Justeat case study published in EmaraldTeaching Notes For

7/26/2019 Justeat case study published in EmaraldTeaching Notes For

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Teaching Notes for: Feeding the hungry surfers:

www.justeat.in

Rik Paul and Debapratim Purkayastha

Case synopsis

JustEat, the world's largest and premium online food ordering and table reservation portal,

acquired a ! per cent stake in "ndia's premium online food ordering and table reservation

portal # $ungry%one& Ritesh umar Dwivedy, (ounder and )E* of $ungry%one and now the

)E* of JustEat&in, soon faced certain challenges that cropped up as a result of this

development&

+he case provides students with an opportunity to closely eamine various marketing

activities and to understand how problems associated with services being intangible can be

dealt with by using effective integrated marketing communications -".)s/& +he case also

highlights the issues and challenges faced by the management in rebranding $ungry%one to

JustEat&in& (inally some significant challenges yet to be resolved are posed& 0hat should be

done to deal with the problem of poaching of customers by partnering restaurants1 $ow

should JustEat&in ensure that the partnering restaurants do not perceive it as their competitor

in spite of the fact that registering with JustEat&in helps increase their revenues by 2!324 per

cent1 $ow should JustEat&in convince popular restaurant chains to register with it keeping in

mind the fact that they are already facing ecess demand situations1

Teaching purpose and target audience

+he case is designed to enable students to understand5

the concepts associated with delivering services through electronic channels6

communications and the services marketing triangle6

key service communication challenges6

the integrated services marketing communication mi6

strategies to match service promises with delivery6 and

the services branding model&

+his case can be taught effectively to .789.: students as a part of the services

marketing curriculum& "t can also be used in the ".)s and marketing management

curriculum&

Immediate issues


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enlisting more restaurants and popular restaurants with JustEat&in6

reducing customer poaching by partner restaurants6

creating customer awareness on rebranding of $ungry%one&com to JustEat&in6 and

ensuring service quality&

Basic issues

:ervice marketing6 communication and the service marketing triangle6 service branding

model&

Rebranding5 ".)6 online marketing of services&

Session plan

+his is as shown in +able "&

Research methods

Primary source& "n3depth interview with company officials and customers&

:econdary source& )ompany web site and other publicly available resources&

Teaching approach

+he instructor may initiate the discussion by taking a poll on the number of students who

have ordered food online& :ome of the students can then be asked to describe their eperience

with the service delivery process& +he instructor can take the discussion further with the help

of the following questions&

Suggested uestions

JustEat&in is "ndia's number one online food ordering and table reservation portal&

0hat are the benefits and challenges the company could face with the online service

delivery model1

:ervices are said to be intangible and thereby high on eperience and credence

attributes& 0hat are the key challenges that JustEat&in faces in terms of

communicating its service to its customers1

JustEat&in promises a wide assortment of cuisines and a fast, free and reliable service&

;iven the challenges that JustEat&in already encounters with its services being

intangible, what marketing communication strategies would you suggest to ensure

that the promises made to the customers are delivered1

Case analysis
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!. "eli#ering ser#ice through electronic channels

+he world wide web has been instrumental in radically transforming the lives of people&

:ociali%ing, purchasing goods and services, gathering information # everything is now online&

Electronic channels have epanded service marketers' opportunities for delivering their

offerings to a great etent& 8ll that marketers require is some predesigned services -such asinformation, education, or entertainment/ and an electronic vehicle to deliver it&


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0hen customers use online services, they have access to a wide variety of options&

)ustomers are also able to get customi%ed services as per their individual needs through the

internet& +his ensures that customers get eactly what they want& )ustomers get access to a

wide variety of restaurants and cuisines when they order food or book tables through

JustEat&in& (or eample, while ordering a pi%%a a customer can choose etra toppings or even

choose not to have a topping& )ustomers get their orders customi%ed as per their needs&.oreover, JustEat&in has also come up with customi%ed micro3sites for its corporate alliances&

%e& )uic* customer feed$ac*

*ne of the biggest strengths of e3commerce is the aspect of rapid customer feedback&

)ompanies can immediately find out what customers think about their services& +hey can

also get higher participation from customers in surveys& )ompanies find it easier to make

rapid changes to service assortments, address problems immediately, and dramatically speed

up the learning cycle with quick customer feedback& JustEat&in has a feedback form on its

web site which helps customers to provide immediate feedback& +his in turn, helps JustEat&in

to understand what customers think about its web site as well the services offered and designits services accordingly&

Challenges in distri$uting ser#ices through electronic channels

%a& +rice competition

+he rapid growth of the internet has enabled customers to easily and quickly compare the

prices of different services through various web sites& "n case of JustEat&in, customers can

easily find out the prices of ordering food from rival web sites such as5

www&eveningflavors&com6 www&burrp&com and www&%omato&com&


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online& :imilar situations can arise while placing orders online due to the inability to

customi%e&

%d& Security concerns

+his is one of the ma?or concerns facing marketers& +he use of electronic channels causesconsumers to place a question mark on the security of information that they provide,

particularly financial and health information& .any consumers are still skeptical about

providing information related to their credit3card on the internet& )onsumers do not consider

the internet a safe place to do business& +o overcome this challenge, companies doing

business through the internet must continually come up with ways to protect their systems

from cyber attacks like hacking, identity theft, vandalism, eavesdropping, and penetration&

)ompanies need to ensure the safety of the information provided by customers& JustEat&in

also needs to ensure the safety of information provided by the customers& 8s JustEat&in is also

planning to start online payment facilities, it has to ensure the safety of financial information

provided by customers at the time of payment&

-. ey ser#ice communication challenges

Ser#ice intangi$ility

7ecause services are performances rather than ob?ects, their essence and benefits are difficult

to communicate to customers& 7efore buying services, consumers have difficulty

understanding what they will be buying and evoking names and types of services to consider&

8fter purchase, consumers have trouble evaluating their service eperiences& 8ccording to

.ittal and 7aker -B!!B/, intangibility involves incorporeal eistence, abstractness, generality,

non3searchability and mental impalpability -+able """/5

"ncorporeal eistence& +he service product is neither made out of physical matter nor

occupies physical space& +he implication is that showing the service is difficult if not

possible& +he same is the case with JustEat&in& "t is ?ust an online portal& :o for a

customer, visuali%ing the entire service starting from the order taking till the point

when the food gets delivered is practically impossible&

8bstractness& :ervice benefits such as financial security, fun or health do not

correspond directly with ob?ects, making them difficult to visuali%e and understand&

+he benefit associated by a hungry surfer when he en?oys his favourite cuisine

ordered through JustEat&in is intrinsic and difficult for both the customer and theservice provider to comprehend, thus making the entire phenomenon a little abstract&

;enerality& .any services and service promises are described in generalities

-wonderful eperience, superior education, completely satisfied customers/, making it

difficult to differentiate them from those of competitors& +he web site of JustEat&in

mentions that it is the world's largest online food ordering and table reservation portal&

+his makes it difficult for customers to comprehend&


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reservation portal& )onsumers cannot inspect the quality of service unless they

purchase it& "n other words, services are high on eperience and credence attributes&

.ental impalpability& :ervices are often comple, multidimensional, and difficult to

grasp mentally& 0hen customers have not had prior eposure to, familiarity with or

knowledge of these services, they are difficult to interpret& (irst time users ofJustEat&in face the same difficulty& 8s they are using the service for the first time, they

are unsure of the quality of the service&

/anagement of ser#ice promises

)ompanies must manage service marketing communications # the promises made by

salespeople, advertising and service personnel in order to ensure that the service does not fall

short of what is promised& JustEat&in promises fast, free and reliable service and it strives to

ensure that it delivers ?ust that&

/anagement of customer e0pectations

8ppropriate and accurate communication about services is the responsibility of both

marketing and operations& .arketing must accurately and compellingly reflect what happens

in actual service encounters6 operations must deliver what is promised in communications&

)ustomers of JustEat&in epect fast, free and reliable service& :o, JustEat&in must ensure that

its operations meet the epectations of customers by providing fast, free and reliable service&

Customer education

:ervice companies must educate their customers& "f customers are unaware of how servicewill be provided, what their role in delivery involves, and how to evaluate services they have

never used before, they will be disappointed& 0hen disappointed, they will hold the company,

not themselves, responsible& +hese errors or problems in service, even if they are caused by

the customers themselves, still lead customers to defect& (or this reason, the firm must

assume the responsibility of educating customers& +he web site of JustEat&in depicts an image

on the homepage which shows the entire service delivery process& +his ensures that

customers know how to order food or book tables using JustEat&in and they also understand

how their orders are processed& +his helps in avoiding confusion regarding the service

delivery process of JustEat&in in the minds of customers&

Internal mar*eting communication

.ultiple functions in the organi%ation, such as marketing and operations, must be coordinated

to achieve the goal of service provision& 7ecause service advertising and personal selling

make promises about what people do, frequent and effective communication across functions

# hori%ontal communication # is critical& 8ll that is needed is internal communication

between the sales force and service providers& $ori%ontal communication also must take

place between the human resource and marketing departments& +o deliver ecellent customer

service, firms must be certain to inform and motivate employees to deliver what their

customers epect& +he employees at JustEat&in are trained to respond to customer queries and

spread the word about the rebranding&

Ser#ices mar*eting triangle


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+he services marketing triangle emphasi%es that the customer of services is the target of two

types of communication& (irst, eternal marketing communication includes traditional

channels such as sales promotion, advertising, and public relations& 0ith regard to JustEat&in,

it makes use of various communication vehicles such as advertisements -radio and print ads/,

direct mail -location3based mailers, supper mailers and newsletters/, blog -JustEat&in blog/,

virtual communities -(acebook and +witter/, gaming -7elly and 7rain games/ and publicrelations -corporate and apartment campaigns/& :econd, interactive marketing communication

involves the messages that employees give to customers through such channels as personal

selling, customer service interactions, and servicescapes& 0henever customers order food

through the JustEat&in hunger hotline number, they interact with the call centre eecutives

who take their calls and their orders& +he call centre eecutives also provide information

regarding restaurants, cuisines, service delivery process, and delivery time to the customers&

JustEat&in has to ensure that the information is consistent both among themselves and with

those sent through eternal communications& +o do so, the third3side of the triangle, internal

marketing communications, must be managed so that information from JustEat&in to

employees is accurate, complete and consistent with what customers are hearing or seeing

-(igure 2/&

".)s refers to the process of carefully integrating and organi%ing all the eternal marketing

channels of a company& 7ut a more comple type of ".) is required for services than for

goods& Eternal communications channels must be coordinated, as with physical goods, but

both eternal communications and interactive communication channels must be integrated to

create consistent service promises& +o do that, internal marketing communications channels

must be managed so that employees and the company -JustEat&in in this case/ are in

agreement about what is communicated to the customer& +his is a more complicated version

of ".) called integrated services marketing communications -":.)/& ":.) requires that

everyone involved with communication clearly understand both the company's marketing

strategy and its promises to consumers -7itner, 2CC4/&

1. Fi#e categories of strategies to match ser#ice promises with deli#ery

2ddress ser#ice intangi$ility

8pproaches to service intangibility include advertising and other communication strategies

that clearly communicate service attributes and benefits to consumers and strategies designed

to encourage word of mouth communication -(igure B/&

"f service companies recogni%e the challenges they face due to intangibility, they can useselected communication strategies to overcome the problems& "n one way or the other, each of

the individual strategies discussed here focuses on ways to make the message dramatic and

memorable&

/a*e the intangi$le tangi$le

8dvertisers increase the effectiveness of their service communication by featuring the

tangibles associated with the service& "n the case of JustEat&in they make sure that they focus

on the tangibles by using their logo and their mascots 7elly and 7rain in each and every

marketing campaign& +hey make their services tangible by giving certifications to their

partner restaurants in the form of glass frames, high3quality vinyl stickers, acrylic panels,open9close boards, menu card holders valet parking cards, special discount coupons and
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location maps with the JustEat&in logo printed across them and black t3shirts with the bright

red logo of JustEat&in to the restaurant staff members& +hey also make sure to be ranked the

highest on the ;oogle pages by doing :E*& +heir aim is to ensure that whenever the

customer is hungry and is thinking about ordering food the only brand that comes to mind is

JustEat&in&

3se $rand icons and interacti#e imagery to ma*e the ser#ice tangi$le

:ervices companies should create a recogni%able brand icon and interactive imagery that

represents the company and generates brand visibility&

JustEat uses its cute red and yellow mascots 7elly and 7rain& Even before that, $ungry%one

used 8loo Patel for greater brand visibility, brand recognition and brand recall& "t becomes

very easy for customers to associate the icons with the company name whenever they come

across then& 8dvertising icons are even more critical in industries in which the service is

comple and difficult to understand -for eample, insurance companies/&

"magery enhances the recall of names and facts associated with the service& "nteractive

imagery integrates two or more items in some mutual action, resulting in improved recall&

JustEat&in effectively integrates its logo along with its mascots 7elly and 7rain in every

marketing activity& "n order to achieve better brand recall, JustEat has launched interactive

imageries in the form of 7elly and 7rain games which are compatible with 8pple iPhones&

+here is a lesson to be learnt in this case& Every service provider should also ensure that there

is no =communication gap>, i&e& a difference between the service delivery and the service

provider's eternal communications& "n this case, before the ?oint venture, $ungry%one used

its mascot 8loo Patel for all its eternal communications, which led to confusion in the minds

of its customers that the food was prepared by $ungry%one itself as 8loo Patel was portrayed

as a chef& :ome customers were unaware of the fact that $ungry%one was ?ust the service

provider # a link between the customers and the restaurants& $ence, to ensure that there is no

communications gap, the mascot 8loo Patel was replaced with new mascots that JustEat used

globally # 7elly and 7rain&

,e#erage social media

:ites such as (acebook, +witter and Aou+ube are becoming avenues for consumers to

echange information& (or a service provider like JustEat&in, this is the best source of

communication to its target market called the hungry surfers& +he (acebook and +witter pageof JustEat&in provide information on recent restaurant additions& +he customers are always

updated with the latest news and necessary information& JustEat&in has also conducted various

contests such as the how well you know JustEat, )ook :mart Eat $ealthy and the :mart

(oodie contest and given away eciting pri%es such as 8ndroid phones, "(7 microwave ovens

and eclusive discount coupons for premium restaurants to make sure that its fans and

followers visit its page frequently& "t also has eclusive offers, interesting food facts as well as

;uess the dish for devoted followers on (acebook& 8ccording to ;anti, =+he followers

simply adore the posts that are put up by JustEat&in and always comment and hit the like

button>&

+he use of social media such as (acebook and +witter to promote the JustEat&in brand hasbeen pretty successful& "t has allowed more easy access to people, grabbed a lot of the needed


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attention and generated word of mouth& 7arely two months after the launch of its web site

page on (acebook, JustEat&in had B,!2 =likes> by :eptember B!22&

Create ad#ertising that generates tal* $ecause it is humorous4 compelling4 or uniue

JustEat&in uses its funny mascots 7elly and 7rain with its tagline =7elly says +akeaway,7rain says JustEat> "t regularly posts very interesting food facts like =8pples are more

effective at keeping people awake in the morning than caffeine>, =lemons contain more sugar

than strawberries> on its (acebook and +witter pages& JustEat&in posts an informative

comment regarding its new additions or new features& +he fans love the posts by JustEat&in

and as a result, also read those informative posts&

JustEat&in also posts hilarious television advertisements that are used by JustEat&co&uk for its

television campaigns& +he posting of these advertisements serves a dual purpose& +he

customer is entertained as well as made indirectly aware of JustEat's global presence& 8s a

result of this, he9she frequently visits JustEat&in's (acebook and +witter pages& JustEat has

also shared its television campaigns on Aou +ube&

/anage customer education

Disappointment among customers may often result either from their performing their roles

improperly or forgetting to perform their roles completely&

+repare customers for the ser#ice process

)ompanies must prepare customers for the service process& 8nd companies may need to

prepare the customer every step of the way, for the subsequent actions the customer needs totake& 8ny time a customer is ineperienced or a service process is new or unique, education

about what to epect is essential&

8s far as JustEat&in is concerned, educating customers about the service process is crucial to

ensure that customers perform their roles properly& +his is necessary especially in the case of

first time users of the web site who do not know how it works& +he web site of JustEat&in

features an image titled =$ow it 0orks> which provides a step3by3step eplanation of the

service process of JustEat&in on the home page of the web site itself& 8lso, each restaurant's

page on JustEat&in has a column on the right hand side which educates the customer on how

to place an order& +his helps customers in understanding the entire ordering process and

enables them to perform their roles effectively&

/atch performance with standards and e0pectations

"n situations where the customer places an order with JustEat&in and then is informed that the

order cannot be processed, he9she is dissatisfied&


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"n service firms, salespeople are motivated and compensated to raise customer epectations at

least to the point of making a sale rather than to communicate realistically what the company

can provide& 8 call centre employee at JustEat&in may promise a delivery in 4 min as per its

standards, but it depends on the partner restaurants' promptness and delivery efficiency& 8

wait beyond 4 min in case of a delay in delivery on the part of the partner restaurants may

create dissatisfaction among customers& :o JustEat&in should clarify the epectations clearlyto the customers at the point or after the sale in order to avoid future disappointment of the

customers in evaluating what was promised&

/anaging customer e0pectations

"n order to close the communication gap, service providers must make accurate promises on

when and how the service delivery will take place&

/a*e realistic promises

.aking promises about any aspect of service delivery is appropriate only when these aspectsare actually delivered& Fnderstanding the service delivery is essential for both the marketing

and the sales teams of the firm so that they know what they can promise to a customer&

)ommunications about service quality must accurately reflect what customers will actually

receive in service encounters& )ommunications must promise only what is possible and not

attempt to make services more attractive than they actually are& +he communications of

JustEat&in mention that JustEat&in stands for a reliable, convenient mode of ordering any

cuisine, providing the comfort of ordering food with ?ust a few clicks at no etra cost& $ence

JustEat&in ensures that its services are delivered to the customers eactly the way they are

promised&

5ffer ser#ice guarantees

:ervice guarantees are formal promises made to customers about aspects of the service they

will receive& 8lthough many services carry implicit service satisfaction guarantees, the true

benefit from them # an increase in the likelihood of a customer choosing or remaining with

the company # comes only when the customer knows that guarantees eist and trusts that the

company will stand behind him9her& JustEat&in guarantees a wide variety of restaurants and

cuisines to its customers& )ustomers can always be assured that they will find what they are

looking for& Even in situations where a customer is not able to get food from the restaurant

he9she ordered from due to any reason, he9she can still be assured that JustEat&in will provide

a list of back3up restaurants serving the same cuisine that he9she wanted&

5ffer choices

Providing customers with options for aspects of service that are meaningful, such as time,

cost and convenience can potentially reset customer epectations& JustEat&in offers to deliver

the customer's order within 4 min of the order being placed& +he entire service is also

provided =free of cost> to the customer, which is an added benefit&

JustEat&in offers a lot of choices to customers& )ustomers can choose from a variety of

restaurants and cuisines& +hey can either choose for home delivery or book a table& JustEat&in

is also planning to give its customers choices in terms of payment procedures -online or cashon delivery/& +his ensures that customers' epectations are met&


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Communicate the criteria and le#els of ser#ice effecti#eness

:ervices often being high on credence attributes, it makes it difficult for consumers to

evaluate the service because the customers cannot comprehend on which attributes they

should evaluate it& "n situations like this, service providers can point out to the customer the

criteria for evaluation& +his not only helps the customer in evaluating the service but togethergenerates a sense of mutual trust and commitment& (or instance, JustEat&in can establish

criteria such as the time taken for the entire service process, ease of the process, how well the

call centre eecutive interacted with the customer, effectiveness of the payment process,

satisfaction with the order placing process and so on& 8t present, JustEat&in does not provide

any criteria for service evaluation& +he customers are free to write comments, suggestions or

complaints on the feedback option which is there on every page on the left hand side&

.onitoring these feedback statements provided by the customers helps JustEat&in in

designing the evaluation for its service which it can subsequently communicate to the

customers as well&

/anage internal mar*eting communication

Create effecti#e #ertical communications

+he frontline employees of the company should always be provided with adequate

information, tools and skills to their customer contact employees to enable them to

successfully perform interactive marketing& +hese skills can be provided both through

training and other human resource efforts as well as downward communication such as

company maga%ines and newsletters, e3mail, videotapes, corporate television networks,

internal promotional campaigns and recognition programs& Downward communication can be

successful only when employees are informed about everything that has been conveyed to

customers through eternal marketing& $ence JustEat&in must ensure that its frontline

employees are regularly updated with the recent restaurant additions and the latest offers

along with effective tools and techniques, and handling of the software packages that assist

them in interactive marketing& JustEat&in has employed visually impaired persons to work at

its call centres& +o help these employees carry out interactive marketing successfully, special

equipment such as the J80: software which reads out every word on screen once the cursor

is pointed at that particular word, is given& +he employees hear through one ear and have the

phone positioned on the other ear& +hey convey whatever they hear to the waiting customers

on the phone& 8lso, employees at JustEat&in are always informed when the company sends

out any mailers or newsletters to the customers&

Sell the $rand inside the company

"t is essential to emphasi%e the importance of marketing the company's brand and brand

message to employees of the organi%ation so that they develop powerful connections with the

customer&

*ften identifying the right moment is necessary because employees are not capable of or

willing to accept too many change initiatives& +herefore, selecting the right opportunities

becomes important to create enthusiasm about the brand among employees& 8t the time of

rebranding $ungry%one to JustEat&in, both the employees as well the customers had to be

made aware of the change&


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8t JustEat&in, whenever new restaurants are added or new offers and discounts are available,

or menus and rates are updated, both the customers as well as the employees are informed

about them& +his helps in making things clear in the minds of both customers and employees&

(or eample, if a customer calls up JustEat&in and places an order for Dragon )hopsuey from

a restaurant called )hung's, and if the JustEat&in employee in turn tells the customer that the

particular dish he9she ordered for is not available on the menu of )hung's even though it hasbeen added recently, then it may cause the customer to get frustrated or disappointed because

he9she specifically wanted Dragon )hopsuey& 8t this point, the customer may question the

JustEat&in employee and ask him why Dragon )hopsuey was not available on the online

menu at JustEat&in even though it is available on the menu offered to dine3in customers at

)hung's& +his ?ust highlights the fact that the JustEat&in employee was not informed about the

new addition to the menu of )hung's by the company and so told the customer that Dragon

)hopsuey was not available even though it actually was& +hus, it is very important for

JustEat&in to link both internal and eternal marketing&

8t JustEat&in, employees are regularly motivated by the management and they are also taken

out to movies or trips by the company wherein both the call centre employees as well as thesenior management ?oin in& +his helps in establishing an emotional connection between the

employees and the company and also brings the JustEat&in brand alive in the minds of

employees& +hey feel proud to be a part of JustEat&in&

Create effecti#e upward communication

Fpward communication is also necessary to close the gap between service promises and

service delivery& )ustomer care employees are at the front line of service and know more than

anyone else in the organi%ation about what can and cannot be delivered& +hey know when

service breakdowns are occurring and, very often, why they are happening& $aving open

communication channels between employees and management can prevent service problems

before they occur and minimi%e them when they do take place& 8t JustEat&in, employees are

always encouraged to speak to their superiors about any issue they face with customers, or

about any suggestions they would like to make, or about any complaints made by customers&

+his ensures free flow of information and closes the gap between service promises and

service delivery&

Create effecti#e hori'ontal communications and cross6functional teams

"n order to have an efficient service delivery in place, JustEat&in requires its call centre

eecutives' team, marketing team and operations team to form a closely knit group& :uchcross3functional activity ensures effective hori%ontal communication and each department is

aware of the problems faced by the others& 0orking together makes the service delivery

process to the customer smooth, reducing the chances of breakdowns&

2lign $ac*6office and support personnel with e0ternal customers through interaction or

measurement

8part from ?ust monetary incentives, front line employees often en?oy intrinsic rewards like

praise from customers for providing them with a satisfying eperience& +his creates a

bonding of the employee with the company and motivates him9her to do his9her ?ob better&

Employees in the back end processes miss out on this opportunity& JustEat&in should ensurethat these intrinsic rewards get passed on to the back stage personnel as well&


13/15

/anaging ser#ice promises

"n services, usually the sales and marketing departments make a promise to customers that

other employees in the organi%ation will have to fulfill& +his requires great coordination and

management of promises as what employees do cannot be standardi%ed unlike physical goods

that are produced mechanically& 8ll the company's marketing communications should becoordinated and a strong service brand must be created in order to fulfill service promises&

Creating a strong ser#ice $rand

:trong brands enable customers to better visuali%e and understand intangible products& +hey

reduce customer's perceived monetary, social, or safety risk in buying services, which are

difficult to evaluate prior to purchase& :trong brands are the surrogates when the company

offers no fabric to touch, no trousers to try, no watermelons or apples to scrutini%e, no

automobile to test drive -Geonard 7erry, B!!!/&

Fnlike branding of goods where the product itself creates its own brand, in services theprimary brand is the company itself& +herefore, the creation of a successful service brand

depends upon brand awareness, brand meaning and brand equity of the company as perceived

by its customers& +he way a company tries to present its brand to the customers with the aid

of eternal brand communications creates favorable brand awareness whereas the company's

presented brand, the eternal brand communications and the customers eperience with the

company help create brand meaning& :ubsequently, brand awareness and a favourable brand

meaning contribute to the formation of a unique brand equity about the service in the mind of

the customer -+able "H/&

JustEat&in presents itself as a brand that offers fast, free and reliable service as well as a wide

assortment of cuisines and restaurants so that the customer is spoilt for choice& "t has also

carried out various marketing activities such as social media marketing through (acebook and

+witter, radio advertisements, apartment campaigns, interactive 7elly and 7rain games that

can be played on 8pple's iPhone and iPad +ouch, trade marketing activities, above the line

-8+G/ campaigns like targeted :.: and restaurant signboards, below the line -7+G/

campaigns such as the si3in3one menu cards and electronic customer relationship

management -e)R./ activities such as the JustEat&in blog and mailers& 8ll these eternal

communications were targeted at hungry surfers& +hus, the company's presented brand

together with these eternal communications have helped in creating brand awareness& 0hen

the company's presented brand and the eternal communications that are carried out are

reinforced by the customer's eperience with the company as well as word of mouth fromother customers, it creates a favourable brand meaning that the mascots 7elly and 7rain try to

communicate, i&e& when the belly is hungry and crying for food, rather than going all over the

place, customers can apply their brain and order food through JustEat&in&

Coordinate e0ternal communication

JustEat&in's customers receive communication from various sources& +he communications

originate both from within the organi%ation and outside& )ommunications that originate from

within the organi%ation occur through two distinct channels, i&e& production channels and

marketing channels& +he details of the communication that occurs through these two channels

for JustEat&in are given in the board plan mentioned later in the teaching note& :tudents areepected to decipher the sources of communications of JustEat&in by themselves -+able H/&
http://www.emeraldinsight.com/case_studies.htm?articleid=17078287&show=notes&view=printarticle#5260020845905.pnghttp://www.emeraldinsight.com/case_studies.htm?articleid=17078287&show=notes&view=printarticle#5260020845906.pnghttp://www.emeraldinsight.com/case_studies.htm?articleid=17078287&show=notes&view=printarticle#5260020845905.pnghttp://www.emeraldinsight.com/case_studies.htm?articleid=17078287&show=notes&view=printarticle#5260020845906.png


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References and additional readings

.ittal, 7& and 7aker, J& -B!!B/, =8dvertising strategies for hospitality services>, )ornell

$otel and Restaurant 8dministration Iuarterly, Hol& 8pril,


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Ta$le 9: Board +lan ; 7 coordinate e0ternal communication

Documents

Justeat case study published in EmaraldTeaching Notes For