Designing Communication Mix

Primary Role of the Service Communication Mix

Inform (Vodafone) Persuade (Colgate-AIDA) Remind (Insurance Companies

Communication Adding Value to the customers

By Informing & Consultation
ICICI Prudential: Market ki tension nahi lete Consulting them which scheme is better

Maintain contact + Update customer data base = Personalized services

U.S. Pizza

Keep constant touch & increase loyalty

Ayurvedic Hospital

Internal Communication
H.O
Branch A Branch B Branch c

People here are highly diversified as well as far thus require a communication Both the way Up-ward & Down-ward To share Common goals Corporate policy change Service delivery pattern change Schemes changes Through Intranet, Mails, Newsletters, magazines, Videotapes, Private corporate television networks

Challenges of Service Marketing

1. The Biggest Challenge of Services is its Intangibility Which Causes
Generality Non-search ability Abstractness Impalpability

Conti..
Generality: Creating general expectation
Think of an Airline

Non-search ability
Hospitals

Communication Strategy: Present Customer

Testimonials

Abstractness
Service talks about Financial Support, expert advice and has no link with the personals

Communication Strategy: Display the end benefit

Muthoot finances loan against gold

Conti
Mental Impalpability
Services are considered to be Complex, Multidimensional & fiction Karnavati Club

Communication Strategy:
Documentary of step-by-step process, Case history of what firm did for customer Narration of customers subjective experience

Best way to communicate in services is to show the tangible cues for the intangibles
Accenture I am your Idea (mirror image)

Other Challenges
2. Customer Involvement:
To succeed Service requires high involvement of customer They might be involved but to make it to the right way is very difficult

Communication Strategy: Instructive communication

Eg: White water Rafting

3. Customers evaluation of service offerings

Customers might be aware about what the service is but still cannot differentiate you and your competitors Then firms need to prove its efficiency

Communication Strategy
Like boost about their time of delivery, experience, punctuality & commitment level

Conti..
4. Dampen Demand to match capacity

Communication Strategy:
Inform about the Reduce price in non-peak time
Inform about the Upgraded additional services to the non-peak time

5.

Promote the contribution of personnel

Communication Strategy:
Highlight the employee asset And Commitment of the backstage personnel

Yes Bank Experience our Expertise

Setting Clear Objectives: Checklist for Marketing Communications Planning (5 Ws) Who is our target audience? What do we need to communicate and achieve? How should we communicate this? Where should we communicate this? When do communications need to take place?

Marketing Communications Mix for Services

Personal Communications
Selling

Advertising
Broadcast

Sales Promotion
Sampling

Publicity & Public Relations

Press releases/kits Press conferences Special events Sponsorship

Instructional Materials
Web sites

Corporate Design
Signage

Customer service

Print

Coupons

Manuals

Interior decor

Training

Internet

rebate s
Gifts

Brochures Videoaudiocassettes Software CD-ROM

Vehicles

Telemarketing Word-of-mouth Word (other of customers) mouth

Outdoor

Equipment

Direct mail

Prize promotions

Trade Shows, Exhibitions Media-initiated coverage

Stationery

Voice mail

Uniforms

Sources of Messages Received by a Target Audience

Messages originating within the organization
Front-line staff Service outlets

Advertising Sales promotions Direct marketing Personal selling Public relations

A U D I E N C E

Word of mouth

Messages originating outside the organization

Media editorial

A Service Branding Model: How Communications + Experience Create Brand Equity

Marketer-controlled communications

Firms Presented Brand (Sales, Advertising, PR)

Uncontrolled brand communications

Awareness of Firms Brand

What Media, Intermediaries, Word-of-Mouth Say re: Firm

Firms Brand Equity

Customers Experience with Firm

Meaning Attached To Firms Brand

Effective Communication
Create memorable images of specific companies and their brands Build awareness/interest for unfamiliar service/brand Build preference by communicating brand strengths and benefits Compare service with competitors offerings and counter their claims

Stimulate demand in off-peak and discourage during peak

Encourage trial by offering promotional incentives