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In the number UNO Race – ‘Trends in Vogue’*

CASE STUDY, MARKETING MANAGEMENT
ET Cases - GSMC, 15 Pages

Case Preview

In the Number UNO Race – ‘Trends in Vogue’

 

“We need to be the number one salon chain in the country” – Ranganathan’s (the founding Chairman, CavinKare Group) statement seemed to follow Chackochen  Mathai (Chackochen), GM, Business Development, ‘Trends In Vogue’ Pvt. Ltd. He was very sure that Ranganathan expected actionable data before the next meeting to meet this goal. Chackochen had scheduled a meeting with his core team of five and they had discussed and reached a consensus regarding the material needed  before the next meeting. They had to work on the material furnished by the customer insights group along with Human resources and Finance department to understand the customer decision process behind salon usage, the employee problems and the financial implications to draw up the action plan for the race to be number one.

Beauty Salon Business in India

Beauty care industry is flourishing industry in India with a growing number of beauty conscious women and their demand for variety of services catering to the importance and growth of this industry (Annexure I). Thousands of beauty care services providers have sprung up all over the country decade (2000-2010)1 2 as the significance of being beautiful is increasing. At the social level, physical beauty is an advantage, as being beautiful gives a person much more confidence.3 ....................

Teaching Note Preview

In the Number UNO Race – ‘Trends in Vogue’

 

Synopsis

‘Trends In Vogue’, which was started in the year 2000 by C K Raganathan, the founding Chairman, CavinKare to cater to personal grooming needs, was able to carve out a space for itself in the unisex family salon space. It was one among the ten best salons in India. Ranganathan has initiated the drive to make ‘Trends In Vogue’ Salon Chain, which has two brands – Green Trends and Limelite, the number one salon chain in India. The case traces the GM-Business Development of ‘Trends In Vogue’ edeavour to arm himself and his team with actionable data which can be the catalyst for the ‘Ashvamedha’ or the conquer envisioned by the founder.

The case initially traces the beauty salon business and its evolution in India and narrows down to the growth of ‘Trends In Vogue’ over the years. It also speaks about the franchisee model of ‘Trends In Vogue’ which has been the vehicle for its major growth. But the dynamics of which might have to be rethought to take the growth further in a highly competitive space.

The team also collects data about the competition, customers, customer choice tactics, satisfaction levels, and influencers who influence the customer.

In order to go comprehensively they also draw upon information from the human resources department and also finance department. With these information in hand, GM-Business Development and team is drawing up their action plan to move forward.

Marketing

Learning Objectives

  • • To identify the major customer segments for Unisex Beauty Salons.
  • • To identify the requirements of various customer segments and identification of the target group.
  • • To familiarise students regarding the customer Choice tactics and Social Influencers.

 

Target Audience & Use of the Case

The case can be used in postgraduate management courses or executive programs to bring forth the concepts of Segmentation, Targeting and Positioning. It can also be used in Consumer Behavior sessions to highlight the consumer decision making process – choice tactics and Influencers on the decision process. This can also be used to discuss satisfaction and dissatisfaction paradigm. No prior course work regarding the subjects is necessary to appreciate the key concept discussed in this case. The board plan (marketing) for the case is provided in Exhibit (TN)-I. Case questions may be handed over to the students/participants in advance so that the class discussion can be guided through the questions and taken forward through the qualitative and quantitative data given in the case.

Assignment Questions & Teaching Plan

The following questions are suggested for a 90 minute class

  • 1. What was the process of evolution of the professional grooming scenario in India? Where does it stand now? Who are the major players? (25 minutes)
  • 2. Whom does a beauty salon typically target? Which alternate segments should they consider for market expansion? (30minutes)
  • 3. .........................

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Abstract

'Trends In Vogue', which was started in the year 2000 by C K Raganathan, the founding Chairman, CavinKare to cater to personal grooming needs, was able to carve out a space for itself in the unisex family salon space. It was one among the top ten salons in India. Ranganathan has initiated the drive to make 'Trends In Vogue' Salon Chain, which has two brands - Green Trends and Limelite, the number one salon chain in India. The case traces the GM-Business Development of 'Trends In Vogue' edeavour to arm himself and his team with actionable data which can be the catalyst for the 'Ashvamedha' or the conquer envisioned by the founder.



Pedagogical Objectives
Marketing-

  • To identify the major customer segments for Unisex Beauty Salons
  • To identify the requirements of various customer segments and identification of the target group
  • To familiarise students regarding the customer Choice tactics and Social Influencers
Human Resources-
  • To identify the difference between a service industry work force and a product industry work force
  • To identify the factors to be considered when evaluating prospective employees for a service industry
  • To familiarise students regarding the guidelines for establishing good employee relations
Finance-
  • To give the overall picture of how a Break Even Analysis is done
  • To work out the working capacity, total capacity investment and cost of production for a new venture
  • To familiarise students regarding the turnover per annum, profit and rate of return

Case Positioning and Setting
Marketing – The case can be used in postgraduate management courses or executive programs to bring forth the concepts of Segmentation, Targeting and Positioning. It can also be used in Consumer Behavior sessions to highlight the consumer decision making process – choice tactics and Influencers on the decision process. This can also be used to discuss satisfaction dissatisfaction paradigm.

Human Resources – The case can be used in postgraduate management courses or executive programs to bring forth the concepts of difference between a service industry work force and product industry work force. It can also be used to bring forth the factors to be considered in recruiting and retaining a service work force.

Finance – The case can be used in postgraduate management courses or executive programs to bring forth the concepts of working capacity, cost of production, turnover, profit, rate of return and Break even Analysis.


* GSMC 2016, IIM Raipur

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- Teaching Note (**ONLY for Academicians)
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