INTRODUCTION

Indian postal service operated by government

of India

Founded on 1 April 1854

Indian Postal Service had 1, 54,866 Post

Offices

1,39,040 were in rural areas

15,826 in urban areas.

INDIAN POST CARDSReliving Indian History

INDIAN POST REACH

https://www.indiapost.gov.in/VAS/DOP_PDFFiles/Project_Arrow.pdf

MODERNIZATION

CASE ANALYSIS(Indian Post)

Familiarities Reliable, Oldest, Cheap, Network, Largest in world,

Reach

Symptoms Sales Stagnant, Low Growth

Analysis Not scalable,

No customer support and Timeliness of delivery,

Better Service offered by competitors,

Unorganized players

Problem Unchanged Working culture,

Sluggishness,

Electronic Alternative,

Technology

Synthesis Job Rotation Policy,

Soft Skill Training,

Infrastructure,

Adequate Promotions,

Tie-ups

SERVICES

SERVICES OFFERED

MAIL SERVICE

PREMIUM

SERVICE

FINANCIAL

SERVICES

RETAIL SERVICES

SERVICE MIX

PEOPLE

• Strength - 460,457

• The chief administrator - postmaster

• Training

TRAVEL TO POST OFFICE

WEIGHING, BILLING AND

TAKING POSSESSION OF

PARCEL

LEAVES THE POST

OFFICE

TRACKS THE

PARCEL ONLINE

OFFICE PROCESSES THE PARCEL AND

DELIVER

DELIVERY TO THE

DESTINATION

PROCESS

PHYSICAL EVIDENCE

• Post office exterior

• Website

• Desk & registration (Register counter, Billing counter, Stamp counter)

SEC MODEL

SEARCH EXPERIENCE CREDENCE

•Customer service•Staff courtesy•Claims settlement • Benefit of Integrated Platform

COMPANY

INTERNALMARKETING

CUSTOMERSEMPLOYEES

EXTERNALMARKETING

INTERACTIVE MARKETING

Service Marketing Triangle

Improved ergonomics & working conditions

Internal Marketing ( Company to Employees)• Training of Employees

• Postmen are being trained in ecommerce

• Postmen greets people with smile

• Post office employees are trained to be in sync with latest technology

External Marketing ( Company to Customers)• Alerting Customers about Status of their Parcels (online,sms)

• Booking Orders Online

• Core Banking System & Kishan Vikas Patrika (for Banking)

• Managing of Government Schemes – Beti Bachao Beti Padhao campaign,Sukanya Samriddhi Accounts

• Interactive and informative website www.indiapost.gov.in

• Retail network of 1.54 lakh registered offices in India

SERVICES MARKETING

SERVICES MARKETING

• INTERACTIVE MARKETING Orientation programs to train company

personnel Customer Orientation programs to postal

assistants thus ensuring effective & prompt service

Business Orientation Programs to Marketing executives

INDIAN POSTAL SERVICES - BLUEPRINTPhysical Evidence

POSTOFFICE EXTERIOR

REGISTERCOUNTER

REGISTERCOUNTER

REGISTER COUNTER

BILLING COUNTER

BILLING COUNTER

STAMPCOUNTER

STAMPCOUNTER

FINAL DELIVERY

Customer Action

ARRIVE AT POST OFFICE

GO TO ORDERCOUNTER

ASK FOR DRAFT

RECIVE FILL FORM

RETURNFILED FORM

BILL RECIVED BY CUSTOMER

TAKE COVERPUT DRAFT

SUBMIT TO COUNTER

DELIVER TO ADDRESSPERSON

ON STAGECONTACT

BACK STAGECONTACT

SUPPORT PROCESS

CO

NTA

CT

PER

SON PO give form

to fillCOMPUTER ENTRYAND PROVIDES BILL

RECIVE & DRAFT

FORWARDED TO

POSTMAN

COLLECTED BY

POSTMAN

POST FORWARDED TO

REGIONAL STATIONS

POST COLLECTED

AT REGIONAL CENTRES

FORWARDEDTO

ADDRESS PO

Line of Interaction

Line of Visibility

Line of Internal Interaction

IN LOCAL AREA

IN OUT CITY

REFRENCE

• https://www.indiapost.gov.in/VAS/Pages/AboutUs/AboutUs.aspx

• http://www.dnaindia.com/academy/report-india-post-in-for-a-planned-make-over-2039310

• http://www.paarami.com/digital-marketing-promote-government-india-scheme/