INTERNATIONAL INSTITUTE OF MANAGEMENT STUDIES

PGDM (SEM - III)

Batch 2017-19
FINAL EXAM-PH-II
PG508M: Service Marketing
Time: 2 Hour Max Marks: 60
Date: 28/12/2018
Instructions to the Candidates:
1. All case studies are compulsory.
2. Each case study carries equal marks.
3. Do not write your Name on the Answer Sheet.
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Q.1 Case Study

CGH Earth specialized in resorts that offered a local flavor, environmental sensitivity, and
an original and quality experience as its USP.The group specialized in resorts that offered a
local flavor, environmental sensitivity, and an original and quality experience as its USP. In
line with their USP, each property of CGH offered a different environment, giving the
tourists varied experiences at each resort.

Question

CGH stands for clean green home. How has CGH Earth integrated this concept with their
various services and leveraged on it to offer a unique experience in each of their resorts?

Q.2 Case Study

Airtel, the leading cellular brand, is a product of Bharti Cellular Limited - a part of the
biggest private integrated telecom conglomerate, Bharti Enterprises. In 2004, Bharti had a
presence in 17 of the 23 telecom circles in India and a customer base of over one million.
Apart from these, it also offered fixed-line services in five circles.Its mission statement
included "delighting customers" by "customer service focus, empowered employees,
innovative services, and cost efficiency" and this went a long way in helping it to establish
itself in the market. Over the years, Bharti undertook extensive customer research and
used various technological tools as well as promotion schemes to retain customers and offer
value- added customer services.Amidst stiff competition from local and international
players, Airtel has managed to continuously be in the limelight.

Question

What strategies has Airtel adopted time and again to improve customer relations?

Q.3 Case Study

VLCC, which was established in 1989 with a single center in New Delhi has now expanded
to 73 centers spread across 41 cities and has registered revenues of Rs.1 billon for the
financial year of 2004.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 life-long customer support.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.

Question

Being a leader in beauty and fitness services market, what pricing strategies can VLCC adopt?

Q.4 Case Study

Subway is a leading sandwich chain, which operates through a wholly-owned subsidiary,

Subway Systems India. The productstrategy followed by Subway involved customization of
its recipes and preparation to match the tastes and sensibilities of Indian consumers. It is a
unique franchising method adopted by Subway in India. The company's pricing and
advertising strategy is different from its competitors.

Question:

Subway has adopted a premium pricing strategy with prices 15% higher than those of its
competitors. Do you feel that such a pricing strategy is appropriate for the price-conscious
Indian consumer market?

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