INTRODUCTION-

Service Marketing- It is an activity or benefit that one party can offer to another that is
essentially intangible and does not result in the ownership of anything. Its production may or
may not be tied to a physical product.

Service marketing is a form of marketing which focuses on selling services. Services can be
tricky to sell and the marketing approach for them is much different than the approach for
products. Every product or service or any combination of a mix of the two ultimately is
supposed to provide service for customers. Some companies offer both products and services
and must use a mixture of styles; for example, a store which sells computers also tends to
offer services such as helping people select computers and providing computer repair. Such a
store must market both its products and the supporting services it offers to appeal to
customers. When people market services, the goal is not to get customers to buy a product,
but to get people to do business with a particular company, often in a specific location. For
example, a restaurant offers a service: It provides food to customers, both on-site and in to-go
form in many cases. When the restaurant markets itself, it must convince people that it is
preferable to other restaurants and that its facility is worth the trip. There are different
approaches which can be taken in services marketing, depending on how people want the
position the company and what kind of messages they want people to take away from the
marketing. A company might want to project itself as reliable and trustworthy if it offers a
service like security, or fun loving and adventurous for services like travel planning. In all
cases, people must be shown why it is that they would want to pay for services the company
offers to them

Characteristics of services-

Intangibility- One cannot hold, touch or feel the service unlike a product. Although the
services are intangible the experiences customers have from services has an impact on how
they will perceive it.

Inseparability- Production and consumption happen at the same time and it cannot be
separated. A service is produced at or near the point of purchase. Like when visiting a
restaurant, when one order meal, the waiting and delivery of the meal, the service provided
by the waiter/ waitress is all apart of the service production process and is inseparable, the
staff in a restaurant are as apart of the process as well as the quality of food provided.

Perishibility- Services last a specific time and cannot be stored like a product for later use.
The service is developed and consumed almost simultaneously.

Variability- It is very difficult to make each service experience identical-

 Across providers or within providers

 Across time

 Across delivery centres

Lack of ownership-One cannot own and store a service like a product. Services are used or
hired for a period of time. Because one can measure the duration of the service consumers
become more demanding of it.

PURPOSE OF PROJECT-

To study the service strategies of café coffee day and puffs n rolls at Nashik.

Services impact customers more than the products do, marketing of services has to be more
deliberate and considered. If services are prompt and up to the level customers are satisfied
and they become the loyal customer. So service companies like Café Coffee Day have
changed over time to offer its customer possible the best coffee , with best ambience and best
customer satisfaction.