Tangibility Of A Service Product example essay topic

ANALYZING PRODUCT LEVELS AND THEIR TANGIBILITY Prepared By Sanjeev RatnapalaPCM 2 / 2004 / 0104 SBS Colombo October 2004 Preliminary Certificate In Marketing SIR LANKA INSTITUTE OF MARKETING Table Of Content. 1. Executive Summary. 52. Introduction To The 5 Selected Products. 53.

Analyzing The Levels Of The Products. 6-114. Product Tangibility Analysis For The Selected Products. 11-145.

Recommendations To Improve The Tangibility Of The 15 Selected Service Product. 6. Conclusion. 157.

List Of References. 15 1. Exclusive Summery. This report looks in to the five products that have being selected form the six product categorizes. They " re Casio wrist camera watch, Arpico supermarket, Shania twain, Sigiriya, United National Party. With aid of the information I've gathered, I have evaluated each product and analyzed their product levels and given reasons why I placed the characteristic of each product in that specific level, and explained how a marketer can use these to make product awareness.

Then, I've placed the products in the tangibility continuum and I have the reasoned out why I placed each product in the tangibility continuum. The chosen service product is further analyzed and given methods of how to improve the tangibility of it. 2. Introduction to the Five Products.

Every product can be categorized to six specific areas. The five areas that I have cho used from this six are Physical good, service, person, Organization, Place. The five products that I selected from each form these five categories are 1. Casio wrist camera (WQV-2 model) watch as a physical good. 2.

Arpico supermarket as a service. 3. Shania twain as a person. 4. Sigiriya as a place. 5.

United national party as an organization. 3. The above five products can be analyzed by there product levels (core, formal and augmented products). To the ease the analyzing process I have used the aid of diagrams.

3.1 Physical Good. Casio wrist camera watch (WQV-2 model). Augmented product Formal product Core product Convenience in photography Stopwatch. Display time. Alarm Light. Waterproof.

Display date, month and year. Screen Stores up to Can take black and white saver. 100 JPGs. Photos. Serial infrared port. Monochrome screen.

Casio wrist camera watch is the only watch in the market that gives you the privilege of having a camera in your wristwatch. Not only that the watch has many features in augmented area. All those features are advance in technology, thus showing to the Casio customers that they are up to date with today's technology. Combining these attractive features with prestige brand name it would be easy to compete in the market and because there is no other brand giving the customer these options so the customer who has the need to buy this watch will turn to Casio Company. If there is product awareness the promotional campaigns don't have to be aggressive.

3.2 Services. Arpico supermarket. Augmented product Formal product Core product Convenience in purchasing. AC Special entrance for disables. Variety of food items Parking space.

Furniture. Customer assistance. Electronic items. Internet preaching.

Customer assistance. Minicom. Home delivery. The threats form other supermarkets (, laughs, stand alone supermarkets... etc) gives Arpico supermarket a very tough competition. So the augmented features must be used as effective competitive advantages. I have categorized customer assistance they provide under augmented product because the assistance each supermarket provides is different (Ex: the friendliness of the sales personals, the knowledge about the product there selling... etc).

The internet purchasing and home delivery are the biggest advantages that they have on there side and mini com is also a big advantage both to the customer and the Arpico supermarket, to the customers side they can do there banking while shopping and the marketer's sales will rice because customer has easy access to there money thus encouraging them to spend it. 3.3 Person. Shania twain Augmented product Formal product Core product Entertainment in music Pop music. Vegetarian. Techno pop County music. Voice.

Attitude. Lyrics. Shania trains whole music career depends on her voice and lyrics if Shania twain fails in this no matter how many articles they put in the newspapers, the posters they give the customer want be satisfied because what they expect from Shania twain is not there. So the augmented products are not plenty but those few characteristics brings out her individuality and that is the reason the customers go to her.

If Shania twain changed the style in her music (Ex: rap, jazz... etc), then results can be ether negative or positive. Perhaps the fans may like it but chancres are bigger on they being disappointed, because the signers' individuality is the reason people gather around them. But attitude and lifestyles changers (for the positive) will trigger a customer attraction towards her. 3.4 Place Sigiriya Augmented product Formal product Core product Art and architecture Build as a rock fortress... The moonstones Messages carved in stones. Kata-path para.

The drawings. Si giri poems. Lion paws in the entrants. Kutta m po kuna. Even though moonstones and carved stone messages can be found in other ruins there are not the same. The messages are different and the artist who carved the moonstone can't carve another one exactly like it.

So every painting, every poem and all the architectural designs are augmented products therefore Sigiriya truly is one of a kind and that's the reason the people who has the need to see its art and architectural beauty goes there. The promotional campaigns to attract tourists to the Sigiriya wouldn't be a straggle at all. Because almost every feature of Sigiriya is an augmented product and their for it is easy to launch an effective promotional campaign. 3.5 An Organization United National party Augmented product Formal product Core product Leadership.

Democracy. Ministers. Party leader. Open economy. Economic Policy. Foreign policy.

Tax policy. Policy in peace process. Educational policy Even though every political party has policies, none of them are the same (Ex: Both UNP and JVP has an economic policy but UNP has open economy and JVP has something in-between open and closed economy) Every political parties prime objective is to obtain the leadership of Sri Lanka and give people better quality in life. To get to their goal they get the peoples votes.

They use their augmented products to win over the people. A person who has the need to be lead under these directions will vote for the party. 4. Product Tangibility Analysis For The Selected Products 4.1 tangibility continuum of a product Every product can be scaled by the tangibility continuum. The selected five products are also put in to this continuum so that we can see the point where they stand, between tangible goods and intangible services. Because " a marketers goods / services require a mix of it for effective customer satisfaction".

Perera, Nishan, Silva, Malik, "Preliminary certificate in marketing. Recommended study text". M&N publishing, page 89.4. 2 Casio wrist camera watch (physical good).

Although the wrist camera watch is pure tangible item, but the Internet purchasing, warrantees and guarantees that Casio Company provides are services. So even though the watch is a pure tangible good we cant place it as it is in the tangibility continuum because of there after sale services. For this reasons wrist camera watch will fall in to " tangible product with accompanying services" in the tangibility continuum. Casio wrist camera watch Pure Tangible good Hybrid. A major service pure tangible. With an with intangible accompanying accompanying service good.

4.3 Arpico supermarket (services product). Supermarket provides a major service to the community by allowing people to buy anything they wont under one roof. Customer assistance they provide is also a service. But a customer goes to a supermarket to buy physical goods and those are tangible items. The leaf lets, brochure and free samples that they give as promotional items are also tangible. If you consider the major competitiveness between supermarkets, you will see that there service is the major thing that brings out the differences between them.

If the service is poor customer will not be satisfied, and there for in supermarkets, services and goods are almost equally impotent. So Arpico supermarket will fall in closer to "Hybrid" in the tangibility continuum Arpico supermarket. Pure Tangible good Hybrid. 4.4 Shania twain (A person). People listen to Shania trains music to dance, to relax, to be inspired or just to enjoy the music.

So from the listeners prospective Shania twain is doing them a service. Her music reaches her fans in forum of cassettes CDs and DVDs and those are tangible items. Her posters, the immense amount of articles about her and her music in the newspapers are also tangible items. Considering these Shania twain would fall in to "major service with accompanying goods" in the tangibility continuum. Shania Twain.

4.5 Sigiriya (Place). Sigiriya is famous of its paintings and poems, which are tangible, and so is its art and architecture. The image of Sigiriya can be found in greeting cards you can find articles about this in sri lank en history books, newspapers and they " re all tangible items. Because of its rich history and beauty it attracts tourists and trough that it serve to the economy of this country.

The tower guides they provide are also a service. So in the tangibility continuum it would go as a "tangible good with accompanying service". Sigiriya Pure Tangible good Hybrid. 4.6 United National Party (Organization). A political party provides leadership, management, and guidance to a country and that is a major service.

But especially during the election times there are lots of posters, notices handouts and the policy statement, all these are tangible items. But considering the service they provide the tangible items are less and therefore, UNP must be placed between "a major service with accompanying good" and "Pure intangible" in tangibility continuum. UNP Pure Tangible good Hybrid. 5. Recommendations to Improve the Tangibility of the Selected Service Product. 1.

Improving the interior decorations 2. Putting up posters 3. Giving free stickers for kids 6. Conclusions.

1. By improving the tangibility of a service product you can get more customer satisfaction. 2. By analyzing the product level you can improve the quality of your augmented product. 3. You can recognize the strengths and weakness of your product.

And prepare a effective promotional campaign based on the strengths of your product. 4. Most products are a mixture of services and goods. 5.

By maximizing services and goods, as a marketer you can improve the customer satisfaction. 7. List of

Bibliography

1. Preliminary Certificate In Marketing Recommended Study Text. By Nishan C. Perera, Malik De Silva 2. Technical Report Writing Today. By Pauley Riordan. 3. web.