Persona:

                                                                                                                                                            

The beauty care industry in one of the fastest growing industries of Bangladesh.  As the disposable domestic income is rising and people are getting more concerned about their good looks and health day by day, the role of their disposable income in the beauty care sector is also increased significantly.

Persona is an organization which provides world class beauty care services with all new features that anyone can ever dream off in Bangladesh. Whoever thought about a beauty parlor with management team, executives, service providers and many other stake holders in Bangladesh? But Persona changed the view of society by creating a parlor with proper business plan and marketing strategies. They came out with different types of offers, facilities and packages for their customer. Persona is the most popular brand in the beauty care industry of Bangladesh.

Customer Profile:

Category	Primary	Secondary
Demography	Age: 16- 45 Social Class: Middle Class & Upper Middle Class Gender:  Female Income: Above 5000tk	Age: 45 up Social Class: Upper Class Gender: Male
Geography	Location: Urban Area: Dhanmondi, Kakrail, Gulshan, Mirpur, Banani etc.	Area: Chittagong,
Psychographic	Value: Modern, Educated. Lifestyle: Simple, sophisticated lifestyle.	Lifestyle: Luxurious and elegant lifestyle

Leveraging of Persona:

Company:

 Persona is the no.1 Beauty Care & Lifestyle Service provider of Bangladesh, celebrating 16 years of Excellence, Innovation & Customer Satisfaction. The main stay strategy of Persona will be to offer a level of client focus that is superior to that offered by our competitors. 

Country of Origin:

The company started in 1998, now has 7 branches in Dhaka. The MD of the company, Kaniz Almas Khan, is also the editor of the country’s leading Bengali fashion based lifestyle magazine, Canvas. The magazine is a sister concern of the company, just like the men’s salon Persona Adams, the ladies’ gym Persona Health, The Spring Spa, the fully equipped modern photography studio called Studio Persona and the Persona Institute of Beauty and Lifestyle. The institute is the first of its kind and is an approved center for Ed-excel International UK to offer BTEC Diploma in Bangladesh.

There are many services in persona such as:

•   Hair Cut & Treatment
•   Skin Care
•     Makeover
•   Spa

Channels of Distribution:

Persona has 7 branches in Dhaka and also in Chittagong. So they distribute their services through these outlets

Other Brands:

During the Pohela Boishakh Persona distributed HATH PAKHA in different places. Such as: NSU Campus, DU, Karjon Hall, Dhanmondi etc.

There are some other co brands of persona. A global standard fashion magazine named Canvas, which is a sister concern of Persona. Very first male beauty care center named Persona Adams. A joint venture beauty care center of Persona with famous Indian beauty care specialist Jawed Habib named Habibs. Persona is going to open a Gym named Persona Health. Persona has introduced Studio Persona, named Studio a fully equipped modern photo studio in its premise. Persona has already introduced a Spa center named Spring Spa. Persona has just launched Persona Institute of beauty and life style, the first ever institute of its kind in Bangladesh. And also the a saloon named Persona Menz.

Spokesperson:  There are lots of spoke person Such as, Biddha Sinha Mim, Momo etc.

                                         

Events:

From this year Persona started a new offer for students; they are giving a student discount card after spending BDT 500 taka. By using this card you will get 10% cash discount in every service up to 2500 Tk. To get this card you have to show your student identity card. In case of creating brand image they are coming with lots of offers by launching this offer they attracted many students. Beautification is not a luxury it is a necessity now. And students specially girls they always need to visit any kind of place with friends and that is why it is a great offer for them and this offer increased their number of customer.

Other Third-Party Sources:

Persona is also committed to rigorously and diligently exercising our oversight responsibilities throughout the company, managing our affairs consistent with the highest principles of business ethics, and exceeding the corporate governance requirements. We hope the experience here will be pleasurable, enjoyable and satisfying.

Some award:

 Hair Expo

Winner – excellence in salon marketing.

Finalist – new business.

Finalist – apprentice of the year.

Victorian Hair Awards

Winner – salon business of the year.

Australian Hair Fashion Awards

Winner – salon business of the year.

Finalist – VIC hairdresser of the year.

Wella Australia

Winner – best female image.

IHS

Face of IHS – Judges award for excellence.

Hair Awards

Winner – salon business of the year.

Now, major portion of the women are educated and they are working in different organizations. They are getting more access to information and media, which makes them more conscious about health and beauty. Persona is indeed a milestone in this regard. And they should came up with this type of ideas to be more popular in industry of beauty care.