Questions: Do STP for two services Do multiple-segmentation for two services Examples for undifferentiated vs differentiated services Finding

new unserved segments for two services Classification of services: 2 -4 companies/services Positioning of two services Empowerment matrix for two services Molecular model for two services

Questions based on characteristics of services: Tangible and intangible characters of two services Is it possible to store the services Is it possible to deliver services in homogeneous manner or not? Can we separate services from customers?

STP for two services: 1.Hotel & Restaurants: Paradise Restaurant, Hyderabad Segmentation: Demographics: Students & Family Income: Medium income and higher income Behavioral: Occasions & Celebrations psychographic:- biryani and mughlai food seekers Targeting: Mainly people travelling from outside hyderabad who want to taste hyderabadi biryani Positioning: Positioned as an elite hotel for biryani 2.Educational institutions: Hyderabad Public School Segmentation:Demographics: Income :- high income group psychographic:- perception of high class education and nice environment with multicultural students Targeting: It is targeted at parents who want their children to grow in the elite class with the people belonging to high society Positioning: It positioned as a premium and a world class school for primary and secondary education

Examples for undifferentiated vs differentiated services:

Undifferentiated marketing Cyber Cafe Tourism Same pricing for all customers Same campaign for promoting a city for tourism

Differentiated marketing Discounted pricing for students Different campaigns for youth, children and elders

Finding new unserved segments for two services:

Present Segment/s Barista High income earners in Tier 1 cities

New Segment/s It can expand its service to tier 2 cities as there are high income earning people in tier 2 cities as well and Cafe Coffee Day which is one of the competitor of Barista is successful in expanding its services to tier 2 cities It can offer retail services to customers of medium income earning people

Shoppers Stop

High income earners in tier 1 & tier 2 cities

Multiple segmentation: 1. Siesta Hospitality Services Ltd: Geographic Demographic Psychological Behavioral

Siesta Corporate Managed Residences

Tier 1 and Tier 2 Services

High and medium income group

Working class

Benefits seeking: comfort, professional and customized services Benefits seeking: comfort, professional and customized services

Siesta Confluence (Conference and Meetings Services)

Tier 1 cities

High and medium income group

Working class

2. Landmark Group (Retail) Geographic Lifestyle Tier 1 cities Demographic 1.High income group 2.Youth 3.Working professionals 4.Family 1.Medium and low income group 2.Family 3.Youth Psychological 1.Innovators 2.Achievers 3.Experiencers Behavioral 1.Benefit seeking: High quality/status and innovative products

Max

Tier 1 and Tier 2 cities

2.Strivers

1.Benefit seeking: Low cost and stylish products

Positioning of two services: 1. Global Technologies: It is a Hyderabad based company which provides repair services for electronic and electrical products. It was positioned as a service company which provides high quality repair service at moderate service charges. 2. JustDial JustDial is an Indian company providing local search services over the Phone, Web, Mobile and SMS. It positioned itself as a very quick search service providing company.

Classification of services: 2 -4 companies/services Example 1: Talwalkar Gym:

Processing It is people processing because the trainer makes you work out and the person is undergoing the process himself It can also be considered as mental stimulus processing because he is directing and educating your mind to work out in order to get a good physique Level of tangibility The level of tangibility is moderate because the gym equipments are tangible but the guidance and instructions given by the trainer is intangible Customer-Employee presence Interpersonal service because both the trainer and the trainee participate equally. Customization- Empowerment Matrix Example 2: Naturals (salon/spa) Processing: People and information (instructions) processing Level of tangibility: High intangible Customer-Employee Presence: Interpersonal service

Molecular model for 2 services: 1.MBA from SIBM

2.Apollo Hospitals

Questions based on characteristics of services: Tangible and intangible characteristics of two services?

Coffee service: Tangible: Quality of the coffee and ambience of the caf Intangible: service of staff Air-travel service: Tangible: The type of the plane Intangible: Services of the staff Is it possible to store the services? Yes, it is possible for some services. Eg1: Coaching classes You can make this service storable by recording the classes in a CD. Is it possible to deliver services in a homogeneous manner? It is very difficult to deliver the services in a homogeneous manner as services involve human interaction. However, hotels, restaurants, air-travel companies are standardizing their service procedure to increase the efficiency of their services. Eg: McDonalds, FedEx, Information services and computer/information security services companies. It is possible for information/security services and other similar companies to provide homogeneous service to some extent as it involves less interaction of humans and because of standardized services. Can we separate services from customers? Yes, it is possible in services like courier services and real estate services.