By

Gautam Sridhar – 29072

Harish Babu S -29074

Harish J - 29075

Jawhar Gani - 29077

Rajkumar V R - 29095

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 !!!

EAZZY CUT MOBILE SALON

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

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

FACIAL OFFERINGS Facial toning

Skin lightening

Scar removal

Enzyme peel

Rejuvenation , softening , detan

Aromatherapy

Fruit facials

Seaweed facials

Hot chocolate facials

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.

MARKET POTENTIAL Population Percent

Total 29916620

Male 14822288 53

Female 14343922 47

Literacy rate

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 %

COIMBATORE – BLOCK WISE

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

ROUTES

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

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

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

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

7 P ‘S OF MARKETING PRODUCT

PLACE

PROMOTION

PRICE

PHYSICAL EVIDENCE

PEOPLE

PROCESS

PRODUCT STRATEGY1. 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.

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

PRICING STRATEGYSuitable 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

PRICING STRATEGY2.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.

PLACE STRATEGY Started initial phase (pilot project) in Coimbatore covering

the four different directions (i.e)1.Avinashi Road (via )Peelamedu2.Mettupalayam Road (via )Thudiyalur3.Sathy Road (via) Ganapathy4. 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.

PROMOTION STRATEGY1.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

PROMOTION STRATEGYConduct free trials to develop promotion of salon.

Develop own website for salon.

Available packages in salons.

Available services in salons.

Special offers of salon

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.

PROCESS1.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.

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.

COMPETITIORS 350 salons across India.

Franchising Model

Three key brandsNaturals Unisex Salons

Naturals Lounge

Naturals W

Established an academy to train professionals

Revenue : 2011-17.5 Crores

2012- 52.5 Crores

2013- 78 Crores

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

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

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

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.

Hierarchy Of Service Quality Technical Quality: Beauty Services

Functional Quality : Offering at Desired place, Online Services

Service Recovery ModelService

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

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

Four Focus Strategy

ServiceFocussed

Unfocussed

Fully Focussed Unfocussed

Narrow Wide

Wide

Narrow

Markets served

Breadth of offerings

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.

Visibility Credibility Matrix

Undiscovered

Unparalleled

Unknown Undesirable

Visibility

Credibility

High

Low

HighLow

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.

Services TriangleCompany

Employee Customer

Internal Marketing – Recruitment, Training, Motivation, Appraisal

External Marketing – 7Ps

Interactive Marketing – Service Delivery

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

Financial & Non-financial burdens for a Hair SalonFinancial 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.

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