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Tatas propose loyalty programme for 12 brands
Business Line, Friday, Feb 13, 2004. (Live) |
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| THE Tata group is looking
at developing a common loyalty programme across
a coalition of 12 of its consumer brands. |
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| Some of these brands would include
Titan, Tanishq, Tata Motors, VSNL and Westside,
in short any Tata group brand that is sold through
managed retail outlets, or the Web, where data on
consumers can be captured. |
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| Mr Praphul Misra, CEO, NetCarrots
Loyalty Services, which has got the mandate
to develop this programme, said that the aim is
to provide more value to the Tata brand. Research
showed that there were common customers across these
brands, which would allow a loyalty programme to
evolve. Tata Services is the group company that
will oversee the development of this programme. |
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| Meanwhile, NetCarrots
has also been signed on by TVS Motor Co to develop
a loyalty programme for its consumers. |
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| NetCarrots
is a four-year-old company specialising in relationship
programmes. While it has a host of investors
who have funded the company in two rounds, Times
Internet is the majority investor in the company.
Mr Misra said the company would look for a strategic
investor, possibly a foreign one, which could then
give it access to international markets. Currently,
NetCarrots
is developing loyalty
programmes for a clutch of three international
clients, one in South-east Asia and two in West
Asia. |
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| At home, the company has developed
and manages loyalty programmes for the Ansal
Plaza in Delhi, Café Coffee Day, whose loyalty
programmes has more than 80,000 members, Oxford
Book Store and Planet M. |
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| For IndiaTimes.com, it manages the
programme for over 4 lakh members. |
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| NetCarrots
Experiences, a specialised group in the company,
looks at cross-promotion deals with synergistic
brands that have common customers. For example,
for TVS' Scooty Pep brand, it has a co-promotion
on with Café Coffee Day for Valentine's Day where
the menu has a Scooty Pep on the cover and a couple
of items such as pep2chill and pep2sizzle. A consumer
ordering that item gets to enter a contest, the
prize for which is a Scooty Pep. It has a similar
programme on at Café Coffee Day for its honey, where
several items with honey have the Himalaya logo
marked beside. An order of that item fetches points. |
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| Loyalty
Programs :: Relationship
Programs :: Technology |
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