Please enable JavaScript.
Coggle requires JavaScript to display documents.
L4: Developing Service Products (3️⃣ Offering a Branded Experience (4 ways…
L4: Developing Service Products
1️⃣ Flower of Service
Facilitating [MUST HAVE]: Needed for service delivery OR to help in the use of core product e.g. order taking, info restaurant, billing
Enhancing [NICE TO HAVE]: Adds extra value for the customer e.g. free delivery, 30 mins delivery promise, customer service before/during/after sales
Core: Main component that supplies the desired service experience e.g. food delivery
2️⃣ Bundling Services & Experiences
Providers of more intangible services also offer a "menu" of products i.e. assembly of elements that are built around the brand, certain value-added supplementary services
Most firms offer a line of products rather than just a single product (service)
Firms can differentiate its bundle of services from competitors'
3️⃣ Offering a Branded Experience
Corporate brand: easily recognised, holds meaning to customers, stands for a particular way of doing business
Product brand: helps firm establish mental picture of service in consumers' minds, helps clarify value proposition
Branding can be used at both company and product levels
4 ways to build strong brands
Determine your own fame
Make an emotional connection
Dare to be different
Internalise the brand
4️⃣ New Service Development
Supplementary: Variety of service-related activities
🌸