TATA SKY CASE ANALYSIS Rahul avasthy
<ul><li>Low Entry Barriers </li></ul><ul><li>Low Product difference </li></ul><ul><li>High Capital Investment </li></ul><u...
RELATIVE SWOT  STRENGTHS WEAKNESS Strong Brand (Reliability- TATA) Perceived to be costly Experience Curve- SKY High Lock-...
No. of respondents: 100 AGE GROUPS
 
PROBABILITY OF RESPONDENTS SWITCHING TO DTH SERVICES 55.30%   76.00% Total 0.00% 0 0.00% No 3.30% 0.3 11.00% Maybe 52.00% ...
 
 
  Criteria Weights Rating Description 1 Company Perception 100 10 5 1 1.1 Brand Strength 40 Premium Good Average 1.2 R & D...
Perception Rating  Criteria Weights Competitors Dish TV Tata Sky Big TV Airtel TV 1 Company Perception 100 1.1 Brand Stren...
Criteria Weights Dish TV Tata Sky Big TV Airtel TV 1 Company Perception 100 725 850 725 625 1.1 Brand Strength 40 400 400 ...
 
 
SECOONDARY RESEARCH  Which Services are better?? Reliance Big TV 548 36.48% Dish TV 398 26.50% Tata Sky 468 31.16% others ...
COMMUNICATION STRATEGY <ul><li>HOLISTIC MARKETING APPROACH </li></ul><ul><li>Integrated Marketing </li></ul><ul><ul><li>Sh...
<ul><ul><ul><ul><li>Personal Selling- Free demo to prospective clients (tap all new housing societies and flat schemes)  <...
<ul><ul><li>Long Term </li></ul></ul><ul><ul><ul><li>Product / Pace - Customer Solution: </li></ul></ul></ul><ul><ul><ul><...
<ul><li>RELATIONSHIP MARKETING </li></ul><ul><ul><li>People – Capable : 3000 service engineers complemented by 24x7 call c...
<ul><li>CORPORATE SOCIAL INTEGRATION </li></ul><ul><ul><li>TATA SKY TEACHES INDIA CAMPAIGN: </li></ul></ul><ul><ul><ul><li...
<ul><li>THE ACTVE WORLD- VALUE ADDED SERVICES </li></ul><ul><ul><li>EDUCATION CHANNEL </li></ul></ul><ul><ul><ul><li>Actve...
<ul><ul><li>VIRTUAL IPL </li></ul></ul><ul><ul><ul><li>Interactive Game </li></ul></ul></ul>
Upcoming SlideShare
Loading in...5
×

Final case presentation

1,896

Published on

Published in: Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,896
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
58
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Transcript of "Final case presentation"

  1. 1. TATA SKY CASE ANALYSIS Rahul avasthy
  2. 2. <ul><li>Low Entry Barriers </li></ul><ul><li>Low Product difference </li></ul><ul><li>High Capital Investment </li></ul><ul><li>Moderate degree of Rivalry </li></ul><ul><li>High Industry Growth </li></ul><ul><li>Low Product Difference </li></ul><ul><li>High Bargaining power </li></ul><ul><li>High Switching Costs </li></ul><ul><li>High sensitivity to price </li></ul><ul><li>Cable Operators </li></ul><ul><li>Low Buyer Propensity for substitute. </li></ul><ul><li>Horizontal Integration </li></ul><ul><li>Moderate Bargaining Power </li></ul><ul><li>Forward Integration Threat (Videocon) </li></ul><ul><li>High Switching Costs </li></ul><ul><li>Builders and Developers </li></ul><ul><li>TV Soaps and Events </li></ul><ul><li>Different SBU’s of TATA </li></ul>SUPPLIERS BUYERS NEW ENTRANTS COMPLEMENTORS SUBSTITUTE
  3. 3. RELATIVE SWOT STRENGTHS WEAKNESS Strong Brand (Reliability- TATA) Perceived to be costly Experience Curve- SKY High Lock-in Superior Customer Service   Dish TV’s existing customer base     OPPORTUNITIES THREATS Tier II and Tier III markets Strong Presence of Dish in Metros R&D Investment Emerging Players like Reliance, Airtel, Videocon Interactive Applications Stiff Competition from Cable operators
  4. 4. No. of respondents: 100 AGE GROUPS
  5. 6. PROBABILITY OF RESPONDENTS SWITCHING TO DTH SERVICES 55.30%   76.00% Total 0.00% 0 0.00% No 3.30% 0.3 11.00% Maybe 52.00% 0.8 65.00% Yes % of Market deemed likely to actually Buy (A*B) Rule of Thumb for forecasting (B) %Response (A) Purchase Intent
  6. 9.   Criteria Weights Rating Description 1 Company Perception 100 10 5 1 1.1 Brand Strength 40 Premium Good Average 1.2 R & D scope 25 Very High High Average 1.3 Ability to differentiate 20 Mostly Certain Extent No way 1.4 Sales Approach & Support 15 Good Average Poor 2 Product Perception 100 10 5 1 2.1 Quality 25 High Average Poor 2.2 Technology 25 Multi - Featured Limited Features Single feature 2.3 Aesthetics 15 Very Good Good Average 2.4 Cost Factor 35 Value for Money Affordable Costly
  7. 10. Perception Rating Criteria Weights Competitors Dish TV Tata Sky Big TV Airtel TV 1 Company Perception 100 1.1 Brand Strength 40 10 10 10 10 1.2 R & D scope 25 5 10 5 5 1.3 Ability to differentiate 20 10 10 10 5 1.4 Sales Approach & Support 15 5 5 5 5 2 Product Perception 100 2.1 Quality 25 10 10 5 10 2.2 Technology 25 10 10 10 5 2.3 Aesthetics 15 5 10 5 10 2.4 Cost Factor 35 5 1 10 1 3 Player's Grasp on Market Million 3.75 2.50 0.50 0.20
  8. 11. Criteria Weights Dish TV Tata Sky Big TV Airtel TV 1 Company Perception 100 725 850 725 625 1.1 Brand Strength 40 400 400 400 400 1.2 R & D scope 25 125 250 125 125 1.3 Ability to differentiate 20 100 100 100 200 1.4 Sales Approach & Support 15 75 75 75 75 2 Product Perception 100 575 650 450 525 2.1 Quality 25 250 250 125 250 2.2 Technology 25 250 250 250 125 2.3 Aesthetics 15 75 150 75 150 2.4 Cost Factor 35 175 35 350 35 3 Player's Grasp on Market Million 3.75 2.50 0.50 0.20
  9. 14. SECOONDARY RESEARCH Which Services are better?? Reliance Big TV 548 36.48% Dish TV 398 26.50% Tata Sky 468 31.16% others 88 5.86% Voters:  1502 .
  10. 15. COMMUNICATION STRATEGY <ul><li>HOLISTIC MARKETING APPROACH </li></ul><ul><li>Integrated Marketing </li></ul><ul><ul><li>Short term: </li></ul></ul><ul><ul><ul><li>Advertising- RELIABILITY </li></ul></ul></ul><ul><ul><ul><li>Sales Promotion- Promotion for Tata-Indicom customers </li></ul></ul></ul><ul><ul><ul><li>Pricing-Cost- “Hum Saath Saath Hai” </li></ul></ul></ul><ul><ul><ul><ul><li>Movie Premier for the Society </li></ul></ul></ul></ul>
  11. 16. <ul><ul><ul><ul><li>Personal Selling- Free demo to prospective clients (tap all new housing societies and flat schemes) </li></ul></ul></ul></ul>
  12. 17. <ul><ul><li>Long Term </li></ul></ul><ul><ul><ul><li>Product / Pace - Customer Solution: </li></ul></ul></ul><ul><ul><ul><li>INNOVATION IS THE KEY!!! </li></ul></ul></ul><ul><ul><ul><li>First to Provide TV access to mobile phones. </li></ul></ul></ul><ul><ul><ul><li>Place – Convenience </li></ul></ul></ul><ul><ul><ul><li>Extensive distribution channels under its telecom & internet services providers </li></ul></ul></ul>
  13. 18. <ul><li>RELATIONSHIP MARKETING </li></ul><ul><ul><li>People – Capable : 3000 service engineers complemented by 24x7 call centers </li></ul></ul><ul><ul><li>Partnering: Long term partnership with set-top box provider to drive innovation </li></ul></ul><ul><li>INTERNAL MARKETING </li></ul><ul><ul><li>“ Good ideas are nobody’s patents”- Jack Welch </li></ul></ul><ul><ul><li>Tap all employees across SBU’s of TATA </li></ul></ul>
  14. 19. <ul><li>CORPORATE SOCIAL INTEGRATION </li></ul><ul><ul><li>TATA SKY TEACHES INDIA CAMPAIGN: </li></ul></ul><ul><ul><ul><li>Strategic Alliance with Times of India </li></ul></ul></ul><ul><ul><ul><li>Install services in various rural market for common viewing </li></ul></ul></ul><ul><ul><ul><li>Educate through citizens (record). </li></ul></ul></ul><ul><ul><ul><li>Long term sustainable advantage through brand loyalty in rural markets </li></ul></ul></ul><ul><ul><li>CHANNEL FOR ALL CSR INITIATIVES </li></ul></ul><ul><ul><ul><li>Exclusive channel to promote all CSR initiatives of Companies </li></ul></ul></ul><ul><ul><ul><li>Start with TATA SBU’s </li></ul></ul></ul><ul><ul><ul><li>Then charge other companies for advertisement of CSR initiatives </li></ul></ul></ul>
  15. 20. <ul><li>THE ACTVE WORLD- VALUE ADDED SERVICES </li></ul><ul><ul><li>EDUCATION CHANNEL </li></ul></ul><ul><ul><ul><li>Actve Education- Competitive Examinations. </li></ul></ul></ul><ul><ul><ul><ul><li>CAT, GRE, UPSC, GMAT etc.. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>CAT 09 goes online. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Alliance with Coaching institutes. Mock tests on TV and Analysis. </li></ul></ul></ul></ul><ul><ul><li>EDUTAINMENT CHANNEL </li></ul></ul><ul><ul><ul><li>Kids influence decision making to a great extent </li></ul></ul></ul><ul><ul><ul><li>Improve a family’s perception towards Tata Sky </li></ul></ul></ul>
  16. 21. <ul><ul><li>VIRTUAL IPL </li></ul></ul><ul><ul><ul><li>Interactive Game </li></ul></ul></ul>

×