Service marketing report

Topics: Marketing, Brand management, Positioning Pages: 10 (3113 words) Published: March 16, 2014


BUS 268: Service Marketing

Report Topic: Positioning of Raffles hospital

Content Page
1. Journal Review…………………….………………………………….……………….3 1.1 Positioning…………………….…………………………………………………...3 1.2 Determinant Variable……………………………………………………………...4 1.3 Positioning strategy………………………………………………………………..5 1.4 Positioning map……………………………………………………………………7 2. Organization (Raffles hospital)………………………………………………………..8 2.1 Positioning………………………………………………………………………....8 2.2 Determinant Variable……………………………………………………………...8 2.3 Positioning strategy………………………………………………………………..8 2.4 Positioning map…………………………………………………………………..10 3. Bibliography………………………………………………………………………….13 4. Appendix……………………………………………………………………………..16

1. Journal Review

1.1. Positioning
Journal
1. Product Positioning Strategy in Marketing Management (2009 2. Strategic Brand Positioning Analysis through Comparison of cognitive and conative perceptions (2010) 3. The Position of the commercial brand of the company from the perspective of customer and experts (2013) As stated in all three articles, positioning is a process which marketers would present a polished image of themselves to the consumer. Positioning would involve a psychological approach in tuning the consumers’ perception of the brand, rather than the product itself. A good positioning would help to distinguish the products of a certain brand from that of their competitor. (KARADENIZ, 2009). Positioning is not a strategy. Instead it is the backbone of the business. (Nejad, 2013). Marketer need to understand their main consumer, such as age group, preference, economical status, etc. This would allow marketers to know the needs of their consumers, thus aiding in advertisement and the design of the product itself. Besides positioning, brand identity is another essential aspect to maintain a strong customer base. (manhas, 2010) In general, marketing positioning theory is divided into three sections. Article 2 summaries them into the various categories: information the consumer received daily, emotional defense, and the actual message that the consumer should receive. (manhas, 2010). As the market is unpredictable, marketers have come out with strategies to reduce the potential risk that may be incurred and possible misunderstanding on the part of the targeted consumers. Positioning is intangible and it is one of the key factors in developing strong customer base and brand equity. (Nejad, 2013). As a result, marketing positioning has relied on the attribute of the target market. Marketer would either change the specification of the product to fit the target market or change the attribute of the target group. (KARADENIZ, 2009) This would allow consumer to associate themselves with the brand. In a long run, brand loyalty would be cultivated among the customer base. Hypothesis 1:

Positioning is a foundation of a business. It changes base on the needs and desire of the consumer. 1.2. Determinant variable
Journal
1. Building a Coherent Corporate Identity in Start-ups (2013)- 2. Policy implications of market segmentation as a determinant of fixed-mobile service substitution: What it means for carriers and policy makers (2010)- 3. The importance of choice attributes and the positions of the airlines within the South African domestic passenger airline industry as perceived by passengers at Durban International Airport (2012) Determinant attributes of positioning is not differentiated by the best quality of service, but the attribute used by consumer to decide which service to go for (Chitty, et al. 2012). All articles 1, 2 and 3 agree that the determinant attributes of positioning is to differentiate from their competitors on top of segmentation (Campbell, et al. 2012). However in article 1, it clearly differentiated from the other two articles. As it believe that a company needs to differentiate from competitors by corporate branding and the company’s culture, by focusing on the...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • 8 Ps of Service Marketing Essay
  • Summary Services Marketing Essay
  • Services Marketing Essay
  • Marketing: Customer Service Essay
  • Essay about Service Marketing Mix
  • The Difference Between Marketing Services and Marketing Products Essay
  • Effectiveness of Services Marketing at IRCTC – with reference to Lucknow Region Essay
  • Service Failure and Service Revovery Essay

Become a StudyMode Member

Sign Up - It's Free