Global citizen leader

Improving Customer Engagement with Kaya

Project Mentors-
Prof. Ann Mathew
Prof. Suhas Prabhu
 TEAM ZENITH

Tanya Omkar Shikha Sarah Varun Nikita Ahuja

Khatanhar Marathe Gupta Nathani Vazirani
 TEAM CHARTER

CORE
NORMS PLEDGE
VALUES
• Commitment • Respecting Team ZENITH
• Consistent Opinions pledges to do our
• Humility • Pragmatic best, be team
• Perseverance • Open players, deliver in
• Integrity Mindedness a timely manner
• Endurance • Accountability and take
• Time responsibility for
Management our work and
• Unanimity actions
FORMING
KAYA VISIT

TEAM CHARTER MENTORING

 Founded in 2003 by
State-of-art safe ♘ Harsh Mariwala as
technologies
6 1 part of Marico
Limited

Recently launched
5
♛
ABOUT
2
India’s leading chain of
dermatologist backed
Derma Naturals
KAYA clinics committed to deliver
flawless skin & healthy hair

Inhouse R&D Three state-of-art

conceptualising new
services and new
4 3 hair transplant
centres.
drugs
 101 CLINCS IN INDIA

137 KAYA SKIN BARS

27 CITIES
GEOGRAPHICAL
PRESENCE

16 INDIAN STATES

20 CLINICS- MIDDLE
EAST
CUSTOMER DATA OF KAYA
 INDUSTRY ANALYSIS
Revenue in the Skin
Care segment
India – leading amounts to Rs. 146.6
destinations for high- Cr. in 2018
end diagnostic
services

Overall market for

beauty services is Rs. India ranks 4th
16,422 Cr. globally in non-
surgical procedures
Growing youth & Word-of-mouth
working population is marketing - primary
more beauty driver of brand choice
conscious RECENT TRENDS
I N K A YA

Need for customized Retail of skin and hair

& advanced solutions care products in
that suits one’s skin ecommerce space is
type growing
BUSINESS PORTFOLIO REVENUE MODEL

Acne Hair
Products Removal
9% Care
20% 9%

Fairness
Pigmentation Laser Hair
23% Removal
31%
Services
80%
Anti Ageing
CUSTOMER PROFILE 28%

Men
13%

Women
87%
Managing appointments
is a problem
OBSERVATIONS
• Detailed Feedback form is rolled
Consultation out after every visit.

• Centralized M Package prices for

C
database A U services are negotiable.
N S
A
• Therapist attrition G
T
O Perception of overpriced
rate – 50% E
M
M products & services.
E
• Doctor attrition rate – E

28%
N 6
R
S Less awareness about
T
Kaya App
• Doctors not available
for video consultation
 INSIGHTS

Difference in Standard Kaya mobile application – Tracking of customer

Operating Procedures (SOP) not user friendly complaints by Service
across clinics Quality Team

Weak social media presence Low visibility of Kaya No list price for services
products in retail stores displayed to customers.

No follow-up calls post first

consultation.
 58% 73% 52% 92%
FIND LACK OF SOCIAL FIND THEIR THINK THERE ARE PREFER PHYSICAL
MEDIA PRESENCE OFFERINGS LONG TERM BENEFITS CHECKUP
OVERPRICED

NUMBER OF OBSERVATIONS – 114

 Improving Net Loyalty program -
Promoter Score, Kaya Smiles caters to
Google Reviews & 20,000-25,000
Online Reputation customers generating
Management System 65-70% of the
turnover
RECENT
TRENDS Targeting more men & Providing a world
millennials as class experience of
customers treatment
 RESEARCH
PRIMARY SECONDARY
RESEARCH RESEARCH
HEADING A
• Questionnaires • Research Papers
• Clinic Visits • Industry Reports
( Fieldwork) • Investor
• Informal Presentations
Interaction • Company
• Formal website
interaction with
the
management
 Retailers

Regulatory
Doctors/ bodies
Manufacturers Dermatologists Counsellors

Competitors
CUSTOMERS Distributors
Government Suppliers

Social
Therapists
Laboratories Employees Organizations

Investors

STAKEHOLDER
MAPPING
OPPORTUNITY STATEMENTS
DIGITAL
TRANSFORMATION

OPPORTUNITY
STATEMENTS
IMPROVING
FOCUS ON IMPROVING
NEW MARKETING MIX
CUSTOMER
GROUPS
INVOLVEMENT OF TECHNOLOGIES

Artificial Intelligence- Cognitive API technologies

Face recognition for for chatbots through google
virtual consultation hangouts, skype.
UNIQUE ADVERTISMENTS