Features of Services Sector

 Managing Experiences & Expectations of people.

 Tangibility & Intangibility.
 Human Centric.
 Low Entry Barriers.
 Non Inventorable.
 Needs to be corporatised.
 Needs to be Branded / communicated.
 Revenue Model.
 Value Driven.
 Diverse.
SERVICES SECTOR

 Value drivers are largely intangible

convenience, comfort, ambience

 Value delivery process is almost always human – centric
 Increasing volatility of consumer preference &
expectations
WHY ‘ BRAND’ SERVICES
4 ‘ A’ s OF SERVICES SECTOR

 Acceptability
 Awareness
 Affordability
 Availability
 SERVICES SECTOR
What is the core value proposition?
 
Product Assortment / Innovation
 
Price

Ease of access / availability / delivery

 
Superior Service
“Go to their targeted customer with a very clear message”
 
What to expect?
 
&
  
What not to expect?
MARKETING OF SERVICES

1) Product 9) Purpose

2) Price 10) Perception

3) Place

4) Promotion

5) People

6) Performance

7) Pace

8) Packaging