Services Marketing

April 2023 Examination

1. You stay in a semi-urban setup and near your house, services for senior citizens are
extremely unreliable. How will you plan your service offering? What are the challenges you
will face while creating your service offering? (10 Marks)

Ans 1.

Introduction

A semi-urban area can be defined as an area with a high population. It is less established than the
primary location of the city. It does not have different solutions and needs to be extra-created.
Though a semi-urban area has a considerable population, it consists of robust frameworks and
many services. Typically, the cost of obtaining a piece of land in this area is relatively high in
contrast to the city location, where the cost of acquiring a home or a tract is very high. People
with reduced earnings typically stay in semi-urban locations and need help paying to stay in the
central part of the city. Semi-urban locations are also specified as moderately urban areas and
reasonably village-like. At the moment, it has all the basic facilities, but not more than that.

Concepts and applications

As pointed out in the question, I stay in a semi-urban area where services for seniors are
unstable. I want to give them better solutions so they can live gladly and comfortably and enjoy
all the solutions I supply.

Let's discuss the services I am looking to provide them-

a) Parks for walking and exercise- We all understand that parks and yards provide a wonderful
feeling to the citizens of culture. It has various advantages. Kids play in them and do tasks that
keep them active and enjoyable. Medium-aged people can stroll and work out, relying on their
state of mind and needs, and most notably, seniors can stroll and work out there and keep them
healthy and active. They also can sit and talk to their fellow older adults and discuss life and
previous experiences. Most of us know seniors seek company with whom they can eliminate and
speak time. So, the park is an excellent means of doing that. And the last advantage will be fresh
and tidy air. Older adults can sit in the park and breathe fresh air in this polluted atmosphere.

b) Organizing weekly events- We spoke about senior citizens searching for a firm to speak to
and chat with. Because senior citizens usually really feel lonesome as their family members are
constantly functioning or out someplace. I can help them by arranging once-a-week occasions to
gather all the households of the location, and they can do fun tasks we choose for them. For
example- dancing, singing, playing, etc. This way, they will enjoy time with their households
that do not hang out with them.

There is an event; a student has topped in their culture in his institution, a marital relationship,
birthday celebrations, and so on. This will be a benefit for them. Occasions can be arranged like
the Diwali celebration, Rakhi celebration, Lori celebration, etc.

c) Transport service- This solution will be expensive for every person, yet it will deserve it. In
this service, if an older man who can stroll can barely utilize this service. Because an older adult
incapable of walking cannot leave his home without his household's aid, his family members, as
we discussed, would constantly be hectic. However, right here, our service will come to the
rescue. We will get some battery Lorries to help them relocate from one lane to one more. It will
help them relocate from one place to another in culture.

d) Playroom- Senior people are primarily retired and do not have any job to do. So, we can build
a playhouse with video games including carrom board, table tennis, etc. They can also purchase
food and consume it while they are playing. It will help them appreciate themselves with their
fellow retired close friends.

Yet to supply all the above services would take a lot of work. I could need to encounter a lot
of challenges while doing so-.

a) High costs- Building everything from the ground up would require a lot of money. The
solutions would need significant resources to build a playhouse, begin a transport service, and
construct a yard. It will be a significant obstacle for me to start a business. The very first step is
to collect a respectable amount of funding that we will utilize to acquire things we would need to
start supplying services.
b) High risk- There is a high opportunity of failing. As for the solutions we would be supplying,
they might not be appropriate to the individuals of our location, and they would not be prepared
to pay more excellent prices for our solutions.

c) Time-consuming- As gone over above, it would be costly. However, we should likewise

think about the time obstacle. And in 1-2 years, several things can alter, consisting of people's
minds.

Conclusion

We can offer many solutions to senior citizens in our society, yet we need to face many
challenges in addition to them.

2. If you are an entrepreneur who wishes to open a nail paint shop, how will you
differentiate your offerings vis a vis your competitors? You are also clear that you want to
offer your services at a higher price point, where you intend to service fewer client base.
How would plan your service offering? (10 Marks)

Ans 2.

Introduction

Beginning a new company at present times takes the job. It is a complex job that demands a great
deal of hard work, high funding, personnel, etc. A typical individual needs help to also think
about beginning a new service because it is evident that he will be short of funding. Even if he
attempts to start a small-scale business, the vast companies will consume him. By large
organizations, we are speaking about the already developed firms that eliminate their
competition and appreciate revenues with significant margins. As if there are no competitors in
the market, it will assist the business in raising margins and making substantial profits.

In 2020, when covid-19 showed up from nowhere, it impacted business owners the most as
businesses could not carry out their operations. They had to pay expenditures to their property
managers, their workers, and so on. So, Covid-19 was a headache for entrepreneurs. Still, after
two years, the economy has not been able to revitalize. Our country's economic climate and the
world suffer from high inflation and economic crisis.

Concepts and applications

This is a particular niche company. It is an organization that will include high Web Worth
customers, as ordinary people do not go to nail paint shops. However, we can make it profitable
by separating our services and products.

I am beginning a new service, so I must ensure that I give top-quality services to build my
consumer base.

Below are the new techniques that will help my organization to differentiate from my
rivals-.

a) Unique selling points- USP means particular selling proposition. It is a catchy and small line
that attracts customers' attention. USP is generally used in the marketing procedure when a
company tries to convey a message to its potential consumers and uses USPs.

We can use USPs in our advertising projects as we companion with some advertising and
marketing companies. It will assist us in developing a brief message that will aid us in
distinguishing ourselves from our competitors. The USP should consist of the worth we provide
and what the clients will gain from our services and product. The USPs might depend upon
aspects such as the sort of product, rivals, and target segments.

b) Meet legal obligations- Any business must make professions and adhere to lawful and
reasonable techniques. Every business has to align its tasks with the pertinent regulations while
attempting to position itself in the market.

The most vital legislation to be familiar with is the consumer and competitors act 2010. It will
give our company a good and competitive working environment that covers the.

Contract legislation terms

Customer legal rights of acquiring and marketing products

Product security that makes sure the quality of the product

Enforcement, penalties powers that offer the rights to consumers to look for settlement.
c) Maintain your relevance in these- The only point consistent in business modification. That
is why it is vital to examine the customer fads shaping our market regularly. These might
involve-.

Technologies

Behaviors

Solutions

Rivals

Working style

We may need to upgrade our company by constantly advancing ourselves. It will aid us in
recognizing and getting hold of chances.

There is always an emphasis on shiny new things. It is always profitable to stay upgraded yet
constantly keep in check the basics of advertising and marketing-.

Take on an efficient approach.

Describe the fundaments of the market.

As a new service, I aim to accomplish marketing objectives, as effective advertising and

marketing will assist my business in reaching possible clients and increasing my sales.

The above strategies will help me differentiate my company from its rivals. A great entrepreneur
will produce a client base for his business and build a track record to help him survive in the
market. As we discussed earlier, our company is a niche organization that will entail high-cost
solutions so that the consumer base will be smaller than other companies. Great organizations
can also pay if entrepreneurs know how to sell their services and products to potential clients.

Conclusion

If the entrepreneur recognizes his competitive advantage by marketing his USPs, it will benefit
him in several methods. As we previously discussed, an entrepreneur who understands how to
sell his business can earn a living.
3. Sundar wants to start a ‘C2C’ (customer-to-customer) model of food service. He has just
passed out of his B School and the canteen food in his college was pathetic. Most days, he
relied on Swiggy and Zomato for his meals. He realized that probably there is a need to
have an option for customers to order it from homemakers or families who would be
interested in selling their cooked food to others. They are facing two challenges. First,
registering new service providers and second, building a loyal customer base.

a. How will you build a service brand for your offering? (5 Marks)

Ans 3a.

Introduction:

There are generally three kinds of businesses, B2B (Service to the company), B2C (Organization
to Customer), and C2C (Client to Consumer). Business to the company includes offering an item
by business to service, company to customer involves selling a product by organization leading
customers, and consumer to client implies offering an item by the customer to client. There are
typically two popular types B2B and B2C. Yet C2C is now obtaining popularity. Customer
service is typically the last and most when a business concentrates on the brand-building item.
This is a significant blunder and a missed opportunity to grow the business. Straightening
customer support and our brand is a vital but underused way to construct a consumer and attract
base, boost brand commitment and differentiate the business. It can create a truly lasting market
advantage if done right. Below are some means to use consumers to reinforce brand
identification. These techniques can be used to align client service with well-established
companies or build a brand through efficient customer support.

Concepts and applications

a) Brand-aligned customer service intent- Successful brands develop a strategy and perform it for
market success, and wise organizations map that strategy to build the brand. While services
generally catch brand intent in advertising and marketing, they ignore it in providing customer
care, whether it is with their websites, shops, get in touch with centers or branches.

b) Design brand-aligned process- Customer care services typically include firms, tasks, and
steps. High-touch brands ought to framework procedures that focus human assisted consumer
service over self-service, whether in the traditional working environment or a call center setting
(e.g., web and phone conversation). For example, contact center customer support entails
communications, call directing, communications, satisfaction, and resolution and can
additionally involve proactive outbound communications based on pre-determined business
policies and guidelines.

c) Services need to hire and preserve brand-aligned people for customer service. HR firms can
match the brand's character to the desired individuality of frontline reps to ensure brand-aligned
agent hiring and retention.

d) Give brand-aligned self-service- Self-service provides a significant possibility to construct

business more. As an example- sophisticated guided assistance online chatbots and knowledge-
based systems modeled after the company's multimedia-promoting representatives can
coordinate brand-aligned self-service consumer interactions.

b. How will build a loyal customer base? (5 Marks)

Ans 3b.

Introduction:

When operating in customer care, business growth, and advertising and marketing duties, we
need to boost consumer retention by incorporating and executing the appropriate strategies.
Structure consumer loyalty includes evaluating our present customer offerings and how we can
boost them to improve the customer experience. By comprehending reliable strategies for
building customer commitment.

Concepts and applications

Let's study some strategies-

a) Choose the right customer channels- An effective means to achieve client loyalty is
determining which communication channels will aid us in reaching prospective customers. - if
the client base is composed of individuals between the ages of 17-30, we might choose to
communicate with them regarding sales, brand-new items, promos, and various other
information using social media networks, email messages, and mobile applications.

b) Create customer loyalty programs- They help firms draw in consumers and maintain a solid
and loyal consumer base by supplying unique motivations to those who buy from them regularly.
These motivations encourage commitment by awarding customers continuously involved with a
business. Commitment programs include getting access to sales or occasions, gaining 100 rupees
in store debt with each purchase over 250 rupees, or sending clients samples of the current items
ahead of release dates.

c) Focus on customer service practices- Another efficient method to construct client

commitment and the base is to stress taking full advantage of the performance of the customer
support department. This involves upgrading customer care training programs, routinely
reviewing responses, and boosting or making variants of customer care channels like e-mail
communications, messaging systems, or phone interactions. Clients could lean toward returning
the items and making additional purchases when we supply superb customer solutions.

d) Partner with the business our customer’s love- We can develop consumer loyalty by
identifying firms in various fields that our client base loves purchasing from. When selecting
affiliates, we require making sure to include brands that do not compete in our market/ as an
example- a retail store might get connected with a fantastic beverage brand to offer price cuts on
cool drinks to customers that spend a certain amount of cash on the retailer's goods every month.

e) Host promotional events- Promotional events permit us to promote our business on a small
scale by funding a charitable program or organizing an item launch party for faithful consumers.
We can also host an online social media advertising event for product launches or free gifts.

f) Give discounts to customers on their birthdays- To reveal to our clients we appreciate them
as individuals, we can give them gift cards, discounts, and free products under a specific rupee
amount on their birthdays. This aids customers in feeling valuable and unique for registering for
various other promotions and emails. It is also a possibility to advice clients about our services
and products.