Components in Service Marketing

Jignesh VibhandikMBA Student

IIPM, AhemedabadSubject: Service Marketing

Guided by: Prof. Pabitra ChakravortyJune 10, 2011

Presented by:

1. Market Research2. Target Market Segmentation3. Service4. Competition5. Mission Statement6. Market Strategies7. Pricing, Positioning and Branding8. Budget9. Marketing Goals10. Monitor Your Results

Components :

1. Market ResearchCollect, 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 offeringCurrent sales in the industry Benchmarks in the industry Suppliers - vendors that you will need to rely on

2. Target Market Segmentation

This entails breaking down the potential market into segments..

Matching the customer needs and price sensitivityChoose 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.

3. ServiceDescribe 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?

4. CompetitionDescribe your competition. Develop your "unique selling proposition.” What makes you stand apart from your

competition? What is your competition doing about

branding?

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

6. Market StrategiesWrite 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

7 P’S of Service Marketing Mix

ProductPrice

PromotionPlace

PeoplePhysical environment

Process

Overnight Hotel StayPh

ysica

l E

vide

nce

Cont

act

Pers

onCu

stom

erIn

visib

le

Proc

ess

(Back Stage)

(On Stage)

Arrive

HotelExteriorParking

Cartsfor

Bags

Give Bags

GreetTakeBags

DeskLobbyKey

CheckIn

ProcessPapers

PaperSystem

Take bagsto room

DeliveryBags

ReceiveBags

Cartfor

Bags

Go to Room

ElevatorsHallways

Room

Overnight Hotel StayPh

ysica

l E

vide

nce

Cont

act

Pers

onCu

stom

erIn

visib

le

Proc

ess

(Back Stage)

(On Stage)

Menu

Call Room Service

Take FoodOrder

PrepareFood

DeliverFood

ReceiveFood

DeliveryTray Food

Appearance

Food

EatCheck Out& Leave

ProcessCheck Out

Paper System

BillDeskLobbyHotel

Parking

7. Pricing, Positioning and BrandingFrom 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.

8. BudgetBudget your capital. What strategies can you afford? What can you do in house, what do you

need to outsource.

9. Marketing GoalsEstablish 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.

10. Monitor Your ResultsTest and analyze. Identify the strategies

that are working. Survey customers Track sales, leads, visitors to your web site,

percent of sales to impressions

THANK YOU

www.jignesh.bestdesigns.co.in

1. service

Company provides services like

• Postpaid connections• Prepaid connections• Airtel D2h• Airtel Handy phone

Pricing strategies… 2. Price....

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.

Roaming rates Services

Talk plans

Prices

3. Promotion....

Promotion of service

Two two talk plan

VIP no’s Reducingrates

Validity offer

Easy recharge

Promotion

Promotion

Advertisement Hoardings Personalselling Media Publicity Internet

Places..

•The Airtel outlets are being situated in various places in India known as “Customer Relationship Center”

•Also Airtel Recharges are available with dealers

4. PLACE..

5. Physical Environment….

Physical Environment

Sim cards Bills

Before and After sale documents

PHYSICALEVIDENCE

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.

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

Employees)

Higher managers

Middle managers

Lower managers

7. Process..That “P” of marketing mix

which let customers get the best of the services

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