SERVICE MARKETING

ASSIGNMENT
On
“Books on Wheels”

! "
BOOKS ON WHEELS
SERVICE PRODUCTION AND DELIVERY PROCESS

The consumers today have increased expectations from the marketer because of
which there is an added responsibility on the marketers to fulfill the varied
demands of different customers. This factor has lealead
d to the concept of home
delivery so as to enable customers to avail services at their doorstep. Various
sectors have used this concept to satisfy their customers.

Reading in the age of internet could pose a challenge to some, but for those with
a passion for the written words, all neatly printed and packaged as a book that
one can touch, feel and store on his shelf, reading remains one of the abiding
hobbies of mankind.
But what if you have no time to visit a library and the latter turns up at your
doorstep?

For such customers a service called ““Books on wheels” can

an be introduced
wherein books will be made available at the doorstep.

Operating process:
1) Understanding the market and consumers

For a concept like this to evolve in Mangalore the marketers should conduct a
research and recognize the customer’s needs. In this research the marketer
should give attention to customer preferences like books of their choice and
interest in the language they prefer. For instance the choice of books preferred
by the housewives is differe
different from that of their children. Since the marketer
here at Mangalore
angalore is catering to a varied customer base he must ensure that he
targets each segment appropriately.
2) Developing
eveloping a vision and strategy

The vision would be that the “books on wheels” will ensure that its collections
remain forward-looking,
looking, diverse in breadth and form, and of renowned quality.

The strategies to attain the vision are:

1) To ensure effective storage of books and delivery systems.

2) Conducting exhibitions for marketing purposes

3) Good service and just in time delivery

4) Availability of books based on customer requirements

5) Online booking facility

6) Scheduled visit to different places regularly

7) Following ‘just in time’

8) Tie-ups
ups with popular book publishers for smoot
smoothh flow of demand and

supply

9) Well trained marketing team

10) Offering membership facilities with the thought of retaining

customers
3) Design products and services

For this it is necessary to build a network with various bookstalls in and around
Mangalore ,to get latest books of latest editions.

The most important aspect to provide this service is to have competent workforce
.

4) Marketing and selling

In order to create awareness, advertisements can be given on billboards and

hoardings. Pamphlets could be dist
distributed in colleges to make students aware of
this service.

Highlighting much on online ordering concept of book ordering to attract people

who never visited books shop in their lifetime.

Initially quality service what we provide to customer will definitely help in

retaining customers, based on which we can develop our marketing strategy

5)Produce andd deliver products and services

Since this is a relatively

tively new concept proper communication with all the
channels of supply and timely delivery of services
vices in affordable prices is
essential.

Having sufficient number of vehicles(Bus ,van etc.) considering the market

share and the demand factors.

6)invoice and service for customers

It involves billing, ordering and maintaining the database of the customers.

customer
Feedbacks regarding delivery of services should be taken from the customers on
a regular basis.
Management process:
It involves various managerial aspects of service marketing they are;

1) Develop and manage human resource

Human resource is very essential for successful delivery of this service.

This thus requires adequate training of human resource so as to make
them competent enough to deal with customers.

2) Manage
anage information resources and technology

A systematic database of the customers has to be maintained. Keep track

of the competitor’s strategies of delivering similar services. Maintain a
website where online ordering of books could be made.

3) Manage financial and physical resources

Since customers require books maintained in good condition a proper

inventory management system is important. Capital management also
becomes a major issue.

4) Manage environmental health and safety issues

Efforts should be made to recycle paper so as to enable further usage.

5) Manage external resources

These
se include the factors like suppliers, government and customers. This
service should be provided following all the legal procedures.

6) Manage improvement and change

 Based on customer feedback continuous improvement should be made.
“books on wheels” should be updated about the new books in the market
and latest
est edition should be provided. “books on wheels” should be upbeat
with the competitors strategy and manage the change.

GPS-fitted
Every mobile has been fitted with a global positioning system and a satellite-
satellite
linked point-of-sale
sale software that will help tokeep
keep track of the position of the
mobile bookstores while keeping a tab on sales made from any of the bookstores.
He also has a call
ll centre where book lovers can dial a toll
toll-free
free number for free
doorstep delivery.

SPECIAL SERVICE (Targeting Elder)

If you are housebound because of illness or disability we can arrange for books
and audio material to be brought to you on a regular basis by a volunteer.

We have a good selection of books in large print as well as standard print. We

stock a large range of talking tapes and CDs which can be played on a standard
machine.

There is no charge for this service and we also offer a free request service.
s

Alternatively, friends, neighbours or relatives who visit the library can be

registered to borrow books for you.
THANK YOU