Service management & MARKETING
SERVICE MANAGEMENT ASSIGNMENT:
For the purposes of this assignment, you will develop your own Individual Service Design Project!
1. Please explain in detail the service concept (purpose of the service; please define target market and customer experience) and service specifications (performance specifications design specifications delivery specifications);
(PPT slides: week 4)
Word count: 400 words
2. Please create the service blueprint and customer journey map for your chosen service design.
Remember:
A service blueprint is a diagram that visualizes the relationships between different service components people, props (physical or digital evidence), and processes that are directly tied to touchpoints in a specific customer journey. Nielsen Norman Group, week 4 Article
The customer’s journey is the process buyers go through to become aware of, consider and evaluate, and decide to purchase a new product or service. This includes all the different touchpoints customers use to interact with a product / service. (week 5 slides)
A customer journey map is a diagram or several diagrams that depict the stages customers go through when interacting with a company (week 5 sldes).
3. Please discuss the available media channels you utilise to create meaningful touchpoints with your targetted customers throughout their journey and explain in their significance in the service experience you design for them (400 words).
4. Please summarize the strategic importance of your Service Design in gaining competitive advantage. What types of service encounters are most prevalent in your service design? (400 words).
REQUIREMENTS
This assignment should answered entirely on one single Word.docx document of 3 to 4 pages (not including the cover or title page, table of contents, bibliography or appendix).
Structure of the Assignment
1. Cover page: The first page must contain the full name of the student, the logo of the school as well as the name of the course and the name of the professor.
2. Main answers clearly numbered and,
– Use sub-headings as you see fit.
– Use figures, tables, etc. as you see fit.
3. Bibliography: You should use the Harvard Referencing System.
4. Appendix (if needed)
Assessment Criteria.
Credit will be given for evidence of:
Library/Internet based research. Try to use a mixture of resources – books, articles as well as the internet.
Understanding of the issues raised by the question.
Concise and clear presentation. Acknowledge any quotes, ideas or arguments that are not your own using the Harvard system. Include a list of references.
Originality and a critical and questioning approach. It is important to be objective and to support statements with evidence.
A logical structure and well-argued conclusion
Marking weight: 40%
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MARKETING ASSIGNMENT:
Students to read the case study Coca-Cola: Move to the Beat and answer in groups the four following questions:
1. Based on the information provided in the case study and your own research, provide your own explanation of why mobile marketing has become so significant for brands. Please provide two further brand examples of successful mobile marketing campaigns.
2. According to the case study and your own research of Coca Colas: Move to the Beat campaign, what were the advantages and challenges of the campaign worldwide? Why would you say a localization approach was necessary in the execution of the campaign?
3. Please watch the following video on the Coca Cola Move to the Beat campaign (https://www.mmaglobal.com/case-study-hub/case_studies/view/27061) and analyse the core Coca Cola brand values reflected on the campaign. How are they used to create emotional connections with the young Coca Cola audience? Please use the relationship marketing concept to answer this question
4. What is the positioning and brand management strategy of Coca-Cola globally? Please read the following Harvard Business Review article A Better Way to Map Brand Strategy (https://hbr.org/2015/06/a-better-way-to-map-brand-strategy) to discuss how Coca Cola is the type of brand that shapes category dynamics such as consumer preferences, pricing, and the pace and direction of innovation
Assignment Guidelines
Please use evidence from the case study as well as evidence from your own research and study.
Credit will be given for evidence of:
Library/Internet based research. Try to use a mixture of resources – books, articles as well as the internet.
Evidence/analytical frameworks should be provided in tables on top of the main body analysis.
Understanding of the issues raised by the questions.
Concise and clear presentation. Acknowledge any quotes, ideas or arguments that are not your own using the Harvard system.
Include a list of references.
Originality and a critical and questioning approach. It is important to be objective and to support statements with evidence.
A logical structure and well-argued conclusion.
As well as with per everything else mentioned in the Rubrics.
Assessment Criteria.
Credit will be given for evidence of:
Library/Internet based research. Try to use a mixture of resources – books, articles as well as the internet.
Understanding of the issues raised by the question.
Concise and clear presentation. Acknowledge any quotes, ideas or arguments that are not your own using the Harvard system. Include a list of references.
Originality and a critical and questioning approach. It is important to be objective and to support statements with evidence.
A logical structure and well-argued conclusion
MMA CASE STUDY
Coca-Cola
Move to the Beat
Campaign Summary
As a key sponsor of the London 2012 Olympic Games, Coca-Cola wanted to become more relevant with a core teen
audience in order to drive an increase in both awareness and purchase globally. To reach teens, Coca-Cola tapped into
a key consumer passion music and showed their social side by creating an anthem out of the sounds of sport.
Strategy and Execution
The major challenge facing the mobile-led campaign was that across the global landscape, devices vary greatly, as do the
way in which consumers use their mobiles to communicate. A one-size-fits-all-solution wouldnt work: it needed to be
flexible and innovative without alienating users with a too-sophisticated use of technology.
Coca-Cola embraced mobile technology to engage with teens through the My Beat Maker app, which literally put
creativity in the hands of consumers by giving teens the chance to create their own beat-worthy tracks by offering a
library of sounds from athletic events (the thump of a basketball against the court, grunts from a tennis player, the
sound of spikes on the track) to create their own unique mashup.
Simply put, once inside the app, teens selected background rhythms by moving their phones. Holding the record button
added their sound to a 16-beat loop. Teens could layer and mix up to six sport sounds, synths, and vocals. For more
creative possibilities, turning the phone on its X and Y axis added delays or phaser effects. The musical algorithm
ensured the loop always sounded tight and on beat. Once complete, the masterpiece was loaded online to the Global
Beat the biggest musical collaboration in history!
Coca-Cola Move to the Beat2
For those teens without higher-end devices, the Create My Beat experience on mobile web gave users the ability to answer
a set of questions which, based on their answers, presented them with a personal ringtone that was then shared on the
Global Beat desktop experience.
World-famous British music producer Mark Ronson got in on the fun too. He travelled the world remixing tracks as part
of a documentary film broadcast that went viral in a run-up to the Games.
Since mobile marketing on a large scale is still fairly unique, this was one of the first fully integrated mobile marketing
campaigns run on a global level. To ensure compliance, a best practices guideline was written, covering a range of facts,
updates, content links, quizzes, and content giveaways that each market used as the foundation for its own campaign,
adopting and localizing as needed.
Results
The campaigns all-inclusive approach to engaging a broader audience was vital when it came to market buy-in. During
the 2008 Olympics, only one market activated a Coca-Cola app. In 2012, more than 45 markets did, nine of which ran
the full SMS program.
Of the nearly 25 percent of all Coca-Cola global markets running mobile as part of their Olympic campaign, 96 percent
activated mobile web, 97 percent the app, and 22 percent the SMS program.
Early results show that SMS already has over 186,000 registered global subscriptions for mobile campaign alerts,
with 40 percent of the world now able to subscribe via SMS to the campaign.
There were 911,185 impressions with a 45 percent response rate to daily quizzes and digital content prizes.
Mobile web converted the highest number of teens who created a beat and then shared to the desktop experience,
with the iOS version of the app driving the highest number of beats created.
Source
Move to the Beat. 2012 Mobile Marketing Smarties Best in Show, Gold Global Winner Brand Awareness; Silver
Global Winner Cross Media Integration. Brand: Coca-Cola. Lead Agency: Movement London.
