6 - Differences from Products, GAPS model

INDIA:

According to Drug & Cosmetic act in India the labeling requirements for cosmetics are:

•           Name of cosmetics and name and manufacturing address should carry on the both inner and outer labels.
•      For small size containers on the label instead of mfg address the principle place of mfg and pin code are sufficient.
•      The outer label should contain the amount of net contents of ingredients used in the manufacturing.
•      The inner label addresses the direction of safe use and any warning indication or names and quantities of the ingredients those are hazardous or poisonous in nature.
•      The label should carry a distinctive batch number and it indicated by the letter “B” and for soaps  the month and year of the manufacturing shall be given instead of “B” and this is not apply to cosmetics which are having 10grams or less for solids or semisolids and 25ml or less for liquid state products.
•         On the label the letter “M” is indicate the manufacturing license number.

Some amendments have been notified in the labeling clause of D&C act, which are:

I. The ingredients should be declared in the descending order of their concentrations down to 1% and in any order below 1%.

II. Use before date instead of best use before date which was earlier declared as xx months/year from the date of packaging.

III. The  Import & Registration of Cosmetics rule says “no cosmetic shall be imported into India unless the product is registered under these rules by the licensing authority appointed by Central government”. The amendment comes into force with the effect from 1st day of April 2011.

Service:

In terms of my marketing diary product compact powder, I have explained the services provided by a store called 'Health & Glow' which sells my product.

Definition: Any act or performance one party can offer to another that is essentially intangible and does not result in ownership of anything.

• Lakme compact powder 9g - pure tangible good
• Service provided by 'Health & Glow' caters to customer's - personal need.
• My product falls in the 'high in experience qualities' category - only after a person use's it, she will get to know if it suits her best.
• This product has a mid-level credence quality - a buyer can evaluate product in fair manner only after consumption.

Distinctive characteristics of services provided by 'Health & Glow':

1) Intangibility -

·         Place - Exterior and interior have clean lines; passages have space so that people can look at products without blocking the way; layout across other branches are similar.

·         People - There is 1 person to look after each section eg: 1 person for lipstick etc; we can take suggestions from the person to know which cosmetic suits us best. Also if they have a display sample, we can apply it on our hand to know the specific colour.

·         Equipment - Billing is efficient.

·         Communication material - The employees will inform us about present offers.

·         Symbols - The symbol suggests a well-stocked cosmetic store where they do not tamper with products, most of which come without a seal.

·         Price - It sells recent-stocked cosmetics at MRP price.

2) Inseparability - Employee-customer interaction

3) Variability - Employees are trained and well informed across different branches, serve customers in proactive manner.

4) Perish-ability - On supply side -

·         peak-time part-time employees

·         peak-time efficiency from employees

·         increase consumer participation - bag their cosmetics

     Customer care contact:

     If you're a consumer, contact Levercare executive at -

     Toll free number: 1800228080, 18001022221 

     SMS 'levercare' to 54555 (BSNL 4555) 

     PO Box No 1470, mumbai 400099 

     Email: lever.care@unilever.com

     

     For feedback on Lakmé Salons and Ayush Therapy Centres please write tocare@lakmelever.com

Service-Quality 5 GAP model:

1) Gap between consumer expectation & management perception - Eg consumer wants a cosmetic that lasts long without reapplication but management has not realised need.

2) Gap between management perception & service-quality specification - Service quality is a comparison of expectations with performance.

Eg compact not catering to different skin tones.

3) Gap between service-quality specification & service delivery - Eg If customer service is bad, nobody responds to queries.

4) Gap between service delivery & external communications - Eg when consumers expectations after viewing the ad are not met.

5) Gap between perceived service & expected service - Eg when consumer thinks compact will even them even skin tone, but compact does not.

•          Reliability - dependability, promised time
•          Responsiveness - customer informed
•          Assurance - instil confidence
•          Empathy - individual attention to customer
•          Tangibles

Zone of tolerance - Minimum level consumers are willing to accept and the level they believe can and should be delivered.