FORMULATING SERVICE MARKETING STRATEGY FOR EDUCATION SERVICE SECTOR.ppt

PREPARED BY :- ARUN

SAVIN

JEFFERY

SAGAR

Introduction Services marketing is a sub field of marketing, which

can be split into the two main areas of goods marketing (which includes the marketing of fast moving consumer goods (FMCG) and durables) and services marketing. Services marketing typically refers to both business to consumer (B2C) and business to business (B2B) services, and includes marketing of services like telecommunications services, financial services, all types of hospitality services, car rental services, air travel, health care services and professional services. The range of approaches and expressions of a marketing idea developed with the hope that it be effective in conveying the ideas to the diverse population of people who receive it.

IntroductionEducation in India is provided by the public sector as

well as the private sector, with control and funding coming from three levels: central, state, and local. Taxila was the earliest recorded centre of higher learning in India from at least 5th century BCE and it is debatable whether it could be regarded a university or not. The Nalanda University was the oldest university-system of education in the world in the modern sense of university.[2] Western education became ingrained into Indian society with the establishment of the British Raj.

Education in India falls under the control of both the Union Government and the states, with some responsibilities lying with the Union and the states having autonomy for others. The various articles of the Indian Constitution provide for education as a fundamental right. Most universities in India are controlled by the Union or the State Government.

EducationMarketing strategies Advertising Media Non Media Advertisements

Advertising Media – newspaper advertisements are published through out the year.

Photostat copies of our latest advertisements published in the leading newspapers can be produced if required

Internet promotions and queries through our websites

Non Media Advertisements – by organizing seminars in different schools and college to promote Education Overseas

Advertising In leading magazinesRadio AdvertisingBy spreading pamphlets and Banners

etc.

Components of a Service Marketing StrategyThere are four central components of a

service marketing strategy.1. Target market segmentation2. Differential advantage3. Operating strategy4. Service marketing mix

Target market segmentationThis entails breaking down the potential market

into segments;

* Matching the customer needs and price sensitivity* Choose the most attractive segment by its size, average profit and will it fit into the firms capabilities.* Research the latent wants of customers and identify the problems they face i.e. good quality service, and how well are your competitors servicing the expectations of customers.

Differential advantageAfter defining the market, a positional

concept has to be created. The concept should be based on the most important attribute the customer will acknowledge the difference immediately from your competitor. For example Outsurance - "you will always get something out" or KFC 'Its finger licking good" or a simple one "customer satisfaction'.The concept should have sustainability as services are easily copied and improved by stronger firms.

Operating strategyThis should transform a marketing

opportunity into high performance for the firm. A few points to consider;

* Search for value-cost leverage - maximise the offering and the cost in providing the service* Develop the design for service delivery* Create a strategy system that integrates the delivery system and the positioning strategy* Create a central vision with employees to build performance quality

Service marketing mix Product

Services are intangible, therefore is often difficult to understand the service being offered and the quality of service in advance. An effective way to generate confidence is to highlight the tangible aspects such as friendly staff and atmosphere. The contact personnel should look right and reflect the image of the firm.

PricePrice plays a psychological and economic role. The former is used as a cue for quality and the latter firms revenue and profits.Most markets are highly segmented by price as the airlines will charge different rates depending on the time of day and the time of booking.

PromotionIntangibles are difficult to advertise. The one solution is to choose symbols and tangibles so the customer will associate with the characteristics of the service

Services which can be Provided1. I think more access to education at a basic level is

important. We need to ensure all children (and unschooled adults) can be educated. Setting up more schools in rural areas, spreading awareness in urban areas about the importance of having at least a basic knowledge, would go a long way. I acknowledge this does not directly answer your question, but I'd like to take a broader perspective.

2. Having more high level educational institutions and employment of better teachers. We do have a whole plethora of colleges, but the standards are far from uniform. I apparently went to one of the best law colleges in the country, and I must have attended about 10 lectures in 3 years. I would have attended if I had seen any worth in it but instead I worked at a law firm and got a practical understanding of things. The teachers were a horror. Having more colleges would decrease the pressure on kids to gun for the big marks.

3, For professional or graduate level studies, it may be useful to mandate internships and include assessments from employers as a part of the overall marking of a student. This would help to ascertain whether a student actually has the requisite skills or has just learned up his entire text book and vomited it out on to the paper.

4. Acknowledge that having a fancy degree or incredibly high marks is not indicative of self worth. This is something I don't say to my friends because I was one of those kids who studied just about enough, didn't really extend myself, but still did absurdly (embarrassingly) well. But my parents didn't care much. They just wanted me to have fun, learn because I liked to learn and play when I felt like it. My dad always told me - "what's the worst that can happen? You'll fail. f you do, we're here for you and we'll figure something out".  So since my parents did not pressure me, I was a brilliant student. I didn't learn by rote but learned the principles - because it was fun! Also, my most financially successful friends are college dropouts/ non intellectuals, who have fantastic enviable fulfilling lives. If people acknowledged there was another way, they would pursue things of their interest. Not try and cram themselves into things they didn't care about and follow their vocations. How does this help the education system in general? People wouldn't crowd "popular streams" out of some kind of fear psychosis therefore letting people who actually enjoy the field of study get a chance. And the others follow their dreams, A win-win, if you ask me.

5. Providing scholarships. A lot of students are discouraged because they do not have the financial capabilities to pay for higher education. This would help deserving students actually pursue what they want to do.

6. Revamping the standards of the texts. Recently there were news reports about a science text book explaining how eating meat makes you violent or some such rubbish. Though it has been years since I've studied science and I am not too well versed with the latest happenings in the scientific field, I doubt eating meat turns the mild mannered into the incredibly hulk. This is TERRIBLE!

Thank You