identify important product attributes potential customers would use in evaluating a product, actually compare 2 competing products/brands on those attributes, and use their comparative strengths and weaknesses in developing effective marketing strategies.

Identify important product attributes potential customers would use in evaluating a product,
actually compare 2 competing products/brands on those attributes, and use their comparative strengths and weaknesses in developing effective marketing strategies.

Mkt 508 Marketing Management 2014 Fall

CRN 71988 W 19:10-21:40 MAR140B

*A8: COMPARING COMPETING SERVICES

This assignment is to identify important product attributes potential customers would use in evaluating a product,
actually compare 2 competing products/brands on those attributes, and use their comparative strengths and
weaknesses in developing effective marketing strategies. Note, we are only comparing the products in this
assignment, not the total marketing mix.

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1. SELECT A PRODUCT CATEGORY, A SPECIFIC SERVICE PRODUCT, AND A MARKET/NEED IT SERVES
Products can be pure goods, pure services, or a combination of the two with both good and service attributes. This
assignment focuses on products that are primarily CONSUMER SERVICES (with no or minimum good attributes).
Further, it will focus only on the service component of the products.
 Select a specific product and a market/need combination as narrowly as possible. Examples:
Services: Domestic pest control services for flying insects (and not pest control for all types of domestic pests),
Body massage services for relaxation (and not for all purposes), etc.
 Also, simpler the product, more challenging will be the assignment deserving more credit. Therefore, avoid
complex products with numerous obvious features such as heart surgery, gynecology, law school, etc.
2. SELECT 2 DIRECTLY COMPETING BRANDS IN THE CHOSEN PRODUCT CATEGORY
Next, in the chosen product category, identify 2 brands of your choice that you are familiar with, and which are
direct competitors of each other in the market. If necessary, visit sales outlets, read their ads, and make any other
efforts necessary to familiarize yourselves with important attributes of the 2 brands.
Make sure that each brand has some unique strengths and no one brand is overwhelmingly superior to the other.
Also, make sure the products, brands, and marketers you select are different from the ones used in the previous
assignments, specifically A3, A4, A5, and A6.
3. Identify minimum 10-15 important product attributes (only of the service component of the product) that can be
described/measured/evaluated easily, objectively, and even quantitatively if possible, classified using the
appropriate category labels.
Actually compare the two brands on each attribute, record your findings, and in the end, analyze the implications
of any one brand’s (call it Brand 1) relative strengths and weaknesses for developing effective marketing strategies
for it.
5. Written Submission/Report Format
Present your analysis in a 4-column table as per the format below.
COMPARING COMPETING SERVICES: (Brand 1 name v Brand 2 name)
Product Attributes 1 (Brand 1 Name) 2 (Brand 2 Name) Strategic Implications for Brand 1
(+ Supporting Comparative
Analysis where necessary)
MAIN SERVICE ATTRIBUTES
1.
2.
9.
10.
SERVICE PRODUCTION SYSTEM ATTRIBUTES
11.
SERVICE DELIVERY SYSTEM ATTRIBUTES
14.
EN

By admin in Essays on October 30, 2015