Analysis of Service Marketing Mix for Drench Juicy Water

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Executive Summary

In this case study elements of service marketing mix are evaluated in the context of theoretical framework of 7 P’s of services marketing for Drench Juicy Water. it has been quite proactive and flexible in its many strategies which exhibits organization’s quick responsiveness to changes in external environmental variables when it comes to Excelling at Customer Service . Drench Juicy Water excels in the process element of its service marketing mix since it operates as a truly global organization, and the set of processes involved in creation of services of the business are well defined and documented. .

Table of Contents

Introduction 32

Product 32

Price 4

Promotion 54

Place 5

People 6

Processes 8

Physical environment 8

Conclusion 9

References 9

Introduction

To adequately analyze customer service theory or concept in practice, this paper reflects on the Britvic Soft Drinks particularly Juicy Drench water and how the organization serves their customers’ needs in relation to its marketing strategies or mix. The theory of customer service is still wide open to differing understanding and interpretations. Kisperska-Moroñ (2005) upholds that customer service is a very wide term and varies from one company to the next. According to Hodgson, 2001 increasingly contributors to this subject direct their attention to increased consumer sophistication so as to clearly understand the concept. Many perceive customer service as a tool used in the attainment of a competitive edge in the organization’s field of operation. Ideally, Customer service can be defined as a philosophy that allows all practices of an organization to attend to the needs of customers in ...

... middle of paper ...

...age Learning.

Hoffman, D. & Bateson, J., 2011. Services Marketing: Concepts, Strategies, & Cases. New Jersey: Engage Learning.

Jobber D and Ellis-Chadwick F.( 2012). principles and practice of marketing,7th editions,Maidenhead:McGraw-Hill Higher Educations

Kisperska-Moroñ, D. (2005). Logistics customer service levels in Poland: changes between 1993 and 2001’, International Journal of Production Economics, vol. 93–94, pp.121–8.

Kunz, W. & Hogreve, J., 2011. Toward a deeper understanding of service marketing: The past, the present, and the future. International Journal of Research in Marketing, 28(3), pp. 231-247.

Dege N, 2011, Technology of Bottled Water. John Wiley & sons

Eden J, 1993, Retail Business: Market reports, Issues 419-424. EIU

Zipkin, Paul (2001): The limits of mass customization, Sloan Management Review, Vol. 42,

No. 3, pp.81

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