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.