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Emerging trends in

services marketing
BY SRAVAN REDDY.

Introduction
Service sector is the backbone of social and economic
development.
it is emerged as one of the fastest growing sectors in the world
and making higher contributions to the employment and global
output.
the growth of service sector is predominantly more than
agriculture and manufacturing sector.
India has second fastest growing sector with its compound
annual growth of 9% just below china 10.9 %.( source :
economic survey 2013-14)

Service industry
Health Care
Financial Services
Hospitality
Travel and tourism
Warehousing
Transportation
Retail trade
Communication and information technology

Service sector contribution


Service sector type

Contribution

Trade , hotel , transport and


communication

26.4

Finance , insurance and real estate

20.6

Public administration and defence

13.0

Total services

60.0

Source Economic survey 2013-14

Service ???
American Marketing Association defined services
asactivities, benefits or satisfactions which are
offered for sale or provided in connection with the sale
of
goods.
Any activity or benefit that one party can offer to
another that is essentially intangible and does not
result in the ownership of anything. Its production may
or may not be tied to a physical product. Kotler and
bloom

Marketing Vs Services Marketing


Marketing emphasized on:
Product
Price
Place
Promotion

customer need and wants


cost of the product
convenience
communication

Cont..
Service marketing required three additional Ps
People employees represents organization to customers
Physical evidence physical environment , atmosphere and
facilities helps to shape customer perceptions. it also helps in
socializing , changing impression and trust.
Processit assures service availability and consistent quality.

Nature of services
Intangibility
Perishability
Relative and subjective quality dimension
Fluctuating
Variability
Heterogeneity
Inseparability

Understanding customer
It easies new customer acquisition
Drives customer loyalty
Improves retention
Increases customer satisfaction
Reduces customer switching
Creates competitive advantage
Increases revenues to meet financial goals
Helps to build strong customer relationship

Services marketing at Holiday Inn


Holiday Inn one of the fine restaurants loosing its customer
dinner.

for breakfast , lunch and

Customers are preferring to have dinner at steakhouses and gas station hotels.
What did holiday inn did ???
They didnt changed neither location or the menu or price. The hotel thought to improve
the customer experience . they defined customer experience strategy at the hotel.
It rooted that strategy into four brand attributes
Inclusiveness
Purposefulness
Social
familiar

Cont..
They tried to create customer experience strategy by adding all the elements.
since customer is not only coming for dinner but to have fun.
They have called there restaurant as social hub , the hotel described the experience they
want to give to customer as we give guest flexible options so they can be themselves.
The activities they classified as
Eat/drink
Have fun with family and friends
Relax
Connect
Transition
All the above places are arranged with customer touchpoints.

Competition and convenience


Cash on Delivery
Wide range of products
Displaying the delivery
date of the product and
retailer.
Secure, reliable,
time-definite
distribution across
26,804 locations in
India and 220
countries -

Cont..

Keep it very simple


In airlines industry
customers demand for
quality for less cost ,
indigo punctuality in service
with out any extra add on
services keeps indigo
market leader in domestic
flying.
on time is a great thing

Using technology
Movie , cricket matches and other
entertainment at across India.

Olx and quickr both are


internet and mobile classified
advertising Companies`

Online bus
ticketing ,
travelling and
hotel booking`
Discount offers ,
tour packages ,
transport
facilities

Social networking
Amusement parks at kochi , banglore
and now in Hyderabad. Provides
Transport service to customers and
special offers to school children and
corporate bulk group packages.

Icicidirect provides demat services

We can share the service


experiences of service providers ,
give ratings and feedback to service
providers

Be A roman in Rome
Added Indian menu for its
stores in India. Including
vegetarian

Offers 90% locally


sourced items in there
stores. In India it offers
appx 5000 items in cash
and carry wholesale.

Fast delivery of service


ICICI BANK Best and Fast service to the customer in retail and corporate banking
All cargo logistics- one of the best e-commerce logistics company , best in class
service with speed
Amazon India- one of the fastest delivery online shopping platform
Narayana hrudayalaya offering medical services
Nielsan leading global information and measurement company provides faster
marketing research surveys

Rewarding loyalty
Virgin AtlanticFlying Club
Virgin Atlantic allows members to earn tier points.
The clubinducts members at the Club Red tier, then bumps them up toClub
Silver and then Club Gold.
Club Red members earn miles on flights and get discounts on rental cars,
airport parking,hotels, and holiday flights.
Club Silver members earn 50% more points on flights and have access to
expedited check-in and priority stand-by seating.
Club Gold members get double miles, priority boarding, and access to exclusive
clubhouses where they can grab a drink or get a massage before their flight.

Testimonials

Innovation
KFC plans to grow on four frontsgeographical reach, food menu, serving
hours and customer base, with particular
focus on the Indian youth.
Adding different food products
Planning home delivery
Price starts from as low as 25 rs
Free wireless in outlets
Shift towards healthier meal

Conclusion
Service marketing differs from product marketing due to the
fact that services are in tangible.

Quality of this service interaction becomes an important subset


of marketing strategy.
A business can be defined only in terms of customer benefits
in order to create a market-driven culture
It requires developing marketing programs which continually
create benefits and value for the customer,
It demands the offerings more tangible.