service marketing

1. ‘We are Ladies and Gentlemen serving
Ladies and Gentlemen’
Anand Abraham Issac
Cyril Raju
Paulose Simon

2. Agenda
• Introduction
• 7P’s
• Service Marketing Triangle
• SWOT Analysis
• Gap analysis

3. Introduction
• Ritz-Carlton is a luxury Hotel chain.
• Subsidiary of Marriott International, estd 1983
• 86 Luxury hotels and resorts
• Spread across 26 countries
• Offers a variety of services at their hotels
• Operates 1 hotel in India at Bangalore
• USP - Employees are empowered to use their creativity and
company’s funds to devise new and better ways to improve their
relations with the guests.

4. • They provide commendable customer services.
• Their motto is ‘We are Ladies and Gentlemen serving Ladies and
Gentlemen’.
• Employees are trained in very precise standards and specification for
treating customers.
• In the past Ritz-Carlton management approach use to be prescriptive
and scripted but later on it was expected from the employees how to
make guest happy by interaction to more natural, relaxed and
authentic

5. 7P’s
• Product
• Place
• Price
• Promotion
• People
• Process
• Physical Evidence

6. Service Triangle

7. • Their ultimate goal is to provide not only a service but an experience.
• External
• The Ritz-Carlton has a magazine that is released quarterly. Their last
publication was 2011
• The Ritz-Carlton App
• The Ritz-Carlton prides itself on customer service.
• Internal
• Valuing their employees
• Providing adequate training to employees
• Interactive
• Giving them autonomy to serve and going out of the line

8. SWOT Analysis
• Strength
• Empowered employees, hence top notch service
• Global presence - Over 70 hotels and resorts worldwide
• Goodwill from Employees and customers
• Rewards programs are increasing repeat sales
• Parent company adds to brand value
• Logo, tagline, communication to potential and existing customers has been
very well received so far
• Aspirational and High brand loyalty
• Over 33,000 employees working across 25 countries

9. • Weakness
• The brand name comes with a perception of being expensive
• Current economic status is bound to take a toll on spending power
• Opportunity
• Increase clientele through special packages and corporate tie-ups
• Expansion of the global tourism market
• Travelers looking for novel destinations
• Threat
• Increasing costs for operations indirectly affecting hotel rates
• Decline in tourism industry due to natural disasters, terror activities etc
• Intense competition globally from renowned as well as local hotels

11. GAP MODEL - GAP - 1
• Not knowing what customers expect
• Reasons :
• Inadequate market research
• Lack of upward communication
• Insufficient relationship focus
• Inadequate service recovery
• Remedy
• Personalized Service to customers
• New smart phone app
• New strategy – ‘Let us Stay with You’

12. GAP - 2
• Service design and standards
• Reasons:
• Poor service design
• Absence of customer driven standards
• Remedy
• Autonomy to employees
• Established and proper system to avoid delivery mismatch

13. GAP - 3
• Delivering service design to standards
• Reasons:
• HR policies Staff behaviour
• Service Role conflicts.
• Intermediaries Training.
• Fail to match supply and demand
• Channel conflicts, Quality control, Recruitment, Salary etc
• Remedy
• Satisfied employees
• ‘We are Ladies and Gentlemen serving Ladies and Gentlemen’
• Valuing employees as most priced asset

14. GAP - 4
• Not matching performance to promise
• Reasons
• • Lack of integrated service
• • Overpromising
• Remedy
• Proper communication and touch points
• Moving away from a scripted way to more autonomy while serving

15. THANK YOU