Case Study Of Service And Relationship Marketing

SERVICE AND
RELATIONSHIP
MARKETING

TABLE OF CONTENTS
PART 1: REPORT.....................................................................................................................3
Introduction............................................................................................................................3
Question 1: 5Ws model analysis............................................................................................3
Question 2: Communication content of the video..................................................................4
Conclusion..............................................................................................................................5
PART 2: ESSAY........................................................................................................................6
EXECUTIVE SUMMARY........................................................................................................6
INTRODUCTION......................................................................................................................7
Discussion..................................................................................................................................7
Flowchart of front and backstage operations.........................................................................8
Significance of services encounter.........................................................................................9
Managerial implications.......................................................................................................11
Conclusion................................................................................................................................12
References................................................................................................................................13
Part 1....................................................................................................................................13
Part 2....................................................................................................................................14

PART 1: REPORT
INTRODUCTION
Gangnam Style music video has become one of the most viewed and viral videos on
YouTube. The report will analyze the integrated marketing communication planning process
of the video using the 5Ws model and analyse the content of the video that adds value to the
viewers.
Question 1: 5Ws model analysis
The video of South Korean rapper and musician Park Jae-Sang (Psy) name “Gangnam
Style" has got most views on YouTube and become the most-watched video on this site of all
time. The video retains this title with over 1.6 billion views and counting. This was not just
accidental, the marketing communication planning and implementation have played a
significant role in this success of video (Waisbord, 2019). To analyze the success, the
consideration of the 5Ws model will be useful to understand the key aspects of (Psy)
marketing:
Who: The integrated marketing communication process that used for effective promotion of
this video involves many organizations and people. According to an analysis of the
production and marketing strategy of video, YG Entertainment has initially led the
foundation for maximum reach across all the channels and line-up the social media platforms.
The entertainment organization has focused on famous artists accounts on these sites and
develops a partnership with the big players of the music industry (Horie, Kiritoshi, and Ma,
2016). For example, YG has contact the Will.i.am. and website such as Allkpop.com.
What: The partnership and promotion by the big players of the music industry across the
world have influenced the marketing communication process of the video. The preparations
done by YG has supported the outgoing communication and provided the high-volume
platform and views for the video from day one. For example, the targeting of viewers through
accounts of artists on Twitter, Facebook and YouTube has supported to gain the attention of
the maximum people on the social media to get this success (Gersbach, Schetter, and
Schneider, 2015).
How: The communication strategy that followed by Psy and YG entertainment involves the
social media converge and collaboration with the generalist media sources. First of all, the
video was launched on the online platform from the accounts of big music players and then
involvement of big publication houses like Gizmo and Gawker have helped to gain the
attention of the media powerhouses like CNN and Sky news (KIM, and Jung, 2016). This
kind of strategic moves has helped to improve the views and marketing approach of the
video.
Where: To ensure the record-breaking success in the global market, the strategic planning
that executed over the online platform has played a significant role. The communication
strategy related to gain the high-volume views, the selection of online platforms from social
media sites like Twitter, Facebook and YouTube has supported the success. The online
platforms have helped to viral the video globally and coverage that provided by media house
has also supported to note the spotlight for “Gangnam Style". The marketing agency has tried
to push the video into UK and US music industries to get the maximum reach and set the
wider business goals to the video.

When: The marketing planning for video “Gangnam Style" was done during the vacation
time and emerging social media tools like Facebook and Twitter. YG entertainment has
effectively targeted these platforms and published the video. The timing of publishing video
has influenced the communication and coverage of world media have supported the success
of this video (Akdoğan, and Altuntaş, 2015). The deal with record label Scooter Braun has
also supported to select the right time for publishing the video after the campaign started by
YG on social and online media. The pre-“Gangnam style” has also supported to engage the
audience and ensure the maximum exposure.
Question 2: Communication content of the video
The most successful and watched video “Gangnam Style" is having a significant role
in marketing planning and strategic movements that are used in recent videos and viral
content over social and online media tools. The whole process of marketing and
communication planning has designed and implemented by YG entertainment but the content
of the video has also added value in the success. The content of the video was eye-catchy and
the use of bright and flashy colours has attracted the kids especially. However, the language
was a big barrier for people across the world to understand the meaning of the song but the
attractive lyrics and punchy chorus has helped to engage the people (Yan, et al, 2015). In
addition to this, the content used in the video of "Gangnam Style" was creative and involve
high profile and topical characters such as dancing boy and comedian and well known South
Korean entertainers (Kim, Kang, and Hong, 2016).
The video appearance and free flow dancing moves and use of cheerful charters have
influenced the mood of people and added value in the video. The pre-video content that has
posted on social media related to the making of "Gangnam Style" also influencing the
decisions of the viewers. Apart from that, the content related to props that used at the
background of the video has played a critical role to gain the attention of kids and adult
audience (Ahmad et al., 2017). The consideration of social issues and modern approach for
understanding the things around the people was funny but effective that has improved
communication marketing. These kinds of content within the video has helped to gain huge
support and appreciation across the globe and contributed to the success of the “Gangnam
Style". The production and publication houses have also identified the right time and
opportunities to promote the video and use of chatterers from the three different dominos like
comedian, entertainers and boy from South Korea has Talent improve the content and added
value to the marketing of the video.
CONCLUSION
The study has highlighted factors like planning of YG entertainment, use of social
media accounts of big artists of the music industry and effective utilization of the online
technology has played a major role in marketing communication and success of “Gangnam
Style" video. The report has provided information related to creative content and characters
that have been used in videos has added values and supported the in record-breaking success.