Abstract The caselet describes VLCC's popular weight loss programs and their characteristics.

VLCC focuses on service quality by using state-of-the-art equipment, offering customer counseling, and providing lifelong customer support. The caselet also examines various other services and products provided by VLCC. Finally, the caselet outlines the promotional strategy adopted by the company. Issues: Managing demand and Internet and its role in managing demand in courier industry. Role of people in courier Importance of process in Introduction Aria Investment Partners, a fund managed by Hong Kong-based CLSA Private Ltd, invested US$ 10mn in Curls and Curves India Ltd (CCIL), the holding company of the much-advertised slimming, beauty and fitness services outlet chain VLCC. This is the first foreign investment in the Indian fitness products and services market. It is an indication of the perceived potential of VLCC in the Indian market. VLCC, which was established in 1989 with a single centre in New Delhi has now expanded to 73 centers spread across 41 cities and has registered revenues of Rs 1 bn for the financial year of 2004... Questions for Discussion: capacity. services services. services.

1. Typically there are four levels of service product - core level, actual product, augmented product and potential product. Discuss how VLCC meticulously built its service product? 2. Pricing, is one of the key services marketing elements that not only determines the profitability of a service provider, but also reflects the image of the company. Being a leader in beauty and fitness services market, what pricing strategies can VLCC adopt?

Abstract: India-based slimming and beauty business company, Vandana Luthra Curls and Curves (VLCC), had an ambitious plan of expanding in the global market. VLCC learned from its first global expansion into the UAE in 2005. Based on that experience VLCC devised its strategies while expanding to other countries. VLCC exported its products to more than 45 countries. It opened new stores using the franchisee route as well as own stores or through joint ventures. In 2011, VLCC aggressively planned to strengthen its position in the existing foreign locations as well as add more destinations to its list. The company decided to invest US$15 million on its expansion plans in South Africa as well as to set up additional centers in India.

Issues: Understand the issues and challenges in global expansion. Understand why the initial practices of global expansion failed in Dubai. Explore the ways in which how VLCC could able to expand globally. Introduction

In June 2011, the India-based Vandana Luthra Curls and Curves (VLCC), slimming and beauty business company announced that it would enter Malaysia and Singapore as part of a US$15 million global expansion plan. VLCC had an ambitious plan for expansion in all its verticals and aimed to become a Rs. 14 billion firm by 2013. It decided to come up with an IPO between 2011 and 2012 to support the expansion plan. VLCC was founded in 1989 by Vandana Luthra, a housewife from a service-class background with no business links...
Questions for Discussion: 1. What are the factors to be considered while going global? 2. What are the challenges VLCC faced while expanding globally? Key words: International Management, Strategy, VLCC, Global expansion, market entry, marketing, pricing, wellness sector, preventive health, salon, fitness, slimming, beauty.