Faculty Of Business Digital Marketing Services Marketing Managerment Individual Report.pdf

Table of Contents Question 1: Describe an unsatisfactory encounter you recently experienced with a a low-contact service provider via email, mail, or phone and b a high-contact, face- -t

FACULTY OF BUSINESS

DIGITAL MARKETING

SERVICES MARKETING MANAGERMENT

INDIVIDUAL REPORT

Student’s Information Name: Vũ Văn Tuyền Roll

number:

HS171566 Course: MKT202 Class: MKT1709

Lecturer: Phạm Khánh Huyền Submission date:18/06/2023

Table of Contents

Question 1: Describe an unsatisfactory encounter you recently experienced with (a) a low-contact service provider via email, mail, or phone and (b) a high-contact, face- -to face service provider What were the key drivers of your dissatisfaction with these encounters? In each instance, what could the service provider have done to improve the service? 3 Question 2: Select one high-contact and one low-contact service Using the Flower of Service framework presented in Chapter 4, define the core product and then identify and categorize all the supplementary elements for each of the two services Describe the results of your analysis Discuss how the petals can be used for service

differentiation and competitive advantage 5 Question 3: Analyze a successful advertising campaign for a service Why do you consider the campaign a success? What elements contributed to the campaign’s success? 9

References 12

a low-contact service provider via email, mail, or phone and (b) a high-contact, face-to-face service provider What were the key drivers of your dissatisfaction with these encounters? In each instance, what could the service provider have done to improve the service?

Unsatisfied encounter with Low Contact Service Provider (Phone ):

I recently had a very unpleasant encounter with a low-contact service provider over the phone I

called customer support to resolve my internet connection problem Since the moment I called,

my emotions have dropped

First, voice autopilot is too complex and difficult to navigate It took a few minutes of listening

to the array of options before I could get to the right department That took up my time

Next, when I was connected to a customer service representative, the frustration continued They

don't seem to care about my problem They spoke in a monotone and seemed to be reading the

script without taking the time to understand my particular problem Their lack of empathy and

engagement only further frustrates me

Furthermore, the representative provided vague and generic troubleshooting steps that I tried

before calling They don't seem prepared to handle more complex issues and don't offer any

alternatives or escalation options It felt like they were simply letting it go without really trying

to solve my problem

To improve the service, the telecom company may have made some changes First, simplifying

representatives on how to actively listen, solve problems, and communicate empathically will

greatly enhance the quality of interactions Finally, having a system in place to route calls to a

higher level of support for more complex issues demonstrates a commitment to effectively

resolving customer issues

Unsatisfied meeting with face- -face service provider: to

In another unsatisfactory encounter, I had a disappointing experience with a live service provider

at a local electronics store I bought a faulty electronic device and went to the store to ask for a

replacement or refund However, the store staff I encountered were unhelpful and uninterested in

solving my problem

Employees have a disdainful attitude and lack of understanding about their store's return policy

They didn't seem to want to listen to my concerns and make no effort to come up with a

satisfactory solution The lack of empathy and customer-oriented approach made me feel ignored

and underappreciated as a customer

In this case, the service provider could have improved service by ensuring that all employees

were thoroughly trained in the store's policies and procedures Empowering staff to make

decisions regarding refunds or replacements within reasonable limits will also greatly help in

resolving customer issues in a timely manner Furthermore, instilling a customer-centric culture

and providing ongoing training in effective problem-solving and communication skills will help

Question 2: Select one high-contact and one low-contact service Using the Flower of Service framework presented in Chapter 4, define the core product and then identify and categorize all the supplementary elements for each of the two services Describe the results of your analysis Discuss how the petals can be used for service differentiation and competitive advantage

High-Contact Service: Restaurant Dining

Core Product: The core product in restaurant dining is the provision of food and beverages to

customers in a comfortable and enjoyable dining environment

1 Order-Taking: Servers take orders promptly and accurately, ensuring that customers'

preferences and special requests are noted and communicated to the kitchen staff

2 Hospitality: Restaurant staff greet and welcome guests, creating a warm and inviting

atmosphere They provide attentive service, ensuring that customers feel valued and well taken

care of throughout their dining experience

3 Safekeeping: Restaurants offer secure coat-check services or storage options for personal

belongings, ensuring the safety of customers' possessions during their visit

4 Exceptions: Restaurants accommodate special requests, such as modifications to dishes for

dietary restrictions or preferences, ensuring that customers' individual needs are met

5 Billing: The restaurant provides accurate and itemized bills, making it easy for customers to

understand and settle their payments

6 Payment: Convenient and secure payment options are offered, including cash, credit cards,

and mobile payment apps, giving customers flexibility and ease of transaction

7 Information: Menus, signage, and staff provide information about the ingredients used, food

preparation methods, sourcing practices, and any allergens present in the dishes, catering to

customers' need for transparency and dietary awareness

8 Consultation: Knowledgeable staff offer recommendations, describe menu items, and provide

guidance on pairings or dietary restrictions, enhancing the overall dining experience

Core Product: The core product of a ride-hailing service is the convenient and efficient

transportation provided to passengers through a mobile app

Supplementary Elements (Petals of the Flower of Service):

1 Order-Taking: Passengers can easily request a ride through the app, input their pickup and

drop-off locations, and select any additional options or services, streamlining the booking

process

2 Hospitality: Though limited in physical interaction, ride-hailing apps strive to provide a

hospitable experience by offering user-friendly interfaces, clear communication, and driver

ratings/reviews

3 Safekeeping: Ride-hailing services prioritize passenger safety by implementing safety features

like driver background checks, GPS tracking, and sharing trip details with trusted contacts

4 Exceptions: Ride-hailing companies have dedicated customer support channels to handle

exceptional situations, such as lost items, driver behavior issues, or trip disputes, providing

prompt resolution and assistance

5 Billing: Transparent fare breakdowns are provided at the end of each trip, detailing the

distance traveled, any additional charges, and applicable discounts or promotions, ensuring

transparency in billing

6 Payment: Cashless transactions are facilitated through the app, ensuring a seamless and secure

payment experience for passengers Various payment methods, such as credit cards or digital

wallets, are accepted

7 Information: Ride-hailing apps provide detailed information about available vehicles,

concerns they may have, enhancing the overall customer experience

Analyze the results:

In my opinion, both high-contact and low-contact services have additional elements to enhance

the customer experience In restaurant dining, additional elements focus on hospitality, order

taking, consultation, invoicing, payment, safekeeping, information, and exceptions These factors

contribute to a pleasant dining atmosphere, personalized service, efficient operations, transparent

payments, and responsiveness to customer preferences and needs

As for the ride-hailing service, the additional elements revolve around information, ordering,

payment, safekeeping, exceptions, hospitality, payment and consultation These factors focus on

providing convenience, safety, transparency, quick customer support, user-friendly interface, and

efficient problem solving

Differentiation and competitive advantage:

Service providers can differentiate themselves and gain a competitive advantage by excelling in

specific complementary factors By focusing on aspects such as personalized hospitality,

efficient order taking, transparent payments, and exceptional customer support, restaurants can

create memorable dining experiences that help them different from competitors Similarly,

ride-hailing companies can differentiate themselves by prioritizing passenger safety, offering

transparent and competitive pricing, and providing reliable customer service

Question 3: Analyze a successful advertising campaign for a service Why do you

consider the campaign a success? What elements contributed to the campaign’s

success?

In this question, I will analyze about Share “ a coke” of Coca-Cola

(SAGE, 2018)

A successful ad campaign that can be analyzed is Coca-Cola's "Share a Coke" campaign This

campaign, started in 2011, involved replacing the Coca-Cola logo on bottles with popular names

and phrases, encouraging people to find and share personalized bottles with friends and family

their bodies Here are some reasons why this campaign can be considered successful:

The first is personalization: The campaign leverages the power of personalization by printing a

personal name on the bottle This creates a sense of uniqueness and makes consumers feel a

personal connection to the brand By exploiting the desire for personalization and self-expression,

Coca-Cola has successfully appealed to its target audience

personalized bottles of wine on social media using the hashtag #ShareaCoke This has created a

viral buzz and created user-generated content (UGC), increasing brand visibility, and reaching a

wider audience The campaign capitalizes on social sharing trends and harnesses the power of

word-of-mouth marketing

The third is emotional appeal: The campaign explores the emotional side of relationships and

connections By associating the act of sharing a can of Coke with moments of happiness,

friendship, and celebration, Coca-Cola creates an emotional connection with its audience The

campaign evokes nostalgia and a sense of belonging, resonates with consumers and strengthens

their relationship with the brand

The next an integrated marketing: The "Share a coke" campaign used a variety of marketing is

channels to maximize its impact It includes TV advertising, print advertising, outdoor billboards,

social media, and experiential marketing This integrated approach ensures that the campaign

reaches consumers through multiple touchpoints, increasing the overall effectiveness of the

campaign

Finally, global adaptation: A key element of the campaign's success was its global adaptability

Coca-Cola has adapted the campaign to different countries by combining popular local names

and cultural references, ensuring that the campaign resonates with a wide variety of audiences

This localization strategy has helped establish stronger bonds with consumers worldwide and

Measurable results: The "Share a Coke" campaign achieved significant results in terms of brand

awareness, engagement, and sales Coca-Cola reported a 2% increase in global sales during the

campaign period, and the campaign generated more than 500,000 photos shared on social media

After a few years the number has grown to 6 million photos increasing by nearly 25 million

followers and 250 million bottles of Coca-Cola sold in 1 summer These measurable results prove

the success of the campaign in attracting consumer attention and drive business growth (Bích,

2022)

(Bích, 2022)

➔ Coca-Cola's "Share a Coke" campaign can be considered a success due to the effective use of the above factors By creating unique and engaging experiences for consumers, Coca-Cola has

succeeded in increasing brand awareness, fostering a sense of connection, and ultimately driving

sales

References

1 Bích, N (2022, 11 6) Retrieved from Chiến lược Marketing c a Coca Cola B c th y ủ – ậ ầ chiến thuật tâm lý: https://nhahangso.com/chien-luoc-marketing-cua-coca-cola.html

2 SAGE (2018, October 30) Retrieved from Nhìn l i chi n dạ ế ịch marketing “Share a coke” thành công c a Coca-cola: https://sage.edu.vn/blog/nhin-lai-chien-dich-marketing-share-ủ coke-thanh-cong-cua-coca-cola/