TATA Super App

1. TATA SUPER APP Service Marketing BM-668 | Group 1
Group 1: Aashwin, Ankita Shukla, Anoop TS, Baby Chandra, Heemanshu Raj

2. Inbound
Logistics
Operations
Outbound
Logistics
Marketing &
Sales
Procurement
Technology
Human Resource Management
Firm Infrastructure
Service
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Primary Activities
Support
Activities
▪ Value Chain ▪ Value Delivery Network ▪ Point of Parity ▪ Point of Difference
Super APP | Value Chain & Value Proposition
2
Source: Porter, Michael E. (1985). Competitive Advantage: Creating and Sustaining Superior Performance. New York.: Simon and Schuster. ISBN 9781416595847.
Technology

3. Super-app integrating virtual reality
Potential
Product
Super-app like WeChat
Augmented
Product
Convenience of access & usage
Expected
Product
Various apps like TATA CLiQ
Basic Product
Convenience
Core Benefit
Super APP | Product Hierarchy
3

4. Super APP | Tangibility Spectrum
4

5. Super APP | Flower of Services
5

6. Super APP | Gaps Model in Service Quality
6
Expected Services
Perceived Services
Services Delivery
Services Design
Perception of Expectation
Communication
Company
Customer
Gap-2
Gap-3
Gap-4
Gap-1
Gap-5
Gap 1:
1) Design Thinking (Empathy)
2) Network Effect & Junction
3) Combining TATA Products
Gap 2:
1) Understanding Core Needs
2) Differentiation strategy
3) Reliable service infrastructure
Gap 4:
1) Incorrect & Vague promises
2) Bad IMC Strategy
3) Lack of offering’s knowledge
Gap 5:
1) Unrealistic Promises
2) Lack of internal goals & vision
3) Lack of customer delightment
Gap 3:
1) Incorrect
employee/Education
2) Regular & Agile Trainings
3) Improvements & feedbacks

7. Super APP | Expanded Mix for Services - 7P’s
7
1. Product - Retail, E-commerce, Financial Services and Entertainment
2. Price - Products currently are usually priced on a slightly higher side due to
aggressive competitors like Amazon, Flipkart etc.
3. Place - Digital Platform and a B2C platform for sellers , Physical Stores
4. Promotion - Advertisement , Point of sales display , Merchandising, Emails,
Loyalty Schemes, Referral Schemes , Lucky Draws, Hoardings etc
5. People - Buyer, Seller Apps , Employees , Outsourced Employees like Delivery
Employees
6. Process - Transparency to Buyers and sellers, Packaging and Distribution ,
Customer Journey in App, Payment Gateways
7. Physical Evidence - Super App , Support Centre , Delivery Agencies, Shops ,
Employees , Products

8. Thank You Service Marketing | Group 1