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Marketing - Unitedworld School of Business


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Marketing - Unitedworld School of Business

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  2. 2. What is Service ?“Service is the part of product or full product for which customeris willing to see value and pay for it.”
  3. 3. InseparabilityAutonomyVariabilityPerishablesIntangibility
  4. 4. Internal Marketing External MarketingInteractive Marketing•Vertical Communication•Horizontal Communication•Advertising•Sales Promotion•Public Relation•Direct Marketing•Personal Selling•Customer Service Center•Service Encounters•Services cape
  5. 5. Product Marketing MixServicesMarketingMixProduct PricePromotionPlacePeople ProcessPhysical Evidence
  6. 6. Product/ServicePricePlacePromotionProminently Apollo is known best for heart problems and Knee andHip replacement surgeries besides other major ailments. OtherServices – Heart, Orthopedics, Spine, Cancer Care,Gastroenterology, Neurosciences, Nephrology … etc.The hospital is priced premium and it can afford to do the samebecause of its position and its assurance as well as the reliabilityon the brand of Apollo hospitals. Thus a patient is reassured ofhis well being.It is located in 15 different places across India and overseaswhich include Ahmadabad, Aragonda, Bangalore, Bhubaneswar,Bilaspur, Chennai, Delhi, Hyderabad, Kakinata, Kolkata, Madurai,Mauritius, Mysore Noida.Apollo promotes itself through the Community Initiatives viaSACH – Save a Childs HeartCURE – Extends preventive as well as rehabilitative cancertreatment to the economically backward.SAHI – Society to Aid the Hearing Impaired
  7. 7. PeopleProcessPhysicalEvidenceCurrently engages more than 19,000 doctors, nurses, paramedics,clinical staff and management professionals to manage over 8500beds across 53 hospitals in India and abroad.•The largest achievement of the Apollo Group has been to takequality health care to across the length and breadth of India.•It has been a major player in scripting the medical landscape ofthe nation. This is primarily because the group has continuouslybeen at the helm of several game-changing innovations in Indianhealth care.•Apollo hospitals is NABH, NABL accredited and also has ISO9002 award.•Apollo Hospital has been know for its quality health careservices, at much affordable price.•Provides the services for all the ailments & diseases, assuringthe healthy recovery with quality care from the staff.•Apollo Hospitals conducts a rigo.
  8. 8. Product Serviceproduct marketing involvesmarketing for tangiblegoods, tangible goods arethose goods which can beseen.service marketing isintangible because it involvesservices and services cannotbe seen and that is why theyare intangible.product marketing same forall the personsService marketing differsfrom person to person.It can be done in bulk.It is done on an individualbasis.Product sales doesn’trequire maintainingcontinuous relation withcustomers.It requires great effort atthe time of selling whileservice sales requiresmaintaining continuousrelation with the customers, because services are to beprovided continuouslywhich is not the case withproduct.Examples : - sales for goodssuch as soap , electronicitems , industrial products… etc.Examples : - Insuranceselling , banks relationshipmarketing … etc.
  9. 9. Product ServiceProductPricePromotionPlaceProductPricePromotionPlacePeopleProcessPhysical Evidence
  10. 10. Coca cola Nakuri.comP’sProductThe company has the widest portfolio in beverageindustry comprising of 3300 products. Beverages aredivided into diet category, 100% fruit juices, fruitdrinks, water, energy drinks, tea and coffee etc. Asper Nielson’s data, Coca cola is the No.1 brand insparkling beverages, juice, and retail packaged waterin 2010. Coca cola has its market presence around200 countries. Coca cola brands in India are Fanta,Maaza, Limca, sprite, Thums up, Minute Maid,Nimbu fresh, Nested iced tea etc.ProductMajor product is RESDEX which is mainly the completeresume database of Besides also provides online branding solutions. ItsResume writing services for job seekers is renowned.PriceDue to the availability of wide range products thepricing is done according to the market andgeographic segment. Each sub-brand of coca cola hasdifferent pricing strategy. Their pricing strategy isbased on the competitors pricing, Pepsi is the directcompetitor to coke. Beverage market is said to be aoligopoly market (few sellers and large buyers), hencethey form into cartel contract to ensure a mutualbalance in pricing between the sellers.PriceIt is a premium priced portal with its yearly RESDEXcosting 2 laths and its yearly job postings costing 85000.The branding solutions too are priced high with eachbrand logo (depending on size) costing anywhere from15 lakhs to 1 corer)
  11. 11. PlaceCoca cola is the world’s most favorite brand and isavailable all over the world. The distribution system ofcoca cola follows the FMCG distribution pattern. Theeffective distribution network of coke has almost erodedthe small and middle level players in the market. In Indiathey have captured even the rural market by extensivedistribution and have eroded the market share ofBovonto, Kalimark has its presence in numerous countries but themajor buying and after sales service happens online. Thesales force of too is widely dispersed andefficiently utilized in giving demonstrations to clients,acquisitions and after sales service. The Magazine is present in major cities and uses traditionalprint media distribution channels.PromotionCoca cola adopts various advertising and promotionalstrategies to create an increased demand in the marketby associating with life style and behaviour and mainlytargeting value based advertising. You are more likely tosee a coke ad individualised for a particular festival or inwith a general positive message. Coca cola uses CSR asits marketing tool to gain emotional benefits inconsumers mind. The current promotions through CSRinclude “Support my school” campaign with NDTV. Ithas many brand ambassadors like Shahrukh khan,Hrithik Roshan, South Indian Actor Vijay and Trisha ,Ghambir, Aamir khan etc and has signed contractrecently with Imran khan. It allows price discounts andallowances to distributors and retailers in order to pushmore products into the market.PromotionsIt has intermediate presence in Television media and printmedia, but Excellent presence in online media. It also usespromotional techniques – arranging local level job fairs, orother branding techniques to increase awareness.Promotions are one of the major reason because of has such a high CV acquisition cost.
  12. 12. is categorized as one of the best places to work. It has above 400 Peopleworking for it. Majority of employees work towards the sales and after sales services ofthe product. It provides great incentives which are sales based. People are known to behighly involved; with the CEO, marketing and sales head known for spending days onfield.ProcessThe process starts from the job seeker logging onto the site and depositing his CV. Alarge depository of CV’s is generated. This Resume database is password protected andthe data is then sold to corporate, recruitment firms online or through personal visits /sales calls. There are numerous Branding options also available on site and these canalso be sold. The sales force is mainly involved in selling, as well as after sales services.Physical EvidenceIn case of dotcom portals, physical evidence refers to the site design as well as userexperience, both of which are found to be excellent in case of for both jobseekers as well as recruiters. Navigation on is one of the best on the internetconsidering the amount of information available on the website. It also has one of thebest E- commerce websites.3 Additional p’s for
  13. 13. Thank youThank You