LETTER OF TRANSMITTAL.

25TH July-2011 Ms.Midhat Masood, Course Instructor, Iqra University.

Dear Madam, This is the final project report based on the LAUNCHING OF A PRODUCT/SERVICE that was assigned to us. It is being submitted to you on July 25th 2011. The report has been prepared keeping in mind the topic that was the product launch.

________________ Sarah Siddique.

_________________ Erum Yameen.

_______________ Faiq Bin Farooq.

_________________ M. Zafar Iqbal.

_________________ Oseeb-ur-Rehman.

_________ Fateh Muhammad Shah.

ACKNOWLEDGEMENT.
We would like to thank Almighty Allah for giving us the strength to complete this research project. We would like to thank to our course facilitator, Ms.Midhat Masood, for giving us such a useful assignment. And finally, we wish to thank all those people who have helped us in different ways for the completion of this project; without their help, the report would not have been in this presentable form.

Table of Content:

Synopsis:
Baby clipper is launching Baby groomer in the market. Baby groomer is a hair salon and spa only for kids from 1-12 years. The name signifies that this salon and spa is for kids only. As we are launching this product in Karachi for the first time. The target market that we have selected are the kids from 1-12 years, the education background is optimal. We have carefully studied and ensured that the products we will use in the salon and spa are not hazardous and we will provide hygienic and friendly environment to the kids and their guardians. Our marketing strategy is planned with respect to characteristics of the Pakistani society. Especial attention was given to the factor that we are not violating any political and legal, social and cultural rules and regulations. All the 4 Ps (product, price, place and promotion) have been effectively dealt with. Our price is set according to market rate which covers our cost and we have kept an optimal profit. We are opening our salon in Zamzama. Our advertising strategy includes two phases in which we are going to advertise our product using every possible instrument, in order to reach each and every person of our targeted population. As our hair salon is a complete new innovation there are no direct competitors. So we have a significant competitor advantage. This will give us monopoly in the market.

HAIR SALON AND SPA DESIGN:

Mission Statement:
Styling and massaging with entertainment.

CUSTOMER MARKET:
1. Geographic dispersion: Urban
Geographic dispersion for our services is urban, because people from rural areas are not worried about their kids styling nor can they afford it. Mostly people belonging from urban areas are worried about their looks, style and fashion.
2.

Family life cycles: Families with kids

We are launching this salon and spa only for kids. This service is for all those families in which there are kids from 1-12 years old.

3. Social stratification: the upper middle class and above

The social stratification which we have taken is upper middle class and above. Because mostly people from upper middle class and above are worried about their childrens look and they can afford.

4. Age group: The youth.

DEMOGRAPHIC
Demographics concern the measurement of the population. Demographic segmentation involves dividing the market into groups based on demographic variables such as: AGE GENDER INCOME OCCUPATION FAMILY SIZE RACE RELIGION The demographic segmentation for Baby groomer is as follows:

AGE: While looking at macro environment, the population of Pakistan is increasing rapidly
and most of the people are youngsters. There are many kids in Karachi and most of the Karachiites wants trendy look.

GENDER: Baby groomer is a unisex salon as all the kids need hair cuts once in a while or
within a month or two.

INCOME
In current times the Pakistani economy is facing recession and there is a high probability of decrease in income and now customers will be more income-sensitive. So we have priced our services according to the current situation and it is affordable for our target market.

OCCUPATION
Our services are for hair and spa related only for kids. In our society mostly women look after kids and they are the one responsible for kids grooming clothing and styling. So mostly mothers are our target market.

RACE AND RELIGION:

we have no specifications regarding this as our services available for all kids.

ECONOMIC
Economics plays a considerable role for our services. Although everyone needs a cut or trimming for hairs once in a while, they will evaluate our prices and compare it with others prices.

CULTURAL
Mostly Karachiites are style conscious and people from upper middle class and above stratification want their children to be presentable in front of everyone.

TECHNOLOGICAL
For our salon and spa services we need to have modern hair dryers with latest features and other equipments that make our work more efficient.

CONSUMER BEHAVIOR:
FACTORS AFFECTING BUYING BEHAVIOR OF THEIR CONSUMERS:

CULTURAL FACTORS:
There can be no cultural factor involve in the consumer behavior or affecting it.

SOCIAL CLASS:
The Upper- Upper, Lower Upper, upper Middle.

SOCIAL FACTORS:
The products that will be used will be hygienic, pure & of halal ingredients that would not be harmful to the childs skin.

PERSONAL FACTORS:
AGE & LIFECYCLE: Its for the kids & the young ones. OCCUPATION: Business personals, professionals, ECONOMIC SITUATION: It does not have direct effect on our services or saloon. LIFESTYLE: Formal & Casual. PERSONALITY & SELF-CONCEPT: High class, trendy, stylish, classy, sophisticated personalities.

COMPETITIVE ADVANTAGE:
We do not have any such saloon in Pakistan for kids providing the services apart from cuttings only as we do for kids as we say; WE MAKE YOUR CHILD LOOK MORE SPECIAL & STYLISH.

SWOT Analysis:
Strengths:
Innovative idea No direct competitors Expert hair stylists for kids We have bar facility in our salon Offering entertainment for children

Weakness:
A new name in the market that doesnt have any exposure in Karachi. Less good will Comparatively lesser market share

Threats:
Due to current economic conditions and load-shedding our customer may face some inconvenience Peace instability of Karachi. We dont have any direct competitor currently but we might have competitor in the future.

Opportunities:
There is no hair salon and spa for kids in Karachi. There is no direct competitor in the market.

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PRODUCT:
Consumer Product:
It is basically a service oriented baby grooming Spa.

Specialty Product:
It has unique characteristic that this idea has never been launched by any one in Pakistan. The consumers and potential buyers would be willing to make extra efforts to utilize this new service for their kids. Product Mix or Product Portfolio: This baby grooming Spa consists of three major service lines; Product Mix width carries three different service lines, hair care, massaging and manicure pedicures Product Mix Length contains more than 5 best services Furthermore as far as product mix depth is concerned; we have variety of services that we are introducing. We are coming up with best ambiance and comfort variety of service, keeping in mind our target market and their lifestyles. We are coming up with the idea that will enhance the image of the market we are focusing and at the same time will provide them with the best comfort.

PRODUCT MIX CONSISTENCY:

Which shows how all services line we are providing, closely relates in different aspects? Our service lines are consistent in a way that each service line offer best comfort for your baby. But in the consistent way that each service line has completely different experience for the consumers.

Product Line:
In the line of Massages we are coming up with 3 more innovative features, that is, Aroma Herbal Oil In the line of cute Hair Cuts further unique ideas are there

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 Party Cuts Baby cuts Baby finches Trendy cuts In the line of styling most trendy looks are coming up Pin stylings Spikes Trendy stylings In the line of Bath (Shampooing) we are having an idea of No more tears Aromatic shampooing In the line of Babys Pedi and Manicure services, now includes two more innovative ideas Nail cuts Nail printing

PRODUCT QUALITY:
We use TOTAL QUALITY MANAGEMENT in our Spa to provide the best quality. We are working harder to deliver consistent quality in performance. Well deliver the best comforting and softening services for which consumers are paying to us. All products used during services would not be harmful for babys sensitive skin. Services feature: COMFORT, having two most comforting services in this service line that is, Massages, Babys manicure and pedicure BABY CARE, having further two best services of our Spa. That is Cute hair Cuts and Stylings AQUA TREAT, one most promising service is included in this service line is Babys Baths. Our Spas services will remain same in all the branches we will open further in any part of the World.

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