Services Marketing

Q1. You are the owner of a retail chain. You currently have consumer durables, groceries and
private label clothing range for kids, men, and women. The price point is low and the quality
you offer is fantastic. You have more than eighty percent repeat customers. In most of the
customer surveys that you have conducted with market research agencies have pointed this
unique feature of your store. You have successfully operated your business in Delhi. You
have about 15 stores operating across the state. During the last five years, you have spread
your offerings to the other northern states, and you have seen a wonderful response. You are
pretty encouraged, and you decide to take this down south. You have encouraged about
twenty five percent of your best staff member to open the first store in Bangalore. (With a
salary hike) They are your top performers. The vacant positions in the north will be filled up
temporarily and the staff members deputed would be called back after 3 years from the start
of the operation. The store opens as scheduled. The initial response is good, but within six
months, you see a plethora of complaints coming in and customers are unhappy with their
overall experience. Your cash counters seem to become empty with footfalls and profits
coming down. This comes to you as a big shock as you had not expected this to happen. You
are unwilling to give up and you need to understand why? Is it the mindset of the people, a
consumer whom you have never encountered before, or is it the issue of training your people
and re designing of your service offerings? But will you be able to turn this around? Do you
feel that there is a difference in consumer mindset in the South vis a vis the North? Can you
point some of them? What data do you need to reach to a conclusion and what steps should
you take to plug the footfalls?

ANSWER:

Introduction: Organization promoting means an association lifting its help of the customers.
As for offer a help, the concerned specialists are ought to have been humble/kind towards the
customers. This Displaying revolves around a slippery show because an assistance is a show
rather than a product which can be gobbled up. As indicated by address, I really want to find
that there is a differentiation in customer attitude in the South inverse the North and what data
I should reach to a conclusion. Further I really want to depict the means which I will take to
plug the footfalls of my new store of Bangalore.
Concept and Application:

Occasionally Organization promoting misfires because of something we do and various

events we miss the mark regarding something which we are not doing. If we follow our work,
this may give off an impression of being an overview, yet we ought to ceaselessly be assisted
with recollecting these reasons. There may be following reasons which associations crash and
burn at customer support:

They don't portray customer help goals: We cant essentially say, Lets give uncommon
customer help. We really want to describe what it is, the thing that it takes after and what we
want the customer to experience.

Ignoring critical correspondence stations: Do we really believe the phone to be our

fundamental means of showing up at customers? Without a doubt, perhaps its opportunity to
revive our concepts because few modernized resources have at this point supplanted the
phone as a fundamental correspondence station in numerous business areas. Key customer
support frustrations we truly need to do whatever it takes not to is unequivocally ignore
critical various channels, similar to electronic media, the messages sent through our site and
even email displaying replies. To prevent this issue, essentially extend our customer help
bunches space of action. Guarantee that our specialists are checking all of our correspondence
channels and in addition to the most standard ones.

Not alter our customer care: Customers like to feel happy in the event that they are regarded
properly when they associate with associations anyway in the event that they feel that they
are managed really like another number, they are presumably not going to make a delicate
relationship with that brand. We ought to understand that customer help dissatisfaction,
which is fail to alter our contact. To do thusly, its imperative to consider our groups profile
and use appropriate talk. We can go past and desire your gathering to use information about
customers to offer better help.

Shed quality after-bargains: Do whatever it takes not to give every one of our undertakings
just to get new customers, since the after-arrangements ought to similarly be regarded in our
strategy considering the way that open customer support channels are crucial contraptions to
work on this point of view. One of the customer help dissatisfactions contains not regarding
the after-bargains, not setting up our gathering to oversee cases like disfigurements,
exchanges, questions and regardless, proposing new purchases. All things considered, we can
assist our results with this and manufacture customer endurance.

Not dealing with our customers issue: All around, customers contact our organization with an
issue to be tended to and then, our business work is to offer the game plan that they require.
Association specialists should focus in on dealing with issues is central to give a quality
experience to their customers. Similarly, our organization bunch needs to have the essential
freedom to take apart each case and arrangement the right game plans.

Pardoning the analysis got: Do we have channels where our group can send their points of
view about our customer help? Association specialists should make the affinity for taking
apart these information sources and finding methods of additional fostering the mistake that
were raised. This will help us with achieving a more raised degree of significant worth is
depending on our groups insight to help us along thusly.

Not remaining mindful of examples and headways in our field: We ought to be fixed on
searching for improvements that can chip away at our work and individuals who can't do a
comparable then they can be beated by their adversaries who are doing standard progressions.

Fail to screen shopper unwaveringness level: Do we know how our purchaser dedication
level is? This ought to be conceivable essentially according to popular demand that our group
rate the assistance they got, including electronically. Whatever the result, it should be the
early phase for our strategy.

Further foster our customer care by avoiding authentic mistakes: Since we are familiar the
basic customer support dissatisfactions we should avoid in our business, We should endeavor
to perceive likely issues/bottlenecks that grant issues to occur, just as recollecting various
specialists for this work to rely upon a greater part of feelings and contemplations.

Date essential for the given case:

Customers complaint data

How the customers complaint handled by the association specialists

What is the customers rating for the assistance gave

What move has been made to deal with the score

What new headways has been done to attract the customers

Steps for dealing with the assistance:

To contact the current customers through internet based media for getting information about
their suspicions. Legitimate move should be made to meet the customers suspicions.

To do new headways to attract the customers

To address the customers grumblings on need

To take a reasonable action to additionally foster the customer achievements rating

Conclusion: right after going through the various reasons which may have come about the
mistake of Bangalore store, data had to know the clarifications behind dissatisfaction and
steps can be taken to additionally foster the store productivity, it might be assumed that
customers satisfaction is focal worry for creepy crawly business since, in such a case that the
customers are not happy with the help of any store then that retail store can't get
accomplishment. It is fundamental for any relationship to give due importance to their present
customers since, assuming that they will be satisfied then they will bring new customers for
the affiliation.
Q2. You have worked in the industry for a decade, and you are now fed up with the boring
work environment around you. The entrepreneurial bug has bitten you and a food business is
in your mind. There are numerous challenges, however. In your city, the working population
is large enough to sustain the business, disposable incomes are high, and you feel that there is
a niche offering that needs to be created for your restaurant, for example a Japanese or a
Korean cuisine. The problem however with a niche is adoption to local tastes, preferences,
and the biggest challenge of whether customer would be interested in them. The next big
challenge would be for you to reach out to the right set of customers. This might take you
some time, and your biggest fear is that the initial buzz that you may create at the start may
not sustain after a point. Also, if you are successful, there may be copycats coming in. You
are therefore considering a second alternative of ‘tiffin services’ to people around you. This
may not have the glamour but will make you cash bells ringing from day 1 if your product is
right. There may not any need for branding or the need to position yourself. It is a dilemma
that you are facing. How would the service offering be different in case of a restaurant vis a
vis tiffin service? (7Ps) and how would you plan to market the service offerings? (restaurant
vis a vis tiffin service)

ANSWER:

Introduction: On the off chance that we have been aching for opening our own caf, we have
doubtlessly pondered our restaurant concept. Picking the concept of our business is the
incredible piece of the restaurant orchestrating process, when we get to permit our
imaginative psyche to run wild. Our concept should consolidate the sort of restaurant we
really want to open, the way of cooking we will serve, and the help style we will use. Before
we set up the menu/region, we should set sure that what the market assumptions for their
plate are for lunch. It is extraordinarily vital for know the market with real
investigation/homework. We can capitalize on our cooking capacities for a tiffin organization
in more than one manner. I really want to depict that how the help offering be unmistakable
in case of a caf versus tiffin organization, what are the 7Ps and how I would plan to feature
the assistance commitments.

Concept and Application:

Organization introducing in Restaurant:

Being speedy and Careful: Customers can be disturbed when they need to remind their
servers about the sales and they may even eat food without the genuine trimmings/reward.

Organization with a Smile: It is crucial for a caf owner to avoid horrendous help, and the
specialists should decidedly try to help the outstanding assistance that happens when staff
people/servers take a valid interest in their customers.

Being Open: Customers like to see chiefs/hosts and servers to give extraordinary customer
help by setting expectations. It has been seen that various burger joints are hesitant to truly
walk around the bar/to the counter to demand something. Just by being recognizable, we
cause customers to feel they are having a prevalent experience since they know whether they
need something, we are in that broad region, available to help.

Being Extraordinary: Customers can get incredible food and great customer help wherever
yet what will isolate our caf is the amount we will work really hard to be outstanding.

Organization introducing in Tiffin Organization:

Individuals who are satisfactory at cooking, and love it past the degree of a normal errand,
can without a doubt change it into a remarkable business opportunity, for instance, a tiffin
organization.

They need to have are the resources and some magnificent business contemplations to adjust
their skill.

To acknowledge the entryway considering the way that every agent expedient lunch every
day.

Incredible tiffin organization will handle this issue for some office members who can't or
don't have the chance to fix themselves a home lunch preceding going to work step by step.

Seven Ps in Help Displaying:

Product: Product insinuates what we are selling, including every one of the components,
advantages and benefits that our customers can appreciate from buying our work and
products. While exhibiting our product, we truly need to consider the basic components and
benefits our customers need or need, including styling, quality, fixes, and ornament. We can
use imaginative work to enlighten the progression in regards to new products in our business.

Worth: This suggests our pricing strategy for our products and organizations and how might
affect our customers. We should recognize how much our customers are prepared to pay, how
much increment we need to provide food for overheads, our general incomes and portion
procedures, and various costs. To attract customers and hold our advantage, we may
moreover wish as far as possible and incidental pricing.

Headway: These are the restricted time practices we use to make our customers aware of our
products and organizations, including publicizing, bargains systems, progressions and direct
advancing.

Spot: Spot is where our products and organizations are seen, made, sold or flowed. Access for
customers to our products is fundamental and assurance that customers can find us. We can
isolate yourself from our resistance through the arrangement of our retail space and by using
feasible visual merchandising techniques. On the off chance that we are not a retail business,
place is at this point a critical piece of our promoting. Our customers may require an
expedient transport turnaround, or need to buy secretly manufactured products. In the event
that we are starting another business, noticing the right business region will be a key
exhibiting strategy.

People: People suggest the staff and agents who work for our business. Exactly when we give
brilliant customer care, we make a positive experience for our customers, and in doing as
such market our brand to them. Give our business a high ground by enlisting the ideal people,
setting up our staff to encourage their capacities, and holding extraordinary staff.

Process: Process implies the processes related with passing on our products and organizations
to the customer. Having incredible process set up ensures that we on and on pass on
comparative standard of organization to our customers put away time and money by
expanding productivity.

Genuine confirmation: Real evidence implies all that our customers see while associating
with our business. This joins the genuine environment where we give the product or
organization, the arrangement or inside arrangement, our packaging, our branding and so
forward

Conclusion: Resulting to going through that how the assist presenting with canning be
different in case of a diner inverse tiffin organization, the 7Ps and plan of market the help
commitments, it might be contemplated that accomplishment of caf versus tiffin organization
will depend on the assistance being introduced by the money chief. There is essential for
competition in both the associations. To develop a diner, individual will require gigantic
money however tiffin organization can be started with limited total. If the idea of the food
will be better in tiffin organization and the money administrator offers quick help then,
chances of ending up as the winner will be more.
Q3. Trail Blazers academy is a coaching academy, providing training, coaching, and
counselling services for students. Their primary revenue source is from the coaching they do
for medical and JEE. Established a decade ago, it is now a well-known brand, but faces sever
competition from the crowded market of the coaching space. The quality of the students
passing out are well know and many candidates are able to crack the JEE and medical exams.
However, in the last couple of years, the company has tried to expand using the franchise
model. This was possibly the best model available. But with tremendous amount of
competition happening online and offline, the pricing model of the academy has changed.
The fees for the course are on the brochure but is charged variably. There are no
standardizations followed. Many of the franchisees charge whatever they want to, essentially
to maintain a minimum threshold of students flowing into the organisation. Sometimes the
center heads of the franchise, encourage existing students to bring in new candidates, there by
incentivizing them. Some of the hard negotiators are able to settle down at a lower price point
that what others are paying. In many cases, students were allowed just with a token money
with more than the usual EMIs. Everything seems to be as per the flexibility of the center
managers. While some of the franchises are happy, others are not. The location of the center,
number of enrollments drive the pricing. The parents are unhappy with this mechanism and
there are complaints floating in the social media about Trail Blazers. The franchises are
incentivized on the total revenue they add to the parent group. Many of them therefore have
started the recent practice of creating fake candidates, thereby making themselves eligible for
more incentives. Trail Blazers have also realized that due to competitive pressure, they are
unable to make good margins in the business and wants to expand their offerings. They are
now planning to start a HR recruitment consulting firm. The CEO can drive this, because of
his previous experience in this area. He also has a team, which is capable enough. The CEO
has invited you, as a consultant. They are in a dilemma on whether they should use the Trail
Blazers brand name to the recruitment consulting firm or use a new name. Trail Blazers
sound to be a great name for the consulting firm and matches with the nature of work that
they intend to do. However, many of the other managers opine that these two businesses are
different and not related and therefore the brand extension is not suitable for the new
offerings. Even if they use the same name, how would they position themselves?

a. How do you price their services better? (5 Marks)

ANSWER:

Introduction: Pricing organizations is more inconvenient/complex interestingly, with pricing

products since we can routinely pinpoint the cost of making a genuine product anyway it's
more enthusiastic to work out the worth of our bearing, our staff's capacity, and the value
inside ongoing memory. We can, regardless, use a part of comparable secret pricing rules to
figure out our costs and working expenses notwithstanding our genuine advantage in setting
our expense for organizations.

Concept and Application:

Factors to consider in pricing:

Here are the components that experts say we should contemplate when endeavoring to sort
out what cost to charge for a help:

Cost as well as pricing: To choose cost, we need to figure out direct costs, deviant costs, and
fixed costs. With the cost notwithstanding approach, what to recall is that in the event that we
are paying someone Rs. 50 an hour, we may figure we should charge Rs. 50 an hour for the
assistance they give, but we really want to factor in the aggregate of our costs. Those costs
join a piece of our rent, utilities, administrative costs, and other general overhead costs.

Competitors' pricing: We should have some familiarity with about what competitors are
charging for similar organizations in the business place. Competitor pricing can be known
from competitor destinations, calls, bantering with associates and accomplices who have used
a competitor's organizations, disseminated data, and so forward I don't really accept that it's a
shrewd idea for any business visionary to fight on cost if we can avoid it. If we want to battle
on cost to win a customer, we may see whether that customer will be devoted to me in the
event that they notice someone offering an assistance at a lower cost. We really want to set up
long stretch associations in the business place. We need to convince the customer that we are
giving them tremendous worth to the extent organization and quality. We just should have
some familiarity with about what the resistance is charging.
Seen worth to the customer: When we have a product, we may decide to use foundation
pricing, which all around takes the rebate cost and copies it to compose an expense to charge
and record for our advantage. With a help, we can't actually do that. To our customer, the
huge variable in concluding the sum they will pay for a help may not be the manner by which
long we spent contribution the help, regardless what the clear worth of that assistance and our
capacity is to them,

Conclusion: directly following going through the various factors which we should consider
for the pricing of our organizations, it might be contemplated that pricing for our
organizations should be established on our organizations. Expecting our organizations are
emotional, the customer will finish with incredible expenses for us since they will like our
quality for the organizations being publicized. We want to offer creative sorts of help to our
customers with the objective that we can esteem our organizations at higher rates
interestingly, with our opponents.

b. Is wandering into one more help submitting a sensible thought for Pioneers? What are
the logical benefits and troubles that you think about a specialist? (5 Engravings)

Answer:

Introduction: There can be a risk that the new assist presenting with making ideas that hurt
the selflessness of the main brand because the management may not give enough resources to
the introduction of new organizations. I want to depict that wandering into one more help
proposing a sensible idea for Pioneers or not. Further, I want to depict the normal benefits
and challenges of new help introducing of Pioneers.

Concept and Application:

Probable Benefits of new assistance commitments:

Opportunity to Show up at New Business areas: When Pioneers will set up a fundamental
association then it will normally expand awareness of a brand among an out and out new
market. It has been seen that a large part of the hour of enhancing alliances, an association/an
assistant will be a business which offers something different through and through of
organizations to a market.

Expanded Brand Care: There will be freedom to create/increase market size with an
affiliation presents the additional opportunity to fabricate consideration regarding the brand.
If our brand care isnt creating, our business isnt creating. It should be recalled that alliances
grant any firm to contact a more broad group without contributing extra energy and capital.

Permission to New Customer Base: New commitment relies upon searching for new,
innovative methods of expanding its customer base and show up at new reasonable
customers, and outlining a fundamental conspiracy offers a possibility. A nice assistance
offering alliance will give permission to an absolutely new customer base that the foundation
would not have drawn nearer regardless.

Hardships:

Picking the Right Associate: We ought to understand that picking some unsatisfactory
accessory can be hurting in the event that it can't add to the improvement of our business.
While examining different associations that our association may really outline an alliance
with, recollect that this will much of the time be a prohibitive relationship, meaning it may
very well be the principle business our brand will really need to work together with in the
class.

Building an Ordinarily Beneficial Arrangement: it is all around ridiculous to go into a

business relationship with the goal to help the other party likewise whatever amount of it will
help our brand. There comes one more test to continue to keep the relationship generally
worthwhile all through its lifetime, which will require dedication, trust and dependability
from the different sides.

Keeping up with Trust and Reliability: It is reality that having trust and validity, any
association has no foundation to expand on. It will be essential for the two players pushing
toward an arrangement to spread out their targets/presumptions clearly and momentarily
before the affiliation is set.
Another assistance introducing by Pioneers:

New assistance offering is sensible wandering for Pioneers yet they need to take explicit
actions before picking their associations since wrong alliances will make horrendous picture
for them watching out.

Conclusion: directly following going through the various advantages and challenges for
associations for expanding the business by new help commitments through alliances, it will in
general be surmised that accomplishment of the new commitment will depend on the picking
the right association accessories for the current business. If the choice is horrendous, there
will be a mischief to the current brand and business yet expecting organizations are adequate,
the business will create and it will fabricate the productivity and advantage of the current
business.