Components in Service Marketing Presented by: Jignesh Vibhandik MBA Student IIPM, Ahemedabad Subject: Service Marketing Guided

by: Prof. Pabitra Chakravorty June 10, 2011

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

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 c onsider: Market dynamics, patterns including seasonality Customers - demographic s, market segment, target markets, needs, buying decisions Service - what's out there now, what's the competition offering Current sales in the industry Benchma rks 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 sensitivity ment by its size, Choose the most attractive seg

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

3. Service Describe your service. How does your service relate to the market? What does your market need, What do they currently use, and beyond current use? What do they need above

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?

5. Mission Statement Write a few sentences that state: "Key market" - who you're selling to "Contribu tion" - 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 a nd services -cost efficiency

6. Market Strategies Write down the marketing and promotion

strategies that you want to use or at least consider using. Strategies to consid er: Networking - go where your market is Direct marketing - sales letters, broch ures, flyers Advertising - print media, directories Training programs - to incre ase awareness Write articles, give advice, become known as an expert Direct/pers onal selling Publicity/press releases Trade shows

7 P'S of Service Marketing Mix Product Price Promotion Place People Physical environment Process

Overnight Hotel Stay Physical Evidence Hotel Exterior Parking Carts for Bags Desk Lobby Key Elevators Hallways Room Cart for Bags Customer Arrive Give Bags Greet Take Bags Check In Go to Room Receive Bags Delivery Bags Contact Person (On Stage) Process Papers Take bags to room Paper System (Back Stage) Invisible Process

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

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.

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

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 custo mer's satisfaction.

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

1. service

Company provides services like Postpaid connections Prepaid connections Airtel D 2h Airtel Handy phone

Pricing strategies 2. Price....

Talk plans

The prices are being charged in accordance with---------------Prices Roaming rates Services

The charges vary from region to region. Pricing is the only mix which generates a turnover for the

3. Promotion....

Promotion of service Easy recharge Two two talk plan Validity offer Promotion Promotion VIP no's Reducing rates Advertisement Hoardings Personal selling Media Publicity Internet

Places..

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

5. Physical Environment.

Physical Environment Before and After sale documents PHYSICAL EVIDENCE Sim cards Bills

6. People.. People are important because: Providing a service, rather than selling a service . Quality of personal relationships between company and clients becomes vital. N ew staff needs thorough training and constant monitoring. Staffing costs the hig hest cost Recruiting specialist staff time consuming and expensive. Strategies a nd 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 Res pective service (Like SIM Card in this case) Avail the facilities Give the feedback