PUBLIC SERVICES

“A STRATEGICAL APPROACH ON
SOCIAL MARKETING &

RELIGIOUS SERVICES MARKETING”

BY:
Topics to be covered :-
 CONCEPT OF PUBLIC SERVICE
 SIZE AND ROLE OF SERVICE SECTOR
 IMPORTANCE OF PUBLIC SERVICE MANAGEMENT
 UNIQUE CHARACTERISTICS OF SERVICE AND ITS
IMPLICATION TO PUBLIC SERVICE MANAGEMENT
 8 P’S OF INTEGRATED SERVICE MANAGEMENT
 INTEGRATION THE MARKETING, THE OPERATION AND
HUMAN RESOURCE FUNCTION: THE TRINITY APPROACH
What is Public Service ???
•Employment within a governmental
system, especially within the civil
service.
•A service performed for the benefit of
the public, especially by a non-profit
organization.
•The business of supplying an essential
commodity, such as communications or
transportation, to the public.
• Public services is a term usually used to
mean services provided by the government
to its citizens, either directly (through the
public sector) or by financing private
provision of services.
• 3 important Public services to citizens:
Welfare
Healthcare
Education
 why
marketing via
public service is
important?
•What is the scenario of today’s economy?
•What is the direction of the government in
the development of the country?
 INTEGRATED APPROACH TO SERVICE
MANAGEMENT & MARKETING
• Product elements
• Place, cyberspace, and time.
• Process
• Productivity and quality
• People
• Promotion and education
• Physical evidence
• Price and other user outlays
PUBLIC SERVICE MANAGEMENT
TRINITY
• THREE IMPORTANT MANAGEMENT
FUNCTIONS:
Marketing
Operations
Human resources
• Management functions play a central and
interrelated role in marketing, operations
and human resources.
 MARKETING FUNCTIONS
• Evaluate and select market segments.
• Research customer needs and preferences in each segment.
• Monitor competitors, identifying their strengths and weaknesses, quality levels and
strategies.
• Design the core product, tailoring its characteristics to the needs of the chosen market
segments.
• Set prices that reflect costs, competitive strategies and and consumer sensitivity to different
price levels.
• Tailor location and the scheduling of service availability to customers’ needs and
preferences.
• Develop communication strategies, using appropriate media to transmit messages.
• Create programs for rewarding and reinforcing customer loyalty.
 INTERDEPENDENCE OF THREE
MANAGEMENT FUNCTIONS
• Marketing, operations and human resources management-these are all
interrelated in planning and implementing marketing strategies.
• Marketing function in service organizations depends on the procedure,
personnel and facilities managed by the operations functions.
• People are needed for operational tasks, for performing variety marketing tasks
and for administrative support.
• If employees understand and support the goals of their organization, have the
skills and competent to succeed in their job and recognize the importance of
creating and maintaining customer satisfaction, the marketing and operational
functions will be substantially easier to manage.
 INDEPTH’S OF SOCIAL
MARKETING

• Social marketing is a process that applies

marketing principles and techniques to
influence behaviors that benefit individuals,
as well as society.
• Philip Kotler of Northwestern University
first distinquished this discipline in the
early 1970s.
• It has been successfully used to influence
behaviors that improve health, reduce
injuries, protect the environment and
engage communities.
 Marketing
mix
strategy
• The term 'marketing mix' is a foundation model for businesses, historically centered around
product, price, place, and promotion (also known as the "4 Ps"). The marketing mix has been
defined as the "set of marketing tools that the firm uses to pursue its marketing objectives in
the target market". Thus the marketing mix refers to four broad levels of marketing decision:
product, price, place, and promotion.
• People are essential in the marketing of any product or service. Personnel stand for the
service. In the professional, financial, or hospitality service industry, people are not
producers, but rather the products themselves. When people are the product, they impact
public perception of an organization as much as any tangible consumer goods. From a
marketing management perspective, it is important to ensure that employees represent the
company in alignment with broader messaging strategies. This is easier to ensure when
people feel as though they have been treated fairly and earn wages sufficient to support their
daily lives.
• Process refers to a "set of activities that results in delivery of the product benefits". A process
could be a sequential order of tasks that an employee undertakes as a part of their job. It can
represent sequential steps taken by a number of various employees while attempting to
complete a task. Some people are responsible for managing multiple processes at once. For
example, a restaurant manager should monitor the performance of employees, ensuring that
processes are followed. They are also expected to supervise while customers are promptly
greeted, seated, fed, and led out so that the next customer can begin this process.

• Physical evidence refers to the non-human elements of the service encounter, including
equipment, furniture and facilities. It may also refer to the more abstract components of the
environment in which the service encounter occurs including interior design, colour schemes
and layout. Some aspects of physical evidence provide lasting proof that the service has
occurred, such as souvenirs, mementos, invoices and other livery of artifacts. Physical
evidence is important to customers because the tangible goods are evidence that the seller
has (or has not) provided what the customer was expecting.
 STEPPING TOWARDS RELIGIOUS SERVICES
MARKETING
• A salient example of religious-marketing interaction in Islam is represented by the halal
LP(Islamic permissible) industry, which now includes “sectors beyond the food market such as
pharmaceuticals, cosmetics, toiletries, and services such as banking, insurance, and tourism,”
by giving life to “a new market of consumer”.
• Marketing communication is vital strategic tool for religious organizations to achieve
competitive differentiation.
• The study uses media richness theory with compeetitive response to develop hypothesis
about the use of personal and non-personal channels by religious organizations.
• The study uses unique primary survey data on 568 Hindu, Muslim, Christian, Sikh and Jain
organizations spread over 7 states in India, collected between 2006 and 2008, descrbing a
way of marketing products that preserves the spiritual identity of the institution.
PARALLEL OF RELIGIOUS
SERVICES MARKETING
 Conclusion
 Social marketing and religious services
marketing could be done through public service
announcements, billboards, mass mailings,
media events and community outreach.

 The ‘public’ you might need to address include

your target audience.

 Research is used to elucidate and shape the

final product, price, place, place, promotion and
related decisions.