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Service Marketing Mix
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Components in Service Marketing
Jignesh VibhandikMBA Student
IIPM, AhemedabadSubject: Service Marketing
Guided by: Prof. Pabitra ChakravortyJune 10, 2011
Presented by:
1. Market Research2. Target Market Segmentation3. Service4. Competition5. Mission Statement6. Market Strategies7. Pricing, Positioning and Branding8. Budget9. Marketing Goals10. Monitor Your Results
Components :
1. Market ResearchCollect, organize, and write down data about the
market that is currently providing the service(s) you will sell. Some areas to consider:
Market dynamics, patterns including seasonality Customers - demographics, market segment,
target markets, needs, buying decisions Service - what's out there now, what's the
competition offeringCurrent sales in the industry Benchmarks in the industry Suppliers - vendors that you will need to rely on
2. Target Market Segmentation
This entails breaking down the potential market into segments..
Matching the customer needs and price sensitivityChoose the most attractive segment by its size, average profit
and will it fit into the firms capabilities.Research the latent wants of customers and identify the
problems they face i.e. good quality service, and how well are your competitors servicing the expectations of customers.
Find niche or target markets for your service and describe them.
3. ServiceDescribe your service. How does your service relate to the
market?What does your market need, What do they currently use, What do they need above and beyond
current use?
4. CompetitionDescribe your competition. Develop your "unique selling proposition.” What makes you stand apart from your
competition? What is your competition doing about
branding?
5. Mission Statement Write a few sentences that state: "Key market" - who you're selling to "Contribution" - what you're selling "Distinction" - your unique selling proposition
AIRTEL: Will meet the mobile communication needs of our customers through error –free service delivery-innovative products and services -cost efficiency
6. Market StrategiesWrite down the marketing and promotion strategies that
you want to use or at least consider using. Strategies to consider:
Networking - go where your market is Direct marketing - sales letters, brochures, flyers Advertising - print media, directories Training programs - to increase awareness Write articles, give advice, become known as an expert Direct/personal selling Publicity/press releases Trade shows Web site
7 P’S of Service Marketing Mix
ProductPrice
PromotionPlace
PeoplePhysical environment
Process
Overnight Hotel StayPh
ysica
l E
vide
nce
Cont
act
Pers
onCu
stom
erIn
visib
le
Proc
ess
(Back Stage)
(On Stage)
Arrive
HotelExteriorParking
Cartsfor
Bags
Give Bags
GreetTakeBags
DeskLobbyKey
CheckIn
ProcessPapers
PaperSystem
Take bagsto room
DeliveryBags
ReceiveBags
Cartfor
Bags
Go to Room
ElevatorsHallways
Room
Overnight Hotel StayPh
ysica
l E
vide
nce
Cont
act
Pers
onCu
stom
erIn
visib
le
Proc
ess
(Back Stage)
(On Stage)
Menu
Call Room Service
Take FoodOrder
PrepareFood
DeliverFood
ReceiveFood
DeliveryTray Food
Appearance
Food
EatCheck Out& Leave
ProcessCheck Out
Paper System
BillDeskLobbyHotel
Parking
7. Pricing, Positioning and BrandingFrom the information you've collected,
establish strategies for determining the price of your service, where your service will be positioned in the market and how you will achieve brand awareness.
8. BudgetBudget your capital. What strategies can you afford? What can you do in house, what do you
need to outsource.
9. Marketing GoalsEstablish quantifiable marketing goals. This means goals that you can turn into
numbers. For instance, your goals might be to gain at least 30 new clients or to increase your income by 30% this year.
Your goals might include sales, profits, or customer's satisfaction.
10. Monitor Your ResultsTest and analyze. Identify the strategies
that are working. Survey customers Track sales, leads, visitors to your web site,
percent of sales to impressions
THANK YOU
www.jignesh.bestdesigns.co.in
1. service
Company provides services like
• Postpaid connections• Prepaid connections• Airtel D2h• Airtel Handy phone
Pricing strategies… 2. Price....
The prices are being charged in accordance with----------------
The charges vary from region to region. Pricing is the only mix which generates
a turnover for the organization.
Roaming rates Services
Talk plans
Prices
3. Promotion....
Promotion of service
Two two talk plan
VIP no’s Reducingrates
Validity offer
Easy recharge
Promotion
Promotion
Advertisement Hoardings Personalselling Media Publicity Internet
Places..
•The Airtel outlets are being situated in various places in India known as “Customer Relationship Center”
•Also Airtel Recharges are available with dealers
4. PLACE..
5. Physical Environment….
Physical Environment
Sim cards Bills
Before and After sale documents
PHYSICALEVIDENCE
6. People..People are important because:
Providing a service, rather than selling a service.
Quality of personal relationships between company and clients becomes vital.
New staff needs thorough training and constant monitoring.
Staffing costs the highest cost Recruiting specialist staff time
consuming and expensive. Strategies and tactics for recruiting,
training and safeguarding relationships.
People Include... Like: Technicians, Dealers, Other Employees (BPO
Employees)
Higher managers
Middle managers
Lower managers
7. Process..That “P” of marketing mix
which let customers get the best of the services
Process of taking a postpaid connection
Go to AirtelShop
Choose a service (Say Postpaid connection)
Pay the appropriate fees
Take the Respective service (Like SIM Card in this case)
Avail the facilities
Give the feedback