Assignment for Services Marketing Take an MNC service company and write in depth about the following topics

related to that company 1) Pricing AIRTEL has realised that the Indian market is price sens itive. Therefore it c a r e o f t h e h a s c o m e u p w i t h v a r i o u s i n n o v a t i v e tariff schemes to take needs of different category of customers-Generally, the cellular services are more expensive than the landline based telephone services. This is due to the reason that the o p e r a t i n g c o m p a n i e s a r e r e q u i r e d t o p a y a f e e t o t h e government for using airtime. 2) Product Airtel Prepaid, postpaid, VAS etc 3) Place Customer care centers, outlets, paan shops, grocery stores etc 4) Promotion activities Large scale print and video advertising. Roped celebrities like SRK, sachin, ARR. 6) Process Process to avail service is easy; customer care number is 121 which can be dialed from anywhere in India 7) Segmentation Segmentation is very important because of the better predictability of the target consumer group and to design the proper marketing mix strategy. On the basis of Geographic variables:Region wise :East Region (West Bengal, Assam, Arunachal Pradesh etc)West Region (Gujarat, Rajasthan, Maharashtra etc)South Region (Andhra Pradesh, Karnataka, Kerala etc)North Region (Punjab, Haryana, Himachal Pradesh etc)Central Region (Madhya Pradesh, Chhattisgarh, Jharkhandetc)

Density of area : Urban (Cities Such As Mumbai, Delhi, Pune, Jaipur etc)Semi-urban (Nasik, Aurangabad, Ahemadnagar etc)Rural (Baramati, Khed, Saswad etc)

On the basis Demographic variables:-

Age :1) From age group 18 to 35 :As most of the people start using a mobile from the age of 18 sowe may make a segment of a age group 18 to 35 as most of thewill be students and remaining will be freshers working in theindustry. So they need SMS plans for chatting and they also needcheap calling rates. We may provide the FRINDZ card to them 2) 35 and above : As most of these group will be working and dont use mobile for SMS and chatting. So this group needs only the calling facility ata reasonable rate. This Group may continue using the generalplan. Income PREPAID & POSTPAID :Generally the mobile service providers plan their marketingstrategies according to the prepaid market and postpaid market. So itis basically depends upon the income of the consumer that whetherhe selects the prepaid or postpaid.Generally the consumers with low income choose prepaid andconsumers with high income choose postpaid.

On the basis of Behavioral variables Brand Loyalty :We can also segment it on the basis of the loyal customers andnon loyal customers of the brand.We can provide various schemes and offers to the loyalcustomers to retain him with our product.

8) Target market Airtel has targeted the premium and upper middle class. The r a t i o n a l e b e h i n d i t i s t h a t o n l y t h o s e s e g m e n t s s h o u l d b e targeted who

value time and have the paying capacity. It is also started targeting the youth now and also planning to target the business tourists during their stay in the capital

9) Positioning Strategies used The product is sought to be positioned as a business efficiency tool. A lifestyle revolution and a status symbol the emphasis is to remove misconception that the cellphone is an expensive means of communication and drive home the point that the cellphone is actually a day-to-day utility 10) Service design elements 11) Types of que applicable Network strength