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Services Marketing
April 2025 Examination
1. There are various salons in your
city and in the future, you intend to open a salon. The problem is that all of
them offer similar kinds of services. In such a case, you'll need to make sure
you differentiate your service offerings. Analyse and present the approach or
the steps which should help you in creating differentiation for your processes,
people and physical evidence. (10
Marks)
Ans
1.
Introduction
The
salon industry is a highly competitive market characterized by similar service
offerings, making it challenging for businesses to stand out. In this scenario,
differentiation becomes essential for attracting and retaining customers.
Differentiation in services marketing involves creating unique value
propositions that distinguish a business from its competitors by focusing on
factors such as processes, people, and physical evidence. For a salon, these
aspects are critical in shaping customer experience, loyalty, and brand
perception. The goal is to build an identity that resonates with target
audiences by offering distinctive services and experiences. This requires
innovation, creativity, and a deep understanding of customer preferences and
market trends. By implementing a
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2. You play the guitar. Your
friends have been suggesting, that to start with your music classes. You also
intend to offer other music and hobby classes by inviting experts. Considering
that you plan to start your guitar classes, explain how would you apply the 7Ps
used in Service Marketing in the given scenario which should also help you in
an effective strategy formulation. (10
Marks)
Ans
2.
Introduction
Starting
guitar classes and expanding to offer music and hobby lessons through expert
instructors is an exciting entrepreneurial venture. In the service industry,
effective marketing strategies are essential for building a loyal customer base
and achieving long-term success. The 7Ps of service marketing—Product, Price,
Place, Promotion, People, Process, and Physical Evidence—serve as a
comprehensive framework to create, deliver, and communicate value to customers.
Applying these principles ensures a well-rounded approach to strategy
formulation, addressing every aspect of the
3. You have started a home cooked meal
service. However, reaching out to people is a big challenge considering your
limited marketing budget.
a. How will you build a service
brand with your limited budgets? (5
Marks)
Ans
3a.
Introduction
Building
a service brand with a limited budget is challenging but achievable through
strategic planning and resource optimization. For a home-cooked meal service,
the focus should be on establishing a strong brand identity, leveraging
cost-effective marketing channels, and creating an emotional connection with
the target audience. The essence of the brand should reflect the values of
freshness, authenticity, and care, which resonate with customers seeking
quality home-cooked meals
b. How will attract your first set
of customers? (5 Marks)
Ans
3b.
Introduction
Attracting
the first set of customers is a crucial step for any new business, especially
with a limited budget. For a home-cooked meal service, the focus should be on
reaching the right audience with personalized and value-driven offerings.
Building awareness, trust, and curiosity
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