Case study:

Deakin University Burwood Childcare Centre (DUBCC) is planning to open its first childcare centre at Deakin University Burwood Campus. DUBCC aims to position itself as a supportive and enriching environment for children, providing them not only a safe and fun environment but one that is educational and promotes a sense of the Deakin University community. DUBCC intends to offer a blend of childcare and early education. They target the University academics, professional and general staff, as well as Deakin University students and residents. However, the four characteristics of services (Intangibility, Heterogeneity, Inseparability, Perishability) have significant implications for DUBCCs 7Ps (Product, Price, Place, Promotion, People, Process, and Physical Evidence) decisions. In your role as the marketing consultant for DUBCC, you are tasked to help the centre make the most appropriate and effective decisions about its 7Ps considering DUBCCs target customers and positioning.

Question 1. What are the implications/challenges for DUBCCs 7Ps due to the four characteristics of services as they apply in its context?

Question 2. What are your 7Ps decisions for DUBCC to address the challenges of the 7Ps associated with the characteristics of services identified in Question 1 above? Provide a specific example for each P.