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- Marketing objectives
- Type of product
- Target market
- Market structure
- Rivals’ behaviour
- Marketing position
- Product portfolio
- Product lifecycle
- Marketing objectives
PEOPLE PHYSICAL PROCESS
EVIDENCE - Type of product
Employees Facility design Flow of activities - Target market
- Market structure
Customers Equipment Number of steps
- Rivals’ behaviour
Communicating Signage Level of customer
- Marketing position
culture and values involvement - Product portfolio
Employee research Employee dress - Product lifecycle
Other tangibles
Product
Marketing Mix Elements: Product
The Service
Concept
Augmented Service Offer
Consumer
Participation
Marketing Mix Elements: Product
Product: Branding, Quality, Warranty, Post transaction service
Implication:
• Brand promise helps in product differentiation and position
company in ‘Niche’ segment
Price
Marketing Mix Elements: Price
Price: Quality-Price Relationship, Consumer’s Perceived value, Discounts
Implication:
• Management Culture: Company promotes (a) ‘Open Honest’ culture. At Bugs Burger,
‘Mistakes are forgiven; liar are not’ (b) Routemen is treated no. 1 in the company –
Employees are made to feel that they are critical to success of the company
• Strong Hiring Process: Elaborate personality & aptitude testing, polygraphic examination,
Interview by Officials from Headquarter and shortlisted candidate interviewed by local service
managers
• Employee Training: 5 months of intense training combination of both on the job and
classroom training. Tests conducted by higher officials in Miami to check techniques they
have been taught by field managers against the company standards
• Work life balance: Employees are given complete freedom to manage the clients as long as
they are keeping the client premises ‘Pests free’ and running the account as their own
business
• Employee Support: Service specialist don’t need to worry about losses from conditions
beyond their control, they are compensated for such situations
• Degree of Involvement: Employees not punished for asking support / help in managing
client. Top management roll up sleeves and come for help. It is not seen as ‘negative’
behaviour.
• Incentives: Employees are paid handsomely; performance linked - best in the industry
Marketing Mix Elements: People
• Implication:
Implication:
• Standard procedures and strong quality control systems helps company
in keeping up the brand promise and fight competition
Discussion Questions