Service marketing on mobile hair salon !!!

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