SERVICE PROMOTION

Presented
Presented To
To
Presented By

Pushpendra
Mr. Sanjeev Kumar Atri (66)
Kumar Singh
Sandeep
Sharma (76)

Rakesh
Bhardwaj (72)

Tarun Garg (90)

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Marketing Mix
(7p’s)

Physical
Produc Promo Proces
Price Place People Evidenc
t tion s e

The marketing mix principles are controllable variables which have to be carefully managed and must meet
the needs of the defined target group. All elements of the mix are Linked and must support each other.

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Promotions

●
Carries the message about
the services, products,
and programs;
●
Positions them in the
is a vehicle that market; and
●
Develops the appropriate
image for the services,
products, and programs.
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OBJECTIVES FOR PROMOTION

BUILD AWARENESS

CREATE INTEREST
PROVIDE INFORMATION

STIMULATE DEMAND

REINFORCE THE BRAND

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Promotion activities include:

Personal Sales
AdvertisingPublicity
selling promotion

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Advertising
Advertising

any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

eg. Techniques include billboard ads and TV commercials

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Advantages of Advertising
A large number of people
usually see the advertiser’s
message
Costs per potential customer
are usually lower than other
forms of promotion
Can choose the most
appropriate media to reach
target mkt
Can control the content of an
advertisement
Ads can “presale” products

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Disadvantages of Advertising
1. Cannot focus well on
individual needs
2. Some forms of
advertising can be too
expensive for many
businesses
3. Sometimes advertising
is wasteful and inefficient -
message may be spent on
non-potential customers
4. Advertising must be
brief

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Relationship between Advertising and the Product Life Cycle
Relationship between Advertising and the Product Life Cycle

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Publi
city

Placing newsworthy information about a company,

product, or person in the media.
Can be used to promote particular events and promote
particular products.
The main purpose of publicity is to build an image.
Image - the way a business or organization is defined in
people’s minds.

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Advantages of
Advantages of
Publicity
Publicity
Publicity is free;
Publicity is free;
advertising is not
advertising is not
Can be used to
Can be used to
create a positive
create a positive
image within the
image within the
community
community
Viewed as being
Viewed as being
more credible or
more credible or Disadvanta
Disadvanta
believable than
believable than
advertising ges
ges of
of
advertising
Viewed as news,
Viewed as news, Publicity
Publicity
people more
people more
attention to Give
Give up
up
attention to much
publicity
publicity much ofof
your
your
control
control
of your
of your
message
message
Not
Not all
all
publicity
publicity
is
is
positive
positive

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Ex amples of Publ icity

Famous person
photographed using your
product

Your product mentioned in

National News in a positive
way

Your product
featured in a movie
TV commentary about
aspects of your product trade
magazines carrying a story
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Next Part will be presented by Sandeep Sharma

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making an oral
sales presentation
to one or more
potential buyers.
On a per contact
basis, personal
selling is the most
expensive form of
promotion.

Direct communication
between seller and
buyer
face2face contact
Usually used to sell
industrial goods and
services
Also used to sell some
expensive consumer
items, eg. Cars,
computer systems

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Sales Promotion
Sales Promotion

All marketing activities, other than personal selling, advertising, and publicity, that are used to stimulate consumer purchasing and sales effectiveness.

Objectives of Sales Promotion

Increase sales

Inform customers about new products/schemes

Create a positive store or corporate image

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Characteristics

Short term activities

Offers some type of incentive/discount
Can be successfully used in all channels of distribution

Sales promotion can be either consumer or trade oriented

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Trade Promotions - sales promotion activities designed to
gain manufacturers’, wholesalers’, and retailers’ support for
a product. More money is spent on promoting to businesses
than to consumers.
●
1. Slotting allowances
●
2. Buying allowances
●
3. Sales incentives

Consumer Sales Promotions - designed to encourage customers to buy a product.

●
1. Visual Merchandising and Displays
●
2. Premium and Incentives 18
●
3. Product Samples
Promotion People

Sales Managers

Sales
Advertising
Promotion
Managers
Managers

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Tourism in India
Promotion
of Tourism
in in India

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Tourism is the largest service industry
in India, with a contribution of 6.23%
to the national GDP 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.

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•  The tourism industry in India generated
about US$100 billion in 2008 and that is
expected to increase to US$275.5 billion by
2018 at a 9.4% annual growth rate. The
Ministry of Tourism is the nodal agency for
the development and promotion of tourism in
India and maintains the "Incredible India"
campaign.

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• The 'Incredible India' campaign, launched
in 2002, was a major initiative by the
Government of India, to promote India as a
tourist destination. The first marketing
initiative of its kind, Incredible India was
conceptualized in 2002 by Ministry of
Tourism.

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• The primary objective of this branding
exercise was to create a distinctive identity
for the country.
• The ‘Incredible India’ campaign is an
integrated marketing communication effort
to support the Indian tourism industry’s
efforts to attract tourists to the country. The
campaign projected India as an attractive
tourist destination by showcasing different
aspects of Indian culture and history like
yoga, spirituality, art & culture, people &
lifestyle, festivals & cuisines, geography &
language etc
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Tools used by Tourism India
• Road Shows
• Mass Media Communication 
• ATITHI DEVO BHAVAH

'Atithi Devo Bhavah' a Social Awareness

Campaign involves Sensitization, Screening,
Induction, Training & Orientation, Certification
and Feedback.

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Questions
(1) This includes any acts or performances offered by one
party to another, that are essentially intangible and where
consumption does not result in any transfer of ownership:

(a)Services
(b)Goods
(c)FMCG
(d)Products

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(2) The role of Customers in the service is known as which
of the following?

(a)Direct Marketing
(b)People Marketing
(c)Reactive Marketing
(d)Interactive Marketing
(e)Selective Marketing

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(3) This is a characteristic of a service, namely that they
do not have physical attributes and so therefore cannot
be perceived by the senses - cannot be tasted, seen,
touched, smelt or possessed:

(a)Inseparability
(b)Intangibility
(c)Perishability
(d)Variability

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(4) Which of the following is the application of marketing
concepts and principles within an organisation?
(a)Internal marketing
(b)Customer service
(c)External marketing
(d)Relationship marketing

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(5) Which of the following is an event that occurs when
a customer interacts directly with a service?
(a)Good usage
(b)Servicescape
(c)Service mix
(d)Service encounter

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(6) Which of the following is an event that occurs when a
customer's expectations of a service encounter are not
met?
(a)Service encounter
(b)Servicescape
(c)Service failure
(d)Service mix

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(7) The intangibility of a service means that it is important
to provide tangible cues for potential customers to deduce
the product quality. This is called:
(a)Physical evidence
(b)People
(c)Processes
(d)Intangiblity

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