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1. Customer Satisfaction on tata sky
DTH
CUSTOMER SATISFACTION ABOUT TATA
SKY DTH
MINI PROJECT
Roll No: 15781E00G6
SHAIK IMAM BASHA
UNDER GUIDANCE BY
Mr. K. SRINIVASAN SIR

2.  INTRODUCTION:
 1.1 INTRODUCTION OF THE STUDY
 1.2 OBJECTIVE OF THE STUDY
 1.3 LIMITATIONS OF THE STUDY
 1.4 RESEACH METHODLOGY
chapter1

3.  What customer expects and how he perceives that
service received lived up to those expectations.
 Service satisfaction is the difference between
expectation and perception of customer.
 Objective satisfaction is reduction of the
discrepancy between the current situation and
desired situation.
 Depend more on customer and his style than
technology or system.
CUSTOMER SATISFACTION
DEFNITION:

5. Objectives of study
 Understand how to deliver the customer value and
satisfaction
 Identify the factors that make a high performance business
 Understand how to attract and retain customers

6. BENEFITS OF USING CUSTOMER
SATISFACTION SURVEYS
 Builds a strong relationship with customers.
 Quantifies customer satisfaction levels
 Enables our organization to measure up to
customer expectations

7. LITRATURE REVIEW of TATA SKY DTH
• Once the problem is formulated ,the researcher undertakes an
extensive survey connected with the problem
• The literature survey under taken here includes the books
different websites from the internet
• The research project was to examine preference of consumer
in selected brands refrigerators on the basis of price , brand
name quality& after sales service

8. RESEARCH METHODLOGY:
ANALYSIS OF TATA SKY:
• TATA SKY DTH is a service provider in india using MPEG-2
digital compression technology ,transmitting using insat
using at 83,0`.TATA SKY INCORPORATED IN 2004.TATA is a jv
between tata group and STAR.
• TATA SKY DTH endeavours to offer an indian viewers a
world class television viewing experience through it `s
television service.
• Vikram kaushik is present ceo of TATA SKY LTD.
• TATA group is one of INDIA`S largest and most respected
and conglomerates.

9. Tata Sky+
 Tata Sky+ is a premium set-top box-cum-Personal Video Recorder or even
known as DVR Digital Video Recorder that allows recording up to 130 hours of
live TV, recording one programmer while watching another, pause, fast-
forward and rewind a live telecast and review a TV programme. Also Tata
Sky+ provides service using MPEG-4 digital compression technology.
Tata Sky HD
Certifications and Honors
ISO 27001:2005 accreditation
 In March 2009, Tata Sky, became the first Indian direct-to-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). The
assessment for the certification was conducted by Intertek Systems
Certification, the management systems business unit of Intertek Group. This
certification confirms that every transaction carried out through Tata Sky’s IT
systems is highly secure.
Company Profile

10.  RESEARCH METHODLOGY:
 ANALYSIS OF TATA SKY:
 TATA SKY DTH is a satelite provider in india using MPEG-2 digital
compression technology ,transmitting using insat using at
83,0`.TATA SKY INCORPORATED IN 2004.TATA is a jv between
tata group and STAR.
 TATA SKY DTH endeavours to offer an indian viewers a world
class television viewing experience through it `s television
service.
 Vikram kaushik is present ceo of TATA SKY LTD.
 TATA group is one of INDIA`S largest and most respected and
conglomerates.

11. *It comprasies 93 operating companies in seven business
sectors and diversified group:
*the tata group has operations more than 40 across six
continents andits company export products and services to 140
nations.
*TATA SKY joinns an international groupof DTH business
that includes platforms as far as the part of uk and Italy in
Europe,and mexico brazil in latin america
*TATA SKY announced launchinching of DVR service TATA SKY
+ WHICH ALLOWED in 45 hours recording in MPEG-4
compitable SET TOP BOX the remote is provided with play back
controland is being and being sold with special offers for
existing subscribers.

12.  Tata Sky HD was launched on June 14, 2010, and has channels in
their native resolution of 1080i or 720p. The STB is compatible
with 5.1 CH surround sound as well. The service currently offers
four HD channels - National Geographic Channel HD, Discovery
HD, Showcase HD (Pay Per View) & Star Plus HD. More channels
such as Star Movies HD and other popular sports channels in HD
format are expected to be added soon. HISTORY
 Certifications and Honors
COMPANY PROFILE

13.  Certifications and Honors
 ISO 27001:2005 accreditation
 In March 2009, Tata Sky, became the first Indian direct-to-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). The assessment for the certification was conducted by
Intertek Systems Certification, the management systems
business unit of Intertek Group. This certification confirms that
every transaction carried out through Tata Sky’s IT systems is
highly secure.
Certifications and Honors

14.  SUPERBRAND 2009 – 2010
 Tata Sky was selected as a SUPER BRAND for the year 2009-2010
by an independent and voluntary council of experts known as
Super brands Council. It is the only Indian DTH to have won this
distinction
 Extensive Customer Service Network
 It is using 3000 service engineers in call centers to provide the
good service for their customers. TATA SKY takes direct
responsibility to provide its vouchers, hardware through popular
consumer electronic stores to enhance customer convenience.
TATA SKY offers all popular television channels with local
language channels according the demand
Certifications and Honors

15. 
 Tata SKY is a joint venture between the Tata group that owns 80%
and STAR Group that owns a 20% stake. Tata Sky was incorporated
in 2004 but was launched only in 2006. It currently offers close to
264 channels (As of August 2010[update]) and some interactive ones;
this count includes some numbers off HD channels offered by Tata
Sky (as Tata Sky - HD) and interactive services also.
 The company uses the Sky brand owned by British Sky
Broadcasting.
 In October 2008, Tata Sky announced launching of DVR service Tata
Sky+ which allowed 90 hours of recording in a MPEG-4 compatible
Set Top Box. The remote is provided with playback control keys and
is being sold with special offers for existing subscribers.
History of tata sky

16.  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.
 Tata Sky+
 Tata Sky+ is a premium set-top box-cum-Personal Video
Recorder or even known as DVR Digital Video Recorder that
allows recording up to 130 hours of live TV, recording one
programmer while watching another, pause, fast-forward and
rewind a live telecast and review a TV programme. Also Tata
Sky+ provides service using MPEG-4 digital compression
technology.
History of tata sky

17.  Tata Sky HD
 Certifications and Honors
 ISO 27001:2005 accreditation
 In March 2009, Tata Sky, became the first Indian direct-to-
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).
CERTIFICATIONS AND HONORS

18.  The assessment for the certification was conducted by
Intertek Systems Certification, the management systems
business unit of Intertek Group. This certification confirms
that every transaction carried out through Tata Sky’s IT
systems is highly secure.
 SUPERBRAND 2009 – 2010
 Tata Sky was selected as a SUPER BRAND for the year
2009-2010 by an independent and voluntary council of
experts known as Super brands Council. It is the only
Indian DTH to have won this distinction
CERTIFICATES OF HONORS

19.  Extensive Customer Service Network
 It is using 3000 service engineers in call centers to provide the
good service for their customers. TATA SKY takes direct
responsibility to provide its vouchers, hardware through popular
consumer electronic stores to enhance customer convenience.
TATA SKY offers all popular television channels with local
language channels according the demand.
 Vision of Tata Sky
 The vision of Tata Sky is connecting every Television home,
empowering every television viewer and revolutionizing home
entertainment.
CERTIFICATES OF HONORS

20.  Target Customers
 “Isko laga dala to life jingalala” was the tag line or Brand
Mantra of TATA SKY from 2008 to 2010.Now it has
changed to “Ab channel package wohi lo jo pasand ho”
which is being promote by Actor Amir Khan.
 This brand function on principle that consumer satisfaction
is must if there is consumer satisfaction then there will be
overall growth of business .considering this mantra they
are focusing on youth market by means of co branding like
games,music etc .
TARGET CUSTOMERS

21.  Various services provided by TATA Sky include:
 Active Services, Active Cooking, Active Stories, Active
Newsroom, Active WizKids, Active Sports, Active
Learning, Active Games, Active Astrology, Parental
Control, Search and Scan Banner Guide (including
Hindi Display), Customer Service- 24 x 7 help. Support
in 11 languages.
Various services provided by TATA
Sky include:

22.  Current DTH Market Scenario in India
 .Since its commercial launch in 2003, DTH has remained
upbeat without any signs of slowing down. Despite
recession, the DTH market in India has been highly dynamic
with a lot of investments made over the past several
months. According to Tony D’silva, chief operating officer
of Sun Direct, the growth is surpassing all the calculations
and forecasts and proving the trade pundits wrong. “The
services are received well by the customers because of its
mass customization appeal,” he said.
Current DTH Market Scenario in India

23.  .DTH service in India has surpassed 12 million customers, with the
number tripling in 2008 over the previous year. According to
new research from RN COS , 1 “Indian DTH Market Forecast to
2012,” the industry is expected to add nearly 500,000
subscribers per month during 2009, with the number of DTH
subscribers forecasted to grow at a CAGR of around 30 percent
during 2009-2012. “With over 130 million TV homes, India offers
large room for growth in DTH services as the technology can be
used to offer DTH services in remote locations, where setting up
of cable networks seems impossible or is highly expensive,” say
researchers at RN COS . “It is forecasted that DTH will capture
over 21 percent of TV homes in India by 2012, up from around 10
percent now.”
Current DTH Market Scenario in India

24.  .Currently the market is ruled by five key players: Dish TV –
Essel Group, Tata Sky, Sun Direct, Reliance Big TV, Airtel
Digital and Videocon D2H. Dish TV and Sun Direct account
for a major share of the current DTH market in India.
According to Dish TV officials, the company holds a more
than 40 percent share of the market with over 5.6 million
subscribers. Sun Direct currently carries about 4.8 million
customers. Sun TV plans to increase it to 5.5 million-6
million subscribers by the end of the current fiscal year.
Other key players such as TATA Sky, Big TV and Airtel DTH
are far behind their rivals.
Current market scenario in india

25.  Key Trends
 Value added services
 nerships with movie/video distribution companies.
 High -Definition Services
 Looking Beyond
Key trends

26.  BRAND MANTRA USED BY COMPANY
 “Isko laga dala toe life jingalala”
 This brand function on principle that consumer satisfaction is must if there is
consumer satisfaction then there will be overall growth of business
.considering this mantra they are focusing on youth market by means of co
branding like games musics etc .
 Factors they primarily focus on
 Physique: Access to entertainment World class technology from “SKY”
Light weight box
 Personality: Tata sky completely focuses on Fun and young generation and
subsequently
 Enhances Trustworthy
 Relationship: Making life ‘Jingalala’(complete and fun)Developing
Reliability Simplicity

27. Various services provided by TATA Sky include:
Active Services, Active Cooking, Active Stories, Active Newsroom, Active
WizKids, Active Sports, Active Learning, Active Games, Active Astrology, Parental
Control, Search and Scan Banner Guide (including Hindi Display), Customer
Service- 24 x 7 help. Support in 11 languages.
Source: - AC Nielsen Customer Satisfaction study, April 2007

28.  Trustworthy: Trust and Innovation is the key mantra of Tata sky. Having
Family Oriented concept .
 Self image: It is presumed that Tata sky technologies are up-to-date so
as a consumer
 everybody like the updated technologies.
 The Sky brand, owned by the UK-based British Sky Broadcasting Group,
has more than 20 years of experience in satellite broadcasting, and is well
known for its innovative products and services.
 BRANDING STRATEGIES

 It first launched a set-top box with a recorder called Tata Sky Plus in 2008.
. Tata Sky Chief Marketing Officer Vikram Mehra says that as many as 10
per cent of Tata Sky's new customers opt for Tata Sky Plus. This has
helped the company drop Tata Sky Plus prices to Rs 5,999. Pulsing is an
effective strategy as it will enable the company to advertising
continuously as well as at low-weight.

29.  BRAND POSITIONING AND VALUES:
 POSITIONING
 BRAND MANTRA USED BY COMPANY
 Physique
 Personality
 Relationship
 Trustworthy
 Self image
BRAND POSITIONING AND VALUES

30.  BRANDING STRATEGIES
 The media schedule will consist of:
 TVCs in major General Entertainment Channels, regional TV
channels and DD;
 Insertions a week – 2 in mainline print media, 1 in a lifestyle
magazine.
 Awareness camps should be organized regularly in malls. e-
Marketing should be an on-going activity throughout the year.
 Promotional campaigns can be held for members of Tata Sky's
forums to encourage users to sign upon them and to generate
excitement.
BRANDING STRATEGIES

31.  The promotional strategies suggested are:
 Packages for Special Events like the cricket World Cup
 2. Targeting Tata employees could be a useful way pr
promoting the product
 3. Give the option of instalments and other promotional
schemes to the new users
 4. Tie up with real estate developers to target the new
constructions
 The number of old buildings being demolished and being
reconstructed are also on the rise.
 5. Door to door marketing should be used to heighten the
awareness levels as well

32.  6. Local Games Sponsorships can also be used to increase the
awareness levels.
 7. Another way could be using the prominent part of the
Building for placing Hoardings of Tata skyAds.
 a. Finding the strategic building in the locality
 b. Consideration can be in form of cash payment to the Housing
society
 c. Providing free connections to Households in these buildings.
 8. Another new avenue that can be explored is the railway
stations:
 a. Posters on railway station roofs
 b. Tickers at Major suburban Railway stations.

33.  Five Key Brand Elements of TATA SKY
 Brand Position
 Brand Promise
 Brand Personality
 Brand Story
 Brand Associations
Five Key Brand Elements of TATA SKY

34.  Brand Traits
 1. The brand excels at delivering the benefits customers
truly desire.
 2. The brand stays relevant.
 3. The pricing strategy is based on consumers' perceptions
of value.
 4. The brand is properly positioned.
 5. The brand is consistent.
 6. The brand portfolio and hierarchy makes sense.

35.  Brand awareness: -
 It includes two things:
 Brand recognition
 Brand recall
 Brand Image
 Brand Associations
 Customer Based brand equity
BRAND AWARENESS

36.  BRAND MANAGEMENT OF TATA SKY
 1. REVOLUNISE TELEVISION VIEWING
 2.EXTENSIVE CUSTOMER SERVICE NETWORK
 3.OFFERING
 4.PARTNERS
 5. INCEPTION AND HERITAGE
 6. TATA BRAND
 7. SKY BRAND
BRAND MANAGEMENT OF TATA SKY

37. NAME NO OF PEOPLE PERCENTAGE
RELIANCE BIG TV 2401 36.72
DISH TV 1808 27.65
TATA SKY 1812 27.71
OTHERS 518 7.92
Competitive Brands under
Consideration

38. PERCENTAGE
DISH TV
TATA SKY
SUN
DD

39.  Bargaining Power of Supplier is High.
 Bargaining Power of Buyer is High
 Threat of Substitutes- Medium
 Threat of New Entrants is Low
 Competitive Rivalry is Medium
Porter’s Five forces model of Tata
Sky

40.  References :-
 GOOGLE
 AC NEILSON CUSTOMER SATISFACTION STUDY
 TATA SKY WEB SITE
 WIKIPEDIA