Service Marketing

SSERVICE ERVICE

MMARKETINGARKETING

Submitted To Submitted To : Prof. Sangeeta Trott: Prof. Sangeeta TrottSubmitted By : Preeti Yadav (19)Submitted By : Preeti Yadav (19)

Vinay Chande (07)Vinay Chande (07)Batch (2011-13)Batch (2011-13)

ITM-SIA BUSINESS SCHOOL ITM-SIA BUSINESS SCHOOL

CONTENTCONTENT Hypothetical Service Product & Aspect

Service Product Name

Core Product & Supplementary Services

Brand Equity

Service Product Logo & Tag Line

Flow Model Of Distribution

Distribution Of Core Services & Supplementary Services

Distribution Options for Serving Customers

Places of Service Delivery

Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing

CONTENT contd…CONTENT contd…Positioning Classification

Strategy Adopted

Re – Positioning & Copy Positioning

Slogan Positioning

Physical Evidence

Promotion

PricingLevel of Customer SatisfactionJaycustomers disrupting the service processPeopleGap Analysis


HYPOTHETICAL SERVICE PRODUCT HYPOTHETICAL SERVICE PRODUCT & &

ASPECTASPECTAt SUBH SANSKRITI, we believe that marriage preparation helps couples achieve the marital success they expect to experience.

The Service product is the solution for the trans-cultural couples who are getting married.

This Service product will be offering the training and assistance for bridging the cultural gaps as - ideas, styles, ideas, styles, religions, ethics, food, languagesreligions, ethics, food, languages etc. whether within a single culture or from one culture to another.

To that end, we are committed to offering you the very best in trans-cultural pre marriage training programs.


Our goal is to partner with new trans - cultural couples to help their marriages start out well.

We believe that a good start helps set a precedent that will last a life time.

To that end, a trained and passionate mentor will be assigned to each newlywed couple to help them walk through the marriage preparation process and the first year of marriage.

We are providing the training for both bride and groom for learning the culture into which they are getting married.

HYPOTHETICAL SERVICE PRODUCT HYPOTHETICAL SERVICE PRODUCT & &

ASPECT Contd…ASPECT Contd…


CORE SERVICE PRODUCT CORE SERVICE PRODUCT &&

SUPPLIMENTARY SERVICESSUPPLIMENTARY SERVICESCORE SERVICE PRODUCT :CORE SERVICE PRODUCT :

Providing trans-cultural pre marriage training programs to the trans - cultural couples

for bridging the gap of cultural differences and giving good start to their married life.

SUPPLIMENTARY SERVICES :SUPPLIMENTARY SERVICES :

CONTENTS OF PROGRAM PACKAGES DURATION SUPPLIMENTARY

Food Preparation Sliver 2 Weeks – 1 Month Free Session From Cookery Classes

Learning Dressing Styles Gold 1 Month – 3 Months Pre-bridal Packages From LAKME SALON

About Festivals Platinum 3 Months – 6 Months Wedding Planner Session

Language Learning

Tips For Special Traditional Events

Traditional Tips


SERVICE PRODUCT NAMESERVICE PRODUCT NAME

“SHUBH SANSKRiTi”

“Rishton Ki Shuruwaat Sanskaro Se…”

“ “ TAGLINE ”TAGLINE ”


Through Advertisement on -Matrimonial websitesSocial Networking sitesNewspapersMagazines – columnTelevision / Radio In Theaters between Movie Interval Word of MouthPartnership with Wedding Planners so that they can suggest our services.

BRAND AWARENESSBRAND AWARENESS


The very popular newly wed celebrities Saif Ali Khan and Kareena Kapoor as a

brand ambassador for this service product.

BRAND ASSOCIATIONBRAND ASSOCIATION


Information And Promotion Flow –

Matrimonial websitesSocial Networking sitesNewspapersMagazines – columnsTelevision / Radio In Theaters between Movie IntervalPartnership with Wedding Planners

FLOW MODEL OF DISTRIBUTIONFLOW MODEL OF DISTRIBUTION


Negotiation Flow – RSS Feeds Column Regulators in Magazines In-House demonstrations by Sales executives

Product Flow –Training CentersVideo ConferencingIn-House Training

FLOW MODEL OF DISTRIBUTION FLOW MODEL OF DISTRIBUTION ContdContd……


CORE SERVICE DISTRIBUTION – Physical delivery at Training Centers or at Home.Course Material – Digital And Printed Documents.Through e- LearningThrough Instructor - led Training

SUPLLEMENTARY SERVICES DISTRIBUTION – Supplementary services will be distributed in the form of gift

vouchers and some are outsourced.

DISTRIBUTION OF CORE SERVICE DISTRIBUTION OF CORE SERVICE &&

SUPPLEMENTAY SERVICES SUPPLEMENTAY SERVICES


Ministores-For Physical service delivery, we will be having our small training centers in different locations of the city for providing the convenience to our customers.

Also, our professional trainers can provide the service for the customer ease at their home for those who don’t have time to come to training centers.

For e – Learning, through our website www.subahsanskriti.comThrough videos available on websiteThrough the reading material available on website

PLACES OF SERVICE DELIVERYPLACES OF SERVICE DELIVERY


http://www.subahsanskriti.com/

At Training Centers and At Home -Service availability Time will be 9a.m. – 9p.m.Days: Tuesday – Sunday, Monday will be rest day.Training will be in slots i.e.

At Website –24/7 service — 24 hours a day, 7 days a week

TIME OF SERVICE DELIVERYTIME OF SERVICE DELIVERY


SLOTS TIMINGS

Morning 9:00a.m – 12:00 p.m.

Afternoon 12:00 p.m. – 3:00 p.m.

Early Evening 3:00 p.m. – 6:00 p.m.

Late evening 6:00 p.m. – 9:00 p.m.

Positioning Classification -

Our service is positioned as a service for special occasion.

Strategy Adopted Based On Breadth Of Service Offering & Number Of Market Served Is –

“Fully focused” as initially our target customers are from big cities like Mumbai, Delhi, Kolkata, Chennai , Ahmedabad and Punjab.

Customers who want to start their married life with full preparation to add more happiness.

POSTIONINGPOSTIONING


Our service is just like a new born baby to this world, which has to go a long way to make a strong position in the market and in the mind of our customers.

Therefore, changes are not required at this stage, hence current positioning as “Special Occasions” carried forward.

RE - POSTIONINGRE - POSTIONING


Copy Positioning is not required as our Product Service is already unique in nature and there is no competition in market till date.

Slogan Positioning-

“Rishton Ki Shuruwaat Sanskaro Se…”

IS COPY POSTIONING IS COPY POSTIONING REQUIRED?REQUIRED?


Message-creating medium - Our logo and Slogan communicates well to the intended audience about the distinctive nature and quality of the service experience.

Attention-creating medium – To make out servicescape stand out from that of competing establishments and to attract customers we have designed our servicescape in the form of Royal King’s fort. Customers will get their specific training with the real feel of home. For example- Royal kitchen where they can feel home environment and

their cooking training, etc

Effect-creating medium – Use of vibrant bright dark colors which symbolizes happiness, occasion, festivals. Like Red, pink, orange…

CRAFTING THE SERVICE CRAFTING THE SERVICE ENVIRONMENTENVIRONMENT


AMBIENT CONDITIONS:• Temperature – Medium \ Depends on whether outside the centre.

• Music – Traditional instrumental , slow beat music with softer volume.

• Scent – Use of nice fragrance which help customers in toning and stimulating, calming, balancing their energy levels and emotions. ( Like White tea fragrance, clove, jasmine and lavender)

• Color – Color is “stimulating, calming, expressive, disturbing, impressional, cultural symbolic. Will add Red, Orange, yellow and Pink color to our service centre.

• Will surround the service centre with plants to add the nature look.

DIMENSIONS OF THE SERVICE DIMENSIONS OF THE SERVICE ENVIRONMENTENVIRONMENT


PRICING APPROACHPRICING APPROACH

• Cost-based Pricing & Value based Pricing-

Pricing relative to financial costs & Activities selected-

•Major cost include fees of the coach, rent of the premises.


STRATEGY TO INCREASE STRATEGY TO INCREASE NET VALUENET VALUE

• Strategy 1-– Enhance gross value, benefits delivered:

Our products come with added value benefits like free other service packages which is supplement & useful for the main occasion.

• Strategy 2-– Reducing the Total outlay of the customers:

We have reduced the time of the customer by reaching to the place of his convenience for making him understand the service.


REVENUE MAXIMIZING REVENUE MAXIMIZING STRATEGY STRATEGY

• Different price buckets based on price sensitivity to

• Different usage times-crash course or full time course

• Flexibility-door step or classroom

• Selecting the contents of the course for learning based on the package of activities selected.


FAIR DESIGN OF REVENUE FAIR DESIGN OF REVENUE MANAGEMENTMANAGEMENT

• Simple pricing Schedules based on the type of course selected.

• No hidden charges.

• Less terms and conditions when in contract for service.


PRICING STRATEGIESPRICING STRATEGIES• How much to charge?

– We have used 80 % costing based & 20 % value based pricing combination as we have highly differentiated service and there are no competitors in market.

• What basis for pricing?

• Different usage times-crash course or full time course• Flexibility-door step or classroom• Selecting the contents of the course for learning based on the

package of activities selected.


PRICING STRATEGIESPRICING STRATEGIES

•Who should collect payment?– Collected by client relationship manager.

•When should payment be made?– 50% in advance and 50% post completion.

•How should payment be made?– We have direct channels of payment such as direct cash,

online directly in the name of the organization.


PRICING STRATEGIESPRICING STRATEGIES

• How to communicate prices?

– Since prices are different for different services they will be communicated by the relationship manager at the time of the first meet.

– We also have fees calculator by name “shagun calculator” which quotes different prices for each package of service.


LEVEL OF CUSTOMER PARTICIPATION

– High — Customer works actively with provider to co-produce the service

- Service cannot be created without customer’s active participation.

- Customer can jeopardize quality of service outcome.


TYPES OF JAYCUSTOMERS

• The Belligerent

• Family Feuders and Vandals

• The Deadbeat


PEOPLE• Backstage – • Website managing Staff

• Cash and customer account management staff

• Admin and facility management staff

• Product Development Staff

• Frontline –• Trainers

• Counsellor

• Business Development Staff

• Tele Callers


PEOPLE• Line OF Difference –

• Qualification

• Work area

• Field of expertise

• Boundary Spanning Roles-

• Delight Customers

• Be fast and efficient in executing operational staff

• Upselling


LEVELS OF EMPLOYEE INVOLVEMENT

• Suggestion Involvement• Employee recommendation

• Job Involvement• Employees retrained, supervisors reoriented to facilitate

performance.

• High Involvement• Information is shared

• Employees skilled in teamwork, problem solving etc.


GAP ANALYSIS

• Gap 5

• Difference between expected and perceived quality


THANKYOU

Service Marketing

Marketing

Transcript of Service Marketing