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MKT: 360 Professor Greenberg
Smell-O-Vision is a new innovative service that is sure to keep consumers talking. The service allows for consumers to stimulate their sense of smell, while watching television. The service will be provided through several digital service providers, such as Verizon, Comcast, Direct TV, and Dish Network. Smell-O-Vision is a multi-benefit bundle; the service is complimentary, but quite dependent upon the product itself. The service will not work without the box or the television, although the service is of high quality and promises to invoke an experience to consumers unlike any other. The service target market is quite broad, reaching all ages, ethnicities, races, religions, and gender. Smell-O-Vision is a breakthrough in technology, allowing for a multitude of smells and fragrances to sweep through the room and tingle consumers’ noses. How does this innovational product and service work? Before purchasing the service, the consumer can choose which channels that the Smell-O-Vision will work with in their home. Popular channels include, Food Network, Travel Channel, Food Rescue, Weather Channel, and much more. The service providers will install a box, about a foot in height and length, into each specified room that the consumer wants the Smell-O-Vision in. The box has an array of eco-friendly chemicals and tubes that will dispense different scents that are correlated to the program that is on television. The idea is so simple, yet so captivating. The consumer also has the option of turning the Smell-O-Vision on or off anytime they please. The service does pertain upkeep, and is recommended to always have the freshest scents. The
consumer should contact service providers every year to have the box updated. Smell-O-Vision does have a strong warranty. If customers are not satisfied or the scents are becoming dull before the one-year mark, the customer will receive a coupon for half off of their next renewal period. Smell-O-Vision does not come cheap, but the price is well worth it. The first installation box will be roughly $300, and each renewal period of a year is $100. Also, each channel selected for Smell-O-Vision will be an additional $25, except for the Food Network Channel that is $100. The only renewal fee will be to change the box; the channel prices do not have to be updated. Smell-O-Vision wants to fill the customer’s need of sense stimulation. There is no other service out there that combines the technology of television with the simplicity of the sense of smell. The service attempts to fill the emotional aspects of the consumer, invoking happiness, excitement, and a sense of comfort. There has been an adequate amount of research done to ensure the safety of this product. The product and service will also be tested throughout different demographics of the country to key in on the precise target market. Testing will also enable for feedback that will be requested from the consumers participating in the free test trial. Feedback will comprise of surveys, trailer calls, interviews, as well as questionnaires. Smell-O-Vision wants to perfect itself before hitting the market. Even though there is no competition for the Smell-O-Vision service, the purchase is a high-involvement decision. Therefore, the product and service will have testimonials featured in the New York Times, USA Today, RollingStone, and other credible sources. Testimonials and reviews will come from sources that consumers trust, such as BestBuy, Verizon, and even celebrities. Smell-O-Vision wants to incorporate the fivedimensions of service in a positive light. This new technology is attempting to bring families
together, to enjoy themselves while watching television. The reliable service ensures creating happiness throughout the household. The service process for purchasing Smell-O-Vision begins with the customer’s desire to receive the service in his or her home. The customer makes the initial action and calls the service provider. This is where the first interaction occurs and Smell-O-Vision begins the service. Once the customer describes and orders the Smell-O-Vision according to their specifications, the service processes are initiated by contacting the customer’s current television provider to notify them of the addition of Smell-O-Vision. The following supportive process will include putting together the specific equipment necessary for the person’s specific Smell-O-Vision needs. Once the Smell-O-Vision equipment is ready to be installed a technician will be dispatched to perform the instillation. The customer chooses the time of installation at the time of the initial call. The technician will then arrive at the home of the customer to begin the service and installation. As the service is being installed the technician has initiated an off-stage employee action by calling to verify that the service has been installed. Finally, the support employees of Smell-O-Vision call the customer to ensure that all aspects of the service are working properly. Throughout the service process there are various forms of physical evidence that the customer has to come in contact with. Smell-O-Vision ensures to make certain that all of the elements of physical evidence send out a cohesive message and one that portrays the company as creditable, innovative, and dynamic. These attributes will be expressed through the strong relationships tied with other companies such as Verizon; this can be shown through reviews and advertisements. The innovation will be displayed through the uniform design, which will be sleek and clean to match the type of delivery vehicle used. Instead of a classic van to deliver the service, Smell-O-Vision will use the Kia Soul, as their delivery truck. The Soul has an original
look, with bright colors and the words “Smell-O-Vision” embellished on both sides of the vehicle. This will allow Smell-O-Vision to have a moving advertisement and gain popularity amongst passengers of other vehicles and pedestrians. The main servicescape of Smell-O-Vision will be limited to the homes of consumers, because most of the services and equipment will be directly in each purchaser’s home. This is why all of the employee’s uniforms will be equipped with booties to protect the customers’ home from any dirt and will be vital for portraying Smell-O-Vision appropriately. For Smell-O-Vision the employee’s servicescape is vital. If the delivery of the service is going to be successful the employees need to be in an enjoyable environment that will allow them to do all of the aspects of their job. The interior and exterior of the Smell-O-Vision headquarters will be designed in a futuristic manor, so employees feel inspired on the job. The colors will be bright and all facilities will be kept clean. There will be a lunchroom that all employees can visit. The ambient conditions, such as air quality and temperature will be monitored to make the conditions in the building favorable. Pricing services can often seem difficult due to the fact that no two services are the same. Smell-O-Vision is a revolutionary break-through in the television industry. Not only does it enabled you to feel like you are in the television, but it will help the consumers completely understand whatever the program may be talking about. Service variability makes it very difficult to set a concrete price for each individual customer. For new costumers, the first installation of the Smell-O-Vision will cost $300. At first the price might intimidate the costumers, but once they understand the benefits, it will be completely worth it. Since services can vary in so many different ways, each individual household will have different bills each month. Prices will vary according to how many packages the customer will want. For example,
when you purchase HBO or Starz, you pay the $14.95 a month for all the movies that they offer. Smell-O-Vision will work the same way. It will have the initial cost of $300, and then all extra packages will be $25 (or $100) per network. Al the customers have different needs, so our goal will be to satisfy them with some sort of structure. The service provider mandates the renewal price of $100 once a year, so that your Smell-O-Vision box is up to par. Nonmonetary costs are an issue that most consumers are affected by. What is so great about Smell-O –Vision is that the consumer will have little or no time costs what so ever. Usually when someone sits down to watch T.V, they are doing so in a relaxing manner. This means they are not “wasting” their time. As for search costs, Smell-O-Vision is the only service provider on the market that has this service. There will be no search costs to interfere with the decision on whether or not to purchase the product and service. Customers use price as an indicator of quality, and that will not change for Smell-O-Vision. As developers of this product, Smell-O-Vision is concluding that customers are going to have a desire or need for our product because of its price and value. Our pricing strategy for this one of a kind product is going to be to attract costumers with the value of the service. The customer will be saying, “Value is everything I want in a service”. So as the developers, we will be working with prestige pricing. Prestige pricing is when service marketers offer high quality and high status services. We will be charging a higher price for this luxury type service. Although, once the initial set up of the service is provided, the costs will go down greatly because of the low package costs. Smell-O-Vision fulfills the stimulation need of the customers. Stimulation is something that can trigger pleasant feelings that could potentially encourage the customer to buy more. If you are watching the Home Shopping Network (HSN), and they are selling a new perfume, you could be sitting there saying, “Oh, I like that designer, but I wonder what this new fragrance
smells like? ” That customer may be cautious in purchasing items over through the television, but with Smell-O-Vision that person can smell what fragrance is being sold. This allows for a better judgment on what to buy and a more confident purchase. The value of this service cannot be determined, because it is entirely up to the consumers how often or well they will use this product. If used correctly and efficiently, this product is going to make for a more enjoyable television experience. Losing customers is a huge cost deficit and companies should really keep that in mind. With this new service, we plan on keeping all customers that we obtain so that costs can eventually go down but not too much so that we lose profits. This service offers a lifetime value that is extremely beneficial not only to us, but the customer as well. The infrastructure of Smell-O-Vision will be built starting in the most populated areas and major cities. To break into the market advertising and marketing campaigns will be primarily focused in these areas and then branch out to less populated areas as the sales and the reputation of the company continues to grow and mature. Most sales will take place over the phone and at the Smell-O-Vision headquarters, but Smell-O-Vision will also have an active sales force and recruiting team out on the city streets, at malls, and electronic stores. Smell-O-Vision will have informational and sales desks, displays, and kiosks set up at stores such as Best Buy, PC Richards, Sears, Target, Wal-Mart, and Radio Shack. These displays will have televisions equipped with Smell-O-Vision to show consumers the benefits of the product and how it operates. Smell-O-Vision will also set up informational kiosks at professional sports venues and concerts. Advertisements will be primarily done on television commercials on all the major networks during prime time and nighttime with the purpose of reaching the target market. Smell-O-Vision will use the connections it has with cable and satellite providers, such as
Verizon, Comcast, Direct TV, and Dish Network to cut costs and get prime time slots to advertise. Smell-O-Vision will also advertise on the radio, Internet, newspapers, magazines, highway billboards, signage at buses and bus stops, and trains and train stations. Smell-O-Vision will use several different promotional techniques to attract new consumers. An example of a promotional technique that will be utilized will be promotional trail periods, such as offering certain networks and channels at a discounted rate for up to three months with a purchase of a one-year subscription. The consumer must pay the $300 initial cost and must lock in to service for a year. Other promotional techniques like this will be updated and changed quarterly each year. Promotional techniques offered would be honored in all areas that Smell-O-Vision is offered and will remain uniform in all areas. The Smell-O-Vision sales force will be trained to offer consumers discounts and promotions that are considering the service. All employees of Smell-O-Vision will be trained and educated to provide exceptional service and quality. The sales force will consist solely of employees who have graduated with at least a four-year college bachelor program and who have passed all Smell-O-Vision certifications. All Smell-O-Vision technicians will be certified as well. Other characteristics of a Smell-O-Vision employee include being motivated, reliable, and honest. Every Smell-OVision employee will look clean and dress in professionally during work hours. The company will provide its employees with polo golf shirts with the Smell-O-Vision logo stitched on it. Booties to go over work shoes and boots will also be given to employees to keep customers houses and carpets clean. Employees also must wear tan or black khakis, which will complete the uniform. Part of the Employees uniform will include his laptop and car. Every Smell-OVision employee on the street will have a computer log into each and put input his work agenda
everyday to make sure that he or she is on point and to keep track of where each employee is. The Kia Souls that each employee will have will be washed every morning to convey the professional look of the company. Employees of Smell-O-Vision will also help the company they work for enter the market off the clock. Smell-O-Vision will be a perk for the employees of the company. Smell-O-Vision will waive the initial fee for service and the prices of shows and networks will be discounted. This will encourage the employees to sign up for service and spread and promote the service to family and friends. Word of mouth and past experiences will
be a major way of introducing Smell-O-Vision. Satisfied consumers and viewers is the most effective way to promote the new service. Smell-O-Vision is the next biggest thing in the television industry since 3D TV. It will complete a consumer’s viewing pleasure my providing incredible smells and fragrances. It will create the perfect television viewing sanctuary. Imagine watching a baseball game and be able to smell all the delicious food being grilled in the ballpark. Smell-O-Vision is putting you in the stadium without the costs of actually going and at the safety and convenience of your own home. Watching the game in HD 3D TV and with the service of Smell-O-Vision is an experience like no other. The value that Smell-O-Vision adds to watching TV will be well worth the costs of the service. Smell-O-Vision’s goal as a company is provide a quality innovative product and service at a great price.
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