Ssd Smg l1 Intro

8/7/2019 Ssd Smg l1 Intro

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What do you know about these Brands?What do you know about these Brands?

Identify the Brands Industry Category &

Explain what is common to these ..

Hertz & Marriott

Hertz & Marriott & McDonalds

Hertz & Marriott & McDonalds & American Express Hertz & Marriott & McDonalds & Amex & Allianz .


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Services MarketingServices Marketing

To a Joint Exploration of


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Have you been spending on .?Have you been spending on .?

Education / Hostel Fees / Mess Charges

Eating Out / Dining

Entertainment / Movies

Transportation / Autorickshaws

Mobile Telephony

Cybercafe / Websurfing / Email


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Broad Learning ObjectivesBroad Learning Objectives

Nature & Imp ofServices Marketing

Difference vis--vis Product Marketing

Unique Characteristics ofServices

Challenges in Marketing ofServices

Strategies forServices Marketing

Understanding nuances within sector


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Services MarketingServices Marketing

Getting the fundamentals right .


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Economic Significance ofServicesEconomic Significance ofServices

ALL developed economies are characterised

by huge activity in the services sector.

Services are the most vibrant component of GDP.

Services are the engine of growth & economic

prosperity.


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Services Sector :Services Sector :

The Global PowerhouseThe Global Powerhouse

ou tr % G P % l

U.S.A 72 78France 64 69

U.K 63 66

Canada 62 66Japan 57 61

India ? ?


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Global Majors inServicesGlobal Majors inServices

MasterCard / Visa

CitiCorp / Amex

Marriott / InterContinental

Macdonalds / Pizza Hut

Hertz / Avis

Prudential / Allianz


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Services :The Indian ScenarioServices :The Indian Scenario

o n r

U.S.A 72 78France 64 69

U.K 63 66

Canada 62 66Japan 57 61

In d ia 51 42


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Services :The Indian ScenarioServices :The Indian Scenario

The Growth Story in India :

Share of GDP up from 6 in 980s to

0 + in 000 & in 0 & nearly in

Fastest growing sector for years in a row.

Biggest contributor to exports for 0 years in a row.

Highest PCI for those in employment.

Creating new jobs at 3: to Industry.


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Proliferation ofServicesProliferation ofServices

Older Economy = >Older Economy = >

Banking & InsuranceBanking & Insurance

TransportationTransportation

Tourism & HotelsTourism & Hotels

Public UtilitiesPublic Utilities

Auditing & TaxationAuditing & Taxation

New Economy = >

Mobile Telephony

Hospitals & Healthcare

Personal Care

Education & Training

Mngment Consulting


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Proliferation ofServicesProliferation ofServices Category ExamplesCategory Examples

Communication :

Basic Telephony

Mobile Telephony Video Telephony

Couriers

Postal Dept

Radio

Television

Finance :

Retail Banking

Corp Banking Investment Mngment

Leasing

Credit Risk Rating

Insurance & Risk Mngmt


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Proliferation ofServicesProliferation ofServices Category ExamplesCategory Examples

Marketing :

Advertising

Sales Promotion

Event Management

Telemarketing

Market Research

Consultancy

Entertainment :

Movies

Video Parlours

Game Parlours

Theme Parks

Discos

Events


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Why study about services ?Why study about services ?

Careers in pure service industries

Careers in product + service industries

Careers in Consulting

Entrepreneurship


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Services Boom : Cause & EffectServices Boom : Cause & Effect

Causa actor Effect Ex ect Services Spa e

More Aff luence Increasing Spend Laundry & IroningComfort - CPO Law n Maintenance

Utilities Bill Payment

Incr Automation More Leisure Time Holiday Resorts

Fitness/Yoga/Health CentreM-plex Entertainment Centr


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Factors driving services growthFactors driving services growth

Shift away from Industrial Economy

New jobs creation is 3 :

Emphasis on Excellence , esp B B

Core Competence = >Process = > BPO

Strategic Competitive Advantage

Low product differentiation

Automobiles / Computers / Telephony


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Factors driving services growthFactors driving services growth

Major developments in Technology

Satellite Com =) Real Time =) ITES

Information & Comncn Explosion

Global Village =) Customer NeedsCustomer Focus =) Performance Linkages

Value seeking customers =) Amex Cards

Professionalisation of Education

Quality & Quantity ofSkillsets


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Diff between Goods & Services thinning ?Diff between Goods & Services thinning ?

Services are quite different from Goods Difference is fast getting blurred

Hybrids are the new norm

Stand-alone goods marketing is getting extinct


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Basic Categorisation of GoodsBasic Categorisation of Goods

Industrial :

Chillers / Heat Exchangers / Mixers Durables :

Refrigerators / ACs / Scooters

Non-Durables :

Flowers / Vegetables / Toothpaste


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Basic Categorisation ofServicesBasic Categorisation ofServices

Rental Goods=> Services :

Computer Hire Owned Goods=>Services :

Computer Maintenance

Non Goods => Services :

Consultancy / Training


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Thank YouThank You

For YourFor YourParticipationParticipation

Ssd Smg l1 Intro

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