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Service Marketing

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Hypothetical Service Product & Aspect
Service Product Name
Core Product & Supplementary Services
Brand Equity
Service Product Logo & Tag Line
Flow Model Of Distribution
Distribution Of Core Services & Supplementary Services
Distribution Options for Serving Customers
Places of Service Delivery
Positioning Classification
Strategy Adopted
Re – Positioning & Copy Positioning
Slogan Positioning
Physical Evidence
Promotion
Pricing
Level of Customer Satisfaction
Jay customers disrupting the service process
People
Gap Analysis

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Service Marketing

  1. 1. SSERVICEERVICE MMARKETINGARKETING Submitted ToSubmitted To : Prof. Sangeeta Trott: Prof. Sangeeta Trott Submitted By : Preeti Yadav (19)Submitted By : Preeti Yadav (19) Vinay Chande (07)Vinay Chande (07) Batch (2011-13)Batch (2011-13) ITM-SIA BUSINESS SCHOOLITM-SIA BUSINESS SCHOOL
  2. 2. CONTENTCONTENT Hypothetical Service Product & Aspect Service Product Name Core Product & Supplementary Services Brand Equity Service Product Logo & Tag Line Flow Model Of Distribution Distribution Of Core Services & Supplementary Services Distribution Options for Serving Customers Places of Service Delivery Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing
  3. 3. CONTENT contd…CONTENT contd… Positioning Classification Strategy Adopted Re – Positioning & Copy Positioning Slogan Positioning Physical Evidence Promotion Pricing Level of Customer Satisfaction Jaycustomers disrupting the service process People Gap Analysis Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing
  4. 4. HYPOTHETICAL SERVICE PRODUCTHYPOTHETICAL SERVICE PRODUCT && ASPECTASPECT At SUBH SANSKRITI, we believe that marriage preparation helps couples achieve the marital success they expect to experience. The Service product is the solution for the trans-cultural couples who are getting married. This Service product will be offering the training and assistance for bridging the cultural gaps as - ideas, styles, religions, ethics,ideas, styles, religions, ethics, food, languagesfood, languages etc. whether within a single culture or from one culture to another. To that end, we are committed to offering you the very best in trans-cultural pre marriage training programs. Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing
  5. 5. Our goal is to partner with new trans - cultural couples to help their marriages start out well. We believe that a good start helps set a precedent that will last a life time. To that end, a trained and passionate mentor will be assigned to each newlywed couple to help them walk through the marriage preparation process and the first year of marriage. We are providing the training for both bride and groom for learning the culture into which they are getting married. HYPOTHETICAL SERVICE PRODUCTHYPOTHETICAL SERVICE PRODUCT && ASPECT Contd…ASPECT Contd… Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing
  6. 6. CORE SERVICE PRODUCTCORE SERVICE PRODUCT && SUPPLIMENTARY SERVICESSUPPLIMENTARY SERVICES CORE SERVICE PRODUCT :CORE SERVICE PRODUCT : Providing trans-cultural pre marriage training programs to the trans - cultural couples for bridging the gap of cultural differences and giving good start to their married life. SUPPLIMENTARY SERVICES :SUPPLIMENTARY SERVICES : CONTENTS OF PROGRAM PACKAGES DURATION SUPPLIMENTARY Food Preparation Sliver 2 Weeks – 1 Month Free Session From Cookery Classes Learning Dressing Styles Gold 1 Month – 3 Months Pre-bridal Packages From LAKME SALON About Festivals Platinum 3 Months – 6 Months Wedding Planner Session Language Learning Tips For Special Traditional Events Traditional Tips Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing
  7. 7. SERVICE PRODUCT NAMESERVICE PRODUCT NAME “SHUBH SANSKRiTi” “Rishton Ki Shuruwaat Sanskaro Se…” ““ TAGLINE ”TAGLINE ” Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing
  8. 8. Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing
  9. 9.  Through Advertisement on - Matrimonial websites Social Networking sites Newspapers Magazines – column Television / Radio In Theaters between Movie Interval Word of Mouth Partnership with Wedding Planners so that they can suggest our services. BRAND AWARENESSBRAND AWARENESS Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing
  10. 10.  The very popular newly wed celebrities Saif Ali Khan and Kareena Kapoor as a brand ambassador for this service product. BRAND ASSOCIATIONBRAND ASSOCIATION Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing
  11. 11. Information And Promotion Flow – Matrimonial websites Social Networking sites Newspapers Magazines – columns Television / Radio In Theaters between Movie Interval Partnership with Wedding Planners FLOW MODEL OF DISTRIBUTIONFLOW MODEL OF DISTRIBUTION Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing
  12. 12. Negotiation Flow – RSS Feeds Column Regulators in Magazines In-House demonstrations by Sales executives Product Flow – Training Centers Video Conferencing In-House Training FLOW MODEL OF DISTRIBUTIONFLOW MODEL OF DISTRIBUTION ContdContd…… Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing
  13. 13. CORE SERVICE DISTRIBUTION – Physical delivery at Training Centers or at Home. Course Material – Digital And Printed Documents. Through e- Learning Through Instructor - led Training SUPLLEMENTARY SERVICES DISTRIBUTION – Supplementary services will be distributed in the form of gift vouchers and some are outsourced. DISTRIBUTION OF CORE SERVICEDISTRIBUTION OF CORE SERVICE && SUPPLEMENTAY SERVICESSUPPLEMENTAY SERVICES Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing
  14. 14. Ministores- For Physical service delivery, we will be having our small training centers in different locations of the city for providing the convenience to our customers. Also, our professional trainers can provide the service for the customer ease at their home for those who don’t have time to come to training centers. For e – Learning, through our website www.subahsanskriti.com Through videos available on website Through the reading material available on website PLACES OF SERVICE DELIVERYPLACES OF SERVICE DELIVERY Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing
  15. 15. At Training Centers and At Home - Service availability Time will be 9a.m. – 9p.m. Days: Tuesday – Sunday, Monday will be rest day. Training will be in slots i.e. At Website – 24/7 service — 24 hours a day, 7 days a week TIME OF SERVICE DELIVERYTIME OF SERVICE DELIVERY Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing SLOTS TIMINGS Morning 9:00a.m – 12:00 p.m. Afternoon 12:00 p.m. – 3:00 p.m. Early Evening 3:00 p.m. – 6:00 p.m. Late evening 6:00 p.m. – 9:00 p.m.
  16. 16. Positioning Classification - Our service is positioned as a service for special occasion. Strategy Adopted Based On Breadth Of Service Offering & Number Of Market Served Is – “Fully focused” as initially our target customers are from big cities like Mumbai, Delhi, Kolkata, Chennai , Ahmedabad and Punjab. Customers who want to start their married life with full preparation to add more happiness. POSTIONINGPOSTIONING Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing
  17. 17. Our service is just like a new born baby to this world, which has to go a long way to make a strong position in the market and in the mind of our customers. Therefore, changes are not required at this stage, hence current positioning as “Special Occasions” carried forward. RE - POSTIONINGRE - POSTIONING Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing
  18. 18. Copy Positioning is not required as our Product Service is already unique in nature and there is no competition in market till date. Slogan Positioning- “Rishton Ki Shuruwaat Sanskaro Se…” IS COPY POSTIONINGIS COPY POSTIONING REQUIRED?REQUIRED? Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing
  19. 19.  Message-creating medium -  Our logo and Slogan communicates well to the intended audience about the distinctive nature and quality of the service experience.  Attention-creating medium – To make out servicescape stand out from that of competing establishments and to attract customers we have designed our servicescape in the form of Royal King’s fort.  Customers will get their specific training with the real feel of home.  For example- Royal kitchen where they can feel home environment and their cooking training, etc  Effect-creating medium –  Use of vibrant bright dark colors which symbolizes happiness, occasion, festivals. Like Red, pink, orange… CRAFTING THE SERVICECRAFTING THE SERVICE ENVIRONMENTENVIRONMENT Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing
  20. 20.  AMBIENT CONDITIONS: • Temperature – Medium Depends on whether outside the centre. • Music – Traditional instrumental , slow beat music with softer volume. • Scent – Use of nice fragrance which help customers in toning and stimulating, calming, balancing their energy levels and emotions. ( Like White tea fragrance, clove, jasmine and lavender) • Color – Color is “stimulating, calming, expressive, disturbing, impressional, cultural symbolic. Will add Red, Orange, yellow and Pink color to our service centre. • Will surround the service centre with plants to add the nature look. DIMENSIONS OF THE SERVICEDIMENSIONS OF THE SERVICE ENVIRONMENTENVIRONMENT Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing
  21. 21. PRICING APPROACHPRICING APPROACH • Cost-based Pricing & Value based Pricing- Pricing relative to financial costs & Activities selected- •Major cost include fees of the coach, rent of the premises. Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing
  22. 22. STRATEGY TO INCREASESTRATEGY TO INCREASE NET VALUENET VALUE • Strategy 1- – Enhance gross value, benefits delivered: Our products come with added value benefits like free other service packages which is supplement & useful for the main occasion. • Strategy 2- – Reducing the Total outlay of the customers: We have reduced the time of the customer by reaching to the place of his convenience for making him understand the service. Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing
  23. 23. REVENUE MAXIMIZINGREVENUE MAXIMIZING STRATEGYSTRATEGY • Different price buckets based on price sensitivity to • Different usage times-crash course or full time course • Flexibility-door step or classroom • Selecting the contents of the course for learning based on the package of activities selected. Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing
  24. 24. FAIR DESIGN OF REVENUEFAIR DESIGN OF REVENUE MANAGEMENTMANAGEMENT • Simple pricing Schedules based on the type of course selected. • No hidden charges. • Less terms and conditions when in contract for service. Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing
  25. 25. PRICING STRATEGIESPRICING STRATEGIES • How much to charge? – We have used 80 % costing based & 20 % value based pricing combination as we have highly differentiated service and there are no competitors in market. • What basis for pricing? • Different usage times-crash course or full time course • Flexibility-door step or classroom • Selecting the contents of the course for learning based on the package of activities selected. Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing
  26. 26. PRICING STRATEGIESPRICING STRATEGIES •Who should collect payment? – Collected by client relationship manager. •When should payment be made? – 50% in advance and 50% post completion. •How should payment be made? – We have direct channels of payment such as direct cash, online directly in the name of the organization. Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing
  27. 27. PRICING STRATEGIESPRICING STRATEGIES • How to communicate prices? – Since prices are different for different services they will be communicated by the relationship manager at the time of the first meet. – We also have fees calculator by name “shagun calculator” which quotes different prices for each package of service. Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing
  28. 28. LEVEL OF CUSTOMER PARTICIPATION – High — Customer works actively with provider to co-produce the service - Service cannot be created without customer’s active participation. - Customer can jeopardize quality of service outcome. Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing
  29. 29. TYPES OF JAYCUSTOMERS • The Belligerent • Family Feuders and Vandals • The Deadbeat Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing
  30. 30. PEOPLE • Backstage – • Website managing Staff • Cash and customer account management staff • Admin and facility management staff • Product Development Staff • Frontline – • Trainers • Counsellor • Business Development Staff • Tele Callers Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing
  31. 31. PEOPLE • Line OF Difference – • Qualification • Work area • Field of expertise • Boundary Spanning Roles- • Delight Customers • Be fast and efficient in executing operational staff • Upselling Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing
  32. 32. LEVELS OF EMPLOYEE INVOLVEMENT • Suggestion Involvement • Employee recommendation • Job Involvement • Employees retrained, supervisors reoriented to facilitate performance. • High Involvement • Information is shared • Employees skilled in teamwork, problem solving etc. Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing
  33. 33. GAP ANALYSIS • Gap 5 • Difference between expected and perceived quality Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing
  34. 34. THANKYOU

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