Developing a service marketing strategy for wellness tourism company

which is different from its competitors in order to win customers (Blythe, 2012). Thereare 4 elements to be considered:Branding: Personality of the product which customers can identify himself/herself.Product lines and product ranges: Often firms have more than only oneproduct and marketers’ duty is to manage the portfolio.Packaging: Basic form of packaging is to protect the product, but it canalso be used as a factor to make the product more attractive.Service support: Often used as a way to create additional value for theproduct. There can be after sales service or customer helpline to offer acustomer support after purchase.Price: The total amount of money company expects to get from the customer as anexchange of the product. There are several different pricing methods which needs tobe considered and then choose the one which is the most suitable for the product.(Blythe, 2012)Place: The space where exchange of product and payment takes place. Place featureof marketing includes the consideration of how to get the product in right time in rightplace customer to buy. Often there is some intermediate included such as retailers,franchises or selling and purchasing is done by phone or internet. In service marketingthis is different, nonetheless the service can be purchased via intermediates, theinseparable nature of service generally requires that customer and the provider are inthe same place. (Blythe, 2012)Promotion: The way how marketers are communicating the offering for the customers.It divides into promotional mix, where new methods of communicating are added nonstopnow days. The four elements of promotional mix needs all to be considered whencreating a successful marketing promotion. Marketer need to decide also whichmediums to use (radio, TV, magazines, internet etc.) in order to transmit the correctimage of the product to the customer.Advertising: It’s the most visible element of promotional mix and it is amade message which is forwarded to the customer. Advertising alwayscosts something and should not be confused with word-of-mouth which ispart of public relations.28