Vandana Luthra Curls & Curves (VLCC)



Case Code : CLSM025
Publication date : 2005
Subject : Services Marketing
Industry : Beauty and Wellness Care
Length : 04 Pages
Price : Rs. 100

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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


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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.


   Managing demand and capacity.
   Internet and its role in managing demand in courier services industry.
   Role of people in courier services.
   Importance of process in services.


Aria Investment Partners, a fund managed by Hong Kong-based CLSA Private Ltd, invested US$ 10mn in Curls and Curves India Ltd (CCIL), the holding company of the much-advertised slimming, beauty and fitness services outlet chain VLCC.

This is the first foreign investment in the Indian fitness products and services market. It is an indication of the perceived potential of VLCC in the Indian market.

VLCC, which was established in 1989 with a single centre in New Delhi has now expanded to 73 centers spread across 41 cities and has registered revenues of Rs 1 bn for the financial year of 2004...

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?