Prof.Rupali Shinde(Jr.Lecturer)
Omegan Scool of Business,Baroda
Rupalishinde.1980@gmail.com
Abstract
Radio Frequency Identification (RFID) is the latest phase in the trend of the miniaturization of computers. It is an automatic Identification method, relying on storing and remotely retrieving data using devices called RFID tags or transponders. The technology requires some extent of cooperation of an RFID reader and an RFID tag.
This paper examines the case of one supply chain in the electricity sector where RFID technology integrated with firm’s information systems acts as an enabler of process optimization.
Using a business process approach and laboratory simulation, it is explained that how the implementation of RFID technology can increase the visibility of information at various layers of the supply chain, allowing members to gather precise information on real demand and improve replenishment processes.
On the other hand, while RFID technology has the potential to automate some processes, human intervention is still required. Therefore, used case scenarios and sensitivity analysis should be carefully considered when selecting the proper design (architecture options) for the virtual and hardware components of RFID systems. The choice of the appropriate configuration needs to be integrated in the firm’s strategies and supply chain partner’s vision.
1. Introduction
There is a great deal of hype happening today around Radio Frequency Identification (RFID). Handled Properly a RFID systems solution can result in an evolutionary change incorporating legacy systems with the real-time supply chain management of tomorrow. Many companies are creating RFID initiatives and some are even beginning pilots of this new technology. Following this trend, this paper takes in hand the case of one supply chain in the electricity sector with special weightage on workers in charge of the power grid maintenance and operation.
Highlights of this white paper include:
1)The introductory technical aspects of RFID,which
will clarify it’s meaning, constituents and working.
2)The importance of information technology for the stability
3)The context of the study is presented
4)The research design where the business process approach and laboratory Simulation are presented.
5)Selected RFID-enabled scenarios are discussed in terms of process optimization.
6)The conclusion and future research are presented.
This paper aims to explain how RFID technology combined with the appropriate infrastructure and firm’s information systems can act as an enabler of process optimization and enhance the efficiency of a supply chain of business in the competitive edge.
2. RFID Technology
RFID technology is a wireless automatic identification and data capture (AIDC) technology . A basic RFID system is composed of a tag containing a microprocessor, a reader and its antennas, and a computer equipped with a middleware program, in which business rules are configured to automate some decisions . The tag, which is generally attached to a product, communicates through radio frequencies with the reader’s antennas. The reader sends the location and unique identification of the product to a computer. When this information is routed to specific enterprise information systems (e.g. Enterprise Resource Planning Systems-ERP, Warehouse Management Systems-WMS), automated transactions can be performed such as reject unplanned receipts, directly enter receipt into computers, compare ASN (Advance Shipping Notice) for inbound deliveries, etc.
Beside some standards and technological limitations such as the read rate, data reliability, lack of unified standards, high costs associated to the technology (hardware and software), security issues (i.e. data access, privacy and legislation)], RFID technology presents many advantages over other AIDC (Automatic Identification and Data Capture) technologies such as (i) Identifies many items simultaneously, (ii) line of sight reading not necessary, (iii) Contributes to advanced supply chain management, including: - Reduced out-of-stocks, -Real-time inventory transactions, -
Improved speed and efficiency in product handling (iv) Read/write tags can receive new information trough out an item’s life cycle, (v) Prevents counterfeiting,(vi) Some tags appendable/reprogrammable (vii) Tags carry more data than bar code (viii) Reading can be completely automated,(ix) Data accuracy is extremely high,(x) longer read range etc. While RFID technology is considered promising, there are still many questions concerning its adoption [8], specifically in the ways its real potential can be delivered. Therefore, the objective of this paper is to demonstrate “how business processes can be optimized using RFID technology”.
3. The Importance of Information Technology for the stability of business in competitive edge
Technological developments in the last 4 to 5 decades have been so rapid that they have made visible imact on the life styles of mankind all over the world. The technological changes, have , in fact been at an exponential rate. The advent of new and emerging technologies has added momentum to the process of change. In the years ahead a technology is going to play a very major role in the industrial and socioeconomic growth of any country.This also would have an important bearing in the on the corporate performance.Growth and profitability of an organization will not only depend on resource availability and it’s optimum utilization but also technological content of it’s product and services. A survey of 700 companies in USA has shown that technological content accounted for 1/3rd of their profit in the decade of 90’s as compared to 1/5th of previous decade.The next decade may perhaps take it to ½ .in other words changes in technologies can not be ignored or given a secondary place.
In the specific case of RFID technology, analysts predict a $5.29 billion RFID market in 2008, with an increase of almost 7.3% over the previous years. Forecasts indicate that RFID spending will double before 2012. Other sources evaluate RFID annual growth rates are over 23%. These growing investments in IT are pressuring many academics and practitioners to seek for economic justification as “more than ever IT executives encounter the justification issue due to senior management’s insistence that the investment be properly utilized”. The literature on the evaluation of business value of IT can be classified into two main categories, namely the production-economics based approach and the process-oriented approach. Respectively, studies in the first category use production functions to study the relationship between IT investments and productivity at the firm level, while studies in the second category try to assess the impact of IT investments on specific processes .For instance, by adopting a production-economics based approach showed considerable return in IT investments at the firm level in terms of cost savings, quality of service improvement and better customer service. However, as noted by the impacts of IT investments are “perhaps better observed at the process level (versus the firm level)”. Indeed, when the process approach is used to assess the impacts of IT investments, other factors that affect the translation of these investments into impacts are investigated more obviously. The process-oriented approach has been used by various researchers to assess the impact of IT ,and it has been considered as the best approach to study the impact of IT at a more exhaustive level .
4. Context of the Study
In the utility context, the adoption of RFID technology is still at its early stages and the use of this technology are under preliminary investigation, mainly due to the “technology push” from technology suppliers, as well as competitive market conditions that create pressure toward supply chain optimization solutions. In fact, today, the world energy production is driven by demand with the global energy consumption that has been rising over the past three years at an annual average rate of 4.2% and is expecting to rise in the years to come, with Asia and Australasia (excluding Japan) which are expected to consume almost as much energy as North America by 2009. In Canada, the energy sector accounts for nearly 6% of GDP, which represents 1.9% of the labor force (327,000 jobs) and has been a major engine of growth in recent years). Beside crude oil, natural gas, coal and uranium, Canada is a major producer of electricity in the world (the fifth largest producer of energy in the world), which accounts for 9% of its total energy output. In this sector, the country benefits from low-price electricity as hydroelectric generation is the most important source of electricity supply, accounting for 60% of the total electricity output .Owing to the abundance of energy, the size of its territory, the rigor of its climate and the high level of industrialization of its economy, Canada ranks among the most intensive consumers of energy. Nevertheless, Canada’s energy output exceeds domestic needs from far, and the surpluses are exported in the US which is its major client.
Since 1997, following a restructuring of the North American market initiated by a deregulation opening the markets to competition, utility industry has undergone significant changes, with the entrance of important competitors specializing in the production and trading of electricity and other forms of energy. This phenomenon has pushed industry members to rethink some of their strategies and revise their business practices. In this context, while supply chain applications at a strategic level (e.g. strategy definition, supplier relationship management, contractual logistic management) have been considered as a rich area of opportunity for cost reduction , this article focuses more on the operational aspects of supply chain management. For instance, activities such as power grid maintenance and mobile field service have also been identified as having important effect on cost savings and level of service improvement. It is along this continuum of electronic platforms (e.g. ERP, electronic marketplaces) and IOS adoption, that utilities are now looking toward emerging technologies such as RFID to drive transaction cost reductions.
5. Methodology
This paper is part of a larger study conducted to improve our understanding of RFID technology in a supply chain context. The business process approach and laboratory simulation are selected as they proved to be relevant in order to assess the impacts and potential benefits of RFID technology
5.1 Research sites
The investigated utility supply chain consists of: (i) a focal firm (Firm A), one of its strategic first-tier suppliers (Firm B), and one of its internal customers (Firm C). Firm A is a major player in the utility industry (electricity) in North America. As managers from Firm A indicated, among their primary motivation toward RFID technology adoption, the power grid maintenance and operations (repair) were key areas of potential improvements. Firm A owns two major distribution centers (DCs) and receives thousands of products (namely overhead distribution transformers) every year, of which 15 thousand are considered strategic components of its power supply infrastructure. These products which were selected in the study are distributed in 90 stores disseminated in a vast territory. Following a power outage, missing one product could have a serious impact on network down time. Therefore optimizing product replenishment at specific stores (level) and automating the picking process at the
store location were identified as critical activities.
5.2 Data Collection
For this study, both qualitative and quantitative data were collected using (i) on-site observations, (ii) interviews and (iii) joint working session with industrial partners in laboratory settings.
1. On-site observations were conducted in all research sites involved in this study. The main objective of on-site observations was to map the current intra- and inter-organizational business processes (As-Is) related to the chosen product value chain. This was done using a Business Process Analysis tool (ARIS Toolset) at various stages of the research. The ARIS Toolset is a Business Process Analysis (BPA) tool used for global definition, mapping, analysis, optimization and implementation of business processes. It helps to make “quick decisions about the management of e-business processes, by providing realistic simulations of resource utilisation, activity-based cost calculations, as well as web-based communication of modelled and optimised company processes” .
2. Interviews were conducted with a semi-structured questionnaire to complement to observations and gather more information on specific business processes.
3. Joint working sessions where conducted with key respondents from each firms to identify critical processes to be redesigned while integrating RFID technology The resulting RFID-enabled B2B e-commerce scenarios, therefore, had to be validated by ERP consultants and RFID solution providers and, most importantly, by a middleware provider in order to ensure their technical feasibility. This iterative approach allowed refining the scope of the simulation in laboratory settings (see the RFID laboratory in Figure 2).
5.3 RFID Laboratory
The laboratory where RFID-enabled B2B e-commerce scenarios were simulated is presented in Figure 2.
On the left side, an RFID portal represents the supplier’s shipping dock including:
• Photo eye (1) for automatic product detection and trigger to activate two fixed antennas (2). This procedure allows the antennas to be awakened and transmits radio waves only where necessary.
• These two antennas are connected to a fixed reader
(3) that captures the information written on the tags (4).A stack light (5) linked to this reader allows the confirmation of the status of the readings as the products (or boxes) are passing on the conveyor belts (6).• On the right side of figure 1 of an RFID portal represents a customer’s receiving dock (7) with technical consideration similar to that of the shipping dock.• Based on each specific business cases, other technological options could be considered such as mounted RFID fork lift or handheld RFID gun. • The third part of the laboratory is composed of the ERP and middleware servers where all the business rules are configured. While the new generations of readers allow “built in intelligence”, in the case of these pre-pilot experiments, business rules where configured in the middleware.
• For the purpose of the demo, OMS from Ship2save was used at the supplier location (simulated environment), and Catamaran (provided by Hewlett Packard and Shipcom Wireless) was used at the client location (simulated environment). The integration of these two middleware was facilitated with pre-configured bridges. Because of the scope of this paper, our discussion will only emphasize on the results obtained within Catamaran.
• Ultimately, the last components are the three screens on the walls , where all the information resulting from transactions is projected, allowing participants to follow the information flow in real time, as each transaction is automatically performed.
• Moreover, complementary devices such as mobile RFID reader (i.e. RFID gun) were used, to allow real time access to the middleware in order to take action while being on the move.
6. RFID-Enabled Scenarios
In this study, I have adopted a “store” perspective in conformity with the indication of firms A managers on targeted critical activities. This focus enables researchers to understand HOW the work would be carried out within one store as a power grid operator would handle an electronic working order (e-WO) in order to fix a power outage.
The EPC (Event-driven Process Chains) formalism was used as a common language between all the project stakeholders for the participants to fully understand the impacts of implementing RFID technology on selected processes. The EPC formalism allows a logic representation of activities within and between processes. An interesting aspect of the EPC formalism is that it highlights all the events that trigger the activities and the resulting sequence of events; suggesting that a process can be seen as a chain of events and functions (i.e. an activity which needs to be performed). Moreover, the modeling of a business process using EPC formalism uses three types of logical connectors to indicate the workflow between activities and events, mainly the “^” (i.e. and), “v”(i.e. or) “XOR” (i.e. exclusive or). In addition to the basic representation of a process using EPC formalism, it is possible to assign responsibilities (i.e. employee) to a specific function, allocate a system which is used to perform the function (e.g. ERP, RFID middleware), indicate information inputs and outputs (e.g. RFID data) specify some business rules, assign them to logical connectors and quantify their probabilities of occurrence.
6.1 Simulated Scenarios in the Laboratory
Today, when a power outage occurs, the operators have to call a maintenance center for identifying the closest remote store where required products (e.g. transformers) are available in order to proceed with their picking before to go on the site for repairing the power grid. However, because of store management issues, a store manager has to be assigned for opening the store, providing operators with the products and filling up the documentation. An alternative approach being used is a permanent store manager assigned to a specific store.
Indeed, if multiple stores can constitute critical inventory buffer areas between remote locations and distribution centers, the current situation is rather costly and inefficient. Therefore, a redesigned process integrating RFID technology was proposed and validated in laboratory settings. The simulated scenario represents the automatic “access” to a remote store for the “automatic picking” of a “specific product” in order to fix a power outage that just occurred (Figure 4).
6.2 Discussion
The following course of actions is triggered by an electronic working order (e-WO) sent to an operator in order to fix a power outage that has just occurred.
More precisely, the following steps can summarize the scenario simulated (Figure 4) in laboratory:
1. When the e-WO is received, the operator can directly access the ERP from the field, using a wireless device (i.e. PDA), check product availability in the inventory and reserve the required product at the closest store.
2. When the product arrives at the store, by automating its identification (i.e. RFID employee smart card), the operator automatically access the store, locate the reserved product, scan the product to confirm the matching with a specific e-WO before picking it up (i.e. operator equipped with RFID reader with embedded middleware functionalities and products equipped with RFID tags) (Figure 3, part (a)).
3. Once the verification is performed, the operator semi automatically validates the transaction by associating a specific e-WO with this specific product (Figure 3, part (b)) and posts the transaction into the ERP (Figure 3, part (c)).
4. As this transaction is posted, this triggers other functions such as the automatic inventory adjustment in the ERP in real time (Figure 3, part (c-1, c-2)). This could in turn trigger more events such as sending a notification to specific supply chain members on the stock movements.
5. Finally, as the operator exits the store, a notification is sent to the ERP to notify the status of the employee.
The same logic could be used to follow the whole process from power outage to reparation, giving the organization a better visibility on its mobile workforce performance.
7. Conclusion
This study attempts to improve our understanding of the impact of RFID technology on business processes by trying to answer the following question: “How business processes can be optimized using RFID technology?” In terms of practical implications, it is in line with recent questions raised about RFID while these authors are asking for models, theories, concepts, frameworks, methods, techniques, and tools that are being applied in practice, raising the importance on RFID research to meet the needs of practitioners and managers.
Our results suggest that, when implementing RFID technology at the store level, the visibility could allow supply chain members to gather precise information on real demand, thus enabling lean assembling at the supplier’s level and optimizing the replenishment procedures at the distribution center and at the store levels. Also, in critical situations, as power outage minimum downtime is a key issue, RFID technology seems to be a relevant technology to increase the responsive of organization managing emergency situations. Moreover, RFID technology still requires human intervention for some activities. For example, the operator still has to select the exact working order to match the specific product for the billing of a project. More intelligent business rules could have been configured in the middleware to avoid this human intervention, but is it worth it? Indeed, each scenario could lead to many possible configurations, suggesting that use case scenarios and sensitivity analysis should be carefully considered when selecting the proper design (architecture options) for the virtual and hardware components of RFID systems.
In reality, the exercise can be highly complicated, when considering all the options for selecting (i) the proper RFID systems vs. other AIDC systems (ii) the type of wireless network, (iii) the level of integration with various enterprise information systems modules, and with ecommerce intra and inter organizational systems. Moreover, beside trade off on functionality vs. costs consideration, the selected configuration will heavily depend on the decisions of different managers at the supply chain level. This raises the issue of the identification and selection of performance measurement that needs to be shared among supply chain members in order to evaluate the implementation of the retained scenario. Indeed, when building RFID-enabled scenarios, such performance measures would enable managers to (i) evaluate and control the performance of their resources, (ii) communicate these performance, and (iii) improve their supply chain processes by identifying gaps (between "As-Is" situation and expectation) and point out at action for improvements. Also, the integration of RFID infrastructure with the existing enterprise information systems at focal firm level and between supply chain members could be a very challenging task and require a high level of collaboration. The next logical step of this research could be the investigation of the impact of RFID on the supply chain members’ relationship.
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Monday, May 4, 2009
Saturday, May 2, 2009
OSB Ahmedabad Students meet Celebrity Ms. Mallika Sarabhai
OSB Ahmedabad students ,Miss.Archana Tiwari,Miss.Sandhya Choudhary and Miss.Bhumi Suthar met Ms. Mallika Sarabhai as a part of their SIP Marketing activity with -Sharekhan Ltd- at Infocity,Gandhinagar,Ahmedabad..
Marketing of Library Services - Article by Ms. Manju Yadav,Librarian @OSB Vadodara
This article was published in the Conference Proceedings of National Conference on "Library & Information Technology: Driving Management Education" , conducted by NICME New Delhi.
MARKETING OF LIBRARY SERVICES
By Manju Yadav (Asst. Librarian)
Omegan School of Business, Vadodara
intellectmanju@yahoo.com
Abstract
In this paper, we tried to give lime light to the marketing of library services. This means to inform our user what we are doing? and what we can do?? This is the information explosion phase, and library plays imperative role in almost every field of knowledge. We had many intellectual minds, but lack of services restricting them. Users are not thriving to library because they are unaware of library services. Here the need of, marketing of library services arises. Promotional activities give visibility in public. Marketing of library services helps the user to acquire the resources in best possible way. In this regard libraries can conduct: (a) Public announcements on radios, newspapers and TVs (b) Book Exhibitions, Book Fairs, Book Displays (c) Co-relating between pattern of exhibition and library services in exhibition premises (d) Conducting recreational activities in library. Within the library also librarians can encourage users by having good atmospheric conditions like neat and tidy environment, drinking water and zerox facilities etc.
Promotions of marketing activities depend upon various mediums and skills like personal skills, e-mails, internet, newsletter and leaflets. As a librarian we are the persons, who have to actively promote and advertise library services.
1. Introduction
We are living in 21st century and library plays pivotal role in almost every field of knowledge. Whether Science and technology, Banking, Insurance, Mass media etc., each and every field needs continous development and growth and library helps in this. Marketing is defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Marketing basically involves two processes first identification of customers needs and then try to fulfill that requirement. As a librarian we are the persons who are continuously in this process and try to fulfill the demand of users.
2. Need of Library Services
Library helps in research and development, and in growth of any subject or concept or field. The development of any nation is broadly depends upon researchers, but instead of having good library and library services, they are unable to give their best. The reason is that they are not aware of library services, the titles and resources of library were not utilized properly because of lack of awareness about services. With the growth of cyber world and internet, the services of library is also growing and developing. But lack of information about services curbing the users, hence the requirement for the marketing of library services crop up. Marketing and promotional activities give visibility to the library in public. And hence resources of library utilized in best possible way. In order to perform marketing services effectively librarians has to do three steps: market research, plan accordingly and then execute the plan.
Marketing or advertising of library services are basically different from advertising or marketing in commercial sense. The latter is competitive in nature, while libraries promotion is invariably informative. Marketing of library is done to spread awareness of the facilities offered by libraries and of the need they can fulfill. Hence, it indicates library as a provider of knowledge and information. The principal objective is to bring the library and community closer together.
3. Marketing of Library Services
Libraries can promote and market services in two ways, first within the premises and secondly beyond the library premises.
3.1. Marketing beyond Library Premises
Beyond the premises librarians can conduct the following activities:
3.1.1. Public Announcements: Librarians can carry out public announcement activities on radios, newspapers and TV’s. If library is launching any new service, they can announce it on different Medias. As now day’s radio is very popular and in rural areas also, radio facility is available, hence it can be actively used for marketing. It is an excellent medium for reaching the non-user.
3.1.2. Book Fairs/ Book Exhibition/ Book Displays: Time to time by conducting these activity, users came to know new arrivals of library. And this gives visibility to the library collections, hence, users get motivated to use library. By using book fairs as an aid librarians can make users aware about their services. Librarians can use this activity as a platform for marketing its services.
3.1.3. Co-relating between pattern of exhibition and library services in exhibition premises: Exhibitions of different product gathers the bulk public, librarians can place a small stall of library books and make the people aware of their new services. Banners of library can be utilized for visibility in these exhibitions.
3.1.4. Recreational Activities: The places where any recreational activities like cooking, painting, music, art competitions were going on. Their also, by conducting one presentations the librarians can create awareness and market their library services.
3.1.5. Organizing Seminars: The librarian would conventionally conduct seminars and workshops for library services. Always take along some leaflets or handouts for distribution at the end of the seminar to reinforce audience, what has been said and to remind them of the library services after they have left the seminar and workshop.
3.1.6. Holiday mobile libraries and book buses: These services of libraries are very valuable as they take the library out of its normal extent and can able to capture the attention of non-users of the library.
3.2. Marketing within Library Premises
Within the premises also the librarians can gather public and market library services. Like
Book Exhibitions, displays can be conducted within the library itself. Activities which are predominantly book or library oriented will include talks of authors, illustrators and book collectors and film and slide shows relating exclusively to the library service. One of the most enlightening means can be used for introducing larger library to the community by the way of guided tour; this includes a look behind the scenes at those departments to which the public do not normally have access. Special events may also be put on for particular group of user, like open evening for business men and service class. All these events give excellent opportunity to key library personnel to make contacts with regular and potential users in commerce and industry in the locality. For all the above events library lecture hall or meetings rooms can be used. All these library presentational activities need careful planning and execution.
4. Promotions of Marketing Activities
Marketing and promotional actions entail various mediums and skills like:
Personal Skills: The behavior in person or in telephone, matters in user’s rating of the library. Skills like professionalism, soft speaking with smile and grace helps in building healthy relationships with users. A librarian should be soft spoken and mixing in nature then only it will be easy for them to convey their information.
· E-Mails: With the introduction of Internet, various tasks can be performed very easily. Through e-mails advertising messages reach to the user very easily and quickly. It is the best method for reaching to the user quickly and cheaply.
· Newsletter and Leaflets: Both are the means of disseminating the information. Leaflets and guides can be used to for displaying on notice boards. And newsletters are used for listing interesting new websites, new journals, new services and for general science news of interest. Newsletter should be produced on regular basis.
· Good quality print, use of more illustrations, pictures and use of catchy headlines helps a lot in good marketing.
A good marketing attracts the attention of the public and hearten the users. And time and cost is involved in the marketing, so always make sure that you get the full benefit of cost incurred. Marketing should be done within the time limit and with good frequency. 5. Conclusion
Marketing and promotion of library services are purely in the hands of librarian. For that the librarian should well aware of all the services, so that they can able to elucidate the doubts of users. Marketing gives wide range of contacts with the public and furnishes unique opportunity to improve on previous standards and to lead the way in local government in the provision of publicity of a high standard. Every thing had some positive sides and with that some negative points too. It harm when it creates a demand which cannot be met, or raises expectations beyond our capacity to conform them. So, marketing should be engaged up to the extent that it should reach to the acceptance level, in both quality and quantity.
References: -
[1] Stoakley, Roger (1994). Outlines of Modern Librarianship: Presenting the Library Services (pp. 60-94). London: C Live Bingley.
[2] Gupta, B.L. (1989). Library Service: Important
Documents. Jaipur: Pointer Publishes.
[3] Manley, Marian C. (1946). Library Service to Business Its place in the Small City. Chicago: American Library Association.
[4] Buckland, Michael K. (1983). Library Services in Theory and Context. Oxford: Pergamon Press.
[5] Robb, C. A. (2002). Marketing the Small Library: Conference paper. Retrieved from
http://skyways.lib.ks.us/KSL/ce/mar keting/part-three.htm (on 14/01/2009)
[6] Steadley, M., & Gray, C. (2003). Library and Information Services Marketing. UI Current LIS Clips: A Current Awareness Service for Library and Information Science.
Retrieved from
http://clips.lis.uiuc.edu/2003_09.html (on 20/01/2009)
[7] Schmidt, J. (2000). Unlocking the Library: Marketing Library Services. A Case Study Approach. Australia: University of Queensland. Retrieved from
http://www.library.uq.edu.au/papers/ unlocking_the_library.pdf (on 20/1/2009)
[8] Laermer, R., & Mark, S. (2007). Marketing. New York: Harper Collins. Retrieved from
http://en.wikipedia.org/wiki/Marketing (on 23/1/2009)
[9] Datson, E., (2007). Inspiring Customer Service in 21st Century Library. Paper presented at Department of Agriculture, Fisheries & Forest. Canberra: Australia.
MARKETING OF LIBRARY SERVICES
By Manju Yadav (Asst. Librarian)
Omegan School of Business, Vadodara
intellectmanju@yahoo.com
Abstract
In this paper, we tried to give lime light to the marketing of library services. This means to inform our user what we are doing? and what we can do?? This is the information explosion phase, and library plays imperative role in almost every field of knowledge. We had many intellectual minds, but lack of services restricting them. Users are not thriving to library because they are unaware of library services. Here the need of, marketing of library services arises. Promotional activities give visibility in public. Marketing of library services helps the user to acquire the resources in best possible way. In this regard libraries can conduct: (a) Public announcements on radios, newspapers and TVs (b) Book Exhibitions, Book Fairs, Book Displays (c) Co-relating between pattern of exhibition and library services in exhibition premises (d) Conducting recreational activities in library. Within the library also librarians can encourage users by having good atmospheric conditions like neat and tidy environment, drinking water and zerox facilities etc.
Promotions of marketing activities depend upon various mediums and skills like personal skills, e-mails, internet, newsletter and leaflets. As a librarian we are the persons, who have to actively promote and advertise library services.
1. Introduction
We are living in 21st century and library plays pivotal role in almost every field of knowledge. Whether Science and technology, Banking, Insurance, Mass media etc., each and every field needs continous development and growth and library helps in this. Marketing is defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Marketing basically involves two processes first identification of customers needs and then try to fulfill that requirement. As a librarian we are the persons who are continuously in this process and try to fulfill the demand of users.
2. Need of Library Services
Library helps in research and development, and in growth of any subject or concept or field. The development of any nation is broadly depends upon researchers, but instead of having good library and library services, they are unable to give their best. The reason is that they are not aware of library services, the titles and resources of library were not utilized properly because of lack of awareness about services. With the growth of cyber world and internet, the services of library is also growing and developing. But lack of information about services curbing the users, hence the requirement for the marketing of library services crop up. Marketing and promotional activities give visibility to the library in public. And hence resources of library utilized in best possible way. In order to perform marketing services effectively librarians has to do three steps: market research, plan accordingly and then execute the plan.
Marketing or advertising of library services are basically different from advertising or marketing in commercial sense. The latter is competitive in nature, while libraries promotion is invariably informative. Marketing of library is done to spread awareness of the facilities offered by libraries and of the need they can fulfill. Hence, it indicates library as a provider of knowledge and information. The principal objective is to bring the library and community closer together.
3. Marketing of Library Services
Libraries can promote and market services in two ways, first within the premises and secondly beyond the library premises.
3.1. Marketing beyond Library Premises
Beyond the premises librarians can conduct the following activities:
3.1.1. Public Announcements: Librarians can carry out public announcement activities on radios, newspapers and TV’s. If library is launching any new service, they can announce it on different Medias. As now day’s radio is very popular and in rural areas also, radio facility is available, hence it can be actively used for marketing. It is an excellent medium for reaching the non-user.
3.1.2. Book Fairs/ Book Exhibition/ Book Displays: Time to time by conducting these activity, users came to know new arrivals of library. And this gives visibility to the library collections, hence, users get motivated to use library. By using book fairs as an aid librarians can make users aware about their services. Librarians can use this activity as a platform for marketing its services.
3.1.3. Co-relating between pattern of exhibition and library services in exhibition premises: Exhibitions of different product gathers the bulk public, librarians can place a small stall of library books and make the people aware of their new services. Banners of library can be utilized for visibility in these exhibitions.
3.1.4. Recreational Activities: The places where any recreational activities like cooking, painting, music, art competitions were going on. Their also, by conducting one presentations the librarians can create awareness and market their library services.
3.1.5. Organizing Seminars: The librarian would conventionally conduct seminars and workshops for library services. Always take along some leaflets or handouts for distribution at the end of the seminar to reinforce audience, what has been said and to remind them of the library services after they have left the seminar and workshop.
3.1.6. Holiday mobile libraries and book buses: These services of libraries are very valuable as they take the library out of its normal extent and can able to capture the attention of non-users of the library.
3.2. Marketing within Library Premises
Within the premises also the librarians can gather public and market library services. Like
Book Exhibitions, displays can be conducted within the library itself. Activities which are predominantly book or library oriented will include talks of authors, illustrators and book collectors and film and slide shows relating exclusively to the library service. One of the most enlightening means can be used for introducing larger library to the community by the way of guided tour; this includes a look behind the scenes at those departments to which the public do not normally have access. Special events may also be put on for particular group of user, like open evening for business men and service class. All these events give excellent opportunity to key library personnel to make contacts with regular and potential users in commerce and industry in the locality. For all the above events library lecture hall or meetings rooms can be used. All these library presentational activities need careful planning and execution.
4. Promotions of Marketing Activities
Marketing and promotional actions entail various mediums and skills like:
Personal Skills: The behavior in person or in telephone, matters in user’s rating of the library. Skills like professionalism, soft speaking with smile and grace helps in building healthy relationships with users. A librarian should be soft spoken and mixing in nature then only it will be easy for them to convey their information.
· E-Mails: With the introduction of Internet, various tasks can be performed very easily. Through e-mails advertising messages reach to the user very easily and quickly. It is the best method for reaching to the user quickly and cheaply.
· Newsletter and Leaflets: Both are the means of disseminating the information. Leaflets and guides can be used to for displaying on notice boards. And newsletters are used for listing interesting new websites, new journals, new services and for general science news of interest. Newsletter should be produced on regular basis.
· Good quality print, use of more illustrations, pictures and use of catchy headlines helps a lot in good marketing.
A good marketing attracts the attention of the public and hearten the users. And time and cost is involved in the marketing, so always make sure that you get the full benefit of cost incurred. Marketing should be done within the time limit and with good frequency. 5. Conclusion
Marketing and promotion of library services are purely in the hands of librarian. For that the librarian should well aware of all the services, so that they can able to elucidate the doubts of users. Marketing gives wide range of contacts with the public and furnishes unique opportunity to improve on previous standards and to lead the way in local government in the provision of publicity of a high standard. Every thing had some positive sides and with that some negative points too. It harm when it creates a demand which cannot be met, or raises expectations beyond our capacity to conform them. So, marketing should be engaged up to the extent that it should reach to the acceptance level, in both quality and quantity.
References: -
[1] Stoakley, Roger (1994). Outlines of Modern Librarianship: Presenting the Library Services (pp. 60-94). London: C Live Bingley.
[2] Gupta, B.L. (1989). Library Service: Important
Documents. Jaipur: Pointer Publishes.
[3] Manley, Marian C. (1946). Library Service to Business Its place in the Small City. Chicago: American Library Association.
[4] Buckland, Michael K. (1983). Library Services in Theory and Context. Oxford: Pergamon Press.
[5] Robb, C. A. (2002). Marketing the Small Library: Conference paper. Retrieved from
http://skyways.lib.ks.us/KSL/ce/mar keting/part-three.htm (on 14/01/2009)
[6] Steadley, M., & Gray, C. (2003). Library and Information Services Marketing. UI Current LIS Clips: A Current Awareness Service for Library and Information Science.
Retrieved from
http://clips.lis.uiuc.edu/2003_09.html (on 20/01/2009)
[7] Schmidt, J. (2000). Unlocking the Library: Marketing Library Services. A Case Study Approach. Australia: University of Queensland. Retrieved from
http://www.library.uq.edu.au/papers/ unlocking_the_library.pdf (on 20/1/2009)
[8] Laermer, R., & Mark, S. (2007). Marketing. New York: Harper Collins. Retrieved from
http://en.wikipedia.org/wiki/Marketing (on 23/1/2009)
[9] Datson, E., (2007). Inspiring Customer Service in 21st Century Library. Paper presented at Department of Agriculture, Fisheries & Forest. Canberra: Australia.
OSB Vadodara Students win cash awards
The principal Prof Subashish Chaterjee announcing the Prizes
The Director Mr. Biplab Halder Giving the Prizes
The Director along with the Principal & Staff of OSB Vadodara
The Director of OSB Mr. Biplab Halder gave cash awards to the students who had won the third prize in Manuscript (Paper Presentation) and Lucrative (Virtual Share Trading Game)held at Parul institute of management, Baroda. The students won a cash prize of Rs.3000/-which was matched by OSB.Wednesday, April 29, 2009
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