Services Marketing Strategy

Final Project
Services Marketing Strategy

Submitted to

Professor Mohsin Altaf

Project by

Saher Maqsood L1F16MBAM0264

Hifza Rana L1F16MBAM0232

Daim Nazir L1F16MBAM0224

Suleman Arif L1F16MBAM0191

Waleed Barkat Ch L1F16MBAM0222

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Services Marketing Strategy

Submission Date

June 19th, 2019

Company Profile
Company Name
“Toni and Guy, North Pakistan”
Establishment
More than 50 years ago Tonni Mascolo started the salon with the name
“TONI&GUY”. In Pakistan, it was established on 4th May, 2009 with the
name of Toni and Guy North Pakistan.

Market Share

As Toni and Guy is the expensive brand. The market share is not so high.
Toni and Guy has only 10-15% of market share in salon.

Corporate Address
20-C-1 M.M Alam Road, Lahore, Pakistan.

Toni and Guy Company

Hierachy

CEO Chairman Seperate Owner For Front Line

Directors Manager
of Board Each Salon Employees

Toni and Guy Company Hierarchy

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Marketing Department Hierarchy

Marketing Department Hierachy

Marketing Director

Marketing City/State Head

Marketing Manager

Mission
“TO GROW THE BEST, MOST PROFITABLE AND MOST CREATIVE
HAIRDRESSING COMPANY ON THE PLANET, WHERE PEOPLE LOVE
TO WORK AND CLIENTS LOVE TO BE”.
Vision
Toni and Guy vision is “to expand the brand in the other cities of North
Pakistan.”
History
Toni Mascolo and brother Guy co-founded the first TONI&GUY salon in
1963 in Clapham, London, joined later by their two brothers Bruno and Anthony.
By the late 1990s, the company had grown from a single salon to over 100 in 20
countries worldwide.
Driven by their philosophy of pushing the boundaries of hairdressing and
delivering creativity, quality and consistency to every client, Toni and Guy
Mascolo were amongst the first to begin the franchising boom, with the first
franchised salon opening in Brighton in 1988.

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TONI&GUY has remained at the forefront of the hairdressing industry,

pioneering the professional hairdresser and exceeding all industry standards to
make expertise available on a global scale.
TONI&GUY launches a global trend-led collection every year directed by
Global Creative Director Sacha Mascolo-Tarbuck and created by the
International Artistic Team, who takes inspiration from fashion campaigns and
popular culture.
TONI&GUY has long been renowned as an innovator within the hair industry,
bridging the gap between high fashion and hairdressing. This is exemplified by
the brand’s sponsorship of London Fashion Week and London Fashion Weekend,
a partnership that began in September 2004. As the official sponsor of London
Fashion Week, TONI&GUY creates the hair for over 80 designer catwalk shows
each year, working with top designers including Giles Deacon, Jean-Pierre
Braganza, Pam Hogg and Tata Naka.
TONI&GUY was voted as a 'SuperBrand' for the seventh time in 2014 and
has also been voted as a 'CoolBrand' not once, but three times. TONI&GUY is
the FIRST EVER hairdressing company to receive both nominations.
TONI&GUY has over 420 salons in 42 countries worldwide, employing over
5000 people in the UK and a further 2000+ employees across the world!
Every year TONI&GUY holds a global gathering at an iconic London venue
where over 4000 staff from around the world are invited to the launch of its latest
hair collections, runway showcases, avant garde presentations and company
awards, including ‘Perfect Salon’.
In 2008, Toni Mascolo was awarded an honorary OBE for his services to
British Hairdressing and in 2009 he was awarded for his outstanding contribution
to charity by the Hair and Beauty Benevolent for his work with the TONI&GUY
Charitable Foundation.
The Golden Jubilee year showcased fifty years of educated excellence with
the launch of special activities, including CEO Toni Mascolo’s autobiography
and history book, London Fashion Week runway shows and exclusive designer
collaborations.

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2013 marks fifty years of this iconic British hairdressing Superbrand, which is
now the largest independent salon chain worldwide, offering the best in
innovative cutting, colour and styling.
Delivery of Services
In Toni and Guy, customer goes to the service rather than customer comes
to the service. The customer has to come to salon unless it is a shoot. There are
multiple sites where customer can get the services like in DHA, Johar Town and
Bahria Town. There is also an education center regarding the salon which is
located at MMalam Road, Gulberg.
Service Strategy
Toni and Guy ensure efficiency and speed in providing the services that may
be haircut, hair color, styling, toner, ombre, nail care etc.
Location Strategy:
Toni and guy has made the location strategy like they only open their
franchises in those area like DHA, Bahria and Johar Town where customer can
afford the prices.
Strategy Toni and GuyAdopted to Deliver Services Internationally:
Toni and Guy adopted the standard of training to deliver services
internationally.
Types of Franchises Toni and Guy Has:
Toni and Guy has special kind of franchise. They have the global standard
on which bases they franchise their company. The franchiser has to take the
training from Toni and Guy education center which is the standard training after
that company gives the franchise to that franchiser.
He describes the benefits of franchising as follows:
“By identifying strategic partners who share our values and vision to
accelerate our growth and scale across diverse markets, we will drive innovation,
becoming more relevant to our customers and the communities we serve.”

Toni and Guy can be found around the globe. More than 90% of our
restaurants worldwide are owned and operated by independent Franchisees.

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While choosing distributor, what criteria company adopt?

Toni and guy take all the products from the Qureshi Group which are
imported from UK.

Price:

Pricing detail for all the products including competitors pricing.

Toni and guy provide excellent hair services with their best hair styling products. Toni and guy
has senior and junior hair stylist if you want your hair cut or hair styling from their senior hair
stylist then they charge Rs. 7000 and if you want your hair cut from junior artist then they charge
Rs. 4000. Toni and guy have threats from their competitors like Nabila’s Salon. Nabila’s salon
set their hair cut prices in level’s like in Level 1 for simple hair cut they charge 7000 and in
Level 2 for blow-dry with hair cut they charge 14000 with styling and treatments during hair cut
like hair wash, head massage etc. Toni and guy also provide keratin treatment, and they charge
according to the length of hairs. For the shoulder length they chargers Rs.15000 and for the
medium length they charge Rs.20000 for keratin treatment while Nabila’s salon charge Rs.13000
for shoulder length and Rs.18000 for medium length.

Company uses dynamic prices or not?

Yes, company uses the dynamic prices and it depends on the value of dollar. They change their
prices according to the change in Dollar price.

Company responses towards competitor’s prices. (If competitors reduce price,

what company reaction will be)?

Toni and guy do not reduce prices if their competitors reduce their prices of hair services, unless
it is about the promotion. In promotion they reduce their prices to attract more customers.
Customers have the trust level with the services of Toni and guy, because of their well trained
hair artist or make artist.

Does the company have fighters Brand?

Toni and Guy have no fighter’s brand. They have good relation with other hair salons like Amina
Raja Salon, deplixe and Nabila’s Salon.

How company take pricing decision?

Toni and guy take their pricing decision according to global pricing duty and customs. Toni ang
guy has fixed prices for all services.

Does service include Incidental prices?

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Toni and guy do not include incidental prices in their services.

How company manage their capacity through dynamic pricing?

Toni and guy increase their prices annually when France and U.K increase their prices. They also
increase their prices when the products prices were getting higher.