for BSNL internal circulation only
E4E4--E5 (MANAGEMENT)E5 (MANAGEMENT)
Marketing of ServicesMarketing of Services
for BSNL internal circulation only
AGENDAAGENDA
Define marketing
Describe service and its difference from
product
List the services marketing mix
Apply the marketing mix to BSNL services
Understand marketing activities of BSNL
for BSNL internal circulation only
WHAT IS MARKETING… ?WHAT IS MARKETING… ?
Analyzing the needs of the people?
Trying to guess what types of products
they want?
Estimate how much they will buy?
Predict when they will want to buy?
Determine where they go to buy the stuff?
for BSNL internal circulation only
WHAT IS MARKETING… ?WHAT IS MARKETING… ?
Advertising?
Promotions?
Making products available in stores?
Maintaining inventories?
Selling?
for BSNL internal circulation only
MARKETING….MARKETING….
The sum of all activities that take you to a
sales outlet. After that sales takes over.
The process of planning and executing the
conception, pricing, promotion, and distribution
of ideas, goods, services to create exchanges
that satisfy individual and organizational goals.
for BSNL internal circulation only
MARKETING MANAGEMENTMARKETING MANAGEMENT
The art and science of choosing target
markets and getting, keeping, and growing
customers through creating, delivering, and
communicating superior customer value..
PRODUCT FEATURE
� Form: size, shape, physical structure;
� Features: definite features
� Performance quality: the level at which the
product's primary characteristics function
� Conformance quality: the degree to which
all the units of the product perform equally
� Durability: the product's expected operating
life under natural or stressful conditions
for BSNL internal circulation only
PRODUCT FEATURE
� Reliability: the probability that the product
won't malfunction or fail
� Reparability: the ease with which the product
can be fixed if it malfunctions
� Style: the product's look and feel
� Design: the way all the above qualities work
together (it's easy to use, looks nice, and lasts a
long time)
for BSNL internal circulation only
Major Characteristic of Services
� Intangibility – Services are intangibility cannot
be seen, tasted, felt, heard or smelled before
purchase.
� Inseparability - Services are produced and
consumed simultaneously.
� Variability or Heterogeneity – Services are
highly variable
� Perish-ability – Services cannot be stored.
for BSNL internal circulation only
SERVICE MARKETING
� Service Marketing has 7 Ps like 7 Notes of
Music.
� 4 Ps of Product Marketing are Product , Price,
Promotion & Place.
� Additional three Ps are required for service
marketing i.e. People, Process & Physical
Evidence.
� 7 Ps are also called Marketing Mix.
for BSNL internal circulation only
for BSNL internal circulation only
MKTG MIX FOR SERVICESMKTG MIX FOR SERVICES
Promotion (Communication)
Product (Customer Solution)
Physical Evidence ( Success depends upon its Creation)
Price(Customer Cost)
customers
Place,(Customer Convenience)
Ps for Product Marketing
+ Ps for Service Marketing
for BSNL internal circulation only
STRATEGIC MKTGSTRATEGIC MKTG
Strategic marketing management is concerned
with how we will create value for the customer
Asks two main questions
What is the organization’s main activity at a particular time? –
Customer Value
What are its primary goals and how will these be achieved? –
how will this value be delivered
for BSNL internal circulation only
PRODUCT LIFE CYCLEPRODUCT LIFE CYCLE
for BSNL internal circulation only
MARKETING ENVIROMENT & MARKETING ENVIROMENT & COMPETITOR ANALYSISCOMPETITOR ANALYSIS
SWOT ( Strength, weakness, Opportunity and
Threats) Analysis
PEST (Political, Economic, Social and
Technological ) Analysis
Five forces analysis
for BSNL internal circulation only
PORTER’S FIVE FORCESPORTER’S FIVE FORCES
for BSNL internal circulation only
STRATEGY FORMULATIONSTRATEGY FORMULATION
Environmental Analysis
PEST &Porter’s Five Force
Analysis
Technology Know-How
Manufacturing Know-How
Marketing Know-How
Distribution Know-How
Logistics
Strength & Weaknesses
Identity Core Competencies
Opportunities & Threats
Identify opportunity
Fit internal Competencies with external opportunities
Firm Strategies
for BSNL internal circulation only
MARKETING PROCESSMARKETING PROCESS
Business Mission Statement
Objectives
Situation or SWOT Analysis
Implementation Evaluation, Control
Target Market Strategy
Marketing Strategy
Product PromotionPlace/Distribution Price
Marketing Mix
People Process Physical Evidence
MARKETING IN BSNL
� Marketing cells in each vertical i.e. CFA, CM and
Enterprise.
� Many advertising campaigns, launched on various
occasions.
� Brand ambassadors have also been appointed.
� Market research & surveys are also used to ensure
Success & measure response to various campaigns
for BSNL internal circulation only
MARKETING IN BSNL
� Segmentation of customers is also done such as rural,
urban, commercially important, corporate, students etc.
Try to answer the following:
� Product Life Cycle in your area for: Landline, WLL, Mobile,
Broadband
� BSNL Marketing Strategy for above services in your area:
� Market Segmentation applied by BSNL for above Products
for BSNL internal circulation only
KEY TERMS
� Marketing network- A web of connections among a
company and its supporting stakeholders—customers,
employees, suppliers, distributors and others.
� Market- oriented strategic planning-The
managerial process of developing and maintaining a
viable fit among a company's objectives, skills, and
resources and its changing market opportunities
for BSNL internal circulation only
KEY TERMS
• Brand-A company or product name, term, sign,
symbol, design.
• Demand- Wants for a specific product .
• Differentiation- Designing a set of meaningful
differences to distinguish a company's offering
from competitors' offerings
for BSNL internal circulation only
KEY TERMS
� Need-A basic human requirement, such as food,
air, water, clothing, and shelter, as well as
recreation, education, and entertainment.
� Positioning-The central benefit of a market
offering in the minds of target buyers.
for BSNL internal circulation only
KEY TERMS
� Pull marketing- A type of marketing that attempts to
persuade the customer to try a product and continue to
use the product. Advertising is an example of it.
� Push marketing- A type of marketing in which the
product is "pushed" from the seller to the consumer.
Direct sales force, contests, free trials etc. are its
examples.
for BSNL internal circulation only
KEY TERMS
� Satisfaction-A customer's feelings of pleasure or
disappointment resulting from comparing a product's
perceived performance with the customer's expectations
of that performance.
� Value- The ratio between what a customer gets and
what he or she gives in return.
� Want- A desire that occurs when a need is directed to
specific objects that might satisfy that need.
for BSNL internal circulation only
for BSNL internal circulation only