Documente Academic
Documente Profesional
Documente Cultură
SUBMITTED BY
(AKIL SHETTY)
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ACKNOWLEDEGEMENT
35
Index
35
Serial Particular Page
Nos.
1 Executive Summary 5
2 Introduction 6
2 History of DTH in India 7
3 DTH INDUSTRY – An Overview 11
4 DTH Market 13
a. Entry barriers in Indian DTH
Industry
b. challenges faced by the DTH
Industry
5 Company Profile – Tata Sky 15
a. A Birds view of Tata Sky
b. Vision
c. Achievement
d. Milestone
6 1. SWOT Analysis 20
7 Product Matrix 22
a. Product
b. Price
c. Place
d. Promotion
8 Market Segmentation 32
9 Porter’s 5 forces 34
10 PRODUCT COMPARISON 37
a. TATA SKY
b. RELIANCE BIG TV
c. AIRTEL DIGITAL TV
11 Product Differentiation 41
12 Objective of The Study 43
13 Research Methodology 44 35
14 Analysis of Data 50
EXECUTIVE SUMMARY
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This project i.e. “Consumer Awareness on TATA SKY” is purely
focused on how tough awareness is going in the current market.
Nowadays, more and more companies are coming up with their new
DTH services to entertain the people in their life.
The introduction of the industry includes some vital detail about the
history of DTH service. Soon after the beginning of the 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 second-
hand as DTH services.
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. I have collected primary data by filling
questionnaire which have analyzed; tabulated and meaningful
conclusion are drawn out of it.
The sample size used for conducting the field survey was 60
respondents. I will try my best in preparing this project report, 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.
Introduction
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With the Indian economy booming at a GDP growth rate of 8.7%,
there is sense of growth prevailing everywhere. The average Indians
disposable income and purchasing power has risen to never before
levels. The Indian Entertainment & Media industry is also not far
behind. It is currently estimated at a worth of Rs. 450 billion with a
CAGR of 18% over next 5 years. Terms which were alien to Indians
like DTH, Digital Cable, 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. This growth presents a lot of interesting scenarios.
With the 'CAS' issue not yet resolved, there's 'DTH' coming up to
muddle things up for you and me.
So what is this DTH all about? How, if at all, does it help the
customer? Is it good?
What is DTH?
DTH stands for Direct-To-Home television. 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. Only cable
operators can receive satellite programmes and they then distribute
them to individual homes.
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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 requires all
operators to set up earth stations in India within 12 months of getting
a license. DTH licenses in India will 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. There is no limit on the number of companies
that can apply for the DTH license.
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. As we explained above, in
DTH signals directly come from the satellite toyour DTH dish.
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There are four serious contenders for DTH services in India:
Doordarshan, Star, Zee, and Data Access.
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. Showing a lesser
number of households benefits ACOs.
With no way to actually cross check, the MSOs and the broadcasters
lose a lot. Broadcasters do not earn much in subscription fees and are
mostly dependent on advertisement revenue to cover their costs,
which is not sustainable and does not offer high growth in revenues
for broadcasters.
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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.
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.
In Oct 2002, Siticable, which is owned by Zee, said that the cost of
the installation equipment, which includes the receiver dish and the
set-top box, would be priced at around Rs 3,900. 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, a
DTH decoder dish is unlikely to cost less than Rs 7,000.
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Some reports say that an entry level DTH STB will cost about Rs
7,000 (including taxes and installation cost at consumers end). A more
advanced STB with value added
features like PVR (Personal Video Recorder), PSTN connectivity,
Gamming console, channel management system, etc. may cost as
much as Rs 15,000.
So, 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. If DTH had come to India in 1996-97 (like Star had
originally attempted), then it could have made a significant
breakthrough.
DTH will definitely cut into the existing cable user base. It will make
the local cable operator less important and take business away from
him. It will give consumers greater choice.
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DTH INDUSTRY – An Overview:
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.
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I. Tata group and Star network owned Tata Sky
DTH Market
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The DTH industry in India can be categorized as an OLIGOPOLY.
The HHI index and the market share of firms indicate the amount of
competition among them.
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• High Cost of the set top boxes
• Long gestation period and high break even period
• Multilingual & Multicultural differences in India.
• High Cost of the set top boxes.
CHALLENGES
COMPANY PROFILE
35
TATA SKY
Introduction
Tata Sky 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/-
Tata Sky, though a late entrant created a mark as a first mover in the
minds of the customers, as it was the first DTH service to be
advertised in India. Few salient features of the company are:
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• Kick started the category advertising - Although it was the
3rd player to enter the market it sought to create consumer education
about the category with focused advertising.
• 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. This is the new quality standard for Indian pay TV against
which other companies as well as future entrants will be judged.
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The service provides viewers with DVD-quality picture and CD-
quality sound enhancing their viewing experience.
Vision
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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. The service
envisions to:
Achievement
Within a span of one year, Tata Sky has:
• Established itself as the fastest growing Pay TV platform in
India.
• Established Tata Sky as a trusted and premium brand: achieved
87% brand awareness within the first six months of launch.
• Expanded its product offering from 55 television channels at
the time of launch to over 120 channels and interactive services
(Active Games, Active Sports, Active STAR News, Active Khabar,
Active Newsroom and Active Wiz kids).
• Launched Active Wiz kids, the first-of-its-kind education based
interactive service in the world that teaches children through learning
games.
• Set up state-of-the-art digital infrastructure including an uplink
centre in Gurgaon and three high-end 24x7 call centres in Hyderabad,
Mohali and Pune supporting 11 languages (English, Hindi, Marathi,
Gujarati, Punjabi, Malayalam, Kannada, Tamil, Telegu, Oriya and
Bengali).
• Expanded its distribution network from 300 towns and 10,000
dealers at the Time of launch to 4,500 towns and 30,000 dealers
across the country and operating through 245 exclusive distributors.
• Simultaneously trained 5000 people in a span of 6 months across 180
cities (the largest corporate training initiative in India).
• Become the gold standard in customer service: achieved globally best-
in-class (durable and telecom industries) customer satisfaction scores.
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• Introduced first-time ever interactive television promotions
across popular television channels including Sony (Indian Idol
highlights on-demand), STAR.
Current Situation - SWOT Analysis
Milestone
2005
• TATA - STAR DTH venture signs lease agreement with ISRO
(Indian
Space research organization)
• TATA - 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 - a unique edutainment
service
• Tata Sky launches pay-per-view service - 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, 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
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SWOT Analysis
1. Strengths
2. Weaknesses
3. Opportunities
1. Larger disposable incomes with India
2. Tapping niche markets with Better service and Product offering
3. Expansion of distribution network through exclusive store
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4. Interactive advertising – Tie up of with Samsung
5. 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. CAS being made Compulsory would encourage switch
9. Value Added Services are gaining steam.
4. Threats
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Product Matrix
Current situation
• 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.
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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.
• 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
• 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
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
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Tata Sky as a product has evolved from the time to inception.
Further to enhance the product, new
services and technologies can be imbibed like:
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2. Price
1. Free Set Top: Following the line of Dish TV, 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.
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3. Place
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Including the local cable operators as distributors would be an
extremely useful way of reaching out to the target market:
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Strategies for the rural sector can be:
a. Customizing offering
b. Combination of various national channels with regional channels
c. Educational Package
d. Appointing the village head as Distributor and the promoter as the
villagers tend to listen to village head
e. This can be supplemented by giving the connection to village head free
for initial period
c. These Mini – Theatres can be the Point of Sales for Tata Sky
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4. Promotion
The promotional strategies suggested are:
7. Another way could be using the prominent part of the Building for
placing Hoardings of Tata Sky Ads:
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10. 'Ek-pe-Teen and Do-pe-Paanch' the offer entails three months of
free subscription on the purchase of one connection, and five months
of free subscription on purchase of two or more connections.
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MARKET SEGMENTATION
Geographic segmentation
In terms of geographical location, North India and Western India
together contribute over 8 million DTH subscribers, while the
southern market contributes 3 million. The states of Maharashtra,
Goa, Punjab, Uttar Pradesh, and Rajasthan are the leaders in DTH
subscription, contributing over 6.5 million DTH connections to the
overall base.
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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.
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. DTH also
concentrates on children also by providing them games, dictionary,
some discovery videos specially inbuilt, math’s, and science and
social knowledge. It also focuses on old people as it has updated
videos of various holy and religious places. Example- Dish TV
recently launched ‘Children Films Festival’ with a bouquet of over 25
super-hit films across various categories priced at Rs. 25/- per movie.
thus targeting the children segment. Besides this value added services
like Games Active, Bhakti active services etc carters to needs of
customers from various age groups and gender.
INCOME:
DTH service provider gives various recharge options to consumer
according to the income like silver pack, golden pack, diamond pack
etc.
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. For example it offers benefits to customers like: In a
cricket match choosing the language of the commentary, camera
angles, know player statistics and watch match highlights at our will
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Porter’s 5 forces
orces
Bargaining Power of Supplier – High
DTH relies on three major suppliers: Customer Premise Equipment –
Satellite dish, Set top box and Access card, Ku Band Transponder and
content. Bargaining power of DTH operator with CPE supplier has
increased due to supply. Transponder is provided by Astrix, ISRO
hence dependency exists and due to no regulations in channel pricing,
DTH operators are at mercy of Broadcasters.
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Cable TV operates in 2 modes: CAS<Metros>which requires
separate set top box and Non Addressable system. The cost varies
from Rs. 100 – Rs. 350 to customers depending upon location. Due to
its phenomenal reach, there is bound to be a resistance from Local
Cable operators.
DD offers free service but has a very small bouquet of channels. Dish
TV got first movers advantage and has a highest market share in the
market. The new players have very big brand names and have started
with extensive publicity. There is also competition with respect to
acquiring content. There are also regional discrepancies.
35
Threat of New
Entrant
LOW
DTH market is
already crowded with
Threat of Substitutes
VERY HIGH
IPTV – High
Terrestial - Low
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PRODUCT COMPARISON
1. TATA SKY
35
2. RELIANCE BIG TV
35
3. AIRTEL DIGITAL TV
35
Few Inferences from the above comparison:
• Tata Sky is the only DTH which provides uniform volume level
across channels.
• Tata Sky and Big TV are better choice for rainy areas because
of bigger antenna size.
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PRODUCT DIFFERENTIATION
Tata Sky launches itself as a DTH services requiring a Dish, A set top
box and network access card per television.
Thus Tata Sky has all features to compete well with the existing
players in the market. However Tata sky recently launched a new
variant called Tata Sky +. This product contained some additional
features over the original Tata Sky. 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. Tata Sky+ gives you the power to record one
program while watching another, pause a live telecast and even
rewind a TV program that you are watching. Thus Tata sky gained an
edge over its customers by adapting Product Differentiation. To
protect its existing customer base using Tata Sky, it also introduced a
special offer of up gradation to the premium product at reasonable
cost.
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For its new customer the cost of Tata Sky Plus is given as below:
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OBJECTIVES OF THE PROJECT
It is obvious that every task has some objectives. My objectives
behind working on this project are:
I. Primary Objective
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RESEARCH METHODOLOGY
It is the first and the most important stage in applied research. The
objective of the project is to know the consumer awareness is making
the consumer aware of His/Her rights. It means that consumers not or
are aware of products or services, its characteristics and the other
marketing P's (place to buy, price, and promotion)
.
At this stage, I will try to define following one thing;
2. FORMULATING OF RESEARCH
DESIGN
Research design specifies the methods and procedures for conducting
a particular study.
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Descriptive research study is undertaken when the researcher
wants to know the characteristics of certain groups; gender; education
level; income; occupation etc.
Primary data
Secondary data
Observation Method
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Survey Method
I am using survey method as the data collection form. The data were
collected through survey method by personal interview.
• PERSONAL SURVEY
I am using this survey because of its suitability to my project, personal
survey is suitable to my research and I will get an opportunity to meet
consumer face to face.
Types of question:
I have used open-ended, Rating, Dichotomous (yes/no), Single choice,
Scaling and multiple choice question in questionnaire
Phrasing question:
I have used simple language while formulation questionnaire so that
the respondents do not confused.
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.
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Layout of questionnaire:
I have prepared the questionnaire which can be read and interpreted
easily. The questionnaire as prepared using the front “Times New
Roman” with front size “14” with 1.5 line spacing.
5. SAMPLE DESIGN
Looking at the vast geographic area of the Thane city, I have selected
the simple random sampling method for conducting survey. (convince
method to access easily.
The sampling method that I will be choosing is the probability. The
sample size for the survey is 60 (20 from each section)
• Interviewing
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This phase is divided in three as below;
Edition
The first task in data processing is edition. It is the process by which
the data are prepared for subsequent code after review of
questionnaire with the object.
Coding
It is the process of classifying the answer to question into meaningful
categories. 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. 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.
• Executive summary
• Introduction of industry and company
• Objective of the project
• Research methodology
• Limitation of the project
• Analysis
• Findings of research
• Bibliography
• Annexure
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Limitations
35
ANALYSIS OF DATA
Yes 95 95
No 5 5
100
90
80
70
60
50 Yes
40 No
30
20
10
0
Yes No
So from this survey I have found that 95% of people are watching TV
and just 5% of people are not watching TV.
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Q-2 How frequently you watch the T.V.?
Regularly 45 45
Rarely 21 21
Once in week 21 21
Twice in week 13 13
45
40
35
30
25 Regularly
20 Rarely
15 Once in week
10 Twice in week
5
0
Regularly Rarely Once in Twice in
week week
35
Q.3 Which connection you use for your entertainment?
DTH 40 40
Doordarshan 5 5
Cable Connection 45 45
Internet 5 5
Other 5 5
45
40
35
DTH
30
25 Doordarshan
20 Cable Connection
15 Internet
10
5 Any Other
0
DTH Doordarshan Cable Internet AnyOther
Connection
From this survey I have found that 45% of respondents prefer Cable
Connection but 5% of respondents still prefer Doordarshan.
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Q.4 Which DTH connection do you have?
Tata Sky 42
Dish TV 35
Big TV 13
Videocon D2H 5
Sun Direct 5
45
40
35
30 TataSky
25 DishTV
20
BigTV
15
10 VideoconD2H
5 SunDirect
0
TataSky DishTV BigTV Videocon SunDirect
D2H
Interpretation
Tata Sky is the market leader with 42% of market share, followed by
Dish TV and Big TV with 35% & 13% of market share respectively.
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Q-5. From which sources you comes to know about Tata
Sky ?
Advertisement 71
Hoardings 12
Newspaper 2
Mouth Publicity 15
80
70
Advertisement
60
50 Hoardings
40
Newspaper
30
20 Mouth Publicity
10
0
Advertisement Hoardings Newspaper Mouth
Publicity
Thus by these analysis of Tata Sky, I have found that 71% of people
know about the Tata Sky company through an Advertisement, and
12% by Hoarding or Banner. There 15% of people is having
awareness by Mouth publicity or communicating with other people.
35
About asking this question I got the results as follows
Company Shop 50
Exclusive dealers 25
Vendor shop 25
50
40
30
Company Shop
20 Exclusive dealers
Vendor shop
10
0
Company Exclusive Vendor
Shop dealers shop
As people are more trusted towards company shop so they would like
to get connection from company shop. And survey also tells that 50%
connection was taken from the company shop while 25% of
connections were taken from exclusive dealers.
Q.7 .How long did it take for your service to get activated and
function?
35
About asking this question I got the results as follows
02-06 74
06-12 19
12-24 04
Above 24 00
Not sure 03
80
70
60
02-06 h
50
06-12h
40
12-24h
30
Above 24
20
Not Sure
10
0
02-06h 06-12h 12-24h Above 24 Not Sure
Most of the services has been activated within 02-06 hours of purchasing. 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 only 19% were taken more than 06 but less than 12 hours to
get functional. Whiles as I said that sometimes documents might be
misplaced so might take more time. 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.
Q.8 If yes, then for what period you have used the Tata
Sky service?
35
About asking this question I got the result as follow
1month to 6 months 04
Up to year 16
Above years 38
40
35
30
25
Lessthenmonth
20
1monthto 6months
15
Upto year
10
Above years
5
0
Lessthen 1monthto Upto year Above
month 6months years
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, and 16 customers are using Tata
Sky service up to year, thus the Tata Sky has maintain there good
service against the customers, that’s why the customers prefer this
Brand.
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PERCENTAGE OF USERS
Coverage 98 02
Value Added 55 40 05
Services
Customer Services 90 08 02
Brand Image 90 10
Tariffs & 65 25 10
Schemes
35
100
90 Coverage
80
70 Value Added Services
60
50 Customer Services
40
30 Brand Image
20
10 Tariffs & Schemes
0
Coverage Value Customer Brand Tariffs &
Added Services Image Schemes
Services
35
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.
Poor Service 02
Expensive Service 58
Poor Network 00
Other Operator 40
35
60
Poor Service
50
40 Expensive Service
30
Poor Network
20
Other Operator
10
0
Poor Expensive Poor Other
Service Service Network Operator
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. There here another drawback is that company’s like Airtel, Reliance
and Dish TV is also providing good service in the market, so 40% of
customers are grab by other operating service.
Findings On survey
35
• EPRS system seems to be the most troublesome recharge
option for Dish TV.
• Many persons say they recommend Tata Sky because they get
the installation done much faster in comparison to Dish TV &
competitors with Tata Sky, it takes up to 2-6 hrs.
• Connect between the Call Center and the Service center is good.
b) The dealers mostly prefer to sell Tata Sky and Airtel because
their installation system is very fast. Also if dealers are committed to
35
their customers regarding any specific time limit, the other DTH
brands never let them feel down, which helps the dealers to keep good
relation with their customers.
RECOMMEDATIONS
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.
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4) Improvement in after Sales Services:
Arrange proper training for customer care executives as
Dish TV lacks proper after sale service.
6) Voucher Availability
Make proper channel of Distribution of voucher.
7) Visibility
Danglers create more impact on customer mind, it always
visible and promote offer and help to recall brand
resonance.
Also,
• 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.
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Annexure
Questionnaire
Yes No
Regularly Rarely
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Door Darsan Internet
TV Holdings Relatives
Company Shop
Exclusive dealers
Vendor shop
Q.7 How long did it take for your card to get activated
and function?
35
02-06 hrs Not sure
12-24 hrs
Q.8 For what period you have used the Tata Sky service
Provider?
35
PERCENTAGE OF USERS
Coverage
Value Added
Services
Customer Services
Brand Image
35
Q.10. What’s the reasons for which you are not using Tata
Sky?
Poor service
High price
Low signals
35
Bibliography
• http://en.wikipedia.org/wiki/Television_in_India
• http://www.indiandth.in/
• www.sundirect.in/mediaDetails.php?mediaId=1
• http://realinfo.info/index.php?topic=810.0;topicseen
• http://www.media-partners-asia.com/mpanews120809.asp
• http://www.mumbaispace.com/dth/airtel-dth.htm
• www.simplymalayalees.com/forum_posts.asp?TID=696
• http://www.televisionpoint.com/news2009/newsfullstory.phpiid=
1252499760
• http://www.coolavenues.com/mba-journal/marketing/outdoor-
ooh-changing-faceoutdoor- advertising-india
• http://www.articlesnatch.com/Article/Analysis-Of-The-Media-
Industry-In- India/995277
• http://www.tatasky.com/why-tata-sky.html
• http://en.wikipedia.org/wiki/Tata_Sky
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• http://teck.in/dth-direct-to-home-tv-in-india-features-and-price-
comparison.html
• http://www.tatasky.com/why-tata-sky.html
• http://en.wikipedia.org/wiki/Tata_Sky
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