SERVICES AND STRATEGIC MARKETING

Mr. Yogesh Gurav

Services Marketing Mix

Planning & creating service
Corporate objectives and resources Market & Competitive Analysis Marketing Asset Statement Customer portfolio Market knowledge Product Line Positioning Strategy(ies) Marketing Skills

Resource Allocation analysis Operating Assets Statement Physical facilities Equipment Human Resources Financial resources Alliances & partnerships Information Technology

Continued on next slide .

YKG/ SM / 2011-12

Key steps in service planning Continued from earlier slide

Services Marketing Concepts Benefits to customers a) Core product b) Supplementary services c) Service Levels d) Accessibility ( where and when) Service Operations Concepts Nature of processes Geographic scope of operations a) area served b) single site vs. multisite c) facilities location d) telecommunication linkage Scheduling a) hours/days/ seasons of service b) continuous vs. intermittent Facilities design & layout Specific tasks assigned to front stage and backstage operations.

User Costs a) Monetary cost / Price b) Time cost c) Energy cost d) mental effort

Service delivery process YKG/ SM / 2011-12

Key steps in service planning:1. Defining corporate goals & objectives. 2. Matching the opportunities with the resources available. * The marketing assets statement includes details regarding the firms existing customers, knowledge of the market, competitors & product. * The operating assets statement the marketing opportunities revealed by market and competition analysis are matched against the operating assets like , facilities design and layout, equipment, Human Resources (numbers & skills), information technology etc.
YKG/ SM / 2011-12

Key steps in service planning:3. Creating a service marketing concept * This is a step wherein the opportunity is converted in reality which includes clarifying the benefits offered to customers & the cost to be bourn by the customers. * A parallel step is to establish service operations concept which specifies the nature of processes involved , how & when the various types of operating assets should be deployed to perform specific tasks.

4. Service delivery .

YKG/ SM / 2011-12

The augmented product

The combination of core benefit & supplementary services is called as the augmented product. Several frameworks can be used to describe augmented product. Lynn Shostack developed a molecular model which uses a chemical analogy to help marketers visualize and manage the service product. The molecular model helps in identifying the tangible and intangible elements involved in service delivery.

Molecular model

YKG/ SM / 2011-12