Developing Service Products and Brands

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2 Developing Service Products and Brands LO 1 Understand what constitutes a service product. LO 2 Be familiar with the Flower of Service model. LO 3 Know how facilitating supplementary services relate to the core produce. LO 4 Know how enhancing supplementary services relate to the core product. LO 5 Understand branding at the corporate and individual service product level. LO 6 Examine how service firms use different branding strategies. 2

3 Developing Service Products and Brands LO 7 Understand how branding can be used to ties service products. LO 8 Discuss how firms can build brand equity. LO 9 Understand what is required to deliver a brand service experience. LO 10 List the categories of new service development, ranging from simple style changes to major innovations. LO 11 Describe how firms can achieve success in new service development. 3

4 LO 1 Understand what constitutes a service product What are the Components of a Service Product The value proposition must address and integrate three components: (1) Core product It is what the customer is fundamentally buying (2) Supplementary services They augment the core product: Facilitating its use, enhancing its value (3) Delivery processes Design a service concept of processes to deliver both the core product and each of the supplementary services 4

5 Delivery Processes for Supplementary Services 5

6 LO 2 Be familiar with the Flower of Service model The Flower of Service Figure 4.4 The Flower of Service: Core product surrounded by cluster of supplementary services 6

7 LO 3 Know how facilitating supplementary services relate to the core product Facilitating Supplementary Services - - Facilitating the Use of the Core Product Information: To obtain full value from any good or services, customers need relevant information. Order-Taking: Once customers are ready to buy, a key supplementary element comes into order-taking. Billing: Billing is common to almost all services. Billing should be accurate, timely, fast payment for people. Payment: In most cases, a bill requires the customers to take action on payment. Self-service, direct to payee, automatic deduction from financial deposits 7

8 LO 4 Know how enhancing supplementary services relate to the core product Enhancing Supplementary Services - - Enhancing the Value of the Core Product Consultation Counseling Hospitality Safekeeping 8

9 LO 4 Know how enhancing supplementary services relate to the core product Enhancing Supplementary Services Consultation: To obtain full value from any good or services, customers need relevant information. Figure 4.11 An auditor provides a human touch during the process of consultation 9

10 LO 4 Know how enhancing supplementary services relate to the core product Enhancing Supplementary Services Counseling: Represents a more subtle approach to consultation to help customers better understand their situations and solutions. 10

11 LO 4 Know how enhancing supplementary services relate to the core product Enhancing Supplementary Services Hospitality: Hospitality-related services should ideally reflect pleasure at meeting new customers and greeting old ones when they return. Example: Junior coffee at SOGO 11

12 LO 4 Know how enhancing supplementary services relate to the core product Enhancing Supplementary Services Safekeeping: When customers are visiting a service site, they often want assistance with their personal possessions. Example: A hair salon, or barber shop 12

13 LO 5 Understand branding at the corporate and individual service product level Branding Service Firms, Products, and Experiences Branding plays an important role in services. Strong brands enable customers to better visualize and understand intangible products. They reduce customers perceived monetary, social, or safety risk in busying services, which are difficult to evaluate prior to purchase. Strong brands are surrogates when the company offers no fabric to touch, no trousers to try on, no watermelons or apples to scrutinize, no automobile to test drive. 13

14 LO 5 Understand branding at the corporate and individual service product level Branding can be employed at both the corporate and product levels. The corporate brand is not only easily recognized but also has meaning for customers. Branding individual service products helps to differentiate one bundle of output from another. For example: Banyan Tree Hotels & Resorts carefully crafted specified products for its various target segments branded as Heavenly Honeymoon Spa Indulgence Intimate Moments 14

15 LO 6 Examine how service firms use different branding strategies Branding Strategies for Services 15

16 LO 6 Examine how service firms use different branding strategies Brand House: Virgin Group brand name applied to multiple offerings Sub-brands: Master brand is the main reference point. E.g., Singapore Airlines Raffles Class, Singapore Airlines Suits FedEx: the FedEx family of companies, FedEx Ground - - Same Logo, different color FedEx Express, FedEx Home Delivery. 16

17 LO 6 Examine how service firms use different branding strategies Endorsed Brands: The product brand dominates, but the corporate brand still featured. Like Intercontinental Hotel Group: Intercontinental Hotels & Resorts, Crowne Plaza Hotels & Resorts, Hotel Indigo, Holiday Inn, Holiday Inn Club Vacations, Holiday Inn Resort. Parent brand & Son brand House of Brands: Yum! Brands, Inc KFC, Pizza, Hut and Taco Bell. Over 6 new restaurants per day opened 17

18 LO 6 Examine how service firms use different branding strategies House of Brands: Yum! Brands, Inc KFC, Pizza, Hut and Taco Bell. Over 6 new restaurants per day opened 18

19 LO 7 Understand how branding can be used to ties service products Tiering Service Products with Branding Service Tiering: Branding is not only used to differentiate core services, but also to clearly differentiate service levels. Decide what levels of performance should be included with each class of service. It is common in industries such as hotels, airlines, car rentals, and computer hardware and software support. 19

20 LO 7 Understand how branding can be used to ties service products 20

21 Building Brand Equity LO 8 Discuss how firms can build brand equity 21

22 LO 9 Understand what is required to deliver a brand service experience Delivering Branded Service Experiences The brand promise or value proposition is the heart and soul of the brand Shaping every aspect of the customer s experience by relating the notion of a branded service experience to the Flower of Service That is a metaphor by emphasizing the need for consistence in the color and the texture of each petal 22

23 LO 9 Understand what is required to deliver a brand service experience How to deliver branded service experience? Aligning the service product and brand with its delivery process, servicescape, people with the brand proposition Creating the emotional experience through the servicescape Crafting the emotional experience, building of interpersonal relationships, where the trust is established between the customers and firm s employees Investing our employees for those can deliver the brand experience that creates customer royalty 23

24 LO 10 List the categories of new service development, ranging from simple style changes to major innovations New Service Development Intense competition and rising consumer expectations Are having an impact on nearly all service industries. Great brands not only provide existing services well, But also continuously improve through innovation and By creating new approaches to service. 24

25 LO 10 List the categories of new service development, ranging from simple style changes to major innovations A hierarchy of new service categories Intense competition and rising consumer expectations Are having an impact on nearly all service industries. Great brands not only provide existing services well, But also continuously improve through innovation and By creating new approaches to service. 25

26 LO 10 List the categories of new service development, ranging from simple style changes to major innovations A hierarchy of new service categories 1. Style changes 2. Service improvements 3. Supplementary service innovations 4. Process line extensions 5. Product line extensions 26

27 LO 10 List the categories of new service development, ranging from simple style changes to major innovations 5. Major process innovations 6. Major service innovations 27

28 LO 11 Describe how firms can achieve success in new service development Achieving Success in New Service Development 1. Market synergy 2. Organizational factors 3. Market research factors 28

29 CONCLUSION Elements of the Service Performance Service Product Create value for The customer Service Performance Supplementary Services Delivery Processes 29

30 CONCLUSION The Search for Competitive Advantage Core Services Become Commoditized Create New Supplementary Services Improve the performance on existing products Competitive Advantage 30

31 CONCLUSION An Important Differentiator Service Product The way of the service processes is achieved Differentiate from another service provider Service Delivery Processes Differentiator 31

32 CONCLUSION Designing a Service Product is a Complex Task Core Services Supplementary Services How to Combine, Sequence, Deliver, and Brand Create a value proposition Meet the needs of target market segments Branding Strategies New Service Development 32

33 How to Increase Your Word Power 33

34 How to Increase Your Word Power 34

35 How to Increase Your Word Power 35

36 How to Increase Your Word Power fa ci li ta te 看字讀音記注釋 36

37 How to Increase Your Word Power en han ce 看字讀音記注釋 37

38 How to Increase Your Word Power en han ce en hance /ɪnˈhɑːns /verb [transitive] improve something 增進 +. Know how enhancing supplementary services relate to the core product. fa ci li ta te fa cil i tate /fəˈsɪlɪteɪt/ verb [transitive] make it easier for a process or activity to happen 使得 + + 變容易 Know how facilitating supplementary services relate to the core produce. 38

39 How to Increase Your Word Power matter 2 S1 W3 verb [intransitive not in progressive] to be important, especially to be important to you, or to have an effect on what happens The patent matters. Will it matter if I m a little late? 主詞 + 動詞 39

40 How to Increase Your Word Power Assignments How to distinguish Brand, Branding and Branded in this presentation? 40

41 Genre and Style Create an Established and Elegant Writing Style Eleg 41

42 服務行銷專題 Services Marketing People Technology Strategy 42