Department of Marketing ,Faculty of commerce and accountancy ,

THAMMASAT UNIVERSITY

Hair studio

About CHALACHOL• Founded by Somsak Chalachol in 1989.

•CHALACHOL has 4 sub-brands - CHALACHOL focus on A level of SES first

jobber. - Q CUT focus on A level SES teenage.- SALON DE BKK focus on A SES foreigner.and SALON DU GURU set a positioning for

being a premium brand.

What does CHALACHOL sell?

Beyond haircut, it’s an

EXPERIENCEIN HAIR CUT

SERVICESPRODUCTS

Shampoo 280 bahtConditioner 290

baht

Hair design& cut

500 baht up

A place to visit

13 stores in BANGKOK

AMARIN BANGKAPI RATCHAYOTHINCHANGWATTANATHONG LOR FASHION ISLAND

RAMA IIIRAMA IXSECON SQUARESIAM CENTERTERMINAL21LAD PHRAORATCHADA

BRAND ENDORSEMENT (reason to believe)

Somsak Chalachol is the top of mind as

the famous and professional hairdresser.So he endorses his brand himself

Won the Queen’s cup 2nd National Championship in 1984.Won the Golden scissors Championship in 1985.Won the Asia Hairdresser competition in Taiwan , 19867th from World competition in Italy, 1987Joined World competition as a trainer for Singapore team, 1989

TTarget market

DEMOGRAPHIC : MALE AND FEMALE22-30 years old

“B OVER” SOCIAL ECONOMIC STATUSFIRST JOBBER (OWN BUSINESS)

GEOGRAPHIC : URBAN AREA BANGKOK)BEHAVIORAL : CONSUME EXPERIENCE

EMOTIONAL LIFESTYLE INNOVATIVE

COLLAGE

Business man woman, travel aboard.

Always dress perfectly.Good looking.

Spend their free timein exclusive place.

Use the best mobile,lap top, gadget or any staffs.

Concern about healthy, body and shape

They almost are first jobber(own business)22-30 years old. They are ambitious.

Always hang out and have some luxury items.

Luxury car

Urban lifestyle in urban area.Individual.

consume experience in coffee shop, meet , talk , business contact, Emotional is more important than functional

Restaurant and exclusive service

Hi-end brand so they should be in the A SES

CHALACHOL

BRAND POSITIONING STATEMENT

Is a salon for all “B OVER” SES first jobbers(mostly have their own business)whose age is around 22-30 years old , they live in urban area, consume experience from what activity they do, focus on emotional more than functional and they are also innovative.

Reference

http://www.hifulla.com/index.php?lay=show&ac=article&Id=538724877&Ntype=2 http: www.chalochol.comhttp://th.wikipedia.org/wiki chalachol