Accelerating Demand: The Three Ps of Services Marketing

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Accelerating demand using 3P approachNash Narasimhan TupilMarketing Director, Enterprise Group.Hewlett Packard, Asia Pacific & Japan

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.2

Three great quotations for services marketersIn the factory we make cosmetics. In the store we sell hope.- Charles Revson, Founder Revlon Inc

People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.-Theodore Levitt, HBS Marketing Professor

Marketing is too important to be left to the marketing department. - David Packard, Co-founder, Hewlett-Packard

Marketing of Intangibles is key

Business outcomes matter

Everyone has a role in marketing.


Intangibles are key to services marketing

Salt

Automobile

Restaurant

Nursing/ Teaching

Perfume

CalculatorPC/ Printer

Server, Storage

Services / Consulting

Software

Tangible elements dominant

Intangible elements dominant

Successful companies, use goods as props and services as the stage , to create experiences that engage customers in an inherently personal way . - Pine and Gilmore, The Experience Economy

As you know, Services are Intangible, Perishable and Heterogeneous.


How do you accelerate demand for these services?

Cloud consulting servicesDatacenter transformation serviceMission critical support servicesNetwork & Security servicesUnified communication servicesApplication transformation servicesBusiness intelligence services

Multinational bankLarge oil companyPublic sector enterprise


Services led customer approach

• Understand customer business environment •Understand outcomes that matter to customer• Does it help Grow business, Reduce Cost or Mitigate Risk• Does this help customer’s customer• Share the vision, time-frame, deliverables & ROI• End-to-end ownership.• Complete solution with partnerships.


Three P’s of service marketing

7 P’s of service marketing are :• Product, Price, Place, Promotion and • Extra 3P’s for People, Process and Proof

People: Service quality is directly proportional to employee satisfaction. Satisfied people produce satisfied customers. Showcase your people.

Process: Last experience remains uppermost in customers mind. Need to be consistently good, through process excellence. Showcase process.

Proof : A satisfied customer who can speak for you is the best marketing strategy. Showcase proof. .


HP Humanity campaign (Showcasing people)

Facebook

Twitter

LinkedIn Blogs

New media

PR

SEM/SEO

Meet The Experts

Micro site

1. HP TS Experts Sweepstakes

2. Facebook IT Personality Quiz


HP India Network University 2012(Showcasing People)

•Prof S.Sadagopan, Director IIIT, Bangalore•Dr. YLR Moorthi, Indian Institute of Management, Bangalore•Prof H Krishnamurthy, Principal Scientist, SERC, IISc Bangalore•Dr. Viswanath Poosala, Head of Bell Labs India, Alcatel-Lucent •Dr.Bala V. Balachandran - J. L. Kellogg Distinguished Professor (Emeritus in service),Northwestern University, Illinois, USA •Dr. Ramanujan Kashi, Senior Research Scientist, Multimedia Technologies Research, Avaya•Dr. Ravindran, CEO, eGovernance, Govt of Karnataka

• Host of HP WW & APJ experts on Security, iPV6, UC&C etc •Experts from Microsoft, Avaya, Alcatel-Lucent, Tipping Point

Prof. Sadagopn, Roger Lee and Micheal Yu lighting the lamp – a tradition to start on an auspicious note

Dr. Ravindran felicitating Prof H Krishnamurthy

Dr. Kashi being felicetated by Nash Tupil.

Mr.Biswanath Bhattacharya felicitating Dr. Bala

University Session

http://www.iiitb.ac.in/

http://en.wikipedia.org/wiki/File:Kellogg_logo_01.png


Consulting & Services

UC&CContactCenterSecurity

IntelligentBuilding

Telco

Polycom, Microsoft, Avaya

Schneider, Corning, Leviton,

Comscope

Alcatel-Lucent, Avaya

Tipping Point, CheckPoint, Trend micro, Symantec

Alcatel–Lucent, F5, ACME Packets

HP TS & (DSM, Javi)

Mobility & Niche Solutions

Airtel, Riverbed, Radware,

HP Networking

Showcasing Process & Partnerships (POC Lab)


Showcasing Proof

India Network Services Whitepaper

China FSI Customer 1X1 Account Centric Workshop

SPAC Video Case study on Datacenter services

Japan Cloud Computing Services Customer event

Korea Media round table for Technology Services HK Press Write-up on Unified

Communication


Summary: Using 3P approach to accelerating demandAccount or domain focused marketing working with sales & delivery team

Showcase people expertise – through seminars, workshops, events, expert speak

Showcase process – ITSM Process, MC Simulation, Call Center Visits, POC with partners.

Show Proof – Case Studies, Demo Videos, Customer Testimonials, References.

Influencer Mktg – Briefing Analysts & Press, writing articles, doing media interviews.

Marketing of Intangibles is key

Focus on business outcomes

Everyone has a role in marketing.

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

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