Service Marketing and Relationship Marketing

Service Marketing and Relationship
Marketing

Contents
Contents................................................................................................................... 2
Part 1....................................................................................................................... 3
1) Analyze of (Gangnam style) case by implementing the (who, what, how, where and when)
model in the integrated marketing planning process...........................................................3
2. Watch the "Gangnam Style" video. Explain how the communications content adds value to
consumers of Psy’s music. What impact does content have on the video’s success?...................4
PART 2.................................................................................................................... 6
Executive Summary.................................................................................................. 6
Introduction............................................................................................................ 6
Flow chart of backstage operation................................................................................ 6
Analysis of managerial implications.............................................................................. 8
Front stage flow chart................................................................................................... 9
3. Analysis of managerial function.................................................................................11
Summary............................................................................................................. 12
REFERENCES......................................................................................................... 13

Part 1
1) Analyze of (Gangnam style) case by implementing the (who, what, how, where and
when) model in the integrated marketing planning process.
Gangnam style is a dance video, which is performed by a well-known South Korean Rapper
who is recognized as Psy. The real name of PSY (Park Jae Sang) belongs and engages in the
South Korean rapper industry from the past few years. In the mid of the year 2012, in the
month of July when the music industry is at its peak (Vargo and Lush, 2014). The YG
entertainment organization is responsible because they are the producer of this song. After
uploading Gangnam style dance video on YouTube, it becomes an initial hit in instant days.
This result achieves a good exposure among the overall world.
The video of Gangnam style retains a better amount of online exposure. Moreover, due to its
unique steps, it is quite famous. This question will point out the 5W's model that how it is
applicable as well as favorable too for a music video or corporation.
WHAT- Gangnam style rap music and dance video is one of the most liked video on
youtube. In the 5W's model, this is mandatory for the management of YG entertainment to set
their targets. This refers to whom they want to see their songs. For this YG entertainment and
PSY identify and execute the desired channel communication channel to interact with their
target audience. In the context of Gangnam style, they target the youth and high teenage
individuals all over the world. As the video of Gangnam style is an adult video. Therefore,
adults and young persons are targeted to watch the video.
WHO- Corporation which is named YG entertainment is responsible for making such a
unique and energetic video. For introducing and launching the song inappropriate manner,
YG entertainment needs to decide what would be involved in the video before previewing its
video. The Gangnam style video targeted persons or individuals above from the age of 20.
This governs that launching a dance video is a complex and time-consuming task (Connell
and McManus, 2016). A large number of operations at the background is decided. Like the
sponsors and management decides dates and platform to launch the video at global level. For
the launch of the Gangnam style video, YG entertainment decided YouTube to launch this on
social media platform which also pays for each uploaded song.

WHEN- In the year 2012, a unique dance form is popularised all over the world by utilizing
social media platforms such as youtube. A large number of individual engages to make a
song, so organization accomplish their work through using various SEO search engine
optimization is favorable for earning money as well as popularity. In the present scenario,
social media platform is the most effective way to popularise a song among youths.
WHERE- In South Korea as well as at international level Gangnam style develop too much
hype for the song. On the other side, effective social media platforms exist which advertise to
make people aware of the launching date for a video song. To become famous YG
entertainment utilizes this technique to promote their song. Further, the individuals or team of
artists who are engaged for the making of this video are increasing awareness about their
video to making the song popular at a global level. For example- they shared the video of
their work for making Gangnam style on social sites such as Facebook, Instagram, etc. due to
this activity most of the organizations are already aware and attracted to this song (Dwyer, et.
al., 2014).
HOW- The company considered to enter into contract with singer and wanted to make the
music video to make the music video go international. The company decided to publish the
video in the market through the advertisement process. Here they decided to make the style of
dance come across all the country so that it becomes trending over the world. The video that
has been made by Psy used a music and dance so as to advertise in the market. They decided
to make it trending over the You tube so that it goes worldwide.
2. Watch the "Gangnam Style" video. Explain how the communications content adds value to
consumers of Psy’s music. What impact does content have on the video’s success?
Gangnam style refers to Pop mix rap music. Therefore, it is very popular among youths and
teenagers. The music, rap lyrics and dance style are unique and attractive with full of energy
which helps in attracting a large number of customers. Along with this dance performance of
boys and girls attracts crowd and encourage them to dance on this song.
Psy is a famous artist and rapper of South Korea who had performed in too many events and
dance shows etc. Due to this, the stardom of Psy too many individuals or music lovers are
attracted to his performance. Rap music is very famous among youths because of its lyrics
and the dance form that is full of energy and filled the party with more enjoyable and fun.
Youth and teenage individuals use social platforms at short intervals. So, it is the best way to
attract a large crowd to popular the song.