Components in Service Marketing

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Components in Service Marketing
Presented by

• Jignesh Vibhandik
• MBA Student
• IIPM, Ahemedabad
• Subject Service Marketing
• Guided by Prof. Pabitra Chakravorty
• June 10, 2011

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1. Market Research 2. Target Market
Segmentation 3. Service 4. Competition 5.
Mission Statement 6. Market Strategies 7.
Pricing, Positioning and Branding 8. Budget 9.
Marketing Goals 10. Monitor Your Results
Components
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1. Market Research

• Collect, 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 offering
• Current sales in the industry
• Benchmarks in the industry
• Suppliers - vendors that you will need to rely on
  

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2. Target Market Segmentation

• This entails breaking down the potential market
  into segments..
• Matching the customer needs and price sensitivity
• Choose 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.

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3. Service

• Describe 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?

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4. Competition

• Describe your competition.
• Develop your "unique selling proposition.
• What makes you stand apart from your
  competition?
• What is your competition doing about branding?

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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

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6. Market Strategies

• Write 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

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7 PS of Service Marketing Mix
Product Price Promotion Place People Physical environment Process
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Overnight Hotel Stay
Carts for Bags
Desk Lobby Key
Cart for Bags
Hotel Exterior Parking
Elevators Hallways Room
Physical Evidence
Arrive
Give Bags
Check In
Receive Bags
Go to Room
Customer
Greet Take Bags
Process Papers
Delivery Bags
Contact Person
(On Stage)
Take bags to room
(Back Stage)
Invisible Process
Paper System
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Overnight Hotel Stay
Bill Desk Lobby Hotel Parking
Check Out Leave
Process Check Out
Paper System
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7. Pricing, Positioning and Branding

• From 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.

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8. Budget

• Budget your capital.
• What strategies can you afford?
• What can you do in house, what do you need to
  outsource.

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9. Marketing Goals

• Establish 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.

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10. Monitor Your Results

• Test and analyze. Identify the strategies that
  are working.
• Survey customers
• Track sales, leads, visitors to your web site,
  percent of sales to impressions

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THANK YOUwww.jignesh.bestdesigns.co.in
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1. service
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• Company provides services like
• Postpaid connections
• Prepaid connections
• Airtel D2h
• Airtel Handy phone

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Pricing strategies
2. Price....
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• 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.

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3. Promotion....
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Promotion of service
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Places..
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4. PLACE..

• The Airtel outlets are being situated in various
  places in India known as Customer Relationship
  Center
• Also Airtel Recharges are available with dealers

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5. Physical Environment.
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Physical Environment
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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.

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People Include...

• Like
• Technicians, Dealers,
• Other Employees (BPO Employees)

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7. Process..

• That P of marketing mix
• which let customers get the best of the
  services

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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