The document discusses the various services sectors in India and their marketing applications. It outlines 10 major services sectors - financial services, IT services, tourism, hospitality, travel and transport, education and health, hotel services, information services, telecom services, and entertainment services. For each sector, it provides a brief overview of the sector and discusses how marketing is applied. The key services sectors in India are financial services, IT, tourism, and telecom, which have experienced significant growth and contribute substantially to the national economy and employment.

1. - Manpreet
Marketing Of Services In India

2. INTRODUCTION
• The service sector dominates the Indian economy today, contributing more than half of a
national income. It is also the fastest growing sector, with an annual rate of 8% per year. In
the 90s, one in every two Indians earns his livelihood by providing services. An India Today-
ORG-MARG poll shoed that a majority talents, the service sector is now the showcase of the
Indian economy.
• The higher growth of employment in service sector is partly because with the growth of
economy and technological developments, a smaller portion of workforce is needed by the
manufacturing sector. The total employment in the organised sector i the last 25 yearhas
increased by around 57%, the increase in employment in services sector in the
corresponding period has been around 75%. With the changing pattern of Indian economy, a
shift in employment pattern is bound to happen. The demand for specialised services and
professionals like bankers, accountants and lawyersis bound to increase.

3. Application of Marketing of Services
Marketing of services is applied in following areas:
1) FINANCIAL SERVICES:
Financial services are delivered through different channels of marketing.
Some services are directly sold to the users. for eg, the issue management service is offered to
the company by the merchant bankers. Services like insurance and mutual fund schemes are
sold through the broker and agents. Services could also be offered as an over-the-counter
(OTC) products. Automated services dispensation is available through the Automated Teller
Machine (ATMs) and the credit card usage points.
Financial services sector in india is very potential in its roots and has diverse nature in providing
services to the customers. The major areas of financial services sectors are as follows:
i) Insurance Services
ii) Banking Services
iii) Mutual Fund Services

4. 2) IT Services:
The growth in Information Technology (IT) industry is perhaps the fastest
of all that within a span of a decade or so it has become a multi-billion
dollar industry. There are small and big players in this industry, each one
is trying to crave a niche for itself. How marketing is of help in such
organisations, the unit relates to the same. There has been a recent
spurt, both globally as well as in India, i the use, demand and
implementation of Information Technology (IT).This new technology,
which has found its uses in industry, offices and homes, is seen to be
multi-billion dollor industry in the years to come. What had started in the
1970s as essentially hardware or computer-oriented industry hs now
become a multi-dimensional force with an increasing influence on the
quality of life.

5. 3) Tourism:
India’s tourism industry is experiencing a strong period of growth, driven
by the burgeoning Indian middle class, growth in high spending foreign
tourists, and coordinated government campaigns to promote ‘Incredible
India’. India’s travel and tourism industry is one of them most profitable
industries in the country, and also credited with contributing a substantial
amount of foreign exchange. During 2006, 4 million tourists visited India
and sent U.S. $8.9 billion. Foreign tourists spend more in India than
almost any other country worldwide.

6. 4) Hospitality:
Hospoitality is the relationship between guest and host, or the act or
practice of being hospitable. Specifically, this includes the reception and
entertainment of guests, visitors, or strangers, resorts, membership clubs,
conventions, special events, and other servics for travellers and tourists.
The hospitality industry consists of broad category of fields within the
service industry that includes lodging, restaurants, event planning, theme
parks, transportation, cruise line, and additional feilds within the tourism
industry.

7. 5) Travel and Transpoart Services:
Travel and Transport is a sector that plays a major role in the global
economy. The sector’s activities include national public transport and
goods freight, as well as meeting the demands for leisure travel by land,
sea and air. The travel service industry consist of companies whose
primary goal is to market travel services by providing the services of
booking and arranging travel tours and accommodations to general and
commercial clients. Transportation facilitates movement of people and
goods from one place to another.

8. 6) Education and Health Services:
The educational services sectoe includes school, colleges, universities,
and training centers. Accordingly, educational services, including both
public and private institutions, are the second largest employment
industry, accounting for 12.7million jobs. The healthcare and social
assistance sector is comprised of health services such as hospitals,
nursing care facilities, physicians’ offices, and home healthcare services.
In turn, social assistance includes individual and family services,
vocational rehabilitation services, community food and housing, and
emergency and other relief servces.
The education and health services sector sonsist two parts;
i) The educational services sub-sector, and
ii) The healthcare and social assistance sub-sector.

9. 7) Hotel Services:
A hotel is a home away from home where all the facilities and services
are available on payment. Over the years, the hotel industry has grown in
size. A number of hotels have come up in various part of the world to
faciltate the people who are travelling. The growth and development of
the touurism sector is reflected in the development of hospitality services.
Hospitality is a commercial proposition. In countries where tourism is
progressive, hospitality services are also progressive. he Indian hotel
industry derives around 65% of its revenues from premium segments
which has a share of just 25.82% in tearm of number of rooms. Due to
the huge inflow of tourists and outsourcing boom the occupancy rates,
average room rates and revenue per available room across major cities i
India are increasing. As a result of this the demand supply mismatch is
getting closer.

10. 8) Information Services:
The information super-sector consists of establishments that produce and
distribute information and cultural products, provide the means to
distribute or transmit these products, and/or process data. Major playes in
this super-sector includes publishing industries, the motion pictur and
sound recording industries, the broadcasting industries, the
telecommunication industries, internet service providers and web search
portals, data processing industries, and information services industries.

11. 9) Telecom Services:
Telecommunication and mobile phone services are an essential
component of economic infrastructure. The telecommunication
organisations traditionally generate high level of profit but competition
made them to adopt aggressive defensive strategies obundling more
services at cheap rates. Further the advent of latest telecommunnication
technologies like CDMA, we find multi-faced services offered by the
various service providers like Hutch, BPL, BSNL and Bharti.

12. 10) Entertainment Services:
The last decade has seen the Indisn entertainment industry grow
exponentially. The key drivers for this have been technology and
government’s recognisation of the importance of the sector. The industry
is expected to grow at a CAGR of 27 per cent. India is one of the most
media-exposed countries when compared to its Asian counterparts due to
size and consequently a large consumer base.
The entertainment sector is based on following two industries;
i) Films
ii) Television.

13. THANKYOU
Submited To,
Dr. Monika Bangri