7 P’s OF RELIANCE FRESH

 Product
 Fresh fruits and vegetables
 Staples
 Groceries
 Fresh juices
 Dairy products

 Price
 Not much discount on MRP of packaged goods like competitors

 Place
 122 stores in NCR
 330 stores in India
(figures as per 2007 data)

 Promotion
 SMS
 Leaflets
 In-store visits
 Word of Mouth
 Others

 Process
 Farm-to-fork business model
 Backward Integration

 Physical Evidence
 Layout

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  Store and shelves
 Bill counters
 Shelves
 Customer loyalty cards

 People
 Taj People Philosophy
 Profit Centers

BENEFITS DERIVED

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 AUGMENTED

EXPECTED

CORE

 CORE
 Shopping convenience
 Store for daily need items
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 EXPECTED
 First class customer services
 Clean interiors
 Additional benefits like home delivery
 Promptness
 Communication
 Courteous and professional staff
 Credit facilities

 AUGMENTED
 Personalized services
 Compensation in case of

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SERVICES MARKETING TRIANGLE

(Management)

Internal External
Marketing Marketing
“enabling
the promise “setting the
promise” promise”

Employees Interactive Marketing Customers

“delivering the promise”

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The GAP Model

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 EXPECTED SERVICE

PERCEIVED SERVICE

Gap 1 Gap 4
EXTERNAL COMMUNICATION
SERVICE DELIVERED
to CUSTOMERS

Gap 3

CUSTOMER DRIVEN
SERV. DESIGN & STDS

Gap 2

Co’s PERCEPTION of
CONSUMER EXPECTATION

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 GAPS

 Knowledge Gap
 Lack of proper communication with prestige club customers

 Standards Gap
 Quality of fruits and vegetables not up to the mark
 Absence of Credit facility.
 Poor management at billing counters leading to long queues.
 Problems related to IT

 Delivery Gap
 Lack of flexibility in check-out timings
 Behavior of employees not up to the mark

 Perceptions Gap
 Discounts lesser than those offered by the competitors
 Tie-ups with hospitals for emergencies

 Service Gap
 Lack of proper ambience.
 Additional bonus points to cardholding customers.


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Questionnaire

We are conducting a survey to find out you expectations from a five star hotel. Your feed
back will help us to serve you better.

Name

Phone No.

Sex M/F

1. For what purpose do you generally visit a five star hotel:

Food Tourism Business Holiday

2. What you consider is the most important thing in a five star hotel
Ambience Hospitality Food Brand

3. Which five star hotel you most admire

Taj Oberoi Hyatt Sheraton

4. Have you visited Taj

Yes No

5. The hospitality at Taj is the best

Strongly Agree Agree Neutral Disagree Strongly Disagree

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6. The food served at Taj is the best
Strongly Agree Agree Neutral Disagree Strongly Disagree

7. The ambience at Taj is most pleasant

Strongly Agree Agree Neutral Disagree Strongly Disagree

8. The room service of Taj is the best in the industry

Strongly Agree Agree Neutral Disagree Strongly Disagree

9. Rank the following hotels on the basis of the parameters given in a scale of 1 to 5
1 being the best and 5 the worst.

Taj Oberoi Sheraton Grand Hyatt

Food

Ambience

Room Service

Hospitality

Quality of Rooms

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