Add Your Company Slogan

Isko Laga Daala Toh Life Jingalala

Presentation Flow
 Assumptions for the Case

• Product offered and the allied services remain the same.

• Price charged is constant.

• The number of packages offered and their content remain same.

• SEC A1, A2, B1 & B2 would majorly consist of the targeted audience for
TataSky.(For the purpose of Qualitative Marketing Research- Focussed Group
Discussions)

• Tata Sky is willing to invest resources to communicate & strengthen its

positioning in DTH Industry.

• Campaigns will run for one year minimum.

• No drastic change by the competitors and their strategies.

• Socio-Political and Economic environment is constant.

SAP Model
 SAP Model- 1.) Structure

Herfindahl-Hirschman Index or HHI

HHI of 3550,
Means that the industry is highly concentrated = Oligopoly Market Structure.
 SAP Model- 1.) Structure

Oligopoly Market Structure’s Characteristics

• Few no. of buyers and sellers

• Market players very well aware of competing players and their
strategies.
• High Entry Barriers
• Very Low Product Differentiation
• Therefore Market becomes “Price sensitive”

Competition Based on
Price Non Price
Competition Competition Communicating
“Value”
Analysis: TataSky & Competitor’s
Current Positioning
 Analysis

Only 2 things
•1 Increase Benefit

Value = (Perceived + Real)

ValueBenefit •Real
= (Perceived + Benefit X
Real) Benefit
Cost •Perceived
Cost
(By Communication Differentiation)
Benefit

•Decrease Cost X
 Analysis

Who will be a superior performer in the long run and gain more
market share?

 One who is pro-active

 One who shifts to a non-price based competition (that is in turn chooses

to differentiate oneself through value communication)

 We need to reconsider our Positioning Strategy

SAP Model: Positioning
 SAP Model: Positioning

Strategy for
TataSky
HOW TO STRENGTHEN CURRENT POSITIONING?
 SOME GROUND RULES !!

“A Single Minded Proposition which leverages and

enhances the existing communication messages
already with the TG”
 SOME GROUND RULES !!

Differentiate vis-a-vis competition

Reflect a long term effort
Care has to be taken that it is relevant to the
A desired strategic position of innovation should be customer
Strategic Position audience
highlighting firm
oriented
Identity
 THREE DRIVERS

•Positioning should drive & guide strategic initiatives

TataSky has the
throughout been the “First” in showing significant
organization.
initiatives in delivering interactive TV like
INSIGHT: The Benefit to the customer of gettingcertain
•It should emphasise the LATEST technology
initiatives is taken
and programs
: First
Innovation-Activ
by player in -Activ
theWizkids
company. the Industry
Learning , to -Activ Cooking
provideNOT COMMUNICATED
-Activ
the PersonalStories -Activ
Video Recording Darshan
(PVR) Technology. -Activ Astrology
-Activ Games -Activ Matrimony -Activ News
 THREE DRIVERS


All Communication with SMP that covers the Benefit Lost
Convey and“Being
express the organisation’s
aBenefit
Leader Lost culture
= Innovator
in innovation and values,
+ Tech to its
Savvy
& pioneering external
+ Latest
technology & internal customers.
Technology
in television and
the idea that the rest of the industry will follow TATASky”.
STRENGTHEN CURRENT POSITIONING

3 Main Drivers
Identifying Propositions

 
? Single
Resonate With
+ Customer Benefit + Customers =Minded
 Propositi
on
Test Propositions
Test Propositions

Digital DVD quality picture

CD quality sound
Variety of channels & interactive applications.

“Proposition Directed towards

Consumers subscribing to Cable”
Test Propositions

A one stop solution

Unparalleled customer delight
Rely on us.

“Proposition Directed towards people who

are Considering adopting DTH Service”
Test Propositions

Trust and leadership of Tata

Quality product
Superior performance

Proposition leverages brand “TATA”

Test Propositions

An interactive platform

Caters to everyone
Explore it

Proposition Directed towards people who

are looking for “More than just a TV”
Test Propositions

First to offer Enhanced Technology

Latest Technology in Television Viewing”.

“Proposition directed towards people who

are tech savvy”
Test Propositions

Flexibility
Customisation & Convenience

“Proposition is directed towards

Customising Customer Experience”
Testing Propositions
Marketing Research
Marketing Research Design
 FGD: Respondent Profile

Group Group Name Age Sex Occupation SEC

No. Group
1 Kids 1 7-14 yrs Both Males Students A1
& Females
2 Kids 2 7-14 yrs Both Males Students A2
& Females
3 Kids 3 7-14 yrs Both Males Students B1
& Females
4 Housewives 1 25-50 yrs Females Housewives A2
5 Housewives 2 25-50 yrs Females Housewives B1
6 Housewives 3 25-50 yrs Females Housewives B2
7 Young Adults 1 17-25 yrs Only Students & Working A1
Females Professionals
8 Young Adults 2 17-25 yrs Only Males Students & Working A2
Professionals
9 Young Adults 3 17-25 yrs Both Males Students & Working B1
& Females Professionals
FGD’s Result
 KEY FINDINGS

1. Unanimous Choice: “Be the FIRST to experience the LATEST in

television viewing through TATASky”

2. Impeccable Service - All except KIDS.

3. Customisation of TV viewing - Housewives & Young Adults.

4. Interactive Technology - Kids & Young Adults.

5. TATA’S Heritage and brand - Young adults as well as SEC B1 (then A1 & A2).
 INTERPRETATION

“Be the FIRST to experience the LATEST in television viewing”,

has been able to Resonate with Customers the maximum
&
Hence is chosen to be the Single Minded Proposition.
 Single Minded
Proposition

“Be the FIRST to experience the LATEST

in Television Viewing”
 Characteristics of the Chosen
Single Minded Proposition

 •A reminder for the organization to deliver on the proposition

•Credo for TataSky, urging it to innovate
Single
 •Resonates with Customers ResonateWith
+ Customer Benefit + Customers =Minded
•Suggests to the audience the concept of ; “Innovation & Leadership”

 •
Propositi
Spillover effect of brand TATA
on
“Be the FIRST to experience the LATEST in
Television Viewing”
And Lastly...
Final Communication Strategy

•Resonating with Customers

&
Enhancing Value through
chosen SMP
Final Communication Strategy

Underlying Message
Supporting

Campaigns

Supporting

Campaigns
 Creative Ideas

“Let TATASky Make Your 1st Experience with Latest Technology a

pleasurable one”

• Objective: Create buzz among Target Group with refreshing communication.

• Main Idea to be communicated: TataSky is an innovator and the first to

offer the latest technology

Creative Approach:
 Media Ideas
Key Constraints of Media Strategy
Media Approach
A Few Illustrations...
Advertising on Street Furniture

Latest TataSky Deals !!!

Creative Ideas
Advertising in Movie Theatre

“Be the 1st to Experience the Latest in Television Viewing”

On Demand Movies @ TataSky
Advertising in Movie Theatre

“Be the 1st to Experience the Latest in Television Viewing”

On Demand Movies @ TataSky
Outdoor Ads
Advertising on Second Life
 Projected Strengthened Position
Customers in 2012
8 Million Tata Sky
Strengthened
Positioning

(Be 1st to experience the

latest in television viewing)

What was What will be

(The Future)

Life is fun with TataSky

(Isko Laga Dala Toh Life •Latest Technology
Jingalala) Tata Sky
• Efficient Service
Current • Tata’s Trusted Appeal
Positioning

Customers in 2008
2.5 Million
References
Add Your Company Slogan

Thank You !
We will be pleased to answer your Questions.