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assignments NMIMS assignments September 2019
NMIMS Global
Access
School for
Continuing Education (NGA-SCE)
Course: Services
Marketing
Internal Assignment Applicable for
September 2019 Examination
1. A woman entrepreneur is
planning to set up an e-shop for a range of costume jewelry
made of silver and semi-precious
stones. Saira’s is the jewelry brand which is being targeted
at girls and women aged 13-50
years. Since she doesn’t have lavish budgets to promote
Saira’s, she is evaluating the following routes:
Home shopping networks offered
by cable operators and digital TV operators.
Word-of-web through social
networking sites such as Facebook and Twitter,
consumer blogs etc.
Online stores such as Amazon,
Flipkart, Snapdeal, Myntra and also setting up
company’s website
Home-parties or kitty parties
of women; an option based on word-of-mouth and
consumer referrals
Exclusive outlets in prime
locations of the city
What are the various strategic,
tactical and locational considerations / factors that she
should keep in mind for deciding
the most appropriate channel (s)?
(10 Marks)
2. V4kids.com is a recently
launched online / e-tailing store which sells a wide variety
of kids products for the
age-group 2-12 years, ranging from stationery and school
supplies, clothes, shoes, toys,
board games, gaming apps, sports equipment, books,
magazines, e-book readers,
tablets, notebooks / mini-laptops, ipods, etc.
Currently, V4kids.com faces
competition from online stores such as Amazon,
Snapdeal, Flipkart, Babyoye,
Firstcry etc. besides the traditional retail brands such
as ShopperStop, Hamleys, The Toy
Store, Child Junction etc. and also the retail
counterparts of online stores
such as FirstCry store - which offer a wide range of
children’s products.
To reach out to the market,
V4kids.com is planning to create awareness about its
online store, the range of
products, membership programs and its weekly hot deals –all in one go. For this
purpose, V4kids.com is planning a slew of advertising
campaigns across different media.
Discuss the 5W’s of the
Integrated Service Communication Model for V4kids
(10 Marks)
3. One classic advertising and
service recovery strategy used by companies involves
turning a disadvantage into an
advantage. For example, a small car rental company
who did not meet customer
expectations, ran a campaign “we are trying harder”.
Recently, the Domino’s pizza
chain took such an approach to the extreme. Marketers
developed an advertising program
to address the problem of slowing sales in a
declining economy. The first wave
of television commercials featured clips of
consumers in focus groups,
discussing Domino’s, providing statements such as
“Worst pizza I ever had; totally
devoid of flavor”, “Domino’s pizza crust is to me
like cardboard” and “The sauce
tastes like ketchup”.
Domino’s had been able to
maintain its market share during the economic downturn.
At the same time, employees and
company managers were concerned about the
quality of the products being
offered. The advertising program was created to
apologize for poor quality pizza
with the promise to do better by creating pies with
improved ingredients and better
recipes, which lead to a complete menu overhaul
during a 4-year period beginning
in 2008. “We think that going out there and being
this honest really breaks through
to people in a way that most advertising does not”
explained the CEO Patrcik Doyle.
Some marketing experts expressed
concern that consumers would not listen carefully
to the message. They would hear
the part about poor quality but not the part about
improving. Doyle believed that the risk was worth
taking.
When the roll-out of new and
improved pizzas at bargain prices commenced, a new
advertising campaign was launched,
featuring the comment, “We are only as good
as our last pizza. So tell us how
yours was” followed.
Domino’s had already introduced
the pizza tracker feature to its website, which
allows customers placing an
online order at the Domino’s website to follow the
progress of the order from the
shop to the front door. Users receive an email directing
them to the order tracking page
within seconds of placing an order and without
having to refresh the page, are
told precisely when their pie is placed in the oven,
checked for quality assurance and
dispatched to their home. The pizza tracker
informs the customer who was
responsible for an individual pizza during
preparations and delivery.
Following the completion of the
transaction, the customer can provide feedback
directly to the store where the
pizza was made, which opens lines of communication
with individual stores and
managers rather than the larger corporation. The pizza
tracker program insists that
individual store owners will listen when customers are
dissatisfied. By naming the
actual individual responsible for any service failure, the
store manager can improve
operations on an employee- by- employee basis. Over
the course of the next apology
campaign and new emphasis on customer feedback,
sales increased dramatically
during the next two quarters.
The company once again was
willing to risk customer backlash, even mildly taunting
the pubic with the “Oh yes, we
did” tag line. Time will tell if these two maneuvers
will generate long-lasting, positive
effects for the company.
PLEASE CHECK BELOW
a. Evaluate the Service Recovery
System of Domino’s and suggest few other
innovative methods to recover the
customers (5 Marks)
b. Create a Service Blueprint for
Domino’s home delivery operations covering all the
various methods of placing an
order (5 Marks)
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