Branding Service Products

In the management context, branding is a symbolic representation of information associated with a product or service. A brand particularly consists of a name, logo, other visible features, including color combinations, fonts, images, symbols, etc. A brand raises a number …

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Service Product Mix

The set of services offered by the service firm for sale is known as service product mix. It can be evaluated in terms of depth, length, width, and consistency. Here, the depth signifies the number of variations offered in a …

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Levels of Service Product

The levels of service product are as follows: 1) Core Service: Core benefit is the most important level of the hierarchy. At this level, the customer is buying the essential benefit or service. Here, marketers are the benefits providers to …

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Planning Service Products

The task of managing the product in the marketing of services should always be customer-centered. This responsibility was traditionally upon the operations department of the organization, where the operational convenience was given more importance over the needs of the customers. …

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Positioning a Service

In the year 1972, the positioning philosophy was evolved after a number of articles were written by Al Ries and Jack Trout titled “The Positioned Era” for trade publication Advertising Age. In fact, a book titled “The Battle of your …

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Targeting of Service

The most natural step is performed after the segmentation is targeting. It can be stated as an act of estimating and comparing the earlier recognized segments so that one or more segments can be selected based on the best results …

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Service Market Segmentation

The market contains various products/services, and they differ from each other in their specifications, quality, durability, and prices. The customers also differ in their habits, preferences, hobbies, income, culture, purchase decisions, etc. In order to streamline the marketing process, the …

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