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What is Service Marketing? Examples: Defense, Postal, Education,
health, Religious Services, Hospitals, Airlines, Hotels, Law Firms, Entertainment, etc
Definition: Activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product
Services Unique characteristic - 1
INTANGIBILITY
Customer is unable to experience the‘product’ prior to ‘purchase’
Services Unique characteristic - 2
PERISHABILITY
Can’t be stored
Services Unique characteristic - 3
INSEPERABILITY
Production & consumption
happen at the same place and cannot be separated
Services Unique characteristic - 4
VARIABILITY
Difficulty in establishing consistency in quality across Providers or within providers across Time across Delivery Centers
7 P’S of Service Marketing Mix…
Product
Price
Promotion
Place
People
Physical evidence
Process
Product
Company provides products like Postpaid connections Prepaid connections Dialing cards Hutch PCO Hutch Handy phone
We must remember that Marketing is fundamentally about providing the correct bundle of benefits to the end user, hence the saying ‘Marketing is not about providing products or services it is essentially about providing changing benefits to the changing needs and demands of the customer’
Product decisions
Branding Quality Features
Price....
The prices are being charged in accordance with:
The charges vary
from region to region.
Roaming rates
Services
Talk plans
Prices
Pricing strategies…
Penetration
Skimming Competition
Product line
Pricing is the only mix which generates a turnover for the organization.
The remaining P’s are the variable cost for the organization.
Price must support these elements of the mix.
Pricing is difficult and must reflect supply and demand relationship.
Promotion....
Promotion
Advertisement Hoardings Personalselling Media Publicity Internet
Promotion of product
Two two talk plan
VIP no’sReducing
rates
Validity offer
Easy recharge
Promotion
PLACE
The hutch outlets are being situated in various places in India which includes 16 states.It has both postpaid outlets and prepaid outlets.
Physical Evidence….
Sim cards Bills
Before and After sale documents
PHYSICALEVIDENCE
People
People are important because: Providing a service, rather than selling a product. 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...
Others like:
Technicians
Dealers
Other Employees (BPO Employees)
Higher managers
Middle managers
Lower managers
Process
That “P” of marketing mix
which let customers get the best
of the products.
Process of taking a postpaid connection
Go to Hutch Shop
Choose a product (Say Postpaid connection)
Pay the appropriate fees
Take the Respective product (Like SIM Card in this case)
Avail the facilities
Give the feedback
Suggestions
The charges should be less The outlets should be opened in the small
towns also No. of Hutch PCO should be raised More schemes should be introduced Customer satisfaction should be there
THANK YOU