Services Marketing Mix

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Traditional Marketing Mix

All elements within the control of the firm

that communicate the firms capabilities
and image to customers or that influence
customer satisfaction with the firms
product and services:
Product
Price
Place
Promotion
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Expanded Mix for Services 7 Ps
Product, Price, Place, Promotion
People
All human actors who play a part in service delivery and
thus influence the buyers perceptions: namely, the firms
personnel, the customer, and other customers in the
service environment.
Physical Evidence
The environment in which the service is delivered and
where the firm and customer interact, and any tangible
components that facilitate performance or communication
of the service.
Process
The actual procedures, mechanisms, and flow of activities
by which the service is deliveredthe service delivery and
operating systems.
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Expanded Marketing Mix for
Services

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Ways to Use the 7 Ps
Overall Strategic Specific Service
Assessment
How effective is a firms
services marketing mix?
Is the mix well-aligned
with overall vision and
strategy?
What are the strengths
and weaknesses in terms
of the 7 Ps?
Implementation
Who is the customer?
What is the service?
How effectively does the
services marketing mix for
a service communicate its
benefits and quality?
What changes/
improvements are needed?
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Creating the Services Product
Typically consists of a core product
bundled with a variety of supplementary
service elements
Core product = Basic benefit =
Transportation need, solving health
problem etc.
Supplementary services enhance the core
product

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Core Product

What is the buyer really purchasing ?

What business we are in ?

Adding supplementary products enhances

the value of the core product thus
enabling the service provider to charge a
higher price.

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Planning speedy food service
Distinguish patrons in a hurry/ those who are not
Design specials that are quick
Guide hurried customers to the above specials
Place quickest, high-margin menu items either first or
last
Offer dishes that can be prepared ahead of time.
Warn customers when they order items that take time.
Consider short-line buffets, more sandwiches
Use equipment built for speed, combination ovens
Eliminate steps that requires cooks to stop cooking
Offer filling dishes as a meal.

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Creating Branded Services

Taj Hotels
Taj Vivanta
Gateway
Ginger

The Brand has a meaning for its

customers

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Hierarchy of new service categories

Service innovation becomes core over a period

of time
Process innovations consists of using new
processes to deliver existing core products in
new ways with new benefits.
Product line extensions
Process line extensions
Supplementary-service innovations
Service improvements
Style changes

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 Service Process Reengineering
Using Research to design new services.

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Thank You

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