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
INTRODUCTION
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.
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.
Core Value
30Shine’s employees own 3 core values:
Honesty encompasses alignment between thoughts, words, and actions At 30Shine, unwavering honesty guides our conduct, prohibiting any deception regarding finances, timetables, or data We harness all our capabilities to detect and deter any instances of dishonesty, with recourse to external authorities if warranted.
- 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
Downloaded by TOM TIT (tomboy1@gmail.com)
MARKET & COMPETITORS ANALYSIS
Macro 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
The men's personal care industry is experiencing a surge in popularity, with a predicted market value of $166 billion by 2022 This growth is driven by increasing male interest in grooming and skincare, leading to a significant rise in sales of men's skincare products, which saw a 7% increase in the past year alone, reaching a portfolio worth $122 million.
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 Covid-
19 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.
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.
- 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.
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.
Downloaded by TOM TIT (tomboy1@gmail.com)
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.
Micro Enviroment
- Men's beauty trends are increasing.
- In 2018, 30Shine served more than 2 million visitors In the first half of 2019, this number stood at 1.5 million.
- Within 6 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%.
- Some brands provide products for 30Shine to ensure quality, genuine products:
- 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
- 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.
- With any new activity, 30shine is quickly updated, promoted, and communicated to customers by newspapers and websites.
- 30Shine also appears in some of the videos of YouTube channels that are extremely interested by men.
- 30Shine achieved huge brand awareness in the community.
Competitions
- Nowadays, the hair industry is very developed, so there are more and more hair salons. Competitive pressure in the male hair industry market is relatively high.
- 30Shine is a large male salon system, stretching from North to South 30Shine's direct competitors are identified as male salons that also have a nationwide chain of branches with similar services to 30Shine There are some direct competitors of formidable:
Established in 2015, Liem Barber Shop remains the leading Vietnamese barber brand, boasting a presence from the North to the South of Vietnam, including Singapore With 26 branches, Liem Barber Shop offers a range of hair cutting services priced between 80-120k, catering to the style needs of discerning men seeking a professional grooming experience.
+ 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 Dat Hair 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 for basic hair cutting service ranges from 50-70k.
+ 4RAU Barber Shop: is a pretty famous hair salon because of its good service, the price is quite good from 50-70K for a service, many branches for customer convenience, but 4RAU only focuses on customers in Ho Chi Minh City, there are no branches outside HCMC 4RAU with the slogan “LIFE IS NOT PERFECT BUT YOUR HAIR CAN BE” has partly expressed the 6
Downloaded by TOM TIT (tomboy1@gmail.com) customer that when they come to 4RAU, their guaranteed hair can be finished according to the customer's opinion
30Shine confronts indirect competition from the traditional sidewalk haircutting model, which offers a considerably lower price point This competitive landscape poses challenges as sidewalk haircuts remain a viable and cost-effective alternative to professional hair salon services.
SWOT
- Currently, 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.
- Applying mobile application and website to improve service quality and reduce customer waiting time is a prerequisite.
- Having branches in foreign markets such as
- Developing too fast causes shortcomings in employee training, employees' attitude to customers, causing dissatisfaction in customers.
- Difficult to synchronize service quality in each store due to the large number of stores.
- Men are increasingly interested in looks, especially hairstyles.
- Southeast Asian market has great potential for development In Southeast Asia, there is no large- scale men's haircut chain that can compete with
- The Covid epidemic opens up opportunities to sell online products such as hair care products, hair styling, …
- Covid epidemic makes it difficult to do direct business Social distancing forced some stores to close or reduce the majority of customers.
- Discount booking apps like Jamja,iSalon, etc compete directly with30Shine thanks to a variety of options and promotions.
TARGET CUSTOMERS ANALYSIS & POSITIONING STRATEGY
Segmentation
Income Low Low - Middle Middle - High
Get a haircut because their hair is long; like short, simple hairstyles.
Enjoy experimenting with many hairstyles and hair colors; more interested in facial care; influenced by KOLs and celebrities.
Prefer to choose their favorite hairstyles; loyal to familiar salons.
Neat and simple hairstyle; quick and simple cutting process.
Find a stylish and suitable hairstyle for themselves; quick and simple cutting process; a service inlcude hairdressing, skincare and relaxation.
Having their hair cut in their favorite hairstyles; quick and simple cutting process.
Customer loyalty Low High High
Price sensitive High High Low
Target consumers
Downloaded by TOM TIT (tomboy1@gmail.com)
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 the development of society, many more spacious and well-equipped barbershops open, but men's haircuts are just a need not to be sophisticated and neat, good-looking is enough But these things still do not bring them a sense of satisfaction, sometimes the shop is too crowded, they must wait a few hours to get their hair cut, both tired and time-consuming because they do not have an appointment.
In the Vietnamese market, the hair industry, particularly the men's hair segment, remains underdeveloped and has yet to experience significant competition Despite its long-standing importance, no professional entity has capitalized on this industry 30Shine emerged as a pioneer in the men's hair salon chain, revolutionizing male grooming habits By addressing not only the need for haircuts but also a comprehensive approach to beauty that includes facial and scalp care, 30Shine eliminated the inconvenience of waiting in line, catering to men's desire for quick, efficient, and thorough grooming services While their services appeal to a wide age range, 30Shine primarily targets the second market segment.
+ 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 still ensure neatness and quickness.
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
Downloaded by TOM TIT (tomboy1@gmail.com)
MARKETING MIX
Product
- 30Shine tries to diversify its core products as much as possible, they not only provide hair care services such as cutting, styling, perming, dyeing, etc and beauty services such as facials such as bleaching dead, peel off acne, but also sell hair products such as hair conditioners, hair wax,
+ Shine combo 7: combo includes 7 steps including hair care and styling at the request of adult 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 brown dyeing, Fashion dyeing without bleaching, Fashion dyeing need bleaching.
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, core values, ), 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 in Hanoi and Ho Chi Minh City and neighboring provinces.
- Service hours: Monday to Sunday 8:30am - 8:30pm (including public holidays)
Figure 4.1 Price services list of 30Shine.
30Shine revolutionizes the hairdressing industry with its innovative order-taking feature, allowing customers to seamlessly schedule appointments through its website, fanpage, and mobile app This groundbreaking approach empowers customers with greater control over their time, eliminating the inconvenience of long wait times at traditional barbershops As a result, customers can optimize their schedules and enjoy a more convenient, stress-free hairdressing experience.
- Instructions for booking an appointment on the 30Shine app:
Downloaded by TOM TIT (tomboy1@gmail.com)
+ 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.
After completing the booking, there will be a confirmation message from the system sent to you You need to arrive on time or 5-10 minutes before the booking time, if it is more than 15 minutes late, the booking will be cancelled.
Invoices for individual transactions: 30Shine's hairdressing services are diverse and integrated into combos that include many steps when cutting, their customers can hardly remember 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 they come in to see the barber, the guests just need to give the invoice containing information about the combo they ordered , the barber will capture the information himself and do not need to ask the customer again.
If after doing the hair, the customer wants the warranty, they need to present the bill to 30Shine.
- 30Shine uses 2 payment methods: direct payment and prepaid deduction.
+ Credit/debit card handling (Accept all banks)
+ E-wallets: Momo, VNpay, Grab Moca
+ Automatic deduction from financial deposits
TOPUP 600 8 times use Shine combo for free
TOPUP 1000 13 times use Shine combo for free
TOPUP 1000 immediately have 1200k in the account
TOPUP 2000 immediately have 2250k in the account
30Shine allows customers to choose whether they want to be consulted in the salon or not, helping customers avoid being disturbed.
Support and advise customers enthusiastically about new services at 30Shine while waiting.
After performing hair styling services such as cutting, curling, dyeing, bleaching hair, the shop staff will advise on issues such as: How long does it take to wash your hair? What shampoo do you wash your hair with? How to dry hair after washing? What hair conditioner should I use? How long will the color fade?
Upon arrival, a staff member greets customers with a friendly inquiry about appointments Customers with appointments proceed to the information counter, while those without are assisted in obtaining a 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 time frame of the customer's experience.
- Food and beverages: Staff serve passion fruit juice/ soft drinks/ water for customers to sit and wait.
Downloaded by TOM TIT (tomboy1@gmail.com)
- Toilets and washrooms: Decorated in a luxurious European style, always kept clean during service Also use scented candles to reduce unpleasant odors.
- Transport: 30Shine also upgraded the interface and experience on the application, making it easy to find places, park cars
Figure 4.2: Waiting room in 30Shine.
The motorbike parking area is the curb in front of the store, the car parking area will be guided by the security guard to tell the nearest parking At the parking area, there will be security guards to look after, rearrange cars and record parking tickets for guests At 30Shine customers will get free parking.
30Shine designs safe deposit boxes with locks for customers to keep their bags in the safest way.
- Handling special communications: You can contact the hotline or the store's address to complain, praise or suggest
+ Address: 82 Tran Dai Nghia, Dong Tam Ward, Hai Ba Trung District, Hanoi
- Problem solving: 30Shine has a warranty policy for customers as follows
+ 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.
1 Customers search for information of 30Shine through search engines and social networks.
2 Book an appointment via the 30Shine app
3 Security guards assist customers with parking and taking parking vouchers.
- Open the door for customers and greet them: "Hello sir, may I ask if you have an appointment or not?"
+ 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 waiting ticket 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.
"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.
Price
Downloaded by TOM TIT (tomboy1@gmail.com)
- Comparing the prices of 30Shine services, 30Shine has a mid-range price, not as cheap as popular barber shops (usually 30-50k for one), not as expensive as Barber Shop, Hair Salon but in 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
+ Haircut service (both shampooing and styling) and facial care for only 100k, a member of 30Shine 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, taking nose acne.
+ Diversifying prices in the promotion to help many groups of customers access the service from students to adults.
- In other stores: With reputable shops like 30Shine, the service price will usually be much higher than 30Shine, such as Liem Barber Shop, which has quite high service prices and not many incentives for customers like 30Shine.
- Morphological benefits: the tools (haircutters, shavers, dyes, etc.) used in 30Shine are all standard, good and guaranteed tools for the customer's hair.
For customers seeking efficiency, 30Shine stands out Its streamlined operations offer minimal wait times and swift service from skilled barbers, ensuring that customers' precious time is respected This expeditious approach not only enhances customer convenience but also allows for significant time savings, catering to individuals who value their schedules and desire a quick and effortless grooming experience.
- 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 where the 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 that customers can order in advance or can buy hair care products from the store and will be delivered to your place.
With the above benefits, it has brought perceived value to customers and 30Shine sets prices based on the quality of service and the value that customers receive, making customers feel they are getting more than what they paid for must pay.
30shine has adopted a psychological pricing strategy in response to the high cost of salon services like curling and dyeing Instead of offering a single high-end perm service at 350,000 VND, they have priced it at 349,000 VND This subtle difference in pricing utilizes the customer's perception of value, making the service appear more affordable and enticing.
This is the price policy applied by 30shine from the time it was first opened until now, the reason why 30shine applies this policy is because often when customers enter the salon, they will
30Shine offers flexible service packages to cater to customer needs, including shampooing, earwax removal, and 30Shine's signature service This pricing strategy aims to stimulate customer demand for additional services, making it a convenient and cost-effective way to enhance the overall grooming experience.
+ In the combo of 30shine, hair cutting service (both hair washing and styling service) and facial care for only 100,000 VND.
+ If you do retail services without using combos, it will be much more expensive because a hair cut costs 70,000 VND, the attached services cost 30,000-40,000 / 1 time.
This policy has helped 30shine increase revenue as well as increase customer loyalty and drive customer demand.
Benefits General customer Black 69.000đ/year Silver 99.000đ/year
-15% SHINE COMBO, save up to 180k for a haircut in a year.
-10% for curl/dyed, save from 20k to 100k for each time customers curl/dyed
PROMOTION for high- end men's beauty salon at 30Shinestore
5% off for skincare product line 10% off for hair styling product line
BOOKING TIME 1 day in advance prioritize 3 days in advance prioritize 3 days in advance
From 2020, limit access to the system-wide
Stylist portfolio of general customers.
Can choose a stylist, get to see stylist information.
Can choose a stylist, get to see stylist information.
Downloaded by TOM TIT (tomboy1@gmail.com)
Price policy for Shine Member
30Shine applies a discount policy for members of 30Shine to promote customers to create membership cards (help 30Shine have more customer data), create more demand because through 30Shine's membership packages, customers will enjoy better services and better prices than ordinary customers.
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 information transactions are conducted through electronic and not physical channels The three interrelated elements of distribution are:
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 as exfoliation, 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, the distribution 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 the enterprise The customer goes to 30Shine's service organization.
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 Hanoi and Ho Chi Minh City Ho Chi Minh and neighboring provinces On the scale of 30Shine stores up to 30 people, each salon has a minimum serving area of 200m2 Operated by more than 3,000 employees, including 1,500 professional hair designers.
Information, consultation, ordering, invoicing and payment (e.g., via credit card) can be transmitted using the digital language of the computer.
Distributing information, consulting and receiving cutting appointments, cutting times and locations for customers on the company's website, fan page, and mobile app.
To enhance customer relationship management within the 30Shine men's hair salon chain, each patron will have access to a dedicated personal information account This streamlined approach eliminates the need for repetitive information updates, enabling seamless and time-efficient store visits for every customer.
Customers just need to call a switchboard number of 30Shine to book any Starwood hotel.
In addition, you can schedule a haircut through electronic channels, including https://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 and confident, not to mention barbers also tend to want to stick with a large unit that has a spacious and clean store.
On average, 30shine has 2 new establishments per month In particular, unlike other familiar men's barbershops that only need a small space with a barber and a hairdresser, each branch 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 to other competitors on the market today.
Downloaded by TOM TIT (tomboy1@gmail.com)
Scheduling technology offered by 30Shine has revolutionized hair salon experiences, eliminating long waiting times By utilizing this technology, guests can now walk in and enjoy a swift and efficient haircut without spending hours in anticipation The process is further enhanced by the complimentary passion fruit cocktail, providing a relaxing respite while waiting As a result, 30Shine has become the go-to destination for individuals seeking a convenient and time-saving hair cutting experience.
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 apologizes to have to cancel your appointment to make room If you don't want to miss the opportunity to experience 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 29th day of the Lunar New Year to satisfy the handsome haircut needs of men Cutting your hair as soon as possible is beneficial, don't wait until near the New Year to cut it, you may not have the opportunity to make an appointment.
During Tet, 30Shine salons extend their operating hours, offering services until 11 pm instead of 8:30 pm daily This extended schedule allows customers to conveniently get a haircut after work, accommodating their tight schedules during the busy holiday period.
Figure 4.5: Time frame for haircuts at 30Shine
It can be said that 30shine is the first men's haircare brand to apply technology to its management process Specifically, 30shine has its own website as well as its own application on
CH Play and Apps store This website and app can help customers know which branches are closest to their location, which branches are full In particular, customers can book appointments via apps or websites, avoiding long waits for their turn – an unpleasant experience for many people at traditional barbershops.
Amazon Web Services (AWS) offers a comprehensive cloud computing platform that empowers businesses to enhance their digital infrastructure By leveraging services such as Amazon EC2 (virtual servers), Amazon S3 (storage), Kubernetes (container management), and Amazon DynamoDB (database), organizations can optimize their IT operations, increase website traffic, and streamline booking processes AWS enables businesses to modernize their systems, enhance performance, and cater to the evolving needs of their customers.
For 30Shine itself, the application of technology will also make it easier for them in the management process Most people who go for a haircut usually choose Saturday, Sunday or at the end of work (after 6 pm) This causes a huge waste when in other time frames, the salon will be very empty, reducing capacity as well as reducing revenue The application helps 30shine to divide customers into certain time periods, from which barbers can stretch the work intensity, not 26
Promotion
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 men can be found at 30Shine.
During the service experience, the staff advises their customers on products that are suitable 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 concentrated in Hanoi and Ho Chi Minh City.
At 30Shine, customers are consulted wholeheartedly about hair quality and hairstyle to suit their face from a team of expert stylists Customers are free to chat, give their wishes to change the hairstyle so that the stylists can create the right style for the customer.
When the haircut is finished, the stylist will use a mirror for the customer to check whether the hair on the nape of the neck is satisfactory or not Customers can freely comment on the hairstyle so that the barber can adjust it as he or she wants… And Stylist will have professional suggestions for customers' peace of mind and satisfaction Finally, customers also rate 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 at 30Shine, customers get free hair correction within 7 days, hair color warranty within 15 days and perm hair warranty within 15 days.
Downloaded by TOM TIT (tomboy1@gmail.com)
The staff at 30Shine are carefully selected and trained in the culture of service, from manners to common social understanding, ensuring communication and customer satisfaction.
To ensure customer satisfaction and active participation, 30Shine provides comprehensive training on service procedures This includes familiarizing customers with the service steps prior to their appointment and guiding them on the optimal use of services By empowering customers with knowledge, 30Shine fosters a sense of involvement in the service experience, resulting in enhanced satisfaction and value.
- 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 curious and spread the word about this special service of 30Shine.
+ In addition, the skinners at 30Shine are all pretty girls Men are very excited and they enjoy spreading the word about this "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 because it is not difficult to see stars and celebrities cutting their hair here.
Downloaded by TOM TIT (tomboy1@gmail.com)
- You t ube : 30Shine owns YouTube channel 30Shine TV Trendy (1.34 million subscribers) which is 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 the premier YouTube channel for Vietnamese men seeking to enhance their style and beauty As Vietnam's leading platform in this domain, the channel caters to its audience with exclusive content on the latest hairstyles, hair care techniques, and beauty secrets.
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 to be found 30Shine's staff always strives to advise customers on how to take care of themselves in a 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 men on its YouTube channel.
Figure 4.13: Video of 30Shine on Youtube
- Facebook : Like YouTube, 30Shine also regularly posts articles on Facebook fanpage
More than 100N followers of 30Shine's Facebook Fanpage Fanpage received a lot of interaction and love in the community
Downloaded by TOM TIT (tomboy1@gmail.com)
30Shine constantly updates new information related to the salon, catching up with emerging trends in the community to run Facebook advertising campaigns quickly and effectively.
- I nstagram : In addition to YouTube, Facebook, 30Shine also be present on the platform Instagram.
30Shine still regularly uploads images, videos, and information to customers about 30Shine'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 30Shine account on this "hot" platform.
30Shine constantly catches the trends of young people, creating a lot of videos with attractive and interesting content to attract customers of all ages.
Grasping the hobbies of men such as cars, games, sports, music, etc., 30Shine has selected famous faces in those fields to promote its brand.
Typical celebrities who are "chosen to send gold" by 30Shine can be mentioned as Hung Lam of Xehay Youtube channel, Sparrow goes to the sun - AOE Vietnamese prodigy, rapper Bray or singer Ung Hoang Phuc.
Downloaded by TOM TIT (tomboy1@gmail.com)
In addition, 30Shine is also one of the brands that catch the trend very quickly Any face that begins to gain traction on the media front is also contacted by 30Shine for cooperation.
+ When U23 Vietnam was storming social networking sites with illustrious victories, 30Shine immediately invited players like Van Thanh, Hong Duy, and Van Duc to come and experience the service.
+ Million-view youtubers like 1977 Vlogs, Hung vlogs or actor Quang Anh of the movie "Go home" also become customers of this biggest male hair salon brand in Vietnam.
The fact that celebrities use it and then rate the quality will increase trust among online users and drive higher consumer demand.
- Every branch of 30Shine hangs banners
- Decals are arranged in the waiting area, hair cutting area, shampoo area.
- Standees are also arranged at the checkout counter, waiting area,
Figure 4.21: Standee inside store 30Shine
Downloaded by TOM TIT (tomboy1@gmail.com)
30Shine launches super attractive TOPUP prepaid package Customers only need to prepay money and get huge incentives into account to use the service at 30Shine (cutting, bending, dyeing ) or purchase products and special unlimited usage time.
Sign-up rebates: Shine Member
- Shine Member is an electronic membership card of 30Shine
- Customers who register for Shine Member will receive a lot of privileges that only 30Shine members can get like:
+ Up to 30% off for all services from cosmetics, dyeing services and shine combo
+ Priority is given to scheduling haircuts on demand regardless of date and time
+ Prioritize to schedule a haircut by the system's Top skilled stylist
+ It is completely possible to view the history of old hairstyles without limits.
- Every time a new branch is opened, 30Shine always has a gift program for new customers and attracts more people.
- Examples: To celebrate 30Shine 323 Xo Viet Nghe Tinh officially joined the "New Salon Concept" lineup of 30Shine system, customers coming to 30Shine on the opening day will be drawn to receive very happy gifts.
Figure 4.24: poster about gift of 30Shine 38
Downloaded by TOM TIT (tomboy1@gmail.com)
Prize promotions 30Shine constantly offers promotions to attract customers.
- In August, 30Shine launched a series of super promotions Back to school program is held with thousands of products for boys at super special prices from 30Shine Store.
Figure 4.23: Poster promotion of 30Shine
- Welcoming April, 30Shine Store offers "excellent" Combos at super bargain prices for customers.
With any of its new activities, 30Shine is quickly updated, advertised, and communicated to customers by the press and online newspapers.
Without too revealing and ostentatious advertising, 30Shine understands the needs of the market and they use the form of PR articles on famous news sites to inform customers that they can completely solve problems
Some newspaper sites that 30Sine combines such as zing.vn, vnexpress.net, cafebiz.vn, baodautu.vn, theleader.vn, myxteam.com,
Downloaded by TOM TIT (tomboy1@gmail.com)
- The Condor Heroes Gaming event receives HOT deals from 30Shine
Figure 4.27: Poster game sponsored by 30shine
+ The event of 30Shine shaking hands with NPH Gamota created a fever in the gaming community.
+ Hundreds of thousands of Condor Heroes gamers have become the first lucky ones with unprecedented attractive offers.
+ Specifically: The first 100 gamers to 30Shine to cut their hair handsomely with Shine 7- step haircut combo for only 80k (original price 100k) and receive a Giftcode worth 1 million
Figure 4.28: Poster game sponsored by 30shine
- 30Shine also regularly cooperates with million-view Youtube channels to promote its brand.
+ 30Shine sponsors those YouTube channels so that they create short films and comedies with the aim of subtly promoting 30Shine's image.
+ Some YouTube channels that 30Shine has sponsored for advertising such as Ghien Mi Go, FAP TV, Kem Xoi TV,…
Figure 4.29: Youtube clip sponsored by 30Shine
- Community "I love 30Shine" – A solid bridge connecting with customers
+ With the spirit of always listening, understanding and meeting the increasing needs of customers, 30Shine officially launched the community "I love 30Shine" on October 30, 2020
+ “I love 30Shine” also promises to create a vibrant playground – where exclusive activities, contests, promotions are held exclusively for customers and colleagues who have been and will be with 30Shine.
Downloaded by TOM TIT (tomboy1@gmail.com)
- 30Shine held a contest "30Shine Listen" with 100 attractive gifts worth up to 54 million for participating guys from October 30 th 2020 to November 14 th 2020.
+ Contest rules are to participate in sharing thoughts about 30Shine's services on the group “I Love 30Shine”.
+ Many reviews about 30Shine's service, service attitude, facilities, etc… have been responded by customers.
- 30Shine also has its own website: https://30shine.com/
- Customers can find out all about 30Shine's beauty salons, articles, photos, videos, etc…in an official way.
- Website is the official communication channel with customers, 30Shine easily updates information quickly, saving a lot of costs compared to other traditional channels
Figure 4.31: Poster on website of 30Shine Video audiocassettes
- 30Shine creates many videos with content teaching customers to take care of their hair effectively.
- In addition to hair care instructions, 30Shine also has a video to guide customers on how to book a hair appointment at the salon.
Figure 4.32: video audiocassettes of 30Shine
Downloaded by TOM TIT (tomboy1@gmail.com)
- 30Shine logo with geometric lines arranged scientifically, always shining regardless of space and time because it is fitted with LED lights installed throughout the logo.
- The 30Shine salon system is located on prime major streets in districts and big cities The standard area of a 30Shine salon is 250-300m 2 , 7 times larger than a normal hair salon.
- 30Shine is famous for its slogan: "30 minutes to shine".
Figure 4.33: 30Shine’s logo shines as its slogan
- The design areas in the store ensure outstanding aesthetics and convenience.
- The areas for cutting - washing are arranged separately: the cutting chair and the washing bed are placed next to each other
- Each service area is separated by a drop-string curtain
Figure 4.34: Interior decor of 30Shine
- Can't find a special shampoo bed like at 30Shine because it is integrated inside a high-class massage machine with specially installed massage exercises for the back.
- All equipment in the process of face washing and massage are used in professional SPA, from acne suction machine, nebulizer machine, exfoliator
- All have tablet screens on the mirror cut
People
Catering to customers of all ages, 30Shine primarily targets the Gen Z clientele This generation has played a pivotal role in revolutionizing men's grooming practices in Vietnam The company recognizes the significance of Gen Z's influence and aims to provide tailored services that resonate with their evolving needs and preferences.
Customer loyalty is crucial for brand growth Satisfied customers are more likely to return for repeat business and recommend the brand to others By ensuring customer satisfaction, 30Shine can effectively expand its reach and establish a strong brand reputation through word-of-mouth marketing.
Figure 4.37: Feedback from customers on 30Shine’s Facebook
The human factor plays an essential and indispensable role in the strategy of the business.Employees are the appearance of the brand The first people who meet customers are not the executive board but people like guards, receptionists, or employees.
- Customer’s perspective: encounter with service staff is the most important aspect of a service.
- Firm’s perspective: frontline is an important source of differentiation and competitive advantage.
- Frontline is an important driver of customer loyalty
Retail king Zig Ziglar has this quote: “You don't build a business You build people, then people build the business”
In 2019, the number of employees of 30Shine was 1,700 employees, serving 1.5 million visitors in the first half of the year Notably, the average rate of returning customers to the chain is nearly 80% Even at some stores, the rate of returning customers is up to 90% The quality of 30Shine's employee training is one of the factors that determine that.
30Shine has followed the Cycle of Success The compulsory condition for the “Cycle of Success” is to increase the level of satisfaction of internal customers through various measures and initiatives When hiring new employees, 30Shine always prioritizes the principle of "Serving 48
Downloaded by TOM TIT (tomboy1@gmail.com) customers with all your heart, aiming for customer satisfaction" Not only that, the recruitment salary and remuneration for each position of 30Shine are extremely attractive 30Shine is also one of the few systems that make insurance for employees.
- Income: Unlimited, based on the business results of Salon.
- 30 shine welcome all of you with management experience, hard-working and active in work.
- Have experience in doing hair (cutting, curling, dyeing) If you do not have experience, let 30 Shine help you.
- Females with experience in hairdressing and facial massage, good-looking appearance.
- Special 30 Shine will train for you if you are not confident in your skills.
RECEPTIONIST CHECK IN/CHECK OUT
- All genders, good-looking, and have basic computer skills.
- Check-in: welcome, serve water, arrange schedules for guests to use the service.
- Check out: Cashiers, recommending hair and facial care products to customers.
- Priority: Men are active, healthy, and honest.
30Shine's stylists are trained at Stylist4Men Academy - 30Shine's backyard.
Stylist4Men Academy is a renowned men's hair academy that serves as a training ground for 30Shine, a leading barbershop chain Their unique teaching methods foster synergy and alignment among stylists, ensuring a cohesive professional environment Moreover, 30Shine employees gain invaluable insights into their colleagues' skills, values, and work-life balance This supportive workplace culture cultivates a talented and dedicated workforce, attracting top-tier stylists who are committed to delivering exceptional service.
Thanks to the evaluation software after each haircut, customer reviews, both positive and negative, are recorded They are collected regularly to find opportunities for employees to improve, employees are required to note their suggestions for improvement.
- Flexible working time: 8.5 hours/day, ensuring income for workers and balancing work and family life.
- Guarantion: Social and medical insurance, maternity leave (still receiving salary), welfare on occasions.
- Attractive opportunities for advancement: All positions at 30Shine have a roadmap for promotion (to Manager), level up (salary increase).
Salaries in the beauty and security industries vary depending on job position Stylists command the highest earnings, ranging from 9 to 15 million VND Skinners and hairdressers earn slightly less, with salaries between 8 and 12 million VND Receptionists fall within a similar bracket, earning from 7 to 10 million VND Security guards, responsible for maintaining safety, receive salaries between 5 and 8.5 million VND.
30Shine always tries to create the best conditions for employees to work, employees can choose convenient working buildings.
Barbers and hairdressers all have information management software installed on their phones Thanks to that, employees always proactively grasp their achievements in the past day and week and plan to improve their skills.
Downloaded by TOM TIT (tomboy1@gmail.com)
At the end of each week, the 30shine management team often sits down to summarize activities, give solutions to increase revenue, and be more efficient next week It is an opportunity for everyone to contribute comments to help each other in their work.
The group also constantly explores and researches market trends so that customers can feel the most attentive and perfect service when using the service here, support each other to achieve business goals.
According to the Cycle of Success, job satisfaction is a decisive factor for employees to perform well at their jobs They will take care of their employees the same way they are cared for by the business An attractive salary, as well as good benefits, will help employees become more loyal Employees also help retain customers by building personalized relationships.
Process
1 Receive customer appointment information via website/app or phone number.
- Receive customer appointment information via website/app or phone number.
- The system automatically records the customer's appointment schedule for 24/24 Reducing the time of online consultation, tele sales Avoiding overload during peak hours when customers complete an online appointment) is that staff can trace the full information of the customer's appointment order To minimize the risk of losing orders, arrange duplicate appointments. Clearly synchronize information from multiple sources.
What this customer wants and what another customer wants, is welcome to them "Hello, may I ask if you have an appointment in advance?
- If the customer has a reservation, guide the customer to the information counter.
- If the customer has not scheduled an appointment to support the customer to pick up the waiting ticket.
3 Identify the guest who booked the appointment (by reading the phone number and name) In case not booked: Support customers to complete the service registration procedure.
4 Deploy staff to support customers.
“Have you chosen a hairstyle yet? If you haven't consulted the right hairstyle for the customer."
6 Take pictures when finished and ask for the customer's opinion.
8 At the end of the process, customers will be given an assessment of the quality of their service through a scoring system.
9 Greet customers and thank them for using the service.
Above all, 30 Shine also saves customer information so that when customers have a need to cut the old-style or have problems arise after customers use the service at 30 Shine.
The service delivery process is very important because it ensures that the same service standard is delivered over and over again to the customer Therefore, most companies have the 52
Downloaded by TOM TIT (tomboy1@gmail.com) best service to deliver authentic customer experiences Good implementation of this process will minimize errors, effective coordination of supply will get a good response from customers. Knowing that 30 Shine performed the following service process:
For optimal customer convenience, the service premise should include necessary amenities such as ample parking, a comfortable waiting area, a designated check-in desk, and specialized service departments catering to various hair care needs, including washing, massaging, masking, cutting, curling, and styling as per customer requests To accommodate the projected demand of 15-30 guests per hour, the facility should be adequately staffed and equipped to ensure efficient and timely service.
- Model: forming a parking department, a check-in counter, a waiting area, a department for washing, massage, masking, cutting, bending, and stretching (according to customer needs) and
1 payment counter It is possible to estimate the cost, design time, implementation time, and productivity in 1 hour for service counters, respectively With this model, the maximum capacity of the system will be about 30 people/hour.
Figure 4.40: Blueprinting A 30Shine Men’s Hair Salon Service Experience
Physical Evidence
- Lighting and color schemes: The predominant tones are black and white in a white tube lighting system.
- Temperature: having cool and airy air conditioning.
- Noise: 30Shine is not noisy inside and provides a relaxing atmosphere thanks to the spacious room.
- The atmosphere in the store: The staff always greets customers with a smile while customers are using the service The staff always initiate a conversation to create closeness and comfort for the customers.
- Scent: At 30Shine's stores, there is a gentle fragrance to help customers come to the experience to feel relaxed.
- Music: The genre of music is popular music such as Son Tung, Ang Hoang Phuc, Lou Hoang,
Ngo Kien Huy, B-Ray, The volume is opened at a moderate volume to help customers feel relaxed when coming to 30Shine The new playlist here has been invested to buy full copyright and arrange in accordance with the time frame customers experience
Downloaded by TOM TIT (tomboy1@gmail.com)
30Shine is the only hair chain and a rare retail chain that it is willing to spend money on copyright music All songs played on the entire salon system has been paid for by 30Shine to serve its customers Each song is carefully selected, updated periodically every week so that the playlist is always new They always have the latest and hottest songs on the digital market.
Figure 4.41: Popular singers at 30Shine
- Equipment: fully equipped with tools such as mirrors, dryers, shampoo tubs, chairs, waiting chairs for customers (chairs can recline to rest, computers to play music when needed).
- Technical machinery: the check-in desk is equipped with a server to check customer information, print invoices, each customer’requests Customers just need to give employee invoices that staffs will understand and do the right services that customers want without asking again After using the service, customers will be asked and evaluated by the front desk about the service on the tabs equipped at the check-in counter.
30Shine, Vietnam's most high-class hair salon chain, now has almost 100 locations across the nation in 20 major cities and provinces and has expanded to the Thai market The chain of salons equippes tablets at the cutting area which is used for entertainment by watching sports videos Those facilities make many people feel like services on high-class flights.
With a minimum space of 250m2, the salon is big and airy, ensuring an exceptionally safe distance during epidemic season Many salons are equipped with modern elevators, which are convenient such as commercial centers.
Figure 4.42: Space layout of 30Shine The lockers help customers can store their belongings and feel secure to do their hair.
To fulfill the demands of clients looking for information, 30Shine has created its own website, Facebook page, and even a mobile app to offer customers with comprehensive information about the 30Shine brand Customers can also find out the location of each 30Shine branch, whether it is available or not, which branch is nearest to them, and other useful information via the website or app.
Downloaded by TOM TIT (tomboy1@gmail.com)
The app's redesigned UI is user-friendly, making it simple for users to find the closest address, deals, or parking spot Instead of relying solely on staff, users may now get a wide range of services over the internet Customers may opt to utilize more free services on the app, such as nail file, eyebrow shave, and so on.
Figure 4.43: app booking of 30Shine
There are stalls of cosmetics and waxes here that are all high-class, genuine imported products so that customers can choose to take care of their hair.
Figure 4.44: product area at 30Shine
Providing high-speed WIFI, free drinking water, snacks while customers are waiting.
Figure 4.45: waiting area at 30Shine
- Parking lot: Customers can park their cars at each store parking lot Customers will feel safe visiting 30Shine because they will be served by professional security guards
Figure 4.46: Parking lot at 30Shine 58
Downloaded by TOM TIT (tomboy1@gmail.com)
The design of high ceilings, open space, no partitions create an open and airy space that help customers not be annoyed by the smell of dyes, straighteners, etc.
+ The lighting system is designed with a reasonable layout that ensures enough light for the working process.
+ Arrangement of working position: logical, convenient for customers to move from washing hair to cutting hair 30Shine want to bring comfort and optimize the process of using the service. 30Shine has arranged the furniture according to the 7-step process of the service which 30Shine provides
+ The design of the barbershop space and the waiting space for customers are very clean and beautiful The interior is modern to create a feeling of relaxation and enjoyment for customers whether they are using the service or waiting for cutting their hair 30Shine even prepares soft drinks and the staff will personally pour them for customers while they are waiting.
A meticulously planned layout and strategic organization of equipment are fundamental pillars that underpin the seamless operations and high-quality service delivery at 30Shine salons These factors contribute significantly to the professional ambiance experienced by customers when they visit, fostering trust and confidence in the establishment's expertise and commitment to customer satisfaction.
Figure 4.48: The design of the barbershop space and the waiting space
- Signage : The major color tones are white and black, and the design is elegant.
- 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.
Downloaded by TOM TIT (tomboy1@gmail.com)
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
- 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
30Shine's design featuring a generous faỗade has strong embodiment of masculine essence for men The geometric lines are arranged scientifically.
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.
Downloaded by TOM TIT (tomboy1@gmail.com)
EVALUATION & RECOMMENDATION
Evaluation
30Shine puts a great effort to diversify its core products and upplementary services as much as possible, they not only provide hair care services.
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
- Short, direct distribution channels The form of customers to the point of service.
With a vast network of salons in key urban hubs nationwide, 30Shine offers unparalleled convenience Strategically situated in prominent locations, the salons boast impressive facades that make them easily accessible and visible to potential customers, facilitating seamless salon selection for guests.
- 30Shine's distribution channel has no intermediaries.
In today's competitive hair care market, salons are implementing the strategic approach of offering products for sale This tactic not only supports brand promotion but also attracts new customers However, mastering this technique and executing it as flawlessly as the renowned 30Shine salon is a challenge that not all companies can overcome.
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.
- 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.
- Print: 30Shine always knows how to take advantage of the space of the salon so that customers always see images of 30Shine.
30Shine's advertising strategy excels in utilizing the vast reach of the internet The brand maintains a strong online presence across major platforms, ensuring that its content, imagery, and videos are easily accessible to potential customers This ubiquitous accessibility fosters brand awareness, extending 30Shine's recognition even beyond its target audience, as evidenced by the widespread knowledge of this men's haircut chain among women.
- 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.
- 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.
Downloaded by TOM TIT (tomboy1@gmail.com)
- 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.
- Prize promotion: 30Shine captures times of the year such as holidays and trends to offer promotions Thanks to that, 30Shine always attracts many men.
- 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.
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 do 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.
At 30Shine, customer care is paramount, driving all aspects of their operations They recognize that attentive listening is crucial to meeting evolving customer expectations and delivering exceptional experiences By establishing a robust feedback mechanism, 30Shine seeks to gather customer insights, enabling them to continuously enhance their service offerings and maintain their position as an industry leader.
- 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 orally, which can be reviewed many times Thereby creating convenience for customers and efficient customer service process of 30Shine.
Recommendation
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 do 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.
Enhancing the customer base for 30Shine requires strategic pricing adjustments By implementing competitive pricing policies and elevating service quality, 30Shine can attract a wider audience Additionally, tailored price combos for students would provide an accessible entry point for them to experience the company's services This multifaceted approach would not only bolster customer satisfaction but also significantly increase the number of patrons for 30Shine.
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 do not have any Salon (District 8, District 3).
Downloaded by TOM TIT (tomboy1@gmail.com)
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.
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.
- 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.
To enhance security, decentralize employee privileges, and implement robust management protocols, 30Shine required a secure system Cloud computing technology played a crucial role in managing sensitive data, ensuring system stability, and enabling automatic scaling during peak usage It equipped 30Shine to handle the influx of customers from its expanding network of stores effectively.
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.
- 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.
Downloaded by TOM TIT (tomboy1@gmail.com)
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
+ 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: PersonalCommunications, Advertising, Sales Promotion, Publicity & Public Relations, …
- 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.
Downloaded by TOM TIT (tomboy1@gmail.com)
Christopher Lovelock & Jochen Wirtz – Services Marketing (People, Technology, Strategy) Seventh Edition.