2.6

1. Which services (related to your product) are offered by the manufacturer of your product? Describe the extended marketing mix for these services.

I’m afraid that I could not find, or come up with any services that Doritos offers; at least not aside from customer service. Doritos is a simple food product, not something that requires technical advice, custom design or any such service. On-time delivery is of course a service they do give to their supermarkets, but I assume that isn’t what is meant by that particular service as is mentioned in the PowerPoint.

As such, I cannot describe the extended marketing mix; because there are no services for me to explain about.

2. Which new services do you see could be interesting to have for your product?

I cannot imagine any services that might be helpful or interesting for Doritos to use. It is simply not necessary for a product such as this.

However, for the sake of writing something down, let’s say that customizability would be a good service and let’s take it from there. And with customizability, I mean the option to change the crisp. Be it flavour, shape or the materials it is produced from (potato or tortilla.)

3. Explain the intangibility, variability, inseparability and perishability of these services and explain which consequences these service characteristics have for the marketing of your product

Intangibility:

Customizing is something that always happens pre-purchase, and it is therefore completely intangible.

Variability:

Since customization is something that completely alters the product, or, at least, it can completely alter it, this is something that can change altogether when you do it at different vendors. One vendor might not have the same options for customization available as another, nor might those options be as good.

Inseparability

Customization is definitely inseparable from the provider. The consumers input is also required for it to actually work. The consumer must, after all, decide what should be changed to the product, and this alteration is something only the provider can… provide.

Perishability

Customization is something that cannot be stored since it is an active process, just like, for instance, getting your hair cut is an active service, it is something that is done, and then cannot be undone.

This customization of the product would change everything for Doritos. With a change like this Doritos could no longer be sold in supermarkets since they do not have the capability to customize the product themselves, it is something that would have to be done at the factory. So, then Doritos would become a specialty good which you could only get at special stores that Doritos would need to open, or you would have to order it from Doritos (online or otherwise), in the way that you want the crisps, and have it delivered to your doorstep.

5. Let’s say that you export your product in a country you never exported to before. What promotional strategies could you follow in relation to the product issues and promotion? (see fig.21.6 p 632) Describe a possible strategy for your product.

The best strategy would be to advertise the change in Doritos’ product to start. They will have undoubtedly heard of Doritos, and will be expecting a bag of crisps. So, to start you must get commercials out there to make it clear what Doritos now is, and what it has to offer.