Internship Overview @

CrownIt (GoldVip Technologies Pvt. Ltd.)

Presented By:
Arka Jyoti Mitra
Roll No:150103041

CrownIt Business Divisions:

CrownIt
(GoldVip
Technologies
Pvt. Ltd.)

Salon and Spa

Non F&B
Division

Food &
Beverages
Division

Experiences

Dine-In
restaurants

Bill Payments

Induction
All interns were given a basic idea of how Crownit works and the various sectors we
are working in and how functioning of the various businesses differed.
All interns were also introduced to their industry mentors and were given a basic idea
of things about to come.
BTL promotion strategy for now defunct Diagnostics category which included
promotion of company and new category. Organized in Sujjan Vihar , Gurgaon . This
campaign was able to generate enquiry by 56 residents of the society and booking of
19 packages through our app.

Project Allocation
I was allocated to Non-F&B section along with Ashish Anand. The company had
recently diversified into the Non-F&B sector and hence we were expected to come up
with :
Ideas for acquiring existing customers from our F&B section.
We were also expected to come up with findings to make our offerings more
attractive to our customers.

Initial Analysis
In Non-F&B section our main focus was Spa and Salon business.
Since our product was new, we wanted to first analyze our offering to the customer before
we start any kind of promotion activities be it on social media or in app promotions.
We were about to analyze everything right from the UI of our app to the type of offerings
made by competing apps like Nearby and Stylofie.

Initial Findings
We found that service selection from our existing layout in our app was very cumbersome
and time taking. The service list was presented as a list with no segregation of common
services and was very off putting from a customer point of view. This observation has
been now taken care of and service segregation has been done and will be live in our app
in upcoming months.
We also found inflated pricing by some apps such as nearby which inflated the prices and
then claimed to offer very high discounts. This lead to Fair Pricing banner in our app in the
later months when we started offering combo services in our app.

Initial Decisions
We decided upon a market research :
To understand the current standing of our competitors,
To know the foot fall from various e-com companies in the stores
To understand the average number of walk-ins in these high end stores (Our app
only focuses on high end salons and spa)
To understand the most sought after services by frequency
To understand the buying nature of the customers i.e if they availed standalone
services or multiple services in a one visit
Which combination of services were most frequently bought

Market Research
We prepared a questionnaire covering the above queries.
Over a span of a week we met with store managers and marketing managers of
about fifteen high end salon chains in Delhi NCR region.
The survey/interview was done on premise of a college report on beauty sector, so
that we can gain their unbiased insights and views on e-com in beauty sector.

Research Findings:

We were able to determine the major players in the industry

We determined the footfall from our major competitor in major high end salon chains.
We successfully determined the most frequently used services
We determined that multiple services in one visit was the norm
We successfully determined the combination of services that was most frequently bought
We also came to know how optimistic the store managers were towards e-com and likewise we
directed our sales team to meet these stores.

Implementations
As a result of our findings the company changed the orientation from selling standalone services
to combined offerings called combos.
At present we have around 290 salons and 40 spa in our app. We have started preparing
combos and uploading them.
Myself and Ashish have till date prepared combos for 205 stores and 190 have already gone live
on our app. We have also been entrusted with designing the final combo offering along with the
percentage of discounts and cashback to give on our app.
I am currently coordinating with teams from Delhi, Mumbai and Bangalore to get combo
offerings from the salons.
In stores where we are unable to get a offer from an outlet we are offering combos with our
existing margins.
Before the end of our internship we want to get combos live for all 290 stores.

Upcoming Activities:
After we have uploaded all the combo offers we will start email campaign
and in app advertisement for our salon segment.
We have also given recommendations on the proportion of discount and
cashback in our app. At present we are giving high discounts and low
cashback which is expected to reverse slowly in the upcoming months.
Combined offers and special events involving both F&B and Non-F&B
categories are being planned for the near future.

Thank You..