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By:

Group 4KrutikaKalantary

VaibhavManochaSukritiBabbar

DivyaBhadouria

Ravneet Singh

Rohit Sharma

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Listening

ReliabilityBasic sevice

Service design

Recovery

Surprising customers

Employee research

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A 80-20 Joint Venture b/w TATA and STAR

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2004 jointventure tatagroup and

star

2004 jointventure tatagroup and

star

2006 jan-tata sky

selects nds

2006 jan-tata sky

selects nds

Aug 2006-dth services

launched

Aug 2006-dth services

launched

2007 1mlnconnections

2007 1mlnconnections

2008launches

indias firsthindi

languageepg

2008launches

indias firsthindi

languageepg

2009introduces

stb

2009introduces

stb

Reaches 6mln

connections

Reaches 6mln

connections

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SERVICES PROVIDED BY TATA SKYSERVICES PROVIDED BY TATA SKY

actve English

Actve mall

Actve wizkids

Actve stories

Actve learning

Actve games

Actve darshan

Actve cooking

Actvestarnews Actve doordarshan

showcase

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Launch Background

Segment Gap

Need for quality DTH

service

Channels in different

Languages

Interactive Features

Target segment

High Income groups

Other urban cities &

towns

School Going Children

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RELATIVE SWOT

STRENGTHS WEAKNESS

Perceived to be costly (0.4)Experience Curve- SKY (0.1)

Strong Brand (Reliability- TATA) (0.2) Dish TVs existing customer base (0.4)

Superior Customer Service (0.3)

Additional Interactive Services (0.4)

High Lock-in period (0.2)

OPPORTUNITIES THREATS

Tier II and Tier III markets Strong Presence of Dish in Metros

R&D Investment Emerging Players like Reliance, Airtel, Videocon

Interactive Applications Stiff Competition from Cable operators

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51

24

18 7

Market Share in 2007(in %)

DD DirectPlus

Dish TV

Tata Sky

Sun TV

5330

710

Market Share in 2010(in %)

Dish TV

Tata Sky

Airtel's Digital

TVBig TV

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Measures of Performance

Annual sales figures

0

0.2

0.4

0.6

0.8

1

1.2

1.4

1.6

1.8

2

2006-07 2007-08 2008-09 2009-10

Connections(in millions)

Connections(in

millions)

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Measures of Performance

Annual sales figures

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COMMUNICATION STRATEGY

HOLISTIC MARKETING APPROACH

Integrated Marketing

Short term:

Advertising- RELIABILITY

Sales Promotion

- Promotion for Tata-Indicom customers

- Discount offered on booking Tata-Nano

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- Long Term

Product / Pace - Customer Solution:

INN

OVATION

IS THE KEY!!!First to Provide TV access to mobile phones.

Place Convenience

Extensive distribution channels under its telecom

& internet services providers

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CUSTOMER SATISFACTION

Launching of Indias first Hindi-language

Electronic Programme Guide (EPG)

Reminders for favourite programmes.

focuses on 5 major determinants for better service

quality management-

Reliability, responsiveness, assurance, empathy, tangi

ble products.

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TECHNOLOGY

Introduces Auto Standby Technology to save

electricity on STBs.

Keeping and maintaining database of customers to

provide them prompt service.

Improved services, more channels and bettersubscriber functionality & parental locking.

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BRAND STRATEGY FOR SERVICES

Brand recall by customers is essentially veryimportant in services , so an easy- to-recall brand

name is critical.

Enjoys a great advantage in brand recall.

Aamir Khan- rightly advertises the entertainmentneeds.