Services
Strategy
- RALSTON
Why Service Strategy is Important??
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Differentiation
Segmentation
Targeting
Positioning
Better Customer Service
Build Loyal Customers
Cross Selling of the Products
Attack Competition
ZMOT
Differentiating the Service Offer
Differentiate the offer through its Special Constituents
Differentiate on the basis of People.
Differentiate through Physical Evidence
Differentiate through Process.
Differentiating the Service Offer
Differentiate on the basis of Experience
Differentiate on the basis of Positioning.
Differentiating through Special
Constituents
Differentiating on the basis of People
Differentiating on the basis of Physical
Evidence
Axis Bank
Differentiating on the basis of Process
Differentiating the Service through the
Experience
Differentiating the service through
Positioning
• Image can be another base for
differentiation
in
service
marketing.
• Just as product marketers,
service marketers too can
differentiate their offers through
building an image with the help
of careful branding.
ZERO MOMENT OF TRUTH
The Service Strategy
Concept
CORE
SERVICES
SUPPLEMENTARY
SERVICES
AUGMENTED
SERVICES
Application
IDEATION
FORMULATION
EXECUTION
Future of
Services
- RASLTON
Future of Services
• Sustainability through Green Services e.g. ITC Gardenia
• Services will get customised e.g Subway
• Human touch will be replaced by touch technology eg. Banking
• Many services will shift to e – commerce platform e.g.
futurebazaar.com, Wal-Mart online,
• Services will be integrated e.g. makemytrip.com
Future of Services
• New product offerings will go the online route for easy access to
customers e.g. Localbania.com
• Services will turn Glocal e.g. Apples included in McDonald's Menu
• Services will be the competitive edge to beat competition e.g.
Maruti Suzuki Sai Service
• Manufacturing companies will aggressively venture into service
business to increase profitability eg. Lakme Beauty Salons, Jyothi
Laboritories.
Rs. 10 for Coffee at Café
Madras
Rs. 70 for Coffee at
Café Coffee Day
Services Will Dominate Marketing
You pay Rs. 10 for Cappuccino………
&
Rs. 60 for A LOT CAN HAPPEN OVER
COFFEE