Service marketing_group_3_presentation_2013 (Ritz Carlton Jakarta Mega Kuningan)Presentation Transcript
APPLYING MARKETING TO SERVICES
THE ROLE OF
The role of service marketing communication is to:
Position and differentiate the service.
Promote the contribution of service personnel.
Add value through communication content.
Facilitate customer involvement in production.
Stimulate or dampen demand to match capacity.
The intangible of service presents challenges for
communications. Two ways to overcome the problem of
Emphasize tangible clues (its employees, facilities,
certificates & awards, customers).
Use metaphors to communicate the value proposition.
Plan & design an effective communications strategy using 5
Who is our target audience? Are they prospects, users,
What do we need to communicate and achieve? Do the
objectives relate to consumer behavior in the
prepurchase, service encounter, or postpurchase stage?
How should we communicate this? Which media mix
should we use?
Where should we communicate this?
When do the communications need to take place?
Variety communications channels:
Traditional marketing channels (advertising & PR).
Internet (firm’s website & online advertising) and New
Media (youtube & social networks).
Service delivery channels (service outlets & frontline
Messages originating from outside the organization (word
of mouth & media coverage).
• Strong, well-known brand name
• High Quality
• Top of the line customer service
• Able to charge higher fee for
quality service and name
• Do not have to sacrifice
standards to reach customer
• Expensive in a poor economy
• Only attainable to the wealthy
• Attracting large groups of people weddings, events, trade events
• Advertising to upper class in
retirement with money to spend
• Marketing to wealthy women
whose children have grown,
& are looking to create memories
• Economic conditions
• Other luxury hotels with
At The Ritz-Carlton Hotel Company, L.L.C., "We are Ladies and
Gentlemen serving Ladies and Gentlemen." This motto exemplifies the
anticipatory service provided by all staff members.
Genuine care and comfort highest mission.
Pledge to provide finest personal service and facilities
Warm, relaxed, refined ambience
Experience enlivens the senses, instills well-being, and fulfills even the
TARGET MARKET DEMOGRAPHICS:
Elite Suburbanites: upscale incomes- can afford to
spend heavily on technology, powerboats, books,
magazines, luxury cars and exercise equipment
Urban Uptowns: enjoy the arts, shop at exclusive
retailers, drive luxury imports, travel abroad, and
spend heavily on computer and wireless technology
Affluentials: lower median income- still enjoy
comfortable, suburban lifestyles; big fans of health
foods, computer equipment, consumer electronics
Marketers use their own websites for a variety of communications task, including
promoting consumer awareness and interest, providing information and
consultation, facilitating two way communications with customers throung email
and chat rooms, stimulating product trial, enabling customers to place orders, and
measuring the effectiveness of specific advertising or promotional campaigns.
A sticky site is:
High in quality content
Easy to use
Quick to download
RITZ CARLTON REWARDS
Search engine advertising
Hotel photo promotion
Traditional marketing channels:
These communication elements typically used to help
company create a distinctive position in market and reach
Advertising often is the first point of contact between service
marketers and their customers, serving to build awareness, inform,
persuade, and remind.
Marketers are trying to be more creative with their advertising to
allow their messages to be more effective. Some advertisers stand
out by employing striking designs or a distinctively different
The Ritz Carlton Mega Kuningan Hotel has routinely use social
media in order to promote their product .
The social media was chosen by the management because of these
day the customer whenever they went to the hotel in the end they
will spread or sharing the experience they got to the most terrific
RITZ-CARLTON ON FACEBOOK
Highlight photos and videos uploaded by customers and employees
Exquisite views and luxurious offerings from every location
Key information updated by Ritz-Carlton Hotel Company, LLC.
Display messages and status’ from current and future guests
Contact information for reservations, brand news, company
Ritz-Carlton on Facebook
LET US STAY WITH YOU
RITZ-CARLTON ON TWITTER
Tweeting for the luxury traveler from 77 hotels and resorts
around the globe
Pursuing the images and unique characteristics of each hotel
Tweeted pictures, videos, and updates from our loyal customers
Sharing the distinct qualities of our core value with customers:
luxury at its finest
Ritz-Carlton on Twitter
A PICTURE IS WORTH A THOUSAND WORDS
USING PINTEREST TO ENGAGE CONSUMERS IN AN EXCITING SHOWCASE
OF OUR LOCATIONS
Employ a single brand presence to curate experiences and
Incorporate high-quality, rich media that amplifies valuable
content to the customer
Exhibit the wishes and dreams of potential guests on our boards
Ritz-Carlton on Pinterest
PROMOTIONAL CONTEST WITH
Partner with photo sharing application, Instagram, to
promote customer experiences and lifestyles
Enter contest by sending in your opaque-tinted photo of your
adventure at a Ritz-Carlton resort
Winners will be announced every month for the calendar year
Prize: Free weekend stay at your choice of Ritz-Carlton hotel
or resort, airfare included
Upload to Ritz-Carlton Facebook page or Twitter under: RitzCarlton Instagram Guest Experience
Use promotion to gain more customer exposure, and
continue to display our promise of an outstanding
experience with every stay
Act as strategic partners, and
help build our brand
Real-time information from
sentiment on our brand, and
High-level metrics: mention
volume, topical affinity, and
where to spend advertising
Proper development of
campaign content by
enriching social media
1. Ritz-Carlton Instagram
2. Ritz-Carlton contest
3. Luxury hotels
4. Hotel photo promotion
INTERPERSONAL ENCOUNTERS IN WHICH
EFFORTS ARE MADE TO EDUCATE CUSTOMERS
AND PROMOTE PREFERENCE FOR A PARTICULAR
BRAND OR PRODUCT ARE REFERRED TO AS
The Ritz Carlton Jakarta Mega kuningan do sales call everyday to the
The data based they took from many sources such as :
The business card of the guest which ever stayed with,
The data of Mystique Membership’s guest
Data of clients who ever make an events
The following step after get the data based from the respective department
Sales person call the candidate guest from the data collected, They did
regulary with minimum 5 coorporate target everyday.( do sales call 3
times or 4 times a week) ( Target :Business and individu )
After the customer interested,Sales person create the appointment to
meet and give some short brief introduction about the hotel itself.
Then closing the sales ended with giving the merchandise such as
pen,bag,dining voucher or If the booker feel interested usually we gave
them trial stayed to enjoy the hotel as a part of business promotion.
Last ,Following up,update Hotel Newsletter and another promotion
through our distribution channel either electronic or printed media
,telephone, sms, email.or fax.
Public relations involves efforts to stimulate
positive interest in an organization and its products
by sending out news releases, holding press
conferences, staging special events, and
sponsoring newsworthy activities put on by third
parties. A basic element in public relations strategy
is the preparation and distribution.
Let us stay with you
Why we chose to stay with current slogan:
Recently changed, revamped entire marketing efforts
Sales have gone up in the past year
Has brought success for the organization
We believe in this slogan
Want it become well-known with the brand
Goes along with our IMC: Experience is worth more
Mailings, email, and text messaging. These channels offer
the potential to send personalized messages to highly
New York Times
Wall Street Journal
Sales promotion usually are specific to a
time period, price, or customer group;
sometimes all three. The objective is to
accelerate the purchasing decision or
motivate customers to use a specific
service sooner, in greater volume with
each purchase, or more frequently.
Giving the special rate for the guest who has BCA, permata credit card .
That means hotel do some affiliation with some bank in Jakarta. This
promotion usually only valid in week end and can not be used on
Invite guest to join Ritz Carlton mystique membership with only pay IDR 2.800.000. They
can have complimentary at grand room or Mayfair suite and they will get another
promotion at food and beverage.Then give 25 % disc from rack rate for the guest,
Give 20% discount for Fitness membership at RItz carlton
Give 15% discount from benchmark rate for week end
In the business to business marketplace, trade shows are a
popular form of publicity that also includes important personal
selling opportunities. Trade shows stimulate extensive media
coverage and offer business customers an opportunity to find out
about the latest offerings from a wide array of suppliers in the
field. Trade shows can be very productive promotional tools,
because they are among the few opportunities in which large
numbers of prospective buyers come to the marketer rather than
the other way around.
Internet communication channels include firm’s website &
Development in Internet technology are driving
innovations such as permission marketing and exciting
possibilities of highly targeted online advertising
New media communications blue line between impersonal
and personal communication (youtube, social networks, &
Service firms usually control service delivery channels and
point of sale environment that offers them cost effective
ways of reaching their current customers.
When designing their communication strategy, firms need to
bear in mind ethical and privacy issues in terms of promises
made, instrusion into private lives, and protecting the privacy
and personal data of customers and prospects.
Most powerful messages about a company and its services
originate from outside the organization and are not
controlled by the marketer (word of mouth, blogs, twitter,
social media, & coverage in traditional media).
Recommendations from other customers generally are
viewed as more credible than firminiated communications
and are sought by prospects, especially for high risk
Firms can stimulate word of mouth from its customers
through a number of means including creating exciting
promotions, refferal incentive programs, and referencing
customers that are increasingly shifted to the online
THE ROLE OF
Corporate design is key to achieving a unified image in
Good corporate design uses a unified and distinctive visual
appearance for tangible elements including all market
communications mix elements, stationary, retail signage,
uniforms, vehicles, equipment, and building interiors.
With so many channels delivering messages to customers
and prospects, it becomes crucial for firms to adopt the
concept of integrated marketing communications (IMC).