marketing strategy for service firms
TRANSCRIPT
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MARKETING STRATEGYFOR
SERVICE ORGANIZATION
PRESENTED BYSHILPA SAHOO
VISHVENDRA SINGHTANMAY NAYAK
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KOTLER Every business is a service business. Does your service put a smile on the customer’s face?
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WHAT IS SERVICE?A Service is any act or performance one party
can offer to another that is essentially intangible
It does not result in the ownership of anything
Its production may or may not be tied to a physical product
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Service Industries are everywhereGovernment Sector courts hospitals loan agencies military services police and fire departments postal services school and colleges
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Continue …Private nonprofit sector museum churches charities foundations Business sector airlines hotels insurance companies real state
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Increasing importance of servicesIn 2009 the share of service sector in the
GDP of India was 52%1. Advancement in technology2. Increase in per capita income3. A trend towards outsourcing4. Increasing growth in retailing due to
increase in the propensity of the customer
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Categories of service mixPure tangible good Tangible goods with accompanying
services Hybrid services Major services with minor goods Pure service
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All Principal Of Marketing AlsoApply To Services
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characteristics Of The Services
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IntangibilityUnlike physical products services cannot be
seen,tested,felt,heared or smelled before they bought
EXAMPLE1. a person getting plastic surgery cannot see
the result before the purchase2. A person who goes to a bank to deposit
money in bank cannot know in advance how much time he will spend in bank
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inseparabilityServices are produced and consumed
simultaneously Services cannot be separated from its
providers unlike physical goods are manufactured , put
into inventory , distributed through multiple resellers and consumed later
EXAMPLE A Barber cannot give haircut without being
present service –client interaction is the special
feature of service marketing
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Continue….Several strategy exist for getting around the
limitation of inseparability1. The service provider should learn to work
with large group2. The service provider should work faster3. The service organization can train more
service providers and build up client confidence
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variabilityQuality of service depends who provides
them ,when and where , and to whom , services are highly variable
EXAMPLE1. Some doctors have excellent bedside
manner others are less emphatic2. Some doctors are good in performing some
type of surgical operation others are not People are vary aware of this variability and
often talk to other people before selecting a service provider
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Continue….Steps that a service organization can take to
increase quality control to mitigate variability-
1. Organization can invest in good hiring and training procedure
2. Standardize the service –performance process through out the organization
3. monitor customer satisfaction each time after rendering service
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Continue…EXAMPLE1. General electric send out 700000 response
card a year asking households to rate its service performance
2. Citibank checks continuously on measures of ART (accuracy , responsiveness & timeliness)
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perishabilityService cannot be stored for later usePerishability of services can be a problem if
demand fluctuateEXAMPLE Public transportation companies can own
much more vehicles because of rush demand hour
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Continue…Several strategy can produce a better match
between demand & supply in a service organization
On the demand side-
1. Differential pricing will shift some demand from peak to off peak period
2. Nonpeak demand can be cultivated3. Complementary services can provide
alternative to waiting customers4. reservation system are a way to manage the
demand level
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Continue…On the supply side-
1. Part- time employees can be hired to serve the peak demand
2. Peak time efficiency routines can allow employee to perform only essential task during peak period
3. Consumer participation can be encouraged4. Shared services can improve offerings5. future provisions can be a good investment
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Marketing strategy for service firms to improve
service quality
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Meeting customer expectationUnderstand what customer really want
through continuous learning about the expectation and perception of customer
consumer of service value not only the outcome of the service but also the experience he takes by becoming part of it
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accessThe service firm keep it into account that
service provided to the customer at convenient location at convenient time with little waiting period in availing the service
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reliabilityThe service organization must be able to
deliver promised service each time the customer decide to avail of it
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Basic servicesService company must deliver basic and do
what they are supposed to do-1. Keep promises2. Keep customer informed3. Deliver value to the customer
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Fair playService company must make special effort to
be fair For this what a service firm can do1. The service firm should describe the
service clearly & accurately2. The organization should provide physical
evidence to the customer which will ensure that they will be provide a good service
These things will ensure the credibility of customer
in firm
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Employee researchMarketers should conduct research with
employees to reveal why service problem occur what organization can do to resolve the problem
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demonstrationService company should try to demonstrate
their service quality through presentationEXAMPLE a hotel can develop a look and a style of
dealing with customers that shows its intended customer-value proposition its cleanliness , speed or some other benefit
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AIRTEL SERVICES
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THANK YOU