GROUP -2

PGPM 09 Section B
Ayushi Agarwal (09P071)
Hitesh Yeolekar (09P084)
Omkar Parnandiwar (09P097)
Rinshul Pruthi (09P110)

Marketing Analysis – TATA

Sky

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 EXECUTIVE SUMMARY

Tata Sky is a DTH satellite television provider in India using digital

compression technology. It is a joint venture between the Tata group, that
owns 80% and STAR group that owns a 20% stake. It was launched in
2006.It currently offers close to 140 channels and some interactive ones.

This project aims to understand the various marketing strategies that

TATA Sky has employed with respect to its marketing mix, consumer
preferences and its competitors like Dish TV and BIG TV. The Report is
primarily divided into 3 parts which are based on the above mentioned
segments.

The first phase is concerned with the Marketing mix of TATA Sky. This
covers the basic 4 P’s of marketing, viz. the product, price, place and
promotion for TATA Sky. The research for this was primarily done via the
Internet from the official TATA Sky website. The basic aim was to find out
about the various ways by which TATA has focussed on building up a base
in this market. The focus was on trying to find out what are the different
ways in which TATA has used the 4 p’s in order to achieve maximum
sales.

The second phase consists of the survey and analysis of the consumer
behaviour patterns with respect to TATA Sky. This was done by
conducting a consumer survey wherein an online survey sheet was sent
out to the consumers and their preferences were accepted based on a
variety of questions. The data was collated and a set of inferences was
drawn out from the data. These inferences have been represented in
terms of both written as well as graphical media.

The third and last phase consists of an analysis of the competitors for
TATA Sky with respect to their Marketing mix and strategies. We identified
the following main players in the DTH space:
1. Dish TV
2. Reliance Big TV
3. Sun Direct
4. DD Direct

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 5. Airtel Digital TV
We identified BIG TV and DISH TV as the two main competitors and
focused our research on their marketing mix. In the end we have also
made some suggestions for TATA Sky in lieu of the information gained
from above.

TABLE OF CONTENTS

Topic Page no.

Acknowledgement 4
Marketing Mix 5
Consumer Behavior Patterns 8
Competitor Analysis 20
Conclusion 25
References 26

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 ACKNOWLEDGEMENT
We would like to express our heartfelt gratitude towards Prof. Dr. Anita
Goyal for her instruction and guidance not just for this project but for the
entire course of Marketing Planning –I .
We would also like to thank all the people who participated in our
Consumer Behavior Pattern Survey and enabled us to gather data for the
same.

TATA SKY DTH SERVICE

Tata Sky is a DTH satellite television provider in India using digital compression
technology. It is a joint venture between the Tata group, that owns 80% and
STAR group that owns a 20% stake. It was launched in 2006.It currently offers
close to 140 channels and some interactive ones.

Marketing mix

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Tata sky has utilized all the concepts of marketing mix while incorporating its
technical as well as promotional features. This DTH service has brought a
revolution in satellite television by almost replacing the local cable operators and
has made its distinguished image as a brand. Tata Sky endeavours to offer
Indian viewers a world-class television viewing experience through its satellite
television service. The service provider has a 3.7-million subscriber base and
hopes to touch four million in the next couple of months

Product

Tata Sky launched itself as a DTH services requiring a Dish, A set top box and
network access card per television. Along with providing almost 150 channels
with different recharge packages, it also provides additional ‘active’ features
along with channel lock features and active learning. It has brought technological
revolution last year with launching of Tata Sky Plus which offers additional
pause, rewind and record features.

Some of the services provided by Tata sky are:

1. Active Services
• Active Cooking
• Active Stories
• Active Newsroom
• Active Darshan
• Active WizKids
• Active Sports
• Active Learning
• Active Games
• Active Astrology
2. Parental Control
3. Search and Scan Banner
4. Guide (including Hindi Display)
5. Customer Service- 24 x 7 help. Support in 11 languages
6. Movie on demand (Showcase)

TATA SKY PLUS:

Tata sky plus is a premium set top box with a personal video recorder which
gives the option of recording up to 45 hours of live TV because of its voluminous
internal 160 GB hard disk. Following are the additional features in Tata sky plus:

• Recording live TV shows while watching other channels

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 • Pause and playback facility for any show

Price
The service provides variety of channels in terms of packages starting from Rs
99 per month to Rs 310.The channels are grouped according to Sports, movies,
entertainment and regional languages providing the customers better choice for
themselves.

PACKAGE NO. OF CHANNELS PRICE per month

Super hit pack 60 125

Super value pack 99 200

South value pack 96 200

Sports gold pack 2 40

Lifestyle gold pack 16 45

Fun learning pack 5 40

Along with variety of recharge packages, it also provides annual recharge saver
packs. This includes annual mega pack worth Rs.5000 that includes 168
channels along with 12 showcase movies. It provides Price protection for a whole
year. All new channels introduced on Tata Sky automatically become a part of
the pack, at no extra cost.It first charges 1499 for set-top box and additional
1000 for providing warranty and installation service. But like all other DTH
providers it avails timely offers and discounts according to market.

Promotion
Tata sky entered in the market with a blend of attractive promotions and
involvement of eminent celebrities like Amir Khan. Its catchy tagline “Iskko laga
dala to life jhingha lala” was a rage among users. It penetrated into customer’s
mind quite quickly and carved a niche for itself. Interactive advertising is a
stream of revenue that Tata Sky has incorporated. Tata sky has tied up with
consumer electronics major, Samsung. It is in talks with several mutual funds
and financial services firms to advertise through its interactive services. A Tata
sky user can access advertising content by clicking on an active button and can
then access the information brochure on TV. If she/he needs more information,
the consumer can then sms to customer care. Some more promotional offers of
Tata sky were:

• It launched an interactive game quiz featured around Mahendra Singh

Dhoni to coincide with the Twenty20 World Cup.

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 • In March 2009, Tata Sky announced about offering 20 per cent discount
(Rs 300) on every new Tata Sky connection to those who are the
customers of the newly launched Tata Nano. In this manner Tata sky is
utilizing other Tata brands for its promotion.
• In 2007, it announced a special promotional offer across India. Consumers,
who purchased Tata Sky by 15th April, 2007 got 3 months of free
subscription on up to 4 televisions at their homes. In addition, 50
subscribers with their families got a chance to watch the ICC Cricket World
Cup 2007 Final with superstar Hrithik Roshan, on 28th April, in Mumbai.

Place
Tata Sky has aimed to provide maximum customer satisfaction through its
distribution network. It has set up a pan-Indian distribution network of popular
consumer electronic stores and mobile phone outlets for retailing its hardware
and prepaid recharge vouchers. The company has a presence in both urban and
--- areas. As a part of its distribution drive it has tied with ITC's e-Chaupal,
Godrej Aadhar, the ITC International Business Division and the Indian Oil
Corporation. It also has B2B tie-ups with Infiniti Retail's Croma, Tata Indicom and
Pantaloon Retail in urban India.
Tata Sky takes provides hardware installation facility at the convenience of
subscribers’ homes, and after-sales service besides retailing its hardware and
prepaid recharge vouchers through popular consumer electronic stores.
Tata Sky has a strong distribution network that covers approximately 3200 towns
and cities, with 12,500 dealers across the country. This service is backed up by
three call centres each in Pune, Hyderabad and Chandigarh which receive about
10,000 calls a day.
This is how current distribution system works at Tata Sky:

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 CONSUMER BEHAVIOUR PATTERNS
Consumer behaviour deals with studying and analyzing the perception of
consumers and their buying behaviour towards any product. There are
various factors that decide consumer behaviour including social,
psychological, education etc. and along with these factors, 4 p’s always
play a crucial role here.
A consumer generally follows the following steps in making a purchase
decision:
1. Need recognition
2. Information search
3. Evaluation of alternative
4. Purchase
5. Post purchase behavior

8
Let us consider these factors one by one:
NEED RECOGNITION:
In India, Television has come to the forefront only in the past 13 years.
There were initially two ignition points:
1. In eighties when colour TV was introduced by state-owned
broadcaster Doordarshan (DD) timed with the 1982 Asian Games
which India hosted. By late 1980s the number of television owners
increased sharply. In this period no private enterprise was allowed
to transmit TV signals in India. There was only Doordarshan which
was more concerned of social awareness programs and some
entertainment soaps mostly on Indian mythology.
2. The central government launched a series of economic and social
reforms in 1991. Foreign channels like CNN, Star TV and domestic
channels such as Zee TV and Sun TV started satellite broadcasts. It
resulted in very rapid growth of television in India bringing more
entertainment and choice to viewers.
With involvement of private channels, there came a new business of cable
television where one operator provided access to private channels
through cables and they moved into smaller towns resulting in more
expansion. In 1995-96 an estimated 60,000 cable operators were existing
in the country but it was much unorganized in its form. With high variation
in cable prices, limited quality, and no control over channels to view, there
came a new technology as DTH i.e. direct to home which allowed
consumers to get access to channels direct on their rooftops. Hence there
was a service that was able to fulfil needs of Indian consumers. DTH is a
wireless technology, reaching directly to the consumer through a small
dish and a set-top box. Dish TV was India’s first DTH service in India
followed by TATA sky, sun direct, Airtel, Big TV, and DD direct + by
Doordarshan. Today Indian consumer prefers DTH over any other form of
television service because it provides better technological transmission,
more independence in terms of channels and also additional features like
gaming and recording etc. hence today every family goes for DTH service.
There is also various choices for them available to prefer what they need.
INFORMATION SEARCH
A customer can obtain information from several sources:
• Commercial sources: Today all DTH service providers have their own
websites where any person can access all information about it varying
from price structure and service provider dealer’s contacts. Also dealers
and marketers have their network at all places with people who can
personally talk with people and inform them about particular DTH service.
• Public sources: DTH is one of the industries which has made extreme
utilization of media for its branding and advertising. Be it any public

9
 source like TV, magazines, radio there are floods of advertisements of all
DTH service providers. One of the major reasons is competitive
environment in the industry. With promotional offers, special features and
their own taglines, all are trying to make their presence in industry.
• Personal sources: These sources include family, friends and your peer
group. They form the biggest influencing factor over a consumer as there
is an implicit trust in them.

EVALUATION OF ALTERNATIVES
Since there are a number of alternatives available, this in a nutshell is the
key features while evaluating each one.
Installatio
Goodwill
DTH n price Technolog Packages
(working Key features
service (dish and y offerings
years)
STB)
TATA 1499+10 5 years MPEG-2 Viewing angles 125 to 275 per
sky 00 digital in live month
compressi matches, TATA
on sky+
technology ( recording and
playback
facility, entirely
different

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 product)
ICICI active
H.264/MPE
1590+20 (banking info Rs.113 to 290
Dish TV 5 years G4 AVC
0 on TV), quick per month
system.
view
MPEG-4
digital Stock updates,
compressi pizza delivery
Airtel 1750 2 years on with service (only in
DVB-S2 NCR),quick
technology view
,
MPEG-4
BIG digital
115 to 375 per
(Relianc 1490 2 years compressi I cricket
month
e) on
technology
130 &300 per
H.264/MPE Variety of
Sun month +
1800 3 years G4 AVC regional
direct regional
system. packages
packages
5 years The only free
Ku-band
DD Around +launched DTH service No monthly
broadcasti
direct + 3000 by with all basic charges
ng
Doordarshan channels

PURCHASE
After ample of thought is given which brand to purchase, this is the stage
where the buyer actually buys the product. DTH service providers provide
number of ways in which a person can buy the service.

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TATA sky along with other DTH products is trying to place themselves in
most parts of the country. A person may purchase the set top box by
paying hardware +installation charges at their own retail centres or the
electronics items chain present in India like next, e-mall etc. All these
items are available at these places along with information about individual
plans and offers. After the purchase they provide home delivery of the
dish through servicing agents who also complete the installation and basic
guidelines about usages.
Here TATA sky has made considerable difference in a way that you can
find TATA sky in not only retail chains but also small electronic shops near
your home. It has made it more penetrated in the market.
POST PURCHASE BEHAVIOUR
For DTH industry following are the major after purchase services provided:
• Recharge options-
1. Selection of channels
2. Regional channel packages
3. Monthly/yearly subscription
4. Movie on demand/active features
• Modes of recharge
• Customer care facility
• Warranty cards
For DTH industry these after sale services play the most important role in
product selection even greater than purchase price because the variety
and flexibility what a consumer gets with DTH is with recharge options
only. Buyer can select what channels he wants to see and what not and
pays accordingly. Yearly subscription makes the buyer more loyal to the
product with providing some discounts.
Also there are ample of ways with which customer can pay for the
packages. This involves credit/debit cards, cheques; prepaid vouchers etc.
TATA sky provides the facility of mobile payment also.

CONSUMER SURVEY FOR TATA SKY

A consumer survey was conducted amongst users of DTH services. The
respondents comprised of people from different parts of the country. Each
respondent had to fill out the following questionnaire:
TATA SKY DATASHEET

12
Please fill in this sheet; it’ll help us get a better perspective about our
product.
Top of Form

From where did you hear about TATA Sky?

• Family

• Friends

• Newspaper Ads

• Television Ads

• Others

What was your main motivation while selecting TATA SKY?

• Price

• The TATA Brand

• Features

• Schemes/Offers

• Others

How many other DTH suppliers do you know of?

• SUN TV

• Airtel

• Dish TV

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 • Others

From where did you buy TATA Sky module?

• Retailer

• Showrooms

• Directly From TATA Sky

• Others

On a Scale of 1-5 rate the how Good are TATA Sky services
1 2 3 4 5

Poo Very
r Good

On a scale of 1-5 rate how much do you like the features offered by TATA
Sky
1 2 3 4 5

not at I am a
all fan

On a scale of 1-5 rate how good was the experience of using TATA Sky?
1 2 3 4 5

Poo Amazin
r g!

Will you recommend others to also buy TATA Sky?

• Yes

• No

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Bottom of Form

This survey was conducted online and was responded to by 45 people.

The survey aimed at finding out the following from the survey sample:
Frequency of purchase/consumption (more relevant for frequently
purchased product categories)
- First purchase/ second purchase/replacement (relevant in case of
durables)
- Information source for product
- Which factors affected purchase decision?
o Price
o Reference group (family, friends, peers, others)
o Product features
o Product quality
o Any other relevant option as per your product
- Which other brands are known to consumer in the chosen product
category
- The place from where the consumers usually make purchase
- How the consumers liked the product after purchase and
consumption
- Will they recommend the product to others?

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SURVEY RESULTS:
From where did the consumers know about TATA Sky?

Main motivation while selecting TATA Sky

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Awareness of other Brands:

Place of Purchase:

17
TATA Sky Services Ratings (Scale 1-5)

18
TATA Sky Features Rating (Scale 1-5)

TATA Sky Consumer Experience Rating (Scale 1-5)

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Would the respondent suggest TATA Sky to someone else?

Survey Analysis:
From the data collected the following points emerged:

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1. The main source of awareness and information regarding TATA Sky
is gleaned from the television commercials. This can be attributed
to the use of Amir Khan as a brand ambassador and the popular
jingle “isko laga dala toh life jhingalaala”. This jingle has become
quite famous and consumers respond to it. Amir Khan has a clean
and respected image in the country and hence his presence has
definitely helped TATA Sky gain a lot of popularity.
2. The main reason why people tend to buy TATA sky emerged as an
outcome of the TATA brand. The TATA group is one of the oldest
business corporations in the world and it is respected and known for
its sincerity and dedication for quality and integrity. Add to this the
charisma of its head honcho Mr. Ratan TATA and you have a very
strong brand, one which by itself is enough to pull customers
towards it. A lot of people also said that price was factor. This is a
surprising result since TATA Sky is one of the higher priced brands in
the DTH space. We attribute this to the value for money that TATA
sky provides to the customers.
3. All the respondents to the survey had knowledge about other DTH
providers in India. The most popular ones turned out to be SUN TV
and Airtel. Lot of people also knew about Dish TV. But yet the most
popular brand was TATA Sky.
4. From the survey, we realised that most of the respondents brought
their TATA Sky sets directly from TATA. This means that the
distribution network that has been set-up by TATA is both effective
as well as popular. The second favourite method of subscribing to
TATA Sky was via Showrooms. These include Croma, Vijay Sales,
Spencer’s, Next, etc. These would be popular because many people
buy this service as an add-on with their televisions.
5. TATA Sky found a favourable rating of 4 across the entire product
and product related services categories range. TATA has maintained
its reputation of being able to provide a reliable and good service to
its consumers. The consumers are very happy with the services,
product features and the overall experience of using TATA Sky. In
particular, the ability of TATA Sky to record live programs (TATA Sky
plus) and the 160 GB set top box that they provide has really
impressed consumers in general. Such product features distinguish
TATA Sky from its competitors and allow them to gain market
popularity in spite of the fact that TATA Sky is relatively priced
higher. This has also enabled TATA to not enter into a bidding war
with its competitors.
6. In general, consumers are so satisfied with TATA Sky that an
astounding 76% of them said that they would recommend TATA Sky
to others. Word of mouth publicity is the best form of publicity;

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 hence this kind of personal recommendation has really helped TATA
Sky boost its sales.

COMPETITOR ANALYSIS
Current DTH players competing with TATA SKY in the market are as
follows:
1. Sun TV
2. Dish TV
3. Big TV
4. DD Direct
5. Airtel Live
We have identified Big TV and Dish TV as the two major competing brands
for Tata Sky. An analysis of the marketing mix of both follows:
Product
Commonly with all DTH service providers, a set top box and a Dish to be
installed are the main tangible product parts. Almost every DTH service
provides many interactive features common between them like Movie on
demand, reminders, easy recharges. With highly competitive environment
what the industry is facing today, for DTH, the entire product concept has
not been limited to product itself but moved to innovations and post sale
facilities.
Dish TV, launched by Essel group in 2003 is India’s first direct to home
entertainment service. It has revamped its packages in three tiers - Silver,
Gold & Platinum by structuring the channels genre wise. Dish TV provides
the maximum number of total channels i.e. 240 channels as well as
Regional Channels.
Value added services by offered by Dish are:
• Shaadi active
• Bhakti active
• ICICI active
• Job active
• Astro active
• Travel Active
• EPG i.e. Electronic Programming Guide
• Parental Lock
• Active services for kids, gaming

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 • Multilingual services
• Movie on Demand
To offer such services to the consumers, Dish TV has joined hands with
companies like Yatra.com, Monster.com and Sony. These associations
have further added to the existing product of Dish TV.

Reliance-ADAG’s Big TV launched its DTH service on August 15th 2008.

Big TV DTH had to compete with already established players Tata Sky and
Dish TV.
Interactive product features of BIG are
• Interactive news
• Interactive games
• Stock updates by iStock
• Parental Control
• My Top 10 – Easy Program Guide
• Interactive cooking
• Personalization of channels
• Picture-in-Picture (PIP)
• MPEG4 technology
• Video on Demand
Price
Prices of DTH service include installation charges and additionally
recharge packages as main attributes. Initial purchase includes delivery
and installation mainly. DISH TV can be brought at home at cost of 1590
plus 200 installation charges as stipulated by the company. BIG TV
provides get started kit (GSK) at the cost of 1490 including three months
complimentary subscription. The associated attributes like initial channel
plan, subscription period and interactive services vary with the initial
installation facility subscribed.
The following tabular representation shows the price structure of both the
services:
DISH TV
Service package Price(per month) Number of channels
Silver pack 113 135
Gold pack 190 155
Titanium pack 283 185
South silver pack 113 135

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Child pack 155 170
Titanium annual pack 3617(for 1 year) 188

DISH has become price competitive with its feature ‘Dish A La carte’. It
has segregated all channels in different patterns and grouped them
accordingly.

Reliance BIG TV
Service package Price(per month Number of channels
excluding tax)
Starter packs
Starter 1 115 69
Starter 2 185 95
Starter 3 210 117
South starter 210 127
Regional packs
Marathi plus 30 4
Gujrati plus 30 1
Bangla plus 30 4
Telegu plus 30 5
Top up packs
News plus 25 3
Cinema pack 50 15
Elite plus 25 3
Music plus 25 3

As visible from the price structure, Reliance Big has evolved with variety
of choices for the customers who have language preferences and it has
become more selective particularly in South India.
Promotion
DTH service providers have been utilizing almost all promotional Medias
for their advertizing. All promotional campaigns by DTH companies are
concentrating more on being most profitable in terms of customer service.

24
Like all services, TV campaigns and advertisements have been done by
both Dish and Big TV. Dish has used aggressive ads with Shahrukh Khan
who can be considered the best brand in itself, as its brand ambassador.
“Thoda aur wish karo- Dish karo” had been used by Dish TV which fits
itself with all the promotional offers provided by them time to time. The
new tagline “Sabse Zyada” matches with the wide array of extra services
they provide now.
Reliance Big has not used celebrity endorsements but they have come up
with equally creative ads and the name of brand Reliance has been
highlighted by them. They have used the tagline “Ho to Big Ho” in their
promotional campaigns.

Additionally following are some more promotional activities by them:

• Like Tata Sky had used Samsung, Zee group has promoted Dish TV
by roping in LG for one such offer where, along with select television
models, the customer also gets a free Dish TV connection.
• Dish TV recently released TurboHD, the most advanced HD access
in the world. Dish TV TurboHD is possible because of a huge
advance in HD and satellite technology that allows a much faster
processing speed of data.
• Dish TV spends more than Rs.100 crore annually to create an all
round presence across major media vehicles in the country.
• Reliance Big TV has come up with a special offer for consumers in
Karnataka by offering ten channels with a starter pack of Rs 1490
and Rs 1690 for popular pack.
• Reliance ADAG has launched a scheme to help in the promotions of
Big TV. Created for the Reliance Energy users, the marketing
scheme boasts of Big TV's affordability as compared to Tata Sky and
Dish TV.
• Reliance BIG TV has also brought special offers especially timed
with Indian festive seasons like Ganeshchaturthi in Maharashtra etc.
Placement
Dish TV has a huge distribution network of about 700 distributers and
48000 dealers covering more than 6600 towns across India. It has round
the clock call centre service in 11 different languages to take care of
subscriber requirements. It has various plans for further expansion which
includes additional focus on Dish care centers, Service franchisees, Dish
Shoppes and collection agencies. Dish TV provides hardware installation
facility at the convenience of subscribers’ homes.

25
Big TV who already has a mobile service hopes to leverage its distribution
network, apart from putting its own distribution footprint in place.
1. BIG TV DTH service is available at 1 Lakh retail outlets across
10,000 towns. The number also includes over 240 Reliance World
and 2000 Reliance Mobile Stores in the country which will provide
recharge vouchers (RCVs) for its DTH service.
2. Big TV has tied up with Oxigen, the single point recharge services in
India. It has done so as to provide its subscribers an additional
option to recharge from Oxigen outlets across the country.
3. Subscribers can now make payments through credit cards, debit
cards, internet banking, IVR, SMS or by calling the toll free
number. Reliance has also used local grocery stores, gift stores and
utility stores to further improve the existing network.

Suggestions for Tata Sky

Tata Sky has been very efficient in having an edge over other services. In
terms of after purchase services and quality, Tata Sky has placed itself far
better and consumer forums have been witnessing the same. For
example, after installation, Tata Sky takes 20 minutes for set top box to
get activated while others may take 1 or 2 days. Still as the core strategy
in marketing, in tough competition, frequent innovations and
modifications in product is must. Here are some of suggestions for Tata
Sky that may turn out to be profitable:
• Tata Sky has an opportunity to upgrade its transmission technology.
Currently it is using MPEG2 digital compression technology while the
technique has been upgraded to MPEG4 which is being used by
Reliance BIG. The up gradation can bring out more channels and
better quality for Tata Sky. Although it cannot be done very easily
as it demands replacements for set top box but still proper planning
and replacement scheme can make it possible.
• Tata Sky can move into rural areas where TV viewers have been
increasing rapidly. The total subscriber base of DTH in the country is
around 4 million, of the total TV universe of 117 million. Additionally
in rural, hilly areas and line of control where cable TV is not feasible,
Tata Sky can plan to enter first and create niche for itself. Besides
this, with mobile STBs there is also a scope for Tata Sky to cater

26
 markets like luxury cars, tourist buses, airlines etc. for DTH
transmission.
• Service level is a key differentiator in DTH industry. Although Tata
Sky has been proved to be better in services to customers, following
new improvements may be fruitful:
1. Grievance handling mechanism
2. Minimum hidden costs and conditions
3. More south and other regional language packages.

CONCLUSION

As mentioned in the summary, the project aimed to understand the

different strategies used by TATA Sky with respect to the 4 p’s, Consumer
behaviour patterns and its competitors.

TATA Sky has succeeded in building a stable and reliable product which
has enough features for the consumers to be satisfied with. The company
is constantly innovating as can be seen from its TATA Sky plus service,
where they offer live recording with a 160 GB hard disk. With respect to
the competition, TATA has a higher price tag for its product but it gets
compensated by the array of features its offers. TATA Sky advertisements
featuring Amir Khan and Gul Panag are a rage, as is its jingle “isko laga
dala toh life jhingalaala”. TATA Sky has used the TATA distribution
network to great effect and has one of the best supply chains in the
business. Consumers on the whole are very satisfied with TATA Sky and

27
76% would recommend it to others. This is consistent with the TATA
theme of delivering the best value to the consumer and it results in the
consumer trusting the brand and the product.

As a group, we realized how the 4 p’s are implemented in practice. For

that matter, the DTH industry was a good example because the market is
still expanding. It enabled us to understand how important it is for the
companies to have a good marketing mix. The consumer behaviour
survey allowed us to understand how the various factors (which we had
learnt in class) actually affect consumer purchasing behaviour. We
understood that learning is a prime factor which affects how the consumer
views the TATA Sky product. Analysis of the competition showed us that
while TATA Sky remains the market leader; its nearest competitors are
catching up. TATA Sky needs to constantly re-innovate to keep ahead of
the competition and maintain its position as the market leader.

REFERENCES
1. www.tatasky.com
2. www.blonnet.com
3. www.indiantelevision.com
4. www.tata.com/company
5. http://www.domain-b.com/companies/companies_t/tatagroup
6. www.dishtv.in
7. www.bigtv.co.in
8. snltranscripts.jt.org/Dish-network.phtml
9. Reliance-big-tv.blogspot.com/2008/04/big-tv-promotions.html

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 10.www.broadbandforum.in/Tata-Sky-dth
11. www.indiantelevision.com
12.The Hindu Business Line
13.www.afaqs.com
14. www.tatasky.com
15. http://www.airtel.in/wps/wcm/connect/DTH/bharti+dth/home/dth-
pg-homepage
16. www.dishtv.in
17. www.sundirect.in
18. http://en.wikipedia.org/wiki/DD_Direct%2B
19. http://www.rediff.com/money/2004/mar/23spec.htm
20. http://www.indianetzone.com/42/history_indian_television.htm

SURVEY REFERENCES

1. Link to the survey sheet:

http://spreadsheets.google.com/viewform?
formkey=dDJYc29hLWtYUFFqa0ljN2dBcmdHWXc6MA

2. Link to the survey data:

http://spreadsheets.google.com/ccc?
key=0AmcmMymfVk7ydDJYc29hLWtYUFFqa0ljN2dBcmdHWXc&hl=en

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