Its high price notwithstanding, Tata Sky+ in a very short span of time was able to create a significant place in the consumer’s life, next only to their mobile phones
TATA SKY+
CAMPAIGN: Tata Sky+ launch
AGENCY: Ogilvy India
OBJECTIVE: Tata Sky believed that their product stood for the discerning individuals and to reinforce that image in the minds of the target audience, the company decided to launch the first Personal Video Recorder (PVR) box (branded Tata Sky+) in the country at a price of Rs.9,999. The task at hand was not only to sell a fixed number of the new Tata Sky+ but also to help retain the market share of the base box.
STRATEGIC CHALLENGE: The latter part of 2008 saw the entry of two major telecom players in the Indian DTH space – Airtel Digital & Big TV – and both these players with deep pockets were known for playing cutting price wars while marketing their offerings. At that time, Tata Sky (the second largest player) was already charging a 40-50% premium for its base model. The communication had to help Tata Sky hold on to its market share without shedding its premium positioning and to continue to rake in the same kind of margins.
BIG IDEA: Tata Sky+ was the first PVR box in the country and its USPs were features like recording, rewinding and pausing live television. The idea was to communicate this USP and at the same time ensure that this new set top box does not get positioned as a product only for the tech freaks!
EXECUTION: The first phase of the campaign consisted of creating curiosity about this new product and hence various teasers featuring Aamir Khan were launched. The next phase was the actual launch phase that communicated what this new product was. The final stage was the follow-up phase, which talks about real life application of the product and how it helps them in consumers lives. [For example in one TVC, Aamir talks to his mom-in-law in a leisurely manner as he knows that his live football match is being recorded on Tata Sky+].
EFFECTIVENESS: The campaign was able to meet all quantitative targets that were set for the PVR box as well as the base box. Additionally, a consumer survey that was done in the homes that had Tata Sky+ installed, acknowledged it as the most important consumer electronic product in their homes, next only to their mobile phones.
TATA SKY+
CAMPAIGN: Tata Sky+ launch
AGENCY: Ogilvy India
OBJECTIVE: Tata Sky believed that their product stood for the discerning individuals and to reinforce that image in the minds of the target audience, the company decided to launch the first Personal Video Recorder (PVR) box (branded Tata Sky+) in the country at a price of Rs.9,999. The task at hand was not only to sell a fixed number of the new Tata Sky+ but also to help retain the market share of the base box.
STRATEGIC CHALLENGE: The latter part of 2008 saw the entry of two major telecom players in the Indian DTH space – Airtel Digital & Big TV – and both these players with deep pockets were known for playing cutting price wars while marketing their offerings. At that time, Tata Sky (the second largest player) was already charging a 40-50% premium for its base model. The communication had to help Tata Sky hold on to its market share without shedding its premium positioning and to continue to rake in the same kind of margins.
BIG IDEA: Tata Sky+ was the first PVR box in the country and its USPs were features like recording, rewinding and pausing live television. The idea was to communicate this USP and at the same time ensure that this new set top box does not get positioned as a product only for the tech freaks!
EXECUTION: The first phase of the campaign consisted of creating curiosity about this new product and hence various teasers featuring Aamir Khan were launched. The next phase was the actual launch phase that communicated what this new product was. The final stage was the follow-up phase, which talks about real life application of the product and how it helps them in consumers lives. [For example in one TVC, Aamir talks to his mom-in-law in a leisurely manner as he knows that his live football match is being recorded on Tata Sky+].
EFFECTIVENESS: The campaign was able to meet all quantitative targets that were set for the PVR box as well as the base box. Additionally, a consumer survey that was done in the homes that had Tata Sky+ installed, acknowledged it as the most important consumer electronic product in their homes, next only to their mobile phones.
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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