Marketing You Back” proposition for SIVA’s case,

Marketing
Assignment

 

Many people think that Marketing is just promoting and
selling, but in fact it is much more than that. Marketing can be considered as
the brain of the company, finding ways to improve the product and service just
as the customer desires and building strong relationships with these same
customers.

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Question 1:

The Marketing Mix is a tool that an organisation can use to
evaluate its products and services to give their customers the best possible
experience. In return, this will help maintain a strong relationship with
customers which will generate a free word of mouth promotion for new customers.

The Elements that make up the Marketing Mix can either be
from a Selling Perspective and a Customer Oriented Perspective. The Elements
making up the Marketing Mix from the Selling Perspective are:

·      
Product

·      
Price

·      
Place

·      
Promotion

·      
People

·      
Process

·      
Physical Evidence

Whilst, the elements making up the Marketing Mix from the
Customer Oriented Perspective are:

·      
Customer Solution

·      
Customer Cost

·      
Convenience

·      
Communication

 

Taking into consideration the “Pick You up, Take You Back”
proposition for SIVA’s case, the product
is a service. Since many potential and existing customers find it difficult to
reach the outlets, this service will be very helpful to attract new customers and
make it easier for current customers to continue renting cars from SIVA. The
service will consist of collecting any customer from their home/hotel and take
them to their local SIVA outlet and then return them upon completion of the
vehicle hire. As this service is an original idea, this will also help generate
many new customers and help SIVA compete against competitors like AVIS and
Hertz.

When it comes to price,
the “Pick You up, Take You Back” service is to be offered for free to encourage
existing and potential customers to make use of this service.

The place element
of the marketing mix involves strategizing the channels of distribution for the
“Pick You up, Take You Back” service. It would be best to start off with
‘selective distribution’ in order to target a niche market attracted by some of
the SIVA outlets across the United Kingdom. Once this proves to be successful
and the public has responded well to this service, this service can be expanded
to all outlets using intensive distribution. To use this service, it would be
ideal that one can either pre-book online, via the SIVA website or through any
SIVA Social Media accounts, or by phone. This would benefit both the customer
and SIVA that this service is accessible 24/7.

 

To Promote this
new service SIVA can choose from a number of promotional tools to encourage
existing and potential customers to use this service. These tools include
social media platforms, advertisement on newspapers, magazines billboards and
radio. A promotional video showing how to use the service will be posted on all
of SIVA’s social media accounts and also on television. Existing customers will
be notified through e-mail and this will help generate free word of mouth
promotion.

The People element
of the marketing mix must be studied and focused on in order to start off on
the right foot with the customer and start building a long-lasting
relationship. One must stress the importance of the first-time meeting between
the SIVA driver and the customer to ensure the best experience possible for the
customers.

For the process to
be effective as possible, the staff employed must be dedicated for this service
only. One may also decide to improve this system in the future by listening to
the needs and wants of the customers.

All of the previous elements must be kept up to standard to
ensure that the “Pick You up, Take You Back” service is the physical evidence of SIVA’s presence
and establishment in the car rental business.

Along with the seven elements of the marketing mix, one must
also take into consideration:

·      
Customer solution

·      
Customer cost

·      
Convenience

·      
Communication

The “Pick You up, Take You Back” is a perfect customer solution since it will cater
for SIVA’s problem. The customer costs
involve the cost of labour, raw materials and the maintenance of the vehicles.
This service maximises customer convenience
since it is very comfortable and practical to use this service since the
public can use it from the comfort of their own home/hotel. Market research
must be done to find out which are the best promotional tools to attract
potential customers, for example; Facebook, Gmail promotional inbox, etc. 

 

Question 2:

Decision making can sometimes be a very tough and stressful
procedure, and this may be the case when one is trying out a new product or
service. When it comes to SIVA’s “Pick You up, Take You Back” proposition, one
would think about how this service will affect his/her experience when renting
a car from SIVA. It is up to SIVA to create the best strategy to put the
customer’s mind at rest and make them believe that they have made the right
choice by renting from SIVA.

The buyer’s decision process consists of 5 main stages that
one goes through when buying a product or using a service. First the consumer
must be able to recognize what the
problem is. For many SIVA customers and potential customers, the problem is
that they are finding it difficult to get to a SIVA car rental outlet. SIVA
here has done brilliantly by coming up with the “Pick You up, Take You Back”
proposition because it is like they are taking the service to their customers
which saves a lot if time, hassle and gives customers the best possible
experience when they must rent a car from SIVA, therefore they are catering for
the needs of the customer. In turn, the “Pick You up, Take You Back” service
will encourage existing and potential customers to rent a car from SIVA because
the process is so smooth and efficient.

Moreover, one would want to research this service offered by SIVA, so they know what to expect.
It is therefore important for SIVA to provide the appropriate information on
the “Pick You up, Take You Back” service and to also make this information
easily accessible for the public, example; regularly updating social media
platforms and posting promotional videos on how the service works. One may also
check for reviews on the service and ask around. SIVA must have dedicated staff
to ensure that the service will positively affect the overall experience of
customers when renting a car.

After research has been done, one may decide to evaluate other alternatives to SIVA, and
therefore look at other companies in the car rental business which in truth are
SIVA’s competitors like AVIS and Hertz. Since the “Pick You up, Take You Back”
service is only provided by SIVA, the company has unique tool to attract new
customers and keep existing ones. In this stage one will compare the services
offered by different car rentals. If SIVA focuses on maintaining a strong hold
on the car rental market, they must perfect the “Pick You up, Take You Back”
procedure to have a competitive edge. Apart from the fact that only SIVA offers
this type of service, it can further encourage customers to rent cars from them
by offering further incentives. Example: if a customer refers their friends to
make use of SIVA’s services they get a discount on rental prices after
referring 5 people. The fact that SIVA will only offer this type of service
should be enough to encourage customers to rent cars from them because the
overall process is made easy and is very comfortable.

The next stage is for one to actually use the “Pick You up, Take You Back” service offered by SIVA, after
evaluating all other the alternatives. In order to ensure that the customer has
made the right decision and to ultimately put their mind at rest. At this stage
one may come across some problems like negative feedback from someone else,
uncertainty or organisations problems. If one has received negative feedback
about the “Pick You up, Take You Back” service, SIVA must correct the previous
mistakes and learn from them so as to ensure that such risks are minimised. All
elements making up the “Pick You up, Take You Back” service must be working up
to standard, so the customer has the best experience possible and therefore
won’t have any second thoughts about renting a car from SIVA.

The last stage of the buyer’s decision process is the post-purchase stage which is critical
to ensure that one has made the right decision and therefore start the customer
relationship off on a good note. In order for the customer to feel satisfied
with using the service SIVA must follow up on their experience when the car
rental period finishes and ask for feedback and if a customer is not fully
satisfied, SIVA must find a way to compensate them. One may suffer from
cognitive dissonance which is when the customer is unsure about his experience
of using the service. By following up and thanking the customer for using the
service SIVA will help prevent this problem. In this case the process after the
“Pick You up, Take You Back” service must also go smoothly and work
efficiently, so the customer can think to themselves and conclude that they
were right to make use of SIVA’s car rental service. All these elements will
encourage the customer to leave positive feedback which will in turn be free
word of mouth promotion.

USE OF APP

Question 3:

Pick You
up, Take You Back Report

This service has been proposed by the senior management in
order to solve the problem that SIVA existing and potential customers have of
getting to on of the SIVA outlets to rent a car.

One must research the best possible methods for communicating
this new service to existing and potential customers, so it works efficiently
and thus increasing SIVA’s overall profits.

Features of
this new service

To make use of this service, one can either call or pre-book
through the SIVA website or App. A confirmation message will be sent to the
customer, including all the details of the pickup. It is up to the driver to confirm
that the customer has been picked up and in the meantime, one can check the
status of the journey through the SIVA App. The SIVA App will consist of:

1.    An option
for the Pick-Up time

2.    An option
for the Pick-Up Location

3.    Rate your
experience feature

4.    Car Rental
Details

Upon arrival to an outlet, the customer is greeted by a SIVA
representative and the process of renting a car can be started. Once the
customer has rented a car and returned it, SIVA is to follow up to ensure that
the customer had the best experience possible and work on any feedback that was
given to ensure smooth running of the service in the future.

Promotional
Tools

Since the “Pick You up, Take You Back” proposition will be a
new service, it is important for SIVA to have a strong promotional strategy.
SIVA can use the elements making up the communication mix in order to
communicate this new service to established and potential customers. The
elements favourable to SIVA would be:

·      
Direct Marketing

·      
Advertising

·      
Sales Promotion

·      
Public Relations

 

 

Since the “Pick You up, Take You Back” is a new service, it
would be ideal for SIVA to release a PR on Social Media platforms such as
Facebook, twitter, etc. It would also be ideal to sponsor these PR’s to
maximise SIVA’s reach, example investing money to boost the reach of SIVA’s
Facebook post.

To ensure that the existing customers are aware of this new
service, Direct Marketing such as promotional email’s and brochures will be
used to reach clients more personally. For example, sending a promotional video
explaining how to use this new service and SIVA could also include the easy
steps of how to use this new service in any brochures sent out by post.

Apart from PR and Direct Marketing, mainstream advertising
tools such television and billboards adverts can be used to maximise reach. The
television advert must show how to use this service.

In terms of Sales Promotion SIVA can use a referral system to
encourage existing customers to promote this service and in return offer a
discount.

 

Question 4:

“Pick You
up, Take You Back”: Building Customer Relationships and Sales

 

Ultimately the aim of this service is to provide the best
possible experience for the customer when the customer is renting a car from
SIVA. After following up and getting feedback from the customer, any objections
or problems that may have come up, must be tackled and corrected to ensure that
the customer uses the service again, and since long-term customers tend to be
more loyal and less price-sensitive to the company than new customers, SIVA
must listen to any feedback to show appreciation. A fully satisfied customer
will spread word of mouth promotion. It is vital that the drivers, are well
trained to start off the customer relationship well. Customer care training on
the “Pick You up, Take You Back” service, must be regularly given so staff are
updated regularly about all the future new features and improvement that may be
made on the future. Furthermore, the employees which oversee this service, must
be treated well to ensure that they are happy and give the best service
possible.

“Clients do
not come first. Employees come first. If you take care of your employees, they
will take care of the clients” – Richard Branson

On the app, a rating system will be provided to ensure that
the customer gets the best experience possible. This way, any customer who used
the app will get notified to rate their experience, thus leaving the customer
to give SIVA feedback freely.

This experience will cater for the customers needs and wants
whilst solving the accessibility problem and so, relationships with customers
are more personal from the start.

 

It is important for these briefing documents to be studied
and focused on to give the best customer experience possible and ultimately
solve the accessibility problem. If the “Pick You up, Take You Back” service
proves to be successful, SIVA will achieve a competitive edge over its rivals
like AVIS and Hertz.