Service Marketing concept Creating value in a competitive market

As the service revolution gather momentum more 4 more service business should discover new tool for techniques to cope with new challenges.

When competing in a market place. Service firms have a wide range of alternatives available to it they.

Competing for market share:

          The service firm may for market share in one or many markets at the same time have expanding both the service offered and the segments served.

Competing for reach:

          The competition here focuses on the size of the area from which it can draw customers and how far customers will travel to use the service.

Competing for geography:

          It is an assumption that the service formula is easy to copy and being second to enter into market is a dis-advantage. The strategy is to sell intensively and spread out geography.

Positioning a service in the market:

The process of designing a service has an impact of the image of the mind of the customer. It is generally agreed that teem the sum of beliefs, attitude and impressions that a person or a group has of an object these are some types of times confusion about image and identify.

image is the picture of an org as perceived by a target groups.

identify is associated with the way in which a compare presents itself it its target groups.

The market through products and service the problems of the customer and try to satisfy their used and wants. They focus on delivering than the benefits. To be an effective in marketing the positioning must prime the benefits the customer will receive & cater the expectation and offer a solution to the customer problem.

●      Employees attitude

●      Customer contact with employee interaction

●      Policies and procedures of an org

●      Responsiveness to solve customer problems

●      And host of the other issues related to service experience 

Positioning process:

          The various steps of developing effective positioning are:

                                                Market positioning

                                                Psychological position

                                                Positioning approaches

Market positioning:

The marketing positioning is defined as the process of identifying and selecting markets or segments that represents business potential to determine the criteria for competitive process success. This must be told on following factor.

Through knowledge of needs, wants and perceptions of the target market.

Benefits offered by the service offered.

Psychological positioning:

          This step involves the use of communication to convey the firms or its offerings identify and image of the target market. It converts the needs and positions the offering in the customer mind.

Psychological positioning:

          Objective positioning

          Subjective positioning

a.       Objective positioning:

The objective positioning relates to the objective attributes of the physical project of objectives positioning depends upon the uniqueness of features.

Ex : A picture of restaurant which looks like any other restaurant.

b.       Subjective positioning:

Subjective positioning relates to the subjective attributes of the service offering. It is the mental perceptions image and other attributes perceived by the tourist and not the physical aspects of the offering.

Positioning approaches:

          There are several approaches to positioning of project and service offerings. The following positioning approaches level information collected during market protection and psychological positioning.

Service attributes:

          A company can position service alternative such as the facilitating services and the supportive services.

Service benefits:

          A strategy focuses up on the distinctive [attribute such as the facilitating services and the services] benefit consumer can get with the one of the service.

Service application positioning:

          Service application in positioning the basis of the reason for its use

Ex : Hotel inter congenital                          New Delhi    

Competitive positioning:

          The positioning may be against the competition or away from the competitive.

Quality positioning:

          The positioning focus on quality leadership of the firm.

Price positioning:

          The positioning is to communication the best value for the price the consumer pay.

Excellence positioning:

          The positioning on the perform and the efficiency of the firm.

VALUE ADDITION TO THE SERVICE PRODUCT

          A service product is a package of services of service elements executed on proper order in keeping with the consumer with an intension to maximize consumer satisfaction.

          The term product is defined as a bundle of a attributes capable of exchange or we usually a venix of tangible & intangible forms. It may be an idea, a physical entity or a service or any combination of 3.

         

There are the 3 basic elements in service product

Core services:   

A core service is the service for being in the market.

Ex: a hospital is or healthcare, a hotel is lodging, airline is for transporting etc..

Facilitating services:

          Facilitating services are those services without which core services can’t be performed.

Ex: facilitating services is “Hotel requires a building consisting or rooms cost etc... facilitating services, goods make it possible for customer to use core services.

Supporting services:

          Supporting services don’t facilitate the consumption or use of a core service but once the value of the service, offering

Ex: A hotel can operate a restaurant inside transport services for local, inventories facilities etc...

Consumer value hierarchy:

          According to “Philip Kotler” a market needs think through 4 levels of a product.

                                 Core

                                 Benefits

                                 Expected

                                 Product

                                 Services

                                 Augmented

                                 Product services

                                 Potential product

                                 services

Core benefit:

          This is a basic step

Ex: a bed in a hotel for the high

Expected product services:

          Basic product and minimum. Purchase condition that must be met.

Ex: when a consumer buy and airline ticket, they expect in addition to seal and comfortable waiting area, prompt in flight service and good meals.

Augmented product:

          Basic product and minimum offering some product and be met & something different which enables one product to be differential from another.

Ex: 2 competitors have excellence reputation of consumer services but not may be differentiating itself from the other by “adding values” to the core product in terms of reliability and responsiveness.

Potential product services:

          Contains potentiality feasible features and benefits that play significant role in holding and attracting the customer these features & benefits are useful or likely to be useful to  the buyers.

Ex: A consumer orders a food in a restaurant on selections made a menu, feel is offered a drink with in the same art. This offer exceeds the expectation of the customer and enables marketers to win loyalty of the customer.

Planning and branding service products:

          Perhaps the most distinctive skill of professional markets is their ability to create, maintain, protect and enhance branding is the art and comer stone of marketing.

          A brand is a name, term, sign symbol or design or a combination of them, intended to identify the goods and service of one seller or group of sellers and to differentiate them from those of competitors.

          In a brand identifies the seller or market. It can be name, trade mark, logo or other symbol. Under trade mark. Law, the seller is graded exclusive rights to the use of the brand name in perfectively brands differ from other assets such as patents and copy rights which have expectation duties. The best brand conveys a warranty of quality. But a brand is an even more complex symbol. It conveys up to six levels of meaning.

Attributes: 

          A brand brings to mind certain attributes, suggests expensive, well-built, well-engineering durable high, prestige automobiles.

Benefits:

          Attributes must be translated into functional and benefits. The attributes “durable” could translate into the functional benefit. “I won’t have to pay another can for several years”. “The attribute expensive translates into the emotional benefit”

Values:

          The brand also says something a best the produces values Mercedes stands for high performance, safety and prestige. 

Culture:     

          The brand may represent a certain culture. The includes represents German culture organized, efficient, high qualities.

Personality:

          The brand can project a certain personality.

User:

          The brand suggests the kind of consumer who buys or uses the product.

New service development:

          A service can be termed as a new service when it is totally innovative and is created and offered by the company to the world for the 1^st time.

          Some new services are adoptive replacement they are the improved versions of the existing service products, either in technology style status or performance.

●      New to the world products

●      New product lines

●      Additions to the existing product lines

●      Improvements & versions of existing products

●      Re-positioning

●      Cost reductions

                                                                                               Post introduction

                                                                                                Enrolment

                                                                                         Launch

                                                                                     Marketing

                                                                                     Testing

                                                                               Service

                                                                               Department

                                                                            Business

                                                                            Analysis

                                                                      Testing the

                                                                      Concept

                                                                  Idea

                                                                  Screening

                                                            Idea

                                                            Generation

         

Idea generation:

          The type of new service will depend on organization goals, vision, capabilities & growth plans. By the new service strategy the org will be in below position to being generating specific ideas.

Idea screening:     

          This stage identifies those ideas that are potential and premising to be successful services. The various services ideas are put screening by the evaluation of the idea with the company mission, image and compatibility.

Testing the concept:

          When the new service idea passes the screening stage. It is subject concept testing. It involves translations the service idea into service concept with specific need satisfying aspects.

Business analysis:

          The proposed idea is now viewed as a business proposal. This stage will decide whether the project has both financial feasibility. The business analysis focuses on estimation of future growth, major competitor’s price, elasticity of demand.

Service development:

          The business proposal must then be converting into the actual service that will be to customer. All tangible elements as well as the service delivery process must be designed.

Marketing testing:

          Marketing testing helps the service firm to re-mix the marketing mix elements in order to reduce the risk of launch, many service firms resort to testing within the org to its employees and other benefits.

Post introduction evaluation:

          A most service firms conduct market testing under simulated