Service Marketing Assignment: Submitted by Zain Raza (M19107)

Service Marketing
Assignment
Submitted by Zain Raza (M19107)
About Kaya Skin Clinic
• Kaya Skin Care Clinic is a network of clinics which are a completely owned subsidiary
of Marico which takes care of skin care needs and addresses skin problems of
customers
• Marico is one of India’s top companies that sells multiple categories of products in
the consumer goods headquartered in Mumbai, India
• Kaya also has a number of off the shelf products that address various common skin
problems across 13 skin and hair care domains
• Kaya works on the understanding that since each individual skin different from
others, everyone needs a certain level of customized skin care
• Kaya Skin Care Clinic has a network of clinic primarily in tier 1 cities and metros in
India and the Middle East with qualified dermatologists and skin care experts to
provide consultation and treatment for skin problems
SWOT Analysis
• Strengths:
• Customized skincare: it is probably the only clinic which offers personalized solutions and expert advice for skin care
problems of customers
• High trust and goodwill from customers
• Backing of Marico
• team of 130 dermatologists and skin care
• Weaknesses
• Inability to keep up the profits
• High cost of operations
• Opportunities
• Customers nowadays are more aware
• Customers are also more likely to spend on skincare
• Threats
• The primary challenge for Kaya Skin Care Clinic are competitors like Lakme salon, YLG, Naturals and Affinity Salon
• There are minimal or no barriers to entry into the beauty industry and even small salons are able to build a captive market
7P of Kaya Skin Clinic
Attribute Description
Product • Kaya Skin Clinic provides customized skin care solutions
• It recognizes that each individual is different and requires specialized care
• It provides all solutions under one roof- Diagnosis to treatment
Price • Kaya Skin Clinic has a value-based pricing
• It is generally considered high but provides better value for money
Place • The service of Kaya benefits from having the backing of Marico which has an established distribution
• It is placed as a luxury skincare or salon outlet
Promotion • Kaya uses a multi-channel promotion strategy
• It promotes across print media, social media, banners etc.
People • Employees are a key component of Kaya’s strategy as a medical backed skin clinic
• It has dermatologists, skincare specialists, researchers in its team to provide the best care to the client
Process • Kaya has standardized its processes to ensure uniformity in its multiple stores
Physical Evidence • As a physical evidence, Kaya has also ventured into its own skincare products which it pitches to customers using
the service
• The employees are also in uniform provided by the company to establish consistency
4I and 3R of Kaya Skin Clinic
• Intangibility • Reliability
• The primary service provided by Kaya is skincare • Kaya skin clinic is one of the most reliable skincare
and dermatology consulting solutions provided thanks to its skilled team
• In order to introduce some tangible benefits • The company also enjoys a backing of Marico,
Kaya has also launched some of its own products
which itself is a widely reliable brand
• Inconsistency
• Kaya clinics are spread across India and UAE, • Responsiveness
there may be some inconsistency in quality of • Kaya has a dedicated service desk employee at
service each of its store to ensure proper responsiveness
• To combat this Kaya hires the best staff and
ensures proper standard training • Kaya also connects with their regular customers
to take update
• Inseparability
• Kaya has managed to become synonymous with • Respect
quality skincare
• Kaya is famous for its customer service and
• Inventory pampering
• Inventory is different for Kaya, as here it has to • It often provides complimentary services which is
do more with the service provider as well as
with the products used by the server
to cross-sell other services provided by them
Moments of Truth
• The first moment of truth for Kaya Skin Clinic is the reservation process, it has
customer service representatives that take bookings and schedule appointments
• Diagnosis of the skin conditions by the dermatologists is a critical moment of
truth. The diagnosis needs to be accurate.
• The procedure to be performed on the client also creates a lasting impact on the
client. The server should be polite and gentle.
• The billing process needs to be painless; Kaya offers multiple avenues to make
payment
• Post service at Kaya is a key aspect to ensure customer satisfaction. Kaya
regularly gets in touch with their customers for updates and recommendations
Gap Model Analysis & Suggestions
• Knowledge Gap
• Kaya has not been able to wholly distinguish itself from competition like Lakme Salon, Loreal
Salon. It should spread awareness about its dermatology background to create higher value
• Kaya also should leverage the brand equity of Marico to create more trust
• Policy Gap
• Since Kaya is a franchisee model run across the country, it should enforce country wide
standards more efficiently
• It can do this by proper training, remuneration, and manageable targets
• Delivery Gap
• Kaya has a delivery gap of not having enough outlets across the nation
• It only has a tier-1 presence, which is also limited. A deeper penetration may help bring new
customers
Thank You!

Service Marketing Assignment: Submitted by Zain Raza (M19107)

Uploaded by

Copyright:

Available Formats

Service Marketing Assignment: Submitted by Zain Raza (M19107)

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Service Marketing Assignment: Submitted by Zain Raza (M19107)

Uploaded by

Copyright:

Available Formats

Service Marketing

You might also like