Beauty Care by Marico - Kaya Skin Clinics

Details

Case Code : CLSM014
Publication date : 2005
Subject : Services Marketing
Industry : Beauty and wellness care
Length : 04 Pages
Price : Rs. 100

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Key words:

Kaya Skin Clinic (Kaya), Haircare, Healthcare products, Bhairavi Jaikishen, Parachute, Mediker, Saffola, Dermatologist, Skincare Treatment, Karen Anand, Franchise

Note

1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

 

Abstract:

Marico Industries, owner of popular brands like Parachute, Mediker and Saffola, has entered into the beauty care market through its chain of beauty salons called Kaya Skin Clinic (Kaya). Kaya's goal is to provide long-lasting and result-oriented non-surgical skincare treatment. The caselet discusses the range of services offered by Kaya and its pricing policies. It describes the efforts of the company to offer quality service to the customers and the future plans of Marico Industries for Kaya.

Issues:   » Beauty care services market in India.   » Managing physical evidence in beauty care services.   » Product development in beauty care services.   » Process design and implementation in services. Introduction Once an unorganized market mostly run by independent dermatologists and beauticians, Indian skincare treatment market is now attracting some of the leading personal care product manufacturers.

Marico Industries, owner of popular brands like Parachute, Mediker and Saffola, has entered into the beauty care market through its chain of beauty salons called Kaya Skin Clinic (Kaya) with 8 centers spread across India and 2 centers in Dubai. Kaya means 'body' or 'appearance' in Sanskrit. Kaya points out that a clear and flawless skin is the most attractive aspect of an individual's appearance and its clinics promise to enhance natural skin to make it look healthier, fresher, younger and more glowing...

Questions for Discussion:

1. Marico, a product manufacturer, has entered the services segment. What challenges will Marico face while marketing its services?

2. With independent dermatologists and small beauty salons chains dominating the beauty care industry, Kaya clinics will find it difficult to capture the customer mindshare and market share. What tangible elements do Kaya clinics use to differentiate their services from the competition?