baby groomers launch
TRANSCRIPT
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LETTER OF TRANSMITTAL
25TH
July-2010
Ms.Ayesha Aman,
Course Instructor,
Iqra University.
Dear Madam,
This is the final project report based on the LAUNCHING OF A PRODUCT/SERVICE that
was assigned to us. It is being submitted to you on July 25th
2010. The report has been prepared
keeping in mind the topic that was the product launch.
________________ _________________ _______________
SARAH SIDDIQUE UME-HANI AR AROOBA ARIF
_________________ _________________ _________
NAZIA BI HASSAN SYED MUHAMMAD FARAZ
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ACKNOWLEDGEMENT
We would like to thank Almighty Allah for giving us the strength to complete this research
project. We would like to thank to our course facilitator, Ms.Ayesha Aman, for giving us such a
useful assignment. And finally, we wish to thank all those people who have helped us in different
ways for the completion of this project; without their help, the report would not have been in this
presentable form.
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Table of Content
S.no Contents Page
1 Synopsis 5
2 Salon and Spa design 6
3 Internal environment
Mission statement Good wages/salaries Job security Rewards Training and improvements Team building
7
4 Customer market
Geographic dispersion Family life cycle Social stratification Age group
8
5 Competitors 9
6 Public
Financial public
Media public Government General public Internal public
9
7 Macro environment
Political Demographic Competitive advantages
10-11
8 Consumer behavior
Cultural factor Social class Social factor Personal factor
12
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9 Product
Service specialty Product mix consistency Product line Product quality Product features Product style
13-15
10 Pricing
Pricing strategies Adjustment policy Uniform delivered pricing
16
11 Distribution/location 1712 Promotion
Objective Advertising objective Advertising strategies Advertising media
18
13 Product life cycle 19
14 BCG matrix 19
15 SWOT analysis 20
16 Recommendation 21
17 conclusion 22
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Synopsis
Baby clipper is launching Baby groomer in the market. Baby groomer is a hair salon and spa
only for kids from 1-12 years. The name signifies that this salon and spa is for kids only. As we
are launching this product in Karachi for the first time. The target market that we have selected
are the kids from 1-12 years, the education background is optimal. We have carefully studied and
ensured that the products we will use in the salon and spa are not hazardous and we will provide
hygienic and friendly environment to the kids and their guardians.
Our marketing strategy is planned with respect to characteristics of the Pakistani society.
Especial attention was given to the factor that we are not violating any political and legal, social
and cultural rules and regulations. All the 4 Ps (product, price, place and promotion) have been
effectively dealt with. Our price is set according to market rate which covers our cost and we
have kept an optimal profit. We are opening our salon in Zamzama. Our advertising strategy
includes two phases in which we are going to advertise our product using every possible
instrument, in order to reach each and every person of our targeted population. As our hair salon
is a complete new innovation there are no direct competitors. So we have a significant
competitor advantage. This will give us monopoly in the market.
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HAIR SALON AND SPA DESIGN
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Internal Environment of Baby groomers
Mission statement: styling and massaging with entertainment
GOOD WAGES / SALARY: Salaries and wages are the main reason for any one whowants to join a company as an employee. Keeping this in our mind, we will pay them fairly, but
in recession it will not be easy to cut down their wages and if we cut down their wages it can be
counterproductive as their motivation would fall down and they may not work efficiently.
JOB SECURITY: Mostly employees seek for job security and they dont like uncertain
situations. Keeping this in mind the best motivation is permanency of job so that our employees
wont feel insecure and they will give their best because they will know that no one will fire
them.REWARDS: Rewarding your staff does not mean giving lavish gifts that will ruin the
company's financial structure. Even the odd drink or meal outside the organization makes the
difference, and if they achieve certain targets or really do something outside of the box, well try
to offer a small reward, just to let them know how appreciated they are.
TRAINING AND IMPROVEMENT: Every organization strives for the success and
they try to improve their product and services quality in order to gain customer satisfaction. With
changing trend and fashion, we will have to train our employees so that they can learn the latestcuts and fashion styling. For this we can send employees to foreign countries so they can learn
latest trendy hair cuts and style. For massage training they may go out to learn new massages.
TEAM BUILDING: Team work is very important for almost all the organization, if the
employees could not get along with each other than it will create problems for business, for this
purpose we encourage team building. To build teams we can take our employees for dinners or
we can arrange a simple get together annually to increase their efficiency.
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CUSTOMER MARKET
1. Geographic dispersion: UrbanGeographic dispersion for our services is urban, because people from rural areas are not
worried about their kids styling nor can they afford it. Mostly people belonging from
urban areas are worried about their looks, style and fashion.
2. Family life cycles: Families with kidsWe are launching this salon and spa only for kids. This service is for all those families in
which there are kids from 1-12 years old.
3. Social stratification: the upper middle class and aboveThe social stratification which we have taken is upper middle class and above. Because
mostly people from upper middle class and above are worried about their childrens look
and they can afford.
4.Age group:The youth.
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COMPETITORS
There is no direct competitor of our hair salon because the idea is unique and there isnt any hair
salon for kids. But our direct competitor can be any other hair salon who may want to open hair
salon only for kids.
PUBLICS
FINANCIAL PUBLIC
The company is self financed by its owners, and stock holders who have a strong belief in the
company. Although a sum of money for the import of the hair products and expert other
transactions a local bank is involved.
MEDIA PUBLICMedia plays an important part in the promotion of any service, product and brand strong support
from different instruments of media should be insured. We are going to advertise our product
through electronic as well as print media. So our promotional technique will have full ethical and
legal considerations.
GOVERNMENT PUBLIC
Our legal department is going to ensure that our salon operation is in accordance with regulations
and policies. We have experienced corporate lawyers in hand which will guide and rectify thecompany concerning legal boundaries.
GENERAL PUBLIC
All the products that are used in the baby groomer are from the best companies and none of the
product is harmful for kids. We have ensured that the products we use are the best for children .
INTERNAL PUBLIC
Workplace obstacles that were causing dissatisfaction and de motivation in the workplace are
dealt with. These obstacles were low salaries such that obtaining basic necessities of daily living
becomes a problem; lack of essential equipment, tools and supplies to work with; delayed
promotions; difficulties and inconveniences with transportation to work. There is now a more
friendly and stable environment in the company which is influencing the employees to work
more effectively and efficiently.
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MACRO ENVIRONMENT
POLITICAL AND LEGAL
The political environment of business is one that deals with the concepts of politics and the way
they influence business operations. Its important to understand laws that are the outcome of the
political process; therefore they are fundamentally a core issue concerning business managers.
Specific strategies for managers can take are, having a proactive approach ( one that improves
performance in an industry and avoids political attacks and government intervention).
There is no such political or legal environmental impact on our company directly.
DEMOGRAPHIC
Demographics concern the measurement of the population. Demographic segmentation involves
dividing the market into groups based on demographic variables such as:
AGE
GENDER
INCOME
OCCUPATION
FAMILY SIZE
RACE
RELIGION
The demographic segmentation for Baby groomer is as follows:
AGE: While looking at macro environment, the population of Pakistan is increasing rapidly
and most of the people are youngsters. There are many kids in Karachi and most of the
Karachiites wants trendy look.
GENDER: Baby groomer is a unisex salon as all the kids need hair cuts once in a while or
within a month or two.
INCOME
In current times the Pakistani economy is facing recession and there is a high probability of
decrease in income and now customers will be more income-sensitive. So we have priced our
services according to the current situation and it is affordable for our target market.
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OCCUPATION
Our services are for hair and spa related only for kids. In our society mostly women look after
kids and they are the one responsible for kids grooming clothing and styling. So mostly mothers
are our target market.
RACE AND RELIGION:
we have no specifications regarding this as our services available for all kids.
ECONOMIC
Economics plays a considerable role for our services. Although everyone needs a cut or
trimming for hairs once in a while, they will evaluate our prices and compare it with others
prices.
CULTURALMostly Karachiites are style conscious and people from upper middle class and above
stratification want their children to be presentable in front of everyone.
TECHNOLOGICAL
For our salon and spa services we need to have modern hair dryers with latest features and other
equipments that make our work more efficient.
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CONSUMER BEHAVIOR
FACTORS AFFECTING BUYING BEHAVIOR OF THEIR CONSUMERS:
CULTURAL FACTORS:
There can be no cultural factor involve in the consumer behavior or affecting it.
SOCIAL CLASS:
The Upper- Upper, Lower Upper, upper Middle.
SOCIAL FACTORS:
The products that will be used will be hygienic, pure & of halal ingredients that would not be
harmful to the childs skin.
PERSONAL FACTORS:
AGE & LIFECYCLE:Its for the kids & the young ones.
OCCUPATION: Business personals, professionals,
ECONOMIC SITUATION: It does not have direct effect on our services or saloon.
LIFESTYLE: Formal & Casual.
PERSONALITY & SELF-CONCEPT: High class, trendy, stylish, classy, sophisticated
personalities.
COMPETITIVE ADVANTAGE:
We do not have any such saloon in Pakistan for kids providing the services apart from cuttings
only as we do for kids as we say; WE MAKE YOUR CHILD LOOK MORE SPECIAL &
STYLISH.
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PRODUCT
Consumer Product:
It is basically a service oriented baby grooming Spa.
Specialty Product:
It has unique characteristic that this idea has never been launched by any one in Pakistan. The
consumers and potential buyers would be willing to make extra efforts to utilize this new service
for their kids.
Product Mix or Product Portfolio:
This baby grooming Spa consists of three major service lines; Product Mix width carries three
different service lines, hair care, massaging and manicure pedicures
Product Mix Length contains more than 5 best services
Furthermore as far as product mix depth is concerned; we have variety of services that we are
introducing. We are coming up with best ambiance and comfort variety of service, keeping in
mind our target market and their lifestyles.
We are coming up with the idea that will enhance the image of the market we are focusing and
at the same time will provide them with the best comfort.
PRODUCT MIX CONSISTENCY:
Which shows how all services line we are providing, closely relates in different aspects? Our
service lines are consistent in a way that each service line offer best comfort for your baby. But
in the consistent way that each service line has completely different experience for the
consumers.
Product Line:
In the line of Massages we are coming up with 3 more innovative features, that is,
Aroma
Herbal OilIn the line of cute Hair Cuts further unique ideas are there
Party Cuts Baby cuts
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Baby finches Trendy cuts
In the line of styling most trendy looks are coming up
Pin stylings Spikes Trendy stylings
In the line of Bath (Shampooing) we are having an idea of
No more tears Aromatic shampooing
In the line of Babys Pedi and Manicure services, now includes two more innovative ideas Nail cuts Nail printing
PRODUCT QUALITY:
We use TOTAL QUALITY MANAGEMENT in our Spa to provide the best quality. We are
working harder to deliver consistent quality in performance. Well deliver the best comforting
and softening services for which consumers are paying to us.
All products used during services would not be harmful for babys sensitive skin.
Services feature:
COMFORT, having two most comforting services in this service line that is, Massages,Babys manicure and pedicure
BABY CARE, having further two best services of our Spa. That is Cute hair Cuts andStylings
AQUA TREAT, one most promising service is included in this service line is BabysBaths.
Our Spas services will remain same in all the branches we will open further in any part of the
World.
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We will also be considering line-filling strategy that is introducing new services in the service
lines, for earning greater profits and making a renowned name in the world of Baby grooming
Business.
PRODUCT STYLE:Unique innovative hair salon and spa services
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PRICING
PRICING OBJECTIVE:
Pricing objective is to penetrate in the service proving market for Babies and then to
maximize profit in long run.
Product pricing strategy:
Our Spa chooses market skimming prices strategy. We set a high price for our new
services to skim maximize revenue layer by layer from the segments willing to pay the
high price. So Spa would first provide fewer but profitable services.
Adjustment Strategy Price:
Its not applicable in our case. No price adjustments would be made because our prices
are reasonable.
Uniform delivered pricing:
We will be charging the same amount of money in all the branches of the Spa regardless
of the location. Services and ambiance would also be the same.
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DISTRIBUTION/LOCATIONS
Our Spa will be targeting Upper- Upper, Lower Upper and Upper Middle classestherefore we have chosen the locations of our outlets keeping our target market in mind
Baby clipper Salon and spa is at ZAMZAMA Street Website is : www.cutenessspa.com.pk You can also join our face book forum THE BABY GROOMERs Our toll free number is 0800-333-769
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PROMOTION
OBJECTIVE: to create the awareness of our salon and spas services among our target
market.
ADVERTISING OBJECTIVE: create awareness
ADVERTISNG STRATEGY:
MESSAGE STRATEGY: to make our customer realize the need of utilizing our serviceswhile targeting mainly on there lifestyles.
MESSAGE EXECUTION: we make your child look cuter than beforeADVERTISING MEDIA:
Electronic mediaPrint media
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Product Life Cycle
As our product is new in the market, this is in the introduction age. We are launching it 1st
time
in Pakistan. We have to increase the growth of our service, by providing the best services. As thegrowth rate increases we will slowly move it into maturity level. Then gradually we will increase
our profit by increasing the prices of our services.
BCG Matrix
As this salon is new in the market, the market share is low and growth rate is also low thats whyour product lies in DOGS. We earn very less profit. We earn enough cash to maintain ourselves.
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SWOT analysis
Strengths:
Innovative idea No direct competitors Expert hair stylists for kids We have bar facility in our salon Offering entertainment for children
Weakness:
A new name in the market that doesnt have any exposure in Karachi. Less good will Comparatively lesser market share
Threats:
Due to current economic conditions and load-shedding our customer may face someinconvenience
Peace instability of Karachi. We dont have any direct competitor currently but we might have competitor in the
future.
Opportunities:
There is no hair salon and spa for kids in Karachi. There is no direct competitor in the market.
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Recommendation
We Put Two Scenarios in front of us. Either our business goes in loss or it will be profitable.According to the situation we set our recommendations to our business. After launching Baby
Grooming Services If our business goes in loss. So, Our strategies are different
Our Strategies In loss:
We try to advertise more. We Provide Complimentary Gifts To customers. Not to invest more. Target the other classes also except Upper-Upper , Lower-Upper and Upper-middle
classes Reduce the prices. In low rates, try to provide much more quality in services.
Our strategies in Profitability:
Trying to open new branches Maintain the Quality Comes up with more new ideas Increase the staff
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Conclusion
Baby Clipper Co. Ltd comes-up with new idea, we launch new type of services in Karachi,which never ever been in Karachi. Our main target markets are Kids and Mothers. And the Baby
Grooming services matters the most in upper-upper, lower-upper and upper-middle classes. Theactual targets of Baby Clipper are these classes.
We Launch a different type services that is very important for Kids,
Now a days people are very much influenced with western ideologies. In the west the groomingof children is important task. So, the survey of upper classes says that our people also want these
kind a services in Pakistan. Thats why we launch Baby Groomers (Hair Salon and Spa) in
Pakistan with the hope it will give good business.