PROJECT ON SITUATIONAL ANALYSIS

FOR OPENING A BEAUTY PARLOR

By: Devika Singh

Isha Kapoor

ACKNOWLEDGEMENT

We are very thankful to Mrs. Simrat Gulati for giving us this project we also thank her for

guiding us throughout the project. We would also like to thank our families and friend who co-

operated us and gave us their support throughout the assignment.

CERTIFICATE

This to certify that Isha Kapoor and Devika Singh have successfully completed the project

assigned to them and has duly submitted the project. Their performance during the project has

been satisfactory.

Mrs. Simrat Gulati

INDEX:

Objective of the project.

Analysis of current market situation.

Competitor analysis.

Local people profile.

Analysis of product to be launched.

Promotional activities to be undertaken.

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OBJECTIVE OF THE PROJECT

The objective of this project is to do situational analysis for opening a beauty parlor for middle

class women in Ratu road, Ranchi. This situational analysis would include assessment of:

Current market situation.

Competitors

Local people profile

Based on all these assessment features of product to be developed will be decided and hence we

will formulate the promotional activities which will be undertaken to promote the beauty parlour

in Ranchi.

ANALYSIS OF CURRENT MARKET

SITUATION

Beauty parlors have extensive market in India and this statement is well proved by their presence

in large numbers in all the Indian cities and towns. Every woman wants to look beautiful and this

basic fact has given rise to the need of beauty parlours. Whether it is rural India or urban, beauty

parlors can be found everywhere.

In Ranchi like every other Indian city beauty parlors can be found at every nook and corner.

Hence to decide which is the best or preferred most by consumers is a difficult task. Even if we

segment the market and analyze only those beauty parlours which cater to middle class women

in particular area like Ratu road of Ranchi we find many parlours competing to be the best.

Therefore to decide the best beauty parlours in Ratu road we questioned 10 middle class women

in area about their preferences regarding beauty parlours and assessed their answers to decide

which the two best beauty parlours in Ratu road are. This helped us to know about consumer

preferences and why they liked a particular parlour. One important thing which we came to know

while analyzing the market situation of beauty parlours in Ranchi was that there is huge

competition among various beauty parlours capture the market. Arrival of brands like Javed

Habib’s, Kaya, Shahnaz, in Ranchi has increased the competition. Regular beauty parlours to

compete with these brands have increased their standards and are now paying more emphasis on

service.

QUESTIONAIRE

1. Do you visit beauty parlour in your locality or outside the locality?

In locality Ouitside locality

2. Do you always visit the same beauty parlour?

Yes No

3. Which beauty parlour you go to? Mention if you go to more than one parlour.

4. Why do you prefer this particular beauty parlour?

Prices are affordable

Convenient location

Because its old and credible

Is very trendy

5. Are you satisfied with services being provided to you here?

Yes No

6. If ‘No’ then what changes do you think should be brought to satisfy you?

NAME: _______________________________________________________

AGE: _________________________________________________________

OCCUPATION: ________________________________________________

EVALUATION OF RESULTS

In answer to our first whether these women visited beauty parlours outside the locality or inside

the locality about 80% said outside locality and 20% said inside locality. This response of

women showed us that women prefer to visit beauty parlours whose location is convenient to

them.

In answer to our third question about their preferences of beauty parlours about 50% said they

preferred Venus 30% said they preferred Diana and rest 30% went to other beauty parlours.

COMPETITOR ANALYSIS

After evaluating the first and third question results we found that Venus and Diana were the two

most preferred beauty parlours in Ratu road so we further analyzed them to know their strengths.

Venus Beauty Parlour

Venus beauty parlour is situated in Ratu road. Also it’s one of the oldest beauty parlours in the

area and this fact accounts for customer’s loyalty towards Venus beauty parlour.

PRICE LIST

Threading -

Eyebrows : Rs.20.00

Fore Head : Rs.5.00

Waxing –

Full Arm : Rs.100.00

Half leg : Rs.100.00

Under Arms: Rs.50.00

Bleaching –

Full Body : Rs.1500.00

Face : Rs.100.00

Cleansing : Rs. 150.00

Facial –

Mini Facial : Rs.200.00

Shahnaz Facial : Rs.125.00

Anti Tan Facial : Rs.850.00

Anti Aging Facial : Rs.1250.00

Hair colouring-

Natural (lengthwise)-Rs.80.00, 100.00

Hair cut-

U Cut : Rs.50.00

Razor : Rs.100.00

Layering : Rs.120.00

Feather : Rs.120.00

Combination : Rs.150.00

Bridal Make-up: Rs.2500.00

Products used by Venus beauty parlour

Venus beauty parlour uses products of VLCC, Avon, Oriflame, Habib’s, Marikay, Aroma Magic,

Shahnaz for make-up, facial, bleaching, cleansing etc.

Diana Beauty Parlour

Price List:

Threading-

Eyebrows: Rs.20.00

Upper Lips: Rs.05.00

Fore Head: Rs.03.00

Facial Nature’s-

Simple: Rs.250.00

Gold Facial: Rs.500.00

Facial Shahnaz-

Simple: Rs.250.00

Gold: Rs.800.00

Waxing-

Full Hand: Rs.70.00

Full Leg: Rs.120.00

Hair Cut-

Razor cut: Rs.60.00

Step Cut: Rs.60.00

Razor+Step: Rs.80.00

Diana beauty parlour uses brands like Aroma Magic, VLCC, Amway, Oriflame, and Shahnaz.

CONSUMER ANALYSIS

To analyze the consumer behavior we further questioned women and asked them reason for their

preferences.

In answer to our second question whether they often always visited the same beauty parlour

about 72% said Yes and 28% said No. This fact made us clear that most women don’t want to

experiment in case of their beauty parlours and rather stick to one.

In answer to our fourth question that which factor was responsible for their choice of parlours

40% women said that they preferred a particular because its location was convenient, 40% said

that they chose it because price was convenient and 20% chose that particular beauty parlour

because it was old and credible.

LOCAL PEOPLE PROFILE

Geographic location: Ratu road, Ranchi, Jharkhand

Gender: Female

Education: well educated mostly graduates

Occupation: most women are housewives but some are engaged in professions like

teaching, nursing etc.

Family Income: people residing in Ratu road are mostly middle class so they fall in

middle income group.

Shopping habits: they buy after much analysis.

Media habits: they are mostly more prone to word of mouth.

CONCLUSIONS FROM COMPETITOR ANALYSIS

AND

CONSUMER ANALYSIS

Consumer response showed that women are not very eager to try new beauty parlours and

rather stick to old ones.

This fact was supported by popularity of Venus in Ratu road which is one of the oldest

beauty parlours of Ratu road.

Despite credibility factor price is another important factor involved in consumer’s choice

of beauty parlour and this explains about the success of Diana.

Location also matters because beauty parlours on convenient locations or which are in

their locality are preferred by women.

About 30% women were not satisfied from their beauty parlours and wanted services like

skin treatment, hair treatment, and hair colouring also to be provided in their respective

beauty parlours.

FEATURES OF PRODUCT TO BE DEVELOPED

1. Suggested name of beauty parlour :

The suggested name for beauty parlour is “Tashpa.”

2. Location of the beauty parlour :

The suggested location for beauty parlour is Ratu road as it is the most convenient

location. Also our analysis has made it clear that location plays a very important role in

choice of beauty parlours by consumers.

3. Services to be provided :

Along with the regular services which are provided in beauty parlours like hair cut,

threading, facial, cleansing, waxing, bleaching, bridal make-up, mehndi , hair coluring

other facilities will also be provided like-

Aroma therapy: Essential oils, the pure essence of a plant, have been found to provide both psychological and physical benefits when used correctly and safely. The Essential Oil Profiles area details over 90 essential oils. Absolute, CO2s and Hydrosols are also commonly utilized in aromatherapy. Although essential oils, CO2 extracts and absolutes are distilled by different methods, the term essential oil is sometimes used as a blanket term to include all natural, aromatic, volatile, plant oils including CO2s and absolute..In addition to essential oils, aromatherapy encourages the use of other complementary natural ingredients including cold pressed vegetable oils, jojoba (a liquid wax), hydrosols, herbs, milk powders, sea salts, sugars (an exfoliant), clays and muds. Products that include synthetic ingredients are frowned upon in holistic aromatherapy. It is important to note that perfume oils also known as fragrance oils (and usually listed as "fragrance" on an ingredient label) are not the same as essential oils. Fragrance oils and perfume oils contain synthetic chemicals and do not provide the therapeutic benefits of essential oils.

Skin treatment: various types of skin like sensitive skin, oily skin, normal skin are treated differently for acne skin diseases etc.

Hair treatment: treatment for hair problems like dandruff, hair loss, split ends

etc. are provided.

4. Brands to be used :

Emphasis will be laid on use of herbal products of brands like Biotech, Natures etc.

5. Prices :

Prices play an important role in attracting customers. To compete with other beauty

parlours our beauty parlour will have to keep our prices low. Price list is given in the next

page.

PRICE LIST OF TASHPA

Threading-

Eyebrows: Rs.15.00

Forehead: Rs.5.00

Upper lips: Rs5.00

Haircut-

Trim: Rs.30.00

U-cut: Rs.40.00

Step cut: Rs.55.00

Razor cut: Rs.55.00

Feather cut: Rs.70.00

Layering: Rs.80.00

Combination: Rs.100.00

Hair styling-

Long hair: Rs70.00

Short hair: Rs 50.00

Hair colouring-

Full hair: Rs.500

Streaks: Rs.200

Facial:

Cleansing: Rs.140

Simple: Rs.230.00

Gold: Rs.750

Anti tan: Rs.800.00

Anti Aging: Rs.1200.00

Bleaching

Full body: Rs.140.00

Face- gold: Rs.100.00

Oxy –bleach: Rs.120.00

Jolen bleach: Rs.100.00

Fruit bleach: Rs.100.00

Aroma therapy-

Normal skin: Rs.550.00

Dry skin: Rs.850.00

Sensitive skin: Rs.650.00

Oily skin : Rs.650.00

Treatment

Skin treatment: Rs.1200

Hair treatment: Rs.800

Mehndi-

One hand: Rs.50.00

Two hands: Rs.100.00

Full hand (single):Rs.100.00

Full hand (both): Rs.200.00

Make-up

Simple: Rs.500.00

Bridal: Rs.2000.00

Pedicure: Rs.80.00

Manicure: Rs.70.00

PROMOTINAL ACTIVITIES

We have to promote the beauty parlour amongst middle class women of the Ratu road hence for

these following medium are applicable.

Print media: Advertisements can be given on supplements of newspapers like Hindustan

and Prabhat Khabar.

Electronic media: local channels like E TV, Jharkhand TV etc can also be used to

promote the beauty parlour among women.

Hoardings on market places can also be used to promote the beauty parlour.

Sales promotion schemes can also be utilized like providing customers discount coupons

on every visit.

Tie-ups with FM channels like Mantra, Big etc. Free make over, hair cut or make-up can

be provided to contest winners of shows on FM and in turn beauty parlour can be

promoted.