Difficulties of Service Planning and Development:

Process such as packaging, colour, labeling, style, etc. are not available in service marketing. This makes service planning relatively easier than tangible product planning for the marketing executives.

In other areas of product planning, e.g. branding and standardisation of quality, service planning is relatively more difficult than tangible product planing for the marketers. Branding becomes difficult because it is not possible to attach physically your brand to your service.

The customer wants consistency in a service quality, but it is a challenge for marketers to provide it in some fields like beauty care, medical care, and some of the recreation industries.

No attempt can be made by marketers to provide a mass-produced service. Although the customer still wants consistency in a service quality, the sellers provide customer service which is required by each individual customer.