M.

PHARM (QUALITY ASSURANCE) +MBA SEMISTER-I (2015-2016)

TATA SKY
Incorporated in 2001, Tata Sky Ltd is a joint venture between Tata Sons and 21st Century
Fox.Tata Sky endeavors to give a world class viewing experience by satellite television
service. Tata Sky offers customers interactive services as well as a variety of channels
ranging from entertainment, sports, movies, music, news and documentaries in HD quality
picture and sound.
Vision
Tata Sky aims to revolutionize Indian home entertainment by empowering television
viewers with Choice, Control, and Convenience through a wide array of programming
choices and interactive features.
PARTNERS
Tata Sky has partnered with global leaders in the space of digital technology to bring a stateof-the-art satellite television service to India.
Satellite:
Tata Sky has leased all 12 Ku-Band transponders on ISROs 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:
A leading provider of technology solutions for pay television, NDS, played a key role in the
end-to-end system architecture needed for 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.
IT:
Tata Sky has invested in the best of breed technology infrastructure from Oracle, IBM, and
Cisco. This infrastructure ensures maximum uptime, reliability, and scale. Software
applications like CRM, billing, ERP are deployed in a clustered environment, which not only
ensures high availability but also enriches the customer experience.
Set top box:
Tata Sky has partnered with Thomson, Humax, Huawei and Pace, world leaders in digital
broadcast technology for building top-of-the-line set top boxes, customized specifically for
the Indian markets. The technologys feature rich design enables Tata Sky to deliver multiple
programming, pricing packages and interactive services to its customers.

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M.PHARM (QUALITY ASSURANCE) +MBA SEMISTER-I (2015-2016)

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:
TATA Business Support Services Limited provides Contact Center Services to Tata Sky from
12 high-end call centers offering round-the- clock support in 13 different languages. TBSS
offers Tata Sky Customer Care services right from managing Customer queries and
complaints to Customer retention along with Back Office integration. TBSS also provides
support for Installation and activation of DTH Connections, Tata Sky Partner support and
Campaign management i.e. Cross selling and Up selling of products and services.
CUSTOMER SERVICE NETWORK
Tata Sky has established an extensive customer service network across the country. The
company takes direct responsibility for installing and servicing the hardware at every
subscriber's home, thereby ensuring the highest levels of customer service. The Tata Sky
field force of approximately 3000 service installers are complemented by high-end 24x7 call
centers, manned by multi-lingual customer service associates, trained to solve all customer
problems.
CORPORATE GOVERNANCE
Policies
- Whistleblower Policy
TATA BRAND
The TATA Group is one of Indias largest and most respected business conglomerates.
Headquartered in India, the TATA group comprises over 100 operating companies in seven
business sectors: communications and information technology, engineering, materials,
services, energy, consumer products and chemicals. The Tata groups core purpose is to
improve the quality of life of the communities it serves and the Tata name has been
respected for more than 140 years - trusted for its adherence to strong values and business
ethics.
SKY BRAND
The SKY brand, owned by the UK-based British Sky Broadcasting Group, brings to Tata Sky
the reputation of more than two decades of experience in 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, the SKY+ personal video recorder in 2001 and SKY Go in 2011.

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M.PHARM (QUALITY ASSURANCE) +MBA SEMISTER-I (2015-2016)

History
Is a joint venture between the Tata Group, that owns 60% and STAR Group that owns a 30%
stake. Tata Sky was incorporated in 2004 but was launched only in 2006. It currently offers
close to 196 channels (as of December 2010) and some interactive ones; this count includes
some numbers off HD channels offered by Tata Sky (as Tata Sky-HD) and interactive services
also.
In March 2010, Sun Microsystems partnered with Tata Sky to provide IT Infrastructure
solutions and support for the launch of the company's direct-to-home (DTH) television.
The company uses the Sky brand owned by British Sky Broadcasting.
In October 2008, Tata Sky announced the launching of DVR service Tata Sky+ which allowed
90 hours of recording in an MPEG-4 compatible Set-Top Box. The remote is provided with
playback control keys and is being sold with special offers for existing subscribers. After
2011, TATA Sky+ started selling only HD Version of TATA Sky+ know known as TATA Sky+ HD.
In 2008, Singapore-based Temasek Holdings picked up 10% stake in Tata Sky from the Tata
Group. This has diluted Tata's stake in the venture to 75%.
STARs parent company, News Corporation, owns an International group of DTH businesses
that include Sky Italia in Italy and Foxtel in Australia.
Awards and Accolades
ISO 27001: 2005 accreditation
In March 2009, Tata Sky became the first Indian direct to the home (DTH) service provider to
be awarded the ISO 27001:2005 accreditation, the benchmark for information security. ISO
27001:2005 is an international standard that provides specifications and guidance for the
establishment and proper maintenance of an Information Security Management System
(ISMS).

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The success of the brand from a Marketing principle and theory
SWOT ANALYSIS

Strength

Leverage on brand TATA and high brand recall

Partnered with SKY Brand in the space of digital technology to bring a state-of-theart satellite television service to India

Leader in introducing new packages and services

Rural penetration through ITC E-Chaupal and Godrej Aadhar

Innovative product offering TATA Sky plus

Adopted 360-degree marketing campaign that encapsulates television, print, radio and
outdoor digital platforms

Tie-ups with Sony Pictures, Fox for content Pay per view service for exclusive
events

DVD Quality picture and CD Quality sound

24*7 customer service support in multiple languages

Weakness

Not having first mover advantage as Dish TV captured market share

Dependency on broadcaster

Cannot match free service provided by DD

Customer service is usually busy and waiting period is usually very long

High initial cost of DTH equipment

Opportunity

Focus on segmentation and differentiated product offerings to expand its clients and
spread its reach outside Tier-I cities across the country

Expand distribution network through exclusive stores

Growing demand for quality of service in the form of DTH over Cable

Increase in number of TVs sold

Penetrate market by competitively priced services, superior technologies, interactive

services and customer support

Provide option of installments and other promotional schemes to the new user

Threats

Interoperability regulations

Cables set-top boxes to provide easy switching due to negligible switching costs

Increasing competition

Dependency on broadcasters for their channel content and thus increase in cost

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M.PHARM (QUALITY ASSURANCE) +MBA SEMISTER-I (2015-2016)

No Exclusivity in Content and Rule of Must Carry

Cap on foreign investment

SEGMENTATION, POSITIONING, AND TARGETING

SEGMENTATION
Demographic Segmentation
1. Age and Life Cycle
Active Stories and Active Wiz Kids For 2-7-year-olds
Active Learning -Designed specifically for preschoolers
Active Games -Interactive games for all ages
Active Darshan -Focus on customers belonging to older age groups
Active Vedic Maths -solve mathematical problems faster than conventional methods
taught in school and colleges
2. Gender
Active Cooking -Tune into Active Cooking and enjoy over 200 recipes every month
master chefs like Tarla Dalal, Harpal Singh Sokhi, Jiggs Kalra, Nilesh Limaye & other
popular chefs.
3. Income
Multiple Channel Packages: Recognizing vast differences in pocket sizes of different
consumer segments, many different packages are available for Examples Super Hit
Pack, South Starter Pack, South Value Pack, South Saver Pack etc.

Geographic Segmentation
1. Region
Installation of services even in the most remote areas and first At Sea installation
Separate packs for North and South regions
Several regional channels
2. States
Pan-India: Presence in all the states across India
Services even in Leh, Ladakh, and Kargil
3. Rural and semi-urban areas
Tie-ups: with ITCs e-Choupal to expand its distribution network and penetrate rural
market
B2B: tie-up with Tata Indicom, Pantaloon etc for urban market penetration

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Introduced a Rs 99 low-value pack of 53 channels
Behavioral Segmentation
1. Occasions
Discounts during festivals (Discounts on set-top boxes during Diwali)
Unique offerings during festivals (Launched Tata Sky Karaoke during Holi)
World Cup Offers (Watch the World Cup with Hrithik Roshan)
2. Needs and Benefits
HD Picture and Sound (Great picture quality, incredibly vivid colors, sharper images, and
stunning surround sound)
24x7 Customer support
The Tata Sky Guide (A multi-purpose guide to all the TV channels)
Parental Controls (Regulate TV watching through channel locking)
Search and Scan Banner (Browse what is happening on other channels without changing
the channel)
3. User Status
Friends and Family offer (Benefits offered for recommending Tata Sky)
Low Setup Costs
(50% off on installation, 5 months of free viewing)
Easy Financing options (0% EMI schemes)
Custom channel Packs (Regional channel packs)
Psychographic Segmentation
1. Lifestyles
Movies like Slumdog Millionaire, 1920 in its showcase channel for people to have a near
theater experience at home
2. Personality Traits
Targeting the youth by showing the concerts like Beyonce- Live at Wimbley and AC/DC
No Bull concerts in their showcase channel
Active Mall targeted at people who like to shop for electronics appliances, household
goods and even mobile ringtones from their house

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M.PHARM (QUALITY ASSURANCE) +MBA SEMISTER-I (2015-2016)

3. Values
Active Darshan Religion has a significant influence on the values and keeping this in
mind it provides live telecasts from 6 revered temples and 3 spiritual channels
TARGETING
Brand Image -Brand value of Tata and technology of Sky made it a brand to reckon with.
Recall value -Aamir Khan and Asin as an ambassador for the brand in the south have it
given the top of mind recall value.
Brand Purchase -Family and Friends referral scheme, new products like mobile app
have made consumers make mental commitment to buy the product
Value added services like Gaming, education, virtual pilgrimage, flower delivery, etc
Factors affecting like Market size, expected growth, competitive position, compatibility
with objectives
POSITIONING
Redefined the language of technology by creating interactivity and dispelling fear of
technological fuss in the mind of the layman

Better
picture
quality

Customer
Service

The
interactive
Offering

Isko Laga
Dala, Toh
Life
JINGALALA!

STRATEGIES
3C Strategies

Consumer insight shows that television is the only affordable family entertainment
option available for middle-class Indians today.

Tata Sky gives people a new dimension in TV viewing, thanks to its 3Cs strategy.
1. Choice: 170 + channels; DVD/HD picture quality
2. Control: Viewers can control the content; Child lock
3. Convenience: 4-day listing of all programs

Customer Acquisition strategy:

1. Focused marketing campaign
2. Launch of TATA SKY +
3. Distribution and after sales service

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M.PHARM (QUALITY ASSURANCE) +MBA SEMISTER-I (2015-2016)

Customer Retention strategy:

1.
2.
3.
4.
5.

Upgrade to TataSky+ by exchanging regular Tata Sky

Activ Services
Subscribers can suspend their viewing services temporarily
24x7 call center services
Convenient relocation services

Strategies For The Rural Sector

Customizing offering
Combination of national challenges with regional challenges
Educational package
Appointing the village head as Distributor and Promoter
1. Villagers tend to listen to the village head
2. Can be supplemented by giving a free subscription to the village head

Current Strategies

Tata Skys growth has been helped by strategies like:

1. MDU: Multi Dwelling Unit
2. Activ services. Its Bangalore-based R&D center produces original content in
science, GK, and mathematics, which is becoming popular in schools.
3. Schemes like 50% off on installations.

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