solution

Pricerunner Service Promotion Question

Distinguishing features of services (mainly intangibility) significantly influence the way we design marketing communications for services. In addition to that challenge, the communication task of differentiating, reminding, informing and persuading need to be supported by educating the consumers on how to proceed through a service process.

PriceRunner is an independent product and price comparison service with 18.2 monthly users across all its markets. The website has 2.2 million products from 5 900 shops and is completely free to use. It allows users to compare prices on a range of products. Beyond price and product comparison there are hundreds of product tests and guides.

Pricerunner’s service logic is the same as other price comparison websites. Please answer the following questions:

a. How would you define the role of marketing communications for Pricerunner?

b. How is Pricerunner handling the challenges of services promotion?

c. Do the production channels of Pricerunner (service outlets, employees etc.) support the marketing channels?

Answer the above questions, basing your explanations on two examples of recent marketing communications of Pricerunner.