The Gaps Model of Service QualityConsumer Personal needs Past Word-of-mouth experiencecommunications Expected service GAP 5 Perceived service Service delivery ExternalMarketer GAP 4 (including pre- and post- communications contacts) to consumers GAP 3GAP 1 Translations of perceptions into service quality specifications GAP 2 Management perceptions of consumer expectations
The Gaps Model of Service QualityConsumer Personal needs PreviousPeople’s view Launch(Flop) Thrill and Entertainment GAP 5 Service perceived is SUBJECTIVEMarketer Marketing •Failure to meet demand GAP 4 Techniques and supply •Intermediaries GAP 3GAP 1 Feedback about the quality of the show GAP 2 Proper Management
Reasons Customer for expectations Customer Gap 5• Not knowing what customers expect->As people are bored with these kind of shows and thinks they are monotonous e.g CID• Not selecting the right service standards and designs->Not selecting the right channel. So the channel reputation will hit the show’s reputation.• Not matching performance to promised->Not working as per the feedback of the people Customer perceptions
Reasons for Customer’s expectations provider gap I• Inadequate marketing research orientation->No polls, No feedback, no advertisement• Lack of upward communication->Management problem so called chinese talks Company’s perceptions of customer expectations
Translation of perceptions into service quality specifications Reasons for provider gap 2• Poor service design->Poor script, bad actor, bad scenario• Inappropriate physical evidence and service scope->Bad bike, lack of proper stunts and bad location Management perceptions of customer expectations
Customer-driven service designs andReasons standards forprovider gap 3 • Failure to match supply and demand->Consumers demand something and supplier supply something else. • Customer not fulfilling their roles->Not giving a proper feedback like mails, blogs etc. • Problems with service intermediaries->Problems with Sony channel Service delivery
Reasons for External communications to consumers provider gap 4• Lack of integration of marketing communications->Wrong marketing techniques used• Inadequate management of customer expectations->Manipulation of data related to the feedback• Overpromising->Res ipsa loquitor• Inadequate horizontal communications->Wrong management within the different departments Service delivery
Value proposal or Showing thePhysical Evidence Voting Awareness about the popularity showCustomer Action Public Poll Advertisements TRP Line of InteractionOnstage Contact Actors Bike Story LineAction Line of VisibilityBackstage Contact Director Stunt TeamAction Line of Internal InteractionSupport Service Equipments Technology Concept
Marketing MixProduct: Branding, Style and Fashion are the coreconcepts in our show.Price: Premium pricing has been done due to specialstunt sequences, therefore the show is on a limitedairing sequence. Decrease the overall cost but nocompromise with quality of entertainmentPlace: Using a direct and a single channel. Primestrategies to increase value of product. Yashraj TV alongwith Sony entertainment television was eyed as thesuitable distributor of the show. Contd…
Marketing MixPromotion:•Advertisements on a weekly basis is necessary to keepthe people guessing about what’s about to come next.•Tie-ups with reality shows to rake in stars.Physical Evidence:•Street hawk merchandises are to be circulated amongthe public to promote the show.• Selling merchandise through eBay. Contd…
Marketing MixPeople: Important part of the show are actors.So to provide the best you have ask publicthemselves to pick one through a public poll.Process: They have a dual target. To providecustomer satisfaction and optimize benefits.Small processes to meet individual targets andintegrating all the processes to reap eventualtarget.
Porter’s Five - Force Analysis Threats of New EntranceBargaining Competitive Bargaining Power of Rivalry Power of Suppliers Customers Threats of Substitute Services
The Threat of Entry Economies of Scale. Barrier to Entry by existing Industries. Capital requirement is high. Access to distribution. Brand Image and loyalty of established Industries in customers minds.. Government Rules and Policies.
The Threat of SubstitutesSubstitutes available in the Television markets.Performance of substitutes is good.Threat of substitute in total is low.Better quality
Bargaining Power of Buyers Degree of dependency upon existing channel of distribution. Availability of existing substitute services. Can switch to another substitute services. Buyer sensitivity. Differential advantage(uniqueness)of the show.
Bargaining Power of SuppliersPresence of substitute inputs.Employee solidarityStrength of distribution channel.Impact of inputs on cost or differentiation.
Competitive RivalryCompetitive advantage through innovationLevel of advertising expensePowerful competitive strategy.
Tackling CompetitionGet CreativeProvide outstanding customer serviceUniquenessObserving the steps of the competitors
ConclusionWe understood the challenge of providing marketing strategies for a show which was a flop in it’s first stint.We understood how economies of scale cannot be achieved in high risk and expensive endeavors.Also understood the benefits of taking risks and playing the right cards of promotion at the right time.