Department Of Marketing And - Lingnan University Library

Understanding the competitorsIn Hong Kong, besides weight loss products, many beauty centers also provide weight lossservice. They use special machines to help burning fat, or use body massage and “weight losscreams” to help losing fat. At the same time, they provide full set of service for customers. Itseems that women are more willing to consume in beauty centers rather than taking weight dietpills. However, weight loss products are still very popular because of the cheaper price. Anotherissue is that when people consume in beauty center, it takes much time. In the mean time, theweight loss ways that are adopted by the beauty center are more risky than taking weight lossproducts. First of all, the service providers always ask customers to pay much at the first time.When customers find that the course is not suitable for them, they cannot claim back the money.Sometimes, the customers charge the beauty center because the customers get hurt from theunsuitable course, and some beauty consultants are not professional enough to help peoplelosing fat (Apple Daily, 2000).Compare with these two kinds of weight loss methods, weight loss products are muchmore popular than beauty centers because of less consumption fee and less risk. However, thebeauty centers still can survive because customers can get advises from beauty consultants.Also, many rich women are willing to pay much, what they want to get is the excellent service.So, many beauty centers with good reputation still have many customers, it is a kind of brandloyalty.16