STRATEGY OF EMOTIONAL ATTRACTION melt.

In competing can use emotional appeal or otherwise rational appeal. If other companies use the emotional appeal, then we can use the rational appeal. "When companies think to resist the emotional appeal of the industry, the company often will find a market space ba-ru" write Kim and Mauborgne. Eliminating these advantages emotional appeal will make a simple business model, which can provide more price cheap and efficient in order to increase value for consumers

Quick Beauty (QB) House is the company's Japanese barber who cut the emotional appeal of a rational appeal. In Japan the time used for cutting hair 1 hour. This is because the haircut is a ritual process. Shoulders rubbed and massaged, given hot towels, tea and coffee are provided and workers using rituals pangkasnya to cut his hair, including skin and hair care specials, such as drying my hair and shave my beard. Thus, time spent on hair trimming only takes a little of the whole series of hair cutting ritual. Time used for the entire circuit 1 hour, thus making long lines for other potential customers. Fees range from barbershop 3000 yen to 5000 yen ($ 27 to $ 45).

QB House cut the emotional appeal of rational attraction to realize that time is 1 hour professionals is a very valuable and does not want time spent only 1 hour for a haircut. Shoulders rubbed and massaged, hot towels, tea and coffee as well as rituals to cut the hair removed, including hair washing and drying my hair. Thus the space required for a haircut becomes smaller than any pruning. QB House is only focused on the barber just by creating an air wash system (water wash). Air wash system uses a high tube that can be derived to suck that has cropped hair. The system is much faster and without making the hair wet. The system can change the hair cut time dramatically from 1 hour to 10 minutes. The targeted market professionals, it is well guarded hygiene by introducing sanitation facilities every chair and given a set of new towels and combs.

Also installed outside the shop lights to show when there is space for haircut, so that potential customers are given time to remove the certainty of uncertainty of time and a long queue for this. By cutting emotional appeal to the rational appeal of the QB House can be charged only just 1000 yen, or third or one-fifth of the price of traditional barbershop. QB House in a way that makes 1 hour no one person who cut, but 6 people, so that the total income QB House is higher than traditional clippers.

QB House, founded in 1996 in Tokyo and grew rapidly to 200 places in 2003. The number of visitors jumped from 56,000 in 1996 to 3.5 million per year in 2002. QB House expands to Singapore, Malaysia and targeted to open 1000 outlets in Asia before 2013. This may be because QB House uses a strategy to cut the power from the emotional to the rational appeal.