for BSNL internal circulation only

E4E4--E5 (MANAGEMENT)E5 (MANAGEMENT)

Marketing of ServicesMarketing of Services

for BSNL internal circulation only

AGENDAAGENDA

Define marketing

Describe service and its difference from

product

List the services marketing mix

Apply the marketing mix to BSNL services

Understand marketing activities of BSNL

for BSNL internal circulation only

WHAT IS MARKETING… ?WHAT IS MARKETING… ?

Analyzing the needs of the people?

Trying to guess what types of products

they want?

Estimate how much they will buy?

Predict when they will want to buy?

Determine where they go to buy the stuff?

for BSNL internal circulation only

WHAT IS MARKETING… ?WHAT IS MARKETING… ?

Advertising?

Promotions?

Making products available in stores?

Maintaining inventories?

Selling?

for BSNL internal circulation only

MARKETING….MARKETING….

The sum of all activities that take you to a

sales outlet. After that sales takes over.

The process of planning and executing the

conception, pricing, promotion, and distribution

of ideas, goods, services to create exchanges

that satisfy individual and organizational goals.

for BSNL internal circulation only

MARKETING MANAGEMENTMARKETING MANAGEMENT

The art and science of choosing target

markets and getting, keeping, and growing

customers through creating, delivering, and

communicating superior customer value..

PRODUCT FEATURE

� Form: size, shape, physical structure;

� Features: definite features

� Performance quality: the level at which the

product's primary characteristics function

� Conformance quality: the degree to which

all the units of the product perform equally

� Durability: the product's expected operating

life under natural or stressful conditions

for BSNL internal circulation only

PRODUCT FEATURE

� Reliability: the probability that the product

won't malfunction or fail

� Reparability: the ease with which the product

can be fixed if it malfunctions

� Style: the product's look and feel

� Design: the way all the above qualities work

together (it's easy to use, looks nice, and lasts a

long time)

for BSNL internal circulation only

Major Characteristic of Services

� Intangibility – Services are intangibility cannot

be seen, tasted, felt, heard or smelled before

purchase.

� Inseparability - Services are produced and

consumed simultaneously.

� Variability or Heterogeneity – Services are

highly variable

� Perish-ability – Services cannot be stored.

for BSNL internal circulation only

SERVICE MARKETING

� Service Marketing has 7 Ps like 7 Notes of

Music.

� 4 Ps of Product Marketing are Product , Price,

Promotion & Place.

� Additional three Ps are required for service

marketing i.e. People, Process & Physical

Evidence.

� 7 Ps are also called Marketing Mix.

for BSNL internal circulation only

for BSNL internal circulation only

MKTG MIX FOR SERVICESMKTG MIX FOR SERVICES

Promotion (Communication)

Product (Customer Solution)

Physical Evidence ( Success depends upon its Creation)

Price(Customer Cost)

customers

Place,(Customer Convenience)

Ps for Product Marketing

+ Ps for Service Marketing

for BSNL internal circulation only

STRATEGIC MKTGSTRATEGIC MKTG

Strategic marketing management is concerned

with how we will create value for the customer

Asks two main questions

What is the organization’s main activity at a particular time? –

Customer Value

What are its primary goals and how will these be achieved? –

how will this value be delivered

for BSNL internal circulation only

PRODUCT LIFE CYCLEPRODUCT LIFE CYCLE

for BSNL internal circulation only

MARKETING ENVIROMENT & MARKETING ENVIROMENT & COMPETITOR ANALYSISCOMPETITOR ANALYSIS

SWOT ( Strength, weakness, Opportunity and

Threats) Analysis

PEST (Political, Economic, Social and

Technological ) Analysis

Five forces analysis

for BSNL internal circulation only

PORTER’S FIVE FORCESPORTER’S FIVE FORCES

for BSNL internal circulation only

STRATEGY FORMULATIONSTRATEGY FORMULATION

Environmental Analysis

PEST &Porter’s Five Force

Analysis

Technology Know-How

Manufacturing Know-How

Marketing Know-How

Distribution Know-How

Logistics

Strength & Weaknesses

Identity Core Competencies

Opportunities & Threats

Identify opportunity

Fit internal Competencies with external opportunities

Firm Strategies

for BSNL internal circulation only

MARKETING PROCESSMARKETING PROCESS

Business Mission Statement

Objectives

Situation or SWOT Analysis

Implementation Evaluation, Control

Target Market Strategy

Marketing Strategy

Product PromotionPlace/Distribution Price

Marketing Mix

People Process Physical Evidence

MARKETING IN BSNL

� Marketing cells in each vertical i.e. CFA, CM and

Enterprise.

� Many advertising campaigns, launched on various

occasions.

� Brand ambassadors have also been appointed.

� Market research & surveys are also used to ensure

Success & measure response to various campaigns

for BSNL internal circulation only

MARKETING IN BSNL

� Segmentation of customers is also done such as rural,

urban, commercially important, corporate, students etc.

Try to answer the following:

� Product Life Cycle in your area for: Landline, WLL, Mobile,

Broadband

� BSNL Marketing Strategy for above services in your area:

� Market Segmentation applied by BSNL for above Products

for BSNL internal circulation only

KEY TERMS

� Marketing network- A web of connections among a

company and its supporting stakeholders—customers,

employees, suppliers, distributors and others.

� Market- oriented strategic planning-The

managerial process of developing and maintaining a

viable fit among a company's objectives, skills, and

resources and its changing market opportunities

for BSNL internal circulation only

KEY TERMS

• Brand-A company or product name, term, sign,

symbol, design.

• Demand- Wants for a specific product .

• Differentiation- Designing a set of meaningful

differences to distinguish a company's offering

from competitors' offerings

for BSNL internal circulation only

KEY TERMS

� Need-A basic human requirement, such as food,

air, water, clothing, and shelter, as well as

recreation, education, and entertainment.

� Positioning-The central benefit of a market

offering in the minds of target buyers.

for BSNL internal circulation only

KEY TERMS

� Pull marketing- A type of marketing that attempts to

persuade the customer to try a product and continue to

use the product. Advertising is an example of it.

� Push marketing- A type of marketing in which the

product is "pushed" from the seller to the consumer.

Direct sales force, contests, free trials etc. are its

examples.

for BSNL internal circulation only

KEY TERMS

� Satisfaction-A customer's feelings of pleasure or

disappointment resulting from comparing a product's

perceived performance with the customer's expectations

of that performance.

� Value- The ratio between what a customer gets and

what he or she gives in return.

� Want- A desire that occurs when a need is directed to

specific objects that might satisfy that need.

for BSNL internal circulation only

for BSNL internal circulation only