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The make-uplounge
SERVICES
MARKETING
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GroupMembers :Ramah Imran
Khan
Kulsoom Gul
Khan
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List of contentsIntroductionMajor servicesScopeObjectivesDecision making and evaluation of the serviceService blue printing
Customer expectationMarketing information systemsEmployee role in service deliveryCustomer role in service deliveryManaging demand and supplyPricing Promotion and positioningPhysical evidenceService scapeGAP model recommendations
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INTRODUCTION
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THE MAKE UP LOUNGE
A saloon offering beauty services- located in Chaklala Scheme 3
- Launched in 2011- at Eid - 8 months of operation
- Owned by two young women
- The concept of loungeas a place where women can come to - relax as well get
their beauty treatments.
- 6 separate service stations- offering wide variety of services
- Competent and experienced work force
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The major services provided by the lounge include;
Skin care, facials and massage services
Hair cutting, styles , re-bounding, Hair problem treatment and
consultation
Bridal & party makeup
Nail art and French manicure
Mehndi-Arabic and Ethnic designsWaxing, Manicure, Pedicure
MAJOR SERVICES OFFERED
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Interview session
To study the services of lounge in detail and find out gaps, if present
Study of customer and employee management strategies
Study of marketing information system
Recommendations
PROJECT SCOPE
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To do the service delivery study of the makeup lounge and to identify and evaluate the key
issues in the service delivery.
To use and apply the concepts of ServiceMarketing to analyse and minimize the servicedelivery gap by doingGap Analysis.
OBJECTIVES
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DECISION MAKING AND EVALUATION OF SERVICE
Pre purchase- Need arousal ;generation of evoked
set through
advertising
- Evaluation :
Search attributes ,Experience attributesand Credence attributes
Service Encounter- Moments of
truth
- Service
operations
- Service deliveryand other contact
points
Post Purchase- Conformation
- Positive
disconfirmation
- Negative
disconfirmation
- Delight
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SERVICE BLUE PRINTING
SERVICE BLUEPRINT: The Makeup Lounge
Time line
Service standards and script
Physical evidence
Line of interaction
Contact person (visible)
Line of visibility
Contact person (invisible)
Line of internal physical interaction
Support processes
Line of internal IT interaction
F
r
o
n
t
s
t
a
g
e
B
a
c
k
St
a
g
e
Appointment Greeting
customer on
arrival
Discussion on
the type of
service and
price
negotiations
Core service
delivery
1 m 1m 5m 1-5hr
Response time, script for
taking appointments
Sound and tone voice
Accept reservation
conform date time
Check availability and
insert booking
Maintain reservation
systems
f
Time, script for
greeting guests
Time,Understandi
ng accuracy, Script
for negotiations
Time,Script for the
relevant service
delivery
Decor, staff
members
appearance/friendlin
ess, other customers,
furnishin s
Professionalism of
the staff,
Reception Area
decor
Service station
promptness and
cleanliness, other
customers,
Appearance of the
Greet and escort
customer to the lounge
area
Discuss the type of
service required,
discounts if to be
given, special
packages etc.
Take customer to
the relevant
service station,
perform service
delivery
Notify reception to
allocate resource to the
customer
f
f
Prepare the
relevant service
delivery tools
Maintain a track of the
employee attendance
Maintain
procurement of
beauty supplies,
storage facilities
Maintain the
supply of the
relevant
beauty
products
Maintain
procurement of
beauty supplies,
storage facilities
f
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Time line
Service standards and script
Physical evidence
Line of interaction
Contact person (visible)
Line of visibility
Contact person (invisible)
Line of internal physical interaction
Support processes
F
r
o
n
t
s
t
ag
e
B
a
c
k
S
t
a
g
e
Customer
Feed back
Billing Bill
payment
Use rest
room
The services
provided.
Bill presentationRestroom
design
cleanliness
Take feedback
regarding the
service provided,
try to satisfy
customer
Give bill to the
customer
Receive cash from
the customer
Prepare bill from
the billing
machine
Make entry into
the machine
Maintain
facilities and
accounts
Maintain
facilities
Inspect
frequently,
maintain and
clean
5 m
ff
f
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CUSTOMER EXPECTATION
Make up lounge :
Imperative for successful service
encounters and service delivery
Focus on the zone of tolerance
avoid dissatisfied customers
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A system that analyzes and assesses marketing information, gathered
continuously from sources inside and outside an organization.
MARKETING INFORMATION SYSTEMS
ProcessesTechnology Gaps in MIS
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People Processing (Definition)"people processing means the services aimed at physical-care. for example health-care,
restaurants, hospitals, hairstylists etc.
The focal point for makeup lounge is people processing
personal interaction between consumers and service providers is the heart of this process.
Clients are encouraged to participate by asking their choices and preferences
Example (hair cutting)
EMPLOYEE ROLE IN SERVICE
DELIVERY
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Contd.
Two perspectives are considered;
1. Demand and supply in terms of product
1. Demand and supply in terms of services
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MANAGING DEMAND AND
SUPPLY
The makeup lounge states to use all quality products such as MAC, Laura Mercier, Wella etc.
The procurement section is purely handled by the owner and her business partner.
Order placement
Two employees are available 7days a week for providing services
Managing Weekends
In order to reduce the waiting time during weekends, the owner of the salon and her partner use to cater the
clients themselves along with their employees.
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PRICING
Pricing List
Discounts
Bridal makeup
Skin care
Facial-------------------------------- Rs 1000-5000
Makeup
Bridal makeup --------------------------- Rs 18000
Party makeup ------------------------------- Rs 7000Hair cutting
Styles ----------------------------------- Rs 400-800
Re-bounding ---------------depending on the length
Hair treatment ----------------------------- Rs 7000
Nails
Manicure ,Pedicure --------------------- Rs 350
Similarly, other relevant services are also
supposed to be offered at lower prices as
compare to the market.
Discounts
Eid and
Christmas Offers
Special offers for
regular customers
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Makeup lounge is trying to promoted itself through ;
Brochures
Facebook
Positive word of mouth
Special offers
PROMOTION
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POSITIONING
Low price strategy
Better quality service
Catering the specific needs of
customers
A relaxing and friendly service
environment
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GAP MODEL
Knowledge gap
Knowledge gap signifies the
difference in what service
provider thinks customer
expect and what customeractually expects.
Service Gap
Standard gap signifies the
perceptions management
holds for the quality of
service in customers mind
Delivery gap
It is the difference
between the identified
standards and the actual
service delivery of the
service provider
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Internal
communication gap:Internal communication
gap is the difference
what the company`s
advertising and sales
people think of the
company`s servicequality level is and what
it actually delivers
The perception gap:It is the difference
between what is in fact
delivered to the
customer and what they
perceive they got
because they can`t judgeaccurately
The interpretation
gap:Is the difference
between what service
provider tries to
communicate to its
customers prior to the
service delivery andwhat customers think
they meant
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The service gap:
Is the difference between what
customers expected to receive
and how they perceive about the
service delivered?
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RECOMMENDATIONS
More Promotion and
advertisements
Lounge effect in winters
Needs to conduct a competitiveanalysis
Compliance with business
knowledge & understanding
diversify the business from a
typical beauty lounge to a luxury
spa to maintain competitiveadvantage
Strategic alliances with bhatti
studios
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