final exam subject marketing services analyze marketing mix 7ps strategy of 30shine hairsalon

Even at somebranches 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 Me

MINISTRY OF FINANCE

UNIVERSITY OF FINANCE - MARKETING

Class : 2021702052701

FINAL EXAM

SUBJECT: MARKETING SERVICES

ANALYZE MARKETING MIX 7P’S STRATEGY OF 30SHINE HAIRSALON

Ho Chi Minh City - 2021

MINISTRY OF FINANCE

UNIVERSITY OF FINANCE - MARKETING

FINAL EXAM

SUBJECT: MARKETING SERVICES

ANALYZE MARKETING MIX 7P’S STRATEGY OF 30SHINE HAIRSALON

Ho Chi Minh City - 2021

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I INTRODUCTION

30Shine, which was established in May 2015, is the most classy hair salon chain inVietnam The modern men's haircut experience is not only about "cutting it short" but alsoenjoying the overall service for a shining handsome appearance and a refreshing spirit 30shinesoffers professional hair and face products and treatments, all wrapped up in a 30-minutescientific process at an incredibly affordable price

Customers who come to 30 Shines get a unique haircut experience that they won't findanywhere else Users may possess the hair of top stars David Beckham and Cristiano Ronaldofor only 80,000VND, as well as receive a hair wash, acupressure massage, and high-tech facecare from top stylists who will consult and develop the most appropriate hairdo 30Shine is theonly place in Vietnam that provides a relaxing experience that allows you to alleviate tension andlook good when you leave

30Shine’s slogan: "Relax 30 mins and you will shine" Customers perceive the brand'spromise, and internal efforts are made every day to deliver that promise, which is also 30Shine'smission.

Figure 1.1: Logo and slogan of 30SHINE

1.1 Mission

30Shine believes and strives everyday to connect the skillful Vietnamese craftsmen withscientific 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 3 core values:

- Being honest means thinking, speaking, and acting in the same way, as opposed to beingdishonest At 30Shine, lying about money, time, or information is prohibited 30Shine will use allof its abilities and resources to identify and punish any types of deception, including enlisting thehelp of the authorities where necessary

- The desire to learn is not to stop, to use our own time and effort to find out anyproblems that we are still wondering, not knowing The inquisitiveness also helps to never fallback from the continuous development of society

- Service is Happiness that is always in a ready position, happy emotional state, excitedwith the best spirit and attitude when serving each customer

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II MARKET & COMPETITORS ANALYSIS

 Businesses easily make profits.

 Economic environment

According to CNBC, men around the globe have begun to pay attention to beauty inmany different shapes and ways According to Allied Market Research, the men's personal careindustry is predicted to reach $166 billion by 2022 Last year alone, men's skin care products sawsales skyrocket more than 7% and with a portfolio now worth $122 million, according to marketresearcher NPD Group.

According to the Vietnam Business Council for Sustainable Development (VBCSD), theGDP growth rate is 6-8%/year, the per capita income increases by 14.2%/year, combined withthe trend of caring for people Taking care of beauty, refining the appearance of Vietnamesepeople makes the demand for beauty care services for both men and women always keep a highgrowth rate.

Vietnam's GDP in 2020 will increase by 2.91%, although this is the lowest growth rate ofthe years in the period 2011-2020, but in the context of complicated developments of the Covid-19 epidemic, negatively affecting all economic sectors For society, this is a great success forVietnam with the growth rate in 2020 among the highest in the world In the general growth ofthe 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 businessincomes decline, unemployment rises and more businesses close.

 The target market has a lot of potential Willing to spend money to invest in body careservices, especially beauty But besides that, we have to face the great impact of the covidpandemic.

 Create unlimited innovation opportunities for the service industry in general and men'shaircuts 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.

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 Strong development potential of the hair cutting service industry in Vietnam Therefore, the30Shine 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 2 million visitors In the first half of 2019, this numberstood at 1.5 million.

- Within 6 months since the plan to roll out the membership card, 30Shine had about 370,000members.

- Notably, the average rate of customers returning to the salon is nearly 80% Even at somebranches 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 peoplelove to use and are guaranteed to adapt well to the people of Vietnam, without any side effects oraffect health in the long-term use

 Publics

- On the men's haircut market in Vietnam today, 30shine is an extremely famous and familiarname.

- By applying technology to its management process, 30Shine appears in the minds of customersas a large and extremely professional brand.

- With any new activity, 30shine is quickly updated, promoted, and communicated to customersby newspapers and websites.

- 30Shine also appears in some of the videos of YouTube channels that are extremely interestedby men.

- 30Shine achieved huge brand awareness in the community.

similar services to 30Shine There are some direct competitors of formidable:

+ Liem Barber Shop is the first barber brand in Vietnam established in May 2015, with the

first store at 79 Nguyen Son Ha, District 3, Ho Chi Minh City Ho Chi Minh After 5 years, thisnumber has increased to 26 branches, stretching from North to South, especially the branch inSingapore, becoming a favorite place for men to come and define their style The price for basichair cutting service ranges from 80-120k

+ Tien Dat Hair Salon is one of the largest and most beautiful men's haircuts in Vietnam

with many years of experience in the field of men's hair Starting with the first facility in the city.In Ho Chi Minh City, after more than 20 years of operation in the male beauty market, Tien DatHair Salon now has 6 locations in both North and South Tien Dat Hair Salon with the slogan"Men's hair class” has partly expressed the affirmation of the brand and quality The price forbasic hair cutting service ranges from 50-70k.

+ 4RAU Barber Shop: is a pretty famous hair salon because of its good service, the price isquite good from 50-70K for a service, many branches for customer convenience, but 4RAU onlyfocuses on customers in Ho Chi Minh City, there are no branches outside HCMC 4RAU withthe slogan “LIFE IS NOT PERFECT BUT YOUR HAIR CAN BE” has partly expressed the6

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customer that when they come to 4RAU, their guaranteed hair can be finished according to thecustomer's opinion

- In addition, 30Shine also faces indirect competitors such as competing with the traditional

sidewalk haircut model, not to mention the sidewalk haircut is always much cheaper than aprofessional hair salon.

2.4 SWOT

- Currently, 30Shine is the largest male hair salonchain in Vietnam, with more than 50 branches acrossthe country, serving more than 250,000 customersnationwide every day.

- Applying mobile application and website toimprove service quality and reduce customer waitingtime is a prerequisite.

- Having branches in foreign markets such asThailand.

- Developing too fast causesshortcomings in employee training,employees' attitude to customers, causingdissatisfaction in customers.

- Difficult to synchronize service qualityin each store due to the large number ofstores.

- The Covid epidemic opens up opportunities to sellonline products such as hair care products, hairstyling, …

- Covid epidemic makes it difficult to dodirect business Social distancing forcedsome stores to close or reduce themajority of customers.

- Discount booking apps like Jamja,iSalon, etc compete directly with30Shine thanks to a variety of optionsand promotions.

III TARGET CUSTOMERS ANALYSIS & POSITIONING STRATEGY

3.1 Segmentation

Occupation Students Students, freelancers,KOLs, celebrities.

Freelancers, officeworkers,businessman.

Get a haircutbecause theirhair is long; like

short, simplehairstyles.

Enjoy experimentingwith many hairstylesand hair colors; moreinterested in facialcare; influenced byKOLs and celebrities.

Prefer to choosetheir favoritehairstyles; loyal to

familiar salons.

Behavioral Benefitssought

Neat and simplehairstyle; quick

and simplecutting process.

Find a stylish andsuitable hairstyle for

themselves; quickand simple cuttingprocess; a serviceinlcude hairdressing,

skincare andrelaxation.

Having their hair cutin their favoritehairstyles; quick and

simple cuttingprocess.

If in the old days, taking care of appearance was hardly the number one priority of men,they just thought that having a haircut was because it was long Besides, according to thedevelopment of society, many more spacious and well-equipped barbershops open, but men'shaircuts are just a need not to be sophisticated and neat, good-looking is enough But these thingsstill do not bring them a sense of satisfaction, sometimes the shop is too crowded, they must waita few hours to get their hair cut, both tired and time-consuming because they do not have anappointment.

In the Vietnamese market, the hair industry in Vietnam in general and the men's hairmarket are still simple and not very competitive Although this is a long-standing and essentialindustry, it has not been exploited by any professional unit in Vietnam As a result, 30Shine firstlaunched a chain of men's hair salons that changed men's beauty habits, capturing men's beautyneeds not only in terms of "cutting hair because it was long," but also in terms of "cutting hairbeautifully," combining facial and scalp care without the need to wait in line, ensuring men's carewhile still being quick and tidy Customers of all ages are welcome, but the target group that30Shine targets is in the second segment.

- Gender: male- Age: 14 -24

- Income: Low - Middle - Characteristics:

+ Men like trendy and stylish hairstyles but still ensure neatness.+ Men like to try new services.

+ Men like to try on a variety of hairstyles as well as hair colors.+Men looking for a place to get a haircut, get skincare, and relax.+ Men are highly demanding in beauty and service experience.

+ Men support brands that can convey Vietnamese values and culture.

 Concentrated marketing, focusing on men who interested in taking care of appearance but stillensure neatness and quickness.

3.3 Positioning

30Shine position the brand with a good price but guarantee the best service.

Figure 3.1 Brand positioning map based on price and service

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IV MARKETING MIX

4.1 Product

4.1.1 Core product

- 30Shine tries to diversify its core products as much as possible, they not only provide hair careservices such as cutting, styling, perming, dyeing, etc and beauty services such as facials such asbleaching dead, peel off acne, but also sell hair products such as hair conditioners, hairwax,

- Services at 30Shine include:

+ Shine combo 7: combo includes 7 steps including hair care and styling at the request ofadult customers.

+ Kid combo: a combo of cutting and hair care for customers who are children.

+ Curling: Including services: High-class curling, Standard curling, Deep curling, Premlock.+ Hair dyeing: Including the following services: Black with silver coating, High-class browndyeing, Fashion dyeing without bleaching, Fashion dyeing need bleaching.

+ Bleach hair+ Detox the scalp+ Restoration of hair+ Skin care mask+ Take earwax+ Exfoliate dead skin+ Get nose acne

4.1.2 Supplementary servicesInformation

Information about 30Shine can be easily found on social networks and search engines.The company provides complete information on website 30Shine.com, Facebook fanpage30Shine and 30Shine application Presenting here all 30Shine brands (introduction, vision, corevalues, ), their services, store addresses, hours of operation, prices, promotions,

- Up to 2020, the 30Shine men's hair salon chain has 79 salons in the most prime locations inHanoi and Ho Chi Minh City and neighboring provinces.

- Service hours: Monday to Sunday 8:30am - 8:30pm (including public holidays)- Price table:

Figure 4.1 Price services list of 30Shine.

Order taking is also the most special element of 30Shine because it is the firsthairdressing brand to develop the feature of ordering barbers, time and place of cutting forcustomers on its website, fanpage and mobile app This helps customers to be more proactive interms of time, they can come close to their cutting time and not be afraid of having to wait aslong as traditional barbershops.

- Instructions for booking an appointment on the 30Shine app:12

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+ Step 1: Download 30Shine application on Google Play or Appstore.+ Step 2: Enter your phone number.

+ Step 3: Choose the store closest to you.+ Step 4: Choose stylist and cutting time frame.+ Step 5: Complete the booking.

After completing the booking, there will be a confirmation message from the system sentto you You need to arrive on time or 5-10 minutes before the booking time, if it is more than 15minutes late, the booking will be cancelled.

Invoices for individual transactions: 30Shine's hairdressing services are diverse andintegrated into combos that include many steps when cutting, their customers can hardlyremember all the combos they cut Therefore, to create the most convenience for customers,30Shine issues an invoice right before the customer starts doing their hair so that when theycome in to see the barber, the guests just need to give the invoice containing information aboutthe combo they ordered , the barber will capture the information himself and do not need to askthe customer again.

If after doing the hair, the customer wants the warranty, they need to present the bill to30Shine.

+ Automatic deduction from financial deposits+ 30Shine TOP-UP card:

TOPUP 600 8 times use Shine combo for free

TOPUP 1000 13 times use Shine combo for free

TOPUP 1000 immediately have 1200k in theaccount

TOPUP 2000 immediately have 2250k in theaccount

- Greeting: As soon as the customer has finished parking, a staff member will open the doorto greet the customer: "Hello sir, may I ask if you have an appointment yet?" If the customer hasa reservation, the staff will guide the customer to the information counter If the customer has notset an appointment to support the customer to pick up the waiting ticket.

- Waiting area: The waiting area is designed in European style with padded chairs and tables.The waiting area can play the newly licensed playlist and arrange the music to match the timeframe of the customer's experience.

- Food and beverages: Staff serve passion fruit juice/ soft drinks/ water for customers to sitand wait.

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- Toilets and washrooms: Decorated in a luxurious European style, always kept clean duringservice Also use scented candles to reduce unpleasant odors.

- Transport: 30Shine also upgraded the interface and experience on the application, makingit easy to find places, park cars

Figure 4.2: Waiting room in 30Shine.

Safe keeping

The motorbike parking area is the curb in front of the store, the car parking area will beguided by the security guard to tell the nearest parking At the parking area, there will be securityguards to look after, rearrange cars and record parking tickets for guests At 30Shine customerswill get free parking.

30Shine designs safe deposit boxes with locks for customers to keep their bags in thesafest way.

+ Free hair correction in 7 days since using the service.+ Color warranty for 15 days from the date of service.+ Bending warranty within 15 days from service use.

+ If the customer has a reservation, guide the customer to the information counter.

+ If the customer has not made a reservation, support the customer to pick up the waitingticket and lead the customer to the waiting area, serving drinks to the customer.

5 Support customers to use safe deposit boxes to keep their belongings.6 Receiving service - consulting

"Have you chosen a hairstyle yet? If you haven't consulted the right hairstyle for the customer."7 Give the customer the invoice in advance

8 Take photos when completed and ask for customer feedback on satisfaction.9 Guide customers to pay and issue invoices.

10 Customers will be given an assessment of their service quality through a scoring system.11 Greet customers and thank them for using the service.

12 Guards assist in collecting parking vouchers and leading cars for guests.

4.2 Price

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- Comparing the prices of 30Shine services, 30Shine has a mid-range price, not as cheap aspopular barber shops (usually 30-50k for one), not as expensive as Barber Shop, Hair Salon butin return, the service is much better than other places.

- Price list of 30Shine services:

Figure 4.3: Price list of services of 30shine

Pricing based on competition, comparing with competitors

- At 30Shine :

+ Haircut service (both shampooing and styling) and facial care for only 100k, a member of30Shine is only 80k.

+ Diverse hair services such as dyeing, perm, scalp detox and hair restoration.

+ Besides taking care of hair and ears, also take care of facial skin such as exfoliating, takingnose acne.

+ Diversifying prices in the promotion to help many groups of customers access the servicefrom students to adults.

- In other stores: With reputable shops like 30Shine, the service price will usually be muchhigher than 30Shine, such as Liem Barber Shop, which has quite high service prices and notmany incentives for customers like 30Shine.

Perceived Value Pricing

- Morphological benefits: the tools (haircutters, shavers, dyes, etc.) used in 30Shine are allstandard, good and guaranteed tools for the customer's hair.

- Functional benefits: customers coming to 30Shine usually do not have to wait long, the barberis also quick and does not take up the customer's time, helping customers save time.

- Time benefits: 30Shine is open throughout including holidays, open from 8.30 am to 8.30 pm=> easy for customers to arrange time.

- Location benefits: 30Shine currently has about 5-10 branches in each district, no matter wherethe customer is, there is a branch close to the customer.

- Ownership benefits: 30Shine has an online app and website as well as a hotline so thatcustomers can order in advance or can buy hair care products from the store and will bedelivered to your place.

 With the above benefits, it has brought perceived value to customers and 30Shine sets pricesbased on the quality of service and the value that customers receive, making customers feel theyare getting more than what they paid for must pay.

Psychology Pricing

With high-priced services such as curling and dyeing, 30shine has applied apsychological pricing policy, instead of 1 high-end perm costing 350,000 VND, 30shine will cost349,000 VND Customers will feel the price " better”.

This is the price policy applied by 30shine from the time it was first opened until now, thereason why 30shine applies this policy is because often when customers enter the salon, they will

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want to do additional services such as shampoo service, earwax service, and 30shineunderstands this, so they have applied a package price policy to promote customer demand.

- Some combos of 30Shine:

-10% for curl/dyed, savefrom 20k to 100k foreach time customerscurl/dyed

SUPER SHOCKINGPROMOTION for high-end men's beauty salonat 30Shinestore

-5% off for skincare

product line 10% off for hairstyling product line

BOOKING TIME 1 day in advance prioritize 3 days inadvance

prioritize 3 days inadvance

WORKMANSHIPBEFORE BOOKING,From 2020, limit accessto the system-wideStylist portfolio ofgeneral customers.

Price policy for Shine Member

30Shine applies a discount policy for members of 30Shine to promote customers to createmembership cards (help 30Shine have more customer data), create more demand becausethrough 30Shine's membership packages, customers will enjoy better services and better pricesthan ordinary customers.

4.3 Place

In a service’s context, 30Shine doesn't move physical products Experiences,performances, and solutions are not being physically shipped and stored 30Shine's informationtransactions are conducted through electronic and not physical channels The three interrelatedelements of distribution are:

Information and Promotion Flow

Distribution of information and promotional materials related to the provision of services. The goal is to make customers interested in buying hair care services at 30Shine.

- Negotiation Flow: Reaches agreement on the features and configuration of services - hair care

services such as cutting, styling, perming, dyeing, etc., beauty and facial care services such asexfoliation, acne removal, etc and terms of the offer, in order to close the sale.

 The goal is to sell the right to use hair care services at 30Shine.

- Product Flow: 30Shine sells hair products such as hair conditioners, hair washes, etc., in

addition to hair care Customers can pay for services through Internet Banking Here, thedistribution strategy requires developing a network of websites that customers can easily use.

The distribution channel in 30Shine's service is a direct-distribution channel at theenterprise The customer goes to 30Shine's service organization.

30Shine’s service

Figure 4.4: 30Shine's service distribution channel structure

The 30Shine men's hair salon chain has 79 salons in the most prime locations in Hanoiand Ho Chi Minh City Ho Chi Minh and neighboring provinces On the scale of 30Shine storesup to 30 people, each salon has a minimum serving area of 200m2 Operated by more than 3,000employees, including 1,500 professional hair designers.

Information, consultation, ordering, invoicing and payment (e.g., via credit card) can betransmitted using the digital language of the computer.

Distributing information, consulting and receiving cutting appointments, cutting timesand locations for customers on the company's website, fan page, and mobile app.

To manage customer relationships with branches of 30Shine men's hair salon chain, eachcustomer will have a personal information account and easily return to the store without wastingtime updating information OLD

Customers just need to call a switchboard number of 30Shine to book any Starwoodhotel.

In addition, you can schedule a haircut through electronic channels, includinghttps://30shine.com, or 30Shine's apps installed on your phone, or 30Shine's fan page.

Place Decisions of Service Delivery

30Shine's stores all have large premises that will help customers feel secure andconfident, not to mention barbers also tend to want to stick with a large unit that has a spaciousand clean store.

On average, 30shine has 2 new establishments per month In particular, unlike otherfamiliar men's barbershops that only need a small space with a barber and a hairdresser, eachbranch of 30shine has a large area with a beautiful location and a large staff including managers.agents, receptionists, barbers, shampooers, … That is the difference of 30shine compared toother competitors on the market today.

Time of Service Delivery

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When cutting at regular hair salons, you will often have to wait a long time to get yourhair cut Waiting for hours like that is both time-consuming and frustrating Now, with exclusivehair cutting scheduling technology only available at 30Shine, it will help thousands of guys comeand be served immediately after just a few minutes of enjoying a cool passion fruit cocktail andsave a lot of time.

The time frame for haircuts at 30Shine:

Whether it's a weekday or a holiday, 30Shine is available from 8:30 a.m to 8:30 p.m.daily, you can easily choose a convenient time frame that best suits your schedule.

When you complete your online booking, the only thing you need to do is arrive on time(or 5-10 minutes early) so that 30Shine has a chance to serve, because if not, 30Shine apologizesto have to cancel your appointment to make room If you don't want to miss the opportunity toexperience the service here, you will have to reschedule it.

At the end of the year, the demand for haircuts is very high, 30Shine works until the 29thday of the Lunar New Year to satisfy the handsome haircut needs of men Cutting your hair assoon as possible is beneficial, don't wait until near the New Year to cut it, you may not have theopportunity to make an appointment.

Instead of stopping receiving customers at 20:30 every day, during Tet, 30Shine salonswill continue to serve you until 23:00 at night Customers easily have the opportunity to cut theirhandsome hair after work without worrying about the schedule.

Figure 4.5: Time frame for haircuts at 30Shine

Delivering Services in Cyberspace

It can be said that 30shine is the first men's haircare brand to apply technology to itsmanagement process Specifically, 30shine has its own website as well as its own application onCH Play and Apps store This website and app can help customers know which branches areclosest to their location, which branches are full In particular, customers can book appointmentsvia apps or websites, avoiding long waits for their turn – an unpleasant experience for manypeople at traditional barbershops.

Use technology to optimize, easily upgrade your visitor traffic, and book by immediatelyapplying the cloud computing technology of Amazon Web Services, Amazon EC2, Amazon S3storage, system Kubernetes containerized application management system, Amazon DynamoDBdatabase service.

For 30Shine itself, the application of technology will also make it easier for them in themanagement process Most people who go for a haircut usually choose Saturday, Sunday or atthe end of work (after 6 pm) This causes a huge waste when in other time frames, the salon willbe very empty, reducing capacity as well as reducing revenue The application helps 30shine todivide customers into certain time periods, from which barbers can stretch the work intensity, not26

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being overloaded every evening or weekend In addition, the application can also help the brandknow which branches empty and which branches are crowded so that they can transferemployees appropriately, avoiding the waste of human resources By applying technology to itsmanagement process, 30shine will appear in the minds of customers as a large and extremelyprofessional brand.

Figure 4.6: Delivering Services

4.4 Promotion

4.4.1 Personal CommunicationsSelling

30Shine sells a wide variety of products such as hair styling products (wax, gel, pomade,eraser, puff), underwear and socks, hair care (shampoo, conditioner, essential oils), facial care(facial cleanser, toner), body care, beard care, … It can be said that all self-care products for mencan be found at 30Shine.

During the service experience, the staff advises their customers on products that aresuitable for their hair quality or other needs of the customer 30Shine invested in opening30Shine Stores (a brand specializing in selling men's care products of 30Shine) Currently,

30Shine Store is also covering all markets specifically there are nearly 40 branches concentratedin Hanoi and Ho Chi Minh City.

Customer Service

At 30Shine, customers are consulted wholeheartedly about hair quality and hairstyle tosuit their face from a team of expert stylists Customers are free to chat, give their wishes tochange the hairstyle so that the stylists can create the right style for the customer.

Figure 4.7: Website of 30Shine

When the haircut is finished, the stylist will use a mirror for the customer to checkwhether the hair on the nape of the neck is satisfactory or not Customers can freely comment onthe hairstyle so that the barber can adjust it as he or she wants… And Stylist will haveprofessional suggestions for customers' peace of mind and satisfaction Finally, customers alsorate their satisfaction through an electronic board at the front desk with the process just cut.

30Shine's warranty policy demonstrates a sincere dedication to customer service Only at30Shine, customers get free hair correction within 7 days, hair color warranty within 15 days andperm hair warranty within 15 days.

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Figure 4.8: Electronic board

Word of mouth

- Creating exciting promotions that get people talking about the great service 30Shine provides.+ With only 100k, customers can experience Shine Combo 7 steps People are very curiousand spread the word about this special service of 30Shine.

+ In addition, the skinners at 30Shine are all pretty girls Men are very excited and theyenjoy spreading the word about this "paradise" service.

Figure 4.9: “Paradise” service.- Presenting and publicizing testimonials that simulate WOM.

+ Advertising and brochures sometimes feature comments from satisfied customers.

+ 30Shine is a place where connoisseurs of hair have been talking for a long time becauseit is not difficult to see stars and celebrities cutting their hair here.

Figure 4.10: Advertising30

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4.4.2 AdvertisingInternet

- You t ube : 30Shine owns YouTube channel 30Shine TV Trendy (1.34 million subscribers) whichis a library of the hottest hairstyles of singers, actors, celebrities of Vietnam, Korea or the world.

Figure 4.11: youtube channel of 30Shine

30Shine TV is Vietnam's leading Youtube channel for men's style and beauty Thechannel specializes in providing the most fashionable hairstyles, hair care and beauty secrets forVietnamese men to confidently stand out and shine.

In addition to the main YouTube channel, 30Shine owns an additional channel"Handsome Recipes" This is a place to share beauty and care secrets for men that are nowhere tobe found 30Shine's staff always strives to advise customers on how to take care of themselves ina comprehensive way, to build a confident and manly temperament.

Figure 4.12: Handsome Recipes Channel on Youtube

30Shine regularly upload videos, images of beauty, skin care, new hair style for menon its YouTube channel.

Figure 4.13: Video of 30Shine on Youtube

- Facebook : Like YouTube, 30Shine also regularly posts articles on Facebook fanpage

Figure 4.14: Facebook of 30Shine

More than 100N followers of 30Shine's Facebook Fanpage Fanpage received a lot ofinteraction and love in the community

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30Shine constantly updates new information related to the salon, catching up withemerging trends in the community to run Facebook advertising campaigns quickly andeffectively.

- I nstagram : In addition to YouTube, Facebook, 30Shine also be present on the platform

Figure 4.15: Instagram of 30Shine

30Shine still regularly uploads images, videos, and information to customers about30Shine's services.

Figure 4.16: Images on instagram of 30Shine

- Tiktok : Tiktok is an application that has exploded in popularity in recent times 30Shine is

extremely responsive when it comes to quickly catching up with trends by creating a 30Shineaccount on this "hot" platform.

Figure 4.17: Tiktok of 30Shine

30Shine constantly catches the trends of young people, creating a lot of videos withattractive and interesting content to attract customers of all ages.

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Figure 4.18: KOLs of 30Shine

In addition, 30Shine is also one of the brands that catch the trend very quickly Any facethat begins to gain traction on the media front is also contacted by 30Shine for cooperation.- Examples:

+ When U23 Vietnam was storming social networking sites with illustrious victories, 30Shineimmediately invited players like Van Thanh, Hong Duy, and Van Duc to come and experience theservice.

+ Million-view youtubers like 1977 Vlogs, Hung vlogs or actor Quang Anh of the movie "Gohome" also become customers of this biggest male hair salon brand in Vietnam.

Figure 4.19: KOLs of 30Shine

 The fact that celebrities use it and then rate the quality will increase trust among online usersand drive higher consumer demand.

- Every branch of 30Shine hangs banners

- Decals are arranged in the waiting area, hair cutting area, shampoo area.

Figure 4.20: Banners of 30Shine

- Standees are also arranged at the checkout counter, waiting area,

Figure 4.21: Standee inside store 30Shine

4.4.3 Sales PromotionCoupon

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