SOLVED NMIMS 2019 ASSIGNMENTS - Create a Service Blueprint for Domino’s home delivery operations covering all the various methods of placing an order
Create a Service Blueprint for Domino’s home delivery operations covering all the various methods of placing an order
Create a Service Blueprint for Domino’s home delivery operations covering all the various methods of placing an order
Assignment Solutions, Case study Answer sheets
Project Report and Thesis contact
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ARAVIND – 09901366442 – 09902787224
Services
Marketing
1. A woman entrepreneur is planning to set up
an e-shop for a range of costume jewelry made of silver and semi-precious
stones. Saira’s is the jewelry brand which is being targeted at girls and women
aged 13-50 years. Since she doesn’t have lavish budgets to promote Saira’s, she
is evaluating the following routes:
Home shopping networks offered by cable operators and
digital TV operators.
Word-of-web through social networking sites such as Facebook and
Twitter, consumer blogs etc.
Online stores such as Amazon, Flipkart,
Snapdeal, Myntra and also setting up company’s website
Home-parties or kitty parties of women; an
option based on word-of-mouth and consumer referrals
Exclusive outlets in
prime locations of the city
What are the various strategic,
tactical and locational considerations / factors that she should keep in mind
for deciding the most appropriate channel (s)? (10 Marks)
2. V4kids.com is a recently
launched online / e-tailing store which sells a wide variety of kids products
for the age-group 2-12 years, ranging from stationery and school supplies,
clothes, shoes, toys, board games, gaming apps, sports equipment, books,
magazines, e-book readers, tablets, notebooks / mini-laptops, ipods, etc.
Currently, V4kids.com faces
competition from online stores such as Amazon, Snapdeal, Flipkart, Babyoye,
Firstcry etc. besides the traditional retail brands such as ShopperStop,
Hamleys, The Toy Store, Child Junction etc. and also the retail counterparts of
online stores such as FirstCry store - which offer a wide range of children’s
products.
To reach out to the market,
V4kids.com is planning to create awareness about its online store, the range of
products, membership programs and its weekly hot deals –all in one go. For this purpose,
V4kids.com is planning a slew of advertising campaigns across different media.
Discuss the 5W’s of the Integrated
Service Communication Model for V4kids (10 Marks)
3. One classic advertising and service
recovery strategy used by companies involves turning a disadvantage into an
advantage. For example, a small car rental company who did not meet customer
expectations, ran a campaign “we are trying harder”.
Recently, the Domino’s pizza chain took
such an approach to the extreme. Marketers developed an advertising program to
address the problem of slowing sales in a declining economy. The first wave of
television commercials featured clips of consumers in focus groups, discussing
Domino’s, providing statements such as “Worst pizza I ever had; totally devoid
of flavor”, “Domino’s pizza crust is to me like cardboard” and “The sauce
tastes like ketchup”.
Domino’s had been able to maintain its
market share during the economic downturn. At the same time, employees and
company managers were concerned about the quality of the products being
offered. The advertising program was created to apologize for poor quality
pizza with the promise to do better by creating pies with improved ingredients
and better recipes, which lead to a complete menu overhaul during a 4-year
period beginning in 2008. “We think that going out there and being this honest
really breaks through to people in a way that most advertising does not”
explained the CEO Patrcik Doyle.
Some
marketing experts expressed concern that consumers would not listen carefully
to the message. They would hear the part about poor quality but not the part
about improving. Doyle believed that the risk was worth taking.
When the roll-out of new and improved
pizzas at bargain prices commenced, a new advertising campaign was launched,
featuring the comment, “We are only as good as our last pizza. So tell us how
yours was” followed.
Domino’s had already introduced the pizza
tracker feature to its website, which allows customers placing an online order
at the Domino’s website to follow the progress of the order from the shop to
the front door. Users receive an email directing them to the order tracking
page within seconds of placing an order and without having to refresh the page,
are told precisely when their pie is placed in the oven, checked for quality
assurance and dispatched to their home. The pizza tracker informs the customer
who was responsible for an individual pizza during preparations and delivery.
Following the completion of the
transaction, the customer can provide feedback directly to the store where the
pizza was made, which opens lines of communication with individual stores and
managers rather than the larger corporation. The pizza tracker program insists
that individual store owners will listen when customers are dissatisfied. By
naming the actual individual responsible for any service failure, the store
manager can improve operations on an employee- by- employee basis. Over the
course of the next apology campaign and new emphasis on customer feedback,
sales increased dramatically during the next two quarters.
The
company once again was willing to risk customer backlash, even mildly taunting
the pubic with the “Oh yes, we did” tag line. Time will tell if these two
maneuvers will generate long-lasting, positive effects for the company.
a. Evaluate the Service Recovery System
of Domino’s and suggest few other innovative methods to recover the customers (5
Marks)
b. Create a Service Blueprint for
Domino’s home delivery operations covering all the various methods of placing
an order (5 Marks)
Assignment Solutions, Case study Answer sheets
Project Report and Thesis contact
www.mbacasestudyanswers.com
ARAVIND – 09901366442 – 09902787224
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