The document discusses Tata Sky's segmentation, positioning, and targeting strategies. It analyzes how Tata Sky segments customers based on geographic, demographic, behavioral, and psychographic factors. It then discusses how Tata Sky positions itself based on brand image, recall value, purchase value, and added services. Finally, it outlines Tata Sky's targeting of multiple customer segments, its focus on increasing market share through competitive strategies, and positioning itself as making technology interactive and easy to use.

1. SEGMENTATION, POSITIONING AND TARGETING

2. Geographic|Demographic|
Behavioral|Psychographic
Positioning
Targeting

3. Ag e a n d L i f e Cy c l e
• Actve Stories and Actve
Wiz Kids (For 2-7 year
olds)
• Actve Learning
(Designed specifically
for preschoolers)
• Actve Games
(Interactive games for all
ages)
• Actve Darshan (Focus on
customers belonging to
older age groups)
• Actve Vedic Maths
(solve mathematical
problems faster than
conventional methods
taught in school and
colleges)
Ge n d e r
• Actve Cooking (Tune
into Actve Cooking and
enjoy over 200 recipes
every month master
chefs like Tarla Dalal,
Harpal Singh Sokhi, Jiggs
Kalra, Nilesh Limaye &
other popular chefs)
I n c ome
• Multiple Channel
Packages: Recognizing
vast differences in
pocket sizes of different
consumer segments,
many different
packages are available
• Examples – Super Hit
Pack, South Starter Pack,
South Value Pack, South
Saver Pack etc.
Demographic Segmentation

4. R e g i o n
• Installation of
services even in the
most remote areas
and first ‘At Sea’
installation
• Separate packs for
North and South
regions
• Several regional
channels
S tates
• Pan-India :
Presence in all the
states across India
• Services even in
Leh, Ladakh and
Kargil
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
• Introduced a Rs 99
low value pack of
53 channels
Geographic Segmentation

5. Oc c a s i o n s
• 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)
Ne e d s a n d B e n e f i t s
• HD Picture and Sound
(Great picture quality,
incredibly vivid colours,
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)
U s e r S t a t u s
• Friends and Family offer
(Benefits offered for
recommending Tata
Sky)
• Low Set up Costs
(50% off on installation, 5
months of free viewing)
• Easy Financing options
(0% EMI schemes)
• Custom channel Packs
(Regional channel
packs)
Behavioral Segmentation

6. Psychographic Segmentation
L i fes t y les
•Movies like Slumdog
Millionaire, 1920 in its
showcase channel for
people to have a
near theatre
experience at home
Per sonal i t y T rai t s
•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
Val ues
•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

7. Targeting
Brand value of Tata and technology of Sky made it a brand to reckon
with.
Aamir Khan and Asin as ambassador for brand in south has it given top of
mind recall value.
‘Family and Friends referral’ scheme, new products like mobile app
have made consumers make mental commitment to buy the product
Brand
Image
Recall
value
Brand
Purchase
Value
added
services
Gaming, education, virtual pilgrimage, flower delivery, etc

8. Targeting
Factors Market size, expected growth, competitive position, compatibility with objectives
Multi-Segment Targeting
Housewife
6000
5000
4000
3000
2000
1000
Decline in price
Religious content Kids
26
21
20
11
10
11
1
Dish TV
Tata Sky
Airtel Digital
Reliance Digital TV
Videocon D2H
Sun Direct
DD bharti
5000
3500
2000
1000 899
0
2006 2007 2008 2009 2010
Market Share
Competition

9. Positioning
Redefined the language of technology by creating interactivity and dispelling fear of
technological fuss in the mind of the layman
Better
picture
quality
The
interactive
Offering
Customer
Service
Isko Laga
Dala, Toh
Life
JINGALALA!

10. 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.
 Choice: 170 + channels; DVD/HD picture quality
 Control: Viewers can control the content; Child lock
 Convenience: 4-day listing of all programs

11. Strategies
 Customer Acquisition strategy:
 Focused marketing campaign
 Launch of
 Distribution and after sales service
 Customer Retention strategy:
 Upgrade to TataSky+ by exchanging regular Tata Sky
 Activ Services
 Subscribers can suspend their viewing services temporarily
 24x7 call center services
 Convenient relocation services

12. Strategies For The Rural Sector
 Customizing offering
 Combination of national challenges with regional challenges
 Educational package
 Appointing the village head as Distributor and Promoter
 Villagers tend to listen to the village head
 Can be supplemented by giving a free subscription to the village head

13. Are The Current Strategies
Successful?
 Tata Sky’s growth has been helped by strategies like:
 MDU : Multi Dwelling Unit
 Activ services. It’s Bangalore based R&D center produces original
content in science, GK and mathematics, which is becoming popular in
schools.
 Schemes like 50% off on installations.

14. References
 www.tatasky.com
 www.indiabroadband.net
 www.indiandth.com
 www.dishtracking.com
 http://indianresearchjournals.com/pdf/IJMFSMR/2012/March/4.pdf

15. From:
The Jhinga La La Boys
Shwetabh|Tanay|Vikrant|Prathmesh|Harsh|Kritarth