Kaya Skin Clinic: Creating a Sustainable Competitive Advantage with Customers

Description

Kaya Skin Clinic (Kaya) was started in India in 2002. It expanded its operations to the Middle East in 2003. The company’s value proposition was to provide medical advice from a dermatologist, which formed the basis for product and service recommendations that would dramatically improve customers’ skin. The company had worked hard to position the Kaya brand through defined e-marketing and customer relationship management strategies; however, in 2015, Kaya needed to consider whether combining expertise, customized solutions, and a friendly environment would continue to work for the brand, or whether it was time to revamp and redefine the Kaya brand in the Middle East.

Learning Objective

This case is intended for graduate and undergraduate business courses on marketing management, brand management, services marketing, and customer relationship management. After completing the case, students will be able to do the following: ·Develop a plan of action for a company that is positioning its brand in a competitive market. ·Analyze the value proposition offered and suggest measures for differentiation. ·Recommend measures to create a competitive advantage. ·Appreciate the service concept and its variables. ·Understand the role of customization and its impact on customer loyalty.

Keywords

Brand management Customer relationship management Customer satisfaction services marketing