Service and Relationship Marketing Case Analysis 2022

SERVICE AND
RELATIONSHIP
MARKETING

Table of Contents
PART 1 CASE STUDY.............................................................................................................3
Introduction............................................................................................................................3
1 Analysing 5 Ws of “Gangnam Style”.................................................................................3
2 How Communication adds value to the content and its impact on the success of the video
................................................................................................................................................4
Conclusion..............................................................................................................................5
Part 2 INDIVIDUAL REPOrT...................................................................................................6
EXECUTIVE SUMMARY........................................................................................................6
INTRDUCTION........................................................................................................................7
1. Flowchart.........................................................................................................................7
2. Significance of service encounter....................................................................................10
3. Analysis of managerial implication.................................................................................11
CONCLUSION........................................................................................................................12
REFERENCES.........................................................................................................................13
Part 1....................................................................................................................................13
Part 2....................................................................................................................................14

PART 1 CASE STUDY
Introduction
The case analysis focuses on the integrated marketing strategies of a South Korean
rapper and musician Psy (Park Jae-Sang). His music video ‘Gangam style’ was a global hit in
the time frame of four months of release. The case analysis will focus on analysing the basic
framework and strategies adopted by this musician for this smashing hit.
1 Analysing 5 Ws of “Gangnam Style”
Park Jae- Sang, the South Korean Rapper and musician smashed the global world
stage by his musical hit “Gangnam style” in the year 2012. The analysis of the strategies
revealed that the success of the video was not an accident but a planned and worked on
strategy towards success (Ahmad, Zahid, Shoaib and AlAmri, 2017). The preparation of the
launch and promotion was being done from much before the launch of the video. Application
of 5Ws model will evaluate basic elements of integrated marketing communication used by
the personality.
 Who: The most basic element of a successful integrated marketing communication is
‘who’. It focuses on analysing the audience for the communication which in turn
helps in developing a focused content. The case analysis reflects that Psy released the
video for the mass audience at large. The video was targeted for the mass internet
using audience (Akdoğan and Altuntaş, 2015). This evaluation helped Psy in
understanding the needs of the audience and thus developing the content as per the
audience perception and demands.
 What: This element focuses on evaluating what content audience needs to hear/ read.
After analysing the audience, the next stage is to understand the content which will
grasp the attention of the audience in order to ensure the success. The core purpose of
this element is to develop content to ensure maximum hits. Regarding “Gangnam
style”, the video was developed in 2012 when the world was facing high level of
stress due to recession (Jung and Shim, 2014). Psy developed a video with bright
colours, basic moves and captivating music. This helped in grabbing attention and
delivering a doze of entertainment to people in the stressful environment.
 How: This element focuses on planning the strategies to reach out audience in order
to ensure maximum reach. YG entertainment. The label name for the video did the
intense ground work to ensure high volume of viewers. Psy build the foundation for

reaching out the audience across different channels. The artists lined up developed
their own subscribers on social media platform to create a wide network for reaching
audience (Sánchez-Olmos and Viñuela, 2017). Moreover the strategy of developing
partnership with influential players in the industry such as Will.I.Am and
Allkoop.com was a strategic move towards the success.
 Where: The integrated marketing strategy undertakes effective planning to evaluate
the platforms of communication to ensure high success. Today internet has large
platform for communication however, choosing the right platform for communicating
the content as per the audience behaviour leads towards success (Huh, Lee and Kim,
2018). Psy’s YG entertainment aced this element by developing a strong network on
internet to release and poromote the video. The organization released the video on
youtube without copy right to reach maximum viewers. Along with it promotion over
facebook, Twitter and media partners like CNN and Sky news helped the video to
smash the global world stage within 4 months tenure.
 When: This element focuses on planning the right time for the content. “Gangnam
style” video was a light, entertaining and musical which infused fun and fantasy with
its theme and lyrics. The time chosen for the music release was appropriate for the
content (Shiflet, 2019). The video was enjoyed and viewed widely for fun and
entertainment in 2012 which was a global recession phase. The stated strategy was
highly helpful in contributing towards the success and growth of the video.
2 How Communication adds value to the content and its impact on the success of the video
Integrated marketing strategy focuses on understating the need and perception of the
audience and then developing content and strategies. This helps in attaining audience
attention and involvement. Psy’s “Gangnam Style” video is a well-defined example of a
successful integrated marketing communication planning. The value of content plays a
significant role in the success of the strategy. The major strategies adopted by the musician to
add content value are:
 No copyright: lack of international copyright on the video helped it in proving
individual ownership and access. This helped in high views, hits and downloads.
People globally accessed the video and made their own creative version out of it. This
developed a wave of popularity and promotion for the original “Gangnam style” video
making its reach to over 200 million views (Gersbach, Schetter and Schneider, 2015).