This diploma thesis is focused on creating a business plan for starting the new hairdresser‘s and beauty studio. The appropriate strategies and tools will be determined on the basis of the analysis of external, industrial, internal environment and marketing research which make studio to undertake their activities, meet the customer’s needs and profit. Feasebility and competetivness of the business evalution are parts of this thesis.

L'entrepreneur, grand absent du paysage économique pendant une grande partie du vingtième siècle, est de retour. Le profil de l'entrepreneur contemporain est étroitement lié aux caractéristiques de l'individu hypermoderne : un sujet mobile, qui exige sa liberté, qui construit ses propres réseaux, qui a ses propres aspirations. La motivation dans l'acte entrepreneurial n'est pas uniquement le profit, elle peut varier entre la recherche d'épanouissement, et la création de son propre emploi. Les dispositifs d'accompagnement à la création d'entreprise se sont multipliés et l'enseignement de l'entrepreneuriat est devenu une priorité. L'objectif de cette recherche est l'étude du processus d'apprentissage de l'entrepreneuriat dans une approche biographique, mettant l'accent sur les apprentissages informels. Le groupe des entrepreneurs n'étant pas une catégorie sociale homogène, l'échantillon a été construit à partir d'un seul domaine d'activité, la cosmétique biologique. La recherche repose sur l'étude de récits de vie de six entrepreneurs spécialisés dans ce secteur. Cette étude met en évidence trois types de phénomènes qui apportent un éclairage sur le processus d'apprentissage de l'entrepreneuriat : des phénomènes spécifiques au monde de la cosmétique biologique, des phénomènes communs à tous les entrepreneurs mais qui prennent une forme différente en fonction de l'histoire personnelle de celui-ci, et des phénomènes spécifiques à chaque entrepreneur, qui montrent l'influence biographique sur la manière d'entreprendre. Cette thèse ouvre, en conclusion, des perspectives sur l'utilisation des histoires de vie comme méthode de soutien à la création d'entreprise. / The entrepreneur, who has been missing from the economic landscape for the majority of the twentieth century, is back. The profile of the contemporary entrepreneur is closely linked to the characteristics of the hypermodern individual : a mobile person demanding their freedom, and constructing their own network, with their own ambitions. The motivation behind the creation of a business is not only making profit; it can vary from the pursuit of personal fulfilment to the necessary creation of one’s own job. Mechanisms to support setting up new businesses have proliferated, and teaching entrepreneurship nowadays has become a priority.The goal of this research is to study the entrepreneurial learning process within a biographical approach, stressing informal learning. As the entrepreneurs do not form a homogenous social category, the sample was created from one activity domain : organic cosmetics. This research is based on the study of life-stories of six entrepreneurs specialising in this domain. This study shows three types of phenomena, shedding light on the entrepreneurial learning process: phenomena that are specific to the biological cosmetics domain, phenomena shared by all entrepreneurs but taking different shapes according to their personal story, and phenomena specific to each entrepreneur showing the biographical influence on the learning method. This thesis opens new perspectives on the possible uses of accounts of life as a method to assist in setting up new businesses.

En este trabajo presentamos un plan de negocios para el desarrollo de jabones corporales y faciales a base de insumos naturales con propiedades antibacterianas. Para este proyecto se realizó un análisis de la competencia y el benchmarking de la industria de la cosmética natural con la finalidad de desarrollar productos viables en el largo plazo y un amplio valor diferencial. Asimismo, para validar nuestro modelo de negocio desarrollamos dos hipótesis las cuales fueron validadas mediante experimentos MVP. Mediante estos experimentos pudimos ofrecer finalmente al mercado un producto adaptado a los gustos y preferencias de nuestro público objetivo para el cual tuvimos que realizar la segmentación de nuestro mercado. Luego de ello se realizó el plan de ejecución de nuestro concierge con la finalidad de analizar la demanda y costos de nuestro proyecto para luego realizar nuestra proyección de ventas. Luego de realizar esta proyección también se tuvo que realizar el presupuesto de cada área. Entre estas encontramos a operaciones, recursos humanos, marketing y RSE. Estos presupuestos por lo general iban enfocados hacia las estrategias e inversiones que aplicaremos considerando la imagen que deseamos proyectar en el mercado. / In this paper we present a business plan for the development of body and facial soaps based on natural ingredients with antibacterial properties. For this project, an analysis of the competition and benchmarking of the natural cosmetics industry was carried out in order to develop viable products in the long term and a wide differential value. Likewise, to validate our business model, we developed two hypotheses which were validated through MVP experiments. Through these experiments we were finally able to offer the market a product adapted to the tastes and preferences of our target audience for which we had to carry out the segmentation of our market. After that, the execution plan of our concierge was made in order to analyze the demand and costs of our project and then carry out our sales projection. After carrying out this projection, the budget for each area also had to be made. Among these we find operations, human resources, marketing and CSR. These budgets were generally focused on the strategies and investments that we will apply considering the image we wish to project in the market. / Trabajo de investigación

Este documento tiene como objetivo investigar el mercado de la categoría de belleza y cuidado personal ha crecido en los últimos años, sobre todo en estas épocas que la categoría tuvo que mirar “obligatoriamente” al canal online por la pandemia debido al COVID19. Asimismo, se investigó sobre las herramientas del inbound marketing y las dimensiones del brand equity y como estas generan intención de compra en la categoría .Este documento tiene como objetivo investigar la relación del boca a boca electrónico como una herramienta del inbound marketing, las dimensiones del brand equity, brand image y brand awareness con respecto a la intención de compra en la categoría de cosméticos. Para analizar la relación, desde el punto de vista metodológico, se llevará a cabo una investigación de tipo correlacional con enfoque cuantitativo y de carácter concluyente que se recurrirá a una muestra de 400 mujeres desde la técnica de la encuesta digital. / This paper aims to investigate the market for the beauty and personal care category has grown in recent years, especially in these times when the category had to look "compulsorily" to the online channel because of the COVID19 pandemic. This document aims to investigate the relationship of electronic word of mouth as an inbound marketing tool, the dimensions of brand equity, brand image and brand awareness with respect to purchase intent in the cosmetics category. To analyze the relationship, from the methodological point of view, a correlational research will be carried out with a quantitative approach and conclusive character that will be used in a sample of 400 women from the technique of digital survey. / Trabajo de investigación

El presente trabajo tiene como objetivo identificar como los usuarios se desenvuelven dentro de los comercios sociales de marcas de cosmética ecológica y cuales son los factores que influyen en la intención de compra a través de ese medio. Por ende, analizamos las variables de los constructos sociales dentro de estas plataformas; recomendaciones y referencias; y calificaciones y reseñas, con el fin de medir de que manera la interacción social dentro de ellas conyeba a un incremento de la confianza por parte de los usuarios hacia los productos ofertados generando finalmente una intención de compra que lleve a una transacción moneraria. / The aim of this work is to identify how the users are developing within the social stores of ecological cosmetics brands and which are the factors that influence the intention of purchase through that means. Therefore, we analyze the variables of social constructs within these platforms; recommendations and references; and ratings and reviews, in order to measure how social interaction within them leads to an increase in trust by users towards the products offered, ultimately generating a purchase intention that leads to a monetary transaction. / Trabajo de investigación

M. Tech. (Department of Marketing, Faculty of Management Sciences), Vaal University of Technology / In the case of cosmetic products, which convey both psychological and symbolic benefits to consumers, it is imperative for marketers to expand the scope of product trial as it presents a novel strategy for signalling the success of new products. In lieu of this, considerable attention should be accorded to the ubiquitous role of influential consumers who are instrumental in influencing the behaviour of other consumers through exemplary conduct and/or interpersonal word-of-mouth (WOM) communication. In this vein, this study sought to examine the influence of selected factors on market maven tendency and the ultimate trial of new cosmetic products by female consumers in the southern Gauteng. This presents the need to examine empirically the role of market mavens who play an indispensable role in filling the omitted information gaps existing within the market. Particularly, this research is in response to calls for unremitting replications of the work seeking to establish the nomological variables that are antecedent to the market mavenism construct. The study drew from the confluence of the Two-step flow theory and the Stimulus Organism Response (SOR) theory, which provided theoretical lenses in understanding how various stimuli could possibly influence the maven tendency (organism) and the ultimate trial of new cosmetic products (response) by those mavens situated in the southern Gauteng region of South Africa. In view of achieving the overarching objective of this study, a sample survey was conducted in 2018 using a sample of female market mavens that were selected on referral basis, after applying the snowball sampling technique. In the cross-sectional based sample survey, a self-administered questionnaire was utilised. Drawing from the responses, a trichotomisation was developed, enabling the researcher to categorise the participants by including those individuals reporting either low (n=86), moderate (n=141) or high (n=248) maven tendency scores. Resultantly, the findings from a cross-section of 475 female mavens were admissible for statistical analysis. Drawing from the statistical analysis, the exploratory factor analysis (EFA) procedure steered the extraction of six components that are salient towards calibrating the tendency towards market mavenship among female consumers of cosmetic products. The scale items along these six components yielded acceptable internal consistency reliability (Cronbach’s alpha coefficients ranged between 0.792 and 0.876), whereas the results of the descriptive statistics revealed mean score rankings above 4.0 across the six components, thereby signalling agreeability among the participants with regard to the determinants of market maven tendency. Likewise, weak to moderate correlation coefficients that were positive and statistically significant (p <0.01) were also established in this work (ranging between +0.297 and +0.639). This inferred the existence oflinear and direct relationships among the variables examined in this work. Based on this, it was possible to conduct a structural equation modelling procedure. Prior to testing the hypothesised relationships, model fit of the measurement model was evaluated. Moreover, analysis of the statistical accuracy measures in terms of the reliability and validity of the measurement model pointed to the existence of a six-variable structure of new product trial, comprising consumer innovativeness, aspirational attractiveness, social norms influence, advertising efficacy, market maven tendency and new cosmetic products’ trial. Correspondingly, the direction and prediction among these constructs was tested by specifying a structural model. The structural model yielded adequate fit indices. In terms of prediction, the four constructs, namely consumer innovativeness (ß=+0.441; Z=9.292; p<0.01), social norms influence (ß=+0.339; Z=7.272; p<0.01), advertising efficacy (ß=+0.293; Z=6.607; p<0.01) and aspirational attractiveness (ß=+0.182; Z=4.099; p<0.01) were proven to have positive and statistically significant predictive influence on market maven tendency, in that order. Together, the four stimuli are presumed to explain approximately 43 percent of the variance in the tendency towards market mavenship among the responding female consumers. Market maven tendency was confirmed as a predictor of new product trial in this research (ß=+0.478; Z=8.448; p<0.01). This latter path proved that the tendency towards market maven behaviour explains approximately 23 percent on the variance in new product trial among female mavens. These maiden findings suggest that it is possible to anchor the construct of market maven tendency along a broader behavioural science theory, comprising selected stimulus elements. In particular, the results derived in this study demonstrate the three-fold orientation of the female maven in terms of innate (consumer innovativeness), context-based (social norms influence and advertising efficacy) as well as the desired or sought-after (aspirational attractiveness) stimuli that influence market maven tendency. In addition, the study confirmed that new product trial could act as an invaluable tool for raising awareness about the features and benefits of new cosmetic products. Based on these results, it is recommended that marketing managers capitalise on the contribution of market mavens as auxiliary dispensers of new beauty product information.

En la actualidad, el marketing social es una estrategia que se ha ido implementando y ejecutando dentro de las empresas, cada vez con mayor potencia, tanto con fines comerciales, así como también de posicionamiento. Si bien es cierto, una empresa con responsabilidad social puede influir internamente, es decir, a sus colaboradores. Es importante conocer la percepción de los consumidores externos, y conocer la viabilidad de esta estrategia. Asimismo, no solo se trata de ejecutar una buena acción, si no de saber comunicar dichas acciones hacia el público externo, ambos hechos tienen que ir de la mano, para que la estrategia logre excelentes resultados. Por ende, es de suma importancia, idear y ejecutar una narrativa exitosa, que logre captar la atención del target, que permita entender el mensaje y hasta influir en las decisiones del mismo, Es por ello, que, el presente trabajo busca analizar de qué manera es percibida la comunicación con respecto a las acciones de responsabilidad social y conocer si estas acciones son verdaderamente valoradas. Para concluir, esta investigación se realizará en base a la metodología cualitativa, mediante entrevistas a profundidad, segmentado hacia mujeres entre los 25 a 35 años del nivel socioeconómico A y B. / Nowadays, social marketing is a strategy that has been implemented and executed in companies, with increasing importance for both purely commercial and positioning purposes. Although it is true, a company with social responsibility can influence internally, so their collaborators are getting influenced by them. The viability of this strategy in front of the final consumer has not yet been successfully identified. On the other hand, it is not only about executing a good action, but also knowing how to communicate it to your external audience, both actions must go hand in hand, so that this strategy has excellent results. And so finally influence the consumer's purchase decision in favor of the brand. That is why, this work seeks to analyze how communication is carried out based on social responsibility and determine if this action is truly valued by the target, and especially if it finally influences when choosing the product or service. . To conclude, this research will be carried out based on qualitative methodology, through in-depth interviews, segmented towards women between 35 and 45 years of age from socioeconomic level A and B. / Trabajo de investigación

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Plastics have a wide application field, where cosmetic products are one of them. Polymers which are building blocks to plastics exists in many variants, overall they can be categorized into two groups; microplastics and water soluble polymers. Both polymer types are important to study and understand since polymers in general are not covered by any legislation. To gain a more profound understanding of their impact on environment this study was conducted. In collaboration with SSNC (Naturskyddsföreningen), a database containing hundreds cosmetic products was processed. The most occurring polymers were quantified and prevalent ingredients having “poly” in their name were selected for further investigation namely Nylon 12-20 (microplast) and Acrylates C/10-30 Alkyl-crosspolymer (water soluble). A standardized analysis method OECD 301 F was performed to test the polymers biodegrading ability. Results from biodegradation method showed that, neither of the two polymers is readily biodegradable in aqueous environment, despite their different properties. In connection with the obtained results, a filtration analysis was performed, with the purpose to determine the possibility to capture the polymers using microfilters. Results mainly showed flowthrough of both polymers. Relating the results to reality implies that these polymers are not captured in waste water treatment plant due to inefficient filtration and thereby spread to the environment. In addition more research should be devoted to water-soluble polymers and their impact on nature. Based on all compiled results, it is proposed that legislation addressing microplastics should be edited and revised in such a way that water soluble polymers are included in future prohibitions (against microplastics). / Plast har många användningsområden varav kosmetiska produkter är ett av dem. I kosmetika används exempelvis naturliga ämnen, sådana som förekommer i naturen och således kan brytas ned. Sedan finns syntetiska polymerer, sådana som syntetiseras och tillverkas av människor. Det finns oerhört många varianter av syntetiska polymerer som används inom kosmetika, generellt kan de kategoriseras i två grupper; mikroplaster och vattenlösliga polymerer. Med hjälp av Naturskyddsföreningens databas som innehåller hundratals kosmetikaingredienser, söktes de komponenter som hade ”poly” i sitt namn eftersom de inte täcks av lagstiftning. Bland dessa, valdes två mest förekommande polymerer för att studeras vidare, nämligen Nylon 12-20 (mikroplast) och Acrylates C/10-30 alkyl crosspolymer (vattenlöslig). En standardiserad analysmetod OECD 301 F tillämpades för att testa deras biologiska nedbrytbarhet. Resultatet från nedbrytbarhetstestet visade att ingen av polymertyperna, trots deras åtskiljande egenskaper, är lättnedbrytbar i vattenmiljöer. I följd av resultatet från analysen genomfördes en filtreringsanalys på KTH, för att avgöra om respektive polymer går att fånga upp i olika storlekar av mikrofilter. Resultatet visade att ingen av dem fångades upp (med den utrustning som var tillgänglig på KTH). Baserat på resultaten föreslås det att lagstiftningar som innefattar mikroplaster bör redigeras och revideras på ett sådant sätt att vattenlösliga polymerer är inkluderade i framtida förbud (mot mikroplaster). Utöver detta bör mer forskning ägnas åt vattenlösliga polymerer och deras påverkan på naturen.