9








6




 


   6 


6
 


 



  


c
Page
Œ




 ................................ ................................ ................................ .......................... 4‘
A. ‘ Objectives: ................................ ................................ ................................ ................ 6‘
a.‘ Ca
e Obje
 es: ................................ ................................ ................................ . 6‘
b.‘ Ma
e
 g Obje
 es: ................................ ................................ ................................ 6‘
.‘ Situation Analysis ................................ ................................ ................................ ..... 8‘
a.‘ The P
8 ................................ ................................ ................................ .............. 8‘
b.‘ Ce

s:................................ ................................ ................................ ............... 9‘
.‘ A alyss  De
T e Ma
e
  a ................................ ........................... 11‘
D.‘ Ca
egy Fa
s ................................ ................................ ................................ ...... 16‘
e.‘ E  e
al Fa
s ................................ ................................ ............................. 18‘
Œ. ‘ Œompany and Œompetitor Analysis ................................ ................................ ....... 23‘
a.‘ P
Fea
e Ma
9 ................................ ................................ ........................ 23‘
b.‘ S
a
eges ................................ ................................ ................................ .............. 23‘
.‘ Ma
e
 g M ................................ ................................ ................................ ...... 24‘
.‘ P
s ................................ ................................ ................................ ................... 26‘
e.‘ Vale ha ................................ ................................ ................................ ........... 26‘
.‘ Dee
al A a
age  eah a y ................................ ............................. 27‘
g.‘ Ee
e 
e s
a
eges ................................ ................................ ..................... 28‘
×. ‘ Œustomer Analysis................................ ................................ ................................ .. 29‘
a.‘ Sege
a
 S
a
egy ................................ ................................ .............................. 29‘
1.‘ Degah Fa
s: ................................ ................................ ........................... 29‘
2.‘ Gegah Fa
s: ................................ ................................ .............................. 29‘
3.‘ Les
yle: ................................ ................................ ................................ .............. 29‘
b.‘ C se Beha ................................ ................................ ................................ 30‘
.‘ Tage
 g ................................ ................................ ................................ .................. 31‘
.‘ Ps
  g ................................ ................................ ................................ ............... 32‘
E.‘ Assumptions in lanning rocess ................................ ................................ .............. 34‘
a.‘ Ma
e
P
e
al ................................ ................................ ................................ ....... 34‘
b.‘ Feas
Ass
 s................................ ................................ ............................... 34‘
ñ. ‘ Strategy ................................ ................................ ................................ ...................... 35‘
a.‘ Ce S
a
egy ................................ ................................ ................................ ........... 35‘
b.‘ Cs
e Tage
s ................................ ................................ ................................ ..... 35‘

^
Page
 .‘ P
Se e Fea
es ................................ ................................ .......................... 35‘
6.‘ Strategy-Marketing Œommunications rogrammes ................................ ............. 37‘
a.‘ 
ega
e Ma
e
 g C a
 s Pgaes ................................ ............. 37‘
b.‘ P g S
a
egy ................................ ................................ ................................ .... 39‘
.‘ Cha el S
a
egy................................ ................................ ................................ ... 39‘
.‘ Cs
e Ma agee
S
a
egy ................................ ................................ ........... 40

A
Page
 


Tele s  s
y   a

b
h w
h
he la h  Dasha  1959 1. Ba

he 

ele s was egae as a ly 
e whh  ly a ew ele l a.  1992 able
 s
y ae 
 es
e e whh we
w as
he bgges
e l
 
he hs
y 
 a E
e
a e
 s
y.

Cable TV ha ge
he way
he a eage  a wa
he TV. Se ly
he e
e
a e

s
a e a

he la
 g
e 
 s as a hge  l  eg a  ew es

ha els le
he a
e
. we e
hs
ee s gw
h saw 
 s
a h
es 
able TV whh  
g w
 well w
h
he le  e ass a
e
  ses.
Pele a e  be

e qal
y 
e a  wa
e
 wa
h eg al la gage ha els
whh
hey eee. e e
hee was a es ea  a  wll g ess
 ay 
qal
y a  wha
 e ese.

The s
age was ee
ly se

he 

  sa
ell
e TV ± De

 e (DT
baas
 g. La
 a  aessbl
y

he able l e  
a

e a ye  DT
se a. DT Dg
al TV sys
e ee es sg als e
ly  sa
ell
e
hgh
he sh
ees 
w
h
he Se
T B a 
he se s s
  gly lea 
e a  s 
 TV.
Be

e aessabl
y qal
y  se e a   ease be  ha els e se
ha

hs

eh lgy was hee
 s
ay.

Ta
a S
y s a DT sa
ell
e
ele s  e 
 a s g MPEG 2 g
al ess
eh lgy
a s

 g s g SAT 4A a
83.0°.
Ta
a s
y was  a
e  2004; Ta
a S
y s a J
Ve
e be
wee
he TATA G
a  STAR 2. Ta
a S
y DT e ea s
 e  a ewes a wl lass
ele s
ew g eee e
hgh 
s sa
ell
e
ele s se e. V
a Kash
s ese
CEO 
Ta
a S
y L
.

1. h

: a.g . 
w a
ele s .h

2. h

:e .w
ea.gw
Ta
a_S
y

ÿ
Page
 The SKY ba  w e by
he UK base B
sh S
y
Baas
 g G b gs
 Ta
a S
y
he e
a
  e
ha 20 yeas eee e 
sa
ell
e baas
 g. SKY s well
w 
he   a
 e 
s a  se es la he
by BS
y sh as DT baas
 g  1989 g
al sa
ell
e baas
 g  1998 
ea
 e

ele s se es  1999 a 
he SKY+ es al e ee  2001 3. Ta
a S
y L
 s

he Fs
 a DT  e
 be awae
he SO 27001:2005 ae
a
 
he l
a
e
be ha
  a
 se
y 4.

 O
be 2008 Ta
a S

y a  e la h g  DVR se e ata Sky+ whh allwe
90 hs  e g  a MPEG 4 a
ble Se
T B. Ta
a S
y was sele
e as a
SUPER BRAD 
he yea 2009 2010 by a  ee e
a  l
ay  l  ee
s
2

w as Se ba s C l. 
s
he  ly  a DT
 ha e w
hs s
 
 .

3. h

:www.
a
as
y.a
e  .h
l

4. h

:e .w
ea.gw
Ta
a_S
y


Page
A.‘Objectives:

a.‘ Ca
e Obje
 es:

.‘ T be
he lea g De

 e (DT se e  e   a
e g DVD qal
y 
e a  CD qal
y s  al g w
h ew age

ea
 e se es.
.‘ T be
he lea g  
he l
a
e  e ea
 g s
e
ale.
.‘ T es
ablsh
he a y as
he ea
  e
e
a e
a  e
a e


s a  se es. Thgh
hese se es
he a y 
e s

bee a 
egal a

he glbal a
e
. As a a
  a y
wa

 be 
able 
 e ea
 e
e  se

 g a   a ally
gge w
h ae a   e  all s
a
e hles.

b.‘ Ma
e
 g Obje
 es:
.‘ Vles & P
s 5 : Ca y wa
s
 ble 
s s
e base by 2012.
Ce
ly 
has 45 la
h 
he

al 2 e DT s
es   a whh
s als e
e
 eah 4 e by 2012. Als   a
hee ae
aa
ely 13 e TV se
s  whh  ly 2 e s a
ee by
he
DT se e. Thee s a hge 
e
al

a
hs ese e. 
es 

 Ca y eahe bea
e e a
e 4 yeas  
s s
a
. w 

as
 ble 
s 
s e ey yea.
.‘ age: The Ca y wa
s
 je

sel as a ³E
a e
 se e6
a
he
ha js
a e
e
a e
se e  e. F
hs 
has la he

ea
 e se es l
e A
 e E glsh A
 e WKs a  
hes. w

la s
 ea 
hs  
a
 e a  gw 
hs 
.

.‘ A eage Re e e Pe Use (ARPU 7: The a y 
e s
 ga ale

a
e
shae a   ease 
s ARPU whe ae
 
he DT
 es
hgh qal
y ale ae se e a  s
e se e.
Ca g w
h Dsh TV wh s ha  g ARPU  135 Rs Ta
a S
y
e
ly has a ARPU  270 Rs whh 

e s
  ease
 300 Rs.

e a
 ally
he ARPUs ae q
e hgh whe ae w
h  a. Ths
 a
es
ha

hee s a 
e
al se 
he ARPUs.

5. A
le  ews Ce
e 10
h Mah 2010

6. Ee
s  
e ew w
h M. V

a Meh
a (Che Ma
e
 g Oe Ta
a S
y blshe  Bs ess
L e 7
h Ja ay 20107.

7. h

:bs ess.e.e
2010a06
a
a s

y s
a
egy
 a

a
e s
es.h


‰
Page
  .‘ Cs
e Re
e
 : Ca y bele es
ha

s l g
e ss
a abl
y
a  abl
y ee s  hw l g
he s
e ea s lyal

he
a y. Ca y bele es
ha
by
age
 g s
es wh g 
he
heaes

 
s 

 g 
sel a
a s
as
hese s
es a h

a y
e.
.‘ Cs
e Delgh
: By   g se es l
e  es  ea  A
 e
Mall A
 e Dasha  A
 e C
 g a y wa
s
  e e
a
ale ae se e a
a e s
. Ca y has e
ly 3 all
e
es a
e g

he ee
eg al ees a  
la s
 ea  

hs  
a
 e. 
s als l
 g
  e s
b
 ha el a 
a

s
e se es ee
ly.Ca y s
age
 g 30% sa  gs by s



 g eases
hgh e  a  eales ha els  ee
.
.‘ Teh lgy Ugaa
 : The a y
age
s
 sh
all  
es
 g
s
es

he la
es

eh lgy (Ta
as
y+ a

he eales
. Ce
ly
 ly 10% 
he s
es ha e sh
e 7. 
als la s
  e D
se es  all ha els e
ly s has s
a
e w
h ³Ds ey a  ³
a
 al Gegah.
.‘ Reg al a  e
e aea: Ce
ly e
ha 50% 
he le ae
 
se
 50 
es   a 7 a  
wa
s
 a
ale 
he
beg  g. Als 
s
age
 g e
e aeas l
e Sahe  Ba   Pa

be.

x
Page
.‘Situation Analysis
a.‘ The P
8
.‘ Ta
a S
y la hes 
sel as a DT se es eq g a Dsh A se

 b
a  e
w
aess a e
ele s . La
e aa
l
e C 
y sh
 e
e bl g wee la he. Ree
ly Ta
a S
y Pls w
h Pes al
Ve Re g
eh lgy has bee la he. La
es
e
a
s ae
he
D ha els  Ds ey a  GC.
.‘ E jy  e 190 Cha els a  se es  DVD qal
y 
e a  CD
qal
y s .
.‘ Vas a
ages ae  e 
he s
e
 hse . These
 le:
1.‘ Se 
a
(67 ha els
2.‘ Se Vale a
(102 ha els
3.‘ Se Sa e a
(127 ha els
4.‘ S
h S
a
e a
(76 ha els
5.‘ S
h Vale a
(99 ha els
6.‘ S
h Sa e a
(110 ha els
7.‘ S
h Jb a
(143 ha els

8. h

:www.
a
as
y.

Ô
Page
  .‘ Vas se es  e by TATA S
y  le:
1.‘ A
 e E glsh: E ha e y E glsh  esa
 s
lls.
2.‘ A
 e Mall: Sa e
e a   ey sh  y TV !
3.‘ A
 e Shwase: Y  a
e l
le a
he
4.‘ A
 e C
 g: Ge
y a 
e ees whe y wa

5.‘ A
 e S
es: E jy y s
y b

ele s
6.‘ A
 e S
a ews: G e
ly
 y a 
e ews se

7.‘ A
 e WKs: Ma
e y hl a ge s
8.‘ A
 e Lea  g: Ta
e Daly qes  e g Ma
h GK a 
se e  y Tele s .
9.‘ A
 e Gaes: 
ea
 e gaes  all ages
10.‘A
 e Dasha : Ge
247 asha 
he llw g
eles: Sh
Sa Baba Mbas ShV aya
 SKCO a  Kash
Vshwa a
h.
11.‘Zee
s ewas: Ea
hgh   TV
.‘ Pae
al C
l
.‘ Seah a  Sa Ba e: F  
wha
s aly g  
he ha els
w
h
ha g g
he ha el y ae wa
h g
.‘ Ge ( l g   Dslay w
h 4 ay ls
 g  all gas w
h
e e al
y
.‘ Cs
e Se e 24  7 hel. S
 11 la gages.
b.‘ Ce

s:
.‘ Dsh TV: Ma
e
leae a gs
 a
e layes
.‘ S De
: Pe wa S
 g Ba  eq
y  s
h.
.‘ A
el: Pese e  a s
 g
el  as

e
 .‘ Bg TV: S
 g ba  age a  se
el  as

e
.‘ Ve DT:  g  
s s
e g
h 
ele s a a
 g a 
s
b
 . Ca y wa
s
 
ega
e se

 b w
h
ele s .
.‘ Dasha : a
 al ese e (90% eah ee se e.
.‘ Lal able ea
s:  a
e
 lse
 20 yeas a  ha e hgh
a
e
e e
a
 .

À
Page
 SWO ANALYSIS Oñ AA SKY
Strengths:

ڑ Abl
y
 se
he ba  TATA  ba  ag g.

ڑ Se qal
y hawae a  ah ey se (ewss DT a S
y.
ڑ gh 
e a  s  qal
y a  se s
e se e  e.
ڑ Abl
y
  e se e e e  g we 
s
hgh ge ea
s as se


a
 al able l es.
ڑ Aga s

he e al g ³O e se 
all s
a
egy. Cs
se se es  e ey
s
e.
ڑ A es
ablshe laye 
he a
e
hels 
he sbl
y 
he 
.
ڑ  as 

he al a
e

hgh e
al g a e es w
 g w
h Gej Ahaa
TC's e hal Ta
a Cheals a  Ralls  
a
 es.

Weakness:

ڑ s 
ey  a ally heal
hy.

ڑ gh ea
 g ee ses he e bea
e e 
sees a a y.
ڑ ghe se e hages a   s
alla
 hages ae
 able T.V  
he DT
 es.
ڑ Sall s
b
 e
w
l
e

he ba ; hassle by s
b
 sses.

Opportunities:

ڑ The shae 
he walle
  a s ha e bee  eas gly   g
was ea

a  e
e
a e
(see lls
a
 as a  sla
e  
 whh TATA SKY a
ey a
ly ll.
ڑ ghe ssable  e w
h
he  a la
 .
ڑ Ral a
e
has hge 
e
al.
ڑ Gw g ea   s
se
ele s ewesh.
ڑ DTV se es  e a 
 
y w
h
he C weal
h Gaes a  Wl
C a 
he  e.
ڑ lee
a
  CAS has  ease
he ee  DT se es l
e TATA SKY.

hreats:

ڑ O l e l e s
ea g ± Oes se se es a  a
h lwe s
s (ee
 ely
als
ee.

c
Page
 ڑ Es
ablshe e

s l
e Dsh TV wh ae aj
y a
e
shae hles.
ڑ Ta
 al able TV has  e se es whh ea


he  se shae 
DT.
ڑ gh ee e e    al ha els e a
  e ees
he baga  g
we a  a
 g TATA SKY  e
 eqe
e ha ges e
 a
ws
 g

a
s.
ڑ PTV  es se
eh lgy  lee
e.

9
Shift in spending patterns

We a see a 
e
al a

e
 ease as  a
e by
he  ease 
he se  g 
he
 a hsehl 
he ea
 a  eea
 sege
. Ta
a S
y has eal 
 
y


a
hs gw g a
e
.

.‘ A alyss  De
T e Ma

e
  a

i.‘ resent market situation

S e
he la h 
he CAS Ma a
e  2007
he DT  s
y has gw
 a al
y 1 ll  2006
 22 ll hsehls a
ese
. Ths
DT ewesh s lse
 20% 
he

al
ele s ae e 
 a. Ths ass e  ease s e
 s
e ssa
sa
 w
h es
 g
able ea
s ass  a. Ab
ay
a  eases eqe
lss 
se es  es
e
s
e se es a  sele
 e baas
wee
he
aj ase  ssa
sa
 .

9
MK sey Glbal  s


e

cc
P a g e
 Th oppor

 wa
aken up
he DTH erv e prov er In 2005 Dh TV
wa
he onl plaer n
he marke
 The were followed b Sun Drec
n
2007 Along w
h TATA Sk Relance w
h Bg TV, Bhar
 w
h Dg
al
TV and Vdeocon have alo joned n
he race
o grab
he eeball of
he
ncreangl demandng Indan TV Vewerhp Among
he la
e comer
TATA Sk ganed
he maxmum number of ubcrber


 ii i    i  i 

9
 




×

A

 ×

A

 



 



10

The pec
acular grow
h n vewerhp eem logcal w
h ncreang dpoable

ncome n urban Inda, bu

he real grow
h ha come from
he rural marke

70% of DTH connec
on n Inda are from rural and mall
own (popula
on
of 1 mllon or le accordng
o a repor
b a marke
ng reearch frm
(Franc Kano 
The grow
h n dg
al egmen
n rural area were 34%, 49% and 64% n
he
pa

hree ear (ource: - TAM Annual Unvere Upda
e ±2010) The DTH
pla
form gve
he rural cu
omer
o overcome
he problem of frequen
power
cu
 W
h
he help of genera
or nver
or
he have con
an
acce
o
her
favour
e program, whch wa no
poble w
h
he ex
ng cable
elevon
ne
work

ii ‘ 6 i
l
There  an mmene po
en
al for
he DTH ndu
r n Inda And n a
lngu
call dvere coun
r lke Inda,
he po
en
al  manfold For ever
channel
here  a cope
o broadca

he ame n man regonal language
Preen
l TATA Sk broadca
 
 n
erac
ve ³Ac
ve S
ore fea
ure n

10 h

p:wwwpluggdnd
h-ndu
r-n-nda-anal-297

c
P a g e
 s ee
la gages ‘ E glsh   Tal Telg Be gal a 
Maa
h.

iii.‘ Stage in roduct Life Œycle

The  a DT  s
y s s
ll  
s ealy yeas. Thgh
hee s hge
e


 gab
he sbs
 s s e
hee ae esse
ally
hee aj
layes wh 
l
hee 
h 
he a
e
.

Number of subscribers availing of × Services

11

The

al be  hsehls w  g a Tele s   a s es
a
e

lse
 135 ll . Ths eese
s a 54% e e
a
  Tele s 
 a hsehls. A g
he hsehls whh  
sbsbe
 DT

aes e

  eg al baas
es Cable TV Oea
s a 

he TV Sg al  es.

Tù he DT  s
y s ee
e
 gw a
a C  A al Gw
h

Ra
e (CAGR  lse
 24% .The 
e  DT  s
y wll lagely
ee     a
 e a
e
 g
a
s a
e by
he DT layes.

iv.‘ rofits

F
he ew e
a
s 
he DT  s
y TATA S

y has shw
he as
es
gw
h a
e.

11 h

:www.sb.26464799MRP DT  s
y   a De

 e Se e

cA
P a g e
 
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p:wwwcrbdcomdoc494250Ta
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‘ ‘




 14

14 h

:www.sb.8494250Ta
a S
y Ma
e
 g Pla

c
P a g e
 .‘ Ca
egy Fa
s

The a
egy a
s  le  g
he a

e
 
 s  TATA SKY a be s 
ly
esbe by
he P
es F e Fes Mel A alyss:

ڑ hreats of new entrants: The
hea
s  ew e
a
s a be a alyse 
he

ese
 e 
he llw g:
‘ roper distribution network: A DT sbsbe  e
 be sessl
ees a e s
b
 e
w
 l
e
hse  A
el Dg
al TV  TATA
SKY. Sh a s
b
 e
w

a
es
e
 a
e s a ea
e
hea

 a ew e
a
s low.
‘ License and regulation issues: TRA egla
es
he layes 
he DT
 s
y a  he e e
y 

he se
 s hghly  
e. Beses
he
 g C se Pese Eqe
(CPE l
e
he se

 bes a 
he
s
  g 
a s es s a
e
e. e e
hs
 a
es
he
hea

ew e
a
s low.
‘ îstablished players: The es
e e  es
ablshe layes 
he a
e
l
e
TATA SKY A
el Dg
al TV e
 ea
es hgh e
y baes  ew
e
a
s.

ڑ argaining power of buyers: The ese e  se e es
ablshe ba s 
he

a
e

he   A
el Dg
al TV Bg TV Dsh TV S De
 e
  es

he  ses w
h a l
 
 s. e e e

 
he se
 leas

hee
be g a hgh baga  g we 
he byes. S 
ee
a
 ahe es a l

 
a e.
Beses
he sw
h g s
 ses   e sbsbe
 a 
he s 
ey hgh as

 les  ly a ha ge  a sbs
 . DT layes ha e bee
y g
 ee

hs by e s g
ha

he se

 bes ae ba
wa a
ble.

ڑ argaining power of suppliers: The DT sles l

e TATA SKY ee  

hee aj
yes  sles ± CPE (Cs
e Pese Eqe
 l
e se


bes
a s es a  
e
. As
hee s a sse  ba
wa a
bl
y 
se

 bes
hs
he se es ae a

he ey 
he se

 b sles. The

a s es ae sle by SRO a 
he abse e  e egla
 
he  g
 ba w
hs;
he layes ae a

he ey 
he sles.

ڑ ressure from substitutes: The
hea


he DT se
 s
hee l:
‘ P TV: They  e a la
 e 
 
he bye as
hey e w
h ee
se

 bes a  se D qal
y 
es. Beses
hey als ha e
he
ae a a
age  e g 
e e
se es al g w
h
he
ele s
se es.
‘ Ta
 al
ees
al able TV: The a
e
e e
a
  DT layes ha e
s
ll bee slw bease ele ha e bee shw g a l
  e
a whle

c‰
P a g e
  l e w
h
he sw
h. Thee s s
ll a hge 
 
he ele wh se

he
a
 al able TV se es.
‘ 

  CAS by
he g e e
: The 

  CAS by
he
g e e
s ae a
  g
he al able ea
s w
h
he abl
y

  e
he ha els sbsbes wa

 ew ±
he abl
y whh was
he
USP 
he DT layes.

h

:www.sb.8494250Ta
a S
y Ma
e
 g Pla

ڑ Œategory Œapacity: Ca
egy aa
y ees

he  eall gw
h aabl
y 
he
 s
y a 
he se
 as a whle. The
gh
egla
 
he g e e
ea
e

ega g
he lsy sage  SAT sa
ell
es beha es as a es

 e e
w
h ese

 ea . Beses
he be 
a
es  K ba 
he
a s es
se 
he DT se e  s
y s a lw gh
w. we e 
s eas
e
ha


he ea 
e
he be wll  ease. W
h ese


hs
hee shl be
 
a
 es  behal  TATA SKY  e
 hel
he  ses  ee
he
 e
a a  j
he DT e l
  bes.

cx
P a g e
 e.‘ E  e
al Fa
s

The e
e al a
e
e  e
al  
 s  whh TATA S
y ea
es a be esbe
 e
he llw g heas.

ڑ Pl
al
ڑ E 
ڑ Sal
ڑ Teh lgal
These ae 

he  ly heas  e whh all
he a
s a be a
ege.  ase  a
hghly egla
e  s
y whee
he a
s sh as FD a  E
yE
 
 s ae
e e a seaa
e hea  Legal s als  see.

The ab e b a
  a
 a
eges s

w as îS  eaa ge as Sî. W
h
a
  
he heas as Legal a  învironment 
s als
w îSîL.

We shall lsely l

a
eah 
he a
s
ha
 le e TATA S
y as well as
he DT
 s
y as a whle.

i.‘ OLIIŒAL

ڑ POLTCAL OPPOSTO

 ealy 1997 S
a TV was se

 la h 
s DT Se e  a S
y
Baas
 g (ISky
. B

he Ce
al G e e
ba e
he K
Ba  eqe
s
ha
wee
 be se 
he DT se e. E e
ally
e
 l
al es s
he la h was sse e.

F ally a
e l g elbea
 s  2000 egla
  DT se es

wee la
e. B

hs es 
ea
ha

he se e  es ae

e
w
h
he ese
s
a
 . Thee ae  g g sss s

 ease
he FD l

he ese
49 % a  20%  Baas
 g
a  Cable a es

he se 74%.

The la
 s 
he  ease  FD l
s ae a l.  ease 

a alabl
y   s wl hel
he DT se e  es
 eah

able ea
 s. Qal
y   as

e a  S
ll wl
 ease.

cÔ
P a g e
 ڑ COTET REGULATO

The gaes be g baas
e ae egla
e by
he  a


a  Baas
 g M s
y. As
he se e  e
hey als e
 e
he  ew. Als
he DT se e  es ae 
allwe

bea els e 
e
. The sae se
 ha els ea s
ha

hee s
 ee
a
 
he 
e
 a 
he se es ae
he  ly
h gs

ha
e.

ڑ COALTO GOVERMETS

The e
 a se a s
ha
 e  Cal
 Pl
s. The

G e e
a

he e
e s a   eg al a  a  e 
w aj
a
 al a
es. Cal
 als ea s
ha

he s
abl
y s sse


he
 
ees
s 
he al
 . Eah G e e
es w
h 
s
w se
 les a  egla
 s. Ths  s
abl
y
 egla
 s Ta
laws ea
e a  a able s
a
  bs ess.

ڑ POLTCAL COECTO

Ms

he s DT layes   a ha e  e
 s w
h ele 

he e ehel s  l
al les. Se e e ha e hl gs

hgh ela
 es. Ths se
es g es a  a a a
age a  a hgh
e
y bae  ew layes.

îŒONOMIŒ

Fa
s sh as  la
  Gw
h Ra
e Ba

 g 
ees
Ra
e Feg Eha ge Ra
e
Bge
allwa es ha e a la
 e ee

he DT layes.

ڑ MPACT OF ECOOMC POLCES

As s

he eqe

he se
 sh as
he Se
T Bes
(STB ae 
e. Eha ge a
es
heee lay a bg le hee.

 la
 
e 
a
es
he a
  ey le
w
h
he s
e


se   se
h g as  esse
al as DT. 
es  hgh
 la
 
he  s
y wll eee e less be  ew sbsbes.

W
h hgh GDP a
es a  FD allwa es
he  s
y wll be ae
e
s
 ely.



y  STBs was e e  Bge
2008 09. Sh lbeal

es s wll hel
he  s
y
 gw aly.

cÀ
P a g e
 ڑ GER DSPOSABLE COME

W
h  ease 
he se
 ay se  g 
he e e gw g  a

Mle Class
hee ae e ea s 
he se e  es. The
ease  sw
h g always
ees
he  es 
he
es

ee
he
base 
a
.

SOŒIAL

Fa
s sh as Sal a  Cl
al asa
 s by g a   s
 beha  ae

he
bs ess  DT layes a  ae a
ege as Sal.

ڑ ASPRATOS

The gw g le lass a 
he asa
 s
 eah
he e
sal
s
a
a 
es   e a  s
a
s ae be g ey 
a
. Ths
a be see by se 
he seal se es  e by
he layes.
TATA S
y ee
ly ae  w
h a se e alle A
 e E glsh
whh a
es

he a
egy whh eage
 lea E glsh. Als
he
easy a alabl
y  ale
les
yle  s  baas
e ha el
g es
he easy aess.

ڑ VERACULAR s ATOAL CAELS

The be  ha els be g baas
  a s 423  l g

E glsh a   . The al DT s
e s
he bg  se 

hese eg al ha els.

ڑ PEER PRESSURE

As DT s slwly
a s g  a ly
 eess
y 
s abse e

s be g e a  e  ss. D e by
he ee

a
a a s
a  g a a

he la
 bee DT  ses.

^
Page
îŒNOLO6IŒAL

ڑ BADWDT RESTRCTED USAGE

A g
 SRO
he  e  sa
ell
e se es

he DT
 s
y
he  s
y s was
 g se
 
he K Ba  a  ha e
a es l g  eses. W
h
he  ease 
he be 
ha els
he DT layes ha e bee as
 g  e a  e
ba w
h. Se layes ha e  e
e
 MPEG 4  MPEG 2
b

he s
assa
e es

s 
he layes   g
he sae.

ڑ ADVACEMETS

T ee
a
e
he se e a  ea
e e ale 
he s
es

he layes ae ba
 g  sble
eh lgal a a ee
s.
Se es l
e Mble a  
e e
Pga Re g s a a

e


 ege s
e eee es. TATA S
y SU De
ha e
la he gh De 
 (D baas
ha el a  
hes ae
ee
e
 llw s . Ve ha e 
e DVD layes a 
TVs w
h 
ega
e DT STBs.

Lî6AL

The legal eqee
s
 ge

he DT  s
y ha e bee  lae s e 2000. As a whle

hee has 
bee
 h slease 
he le  TRA as
he egla
 
he DT
 s
y. B

he l g ges
a
 e eee e by all layes
 eah 
has ase
se eal es
 se  e ea
 .

ڑ CAELS O A LA CARTE BASS

A g
 a ee
e  TRA DT sbsbes wll ha e
he

ha e
 
a ls
 ha els as
hey wsh b
ay  ly 150
 . The DT ea
s ha e es
a
e
ha

hs wll  ease

he ea  gs.

^c
P a g e
 ڑ TAXATO SSUES

Ta be s ae a la aea  la
s. W
h a la
 e

aa
   e 40% 
s  e 
he s
hea ly
ae se
s 
he

y.

ڑ Le se Ta ± 10%  Gss Re e e

ڑ Se e Ta ± 12.36%  sbs
 a  e
al  e  STBs
ڑ VAT ± 12.5%  s  STB

he  se
ڑ E
e
a e
Ta ± 10 12% ( aes  S
a
es

Delbea
 s ae  g g  e g
he Le se Ta
 6%. A

  Gs a  Se es Ta (GST  Al 2011 wl
sewha
lesse
he be .

ڑ LEVEL PLAYG FELD

The ase 
he DT  s
y   a s a a
e by
he DT

Assa
   a (DOA. Ree
ly TRA
l Baas
es
ha


hey a hage DT se e  es  ly 35% 
he ee
ha

hey
hage egla Cable TV ea
s. Als

^^
P a g e
 Œ.‘Œompany and Œompetitor Analysis
a.‘ P
Fea
e Ma
15


‘ 
‘  


 
‘
 
 


 ‘ ‘
‘



 ‘  5 4 4.5 4 5

‘
‘ 5 4 4 3.5 4


‘ 5 4.5 4.5 5 2.5

b.‘ S
a
eges

The e
DT layes ae
y g
 w
he a

e
shae by
ely g ae s
a
eges
ha
lay

he s
e g
hs. Ta
a S
y s
se e  ale ae se es l
e a
 e sees  ha els.
Thgh
hs 
la s
 e el a ea
e a  lyal s
e base
whh a be el
e
 eah 
s BEP (bea
e e 
 a

he
eales
. Ve DT s a

a
 g 
s s
es
hgh shees
sh as a 
ega
e TV a  se

 b. A
el a  Rela e ae
ba
 g 
he es
ablshe  as

e
 
e
he se es.
Ths g es
he a 
 
y
 sa e  s
s  e  g
he
es
ablshe
a  sbseqe
e ele
. O
hes l
e S De

ha e laye 
s as 
he eg al se
e
s 
he bl. W
h 
s
a

a
 e a
 g 
he S
h  a ha els 
has swe

he e
e
s
he eg . O
hes ae es
 g
 e e
 was as a
ea s
 
e
he se es a  ga a s
 g 
hl 
he
e
a
e
shae.

15. h

:hbages.hbTa
a S

y Dsh TV A
el DT Rela e Bg TV DT Cas 

^A
P a g e
 .‘ Ma
e
 g M

1.‘ P g
Se layes ae s g e
 a

a s
es whle

hes ae ely g  ale se es. Cas 
hs
bass s l
as 
aes  wha
a
ages
he DT
 e g es. B
 a whle Ta
a S
y s eee
 be
ee s e a  S De

 be heaes
.

2.‘ P


Ms

he DT  es ha e ba
e 
he Bllyw
X a

 
e
hesel es.

TATA S
y

^ÿ
P a g e
 A
el DT

Ve DT

Aa

hese
he als
y

a

e a a
age 
he s

e y a
 l
e s. Te a  aga seal es ae
a  e bee s
 g e e
s l
e FFA Wl C
C weal
h Gaes Delh a  ay be 
he 2011 CC
Wl C. Ta
a S
y la s
 la h 
s D a
age 
s
s al g w
h  e 
hese e e
s. These 
 
es
 e a g la h la
 
he  es



s
a

he ea
 s.

^
P a g e
 3.‘ Pla g
The bes
eales  la g a be see  S De
.
They ha e  e
a
e  S
h  a a  ha e e e
a
e

he a
e
by
he hea a  a

a
 e a
ages eseally

he eg al (s
h  a  ha els. The es
ha e a
a  a ese e whee
hey ae 
able
  e


he
lal ele as well as S De
has bee able
  
s
h  a. S
he  es  e
a
e  s
e
sa
sa
 as a whle
 lae
he 
.

4.‘ P

The se  
ee
a
 s 
h  sh a
a
e
. The a
e sales se e s  e aea whee
he layes
a 
h 
 le
he s
es. Als h ee s 

he ale ae ea
e a  se es
ha
se
s y 

ee
 
hes. Sh as l e e g a
 e sees
 Ta
a S
y.

.‘ P
s

The DT se
 s ela
 ely a ew el a  
eqes hgh a
al
 es
e
. The ges
a
 e s als hgh. 

a
es ab
5 6
yeas a  ab
6 ll s
es bee 
s beg
 shw
 
he bala e shee
s. Ms

he a es ae   g 
lsses. O ly Dsh TV a  Ta
a S
y wll be s
 g 
s s .

C se aqs
 s
s l ay be
wee Rs 1700 a  Rs

8000 e sbsbe 15. The  s
y a eage s e l
e Rs 2400
4000 e sbsbe. The bgges
a

hs s
s
he se

 b
(STB. e e
he s s  hw
 e
a s
es s
ha

he
BEP s eahe s .

e.‘ Vale ha

The ale ha 
hs se e a be  e  sege
s l
e
Teh lgy 
e
 e el ey (s
e se e e
a  s
sales se es.


he
eh lgy a
Ta
a S

y was
he 1s
 e
 la h
he
 e
 e g l e TV   a. A
e whh es
llwe
s
. w 
has als l e 
he la h  D se es (GC a 
Ds ey. These  
a
 es lay a al le  e el g a
s
 e eel g ab

he a y a gs

he s
es a 
he
a y l ha e a g s
e base.

15
DT  s
y: A glse  
s a
las
! Va 
a Khl Kha e
a  ew Delh  ebe 9 2009

^‰
P a g e
 O
he 
e


he DT layes  
ha e a y aables

lay w
h as 
s 
a
e by
he ha el  es a 
he a
e

eee es. The 
e
eee es e  lae
 lae a 
he e 
has

ae  a
e
a laes.

O
he el ey 
all layes ae eqally s
 g w
h el ey
se w
h 24 hs. S a y e lagg g 
hs be h a
has

 ay hea ly.

.‘ Dee
al A a
age  eah a y

a.‘ Abl
y
 esg ew 
s:

As ssse eale 
hs el
he 
e ele
s 

h a  e ee s  ale ae ea
e Ta
a s
y s
he
leae as  w whe 
es
 ale ae se es.

b.‘ Abl
y
 el e
he se e:

All
he layes ae  a eqal 
 g w
h  l e al
es be g
 e by all.

.‘ Abl
y
 a
e
:
Ma
e
 g e s sally
hgh ele
  shws
e
ales  s

he DT a es. Ma
e
 g s als base

he
age
e sege
l
e eg al a
e
s  a  a
ese e e.g. S De
Vs
he Res
.

.‘ Abl
y
  a e:

Ths basally ee s  hw
he ba   ewe by
he bl 

has
 se 
s  ey 
he ele.  ase  Ta
a S
y. The
ba   Ta
a g es 
hge ebl
y a  
als has
he ba
 g 

he SKY g  a es. F  es l
e Bg TV a  A
el
DT
he ae
a y (ela e bha
 
sel a
a
e ae 

he  a es.

e.‘ Abl
y
 a age:

The a

ha
a y 
he DT layes ha e a hge ae

a y w
h yeas  eee e beh 
he g es
he a ege

 a age
he a
 
es e

y well.

^x
P a g e
 g.‘ Ee
e 
e s
a
eges
W
h
he DT a
e
se

 ble by 2012 all
he layes wll be
l
 g
  sla
e
he s
 a  wl l
e
 see
he

s g gee  e. F
hs  e
ey aea wll be
he
s
e e
e
 la s a  ew ale ae se es be g
 e. Pe was ay als be a way
 w
he a
e
shae.
Playes l als l

 ea 
he 
hl  al aeas a 
e
e aeas   a
 ea 
he a
e
.

^Ô
P a g e
 ×.‘Œustomer Analysis

a.‘ Sege
a
 S
a
egy

Ma
e
es ha e ge eally bee   g  se  g lage ass
a
e
s
 sea
 s  salle sege
s w
h s
e
a
e
 g gas. The he  

he a
e
es a
Ta
a S
y

he sege
a
 wee:

ڑ Mass Ma
e

ڑ Ma
e
Sege

ڑ Ma
e
hes
ڑ   als

Ta
a S
y has g e  
he a
e
sege
s a
egy as 
es 

wa

 be ewe as a e eyay 
.

The ge eal es
s se 
he sege
a
 
he a

e
as
se by
he a
e
 g
ea  Ta
a S
y ae:

1.‘ Degah Fa
s:

The DT  s
y   a has bee  
 be a ably
 l e
was
he le age w
 g lass   als (DK
a  DOK ales. The e g 

ha
es al g w
h

he DT  es sees
 be ageeable w
h
he les
yle 
he
w
 g lass.

2.‘ Gegah Fa
s:

The ba a  al a
e
s ha e
 be
ea
e seaa
ely bease 

he le el  ssable  e. DT  s
y has a s
 




he al a
e
.

3.‘ Les
yle:
The s
es shl be le base 
he
ye  les
yle
hey
lea. Ta
a S
y a be sege
e as a les
yle 
whee 

bees a sybl  a
h  g les
yle.

Beses
he bas es
s sege
a
 l als ha e bee  e


he bass 
he s
es beha   ela
 sh w
h
he

.

^À
P a g e
 ڑ enefit based segmentation: Pea e  Vesa
l
y  Pe
ڑ {ser status: Use s.  se
ڑ  usage rate: Lgh
 e  hea y se

b.‘ C se Beha 

Resl
s  a s ey shw g wha
 ses  se as
he s
e
e  g a
s 
he
assesse

he DT layes  e
he yeas.

The as a
s ae:

ڑ Œustomer Service: The le el  s
e 
ea
 a 
he ease  sage 
he

DT se e a
s as a 
a
a
   ses ew g
hs 
as
easble.
ڑ rogram Œhoices: A alabl
y  la 
e
a  gas hels w
 ses. Als
he abl
y
 
l a ae
y  gas a be se
 w
he
 ses.
ڑ Meception: DT se es sally ge
s
e e
  lee
wea
he a   g

he a s. C ses ge

 by sh 
e

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alue for money from the working class:

Ta
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age

he DK a 
he DOK a
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bease 
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ñirst time users vs. user

C ses a als be
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Ac
P a g e
 16

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Ps
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16
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P a g e
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Pe s
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A‰
P a g e
 6
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17

A

he mo
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mean n
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promo
onal
ool, o a
o appear
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Ta
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o
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medum Apar
from newpaper prn
 and
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he are alo
ven
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workng 
e

In December 10, 2009,
he home page of MSN Inda carred a Ta
a Sk banner
ad, whch wa n
egra
ed w
h Tw

er I

w

er page  a peronfca
on of

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17
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b.‘ ricing Strategy

W
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he DT a

e
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he e

s g  g
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Pa se es whee
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seal a
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ele se e  es
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c.‘ Œhannel Strategy

Us g lal
ale
:

A
ese
TATA S
y a be sbsbe  esg a
e shws a  eales.
The lal Cable TV ea
s ae see as a
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he DT  s
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w 
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easy  e
s  able
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a S
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b
s a be esae w
h
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a S
y elyees.

Us g al s

e:

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he llage sel g e e
s

e s hghly ese
e. The llage

a s
a
s a be  le e
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he a a
e
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Ta
a s
y

he llages.

d.‘ Œustomer Management Strategy

W
h
he be  hes  eas g aly a 
he ease  ha g g
 a 
he DT
se e  e als  eas g s s  eas g e a  e  Cs
e
lyal
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e Rela
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(CRM as a
s
a
egy  
 g a  a ag g a a ys 
ea
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es s
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he e
.

Ta
a S
y has sele
e Sebel leaes  CRM s
wae
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he ea
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e e
a agee
a  
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22
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a
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ÿ
Page
 .‘Meferences
1. h

:www.
a
as
y.a
e  .h
l

4. h

:e .w
ea.gw
Ta
a_S
y

5. A
le  ews Ce
e 10
h Mah 2010

6. Ee
s  
e ew w
h M. V

a Meh
a (Che Ma
e
 g Oe Ta
a S
y blshe
 Bs ess L e 7
h Ja ay 20107.

7. h

:bs ess.e.e
2010a06
a
a s

y s
a
egy
 a

a
e s
es.h


8. h

:www.
a
as
y.
9
MK sey Glbal  s


e

10 h

:www.lgg. 
h  s
y   a a alyss 297

11 h

:www.sb.26464799MRP DT  s
y   a De

 e Se e

12 h

:www.sb.8494250Ta
a S
y Ma
e
 g Pla

13 h

:www.sb.8494250Ta
a S
y Ma
e
 g Pla

14 h

:www.sb.8494250Ta
a S
y Ma
e
 g Pla

15. h

:hbages.hbTa
a S

y Dsh TV A
el DT Rela e Bg TV DT Cas 

15 DT  s
y: A glse  
s a
las
! Va 
a Khl Kha e
a  ew Delh  ebe 9

2009

16 h

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17 Integrated Marketing Œommunications IMŒ
art III: Acquiring and Metaining Œustomers

½

 ½
 
   
    
 
     

 

18 h

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19h

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21 h

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