Isko Laga Daala Toh Life Jingalala

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Isko Laga Daala Toh Life Jingalala
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Presentation Flow
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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.

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

• Oligopoly Market Structures 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

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Analysis TataSky Competitors Current
Positioning
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Analysis

• Only 2 things
• 1 Increase Benefit
• Real Benefit X
• Perceived Benefit (By Communication
  Differentiation)
• Decrease Cost X

Value (Perceived Real) Benefit
Value (Perceived Real) Benefit

Cost
Cost
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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)

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We need to reconsider our Positioning
Strategy
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SAP Model Positioning
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SAP Model Positioning
Strategy for TataSky
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HOW TO STRENGTHEN CURRENT POSITIONING?
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SOME GROUND RULES !!
A Single Minded Proposition which leverages and
enhances the existing communication messages
already with the TG
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SOME GROUND RULES !!
Differentiate vis-a-vis competition A desired
strategic position of innovation should be
customer oriented
Reflect a long term effort Strategic Position
highlighting firm Identity
Care has to be taken that it is relevant to the
audience
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THREE DRIVERS
Drive Guide Strategic Initiatives

• Positioning should drive guide strategic
  initiatives throughout the organization.
• It should emphasise certain initiatives and
  programs taken by the company.

TataSky has been the First in showing
significant initiatives in delivering interactive
TV like -Activ Wizkids -Activ
Learning -Activ Cooking -Activ Stories -Activ
Darshan -Activ Astrology -Activ Games -Activ
Matrimony -Activ News
INSIGHT The Benefit to the customer of getting
the LATEST technology is NOT COMMUNICATED
Innovation First player in the Industry, to
provide the Personal Video Recording (PVR)
Technology.
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THREE DRIVERS
Express Values and culture of Organisation
Drive Guide Strategic Initiatives
Drive the Communication Program
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Benefit Lost Innovator Tech Savvy Latest
Technology
All Communication with SMP that covers the
Benefit Lost Being a Leader in innovation
pioneering technology in television and the idea
that the rest of the industry will follow
TATASky.
Convey and express the organisations culture and
values, to its external internal customers.
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STRENGTHEN CURRENT POSITIONING
Express Values and culture of Organisation
Drive Guide Strategic Initiatives
Drive the Communication Program
3 Main Drivers
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Identifying Propositions

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Drive Guide Strategic Initiatives
Single Minded Proposition

Drive the Communication Program


Resonate With Customers

Customer Benefit

Express Values and culture of Organisation
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Test Propositions
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Test Propositions

• Digital DVD quality picture
• CD quality sound
• Variety of channels interactive applications.

Proposition Directed towards Consumers
subscribing to Cable
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Test Propositions

• A one stop solution
• Unparalleled customer delight
• Rely on us.

Proposition Directed towards people who are
Considering adopting DTH Service
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Test Propositions

• Trust and leadership of Tata
• Quality product
• Superior performance

Proposition leverages brand TATA
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Test Propositions

• An interactive platform
• Caters to everyone
• Explore it

Proposition Directed towards people who are
looking for More than just a TV
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Test Propositions

• First to offer Enhanced Technology
• Latest Technology in Television Viewing.

Proposition directed towards people who are tech
savvy
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Test Propositions

• Flexibility
• Customisation Convenience

Proposition is directed towards Customising
Customer Experience
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Testing Propositions
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Marketing Research
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Marketing Research Design
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FGD Respondent Profile
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FGDs Result
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KEY FINDINGS

• Unanimous Choice Be the FIRST to
  experience the LATEST in television
  viewing through TATASky
• Impeccable Service - All except KIDS.
• Customisation of TV viewing - Housewives Young
  Adults.
• Interactive Technology - Kids Young Adults.
• TATAS Heritage and brand - Young adults as well
  as SEC B1 (then A1 A2).

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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.
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Single Minded Proposition
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Characteristics of the Chosen Single Minded
Proposition

• A reminder for the organization to deliver on
  the proposition
• Credo for TataSky, urging it to innovate

Drive Guide Strategic Initiatives
Single Minded Proposition

• Resonates with Customers
• Suggests to the audience the concept of
  Innovation Leadership

Drive the Communication Program


Resonate With Customers

Customer Benefit

Express Values and culture of Organisation

• Spillover effect of brand TATA

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• And Lastly...

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Final Communication Strategy

• Resonating with Customers
• Enhancing Value through chosen SMP

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Final Communication Strategy
Underlying Message
Supporting
Campaigns
Supporting
Campaigns
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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
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Media Ideas
Key Constraints of Media Strategy
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Media Approach
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• A Few Illustrations...

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Advertising on Street Furniture
Latest TataSky Deals !!!
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Creative Ideas
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Advertising in Movie Theatre
Be the 1st to Experience the Latest in
Television Viewing On Demand Movies _at_ TataSky
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Advertising in Movie Theatre
Be the 1st to Experience the Latest in
Television Viewing On Demand Movies _at_ TataSky
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Outdoor Ads
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Advertising on Second Life

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Projected Strengthened Position
Customers in 2012 8 Million
(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
Jingalala)

• Latest Technology
• Efficient Service
• Tatas Trusted Appeal

Customers in 2008 2.5 Million
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References
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Thank You !
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