Services jawed habib

a service study on jawed habib

1. T. SaiRam Singh (131103) Lijo Anto (1312) V. Harshitha (1311) Ayan Chowdary (1312) V. Sruthi Keerthi (131145) SERVICES MARKETING TERM PAPER

2. 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

3. 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: T raditional barbers (68 %), W omen’s beauty institutes (30 %), and modern, unisex salons.

4. 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.

5. JAWED HABIB C urrently 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.

6. 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.

7. 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

8. Physical Elements Decorum: White/Cream Flooring and colorful wall paintings. C omfortable 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.

9. Physical Elements Music: Radio(Mostly Mirch 98.3 and Big 92.7). U pbeat 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.

10. 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 .

11. 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. P otential customers will be served by professionally qualified Hair Stylists.

12. 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.

13. Company Perceptions of Consumer Expectations Expected Service CUSTOMER COMPANY GAP 1 Provider Gap 1:Listening

14. Lack of upward communication Insufficient relationship focus Inadequate service recovery Reasons for provider gap I

15. CUSTOMER COMPANY GAP 2 Customer-Driven Service Designs and Standards Company Perceptions of Consumer Expectations Provider Gap 2: Service design & Standards

16. Absence of customer-defined service standards Reasons for provider gap 2

17. CUSTOMER COMPANY Service Delivery GAP 3 Customer-Driven Service Designs and Standards Provider Gap 3:Performance

18. Failure to match supply and demand Problems with service intermediaries Failing in Franchisee selection Reasons for provider gap 3

19. Provider Gap 4:Communication CUSTOMER COMPANY External Communications to Customers GAP 4 Service Delivery

20. Inadequate management of customer expectations Overpromising Inadequate horizontal communications Reasons for provider gap 4

21. The Services Marketing Triangle Internal Marketing Training & Development rewards and Recognitions Interactive Marketing External Marketing WOM, Promotions and Advt . JH (Management) Customers Employees “enabling the promise” “delivering the promise” “setting the promise” Controlling & Managing the franchisee,

22. 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, DÉCOR,FURNISHING, MUSIC,MAGAZINES     CUSTOMER ACTION ARRIVE CHECK FOR SEAT AVAILABILITY HAIR CUT & OTHER ACTIONS BILL PAYMENT LEAVE LINE OF INTERACTION IN STAGE EMPLOYEE ACTION GREET/WELCOME PROCESS REGISTER ( Token Number) DELIVER THE HAIR 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 PROCESS DATABASE MANAGEMENT CUSTOMER FEEDBACK BILLING SYSTEM    

23. 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.

24. Potential Fail Points Front desk greeting. Waiting time and reception area. Adequate consultation. Cut, color and style. Thank customers & remind them to come back. Bill accuracy. Service Recovery.

25. Solutions Front desk greeting. Require Smile, polite & Courteous script. Waiting time and reception area. K eep 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.