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Mobile Marketing Campaign by Zack TV – Making TV Go Mobile

CASELET, DIGITAL MARKETING
ET Cases, 3 Pages
AUTHOR(S) : Hitesh Motwani, Digital & Social Media Marketing Trainer & Speaker and Visiting Faculty@ IIM Bangalore

Case Preview

Mobile Marketing Campaign by Zack TV – Making TV Go Mobile

 

A new DTH service provider – Zack TV, has been launched in India. As a promotional offer it was offering its customer cheapest DTH service in India as compared to its peers such as Tata Sky, Dish TV, Airtel DTH etc. Zack TV will be launching its mobile app wherein users can watch TV anywhere anytime on the move.

Zack TV and its Market

Zack TV is a single point entertainment hub for every family member. Its aim is to entertain everyone at a click of a button. Zack TV has its presence across metro cities such as Mumbai, Delhi, Bangalore, Chennai and Hyderabad.........

Teaching Note Preview

Mobile Marketing Campaign by Zack TV – Making TV Go Mobile

 

Synopsis

A new DTH service provider – Zack TV has been launched in India. As a promotional offer its offering its customer cheapest DTH service in India as compared to its peer such as Tata Sky, Dish TV, Airtel DTH etc. Zack TV will be launching its mobile app wherein users can watch TV anywhere anytime on the move. It wanted to market its mobile app such that it could extend its services more number of users and also extend new specialized channels on a pay-per-view basis to its existing customers.

Prerequisite Conceptual Understanding/Before the Classroom Exercise/Reading

Students should have attended session on Mobile Marketing and they should revise concept on Mobile app marketing

Case Positioning and Setting

This case is positioned for the curriculum taught in Term 1 of the Digital Marketing program to address the concepts of Course 6 – Mobile app download campaign

Assignment Questions

I. Provide Zack TV with a mobile marketing plan and suggest how would you increase its app download
II.........

Preamble to the Caselet Analysis and Suggested Orchestration

This caselet helps understand the current status of Zack TV and its need to go mobile to differentiate from its competitors. It is also first time that Zack TV is venturing into Mobile app. The caselet helps students to analyze the need of going mobile and also stresses upon need to have a mobile first marketing strategy since todays audience is catching up with their favourite TV shows on the go. The caselet analysis was carried out as presented in Exhibit (TN)-I......

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Abstract

This caselet helps in designing the promotion and marketing plans of newly launched Mobile application for a new DTH service provider in India– Zack TV. Zack TV is a single point entertainment hub for every family member. Its aim is to entertain everyone at a click of a button. Zack TV has its presence across metro cities such as Mumbai, Delhi, Bangalore, Chennai and Hyderabad.

It is powered by superior Ultra HD TV Technology and has amazing features such as high definition digital viewing experience, multiple channel choice, exclusive movie tie-ups with leading production houses such as Eros, Reliance, Dharma, Yash Raj and many more. Easy programming guide, interactive games, parental control, 24x7 Customer Service and lots more – Zack TV ensures a never before experience with unlimited hours of fun and entertainment for everyone. Zack TV will be launching its mobile app wherein users can watch TV anywhere anytime on the move.


Pedagogical Objectives

  • To market the newly launched mobile app by Zack TV
  • To increase brand awareness for Zack TV

Case Positioning and Setting

This caselet is positioned for curriculum taught in Term 1 of Post Graduate Diploma in Digital Marketing program to understand and analyse the concept of Course 6 – Mobile app marketing



This Case Pack Includes:
- Abstract
- Caselet
- Teaching Note (**ONLY for Academicians)
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