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DESIGNING THE COMMUNICATON MIX FOR SERVICINGGroup members :
Gautam
Rohan
Vaishali
COMMUNITCATION PLAYS A KEY ROLE IN MARKETING
Communication helps in creating powerful image and a sense of credibility, confidence and reassurance.
ADDING VALUE THROUGH COMMUNICATION CONTENT
Information
Advice
1. What service are available2. Where and when services is available3. Cost of service
INTERNAL COMMUNICATIONS
Communications from senior managers to their employees plays a vital role in maintaining and nurturing a corporate culture founded on specific values.
Internal communication helps : Ensure efficiency Satisfactory service delivery Achieve productive and harmonious working
relationship Build employee trust Respect and loyalty
COMMUNICATION SERVICES PRESENTS BOTH CHALLENGES AND OPPORTUNITIES
OVERCOME THE PROBLEM OF INTANGIBILITY
Abstractness
Generality
Nonsearchability
Mental impalpability
ABSTRACTNESS
Services which do not have one to one correspondence with physical objects. Ex. : financial securities, expert advice
Challenge for marketers is to connect services to concepts.
GENERALITY
Refers to items that comprise a class of objects, persons or events. Ex: Flight attendants, cabin service
Customers of service know what they are.
Marketers have to communicate what makes a specific offering distinctly different from competing offerings.
NONSEARCHABILITY
Refers to the fact that intangibles cannot be searched or inspected before they are purchased.
Ex: appearance of health club
MENTAL IMPALPABILITY
Refers to fact that many services are sufficiently complex, multidimensional
FACILITATE CUSTOMER INVOLVEMENT IN PRODUCTION
When customers are involved in service production, they need training to perform well.
Ex : adventurous activities(rock climbing, skiing)
One approach is to show service delivery in action.
HELP CUSTOMERS TO EVALUATE SERVICE OFFERINGS
It is difficult for customers to distinct services of different firms
Providing tangible cues related to : Service performance Highlighting the quality of equipment and
facilities Emphasizing employee characteristics
SIMULATION OR DAMPEN DEMAND TO MATCH CAPACITY
Some services are time specific and cant be stored for resale at later date. Ex: - movie ticket
Strategy: Reduce use during peak demand periods and
stimulate it during off-peak periods
PROMOTE THE CONTRIBUTION OF SERVICE PERSONNEL
In high contact services, front-line personnel are central to service delivery.
An ad that shows employees at work helps prospective customers understand the nature of the service encounter.
TARGET AUDIENCE
Divided as: Prospects Users Employees
SPECIFYING COMMUNICATION OBJECTIVES
Marketers need to be clear about their goals to formulate specific communication objectives and select most appropriate messages and communication tool to achieve them.
KEY PLANNING CONSIDERATIONS
Marketing communication campaign should reflect a good understanding of the service product and how well prospective buyers can evaluate its characteristics in advance of purchase.
THE MARKETING COMMUNICATION MIX
MESSAGES TRANSMITTED THROUGH PRODUCTION CHANNELS
Front line staff
• Serve customer either face to face or by telephone
Customer training
• Companies selling complex B2B services, offer formal training courses to familiarize customers with the service product
Service outlet
• Both planned and unintended messages reach customers through the medium of service delivery environment itself.
• Banners, posters, brochures etc.
• Servicescape (physical display of outlet)
MESSAGES TRANSMITTED THROUGH MARKETING CHANNELS
Personal selling
Trade shows
Advertising
Direct marketing
Sales promotion
Public relations
MESSAGES ORIGINATING FROM OUTSIDE THE ORGANIZATION
Word of mouth
•Recommendations from other customers are viewed as more credible.
Editorial coverage
•Media coverage firms and their services is stimulated by PR activities, broadcasters and publishers
ETHICAL ISSUES IN COMMUNICATION
Unrealistic service promises result from poor internal communications between operations and marketing personnel.
BRANDS AND COMMUNICATIONS
CORPORATE BRANDS
Presented brand •How the company presents itself through its own controlled communications.
External brand •Through non marketer-controlled channels
Brand meaning •Refers to customers dominant perceptions of the brand and the associations that come to mind
SUBBRANDS
Apply branding principles to specific products or processes as a way of both distinguishing a firm’s service offerings and also differentiating each of them from competing alternatives.
THE ROLE OF CORPORATE DESIGN
Corporate design strategies are created by external consulting firms.
Objective – provide a unifying and recognizable theme linking all the firm’s operations in a branded service experience through strategic use of physical evidence.
MARKETING COMMUNICATIONS AND THE INTERNET
INTERNET APPLICATIONS
Communications task: Promoting consumer awareness and interest Providing information and consultation Facilitating two way communication with
customers through e-mail and chat rooms Stimulating product trail Enabling customers to place orders Measuring the effectiveness of specific
advertising and promotional camaigns
WEB SITE DESIGN CONSIDERATIONS
Web site should contain information that a company’s target customers will find interesting and useful.
INTERNET ADVERTISING
Goal : Draw online traffic to advertiser’s own site.