Service Marketing Report: Menulog's Strategies and Recommendations

This report provides a comprehensive analysis of Menulog's service marketing strategies. It begins by examining Menulog's service product and positioning within the online food and beverage ordering market, including its offerings across different countries and product categories. The report then delves into Menulog's pricing strategies, specifically highlighting the use of penetration pricing to gain market share and attract consumers. It also discusses the importance of market research and understanding consumer value in refining pricing strategies. Furthermore, the report explores Menulog's integrated service marketing communication, emphasizing the use of advertising and customer feedback to enhance brand positioning and customer engagement. Finally, the report offers recommendations, including the adoption of a price skimming strategy, innovative promotional techniques, and the introduction of new features based on market research to improve Menulog's overall marketing effectiveness. The report references key academic sources to support its analysis.

Service marketing- service
audit

Table of Contents
2.1 Service product and positioning.............................................................................................3
2.2 Pricing strategies of Menulog organization...........................................................................3
2.4 Integrated Service Marketing Communication......................................................................4
Recommendation.............................................................................................................................4
REFERENCES................................................................................................................................5

2.1 Service product and positioning.
Currently, Menulog Pty, Ltd is offering various types of food and beverages through
online ordering app. It offer the products in different countries such as Australia, Canada, UK,
Ireland etc. to the targeted segment of consumers. Currently, it is offering wide range of products
like fast food like sandwiches, chicken, Italian food like Pizza, alcohol etc. to large number of
restaurants. Menulog offer products and services on the basis of demographic factors and on the
basis of geographical location such as different cities of Australia, America etc (Camilleri,
2018). According to service marketing theory, organization should make efforts for improving
product positioning. Management of Menulog should develop and implement tracking system to
track the process of production and distribution of food and beverages through online app. This
will help to improve the features and benefits of the products. To improve positioning strategies
of the company, management should firstly conduct market research for analysing main
consumers. This will help to study current position of the products in the market and demand of
consumers for the products of Menulog. This will help to improve current product positioning
strategies of the firm. Such as positioning through social networks etc.
2.2 Pricing strategies of Menulog organization
Menulog is New Zealand as well as Australian online food and beverage ordering firm,
they provide online food services to people through application. Company uses penetration
pricing strategy in their business to increase profit margin as well as consumer base. According
to this penetration pricing organization set product price artificially low in initial stage to gain
good market share and after that they increase price of goods based on demand (Ferguson,
2014). When company offer low cost services people attract towards them, but on the other hand
if they increase price consumer drive towards substitute products, so that they can manage
demand and capacity with the help of price effectively. Organization can enhance and improve
their current pricing strategy when they conduct market research and understand what
consumer's value. By conducting market research they can gather more information about
competitive pricing strategy which helps to make its own better than the others in same market.
Furthermore, firm enhance their pricing strategy related to products that they offer to consumers
through online. Psychological pricing theory is one of the best service marketing concept that set
mind of people in certain price of goods. According to this concept, consumer set their
psychology for specific products and build positive emotional connection.

2.4 Integrated Service Marketing Communication
It refers to the integrated methods which is used in managing the brand positioning in
market through promoting the goods and services which is specially designed to target the
customers. The marketing communication can be done on the bases of advertising, maintaining
close relationship with public and also interacting with them personally to gather the reviews by
availing such products (Valos and et.al., 2016). In case of Menulog, they can use this services on
the bases of attracting customer through providing innovative advertising, as customer mainly
attract by viewing different promotional techniques and scheme which they get by preferring
such products. As by providing online services, customer need quality services at reasonable
price or discount offer on particular restaurant. Thus, Menulog can use this scheme to avail the
customer interest for longer time period. Thus, by choosing advertising method and taking timely
feedback from customer can attract the customer scale at better level. As they can alter this
service by applying the service marketing theory in which they can choose the product oriented
pricing as Menulog can use this techniques as they undertake the reviews given by customer
regarding the particular products (Chitty, D'Alessandro and Gray, 2019). They bring such
scheme which is mainly attracted by customer and also charges less pricing. Through this theory
they can reach to large number of customer and also fulfil their needs and wants in better way.
Recommendation
Monulog company recommended to adopt price skimming strategy which is beneficial
for overall business. According to this strategy, they should high cost for goods initially that
attract people and then lower it over time. This is recommended to Menulog regarding
innovating the promotional technique on continuation bases. As customer are attracted if they
find unique concept in company advertisement and they are attracted if attractive schemes is
given on particular products which is mostly in demand. It is recommended that, firm should
introduce new features and services for the consumers on the basis of market research (Mazzola,
Perrone and Handfield, 2018). Menulog should develop new product positioning strategies for
effective marketing of items such as fast food, alcohol etc. It should adopt tracking model that
helps to improve quality of products and satisfy the customers.

REFERENCES
Book and Journals
Camilleri, M.A., 2018. Market segmentation, targeting and positioning. In Travel Marketing,
tourism economics and the airline product (pp. 69-83). Springer, Cham.
Chitty, W., D'Alessandro, S. and Gray, D., 2019. Services marketing. Oxford University Press
Australia and New Zealand.
Ferguson, J.L., 2014. Implementing price increases in turbulent economies: Pricing approaches
for reducing perceptions of price unfairness. Journal of Business Research. 67(1).
pp.2732-2737.
Mazzola, E., Perrone, G. and Handfield, R., 2018. Change Is Good, But Not Too Much:
Dynamic Positioning in the Interfirm Network and New Product Development. Journal
of Product Innovation Management. 35(6). pp.960-982.
Valos, M. J. and et.al., 2016. Exploring the integration of social media within integrated
marketing communication frameworks: Perspectives of services marketers. Marketing
Intelligence & Planning. 34(1). pp.19-40.