TC/IS/2011/MS/144Service Marketing -MMT:2023Department of Business & Management StudiesFaculty of Communication & Business StudiesTrincomalee CampusEastern University of Sri Lanka

Creating the service product

Planning And

Branding Service

Product Line and Brand

Conrad Hotels and

resorts

Embassy Suites Hotels

Hampton Inn and Suites

Hilton grandvacation Inn

Home 2 Suites by Hilton

Family fun Romantic Retreat City Scene Amazon Adventure Winter Wonderland Tropical Travel

Product line

Hilton HHonors

Hilton HHonors

Conrad Hotels and resortsEmbassy Suites HotelsHampton Inn and SuitesHilton garden InnHilton grand vacationHomewood Suites by Hilton Home 2 suites by HiltonWaldorf Astoria

Product Line and Brand

Branding A High-tech, B2B A Family Product Of Brands At Hilton Hhonor

LINE:A FAMILY OF BRANDS AT SUN

MICROSYSTEMS• Corporate umbrella brand

• Hilton HHonors

• Product line brand (system support services)• Hilton Grand Vacation

Branding A High-tech, B2B A Family Product Of Brands At Hilton Hhonor

AT SUN MICROSYSTEMS

• Sub-brands (6 types of support service programs)

• Family fun• Romantic Retreat• City Scene• Amazine Adventure• Winter Wonderland• Tropical Travel

Branding A High-tech, B2B Family Product Of Brands At Hilton Hhonor

Offering a Branded Experience• Family Fun

Luxurious studio accommodation 1 -2- 3 bed room suit. Complimenting high speed ,wireless internet access. 24 hours Hilton fitness by presort.

• Romantic Retreat Luxurious studio accommodation 1 -2- 3-4 bed room suit. Complimenting high speed ,wireless internet access. Starbucks in lobby open 24 hours a day.

• City Scene One bed room suites and penthouses. Contemporary studio Complimenting high speed ,wireless internet access. Each unit features stylish furnishings fire quality lines

Offering a Branded Experience

• Amazine Adventure Spacious studio-plus 1 and 2 bed room suit. Complimenting high speed ,wireless internet access. Health and beauty suit.

• Winter wonderland Spacious studio-plus 1 ,2,3,4 bed room suit. Complimenting high speed ,wireless internet access. Complementary shuttle with in park city

• Tropical Travel Spacious studio-plus 1 and 2 bed room suit. Complimenting high speed ,wireless internet access. Heated swimming pool. Spa Fiesta kids entertainment club

New Service

Development

A Hierarchy Of New Service Categories

• Major service innovations

• Major process innovation

• Product line extensions

• Process line extensions

• Supplementary service innovations

• Service improvement

• Style changes

Physical Goods As Source Of Service IDEAS• Customers can rent goods—use and return for a fee— instead of

purchasing them• Customers can hire personnel to operate their own or rented equipment• Any new durable product may create need for after-sales services

(possession processing)• Shipping• Installation• Problem-solving and consulting advice• Cleaning • Maintenance• Repair• Upgrading• Disposal

Rent the Useof a Physical Good

Perform theWork Oneself

Hire Someoneto Do the Work

Own a Physical Good

•• Hire a taxi or limousine

• • Send work to secretarial service

• Rent car and drive it• Rent word processor and type

• Hire chauffeur to drive car

• Hire typist to use word processor

• Drive own car

• Type on own word processor

Creating Services As Substitutes For Owning And/or Using Goods 4-7)

Fast-FoodRestaurant(Eat In)

See sign Park and

enter

Order meal, and pay

Pick upmeal

Find tableand eat

Clear tableand leave

Drive-InRestaurant(Take Out)

See sign Order viamicrophone

Get meal atpickup, pay

Drive away,eat later

Stop car atorder point

HomeDelivery

Order food,

give address

Driver rings

doorbell

Pay driver,take food Eat

Telephone

Restaurant

HomeCatering

Arrange to meet caterer

Plan meal, pay deposit

Food and staff arrive

Meal ispreparedand served

EatStaff cleans

up; pay

Flowcharts For Meal Delivery Scenarios)

Elements Of A Hotel Offering: Trading Off Room Price Vs. Features/Services

External building design and features

Room features Food-related services Lounge facilities Services (e.g., reception) Leisure facilities Security—people/systems

Success Factors In New Service Development

• Market synergy• Good fit between new product and firm’s image/resources• Advantage vs. competition in meeting customers’ needs• Strong support from firm during/after launch• Firm understands customer purchase decision behavior

• Organizational factors• Strong inter functional cooperation and coordination• Internal marketing to educate staff on new product and its competition• Employees understand importance of new services to firm

• Market research factors• Scientific studies conducted early in development process• Product concept well defined before undertaking field studies