Is Marketing limited only to 4 p's(Product, Price, Place and Promotion) as been commonly known.....No, the other 3 P's (People, Process and Physical Evidence) are eminent for managing the services and the growing concept "Goods = Services" - the largest contributor in any economy......

Saturday, April 22, 2006

"Physical Evidence" the lifeline for service companies....

Physical Evidence one of the 7 p's of Service Marketing plays a crucial role in Service sector companies. Take an example of a restaurant where you have gone for a date with your girlfriend/boyfriend. You are very much satisfied with price, people, process etc.........but you don't get seats comfortable enough to sit for long. They also have sprayed strong room freshner which is making you to fight to breath....Utensils are not cleaned etc..etc............Result..your date gets spoiled.

Take another example.......You have gone for a business meeting in summer and the company has arranging for you to stay in a Five star hotel.....You stayed there for a night and to your surprise the AC was not working ...and so you have managed with the fan only for the whole may not want to stay in that hotel on your next visit.....
It therefore becomes necessary to make all efforts to be intact with all 7P's of service just can't ignore one... The Campaign below is such an attempt by ITC's Maurya Sheraton...
Headline: Name: Adam Stevens

Age: 43
Designation: CEO
Time: 11.
28 pm
lace: ITC One, Maurya Sheraton, New Delhi

Subhead: -

Bodycopy: Deep sleep is more than just the right bed. It is about an environment that soothes all the five senses. Experience our rooms and know how it feels to sleep like a baby again.

Baseline: -

Agency: -

Client: ITC - Welcomgroup

The campaign is successful enough to maintain its brand as one of the best Hotels in India. The move is infact necessary to keep attracting the tourist as India is becoming one of the most favoured coutry to visit.

The ad really gives the feel of the comfort and what a Service sector should cater to. An awesome Ad, feel like spending one night at Maurya.
ITC-Welcomgroup was the one of the first hotel chain to recognise the specific needs of the discerning business traveler, leading to the development and nurturing of ITC One, Sheraton Towers and Executive Club brands.

That is about one P....keep visiting the blog for the other 6 P's in my next few articles....


Blogger Kailash Karthik.N said...

Hey Hitesh,

Bhai aapne to phod,way to go dude!!!
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Blogger Sandeep said...

a good thought but a physical evidences start as you see any building , as restaurants are always made eye candy, According to me there also personal factors & unaviodable factors,which infulence physical evidence, when you are in bad mood lets for example before going to hotel you had fight with your girl friend & on way your car got smashed ,then even good food will not sooth you.leave behind hoe they treat you . But there are things which are aviosable
7 can be controoled as you have said.Physical Evidence: is there a special ambiance that makes customers satisfied?

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