ASSIGNMENT OF MARKETING MANAGEMENT

TOPIC: MARKETING STRATEGY OF HAIR SALON OWNER OR A FIRM.

SUBMITTED TO
Mr. Vimal Roy (ECC, Allahabad)

SUBMITTED BY
Abhay Singh (PGDM.1thSemester) Roll No.-1501

Marketing Strategy
The marketing concept of building an organization around the profitable satisfaction of customer needs has helped firms to achieve success in high-growth, moderately competitive markets. However, to be successful in markets in which economic growth has leveled and in which there exist many competitors who follow the marketing concept, a well-developed marketing strategy is required. Such a strategy considers a portfolio of products and takes into account the anticipated moves of competitors in the market. Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy is a process or model to allow a company or organization to focus limited resources on the best opportunities to increase sales and thereby achieve a sustainable competitive advantage. marketing strategy as the high-level rules that direct your marketing activities. For example, if theres a single influencer who touches all your customers and has a significant impact on the way those customers try to solve their problem... one of your strategies may be to focus on building a strong relationship with that influential individual or company. Your marketing strategy is the way you make sure youre getting the maximum impact from your limited marketing budget and time. The picture on the right is the simplest way to think about it, starting at the bottom: Start with your business goals: these are the highest-level objectives of the business, or mission statement.

Next comes the marketing strategy: the high-level rules that will govern what marketing efforts you focus on. After youve defined your marketing strategy, you will define the marketing mix: plans for Product, Pricing, Place (Distribution), and Promotion. Then the final step is writing a marketing plan, which will describe the specific, detailed marketing activities that you plan on engaging in to achieve the marketing strategies and business goals. Your first step in developing a marketing strategy that drives significant business results is to make sure you fully understand your market by doing some research: market size and growth, competitors, complementors, and customers.

INTRODUCTION OF JAVED HABIB SALON

Jawed Habib is one of the leading hair & beauty salon chains in India. The company currently operates a total of 284 outlets across 21 states and 74 cities in the country. The company is promoted by Jawed Habib, a renowned Hair Expert who started the company with a vision to provide quality hair styling and beauty services to the wider populace of the country. With his passion and relentless efforts, he has established an effective system which is self sufficient in terms of providing quality services to clients all across. Hair and Beauty services are provided through the company's own and franchised outlets. The company also runs academies to impart quality education in hair and beauty to aspirants in the profession of cosmetology. With 37 outlets in the year of incorporation, the company has grown rapidly and as of date, has 8 owned and 176 franchised salons in 62 cities across India. The company also runs 6 own academies and 35 franchised outlets across 36 cities. Jawed has worked extensively at grass root levels to grow as a professional organized player in this highly unorganized industry. His achievements like entering into Limca Book of Records, association with Sunsilk as a brand ambassador and with Panasonic for its hair care products, etc. have spread recognition of our brand and today, Jawed Habib is one of the few recognized brands in the country.

About Jawed
It was said that Lord Mountbatten, the last viceroy of British India, used to bow to only two people in his life. One was the British Queen - Queen Elizabeth. That's no surprise. The second person was none other than Jawed's grandfather Nazir Ahmed, a renonwed hair stylist of his time. Another prized client was India's first Prime Minister, Jawaharlal Nehru. Born into the family profession about a hundred years ago in a tiny hamlet in Uttar Pradesh, Nazir Ahmed had set his eyes away from his ancestral vocation and towards

Delhi. But luck led him to the Viceroy House. This brought him close to the VVIPs of his time.

Jawed Habib,went to London's Morris School of Hair Design completed course of instructions in hair coloring & setting and Dressing Out. Back in India Jawed rewrote the script and made color fashionable and acceptable across all sections of society. No wonder, cosmetics and personal hair care giant Hindustan Unilever (Indian arm of Unilever) picked him as its Brand Ambassador for its brand 'Sunsilk'. As of today, Jawed Habib has over 180 Salons and 40 Academy across India. He has managed such explosive growth with keen attention to customer satisfaction and assured quality. He is already there in the Limca Book of Records with a feat of 410 non - stop hair cuts in a day. Jawed Habib was the official Hair Stylist to the contestants for Miss India, 2003.

Jawed Habib Products

Along with hairstyling services and the academy, Jawed Habib makes available to you, a high quality range of cosmetics & merchandise. Their products include different kinds of shampoos, skin creams, dandruff treatments, conditioners, herbal oils, henna, serum, anti wrinkle creams, acne treatments, creams for improving complexion and many more. These products are tried and tested in the market and highly recommended by steady consumers.

Jawed Habib's HairXpreso:

The latest brand addition to the Jawed Habib Family, JH HAIRXPRESO unisex salon has set the hairstyling landscape of the country ablaze with quick, contemporary, dry hair cuts at delightfully low prices of Rs. 99*. Spread across a minimum of 100 sqft with 3 or more styling chairs, HairXpresos offer various contemporary, designer, dry haircuts for just Rs. 99* The technicians employed by these salons are all trained and certified by Jawed Habib's Hair Academy. The first HairXpreso was launched on 1st of June, 2009 and it has already spread to 76 outlets across the country.

Jawed Habib Hair & Beauty Salon:

Jawed Habib salons offer a full range of hair and beauty services carrying the hall mark of quality that is synonymous with Jawed Habib. Hair fashion has now come to the forefront in India. Making a hair-fashion statement is now increasingly becoming a trend. No longer do people visit a salon for just a hair cut or a trim. We at Jawed Habib understand this change in consumer behaviour and through our chain of salons, we are at the 'cutting' edge of Hair Fashion. Across Jawed Habib salons, creative stylists trained in aesthetic sensitivity at Jawed Habib Academies, work magic with the client's hair.

Pay Rs 200 for a 3 sq inch temporary colored/ black and white tattoo worth Rs 500 at Javed Habib Expresso Salon

BEAUTY
Eye Brows / Upper Lips Full face Threding Manicure / French Manicure / Spa Pedicure / French Pedicure / Spa Nail Filing & Polish Waxing Full Legs / Half Legs Waxing Arms Legs / Half Arms Waxing Underams / Neck Face Bleach / Body Bleach Habibs Facial Veg. Peel / Face Scrub Fruit Facial / Aloe Vera Facial Essential / Aroma Oil Facial Biotech Facial / Gavanic Facial Gold / Pearl / Silver Facial Nitrogen Facial / Marine Facial Acne Treatment (5 x Rs. 300) Simple / Reception / Brindal Make Up Bridal Package Pre Bridal Skin Lighting Treatment (10 x Rs. 500) Spanish Wax Full Body Wax 1000 35/25 270 250/350/400 340/450/50 100 370/270 300/175 125/100 250/1000 1000 400 450/600 500 650/550 1000 750/1500 1500 2200/3000/4200 800 3500 5000 350

SPECIAL PACKAGES
LADIES
Facial, Manicure, Pedicure, Eyebrows, Upper Lips, Hair Cut Facial, Manicure, Pedicure, Full Arms Waxing Facial, Scrub, Bleach 1500 1100

1000

GENTS
Facial, Bleach, Manicure, Pedivure, Hair Cut Facial, Scrub, Maincure, Pedicure Facial, Head Massage, Shampoo 1500 2000 700

GENTS

Styling 350 Happy Child 250 Bread / Shave 100 Blow Dry 150 Henna 400+ Spa - Treatment (per Sitting) 750 Head Massage 300+ Technical 800/1500+ (Chemicals - Bonding, Perm, Colour) Colour Streaking 1600+

LADIES
Styling 550 Happy Child 350 Set 400+ (Crimping, Pressing, Roller Set) Henna 400+ Blow Dry 350+ Hair Dye 1000+ Head Massage 400 SPA - Treatment 710 Shampoo 100 Technical 2600

INTRODUCTION OF REDS HAIR SALON

Redz unisex salon has been a fastest growing name in Allahabads hair and beauty industry for over 3 years.Redz unisex salon carry a range of hair and skin solutions to suit every beauty task for men or women. The Redz unisex salon range includes skin treatment,hair treatment, letest hair cuts, highlight and lowlight, rebonding, perming, hand and feet care, bridal makeup,party makeup, recption makeup,engagement makeup,bride groom packeg,pre bridal packeg,wide range of facials to suit every budget.(eg.Rs.550/to Rs.2800/-) Also introducing permanent tattoo and acrylic nail art Reds Hair Salon, where we pride ourselves on offering a quality service at affordable prices and all with a smile. With over 32 years experience in hairdressing, Kim and her staff make it their business to get their clients looking and feeling good. Youll find our salon a relaxing and comfortable environment and will emerge with a fresh new hairstyle and maybe even a tan too if you take advantage of our special offers on sunbeds. If youve got an important occasion coming up such as a wedding or birthday, Reds can adapt to your schedule by accepting out of hours appointments to help you get ready for your special day. Better yet we offer special rates and discounts to Senior Citizens and teenagers alike meaning no matter how young or old you are, you still get the chance to look as good as you can. Here at Reds Unisex Hair Salon our staff are all fully trained and qualified and are waiting to help you discover a new you with a fantastic haircut. Please feel free to browse our prices and services below, and of course dont hesitate to get in touch on 01642 559 492 if you need anymore advice or information. LADIES 8

Wet Cuts Long Hair 140.00 Short Hair 120.00 Child 80.00 Fringe 50.00 Cut & Finish Long Hair 220.00 240.00 Short Hair 200.00 Blow Dry Short Hair 120.00 Long Hair 140.00 Perm (Including Cut & Finish) Acid Perm 400.00 Body Perm 350.00 GENTS Wet Cut 60.00 Cut & Finish 80.00 Cap Highlights 250.00 Crazy Colour 180.00

Other services:
Reds Unisex Hair Salon also provides a range of other hairdressing services and beauty facilities, including ear piercing, hair extensions, hair colouring, hair styling, sunbeds and also special Senior Citizen prices. To view a range of our prices and services please see below: Ear Piercing Gold Stud 90.00 Coloured Stud 110.00 Real Hair Extensions (Must Receive Consultation) From 180.00 for a full head Colours (Including Cut & Finish) Full Head 380.00 Half Head 340.00 Regrowth 330.00 Cap (Short Hair) 370.00 Cap (Long Hair) 400.00 Foils (Full Head) 500.00 Foils (Half Head) 450.00 9

Crazy Colour (Including Cut & Finish) Ladies Child Pin Ups Long Hair Short Hair Senior Citizens (Every Day) Wet Cut Cut & Finish Gent Blow Dry Shampoo & Set Perm (Inc. cut & finish) 100.00 180.00 40.00 100.00 90.00 330.00 260.00 230.00 300.00 200.00

Opening Hours
9:00am 5:30pm Tuesday to Saturday 9:00am 7:00pm Fridays

Objectives of this study are: To identify two salon players in Allahabad market. To know the size and structure of the salon. To know the reason for the growth of this sector.

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 To know the marketing strategy of salon owners. To know the price policy of salon for its customer. To know the customer response regarding the salon. To know the difference of price charges on providing services and compare those services.

Conclusion
habib salon deals more than reds salon product and services. They provide better infrastructure facility than others.

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 They spend more money or effort to increase his customer rather than others. They provide academic classes regarding the salon to his employee. Habibs employee behaving effectively with his customer. Habib salon use marketing mix or tools to increase his market rather than reds. Habiib salon has own product to satisfy customer need. Reds salon cheaper than habib salon. Reds salon passed 3 successful year in Allahabad so no need to more advertisement like habib salon in local market. Reds and habib salon both are situated in the hart of city means civilines. Reds services popular for middle or high class family but maximum rich people or high class family taking services by habib. Habib salon use visual or written advertising method to make own market. Reds gives advertisement only newspaper or radio. Habib salon provides services charge start with 50 rupees and end 4200 rupees in Allahabad. Reds salon starting price 50 and maximum 2800. Habib salon made a nice waiting room for attracting and increasing customer. Both habib or reds salon hair cutting or other service are different to one another. Both are salon use their own method to providing the services. Both service provider providing higher level of satisfaction to his customer. Habib salon offering clients a wide range of services in one setting, and extended business hours.

SUGGESTIONS

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 Improvement of the infrastructure. Increase the advertising. Focus not only on high class region but also look for better opportunities in the middle class or lower class region also. Quick and easy availability of facility like seating, water, cooling fan etc. Improve the communication of employee regarding its salon customer.. Build institutes specializing in salon management. Make Effective Marketing Brochures/Flyers that will bring in a flood Clients.

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