Phân tích Marketing Dịch vụ của chuỗi salon 30Shine
MINISTRY OF FINANCE UNIVERSITY OF FINANCE - MARKETING Class : 2021702052701 FINAL EXAM SUBJECT: MARKETING SERVICES ANALYZE MARKETING MIX 7P’S STRATEGY OF 30SHINE HAIRSALON Lecturer: Ninh Duc Cuc Nhat Ho Chi Minh City - 2021 I MINISTRY OF FINANCE UNIVERSITY OF FINANCE - MARKETING Class: 2021702052701 FINAL EXAM SUBJECT: MARKETING SERVICES ANALYZE MARKETING MIX 7P’S STRATEGY OF 30SHINE HAIRSALON Lecturer: Ninh Duc Cuc Nhat Leader: Doan Dieu Thao Tien Ho Chi Minh City - 2021 i GROUP MEMBERS NO Full name ID Phone Member’s group number work assessment Nguyễn Ngọc Quỳnh Anh 100% Lê Hà Phương 100% Nguyễn Hồng Thảo 100% Diệp Võ Anh Thư 100% Đoàn Diệu Thảo Tiên 100% Phạm Minh Thy Trúc 100% I EVALUATION OF LECTURER ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… II CONTENTS I INTRODUCTION 1.1 Mission 1.2 Vision 1.3 Core Value II MARKET & COMPETITORS ANALYSIS 2.1 Macro Environment 2.2 Micro Enviroment 2.3 Competitions 2.4 SWOT III TARGET CUSTOMERS ANALYSIS & POSITIONING STRATEGY 3.1 Segmentation 3.2 Target consumers 3.3 Positioning 10 IV MARKETING MIX 11 4.1 Product 11 4.2 Price 16 4.3 Place 20 4.4 Promotion 24 4.5 People 44 4.6 Process 48 4.7 Physical Evidence 51 V EVALUATION & RECOMMENDATION 60 5.1 Evaluation 60 5.2 Recommendation 64 CONCLUSION 68 REFERENCES 70 III I INTRODUCTION 30Shine, which was established in May 2015, is the most classy hair salon chain in Vietnam The modern men's haircut experience is not only about "cutting it short" but also enjoying the overall service for a shining handsome appearance and a refreshing spirit 30shines offers professional hair and face products and treatments, all wrapped up in a 30-minute scientific process at an incredibly affordable price Customers who come to 30 Shines get a unique haircut experience that they won't find anywhere else Users may possess the hair of top stars David Beckham and Cristiano Ronaldo for only 80,000VND, as well as receive a hair wash, acupressure massage, and high-tech face care from top stylists who will consult and develop the most appropriate hairdo 30Shine is the only place in Vietnam that provides a relaxing experience that allows you to alleviate tension and look good when you leave 30Shine’s slogan: "Relax 30 mins and you will shine" Customers perceive the brand's promise, and internal efforts are made every day to deliver that promise, which is also 30Shine's mission Figure 1.1: Logo and slogan of 30SHINE 1.1 Mission 30Shine believes and strives everyday to connect the skillful Vietnamese craftsmen with scientific technology in 30 minutes that they bring handsome hairstyles to global men Moreover, 30Shine helps men have healthy skin to attract ladies; Relaxing spirit to break through at work 1.2 Vision In 2020, reaching the scale of 300 salons in Vietnam and reaching out globally Participating in a number of other service industries that use many skillful Vietnamese workers 1.3 Core Value 30Shine’s employees own core values: - Being honest means thinking, speaking, and acting in the same way, as opposed to being dishonest At 30Shine, lying about money, time, or information is prohibited 30Shine will use all of its abilities and resources to identify and punish any types of deception, including enlisting the help of the authorities where necessary - The desire to learn is not to stop, to use our own time and effort to find out any problems that we are still wondering, not knowing The inquisitiveness also helps to never fall back from the continuous development of society - Service is Happiness that is always in a ready position, happy emotional state, excited with the best spirit and attitude when serving each customer II MARKET & COMPETITORS ANALYSIS 2.1 Macro Environment Demographic Environment According to Coresight Research, the Asia Pacific market is one of the regions where men groom and use cosmetic products the most About 32,850,534 men out of the total population of about 98.187,140 people in Vietnam in 2021 The male population 15-65 years old accounts for about 33.45% of the total population Huge market potential, large customers Businesses easily make profits Economic environment According to CNBC, men around the globe have begun to pay attention to beauty in many different shapes and ways According to Allied Market Research, the men's personal care industry is predicted to reach $166 billion by 2022 Last year alone, men's skin care products saw sales skyrocket more than 7% and with a portfolio now worth $122 million, according to market researcher NPD Group According to the Vietnam Business Council for Sustainable Development (VBCSD), the GDP growth rate is 6-8%/year, the per capita income increases by 14.2%/year, combined with the trend of caring for people Taking care of beauty, refining the appearance of Vietnamese people makes the demand for beauty care services for both men and women always keep a high growth rate Vietnam's GDP in 2020 will increase by 2.91%, although this is the lowest growth rate of the years in the period 2011-2020, but in the context of complicated developments of the Covid19 epidemic, negatively affecting all economic sectors For society, this is a great success for Vietnam with the growth rate in 2020 among the highest in the world In the general growth of the whole economy, the service sector increased by 2.34% The prolonged global Covid-19 pandemic will be the greatest risk; global trade tensions, leading to increased trade protectionism and financial risks that could be exacerbated by a prolonged pandemic Domestic consumption will continue to be low as household and business incomes decline, unemployment rises and more businesses close The target market has a lot of potential Willing to spend money to invest in body care services, especially beauty But besides that, we have to face the great impact of the covid pandemic Technological Environment The research and development of technology for enterprises in the 4.0 industrial era is being promoted rapidly The hair industry, if 5-10 years ago, was associated with sidewalks, tree stumps and pure barbers, now it has been upgraded to a clean and beautiful hair salon chain, the service is made according to standards, along with many 4.0 technologies to help control and operate more efficiently In addition, advanced technology Augmented Reality (augmented reality) is added to the process, to help customers choose the right hairstyle before cutting Create unlimited innovation opportunities for the service industry in general and men's haircuts in particular Political Legal Environment - Vietnam currently has a stable political background - The government has well-implemented security - investment - economic policies The country is stable, the internal peace of Vietnam creates an opportunity for businesses Social-Cultural Environment Vietnamese people are increasingly improving and developing towards modernization, acquiring education, learning new cultures, and trending In particular, men aged 15-65 are very concerned about their own appearance, especially hair because it grows very quickly, so the demand for convenient - fast - quality haircuts is very high Strong development potential of the hair cutting service industry in Vietnam Therefore, the 30Shine men's haircut chain will very well meet the tastes of today's consumers 2.2 Micro Enviroment Customers - Men's beauty trends are increasing - In 2018, 30Shine served more than million visitors In the first half of 2019, this number stood at 1.5 million - Within months since the plan to roll out the membership card, 30Shine had about 370,000 members - Notably, the average rate of customers returning to the salon is nearly 80% Even at some branches of 30Shine, the rate of returning customers is up to 90% Suppliers - Some brands provide products for 30Shine to ensure quality, genuine products: + Snp Acsys For Men + Nshine + Glanzen + Skin&Dr + Reuzel + The Plant Base - More than 200 consumer goods and more than 100 specialized products for hair care, skin care, underwear products, men's socks… All products supplied under the brands leading many people love to use and are guaranteed to adapt well to the people of Vietnam, without any side effects or affect health in the long-term use Publics - On the men's haircut market in Vietnam today, 30shine is an extremely famous and familiar name - By applying technology to its management process, 30Shine appears in the minds of customers as a large and extremely professional brand