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Services Management
Our Journey:
• Overview• Primary Research• POA Framework• Competitors• GAPS Model of Service Quality• RATER• Designing A New Service• Marketing Mix• Service Mapping• Growth Matrix• Customer Retention• Service Failure• Customer Delight• Demand Management
About Lakme Salon
• It is owned by Hindustan Unilever Ltd
• Founder : J R D Tata
• First salon chains in the country provides the modern Indian woman with a plethora of beauty and grooming services.
• Repertoire of professional beauticians, hair artists and stylists meets international standards and its plush, feminine interiors leave you feeling refreshed, rejuvenated and inspired.
• Competitive pricing, unmatched expertise and wide range of services.
• Area Survived : World Wide
Primary Research:
Visited Lakme Salon, Electronic CitySpoke to the Rekha, Manager for the outlet
Entrance Reception
Waiting Area Service Area
POA Framework
• Employees are recruited and then trained for one month at Lakme Training Centres, Certified.
• They join at junior level and are allowed only basic services
• Upon Gaining Experience, they start with high expertise services
Competitors
Parameters Details
Reliability Delivery of promises Dependability in handling the customers' problemsDelivery of services at the time promised Maintenance of error-free recordsthe service the first time
Assurance Ability of staff to instill confidence in customersMaking customers feel safe in their transactionsCourteous staffKnowledgeable staff to answer customer questions
RATER
Parameters Details
Tangibles Visually appealing facilitiesNeat appearance of employeesModern-looking equipmentVisually appealing materials
Empathy Providing customers with individual attentionConvenient operating hoursDealing with customers in a caring fashion Having the customers' best interest at heartUnderstanding the customers' requirements
RATER
Parameters Details
Responsiveness
Keeping customers informed about when the service will be performedProviding Prompt service to customersWillingness to help customersResponsiveness to customers' requests
R A T E R
Level of Service
RATER
Designing A New Service
Core Service
Supporting Service
• Core Service: Basic Services such as Haircut, Manicure, Pedicure, Facial
• Supporting Service: Complimentary Drink, Magazines, Music, Baby care
Marketing Mix
Product
• Basic Salon Services
• Premium Services
• Lakme Products
• Present across 50 cities
• More than 250 salons across the country , both company owned & franchisee owned
• Situated in Electronic City , Bangalore
Place
Price:
• Priced premium to other salons in vicinity
• Junior Stylists charge lesser.
• Follow same pricing all over the country
Marketing Mix
Promotion:
• Website & Social Media
• Coupons
• Fashion Shows
Marketing Mix
People:
• Highly Trained employees
• Around 15 employees in electronic city including receptionist & staff
• Employees undergo rigorous training at Lakme Training centre
Process:
• Standard process is followed at all Lakme salon from greeting by the receptionist till the service delivery as well as post payment
Marketing Mix
Physical Evidence:
• Peripheral Evidence: Gift vouchers & Loyalty cards to regular customers
• Essential Evidence: All Lakme Salons are well equipped with unique & soothing ambience providing a distinct & satisfied experience to the customers
• Interior & Exterior Décor
• Staff Uniform
Service Mapping / Blueprint
Entry Via Appointment
Waiting Area Complimentary Drink
Complimentary Service
Requested Service
Billing Exit
Growth Matrix
Existing
Existing
New
NewServices
Market
Salon Services, Lakme Products Ayurvedic Treatment Centres
Slimming Centres, Laser Treatment
Customer Retention• IN Privileges is a phone based loyalty program by Lakmé Salon.• IN Privileges offers 4 tiers:
EARNING IN POINTSStart earning IN Points on every valid service availed, as soon as you are enrolled into the programREDEEMING IN POINTSSimply provide your registered mobile number at the front desk before going ahead with the IN point redemption
Service Failure
• Improper Billing
• Improper Staff Behaviour
• Sufficient time is not provided by employee
• Damage during providing services
• Use of expired products or damage to skin due to products
• Getting an improper haircut
Note: Employees are considerably empowered to provide complimentary services
Customer Delight
• Free service
• Discounts on next service
• Personalized mail wishing u on your anniversary or birthdays and giving you some special offers
• Latest Lakme App Launch
Demand Management
Reasons for fluctuating demand:
• Seasonality: Wedding Season, Garba, Festivals
• Cyclicity: Waxing , Haircuts
• Random Events : Promotional Events
• Time: Normally weekends, though in electronic city weekdays are peak time
Thank You