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TATA Sky
Introduction
Product Transformed television into an intelligent medium, which engages the viewers Introduced Active Services
Communication Gap
TATA SKY
LOGISTICS/ MARKETING/SALES
DISTRIBUT OR
DEALER
DEALER SELLS AND INSTALLS THE EQUIPMENTS AND COLLECTS FIRST SUBSCRIPTION
DEALER REQUESTS FOR ACTIVATION OF SERVICES AND REMITS FIRST SUBSCRIPTION ACTIVATION/UPGRADATION/BILLS/ OTHER SERVICES PAYMENT/REQUESTS/COMPLAINTS
CUSTOMER PREMISES
Communication Challenges
Intangibility of Services
PHYSICAL REPRESENTATION STRATEGY Set top box Dish antenna Remote User- interface Dealers showroom Website Instruction manual
Intangibility of Services
Intangibility of Services
Generality to Specificity 1.7% Downtime only! 24X7 Customer Care Service 300+ Channels 50+ VAS Within 48 Hrs Complaint Resolution
Intangibility of Services
Intangibility of Services
Intangibility of Services
Intangibility of Services
Mental Impalpability to Palpability Step by step renewal process on the User Interface, web site, etc. Regular playback of customer testimonial in TATA Sky Interactive
Intangibility of Services
Intangibility of Services
Intangibility of Services
Intangibility of Services
Intangibility of Services
Intangibility of Services
Intangibility of Services
Intangibility of Services
E.g. Customer was promised free service which was not installed till 15 days.
Boundary Spanners unaware about the special offers sent to the customer Personnel at the kiosks and recharge centers do not have adequate and sufficient information for the walk in customers
Intangibility of Services
Integration of Communication
Puppet Ad
Interactive Services
Food Thali Ad
Get what you want- Customize your pack
External Marketing
Interactive Marketing
Internal Marketing
Campaigns on TV Newspapers Hoardings Radio Mentions Movie Initiations Web-site (more than 17.5 million hits in its first week of launch) Social Networks Internet OOH Media Sponsorships Road Shows Exhibitions
External Marketing
Interactive Marketing
Internal Marketing
External Marketing
Interactive Marketing
Internal Marketing
External Marketing
Interactive Marketing
Internal Marketing
External Marketing
Interactive Marketing
Internal Marketing
External Marketing
Personal Selling (Retail Outlets, Road Shows and Company Executives)
Interactive Marketing
Internal Marketing
External Marketing
Interactive Marketing
During the launch period hired talent from consumer durables /FMCG /telecom /broadcast media and, in turn, training them on the product/processes/installation, etc. Importance given to get people with a positive attitude, the potential to learn and the desire to take on the challenge of launching new category.
Internal Marketing
External Marketing
Current- 3,000 employees, technical workforce in uplink facility at Gurgaon and installation teams across India.
Interactive Marketing
drawn HR support from both stakeholders Tata and Newscorp in setting up systems
Tata name helped in attracting talent and Newscorp, with their expertise in the DTH space, assisted in specialized areas such as legal, content, training and call center operations.
Internal Marketing
External Marketing
Policies
Transparent open door policy
Interactive Marketing
Experiences some attrition which is considered healthy Employees do not leave due to good work culture and ambience
Internal Marketing
External Marketing
Policies
Development centersindividual development plan for each employee
Interactive Marketing
Employee engagement initiatives- involving employees and their families Motto- service with a smile
Internal Marketing
Personal Communication
Advertising
Sales Promotion
Publicity and PR
Instructional Material
Corporate Design
Personal Communication
Marketing Expenditure:
15 % of total Sales 5 % Advertisement Full Integration and strong correlation in the messages from all the different sources- OOH Ads, TVC, Print and Radio Mentions
Advertising
Sales Promotion
Publicity and PR
Instructional Material
Corporate Design
Personal Communication
Spectacular response.
Tata Sky website recorded more than 17.5 million hits in its first week of launch Awareness levels of DTH 35% in August 2006 before the Tata Sky, launch soared to 98% within one year (Source: TAM Study, GfK Mode Brand Track Study)
Advertising
Sales Promotion
Publicity and PR
Instructional Material
Corporate Design
Personal Communication
Advertising
Sales Promotion
Publicity and PR
Instructional Material
Corporate Design
Personal Communication
1% Sponsorships
Advertising
Sales Promotion
Publicity and PR
Instructional Material
Corporate Design
Personal Communication
Advertising
Sales Promotion
Publicity and PR
Instructional Material
Corporate Design
Personal Communication
Advertising
Sales Promotion
Publicity and PR
Instructional Material
Corporate Design
Branding
Presented Brand
Tata Sky uses emotional branding strategy EMOTIONAL SATISFACTION- A KEY MARKETING VALUE DRIVER The strongest brands always effectively express emotional and often social benefits The brand image is that of a young innovative company focused on providing the best products and services to its consumers and willing to go the extra mile to make their 'life jingalala.'
Customer Experience
Thank You