TATA SKY’S

8/8/2019 TATA SKYS

1/20

Given To:- Given By:-Mr. Prince Vohra Atul Mukhija

Sagar Kapoor

Abhay SharmaNaman MittalPankaj Singh

11/20/2010 1Given To:- Mr. Prince Vohra

8/8/2019 TATA SKYS

2/20

INDIA S DTH INDUSTRY

11/20/2010 Given To:- Mr. Prince Vohra 2

8/8/2019 TATA SKYS

3/20

W HAT IS DTH??????


The D irect-To-Home ( DTH) service is a digital satellite service that provides

television services direct to subscribers anywhere in the country. APPERANCE:-

W ireless Technology

Direct From Satellite

Eliminating The Need Of Cable and Cable Infrastructure

Partially Made for Remote Area where there is no Cable Service.

8/8/2019 TATA SKYS

4/20

C ABLE OR DTH??????........

CABLE

ADVANTAGE

1. e ti e c ar es f r all c a els.2.N ai te a ce c st.3.N late c ar es.4.N li e tra sacti .5. N TAXE

DI ADVANTAGE

1.L ti e f r execute c plai t.2.N de a d vies.3.C ar es are fixed.4. e c ecti e TV

11/20/2010 Give T :- Mr. Pri ce V

ra 4

8/8/2019 TATA SKYS

5/20


DTH

ADVANTAGE

1.Dynamic Program Packages2.Advanced Viewing Control

3.Pre-booked Pay-Per-View.No online transaction

5. Record Function

DISADVANTAGE

1.Different Scheme not easy to remember

2.Customer Care late response3.Technical Problem. Huge Charges

5. Various Taxes Like VAT , gross receipt

8/8/2019 TATA SKYS

6/20

SUN DIRECT

ESPN & STAR SPORTS-Rs180/month

TENSPORTS-Rs20/Month

NEO Sports-Rs 6/ Month

TATA SKY

ESPN & STAR SPORTSSTAR CRICKET-Rs65/month


NEO Sports &NEO Cricket-Rs 5/ Month

BIG TV

STAR CRICKET-Rs20/month


AIRTELDIGITAL TV

ESPN & STAR SPORTSSTAR CRICKET-Rs30/month

DISH TV

ALLCHANNELSin Rs. 5/month


8/8/2019 TATA SKYS

7/20

SUBC RIBER %


8/8/2019 TATA SKYS

8/20

OVERVIEW C ASE STUDY

INDIA-based Direct To Home (DTH) Service provider.

Marketing Mix- Ps MarketingStrategy About JV Between with TATA Groupand Star Network

IN 200 .

DistributionNetwork


8/8/2019 TATA SKYS

9/20

Introduction

In March 2009, Tata Sky Limited, India Based Direct ToHome(DTH) announced the special promotional offer for thosebooking TATA NANO, worlds cheapest car Manufactured by TATA

Motor Limited. Consumer who booked a TATA NANO could get 20% Discount on a new TATA SKY Connection.

Offer was valid between April 9 to May 1 ,2009.


8/8/2019 TATA SKYS

10/20

8/8/2019 TATA SKYS

11/20

The Indian DTH IndustryF irst Player was DD Direct Plus in DE C EMBER 2004 without any subscription charges plays only all DD s channel.

COMPANY Launch Year Subscribers* Channels Techonology

DISH TV 2005 .8 182 MPEG-2

Tata Sky 2006 3.2 160 MPEG-2

SUN direct 2007 2.3 16 MPEG-

Big TV 2008 1.5 153 MPEG-

Airtel DigitalTV

2008 0.5 138 MPEG-

*In Millions as on December 2008By 2015 DTH Industry would have 0 % share of the cable and satellite


8/8/2019 TATA SKYS

12/20

In late 2007, the cable operators starteddemanding exclusive deals on DTH channels &TRAI give solution on the basis of an

a la carte , so that consumer interest need tobalanced.


8/8/2019 TATA SKYS

13/20

About Tata Sky

Signed agreement with ISRO for

lease all 12 KU-bandTransponders on INSAT A satellite.

Manufacture of STB wasThomson & for IT solutionSUN Microsystems , INC.

On August 08,2008 the Tata sky DTH service was launchedacross 300 cities in the country

TataGroup(80%

share)

Space TV (20%

share).

TATA SKY On

November1 , 2005


8/8/2019 TATA SKYS

14/20

Marketing Mix

Product Price

Place Promotion

11/20/2010 1 Given To:- Mr. Prince Vohra

8/8/2019 TATA SKYS

15/20

PRODUC TChoice

More Than 170 ChannelsDVD PictureCD Sound Qulaity

ControlNext four day Program with 50 program reminderParental Control channels for lock movies

Fav Button to go direct to favorite

ConvenienceTata Sky + with STB & Personal Video RecorderInteractive Service like cooking, Learning games etc.


8/8/2019 TATA SKYS

16/20

PR IPR I

TATA SKY To avail onsumer had to pay

*Tata Sky Digicomp i.e.R

s. 2999*In fabrurary 2008 R educed by 50% ie R s.1 99

* harges according to packagesa)Family P ack R s. 200/ mth

b)Super Saver 260/ Mth

TATA SKY +* onsumer has to pay R s.8999 +

Usage fee was R s. 50/Mth

*Also at R s. 999/Mth before August 312008

11/20/2010 16Given To:- Mr. P rince Vohra

8/8/2019 TATA SKYS

17/20

PLACE

Rural Market :-*ITC e-Choupal* ITC IBDG Aadhar

Urban Market:-

*Tata Indicom*Infiniti Retail s Croma

Coupons Available at:-* Nearest Tata Sky Dealer

*Free Home Delivery *Electronic Stores

Network:-*3500 Outlets*5,000 towns

As On October 2008


8/8/2019 TATA SKYS

18/20

PROMOTIONAL 360 D egree advertising Campaign for benefitsof the service

*To show the DTH benefitsover the cable they displayedits service at airport, railways,shopping mall etc. across India* They also launched schoolcontact program.

*First ad made by:-Rediffusion Y&R *Second & Third made By:-Ogilvy & Mather(O&M)*Outdoor , Radio & Internet

First Ad was aired by TATA S y in mid 2 . Through this adcampaign website hit by 17.5million hits.

Promotional Offer:-*5 % discount on installation*Recharge & W in(LCD or DVDPlayer)*Fun Learning Promotional* W inner will meet the WW Echampion KANE

11/2 /2 1 18Given To:- Mr. Prince Vohra

8/8/2019 TATA SKYS

19/20

THE ROAD AHEAD

First INDIAN DTH who Received ISO27001:2005

TATA SKY focusIncreasing itssubscriber base tomake a profit

Beside Higher CostOf Installation*TATA SKY has

Customer service,Technology, and Value addedservice.* 5% of DTHmarket in term of value

30 to 0 % morethan most otherplayers


8/8/2019 TATA SKYS

20/20


TATA SKY’S

Documents

Transcript of TATA SKY’S