tata sky - marketing of services

8/3/2019 Tata Sky - Marketing of Services

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Marketing of Services
http://www.tatasky.com/index.html


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Middle-market consumers are migrating

toward both discount andpremium products.

Companies that miss out on this new marketrisk being trapped in the middle and seeing

their market share steadily decline.

Markets being hourglass shaped.


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Case Background Group awakening ( 5 minutes )

1. Case Background

2. Indian DTH Industry

3. About Tata Sky

4. The Marketing Mix Product & Services5. Price

6. Distribution

7. Promotion

8. Tata Skys Interactive Services

9. Channel Packages

10. Subscription Fee for Different Channel Packages

11. The Road Ahead


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Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Continuum of Evaluation for DifferentTypes of Products


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Service

essentially intangible does not result in the ownership of anything. Its production may or may not be tied to

a physical product.


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Describe the characteristics of Tata Sky.


7/242D Jobber, Principles and Practice of Marketing, 1998 McGraw-Hill

Characteristics of services

Intangibility InseparabilityOf production from consumption

Variabilityheterogeneity

PerishabilityNo inventories can be stored

Servicecharacteristics



Intangibility

a deed, performanceor effort

difficulty in evaluation

use tangible cues

benefits on non-ownership


Inseparability

Variability Perishability





Variability Perishability


Inseparability

simultaneous productionand consumption

importance of serviceprovider

selection, training andrewarding of staff

avoid inter-customerconflict

Intangibility




Intangibility Inseparability

Perishability


Variability

standardization difficult

selection, training andrewarding of staff

evaluation systems

use of reliable equipment




Intangibility Inseparability

Variability


Perishability

consumption cannot be stored

match supply and demand

use of part-time staff

multi-skilling

participation by consumers differential pricing

stimulation of off-peak demand

comfortable waiting area

reservation system


12/24Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Three Types of Marketing in ServiceIndustries



Figure 13.3 A Blueprint forOvernight Hotel Stay



Figure 13.4 Root Causesof Customer Failure



Figure 13.7 Importance-PerformanceAnalysis


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Table 13.3 Customer Importance andPerformance Ratings

for an Auto Dealership


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Consumerarketer

Personal

Needs

ExpectedService

Perceived

Service

Past ExperienceWord of Mouth

Communications

Service

Delivery

(Pre & Post)

ServiceQuality

specifications

Management

Perceptions

Of consumer

expectations

External Communications

To consumers

Gap 1

Gap 2 (performance standards)

Gap 3

Gap 4

Gap 5

The Parasuraman, Zeithaml

and Berry model..

SERVQUAL model


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Figure 13.6 Service-Quality Model



Servicesmarketing mix

Positioning for service

Target customerneeds

PositioningTargetsegment Differentialadvantage



Servicesmarketing mix

Positioning for serviceTargetcustomer needs


accessibility

reliability credibility security responsiveness courtesy

competence confidence wide selection value prestige guarantees credit comfort privacy technical advice speed



Positioning for service

Target customerneeds


Servicesmarketing mix price promotion place product people physical evidence process


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Physical Evidence and Presentation

Place

People

Equipment

Communicationmaterial

Symbols

Price


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Case Activity - 1

Each group to highlight marketing strategies for :product, price, place, promotion, process, people,physical evidence.


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A/C Single Rs 2250/-

A/C DoubleRs 2500/-Non A/C Single occupancy

Rs 1750/-

Non A/C Double occupancyRs 2000/-

Tariff

Non A/C Pent houseRs 5000/-

Extra bedRs 750/

22 sea-facing rooms with

round the clock hot/cold water.

(Plans are afoot for air

conditioning a few rooms)

All rooms have plenty of natural light

and fresh air.Daily linen changing and room cleaning.

Prompt room service.

Both indoor and open air restaurants.

Indian, Chinese and Continental cuisine.

Ethnic food on request.

tata sky - marketing of services

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