Service Operations and Managerial Implications of Farmhouse Kings Cross Restaurant

HC2112 SERVICE MARKETING AND RELATIONSHIP
MARKETING

Table of Contents
Part 1..........................................................................................................................................3
1. Analysis of Gangnam style case using 5W’s......................................................................3
2. Explanation of communications content adding value to consumers of Psy’s music........4
Part 2..........................................................................................................................................6
Introduction................................................................................................................................7
Discussion..................................................................................................................................7
Background of organization...................................................................................................7
Flowchart of backstage and front stage..................................................................................8
Significance of service encounter...........................................................................................9
Evaluation of managerial implications.................................................................................10
Summary..................................................................................................................................12
Reference list............................................................................................................................13
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Part 1
1. Analysis of Gangnam style case using 5W’s
The Gangnam style is a popular video since its launching month in July 2012. This
video has over 1.6 billion views since its launching. The case can be analyzed
through 5W model in integrated marketing communication process.
Who: Gangnam Style is a rap that has mainly targeted the young generation. Young
generation individuals are addicted to social media sites like youtube, which has
helped them to popularize the content. As said by Key and Czaplewski (2017),
social media platform helps to communicate with target consumers faster. YG
entertainment has about 2.5million subscribers before the releasing of Gangnam
style. These subscribers have played a great role in making the pop song popular.
Moreover, followers over twitter and facebook have also helped this song to achieve
high volume views.
What: consumers in integrated content marketing expects good quality contents. As
stated by Hardy (2018), quality contents with catchy features get popularised in
social media platforms quickly. Good content with unique characters increases
engagement of target audience. The pop song Gangnam style is unique due to its
dance moves. The Korean rapper has given some unique dance moves in the
youtube video that engaged target audience. Gangnam style video has maintained a
proper synergy between visuals and music that has attracted target audience.
Ambiguity is another feature of this video that has attracted its audience. In several
scenes, ambiguity can be seen that make people wonder what is going on.
When: YG entertainment has given adequate time to set up partnerships with
different other sites like Allkpop.com and essential player of music industry like
Will.I.am. Besides, they have gathered a large base of followers on their social
media pages. After these partnerships, they have released the song, which has
helped them to gain popularity in a short span of time. In the case study, it is
mentioned that Psy's marketing communication was initially based on youtube.
However, after proper planning of YG entertainment regarding integrated marketing
communication, this video was launched that can help to gain success.
Where: Few years age it is a simple question on marketing communications.
Different music videos were launched through traditional media like television, radio
and other means. However, the rise of social media and its popularity has opened an
effective means of marketing communication (Abashidze, 2017). The video of
Gangnam style was launched on youtube and this video was also available on twitter
and facebook accounts of the company. Releasing it on various social media sites
has increased its popularity and target customers were reached successfully.
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Launching on different social media sites has increased convenience of target
audience to access the video properly.
How: Gangnam Style is the most-watched youtube video ever with over 1 billion
views. K-pop sensation has generated near about $8 million revenue alone on
youtube, which can help to measure success of this communication strategy. High
volume views have been obtained on other social media pages containing this video
(Chung et al. 2016). These numbers can help to measure success of this integrated
marketing communication strategy.
2. Explanation of communications content adding value to consumers of Psy’s
music
The attractive content of the song was the main reason behind the success of the
“Gangnam Style” music video. The creator has used various colors to make to ey
soothing and attractive. The use of colors has attracted many kids towards this
video. As mentioned by Diaconu et al. (2016), content is the main factor that has the
maximum power to attract the audience. Success of this video was not limited to a
specific audience. It has been found that this video became popular across multiple
territories, genres, and sectors throughout the world. Language of the content was
not understandable for many of the audience members. However, people
appreciated the catchy music composition of the song. The creator has included
punchy chorus and catchy lyrics to attract the young generation towards this song.
As stated by Wu (2016), catchy contents help to make a video popular among wide
range of audiences. Making videos and uploading it on YouTube has become a
trend. It has become a way of communication with the audience. Video makers
connect the audience with their thoughts through this medium. In case of the
Gangnam video, Psy cleverly included dancers from a popular South Korean show
to make the content more attractive. People who followed that show were happy to
see their known faces in the video. This reason has made this video more popular.
Two well-known South Korean Entertainers have been included within this video to
add value to the consumers with enriched content.
The content of the Gangnam Style video has a great impact on the success of this
video. When a person watches a video on social media, he or she expects some
good content of their choice (Akdoğan and Altuntaş, 2015). In the case of this video,
the music is so catchy that it can attract anyone. Besides, the creator has
successfully ensured synergy between the visuals and the song. All the visuals were
fit into the rhythm of the song. This approach has helped to make this video popular.
It can be found that the content is a little bit silly. However, this content has
successfully entertained people. The audience was having fun while watching this
video and this is the key approach behind the success of Psy. intrigue and ambiguity
of this video have made the audience wonder what is going on. This fun video has
been shared by many people as they wanted to show this funny video to their friends
and family. Likes and views have increased accordingly and this video became one
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