SERVICE MARKETING

TOPIC: HEALTHCARE

Presented by
S.Nithya
 HEALTHCARE

Healthcare till a few years ago had been considered mainly a government
sponsored social welfare activity, where the sole effort was directed
towards setting of government civil hospitals in the major towns, village
dispensaries, and family welfare centers in the rural parts of India. The
availability of private enterprises in the hospital business were few and far
between and even those were run mainly for charity. Indian businessmen
like
the Tata’s and Birla’s, who were philanthropists, had donated very big
hospitals to the care of the poor and needy. They were also charging very
nominal fee etc.From those who could afford it .With the explosion in
population and the movement of more and more people from the rural
India
to the urban, the government machinery providing government and civil
hospitals started crumbling.
CONTD……..

The hospital and healthcare services became the

commercial valuable services and the companies like
TATA, APOLLO HOSPITALS, AND MANY Others
entered the field.The privatization had virtually spread
everywhere even in all small towns and cities. The
government of India has brought these services under
the purview of the consumer protection Act, 1986,to
protect the interests of the Indian customers.
Segmentation of hospital and healthcare market
We have mentioned above about the two broad
segments of the hospital and healthcare services-the
private and the government provided services. The
services can in the private segment be subdivided
into the organized and unorganized sector. The
organized sector operates like a company and a
corporate house managing the delivery of health and
hospital care services keeping the professional
approach as its base. The private individuals
nevertheless do a great service by spreading their
services on a massive scale, like no corporate or
government could do.
CONTD…..
Based on the kind of professional services, the hospitals
and healthcare can be segmentised into the following
categories:
1.Postgraduate medical colleges and research centres.
2.Medical colleges and hospitals attached
3.Speciality hospitals
4.Multi-speciality hospitals
5.General hospitals
CONTD…..
6.Government hospitals
7.Private hospitals
8.Charitable hospitals
9.Nurshing and maternity homes
10.Pathological and diagnostic labs
11.Paramedical colleges and research centres
12.Nurshing colleges and research centres
13.Psychiatry treatment treatment and counseling
centres
14.Health and spa centres
The list is endless and can be extended to include many
other kinds of health, physical and mental well being
fitness related service centres, shops and facilities.
Profile of medical and healthcare consumer behaviour
Every living being is a customer for medical and healthcare.
A human being in his lifetime keeps fighting for either the
prevention of a disease or he may remain under medical
supervision sometime in his life to cure himself of a disease.
He may require healthcare for a family member.
That,however,is only a general profile of the customers for
medical treatment for himself that earlier was only found
abroad and could be affordable only by the rich and the
upper segment of the indian society. Today the same treatment is
available to everyone within the country. Today only the super rich
go abroad for treatment. On the contrary people from abroad come
to india, for their specialized treatments because india offers the
best facilities at the most competitive rates. The upper class and
the upper middle class prefer getting themselves treated at the
corporate hospitals like,Apollo hospitals,Escorts and the
Wockhard,Manipal and many such others.
Contd…
The middle class prefers going to the next door private
hospital that also has been corporatized on a smaller scale. The
next door doctor,pathology and diagnostic laboratory, and the
health clinic are the most preferred source for this category of
customers. But the common people today also visit the
government hospitals, dispensaries, and the laboratories
attached to them. All rural customers who have great faith in
every governmental facility suffer the most as the availability
of government doctors, medicines, pathological facilities today
are not able to meet the demands of the hospital and healthcare
services.A corporate believes that he has made investments and
he must get the returns on the investments to satisfy his share
holders.However,it is time that everyone realizes that there is
more money to make at the bottom of the pyramid.
MARKETING STRATEGY

 The health policy of the government has been to

private the hospital and healthcare services to a large
extent. The provision of health and welfare has
moved out of the precincts of the ministry of health
into the private hands making it a profession and a b
In this age of knowledge when the customer has
access to the internet, even the hospital and
healthcare services need to promote themselves to
generate a positive perception in the minds of the
customer. This can be done by the word of mouth,
popularizing research findings, advertisements in
medical journals, and other newspapers.
MARKETING MIX

 The marketing mix for any hospital and

healthcare services has to be totally oriented
towards the maintenance of the best of health
and well-being by all customers. That defines
that the services product has to be one that
helps prevent or cure and rebuild good
health. At the same time the trust.faith,and
the perception needs to be retained and
further augmented in all the other marketing
mix elements attached to the product and
services. This will come by strategizing the
marketing mix in the following fashion:
Product

 The services product of the hospital and healthcare

service should obviously be the correct diagnosis of the
disease, methods or operation, the line of treatments, the
final cure of the disease, and the post-operative cure
treatment. The product will also include the professional
and medical credentials of the doctors and the support
staff apart from the patients care and counseling. The
tangibility within the intangibility will be created by the
cleanliness in the services, promptness in attending to the
patients, and the treatment meted out to the people
accompanying the patient.
PRICE
 It is very difficult to give a common strategy to the pricing
of the hospital and healthcare services.The pricing of the
services will form the cost of doctors attending and treating
the patient to the actual cost incurred on running the
establishment,be it the hospital or a pathological
laboratory.But in hospital and healthcare services,the
hospitals and facilities use a complete differential pricing
policy for many products. The pricing of the hospital and
healthcare services will depend upon the income level of the
customer, length of the treatment, kinds of operations,
kinds of pathological and diagnostic tests, the facilities
provided by the hospital, the brand perception of the
hospital corporate and the pricing policy of the service
provider.
Place:

• The hospital and healthcare services can ideally be delivered

at the place of the services provider or the delivery point
that has to be inspected, approved to be up to the original
standards of the principle service provider. For example,
often sample collection centers are spread all over the
country by the major laboratories situated elsewhere and
the franchisees collect and forward the samples to other
places. In such cases, care needs to be taken that the
standards and the medical, clinical, diagnostic facilities
offered to the customer are the same as that of the original
service provider under whose brand umbrella the franchisee
unit is functioning.
PEOPLE:
 The hospital and healthcare industry is completed
people intensive and people extensive. The services
are rendered by the involvement of at every stage
of dealing with patients and his relatives. These
dealings done by people for outdoor services, indoor
services, pre-operative counseling and analysis or
dealing with the patient and his relatives at the
time of operation. The dealing with the public also
involves the administrative functioning of people
within the labs, on the hospital receptions, in the
hospital wards and lifts, corridors and offices. The
services providers must organize and institute the
internal marketing of these services to meet the
expectations of the customers.
Promotion

 The word of mouth is the biggest promotion any

hospital and healthcare service provider aspires for, as
compared to any kind of advertising efforts. The earlier
patient referrals from the trade definitely do wonders for a
quick popularity of the hospital. However, it takes many
objects and years of hardwork to build a positive reputation
for any institute. The institutes and the service providers,
otherwise, adopt such modes as the internet, websites, print
media, trade journals, association, and joint advertising
with the trade partners is a common practice. The corporate
hospitals and healthcare service providers have also taken
to build longterm customer relationships in a big way.
Process
 The process of health and hospital care services can be
categorized into two, the indoor facilities and the outdoor
facilities. The outdoor facilities are facilities for a short
term where the patients come in contact with very few
front line employees only. The indoor, however, needs to
streamline the services from the moment the patient
reports at the door and is shifted to the necessary indoor
patient treatment ward. The process will also include pre
admission and post admission billing, counseling, and
the post operative treatments that need to be handled in
an efficient process of seamless efficiency.
Physical evidence

The healthcare and the treatment is quite intangible till a

person actually recovers from the disease and there too the
evidence may remain attributed only to the doctor’s advice
and the medicine prescribed by the doctor. The hospital and
the healthcare service providers provide the physical
evidence to the patients and their relatives, in the bodily
presence of hospital ambience, maintaining the right kind of
temperature and atmosphere both in the front offices of the
facilities and also the hospital operation rooms and wards.
The behaviour of the people and the treatment of the
doctors, nurses, ward boys and the housekeeping staff is of
prime importance in providing a façade of physical evidence.
Global challenges to hospital and health
 The demand for healthcare services in india
has grown from USD 4.8billion in 1991 to USD
22.8billion in 2001-02, indicating a compounded
annual growth rate of 16 percent. The healthcare
industry accounted for 5.2 percent of India’s GDP
in 2002, and this figure could reach USD 47billion
or 6.2-7.5 percent of GDP by 2012. On the one
hand, the Indian middle class, with its increasing
purchasing power, is more willing than ever to pay
more for quality healthcare. On the other hand,
the supply of healthcare services has grown
steadily, as the private sector is becoming more
involved in owning and running of the hospital.
CONTD…..
 The hospital market in India was valued at 45billion in
2009 and is estimated to grow by 27%. The market
accounts for a substantial share of the total healthcare
industry and is dominated by the private sector. The growth
in consumers spending on healthcare coupled with the
increase in lifestyle diseases is expected to attract major
investors. An analysis of the factors contributing to the
growth of the hospital and healthcare market reveals that
the Indian health and hospital market in its current position
is based on poor public healthcare infrastructure.
THANK YOU
 SERVICE
MARKETING
Seminar on
Logistics
By
Hemalatha.G
LOGISTICS
 The term logistics comes from the Greek
logos (λόγος), meaning "speech, reason,
ratio, rationality, language, phrase“. The
word logistics has its origin in the French
verb loger to lodge or to quarter. Its original
use was to describe the science of
movement, supplying & maintenance of
military forces in the field. Later on it was
used to describe the management of
materials flow through an organization, from
raw materials through to finished goods.
SCOPE
• Unlike the old approach to logistics which
was restricted to the army, today, it has
gained recognition in business organizations
as one of the important business functions
and a tool for developing competitiveness.
• It is of critical importance to the
organisation, how it delivers products and
services to the customers, whether the
product is tangible or intangible.
CONTD…
 Tangible product speak about the intangible
services associated with the product and the
organisation which is delivering it.
 In case of intangible products, the delivery
of tangibles at the right place, at the right
time will speak about its quality.
 The scope of logistics ranges from the
management of material procurement and
manufacturing to the delivery of finished
products to the customer.
 BENEFITS
• Customer services:
1.personalised services-We view ourselves as an
extension of your organisation. A personal
interest is taken in each and every shipment.
2.Scheduled pick up and delivery service-at no
extra cost
3.Dedicted carrier, equipment and drivers who
care.
• Expertise
Our expertise enables the customer to obtain
superior project management and industry
experience to provide the most suitable solution.
CONTD…
 Material movement
Moving material involves the use of
specialized equipment and skilled personnel
who can operate it.
 Professional packing
The packing must ensure that the cargo
remains the final destination. For this, we take
into account various aspects, such as the type of
cargo, mode of transportation and the amount of
time in transit etc. All the precautions are taken
to ensure the cargo reaches its destination
undamaged.
FUTURE OF LOGISTICS
 Looking ahead to a new millennium, business
logistics and supply chain managers will be faced
with an accelerating demand to deliver better
products faster and cheaper on a global basis.
 Globalization of business will be enhanced by
regional trade agreements and the reduction of
trade barriers as well as through international
electronic networks such as the internet.
 Such globalization will result in new customer
demographics as densely populated nations such
as china and india become part of the global
market place.
CONTD…
 New technologies will play an increasingly
important role in business logistics, if they
aren’t already. New software tools will
provide managers with better ways to
analyze the performance of logistics
networks.
 Outsourcing of logistics will likely increase as
the growth of third-party logistics firms
continues.
CONTD…
 For those companies that handle their own
logistics, the challenge for managers will be
to communicate to their company’s senior
management the advantages that logistics
can provide.
Thank u….
SERVICE MARKETING
Seminar
On
Education Services Marketing

Delivered
By

Kamalasekaran.S
Santhoshkumar.V
EDUCATION SERVICES MARKETING
Introduction:
It is a process of one-to-one and one-to-many
by a teacher to students preferably in the most
unorganized way.
As early as sixty or seventy years back, the
teacher used to provide boarding and lodging by
householder or jamindar for teaching school and
college students or to their children at home.
Government plays a vital role in this field and
also the govt established and engaging so many
schools and colleges. Now the education field is
developed well in doing service with the help of new
technology, qualified teacher and good infrastructure.
UNDERSTANDING THE CONCEPT OF
EDUCATION SERVICES MARKETING:
Some issues involved in providing educational marketing
services:

1. Defining The Service Need Of Customer.

2.Delivery.
3.Soft & Hard Infrastructure.
4. People.
5. Alumni Relation.
6. Students Relation.
1.Defining The Service Need Of Customer.

* Identifying the needs of students,

* Designing the course curriculum,
* The add-on’s that meet the requirements,
* The inherent needs of the students,
* Teaching the students.

2.Delivery.
Delivery by good quality & qualified faculty
members to students gives satisfaction to the
students.
3.Soft & Hard Infrastructure.
Every education institution should have,
* Good building, Computer systems.
* Library, Laboratories, AC classrooms.
* Hard infrastructure helps to get premium
fees for providing education services.

4. People.
In educational institution knowledgeable human
resources are the main resources.
In decision making, the involvement of people
does give a lot of satisfaction and motivation to people
to work rather than command and control.
5. Alumni Relation.
Over the period of time, students who have
passed out the institution are the best brand
ambassadors.

6. Students Relation.
Once the students take admission, keeping
them satisfying is the best way to get more
admissions next year.
CHARACTERISTICS OF EDUCATION
SERVICES:

1. Intangibility.
2. Inseparability.
3.Heterogeneity.
4. Perishability.
1. Intangibility.
Education provided by the educational
institution is intangible in nature. The tangible
things is infrastructure (Building, Computer
systems, Library, Campus, qualified faculties).

2. Inseparability.
we cannot stored the education for future use.
In education, the teacher teaches(production
& delivery) and students learn (consume)
simultaneously.
3.Heterogeneity.(Difference)
Depending upon the type of student, the
teacher changes his style of teaching.
Same subject is taught differently by
different teachers keeping the course curriculum.

4. Perishability.
Education is a continuous process.
Delivery & consumption should go together.
Class has less number of students, a teacher
cannot teach less.
SEGMENTING EDUCATION
SERVICERS MARKETING:
The group of customers having similar needs
and wants are called segmenting. The target for
education service is mainly individual students.
Depending upon the type of consumer the ,
Education can be classified into,
1. Primary education.
2. Secondary education.
3. Higher education.
4. Corporate training.
5. Vocational education.
6. Continuing education.
STRATEGY MIX FOR EDUCATION SERVICES
MARKETING

 Product in educational services

 Place in educational services
 Price in educational services
 Promotion in educational services
PRODUCT IN EDUCATIONAL SERVICES

 The education product is a unique product

that involves heterogeneity and homogeneity
at the same time . The product is
heterogeneous as the service customer for
different levels of education will have their
different demand.
 For example
student look for college faculty and building.
PLACE IN EDUCATIONAL SERVICES

 The service delivery in education is being

provided by setting institutes, by online
internet facilities and by way of postal and
correspondence courses. Now latest addition
is use satellite and virtual education.
PRICE IN EDUCATIONAL SERVICES

 The pricing of the educational services is

done under many different nomenclatures
and subheads by the institutes but all
customer look at them in manner of only.
these rules and regulations were formed and
designed by the government.
PROMOTION IN EDUCATIONAL SERVICES

 We made a statement somewhere earlier in

this chapter that the supply is far less then
demand for educational institutes.
 For example
 Direct contacts through seminars ,
educational and study exhibitions career
fairs, and counseling session .
GLOBAL INNOVATION AND CHALLENGES
TO EDUCATIONAL SEVICES

 New technological innovations.

 Introduction of internet .
 Globalization of education.
Marketing tourism and hospitality
services

s. prabhu
N. Raj
 INTRODUCTION:
 Tourism and hospitality services are
complementary to each other and each drives its
demand from the other.
Ex:
The hospitality industry will depend on
the flow of guests to the tourist places only if the
tourism industry is in a position to manage the
visits of the customers and tourists by offering a
developed infrastructure.
 CUSTOMER PROFILE OF TOURISM AND
HOSPITALITY SERVICES:
 Tourism customer is anyone who is
interested in visiting his place of interest
varying from personal enthusiasm to see
different places to the reasons of paying
obeisance to gods.
 CATEGORIES OF TOURIST
CUSTOMERS:
 There are classified into 5 categories.
1. Religious enthusiast and believer:
2. Travelling enthusiast and explorer:
3. Pleasure seeker:
4. Intra-country traveler:
5. Inter-country traveler:
 Religious enthusiast and believer:
Their reason for travel is more for personal faith
and belief in certain places connected to the religions of
the world.

 Travelling enthusiast and explorer:

They like to travel and explore the places of tourist
interest. They may go to any place that interests them.
Their research could be on history, architecture,
culture and any other subject.
 Pleasure seeker:
They are keen on enjoying different places, culture,
the leisure of travel and the richness of tourist places.

 Intra-country traveler:
Those tourists who are interested to explore, enjoy
the tourist places within the country and may be limited
to the seasonal travelling, depending on the reasons to
travel.
Ex:
The summer month in India are quite busy from the
tourism point of view as people like to travel during the
school holidays.
 Inter-country traveler:
Tourists travelling between the countries and
exploring the globe will come under this category.

In India Rajasthan and Goa attract millions of

tourists travelling from other countries to India
throughout the year.
 SEGMENTING THE TOURISM AND
HOSPITALITY MARKET:
 there are classified into 4 types.

1. Total market based on socio economic status.

2. Tourist market based on demographics.
3. Tourist market based on geographic.
4. Tourist market based on psychographics.
 Total market based on socio economic status:
The spending pattern, the demand and expectation
determinants, and the modes and means of transportation
will largely be categorized by the tourist companies on the
financial and economic status of the tourist.

 Tourist market based on demographics:

segmenting a market based on demographics is the
most natural system to be adopted by any service marketer.
 Tourist market based on geographic:
There is a natural divide between the tourist from
the eastern countries and the tourists from the western
countries or central American countries.

 Tourist market based on psychographics:

The personality, lifestyles, attitude will differ from
one nation to the other and from one culture to another
people from the eastern countries.
  MARKETING MIX FOR TOURISM
AND HOSPITALITY :
 There are 7 marketing mix in tourism and hospitality.
1. Product:
2. Price:
3. Promotion:
4. Place:
5. People:
6. Process:
7. Physical Evidence:
 Product:
These services products may be arranged by a single
agency involved in the business or a group of different
agencies in complement to each other.

 Price:
The service prices in case of tourism services may or
may not be decided for the entire package service deal.
In case, each agency arranges different services at
various stages, the tourist will have to be a smart
negotiator to get the benefit.
 Promotion:
The promotion of a tourism and hospitality services
package is a combined affair of many agencies involved in
rendering the services at different stages of tourism and
hospitality.

 Place:
The place refers to the tourist spot, tourist
destination, tourist city or even the whole country.
The place has to be safe for visitors.
 People:
This is the most important factor in promoting
tourism and hospitality services as people can either
impress a customer so much that he will always prefer to
come back or he gets put off never to return again.

 Process:
The process for a tour today begins not from the
offices of the tour operators but from the computer tops
and desktops at the customers end
 Physical Evidence:
The traveler, gets into tourism to experience for
himself the pleasure and comfort of the tourist places as
are offered in the advertisements and other offers in the
media.
  THE INDIAN TOURISM &
HOSPITALITY INDUSTRY:
 Tourism is the largest service industry in India with a
contribution of 6.23% to the national GDP(gross domestic
product) and 8.78%of the total employment in India.
 India witnesses more than 5 million annual foreign
tourist arrivals and 562 million domestic tourism visits.
  FOREIGN TOURIST ARRIVALS:
 The estimates of foreign tourist arrivals(FTA) and foreign
exchange earnings(FEE) are important indicators of the
tourism sector.
 According to the latest data released by the ministry of
tourism, FTA’s during January 2010 were 491,000 as
compared to 422,000 in January 2009, an increase of
16.4%.
  GOVERNMENT INITIATIVE:
 The campaign ‘Visit India Year 2009’ was launched at
the international tourism exchange in Berlin that aimed to
project India as an attractive destination for
holidaymakers.
 U …
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SERVICE MARKETING
Seminar topic on
consultancy

Presented by: K.Swapna

G.Sunil kumar
CONCEPT
 It is the application of marketing principle in
the consultancy services. The services
provided by an independent and qualified
person or persons in identifying and
investigating the problems concerned with
policy, organization, procedure and methods
are the consultancy services marketed in an
organized way.
CONSULTANT
A consultant is an experienced individual
that is trained to analyze and advise a client
in order to help the client make the best
possible choices.
Eg : A strategic consultant may evaluate a
business plan and help the client develop a
plan to meet those strategic goals.
APPLICATION OF CONSULTANCY
 Growing significance of specialized
knowledge
 Obtaining impartial view
 Justifying the pre- determined measures
 Limited number of consultants
 Making the consultancy service productive
USERS OF CONSULTANCY
 Both categories of users an individual and an
organization uses the services of consultancy
organizations with diverse motives. They may
be domestic as well as foreign.
THE PRODUCT MIX
 The product mix focuses on the service
offered by the consultants and the
consultancy organizations. It is a process of
blending the core and peripheral services in
such a way that the services are made
attractive and competitive.
THE PRODUCT MIX
 Selection of area
 Selection of clients
 Studying the conditions and the objectives
 Discussing the proposal
 Acceptance and implementation
 Product planning development
SELECTION OF AREA

 In the present day world, the magnitude of

competition is found at its peak and the
business environmental conditions are found
more volatile.
 This makes it essential that consultants as
well as the consultancy organizations have a
well developed information system which has
been making available to them the
information regarding the emerging
profitable areas of the future.
SELECTION OF CLIENTS
 The upcoming consultants or the budding
consultants find it difficult to identify high-
spending clients. Since we focus on the
marketing of consultancy services, it is
pertinent that our clients either an individual
or an institution bear the potentials to spend
as per their requirements.
STUDYING THE CONDITIONS AND THE OBJECTIVES

 We find a close relation between the

changing business conditions and their
impact on the formulation of the product
mix. The changing business conditions
influence the order of priorities vis-à-vis
objectives.
DISCUSSING THE PROPOSAL

 The proposals are to be deliberated upon and

the senior executives play a commanding
role in the very context. The efforts taken
for promoting the research activities cant be
devalued. Further, the consultants need an
in-depth knowledge of the behavioral profile
of clients.
ACCEPTANCE AND
IMPLEMENTATION
 Consultancy organizations are required to
make suitable arrangements for the
implementation of the same within the time-
frame the specifications are there and you
are supposed to assign due weightage to the
promises that you make with the clients.
PRODUCT PLANNING DEVELOPMENT

 Consultants are termed to be the business

planners. They in a true sense engineer the
foundation for the development of an
organization. Almost all the consultancy
organizations need to think about their
future development plans.
PROMOTION MIX
 It is a managerial device of blending the
different constituents of promotion, such as
advertisement, publicity, sales promotion,
personal selling, word-of-mouth
communication and telemarketing. The
consultants and the consultancy
organizations by promoting inform, sense and
persuade the prospects/users.
PROMOTION MIX
 Advertising
 Publicity
 Personal selling
 Sales pramotion
 Word of mouth promotion
 telemarketing
THE PRICE MIX
 The consultants and the consultancy
organizations charge fee/commission for the
service offered. This focuses on marketing
the pricing decisions rational.
THE PRICE MIX
 Profit generation objective
 Market stability objective
 Market share objective
PROFIT GENERATION OBJECTIVE

 The working out of fee structure with the

viewpoint of generating profits may be a
long-term objective. Generally, it is not
appropriate that the consultants prefer to
have price-generation objective in the short-
run since only in the long-run, the
consultancy organizations may work with the
objective of generating profit.
MARKET STABILITY OBJECTIVE

 Getting an average return even if the

working conditions are not conductive. The
decisive factors are market opportunities,
special skills and positioning objective. It is
found helpful in setting the risk aversive.
This objective helps in minimizing the
possibilities of price fluctuation.
MARKET SHARE OBJECTIVE

 Before we formulate pricing strategy, it is

essential that we concentrate on objectives.
In the market share objective, the
consultants work out fee structure in the
face of annual revenue targets for business.
The cost factor is not found so much
important.
THE PLACE MIX
 Consultancy organization offer the services
with the help of branch and site offices and
therefore the employees working there play
an important role in offering the services.
This gravitates our attention on bridging over
the gap between services-promised and
service-offered.
THE PLACE MIX
 Branch offices
 Site office
 Through a representative
 Through a communication media
THE PEOPLE MIX
 This submix is related to the management of
human resources or development of
employees serving the consultancy
organizations.
MEDIA SERVICES
Presented by
YUVARAJ.K
INTRODUCTION – MEDIA SERVICE
The transmission of knowledge, communication, happenings and
events worldwide are being beamed across the globe instantly. The
media has adopted all kinds of vehicles that can broadcast, transfer
and telecast, e mail the news and information live on the lines
instantly. This has been made possible by the innovations of the
internet, the World Wide Web, mobile telephony, and the launching
of satellites. The assortment of the channels that carry news about
the happenings, events, entertainment, knowledge and anything
under the sun Is thus often referred together as media. This media
in its functional aspects may differ from the traditional newspapers
 MEDIA SERVICE

The channels of media thus will be press, broadcasting, telecasting or

television, internet and of course the entertainment industry. The
media today carries huge political, social, national, and international
powers its it controls the flow of all kinds of information pertaining to
news, events' knowledge, social education, political thoughts,
information on flora and fauna, universe and weather, and all other
kinds of happenings limn one corner of the globe to another.
 BUILDING A CONCEPTUAL FRAMEWORK OF
MEDIA SERVICES

This media may be point-to-point media or the mass media. The vehicles of each
media and the conceptual framework of media can be classified under different
categories
 Broadcasting media: Radio, television, internet
 Entertainment media: Radio, films, television films and other entertainment
material, movies, audio and videos material, many forms of print media
 Print media: Newspapers, periodicals, magazines, books and informative or
entertainment providing vehicle in published from
 Wireless media: Worldwide webs, internet, and mobile telephony
 PROFILE OF MEDIA SERVICES
PROVIDER

The media service provider are the broadcasting corporations,

newspapers publishers, news agencies, magazines, periodical
publishers, book publishers, advertisement agencies, television
channels, television producers, internet logging platforms, the
world wide web service providers and the maintenance agencies,
and also the agencies that sell the news, events, happenings,
entertainments, movies, audios and videos, mobile clips, mobile
messages, information, space, time and the programs to the users
of the media.
 PROFILE OF MEDIA SERVICES
CONSUMERS

 Itis not difficult to sketch a profile of the media services consumer because
everyone, who has access to the information, news, and entertainment in
any form is a customer of some media or the other. The customer could be
demographically profiled when the media was limited in its approach.
 The media today has thus come to influence the public, political, economic,
social, national, international, and global minds of all caste, creed, and
credence in its totality and thus the marketing of these services will also
have to he handled strategically keeping into account the impacts and
influences of media in all walks of life.
 THANK
UUUUUUUUUU!!!!!!!!!!!!!
MEDIA SERVICES – STRATEGIC
MIX & GLOBAL INNOVATIONS

- RAJESH KUMAR.S
 STRATEGY MIX FOR MEDIA SERVICES

• PRODUCT MIX FOR MEDIA SERVICES :

>> THE OBJECTIVE OF ALL MEDIA IS TO GET AS MANY VIEWERS,

READERS, AND THE SUBSCRIBERS AS POSSIBLE.

>> FOR THIS THE SERVICES OF THE PRODUCT CONTENT, THE

BEAMING AND BROADCASTING OF THE EVENTS, PROGRAMS, AND THE
SOAP OPERAS, MUSICAL PROGRAMS, NEWSPAPER CONTENTS,
PERIODICALS CONTENT WILL HAVE TO BE GIVEN AS PER THE TASTE OF
THE AUDIENCE FOR WHOM IT IS INTENDED.

>> THAT IS WHY ALL KINDS OF PROGRAMS FORM PART OF A DAY'S

PROGRAM ON TELEVISION CHANNELS TO JUDICIOUSLY ATTRACT ALL
KINDS AND AGES OF AUDIENCES AND VIEWERSHIP.
 STRATEGY MIX FOR MEDIA SERVICES -CONT
• PRICE MIX FOR MEDIA SERVICES :

>> IN NEWSPAPER AND PUBLISHING MEDIA, THE PRICE IS LED BY THE MAJOR
FACTOR OF THE CIRCULATION PUBLISHING. .

>> IN BROADCASTING AND TELEVISION MEDIA, THE PRICING WILL BE

DETERMINED BY THE VIEWERSHIP AND THE LISTENERS' PREFERENCES THAT THE
PROGRAM ENJOYS.

>> THE INTERNET DOWNLOADING OF THE MUSIC AND OTHER PROGRAM CAN BE
DECIDED BY THE TIME TAKEN IN DOWNLOADING AND THE BYTES OF THE PROGRAM

>> THE PROGRAMS THAT ARE AIRED IN PRIMETIME ARE GENERALLY HIGHER
PRICED AS COMPARED TO THE PROGRAMS THAT ARE TELECASTED IN NON-PRIME
VIEWERSHIP TIMINGS.

>> THE PRICE IS ALSO DRIVEN FROM THE COST OF PRODUCTION AND THE COST
OF AIRING A PROGRAM OR THE PUBLISHING OF THE MAGAZINES, PERIODICALS, AND
THE NEWSPAPERS.
 STRATEGY MIX FOR MEDIA SERVICES -CONT
PLACE FOR MEDIA SERVICES :
>> THE PLACE FOR MEDIA CAN BE ANYWHERE AND EVERYWHERE. THE MEDIA
TODAY HAS SPREAD ITS REACH EVERYWHERE.

>> THE MEDIA SERVICES REACH THE RURAL, AS WELL AS, THE URBAN, THE
HIGH CLASS LOCALITY AND THE LOW CLASS SMALL DWELLINGS. IT HAS REACHED
THE BEDROOMS OF THE VIEWERS AS ALSO THE STREET SHOPS IN ALL TOWNS.

>> IT IS AVAILABLE AT RAILWAY STATIONS, AIRPORT LOUNGES, HOTEL

LOBBIES, FAST FOOD RESTAURANTS, SHOPPING MALLS, BEAUTY PARLOURS, AND
BUS STATIONS AND IN THE BUSES ON THE MOVE, RAILWAY STATIONS AND IN THE
TRAINS ON THE MOVE.

>> THE MEDIA HAS REACHED THE TABLE TOPS OF THE COMPUTERS, MOBILE
SETS, THE LAPTOPS, THE PALM TOPS AND INTO THE I PHONES AND I PADS OF
THE CUSTOMERS.
 STRATEGY MIX FOR MEDIA SERVICES -CONT
PROMOTION FOR MEDIA SERVICES :
>> THE MEDIA USES ITSELF AS A MODE OF PROMOTION. .

>> THE TELEVISION CHANNELS ARE PROMOTED ON THEIR OWN CHANNELS

BY TELEVISING TEASERS AND SPOTS ABOUT THE NEW PROGRAMS.

>> THE PROGRAMMES ON TELEVISION OFTEN MAKE USE OF THE PRINT

MEDIA TO ADVERTISE THEIR PROGRAMS. THE TIMES OF INDIA, HINDUSTAN
TIMES SIMILARLY CAN BE PROMOTED IN THE TELEVISION PROGRAMS.

>> THE PROMOTIONAL EVENTS LIKE STAR AWARDS, THE FILMFARE

AWARDS, REALITY SHOW AWARDS, STAR PARIVAR AWARDS ARE ORGANISED.
>> EVENTS LIKE THE ONLINE SHOWS, QUESTIONS OR ANSWERS THROUGH
THE MOBILE SMS SERVICES. INVITING EMAILS, AND THE LIVE PARTICIPATION OF
THE VIEWERS IN THE RUNNING PROGRAMS ARE SOME OF THE OTHER WAYS BY
WHICH MEDIA SERVICES ARE PROMOTED.
 STRATEGY MIX FOR MEDIA SERVICES -CONT
PEOPLE FOR MEDIA SERVICES :
>> A NEWSPAPER OR A PRINT MAGAZINE MUST HAVE SUCH
JOURNALISTS THAT ARE KNOWLEDGEABLE, SOCIALLY SENSITIVE AND ARE
WELL-VERSED INTO THE SUBJECT FOR WHICH THEY WRITE.

>> THE TELEVISION CHANNELS WILL PREFER PEOPLE WITH GOOD

PERSONALITY, GOOD VOICE AND GOOD LOOKING THAT ARE ABLE TO KEEP
THE AUDIENCES TIED DOWN TO THE TELEVISION PROGRAMS

>> THE GENERAL PUBLIC TENDS TO BELIEVE THAT MEDIA

CORRESPONDENTS AND REPORTERS ASSOCIATE THEMSELVES WITH
ACTORS AND PERFORMERS, HENCE IT IS IMPORTANT THAT THE
PERSONNEL EMPLOYED BY MEDIA IN ANY KIND OF ROLE ARE
TRUSTWORTHY, HONEST, ETHICAL AND SOCIALLY ACCEPTABLE, BESIDES
BEING ADEPT AND SKILLED IN THEIR AVOCATION.
 STRATEGY MIX FOR MEDIA SERVICES -CONT

PHYSICAL EVIDENCE FOR MEDIA SERVICES :

>> THE PHYSICAL EVIDENCE IN CASE OF MEDIA CAN INVOLVE THE
CONTENTS OF THE PRINTED MATERIAL, THE AESTHETIC SENSE OF THE
PRINT ADVERTISEMENTS, THE PRETTY FACES OF THE MODELS IN
ADVERTISEMENTS, THE SETS DESIGNED WITHIN THE STUDIOS FOR
DIFFERENT PROGRAMS, THE QUALITY OF THE LANGUAGE USED AND THE
DIALOGUES, DRAMATIC EFFECTS, THE STORYLINE AND ALSO THE BACK-
GROUND MUSIC, THE LIGHTS AND SHADES USED BY THE CHANNELS TO
HIGHLIGHT THE EFFECTS.

>>THIS IS WHY ZEE TV HAS NOT BEEN ABLE TO MATCH THE

POPULARITY OF STAR PLUS, IN SPITE OF THE EFFORTS FOR SO MANY
YEARS.
 STRATEGY MIX FOR MEDIA SERVICES -CONT
PROCESS FOR MEDIA SERVICES :
>> REFERS TO PUBLISHING THE PRINT VEHICLES SUCH AS THE NEWSPAPERS,
MAGAZINES, BOOKS, OTHER PRINT MEDIA, AND THE DISTRIBUTION PROCESS TO MANAGE
THE CIRCULATION.

>>THE PROCESS FOR ENTERTAINMENT AND TELEVISION MEDIA IS THE QUALITY OF

PRODUCTION, THE NON-DISRUPTIVE TRANSMISSION OF PROGRAMS AND IN THE FORMAT
THAT APPEALS TO THE EYES AND EARS.

>> THE TECHNOLOGICAL DEVELOPMENTS AND INNOVATIONS OVER THE YEARS HAVE
IMPROVED THE QUALITY OF PRODUCTION, AS WELL AS, THE TRANSMISSION.

>>THE DIGITAL DATA TECHNOLOGY HAS MADE ALL TELEVISION VIEWING A VERY
PLEASANT EXPERIENCE.

>>THE LIVE NEWS, LIVE TELECASTING OF THE EVENTS, AND THE LIVE COMMUNICATION
WITH THE VIEWERS OF ALL VIEWING COUNTRIES IS THE ORDER OF THE DAY TODAY IN
ALMOST ALL CHANNELS.
 GLOBAL INNOVATIONS & CHALLENGES

GLOBALISATION TODAY HAS AFFECTED ALL OUR ASPECTS OF LIFE AND

ALSO AFFECTED THE STRUCTURE OF THE MEDIA AND ITS MARKETING
SERVICES.

1. SPREAD OF INTERNET AND WORLD WIDE WEB :

>> THIS HAS MADE INTERNATIONAL MEDIA WITHIN THE REACH OF
COMMON VIEWERS.
>>THE EASY ,AVAILABILITY AND ACCESS TO THE WORLDWIDE WEB
SITES OF DIFFERENT MEDIA ARE ATTRACTING PEOPLE AWAY FROM THE
CHANNELS LIKE TELEVISION, PRINT MEDIA AND THE ENTERTAINMENT
MEDIA, BECAUSE THE CUSTOMER CAN PICK UP ENTERTAINMENT,
INFORMATION, KNOWLEDGE AND EVEN THE FOOD FOR THE SOUL FROM
THE INTERNET BY DOWNLOADING ALL KINDS OF MATERIAL FROM THE
FREE WEB SITES.
 GLOBAL INNOVATIONS & CHALLENGES

2. EASY REACH AND TRANSMISSION :

>> THE LAUNCHING OF SATELLITES HAVE MADE THE BROADCASTING EASILY

ACCESSIBLE IN ALL PLACES AND SO HAS BEEN THE TECHNOLOGY OF
TRANSMISSION. SMALLER LOCAL TELEVISION CHANNELS, LOCALISED RADIO
STATIONS AND EVEN THE SATELLITE EDITIONS OF THE PRINT VEHICLES HAVE
RAISED THE LEVELS OF COMPETITION TO NEW AND GREATER HEIGHTS.

3. CONSOLIDATION OF MEDIA SERVICES BY MERGERS, ACQUISITIONS

AND STRATEGIC ALLIANCES :

>> THE SPACE, CONTENT, AND MEANS OF DISTRIBUTION AS ALSO THE

PROSPECTS OR REVENUE EARNINGS AT THE GLOBAL SCALE HAVE MADE
BIGGER MEDIA COMPANIES ACROSS THE GLOBE HUNGRY FOR
ACQUISITIONS AND MERGERS.
 .

seminar
on
Banking Services

presented by
A.Suriya Prakash
BANKING SERVICES

 The banking industry is currently in a

transition phase
 There are two types of banking sector
one is public sector and another is
private sector.The public sector banks
serve as the backbone of the banking
system.
 on the other hand private sectorbanks are
venturing into a whole new game of
mergers and acquisitions to expand their
RETAIL BANKING AND
CONSUMER FINANCE
Scheduled commercial banks(SCBs) in
india are categorized into five different
groups according to their ownership and
nature of operation.
These banks groups are
1.the state bank of india and its associates
2.other nationalized banks
3.regional rural banks
4.foreign banks
5.other Indian SCBs(in the private sector)
FEATURES OF RETAIL BANKING
Today retail banking sector is
characterized by three basic features they
are:
1.multiple products(deposits ,credit
cards,insurance,investments and securities)
2.multiple channels of distribution(call
centre,branch,internet)
3.multiple customer
groups(customer,small business and
corporate)
MARKET SEGMENTION
The retail consumers are characterised by the
following trends:
1.A growing labour force
Global investors are attracted to india because
of the growing number of well educated
,English speaking workers.indian IT workers has
been augmented by a booming population of
engineering students.furthermore,indias labour
pool also serves as an expanding customer base
for retail bank products and services
2.THE EMERGING MIDDLE CLASS AND HIGH NET
WORTH INDIVIDUALS

The remarkable growth of the economy

has helped boost the overall purchasing
power of the consumer. the percentage of
the middle to the high income households is
expected to continue raising. so because of
these multi-national banks to strengthen
their presence in the Asian countries.
PRICING

Let us now look at how the banks practice

marketing function, with a special emphasis on the
marketking mix i.e.price,promotion and product.
Innovation in retail banking is focused on the
distriburtion channels and pricing banks are exploring
multi-channel delivery strategies-ATMs,the
internet,telebanking and even mobile banking-to
leverage their retail lending strengths
Relationship pricing or individual pricing is where
some of the innovation is taken place.
The right pricing is a must cut-throat competition
tat the industy faces.
PROMOTION
Promotion strategies are used by banks to
establish a top of the mind relationship with
the customers tat turn help mkt dominance.
A few strategies used by banks for mkting
are:
1.brand ambassadors
The industry trend is towards celebrity
endorsers and bold bright and beautiful
campaigns.their immense popularity and
universal appeal as icons of
talent,determination and sucees is expected
to reasonate wityh demanding clients
2.direct marketing
Direct mailers,e-mails and sms are used for
communicating messages to the target audience as
they r most cost-effective routes of addressing core
audience with maximum degree of customization
possible
3.customer lifecycle-based mkting using analytics
A few banks like hdfc bank have embarked on a
data –led mkting analtics.they conduct mkting
campaign in a scientific manner using customer
data,usage patterns,preferences,lifecycles etc.this
initiative is equally effective from a customers point
of view because the customer is no longer inundated
by mindless junk communication tat may not be
relevant to him
PRODUCT STRATEGIES

Many of the public sector banks launced

an array of products and services,especially
on the retail front to match the
competition.some banking products areas
with high growth potential have been
identified below:
1.housing loans
2.vehicle loans
3.personal financial services
4.online bill pay,money and remittances
5.travel cards
CUSTOMER RELATIONSHIP MANAGEMENT
AND RETAIL BANKING

Customer relationship mgt and

adverstising are an integral part of mkting
CRM as three application areas they are
1.customer acquisition
2.customer value maximization
3.customer retention
CRM STRATEGIES AND STEPS

The various CRM strategies and steps are as

follows
1.appeal to the self-interest of the
customer,during discussions
2.bring conversation to areas of
interest,profession,native place and
hobbiesetc
3.make use of logic and emotional appeal
to motivate the customer
 .

Thank YOU