services marketing (1) (1)
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Meaning Of Service Marketing
O It is an economic activity offered by a company to its
consumers
O It is considered to be a special sub set of marketing
O It focuses on customer attitude and the marketing
strategy
O Includes building public relations, advancing
customer loyalty, developing quality of service
O It is marketing based on relationship and value.
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Meaning Of Service Industry
O An industry that does not make products, but instead
offers a service such as banking, insurance, or
transport
O Industry that creates service rather than tangible
objects
O Earn revenue through providing intangible products
and services.
O Involved in retail, distribution, food services etc.
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8 Ps Of Service Industry
O Product
O Pricing
O Place
O Promotion
O People
O
ProcessO Physical Evidence
O Productivity
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Dimensions Of Service Quality
O Empathy
O Reliability
O Responsiveness
O Assurance
O Tangibles
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Venkateshwara Catering Service
O Established in the year 2013
O It is a partnership firm owned and managed by two
people.
O There are 2 supervisors, 1 head cook and 2
assistants
O They render catering service (unlimited meals) to a
business unit.
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Vision & MissionO Mission Statement:
Our mission is to provide nutritious, flavorful, quality food to
satisfy the customer and to ensure that customer get what they paid
for. Through our continuing dedication to excellence in service we arecommitted to achieve customer satisfaction, ensuring at the same
time growth, development and welfare of our staff.
O Vision Statement:
To Meet and exceed our customers expectations, as well as to
be one of the leading food service and respected caterers to our
valued clients
.
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8 Ps Of Venkateshwara CateringService
O Product - Unlimited meals
O Place - close by to the business unit
O Promotion - word of mouth communication
O Price - quality service with reasonable price
O People - 1 head cook and 2 assistants
O Process - served personally by the partners
O Physical evidence - well equipped with cutleries and also
transportation facility
O Productivity - shows an upward movement
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Dimensions Of Service Quality
O Empathy- good customer relationship and serve
healthy and hygienic food
O Reliability- keep up their promises and serve
accordingly
O Assurance - assure to serve the best quality food
O Responsiveness - mix of reliability and assurance
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Service Quality
O Serve fresh, quality and hygienic food
O Partners themselves supervise the cooking activities
O Purchase first grade grocery from a wholesale
supplier
O
Purchase of vegetables from a known vendor atwhole sale price.
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SWOT Analysis
O Strength - Enjoy low start-up costs due to the small
scale operation.
O Weakness - equipment needed and difficult to gain
brand awareness.
O Opportunity There is always demand for this
industry during festival seasons.
O Threat Price fluctuation and increase in
competitors
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Customer Service At Venkateshwara
Catering UnitO Service level
O Service availability
O Level of standards
O Service reliability
O Service flexibility
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Customer Relationship at
Venkateshwara Catering unit
O Identifying individual customer requirements and
expectations.
O Identifying the taste and preference of the customer
O Identifying the Physical and psychological
characteristics of the customer
O Identifying the customer consumption pattern
O Receiving the feedback from the customers
O Providing a fast mechanism
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Approaches For Managing Customer
ExpectationsO Offer Choices
O Communicate Criteria for Service Effectiveness
O Hiring the Right People
O Develop people to deliver service quality
O Provide needed support systems
O Retain the Best People
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Ways To Expand The Current
Business
O Special Event Catering for Weddings,
anniversaries, receptions and large-scale parties
O Business Catering - for business meetings,
lunches, training sessions, conferences and
corporate parties
O Mobile Catering - moves from place to place in a
van or truck designed to carry food and equipment.
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Problems Faced By Venkateshwara
Catering Unit
O Shortage of food - At initial stages they were not
able to predict the quantity of consumption
O Shortage of labor - huge demand for cooks
O Kitchen error - Sometimes the food is over cooked
or at times half cooked
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Solutions for the problems
facedO Shortage of food with the help of the nearby
hotels they solved this problem
O Shortage of labor
Arranging alternate cook inabsence of their cook, but this will indirectly reduce
their profit
O Kitchen error - This can be overcome by efficient
supervision
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To Be Successful In This Industry
You Need To Have
O Sound product knowledge
O Well developed interpersonal skills
O A range of technical skills
O The ability to work as part of a team
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Conclusion
O Tremendous opportunity in the future to expand their
business.
O
Trained and empowered employees to deliver aproper service
O The relationship between the host and the guest
must be very pure and clearO Duty is to satisfy the needs of the customer and
provide them with the facilities.
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O 2,3 - Santhosh
O 4,5 - Aishu
O 6,7
PreeteshO 8,9 Sam
O 10,11 Balaji
O 12,13,14Yamini
O 15,16,17 - Karthi
O 18,19 - Mani