GROUP 5

 ZULFADLHI : 19059275
 VANNI FADILLA : 19059274
 SOFIE YASMIN : 19059271
 SHATIFA SALSABILA : 19059269
 SA’DIATUL AKMAWANTI : 19059268
 SHINTIA FAJRIN : 19059270
STUDY CASE 2

QUESTION OF STUDY CASE

 Visit two local retail service providers that you believe are positioned very
differently (such as KFC and Pizza, or McDonald and a fine restaurant). From
your own observations, compare their strategies on the elements of the
service marketing mix.
 Try a service you have never tried before on the Internet or on your smart
phone. Analyze the benefits of this service. Was enough information provided
to make the service easy to use? How would you compare this service to
other methods of obtaining the same benefits?
1. SERVICE MARKETING MIX

PRODUCT :
PRODUCT OF d’Besto
PRODUCT OF KFC
 
 The specific menu is Fried Chicken
 The specific KFC menu is generally
and Burger
Fried Chicken
 Special menu offered by d'Besto is
 Kombo Menu: Super Family Combo SADAS (Spicy Wings). This
 Praktis Menu: Oriental Bento, OR menu is the most popular d'Besto's
Burger, Kentang Goreng menu, because it has a spicy taste that
suits Indonesians.
 Goceng Menu: Cream Soup, Perkedel
 Other menus include Burger Cheese,
 Beverage: Mocha Float, Cola French Fries, and others
 Beverage: Cola, Milo, etc.
PLACE
 Place of KFC
 KFC uses a combination of Franchise
outlet system as well as company-
owned outlets. There are a total of
20,000+ outlets in 150+ countries that
KFC has outlets in all the major cities
 Place of d’Besto
 d'Besto is spread across several
areas in Indonesia such as Jakarta,
Bogor, Depok, Tangerang, Bekasi,
Bandung, Surabaya, Padang,
Pekanbaru, and others.
PRICE
 PRICE OF KFC
 Bundle Pricing: KFC bundles different
products together and offers it to
customers at a slightly lower price. KFC
provides different combo offers to its
customers and also provide an option
to its customer to make the combo of
their own choice.
 PRICE OF d’BESTO
 d'Besto provides low prices so that it
can be reach by all people, without
reducing quality. Because in general the
fried chicken business always has an
expensive market price so that it
cannot be enjoyed by all people. And
this is a very good strategy.
PROMOTION

 PROMOTION OF KFC  PROMOTION OF D’BESTO

 the company uses a proper mix of ATL,  The promotion is still quite effective
BTL and Digital channels for creating according to consumers. Promotion
awareness and promoting their through social media and advertising.
products
PEOPLE

 PEOPLE OF KFC  PEOPLE OF d’BESTO

 KFC always displays Star Employee of  With the number of employees around
the month as an appreciation for its 2000 people.
employees who have worked hard. And
there are managers at each of its
outlets.
PROCESS
 PROCESS OF KFC
 The process of KFC is actually the
delivery of products and to do so, staff
requires a service blueprint or a model
 PROCESS OF d’BESTO
 the processes carried out have been
effective in accordance with consumer
expectations such as food served
according to orders and accurate
cashier services
PHYSICAL EVIDENCE
 PHYSICAL EVIDENCE OF KFC
 KFC has outlets around every
countries. In UK, KFC has their outlets
in London, Manchester and these are
physical evidence of KFC. Apart from
this, KFC’s head office is also an
examples of physical evidence which
increase the brand identify for
customer and stakeholders of KFC.
 PHYSICAL OF d’BESTO
 There is a company symbol, namely a
picture of d'BestO writing and also a
picture of a chicken giving two thumbs
up, Employees have a uniform, Outlets
are scattered throughout Indonesia,
Have a jargon, namely "d'BestO
Jagonyarasa"
2. Try a service you have never tried before on the internet or on your smart
phone.analyze the benefits of this service. Was enough information provided to make
the service easy to use? How would you compare this service to other methods of
obtaining the same benefits.?
 Answer : Compatibility
 iPhone
Sonic V Application
 Requires iOS 13.0 or later.
 Information
 iPad
Seller
 Requires iPadOS 13.0 or later.
 Von Bruno
 iPod touch
Size
 Requires iOS 13.0 or later.
 24.7 MB
 Mac
Category
 Requires macOS 11 or later and a Mac with Apple M1 chip.
 Utilities
Copyright
Languages
 © VonBruno 2015 
 English 
Price
Age Rating
 Free
 4+
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 COMPARISON
SONIC V VOLUME BOOSTER
Seller Offered By
 Von Bruno  Bula Media
Size Size
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Category Installs
 Utilities  100,000+
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 BIBLIOGRAPHY
http://heartofcodes.com/marketing-mix-of-kfc/
Kotler, P., Keller, K. L. (2012). Marketing management ( 14 th ed.), England: Prentice hall
https://m.apkpure.com/id/volume-booster-goodev/com.goodev.volume.booster
https://apps.apple.com/be/app/sonic/id986999895
THANK YOU