This document provides an overview of a beauty parlor called "Persona Beauty Parlor". It discusses the firm's history, services offered, marketing mix, service blueprint, findings from a customer survey, and recommendations. The key points are: 1. Persona Beauty Parlor was incorporated in 1984 and offers premium, quality, and regular beauty services. 2. A customer survey found high customer loyalty but also provider gaps in service and an inappropriate servicescape. 3. Recommendations include focusing on demand management strategies, improving the employee experience, enhancing the waiting area, and increasing brand capacity.

1. WELCOME
Topic:
“Persona Beauty Parlor”
Group members
1. Mahbub Muctadir
2. Mahmudur Rahman Chowdhury
3. Fariya Rahman
4. Nabila Bin Muntasin
5. Hummaira hossain
6. Sheikh Mussadik

2. FIRM OVERVIEW
Incorporated in 1984 by Kaniz Almas Khan.
 Target consumers:
 Aged (15-5o)
 Later targeted aged (18-35).
 Upper, Upper-middle and Middle socio economic class.

 Provides 3 types of services:



Premium Service.
Quality service.
Regular service.

3. PRESENTATION OUTLINE
 Overview of the service dimensions which include
Marketing Mix
Services Blueprint
 Survey data presentation
 Findings
 Recommendation.
Q & A

4. MARKETING MIX
 Product:
3 categories

Premium Service: Makeup by Kaniz Almas. Bridal
makeup and party makeup.

Quality service: facials, hair and skin treatment,
hair re-bonding.

Regular service: haircuts, hair dressing, hair wash
and color, waxing and hand & foot care.

5. PRICES

Value based pricing strategy for 1st 2 categories.

Cost-based pricing for regular services.

No significant discounts were monitored.

No credit terms.

No intermediaries.

6. PLACE
 Facilities
in:
Dhanmondi.
Gulshan.
Banani.
Mirpur.
Uttara.
Panchlaish (Chittagong).


7. PROMOTION
 Facebook pages.
 Billboards.
 Print advertisements.
 WOM associations.

8. PHYSICAL EVIDENCE
Parking Space.
 Sofas.
 Mirrors.
 Receipt for service.
 Chairs inside the parlor.
 Equipments


9. PEOPLE
Less interaction during service performing.
 Employees are a little stiff.
 Less feedbacks from the customers.
 Interactions happen in the time of billing, service choice
etc.


10. PROCESS
No long term process.
 No high interaction process.
 Entering the parlor Get the receipt wait get
inside the service facility get the service leave.


11. PRODUCTIVITY AND QUALITY
Profitable on the perspective of the investors.
 Quality doesn’t match sometimes because quality is
subjective.
 Subjectivity includes:

Customer’s
opinion.
Expectation level.
Experience.

12. SERVICE BLUEPRINT

13. SURVEY



20 Respondents.
10 close ended questions.
2 open-ended interviews

14. 12
How frequently do you go to Persona?
10
8
6
10
4
2
4
3
1
0
Once in a week
Mutiple times in a
week
Once in a month
2
0
Multiple times in a Only in ocassions This is my first time
month

15. For which kind of service do you go there mostly?
16
14
12
10
8
14
6
4
2
3
3
Makeup by Kaniz Almas
Facials, hair and skin
treatment and hair rebonding
0
Haircuts, hair dressing, hair
wash and color

16. How do you judge the emplyees?
10
9
8
7
6
5
9
4
8
3
2
3
1
0
0
Friendly
Professional
Inconsistent
performance
Rude

17. Does the employees do their job rightfully?
14
12
10
8
6
13
4
7
2
0
Yes
No

18. Do you have to wait for a long time?
14
12
10
8
6
12
8
4
2
0
Yes
No

19. Did they do anything to make your wait less
boring
90%
80%
70%
60%
50%
85%
40%
30%
20%
10%
15%
0%
Yes
No

20. Have you ever felt sense of being neglected
by the employees?
16
14
12
10
8
14
6
4
6
2
0
Yes
No

21. If you were neglected, why are you coming here
again?
9
9
2
0
Because there is no one better
The other facilities are good
They give me discounts
I just don't want to leave from
here

22. FINDINGS








Customer loyalty is high.
Provider Gap 1 is Available.
Provider Gap 2 is available.
Inappropriate servicescape.
Marketing Mix is not clear.
Lack of capacity management.
Inappropriate demand management strategies.
Losing of standards in peak hours

23. RECOMMENDATION
Should focus on demand management strategies.
 Training employees in an etiquette manner.
 Focus more on waiting areas.
 Increasing capacity of the brands.


24. QUESTIONS?
Thank you
very much.