a service study on jawed habib

1. T. SaiRam Singh (131103) Lijo Anto(1312)
V. Harshitha (1311) Ayan Chowdary(1312)
V. Sruthi Keerthi (131145)
SERVICES MARKETING
TERM PAPER

2. AGENDA
• INTRODUCTION
INDIAN HAIR INDUSTRY
JAWED HABIB
• PHYSICAL ELEMENTS
• SERVICE MARKETING MIX
• PROVIDER GAPS
• SERVICES MARKETING TRIANGLE
• SERVICE BLUEPRINT
• PRACTICALITY OF BLUEPRINT
• POTENTIAL FAIL POINTS
• SOLUTIONS

3. INDIAN HAIR INDUSTRY
• No, professional hair care market existed 15
years ago.
• In 2011, the retail share of these products
reached 25% via the salons.
• 168,000 salons are divided into three types of
structures:
Traditional barbers (68%),
Women’s beauty institutes (30%),
and modern, unisex salons.

4. INDIAN HAIR INDUSTRY
• Constantly growing market (+16% in 2010).
• The Indian Salon franchise today has over
5,000 salon franchisees.
• Franchise salons will stand to cover 25 per
cent of the overall organized industry by 2015
and will grow to be more than $2 billion.
• Example: JH, Mirrors, Lakme, Naturals etc.

5. JAWED HABIB
• Currently operate a total of 414 outlets across
24 states and 90 cities in the country.
• Mission: To organize the hair industry in India
and bring it at par with global standards by
imparting training and regularly upgrading
skills to benefit people connected to Hair.
• International foot prints: United Kingdom,
Singapore, Dubai, Ajman, and Sharjah.
• Operates through COO, and franchisee.

6. Franchisee
• Franchise Eligibility:
Should have capability to Invest and manage
own unit, prior experience not necessary.
Support:
Staff recruitment, Marketing & promotion
planning, salon designing & artworks, salon
management training, staff-up gradation training.

7. SERVICES AT JAWED HABIB:
Hair Essentials:
Cut & Finish
Styling:
Hair Up
Flat Iron
Tonging
Roller Set
Treatments:
Hair & Scalp Treatments
Brazilian Blow Dry
Technical:
Global Color
Regrowth Touch-up + Color Polisher
Highlights / Lowlights
Color Correction
Full Hair Perm / Straightening
Partial Hair Perm / Straightening
Korean Perm
Digital Perm
Brazillian Straightening
Hair Relaxing
Rebonding

8. Physical Elements
Decorum:
White/Cream Flooring and colorful wall paintings.
Comfortable and high class furniture.
Bold shaped large mirrors.
Lighting:
Bright White light-very natural.
Reveals how customers hair looks in natural light.
Employee appearance:
A fine Uniform of JH-RED shirt and BLACK Pant.
Good looking and Lite make up & with new hair styles.

11. Physical Elements
Music:
Radio(Mostly Mirch 98.3 and Big 92.7).
Upbeat rhythms all time Hits.
Aroma:
AC &Room fresher (lavender, chamomile)
Help to Clam & Relax.
Infotainments:
Television with news channels or sports.
Film Magazines, Monthly and weekly.
News Papers-Telugu, English.

13. 7 P’s Jawed Habib
• Product: JH would cater to complete hair & beauty
needs to customers at an affordable pricing.
• Price: Pricing would be kept competitive compared to
other similar salons but would deliver much better
customer experience.
• Place: JH hair salon is for upper middle class; hence it
will be available at high foot falls retail space like
Shopping Mall, Airports and Housing complexes.

14. • Promotion: Below the Line promotions will be
basically used for promotions. The Promotional
activities within the shopping mall, airports and
Housing complexes will play a major role in it along
with occasional national level promotional
campaigns.
• People: JH will get it’s customers from the people
entering in malls, airports and housing complexes,
and hence they will be there potential customers.
Potential customers will be served by professionally
qualified Hair Stylists.

15. • Process: A team of qualified stylist will serve the
customers as per their requirements. An efficient
HRIS and ERP will help in the smooth operations and
administration of all JH Hair salon’s.
• Physical Evidence: A simple, clean, up to 750 sq.f.t
shop inside a mall, airport or housing complexes
across India reflect the objective of JH. It is an
arrangement for a relaxing experience.

16. Company
Perceptions of
Consumer
Expectations
Expected
Service
CUSTOMER
COMPANY
GAP 1
Provider Gap 1:Listening

17. Customer’s expectations
Company’s perceptions of customer expectations
 Lack of upward communication
 Insufficient relationship focus
 Inadequate service recovery
Reasons
for
provider
gap
I

18. CUSTOMER
COMPANY
GAP 2
Customer-Driven
Service Designs and
Standards
Company
Perceptions of
Consumer
Expectations
Provider Gap 2: Service design & Standards

19. Translation of perceptions into service
quality specifications
Management perceptions of customer
expectations
 Absence of customer-defined service
standards
Reasons
for
provider
gap
2

20. CUSTOMER
COMPANY Service Delivery
GAP 3
Customer-Driven
Service Designs and
Standards
Provider Gap 3:Performance

21.  Failure to match supply and demand
 Problems with service intermediaries
 Failing in Franchisee selection
Service delivery
Customer-driven service
designs and standards
Reasons
for
provider
gap
3

22. Provider Gap 4:Communication
CUSTOMER
COMPANY
External
Communications to
CustomersGAP 4
Service Delivery

23. External communications to
consumers
Service delivery
 Inadequate management of customer
expectations
 Overpromising
 Inadequate horizontal communications
Reasons
for
provider
gap
4

24. The Services Marketing Triangle
Internal
Marketing
Training &
Development rewards
and Recognitions
Interactive Marketing
External
Marketing
WOM, Promotions and
Advt.
JH
(Management)
CustomersEmployees
“enabling the
promise”
“delivering the promise”
“setting the
promise”
Controlling & Managing
the franchisee,

25. SERVICE BLUEPRINT:- JAWED HABIB
MAKE RESERVATION ENTER BUILDING RECEPTION AREA
PHYSICAL EVIDENCE
SOUND AND TONE
OF VOICE
OF EMPLOYEES
BUILDING
EXTERIOR,
AMBIENCE
RECEPTION AREA ART,
DÉCOR,FURNISHING,
MUSIC,MAGAZINES
CUSTOMER ACTION ARRIVE
CHECK FOR SEAT
AVAILABILITY
HAIR CUT & OTHER
ACTIONS
BILL
PAYMENT
LEAVE
LINE OF INTERACTION
IN STAGE EMPLOYEE
ACTION
GREET/WELCOME
PROCESS
REGISTER
(Token Number)
DELIVER THE
HAIR CUT
PROCESS
END
LINE OF VISIBILITY
BACK STAGE
EMPLOYEES
CLEANING
PREMISES
WASHING
TOWELS &
EQUPMNENT
INVENTORY
MAINTENANCE
DISPOSAL
OF HAIR
CUT, ETC.
LINE OF INTERNAL PROCESSES
SUPPORT PROCESS
DATABASE
MANAGEMENT
CUSTOMER FEEDBACK BILLING SYSTEM

26. Practicality of BLUEPRINT
Marketing:
Helps to identify key areas for marketing(promotions & adv.)
Visually determine if a redesign is necessary.
HRM:
Identify the fail points & correct them
Determining Hiring/firing needs
How to delegate jobs/resources
Operations:
Map out visual flow of service operations.
Determine how a redesign would affect flow.

27. Potential Fail Points
1. Front desk greeting.
2. Waiting time and reception area.
3. Adequate consultation.
4. Cut, color and style.
5. Thank customers & remind them to come
back.
6. Bill accuracy.
7. Service Recovery.

28. Solutions
• Front desk greeting.
Require Smile, polite & Courteous script.
• Waiting time and reception area.
Keep on schedule for all appointments and SOP is to be followed.
• Adequate consultation.
Give Personal attention to each customer.
• Cut, color and style.
Make sure to ask customers exactly what they want & do not rush
• Thank customers & remind them to come back.
Don’t skip this step!—promotes customers loyalty.
• Bill accuracy.
Check payment twice for accuracy.
• Service Recovery.
Implement New Methods to Retain customers.