This document defines and provides examples of service marketing. It discusses the unique characteristics of services, including intangibility, perishability, inseparability, and variability. It then outlines the 7 P's of the service marketing mix: product, price, place, promotion, people, physical evidence, and process. For each P, it provides brief explanations and examples related to marketing telecommunication services. The document concludes by suggesting ways to improve customer satisfaction.

1. What is Service Marketing?
 Examples: Defense, Postal, Education,
health, Religious Services, Hospitals,
Airlines, Hotels, Law Firms, Entertainment,
etc
 Definition: Activity or benefit that one party
can offer to another that is essentially
intangible and does not result in the
ownership of anything. Its production may or
may not be tied to a physical product

2. Services
Unique characteristic - 1
INTANGIBILITY
Customer is unable to experience
the‘product’ prior to ‘purchase’

3. Services
Unique characteristic - 2
PERISHABILITY
Can’t be stored

4. Services
Unique characteristic - 3
INSEPERABILITY
Production & consumption
happen at the same place and cannot be
separated

5. Services
Unique characteristic - 4
VARIABILITY
 Difficulty in establishing consistency in quality
 across Providers or within providers
 across Time
 across Delivery Centers

6. 7 P’S of Service Marketing Mix…
Product
Price
Promotion
Place
People
Physical evidence
Process

7. Product
Company provides products like
 Postpaid connections
 Prepaid connections
 Dialing cards
 Hutch PCO
 Hutch Handy phone

8. Product decisions
Branding Quality Features
 We must remember that Marketing is fundamentally
about providing the correct bundle of benefits to the end
user, hence the saying ‘Marketing is not about providing
products or services it is essentially about providing
changing benefits to the changing needs and demands
of the customer’

9. Price....
 The prices are being Talk plans
charged in
accordance with:
 The charges vary
from region to region. Prices
Roaming
Services
rates

10. Pricing strategies…
Penetration
Skimming Competition
Product line

11.  Pricing is the only mix which generates
a turnover for the organization.
 The remaining P’s are the variable cost
for the organization.
 Price must support these elements of
the mix.
 Pricing is difficult and must reflect supply
and demand relationship.

12. Promotion....
Promotion
Personal
Advertisement Hoardings Media Publicity Internet
selling

13. Promotion of product
Easy
recharge
Two two
Validity
talk
offer
plan
Promotion
Reducing
VIP no’s
rates

14. PLACE
The hutch outlets are being situated
in various places in India which includes
16 states.
It has both postpaid outlets and prepaid
outlets.

15. Physical Evidence….
 Before and
After sale
documents
PHYSICAL
EVIDENCE
Sim cards Bills

16. People
People are important because:
 Providing a service, rather than selling a product.
 Quality of personal relationships between company
and clients becomes vital.
 New staff needs thorough training and constant
monitoring.
 Staffing costs the highest cost
 Recruiting specialist staff time consuming and
expensive.
 Strategies and tactics for recruiting, training and
safeguarding relationships.

17. People Include... Higher
managers
Middle managers
Lower managers
Others like:
Technicians
Dealers
Other Employees (BPO Employees)

18. Process
 That “P” of marketing mix
which let customers get the best
of the products.

19. Process of taking a postpaid connection
Go to Hutch Shop
Choose a product (Say Postpaid connection)
Pay the appropriate fees
Take the Respective product (Like SIM Card in this case)
Avail the facilities
Give the feedback

20. Suggestions
 The charges should be less
 The outlets should be opened in the small
towns also
 No. of Hutch PCO should be raised
 More schemes should be introduced
 Customer satisfaction should be there

21. THANK YOU