Hypothetical Service Product & Aspect Service Product Name Core Product & Supplementary Services Brand Equity Service Product Logo & Tag Line Flow Model Of Distribution Distribution Of Core Services & Supplementary Services Distribution Options for Serving Customers Places of Service Delivery Positioning Classification Strategy Adopted Re – Positioning & Copy Positioning Slogan Positioning Physical Evidence Promotion Pricing Level of Customer Satisfaction Jay customers disrupting the service process People Gap Analysis

1. SSERVICEERVICE
MMARKETINGARKETING
Submitted ToSubmitted To : Prof. Sangeeta Trott: Prof. Sangeeta Trott
Submitted By : Preeti Yadav (19)Submitted By : Preeti Yadav (19)
Vinay Chande (07)Vinay Chande (07)
Batch (2011-13)Batch (2011-13)
ITM-SIA BUSINESS SCHOOLITM-SIA BUSINESS SCHOOL

2. CONTENTCONTENT
Hypothetical Service Product & Aspect
Service Product Name
Core Product & Supplementary Services
Brand Equity
Service Product Logo & Tag Line
Flow Model Of Distribution
Distribution Of Core Services & Supplementary Services
Distribution Options for Serving Customers
Places of Service Delivery
Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing

3. CONTENT contd…CONTENT contd…
Positioning Classification
Strategy Adopted
Re – Positioning & Copy Positioning
Slogan Positioning
Physical Evidence
Promotion
Pricing
Level of Customer Satisfaction
Jaycustomers disrupting the service process
People
Gap Analysis
Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing

4. HYPOTHETICAL SERVICE PRODUCTHYPOTHETICAL SERVICE PRODUCT
&&
ASPECTASPECT
At SUBH SANSKRITI, we believe that marriage preparation helps
couples achieve the marital success they expect to experience.
The Service product is the solution for the trans-cultural couples
who are getting married.
This Service product will be offering the training and assistance
for bridging the cultural gaps as - ideas, styles, religions, ethics,ideas, styles, religions, ethics,
food, languagesfood, languages etc. whether within a single culture or from one
culture to another.
To that end, we are committed to offering you the very best in
trans-cultural pre marriage training programs.
Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing

5. Our goal is to partner with new trans - cultural couples to help
their marriages start out well.
We believe that a good start helps set a precedent that will last a
life time.
To that end, a trained and passionate mentor will be assigned to
each newlywed couple to help them walk through the marriage
preparation process and the first year of marriage.
We are providing the training for both bride and groom for
learning the culture into which they are getting married.
HYPOTHETICAL SERVICE PRODUCTHYPOTHETICAL SERVICE PRODUCT
&&
ASPECT Contd…ASPECT Contd…
Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing

6. CORE SERVICE PRODUCTCORE SERVICE PRODUCT
&&
SUPPLIMENTARY SERVICESSUPPLIMENTARY SERVICES
CORE SERVICE PRODUCT :CORE SERVICE PRODUCT :
Providing trans-cultural pre marriage training programs to the trans - cultural couples
for bridging the gap of cultural differences and giving good start to their married life.
SUPPLIMENTARY SERVICES :SUPPLIMENTARY SERVICES :
CONTENTS OF PROGRAM PACKAGES DURATION SUPPLIMENTARY
Food Preparation Sliver 2 Weeks – 1 Month Free Session From Cookery
Classes
Learning Dressing Styles Gold 1 Month – 3 Months Pre-bridal Packages From
LAKME SALON
About Festivals Platinum 3 Months – 6 Months Wedding Planner Session
Language Learning
Tips For Special Traditional Events
Traditional Tips
Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing

7. SERVICE PRODUCT NAMESERVICE PRODUCT NAME
“SHUBH SANSKRiTi”
“Rishton Ki Shuruwaat Sanskaro Se…”
““ TAGLINE ”TAGLINE ”
Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing

8. Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing

9.  Through Advertisement on -
Matrimonial websites
Social Networking sites
Newspapers
Magazines – column
Television / Radio
In Theaters between Movie Interval
Word of Mouth
Partnership with Wedding Planners so that they
can suggest our services.
BRAND AWARENESSBRAND AWARENESS
Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing

10.  The very popular newly wed celebrities
Saif Ali Khan and Kareena Kapoor as a brand
ambassador for this service product.
BRAND ASSOCIATIONBRAND ASSOCIATION
Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing

11. Information And Promotion Flow –
Matrimonial websites
Social Networking sites
Newspapers
Magazines – columns
Television / Radio
In Theaters between Movie Interval
Partnership with Wedding Planners
FLOW MODEL OF DISTRIBUTIONFLOW MODEL OF DISTRIBUTION
Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing

12. Negotiation Flow –
RSS Feeds
Column Regulators in Magazines
In-House demonstrations by Sales executives
Product Flow –
Training Centers
Video Conferencing
In-House Training
FLOW MODEL OF DISTRIBUTIONFLOW MODEL OF DISTRIBUTION
ContdContd……
Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing

13. CORE SERVICE DISTRIBUTION –
Physical delivery at Training Centers or at Home.
Course Material – Digital And Printed Documents.
Through e- Learning
Through Instructor - led Training
SUPLLEMENTARY SERVICES DISTRIBUTION –
Supplementary services will be distributed in the form of gift vouchers
and some are outsourced.
DISTRIBUTION OF CORE SERVICEDISTRIBUTION OF CORE SERVICE
&&
SUPPLEMENTAY SERVICESSUPPLEMENTAY SERVICES
Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing

14. Ministores-
For Physical service delivery, we will be having our small training
centers in different locations of the city for providing the
convenience to our customers.
Also, our professional trainers can provide the service for the
customer ease at their home for those who don’t have time to
come to training centers.
For e – Learning, through our website www.subahsanskriti.com
Through videos available on website
Through the reading material available on website
PLACES OF SERVICE DELIVERYPLACES OF SERVICE DELIVERY
Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing

15. At Training Centers and At Home -
Service availability Time will be 9a.m. – 9p.m.
Days: Tuesday – Sunday, Monday will be rest day.
Training will be in slots i.e.
At Website –
24/7 service — 24 hours a day, 7 days a week
TIME OF SERVICE DELIVERYTIME OF SERVICE DELIVERY
Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing
SLOTS TIMINGS
Morning 9:00a.m – 12:00 p.m.
Afternoon 12:00 p.m. – 3:00 p.m.
Early Evening 3:00 p.m. – 6:00 p.m.
Late evening 6:00 p.m. – 9:00 p.m.

16. Positioning Classification -
Our service is positioned as a service for special occasion.
Strategy Adopted Based On Breadth Of Service
Offering & Number Of Market Served Is –
“Fully focused” as initially our target customers are from big cities like
Mumbai, Delhi, Kolkata, Chennai , Ahmedabad and Punjab.
Customers who want to start their married life with full preparation to
add more happiness.
POSTIONINGPOSTIONING
Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing

17. Our service is just like a new born baby to this world,
which has to go a long way to make a strong position in
the market and in the mind of our customers.
Therefore, changes are not required at this stage,
hence current positioning as “Special Occasions”
carried forward.
RE - POSTIONINGRE - POSTIONING
Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing

18. Copy Positioning is not required as our Product Service
is already unique in nature and there is no competition in
market till date.
Slogan Positioning-
“Rishton Ki Shuruwaat Sanskaro Se…”
IS COPY POSTIONINGIS COPY POSTIONING
REQUIRED?REQUIRED?
Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing

19.  Message-creating medium -
 Our logo and Slogan communicates well to the intended audience
about the distinctive nature and quality of the service experience.
 Attention-creating medium –
To make out servicescape stand out from that of competing
establishments and to attract customers we have designed our
servicescape in the form of Royal King’s fort.
 Customers will get their specific training with the real feel of home.
 For example- Royal kitchen where they can feel home environment and
their cooking training, etc
 Effect-creating medium –
 Use of vibrant bright dark colors which symbolizes happiness, occasion,
festivals. Like Red, pink, orange…
CRAFTING THE SERVICECRAFTING THE SERVICE
ENVIRONMENTENVIRONMENT
Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing

20.  AMBIENT CONDITIONS:
• Temperature –
Medium Depends on whether outside the centre.
• Music –
Traditional instrumental , slow beat music with softer volume.
• Scent –
Use of nice fragrance which help customers in toning and stimulating,
calming, balancing their energy levels and emotions.
( Like White tea fragrance, clove, jasmine and lavender)
• Color –
Color is “stimulating, calming, expressive, disturbing, impressional,
cultural symbolic. Will add Red, Orange, yellow and Pink color to our
service centre.
• Will surround the service centre with plants to add the nature look.
DIMENSIONS OF THE SERVICEDIMENSIONS OF THE SERVICE
ENVIRONMENTENVIRONMENT
Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing

21. PRICING APPROACHPRICING APPROACH
• Cost-based Pricing & Value based Pricing-
Pricing relative to financial costs & Activities selected-
•Major cost include fees of the coach, rent of the premises.
Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing

22. STRATEGY TO INCREASESTRATEGY TO INCREASE
NET VALUENET VALUE
• Strategy 1-
– Enhance gross value, benefits delivered:
Our products come with added value benefits like free other service
packages which is supplement & useful for the main occasion.
• Strategy 2-
– Reducing the Total outlay of the customers:
We have reduced the time of the customer by reaching to the place
of his convenience for making him understand the service.
Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing

23. REVENUE MAXIMIZINGREVENUE MAXIMIZING
STRATEGYSTRATEGY
• Different price buckets based on
price sensitivity to
• Different usage times-crash course or full time course
• Flexibility-door step or classroom
• Selecting the contents of the course for learning based on the
package of activities selected.
Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing

24. FAIR DESIGN OF REVENUEFAIR DESIGN OF REVENUE
MANAGEMENTMANAGEMENT
• Simple pricing Schedules based on the type of course selected.
• No hidden charges.
• Less terms and conditions when in contract for service.
Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing

25. PRICING STRATEGIESPRICING STRATEGIES
• How much to charge?
– We have used 80 % costing based & 20 % value based pricing
combination as we have highly differentiated service and there
are no competitors in market.
• What basis for pricing?
• Different usage times-crash course or full time course
• Flexibility-door step or classroom
• Selecting the contents of the course for learning based on the
package of activities selected.
Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing

26. PRICING STRATEGIESPRICING STRATEGIES
•Who should collect payment?
– Collected by client relationship manager.
•When should payment be made?
– 50% in advance and 50% post completion.
•How should payment be made?
– We have direct channels of payment such as direct cash, online
directly in the name of the organization.
Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing

27. PRICING STRATEGIESPRICING STRATEGIES
• How to communicate prices?
– Since prices are different for different services they will be
communicated by the relationship manager at the time of the first
meet.
– We also have fees calculator by name “shagun calculator” which
quotes different prices for each package of service.
Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing

28. LEVEL OF CUSTOMER PARTICIPATION
– High — Customer works actively with provider to
co-produce the service
- Service cannot be created without customer’s active
participation.
- Customer can jeopardize quality of service outcome.
Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing

29. TYPES OF JAYCUSTOMERS
• The Belligerent
• Family Feuders and Vandals
• The Deadbeat
Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing

30. PEOPLE
• Backstage –
• Website managing Staff
• Cash and customer account management staff
• Admin and facility management staff
• Product Development Staff
• Frontline –
• Trainers
• Counsellor
• Business Development Staff
• Tele Callers
Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing

31. PEOPLE
• Line OF Difference –
• Qualification
• Work area
• Field of expertise
• Boundary Spanning Roles-
• Delight Customers
• Be fast and efficient in executing operational staff
• Upselling
Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing

32. LEVELS OF EMPLOYEE
INVOLVEMENT
• Suggestion Involvement
• Employee recommendation
• Job Involvement
• Employees retrained, supervisors reoriented to facilitate
performance.
• High Involvement
• Information is shared
• Employees skilled in teamwork, problem solving etc.
Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing

33. GAP ANALYSIS
• Gap 5
• Difference between expected and perceived quality
Batch 2011- 13 By Preeti Yadav and Vinay Chande Service Marketing

34. THANKYOU