Professional Documents
Culture Documents
Chapter 1
INTRODUCTION
PART: A
ABOUT INDUSTRY:
BRIEF HISTORY
its superior digital quality picture and sound. The service aims to
problems.
Tata Sky takes direct responsibility for installing and servicing the
of customer service.
Tata Sky retails its hardware and prepaid recharge vouchers through
includes platforms as far apart as the UK and Italy in Europe, and Mexico
Home (DTH) service that would allow it to reach every Indian home,
however remote it may be. The service plans to offer its subscribers the
services.
2008
Tata Sky announces ground-breaking price of Rs 1499 for hardware
2007
2006
2005
Greater choice
Speaks
Reater control
Greater convenience
watching
• Enjoy fixed channel positions and uniform volume levels
DEFINITIONS
consumption at a profit”.
-Philip kotler.
and groups obtain what they need and want through creating and
function. It is the whole business seen from the point of view of its final
- Peter Drucker
In ordinary language the term market means a place where goods are
bought and sold. Market need not necessarily means any particular place.
It is wider in scope.
CONSUMER BEHAVIOUR
In the words of Prof. Walter C.G and Prof. Paul G.W “It is the
Definitions:
more to gain a new customer that to retain and existing one. Other studies
have reported that with just increase in customer retention a firm can raise
its profitability customers spend slowly at first, but with succeeding years
income.
Michel porter of Harvard proposed the generic value chain as a tool for
activities that create valve and lost in business. These nine value creating
activities.
CHAPTER 2
RESEARCH DESIGN
penetration, market share, and consumer life time value share. Although
TATA motors, TATA Consultancy, TATA Solar etc.,) its strong presence
market and customer pulse to find how customers buy a brand of DTH,
systems.
systems.
plans to acquire and retain the consumers. This effort is made to known
REVIEW OF LITERATURE
and perception towards TATA SKY brand. Personal interviews will also
HYPOTHESIS
1. Sales of TATA SKY systems are declining due to rise of other new
Marketing management:
Consumer behavior:
In the words of Prof. Walter C.G and Prof. Paul G.W “It is the
SAMPLING DESIGN
power. This includes member of house holds who are either decision-
Sampling size:
Another sample the constituted major dealers were selected by the simple
random sampling.
METHODOLOGY
One can also define research as a scientific and systematic search for
14 Adarsha College Of Management & Science
CUSTOMER SATISFACTION
unknown.
Primary data:
Secondary data:
PLAN OF ANALYSIS
The data collected was classified and tabulated for analysis purpose
and charts and graphs are used to find the conclusions. After collecting all
the objectives was then classified and the findings recovered after which
Here some special statistical techniques are used some of them are
mentioned below: -
• Sampling statistics.
• Analysis of variants.
• Correlation
REFERENCE PERIOD
• The study is restricted to Bangalore city and the findings may not be
CHAPTER SCHEME
Chapter 1:
17 Adarsha College Of Management & Science
CUSTOMER SATISFACTION
INTRODUCTION
Chapter 2:
RESEARCH DESING
The second chapter is about the design of the study. It gives an outline
about the project such as the statement of the problem, needs, its
objectives, scope, sampling techniques, sampling design and tools for
collecting data, limitations and overview of the project.
Chapter 3:
COMPANY PROFILE
The third chapter is the profile of the Company & its Functional
departments. It gives a detailed description about the origin of the TATA
Company in India. The chapter outlines the growth, developments and
present status, future prospects and plans of the company.
Chapter 4:
DATA ANALYSIS AND INTERPRETATION
Chapter 5:
SUMMARY OF FINDINGS AND CONCLUSION
The fifth chapter is the summary of Findings and conclusions It gives a
brief summary of finding and conclusions about the project undertaken.
Chapter 6:
RECOMMENDATIONS AND SUGGESTIONS
The sixth chapter is the recommendations and suggestions. It gives a brief
recommendations and suggestions about the project undertaken.
Chapter 7:
APPENDICES AND ANNEXURE
This section contains the questionnaire, which was used to collect the
data from the respondents
Chapter 8:
BIBLIOGRAPHY
The bibliography from where information was gathered.
CHAPTER 3
COMPANY PROFILE
Inception:
Areas:
Tata Sky offers viewers a variety of popular channels in categories
ranging from entertainment, sports, movies and music to news and
documentaries in DVD-quality picture and CD-quality sound. The service
further aims to empower television viewers with choice, control and
convenience through a wide range of programming and interactive
features, thus becoming a one-stop shop for all the television
entertainment needs of customers.
The Tata Group is one of India's largest and most respected business
conglomerates. It comprises 93 operating companies in seven business
sectors: information systems and communications, engineering, materials,
services, energy, consumer products and chemicals. The Tata Group has
operations in more than 40 countries across six continents and its
companies export products and services to 140 nations. The Group and its
enterprises have been steadfast and distinctive in their adherence to
business ethics and their commitment to corporate social responsibility.
This is a legacy that has earned the Group the trust of many millions of
stakeholders in a measure few business houses anywhere in the world can
match.
The Tata Group is one of India's largest and most respected business
conglomerates, with revenues in 2006-07 of $28.8 billion (Rs129,994
crore), the equivalent of about 3.2 per cent of the country's GDP, and a
The Tata family of companies shares a set of five core values: integrity,
understanding, excellence, unity and responsibility. These values, which
have been part of the Group's beliefs and convictions from its earliest
days, continue to guide and drive the business decisions of Tata
companies. The Group and its enterprises have been steadfast and
distinctive in their adherence to business ethics and their commitment to
corporate social responsibility. This is a legacy that has earned the Group
the trust of many millions of stakeholders in a measure few business
houses anywhere in the world can match.
Tata Sky Ltd, the joint venture between the Tata group and Star,
announced on Thursday their partnership with Thomson, the set-top box
technology major, to support the launch of its direct-to-home (DTH)
service in mid 2006. Thomson, will manufacture set-top boxes in India
and provide a countrywide after-sales service and support network for
Tata Sky customers. Tata Sky is investing in building a high quality
DTH services in India and offer customers with the best satellite TV
services available." The agreement with Tata Sky marks Thomson's entry
into the DTH Satellite television market with set-top boxes developed
and customized for Tata Sky at its R&D centre in Bangalore.
TYPE
Tata Sky Ltd., a joint venture of TATA and STAR, is committed to build
a state-of-the-art Digital infrastructure for Pay Television in India. Tata
Sky plans to introduce a nationwide Direct-to-Home (DTH) service that
would allow it to reach every Indian home, however remote it may be.
The service plans to offer its subscribers the best of cable channels, new
innovative programming and interactive services.
NATURE
TATA Brand
The Tata Group is one of India's largest and most respected business
conglomerates. It comprises 93 operating companies in seven business
sectors: information systems and communications, engineering, materials,
services, energy, consumer products and chemicals. The Tata Group has
operations in more than 40 countries across six continents and its
companies export products and services to 140 nations. The Group and its
enterprises have been steadfast and distinctive in their adherence to
business ethics and their commitment to corporate social responsibility.
This is a legacy that has earned the Group the trust of many millions of
stakeholders in a measure few business houses anywhere in the world can
match
BOARD OF DIRECTORS
Mr R N Tata (Chairman)
Mr James Leng (Non - Executive Deputy
Chairman)
Mr Nusli N Wadia (Company Director)
Mr S M Palia (Company Director)
Mr Suresh Krishna (Financial Institutions'
Nominee)
Mr Ishaat Hussain (Board Member)
Dr Jamshed J Irani (Board Member)
Mr Subodh (Board Member)
Bhargava
Mr Jacques (Non - Executive Independent
Schraven Director)
Dr Anthony (Non - Executive Independent
Hayward Director)
Mr Philippe Varin (Non - Executive Non
independent Director)
Mr B Muthuraman (Managing Director)
Dr T Mukherjee (Non Executive Director)
Mr Andrew Robb (Non Executive Independent
Director)
MANAGEMENT
Mr B Managing Director
Muthuraman
Mr H M Nerurkar Chief Operating Officer
(Steel)
Mr A D Baijal Vice President (Global
Mineral Resources)
Mr U K Vice President (TQM &
Chaturvedi CSI)
Mr R P Singh Vice President
(Engineering Services &
Products)
Mr Koushik Vice President (Finance)
Chatterjee
Mr Anand Sen Vice President (Flat
Products & Long Products)
Mr Varun K Jha Vice President
(Chhattisgarh Project)
Mr Avinash Vice President (Industrial
Prasad Relations)
Mr Abanindra M. Vice President (Raw
Misra Materials)
Mr Om Narayan Vice President (Safety &
Services)
Mr HC Kharkar Vice President
Mr Partha Vice President (Corporate
Sengupta Services)
Mr Chief Human Resource
Radhakrishnan Officer
Nair
ORGANIZATIONAL CHART
SERVICE PROFILE
Tata Sky takes direct responsibility for installing and servicing the
hardware at every subscriber's home, thereby ensuring the highest levels
of customer service.
Tata Sky retails its hardware and prepaid recharge vouchers through
popular consumer electronic stores to enhance customer convenience
Offering
In addition to new channels and exciting interactive features, Tata Sky
offers all popular television channels, thus becoming a one-stop shop for
all the television entertainment needs of customers
• • Satellite:
Tata Sky has leased all 12 Ku-Band transponders on ISRO’s
Indian satellite, INSAT 4A, the most advanced and high-
powered KU-Band communication satellite in the region,
29 Adarsha College Of Management & Science
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NDS: Tata Sky has partnered with NDS, the leading provider
of technology solutions for pay television. NDS systems has
played a key role in the end-to-end system architecture and
launching the nationwide digital service. The NDS VideoGuard
conditional access solution provides superior broadcast security,
and enables Tata Sky to offer multiple programming and pricing
packages.
• • IT:
• • Digicomp:
• • Systems Integration:
• • Service Support:
MARKET SHARE:
Enquries by FE reveal that Tata Sky, though a late entrant has been able
to sell more than three lakh units in Punjab alone in just six months. In
Chandigarh Union Territory, it has sold about 25,000 units in the last six
months itself. Tata Sky has undoubtely emerged a leader in DTH sales in
this region.
COMPETITORS
• Dish T.V
• DD Direct Plus
• Star T.V
• SUN Direct
FUTURE PROSPECTS:
Vision
learning games
Contest) and STAR Gold (Tata Sky Pure Gold Krrish Contest &
McKinsey 7S framework
“organizational purpose”.
ordinate goals refer to a set of values and aspirations that goes beyond the
goals are the fundamental ideas around which a business is built. They
are its main values. They are the broad notions of future directions.
profitable company in India. With this aim in mind, TATA PVT LTD
2. STRATEGY
& policies.
R&D.
• Committed to quality
MISSION STATEMENT:
striving for excellence, within the frame work of the law and which pride
in ethical values.
expectations.
Regular visits by HR team are being made to all plants to meet the
employees and also interaction meetings are conducted to get their feed
STRATEGY OBJECTIVES
POLICIES
• QUALITY POLICY
use of data
3. SYSTEM
Enhancement of skills
dominance.
PERFORMANCE APPRAISAL
40 Adarsha College Of Management & Science
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performance.
the individual’s performance and bridges the gap between the two
• Job knowledge
• Customer satisfaction
• Man management
• Decision making
• Human relations
• Safety orientations
• Clarity in communication
SCOPE:
• Annual appraisal:
• Periodical appraisal:
• Internal source
• External source
redeployed
screening will be done at the department tend. The short listed candidates
selection will be made based on the over all performance of the candidate
be put through final interview with JMD & CEO or the selection papers
will be put up to JMD & CEO for JMD & CEO offer letters will be
superintendent.
welcoming them for the company along with an advice to attend half day
maintained.
4. STYLE
Style is one of the seven levers which top managers can use to
actions taken by embers of the top management team over period of time.
• Working environment.
• Discipline.
Work culture:
• Effective communication.
• Attendance.
• Paid holidays.
• Leave.
• Probation.
• Deputation.
TATA PVT LTD has various departments under its wing. At any
case, the required employee may be put on deputation for that specific
job.
5. STRUCTURE
positions and activities. Organizational structures are there along with the
departmental data.
6. SKILLS:
ENHANCEMENT OF SKILLS
7. STAFF:
In the McKinsey 7-S frame work the term “staff” has a specific
way organizations introduce young recruits into the main stream of their
activities and the manner in which they manage their careers as the new
CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
RESPONDENTS RESPONDENTS
22-30 54 54%
30-40 28 28%
40-50 14 14%
Above 50 4 4%
Total 100 100%
Source: Survey
Interpretation:
by 28% belongs to 30-40 years age group. The majority of the end users
are basically influenced by their work culture in their society. The nature
Chart: 1
AGEGROUPOFRESPONDENTS
22-30 30-40 40-50 Above 50
4%
14%
54%
28%
Inference:
The need of TATA Sky DTH systems is compulsory for all age
group, but the age group between 22-30 is more dominant among
respondents.
SEX NO. OF % OF
RESPONDENTS RESPONDENTS
MALE 78 78%
FEMALE 22 22%
Total 100 100%
Source: survey
Interpretation:
passion and status. They also show their profession and job carried out.
And female respondents are more likely housewives with some social
gathering status.
Chart: 2
Gender of the respondents
MALE FEMALE
22%
Inference:
QUALIFICATION NO. OF % OF
RESPONDENTS RESPONDENTS
GRADUATES 52 52%
POST GRADUATES 18 18%
51 Adarsha College Of Management & Science
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OTHERS 30 30%
Total 100 100%
Source: survey
Interpretation:
It is found that the 52% of the uses are graduates in different fields
Chart: 3
52
52% 30
18 18%
30%
GRADUATES
POSTGRADUATES
OTHERS
Inference:
OCCUPATION NO. OF % OF
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RESPONDENTS RESPONDENTS
SELF EMPLOYED 16 16%
GOVT. EMPLOYED 14 14%
PVT. EMPLOYEES 30 30%
OTHERS 40 40%
Total 100 100%
Source: survey
Interpretation:
running their business and consultancy center and major users are the
Chart: 4
40
35
30
25
20
15
T
tleA
x
10
is
5
0 NO. OF RESPONDENTS
%OF RESPONDENTS
Inference:
RSPONDENTS RSPONDENTS
LESS THAN 1 LAKHS 40 40%
1 LAKHS TO5 LAKHS 50 50%
6 LAKHS TO 15 LAKHS 10 10%
ABOVE 15 LAKHS 0 0%
Source: survey
Interpretation:
systems. Around 40% of the respondents fall below the 1 lakhs income
group and are executives and officials who intend to buy DTH systems.
Chart: 5
Inference:
the buyers.
BRAND NO. OF % OF
RESPONDENTS RESPONDENTS
Dish T.V 34 34%
DD Direct Plus 35 35%
Star T.V 25 25%
Sun Direct 18 18%
TATA SKY 30 30%
Total 100 100%
Source: survey
Interpretation:
Chart: 6
Inference:
DD Direct Plus is one of the well known brands of DTH Systems because
ADVERTISEMENT NO. OF % OF
RESPONDENTS RESPONDENTS
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Source: survey
Interpretation:
31%, which makes it a close competitor to TATA SKY. DISH T.V has
28%, SUN Direct has 21% and STAR T.V has 13%.
Chart: 7
Inference:
BRANDS NO. OF % OF
RESPONDENTS RESPONDENTS
TATA SKY 24 24%
DISH T.V 06 06%
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Source: survey
Interpretation:
awareness level. Sun Direct with 18% because of their quality and service
aspect.
Chart: 8
Inference:
The buying trend towards TATA SKY will increase because of its
the respondents
ATTRIBUTES 1 2 3 4 5 6 7
PRICE 30 16 12 12 08 08 09
DURABILITY 06 10 20 20 24 14 10
DESIGN 08 16 12 14 28 16 12
BRAND NAME 06 18 12 20 04 12 16
TECHNOLOGY 28 26 12 12 08 30 14
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POWER 10 8 10 06 12 16 20
CONSUMPTION
SERVICE 16 06 22 16 10 12 14
Total 100 100 100 100 100 100 100
Source: survey
country and people are always worried about price fluctuations where a
some money.
Chart: 9
2 2
1
0 0
8
1 1
1 5 1
6 1
1
1
4 4 14
3 1
1
2 1 11 2
1
0 9 0 00
8 8 8 8 8
7
6 6 666 6 6 6 66
5 5 5 5 5
4
4 33 3 4 4 4 4 4 4 4
33 3 3 3
2 2 2 2
0
1 2 3 4 5 6 7
64 Adarsha
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DURABILIT & Science DESIG
E Y N
BRAND TECHNOLOG POWER
NAME Y CONSUMPTION
SERVIC
E
CUSTOMER SATISFACTION
Inference:
Inference:
RESPONDENTS
SPOUSE 06 06%
SHILDREN 24 24%
DEALER 10 10%
FRIENDS 50 50%
RELATIVES 04 04%
OTHERS 06 06%
Total 100 100%
Source: survey
Interpretation:
and others by 6% and relatives found to be at the lowest with only 4%.
Chart: 10
Inference:
DTH Systems.
RESPONDENTS
MAGAZINE 06 06%
PAMPHLETS 08 08%
NEWS PAPERS 24 24%
TV Ads 43 43%
RADIO 13 13%
OTHERS 06 06%
Total 100 100%
Source: survey
Interpretation:
influencing medium followed by News papers and Radios with 24%, and
13%. And the least informing media are pamphlets, magazines and
others.
Chart: 11
Inference:
respondents
RESPONDENTS
TATA SKY 22 22%
DISH T.V 19 19%
DD Direct Plus 35 35%
SUN Direct 13 13%
STAR T.V 11 11%
Total 100 100%
Source: survey
Interpretation:
Chart: 12
Inference:
DTH Systems
RESPONDENTS
EXCELLENT 40 40%
GOOD 36 36%
FAIR 22 22%
POOR 01 01%
BAD 01 01%
Total 100 100%
Source: survey
Interpretation:
performance of the product and 40% with good opinion and 36% as fair
Chart: 13
Inference:
RESPONDENTS
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Source: survey
Interpretation:
Majority of the populations opt for Dish T.V as having their second
brand of DTH system due to its price, features and design aspects. 34% of
the respondents opt for Doordarshan for its quality, size and service
provided by them. 22% of the respondents opt for TATA SKY mainly for
Chart: 14
Inference:
RESPONDENTS
TATA SKY 06 40%
DISH T.V 03 20%
DD Direct Plus 03 20%
SUN Direct 02 13%
STAR T.V 01 7%
Total 15 100%
Source: survey
Interpretation:
Kolar city with TATA SKY,DISH T.V each sharing the same dealers
followed by others.
Chart: 15
Inference:
RESPONDENTS
LESS THAN 50 08 53%
50-100 05 33%
100-200 02 14%
200 AND ABOVE 00 00%
Total 100 100%
Source: survey
Interpretation:
Chart: 16
Inference:
RESPONDENTS
LESS THAN 5 05 33%
6 TO 10 09 60%
11 TO 15 01 07%
16 TO 20 00 00%
Total 100 100%
Source: survey
Interpretation:
The above studies show that 48% of the dealers will sell only 5
units or less than 5 units per month. 40% of the dealers will sell 6 to 10
units per month and only 12% of the dealers will sell nearly 11 to 15 units
per month.
Chart: 17
Inference:
promotional techniques.
RESPONDENTS
TATA SKY 30 30%
DISH T.V 22 22%
DD Direct Plus 18 18%
SUN Direct 16 16%
STAR T.V 14 14%
Total 100 100%
Source: survey
Interpretation:
DISH T.V, because of its reasonable price, product quality and durability.
Chart: 18
Inference:
Table No. 19: Companies offering DTH Systems along with Services
BRANDS RESPONDENTS
TATA SKY 48 48%
DISH T.V 29 29%
DD Direct Plus 12 12%
SUN Direct 07 07%
STAR T.V 04 04%
Total 100 100%
Source: survey
Interpretation:
Services.
Chart: 19
Inference:
healthy competition as there are not that many companies which offers
services.
CHAPTER 5
programs.
SKY due to its low price as the key attracting attributes are backed
sensitive and any slight decrease in price will have an impact on its
3% respectively
• 24% of the people read news paper and television (43%), most of
channels.
86 Adarsha College Of Management & Science
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that more than 60% of the potential market is untapped and only
DTH System.
• TATA dealers are getting a good margin on the DTH systems from
campaign, which is its main future and weakness, or its price and
range. STAR T.V with its price and looks has strengths and
market.
CONCLUSION
durable products. The study throws light upon the different DTH
systems in the market, vying with each other to get the attention of
the population and in deed a sign for many DTH systems to enter the
CHAPTER 6
way that the brand influencers like friends and children’s should be
SUGGESTIONS
• The study throws light upon the performance, durability and price
as main features beside the brands that determine the product that
CHAPTER 7
APPENDICES AND ANNEXURE
QUESTIONNAIRE – CONSUMERS
Thank you.
1. Name:
3. Telephone / Mobile:
4. Education qualification
5. Occupation:
a. _____________ b. _____________
c. _____________ d. _____________
SUN Direct[ ]
intend to buy?
Why?
10. Rank the following factors and attributes given 1 for most
DTH System.
Attributes Rank
Price
Durability
Design
Brand name
Technology
Power consumption
Service
Spouse [ ] Children [ ]
Relatives [ ] Friends [ ]
________________
products?
______
____________________________
15. Suppose you have to buy a DTH System again, which brand will
you prefer?
______________________________
QUESTIONNAIRE - DEALERS
Thank you.
3. Address:
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4. Contact No. :
margin for
exceeding
target sales
TATA SKY
DISH T.V
DD Direct Plus
SUN Direct
STAR T.V
System?
If Branded, specify________________
Why? __________________________
10. Which are the companies offering free Services with DTH System?
a. _____________ b. _____________
c. _____________ d. _____________
12. Which brands have the highest recall among DTH Systems?
_____________________________________________
Why? ________________________________________
CHAPTER 8
BIBLIOGRAPHY
• Company journals
• www.TATA SKY.com