Tata sky

Tata sky

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  M.PHARM (QUALITY ASSURANCE)+MBA SEMISTER-I (2015-2016) SPP SCHOOL OF PHARMACY AND TECHNOLOGY MANAGEMENT ROLL NO: Q003 TATA SKY Incorporated in 2001, Tata Sky Ltd is a joint venture between Tata Sons and 21st Century Fox.Tata Sky endeavors to give a world class viewing experience by satellite television service. Tata Sky offers customers interactive services as well as a variety of channels ranging from entertainment, sports, movies, music, news and documentaries in HD quality picture and sound. Vision Tata Sky aims to revolutionize Indian home entertainment by empowering television viewers with Choice, Control, and Convenience through a wide array of programming choices and interactive features. PARTNERS Tata Sky has partnered with global leaders in the space of digital technology to bring a state- of-the-art satellite television service to India. Satellite: Tata Sky has leased all 12 Ku-Band transponders on ISRO’s Indian satellite, INSAT 4A, the most advanced and high-powered KU-Band communication satellite in the region, developed keeping in mind local requirements. The satellite enables Tata Sky to offer superior picture and sound quality with a wide range of channels. Business Support Software: A leading provider of technology solutions for pay television, NDS, played a key role in the end-to-end system architecture needed for launching the nationwide digital service. The NDS VideoGuard conditional access solution provides superior broadcast security and enables Tata Sky to offer multiple programming and pricing packages. IT: Tata Sky has invested in the best of breed technology infrastructure from Oracle, IBM, and Cisco. This infrastructure ensures maximum uptime, reliability, and scale. Software applications like CRM, billing, ERP are deployed in a clustered environment, which not only ensures high availability but also enriches the customer experience. Set top box: Tata Sky has partnered with Thomson, Humax, Huawei and Pace, world leaders in digital broadcast technology for building top-of-the-line set top boxes, customized specifically for the Indian markets. The technology’s feature rich design enables Tata Sky to deliver multiple programming, pricing packages and interactive services to its customers.
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  M.PHARM (QUALITY ASSURANCE)+MBA SEMISTER-I (2015-2016) SPP SCHOOL OF PHARMACY AND TECHNOLOGY MANAGEMENT ROLL NO: Q003 Systems Integration: Tata Consultancy Services (TCS): TCS is a Systems Integration partner for Tata Sky Ltd. It supports IT operations in the areas of billing, ERP and other customer care and employee related internal facing applications. Service Support: TATA Business Support Services Limited provides Contact Center Services to Tata Sky from 12 high-end call centers offering round-the- clock support in 13 different languages. TBSS offers Tata Sky Customer Care services right from managing Customer queries and complaints to Customer retention along with Back Office integration. TBSS also provides support for Installation and activation of DTH Connections, Tata Sky Partner support and Campaign management i.e. Cross selling and Up selling of products and services. CUSTOMER SERVICE NETWORK Tata Sky has established an extensive customer service network across the country. The company takes direct responsibility for installing and servicing the hardware at every subscriber's home, thereby ensuring the highest levels of customer service. The Tata Sky field force of approximately 3000 service installers are complemented by high-end 24x7 call centers, manned by multi-lingual customer service associates, trained to solve all customer problems. CORPORATE GOVERNANCE Policies - Whistleblower Policy TATA BRAND The TATA Group is one of India’s largest and most respected business conglomerates. Headquartered in India, the TATA group comprises over 100 operating companies in seven business sectors: communications and information technology, engineering, materials, services, energy, consumer products and chemicals. The Tata group’s core purpose is to improve the quality of life of the communities it serves and the Tata name has been respected for more than 140 years - trusted for its adherence to strong values and business ethics. SKY BRAND The SKY brand, owned by the UK-based British Sky Broadcasting Group, brings to Tata Sky the reputation of more than two decades of experience in satellite broadcasting. SKY is well known for the innovative products and services launched by BSkyB - such as DTH broadcasting in 1989, digital satellite broadcasting in 1998, interactive television services in 1999, the SKY+ personal video recorder in 2001 and SKY Go in 2011.
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  M.PHARM (QUALITY ASSURANCE)+MBA SEMISTER-I (2015-2016) SPP SCHOOL OF PHARMACY AND TECHNOLOGY MANAGEMENT ROLL NO: Q003 History Is a joint venture between the Tata Group, that owns 60% and STAR Group that owns a 30% stake. Tata Sky was incorporated in 2004 but was launched only in 2006. It currently offers close to 196 channels (as of December 2010) and some interactive ones; this count includes some numbers off HD channels offered by Tata Sky (as Tata Sky-HD) and interactive services also. In March 2010, Sun Microsystems partnered with Tata Sky to provide IT Infrastructure solutions and support for the launch of the company's direct-to-home (DTH) television. The company uses the Sky brand owned by British Sky Broadcasting. In October 2008, Tata Sky announced the launching of DVR service Tata Sky+ which allowed 90 hours of recording in an MPEG-4 compatible Set-Top Box. The remote is provided with playback control keys and is being sold with special offers for existing subscribers. After 2011, TATA Sky+ started selling only HD Version of TATA Sky+ know known as TATA Sky+ HD. In 2008, Singapore-based Temasek Holdings picked up 10% stake in Tata Sky from the Tata Group. This has diluted Tata's stake in the venture to 75%. STAR’s parent company, News Corporation, owns an International group of DTH businesses that include Sky Italia in Italy and Foxtel in Australia. Awards and Accolades ISO 27001: 2005 accreditation In March 2009, Tata Sky became the first Indian direct to the home (DTH) service provider to be awarded the ISO 27001:2005 accreditation, the benchmark for information security. ISO 27001:2005 is an international standard that provides specifications and guidance for the establishment and proper maintenance of an Information Security Management System (ISMS).
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  M.PHARM (QUALITY ASSURANCE)+MBA SEMISTER-I (2015-2016) SPP SCHOOL OF PHARMACY AND TECHNOLOGY MANAGEMENT ROLL NO: Q003 The success of the brand from a Marketing principle and theory SWOT ANALYSIS Strength · Leverage on brand TATA and high brand recall · Partnered with SKY Brand in the space of digital technology to bring a state-of-the- art satellite television service to India · Leader in introducing new packages and services · Rural penetration through ITC E-Chaupal and Godrej Aadhar · Innovative product offering TATA Sky plus · Adopted 360-degree marketing campaign that encapsulates television, print, radio and outdoor digital platforms · Tie-ups with Sony Pictures, Fox for content – Pay per view service for exclusive events · DVD Quality picture and CD Quality sound · 24*7 customer service support in multiple languages Weakness · Not having first mover advantage as Dish TV captured market share · Dependency on broadcaster · Cannot match free service provided by DD · Customer service is usually busy and waiting period is usually very long · High initial cost of DTH equipment Opportunity · Focus on segmentation and differentiated product offerings to expand its clients and spread its reach outside Tier-I cities across the country · Expand distribution network through exclusive stores · Growing demand for quality of service in the form of DTH over Cable · Increase in number of TVs sold · Penetrate market by competitively priced services, superior technologies, interactive services and customer support · Provide option of installments and other promotional schemes to the new user Threats · Interoperability regulations · Cables set-top boxes to provide easy switching due to negligible switching costs · Increasing competition · Dependency on broadcasters for their channel content and thus increase in cost
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  M.PHARM (QUALITY ASSURANCE)+MBA SEMISTER-I (2015-2016) SPP SCHOOL OF PHARMACY AND TECHNOLOGY MANAGEMENT ROLL NO: Q003 · No Exclusivity in Content and Rule of ‘Must Carry’ · Cap on foreign investment SEGMENTATION, POSITIONING, AND TARGETING SEGMENTATION Demographic Segmentation 1. Age and Life Cycle Active Stories and Active Wiz Kids For 2-7-year-olds Active Learning -Designed specifically for preschoolers Active Games -Interactive games for all ages Active Darshan -Focus on customers belonging to older age groups Active Vedic Maths -solve mathematical problems faster than conventional methods taught in school and colleges 2. Gender Active Cooking -Tune into Active Cooking and enjoy over 200 recipes every month master chefs like Tarla Dalal, Harpal Singh Sokhi, Jiggs Kalra, Nilesh Limaye & other popular chefs. 3. Income Multiple Channel Packages: Recognizing vast differences in pocket sizes of different consumer segments, many different packages are available for Examples – Super Hit Pack, South Starter Pack, South Value Pack, South Saver Pack etc. Geographic Segmentation 1. Region Installation of services even in the most remote areas and first ‘At Sea’ installation Separate packs for North and South regions Several regional channels 2. States Pan-India: Presence in all the states across India Services even in Leh, Ladakh, and Kargil 3. Rural and semi-urban areas Tie-ups: with ITC’s e-Choupal to expand its distribution network and penetrate rural market B2B: tie-up with Tata Indicom, Pantaloon etc for urban market penetration
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  M.PHARM (QUALITY ASSURANCE)+MBA SEMISTER-I (2015-2016) SPP SCHOOL OF PHARMACY AND TECHNOLOGY MANAGEMENT ROLL NO: Q003 Introduced a Rs 99 low-value pack of 53 channels Behavioral Segmentation 1. Occasions Discounts during festivals (Discounts on set-top boxes during Diwali) Unique offerings during festivals (Launched Tata Sky Karaoke during Holi) World Cup Offers (Watch the World Cup with Hrithik Roshan) 2. Needs and Benefits HD Picture and Sound (Great picture quality, incredibly vivid colors, sharper images, and stunning surround sound) 24x7 Customer support The Tata Sky Guide (A multi-purpose guide to all the TV channels) Parental Controls (Regulate TV watching through channel locking) Search and Scan Banner (Browse what is happening on other channels without changing the channel) 3. User Status Friends and Family offer (Benefits offered for recommending Tata Sky) Low Setup Costs (50% off on installation, 5 months of free viewing) Easy Financing options (0% EMI schemes) Custom channel Packs (Regional channel packs) Psychographic Segmentation 1. Lifestyles Movies like Slumdog Millionaire, 1920 in its showcase channel for people to have a near theater experience at home 2. Personality Traits Targeting the youth by showing the concerts like Beyonce- Live at Wimbley and AC/DC –No Bull concerts in their showcase channel Active Mall targeted at people who like to shop for electronics appliances, household goods and even mobile ringtones from their house
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  M.PHARM (QUALITY ASSURANCE)+MBA SEMISTER-I (2015-2016) SPP SCHOOL OF PHARMACY AND TECHNOLOGY MANAGEMENT ROLL NO: Q003 3. Values Active Darshan – Religion has a significant influence on the values and keeping this in mind it provides live telecasts from 6 revered temples and 3 spiritual channels TARGETING Brand Image -Brand value of Tata and technology of Sky made it a brand to reckon with. Recall value -Aamir Khan and Asin as an ambassador for the brand in the south have it given the top of mind recall value. Brand Purchase -‘Family and Friends referral’ scheme, new products like mobile app have made consumers make mental commitment to buy the product Value added services like Gaming, education, virtual pilgrimage, flower delivery, etc Factors affecting like Market size, expected growth, competitive position, compatibility with objectives POSITIONING Redefined the language of technology by creating interactivity and dispelling fear of technological fuss in the mind of the layman STRATEGIES 3C Strategies · Consumer insight shows that television is the only affordable family entertainment option available for middle-class Indians today. · Tata Sky gives people a new dimension in TV viewing, thanks to its 3Cs strategy. 1. Choice: 170 + channels; DVD/HD picture quality 2. Control: Viewers can control the content; Child lock 3. Convenience: 4-day listing of all programs · Customer Acquisition strategy: 1. Focused marketing campaign 2. Launch of TATA SKY + 3. Distribution and after sales service Better picture quality Customer Service The interactive Offering Isko Laga Dala, Toh Life JINGALALA!
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  M.PHARM (QUALITY ASSURANCE)+MBA SEMISTER-I (2015-2016) SPP SCHOOL OF PHARMACY AND TECHNOLOGY MANAGEMENT ROLL NO: Q003 · Customer Retention strategy: 1. Upgrade to TataSky+ by exchanging regular Tata Sky 2. Activ Services 3. Subscribers can suspend their viewing services temporarily 4. 24x7 call center services 5. Convenient relocation services Strategies For The Rural Sector · Customizing offering · Combination of national challenges with regional challenges · Educational package · Appointing the village head as Distributor and Promoter 1. Villagers tend to listen to the village head 2. Can be supplemented by giving a free subscription to the village head Current Strategies · Tata Sky’s growth has been helped by strategies like: 1. MDU: Multi Dwelling Unit 2. Activ services. It’s Bangalore-based R&D center produces original content in science, GK, and mathematics, which is becoming popular in schools. 3. Schemes like 50% off on installations.