TATA SKY - SALES

Overview:
In Indian DTH market, more than 50% of DTH connections come from rural and
small towns. From this we came to know that there is a huge potential for DTH
operators in rural. However it is very important to satisfy the needs of every customer
segments. Since Indian villages are very diverse which have different requirements,
only customised approach will work in this business.

Inference:
Rural India is different and typical market. So, things will not work in this market
without offering customised products. Company X should also think that a thing what
works in Maharashtra may not work in Uttarakhand and cannot offer one product to
all. In rural areas, they want more regional content, therefore X should customise our
packages according to the needs and demands of these people.

Problems:
• In many areas, people have televisions but for buying a DTH or for recharging a
DTH, they have to travel a long distance. There’s no nearby shop or town from
where one can buy its monthly recharge.
• In Free to Air or Cable operators, their bouquet of channels is less than DTH and
transmission quality isn’t as good.
• There's no availability of choices and options for the rural FREE customers.
• No awareness on availability of self customised packages, Online recharges,
Picture quality and easy accessibility in DTHs.

Solution:
• Appointing local volunteers from villages as ambassadors to create awareness, to
teach how to access and to explain the pros of DTH.
• Setting up service kiosks and stalls in the rural boundaries for the easy access of
villagers.
• Providing demo exhibition of product to the rural people so that they can compare
it with FREE and also experience the picture quality and its features.
• Understanding the tastes of each rural region and can offer attractive packages
especially for those region consumers.
• Bidding exclusive telecasting rights of events like Indian Soccer League (ISL), Pro
Kabbadi League (PKL), Biggboss (in regional language) etc which have huge
audience bases.