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A PROJECT REPORT ON (CONSUMER AWARENESS ON TATA SKY

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SUBMITTED BY (AKIL SHETTY)

FOR THE DEGREE OF THE BACHELOR OF MANAGEMENT STUDIES UNIVERSITY OF MUMBAI

UNDER THE GUIDANCE OF (MR.ABHISHEK NIKAM)

S.K SOMAIYA COLLEGE OF ARTS, SCIENCE & COMMERCE VIDHYAVIHAR(E), MUMBAI – 400022 ACADEMIC YEAR 2010-2011

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ACKNOWLEDEGEMENT
I would like to express my gratitude and sincere thanks to my Project Guide (Mr. Abhishek Nikam), S.K Somaiya College Of Arts, Science & Commerce for instilling confidence in me to carry out this study and extending valuable guidance and encouragement from time to time, without which it would not have been possible to undertake and complete this project. I also wish to extend my appreciation, specially to our Principal Mrs. Parvati Venkatesh, and also the BMS Co-ordinator Mrs. Mrs. Aparna Jain for their kind co-ordination and support. Last but not the least my colleagues for their valuable comments and suggestions for making this a cherishable experience for me.

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Index

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Place d. Milestone 1. challenges faced by the DTH Industry Page Nos. Vision c. Product b. Promotion Market Segmentation Porter’s 5 forces PRODUCT COMPARISON a. Price c. RELIANCE BIG TV c. Achievement d. 5 6 7 11 13 5 Company Profile – Tata Sky a. TATA SKY b. A Birds view of Tata Sky b. SWOT Analysis Product Matrix a.Serial 1 2 2 3 4 Particular Executive Summary Introduction History of DTH in India DTH INDUSTRY – An Overview DTH Market a. Entry barriers in Indian DTH Industry b. AIRTEL DIGITAL TV Product Differentiation Objective of The Study Research Methodology Analysis of Data 15 6 7 20 22 8 9 10 32 34 37 11 12 13 14 41 43 44 50 35 .

EXECUTIVE SUMMARY 35 .

The introduction of the company includes the details of the TATA SKY. I used the simple random sampling research design for the project as I tried to know the awareness of consumers while using the DTH service as their entertainment. “Consumer Awareness on TATA SKY” is purely focused on how tough awareness is going in the current market.. tabulated and meaningful conclusion are drawn out of it. The sample size used for conducting the field survey was 60 respondents.e. Nowadays. The introduction of the industry includes some vital detail about the history of DTH service. in the opening only DD direct plus and Dish TV was successively doing their business but at the moment TATA SKY is also secondhand as DTH services. The objective of the project report is to conduct a survey to find out the awareness of the consumer or people towards Tata Sky. I have collected primary data by filling questionnaire which have analyzed. still there may be some obstacles that comes in the way and stop me to 100% accurate result. Analysis and findings includes tables and graphs which were followed by meaningful interpretation.This project i. more and more companies are coming up with their new DTH services to entertain the people in their life. its milestones. I will try my best in preparing this project report. its new schemes and services etc…. Conclusion of the project includes the expression expressed by various respondents from whom the data are collected. Introduction 35 . Soon after the beginning of the DTH service.

7%. So what is this DTH all about? How. The Indian Entertainment & Media industry is also not far behind. With the 'CAS' issue not yet resolved. This growth presents a lot of interesting scenarios. It is currently estimated at a worth of Rs. What is DTH? DTH stands for Direct-To-Home television. The History of DTH in India 35 . if at all. Doordarshan launched its Direct-To-Home telecast from April 1. Digital Cable. DTH is defined as the reception of satellite programmes with a personal dish in an individual home.DTH does away with the need for the local cable operator and puts the broadcaster directly in touch with the consumer. and IPTV are suddenly finding presence of country’s journals. India would overtake Japan as Asia’s largest DTH by next year and be Asia’s leading cable market by 2011 and the most-profitable Pay-TV market by 2015.With the Indian economy booming at a GDP growth rate of 8. does it help the customer? Is it good? Let's show some detail for DTH service. there is sense of growth prevailing everywhere. Terms which were alien to Indians like DTH. Only cable operators can receive satellite programmes and they then distribute them to individual homes. there's 'DTH' coming up to muddle things up for you and me. The average Indians disposable income and purchasing power has risen to never before levels.2006 Broadcasters like Star and Zee are now leaders in DTH Industry. 450 billion with a CAGR of 18% over next 5 years.

a user can scan nearly 700 channels! Why DTH is is being discussed now? Doordarshan plans to launch its DTH telecast from April 1. How does DTH really differ from cable TV? The way DTH reaches a consumer's home is different from the way cable TV does. The companies offering DTH service will have to have an Indian chief and foreign equity has been capped at 49 per cent. The government is estimated to be investing over Rs 300 crore (Rs 3 billion) in this DTH venture.14 million and will be valid for 10 years. In 1997. Finally in 2000.DTH services were first proposed in India in 1996. DTH was allowed. DTH can also reach the remotest of areas since it does away with the intermediate step of a cable operator and the wires (cables) that come from the cable operator to your house. the government even imposed a ban when the Rupert Murdoch-owned Indian Sky Broadcasting (ISkyB) was about to launch its DTH services in India. 35 . The middlemen like local cable operators are not there in the picture. But they did not pass approval because there were concerns over national security and a cultural invasion.000 dishes free across eight states for increased community viewing of the DTH service. DTH licenses in India will cost $2. in DTH signals directly come from the satellite toyour DTH dish. The government has said it will provide 10. TV channels would be transmitted from the satellite to a small dish antenna mounted on the window or rooftop of the subscriber's home. As we explained above. Also. There is no limit on the number of companies that can apply for the DTH license. with DTH. So the broadcaster directly connects to the user. The new policy requires all operators to set up earth stations in India within 12 months of getting a license. In DTH.

DTH superior to cable TV? Yes. video conferencing and e-mail. the MSOs and the broadcasters lose a lot. Zee. A big problem that broadcasters face in India is the issue of underreporting of subscribers by cable operators. Consider the cable operators pyramid. etc.There are four serious contenders for DTH services in India: Doordarshan. and Data Access. Showing a lesser number of households benefits ACOs. the payments will be made directly by the subscriber to the satellite company offering the service. DTH offers stereophonic sound effects. DTH has also allows for interactive TV services such as movie-on-demand. DTH offers better quality picture than cable TV. Apart from enhanced picture quality. Despite digital transmission and reception. Star. the cable transmission is still analog. Broadcasters do not earn much in subscription fees and are mostly dependent on advertisement revenue to cover their costs. Below themare the Access Cable Operators (ACOs) or your local cable guy who actually lays the wires to your house. With no way to actually cross check. This is because cable TV in India is analog. It can also reach remote areas where terrestrial transmission and cable TV have failed to penetrate. In Cable. etc are pushing for it. Right at the top is the broadcaster. Zee. Next comes the Multi Service Cable Operator (MSOs) like Siticable. which is not sustainable and does not offer high growth in revenues for broadcasters. Internet access. So why are broadcasters pushing for DTH? In DTH. But the thing that DTH has going for it is that the powerful broadcasting companies like Star. The local cable operators or the ACOs then allegedly under-report the number of subscribers they have bagged because they have to pay the MSOs something like Rs 30-45 per household. 35 .

Zee. The major thing that DTH operators are betting on is that the service is coming at a time when the government is pushing for CAS (conditional access system). said that the cost of the installation equipment.The way out of this is to use a set-top box so that it will be clear how many households are actually using cable or going for DTH where broadcasters directly connect to consumers and can actually grow revenues with a growth in the subscriber base. Why do Doordarshan. DTH's minimum subscription could be priced around Rs 500 per month. will be wide. narrowing the tariff gap between DTH and cable. The prices of the dish and the set-top box have come down significantly.000. Overall investments required in putting up a DTH infrastructure has dropped and customers are also reaping the benefits of more attractive tariffs. broadcasters believe that the market is ripe for DTH. Siticable is looking to rope in 1 million subscribers in 15 months. Other estimates say that digital cable set-top box may cost Rs 4.000. Earlier. Siticable. In Oct 2002. But CAS on the backburner now -. Star think DTH will work in India? Today. A set-top box is a must for DTH. Will DTH be cheaper than cable or more expensive? DTH will be definitely more expensive than cable as it exists today. a DTH decoder dish is unlikely to cost less than Rs 7.900.which means no set-top box (a must for DTH). when CAS made set-top box mandatory for households. which includes the receiver dish and the set-top box. which is owned by Zee. the price gap between DTH and cable. the costs between DTH and cable would not have been too wide. would be priced at around Rs 3. which will make cable television more expensive. 35 .

000. DTH developed there before cable and now controls nearly 80 per cent of the total satellite television subscriber base. If DTH had come to India in 1996-97 (like Star had originally attempted). But it is likely to be an up market premium product and most middle class households will stick to cable. cable rules because it came before DTH. Gamming console. Europe is an example of this. So. 35 . It will make the local cable operator less important and take business away from him. may cost as much as Rs 15. then it could have made a significant breakthrough. PSTN connectivity. It will give consumers greater choice. etc.000 (including taxes and installation cost at consumers end). A more advanced STB with value added features like PVR (Personal Video Recorder).Some reports say that an entry level DTH STB will cost about Rs 7. DTH will definitely cut into the existing cable user base. But in US. what's the buzz? Will DTH finally be the one that rules? The cable system is well entrenched in India and is showing quite rapid growth. channel management system.

the payments will be made directly by the subscriber to the satellite company offering the service. The companies offering DTH service will have to have an Indian chief and foreign equity has been capped at 49 per cent.14 million and will be valid for 10 years. DTH can reach remote areas where terrestrial transmission and cable TV have failed to penetrate. Some of the features of DTH service are as following: • • DTH offers better quality picture than Cable TV. DTH licenses in India cost $2. Finally in 2000. • In DTH. Today. The prices of the dish and the set top box have come down significantly. India currently has 6 major DTH service providers and a total of over 5 million subscriber households. which will make cable television more expensive. Overall investments required in putting up a DTH Infrastructure has dropped and customers are also reaping the benefits of more attractive tariffs. But they did not pass approval because there were concerns over national security and a cultural invasion. video conferencing and e-mail. • 35 . The major thing that DTH operators are betting on is that the service is coming at a time when the government is pushing for CAS (conditional access system). the payments will be made directly by the subscriber to the satellite company offering the service. DTH has also allows for interactive TV services such as movieon-demand. Internet access. The new policy required all operators to set up earth stations in India within 12 months of getting a license. narrowing the tariff gap between DTH and cable. broadcasters believe that the market is ripe for DTH. the government even imposed a ban when the Rupert Murdoch-owned Indian Sky Broadcasting (ISkyB) was about to launch its DTH services in India.DTH INDUSTRY – An Overview: DTH services were first proposed in India in 1996. DTH was allowed. • In DTH. In 1997.

I. VI. III. II. IV. V. Reliance owned BIG TV Bharti Airtel’s DTH DD Direct Plus DTH Market 35 . Tata group and Star network owned Tata Sky Zee group owned Dish TV Sun network owned SUNDIRECT DTH.

Important features of Oligopoly Market: • Small number of large players dominates the market. The HHI index and the market share of firms indicate the amount of competition among them.The DTH industry in India can be categorized as an OLIGOPOLY. with barriers to entry in the market. • The oligopolists produce branded products. In this type of market the degree of market concentration is very high. 35 . transponder and other high techequipment: the huge initial cost of setting up the business acts as a huge entry barrier for the new entrants. • There are significant entry barriers in this market. The initial cost required for setting up the company is very high as it requires transponders and other hi tech equipment. • There exists interdependence between firms. • • High set up cost of satellite. Following entry barriers exist in the DTH Industry. DTH Industry is a high volume low margin industry: Any new entrant in the DTH industry has to make sure that it builds significant customer base as soon as possible to ensure its profits. Entry barriers in Indian DTH Industry The Indian DTH industry is a high tech industry requiring huge capital investment. OLIGOPOLY: Oligopoly is a Greek word which means “for few entities with the right to sell”. • Each oligopolist is aware of the actions of the others.It is a market structure in which the market or the industry is dominated by a small number of large players who are called “oligopolist”.

CHALLENGES The challenges faced by the DTH Industry are: • High License Fee • Organization of taxation regime . Products go into tens of thousands of shops in large geographies. and getting set-top boxes and remote controllers in good shape across the length and breadth of India is a significant challenge • Massive logistical challenge. COMPANY PROFILE 35 . High Cost of the set top boxes. particularly state levied entertainment tax • Technology Neutrality as a policy needs to be consistently followed by the Government • Content differentiation through bringing in a Self regulatory regime and technological controls • Control of Content Cost for DTH to make it a level playing field • There exist sales and distribution challenges in India. Although India is a very big country.• • • • High Cost of the set top boxes Long gestation period and high break even period Multilingual & Multicultural differences in India. the trade is relatively unorganized.

though a late entrant created a mark as a first mover in the minds of the customers. It has over 147 channels to choose from. Within a short span of time it garnered a subscriber base of nearly 2.com COMPANY ANALYSIS – A Birds view of Tata Sky: Tata Sky launched its services pan-India in August 2006. Bangalore. Tata Sky recently launched Tata Sky Plus which uses the personal video recording (PVR) technology that allows consumers to record live. It resulted as a joint venture between the TATA group and the STAR group. 8999/Tata Sky.5 million (Aug 2008). It is available at a price of Rs. toh life jingalala’ www. Tata Sky has launched an entry-level subscription plan called ‘Super Hit Pack’ at Rs. Few salient features of the company are: Strongly innovative product offerings – Tata Sky has taken the responsibility on itself to invest in more interactive services to differentiate it from other service providers. It was the first DTH company in the world to offer its subscribers interactive VAS under the umbrella • 35 .TataSky. 99 per month with a bouquet of 53 channels. as it was the first DTH service to be advertised in India. India DTH Pay TV Direct broadcast satellite ‘Isko laga daala.TATA SKY Introduction Type Founded Headquarter Industry Products Slogan Website Joint venture between Tata Group (80% stake) and STAR TV (20% stake) 2004 Kirloskar Business Park.

Digital – quality service 35 . in order to increase its rural penetration. • With the adoption of 360 degree marketing campaign which includes television. National Geographic. • For Effective distribution Tata Sky has tied up with ITC international Business Division. on ground activities. Sony. print. • Low cost packages to increase penetration . TV Today. Disney. This is the new quality standard for Indian pay TV against which other companies as well as future entrants will be judged.Kick started the category advertising . Tata sky has been able to pursue marketing on a digital platform. • Tata Sky has also gone a step further and enhance the service delivery by introducing an electronic program guide (EPG) in Hindi especially for people in small towns who are more comfortable with Hindi. NDTV. Discovery. outdoor.Tata Sky has recently introduced a Rs 99-a-month low-value pack for 53 channels to increase penetration of Tata Sky in smaller towns of the country. radio. • Tata Sky's satellite service brings home a whole new entertainment experience with its direct-to-home (DTH) television service. Some of the highlights of the service are: Entertainment and Media channels Tata Sky offers subscribers popular channels such as STAR group channels.Although it was the 3rd player to enter the market it sought to create consumer education about the category with focused advertising. • Tata sky. ESPN STAR Sports. • Focus on heritage – Tata Sky latest campaign features superstar Aamir Khan. MTV. The focus of the campaign was to establish the lineage of Tata Sky and inform potential customers about Sky. Eenadu. Subscribers can now choose from a variety of popular and new channels and enjoy interactive features. has tied up with ITC e-Choupal and Godrej Aadhar. Asianet and many more.

Features like Active STAR News.The service provides viewers with DVD-quality picture and CDquality sound enhancing their viewing experience. With parental control functions it's also easy to lock channels with special PIN numbers. Tata Sky undertakes installation and servicing of hardware at subscribers' homes. ensuring high levels of customer service. Vision 35 . For kids there is a special Active Wiz kids learning service. Television goes interactive Ever thought of playing interactive games on your television? Or getting weekly channel schedules right on the TV screen with synopses of programmes? Interactive features on Tata Sky make all this and more possible. The company has also tied up with LG. Customer service and infrastructure support Tata Sky has set up a pan-India distribution network of popular consumer electronic stores and mobile phone outlets that retail its hardware and prepaid recharge vouchers. ITC International Business Divisionand Indian Oil Corporation to support its distribution network. The company has engaged a field force of qualified professionals complemented by multi-lingual customer service associates adequately trained to solve all customer problems. Active Newsroom and Active Khabar allow viewing multiple channels on a single screen.

The service envisions to: ‘Connect every television home Empower every television viewer Revolutionize home entertainment’ Achievement Within a span of one year. Telegu. Simultaneously trained 5000 people in a span of 6 months across 180 cities (the largest corporate training initiative in India).000 dealers across the country and operating through 245 exclusive distributors. • • • 35 . the first-of-its-kind education based interactive service in the world that teaches children through learning games. Established Tata Sky as a trusted and premium brand: achieved 87% brand awareness within the first six months of launch. Marathi. Active Sports. Malayalam. Active Khabar. Tamil. Oriya and Bengali). Active STAR News. Tata Sky has: • Established itself as the fastest growing Pay TV platform in India. Mohali and Pune supporting 11 languages (English. • Expanded its product offering from 55 television channels at the time of launch to over 120 channels and interactive services (Active Games.Tata Sky plans to launch its DTH service with top-of-the-line infrastructure and revolutionize Indian entertainment through its superior DVD quality picture and CD quality sound. Active Newsroom and Active Wiz kids). Punjabi. • Launched Active Wiz kids. Become the gold standard in customer service: achieved globally bestin-class (durable and telecom industries) customer satisfaction scores. Kannada. • Expanded its distribution network from 300 towns and 10. Hindi. Gujarati. • Set up state-of-the-art digital infrastructure including an uplink centre in Gurgaon and three high-end 24x7 call centres in Hyderabad.500 towns and 30.000 dealers at the Time of launch to 4.

SHOWCASE • Tata Sky Launches ACTVE SPORTS on ESPN STAR Sports • Television finally becomes interactive with Tata Sky • Tata Sky Satellite Television Service Launches Across the Country • Zee-Turner channels now on Tata Sky •  2007 Tata Sky introduces three new interactive services: Active Darsan.STAR DTH Venture Receives Ministry's Clearance •  2006 Tata Sky selects NDS systems to create India's most advanced digital and interactive DTH service • Tata Sky launches ACTVE WIZKIDS .STAR DTH venture signs lease agreement with ISRO (Indian Space research organization) • TATA .SWOT Analysis • Milestone  2005 TATA . Active Learning and Active Stories • Tata Sky expands offering to 140 channels • Tata Sky crosses 1 million marks in record time • Unparalleled World Cup cricket viewing experience on Tata Sky • Tata Sky launches three new channel packages • Watch ICC World Cup on Tata Sky with Hrithik Roshan • Tata Sky offers 5 months of free viewing • 35 .Introduced first-time ever interactive television promotions across popular television channels including Sony (Indian Idol highlights on-demand).a unique edutainment service • Tata Sky launches pay-per-view service . STAR. Current Situation .

SWOT Analysis 1. Strengths 1. Tapping niche markets with Better service and Product offering 3. Larger disposable incomes with India 2. Rural penetration through ITC E-Choupal and Godrej Aadhar 7. Weaknesses 1. Leads in introducing new packages & Services 5. Innovative Product offering Tata Sky Plus 2. Superior Picture quality 4. Interactive channels and program guides 8. Technological expertise with Newscorp’s DTH arm Sky 3. Litigation due to issues related to sports channels which it lost 5. Customer service 6. Opportunities 1. Expansion of distribution network through exclusive store 35 . Currently Does not offer free Set Top Box like Dish TV 4. Leveraging on brand TATA and High brand recall 2. Second Mover after Dish TV who captured Market Share 2. Dependency on broadcaster and had issues with Sun TV 3. Cannot match free service like DD 3.

4. 5. Cap on foreign Investment (49%) 35 . 2. Videocon may enter DTH by building its own set top boxes. IPTV provides superior technology if implemented Cable Set top Boxes provide easy switching due to negligible switching costs 3. Increase in number of TVs sold 6. Increase in the geographical boundaries with Rural Market untapped 7. Growing demand for quality of service in the form of DTH over Cable 8. 6. 8. CAS being made Compulsory would encourage switch 9. Threats 1. 9. 4. Increasing Competition internally 4. Value Added Services are gaining steam. 10. Interactive advertising – Tie up of with Samsung 5. Dependency on CPE suppliers to some extent High dependence for transponders on ISRO Dependency on broadcasters for their channel content and thus increase in cost 7. No Exclusivity in Content and Rule of ‘Must Carry’ Cap on Investment (20%) Interoperability Regulations 11.

Product Matrix
TATA Sky’s target customers include various strata of the society, with different service packages available to each one. To improve its performance in the competitive DTH market, TATA Sky management should assess its brand positioning among its target segment by establishing a distinctive image for the company compared to competing companies. But these initiatives presents challenges, which TATA Sky is currently facing squeezed by rising costs, sporadic nature of demand, and relentless downward pricing pressure due to competition. Adding to it, slackening of demand, and higher interest rates are not welcome signs for it. With this in mind, TATA Sky should try to be rapid-paced and highly competitive. To counter these challenges and still be profitable, we have tried to suggest various strategies based on what will suit demands in the Indian market and its consumer behaviour to increase TATA Sky market share.

Current situation
Tata Sky crossed the two million connections mark in a period of 20 months, thus retaining its position as the fastest growing direct-to-home service provider across the globe.

The marketing budget that TATA Sky begun with was 15% of sales. This included around 5% for advertisements, 7% discounts and promotions and 1% sponsorships.

Currently TATA Sky has roped in Aamir Khan as its brand ambassador. Aamir Khan would feature in all TATA Sky brand and product communication, including advertisements in TV, print and radio.

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Further, tie ups with ITC E-Choupal and Godrej Aadhar give it wider rural reach. Also for its distribution, TATA Sky has a tie up with ITC International Business Division.

The 24X7 guru.com has joined hands with TATA Sky to provide content for Active Learning.

Tata Sky has adopted a 360 degree marketing campaign approach that encapsulates television, print, outdoor and radio along with on-ground activities and marketing on the digital platform.

Tata Sky plans tie-ups with Sony Pictures, Fox for content- Pay per View service for exclusive events.
• 1.

Product

Tata Sky launches itself as a DTH services requiring a Dish, A set top box and network access card per television. Later variant like Community dish for entire building were launched. Latest the Tata Sky Plus with Personal Video Recording technology has been launched. Various services provided by

TATA Sky include:
• • • • • • • • • • Active Services Active Cooking Active Stories Active Newsroom Active Darshan Active WizKids Active Sports Active Learning Active Games Active Astrology

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   

Parental Control Search and Scan Banner Guide (including Hindi Display) Customer Service- 24 x 7 help. Support in 11 languages

Factors Affecting Consumer buying Behaviours:
1. Price: Tata Sky has offered competitive pricing but has been on the higher end and its due to promotional campaigns it has added in incentives leading to increase in customer base. In search of newer audiences in smaller towns, DTH operator Tata Sky is introducing a new Rs 99 package — Super Hit Pack 2. Customer Services: Tata sky offers an excellent website and dedicated customer line. They have the concept of registered mobile number providing easy communication. But their Customer service lines are always busy and the waiting period is usually very long. This may be an irritant for existing customers. 3. Reception: The reception is usually excellent in comparison to existing cable TV. But during monsoons and Cloudy days they are affected. The rate of signal distortion is more for Community dishes in comparison to Individual dishes. This technical problem should be sorted. 4. Program Choices: After litigations, Tata sky is able to offer huge bouquet of channels but it is still less compared to the Cable TV. They should ensure extensive program choices to induce switching from Cable to DTH 5. New Technology: Tata sky Plus is an initiative in this direction. Various services under Active are part of this Technology game. Being a interactive and dynamic offering would increase its appeal. Technical Support: Technical support system of Tata sky is well establishes. If a 24 hrs limit can be provided for all complaints and work on ‘holidays’ when people are generally home could be sold as a USP.
6.

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Combined Product with Television . Common Dish per house for Multiple Television sets 2. Special channels for Songs Request like Jukebox could be launched 10. 8. Further to enhance the product. Connectivity with other digital Monitors like Laptops for Commercial Usage 4. Voice over in Multiple Languages (Currently limited availability in for some programs) 6. Interactive Video Games (with consol) 7. Stock Market related interactive service on Active 35 . especially and Niche Segment Targeting if Combined with LCD’s 3.Tata Sky as a product has evolved from the time to inception. Development of Visual Radio service. Hollywood and Regional Channels 9. Inclusion of Radio Reception. new services and technologies can be imbibed like: 1.Rural Areas . Variety in Movie Listing with Bollywood. Guide can be displayed in Multiple Regional Languages 5.

Multiple Connections: Provide discounts for consumers buying second Tata Sky Connection (up to 50% off) 4. 8. 3. thus inducing update to next level. i. provide free south Jumbo pack for customers in all Southern States. ensuring timely payment and convenience to the customer – Credit Card through Website (implemented). The following price related strategies could be adopted. 7. 5. Regional Disparity: Provide free regional packs in local areas to ensure switch from Cable TV to DTH service. Payment at end of Month 35 . which may lead to a short term loss but a medium term break even and profit: 1. 2. Community Dish: Provide Incentives in the form of Free Months charges for first 3-6 months and reduce the Installation charges per flat. Continue with current strategy of providing 2 months free on payment of 10 months services. Postpaid: Some clients depending upon few background check criteria can be given Billing service i. Price Competition has increased may fold with completion providing freebies and slashing prices. Lock in of 1 year: Ensure long term lock ins by providing incentives for pre payment of long term charges. Set top Boxes can be given free while ensuring lock in by providing base pack free for limited time duration.2. Pre Paid cards from Retail shops to be activated using Telephone (Implemeneted) and Drop Boxes at Societies. Payment Options: Allow multiple points of payment. 6.e. Encourage References: Provide discounts on Monthly charges if reference from existing consumer becomes a new customer. Free Set Top: Following the line of Dish TV.e.

5 4.0 3.3 4.2 6.9 6.6 6.8 18.5 7.3.1 10.6 4.8 100 Clearly.6 4. Place States Maharashtra Gujurat Karnataka Uttar Pradesh Tamil Nadu Punjab Orrisa West Bengal Kerala Andra Pradesh Rajastan Assam Madhya Pradesh Others Total Share (%) 12. there is a lot of scope of increase in the number of customers across all the states.4 5.7 4. Looking at the current distribution system that Tata Sky has adopted: 35 .

Rural TV households growing by 3-4 million each year. Attractive options be given to them to become distributors Another focus could be the rural market. f. 119 million (60% of total house holds) TV households c. Only 2-3 % of rural household have access to Cable g. A snapshot of the rural market: a. All distributors be given a status of Tata Sky employees c. 199 million total household in India b. 55 million TV sets in rural area e.Including the local cable operators as distributors would be an extremely useful way of reaching out to the target market: a. 50 million are having Cable d. Growing focus towards more satellite channels 35 . Staff of cable operators be made the distributors for Tata Sky (familiarity with people) b.

Combination of various national channels with regional channels c. Events like Cricket matches.Strategies for the rural sector can be: a. Setting up Mini – Theatres in rural sector to promote the Product b. movies etc. c. Customizing offering b. These Mini – Theatres can be the Point of Sales for Tata Sky 35 . This can be supplemented by giving the connection to village head free for initial period Another avenue that can be explored is Mini – Theatres (Class B towns) a. Educational Package d. Appointing the village head as Distributor and the promoter as the villagers tend to listen to village head e.

Posters on railway station roofs b. Consideration can be in form of cash payment to the Housing society c. etc. Promotion The promotional strategies suggested are: 1. Another way could be using the prominent part of the Building for placing Hoardings of Tata Sky Ads: a. Door to door marketing should be used to heighten the awareness levels as well 6. This could be a major target for promotions 5.4. Tie up with real estate developers to target the new constructions a.Applications which involve sharing of videos on how one consumes TV. Use of Internet. benefits of DTH over cable TV. Packages for Special Events like the cricket World Cup 2. Tickers at Major suburban Railway stations 9. Local Games Sponsorships can also be used to increase the awareness levels 7. ibibo. Finding the strategic building in the locality b. Another new avenue that can be explored is the railway stations: a. The number of old buildings being demolished and being reconstructed are also on the rise. Providing free connections to Households in these buildings 8. Give the option of instalments and other promotional schemes to the new users 4. Targeting Tata employees could be a useful way PR promoting the product 3. etc. across social networking sites like Orkut. 35 .

10. 35 . 11. and five months of free subscription on purchase of two or more connections. In the past. 'Ek-pe-Teen and Do-pe-Paanch' the offer entails three months of free subscription on the purchase of one connection. Tata Sky launched an interactive game quiz featured around MS Dhoni to coincide with the Twenty20 World Cup. the DTH operator has been test-piloting feature by running several contests around programmes and the interactive features were made available to its customers.

which suggests that about 60 per cent of DTH subscribers reside in rural areas and towns with a population under a million.MARKET SEGMENTATION Geographic segmentation In terms of geographical location. Region and States: DTH service providers give special offers where regional and sports channels are viewed the most. 35 . Silver subscription available in Tamil Nadu. Uttar Pradesh. North India and Western India together contribute over 8 million DTH subscribers. Urban and Rural: In order to cater to the diverse taste and needs of both urban and rural people operators provide entirely different range of services and offerings. fleet of vans for demos. Kerala Karnataka & Pondicherry only.5 million DTH connections to the overall base. and Rajasthan are the leaders in DTH subscription.Rs 2490 with 12 Months of Silver subscription available in Andhra Pradesh only. ultimate sports bonanza offer . contributing over 6. Punjab. The states of Maharashtra. while the southern market contributes 3 million. installation as well as selling hardware and pre-paid vouchers are being used. Most players are building up their subscriber base by targeting viewers outside the big cities. In rural areas. Goa.

Besides this value added services like Games Active. DTH also concentrates on children also by providing them games.Demographic segmentation AGE and GENDER: Most of the players in DTH offer niche channels to create a unique and exciting offering for its viewers of every age and gender segment. It also focuses on old people as it has updated videos of various holy and religious places. INCOME: DTH service provider gives various recharge options to consumer according to the income like silver pack. camera angles. dictionary. Bhakti active services etc carters to needs of customers from various age groups and gender. Example. some discovery videos specially inbuilt.Dish TV recently launched ‘Children Films Festival’ with a bouquet of over 25 super-hit films across various categories priced at Rs. math’s. For example it offers benefits to customers like: In a cricket match choosing the language of the commentary. DTH industry mainly concentrates on women who don’t like missing their daily soap and news more ever women are able to learn English speaking which is a very special feature of DTH. diamond pack etc. golden pack.per movie. know player statistics and watch match highlights at our will 35 . 25/. Behavioural Segmentation OCCASIONS: DTH operators come out with new offers of channels or new buyer schemes at relatively cheaper rates on occasions of festivals or major sports events. and science and social knowledge. thus targeting the children segment.

ISRO hence dependency exists and due to no regulations in channel pricing. Unless players can differentiate against each other. Set top box and Access card. 35 . Customers will have high bargaining power and will be influenced by costs versus services. the market shall remain mostly homogeneous. Bargaining power of DTH operator with CPE supplier has increased due to supply. Threat of Substitutes. Cable & IPTV. Ku Band Transponder and content. DTH operators are at mercy of Broadcasters.Porter’s 5 forces orces Bargaining Power of Supplier – High DTH relies on three major suppliers: Customer Premise Equipment – Satellite dish. They offer Digital service in collaboration with BBC resources. Transponder is provided by Astrix.Medium DTH faces major competition from Terrestrial. Bargaining Power of Buyer-High Consumer has the power to choose in this industry with variety. Doordarshan is world’s largest Terrestrial broadcaster with over 1400 transmitters and covering 88% of India geographical area. This wide reach and low cost approach are offset by its lack of attractive content.

There is also competition with respect to acquiring content. MTNL & BSNL plan to tap this line. Threat of New Entrants.Low With 7 players in the DTH space. threat of new entrants is relatively low due to enough competition.Medium With 7 players established in the market inter firm rivalry is intense. The new players have very big brand names and have started with extensive publicity. Dish TV got first movers advantage and has a highest market share in the market. Even with strict regulations (not yet enforced) it is a considerable threat due to its newlevel of interactivity. Also first mover advantage exists in this industry. 100 – Rs. Competitive Rivalry. Getting a license is relatively low but issues related to pricing of CPE and getting required transponders. IPTV is service where television signals are digitally sent over Telecommunications line. 35 . There are also regional discrepancies. The cost varies from Rs. DD offers free service but has a very small bouquet of channels. there is bound to be a resistance from Local Cable operators. 350 to customers depending upon location. Due to its phenomenal reach.Cable TV operates in 2 modes: CAS<Metros>which requires separate set top box and Non Addressable system.

Low DTH Industry – Five Forces Model 35 .Threat of New Entrant LOW DTH market is already crowded with Bargaining power of Buyers HIGH Lots of opinion & substitutes Price sensitive buyer Inter Firm Rivalry VERY HIGH Price Wars Litigations Bargaining power of Suppliers VERY HIGH Transponders – Very High CPE Suppliers – Low Content – Very Low Threat of Substitutes VERY HIGH Cable TV – Very High IPTV – High Terrestial .

the uniform volume level across all channels. • Another important feature which can be of great value to the customer is . • • • Tata Sky provides excellent picture/audio quality. • • • • Uniform volume level across all channels Stable set-top-box with less bugs or issues Provides good Customer service and after-sales support Exclusive access to some authentic international channels like BBC entertainment. TATA SKY Tata Sky Features: • Joint venture with International DTH Brand-Sky. • This feature ensures that the customers don’t have to waste time on adjusting the volume levels as they surf the channels. Tata Sky also provides installation services within 24 hours of the purchase of the product 35 . famous for its exquisite technology. Ceebebies Tata Sky Product Review Tata Sky has made constant innovation and technology enhancements which are the main reasons that the company could provide a very stable set top box. As a result its customers have to worry less about the maintenance issues regarding the Set-Top Box.PRODUCT COMPARISON 1. • Tata Sky has customized its packages which enable the customer to choose and pay for onlythose channels which they require.

hindi/Punjabi or oriya/Bengali Packages • . It also provides a feature of viewing 12 channels at a time on single screen • Good performance even during the monsoon season. malayalam. The set-top box of Big TV is little unstable. This acts as a disadvantage for the customers • • For the installation of the set-top box the customer has to wait for 3-4 days from the time of Purchase 35 . Reliance Big TV Product Review • Reliance BIG TV is a cost-effective service whose base package comes with large number of channels. RELIANCE BIG TV Reliance BIG TV Features: Reliance Big TV uses MPEG-4 technology which can carry more number of channels • • • Good picture and audio quality The company makes its packages cost effective by providing lots of channels in base pack itself. • This entitles the customer to get an option to make a package having base package and any one of the regional languages like kannada.2. telugu. • The customers get to select regional package based on their language/regional/cultural preferences.

It also provides exclusive access to World-space channels While Airtel Digital tried to differentiate its product from the rest the high cost associated with it acted as a big negative aspect for the company The are many other players in the market providing lots of channels at a lower price. • • • • It provides a sleek and stylish looking set top box. • • • The set-top box provided by Airtel Digital is Sleek and stylish It provides better connectivity as provides a larger dish antenna Airtel Digital TV Product Review: Although Airtel Digital is a late entrant in DTH space it has come up with a completely flawless DVD quality picture and sound. • 35 . Digital Tv has completely undone that issue by coming up with universal remote. Digital TV by Airtel stands out as a lot costlier. • At the time when the other players were providing different remotes for set top box and television . AIRTEL DIGITAL TV Airtel Digital TV Features: • • Airtel digital tv has good DVD Quality picture and CD quality It provides a universal remote which works both with TV and Set top box One of the major features of Airtel digital is that it exclusively offers World-space satellite radio channels.3.

go for Tata Sky because that’s the only DTH which will be delivered and installed the same day after you place the order • . Tata Sky is the best fit as it has lots of small packages and add-on packages so that the customers can customize the package as per their needs. • Incase the customer is very selective about channels. 35 . • Tata Sky and Big TV are better choice for rainy areas because of bigger antenna size. • To start enjoying DTH experience from today.Few Inferences from the above comparison: Tata Sky is the only DTH which provides uniform volume level across channels.

Thus Tata sky gained an edge over its customers by adapting Product Differentiation. Tata Sky as a product provides to its customers a large bouquet of channels at different pricing packages. To protect its existing customer base using Tata Sky. Tata Sky+ gives you the power to record one program while watching another. 35 . These packages are formed according to ensure user convenience. Customers can select any of the various attractive package of channels available. A set top box and network access card per television. pause a live telecast and even rewind a TV program that you are watching. However Tata sky recently launched a new variant called Tata Sky +. This product contained some additional features over the original Tata Sky.PRODUCT DIFFERENTIATION Tata Sky launches itself as a DTH services requiring a Dish. Thus Tata Sky has all features to compete well with the existing players in the market. it also introduced a special offer of up gradation to the premium product at reasonable cost. Tata Sky+ is a premium set-top box with a personal video recorder that allows you to record up to 45 hours of live TV.

They invested not only in the pilot MDU (multi-dwelling unit) projects in some cities of Indiabut also planned to educate an average Indian about the advantages of a DTH service supported by the Tata’s and Star. it earmarked approximately Rs 1.In order to stay ahead of its competitors. traditional and non-traditional. starting late September and lasting till Christmas-New Year. most other major TV channels found a place on the Tata Sky platform 35 .5 billion marketing budget was planned to be spent during the festival season in India.5 billion for marketing the DTH service across all platforms.For its new customer the cost of Tata Sky Plus is given as below: Tata Sky Plus Cost Rs 8. A major part of the Rs 1. When Tata Sky was about to be launched. Tata Sky has always followed an aggressive promotion strategy.999 for the hardware (Digicomp) + Rs 1.000 installation & activation charges + Rs 50 per month Tata Sky+ usage fees + Cost of the channel package. when consumers have a tendency to splurge on goodies. Meanwhile. apart from Zee Turner family of channels.

My objectives behind working on this project are: I. 35 . • To understand penetration of various DTH and cable operators in Kalwa & Thane II.OBJECTIVES OF THE PROJECT It is obvious that every task has some objectives. • Secondary Objectives To understand preferences of TV Viewers of Kalwa & Thane regarding DTH and Cable Services • To understand purchase criteria of customers for selecting DTH or Cable Services • • • To understand competition between various players To Find Out Opportunity & Threats In Indian DTH Industry. To Study The Reason Behind Growth Of DTH Market. Primary Objective • The main objective of this project is making the consumer aware of His/Her rights.

FORMULATING OF RESEARCH DESIGN Research design specifies the methods and procedures for conducting a particular study. determine the proportion of the population that uses a product. Research design is a plan. 2. 2008. the time period is 1st January. price. 2008 to 5th march. its characteristics and the other marketing P's (place to buy. It means that consumers not or are aware of products or services. structure and strategy of investigation so as to obtain answer to the problem. 35 . I will try to define following one thing. and promotion) .  Time & Space boundaries:- In this project. At this stage. Research designs are mainly three types. • Exploratory Research Design: Exploratory research design focuses on discovery of ideas and generally is based on secondary data.RESEARCH METHODOLOGY 1. ORIGIN & FORMULATION OF RESEARCH OBJECTIVE It is the first and the most important stage in applied research. or predict future demand for a product. The study is to be carried out part timely. • Descriptive Research Design: Descriptive research is more rigid than exploratory research and seeks to describe users of a product. The objective of the project is to know the consumer awareness is making the consumer aware of His/Her rights.

income.  Observation Method 35 . It accomplishes this goal through laboratory and field experiments. it means a type of conclusive research that has its major objective descriptive of something. There can be two main classifications of data sources. • 4. There are two modes of collecting data. 3. education level. The detail regarding secondary data is mentioning in the bibliography. the researcher has to decide the made of collecting data. which is collected by the research for the first time. In this Descriptive research. The secondary data is collected from article from the internet site. • Causal Research Design Causal research is undertaking when the researcher want to study the cause and effect relationships between two or more variables. gender.Descriptive research study is undertaken when the researcher wants to know the characteristics of certain groups. SELECTION OF SOURCES OF DATA The choice of the source of data should be according to the objective and suitability to the information required. I am applying Descriptive Research Design. in this project I am using this method by conducting a field survey. as I m collect one time information from the unknown sample. I use longitudinal research to Study my project. DECISION ON DATA COLLECTION TECHNIQUES Once the decision in the favors of collection of primary data is taken.   • Primary data Secondary data Primary data means the data. occupation etc.

I had to select the tool through which I would gather information one choose the questionnaire. The data were collected through survey method by personal interview. Survey Method To collect information through the survey method. Dichotomous (yes/no). The description regarding designs the questionnaire is as follows:- Types of information to be collected: I have decided to collect the information regarding the consumer awareness on tata sky. I am using survey method as the data collection form. 35 . Single choice. Hence Data collection tool is Questionnaire. Scaling and multiple choice question in questionnaire  Phrasing question: I have used simple language while formulation questionnaire so that the respondents do not confused. • PERSONAL SURVEY I am using this survey because of its suitability to my project.  Types of question: I have used open-ended.  Order of question: The simple questions were put in the starting to make the respondent familiar with the subject and to gain his interest to fill up the questionnaire. personal survey is suitable to my research and I will get an opportunity to meet consumer face to face. Rating.

the next task is to aggregate the data in to a meaningful manner to bring out the main characteristics of the data collection. ORGANIZING AND CONDUCTING THE FIELD SURVEY After preparing the questionnaire and taking the sample decision the next step is to organize and conduct field survey. I am using field survey for collect the data. . 35 . But this also helped me to remove my fear of meeting people. ANALYZING THE COLLECTED DATA Once the field survey is over and the questionnaire have been received.As I am collecting the information from the people. 5. The questionnaire as prepared using the front “Times New Roman” with front size “14” with 1. It is necessary to interpretation of data because faulty and improve data analysis will not give proper insight into the research object. (convince method to access easily. At some place I got responses after 4 to 5 visit as in starting. I have selected the simple random sampling method for conducting survey. it is very necessary to supervise the fieldwork as the time providing. Layout of questionnaire: I have prepared the questionnaire which can be read and interpreted easily. There are 2 aspect related to survey which have to be considered. • •  Interviewing Supervision of field work Interviewing:. The sample size for the survey is 60 (20 from each section) 6. The sampling method that I will be choosing is the probability.5 line spacing. SAMPLE DESIGN Looking at the vast geographic area of the Thane city. 7.

It is the process by which the data are prepared for subsequent code after review of questionnaire with the object. The typical content of the research report are formulated in a standard format which is as follow:• Executive summary • Introduction of industry and company • Objective of the project • Research methodology • Limitation of the project • Analysis • Findings of research • Bibliography • Annexure 35 . I have used different types of tabulation and frequency distributions and different types of graphs for analyzing the data collected for and used for the percentage method and CHI square test for findings.  Coding It is the process of classifying the answer to question into meaningful categories.This phase is divided in three as below. PREPARING THE RESEARCH REPORT I have used charts and tables are prepared using different colors and texture so that the finding & analysis can be interpreted with less effort. 8. The symbol used to indicate these categories are code which is systematic.  Tabulation Tabulation comprises of sorting of the data into different categories and counting the number of cases that belong to easy categories.  Edition The first task in data processing is edition.

• The data is been restricted to only Kharegaon. • Due to time constraint the survey has been done on the basis of convenience.Limitations The sampling plan was based on non-probability method and no scientific methods were adopted. Manisha Nagar. and Karwalo Nagar. • 35 . • Data collected may not be 100 % reliable. • The universe selection and sample size is not sufficient to represent the whole population.

ANALYSIS OF DATA The analysis is required to come on any conclusion. This analysis is made from the data collected from the Questionnaire. Do you watch TV? About asking this question I got the result as follow. ANSWER Yes No RESPONDENT 95 5 PERCENTAGE 95 5 100 90 80 70 60 50 40 30 20 10 0 Y es No Y es No So from this survey I have found that 95% of people are watching TV and just 5% of people are not watching TV. which is filling up by various consumers who are aware and not aware about TATA SKY. Q-1. 35 .

ANSWER Regularly Rarely Once in week Twice in week RESPONDENT 45 21 21 13 PERCENTAGE 45 21 21 13 45 40 35 30 25 20 15 10 5 0 R eg ularly R arely Once in week Twice in week R eg ularly R arely Once in week Twice in week So from this survey I have found that 45% of people watch TV regularly and 21% of people watch TV rarely.V. 35 .Q-2 How frequently you watch the T. Whereas 21% & 13% of people watch TV Once in week & Twice in week respectively.?  About asking this question I got the result as follow.

Q. Answer DTH Doordarshan Cable Connection Internet Other Respondent 40 5 45 5 5 Percentage 40 5 45 5 5 45 40 35 30 25 20 15 10 5 0 D T H D oorda rs ha n Ca ble C onnec tion Internet Any Other D T H D oorda rs ha n Ca ble C onnec tion Internet AnyOther From this survey I have found that 45% of respondents prefer Cable Connection but 5% of respondents still prefer Doordarshan. 35 .3 Which connection you use for your entertainment?  About asking this question I got the result as follow.

35 .4 Which DTH connection do you have? About asking this question I got the result as follow. DTH Services Tata Sky Dish TV Big TV Videocon D2H Sun Direct Percentage 42 35 13 5 5 4 5 4 0 3 5 3 0 2 5 2 0 1 5 1 0 5 0 T ataS k y D ishT V B igT V VideoconD 2 H S unD irect T a taS k y D ishT V B igT V Videocon S unD irect D 2 H Interpretation Tata Sky is the market leader with 42% of market share.Q. followed by Dish TV and Big TV with 35% & 13% of market share respectively.

From which sources you comes to know about Tata Sky ?  About asking this question I got the result as follow.Q-5. and 12% by Hoarding or Banner. Q. SOURCES Advertisement Hoardings Newspaper Mouth Publicity PERCENTAGE OF USERS 71 12 2 15 80 70 60 50 40 30 20 10 0 Advertis em ent H oarding s News paper Mouth Publicity N ews pa per Mouth Publicity Advertis em ent H oa rding s Thus by these analysis of Tata Sky. There 15% of people is having awareness by Mouth publicity or communicating with other people. I have found that 71% of people know about the Tata Sky company through an Advertisement.6 Where did you obtain/ take the connection from? 35 .

How long did it take for your service to get activated and function? 35 .7 . Q. And survey also tells that 50% connection was taken from the company shop while 25% of connections were taken from exclusive dealers. Also I have seen in too many cases that they were got the selected numbers from the retailers which were not found in the company shop.About asking this question I got the results as follows LOCATION Company Shop Exclusive dealers Vendor shop PERCENTAGE OF USER 50 25 25 50 40 30 20 10 0 C om pany Exclus ive S hop dealers V endor s hop C om pany S hop Ex clus ive dealers V endor s hop As people are more trusted towards company shop so they would like to get connection from company shop. they believe that from retailers they will get selected numbers. Some people are taking connection from retailers or Vendor shops.

then for what period you have used the Tata Sky service? 35 . Whiles as I said that sometimes documents might be misplaced so might take more time. Q.8 If yes. And only 19% were taken more than 06 but less than 12 hours to get functional. But in case of late submission of documents or misplaced of documents it might take more then 12 hours. Research also suggests that 74% of services had been activated within 02-06 hours of purchased and it was functional properly. And that 4% suggest that because of misplaced of documents the activation might be delayed. and 3% of customers was not sure or they forgot about there activation period. About asking this question I got the results as follows TIME IN HOUR 02-06 06-12 12-24 Above 24 Not sure PERCENTAGE OF USER 74 19 04 00 03 80 70 60 50 40 30 20 10 0 02-06h 06-12h 12-24h Above 24 Not S ure 02-06 h 06-12h 12-24h Above 24 Not Sure Most of the services has been activated within 02-06 hours of purchasing.

and 16 customers are using Tata Sky service up to year.About asking this question I got the result as follow PERIOD RESPONDENT Less then month 1month to 6 months Up to year Above years RESPONDENT 00 04 16 38 4 0 3 5 3 0 2 5 2 0 1 5 1 0 5 0 L essthen 1 m onthto Upto yea r m onth 6m onths Above yea rs L essthenm onth 1 m onthto 6m onths Upto yea r Above yea rs As per these analysis one think which is clear about Tata Sky that there out 58 customer 38 customers are using these service from more than year or we can say 3-4 years. 35 . that’s why the customers prefer this Brand. thus the Tata Sky has maintain there good service against the customers.9 Rate the following parameter of Tata sky to other service provider?  About asking this question I got the results as follows. Q.

PERCENTAGE OF USERS PARAMETERS Very Good Good Average Poor Very Poor Coverage 98 02 Value Added Services 55 40 05 Customer Services 90 08 02 Brand Image 90 10 Tariffs & Schemes 65 25 10 35 .

There 98% of customers finds that the coverage or network is very good of Tata sky. In case of Value added service of Tata sky 55% of customers finds that the Value added service is very good of Tata sky .100 90 80 70 60 50 40 30 20 10 0 C overage V alue Added S ervices C us tom er S ervices Brand Im age Tariffs & S chem es C overag e V alue C us tom er Brand Tariffs & Added S ervices Im ag e S chem es S ervices In case of coverage. Tata sky customer’s satisfaction is highest. 35 . 40% of customers find that the Tata sky is providing a good Value added service and just 5% of users of Tata sky think that the Value added service for Tata sky is Average. and just 2% of users of Tata sky think that the coverage for Tata Sky is good.

Tata sky customer’s satisfaction is highest.10 What’s the reasons for which you are not using Tata Sky? About asking this question I got the results as follows.In case of Customer service of Tata sky 90% of customers finds that the Customer service is very good of Tata Sky. 8% of customers find that the Tata sky is providing a good Customer service and just 2% of users of Tata sky think that the Customer service for Tata sky is Average. In case of Brand Image. In case of Tariffs & Schemes of Tata sky 65% of customers finds that the Tariffs & Schemes is very good of Tata sky . and 10% of users of Tata sky think that the Brand Image for Tata sky is good. There 90% of customers finds that the Brand Image is very good of Tata sky . 25% of customers find that the Tata sky is providing a good Tariffs & Schemes and 10% of users of Tata sky think that the Tariffs & Schemes for Tata sky is Average. Q. REASONS Poor Service Expensive Service Poor Network Other Operator PERCENTAGE OF USERS 02 58 00 40 35 .

Awareness of new connection and new recharge offers of Tata Sky is similar to Dish TV and Airtel Digital. approximately 40% of persons in Kharegaon. but use other modes of recharge for large amounts. Due to the shortage of stock they are not able to retain their customer for long time. so 40% of customers are grab by other operating service. There here another drawback is that company’s like Airtel. • 35 . Manisha Nagar. Reliance and Dish TV is also providing good service in the market. There is a communication gap between the company and the customers. For small amount of recharge they use vouchers.60 50 40 30 20 10 0 Poor S ervice Ex pens ive Poor S ervice Network Other Operator Other Opera tor Poor S erv ice E xpensive S ervice Poor Netw ork Thus by this survey or research I have found some negative points of Tata Sky that its service is little bit expensive then other operating service in Thane. Findings On survey • • Maximum Person keep Tata Sky kit and recharge facility. This doesn‘t seem to be the case with other DTH providers. and Karwalo Nagar facing this problem. • • Availability of vouchers lie between price ranges from Rs 100 to 1000. Availability of voucher is one of the major issues among Tata Sky dealers.

dealers and customer like their but same time they shows un satisfaction with frequent changes in offer. they are not able to recharge higher amount and as they face such problems frequently. Also if dealers are committed to b) 35 . This along with improper communication confuses customers which beings down the consumer satisfaction levels. There has been a growing trend of Dish TV customers and dealers being shifting to other major brands like Tata Sky and Airtel Digital as they provide better value added services like after sale service. they try to recommend other DTH brands to their customers. • Good thing which i found in Dish TV according to dealer feedback is offer. • • • Connect between the Call Center and the Service center is good. like installation and activation commitments are often not met. recharge facilities and customer care.EPRS system seems to be the most troublesome recharge option for Dish TV. quick recharge and installation facility. • • Specific Comments By customers:a) Due to the bad EPRS system of Dish TV. The dealers mostly prefer to sell Tata Sky and Airtel because their installation system is very fast. which provides them with the competitive advantage. waiting time is comparatively less on toll-free numbers • Dish TV changes the price plans and offers more frequently as compared to other DTH providers. it takes up to 2-6 hrs. • Many persons say they recommend Tata Sky because they get the installation done much faster in comparison to Dish TV & competitors with Tata Sky. • Customer care service is considered to be very poor as dealers often complain of problems in recharge process managed by Tata Sky. • Other DTH brand provides best support facility. • The company have been able to keep up the promises made to the customers. Customer Care is reachable on Toll-Free easily.

distributer have been setting there own price and negotiating according. The main reason behind it is lack of availability and also poor EPRS system. which helps the dealers to keep good relation with their customers. c) There has been problem on the behalf of the distributers front. this has been matter of loss for the dealers in most the case the profit got is not up to the mark. 3) Give more value added services: Since Tata sky and Airtel have clear edge over value added services like free installation DTH needs to mend its strategy to face these competition. The dealers generally sell recharge vouchers of Tata sky worth Rs 1lac per month. the EPRS technology needs to be upgraded consistently. d) RECOMMEDATIONS The following price related strategies could be adopted. One way of doing this would be to offer at least the same service as these two competitors are trying to eat the market share. So dealers push its customer towards Tata sky and Airtel Digital.their customers regarding any specific time limit. 2) Improve processes and techniques: In order to make recharge or activation process more transparent and user friendly. It took long time to recharge. 1) Increase awareness: Since there is lack in communication channel. 35 . it should be tackled with care and dealers should be constantly made aware about the offers and new plans through meetings with company executives at regular intervals. the other DTH brands never let them feel down. which may lead to a short term loss but a medium term break even and profit. but in case of Dish TV they only sell vouchers worth Rs 5-10k.

ensuring timely payment and convenience to the customer Credit Card through Website. • Payment Options: Allow multiple points of payment. Pre Paid cards from Retail shops to be activated using Telephone and Drop Boxes at Societies • 35 . Also. So Dish TV needs to watch out for this and should pre inform the customers about the offers and changes well in advance.4) Improvement in after Sales Services: Arrange proper training for customer care executives as Dish TV lacks proper after sale service. 5) Standardized the price plans and avoid frequency changing Frequent changes in price and offers is proving no good for Dish TV as it is in way frustrates the customers with changes in offers without being informed about it. • Multiple Connections: Provide discounts for consumers buying second Tata Sky Connection (up to 50% off) • Encourage References: Provide discounts on Monthly charges if a reference from existing consumer becomes a new customer. 6) Voucher Availability Make proper channel of Distribution of voucher. 7) Visibility Danglers create more impact on customer mind. This in a way. it always visible and promote offer and help to recall brand resonance. I feel would create more brand loyalty and preference. Free Set Top: Set top Boxes can be given free while ensuring lock in by providing base pack free for limited time duration. thus inducing update to next level.

? Yes No Q 2 How frequently you watch the T.Annexure Questionnaire Q 1 Do you watch the T.V Cable connection 35 .3 Which connection you are use for your entertainment? Dish T.V.? Regularly Rarely Q.V.

6 Where did you obtain/ take the connection from? Company Shop Exclusive dealers Vendor shop Q.4 Which DTH connection do you have? Tata Sky Dish TV Big TV Videocon D2H Sun Direct Q.5 From which sources you comes to know about Tata Sky? TV Advertisement Holdings Relatives News papers Q.Door Darsan Any other _____________ Internet Q.7 How long did it take for your card to get activated and function? 35 .

8 For what period you have used the Tata Sky service Last 1 month Last 6 to 12 month Less then 12 month More than 12 month Q.02-06 hrs 06-12 hrs 12-24 hrs Not sure Above 24 hrs Q.9 Rate the following parameter of Tata Sky to other Service Provider? 35 .

PERCENTAGE OF USERS PARAMETERS Very Good Good Average Poor Very Poor Coverage Value Added Services Customer Services Brand Image Tariffs & Schemes 35 .

10.Q. What’s the reasons for which you are not using Tata Sky? Don’t want to change with regular service Poor service High price Low signals Additional facility provided by other operator High rent per month 35 .

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