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Help Tata Sky: Course correction, direct to consumer
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Tata Sky is attempting to calibrate its offerings based on feedback, while telling the audience it is ‘premium’ only on offering, not price.

Creating a certain perception about a category or brand is, arguably, easier than changing entrenched perceptions. The latter challenge for the DTH category, and itself in particular, is what Tata Sky has taken up — starting with the perception that it is ‘expensive’ and ‘inflexible’. And, like any services category, DTH is replete with challenges of customer dissatisfaction — proof of which is available in abundance on the Internet.

The dissonance between consumer perception on parameters such as pricing and service quality, and what is actually on offer, was accentuated by lack of consumer awareness, thanks in large part to lack of communication, argues Vikram Mehra, Tata Sky’s Chief Marketing Officer, in conversation with BrandLine.

The brand says it has brought down pricing, introduced new packages, tightened the back-end on service, and introduced value-additions born of consumer feedback. A series of TV commercials are on air, and Mehra reveals that channel partner education is in focus too.

He says, “We’re still not flawless. We still have issues. But we try to not make commitments in the market till the time we are reasonably comfortable that our team knows what it is talking about.” More excerpts:

Read Full Story at Indian DTH Blog

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