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Accelerating Demand: The Three Ps of Services Marketing
 

Accelerating Demand: The Three Ps of Services Marketing

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Presented by Narasimhan (Nash) Tupil - Marketing Director, HP Enterprise Group at Paul Writer's Great Indian Marketing Summit - IT Edition, 1 Feb, 2013, Bangalore ...

Presented by Narasimhan (Nash) Tupil - Marketing Director, HP Enterprise Group at Paul Writer's Great Indian Marketing Summit - IT Edition, 1 Feb, 2013, Bangalore
webcast of the session available at http://www.24framesdigital.com/paulwriter/webcast/010213/in.asp

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    Accelerating Demand: The Three Ps of Services Marketing Accelerating Demand: The Three Ps of Services Marketing Presentation Transcript

    • Accelerating demand using3P approachNash Narasimhan TupilMarketing Director, Enterprise Group.Hewlett Packard, Asia Pacific & Japan© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Three great quotations for services marketersIn the factory we make cosmetics. In the store we sell hope.- Charles Revson, Founder Revlon Inc Marketing of Intangibles is keyPeople don’t want to buy a quarter-inch drill. They want a quarter-inch hole.-Theodore Levitt, HBS Marketing Professor Business outcomes matterMarketing is too important to be left to the marketing department.- David Packard, Co-founder, Hewlett-Packard Everyone has a role in marketing.2 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Intangibles are key to services marketing Successful companies, use goods as props and services as the stage , to create experiences that engage customers in an inherently personal way . - Pine and Gilmore, The Experience Economy Intangible elements dominant Nursing/ Teaching Services / Consulting Perfume Software Restaurant Server, Storage PC/ Printer Automobile Calculator Salt Tangible elements dominant As you know, Services are Intangible, Perishable and Heterogeneous. 3 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • How do you accelerate demand for these services?Cloud consulting servicesDatacenter transformation service Multinational bankMission critical support services Large oil companyNetwork & Security services Public sector enterpriseUnified communication servicesApplication transformation servicesBusiness intelligence services4 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Services led customer approach• Understand customer business environment•Understand outcomes that matter to customer• Does it help Grow business, Reduce Cost or Mitigate Risk• Does this help customer’s customer• Share the vision, time-frame, deliverables & ROI• End-to-end ownership.• Complete solution with partnerships.5 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Three P’s of service marketing7 P’s of service marketing are :• Product, Price, Place, Promotion and• Extra 3P’s for People, Process and ProofPeople: Service quality is directly proportional to employee satisfaction. Satisfiedpeople produce satisfied customers. Showcase your people.Process: Last experience remains uppermost in customers mind. Need to beconsistently good, through process excellence. Showcase process.Proof : A satisfied customer who can speak for you is the best marketing strategy.Showcase proof..6 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • HP Humanity campaign (Showcasing people) LinkedIn Blogs New Twitter media PR 1. HP TS Experts SweepstakesFacebook SEM/SEO 2. Facebook IT Personality Quiz Meet The Experts Micro site 7 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • HP India Network University 2012 (Showcasing People)•Prof S.Sadagopan, Director IIIT, Bangalore•Dr. YLR Moorthi, Indian Institute of Management, Bangalore•Prof H Krishnamurthy, Principal Scientist, SERC, IISc Bangalore•Dr. Viswanath Poosala, Head of Bell Labs India, Alcatel-Lucent•Dr.Bala V. Balachandran - J. L. Kellogg Distinguished Professor (Emeritus in service),Northwestern University, Illinois, USA Prof. Sadagopn, Roger Lee and Micheal Yu lighting the lamp – a Dr. Kashi being felicetated by•Dr. Ramanujan Kashi, Senior Research Scientist, Multimedia tradition to start on an auspicious note Nash Tupil. Technologies Research, Avaya•Dr. Ravindran, CEO, eGovernance, Govt of Karnataka• Host of HP WW & APJ experts on Security, iPV6, UC&C etc•Experts from Microsoft, Avaya, Alcatel-Lucent, Tipping Point Dr. Ravindran felicitating Prof Mr.Biswanath Bhattacharya University Session H Krishnamurthy felicitating Dr. Bala 8 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Showcasing Process & Partnerships (POC Lab) HP Networking Consulting & Services Airtel, Riverbed, Rad Intelligent HP TS & (DSM, Javi) ware, Building UC&CMobility & Niche Solutions Contact Security Center Schneider, Corning, Leviton, Comscope Telco Alcatel– Tipping Point, Alcatel- Polycom, Microsoft, Lucent, F5, ACME CheckPoint, Trend Lucent, Avaya Avaya 9 Packets micro, Symantec © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Showcasing ProofChina FSI Customer 1X1 Account India Network Services Whitepaper SPAC Video Case study on Datacenter servicesCentric Workshop Japan Cloud Computing Services Korea Media round table for Customer event Technology Services HK Press Write-up on Unified Communication10 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Summary: Using 3P approach to accelerating demandAccount or domain focused marketing working with sales & delivery team Everyone has a role in marketing.Showcase people expertise – through seminars, workshops, events, expert speak Marketing of Intangibles is keyShowcase process – ITSM Process, MC Simulation, Call Center Visits, POC with partners.Show Proof – Case Studies, Demo Videos, Customer Testimonials, References. Focus on business outcomesInfluencer Mktg – Briefing Analysts & Press, writing articles, doing media interviews.11 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Thank youFeedback & Questions© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.