Services Marketing Assignment

Naidhroven A 2011201038

T-Mobile
T-Mobile International AG is a German holding company for Deutsche Telekom AG's various mobile communications subsidiaries outside Germany. The company has financial stakes in mobile operators in both Central and Eastern Europe. The T-Mobile brand is present in ten European countries as well as the US, Puerto Rico and the US Virgin Islands. Globally, T-Mobile International subsidiaries have a combined total of approximately 150 million subscribers.

4 Challenges of Services Marketing

Intangibility Inseparability Variability Perishability

Intangibility
Services are not physical and cannot be "possessed." Because they can't be seen, touched, or made tangible in some way, assessing their quality and value is difficult. A services client will never know how good the service is until after he receives it.

How to overcome?
With promotions, a logo symbol can offer a sense of tangibility. Creating client relationships, setting appropriate expectations, and learning to represent the company in an acceptable way (e.g., through appearance, attitude, and communications) should augment standard knowledge and process training

T-Mobiles Strategy
The 2012 campaign T-Mobiles Thinnest Smart Phone A tangible product is specially customized by T-Mobile with the fastest 4G network.

T-Mobiles Strategy
This ad talks about the dropped calls which is part of a network failure. They relate that to your personal life to increase your affiliation.

T-Mobiles Strategy
Giving Best Deals Coupons free with newspapers, magazines, web pages etc. The color scheme matches their logo giving a feel of affiliation.

Inseparability
The production of the services can't be separated from its consumption. The client often expects the service to be provided in a specific way or by a specific individual.

How to overcome?
Increase customer participation in the production of the service by involving them through offering more personalization schemes.

T- Mobiles Strategy
Get a mobile makeover. Design your own plan to your preference. BillShrink.com, an independent third party Website provides people with personalized savings recommendations for everyday bills. T-Mobile partnered with Bill Shrink and offerred bill customization.

T-Mobiles Strategy
An out of the box initiative to encourage customers to shoot their own video and upload. The best video will be aired as a commercial

Variability
Sometimes called "heterogeneity," services quality and consistency are subject to great variability because they are delivered by people, and human behavior is difficult to control.

How to overcome?
Services marketing professionals particularly can overcome variability by developing special service packages. Standardizing some service offerings enables the organization to be very specific in noting service and quality deliverables, thus decreasing variability and meeting client expectations simultaneously.

T-Mobiles Strategy
T-Mobile partners with Google to develop its own range of customized android products. This ensures consistency of their service because all their products run on the same core platform with customization only to talk plans. So this reduces the variability as the support service will vary only for the talk plan

T-Mobiles Strategy
Standardized, small business owners oriented, talk plans and device designs to ensure homogeneity of services among the target group.

Perishability
You can't store services for future use. Perishability also affects performance, as balancing supply and demand can be difficult. Demand may be seasonal, time sensitive, or crisis driven. When demand fluctuates, it can be a challenge to maintain high performance levels.

How to overcome?
Ensure the ongoing services delivery with a greater consistency and quality.

T-Mobiles Strategy

This ad was part of the Say Goodbye to Goodbye campaign. T-Mobile @Home phone service allows customers to stay connected with those who matter most using their home phone This makes the customer to buy a T-Mobile phone and use it aiming at a long term customer.

T-Mobiles Strategy
T-Mobile introduced unlimited nationwide wireless calling and unlimited nationwide messaging, offering a great value for new and existing T-Mobile customers. This increased the quality of their service because everything was unlimited and consistent.

Competition
T-Mobiles competitor are

T-Mobiles Strategy

How they overcame?

Strategies for Marketing

Awards
2004 The ongoing commitment to excellent customer satisfaction earns T-Mobile USA highest honors in several independent J.D. Power and Associates studies. 2005 More awards for T-Mobiles focus on service 2006 T-Mobile USA once again receives highest ranking in Wireless Customer Care by J.D. Power and Associates, for the third consecutive reporting period.

2007 Confirming its status as the industry leader in customer care and customer satisfaction, J.D Power ranks it the highest in Customer Satisfaction Index

Awards
2008 Superior Customer Satisfactio. Once again J.D powers award it. 2009 Ranked 96 in Fortune 100 companies to work. 2010 Repeated Customer Satisfaction Award - J.D Powers

2011 Becomes America's Largest 4G Network

Thank You