ssd smg l1 intro
TRANSCRIPT
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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