services marketing rly experience.ppt

8/9/2019 services marketing rly experience.ppt

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SERVICE MARKETING

BY:-

Dr.B Srinivasan


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What is service ? SERVICE IS ANY ACT OR

PERFORMANCE THAT ONE PARTY

CAN OFFER TO ANOTHER THAT ISESSENTIALLY INTANGIBLE ANOES NOT RES!LT IN ANY

OWNERSHIP

"PHILIP KOTLER


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Characteristic #$ Service I%ta%&i'i(it)

I%se*ara'i(it) Heter#&e%eit)

Perisha'i(it) O+%ershi*


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What is Mar,eti%& ?- e$i%iti#% .It is the #r&a%i/ati#%0s tas, is t#

1eter2i%e the %ee1s3 +a%ts3 a%1 i%terests #$

tar&et 2ar,ets a%1 t# 1e(iver the 1esire1*r#14ct5service 2#re e$$ective() a%1

e$$icie%t() tha% c#2*etit#rs i% a +a) that

*reserves #r e%ha%ces the c#%s42er0s a%1

the s#ciet)0s +e(("'ei%&6


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Objective of Marketing

Sale

Retain

Refer - which is carried out by yourown customers

Marketing when-

Supply is more than Demand

To sell excess supply Supply less Demand

Supply equal Demand

To retain Sale


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The main Steps of Marketing

R STP MM I C

R 7 Research

STP7 Segmentation, targeting and positioning

MM7 Marketing mix

I 7 Implementation

C 7 Control


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77PsPsOF SR!IC M"R#TI$%OF SR!IC M"R#TI$%

8686 PRICEPRICE9696 PLACEPLACE

:6:6 PRO!CTPRO!CT

;6;6 PROMOTIONPROMOTION

6 PEOPLEPEOPLE

66 PACEPACE


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PRICPRIC

Price is the 2#st i2*#rta%t $act#r i%2ar,eti%& 2i@6

Price 1e*e%1s 4*#%

86 Tar&et 2ar,et96 C#st #$ the *r#14cti#%

:6 e2a%1 a%1 s4**() rati#

;6 C#2*etiti#%


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VARIO!S PRICING

PRACTICES Fi@e1 Prici%&

i$$ere%tia( *rici%&

isc#4%t *rici%&

iversi#%ar) *rici%&

G4ara%tee1 *rici%& Hi&h *rice 2ai%te%a%ce *rici%&

L#ss (ea1er *rici%&


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- P(aces are the Service 1e(iver) *#i%t

The i!e netor"

#ro$er lo%ations &'sto(er )rien!l* a$$roa%h an!

)a%ilities

#ro$er (aintenan%e o) $la%es +n raila*s the $la%es are,

1. aila* stations

2. Boo"in/reservation o%es

P&"C '(ISTRI)*TIO$+P&"C '(ISTRI)*TIO$+


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PRO!CT Pr#14ct is the c#re ite2 +hich is serve1

t# the c4st#2ers6

Pr#14ct 1esi&% sh#4(1 'e as *er the

re4ire2e%t #$ the c4st#2ers

There ca% 'e variet) #$ *r#14cts

1e*e%1i%& 4*#% the re4ire2e%t #$

vari#4s tar&et 2ar,ets


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PRO!TS OF INIAN

RAILWAYSP"SS$%R SR!IC PRO(*CTSP"SS$%R SR!IC PRO(*CTS RAHANI 5 SHATABI TRAINS

ANSHATABI TRAINS

LONG ISTANCE MAIL D EPRESS TRAINS

!NRESERVE PASSENGERS TRAINS COMM!TER S!B!RBAN TRAINS

MEM!3 M!3RAIL B!S

HARRITAGE SPECIAL TRAINS LIKE P6O6W63 R6O6E6 ETC6


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FREIGHT SERVICE

PRO!CTS BLOCK RAKES Varieties #$ +a%s

MINI RAKES S2a(( Tra1ers

CONRA Hi&h s*ee1 RO .RO Sche2e

FREIGHT FORWARER C#((ecti#% #$ *iece 2ea(

tra$$ic TWO POINT BLOCK RAKES

STATION TO STATION RATES C#%cessi#%s


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PROMOTION EACH PRO!CT FEAT!RES TO

BE COMM!NICATE TO C!STOMER IN

THAT SEGMENT !SING S!ITABLEMEIA LOT OF WEAKNESS

AVERTISING

PERSONAL SELLING P!BLICITY

SALES PROMOTION


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P-SIC"& !I($CP-SIC"& !I($C

Ph)sica( evi1e%ce the the e@*erie%ce #$ the

c4st#2er #$ service +ith re&ar1s t# its0

e@*ectati#%6

PERIFERAL EVIENCE"

86A reserve1 tic,et

96Che4e '##,

ESSENTIAL EVIENCE

Act4a( e@*erie%ce #$ service a$ter c#%s42i%& the

sa2e


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PROCSS

PROCESS OF PRO!CTIN AN ELIVERY OF SERVICE6

C!STOMER INTERFACE PROCESSES SHO!L BECOMP!TERISE3 MECHANIE3 RATIONALISE AN

SIMPLIFIE6PROCESSES EIST ARE COMPLE ON RAILWAYS

LIKE SOME PROCESSES ARE 86 RESERVATION PROCESS5REF!N PROCESS5 CLAIM

PROCESS6

96 COMM!NICATION PROCESS6

:6 ENTRAINING5ETRAINING PROCESS6


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POP& SERVICE PERSONNEL

C!STOMERS86 CAREF!L SELECTION AN TRAINING

96 LAYING OWN NORMS3 R!LES3PROCE!RES FOR PERSISTENCEPERFORMANCE

:6 CONSTITANCE APPEARANCE

;6 RE!CE INTERFACE . A!TOMATION"

COMP!TERIATION


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PACE

The 2ar,et e%vir#%2e%t is cha%&i%& ever)1a)

The *r#14cts a%1 services re4ire2e%t a(s#

cha%&es ver) $ast It is ver) esse%tia( that the *ace is ,e*t +ith

the cha%&i%& 2ar,et e%vir#%2e%ts a%1

*r#14cts a%1 services are 2#1i$ie1 a%1

1e(ivere1 as *er the c4rre%t %ee1s #$

c4st#2ers6


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."T SO*&( ) T M"R#TI$%

STR"T%- FOR I$(I"$ R"I&."-S /

MARKETING KEY ISS!E

(PRODUCTION LED ORGANISATION JCUSTOMER LED ORGANISATION) C!STOMER SATISFACTION SHO!L BE

MAIN ORGANISATIONAL MISSION6 FOC!S ON SERVICE PRO!CTS

B!SINESS PLAN FOR EACHPRO!CT6


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."T SO*&( ) T M"R#TI$%


TM IN ALL PROCESSES6

COMP!TERISATION OF C!STOMERINTERFACE AREASTICKETING3

INFORMATION SYSTEM3 REF!N

ETC6

YNAMIC RATING D MARKET

RELATE PRICING6


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."T SO*&( ) T M"R#TI$%

STR"T%- FOR I$(I"$ R"I&."-S / EMAN MANAGEMENT 5 STAGGERING

STRATEGY6(IN CAPACITY CONSTRAINT

SITUATIONS)

TRAINING OF FRONTLINE STAFF IN

C!STOMER CARE 5 CO!RTESY6


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1. INTERNAL MARKETING " TRAIN AN MOTIVATE THEEMPLOYEES TO SERVE C!STOMERS WELL

96 INTERACTIVE MARKETING " EMPLOYEE0S SKILL INSERVING THE CLIENT

We Treat O4r E2*(#)ees The Wa) We Wa%t The2 t# TreatWe Treat O4r E2*(#)ees The Wa) We Wa%t The2 t# Treat

O4r G4estsO4r G4ests

A K%#+(e1&ea'(e3 Satis$ie1 E2*(#)ee Is O4r Best Mar,eti%&A K%#+(e1&ea'(e3 Satis$ie1 E2*(#)ee Is O4r Best Mar,eti%&A&e%tA&e%t

SATISFYING BOTH EMPLOYEES AN C!STOMERS

."T SO*&( ) T M"R#TI$%



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."T SO*&( ) T M"R#TI$%


FORWAR 5 BACKWAR 5 HORIONTAL

INTEGRATION6STRATEGIC

ALLIANCE WITH OTHER MOES EVELOP EMAN FORECASTING

MOELS3 LONG RANGE ECISION

S!PPORT SYSTEMS3 COSTINGMOELS3 SYSTEMS FOR GATHERING

COMMERCIAL INTELLIGENCE

O!TSMART COMPETITORS6


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LOBBY WITH GOVERNMENT 5 OPINION

MAKERS5 PLANNING COMMISSION FOR

EVEN PLAYING FIEL FOR INVESTMENTIN RAILWAY PROECTS SOCIAL COST

BENEFIT ANALYSIS ATA SHO!L

PROMOTE RAILWAY AS BETTERCHOICE FOR TRANSPORT

INFRASTR!CT!RE6

."T SO*&( ) T M"R#TI$%



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S*CCSS FORM*&"

& 0 &isten& 0 &isten

" 0 "pologi1e" 0 "pologi1e

S 2 Sol3eS 2 Sol3eT 2 ThankT 2 Thank


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TO CONCL!E "

ESIGN3 EVELOP3 ELIVER

APPROPRIATE SERVICE PRO!CT

!ICKLY AN MOIFY 5 ETEN THE

PRO!CTS AS PER NEES AN WANTS

OF C!STOMERS6

M"R#TI$% STR"T%-M"R#TI$% STR"T%-

FOR I$(I"$ R"I&."-SFOR I$(I"$ R"I&."-S


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e erences


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e erences

1. Serices !ar"etin# by $oeloc"

%. The &ssence of Serices !ar"etin# by

'drian (ayne

). The !ar"etin# !ana#ement - 'n 'sian(erspectie by (hilip *otler

+. The (rinciples of !ar"etin# by (hilip*otler

,. The mar"etin# of serices by Donal

owell

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services marketing rly experience.ppt