2. 2
Shashank Pore
• A seasoned professional with over 18years’ of Product/Brand Management
&Operations experience in FMCG & Telecom sector with organizations like
Nestle, Gillette, Reynolds, Idea cellular & Tata Teleservices.
• Extensive experience in building and managing brands which require deep
understanding of critical business drivers in multiple markets and categories
across foods, Instant drinks, Chocolates, Writing Instruments, Grooming,
Portable Power & Telecom
• Marketing Management including all significant activities such as new
product development & launch, marketing communication, media planning
& buying, use of research ECT.
• Last assignment was as National Head for 3G services at Tata Do Como
4. 4
INTERNET TILL 2007
• LAN in office
• Broadband @ home
• 1X technology PCMC slot cards for lap tops
• No Wi-Fi hotspots in public places
5. 5
MARKET SCENARIO-07
• Existing base 21Mn pcs
• Desktop has been 87% of the base
• 07 sales been 7.3 Mn pcs
• Desktop has been 75% of the base
• Notebook has been 25% of the base
• Expected desktop sales to
remain stagnant
• While sale of notebooks would
supposedly boom
6. 6
PROJECTED LAPTOPS SALES
FOR NEXT YEAR
EVERY LAPTOP TO
HAVE A DATA CARD
3.49 MILLION
OPPORTUNITY
SOURCE: IDC / IMRB & IMAI REPORT 2009
15. TATA PHOTON TV - RAISING THE BAR ON SPEED
15
The acid test of download speed was considered to be live TV transmission to reinforce association
with speed
19. 19
SALES HAVE INCREASED
0
20000
40000
60000
80000
100000
120000
Tata Photon Plus Monthly Sales(000)
0
10
20
30
40
50
60
70
2010/Apr 2010/May 2010/Jun 2010/Jul 2010/Aug 2010/Sep 2010/Oct
Tata Photon Plus Monthly Revenues(crs)
• Tata Photon commands an ARPU
of INR. 702/- pm
• Monthly revenues are growing
consistently month-on-month
20. 20
TATA PHOTON IS INR. 900 CR BRAND
WITH MORE THAN 1.2 MILLION
SUBSCRIBER BASE.
72% SUBSCRIBER BASE FROM THE 7
TOP CENTRES
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
Apr May Jun Jul Aug Sep Oct
Existing Subscriber Base
A BRAND BECOME CATEGORY
AND INNOVATION LEADER.
21. 21
BRAND SCORES HAVE INCREASED IN ALL
PARAMETERS
Tata Photon Brand Health
Study 2010
22. 22
THE ENVIRONMENT
Today’s Environment 3G Environment
While 3G will create a new buzz, it will be a speed descriptor used by every player
Association with 3G will be a matter of parity than distinct advantage
23. 23
MULTIPLE BRANDS JUMPING THE ‘SPEED’ BANDWAGON
• SPEED WILL BECOME A HIGHLY CLUTTERED AND
CONTESTED DOMAIN.
• CLAIMS & COUNTER-CLAIMS AS “Mbps” GOES UP.
• FUNCTIONAL BENEFIT THEREFORE CHANCES OF
BECOMING A TRANSACTIONAL BRAND.
24. 24
Read
Work
Watch
Communicate
Know
Roles
Daily News, Magazines, Books
Files, Paperwork,
Meetings
Movies, News, Sports, Serials
Write, Talk, Meet
News, Places, Films
CWE, Provider
Study & Play
ONE LIFE
Activities
White Papers, Forums, Threads,
Blogs …
Presentations, Offsite sessions,
Networking, Profiling, Webinars…
Reality Shows, TED, You Tube Videos,
Live TV on the go…
SMS, Email, Chat, Conference, Tweet,
Facebook…
Trends, Wines, Hotspots, Weekend
Getaways…
Supportive Husband, Participative
Parent, Socialite, Fitness Freak,
Socially Responsible Citizen…
+
+
+
+
+
+
College, Tuitions, Computer Classes,
Movies, Malls, Surf, Hangout, PSP…
99 LIVES
+
26. 2626
HIGH SPEED
INTERNET
ON THE GO
TIME IS THE NEW
LUXURY
GET SPEED
GET TIME
KEY CATEGORY DRIVER KEY CONSUMER VULNERABILITY
“SPEED” AS A FUNCTIONAL
PRODUCT EXPERIENCE
“TIME” AS AN EMOTIONAL
BRAND EXPERIENCE
YOUNG, CONTEMPORARY, ENERGETIC, SMART, WITTY, SURPRISING
CORE BRAND PROMISE
37. 37
SPECIAL EDITION OF TATA PHOTON PLUS
• Primary Objective: Create a market conversation & differentiator
in terms of offering from the stable of Tata Photon Plus - launching
2 new special edition of Tata Photon Plus
• Women’s edition of Tata Photon Plus
• Celebration/ Festive edition of Tata Photon Plus
• Status: WIP
• To be launched: <> Women’s edition: 1st week of Dec <> Festive edition: 3rd week
of Dec
• Creative elements: <> Digital campaign (2 week plan) <> Website hosting <> POS
37
Women’s edition device Festive edition device
40. 4040
Top of mind
Awareness
Consideration ITP
11%
Any Photon
8%
Photon + Would consider
76%
Image
82%
Tata
75%
Competition
18%
Photon +
12% 9%
Sept ‘10
Jan’11 64% 74% 71% 18%
Avg. Top 2 Box endorsement
Source: Brand Health Study: Tata Photon Plus Round 4 – Jan’11
All Respondents n=2625
BRAND SCORES
64%
Any Photon
42%
Photon +
60% 42%
Total Spontaneous
Awareness
• Photon has been out of Television space for quite some time. At the same time 3G brands have
started high decibel marketing noise
• Impact of this can be seen in significant drop in spontaneous brand awareness & consideration.
ATL Campaign period:
- Aug-Sep’10 (Tactical): “Unlimited Internet”
- Feb’10 (Tactical): “Now on prepaid”
- Dec’09 (Brand Campaign): “Photon TV”
- July-Aug’09 (Brand Campaign): “I carry Speed”
41. 41
THE BRAND TODAY
• Born on 11th March 2008
• Has 2mn loyal consumer
• Revenue of PY (2011-2012) Rs 1800 crs
• Market share of 45%
• Best brand recall
• Category synonym
