Ashna Bhatla – 06

Anushree Jain – 13
Smit Jain – 14
Nivi Nahar – 22
Tina Roy – 57
Founded by Payal Shah Founded by Vikram Bhatt
1997
2017
First outlet in Mulund
First outlet at Juhu
Largest chain of unisex salons
Proprietor store in Mumbai
6 cities
Targets localites
81 salons
 Still in the growth phase
Geographic Psychographic

Segmentation

Demographic Behavioral
Customer Value
 Transactions

 Method of payment
 No. of transactions
depends on loyalty
 Internet

WhatsApp
Messages

Communication

E-mails

Telephone
Adverts
Website
  No personalized
 Personalized service
Service to all Satisfaction
customers  Personalized only to
special and loyal
customers
 Geographics
 3 States: MH, GJ & K
 Cities: Mumbai, Pune, Bengaluru,
Ahmedabad, Baroda, Thane, Surat &
Navi Mumbai
 81 Salons in Total
_____________________
 1 Salon – Mumbai
Psychographics
 Working Women & Men
 Young College Students
 Television Industry & Artistes
______________________
 School students
 Locals
Demographics
 Age Group: 18 to 40
 Middle & Middle High Eco Status
_______________________
 Age Group: 10+ to 50+
 Middle & Middle Low Eco Status
 Female visitors more
Behavioral
 Brand Loyalists
 Leisure- Stay & offsite event-stay
Customers
 Visits 2- 3times/month
 Membership Cards
______________________
 Visits 2-3times/Quarter
 Restricted budget on Self Grooming
 Occasional Visits
Exploration Growth Saturation Decline
 Exploration Growth Saturation Decline

Promises Sharp rise in Highest Transactions

made purchases purchases drop
First Product Highest Reduction in
impression is information commitment need for
important Advantages of High trust services
Low service Ideal customers
satisfaction Commitment Customer is
No experience drops slightly accustomed to
of customers the product
 Hey there! Is it your
Hi, I would
first time here? We
like to
have range of hair
change my
colours you can
hair colour.
choose from in our
catalogues.
Yes! It is my first time
here, I’m a student
from Mithibai That’s great! We
College. What offers have a 10% discount
do you have? for students on their
hair colour and also a
membership card for
all services.
 Wow! That’s
awesome. Could I
Of course! We have hair
please take a look at
colours for every skin
your colour options?
type and we promise the
same colour on you.
These are high quality
colours from Switzerland.
There are so many Don’t worry! We
colours to choose suggest you to go with
from, I’m really a mix of burgundy and
confused. chocolate brown and
we promise it will look
amazing on you and
make you stand out.
For my hair’s length Usually our price
what would be the would be 8750 but
final price? for you it will be 7875
after 10% discount!
And guess what? We
also give you a free
hair spa.
Yay! That’s great.
Please book my
appointment for 5 Sure! We have our
pm today. best hair colour
expert for you. See
you!
5 pm
7 pm
Wow! The colour is
exactly how I wanted
and it suits me
perfectly. The
hairdresser was so
friendly and it felt like
home.
I will come here more
often as they also gave
me a free hair spa!
 You look amazing! You’re one of
our favourite customers, we
Thank you for the hope to see you more often.
amazing service! I will Here is a free shampoo for you
come back for other to protect your colour.
service for sure.
1 week later
Hi! I’m back. I would Sure!
like to get a full body
waxing.
1 month later
Hi again! I would like to
get a full body waxing Welcome again! Sure!
again as I love your
services and only by
Asha.
2 months later
I don’t need to visit Oh no! We need to get
Enrich anymore as I got this service in Enrich
a permanent hair asap.
removal service!
About

Policies adapted

 Mutually profitable relationship

Perks of being a member:
4 add on members
2 paid & 2 complimentary
 Served your choice of beverage
 Preferred therapist
 Redemption service of Rs.500; if referred to other people through
your membership
 20% discount to all members
Brand champion Advocate

Tries new products Supporter

Increasing Loyalty
Repeat purchaser Client

First time purchaser Customer

Likely future purchaser Prospect

  Impersonal
 Differentiated  Undifferentiated
 Addressed  Unaddressed
Extremely personal

One-to- One-to-
one many

 Personal sales
 Service  YouTube Videos
employee  Website  Banners
Telephone  E-mail  Billboards
 Magazines
 Catalogues
 Stands
 Limited packages Different packages

No such suggestions Employees suggestions

Showcases other cosmetic

Less cosmetic products

products
 Look and feel of the salon
Customers nearby Services
 Price sensitive Hygiene
 Employees professionalisms and
behaviour
 Fails to retain  Aggressive marketing efforts
customers who look for
quality service
 Fails to retain customers who are
price sensitive
Cosmetic Customization

Transparent Customization

Adaptive Customization

Collaborative Customization
Provide what the visitor expects

The type of web site and web context

Creating trust

Offering convenience

Site and page design

Website
Instagram
Facebook
Technological Progress

Consumers Change

Customers in the b2b and government markets change

Commitment from the industry

Realism is on the rise

Technology Technology
 Automated and Techno  Automated and System
savvy based
 Chatbots
 Virtual Reality (VR)
Consumers Change Consumers Change
 Customization in  To be more accessible to
products & service its consumers
 Standard of living
 Increase demands
Realism is on the rise Realism is on the rise
 True reviews  No specific targeted
 Personal experiences on reviews yet
social media  Due to less popularity

Commitment from the Commitment from the

industry industry
 No Investors  Developing Industry
 Huge Visions  Professionals
 Large Network & Brand
awareness