AN INTEGRATED COMMUNICATIONS PROGRAM IN SERVICES

MARKETING

DR K V PRABHAKAR

Marketing Strategy

Marketing Mix

Integrated Communications Program

ServiceLife Cycle

EnvironmentCompetition

CompetitiveAdvantage

Operational Position

TargetMarket

Consumer Position

Service OutcomeServicescape

DistributionFirm ImagePromotion

Price

Role of Communications

InformPersuadeInfluence consumer behaviorAll communications should be

integrated so the same message is sent by every communication.

Communication Pre-Purchase Phase Objectives

Reduce purchase riskIncrease probability of purchaseDevelop corporate imageBuild brand equityIncrease awareness

Communication Service Encounter Objectives

Enhance customer satisfactionIncrease repeat purchase

behavior

Communication Post-Purchase Phase Objectives

Reduce cognitive dissonanceStimulate positive word-of-mouth

communicationsIncrease repeat purchase behavior

Image Analysis

Determine relevant criteria Survey customers and non-customers Do a comparative analysis with competition Determine desired position Promote desired position

Integrative CommunicationsSustainable competitive advantageOperational positionCustomer value package

– Advertising– Sales promotion– Personal selling– Public relations– Firm Image– Servicescape

Role of Advertising

InformativePersuasiveReminderAction inducing

Advertising

Make service more tangibleDecrease perishabilityReduce variabilityReduce inseparabilityReduce purchase riskReinforce consumer positionStrengthen brand loyaltyEnhance repeat purchase behavior

SalesPromotion

Options

Coupons

ContestsSweepstakes

FrequencyPrograms

Price-offs

Tie-insSampling

PremiumsRebatesRefunds

Communication Objectives Sales Promotions

Coupons Samples Price-offs Tie-ins

Coupons Samples Price-offs Tie-ins Frequency program

Reduce purchase risk Increase purchase probability

• Excellent • Good

Communication Objectives Sales Promotions

Premiums Frequency programs

Premiums Frequency program

Develop firm image Build brand equity

• Excellent • Good

Communication Objectives Sales Promotions

Contest and Sweepstakes

Tie-ins Samples

Premiums Samples

Increase awareness Enhance customer satisfaction

• Excellent • Good

Communication Objectives Sales Promotions

Coupons Premiums Frequency program Price-offs Rebates and refunds

Premiums

Increase repeat purchases Reduce cognitive dissonance

• Excellent • Good

Communication Objectives Sales Promotions

Premiums Frequency

program

Stimulate Positive Word-of-Mouth Communications

• Excellent • Good

Operational Position Sales Promotions

Coupons Contests & Sweepstakes Tie-ins Samples Price-offs Frequency program

Premiums Frequency program

Cost Efficiency Customization

• Excellent • Good

Operational Position Sales Promotions

Premiums Samples Tie-ins Frequency program

Premiums Frequency program Samples

Technical Service Quality

• Excellent • Good

Functional Service Quality

Marketing Trends

Sponsorship marketingCause-related marketingAdventure marketing

Steps in Developing an Integrative Communications Program

1. Identify the target market 2. Identify the target purchase phase 3. Identify the consumption value 4. Determine the communication objectives 5. Determine the consumer image position 6. Design the message 7. Determine the promotional mix 8. Measure effectiveness

GUIDELINES FOR SERVICE COMMUNICATIONS

PROVIDE TANGIBLE CLUES MAKE THE SERVICE UNDERSTOOD MAINTAIN COMMUNICATION CONTINUITY PROMISE WHAT IS POSSIBLE CAPITALIZE ON WORD OF MOUTH INTEGRATE ALL TOOLS OF SERVICE

COMMUNICATION DIRECT COMMUNICATION TO EMPLOYEES

ALSO

Goal:Delivery

greater than or equal to customer

promises

Create EffectiveVertical

Communications

Align Back Office Personnel

w/ External Customers

Create EffectiveHorizontal

Communications

CreateCross-Functional

Teams

Approaches for Managing Internal Marketing Communications

GUIDELINES FOR SELLING SERVICES THE PROBLEM OF RESISTANCE TO SELLING

SERVICES IS COMMON Follow the following guidelines to break the

resistance: 1. ORCHESTRATION OF THE SERVICE

PURCHASE ENCOUNTER 2. FACILITATION OF A QUALITY ASSESSMENT

BY THE CUSTOMER 3. TANGIBALIZE THE SERVICES 4. IDENTIFY AND EVALUATE SUPPORT

SYSTEMS

MetlaContent: Task, product, services

Content: entire organization

Direction:External

Direction:Internal

GRACIAS !!!

Thank you for your attention!

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