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MARKETING
MARKETING MIX FOR SERVICES
•Process
•People
•Physical
Evidence
PRODUCT MIX
PRODUCT
POTENTIAL
OFFER • McDonalds-Meal Offer
AUGMENTED
OFFER • Jet Airways with Kingfisher
EXPECTED
OFFER • Airline ticket with comfort
waiting Area, Seat & Good
Meals
CORE
PRODUCT • BED IN A HOTEL FOR THE
NIGHT
PRODUCT QUALITY : RATER
• Dependability
RELIABILITY • Delivering on Promises
• Competence • Accuracy
• Courtesy • Consistency
• Credibility
• Security
ASSURANCE RESPONSIVENESS
•Promptness
•Helpfulness
• Easy access
• Good Communication
• Customer Understanding
• Physical Evidence • Personalised Attention
TANGIBLES EMPATHY
Decreased likelihood of
satisfying customers
L-T misleading of
market place
PRODUCT RANGE
• Product Item
• Product Line
• Product Mix – Width – is no. of different product lines a co. is
offering
- Depth – no. of product item with in each
product line
PRODUCT FEATURES
Major Start up
Innovations Business
New
Service
New Service
for currently Service Line
served Extensions
Market
Style Change
SERVICE DEVELOPMENT PROCESS
Explain & Idea Generation
Screening
Concept Lasting
Business Analysis
Service Development
Test Marketing
Commercialisation
Discounts Allowances
Geographical
- Quantity - Trade – in
Adjustments
- Seasonal - Promotional
- Trade e.g. Real Estate Agent e.g. Single Zone Pricing
- Commission Commission Multizone Pricing
Travel Agent
Commission
SERVICE INDUSTRY PRICING –
APPLICATIONS - TRANSPORTATION
• Type of products/materials to be transported
• Loading and handling facilities
• Accessibility at pick-up and destination
• Weight of Consignment
• Possibility of return load
• Need for high security
• Nature of Product
• Availability of transport route
• Distance
• Cross-state or Cross border customs
• Time involved
• Distance involved
PLACE
• Place or distribution is a major factor in developing a
service marketing strategy because of the inseparability
of services from the producer.
SITUATION IMPACT
• CHANNELS OF DISTRIBUTION
The service provider
Intermediaries
Customers
AIRLINES
Consolidation
PASSENGER
Employee
Retention Revenue
Growth
Internal External Customer
Service Employee Service Customer
Satisfaction Satisfaction Loyalty
Quality Value
Employee
Productivity
Profitability
•retention
• workplace design •Service concept: •repeat business
• job design results for customers •referral
• employee selection
and development •service designed
• employee rewards and delivered to
and recognition meet targeted
• tools for serving customers' needs
customers
PROCESS
Procedure, mechanisms and flow of activities by which services
are consumed (customer management processes) are an essential
element of the marketing strategy.
PHYSICAL EVIDENCE
The ability and environment in which the service is delivered, both tangible
goods that help to communicate and perform the service and intangible
experience of existing customers and the ability of the business to relay that
customer satisfaction to potential customers.
PHYSICAL EVIDENCE
Others:
Interior Design
Exterior Design Business Cards
Equipment
Signage Stationery
Signage
Parking Billing Statements
Layout
Landscape Reports
Temperature
Surrounding Envt. Employee Dress
Brouchers
Deep sleep is more than just the right
bed. It is about an environment that
soothes all the five senses.
Experience our rooms and know how
it feels to sleep like a baby again.
Client: ITC - Welcomgroup
The campaign is successful enough to maintain its
brand as one of the best Hotels in India. The move is
infact necessary to keep attracting the tourist as
India is becoming one of the most favoured coutry
to visit.
The ad really gives the feel of the comfort and what
a Service sector should cater to. An awesome Ad,
feel like spending one night at Maurya.
ITC-Welcomgroup was the one of the first hotel
chain to recognise the specific needs of the
discerning business traveler, leading to the
development and nurturing of ITC One, Sheraton
Towers and Executive Club brands.
7 Ps
OF THE
BANKING SECTOR
PRODUCT MIX
It includes all different product lines a company offers to its customers.
• Let’s take for example the process for application for a car loan.
The smaller and simpler the procedure, the better the process, and
the customer will be more satisfied.
• Product • Process
• Place & Time • Physical environment
• Price • People
• Promotion
• Productivity &
Quality
PRODUCTIVITY
THANK YOU………