SERVICES MARKETING

TERM PAPER

T. SaiRam Singh (131103)

V. Harshitha (1311)
V. Sruthi Keerthi (131145)

Lijo Anto(1312)
Ayan Chowdary(1312)

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%),
Womens 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 Elements
Music:
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 Ps 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 its 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 salons.
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.

Provider Gap 1:Listening

CUSTOMER

Expected
Service

GAP 1

COMPANY

Company
Perceptions of
Consumer
Expectations

Customers expectations

Reasons
for
provider
gap
I

Lack of upward communication

Insufficient relationship focus

Inadequate service recovery

Companys perceptions of customer expectations

Provider Gap 2: Service design & Standards

CUSTOMER

COMPANY

Customer-Driven
Service Designs and
Standards
GAP 2
Company
Perceptions of
Consumer
Expectations

Translation of perceptions into service

quality specifications

Reasons
for
provider
gap
2

Absence of customer-defined service

standards

Management perceptions of customer

expectations

Provider Gap 3:Performance

CUSTOMER

Service Delivery

COMPANY
GAP 3

Customer-Driven
Service Designs and
Standards

Customer-driven service
designs and standards

Reasons
for
provider
gap
3

Failure to match supply and demand

Problems with service intermediaries
Failing in Franchisee selection

Service delivery

Provider Gap 4:Communication

CUSTOMER

COMPANY

Service Delivery
GAP 4

External
Communications to
Customers

External communications to
consumers

Reasons
for
provider
gap
4

Inadequate management of customer

expectations

Overpromising

Inadequate horizontal communications

Service delivery

The Services Marketing Triangle

JH
(Management)
Internal
Marketing

External
Marketing

Training &
Development rewards
and Recognitions

WOM, Promotions and

Advt.

setting the
promise

enabling the
promise

Employees

deliveringMarketing
the promise
Interactive
Controlling & Managing
the franchisee,

Customers

SERVICE BLUEPRINT:- JAWED HABIB

MAKE RESERVATION ENTER BUILDING

RECEPTION AREA

PHYSICAL EVIDENCE

SOUND AND TONE

OF VOICE
OF EMPLOYEES

BUILDING
EXTERIOR,
AMBIENCE

RECEPTION AREA ART,

DCOR,FURNISHING,
MUSIC,MAGAZINES

CUSTOMER ACTION

ARRIVE

CHECK FOR SEAT

AVAILABILITY

HAIR CUT & OTHER

ACTIONS

BILL
LEAVE
PAYMENT

LINE OF INTERACTION
IN STAGE EMPLOYEE
ACTION

GREET/WELCOME

PROCESS
REGISTER
(Token Number)

DELIVER THE
HAIR CUT

PROCESS
END

INVENTORY
MAINTENANCE

DISPOSAL
OF HAIR
CUT, ETC.

LINE OF VISIBILITY
BACK STAGE
EMPLOYEES

CLEANING
PREMISES

WASHING
TOWELS &
EQUPMNENT

LINE OF INTERNAL PROCESSES

SUPPORT PROCESS

DATABASE
MANAGEMENT

CUSTOMER 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.
2.
3.
4.
5.

Front desk greeting.

Waiting time and reception area.
Adequate consultation.
Cut, color and style.
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.
Dont skip this step!promotes customers loyalty.
Bill accuracy.
Check payment twice for accuracy.
Service Recovery.
Implement New Methods to Retain customers.