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Assignments EBM201

The document discusses the importance of physical evidence and people in shaping customer perceptions and experiences, particularly in the beauty products sector. It highlights how Oolala Collection Club utilizes appealing packaging, sensory appeal, and strong branding to enhance customer satisfaction and loyalty. Additionally, it emphasizes the role of employees in delivering the brand promise and the need for internal marketing and employee engagement to improve customer service and relationships.

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Isha Meshaka
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24 views2 pages

Assignments EBM201

The document discusses the importance of physical evidence and people in shaping customer perceptions and experiences, particularly in the beauty products sector. It highlights how Oolala Collection Club utilizes appealing packaging, sensory appeal, and strong branding to enhance customer satisfaction and loyalty. Additionally, it emphasizes the role of employees in delivering the brand promise and the need for internal marketing and employee engagement to improve customer service and relationships.

Uploaded by

Isha Meshaka
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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2.1 The physical evidence is a combination of environment and branding.

Physical evidence can be


used to charge a premium price for a product and establish a positive experience. Physical evidence
plays a crucial role in shaping customers perceptions and experiences (Zeithaml, Parasuraman, &
Berry, 1990). The cleanliness and maintenance of the facilities, as well as the appearance of the staff
also contribute to the overall physical evidence (Bitner, 1992). Physical evidence is very effective
especially when a customer has never bought from the firm before and want confidence. Overall
physical evidence can significantly impact customer’s satisfaction, loyalty and willingness to
recommend the service to others (Oliver, 1980).

The people within the framework represents the employees, consultants and freelancers. Overall
people in the 7p’s refer to individuals who are involved in delivering the product to the customer and
any other individuals who interact with the customers (Khan, 2014). People have a significant impact
on the customer’s perception of the brand and the overall customer experience. People are the living
embodiment of the company’s brand and its values (Kotler and Keller, 2016). People are the centre of
a company’s connections with consumers and processing their clarifications, purchases and customer
concerns via web messages , social networks or through the contact centre. Although people are
unpredictable, they can still offer a chance to distinguish a product in a competitive market and
develop beneficial customer connections by getting the correct training, empowerment and
encouragement from a firm (Allen, 2022).

3.7 While analysing physical evidence of beauty products, three components were looked at named
packaging, sensory appeal and branding.

Oolala Collection Club noticed that the first physical evidence of the beauty products that customers
encounter when interacting with their beauty products is their packaging. Oolala Collection Club took
factors like the design, materials and shape of the packaging into account. Oolala Collection Club’s
design of their packaging is visually appealing, and it reflect the brand’s identity. The shape of the
packaging is well-designed and easy to use. When opening Oolala’s website, customers can see that
the beauty products are standing out and that the materials used are safe and the quality is good.

Oolala Collection Club’s use of sensory appeal is to connect users with their beauty products so the
users can have a memorable experience. When looking at sensory appeal, appearance, texture and
fragrance is important. The appearance of the beauty products is visually appealing. The texture of
the beauty products reflects the product’s purpose. Customers of Oolala Collection Club refer to the
texture as pleasant. Customers of Oolala Collection Club also said that they like the smell of the
beauty products.

The branding of Oolala Collection Club is the visual identity of the beauty products. This helps Oolala
Collection Club to build stronger customer relationships and a stronger brand image. When it comes
to branding, the logo, typography and colour scheme is important. The logo on Oolala Collection
Club’s beauty products is easily recognizable simple and memorable. It is unique. The colour scheme
reflects the brand’s personality, and it is consistent across all beauty products. The typography
reflects the brand's tone of voice, and it is legible.
Oolala Collection Club is a e-commerce business and they can improve this environment by making it
more comfortable for their customers to shop on their website. The business can offer faster delivery
or maybe more affordable delivery fees as well as more reliable delivery. Oolala Collection Club can
also invest more in marketing and advertising to connect to new and more customers.

3.5 While analysing the people of beauty products it was important to look at elements like
employees, customers, stakeholders, internal marketing and employee engagement.

Oolala Collection Club’s employees are the face of the firm and are responsible for delivering the
brand promise to customers. Employees play a crucial role in building long term relationships and
shaping the customers experience with the beauty products. It is essential for Oolala Collection Club
to invest in employee development and training so that the employees have the necessary skills and
knowledge to deliver good customer service to customers who want to purchase these beauty
products.

The satisfaction of customers is crucial for Oolala Collection Club as customers are the reason for the
firm to exist and their success of the marketing strategy. Understanding the customers preferences,
needs and wants is crucial to give a certain target market the best beauty product and that met their
requirements.

Oolala Collection Club make use of internal marketing to align the firms culture, values, and goals
with the marketing strategy. This empowers the employees to deliver exceptional beauty products to
give customers a superior customer experience.

Employee engagement is crucial for Oolala Collection Club as it contributes to delivering good beauty
products. This helps employees to be more motivated, passionate and committed about their work
which will lead to higher levels of customer satisfaction and loyalty.

References

A. Griffith, D., S. Lee, H., Seob Yeo, C. & Calantone, R. 2014, “Marketing process adaption”,
International Marketing Review, vol. 31. no. 3, pp. 308-334.

Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and


emoplyees. Journal of Marketing, 56(2), 57-71.

Khan, M.T. 2014, “The Concept of ‘Marketing Mix’ and its Elements (A Conceptual Review Paper)”,
International Journal of Information, Business and Management, vol. 6, no. 2, pp. 95.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education

Oliver, R. L. (1980). A cognitive model of the antecedents an consequences of satisfaction decisions.


Journal of Marketing Research, 17(4), 460-469.

Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1990). Delivering quality service: Balancing customer
perceptions and expectations. Simon and Schuster.

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