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ACASE

of

Mobile Hair Dresser

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Introduction

Mr. Shettystarted the concept dial a barber

a premium saloon with all the frills in

a city ( city could be your choice)

The Mobile saloon: A Tempo traveller were

reconverted in to luxury saloon. With air-

conditioners, loft tanks, spick & span interiors

and quality of cosmetics.

barbers happen also to be drivers,dressed in neat white apparel.

Nine employees:

7 Barbers,

1 Receptionist Ms Kothari,

1 Manager Mr. Murli

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ContThe barber were recruited from good saloons in the city. Their

compensation package is (50:50), fixed and variable + Tips fromcustomer.

Target CustomerSoftware professionals.Young urban executives.Residing in posh areas of the selected City.

Operation areaSelect 5 to 6 operation areas according to your City

Operation timeEarly morning 6 a.m. to 9:30 p.m. at night. ( Except Monday)Break from 11 a.m. to 4 p.m.

Advertising of Mobile Hair Dresser

Print advertisement through pamphlets.

Moving advertisement on Mobile vans.

Word of mouth ad.

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Other alternatives for advertisement

Local cable advertisement.

Local newspaper. Inserts in Sunday newspaper.

Hoardings.

Number of vans:

7 Tempo travellers

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Services Rate(Rs.)

Hair cut 100

Hair styling & cut 200

Shave 75

Facial 150

Hair Dying 200

Pricing policy

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Revenues from services

55%20%

10%

8% 7%Hair cut

ShaveFacial

Styling

Dying

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Day wise demand

DAYS AVERAGE CALLS

Tuesday 65

Wednesday 70

Thursday 70

Friday 75

Saturday 110

Sunday 140

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Service Time taken(Min.)

Hair cut 20

Shave 10

Facial 60

Styling 20

Dying 40

Time taken for each operation

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Line of interaction

Line of visibility

Line of internal interaction

PHYSICAL

EVIDENCE

CUSTOMER

ACTIONS

ON STAGECONTACT

PERSON

BACKSTAGECONTECTPERSON

SUPPORTPROCESSES

Phone call to

forservice

Greet & takeOrder

Good voice

of receiver

Van comes at

Customer point

Welcomed byBarber

Registration &Enter data incomputer

Well dressed

AC, Quality

Cosmetics,cleanliness

Operations of

Demandedservices

Neat & clean

Apron, towel,

Good smile &

Sheer service

Paying money

Tips

Departure of

Van

Customizedservice

Thanks tocustomer

Finishing ofdemandedservice,Change ofmoney

Out look ofvan, PrintedAdvertisement on van

Facilities at van, ACs,Water tank Cosmetics,Towels, Aprons, Tools.

Service Blueprint of Mobile Hair Dresser

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Development Cycle of Mobile Hair Dresser

Service design

and testing

Process and system

design and testing

Marketing program

design and testing

Personnel training

Service testing and

pilot run

Test marketing

People

Technology Systems

Product(Service)

Full Launch Development

Design AnalysisTools

Enablers

Considerations in area

objective / strategy

Idea generation:

Reach to customerin 30 min.

Concept

development and

testing

Behavior analysis

Measurement of

satisfaction

Research

Full-scale launch

Post-launch

review

Mobile van Telephoniccommunication

IT

Professionals

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Current issues

How to service the customers in time.

Time delay to reach at customer destination.

Refusal of order due to shortage of vans at holidays.

Consumptions of more time in to some services like Facial

Only one customer being served at a time.

Some time loyal customers have to wait for long time or

refused order

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Answer the following

Select a particular brand name forthe Mobile Hair Dresser

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Answer the following

Design the exteriors of the Van forWOM publicity and visibility in thecity. ( emphasize on the colour

scheme, textures and logo usedwhich creates awareness)

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What should the mobile hair dressers do to reduce thecustomer complaints?

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To meet customer complain solve the following:

1. Manage time by schedule.- Standardization in routing. (Area wise)

- Estimation of time by each destination.

- Prepare map of area and route.

- Calculation of cost of travel by each route & savings intime.

2. Training barbers for better time management.

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Should they go for the ladiesbeauty segment now or later?

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Suggest an appropriateFuture plan for the Mobile

Hair Dresser