Tata Sky is India's second largest DTH service provider with a 24% market share. It offers over 230 channels along with additional interactive services through various subscription plans. Tata Sky aims to provide viewers with the best quality and maximum number of channels. It has achieved success through features like parental controls, its large channel selection and interactive services that appeal to all family members. Tata Sky promotes its brand through celebrities like Aamir Khan and focuses on connecting with customers through various marketing campaigns and customer retention strategies.

1. MARKETING MIX
ON
TATA SKY - DTH

2. INTRODUCTION
*Incorporated in the year 2004 with its headquarters
in MUMBAI.
*Launched in the year 2006, currently has a 24%
market share after DISH TV.
* Joint venture of TATA Group(80%) and STAR(20%).
*Later 10% of market share of TATA Group was taken
by TAMESAK Holdings
*Current CEO is HARIT NAGPAL.
*Roped in AAMIR KHAN as the brand ambassador to
popularize its product.

3. *The aim of launching this set top box was to provide viewers
with the best quality and maximum number of channels.
*Its various ACTIVE features made it a seller.
*Within 20 months achieved three million connections mark.
*Only TV service in this country which not only provides
entertainment to kids through toon channels but also
educates them through its interactive channels.
*Launched a Mobile Access app for the Apple's iOS platform
covering the iPad, iPhone and iPod Touch.

4. PRODUCT
 Launched in August 2006 consisting of a dish satellite, set top
box, data network card and a remote.
Offers 230+ channels with additional services which the
customers can enjoy through various plans.
Introduced parental control in DTH services for the first time.
Provides 24*7 helpline service in 11 languages with 3000
engineers at service.
Help desk to guide the viewer in accessing features and
notifying about the due payments.
GENERAL FEATURES :

5. Product variations along maturity stage…
Started with offering 3Cs:
*CHOICE: offers more than 170 channels, with DVD picture quality
and CD sound quality.
*CONTROL: Viewers control the content; watch four news channels
simultaneously and find out what's playing on all channels without
changing channels.
*CONVENIENCE: viewer gets4-day listing of all programs on TV.
As the demand and expectation increased, launched two major
variants:
*TATA SKY HD
*TATA SKY+ HD

6.  UNIQUE FEATURES :
*KARAOKE ( Targeted the customers psychology as it showed
how this feature connected family together.)
*RECORD, PAUSE and REWIND feature
*Video on Demand (VoD) services for its TATA SKY+ HD set top
boxes.
*Launched the first ever mobile live streaming app in the DTH
service. “AB TV APKE POCKET ME”
*MUSIC Unlimited
*SEARCH and SCAN Banner

7. SPECIAL FEATURE …

8. PRICE
*In order to catch the market, Tata Sky has offered variety of price
schemes to catch different segments of customers.
*Launched at a price of Rs.2999, TATA SKY reduced its set top box
price by 50% in Feb 2008.
*In June 2008, it reduced its subscription fee due to product
substitutes offered to customers.
*Its selling price of various services varies in and around Rs.2000.
*Latest karaoke with mic can be subscribed for Rs.1999 for 12
months.
*Recently it has launched Rs999 package to attract low income
group/economic segment.

9. *Special discounts and offers…
Two channel packages: MAKE MY PACK and TRUChoice
Packages to avail special offers.
Existing viewers can buy Tata sky + HD Starter kit at Rs.6180
instead of the market price of Rs.8700.
Digicomp and subscription fee, Super saver pack with various
price option packages or a choice of a-la-carte (pay as you
view) etc.
“Ek-pe-Teen and Do-pe-Paanch” the offer entails three
months of free subscription on the purchase of one
connection, and five months of free subscription on purchase
of two or more connections

11. PLACE
*It has 35,000 outlets in 5000 towns across India.
*To reach Rural customers, Tata Sky have agreements with
ITC’s e-choupal, ITC’s International Business Division
Godrej Aadhar.
*Also collaborated with Indian Oil corporation.
*To reach urban customers, it has tie-ups with Infiniti retail’s
chroma and Pantaloon’s retail.

12. DISTRIBUTION PATTERN OF TATA SKY…

13. PROMOTION
 Company’s own research about the market indicated that there was a lack of
awareness about the services among consumers, so the company launched 360
degree advertising campaign.
Roped in AAMIR KHAN and ASIN to promote the product.
 Outdoor Media publicity done through its services at airports, railway stations
across India to educate consumers about the comparative benefits of Tata sky.
 Undertook the most interactive step by walking into schools directly and
convincing teachers that children could learn multiplications and divisions
directly from TV.
 Using taglines such as “ISKO LAGA DALA TOH LIFE JHINGALALA” and “PHONE
GHUMAO TATA SKY LAGAO” is targeting customers psychologically.

14. Its first TVC aired in mid-2006 and the latest TVC has grossed 17.6 million
hits…
ISKO LAGA DALA TOH LIFE
JHINGALALA!
PHONE GHUMAO …
TATA SKY LAGAO!

15. On April 01,2009,‘Family and Friends referral scheme’ and
new products like Tata Sky plus to encourage customers to
make mental commitment to buy their product which
increases the brand purchase intention of the customer.
Its advertisement to promote the special karaoke feature
displayed how this connects the family together.
Tata Sky launched an interactive game quiz featured
around MS Dhoni to coincide with theTwenty20 World Cup.
It carries out a lot of brand conversation through its
TWITTER feeds.

16. TATA SKY HAS BEEN SUCCESSFUL IN GRABBING EYEBALLS WITH ITS
ADVERTISEMENTS…

17. CUSTOMER IS THE BOSS
Customer Acquisition
strategy:
*Focused marketing
campaign.
*Launch of Tata Sky Plus.
*Distribution and after
sales service.
*Interactive services for all
family members.
*Multi Dwelling Unit (MDU)
solution
Customer Retention Strategy:
*Upgrade to Tata sky + by
exchanging regular Tata sky.
*Active services.
*Alliance with Walt Disney
Company India to bring Disney
characters on its interactive
platform.
*Cartoon network in Telgu for its
subscribers down south.
*Tata Sky subscribers can
suspend their viewing services
temporarily on account of
vacation, travel, exams etc.
*24x7 call centers and over 3000
engineers.
“WE BELIVE IN SERVICE, SERVICE and only SERVICE”- CEO, TATA SKY

18. COMPETITOR ANALYSIS…

19. ANALYSIS OF DISH TV…
Dish TV has repositioned itself
with a new tag line which says
“Sabse Zyaada” means: “Dish TV
Offers Sabse Zyaada
Entertainment Sabse Zyaada -
Number of Channels Sabse Zyaada
– Regional Channels Sabse Zyaada
Genre Sabse Zyaada - Value at
Every Price Point”
The reason for this being that two
years back, when Dish TV launched
the Wish karo campaign, they were
competing with cable operators
and the poor quality of delivered
content but now with rising
competition among DTH players,
there was a need to re-establish
their brand as the largest content
provider.
Highest market share in
DTH Service.
Has the KING of
Entertainment- SHAH RUKH
KHAN to endorse its brand.
Dish TV also targeted the
youth segment with offers
like “Michael Jackson Live in
Bucharest tour” for just
Rs25, Microsoft Xbox 360
Arcade.

20. MARKET SHARE OF DTH SERVICES
The marketing budget that TATA SKY begun with was 15% of sales. This
included around 5% for advertisements, 7% discounts and promotions and 1%
sponsorships.

21. CURRENT MARKET POSITION
and NEWS…
*TATA SKY is the second leading DTH
service provider after DISH TV.
*The 24*7guru.com has joined hands with
TATA SKY to provide content for ACTIVE
Learning.
*TATA SKY has hiked subscription rates by 8%
on premium services.
*It has switched from MPEG-2 to MPEG-4
format to offer more than 300 channels
from 230 now.