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
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.
Male 14822288 53
Female 14343922 47
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 %
7 P ‘S OF MARKETING
1. 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
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.
We use the following pricing strategies to the salon.
Objectives of Pricing:
Maximizing sales at seasonal & non seasonal time.
Suitable strategies of Pricing:
Competitive pricing strategy
Pricing adjustment strategy
Eg: Promotional pricing
Suitable method of pricing:
Value based pricing
Going rate pricing
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
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.
Started initial phase (pilot project) in Coimbatore covering
the four different directions (i.e)
1.Avinashi Road (via )Peelamedu
2.Mettupalayam Road (via )Thudiyalur
3.Sathy Road (via) Ganapathy
4. 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
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.
Social media sites
Conduct free trials to develop promotion of salon.
Develop own website for salon.
Available packages in salons.
Available services in salons.
Special offers of salon
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.
In non-season period, this problem does not much affect the
salon but in seasonal situation we can’t do lot of work with
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.
1.Handling telephone calls :
Get separate & appropriate employees as a telephone
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
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
350 salons across India.
Three key brands
Naturals Unisex Salons
Established an academy
to train professionals
2012- 52.5 Crores
2013- 78 Crores
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
IN Privileges is a mobile based
loyalty program by Lakmé Salon.
IN Privileges has 4 tiers: Platinum,
Gold, Silver and Bronze.
2011- 21 Crores
2012- 55 Crores
2013- 74 crores
COMPETITORS Operates a total of 322 outlets
across 21 states and 83 cities in the
Franchise model and self operated
salons and academies
Promoted by Jawed Habib, a
renowned Hair Expert
Product conceptual model
Hierarchy of service quality
Service recovery model
Value proposition model
Value proposition model
4 focus strategy
Visibility credibility matrix
Product concept Model
Service Concept :Beauty Services
Service Offer : Hair cut, Shaving, Make-up, Manicure,
Pedicure, Facial etc
Service form: Membership Online and Telephone
Service Delivery: Beauticians, Website,Phone Agents.
Hierarchy Of Service Quality
Technical Quality: Beauty Services
Functional Quality : Offering at Desired place, Online
Service Recovery Model
Train employees to
handle customer ego
Offer alternative solution
to customer grievance
Offer price discounts/free
Cultivate a culture of
learning from mistakes
Train employees to
educate and hence
Deliver service as per
Value Proposition Model
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
Fully Focussed Unfocussed
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.
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.
Rigorous training for employees to handle customer
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 Salon
Financial Burdens Non financial burdnes
Cost of service Waiting in queue
Travel (fuel) Effort
Taxes Opportunity cost
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
Mobile Hair Salon
Secondary service elements
Employees in uniform
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