Style Media

Asian Institute of Communication & Research

(AICTE approved Management Institute)

Damat, Neral – 410 101 Taluka Karjat District Raigad

Maharashtra State, INDIA

Style Media

By, Channelplay & Prosell field marketing

Prepared by,

Nilay Shah (835)

Under the guidance

Mr. Gaurav Pant Mr. Suchit Chitre

Prosell field marketing pvt. Ltd. Placement coordinator,

Aicar Business school.

In partial fulfilment of the Course-Industry Internship Program (IIP) in Term – III of the Post

Graduate Program in Management (20010 – 2012)

TO WHOMSOEVER IT MAY CONCERN

(To be taken on Company’s Letter Head )

This is to certify that Mr/Ms ____________________________

AICTE approved PGDM Course of Asian Institute of Communication

& Research (AICAR Business School) Neral, Mumbai has successfully

Completed his Summer Internship with us during the period from

_________________ to __________________ 2011

He/She has done the Research Project on _____________________

________________________________________________________

Company Name

Company Seal

Designation

Signature

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ACKNOWLEDGEMENT

I would like to express my gratitude towards “Prosell field marketing pvt. Ltd.” for giving

me the opportunity to work for the esteemed organization. The Summer Internship

Program (SIP) undertaken by me at Prosell, Mumbai was an extremely rewarding

experience for me in terms of learning and field work exposure.

I would like to thank my mentor Mr. Gaurav Pant for his valuable support and guidance

throughout the project. Under the campaign “Style Media” launched by the company, this

project has given me valuable experience of field work in Mumbai. I am grateful to the

project mentors and other experienced sales team who took out valuable time to answer

my queries and gave me an insight to the campaign’s necessary guidelines.

This project has given me an opportunity to work on a newly executed concept in the

corporate hub Mumbai. The guidance of my mentor has given me very practical

applications of convincing people on this concept.

I would also like to thank my family for their ever willingness to help me complete my project

successfully.

Table of contents

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Executive summary……………………………………………………………………………5

Hair industry…………………………………………………………………………………...6

Company Profile……………………………………………………………………………….7

Prosell at a glance……………………………………………………………………………..8

Locations……………………………………………………………………………………..10

Work culture………………………………………………………………………………….11

What sets the company apart in the competition……………………………………………..12

Visual merchandising (POS placement, Kiosks & store displays)…………………………...13

Sales force outsourcing (ISDs & promoters, institutional sales force)……………………….14

Experiential marketing (sampling, road shows, events)……………………………………...16

Retail intelligence (Channel partners, Retail stores, service centres)………………………...18

Training (Selling skills, customer service)……………………………………………………19

Style Media……………………………………………………………………………………..22

Introduction………………………………………………………………………………….. 22

Document of outline of presentation………………………………………………………….23

Standard document of agreement……………………………………………………………..26

Sample photos………………………………………………………………………………...31

Example of daily report……………………………………………………………………….33

Important points about experience, improvement in field work……………………………...39

Process if the salon agrees for the contract…………………………………………………...40

Additional points of the contract……………………………………………………………...41

Advantages of the concept and contract………………………………………………………42

Disadvantages of the concept and contract……………………………………………………43

Bibliography…………………………………………………………………………………...44

Executive Summary:

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Prosell field marketing pvt. Ltd. is one of India’s fastest growing retail marketing companies. Founded in 2006 by professionals who had worked in industry and earlier graduated from the Indian Institute of Management, Calcutta – the company is on a mission to be the best in her industry.

A lot of world-class companies have expressed their confidence in their vision, with the result that they are now a sprawling company with over 3000 employees, a footprint that covers over 300 cities in India and offices in Delhi, Mumbai and Bangalore.

Guided closely by the belief, a highly evaluative environment prevails at Prosell. With clearly measurable parameters across verticals defining the contribution to clients, Prosell’s workforce measures itself on the same leaving no scope for subjectivity or undefined efforts. Not only does this philosophy result in helping its workforce make focused and impactful efforts, it also lends a confidence to the clients regarding the visibility of contributions to their business objectives, thus making Prosell a unique and trust inspiring operator in the field marketing domain.

So when Prosell works for its clients, rest assured they would not be wondering about the real impact on your business. The real impact will be for them to see, and it shall exceed the client’s expectations.

Hair Industry

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Introduction of hair industry in India:

After sitting it out in the reserve benches at Mohali, Shahid Afridi, poster boy of the Pakistan cricket team, decided to get a haircut at Sylvie's salon in Chandigarh. This as Afridi's team manager bought his hair some colour. One of those things that might have happened on earlier visits too. But the difference this time was spelt out large and clear by the reams of print that recorded Afridi's innocuous visit to a salon.

The hair care industry, worth sales of Rs 1,800 crore

a year, is growing at 42% yearly

To India's hair-savvy youth, this was a very important bit of news.

And international hair product giants like L'Oreal, Schwarzkopf, Wella and Keune are already selling highly customized hair products from hair salons across the country.

The Brylcreem generation is waning, making place for people whose hair lingo is sprinkled with hair wax, mousse, gel, frizz control, pre and post hair care products for straightening, perming and coloring that are further customized for different hair types and lifestyles. "Clients have so many options," says Monisha Naegamvala of Raih, who did the hair-makeover for Jassi. A complete contrast with most Indian salons of a decade ago where you only saw bottles of locally made evil-smelling glop while you got your hair trimmed to get rid of split ends.

Now even small towns boast of L'Oreal hair color. The cosmetic giant has some 130 hair products, and plans to soon launch odorless hair color this June. It has 4,000 hair salons in 70 cities and registered a 50 per cent growth last year, quite comparable to what the company is seeing in China, according to Vismay Sharma, director, L'Oreal Professional.

At any rate, thanks to the individualistic spirit of the times, the importance of looking different from others is at a premium. And nothing heralds a change in one's look as effectively as a new hairstyle. "There's a strong feelgood factor associated with a hair makeover," says Anniesha of Tress to Kill, Mumbai, which largely caters to a professional clientele. "I get clients who want to have a new cut because they think it's an essential part of looking presentable at work," she adds.

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And this hair revolution is not limited to Delhi and Mumbai. Even smaller cities and towns are gelling with this trend. "The awareness of what's in is there but they lack infrastructure," say stylists at the Ravissant salon in Delhi. Be sure to run into John Abraham clones with badly bleached hair in smaller north Indian cities like Patiala or Meerut.

In fact, it is interesting to see how people's hairstyle often speaks volumes about a city and its culture. In a cosmopolitan city like Mumbai, it's commonplace to see men and women in interesting and often striking hair colors and styles walking on the street. Meanwhile, most Calcuttans, barring a handful of nightclub regulars, still seem to hate the idea of tampering with their hair.

"Before cutting hair, we ask about the client's professional/social background, his/her personal tastes apart from technical details like texture and health of hair," says Jawed Habib. Clients do expect stylists to inform them about the latest hair products, how to use them and which will suit them the most. After all, they are paying a pretty price at the end of it.

A cut or styling at any fancy hair salon costs anywhere between Rs 300 and Rs 1,000. Coloring would set you back some Rs 1,500-5,000 (the techniques and materials used vary widely). And processes like re-bonding (permanent hair straightening that's the latest craze), a four-hour process, can cost anywhere between Rs 8,000 to Rs 20,000. So, loosen those purse-strings, and let your hair loose.

Number of branded unisex salons in each station of Mumbai: Approximately 70

Number of customers coming on weekdays: Around 30 to 40

Number of customers coming on Sundays: Minimum 60

Average rate of normal haircut: Range from 50 to 100

Brands displayed as posters in or outside the salon: L'Oreal, Lakme, Schwarzkopf etc.

Company Profile

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Prosell at a glance:

Prosell & Channelplay merger:

On 30th May, 2011, the Directors of Prosell Field Marketing Private Limited and Channelplay Consulting Private Limited have agreed to merge the two companies into a single entity which will be called Channelplay Consulting Private Limited.

Channelplay was founded by Sundeep Holani, Tushar Chauhan and Suhas Misra in 2006 with a vision to be India’s leading retail marketing company. Over time, as Channelplay saw its business diversifying into various business verticals, the management decided to create separate brands for different types of businesses. Prosell Field Marketing Private Limited was started in 2008 for conducting all of the manpower intensive field execution businesses like ISD programs and Merchandising while Channelplay was increasingly involved in consulting, training and retail intelligence work.

Both companies have grown well and have become well-known and respected players in Industry, and between them work with some of the world’s biggest mobile phone, PC and consumer goods companies. Both combined had over 43 crores in 2010-11 revenues and a team of over 2500 professionals.

As we enter the next phase of growth, the management recognizes that we need to not only continue working on our core competencies, but it is also very important for us to build a strong brand that will help us in relationships with all stakeholders – clients, employees and partners. We have thus decided to merge the two companies into a single entity which will operate under the Channelplay name. The merger process is a long-winded one, and shall be completed in

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compliance with all laws and rules. However, all employees of Prosell will assume Channelplay related business identities immediately.

On the GO:

In an unpredictable business environment which changes and challenges every moment,

we at Prosell believe that being energetic, fast and result oriented is not a virtue, but a necessity

for your business.

Long gone are the days of extended meetings, stretched deliberations and leisurely planning.

When every moment counts, we believe we have to make it count, smartly and speedily. And this

belief of ours gives rise to our mantra, words which define the way we feel, think and act, words

which infuse us, and we promise, will infuse your business with an undefeatable energy and vigor

–

These three words permeate every mind and action at Prosell, thus lending us a vibrant

and enthusiastic attitude. An attitude to get things done using focused processes for your business

while others struggle with long drawn ones. An attitude to keep your business innovatively ahead

in creative ways when seemingly huge problems stand in our way. An attitude to infuse an

effervescent energy to your business by surging forward every moment with a lively and

proactive outlook, encapsulated breezily by our mantra.

Not only the way we conduct your business, but the way we conduct ourselves is also

guided dynamically by these words. Be it the extra spring in the steps of each member of the

Prosell family, or the swiftness with which Prosell’s management takes decisions, or the

promptness we demonstrate in resolving internal matters, ‘On the Go’ is the way we feel, and it is

the way we promise to infuse your business with!

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Locations:

Delhi

Kolkata

Mumbai

Chennai

Prosell Offices

Over 900 employees Offices in 4 metros Warehouses in 125 cities Permanent employee presence in 125 cities Vendor tie-ups in top 50 cities for,

o Print & production

o Temporary manpower

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Major clients:

Coke Microsoft Dell Intel Nokia Samsung etc.

Work Culture:

At Prosell, it is believed that our work is only a reflection of our organizational DNA and how we feel about ourselves and our work as a company.

Guided by this belief, Prosell has worked methodically and passionately to infuse its work culture with a vibrant and resonating “On the Go” vibe. With a team force composed primarily of young and energetic domain specialists, Prosell channelizes their raring energy by giving them adequate responsibility resulting in challenging workloads and a steep learning curve.

But while the vibrant work culture at Prosell reels with high responsibility riding on an energetic work force, an evaluative performance based environment is maintained by linking career growth to measurable performance.

The above work culture is an ideal mix of energy, responsibility and performance evaluation which translates into an impactful and sincere workforce treating the client’s business objectives as their own.

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What sets the company apart in the competition :

Visual Merchandising:

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Plan coverage route system

Ensure govt. norms are followed

Find gap between plan & execution

Merchandisers get route in the field-

In mobile

Application

PC

Update coverage through mobile application

Merchandisers update data through mobile applications

POSM deployed

Photo Outlet

profiling Information

Clients have system access for all data & reports

Coverage report Photo report POSM

deployment report

Competition report

Agile market response

Guaranteed execution

Measure & improve quality

Complete client visibility

Plan routes & allocations centrally

Instant communication to field team

No “signal-loss” possible

Mobile application based live reporting

Photographic reporting for each merchandising visit

Geo-location captured for every visit

Measurement of merchandising quality

Instant feedback loop to the merchandiser

Incentives based on merchandising quality

Plan POSM based on outlet profile

Find POSM tune based on production requirement

Visit frequency decided based on POSM self-life at store

Centralized route planning

Route compliance

Live reporting

Complete client visibility

In an economy where any number of products are jostling for space on a single shelf, your product needs to stand out from the crowd. When the customer faces an array of products, you can’t wait for her to pick out your product. Instead, your product should approach the customer’s mind space actively by being presented in a manner which is striking and visually appealing. Prosell is equipped to deliver exactly that, and more.

Prosell’s ability to deliver a comprehensive visual merchandising experience is led capably by its team of highly trained visual merchandisers spread across top 200 Indian cities. Equipped with state of the art mobile reporting applications, this expert team brings to its clients a huge advantage in the form of store profiles and relationships with more than 10,000 retailers across India.

Serving as a strong and focused framework for the operations of this highly specialized team is Prosell’s centralized IT infrastructure which enables sharp team management, maximizes productivity and provides complete visibility to the clients.

POS Placement:

The best of strategies are often thwarted by below par execution at ground levels. With Prosell, foolproof strategies are not thwarted, but accentuated by excellent execution levels.

The POS placement capability of Prosell is one such shining example. While the capability delivers visually appealing and highly relevant placement of Soft POS such as posters, danglers and other temporary materials, this ability stems from the fact that Prosell‘s merchandising team is well trained on merchandising science and hence delivers maximum quality of visibility at store.

The above is ably supported by Prosell‘s cutting edge merchandising system which uses mobile phone based interface for merchandisers to give real-time control and visibility over the operation.

Some of our Clients who have benefitted from Prosell‘s POS Placement Capability:

Sony Ericcson: Weekly Coverage of over 4000 stores across 30 cities in India

Dell: Monthly Coverage of over 1200 stores across 150 cities in India

Microsoft: Monthly Coverage of 300 stores across 8 top cities in India

Kiosks and store displays:

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To a customer, a Kiosk you set up may be a reflection of how good or bad your business is. Equipped ably to create, design and manufacture complete stores, store display units(SIS) and kiosks for events & exhibitions, Prosell ensures your Kiosks and Store Displays are perceived as shining examples of your Business excellence.

While having owned manufacturing facilities in Delhi & Mumbai and vendor tie-ups in all major locations to deliver a single-touch solution across India, Prosell also maintains healthy relationships with top 5000 retailers of Mobiles, IT and Consumer Electronics, making it easier get preferred spaces in the store.

While this cutting edge capability is deployed by Prosell‘s teams, an Online System ensures complete visibility into the deployment process and post deployment life cycle.

Some shining examples of how this capability has been brought into play for some clients:

o Fabrication of SIS Units for Sony Ericsson

o Complete Design & Development of Toshiba Exclusive Stores

o Maintenance & Refurbishment of Sony Ericsson Exclusive Stores across India

Sales force outsourcing:

In an expanding economy, where every corner of the market is a potential gap and your customers

are present in diverse locations, you cannot depend on a limited and static set of resources to

reach out to all of them. In such a case, you need a smart and energetic field force, and you need it

quickly.

With an experience of deploying large retail sales teams of up to 500 members, Prosell’s

capability to provide sales force outsourcing is one of the best in the industry. This best of breed

capability stems from an ability to drive end to end process – recruit – train – manage, with

clearly defined and refined processes in place to seamlessly manage each of them.

Such a strong understanding and capability lends Prosell a confidence which enables it to execute

projects where remuneration is linked to sales results produced, thus making Prosell’s

contributions even more closely tied to the impact on the client business.

Also supporting these strong processes is a network of thousands of employees and ex-employees

which helps Prosell staff projects very rapidly across geographies.

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ISDs & promoters:

We understand that to a prospective customer, your business is as good as the promoter explaining your product. While a good promoter may be the best ambassador for your brand, a below par promoter may lay in vain all the marketing strategies chalked out.

Ensuring you position a team of ISDs and Promoters which serve as scintillating ambassadors of your brand, Prosell maintains a strong responsibility for its resources across the complete lifecycle – Recruitment, Training, Performance Management and Career Progression.

At the same time, Prosell assumes complete accountability for the sales solutions it delivers by tying the agency fees to sales performance.

And with an ability to deploy large managed teams of 100 to 1000 people across India, Prosell is equipped to position quality ISDs and Promoters at a scale and speed which serves your business in the best manner.

Some Clients who have utilized ProSell‘s ‘On the Go’ team of ISDs and Promoters:

Nokia: 550 sales promoters selling over Rs. 60 Crores worth of Mobile Phones per month across leading retail outlets in North India

Toshiba: 80 sales promoters across India that produced a 22% share gain for Toshiba at the Participating Outlets.

LG: 2000 promoters deployed for LG Mobile Phones at over 250 towns across North & East India

Institutional sales force:

For any business, while the end customers are very significant, the importance of achieving institutional sales cannot be undermined.

Bringing consistent and bulk sales, this avenue of achieving sales requires skilled resources specially trained on solution selling. ProSell‘s ability to deploy institutional sales teams to sell long-sales cycle solutions, coupled with an In house CRM system which manages sales cycles and provides sales cycle visibility along with reliable revenue forecasting makes it one of the most equipped and sharp operators when it comes to achieving institutional sales.

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Experiential marketing:

Experiential marketing is recognized across the industry as a domain where the skills and quality levels of the promoters involved is paramount to a complete and impactful experience for the audience. While a positive experience may gain you a loyal customer, a bad one may turn her away for a long time, and turn away all those she could have influenced positively.

Prosell, being very sensitive to this fact, boasts of a strong network of experienced and skilled promoters. To further hand pick only the best from this network, Prosell maintains the performance history of each promoter engaged on past projects and only the better performing promoters are chosen for further projects.

Maintaining its sight on the other important link in an experiential marketing chain , Prosell has also forged healthy and long standing relationships with an ever increasing network of malls, schools, institutions and other relevant bodies.

The above processes and networks ensure that its clients are able to offer a focused, fast and comprehensive experience to their audiences.

So, what experience do you want to give your customer? A bad one or a pleasant one? At Prosell, we are ready to create a very pleasant one.

Sampling:

Today, the customer is not ready to invest his money and faith in a product she does not even know. This is where the tool of sampling comes in, a practical and effective way to take your product to the customer before she purchases it.

But while it may appear simple, sampling is an art which requires a deep understanding of the customers.

Prosell boasts of a thorough understanding of the customer and abilities which enable it to use this understanding and deliver an outstanding experience to your customers.

Operating across stores and malls, Prosell offers you Industry’s best promoters recruited after careful assessment and filtered through performance tracking on all assignments undertaken with Prosell. To eliminate any scope for sub-optimal performances, promoter payments are linked strongly to performance, infusing promoters with the correct motivation and incentivisation to deliver an outstanding experience.

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Road Shows:

With hordes of your customers thronging places such as malls, markets, multiplexes and other locations, it is a huge opportunity for you to expose the right products to the right target audience.

Prosell holds specialized expertise in putting together impactful road shows for product launches, special promotions, and festival and theme based marketing. With an experience of organizing such events across locations in more than 100 cities in India, Prosell offers you Industry’s best promoters recruited after careful assessment and filtered through performance tracking on all assignments undertaken with Prosell.

To eliminate any scope for sub-optimal performances, promoter payments are linked strongly to performance, infusing promoters with the correct motivation and incentivisation to deliver an outstanding experience

Events:

In an economy where engagement with the stakeholders is a necessity, Prosell can help you deliver highly creative solutions which form memorable and entertaining experiences for the right set of customers.

Using Best-In-Class equipments and drawing on a celebrity and venue network, Prosell provides a convenient one-stop solution for complete events, conferences, exhibitions and seminars for driving engagement with customers, media, channel partners, etc.

Retail Intelligence:

So, you are implementing a comprehensive program but have no idea about what’s happening at ground level? Are all those product knowledge sessions actually being used by a promoter at ground level? Is that well laid out product brochure actually being handed to the customers or lying in a heap at the corner of the store? Prosell is ready to find the answers.

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Prosell stands strong with a team of auditors and mystery shoppers covering over 200 cities in India. Sharply equipped on account of vast experience in audit and mystery shopping within retail, distribution and service center environments, this expert team is ably supported by Prosell’s cutting edge system for capturing, analyzing and sharing results , maintaining a real time flow of information for both clients and Prosell alike.

Channel partners:

Putting forward the regulatory tools of Audits and Mystery Shopping in a very sincere yet authoritative manner, Prosell has the capability to deliver actionable data points on finance, processes, infrastructure and capability audits of distributors, authorized stores, franchisees and other channel partners across India.

Taking analysis of this information to another level, Prosell utilizes an online system to provide 360 degree visibility on audit performance, improvement requirements and performance trends to all stakeholders.

As an example where Prosell added value to a client’s business by bringing this capability into play, Prosell undertook a comprehensive Distributor Process and Infrastructure Audit for Coca Cola providing them highly actionable and incisive findings.

Retail stores:

Offering the capability of Audit and Mystery Shopping across Retail Stores, Prosell offers Retail Audits to measure merchandise compliance, share of stock, share of visibility, scheme displays and compliance with other look and feel parameters. The mystery shopping capability extends to measure the soft skills, selling skills and product knowledge of sales teams, ensuring they are on top of their game at all times.

Taking analysis of this information to another level, Prosell utilizes an online system to provide 360 degree visibility on audit performance, improvement requirements and performance trends to all stakeholders.

Some clients who ensured excellent resource performance with help from Prosell:

· Sony Ericsson

· Dell

· Nokia

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Service centers:

For this channel, Prosell conducts audits to measure process compliance, financial compliance, infrastructure, equipment maintenance and other parameters while the Mystery Shopping capability measures quality of service, service SLA compliance and customer satisfaction metrics

Also, Prosell deploys an online system to provide 360 degree visibility on audit performance, improvement requirements and performance trends to all stakeholders.

Select cases where Prosell demonstrated its unique capabilities:

· Service Center audits for Nokia Care Centers

· Service Center audits for Micromax Mobiles

Training:

It is said that to waste a smart brain is worse than wasting a not-so-smart one. The best of recruitment processes can be in vain if the recruits are not trained in the right direction on an ongoing basis. And to impart this training, you need the right training partner.

While Prosell prides itself on its resourceful and energetic team as well as its cutting edge processes, it firmly believes that it is paramount for any organisation to continuously enhance its resources’ knowledge and skill levels.

Giving a concrete form to this philosophy, Prosell has built training capabilities which are reflected aptly in the confidence and performance of its trainees.

A team of in-house trainers for soft skills, selling skills and ‘Product & Technology’ trainings ensures that the trained force is ahead of the rest, whether it understands the needs of a customer, or explaining the finer details of a product to her. This training team imparts the training across the classroom training format as well as on-premises training at retail stores, service centers etc, creating a real time and highly experiential learning environment for the trainees.

Utilizing the strong technology focus held by Prosell, an E-learning environment supports the trainings ably by providing access to the training resources in an ongoing and stimulating format, so that your resources do not have to wait for the next training session.

But while the impact and completeness of Prosell’s training capability is established, there is a sharp assessment environment in place to measure the training effectiveness.

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Add to that a capacity to execute training assignments anywhere in India, and you have a capability which delivers focused and incisive trainings across geographies within challenging timelines.

Selling Skills:

The fact is, everyone is in sales. Whatever area you work in, you do have clients and you do need to sell.

This statement just goes to show how important it is for any resource to be adept at Selling.

And with an extensive experience which stems from 3 years of managing over 2000 person-years of sales experience for clients like Nokia, Microsoft and Toshiba, Prosell possesses an excellent Sales Training capability, imparting trainings across classrooms and real time in-store environments.

At the same time, Prosell places a heavy focus on assessments to measure training effectiveness and ROI, thus ensuring that the capability is converted into scintillating training results for you.

Some companies which have benefited from Prosell‘s Selling Skills Trainings:

· Nokia

· Toshiba

· Microsoft

Product & technology:

The fact is, everyone is in sales. Whatever area you work in, you do have clients and you do need to sell.

This statement just goes to show how important it is for any resource to be adept at Selling.

And with an extensive experience which stems from 3 years of managing over 2000 person-years of sales experience for clients like Nokia, Microsoft and Toshiba, Prosell possesses an excellent Sales Training capability, imparting trainings across classrooms and real time in-store environments.

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At the same time, Prosell places a heavy focus on assessments to measure training effectiveness and ROI, thus ensuring that the capability is converted into scintillating training results for you.

Some companies which have benefited from Prosell‘s Selling Skills Trainings:

· Nokia

· Toshiba

· Microsoft

Customer service:

Prosell undertakes Soft Skills & customer service skills training across classrooms training and On-The-Job training format.

At the same time, Prosell brings sharp focus on assessments to measure training effectiveness and ROI, thus ensuring that the capability translates into impactful training results for you.

As a select example where this capability was deployed for a client, Prosell delivered Customer Service Training for Nokia Care center teams.

Introduction:

Style media is a campaign which is launched newly in Mumbai. Apart from Mumbai, this campaign is operating also in other cities of India. Earlier, this campaign was launched in European countries and it became very successful over there. That is why, the company thought if this campaign can be successful in Europe then why not in India?

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What is the concept all about?

This concept is all about advertising in branded unisex salons. In this concept, there are information panels to be put around the mirror of the salon so that whenever customer comes there for haircut or any such service, he will look at the panel for more time and this is how the advertisement of whatever product, service or scheme is put in the panel, will be done. For this advertisement, the owner of that salon will be given some monetary and non-monetary benefits. So my work was marketing of this concept and thereby convincing the owners of branded unisex salons to make contract for this concept.

Why salons for advertisement?

Salon is a place where if a customer comes, he will have to be there for at least half an hour. When a customer is sitting for haircut or any kind of service, he will have to just look at the mirror. He can’t do anything but just following the instructions of the hairdresser to move his face. So his eye will go around the mirror where the information panels are put. This is how, he will have to look at the information panel for minimum 15-20 minutes and the advertisement of that product or service will be done very effectively. Salon is the only place for this kind of effective advertisement.

Here is the document which was given to me as outline of how to make presentation in front of the salon owner:

Signing a Salon - Script

Summary - Main Points

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1. Success in Europe

2. Benefitsa. Customerb. Hairdresserc. Owner/Manager/Salon

3. Payment

4. Making life easy for you – “INFORMATION PANEL”a. Example campaignb. In salon lookc. Free installment d. Salon Usage

5. Contracta. Exclusiveb. Four framesc. 5 yearsd. Payment e. Penalty

Dialogue:

Entrance/Introduction:

Hello can I speak to the owner.

Do you have a few minutes? I would like to speak to you about a new project we are setting up in [your city] that has been very successful in other places in Europe and Asia. We want to give free gifts, samples to your customers and opportunities to win great prizes. You don’t have to pay anything.

Making the pitch:

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We are launching a new project in Mumbai that has been very successful in many countries in Europe.

We want to give free gifts and samples to your customers such as for coffee, chocolate, magazines, cosmetics and creams. Also they will have the opportunity to get discounts on various items such as holidays, cars, cosmetics. They will also be able to win great prizes such as holidays in New York or Spain. Any salon that is not in our network will not get these opportunities – so the salon next door if he does not join our network will not get these free gifts and so customers will prefer to come to your salon rather then go there.

Also we would like to do something for you that is impossible in a small business without the network of a [famous local chain]. We will provide you with motivational gifts and opportunities for your hairdressers. The companies promoting products to your customers will also give your hairdressers extra gifts and samples maybe for a period of time before the promotion starts to your customers. Also the hairdressers will have the opportunities to win further prizes such as trips aboard. And they will get invites to special events such as VIP shopping evenings in shops where they get big discounts and free drinks.

Also for the salons, their owners and managers there are additional opportunities for additional gifts, to win microwaves or win equipment for salons such as coffee machines or hairdryers. Also owners and managers also get invited sometimes to top VIP parties maybe with their top customers.

And, even better, you don’t need to pay us anything! In fact we pay you. This is an [administrative] fee based on every campaign we do and it will be _____ for [your city]. That means that you could get up to ______in a month or up to _________ in a year if we had four campaigns running every month. You get paid when we have a campaign running.

Also to make it more comfortable for your customers and for your hairdressers and to ensure that your hairdressers do not need to do any real work and they do not need to push customers to try products we provide information display panels for customers to look at.

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[PULL OUT FRAME]

… these information displays we place in front of the customers in a place that they can see them very easily.

[PLACE ON/NEXT TO MIRROR]

The poster in these displays will tell the customer if they want the sample or gift then they should ask the hairdresser.

These displays we supply and install at our cost. We place them next to the mirrors in the best place for the customers to see them. Like this . . .

[TURN OVER FRAME TO SHOW PICTURE]

. . . we pay for these frames and you can use these when we are not using them for your own hairstyle displays or certificates – clearly only don’t put there any advertising.

They are really very attractive and clean and fit well in any environment and with any decoration..

Then Contract discussion

1. Exclusive2. Four frames3. Payment4. 5 years5. Penalty

Here is the document of standard salon contract:

Agreement (the ‘Agreement’)

This AGREEMENT is made on ________________ BETWEEN

Style Media International Limited, with registered number 5859305 and its registered office at Melbury, Harestone Hill, Caterham, London, CR3 6BG, England represented by its director Ed Gemmell (“Style”); and

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_______________________________________(name of the Salon), Company registration number ____________ having the registered office/business location at _______________ ___________________________, and represented by its Director _____________ (the ‘Salon’).

It is agreed as follows

6. Salon agrees to provide Style with the exclusive right to undertake advertising at the Location of the Salon.

7. This Agreement is subject to the attached Standard Terms and Conditions which are an integral part of this Agreement. This Agreement may be assigned by Style to its associated Indian company which is under formation at the date of signing.

8. Style will send all payments due to be made to Salon:

____ By Postal Order to the business address of the Salon

____ To the Bank Account of the Salon

a. Name of Account Holder: _________________________b. Account Number: _________________________c. Bank Number: _________________________d. Name of Bank: _________________________e. Address of Bank: _________________________

4. Unless notified otherwise all legal communications should be send to the addresses first written above and all operational communications between the Parties shall be made to the following:

For Style: For Salon:

Prosell

__________________________

__________________

______________________________ Delhi

__________________________

Tel: +______________ Tel: + ________________

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Fax: +______________ Fax:+___________________

Email:________________________ Email:-_____________________

5. By signing below Salon warrants that it has read and understood this Agreement and the Terms.

In Witness of the above, on the day first mentioned above,

Signed, Signed,

_____________________ ______________________

on behalf of Style. on behalf of Salon

STANDARD TERMS AND CONDITIONS

(the “Terms”)

DEFINITIONS

A. Location – means the address at which Salon physically operates its business;

B. Agreement – mean this Agreement including, these Standard Terms and Conditions;

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C. Terms – shall mean these Standard Terms and Conditions;

D. Brand – means a brand name of a product, service or company. If one company sells or

promotes multiple brands in one advert then this is one Brand for the purpose of these Terms;

E. Advertising – means all advertising and promotional rights inside the Location.

Notwithstanding the generality of the foregoing this will specifically include: picture

advertising or branding; sampling of products; sale or free distribution of magazines; free

postcards; leaflet distribution; data collection and any other form of commercial promotion.

F. Campaign – shall mean the display of a single brand over one or more consecutive months;

and

G. Display Materials – shall mean all materials installed in the Location by Style including

but not limited to frames of size A4, POS materials, and collection boxes.

1. These Terms are a valid and integral part of the Agreement.

1. Under the Agreement Salon provides Style with the exclusive right to undertake Advertising

or other connected activities in the Location. This right specifically includes the right of Style

to place advertising adjacent to or on mirrors in the Salon at most 50 cm from the mirror’s

centre. The centre of the mirror will be that point at eye level directly in front of a styling

chair in front of which each customer sits to have her hair cut or styled.. This will not exclude

Salon from continuing any existing contract with a specialist professional hair care product

company but will exclude any other promotions or advertising.

OBLIGATIONS OF SALON

2. This advertising will be repeated and positioned to ensure that every customer sitting in a

chair has direct view of the Advertising and does not have to turn his head or strain his eyes to

see the Brand.

3. Salon will display at least four different Brands next to each Mirror. Either Style will install

Advertising materials or Salon will erect Advertising materials received by post from Style or

its contractors in the pre-positioned Display Materials, and as instructed by Style

4. Salon will ensure that its own representatives do not move or cover or otherwise use the

Advertising or Display materials at any time.

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5. Salon shall allow Style and its contractors to view, display, stock, repair and photograph

Advertising and Display Materials, poll and collect information on the customers in the

Location.

6. Salon will provide information on its business and customers to enable Style to attract

advertising to the Salon.

7. Salon shall immediately report any damage or loss of display materials and advertising to

Style by email or telephone.

8. If Style will provide magazines to the Salon then the Salon will display these magazines for

its customers in the waiting area of the Salon.

OBLIGATIONS OF STYLE

9. Style will provide Salon advertising materials and Display Materials (as required) for the

display of Advertising at no cost to Salon. Display Materials shall remain the property of

Style and if the business of Salon ceases or this Agreement ends then Salon will return these

Materials.

10. Style will arrange through its contractors to install the Display Materials in the Location in the

specific places previously identified and documented in writing or photographed by Salon and

Style.

PAYMENT TERMS

11. Style will pay the Salon a Fee of 300 Rupees per month per Brand to display Advertising.

This Fee shall be paid by postal money order or bank transfer to the Salon’s account 30 days

following the month in which the Advertising was validly displayed.

12. No payment is due to the Salon for Brands displayed past the end of a Campaign even if the

Advertising stays on display in the Location.

13. The Fee is considered to be inclusive of VAT.

14. The Salon agrees that Advertising or promotional materials promoting Style or advertising

opportunities within the salon network of Style or promoting charities or cultural events may

be placed without payment of any Fee.

MISCELLANEOUS

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15. This Agreement shall be valid for five years from the date on which it is signed and will

renew automatically every five years if not cancelled by either party at least six months in

advance by registered mail.

16. If Salon moves from the Location then Salon shall inform Style at least two weeks in advance

so that Style can move the Display Materials to the new location .

17. Salon agrees to keep the contents of this Agreement completely confidential.

18. Should Salon breach this Agreement, then an automatic penalty of 10,000 Rupees will be

payable for each such breach.

19.This Agreement may be assigned by Style.

Here are the examples of how the panels will be put around the mirrors of salon:

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Documents and things I was carrying in field work:

1. At least 2 copies of standard contract document2. Hard copy of above sample photos to make clear understanding to the salon owner3. Sample of information panel(A4 size) given by the company so that the owner can have

clear idea about its size, weight and look4. Document of the outline of the presentation

Source of addresses of salons in Mumbai:

1. The initial source was website “just dial”2. Other sources were based on contacts and knowledge about the city

Example of the daily report (from 22nd April to 10th June):

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salon name

Address Tel. no person met

Position

full presentation?

Reaction

22/4/2011

Welldone men's salon

Shop no 4,plot no 164,Jawahar nagar,Goregaon(W)

022-28776079

Mr. Pankaj Kumar

Owner Partly Not interested because business will be negatively affected

Terquise Unisex salon spa

4,Rustomjee Ozone,next to MTNL,Goregaon(W)

022-61620234

Mrs. Seema Patil

Manager

Yes Will inform later

Lemon salon

10, Rustomjee Ozone, next to MTNL, Goregaon(W)

022-42666206

Miss. Keyuri Parmar

Manager

Yes Will inform later

Kapil's salon and academy

6, Rustomjee Ozone,next to MTNL, Goregaon(W)

022-61426576

Mr. Ramkumar

Manager

Yes No authority for it

Dilshad Lite salon

24,Bhoomi classic building, Opp Inorbit mall,Malad(W)

022-28710702

Mr. Shoeb

Owner Partly Not interested

26/4/2011

Tens the salon

36,Profit center, next to pizza hut, Mahavir Nagar,Kandiwali(W)

Not given

Mr. Thomas

hairdresser

no no space for info. Panel

Alvees family salon

2,Veensuar Apt.,opp. Kamla Ashish bldg,Mahavir nagar, Kandiwali(W)

Not given

None none no Wrong address

Kapil's salon and academy

10,11,12, Ground floor, Govardhan nagar,opp poisar gymkhana,Kandiwali(W)

022-28020009

Mrs. Preeti

Manager

No Contact head office

Lookout hair salon

9, Shubh Kamna, Mahavir nagar,Kandiwali

Not given

Mr. Rohit

Owner yes Not interested

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Fringe salon

Nr. Pancholiya High school, Behind Bharat Petrol pump, Kandiwali(W)

Not given

Mr. Aslam

Owner yes Not interested

27/4/2011

Fashion point unisex salon

shop no. 93,EMP 17,Thakur villege, Kandiwali(E)

022-64224597

None none no close

Kapil's salon and academy

31 A/4,Saraf Choudhry nagar,nr IDBI bank,Thakur sankul busstop, Kandiwali(W)

022-61426564

Mrs. Navya

Manager

Yes Will inform later

Rediance salon spa & academy

2,3,Dattani Park bldg no. 1, opp Gokul concorde, Thakur villege, Kandiwali(E)

022-61626587

Mr. Kamalkumar

Manager

Yes Will inform later

Nail spa da favola synk salon

117,EMP46,Evershine co op hsg soc, next to Monginis, Thakur villege,Kandiwali(E)

022-61618527

Mr. Ashok

Manager

Yes No authority for it

Tens the salon

shop no 40,EMP 7,Jupiter co op hsg soc,Thakur villege, Kandiwali(E)

022-28464707

Mr. Sohel

Manager

No no space for info. Panel

Evershine Hair studio

32, EMP 51, Thakur villege, Kandiwali (E)

022-64204868

Mr. Gopal

hairdresser

yes contract not trustworthy,earlier same contract done with some company but it failed

28/4/2011

Tress talk unisex salon

301,Destination 3rd floor,next to shoppers stop, MG rd, Ghatkoper(E)

022-25100761

Mr. Arvind

hairdresser

Yes Not interested, negatively affects brand name

Blue shop no. 10, 022- Mr. Owner partly no space for

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heart salon

Shankar nagar, Tilak rd, Ghatkoper(E)

61427085

Nilesh info. Panel

Magic mirror family salon

1/A, Mani villa gr floor, opp Bk of Maharashtra, 60 feet rd, Ghatkoper(E)

022-31920555

Mr. Kartik

hairdresser

Partly Not interested

Splash the salon

3/4, Swagat bldg gr floor, Hing wala lane, 60 feet rd, Ghatkoper(E)

022-65296666

Mr. Anirudh

Owner no Not interested

Spanish the salon

101, Destination 1st floor, next to shoppers stop, MG rd, Ghatkoper(E)

022-31920666

Mr. Sheldon

hairdresser

partly not authorised for decision

29/4/2011

Envi salon & spa

C/O,Oberoi Mall,Goregaon (E)

Not given

Mr. John Manager

partly no space for info. Panel

Tip Top family salon

01/D,Green lawn apt.,opp st. Pius college,Aarey rd, Goregaon(E)

022-26864153

Mr. Ravi Owner partly Come later

Hair care family salon

05/D, Green lawn apt.,opp st Pius college,Aarey rd.,Goregaon(E)

Not given

Mr. Aniket

Owner Yes Compensation very less,business related companies offer much more

Tanqlerzz salon

shop 11, Nr heena Gaurav jewels, Goregaon (E)

022-65286224

Mr. Gaurav

hairdresser

No No authority for it

Exquise salon

C/O,Oberoi Mall.2nd floor, Off. Western express Highway, Goregaon (E)

Not given

None none no Salon was close

Max unisex salon

Opp. St. Pius college,Aarey rd., Goregaon (E)

9833154582

Mr. Ravikiran

Manager

yes Not interested

30/4/2011

Grand unisex

C/O, Grand Hyatt hotel,Off

022-6676123

None none no Not allowed to enter

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salon Western express highway,Santacruz(E)

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Jolly salon

7,Agrawal bldg, nr. Hotel two star, Santacruz Kalina market,Santacruz(E)

9820715999

Mr.Ratnakar

owner partly no space for info. Panel

New diamond salon

1,opp Indira Nagar police station,Golibar Maidan,Santacruz(E)

9594816855

Mr. Ajeet

hairdresser

yes Not interested, negatively affects business

Lookup hair salon and spa

11,Agrawal bldg, nr. Hotel two starr, Santacruz kalina market, Santacruz(E)

Not given

Miss. Shweta

manager

yes No authority for it

1/5/2011

Sunday, all salons have customers so told to come later

2/5/2011

All salons close

3/5/2011

B vogue & black unisex salon

Rafi mansion, nr Gurunanak Park, 28th rd, Bandra (W)

9820704275

Bablu bhai

owner Partly no space for info. Panel

Stylish unisex salon

Opp Shiv Sagar restaurent,16th rd, Bandra(W)

Not given

None none no close

Naturals unisex salon

1st floor, Landmark bldg, Above HDFC bank, Pali naka, Bandra(W)

9167285335

Veena Shetty

Manager

no salon is under renovation

Milaan unisex salon

shop 4/B,sushila sadan chambers, opp shoppers stop, Linkin rd, Bandra(W)

022-26435916

Vinayak hairdresser

no Owner not present

Asif the salon

2nd floor,Landmark bldg,opp st. Peter church, Hill rd, Bandra(W)

Not given

Ramprasad

Owner Yes Not interested

Juice shop no. 2, Not Mr. John hairdre Yes no space for

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hair salon

Chetak co op ho soc, next to Kangaroo kids,Nargis Dutt rd, Bandra(W)

given sser info. Panel

4/5/2011

After ego hair & beauty unisex salon

studio no. 84,Zulekha house,nr Hinduja hospital,SVS rd, Mahim

2261428042

Mr. Kedar

Owner Partly Not interested

Stars salon

1, Parekh mahal, LJ rd, Mahim

2224330891

Mr. Jagdeep

hairdresser

Partly no space for info. Panel

Linda(Haute hair salon)

flat 1/A, Silver fin, MMC rd, Mahim

Not given

Mrs. Meshwa

Manager

Partly no space for info. Panel

6/5/2011

Dilshad's salon

2/3, 1ST Floor Candelar Building, Near Mehmood Studio, ST John Baptist Road,, Bandra(W)

2261631760

Mr. Joseph

Owner Partly Will inform later

Treestalkh salon and spa

57, Rajdhoot, Ground Floor, Opposite Rajkumar Jewellers, Linking Road, Khar

Not given

Mr. Sandeep

hairdresser

Partly Will inform later

Snip salons and spas

Ground Floor, Patkar Bungalow, Turner Road, Bandra West, Mumbai – 400050

2261732760

Mrs. Anushka

Manager

yes Not interested, nothing allowed inside salon

7/5/2011

Rouge beauty salon

A/1, Dattatray Apartment, M G Road, Kandivili West, Mumbai – 400067

2229672642

Miss. Seema

Manager

Partly Will inform later

Glossss hair and beauty salon

B-2 Raghuleela Mall 1st Floor, Behind Poisar Bus Depot,

2267425854

Miss. Rukmani

Owner Partly Not interested

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Kandivili West, Mumbai – 400067

Kutz and kulz beauty salon

Shop No 1, Alexio Building No 2, Behind Kinnys Corner, Behind IC Colony, Borivili(W)

Not given

not mentioned

none no come later

Shrushti salon and spa

Shop No 3 Shaijal Building, Charkop Village, M G Road, Kandivili West, Mumbai – 400067

2229854678

Miss. Manjari

hairdresser

Yes Will inform later

8/5/2011

Sunday

9/5/2011

All salons close

10/5/2011

Kapil's salon and academy

31 A/4,Saraf Choudhry nagar,nr IDBI bank,Thakur sankul busstop, Kandiwali(W)

022-61426564

Mrs. Navya

Manager

Yes Took feedback but not interested

Lemon salon

10, Rustomjee Ozone, next to MTNL, Goregaon(W)

022-42666206

Miss. Keyuri Parmar

Manager

Yes Took feedback but again told to inform later

Hair next salon

Shop No 15, Plot E, Rock Avenue Bldg, Nr Hindustaan Naka, Kandivili(W)

Not given

not mentioned

none Partly Not interested

Rediance salon spa & academy

2,3,Dattani Park bldg no. 1, opp Gokul concorde, Thakur villege, Kandiwali(E)

022-61626587

Mr. Kamalkumar

Manager

Yes Their other material may be at risk so denied

Some important points about experience, improvements in the field work:

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Mumbai is a place where salon owners cannot be convinced only in rs. 300 per month. They should be convinced by giving more concentration on monthly gifts rather than monetary benefits.

In Mumbai, the shops and salons are opened in very small and congested space. Between the mirrors also, there are generally stands on which displays of sellable cosmetic products are put. So in some salons, there is no enough space to stick information panels. Even if the information panels are put then it may look congested and the look and interior of the salon may be negatively affected. Because of this reason, I had to reject around 10% of the salons I attended even to make presentation. There is no sense in trying to convince where the implementation only in not possible.

Displays of branded cosmetic products like Loreal, Lakme, Saka etc. comes directly in competition with this concept and the main benefit to these competitors against our concept is that from the competitor’s displays, the salon owner is making his business but from the concept of Style Media, he will earn just rs. 300.

Apart from that, the competitor brands give the owner around rs. 5000-6000 per month for display of their product or advertisement poster. So there are more chances of the owner to make contract and invest his space for display of the competitors.

Earlier, I used to go for field work like door-to-door marketing. At that time I could visit around 6 to 7 salons but 2-3 salons from those would postpone the meeting because of not taking appointment. Then I started visiting salons after taking appointments so the time I invested in going to attend a salon became worth. Apart from that, going to visit a salon after taking appointment creates a good impression and it helps in convincing the owner.

Most of the salon owner I attended in my entire internship had appreciated this concept as a very beautiful and effective way of advertising but for its application, this concept proved negative. Rs. 300 for panel of something inside the salon and also which is not related with the business of the salon could not help in convincing most of the owners.

Earlier I used to go to the salon and just do the presentation. But after some days, I realized that probing is required in marketing. It means that you have to get some information also. Just giving him information is not enough. So I started asking some questions like number of daily customers, rates, number of hairdressers etc.

Process if the salon owner agrees for the contract:

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1. If the salon owner agrees to make contract, then above given document of “standard agreement” will be filled twice. One for further process by the company and the other for the owner to keep it with him so that when the company’s man comes to put the panels, the owner can show him the signed agreement.

2. This agreement contains following necessary information: Name and address of the salon Registration number of the salon Name of the director How he wants to take payment:

By direct transfer to the bank account of the owner or,By postal cheque to the address of the salon

Sign of the owner and my sign with date

3. On the back side of the document, I will draw the outline of the mirrors of the salon and specify where the salon owner has given agreement to put the information panels, total number of information panels and at last sign of both me and the salon owner.

Some additional points which I put from my side to convince the salon owner:

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This is the way I have put my additional ideas in presentation to the salon owner:

“Though this is the advertisement of something which is not related to business of your salon, this concept can make marketing of your brand name. I tell you how. Generally people discuss the thing more which is seen unexpected. The display of this panel is also the same. So when some customer comes to your salon, he will look at the panels and probably he will never forget it because it is something different which he had not expected. So after getting your service, when he goes home or meets his friends, obviously his new hair style or new look will be subject of discussion.

In the discussion, he will tell his friends that he had seen something like display in that salon. They will ask in which salon he had gone. He will tell them the name of the salon and people will listen to the name of the salon and this is how the brand name of the salon will be spread among all.

People will think that in whichever salon they go, there is no such display. They will think to go and see whatever that is. At least for shaving, they will do a visit to that salon and once if the new customer has entered that salon then the service of that salon will make him come again and again for haircut. And this is how; the business of that salon will be expanded.

Generally, in any business, maintaining existing customer is comparatively easy but getting a new customer is thrice tough than the existing customers. This idea of getting new customers is given by Style Media.

For marketing of any brand, the owner has to make some amount of investment. But this is the concept in which, the company is paying you and you can also get opportunity to do marketing of your brand name.

Advantages of the concept and contract:

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The first and foremost advantage of this contract is that the salon will not have to pay a single penny from his pocket. Rather, the company is going to pay to the salon. Generally, when any company launches a scheme or offer for marketing or sale, they takes at least some amount of investment from the prospect. But here there is no investment from the prospect side.

Another advantage of this contract is that the operation is very convenient to the salon. The company’s man or the client’s employee will come each month, he will take out the earlier information panel, put the new information panel, then he will take the owner’s sign and leave. So there is no any kind of work from the side of the salon.

The salon owner will be given different kinds of gifts each month in this contract. These gifts can satisfy the owner or his hairdressers or to the customers. Here are examples of gifts:

o Coffee machine

o Cold drink machine

o Attractive magazines

o Professional kit for the salon

o Discount coupons on purchase of mobile or branded shoes or laptop etc.

o Discount on tourism schemes like Kashmir, Kerala, Lucknow etc.

o Passes for any mega event in Mumbai etc.

This contract can help the salon improve its service to the customers. E.g. the salon got a coffee machine or coffee machine as a gift. Now, earlier the hairdressers may be serving water to their customers. So now, they can serve branded coffee or cold drink to their customers. This kind of service creates a good impact on customers. They feel that apart from haircut, they are also treated well.

The customers can have another type of advantage like this: suppose they see the panel having Reebok shoes and ask for it, then the hairdresser will give him the discount coupon on purchase of it. A pair of Reebok shoes costing Rs. 2000 and 10% discount will give the customer benefit of Rs. 200. By getting this kind of benefit in the salon, the customers will be very happy with the salon.

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In this contract, the salon owner will not have to invest his time, money, energy, men nothing. So there is no any kind of risk from the side of the salon.

Disadvantages of the concept and contract:

The payment of Rs. 300 is related with the number of campaigns operating in the salon as information panels and not with the number of information panels. It means that however number of information panels is put in the salon, it has no relevance with the money. If 5 panels are put and the campaign is the same in all of them then the salon owner will get only Rs.300 though there are 5 panels. This kind of concept creates negative impact in the mind of the prospect.

Because of very less monetary benefit, the prospect can be convinced on basis of showing attractive gifts’ benefits. But this kind of gifts are not shown to be given anywhere in the agreement. The “Rs 300 benefit” only is shown in the terms. So after reading the terms and conditions of the contract, any prospect would think that the marketer is trying to cheat him.

The tenure of the contract is 5 years. Very few salon owners can be ready to make contract for this long tenure.

For stopping the contract, the owner will have to inform to the company minimum 6 months before the actual completion of the contract. Otherwise, the contract will be automatically continued for next five years.

The breach of the contract will be penalized for Rs. 10000. Though there is no any investment in the contract, the penalty amount is very much (more than the benefits in five years).

There is no any stamp or any legal process for the contract which proves the contract to be legally authenticated. It is based on just two signs. The prospect may not feel the contract to be trustworthy.

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When the marketer goes on field work, e is not given any visiting card or brochure of the company which can show him as representative of the company. Having these things creates a good impact of the company in minds of the prospects.

If the campaign is over but the display is still over there, then the salon owner will not be paid anything for this. The salon owner will look only at his money for space invested in displays. He has nothing to do with whether the campaign is running or not.

If there is display of any social or cultural event or charity function then there will not be

payment to the owner.

Bibliography:

http://www.channelplay.in/ http://www.outlookindia.com/article.aspx?226912 http://www.franchisebuyersnetwork.com/health-franchises/hair-cut-

franchises.php

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