INTRODUCTION
Indian postal service operated by government
of India
Founded on 1 April 1854
Indian Postal Service had 1, 54,866 Post
Offices
1,39,040 were in rural areas
15,826 in urban areas.
INDIAN POST CARDSReliving Indian History
INDIAN POST REACH
https://www.indiapost.gov.in/VAS/DOP_PDFFiles/Project_Arrow.pdf
MODERNIZATION
CASE ANALYSIS(Indian Post)
Familiarities Reliable, Oldest, Cheap, Network, Largest in world,
Reach
Symptoms Sales Stagnant, Low Growth
Analysis Not scalable,
No customer support and Timeliness of delivery,
Better Service offered by competitors,
Unorganized players
Problem Unchanged Working culture,
Sluggishness,
Electronic Alternative,
Technology
Synthesis Job Rotation Policy,
Soft Skill Training,
Infrastructure,
Adequate Promotions,
Tie-ups
SERVICES
SERVICES OFFERED
MAIL SERVICE
PREMIUM
SERVICE
FINANCIAL
SERVICES
RETAIL SERVICES
SERVICE MIX
PEOPLE
• Strength - 460,457
• The chief administrator - postmaster
• Training
TRAVEL TO POST OFFICE
WEIGHING, BILLING AND
TAKING POSSESSION OF
PARCEL
LEAVES THE POST
OFFICE
TRACKS THE
PARCEL ONLINE
OFFICE PROCESSES THE PARCEL AND
DELIVER
DELIVERY TO THE
DESTINATION
PROCESS
PHYSICAL EVIDENCE
• Post office exterior
• Website
• Desk & registration (Register counter, Billing counter, Stamp counter)
SEC MODEL
SEARCH EXPERIENCE CREDENCE
•Customer service•Staff courtesy•Claims settlement • Benefit of Integrated Platform
COMPANY
INTERNALMARKETING
CUSTOMERSEMPLOYEES
EXTERNALMARKETING
INTERACTIVE MARKETING
Service Marketing Triangle
Improved ergonomics & working conditions
Internal Marketing ( Company to Employees)• Training of Employees
• Postmen are being trained in ecommerce
• Postmen greets people with smile
• Post office employees are trained to be in sync with latest technology
External Marketing ( Company to Customers)• Alerting Customers about Status of their Parcels (online,sms)
• Booking Orders Online
• Core Banking System & Kishan Vikas Patrika (for Banking)
• Managing of Government Schemes – Beti Bachao Beti Padhao campaign,Sukanya Samriddhi Accounts
• Interactive and informative website www.indiapost.gov.in
• Retail network of 1.54 lakh registered offices in India
SERVICES MARKETING
SERVICES MARKETING
• INTERACTIVE MARKETING Orientation programs to train company
personnel Customer Orientation programs to postal
assistants thus ensuring effective & prompt service
Business Orientation Programs to Marketing executives
INDIAN POSTAL SERVICES - BLUEPRINTPhysical Evidence
POSTOFFICE EXTERIOR
REGISTERCOUNTER
REGISTERCOUNTER
REGISTER COUNTER
BILLING COUNTER
BILLING COUNTER
STAMPCOUNTER
STAMPCOUNTER
FINAL DELIVERY
Customer Action
ARRIVE AT POST OFFICE
GO TO ORDERCOUNTER
ASK FOR DRAFT
RECIVE FILL FORM
RETURNFILED FORM
BILL RECIVED BY CUSTOMER
TAKE COVERPUT DRAFT
SUBMIT TO COUNTER
DELIVER TO ADDRESSPERSON
ON STAGECONTACT
BACK STAGECONTACT
SUPPORT PROCESS
CO
NTA
CT
PER
SON PO give form
to fillCOMPUTER ENTRYAND PROVIDES BILL
RECIVE & DRAFT
FORWARDED TO
POSTMAN
COLLECTED BY
POSTMAN
POST FORWARDED TO
REGIONAL STATIONS
POST COLLECTED
AT REGIONAL CENTRES
FORWARDEDTO
ADDRESS PO
Line of Interaction
Line of Visibility
Line of Internal Interaction
IN LOCAL AREA
IN OUT CITY
REFRENCE
• https://www.indiapost.gov.in/VAS/Pages/AboutUs/AboutUs.aspx
• http://www.dnaindia.com/academy/report-india-post-in-for-a-planned-make-over-2039310
• http://www.paarami.com/digital-marketing-promote-government-india-scheme/