Service Marketing and Relationship Marketing - Assignment
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Added on 2021-02-20
Service Marketing and Relationship Marketing - Assignment
Added on 2021-02-20
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Service Marketing andRelationship Marketing
Table of ContentsPART 1...............................................................................................................................1Introduction.....................................................................................................................1Analysis of Gangnam Style case by using 5 Ws model in the integrated marketingcommunication planning process...................................................................................1The ways how communication content adds value to Psy's music consumers andtheir impacts on video's success....................................................................................2Conclusion......................................................................................................................3PART 2...............................................................................................................................4Introduction.....................................................................................................................4Overview of the chosen organization.............................................................................4Flowchart of the back stage and front stage operations, importance of serviceencounter and its managerial implications.....................................................................4Conclusion......................................................................................................................9REFERENCES................................................................................................................10
PART 1IntroductionRelationship marketing refers a strategy that is being designed and developed toincrease and foster customers' loyalty as well as long term engagement (Verma,Sharma and Sheth, 2016). This whole study is divided into 2 parts. Part one is a shortcase study on Gangnam style. Psy is a South Korea rapper and musician of a hit musicvideo “Gangnam style”. This study is going to show the importance of integratedmarketing communication and its 5 Ws model. This 5 Ws model shows each and everydetail about marketing. Further it will also show the importance of communicationcontent and the ways as how it adds value to all customers and viewers of the songGangnam style.Analysis of Gangnam Style case by using 5 Ws model in the integrated marketingcommunication planning processIntegrated marketing communication can be defined as a procedure of combiningactivities across different communication methods (Finne, Å. and Grönroos, C., 2017). Acompany can make its marketing communication more effective by aligning it with itsmarketing strategy which should be goal-oriented. The main aim of differentorganizations and individuals of integrated marketing communication is to deliver aparticular message to target audience. Integrated marketing communication help thecompany in making marketing more effective as this depends on severalcommunication methods.Gangnam style is the 18th K-Pop single by the South Korean musician Psy. The 5way model of integrated marketing communication explains and shows each elementwhich need to be considered while implementing marketing activities. 5 Ws elements inthe context of Gangnam style includes:Who: It includes the right type of actions that cancan contribute to anexceptional service. In the song of Gangnam style, there are some characters are beingused. Singer and musician of this song is Psy whose real name is Park Jae Sang andHyuna who is a member of the Korean Pop girl, who played Psy's Boo in the first trailerand Gangnam video.What: It includes the main message and content of service that can contribute toan exceptional experience. In the context of Gangnam style, the meaning of this song isbig brother is Gangnam style. It also refers to a lifestyle that is associated with theGangnam district.Why and how: It includes the reason as why an individual and company wantsto offer services. For accomplishing goals how will they provide them. Gangnam stylesong became popular because of its dance moves. Song also became popular as it ismore despite and catchy in a Korean. Its dance style was just amazing and unique fromother. The main aim of Psy of launching this song to make its local K-Pop fansentertained. People of Gangnam district are more trendy and hip (DiMarco, 2017).When: It is stated that Phy recorded label YG entertainment that had beenbuilding up the foundation for wider range or maximum reach across a number ofchannels, before launching this unique video. It is also stated that Phy studied very hardto find and attractive and unique dance style and for that he stayed up late for almost 30nights to come up with the unique Gangnam style.1
Where: It includes the place and platform from where targeted customers canget offering services. Gangnam style video and song became popular on You tube as itwas released in the year of 2012. At the same date only, it made approximate 500,000views. Initially it was being covered by online technology publications. After it, they leadto coverage by traditional media powerhouses.So, it can be said that the success of this song and video is a catchy rhythm andattractive dance moves.The ways how communication content adds value to Psy's music consumers and theirimpacts on video's successThere are some ways and elements of communication content that help inadding value to consumers and have great impact on service and products' success.Particularly by making an effective use of social media and You tube. The mediaaccount and socio cultural focus was one of the main factor and communication contentof Psy who impacts on its video's success (Critical Success Factors of communicationcontent of Gangnam style's video,2019).The main important factors which contributed in the success of this video'ssuccess is it was funny, so everybody wants to enjoy it and just go with its flow.So, it can be said the content should be easy to understand.The message and tune of this song is eye-catching as it gives opportunity to allviewers to participate and enjoy it. It is also stated that people and even childrentry their hand at the Gangnam style dance. So, it can be said that communicationcontent should be enjoyable.Psy's video was different as compare to its competitors that helped in to grabviewers' attention. They liked the video because of its unique moves and lyrics aseven people were talking about videos. So, it shows that the importance ofcommunication content that adds value to consumers (Rathore, Ilavarasan andDwivedi, 2016).Back story is other main factors which Psy involved in its communication content.Gangnam is a district and the main reason of Psy of making this song is toentertain the people of Gangnam. It is based on socio cultural element. So it canbe said that social factors play an important role while planning and makingdecisions about marketing and communication content.With more than and approximate 1 billion by which he generated approximate $8 billionrevenue on YouTube alone.2
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