Presentation on MEGA MARKETING IN SERVICES Presented by: Shahezad Ahemed and SACHIN EDKE

Services Marketing Mix Service characteristics add too many challenges in the market place over goods marketing. The traditional marketing mix that was developed, keeping in view the goals of marketing,may also be adopted to services marketing. But the service organizations cannot satisfy themselves with the use of these traditional marketing mix as they are to stay at sub optimal performance in marketing. Merely

Adopting marketing labels can not resolve problems associated with marketing of services. The four p’s of traditional marketing mix {product, price, place &promotion } are controllable variables. But modern researchers have well identified the limitations and insufficiencies of the traditional marketing mix if applied to services also. The marketing mix for service organizations are product physical

evidence price, place, people, promotion and process.

Product Services is an intangible product. It consists of a bundle of features and benefits that have relevance to a specific target market. As such there is high level of flexibility and opportunity to be innovative in designing a product offer.

Physical evidence Most services can not be offered without the support of tangibles. Though customers support of tangibles. Though customers can not see the service, they can definitely see the tangible associated, examine them and try to form an opinion on service and try to form an opinion on service provider.

price The pricing decision is a critical one in services too, as this component of marketing mix alone determines the revenue of the mix alone determines the revenue of the firms. Consumers sensitivity to price would be higher in services than in goods. be higher in services than in goods.

place Services are intangible as well as inseparable. These two characteristics do not allow in service firm to follow the same channel option available for goods marketing due to the intangible character of service, traditional wholesaler and retailers can not be used. As services can not be stored and can not be separated from producer,

People Service organizations are people oriented and people base organizations. and people base organizations. Employees of service firm constitute the major competency in undertaking business operations every employee of the service organization is marketing person who undertakes either fulltime or part-time marketing activity.

promotion Consumers are co-producers in service business the quality of services will not only depend upon the performance of the service provider but also on the performance of the provider but also on the performance of the service customer. service customer.

process Process is a functional activity that assures service availability and quality. The way service availability and quality. The way physical setting is designed technically and how the functions are scheduled and routed to provide promised services to the customers speaks of the efficiency of Process.

Sales promotion strategy of BSNL It is nothing but increasing the sale by different activities and techniques. Various techniques and tools can do the sales promotion. BSNL LTD.also use some of techniques, which helped the company to increase the sale of product/ services of company with the sales promotion the BSNL had improved the sales up to 40 %. Sales promotion:

Product / services offer by BSNL Basic telephone services: Dataone {broadband} Sancharnet {internet} Intelligent network: Celleular mobile services:

The sales promotion techniques of BSNL Advertising : On television: On radio: Posters and pamphlets: Hoardings : Exhibition :

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