SERVICES MARKETING MIX Traditional marketing mix Product Price Place Promotion For services Modifications in marketing mix required Why? 1/4/2018 Unit II - Services Marketing - K.Mohan Kumar, AP/MBA

SERVICES MARKETING MIX Simultaneous production and consumption People involved in service delivery process Hair dressers Bank cashier Doctor Instructor Being intangible, customer look for ‘tangible cues’ Services marketers need to look for additional variables to communicate and satisfy their customers. 1/4/2018 Unit II - Services Marketing - K.Mohan Kumar, AP/MBA

SERVICES MARKETING MIX Service Marketing Mix How would you rate a hotel Design and decor Courtesy of employees How prompt they attend your request. We need to expand traditional marketing mix to take care of this? 1/4/2018 Unit II - Services Marketing - K.Mohan Kumar, AP/MBA

SERVICES MARKETING MIX Components of Services Marketing Mix Products Price Place Promotion People Physical evidence Process 1/4/2018 Unit II - Services Marketing - K.Mohan Kumar, AP/MBA

SERVICES MARKETING MIX People All human actors who play a part in service delivery and thus influence the buyer’s perceptions. Namely the firm’s personnel, the customer, and the other customers in the service environment. How people are dressed. Personal appearance. Their attitude and behaviour Importance varies from service to service. 1/4/2018 Unit II - Services Marketing - K.Mohan Kumar, AP/MBA

SERVICES MARKETING MIX People FM Broadcast Person not visible Dress not that critical How he speaks is critical Doctor performing surgery How famous is he/she Courtesy Communication How he encourages patient Performance starts after patient is seated Role of people vary from service to service. 1/4/2018 Unit II - Services Marketing - K.Mohan Kumar, AP/MBA

Unit II - Services Marketing - K.Mohan Kumar, AP/MBA Activity Find the hidden words in the pictures 1/4/2018 Unit II - Services Marketing - K.Mohan Kumar, AP/MBA

Unit II - Services Marketing - K.Mohan Kumar, AP/MBA 1/4/2018 Unit II - Services Marketing - K.Mohan Kumar, AP/MBA

Unit II - Services Marketing - K.Mohan Kumar, AP/MBA 1/4/2018 Unit II - Services Marketing - K.Mohan Kumar, AP/MBA

Unit II - Services Marketing - K.Mohan Kumar, AP/MBA 1/4/2018 Unit II - Services Marketing - K.Mohan Kumar, AP/MBA

SERVICES MARKETING MIX PHYSICAL EVIDENCE The environment in which the service is delivered and where the firm and customer interact. Any tangible components that facilitate performance or communication of the service. ‘Tangible’ representation of the service such as brochures, letterheads, business cards, signage, equipment. 1/4/2018 Unit II - Services Marketing - K.Mohan Kumar, AP/MBA

SERVICES MARKETING MIX PHYSICAL EVIDENCE PVR Anupam Reservation counter Well dressed employees Computerised tickets Security at entrance Clean and tidy Comfortable seats We judge quality on above parameters 1/4/2018 Unit II - Services Marketing - K.Mohan Kumar, AP/MBA

SERVICES MARKETING MIX PHYSICAL EVIDENCE ABN Amro Bank-ATM Location of ATM Restricted entry Air Conditioned Attractive ATM layout ‘New’ currency notes Attractive, well laid out brochures Image of excellent service 1/4/2018 Unit II - Services Marketing - K.Mohan Kumar, AP/MBA

SERVICES MARKETING MIX PROCESS The actual procedure, mechanism, and flow of activities by which the service is delivered –the service delivery and operating systems. Various types of service Simple Complicated How the service is delivered? 1/4/2018 Unit II - Services Marketing - K.Mohan Kumar, AP/MBA

SERVICES MARKETING MIX PROCESS-ABN AMRO Bank Cash withdrawl Earlier visit to the bank Present cheque Debit your account Go to cashier Get cash 1/4/2018 Unit II - Services Marketing - K.Mohan Kumar, AP/MBA

SERVICES MARKETING MIX Problems Customers have to visit bank Traffic / parking problems Rush in branch Waiting Customers not satisfied. How to improve the process? 1/4/2018 Unit II - Services Marketing - K.Mohan Kumar, AP/MBA

SERVICES MARKETING MIX AT PRESENT Banking at home Withdrawl request on phone Bank employee delivers cash at home No hassles of parking etc. Process made easier Customers more satisfied We need to continuously improve processes to improve customer satisfaction. 1/4/2018 Unit II - Services Marketing - K.Mohan Kumar, AP/MBA