Mm ppt
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Transcript of Mm ppt
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TANGIBILIZING THE INTANGIBLEAVIK PAUL
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SERVICES
•Any act of performance that one partly can offer 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.
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SERVICE MIX•Pure tangible goods
•Good accompanying services
•Hybrid
•Service accompanying goods •Pure service
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Characteristics of servicesIntangibility Cant see/touch/feel Inseparability
Production/distribution /
consumption simultaneous
Heterogeneity Perishabilityvariation in quality/ time Cant be stored
consumed/extent of service
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Therefore, challenges…
.. Tangibilize the intangible
.. Increase productivity of providers who are inseparable from products
.. Standardize the quality
.. Optimize demand movement & supply capacity
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•InventoryServices
Intangibility
Inseparability
Inconsistency
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SERVICE CHARACTERISTICS-INTANGIBILITY
•“Manage the evidence” and “tangibilize the intangible”
•Create physical image of service offer and add physical evidence.
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Intangibility
Marketing Implications - No patent - No ready display - Communications problem - Pricing difficulty
Strategies
-Tangible clues- place / people / equipment / symbols- Personal sources - Word of mouth- Image / branding
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TANGIBILIZATION AND EVIDENCE CHECKLIST
•Place•People•Equipment•Communication material•Symbol•Price
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TANGIBILIZING THE INTANGIBLE•Visualization•Association•Physical Representation•Documentation•People Involvement•Promotion•Branding
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PROBLEMS OF INTANGIBILITY•Abstractness-
E.g.- abstract concepts such as financial security, expert advice or safe transportation.
•Generality-E.g.- airline seats, flight attendants, cabin service.
•Nonsearchability-E.g.- physical attributes, such as the appearance of a health club and equipment installed, can be checked in advance but the not the experience of working with a trainer
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TANGIBILIZING THE INTANGIBLESVISUALIZATIONHotels depicting benefits of dinning at restaurant through advertisement.
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TANGIBILIZING THE INTANGIBLEASSOCIATION
Abhishek Bachan with Idea Shah Rukh Khan with Airtel
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TANGIBILIZING THE INTANGIBLEPHYSICAL REPRESENTATION
Citibank credit card in gold or Platinum symbolizes a status.
Airline dress symbolizes visibility,reliability and
cleaniness.
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TANGIBILIZING THE INTANGIBLEDOCUMENTATIONCiting facts and figures in support of performance.
100% placementNo. 1 rank in India Major Awards Won By Jet Air
% Of People Preferring Jet Air
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TANGIBILIZING THE INTANGIBLEPEOPLE INVOLVEMENTPeople are often critical element in service delivery
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TANGIBILIZING THE INTANGIBLEPROMOTIONPersonal care through promotion campaigns/communication material offers life long assurance scheme.
Aviva- “Kal par control”HDFC- “Sir utha ke jiyo” Brochures
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TANGIBILIZING THE INTANGIBLEBRANDINGBranding helps in differentiation of the service from competitors.
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THANK YOU