What is a Service?
Any act or performance that one party can offer to another that is
essentially intangible and does not result in the ownership of
anything. It may or may not be tied to a physical product.
Questions (Club Med A)
Are you confident or nervous about Club Meds future?
Competitive Advantage at Club Med!
What are the essential ingredients of the service-delivery system? Can the process
How is company performing
The Fashion Channel
Competitors skimming prime targets
require competitive response
Choosing between targeting the largest
segment or combination of segments vs.
targeting a smaller niche that may
command a higher price point
Use of consumer research i
Consumer can be an individual, a group or an organization
Behavior can be a selection, purchase, usage, disposal etc
Purpose will be satisfaction of needs and wants
Behavior towards goods, ser
Creating Customer Value and Customer Relationships
Manage your customer base
Customer Perceived Value
Total Customer Benefit
Total Customer Cost
What is Loyalty
Deeply held commitment to re-buy or re-patronize a pre
Role and Purpose of Professor
Expectation from students
Business Standard, Financial Express, Economic Times, Mint, Wall Street Journal, Hindu
Session 9 n 10
P&G Case Study
Positioning of leading detergent brands in India
Surf Excel and Ariel- Stains
Tide and Rin: Whiteness
Ariel and Rin: Shine
Nirma and Wheel: Economy
Product Level Attributes