SERVICE MARKETING

ASSIGNMENT

Submitted By:-
Submitted To:- Shubhankar Jain
Prof. Parag Deshmukh Marketing - B
42287
 TARGET AUDIENCE – “The Neo Rich”
SHORT BIO: An industrialist working as a Director in one of the top firm in India. Born
and raised in Delhi, a Business enthusiast and a foodie coming from a family of politicians.
Previously worked in software development industry.

PERSONALITY GOALS
An extroverted individual who loves • Become CEO in a leading FMCG
to meet new people from diverse • Travel 50 countries by 40 to understand
backgrounds to learn from their diverse cultures
experiences. The constant zeal to • Take his firm to the top level in the
Sunanda Sharma learn and improve is the fuel for his sector
Age - 34 travelling expeditions.

“Life is too long to take it

seriously”
Filthy Rich
PERSONALITY
ASSOCIATION
Smart Adventurous
Active Outgoing
Service Concept
Organisation: ZAPP Mobiles, Delhi, India
Organising Idea: A premium Quality experience at Service outlet of ZAPP mobiles
Service Concept (Summary):
A Delhi based smartphone manufacturing company wants to create an exclusive service outlet for High net
worth individuals with the aim to sell their new range of premium smartphones while engaging with this
segment in a lavish format.
Service Experience: Service Outcome:
Freedom from long queues, Quick and fast delivery Making the sale happen, Creating awareness of the
of service, Snacks offered to the visitors, range of AI, brand, Brand exposure, Brand Association, Premium
AR and VR based mobile phone experience, Gaming Categorisation, individual attention, personalisation,
zone for all ages inside the campus engaging the audience in activities and information
search
Service Operation: Service Value:
Designated parking lot, Glossy signage, token based All prices inclusive, Free parking, Snack expenses but
system, product on display, VR Tech installed, range should be worth the deal, Value for money product,
of mobile phones, Full air conditioned, No terms and Smooth experience, joyful greeting, punching brand
conditions image in the minds of customers
 SERVICE
BLUEPRINT

Physical Service
Token
Service Pamphlets of SMS Payment
Evidence Outlets counters various Notification Receipt
plans
Notice Token Specific Mobile Phone Customer
Customer Visit Generate
F related Submission of Take
Outlet Token
Number on salesperson
Information personal
Verifies
Payment F Phone
Action Display allotted OTP
details
Line of Interaction
Onstage/ Customer
Visible approaches
Assistance in Assistance
Token
F the counter Suggest a Details added to
in
Provide
Employee specific to computer the
Generation display Mobile Payment
Action Line of Visibility Phone
phone
Backstage /
Invisible Verification of Pack
Employee Details the
Phone
Action Line of Internal IT Interaction

Support System
Token Customer Registration Payment Customer
Generates
Processes Machine System Counter
OTP
Database Database

F Fail Point
 SERVICE
BLUEPRINT

Physical Website / Salesperson Website /

Evidence Application Interaction Application

Customer Visit Create

F Enter Book Asking Queries Selection of Payment Customer Take
F Phone
Action App/Website Profile Requirements Appointment & Choosing & Delivery Mode Authentication
Line of Interaction
Onstage/
Assistance
Visible F Provide Required in Provide
Employee Information Payment the
Action Line of Visibility Phone

Backstage /
Invisible Verifies Confirms
Pack
the Home-Delivery if
Employee Inventory Appointment ordered
Phone
Action Line of Internal Interaction

Support Customer Inventory Scheduling Billing System Customer

Processes Management Software Inventory Management
Database Database

F Fail Point
 Marketing Mix
Product Price
The service product is an Here in this case we will
offering of commercial cost the product on the basis
intent having features of both of perceived value.
intangible and tangible,
seeking to satisfy the new
wants and demands of the 1. Demand fluctuations
consumer. should be successfully
handled
2. Service pricing should
Factors to consider in terms
of service:- be such as to provide
• Design Technology value addition and
• Perceived utility quality indication
3. The pricing strategy
• Perceived convenience
• Perceived quality should cope up with the
• Packaging degree of competition.
• Accessories 4. Pricing depends upon
• Warranties • Competition
• Quality Level • Service quality
• Accessories • Infrastructure
• Packaging • Brand Name
• Product line • Features of the product
• Ownership whether
• Brand name
public or private
Place Promotion
The product should be Media are all key
available from where your communication tools for an
target consumer finds it organization. These tools
easiest to shop. This may should be used to put
be High Street, Mail across the organization’s
Order or the more current message to the correct
option via e-commerce or audiences in the manner
an online shop they would most like to
hear, whether it be
Various Channels for informative or appealing to
selling can include: their emotions. As the
product is for niche
• B2B segment ATL is not the
right choice
• Service Outlets
Promoting through the
• Retailers
different advertisement
• D2C website media:
• Malls • Advertising in malls
• Hoardings near office
spaces and SEZ’s
• Video advertisement in
Youtube website such
as advertise

People
As it is a new mobile phone company, it
would be reliant on the people who run
them from front line Sales staff to the
Managing Director. Having the right
people is essential because they are as
much a part of your business offering as
the products/services you are offering.
There can be a mix of customer handling
staff and support staff. Customer handling
staff assists the customers in the frontline.
They help to add new customers and
retain existing customers
Focusing on the staff and employee’s
interpersonal skills and customer service
towards customer’s satisfaction such as
problem solving, stress handling,
customer complaints and many more
Excellence training for all the new staff
and employee such as stress handling,
personal development, schemes, strategies
and many more.
Service Mix
Physical evidence
Signage: each and every bank has its logo
by which a person can identify the
company. Thus such signages are
significant for creating visualization and
corporate identity
Punch lines: punch lines or the corporate
statement depict the philosophy and
attitude of the bank. Banks have
influential punch lines to attract the
customers.
Costly lighting, friendly staff, and cool
environment in order to make the
customers feel comfortable towards the
environment.
• Bill Receipt
• Infrastructure
• Billing machine
• Ample parking facilities.
• Spacious waiting area
• Dress Code & Name Blaze
• Business cards
• Logos and brochures
Process
The delivery of your service is usually
done with the customer present so how
the service is delivered is once again
part of what the consumer is paying for.
Process should be:
• Easy, simple and Fast
• Hassle Free
• Understandable
• Technology based
• Legendary Service
• Sequence service reducing
queue.
• Contact less payment
• An efficient process of reclaim
warranty of mobile phones
• Furthermore, a convenient
service such as a process of
delivering product to the
customer
• Mobile number registration
• E-receipt delivery to email and
whatsapp
• CRM system implementation
 Types of Service Customer Satisfaction
Encounters
Companies use the following methods to measure customer
satisfaction.

1) Complaints and suggestion system: company obtaining

Remote Phone Face-to-Face complaints through their customer service centers, and
Encounters Encounters Encounters suggestions given by the customers

2) Customer satisfaction surveys: Periodic surveys to obtain a

It is a critical point of contact by which a customer will judge the quality
of sales outlet. There are various points of contact for a customer with the
company. They are:
Customer care: When the customer faces some difficulties in terms of
service provided or need some help they call to customer care. The
response given by the company has a lot of impact.
Retail outlets: The type and quality of customer service the retailers
provide makes a sort of perception in the mind of customers.
Service calls: The experience of delivery and interest in products can
sometimes be considered as a moment of truth
direct measure of customer satisfaction. Sending
questionnaires to random sample of customers to find out
how they feel about various aspects of the company’s
performance and also solicit views on their competitor’s
performance. It is useful to measure the customer’s
willingness to recommend the company and brand to other
persons.
3) Sentiment Analysis: Companies should contact customers
who have stopped buying or who have switched to another
supplier to learn why this happened.
 Measuring service quality
Tangibles Reliability Responsiveness Assurance Empathy

• Modern looking, • Understandable, • Polite &Courteous, • Inspire trust and • Caring

visually appealing knowledgeable, always willing to confidence through • Individualized
• Easy to use accurate and help etc. knowledge Attention
technology dependable, • Ready to help • Have guest’s best • Personalized
• Interiors and • Service in a • Ready to provide interest at heart. It Grievance redressal
exteriors should promised manner customers with includes the
be lavish of time. answers and knowledge and
• Favourable • Previously maintain timeless courtesy of
location arranged service in answering the employees and their
• Well groomed from the first queries ability to convey
employees meeting and trust and confidence
onwards service
without mistakes
• Well trained
employees to tackle
problems without
causing harm to
customers
 Service-Scape Model
“The environment in which the service is assembled and in which the seller and customer interact, combined
with tangible commodities that facilitate performance or communication of the service”- Service scape

Aspects of Servicescape influencing

the service delivery process
From customer Point of view:-
• Exterior and Interior Design – Signage, Technology Displays, Hoardings, Premium
• Ambience – Music and Aroma
• Mobile Phones(quality, quantity & variety ) – Portfolio information Desk

From company’s Point of view:-

• Logo, Colors, Images
• Staff’s Uniform
• Staff wearing a blazer, so that guests feel much more comfortable talking to employee by his/her name.
 Service Evaluation Attributes

 Search Attributes:
Physical goods can be evaluated before purchase. E.g. Style, Color, Texture etc.

 Experience Attributes:
To evaluate some services, customers must experience them.

 Credence Attributes:
Product characteristics extremely difficult for customers to evaluate even after
purchase and consumption.

Example: Experience Attributes

 Product prices
Service Flower Product catalog
Receipts
Cash Online Orders
Credit/Debit Retail Orders
card

Customized
Advice
Invoices for
individual
transaction

Free wifi
Comfortable
seats
Additional
Discounts

Sheltered area
THANK YOU