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Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
Mobile hair saloon
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Mobile hair saloon

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Service marketing on mobile hair salon !!!

Service marketing on mobile hair salon !!!

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  • 1. By Gautam Sridhar – 29072 Harish Babu S -29074 Harish J - 29075 Jawhar Gani - 29077 Rajkumar V R - 29095
  • 2.  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 !!!
  • 3. EAZZY CUT MOBILE SALON
  • 4. 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
  • 5.  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
  • 6. FACIAL OFFERINGS  Facial toning  Skin lightening  Scar removal  Enzyme peel  Rejuvenation , softening , detan  Aromatherapy  Fruit facials  Seaweed facials  Hot chocolate facials
  • 7. 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.
  • 8. MARKET POTENTIAL  Population Percent  Total 29916620  Male 14822288 53  Female 14343922 47  Literacy rate  Total 87 %  Male 91 %  Female 85 %
  • 9. 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 %
  • 10. COIMBATORE – BLOCK WISE
  • 11. 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
  • 12. ROUTES
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. 7 P ‘S OF MARKETING  PRODUCT  PLACE  PROMOTION  PRICE  PHYSICAL EVIDENCE  PEOPLE  PROCESS
  • 18. PRODUCT STRATEGY 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 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.
  • 19. 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
  • 20. PRICING STRATEGY Suitable 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
  • 21. PRICING STRATEGY 2.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.
  • 22. PLACE STRATEGY  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 traffic.
  • 23. PROMOTION STRATEGY 1.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
  • 24. PROMOTION STRATEGY 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
  • 25. 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.
  • 26. PROCESS 1.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.
  • 27. 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.
  • 28. COMPETITIORS  350 salons across India.  Franchising Model  Three key brands Naturals Unisex Salons  Naturals Lounge Naturals W  Established an academy to train professionals  Revenue :  2011-17.5 Crores  2012- 52.5 Crores  2013- 78 Crores
  • 29. 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
  • 30. 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
  • 31. 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
  • 32. 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.
  • 33. Hierarchy Of Service Quality  Technical Quality: Beauty Services  Functional Quality : Offering at Desired place, Online Services
  • 34. Service Recovery Model Service 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
  • 35. 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
  • 36. Four Focus Strategy Service Focussed  Unfocussed Fully Focussed Unfocussed Narrow Wide Wid e Narrow Markets served Breadth of offerings
  • 37.  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.
  • 38. Visibility Credibility Matrix Undiscovered  Unparalleled Unknown Undesirable Visibility Credibility High Low HighLow
  • 39. 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.
  • 40. Services Triangle Company Employee Customer Internal Marketing – Recruitment, Training, Motivation, Appraisal External Marketing – 7Ps Interactive Marketing – Service Delivery
  • 41. 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
  • 42. 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 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.
  • 43. 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

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