Caselet Code : CLSM025
Publication date : 2005
Subject : Services Marketing
Industry : Beauty and Wellness Care
Length :
 04 Pages
Price :  Rs. 100 (Detailed Pricing Info)

To download this short case study (No. CLSM025) click on the link below, and select from the list:

» Services Marketing Caselets

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Abstract

The caselet describes VLCC's popular weight loss programs and their characteristics. VLCC focuses on service quality by using state-of-the-art equipment, offering customer counseling, and providing life-long customer support. The caselet also examines various other services and products provided by VLCC. Finally, the caselet outlines the promotional strategy adopted by the company.
 


Issues:

» Beauty and fitness services market in India

»  Achieving service quality in beauty and fitness services market

» Process in services


Key words:

Aria Investment Partners, CLSA Private Ltd, Curls And Curves India Ltd (CCIL), Health And Beauty Services, Vandana Luthra, Basal Metabolic Rate (BMR), Weight Loss Programs, Service Quality, Customer Counseling, 'VLCC Institute Of Beauty, Health & Management', "VLCC Beauty Shop", Outdoor Media, Femina Miss India, Spa Market, JWT Advertising, Equus Advertising, Thomson Connect, Customer Relationship Initiatives.

 

Questions for Discussion:

1. Typically there are four levels of service product - core level, actual product, augmented product and potential product. Discuss how VLCC meticulously built its service product?

2. Pricing, is one of the key services marketing elements that not only determines the profitability of a service provider, but also reflects the image of the company. Being a leader in beauty and fitness services market, what pricing strategies can VLCC adopt?