THE SERVICE PRODUCT

NAME :- TEJAS JAYRAM WALVE.

STD :- T.Y.B.M.S (MARKETING)
SUBJECT :- SERVICE MARKETING
LET’S SEE WHAT IS PRODUCT AND
SERVICE :-
 A Product is a bundle of satisfaction that a Customer buys. It is a set of attributes put
together in some distinct for.
 Examples of Products are :- Mobile, T.V. , Laptops, Biscuit, Soaps.
 According to American Marketing Association services are “activities, benefits or
satisfaction which are offered for sale or provided in connection with sale of goods.”
 Examples of Services are :- Banking, Teaching, Doctors, Lawyers, Insurance.
WHAT IS A SERVICE PRODUCT ?????

 Service product is when a business offers a service and a product

or a good together as its practice.
 Product-service systems (PSS) are business models that provide
for cohesive delivery of products and services.
CONCEPTUALISATION OF SERVICE
CONCEPT :-
1) CUSTOMER BENEFIT CONCEPT :-
A] It is concerned with what benefit customer seeks.
B] Customers are not buying the goods or services, they are only buying specific benefits
and value.
2) SERVICE CONCEPT :-
A] The Service Concept Takes The Customer Benefit Concept And Translate Them To Determine The
Intentions Of The Organisation.
B] There Are Various Level Of The Products :-
1] Core Service (Benefit) Level.
2] The Expected Service Level.
3] The Augmented Level.
4] Potential Level.
3) SERVICE OFFER AND SERVICE PACKAGE :-
A] Service offer spells out in more details those services to be provided, how they will be provided and to
whom.
B] The service package is the product dimension of service.
4) SERVICE DELIVERY :-
A] The service delivery system spells out how the service is provided to the customer.
B] The integral part of managing the service offering are new service development,
managing the service life cycle, branding and positioning the service.
NEW SERVICE DEVELOPMENT :-

1) New product or service development is the most important component of product or

service management.
2) There are five types of new services :-
A] Style Change
B] Service Improvements
C] Service Line Extension
D] New Services
E] Major Innovations
STAGES IN NEW SERVICE DEVELOPMENT :-

1) Idea generation
2) Idea screening
3) Concept testing
4) Business analysis
5) Service development
6) Market testing
7) Launch/ commercialisation
8) Review of market performance
SERVICE LIFE CYCLE CONCEPT :-

1) INTRODUCTION
2) GROWTH
3) MATURITY
4) DECLINE