“Padmashree Dr. D.Y.

Patil University”

Subject : Marketing Management

Project: Marketing Plan Analysis Of Tata Sky
Submitted To Prof. Mrs. Jyoti Marathe
Submitted By:

Names Roll Nos.

Rohit Patil 1029
Dharmendra Sharma 1038
Venkatesh Mishra 1039
Suraj Pagar 1040
Devrath Karande 1069
Ganesh Walunj 1073
Scope Of Our Project

 The industry of our today’s project is DTH industry. The company

in DTH industry is “ Tata Sky”. The product of our company is
Tata Sky Plus (+). The main aim of our project is that our product is
still not yet launched in the market and we are about to launch our
product in the market. So let us move to our presentation to show
you the launching of our product and the ways used to launch it.
ABOUT DTH
DTH stands for Direct To Home television
A wireless digital audio/video service is provided through
satellite
Terms related to DTH service
Digital decoder (Commonly known as set top box)
Viewing Card
DTH operator
DTH SERVICE IN INDIA
 The Indian entertainment and media industry is currently estimeted at
worth of Rs. 450 billion with CAGR of 18% over the next 5 years.
 The terms which were alien to Indians like DTH, digital cable, IPTV, are
suddenly finding presence in countrie’s journals.
 7.1 million families are using DTH service which makes India Asias
leading market.
 The major players in DTH service industry are
 DD direct
 Dish TV
 TATA Sky
 SUN TV
 BIG TV
ABOUT TATA SKY
 Incorporated in 2004, Tata Sky is a JV between
the TATA Group and STAR. Tata Sky
DTH endeavours to offer Indian viewers a world-
class television viewing experience through its
satellite television service. 
VISION
 Connecting every television home

 Empowering every television viewer

 Revolutionize home entertainment

MISSION
 TATA Sky is set to revolutionize television
viewing in India through its superior quality picture
and sound

 “The service aims to empower the Indian viewer

with choice, control, convenience through its wide
array of programming choices and interactive
features.”
COMPITETORS

 D.D. DIRECT
 DISH T.V

 BIG T.V

 SUN DIRECT
MARKET SHARE
 NCOMPARISION
TATA SKY Sun Direct BIG TV DISH TV

PRICING Set top Box- Set top box- Set top Box- Set top Box-
Rs. 999 Rs. 2150 Rs.1490 Rs. 1499
Rentals- Rentals- Rentals- Rentals-
Rs.125-Rs.310 Rs. 199 Rs.100-Rs.450 Rs.113 – Rs.
283
NO. OF 187 125 184 180
CHANNELS
4 P’S
PRODUCT AND PRICE
CONTD..
OPTIONAL PACKAGES No. OF ANNUAL SEMI MONTHL
CHANELS PRICE ANNUA Y
L PRICE PRICE
Super hit Pack 69 1600 800 160

Super value pack 104 2200 1100 200

Super saver pack 129 3025 1550 275

South starter pack 77 1250 625 125

South value pack 101 2000 1000 100

South saver pack 111 2600 1300 260

South jumbo pack 145 3410 1760 310

CONTD..
OPTIONAL PACKAGES ANNUAL MONTHLY
PRICE PRICE

Fun learning package 300 30

Life style gold pack 450 45
Sport gold pack 150 15
Sport platinum pack 40
ESPN & Star sports pack 40
Sports bonanza pack 1350
Marathi pack 200 20
Active games pack 400 40
HD gold pack 30
PLACE
State % share
Maharashtra 12.1
Gujarat 10.5
Karnataka 7.2
Uttar Pradesh 6.9
Tamil Nadu 6.4
Punjab 6.6
Orissa 5.3
West Bengal 4.7
Kerala 4.6
Andhra Pradesh 4.6
Rajasthan 4.5
Assam 4.0
Madhya Pradesh 3.8
Others 18.8
Total 100
PROMOTION

Mr. Perfect
PROMOTION STRATIGIES
 Signed Aamir Khan as brand ambassador
 Reduced hardware price from Rs 1500 to Rs 999 &
installation made free.
 Making local cable operator a Tata sky distributor
as he is familiar to customers.
 Introducing special packages during big events like
world cup etc…
 Sponsorship for local events.
 Using news papers and magazines for awareness.
ACTIVE AS PROMOTION
 ACTIVE is bunch of value added services
provided by TATA Sky, some ACTIVE services
are attracting particular segment of customers
like………….
 ACTIVE English : All those who seek to speak
good English but cant attend English speaking
class.
 ACTIVE Darshan : Generally senior citizens
 ACTIVE wizkid & Learning : Parents….
TATA Sky+
EXECUTIVE SUMMARY
 TATA Sky intend to launch new product TATA Sky+

 TATA Sky+ comes with unique features like pause,

rewind, forward.

 New product about to launch on 7th of november

 TATA Sky+ will be available in market at the cost of

5999
 Unique Features

 PAUSE RECORD REWIND LIVE TV.

 Watch one channel and record another channel

 Record 2 channels and watch a previously recorded programme

 Record two channels and watch one of the channels being recorded.

 Record three programmes simultaneously

CURRENT SITTUATION
 fastest growing direct-to-home service provider
across the globe.
 Indian viewers don’t even know that TV programs
also can forward, rewind, pause, & store
 Tie ups with ITC E-Choupal and Godrej Aadhar
 The 24X7 guru.com has joined hands with TATA
Sky to provide content for Active Learning.
 Tata Sky plans tie-ups with Sony Pictures, Fox.
THE COST
TARGET
TARGET MARKET SEGMENTS

Middle Class

Upper Middle Class

Upper Class
PROMOTIONAL TOOLS
 Electronic media

 Print media

 Radio
THE PAUSE EXPERIENCE

 TATA Sky+ can pause live television,

 This is revolutionary technology which needed to
be explained Indians who had not experienced yet,
 We will create a pause experience when 20
millions will in middle of their favorite shows,
 A 10 second message will revealed during pause,
 With TATA Sky+ you can even pause the live TV.
MONITORING TECHNIQUES
 Market surveys

 Customer response

 Time lines
SWOT

Strengths
 Leveraging on brand TATA and High brand recall

 Technological expertise with Newscorp’s DTH arm

Sky
 Superior Picture quality

 Leads in introducing new packages & Services

 Customer service
CONTD..

 Rural penetration through ITC E-Choupal and

Godrej Aadhar

 Interactive channels and program guides

 Innovative Product offering Tata Sky Plus

 CONTD..
Weaknesses
 Second Mover after Dish TV who captured Market

Share
 Cannot match free service like DD

 Currently Does not offer free Set Top Box like Dish

TV
 Litigation due to issues related to sports channels

which it lost
 Dependency on broadcaster and had issues with Sun

TV
CONTD..
Opportunities
 Larger disposable incomes with India

 Tapping niche markets with Better service and

Product offering
 Expansion of distribution network through

exclusive stores
 Interactive advertising – Tie up of with Samsung

 Increase in number of TVs sold

CONTD..
 Increase in the geographical boundaries with Rural
Market untapped
 Growing demand for quality of service in the form
of DTH over Cable
 CAS being made Compulsory would encourage
switch.
CONTD..
Threats
 IPTV provides superior technology if implemented

 Cable Set top Boxes provide easy switching due to

negligible switching costs

 Increasing Competition internally

 Dependency on CPE suppliers to some extent

 High dependence for transponders on ISRO

 Dependency on broadcasters for their channel

content and thus increase in cost

CONTD..
 Videocon may enter DTH by building its own set
top boxes.
 No Exclusivity in Content and Rule of ‘Must
Carry’
 Cap on Investment (20%)
 Interoperability Regulations
 Cap on foreign Investment (49%)
 FINANCIAL PROJECTIONS
Television channels Budget alloted
NDTV 24 X 7 Rs. 14997500
Head lines today Rs.14997500
Aaj Tak Rs. 14997500
Star news Rs. 14997500
CNN IBN Rs. 14997500
NDTV good times Rs. 12497916
UTV Rs. 12497916
Sony TV Rs. 12497916
Colors Rs. 12497916
Star Tv Rs. 12497916
Zee Tv Rs. 12497916
Total Rs. 149975000
 CONTD..
Print media Budget alloted

Times Of India Rs. 12497916.66

Hindustan times Rs. 12497916.66

Dainik jagaran Rs. 12497916.66

Amar ujala Rs. 12497916.66

Lokmat Rs. 624895.83

Maharashtra times Rs. 12497916.66

Pudhari Rs. 12497916.66

Total Rs. 2499583.33

 CONTD..

Internet Budget allotted

Facebook Rs. 6248958.33

Orkut Rs. 6248958.33

Twitter Rs. 6248958.33

Yahoo Rs. 6248958.33

Rediff Rs. 6248958.33

MSN Rs. 6248958.33

Total Rs. 37493750

CONTD..

Radio Amount alloted

Radio City 91.10 Rs. 3749375
Radio Mantra 91.90 Rs. 3749375
Big 92.7 Rs. 3749375
Red FM 93.5 Rs. 3749375
Radio One 94.30 Rs. 3749375
Radio Mirchi 98.30 Rs. 3749375
Rainbow 100.00 Rs. 3749375
Fever 104.00 Rs. 3749375
Gold 107.00 Rs. 3749375
Tomato 94.3 Rs. 3749375
Total Rs. 37493750
CONTD..

Others No. Amount allotted

Broachers 40000000 Rs. 2500000
Theaters 20 Rs. 1300000
Sponsorship Rs. 3000000
Total Rs. 6800000

Total marketing budget of TATA Sky + is Rs. 306750000

CONTD..

 Break even analysis

 B.E.P.=Total expenses/Revenue per customer
 B.E.P.= 306750000/6124 = 50090
CONTD..
 R.O.I (Return on investment )=
(Total revenue – Total expenses)*100/ Total revenue
(2999500000 – 306750000)*100/2999500000
=89.77 %
Approx. 90 %

R.O.I. = 90 %
THANK YOU