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I would like to express my gratitude and sincere thanks to my Project

Guide (Mr. Abhishek Nikam), S.K Somaiya College Of Arts, Science
& Commerce for instilling confidence in me to carry out this study
and extending valuable guidance and encouragement from time to
time, without which it would not have been possible to undertake and
complete this project.

I also wish to extend my appreciation, specially to our Principal Mrs.

Parvati Venkatesh, and also the BMS Co-ordinator Mrs. Mrs. Aparna
Jain for their kind co-ordination and support. Last but not the least my
colleagues for their valuable comments and suggestions for making
this a cherishable experience for me.


Serial Particular Page
1 Executive Summary 5
2 Introduction 6
2 History of DTH in India 7
3 DTH INDUSTRY – An Overview 11
4 DTH Market 13
a. Entry barriers in Indian DTH
b. challenges faced by the DTH
5 Company Profile – Tata Sky 15
a. A Birds view of Tata Sky
b. Vision
c. Achievement
d. Milestone
6 1. SWOT Analysis 20
7 Product Matrix 22
a. Product
b. Price
c. Place
d. Promotion
8 Market Segmentation 32
9 Porter’s 5 forces 34
11 Product Differentiation 41
12 Objective of The Study 43
13 Research Methodology 44 35
14 Analysis of Data 50

This 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 60
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.


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 2011 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 launched its Direct-To-Home telecast from April 1,2006

Broadcasters like Star and Zee are now leaders in DTH Industry.

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.

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 toyour 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.

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 themare 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

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

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


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
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

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.

DTH INDUSTRY – An Overview:

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 required all
operators to set up earth stations in India within 12 months of getting
a license. DTH licenses in India 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.

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

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.

Some of the features of DTH service are as following:

• DTH offers better quality picture than Cable TV.

• DTH can reach remote areas where terrestrial transmission and

cable TV have failed to penetrate.

• DTH has also allows for interactive TV services such as movie-

on-demand, Internet access, video conferencing and e-mail.

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

the satellite company offering the service.

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

the satellite company offering the service.
India currently has 6 major DTH service providers and a total of over
5 million subscriber households.

I. Tata group and Star network owned Tata Sky

II. Zee group owned Dish TV

III. Sun network owned SUNDIRECT DTH.

IV. Reliance owned BIG TV

V. Bharti Airtel’s DTH

VI. DD Direct Plus

DTH Market
The DTH industry in India can be categorized as an OLIGOPOLY.
The HHI index and the market share of firms indicate the amount of
competition among them.

OLIGOPOLY: Oligopoly is a Greek word which means “for few

entities with the right to sell”.It is a market structure in which the
market or the industry is dominated by a small number of large
players who are called “oligopolist”.

In this type of market the degree of market concentration is very high,

with barriers to entry in the market.

Important features of Oligopoly Market:

• Small number of large players dominates the market.

• The oligopolists produce branded products.
• There exists interdependence between firms.
• Each oligopolist is aware of the actions of the others.
• There are significant entry barriers in this market.

Entry barriers in Indian DTH Industry

The Indian DTH industry is a high tech industry requiring huge
capital investment. The initial cost required for setting up the
company is very high as it requires transponders and other hi tech

Following entry barriers exist in the DTH Industry.

• DTH Industry is a high volume low margin industry: Any new
entrant in the DTH industry has to make sure that it builds significant
customer base as soon as possible to ensure its profits.

• High set up cost of satellite, transponder and other high

techequipment: the huge initial cost of setting up the business acts as a
huge entry barrier for the new entrants.

• High Cost of the set top boxes
• Long gestation period and high break even period
• Multilingual & Multicultural differences in India.
• High Cost of the set top boxes.


The challenges faced by the DTH Industry are:

• High License Fee
• Organization of taxation regime , particularly state levied entertainment
• Technology Neutrality as a policy needs to be consistently followed by
the Government
• Content differentiation through bringing in a Self regulatory regime
and technological controls
• Control of Content Cost for DTH to make it a level playing field
• There exist sales and distribution challenges in India. Although India is
a very big country, the trade is relatively unorganized. Products go into
tens of thousands of shops in large geographies, and getting set-top
boxes and remote controllers in good shape across the length and
breadth of India is a significant challenge
• Massive logistical challenge.




Type Joint venture between Tata Group

(80% stake) and STAR TV (20%
Founded 2004
Headquarter Kirloskar Business Park, Bangalore,
Industry DTH Pay TV
Products Direct broadcast satellite
Slogan ‘Isko laga daala, toh life jingalala’

COMPANY ANALYSIS – A Birds view of Tata

Tata Sky launched its services pan-India in August 2006. It resulted as
a joint venture between the TATA group and the STAR group. Within
a short span of time it garnered a subscriber base of nearly 2.5 million
(Aug 2008). It has over 147 channels to choose from. Tata Sky has
launched an entry-level subscription plan called ‘Super Hit Pack’ at
Rs. 99 per month with a bouquet of 53 channels.

Tata Sky recently launched Tata Sky Plus which uses the personal
video recording (PVR) technology that allows consumers to record
live. It is available at a price of Rs. 8999/-
Tata Sky, though a late entrant created a mark as a first mover in the
minds of the customers, as it was the first DTH service to be
advertised in India. Few salient features of the company are:

• Strongly innovative product offerings – Tata Sky has taken

the responsibility on itself to invest in more interactive services to
differentiate it from other service providers. It was the first DTH
company in the world to offer its subscribers interactive VAS under
the umbrella

• Kick started the category advertising - Although it was the
3rd player to enter the market it sought to create consumer education
about the category with focused advertising.

• Focus on heritage – Tata Sky latest campaign features

superstar Aamir Khan. The focus of the campaign was to establish the
lineage of Tata Sky and inform potential customers about Sky.

• Low cost packages to increase penetration - Tata Sky has

recently introduced a Rs 99-a-month low-value pack for 53 channels
to increase penetration of Tata Sky in smaller towns of the country.

• Tata Sky has also gone a step further and enhance the service
delivery by introducing an electronic program guide (EPG) in Hindi
especially for people in small towns who are more comfortable with
Hindi. This is the new quality standard for Indian pay TV against
which other companies as well as future entrants will be judged.

• Tata sky, in order to increase its rural penetration, has tied up

with ITC e-Choupal and Godrej Aadhar.

• For Effective distribution Tata Sky has tied up with ITC

international Business Division.

• With the adoption of 360 degree marketing campaign which

includes television, print, outdoor, radio, on ground activities, Tata
sky has been able to pursue marketing on a digital platform.

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

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

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 Divisionand 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.


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’

Within a span of one year, Tata Sky has:
• Established itself as the fastest growing Pay TV platform in
• 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
• 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
• 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.
Current Situation - SWOT Analysis

 2005
• TATA - STAR DTH venture signs lease agreement with ISRO
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
• 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
• 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

SWOT Analysis

1. Strengths

1. Leveraging on brand TATA and High brand recall

2. Technological expertise with Newscorp’s DTH arm Sky
3. Superior Picture quality
4. Leads in introducing new packages & Services
5. Customer service
6. Rural penetration through ITC E-Choupal and Godrej
7. Interactive channels and program guides
8. Innovative Product offering Tata Sky Plus

2. Weaknesses

1. Second Mover after Dish TV who captured Market Share

2. Cannot match free service like DD
3. Currently Does not offer free Set Top Box like Dish TV
4. Litigation due to issues related to sports channels which it lost
5. Dependency on broadcaster and had issues with Sun TV

3. Opportunities
1. Larger disposable incomes with India
2. Tapping niche markets with Better service and Product offering
3. Expansion of distribution network through exclusive store

4. Interactive advertising – Tie up of with Samsung
5. Increase in number of TVs sold
6. Increase in the geographical boundaries with Rural Market
7. Growing demand for quality of service in the form of DTH over
8. CAS being made Compulsory would encourage switch
9. Value Added Services are gaining steam.

4. Threats

1. IPTV provides superior technology if implemented

2. Cable Set top Boxes provide easy switching due to negligible
switching costs
3. Increasing Competition internally
4. Dependency on CPE suppliers to some extent
5. High dependence for transponders on ISRO
6. Dependency on broadcasters for their channel content and thus
increase in cost
7. Videocon may enter DTH by building its own set top boxes.
8. No Exclusivity in Content and Rule of ‘Must Carry’
9. Cap on Investment (20%)
10. Interoperability Regulations
11. Cap on foreign Investment (49%)

Product Matrix

TATA Sky’s target customers include various strata of the society,

with different service packages available to each one. To improve its
performance in the competitive DTH market, TATA Sky management
should assess its brand positioning among its target segment by
establishing a distinctive image for the company compared to
competing companies.

But these initiatives presents challenges, which TATA Sky is

currently facing squeezed by rising costs, sporadic nature of demand,
and relentless downward pricing pressure due to competition. Adding
to it, slackening of demand, and higher interest rates are not welcome
signs for it. With this in mind, TATA Sky should try to be rapid-paced
and highly competitive.

To counter these challenges and still be profitable, we have tried to

suggest various strategies based on what will suit demands in the
Indian market and its consumer behaviour to increase TATA Sky
market share.

Current situation

• Tata Sky crossed the two million connections mark in a period

of 20 months, thus retaining its position as the fastest growing
direct-to-home service provider across the globe.

• 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.

• Currently TATA Sky has roped in Aamir Khan as its brand

ambassador. Aamir Khan would feature in all TATA Sky brand and
product communication, including advertisements in TV, print and

• Further, tie ups with ITC E-Choupal and Godrej Aadhar give
it wider rural reach. Also for its distribution, TATA Sky has a tie up
with ITC International Business Division.

• The 24X7 has joined hands with TATA Sky to

provide content for Active Learning.

• Tata Sky has adopted a 360 degree marketing campaign

approach that encapsulates television, print, outdoor and radio along
with on-ground activities and marketing on the digital platform.

• Tata Sky plans tie-ups with Sony Pictures, Fox for content- Pay
per View service for exclusive events.

1. Product

Tata Sky launches itself as a DTH services requiring a Dish, A set top
box and network access card per television. Later variant like
Community dish for entire building were launched. Latest the Tata
Sky Plus with Personal Video Recording technology has been
launched. Various services provided by

TATA Sky include:

• Active Services
• Active Cooking
• Active Stories
• Active Newsroom
• Active Darshan
• Active WizKids
• Active Sports
• Active Learning
• Active Games
• Active Astrology

 Parental Control
 Search and Scan Banner
 Guide (including Hindi Display)
 Customer Service- 24 x 7 help. Support in 11 languages

Factors Affecting Consumer buying Behaviours:

1. Price: Tata Sky has offered competitive pricing but has been on the
higher end and its due to promotional campaigns it has added in
incentives leading to increase in customer base. In search of newer
audiences in smaller towns, DTH operator Tata Sky is introducing a
new Rs 99 package — Super Hit Pack

2. Customer Services: Tata sky offers an excellent website and

dedicated customer line. They have the concept of registered mobile
number providing easy communication. But their Customer service
lines are always busy and the waiting period is usually very long. This
may be an irritant for existing customers.

3. Reception: The reception is usually excellent in comparison to

existing cable TV. But during monsoons and Cloudy days they are
affected. The rate of signal distortion is more for Community dishes
in comparison to Individual dishes. This technical problem should be

4. Program Choices: After litigations, Tata sky is able to offer huge

bouquet of channels but it is still less compared to the Cable TV. They
should ensure extensive program choices to induce switching from
Cable to DTH

5. New Technology: Tata sky Plus is an initiative in this direction.

Various services under Active are part of this Technology game.
Being a interactive and dynamic offering would increase its appeal.

6. Technical Support: Technical support system of Tata sky is

well establishes. If a 24 hrs limit can be provided for all complaints
and work on ‘holidays’ when people are generally home could be sold
as a USP.

Tata Sky as a product has evolved from the time to inception.
Further to enhance the product, new
services and technologies can be imbibed like:

1. Common Dish per house for Multiple Television sets

2. Combined Product with Television - Rural Areas , especially and

Niche Segment Targeting if Combined with LCD’s

3. Connectivity with other digital Monitors like Laptops for

Commercial Usage

4. Guide can be displayed in Multiple Regional Languages

5. Voice over in Multiple Languages (Currently limited availability in

for some programs)

6. Interactive Video Games (with consol)

7. Inclusion of Radio Reception. Development of Visual Radio service.

8. Variety in Movie Listing with Bollywood, Hollywood and Regional


9. Special channels for Songs Request like Jukebox could be launched

10. Stock Market related interactive service on Active

2. Price

Competition has increased may fold with completion providing

freebies and slashing prices. The following price related strategies
could be adopted, which may lead to a short term loss but a medium
term break even and profit:

1. Free Set Top: Following the line of Dish TV, Set top Boxes can be
given free while ensuring lock in by providing base pack free for
limited time duration, thus inducing update to next level.

2. Lock in of 1 year: Ensure long term lock ins by providing incentives

for pre payment of long term charges. Continue with current strategy
of providing 2 months free on payment of 10 months services.

3. Multiple Connections: Provide discounts for consumers buying

second Tata Sky Connection (up to 50% off)

4. Encourage References: Provide discounts on Monthly charges if

reference from existing consumer becomes a new customer.

5. Regional Disparity: Provide free regional packs in local areas to

ensure switch from Cable TV to DTH service, i.e. provide free south
Jumbo pack for customers in all Southern States.

6. Community Dish: Provide Incentives in the form of Free Months

charges for first 3-6 months and reduce the Installation charges per

7. Payment Options: Allow multiple points of payment, ensuring

timely payment and convenience to the customer – Credit Card
through Website (implemented), Pre Paid cards from Retail shops to
be activated using Telephone (Implemeneted) and Drop Boxes at

8. Postpaid: Some clients depending upon few background check

criteria can be given Billing service i.e. Payment at end of Month

3. Place

States Share (%)

Maharashtra 12.1
Gujurat 10.5
Karnataka 7.2
Uttar Pradesh 6.9
Tamil Nadu 6.6
Punjab 6.4
Orrisa 5.3
West Bengal 4.7
Kerala 4.6
Andra Pradesh 4.6
Rajastan 4.5
Assam 4.0
Madhya Pradesh 3.8
Others 18.8
Total 100

Clearly, there is a lot of scope of increase in the number of customers

across all the states. Looking at the current distribution system that
Tata Sky has adopted:

Including the local cable operators as distributors would be an
extremely useful way of reaching out to the target market:

a. Staff of cable operators be made the distributors for Tata Sky

(familiarity with people)
b. All distributors be given a status of Tata Sky employees
c. Attractive options be given to them to become distributors

Another focus could be the rural market. A snapshot of the rural


a. 199 million total household in India

b. 119 million (60% of total house holds) TV households
c. 50 million are having Cable
d. 55 million TV sets in rural area
e. Rural TV households growing by 3-4 million each year.
f. Only 2-3 % of rural household have access to Cable
g. Growing focus towards more satellite channels

Strategies for the rural sector can be:

a. Customizing offering
b. Combination of various national channels with regional channels
c. Educational Package
d. Appointing the village head as Distributor and the promoter as the
villagers tend to listen to village head
e. This can be supplemented by giving the connection to village head free
for initial period

Another avenue that can be explored is Mini – Theatres

(Class B towns)

a. Setting up Mini – Theatres in rural sector to promote the Product

b. Events like Cricket matches, movies etc.

c. These Mini – Theatres can be the Point of Sales for Tata Sky

4. Promotion
The promotional strategies suggested are:

1. Packages for Special Events like the cricket World Cup

2. Targeting Tata employees could be a useful way PR promoting the


3. Give the option of instalments and other promotional schemes to

the new users

4. Tie up with real estate developers to target the new constructions

a. The number of old buildings being demolished and being

reconstructed are also on the rise. This could be a major target for

5. Door to door marketing should be used to heighten the awareness

levels as well

6. Local Games Sponsorships can also be used to increase the

awareness levels

7. Another way could be using the prominent part of the Building for
placing Hoardings of Tata Sky Ads:

a. Finding the strategic building in the locality

b. Consideration can be in form of cash payment to the
Housing society
c. Providing free connections to Households in these

8. Another new avenue that can be explored is the railway stations:

a. Posters on railway station roofs
b. Tickers at Major suburban Railway stations

9. Use of Internet- Applications which involve sharing of videos on how

one consumes TV, benefits of DTH over cable TV, etc. across social
networking sites like Orkut, ibibo, etc.

10. '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.

11. Tata Sky launched an interactive game quiz featured around MS

Dhoni to coincide with the Twenty20 World Cup. In the past, the
DTH operator has been test-piloting feature by running several
contests around programmes and the interactive features were made
available to its customers.


Geographic segmentation
In terms of geographical location, North India and Western India
together contribute over 8 million DTH subscribers, while the
southern market contributes 3 million. The states of Maharashtra,
Goa, Punjab, Uttar Pradesh, and Rajasthan are the leaders in DTH
subscription, contributing over 6.5 million DTH connections to the
overall base.

Urban and Rural:

In order to cater to the diverse taste and needs of both urban and rural
people operators provide entirely different range of services and
offerings. In rural areas, fleet of vans for demos, installation as well as
selling hardware and pre-paid vouchers are being used. Most players
are building up their subscriber base by targeting viewers outside the
big cities, which suggests that about 60 per cent of DTH subscribers
reside in rural areas and towns with a population under a million.

Region and States:

DTH service providers give special offers where regional and sports
channels are viewed the most. Silver subscription available in Tamil
Nadu, Kerala Karnataka & Pondicherry only, ultimate sports bonanza
offer - Rs 2490 with 12 Months of Silver subscription available in
Andhra Pradesh only.

Demographic segmentation
Most of the players in DTH offer niche channels to create a unique
and exciting offering for its viewers of every age and gender segment.
DTH industry mainly concentrates on women who don’t like missing
their daily soap and news more ever women are able to learn English
speaking which is a very special feature of DTH. DTH also
concentrates on children also by providing them games, dictionary,
some discovery videos specially inbuilt, math’s, and science and
social knowledge. It also focuses on old people as it has updated
videos of various holy and religious places. Example- Dish TV
recently launched ‘Children Films Festival’ with a bouquet of over 25
super-hit films across various categories priced at Rs. 25/- per movie.
thus targeting the children segment. Besides this value added services
like Games Active, Bhakti active services etc carters to needs of
customers from various age groups and gender.

DTH service provider gives various recharge options to consumer
according to the income like silver pack, golden pack, diamond pack

Behavioural Segmentation
DTH operators come out with new offers of channels or new buyer
schemes at relatively cheaper rates on occasions of festivals or major
sports events. For example it offers benefits to customers like: In a
cricket match choosing the language of the commentary, camera
angles, know player statistics and watch match highlights at our will

Porter’s 5 forces

Bargaining Power of Supplier – High
DTH relies on three major suppliers: Customer Premise Equipment –
Satellite dish, Set top box and Access card, Ku Band Transponder and
content. Bargaining power of DTH operator with CPE supplier has
increased due to supply. Transponder is provided by Astrix, ISRO
hence dependency exists and due to no regulations in channel pricing,
DTH operators are at mercy of Broadcasters.

Bargaining Power of Buyer-High

Consumer has the power to choose in this industry with variety.
Unless players can differentiate against each other, the market shall
remain mostly homogeneous. Customers will have high bargaining
power and will be
influenced by costs versus services.

Threat of Substitutes- Medium

DTH faces major competition from Terrestrial, Cable & IPTV.

Doordarshan is world’s largest Terrestrial broadcaster with over

1400 transmitters and covering 88% of India geographical area. They
offer Digital service in collaboration with BBC resources. This wide
reach and low cost approach are offset by its lack of attractive content.

Cable TV operates in 2 modes: CAS<Metros>which requires
separate set top box and Non Addressable system. The cost varies
from Rs. 100 – Rs. 350 to customers depending upon location. Due to
its phenomenal reach, there is bound to be a resistance from Local
Cable operators.

IPTV is service where television signals are digitally sent over

Telecommunications line. MTNL & BSNL plan to tap this line. Even
with strict regulations (not yet enforced) it is a considerable threat due
to its newlevel of interactivity.

Threat of New Entrants- Low

With 7 players in the DTH space, threat of new entrants is relatively
low due to enough competition. Getting a license is relatively low but
issues related to pricing of CPE and getting required transponders.
Also first mover advantage exists in this industry.

Competitive Rivalry- Medium

With 7 players established in the market inter firm rivalry is intense.

DD offers free service but has a very small bouquet of channels. Dish
TV got first movers advantage and has a highest market share in the
market. The new players have very big brand names and have started
with extensive publicity. There is also competition with respect to
acquiring content. There are also regional discrepancies.

Threat of New


DTH market is
already crowded with

Bargaining power of Bargaining power of

Buyers Suppliers
Inter Firm Rivalry
Lots of opinion & Transponders – Very
substitutes Price Wars High

Price sensitive buyer Litigations CPE Suppliers – Low

Content – Very Low

Threat of Substitutes


Cable TV – Very High

IPTV – High

Terrestial - Low

DTH Industry – Five Forces Model



Tata Sky Features:

• Joint venture with International DTH Brand-Sky, famous for its
exquisite technology.

• Uniform volume level across all channels

• Stable set-top-box with less bugs or issues

• Provides good Customer service and after-sales support

• Exclusive access to some authentic international channels like

BBC entertainment, Ceebebies Tata Sky Product Review Tata Sky
has made constant innovation and technology enhancements which
are the main reasons that the company could provide a very stable set
top box.

• As a result its customers have to worry less about the

maintenance issues regarding the Set-Top Box.

• Another important feature which can be of great value to the

customer is - the uniform volume level across all channels.

• This feature ensures that the customers don’t have to waste

time on adjusting the volume levels as they surf the channels.

• Tata Sky has customized its packages which enable the

customer to choose and pay for onlythose channels which they

• Tata Sky provides excellent picture/audio quality.

• Tata Sky also provides installation services within 24 hours of

the purchase of the product


Reliance BIG TV Features:

• Reliance Big TV uses MPEG-4 technology which can carry

more number of channels

• Good picture and audio quality

• The company makes its packages cost effective by providing

lots of channels in base pack itself.

• It also provides a feature of viewing 12 channels at a time on

single screen

• Good performance even during the monsoon season.

Reliance Big TV Product Review

• Reliance BIG TV is a cost-effective service whose base

package comes with large number of channels.

• The customers get to select regional package based on their

language/regional/cultural preferences.

• This entitles the customer to get an option to make a

package having base package and any one of the regional
languages like kannada, malayalam, telugu, hindi/Punjabi
or oriya/Bengali Packages

• . The set-top box of Big TV is little unstable. This acts as a

disadvantage for the customers

• For the installation of the set-top box the customer has to

wait for 3-4 days from the time of Purchase


Airtel Digital TV Features:

• Airtel digital tv has good DVD Quality picture and CD quality

• It provides a universal remote which works both with TV and

Set top box

• One of the major features of Airtel digital is that it exclusively

offers World-space satellite radio channels.

• The set-top box provided by Airtel Digital is Sleek and stylish

• It provides better connectivity as provides a larger dish antenna

Airtel Digital TV Product Review:

• Although Airtel Digital is a late entrant in DTH space it has

come up with a completely flawless DVD quality picture and sound.

• At the time when the other players were providing different

remotes for set top box and television , Digital Tv has completely
undone that issue by coming up with universal remote.

• It provides a sleek and stylish looking set top box.

• It also provides exclusive access to World-space channels

• While Airtel Digital tried to differentiate its product from the

rest the high cost associated with it acted as a big negative aspect for
the company

• The are many other players in the market providing lots of

channels at a lower price, Digital TV by Airtel stands out as a lot

Few Inferences from the above comparison:

• Tata Sky is the only DTH which provides uniform volume level
across channels.

• Tata Sky and Big TV are better choice for rainy areas because
of bigger antenna size.

• Incase the customer is very selective about channels, Tata Sky

is the best fit as it has lots of small packages and add-on packages so
that the customers can customize the package as per their needs.

• To start enjoying DTH experience from today, go for Tata Sky

because that’s the only DTH which will be delivered and installed the
same day after you place the order

Tata Sky launches itself as a DTH services requiring a Dish, A set top
box and network access card per television.

Tata Sky as a product provides to its customers a large bouquet of

channels at different pricing packages. These packages are formed
according to ensure user convenience. Customers can select any of the
various attractive package of channels available.

Thus Tata Sky has all features to compete well with the existing
players in the market. However Tata sky recently launched a new
variant called Tata Sky +. This product contained some additional
features over the original Tata Sky. Tata Sky+ is a premium set-top
box with a personal video recorder that allows you to record up to 45
hours of live TV. Tata Sky+ gives you the power to record one
program while watching another, pause a live telecast and even
rewind a TV program that you are watching. Thus Tata sky gained an
edge over its customers by adapting Product Differentiation. To
protect its existing customer base using Tata Sky, it also introduced a
special offer of up gradation to the premium product at reasonable

For its new customer the cost of Tata Sky Plus is given as below:

Tata Sky Plus Cost

Rs 8,999 for the hardware (Digicomp) + Rs 1,000 installation &

activation charges + Rs 50 per month Tata Sky+ usage fees + Cost of
the channel package.In order to stay ahead of its competitors, Tata
Sky has always followed an aggressive promotion strategy. When
Tata Sky was about to be launched, it earmarked approximately Rs
1.5 billion for marketing the DTH service across all platforms,
traditional and non-traditional.

They invested not only in the pilot MDU (multi-dwelling unit)

projects in some cities of Indiabut also planned to educate an average
Indian about the advantages of a DTH service supported by the Tata’s
and Star.

A major part of the Rs 1.5 billion marketing budget was planned to be

spent during the festival season in India, starting late September and
lasting till Christmas-New Year, when consumers have a tendency to
splurge on goodies.

Meanwhile, apart from Zee Turner family of channels, most other

major TV channels found a place on the Tata Sky platform

It is obvious that every task has some objectives. My objectives
behind working on this project are:

I. Primary Objective

• The main objective of this project is making the consumer

aware of His/Her rights.
• To understand penetration of various DTH and cable
operators in Kalwa & Thane

II. Secondary Objectives

• To understand preferences of TV Viewers of Kalwa & Thane

regarding DTH and Cable Services
• To understand purchase criteria of customers for selecting
DTH or Cable Services
• To understand competition between various players
• To Find Out Opportunity & Threats In Indian DTH Industry.
• To Study The Reason Behind Growth Of DTH Market.




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.

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.


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



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 choose the

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.

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

 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 “14” with 1.5 line spacing.

Looking at the vast geographic area of the Thane 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 60 (20 from each section)


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.


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 below;

 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.


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 industry and company
• Objective of the project
• Research methodology
• Limitation of the project
• Analysis
• Findings of research
• Bibliography
• Annexure


• The sampling plan was based on non-probability method and no

scientific methods were adopted.
• Data collected may not be 100 % reliable.
• The universe selection and sample size is not sufficient to
represent the whole population.
• Due to time constraint the survey has been done on the basis of
• The data is been restricted to only Kharegaon, Manisha Nagar,
and Karwalo Nagar.


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

Q-1. Do you watch TV?

About asking this question I got the result as follow.


Yes 95 95

No 5 5

50 Yes
40 No
Yes No

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.?

 About asking this question I got the result as follow.


Regularly 45 45

Rarely 21 21

Once in week 21 21

Twice in week 13 13

25 Regularly
20 Rarely
15 Once in week
10 Twice in week
Regularly Rarely Once in Twice in
week week

So from this survey I have found that 45% of people watch TV

regularly and 21% of people watch TV rarely. Whereas 21% & 13%
of people watch TV Once in week & Twice in week respectively.

Q.3 Which connection you use for your entertainment?

 About asking this question I got the result as follow.

Answer Respondent Percentage

DTH 40 40

Doordarshan 5 5

Cable Connection 45 45

Internet 5 5

Other 5 5

25 Doordarshan
20 Cable Connection
15 Internet
5 Any Other
DTH Doordarshan Cable Internet AnyOther

From this survey I have found that 45% of respondents prefer Cable
Connection but 5% of respondents still prefer Doordarshan.

Q.4 Which DTH connection do you have?

About asking this question I got the result as follow.

DTH Services Percentage

Tata Sky 42

Dish TV 35

Big TV 13

Videocon D2H 5

Sun Direct 5

30 TataSky
25 DishTV
10 VideoconD2H
5 SunDirect
TataSky DishTV BigTV Videocon SunDirect

Tata Sky is the market leader with 42% of market share, followed by
Dish TV and Big TV with 35% & 13% of market share respectively.

Q-5. From which sources you comes to know about Tata
Sky ?

 About asking this question I got the result as follow.


Advertisement 71

Hoardings 12

Newspaper 2

Mouth Publicity 15

50 Hoardings
20 Mouth Publicity
Advertisement Hoardings Newspaper Mouth

Thus by these analysis of Tata Sky, I have found that 71% of people
know about the Tata Sky 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.6 Where did you obtain/ take the connection from?

About asking this question I got the results as follows


Company Shop 50

Exclusive dealers 25

Vendor shop 25



Company Shop
20 Exclusive dealers
Vendor shop

Company Exclusive Vendor
Shop dealers shop

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.7 .How long did it take for your service to get activated and

 About asking this question I got the results as follows


02-06 74

06-12 19

12-24 04

Above 24 00

Not sure 03

02-06 h
Above 24
Not Sure
02-06h 06-12h 12-24h Above 24 Not Sure

Most of the services has been activated within 02-06 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 services had
been activated within 02-06 hours of purchased and it was functional
properly. And only 19% were taken more than 06 but less than 12 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.8 If yes, then for what period you have used the Tata
Sky service?

About asking this question I got the result as follow


Less then month 00

1month to 6 months 04

Up to year 16

Above years 38

1monthto 6months
Upto year
Above years
Lessthen 1monthto Upto year Above
month 6months years

As per these analysis one think which is clear about Tata Sky that
there out 58 customer 38 customers are using these service from more
than year or we can say 3-4 years, and 16 customers are using Tata
Sky service up to year, thus the Tata Sky has maintain there good
service against the customers, that’s why the customers prefer this

Q.9 Rate the following parameter of Tata sky to other

service provider?

 About asking this question I got the results as follows.


PARAMETERS Very Good Average Poor Very

Good Poor

Coverage 98 02

Value Added 55 40 05

Customer Services 90 08 02

Brand Image 90 10

Tariffs & 65 25 10

90 Coverage
70 Value Added Services
50 Customer Services
30 Brand Image
10 Tariffs & Schemes
Coverage Value Customer Brand Tariffs &
Added Services Image Schemes

In case of coverage, Tata sky customer’s satisfaction is highest. There

98% of customers finds that the coverage or network is very good of
Tata sky, and just 2% of users of Tata sky think that the coverage for
Tata Sky is good.

In case of Value added service of Tata sky 55% of customers finds

that the Value added service is very good of Tata sky , 40% of
customers find that the Tata sky is providing a good Value added
service and just 5% of users of Tata sky think that the Value added
service for Tata sky is Average.

In case of Customer service of Tata sky 90% of customers finds that
the Customer service is very good of Tata Sky, 8% of customers find
that the Tata sky is providing a good Customer service and just 2% of
users of Tata sky think that the Customer service for Tata sky is

In case of Brand Image, Tata sky customer’s satisfaction is highest.

There 90% of customers finds that the Brand Image is very good of
Tata sky , and 10% of users of Tata sky think that the Brand Image
for Tata sky is good.

In case of Tariffs & Schemes of Tata sky 65% of customers

finds that the Tariffs & Schemes is very good of Tata sky , 25% of
customers find that the Tata sky is providing a good Tariffs &
Schemes and 10% of users of Tata sky think that the Tariffs &
Schemes for Tata sky is Average.
Q.10 What’s the reasons for which you are not using
Tata Sky?

About asking this question I got the results as follows.


Poor Service 02

Expensive Service 58

Poor Network 00

Other Operator 40

Poor Service
40 Expensive Service

Poor Network
Other Operator
Poor Expensive Poor Other
Service Service Network Operator

Thus by this survey or research I have found some negative points of Tata
Sky that its service is little bit expensive then other operating service in
Thane. There here another drawback is that company’s like Airtel, Reliance
and Dish TV is also providing good service in the market, so 40% of
customers are grab by other operating service.

Findings On survey

• Maximum Person keep Tata Sky kit and recharge facility.

• Awareness of new connection and new recharge

offers of Tata Sky is similar to Dish TV and Airtel

• There is a communication gap between the company and the

customers. This doesn‘t seem to be the case with other DTH

• Availability of vouchers lie between price ranges from Rs

100 to 1000.

• Availability of voucher is one of the major issues among

Tata Sky dealers, approximately 40% of persons in Kharegaon,
Manisha Nagar, and Karwalo Nagar facing this problem. For small
amount of recharge they use vouchers, but use other modes of
recharge for large amounts. Due to the shortage of stock they are not
able to retain their customer for long time.

• EPRS system seems to be the most troublesome recharge
option for Dish TV.

• Customer care service is considered to be very poor as dealers

often complain of problems in recharge process managed by Tata Sky.

• Many persons say they recommend Tata Sky because they get
the installation done much faster in comparison to Dish TV &
competitors with Tata Sky, it takes up to 2-6 hrs.

• The company have been able to keep up the promises made to

the customers, like installation and activation commitments are often
not met.

• Connect between the Call Center and the Service center is good.

• Customer Care is reachable on Toll-Free easily, waiting time is

comparatively less on toll-free numbers
• Dish TV changes the price plans and offers more frequently as
compared to other DTH providers. This along with improper
communication confuses customers which beings down the consumer
satisfaction levels.

• There has been a growing trend of Dish TV customers and

dealers being shifting to other major brands like Tata Sky and Airtel
Digital as they provide better value added services like after sale
service, recharge facilities and customer care.

• Other DTH brand provides best support facility, quick recharge

and installation facility, which provides them with the competitive

• Good thing which i found in Dish TV according to dealer

feedback is offer, dealers and customer like their but same time they
shows un satisfaction with frequent changes in offer.

• Specific Comments By customers:-

a) Due to the bad EPRS system of Dish TV, they are not able to
recharge higher amount and as they face such problems frequently,
they try to recommend other DTH brands to their customers.

b) The dealers mostly prefer to sell Tata Sky and Airtel because
their installation system is very fast. Also if dealers are committed to

their customers regarding any specific time limit, the other DTH
brands never let them feel down, which helps the dealers to keep good
relation with their customers.

c) The dealers generally sell recharge vouchers of Tata sky worth

Rs 1lac per month, but in case of Dish TV they only sell vouchers
worth Rs 5-10k. The main reason behind it is lack of availability and
also poor EPRS system. It took long time to recharge. So dealers push
its customer towards Tata sky and Airtel Digital.

d) There has been problem on the behalf of the distributers front,

distributer have been setting there own price and negotiating
according, this has been matter of loss for the dealers in most the case
the profit got is not up to the mark.


The following price related strategies could be adopted, which may

lead to a short term loss but a medium term break even and profit.

1) Increase awareness:
Since there is lack in communication channel, it should be
tackled with care and dealers should be constantly made
aware about the offers and new plans through meetings
with company executives at regular intervals.

2) Improve processes and techniques:

In order to make recharge or activation process more
transparent and user friendly, the EPRS technology needs
to be upgraded consistently.

3) Give more value added services:

Since Tata sky and Airtel have clear edge over value added
services like free installation DTH needs to mend its
strategy to face these competition. One way of doing this
would be to offer at least the same service as these two
competitors are trying to eat the market share.

4) Improvement in after Sales Services:
Arrange proper training for customer care executives as
Dish TV lacks proper after sale service.

5) Standardized the price plans and avoid frequency

Frequent changes in price and offers is proving no good for
Dish TV as it is in way frustrates the customers with
changes in offers without being informed about it. So Dish
TV needs to watch out for this and should pre inform the
customers about the offers and changes well in advance.
This in a way, I feel would create more brand loyalty and

6) Voucher Availability
Make proper channel of Distribution of voucher.

7) Visibility
Danglers create more impact on customer mind, it always
visible and promote offer and help to recall brand

• Free Set Top: Set top Boxes can be given free while ensuring
lock in by providing base pack free for limited time duration, thus
inducing update to next level.

• Multiple Connections: Provide discounts for consumers buying

second Tata Sky Connection (up to 50% off)

• Encourage References: Provide discounts on Monthly charges

if a reference from existing consumer becomes a new customer.

• Payment Options: Allow multiple points of payment, ensuring

timely payment and convenience to the customer Credit Card through
Website, Pre Paid cards from Retail shops to be activated using
Telephone and Drop Boxes at Societies



Q 1 Do you watch the T.V.?

Yes No

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

Regularly Rarely

Q.3 Which connection you are use for your entertainment?

Dish T.V Cable connection

Door Darsan Internet

Any other _____________

Q.4 Which DTH connection do you have?

Tata Sky Big TV Sun Direct

Dish TV Videocon D2H

Q.5 From which sources you comes to know about Tata


TV Holdings Relatives

Advertisement News papers

Q.6 Where did you obtain/ take the connection from?

Company Shop

Exclusive dealers

Vendor shop

Q.7 How long did it take for your card to get activated
and function?

02-06 hrs Not sure

06-12 hrs Above 24 hrs

12-24 hrs

Q.8 For what period you have used the Tata Sky service

Last 1 month Less then 12 month

Last 6 to 12 month More than 12 month

Q.9 Rate the following parameter of Tata Sky to other Service



PARAMETERS Very Good Average Poor Very

Good Poor


Value Added

Customer Services

Brand Image

Tariffs & Schemes

Q.10. What’s the reasons for which you are not using Tata

Don’t want to change with regular service

Poor service

High price

Low signals

Additional facility provided by other operator

High rent per month


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