STP of Tata Sky
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Transcript of STP of Tata Sky
SEGMENTATION, POSITIONING AND TARGETING
Geographic|Demographic|Behavioral|Psychographic
Positioning
Targeting
A g e a n d L i f e C y c l e
• Actve Stories and Actve Wiz Kids (For 2-7 year olds)
• Actve Learning (Designed specifically for preschoolers)
• Actve Games (Interactive games for all ages)
• Actve Darshan (Focus on customers belonging to older age groups)
• Actve Vedic Maths (solve mathematical problems faster than conventional methods taught in school and colleges)
G e n d e r
• Actve Cooking (Tune into Actve Cooking and enjoy over 200 recipes every month master chefs like Tarla Dalal, Harpal Singh Sokhi, Jiggs Kalra, Nilesh Limaye & other popular chefs)
I n c o m e
• Multiple Channel Packages: Recognizing vast differences in pocket sizes of different consumer segments, many different packages are available
• Examples – Super Hit Pack, South Starter Pack, South Value Pack, South Saver Pack etc.
Demographic Segmentation
Re g i o n
• Installation of services even in the most remote areas and first ‘At Sea’ installation
• Separate packs for North and South regions
• Several regional channels
States
• Pan-India : Presence in all the states across India
• Services even in Leh, Ladakh and Kargil
Rura l and semi-urban
areas
• Tie-ups : with ITC’s e-Choupal to expand its distribution network and penetrate rural market
• B2B : tie-up with Tata Indicom , Pantaloon etc for urban market penetration
• Introduced a Rs 99 low value pack of 53 channels
Geographic Segmentation
O c c a s i o n s
• Discounts during festivals (Discounts on set top boxes during Diwali)
• Unique offerings during festivals (Launched Tata Sky Karaoke during Holi)
• World Cup Offers (Watch the World Cup with Hrithik Roshan)
N e e d s a n d B e n e fi t s
• HD Picture and Sound (Great picture quality, incredibly vivid colours, sharper images and stunning surround sound)
• 24x7 Customer support
• The Tata Sky Guide (A multi purpose guide to all the TV channels)
• Parental Controls (Regulate TV watching through channel locking)
• Search and Scan Banner (Browse what is happening on other channels without changing the channel)
U s e r S t a t u s
• Friends and Family offer (Benefits offered for recommending Tata Sky)
• Low Set up Costs (50% off on installation, 5 months of free viewing)
• Easy Financing options (0% EMI schemes)
• Custom channel Packs (Regional channel packs)
Behavioral Segmentation
Psychographic SegmentationL i festy les
• Movies like Slumdog Millionaire, 1920 in its showcase channel for people to have a near theatre experience at home
Persona l i ty Tra i ts
• Targeting the youth by showing the concerts like Beyonce- Live at Wimbley and AC/DC –No Bull concerts in their showcase channel
• Active Mall targeted at people who like to shop for electronics appliances, household goods and even mobile ringtones from their house
Values
• Active Darshan – Religion has a significant influence on the values and keeping this in mind it provides live telecasts from 6 revered temples and 3 spiritual channels
Targeting
Brand value of Tata and technology of Sky made it a brand to reckon with.
Aamir Khan and Asin as ambassador for brand in south has it given top of mind recall value.
‘Family and Friends referral’ scheme, new products like mobile app have made consumers make mental commitment to buy the product
Brand Image
Recall value
Brand Purchase
Value added
servicesGaming, education, virtual pilgrimage, flower delivery, etc
Targeting
Factors Market size, expected growth, competitive position, compatibility with objectives
Multi-Segment Targeting
HousewifeReligious content Kids
26
21
20
10
11
11
1
Dish TV
Tata Sky
Airtel Digital
Reliance Digital TV
Videocon D2H
Sun Direct
DD bharti
2006 2007 2008 2009 20100
1000
2000
3000
4000
5000
60005000
3500
2000
1000 899
Decline in price
Market Share
Competition
PositioningBetter picture
quality
The interactiv
e Offering
Customer
Service
Isko Laga Dala, Toh
Life JINGALALA!
Redefined the language of technology by creating interactivity and dispelling fear of technological fuss in the mind of the layman
3C Strategies
Consumer insight shows that television is the only affordable family entertainment option available for middle-class Indians today.
Tata Sky gives people a new dimension in TV viewing, thanks to its 3Cs strategy. Choice: 170 + channels; DVD/HD picture quality
Control: Viewers can control the content; Child lock
Convenience: 4-day listing of all programs
Strategies
Customer Acquisition strategy: Focused marketing campaign
Launch of
Distribution and after sales service
Customer Retention strategy: Upgrade to TataSky+ by exchanging regular Tata Sky
Activ Services
Subscribers can suspend their viewing services temporarily
24x7 call center services
Convenient relocation services
Strategies For The Rural Sector
Customizing offering
Combination of national challenges with regional challenges
Educational package
Appointing the village head as Distributor and Promoter Villagers tend to listen to the village head
Can be supplemented by giving a free subscription to the village head
Are The Current Strategies Successful?
Tata Sky’s growth has been helped by strategies like: MDU : Multi Dwelling Unit
Activ services. It’s Bangalore based R&D center produces original content in science, GK and mathematics, which is becoming popular in schools.
Schemes like 50% off on installations.
References
www.tatasky.com
www.indiabroadband.net
www.indiandth.com
www.dishtracking.com
http://indianresearchjournals.com/pdf/IJMFSMR/2012/March/4.pdf
From:
The Jhinga La La BoysShwetabh|Tanay|Vikrant|Prathmesh|Harsh|Kritarth
THANK YOU