This study endeavors to break down the service initiative and various acts of its proprietors. One of the points of this examination includes the utilization of the SERVQUAL instrument to see whether there are any actual or gaping holes between the client's assumptions and the promised service. At that point, after a conversation, significant conclusions are determined.
Introduction An escalated growth is witnessed in the Indian food and beverage industry in recent years. Dining out has also become very common nowadays. The population is increasing and hence eating out trends are also increasing in India.
Bikanervala began as Lalji, a sweets and namkeen business in Bikaner, Rajasthan, years ago. It started from a small store in Bikaner, Rajasthan which was possessed and managed by Lalji and his sons. With a name was given by the people, the taste and fame spread with time. To cater to this rising demand, new shops and outlets were arrangement. During this time, Bikanervala evolved from a candy shop to a store that also served hot, fresh vegetarian meals. Bikanervala's sweets and restaurant businesses were successful.
With the globe becoming increasingly globalised and Indians settling far away from India, the family-run business chose to bring traditional Indian offerings to Indians all over the world, transforming the industry and themselves in the process.. This led to the formation of the brand - Bikano. For the survival and development of a restaurant it is important that high quality services are provided to customers.
There are many tools and techniques used for the assessment of service quality. India is the world's second-largest food producer, after China, and has the potential to overtake China in the future. A variety of factors have contributed to the recent unexpected increase in packaged and processed food demand, which has been observed primarily in metropolises.
The largest purchasers of packaged food are urban areas. This is due to a significant shift in the lifestyle of packaged food customers in major cities. The high number of nuclear families, working parents, and bachelors who refuse to eat out are generally engaged in time- pressured jobs, scarcely have the time and expertise required to cook a traditional dinner, has had a significant impact on their eating habits. Packaged food is a clever solution that saves both time and effort when compared to preparing a traditional meal.
Customers' increasing health awareness makes packaged food a natural choice because it contains elements like herbs, vitamins, minerals, probiotics, and other critical nutrients. The two brothers opened a shop in Chandini Chowk in Delhi and began selling sweets and namkeen.
Bikanervala became a nickname for the brothers and their shop among Delhi residents. This is where the name Bikanervala came from. With a moniker given by the people, the flavour and reputation grew over time. New stores and outlets were opened to meet the increased demand. Bikanervala's sweets and restaurant businesses were a success. With the globe becoming increasingly globalised and Indians settling far away from India, the family-run business chose to bring traditional Indian offerings to Indians all over the world, transforming the industry and themselves in the process.
This resulted in the birth of the Bikano brand. Consumer expectation denotes to what a customer expects from a service, but client perception refers to what the customer is actually receiving from the service. Or, to put it another way, the customer's expectations and perceptions should be identical to the customer's perception that they have received exactly what they expected.
The Provider gap The provider gap model suggests four more gaps that need to be filled in addition to closing all of the key customer gaps. These holes can be found in the organisation while providing services, for example:. The listening gap is defined as the gap between a customer's service expectation and the company's comprehension of those expectations. The fundamental reason why many businesses fail to meet consumer expectations or needs is because they do not have a clear knowledge of what customers require or expect.
The above figure shows the gap between the customer expectations and company perception of customer expectations which is basically because of :- Inadequate market research orientation as when employees do not acquire accurate information about customers. Proper customer research should be done as to know about the expectations of the customer. Lack of upward communication basically refers to when the frontline employees like sales persons knows great about the expectations of the customer and if the management is not in contact with the frontline employees they do not understand what the customer wants and the gap widens.
Isufficient relationship focus basically refers to lack of market segmentation, focus on transcation rather than relationship,and focus on new customers rather than relationship. Inadequate service recovery refers to lack of encouragement to listen to customer compalints, failure to make amends when thing go wrong.
Provider Gap 2: the Service Design and Standards Gap The service design and standard gap basically refers to the difference between the company understanding of customer expectations and the development of service design as per the needs of the customer. The above figure shows the gap between the customer design, standards for the service and the management perception of customers expectation as because of :- Poor service design as because services are intangible they are difficult to describe or communicate which leads to develop a gap between customer expectations and management perception of that needs.
Absence of customer driven standards as there is lack of customer driven service standards in the company or absence of focus on customer requirements leads to the gap between the customer expectations and the management perception of that needs. Technology advancements and modifications are particularly beneficial in bridging this gap.
Same service vision and related issues: It is vital that everyone engaged managers, frontline personnel work on the same concepts for the new service, which are based on consumer wants and expectations.
Using the most effective tools for service development and design, such as service blueprinting. Provider Gap 3: the Service Performance Gap The service performance gap actually refers to the difference between the development of the customer driven service standards to the actual service performed by the company employees. This may be because of many reasons like employees who do not clearly understand the roles that they have to play in the company or due to inadequate technology or lack of teamwork.
The above figure shows the gap between the development of customer driven service standards and actual service performed by the company employees. Provider Gap 4: the Communication Gap The communication gap denotes to the difference between service delivery and the service providers external communication. Basically the promises made by service company through its media and not fulfilling them or the gap between the actual and promised services.
Overpromising as when company make service promises through its media and not able to fulfil them the gap arises. Inappropriate pricing leads to raise customer expectations or the prices that are beyond the perceptions of the customer.
It is a type of organized market survey that parts generally administration into five zones or segments. The SERVQUAL model highlights in numerous administrations advertising reading material, normally while talking about consumer loyalty and administration quality. Note one of their unique diary papers has been Uploaded by a college.
Bikanervala's being the market leader offers various benefits to its customer. They are complete ready-made project material PDF available for instant download from chapters with references and questionnaires. Final year students can download research publications here for free while most marketing project materials are paid versions.
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Below is a list of the best interesting marketing project topics PDF and publications for final year students taking this course in Nigeria, Ghana, Cameroon, Kenya, Zambia, India and other countries. Students can use these free project topic ideas listed on this website with case study for their academic research works. Regional offices Regions or province or cities Size: Segmentation according to size of population.
Population Target market population Population density: Often classified as urban or rural. Climate: Segmentation according to weather condition. Demographic: Segmentation according to age, gender, family size. Positioning is the process of creating, the image the product holds in the mind of consumers, relative to competing products. Coca Cola and Franklins both make soft drinks; although Franklins may try to compete they will still be seen as down market from Coca Cola.
Positioning helps customers understand what is unique about the products when compared with the competition. Coca Cola plan to further create positions that will give their products the greatest advantage in their target markets. Coca Cola has been positioned based on the process of positioning by direct comparison and have positioned their products to benefit their target market. Most people create an image of a product by comparing it to another product, thus evident through the famous battles between Coca-Cola and Pepsi products.
Prepare the marketing program that delivers superior value 4 P, s :- Product: Many Products are physical objects that you can own and take home. But the word product means much more than just physical goods. In marketing, product also refers to services, such as holidays or a movie, where you enjoy the benefits without owning the result of the service.
The core product is what the consumer is actually buying and the benefits it gives. Coca Cola customers are buying a wide range of soft drinks. The actual product is the parts and features, which deliver the core product. Consumers will buy the coke product because of the high standards and high quality of the Coca Cola products. The augmented product is the extra consumer benefits and services provided to customers. Since soft drinks are a consumable good, the augmented level is very limited.
But Coca Cola do offer a help line and complaint phone service for customers who are not satisfied with the product or wish to give feedback on the products. Price: Price is a very important part of the marketing mix as it can affect both the supply and demand for Coca Cola.
Price will often be the difference that will push a customer to buy our product over another, as long as most things are fairly similar.
For this reason pricing policies need to be designed with consumers and external influences in mind, in order to effectively achieve a stable balance between sales and covering the production costs.
Price strategies are important to Coca Cola because the price determines the amount of sales and profit per unit sold. Businesses have to set a price that is attractive to their customers and provides the business with a good level of profit. Long before a sale was ever made Coca Cola had developed a forecast of consumer demand at different prices which inevitably determined whether or not the product came on the market, as well as the allocation of adequate money and resources to produce promote and distribute the product.
There are 5 strategies available to business: Market skimming pricing, Penetration pricing, Loss leaders, Price Points and Discounts. Over the years Coca Cola has used Penetration Pricing as a way of grabbing a foothold in the market and won a market share. Its product penetrated the marketplace. There has been a fierce pricing rivalry between Coca Cola and Pepsi products as each company competes for customer recognition and satisfaction. Till now it appears as if Coke has come up on top, although in order to gain long term profits Coke had to sacrifice short term profits where in some cases it either went under of just broke even, but as seen it has been all for the best.
Place and Distribution:- The place P of the marketing mix refers to distribution of the product- the ways of getting the product to the market. The distribution of products starts with the producer and ends with the consumer. Selecting the most appropriate distribution channel is important, as the choice will determine sales levels and costs. From supermarkets to service stations to your local corner shop, anywhere you go you will find the Coca Cola products.
Effective communication with the target market is essential for the success of the product and business. Promotion is the p of the marketing mix designed to inform the marketplace about who you are, how good your product is and where they can buy it. Promotion is also used to persuade the customers to try a new product, or buy more of an old product. The promotional mix is the combination of personal selling, advertising, sales promotion and public relations that it uses in its marketing plan.
Above the line promotions refers to mainstream media: Advertising through common media such as television, radio, transport, and billboards and in newspapers and magazines. Because most of the target is most likely to be exposed to media such as television, radio and magazines, Coca Cola has used this as the main form of promotion for extensive range of products. Although advertising is usually very expensive, it is the most effective way of reminding and exposing potential customers to Coca Cola Products.
Coca Cola also utilizes below the line promotions such as contests, coupons, and free samples. These activities are an effective way of getting people to give your product a go. Customers, for Coca-Cola, mean the end consumers and distributors and small store owners. Small businesses that have traditionally relied on hand-written invoices and phone ordering will be able to log into a self-service website and do their ordering from there.
The site will also offer suggestions on what needs to be ordered, based on past consumption. Over time, it's really going to be a response to their needs. They can go to this one location and have those needs met. While the requirements of the site demanded a business-to-business approach, the fact that it would eventually reach 3 million end customers, many of whom are small store owners, demanded a simple business-to-consumer interface.
We tried to think about the mandatory clicks a customer has to enter. They supplemented that with end users that represented everything from a business owner running five outlets to small "mom and pop" shop owners. They then prioritized the development required.
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