Your Target Customer

Profile the demographics in your community. If your customers are older, they will be receptive to treatments that keep them looking as young as possible. If your customers are young, they will have interest in the latest styles and products. A good marketing tactic is providing educational seminars in your salon about treatments and health practices that replenish a youthful look. This is because products provide the greatest profit per square foot in a salon. Special services such as custom color, facials, waxing and massage are next in profitability. Thus, offering haircuts is the basic service that draws customers to your salon, then you can sell higher-margin products and services.

The Magic of "Free"

People respond to certain words and concepts in marketing. Two of the most powerful are "free" and "discount." Both imply a time limit to buy at a lower price. This brings customers into your shop but the task is to keep them coming back. Offering your customers plenty of free healthy tea, free snacks and calming atmosphere gives them the comfort factor they seek and also creates a personal attachment.

Social Media
Create a Facebook page for your salon. Also send Twitters regarding spur-of-the-moment sales and visits from vendor reps who can answer customer questions and do demonstrations. Promote your Facebook page and Twitter name in all your ads, on your website, on your business cards and even in your salon window. Approximately 20 percent of Facebook users are over age 45 and half of all users are women. Thus, even your older customers are likely active on Facebook, keeping in touch with children and grandchildren. This makes social media an important marketing tool you should not overlook.

Creative Marketing
Take what you know about your customers and market to their lifestyle preferences instead of only advertising specials in the local newspapers. Speak at community club meetings where you can explain your eco-friendly and non-toxic treatments. Give free makeovers at local street fairs. Offer haircut and facial parties to women's sports teams from local high schools and colleges. Successful marketing involves educating your target customers about your services in such a way that you establish trust and personal affinity.

Sell the Experience

Whether the salon is stand-alone or attached to a spa, you will draw new customers through the lure of a particular experience. Your website should feature high-quality images of the location, which are inviting and promote your business' featured services. Appeal to your target market: feature creative styles for a younger demographic and time away from a busy life for mid-life professionals.

Focus on Customer Retention

A large portion of salon revenue comes from repeat business. Stylists should provide new clients with the salon's card and the stylists name so they can easily make another appointment. Keeping in contact with customers through the use of an e-mail list, promotional cards or a monthly newsletter is a way to ensure

customers remember your location. Incentives for repeat business, including discounts for subsequent visits or free product after 10 cuts, are good ways to keep people coming back.

Encourage Word-of-Mouth Promotion

It's not unusual for women to go to the salon together. If they come to your salon, that's two customers instead of one. That's the idea behind a "Bring a Friend" promotion where a client gets 50 percent off their cut if they bring a friend, or gets 10 percent off for every friend who comes to the salon and mentions the client's name. Tying these promotions with full-priced sales ensures your customers get a bonus, but your profit remains stable.

Partner With Other Businesses

Hotels near your salon might keep your marketing material on-hand in case a guest asks for a referral to a local stylist. Other businesses in the hospitality industry, including restaurants, fitness and community centers might also have a bulletin board with advertising from local businesses. Your city's tourism information center will stock brochures about the sites around your town, and might also agree to set a place aside for your advertising.

Encourage Product Sales

Product is a second revenue stream for salons and is a useful strategy to get customers in the door and to spend more once they are there. Advertise sales on products in combination with a service; for example, 50 percent off a shampoo and conditioner combo with any cut. Stylists can also contribute to this strategy during the cut by describing the product they are using to the client and encouraging its continued use.

Service Marketing Mix of Adlabs

PRODUCT The Core Competency here is SCREENING OF MOVIES. The supplementary products / services are enormous like the Video Games Parlour & the Food Court. Good options for food like the Cafeteria where you get food made in hygienic conditions. The ambience is pleasant with centrally air conditioning, well-illuminated layout. FAME ADLABS is well known for its DOBLY DIGITAL SOUND. PRICE FAME uses differential or flexible pricing for its Multiplex theatres. Rates: In the multiplex averages between Rs. 90 & Rs.220 depending upon the box office performance of the movies screened. The prices are popularly estimated to be extremely fair prices for the complete entertainment experience. Reasonable pricing is possible thanks to the

government policies regarding the partial wavier on the extremely high entertainment tax that multiplex enjoy. PLACE It is located at Andheri, Mumbai. From the point of view of public transport its closest to Andheri station. From this station one has an option of hiring a rickshaw, taxi or local BEST buses. However, all said and done, there is no denying that FAME is off the beaten track for most Mumbaikars. Since it is located in the suburbs of city it is not easily accessible and hence loses out here. PROMOTION Initially hyped, FAME attracted a lot of press attention and subsequently the public flocked to Andheri to witness the spectacle. However after the initial hype died down FAME did not take a more aggressive role in promotion but instead took a back seat. FAME beat IMAX by offering its clientele innovative methods of buying tickets via the MOBILE PHONES (SMS) that completely excluded the requirement of the customer to visit the theatre before the actual movie experience. The most effective way of promotion is the daily advertisements in the paper, which promote the movie, which is currently being screened in the theater, and informs the public. One of the new ways adopted in online ticket booking which is quickly becoming quite popular. PEOPLE Courteous and well-dressed people characterize the Multiplex. The employees are highly motivated and trained and exude an aura of energy and vibrancy as they perform their duty with a smile on their lips and a spring in their step. Whilst actually experiencing the movie, the sin-goers around us are just as important as the employees that escort us to the theater. Therefore FAME, which attracts the upper strata of the society, is a very conducive atmosphere and a pleasant environment to enjoy a movie with the entire family.

PROCESS The process is a sequence of actions to deliver the service to the customer. In this case the following is the process followed by FAME. The customer arrives to FAME by car and first goes to the pay n park to park the car. The customer then moves on to the ticket window to purchase the ticket for the movie he is interested to watch. Then the customer enters the building. Here the usher at the door checks for the tickets. Then the customer will move on to the screening area and watch the movie. In the interval the customer will mostly come out to eat or drink something from the cafeteria. The customer goes back to the screening area to continue the movie.Watching a movie at Fame Cinemas is like taking a short vacation. There is a cool ambience, quality service and convenience in booking. PHYSICAL EVIDENCE Ambient factors Air conditioning Excellent ventilation Design factors Uniform appearance Extensive parking lot Spacious interiors Social factors Well dressed employees Courteous Elite and up market crowd Family atmosphere

Marketing Mix Apollo Hospitals

Product: Apollo hospital provides quality healthcare services with more than 53 branches across the country. Prominently Apollo is known best for heart

problems and Knee and Hip replacement surgeries besides other major ailments. The specialities include Heart, Orthopedics, Spine, Cancer Care, Gastroenterology, Neurosciences, Nephrology & Urology Critical Care. Price: The hospital is priced premium and it can afford to do the same because of itspositioning and its assurance as well as the reliability on the brand of Apollo hospitals. Along with it, it also helps that there are so many locations and specialities in Apollo hospitals. Thus a patient is reassured of his well being. Place: Apollo Hospitals has around 8500 beds across 53 hospitals in India and overseas. It is located in 15 different places across India which include Ahmedabad, Aragonda, Bangalore, Bhubaneshwar, Bilaspur, Chennai, Delhi, Hyderabad, Kakinata, Kolkata, Madurai, Mauritius, Mysore Noida. Promotions: Apollo promotes itself through the Community Initiatives viz SACH Save a Childs Heart CURE Extends preventive as well as rehabilitative cancer treatment to the economically backward. SAHI Society to Aid the Hearing Impaired DISHA Distance Health care Advancement Project People: Currently engages more than 19,000 doctors, nurses, paramedics, clinical staff and management professionals to manage over 8500 beds across 53 hospitals in India and abroad. Along with this Apollo Hospitals has several courses along with research facilities to facilitate innovation. Process: The largest achievement of the Apollo Group has been to take quality health care to across the length and breadth of India. This operation in itself involves very established procedures and documentation. It has been a major player in scripting the medical landscape of the nation. This is primarily because the group has continuously been at the helm of several game-changing innovations in Indian health care. Apollo hospitals is NABH, NABL accrediated and also has ISO 9002 award.

Physical Evidence: Apollo Hospital has been know for its quality health care services, at much affordable price. Provides the services for all the ailments & diseases, assuring the healthy recovery with quality care from the staff. Apollo Hospitals conducts a rigorous site survey process as well to take care of various parameters in all their hospitals.
Group Brands : Apollo Clinics Apollo Telemedicine Networking Foundation & Apollo TeleHealth Services E Wellness Rx Healthnet Global Apollo Munich Health Insurance Apollo Healthstreet MedVarsity Apollo Hospitals Education & Research Foundation Apollo Pharmacy Health Hiway Apollo Health Knowledge City The Cradle Apollo Life Apollo Global Projects Consultancy

Specialities: Heart Orthopedics Spine Cancer Care Gastroenterology Neurosciences Nephrology & Urology Critical Care Preventive Health Care

Alliances : AIG International Group American Life Insurance Company Vanbreda International SOS Seven Corners Companion Global Health Care Emergency Assistance Japan GMC Services International Claims Service Prestige International

INTRODUCTION

First corporate hospital 1983- Chennai Largest healthcare group in Asia. It owns and manage 41 hospitals in and around India and has a total capacity of 7000 beds Declared as a Centre of Excellence by the Government of India 27,000 heart surgeries with a success rate of 99.6% on par with global standards. 70% success rate in Bone Marrow Transplant & Total Knee Replacement First Indian Hospital to receive the ISO 9002 and ISO 14001 certifications.

PRODUCT CONCEPTUAL MODEL

CUSTOMER BENEFIT CONCEPT: Assurance of Best treatment, Cure, Reliability on the brand of Apollo. SERVICE CONCEPT: Medical Care. SERVICE OFFERED: Specialized in Heart Problems, Knee & Hip replacement surgery, All medical Treatments. SERVICE FORM: Online Medical Service, More than 53 branches across the country, Apollo 24 hours pharmacy, Ambulance. SERVICE DELIVERY: Ambulance services, Nurses & Doctors, Brothers & Sisters.

PRICE

The hospital is priced premium and it can afford to do the same because of its positioning and

its assurance as well as the reliability on the brand of Apollo hospitals. It also helps that there are so many locations and specialties in Apollo hospitals. Thus a patient is reassured of his well being.

PHYSICAL EVIDENCE

PERIPHERAL EVIDENCE: Membership cards Health check up Packages. Test Reports Doctors Prescription ESSENTIAL EVIDENCE: Ambiance Apollo Hospital has been know for its quality health care services, at much affordable price. Provides the services for all the ailments &diseases, assuring the healthy recovery with quality care from the staff.