Home >> Marketing >> Article

Service marketing – the bigger challenge

02-April-2011
Font Size   16
Service marketing – the bigger challenge

Marketing is the key word in today’s age. And when it came to marketing, the word ‘services’ to a particular sector or a category was almost synonymous, said Arvind Sharma, Chairman, Leo Burnett India, while stressing how service marketing could make a difference to a brand.

Speaking about what service meant in the financial sector, Suresh Mahalingam, MD & CEO, Tata AIG, pointed out, “In this particular sector, services are dependent on just one term and that is called ‘trust’.” He further said that the financial sector was hit the most during the recent slowdown, and according a study done by Accenture, the ‘trust’ factor had diminished among their customers. “Thus, the service here becomes the most critical and challenging task to be provided in marketing,” he pointed out.

For Suresh Kumar, CEO, Fortune Park Hotels Ltd, service was a process and there were intangible and heterogeneous needs of customers. Ashish Bhatia, Regional Director, Fortis Healthcare, noted that the healthcare sector was one of the sectors where marketing was the biggest challenge. However, this sector had not seen much of advertising due to some of the guidelines, morals and ethics that it needed to follow. Bhatia further said that while they were concerned about the health of patients, they also needed to keep an eye on bottomlines, since they were the business too and must look into factors like profits and cost.

Siddharth Roy Kapur, CEO, UTV Motion Pictures, who comes from the content producing sector, felt that every job and product had different categories, with different guidelines to be followed, thus there were different sources of service.

It was concluded that every service was dependent on the promise that was deliverable, and if compared to international markets, an Indian customer had a unique mentality as compared to any developed market customer. And also that the West scored more on the service front, which might be due to the communication that a brand had created for itself in that respective market.

The speakers were at the 11th CII Annual Marketing Summit, hosted in Mumbai on April 1, 2011, which was the second day of the Summit. This edition was chaired by Essar’s Shivnath Thukral.

 

Tags e4m

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

In the same week, in BARC's Top 10 Advertisers FMCG brand Hindustan Lever continued to reign the category

Hero Motocorp remained the leading advertiser followed by AMFI, Honda Motorcycle & Scooter India.

Ali Hussein talks about the platform's consumer engagement strategy, relationships with telco-partners and what made the 40-year-old film company want to march in the OTT space