Service Marketing Measuring Market

Question: Discuss about the Service Marketing for Measuring Market? Answer: Introduction: The process of marketing research helps the company in assessing the need of the various types of products and services preferred by the customers which can yield higher profits to the company. The company must work on forming catering packages and menus as that will help the team of the company in hitting the streets and delivering catering kits to the business houses such as hotels, doctors, hospitals and fitness clubs etc. Here the discussion will be on various issues related to the Pizza market of London. In this the role of marketing research in the marketing strategy will be discussed. The role of market research in a marketing strategy: With the help of market research of the existing products in the market the organization like Sacro Cuore, Pizza Pilgrims and Homslice etc. will be able to assess its effectiveness in catering the needs of the customers. In case any sort of changes are needed in the packaging and product delivery etc (Terpstra, Foley, and Sarathy, 2012). An effective marketing research helps the company in the formation of the feasible marketing plan and also in measuring the success of the existing plan. Marketing research based on controversial marketing strategies helps the pizza companies in various ways such as: It helps Sarco Cuore in being focused by job multitasking as the company engages in multiple projects such as pizza making, home delivery, drinks and beverages management, running business successfully and execution of different roles by the workforce in the organization (Roberts, and Zahay, 2012). It helps in taking advantage of the most lucrative opportunities such as targeting youngsters or working class as they pose to be most attractive section to be formed as the target market. The effective market research will help the company through its attractive offers and introduction of systems that helps the company in establishing itself as future-oriented while being relevant to the customers. The marketing research data of Homeslice Pizza Company helps in enhances decision-making capabilities of the management related to raw material, services provided and recruitment of the effective staff. This will help in minimizing the risk factors of the company. Identification of the marketing issue: The various issues identified with the help of marketing research include: The pizza operators like Santa Maria with their daily routines get easily comfortable. It is crucial for the pizza company to be comfortable with its daily routine with which the company can keep the business running effectively. It must also be remembered by the company that this same thinking can make the business stagnant (Pranic, and Roehl, 2012, p-245). The pizza company instead of settling with the daily routines must make efforts for business expansion through creative and innovative business ideas. The Pizza Patron Company thought outside the box and looked for new competitive frame for establishing distinctive image. This was done through social media programs and community activities etc. The trade association such as the National Restaurant Association conducts in-depth research about the new and the existing businesses. This kind of research helps in the company in interpretation of the running trends in the pizza industry. Pizza Metro Pizza believes that serving just pizzas wont make the company more productive. Its a technological age in which the orders of pizza come online rather than on phone (Lovelock, and Wright, 2001). The reputation of the company is maintained or even destroyed by the customers with just one click. The online trend of orders and deliveries through hundreds of platforms and programs will enhance the revenue growth and image of the company. The company has established its social media presence more effective by learning new technologies or trends. The pizza company does not ignore the importance of business trends as they can make the business grow and even keep it behind. The Texas Pizza Chain sticks to its core recipes. If the company deviates from its recipes then the trust of customers will be lost in the company. The company has to provide the customers with consistent experiences whenever they come to the company pizza outlets. The company is open and accepts the new ideas and technologies. The pizza company must learn to adapt new things and remain consistent to the catering services they provide to the customers. Selection of a marketing strategy for London Pizza market? The marketing strategy for the London pizza market must be such that it should strike a balance between an appeal to the potential and the loyal and mainstream customers. This will be helpful in increasing sales of the companys products in various quarters (Maister, 2012). The main intention of the company behind forming such a marketing strategy is to give various franchisees with an aim of establishing competitive value in the market. The three elements of the extended marketing mix: There were just four elements in the traditional marketing mix that included product, price, place and promotion (Huotari, and Hamari, 2012, p-20). Then the extended model of marketing came into existence with 7Ps then the additional Ps in the service marketing included people, processes and physical evidences. This model was proposed by Booms and Bitner in 1981. The new and extended elements included: People: For companies like Pizza Metro Pizza is the most crucial element of the marketing mix. When the services in the Pizza outlets are delivered to the customers then those people are not separate from the services being provided by the company. Recruitment: The workforce of the company has strong hospitality skills. With these skills it is ensured that the high-quality food stuff and drinks are delivered with good customer service. Behavior: Pizza Pilgrims restaurants have introduced ways to create a bond with the customers and show them appreciation. The customers are thanked for any appreciation shown by them towards the products and services of the company (Halinen, 2012). Impact: The employees of Pizza Pilgrims are appreciated for their performances and all of them are given a chance for proving their capabilities of being exceptional employees. The company outlets are equipped with workforce that is polite and well mannered. Processes: In Homeslice pizza company provisions are made for striking a balance between standardization and customization of the various processes followed in the organization that involves the activities those needs special attention and mention. Customers: The process of the Homeslice ensures that the same kind of services must be provided to all the customers on each day and at all the times (Lee, and Khan, 2012, p-135). Delivery: The Homeslice pizza company follows the processes in which semi-prepared raw materials are prepared in the kitchens. When the orders are received there is an immediate preparation done of the pizzas and then they are served hot. Some innovations like hot mark on delivery boxes are also introduced by the company. Physical Evidence: Delivery: In companies like Pizza Metro Pizza is a significance of the places on which the company delivers its services. Huge differences are established in the experiences of the users due to the level of comfort and attractiveness formed because of the location of services being provided. Packaging: Pizza Pilgrims Company has some innovative type of boxes such as Green Box this box is more than just a store box for pizza. From its outer surface it looks like a normal pizza box (He, Zha, and Li, 2013, p-465). Equipments: The crockery used in the outlets of Pizza Pilgrims is such that people find it exciting and delighted to use them. Dresses: The dresses of the Pizza Pilgrims have the uniform of T-shirt and jeans whereas for managers the dresses can be ties and collared shirts with formal pants. To promote its products and services uses various promotional measures, explain how the promotion influences customers: The Pizza pilgrims company advertises through the local newspapers that help in increasing brand recognition thus the sales of the product increased and even the repeated business sales also increased. The repeated readers of the newspaper actively look upon the advertisements printed in the newspapers for attractive offers and coupons of the company (Wilson, Zeithaml, Bitner, and Gremler, 2012). The readers of the newspaper normally expect the advertisements that are placed well near to the content which is similar to the ad content of the other product thus the advertisements easily attains attention of the customers. The Homeslice pizza company believes on television advertising because of the widespread popularity of the television advertisements that makes the company products more popular. The messages are transferred to millions of people at national and international levels (Grnroos, and Voima, 2013, p-140). The customers are influenced by the company through various forms of advertising combos such as audio, video and text messages for making the ads emotional and memorable that hits the target audiences to create an emotional bond and linkages with them. Pizza Patron targets the new customers from all over the world and potentially a new set of customers is influenced through the web advertising awareness. With this kind of advertising those customers are catered by the company who have never entered the real outlets of the company and these customers may also find the online shopping of company pizzas through the website of the company (Davis, 2012). The online discount coupons are used for attracting the customers with which the online purchases can be increased that also leads to the additional sales for the company. Conclusion: The special sections of the local newspapers try to hit the targeted audiences especially during festive season, holiday and in specific geographical areas. The company by advertising through a trusted local newspaper attracts its loyal customer base for providing information about the product. This emphasis on the product can help in building positive reputation in the community and among the targeted customers. The online messages of the company must be a combination of interesting messages, usable designs and brilliantly networked digital marketing networks that will be helpful in gathering efficient data for marketing research conducted by the company. References: Davis, J.A., 2012.Measuring Marketing: 110+ Key Metrics Every Marketer Needs. John Wiley Sons. Grnroos, C. and Voima, P., 2013. Critical service logic: making sense of value creation and co-creation.Journal of the Academy of Marketing Science,41(2), pp.133-150. 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