The document discusses the 7P's of marketing mix for services - product, price, place, promotion, people, process, and physical evidence. It provides examples and explanations for each of the 7P's. For product, it notes services are intangible and discusses examples like tourism and education industries. For people, it states people define the service. For process, it emphasizes the importance of service delivery process. And for physical evidence, it highlights how tangible elements create better customer experience for intangible services.

1. SERVICE
MARKETING MIX
– 7 P’S OF
MARKETING
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2. The service marketing mix is also known as
an extended marketing mix and is an integral part
of a service blueprint design.
The service marketing mix consists of 7 P’s as
compared to the 4 P’s of a product marketing mix.
Simply said, the service marketing mix assumes
the service as a product itself.
 However it adds 3 more P’s which are required
for optimum service delivery.
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3. The extended service marketing mix places 3 further P’s
which include People, Process and Physical evidence.
All of these factors are necessary for optimum service
delivery.
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4. PRODUCT
 The product in service marketing mix is intangible in nature.
 Like physical products such as a soap or a detergent, service products cannot be
measured.
 Tourism industry or the education industry can be an excellent example.
 At the same time service products are heterogeneous, perishable and cannot be owned.
 The service product thus has to be designed with care.
 Generally service blue printing is done to define the service product.
 For example – a restaurant blue print will be prepared before establishing a restaurant
business. This service blue print defines exactly how the product (in this case the
restaurant) is going to be.
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5. PLACE
 Place in case of services determine where is the service product going to be located.
 The best place to open up a petrol pump is on the highway or in the city.
 A place where there is minimum traffic is a wrong location to start a petrol pump.
 Similarly a software company will be better placed in a business hub with a lot of
companies nearby rather than being placed in a town or rural area.
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6. PROMOTION
 Promotions have become a critical factor in the service marketing mix.
 Services are easy to be duplicated and hence it is generally the brand which sets a
service apart from its counterpart.
 You will find a lot of banks and telecom companies promoting themselves rigorously.
 Why is that? It is because competition in this service sector is generally high and
promotions is necessary to survive.
 Thus banks, IT companies, place themselves above the rest by advertising or promotions.
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7. PRICING
 Pricing in case of services is rather more difficult than in case of products.
 If you were a restaurant owner, you can price people only for the food you are serving.
 But then who will pay for the nice ambience you have built up for your customers? Who
will pay for the band you have for music?
 Thus these elements have to be taken into consideration while costing.
 Generally service pricing involves taking into consideration labor, material cost and
overhead costs.
 By adding a profit mark up you get your final service pricing.
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8. PEOPLE
 People is one of the elements of service marketing mix.
 People define a service.
 If you have an IT company, your software engineers define you.
 If you have a restaurant, your chef and service staff defines you.
 If you are into banking, employees in your branch and their behavior towards customers
defines you.
 In case of service marketing, people can make or break an organization
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9. PROCESS
 Service process is the way in which a service is delivered to the end customer.
 Lets take the example of two very good companies – Mcdonalds and Fedex.
 Both the companies thrive on their quick service and the reason they can do that is their
confidence on their processes.
 On top of it, the demand of these services is such that they have to deliver optimally
without a loss in quality.
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10. PHYSICAL EVIDENCE
 The last element in the service marketing mix is a very important element.
 As said before, services are intangible in nature.
 However, to create a better customer experience tangible elements are also delivered with
the service.
 Take an example of a restaurant which has only chairs and tables and good food, or a
restaurant which has ambient lighting, nice music along with good seating arrangement
and this also serves good food. Which one will you prefer? The one with the nice
ambience. That’s physical evidence.
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11. The service marketing mix of Axis bank discusses the
7P’s of Axis bank and how the bank is using an effective
marketing mix to increase its customer base and rise in
the banking industry.
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PRODUCT
The main products of AXIS Bank are Saving Account, Current Account and Demat
Account. The other products are Home loan, personal loan, Insurance, Credit cards,
etc.
For better marketing of products, the products are categorized under Axis Bank and
Axis Sales.
Products under Axis Bank are
Saving Account
Current Account
Forex Department
Salary Accounts
Products under Axis Sales are
Home loan
Personal loan,
Demat Account

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PRICE
The price of the product depends upon the services provided by the Bank on the
respective product to the customers. Detailed pricing changes from time to time and
the same can be found on the website of Axis bank.
PLACE
Place plays an important role in tangibilizing service offerings. Quality of service is
perceived by many customers in the form of place of delivery- locational appeal,
interiors, ambience, etc. If a bank is located in a crowded market the place or location
will be a negative tangibilizes. Providing excellent tangibles in the form of place or
location and interiors is particularly important for appealing to the customers segment.
More recently, some of the private banks in India like AXIS Bank are providing very
attractive tangibles in the form of their locations, exteriors and interiors.

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PROMOTION
Promotion can tangibilize services in different forms:
Visualization
Association
Physical representation
Documentation.
Visualization tangibilizes services through hoardings, TV and
print campaigns or advertisements. Physical representation in
services has a good promotional appeal to customers like use of
colors to symbolize wealth and status. Service providers use
documentation in their promotions in support of their claims for
dependability, popularity and responsiveness

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PEOPLE
People are a common factor in every service. And people tangibilize services. Good
people (means good performance) make good or successful services. Bad performers
deliver bad services.
PROCESS
Customer defined business process- Process innovations and continuous improve-
ment through people involvement.
Result oriented approach- Each process has been designed by first planning the desired
results.
Axis Bank is constantly taking initiatives to offer the best in class service that seek to
enhance customer experience.

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PHYSICAL EVIDENCE
Reduce paper usage- Due to technological
innovations such as use of Finacle software for core
banking solutions.
It has positioned it self as a bank which gives higher
standard of services through product innovation.
Satisfies the diverse need of individual and
corporate clients.
It is customer centric, and service oriented.

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PRODUCTS in the marketing mix of adlabs
The Core Competency here is SCREENING OF
MOVIES. The supplementary products / services
are enormous like the Video Games Parlour & the
Food Court. Good options for food like the
Cafeteria where you get food made in hygienic
conditions. The ambience is pleasant with centrally
air conditioning, well-illuminated layout. FAME
ADLABS is well known for its DOBLY DIGITAL
SOUND.

18. PRICE in the marketing mix of adlabs
FAME uses differential or flexible pricing for its Multiplex
theatres.
Rates: In the multiplex averages between Rs. 90 & Rs.220
depending upon the box office performance of the movies
screened.
The prices are popularly estimated to be extremely fair prices
for the complete entertainment experience. Reasonable
pricing is possible thanks to the government policies
regarding the partial wavier on the extremely high
entertainment tax that multiplex enjoy.
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19. PLACE in the marketing mix of adlabs
It is located at Andheri, Mumbai. From the point of view of
public transport it’s closest to Andheri station. From this
station one has an option of hiring a rickshaw, taxi or local
BEST buses.
However, all said and done, there is no denying that FAME is
off the beaten track for most Mumbaikars. Since it is located
in the suburbs of city it is not easily accessible and hence
loses out here.
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20. PROMOTION in the marketing mix of adlabs
Initially hyped, FAME attracted a lot of press attention and
subsequently the public flocked to Andheri to witness the
spectacle. However after the initial hype died down FAME did
not take a more aggressive role in promotion but instead took
a back seat. FAME beat IMAX by offering its clientele
innovative methods of buying tickets via the MOBILE
PHONES (SMS) that completely excluded the requirement of
the customer to visit the theatre before the actual movie
experience. The most effective way of promotion is the daily
advertisements in the paper, which promote the movie, which
is currently being screened in the theater, and informs the
public. One of the new ways adopted in online ticket booking
which is quickly becoming quite popular.
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21. PEOPLE in the marketing mix of adlabs
Courteous and well-dressed people characterize the
Multiplex.
The employees are highly motivated and trained and exude
an aura of energy and vibrancy as they perform their duty
with a smile on their lips and a spring in their step.
Whilst actually experiencing the movie, the sin-goers around
us are just as important as the employees that escort us to
the theater. Therefore FAME, which attracts the upper strata
of the society, is a very conducive atmosphere and a
pleasant environment to enjoy a movie with the entire family.
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22. PROCESS in the marketing mix of adlabs
The process is a sequence of actions to deliver the service to
the customer. In this case the following is the process
followed by FAME. The customer arrives to FAME by car and
first goes to the ‘pay n park’ to park the car. The customer
then moves on to the ticket window to purchase the ticket for
the movie he is interested to watch. Then the customer
enters the building. Here the usher at the door checks for the
tickets. Then the customer will move on to the screening area
and watch the movie. In the interval the customer will mostly
come out to eat or drink something from the cafeteria. The
customer goes back to the screening area to continue the
movie. Watching a movie at Fame Cinemas is like taking a
short vacation. There is a cool ambience, quality service and
convenience in booking.
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PHYSICAL EVIDENCE in the marketing mix of adlabs
Ambient factors
Air conditioning
Excellent ventilation
Design factors
Uniform appearance
Extensive parking lot
Spacious interiors
Social factors
Well dressed employees
Courteous
Elite and up market crowd
Family atmosphere

24.  The concept of flowcharting in services, also known as service flow chart, process
flow chart or process flow diagram constitutes a picture of the separate steps of a
process in a sequential order.
 Any major project that you start, will require handling multiple teams in different time
frames.
 Over a period of time, it becomes difficult to manage these teams if you do not have
the right process chart in hand.
 Hence, the usage of flowcharting in services.
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 Let’s take for example the construction of a building.
 Once you have decided upon the idea of constructing a building, the next steps come
into the process.
 You need to think if the location is feasible for the desired construction.
 You need to think about the materials that you are going to need, who is in charge of
buying them and who is in charge of supplying them.
 You also need workers to help you with the construction and heavy machines. But
imagine that.
 You take the decision of constructing a building, start the construction and at one point
you realize that you don’t have any more material and that your supplier has run out of
stock.
 Who is responsible for restocking the material?
 It can also happen that one of your employees starts working on a place which was
the responsibility of other worker, thus both of them doing the same thing in the same
place, making you lose both money and time.
 Hence, to avoid this confusion, flowcharting in services is done.

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27.  The flowcharting process can be considered as a tool useful for developing an
understanding of how a process is done.
 It can be useful in any phase of business or even in personal life for that matter.
 The type of process can be anything, such as manufacturing processes,
administrative services, project plans, etc.
 But it is most useful in services and is plotted regularly in services.
As in the previous example with the construction of a
building, a flowcharting has to include all the
steps and people involved in the respective process, such as
sequence of actions, materials or services entering or leaving
the process (inputs and outputs), decisions that must be
made, people who become involved at each step and
process measurements.
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 When many people are involved in the project, the flowcharting can be used to
communicate to the people how the project is going to be done.
 At the same time, the process is useful for documenting the project making sure that
you have all the permits and certificates required, depending on the nature of the
project.
 Moreover, it encourages better communication between people involved in the same
process and it avoids confusion regarding responsibilities.

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 In the flowcharting process, the first step consists in defining the process that needsto
be analyzed and write its title at the top of the work surface.
 Afterwards, a decision should be made upon the boundaries of the project, in terms of
when does it start, when should it finish, as well as the level of detail that should be
included in the project.
 For a flowcharting process to be significantly useful it should include independent
sections for brainstorming activities in the project.
 Once the activities have been decided upon, they should be put in a sequential order
to reflect which are going to be the steps of the project and arrows should be drawn to
show the flow of the process.
 Finally, the flowchart should be review with the people involved in the process and ask
for their opinions.

30.  Another example of flowcharting in services is when you are building a restaurant.
How do you get the food to your customer within 20 minutes of his entering the
restaurant?
 Take McDonald’s for example.
 McDonald’s has a fixed service process for all of its outlets.
 They need to service a burger, fries, coke as well as any other demands of the
customer, to the customer, within a minute or two.
 So the backend service process needs to be highly optimized.
 Similarly, all restaurants have processses in place for when the flow of customers is
very high as well as when the flow of customers is slow.
 Thus, in case of services, the process of flowcharting is important.
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31.  Branding can be defined as the process of curating a distinctive and a unique name
and image of the company or a product in the market and in the minds of the
consumers through various advertising and promotional campaigns having a
consistent message and a theme.
 The main aim of Branding is to establish a noteworthy and distinguished presence in
the market and the industry as a whole creating awareness about the company and its
offerings and attracting and retaining loyal customers.
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32.  Apple is one of the highly renowned technological giants and has been offering its
products such as mobile phones, I-pads, I-pods, laptops, digital watches, and
computer systems amongst others and it has very aptly branded itself as an
innovative and path-breaking brand that offers the products that offer operational
excellence and are high on the levels of quality and class.
 Right from its products interface, design, packaging, marketing and promotional
campaigns to the interior of its retail outlets spell sheer class.
 The brand recall factor is really high with the company logo showcasing a bitten apple
was an instant hit in the market and amongst the customers of the brand.
 The brand has its set of loyal customers and followers who dedicatedly wait for its new
launches and only buy the products of the brand despite disposing of high amounts of
money.
 Even the customer service level is excellent and of the first order.
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34. Customer Awareness
Customer Loyalty
Product Differentiation
Competitive Advantage
 Introduction of new products and services
Attract Investors
Image of quality
Attracts the best talent from the industry
Become the market leader
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36.  With a service, it can be a challenge to make your offering tangible — to impress upon
potential clients the value of your service and why you’re the best source for this
service. We’ve found webinars to be a concrete way to extend our brand reach and
demonstrate subject matter expertise. Speaking on topics directly related to the
specific needs of our potential clients helps with this.

– David Ehrenberg, Early Growth Financial Services
Read more at https://www.business2community.com/branding/11-ways-overcome-
service-based-branding-challenges-0896813
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37.  Most service-based businesses limit their scope with their branding. At Realty ONE
Group, we are the best in the business, but we don’t brand our company as one that
“sells houses.” We “create dreams.” We are a lifestyle company and everything we do
supports that brand positioning — our customers want to buy the lifestyle they aspire
to.
 – Kuba Jewgieniew, Realty ONE Group
Read more at https://www.business2community.com/branding/11-ways-overcome-
service-based-branding-challenges-0896813
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38.  With the exception of some bars and restaurants, most service businesses are
inherently boring. Getting your hair cut, nails done, clothes dry cleaned or oil changed
are not typically things people look forward to doing. There’s a unique opportunity for
these types of businesses — their industries have been around forever, and they’re all
ripe for refreshing.

– Michael Portman, Birds Barbershop
Read more at https://www.business2community.com/branding/11-ways-overcome-
service-based-branding-challenges-0896813
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39.  With a product-based business, the brand revolves around the physical good, which
focuses branding in a real way. With a service-based business, the attributes that add
value — customer service, timeliness, reliability — are abstract and harder to
represent. It is because of this that we take great care in every detail of what we do.
Once we are given a chance, the quality speaks for itself.

– Alex Lorton, Cater2.me
Read more at https://www.business2community.com/branding/11-ways-overcome-
service-based-branding-challenges-0896813
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40.  Why is a client or customer going to choose you? Do you have proof of your success?
I have recently discovered that writing my own case studies is extremely helpful. I can
present my clients with hard numbers to prove my track record. My firm is not a
gamble, and I don’t have to sell as much.

– Maren Hogan, Red Branch Media
Read more at https://www.business2community.com/branding/11-ways-overcome-
service-based-branding-challenges-0896813
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41.  Everyone in the service business will have someone who takes active offense towards
you and your company. Try and respond to this in a positive manner. Show empathy,
but also strong support for your company. If you were at fault, own up to it and make it
right. Become the company you want to be.

– John Rampton, Adogy
Read more at https://www.business2community.com/branding/11-ways-overcome-
service-based-branding-challenges-0896813
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42.  If you run a service-based business, you and your employees ARE the business. In
order to protect yourselves against copycat companies coming along and stealing
your customers, you’ve got to become the expert. Focus on creating original, valuable
content that helps brand you as the most knowledgable person in your field. Publish a
how-to book. Give away a white paper on your site. Be the expert.

– Brittany Hodak, ZinePak
Read more at https://www.business2community.com/branding/11-ways-overcome-
service-based-branding-challenges-0896813
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43.  When dealing with people, they want to really connect with you and your ability to
perform. There is a level of trust and personal connection. One way to close the deal
is to exemplify how you’re the authority figure in the industry based on accolades,
experience, testimonials and anything else that will demonstrate that.

– Andy Karuza, Brandbuddee
Read more at https://www.business2community.com/branding/11-ways-overcome-
service-based-branding-challenges-0896813
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44.  All business are run by people, and people decide to work with other people, no
matter if they represent a Fortune 100 or a mom and pop shop. Before you start
selling your unique offering, sell your trustworthiness. Get introduced from a
trustworthy source, reciprocate, be authentic and don’t try to be perfect or always
know the answer when you don’t. Small things like this can yield big results.

– Jason Smikle, fNograph

Read more at https://www.business2community.com/branding/11-ways-overcome-
service-based-branding-challenges-0896813
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45.  Service companies really have to go above and beyond for their customers to improve
brand perception. Employees are the face of the company and motivating them is key.
Have team meetings often to see how you can improve everything. Offer incentives to
employees for positive feedback on surveys or review sites. From the person who
answers the phone to the delivery guys, seek to exceed expectations.

– Robert De Los Santos, Sky High Party Rentals
Read more at https://www.business2community.com/branding/11-ways-overcome-
service-based-branding-challenges-0896813
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48.  is built on elements of leadership principles, norms, work habits and vision, mission
and values.
 Culture is the set of overriding principles according to which management controls,
maintains and develops the social process that manifests itself as delivery of service
and gives value to customers.
 Once a superior service delivery system and a realistic service concept have been
established, there is no other component so fundamental to the long-term success of
a service organization as its culture.
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49.  includes employee attitude activities, purpose driven leadership and HR processes.
 Even the best designed processes and systems will only be effective if carried out by
people with higher engagement.
 Engagement is the moderator between the design and the execution of the service
excellence model.
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50.  includes strategies, processes and performance management systems.
 The strategy and process design is fundamental to the design of the overall service
management model.
 Helping the client fulfil their mission and supporting them in the pursuit of their
organizational purpose, must be the foundation of any service provider partnership.
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51.  includes elements of customer intelligence, account management and continuous
improvements.
 Perception is king and constantly evaluating how how both customer and end-user
perceive service delivery is important for continuous collaboration.
 Successful service delivery works on the basis that the customer is a part of the
creation and delivery of the service and then designs processes built on that
philosophy – this is called co-creation.
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