mm ppt
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TRANSCRIPT
TANGIBILIZING THE INTANGIBLEAVIK PAUL
SERVICES
•Any act of performance that one partly can offer another that is essentially intangible and does not result in the ownership of anything;
•Its production may or may not be tied to a physical product.
SERVICE MIX•Pure tangible goods
•Good accompanying services
•Hybrid
•Service accompanying goods •Pure service
Characteristics of servicesIntangibility Cant see/touch/feel Inseparability
Production/distribution /
consumption simultaneous
Heterogeneity Perishabilityvariation in quality/ time Cant be stored
consumed/extent of service
Therefore, challenges…
.. Tangibilize the intangible
.. Increase productivity of providers who are inseparable from products
.. Standardize the quality
.. Optimize demand movement & supply capacity
•InventoryServices
Intangibility
Inseparability
Inconsistency
SERVICE CHARACTERISTICS-INTANGIBILITY
•“Manage the evidence” and “tangibilize the intangible”
•Create physical image of service offer and add physical evidence.
Intangibility
Marketing Implications - No patent - No ready display - Communications problem - Pricing difficulty
Strategies
-Tangible clues- place / people / equipment / symbols- Personal sources - Word of mouth- Image / branding
TANGIBILIZATION AND EVIDENCE CHECKLIST
•Place•People•Equipment•Communication material•Symbol•Price
TANGIBILIZING THE INTANGIBLE•Visualization•Association•Physical Representation•Documentation•People Involvement•Promotion•Branding
PROBLEMS OF INTANGIBILITY•Abstractness-
E.g.- abstract concepts such as financial security, expert advice or safe transportation.
•Generality-E.g.- airline seats, flight attendants, cabin service.
•Nonsearchability-E.g.- physical attributes, such as the appearance of a health club and equipment installed, can be checked in advance but the not the experience of working with a trainer
TANGIBILIZING THE INTANGIBLESVISUALIZATIONHotels depicting benefits of dinning at restaurant through advertisement.
TANGIBILIZING THE INTANGIBLEASSOCIATION
Abhishek Bachan with Idea Shah Rukh Khan with Airtel
TANGIBILIZING THE INTANGIBLEPHYSICAL REPRESENTATION
Citibank credit card in gold or Platinum symbolizes a status.
Airline dress symbolizes visibility,reliability and
cleaniness.
TANGIBILIZING THE INTANGIBLEDOCUMENTATIONCiting facts and figures in support of performance.
100% placementNo. 1 rank in India Major Awards Won By Jet Air
% Of People Preferring Jet Air
TANGIBILIZING THE INTANGIBLEPEOPLE INVOLVEMENTPeople are often critical element in service delivery
TANGIBILIZING THE INTANGIBLEPROMOTIONPersonal care through promotion campaigns/communication material offers life long assurance scheme.
Aviva- “Kal par control”HDFC- “Sir utha ke jiyo” Brochures
TANGIBILIZING THE INTANGIBLEBRANDINGBranding helps in differentiation of the service from competitors.
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