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Is The Brand Too Personalised To Expand?

Comments
 

Pratik Ranjan

Pratik is an MBA candidate at IIM Lucknow. He is an ardent aspiring marketing strategist. His passion for marketing multiplied multifold post his internship with Unilever, where he was conferred with a PPO. Bitten by the entrepreneurial bug & seized by afflatus to read, write & explore, this twenty-something believes in the power of dreaming with his eyes open. He is a columnist in various newsletters and is up for any discussion that involves the nuances of marketing and strategy. P.S: He's charged by the fuel of caffeine.

Bookmarked it. Great thoughts.

20 Mar 2019, 06.37 PM

+Read Replies (1)

Viren Dargar

Viren Dargar is an aspiring consultant, who views everything from the lens of strategy. An MBA student at IIM Lucknow, this marwari suffers from diseases called "Lets do this" and " Cant say NO!". He is a Chartered Accountant by qualification and a rock star in his own universe!!! He is part of Senate - the constitutional body, Abhivyakti - the dramatics club and Random Walk - the dance club at IIM L Email - viren.dargar19@gmail.com Linkedin - www.linkedin.com/in/viren-dargar-2271a053 Facebook - https://www.facebook.com/viren.dargar Instagram - https://www.instagram.com/virendargar/?hl=en

Thanks pratik!

21 Mar 2019, 12.17 AM |

Tanuj Agrawal

Excellent Article. The idea to pick Javed Habib for a blog is really impressive.

20 Mar 2019, 07.57 PM

+Read Replies (1)

Viren Dargar

Viren Dargar is an aspiring consultant, who views everything from the lens of strategy. An MBA student at IIM Lucknow, this marwari suffers from diseases called "Lets do this" and " Cant say NO!". He is a Chartered Accountant by qualification and a rock star in his own universe!!! He is part of Senate - the constitutional body, Abhivyakti - the dramatics club and Random Walk - the dance club at IIM L Email - viren.dargar19@gmail.com Linkedin - www.linkedin.com/in/viren-dargar-2271a053 Facebook - https://www.facebook.com/viren.dargar Instagram - https://www.instagram.com/virendargar/?hl=en

Thanks tanuj!

21 Mar 2019, 12.17 AM |

Nayonika Saha

Nayonika is a Commerce Graduate from St.Xavier's College Kolkata. She has a work experience in Sales and Marketing for two years and has also been part of a Start up initiative. Currently she is pursuing her MBA from IIM Lucknow and has been the Editor-in-Chief of the Literary club, is an elected Member of Senate and is the captain of the Tennis Team.

Bio is classic

20 Mar 2019, 09.59 PM

+Read Replies (1)

Viren Dargar

Viren Dargar is an aspiring consultant, who views everything from the lens of strategy. An MBA student at IIM Lucknow, this marwari suffers from diseases called "Lets do this" and " Cant say NO!". He is a Chartered Accountant by qualification and a rock star in his own universe!!! He is part of Senate - the constitutional body, Abhivyakti - the dramatics club and Random Walk - the dance club at IIM L Email - viren.dargar19@gmail.com Linkedin - www.linkedin.com/in/viren-dargar-2271a053 Facebook - https://www.facebook.com/viren.dargar Instagram - https://www.instagram.com/virendargar/?hl=en

Hahaha. Thanks much. You are also expected to comment on the article!

21 Mar 2019, 12.18 AM |

anuj dashora

Nice article. You have always defined what perfection is.

21 Mar 2019, 12.04 AM

+Read Replies (1)

Viren Dargar

Viren Dargar is an aspiring consultant, who views everything from the lens of strategy. An MBA student at IIM Lucknow, this marwari suffers from diseases called "Lets do this" and " Cant say NO!". He is a Chartered Accountant by qualification and a rock star in his own universe!!! He is part of Senate - the constitutional body, Abhivyakti - the dramatics club and Random Walk - the dance club at IIM L Email - viren.dargar19@gmail.com Linkedin - www.linkedin.com/in/viren-dargar-2271a053 Facebook - https://www.facebook.com/viren.dargar Instagram - https://www.instagram.com/virendargar/?hl=en

Thanks anuj!

21 Mar 2019, 12.19 AM |

Jinesh Jobalia

Well, for that matter, every haircut can be argued to be special/ different. While some people prefer having the same haircut style, some like experimenting. The idea is not whether or not you can standardise the haircutting service. The idea is that you can standardise the experience that a person goes thru when he/ she visits the salon. To that extent, this wouldn’t be anything but a franchising endeavour similar to what we have seen happen at McDonald’s or KFCs or more closer to your example, enrich salon. And, additionally, whether or not the strategy ought to work would depend on his/ her choice of cities, people partnered with, monitoring systems, systems for transfer of knowledge, et al.

21 Mar 2019, 12.35 AM

+Read Replies (1)

Viren Dargar

Viren Dargar is an aspiring consultant, who views everything from the lens of strategy. An MBA student at IIM Lucknow, this marwari suffers from diseases called "Lets do this" and " Cant say NO!". He is a Chartered Accountant by qualification and a rock star in his own universe!!! He is part of Senate - the constitutional body, Abhivyakti - the dramatics club and Random Walk - the dance club at IIM L Email - viren.dargar19@gmail.com Linkedin - www.linkedin.com/in/viren-dargar-2271a053 Facebook - https://www.facebook.com/viren.dargar Instagram - https://www.instagram.com/virendargar/?hl=en

Hey Jinesh, your close analysis of the article is itself a compliment. To answer your question, There are products or services which were successful because of the special skills of the person providing those services. In \my articles, it is Javed Habib. When he wanted to expand, he knew that it is possible if he transitions from a personalized product or service to a product. Standardizing the experience that a person goes through when he visits the salon will surely help in the success but would not you also prefer getting a more personalized service / product than the standardized one. And thats' precisely the reason why we have costumisation

22 Mar 2019, 09.55 PM |

Aakash Dagade

Refreshing thoughts inspired by such a mundane chore! Keep writing Viren, already looking forward to the next article.

21 Mar 2019, 06.25 AM

+Read Replies (3)

Aakash Dagade

Food for thought - would Theobroma be the next Crumbs Bake Shop? Very similar origins..

21 Mar 2019, 06.28 AM |

Viren Dargar

Viren Dargar is an aspiring consultant, who views everything from the lens of strategy. An MBA student at IIM Lucknow, this marwari suffers from diseases called "Lets do this" and " Cant say NO!". He is a Chartered Accountant by qualification and a rock star in his own universe!!! He is part of Senate - the constitutional body, Abhivyakti - the dramatics club and Random Walk - the dance club at IIM L Email - viren.dargar19@gmail.com Linkedin - www.linkedin.com/in/viren-dargar-2271a053 Facebook - https://www.facebook.com/viren.dargar Instagram - https://www.instagram.com/virendargar/?hl=en

Hey Aakash. Thanks for the kind words. You are the first person to have heard the content for my next article!

22 Mar 2019, 10.07 PM |

Viren Dargar

Viren Dargar is an aspiring consultant, who views everything from the lens of strategy. An MBA student at IIM Lucknow, this marwari suffers from diseases called "Lets do this" and " Cant say NO!". He is a Chartered Accountant by qualification and a rock star in his own universe!!! He is part of Senate - the constitutional body, Abhivyakti - the dramatics club and Random Walk - the dance club at IIM L Email - viren.dargar19@gmail.com Linkedin - www.linkedin.com/in/viren-dargar-2271a053 Facebook - https://www.facebook.com/viren.dargar Instagram - https://www.instagram.com/virendargar/?hl=en

Will surely like to have a detailed discussion with you on this

22 Mar 2019, 10.08 PM |

Tejan Dargar

Appreciate the real life example taken to demonstrate a less thought about but important subject. Looking forward for more strategic insights on varied topics!

22 Mar 2019, 02.14 AM

+Read Replies (4)

Viren Dargar

Viren Dargar is an aspiring consultant, who views everything from the lens of strategy. An MBA student at IIM Lucknow, this marwari suffers from diseases called "Lets do this" and " Cant say NO!". He is a Chartered Accountant by qualification and a rock star in his own universe!!! He is part of Senate - the constitutional body, Abhivyakti - the dramatics club and Random Walk - the dance club at IIM L Email - viren.dargar19@gmail.com Linkedin - www.linkedin.com/in/viren-dargar-2271a053 Facebook - https://www.facebook.com/viren.dargar Instagram - https://www.instagram.com/virendargar/?hl=en

Thanks Tejan. That was exactly the idea behind the article. Such small things can offer a lot of learning!

23 Mar 2019, 04.37 PM |

anuj dashora

Is there anything which you brothers can't #brothersofdestruction

23 Mar 2019, 07.34 PM |

anuj dashora

Can't do*

23 Mar 2019, 07.34 PM |

Viren Dargar

Viren Dargar is an aspiring consultant, who views everything from the lens of strategy. An MBA student at IIM Lucknow, this marwari suffers from diseases called "Lets do this" and " Cant say NO!". He is a Chartered Accountant by qualification and a rock star in his own universe!!! He is part of Senate - the constitutional body, Abhivyakti - the dramatics club and Random Walk - the dance club at IIM L Email - viren.dargar19@gmail.com Linkedin - www.linkedin.com/in/viren-dargar-2271a053 Facebook - https://www.facebook.com/viren.dargar Instagram - https://www.instagram.com/virendargar/?hl=en

Hahahah. Brothers of destruction!!!

24 Mar 2019, 04.35 PM |

chintak shah

Amazing insights!! Looking forward for the next one..:p

23 Mar 2019, 03.08 AM

+Read Replies (1)

Viren Dargar

Viren Dargar is an aspiring consultant, who views everything from the lens of strategy. An MBA student at IIM Lucknow, this marwari suffers from diseases called "Lets do this" and " Cant say NO!". He is a Chartered Accountant by qualification and a rock star in his own universe!!! He is part of Senate - the constitutional body, Abhivyakti - the dramatics club and Random Walk - the dance club at IIM L Email - viren.dargar19@gmail.com Linkedin - www.linkedin.com/in/viren-dargar-2271a053 Facebook - https://www.facebook.com/viren.dargar Instagram - https://www.instagram.com/virendargar/?hl=en

Thanks Chintak. The next one is, I am sure, going to be better than this. Learning curve you know!!!

23 Mar 2019, 04.39 PM |

Koustav Chakraborty

Hey Viren, appreciate the intricate details of the case-in-hand, highlighted in this article. Good start with this strategic lens!! Looking forward to the next article, and super excited after listening to its teaser!

24 Mar 2019, 03.52 AM

+Read Replies (1)

Viren Dargar

Viren Dargar is an aspiring consultant, who views everything from the lens of strategy. An MBA student at IIM Lucknow, this marwari suffers from diseases called "Lets do this" and " Cant say NO!". He is a Chartered Accountant by qualification and a rock star in his own universe!!! He is part of Senate - the constitutional body, Abhivyakti - the dramatics club and Random Walk - the dance club at IIM L Email - viren.dargar19@gmail.com Linkedin - www.linkedin.com/in/viren-dargar-2271a053 Facebook - https://www.facebook.com/viren.dargar Instagram - https://www.instagram.com/virendargar/?hl=en

Thanks Koustav. Will surely try to keep up with the expectations!

24 Mar 2019, 04.32 PM |

Dhairya Shah

Hey Viren, Quiet an interesting article. Sometimes, small small experiences teach us a lot and really a good idea to share it through the lens of a strategist. Just a couple of thoughts to ponder. I believe that the haircut industry primarily has two kinds of customers: one who are pretty sure the type of haircut they need (which are usually a replica of some celeb or sport stars) and the other who require the personal touch (who usually go to the salon and require a haircut which matches their personality). I believe for the former type customers, the service can be standardised whereas for the latter its usually the brand and the experience that matters. For example for the Type 1 customer, you can standardise hairstyle like that of a Messi or Ranbir; this will depend on the training that you provide to your staff and franchise partners ofcourse. For the Type 2 customers what matters is brand name ie Javed Habib; usually presumed that if his salon gives you a particular hairstyle then it must be the best for you. Obviously for both types, the ambience and the entire experience does play a role but that can be standardised by having same interiors or using best quality products etc. Just a thought from my personal experience and from my basic understanding of the industry. Hope to see many more articles. Interesting to discuss upon them.

25 Mar 2019, 08.35 PM

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Comments
 

Pratik Ranjan

Pratik is an MBA candidate at IIM Lucknow. He is an ardent aspiring marketing strategist. His passion for marketing multiplied multifold post his internship with Unilever, where he was conferred with a PPO. Bitten by the entrepreneurial bug & seized by afflatus to read, write & explore, this twenty-something believes in the power of dreaming with his eyes open. He is a columnist in various newsletters and is up for any discussion that involves the nuances of marketing and strategy. P.S: He's charged by the fuel of caffeine.

Bookmarked it. Great thoughts.

20 Mar 2019, 06.37 PM

+Read Replies (1)

Viren Dargar

Viren Dargar is an aspiring consultant, who views everything from the lens of strategy. An MBA student at IIM Lucknow, this marwari suffers from diseases called "Lets do this" and " Cant say NO!". He is a Chartered Accountant by qualification and a rock star in his own universe!!! He is part of Senate - the constitutional body, Abhivyakti - the dramatics club and Random Walk - the dance club at IIM L Email - viren.dargar19@gmail.com Linkedin - www.linkedin.com/in/viren-dargar-2271a053 Facebook - https://www.facebook.com/viren.dargar Instagram - https://www.instagram.com/virendargar/?hl=en

Thanks pratik!

21 Mar 2019, 12.17 AM |

Tanuj Agrawal

Excellent Article. The idea to pick Javed Habib for a blog is really impressive.

20 Mar 2019, 07.57 PM

+Read Replies (1)

Viren Dargar

Viren Dargar is an aspiring consultant, who views everything from the lens of strategy. An MBA student at IIM Lucknow, this marwari suffers from diseases called "Lets do this" and " Cant say NO!". He is a Chartered Accountant by qualification and a rock star in his own universe!!! He is part of Senate - the constitutional body, Abhivyakti - the dramatics club and Random Walk - the dance club at IIM L Email - viren.dargar19@gmail.com Linkedin - www.linkedin.com/in/viren-dargar-2271a053 Facebook - https://www.facebook.com/viren.dargar Instagram - https://www.instagram.com/virendargar/?hl=en

Thanks tanuj!

21 Mar 2019, 12.17 AM |

Nayonika Saha

Nayonika is a Commerce Graduate from St.Xavier's College Kolkata. She has a work experience in Sales and Marketing for two years and has also been part of a Start up initiative. Currently she is pursuing her MBA from IIM Lucknow and has been the Editor-in-Chief of the Literary club, is an elected Member of Senate and is the captain of the Tennis Team.

Bio is classic

20 Mar 2019, 09.59 PM

+Read Replies (1)

Viren Dargar

Viren Dargar is an aspiring consultant, who views everything from the lens of strategy. An MBA student at IIM Lucknow, this marwari suffers from diseases called "Lets do this" and " Cant say NO!". He is a Chartered Accountant by qualification and a rock star in his own universe!!! He is part of Senate - the constitutional body, Abhivyakti - the dramatics club and Random Walk - the dance club at IIM L Email - viren.dargar19@gmail.com Linkedin - www.linkedin.com/in/viren-dargar-2271a053 Facebook - https://www.facebook.com/viren.dargar Instagram - https://www.instagram.com/virendargar/?hl=en

Hahaha. Thanks much. You are also expected to comment on the article!

21 Mar 2019, 12.18 AM |

anuj dashora

Nice article. You have always defined what perfection is.

21 Mar 2019, 12.04 AM

+Read Replies (1)

Viren Dargar

Viren Dargar is an aspiring consultant, who views everything from the lens of strategy. An MBA student at IIM Lucknow, this marwari suffers from diseases called "Lets do this" and " Cant say NO!". He is a Chartered Accountant by qualification and a rock star in his own universe!!! He is part of Senate - the constitutional body, Abhivyakti - the dramatics club and Random Walk - the dance club at IIM L Email - viren.dargar19@gmail.com Linkedin - www.linkedin.com/in/viren-dargar-2271a053 Facebook - https://www.facebook.com/viren.dargar Instagram - https://www.instagram.com/virendargar/?hl=en

Thanks anuj!

21 Mar 2019, 12.19 AM |

Jinesh Jobalia

Well, for that matter, every haircut can be argued to be special/ different. While some people prefer having the same haircut style, some like experimenting. The idea is not whether or not you can standardise the haircutting service. The idea is that you can standardise the experience that a person goes thru when he/ she visits the salon. To that extent, this wouldn’t be anything but a franchising endeavour similar to what we have seen happen at McDonald’s or KFCs or more closer to your example, enrich salon. And, additionally, whether or not the strategy ought to work would depend on his/ her choice of cities, people partnered with, monitoring systems, systems for transfer of knowledge, et al.

21 Mar 2019, 12.35 AM

+Read Replies (1)

Viren Dargar

Viren Dargar is an aspiring consultant, who views everything from the lens of strategy. An MBA student at IIM Lucknow, this marwari suffers from diseases called "Lets do this" and " Cant say NO!". He is a Chartered Accountant by qualification and a rock star in his own universe!!! He is part of Senate - the constitutional body, Abhivyakti - the dramatics club and Random Walk - the dance club at IIM L Email - viren.dargar19@gmail.com Linkedin - www.linkedin.com/in/viren-dargar-2271a053 Facebook - https://www.facebook.com/viren.dargar Instagram - https://www.instagram.com/virendargar/?hl=en

Hey Jinesh, your close analysis of the article is itself a compliment. To answer your question, There are products or services which were successful because of the special skills of the person providing those services. In \my articles, it is Javed Habib. When he wanted to expand, he knew that it is possible if he transitions from a personalized product or service to a product. Standardizing the experience that a person goes through when he visits the salon will surely help in the success but would not you also prefer getting a more personalized service / product than the standardized one. And thats' precisely the reason why we have costumisation

22 Mar 2019, 09.55 PM |

Aakash Dagade

Refreshing thoughts inspired by such a mundane chore! Keep writing Viren, already looking forward to the next article.

21 Mar 2019, 06.25 AM

+Read Replies (3)

Aakash Dagade

Food for thought - would Theobroma be the next Crumbs Bake Shop? Very similar origins..

21 Mar 2019, 06.28 AM |

Viren Dargar

Viren Dargar is an aspiring consultant, who views everything from the lens of strategy. An MBA student at IIM Lucknow, this marwari suffers from diseases called "Lets do this" and " Cant say NO!". He is a Chartered Accountant by qualification and a rock star in his own universe!!! He is part of Senate - the constitutional body, Abhivyakti - the dramatics club and Random Walk - the dance club at IIM L Email - viren.dargar19@gmail.com Linkedin - www.linkedin.com/in/viren-dargar-2271a053 Facebook - https://www.facebook.com/viren.dargar Instagram - https://www.instagram.com/virendargar/?hl=en

Hey Aakash. Thanks for the kind words. You are the first person to have heard the content for my next article!

22 Mar 2019, 10.07 PM |

Viren Dargar

Viren Dargar is an aspiring consultant, who views everything from the lens of strategy. An MBA student at IIM Lucknow, this marwari suffers from diseases called "Lets do this" and " Cant say NO!". He is a Chartered Accountant by qualification and a rock star in his own universe!!! He is part of Senate - the constitutional body, Abhivyakti - the dramatics club and Random Walk - the dance club at IIM L Email - viren.dargar19@gmail.com Linkedin - www.linkedin.com/in/viren-dargar-2271a053 Facebook - https://www.facebook.com/viren.dargar Instagram - https://www.instagram.com/virendargar/?hl=en

Will surely like to have a detailed discussion with you on this

22 Mar 2019, 10.08 PM |

Tejan Dargar

Appreciate the real life example taken to demonstrate a less thought about but important subject. Looking forward for more strategic insights on varied topics!

22 Mar 2019, 02.14 AM

+Read Replies (4)

Viren Dargar

Viren Dargar is an aspiring consultant, who views everything from the lens of strategy. An MBA student at IIM Lucknow, this marwari suffers from diseases called "Lets do this" and " Cant say NO!". He is a Chartered Accountant by qualification and a rock star in his own universe!!! He is part of Senate - the constitutional body, Abhivyakti - the dramatics club and Random Walk - the dance club at IIM L Email - viren.dargar19@gmail.com Linkedin - www.linkedin.com/in/viren-dargar-2271a053 Facebook - https://www.facebook.com/viren.dargar Instagram - https://www.instagram.com/virendargar/?hl=en

Thanks Tejan. That was exactly the idea behind the article. Such small things can offer a lot of learning!

23 Mar 2019, 04.37 PM |

anuj dashora

Is there anything which you brothers can't #brothersofdestruction

23 Mar 2019, 07.34 PM |

anuj dashora

Can't do*

23 Mar 2019, 07.34 PM |

Viren Dargar

Viren Dargar is an aspiring consultant, who views everything from the lens of strategy. An MBA student at IIM Lucknow, this marwari suffers from diseases called "Lets do this" and " Cant say NO!". He is a Chartered Accountant by qualification and a rock star in his own universe!!! He is part of Senate - the constitutional body, Abhivyakti - the dramatics club and Random Walk - the dance club at IIM L Email - viren.dargar19@gmail.com Linkedin - www.linkedin.com/in/viren-dargar-2271a053 Facebook - https://www.facebook.com/viren.dargar Instagram - https://www.instagram.com/virendargar/?hl=en

Hahahah. Brothers of destruction!!!

24 Mar 2019, 04.35 PM |

chintak shah

Amazing insights!! Looking forward for the next one..:p

23 Mar 2019, 03.08 AM

+Read Replies (1)

Viren Dargar

Viren Dargar is an aspiring consultant, who views everything from the lens of strategy. An MBA student at IIM Lucknow, this marwari suffers from diseases called "Lets do this" and " Cant say NO!". He is a Chartered Accountant by qualification and a rock star in his own universe!!! He is part of Senate - the constitutional body, Abhivyakti - the dramatics club and Random Walk - the dance club at IIM L Email - viren.dargar19@gmail.com Linkedin - www.linkedin.com/in/viren-dargar-2271a053 Facebook - https://www.facebook.com/viren.dargar Instagram - https://www.instagram.com/virendargar/?hl=en

Thanks Chintak. The next one is, I am sure, going to be better than this. Learning curve you know!!!

23 Mar 2019, 04.39 PM |

Koustav Chakraborty

Hey Viren, appreciate the intricate details of the case-in-hand, highlighted in this article. Good start with this strategic lens!! Looking forward to the next article, and super excited after listening to its teaser!

24 Mar 2019, 03.52 AM

+Read Replies (1)

Viren Dargar

Viren Dargar is an aspiring consultant, who views everything from the lens of strategy. An MBA student at IIM Lucknow, this marwari suffers from diseases called "Lets do this" and " Cant say NO!". He is a Chartered Accountant by qualification and a rock star in his own universe!!! He is part of Senate - the constitutional body, Abhivyakti - the dramatics club and Random Walk - the dance club at IIM L Email - viren.dargar19@gmail.com Linkedin - www.linkedin.com/in/viren-dargar-2271a053 Facebook - https://www.facebook.com/viren.dargar Instagram - https://www.instagram.com/virendargar/?hl=en

Thanks Koustav. Will surely try to keep up with the expectations!

24 Mar 2019, 04.32 PM |

Dhairya Shah

Hey Viren, Quiet an interesting article. Sometimes, small small experiences teach us a lot and really a good idea to share it through the lens of a strategist. Just a couple of thoughts to ponder. I believe that the haircut industry primarily has two kinds of customers: one who are pretty sure the type of haircut they need (which are usually a replica of some celeb or sport stars) and the other who require the personal touch (who usually go to the salon and require a haircut which matches their personality). I believe for the former type customers, the service can be standardised whereas for the latter its usually the brand and the experience that matters. For example for the Type 1 customer, you can standardise hairstyle like that of a Messi or Ranbir; this will depend on the training that you provide to your staff and franchise partners ofcourse. For the Type 2 customers what matters is brand name ie Javed Habib; usually presumed that if his salon gives you a particular hairstyle then it must be the best for you. Obviously for both types, the ambience and the entire experience does play a role but that can be standardised by having same interiors or using best quality products etc. Just a thought from my personal experience and from my basic understanding of the industry. Hope to see many more articles. Interesting to discuss upon them.

25 Mar 2019, 08.35 PM