Alexidaniel Eunice

Labasbas Mutas

Darlene Basia Jane Irene Dacera Jham Dayawon

 OVERVIEW:
Planning and Creating Services
The Flower of Service
Branding Service Products and Experiences
 A service product comprises all
elements of service
performance, both tangible and
intangible, that create value for
customers.
 CORE SUPPLEMENTARY DELIVERY
PRODUCTS SERVICES PROCESSES
central component augments the used to deliver
that supplies the core product, both the core
principal, facilitating its product and each
problem-solving use and of the
benefits customers enhancing its supplementary
seek. value and appeal. services.
How the different service components are delivered to the customer?
The nature of the customer’s role in those processes.
How long will the delivery last?
The recommended level and style of service to be offered.
Must address the sequence in which customers will use each core
and supplementary service.
Determine the approximate length of time required for each step.
Information should reflect a good understanding of customers,
especially their;
Needs
Habits
Expectations
KEY:
Facilitating
Elements

Enhancing
Elements
The flower of service was introduced by Christopher
Lovelock which distinguishes between 2 types of
Supplementary Services. And consist of 8
Supplementary Service Dimensions.
 INFORMATION
01 customers often require information about how
to obtain and use a product or service.
1. FACILITATING
SUPPLEMENTARY UNDERTAKING
Customers need to know what is available and
SERVICES 02 may want to secure commitment to delivery.
The process should be fast and smooth.
they are needed to
facilitate the receipt BILLING
Bills should be clear, accurate, and intelligible.
of the service or assist 03 Billing is a typical supplemental service in all
services. customers as a rule anticipate that bills
in the use of the core should be clear.
product, Including
four dimensions: PAYMENT
04 Customers may pay faster and more cheerfully if
you make transactions simple and convenient for
them. Customers have to know what they pay for,
how to pay, and when they have to be paid.
 CONSULTATION
Consultation involves a dialog to probe
2. ENHANCING customer requirements and then
SUPPLEMENTARY 01 develop a solution that is suited to the
needs of the customer. “What do you
SERVICES suggest?”
add extra value for
the customer, giving
them a better
HOSPITALITY
In an ideal world, hospitality-related
experience. Includes services should represent happiness in
four other 02 meeting new customers and welcoming
returning ones. Both face-to-face and
dimensions: telephone interactions include
courtesy and consideration for
customers' needs.
 SAFEKEEPING
2. ENHANCING Safekeeping provides services by
SUPPLEMENTARY 03 adding value to the products or
SERVICES services of the organization. The
organization must take care of the
add extra value for client's personal property.
the customer, giving
them a better
experience. Includes
EXCEPTIONS
four other 04 Additional services that are not
supported as part of the regular
dimensions: service delivery are considered
exceptions.
 Not every core product is surrounded by supplementary elements from all
eight clusters.

The nature of the product helps to determine the following:

- Which supplementary services must be offered
- Which might usefully be added to enhance value and ease of doing business
with the organization.

People-processing and high-contact services tend to have more supplementary

services.
Firms that offer different levels of service often add extra supplementary
services for each upgrade in service level.
a defined and consistent “bundle of
output”.
Supported by supplementary services
(assembly of elements that are built
around the core products).
Differentiated by bundle of output.
 a group of connected products marketed under a single
brand name by the same company.
Most service organizations offer a line of products rather
than just a single product.

There are three (3) broad alternatives for product lines:

1. Single brand to cover all products and services
2. A separate, stand-alone brand for each offering
3. Some combinations of these two extremes
 The process of creating a distinct identity for a business in the
mind of your target audience and consumers.
INDIVIDUAL BRANDING
is a brand marketing strategy
where a parent brand gives a
product a new identity, and a
unique brand name, and allows
it to function independently.
CORPORATE BRANDING
refers to a company's image
or identity and how an
organization presents it to
customers.
SUB BRAND
an extension or subsidiary of
your main brand that has its
name, identity, and positioning.
ENDORSED BRAND
a branding strategy in which
different product or service
brands are positioned
individually from a parent
company while maintaining an
association, or endorsement,
with the parent brand.
 Branding can be employed at corporate and individual levels

Corporate brand:
Easily recognized
Holds meaning to customers
Stands for a particular way of doing business

Individual brand:
Helps the firm communicate distinctive experiences and
benefits associated with a specific service concept.
 THANK YOU
FOR LISTENING!