ServiceFirstdoc

Shruti Waikos
ProjectTrainee
Chetana’sR.KInstitute of ManagementandResearch.
Table of Content
Introduction
Executive Summary
Global service organizations realize that service innovation and enabling superior
customer experience will drive sustainability and future marketplace success. Service
is now recognized as a competitive differentiator and a critical driver for high profit,
high growth business. Are you ready for this next wave of servicing? With ServiceFirst
digital platform, we can enable you to embrace digital servicing and transform your
service business like never before.
ServiceFirst provides service organizations with a unified and scalable platform to
carry out aftermarket service management across the entire service ecosystem. With
its rich digital tenets, ServiceFirst enables service organizations with real-time field
insights, real-time remote expert collaboration with field staff, proactive servicing
with IoT/M2M, predictive analytics, unified customer journeys and much more. Using
its rich digital features, service organizations can now address their top business
challenges like disjointed business processes, service efficiency enhancement,
eliminating revenue leakage, and insufficient field service performance metrics.
Orgnizational Overview
Larsen & Toubro Infotech Ltd. (L&T Infotech), a global IT services company, is a 100%
subsidiary of Larsen & Toubro (L&T), a multi-billion conglomerate, and India’s largest
Technology, Engineering, Construction, Manufacturing and Financial Services
organization, with global operations. L&T Infotech is ranked by NASSCOM as the 6th
largest software & services exporter from India in 2014. It is differentiated by its
three-pronged value proposition, encompassing Business-to-IT Connect,Execution
Excellence and Engage the Future.
Objective of the marketing plan
To achieve atleast 2 customers in 6 months.

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ProjectTrainee
Marketing environment
SWOT
Company
STRENGTHS WEAKNESS
 Integration with ERP and CRM
 Offline capability- store and
forward
 Views work order according to the
priority and status
 Role Bases- supervisor and
technicians and according to that
the report is generated
 Barcode/QR code scanning to
view maintenance history
 Displays the shortest route
 Customer details can be viewed
 Capture all activities performed
on site
 Captures customer signature
 Warranty reports for customers
having AMC
 PDF generation of reports
 Email interface to mail the PDF
 Marketability.
 Does no run on other devices and
other platform.
OPPORTUNITIES THREATS
 Should have a Billing feature
 Used on Various devices and
various platform
 Training Videos and Knowledge
base
 Competitors have launched the
product using various advertising
techniques.

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ProjectTrainee
Customer
STRENGTHS WEAKNESS
 User friendly application
 Reduce time consumption.
 Costsaving.
 Inventory management.
 Can be used on only on iOS and
android platform.
 Can be used only on tablet
 Collaboration and problem
resolving video chat
 Training Videos and Knowledge
base
 Billing feature must be added.
 Large amount of data handling.
 Insecurity of customer
information.
Competitors
STRENGTHS WEAKNESS
 Routing capability
 Scheduling and planning
 Marketing techniques
 Inventory management
 Work order history
 Does not captures customer
signature
 Barcode/QR code scanning
feature not available
 Customer details cannot be
viewed
 Should use cloud services
 Barcode/QR code scanning
feature should be available
 Customer details visibility.
 Offline capability- store and
forward
 Value added and advanced
features of the competitor’s app.

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ProjectTrainee
PESTLE
Political-
 Political change of government in a county may lead to change in the
policies and priorities which may indirectly or directly will affect the mobile
application.
 The government in a budget announcement increased the excise duty on
mobile handsets to 12.5% from 6%, pushing the cost of handsets by around
4% which will affect the sales of smartphone and this will affect the usage of
mobile phones having android and iOS as their OS thus this will affect the
usage of ServiceFirst app.
Economic-
 Service businesses represent around 70% of the world's economy, yet to date,
only about a third of the world's large service businesses currently use field
service management solutions.
Social-
 Use of mobile technology has increased exponentially due to this companies
are further leveraging the mobile technology to improve their internal
processes and to connect with their customers.
 The use of mobile will save the time of the field engineers and will help to
reduce the cumbersome work.
Technological-
 Use of offline support i.e. store and forward, Data Capture, Routing and
Navigation, Reporting & Statistics are the value added features. Can run on
platform like iOS and android and Wireless or Wired Network inclusive of
GPRS, CDMA, 3G, 4G, and Wi-Fi making the ServiceFirst app more flexible.
Legal-
 Intellectual Property Right (IPR) in the App Software
 Intellectual Property Right in the Content
 Privacy and Data Collection Issues
 Jurisdiction
These are the legal law to be considered while developing the ServiceFirst
application

Shruti Waikos
ProjectTrainee
Environmental-
 Use of Equipment & Parts Management feature of ServiceFirst will help to
reduce the wastage of resource.
 Use of paper work is also reduced as the paperless technology of ServiceFirst
is been in use.

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ProjectTrainee
Market Research
Secondary
 Only 4% of the companies are using tablets exclusively.
 Field mobility workers recover about 54 min of downtime per day when
the organization uses mobility solution
 Mobility users drives 231 fewer miles per week resulting in fuel cost
saving.
 35% of customers uses mobile phones to do payment through their mobile
phones.
 14% decrease in the service cost by usage of field service mobility app.
 19% decrease in the average repair time.
 15% increase in the customer satisfaction
 12% increase in the contract renewal.
 22% increase in the service revenue.
 North America is the largest market segment followed by Europe and Asia
Pacific.
 Gartner estimates that market penetration for field service applications has
reached 25% of the addressable market

Shruti Waikos
ProjectTrainee
Competitor Analysis
1) ClickSoftware-
 ClickSoftware is the leading provider of mobile workforce management and
service optimization solutions, supporting over half a million field resources
globally, across several industries.
 Gartner Positions ClickSoftware in the Leaders Quadrant of the 2014 Magic
Quadrant for Field Service Management for Fourth Consecutive Year.
 ‘Workforce Management App’ and ‘ShiftExpert’ App is their mobile field
management solutions.
 Runs on iOS and Android and Microsoft-based operation systems
 Third Party & Vendor Management.
 Offline capabilities
 Collaboration feature
 No billing feature
 No Call center management
 No Quickbook integration
 Uses cloud services provided by Salesforce.
 First Quarter of 2015, 82% of new customers purchased their cloud based
mobile solution.
Customers-
15,000 Customers including-
1) Home services-Direct energy, Trilogy, BestBuy, Bosch, Velux.
2) Electric, Gas and Water utilities- Anglian water, Source Gas, Alliant Energy.
3) Communication-UPC, bell, Nextel, Orange.
4) Computer and office equipment- Ricoh, Xerox, hp.
5) Construction-R&J, ABR.
6) Retail-Wayne Dalton, Rockstar.
Marketing Strategy-
 ClickAppStore is used for marketing and selling of the product.
 Currently they are marketing their mobile app through various event
ClickConnect like: Frankfurt ,24th JUNE 2015 and Asian Utility Week 6th
September 2015
 Using social media like Facebook, Twitter, YouTube, and Google+.
 Using ‘Clickipedia’ blog for various discussion related to their app.
 Recently they have announced service network app for their contractors.
 Office available worldwide North America, South America, Asia
Pacific,Europe.
 They offer training services through webinars and podcast.
2) Coresystems-
 Coresystems has been developing innovative solutions for ERP systems and
leading the way in cloud computing since 2002
 Billing and invoicing

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ProjectTrainee
 Call center management
 No QuickBook integration
 Uses cloud services
 The field service software is mobile bases as well as web based.
 Coresystems moved up to second place in Capterra’s rankings of the Top
Field Service Management
Customers-
7500 customers of Coresytems including-
1. Computer equipments- flyerline
2. Home appliances- Caldora, Misapor
3. Construction-Alstom, Wolffkran,
4. IT services- Kardex Remstar, Virtual Graffiti
 1,45,000 users in 84 countries and major customers in North
America,Brasil,Russia,China,Germany.
Marketing Strategy-
 They have their own blog and discussion forum for the discussions and
solutions related to field service.
 Offers free trial with full support.
 Using social media like Facebook, Twitter, LinkedIn and Instagram.
3) Wintac –
 Experience of 20 years
 Wintac Software was designed for small to medium size field service and
contracting businesses.
 user-friendly
 Tax reporting
 Track warehouse and truck inventory
 Customer care support.
Customers-
 They provide services to large and medium enterprises.
8000 Customers including –
1. Appliance Repair- Anderson Appliance Repair, Air Repair, Trillium
Mechanical
2. Construction- Controlled Entrances Inc., UP 'N ADAM Service & Supply, Inc.
3. HVAC- J&K Burkholder, Inc., AusEm Services, Scotty's Heating & Air
Conditioning
Marketing Strategy-
 Webinars, Live Online, In Person are the ways of training given to the field
engineers by Wintac.
 Blogs are used for discussions and use of Social media.
 One time license ,price ranges from $1995-$2495 as per three packages
Wintac Green, Wintac Pro, Wintac Fuel,

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ProjectTrainee
giving unlimited live and free technical support of one year and no additional
cost.
4) mHelpDesk-
 mHelpDesk is a field service solution that works to organize and manage
service requests, billing, reports and customer relationships.
 One of the most intuitive interface in mobile field service solutions.
 No contract agreement.
 Integrated with Company’s Website.
 Mobile as well as Web based.
 No collaboration conferencing.
 Offline capability is not available.
 No ability to generate custom reports.
Customers-
 They provide services to small enterprises
 Industries they are focusing on are HVAC services, IT services, Computer Repair
services, Appliance repair services.
 Around 6000 customers including Encompass, By Design, Computer
Paramedics.
Marketing Strategy-
 Promoted and sold on Playstore.
 Blogs and Discussion forum.
 Free demo trial for 14 days.
 mHelpDesk offers a 14-day free trial, then pricing starts at $75/month for the
first user and $25/month for each additional user.
 Servicemax-
 Quickbook integration is available
 Call center management is available.
 Social Collaboration is available.
 Resource Planning & Forecasting
 Partner Portal.
 ServiceMax is a cloud-based field service solution delivering a fully integrated
suite of applications for better managing employees and customers
 On the market for just over 5 years now, ServiceMax has already secured a
name for themselves in the industry and supports a base of over 200 clients.
 Currently working on Internet of things solution for field service
management.
Customers-
 Focuses on Large Enterprises, Mid-Size Business and Small Business.
Industries serves 300+ customers worldwide in over 15 different industries
including-
 Life Science and Medical Equipment- Alcon, Alung, BD.

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ProjectTrainee
 Industrial Manufacturing and Equipment- AB engineering services,Bobst,
Exide technologies
 Residential and CommercialServices- BES,Diaken,Javs.
 High Tech Manufacturing- Audiology Systems, Centrics IT.
 Communication Equipment- Telestone, Blacksoft.
 Energy Utilities- AMS, Mainstream energy.
 Main customers in Australia, Canada, Europe, Germany, United Kingdom,
United States.
 Marketing Strategy-
 Promotion of their product through upcoming events like TSIA.
 ServicePulse is the social network available through ServiceMax.
 Blogs of their website is used as one of the promotion tool.
 Monthly Subscription

Shruti Waikos
ProjectTrainee
STPD
Segmentation
1. Manufacturers/Original
Equipment Manufacturers
(OEM)
subassembly
maker
value-
added
resellers
Third party
manufacturer
Consumer home appliances Large scale
industry
Small &
Medium
Industry
-------
Commercial/residential utility
services
Large Utility
Industry
Small &
Medium
Industry
Third party
Services
Plumbing services ------- ------- -------
Construction services Large scale
industry
Small &
Medium
Industry
-------
Home-based healthcare Hospitals Clinics -------
Insurance ------- ------- -------
Retail Large retail
chain
Small &
Medium
chain
-------

Shruti Waikos
ProjectTrainee
Segmentation profile
Segment Evaluation
OEM(Original equipment Manufacturer) Market analysis-
 India’s manufacturing sector could
touch US$ 1 trillion by 2025,
according to a report by Mckinsey
and Company
 The Government of India has
received investment proposals for
electronics manufacturing worth
Rs 18,000 crore (US$ 2.89 billion)
for 2015-16 and expects the figure
to double in another two years.
Consumer home appliances  Sales of consumer appliances
improved compared to those
registered in 2013. Lower inflation
and fuel prices provide an
opportunity for consumers to
make their deferred purchases. All
categories of consumer appliances
witnessed better growth both in
volume and value terms in 2014.
 With improvement in the
economy, more disposable income
at hand and promotions from
retailers and companies, the
consumer appliances industry is
expected to witness growth in
both value at constant 2014 prices
and volume terms during the
forecast period
Utility Industries  The electricity generation target
for the year 2015-2016 was fixed
as 1137.5 Billion Unit (BU). i.e.
growth of around 8.54% over
actual generation of 1048.673 for
the previous year (2014-2015).
 World energy demand is projected
to increase by 40% by 2030,

Shruti Waikos
ProjectTrainee
adding another US and China to
demand.
Plumbing Services  The growth of the construction
sector in India is heralding wider
opportunities for the Mechanical-
Electrical-Plumbing
Home-based healthcare  Pacific Bridge Medical pegs the
Indian home health care market at
around $2.3 billion and growing at
18%.
 A recent paper by consulting firm
Pacific Bridge Medical notes that
the global home health care
market, which includes devices,
products and services, was worth
almost $215 billion in 2013 and is
projected to grow at 8% per
annum until 2020.
Insurance  India's life insurance sector is the
biggest in the world with about 36
crore policies which are expected
to increase at a compound annual
growth rate (CAGR) of 12-15 per
cent over the next five years.
Retail  India’s retail market is expected
to double to US$ 1 trillion by 2020
from US$ 600 billion in 2015.
Construction  The global construction industry is
projected to grow from US$8.5
trillion in 2015 to US$10.3 trillion
in 2020.

Shruti Waikos
ProjectTrainee
Targeting
Based on the demand, size and growth of the segmented market, Following are the
market that need to be targeted for ServiceFirst
 Operational Equipment manufacturer
Needs-
 Scheduling and Dispatch
 Inventory management
 Customized reporting
 Ordering
 Purchasing processes.
 Consumer home appliances
Needs-
 Scheduling and Dispatch
 Service Agreements
 Remote Access for Techs
 Inventory Management
 Proposals and Task Building
 CRM and Marketing Suite
 Full Accounting
 Utility Services
Needs-
o Scheduling and Dispatch
 Contract Management
 Customer Database
 Dispatch Management
 Electronic Signature
 Inventory Control
 Job Management

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ProjectTrainee
 Construction
Needs-
o Scheduling and Dispatch
o Live Technician Work Status Updates
o Contracts and Warranty Visibility
o Labor and Materials Capture
o Customer Signature
o Service History
o Inventory Management
As the needs of the target segment are different from one another, a
differentiated marketing Strategy must be used.

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ProjectTrainee
Positioning
Promotion vs Reach
Reach- no. of customers.
Promotion tools-Website, Blogs, Events, Appstore.
Clicksoftware
CoresystemsServicemax
Wintac
mhelpdesk
ServiceFirst
ServiceFirst
Widereach
LessPromotion
tools
Widereach
LessPromotion
tools
More Promotion
tools
Narrowreach
Widereach
LessPromotion
tools
Widereach
LessPromotion
tools
More Promotion
tools
Narrowreach
Servic
eFirst

Shruti Waikos
ProjectTrainee
ServiceFirst lacks promotion tools which is effecting its reach to its customers.
In six months, if ServiceFirst starts increasing its promotion tools by promoting
through a website or through certain events the reach to the customers will also
increase.
We should use less for less strategy in this case
Reach vs Innovation
Clicksoftware
Coresystems
Servicemax
Wintac
mhelpdesk
ServiceFirst
ServiceFirst
Innovation
Narrow reach
Innovation
Narrow reach
Wide reach
Conservative
Innovation
Narrow reach
Innovation
Narrow reach
Wide reach
Conservative
Servic
eFirst

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ProjectTrainee
Reach-no. Of customers
Innovative-Use of new trends like mobile solution or IoT, Big data,Use of cloud,
collaborative feature like video conferencing and customer self-service.
 ServiceFirst lacks innovative features and also the customer reach is less when
compared to its competitors.
 In six months, we can position SeviceFirst as one of the innovative solution if
we start following trends like Iot, use of cloud, Collaborative feature, and self-
service feature.
Ease of use vs Flexibility

Shruti Waikos
ProjectTrainee
Ease of use- user friendly
Flexible- Customizable and deployable on various platforms.
 ServiceFirst user friendly nature makes it easier to operate than other solutions
and offers a customizable solution but need to be deployed on various
platforms.
 In six months, we can position ServiceFirst as flexible for a kind of business and
user friendly solution if it offers deployment on various platforms.
Clicksoftware
Coresystems
ServicemaxWintac
mhelpdesk
ServiceFirst
ServiceFirst
Flexible
Notso good
Flexible
Notso good
Ease of use
Restricted
Flexible
Notso good
Flexible
Notso good
Ease of use
Restricted
Servic
eFirst

Shruti Waikos
ProjectTrainee
Differentiation
 We are different from our competitors because of the experience we have in
the market and the image our company holds.
 We are way ahead than other companies in terms of providing customized
advanced features like Integrated digital experience through next-gen features
like Smart Glass, Digital Assistant.
Marketing Mix
Product-
ServiceFirst is a support good for a Business to Business product
The 3 level of product hierarchy are as follows-
1) Actual product-
Service first should offer this feature for the first 6 months –
 Timekeeping tools (calendars, time tracking, alerts).
 Signature capture.
 Integrated Alerts
 Multi-channel Support

Shruti Waikos
ProjectTrainee
 Access to information about spare parts, tools, and other equipment.
 Access to customer contract information and SLAs.
 Reporting/Analytics
 Use of GPS to aid in manual or automatic dispatch. Technician using GPS for
navigation.
 Automated and manual scheduling of service appointments and technician
scheduling.
 Scheduling based on some relevant variables such as job classifications, shift
schedules, skills, etc.
 Role-based Access Control
 Offline capability - Store and Forward
2) Augmented product should be added feature in the first 6 month-
 Warranty renewal
 Call center management.
3) Potential Product are the feature that should be offered after 6 months-
 Advanced dashboards.-Ability to drill down by department, team, individual,
etc.
 Service demand forecasting.
 Messages and reminders directly to customers.
 Customer self-serve portal.
 Customer has the ability to attach pictures to work order.
 Budget control tools.
 Barcode / QR Code Scanning for quick input of information.
 Support for multiple languages.
 QuickBooks Integration
 Integrated chat.
 Use of IoT/M2M technology
 Going on Cloud
 Videoconferencing between technicians and head office.
 Ability to cross-check inventory with the closest technicians
 Ability for a technician to copy or create a task on site.
 Quoting and Estimating
 Invoicing/Billing.

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ProjectTrainee
 Wearable Technology
Price-
 We should use penetration marketing strategy for the initial 6 months to
attract new customers and to increase the market share.
 Pay per use subscription model and one time licensing fee should be charged
 No additional charge for support or service.
 Our competitor mHelpDesk offers a 14-day free trial, then pricing starts at
Rs.5000/month for the first user and 1500/month for each additional user.
 Whereas our other competitor Wintac offers one time license, price ranges
from Rs.1,30,000-1,60,000 as per three packages Wintac Green, Wintac Pro,
Wintac Fuel, giving unlimited live and free technical support of one year and
no additional cost.
 We can offer following types of pricing model-
Pay-Per Admin or User-

Shruti Waikos
ProjectTrainee
For this pricing model they pay a certain amount, usually per month, depending on
how many admin or user they have that need access to the system.
The range in price from roughly Rs.3000-5000 per user per month with set up fees
that can be around Rs.30,000 total.
Pay per group-
In this instance there is a fee per month or per year, depending on the group of
employees, field workers, or technicians you have.
Price range:
Groups Price
1-10 users 30,000
10-30 users 80,000
30-50 users 1,20,000
50 -70 users 1,80,000
 After 6 months after we reach the position we want to achieve with respect to
the perceptual map we can switch on to negotiated pricing strategy or can go
with Optional-feature pricing strategy.
 Pay per use subscription model and one time licensing fee should be charged.
 No additional charge for support or service.
Place-
The product can be distributed through-
 Appstore
 Website
 Tradeshows
 Personnel Selling
Promotion-
Advertising-

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ProjectTrainee
 Ad and banners on the internet
 Pop-ups appearing on field service related websites.
For Example-FieldServiceNews, SoftwareAdvice.
 Use of direct mail
 Use of the email subscription
 Brochures and Catalogs.
 Tech shows and Exhibitions-
Field Service Europe, 19th-21st October, Amsterdam.
Field Service East, 30th September- 2nd October, The Westin Buckhead, Atlanta,
Georgia.
Field Service USA, 25th-28th April, Palm Springs, CA.
Sales Promotion-
 Offering them a free trial for initial 10 days as a demo
 We should offer some discount or deals to our customer for example if they are
purchasing apps in groups , we can then offer them some discount if they buy
group of 10-30 apps we can offer them around 10-20% of discount and further
more discount on additional purchases of the app.
Direct marketing-
Marketing the app to the customer directly using messaging, emails, cold calling.

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ProjectTrainee
Action & Implementation-
Evaluation
Field work
July Aug Sept Oct Nov Dec Jan Feb Mar April May June
Features
Pricing
Marketing
Providing Actual features and
Augmented features
Providing Potential features.
Using penetration marketing strategy
keeping the price lowest as compared
to the competitor.
Using negotiated pricing strategy or
Optional pricing strategy
Advertising, content marketing, direct marketing.
Sponsering events

Shruti Waikos
ProjectTrainee
SHRUTI WAIKOS
Project Trainee
Chetana’s R.k Institute of Management and Research
TABLE OF CONTENT
1. Introduction ......................................................................................................1
1.1. Executive Summary ........................................................................................ 1
1.2. Orgnizational Overview .................................................................................... 1
1.3. Objective of the marketing plan. ........................................................................ 1
2. Marketing environment ........................................................................................2
2.1. SWOT......................................................................................................... 2
2.1.1...................................................................................................................................... S
trength ..............................................................Error! Bookmark not defined.
2.1.2...................................................................................................................................... W
eakness..............................................................Error! Bookmark not defined.
2.1.3...................................................................................................................................... O
pportunities ........................................................Error! Bookmark not defined.
2.1.4...................................................................................................................................... T
hreats................................................................Error! Bookmark not defined.
2.1.5...................................................................................................................................... C
ompany................................................................................................. 2
2.1.6...................................................................................................................................... C
ustomer ................................................................................................ 3
2.1.7...................................................................................................................................... C
ompetitors ............................................................................................. 3
2.1.8...................................................................................................................................... D
irect competition ..................................................Error! Bookmark not defined.
2.1.9...................................................................................................................................... I
ndirect competition ...............................................Error! Bookmark not defined.
2.2. PESTLE ....................................................................................................... 4
2.2.1...................................................................................................................................... P
olitical...............................................................Error! Bookmark not defined.
2.2.2...................................................................................................................................... E
conomic .............................................................Error! Bookmark not defined.
2.2.3...................................................................................................................................... S
ocial .................................................................Error! Bookmark not defined.
2.2.4...................................................................................................................................... T
echnological ........................................................Error! Bookmark not defined.
2.2.5...................................................................................................................................... L
egal ..................................................................Error! Bookmark not defined.

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ProjectTrainee
2.2.6...................................................................................................................................... E
nvironmental .......................................................Error! Bookmark not defined.
3. Market Research .................................................................................................6
3.1. Primary....................................................................Error! Bookmark not defined.
3.2. Secondary.................................................................................................... 6
4. STPD ............................................................................................................. 11
4.1. Segmentation ..............................................................................................11
4.2. Targeting ...................................................................................................14
4.3. Positioning..................................................................................................16
4.4. Differentiation .............................................................................................20
5. Marketing Mix .................................................................................................. 20
5.1. Product......................................................................................................20
5.2. Price .........................................................................................................22
5.3. Place ........................................................................................................23
5.4. Promotion ..................................................................................................23
6. Field work ...................................................................................................... 25
6.1. Implemetation ...........................................................Error! Bookmark not defined.
7. Evaluation....................................................................................................... 25

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ProjectTrainee

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