2. 1. Define and draw the customer benefit package (CBP) for The Lawn Care Company
and its competitors.
Lawn Care company’s customer benefit package (CBP):
•Customer’s enjoyed the luxury of getting “the right product to the right customer at
the right time.”
•Customer’s also levied highest quality grass seed and fertilizer in the world.
Competitors customer benefit package (CBP):
•Routine application of the fertilizer and grass seed for its primary customers. This
competitor bundled the application service to the primary goods, fertilizer and grass
seed
•Its competitor sold the customer “a beautiful lawn with a promise of no hassles.”
•The competitor included an application service bundled to grass seed and fertilizer.
•
3. 2) Define the organization’s strategic mission, strategy, competitive priorities, and
how it wins customers. What are the order qualifiers and winners?
Strategic Mission:
To remain market leaders in quality grass seed and fertilizer in the world of Lawn Care
segment.
Target premium class customers like golf clubs and parks.
Strategy:
To service “the right product to the right customer at the right time.”
Competitive Priorities, And How It Wins Customer:
The competitor learned the application business in the parks and golf course
target market segment and was beginning to explore expanding into the residential
lawn care application service target market. Hence many residential owners became
potential customers.
4. • Its competitor sold the customer “a beautiful lawn with a promise of no
hassles.” Any customer would be delighted with excellent with after sales service
and would preferably choose the same supplier for his other requirement at
office or clubs, etc. So Customer loyalty brought in extra business.
•To the competitor, this included an application service bundled to grass seed and
fertilizer. All customers are with the mind set of best value for the money spent,
when extra good or service is provided, the customer is most likely to promote
the brand through word of mouth. Hence fetching more new customers and
expanding the business without investing heavily on advertising.
Order Qualifiers:
Lawn care providing quality grass seeds and good physical products was order
qualifier.
Order Winner:
Competitor providing additional services of frequent application of fertilizer and
ensuring the lawn condition would remain good throughout becomes an order
winner.
5. 3) Make a list of example process that creates and delivers each good or service in
the CBP you selected, and briefly describe process procedures and issues.
Indigo Airlines Services:
CBP:
Every time a corporate booking is made with indigo airlines, that corporate customer
is eligible for one value meal and beverage onboard.
Reliability of on time arrivals and departures make its customers choose indigo over
other low cost carriers.
Frequency and connectivity of flights, though indigo is the youngest airline Indian
aviation sector it has got optimal connectivity of domestic flights.
6. Process & Issues:
To ensure all the corporate customers are identified on board and the service is
provided to corporate customers and at the time not alienating other fliers on board.
Most of the times on early morning or late evening flights the corporate customers
would have fallen quick asleep , hence service must be provided without annoying
them as it would disturb their sleep.
Huge investments required for introducing new routes for better connectivity and
procedures for approval of new route are time consuming.
Reliability depends on the busy air traffic on run way during peak hours; though
airline tries its best to be on time due to peak hour traffic the flights usually gets
delayed from metros.
7. 4. What pre and post services could Lawn Care possibly offer its customers to
complement the sale of the grass seed and fertilizer?
• Pre Services
– Suggestion on when to plant the grass, Season for plantation.
– Combination of seeds and fertiliser to be used considering the
Soil at the customer’s lawn.
– Suggestion from Architects for latest / trendy designs for
premium customers
• Post Services
– Application services
– Replanting / Maintenance- AMC
– Lawn furniture, Beautification services etc.
– Training the workers of the lawn owners for maintenance
8. 5. What problems, if any, do you see with its current strategy, vision, customer benefit
package design, ad pre and post services?
The possible problems are listed as below-
– Difficult to retain their existing customer
– Loss of reputation due to poor application by contractors
– Poor relationship with the complement product
manufacturer / Services provider
– Difficult to gain market share
– Very narrow portfolio of products - looses out on the
combo offer from the competition.
– Cannot maximise the revenue
– No one stop solution
9. 6. Should the company offer lawn care application services to the professional
market? If not, why? If so, justify. What do you have to be good at to offer
outstanding lawn care services at multiple sites?
Yes company should offer lawn care professional services!!
For outstanding lawn care services at multiple sites, following will be
essential -
• Distribution Network – Closer to the customers
• Supply Chain – OTIF
• Customer segmentation-
– Residential
– Companies
• Alliance with various complementary product/services
– Architects, Builders
– Applicators / Contractors
– Equipment Suppliers
