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Services Marketing-NMIMS Solved Assignments-Sep16

Services Marketing-NMIMS Solved Assignments-Sep16

1. The Coffee Board’s ‘Coffee Shops’ are present in all four metro cities. For the past year they have being serving customers various flavors of home grown coffee. It now wants to introduce membership cards, award loyal customers, retain customers and reduce discontented customers. As a Marketing manager with the company, help them to build up and draw (develop n design)

(i) customer loyalty scheme, introduce benefits

(ii) draw out customer retention plan and

(iii) built customer relationship plan for the coffee shops. Write your assumptions. (10 marks)


2. A Janitor Service firm has received a feedback from few clients as to below average service of the Janitor service personnel. Write a report on the same for Janitor firm identifying the integrated gap model of service quality, incorporating the components and dimensions of service quality. (10 marks)


3. Caselet

On Sunday morning Mr. Faris was sitting at his South Goa mansion gazing at the sea, while sharing with you his plan to convert the mansion into a hotel resort. Mr. Faris a businessman was well versed with the legal compliances and other documentations which was underway. He had inherited this property from his grandfather.


The interiors needed to be renovated. The kitchen, chef, menu and staff were already finalized. Mr. Faris had already decided on the renovators and the work was underway. The only thing bothering him was marketing of the hotel and the ‘Pricing’.


The mansion once converted to a Resort, will have 30 rooms capacity, a fine dining restaurant besides an open grill restaurant and a bar. Among other things a Swimming Pool, Salon & Spa, Indoor court, Gym, Conference room and Wedding hall with a garden. He had studied the pricing of other hotels and resorts, but had not arrived for pricing decisions and strategy for his resort which should have been his first priority.


His plan was to have the resort open to the public by April 2016. For this grand opening the resort needed to be advertised and publicized as early as possible, you realize that. It is at this point that Mr. Faris turns to you and asks for advice.

Q3a) What Pricing objectives will you set up for the resort and draw up a framework for pricing decisions? (5 marks)

Q3b) What pricing approaches and strategy will you take for the resort? (5 marks)

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