Page 178 - DMGT510_SERVICES_MARKETING

Unit 9: Service Product and Operation

11. Zee TV follows: Notes

a. Individual branding
b. Family branding
c. Company branding
d. Dual branding
12. Which of these is an individual brand of YUM Brands?

a. Dominos
b. Burger King
c. Taco Bell
d. Wendy’s

13. ___________ helps service marketers enter segments not previously targeted by either of
them.
a. Multi-branding

b. Cannibalization
c. Generic branding
d. Co-branding

9.4 New Service Development

In light of the discussion on service product, if a new service offer is to be developed, then the
following five steps should be systematically followed in a sequence, as shown in table 9.1.
Table 9.1: Developing New Service Offer

Stage What benefits consumers seek
I Problems:

CONSUMER BENEFIT CONCEPT  Inarticulate consumer
 Benefits south change over time
 Measurements on importance of
benefits
What benefits the service organization
II SERVICE CONCEPT
should offer
Service elements: Tangible and intangible
Service forms: in what way and how
III SERVICE OFFER
Service levels: quality- image and quantity-
volume
Using benchmarks of service offer
IV SERVICE DELIVERY SYSTEM
Develop processes, people and facilities
MANAGING IMAGE AND To support and enhance perceptions on
V
COMMUNICATION service offer

The first step in developing a new service offering is to assess the customer benefits. It is said
that people don’t buy products because of their attributes, rather they buy their benefits. Therefore,
it is important to identify what benefits the prospective customer would seek from your service
offer. Proper market research and available appropriate information should provide the necessary

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