INTRODUCTION OF PRODUCT

Tata Sky is a DTH satellite television provider in India, using MPEG-2 digital compression technology,
transmitting using INSAT 4A. It is a joint venture between the Tata Group, that owns 80% and STAR TV that owns a 20% stake. Tata Sky was incorporated in 2004 but was launched only in 2006. It currently offers close to 140 channels and some interactive ones. The company uses the Sky brand owned by British

Sky Broadcasting Tata Sky aims to revolutionise Indian entertainment by offering superior DVD quality
picture and CD quality sound.

VISION:Connecting every television home Empowering every television viewer

Revolutionising home entertainment

Company Information:-

Tata Sky has selected Sun Microsystems to provide world-class technology infrastructure, which helps the company to deliver high-level service standards for its satellite television service.

Tata Sky has partnered with Thomson and Humax, world leaders in digital broadcast technology for building top-of-the line digicomps, customised specifically for the Indian markets.

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.

Tata Sky signs Aamir Khan as a Brand Ambassador:

Tata Sky Ltd., the JV between the TATA Group and STAR,hassigned Aamir Khan, one of Indias highly acclaimed actors, as a brand ambassador.

Aamir Khan will feature across all Tata Sky brand and product
communication including advertisements on TV, Print, Outdoor, Radio and other mediums.

Tata Sky has also been recognized as an innovator in the Indian pay television industry.

The company was also the first to offer interactive services for every member of a family -- ranging from education, cooking, quizzing, and

sports to 24x7 darshan of leading temples of the country.

Tata Sky Ltd., the JV between the TATA Group and STAR, announced that it has crossed the two million connections. Tata Sky remains the fastestgrowing pay-TV provider in the nation since its launch in 2006, having added two million mark in just 20 months.

Tata Sky announces ground-breaking price of Rs 1,499 for hardware, almost 50% cut down. Tata Sky Ltd., the JV between the TATA Group and STAR, announced the launch of the Programming Guide in Hindi. Tata Sky has been the first DTH company across the globe to launch interactive services such as matrimony based classifieds, education services, cooking recipes on-demand and 24x7 darshan on TV. Now, with the launch of the Programming Guide in Hindi, the company has achieved yet another global first. With the new Programming Guide, Tata Sky subscribers can choose to view and navigate the 4-day TV listings in English or Hindi, at the press of a button.

PRODUCT VARIETY:
The tata sky is available with a minidish along with a digicomp. There are various channel packages available for the customers to subscribe according to their desires and needs.

PRICE:
The set of Tata Sky digicomp and minididish are currently priced at Rs.1499 and Rs.1000 is additionally charged as installation expenses. Special 50% discount is on installation and subscription and 5 months subscription is given for free.

DEMAND:
There are around 85 million households in India having television from which 33% of the television viewers are having DTH connections. That means 62 million television viewers are deprieved of DTH connection. Thus the demand for Tata Sky is on a rising trend but amidst a lot of competition.

The Tata Sky has an irregular demand as its demand to some extent relies upon some TV. reality show or sporting event like cricket world cup. The demand may also face a negative trend at the time of school exams and other such happenings which may hamper the consumers concentration in work.

TARGETING:
The Tata Sky follows selective segmentation of market where it targets many needs of a particular customer group.

SELECTIVE SEGMENTATION M1 M2
P 1 P 2 P 3

M3