Meaning Of Service Marketing

O It is an economic activity offered by a company to its

consumers
O It is considered to be a special sub set of marketing O It focuses on customer attitude and the marketing

strategy
O Includes

building

public

relations,

advancing

customer loyalty, developing quality of service

O It is marketing based on relationship and value.

Meaning Of Service Industry

O An industry that does not make products, but instead

offers a service such as banking, insurance, or

transport
O Industry that creates service rather than tangible

objects
O Earn revenue through providing intangible products

and services.
O Involved in retail, distribution, food services etc.

8 Ps Of Service Industry
O Product

O Pricing
O Place O Promotion O People O Process

O Physical Evidence
O Productivity

Dimensions Of Service Quality

O Empathy
O Reliability O Responsiveness O Assurance O Tangibles

Venkateshwara Catering Service

O Established in the year 2013 O It is a partnership firm owned and managed by two

people.
O There are 2 supervisors, 1 head cook and 2

assistants
O They render catering service (unlimited meals) to a

business unit.

Vision & Mission

O Mission Statement:

Our mission is to provide nutritious, flavorful, quality food to

satisfy the customer and to ensure that customer get what they paid for. Through our continuing dedication to excellence in service we are committed to achieve customer satisfaction, ensuring at the same time growth, development and welfare of our staff.
O Vision Statement:

To Meet and exceed our customers expectations, as well as to

be one of the leading food service and respected caterers to our

valued clients
.

8 Ps Of Venkateshwara Catering Service

O Product - Unlimited meals

O Place - close by to the business unit

O Promotion - word of mouth communication O Price - quality service with reasonable price O People - 1 head cook and 2 assistants O Process - served personally by the partners O Physical evidence - well equipped with cutleries and also

transportation facility
O Productivity - shows an upward movement

Dimensions Of Service Quality

O Empathy- good customer relationship and serve

healthy and hygienic food

O Reliability- keep up their promises and serve

accordingly
O Assurance - assure to serve the best quality food O Responsiveness - mix of reliability and assurance

Service Quality
O Serve fresh, quality and hygienic food O Partners themselves supervise the cooking activities O Purchase first grade grocery from a wholesale

supplier
O Purchase of vegetables from a known vendor at

whole sale price.

SWOT Analysis
O Strength - Enjoy low start-up costs due to the small

scale operation.
O Weakness - equipment needed and difficult to gain

brand awareness.
O Opportunity There is always demand for this

industry during festival seasons.

O Threat

Price fluctuation and increase in

competitors

Customer Service At Venkateshwara Catering Unit

O Service level O Service availability O Level of standards O Service reliability O Service flexibility

Customer Relationship at Venkateshwara Catering unit

O Identifying

individual customer requirements and

expectations.
O Identifying the taste and preference of the customer

O Identifying

the

Physical

and

psychological

characteristics of the customer

O Identifying the customer consumption pattern O Receiving the feedback from the customers O Providing a fast mechanism

Approaches For Managing Customer Expectations

O Offer Choices O Communicate Criteria for Service Effectiveness O Hiring the Right People O Develop people to deliver service quality O Provide needed support systems

O Retain the Best People

Ways To Expand The Current Business

O Special

Event

Catering

for

Weddings,

anniversaries, receptions and large-scale parties

O Business

Catering

for

business

meetings,

lunches,

training

sessions,

conferences

and

corporate parties
O Mobile Catering - moves from place to place in a

van or truck designed to carry food and equipment.

Problems Faced By Venkateshwara Catering Unit

O Shortage of food - At initial stages they were not

able to predict the quantity of consumption

O Shortage of labor - huge demand for cooks O Kitchen error - Sometimes the food is over cooked

or at times half cooked

Solutions for the problems faced

O Shortage of food with the help of the nearby

hotels they solved this problem O Shortage of labor Arranging alternate cook in absence of their cook, but this will indirectly reduce their profit O Kitchen error - This can be overcome by efficient supervision

To Be Successful In This Industry You Need To Have

O Sound product knowledge
O Well developed interpersonal skills O A range of technical skills O The ability to work as part of a team

Conclusion
O Tremendous opportunity in the future to expand their

business.
O Trained and empowered employees to deliver a

proper service
O The relationship between the host and the guest

must be very pure and clear

O Duty is to satisfy the needs of the customer and

provide them with the facilities.

O 2,3 - Santhosh
O 4,5 - Aishu O 6,7 Preetesh O 8,9 Sam O 10,11 Balaji O 12,13,14 Yamini O 15,16,17 - Karthi O 18,19 - Mani