Service Offer


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Service Marketing

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Service Offer

  1. 1. 03/07/2012 1
  2. 2. Service Offer ►A service means an idea or a good that involves a mix of tangible and intangible elements, which aims to satisfy the consumers. ► A Service package is a bundle of features and benefits relevant to specific target market.03/07/2012 2
  3. 3. Service Product Level Different levels at which product offers certain benefits that satisfy the customer needs i.e. Core level Potential Product (Basic benefits) Actual level Augmented (Design, quality, Packaging, Product Brand name) Augmented level Actual Product (Warranty, installation, delivery, customer service) Potential level (customized service Core Product features like hairstyling, signatures)03/07/2012 3
  4. 4. Level1:Core Benefits. ► The core benefit of any Potential Product product is to satisfy the Augmente basic needs of a d Product customer. Actual Product ► For example, when a customer hires the services of a tax consultant, he Core Product expects the consultant to calculate the tax to be paid on his income.03/07/2012 4
  5. 5. Level 2 Actual Product: ► The tangible aspects like brand name, features, design, quality etc, are attached to the services, Potential Product along with service, constitute the actual service offering. Augmente ► For example, when a company d Product hires the services of a reputed Actual consultant like Mckinsey, the Product quality, some special features and design, and the brand name Core accompany the core service of Product consultation. ► The strategy at this level involves organizations branding, adding features and benefits to ensure that their product offers a differential advantage from their competitors.03/07/2012 5
  6. 6. Level 3: Augmented Product: ► The intangible aspects that support a service constitute the augmented product along with the actual Potential Product product. ► These are developed around the Augmente d Product actual and core products to satisfy the customer like: after sales Actual service, warranty, delivery and Product installation so on. ► Marketers differentiates their Core services with the help of augmented Product product. ► For example, when a customer hires the services of a caterer, apart from food, the caterer takes care of decorating the dining hall, inviting the guests and serving them well.03/07/2012 6
  7. 7. Level 4: Potential Product: ► The features or benefits that can be added and which would be of value to the customers contribute Potential Product to the potential product. ► This scope for adding more Augmente d Product benefits or features, provides an opportunity for marketers to Actual redefine their products by Product extending the present offerings and thus attracting new Core customers. Product ► For example, A parlour can enable customers to choose their personalized hairstyle with the help of new technology by superimposing various hairstyles on the self image of a customer.03/07/2012 7
  8. 8. Activity 1 ► Choose a service company with which you are familiar and show how services marketing applies specific to a product? Duration 5 minutes03/07/2012 8
  9. 9. Thank you03/07/2012 9