Services Marketing

Assignment 1 November 2010 Assignment Title: Services Marketing Strategy Student Name:Shalu Mani Degree: BBA Assignment No: 1 Weight: 10% Student Register No:A8222404 Semester: VI

Criteria for marking - Plan Ability to understand and present the uniqueness of the chosen service Discussion on marketing challenges Identifying the strategies used by the company to deal with those challenges Analysis of the Services Marketing Mix Identifying the Target Segment Written English Language Skills Report Format Referencing Total

Max Marks 10 10 10 30 10 15 10 5 100

Marks Obtained

Remarks

 The unique features and characteristics of the service chosen?



Laboratories & Workshops

All the Laboratories are well furnished and equipped to the international specifications and standards. Some of our main laboratories and workshop facilities are: Central Computing Facility Quantum Photon Bohr Hercules Ulysses Advanced Resource Centre Basic Electronics Lab Integrated Circuits lab Microprocessor Lab Logic Design Lab Communication Lab Transducers/Measurements Lab Process Control Lab Electrical Lab Civil Workshop Mechanical Workshop Library The Rajagiri School of Engineering and Technology library was established in 2001. The information center is fully computerized with a collection of books, periodicals and non-book materials. RSET library collection is divided in toTextbook section Reference section General collection This information center has been provided with not only scientific and engineering books but also with books of general interest catering to the personality development of the user community especially of the students. The objectives of the library are: To provide up-to-date relevant information at the right time To support the educational, research and development activities of RSET To create cultural development through promoting the reading habits of the students.

Library Organization RSET library operates on an open access system. The documents are classified by the Dewey Decimal Classification scheme. "Autolib" is the software used for the computerization of the library. At present RSET library subscribes to 45 periodicals. We have a digital library with a collection of 500 CD ROMs, 100 Floppies & Cassettes. Internet facility is provided for the user community. Reprographic facility is also available in the library. The vision of the RSET Information Centre is to develop a virtual library by adopting new information technology as per the trends. The information centre aims to fulfill the demands of the users and provide maximum online services, ie, E-journals, E-databases, CD ROM databases and to create a reading habit among the user community especially for the students and faculty by providing right information in right time.


Computing & Information Resources The PERCEPTRON - Central Computing Facility "The Perceptron" a full-fledged, state-of-the-art, Central Computing Facility is one of the most modern, automated frameworks of Rajagiri School of Engineering and Technology. Built on a Neural Network theme, this facility caters to the computing, information processing and multimedia requirements of the entire college. Fully air-conditioned and professionally furnished, this centre has 63 Pentium IV workstations with an option to boot into Windows 2000 Professional or Red Hat Linux 8.0. Three high-end servers from IBM and HP support these workstations and provide domain logon for Windows and Linux platforms. These servers running round the clock provide support to the Rajagiri Campus Intranet, which connects information resources across the RSET Central Library, Rajagiri School of Management Library and its Computer Lab. This provides total information sharing and processing throughout the Rajagiri Campus. This hub connects to the World Wide Web through a High Speed 24/7, 2 mbps full duplex Radio link Internet connection. This centre also houses the Rajagiri Web server, Mail Exchange Server and FTP Server. "The Perceptron" is completely equipped to conduct Multimedia Lectures and Online presentations. Live broadcast of the lectures conducted here is also possible. The lab functions from 8.00 a.m. to 8.00 p.m. on all days including holidays, and provides a unique login ID and share space to all members of the RSET family. Technical Information for Campus Intranet users: File Server data sheet: 1. Central server for Campus Intranet Name : BRAIN Class : IBM e-Series : Windows 2000 Server on Pentium Xeon Features RAID

: Windows 2000 direct domain logon with Unique Rajagiri ID 2. Linux Server Name : TUX Class : HP e-Series : Red Hat Linux Server on Pentium III Features Data secured by NETRAID Logon : Linux logon with Unique Rajagiri ID 3. Multimedia and Broadband Access Server Name : GATEWAY Class : Wipro Genius : Windows 2000 on Pentium IV Proxy for Internet access at port 80 Features High Speed Laser Print Services Database for Facility Monitoring System 4. Web/Mail Server Name : mail.rajagiritech.ac.in Class : HP e-series : Debian Linux on Pentium III Features Firewall and Mail services Workstation data sheet: Name : NeuronXX - XX stands for machine number Class : Wipro Genius : Windows 2000/Red Hat Linux 8.0 on Pentium IV Features Dual boot option RASETCENTRAL Domain Helpline: Facility is open from 8.00 a.m. to 8 p.m. on all days Dial 218 for technical support within the campus Mail to ccf@rajagiritech.ac.in for any administrative assistance, Lecture reservations, online examinations etc. Logon  marketing challenges

       

The role of government in education and training The impact of education and training on each development Marginalization of the educational sector The urban origin of students Improving the entry of rural young people into the education System Rural illiteracy The "ruralization" of basic and secondary education The cultural gap and extension work

 What strategies are adopted by your chosen company to deal with those challenges?

1. Adjusting training to student needs and faculty training

y y

Relationships with the management and students. Development objectives, local needs and community participation.

2. From public service needs to the needs of the students and self development
y y

The new requirements for education and training The shift from planning to orientation

3. Relationships with regional and international institutions

y y y y

Problems related to institutions and organizations Inter institutional co-ordination and co-operation The experience of the interstate schools The role of international organizations in support of education

 How do marketers of your chosen service company deal with the demand and supply mismatch? Shifting demand through advertisements in non academic times. Stimulate demand during non-academic time through various selection procedures.  What is the service product mix of your chosen company? Social Services educational Services counseling Services faculty training training for curricular instructions and extracurricular activities  What are its product lines? y Wi-Fi campus y Hi-tech classrooms y Faculty y Echo friendly campus  What are its service brands?  Rajagiri School of Social Sciences  Rajagiri School of Engineering and Technology  Rajagiri School of Computer Science  Rajagiri School of Library and Information Sciences  Rajagiri School of Management

 Rajagiri Business School  Rajagiri International School of Education and Research  Rajagiri College of Management and Applied Sciences  Rajagiri High School  Rajagiri Public School  Rajagiri Christu Jayanthi Public School  Viswajyothi Public School  Amala public school,Moothedathukavu,Vaikom  Rajagiri Kindergarten  Mithradam Renewable Energy Centre  What is its pricing strategy? y Installment in paying fee. y Semester paying system.  How is the service product distributed? Educational agencies Direct distribution  Who is the target segment for the service products? y Youth the students those who seeking for a better future. y Children- they can study in better way of education. y Teens help to build their goals. y Common society- those who all want education, they are the target customers of educational institutions  How is the service products positioned? Aiming on qualified students  What is the companys Marketing Communication Mix? y Advertisement y Promotion y Word of mouth  What is the role of People in your chosen company? Students- taking the admission, attending classes Faculties - teaching  What Process are involved in the service production? Advertisement- Information Application form -Management- student interaction Selection procedure Taking admission Laptops, textbooks

Paying fee  What Physical Evidence is used by the company to compensate for the intangibility. o Laptops o Text books o faculties o buildings o labs