Page 150 - DMGT510_SERVICES_MARKETING

Unit 8: Market Positioning and Blueprinting in Services

Self Assessment Notes

Fill in the blanks:
1. Positioning is a battle for the consumer’s …………………
2. Positioning should be singular and ………………… with the values, beliefs and service
characteristics.
3. Big Bazaar has positioned itself on the basis of …………………
4. If a service brand positions itself as the “best service in the world”, it has positioned itself
on the basis of …………………
5. Virgin Mobile has positioned itself on the basis of …………………
6. Goodwill is ………………… feature attached with the service.
7. A positioning map is also referred to as ………………… map.
8. A positioning map consists of a grid on two axes, with ………………… on each of them.
9. If the market is not growing, it might result in a …………………
10. If the brand is able to set its offer apart from those of the rest of the competition, it gets a
decisive …………………

8.2 Service Blueprinting

The service encounter is difficult to describe with accuracy and therefore there is a lot of
subjectivity in its analysis. This inconsistency (variability) prevents quality measurement. This
has given rise to many methodologies in service encounter analysis and measurements which
seek to ‘map’ the service process. With such a ‘map’ and ‘scripts’, it is possible to be systematic in
the encounter analysis. This process is called ‘blueprinting’. Blueprinting has given rise to other
methodologies like ‘servuction’.

Figure 8.3: Blueprint for Student Acquisition and Education Delivery Process of a B-school

Prospect/
would-be Guide customer in enrolment/admission through personal
student counselling, terms and conditions in prospectus/brochure
reached display on notice board; clarifying admission criterion etc.
through
variety of
sources

ADMISSION PROCESS

1. Entrance test 2. Group Discussion

3. Personal interview

4. Selection criteria

EDUCATION DELIVERY
PROCESS Take corrective &
preventive action.

Measure and Monitor Results NO

Qualification of
Students
YES
Record Evidence
Through Marksheet
Analysis For
Improvement
LOVELY PROFESSIONAL UNIVERSITY 145