Marketing Dịch vụ _Marketing Services (30SHINE)

Marketing Dịch vụ _Marketing Services (30SHINE) Phân tích thực trạng hoạt động marketing mix tại 30SHINE. Phân tích 7P của 30SHINE Muc lục I. GIỚI THIỆU 1 1.1 Nhiệm vụ 1 1.2 Tầm nhìn 2 1.3 Giá trị cốt lõi 2 II. PHÂN TÍCH THỊ TRƯỜNG ĐỐI THỦ CẠNH TRANH 3 2.1 Môi trường vĩ mô 3 2.2 Môi trường vi mô 5 2.3 Thi đấu 6 2.4 SWOT 7 III. PHÂN TÍCH KHÁCH HÀNG MỤC TIÊU ĐỊNH VỊ CHIẾN LƯỢC 8 3.1 Phân đoạn 8 3.2 Đối tượng tiêu dùng 9 3.3 Định vị 10 IV. TIẾP THỊ HỖN HỢP 11 4.1. sản phẩm 11 4.2 Giá 16 4.3 Vị trí 20 4.4 Khuyến mãi 24 4,5 Người 44 4.6 Quy trình 48 4.7 Bằng chứng vật chất 51 V. ĐÁNH GIÁ KIẾN NGHỊ 60 5.1 Đánh giá 60 5.2 Khuyến nghị 64 KẾT LUẬN 68 TÀI LIỆU THAM KHẢO 70

MINISTRY OF FINANCE UNIVERSITY OF FINANCE - MARKETING Class : 2021702052701 FINAL EXAM SUBJECT: MARKETING SERVICES ANALYZE MARKETING MIX 7P’S STRATEGY OF 30SHINE HAIRSALON Lecturer: Ninh Duc Cuc Nhat Ho Chi Minh City - 2021 I MINISTRY OF FINANCE UNIVERSITY OF FINANCE - MARKETING Class: 2021702052701 FINAL EXAM SUBJECT: MARKETING SERVICES ANALYZE MARKETING MIX 7P’S STRATEGY OF 30SHINE HAIRSALON Lecturer: Ninh Duc Cuc Nhat Leader: Diep Vo Anh Thu Ho Chi Minh City - 2021 i GROUP MEMBERS NO Full name ID Phone Member’s group number work assessment Nguyễn Ngọc Quỳnh Anh 1921005355 0981221202 100% Lê Hà Phương 1921001375 0767594071 100% Nguyễn Hồng Thảo 1921001341 0962269227 100% Diệp Võ Anh Thư 1921001343 0927511229 100% Đoàn Diệu Thảo Tiên 1921001329 0352634535 100% Phạm Minh Thy Trúc 1921005739 0938860329 100% I EVALUATION OF LECTURER ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… II CONTENTS I INTRODUCTION 1.1 Mission 1.2 Vision 1.3 Core Value II MARKET & COMPETITORS ANALYSIS 2.1 Macro Environment 2.2 Micro Enviroment 2.3 Competitions 2.4 SWOT III TARGET CUSTOMERS ANALYSIS & POSITIONING STRATEGY 3.1 Segmentation 3.2 Target consumers 3.3 Positioning 10 IV MARKETING MIX 11 4.1 Product 11 4.2 Price 16 4.3 Place 20 4.4 Promotion 24 4.5 People 44 4.6 Process 48 4.7 Physical Evidence 51 V EVALUATION & RECOMMENDATION 60 5.1 Evaluation 60 5.2 Recommendation 64 CONCLUSION 68 REFERENCES 70 III I INTRODUCTION 30Shine, which was established in May 2015, is the most classy hair salon chain in Vietnam The modern men's haircut experience is not only about "cutting it short" but also enjoying the overall service for a shining handsome appearance and a refreshing spirit 30shines offers professional hair and face products and treatments, all wrapped up in a 30-minute scientific process at an incredibly affordable price Customers who come to 30 Shines get a unique haircut experience that they won't find anywhere else Users may possess the hair of top stars David Beckham and Cristiano Ronaldo for only 80,000VND, as well as receive a hair wash, acupressure massage, and high-tech face care from top stylists who will consult and develop the most appropriate hairdo 30Shine is the only place in Vietnam that provides a relaxing experience that allows you to alleviate tension and look good when you leave 30Shine’s slogan: "Relax 30 mins and you will shine" Customers perceive the brand's promise, and internal efforts are made every day to deliver that promise, which is also 30Shine's mission Figure 1.1: Logo and slogan of 30SHINE 1.1 Mission 30Shine believes and strives everyday to connect the skillful Vietnamese craftsmen with scientific technology in 30 minutes that they bring handsome hairstyles to global men Moreover, 30Shine helps men have healthy skin to attract ladies; Relaxing spirit to break through at work 1.2 Vision In 2020, reaching the scale of 300 salons in Vietnam and reaching out globally Participating in a number of other service industries that use many skillful Vietnamese workers 1.3 Core Value  30Shine’s employees own core values: - Being honest means thinking, speaking, and acting in the same way, as opposed to being dishonest At 30Shine, lying about money, time, or information is prohibited 30Shine will use all of its abilities and resources to identify and punish any types of deception, including enlisting the help of the authorities where necessary - The desire to learn is not to stop, to use our own time and effort to find out any problems that we are still wondering, not knowing The inquisitiveness also helps to never fall back from the continuous development of society - Service is Happiness that is always in a ready position, happy emotional state, excited with the best spirit and attitude when serving each customer II MARKET & COMPETITORS ANALYSIS 2.1 Macro Environment  Demographic Environment According to Coresight Research, the Asia Pacific market is one of the regions where men groom and use cosmetic products the most About 32,850,534 men out of the total population of about 98.187,140 people in Vietnam in 2021 The male population 15-65 years old accounts for about 33.45% of the total population  Huge market potential, large customers  Businesses easily make profits  Economic environment According to CNBC, men around the globe have begun to pay attention to beauty in many different shapes and ways According to Allied Market Research, the men's personal care industry is predicted to reach $166 billion by 2022 Last year alone, men's skin care products saw sales skyrocket more than 7% and with a portfolio now worth $122 million, according to market researcher NPD Group According to the Vietnam Business Council for Sustainable Development (VBCSD), the GDP growth rate is 6-8%/year, the per capita income increases by 14.2%/year, combined with the trend of caring for people Taking care of beauty, refining the appearance of Vietnamese people makes the demand for beauty care services for both men and women always keep a high growth rate Vietnam's GDP in 2020 will increase by 2.91%, although this is the lowest growth rate of the years in the period 2011-2020, but in the context of complicated developments of the Covid19 epidemic, negatively affecting all economic sectors For society, this is a great success for Vietnam with the growth rate in 2020 among the highest in the world In the general growth of the whole economy, the service sector increased by 2.34% The prolonged global Covid-19 pandemic will be the greatest risk; global trade tensions, leading to increased trade protectionism and financial risks that could be exacerbated by a prolonged pandemic Domestic consumption will continue to be low as household and business incomes decline, unemployment rises and more businesses close  The target market has a lot of potential Willing to spend money to invest in body care services, especially beauty But besides that, we have to face the great impact of the covid pandemic  Technological Environment The research and development of technology for enterprises in the 4.0 industrial era is being promoted rapidly The hair industry, if 5-10 years ago, was associated with sidewalks, tree stumps and pure barbers, now it has been upgraded to a clean and beautiful hair salon chain, the service is made according to standards, along with many 4.0 technologies to help control and operate more efficiently In addition, advanced technology Augmented Reality (augmented reality) is added to the process, to help customers choose the right hairstyle before cutting  Create unlimited innovation opportunities for the service industry in general and men's haircuts in particular  Political Legal Environment - Vietnam currently has a stable political background - The government has well-implemented security - investment - economic policies  The country is stable, the internal peace of Vietnam creates an opportunity for businesses  Social-Cultural Environment Vietnamese people are increasingly improving and developing towards modernization, acquiring education, learning new cultures, and trending In particular, men aged 15-65 are very concerned about their own appearance, especially hair because it grows very quickly, so the demand for convenient - fast - quality haircuts is very high  Strong development potential of the hair cutting service industry in Vietnam Therefore, the 30Shine men's haircut chain will very well meet the tastes of today's consumers 2.2 Micro Enviroment  Customers - Men's beauty trends are increasing - In 2018, 30Shine served more than million visitors In the first half of 2019, this number stood at 1.5 million - Within months since the plan to roll out the membership card, 30Shine had about 370,000 members - Notably, the average rate of customers returning to the salon is nearly 80% Even at some branches of 30Shine, the rate of returning customers is up to 90%  Suppliers - Some brands provide products for 30Shine to ensure quality, genuine products: + Snp Acsys For Men + Nshine + Glanzen + Skin&Dr + Reuzel + The Plant Base - More than 200 consumer goods and more than 100 specialized products for hair care, skin care, underwear products, men's socks… All products supplied under the brands leading many people love to use and are guaranteed to adapt well to the people of Vietnam, without any side effects or affect health in the long-term use  Publics - On the men's haircut market in Vietnam today, 30shine is an extremely famous and familiar name - By applying technology to its management process, 30Shine appears in the minds of customers as a large and extremely professional brand Figure 4.48: The design of the barbershop space and the waiting space Signs, Symbols, and Artifacts - Signage: The major color tones are white and black, and the design is elegant Figure 4.49: Signage of 30Shine - Signboard: has an elegant and simple design includes the brand name, slogan and branch address When it is dark, the signboard are equipped eye-catching LED lights 57 Figure 4.50: Signboard of 30Shine  30Shine makes an impression on customers by using basic black and white symbols, styles, and colors that appeal to its target customers which those are males Personal Artifacts - Staff uniform: white shirt with trousers (for men), white shirt with black skirt (for women), simple and polite attire 30Shine's uniform is simple, in keeping with the brand's color (black and white) Figure 4.51: staff uniform of 30Shine Style of decor 30Shine's design featuring a generous faỗade has strong embodiment of masculine essence for men The geometric lines are arranged scientifically 58 The waiting area here is designed in a European style that makes many people think of the famous Starbucks coffee shop chain Figure 4.52: Style of decor of 30Shine  30Shine has done well in the design stage, helping customers not only feel comfortable but also true to the brand's positioning as a professional in the field of hairstyling This design is also appropriate for a basic yet luxury of men's style 59 V EVALUATION & RECOMMENDATION 5.1 Evaluation 5.1.1 Product 30Shine puts a great effort to diversify its core products and upplementary services as much as possible, they not only provide hair care services 5.1.2 Price 30Shine's pricing strategies are currently quite good, but in order to develop more in the future, 30Shine must have pricing policies that are consistent with service quality, in addition, there are currently some people say that 30Shine hair care products are selling at a higher price than the quality, 30Shine should review and change the price 5.1.3 Place - Short, direct distribution channels The form of customers to the point of service - Having a wide coverage of salons in potential big cities across the country 30Shine's hair salons are all located in prime locations, with large facades, convenient for choosing salons for guests - 30Shine's distribution channel has no intermediaries 5.1.4 Promotion Personal Communications - Selling: Selling hair care products right at the salon is no longer a new tactic in the market today Most men's hair salons, apart from functions such as cutting, washing, etc., also sell products such as hair dyes, hair waxes, etc to promote their brands and indirectly attract new customers However, to it professionally as in the marketing strategy of 30Shine, not all companies can it In addition to promoting the brand, 30Shine's personal selling strategy also helps to increase sales Customers will feel the thoughtfulness of the brand, thereby being satisfied with the service and spending more money 60 - Customer Service: 30Shine dares to offer these warranties regardless of profit or loss, because 30Shine is confident in the workmanship of well-trained stylists and will surely satisfy customers The important thing, 30Shine always aims at the most perfect services for men - Training: Customers can feel that the stylists here always have a warm attitude, politeness, courtesy and professional service to every little detail Therefore, 30Shine is gaining more and more customers' hearts - WOM: 30Shine uses satisfied customers who have experienced the service at the salon to attract new customers In fact, 30Shine has built a successful brand image by relying on the WOM of their satisfied customers Advertising - Print: 30Shine always knows how to take advantage of the space of the salon so that customers always see images of 30Shine - Internet: 30Shine's advertising strategy is extremely good It can be said that 30Shine has huge coverage when it is available on all major platforms on the Internet All information, images, videos, about 30Shine are updated anytime, anywhere on the Internet People can easily come across the 30Shine brand Therefore, 30Shine is very successful in building brand awareness, even women know about this famous men's haircut chain - KOLs: Using KOLs to promote the brand is one of 30Shine's excellent marketing strategies The trend of advertising thanks to Kols is really thriving and widely used in Vietnam It is the perfect combination of online marketing and real-life celebrity experiences The Kols show stronger communication effectiveness, wider spread of 30Shine brand as well as services that will reach customers closer and more Sales Promotion - Coupon: 30Shine makes customers feel that they are benefiting more than they have spent, so they promote the service in the next payment with TopUp card - Gifts: Giving useful gifts to men is also a way to encourage them to use the service, and at the same time, promote the products at 30Shine Store 61 - Prize promotion: 30Shine captures times of the year such as holidays and trends to offer promotions Thanks to that, 30Shine always attracts many men Publicity & Public Relations - Press releases: Newspaper articles have stated the advantages of 30Shine intelligently and subtly The fact that 30Shine is regularly updated by newspapers in a natural way, without being exposed or annoying to readers In addition, this creates a feeling of trust for customers when 30Shine always receives the attention of the press and the public - Sponsorship This sponsorship has helped the 30Shine brand increase brand awareness for both existing and potential customers 30Shine had the opportunity to meet and cooperate with another business in the field to benefit each other This is a simple but extremely effective way to this because those events, clips always attract great attention from netizens The appearance of 30Shine is also quite suitable for the script, not showing off or causing discomfort to viewers With just a clip of a few short minutes, 30Shine has almost "showed off" all of its services - Special event: These events show that 30Shine takes customer care as the guideline in all activities 30Shine believes that listening to customers is the core factor to be able to meet the increasing demand and bring the best experiences to male customers As a firm bridge, 30Shine desires to listen to many comments from customers to objectively understand and increasingly improve service quality even further Instructional Materials - Website: 30Shine builds its own professional website All services and products that 30Shine provides are transparent information on the website Customers will be really convinced with the visual and vivid introduction on the website, through clear images and information The website helps 30Shine promote customer booking activities anytime, anywhere without the need for human control In addition, memorable Web address https://30shine.com/ helps attract visitors to the site - Video audiocassettes: Specific and detailed video tutorials to help men grasp easily The use of instructional materials can greatly reduce the number of times that need to be explained directly 62 orally, which can be reviewed many times Thereby creating convenience for customers and efficient customer service process of 30Shine Corporate Design 30Shine has been good at synchronously designing the entire system for each salon, each interior decoration, and the logo according to the characteristics of 30Shine This also contributes to the success of the marketing communications mix Process: 30Shine integrates technology in the service process to shorten waiting time at the salon, arrange the most convenient schedule for customers and help the salon have the most optimal number of guests in all time periods of the day A clear process from booking an appointment until the customer completes the service at the salon and comes back next time 30Shine is also very interested in the comfort and convenience of customers to have the best service experience at the salon Process refinement and improvement to help 30Shine reduce costs and maximize profits 30Shine has a professional operating process that helps 30Shine save management costs, improve brand value, and build trust in the eyes of customers Customers even recommend 30Shine's services to more people People 30Shine should be more strict in recruiting personnel to avoid discrediting the brand that has been built for so long Physical Evidence a Ambient Conditions - Lighting and color schemes, temperature, noise, the atmosphere in the store, scent: 30Shine creates the most comfortable space possible for customers to come to stores that they can feel most satisfied This is a benefit that not all other hair salons have, and it helps 30Shine gain client affection 63 - Music: Buying the digital music rights not only shows that 30Shine fully satisfies its customers, but also proves that 30Shine always respects artists' works and appreciates their hard work 30Shine is a rare retail chain that seriously implements digital copyright Returning the rights and property to the author can help author be respected, have a better life It also help them focus on recreating creativity, producing many quality works, serving value for the society Besides that, 30Shine provides customers the most meaningful spiritual b Space Layout - Equipment: + Parking lot: 30Shine pays attention in the customers parking area, but in general, the parking lot is quite small, not enough to meet the number of vehicles at peak hours In general, 30Shine provides a full range of modern and advanced equipment to help customers feel convenient and satisfied when coming to the hair salon + Furnishings: The spacious room make the atmosphere at 30Shine relax which is not stuffy like other popular barbershops It offers clients a pleasant environment In addition, the design at 30Shine salons is also a highlight to help customers have a deep impression with the brand + Functionality: The layout and organization of equipment aid in the smooth and effective operation of 30Shine salons, as well as helping consumers experience the professionalism of these salons when they visit - Signs, Symbols, and Artifacts + Signage: 30Shine makes an impression on customers by using basic black and white symbols, styles, and colors that appeal to its target customers which those are males + Personal Artifacts: 30Shine's uniform is simple, in keeping with the brand's color (black and white) + Style of decor: 30Shine has done well in the design stage, helping customers not only feel comfortable but also true to the brand's positioning as a professional in the field of hairstyling This design is also appropriate for a basic yet luxury of men's style 5.2 Recommendation 5.2.1 Product 64 From the decision to diversify products and services, 30Shine can implement the growth strategy by orienting the development and improvement of products and services The improvements 30Shine can are: Improve the features of existing products and services For example: Adding service to raise hair tone, straighten hair, Increase customer satisfaction when experiencing the service Example: Resolve customer inquiries and complaints clearly and quickly, synchronize service quality and staff training in all branches Improve tangible factors such as quality of facilities Example: Arrange a phone charger available for customers to use 5.2.2 Price 30Shine should have more suitable pricing policies with better service quality, in addition, there should be more good price combos for students so that they can experience 30Shine's services => elp 30Shine increase the number of customers 5.2.3 Place (Distribution) System of many establishments: Hanoi, Ho Chi Minh City; Ho Chi Minh and many other provinces In Ho Chi Minh City, the Salon system is not evenly distributed, some districts have 1,2 Salon, some districts have 4.5 Salon, some districts not have any Salon (District 8, District 3) 5.2.4 Promotion Website: With its own website, 30Shine can take advantage of other traffic sources to increase traffic to the web, which are mainly sources from natural search - SEO 30Shine can buy top rankings in the display of search results When combining traffic sources and websites, businesses will attract more customers to the website and optimize sales activities here Owning an impressive and outstanding website, 30Shine has become more reliable and prestigious in the hearts of the public This is also a way for 30Shine to affirm its value and professionalism 65 5.2.5 Process The process is synchronous and quite accurate, creating satisfaction with customers from the moment they step into the Salon Limit the wait to use the service of customers 30Shine does not have an appointment reminder step for customers to let customers remember the scheduled appointment 5.2.6 Physical Evidence - Parking lot: 30Shine should expand the parking lot available to consumers at peak hours, paying special attention to customers using cars 30Shine may partner with a parking area near its stores to make consumers feel more at ease and convenience when they visit - Information system: 30Shine which owns an unstable data storage system has many infrastructure problems, and consumes a lot of repair and warranty costs 30Shine also does not have a data backup and restore mechanism, and didn’t built a security mechanism If all data on the process and working efficiency of employees are hacked, the system will have difficulty in assessing human resources and allocating salaries accurately  Therefore, 30Shine requires a system that enhances security rights, decentralizes employee rights, and implements sophisticated management and security modes Using cloud computing technology to manage data such as customer, employee information, etc will help the system achieve high stability and automatically expand during peak hours, ready to receive a large number of customers from the expanded network of stores The system is secure, and the data is properly backed up The system is guaranteed that is always ready to use and can be restored in an unexpected event - Expanding store: 30Shine is being expanded and has many branches which may lead to a situation that the quality of service is not equal at different branches 30Shine needs to equip all of its outlets around the country with the same equipment and tools in order to solve this problem To maintain the quality of service, it is important to have a team that can rapidly identify and fix the equipment of stores across the country 5.2.7 People 66 - Check the store regularly to evaluate the working and service attitude of the staff - Building a multi-dimensional communication channel between businesses, employees and customers - Organize skill tests as well as industry knowledge - Organize training sessions to send an employee with excellent achievements abroad for training and then re-train the others 67 CONCLUSION 30Shine is the largest male hair salon chain in Vietnam, with more than 50 branches across the country, serving more than 250,000 customers nationwide every day 30Shine, which opened in May 2015, provides a modern men's haircut experience that includes not only "cutting short," but also total service for a gleaming handsome appearance and a revitalized spirit Professional hair and facial care products and services - encapsulated in a 30-minute scientific process with extremely reasonable prices 30Shine used concentrated marketing, focus on target group with these characteristics - Gender: male - Age: 14 -24 - Income: Low - Middle - Characteristics + Fashionable, stylish + Neat and good looking + Likes new experiences, requires attentive service 30Shine chooses to position the brand with a stable price but ensure the best service The report analyzes 30Shine's service marketing strategies through 7Ps include: Product, Place, Price, Price, Promotion, Processes, Physical evidence, People - Product: 30Shine tries to diversify its core products and supplementary services as much as possible, they not only provide hair care services - Place: The distribution channel in 30Shine's service is a direct-distribution channel at the enterprise The customer goes to 30Shine's service organization - Price: 30Shine has a mid-range price and use two pricing strategies are Psychology Pricing and Bundle Pricing - Promotion: 30Shine promote promotion by various channels: Personal Communications, Advertising, Sales Promotion, Publicity & Public Relations, … 68 - Processes: 30Shine invests in customer process and employees process, thereby developing Blueprint in the best way - Physical evidence: 30Shine is designed in European style with spacious space, creating a quiet and cozy feeling - People: 30Shine focuses on training employees according to a practical roadmap, recruitment standards, and salary policies, thereby creating a platform to serve customers better From the above analysis, the team made individual recommendations for 30Shine to improve service quality as well as other factors to make the men's haircut brand popular nationally and internationally 69 REFERENCES Christopher Lovelock & Jochen Wirtz – Services Marketing (People, Technology, Strategy) Seventh Edition 70 71