SERVICES MARKETINGASSGINMENT ON SERVICE INDUSTRIESNORTHERN INDIA ENGINEERING COLLEGE

SUBMITTED TO: - SUBMITTED BY :- MS. ASHIMA KAPOOR MANISHA GAUTAM MBA- 3RD SEM (B)08915603913 (1) HOSPITALITY SERVICESThe concept ofhospitality exchange, also known as "accommodation sharing", "hospitality services" (short "hospex"), and "home stay networks", "home hospitality" ("hoho"), refers to centrally organizedsocial networksof individuals, generally travelers, who offer or seek accommodation without monetary exchange. These services generally connect users via the internet.In 1949 Bob Luitweiler founded the first hospitality service calledServas Open Doorsas a cross-national, nonprofit, volunteer-run organization advocating interracial and international peace. In 1965 John Wilcock set up the Traveler's Directory as a listing of his friends willing to host each other when traveling. In 1988, Joy Lily rescued the organization from imminent shutdown, forming Hospitality Exchange. In 1970 U.S. PresidentJimmy Carterannounced the formation ofFriendship Force International, which has chapters in 57 countries today. In 2000 Veit Kuhne foundedHospitality Club, the first such Internet-based hospitality service. In 2004, Casey Fenton startedCouch Surfing, which is now the largest hospitality exchange organization.

HYATT

We are a global hospitality company with widely recognized, industry leading brands and a tradition of innovation developed over our more than fifty-year history. Our mission is to provide authentic hospitality by making a difference in the lives of the people we touch every day. We focus on this mission in pursuit of our goal of becoming the most preferred brand in each segment that we serve for our associates, guests, and owners. We support our mission and goal by adhering to a set of core values that characterizes our culture.

We manage, franchise, own and develop Hyatt branded hotels, resorts and residential and vacation ownership properties around the world. As of December 31, 2013, the company's worldwide portfolio consisted of 549 properties.

Global Market; Headquartered In ChicagoMarketing strategy is designed to secure and build brand value.A recent independent survey of key account customers conducted by Maritz Research identified Hyatt as the Best Hotel Brand based on relationships with WWSF (Worldwide Sales Force) and NSF (National Sales Force).

MARKET SEGMENTATION

Building and differentiating the brand position of Hyatt and sub-brands is fundamental to increasing Hyatts brand preference and demand. Targeted higher class worldwide with excellent ability to retain customers.

PRODUCT

Rooms, Restaurants, Swimming Pool, Gym, Tennis Court, Jacuzzi (in short All Services).

PRICING

Room Pricing Changes on daily basis. (No Tariff Card)Always keep keen look on Competitors.Often, paying a higher price makes a customer more satisfied. Price is often considered a proxy for quality and vice-versa.

PROMOTION

Hyatt Gold Passport Membership Programme has been an asset in aspects of retaining customers. New Promotional Offer: Book for 2 Room Nights and get 3rd Room Nightfree. Provide special rates including room charges, breakfast, and internet. HYATT BRANDS

PARK HYATT ANDAZ GRAND HYATT HYATT REGENCY HYATT PLACE HYATT SUMMER FIELD SUITES HYATT RESORTS HYATT CLUB

(2) AIRLINES

Anairlineis a company that providesair transport servicesfortravelingpassengersand freight. Airlinesleaseor own theiraircraftwith which to supply these services and may formpartnershipsorallianceswith other airlines for mutual benefit. Generally, airline companies are recognized with anair operating certificateor license issued by a governmental aviation body.Airlines vary from those with a single aircraft carryingmailorcargo, through full-service international airlines operating hundreds of aircraft. Airline services can be categorized as being intercontinental, intra-continental, domestic, regional, or international, and may be operated as scheduled services or charters.

JET AIRWAYS Started by Naresh Goyal as Air Taxi Operator in April 1992 Started Indian commercial airline operations on 5 May 1993 with a fleet of four leased Boeing 737-300 aircraft Scheduled airline status was granted on 4 January 1995 Initial investment of US$10 million 80%of its stake controlled by Naresh Goyal Jets parent company, Tail Winds Ltd. Began international operations to Sri Lanka in March 2004. Jet, is headquarters in Mumbai, IndiaCurrent Service Offerings

Jet Konnect Launched on 8 May 2009 to close down loss making routes Divert planes to more profitable routes with higher passenger load factors. Started 54 flights a week, rose to 125 flights, target of 160 flights a week

Jet Escapes A holiday package to a particular destination Option to earn JPMiles on each holiday availed

Jet Mobile Access information such as flight status, schedules, set alerts or automatically receive flight delay messages Request for your Jet Privilege account details Search for the lowest fares on Jet AirwaysJet Viva Interaction forum for women travelers Modern fashion trends, spa getaways, high end cosmetics

4PS

Product Airline service travelPrice Discounted fare for senior citizens, defense personnel Economy & Club Premiere Fare Advance Passenger ExcursionPlace Place of Service Aircraft Various Airports Jet loungePromotion Companion Free Offer, Concessional fares Jet Privilege frequent-flier programmed Jet Airways Citibank Credit Cards Corporate Deal Offers Festival specials, Student specials Advertising and Branding Hoardings and advertisements Brand Ambassadors Sponsorships Event Organization(3) TOURISM SERVICES

Tourismis the travel for recreation, leisure, religious, family business purposes, usually of a limited duration. Tourism is commonly associated with trans-national travel, but may also refer to travel to another location within the same country. The Worlddefinestouristsas people "traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes".Tourism has become a popular global leisure activity. Tourism can be domestic or international, and international tourism has both incoming and outgoing implications on a country'sbalance of payments. Today, tourism is a major source of income for many countries, and affects the economy of both the source and host countries, in some cases it is of vital importance.

COX & KINGSMarketing Mix Cox and KingsPRODUCTTourism service is the combination of tangible and intangible elements. The tourism product, which is mainly the destination, can only be experienced. The views of the location travel to the destination, the accommodation and facility as well as the entertainment at the destination all form the tourism productComponents of Tours as a Product.Sr.No.BENEFITMEANINGWITH RESPECT TO THE TRAVEL AND TOURISM INDUSTRY

1CORE BENEFITThe fundamental benefit or service that the customer is buying.Traveling.

2BASIC PRODUCTBasic, functional attributes.Ticketing, hotel reservation.

3EXPECTED PRODUCTSet of attributes/conditions the buyer normally expects.Customer friendliness, good food.

4AUGMENTED PRODUCTThat meets the customers desires beyond expectations.Prompt services, comfortable and convenient trip, spectacular sights, and music.

5POTENTIAL PRODUCTThe possible evolution to distinguish the offer.Totally customized tour packages, A grade service at every stage.

COX AND KINGS also offers a variety of tours which include tours for families with kids, tours for senior citizens, tours for Marathi people, and tours for Gujarati people.PRICEPricing in tourism is a complex process. Pricing includes the prices of other services like Airtravel, Bus, Railways, Hotels, etc. All are included in tourism package. Pricing also depends on the Geographic location of the destination.Pricing also depends on Seasonality. Seasonality is the most important factor in pricing. To match demand and supply tourist managers try to get either discount COX AND KINGS does not believe that the customer should pay a premium for excellent service and outstanding holidays. It is their policy to keep the prices as low as possible that is they follow Low Price Policy.PLACEDifferent distribution strategies are selected to reflect the companys overall objectives. Tours as a product is distributed as a travel. Internet is also used widely. The middleman may be tour operators, who buy tours in bulk and make them available to travel agents who are retailers.Almost same distribution strategies are used by COX AND KINGS also. They too have wide spread offices all over the country and their own website from where direct booking can be done.PROMOTIONAdvertising and sales promotion in Tourism is very effective when supplemented by publicity and personal selling. Public or PR (Public Relation) plays an important role in tourism. It is also through recommendation of friends and relatives which is itself a biggest promotion.Word-of-mouth is a very important tool of promotion in tourism. Research shows that about 80% of the tourist visited different places on the persuasion of their friends and relatives and also their own judgments. One can see a clear domination by global and Multi-National tour operators. Kuoni Travel (India) was the top advertiser in this category commanding a 10% share..COX AND KINGS advertises in newspapers. It also has a tie up with leading publications for features on travel, which appear once a week.PEOPLEIt plays a most important part in tourism. In people, local people are very important, that how they treat tourist. The travel agents, guides, staff, sales staff, etc of company they are the people. Travel Company also like Railways, Air, etc. is included in people.SOTCKuoni group (India) employs 2900 employees through its 347 offices and caters to 3 million customers. SITA alone enjoys loyalty of its 2, 00,000 Indian customers.COX AND KINGS employs 2600 employees it has 13 offices in India and a network of over 500 GSAs across the country (general sales agent).

PROCESSThe operation process of the COX AND KINGS is given in the form of sequential steps involved in the delivery of the tours as a product. Provision of travel information The information regarding the travel is provided at a convenient location where the potential tourist seeks clarification about their proposed tour.COX AND KINGS provides information through its website, newspaper ads and in It has fixed itineraries the customer can cancel the visit but it will not be replaced by any other place.Liaison with providers of services Before any form of travel is sold over the counter to a customer; contracts have to be entered with the providers of various services including transportation companies, hotel accommodation, coaches for local sightseeing etc.COX AND KINGS a has tie-ups with various 5-star hotels across the country.Planning and costing tours Once the contracts and arrangements are entered into, then the task of planning and costing the tour, this will depend on the tour selected as well as COX AND KINGS follows a low price policy that is they fix the tour price as low as possible.Ticketing The computerized reservation system has in recent years revolutionized the reservation system for both rail and air travel.COX AND KINGS book tours, air and rail tickets through their online access system.Provision of foreign currency and insuranceIn case of foreign travel the final task provide foreign currency as well as insurance.COX AND KINGS provides its customers with foreign currency and travel insurance.PHYSICAL EVIDENCE The tourist attraction, which is an expensive for the customer must be tangibilized with the help of tangible items like, comfortable seats while traveling, layout, and design of the resort, natural service, etc. the sign posts that indicate directions, route maps, information regarding rules and regulations of the tourist spot and the sign regarding the public utilities like toilets, telephone booth also form a part of the physical evidence. Printed matters such as brochures also play an important role in the development of tourism. As the product, in tourism is intangible. COX AND KINGS also provides its customers with a detailed brochure of the tour.(4) HEALTH CARE & WELLNESS

Health care(orhealthcare) is the diagnosis,treatment, and prevention ofdisease, illness, injury, and otherphysical and mental impairmentsin human beings. Health care is delivered by practitioners inallied health,dentistry,midwifery(obstetrics),medicine,nursing,optometry,pharmacy, psychologyand otherhealth professions. It refers to the work done in providingprimary care,secondary care, andtertiary care, as well as inpublic health.Access to health care varies across countries, groups, and individuals, largely influenced by social and economic conditions as well as thehealth policiesin place. Countries and jurisdictions have different policies and plans in relation to the personal and population-based health care goals within their societies.Systems are organizations established to meet thehealthneeds of target populations. Their exact configuration varies between national and sub national entities. In some countries and jurisdictions, health care planning is distributed among market participants, whereas in others, planning occurs more centrally among governments or other coordinating bodies. In all cases, according to theWorld Health Organization(WHO), a well-functioning health care system requires a robust financing mechanism; a well-trained and adequately-paid workforce; reliable information on which to base decisions andpolicies; and well maintainedhealth facilitiesand logistics to deliver quality medicines and technologies.

APOLLO HOSPITAL

Apollo Hospitalsis anIndianhospital chain based inChennai, India. It was founded by DrPrathap C. Reddyin 1983 and has hospitals in India,Sri Lanka,Bangladesh,Ghana,Nigeria,Mauritius,Qatar,OmanandKuwait. Several of the group's hospitals have been among the first in India to receive internationalby America-basedJoint Commission International(JCI). The group has developed services intelemedicine, after starting a pilot project in 2000 in Pratap Reddy's home village.It is now the largest telemedicine provider in India with 71 centers. The success of Apollo Hospitals has made it a topic forHarvard Business Schoolcase study.

MARKETIN MIX OF APOLLO HOSPITAL

Product: - Apollo hospital provides quality healthcare services with more than 53 branches across the country. Prominently Apollo is known best for heart problems and Knee and Hip replacement surgeries besides other major ailments. The specialties include Heart, Orthopedics, Spine, Cancer Care, Gastroenterology, Neurosciences, and Nephrology & Urology Critical Care.

Price: - The hospital is priced premium and it can afford to do the same because of its positioningand its assurance as well as the reliability on the brand of Apollo hospitals. Along with it, it also helps that there are so many locations and specialties in Apollo hospitals. Thus a patient is reassured of his well being.

Place: - Apollo Hospitals has around 8500 beds across 53 hospitals in India and overseas. It is located in 15 different places across India which include Ahmadabad, Aragonda, Bangalore, Bhubaneswar, Bilaspur, Chennai, Delhi, Hyderabad, Kakinata, Kolkata, Madurai, Mauritius, Mysore Noida.

Promotions: - Apollo promotes itself through the Community Initiatives viz SACH Save a Childs Heart CURE Extends preventive as well as rehabilitative cancer treatment to the economically backward. SAHI Society to Aid the Hearing Impaired DISHA Distance Health care Advancement Project

Other Services offered by Apollo:

-Apollo Pharmacy Apollo Pharmacy operates round the clock catering to all your medicine needs.

-Caf Apollo Caf Apollo is a sit down dining facility of the hospital. It offers a wide selection of snacks and a variety of meals.

-Apollo Food Plaza There is food facility located in the atrium of the hospital serving a delightful array of delicacies. Timings: 8.00am - 9:00pm

-Fast Food Cafe For the convenience of ICU attendants there is a 24 hours cafe in the ICU lobby.

-Gift Shop The Gift Shop carries a wide range of gifts including Confectionery, Cards, Books, Newspapers, Magazines and other novelties.

(5) BANKING & INSURANCE SERVICES

Thebank insurance model(BIM), also sometimes known asbancassurance, is the partnership or relationship between a bank and an insurance company whereby the insurance company uses the bank sales channel in order to sell insurance products, an arrangement in which a bank and an insurance company form a partnership so that the insurance company can sell its products to the bank's client base.BIM allows the insurance company to maintain smaller direct sales teams as their products are sold through the bank to bank customers by bank staff and employees as well.Bank staff and tellers, rather than an insurance salesperson, become the point of sale and point of contact for the customer. Bank staff are advised and supported by the insurance company through product information, marketing campaigns and sales training.The bank and the insurance company share the commission. Insurance policies are processed and administered by the insurance company.This partnership arrangement can be profitable for both companies. Banks can earn additional revenue by selling the insurance products, while insurance companies are able to expand their customer base without having to expand their sales forces or pay commissions to insurance agents or brokers.

ICICI BANKMARKETING MIXPRODUCT MIX1. DEPOSITS2. INVESTMENTS3. ANYWHERE BANKING . 4. LOAN5. CARDS6. DEMAT SERVICES7. MOBILE BANKING 8. NRI SERVICESPRICING MIXThe pricing decisions or the decisions related to interest and fee or commission charged by banks are found instrumental in motivating or influencing the target market.The RBI and the IBA are concerned with regulations. The rate of interest is regulated by the RBI and other charges are controlled by IBA.The pricing policy of a bank is considered important for raising the number of customers vis--vis the accretion of deposits. Also the quality of service provided has direct relationship with the fees charged. Thus while deciding the price mix customer services rank the top position.The banking organizations are required to frame two- fold strategies. First, the strategy is concerned with interest and fee charged and the second strategy is related to the interest paid. Since both the strategies throw a vice- versa impact, it is important that banks attempt to establish a correlation between two. It is essential that both the buyers as well as the sellers have feeling of winning.PLACEThis component of marketing mix is related to the offering of services. The services are sold through the branches.The 2 important decision making areas are: making available the promised services to the ultimate users and selecting a suitable place for bank branches.The number of branches OF ICICI: 1900 in India and 33 in Mumbai.LOCATION OF BRANCH: Shivam Shopping Centre, S.V.Road,Opp. New Era Cinema, Malad (W), Mumbai.MUMBAI , 400064.LOCATION OF ATMS: Malad subway With branch Mindspace Orlem Raheja townshipPROMOTION MIX Advertising: Television, radio, movies, theatres Print media: hoardings, newspaper, magazines Publicity: road shows, campus visits, sandwich man, Sponsorship Sales promotion: gifts, discount and commission, incentives, etc. Personal selling: Cross-sale (selling at competitors place),personalized service Telemarketing: ICICI one source Call center (mind space)PROCESSFlow of activities: all the major activities of ICICI banks follow RBI guidelines. There has to be adherence to certain rules and principles in the banking operations. The activities have been segregated into various departments accordingly.Standardization: ICICI bank has got standardized procedures got typical transactions. In fact not only all the branches of a single-bank, but all the banks have some standardization in them. This is because of the rules they are subject to. Besides this, each of the banks has its standard forms, documentations etc. Standardization saves a lot of time behind individual transaction.

Customization: There are specialty counters at each branch to deal with customers of a particular scheme. Besides this the customers can select their deposit period among the available alternatives.Number of steps: numbers of steps are usually specified and a specific pattern is followed to minimize time taken.Simplicity: in ICICI banks various functions are segregated. Separate counters exist with clear indication. Thus a customer wanting to deposit money goes to deposits counter and does not mingle elsewhere. This makes procedures not only simple but consume less time. Besides instruction boards in national boards in national and regional language help the customers further.Customer involvement: ATM does not involve any bank employees. Besides, during usual bank transactions, there is definite customer involvement at some or the other place because of the money matters and signature requires.PHYSICAL EVIDENCESPhysical evidence is the material part of a service. Strictly speaking there are no physical attributes to a service, so a consumer tends to rely on material cues. There are many examples of physical evidence, including some of the following: Internet/web pages Paperwork Brochures Furnishings Business cards The building itself (such as prestigious offices or scenic headquarters)The physical evidences also include signage, reports, punch lines, other tangibles, employees dress code etc.

THE PEOPLE All people directly or indirectly involved in the consumption of banking services are an important part of the extended marketing mix. Knowledge Workers, Employees, Management and other Consumers often add significant value to the total product or service offering. It is the employees of a bank which represent the organisation to its customers. In a bank organization, employees are essentially the contact personnel with customer. Therefore, an employee plays an important role in the marketing operations of a service organisation.

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