Global Services (Brand) Marketing

8/14/2019 Global Services (Brand) Marketing

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GlobalGlobal

ServicesServices(Brand)(Brand)

MarketingMarketing

Chapter 9

Imanuel Hutagalung



What is different aboutWhat is different about

service?service?

Services tend to be moreServices tend to be more intangible,,personalized and custom-made thanpersonalized and custom-made thanproducts.products.

They often marketed differently from They often marketed differently from

products.products. Services are perishable; a serviceServices are perishable; a servicecannot be stored like a productcannot be stored like a product

Service are inseparable; the serviceService are inseparable; the servicecomes into existence only at thecomes into existence only at themoment of delivery and consumption.moment of delivery and consumption.

Services are variable; they areServices are variable; they arenecessarily supplied by people andnecessarily supplied by people andpeople cannot be controlled precisely.people cannot be controlled precisely.

Services can be just as dependent onServices can be just as dependent on



Services and the WorldServices and the World

EconomyEconomy ServicesServices

contributes ancontributes an

average of moreaverage of more

than 60 percent tothan 60 percent tothe gross nationalthe gross national

product of allproduct of all

industrial nations.industrial nations.

In low-incomeIn low-incomecountries, servicescountries, services

account for moreaccount for more

than one-third of than one-third of

GNP.GNP.



Airline servicesAirline servicesAirlines

Efficient reservation systems

Linkups with rental cars andHotel reservations

Transport

Pre-and Post- flightservices

Food and Drink

In-flight ServiceService

Frequency

Vehicle



Problems in the branding of Problems in the branding of

servicesservices Services can be copiedServices can be copied

An idea cannot be patented, it can beAn idea cannot be patented, it can bereproduced easily and quicklyreproduced easily and quickly

Services are difficult to encapsulate andServices are difficult to encapsulate andcommunicatecommunicate Services cannot be shown, displayed,Services cannot be shown, displayed,

seen and felt their presence for aseen and felt their presence for aconstant reminderconstant reminder

Consumers are involved in productionConsumers are involved in production Quality is hard to evaluate andQuality is hard to evaluate and

communicatecommunicate Standardization and quality control areStandardization and quality control are

difficultdifficult



Possible SolutionsPossible Solutions

Exploit additional elementsExploit additional elements Additional 3P’s for service sector: people,Additional 3P’s for service sector: people,

process, physical evidenceprocess, physical evidence Innovate ContinuouslyInnovate Continuously

Make the brand tangibleMake the brand tangible Try to find a way of summarizing the brand in Try to find a way of summarizing the brand in

tangible formtangible form Body Shop products have the sameBody Shop products have the same

appearance and identical colors, McDonald’sappearance and identical colors, McDonald’s

with its ‘golden arches’, Singapore Airlineswith its ‘golden arches’, Singapore Airlinesuses pictures of its stewardess to sum up itsuses pictures of its stewardess to sum up itsapproach to hospitalityapproach to hospitality

Use personal rather than impersonal sourcesUse personal rather than impersonal sources Trying to communicate, in a personal way, the Trying to communicate, in a personal way, the

benefits of the servicesbenefits of the services



Possible Solutions-contPossible Solutions-cont

Develop a continuing relationshipDevelop a continuing relationship Manage consumersManage consumers

Designing the process so that negatives do notDesigning the process so that negatives do notarisearise

Industrialize the serviceIndustrialize the service To make the whole process identical in every To make the whole process identical in every

outletoutlet Select and train staff carefullySelect and train staff carefully

The nature of training must be geared to the The nature of training must be geared to the

brand concerned and what suits one companybrand concerned and what suits one companywill not necessarily suit anotherwill not necessarily suit another

People are the key, selection and training arePeople are the key, selection and training arecentral to the brandcentral to the brand

Manage demandManage demand Use flexible staffing to cope with fluctuations inUse flexible staffing to cope with fluctuations in

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Global Services (Brand) Marketing