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Subject category: Marketing
Published by:
Birla Institute of Management Technology (2016)
Length:
11 pages
Data source:
Field research

Abstract

330 billion US dollar global beauty industry is considered to be an industry which is easy to enter but hard to succeed at. Indian beauty and wellness market is expected to swell just double its size from INR412 billion in 2012-13 to 900 billion in 2017-18. Beauty and personal care are no more defined by the traditional parlours which have now transformed into spas and holistic fitness and wellness centers. The abundance of opportunities has opened doors for many to enter the market. An increase in number of players in this less organized and minimally regulated beauty industry has raised the demand of conceptualizing and implementing new and lesser conventional ways of promoting the business. Naturals Beauty Salon India Pvt Ltd, a Chennai based company, launched in 2000 as a small salon on Khader Nawaz Road, Chennai by C K Kumarvel and his wife Veena Kumarvel currently operates 390 beauty salons, and targets to increase the number up to 3,000 by 2020. The company started with an investment of INR20 lakhs, said 'no' to partnerships in 2009 and adopted franchise model which they claim to be their secret of success. Naturals Salons use Below the Line, BTL techniques (along with other strategies) for promoting their products and services as any other 'touch and feel product' prefers to do. This not only ensures brand recall and highlights the unique features promised to the customers but also fine tunes the whole marketing communication strategies to the local band width of the salon. This case explores challenges that Naturals Salon and Spa, situated in the New Delhi region of the country faced, while promoting their brand and services amidst fierce competition. The case also tries to highlight the new and unconventional ways that Naturals has conjured up at selected places at New Delhi and challenges that are in store for them. The case highlights, various BTL promotional activities of Naturals in selected salons of New Delhi while planning to meet the future challenges and confrontations in the market.

Topics

New and unconventional promotional activities; Above the line; Below the line Promotion
Location:
Size:
Large across the country
Other setting(s):
2015

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