Service Sector
Marketing Mix
8 P’s
Presnter’s
Abhishek Tiwari
Praveen Mayar
Salil Shrivastava
Tourism
• Tourism is travel for recreational, leisure or business
purpose.
• It is travel and stay of people away from their home
for a variety of purpose.
• It has become a popular global leisure activity.
8 P’s in travel agency
• Product
• Place
• Price
• Promotion
• People
• Process
• Productivity & Quality
• Physical Evidence
1.Product
Involves the following concepts:
• Accommodation
• Attraction
• Transportation
• Recreation
• Restaurant
2.Pricing
Pricing depends on the following:
• Cost
• Demand
• Competition
• Duration
• Mode of transport
• Peak/Non-peak season
• Destination
3. Promotion
• Different agencies highlighting about their features.
E.g.
1. Kerala- ‘God’s own country’
- Highlighting about backwaters, ayurveda, elephants,
houseboats, beaches etc.
•Use of websites to sell tourism.
•Brochures, pamphlets, ads in newspapers.
E.g. Raj, Kesari and Thomas Cook.
4. Place/ Time
• Travel agents, tour operators etc. are distribution
points.
• The ‘destination’ is the important aspect in place.
• Peak/Non-peak season
5. People
• Role of people is very important in any service.
• In travel agencies people involved like guides,
receptionist in hotel etc.
• Examples:
1. In case of airlines:
- The passenger will have high or medium contact with
the air-hostess, ground-staff where as low or no
contact with the pilot.
2. In case of railways:
- The passenger will have high or medium contact with
travel agents or ticket issuer but low or no contact
with the loco pilot.
• Travel agents should provide best deals to customers
after understanding their requirements.
• Guides should have in-depth knowledge about the
locations, monuments, forts, history etc.
• Employees should deliver what the company
promises to the customer.
6. Process
7. Physical Evidence
8. Productivity & Quality
• It involves positioning the process, the overall
destination, the intangibles etc.
• It also involves positioning of tourism as National
priority.
Customer involvement
• High Involvement .
• Final decision maker.
Service Concept
• Tour Planner
• Everything by agent .
• Pay Only Service Charge
• Mental relief to the consumer…
ICICI Bank
• Industrial Credit and Investment corporation
of India bank - largest private sector bank in
market capitalization
• Second largest overall in terms of assets.
• largest issuer of credit cards in India
Product :
Saving account: offers a power packed Savings
Account with a host of convenient features and
banking channels to transact through.
MARKETING OF SERVICES BY
Senior citizen services: convenience
ICICI BANK: with benefits
Fixed Deposits : Safety, Flexibility, Liquidity and
Returns
• Recurring Deposits: Affordability and higher earnings.
• Roaming Current: access your accounts at over 500
networked branches across the country.
• Loans: Home Loans. Personal Loans. Car Loans, two
Wheeler Loans, Commercial Vehicle Loans. Loans against
Securities, educational loans etc
• Investments: ICICI Bank Tax Saving ,Foreign Exchange
Services, Senior Citizens Savings Scheme, 2004.
• Cards: Credit card, ATM card, travelers card
• Demat services
• Online money transfer
• Mobile banking
8 Ps of ICICI Bank
Pricing
1. Pricing Decisions related to interest, fee or
commission.
2. RBI and IBA
3. Raising Number of Customers
8 Ps of ICICI Bank
Place & time
1. Services are sold through branches
2. Making Promised Services available to the
ultimate users.
3. Branches OF ICICI:
1900 in India and 33 in Mumbai.
4. 24*7 services.
8 Ps of ICICI Bank
Promotion
1.Advertising - Television, radio, movies, theatres
2.Print Media- Hoardings, newspaper, magazines
3.Publicity- Road shows, campus visits, sandwich man,
Sponsorship
4.Sales Promotion- Gifts, discount and commission, incentives,
etc.
5.Personal Selling- Cross-sale (selling at competitors place),
personalized service
6.Telemarketing- ICICI one source Call center (mind space)
8 Ps of ICICI Bank
Process
1.Standardization- ICICI bank has got standardized procedures
got typical transactions
2.Customization- Specialty counters at each branch to deal with
customers of a particular scheme
3.Simplicity- Separate counters exist with clear indication
4. Customer Involvement- High Involvement
8 Ps of ICICI Bank
Physical Evidence
1. Financial Reports- The Company’s financial reports are issued
to the customers to emphasis or credibility
2. Tangibles- Pens, Writing Pads to the internal customers.
Passbook and Cheque books to the customers.
3. Punch lines- “Hum Hai Naa”
4.. Employee’s Dress Code- ICICI bank follows a dress code for their
internal customers
8 Ps of ICICI Bank
People
1.All people directly or indirectly involved in the
consumption of banking services.
2.Workers, Employees, Management and other
Consumers
3.Employees of a Bank represents the organization to
its customers.
4. Internal Marketing
Productivity & Quality
• First ATM In India
• Leveraging Technology to enhance delivery
capabilities. E.g. smart card, B2B Solutions,
etc.
• SME’s financing options.
http://www.southwest.com/html/about-southwest/history/fact-sheet.html
Product Elements
The core and periphery service elements at the center of the company's
marketing strategy
http
://www.southwest.com/html/travel-extras/index.html?int=GFOOTER-PRODUCTS-OTHER-PRODU
Place and Time
Delivering product elements to customers can be done
physically and/or electronically
•Southwest has a wide distribution channel that gives easy
access to it’s customers
•Tickets can be booked through various channels
online bookings via southwest.com.
•Southwest has corporate office in Love Field Drive Dallas, well
equipped with trained employees & has a spread of offices
across America
PRICE & Other User Outlays
pricing is only a part of what customers may part with when
purchasing a service
•The low-cost model was pioneered by Southwest Airlines in the US
– high seating density and load factors
– uniform aircraft types (usually the 737-300)
– direct booking (internet/call centre - no sales commissions)
– no frills such as “free” food/drinks, lounges or ‘air miles’
•low-income travelers opposed to business travelers ,ignored by other
airlines
Promotion and Education
PROCESS
• The process of Southwest Airlines’ service lays emphasis on the
involvement of channels, front line staff reach to the ultimate users.
• The process begins at the time of reservation goes on to the
confirmation of seats.
• They also offer concession, membership card ,frequent flyer program.
• All these facilities go a long way in increasing passenger convenience.
• DING!, a downloadable desktop application, available for both PC and
MAC users, was introduced in February 2005, to notify Customers of
exclusive hot offers. Southwest was the first airline to implement this type
of tool. Additionally, a mobile version of DING!, for the iPhone®, was
introduced in December 2009.
PHYSICAL EVIDENCE
• The seating is such that it is comfortable and there is enough leg
space.
• Southwest aircraft fly an average of 6 flights per day, or almost 10 hours
and 51 minutes per day.
• Southwest Airlines currently operates 547 Boeing 737 jets (as of
September 30, 2010).
• Installing satellite-delivered broadband from our WiFi provider.
People
• People provide most services that is the selection, training, and motivation of
employees (Free Flights on Southwest Airlines, Additional Discounts)
• The front line staff need to possess ‘empathy’ which implies that these personnel
listen, adapt and be flexible in delivering what individual customers need
• At Southwest airlines, the front line staff play a critical role in ensuring that the
service is delivered to the customers as promised.
• 64 employees are involves per flight to deliver the service
Contd…
Work Hard Have FUN
Desire to be the best Don't take yourself too seriously
Be courageous Celebrate successes
Display urgency Enjoy your work
Be a passionate Team player
Treat others with respect
Put others first
Demonstrate proactive
Customer Service
Contd…..
• Booking offices and ticket counters at southwest Airlines are extremely
spacious and well designed. Further the aircrafts are given excellent
exteriors and are maintained well.
• The "Southwest Shortcut" feature on southwest.com is the first online tool
that helps Customers find the lowest fare based on availability over an entire
month.
Productivity/Quality
Southwest airline has carved a niche for itself. The airline offers several unique
services to its customers. These include:
•Southwest's Average passenger fare is $129.97 one-way, and the average
passenger trip length is about 883 miles.
•In October 2009, Southwest Airlines introduced the "Green Plane," a test for
eco-friendly cabin materials that are recyclable and lighter weight, saving up to
five pounds per seat thus saving fuel and reducing emissions.
•Southwest Airlines has consistently received the lowest ratio of complaints per
passengers boarded of all Major U.S. carriers that have been reporting statistics
to the Department of Transportation (DOT) since September 1987
Thank You
