Created by Krishnendu Saha,IIT Roorkee in the marketing intern under the guidance of Professor Sameer Mathur, IIM Lucknow.

1. Zodiac
Launching the MySalon
Mobile Application

2. The MySalon App
“Plan.Book..Make-Over”

3. • An app to make appointments at various salons, spas and parlours – in a very
easy way.
• Consumers can also interact with different stylists through this app.
• Benefits of the website – Now available in this mobile app.

4. EXECUTIVE SUMMARY

5. CURRENT SCENARIO
• Zodiac – One of the leading companies in the personal grooming and beauty
products market.
• Caters to middle to upper classes of the society.
• Not able to reach its market penetration potential – Hence, Zodiac is launching the
MySalon app.
Mobile Market
penetration is
missing !

6. MARKETING
• To penetrate deeper into the market and acquire new customers.
• To retain the old customers and connect with them through the app.
• To introduce new features gradually.
• To maintain the brand value and building upon it.
• In future, reaching out to the lower classes of society.

7. Launch app
Spread Awareness
Attract customers
Retain customers
Launch Premium version
Course of
Action

8. SITUATIONAL ANALYSIS
Situational
Analysis
Internal
Analysis
Strengths Weakness
External
Analysis
Opportunities Threats

9. COMPANY OVERVIEW
• Main focus on spreading the service to more and more no. of
places in India.
• App – Designed to make it easy and convenient to use.
• Consumers would be able to make appointments with spas and
salons in their locality through their smartphones.

10. SWOT Analysis
Strengths
• Strong brand equity.
• One of the leaders in this
market.
Weakness
• Weaker penetration into the
potential market.

11. SWOT Analysis
Opportunities
• Zodiac can exploit the mobile
platform to penetrate into the
market better.
Threats
• This market ,i.e., online
booking of spas and salons are
relatively untouched which
indicates there could be stiff
competition in the future.

12. Zodiac’s Main Objective
“To exploit the mobile platform to
penetrate deeper into the market
and strengthen its foothold in the
market”

13. GOALS
 The primary goal is to reach out to near 100% potential
customers and cater to their needs more efficiently.
 This in turn would enhance the revenue of the company and add
to the brand equity.

14. GOALS
 Number of app downloads : 700k – 800k
 App subscription revenue : $100k

15. Financial Objectives
 First year turn-over.
 Achieving break-even by the end of second year.
 Aiming for 10 per cent gross profit margin by the mid of third year.

17. Target Market
• Company mainly focuses on the middle and upper classes of the
society at the present.
• However, in the future, Zodiac has a keen interest in stretching its line
of services for the poorer classes of society.

18. 1. A
2. P
3. D
4. C
5. C

19. •
•

20. Competitors
Laggings
 Ziffy
 Bookmyspa
 They have outreach only in few cities of
India.
 This is an area where Zodiac would like to
provide an edge, i.e., availability in more
and more cities of India.
 Also, they don’t offer the option of
purchase of beauty products.

21. Value Proposition - Customer Value
 Get the best deals with your spas and
salons.
 Focusing on creativity and
inventiveness to satisfy those always
looking for “something new”
 Unmatched in ease and service.
 Introducing new Features in the app
just to make customer’s life easy.

22. Value Proposition - Collaborator Value
 Wider customer base to reach
out to.
 Increase the network in which
they operate.

23. Company Tactics

24. Tactics : Product
Free Features
Customers can buy Zodiac’s
beauty products through this
app.
Customers will get the best
deals in appointments with
salons and spas
Premium Features
They can avail extra discounts
and loyalty offers.
They can interact with
professional stylists through chat
on the app.
They would get an option of
haircut at home.

25. Tactics : Services
Easy returns of the products.
Hassle-free usage.
A complementary haircut free
for the first use.

26. Tactics : Services
Easy returns of the products.
Hassle-free usage.
A complementary haircut free
for the first use.
Various payment options
available : Netbanking, Card
payment, Payment after the
service, wallet.

27. Tactics : Services
• App name – MySalon to signify that
the customers have their full control
over their salon experience.
• App logo – easy to remember and
unique to identify.

28. Tactics : Price
App subscription prices:
• 1 month : Rs 39
• 3 months : Rs 99
• 6 months : Rs 149
• 12 months : Rs 249

29. Tactics : Incentives
Regular discounts.
Festive season discounts.
Earn points and later use them
to shop.
App referral offers.

30. Tactics - Communication

By Facebook page and communities
App notifications to tell schemes
Blogs
Referral offers.

31. Tactics -
www.zodiac.com

33. CEO
VP Sales
VP Engineering
VP Customer
VP Human
Resources
VP Finance
Infrastructure

34. Process and
Schedule
Publishing the
app on the
social media.
• 26 January 2017
Offers and
referrals valid
from
• 1 February 2017
Premium
services
launched from
• 1 March 2017

35. Created by Krishnendu Saha, IIT Roorkee in the
marketing internship under the guidance of
Professor Sameer Mathur , IIM Lucknow.