thoroughly saloon owners review and planning for new marketing and advertisement strategy

7/27/2019 Thoroughly Saloon Owners Review and Planning for New Marketing and Advertisement Strategy

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APROJECT

ONTHOROUGHLY SALOON OWNERS REVIEW

AND PLANNING FOR NEW MARKETING ANDADVERTISEMENT STRATEGY

IN

PROSELL FIELD MARKETING PVT.LTD.

Submitted in partial fulfillment of requirement ofPGDM (marketing)

Project Tenure 2 Months

UNDER THE GUIDANCE OFMr. GAURAV PANTProf.Rajesh Kumar

(CorporateGuidance) (FacultyGuidance)

SUBMITTEDTO:-

Prof. Rajesh Kumar

H.O.D. Marketing, B.S.D.

Submitted by:-

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ABHIJEETSHARMA PGDM-

2010-12

AKNOWLEDGEMENT

Acknowledgement is not only a ritual but also an expression of

indebtness to all those who have helped in the preparationprocess of the project.

I take this opportunity to sincerely thank Mr. GAURAV PANT, Project

Manager, PROSELL Field & Marketing Pvt. Ltd. for seeking

confidence in me to do this project. I also take great pleasure in

expressing my sincere thanks to my project supporter as well as faculty

guide Prof. Rajesh Kumar for his continuous inspiration and guidance

throughout the project.

I would like to take this opportunity to thank Mr. VIBHU & MOHD.

ILYAS, Trainers, PROSELL Field & Pvt. Ltd. for the full support and

cooperation offered.

I would like to thank all the members of the different verticals(MR.

AKHSAT AND ABHINAV GOYAL) for providing me the information

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about the working in their departments and giving me the opportunity of

working in different projectsduring my training in the company.

Last but not the least I would also like to thank allsaloon owners of Delhi NCR area for their support and cooperation

DECLARATION

I, Abhijeet Sharma, studying in the fourth trimester of Post Graduate

Diploma in Management, in the academic year 2010-12 at Business

School of Delhi, (AICTE approved), Greater Noida (Uttar Pradesh),

hereby declare that I have completed the project titled, Thoroughly

Saloon Owners Review And Planning For New Marketing And

Advertisement Strategyas a part of the course requirement for Post

Graduate Diploma in management, Business School of Delhi.

I further declare that the information presented in this project is true

to the best of my knowledge.

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Contents

1- Executive summary 5

2- About the company 7

3- Company clients 10

4- Company working area 11

5- Company existence area 18

6- My working area 19

7- Area of interest 23

8- Companys performance 24

9- Companys SWOT analysis 27

10-Project SWOT analysis 29

11- Company marketing strategy

31

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12- Threat force of company

32

13- Competitors threats 35

14- Lacuna in marketing strategy

37

15- Companys strong point

38

16- My penetration area

40

17- MY penetration area

41

18- Analysis

42

19- Conclusion and finding

67

20- Recommendation

69

21- Bibliography

70

22- Appendix 71

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Executive Summery

Progress is a continuous process. It is relative and absolute. We cant

stop at a certain destination and declare that target has achieved and we

need not go further. The summer training programs are designed to give

the manager of the future, a feel of the corporate happening and work

culture. These real life situations are entirely different from the

simulation exercise enacted in an artificial environment inside the

classroom and it is precisely because of this reason that this summer

training is a bridge between the institute and organization. Summer

training program made us to understand how theoretical knowledge will

be applied in practical field. It exactly in this context that I was

privileged enough to JoinedPROSELL field marketing on 9th of June

2011, as a summer trainee. The experience that I have gathered in over

the past two months has certainly provided mewith an orientation,

which I Believe will help me handle any assignment successfully in

future.

This project helped me to get the deeper understanding of the process of

promotional sales marketing. Main objective in undertaking this project

is to supplement academic knowledge with absolute practical exposure

to day to day functions of the sector.

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Promotional sales marketing which is the topic of this project refers to

an assessment of the viability, stability and profitability of a business.

This important analysis is performed usually by marketing professionals

in order to prepare new marketing strategy of advertisement. These

reports are usually presented to top management as one of their basis in

making crucial business decisions.

During the summer training period at PROSELL, I had close connection

with preparation of sales marketing and also their analysis which was

made by professionals in the marketing team of the company. This

experience was an emphasis on the importance of these Ratios which

could be the roots of decisions made by management that can make the

company. So, I was influenced to allocate the aim of this project to

study the details about these marketing and their possible effects on the

decisions made by not only people inside the company but also the

outsiders such as investors..

At the end of the project, I have made some suggestions based on

findings on the study.

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About the company

PROSELL is one of Indias fastest growing retailmarketingcompanies.

Founded in 2006 by professionals who had worked in industry and

earlier graduated from the Indian Institute of Management, Calcutta

PROSELL is on a mission tobe the best in retail industry.

A lot ofworld-class companies have expressed their confidence in its

vision, with the result that it is now a sprawling company with

over 3000 employees, a footprint that covers over 300 cities in India and

offices in Delhi, Mumbai and Bangalore.

On 30th May, 2011, the Directors of PROSELL Field Marketing Private

Limited and Channelplay Consulting Private Limited have agreed to

merge the two companies into a single entity which will be called

Channelplay Consulting Private Limited.

Channelplay was founded by SundeepHolani, TusharChauhan and

Suhas Mishra in 2006 with a vision to be Indias leading

retailmarketing company. Over time, as Channelplay saw its business

diversifying into various business verticals, the management decided tocreate separate brands for different types of businesses. PROSELL Field

Marketing Private Limited was started in 2008 for conducting all of the

manpower intensive field execution businesses like ISD programs and

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Merchandizing while Channelplay was increasingly involved in

consulting, training and retail intelligence work.

Both companies have grown well and have become well-known and

respected players in Industry and between them work with some of the

worlds biggest mobile phone, PC and consumer goods companies.

Both combined had over 43 crores in 2010-11 revenues and a team of

over 2500 professionals.

As we enter the next phase of growth, the management recognizes that

we need to not only continue working on our core competencies, but it

is also very important for us to build a strong brand that will help us in

relationships with all stakeholders clients, employees and partners.

We have thus decided to merge the two companies into a single entity

which will operate under the Channelplay name. The merger process is

a long-winded one, and shall be completed in compliance with all laws

and rules. However, all employees of PROSELL will assume

Channelplay related business identities immediately

Work culture

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At PROSELL, it is believed that our work is only a reflection of our

organizational DNA and how we feel about ourselves and our work as a

company.

Guided by this belief, PROSELL has worked methodically and

passionately to infuse its work culture with a vibrant and resonating

On the Go vibe. With a team force composed primarily of young and

energetic domain specialists, PROSELL channelizes their raring energyby giving them adequate responsibility resulting in challenging

workloads and a steep learning curve.

But while the vibrant work culture at PROSELL reels with high

responsibility riding on an energetic work force, an evaluative

performance based environment is maintained by linking career growth

to measurable performance.

The above work culture is an ideal mix of energy, responsibility and

performance evaluation which translates into an impactful and sincere

workforce treating the clients business objectives as their own.

Companys clients

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Company working area

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1 Experiential marketing

How many times have you really managed to measure the quality of

experiences you offered to your audience? While you may have

immediate sales achieved, photographs of the activity and other reports,

you end up wondering if the exercise would have any long term impact.

While the domain of experiential marketing is such that it is rather

difficult to capture the short term and long term impacts of the

experience offered to the audience, PROSELL has successfully

managed to add measurability to the impact of its experiential

marketing capability.

For one, the leads information is captured and maintained very closely

by employing advanced analytics. Also, the customer spending before

and after the activity is tracked closely, thus leading to an accurate

measurement of the impact of the experience.

At the resource level, the past performance of temporary promoters is

tracked very regularly and only the high performing promoters are

engaged for further assignments.

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So when you engage PROSELL to create an experience for your

audience, you dont need to wonder if the exercise had the desired

impact, you know it.

2 Training

Maintaining a strong grasp on the effectiveness measurement of its

training capabilities, PROSELL employs a scientifically developed

trainee assessment module providing an accurate reflection of the

trainee skills competency before and after the training.

An online evaluation tool further adds to the training effectiveness by

capturing a clear measurement of the objective skills imparted.

3 Sales force outsourcingTo evaluate the effectiveness of PROSELLs sales force outsourcing

capability, all sales information is communicated through online and

mobile based reporting systems. Not only does this make the

information visible on a real time basis, but it also ensures that the

information is beyond tampering.

To further ensure the correctness of sales information provided, the

product codes are captured and matched against databases, a sample set

of the customers are tele-called, and a dealer calling exercise is also

undertaken to gather actionable feedback.

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Serving as a supporting framework is a CRM system which enables

capturing of leads and management of different steps of the sales

funnel, thus lending an end to end control on the same.

4 Visual merchandizing

The evaluative mindset which defines PROSELLs unique advantage

spreads to multiple aspects within its visual merchandising capability.

For one, a strong measurement system ensures that there is a strong

compliance to the beat plans defined for its work force. The quality of

merchandising is also captured in the form of quantification of the

visibility share delivered.

Adding a layer of authenticity to the measurable reported, all data is

captured through mobile reporting devices in a manner that makes it

tamper proof. A photo report for every activity is provided on a real

time basis, while also capturing the geographical location of activity

execution.

In an economy where any number of products are jostling for space on a

single shelf, your product needs to stand out from the crowd. When the

customer faces an array of products, you cant wait for her to pick out

your product. Instead, your product should approach the customers

mind space actively by being presented in a manner which is striking

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and visually appealing. PROSELL is equipped to deliver exactly that,

and more.

PROSELLs ability to deliver a comprehensive visual merchandising

experience is led capably by its team of highly trained visual

merchandisers spread across top 200 Indian cities. Equipped with state

of the art mobile reporting applications, this expert team brings to its

clients a huge advantage in the form of store profiles and relationships

with more than 10,000 retailers across India.

Serving as a strong and focused framework for the operations of this

highly specialized team is PROSELLs centralized IT infrastructure

which enables sharp team management, maximizes productivity and

provides complete visibility to the clients.

So when you need your products to rise above the clutter and be seen,

choose PROSELL.

5 POS Placement

The best of strategies are often thwarted by below par execution at

ground levels. With PROSELL, foolproof strategies are not thwarted,

but accentuated by excellent execution levels.

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The POS placement capability of PROSELL is one such shining

example. While the capability delivers visually appealing and highly

relevant placement of Soft POS such as posters, danglers and other

temporary materials, this ability stems from the fact that PROSELLs

merchandising team is well trained on merchandising science and hence

delivers maximum quality of visibility at store.

The above is ably supported by PROSELLs cutting edge

merchandising system which uses mobile phone based interface

for merchandisers to give real-time control and visibility over the

operation.

Some of our Clients who have benefitted from PROSELLs POS

Placement Capability:

Sony Ericson: Weekly Coverage of over 4000 stores across 30

cities in India

Dell: Monthly Coverage of over 1200 stores across 150 cities in

India

Microsoft: Monthly Coverage of 300 stores across 8 top cities

in India

6 Kiosks and store display

To a customer, a Kiosk you set up may be a reflection of how good or

bad your business is. Equipped ably to create, design and manufacture

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complete stores, store display units(SIS) and kiosks for events &

exhibitions, PROSELL ensures your Kiosks and Store Displays are

perceived as shining examples of your Business excellence.

While having owned manufacturing facilities in Delhi & Mumbai and

vendor tie-ups in all major locations to deliver a single-touch solution

across India, PROSELL also maintains healthy relationships with top

5000 retailers of Mobiles, IT and Consumer Electronics, making it

easier get preferred spaces in the store.

While this cutting edge capability is deployed by PROSELLs teams, an

Online System ensures complete visibility into the deployment process

and post deployment life cycle.

Some shining examples of how this capability has been brought into

play for some clients:

Fabrication of SIS Units forSony Ericsson

Complete Design & Development ofToshiba Exclusive Stores

Maintenance & Refurbishment ofSony Ericsson Exclusive Stores

across India

Design and Development of SIS forMicrosoft Windows Phone

7 Mystery shopping and audit

PROSELLs mystery shopping and audit capability is closely measured

and tracked via multiples tools adopted. As a basic measure, compliance

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to the defined beat plans is ensured very stringently. To minimize any

instances of false reporting, the geographic location of the mystery

shopper is tracked. Also, in each audit, photographic evidences are

generated lending authenticity and supervision to the process.

Employing cutting edge scientific tools, a statistical analysis of audit

results is also undertaken by PROSELLs expert analysts leading to

identification of any auditor bias or non-compliance instances.

Company existence area

The company has Over 3000 employees

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Offices in all 4 metros (Delhi, Mumbai, Kolkata, Chennai)

Warehouses in 25 cities across the country

Permanent Employees presence in 125 cities across the country

Vendor ties up in top cities for:

Print & production

Temporary manpower

1 My working area:

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We are working on the project of style media. This project is related to

the advertisement and promotion in the saloon of the higher class. Style

media outsource PROSELLcompany for running same concept in

Indian saloons.Style media is an European multinational company. This

company starts with retail marketing and idea promotional marketing &

advertising. In Europe this company introduce new promotional

marketing concept in saloon & in primary stage this concept was so

successful and later on company grow on this concept with other

country to make a brand image. This company mainly advertises FMCG

products in saloons. Recently style media enter in Indian.

Style media is operating its business in many countries of Europe like

Romania, Bucharest etc. the project which is related to advertisement in

saloon is running in more than 6000 saloons in Europe by style media.

In my project I had to visit the saloon of high class and done the

contract of five years for the space of four A4 size sheet, 50 cm.

adjacent to each of the active mirror for advertisement in the saloon

.During my work on this project I usually followed three or four steps-

1.1 First step

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In the first step I used to observed the location where the saloon is

located ,its interior, its image in the market because in this project I

only had to visit the saloon of higher class .To make sure that the

particular saloon comes under our criteria we first look its location then

observed that all the facilities are available in saloon like air condition

,fridge, television and the charges they have for hair cutting and

saving .after that we asked to saloon owner or manager about the

footfalls in their saloon

1.2 Second step

After selecting the saloon for visit we asked to meet the saloon owner or

manager or whoever is the authorized person in the saloon if any

authorized person is not there we took their visiting card and take

appointment from him. Then we told them about the concept and

obligation of the saloon owner and the company and terms and

conditions of the contracts one by one and if there is any doubt in the

mind of saloon owner we solve all the doubts and confusion related to

concept.

1.3 Third step

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After giving the presentation and solving all their doubts and

confusion we told them to fulfill some formalities regarding the contract

.there are two parts of the contract in the first part we asked them some

general information about the saloon like name of the saloon ,its owner

name, its address, and the mode of payment in which they are interested

and in the second part some data of saloon like their opening days and

hours ,their footfalls, and other general information which satisfy our

criteria.

1.4 Fourth step

In the fourth step if any saloon owner wants some time to think we

ask him about the time and put it into our follow up list. If any saloon

owner is not interested to do with the contract we reject him from our

list .If any saloon comes under the chain then we need to go to the head

office of that chain of saloon.

2 My immediate mentor

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Mr. Gaurav Pant

Designation-Project Manager

Area of interest- Marketing

Achievements Mathematics (H) D.U

Post Graduate MBA (Marketing) IBS (Bangalore)

Tenure with the Company 1.5 yr

Started as Assistant Manager in Bangalore for PROSELL

now working as Project Manager for the Style Media andTata DoCoMo Project in PROSELL.

My Area of Interest:

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Areas on which we are working are related to the marketing strategy of

PROSELL and style media, saloon owner behavior towards the concept

and the PROSELL, customer attention towards the advertising pannels

and the marketing channel adopted by PROSELL as well as stylemedia.

Companys Performance

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As we can see on the above fig. a performance pattern of the company.

A growing pattern is there in the fig which shows a great successive

future for the company. As the graph is going n upward direction from

year 2007 to 2011 which means that the starting or you can say the

initial stage of the company shows a good report and performance.

Number of clients increasing year by year. Co. is going according to

their tag line On the go which states the continuous growth of the

company. As you can see that in initial first year they have only 2

clients but now they have 14 clients with their selves. So company has a

bright future in this era of globalization.

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From the above chart we can say that in the initial stage company was

not present in the most of the cities because of that it was facing the

problems but accordingly they increased their presence so that they can

improve distribution and supply chain. After this they able to reduce the

cost and increase their profit. To operate this effectively they used

wheel and hub model of distribution and to control them they have their

offices in the four metros cities of India Delhi, Mumbai, Kolkata,

Chennai.

In the initial stage the presence was in only 25 cities which hasreached to 130 cities from 2007 to 2011.Which shows the upward

growth of the company.

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In this figure you can see that revenue in the initial stage of the

company was just 92 lakhs as the comparison of 300 employees. But

now you can see it has grown from year to year time to time andshowed a growth path which in result is today 4300 lakhs thats a great

sign of achievement and growth well the company is on increasing path

and soon it will be all across the world to show their potential. And you

can also see that they are showing the great growth in just span of 3 year

they the human resource of 3100 employees which shows their growth

pattern across the country. Soon they would be the leading retail

marketing company and will get in the heart of their consumer.

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Companys Analysis:

1 Strength

Client base

Real time report generation use of it tools

Highly qualified and experienced directors and Management

(IIM)

Young and enthusiastic team average age 30

Strong channel building

Two way communication within the organization

Friendly and strong communication between superior and

subordinate

Employees Presence over 130 cities

Strong distribution channel and supply chain (wheel and hub

model)

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2 Weakness

Company is in initial stage

Lack of advertisement and promotion

Weak planning process

Weak execution process

Weak HR Policies

Inappropriate organizational structure

3 Opportunities

New sector

Less competition in the market

Huge scope of advertising and promotion

Successive future opportunities overseas

Will avail further benefits by strong and exclusive clients

from the market

Vast scope of information technology

4 Threats

Threat from new entrance

Threat from competitors

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Over Dependency on the clients

Poor planning and policies can also delay the success

Product (concept) Analysis

1 Strength

No investment required from the saloon side

There are free gifts, samples, discount coupons and prizes

for the saloon owner, their staff and for their customers.

Earning opportunity from the free space

Holidays and Payment is also there for them

Not disturbing any contract regarding their profession

2 Weakness

Payment terms are comparatively very less

Style media is an overseas Company; people generally do

not believe its marketing strategy.

Project is not started in India so people are not sure about it.

Four advertising panel adjacent to each minor create

problem

Project duration is of five years which is too long

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3 Opportunities

Once the project will start different big names of FMCG will

also advertise their product through style media

After looking the benefits others saloon will also enter in the

contract and will ready to give the space in their saloon also.

As the style media will be establish its business in India

saloon will get more benefits.

Saloon will able to increase footfalls in their saloon

Saloon will able to increase their customer loyalty

4 Threats

As we know that style media is an overseas company so it

will follow foreign marketing strategy which may not work in

Indian culture

It also does not know the behavior of Indian consumer so

may face to make the adjustment

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Others Indian company which better know the behavior of

Indian people can adopt this idea and will get the benefits out

of it.

Style media does not have any office in India so it will face

problem in float their operation in India

If the project of style media does not work in India the

market image and reputation of PROSELL will also get

effected

Companys marketing Strategy

PROSELL adopt different types of marketing strategies for different

projects and do thoroughly analysis of the project on which they is

going to work .they follow many steps before actually implement their

plan. They have also done the analysis and market research for this

project and followed many steps accordingly.

1- First of all they did the research on the behavior of the saloon

owner for this they sent their expert team and got the views of

the saloon owners.

2- Secondly, they got an idea that how many stores one person can

visit in a day.

3- Then they analyzed the conversion ratio means in how many

visits a person can get a contract.

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4- After that they thought about their costing

5- Then they thought that for this project they need large volume

of sales force and they cannot go with the fixed force

6- After thinking about their costing and the requirement of the

sales force they made the decision for hiring the interns for this

project who are willing to work in the sales.

7- Then they create a pitch and conduct several demo and mock

session which helped the interns to actually in which manner

they have to give the presentation

8- After these session they sent their expert team member with the

interns on the field so that interns may get the feeling of real

world

Threat Force of Company

1Threat of new entrants-

As we know that this is absolutely new concept in the Indian

market and this concept is providing the perfect visibility to the

customers we also know that advertisement has become veryimportant part for the success of any product or service and all

companies want their advertisement to be placed in that place

where it can get the perfect visibility. Because this concept is

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giving the perfect visibility to the advertisement companies will

defiantly go with this concept so after knowing this there will be

many other companies will come in the market with this concept

or may be better than this. Hence PROSELL has the biggest

threat from the new entrants.

2Bargaining power of buyers (saloon owners)

This is also a threat for the company because we use the

space for the advertisement in the higher class saloon and these

types of saloon has big market image in the market. These saloons

also do advertising of the product related to their profession and

also paid highly for the advertisement. Hence they asked for the

better offer and negotiate on the offer. Because of this sometimesthey refuse to give the space for the advertisement.

3Bargaining power of suppliers (clients)

At this time there is no competitor in the market Because this

idea is of the style media and this is a unique concept adopted by

style media for the advertisement after the research of two year

which is very much successful in Europe but in future the

competitors will definitely get entry in the advertising industry

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with this concept and then client will also have the options to

choose one of them. Hence they will also bargain on their costing

and for getting the contract we will have to compromise on the

cost which will be decided by both the parties. Hence the profit of

the company will decrease.

.

4Threat of substitute product (anotherconcept same or better than this)

This is the unique idea of style media to advertise in the

saloon but style media does not know the Indian mentality .we

know that role of advertisement will be very much important in

future so many of the Indian company will come to follow this

concept which will give the better benefits and better concept like

more benefits for less space and will get more attention of the

saloon.

5 Rivalry among existing firms

Because this concept is totally new and unique and there is not any

company which is working with this concept. Hence at this time

there is not any competitor in the market and there is no chance of

rivalry from the existing firms

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If the client moves between running projects this can make

huge loss to the company so the dependency on the client is

on peak

They have to be innovative all the time to make the

consumer or client get attracted towards the project

2 Internal:- By company itself

As a marketing company they are not that much indulge in

their own marketing

Human resource policies are not strong to handle the staff

and give some kind of motivation factors Planning process should be accurate or otherwise this will

make the cost get increase and this can move the project in

darkness

They have to analyze the data in a proper and appropriate

way so they can work in a efficient and effective way

They have to ensure that project will run and according too

that they have to calculate the cost in that manner so they

can make sufficient profit out of that

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Lacuna in marketing strategy:

As a marketing organization they dont have their own fix

marketing channel

They are not in the first preference in the mind of the

consumer.

They do not have proper organizational structure that why

there is ambiguity in work.

They do not have an alternative plan on the delay or

failure of first plan

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Companys strong point:

1Client base-

Company has a branded and repudiated client base which create a

good market image. Their main working areas are visual

merchandizing and audit and mystery shopping. Their work with

some of their privilege clients are given below:

DELL - Merchandising, hard branding and audit

COKE - Distribution

SAMSUNG -

TOSHIBA - Sales force outsourcing, merchandising

INTEL -

SONY - Merchandising

LG - Merchandising, Sales force outsourcing

BLACKBERRY - visual merchandising

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TATA DOCOMO -- visual merchandising, hard branding

MICROSOFT -Training, visual merchandising

NOKIA CARE -Audit, training

DELL EXCLUSIVE -Audit

INQ - visual merchandising

2 Real time report generation use of ittools-

PROSELL provide the quick and real time report with the use of

information technology tools. They have their strong information

technology department where they use different types of software

for different types of activities

3Onlineprocess-

Their all the process are done online.with the help of their strong

IT department they do all the process online. Some of the software

which they use for different types of activities are as follows:

Radar(Visual merchandising)

Hawkeye (Audit)

Francis (Claims)

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4 Young and enthusiastic team averageage of thirty (30)-

Company has the workforce at the average ageof thirty. They can work in more energetic wayand in less time period. They have desire to learnand always ready to work at any circumstances.

Therefore by their young and enthusiastic teamcompany will touch the height of the sky.

My penetration areaMarketing strategy according to company

Company provided us datasheet in which the name and the

address of the saloon were mentioned and also they provided us

the sales pitch by which we have to sell the concept.Mock sessions

were also there to make us fluent and convincible. We were

divided into teams and each team should have visited at least 10 to

12 saloons and the conversion ratio should be minimum 20% .so

that a team should get at least 2 contract per day. They have also

told us how to tackle the some confusing situation.we have to give

the information about the concept only to the saloon owner,

manager or any other authorized person who can take the decision

that they are ready to go with the contract or not because the other

staff cannot take the decision and our time will be wastes there.If

the saloon owner was not present in the saloon the also provided

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us a proposal in which the concept was written in the summarized

manner and we will have to take the visiting card of them and take

the appointment of some another day.

We were also provided a information panel which will be placed

near by the mirror. We have to show that panel to the owner so

that they can get an idea that how it will look after placing.

My penetration areaMarketing Strategy different from company

We have filtered the datasheet which was provided to us so that

we can work in a proper schedule. We crosschecked the datasheet

with just dail.com and yellow pages, sulekha.com so that we can

get the exact location of the saloon. We also visited those saloons

which were not mentioned in our datasheet.

We carried our laptops so that we can show them the

real look that how the advertisement panel will look and what

exactly the idea .we did the secondary research about the company

and its project because this project has already started in Europe.

we also collect the information about the PROSELL so that if any

query will asked about the company, its client and working area

we immediately give them all desired information.

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We converted that sales pitch into business proposal so

that we could get more attention. We also modify the sales pitch

according to the status of the saloon and add some examples

which support our concept.

My Analysis

OBJECTIVE OF THE STUDY

THOROUGHLY SALOON OWNERS REVIEW AND

PLANNING FOR NEW MARKETING AND

ADVERTISEMENT STRATEGY

The study has also other distinct objective as preference towards

concept and company.

Other factors which attract them are customers increment, loyalty and

earning from free space.

Need of the study

The project was an attempt to explore the marketing strategy and the

salon owners reaction towards the advertisement. The project was

started on 09-06-2011 after knowing relevant information about the

PROSELL and the concept of style media. The project started in Delhi

region covering all the segment of people. In project we met THIRTY

saloon owners and know about their behavior towards advertisement

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through questionnaire. During our work we found the perception of the

people about advertisement, what they get from it, and if they ask

aboutthe product which is advertised in front of them andwhat should

be the appropriate strategy for the organization.

RESEARCH METHODOLOGY

Research Methodology in a way is a written game plan for conducting

research. Research Methodology has many dimensions. It includes not

only the research methods but also consider the logic behind the

methods used in the context of the study and complains why only a

particular method or techniques has been used. It also helps to

understand the assumptions underlying various techniques and the

criteria by which they can decide that certain techniques will be

applicable to certain problems and other will not. Therefore in order to

solve a research problem, it is necessary to design a research

methodology for the problem as the some may problem to problem.

This part focus on the various techniques ,methods and assumption used

in this study .It sheds light on the research problem , objective of the

study , and also its limitation .The later part explain the manner in

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which the data are collected ,classified ,tabulated analyzed and

interrupted so as to each to conclusive result.

The study is diagnostic nature and thus the overall research design is

going to be rigid.The design should provide enough provision for

protection against biasness and must maximize reliability.

RESEARCH METHODOLOGY

Based on the objective of study, it was found that an exploratory and

conclusive research will solve the purpose in most effective way.

exploratory research approach was adopted for the study.

Source of data

Considering the research objective and type of research, both primarydata and secondary data was decided to be the source of data for

the research.

Research method

survey method was chosen asresearch method for the data collection

Data collection method

A structured questionnaire was developed as data collection instrument.

Thinking about the time constrain of the respondent only closed ended

were placed in the questionnaire.

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Data Analysis and Presentation:

SPSS was used for tabulation, data analysis and preparing graph-chart.

Salon Location

Frequency Percent Valid Percent

Cumulative

Percent

Valid Residential 5 16.7 16.7 16.7

Shopping Centre 8 26.7 26.7 43.3

High Street 11 36.7 36.7 80.0

Mall 6 20.0 20.0 100.0

Total 30 100.0 100.0

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In our sample of 30 salon 63.4% i.e. 19 salons are in shopping Centre

and high street and a very few are in residential area which are only

16%.

Do You have any contract with any company

related to your profession?


Cumulative

Percent

Valid Yes 23 76.7 76.7 76.7

No 7 23.3 23.3 100.0

Total 30 100.0 100.0

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In this chart we can find out around 76% of the salon have contract

with any company related to their profession. LOreal is the market

leader followed by Matrix and O3+ in this category.

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Do you provide any value added service(VAS) to thecustomers?


Cumulative

Percent

Valid Every Customer 6 20.0 20.0 20.0

Privilege Customer 16 53.3 53.3 73.3

Only If asked 5 16.7 16.7 90.0

No 3 10.0 10.0 100.0

Total 30 100.0 100.0

From the above fig. we can find out that salon owner are providingvalue added services most of the time to their privilege customers.

Services like Tea, Coffee, Cold Drink and etc.

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Are you interested in contract?


Cumulative

Percent

Valid Yes 23 76.7 76.7 76.7

Want Some Time 7 23.3 23.3 100.0

Total 30 100.0 100.0

When we approached to the salon owners for the contract most of them

said yes they are agree for this advertisement and some of them said

they just want some time to think as there were some issues with them

regarding contract.

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Please specify the reason to accept the contract?


Cumulative

Percent

20Valid It will increase customer

loyalty

4 13.3 17.4 17.4

It will increase footfall 6 20.0 26.1 43.5

Earning source for free space 3 10.0 13.0 56.5

Becouse of exclusive benefits 8 26.7 34.8 91.3

Others 2 6.7 8.7 100.0

Total 23 76.7 100.0

Missing System 7 23.3

Total 30 100.0

After accepting the contract we asked them the key reason behind

accepting the contract then out of 30 respondent 34.8% replied because

of exclusive benefit and around 26% replied to increase footfall.

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Your Average customer in a month?


Cumulative

Percent

Valid Less than 500 9 30.0 30.0 30.0

500 to 1000 14 46.7 46.7 76.7

1000 to 1500 4 13.3 13.3 90.0

1500 to 2000 3 10.0 10.0 100.0

Total 30 100.0 100.0

Here the fig. suggest that out of 30 respondent around 47% salon have

500 to 1000 customers in a month and 30% are having below 500

customers and rest of them have more than 1000.

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How often do customers visit the salon?


Cumulative

Percent

Valid More than once a month 9 30.0 30.0 30.0

Once a month 9 30.0 30.0 60.0

Once every month & Half 10 33.3 33.3 93.3

Once every 2 month 2 6.7 6.7 100.0

Total 30 100.0 100.0

In the above fig we came to know around 60% people goes to salon

once or more than once in a month.

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What would be the suitable day to get yourappointment?


Cumulative

Percent

Valid Tuesday 14 46.7 46.7 46.7

Thursday 13 43.3 43.3 90.0

Saturday 3 10.0 10.0 100.0

Total 30 100.0 100.0

Here we found that suitable day for getting a contract done is most

likely Thursday and Tuesday both days acquire area of 90% in the

response. So it will be better to work more actively on both of the days.

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Does the customer get attracted towards theadvertisement?


Cumulative

Percent

Valid Always 12 40.0 40.0 40.0

Frequently 9 30.0 30.0 70.0

SomeTimes 7 23.3 23.3 93.3

Very Few 2 6.7 6.7 100.0

Total 30 100.0 100.0

In this fig. we came to know an exciting part which states that 70%of

the customers get attracted and approaches towards the advertisement

frequently and always.

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Customer Liked advertisement in the salon?


Cumulative

Percent

Valid Liked a lot 11 36.7 36.7 36.7

Liked 13 43.3 43.3 80.0

Neither liked no disliked 5 16.7 16.7 96.7

Disliked 1 3.3 3.3 100.0

Total 30 100.0 100.0

80% of the customers Liked or liked a lot the advertisement in salon and

only 4% of people are not in favour of this innovative idea to advertise

in salon

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Did customer remember any advertisement inthe salon?


Cumulative

Percent

Valid Yes 19 63.3 63.3 63.3

No 11 36.7 36.7 100.0

Total 30 100.0 100.0

Here we got to know that from among the 30 respondents 64% i.e.19

saloons owner said that customer remember the advertisement in the

saloon.

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Did customer remember adverts for a specific FMCG brandin the salon?


Cumulative

Percent

Valid Immediate 11 36.7 36.7 36.7

Overall spontaneous Recall 12 40.0 40.0 76.7

Aided Recall 7 23.3 23.3 100.0

Total 30 100.0 100.0

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Something interesting came out from the above fig.which states that

around 77% saloon has the view that customers has immediate recall

and overall spontaneous recall of the advertisementWould customer welcome receiving a sample of an

FMCG product?


Cumulative

Percent

Valid Defiantly Yes 8 26.7 26.7 26.7

Rather Yes 17 56.7 56.7 83.3

Rather no 5 16.7 16.7 100.0

Total 30 100.0 100.0

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From this fig.we can observed that 83.3% of the saloon owner said

that people would welcome to receive the sample of the FMCG

product.

Chi-Square test -1

H0: Experience of salon and No. of customer are independent of eachother

H1: Experience of salon and No. of customer are dependent of eachother

Note- Since data related to two different attribute is collected

(it appears from marketing prospective therefore chi-square as test of

independence is indicated)

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

For how many years you are

in this field * Your Average

customer in a month?

30 100.0% 0 .0% 30 100.0%

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For how many years you are in this field * Your Average customer in a month? Crosstabulation

Count

Your Average customer in a month?

TotLess than 500 500 to 1000 1000 to 1500 1500 to 2000


in this field

Less than 3 years 8 0 0 0

3 to 6 years 1 11 0 0

6 to 9 years 0 3 1 2

More than 9 years 0 0 3 1

Total 9 14 4 3

Chi-Square Tests

Value Df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 49.058a 9 .000

Likelihood Ratio 49.427 9 .000

Linear-by-Linear Association 20.966 1 .000

N of Valid Cases 30

a. 15 cells (93.8%) have expected count less than 5. The minimum expected

count is .40.

SPSSOutput :

1. First table shows that there is no missing data.

2. Second table shows that the cross tabulation between experience of salon

and No. of customers.

3. From the third table Pearson chi-square significance value of two tail test .

00 which is very much less than alpha=.05

Therefore reject H0 and accept alternate hypothesis which isH1

Hence salon which has more experience also has more customer

footfall.

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Correlation

H0: Experience of salon and No. of customer are not correlated

H1: Experience of salon and No. of customer are correlatedCorrelations

For how many

years you are in

this field

Your Average

customer in a

month?


in this field

Pearson Correlation 1 .850**

Sig. (2-tailed) .000

N 30 30

Your Average customer in a

month?

Pearson Correlation .850** 1


N 30 30

**. Correlation is significant at the 0.01 level (2-tailed).

From the above SPSS output it is clear that coefficient of correlation r

between Salon experience and customer footfall is .850

i.e.there is strong positive correlation.

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i.e. coefficient of determination is .7225 this implies that about 72.25%

variation in the dependent variable can be explained by independent variable

27.75% unexplained variables.

Two tailed significance value = 0 which is less than .01 therefor reject H0 andaccept H1

Chi-Square test -2

H0:Customer approach and customer liking advertisement areindependent of each other

H1:Customer approach and customer liking advertisement aredependent of each other

Note- Since data related to two different attribute is collected

(it appears from marketing prospective therefore chi-square as test of

independence is indicated)

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

Does the customer approach

towards the advertisement? *

Customer Liked

advertisement in the salon?

30 100.0% 0 .0% 30 100.0%

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Does the customer approach towards the advertisement? * Customer Liked advertisement in the salon?

Crosstabulation

Count

Customer Liked advertisement in the salon?

TotalLiked a lot Liked

Neither liked no

disliked Disliked


towards the advertisement?

Always 10 2 0 0 12

Frequently 1 8 0 0 9

SomeTimes 0 3 4 0 7

Very Few 0 0 1 1 2

Total 11 13 5 1 30

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)




N of Valid Cases 30

a. 15 cells (93.8%) have expected count less than 5. The minimum

expected count is .07.

SPSSOutput :





00 which is very much less than alpha=.05

Therefore reject H0 and accept alternate hypothesis which is H1

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Hence if a customer likes the advertisement in the saloon will approaches

towards the advertisement.

Correlation-2

H0: Customer approach and customer liking advertisement are notcorrelated

H1: Customer approach and customer liking advertisement arecorrelated

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Correlations

Does the

customer

approach

towards the

advertisement?

Customer Liked

advertisement in

the salon?


towards the advertisement?



N 30 30

Customer Liked

advertisement in the salon?



N 30 30




i.e.there is strong positive correlation.




Two tailed significance value = 0 which is less than .01 therefor reject H0 and

accept H1

Chi-Square test -3

H0: Remembering the FMCG add and welcome to receive FMCGsample are independent of each other

H1: Remembering the FMCG add and welcome to receive FMCGsample are dependent of each other

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Chi-Square Tests

Value Df

Asymp. Sig. (2-

sided)




N of Valid Cases 30

a. 7 cells (77.8%) have expected count less than 5. The minimum expected

count is 1.17.

SPSSOutput :





011 which is less than alpha=.05

Therefore reject H0 and accept alternate hypothesis which is H1

Hence if a customer remember the advertisement of FMCG product it

will also welcome to receive the sample of FMCG product.

Correlation-3

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H0: Remembering the FMCG add and welcome to receive FMCGsample are not correlated

H1: Remembering the FMCG add and welcome to receive FMCG

sample are correlated

Correlations

Would customer

welcome receiveing a

sample of an FMCG

product?

Did customer

remember adverts for

a specific FMCG

brand in the salon?

Would customer welcome receiveing

a sample of an FMCG product?



N 30 30

Did customer remember adverts for

a specific FMCG brand in the salon?



N 30 30




i.e.there is positive correlation.




Two tailed significance value = .001 which is less than .01 therefor reject H0

and accept H1

Conclusion:

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Findings:-

Most of the salon are in shopping Centre and high street

Most of the salon have their advertisement contract with oneor more than one company related to their profession

LOreal Matrix and O3+ are the popular brands in this sector

Most of the salons provide value added services like tea,

coffee, cold drink to their privilege customers or if asked by

customer

There are some reason like increase customer loyalty increaser

footfall and exclusive benefit

Effective and efficient working day for getting a contract donewould be Thursday and Tuesday

Most suitable timings are between 12noon to 6 pm to work

On the basis of findings we came to know that we can place

panels in waiting area also because average customer spends

time in waiting area around 20-30 min.

People visits the salon more than once or once in a month

mostly Customer likes this innovative idea of placing advertisement

in salon

Most of the people are agree and in favour to advertise in

salon

Almost every customer remember the advertisement of FMCG

brands and welcome receiving the sample of it

Salon which has more experience also has more customer

footfall. If a customer likes the advertisement in the saloon will

approaches towards the advertisement.

If a customer remember the advertisement of FMCG product it

will also welcome to receive the sample of FMCG product.

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Limitation:-

No project is without limitationsand itbecomesessentialto figureout

thevariousconstraintsthat we underwent during thestudy.Thefollowingpoints in thisdirectionwould addto our

totaldeliberations:-

We did not get complete feed from the respondent about the

question as they were busy in their work.

Availability of respondent was often a great concern as they

are quiet busy as their assign task.

The survey was based on completely random sampling .so

there is always a chance of error up to a certain limit.

Sincerity of answering the question cannot be judged.

The behaviour of the customer while approaching them to fill

the questionnaire was unpredictable.

The shortage of time was another constraint of the study.

Lack of customer cooperation was a major constraint.

The study is based on limited knowledge and informationprovided by the marketing personnels and respondents who

were available for filling up the questionnaire form.

The size of the sample is restricted to30 looking to the nature

of the study and due to time and money constraints relatively

smaller sample was chosen thus the results drawn may be may

be different from the opinion of the universe

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Recommendation

As seeing the acceptance of this concept in metro cities, companyshould also focus on other cities.

Contract should include the stamp and signed of the official of

PROSELL.

Contract should include List of companies.

Strongly active days should be Thursday, Tuesday and Saturday.

Timings should be 12 to 6pm.

Should work on the HR policies.

More actively should work on the most suitable timings.

Contract should look more official and more attractive.

Should work on their own Marketing.

A proper marketing research should be there.

As LOreal and Matrix are the leader company can get the

contract with them also about retail marketing.

They should adopt better marketing techniques to increase

awareness among the customers.

Company should also think about the advertisement in the waiting

area of the saloon.

Flexibility should be there in the contract to gain the more saloons.

Company should place the advertisement according to the status

of saloon.

To avoid the competition company should not delay the project.

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BIBLIOGRAPHY

www.channelplay.in

www.ProSell.in

www.wikipedia .org

www.facebook.com/channelplay

REFERENCE BOOKS:

Research methodology(2010),R .Pannerselvam

PHI Learning Pvt. Ltd,NewDelhi.,Eighth edition.

Research methodology(2010),ZIKMUND

PHILIP KOTLER (2009) Marketing Management

Prentice Hall Pvt. Ltd,NewDelhi,Millenium edition.

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APPENDIX

6th Floor, Tower 2, Pearls Omaxe,NetajiSubhash Place, Delhi - 110 088, India

Dear Sir/Madam,

Thoroughly Saloon Owners Review And PlanningFor New Marketing Strategy

Please help me to better understand and analyze the topic by completing the survey below.

Personal Details

Salon Name: ___________________________________ Contact number (Optional):

Salon Type: Gents Salon Ladies Parlour Unisex Salon

Salon Location: Residential Shopping centre High Street Mall

Questionnaire

Q1: For how many years you are in this field?

A) < 3years B)3-6Years C)6-9Years D)>9Years

Q2: Do you have any contract with any company related to your profession?

A) Yes B) No

Q3:If yes then company name?

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A) LOreal B) Matrix C) Lakme D)Schwarzkopf

E) O3+ F) Others_________________

Q4: Do you provide any value added services (VAS) to the customers?

A) Every Customer B) Privilege Customer

C) Only if asked D) No

Q5:Are you interested in contract?

A) Yes B) No C) Want some time

Q6: Please specify the reasons to accept the contract?

A) It will increase customer loyaltyB) It will increase footfallC) Earning Source from free spaceD) Because of Exclusive BenefitsE) Others Please specify___________________

Q7: Please specify the reasons for not accepting the contract?

A) Does not want to spoil the decoration

B) Does not want any advertising

C) Too many frames per mirrors

D) Not Enough cash money

E) Does not want to make contract with a overseas company

F) Others Plz specify_________________

Q8: Your average customers in a month?

A) 2000

Q9: Are you Seven Day open?

A) Yes B) No, Tuesday closed

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Q10: What would be the suitable day to get your appointment?

(Tick any two options)

A) Sunday D) Wednesday G) Saturday

B) Monday E) Thursday

C) Tuesday F) Friday

Q11: Peak Hours of day?

(Tick any two options)

A) 10am to 12Noon C)4pm to 6pm

B) 12pm to 2pm D)From 6pm to closing

Q12: What is the average time a customer spends in your salon?

A) Less than 30 min C) 1 hr.to 1hr30min

B) 30 min to 1hr. D) More than 1hr30min

Q13: Average service time (Shave and haircut)?

A) 15min to 30min C)45 min to 1hr

B) 30min to 45min D)1hr. and above

Q14: Does the customer get attracted towards the advertisement?

A) Always D)Very Few

B) Frequently E)Rarely

C) Sometimes

Q15: How often do customers visit the salon?

A) More than once a month D)Once every 2 months

B) Once a month E)Once every 3 months

C) Once every month & half F)Less often

Q16: Customer liked the advertisement in the salon?

A) Liked a lot

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B) Liked

C) Neither liked nor disliked

D) Disliked

E) Disliked a lot

Q17:Did customer remember any advertisement in the salon?

A) Yes B) No

Q18: Did customers remember adverts for a specific FMCG brand in the salon?

A) Immediate recall

B) Over all spontaneous Recall

C) Aided Recall

Q19:Would customers welcome receiving a sample of an FMCG product?

A) Defiantly Yes C)Rather No

B) Rather Yes D)Defiantly No

thoroughly saloon owners review and planning for new marketing and advertisement strategy

Documents