tztz sky

Consumer awareness on TATA SKY

WINTER PROJECT ON

CONSUMER AWARNESS

ON

Isko laga daala,toh life jingalala

TM Tata Sons Limited. SKY TM British Sky Broadcasting Group plc.

A

WINTER PROJECT

ON

CONSUMER AWARNESS ON

TATA SKY

The Surat People’s Co-Operative Bank College of Business AdministrationThe Surat People’s Co-Operative Bank College of Business Administration


SUBMITED TO

S.P.B. COLLEGE OF BUSINESS ADMINISTRATION

UDHNA

SURAT

AFFILITED TO

VEER NARMAD SOUTH GUJARAT UNIVERSITY, SURAT

IN PARTIAL FULFILLMENT OF THE

REQUIREMENT FOR THE DEGREE OF

BACHELOR OF BUSINESS ADMINISTRATION

PREPARED BY

PATEL RAVI H.

(MARKETING)

ROLL NO:-22

GUIDED BY

MR. HORMAZ PATEL

S.P.B. COLLEGE OF BUSINESS ADMINISTRATION

UDHNA

SURAT

MARCH-2008

ACKNOWLEDGEMENT

In the realization of one’s goal man is not an independent identity. It is

the collective efforts of the people from different circle. Keeping this in mind, I would



like to take this opportunity to show my appreciation to all those who have

contributed in one-way or other, small or big.

I have a great pleasure in expressing my deep sense of gratitude to my

prestigious institution Surat People’s Co-op Bank College of Business

Administration for offering me an opportunity to carry out my training.

I would like to thanks Mr. Hormaz Patel for his in stinted support,

fruitful discussions, unfailing and tireless efforts, valuable and productive guidance

and showing his keen interest in accomplishing my research work successfully.

Finally, I feel my self lucky to express my heartiest to all who have

directly or indirectly helped me in putting my research work on success.

DECLARATIONDECLARATION

I, Ravi PatelRavi Patel here by declare that the present project entitled

“Consumer Awareness on TATA SKY” work is a result of my own work



and my indebtedness to other work/publication, if any, have been duly

acknowledged.

DateDate: -: - ( (SignatureSignature))

PlacePlace: -: - Surat (Udhna) Ravi patel

(Roll no: 22)

EXECUTIVE SUMMARYThis project i.e. “Consumer Awareness on TATA SKY” is purely focused on how

tough awareness is going in the current market. Nowadays, more and more companies

are coming up with their new DTH services to entertain the people in their life.



The introduction of the industry includes some vital detail about the history of DTH

service. Soon after the beginning of the DTH service, in the opening only DD direct

plus and Dish TV was successively doing their business but at the moment TATA

SKY is also second-hand as DTH services.

The introduction of the company includes the details of the TATA SKY, its

milestones, its new schemes and services etc…..

The objective of the project report is to conduct a survey to find out the awareness of

the consumer or people towards Tata Sky.

I used the simple random sampling research design for the project as I tried to know

the awareness of consumers while using the DTH service as their entertainment. I

have collected primary data by filling questionnaire which have analyzed; tabulated

and meaningful conclusion are drawn out of it.

The sample size used for conducting the field survey was 100 respondents. I will try

my best in preparing this project report, still there may be some obstacles that comes

in the way and stop me to 100% accurate result.

Analysis and findings includes tables and graphs which were followed by meaningful

interpretation.

Conclusion of the project includes the expression expressed by various respondents

from whom the data are collected.

INDEX

CHAPTER TOPIC PAGE NO.

I ACKNOWLEDGEMENT i

II DECLARATION ii



III EXECUTIVE SUMMARY iii

IV INDEX iv

1 Industry Profile 1

2 Company profile 11

3 Theoretical Concept 28

4 Analysis and Interpretation of the Data 40

5 Findings & Conclusions 49

6 Recommendation 66

7 Bibliography 69

8 Annexure 71

9

INDEX INDEX

EXECUTIVE SUMMARY

DECLARATION



ACKNOWLEDGEMENT

CHAPTER 1: INDUSTRY DETAILS……………………………………………….

CHAPTER 2: COMPANY DETAILS………………………………………………..

CHAPTER 3:

ANALYSIS…………………………………………………………….

OBJECTIVES OF THE PROJECT

PRIMARY ANALYSIS

RESEARCH METHODOLOGY

CHAPTER 4: CONCLUSION & SUGGESTIONS

CHAPTER 5: LIMITATIONS OF THE PROJECT

BIBLIOGRAPHY

ANNEXCURE

CHAPTER: 1

INDUSTRY PROFILE

DTH Industry



Introduction

With the Indian economy booming at a GDP growth rate of 8.7%, there is sense of

growth prevailing everywhere. The average Indians disposable income and

purchasing power has risen to never before levels. The Indian Entertainment & Media

industry is also not far behind. It is currently estimated at a worth of Rs. 450 billion

with a CAGR of 18% over next 5 years. Terms which were alien to Indians like DTH,

Digital Cable, and IPTV are suddenly finding presence of country’s journals.

India would overtake Japan as Asia’s largest DTH by next year and be Asia’s leading

cable market by 2010 and the most-profitable Pay-TV market by 2015. This growth

presents a lot of interesting scenarios.

With the 'CAS' issue not yet resolved, there's

'DTH' coming up to muddle things up for you and

me.

Doordarshan will launch its Direct-To-Home

telecast from April 1. Broadcasters like Star and

Zee are pushing hard for DTH services in India

too.

So what is this DTH all about? How, if at all, does it help the customer? Is it good?

Let's show some detail for DTH service.

What is DTH?

DTH stands for Direct-To-Home television. DTH is defined as the reception of

satellite programmes with a personal dish in an individual home.



DTH does away with the need for the local cable operator and puts the broadcaster

directly in touch with the consumer. Only cable operators can receive satellite

programmes and they then distribute them to individual homes.

How does DTH work?

DTH network consists of a broadcasting centre, satellites,

encoders, multiplexers, modulators and DTH receivers.

DTH service provider has to lease Ku-band transponders

from the satellite. The encoder converts the audio, video

and data signals into the digital format and the

multiplexer mixes these signals. At the user end, there will be a small dish antenna

and set-top boxes to decode and view numerous channels. On the user's end, receiving

dishes can be as small as 45 cm in diameter.

DTH is an encrypted transmission that travels to the consumer directly through a

satellite. DTH transmission is received directly by the consumer at his end through the

small dish antenna. A set-top box, unlike the regular cable connection, decodes the

encrypted transmission.

Tata Sky uplinks

channels to its satellite

that transmits digital

signals directly to a

minidish fixed on the

subscriber's balcony,

terrace or outside the

window. The minidish

relays the signals to

Digicomp that decrypts

and relays them to the television. A large building with multiple inhabitants can use a

single minidish with individual digicomp at each home.



The history of DTH in India

DTH services were first proposed in India in 1996. But they did not pass approval

because there were concerns over national security and a cultural invasion. In 1997,

the government even imposed a ban when the Rupert Murdoch-owned Indian Sky

Broadcasting (ISkyB) was about to launch its DTH services in India.

Finally in 2000, DTH was allowed. The new policy requires all operators to set up

earth stations in India within 12 months of getting a license. DTH licenses in India

will cost $2.14 million and will be valid for 10 years. The companies offering DTH

service will have to have an Indian chief and foreign equity has been capped at 49 per

cent. There is no limit on the number of companies that can apply for the DTH

license.

How does DTH really differ from cable TV?

The way DTH reaches a consumer's home is different from the way cable TV does. In

DTH, TV channels would be transmitted from the satellite to a small dish antenna

mounted on the window or rooftop of the subscriber's home. So the broadcaster

directly connects to the user. The middlemen like local cable operators are not there in

the picture.

DTH can also reach the remotest of areas since it does away with the intermediate

step of a cable operator and the wires (cables) that come from the cable operator to

your house. As we explained above, in DTH signals directly come from the satellite to

your DTH dish.

Also, with DTH, a user can scan nearly 700 channels!

Why DTH is is being discussed now?

Doordarshan plans to launch its DTH telecast from April 1. The government has said

it will provide 10,000 dishes free across eight states for increased community viewing



of the DTH service. The government is estimated to be investing over Rs 300 crore

(Rs 3 billion) in this DTH venture.

There are four serious contenders for DTH services in India: Doordarshan, Star, Zee,

and Data Access.

Is DTH superior to cable TV?

Yes. DTH offers better quality picture than cable TV. This is because cable TV in

India is analog. Despite digital transmission and reception, the cable transmission is

still analog. DTH offers stereophonic sound effects. It can also reach remote areas

where terrestrial transmission and cable TV have failed to penetrate. Apart from

enhanced picture quality, DTH has also allows for interactive TV services such as

movie-on-demand, Internet access, video conferencing and e-mail. But the thing that

DTH has going for it is that the powerful broadcasting companies like Star, Zee, etc

are pushing for it.

So why are broadcasters pushing for DTH?

In DTH, the payments will be made directly by the subscriber to the satellite company

offering the service.

A big problem that broadcasters face in India is the issue of under-reporting of

subscribers by cable operators.

Consider the cable operators pyramid. Right at the top is the broadcaster. Next comes

the Multi Service Cable Operator (MSOs) like Siticable, In Cable, etc. Below them

are the Access Cable Operators (ACOs) or your local cable guy who actually lays the

wires to your house.

The local cable operators or the ACOs then allegedly under-report the number of

subscribers they have bagged because they have to pay the MSOs something like Rs

30-45 per household. Showing a lesser number of households benefits ACOs.



With no way to actually cross check, the MSOs and the broadcasters lose a lot.

Broadcasters do not earn much in subscription fees and are mostly dependent on

advertisement revenue to cover their costs, which is not sustainable and does not offer

high growth in revenues for broadcasters.

The way out of this is to use a set-top box so that it will be clear how many

households are actually using cable or going for DTH where broadcasters directly

connect to consumers and can actually grow revenues with a growth in the subscriber

base.

Why do Doordarshan, Zee, Star think DTH will work in India?

Today, broadcasters believe that the market is ripe for DTH. The prices of the dish

and the set-top box have come down significantly. Overall investments required in

putting up a DTH infrastructure has dropped and customers are also reaping the

benefits of more attractive tariffs.

The major thing that DTH operators are betting on is that the service is coming at a

time when the government is pushing for CAS (conditional access system), which

will make cable television more expensive, narrowing the tariff gap between DTH

and cable.

Will DTH be cheaper than cable or more expensive?

DTH will be definitely more expensive than cable as it exists today.

A set-top box is a must for DTH. Earlier, when CAS made set-top box mandatory for

households, the costs between DTH and cable would not have been too wide.

But CAS on the backburner now -- which means no set-top box (a must for DTH), the

price gap between DTH and cable, will be wide.

In Oct 2002, Siticable, which is owned by Zee, said that the cost of the installation

equipment, which includes the receiver dish and the set-top box, would be priced at

around Rs 3,900. Siticable is looking to rope in 1 million subscribers in 15 months.



Other estimates say that digital cable set-top box may cost Rs 4,000, a DTH decoder

dish is unlikely to cost less than Rs 7,000.

DTH's minimum subscription could be priced around Rs 500 per month.

Some reports say that an entry level DTH STB will cost about Rs 7,000 (including

taxes and installation cost at consumers end). A more advanced STB with value added

features like PVR (Personal Video Recorder), PSTN connectivity, Gamming console,

channel management system, etc. may cost as much as Rs 15,000.

So, what's the buzz? Will DTH finally be the one that rules?

The cable system is well entrenched in India and is showing quite rapid growth. If

DTH had come to India in 1996-97 (like Star had originally attempted), then it could

have made a significant breakthrough.

Europe is an example of this. DTH developed there before cable and now controls

nearly 80 per cent of the total satellite television subscriber base. But in US, cable

rules because it came before DTH.

DTH will definitely cut into the existing cable user base. It will make the local cable

operator less important and take business away from him. It will give consumers

greater choice.

But it is likely to be an up market premium product and most middle class households

will stick to cable.

Current Players The current players in DTH industry are


DTH market share

59%28%

13%

DD Direct+ Dish TV Tata Sky


1. DD-Direct + of prasar bharti, comprising of 33 FTA channels and 12 all India

radio channels

2. Dish TV of ZEE groups

3. Tata Sky – the joint venture between Tata and Murdoch’s Sky TV

A recent survey done using the Television Audience Measurement (TAM) puts

DD-Direct+ with 4.5 million homes at top with Dish TV having 2.1 million homes

and Tata Sky capturing 1 million home.

The following companies have either the license/letter of intent or applied for the

license to operate DTH services.

1. Sun Direct of Sun Network

2. Reliance Blue Magic from Reliance ADAG

3. Bharti Telemedia

4. Videocon Industries

CHAPTER: 2



COMPANY PROFILE

TATA SKY

IntroductionTata Sky

Type Joint venture between Tata Group (80% stake) and

STAR TV (20% stake)

Founded 2004

Headquarters Kirloskar Business Park, Bangalore, India

Industry DTH Pay TV

Products Direct broadcast satellite

Slogan Isko laga daala, toh life jingalala

Website www.TataSky.com

Profile

Tata Sky is a DTH satellite television provider in India.

It is a joint venture between the Tata Group, that owns

80% and STAR TV that owns a 20% stake.

Tata Sky was incorporated in 2004 but 'Tata Sky was launched' in 8th August, 2006. It

currently offers close to 110 channels and some interactive ones.

Its current tagline is "Isko laga daala, toh life jingalala!”

Th e company uses the Sky brand owned by BSkyB. The Sky brand, owned by the

UK-based British Sky Broadcasting Group, has more than 20 years of experience in



satellite broadcasting, and is well known for its innovative products and services.

With this service, Tata Sky has joined a select international group of DTH businesses

that operate in areas as far away as the UK and Italy in Europe, and Mexico and

Brazil in Latin America.

What is Tata Sky? Imagine a world where a roar in Corbett National Park can be heard in pristine CD

quality sound. A flower blossoming can be appreciated in digital detail. And a sunset

in Hawaii viewed in all the 84,612 shades of orange.

A world where the mere push of a button gives you courtside seats at the Wimbledon

or balcony seats to the latest blockbuster movie.

Imagine a world where audio CDs will be outdated, and DVD libraries, frankly,

unnecessary.

In this world, wires will be redundant and handheld gaming consoles a thing of the

past. Information will travel through space, and the mighty remote will give you

access to your personal choice of channels.

This is the future. This is DTH from TATA and STAR. The next wave of technology

that will revolutionize home entertainment in India. This is Tata Sky.

Vision

Tata Sky plans to launch its DTH service with top-of-the-line infrastructure and

revolutionize Indian entertainment through its superior DVD quality picture and CD

quality sound. The service envisions to:

Connect every television home

Empower every television viewer

Revolutionize home entertainment



Area of business

Tata Sky offers viewers a variety of popular channels in categories ranging from

entertainment, sports, movies and music to news and documentaries in DVD-quality

picture and CD-quality sound. The service further aims to empower television viewers

with choice, control and convenience through a wide range of programming and

interactive features, thus becoming a one-stop shop for all the television entertainment

needs of customers.

With state-of-the-art digital infrastructure and partners that include global leaders in

digital technology, Tata Sky provides for hardware installation at subscribers' homes,

as well as after-sales service through an extensive customer service network that

provides complete customer care. Tata Sky also retails its hardware and prepaid

recharge vouchers through popular consumer electronic stores to facilitate consumer

access.

Business partners

Tata Sky has invested in state-of-the-art digital infrastructure and has partnered with

global leaders in digital technology.

Indian Space Research Organization: The Company has on lease all 12 KU-Band

transponders on ISRO's Indian satellite, INSAT 4A, and the most advanced and high-

powered KU-Band communication satellite in the region. The satellite enables Tata

Sky to offer superior picture and sound quality with a wider range of channels.

NDS: Tata Sky has partnered with NDS, a provider of technology solutions for pay

television. The NDS Video Guard conditional access solution provides superior

broadcast security, and enables Tata Sky to offer multiple programming and pricing

packages.



Siebel: Tata Sky has partnered with Siebel, leaders in Customer Relationship

Management (CRM) software, to support operations through call centres and field

service operations, customer order management and product configuration.

Comverse: COM verse’s Kenan FX billing software supports billing for all

residential, institutional and commercial customers. The software has been enhanced

specifically for Tata Sky to support a new industry pre-paid billing service that allows

customers 'to pay as you go'.

SAP: SAP's Enterprise Resource Planning (ERP) application suite supports the

company's materials management, sales and distribution, finance and control, and

human resources requirements.

Sun Microsystems: The company provides world-class technology infrastructure to

Tata Sky, which helps in delivering high levels of service standards that ensure

maximum up-time, fault recovery and load management. Sun has also provided Tata

Sky with installation, engineering expertise and support.

Thomson and Humax: The Company provides top-of-the-line digicomps, customized

specifically for the Indian markets. The technology allows Tata Sky to deliver

multiple programming, pricing packages, and interactive services to its customers.



Entertainment

Tata Sky's satellite service brings home a whole new

entertainment experience with its direct-to-home (DTH)

television service. Subscribers can now choose from a

variety of popular and new channels and enjoy interactive features. Some of the

highlights of the service are:

Entertainment and Media channels

Tata Sky offers subscribers popular channels such as STAR group channels, Sony,

Discovery, Disney, MTV, NDTV, ESPN STAR Sports, National Geographic, Eenadu,

TV Today, Asianet and many more.

Digital – quality service

The service provides viewers with DVD-quality picture and CD-quality sound,

enhancing their viewing experience.

Television goes interactive

Ever thought of playing interactive games on your television? Or getting weekly

channel schedules right on the TV screen with synopses of programmes? Interactive

features on Tata Sky make all this and more possible.

Features like Active STAR News, Active Newsroom and Active Khabar allow

viewing multiple channels on a single screen. For kids there is a special Active Wiz

kids learning service. With parental control functions it's also easy to lock channels

with special PIN numbers.

Customer service and infrastructure support

Tata Sky has set up a pan-India distribution network of popular consumer electronic

stores and mobile phone outlets that retail its hardware and prepaid recharge

vouchers. The company has also tied up with LG, ITC International Business Division

and Indian Oil Corporation to support its distribution network.



Tata Sky undertakes installation and servicing of hardware at subscribers' homes,

ensuring high levels of customer service. The company has engaged a field force of

qualified professionals complemented by multi-lingual customer service associates

adequately trained to solve all customer problems.

Achievement

Within a span of one year, Tata Sky has:

Established itself as the fastest growing Pay TV platform in India

Established Tata Sky as a trusted and premium brand: achieved 87% brand

awareness within the first six months of launch

Expanded its product offering from 55 television channels at the time of

launch to over 120 channels and interactive services (Active Games, Active

Sports, Active STAR News, Active Khabar, Active Newsroom and Active

Wiz kids)

Launched Active Wiz kids, the first-of-its-kind education based interactive

service in the world that teaches children through learning games

Set up state-of-the-art digital infrastructure including an uplink centre in

Gurgaon and three high-end 24x7 call centres in Hyderabad, Mohali and Pune

supporting 11 languages (English, Hindi, Marathi, Gujarati, Punjabi,

Malayalam, Kannada, Tamil, Telegu, Oriya and Bengali)

Expanded its distribution network from 300 towns and 10,000 dealers at the

time of launch to 4,500 towns and 30,000 dealers across the country and

operating through 245 exclusive distributors

Simultaneously trained 5000 people in a span of 6 months across 180 cities

(the largest corporate training initiative in India)

Become the gold standard in customer service: achieved globally best-in-class

(durable and telecom industries) customer satisfaction scores.

Introduced first-time ever interactive television promotions across popular

television channels including Sony (Indian Idol highlights on-demand), STAR

World & STAR One (Coffee with Karan Contest) and STAR Gold (Tata Sky

Pure Gold Krrish Contest & Tata Sky Pure Gold Don Contest)



Milestone

2005

TATA - STAR DTH venture signs lease agreement with ISRO (Indian space

research organization)

TATA - STAR DTH Venture Receives Ministry's Clearance

2006

Tata Sky selects NDS systems to create India's most advanced digital and

interactive DTH service

Tata Sky launches ACTVE WIZKIDS - a unique edutainment service

Tata Sky launches pay-per-view service - SHOWCASE

Tata Sky Launches ACTVE SPORTS on ESPN STAR Sports

Television finally becomes interactive with Tata Sky

Tata Sky Satellite Television Service Launches Across the Country

Tata Sky partners with Humax for set-top boxes

Tata Sky selects Sun Microsystems to build state-of-the-art direct-to-home (DTH)

television service in India

Tata Sky selects Maxus as its media buying partner

Tata Sky partners with Thomson for set-top boxes

Zee-Turner channels now on Tata Sky

2007

Tata Sky introduces three new interactive services: Active Darsan, Active Learning

and Active Stories

Tata Sky expands offering to 140 channels

Tata Sky crosses 1 million marks in record time

Unparalleled World Cup cricket viewing experience on Tata Sky

Tata Sky launches three new channel packages

Watch ICC World Cup on Tata Sky with Hrithik Roshan

Tata Sky offers 5 months of free viewing



Interactive services

Get your favorite recipes when you want

On Active Cooking you can get your favorite recipe

when you want at the press of a button. The service

features four new and easy-to-cook recipes daily, from

master chefs across the country along with handy kitchen

tips.

Make your child a genius

Designed specifically for preschoolers, Actve Wizkids is a

television based service that aims to continue a child’s

learning process at home through a host of fun-filled games

covering Mathematics, the English language and General

Knowledge.

Take daily quizzes covering Maths, GK and Science on your TV

A quiz based educational service covering Maths,

GK and Science for children in the age group of 7-

11 years. The content for this service is provided by

24x7guru.com.



Enjoy your favorite story books on TV

A TV based story book that children can read and listen

to at their own pace. The service features new stories in

English and Hindi everyday from the likes of

Panchatantra, Jataka tales and Hitopadesh.

Turn your home into a mini stadium

Watch cricket the way you want with exclusive

features like :

Highlights on-demand

Choice of commentary language

Multiple camera angles

Interactive games for all ages

Choose from six games on your TV that can be

played with the Tata Sky remote. The games are

refreshed periodically so that your excitement

levels never wane.



Catch a news story as it breaks; simultaneously on four

channels

watch four different English news channels like

Headlines Today, Times Now, CNN IBN and NDTV

24x7 all on a single screen. Choose the audio of the

desired channel.

Go directly to your favorite news section

Control how and when you want to watch the

news. Go directly to:

Headlines

Top stories

Features

Get daily astrology predictions, at the press of a

button

Find out what each day has in store for you with daily

predictions from Bejan Daruwalla’s Ganesha Speaks.



24x7 darshan of the ISKCON temple, Juhu and the

Shirdi Sai Baba temple

Get darshan of the ISKCON temple, Juhu and the

Shirdi Sai Baba temple on your TV, throughout the

day. This new service is brought to you in

partnership with STAR News.

Your private multiplex at home

Watch the latest blockbusters from the comfort of

your home on Tata Sky's pay-per-view service,

Showcase. All movies come with just a single ad-

break and in original print. The movies can be

ordered once and enjoyed multiple times through

the day.

With guide you can:

Find out what’s playing on any channel up

to 7 days in advance

Set reminders for up to 50 programmes you

wish to watch

Get synopses of programmes

HOME



If you cannot decide which serial or movie to watch, switch to ‘ home ’

Home provides a list of channels based on categories. You can get a preview of

movies/ serials/shows playing across all channels on the same screen. Deciding what

to watch was never this easy

.

SEARCH & SCAN BANNER

This feature allows you to find out what’s playing

on another channel without changing the channel

you are watching. The banner appears at the base of

the TV screen without interfering with what you

are watching and disappears automatically after

giving you the schedule of programmes across all

channels.

SETTING FAVOURITE CHANNELS

Select up to 20 channels and position them in the order

of your preference. Press ‘fav’ on your Tata Sky remote

to go directly to any of the selected channels.

Payment system on Tata sky

Online payment

Recharge Voucher



Online Payment

Pay online for your monthly subscription through your credit card/net banking

account.

Login to the My Tata Sky section and click on the Account Recharge option

(available only to registered users of My Tata Sky)

Recharge Voucher

Purchase a recharge voucher of the desired denomination from nearest Tata Sky

dealer then;

Scratch the security foil on the reverse of the voucher to reveal the unique 16-digit

recharge PIN

Login to the My Tata Sky section, click on the Account Recharge option and enter

your 16-digit PIN to recharge your account (available only to registered users of

My Tata Sky)

OR

Send RC <16-digit recharge PIN> to 56633 from your Registered Mobile Number

(RMN). To register your mobile number, send RMN <space> <your 10-digit

subscriber ID> to 56633 from your mobile phone.

OR

Call the Tata Sky helpline to enter your 16-digit PIN through the IVR

Tata Sky recharge vouchers are available at all and outlets. They are

also available at select outlets.

ContactTata Sky help lines:

From MTNL / BSNL lines: +1 (860) 425 6633

From other lines:

Western India: +91 (20) 6600 6633



Northern India: +91 (172) 6600 6633

Southern and Eastern India: +91 (40) 6600 6633

For more information please see www.tatasky.com or Tata Sky profile

CHAPTER: 3

ANALYSIS

OBJECTIVES OF THE PROJECT



It is obvious that every task has some objectives. My objectives behind

working on this project are:

-*) the main objective of this project is making the consumer aware of His/Her

rights.

RESEARCH METHODOLOGY

1. ORIGIN & FORMULATION OF RESEARCH OBJECTIVE



It is the first and the most important stage in applied research. The objective of

the project is to know the consumer awareness is making the consumer aware of

His/Her rights. It means that consumers not or are aware of products or services, its

characteristics and the other marketing P's (place to buy, price, and promotion).

At this stage, I will try to define following one thing;

Time & Space boundaries:-

In this project, the time period is 1st January, 2008 to 5th march, 2008. The study is to

be carried out part timely.

2. FORMULATING OF RESEARCH DESIGN

Research design specifies the methods and procedures for conducting a particular

study.

Research design is a plan, structure and strategy of investigation so as to obtain

answer to the problem. Research designs are mainly three types.

Exploratory Research Design:

Exploratory research design focuses on discovery of ideas and generally is

based on secondary data.

Descriptive Research Design:

Descriptive research is more rigid than exploratory research and seeks to

describe users of a product, determine the proportion of the population that uses

a product, or predict future demand for a product.

Descriptive research study is undertaken when the researcher wants to know the

characteristics of certain groups; gender; education level; income; occupation

etc.

Causal Research Design:

Causal research is undertaking when the researcher want to study the cause and

effect relationships between two or more variables. It accomplishes this goal

through laboratory and field experiments.



I am applying Descriptive Research Design; it means a type of conclusive

research that has its major objective descriptive of something. In this Descriptive

research, I use longitudinal research to Study my project, as I m collect one time

information from the unknown sample.

3. SELECTION OF SOURCES OF DATA

The choice of the source of data should be according to the objective and

suitability to the information required. There can be two main classifications of data

sources.

Primary data

Secondary data

Primary data means the data, which is collected by the research for the first time;

in this project I am using this method by conducting a field survey.

The secondary data is collected from article from the internet site. The detail

regarding secondary data is mentioning in the bibliography.

4. DECISION ON DATA COLLECTION TECHNIQUES



Once the decision in the favors of collection of primary data is taken, the

researcher has to decide the made of collecting data. There are two modes of

collecting data.

Observation Method

Survey Method

To collect information through the survey method, I had to select the tool

through which I would gather information one chouse the questionnaire.

I am using survey method as the data collection form. The data were collected

through survey method by personal interview.

Hence Data collection tool is Questionnaire.

PERSONAL SURVEY

I am using this survey because of its suitability to my project, personal survey is

suitable to my research and I will get an opportunity to meet consumer face to face.

The description regarding designs the questionnaire is as follows:-

Types of information to be collected:

I have decided to collect the information regarding the consumer awareness on

tata sky.

Types of question:

I have used open-ended, Rating, Dichotomous (yes/no), Single choice, Scaling

and multiple choice question in questionnaire.

Phrasing question:

I have used simple language while formulation questionnaire so that the

respondents do not confused.

Order of question:



The simple questions were put in the starting to make the respondent familiar

with the subject and to gain his interest to fill up the questionnaire.

Layout of questionnaire:

I have prepared the questionnaire which can be read and interpreted easily. The

questionnaire as prepared using the front “Times New Roman” with front size “12”

with 1.5 line spacing.

5. SAMPLE DESIGN

Looking at the vast geographic area of the Surat city, I have selected the simple

random sampling method for conducting survey. (convince method to access easily.) The sampling method that I will be choosing is the probability. The sample size for

the survey is 100.

6. ORGANIZING AND CONDUCTING THE FIELD SURVEY

After preparing the questionnaire and taking the sample decision the next step is

to organize and conduct field survey. There are 2 aspect related to survey which have

to be considered. .

Interviewing

Supervision of field work

Interviewing:-

As I am collecting the information from the people. I am

using field survey for collect the data, it is very necessary to supervise the fieldwork

as the time providing. At some place I got responses after 4 to 5 visit as in starting.

But this also helped me to remove my fear of meeting people.

7. ANALYZING THE COLLECTED DATA



Once the field survey is over and the questionnaire have been received, the next

task is to aggregate the data in to a meaningful manner to bring out the main

characteristics of the data collection. It is necessary to interpretation of data because

faulty and improve data analysis will not give proper insight into the research object.

This phase is divided in three as bellow;

Edition

The first task in data processing is edition. It is the process by which the data are

prepared for subsequent code after review of questionnaire with the object.

Coding

It is the process of classifying the answer to question into meaningful categories.

The symbol used to indicate these categories are code which is systematic.

Tabulation

Tabulation comprises of sorting of the data into different categories and counting

the number of cases that belong to easy categories. I have used different types of

tabulation and frequency distributions and different types of graphs for analyzing

the data collected for and used for the percentage method and CHI square test for

findings.

8. PREPARING THE RESEARCH REPORT

I have used charts and tables are prepared using different colors and texture so that

the finding & analysis can be interpreted with less effort. The typical content of the

research report are formulated in a standard format which is as follow:-

Executive summary

Introduction of company and industry

Objective of the project

Research methodology

Limitation of the project

Analysis



Findings of research

Conclusion

Bibliography

Annexure



LIMITATION OF THE STUDY

As the area of this project is very wide, two months were very less time period.

As again the allocation was less, I was able to interact to very less people and could

analyze only 100 questionnaires which were very less to know about people

awareness in the current market of DTH service.



5. ANALYSIS OF DATA

The analysis is required to come on any conclusion. This

analysis is made from the data collected from the Questionnaire, which is filling up by

various consumers who are aware and not aware about TATA SKY.

Q-1.Do you watch TV?

About asking this question I got the result as follow.

ANSWER RESPONDENT PERCENTAGE

Yes 95 95%

No 05 05%

So from this survey I have found that 95% of people are watching TV and just

5% of people are not watching TV.



Q-2 How frequently you watch the T.V.?



Regularly 45 100%

Rarely 21 -

Once in week 21

Twice in week 13

Q.3 Which types of programme you prefer to watch? (Multiple Option)

Programme RESPONDENT

Sports

News

Geographic

Regional

Serial

Songs

Movies

Histories



So from this survey 50% of the total users of Surat city are using

Vodafone while only 50% of customers are using other operator service. There 49 are

using Vodafone, Airtel (17), Idea (10), Reliance (11), Tata Indicom (1), and BSNL

(10). So we can say that in Surat city majority of people are using Vodafone.

There is very less demand for Tata Indicom, to maintain there customers.

Q.4 Which connection you are use for your entertainment?



Dish T.V 99 99%

Door Darsan

Cable connection 01 01%

Internet

Any other



From this survey I have found that 98% of respondents know

about the mobile service but 1% of respondents are not aware about the service.

Q-4.From which sources you comes to know about Vodafone?


SOURCES PERCENTAGE OF USERS

Advertisement 71

Hoardings 12

Newspaper 02

Mouth Publicity 15



Thus by these analysis of Vodafone, I have found that 71% of

people know about the Vodafone company through an Advertisement, and 12% by

Hoarding or Banner. There 15% of people is having awareness by Mouth publicity or

communicating with other people.



Q-5.First thing which come in your mind when you hear about Vodafone?

About asking this question I got the different types of suggestions, and above

that suggestion I have made the research through Pie chart, suggestions like.

1. Best mobile service

2. Advertisement of Puppy

3. Best Coverage

4. Hutch – Vodafone deal

5. Some prefer Vodafone as best Brand

So through this research I have found that the Vodafone is having

a good awareness in Surat, Gujarat. There the people of surat is having positive

thoughts for Vodafone, as compare to another operating services.

Q-6.Have you ever use Vodafone as mobile service?


ANSWER RESPONDENT % OF USERS

Yes 49 50%

No 49 50%



By this analysis I have found that in Surat there 50% of people are

using Vodafone service and 50% of people are using other operating service Like

Airtel, Idea, BSNL, Tata Indicom, Reliance.

So through this survey it is easily to compare Vodafone with other

operating service. There Vodafone is quite popular in Gujarat because of its service

and especially in there network pr coverage area.



Q-7.If yes, then for what period you have used the Vodafone service?


PERIOD RESPONDENT

Less then month 00

1month to 6 months 02

Up to year 20

Above years 27

As per these analysis one think which is clear about Vodafone that there out

49 customer 27 customers are using these service from more than year or we can say

3-4 years, and 22 customers are using Vodafone service up to year, thus the Vodafone

has maintain there good service against the customers, that’s why the customers

prefer this Brand.



Q-8.Which of the following service do you use?


OPERATOR PERCENTAGE OF USERS

Pre-paid 80

Post-paid 20

During the survey I found that majority of users were youngsters. And they are

using Vodafone because of friends as free SMS scheme is provided by Vodafone. So

majority customers are using Vodafone.



Among these customers 80% of the users are using pre-paid services. The

main reason behind this is pre-paid is easily removable and low usage. While another

reason I was found that post paid customers are those who have their own business or

doing jobs in big companies.

Q-9.Where did you obtain/ take the connection from?

About asking this question I got the results as follows

LOCATION PERCENTAGE OF USER

Company Shop 50

Exclusive dealers 25

Vendor shop 25



As people are more trusted towards company shop so they would like to get

connection from company shop. And survey also tells that 50% connection was taken

from the company shop while 25% of connections were taken from exclusive dealers.

Some people are taking connection from retailers or Vendor shops; they

believe that from retailers they will get selected numbers. Also I have seen in too

many cases that they were got the selected numbers from the retailers which were not

found in the company shop.



Q-10.How long did it take for your card to get activated and function?

About asking this question I got the results as follows

TIME IN HOUR PERCENTAGE OF USER

02-06 74

06-12 19

12-24 04

Above 24 00

Not sure 03

Most of the card has been activated within 12 hours of

purchasing. But in case of late submission of documents or misplaced of documents it

might take more then 12 hours.

Research also suggests that 74% of card had been activated within

12 hours of purchased and it was functional properly. And only 19% were taken more

than 12 but less than 24 hours to get functional. Whiles as I said that sometimes



documents might be misplaced so might take more time. And that 4% suggest that

because of misplaced of documents the activation might be delayed, and 3% of

customers was not sure or they forgot about there activation period.

Q-11.Rate the following parameter of Vodafone to other service provider?

About asking this question I got the results as follows.

PERCENTAGE OF USERSPARAMETERS Very

GoodGood Average Poor Very

Poor

Coverage 98 02

Value Added Services 55 40 05

Customer Services 90 08 02

Brand Image 90 10

Tariffs & Schemes 65 25 10



In case of coverage, Vodafone customer’s

satisfaction is highest. There 98% of customers finds that the coverage or network is

very good of Vodafone, and just 2% of users of Vodafone think that the coverage for

Vodafone is good.



In case of Value added service of Vodafone 55% of customers

finds that the Value added service is very good of Vodafone, 40% of customers find

that the Vodafone is providing a good Value added service and just 5% of users of

Vodafone think that the Value added service for Vodafone is Average.



In case of Customer service of Vodafone 90% of customers finds

that the Customer service is very good of Vodafone, 8% of customers find that the

Vodafone is providing a good Customer service and just 2% of users of Vodafone

think that the Customer service for Vodafone is Average.



In case of Brand Image, Vodafone customer’s

satisfaction is highest. There 90% of customers finds that the Brand Image is very

good of Vodafone, and 10% of users of Vodafone think that the Brand Image for

Vodafone is good.



In case of Tariffs & Schemes of Vodafone 65% of customers

finds that the Tariffs & Schemes is very good of Vodafone, 25% of customers find

that the Vodafone is providing a good Tariffs & Schemes and 10% of users of

Vodafone think that the Tariffs & Schemes for Vodafone is Average.

Q-12.Which of the following skim that you prefer the most? About asking this question I got the results as follows

SKIM YOU PREFER PERCENTAGE OF USERS

SMS 45

Reduce Call charge 42

High Talk Time 11

STD skim 02



Q-13.Why

This question is used for those who doesn’t know about the Vodafone

company or its service, I have found that out of 100 respondent 49 respondent

are using Vodafone service, 49 respondent are using other operating service

but they are aware about Vodafone, and 2 respondent are not using mobile or

mobile service then also they are aware about the Vodafone company and

Vodafone service. There it is clear that Vodafone is having 100% of Brand

Awareness in the market through advertisement, mouth publicity etc.

So there is no question of unawareness of Vodafone.



Q-14.What’s the reasons for which you are not using Vodafone operating

service?

About asking this question I got the results as follows.

REASONS PERCENTAGE OF USERS

Poor Service 02

Expensive Service 58

Poor Network 00

Better Service Provide by

Other Operator 40

Thus by this survey or research I have found some negative

points of Vodafone that its service is little bit expensive then other operating service

in surat. There here another drawback is that company’s like Airtel, Reliance and

BSNL is also providing good service in the market, so 40% of customers are grab by

other operating service.

So comparative analysis is easily find in these research.



Bibliography

http://www.hathway.com/dctv/setbox.htm

http://www.tatasky.com/corporate_info.htm

http://www.sciencenews.org/articles/20070915/bob9.aspen.wikipedia.org/wiki/Tata_Sky

www.altavista.com

www.dth.co.in

www.rediff.com/money/2004/mar/23spec.htm

Yahoo Google

www.tata.com/tata_sky/index.htm

www.ciol.com/content/news/2006/106080809.asp

www.mouthshut.com/product-reviews/Tata_Sky_TV-925065500.html

www.saveondish.com/

www.efytimes.com/efytimes/fullnews.asp?edid=18742

https://selfcare.tatasky.com/portal

www.planetenjoy.com/technology/ 800_tata-sky-satellite-television-dth


Dear Sir/Madam,

I am Ravi Patel, T.Y.BBA student of S.P.B College of Business Administration. I am doing my

winter project on the “consumer awareness on TATA SKY”. For the partial fulfillment of the

B.B.A. program, I hereby request you to fill up this questionnaire that will give me required

information for the project. I assure you that all the information is purely used for an

academic purpose, and will be kept completely confidential.


Annexure


UdhnaUdhna

SuratSurat

Consumer Awareness on Tata SkyConsumer Awareness on Tata Sky



QuestionnaireQuestionnaireName : ____________________________________________

Address : ____________________________________________

____________________________________________

Contact No. : _____________ Age : - _____

Q-1 Do you watch the T.V.?

Yes No

If yes then continue

If No go to: Q. 5

Q-2 How frequently you watch the T.V.?

Regularly Rarely

Once in week Twice in week

Q.3 Which types of programme you prefer to watch? (Multiple Option)

Serial Sports

Songs News

Histories Geographic

Movies Regional

Q.4 Which connection you are use for your entertainment?

Dish T.V Cable connection

Door Darsan Internet

Any other _____________

Q.5 Are you aware about TATA SKY?



Yes No


If No go to: Q. 14

Q-6 Since when you are aware about Tata Sky?

Last 2 month Last 12 month

Last 6 month More than 12 month

Q-7 From which source are aware about tata sky?

TV Advertisement News papers

Holdings Relatives

Q-8 Do you use tata sky as your entertainment service?

Yes No


If No go to: Q. 13

Q-9 Since how long you have been using tata sky?

Last 1 month Less then 12 month

Last 6 to 12 month More than 12 month

Q-10 Rate the following attributes for Tata sky provider? ( 1-Best; 5-Worst )


Connection 1 2 3 4 5Better service

Good quality

Good signals

Price

Schemes

Additional channels


Q-11 Was there another service that you were using before tata sky?

Yes No


If No go to: Q. 15

Q.12 Which of the service that you use?

Dish T.V Cable connection

Internet Door Darsan

Q.13 Rate the reason for not to use tata sky as entertainment? (1-Best; 5-Worst)

1) Don’t want to change with regular service

2) Poor service

3) High price

4) Low signals

5) Additional facility provided by other operator

6) High rent per month

Q.14 If you will get chance to adopt tata sky in future will you use it?

Yes No

Q.15 Any suggestion



Date: - ____ Sign: -

_________

Thank you


tztz sky

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