The service marketing mix comprises off the 7’p’s. These include:
• Product
• Price
• Place
• Promotion
• People
• Process
• Physical evidence.
People[/b][/b]
As it is already said that employees are assets of the organization, hence people matter more in the service sector as the front line employees directly come into contact with the customers hence the moment of truth assumes more importance, hence the staff you chose should be appropriate hence the responsibility of the one who is recruiting people assumes great importance here. People comment on the service provided of being good quality depending on their experience with the immediate service provider i.e. the front line employees. Hence providing them with the training to deal with customers is also another task of the organization.
Process[/b][/b]
The procedure that is set in the organization to deliver the service to the final customer is also important point to be taken into consideration. The time taken once the order is given and till the order is provided counts. Take your very own example of you go to a restaurant and place an order and if you get in mins what is your reaction on this act? You will obviously say that the service was quick and you will rate the service as good. Similarly the reverse situation will be rated as poor.
Physical Evidence[/b][/b]
Apart from who and how, where is an important factor in service marketing mix. Where is the service being delivered? Physical Evidence is the element of the service mix which allows the consumer again to make judgments on the organization.
Let us have a look at P’s in Telecom-Industry [/b][/b]
Market challengers [/b][/b]
Hutch
BSNL
Followers
Idea
Nichers
1.Aircel
2.Spice
Market Leader[/b][/b]
Airtel comes to you from Bharti Airtel Limited
The businesses at Bharti Airtel have been structured into three strategic business units (SBU's) - Mobile services, Broadband & Telephone services (B&T) & Enterprise services.
First private telecom service provider to connect all states of India
Covers 23 telecom circles of the country, has more than 21 million customers
Highly successful brand in India
Mission [/b][/b]
We will meet the mobile communication needs of our customers through :
Error-free service delivery.
Innovative products and services.
Cost efficiency.
Vision[/b][/b]
‘To be the most admired brand in India by 2010’
Values [/b][/b]
We will always put our customers first. We will always trust and respect each other. We will respect our associates as we respect each other. We will work together through a process of continuous improvement.
Partnerships[/b]:
Partner with world's finest companies like Vodafone, Singtel (Singapore Telecom), Ericsson, Nokia,Blackberry,IBM and many more to bring the best of products & service.
The Company is:
The First to launch full roaming service on pre-paid in the country.
The First to launch 32K SIM cards.
The First in Asia to deploy the multi band feature in a wireless network for efficient usage of spectrum.
The First to deploy Voice Quality Enhancers to improve voice quality and acoustics.
The First telecom company in the world to receive the ISO 9001:2000 certification from British Standards Institute.
MARKETING MIX
Product[/b][/b]
Airtel Pre-paid
Airtel Post-paid
Blackberry Wireless Handheld
Value Added Services (VAS)
The different value added services provided by Airtel are-
Instant Balance Enquiry
24Hr recharge Facility
Caller line identification
Call divert, Call wait & Call Hold
Multimedia messaging service (MMS)
Airtel Live Portal
SMS based Information Service
Hello Tunes & Ring Tones
Voice Mail Service
Easy Post-paid bill collection
Gifting of Ring Tones & Hello Tunes
GPRS
Business Solutions
Price[/b][/b]
Customer based pricing strategies.
Flexible pricing mechanism
Controlled by TRAI.
Place[/b][/b]
It has wide and extensive presence even in the remotest areas
Airtel Customer Care Touch Points
Distributors like
E.g. Paan shops, grocery stores, chemists, outlet etc.
Outlets
Promotion[/b][/b]
Large scale print and video advertising.
Big celebrities like SRK and Sachin are roped in to endorse the product.
In 2002 Airtel got its Signature tune from A.R. Rehman, this signature tune is perhaps the most downloaded tune in India.
Provides innovations such as Bollywood movie premiers, music services such as ring back tones & many more.
"Friendz" pre-paid connection for youth," Ladies Special" plan, Seniors plan.
Executives corporate plan
Special discounts in calling rates & sms services.
Providing wallpapers and screensavers on website.
The marketing mix of many can sort and planned in ways that will always ease consumers to avail services provided by the company then may it be any.