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T. SaiRam Singh (131103) Lijo Anto(1312)V. Harshitha (1311) Ayan Chowdary(1312)V. Sruthi Keerthi (131145)
SERVICES MARKETINGTERM PAPER
AGENDA• INTRODUCTION
INDIAN HAIR INDUSTRY
JAWED HABIB
• PHYSICAL ELEMENTS
• SERVICE MARKETING MIX
• PROVIDER GAPS
• SERVICES MARKETING TRIANGLE
• SERVICE BLUEPRINT
• PRACTICALITY OF BLUEPRINT
• POTENTIAL FAIL POINTS
• SOLUTIONS
INDIAN HAIR INDUSTRY• No, professional hair care market existed 15
years ago.
• In 2011, the retail share of these products reached 25% via the salons.
• 168,000 salons are divided into three types of structures:
Traditional barbers (68%),
Women’s beauty institutes (30%),
and modern, unisex salons.
INDIAN HAIR INDUSTRY
• Constantly growing market (+16% in 2010).
• The Indian Salon franchise today has over 5,000 salon franchisees.
• Franchise salons will stand to cover 25 per cent of the overall organized industry by 2015 and will grow to be more than $2 billion.
• Example: JH, Mirrors, Lakme, Naturals etc.
JAWED HABIB• Currently operate a total of 414 outlets across
24 states and 90 cities in the country.
• Mission: To organize the hair industry in India and bring it at par with global standards by imparting training and regularly upgrading skills to benefit people connected to Hair.
• International foot prints: United Kingdom, Singapore, Dubai, Ajman, and Sharjah.
• Operates through COO, and franchisee.
Franchisee
• Franchise Eligibility:Should have capability to Invest and manage
own unit, prior experience not necessary.
Support:
Staff recruitment, Marketing & promotion planning, salon designing & artworks, salon management training, staff-up gradation training.
SERVICES AT JAWED HABIB:
Hair Essentials:
Cut & Finish
Styling:
Hair Up
Flat Iron
Tonging
Roller Set
Treatments:
Hair & Scalp Treatments
Brazilian Blow Dry
Technical:
Global Color
Regrowth Touch-up + Color Polisher
Highlights / Lowlights
Color Correction
Full Hair Perm / Straightening
Partial Hair Perm / Straightening
Korean Perm
Digital Perm
Brazillian Straightening
Hair Relaxing
Rebonding
Physical Elements
Decorum:White/Cream Flooring and colorful wall paintings.Comfortable and high class furniture.Bold shaped large mirrors.
Lighting:Bright White light-very natural.Reveals how customers hair looks in natural light.
Employee appearance:A fine Uniform of JH-RED shirt and BLACK Pant.Good looking and Lite make up & with new hair styles.
Physical ElementsMusic:
Radio(Mostly Mirch 98.3 and Big 92.7).
Upbeat rhythms all time Hits.
Aroma:
AC &Room fresher (lavender, chamomile)
Help to Clam & Relax.
Infotainments:
Television with news channels or sports.
Film Magazines, Monthly and weekly.
News Papers-Telugu, English.
7 P’s Jawed Habib
• Product: JH would cater to complete hair & beauty needs to customers at an affordable pricing.
• Price: Pricing would be kept competitive compared to other similar salons but would deliver much better customer experience.
• Place: JH hair salon is for upper middle class; hence it will be available at high foot falls retail space like Shopping Mall, Airports and Housing complexes.
• Promotion: Below the Line promotions will be basically used for promotions. The Promotional activities within the shopping mall, airports and Housing complexes will play a major role in it along with occasional national level promotional campaigns.
• People: JH will get it’s customers from the people entering in malls, airports and housing complexes, and hence they will be there potential customers. Potential customers will be served by professionally qualified Hair Stylists.
• Process: A team of qualified stylist will serve the customers as per their requirements. An efficient HRIS and ERP will help in the smooth operations and administration of all JH Hair salon’s.
• Physical Evidence: A simple, clean, up to 750 sq.f.t shop inside a mall, airport or housing complexes across India reflect the objective of JH. It is an arrangement for a relaxing experience.
Company Perceptions of
Consumer Expectations
Expected Service
CUSTOMER
COMPANY
GAP 1
Provider Gap 1:Listening
Customer’s expectations
Company’s perceptions of customer expectations
Lack of upward communication
Insufficient relationship focus
Inadequate service recovery
Reasons
for
provider
gap
I
CUSTOMER
COMPANY
GAP 2
Customer-DrivenService Designs and
Standards
Company Perceptions of
Consumer Expectations
Provider Gap 2: Service design & Standards
Translation of perceptions into service quality specifications
Management perceptions of customer expectations
Absence of customer-defined service standards
Reasons
for
provider
gap
2
CUSTOMER
COMPANY Service Delivery
GAP 3
Customer-DrivenService Designs and
Standards
Provider Gap 3:Performance
Failure to match supply and demand
Problems with service intermediaries
Failing in Franchisee selection
Service delivery
Customer-driven service designs and standards
Reasons
for
provider
gap
3
Provider Gap 4:Communication
CUSTOMER
COMPANYExternal
Communications to CustomersGAP 4
Service Delivery
External communications to consumers
Service delivery
Inadequate management of customer
expectations
Overpromising
Inadequate horizontal communications
Reasons
for
provider
gap
4
The Services Marketing Triangle
InternalMarketing
Training & Development rewards
and Recognitions
Interactive Marketing
External Marketing
WOM, Promotions and
Advt.
JH(Management)
CustomersEmployees
“enabling thepromise”
“delivering the promise”
“setting thepromise”
Controlling & Managing the franchisee,
SERVICE BLUEPRINT:- JAWED HABIB
MAKE RESERVATION ENTER BUILDING RECEPTION AREA
PHYSICAL EVIDENCESOUND AND TONE
OF VOICE OF EMPLOYEES
BUILDING EXTERIOR, AMBIENCE
RECEPTION AREA ART, DÉCOR,FURNISHING,MUSIC,MAGAZINES
CUSTOMER ACTION ARRIVECHECK FOR SEAT
AVAILABILITYHAIR CUT & OTHER
ACTIONSBILL
PAYMENTLEAVE
LINE OF INTERACTION
IN STAGE EMPLOYEE ACTION
GREET/WELCOMEPROCESS REGISTER
(Token Number)
DELIVER THEHAIR CUT
PROCESS END
LINE OF VISIBILITY
BACK STAGE EMPLOYEES
CLEANING PREMISES
WASHING TOWELS &
EQUPMNENT
INVENTORY MAINTENANCE
DISPOSAL OF HAIR CUT, ETC.
LINE OF INTERNAL PROCESSES
SUPPORT PROCESSDATABASE
MANAGEMENTCUSTOMER FEEDBACK BILLING SYSTEM
Practicality of BLUEPRINT
Marketing:
Helps to identify key areas for marketing(promotions & adv.)
Visually determine if a redesign is necessary.
HRM:
Identify the fail points & correct them
Determining Hiring/firing needs
How to delegate jobs/resources
Operations:
Map out visual flow of service operations.
Determine how a redesign would affect flow.
Potential Fail Points
1. Front desk greeting.
2. Waiting time and reception area.
3. Adequate consultation.
4. Cut, color and style.
5. Thank customers & remind them to come back.
6. Bill accuracy.
7. Service Recovery.
Solutions• Front desk greeting.
Require Smile, polite & Courteous script.
• Waiting time and reception area.
Keep on schedule for all appointments and SOP is to be followed.
• Adequate consultation.
Give Personal attention to each customer.
• Cut, color and style.
Make sure to ask customers exactly what they want & do not rush
• Thank customers & remind them to come back.
Don’t skip this step!—promotes customers loyalty.
• Bill accuracy.
Check payment twice for accuracy.
• Service Recovery.
Implement New Methods to Retain customers.
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