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Services are characterized by their intangibility, inseparability, variability, and perishability. So theapproaches of marketing services have to be different.

The four Ps of traditional marketing mix are product, price promotion and place but they do not cover allthe areas of service production and delivery. So the service providers have added another three Ps

people, process and physical evidence.

1. Product: Packaging the service is an important aspect of the marketing mix concept. Itenables a company to differentiate itself from the services of its competitors. As

understanding of the various product levels namely, core product level, actual productlevel, augmented product level, and potential product level helps a company to recognize

and meet the customer needs at each level.

After deciding on a strategy to compete in the market, a company should concentrate onbranding its services.Proper branding of a service and clear communication will result in an increase in brand loyalty

among customers which will have a positive effect on the profit margins.

2. Pricing is an important element of the marketing mix that brings in revenues and profits. Thesuccess of a service depends on the marketing mix that brings in revenues and profits. Thesuccess of a service depends on the pricing strategy developed or adopted by the company.Service customers perceive the price as an indicator of the quality offered and they include non-

monetary costs like time costs, search costs, convenience costs, and psychological costs involvedin consuming the services, while estimating their value. Finally, prices vary with fluctuations in

demand. A company might price its services to survive in the market, to maximize the currentprofit, to maximize the current revenues or to obtain a prestigious position or a product qualityleadership.

Service companies should understand the various ways in which customers attach value

to the services for the price paid. Service providers should price their services right(neither too high nor too low) to attract customers. Some service providers offer tangibles

like books or gifts to improve their relationship with customers.

3. Promotional Strategies for ServicesServices organizations can retain existing customers, attract new customers, increase

brand awareness, build business, reduce their perceived risk and, gain the trust of their

customers through promotional campaigns. Various promotional methods are selling,

advertising, sales promotion, publicity, public relations, and direct marketing. Andfinally, a service customer acts as a co-producer. A service company can opt for any of

the promotional techniques like sampling, premiums, prize promotions, price/quantity

promotions, refunds and future discounts, and coupons.4. Place: The fourth element of the marketing mix, namely, place, involves various efforts

made by the service organizations to make the services accessible and available to the

customers. Service location plays an important role in service delivery. Further, it

conveys the service quality provided by the service provider, and stamps an image of theservice company in the customers mind.

Franchisees, agents and brokers, and electronic channels are the main types of

distribution channels of a service provider.

PeopleAttracting, Motivating, Training & Retaining the best talent is an important strategy.Because of the simultaneity of production and consumption in services the CE staff occupies the key

position in influencing customers perceptions of product quality. In fact the service quality is inseparable

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from the quality of service provider. An important marketing task is to set standards to improve quality of

services provided by employees and monitor their performance. Without training and control employees

tend to be variable in their performance leading to variable service quality. Training is crucial so that

employees understand the appropriate forms of behavior and trainees adopt the best practices of the

andragogy.

Process is an important element of the marketing mix that determines how a service should be createdand delivered to the customer. The characteristics of service process include complexity, divergence,

service location, customer participation and the service itselfwhether it is technology based or process

based Process is an important element of the marketing mix that determines how a service should becreated and delivered to the customer

PHYSICAL EVIDENCE: Customers in the service sector attempt to take cues about the serviceprovider's capabilities and the quality of service offered from physical evidence. The major elements ofphysical evidence include the physical environment, the modes and content of communication, service

personnel, the tangible elements accompanying the service and the brand.

The layout of the service center, atmosphere and aesthetics constitute physical environment. A well-designed layout, maintenance of appropriate lighting, music and visuals, pleasant and attractive ambianceof the outlet ensure that customers enjoy their service encounter. Placing signboards where needed anddisplaying the chart of service charges helps customers serve themselves and improves their experience.

The marketing mix of a service like a restaurant can be explained by taking the example of Mc Donalds1. Product: Mc Donalds offers a variety of variations in its basic product which is the burger. It

caters to all classes of the society. There is a burger for the health conscious people. It has valuemeals as well where a drink can be combined with a burger & French fries. They have productslike a Happy Meal to attract children where they even give a free gift with the meal. Along with

burgers which is the main meal they provide accompaniments like drinks, French fries,milkshakes, iced tea, coffee etc. they offer ice creams in the dessert range.

2. Price: It has products ranging which can be afforded by the middle class & it fits in the budgetof the college students as well. The is a Rs 20 menu in which there is a variety of burgers likeAloo Tikki, pizza puff as well as desserts like Mc Swirl, soft serve etc. The value meals are the

priced lower which cost less when products are combined. It caters to the high class by servingburgers like Maharaja Mc, which are priced higher.

3. Promotion: Mc Donalds promotes via hoardings, TV advertisements as well as advertisement onradio. The free toy with the happy meal for the children is also is a promotional strategy. Mc

Donaldshas used people from age groups to advertise. The tag line ImLoving It & the smileon Ronald Mc Donald, assures a satisfied family experience. It also gives a room on rent to

conduct birthday parties for kids.