Service Marketing Communications and Branding

TATA Sky

Introduction
Product Transformed television into an intelligent medium, which engages the viewers Introduced Active Services

Communication Gap

TATA SKY

LOGISTICS/ MARKETING/SALES

CUSTOMER PREMISES EQUIPMENT

DISTRIBUT OR

CUSTOMER PREMISES EQUIPMENT

DEALER

DEALER SELLS AND INSTALLS THE EQUIPMENTS AND COLLECTS FIRST SUBSCRIPTION

CUSTOMER CARE CENTER

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

Inadequate management of service promises

Inadequate management of customer expectation

Inadequate customer education

Inadequate internal marketing communication

PHYSICAL REPRESENTATION STRATEGY Set top box Dish antenna Remote User- interface Dealers showroom Website Instruction manual

Intangibility of Services

Inadequate management of service promises

Inadequate management of customer expectation

Inadequate customer education

Inadequate internal marketing communication

Intangibility of Services

Inadequate management of service promises

Inadequate management of customer expectation

Inadequate customer education

Inadequate internal marketing communication

Generality to Specificity 1.7% Downtime only! 24X7 Customer Care Service 300+ Channels 50+ VAS Within 48 Hrs Complaint Resolution

Intangibility of Services

Inadequate management of service promises

Inadequate management of customer expectation

Inadequate customer education

Inadequate internal marketing communication

Intangibility of Services

Inadequate management of service promises

Inadequate management of customer expectation

Abstractness to Concreteness Detailed description of various services and their benefits

Inadequate customer education

Inadequate internal marketing communication

Intangibility of Services

Inadequate management of service promises

Inadequate management of customer expectation

Inadequate customer education

Inadequate internal marketing communication

Intangibility of Services

Inadequate management of service promises

Inadequate management of customer expectation

Inadequate customer education

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

Inadequate internal marketing communication

Intangibility of Services

Inadequate management of service promises

Inadequate management of customer expectation

Inadequate customer education

Inadequate internal marketing communication

Intangibility of Services

Inadequacy in management of service promises

Network Inconsistency- Rain Fade. New connestion request-24-48 hours promised-Not done. Inefficient Customer Service Centre. (unprofessional) Delay in starting of services and installation.MORE???

Inadequate management of service promises

Inadequate management of customer expectation

Inadequate customer education

Inadequate internal marketing communication

Payment issues Problem in Relocation of dish

Intangibility of Services

AND the Adequacies

24X7 Customer Care Service Immediate recharge-Internet, Phone Clarity, High-definition channels, MPEG 4 Technology Widest selection of regional channels Single remote usage External Communication:360* Marketing Campaign completely integrated providing strong service delivery guarantees

Inadequate management of service promises

Inadequate management of customer expectation

Inadequate customer education

Inadequate internal marketing communication

Intangibility of Services

Inadequate management of service promises

Inadequate management of customer expectation

WHAT DO YOU THINK OF THIS.????

Inadequate customer education

Inadequate internal marketing communication

Intangibility of Services

Trishas personal experience..

Inadequate management of service promises

Inadequate management of customer expectation

Inadequate customer education

Inadequate internal marketing communication

Intangibility of Services

Inadequate management of service promises

Inadequate management of customer expectation

Inadequate customer education

Inadequate internal marketing communication

Intangibility of Services

Inadequate management of service promises

Inadequate management of customer expectation

Inadequate customer education

Inadequate internal marketing communication

Intangibility of Services

Inadequate management of service promises

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

Inadequate management of customer expectation

Inadequate customer education

Inadequate internal marketing communication

Intangibility of Services

Use of integrated ERP, CRM and MIS systems

This would provide one-stop information to the boundary spanner about the customer account status, outbound or inbound communications, etc. Intranet portal, newsletter, review meetings, etc

Inadequate management of service promises

Inadequate management of customer expectation

Inadequate customer education

Inadequate internal marketing communication

Integration of Communication

Message given over time

Amir Sardar Ad
Sardar telling his son that the STB was stolen to emphasize the picture quality

Actve English Ad-Son and Mother

Mother speaks English fluently making use of Active English services

Amir & Gul Panag Ad

Start and pause feature

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

TATA Sky Interactive Interface Customer Care Executives

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

Communication Mix Elements 360* Marketing Campaigns

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

7% Discounts and Promotions

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.'

External Brand Communication

Amir makes a perfect fit with Tata Sky brand values of trust, high-quality, entertainment and innovation. As our brand ambassador, he will be instrumental in communicating the benefits of Tata Sky to customers across the country.

Mr Vikram Kaushik Former CEO

Customer Experience

Thank You