CREATING VALUE

KELOMPOK 2
Febry Choirunnisa
Irma Wulandriani Sigalingging
Muhammad Dhafin Almas Sumedi
We make people fly

PROFIL
PERUSAHAAN

BISNIS MODEL
DIDIRIKAN Low Cost Carrier
BEROPERASI
19 Oktober 1999 30 Juni 2000
MARKET SHARE

Source
PROBLEM
SETTING PRODUCT STRATEGY
CHAPTER 13
PRODUCT & SERVICE

PRODUCT SERVICE
Anything that we can A special form of product
offer to a market for which consists of activities,
attention, acquisition, benefits or satisfactions
use or consumption offered for sale that are
that could satisfy a intangible and do not result
need or want. in the ownership of anything.
DIFFERENTIATION

PRODUCT SERVICE
Form Ordering Ease
Features
Delivery
Performance Quality
Conformance Quality Installation

Durability Customer Training

Reliability
Customer Consulting
Reparability
Maintenance and Repair
Style
Customization Returns
 5 PRODUCT LEVEL

core benefit
2
expected product
4 potential
product

basic product augmented

1 3 5
product
CORE BENEFIT
BASIC PRODUCT

CORE BENEFIT
EXPECTED PRODUCT

BASIC PRODUCT

CORE BENEFIT
AUGMENTED PRODUCT

EXPECTED PRODUCT

BASIC PRODUCT

CORE BENEFIT
POTENTIAL PRODUCT

AUGMENTED PRODUCT

EXPECTED PRODUCT

BASIC PRODUCT

CORE BENEFIT
PRODUCT CLASSIFICATION

DURABILITY AND
TANGIBILITY Services

CONSUMER
PRODUCT GOODS Specialty goods
CLASSIFICATION

INDUSTRIAL
GOODS
CLASSIFICATION
 DESIGN

The totality of features that affect

the way a product looks, feels, and
functions to a consumer

Bintang LEO

source :http://8l8.blogspot.co.id/2008/07/sejarah-lion-air.html
 CO-BRANDING

Two or more well-known brands are combined into a joint

product or marketed together in some fashion

Same – company Joint – Venture Multiple - Sponsor Retail

Tabungan Simas Lion Ticket merupakan

Tabungan co-branding joint venture antara
Bank Sinarmas dan Lion Air
WARRANTIES and GUARANTIES
DESIGNING & MANAGING SERVICES
CHAPTER 14
SERVICE MIX

Pure Tangible Goods

Tangible Good with Accompanying Services

Hybrid
Major Service with Accompanying
Minor Goods And Services

Pure Service
DISTINCTIVE CHARACTERISTIC OF SERVICE

INTANGIBILITY

VARIABILITY

INSEPARABILITY

PERISHABILITY
DISTINCTIVE CHARACTERISTIC OF SERVICE
Intangibility

Services cannot be seen, tasted felt, heard, or smelled before they are brought.

To reduce uncertainty, buyers will look for evidence of quality by

drawing inferences from:

COMMUNICATION
PLACE
MATERIAL

PEOPLE SYMBOL

EQUIPMENT PRICE
DISTINCTIVE CHARACTERISTIC OF SERVICE
Inseparability

Services are typically produced and consumed simultaneously

DISTINCTIVE CHARACTERISTIC OF SERVICE
Variability

Services depends on who provides them, when, and where,

and to whom, services are highly variable

3 steps service service can take to increase quality control:

Standardize
Invest in good the Service-
Monitor
Hiring and Performance
Customer
Training Process
Satisfaction
Procedures throughout the
Organization
DISTINCTIVE CHARACTERISTIC OF SERVICE
Perishability

Services cannot be stored, so their perishability can be a problem when

demand fluctuates.

SIDE OF
DEMAND SUPPLY
§ Differential Pricing § Part-time Employees
§ Nonpeak Demand § Peak-time Efficiency Routines
§ Complemetary Services § Increased Consumer
§ Reservation Systems Participation
§ Shared Services
§ Facilities for Future Expansion
NEW SERVICE REALITY

A Shifting Customer Relationship

Customer Empowerment

Customer Coproduction

Satisfying Employees As Well As Customers

ACHIEVING EXCELLENCE IN SERVICE MARKETING

Marketing
Excellence
Technology
And
Service
Delivery
Best
Practices
of Top
Service
Differentiat
ing
Services
ACHIEVING EXCELLENCE IN SERVICE MARKETING

Marketing Excellence

Company

Internal Marketing External Marketing

Financial/
Banking service

Cleaning/ Airlines
Maintanance service Industry

Employees Customer
Interactive Marketing
ACHIEVING EXCELLENCE IN SERVICE MARKETING

Technology And Service Delivery

ACHIEVING EXCELLENCE IN SERVICE MARKETING

Best Practices of Top Service

Well-managed service companies that achieve marketing excellence have in
common a strategic concept, a history of top-management commitemnt to
quality, high standards, profit tiers, and systems for monitoring service
performance and customer complaints.

SATISFYING
SRATEGIC
CUSTOMER
CONCEPT
COMPLAINTS

TOP
MONITORING
MANAGEMENT
SYSTEMS
COMMITMENT

HIGH
STANDARDS PROFIT TIERS
ACHIEVING EXCELLENCE IN SERVICE MARKETING

Differentiating Services

Marketing excellence requires service marketers to continually

diffrerentiate their brands so the they are not seen as a commodity.

Primary and
Innovation with
secondary
services
service options
MANAGING SERVICE QUALITY

The service quality of a firm is tested at each service

encounter. Service outcome and customer loyalty are
influenced by a host of variables. Such as:

Pricing
Incovenience
Core service failure
Service encounter failures
Response to service failure
Competition
Ethical problems
Involuntary switching
HOW MARKETERS IMPROVE

CUSTOMER SUPPORT SERVICE

Managing Incorporating
Customer Self – Service
Expectations Technologies
MANAGING CUSTOMER EXPECTATIONS
 Based on this service quality model, there are five determinants of service quality :

Reliability : the ability to perform the promised service dependably and accurately 1
2 Responsiveness : the wilingness to help customers and provide prompt services

Assurance : the knowledge and courtesy of employees and their ability to convey
trust and confidence 3
4 Empathy : the provision of caring, individualized attention to customers

Tangibles : the appearance of physical facilities, equipment, staff, and

communication materials 5
 SUGGESTION
1. Tangibles
Meningkatkan kualitas kursi dalam pesawat sehingga penumpang bisa lebih nyaman, dilengkapi dengan
fasilitas peminjaman selimut atau headset dalam memenuhi kenyamanan penumpang.

2. Reliability
a. Mampu memberikan garansi saat Lion Air tidak tepat dalam check in jadwal
b. Memberikan kompensasi saat terjadi resiko yang merugikan penumpang Lion Air.

3. Responsiveness
a. Maskapai Lion Air dapat menyediakan beberapa alternatif komunikasi yang dapat
digunakan untuk mempermudah penumpang dalam berinteraksi dengan staff Lion Air, dan Sikap melayani
penumpang oleh staf Lion Air.

4. Assurance
a. Memperbanyak pelatihan kerja bagi para karyawan untuk lebih memahami tugas dan profesionalitas
kerja.
b. Mampu meyakinkan pelanggan bahwa maskapai yang digunakan merupakan maskapai yang aman
serta merekrut pilot-pilot pilihan.
c. Garansi keamanan penumpang

5. Empathy
Example : Senyum, Sapa, Salam, Perhatian akan kebutuhan dan masalah dari setiap penumpang.
 THANKYOU
FOR FLYING WITH US