MARKETING MIX ONTATA SKY - DTH

INTRODUCTION*Incorporated in the year 2004 with its headquarters

in MUMBAI.

*Launched in the year 2006, currently has a 24% market share after DISH TV.

* Joint venture of TATA Group(80%) and STAR(20%).

*Later 10% of market share of TATA Group was taken by TAMESAK Holdings

*Current CEO is HARIT NAGPAL.

*Roped in AAMIR KHAN as the brand ambassador to popularize its product.

*The aim of launching this set top box was to provide viewers with the best quality and maximum number of channels.

*Its various ACTIVE features made it a seller.

*Within 20 months achieved three million connections mark.

*Only TV service in this country which not only provides entertainment to kids through toon channels but also educates them through its interactive channels.

*Launched a Mobile Access app for the Apple's iOS platform covering the iPad, iPhone and iPod Touch.

PRODUCT

Launched in August 2006 consisting of a dish satellite, set top box, data network card and a remote.

Offers 230+ channels with additional services which the customers can enjoy through various plans.

Introduced parental control in DTH services for the first time.

Provides 24*7 helpline service in 11 languages with 3000 engineers at service.

Help desk to guide the viewer in accessing features and notifying about the due payments.

GENERAL FEATURES :

Product variations along maturity stage…

Started with offering 3Cs:*CHOICE: offers more than 170 channels, with DVD picture

quality and CD sound quality.

*CONTROL: Viewers control the content; watch four news channels simultaneously and find out what's playing on all channels without changing channels.

*CONVENIENCE: viewer gets4-day listing of all programs on TV. 

As the demand and expectation increased, launched two major variants:*TATA SKY HD*TATA SKY+ HD

UNIQUE FEATURES :

*KARAOKE ( Targeted the customers psychology as it showed how this feature connected family together.)

*RECORD, PAUSE and REWIND feature

*Video on Demand (VoD) services for its TATA SKY+ HD set top boxes.

*Launched the first ever mobile live streaming app in the DTH service. “AB TV APKE POCKET ME”

*MUSIC Unlimited

*SEARCH and SCAN Banner

SPECIAL FEATURE …

PRICE*In order to catch the market, Tata Sky has offered variety of price

schemes to catch different segments of customers.

*Launched at a price of Rs.2999, TATA SKY reduced its set top box price by 50% in Feb 2008.

*In June 2008, it reduced its subscription fee due to product substitutes offered to customers.

*Its selling price of various services varies in and around Rs.2000.

*Latest karaoke with mic can be subscribed for Rs.1999 for 12 months.

*Recently it has launched Rs999 package to attract low income group/economic segment.

*Special discounts and offers…

Two channel packages: MAKE MY PACK and TRUChoice Packages to avail special offers.

Existing viewers can buy Tata sky + HD Starter kit at Rs.6180 instead of the market price of Rs.8700.

Digicomp and subscription fee, Super saver pack with various price option packages or a choice of a-la-carte (pay as you view) etc.

“Ek-pe-Teen and Do-pe-Paanch” the offer entails three months of free subscription on the purchase of one connection, and five months of free subscription on purchase of two or more connections

PLACE*It has 35,000 outlets in 5000 towns across India.

*To reach Rural customers, Tata Sky have agreements with ITC’s e-choupal, ITC’s International Business Division Godrej Aadhar.

*Also collaborated with Indian Oil corporation.

*To reach urban customers, it has tie-ups with Infiniti retail’s chroma and Pantaloon’s retail.

DISTRIBUTION PATTERN OF TATA SKY…

PROMOTION Company’s own research about the market indicated that there was a lack

of awareness about the services among consumers, so the company launched 360 degree advertising campaign.

Roped in AAMIR KHAN and ASIN to promote the product.

Outdoor Media publicity done through its services at airports, railway stations across India to educate consumers about the comparative benefits of Tata sky.

Undertook the most interactive step by walking into schools directly and convincing teachers that children could learn multiplications and divisions directly from TV.

Using taglines such as “ISKO LAGA DALA TOH LIFE JHINGALALA” and “PHONE GHUMAO TATA SKY LAGAO” is targeting customers psychologically.

Its first TVC aired in mid-2006 and the latest TVC has grossed 17.6 million hits…

ISKO LAGA DALA TOH LIFE JHINGALALA!

PHONE GHUMAO …TATA SKY LAGAO!

On April 01,2009,‘Family and Friends referral scheme’ and new products like Tata Sky plus to encourage customers to make mental commitment to buy their product which increases the brand  purchase intention of the customer.

Its advertisement to promote the special karaoke feature displayed how this connects the family together.

Tata Sky launched an interactive game quiz featured around MS Dhoni to coincide with theTwenty20 World Cup.

It carries out a lot of brand conversation through its TWITTER feeds.

TATA SKY HAS BEEN SUCCESSFUL IN GRABBING EYEBALLS WITH ITS ADVERTISEMENTS…

CUSTOMER IS THE BOSS

Customer Acquisition strategy:*Focused marketing

campaign.*Launch of Tata Sky Plus.*Distribution and after

sales service.* Interactive services for all

family members. *Multi Dwelling Unit (MDU)

solution

Customer Retention Strategy:*Upgrade to Tata sky + by

exchanging regular Tata sky.*Active services.*Alliance with Walt Disney

Company India to bring Disney characters on its interactive platform.*Cartoon network in Telgu for its

subscribers down south.*Tata Sky subscribers can suspend

their viewing services temporarily on account of vacation, travel, exams etc.*24x7 call centers and over 3000

engineers. 

“WE BELIVE IN SERVICE, SERVICE and only SERVICE”- CEO, TATA SKY

COMPETITOR ANALYSIS…

ANALYSIS OF DISH TV…

Dish TV has repositioned itself with a new tag line which says “Sabse Zyaada” means: “Dish TV Offers Sabse Zyaada Entertainment Sabse Zyaada - Number of Channels Sabse Zyaada – Regional Channels Sabse Zyaada Genre Sabse Zyaada - Value at Every Price Point”

The reason for this being that two years back, when Dish TV launched the Wish karo campaign, they were competing with cable operators and the poor quality of delivered content but now with rising competition among DTH players, there was a need to re-establish their brand as the largest content provider.

Highest market share in DTH Service.

Has the KING of Entertainment- SHAH RUKH KHAN to endorse its brand.

Dish TV also targeted the youth segment with offers like “Michael Jackson Live in Bucharest tour” for just Rs25, Microsoft Xbox 360 Arcade.

MARKET SHARE OF DTH SERVICES

The marketing budget that TATA SKY begun with was 15% of sales. This included around 5% for advertisements, 7% discounts and promotions and 1% sponsorships.

CURRENT MARKET POSITION and NEWS…

*TATA SKY is the second leading DTH service provider after DISH TV.

*The 24*7guru.com has joined hands with TATA SKY to provide content for ACTIVE Learning.

*TATA SKY has hiked subscription rates by 8% on premium services.

*It has switched from MPEG-2 to MPEG-4 format to offer more than 300 channels from 230 now.