Components in Service Marketing

1. Components in Service Marketing Jignesh Vibhandik MBA Student IIPM, Ahemedabad Subject: Service Marketing Guided by: Prof. Pabitra Chakravorty June 10, 2011 Presented by:

2. 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 :

3. 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

4. 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.

5. 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?

6. 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?

7. 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

8. 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

9. 7 P’S of Service Marketing Mix

10. 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

11. Delivery Tray Food Appearance Food Menu Physical Evidence Call Room Service Receive Food Eat Customer Deliver Food Contact Person (On Stage) Take Food Order (Back Stage) Invisible Process Prepare Food Overnight Hotel Stay Bill Desk Lobby Hotel Parking Check Out & Leave Process Check Out Paper System

12. 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.

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

14. 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.

15. 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

16. THANK YOUwww.jignesh.bestdesigns.co.in

17. 1. service

18. Company provides services like • Postpaid connections • Prepaid connections • Airtel D2h • Airtel Handy phone

19. Pricing strategies… 2. Price....

20. 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.

21. 3. Promotion....

22. Promotion of service

23. Places..

24. 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

25. 5. Physical Environment….

26. Physical Environment

27. 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.

28. People Include... Like: Technicians, Dealers, Other Employees (BPO Employees)

29. 7. Process.. • That “P” of marketing mix which let customers get the best of the services

30. 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