consumer awareness on tatasky
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this is a project on tataskyTRANSCRIPT
Chapter 1
INTRODUCTION
PART: A
ABOUT INDUSTRY:
BRIEF HISTORY
Tata Sky is set to revolutionize television viewing in India through
its superior digital quality picture and sound. The service aims to
empower the Indian viewer with Choice, Control and Convenience
through its wide array of programming choices and interactive features.
Tata Sky offers viewers a variety of channels ranging from
entertainment, sports, movies and music to news and documentaries in
DVD quality picture and CD quality sound.
Tata Sky has established an extensive customer service network across
the country. It has engaged a field force of approximately 3000 service
engineers who are complemented by high-end 24x7 call centre’s, manned
by multi-lingual customer service associates, trained to solve all customer
problems.
Tata Sky takes direct responsibility for installing and servicing the
hardware at every subscriber's home, thereby ensuring the highest levels
of customer service.
Tata Sky retails its hardware and prepaid recharge vouchers through
popular consumer electronic stores to enhance customer convenience.
The SKY brand, owned by the UK-based British Sky Broadcasting
Group, brings to Tata Sky the reputation of more than 20 years
experience of satellite broadcasting. SKY is well known for the
innovative products and services launched by BSkyB, such as DTH
broadcasting in 1989, digital satellite broadcasting in 1998, interactive
television services in 1999 and the SKY+ personal video recorder in
2001. Tata Sky joins an international group of DTH businesses that
includes platforms as far apart as the UK and Italy in Europe, and Mexico
and Brazil in Latin America.
Space TV is a TATA - STAR joint venture, established in 2004,
committed to build state-of-the-art Digital infrastructure for Pay
Television in India. Space TV plans to introduce a nationwide Direct-to-
Home (DTH) service that would allow it to reach every Indian home,
however remote it may be. The service plans to offer its subscribers the
best of cable channels, new innovative programming and interactive
services.
Tata Sky satellite television service will redefine your TV viewing
experience by offering you greater choice, control and convenience.
GROWTH AND PROSPECTS
2008
Tata Sky announces ground-breaking price of Rs 1499 for hardware
2007
Tata Sky introduces three new interactive services: Actve Darshan,
Actve Learning and Actve Stories
Tata Sky expands offering to 140 channels
Tata Sky crosses 1 million mark in record time
Tata Sky offers 5 months of free viewing
Tata Sky launches three new channel packages
Watch ICC World Cup on Tata Sky with Hrithik Roshan
Unparalleled World Cup cricket viewing experience on Tata Sky
2006
Zee-Turner channels now on Tata Sky
Tata Sky launches Actve Wiz kids - 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
Tata Sky selects NDS systems to create India's most advanced digital
and interactive DTH service
2005
TATA - STAR DTH venture signs lease agreement with ISRO
TATA - STAR DTH Venture Receives Ministry's Clearance
WHY TATA SKY?
Tata Sky satellite television service will redefine your TV viewing
experience by offering you greater choice, control and convenience.
Greater choice
Watch a wide array of your favorite television channels in
DVD quality picture and CD quality sound
Get your favorite recipes when you want on Actve
Cooking
Play interactive games on your TV with Actve Games
Order once and enjoy the latest movies with a single ad-
break through the day on Showcase
Learning games for children on Actve Wizkids
Find out what each day has in store for you with Ganesha
Speaks
Reater control
Watch cricket with multiple camera angles, choice of
commentary language and highlights on-demand only on
Actve Sports
Go directly to your favorite news section on Actve STAR
News
Regulate what your children watch on TV with parental
control
Greater convenience
Get a 7-day listing of all programmes on TV with guide
Catch a news story as it breaks, simultaneously on four
channels on Actve Newsroom
Use the search & scan banner to find out what’s playing on
other channels without changing the channel you are
watching
Enjoy fixed channel positions and uniform volume levels
across all channels
Experience uninterrupted viewing. No longer get
affected by neighborhood power cuts. Enjoy uninterrupted
television as long as you have electricity in your house.
PART: B :- ABOUT SUBJECT
DEFINITIONS
American marketing Association defines a market as “the
aggregate demand of the potential buyers of the commodity or services”
Prof. JEVONS defines a market as “any body of persons who are in
intimate business relations and carry on extensive transactions in any
Commodity”. Thus, market may be defined as a relationship between
consumer and producer occurring or established at a time and place and at
a value mutually agreeable and acceptable to both the parties.
American Marketing Association has defined marketing as “The
performance of business activities that direct the flow of goods and
services from producer to consumer or user”
According to EFL Breech:
“Marketing is the process of determining customer demands for a
product or service motivating its sales and distributing it into ultimate
consumption at a profit”.
-Philip kotler.
“Marketing is a social and managerial process by which individuals
and groups obtain what they need and want through creating and
exchanging products and value with others”
Market & Marketing:-
Marketing is so basic that it cannot be considered a separate
function. It is the whole business seen from the point of view of its final
result. That is from the customers’ point of view.
- Peter Drucker
Market Origin and meaning:-
The term “market” is derived from the Latin word ‘Marcatus’
which means merchandise, trade or a place where business is conducted.
In ordinary language the term market means a place where goods are
bought and sold. Market need not necessarily means any particular place.
It is wider in scope.
CONSUMER BEHAVIOUR
In the words of Prof. Walter C.G and Prof. Paul G.W “It is the
process where by individuals decide whether, what, when, where, how
and from whom to purchase goods and services”.
D efinitions:
According to US consumer affairs department, it costs five times
more to gain a new customer that to retain and existing one. Other studies
have reported that with just increase in customer retention a firm can raise
its profitability customers spend slowly at first, but with succeeding years
of good experience. They will spend increasingly more.
Modern marketing definition says that
Discovering and translating consumer needs and desires into
products and services
Creating demand for these products and services
Servicing the consumer demand with the help of marketing
channels, and in turn.
Expanding the market ever in the face of knee competition.
Importance of marketing in today’s world:
Marketing is considered to be the sole of modern business and society.
Marketing is the connecting link between the producer and consumers.
Marketing process bring new and improved quality goods to consumers,
marketing raises the standard of living of the people by satisfying varied
and innumerable needs and wants of consumers. Marketing facilities
mass production. It will lower the cost of production and prices to
consumers. Lower price to consumers means a real rise in the national
income.
CUSTOMER VALUE AND SATISFACTION
Michel porter of Harvard proposed the generic value chain as a tool for
identifying ways to create more customer value. Every firm is a collection
of activities that are performed to design, produce market, deliver and
support its product. The value chain identification strategically relevant
activities that create valve and lost in business. These nine value creating
activities which consists of five primary activities and four supporting
activities.
The primary activities represent the sequence of bringing materials
into business (inbound logistics) converting them into final products
(operations) shipping out the final products (out bound logistics),
marketing them and serving them The supporting activities are
procurements technology development, and firm's infrastructure is
handled in certain specialized departments.
CHAPTER 2
RESEARCH DESIGN
TITLE OF THE STUDY
“CUSTOMER SATISFACTION TOWARDS TATA SKY DTH
SERVICES”
STATEMENT OF THE PROBLEM
The second half of the last decade witnessed the entry of
multinational companies in Indian consumer durables market. These
companies being present in all categories, practice aggressive market
penetration, market share, and consumer life time value share. Although
TATA is a multi product organization, in India it presents only in few
TATA motors, TATA Consultancy, TATA Solar etc.,) its strong presence
being felt only in motors market. In this stiff competitive environment,
marketers like DISH.T.V , DD Direct Plus, SUN Direct , are
continuously identifying and meeting customers changing demand and
putting their market research efforts to understand consumer behavior and
decision making process. This stimulate a need for TATA to identify
market and customer pulse to find how customers buy a brand of DTH,
who influenced them, what motivates them, what attributes of an DTH is
significantly important .. etc., to be one step ahead of competitions.
OBJECTIVES OF THE STUDY
The study was designed to provide information helpful to ‘TATA’
in planning and implementing advertising / marketing approaches for
TATA SKY NETWORK. More specifically the research attempted to
provide answers to the following research questions.
To find the awareness about various brands of DTH systems.
To determine the level of brand recall for various brands of DTH
systems.
To find the most preferred brands of DTH systems.
To determine important attributes and factors, consumer considers
while choosing a DTH systems.
To find the influencing factor in while marketing purchase decision.
To know the market share of various brands.
To measure the overall performance of the various brands of DTH
systems.
SCOPE OF THE STUDY
The study is conducted in the city of Kolar for a period of month. It
is intended to provide with information about consumers’ perception
decision making process, which can be used for developing marketing
plans to acquire and retain the consumers. This effort is made to known
the consumer satisfaction towards TATA SKY.
REVIEW OF LITERATURE
The preliminary stages of research work were unstructured,
undisguised exploratory work. Analysis of secondary data and pilot
research with a group of consumers is made to find out the awareness
level of the consumers about various brands of DTH systems.
The findings of exploratory research were used to develop
questionnaire which with suitable administration and analysis enabled to
make depth analysis of likelihood of purchasing TATA SKY, major
influencers, image cared by consumer dealers, most preferred perception
and perception towards TATA SKY brand. Personal interviews will also
Be conducted with potential and existing consumers this was in form of
cross sectional descriptive research.
HYPOTHESIS
Influences of commercial sources on consumers in view of purchasing
the TATA SKY systems. Alternative Hypothesis is that influence of
commercial sources on consumers in market significantly different when
it is compared to other brands.
1. Sales of TATA SKY systems are declining due to rise of other new
different brands of Systems.
2. Sales are not affected due to introduction or raise of other new
different brands of DTH systems.
OPTIONAL DEFINITION OF CONCEPTS
Marketing management:
Marketing management is a functional area of business
management. It has some unique importance in the modern business. It
plays a vital role in developing strategies, plans and programmers for
each market segment in order to satisfy the customer wants.
Consumer behavior:
In the words of Prof. Walter C.G and Prof. Paul G.W “It is the
process where by individuals decide whether, what, when, where, how
and from whom to purchase goods and services”.
SAMPLING DESIGN
Sampling unit/ respondent profile
The consumers intend to be administered with the questionnaire
were prospects and existing consumers with purchasing and influencing
power. This includes member of house holds who are either decision-
making or influencer for purchase decision to a large extent.
Sampling size:
A representative sample (sample size 100) of the potential and
existing users was selected by the methods of judgment sampling. It
includes a mix of people from different income group and occupations.
Another sample the constituted major dealers were selected by the simple
random sampling.
METHODOLOGY
Research in common parlance refers to a search of knowledge.
One can also define research as a scientific and systematic search for
pertinent information on a specific topic. In fact research is an art of
scientific investigation, where in you move from the known to the
unknown.
Marketing research is defined as the systematic and objective
approach to the development and provision of information for the
marketing management decision making process, it is this function that
links the marketers to consumers and public through information, refine
and evaluate marketing actions, to monitor marketing performance, and
to improve understanding of the marketing process.
It is the specification of method and procedure for acquiring the
information of the method and procedure for acquiring the information
needed. It is overall operational pattern of frame work of the project that
stipulates what information is to be collected from which sources using
what procedures. This type of study is factual and is very simple.
TYPE OF RESEARCH PLUS TOOLS FOR DATA COLLECTION
Primary data:
Personal interviews will be conducted followed by a purpose
specific questionnaire administration designed to obtain data from
respondents. It contained quantitative research questions to understand
the attitude and perception towards buying behavior.
Secondary data:
Literature available in the field of consumer friendly TATA SKY
systems was thoroughly studied. The sources of this information were
newspapers, journals, magazines, internet and publications.
PLAN OF ANALYSIS
The data collected was classified and tabulated for analysis purpose
and charts and graphs are used to find the conclusions. After collecting all
the information was transferred to a worksheet the data relating to set of
the objectives was then classified and the findings recovered after which
the data was graphically represented.
Here some special statistical techniques are used some of them are
mentioned below: -
Sampling statistics.
Chi square analysis.
Analysis of variants.
Correlation
REFERENCE PERIOD
The duration of the study is 30days
LIMITATIONS OF THE STUDY
It is one time study.
The study is restricted to Bangalore city and the findings may not be
applicable to any other geographical location.
Non-coverage error – because of inadequacies in the sampling frame /
design. Field error – respondents may have provided responses, which
differ from what is actually true to correct.
CHAPTER SCHEME
Chapter 1:
INTRODUCTION
The first chapter is the introduction to the study. It provides basic
information about the study and the theoretical background of the study.
Chapter 2:
RESEARCH DESING
The second chapter is about the design of the study. It gives an outline
about the project such as the statement of the problem, needs, its
objectives, scope, sampling techniques, sampling design and tools for
collecting data, limitations and overview of the project.
Chapter 3:
COMPANY PROFILE
The third chapter is the profile of the Company & its Functional
departments. It gives a detailed description about the origin of the TATA
Company in India. The chapter outlines the growth, developments and
present status, future prospects and plans of the company.
Chapter 4:
DATA ANALYSIS AND INTERPRETATION
The fourth chapter is the data analysis and interpretation. It gives
description about the tabulation, interpretation, and analysis of the
primary data collected by the use of the questionnaire for the survey.
Chapter 5:
SUMMARY OF FINDINGS AND CONCLUSION
The fifth chapter is the summary of Findings and conclusions It gives a
brief summary of finding and conclusions about the project undertaken.
Chapter 6:
RECOMMENDATIONS AND SUGGESTIONS
The sixth chapter is the recommendations and suggestions. It gives a brief
recommendations and suggestions about the project undertaken.
Chapter 7:
APPENDICES AND ANNEXURE
This section contains the questionnaire, which was used to collect the
data from the respondents
Chapter 8:
BIBLIOGRAPHY
The bibliography from where information was gathered.
CHAPTER 3
COMPANY PROFILE
Inception:
Incorporated in 2004, Tata Sky is an 80:20 joint
venture between the Tata Group and STAR,
offering viewers a world-class television viewing experience through its
direct-to-home (DTH) television service. 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.
Areas:
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.
The Tata Group's business activities are conducted through 98 companies
operating in seven business sectors. It has a presence in six continents and
holds leadership positions in many industry segments, among them tea,
software, automobiles, energy and hospitality. With revenues, in 2006-07,
of $28.8 billion (Rs129, 994 crore), it has a market capitalization of
$65.32 billion as on February 7, 2008.
The Tata Group is one of India's largest and most respected business
conglomerates. It comprises 93 operating companies in seven business
sectors: information systems and communications, engineering, materials,
services, energy, consumer products and chemicals. The Tata Group has
operations in more than 40 countries across six continents and its
companies export products and services to 140 nations. The Group and its
enterprises have been steadfast and distinctive in their adherence to
business ethics and their commitment to corporate social responsibility.
This is a legacy that has earned the Group the trust of many millions of
stakeholders in a measure few business houses anywhere in the world can
match.
The Tata Group is one of India's largest and most respected business
conglomerates, with revenues in 2006-07 of $28.8 billion (Rs129,994
crore), the equivalent of about 3.2 per cent of the country's GDP, and a
market capitalization of $65.32 billion as on February 7, 2008. Tata
companies together employ some 289,500 people. The Group's 27
publicly listed enterprises — among them stand out names such as Tata
Steel, Tata Consultancy Services, Tata Motors and Tata Tea — have a
combined market capitalization that is the highest among Indian business
houses in the private sector, and a shareholder base of over 2.9 million.
The Tata Group has operations in more than 80 countries across six
continents, and its companies export products and services to 85
countries.
The Tata family of companies shares a set of five core values: integrity,
understanding, excellence, unity and responsibility. These values, which
have been part of the Group's beliefs and convictions from its earliest
days, continue to guide and drive the business decisions of Tata
companies. The Group and its enterprises have been steadfast and
distinctive in their adherence to business ethics and their commitment to
corporate social responsibility. This is a legacy that has earned the Group
the trust of many millions of stakeholders in a measure few business
houses anywhere in the world can match.
Tata Sky Ltd, the joint venture between the Tata group and Star,
announced on Thursday their partnership with Thomson, the set-top box
technology major, to support the launch of its direct-to-home (DTH)
service in mid 2006. Thomson, will manufacture set-top boxes in India
and provide a countrywide after-sales service and support network for
Tata Sky customers. Tata Sky is investing in building a high quality
digital infrastructure in the country and hopes to offer a superior
television viewing experience to Indian households.
DTH services in India and offer customers with the best satellite TV
services available." The agreement with Tata Sky marks Thomson's entry
into the DTH Satellite television market with set-top boxes developed and
customized for Tata Sky at its R&D centre in Bangalore.
TYPE
Tata Sky Ltd., a joint venture of TATA and STAR, is committed to build
a state-of-the-art Digital infrastructure for Pay Television in India. Tata
Sky plans to introduce a nationwide Direct-to-Home (DTH) service that
would allow it to reach every Indian home, however remote it may be.
The service plans to offer its subscribers the best of cable channels, new
innovative programming and interactive services.
NATURE
The Tata Group comprises 98 operating companies in seven business
sectors: information systems and communications; engineering;
materials; services; energy; consumer products; and chemicals. The
Group was founded by Jamsetji Tata in the mid 19th century, a period
when India had just set out on the road to gaining independence from
British rule. Consequently, Jamsetji Tata and those who followed him
aligned business opportunities with the objective of nation building. This
approach remains enshrined in the Group's ethos to this day.
Tata Sky is set to revolutionise television viewing in India through its
superior digital quality picture and sound. The service aims to empower
the Indian viewer with Choice, Control and Convenience through its
wide array of programming choices and interactive features. Tata Sky
offers viewers a variety of channels ranging from entertainment, sports,
movies and music to news and documentaries in DVD quality picture and
CD quality sound.
TATA Brand
The Tata Group is one of India's largest and most respected business
conglomerates. It comprises 93 operating companies in seven business
sectors: information systems and communications, engineering, materials,
services, energy, consumer products and chemicals. The Tata Group has
operations in more than 40 countries across six continents and its
companies export products and services to 140 nations. The Group and its
enterprises have been steadfast and distinctive in their adherence to
business ethics and their commitment to corporate social responsibility.
This is a legacy that has earned the Group the trust of many millions of
stakeholders in a measure few business houses anywhere in the world can
match
BOARD OF DIRECTORS
Mr R N Tata (Chairman)
Mr James Leng (Non - Executive Deputy Chairman)
Mr Nusli N Wadia (Company Director)
Mr S M Palia (Company Director)
Mr Suresh Krishna (Financial Institutions' Nominee)
Mr Ishaat Hussain (Board Member)
Dr Jamshed J Irani (Board Member)
Mr Subodh Bhargava
(Board Member)
Mr Jacques Schraven
(Non - Executive Independent Director)
Dr Anthony Hayward
(Non - Executive Independent Director)
Mr Philippe Varin (Non - Executive Non independent Director)
Mr B Muthuraman (Managing Director)
Dr T Mukherjee (Non Executive Director)
Mr Andrew Robb (Non Executive Independent Director)
MANAGEMENT
Mr B Muthuraman
Managing Director
Mr H M Nerurkar Chief Operating Officer (Steel)
Mr A D Baijal Vice President (Global Mineral Resources)
Mr U K Chaturvedi
Vice President (TQM & CSI)
Mr R P Singh Vice President (Engineering Services & Products)
Mr Koushik Chatterjee
Vice President (Finance)
Mr Anand Sen Vice President (Flat Products & Long Products)
Mr Varun K Jha Vice President (Chhattisgarh Project)
Mr Avinash Prasad
Vice President (Industrial Relations)
Mr Abanindra M. Misra
Vice President (Raw Materials)
Mr Om Narayan Vice President (Safety & Services)
Mr HC Kharkar Vice President
Mr Partha Sengupta
Vice President (Corporate Services)
Mr Radhakrishnan Nair
Chief Human Resource Officer
ORGANIZATIONAL CHART
BUSINESS OPERATIONS IN INDIA
Name of state Email address of nodal officer
Andhra Pradesh [email protected]
Arunachal Pradesh [email protected]
Assam [email protected]
Bihar [email protected]
Chhattisgarh [email protected]
Gujarat [email protected]
Haryana [email protected]
Himachal Pradesh [email protected]
Jammu and Kashmir [email protected]
Jharkhand [email protected]
Karnataka [email protected]
Kerala [email protected]
Madhya Pradesh [email protected]
Maharashtra [email protected]
Manipur [email protected]
Meghalaya [email protected]
Mizoram [email protected]
Nagaland [email protected]
Orissa [email protected]
Punjab [email protected]
Rajasthan [email protected]
Sikkim [email protected]
Tamil Nadu [email protected]
Tripura [email protected]
Uttar Pradesh [email protected]
Uttarakhand [email protected]
West Bengal [email protected]
SERVICE PROFILE
Extensive Customer Service Network
Tata Sky has established an extensive customer service network
across the country. It has engaged a field force of approximately 3000
service engineers who are complemented by high-end 24x7 call centers,
manned by multi-lingual customer service associates, trained to solve all
customer problems.
Tata Sky takes direct responsibility for installing and servicing the
hardware at every subscriber's home, thereby ensuring the highest levels
of customer service.
Tata Sky retails its hardware and prepaid recharge vouchers through
popular consumer electronic stores to enhance customer convenience
Offering
In addition to new channels and exciting interactive features, Tata Sky
offers all popular television channels, thus becoming a one-stop shop for
all the television entertainment needs of customers
Satellite:
Tata Sky has leased all 12 Ku-Band transponders on ISRO’s
Indian satellite, INSAT 4A, the most advanced and high-
powered KU-Band communication satellite in the region,
developed keeping in mind local requirements. The satellite
enables Tata Sky to offer superior picture and sound quality
with a wide range of channels.
Business Support Software:
NDS: Tata Sky has partnered with NDS, the leading provider
of technology solutions for pay television. NDS systems has
played a key role in the end-to-end system architecture and
launching the nationwide digital service. The NDS VideoGuard
conditional access solution provides superior broadcast security,
and enables Tata Sky to offer multiple programming and pricing
packages.
Siebel: Tata Sky has selected Siebel, leaders in Customer
Relationship Management (CRM) software, to support
operations across the areas of call centre and field service
operations, customer order management .
Kenan: Comverse’s Kenan FX billing software has been
selected to support billing for all residential, institutional and
commercial customers. The Kenan software has been enhanced
specifically for Tata Sky, to support a first in industry pre-paid
billing capability which will provide customers convenient
payment options.
SAP: SAP the leading Enterprise Resource Planning (ERP)
application suite, has been selected by Tata Sky to support the
company’s materials management, sales and distribution,
finance and control and human resources requirements.
IT:
Sun Microsystems: Tata Sky has selected Sun Microsystems
to provide world-class technology infrastructure, which helps
the company to deliver high-level service standards for its
Satellite Television service. The servers ensure maximum up-
time, fault recovery and load management. Sun has also
provided Tata Sky with installation, engineering expertise and
support.
Digicomp:
Tata Sky has partnered with Thomson and Humax, world
leaders in digital broadcast technology for building top-of-the
line digicomps, customised specifically for the Indian markets.
The technology’s feature rich design enables Tata Sky to deliver
multiple programming, pricing packages and interactive
services to its customers.
Systems Integration:
Tata Consultancy Services (TCS) : TCS is a Systems
Integration partner for Tata Sky Ltd. It supports IT operations in
the areas of billing, ERP and other customer care and employee
related internal facing applications.
Service Support:
SerWizSol: SerWizSol provides Tata Sky with three high-end
call centres offering round-the-clock support in 11 different
languages at Pune, Hyderabad and Mohali.
MARKET SHARE:
Direct to Home (DTH) was un heard of in this region comprising states of
Punjab and Haryana a few years ago but in the last few months, people
have lapped up DTH in a big way.
Enquries by FE reveal that Tata Sky, though a late entrant has been able
to sell more than three lakh units in Punjab alone in just six months. In
Chandigarh Union Territory, it has sold about 25,000 units in the last six
months itself. Tata Sky has undoubtely emerged a leader in DTH sales in
this region.
COMPETITORS
Dish T.V
DD Direct Plus
Star T.V
SUN Direct
FUTURE PROSPECTS:
Vision
Tata Sky aims to revolutionise Indian entertainment by offering superior
DVD quality picture and CD quality sound. Tata Sky envisions:
Connecting every television home
Empowering every television viewer
Revolutionizing home entertainment
Tata Sky crosses 1 million mark in record time
Aims for more than 8 million by year 2012
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 (Actve
Games, Actve Sports, Actve STAR News, Actve Khabar, Actve
Newsroom and Actve Wizkids)
Launched Actve Wizkids, 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
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 (eQ Score = 88 according to the Nielsen study)
Introduced first-time ever interactive television promotions across
popular television channels including Sony (Indian Idol highlights
on-demand), STAR World & STAR One (Koffee with Karan
Contest) and STAR Gold (Tata Sky Pure Gold Krrish Contest &
Tata Sky Pure Gold Don Contest)
GROWTH OF THE COMPANY
Tata Sky is investing in building a high quality digital infrastructure in
the country to offer a superior television viewing experience to Indian
households. The service will enhance the choice for viewers looking for
the best of pay television services in the country. Tata Sky aims to
become India's largest digital television platform, offering consumers a
wide array of programming choices with interactive features and superior
picture and sound quality.
Company profile according to 7S model:
The 7S frame work was developed by the consultants at the
McKinsey Company, a very well known management consultancy firm,
in US, towards the end of 70s to diagnose the causes of organizational
problems and to formulate program improvement.
McKinsey 7S framework
According to Waterman et al., organizational change is not simply
a matter of structure, although structure is a significant variable in the
management of change. Again it is not a simple relationship between
strategy and structure, although strategy is a critical aspect. In their view
effective organizational change may be understood to be a complex
relationship between strategy, structure, systems, style, skills, staff and
super co-ordinate goals.
The framework suggests that there is a multiplicity of factors that
influence organizations ability to change and its proper mode of change.
Because of interconnectedness of the variables it would be difficult to
make significant progress in one area without making progress in the
others as well.
1. SUPER CO-ORDINATE GOALS
GOALS AND MAJOR ACTION PLANS:
In 7-S frame work there is one variable termed as “super co-
ordinate goals” which may be considered to be equivalent of the term
“organizational purpose”.
According to the proponents of the McKinsey framework, super
ordinate goals refer to a set of values and aspirations that goes beyond the
conventional formal statement of corporate objectives. Super ordinate
goals are the fundamental ideas around which a business is built. They
are its main values. They are the broad notions of future directions.
The ultimate goal is to make TATA Pvt Ltd., as a reputed
profitable company in India. With this aim in mind, TATA PVT LTD
has plans for increase capacity.
The TATA limited has many values and aspirations such as
To reach the greatest heights in their fields of DTH Systems.
To strive for excellence in management and other long – range
activities to ensure leadership.
To provide good quality DTH to their customers and build a high
degree of brand with them.
2. STRATEGY
The concept of strategy includes the mission, vision and objectives
& policies.
The TATA Ltd., has 4 dimensional strategy as follows:
To establish the market leadership in DTH Systems.
To have strategic alliances and create breakthrough with their own
R&D.
Bench mark their products and business processes
Committed to quality
MISSION STATEMENT:
To benefit society at large the innovation, quality, productivity,
human development and growth into generate sustained surplus, always
striving for excellence, within the frame work of the law and which pride
in ethical values.
Investing in the core brands to meet ever-changing consumer
expectations.
Offering quality products and value for money to the consumers.
Constantly controlling costs to be the lowest cost producer.
Participating with the government in policy formulation
VALUES AND ASPIRATIONS
Ensure success through high performance by people.
Regular visits by HR team are being made to all plants to meet the
employees and also interaction meetings are conducted to get their feed
back, based on which HR policies are improved continuously.
STRATEGY OBJECTIVES
TATA PVT LTD has decided to increase the capacity by better
utilization of man power
POLICIES
QUALITY POLICY
Participation of all concerned in an atmosphere of co-
operation & oneness
Importing training and enhancing development of all
employees in the organization
Delivering quality products, services at a competitive price
& to achieve customer satisfaction on time
Achieving and sustaining leadership through a concerted
effort towards creativity and innovation.
Facilitating absolute decision ,taking through the adequate
use of data
Promoting a team based culture, which encompasses human
values and ethics
3. SYSTEM
The concept of system includes the training & development
system, performance evaluation system, recruitment, production planning
& control, cost accounting procedure, capital budgeting system etc.,
TRAINING AND DEVELOPMENT IN TATA PVT LTD
Training in TATA PVT LTD is aimed at the systematic
development of knowledge, skills, attitude and teamwork.
Training & development of personal skills is considered a high
priority area for the TATA PVT LTD
The organization philosophy revolves around the development of
people in this own jobs in such a manner so as to prepare them to
face any difficulties.
Enhancement of skills
Suitable training is imparted to enhance the multiple skills of the
executives and to enrich their multi-functional tasks.
Programs are undertakes keeping in view the dynamic changes in
the environment which are contributed by rapid technological
obsolescence. Sever competition with emerging globalization of markets,
increasing consumerism, new concepts of accountability and social
responsibility among others.
Attitudinal change in the employee’s mindset
This dramatically evolving environment for employees requires a
paradigm shift in modernizing the mind set and in preparing them to
confront issues, manage them carefully and achieve competitive
dominance.
PERFORMANCE APPRAISAL
People come first in the new business paradigm. The success of an
organization essentially depends upon the effective harnessing and
utilization of this resource. It is imperative for an organization to
constantly nurture people and have their capabilities for optimal
performance.
Performance evaluation aligns the organizational objectives with
the individual’s performance and bridges the gap between the two
through consistent performance, planning, review and development.
Criteria for appraisal:
Job knowledge
Customer satisfaction
Man management
Decision making
Human relations
Safety orientations
Planning and organization
Clarity in communication
Taking initiative in getting the job done
Fostering innovation and creativity
Ability to get along with others
Quality and quantity of work
SCOPE:
Annual appraisal:
Applicable to all regular employees who have completed minimum
six months of service in the organization
Periodical appraisal:
Applicable to trainers and probationers
Procedure for recruitment:
To fill up the vacancies as approved by the management, two
sources will be identified such as:
Internal source
External source
Preference will be given for internal source by tapping the
potentials of the employees possessing multiple skills who can be
redeployed
In case on non redeployment of the existing employees, external
source will be adopted either by approaching, data bank,
employment offices, and advertisements. Source where ever it may
be mainly follows government rules and regulations before
appointing new candidates.
On receipts of applications through external sources, through
screening will be done at the department tend. The short listed candidates
will be called & interviewed by a committee consisting of respective
HOD/section heads & one representative from HR department. The
selection will be made based on the over all performance of the candidate
and who has pee the company’s requirement.
The recommended candidates for selection by the committee will
be put through final interview with JMD & CEO or the selection papers
will be put up to JMD & CEO for JMD & CEO offer letters will be
issued subject to their medical fitness duly certified by our medical
superintendent.
On joining, the candidate will be required to fill up the joining
report which includes nominations under provident fund, gratuity, group
personal accident (GPA).
The newly joined employees will be issued with a joining circular
welcoming them for the company along with an advice to attend half day
safety training programmed. Presently two types of registers are
maintained.
4. STYLE
Style is one of the seven levers which top managers can use to
bring about organizational change. The style of organization according to
the McKinsey’s framework becomes evident through the patterns of
actions taken by embers of the top management team over period of time.
Human Resource Department:
Working environment.
Discipline.
Health & safety.
Work culture:
Effective communication.
Working rules and regulations.
Attendance.
Paid holidays.
Leave.
Probation.
Deputation.
TATA PVT LTD has various departments under its wing. At any
point of time, concerned departments may request the services of any
employee of another department for a particular assignment. In such a
case, the required employee may be put on deputation for that specific
job.
5. STRUCTURE
The design of the organizational structure is a critical task of the
top management of the organization. It is the skeleton of the whole
organization edifice. It prescribes the formal relationships among various
positions and activities. Organizational structures are there along with the
departmental data.
6. SKILLS:
Waterman et al considers “skills” as one of the most crucial
attributes or capabilities of an organization. The term “skills” include
those characteristics which most people are to describe a company’s
distinctive competence. The dominant skills are the distinctive
competences of an organization are part or the organizational character.
ENHANCEMENT OF SKILLS
Suitable training is imparted to enhance the multiple skills of the
executives and to enrich their multi-functional tasks.
Programs are undertaken keeping in view the dynamic changes in
the environment, which are contributed by rapid technological
obsolescence. Sever competition with emerging globalization markets,
increasing consumerism, new concepts of accountability and social
responsibility among others.
7. STAFF:
In the McKinsey 7-S frame work the term “staff” has a specific
connotation, according to Waterman et-al the term “staff” refers to the
way organizations introduce young recruits into the main stream of their
activities and the manner in which they manage their careers as the new
entrants develop into future managers.
In TATA PVT LTD has a well established system of recruiting
graduates from well-known institutions and providing them with on the
job training in a no. of functional areas before deciding on the final
placement in consultation with the person concerned.
CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
ANALYSIS AND INTERPRETATION OF CONSUMERS
Table no 1: Age group of respondents
AGE NO. OF
RESPONDENTS
PERCENTAGE OF
RESPONDENTS
22-30 54 54%
30-40 28 28%
40-50 14 14%
Above 50 4 4%
Total 100 100%
Source: Survey
Interpretation:
54% of the respondents belong to the age group of 22-30, followed
by 28% belongs to 30-40 years age group. The majority of the end users
are basically influenced by their work culture in their society. The nature
of the work done is within house hold.
Chart: 1
Inference:
The need of TATA Sky DTH systems is compulsory for all age
group, but the age group between 22-30 is more dominant among
respondents.
Table No 2: Gender of the respondents
SEX NO. OF
RESPONDENTS
% OF
RESPONDENTS
MALE 78 78%
FEMALE 22 22%
Total 100 100%
Source: survey
Interpretation:
Most of the DTH Systems users were found to be male due to
passion and status. They also show their profession and job carried out.
And female respondents are more likely housewives with some social
gathering status.
Chart: 2
Inference:
Male respondents are more than female respondents because the
products are usually more used by male.
Table No 3: Qualification of the respondents
QUALIFICATION NO. OF % OF
RESPONDENTS RESPONDENTS
GRADUATES 52 52%
POST GRADUATES 18 18%
OTHERS 30 30%
Total 100 100%
Source: survey
Interpretation:
It is found that the 52% of the uses are graduates in different fields
mainly considering of the engineers and 18% of post graduates
constituting of MBA, MCA, MSc other constitute businessmen who have
done job oriented courses, diploma holders etc.,
Chart: 3
Inference:
According to the survey, majority of the respondents are educated
and aware of the produce.
Table No 4: Occupation of the respondents
OCCUPATION NO. OF % OF
RESPONDENTS RESPONDENTS
SELF EMPLOYED 16 16%
GOVT. EMPLOYED 14 14%
PVT. EMPLOYEES 30 30%
OTHERS 40 40%
Total 100 100%
Source: survey
Interpretation:
Depending on the occupation 16% is elf employed, successfully
running their business and consultancy center and major users are the
officials and students.
Chart: 4
Inference:
Employment plays a vital role in buying process, so most of the
respondents are employed.
Table No 5: Income group of the respondents
INCOME GROUP NO. OF
RSPONDENTS
% OF
RSPONDENTS
LESS THAN 1 LAKHS 40 40%
1 LAKHS TO5 LAKHS 50 50%
6 LAKHS TO 15 LAKHS 10 10%
ABOVE 15 LAKHS 0 0%
Source: survey
Interpretation:
Majority of the population fall in the income group between 1 to 5
lakhs who are professional like engineers, doctors, MBS’s and
businessmen are conscious about their fair knowledge regarding DTH
systems. Around 40% of the respondents fall below the 1 lakhs income
group and are executives and officials who intend to buy DTH systems.
10% of the respondents are self employed.
Chart: 5
Inference:
Income of the consumers mainly decides the purchase decision of
the buyers.
Table No 6: Awareness level of the DTH Systems by the respondents
BRAND NO. OF
RESPONDENTS
% OF
RESPONDENTS
Dish T.V 34 34%
DD Direct Plus 35 35%
Star T.V 25 25%
Sun Direct 18 18%
TATA SKY 30 30%
Total 100 100%
Source: survey
Interpretation:
Majority of population are aware of Doordarshan and Dish T.V
brands of DTH Systems because of their advertisement Brand loyalty
Chart: 6
Inference:
DD Direct Plus is one of the well known brands of DTH Systems because
it has got a good advertising strategy.
Table No 7: Advertisement recall of DTH Systems in visual media
ADVERTISEMENT NO. OF % OF
RESPONDENTS RESPONDENTS
TATA SKY 30 30%
DISH T.V 28 28%
DD Direct Plus 31 31%
SUN Direct 21 21%
STAR T.V 13 13%
Yotal 100 100%
Source: survey
Interpretation:
Majority of the population recall the visual advertisement of TATA
SKY because of its brand image in other consumer durables DD share of
31%, which makes it a close competitor to TATA SKY. DISH T.V has
28%, SUN Direct has 21% and STAR T.V has 13%.
Chart: 7
Inference:
The advertising strategy is good but to attract more customers it
need to enhance its advertisement.
Table No 8: Buy intention of non-users DTH Systems
BRANDS NO. OF
RESPONDENTS
% OF
RESPONDENTS
TATA SKY 24 24%
DISH T.V 06 06%
DD Direct Plus 24 24%
SUN Direct 18 18%
STAR T.V 04 04%
Total 100 100%
Source: survey
Interpretation:
Majority of the population prefer to buy TATA SKY and
DOORDARSHAN because of its slim appearance, low price and the
awareness level. Sun Direct with 18% because of their quality and service
aspect.
Chart: 8
Inference:
The buying trend towards TATA SKY will increase because of its
slimness, low price.
Table No. 9: Important factors and attributes in buying behavior of
the respondents
ATTRIBUTES 1 2 3 4 5 6 7
PRICE 30 16 12 12 08 08 09
DURABILITY 06 10 20 20 24 14 10
DESIGN 08 16 12 14 28 16 12
BRAND NAME 06 18 12 20 04 12 16
TECHNOLOGY 28 26 12 12 08 30 14
POWER
CONSUMPTION
10 8 10 06 12 16 20
SERVICE 16 06 22 16 10 12 14
Total 100 100 100 100 100 100 100
Source: survey
Interpretation: Price and technology are considered as very important
attribute of buying followed by power consumption and serviceability as
next important aspect. Brand name and durability to be considered after
the above and lastly with respect to design. INDIA is a developing
country and people are always worried about price fluctuations where a
small decrease in price result in increased consumption in order to save
some money.
Chart: 9
Important factors and attributes in buying behaviour of the respondents
15
343
14
53
8
5
2
9
13
45 6
10
666
2
11
6
10
7
10
33
8
4
12
14
2465
43
864
8
43566
4
20
3
02468
10
12
14
16
18
20
1 2 3 4 5 6 7
PRICE
DURABILITY
DESIGN
BRAND NAME
TECHNOLOGY
POWER CONSUMPTION
SERVICE
Inference:
Inference:
When asked about attributes of DTH Systems of TATA SKY
most of the respondents have given positive answer.
Table No.10: Influencers in buying behavior of a DTH System
INFLUENCER NO. OF
RESPONDENTS
PERCENTAGE
SPOUSE 06 06%
SHILDREN 24 24%
DEALER 10 10%
FRIENDS 50 50%
RELATIVES 04 04%
OTHERS 06 06%
Total 100 100%
Source: survey
Interpretation:
With respect to the influencers in buying behavior, friends are
considered as the most important influencers with 50% because; they
create first impression on the respondents. Children’s follow next as
important influencing factor at 24%, dealers influence by 10%, spouse
and others by 6% and relatives found to be at the lowest with only 4%.
Chart: 10
Inference:
The opinion about TATA SKY DTH SYSTEM is good which in
turn influence their friends to buy them.
Table No.11: Best medium of information to customers regarding
DTH Systems.
BEST MEDIUM NO. OF
RESPONDENTS
PERCENTAGE
MAGAZINE 06 06%
PAMPHLETS 08 08%
NEWS PAPERS 24 24%
TV Ads 43 43%
RADIO 13 13%
OTHERS 06 06%
Total 100 100%
Source: survey
Interpretation:
TV advertisements are considered as the most important influencer
because, it creates the first impression on the audience and most
influencing medium followed by News papers and Radios with 24%, and
13%. And the least informing media are pamphlets, magazines and
others.
Chart: 11
Inference:
Television is the best mode of communication message to the
target audience; it is the most influencing means of conversing.
Table No.12: Different brands of DVD players owned by the
respondents
BRANDS NO. OF PERCENTAGE
RESPONDENTS
TATA SKY 22 22%
DISH T.V 19 19%
DD Direct Plus 35 35%
SUN Direct 13 13%
STAR T.V 11 11%
Total 100 100%
Source: survey
Interpretation:
Majority of the population own DOORDARSHAN due to its
technology and design. 22% of the respondents own TATA SKY.
Chart: 12
Inference:
The competition is very high, so it needs to change some attributes
to improve its sales.
Table No.13: Over all performance of respondents to TATA SKY
DTH Systems
RESPONSE NO.OF
RESPONDENTS
PERCENTAGE
EXCELLENT 40 40%
GOOD 36 36%
FAIR 22 22%
POOR 01 01%
BAD 01 01%
Total 100 100%
Source: survey
Interpretation:
Majority of the population feel good with respect to over all
performance of the product and 40% with good opinion and 36% as fair
Chart: 13
Inference:
The performance of TATA SKY DTH SYSTEM according to the
respondents is good but it needs to improve in some aspects.
Table No.14: Purchasing perception
BRANDS NO. OF
RESPONDENTS
PERCENTAGE
TATA SKY 22 22%
DISH T.V 34 34%
DD Direct Plus 18 18%
SUN Direct 14 14%
STAR T.V 12 12%
Total 100 100%
Source: survey
Interpretation:
Majority of the populations opt for Dish T.V as having their second
brand of DTH system due to its price, features and design aspects. 34% of
the respondents opt for Doordarshan for its quality, size and service
provided by them. 22% of the respondents opt for TATA SKY mainly for
its price and features.
Chart: 14
Inference:
DISH T.V is considered as strong competitors to TATA SKY as it
has more consumer than TATA SKY.
Table No.15: Executive dealers of DTH Systems
BRANDS NO. OF PERCENTAGE
RESPONDENTS
TATA SKY 06 40%
DISH T.V 03 20%
DD Direct Plus 03 20%
SUN Direct 02 13%
STAR T.V 01 7%
Total 15 100%
Source: survey
Interpretation:
The survey conducted shows the dealers for various brands in
Kolar city with TATA SKY,DISH T.V each sharing the same dealers
followed by others.
Chart: 15
Inference:
The number of executive dealers of TATA SKY is better but it has
to increase the number in order to capture more market share.
Table No.16: Dealers counter size of DTH Systems
COUNTER SIZE NO. OF
RESPONDENTS
PERCENTAGE
LESS THAN 50 08 53%
50-100 05 33%
100-200 02 14%
200 AND ABOVE 00 00%
Total 100 100%
Source: survey
Interpretation:
With respect to different types of DTH systems that dealer’s store
are based on the demand and fast moving brands.
Chart: 16
Inference:
Demand on some of the DTH Systems of TATA SKY brand is
less. It has to indirectly enhance the demand for their products.
Table No. 17: Average sales per month.
NO. OF UNITS NO. OF PERCENTAGE
RESPONDENTS
LESS THAN 5 05 33%
6 TO 10 09 60%
11 TO 15 01 07%
16 TO 20 00 00%
Total 100 100%
Source: survey
Interpretation:
The above studies show that 48% of the dealers will sell only 5
units or less than 5 units per month. 40% of the dealers will sell 6 to 10
units per month and only 12% of the dealers will sell nearly 11 to 15 units
per month.
Chart: 17
Inference:
Sales of TATA SKY in relatively less, it need to take some sales
promotional techniques.
Table No.18: Consumer’s preference of DTH Systems today
BRANDS NO. OF
RESPONDENTS
PERCENTAGE
TATA SKY 30 30%
DISH T.V 22 22%
DD Direct Plus 18 18%
SUN Direct 16 16%
STAR T.V 14 14%
Total 100 100%
Source: survey
Interpretation:
With respect to consumer preferences today, they prefer TATA
SKY because of technology, price and heavy advertisements followed by
DISH T.V, because of its reasonable price, product quality and durability.
Chart: 18
Inference:
When its comes to Brand and preference of consumers TATA SKY
lags behind DISH T.V.
Table No. 19: Companies offering DTH Systems along with Services
DIFFERENT NO. OF PERCENTAGE
BRANDS RESPONDENTS
TATA SKY 48 48%
DISH T.V 29 29%
DD Direct Plus 12 12%
SUN Direct 07 07%
STAR T.V 04 04%
Total 100 100%
Source: survey
Interpretation:
In boosting up the sales of DTH systems ,companies offered free
Services.
Chart: 19
Inference:
TATA with reference to DTH systems and DTH production has a
healthy competition as there are not that many companies which offers
services.
CHAPTER 5
SUMMARY OF FINDINGS AND CONCLUSION
35% of population is aware of DD because of its aggressive
advertising campaigns and also its presence in other consumer
durable products makes the consumers to recall the brand name.
When people think of DTH Systems, DOORDARSHAN strikes
first to their mind because of its frequency of viewing many
programs.
After DOORDARSHAN’s wide awareness, TATA SKY and DISH
T.V are enjoying the next awareness level in the market.
Advertises plays a major influences role as it is found in 30% of
the cases as buying influencer. It is first and also effective medium
of consumer awareness of the products in the market. Friends and
children constitute for 50% and 24% respectively, who are
considered as good influencers as they are the users of the product
and their advice is considered in decision making spouse, others
and relatives are considered in the hierarchy of influences
regarding the purchase behavior knowledgeable people, satisfied
consumers and dealers also hold the influencing weight age.
24% of the non-users of DTH Systems are viewing to buy TATA
SKY due to its low price as the key attracting attributes are backed
up its looks and availability. Indian consumers are very price
sensitive and any slight decrease in price will have an impact on its
usage. TATA brand strategy is its penetrating price though it does
not possess other features in its DTH systems. Buying behavior of
consumers depends upon its price, durability and service, as these
products are not replaced very often.
24% of the non-users were willing to buy TATA SKY DTH
SYSTEMS. Superior technology, differentiated features,
performance and low power consumption guided their choice.
Price technology is very important attributes in buying as one third
of consumers consider it very important. Saving power and
durability are considered as the next important factor with 5 and
3% respectively
24% of the people read news paper and television (43%), most of
them watch news channels and very few match entertaining
channels.
21% of the DTH Systems users are of TATA SKY followed by
DISH T.V, DD Direct Plus,STAR T.V and SUN Direct . It is found
that more than 60% of the potential market is untapped and only
few DTH systems are operating in this market. There is an
opportunity for TATA to create awareness of the uses of DTH
Systems among common public thereby increase the consumer
lifetime value share.
Majority of the population (67%) feel good regarding overall
performance of their DTH systems with regard to the attributes
such as price, technology and other added benefits. It is an
indication to satisfy consumers by providing these facilities in their
DTH System.
Most of the consumers did not consider consumption, service and
design while purchasing their DTH Systems
TATA dealers are getting a good margin on the DTH systems from
the company. Intensive competition in the market has
compelled them to pass out major portion of margin provided by
the company to the consumers. This resulting in the form of sales
at lower price than what the company proposes to sell.
TATA’s strength lies in its technology, looks and advertisements
campaign, which is its main future and weakness, or its price and
presence in other consumer durables. DISH T.V strength is its
brand name, service and reach of the products to consumers and
less competition in that segment. Its weakness lies in its product
range. STAR T.V with its price and looks has strengths and
weaknesses are its product parts.
Consumers mostly prefer TATA SKY (30%) because of its
advertisements and also its low price range.
It is found that men take a lead in making the purchase decision
(78%) and women areas are shown less interest.
It is found that major companies like TATA SKY,DISH T.V,SUN
NETWORK and STAR T.V are having executive leadership in the
market.
CONCLUSION
This study has to enabled to understand the different intricacies
that are involved in the buyer behavior to purchase a consumer
durable products. The study throws light upon the different DTH
systems in the market, vying with each other to get the attention of
buyers. Customers to day are bombarded with advertisements in order
to catch the attention of buyers. Major systems in DTH system are
also involved in durable products to make their brands a success, such
as TATA. Brand extensions seems to have worked extremely well for
MNCs such as TATA and DISH T.V in getting the attention of
buyers. The marketer’s huge potential with only 12% penetration in
the population and in deed a sign for many DTH systems to enter the
market. The competition hammered the profits to these companies and
lot of money has to be pumped initially, since the market is huge to
capture in days to come.
CHAPTER 6
RECOMMENDATIONS AND SUGGESTIONS
RECOMMENDATIONS
TATA should work on its brand image. Though 34% of
populations are aware of TATA SKY and 16% of them could
spontaneously recall the advertisements if given a change to think
of DTH system. 30% of the populations are aware of TATA SKY
advertisement. It is useful for the TATA to make the advertisement
that appeal to the masses emotionally by creating the interest in
promoting that technology strength of their DTH system. In such a
way that the brand influencers like friends and children’s should be
impressed for future brand pushes.
Since most of the people watch television and magazines,
pamphlets, news paper and radio made an impact on consumers.
People also prefer demonstration, exhibition of information.
Most of the people prefer to buy from multi-brand dealers and
show rooms; TATA can concentrate on displays and
demonstrations in the consumer durable showrooms.
Consumer awareness is less towards TATA because of their strong
presence only in DTH systems products. It is useful for TATA to
go for brand extensions in Indian market to develop and build a
strong presence in consumer durable markets.
SUGGESTIONS
In this competitive environment with many DTH systems using
the strategy of discounts and other promotional offers like: DISH
T.V,DD DIRECT PLUS and SUN DIRECT giving
complementary every purchase of the DTH system is also
advisable for the company. It is in the interest of the company to
come with such activities of mass promotion through hoardings.
The company should differentiate their product from their
competitors keeping its strong attributes aesthetics and technology
in promoting the brand.
The study throws light upon the performance, durability and price
as main features beside the brands that determine the product that
the customer will purchase. The company should focus on these
buying attributes in order to make TATA’s brand a success’s.
CHAPTER 7
APPENDICES AND ANNEXURE
QUESTIONNAIRE – CONSUMERS
I am doing a marketing research project on TATA SKY as part of
my summer training. I request your co-operation in answering these
questions to the best of your knowledge so that my survey would be
meaningful. I assure you that confidentiality of your responses will be
maintained. You can tick more than one box if appropriate.
Thank you.
1. Name:
2. Age: Sex: M/F______
3. Telephone / Mobile:
4. Education qualification
a. Graduation [ ] b. Post graduation [ ]
c. Any other (please specify) ________________
5. Occupation:
6. Family income in Rupees per annum:
a. Less than 1 lakhs [ ] b. 1 lakhs to 5 lakhs [ ]
c. 6 lakhs to 15 lakhs [ ] d. above 15 lakhs [ ]
7. Which brands of DTH System are you aware of?
a. _____________ b. _____________
c. _____________ d. _____________
8. Do you recall any advertisement with regard to various brands?
TATA SKY [ ] DISH T.V [ ]
STAR T.V [ ] DD Direct Plus [ ]
SUN Direct[ ]
9. If you are planning to buy a DTH System which brands do you
intend to buy?
Why?
10.Rank the following factors and attributes given 1 for most
important attributed and 7 for too least important with respect to
DTH System.
Attributes Rank
Price
Durability
Design
Brand name
Technology
Power consumption
Service
11.Who influence the purchase of your TATA SKY?
Spouse [ ] Children [ ]
Relatives [ ] Friends [ ]
Dealers [ ] Others (please specify)
________________
12.Which would be the best medium to inform you about these
products?
Magazine [ ] Pamphlets [ ] Newspapers [ ]
TV Advertisements [ ] Radio [ ] Others (please specify)
______
13.Which brand of DTH sytem do you own?
____________________________
14.How is the over all performance of your TATA SKY?
Excellent [ ] Good [ ] Fair [ ] Poor [ ] Bad [ ]
15.Suppose you have to buy a DTH System again, which brand will
you prefer?
______________________________
QUESTIONNAIRE - DEALERS
In am doing a marketing research project on TATA SKY as part of
my summer training. I request your co-operation in answering these
questions to the best of your knowledge so that my survey would be
meaningful. I assure you that confidentiality of your responses will be
maintained. You can tick more than one box if appropriate.
Thank you.
1. Name of the dealer:
2. Name of the firm:
3. Address:
4. Contact No. :
5. Which brands of DTH systems do you offer?
DOORDARSHAN [ ] DISH T.V [ ] TATA SKY[ ]
SUN NETWORK [ ] STAR T.V [ ] Others__________
6. What is the counter size of DTH Systems?
a. Less than 50 [ ] b. 50 – 100 [ ]
c. 100 to 200 [ ] d. 200 and above [ ]
7. Over all DTH System sales per month
8. Other than your regular margin what dealer promotional schemes
do companies offer for promoting their brands?
Brands Extra
margin for
exceeding
target sales
Gifts Prizes Others
TATA SKY
DISH T.V
DD Direct Plus
SUN Direct
STAR T.V
9. Whether the customer preferred branded or unbranded DTH
System?
If Branded, specify________________
Why? __________________________
10.Which are the companies offering free Services with DTH System?
a. _____________ b. _____________
c. _____________ d. _____________
11.What is the overall response for the above schemes?
Excellent [ ] Fair [ ] Average [ ]
12.Which brands have the highest recall among DTH Systems?
_____________________________________________
Why? ________________________________________
CHAPTER 8
BIBLIOGRAPHY
Philip Kotler : Marketing Mix
Philip Kotler : Marketing segmentation
Philip Kotler : Product concept
Company journals
Magazines and News papers
History of television, manufacturing departments, corporate profile
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