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Services Marketing-NMIMS Apr 18

Services Marketing-NMIMS Apr 18

Services Marketing

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Q1. BodyPluz is planning to introduce a new service of gyms focusing on the kids segment. It is planning to launch its first ever gym in Mumbai. Based on this scenario, prepare a Service Marketing Mix Plan for BodyPluz (10 Marks)

Q2. Consider the following scenario: Mr. Rajesh is planning to introduce a travel company. He wants an appropriate Segmentation Plan to be designed for the same. As a Service Consultant, suggest Mr. Rajesh for an appropriate Segmentation Plan. (10 Marks)

Q3. Read the following Case & solve the questions given:

The passengers were through with their final security check and were boarding the aircraft. The Lotus Airlines personnel were awaiting the arrival of a V.I.P. to clear the take off. Finally the V.I.P. arrived half an hour late and went directly for the security check. During the check the security personnel came across weapon with live cartilages. He was requested not to carry the weapon on flight. However the V.I.P. refused to part with the weapon for personal security. When he was asked for license, he said he was not carrying it. The security personnel refused to give permission to the V.I.P. to board the aircraft. This led to heated argument and in rage the V.I.P. threw one of the security staff across the floor. This further delayed the flight. The passengers were very restless since they were in the aircraft last 1 ½ hours. To top it up they were not allowed to leave the aircraft for security purpose.


a. In this case, where do the service gaps exist and how would you close the gaps? (5 Marks)

b. Elaborate the importance of ‘People’ in airline service. (5 Marks)

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