Template for Service Marketing
Transcript: Updated in 2010 “The logo is modern yet timeless, clear and striking, and implies a dynamic and forward-looking institution” Karisma Warwick Business School has premised their brand on being a leading institution dedicated to the teaching and learning of business related courses. Goal of service provider: Profit vs Not for Profit Rajinder Leilah Berry's Service Branding Model Type of Market: Consumer vs Industrial “Brand development is crucial in services, given the inherent difficulty in differentiating products that lack physical differences” (Zeithalm, 1981). Anita WBS Vision Statement The ‘External brand communication’ can be viewed as the uncontrolled information, which customers absorb about the company and its services – outside the firm’s control but can be influenced Communication - Of paramount focus for a service provider, as it offers the most influence with new customers who have had little or no experience with the service to shape their impressions Undergraduate Office (open Monday to Friday) Personal Tutors Office hours of all lecturers Booking appointments via MyAdvantage Core magazine which showcases WBS research In 2010, the school underwent a rebranding operation, which involved changing the logo to symbolise the modern yet timeless values the institution embodies, while also publishing a series of advertisements in line with their new strapline "we look at things differently." Service Marketing - Group 12 Summary Advertising Modern branding is increasingly concerned with assembling a mix of values, both tangible and intangible, creating a meaningful experience for consumers. It is a promise of future satisfaction, and involves the company’s self-image as well as how is it externally perceived. The brand itself is comprised of the presented brand, brand awareness, external brand communications, brand meaning, customer experience, and brand equity. Airport •WBS introduced the Birmingham Airport advertising campaign in 2013 WBS 50th Anniversary •#wbs50 & celebratory logo for 2017 •“A theme is a good thing to have for a major anniversary—and even better if a special initiative is launched to bring it to life.” (Harvard Business Review, 2012) Definition: Brand equity refers to a value premium that a company generates from a product with a recognizable name, when compared to a generic equivalent(1) Labour intensiveness: People vs Equipment " Strapline " - - - - To be a world leader in business education, research and engagement, helping to create a better global society. Arvind Brand Equity ‘Brand awareness’ is the ability to recognise and recall a brand when provided with a cue. ‘Brand meaning’ is what comes to the customer’s mind when a brand is mentioned. • Focused on the stream of business (Narrow) • Global courses cater to a large market (Foundation) Strong financial brand equity, which is supported by their 62% rate of international students Classification of services Maitreyi It is recommended WBS: 1. Advertise in other airports around the world at the world’s top 4 busiest airports for international traffic(2). Information stall at every airport they advertise. 2. Emphasize WBS as a young and growing, renowned business school. 3. Host a high publicity event such as a WBS summit, Harvard Business School Centennial - Harvard Business School Global Business Summit in 2008, with notable alumni. 1. Online courses – Harvard, HEC Paris and Imperial all have online courses available 2. Social media – e.g. YouTube – whilst WBS are active on most social media platforms, for example, YouTube, the content is good but they get around 100 views per video – they do not advertise themselves enough 3. Student satisfaction – out of top 5 institutions offering Business & Management studies, Warwick is the second lowest for student satisfaction 4. Greater exposure of alumni statistics needed – e.g. high starting salaries, where people are working e.g. Investment Banks, Big Four THANK YOU Competitors Provider skill level: Professional vs Non-professional RECOMMENDATIONS Sami The ‘Customer experience with company’ is what the customer has gone through when approaching the company Imperial CollegeBusiness School vs. Warwick Business School Customer contact: High contact vs Low contact 2) Publicity – The position of WBS in the media WBS professor’s opinions mentioned in highly respected news sites Specifically sponsoring education related initiatives ♣ ‘Brightest Minds Scholarship Contest’ in 2014 ♣ ‘Women’s Leadership Summit ‘in 2003 4. Improve the slogan would be recommended such as the Harvard Business school’s strapline of ‘we educate leaders who make a difference in the world’ (3) 5. Increase their social media presence by increasing quantity and quality of the content they post. 6. Actively encourage their researchers and professors to provide opinions on news sites. 7. Increase their sponsorship of more initiatives which are relatable to their target audience, secondary school students 8. Look to
Prezi Present
Prezi Video
Prezi Design
