C onsultancy service service marketing


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C onsultancy service service marketing

  1. 1. Consultancy Services Marketing Your company namePrepared by :Abhishek SasanMunish Arora
  2. 2. Marketing of Consultancy ServicesConsultancy is an act of being a consultant who is a professional who provides professional or expert advice in a particular area.Consultancy services fall towards the extreme right in service continuum where the intangible dominant is high. Marketing of Consultancy services consist of following features: 1. Intangibility 2. It can’t be stored 3. Variation in standard delivery 4. Perception of performance standards
  3. 3. Significance for Marketing of ManagementConsultancy Services  Many management consultants seeks to emulate more established professionals.  Indian management consultant is dependent for a livelihood on fees.  Projects are the main source of income for individuals and firms doing management consulting.
  4. 4. Capabilities of Management Consultancy Market knowledge and capability Consulting competencies Consulting skills, behavior and ethics Interpersonal and communication skills Ability to work in a fast paced environment
  5. 5. Following questions must be asked by themanagement consultants themselves asfollows:  Which clients really want from us?  What is the client’s satisfaction level we are creating?  What is our professionalism’s level?  How we do project ourselves to our clients?  What steps must we take to improve our quality of services
  6. 6. Evolution of a Marketing Strategy Product planning— a. Consultancy specialization is a product b. Problem solving is another product c. Technique based products d. Process-oriented approach is a product Market segmentation Positioning strategy for marketability Organization of marketing function Sales promotion and code of ethics
  7. 7. Criteria for choosing marketing methods Define the long-term and short-term objectives Determine strengths in terms of expertise Conduct market research for segmenting the market. Evolve a marketing plan and organize the marketing function. Select sales promotional methods Implementing the marketing plan.
  8. 8. Service Delivery Models
  9. 9. The Biggest Consulting Firms• Accenture (IT, Operations, HRM)• Cap Gemini (IT, Operations)• CSC (IT, Operations)• IBM BCS (IT)• PWC (IT, Operations, HRM)• KPMG / Bearing Point (IT, Operations)• Deloitte (IT, Operations)• McKinsey & Co. (Strategy, Operations)• BAH (Strategy, Operations)• Mercer (Strategy, HRM)• Anderson (Operations)• A. T Kearney (Strategy, HRM)• Monitor (Strategy)• BCG (Strategy)• A.D. Little (Strategy)• Bain & Co. (Strategy)
  10. 10. Segmentation• Industry – Telcos - Health – Digital Media - Manufacturing – Finance & Banking - FMCG& Retail – Utilities - Transportation• Function – Strategy - HRM – Operations - IT (incl. e-business)• Sector – Non-profit – Public – Private
  11. 11. A Consulting Typology Strategy Consultants Oliver Sapient Diamond McKinsey Wyman A.T. Kearney ScientService providers Software / Utilities Deloitte Providers EDS PwC Accenture CSC IBM Technology Providers
  12. 12. The Consulting Life-cycleInitial Contact Definition Proposal & Contract Data Collection Data Review Analysis Disengaging Decision-making, Intervention Planning
  13. 13. Five basic principles of consulting• Focus on the Relationship: Understanding the personality and expectations of client, client organization and all other stakeholders• Clearly Defined Role: Defined roles and responsibilities for both clients, other stakeholders and consulting team• Visualize Success: Helping the client see the end at the beginning• You Advise, They Decide: Client is the best person to decide• Be Oriented Towards Results: Ensuring that the solution addresses end user concerns, user training, implementation and maintenance constraints
  14. 14. Consulting skills and tools• Consulting organizations that use holistic and structured tools rather than rely on simple process are more likely to provide clients with a rounded and appropriate review. The Business Improvement Review is one such tool. It is holistic in that it looks at all of the PRIMO-F factors:• People• Resources• Ideas and Innovation• Marketing• Operations• Finance
  15. 15. Porter’s 5 Forces in the Consulting Industry POTENTIAL ENTRANTS New single or small New single or small consultants consultants Low barriers of entry BUYER’S POWER COMPETITIVE RIVALRYSUPPLIER’S POWER No switching costs Increasing because of No switching costs Clients seek for Increasing because of New compensation Clients seek for economic situation, new New compensationintegrated solutions economic situation, new systems competitors and systems integrated solutions Make consultants partly competitors and Make consultants partly continuous changes bear the risk continuous changes bear the risk SUBSTITUTES IT-& Technology- IT-& Technology- companies companies Inhouse-Consultancies
  16. 16. 7 principles for marketing consulting services:1. Regard the clients’ needs and requirements as the focal pointof allmarketing!2. Remember that every client is unique!3. Don’t misrepresent yourself!4. Don’t oversell!5. Refrain from denigrating other consultants!6. Never forget that you are marketing a professional service7. Aim at an equally high professional performance in marketingandin execution
  17. 17. The Services Marketing Triangle Company (Management) Internal External Marketing Marketing“enabling the “setting thepromise” promise”Employees Interactive Marketing Customers “delivering the promise”
  18. 18. RELATION BUILDING1.Regard the clients’ needs and requirements as thefocal point of allmarketing!2. Remember that every client is unique!3. Don’t misrepresent yourself!4. Don’t oversell!5. Refrain from denigrating other consultants!6. Never forget that you are marketing a professionalservice7. Aim at an equally high professional performance inmarketing andin execution
  19. 19. 7 P’s
  20. 20. Traditional Marketing Mix• All elements within the control of the firm that communicate the firm’s capabilities and image to customers or that influence customer satisfaction with the firm’s product and services:  Product  Price  Place  Promotion
  21. 21. Product
  22. 22. Price The price is highly dependent on the case-size. It is obvious that a small case involves fewer consultants and needs lesser time than a case for a global company undertaken in several countries during a longer space of time. Nowadays exists also the opportunity that consultancies ‘take over’ clients businesses. Deutsche Bank for instant outsourced its data processing service centre in Heidelberg (Germany), which is now managed by CSC (Computer Science Corporation). Both, Deutsche Bank and CSC share a profit equally
  23. 23. Tangibility Spectrum Salt  Soft Drinks  Detergents  Automobiles  Cosmetics Fast-food  Outlets  Intangible DominantTangibleDominant  Fast-food Outlets   Advertising Agencies Airlines   Investment Management  Consulting Teaching
  24. 24. Expanded Marketing Mix for ServicesPRODUCT PLACE PROMOTION PRICEPhysical good Channel type Promotion Flexibilityfeatures blendQuality level Exposure Salespeople Price levelAccessories Intermediaries Advertising TermsPackaging Outlet location Sales Differentiation promotionWarranties Transportation Publicity AllowancesProduct lines StorageBranding
  25. 25. Expanded Marketing Mix for Services PEOPLE PHYSICAL PROCESS EVIDENCEEmployees Facility design Flow of activitiesCustomers Equipment Number of stepsCommunicating Signage Level of customerculture and values involvementEmployee research Employee dress Other tangibles