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TABLE OF CONTENT
Content Page No.
Introduction of the topic 1
Company Profile 7
Objectives of the dissertation report 56
Literature Review 58
Research Methodology 67
Data Analysis/ Interpretation 71
Findings of the study/ Conclusion 82
Suggestions/ limitations 85
References/ Bibliography 90
Annexure- Questionnaire 91
CMCA, Teerthanker Mahaveer University, Moradabad Page 1
INTRODUCTIONCMCA, Teerthanker Mahaveer University, Moradabad Page 2
DTH services were first proposed in India in
1996. But they did not pass approval because there were concerns over national
security and a cultural invasion. In 1997, the government even imposed a ban
when the Rupert Murdoch-owned Indian Sky Broadcasting (ISkyB) was about
to launch its DTH services in India. Finally in 2000, DTH was allowed. The new
policy required all operators to set up earth stations in India within 12 months of
getting a license. DTH licenses in India cost $2.14 million and will be valid for
10 years. The companies offering DTH service will have to have an Indian chief
and foreign equity has been capped at 49 per cent. Today, broadcasters believe
that the market is ripe for DTH. The prices of the dish and the set- top box have
come down significantly. Overall investments required in putting up a DTH
infrastructure has dropped and customers are also reaping the benefits of more
attractive tariffs. 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), which will make cable television more expensive,
narrowing the tariff gap between DTH and cable. Some of the features of DTH
service are as following:
• DTH offers better quality picture than Cable TV.
• DTH can reach remote areas where terrestrial transmission and cable TV have
failed to penetrate.
CMCA, Teerthanker Mahaveer University, Moradabad Page 3
• DTH has also allows for interactive TV services
such as movie-on-demand, Internet access, video conferencing and e-mail.
India currently has 6 major DTH service providers and a total of over 5 million
subscriber households.
Out of these Dish TV and Tata Sky are the main market holders.
Dish TV is India’s first private Indian company to start Direct to Home (DTH)
satellite broadcast operations in the country. Dish TV’s DTH services was hard
launched in May 2005. It provides multi-channel subscription television service
and interactive services. Its state of the art broadcasting infrastructure is located
at its facility in Noida, near Delhi, which is the nerve centre of DTH operations.
Dish TV has robust operating infrastructure, strong content tie-up, established
brand salience and backing of a strong group.ASC Enterprises Limited, now
renamed Dish TV India Limited (Dish) acquired the first private sector license
to operate DTH services in India.
Whereas, in the year 2004 Tata Sky was incorporated but was launched
only in 2006.It is a joint venture between the Tata Group, that owns 80%
and STAR Group that owns a 20% stake It currently offers close to 196 channels
(as of December 2010) and some interactive ones; this count includes some
numbers off HD channels offered by Tata Sky (as Tata Sky - HD) and
interactive services also.
CMCA, Teerthanker Mahaveer University, Moradabad Page 4
Executive Summary
The development of the Direct to home sector has experienced a major process
of transformation in terms of its growth, technological content and market
structure in the last decade. Any company which is successful is because of their
reach among customers which is possible through the effective tools through
which a company communicates and attract its customer. Dish TV & Tata Sky is
the most famous brand and has a sophisticated place and market leader position
in the mind of customer. This is due to its strong brand image.
The attempt behind this project was to find out the effectiveness of DISH
TV & Tata Sky as a brand over the retail outlets and its competitor position over
these outlets, so that company would be able to find out its lagging area and can
focus more effectively to target more and more customer and to communicate
them more easily.
In the year 2004 Tata Sky was incorporated but was launched only
in 2006. It is a joint venture between the Tata Group, that owns 80% and STAR
Group that owns a 20% stake It currently offers close to 196 channels (as of
December 2010) and some interactive ones; this count includes some numbers
off HD channels offered by Tata Sky (as Tata Sky - HD) and interactive services
also.
CMCA, Teerthanker Mahaveer University, Moradabad Page 5
In the clash between these two pioneers of the
Indian DTH industry, it seems as of now that Tata Sky is slowly taking the lead,
with more emphasis on new technology (as showcased by their effort at DVR
recording and MPEG-4 compression), Dish TV seems to be uninterested for
now, but with more and more people switching to Tata Sky, they may have to
take drastic action soon.
CMCA, Teerthanker Mahaveer University, Moradabad Page 6
Company Profile
CMCA, Teerthanker Mahaveer University, Moradabad Page 7
Dish TV Profile
Dish TV is India’s first private Indian company to start Direct to Home
(DTH) satellite broadcast operations in the country. Dish TV’s DTH services
was hard launched in May 2005. It provides multi-channel subscription
television service and interactive services. Its state of the art broadcasting
infrastructure is located at its facility in Noida, near Delhi, which is the nerve
centre of DTH operations. Dish TV has robust operating infrastructure, strong
content tie-up, established brand salience and backing of a strong group.
ASC Enterprises Limited, now renamed Dish TV India Limited (Dish)
acquired the first private sector license to operate DTH services in India. Dish
was a wholly owned company of Mr. Subhash Chandra and family, promoters of
Zee Entertainment Enterprises Limited (Zee), formerly known as Zee Telefilms
Limited. Under a scheme of restructuring approved by shareholders of Zee, all
DTH related assets in Zee have been transferred to Dish and in return, Zee
shareholders will get 57% ownership of Dish. Restructuring initiated to integrate
operations in Dish and to overcome regulatory restrictions, which prevents Zee
from owning the DTH license.
CMCA, Teerthanker Mahaveer University, Moradabad Page 8
Shareholders can now participate in the
growth of DTH business. Move will unlock shareholder value. As part of this
scheme of arrangement, Dish would get listed in India. Demerger is completed
and listing expected by end of Mar-2007.
DTH service was launched back in 2004 by launching of Dish TV by Essel
Group's Zee Entertainment Enterprises. Dish TV is on the same satellite
where DD Direct+ is. Dish TV was only DTH operator in India to carry the two
Turner channels Turner Classic Movies and Boomerang. Both the channels were
removed from the platform due to unknown reasons in March 2009.
Dish TV is a DTH satellite television provider in India, using MPEG-
2 digital compression technology, transmitting using NSS Satellite at 95.0. Dish
TV’s managing director and Head of Business is Jawahar Goel who is also the
promoter of Essel Group and is also the President of Indian Broadcasting
Foundation. July 19, 2010 – Dish TV India Limited (Dish TV) today announced
the appointment of Mr. R.C. Venkateish as the CEO of the company.
Satellite link
Dish TV uses NSS-6 to broadcast its programmes. NSS-6 was launched
on 17 December, 2002 by European-based satellite provider, NewSkies. Dish
TV hopped on to NSS-6 from an INSAT satellite in July 2004. The change in
the satellite was to increase the channel offering as NSS 6 offered more
transponder capacity.
CMCA, Teerthanker Mahaveer University, Moradabad Page 9
NSS-6 is a communications satellite owned
by SES WORLD SKIES. NSS-6 covers the whole of Asia with six high-
performance Ku band beams, which can deliver broadband media to small
businesses, ISPs or domestic rooftop antennas in those markets. The satellite
delivers Direct-To-Home power and performance, as well as significant inter-
regional connectivity. High-gain uplink performance (i.e. high receiver G/T
figures) allows the use of small uplink antennas and/or amplifiers.
Dish TV uses NSS-6 to broadcast its programmes. NSS-6 was launched
on 17th December, 2002 by European-based satellite provider, New Skies (one
of the only four fixed satellite communications companies with truly global
satellite coverage)
Dish TV - India's first KU-band DTH entertainment service, hopped on to
NSS-6 from an INSAT satellite in July 2004. The change in the satellite was to
increase the channel offering as NSS 6 offered more transponder capacity.
Salient Features of NSS-6
1. Versatile Ku-band and Ka-beams can be easily cross-strapped or
interconnected, offering enhanced connectivity throughout Asia with complete
access to Europe and the United States through New Skies’ global network.
2. Higher transmission power enables customers to use smaller antennas (75-
90cm) or obtain higher throughput with existing antennas.
CMCA, Teerthanker Mahaveer University, Moradabad Page 10
3. NSS 6 is also equipped with extra on-board
redundancy for critical units, minimizing risk of single-point failure throughout
the projected 14-year operational life of the satellite.
4. Ideally suited for DTH and emerging broadband applications.
Transponder & Capacity
Satellite TV and radio channels are transmitted back to earth via a
transponder on a satellite. NSS-6 dish TV’s service satellite has more than 60
high-power 36 MHz -equivalent Ku-band transponders that are tailored towards
direct-to-home (DTH) and multimedia services. Additionally, up to 15 highly
linear zed transponders can be assigned to each of the six beams to respond to
changing market demand. Each Ku-band beam is formed by an independent
high-gain antenna system, offering 51-53 dBW in key markets.
Technology Used
(Moving Picture Experts Group) MPEG-2 is a standard for "the generic
coding of moving pictures and associated audio information". It describes a
combination of lousy video compression and lousy audio data compression
methods which permit storage and transmission of movies using currently
available storage media and transmission bandwidth.
MPEG-2 is widely used as the format of digital television signals that are
broad- cast by terrestrial (over-the-air), cable, and direct broadcast satellite TV
CMCA, Teerthanker Mahaveer University, Moradabad Page 11
systems. It also specifies the format of movies and
other programs that are distributed on DVD and similar discs. As such, TV
stations, TV receivers, DVD players, and other equipment are often designed to
this standard. MPEG-2 was the second of several standards developed by the
Moving Pictures Expert Group (MPEG) and is an international standard
(ISO/IEC 13818). Parts 1 and 2 of MPEG-2 were developed in a joint
collaborative team with ITU-T, and they have a respective catalogue number in
the ITU-T Recommendation Series.
While MPEG-2 is the core of most digital television and DVD formats, it
does not completely specify them. Regional institutions can adapt it to their
needs by restricting and augmenting aspects of the standard. See Profiles and
Levels.
Key People
Mr. JAWAHAR GOEL (Managing Director & Head of Business)
CMCA, Teerthanker Mahaveer University, Moradabad Page 12
TARIFF DISH TV
Base pack
All new and improved Dish TV packages are here to give you best
entertainment at unmatched prices! Keeping in mind the varied needs of our
diverse subscribers we have redesigned our packages for a joyous and
wholesome viewing experience.
Packages in North and South of India have the right mix of Hindi,
English, International and Regional channels so that your entertainment gets
complete, in true sense.
CMCA, Teerthanker Mahaveer University, Moradabad Page 13
Child pack
Dish TV on Computer
DISH TV bring to you yet another first in its bouquet of services - DISH
TV on Computer'.
'DISH TV on Computer' is the first of its kind in India, by making your
computer double up as a television it gives you 'LIVE DIGITAL TV' right on
your workstation. You also get an added benefit, the set top box comes with a
dual advantage – it works with your computer AND your TV.
Yes! With this magical product, up to 100 + channels will now also be
available on computer, bringing to you Live News, Live Sports, Live Business
news along with Active services, Movie-On-Demand, Gaming, EPG, etc,
whatever Dish TV offers on Television; now also on Computer!
CMCA, Teerthanker Mahaveer University, Moradabad Page 14
Advantages:
The dish antenna is installed at an appropriate location on the roof (terrace /
balcony or suitable location). It is connected to the Set Top Box (STB) through a
cable which in turn is linked to the computer / television set.
Then the Viewing Card is inserted into a slot in the STB.
The encrypted signals are received from the satellite on the dish antenna
and are transmitted to the STB. The viewing card decodes these signals.
Interactive Services
MOVIE ON DEMAND
Now you get to make your own movie show timings. Watch the latest
blockbusters anytime of the day that you choose. Go on, stars are now on
CMCA, Teerthanker Mahaveer University, Moradabad Page 15
demand, bring them home when you want! Tune in
now and change the way you watch movies forever!
GAMING
With dish TV’s 24x7 gaming portal, games active, don’t just watch TV. Start
playing on it.
SHAADI ACTIVE
Find your matrimonial match on TV!
Content partner – Shaadi.com, India’s largest matrimonial service
Search from thousands of profiles, updated every week
Profile search based on Age, Religion and Mother Tongue
JOB ACTIVE
Find the right job for you, on your TV!
Content partner – Monster.com, the world’s largest jobs portal
Search from thousands of jobs, updated every week
Profile search based on Functional Area, Experience and Location
TRAVEL ACTIVE
Content partner – Yatra.com, India’s leading travel portal
Search from the best holiday packages and hotels across the country
Refreshed regularly
Search holiday packages from 10 destinations per Indian zone, and hotels from
14 select cities across the country
CMCA, Teerthanker Mahaveer University, Moradabad Page 16
Suits all budgets and all price points
ICICI ACTIVE
Now get information on exciting new offers from ICICI Bank, Safe
Banking Tips for safer and secure banking, updates on investment options, NFO
launches, Fixed Deposit and Recurring Deposit Rates at a single push of button
on your remote!
BHAKTI ACTIVE
Watch live Gurbani from bangle Sahib and Nanded Sahib, Sai Baba Aarti
from shirdi & ganesh aarti from siddhi vinayak, Seva from Tirupati Balaji,
Ganga Aarti from Haridwar and Bhasm Aarti of Mahakal from Ujjain.
CINEMA ACTIVE
Content partner – Fun Cinemas, India’s leading multiplex chain provides
a listing of the complete movie schedule of all Fun Cinemas screens –
nationwide. A handy tele-booking number and online booking id, for instant
booking. The data will be updated every week, with the change of schedule on
cinemas.
MUSIC ON DEMAND
Introducing MOD Non-Stop! A monthly pack in which you can enjoy 16
Bollywood blockbusters at just Rs. 30 per month. That’s less than Rs. 2 per
movie.
CMCA, Teerthanker Mahaveer University, Moradabad Page 17
It’s like watching a movie in a multiplex – in
digital quality with just one interval in the entire movie.
R. C. Venkateish Joins as CEO of
Dish TV India Limited
Dish TV India Limited (Dish TV) announced the appointment of Mr. R.C.
Venkateish as the CEO of the company. Bringing with him a wealth of more
than 27 years’ experience, of which 12 years have been in senior international
positions, Venkateish has worked with global brands like Smithkline Beecham,
Nestle India, Gillette, Kellogg India and ESPN Star Sports. Prior to joining Dish
TV, Venkateish was the Managing Director India and South Asia for ESPN Star
Sports and was responsible for business operations in these regions. He brings
along with him a successful track record in turning around businesses and
improving operating performances while re-defining the business process for
winning brands like Oral-B, Kellogg’s etc. Venkateish holds a Bachelor of
Electrical Engineering degree from IIT – Madras and a Master’s in Business
Administration from the Indian Institute of Management, Calcutta. Mr. Jawahar
Goel, Managing Director, Dish TV India Limited, while welcoming Venkateish
on board said, “Venkateish has had a an excellent track record while heading
leading brands, his experience gives him a well seasoned perspective which
perfectly complements Dish TV’s needs as a rapidly growing company with the
CMCA, Teerthanker Mahaveer University, Moradabad Page 18
highest market share. I am confident in his abilities
to enable Dish TV to take the next big leap.
Reliability
Dish TV and content protection provider Conax further their long-term
partnership. Part of Essel Group Venture, Dish TV is India’s largest and fastest
growing DTH platform - experiencing exceptional growth since launch of its
DTH operations in 2004. Renowned for its unique security record, content
security provider Conax has provided the platform with smart cards for 7 years.
To date, Dish TV has demonstrated a significant impact on the Indian market
with 8.9 million Conax smart cards. Dish TV is market leader in the highly
competitive Indian pay-TV market, both in size and scale of growth.
“Together with our long-term content protection partner Conax, Dish TV
is setting DTH standard in Indian market, says Mr. Rajiv Khattar, President of
Projects, Dish TV. Conax continues to provide Dish TV with seamless
cooperation and the core business benefits necessary to even further develop and
manage the highly successful Dish TV platform; reliability, dependability and
the trustworthiness.”
In Delhi for the contract signing, Conax CEO, Berit Svendsen, said “Dish
TV is a market leader and highly innovative DTH operator. Conax is pleased to
continue our long-standing partnership providing Dish TV with world-class
CMCA, Teerthanker Mahaveer University, Moradabad Page 19
content protection and the flexibility needed for
bundling the best products and services for sustaining and growing a successful
operation. Conax provides Dish TV with full operational security as well as
renowned Conax fingerprinting and chipset pairing technology.”
Dish TV provides subscribers with the next level of entertainment with
futuristic features, such as EPG (Electronic Programme Guide), parental lock,
games, 268 channels, interactive TV and movie on demand. Conax provides the
content security necessary to ensure operational success.
Communication & Marketing strategy• Positioning: “Don’t be Santusht with cable tv; Thoda aur wish karo..
DISH karo”
• Use brand ambassador extensively to convey brand image
Advertising & Marketing Strategy Dish Tv
1. Segmentation: Launch as per area, region, geographical location etc.
CMCA, Teerthanker Mahaveer University, Moradabad Page 20
2. Target: Both rural n Urban Consumers Sec B, B+ and above
3. Price Benefits and Advantage
4. Be attractive with new advertising and new promotional offers at festival seasons
5. Create Word of mouth publicity
6. 360 degree approach
7. TVC, Print, Radio, outdoor, point of sale etc.
8. Reinforcing attributes of the brand and reiterate it’s positioning
9. Emotional Appeal
The film opens with Shahrukh Khan saying, “Pehli baar, aasmaan mein Live Dish TV
car mein Live Dish TV
CMCA, Teerthanker Mahaveer University, Moradabad Page 21
computer mein bhi Live Dish TV.”
He criticizes those who are still content with their “old dead cable TV”.
The latest sales promotion scheme of the Dish TV which is related to “Dish TV Set up Box Free” with push the print ad “Aaj ki Taja
Khabar” advertisement campaign in the print and electronic media
CMCA, Teerthanker Mahaveer University, Moradabad Page 22
Discount Schemes for quarterly/ half yearly/ yearly plans
Recharge Card from “Itz” Promotion campaign
CMCA, Teerthanker Mahaveer University, Moradabad Page 23
Benefit of choice
Media Planning
Broadcast Timing
As it is targeted to common people who existing users are of cable tv.
Mainly, these people are showing the entertainment channels such as Zee
TV, Sony TV, Zee Cinema, etc. channel. And for that the broadcast time
mostly prefer for in between the TV serial or Movie. There is no fix time.
CMCA, Teerthanker Mahaveer University, Moradabad Page 24
Time duration of advertisement
The timing of the ad is 44 seconds. Due to constraints of budget and broad
casting frequency the company has to edit the time duration of ad.
Frequency of advertisement
There is no any particular frequency. It depends on the situation and
movie time.
CMCA, Teerthanker Mahaveer University, Moradabad Page 25
TATA company Profile
The Tata Group is an Indian multinational conglomerate company
headquartered in Mumbai, India. In terms of market capitalization and revenues,
Tata Group is the largest private corporate group in India. It has interest in steel,
automobiles, information technology, communication, power, tea and
hospitality. The Tata Group has operations in more than 80 countries across six
continents and its companies export products and services to 80 nations. The
Tata Group comprises 114 companies and subsidiaries in seven business sectors.
In the year 2004 Tata Sky was incorporated but was launched only
in 2006. It is a joint venture between the Tata Group, that owns 80% and STAR
Group that owns a 20% stake It currently offers close to 196 channels (as of
December 2010) and some interactive ones; this count includes some numbers
off HD channels offered by Tata Sky (as Tata Sky - HD) and interactive services
also. The company uses the Sky brand owned by British Sky Broadcasting
In October 2008, Tata Sky announced launching of DVR service Tata
Sky+ ( Tata Sky+ is a premium set-top box-cum-Personal Video Recorder or
even known as DVR Digital Video Recorder that allows recording up to 130
hours of live TV, recording one programme while watching another, pause, fast-
forward and rewind a live telecast and review a TV programme. Also Tata Sky+
provides service using MPEG-4 digital compression technology) which allowed
CMCA, Teerthanker Mahaveer University, Moradabad Page 26
90 hours of recording in a MPEG-4 compatible Set
Top Box. The remote is provided with playback control keys and is being sold
with special offers for existing subscribers.
In 2008, Singapore-based Temasek Holdings picked up 10% stake in Tata
Sky from the Tata Group. This has diluted Tata's stake in the venture to 75%.
STAR’s parent company, News Corporation, owns an International group of
DTH businesses that include Sky Italia in Italy and Foxtel in Australia.
Tata Sky's MD & CEO Vikram Kaushik .Vikram Kaushik has more than
30 years experience in consumer sales and marketing. He worked for some of
India’s largest international companies, and has participated in their operations
in Asia, Europe and the US.
Tata Sky HD
Tata Sky HD was launched on June 14, 2010, and has channels in their
native resolution of 1080i or 720p. The STB is compatible with 5.1 CH surround
sound as well. The service currently offers four HD channels - National
Geographic Channel HD, Discovery HD, Showcase HD (Pay Per View), Star
Plus HD (upscaled SD channel) and Neo Cricket HD (Event Based). More
channels such as Star Movies HD and other popular sports channels in HD
format are expected to be added soon.
CMCA, Teerthanker Mahaveer University, Moradabad Page 27
Satellite used
INSAT-4A
Launched in December 2005 by the European Ariane launch vehicle,
INSAT-4A is positioned at 83 degree East longitude along with INSAT-2E and
INSAT-3B. It carries 12 Ku-band 36 MHz bandwidth transponders employing
140 W TWTAs to provide an EIRP of 52 dBW at the edge of coverage polygon
with footprint covering Indian main land and 12 C-band 36 MHz bandwidth
transponders provide an EIRP of 39 dBW at the edge of coverage with expanded
radiation patterns encompassing Indian geographical boundary, area beyond
India in southeast and northwest regions.. Tata Sky, a joint venture between
the TATA Group and STAR uses INSAT-4A for distributing their Direct to
Home Digital Television services across India
Technology Used
(Moving Picture Experts Group) MPEG-2 is a standard for "the generic
coding of moving pictures and associated audio information". It describes a
combination of lousy video compression and lousy audio data compression
methods which permit storage and transmission of movies using currently
available storage media and transmission bandwidth.
MPEG-2 is widely used as the format of digital television signals that are
broadcast by terrestrial (over-the-air), cable, and direct broadcast
CMCA, Teerthanker Mahaveer University, Moradabad Page 28
satellite TV systems. It also specifies the format of
movies and other programs that are distributed on DVD and similar discs. As
such, TV stations, TV receivers, DVD players, and other equipment are often
designed to this standard. MPEG-2 was the second of several standards
developed by the Moving Pictures Expert Group (MPEG) and is an international
standard (ISO/IEC 13818). Parts 1 and 2 of MPEG-2 were developed in a joint
collaborative team with ITU-T, and they have a respective catalogue number in
the ITU-T Recommendation Series.
While MPEG-2 is the core of most digital television and DVD formats, it
does not completely specify them. Regional institutions can adapt it to their
needs by restricting and augmenting aspects of the standard. See Profiles and
Levels.
CMCA, Teerthanker Mahaveer University, Moradabad Page 29
TATA SKY’S
MARKET SHARE
CMCA, Teerthanker Mahaveer University, Moradabad Page 30
CMCA, Teerthanker Mahaveer University, Moradabad Page 31
Place State Share (%)Maharashtra 12.1Gujrat 10.5Karnataka 7.2Uttar Pradesh 6.9Tamil Nadu 6.6Punjab 6.4Orissa 5.3West Bengal 4.7Kerala 4.6Andhra Pradesh 4.6Rajasthan 4.5Assam 4.0Madhya Pradesh 3.8Others 18.8Total 100Clearly, there is a lot of scope of increase in the
number of customers across all the states. Looking at the current distribution system that Tata Sky has adopted:
Market Strategy (Place)
DISTRIBUTION CHANNEL BY
TATA SKY
First DTH Company having ISO 27001:2005 accreditation
In March 2009, Tata Sky became the first Indian direct-to-home (DTH)
service provider to be awarded the ISO 27001:2005 accreditation, the
benchmark for information security. ISO 27001:2005 is an international
standard that provides specifications and guidance for the establishment and
proper maintenance of an Information Security Management System (ISMS).
The assessment for the certification was conducted by Intertek Systems
Certification, the management systems business unit of Intertek Group. This
CMCA, Teerthanker Mahaveer University, Moradabad Page 32
certification confirms that every transaction carried
out through Tata Sky’s IT systems is highly secure.
INVESTMENT BY TATA
Escalating competition in the direct-to-home (DTH) market has pushed up
the project cost of Tata Sky, the joint venture between the Tata group and global
media baron Rupert Murdoch's Star India, by a third. From the initially
envisaged Rs 3,000 crore, Tata Sky's project cost has moved up to Rs 4,000
crore.
HEADQUATER TATA SKY
3rd Floor, Bombay Dyeing AO building, P B Marg, Worli, Mumbai, India
KEY PEOPLE
Mr. Vikram Kaushik (Managing Director and CEO)
Vikram Kaushik is one of the most fashionable CEOs in the media business. The
cut of his suit and the colour coordination of his shirts and ties are always
perfect. A self-confessed shopaholic, Kaushik has the air of an elegant,
somewhat fastidious, gentleman about town
Harit Nagpal of Vodafone to take over as Tata Sky MD
Tata Sky on Monday said that Harit Nagpal of Vodafone would succeed
Vikram Kaushik as its Managing Director as the latter would retire on December
CMCA, Teerthanker Mahaveer University, Moradabad Page 33
31. "Vikram Kaushik, Managing Director of Tata
Sky Limited, will retire on December 31, 2010. Kaushik will be succeeded by
Harit Nagpal, who is currently the Group Marketing Director, Vodafone, plc," a
press release issued here stated. Kaushik has led the company since its inception
in 2004 and under his leadership Tata Sky has emerged as the leading DTH
brand in the country, it said. Nagpal will join the company in August 2010 in
order to facilitate a smooth transition at Tata Sky, the release said. Nagpal
comes with 25-years experience of which nine-years have been with Vodafone.
Tata Sky Ltd is a JV between the Tata group and STAR and offers subscribers
over 191 channels and interactive services in DVD quality picture and CD
quality sound.
Brand ambassador
Tata Sky Ltd., the JV between the TATA Group and STAR, has signed
Aamir Khan, one of India’s highly acclaimed actors, as a brand ambassador.
Aamir Khan is the highest-paid brand ambassador today.
CMCA, Teerthanker Mahaveer University, Moradabad Page 34
BRAND AMBASSADOR - TATA
SKY
Aamir Khan, one of India’s highly acclaimed actors, as a brand
ambassador. Aamir Khan is the highest-paid brand ambassador today. His
contract with Tata sky is for 20months.Speaking about Aamir Khan as the brand
ambassador for Tata Sky, Mr. Vikram Kaushik, CEO & Managing Director,
Tata Sky Ltd. said, “Aamir makes a perfect fit with the Tata Sky brand values
of trust, high-quality entertainment and innovation. As our brand ambassador, he
will be instrumental in communicating the benefits of Tata Sky to consumers
across the country. It is our privilege to be associated with an actor of the
highest calibre and excellent standing in the entertainment industry.”
Aamir Khan will feature across all Tata Sky brand and product
communication including advertisements on TV, Print, Outdoor, Radio and
other mediums.
Commenting on his association with Tata Sky, Aamir said, “I am
delighted to be associated with Tata Sky. Since its launch, Tata Sky has
redefined television viewing in India and I am proud to be associated with a
CMCA, Teerthanker Mahaveer University, Moradabad Page 35
brand that epitomizes continued innovation and
excellence in home entertainment.”
INTERACTIVE CHANNELS
Active English
This service will help housewives improve their English conversational
skills, vocabulary and pronunciation from the comfort of their homes, at a time
most convenient to them. With Active English, they can learn how to converse
confidently in English in day to day situations like PTA meetings, malls, banks
etc. and many more. The medium of instruction for this service is Hindi.
Lessons learnt through the week can be revised on weekends. The content for
this service is provided by British Council.
Active Mall
Now, you can buy electronic appliances, household goods and even
mobile ringtones & wallpapers, at the press of a button! That’s right, with
Active Mall on Tata Sky you can shop from the comfort of your home at a time
most convenient to you. Avail of attractive prices on all products
Active Wiz kids
Designed specifically for preschoolers, Active Wiz kids is a television
based service that aims to continue a child’s learning process at home through a
CMCA, Teerthanker Mahaveer University, Moradabad Page 36
host of fun learning games, rhymes and art & craft
activities. Now children can also enjoy their favourite Disney characters
Active Stories
A television based story book that children can read and listen to at
their own pace. The service features new stories in English and Hindi everyday
from the likes of Panchatantra, Jataka Tales and Hitopadesh. Now children can
also enjoy their favourite Disney characters like Mickey Mouse, Cinderella,
Aladdin, Winnie the Pooh and more on Active Stories. You will now be able to
listen to your favourite stories in six languages - English, Hindi, Tamil, Telugu,
Bengali and Marathi
Active Learning
Active Learning powered by Encyclopaedia Britannica is a quiz based
service aimed at children in the age group of 7-12 years. Through daily quizzes
and interesting sections like ‘Did You Know’ and ‘This Day in History’, the
service aims at improving a child’s general knowledge.
Active Cooking
On Active Cooking you can get your favourite recipe when you want at
the press of a button. The service features 9 new and easy-to-cook recipes daily,
from master chefs across the country including Sanjeev Kapoor. Also, get a new
handy kitchen tip every day.
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Active Darshan
Shirdi Saibaba/Iskcon/Siddhi Vinayak/Kashi Vishwanath/SVBC)( Get
darshan of the ISKCON temple, Juhu and the Shirdi Sai Baba temple on your
television, throughout the day. This new service is brought to you in partnership
with STAR News.
Active Games
On active games there are lot many options of games to choose from.
Actve Doordarshan
DD Gujarati/ DD Saptagiri/ DD Punjabi/ DD Kashir
Actve Star News
Control how and when you want to watch the news. Go directly
to: headlines, top stories, features.
CMCA, Teerthanker Mahaveer University, Moradabad Page 38
TARIFF - TATA SKYTata Sky presents you with 'TruChoice Packages' - a new set of channel
packages that lets you choose the channel package you like!
Subscribe to the Annual Mega Pack or decide on one of the Popular Packs
and then choose any or all the Optional & Regional packages you want to watch.
You can also watch blockbuster movies on Showcase that can be ordered with
any of the Packs. Get the best of entertainment right at your home in three
simple steps.
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Tata sky in headlines
The company said that its “first-of-its-kind, no conditions apply” offer
will redefine the DTH landscape in the country. It surely would, as Tata Sky has
slashed the price of its set-top box by almost 40 per cent to Rs 999. Competitors
provide set-top boxes at Rs 1,400 to Rs 1,800.
Tata Sky is convinced it has taken the right path and its pricing strategy
isn’t something that it has adopted for the first time. “We were the first to break
the Rs 100 price barrier in packaging; first to introduce HD service at an
unimaginable price point and now, the first to provide a world-class quality
CMCA, Teerthanker Mahaveer University, Moradabad Page 41
DTH service at an affordable price point. Our
service will now be affordable for consumers across all strata of the society,”
says Vikram Mehra, chief marketing officer, Tata Sky. The company claims a
subscriber base of 5.5 million, making it the third largest DTH player.
Mehra also says reducing the price of hardware does not mean the
company, a joint venture between Tata Sons and News Corporation, will reduce
the price of channel packs as well. The company has left the minimum
subscription charges unchanged at Rs 160 per month.
He is banking on a huge increase in subscription to the DTH provider’s
value-added services. Interactive services like ACTIVE English and ACTIVE
Cooking, for which the operator charges Rs 30 per application, have more
subscribers in Tier II and Tier III cities than in urban areas. “With our
differentiated content, we will continue to earn sizeable revenue than
competition.
TATA SKY launches Active Games
In a bid to make your TV the new playground, Tata Sky Ltd in association
with Hungama Game Studio has launched its gaming service - Actve Games.
The service aims at providing over 50 different games throughout the year on
Tata Sky Actve Platform, with at least 6 of them to be enjoyed daily. The games
will cater to all age groups across multiple genres such as sports, action,
adventure, arcade, cards and racing, among others. Tata Sky will constantly
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update the catalogue for its growing subscriber base
of over 6 million connections.
“The most exciting of these games is the exclusive Yuvraaj Singh Cricket
Championship game,” said Vikram Mehra, CMO, Tata Sky, adding, “At present
the games offered on most DTH platforms are quite basic. Tata Sky, however, is
introducing a completely new breed of TV gaming on its Actve Games platform.
This opens up a huge market not only in larger cities, but also in the Tier II-Tier
III cities and small towns. With DTH gaining a very strong foothold into the
Indian pay-TV market, gaming could be the next big step after education.”
Commenting on the partnership, Neeraj Roy, managing director and chief
executive officer of Hungama Digital Media Entertainment Pvt Ltd, said, “The
concept of gaming has caught up well in India and is gaining rapid pace. The
worldwide gaming market is expected to reach $42 billion by 2010, growing at a
CAGR of nearly 18 percent over 2006-2010. At Hungama Game Studio we have
created a bouquet of games that are engaging and addictive for the average
gaming enthusiast. Since the launch, the Actve Games pack has been getting an
overwhelming response and with the availability of fresh content every week,
we at Hungama Game Studio hope to provide them with the ultimate gaming
experience in the comfort of their own home.”
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The DTH market in India is relatively nascent,
but is getting crowded very quickly and holds high potential for growth. The
future of competition in the DTH market is not going to be in the core DTH
service or the subscription cost, but the quality of the value added services the
provider offers its customers.
Tata Sky crosses six million subscriber mark sept 30 2010
We have received tremendous response from the market and have crossed
six million subscribers. We are poised for further growth in the coming months,
especially on the back of interactive services that we have launched," Tata Sky
Chief Marketing Officer Vikram Mehra told reporters.
850 schools use Tata Sky Actve Education
Tata Sky has added a new lingo to our everyday conversation-isko laga
dala toh life jhingalala. Launched in August 2006, the country's second-largest
DTH service provider has already crossed the 5.5 million subscriber mark.
Beaming over 200 channels, the DTH major has five call centres, which take
calls in 11 languages. Vikram Kaushik, MD & CEO of Tata Sky, spoke to ET on
a range of issues faced by the DTH industry. Excerpts:
Soon cable operators will have to shift to the digital system. Do you see any
threat to DTH from alternative technologies such as digital cable and IPTV?
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In a large geographical country like India, DTH
is the most preferred and affordable proposition as compared to IPTV and cable.
It can reach any geographical location with the same picture quality and sound
and at the same price. IPTV has other challenges relating to the last-mile
connectivity and the overall cost of access for average consumers. This will take
some time to become feasible. If digital cable is to expand, then the consumer
proposition has to be competitive versus DTH, both in terms of price, line-up,
VAS as well as customer service.
TRAI has said that all addressable systems including DTH will have to
offer television channels a-la-carte to the consumers.
It's a tall order. It has not been tried in any other country. The change will
require huge re-engineering of back-end systems and large investments too. We
will try to meet the requirement, but it's extremely challenging. The multiplicity
of choice will also have implications for bandwidth.
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Tata Sky to add 3.5 mn more
subscribers by 2012
Direct-to-Home (DTH) service operator Tata Sky today said it would add
3.5 million more subscribers by 2012 and focus on adding customer-oriented
innovative applications.
"Currently, we have 4.5 million subscribers and we are aiming to achieve
total subscriber base of 8 million by 2012," company Chief Marketing Officer
Vikram Mehra told reporters here.
Bullish about the growth of DTH industry in the country, Mehra said
DTH subscribers in the country are expected to be in the range of 40-45 million
in next three years.
Tata Sky, a joint venture between Tata Group and Star, also announced
the launch of 'Active' English-- an innovative program aimed at enhancing
conversational skills among Indian housewives.
"We always focus on giving maximum value to our customers by way of
introducing more innovative services which are even not available globally and
also having wide array of channels and programmes.
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Tata Sky enhances VAS, offers flower
delivery
Direct-to-home services provider Tata Sky has partnered renowned chef
Sanjeev Kapoor and florist chain Ferns 'N' Petals to strengthen its value-added
services portfolio.
While Sanjeev Kapoor's recipes would be a part of Tata Sky's Active
Cooking service, Ferns 'N' Petals would offer flower delivery service across the
country.
"We have tied up with Sanjeev Kapoor to showcase his recipes on our
Active Cooking channel. Also, we have partnered with Ferns 'N' Petals, who
would deliver the flowers and cakes across the country," Tata Sky Chief
Marketing Officer Vikram Mehra said. He declined to comment on the revenue
potential of the services.
The user needs to choose flowers or cakes which have product codes and
SMS the code to the company and a representative would call back to take the
delivery details, Mehta added.
Tata Sky is also looking at enriching its offerings for the kid’s genre with
the summer vacations starting and has introduced offerings like puzzles, games
and content like Hannah Montana.
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Tata Sky to launch voice activated
service
Tata Sky on Tuesday announced the launch of Interactive Voice Response
(IVR) application being used exclusively by it at its call centre facilitates to
support the huge demand from its subscribers this festive season.
Tata Sky is launching this application in association with Ubona
Technologies, a press release issued here said.
"The introduction of Ubona not just increases the efficiency of service by
automating it, but also gives our customer care executives valuable time to
service other critical calls," Tata Sky's Chief Marketing Officer, Vikram Mehra,
said.
Currently, this feature is rolled out in all 3 call centre locations of Tata
Sky (Chandigarh, Pune and Hyderabad) and is supported in the English
language. Several Indian languages, including Hindi, are proposed to be added
shortly.
Tata Sky launches PVR technology
Tata Sky, a joint venture between the Tata Group and Star, is eyeing an 8-
million subscribers by FY'2012, a top company official said. "We are looking
for at least 8 million connections by FY' 12 from the present 2 million
subscribers in direct-to-home (DTH) space," Tata Sky Managing Director &
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CEO Vikram Kaushik told reporters here on
Tuesday after launching Tata Sky, a new-age service that uses the breakthrough
personal video recorder (PVR) technology. "We have created a record of 2
million subscribers in 20 months. The total DTH subscriber base is estimated at
6-million," Kaushik said. Tata Sky would be the first to bring this technology in
India. PVR allows subscribers to save a particular content airing on one channel,
while watching another. The subscriber can view the saved content as per
his/her convenience later on. "PVR technology will not only help our
subscribers to time-shift their TV-viewing with the record and playback
features, but also give them the convenience to enjoy uninterrupted TV with the
pause and rewind live TV features," Kaushik said. The DTH service provider
aims to position this service as a premium offering and it would be rolled-out in
a phased manner across the country. The set top boxes for PVR are expected to
be priced at Rs 8,999. However, it will be offered to the existing Tata Sky
subscribers at discounted rates.
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TATA SKY PROMOTIONAL CAMPAIGNS
Brand Ambassador promoting Tata Sky+
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Recently launched Tata Sky Plus which uses the personal video recording (PVR) technology that allows consumers to
record live. It is available at a price of Rs. 8999/-
Brand Ambassador promoting interactive services from Tata Sky, i.e.
Tata Active
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Roadside promotional campaigns from Tata Sky
Picture above is among the most recent campaigns from Tata Sky
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Advertisement for choice of packages
Installation service from Tata Sky
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Promotional Banners from Tata Sky
Tata Sky’s sentimental promotional campaign
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Actve Games from Tata Sky, an interactive channel for kids
Advertising Strategy
To tell subscribers what benefits they get from the product rather than talk
about the features
To communicate the message of Tata Sky being a one-stop shop for
complete home entertainment making other mediums redundant
To reinforce greater customer care initiatives, and retain market lead
Provide delighting VAS
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Tata Sky- an overview
Most Wanted Features
Reminder for favourite program
On demand Movies
Live Record / Pause / Rewind
People want to add internet services as add on service.
80% of the customers are satisfied by the DTH services (Tata Sky).
Problems faced by the Customers
Some channels do not have good reception
After sales service – customer care service
Remote is not of good quality
Hidden charges – free to air channels
Packages are not so good and attractive
Sometimes poor quality of signal
Reasons for its Failure
Bad Customer care
Bad Reception of Some Channels
Less advertisement in initial stage
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Less variety of channel packages
Failure of Telecommunication Network
Reasons for its Success
Introduction of new and unique features
Introduction of schemes
Improvement in picture and sound quality
Better customer care service than before
Appointed Amir Khan in his advertisement
Easy availability or Good distribution network.
Recommendation
They should improve their customer care.
They should use more advanced technology for the improvement of the
picture quality.
They should review their packages and launch some economical packages
for middle class people.
They should introduce new schemes to attract customers.
They should introduce new services like internet which will make them
unique in their category.
They should find new ways to advertise their product.
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Objectives
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Objectives of the Dissertation report
The objective of the research was to conduct a comparative study between two
leading DTH (Direct to home) service providers, in order to collect information
about DISH TV & TATA SKY being the leading DTH service providers in the
country, in order to compare them & know about the
o Status of the company in the market
o Competitive strategies
o Goodwill of the companies
o Marketing strategies of the companies
o Promotional schemes offered by the companies
o Customer feedback about the companies
o Tariffs offered by the companies
o Limitations of the companies
So that points of improvement can be suggested & information can be
gathered about the working of the companies.
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Literature review
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Literature Review
A literature review is a select analysis of existing research which is relevant to
your topic, showing how it relates to your investigation. It explains and justifies
how your investigation may help answer some of the questions or gaps in this
area of research.
A literature review is not a straightforward summary of everything you have
read on the topic and it is not a chronological description of what was
discovered in your field.
A longer literature review may have headings to help group the relevant research
into themes or topics. This gives a focus to your analysis, as you can group
similar studies together and compare and contrast their approaches, any
weaknesses or strengths in their methods, and their findings.
This feasibility study commissioned by the National Institute for Advanced
Industrial Science and Technology in Japan (AIST) and supported by the
Sustainable Consumption Unit (UNEP) provided an overview of approaches
used in different disciplines for evaluating CUSTOMER behaviour while buying
laptops.
CMCA, Teerthanker Mahaveer University, Moradabad Page 62
The study analyzed the applicability of existing
research concepts, theories, and tools
for evaluating CUSTOMER satisfaction with product-service systems (PSS) for
laptops. It included a discussion over their strengths/weaknesses. This paper
presents a short overview of the study.
It has been recognised that eco-efficiency improvements at production and
product design level can be significantly reduced or totally negated by rebound
effect from increased consumption levels. In line with this problem factor 10 to
20 material and energy efficiency improvements have been suggested (Factor 10
Club1994; Schmidt-Bleek 1996; Bolund, Johansson et al. 1998; Ryan 1998).
The improvements, however, if not carefully done, may still lead to rebound
effects through changes in resource prices.
As a potential solution to the factor 10/20 vision system level improvements
have to be made, contrary redesigning individual products or processes
(Weterings and Opschoor 1992; Vergragt and Jansen 1993; von Weizsäcker,
Lovins et al. 1997; Ryan 1998; Manzini 1999; Brezet, Bijma et al. 2001;
Ehrenfeld and Brezet 2001).
The concept has been suggested as a way to contribute to this system level
improvement (Goedkoop, van Halen et al. 1999; Mont 2000).
CMCA, Teerthanker Mahaveer University, Moradabad Page 63
Here the environmental impacts of products and
associated services should be addressed already at the product and service
design stage. Special focus should be given on the use phase by providing
alternative system solutions to owning products.
A number of examples in B2B area exist that confirm the potential of PSS for
reducing life cycle environmental impact. It is, however, increasingly evident
that business examples are difficult to directly apply to the private CUSTOMER
market.
Private CUSTOMERs, contrary to businesses, prefer product ownership to
service substitutes (Schrader 1996; Littig 1998). Even if accepted, the
environmental impacts of “services products” offers depend to a large extent on
CUSTOMER behaviour.
To address this problem, either behavioural or service system design changes are
needed. Changing human behaviour and existing lifestyles contributes to the
vision of sustainable development, but at the same it is extremely difficult and
time-consuming process.
A considerable body of literature in a range of different disciplines exists on
consumption, CUSTOMER behaviour, and CUSTOMER decision-making
process.
CMCA, Teerthanker Mahaveer University, Moradabad Page 64
Research in economics, business, marketing,
psychology and sociology domains studies CUSTOMER behaviour from
different theoretical premises: “for economists, consumption is used to
produce utility; for sociologists, it is a means of stratification; for
anthropologists - a matter of ritual and symbol; for psychologists - the means to
satisfy or express physiological and emotional needs; and for business, it is a
way of making money”(Fine 1997).
For more than a decade now, a range of studies that address environmentally
sound CUSTOMER behaviour, e.g. car use, waste sorting, minimisation and
recycling practices have been conducted. However, few studies evaluated
CUSTOMER acceptance of the PSS concept - a consumption based on non-
ownership of physical products, see, for example, studies on car sharing
schemes (Schrader 1999; Meijkamp 2000), ski rental and washing services
(Hirschl, Konrad et al. 2001).
One reason explaining the lack of studies in the area could be that, there are still
not many PSS schemes in place to serve as test grounds. Another reason could
be uniformity of research focus. Most of CUSTOMER research focused on
adopter categories, habits, attitudes and intentions, rather than on actually
measuring the satisfaction level with the service. The reason is probably that
PSS ideas have been promoted by researchers from the environmental
management, marketing, design and engineering fields, and to a lesser extent by
CMCA, Teerthanker Mahaveer University, Moradabad Page 65
sociologists, who hold the banner of research in
customer satisfaction.
CUSTOMER SATISFACTION
It is no longer enough to satisfy customers. You must delight them. Satisfaction
is a person feeling of pleasure or disappointment resulting from comparing the
products received performance is or (out come) in relation to his or her
expectations.
As this definition makes clear satisfaction is a function of received performance
and expectations. With the performance falls sharp expectations, the customer is
dissatisfied. If the performance exceeds expectations, the customer is highly
satisfied or delighted. Mini companies are aiming for high satisfactions because
customers who are just satisfied still find it easy to switch when a better offer
comes along.
Those who are highly satisfied are much less ready to switch. High satisfactions
or delights create an emotional brand with the brand. Not just rational
performance the result is high customer loyalty Xeroxes senior managers
believes that a very satisfied or delighted customer is worth tenth times as much
to the company as a satisfied customer. A very satisfied customer is likely to
CMCA, Teerthanker Mahaveer University, Moradabad Page 66
stay with Xerox many more years and buy more
than a satisfied customer.
A customer’s decision to be loyal or to defect is the some of many small
encounters with the company. Consulting from forum corporation says that in
order for all this small encounters to add up to customers loyalty, companies
need to create a “branded customer experience” in addition to customer value
expectations and satisfactions companies need to monitor their competitors
performance in this areas. For example a company was pleased to find 80% of
his customers said they were satisfied.
Then the CEO found out that its leading competitors attended a 90% customer
satisfaction score. He was further dismayed when he learned that this competitor
was aiming to reach a 95% satisfaction score.
Although the customer centred firm seeks to create high customer satisfaction,
its main goal is not to maximize customer satisfaction. If the company increases
customer satisfaction by lowering its prices or increasing its services, the result
may be lower profits. The company might be able to increase its profitability by
means other than increased satisfaction (for example, by improving
manufacturing processes are investing more in R & B), also the company has
many stake holders including employers, dealers, suppliers and stock holders.
Spending more to increase customer satisfaction might divert funds from
increasing the satisfaction of other partners. Ultimately the company must
CMCA, Teerthanker Mahaveer University, Moradabad Page 67
operate on philosophy that it is trying to deliver
faction to other stake holders within the constraints of its total resources.
Customer Satisfaction Service
Studied show that although customers are dissatisfied with one out of every 4
purchases. Less than 5% of dissatisfied customers will complain. Most
customers will buy less or switch suppliers. Complaint levels are thus not a good
measure of customer satisfaction. Responsive company measure customer
satisfaction directly by conducting periodic service, they sent questionnaires or
make telephone calls to a random sample of recent customers. While collecting
customer satisfaction data, it is also useful to ask additional questions to
measure repurchase intention, this will normally be high if the customer’s
satisfaction is high. It is also useful to measure the likelihood or willingness to
recommend the company and brand to others. A high positive word-of-mouth
score indicates that the company is producing high customer satisfaction.
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Research Methodology
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RESEARCH METHODOLOGY
The methodology adopted for eliciting the data required for the study was
survey method. It is the overall pattern or framework of the project that will
dictate as to what information is to be collected, from which sources and by
what procedures.
RESEARCH METHOD
Research methodology must be classified on the basis of the major
purpose of the investigation. In this problem, description studies have been
undertaken, as the objective of the project is to conduct the market survey about
the comparative analysis of dealer satisfaction of other DTH player in India.
DATA COLLECTION
The information needed to further proceed in the project had been
collected through primary data and secondary data.
PRIMARY DATA
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Primary data consists of information
collected for the specific purpose at hand for the purpose of collecting primary
data, survey research was used and all the retail outlets sellers using different
brands and their competitors were contacted. Survey research is the approach
best suited gathering description.
Questionnaire has been used to collect the data. It contains the open ended
and scaling techniques.
SECONDARY DATA
The secondary data consists of information that already exists somewhere,
having been collected for another purpose. Any researcher begins the research
work by first going through the secondary data. Secondary data includes the
information available with the company. It may be the findings of research
previously done in the field. Secondary data can also be collected from
magazines, newspapers, other surveys conducted by known research agencies
etc.
Various internet sites & blogs have been used to collect information about
the company.
The respondents are consumers of various DTH. The survey was carried
in Moradabad with the sample size of 100 consumers. The survey was carried
CMCA, Teerthanker Mahaveer University, Moradabad Page 71
out with the help of a structured questionnaire,
which helps in accomplishing the research objectives. The respondents by
means of personal interview administer this structured ended questionnaire.
Research design
Descriptive method is used in the research. A sufficient thought has been
given in framing the questionnaire and deciding the types of data to be collected
and the procedure to be used.
Data collection method: Survey method has been used for collecting the data.
Method of communication:
Indirect communication (questionnaire) has been used for collecting the
information.
Sample size: 100 consumers have been surveyed.
Sampling technique: Convenience area sampling has been used in the research.
Area of survey: MORADABAD
CMCA, Teerthanker Mahaveer University, Moradabad Page 72
Data analysis
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Data Analysis
1. What type of connection do you have at your home?
Cable TV60%
DTH40%
Series 1
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On the basis of above analysis it has been concluded that there are more people using cable tv than DTH as there are 45 people using Cable TV and 35 people using DTH.
2. How much do you like to pay for your DTH connection per month?
40%
35%
15%
10%
Sales150 250 300 350 or more
On the basis of above analysis it has been concluded that 40% people pay 150 Rs. And 35% people pay 250 rs. And 15% people pay 300 rs. And 10% people pay 350 or more than that monthly.
3. Which DTH network do you own?
CMCA, Teerthanker Mahaveer University, Moradabad Page 75
Dish TV60%
Tata Sky40%
Series 1
On the basis of above analysis it has been concluded that people owning Dish TV are more i.e. 25 as compared to people owning Tata sky i.e. 20.
4. From where did you come to know about your DTH service provider?
Newspaper45%
Banners30%
Magazine5%
Referrel20%
Series 1
On the basis of above analysis it has been concluded that people came to know about DTH service more by newspaper and banners as compared to magazines or referrals.
5. How many channels do you get in your package?
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Around 5040%
Around 10035%
Around 15015%
Morethan 15010%
Series 1
On the basis of above analysis it has been concluded that 40 people get around 50 channels in their package and 35 people get around 100 channel and 15 people get 150 around channels and 10 people get more than 150 channels in their package.
6. Scale your satisfaction from your DTH
Bad10%
Average35%
Good30%
Excellent25%
Sales
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On the basis of above analysis it has been concluded that 25% people say they are fully satisfied means excellent but majority of them e.g. 35 % are average satisfied from their DTH services.
7. What do you like most about your DTH service?
Clearity20%
Value for money40%
Features30%
All of these10%
Sales
On the basis of above analysis it has been concluded that 20% people say they get good clarity and 40% say they get value for money and 30% say they get good features and only 10% say they get all the things.
8. What things you don’t like about your DTH service?
CMCA, Teerthanker Mahaveer University, Moradabad Page 78
Price25%
poor Service30%
Pic-ture
Qual-ity5%
Other40%
Series 1
On the basis of above analysis it has been concluded that 25% people don’t like price , 30% people don’t like poor service ,5% people don’t like picture quality and 40% people don’t like other things in their DTH.
9. Do you easily get recharge for your DTH service provider?
CMCA, Teerthanker Mahaveer University, Moradabad Page 79
yes; 70
no; 30
On the basis of above analysis it has been concluded that 70% of the people get easily recharge for their DTH whereas 30% of the people say they don’t get recharge easily.
10. What all feature are you looking for in your next DTH provider?
Interactive40%
Quality10%
Service30%
All20%
Series 1
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On the basis of above analysis it has been concluded that 40% of people say they want interactive DTH next time while 10% focus on quality and 25% focus on service and 15% focus on all.
11.Which DTH service provider will you switch to?
Dish Tv55%
Tata Sky45%
Series 1
On the basis of above analysis it has been concluded that 55% people use Dish TV while 45% people use Tata sky.
CMCA, Teerthanker Mahaveer University, Moradabad Page 81
12.Which marketing scheme attracts you most?
discount35%
Promotional offers25%
Service Package25%
Brand Image15%
Sales
On the basis of above analysis it has been concluded that 35% people are attracted by discount and 25% people are attracted by promotional package and service packages and only15% are attracted by brand image while purchasing a DTH.
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Findings
CMCA, Teerthanker Mahaveer University, Moradabad Page 83
FINDINGS
1) Maximum Dealers keep DTH kit and recharge facility.
2) Awareness of new connection and new recharge offers of Dish TV is similar
to Tata Sky and Airtel Digital.
3) There is a communication gap between the company and the dealers.
4) Availability of vouchers lie between price ranges from Rs 100 to 1000.
5) Availability of voucher is one of the major issues among DTH dealers.
6) EPRS system seems to be the most troublesome recharge option for DTH.
7) In case of Dish TV because of frequent trouble complains in EPRS recharge
option, vouchers are preferred over others that are not the case with other brands
who use all other options.
8) Customer care service is considered to be very poor as dealers often complain
of problems in recharge process.
9) Many dealers say they recommend Tata Sky and Airtel because they get the
installation done much faster in comparison to Dish TV. With Dish, it takes up
to 3-4 days sometimes.
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10) The company hasn‘t been able to keep up the
promises made to the customers, like installation and activation commitments
are often not met.
11) Communication between the Call Centre and the Service centre is not good.
12) Customer Care is not reachable on Toll-Free easily, waiting time is high on
toll-free numbers.
13) Changes in price plans and offers more frequently confuses customers which
beings down the consumer satisfaction levels.
14) 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, recharge facilities and
customer care.
15) Most dealers surveyed have complained that the Distributor/Sales people do
not visit much and they are not receiving sufficient support.
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Suggestions
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SUGGESTIONS
1) Increase awareness: Since there is lack in communication channel, 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.
2) Improve processes and techniques: In order to make recharge or activation
process more transparent and user friendly, the EPRS technology needs to be
upgraded consistently.
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. 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.
4) Improvement in after Sales Services: Arrange: proper training for
customer care executives as Dish TV lacks proper after sale service against the
service provided by Tata Sky & other brands.
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.
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6) Voucher Availability: Make proper channel of
Distribution of voucher. As sometimes it becomes hectic for any consumer to
find a voucher recharge dealer.
7) Visibility: Danglers create more impact on customer mind, it always visible
and promote offer and help to recall brand resonance.
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Limitations
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LIMITATIONS
1. poor Customer care.
2. unclear Reception of Some Channels.
3. Less advertisement in initial stage.
4. Less variety of channel packages.
5. Failure of Telecommunication Network.
6. Complexity of payment for tariff.
7. Requires a dish to be placed on the top of the roof which might not
be convenient for people living in flats.
8. People are not willing to invest for DTH against cable TV.
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References/ Bibliography
www.google.co.in
www.tatasky.com
www.dishtv.in
www.go4dishnetwork.com
www.indiabroadband.net
www.dthindia.com
www.wikipedia.com
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ANNEXURE
Questionnaire Direct to home (DTH) Service
Name: __________________________
Age: _______________
No. Of Family members: ____________
I) What type of Connection do you have at your home?
1. Cable TV [ ] 2. Direct To Home(DTH) [ ]
II) How much would you like to pay for your DTH Connection per month?
1. 150 [ ] 2. 250 [ ]
3. 300 [ ] 4. 350 or more [ ]
III) Which DTH network do you own?
1. Dish TV [ ] 2. Tata Sky [ ]
IV) From where did you come to know about your DTH service provider?
1. Newspaper [ ] 2. Banners [ ]
3. Magazine [ ] 4. Referral [ ]
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V) How many channels do you get in your
package?
1. Around 50 [ ] 2. Around 100 [ ]
3. Around 150 [ ] 4. More than 150 [ ]
VI) Scale your satisfaction from your DTH service?
1. Bad [ ] 2. Average [ ]
3. Good [ ] 4. Excellent [ ]
VII) What do you like most about your DTH service?
1. Clarity [ ] 2. Value for Money[ ]
3. Features [ ] 4. All of the Above [ ]
VIII) What things you really don’t like about your DTH service provider?
1. Price [ ] 2. Poor service [ ]
3. Unclear picture [ ] 4. Other [ ]
IX) Do you easily get the recharge for your DTH?
1. Yes [ ] 2. No [ ]
X) What all features are you looking for in your next DTH service provider?
1. Interactive [ ] 2. Quality [ ]
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3. Service [ ] 4. All of
the above [ ]
XI) Which DTH service provider will you switch to?
1. Dish TV [ ] 2. Tata Sky [ ]
XII) Which Marketing scheme attracts you most?
1. Discount [ ] 2. Promotional offers [ ]
3. Service package [ ] 4. Brand Image [ ]
________________________________________________________________
Thank you for your precious time
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