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BLUE CLUB “ Men’s Beauty Shop “
BRAND MANAGEMENT
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CONTENTS
Intro
Why BLUE CLUB failed
1 . SERVICE
1) Self-Shampoo System
2) CRM
3) TRADE-OFF
2. PUBLIC RELATIONSHIP
3. FRANCHISEE MAMAGEMENT
1) STANDARDIZATION OF HAIRSTYLE
2) STANDARD OF FRANCHISEE
Solution
1. Original Blue Club
2. Blue Club Premium
1) Skill variety
2) Reservation & Customer choice
3) PRICE
4) CRM
5) PROMOTION
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INTRO
1998.06 opening the first beauty shop for “men”
Only beauty shop approved as venture company in beauty industry
Recorded on Guinness book( the largest franchise in shortest time)
Over 910 shops in Korea
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Why BLUE CLUB failed
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Why BLUE CLUB failed
What is the Problem
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What is…(생략)
(1) Check if he or she has working experience as hair designer
(2) 선허가 후교육 X
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technological guidance team that will visit the affiliate store and carry out technology training by working together
Solution 1. Original Blue Club
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Operating
Shop-owner Council
Research New Hair design
Teach sales know-how
Select the best store
Solution 1. Original Blue Club
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Poor perception from consumers
but
Consumers’ brand awareness of Blue club is
Solution 2. Blue Club Premium
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▶ Skill variety
▶ Reservation & Customer choice
▶ Price
▶ CRM
▶ Promotion
Solution 2. Blue Club Premium
Brand modifier
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1) Skill variety
Blue club-premium refuses to standardize haircut.
In other words, not standardizing haircut but diversifying hairstyle is needed to provide for customers.
Recently, Men who dress their hair have increased considerably.
so, Blue club-premium serves perm as well as dyeing service.
Solution 2. Blue Club Premium
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Also, In the blue club’s primary markets, teens not stick to cr
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