Ch. 2 - Strategic Planning for Competitive Advantage

 Strong Marketing Strategy

G.M COLLIN continues to increase its exposure through on-going advertising and public relations initiatives on all key television networks and radio stations and in consumer magazine. The company also ensures that it has a strong presence at high-profile events, even providing treatments to celebrities at the 77th and 78th annual Academy Awards ceremonies.

Customer Support Strategy

G.M. Collin's commitment to helping spa owners/ aestheticians grow their businesses has led to the development of a number of value-added tools. G.M. Collin provides detailed literature, leaflets and technical documentation about clinical treatments and home care products and offers a range of service, including:

Training

Three type of training are available to clients, free of charge.

1.Primary technical product training
2.Customized technical training
3.Business/ Commercial training

Technical Assistance Strategy

G.M. Collin offers on-going technical assistance. Client simply dial a toll-free number and experienced aestheticians address their needs. This service is available during regular business hours, in a variety of language.

Management Strategy

To help owners better manage their G.M. Collin account, they created a password-protected and user-friendly internet management tool that allows access to the following information:

1. G.M. Collin personal account
To view and update personal and purchase information, invoice, account balance, prices and product.

2. Promotions
Current information on clinical care and home care product promotions, as well as new product launches and skin care advice.

3.Training
Updated schedules, descriptions and availability of training workshops, as well as how to reach them.

4.Customer Service
A complete overview of our customer service department and access to aestheticians who can answer all your questions.

G.M. COLLIN added benefits for customers

1.Available co-op advertising owner/employee incentive programs.
2.Delivery in less than 48 hours(free delivery based on minimum purchase
3.Brand labeled uniforms, towels and accessories available for aestheticians