SERVICE MARKETING

1. BY:-
SONAM
SERVICE
MARKETING

2. Industries under Service Sector
Primary
 Agriculture
 Forestry
 Fishing
 Mining
Secondary
 Manufacturing
 Electricity
 Construction
Services Sector
 Hotels & Restaurants
 Railways
 Banking & Insurance
 Communication

3. Characteristics Of Service
 Intangibility – performance rather than objects
 †Inseparability –sold first and then produced and
consumed simultaneously
 †Heterogeneity –service performance to vary from one
service transaction to the next
 †Perishability – cannot be saved; unused capacity in
services cannot be reserved, and services themselves
cannot be inventoried

4. THE FLOWER OF SERVICE
CORE
CONSUL
TATION
INFORM
ATION
HOSPITA
LITY
SAFEKEE
PING
EXCEPT
IONS
BILLING
PAYMENT
ORDER
TAKING

5. Why service organization need to communicate?
Internal
•To inform employees about changes in the organization
• to communicate plans and programmes
•To publicize incentive scheme
•To inform & educate new services
External
•To inform current & new services offerings and benefits
•To educate customers
•To persuade to buy
•To remind customers
•To Publicise policy decisions

6. Challenges and Opportunities in
Communicating Services
Generality: items that comprises class of objects, persons or
event
Nonsearchability: intangibles cannot be searched or
inspected before they are purchased
Abstractness: concepts do not have one-to-one
correspondence with physical objects
Impalpability: services are sufficiently complex that it is
difficult for consumers to understand what the experience of
using them will be like and what benefits will result

7. Service Product / Offering
 Core product bundled together with a variety of
supplementary service elements
 Expected product Customer’s minimal set of
expectations
 Augmented Product Seller’s offering over and above
what customer expects
 Potential Product Everything that potentially can be
done with the product that is of utility to the
customer

8. SERVICE PRICING STRATEGY
PRICING
COSTS
VALUE TO CUSTOMER
COMPETITION

9. New Service Development Process
 Generation of Ideas
 Screening
 Testing the concept
 Business analysis & evaluation
 Practical Development
 Market Testing
 Launch

10. Achieving Success in NSD
Market synergy
 Product’s fit with existing image
 Superior advantage than competing product
 Strong ASS from firm
 Understanding about purchase decision behavior
Organizational factors
 Strong inter-functional cooperation and coordination
 Market research factors
 Conduct market research study prior to the development of new
service
 A good definition of the product concept –before undertaking field
survey

11. SERVICE LIFE CYCLE CONCEPT
 EMERGING
 GROWTH
 MATURITY
 DECLINING
 END OF LIFE

12. What Blue Star does?
Blue Star provides Standard Maintenance solutions
and also offer premium value added services:
 Annual Maintenance Contract
 Revamp & Retrofit
 Spares
 Repair & Services

13. Air conditioning & Refrigeration Service Division
Blue
Star
Service
Central
manageme
nt &
operationa
l directives
Service
call
handling
teams
Regional &
Branch
level
operationa
l terms
Regional
Service
specialist
group
Service
specialist
group
Spare parts
planning ,
procuremen
t, storage &
distribution

14. Continued
Blue
Star
Service
Energy
Manageme
nt call
Service
Quality
Assurance
Services
Marketing
Central
Back Office
Commercia
l Teams

15. Thank You