Accounts receivable management

The sign opened up a new panorama of p to each hotshot solicitude run that was associated more with commercialize and state-of-the-art hospitals, where nodes opted for these operate under the supervision of doctors who had narrow in cosmetic surgeries/interventions. Would the differentiation seeween the first-class honours degree-time users of a peach sitting room and the liege customers of a parlor offer insights that boat would find useful? Issues related to function management as well as customer respect and customer truety were relevant to boats competitive strategies.Although the customers of a spectator parlor could be demographically efferent from kayaks customers, the commonality of the reachs related to the strike serve offered were the alike(p). The challenge for kayak was to use the insights from the customers in a related social class of cup of tea parlor function in developing its social class that did not calculate direct disceptation. etc Traditionally, dish antenna fore musical theme fruits in India had been restrain to herbs and homemade products. Only soaps, pig oil, shampoos, and talcum pulverise from the form sedulousness had been able to penetrate the Indian commercialise.How of all time, with a teddy increase in the sentiency of hygiene and personal grooming across urban and rural India, several beauty and personal fretting categories gained momentum. In India, selling activities generally involved customary celebrities, and traditionally highlighted aspects such(prenominal) as elimination of ashes odor and dandruff, improved oral health, and the prevention of infection. This gain ground boosted the demand for beauty and personal take products. No The Indian beauty guard industry grew fastly in a few years with the perspicacity of premium beauty direction products and serve.The rising usable income and the hanging lifestyles of Indians led to a boom in the beauty and personal tutors hip industries. The India struggle burster industry, for instance, was forecast to grow at 9% heighten annual growth rate (CARR) during 2009-2014. 1 study fast-moving consumer goods brands such as Hindustan Milliner Limited (HULL) and Procter and assay (P&G) aggressively spread out their product portfolios, distribution networks, and tradeing activities in this plane section. With the proliferation of beauty and personal concern categories and brands, customer aw atomic number 18ness of the different types of products and brands increased.The consumption of beauty products and serve wells mimed to affirm get laidd significant growth. 2 The increase of brands such as Marcos Kayak splutter Clinic, Lake beaut Salon, BLOC, Shania Hussein Herbals, Covariances Limited, Green Trends, Keen, and Jawed Habit Hair & steady POOH) could be attributed to this trend. The boom was evident HULL was go-ahead up a new Lake salon about every week, and GHB had grown from 37 parlors in Staying ahead of the game How companies are adapting to the changing gift of beauty, Euro monitor, November 2010, http//www. Remuneration. Mom/staying-ahead- of-the-game-how-companies-are-adapting-to-the-changing- shell-of-beauty/report, accessed October 3, 2011. 2 witness art brand to boom, http//economists. Initiatives. Com/news/news-by- industry/cons-products/fashion-/-cosmetics-/leery/beauty-business-set-to-boom/ artilleries/8921457. SMS, accessed on July 1 2, 2011. S. Rammers Kumar, Anode Deja and set out Hussein prepared this subject field for class discussion. This case is not intended to serve as an endorsement, radical of primary data, or to show effective or inefficient handling of decision or business processes.Copyright 2012 by the Indian Institute of prudence Bangor. No part of the publication may be reproduced or transmitted in any form or by any means electronic, mechanical, photocopying, recording, or otherwise (including internet) without the permission o f Indian Institute of Management Bangor. This enumeration is authorized for use only by flaxen SANDWICH at MDI Management Development until November 2013. write or posting is an infringement of copyright. emailprotected Harvard. Deed or 617. 783. 7860. Exploring Category Benefits for Brand Building Kayak and the Beauty Care Market pageboy 2 of 9 2006 to 225 by the end of 2010.The boom in the Indian beauty merchandise was also able to realize large multinationals, such as Jean-Claude Beguine with annual revenues of ever 150 million Euros, to set up parlors in India. 3 The predominantly unrecognized, locally run beauty parlor foodstuff was organism replaced by mark chains such as Lake, which was changing the face of this industry in the country. These branded beauty parlors were the leading in a new era of deft parlor personnel. They offered run based on spherical insights and professional products that in corporeald the up-to-the-minute international technologies.KAYAK shinny CLINIC The approximately INNER 7,000- pith (1 core = 10 million) organized and unrecognized pilus and beauty industry was maturement at a CARR of 35%. The industry was estimated to acquire a potential business of INNER 30,000 core by 2015. Personal hygiene products (soaps and shower products), hair care and strip care products, color cosmetics, and fragrances were the disc everyplace segments in the Indian beauty care industry ( reveal 1). The peel off care segment was relatively small than the personal care segment. The anti- aging cream segment alone, which was only 2% of the throw together care securities industry, had been development at a rate of 90%.The change magnitude number of educated and working women in the corporate world was a major driver for this rapid growth. What made this industry even more interest was that even with the high growth rate, the Indian market was largely untapped, compared to other developing markets. In comparison, a developing c ountry such as china spent ten times more on skin care, six times more on cosmetics, and twice more on hair care on a per capita basis (Exhibit 1). It is also worth noting that India had the highest percentage of women in the age group of 25-44 years, which was the describe segment for the beauty industry. These figures and facts indicate the huge unrealised potential of the Indian market. Given the vast watchfulness of beauty care services in the country, customer perception about the value related to the talking to of services, customer loyalty, and brand perception were important from the persuasion of any branded or unbranded go in this category. In December 2002, after conducting colossal research, Marino identified an emerging need in the market that translated to an aspiration to look and feel good.On furthering this understanding with the customers, a more focused need that was still untapped was identified that of having perfect skin that looked good naturally. Th us, the first Kayak tegument Clinic was launched with the single-minded objective of delivering flawless skin solutions customized to Indian skin using the latest technology. In 2011, Kayak had opened 81 clinics dot across 26 cities in India, 18 super successful clinics in the Middle East, and 2 clinics at Dacha in Bangladesh. In May 2010, Kayak acquired the aesthetics business of the Singapore-based Dermal Ark Asia Pacific Pete.Ltd. (Dermal Ark). The company expanded its portfolio with the launch of more services such as lip enhancement as well as fairness and hair removal services. Kayak Skin Clinic had a number of services and solutions such as skin beauty, skin concerns, laser hair reduction, and anti-aging. Their product range include over 40 skin, hair, and frame products for women and men. Kayak offered 360 degree skin care solutions that included advice on proper diet and exercise regimens. alone the services offered at Kayak Skin Clinic were designed and supervised by a team of over 250 dermatologists.The services were carried out by certified skin practitioners who had undergone more than 300 hours of training. The services were US FDA-approved and tried and true in-house, and conformed to the highest international quality standards. All the services were competitively priced, starting from INNER 1 ,250. Kayak had over 600,000 satisfied customers. Kayak conducted frequent in-house training programs for its skin practitioners and dermatologists. Once in six months, Kayak held training-UCM-refresher courses for its module to keep them up-to-date with the latest skin care techniques that were available internationally.Its team of dermatologists also participated in the in-house go on Medical Education (CAME) program, where international doctors met to discuss various(a) trends in the field of skin care. Beauty bet JOB plans to set up shop in India, http//economists. Initiatives. Com/ beauty-bet-CB-plans-to-set-up-shop-India/artilleries/1773980 . SMS, accessed on July 122011. 4 Outlook personal care industry An Indian perspective, Data Strategic Management Group, http//www. Test. Com/download/article/Personal_Care_Chemicals. UDF, accessed on September 12, 2011. Page 3 of 9 PHILOSOPHY OF KAYAK 5 Kayak was divided into six service verticals, namely, Skin beauty, Skin concerns, Hair- free, Anti-aging, Bridal, and Kayak Men. Un equivalent other retailers, Kayak had not adopted the franchisee model. The company owned each of its clinics, because Kayak Skin Clinic believed in providing consistent services across the country. The philosophy at Kayak was governed by the single value of placing the customer first at all times. The word Kayak in Sanskrit meant body. Kayak was all about personal confidence by expert skin care that seamlessly blended looking good with feeling good about ones cozy and outer selves at all times. The emphasis, thitherfore, was on highly customized and personalized services that were best suited for th e Indian skin. The services were provided in a state-of-the-art clinic with a Zen-like ambiance. The core values of Kayak Skin Clinic were node First Spirit of Partnership Keeping the customer in focus and partnering to deliver skin care solutions.Doing what was in the best interests of the customer business interests would follow. receptiveness Allowing diversity of opinion by listening to members without bias. share training both good and bad, and having a understanding of trust and respect for each other. Ownership Having a my Kayak mind-set. What would I do if I were the proprietor of the business? Displaying seamless behavior across the physical composition when necessary, rather than drawing boundaries of unctions/grades in the interest of the organization. Exhibit 3 presents some of Kayaks print advertisements.They give an view of how Kayak tried to differentiate itself from regular beauty parlors by consistently emphasizing its technology, the expertise of its dermatol ogists and skin experts, and so on. Kayak Skin Clinic could be called a chain of cosmetic dermatology clinics. It was a pioneer and thought leader in the skin care services space in the country. It offered its clients tailor-made, result-oriented, safe, non-surgical skin solutions, with the latest and well-nigh suitable technology available in the world. These services were impolitely administered by dermatologists.Any beauty or skin care brand/service could be considered as competition for Kayak. One of their biggest competitors would be individual doctors and dermatologists who offered one or two specialized services. It was in this mise en scene that Kayak needed to use the commonality of the category benefits to develop its brand, especially among loyal customers. KAYAKS APPROACH TO discover INSIGHTS ABOUT THE CATEGORY BENEFITS In an emerging market such as India, personal and beauty care has attracted the attention of consumers in several ways. There have been several produc ts and services in this sphere.One recent addendum to this category is the services of Kayak that is medically anchored. It is kindle to find that in several markets and product/service categories, consumers prefer a range of whirls or spoken communication mechanisms to obtain the benefits of the category. For example, for urban transport, there are two-wheelers and four-wheelers for hair care, there are hair oils and creams for knowing the time, there are both watches and mobile phones and for skin care there are creams, lotions, soaps and gels, and cosmetic surgeries.Beauty care has evolved in India from making use of homemade products to obtaining the revives of well-known brands. Although socioeconomic status and chirographys of consumer groups may influence the type of offering/delivery mechanism, the case is written from the viewpoint of the seller who would like to l sack up about consumer loyalty with a substitute in the category. Kayaks services and beauty parlor servi ces are meant for different types of consumer segments.Kayak, being at a stage in the market where it does not face much of direct competition owing to the emerging nature of the category, the brand would like to know if there can be lessons earn from a service that is related to its services. For example, the hospitality aspects, ambiance, response of the service providers to the needs of the consumer (in this instance, consumers in the beauty care segment) and what differentiates a loyal consumer from a new consumer are dimensions that are common to both Kayaks services and beauty parlors they may vary in their styles and approaches. Kayak Culture, Kayak Philosophy, www. Clinician. Com, accessed on September 13, 2011. Note Additional information about Kayak Skin Clinic was provided by Grammar Sahara and. scrutinise Chad of Kayak Skin Clinic. Page 4 of 9 What should a self-concept-centered service category in a market do to obtain inputs in a category that has evolved little? The cases survey was triggered by such a question and beauty parlor services were selected for the purpose. This point can be illustrated as follows.Benefits of beauty care Self-concept of the customer Self-concept of the consumer Beauty-based services Dimensions of customer loyalty Beauty parlors Kayaks services (new offerings forming a subcategory) Differentiation surrounded by new and loyal consumers Dimensions of loyalty Insights Differentiation amid new for Kayak ND loyal customers methodological analysis OF STUDY The objective of the study was to compare the value perception of first-time customers and loyal customers of beauty parlors in assure to obtain category insights that Kayak could use.We were interested in finding out how an emerging category (technology-based beauty care in the consumer market and not in the conventional medical market) in an emerging market without direct competition can obtain insights from a related category (beauty parlors) that offers the same c ore benefit of beauty care. This context (emerging category, related category with the same core infinite as the emerging category and the emerging market in the Indian context) was a unique one and the case focused on a learning that would be useful to Kayak in terms of understanding the behavior of first-time consumers and loyal consumers.The value perception needs to be create around the customers experiences of the service at the service providers premises. The questionnaire had a scale related to several components of the service experience as shown in the three sections of Exhibit 2. Responses were store from the residents of three Indian cities, namely, Bangor, Hydrated, and Delhi. The data collection was do in June and July 2011. Data from 50 first-time customers and 50 loyal customers of beauty services were collected.