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8/3/2019 Role of STP for Marketing a Periodical (2)
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By: Abhishek Mishra
Rahul Jogi
Ram Upadhyay
Ravi Shah
Tahjib Patel
1/20/2012 1PROBATIVE (ISBE-A) SERVICE MARKETING
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Flow of PresentationIntroduction to Service Sector
Difference between Physical Goods & Services
Characteristics of Services
Performance Analysis
Encounter & Levels of Services
Importance of STP
Market Segmentation & Target Market Selection
Positioning & Service Delivery System
Primary Research
Conclusion
Recommendation
1/20/2012 2PROBATIVE (ISBE-A) SERVICE MARKETING
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The services sector has been growing at therate of 8% per annum in recent years.
More than half of our GDP is accounted forfrom the services sector.
This sector dominates with the best jobs, best
talent and best incomes.
The Service Sector
There are no such thing as service industries. There are onlyindustries whose service components are greater or less than thoseof other industries. Everybody is in service. - Theodore Levitt
1/20/2012 3PROBATIVE (ISBE-A) SERVICE MARKETING
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Physical goods Services
Tangible Intangible
Homogeneous Heterogeneous
Production and distribution are
separated from consumption
Production, distribution and
consumption are simultaneousprocesses
A thing An activity or process
Core value processed in factory Core value produced in the buyer-seller
interaction
Customers do not participate in the
production process
Customers participate in production
Can be kept in stock Cannot be kept in stock
Transfer of ownership No transfer of ownership
Difference between Physical Goods &Services
1/20/2012 4PROBATIVE (ISBE-A) SERVICE MARKETING
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Characteristics of services:
Intangibility
InseparabilityPerishabilityVariability
The Three Additional Ps of Service Marketing:
PeoplePhysical evidenceProcess
1/20/2012 5PROBATIVE (ISBE-A) SERVICE MARKETING
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Importance Performance
Analysis
Concentrate
Here
Keep up the
good work
Low Priority Possible Overkill
IMP
ORTACE
P E R F O R M A N C E1/20/2012 6PROBATIVE (ISBE-A) SERVICE MARKETING
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Encounter of Services
High Contact
Services
Medium Contact
Services Low Contact Services
People process
Possession
Processing
Mental Stimuli
processing
Informationprocessing
1/20/2012 7PROBATIVE (ISBE-A) SERVICE MARKETING
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Car repair Barber
Air lines
Low
Low
High
Hig
h
Contact
AudienceSize
PeriodicalMagazine Air lines
Encounter Levels of Services
1/20/2012 8PROBATIVE (ISBE-A) SERVICE MARKETING
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Theoryand Importance of STP:
SEGMENTATION:IDENTIFYING
MEANINGFULLYDIFFERENT GROUPS OF
CUSTOMERSTARGETING:
SELECTING WHICH
SEGMENT(S) TOSERVE
PRODUCT PRICE
DISTRIBUTION
PROMOTION
POSITIONING:IMPLEMENTING
CH
OSEN IMAGE &APPEAL TO CHOSENSEGMENT
1/20/2012 9PROBATIVE (ISBE-A) SERVICE MARKETING
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Market Segmentation
PROBATIVE (ISBE-A) SERVICE MARKETING
Mass
Market
Niche Micro-
marketing The
Individual
Personal-
izationMicro-
marketingNicheStandardizedMarketing
Mix1/20/2012 10
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Target Market Selection
PROBATIVE (ISBE-A) SERVICE MARKETING
Identify Total MarketIdentify Total Market
Determine Need forDetermine Need for
SegmentationSegmentation
Determine Bases forDetermine Bases for
SegmentationSegmentation
Profile Each SelectedProfile Each Selected
SegmentSegment
Assess Potential ProfitabilityAssess Potential Profitability
of Segment and Selectof Segment and Select
Target SegmentTarget Segment
Select PositioningSelect Positioning
StrategyStrategy
Develop and ImplementDevelop and Implement
Appropriate Marketing MixAppropriate Marketing Mix
Monitor, Evaluate andMonitor, Evaluate andControlControl
1/20/2012 11
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PRODUCT
POSITIONING:IMPLEMENTING CHOSEN
IMAGE & APPEAL TOCHOSEN SEGMENT
PREMIUM
BASIC
DURABLE
PROMOTION
PRESTIGE
FUN
POWERFUL
PREMIUM
VALUE
LOW PRICE
PREMIUM
DISTRIBUTION
EXCLUSIVE
SELECTIVE
INTENSIVE
Positioning
1/20/2012 12PROBATIVE (ISBE-A) SERVICE MARKETING
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Technical Core
Advertising
Market ResearchSurvey
Billings/Statements
Random exposure toFacilities, personnel
Word of Mouth
TheCustomer
HomeDelivery
Self ServicesEquipment
Phone,
Web site
Back Stage(Invisible)
Front Stage(Visible)
Service operationssystem
Other Contact pointsServiceDeliverySystem
1/20/2012 13PROBATIVE (ISBE-A) SERVICE MARKETING
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PrimaryResearch
Sample Size : 100
Area for research: Ahmedabad:Iscon MallCentral MallC G Road
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63
1216
9
0
10
20
30
40
5060
70
English Gujarati Hindi Others
Language Preference Statistics
3639
169
0
5
10
1520
25
30
35
40
45
Less than30 min
30 to 60min
60 to 120min
More than 2hr
Time Spent for Reading
1/20/2012 16PROBATIVE (ISBE-A) SERVICE MARKETING
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Qualityofservice
33
12
5
39
11
05
10152025
30354045
StronglyAgree
Agree Not Sure Diasagree StronglyDisagree
17
37
6
26
14
05
1015
2025303540
StronglyAgree
Agree Not Sure Disagree StronglyDisagree
QualityofContent
1/20/2012 17PROBATIVE (ISBE-A) SERVICE MARKETING
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Age 48 25 to 45
Occupation 32 Businessman
Income level 42 10000 to 40000
Time spend 39 30 to 60 min
Language 63 English
Types of Magazine 43 Economy and Business
Service Satisfaction 39 Strongly Agree
Place for read 42 Home
Delivery time 37 Excellent
Summaryof PrimaryResearch
1/20/2012 18PROBATIVE (ISBE-A) SERVICE MARKETING
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Personal Interviews
ISCONMALLCENTRAL MALL
IIPM COLLEGECENTRAL MALL1/20/2012 19PROBATIVE (ISBE-A) SERVICE MARKETING
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Focus GroupDiscussion:
CONDUCTEDBETWEENSIX PEOPLE ABOUT
BUSINESS MAGAZINE:
1. All agree with quality ofcontent.
2. But disagree with servicedelivery.
3. Maximum people want
supplements and wouldlike get them with everycopy of the magazine.
CONDUCTEDBETWEENSIX PEOPLE ABOUTENTERTAINMENT&SOCIAL MAGAZINE:
1. Here, they want more
detailed content.2. They are happy with the
quality of service butwould like more articleson specific cultures.
3. They would alsoappreciate if they getsome interactive mediaand gift vouchers with themagazine.
Place: H.L. College of Commerce Place: L.D. Arts College1/20/2012 20PROBATIVE (ISBE-A) SERVICE MARKETING
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Conclusion:
Most of the customers are dissatisfied withthe quality of service and quality of content.
So the companies have to focus on thisaspect and to improve the quality withrespect to the content and service so as to
retain present customers and build up atrust-worthy organization.
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Recommendation:
Improve follow up on sales lead.
Build customer loyalty.
Enter into strategic alliances with companies that have similar customer base.
Outsource business.
Keep a track of underperforming employees.
Consider hiring a public relation firm.
Make sure that you are getting the most out off your advertising expenses.
Ask for referrals.
Create incentives.
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1/20/2012 23PROBATIVE (ISBE-A) SERVICE MARKETING