Question

Mr. Mehta is a marketing in charge of promoting a new service. How would you address the challenges posed by the intangibility and variability of services in your marketing strategy?

Answer 1

To address the challenges of intangibility and variability in services, I would implement the following strategies:

1. Intangibility: To establish the value of the service, he would emphasise excellent branding and provide tangible pieces such as brochures, logos, and customer testimonials. He can use digital marketing, including films and virtual demonstrations, to highlight the service experience.
2. Variability: To manage variability, He would give constant training for service providers to achieve a consistent standard of service delivery. Implementing feedback systems, such as client surveys, can improve service quality over time. Offering service assurances and flexible options can increase client confidence and satisfaction.