Service Marketing Assignment 1

Understanding the GAPs in Service Sector 7Ps for Marketing Plan (Mix)

Name Nikhil Adhye Roll No 2011G10 SCMHRD EX MBA (Weekend Batch)

Presentation at a GLANCE COFFEE MARKET OF INDIA AND THE PALYERS COMEPETING. SERVICE GAP MODEL BRIEF ANAYLSIS.

7 Ps MODEL ANALYSIS (MARKETING MIX)

Nikhil Adhye

India - A Coffee MarketPlayers already present

a) b) c) d) e) f) g) h) i) j) Caf Coffee Day Barista Lavazza Costa Coffee The Chocolate Room CAD B Brewers The Coffee Bar Coffee Bean and Tea Leaf Indian Coffee House Mocha. Concorde Cuppa

New Entry Players

a) b) c) d) e) f) g) h) i) Starbucks Di Bella Gloria Jean's Caf Jubilee Dunkin Donuts Coffee Club Alto Coffee Bru World Caf Qwiky's and Caf Nescafe

Nikhil Adhye

The Growing Coffee Market 1700 Cafes in India out of which 1200 are opened in last 5 years. The value of the coffee market is $190 million. The market is expected to grow by 40% to 50 % in coming years. Potential can touch up to $800 million to $ 900 million by 2015. Expected no of Cafes 5000 by 2015 in India. Present average consumption of coffee is 85 grams expected to grow up to 2 - 3 KG. India being the 6th largest coffee producer in the world out put of 300,000 tons. With over dozens of international brand competing to make presence

Nikhil Adhye

Nikhil Adhye

Nikhil Adhye

GAP 1- NOT KNOWING WHAT CUSTOMER WANTS

Inadequate marketing research orientation. Lack of upward communication. Insufficient relationship focus. Inadequate service recovery. Taste of the food must be

Indian. No HAM to be used.

Should have hygiene. Should have clean caf. Should have drive through which will be able to provide quick service. Fast Service. Location has to be convenient. Should be fun and easy going place for the customers.

Nikhil Adhye

GAP 2- SERVICE DESIGN AND STANDARDS

Poor service design. Time to take the order by the executives Standing in queue for placing the order. Price. Quality of food which is being

Absence of customer-driven standards.

Inappropriate physical evidence and services cape.

served.

Mismatch in the order which is taken and the food which is served.

Nikhil Adhye

GAP 3- Delivering Service Design To Standards.

Deficiencies in human resource policies Customers who do not fulfill roles Problems with service intermediaries Failure to match supply and demand Staff Behavior.

Training to be given to the staff.

Salary. Incentive. Role Conflict. Employee Motivation

Nikhil Adhye

GAP 4- Not Matching Performance TO Promise.

Lack of integrated services marketing communications Ineffective management of customer expectations Overpromising Inadequate horizontal communications Proportional campaign to be

given.

Operating hours to be

redefined.

Adds to be given what is to be delivered. Menu.

Nikhil Adhye

7Ps for MARKETING MIX to fill the GAP

PRODUCT

PRICE
PROMOTION PLACE PEOPLE PHYSICAL EVIDENCE PROCESS

Nikhil Adhye

PRODUCT PROFILE Hot Chocolate

Cappuccino

Dunkaccino

Hot Tea

K-Cup Packs

Espresso Mint Hot Chocolate Nikhil Adhye

Vanilla Chai

Iced Coffee

Iced Latte Iced Sweet Tea Iced Tea

Strawberry Coolatta Frozen Caramel Drink Orange Coolatta

Vanilla Bean Coolatta

Nikhil Adhye

For FOOD LOVERS ( introduce a food menu that is relevant to Indian customers.)

Donuts
Bagel Twists Cookies Bagels

Danishes

Breakfast Burritos

Muffins

Munchkins

Chicken Salad Sandwich

Texas Toast Grilled Cheese

Nikhil Adhye

PRICE As the Brand has to compete against the well established Giants in INDIA so the pricing mechanism should be drafted very carefully. As our Target Segment is Middle Class Personal's, College Going students and working professional so we need to have a product mix pricing strategy of few costly products and a few not so costly products. The costly products can take care of the profit margin and the other products can take care of the revenue. As India being the 6th largest producer of Coffee so the local make coffee beans can be used so as to make the produce cost effective.

Nikhil Adhye

PROMOTION Use Of Social Media FAN PAGE

Interactive web page. Use of the traditional DD Cards.

Fame WALL Most Swiped DD Card (in a month) user chance to have a picture of his on the wall of the caf stores across INDIA.
Fame CUP Monthly competition the winner picture goes on the CUP for the month across the caf stores in INDIA.

Speak with the Athletes A day with famous athletes promoting the coffee brand
A dunkin album can be made which plays in the caf, along with other tunes.

Nikhil Adhye

PROMOTION The Donuts shaped cup, table and one shop in a metro across India.

Regular promotion tools like Newspaper, Press Release, A Interview on TV etc..

Employee Of The Month The employee of the month will have his picture on a wall. A Reading Caf for those who want to read (separate portion)

The Dunkins Store having a separate sale of the products.

Dunkins Wear (T-Shirt, Shorts, Caps). A Dunkin Race in the Town as a sport event (participant to wear donut shaped outfit)

Promotion for Health conscious people - Why to worry to Burn you calories!
Mobile application with a difference. DO your Coffee your way TO make a feel home factor.

Nikhil Adhye

PLACE To be establishing caf across prominent University / Colleges.

Across Metros in India establish a donuts shaped caf so as customer will be attracted. Establish stores / caf in prominent malls, shopping complex, multiplex.

Famous roads in India (need to establish caf for the brand presence).
Places which are near to Office Complex. Places which are near to GYM so as we can have a health tip which can be given.

Nikhil Adhye

PEOPLE HR to have right people to be selected and those who are Job Fit + Organization Fit.
Best Employee reward to be given and a pic on the Wall Fame to be displayed. Organizing the training and motivational programs to all the employees and manger.

To give the rewards / compensation / incentives to the employee based on his behavior towards the customer.(should be in a positive way)
To provide 6 months incentive scheme and salary rise scheme based on the performance. To inculcate the process of Team work in the employees.

Nikhil Adhye

PROCESS -

Design of the Donuts caf should ergonomically designed for there process.
The process should be as transparent as it can be (faith of customer can be gained). 2 Min coffee serving No time waste of the customer.

Flow of the customer services {self services} will be std.

As we have make your own coffee the same will be guided by the concerned staff member so as there shall be no confusion at that counter.

Nikhil Adhye

PHYSICAL EVIDANCE Uniform Code Grey Color T Shirt with DD logo on the right side. Blue Jeans.
The coffee machine should be in working condition all the time. The appearance of the caf should be neat and clean all the time along with the tables. The menu card can be in Donuts forms so it should be fun for the opening.

Nikhil Adhye

Thank you

Nikhil Adhye