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Designing

Communication Mix

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Primary Role of the Service

Communication Mix

Inform(Vodafone)

Persuade(Colgate-AIDA)

Remind(Insurance Companies

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Communication Adding Value to

the customers

By Informing & Consultation ICICI Prudential: Market ki tension nahi lete

Consulting them which scheme is

better

Maintain contact + Update customer data

base = Personalized services

U.S. Pizza

Keep constant touch & increase loyaltyAyurvedic Hospital

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Internal Communication

H.O

Branch A Branch B Branch c

People here are highly diversifiedas well as farthus require a communication

Both the way Up-ward & Down-ward

To share Common goals

Corporate policy changeService delivery pattern change

Schemes changes

Through Intranet, Mails, Newsletters, magazines, Videotapes,

Private corporate television networks

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Challenges of Service Marketing

1. The Biggest Challenge of Services is its

Intangibility

Which CausesGenerality

Non-search ability

Abstractness

Impalpability

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Conti..

Generality: Creating general expectation Think of an Airline

Non-search ability

Hospitals Communication Strategy: Present Customer

Testimonials

Abstractness Service talks about Financial Support, expert advice and has no

link with the personals

Communication Strategy: Display the end benefit Muthoot finances loan against gold

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Conti

Mental Impalpability Services are considered to be Complex, Multi-dimensional & fiction

Karnavati Club

Communication Strategy: Documentary of step-by-step process,

Case history of what firm did for customer

Narration of customers subjective experience

Best way to communicate in services is to show thetangible cuesfor the intangibles Accenture I am your Idea (mirror image)

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Other Challenges

2. Customer Involvement: To succeed Service requires high

involvement of customer

They might be involved but to make it to the right way is very difficult

Communication Strategy:

Instructive communicationEg: White water Rafting

3. Customers evaluation of service offerings Customers might be aware about what the service is but still cannot

differentiate you and your competitors

Then firms need to prove its efficiency

Communication StrategyLike boost about their time of delivery, experience,

punctuality & commitment level

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Conti..

4. Dampen Demand to match capacity Communication Strategy: Inform about the Reduce price in non-peak time

Inform about the Upgraded additional services to thenon-peak time

5. Promote the contribution of personnel Communication Strategy:

Highlight the employee asset

And Commitment of the backstage personnel

Yes Bank Experience our Expertise

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Setting Clear Objectives: Checklist for

Marketing Communications Planning (5 Ws)

Whois our target audience? What do we need to communicate and

achieve?

How should we communicate this?

Whereshould we communicate this? Whendo communications need to take

place?

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Word-of-mouth

(other customers)

Marketing Communications Mix

for Services

PersonalCommunications

Selling

Customer

service

Training

Advertising

Broadcast

Print

Internet

Outdoor

Direct mail

Sales Promotion

Sampling

Coupons

rebate s

Gifts

Prize

promotions

Publicity &Public Relations

Press

releases/kits

Press

conferences

Special

events

Sponsorship

InstructionalMaterials

Web sites

Manuals

Brochures

Video-

audiocassettes

Software

CD-ROM

Voice mail

Signage

Interior decor

Vehicles

Equipment

Stationery

Uniforms

CorporateDesign

Telemarketing

Word ofmouth

Trade Shows,Exhibitions

Media-initiatedcoverage

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Sources of Messages Received

by a Target AudienceMessages originatingwithin the organization

Messages originatingoutside the organization

Front-line staff

Service outlets

AdvertisingSales promotionsDirect marketingPersonal sellingPublic relations

Word of mouth

Media editorial

AUDIEN

CE

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A Service Branding Model:

How Communications + Experience

Create Brand Equity

Firms Presented Brand

(Sales, Advertising, PR)

What Media, Intermediaries,

Word-of-Mouth Say re: Firm

Customers Experience

with Firm

Awareness of

Firms Brand

Meaning Attached

To Firms Brand

Firms

Brand Equity

Marketer-controlled communications

Uncontrolled brand communications

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Effective Communication

Create memorable images of specific companies andtheir brands

Build awareness/interest for unfamiliar service/brand

Build preference by communicating brand strengths andbenefits

Compare service with competitors offerings and countertheir claims

Stimulate demand in off-peak and discourage duringpeak

Encourage trial by offering promotional incentives