Post on 04-Apr-2018
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INTERNALMARKETING
PREPARED BYANJU K SUGATHAN
JITHIN LAL
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MEANING
Internal marketing as the process of attracting,
developing ,motivating and retaining qualified
employees through job-products that satisfy
their needs
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DEFINITION
According to Berry, internal marketing is the
process of viewing employees as internal
customers, viewing jobs as internal products
that satisfy the needs and wants of those
internal customer while addressing the
objectives of organization.
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Importance of Internal Marketing
Customer attraction and retention.
Employee retention and motivation.
Corporate image. Change Management.
Organizations performance and continuity.
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Customer attraction and
retention
Internal marketing motivates employees to
provide the best service to every customer and
earns their commitment to strive for excellence
in rendering services.
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Employee retention and
motivation Internal marketing seeks to design jobs that
provide satisfaction and enrichment to
employees, create the right work environment
and offer a reward system that motivates them
to perform better.
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Corporate image
Internal marketing ensures that all the
employees understand the mission, vision and
objectives of the organization.
Employee work with enhanced commitment
when they feel valued and respected by the
organization.
The satisfied employees together with a
customer create a good corporate image of the
organization.
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Change Management
Internal marketing emphasizes on listening to
employees, addressing their concern, and
empowering them to play an important role in
in the organization.
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Organizations performance and
continuity Internal marketing emphasizes continuous
training and development of employees to
meet the future requirements of
organization
Help them achieve their individual
aspirations.
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Components of an internal
marketing program
Recruitment and selection
Motivation
Education and Training Coordination
Empowerment
Rewards Communication
Knowledge sharing
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Developing & Implementing an
internal marketing program Recruitment and selection
Motivation
Education and Training Coordination
Empowerment
Rewards Communication
Knowledge sharing
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Recruitment and selection
Organizations need to attract qualified and
talented individuals so that they can offer
quality services to customers.
Recruitment process should emphasize on
candidates attitude , interpersonal and
communication skill.
Eg:BPO Firm
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Motivation
Organizations have to motivate employee to
serve their customers with commitment and
dedication.
Timely and sincere application will go a long
way in motivating employees to contribute
their best to the organization.
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Education and Training
The most important task of service
organization after it hires a candidate is to
make him understand the role he has to play in
the organization.
Eg:IT firm
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Coordination
Implementing the concept of working in teams
offers many advantages to organization.
Team enhance employee productivity ,their
quality of work life and customer service
standards.
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Empowerment
Employee empowerment is another
prerequisite for the success of internal
marketing.
Service organization should give freedom to
the employees to take important decision.
This helps to render better services to customer
and also enhances their own self esteem.
Eg:TCS,Infosys
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Rewards
Reward increase job satisfaction and morale
of the employees.
It may be either intrinsic or extrinsic in nature.
It classified in to financial and non financial.
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Communication
Organizations should facilitate two waycommunication .
Helps to encourage employee participation and
empowerment. The flow of communication should not be restricted
to the managements instructions to the lower level
employees
Many organization have employees suggestionschemes
Eg:WIPRO,Taj group of hotels
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Knowledge sharing
Knowledge management is a process of
creating , disseminating and utilizing
knowledge for organizational development.
Knowledge management helps to ..
impart knowledge to employees
encourage them to share the knowledge with each
other.
introduce new products and services faster.
Eg:Google,Oracle,Wipro
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THANK YOU