A PROJECT REPORT ON (CONSUMER AWARENESS ON TATA SKY)

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Index

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Serial
1 2 2 3 4

Particular
Executive Summary Introduction History of DTH in India DTH IND STR! " An Overvie# DTH $ar%et a& Entry 'arriers in Indian DTH Industry '& c(a))en*es faced 'y t(e DTH Industry

Page Nos.

Com+any Profi)e " Tata S%y a& A ,irds vie# of Tata S%y '& -ision c& Ac(ievement d. Milestone 1& S.OT Ana)ysis Product $atrix a& Product '& Price c& P)ace d& Promotion $ar%et Se*mentation Porter/s 0 forces PROD CT CO$PARISON a. TATA SKY b. RE1IANCE ,I2 Tc. AIRTE1 DI2ITA1 TProduct Differentiation O'3ective of T(e Study

6 7

8 9 10

12

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11

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EXECUTIVE SUMMARY

T(is +ro3ect i&e& 4Consumer A#areness on TATA S5!6 is +ure)y focused on (o# tou*( a#areness is *oin* in t(e current mar%et& No#adays7 more and more com+anies are comin* u+ #it( t(eir ne# DTH services to entertain t(e +eo+)e in t(eir )ife& T(e introduction of t(e industry inc)udes some vita) detai) a'out t(e (istory of DTH service& Soon after t(e 'e*innin* of t(e DTH service7 in t(e o+enin* on)y DD direct +)us and Dis( T- #as successive)y doin* t(eir 'usiness 'ut at t(e moment TATA S5! is a)so second8 (and as DTH services& T(e introduction of t(e com+any inc)udes t(e detai)s of t(e TATA S5!7 its mi)estones7 its ne# sc(emes and services etc9&& T(e o'3ective of t(e +ro3ect re+ort is to conduct a survey to find out t(e a#areness of t(e consumer or +eo+)e to#ards Tata S%y& I used t(e sim+)e random sam+)in* researc( desi*n for t(e +ro3ect as I tried to %no# t(e a#areness of consumers #(i)e usin* t(e DTH service as t(eir entertainment& I (ave co))ected +rimary data 'y fi))in* :uestionnaire #(ic( (ave ana)y;ed< ta'u)ated and meanin*fu) conc)usion are dra#n out of it&

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T(e sam+)e si;e used for conductin* t(e fie)d survey #as => res+ondents& I #i)) try my 'est in +re+arin* t(is +ro3ect re+ort7 sti)) t(ere may 'e some o'stac)es t(at comes in t(e #ay and sto+ me to 1>>? accurate resu)t& Ana)ysis and findin*s inc)udes ta')es and *ra+(s #(ic( #ere fo))o#ed 'y meanin*fu) inter+retation& Conc)usion of t(e +ro3ect inc)udes t(e ex+ression ex+ressed 'y various res+ondents from #(om t(e data are co))ected&

Introduction

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.it( t(e Indian economy 'oomin* at a 2DP *ro#t( rate of @&A?7 t(ere is sense of *ro#t( +revai)in* every#(ere& T(e avera*e Indians dis+osa')e income and +urc(asin* +o#er (as risen to never 'efore )eve)s& T(e Indian Entertainment B $edia industry is a)so not far 'e(ind& It is current)y estimated at a #ort( of Rs& C0> 'i))ion #it( a CA2R of 1@? over next 0 years& Terms #(ic( #ere a)ien to Indians )i%e DTH7 Di*ita) Ca')e7 and IPT- are sudden)y findin* +resence of country/s 3ourna)s& India #ou)d overta%e Ja+an as Asia/s )ar*est DTH 'y next year and 'e Asia/s )eadin* ca')e mar%et 'y D>11 and t(e most8+rofita')e Pay8Tmar%et 'y D>10& T(is *ro#t( +resents a )ot of interestin* scenarios& .it( t(e ECASE issue not yet reso)ved7 t(ereEs EDTHE comin* u+ to mudd)e t(in*s u+ for you and me& Doordars(an )aunc(ed its Direct8To8Home te)ecast from A+ri) 17D>>= ,roadcasters )i%e Star and Fee are no# )eaders in DTH Industry& So #(at is t(is DTH a)) a'outG Ho#7 if at a))7 does it (e)+ t(e customerG Is it *oodG 1etEs s(o# some detai) for DTH service&

What i !T"#

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DTH stands for Direct8To8Home te)evision& DTH is defined as t(e rece+tion of sate))ite +ro*rammes #it( a +ersona) dis( in an individua) (ome&DTH does a#ay #it( t(e need for t(e )oca) ca')e o+erator and +uts t(e 'roadcaster direct)y in touc( #it( t(e consumer& On)y ca')e o+erators can receive sate))ite +ro*rammes and t(ey t(en distri'ute t(em to individua) (omes&

The "i tor$ o% !T" in India

DTH services #ere first +ro+osed in India in 1HH=& ,ut t(ey did not +ass a++rova) 'ecause t(ere #ere concerns over nationa) security and a cu)tura) invasion& In 1HHA7 t(e *overnment even im+osed a 'an #(en t(e Ru+ert $urdoc(8o#ned Indian S%y ,roadcastin* IIS%y,J #as a'out to )aunc( its DTH services in India& Kina))y in D>>>7 DTH #as a))o#ed& T(e ne# +o)icy re:uires a)) o+erators to set u+ eart( stations in India #it(in 1D mont(s of *ettin* a )icense& DTH )icenses in India #i)) cost LD&1C mi))ion and #i)) 'e va)id for 1> years& T(e com+anies offerin* DTH service #i)) (ave to (ave an Indian c(ief and forei*n e:uity (as 'een ca++ed at CH +er cent& T(ere is no )imit on t(e num'er of com+anies t(at can a++)y for t(e DTH )icense&

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"o& doe !T" rea''$ di%%er %ro( ca)'e TV#

T(e #ay DTH reac(es a consumerEs (ome is different from t(e #ay ca')e T- does& In DTH7 T- c(anne)s #ou)d 'e transmitted from t(e sate))ite to a sma)) dis( antenna mounted on t(e #indo# or roofto+ of t(e su'scri'erEs (ome& So t(e 'roadcaster direct)y connects to t(e user& T(e midd)emen )i%e )oca) ca')e o+erators are not t(ere in t(e +icture& DTH can a)so reac( t(e remotest of areas since it does a#ay #it( t(e intermediate ste+ of a ca')e o+erator and t(e #ires Ica')esJ t(at come from t(e ca')e o+erator to your (ouse& As #e ex+)ained a'ove7 in DTH si*na)s direct)y come from t(e sate))ite toyour DTH dis(& A)so7 #it( DTH7 a user can scan near)y A>> c(anne)sM

Wh$ !T" i i )ein* di cu ed no&#

Doordars(an +)ans to )aunc( its DTH te)ecast from A+ri) 1& T(e *overnment (as said it #i)) +rovide 1>7>>> dis(es free across ei*(t states for increased community vie#in* of t(e DTH service& T(e *overnment is estimated to 'e investin* over Rs N>> crore IRs N 'i))ionJ in t(is DTH venture& T(ere are four serious contenders for DTH services in IndiaO Doordars(an7 Star7 Fee7 and Data Access&

!T" u+erior to ca)'e TV#

!es& DTH offers 'etter :ua)ity +icture t(an ca')e T-& T(is is 'ecause ca')e T- in India is ana)o*& Des+ite di*ita) transmission and

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rece+tion7 t(e ca')e transmission is sti)) ana)o*& DTH offers stereo+(onic sound effects& It can a)so reac( remote areas #(ere terrestria) transmission and ca')e T- (ave fai)ed to +enetrate& A+art from en(anced +icture :ua)ity7 DTH (as a)so a))o#s for interactive T- services suc( as movie8on8demand7 Internet access7 video conferencin* and e8mai)& ,ut t(e t(in* t(at DTH (as *oin* for it is t(at t(e +o#erfu) 'roadcastin* com+anies )i%e Star7 Fee7 etc are +us(in* for it&

So &h$ are )roadca ter +u hin* %or !T"#

In DTH7 t(e +ayments #i)) 'e made direct)y 'y t(e su'scri'er to t(e sate))ite com+any offerin* t(e service&

A 'i* +ro')em t(at 'roadcasters face in India is t(e issue of under8 re+ortin* of su'scri'ers 'y ca')e o+erators& Consider t(e ca')e o+erators +yramid& Ri*(t at t(e to+ is t(e 'roadcaster& Next comes t(e $u)ti Service Ca')e O+erator I$SOsJ )i%e Sitica')e7 In Ca')e7 etc& ,e)o# t(emare t(e Access Ca')e O+erators IACOsJ or your )oca) ca')e *uy #(o actua))y )ays t(e #ires to your (ouse& T(e )oca) ca')e o+erators or t(e ACOs t(en a))e*ed)y under8re+ort t(e num'er of su'scri'ers t(ey (ave 'a**ed 'ecause t(ey (ave to +ay t(e $SOs somet(in* )i%e Rs N>8C0 +er (ouse(o)d& S(o#in* a )esser num'er of (ouse(o)ds 'enefits ACOs&

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.it( no #ay to actua))y cross c(ec%7 t(e $SOs and t(e 'roadcasters )ose a )ot& ,roadcasters do not earn muc( in su'scri+tion fees and are most)y de+endent on advertisement revenue to cover t(eir costs7 #(ic( is not sustaina')e and does not offer (i*( *ro#t( in revenues for 'roadcasters& T(e #ay out of t(is is to use a set8to+ 'ox so t(at it #i)) 'e c)ear (o# many (ouse(o)ds are actua))y usin* ca')e or *oin* for DTH #(ere 'roadcasters direct)y connect to consumers and can actua))y *ro# revenues #it( a *ro#t( in t(e su'scri'er 'ase&

Wh$ do !oordar han, -ee, Star thin. !T" &i'' &or. in India#
Today7 'roadcasters 'e)ieve t(at t(e mar%et is ri+e for DTH& T(e +rices of t(e dis( and t(e set8to+ 'ox (ave come do#n si*nificant)y& Overa)) investments re:uired in +uttin* u+ a DTH infrastructure (as dro++ed and customers are a)so rea+in* t(e 'enefits of more attractive tariffs& T(e ma3or t(in* t(at DTH o+erators are 'ettin* on is t(at t(e service is comin* at a time #(en t(e *overnment is +us(in* for CAS Iconditiona) access systemJ7 #(ic( #i)) ma%e ca')e te)evision more ex+ensive7 narro#in* t(e tariff *a+ 'et#een DTH and ca')e&

Wi'' !T" )e chea+er than ca)'e or (ore ex+en i/e#

DTH #i)) 'e definite)y more ex+ensive t(an ca')e as it exists today&

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A set8to+ 'ox is a must for DTH& Ear)ier7 #(en CAS made set8to+ 'ox mandatory for (ouse(o)ds7 t(e costs 'et#een DTH and ca')e #ou)d not (ave 'een too #ide& ,ut CAS on t(e 'ac%'urner no# 88 #(ic( means no set8to+ 'ox Ia must for DTHJ7 t(e +rice *a+ 'et#een DTH and ca')e7 #i)) 'e #ide& In Oct D>>D7 Sitica')e7 #(ic( is o#ned 'y Fee7 said t(at t(e cost of t(e insta))ation e:ui+ment7 #(ic( inc)udes t(e receiver dis( and t(e set8to+ 'ox7 #ou)d 'e +riced at around Rs N7H>>& Sitica')e is )oo%in* to ro+e in 1 mi))ion su'scri'ers in 10 mont(s& Ot(er estimates say t(at di*ita) ca')e set8to+ 'ox may cost Rs C7>>>7 a DTH decoder dis( is un)i%e)y to cost )ess t(an Rs A7>>>& DTHEs minimum su'scri+tion cou)d 'e +riced around Rs 0>> +er mont(& Some re+orts say t(at an entry )eve) DTH ST, #i)) cost a'out Rs A7>>> Iinc)udin* taxes and insta))ation cost at consumers endJ& A more advanced ST, #it( va)ue added features )i%e P-R IPersona) -ideo RecorderJ7 PSTN connectivity7 2ammin* conso)e7 c(anne) mana*ement system7 etc& may cost as muc( as Rs 107>>>&

So, &hat0 the )u11# Wi'' !T" %ina''$ )e the one that ru'e #

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T(e ca')e system is #e)) entrenc(ed in India and is s(o#in* :uite ra+id *ro#t(& If DTH (ad come to India in 1HH=8HA I)i%e Star (ad ori*ina))y attem+tedJ7 t(en it cou)d (ave made a si*nificant 'rea%t(rou*(& Euro+e is an exam+)e of t(is& DTH deve)o+ed t(ere 'efore ca')e and no# contro)s near)y @> +er cent of t(e tota) sate))ite te)evision su'scri'er 'ase& ,ut in S7 ca')e ru)es 'ecause it came 'efore DTH& DTH #i)) definite)y cut into t(e existin* ca')e user 'ase& It #i)) ma%e t(e )oca) ca')e o+erator )ess im+ortant and ta%e 'usiness a#ay from (im& It #i)) *ive consumers *reater c(oice& ,ut it is )i%e)y to 'e an u+ mar%et +remium +roduct and most midd)e c)ass (ouse(o)ds #i)) stic% to ca')e&

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!T" IN!USTRY 2 An O/er/ie&3

DTH services #ere first +ro+osed in India in 1HH=& ,ut t(ey did not +ass a++rova) 'ecause t(ere #ere concerns over nationa) security and a cu)tura) invasion& In 1HHA7 t(e *overnment even im+osed a 'an #(en t(e Ru+ert $urdoc(8o#ned Indian S%y ,roadcastin* IIS%y,J #as a'out to )aunc( its DTH services in India& Kina))y in D>>>7 DTH #as a))o#ed& T(e ne# +o)icy re:uired a)) o+erators to set u+ eart( stations in India #it(in 1D mont(s of *ettin* a )icense& DTH )icenses in India cost LD&1C mi))ion and #i)) 'e va)id for 1> years& T(e com+anies offerin* DTH service #i)) (ave to (ave an Indian c(ief and forei*n e:uity (as 'een ca++ed at CH +er cent& Today7 'roadcasters 'e)ieve t(at t(e mar%et is ri+e for DTH& T(e +rices of t(e dis( and t(e set to+ 'ox (ave come do#n si*nificant)y& Overa)) investments re:uired in +uttin* u+ a DTH Infrastructure (as dro++ed and customers are a)so rea+in* t(e 'enefits of more attractive tariffs& T(e ma3or t(in* t(at DTH o+erators are 'ettin* on is t(at t(e service is comin* at a time #(en t(e *overnment is +us(in* for CAS Iconditiona) access systemJ7 #(ic( #i)) ma%e ca')e te)evision more ex+ensive7 narro#in* t(e tariff *a+ 'et#een DTH and ca')e&

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Some of t(e features of DTH service are as fo))o#in*O DTH offers 'etter :ua)ity +icture t(an Ca')e T-& DTH can reac( remote areas #(ere terrestria) transmission and ca')e T- (ave fai)ed to +enetrate& DTH (as a)so a))o#s for interactive T- services suc( as movie8on8 demand7 Internet access7 video conferencin* and e8mai)& In DTH7 t(e +ayments #i)) 'e made direct)y 'y t(e su'scri'er to t(e sate))ite com+any offerin* t(e service& In DTH7 t(e +ayments #i)) 'e made direct)y 'y t(e su'scri'er to t(e sate))ite com+any offerin* t(e service& India current)y (as = ma3or DTH service +roviders and a tota) of over 0 mi))ion su'scri'er (ouse(o)ds& I& II& III& I-& -& Tata *rou+ and Star net#or% o#ned Tata S%y Fee *rou+ o#ned Dis( TSun net#or% o#ned S NDIRECT DTH& Re)iance o#ned ,I2 T,(arti Airte)/s DTH

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-I&

DD Direct P)us

!T" Mar.et
T(e DTH industry in India can 'e cate*ori;ed as an O1I2OPO1!& T(e HHI index and t(e mar%et s(are of firms indicate t(e amount of com+etition amon* t(em& O1I2OPO1!O O)i*o+o)y is a 2ree% #ord #(ic( means 4for fe# entities #it( t(e ri*(t to se))6&It is a mar%et structure in #(ic( t(e mar%et or t(e industry is dominated 'y a sma)) num'er of )ar*e +)ayers #(o are ca))ed 4o)i*o+o)ist6& In t(is ty+e of mar%et t(e de*ree of mar%et concentration is very (i*(7 #it( 'arriers to entry in t(e mar%et&

I(+ortant %eature o% O'i*o+o'$ Mar.et3

Sma)) num'er of )ar*e +)ayers dominates t(e mar%et& T(e o)i*o+o)ists +roduce 'randed +roducts& T(ere exists interde+endence 'et#een firms& Eac( o)i*o+o)ist is a#are of t(e actions of t(e ot(ers& T(ere are si*nificant entry 'arriers in t(is mar%et&

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Entr$ )arrier in Indian !T" Indu tr$

T(e Indian DTH industry is a (i*( tec( industry re:uirin* (u*e ca+ita) investment& T(e initia) cost re:uired for settin* u+ t(e com+any is very (i*( as it re:uires trans+onders and ot(er (i tec( e:ui+ment&

4o''o&in* entr$ )arrier exi t in the !T" Indu tr$&

DTH Industry is a (i*( vo)ume )o# mar*in industryO Any ne# entrant in t(e DTH industry (as to ma%e sure t(at it 'ui)ds si*nificant customer 'ase as soon as +ossi')e to ensure its +rofits& Hi*( set u+ cost of sate))ite7 trans+onder and ot(er (i*( tec(e:ui+mentO t(e (u*e initia) cost of settin* u+ t(e 'usiness acts as a (u*e entry 'arrier for t(e ne# entrants& Hi*( Cost of t(e set to+ 'oxes 1on* *estation +eriod and (i*( 'rea% even +eriod $u)ti)in*ua) B $u)ticu)tura) differences in India& Hi*( Cost of t(e set to+ 'oxes&

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C"A55EN6ES
T(e c(a))en*es faced 'y t(e DTH Industry areO Hi*( 1icense Kee Or*ani;ation of taxation re*ime 7 +articu)ar)y state )evied entertainment tax Tec(no)o*y Neutra)ity as a +o)icy needs to 'e consistent)y fo))o#ed 'y t(e 2overnment Content differentiation t(rou*( 'rin*in* in a Se)f re*u)atory re*ime and tec(no)o*ica) contro)s Contro) of Content Cost for DTH to ma%e it a )eve) +)ayin* fie)d T(ere exist sa)es and distri'ution c(a))en*es in India& A)t(ou*( India is a very 'i* country7 t(e trade is re)ative)y unor*ani;ed& Products *o into tens of t(ousands of s(o+s in )ar*e *eo*ra+(ies7 and *ettin* set8to+ 'oxes and remote contro))ers in *ood s(a+e across t(e )en*t( and 'readt( of India is a si*nificant c(a))en*e $assive )o*istica) c(a))en*e&

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COM7ANY 7RO4I5E

TATA S5!

Introduction
T$+e Joint venture 'et#een Tata 2rou+ I@>? sta%eJ and STAR T- ID>? sta%eJ 4ounded "ead8uarter Indu tr$ 7roduct S'o*an We) ite D>>C 5ir)os%ar ,usiness Par%7 ,an*a)ore7 India DTH Pay TDirect 'roadcast sate))ite PIs%o )a*a daa)a7 to( )ife 3in*a)a)a/ ###&TataS%y&com

COM7ANY ANA5YSIS 2 A 9ird /ie& o% Tata S.$3

Tata S%y )aunc(ed its services +an8India in Au*ust D>>=& It resu)ted as a 3oint venture 'et#een t(e TATA *rou+ and t(e STAR *rou+& .it(in a s(ort s+an of time it *arnered a su'scri'er 'ase of near)y D&0 mi))ion IAu* D>>@J& It (as over 1CA c(anne)s to c(oose from& Tata S%y (as

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)aunc(ed an entry8)eve) su'scri+tion +)an ca))ed PSu+er Hit Pac%/ at Rs& HH +er mont( #it( a 'ou:uet of 0N c(anne)s& Tata S%y recent)y )aunc(ed Tata S%y P)us #(ic( uses t(e +ersona) video recordin* IP-RJ tec(no)o*y t(at a))o#s consumers to record )ive& It is avai)a')e at a +rice of Rs& @HHHQ8 Tata S%y7 t(ou*( a )ate entrant created a mar% as a first mover in t(e minds of t(e customers7 as it #as t(e first DTH service to 'e advertised in India& Ke# sa)ient features of t(e com+any areO Stron*'$ inno/ati/e +roduct o%%erin* " Tata S%y (as ta%en t(e res+onsi'i)ity on itse)f to invest in more interactive services to differentiate it from ot(er service +roviders& It #as t(e first DTH com+any in t(e #or)d to offer its su'scri'ers interactive -AS under t(e um're))a Kic. tarted the cate*or$ ad/erti in* 8 A)t(ou*( it #as t(e Nrd +)ayer to enter t(e mar%et it sou*(t to create consumer education a'out t(e cate*ory #it( focused advertisin*& 4ocu on herita*e " Tata S%y )atest cam+ai*n features su+erstar Aamir 5(an& T(e focus of t(e cam+ai*n #as to esta')is( t(e )inea*e of Tata S%y and inform +otentia) customers a'out S%y& 5o& co t +ac.a*e to increa e +enetration 8 Tata S%y (as recent)y introduced a Rs HH8a8mont( )o#8va)ue +ac% for 0N c(anne)s to increase +enetration of Tata S%y in sma))er to#ns of t(e country&

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Tata S%y (as a)so *one a ste+ furt(er and en(ance t(e service de)ivery 'y introducin* an e)ectronic +ro*ram *uide IEP2J in Hindi es+ecia))y for +eo+)e in sma)) to#ns #(o are more comforta')e #it( Hindi& T(is is t(e ne# :ua)ity standard for Indian +ay T- a*ainst #(ic( ot(er com+anies as #e)) as future entrants #i)) 'e 3ud*ed&

Tata s%y7 in order to increase its rura) +enetration7 (as tied u+ #it( ITC e8C(ou+a) and 2odre3 Aad(ar&

Kor Effective distri'ution Tata S%y (as tied u+ #it( ITC internationa) ,usiness Division&

.it( t(e ado+tion of :;< de*ree mar%etin* cam+ai*n #(ic( inc)udes te)evision7 +rint7 outdoor7 radio7 on *round activities7 Tata s%y (as 'een a')e to +ursue mar%etin* on a di*ita) +)atform&

Tata S%yEs sate))ite service 'rin*s (ome a #(o)e ne# entertainment ex+erience #it( its direct8to8(ome IDTHJ te)evision service& Su'scri'ers can no# c(oose from a variety of +o+u)ar and ne# c(anne)s and en3oy interactive features& Some of t(e (i*()i*(ts of t(e service areO

Entertain(ent and Media channe'

Tata S%y offers su'scri'ers +o+u)ar c(anne)s suc( as STAR *rou+ c(anne)s7 Sony7 Discovery7 Disney7 $T-7 NDT-7 ESPN STAR S+orts7 Nationa) 2eo*ra+(ic7 Eenadu7 T- Today7 Asianet and many more&

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!i*ita' 2 8ua'it$ er/ice T(e service +rovides vie#ers #it( D-D8:ua)ity +icture and CD8 :ua)ity sound en(ancin* t(eir vie#in* ex+erience& Te'e/i ion *oe interacti/e Ever t(ou*(t of +)ayin* interactive *ames on your te)evisionG Or *ettin* #ee%)y c(anne) sc(edu)es ri*(t on t(e T- screen #it( syno+ses of +ro*rammesG Interactive features on Tata S%y ma%e a)) t(is and more +ossi')e& Keatures )i%e Active STAR Ne#s7 Active Ne#sroom and Active 5(a'ar a))o# vie#in* mu)ti+)e c(anne)s on a sin*)e screen& Kor %ids t(ere is a s+ecia) Active .i; %ids )earnin* service& .it( +arenta) contro) functions itEs a)so easy to )oc% c(anne)s #it( s+ecia) PIN num'ers& Cu to(er er/ice and in%ra tructure u++ort Tata S%y (as set u+ a +an8India distri'ution net#or% of +o+u)ar consumer e)ectronic stores and mo'i)e +(one out)ets t(at retai) its (ard#are and +re+aid rec(ar*e vouc(ers& T(e com+any (as a)so tied u+ #it( 127 ITC Internationa) ,usiness Divisionand Indian Oi) Cor+oration to su++ort its distri'ution net#or%& Tata S%y underta%es insta))ation and servicin* of (ard#are at su'scri'ersE (omes7 ensurin* (i*( )eve)s of customer service& T(e com+any (as en*a*ed a fie)d force of :ua)ified +rofessiona)s com+)emented 'y mu)ti8)in*ua) customer service associates ade:uate)y trained to so)ve a)) customer +ro')ems&

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Vi ion
Tata S%y +)ans to )aunc( its DTH service #it( to+8of8t(e8)ine infrastructure and revo)utioni;e Indian entertainment t(rou*( its su+erior D-D :ua)ity +icture and CD :ua)ity sound& T(e service envisions toO

=Connect e/er$ te'e/i ion ho(e E(+o&er e/er$ te'e/i ion /ie&er Re/o'utioni1e ho(e entertain(ent>

Achievement
.it(in a s+an of one year7 Tata S%y (asO Esta')is(ed itse)f as t(e fastest *ro#in* Pay T- +)atform in India& Esta')is(ed Tata S%y as a trusted and +remium 'randO ac(ieved @A? 'rand a#areness #it(in t(e first six mont(s of )aunc(& Ex+anded its +roduct offerin* from 00 te)evision c(anne)s at t(e time of )aunc( to over 1D> c(anne)s and interactive services IActive 2ames7 Active S+orts7 Active STAR Ne#s7 Active 5(a'ar7 Active Ne#sroom and Active .i; %idsJ& 1aunc(ed Active .i; %ids7 t(e first8of8its8%ind education 'ased interactive service in t(e #or)d t(at teac(es c(i)dren t(rou*( )earnin* *ames&

95

Set u+ state8of8t(e8art di*ita) infrastructure inc)udin* an u+)in% centre in 2ur*aon and t(ree (i*(8end DCxA ca)) centres in Hydera'ad7 $o(a)i and Pune su++ortin* 11 )an*ua*es IEn*)is(7 Hindi7 $arat(i7 2u3arati7 Pun3a'i7 $a)aya)am7 5annada7 Tami)7 Te)e*u7 Oriya and ,en*a)iJ&

Ex+anded its distri'ution net#or% from N>> to#ns and 1>7>>> dea)ers at t(e Time of )aunc( to C70>> to#ns and N>7>>> dea)ers across t(e country and o+eratin* t(rou*( DC0 exc)usive distri'utors&

Simu)taneous)y trained 0>>> +eo+)e in a s+an of = mont(s across 1@> cities It(e )ar*est cor+orate trainin* initiative in IndiaJ& ,ecome t(e *o)d standard in customer serviceO ac(ieved *)o'a))y 'est8 in8c)ass Idura')e and te)ecom industriesJ customer satisfaction scores& Introduced first8time ever interactive te)evision +romotions across +o+u)ar te)evision c(anne)s inc)udin* Sony IIndian Ido) (i*()i*(ts on8 demandJ7 STAR& Current Situation ? SWOT Ana'$ i

95

SWOT Ana'$ i

@A Stren*th

1& 1evera*in* on 'rand TATA and Hi*( 'rand reca)) D& Tec(no)o*ica) ex+ertise #it( Ne#scor+/s DTH arm S%y N& Su+erior Picture :ua)ity C& 1eads in introducin* ne# +ac%a*es B Services 0& Customer service =& Rura) +enetration t(rou*( ITC E8C(ou+a) and 2odre3 Aad(ar A& Interactive c(anne)s and +ro*ram *uides @& Innovative Product offerin* Tata S%y P)us

BA Wea.ne e
1. Second $over after Dis( T- #(o ca+tured $ar%et S(are 2. Cannot matc( free service )i%e DD 3. Current)y Does not offer free Set To+ ,ox )i%e Dis( T4. 1iti*ation due to issues re)ated to s+orts c(anne)s #(ic( it )ost 5. De+endency on 'roadcaster and (ad issues #it( Sun T-

:A O++ortunitie

95

1& 1ar*er dis+osa')e incomes #it( India D& Ta++in* nic(e mar%ets #it( ,etter service and Product offerin* N& Ex+ansion of distri'ution net#or% t(rou*( exc)usive store C& Interactive advertisin* " Tie u+ of #it( Samsun* 0& Increase in num'er of T-s so)d =& Increase in t(e *eo*ra+(ica) 'oundaries #it( Rura) $ar%et unta++ed A& 2ro#in* demand for :ua)ity of service in t(e form of DTH over Ca')e @& CAS 'ein* made Com+u)sory #ou)d encoura*e s#itc( H& -a)ue Added Services are *ainin* steam&

CA Threat
1& D& IPT- +rovides su+erior tec(no)o*y if im+)emented Ca')e Set to+ ,oxes +rovide easy s#itc(in* due to ne*)i*i')e s#itc(in* costs N& Increasin* Com+etition interna))y C& De+endency on CPE su++)iers to some extent 0& Hi*( de+endence for trans+onders on ISRO =& De+endency on 'roadcasters for t(eir c(anne) content and t(us increase in cost A& -ideocon may enter DTH 'y 'ui)din* its o#n set to+ 'oxes& @& No Exc)usivity in Content and Ru)e of P$ust Carry/ H& Ca+ on Investment ID>?J 1>& Intero+era'i)ity Re*u)ations 11& Ca+ on forei*n Investment ICH?J

95

7roduct Matrix
TATA S%y/s tar*et customers inc)ude various strata of t(e society7 #it( different service +ac%a*es avai)a')e to eac( one& To im+rove its +erformance in t(e com+etitive DTH mar%et7 TATA S%y mana*ement s(ou)d assess its 'rand +ositionin* amon* its tar*et se*ment 'y esta')is(in* a distinctive ima*e for t(e com+any com+ared to com+etin* com+anies& ,ut t(ese initiatives +resents c(a))en*es7 #(ic( TATA S%y is current)y facin* s:uee;ed 'y risin* costs7 s+oradic nature of demand7 and re)ent)ess do#n#ard +ricin* +ressure due to com+etition& Addin* to it7 s)ac%enin* of demand7 and (i*(er interest rates are not #e)come si*ns for it& .it( t(is in mind7 TATA S%y s(ou)d try to 'e ra+id8+aced and (i*()y com+etitive& To counter t(ese c(a))en*es and sti)) 'e +rofita')e7 #e (ave tried to su**est various strate*ies 'ased on #(at #i)) suit demands in t(e Indian mar%et and its consumer 'e(aviour to increase TATA S%y mar%et s(are&

95

Current ituation

Tata S%y crossed t(e t#o mi))ion connections mar% in a +eriod of D> mont(s7 t(us retainin* its +osition as t(e %a te t *ro&in* direct?to? ho(e er/ice +rovider across t(e *)o'e&

T(e (ar.etin* )ud*et t(at TATA S%y 'e*un #it( #as 10? of sa)es& T(is inc)uded around 0? for advertisements7 A? discounts and +romotions and 1? s+onsors(i+s&

Current)y TATA S%y (as ro+ed in Aa(ir Khan as its 'rand am'assador& Aamir 5(an #ou)d feature in a)) TATA S%y 'rand and +roduct communication7 inc)udin* advertisements in T-7 +rint and radio&

Kurt(er7 tie u+s #it( ITC E?Chou+a' and 6odreD Aadhar *ive it #ider rura) reac(& A)so for its distri'ution7 TATA S%y (as a tie u+ #it( ITC Internationa) ,usiness Division&

T(e BCXE *uruAco( (as 3oined (ands #it( TATA S%y to +rovide content for Active 1earnin*&

Tata S%y (as ado+ted a :;< de*ree (ar.etin* ca(+ai*n a++roac( t(at enca+su)ates te)evision7 +rint7 outdoor and radio a)on* #it( on8 *round activities and mar%etin* on t(e di*ita) +)atform&

95

 Tata S%y +)ans tie8u+s #it( Sony Pictures7 Kox for content8 7a$ +er Vie& service for exc)usive events&

@A 7roduct
Tata S%y )aunc(es itse)f as a DTH services re:uirin* a Dis(7 A set to+ 'ox and net#or% access card +er te)evision& 1ater variant )i%e Community dis( for entire 'ui)din* #ere )aunc(ed& 1atest t(e Tata S%y P)us #it( Persona) -ideo Recordin* tec(no)o*y (as 'een )aunc(ed& -arious services +rovided 'y

TATA S.$ inc'ude3

Active Services Active Coo%in* Active Stories Active Ne#sroom Active Dars(an Active .i;5ids Active S+orts Active 1earnin* Active 2ames Active Astro)o*y

Parenta) Contro)

95

 Searc( and Scan ,anner 2uide Iinc)udin* Hindi Dis+)ayJ Customer Service8 DC x A (e)+& Su++ort in 11 )an*ua*es

4actor A%%ectin* Con u(er )u$in* 9eha/iour 3

1& 7rice3 Tata S%y (as offered com+etitive +ricin* 'ut (as 'een on t(e (i*(er end and its due to +romotiona) cam+ai*ns it (as added in incentives )eadin* to increase in customer 'ase& In searc( of ne#er audiences in sma))er to#ns7 DTH o+erator Tata S%y is introducin* a ne# Rs HH +ac%a*e R Su+er Hit Pac% D& Cu to(er Ser/ice 3 Tata s%y offers an exce))ent #e'site and dedicated customer )ine& T(ey (ave t(e conce+t of re*istered mo'i)e num'er +rovidin* easy communication& ,ut t(eir Customer service )ines are a)#ays 'usy and t(e #aitin* +eriod is usua))y very )on*& T(is may 'e an irritant for existin* customers& N& Rece+tion3 T(e rece+tion is usua))y exce))ent in com+arison to existin* ca')e T-& ,ut durin* monsoons and C)oudy days t(ey are affected& T(e rate of si*na) distortion is more for Community dis(es in com+arison to Individua) dis(es& T(is tec(nica) +ro')em s(ou)d 'e sorted& C& 7ro*ra( Choice 3 After )iti*ations7 Tata s%y is a')e to offer (u*e 'ou:uet of c(anne)s 'ut it is sti)) )ess com+ared to t(e Ca')e T-& T(ey

95

s(ou)d ensure extensive +ro*ram c(oices to induce s#itc(in* from Ca')e to DTH 0& Ne& Techno'o*$3 Tata s%y P)us is an initiative in t(is direction& -arious services under Active are +art of t(is Tec(no)o*y *ame& ,ein* a interactive and dynamic offerin* #ou)d increase its a++ea)& 6. Technica' Su++ort3 Tec(nica) su++ort system of Tata s%y is #e)) esta')is(es& If a DC (rs )imit can 'e +rovided for a)) com+)aints and #or% on P(o)idays/ #(en +eo+)e are *enera))y (ome cou)d 'e so)d as a SP&

Tata S.$ a a +roduct ha e/o'/ed %ro( the ti(e to ince+tionA 4urther to enhance the +roduct, ne& er/ice and techno'o*ie can )e i()i)ed 'i.e3

1& Common Dis( +er (ouse for $u)ti+)e Te)evision sets D& Co()ined 7roduct &ith Te'e/i ion 8 Rura) Areas 7 es+ecia))y and Nic(e Se*ment Tar*etin* if Com'ined #it( 1CD/s N& Connectivity #it( ot(er di*ita' Monitor )i%e 1a+to+s for Commercia) sa*e C& 6uide can 'e dis+)ayed in $u)ti+)e Re*iona) 1an*ua*es

95

0& -oice over in Mu'ti+'e 5an*ua*e ICurrent)y )imited avai)a'i)ity in for some +ro*ramsJ =& Interactive Video 6a(e I#it( conso)J A& Inc)usion of Radio Rece+tion& Deve)o+ment of Vi ua' Radio service& @& -ariety in Mo/ie 5i tin* #it( ,o))y#ood7 Ho))y#ood and Re*iona) C(anne)s H& S+ecia) c(anne)s for Son*s Re:uest )i%e Fu.e)ox cou)d 'e )aunc(ed 1>& Stoc. Mar.et re)ated interactive service on Active

BA 7rice

Com+etition (as increased may fo)d #it( com+)etion +rovidin* free'ies and s)as(in* +rices& T(e fo))o#in* +rice re)ated strate*ies cou)d 'e ado+ted7 #(ic( may )ead to a s(ort term )oss 'ut a medium term 'rea% even and +rofitO 1& 4ree Set To+3 Ko))o#in* t(e )ine of Dis( T-7 Set to+ ,oxes can 'e *iven free #(i)e ensurin* )oc% in 'y +rovidin* 'ase +ac% free for )imited time duration7 t(us inducin* u+date to next )eve)&

95

D& 5oc. in o% @ $ear3 Ensure )on* term )oc% ins 'y +rovidin* incentives for +re +ayment of )on* term c(ar*es& Continue #it( current strate*y of +rovidin* D mont(s free on +ayment of 1> mont(s services& N& Mu'ti+'e Connection 3 Provide discounts for consumers 'uyin* second Tata S%y Connection Iu+ to 0>? offJ C& Encoura*e Re%erence 3 Provide discounts on $ont()y c(ar*es if reference from existin* consumer 'ecomes a ne# customer& 0& Re*iona' !i +arit$3 Provide free re*iona) +ac%s in )oca) areas to ensure s#itc( from Ca')e T- to DTH service7 i&e& +rovide free sout( Jum'o +ac% for customers in a)) Sout(ern States& =& Co((unit$ !i h3 Provide Incentives in t(e form of Kree $ont(s c(ar*es for first N8= mont(s and reduce t(e Insta))ation c(ar*es +er f)at& A& 7a$(ent O+tion 3 A))o# mu)ti+)e +oints of +ayment7 ensurin* time)y +ayment and convenience to t(e customer " Credit Card t(rou*( .e'site Iim+)ementedJ7 Pre Paid cards from Retai) s(o+s to 'e activated usin* Te)e+(one IIm+)emenetedJ and Dro+ ,oxes at Societies& @& 7o t+aid3 Some c)ients de+endin* u+on fe# 'ac%*round c(ec% criteria can 'e *iven ,i))in* service i&e& Payment at end of $ont(

95

:A 7'ace

State
$a(aras(tra 2u3urat 5arnata%a ttar Prades( Tami) Nadu Pun3a' Orrisa .est ,en*a) 5era)a Andra Prades( Ra3astan Assam $ad(ya Prades( Ot(ers Tota)

Share (G)
1D&1 1>&0 A&D =&H =&= =&C 0&N C&A C&= C&= C&0 C&> N&@ 1@&@ 1>>

C)ear)y7 t(ere is a )ot of sco+e of increase in t(e num'er of customers across a)) t(e states& 1oo%in* at t(e current distri'ution system t(at Tata S%y (as ado+tedO

95

Inc'udin* the 'oca' ca)'e o+erator a di tri)utor &ou'd )e an extre(e'$ u e%u' &a$ o% reachin* out to the tar*et (ar.et3 a& Staff of ca')e o+erators 'e made t(e distri'utors for Tata S%y Ifami)iarity #it( +eo+)eJ '& A)) distri'utors 'e *iven a status of Tata S%y em+)oyees c& Attractive o+tions 'e *iven to t(em to 'ecome distri'utors

Another %ocu cou'd )e the rura' (ar.etA A sna+s(ot of t(e rura) mar%etO a& 1HH mi))ion tota) (ouse(o)d in India '& 11H mi))ion I=>? of tota) (ouse (o)dsJ T- (ouse(o)ds c& 0> mi))ion are (avin* Ca')e d& 00 mi))ion T- sets in rura) area

95

e& Rura) T- (ouse(o)ds *ro#in* 'y N8C mi))ion eac( year& f& On)y D8N ? of rura) (ouse(o)d (ave access to Ca')e *& 2ro#in* focus to#ards more sate))ite c(anne)s Strate*ie %or the rura' ector can )e3 a& Customi;in* offerin* '& Com'ination of various nationa) c(anne)s #it( re*iona) c(anne)s c& Educationa) Pac%a*e d& A++ointin* t(e vi))a*e (ead as Distri'utor and t(e +romoter as t(e vi))a*ers tend to )isten to vi))a*e (ead e& T(is can 'e su++)emented 'y *ivin* t(e connection to vi))a*e (ead free for initia) +eriod

Another a/enue that can )e ex+'ored i Mini 2 Theatre (C'a 9 to&n )

a& Settin* u+ $ini " T(eatres in rura) sector to +romote t(e Product '& Events )i%e Cric%et matc(es7 movies etc& c& T(ese $ini " T(eatres can 'e t(e Point of Sa)es for Tata S%y

95

CA 7ro(otion
T(e +romotiona) strate*ies su**ested areO 1& Pac%a*es for S+ecia' E/ent )i%e t(e cric%et .or)d Cu+ D& Tar*etin* Tata e(+'o$ee cou)d 'e a usefu) #ay PR +romotin* t(e +roduct N& 2ive t(e o+tion of in ta'(ent and ot(er +romotiona) sc(emes to t(e ne# users C& Tie u+ #it( rea' e tate de/e'o+er to tar*et t(e ne# constructions a& T(e num'er of o)d 'ui)din*s 'ein* demo)is(ed and 'ein* reconstructed are a)so on t(e rise& T(is cou)d 'e a ma3or tar*et for +romotions 0& !oor to door (ar.etin* s(ou)d 'e used to (ei*(ten t(e a#areness )eve)s as #e)) =& 1oca) 2ames S+on or hi+ can a)so 'e used to increase t(e a#areness )eve)s A& Anot(er #ay cou)d 'e usin* t(e +rominent +art of t(e ,ui)din* for +)acin* "oardin* of Tata S%y AdsO a& Kindin* t(e strate*ic 'ui)din* in t(e )oca)ity

95

'& Consideration can 'e in form of cas( +ayment to t(e Housin* society c& Providin* free connections to House(o)ds in t(ese 'ui)din*s @& Anot(er ne# avenue t(at can 'e ex+)ored is the rai'&a$ tation O a& Posters on rai)#ay station roofs '& Tic%ers at $a3or su'ur'an Rai)#ay stations H& se of Internet8 A++)ications #(ic( invo)ve s(arin* of videos on (o# one consumes T-7 'enefits of DTH over ca')e T-7 etc& across socia) net#or%in* sites )i%e Or%ut7 i'i'o7 etc& 1>& 0E.?+e?Teen and !o?+e?7aanchE t(e offer entai)s t(ree mont(s of free su'scri+tion on t(e +urc(ase of one connection7 and five mont(s of free su'scri+tion on +urc(ase of t#o or more connections& 11& Tata S%y )aunc(ed an interacti/e *a(e 8ui1 featured around $S D(oni to coincide #it( t(e T#entyD> .or)d Cu+& In t(e +ast7 t(e DTH o+erator (as 'een test8+i)otin* feature 'y runnin* severa) contests around +ro*rammes and t(e interactive features #ere made avai)a')e to its customers&

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MARKET SEGMENTATION

6eo*ra+hic e*(entation
In terms of *eo*ra+(ica) )ocation7 Nort( India and .estern India to*et(er contri'ute over @ mi))ion DTH su'scri'ers7 #(i)e t(e sout(ern mar%et contri'utes N mi))ion& T(e states of $a(aras(tra7 2oa7 Pun3a'7 ttar Prades(7 and Ra3ast(an are t(e )eaders in DTH su'scri+tion7 contri'utin* over =&0 mi))ion DTH connections to t(e overa)) 'ase& Ur)an and Rura'3 In order to cater to t(e diverse taste and needs of 'ot( ur'an and rura) +eo+)e o+erators +rovide entire)y different ran*e of services and offerin*s& In rura) areas7 f)eet of vans for demos7 insta))ation as #e)) as se))in* (ard#are and +re8+aid vouc(ers are 'ein* used& $ost +)ayers are 'ui)din* u+ t(eir su'scri'er 'ase 'y tar*etin* vie#ers outside t(e 'i* cities7 #(ic( su**ests t(at a'out => +er cent of DTH su'scri'ers reside in rura) areas and to#ns #it( a +o+u)ation under a mi))ion&
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Re*ion and State 3 DTH service +roviders *ive s+ecia) offers #(ere re*iona) and s+orts c(anne)s are vie#ed t(e most& Si)ver su'scri+tion avai)a')e in Tami) Nadu7 5era)a 5arnata%a B Pondic(erry on)y7 u)timate s+orts 'onan;a offer 8 Rs DCH> #it( 1D $ont(s of Si)ver su'scri+tion avai)a')e in And(ra Prades( on)y&

!e(o*ra+hic e*(entation A6E and 6EN!ER3 $ost of t(e +)ayers in DTH offer nic(e c(anne)s to create a uni:ue and excitin* offerin* for its vie#ers of every a*e and *ender se*ment& DTH industry main)y concentrates on #omen #(o don/t )i%e missin* t(eir dai)y soa+ and ne#s more ever #omen are a')e to )earn En*)is( s+ea%in* #(ic( is a very s+ecia) feature of DTH& DTH a)so concentrates on c(i)dren a)so 'y +rovidin* t(em *ames7 dictionary7 some discovery videos s+ecia))y in'ui)t7 mat(/s7 and science and socia) %no#)ed*e& It a)so focuses on o)d +eo+)e as it (as u+dated videos of various (o)y and re)i*ious +)aces& Exam+)e8 Dis( Trecent)y )aunc(ed PC(i)dren Ki)ms Kestiva)/ #it( a 'ou:uet of over D0 su+er8(it fi)ms across various cate*ories +riced at Rs& D0Q8 +er movie& t(us tar*etin* t(e c(i)dren se*ment& ,esides t(is va)ue added services )i%e 2ames Active7 ,(a%ti active services etc carters to needs of customers from various a*e *rou+s and *ender&

INCOME3

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DTH service +rovider *ives various rec(ar*e o+tions to consumer accordin* to t(e income )i%e si)ver +ac%7 *o)den +ac%7 diamond +ac% etc& 9eha/ioura' Se*(entation OCCASIONS3 DTH o+erators come out #it( ne# offers of c(anne)s or ne# 'uyer sc(emes at re)ative)y c(ea+er rates on occasions of festiva)s or ma3or s+orts events& Kor exam+)e it offers 'enefits to customers )i%eO In a cric%et matc( c(oosin* t(e )an*ua*e of t(e commentary7 camera an*)es7 %no# +)ayer statistics and #atc( matc( (i*()i*(ts at our #i))

7orter> H %orce
95

orce

9ar*ainin* 7o&er o% Su++'ier 2 "i*h

DTH re)ies on t(ree ma3or su++)iersO Customer Premise E:ui+ment " Sate))ite dis(7 Set to+ 'ox and Access card7 5u ,and Trans+onder and content& ,ar*ainin* +o#er of DTH o+erator #it( CPE su++)ier (as increased due to su++)y& Trans+onder is +rovided 'y Astrix7 ISRO (ence de+endency exists and due to no re*u)ations in c(anne) +ricin*7 DTH o+erators are at mercy of ,roadcasters&

9ar*ainin* 7o&er o% 9u$er?"i*h

Consumer (as t(e +o#er to c(oose in t(is industry #it( variety& n)ess +)ayers can differentiate a*ainst eac( ot(er7 t(e mar%et s(a)) remain most)y (omo*eneous& Customers #i)) (ave (i*( 'ar*ainin* +o#er and #i)) 'e inf)uenced 'y costs versus services&

Threat o% Su) titute ? Mediu(

DTH faces ma3or com+etition from Terrestria)7 Ca')e B IPT-&

95

!oordar han is #or)d/s )ar*est Terrestria) 'roadcaster #it( over 1C>> transmitters and coverin* @@? of India *eo*ra+(ica) area& T(ey offer Di*ita) service in co))a'oration #it( ,,C resources& T(is #ide reac( and )o# cost a++roac( are offset 'y its )ac% of attractive content&

Ca)'e TV o+erates in D modesO CASS$etrosT#(ic( re:uires

se+arate set to+ 'ox and Non Addressa')e system& T(e cost varies from Rs& 1>> " Rs& N0> to customers de+endin* u+on )ocation& Due to its +(enomena) reac(7 t(ere is 'ound to 'e a resistance from 1oca) Ca')e o+erators&

I7TV is service #(ere te)evision si*na)s are di*ita))y sent over

Te)ecommunications )ine& $TN1 B ,SN1 +)an to ta+ t(is )ine& Even #it( strict re*u)ations Inot yet enforcedJ it is a considera')e t(reat due to its ne#)eve) of interactivity&

Threat o% Ne& Entrant ? 5o&

.it( A +)ayers in t(e DTH s+ace7 t(reat of ne# entrants is re)ative)y )o# due to enou*( com+etition& 2ettin* a )icense is re)ative)y )o# 'ut

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issues re)ated to +ricin* of CPE and *ettin* re:uired trans+onders& A)so first mover advanta*e exists in t(is industry&

Co(+etiti/e Ri/a'r$? Mediu(

.it( A +)ayers esta')is(ed in t(e mar%et inter firm riva)ry is intense&

DD offers free service 'ut (as a very sma)) 'ou:uet of c(anne)s& Dis( T- *ot first movers advanta*e and (as a (i*(est mar%et s(are in t(e mar%et& T(e ne# +)ayers (ave very 'i* 'rand names and (ave started #it( extensive +u')icity& T(ere is a)so com+etition #it( res+ect to ac:uirin* content& T(ere are a)so re*iona) discre+ancies&

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Threat of New Entrant LOW DTH market ! a"rea#$ %row#e# w th 7 &"a$er!

4ar1a n n1 &ower of 4($er! H-.H Lot! of o& n on 5 !()!t t(te! 2r %e !en! t 6e )($er -nter 7 rm + 6a"r$ *E+, H-.H 2r %e War! L t 1at on!

4ar1a n n1 &ower of '(&&" er! *E+, H-.H Tran!&on#er! 0 *er$ H 1h /2E '(&&" er! 0 Low /ontent 0 *er$ Low

Threat of '()!t t(te! *E+, H-.H /a)"e T* 0 *er$ H 1h -2T* 0 H 1h Terre!t a" 3 Low
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!T" Indu tr$ 2 4i/e 4orce Mode'

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7RO!UCT COM7ARISON
@A TATA SKY
Tata S.$ 4eature 3
Joint venture #it( Internationa) DTH ,rand8S%y7 famous for its ex:uisite tec(no)o*y& niform vo)ume )eve) across a)) c(anne)s

Sta')e set8to+8'ox #it( )ess 'u*s or issues Provides *ood Customer service and after8sa)es su++ort Exc)usive access to some aut(entic internationa) c(anne)s )i%e ,,C entertainment7 Cee'e'ies Tata S%y Product Revie# Tata S%y (as made constant innovation and tec(no)o*y en(ancements #(ic( are t(e main reasons t(at t(e com+any cou)d +rovide a very sta')e set to+ 'ox&

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As a resu)t its customers (ave to #orry )ess a'out t(e maintenance issues re*ardin* t(e Set8To+ ,ox&

Anot(er im+ortant feature #(ic( can 'e of *reat va)ue to t(e customer is 8 t(e uniform vo)ume )eve) across a)) c(anne)s&

T(is feature ensures t(at t(e customers don/t (ave to #aste time on ad3ustin* t(e vo)ume )eve)s as t(ey surf t(e c(anne)s&

Tata S%y (as customi;ed its +ac%a*es #(ic( ena')e t(e customer to c(oose and +ay for on)yt(ose c(anne)s #(ic( t(ey re:uire&

Tata S%y +rovides exce))ent +ictureQaudio :ua)ity&

Tata S%y a)so +rovides insta))ation services #it(in DC (ours of t(e +urc(ase of t(e +roduct

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BA RE5IANCE 9I6 TV
Re'iance 9I6 TV 4eature 3

Re)iance ,i* T- uses $PE28C tec(no)o*y #(ic( can carry more num'er of c(anne)s

2ood +icture and audio :ua)ity

T(e com+any ma%es its +ac%a*es cost effective 'y +rovidin* )ots of c(anne)s in 'ase +ac% itse)f&

It a)so +rovides a feature of vie#in* 1D c(anne)s at a time on sin*)e screen

2ood +erformance even durin* t(e monsoon season& Re)iance ,i* T- Product Revie#

Re)iance ,I2 T- is a cost8effective service #(ose 'ase +ac%a*e comes #it( )ar*e num'er of c(anne)s&

T(e customers *et to se)ect re*iona) +ac%a*e 'ased on t(eir )an*ua*eQre*iona)Qcu)tura) +references&

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T(is entit)es t(e customer to *et an o+tion to ma%e a +ac%a*e (avin* 'ase +ac%a*e and any one of t(e re*iona) )an*ua*es )i%e %annada7 ma)aya)am7 te)u*u7 (indiQPun3a'i or oriyaQ,en*a)i Pac%a*es

& T(e set8to+ 'ox of ,i* T- is )itt)e unsta')e& T(is acts as a disadvanta*e for t(e customers Kor t(e insta))ation of t(e set8to+ 'ox t(e customer (as to #ait for N8C days from t(e time of Purc(ase

:A AIRTE5 !I6ITA5 TV
Airte' !i*ita' TV 4eature 3
Airte) di*ita) tv (as *ood D-D Uua)ity +icture and CD :ua)ity It +rovides a universa) remote #(ic( #or%s 'ot( #it( T- and Set to+ 'ox

95

One of t(e ma3or features of Airte) di*ita) is t(at it exc)usive)y offers .or)d8s+ace sate))ite radio c(anne)s&

T(e set8to+ 'ox +rovided 'y Airte) Di*ita) is S)ee% and sty)is(

It +rovides 'etter connectivity as +rovides a )ar*er dis( antenna

Airte' !i*ita' TV 7roduct Re/ie&3

A)t(ou*( Airte) Di*ita) is a )ate entrant in DTH s+ace it (as come u+ #it( a com+)ete)y f)a#)ess D-D :ua)ity +icture and sound& At t(e time #(en t(e ot(er +)ayers #ere +rovidin* different remotes for set to+ 'ox and te)evision 7 Di*ita) Tv (as com+)ete)y undone t(at issue 'y comin* u+ #it( universa) remote& It +rovides a s)ee% and sty)is( )oo%in* set to+ 'ox&

It a)so +rovides exc)usive access to .or)d8s+ace c(anne)s

.(i)e Airte) Di*ita) tried to differentiate its +roduct from t(e rest t(e (i*( cost associated #it( it acted as a 'i* ne*ative as+ect for t(e com+any

T(e are many ot(er +)ayers in t(e mar%et +rovidin* )ots of c(anne)s at a )o#er +rice7 Di*ita) T- 'y Airte) stands out as a )ot cost)ier&

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4e& In%erence %ro( the a)o/e co(+ari on3

Tata S%y is t(e on)y DTH #(ic( +rovides uniform vo)ume )eve) across c(anne)s& Tata S%y and ,i* T- are 'etter c(oice for rainy areas 'ecause of 'i**er antenna si;e& Incase t(e customer is very se)ective a'out c(anne)s7 Tata S%y is t(e 'est fit as it (as )ots of sma)) +ac%a*es and add8on +ac%a*es so t(at t(e customers can customi;e t(e +ac%a*e as +er t(eir needs& To start en3oyin* DTH ex+erience from today7 *o for Tata S%y 'ecause t(at/s t(e on)y DTH #(ic( #i)) 'e de)ivered and insta))ed t(e same day after you +)ace t(e order

&

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7RO!UCT !I44ERENTIATION
Tata S%y )aunc(es itse)f as a DTH services re:uirin* a Dis(7 A set to+ 'ox and net#or% access card +er te)evision&

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Tata S%y as a +roduct +rovides to its customers a )ar*e 'ou:uet of c(anne)s at different +ricin* +ac%a*es& T(ese +ac%a*es are formed accordin* to ensure user convenience& Customers can se)ect any of t(e various attractive +ac%a*e of c(anne)s avai)a')e& T(us Tata S%y (as a)) features to com+ete #e)) #it( t(e existin* +)ayers in t(e mar%et& Ho#ever Tata s%y recent)y )aunc(ed a ne# variant ca))ed Tata S%y V& T(is +roduct contained some additiona) features over t(e ori*ina) Tata S%y& Tata S%yV is a +remium set8to+ 'ox #it( a +ersona) video recorder t(at a))o#s you to record u+ to C0 (ours of )ive T-& Tata S%yV *ives you t(e +o#er to record one +ro*ram #(i)e #atc(in* anot(er7 +ause a )ive te)ecast and even re#ind a T- +ro*ram t(at you are #atc(in*& T(us Tata s%y *ained an ed*e over its customers 'y ada+tin* Product Differentiation& To +rotect its existin* customer 'ase usin* Tata S%y7 it a)so introduced a s+ecia) offer of u+ *radation to t(e +remium +roduct at reasona')e cost& Kor its ne# customer t(e cost of Tata S%y P)us is *iven as 'e)o#O

Tata S.$ 7'u Co t

Rs @7HHH for t(e (ard#are IDi*icom+J V Rs 17>>> insta))ation B activation c(ar*es V Rs 0> +er mont( Tata S%yV usa*e fees V Cost of t(e c(anne) +ac%a*e&In order to stay a(ead of its com+etitors7 Tata S%y (as a)#ays fo))o#ed an a**ressive +romotion strate*y& .(en Tata S%y #as a'out to 'e )aunc(ed7 it earmar%ed a++roximate)y Rs

95

1&0 'i))ion for mar%etin* t(e DTH service across a)) +)atforms7 traditiona) and non8traditiona)& T(ey invested not on)y in t(e +i)ot $D Imu)ti8d#e))in* unitJ +ro3ects in some cities of India'ut a)so +)anned to educate an avera*e Indian a'out t(e advanta*es of a DTH service su++orted 'y t(e Tata/s and Star& A ma3or +art of t(e Rs 1&0 'i))ion mar%etin* 'ud*et #as +)anned to 'e s+ent durin* t(e festiva) season in India7 startin* )ate Se+tem'er and )astin* ti)) C(ristmas8Ne# !ear7 #(en consumers (ave a tendency to s+)ur*e on *oodies& $ean#(i)e7 a+art from Fee Turner fami)y of c(anne)s7 most ot(er ma3or T- c(anne)s found a +)ace on t(e Tata S%y +)atform

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O9FECTIVES O4 T"E 7ROFECT

It is o'vious t(at every tas% (as some o'3ectives& $y o'3ectives 'e(ind #or%in* on t(is +ro3ect areO

I&

Primary O'3ective
T(e main o'3ective of t(is +ro3ect is ma%in* t(e consumer a#are of HisQHer ri*(ts& To understand +enetration of various DTH and ca')e o+erators in 5a)#a B T(ane

II&

Secondary O'3ectives
To understand +references of T- -ie#ers of 5a)#a B T(ane re*ardin* DTH and Ca')e Services To understand +urc(ase criteria of customers for se)ectin* DTH or Ca')e Services To understand com+etition 'et#een various +)ayers

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 To Kind Out O++ortunity B T(reats In Indian DTH Industry& To Study T(e Reason ,e(ind 2ro#t( Of DTH $ar%et&

RESEARC" MET"O!O5O6Y

@A ORI6IN I 4ORMU5ATION O4 RESEARC" O9FECTIVE

It is t(e first and t(e most im+ortant sta*e in a++)ied researc(& T(e o'3ective of t(e +ro3ect is to %no# t(e consumer a#areness is ma%in* t(e consumer a#are of HisQHer ri*(ts& It means t(at consumers not or are a#are of +roducts or services7 its c(aracteristics and t(e ot(er mar%etin* PEs I+)ace to 'uy7 +rice7 and +romotionJ & At t(is sta*e7 I #i)) try to define fo))o#in* one t(in*<

Ti(e I S+ace )oundarie 3?

In t(is +ro3ect7 t(e time +eriod is 1st January7 D>>@ to 0t( marc(7 D>>@& T(e study is to 'e carried out +art time)y&

BA 4ORMU5ATIN6 O4 RESEARC" !ESI6N

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Researc( desi*n s+ecifies t(e met(ods and +rocedures for conductin* a +articu)ar study& Researc( desi*n is a +)an7 structure and strate*y of investi*ation so as to o'tain ans#er to t(e +ro')em&

Re earch de i*n are (ain'$ three t$+e A

Ex+'orator$ Re earch !e i*n3

Ex+'orator$ re earch desi*n focuses on discovery of ideas and *enera))y is 'ased on secondary data&

!e cri+ti/e Re earch !e i*n3 !e cri+ti/e re earch is more ri*id t(an ex+)oratory researc( and
see%s to descri'e users of a +roduct7 determine t(e +ro+ortion of t(e +o+u)ation t(at uses a +roduct7 or +redict future demand for a +roduct&

!e cri+ti/e re earch study is underta%en #(en t(e researc(er

#ants to %no# t(e c(aracteristics of certain *rou+s< *ender< education )eve)< income< occu+ation etc&

Cau a' Re earch !e i*n Cau a' re earch is underta%in* #(en t(e researc(er #ant to study
t(e cause and effect re)ations(i+s 'et#een t#o or more varia')es& It accom+)is(es t(is *oa) t(rou*( )a'oratory and fie)d ex+eriments& I am a++)yin* Descri+tive Researc( Desi*n< it means a ty+e of conc)usive

95

researc( t(at (as its ma3or o'3ective descri+tive of somet(in*& In t(is Descri+tive researc(7 I use )on*itudina) researc( to Study my +ro3ect7 as I m co))ect one time information from t(e un%no#n sam+)e&

:A SE5ECTION O4 SOURCES O4 !ATA

T(e c(oice of t(e source of data s(ou)d 'e accordin* to t(e o'3ective and suita'i)ity to t(e information re:uired& T(ere can 'e t#o main c)assifications of data sources&

Primary data Secondary data

Primary data means t(e data7 #(ic( is co))ected 'y t(e researc( for t(e first time< in t(is +ro3ect I am usin* t(is met(od 'y conductin* a fie)d survey& T(e secondary data is co))ected from artic)e from t(e internet site& T(e detai) re*ardin* secondary data is mentionin* in t(e 'i')io*ra+(y&

CA !ECISION ON !ATA CO55ECTION TEC"NIJUES

Once t(e decision in t(e favors of co))ection of +rimary data is ta%en7 t(e researc(er (as to decide t(e made of co))ectin* data&

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There are t&o (ode o% co''ectin* data& O'servation $et(od Survey $et(od

To co))ect information t(rou*( t(e survey met(od7 I (ad to se)ect t(e too) t(rou*( #(ic( I #ou)d *at(er information one c(oose t(e :uestionnaire& I am usin* survey met(od as t(e data co))ection form& T(e data #ere co))ected t(rou*( survey met(od 'y +ersona) intervie#&

"ence !ata co''ection too' i Jue tionnaireA

7ERSONA5 SURVEY
I am usin* t(is survey 'ecause of its suita'i)ity to my +ro3ect7 +ersona) survey is suita')e to my researc( and I #i)) *et an o++ortunity to meet consumer face to face& T(e descri+tion re*ardin* desi*ns t(e :uestionnaire is as fo))o#sO8

T$+e o% in%or(ation to )e co''ected3

I (ave decided to co))ect t(e information re*ardin* t(e consumer a#areness on tata s%y&

T$+e o% 8ue tion3

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I (ave used o+en8ended7 Ratin*7 Dic(otomous IyesQnoJ7 Sin*)e c(oice7 Sca)in* and mu)ti+)e c(oice :uestion in :uestionnaire

7hra in* 8ue tion3

I (ave used sim+)e )an*ua*e #(i)e formu)ation :uestionnaire so t(at t(e res+ondents do not confused&

Order o% 8ue tion3

T(e sim+)e :uestions #ere +ut in t(e startin* to ma%e t(e res+ondent fami)iar #it( t(e su'3ect and to *ain (is interest to fi)) u+ t(e :uestionnaire&

5a$out o% 8ue tionnaire3

I (ave +re+ared t(e :uestionnaire #(ic( can 'e read and inter+reted easi)y& T(e :uestionnaire as +re+ared usin* t(e front 4Times Ne# Roman6 #it( front si;e 41C6 #it( 1&0 )ine s+acin*&

HA SAM75E !ESI6N
1oo%in* at t(e vast *eo*ra+(ic area of t(e T(ane city7 I (ave se)ected t(e sim+)e random sam+)in* met(od for conductin* survey& (convince met(od to access easi)y& T(e sam+)in* met(od t(at I #i)) 'e c(oosin* is t(e +ro'a'i)ity& T(e sam+)e si;e for t(e survey is => ID> from eac( sectionJ
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;A OR6ANI-IN6 AN! CON!UCTIN6 T"E 4IE5! SURVEY

After +re+arin* t(e :uestionnaire and ta%in* t(e sam+)e decision t(e next ste+ is to or*ani;e and conduct fie)d survey& T(ere are D as+ect re)ated to survey #(ic( (ave to 'e considered& &

Intervie#in* Su+ervision of fie)d #or%

Inter/ie&in*3? As I am co))ectin* t(e information from t(e

+eo+)e& I am usin* fie)d survey for co))ect t(e data7 it is very necessary to su+ervise t(e fie)d#or% as t(e time +rovidin*& At some +)ace I *ot res+onses after C to 0 visit as in startin*& ,ut t(is a)so (e)+ed me to remove my fear of meetin* +eo+)e&

A& ANA5Y-IN6 T"E CO55ECTE! !ATA

Once t(e fie)d survey is over and t(e :uestionnaire (ave 'een received7 t(e next tas% is to a**re*ate t(e data in to a meanin*fu) manner to 'rin* out t(e main c(aracteristics of t(e data co))ection& It is necessary to inter+retation of data 'ecause fau)ty and im+rove data ana)ysis #i)) not *ive +ro+er insi*(t into t(e researc( o'3ect&

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Thi +ha e i di/ided in three a )e'o&K Edition

T(e first tas% in data +rocessin* is edition& It is t(e +rocess 'y #(ic( t(e data are +re+ared for su'se:uent code after revie# of :uestionnaire #it( t(e o'3ect&

Codin*
It is t(e +rocess of c)assifyin* t(e ans#er to :uestion into meanin*fu) cate*ories& T(e sym'o) used to indicate t(ese cate*ories are code #(ic( is systematic&

Ta)u'ation
Ta'u)ation com+rises of sortin* of t(e data into different cate*ories and countin* t(e num'er of cases t(at 'e)on* to easy cate*ories& I (ave used different ty+es of ta'u)ation and fre:uency distri'utions and different ty+es of *ra+(s for ana)y;in* t(e data co))ected for and used for t(e +ercenta*e met(od and CHI s:uare test for findin*s&

LA 7RE7ARIN6 T"E RESEARC" RE7ORT

I (ave used c(arts and ta')es are +re+ared usin* different co)ors and texture so t(at t(e findin* B ana)ysis can 'e inter+reted #it( )ess effort& T(e ty+ica) content of t(e researc( re+ort are formu)ated in a standard format #(ic( is as fo))o#O8

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 Executive summary Introduction of industry and com+any O'3ective of t(e +ro3ect Researc( met(odo)o*y 1imitation of t(e +ro3ect Ana)ysis Kindin*s of researc( ,i')io*ra+(y Annexure

5i(itation
T(e sam+)in* +)an #as 'ased on non8+ro'a'i)ity met(od and no scientific met(ods #ere ado+ted& Data co))ected may not 'e 1>> ? re)ia')e&

T(e universe se)ection and sam+)e si;e is not sufficient to re+resent t(e #(o)e +o+u)ation& Due to time constraint t(e survey (as 'een done on t(e 'asis of convenience& T(e data is 'een restricted to on)y 5(are*aon7 $anis(a Na*ar7 and 5ar#a)o Na*ar&

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ANA5YSIS O4 !ATA

T(e ana)ysis is re:uired to come on any conc)usion& T(is ana)ysis is made from t(e data co))ected from t(e Uuestionnaire7 #(ic( is fi))in* u+ 'y various consumers #(o are a#are and not a#are a'out TATA S5!& J?@A !o $ou &atch TV# A'out as%in* t(is :uestion I *ot t(e resu)t as fo))o#&

ANSWER !es No

RES7ON!ENT H0 0

7ERCENTA6E H0 0

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100 90 80 70 60 50 40 30 20 10 0

Yes No

Yes

No

So from t(is survey I (ave found t(at H0? of +eo+)e are #atc(in* Tand 3ust 0? of +eo+)e are not #atc(in* T-&

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J?B "o& %re8uent'$ $ou &atch the TAVA# W A'out as%in* t(is :uestion I *ot t(e resu)t as fo))o#&

ANSWER Re*u'ar'$ Rare'$ Once in &ee. T&ice in &ee.

RES7ON!ENT C0 D1 D1 1N

7ERCENTA6E C0 D1 D1 1N

45 40 35 30 25 20 15 10 5 0

Regularly Rarely Once in ee! " ice in ee! Regularly Rarely Once in ee! " ice in ee!

So from t(is survey I (ave found t(at C0? of +eo+)e #atc( Tre*u)ar)y and D1? of +eo+)e #atc( T- rare)y& .(ereas D1? B 1N? of +eo+)e #atc( T- Once in #ee% B T#ice in #ee% res+ective)y& JA: Which connection $ou u e %or $our entertain(ent#

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W A'out as%in* t(is :uestion I *ot t(e resu)t as fo))o#&

Ans#er DTH Doordars(an Ca')e Connection Internet Ot(er

Res+ondent C> 0 C0 0 0

Percenta*e C> 0 C0 0 0

45 40 35 30 25 20 15 10 5 0

#"$ #oor%ars&an 'a(le 'onnection )nternet *ny Ot&er #"$ #oor%ars&an 'a(le 'onnection )nternet *ny Ot&er

Krom t(is survey I (ave found t(at C0? of res+ondents +refer Ca')e Connection 'ut 0? of res+ondents sti)) +refer Doordars(an&

JAC Which !T" connection do $ou ha/eG A'out as%in* t(is :uestion I *ot t(e resu)t as fo))o#&

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DTH Services Tata S%y Dis( T,i* T-ideocon DDH Sun Direct

Percenta*e CD N0 1N 0 0

45 40 35 30 25 20 15 10 5 0

"ata S !y #is& "+ ,ig "+ +i%eocon #2$ Sun #irect "ata S !y #is& "+ ,ig "+ +i%eocon S un #irect #2$

Inter+retation
Tata S%y is t(e mar%et )eader #it( CD? of mar%et s(are7 fo))o#ed 'y Dis( T- and ,i* T- #it( N0? B 1N? of mar%et s(are res+ective)y& J?HA 4ro( &hich ource $ou co(e to .no& a)out Tata S.$ # W A'out as%in* t(is :uestion I *ot t(e resu)t as fo))o#&

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SOURCES

7ERCENTA6E O4 USERS

Ad/erti e(ent "oardin* Ne& +a+er Mouth 7u)'icit$

A1 1D D 10

80 70 60 50 40 30 20 10 0 *%-ertise.ent $oar%ings Ne s/a/er 0out& Pu(licity

Ne s/a/er 0out& Pu(licity *%-ertise.ent $oar%ings

T(us 'y t(ese ana)ysis of Tata S%y7 I (ave found t(at A1? of +eo+)e %no# a'out t(e Tata S%y com+any t(rou*( an Advertisement7 and 1D? 'y Hoardin* or ,anner& T(ere 10? of +eo+)e is (avin* a#areness 'y $out( +u')icity or communicatin* #it( ot(er +eo+)e&

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U&= Where did $ou o)tainM ta.e the connection %ro(#

A'out as%in* t(is :uestion I *ot t(e resu)ts as fo))o#s

5OCATION

7ERCENTA6E O4 USER

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Com+any S(o+ Exc)usive dea)ers -endor s(o+

0> D0 D0

50 40 30 20 10 0 ' o./any 12clusi-e S&o/ %ealers +en%or s&o/ ' o./any S&o/ 12clusi-e %ealers +en%or s&o/

As +eo+)e are more trusted to#ards com+any s(o+ so t(ey #ou)d )i%e to *et connection from com+any s(o+& And survey a)so te))s t(at 0>? connection #as ta%en from t(e com+any s(o+ #(i)e D0? of connections #ere ta%en from exc)usive dea)ers& Some +eo+)e are ta%in* connection from retai)ers or -endor s(o+s< t(ey 'e)ieve t(at from retai)ers t(ey #i)) *et se)ected num'ers& A)so I (ave seen in too many cases t(at t(ey #ere *ot t(e se)ected num'ers from t(e retai)ers #(ic( #ere not found in t(e com+any s(o+&

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JAE A"o& 'on* did it ta.e %or $our er/ice to *et acti/ated and %unction# W A'out as%in* t(is :uestion I *ot t(e resu)ts as fo))o#s

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TIME IN "OUR

7ERCENTA6E O4 USER

>D8>= >=81D 1D8DC A'ove DC Not sure

AC 1H >C >> >N

80 70 60 50 40 30 20 10 0 02306 & 06312& 12324& *(o-e 24 Not Sure 02306 & 06312& 12324& *(o-e 24 Not Sure

$ost of t(e services (as 'een activated #it(in >D8>= (ours of +urc(asin*& ,ut in case of )ate su'mission of documents or mis+)aced of documents it mi*(t ta%e more t(en 1D (ours& Researc( a)so su**ests t(at AC? of services (ad 'een activated #it(in >D8>= (ours of +urc(ased and it #as functiona) +ro+er)y& And on)y 1H? #ere ta%en more t(an >= 'ut )ess t(an 1D (ours to *et functiona)& .(i)es as I said t(at sometimes documents mi*(t 'e mis+)aced so mi*(t ta%e more time& And t(at C? su**est t(at 'ecause of

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mis+)aced of documents t(e activation mi*(t 'e de)ayed7 and N? of customers #as not sure or t(ey for*ot a'out t(ere activation +eriod&

JAL I% $e , then %or &hat +eriod $ou ha/e u ed the Tata S.$ er/ice# A'out as%in* t(is :uestion I *ot t(e resu)t as fo))o#

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7ERIO! RES7ON!ENT

RES7ON!ENT

1ess t(en mont( 1mont( to = mont(s + to year A'ove years

>> >C 1= N@

40 35 30 25 20 15 10 5 0 4 ess t&en .ont& 1.ont& to 5/ to year 6 .ont&s *(o-e years 4 ess t&en .ont& 1.ont& to 6 .ont&s 5/ to year *(o-e years

As +er t(ese ana)ysis one t(in% #(ic( is c)ear a'out Tata S%y t(at t(ere out 0@ customer N@ customers are usin* t(ese service from more t(an year or #e can say N8C years7 and 1= customers are usin* Tata S%y service u+ to year7 t(us t(e Tata S%y (as maintain t(ere *ood service a*ainst t(e customers7 t(at/s #(y t(e customers +refer t(is ,rand&

95

JAN Rate the %o''o&in* +ara(eter o% Tata .$ to other er/ice +ro/ider# W A'out as%in* t(is :uestion I *ot t(e resu)ts as fo))o#s&

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7ERCENTA6E O4 USERS

7ARAMETERS

Ver$ 6ood

6ood

A/era*e

7oor

Ver$ 7oor

Covera*e

H@

>D

-a)ue Added Services

00

C>

>0

Customer Services

H>

>@

>D

,rand Ima*e

H>

1>

Tariffs B Sc(emes

=0

D0

1>

95

95

100 90 80 70 60 50 40 30 20 10 0

' o-erage +alue *%%e% Ser-ices ' usto.er Ser-ices ,ran% ).age "ari66s 7 Sc&e.es ' o-erage +alue ' usto.er ,ran% "ari66s 7 *%%e% Ser-ices ).age Sc&e.es Ser-ices

In case of covera*e7 Tata s%y customer/s satisfaction is (i*(est& T(ere H@? of customers finds t(at t(e covera*e or net#or% is very *ood of Tata s%y7 and 3ust D? of users of Tata s%y t(in% t(at t(e covera*e for Tata S%y is *ood& In case of -a)ue added service of Tata s%y 00? of customers finds t(at t(e -a)ue added service is very *ood of Tata s%y 7 C>? of customers find t(at t(e Tata s%y is +rovidin* a *ood -a)ue added service and 3ust 0? of users of Tata s%y t(in% t(at t(e -a)ue added service for Tata s%y is Avera*e& In case of Customer service of Tata s%y H>? of customers finds t(at t(e Customer service is very *ood of Tata S%y7 @? of customers find t(at t(e Tata s%y is +rovidin* a *ood Customer service and 3ust D? of users of Tata s%y t(in% t(at t(e Customer service for Tata s%y is Avera*e&

95

In case of ,rand Ima*e7 Tata s%y customer/s satisfaction is (i*(est& T(ere H>? of customers finds t(at t(e ,rand Ima*e is very *ood of Tata s%y 7 and 1>? of users of Tata s%y t(in% t(at t(e ,rand Ima*e for Tata s%y is *ood& In case of Tariffs B Sc(emes of Tata s%y =0? of customers finds t(at t(e Tariffs B Sc(emes is very *ood of Tata s%y 7 D0? of customers find t(at t(e Tata s%y is +rovidin* a *ood Tariffs B Sc(emes and 1>? of users of Tata s%y t(in% t(at t(e Tariffs B Sc(emes for Tata s%y is Avera*e&

95

U&1> What> the rea on %or &hich $ou are not u in* Tata S.$# A'out as%in* t(is :uestion I *ot t(e resu)ts as fo))o#s&

REASONS

7ERCENTA6E O4 USERS

7oor Ser/ice Ex+en i/e Ser/ice 7oor Net&or. Other O+erator

>D 0@ >> C>

60 50 40 30 20 10 0 Poor Ser-ice 12/ensi-e Ser-ice Poor Net or! Ot&er O/erator

Ot&er O/erator Poor Ser-ice 1 2/ensi-e S er-ice Poor Net or!

95

T(us 'y t(is survey or researc( I (ave found some ne*ative +oints of Tata S%y t(at its service is )itt)e 'it ex+ensive t(en ot(er o+eratin* service in T(ane& T(ere (ere anot(er dra#'ac% is t(at com+any/s )i%e Airte)7 Re)iance and Dis( T- is a)so +rovidin* *ood service in t(e mar%et7 so C>? of customers are *ra' 'y ot(er o+eratin* service&

4indin* On ur/e$

$aximum Person %ee+ Tata S%y %it and rec(ar*e faci)ity&

A#areness of ne# connection and ne# rec(ar*e offers of Tata S%y is simi)ar to Dis( T- and Airte) Di*ita)&

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T(ere is a communication *a+ 'et#een t(e com+any and t(e customers& T(is doesnPt seem to 'e t(e case #it( ot(er DTH +roviders&

Avai)a'i)ity of vouc(ers )ie 'et#een +rice ran*es from Rs 1>> to 1>>>&

Avai)a'i)ity of vouc(er is one of t(e ma3or issues amon* Tata S%y dea)ers7 a++roximate)y C>? of +ersons in 5(are*aon7 $anis(a Na*ar7 and 5ar#a)o Na*ar facin* t(is +ro')em& Kor sma)) amount of rec(ar*e t(ey use vouc(ers7 'ut use ot(er modes of rec(ar*e for )ar*e amounts& Due to t(e s(orta*e of stoc% t(ey are not a')e to retain t(eir customer for )on* time&

EPRS system seems to 'e t(e most trou')esome rec(ar*e o+tion for Dis( T-&

Customer care service is considered to 'e very +oor as dea)ers often com+)ain of +ro')ems in rec(ar*e +rocess mana*ed 'y Tata S%y&

$any +ersons say t(ey recommend Tata S%y 'ecause t(ey *et t(e insta))ation done muc( faster in com+arison to Dis( T- B com+etitors #it( Tata S%y7 it ta%es u+ to D8= (rs&

T(e com+any (ave 'een a')e to %ee+ u+ t(e +romises made to t(e customers7 )i%e insta))ation and activation commitments are often not met&

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Connect 'et#een t(e Ca)) Center and t(e Service center is *ood&

Customer Care is reac(a')e on To))8Kree easi)y7 #aitin* time is com+arative)y )ess on to))8free num'ers Dis( T- c(an*es t(e +rice +)ans and offers more fre:uent)y as com+ared to ot(er DTH +roviders& T(is a)on* #it( im+ro+er communication confuses customers #(ic( 'ein*s do#n t(e consumer satisfaction )eve)s&

T(ere (as 'een a *ro#in* trend of Dis( T- customers and dea)ers 'ein* s(iftin* to ot(er ma3or 'rands )i%e Tata S%y and Airte) Di*ita) as t(ey +rovide 'etter va)ue added services )i%e after sa)e service7 rec(ar*e faci)ities and customer care&

Ot(er DTH 'rand +rovides 'est su++ort faci)ity7 :uic% rec(ar*e and insta))ation faci)ity7 #(ic( +rovides t(em #it( t(e com+etitive advanta*e&

2ood t(in* #(ic( i found in Dis( T- accordin* to dea)er feed'ac% is offer7 dea)ers and customer )i%e t(eir 'ut same time t(ey s(o#s un satisfaction #it( fre:uent c(an*es in offer&

S+ecific Comments ,y customersO8 aJ Due to t(e 'ad EPRS system of Dis( T-7 t(ey are not a')e to rec(ar*e (i*(er amount and as t(ey face suc( +ro')ems fre:uent)y7 t(ey try to recommend ot(er DTH 'rands to t(eir customers&

95

'J T(e dea)ers most)y +refer to se)) Tata S%y and Airte) 'ecause t(eir insta))ation system is very fast& A)so if dea)ers are committed to t(eir customers re*ardin* any s+ecific time )imit7 t(e ot(er DTH 'rands never )et t(em fee) do#n7 #(ic( (e)+s t(e dea)ers to %ee+ *ood re)ation #it( t(eir customers& cJ T(e dea)ers *enera))y se)) rec(ar*e vouc(ers of Tata s%y #ort( Rs 1)ac +er mont(7 'ut in case of Dis( T- t(ey on)y se)) vouc(ers #ort( Rs 081>%& T(e main reason 'e(ind it is )ac% of avai)a'i)ity and a)so +oor EPRS system& It too% )on* time to rec(ar*e& So dea)ers +us( its customer to#ards Tata s%y and Airte) Di*ita)&

dJ T(ere (as 'een +ro')em on t(e 'e(a)f of t(e distri'uters front7 distri'uter (ave 'een settin* t(ere o#n +rice and ne*otiatin* accordin*7 t(is (as 'een matter of )oss for t(e dea)ers in most t(e case t(e +rofit *ot is not u+ to t(e mar%&

RECOMME!ATIONS

T(e fo))o#in* +rice re)ated strate*ies cou)d 'e ado+ted7 #(ic( may )ead to a s(ort term )oss 'ut a medium term 'rea% even and +rofit&

1J Increa e a&arene 3
Since t(ere is )ac% in communication c(anne)7 it s(ou)d 'e tac%)ed #it( care and dea)ers s(ou)d 'e constant)y made

95

a#are a'out t(e offers and ne# +)ans t(rou*( meetin*s #it( com+any executives at re*u)ar interva)s&

DJ I(+ro/e +roce e and techni8ue 3

In order to ma%e rec(ar*e or activation +rocess more trans+arent and user friend)y7 t(e EPRS tec(no)o*y needs to 'e u+*raded consistent)y&

NJ 6i/e (ore /a'ue added er/ice 3

Since Tata s%y and Airte) (ave c)ear ed*e over va)ue added services )i%e free insta))ation DTH needs to mend its strate*y to face t(ese com+etition& One #ay of doin* t(is #ou)d 'e to offer at )east t(e same service as t(ese t#o com+etitors are tryin* to eat t(e mar%et s(are&

CJ I(+ro/e(ent in a%ter Sa'e Ser/ice 3

Arran*e +ro+er trainin* for customer care executives as Dis( T- )ac%s +ro+er after sa)e service&

0J Standardi1ed the +rice +'an and a/oid %re8uenc$ chan*in*

Kre:uent c(an*es in +rice and offers is +rovin* no *ood for Dis( T- as it is in #ay frustrates t(e customers #it( c(an*es in offers #it(out 'ein* informed a'out it& So Dis( T- needs to #atc( out for t(is and s(ou)d +re inform t(e customers a'out t(e offers and c(an*es #e)) in advance& T(is in a #ay7 I fee) #ou)d create more 'rand )oya)ty and

95

+reference&

=J Voucher A/ai'a)i'it$
$a%e +ro+er c(anne) of Distri'ution of vouc(er&

AJ Vi i)i'it$
Dan*)ers create more im+act on customer mind7 it a)#ays visi')e and +romote offer and (e)+ to reca)) 'rand resonance&

A' o,
4ree Set To+3 Set to+ ,oxes can 'e *iven free #(i)e ensurin* )oc% in 'y +rovidin* 'ase +ac% free for )imited time duration7 t(us inducin* u+date to next )eve)& Mu'ti+'e Connection 3 Provide discounts for consumers 'uyin* second Tata S%y Connection Iu+ to 0>? offJ Encoura*e Re%erence 3 Provide discounts on $ont()y c(ar*es if a reference from existin* consumer 'ecomes a ne# customer& 7a$(ent O+tion 3 A))o# mu)ti+)e +oints of +ayment7 ensurin* time)y +ayment and convenience to t(e customer Credit Card t(rou*(

95

.e'site7 Pre Paid cards from Retai) s(o+s to 'e activated usin* Te)e+(one and Dro+ ,oxes at Societies

Annexure
Uuestionnaire

J @ !o $ou &atch the TAVA#

95

!es

No

J B "o& %re8uent'$ $ou &atch the TAVA# Re*u)ar)y Rare)y

JA: Which connection $ou are u e %or $our entertain(ent#

Dis( T&-

Ca')e connection

Door Darsan

Internet

Any ot(er OOOOOOOOOOOOO

JAC Which !T" connection do $ou ha/eG

Tata S%y

,i* T-

Sun Direct

95

Dis( T-

-ideocon DDH

JAH 4ro( &hich ource $ou co(e to .no& a)out Tata S.$#

T-

Ho)din*s Re)atives

Advertisement

Ne#s +a+ers

JA; Where did $ou o)tainM ta.e the connection %ro(#

Com+any S(o+

Exc)usive dea)ers

-endor s(o+

JAE "o& 'on* did it ta.e %or $our card to *et acti/ated

95

and %unction#

>D8>= (rs >=81D (rs 1D8DC (rs

Not sure A'ove DC (rs

JAL 4or &hat +eriod $ou ha/e u ed the Tata S.$ er/ice 1ast 1 mont( 1ast = to 1D mont( 1ess t(en 1D mont( $ore t(an 1D mont(

JAN Rate the %o''o&in* +ara(eter o% Tata S.$ to other Ser/ice 7ro/ider#

95

7ERCENTA6E O4 USERS

7ARAMETERS

Ver$ 6ood

6ood

A/era*e

7oor

Ver$ 7oor

Covera*e

-a)ue Added Services

Customer Services

,rand Ima*e

Tariffs B Sc(emes

95

JA@<A What> the rea on %or &hich $ou are not u in* Tata S.$# Don/t #ant to c(an*e #it( re*u)ar service

95

Poor service Hi*( +rice 1o# si*na)s Additiona) faci)ity +rovided 'y ot(er o+erator Hi*( rent +er mont(

,i')io*ra+(y
(tt+OQQen&#i%i+edia&or*Q#i%iQTe)evisionXinXIndia (tt+OQQ###&indiandt(&inQ

95

 ###&sundirect&inQmediaDetai)s&+(+GmediaIdY1 (tt+OQQrea)info&infoQindex&+(+Gto+icY@1>&><to+icseen (tt+OQQ###&media8+artners8asia&comQm+ane#s1D>@>H&as+ (tt+OQQ###&mum'ais+ace&comQdt(Qairte)8dt(&(tm ###&sim+)yma)aya)ees&comQforumX+osts&as+GTIDY=H= (tt+OQQ###&te)evision+oint&comQne#sD>>HQne#sfu))story&+(+iidY1D0D CHHA=> (tt+OQQ###&coo)avenues&comQm'a83ourna)Qmar%etin*Qoutdoor8oo(8 c(an*in*8faceoutdoor8 advertisin*8india

(tt+OQQ###&artic)esnatc(&comQArtic)eQAna)ysis8Of8T(e8$edia8 Industry8In8 IndiaQHH0DAA

(tt+OQQ###&tatas%y&comQ#(y8tata8s%y&(tm)

(tt+OQQen&#i%i+edia&or*Q#i%iQTataXS%y (tt+OQQtec%&inQdt(8direct8to8(ome8tv8in8india8features8and8+rice8 com+arison&(tm)

(tt+OQQ###&tatas%y&comQ#(y8tata8s%y&(tm) (tt+OQQen&#i%i+edia&or*Q#i%iQTataXS%y

95