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1 E4-E5 E5 (MANAGEMENT) Marketing of Services

2 AGENDA Define marketing Describe service and its difference from product List the services marketing mix Apply the marketing mix to BSNL services Understand marketing activities of BSNL

3 WHAT IS MARKETING? Analyzing the needs of the people? Trying to guess what types of products they want? Estimate how much they will buy? Predict when they will want to buy? Determine where they go to buy the stuff?

4 WHAT IS MARKETING? Advertising? Promotions? Making products available in stores? Maintaining inventories? Selling?

5 MARKETING. The sum of all activities that take you to a sales outlet. After that sales takes over. The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals.

6 MARKETING MANAGEMENT The art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value..

7 PRODUCT FEATURE Form: size, shape, physical structure; Features: definite features Performance quality: the level at which the product's primary characteristics function Conformance quality: the degree to which all the units of the product perform equally Durability: the product's expected operating life under natural or stressful conditions

8 PRODUCT FEATURE Reliability: the probability that the product won't malfunction or fail Reparability: the ease with which the product can be fixed if it malfunctions Style: the product's look and feel Design: the way all the above qualities work together (it's easy to use, looks nice, and lasts a long time)

9 Major Characteristic of Services Intangibility Services are intangibility cannot be seen, tasted, felt, heard or smelled before purchase. Inseparability - Services are produced and consumed simultaneously. Variability or Heterogeneity Services are highly variable Perish-ability Services cannot be stored.

10 SERVICE MARKETING Service Marketing has 7 Ps like 7 Notes of Music. 4 Ps of Product Marketing are Product, Price, Promotion & Place. Additional three Ps are required for service marketing i.e. People, Process & Physical Evidence. 7 Ps are also called Marketing Mix.

11 MKTG MIX FOR SERVICES Place, (Custo mer Conve nience) Product (Customer Solution) customers Promotion (Communication) Price (Custo mer Cost) Physical Evidence ( Success depends upon its Creation) Ps for Product Marketing + Ps for Service Marketing

12 STRATEGIC MKTG Strategic marketing management is concerned with how we will create value for the customer Asks two main questions What is the organization s main activity at a particular time? Customer Value What are its primary goals and how will these be achieved? how will this value be delivered

13 PRODUCT LIFE CYCLE

14 MARKETING ENVIROMENT & COMPETITOR ANALYSIS SWOT ( Strength, weakness, Opportunity and Threats) Analysis PEST (Political, Economic, Social and Technological ) Analysis Five forces analysis

15 PORTER S FIVE FORCES

16 STRATEGY FORMULATION Environmental Analysis PEST &Porter s Five Force Analysis Opportunities & Threats Identify opportunity Technology Know-How Manufacturing Know-How Marketing Know-How Distribution Know-How Logistics Strength & Weaknesses Identity Core Competencies Fit internal Competencies with external opportunities Firm Strategies

17 MARKETING PROCESS Business Mission Statement Objectives Situation or SWOT Analysis Marketing Strategy Target Market Strategy Product Marketing Mix Place/Distribution Promotion Price People Process Physical Evidence Implementation Evaluation, Control

18 MARKETING IN BSNL Marketing cells in each vertical i.e. CFA, CM and Enterprise. Many advertising campaigns, launched on various occasions. Brand ambassadors have also been appointed. Market research & surveys are also used to ensure Success & measure response to various campaigns

19 MARKETING IN BSNL Segmentation of customers is also done such as rural, urban, commercially important, corporate, students etc. Try to answer the following: Product Life Cycle in your area for: Landline, WLL, Mobile, Broadband BSNL Marketing Strategy for above services in your area: Market Segmentation applied by BSNL for above Products

20 KEY TERMS Marketing network- A web of connections among a company and its supporting stakeholders customers, employees, suppliers, distributors and others. Market- oriented strategic planning-the managerial process of developing and maintaining a viable fit among a company's objectives, skills, and resources and its changing market opportunities

21 KEY TERMS Brand-A company or product name, term, sign, symbol, design. Demand- Wants for a specific product. Differentiation- Designing a set of meaningful differences to distinguish a company's offering from competitors' offerings

22 KEY TERMS Need-A basic human requirement, such as food, air, water, clothing, and shelter, as well as recreation, education, and entertainment. Positioning-The central benefit of a market offering in the minds of target buyers.

23 KEY TERMS Pull marketing- A type of marketing that attempts to persuade the customer to try a product and continue to use the product. Advertising is an example of it. Push marketing- A type of marketing in which the product is "pushed" from the seller to the consumer. Direct sales force, contests, free trials etc. are its examples.

24 KEY TERMS Satisfaction-A customer's feelings of pleasure or disappointment resulting from comparing a product's perceived performance with the customer's expectations of that performance. Value- The ratio between what a customer gets and what he or she gives in return. Want- A desire that occurs when a need is directed to specific objects that might satisfy that need.

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