The explosive growth of content-on-the-move, such as video streaming to mobile devices, has propelled research on multimedia broadcast and multicast schemes. Multi-rate transmission strategies have been proposed as a means of delivering layered services to users experiencing different downlink channel conditions. In this paper, we consider Point-to-Multipoint layered service delivery across a generic cellular system and improve it by applying different random linear network coding approaches. We derive packet error probability expressions and use them as performance metrics in the formulation of resource allocation frameworks. The aim of these frameworks is both the optimization of the transmission scheme and the minimization of the number of broadcast packets on each downlink channel, while offering service guarantees to a predetermined fraction of users. As a case of study, our proposed frameworks are then adapted to the LTE-A standard and the eMBMS technology. We focus on the delivery of a video service based on the H.264/SVC standard and demonstrate the advantages of layered network coding over multi-rate transmission. Furthermore, we establish that the choice of both the network coding technique and resource allocation method play a critical role on the network footprint, and the quality of each received video layer.