Presentation on Marketing Mix on TATA SKY

2. INTRODUCTION
 Tata Sky is a DTH satellite television provider in India.
It is a joint venture between the Tata Group and Star Tv
 It offers around 160 TV channels with much clarity and
has over 2.3 million subscribers.
 It provides 24 hr 7days help support in 11 languages. It
gives a 4 day listing of all programmes on television.
 They always try to cover all the basic needs of each and
every family member so it is better than any other DTH
service.

3. MARKETING MIX

4. Price
Customers have to buy a
Tata sky digicomp in
order to avail Tata sky
service
Product
 Tata sky
Tata sky HD
Tata sky + HD

5. People
 Employees
 Customers
 Retailers
Process
 Service generation
 Service delivery
 Service consumption

6. Place
 Offices
 Tata Sky has a wide
distribution network
across the country
Physical evidence
 Dish antenna
 Set top box
 bills

7. P
Promotion
To educate consumer about Tata sky DTH services, the company launched
a 360 degree advertising campaign.

8. SERVICE BLUEPRINT
Physical evidence Retail outlet Dish antenna Set top box Copy of bill
Customer
action
LINE OF
INTERACTION
Visit
the
outlet
Choose
DTH
service
provider
Place
order
Connec
t with
televisio
n
Contac
t
custom
er care
Bill
payme
nt
consu
mptio
n
Onstage
employee
action
Information
desk
Installation
Repair and
maintenance
Service
check
Collecting
payments
LINE OF
VISIBILITY
Customer
request
processing
Grievances
handling
Plan renewal
& termination
Information
desk
Backstage
employee
action
LINE OF INTERNAL
ACTION
Support
Transmission
services
Production
services
Signal
processing
Tracing &
command

9. COMPETITOR ANALYSIS
Company Subscribers(in
millions)
Till sep 09
Revenue(in RS
cr)
(FY 09)
Launched in
Dish TV 5.92 737 Oct ’03
Tata Sky 4.5 800 Aug ’06
Sun direct 4.3 N.A Dec ’07
Airtel DTH 2 N.A Oct ’08
Big TV 2 N.A Aug ’08
Videocon N.A N.A May ‘09

10.  Including the local cable operators as distributors would be an
extremely useful way of reaching out to the target market:
 Staff of cable operators be made the distributors for Tata Sky
(familiarity with people).
 All distributors be given a status of Tata Sky employees
 Attractive options be given to them to become distributors.
 Another focus could be the rural market. A snapshot of the rural
market:
 199 million total household in India.
 119 million (60% of total house holds) TV households.
 50 million are having Cable.
 55 million TV sets in rural area.
 Rural TV households growing by 3-4 million each year.
 Only 2-3 % of rural household have access to Cable
 Growing focus towards more satellite channels
TARGETS OF TATA SKY

11.  Tata Sky is a host to a variety of interactive programs through its
Active platform.
 The Active series is aimed at a varied audience - children between
the ages of 3-12 years, housewives, adults and senior citizens —
with programs ranging from educational modules and cookery and
shopping.
 Gaming on the DTH platform is a comparatively new concept and
gradually gaining momentum. Gaming is starting to spread to
smaller towns and cities and has a chance for becoming bigger than
movies among the youth. They have targeted women and kids.
 For kids, Tata Sky use Disney characters to impart education like
maths quizzes and pronunciation exercises.
TARGETS OF TATA SKY

12. TARGETS OF TATA SKY
 For housewives, their focus is on content on the TV. They just have
to press a button and start.
 A new game is given to them every day. Its content is refreshed
hourly. This is much better than somebody paying thousands of
rupees on game software that the child might get bored off quickly.
 The Active Games service is targeted to all age groups and includes
various kinds of games which are refreshed on regular basis

13.  Tata Sky targeting online customers
 The ad is not about buying Tata Sky Online, the above
information was to give an idea to you guys that how internet
has grown big and how people are getting into it completely.
 The information box down is there in ONLINE AD, very crisp
and very clear. Simple data not all confusing, if someone is
interested to buy Tata Sky, he has to right the name, age, number
and city. That’s it.
 They are getting data base of the potential consumers.
TARGETS OF TATA SKY

14. GAPANALYSIS

15.  Gap 1 (The Knowledge Gap):
Is the difference between what the service providers believe
customers expect and customers actual needs and expectations .
 Gap 2 (The Service Design & Standards Gap):
Is the difference between management perceptions of customer
expectations and quality standards expected for service delivery.
 Gap 3 (The Service Performance Gap):
is the difference between specified delivery standards and the
service providers actual performance on this standards.
 Gap 4 (The Communication Gap):
Is the difference between what the company`s advertisements and
sales personnel think are the products features, performance, and
service quality level and what the company is actually able to
deliver.
GAPANALYSIS

17. THANK YOU