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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.
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.3
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.
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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
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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.
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.6
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. .
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.7
HP Humanity campaign (Showcasing people)
LinkedIn Blogs
New media
PR
SEM/SEO
Meet The Experts
Micro site
1. HP TS Experts Sweepstakes
2. Facebook IT Personality Quiz
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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
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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)
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.10
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
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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.
Thank you
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