Assignment / Reflection: 1

A)

Product: MAC Ruby Woo Liquid Lipstick

Service: Massage Envy Spa Masseuse

In the first chapter, a product was described as the core output of an industry that delivers benefits to the customers who purchase and use them. Products are physical objects or devices in which physical inputs are processed or assembled in order to create a finished good. Services tend to be more difficult to define and are not necessarily attached to a finished good or product. Services are actions or performances done for the benefit of a customer and the process is typically intangible. Customers cannot obtain the ownership of services, whereas they can with a product or good.

Take MAC's Ruby Woo Liquid Lipstick for example (my personal favorite) . The formula for the lipstick is created using ingredients such as wax, pigment, alcohol etc. The tube in which the lipstick will be placed inside of is typically manufactured from plastic, and factories use assembly machines in order to insert the lipstick ingredients in the tube, and capping it off with a brush applicator top. This creates the liquid lipstick, which is a popular product that MAC sells to it's customers. The lipstick is tangible and purchasable by consumers. This is an example of a product.

A Masseuse at Massage Envy Spa provides a service to it's customers as opposed to a tangible product. It is the job of the company, and masseuse to market the specific massage services that are offered by the spa (i.e. hot stone, aromatherapy massage, deep tissue) in order to gain and maintain clientele. A customer who comes into Massage Envy Spa does not own the service being provided to them, but does undergo an experience that typically takes time to learn and perfect to the preferences of the customer. The service does provide tangible elements such as the massage table that the client will lay on, and the oils that will be applied to their body, but the overall benefits come from the nature of the service provided by the masseuse.

B)

8 Components of Service Marketing:

Product Elements: The features of the service as well as the supplementary service elements that surround the massage experience. Managers must be conscious and structured in what specific massage services they are having their employees offer to customers, and reference the benefits offered to them (i.e. hot stone, deep tissue). This also applies to products involved in the experience (i.e. body lotions, oils, towels).

Place and Time: Massage Envy Spa is a chain Spa franchise that is located in states all across the United States. Their services are offered from their many business locations, and they are open 7 days a week with times varying (typically 8:00AM - 10:00PM)

Process: The method and sequence of the experience for the customer vary based on the masseuse, the specific spa and the school in which the masseuse is educated from. The process includes the customer calling or entering the spa in person to make an appointment, them coming to the spa for the massage, the massage itself, and them leaving the spa after their service is provided. It is important for Massage Envy Spa to gage and ensure that they are providing quality to the likeness of their customers at each touchpoint in order to guarantee that their customers are satisfied.

Productivity and quality: The productivity and quality of the massage varies from each masseuse, but it is important to (in standard with the guidelines and regulations of the franchise) ensure that the customer is satisfied and finds value in the massage that they were given. When a customer is not satisfied, it is the job of managers to ensure that quality improvements are made without making detrimental tradeoffs to the over vision and efficiency of the company. (i.e. oils that are gentle to clients skin, cleanliness of massage tables)

People: The employees of Massage Envy Spa are trained to be kind and warm to their customers. This is especially important in a service such as Massage Therapy because of the level of intimacy involved in providing the experiences. Masseuses should be kind, communicative, respectful, and aware of the preferences and specifications provided to them by their customers.

Promotion and Education: Massage Envy Spa markets its services using billboards, television commercials and various social media outlets. They partner with local businesses as well to promote and utilize their services. It's employees are educated and required to have a degree or certificate proving they have undergone the necessary training required in order to provide their level of services to customers.

Physical Evidence: Massage Envy Spa must uphold it's physical appearance at all locations, and most important it's cleanliness due to the level of intimacy required in it's services. The physical and tangible elements include the massage tables, the rooms, and floors all being neat and tidy throughout all spa locations.

Price and other costs of services: This refers to the costs incurred by customers and does vary based on specific locations of Massage Envy Spa across the United States. Because a service is being offered to customers, they are also encouraged to tip their masseuse an additional 10-20% for the services provided.

C)

Values and their ethics are imperative when providing a service to customers. The worth of providing good value to customers and maintaining long term, customer-centric relationships are what drives the success of the service industry. Ethical behaviour and conduct should be exemplified by the service provider because they are reflecting the mission of the company or business. I think the 8 P's are a great reference of key points that businesses and service providers should look to ensure they are giving to their customers at all touch points of their experience.