The document discusses Tata Sky, an Indian DTH satellite television service provider jointly owned by Tata Group and Star Group, and presents information on its products (Tata Sky DTH, Tata Sky + DTH, Tata Sky HD), the DTH industry and competitors, and the results of a questionnaire and data collection on consumer needs and the marketing mix of Tata Sky. It provides details on Tata Sky's history and products, an analysis of the needs it fulfills for consumers, its competitors in the DTH market, and its marketing strategy.

1. Presented By –
NAHID ANJUM
ARUNABHA BAGCHI
PRATEEK CHAUDHURI
SUBHODEEP DEY
SARANYA ROY

2.  Introduction
 Products of the brand
 Understanding the need
 Defining the industry & Marketing Mix
 Competitors
 Questionnaire and Live Data
Collection

3.  First Indian DTH satellite television service
provider
 Joint venture between TATA Group and Star
Group(2004)
 Digital quality picture and sound
 Providing interactive services
 ISO 27001: 2005 accredited
 Became a “Super Brand” in 2009-10

4. There are 3 products under ‘Tata Sky’ brand -
1. Tata Sky DTH
2. Tata Sky + DTH
3. Tata Sky HD

5. Primary Needs
- Entertainment
Secondary Needs
- Learning
- Interactive services
- - Information

6. DTH Industry DD Direct Plus, launched in December 2004, was India's first and only
DTH service for which consumers did not have to pay any
subscription charges.
Tata Sky services were introduced in India in the early 2006.
Marketing Mix
PRODUCT AND SERVICES
Tata Sky offered the DTH service based on three 'C's i.e. Choice, Control, and
Convenience.
PRICE
In order to avail of the Tata Sky DTH service, consumers had to buy the Tata Sky
digicomp.
PLACE
Tata Sky had a wide distribution network across the country ..
PROMOTION
To educate consumers about the DTH service, the company launched a 360°
advertising campaign.

7. Direct
 Cable TV
 BSNL IP TV
 Dish TV
 Reliance Big TV
 Airtel Digital TV Generic
 Sun Direct DTH  Video Games
 Videocon D2H  FM Radio
 DD Direct+ (By Doordarshan) Music System
 Movies
 Internet

8. XLS File Link