Group-9,PGDBM (Sec-A) Raj Kumar Rath Ankit Jain Abhishek Mahajan Aprajita Verma Vaishali Bhati Sonal Agarwal

isko laga dala toh life jhingalala

TATA SKY IS 80-20 JOINT VENTURE BETWEEN TATA GROUP & STAR.INCORPORATED IN 2004 & LAUNCHED ON 8TH AUGUST 2006

USES THE SKY BRAND OWNED BY BRITISH SKY BROADCASTING

Businesses in various sectors – Materials, Engineering, Services, Energy, Information systems & communications and chemicals.

isko laga dala toh life jhingalala

Segment Gap

Need for quality DTH service

Channels in different Languages

Interactive Features

Target segment

Metro city audience

Other urban cities & towns

High Income groups.

isko laga dala toh life jhingalala

Dish TV Reliance Big TV

Airtel Digital TV

isko laga dala toh life jhingalala

Variety with quality

“Entertainment would never be the same again.”

“Isko laga dala toh life jhinga lala”

isko laga dala toh life jhingalala

Introductory price Rs.200 per month Set top box worth Rs. 1599 Additional STB Rs. 750 Superior technology => comparatively

higher price => Target consumers

isko laga dala toh life jhingalala

Market Offerings (The 3 Cs)

Control : Multi-view Mosaic Window & Parental Control Convenience : 7 days EPG Choice : No. of Channels Evolved user interface

isko laga dala toh life jhingalala

Features

187 channels Fixed channel positions and uniform volume

levels 7 days EPG Parental controls VOD – Newly released movies and Sporting

events without commercials Multi-view Mosaic Window

isko laga dala toh life jhingalala

isko laga dala toh life jhingalala

Rs 1,599(inclusive of all taxes)

Rs 1,000(inclusive of all taxes)

Packages starting fromRs 125per month

Benefits

Lock in period (1 year) Multiple connections at cheaper rates. Region specific offer Superior picture and sound quality

isko laga dala toh life jhingalala

Special introductory offers Two-pronged strategy Set up a call center in South India Soft launch Wide spread availability Retailing avenues Shift from FLAT FEE model to CASH PER

lead model. Value for money.

isko laga dala toh life jhingalala

Advertisements

Print Media

Brand Ambassadors: Aamir Khan Asin Thotunkal

isko laga dala toh life jhingalala

Annual sales figures

isko laga dala toh life jhingalala

10

7

30

53

Market Share (in %)

Big TV

Airtel's Digital TV

Tata Sky

Dish TV

isko laga dala toh life jhingalala

TATA SKY AIRTEL DIGITAL TV

BIG TV DISH TV

PRICING Set top Box- Rs. 1599Rentals- Rs.125-Rs.310

Set top Box- Rs. 1750Rentals- Rs.109 – Rs. 850

Set top Box- Rs.1490Rentals-Rs.100-Rs.450

Set top Box- Rs. 1499Rentals- Rs.113 – Rs. 283

NO. OF CHANNELS

187 164 184 180

isko laga dala toh life jhingalala

isko laga dala toh life jhingalala

www.tata.com www.tatasky.com Wikipedia Customer Forwarding Agency (CFA)

isko laga dala toh life jhingalala

isko laga dala toh life jhingalala