Tata Sky Project

8/3/2019 Tata Sky Project

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Designing an advertisingcampaign for tata sky

Submitted by :

Hemant Kumar

Sachin Kumar RoyHrishikesh Kumar Gautam

Ghanshyam Kumar Mahto

Santosh Kumar

Rakesh Bhanj

Apoorv Aditya

Ashish Cyril Kachhap


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introduction

v In India DTH (direct to home ) service started in 2003. Dish TVwas the first to get the license for this service . India has a totaltelevision population of close to 135 million, out of which 80%have an access to cable TV.

v The DTH service provider are close to 22 million and has themarket share of 20% the total subscriber base for DTH in 2006was 1 million ,now for industry which is an 8 year old ,it is angreat achievement.

v In 2005 dish TV was the only player in the DTH industry and wasregistering subscriber only in the area where there was no cable

TV.

v In 2007 CAS mandate was introduced in selected cities , where


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Introduction

q Market became competitive . Every layer came with innovativeofferings, dish TV ,offered movie on demand free worth the cost ofset of box ,airtel and big TV offered free subscription for the firstfew months etc .all these things were coupled with aggressivemarketing campaigns .Tata sky gained maximum subscribers

during this period

q Though DTH has certain advantages such as better picture /soundquality ,

better customer service .it also has disadvantage of price .theDTH player have to pay various taxes such as adjusted gross receipts@105customs duty, service [email protected]. [email protected]. cst@3% corporatetax, excise duty @16% custom duty

q At the same time in Indian market one size fits all strategydoesn't work for long so the DTH players have to design packages
mailto:[email protected]@12.55.cst@3%25mailto:[email protected]@12.55.cst@3%25mailto:[email protected]@12.55.cst@3%25mailto:[email protected]@12.55.cst@3%25


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INTRODUCTION

q Tata sky was launched in august 2006.it is a joint venture betweenTata and star network. Tata group owns 80% and star group ownsat 20%stake .it currently offers close to 196 channels and someinteractive ones, this count includes some numbers of HDchannels

q In October 2008 ,Tata sky launched Tata sky +which allowed 90hrs of recording in MPEG-4 compatible set of box.

q In 2008 Singapore based holding picked up 10% stake in Tata skyfrom the Tata group

q Tata sky HD was launched in June 14,2010 and has channels in

their native resolution of 1080i or 720p.the STP is compatible with5.1 CH surround sound as well. the service currently offers four


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major players


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Interactive channels

q Active English

q Active mall

q

Active kids cookingq Active darshan

q Active game

q Active astrologyq Active matrimonial


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Swot analysis

STRENGTH

q Leader in introducing innovative packages andservices.

q Technological expertise with new corps DTH armsky.

q Superior picture and sound quality.

q Leverage on brand Tata and high brand recall.q Customer service and time to time introduction of

new offer.

q Interactive channel and program guide.

q Innovative product offer such as Tata sky+.


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Weakness

q Second mover in DTH segment after dishTV.

q Cannot match free services like DD.

q People still tend to prefer cable services.

q Tata sky currently doesnt offer free settop box like dish TV.

q Does not have professional installation.

q Hidden charges are included.


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Opportunities

q Expansion of distribution networkthrough exclusive store.

q Increasing rate of TV industry.

q Taping niche market with better serviceand product offering.

q Increase in geographical boundaries.

q Growing demand of quality of serviceover cable.


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Threats

IPTV provide superior technology ifimplemented.

Cable set top box provides easy

switching.

It is estimated that the cable services willbe digitalised by 2014.

Cable operators are starting to penetratethe rural markets.

COMMUNICATION


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COMMUNICATIONOBJECTIVE

To create awareness among of the targetaudience.

To create interest in the brand among the

target audience.

To create positive feeling about the brandamong the potential customers .

To create preference among the targetaudience.

To give demo to the target audience.

To develop and maintain regular use


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TARGET AUDIENCE

q We have targeted the rural and semi-urban market of Ranchi district.

q We did socio economic classification of

the rural market.

S i i


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Socio-economicclassification

q R1 Rich families of village whoseaspiration is to spend life like urban lifestyle.

q R2 The families who want to generateinterest among their children towardseducation and belong from well to dofamily.

q R3 the families whose savings are lowand send their children to the govt.school .

qThe families whose income are on the


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MEDIA MIX

q Newspaper: - Since we are focussing on rural and semi-urban areas sonews paper is the best way of communication in such places. We are goingto advertise our product on sundays and day after Indian cricket match. Itwill be advertised on either on 3rd page or sports page(according tocricket schedule). Our preferred newspapers are Hindustan, Prabhatkhabar because of their high circulation and reach in targeted area.

(i) Prabhat Khabar - 1,30,517

(ii) Hindustan 7,43,469 (source:- releasemyad.com)

q Radio frequency:- It is one of the best media with high reach in rural andsemi-rural area. We are focussing on Radio Dhoom, Vividh Bharti.

q Hoardings :- we are going to use hoardings also because it is veryeffective means of advertising.


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Media budgeting

q Newspaper (on each Sunday fromOctober 23 till march 25 2012(total 23sundays))

Name Size Rate(colour)

Frequency (in 6months)

Total(inrupees)

Prabhat

khabar

12*16cm 500/cm2 20 12*16*50

0*20=19,20,000

Hindustan 12*16 cm2 520/cm 2 15 12*16*520*15=14,97,600


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Radio

Name duration rate frequency total

Radio dhoom 10sec 150/10sec 21 150*21=3150

Vividh bharti 10sec 300/10sec 12 300*12=3600

P hl t (b th id


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Pamphlet (both sidecoloured)

No of pamphlet to bedistributed

1.5 lakhs

Design cost 450

Printing cost Rs 1.30/pamphlet

Total cost Rs 1,95,450


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Hoarding

Hoardin

g(month-wise )

Size RentalIn Rs.(per

month)

Flexfixing

charges(one timeIn Rs.)

No ofHoarding

Total costFor six

month

Hoarding

(for sixmonths)

20x103,500\hoarding

(city bus stand)2000\hoarding(Blocks of district)

1,000\hoarding 2

5

44000

65000

Total 7 1,09,000


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SALES PROMOTION:

q Organising a movie premier for thevillagers in the respective block.

q Organising live telecast for cricket match

in the respective block.q Providing discount on TATA SKY package

on purchase of a new T.V set.

q Orgnising a promotinal rally by themeans of a float vehicle.

s ma e cos on sa es


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s ma e cos on sa espromotion:

Show No of block Cost Frequency ofvisit

Total cost

Movie 21 4000\show 6 5,04,000

Cricket 21 4000\show 5 4,20,000

Total 21 4000 11 9,24,000


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sales promotion andAdvertisement:

q Sales promotion cost: Rs.9,24,000

q Advertisement cost: Rs.37,

22, 050q Miscellaneous Expenses: Rs.1,

00,000

q TOTAL COSTRs.47,46,050

Media scheduling(for 6


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Media scheduling(for 6month)

1. Paper:-

on every Sunday till January. On2, 4, 15, 20, 27, 29 February and

14, 17, 19, 23 March because ofIndias cricket match.

2. Radios: Radio Dhoom - 7am-11am

4pm-6pm


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Creative media strategy

Baar-Baar dekho , hazaar baar dekho, Ye dekhne ki cheez hai bhai dekho sirf TATASKY

The combination of rational appeal, snob appeal and brand appeal has been used for ouradvertisement

q Rational Appeal

Rational appeals as the name suggests aims to focus on the individuals functional,utilitarian or practical needs for particular products and services. Such appealsemphasize the characteristics and features of the product and the service and how itwould be beneficial to own or use the particular brand. Print media is particularly wellsuited for rational appeals and is often used with good success. It is also suited forbusiness to business advertisers and for products that are complex and that need highdegree of attention and involvement.

q Brand Appeal

This appeal is directed towards people who are brand conscious and wish to chooseparticular products to make a brand statement.


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THANK YOU

Tata Sky Project

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