Presentation on Presentation on

MEGA MARKETING IN SERVICES

Presented by:Shahezad Ahemed and

SACHIN EDKE

Services Marketing MixServices Marketing Mix

Service characteristics add too many Service characteristics add too many challenges in the market place over goods challenges in the market place over goods marketing. The traditional marketing mix marketing. The traditional marketing mix that was developed, keeping in view the that was developed, keeping in view the goals of marketing ,may also be adopted goals of marketing ,may also be adopted to services marketing. But the service to services marketing. But the service organizations cannot satisfy themselves organizations cannot satisfy themselves with the use of these traditional marketing with the use of these traditional marketing mix as they are to stay at sub optimal mix as they are to stay at sub optimal performance in marketing. Merely performance in marketing. Merely

Adopting marketing labels can not resolve Adopting marketing labels can not resolve problems associated with marketing of services. problems associated with marketing of services. The four p’s of traditional marketing mix The four p’s of traditional marketing mix {product, price, place &promotion } are {product, price, place &promotion } are controllable variables. But modern researchers controllable variables. But modern researchers have well identified the limitations and have well identified the limitations and insufficiencies of the traditional marketing mix if insufficiencies of the traditional marketing mix if applied to services also. The marketing mix for applied to services also. The marketing mix for service organizations are product physical service organizations are product physical

evidence price, place, people, promotion evidence price, place, people, promotion and process .and process .

ProductProduct

Services is an intangible product . It Services is an intangible product . It consists of a bundle of features and consists of a bundle of features and benefits that have relevance to a specific benefits that have relevance to a specific target market. As such there is high level of target market. As such there is high level of flexibility and opportunity to be innovative in flexibility and opportunity to be innovative in designing a product offer.designing a product offer.

Physical evidencePhysical evidence

Most services can not be offered without theMost services can not be offered without the support of tangibles . Though customers support of tangibles . Though customers can not see the service, they can definitely can not see the service, they can definitely see the tangible associated , examine themsee the tangible associated , examine them and try to form an opinion on service and try to form an opinion on service provider .provider .

priceprice

The pricing decision is a critical one in The pricing decision is a critical one in services too, as this component of marketingservices too, as this component of marketing mix alone determines the revenue of the mix alone determines the revenue of the firms . Consumers sensitivity to price wouldfirms . Consumers sensitivity to price would be higher in services than in goods.be higher in services than in goods.

placeplace

Services are intangible as well as Services are intangible as well as inseparable . These two characteristics do inseparable . These two characteristics do not allow in service firm to follow the same not allow in service firm to follow the same channel option available for goods channel option available for goods marketing due to the intangible character marketing due to the intangible character of service , traditional wholesaler and of service , traditional wholesaler and retailers can not be used . As services can retailers can not be used . As services can not be stored and can not be separated not be stored and can not be separated from producer, from producer,

People People Service organizations are people orientedService organizations are people oriented and people base organizations . and people base organizations . Employees of service firm constitute the Employees of service firm constitute the major competency in undertaking business major competency in undertaking business operations every employee of the service operations every employee of the service organization is marketing person who organization is marketing person who undertakes either fulltime or part-time undertakes either fulltime or part-time marketing activity.marketing activity.

promotionpromotion

Consumers are co-producers in service Consumers are co-producers in service business the quality of services will not only business the quality of services will not only depend upon the performance of the servicedepend upon the performance of the service provider but also on the performance of theprovider but also on the performance of the service customer.service customer.

processprocess

Process is a functional activity that assuresProcess is a functional activity that assures service availability and quality. The way service availability and quality. The way physical setting is designed technically and physical setting is designed technically and how the functions are scheduled and routed how the functions are scheduled and routed to provide promised services to the to provide promised services to the customers speaks of the efficiency of customers speaks of the efficiency of Process.Process.

Sales promotion strategy of BSNLSales promotion strategy of BSNL

It is nothing but increasing the sale by It is nothing but increasing the sale by different activities and techniques. different activities and techniques. Various techniques and tools can do the Various techniques and tools can do the sales promotion. BSNL LTD.also use sales promotion. BSNL LTD.also use some of techniques, which helped the some of techniques, which helped the company to increase the sale of product/ company to increase the sale of product/ services of company with the sales services of company with the sales promotion the BSNL had improved the promotion the BSNL had improved the sales up to 40 % .sales up to 40 % .

Sales promotion:

Product / services offer by BSNLProduct / services offer by BSNL

Basic telephone services:Basic telephone services:Dataone {broadband}Dataone {broadband}Sancharnet {internet}Sancharnet {internet}Intelligent network:Intelligent network:Celleular mobile services:Celleular mobile services:

The sales promotion techniques of The sales promotion techniques of BSNL BSNL

Advertising :Advertising :On television:On television:On radio:On radio:Posters and pamphlets:Posters and pamphlets:Hoardings :Hoardings :Exhibition :Exhibition :

THANK YOU