Projecting the image of the Product or Service

To Influence the Perceptual Process of

Consumers against a Product or Services
What you do to a Product. What you do to
the mind of the Prospect

Identify the Competitors
Determine how the Competitors are Perceived
and Evaluated
Determine the Competitors Position
Analyze the Customers
Select the Position
Monitor the Position

By Attributes, Features or Customer Benefits
By Price Value
By Use of Application
By Users or Class or Users
With Respect to Product Class
Against Competition
By Endorsement
By Quality Dimensions
By Service Evidence
By People, Physical Evidence, Process
By Availability
By Comparison
Tangibles
Reliability
Responsiveness
Assurance
Empathy
Best Cost Provider Strategy
Based on Low Cost
Based on Differentiation

Service Place or Service Distribution
Distribution of Services differs from Tangible
Goods
Objective of Delivery Service --- Right Time,
Right Place, Accessible to Consumers with
ease and convenience.
Inseparability of Production and Consumption
Difficulty in Balancing Demand and Supply
Lack of Standardization of Services
Recovery Services
Elements of Service Delivery System