Service Marketing

siliconindia

Service Marketing

Marriott Courtyard, Andheri East, Mumbai

Real Life Examples Of

What works in strategy & what does not

S K Palekar

Chairperson – Executive Education : S P Jain Institute of Management & Research, Mumbai

Ex-Senior Vice President – Eureka Forbes Limited


skpalekar@hotmail.com


skpalekar@hotmail.com


4 Ps

Strategy

Results

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Execution


Structure

Structured Plans

People

Systems

rganization Processes

Strategy

Capabilities

Culture

? ?

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Values

?


Strategy Makes it Possible.

People Make it Happen.

skpalekar@hotmail.com


skpalekar@hotmail.com


Introduction to Eureka Forbes

Asia’s largest direct sales company.

skpalekar@hotmail.com


Eureka Forbes : The Opportunity

Give the Customer a customized

personal experience at her home.

Which a dealer cannot.

skpalekar@hotmail.com


Concept Products

Each step of “sales funnel”

Performed by the frontline

� Prospecting

� Education and Demo

� Overcoming objections and selling

� Delivery and Collection

� Customer Training

skpalekar@hotmail.com


A � I � D � A ( Same Day )

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Marketing Scoreboard

Market shares > 70% in sunrise markets

AquaGuard is now generic

All 3 brands are SUPERBRANDS

Fought Hoover, Philips, BPL, LG and won

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“Best Employer” Branding

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4 th “Best Employer“ Award

Hewitt India Survey : 2006


A Case at Harvard

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Best in Asia : Knowledge Management

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MAKE AWARD

FOR ASIA

Most Admired

Knowledge Enterprise


Spending on People : Media = 5 : 1

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skpalekar@hotmail.com


Treat Them

As Customers.

And Not Employees !

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Service Profit Chain”

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Eureka Forbes : The Competence

People Driven Organization

Ability to recruit , induct, direct

& motivate a large sales force.

To manage high level of attrition.

To keep breakeven point low.

skpalekar@hotmail.com


KRAs

Bonuses

Promotions

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Earning

Learning EuroChamp Pride

Fun

Meetings

Platforms

Processes


skpalekar@hotmail.com


skpalekar@hotmail.com


skpalekar@hotmail.com


Work Abroad

Steps To Success Plan

Special Incentives

In House Boutique

Company Bike

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Incentive Plan

Basic Salary


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Opportunities for learning

�Tie-up with NMIMS

�“Eureka Forbes Academy of Learning”

�Self Learning Programs

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Pride

�Company Vision and Dreams

�Code Of Conduct

�Managers’ Pledge

�Business Practices

�Communication through multiple media

�Awards designed to reinforce right behavior


Pride

Multiple levels of Achievers’ Clubs

�12 Month : SUPERCHAMP

�9 Month : CLUB 100 : DUBAI

�6 Month : SILVER CIRCLE

�4 Month : EURO WORLD CUP

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Dubai Club 100

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To provide some fun

�Cricket and football cups

�Area level

�Region level

�National level

�Every month’s last Friday party

�Company time, company expense

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Training Linked to Profits

�50 “canned” modules for training.

�14 dedicated facilities.

�1 executive dedicated to at each area office.

skpalekar@hotmail.com


From “No One” to “No: One”

The story of many a EuroChamp

skpalekar@hotmail.com


Thank You

Call or write to me

skpalekar@hotmail.com

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