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ServiceFirstdoc
- 1. Shruti Waikos ProjectTrainee Chetana’sR.KInstitute ofManagementandResearch. Table of Content Introduction Executive Summary Global service organizations realize that service innovation and enabling superior customer experience will drive sustainability and future marketplace success. Service is now recognized as a competitive differentiator and a critical driver for high profit, high growth business. Are you ready for this next wave of servicing? With ServiceFirst digital platform, we can enable you to embrace digital servicing and transform your service business like never before. ServiceFirst provides service organizations with a unified and scalable platform to carry out aftermarket service management across the entire service ecosystem. With its rich digital tenets, ServiceFirst enables service organizations with real-time field insights, real-time remote expert collaboration with field staff, proactive servicing with IoT/M2M, predictive analytics, unified customer journeys and much more. Using its rich digital features, service organizations can now address their top business challenges like disjointed business processes, service efficiency enhancement, eliminating revenue leakage, and insufficient field service performance metrics. Orgnizational Overview Larsen & Toubro Infotech Ltd. (L&T Infotech), a global IT services company, is a 100% subsidiary of Larsen & Toubro (L&T), a multi-billion conglomerate, and India’s largest Technology, Engineering, Construction, Manufacturing and Financial Services organization, with global operations. L&T Infotech is ranked by NASSCOM as the 6th largest software & services exporter from India in 2014. It is differentiated by its three-pronged value proposition, encompassing Business-to-IT Connect,Execution Excellence and Engage the Future. Objective of the marketing plan To achieve atleast 2 customers in 6 months.
- 2. Shruti Waikos ProjectTrainee Chetana’sR.KInstitute ofManagementandResearch. Marketing environment SWOT Company STRENGTHS WEAKNESS Integration with ERP and CRM Offline capability- store and forward Views work order according to the priority and status Role Bases- supervisor and technicians and according to that the report is generated Barcode/QR code scanning to view maintenance history Displays the shortest route Customer details can be viewed Capture all activities performed on site Captures customer signature Warranty reports for customers having AMC PDF generation of reports Email interface to mail the PDF Marketability. Does no run on other devices and other platform. OPPORTUNITIES THREATS Should have a Billing feature Used on Various devices and various platform Training Videos and Knowledge base Competitors have launched the product using various advertising techniques.
- 3. Shruti Waikos ProjectTrainee Chetana’sR.KInstitute ofManagementandResearch. Customer STRENGTHS WEAKNESS User friendly application Reduce time consumption. Costsaving. Inventory management. Can be used on only on iOS and android platform. Can be used only on tablet OPPORTUNITIES THREATS Collaboration and problem resolving video chat Training Videos and Knowledge base Billing feature must be added. Large amount of data handling. Insecurity of customer information. Competitors STRENGTHS WEAKNESS Routing capability Scheduling and planning Marketing techniques Inventory management Work order history Does not captures customer signature Barcode/QR code scanning feature not available Customer details cannot be viewed OPPORTUNITIES THREATS Should use cloud services Barcode/QR code scanning feature should be available Customer details visibility. Offline capability- store and forward Value added and advanced features of the competitor’s app.
- 4. Shruti Waikos ProjectTrainee Chetana’sR.KInstitute ofManagementandResearch. PESTLE Political- Political change of government in a county may lead to change in the policies and priorities which may indirectly or directly will affect the mobile application. The government in a budget announcement increased the excise duty on mobile handsets to 12.5% from 6%, pushing the cost of handsets by around 4% which will affect the sales of smartphone and this will affect the usage of mobile phones having android and iOS as their OS thus this will affect the usage of ServiceFirst app. Economic- Service businesses represent around 70% of the world's economy, yet to date, only about a third of the world's large service businesses currently use field service management solutions. Social- Use of mobile technology has increased exponentially due to this companies are further leveraging the mobile technology to improve their internal processes and to connect with their customers. The use of mobile will save the time of the field engineers and will help to reduce the cumbersome work. Technological- Use of offline support i.e. store and forward, Data Capture, Routing and Navigation, Reporting & Statistics are the value added features. Can run on platform like iOS and android and Wireless or Wired Network inclusive of GPRS, CDMA, 3G, 4G, and Wi-Fi making the ServiceFirst app more flexible. Legal- Intellectual Property Right (IPR) in the App Software Intellectual Property Right in the Content Privacy and Data Collection Issues Jurisdiction These are the legal law to be considered while developing the ServiceFirst application
- 5. Shruti Waikos ProjectTrainee Chetana’sR.KInstitute ofManagementandResearch. Environmental- Use of Equipment & Parts Management feature of ServiceFirst will help to reduce the wastage of resource. Use of paper work is also reduced as the paperless technology of ServiceFirst is been in use.
- 6. Shruti Waikos ProjectTrainee Chetana’sR.KInstitute ofManagementandResearch. Market Research Secondary Only 4% of the companies are using tablets exclusively. Field mobility workers recover about 54 min of downtime per day when the organization uses mobility solution Mobility users drives 231 fewer miles per week resulting in fuel cost saving. 35% of customers uses mobile phones to do payment through their mobile phones. 14% decrease in the service cost by usage of field service mobility app. 19% decrease in the average repair time. 15% increase in the customer satisfaction 12% increase in the contract renewal. 22% increase in the service revenue. North America is the largest market segment followed by Europe and Asia Pacific. Gartner estimates that market penetration for field service applications has reached 25% of the addressable market
- 7. Shruti Waikos ProjectTrainee Chetana’sR.KInstitute ofManagementandResearch. Competitor Analysis 1) ClickSoftware- ClickSoftware is the leading provider of mobile workforce management and service optimization solutions, supporting over half a million field resources globally, across several industries. Gartner Positions ClickSoftware in the Leaders Quadrant of the 2014 Magic Quadrant for Field Service Management for Fourth Consecutive Year. ‘Workforce Management App’ and ‘ShiftExpert’ App is their mobile field management solutions. Runs on iOS and Android and Microsoft-based operation systems Third Party & Vendor Management. Offline capabilities Collaboration feature No billing feature No Call center management No Quickbook integration Uses cloud services provided by Salesforce. First Quarter of 2015, 82% of new customers purchased their cloud based mobile solution. Customers- 15,000 Customers including- 1) Home services-Direct energy, Trilogy, BestBuy, Bosch, Velux. 2) Electric, Gas and Water utilities- Anglian water, Source Gas, Alliant Energy. 3) Communication-UPC, bell, Nextel, Orange. 4) Computer and office equipment- Ricoh, Xerox, hp. 5) Construction-R&J, ABR. 6) Retail-Wayne Dalton, Rockstar. Marketing Strategy- ClickAppStore is used for marketing and selling of the product. Currently they are marketing their mobile app through various event ClickConnect like: Frankfurt ,24th JUNE 2015 and Asian Utility Week 6th September 2015 Using social media like Facebook, Twitter, YouTube, and Google+. Using ‘Clickipedia’ blog for various discussion related to their app. Recently they have announced service network app for their contractors. Office available worldwide North America, South America, Asia Pacific,Europe. They offer training services through webinars and podcast. 2) Coresystems- Coresystems has been developing innovative solutions for ERP systems and leading the way in cloud computing since 2002 Billing and invoicing
- 8. Shruti Waikos ProjectTrainee Chetana’sR.KInstitute ofManagementandResearch. Call center management No QuickBook integration Uses cloud services The field service software is mobile bases as well as web based. Coresystems moved up to second place in Capterra’s rankings of the Top Field Service Management Customers- 7500 customers of Coresytems including- 1. Computer equipments- flyerline 2. Home appliances- Caldora, Misapor 3. Construction-Alstom, Wolffkran, 4. IT services- Kardex Remstar, Virtual Graffiti 1,45,000 users in 84 countries and major customers in North America,Brasil,Russia,China,Germany. Marketing Strategy- They have their own blog and discussion forum for the discussions and solutions related to field service. Offers free trial with full support. Using social media like Facebook, Twitter, LinkedIn and Instagram. 3) Wintac – Experience of 20 years Wintac Software was designed for small to medium size field service and contracting businesses. user-friendly Tax reporting Track warehouse and truck inventory Customer care support. Customers- They provide services to large and medium enterprises. 8000 Customers including – 1. Appliance Repair- Anderson Appliance Repair, Air Repair, Trillium Mechanical 2. Construction- Controlled Entrances Inc., UP 'N ADAM Service & Supply, Inc. 3. HVAC- J&K Burkholder, Inc., AusEm Services, Scotty's Heating & Air Conditioning Marketing Strategy- Webinars, Live Online, In Person are the ways of training given to the field engineers by Wintac. Blogs are used for discussions and use of Social media. One time license ,price ranges from $1995-$2495 as per three packages Wintac Green, Wintac Pro, Wintac Fuel,
- 9. Shruti Waikos ProjectTrainee Chetana’sR.KInstitute ofManagementandResearch. giving unlimited live and free technical support of one year and no additional cost. 4) mHelpDesk- mHelpDesk is a field service solution that works to organize and manage service requests, billing, reports and customer relationships. One of the most intuitive interface in mobile field service solutions. No contract agreement. Integrated with Company’s Website. Mobile as well as Web based. No collaboration conferencing. Offline capability is not available. No ability to generate custom reports. Customers- They provide services to small enterprises Industries they are focusing on are HVAC services, IT services, Computer Repair services, Appliance repair services. Around 6000 customers including Encompass, By Design, Computer Paramedics. Marketing Strategy- Promoted and sold on Playstore. Blogs and Discussion forum. Free demo trial for 14 days. mHelpDesk offers a 14-day free trial, then pricing starts at $75/month for the first user and $25/month for each additional user. Servicemax- Quickbook integration is available Call center management is available. Social Collaboration is available. Resource Planning & Forecasting Partner Portal. ServiceMax is a cloud-based field service solution delivering a fully integrated suite of applications for better managing employees and customers On the market for just over 5 years now, ServiceMax has already secured a name for themselves in the industry and supports a base of over 200 clients. Currently working on Internet of things solution for field service management. Customers- Focuses on Large Enterprises, Mid-Size Business and Small Business. Industries serves 300+ customers worldwide in over 15 different industries including- Life Science and Medical Equipment- Alcon, Alung, BD.
- 10. Shruti Waikos ProjectTrainee Chetana’sR.KInstitute ofManagementandResearch. Industrial Manufacturing and Equipment- AB engineering services,Bobst, Exide technologies Residential and CommercialServices- BES,Diaken,Javs. High Tech Manufacturing- Audiology Systems, Centrics IT. Communication Equipment- Telestone, Blacksoft. Energy Utilities- AMS, Mainstream energy. Main customers in Australia, Canada, Europe, Germany, United Kingdom, United States. Marketing Strategy- Promotion of their product through upcoming events like TSIA. ServicePulse is the social network available through ServiceMax. Blogs of their website is used as one of the promotion tool. Monthly Subscription
- 11. Shruti Waikos ProjectTrainee Chetana’sR.KInstitute ofManagementandResearch. STPD Segmentation 1. Manufacturers/Original Equipment Manufacturers (OEM) subassembly maker value- added resellers Third party manufacturer Consumer home appliances Large scale industry Small & Medium Industry ------- Commercial/residential utility services Large Utility Industry Small & Medium Industry Third party Services Plumbing services ------- ------- ------- Construction services Large scale industry Small & Medium Industry ------- Home-based healthcare Hospitals Clinics ------- Insurance ------- ------- ------- Retail Large retail chain Small & Medium chain -------
- 12. Shruti Waikos ProjectTrainee Chetana’sR.KInstitute ofManagementandResearch. Segmentation profile Segment Evaluation OEM(Original equipment Manufacturer) Market analysis- India’s manufacturing sector could touch US$ 1 trillion by 2025, according to a report by Mckinsey and Company The Government of India has received investment proposals for electronics manufacturing worth Rs 18,000 crore (US$ 2.89 billion) for 2015-16 and expects the figure to double in another two years. Consumer home appliances Sales of consumer appliances improved compared to those registered in 2013. Lower inflation and fuel prices provide an opportunity for consumers to make their deferred purchases. All categories of consumer appliances witnessed better growth both in volume and value terms in 2014. With improvement in the economy, more disposable income at hand and promotions from retailers and companies, the consumer appliances industry is expected to witness growth in both value at constant 2014 prices and volume terms during the forecast period Utility Industries The electricity generation target for the year 2015-2016 was fixed as 1137.5 Billion Unit (BU). i.e. growth of around 8.54% over actual generation of 1048.673 for the previous year (2014-2015). World energy demand is projected to increase by 40% by 2030,
- 13. Shruti Waikos ProjectTrainee Chetana’sR.KInstitute ofManagementandResearch. adding another US and China to demand. Plumbing Services The growth of the construction sector in India is heralding wider opportunities for the Mechanical- Electrical-Plumbing Home-based healthcare Pacific Bridge Medical pegs the Indian home health care market at around $2.3 billion and growing at 18%. A recent paper by consulting firm Pacific Bridge Medical notes that the global home health care market, which includes devices, products and services, was worth almost $215 billion in 2013 and is projected to grow at 8% per annum until 2020. Insurance India's life insurance sector is the biggest in the world with about 36 crore policies which are expected to increase at a compound annual growth rate (CAGR) of 12-15 per cent over the next five years. Retail India’s retail market is expected to double to US$ 1 trillion by 2020 from US$ 600 billion in 2015. Construction The global construction industry is projected to grow from US$8.5 trillion in 2015 to US$10.3 trillion in 2020.
- 14. Shruti Waikos ProjectTrainee Chetana’sR.KInstitute ofManagementandResearch. Targeting Based on the demand, size and growth of the segmented market, Following are the market that need to be targeted for ServiceFirst Operational Equipment manufacturer Needs- Scheduling and Dispatch Inventory management Customized reporting Ordering Purchasing processes. Consumer home appliances Needs- Scheduling and Dispatch Service Agreements Remote Access for Techs Inventory Management Proposals and Task Building CRM and Marketing Suite Full Accounting Utility Services Needs- o Scheduling and Dispatch Contract Management Customer Database Dispatch Management Electronic Signature Inventory Control Job Management
- 15. Shruti Waikos ProjectTrainee Chetana’sR.KInstitute ofManagementandResearch. Construction Needs- o Scheduling and Dispatch o Live Technician Work Status Updates o Contracts and Warranty Visibility o Labor and Materials Capture o Customer Signature o Service History o Inventory Management As the needs of the target segment are different from one another, a differentiated marketing Strategy must be used.
- 16. Shruti Waikos ProjectTrainee Chetana’sR.KInstitute ofManagementandResearch. Positioning Promotion vs Reach Reach- no. of customers. Promotion tools-Website, Blogs, Events, Appstore. Clicksoftware CoresystemsServicemax Wintac mhelpdesk ServiceFirst ServiceFirst Widereach LessPromotion tools Widereach LessPromotion tools More Promotion tools Narrowreach Widereach LessPromotion tools Widereach LessPromotion tools More Promotion tools Narrowreach Servic eFirst
- 17. Shruti Waikos ProjectTrainee Chetana’sR.KInstitute ofManagementandResearch. ServiceFirst lacks promotion tools which is effecting its reach to its customers. In six months, if ServiceFirst starts increasing its promotion tools by promoting through a website or through certain events the reach to the customers will also increase. We should use less for less strategy in this case Reach vs Innovation Clicksoftware Coresystems Servicemax Wintac mhelpdesk ServiceFirst ServiceFirst Innovation Narrow reach Innovation Narrow reach Wide reach Conservative Innovation Narrow reach Innovation Narrow reach Wide reach Conservative Servic eFirst
- 18. Shruti Waikos ProjectTrainee Chetana’sR.KInstitute ofManagementandResearch. Reach-no. Of customers Innovative-Use of new trends like mobile solution or IoT, Big data,Use of cloud, collaborative feature like video conferencing and customer self-service. ServiceFirst lacks innovative features and also the customer reach is less when compared to its competitors. In six months, we can position SeviceFirst as one of the innovative solution if we start following trends like Iot, use of cloud, Collaborative feature, and self- service feature. Ease of use vs Flexibility
- 19. Shruti Waikos ProjectTrainee Chetana’sR.KInstitute ofManagementandResearch. Ease of use- user friendly Flexible- Customizable and deployable on various platforms. ServiceFirst user friendly nature makes it easier to operate than other solutions and offers a customizable solution but need to be deployed on various platforms. In six months, we can position ServiceFirst as flexible for a kind of business and user friendly solution if it offers deployment on various platforms. Clicksoftware Coresystems ServicemaxWintac mhelpdesk ServiceFirst ServiceFirst Flexible Notso good Flexible Notso good Ease of use Restricted Flexible Notso good Flexible Notso good Ease of use Restricted Servic eFirst
- 20. Shruti Waikos ProjectTrainee Chetana’sR.KInstitute ofManagementandResearch. Differentiation We are different from our competitors because of the experience we have in the market and the image our company holds. We are way ahead than other companies in terms of providing customized advanced features like Integrated digital experience through next-gen features like Smart Glass, Digital Assistant. Marketing Mix Product- ServiceFirst is a support good for a Business to Business product The 3 level of product hierarchy are as follows- 1) Actual product- Service first should offer this feature for the first 6 months – Timekeeping tools (calendars, time tracking, alerts). Signature capture. Integrated Alerts Multi-channel Support
- 21. Shruti Waikos ProjectTrainee Chetana’sR.KInstitute ofManagementandResearch. Access to information about spare parts, tools, and other equipment. Access to customer contract information and SLAs. Reporting/Analytics Use of GPS to aid in manual or automatic dispatch. Technician using GPS for navigation. Automated and manual scheduling of service appointments and technician scheduling. Scheduling based on some relevant variables such as job classifications, shift schedules, skills, etc. Role-based Access Control Offline capability - Store and Forward 2) Augmented product should be added feature in the first 6 month- Warranty renewal Call center management. 3) Potential Product are the feature that should be offered after 6 months- Advanced dashboards.-Ability to drill down by department, team, individual, etc. Service demand forecasting. Messages and reminders directly to customers. Customer self-serve portal. Customer has the ability to attach pictures to work order. Budget control tools. Barcode / QR Code Scanning for quick input of information. Support for multiple languages. QuickBooks Integration Integrated chat. Use of IoT/M2M technology Going on Cloud Videoconferencing between technicians and head office. Ability to cross-check inventory with the closest technicians Ability for a technician to copy or create a task on site. Quoting and Estimating Invoicing/Billing.
- 22. Shruti Waikos ProjectTrainee Chetana’sR.KInstitute ofManagementandResearch. Wearable Technology Price- We should use penetration marketing strategy for the initial 6 months to attract new customers and to increase the market share. Pay per use subscription model and one time licensing fee should be charged No additional charge for support or service. Our competitor mHelpDesk offers a 14-day free trial, then pricing starts at Rs.5000/month for the first user and 1500/month for each additional user. Whereas our other competitor Wintac offers one time license, price ranges from Rs.1,30,000-1,60,000 as per three packages Wintac Green, Wintac Pro, Wintac Fuel, giving unlimited live and free technical support of one year and no additional cost. We can offer following types of pricing model- Pay-Per Admin or User-
- 23. Shruti Waikos ProjectTrainee Chetana’sR.KInstitute ofManagementandResearch. For this pricing model they pay a certain amount, usually per month, depending on how many admin or user they have that need access to the system. The range in price from roughly Rs.3000-5000 per user per month with set up fees that can be around Rs.30,000 total. Pay per group- In this instance there is a fee per month or per year, depending on the group of employees, field workers, or technicians you have. Price range: Groups Price 1-10 users 30,000 10-30 users 80,000 30-50 users 1,20,000 50 -70 users 1,80,000 After 6 months after we reach the position we want to achieve with respect to the perceptual map we can switch on to negotiated pricing strategy or can go with Optional-feature pricing strategy. Pay per use subscription model and one time licensing fee should be charged. No additional charge for support or service. Place- The product can be distributed through- Appstore Website Tradeshows Personnel Selling Promotion- Advertising-
- 24. Shruti Waikos ProjectTrainee Chetana’sR.KInstitute ofManagementandResearch. Ad and banners on the internet Pop-ups appearing on field service related websites. For Example-FieldServiceNews, SoftwareAdvice. Use of direct mail Use of the email subscription Brochures and Catalogs. Tech shows and Exhibitions- Field Service Europe, 19th-21st October, Amsterdam. Field Service East, 30th September- 2nd October, The Westin Buckhead, Atlanta, Georgia. Field Service USA, 25th-28th April, Palm Springs, CA. Sales Promotion- Offering them a free trial for initial 10 days as a demo We should offer some discount or deals to our customer for example if they are purchasing apps in groups , we can then offer them some discount if they buy group of 10-30 apps we can offer them around 10-20% of discount and further more discount on additional purchases of the app. Direct marketing- Marketing the app to the customer directly using messaging, emails, cold calling.
- 25. Shruti Waikos ProjectTrainee Chetana’sR.KInstitute ofManagementandResearch. Action & Implementation- Evaluation Field work July Aug Sept Oct Nov Dec Jan Feb Mar April May June Features Pricing Marketing Providing Actual features and Augmented features Providing Potential features. Using penetration marketing strategy keeping the price lowest as compared to the competitor. Using negotiated pricing strategy or Optional pricing strategy Advertising, content marketing, direct marketing. Sponsering events
- 26. Shruti Waikos ProjectTrainee Chetana’sR.KInstitute ofManagementandResearch. SHRUTI WAIKOS Project Trainee Chetana’s R.k Institute of Management and Research TABLE OF CONTENT 1. Introduction ......................................................................................................1 1.1. Executive Summary ........................................................................................ 1 1.2. Orgnizational Overview .................................................................................... 1 1.3. Objective of the marketing plan. ........................................................................ 1 2. Marketing environment ........................................................................................2 2.1. SWOT......................................................................................................... 2 2.1.1...................................................................................................................................... S trength ..............................................................Error! Bookmark not defined. 2.1.2...................................................................................................................................... W eakness..............................................................Error! Bookmark not defined. 2.1.3...................................................................................................................................... O pportunities ........................................................Error! Bookmark not defined. 2.1.4...................................................................................................................................... T hreats................................................................Error! Bookmark not defined. 2.1.5...................................................................................................................................... C ompany................................................................................................. 2 2.1.6...................................................................................................................................... C ustomer ................................................................................................ 3 2.1.7...................................................................................................................................... C ompetitors ............................................................................................. 3 2.1.8...................................................................................................................................... D irect competition ..................................................Error! Bookmark not defined. 2.1.9...................................................................................................................................... I ndirect competition ...............................................Error! Bookmark not defined. 2.2. PESTLE ....................................................................................................... 4 2.2.1...................................................................................................................................... P olitical...............................................................Error! Bookmark not defined. 2.2.2...................................................................................................................................... E conomic .............................................................Error! Bookmark not defined. 2.2.3...................................................................................................................................... S ocial .................................................................Error! Bookmark not defined. 2.2.4...................................................................................................................................... T echnological ........................................................Error! Bookmark not defined. 2.2.5...................................................................................................................................... L egal ..................................................................Error! Bookmark not defined.
- 27. Shruti Waikos ProjectTrainee Chetana’sR.KInstitute ofManagementandResearch. 2.2.6...................................................................................................................................... E nvironmental .......................................................Error! Bookmark not defined. 3. Market Research .................................................................................................6 3.1. Primary....................................................................Error! Bookmark not defined. 3.2. Secondary.................................................................................................... 6 4. STPD ............................................................................................................. 11 4.1. Segmentation ..............................................................................................11 4.2. Targeting ...................................................................................................14 4.3. Positioning..................................................................................................16 4.4. Differentiation .............................................................................................20 5. Marketing Mix .................................................................................................. 20 5.1. Product......................................................................................................20 5.2. Price .........................................................................................................22 5.3. Place ........................................................................................................23 5.4. Promotion ..................................................................................................23 6. Field work ...................................................................................................... 25 6.1. Implemetation ...........................................................Error! Bookmark not defined. 7. Evaluation....................................................................................................... 25
- 28. Shruti Waikos ProjectTrainee Chetana’sR.KInstitute ofManagementandResearch.