Friday, 21 March 2014

7 p's of Marketing for Service Mix of CCD

                                                     OF Marketing

      We are taking the example of The most Youth loving Brand 'CCD'

Sit down TVC AD of CCD 

  1. Product: In case of services, the ‘product’ is intangible, heterogeneous and perishable. Moreover, its
    CCD Product 
    production and consumption are inseparable. Hence, there is scope for customizing the offering as per customer requirements and the actual customer encounter therefore assumes particular significance. However, too much customization would compromise the standard delivery of the service and adversely affect its quality. Hence particular care has to be taken in designing the service offering. CCD more focus on Youth liking product and CCD is also known as  'Best Time pass place'                                                                                                                                                                                                                                                                                               
  2. Pricing: 
    Pricing of services is tougher than pricing of goods. While the latter can be priced easily by taking into account the raw material costs, in case of services attendant costs - such as labor and overhead costs - also need to be factored in. Thus a restaurant not only has to charge for the cost of the food served but also has to calculate a price for the ambiance provided. The final price for the service is then arrived at by including a mark up for an adequate profit margin. CCD also keep in mind About pricing because their target segment is Youth & Students                                                                                                                                                                                                                                                                                                                                         3. Place: Since service delivery is concurrent
    CCD Place 
    with its production and cannot be stored or transported, the location of the service product assumes importance. Service providers have to give special thought to where the service would be provided. Thus, a fine dine restaurant is better located in a busy, upscale market as against on the outskirts of a city. Similarly, a holiday resort is better situated in the countryside away from the rush and noise of a city.     CCD  Always focus on near to college and Student hangout place .                                                                                                                                                                                                                                                                                                                                                                                                                                                  4. Promotions  

Since a service offering can be easily replicated promotion becomes crucial in differentiating a service offering in the mind of the consumer. Thus, service providers offering identical services such as airlines or banks and insurance companies invest heavily in advertising their services. This is crucial in attracting customers in a segment where the services providers have nearly identical offerings. CCD came very late in heavy promotion and in TVC ad but Now they are doing in full fledge. They also introduce various combo deals. Sit down Campaign for proving them self as a best hangout place.

     We now look at the 3 new elements of the services marketing mix - people, process and physical evidence - which are unique to the marketing of services.
    1. People: 
      People are a defining factor in a service delivery process, since a service is inseparable from the person providing it. Thus, a CCD is known as much for its Coffee &  food as for the service provided by its staff. The same is true of banks and department stores. Consequently, customer service training for staff has become a top priority for many organizations today.                                        People are the real assets of any organization, even the good thing about CCD you can sit 2 HR. 3 HR. they will say you for vacant the place.
    2. Process:The process of service delivery is crucial since it ensures that the same standard of
      service is repeatedly delivered to the customers. Therefore, most companies have a service blue print which provides the details of the service delivery process, often going down to even defining the service script and the greeting phrases to be used by the service staff.                               Process is most essential part of Service ind. It start from Greeting to customer and end till customer goes out. Greeting > Place order > Billing > Serve order > till customer goes out        from store                                                                                                                                                                                                                                                                                                                                                                                                                                             7.   Physical Evidence:
Physical evidence

 Since services are intangible in nature most service providers strive to incorporate certain tangible elements into their offering to enhance customer experience. Thus, there are hair salons that have well designed waiting areas often with magazines and plush sofas for patrons to read and relax while they await their turn. Similarly, restaurants invest heavily in their interior design and decorations to offer a tangible and unique experience to their guests. In CCD ambiance you will feel light and cozy and like hangout place

Thank you for Reading


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