I came across this interesting article in The Financial Express about Tata Sky’s plans for its value added services. Speaking to The Financial Express, Vikram Mehra, the Chief Marketing Officer of Tata Sky revealed that they have partnered with renowned chef Sanjeev Kapoor and florist chain Ferns 'N' Petals to increase their value added services portfolio. While Sanjeev Kapoor's recipes would be a part of Tata Sky's Active Cooking service, Ferns 'N' Petals would offer flower delivery service across the country.
In the interview, Vikram Mehra said and I quote "We have tied up with Sanjeev Kapoor to showcase his recipes on our Active Cooking channel. Also, we have partnered with Ferns 'N' Petals, who would deliver the flowers and cakes across the country,"
Apparently, the user needs to choose flowers or cakes which have product codes and SMS the code to the company and a representative would call back to take the delivery details.
I believe a lot of consumer insight and research must have gone into this. While Tata Sky is a DTH company, it has been consistently improving its value added services. It does appear to be a well thought through strategy. As the competition between various DTH operators increases, there will be very little differentiation in terms of content. Then, it is value added services like these which will distinguish one operator from the other. Tata Sky is preparing for such a scenario to maintain its position as a market leader.
I can’t but help think that most guys would love the idea that they can send flowers and cakes to their wives or girlfriends without having move out from their comfort zones. They woudnt have to bother going out in the hot sun for flowers and cakes! I must say Tata Sky grip on consumer insight is getting stronger by the day!
Check out the following link for the details of the interview
http://www.financialexpress.com/news/tata-sky-enhances-vas-offers-flower-delivery/450768/
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