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By
Gautam Sridhar – 29072
Harish Babu S -29074
Harish J - 29075
Jawhar Gani - 29077
Rajkumar V R - 29095
Do you work full time ??
Have children ??
Finding it difficult to visit the saloon !!
Wouldn’t it easier if the saloon comes to you ..
Here we are !!!
EAZZY CUT MOBILE SALON
SERVICES WE OFFER Hair cuts
Hair styling
Hair colouring
Fashion Streaks, Global, Gray Coverage
Hair treatment
Scalp and hair root rejuvenation, Hair spa, Dry hair
Dandruff
Threading Eyebrows, Upper Lips, Chin, Side Burns
Facial
Dressing
Waxing Full Body, Under Arms, Brazilian
Pedicure Regular And Spa Treatments
Manicure Regular And Spa Treatments
FACIAL OFFERINGS Facial toning
Skin lightening
Scar removal
Enzyme peel
Rejuvenation , softening , detan
Aromatherapy
Fruit facials
Seaweed facials
Hot chocolate facials
BUSINESS OVERVIEW For people who live a very hectic lifestyle.
Like to make having your hair done a pleasurable experience from the comfort of your nearby place.
We specialise in all hair services
Up to date with the latest trends and styles.
Best of all, no more waiting around in salons for your turn to come.
Would fit in with a time that suits you, so it’s perfect for after work or throughout the day appointments while getting to unwind at home.
Tailor every hairstyle to meet the individual client needs.
MARKET POTENTIAL Population Percent
Total 29916620
Male 14822288 53
Female 14343922 47
Literacy rate
Total 87 %
Male 91 %
Female 85 %
MARKET POTENTIAL (cont) Population by age group 0-14 23 %
14-60 66 %
60 and above 11 %
Population by work force Cultivators 10 %
Household industry 22 %
Manufacturing 4 %
Other 55 %
Marginal workers 10 %
COIMBATORE – BLOCK WISE
ROUTES OF THE VEHICLE Starting point – Gandhipuram bus stand
Starting time – 7 am daily
4 Routes for vehicle travel daily
Ganapathy – sathi road
Mettupalayam road
Kovaipudur – walaiyar road
Peelamedu , Hopes
ROUTES
GANAPATHY – SATHI ROAD Gandhipuram 7 am
Ganapathy 8 am
Saravanam patty 10 am
Kovil palayam 12 pm
Annur 2 pm
Kovil palayam 4 pm
Saravanam patty 6 pm
Ganapathy 8 pm
Gandhipuram 10 pm
METTUPALAYAM ROAD Gandhipuram 7 am
Saibaba colony 8 am
Thudiyalur 10 am
Periyanayakam palayam 12 pm
Veerapandi pirivu 2 pm
karamadai 4 pm
Mettupalayam 6 pm
Periyanayakam palayam 8 pm
Gandhipuram 10 pm
WALAIYAR ROAD Gandhipuram 7 am
Railway station 8 am
Ukkadam 10 am
Kovaipudur 12 pm
Madukkarai 2 pm
Amrita college 5 pm
Walaiyar 6 pm
Krishna college 8 pm
Gandhipuram 10 pm
PEELAMEDU , HOPES Gandhipuram 7 am
Lakshmi mills 8 am
peelamedu 10 am
Hopes 12 pm
Gold wills 2 pm
Chinniyam palayam 5 pm
Hope college 6 pm
Peelamedu 8 pm
Gandhipuram 10 pm
7 P ‘S OF MARKETING PRODUCT
PLACE
PROMOTION
PRICE
PHYSICAL EVIDENCE
PEOPLE
PROCESS
PRODUCT STRATEGY1. Increase Quality of Service:
Discuss with the customers and identify what they need.
Read & use new fashion magazines to get better understand about new fashions, trends and other beauty cultural things.
2. Flexibility of new services:
Read books regarding beauty cultural field.
Get experience to provide these services.
Enhance knowledge on how to use technical instruments.
PRICING STRATEGY We use the following pricing strategies to the salon.
Objectives of Pricing:
Survival
Maximizing sales at seasonal & non seasonal time.
Suitable strategies of Pricing:
Competitive pricing strategy
Pricing adjustment strategy
Eg: Promotional pricing
PRICING STRATEGYSuitable method of pricing:
Value based pricing
Going rate pricing
1.Attractive Prices:
Dressing-Rs.450 to 500
Haircut- Rs.300 to 350
Eyebrows-Rs.80 to 100
Facials-Rs.600 to 2000
Pedicure-Rs.50 to 100
Manicure-Rs.60 to 100
PRICING STRATEGY2.Discounts
Give some discount to loyal customers. Specially
Dressing – 5%
Haircuts – 3%
Facials – 3%
3.Competitors lower prices
Try getting the awareness about the competitor’s prices and do adjustment for the prices to be competitive.
Set lower prices than competitors
Make discount than their discounts.
PLACE STRATEGY Started initial phase (pilot project) in Coimbatore covering
the four different directions (i.e)1.Avinashi Road (via )Peelamedu2.Mettupalayam Road (via )Thudiyalur3.Sathy Road (via) Ganapathy4. Vaalayar road (via) Kovaipudhur
The mobile bus shall be stopped in different places in the same route (among those four directions) according to the timings which will be mentioned in the website.
The place is chosen in such a way that there will be high traffic.
PROMOTION STRATEGY1.Public Relation:
Build a good relationship with the customer.
Always have a friendly chat with the customers before providing and while providing the service.
2.Use more Promotion Programs:
Sales promotion Method:-
Participate in the beauty cultural exhibitons.
Participate in the beauty cultural contest.
Advertisement Method:-
Social media sites
Print ads
PROMOTION STRATEGYConduct free trials to develop promotion of salon.
Develop own website for salon.
Available packages in salons.
Available services in salons.
Special offers of salon
PEOPLE 1. Create good relationship among employees:
Salary offered to the employees – Rs.18000 per month and in seasonal situation we can pay more than the same.
Give some basic authority to them. Give some opportunity to learn. Minimum employees In non-season period, this problem does not much affect the
salon but in seasonal situation we can’t do lot of work with minimum employee.
So we can hire temporary workers during the seasonal period but the selection has to be carefully chosen in such a way that it does not damage the brand.
PROCESS1.Handling telephone calls :
Get separate & appropriate employees as a telephone operator.
Talk very friendly & polite manner with the customers.
2.Use a book keeping system to salon:
Appoint a book keeper or use an accounting package to record transactions.
3. Customer Complaint Handling:
Use suggestion/complain handling box to get the customer’s feedbacks.
PHYSICAL EVIDENCE Providing an attractive name board with the brand
name(EAZZYCUT) and logo.
Buy a television in salon( vehicle).
Play some piped music in salon.
Introduce elegant dress code for employees.
Create a visiting card and distribute it among customers.
COMPETITIORS 350 salons across India.
Franchising Model
Three key brandsNaturals Unisex Salons
Naturals Lounge
Naturals W
Established an academy to train professionals
Revenue : 2011-17.5 Crores
2012- 52.5 Crores
2013- 78 Crores
COMPETITIORS 10 Lakme Studios and 122 Lakme
Salons at premium locations Lakme Beauty Salons offer, Hair
Care, Skin Care, Hand and Feet Care, Bridal Services in 34 cities
Competitive pricing, unmatched expertise and wide range of services
IN Privileges is a mobile based loyalty program by Lakmé Salon. IN Privileges has 4 tiers: Platinum, Gold, Silver and Bronze.
Revenue: 2011- 21 Crores 2012- 55 Crores 2013- 74 crores
COMPETITORS Operates a total of 322 outlets
across 21 states and 83 cities in the country.
Franchise model and self operated salons and academies
Promoted by Jawed Habib, a renowned Hair Expert
Brands: Bevels Flow Hair Xpresso Sassy
Revenue: 2011-36 Crores 2012-64 Crores 2013-92 Crores
CONCEPTS Product conceptual model Hierarchy of service quality Service recovery model Value proposition model Value proposition model 4 focus strategy Visibility credibility matrix Service encounter Service encounter Service triangle Internal marketing
Product concept Model Service Concept :Beauty Services
Service Offer : Hair cut, Shaving, Make-up, Manicure, Pedicure, Facial etc
Service form: Membership Online and Telephone Reservation
Service Delivery: Beauticians, Website,Phone Agents.
Hierarchy Of Service Quality Technical Quality: Beauty Services
Functional Quality : Offering at Desired place, Online Services
Service Recovery ModelService
encounter failure
Train employees to handle customer ego
effectively
Offer alternative solution to customer grievance
Offer price discounts/free service/membership
upgrade
Cultivate a culture of learning from mistakes
Train employees to educate and hence
understand customer requirements better
Deliver service as per customer requirements
Increased customer
satisfaction
Value Proposition Model Operational Excellence
Excelling in
Price - Value based pricing
Time - Saving time for the customer
Quality - As per industry norms
Selection - Different hair styles to choose from
Image of Smart Shopper for the customer
Four Focus Strategy
ServiceFocussed
Unfocussed
Fully Focussed Unfocussed
Narrow Wide
Wide
Narrow
Markets served
Breadth of offerings
Markets served is wide as the service will cater to all adult men and women in Coimbatore
Breadth of offerings is narrow as the service will focus on hair care and facials.
Visibility Credibility Matrix
Undiscovered
Unparalleled
Unknown Undesirable
Visibility
Credibility
High
Low
HighLow
Service Encounter The service encounter would be high contact. There is
a high degree of customer interaction with the service
Processing type would be people processing.
Line of visibility would be critical. Customer would have high visibility.
Services TriangleCompany
Employee Customer
Internal Marketing – Recruitment, Training, Motivation, Appraisal
External Marketing – 7Ps
Interactive Marketing – Service Delivery
Internal Marketing Rigorous training for employees to handle customer
ego
Recruitment of skilled, certified/qualified hairdressers
Motivation and encouragement for employees through monthly awards for customer service
Providing a sense of belonging by eliciting mutual trust between company and employee
Financial & Non-financial burdens for a Hair SalonFinancial Burdens Non financial burdnes
Cost of service Waiting in queue
Travel (fuel) Effort
Taxes Opportunity cost
Boredom
Time
Anxiety that the service is irreversible
Non financial burdens are reduced by providing entertainment in the vehicle to reduce boredom. Time to avail the service is reduced as the customer travels lesser distance to avail the service. Queue time is reduced by deploying more than 2 chief hairdressers per shift and installing more chairs to serve more number of customers at a time.
Hygiene and Enhancing Factors Primary Offer
Mobile Hair Salon
Secondary service elements
Hygiene factors
Entertainment
Cleanliness
Employees in uniform
Enhancing factors
PoP – Air conditioning, sale of hair care products
PoD – Demonstrations and free trials of products, hair care consultations on every weekend by renowned stylists in the region