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Given To:- Given By:-Mr. Prince Vohra Atul Mukhija
Sagar Kapoor
Abhay SharmaNaman MittalPankaj Singh
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INDIA S DTH INDUSTRY
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W HAT IS DTH??????
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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.
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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
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ra 4
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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
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SUN DIRECT
ESPN & STAR SPORTS-Rs180/month
TENSPORTS-Rs20/Month
NEO Sports-Rs 6/ Month
TATA SKY
ESPN & STAR SPORTSSTAR CRICKET-Rs65/month
TENSPORTS-Rs25/Month
NEO Sports &NEO Cricket-Rs 5/ Month
BIG TV
STAR CRICKET-Rs20/month
TENSPORTS-Rs25/Month
AIRTELDIGITAL TV
ESPN & STAR SPORTSSTAR CRICKET-Rs30/month
DISH TV
ALLCHANNELSin Rs. 5/month
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SUBC RIBER %
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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
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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.
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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
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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.
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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
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Marketing Mix
Product Price
Place Promotion
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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.
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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
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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
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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
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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
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