Lakme Salon Service Marketing

1. Submitted To: A PowerPoint Presentation by:
Prof. Kasturi Rangan Debashish Sarkar
(18)
K V N Raju (30)
Namrata Singhal (47)
Priyojeet Kumar (61)

2. About Us
 First salon chains in the country provides the modern
Indian woman with a plethora of beauty and grooming
services.
 Repertoire of professional beauticians, hair artists and
stylists meets international standards and its
plush, feminine interiors leave you feeling
refreshed, rejuvenated and inspired.
 Competitive pricing, unmatched expertise and wide range
of services.

3. LAKME
SALON
CUSTOMERS
PROFESSIONALS
IInternal
Marketing
EExternal
Marketing
Interactive Marketing
SERVICE TRIANGLE MODEL OF LAKME SALON

4. Services Delivery
• Trained Professionals – Hair expert – Sudeep Grover ;
skin expert – Sushma Khan, Bridal Expert - Cory
Walia.

5.  Excellent Interiors & Ambience for women
 Innovative products and
premium services to men

6. External Marketing
External Marketing consists of the 7P’s of marketing.
They are as follows -
• Price
• Place
• Product
• Promotion
• People
• Process
• Physical Evidence

7. Price
• Lakme Salons have wide price range according to the various
services they provide to the customers.
• E.g. - Hair Care, Hair cuts and various specialized services
like bleaching, waxing etc.

8. Place
Located in areas like women working areas, commercialized
areas, malls, posh areas.
E.g.- Hazratganj in Lucknow, Banjara Hills and Madhapur in
Hyderabad, South City Mall in Kolkata etc.

9. Products
 A wide range of Lakme products are used in
Lakme Salon.

10. Promotion
 Electronic/Print media.
 Word-of-mouth.
 Sponsorships (Lakme Fashion week)
 Lakme dedicated outlets

11. People
• Service Personnel
-- Professionals like Cory Walia (Bridal expert)
-- Sudhir Grover (Hair Care Expert)
-- Sushma Khan (Skin Care Expert)
• Customers
-- Brand ambassador - Kareena Kapoor
It has a huge loyal customer base because of the kind of service they
provide to the customers.

12. Physical Evidence
• Peripheral Evidence: Lakme Salons provides
gift vouchers to its regular customers and also
provides loyalty cards.
• Essential Evidence: All Lakme Salons are
maintained with a unique and soothing
ambience (music, interiors, magazines
etc.)which gives an unique experience to the
customers with high satisfaction levels.

13. Process
• Job shop operations.
• People processing like hairdressing, facials etc.
• Mental stimulus processing through magazines
Vogue, Femina, Cosmopolitan etc.
SServices Offered
Service Personnel and
Some objects
SSatisfaction
tInput OOutput

14. Internal Marketing
It includes all the qualities and values that company
needs to pass on to its employees for providing best
service to its customers.
 Recruitment
 Competency mapping
 Training
 Compensation
 Motivation
 Recognition
 Incentives
 Sense of involvement
 Sense of belonging

15. Gap Analysis
The top 5 salon chain companies in India are:-

16. Line of Visibility
• I-cards mentioning the profile of the people working
in salon
• Online details of expertise of workers in that specific
salon.
• Mentioning the details of the products being
applied.

17. Non Financial Burdens
• Hedonic Exceptions - Music, Ambience, Décor, Room
fresheners.
• Risk of Injury – Location of the place (well developed
connecting routes)
example – Shopping malls, posh areas.
• Feeling Inadequate – beauty tips and slight add-on services.
• Example - After threading, highlighting the eyes with slight
make-up to experience the difference before and after visiting
the Lakmé salon and also how to differentiate the same for a
party or professional look, directions of highlights

19. • Fear & Anxiety – no usage of products beyond
expiry dates, hygienic maintenance (fresh
towels, clean equipments).

20. Effort Cost Reduction
• Online services available by use of video on their
website
Example – for face cleansing, party or professional
look(shades, kohl)
• Online Bookings - bridal look, hair cut, hair styling and
color techniques, spa, massage.
• Contact – toll free numbers ; proper details of people at
Lakme salon in a particular area; contacts of the people
operating in the salon.

21. Service Operations
Job Shop Operations – Lakme offers several service options
and facilities to its customers.
 Spa
 Bridal & Groom make-ups
 Massage
 Manicure & Pedicure
 Hair-cutting & styling
 Facials
 Fruit
 Acne
 Dry skin
 Oily skin

23. People Processing – In all the services provided by Lakme
salons, tangible action is done on the customer’s body.

24. Mental Stimulus Processing - Via it’s advertisement and
promotional techniques, Lakme touches upon people’s mind in
an intangible way.

25. The primary mediums are –
 Hoardings
 Online advertisements
 Lakme fashion week
 The celebrity beauty in its fashion week
 Using sponsors like Gitanjali for Lakme fashion week

26. THANK YOU!!!!