Lakme Salon Service Marketing

Submitted To: A PowerPoint Presentation by: Prof. Kasturi Rangan Debashish Sarkar (18)

K V N Raju (30)Namrata Singhal (47)Priyojeet Kumar (61)

About Us First salon chains in the country provides the modern

Indian woman with a plethora of beauty and grooming services.

Repertoire of professional beauticians, hair artists and stylists meets international standards and its plush, feminine interiors leave you feeling refreshed, rejuvenated and inspired.

Competitive pricing, unmatched expertise and wide range of services.

LAKME SALON

CUSTOMERSPROFESSIONALS

IInternal Marketing

EExternal Marketing

Interactive Marketing

SERVICE TRIANGLE MODEL OF LAKME SALON

Services Delivery

• Trained Professionals – Hair expert – Sudeep Grover ; skin expert – Sushma Khan, Bridal Expert - Cory Walia.

Excellent Interiors & Ambience for women

Innovative products and premium services to men

External Marketing

External Marketing consists of the 7P’s of marketing. They are as follows -

• Price• Place • Product• Promotion• People • Process• Physical Evidence

Price• Lakme Salons have wide price range according to the various

services they provide to the customers.• E.g. - Hair Care, Hair cuts and various specialized services

like bleaching, waxing etc.

Place Located in areas like women working areas, commercialized

areas, malls, posh areas.E.g.- Hazratganj in Lucknow, Banjara Hills and Madhapur in

Hyderabad, South City Mall in Kolkata etc.

Products A wide range of Lakme products are used in

Lakme Salon.

Promotion Electronic/Print media. Word-of-mouth. Sponsorships (Lakme Fashion week) Lakme dedicated outlets

People• Service Personnel-- Professionals like Cory Walia (Bridal expert)-- Sudhir Grover (Hair Care Expert)-- Sushma Khan (Skin Care Expert) • Customers-- Brand ambassador - Kareena Kapoor It has a huge loyal customer base because of the kind of service they

provide to the customers.

Physical Evidence

• Peripheral Evidence: Lakme Salons provides gift vouchers to its regular customers and also provides loyalty cards.

• Essential Evidence: All Lakme Salons are maintained with a unique and soothing ambience (music, interiors, magazines etc.)which gives an unique experience to the customers with high satisfaction levels.

Process

• Job shop operations.• People processing like hairdressing, facials etc.• Mental stimulus processing through magazines Vogue, Femina,

Cosmopolitan etc.

SServices Offered

Service Personnel and Some objects SSatisfaction

tInput OOutput

Internal MarketingIt includes all the qualities and values that company needs to pass on to its employees for providing best service to its customers. Recruitment Competency mapping Training Compensation Motivation Recognition Incentives Sense of involvement Sense of belonging

Gap AnalysisThe top 5 salon chain companies in India are:-

Line of Visibility

• I-cards mentioning the profile of the people working in salon

• Online details of expertise of workers in that specific salon.

• Mentioning the details of the products being applied.

Non Financial Burdens• Hedonic Exceptions - Music, Ambience, Décor, Room

fresheners.

• Risk of Injury – Location of the place (well developed connecting routes)

example – Shopping malls, posh areas.

• Feeling Inadequate – beauty tips and slight add-on services.

• Example - After threading, highlighting the eyes with slight make-up to experience the difference before and after visiting the Lakmé salon and also how to differentiate the same for a party or professional look, directions of highlights

• Fear & Anxiety – no usage of products beyond expiry dates, hygienic maintenance (fresh towels, clean equipments).

Effort Cost Reduction

• Online services available by use of video on their website Example – for face cleansing, party or professional look(shades,

kohl)

• Online Bookings - bridal look, hair cut, hair styling and color techniques, spa, massage.

• Contact – toll free numbers ; proper details of people at Lakme salon in a particular area; contacts of the people operating in the salon.

Service OperationsJob Shop Operations – Lakme offers several service options

and facilities to its customers. Spa Bridal & Groom make-ups Massage Manicure & Pedicure Hair-cutting & styling Facials

Fruit Acne Dry skin Oily skin

People Processing – In all the services provided by Lakme salons, tangible action is done on the customer’s body.

Mental Stimulus Processing - Via it’s advertisement and promotional techniques, Lakme touches upon people’s mind in an intangible way.

The primary mediums are – Hoardings Online advertisements Lakme fashion week The celebrity beauty in its fashion week Using sponsors like Gitanjali for Lakme fashion week

THANK YOU!!!!