SERVICES MARKETING

VIKASH GUPTA

MBA PART-2

2224
Introduction

Ethernet Xpress Pt. Ltd. is a leading broadband provider in Goa, India. Broadband is a high-speed
Internet connection that is constant. Broadband has emerged as a major step in Internet evolution.
Broadband is defined as an all-rounder as it includes high speed internet, voice, data and video
services. The technologies or modes of high-speed internet broadband are Cable, Fibre, Digital
subscriber line, Wireless, Satellite and Broadband over power lines. * +. Broadband has also
provided various benefits such as improved living conditions as there has been an increased in wide
variety of services, economic benefits such as making the community economically more self-
sufficient as they can access E-commerce and E-health for their basic or local needs. Broadband also
benefits in E-learning, E-business, E-government and in telecommunications and entertainment. &

Ethernet Xpress was established in 2007 in Alto Perform, Goa. It has been running for more than 15
years to provide Goa with fast, secure and reliable internet services. They have a dedicated team of
250+ professionals and 25,000+ personal users and 500+ corporates. Ethernet offers a cutting-edge
digital experience that connects residents and businesses to the world of Internet with high-speed
connectivity. With a commitment to deliver reliable and lightning-fast internet solutions and in
creating a ‘Digital India’ Ethernet Xpress emerges as a prominent player in the Goan
telecommunications industry. Ethernet enjoys leverage with its advanced infrastructure and
customer-focused approach, the company also strives to redefine the way Goa experiences the
online realm, whether it's streaming, online collaboration, or staying connected with the loved ones.
Ethernet Xpress is deeply committed in enhancing the digital experiences of individuals and
empowering businesses with the tools & resources they need to thrive in the modern age.

7 P’s

Product:

 Ethernet offers high-speed broadband internet connectivity to residential and business

customers in Goa.
 They provide various broadband plans with different speed options to cater to different
usage needs.
 Additional services like Wi-Fi router and customer support along with subscriptions of
various OTT platforms is given to the subscribers.

2. Price:

 Ethernet pricing model is based on a tiered approach, they offer different broadband plans
at various prices.
 Prices vary based on the speed of the connection, data limits, and additional features.
 Competitive pricing strategies is used to attract customers in the local market.

3. Place:
  Ethernet's service coverage includes strategically selected areas across Goa, ensuring
coverage in both urban and suburban locations.
 Physical retail outlets & service centres are present for customer inquiries and support at
four different locations.

4. Promotion:

 Ethernet promotes its services through online and offline channels, including social media,
local advertising, and partnerships.
 Special promotions like discounted installation fees and bundled services are targeted to
attract new customers.

5. People:

 The customer service team plays a critical role in delivering a positive experience to
subscribers.
 Well-trained support staff assist subscribers with technical issues, billing inquiries, and
service activation.

6. Process:

 Ethernet follows a streamlined process for service installation, activation, and

troubleshooting.
 The installation process is efficient and customer-friendly to minimize downtime for
customers.

7. Physical Evidence:

 The physical evidence includes the quality of equipment provided such as Wi-Fi routers &
modems, installation materials, and service reliability.
 Well-maintained infrastructure and consistent network performance contribute to positive
physical evidence.

7 P's Analysis

1. Product
Ethernet Xpress’s product offering is providing broadband services in Goa. As a
broadband provider Ethernet’s core service is providing high speed Internet. Ethernet
being a prominent player in the telecom industry understands the diverse needs of both
residentials and business customers and thus thoughtfully designs its product offering
catering to both needs. The company also recognizes diversity of needs and hence uses
a customer centric approach by providing customers with plans according to their
internet needs. The customer can choose the plan he requires and the services of
Ethernet Xpress. Along with core service Ethernet Xpress offers supplementary services
 such as Wi-Fi router & its installation, customer support, advanced security solutions,
parental control, online storage etc. Ethernet also provides calling and Over the top
(OTT) platforms subscriptions as a part of supplementary services. By providing high
speed internet, customer support, subscription of Disney+ Hotstsar, Sony Liv, Amazon
Prime etc reflects their commitment to enhance customer value and experience.

2. Price
Ethernet Xpress employs tiered pricing model to offer a range of broadband plans to its
customers in Goa. The plans are dynamic on the basis of internet speed, data limits and
other additional features. This approach recognizes the diversity among the customers,
and allows the individuals and businesses to select plans that suit their budgets and
usage preferences. The pricing of Ethernet provides value to its customers with various
plans. The price of service offered to Ethernet’s customers is created on the basis of
internet speed, data limit, type of pack and other extra features. They have four
different types of packs offered in two categories viz Data + Voice and Data + Voice +
OTT. The packs offered are Starter, Standard, Premium and Super, these packs are
further divided into monthly, quarterly, half yearly and yearly. The packs are
differentiated on the basis of Internet speed and Data pack. Customers can see the
pricing details on the company websites or promotional material and choose a plan that
aligns with their budget and usage requirement.

3. Place
Ethernet Xpress has strategically mapped out its service coverage, this encompasses
company’s selection of well thought areas across Goa. The company caters to both
urban and suburban regions to provide high-speed internet connectivity to diverse
customer demographics. To enhance accessibility and to provide in-person interactions,
Ethernet Xpress has established physical outlets in four different locations. These outlets
sere as customer touchpoints by providing them with assistance regarding new
installations, broadband plans and any other technical assistance and query. With
setting up physical outlets Ethernet acknowledges the value of personalized engagement
and tries build customer relations. Physical outlet also acts as a tangible evidence that
the company is reliable and customers can trust them to provide reliable services.
Ethernet Xpress has offices in Porvorim, Margao, Vasco and Vagator. Customers can visit
any of these offices and inquire about plans or sign up for their services. Customers can
also get in touch with Ethernet Xpress via companies’ website, toll-free number and
official email address or follow them on social media platforms.

4. Promotion
Ethernet Xpress uses a well-rounded promotion strategy in Goa that revolves around a
variety of channel, both online as well as offline to reach its target audience. Ethernet
Xpress uses the power of social media and online advertising to create a strong digital
presence. They have their own social media accounts on Facebook, Instagram, Twitter
etc. and post informative and interactive content and engaging content for its potential
customers and raises awareness about its high-speed internet offerings. Ethernet uses
offline medias such as local advertising methods that resonate with the community. This
includes eye catching and huge billboards, newspaper advertisements, flyers etc.
Ethernet also lures in new customers with other promotional techniques like offering
free or discounted installation, lucrative packs and others bundled services. They also
 promote as well as create awareness about themselves at various events and by
sponsoring events. Example of this is Goa University’s Infofest Event.

5. People
Being a prominent player in the Goan Telecom Industry, Ethernet Xpress focusses highly
on customer and work continuously to enhance their experience and to add value in
their lives. People includes the professional team/staff of Ethernet. The company has a
highly trained and motivated team, these employees stand as the frontline connection
between the company and its valued subscribers. They contribute highly towards
costumer satisfaction and loyalty. Ethernet hires quality staff and trains them
continuously. They nurture team to not only possess technical proficiency but also
effective communication, problem solving and inter-personal skills. By maintaining well-
trained and knowledgeable staff Ethernet ensures that its subscribers and potential
customers have expert assistance. The staff is trained to handle all kinds of customer
issues from technical issues, billing inquiry, guiding users through the process of service
activation etc. The team ensures that subscriber’s journey with Ethernet Xpress is
smooth, informed and supportive. Customers can visit Ethernet’s office or call them with
any query or issues they are facing, the support staff provides personalized interaction
and assistance and help them resolve their issues. This fosters an environment where
customers feel heard, valued and empowered in their interactions with Ethernet Xpress.
Ethernet Xpress takes its customer service to great levels as they transform ordinary
interactions of their subscribers as a remarkable experience and promotes as well as
builds itself as a customer-centric service provider.

6. Process
Ethernet Xpress is really good at what they do because they have a carefully planned
and efficient process that controls every aspect of how they provide their services.
Operational excellence is the heart of Ethernet Xpress. This process guides the
subscribers through the complex stages such as service installation, activation and
troubleshooting ensuring seamless and hassle-free experience for its subscribers.
Ethernet Xpress is committed to efficiency which can be seen during the installation
phase. By embracing customer-centric approach, Ethernet Xpress minimizes downtime
and inconvenience during the installation process for its customers. The process at
Ethernet Xpress is engineered to be efficient, it all begins from the moment a subscriber
expresses interest in signing up for the service to the actual installation day. Clear and
timely communication about installation appointments and procedures helps set
customer expectations and eliminates uncertainties. Ethernet Xpress carefully considers
the various technical difficulties to ensure that service activation is a smooth transition.
This involves coordination between technical teams and customers to guarantee that
the service is up and running continuously without disruptions. In the event of technical
issues or service disruptions, Ethernet Xpress's process extends to efficient
troubleshooting mechanisms. A well-structured framework allows the customer service
team to address concerns promptly, offering solutions that restore the service in a
timely manner. The process used by Ethernet Xpress demonstrates a commitment to
providing exceptional customer experiences. By focusing on efficiency, transparency,
and problem resolution, the company successfully transforms each subscriber
interaction into a journey that is both technically sound and remarkably hassle-free.
7. Physical Evidence
Physical evidence within Ethernet Xpress weaves together a number of elements that
collectively speak volumes about the brand's commitment to excellence. The company
provides quality of equipment provided to subscribers, showcasing the company's
dedication to offering top-tier service. The routers provided stand as not just devices but
symbols of reliability, seamlessly connecting homes and businesses to the digital world.
The installation materials and procedures further expand to physical evidence. The
precision with which installations are carried out by Ethernet Xpress reflects
professionalism. Physical evidence like cables, Wi-Fi routers & modem, company office,
installation equipment, employees, website & app etc also serve as physical evidence.
Well-maintained networking infrastructure, supported by continuous maintenance
routines, acts as a silent proof to the brand's commitment to delivering consistent and
reliable internet connectivity. The reliable, steady flow of internet stands as a visual
embodiment of the brand's promise to keep customers seamlessly connected. The
physical evidence at Ethernet Xpress is not just a sum of components but a reflection of
the service's quality, integrity, and dedication. A consistent and positive physical
evidence fosters a lasting impression that resonates in the form of customer satisfaction,
trust, and advocacy, solidifying Ethernet Xpress's standing as a dependable and
reputable broadband provider.

Conclusion

In conclusion, Ethernet Xpress stands as a reputable and customer-centric broadband

internet service provider in Goa. Their approach to the service marketing mix elements
demonstrates their commitment to excellence and customer satisfaction. Through their
diverse product offerings, Ethernet Xpress caters to the distinct needs of both residential
and business customers, enhancing their experience with supplementary services and
value-added features. The tiered pricing model ensures that customers have options to
choose plans based on their preferences and budgets, demonstrating a customer-centric
approach. The strategic placement of service coverage and physical outlets in urban and
suburban areas establishes Ethernet Xpress as a reliable and accessible choice for high-
speed internet connectivity. The company's effective promotion strategies encompass a
balanced mix of online and offline channels, engaging potential customers and
showcasing its service value. The well-trained and knowledgeable customer service team
plays a pivotal role in ensuring customer satisfaction, actively addressing inquiries,
technical issues, and support requests. Ethernet Xpress's efficient processes, from
installation to troubleshooting, highlight their commitment to delivering a seamless and
hassle-free experience for it's subscribers. The physical evidence, including quality
equipment, well-maintained infrastructure, and reliable network performance,
substantiates the brand's dedication to service excellence, fostering trust and advocacy
among customers. Ethernet Xpress has a comprehensive approach to the service
marketing mix elements creates a lasting impression of quality, integrity, and dedication.
By consistently delivering on their promises and prioritizing customer needs, Ethernet
Xpress has positioned itself as a dependable and reputable broadband service provider
in the Goan competitive market.