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Service Marketing: BY:-Praveen Parmar Professor (C.M.)
Service Marketing: BY:-Praveen Parmar Professor (C.M.)
BY:-
PRAVEEN PARMAR
PROFESSOR(C.M.)
1
What is service ?
SERVICE IS ANY ACT OR
PERFORMANCE THAT ONE PARTY
CAN OFFER TO ANOTHER THAT IS
ESSENTIALLY INTANGIBLE AND
DOES NOT RESULT IN ANY
OWNERSHIP
-PHILIP KOTLER
2
Characteristic of Service
Intangibility
Inseparability
Heterogeneity
Perishability
Ownership
3
What is Marketing ?
• Definition –It is the organization’s task is to
determine the needs, wants, and interests of
target markets and to deliver the desired
product/service more effectively and
efficiently than competitors in a way that
preserves or enhances the consumer’s and
the society’s well-being.
4
Continue..
• Objective of Marketing –
• Sale
• Retain
•Refer - which is carried out by your own
customers
• Marketing when -
Supply more Demand
Supply less Demand
Supply equal Demand
5
The main Steps of Marketing
R STP MM I C
R = Research
STP = Segmentation, targeting and positioning
MM = Marketing mix
I = Implementation
C = Control
6
7 P’s OF SERVICE MARKETING
1. PRICE
2. PLACE
3. PRODUCT
4. PROMOTION
5. PHYSICAL EVIDENCE
6. PROCESS
7. PEOPLE
7
PRICE
Fixed Pricing
Differential pricing
Discount pricing
Diversionary pricing
Guaranteed pricing
High price maintenance pricing
Offset pricing 8
JET AIRWAYS FARE RAILWAYS FARE RAILWAY FARE
RAJADHANI SUPERFAST
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ay
In
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Eu
11
PLACE (DISTRIBUTION)
• SERVICE DELIVERY POINT
• STATIONS, CITY BOOKING AGENCIES /
OUT AGENCIES / RESERVATION
CENTERS ARE OUR SALES OFFICES·
14
PROMOTION
EACH PRODUCT FEATURES TO
BE COMMUNICATED TO CUSTOMER IN
THAT SEGMENT USING SUITABLE
MEDIA (LOT OF WEAKNESS)
ADVERTISING
PERSONAL SELLING
PUBLICITY
SALES PROMOTION
15
PHYSICAL EVIDENCE
PERIFERAL EVIDENCE-
1. A RESERVED TICKET
2. CHEQUE BOOK
ESSENTIAL EVIDENCE
ACTUAL EXPERIENCE OF SERVICE
16
PROCESS
PROCESS OF PRODUCTIN AND DELIVERY OF SERVICE.
CUSTOMER INTERFACE PROCESSES SHOULD BE
COMPUTERISED, MECHANIZED, RATIONALISED AND
SIMPLIFIED.
PROCESSES EXIST ARE COMPLEX ON RAILWAYS
LIKE SOME PROCESSES ARE :
1. RESERVATION PROCESS/REFUND PROCESS/ CLAIM
PROCESS.
2. COMMUNICATION PROCESS.
3. ENTRAINING/DETRAINING PROCESS.
17
PEOPLE
SERVICE PERSONNEL
CUSTOMERS
1. CAREFUL SELECTION AND TRAINING
2. LAYING DOWN NORMS, RULES,
PROCEDURES FOR PERSISTENCE
PERFORMANCE
3. CONSTITANCE APPEARANCE
4. REDUCE INTERFACE – AUTOMATION-
COMPUTERISATION 18
STATUS OF MARKET SHARE OF INDIAN RAILWAY
AS PER RAILWAY BOARD’S STATUS PAPER
40% Passenger
Rail
20%
Passenger
0% Road
1950-51 1996-97 19
PERCENTAGE OF TRAFFIC
TRANSPORTED BY RAILWAYS
YEAR COAL I.ORE CEMENT F.GRAIN FERT. POL I&STEEL
24
WEAKNESSES / THREATS
FOR INDIAN RAILWAYS
MARKETING IS PERIPHERAL ACTIVITY
AND COMMERCIAL DEPARTMENT IS
BASICALLY ENGAGED IN SELLING
BUSINESS ONLY
26
WHAT SHOULD BE THE MARKETING
STRATEGY FOR INDIAN RAILWAYS ?
28
WHAT SHOULD BE THE MARKETING
STRATEGY FOR INDIAN RAILWAYS ?
DEMAND MANAGEMENT / STAGGERING
STRATEGY.(IN CAPACITY CONSTRAINT
SITUATIONS)
30
WHAT SHOULD BE THE MARKETING
STRATEGY FOR INDIAN RAILWAYS ?
33
SERVICE RECOVERY
IMPROVE THE AFTER SALE SERVICE
ADMIT & APOLOGISE
RECTIFY
COMPENSATE
34
MARKETING STRATEGY
FOR INDIAN RAILWAYS
TO CONCLUDE :-
DESIGN, DEVELOP, DELIVER
APPROPRIATE “SERVICE PRODUCT”
QUICKLY AND MODIFY / EXTEND THE
PRODUCTS AS PER NEEDS AND WANTS
OF CUSTOMERS.
35
38
References
1. Services Marketing by Lovelock
2. The Essence of Services Marketing by
Adrian Payne
3. The Marketing Management - An Asian
Perspective by Philip Kotler
4. The Principles of Marketing by Philip
Kotler
5. The marketing of services by Donal &
Cowell 39