Service Marketing

Difference between Service Marketing & Product Marketing

Measurement Aspects in Service Marketing

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4 SERVEQUAL and it’s applications in management sciences

SUBJECT : MARKETING

What is Service ?“Service is the part of product or full product for which customer

is willing to see value and pay for it.”

Services include all economic activities whose is not physical product.

It is generally at the time it is produced and provides added value.

For Instance, Amusement , comfort , timeliness , health , Education , Airlines ... Etc.

Services are intangible.

SERVICE MARKETING

SERVICE MARKETING

PHYSICAL GOODS

SERVICE

Tangible Intangible

Standardize Heterogeneous

Production separate from Consumption.

Simultaneous Production &Consumption.

Nonperishable perishable

Right of ownership No ownership

Inseparability

Autonomy

Variability

Perishables

Intangibility

SERVICE MARKETING

Characteristics of Service

SERVICE MARKETING

Tangibility SpectrumSALT

SOFT DRINKSDETERGENTS

AUTOMOBILES FAST –

FOODCOSMETICS

FAST –

FOOD

TEACHINGCONSULTING

INVESTMENT

AIRLINESADVERTISING

AGENCIES

SERVICE MARKETING

Communication and Service marketing Triangle

Company

Employee Customer

Internal Marketing External Marketing

Interactive Marketing

• Vertical Communication

• Horizontal Communication

• Advertising

• Sales Promotion

• Public Relation

• Direct Marketing

• Personal Selling• Customer Service Center

• Service Encounters• Services cape

SERVICE MARKETING

P’s Of Service Marketing

Product Marketing Mix

Services Marketing Mix

Product PricePromotionPlace

People ProcessPhysical Evidence

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SERVICE MARKETING

7P’s Of Apollo Hospital

Product/Service

Price

Place

Promotion

Prominently Apollo is known best for heart problems and Knee and Hip replacement surgeries besides other major ailments. Other Services – Heart, Orthopedics, Spine, Cancer Care, Gastroenterology, Neurosciences, Nephrology … etc.

The hospital is priced premium and it can afford to do the same because of its position and its assurance as well as the reliability on the brand of Apollo hospitals. Thus a patient is reassured of his well being.

It is located in 15 different places across India and overseas which include Ahmadabad, Aragonda, Bangalore, Bhubaneswar, Bilaspur, Chennai, Delhi, Hyderabad, Kakinata, Kolkata, Madurai, Mauritius, Mysore Noida.

Apollo promotes itself through the Community Initiatives viaSACH – Save a Childs HeartCURE – Extends preventive as well as rehabilitative cancer treatment to the economically backward.SAHI – Society to Aid the Hearing Impaired

SERVICE MARKETING

7P’s Of Apollo Hospital

People

Process

PhysicalEvidence

Currently engages more than 19,000 doctors, nurses, paramedics, clinical staff and management professionals to manage over 8500 beds across 53 hospitals in India and abroad.

• The largest achievement of the Apollo Group has been to take quality health care to across the length and breadth of India.

• It has been a major player in scripting the medical landscape of the nation. This is primarily because the group has continuously been at the helm of several game-changing innovations in Indian health care.

• Apollo hospitals is NABH, NABL accredited and also has ISO 9002 award.

• Apollo Hospital has been know for its quality health care services, at much affordable price.

• Provides the services for all the ailments & diseases, assuring the healthy recovery with quality care from the staff.

• Apollo Hospitals conducts a rigo.

DIFFERENCE BETWEEN SERVICE MARKETING & PRODUCT MARKETING

Product ServiceMarketing

product marketing involves marketing for tangible goods, tangible goods are those goods which can be seen.

service marketing is intangible because it involves services and services cannot be seen and that is why they are intangible.

product marketing same for all the persons

Service marketing differs from person to person.

It can be done in bulk.It is done on an individual basis.

Product sales doesn’t require maintaining continuous relation with customers.

It requires great effort at the time of selling while service sales requires maintaining continuous relation with the customers , because services are to be provided continuously which is not the case with product.

Examples : - sales for goods such as soap , electronic items , industrial products … etc.

Examples : - Insurance selling , banks relationship marketing … etc.

DIFFERENCE BETWEEN SERVICE MARKETING & PRODUCT MARKETING

Product ServiceMarketing

Product

Price

Promotion

Place

Product

Price

Promotion

Place

People

Process

Physical Evidence

DIFFERENCE BETWEEN SERVICE MARKETING & PRODUCT MARKETING

Coca cola Nakuri.comP’s

ProductThe company has the widest portfolio in beverage industry comprising of 3300 products. Beverages are divided into diet category, 100% fruit juices, fruit drinks, water, energy drinks, tea and coffee etc. As per Nielson’s data, Coca cola is the No.1 brand in sparkling beverages, juice, and retail packaged water in 2010. Coca cola has its market presence around 200 countries. Coca cola brands in India are Fanta, Maaza, Limca, sprite, Thums up, Minute Maid, Nimbu fresh, Nested iced tea etc.

Product Major product is RESDEX which is mainly the complete resume database of naukri.com. Besides this naukri.com also provides online branding solutions. Its Resume writing services for job seekers is renowned.

PriceDue to the availability of wide range products the pricing is done according to the market and geographic segment. Each sub-brand of coca cola has different pricing strategy. Their pricing strategy is based on the competitors pricing, Pepsi is the direct competitor to coke. Beverage market is said to be a oligopoly market (few sellers and large buyers), hence they form into cartel contract to ensure a mutual balance in pricing between the sellers.

Price It is a premium priced portal with its yearly RESDEX costing 2 laths and its yearly job postings costing 85000. The branding solutions too are priced high with each brand logo (depending on size) costing anywhere from 15 lakhs to 1 corer)

DIFFERENCE BETWEEN SERVICE MARKETING & PRODUCT MARKETING

PlaceCoca cola is the world’s most favorite brand and is available all over the world. The distribution system of coca cola follows the FMCG distribution pattern. The effective distribution network of coke has almost eroded the small and middle level players in the market. In India they have captured even the rural market by extensive distribution and have eroded the market share of Bovonto, Kalimark etc.

Place Naukri.com has its presence in numerous countries but the major buying and after sales service happens online. The sales force of naukri.com too is widely dispersed and efficiently utilized in giving demonstrations to clients, acquisitions and after sales service. The Magazine of naukri.com is present in major cities and uses traditional print media distribution channels.

PromotionCoca cola adopts various advertising and promotional strategies to create an increased demand in the market by associating with life style and behaviour and mainly targeting value based advertising. You are more likely to see a coke ad individualised for a particular festival or in with a general positive message. Coca cola uses CSR as its marketing tool to gain emotional benefits in consumers mind. The current promotions through CSR include “Support my school” campaign with NDTV. It has many brand ambassadors like Shahrukh khan, Hrithik Roshan, South Indian Actor Vijay and Trisha , Ghambir, Aamir khan etc and has signed contract recently with Imran khan. It allows price discounts and allowances to distributors and retailers in order to push more products into the market.

Promotions It has intermediate presence in Television media and print media, but Excellent presence in online media. It also uses promotional techniques – arranging local level job fairs, or other branding techniques to increase awareness. Promotions are one of the major reason because of which naukri.com has such a high CV acquisition cost.

DIFFERENCE BETWEEN SERVICE MARKETING & PRODUCT MARKETING

People Naukri.com is categorized as one of the best places to work. It has above 400 People working for it. Majority of employees work towards the sales and after sales services of the product. It provides great incentives which are sales based. People are known to be highly involved; with the CEO, marketing and sales head known for spending days on field.

Process The process starts from the job seeker logging onto the site and depositing his CV. A large depository of CV’s is generated. This Resume database is password protected and the data is then sold to corporate, recruitment firms online or through personal visits / sales calls. There are numerous Branding options also available on site and these can also be sold. The sales force is mainly involved in selling, as well as after sales services.

Physical Evidence In case of dotcom portals, physical evidence refers to the site design as well as user experience, both of which are found to be excellent in case of naukri.com for both job seekers as well as recruiters. Navigation on naukri.com is one of the best on the internet considering the amount of information available on the website. It also has one of the best E- commerce websites.

3 Additional p’s for nakuri.com

Campus Overview

907/A Uvarshad, GandhinagarHighway, Ahmedabad – 382422.

Ahmedabad Kolkata

Infinity Benchmark, 10th Floor, Plot G1,Block EP & GP, Sector V, Salt-Lake, Kolkata – 700091.

Mumbai

Goldline Business Centre Linkway Estate, Next to Chincholi Fire Brigade, Malad (West), Mumbai – 400 064.

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