Presentation on Service Product

Prepared by: Nitin Gajera

Roll No: 12
Service Marketing
Submitted to: Monarch Joshi
 What do you mean by a service product?

• Service : An Economic activity offered by one

party to another , typically without transfer of
ownership, creating value from rental of, or access
to goods, labour, professional skills, facilities,
networks or systems , singly or in combination.

• Service product comprises all the elements of the

service performance both tangible & intangible
that create value for another.
 Development of New Service
Hierarchy of New Service Category

• Major Service Innovation

• Major Process Innovation
• Product – line innovation
• Process – line Innovation
• Supplementary service Innovation
• Service Improvement
• Style Change
•Service product lie at the heart of a firm’s
marketing strategy.

•Service product consist of a core product that

responds to the customers’ primary need and an
array of supplementary service.

•Elements that help customers to use the core

product effectively as well as adding value
through welcomed enhancement
 The Flower Of Service
• Facilitating Service
1. information
2. Order taking
3. Billing
4. Payment

• Enhancing Service
1. Consultation
2. Hospitality
3. Safekeeping
4. Exception
 Reengineering service product
• Reengineering involves analyzing and
redesigning processes to achieve faster and
better performance to reduce overall process
time , identify each step , measure how long it
takes , look for opportunities to speed it up
and cut out dead time.
 Alternative Service Concepts for Meal Delivery

• Fast – Food Restaurant (Eat in)

See Sign: Park and Review Pick Find Clear
Drive into Enter Menu, Order up Table Table &
Parking lot Restaurant Meal & Pay Meal and Eat Leave

• Drive-in Restaurant (Take out)

See Sign: Stop Car at Order via Drive to Pickup Drive Away
Drive into Order Point; Microphone Window ; Take and Eat Later
Parking lot Review Menu Meal & Pay
 • Home Delivery
Telephone Discuss Menu, Driver Rings Pay Driver, Eat
Restaurant Order Food, and Doorbell Take Food
Give Address

• Home Catering

Eat
Telephone Meet to Caterer Meal is Eat Caterer
Caterer; Plan Arrives with Prepared Cleans up;
Set Meal; Food and and Pay Balance
Meeting Pay Deposit Other Staff Served Due