SERVICES

MARKETING
ASSGINMENT
ON
SERVICE INDUSTRIES

NORTHERN INDIA ENGINEERING

COLLEGE
SUBMITTED TO: SUBMITTED BY :MS. ASHIMA KAPOOR
MANISHA GAUTAM
1

MBA- 3RD SEM (B)

08915603913

(1) HOSPITALITY SERVICES

The concept of hospitality exchange, also known as "accommodation sharing",
"hospitality services" (short "hospex"), and "home stay networks", "home
hospitality" ("hoho"), refers to centrally organized social networks of individuals,
generally travelers, who offer or seek accommodation without monetary exchange.
These services generally connect users via the internet.
In 1949 Bob Luitweiler founded the first hospitality service called Servas Open
Doors as a cross-national, nonprofit, volunteer-run organization advocating
interracial and international peace. In 1965 John Wilcock set up the Traveler's
Directory as a listing of his friends willing to host each other when traveling. In
1988, Joy Lily rescued the organization from imminent shutdown, forming
Hospitality Exchange. In 1970 U.S. President Jimmy Carter announced the
formation of Friendship Force International, which has chapters in 57 countries
today. In 2000 Veit Kuhne founded Hospitality Club, the first such Internet-based
hospitality service. In 2004, Casey Fenton started Couch Surfing, which is now the
largest hospitality exchange organization.

HYATT
We are a global hospitality company with widely recognized, industry leading
brands and a tradition of innovation developed over our more than fifty-year
history. Our mission is to provide authentic hospitality by making a difference in
the lives of the people we touch every day. We focus on this mission in pursuit of
our goal of becoming the most preferred brand in each segment that we serve for
our associates, guests, and owners. We support our mission and goal by adhering to
a
set
of
core
values
that
characterizes
our
culture.
We manage, franchise, own and develop Hyatt branded hotels, resorts and
residential and vacation ownership properties around the world. As of December
31, 2013, the company's worldwide portfolio consisted of 549 properties.

Global Market; Headquartered In Chicago

Marketing strategy is designed to secure and build brand value.
A recent independent survey of key account customers conducted by Maritz
Research identified Hyatt as the Best Hotel Brand based on relationships with
WWSF (Worldwide Sales Force) and NSF (National Sales Force).

MARKET SEGMENTATION
Building and differentiating the brand position of Hyatt and sub-brands is
fundamental to increasing Hyatts brand preference and demand.
Targeted higher class worldwide with excellent ability to retain customers.

PRODUCT
Rooms, Restaurants, Swimming Pool, Gym, Tennis Court, Jacuzzi (in short All
Services).

PRICING
Room Pricing Changes on daily basis. (No Tariff Card)
Always keep keen look on Competitors.
Often, paying a higher price makes a customer more satisfied. Price is often
considered a proxy for quality and vice-versa.

PROMOTION
Hyatt Gold Passport Membership Programme has been an asset in aspects
of retaining customers.
New Promotional Offer: Book for 2 Room Nights and get 3rd Room Night
free.
Provide special rates including room charges, breakfast, and internet.

HYATT BRANDS

PARK HYATT
ANDAZ
GRAND HYATT
HYATT REGENCY
HYATT PLACE

 HYATT SUMMER FIELD SUITES

HYATT RESORTS
HYATT CLUB

(2) AIRLINES
An airline is
a
company
that
provides air
transport
services for traveling passengers and
freight.
Airlines lease or
own
their aircraft with
which
to
supply
these
services
and
may
form partnerships or alliances with other airlines for mutual benefit. Generally,
airline companies are recognized with an air operating certificate or license
issued by a governmental aviation body.
Airlines vary from those with a single aircraft carrying mail or cargo, through
full-service international airlines operating hundreds of aircraft. Airline services
can be categorized as being intercontinental, intra-continental, domestic,
regional, or international, and may be operated as scheduled services or
charters.

JET AIRWAYS
Started by Naresh Goyal as Air Taxi Operator in April 1992
Started Indian commercial airline operations on 5 May 1993 with a fleet of
four leased Boeing 737-300 aircraft
Scheduled airline status was granted on 4 January 1995
Initial investment of US$10 million
80%of its stake controlled by Naresh Goyal
Jets parent company, Tail Winds Ltd.

Began international operations to Sri Lanka in March 2004.

Jet, is headquarters in Mumbai, India

Current Service Offerings

Jet Konnect
Launched on 8 May 2009 to close down loss making routes
Divert planes to more profitable routes with higher passenger load
factors.
6

 Started 54 flights a week, rose to 125 flights, target of 160 flights a

week
Jet Escapes
A holiday package to a particular destination
Option to earn JPMiles on each holiday availed
Jet Mobile
Access information such as flight status, schedules, set alerts or
automatically receive flight delay messages
Request for your Jet Privilege account details
Search for the lowest fares on Jet Airways
Jet Viva
Interaction forum for women travelers
Modern fashion trends, spa getaways, high end cosmetics
4PS
Product
Airline service travel
Price
Discounted fare for senior citizens, defense personnel
Economy & Club Premiere Fare
Advance Passenger Excursion
Place
Place of Service Aircraft
Various Airports Jet lounge
7

Promotion
Companion Free Offer, Concessional fares
Jet Privilege frequent-flier programmed
Jet Airways Citibank Credit Cards
Corporate Deal Offers
Festival specials, Student specials
Advertising and Branding
Hoardings and advertisements
Brand Ambassadors
Sponsorships
Event Organization

(3) TOURISM SERVICES

Tourism is the travel for recreation, leisure, religious, family business purposes,
usually of a limited duration. Tourism is commonly associated with trans-national
travel, but may also refer to travel to another location within the same country. The
World defines tourists as people "traveling to and staying in places outside their
usual environment for not more than one consecutive year for leisure, business and
other purposes".
Tourism has become a popular global leisure activity. Tourism can be domestic or
international, and international tourism has both incoming and outgoing
implications on a country's balance of payments. Today, tourism is a major source
of income for many countries, and affects the economy of both the source and host
countries, in some cases it is of vital importance.

COX & KINGS

Marketing Mix Cox and Kings
PRODUCT
Tourism service is the combination of tangible and intangible elements. The tourism product,
which is mainly the destination, can only be experienced. The views of the location travel to
the destination, the accommodation and facility as well as the entertainment at the destination
all form the tourism product
Components of Tours as a Product.

Sr.No.

BENEFIT

MEANING

WITH RESPECT TO THE

TRAVEL AND TOURISM

INDUSTRY
The fundamental benefit or
service that the customer isTraveling.
buying.

CORE BENEFIT

BASIC PRODUCT Basic, functional attributes. Ticketing, hotel reservation.

EXPECTED
PRODUCT

Set of attributes/conditionsCustomer friendliness, good

the buyer normally expects. food.

AUGMENTED
PRODUCT

That
meets
thePrompt services, comfortable
customers
desiresand
convenient
trip,
beyond expectations.
spectacular sights, and music.

POTENTIAL
PRODUCT

Totally
customized
tour
The possible evolution to
packages, A grade service at
distinguish the offer.
every stage.

COX AND KINGS also offers a variety of tours which include tours for families with kids, tours
for senior citizens, tours for Marathi people, and tours for Gujarati people.
PRICE
Pricing in tourism is a complex process. Pricing includes the prices of other services like
Airtravel, Bus, Railways, Hotels, etc. All are included in tourism package. Pricing also
depends on the Geographic location of the destination.
Pricing also depends on Seasonality. Seasonality is the most important factor in pricing. To
match demand and supply tourist managers try to get either discount COX AND KINGS does
not believe that the customer should pay a premium for excellent service and outstanding
holidays. It is their policy to keep the prices as low as possible that is they follow Low Price
Policy.
PLACE

10

Different distribution strategies are selected to reflect the companys overall objectives.
Tours as a product is distributed as a travel. Internet is also used widely. The middleman may be
tour operators, who buy tours in bulk and make them available to travel agents who are retailers.
Almost same distribution strategies are used by COX AND KINGS also. They too have wide
spread offices all over the country and their own website from where direct booking can be done.
PROMOTION
Advertising and sales promotion in Tourism is very effective when supplemented by publicity
and personal selling. Public or PR (Public Relation) plays an important role in tourism. It is also
through recommendation of friends and relatives which is itself a biggest promotion.
Word-of-mouth is a very important tool of promotion in tourism. Research shows that about 80%
of the tourist visited different places on the persuasion of their friends and relatives and also their
own judgments. One can see a clear domination by global and Multi-National tour operators.
Kuoni Travel (India) was the top advertiser in this category commanding a 10% share..
COX AND KINGS advertises in newspapers. It also has a tie up with leading publications for
features on travel, which appear once a week.
PEOPLE
It plays a most important part in tourism. In people, local people are very important, that how
they treat tourist. The travel agents, guides, staff, sales staff, etc of company they are the people.
Travel Company also like Railways, Air, etc. is included in people.SOTC
Kuoni group (India) employs 2900 employees through its 347 offices and caters to 3 million
customers. SITA alone enjoys loyalty of its 2, 00,000 Indian customers.
COX AND KINGS employs 2600 employees it has 13 offices in India and a network of over 500
GSAs across the country (general sales agent).

PROCESS
The operation process of the COX AND KINGS is given in the form of sequential steps involved
in the delivery of the tours as a product.
Provision of travel information The information regarding the travel is provided at a
convenient location where the potential tourist seeks clarification about their proposed tour.
11

COX AND KINGS provides information through its website, newspaper ads and in
It has fixed itineraries the customer can cancel the visit but it will not be replaced by any other
place.
Liaison with providers of services Before any form of travel is sold over the counter to a
customer; contracts have to be entered with the providers of various services including
transportation companies, hotel accommodation, coaches for local sightseeing etc.
COX AND KINGS a has tie-ups with various 5-star hotels across the country.
Planning and costing tours Once the contracts and arrangements are entered into, then the task
of planning and costing the tour, this will depend on the tour selected as well as
COX AND KINGS follows a low price policy that is they fix the tour price as low as possible.
Ticketing The computerized reservation system has in recent years revolutionized the
reservation system for both rail and air travel.
COX AND KINGS book tours, air and rail tickets through their online access system.
Provision of foreign currency and insuranceIn case of foreign travel the final task provide
foreign currency as well as insurance.
COX AND KINGS provides its customers with foreign currency and travel insurance.
PHYSICAL EVIDENCE
The tourist attraction, which is an expensive for the customer must be tangibilized with the help
of tangible items like, comfortable seats while traveling, layout, and design of the resort,
natural service, etc. the sign posts that indicate directions, route maps, information regarding
rules and regulations of the tourist spot and the sign regarding the public utilities like toilets,
telephone booth also form a part of the physical evidence. Printed matters such as brochures
also play an important role in the development of tourism. As the product, in tourism is
intangible.
COX AND KINGS also provides its customers with a detailed brochure of the tour.

(4) HEALTH CARE & WELLNESS

Health care (or healthcare) is the diagnosis, treatment, and prevention of disease,
illness, injury, and other physical and mental impairments in human beings. Health
care
is
delivered
by
practitioners
in allied
12

health, dentistry, midwifery (obstetrics),medicine, nursing, optometry, pharmacy,

psychology and other health professions. It refers to the work done in
providing primary care, secondary care, and tertiary care, as well as in public
health.
Access to health care varies across countries, groups, and individuals, largely
influenced by social and economic conditions as well as the health policies in
place. Countries and jurisdictions have different policies and plans in relation to
the personal and population-based health care goals within their societies. Systems
are organizations established to meet the health needs of target populations. Their
exact configuration varies between national and sub national entities. In some
countries and jurisdictions, health care planning is distributed among market
participants, whereas in others, planning occurs more centrally among
governments or other coordinating bodies. In all cases, according to the World
Health Organization(WHO), a well-functioning health care system requires a
robust financing mechanism; a well-trained and adequately-paid workforce;
reliable information on which to base decisions and policies; and well
maintained health facilities and logistics to deliver quality medicines and
technologies.

APOLLO HOSPITAL
Apollo Hospitals is an Indian hospital chain based in Chennai, India. It was
founded by Dr Prathap C. Reddy in 1983 and has hospitals in India, Sri
13

Lanka,Bangladesh, Ghana, Nigeria, Mauritius, Qatar, Oman and Kuwait. Several

of the group's hospitals have been among the first in India to receive
international by America-based Joint Commission International (JCI).
The group has developed services in telemedicine, after starting a pilot project in
2000 in Pratap Reddy's home village. It is now the largest telemedicine provider in
India with 71 centers. The success of Apollo Hospitals has made it a topic
for Harvard Business School case study.

MARKETIN MIX OF APOLLO HOSPITAL

Product: - Apollo hospital provides quality healthcare services with more than 53
branches across the country. Prominently Apollo is known best for heart problems
and Knee and Hip replacement surgeries besides other major ailments. The
specialties include Heart, Orthopedics, Spine, Cancer Care, Gastroenterology,
Neurosciences, and Nephrology & Urology Critical Care.

Price: - The hospital is priced premium and it can afford to do the same because of
its positioning and its assurance as well as the reliability on the brand of Apollo
hospitals. Along with it, it also helps that there are so many locations and
specialties in Apollo hospitals. Thus a patient is reassured of his well being.

Place: - Apollo Hospitals has around 8500 beds across 53 hospitals in India and
overseas. It is located in 15 different places across India which include
Ahmadabad, Aragonda, Bangalore, Bhubaneswar, Bilaspur, Chennai, Delhi,
Hyderabad, Kakinata, Kolkata, Madurai, Mauritius, Mysore Noida
.

14

Promotions: - Apollo promotes itself through the Community Initiatives viz

SACH Save a Childs Heart

CURE Extends preventive as well as rehabilitative cancer treatment to the
economically backward.

SAHI Society to Aid the Hearing Impaired

DISHA Distance Health care Advancement Project

Other Services offered by Apollo:

-Apollo Pharmacy Apollo Pharmacy operates round the clock catering to all your
medicine needs.
-Caf Apollo Caf Apollo is a sit down dining facility of the hospital. It offers a
wide selection of snacks and a variety of meals.
-Apollo Food Plaza There is food facility located in the atrium of the hospital
serving a delightful array of delicacies. Timings: 8.00am - 9:00pm
-Fast Food Cafe For the convenience of ICU attendants there is a 24 hours cafe in
the ICU lobby.
-Gift Shop The Gift Shop carries a wide range of gifts including Confectionery,
Cards, Books, Newspapers, Magazines and other novelties.

15

(5) BANKING & INSURANCE SERVICES

The bank insurance model (BIM), also sometimes known as bancassurance, is the
partnership or relationship between a bank and an insurance company whereby the
insurance company uses the bank sales channel in order to sell insurance products,
an arrangement in which a bank and an insurance company form a partnership so
that the insurance company can sell its products to the bank's client base.
BIM allows the insurance company to maintain smaller direct sales teams as their
products are sold through the bank to bank customers by bank staff and employees
as well.
Bank staff and tellers, rather than an insurance salesperson, become the point of
sale and point of contact for the customer. Bank staff are advised and supported by
the insurance company through product information, marketing campaigns and
sales training.
The bank and the insurance company share the commission. Insurance policies are
processed and administered by the insurance company.
This partnership arrangement can be profitable for both companies. Banks can earn
additional revenue by selling the insurance products, while insurance companies
are able to expand their customer base without having to expand their sales forces
or pay commissions to insurance agents or brokers.

16

ICICI BANK
MARKETING MIX
PRODUCT MIX
1. DEPOSITS
2. INVESTMENTS
3. ANYWHERE BANKING .
4. LOAN
5. CARDS
6. DEMAT SERVICES
7. MOBILE BANKING
8. NRI SERVICES
PRICING MIX
The pricing decisions or the decisions related to interest and fee or commission charged by banks
are found instrumental in motivating or influencing the target market.
The RBI and the IBA are concerned with regulations. The rate of interest is regulated by the RBI
and other charges are controlled by IBA.The pricing policy of a bank is considered important for
raising the number of customers vis--vis the accretion of deposits. Also the quality of service
provided has direct relationship with the fees charged. Thus while deciding the price mix
customer services rank the top position.The banking organizations are required to frame twofold strategies. First, the strategy is concerned with interest and fee charged and the second
17

strategy is related to the interest paid. Since both the strategies throw a vice- versa impact, it is
important that banks attempt to establish a correlation between two. It is essential that both the
buyers as well as the sellers have feeling of winning.
PLACE
This component of marketing mix is related to the offering of services. The services are sold
through the branches.
The 2 important decision making areas are: making available the promised services to the
ultimate users and selecting a suitable place for bank branches.
The number of branches OF ICICI: 1900 in India and 33 in Mumbai.
LOCATION OF BRANCH: Shivam Shopping Centre, S.V.Road,Opp. New Era Cinema, Malad
(W), Mumbai.MUMBAI , 400064.
LOCATION OF ATMS:

Malad subway

With branch

Mindspace

Orlem

Raheja township

PROMOTION MIX

18

Advertising: Television, radio, movies, theatres

Print media: hoardings, newspaper, magazines

Publicity: road shows, campus visits, sandwich man, Sponsorship

Sales promotion: gifts, discount and commission, incentives, etc.

Personal selling: Cross-sale (selling at competitors place),personalized service

Telemarketing: ICICI one source Call center (mind space)

PROCESS
Flow of activities: all the major activities of ICICI banks follow RBI guidelines. There has to be
adherence to certain rules and principles in the banking operations. The activities have been
segregated into various departments accordingly.
Standardization: ICICI bank has got standardized procedures got typical transactions. In fact
not only all the branches of a single-bank, but all the banks have some standardization in them.
This is because of the rules they are subject to. Besides this, each of the banks has its standard
forms, documentations etc. Standardization saves a lot of time behind individual transaction.

Customization: There are specialty counters at each branch to deal with customers of a
particular scheme. Besides this the customers can select their deposit period among the available
alternatives.
Number of steps: numbers of steps are usually specified and a specific pattern is followed to
minimize time taken.
Simplicity: in ICICI banks various functions are segregated. Separate counters exist with clear
indication. Thus a customer wanting to deposit money goes to deposits counter and does not
mingle elsewhere. This makes procedures not only simple but consume less time. Besides
instruction boards in national boards in national and regional language help the customers
further.
Customer involvement: ATM does not involve any bank employees. Besides, during usual bank
transactions, there is definite customer involvement at some or the other place because of the
money matters and signature requires.
PHYSICAL EVIDENCES
Physical evidence is the material part of a service. Strictly speaking there are no physical
attributes to a service, so a consumer tends to rely on material cues. There are many examples of
physical evidence, including some of the following:

19

Internet/web pages

Paperwork

Brochures

Furnishings

Business cards

The building itself (such as prestigious offices or scenic headquarters)

The physical evidences also include signage, reports, punch lines, other tangibles,
employees dress code etc.

THE PEOPLE
All people directly or indirectly involved in the consumption of banking services are an
important part of the extended marketing mix. Knowledge Workers, Employees, Management
and other Consumers often add significant value to the total product or service offering. It is the
employees of a bank which represent the organisation to its customers.
In a bank organization, employees are essentially the contact personnel with customer. Therefore,
an employee plays an important role in the marketing operations of a service organisation.

20