This document discusses strategies for a potential "Super App" by Tata. It outlines: 1) How the Super App could integrate various Tata products and services like Tata CLiQ within a single application, creating convenience for users. 2) A product hierarchy is presented, with a basic Tata app at the bottom and a potential integrated app with virtual reality at the top. 3) Gaps in service quality are identified between expected and perceived services, including gaps in communication, service design, and delivery that could be addressed. 4) The 7Ps of marketing (Product, Price, Place, Promotion, People, Process, and Physical Evidence) are expanded for how they

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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M
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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