A report submitted in the partial fulfillment of the requirements of the PGDM program

Academic Year 2011-13

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA

BYNAME VARUN SAHNI

ROLL NO 12071

ACKNOWLEDGEMENTINTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 1

The beatitude bliss and euphoria that accompany the successful completion of any task would not be complete without the expression of appreciation of simple virtues to the people who made it possible

It is my great pleasure in taking this opportunity to express our sincere thanks and deep sense of gratitude towards our honorable and respected Company guide Mr Narendra Rawal (Team Leader) Mr Sundeep Salvi (Area Sales Manager) and Mr Porus (Territory Sales Manager) who has given us valuable guidance constructive criticism kind advice and constant encouragement to learn important concepts of concrete industry and for providing me this project work

The final project report is submitted to International School of Business amp Media for partial fulfillment of Post Graduate Diploma in Business Management (PGDBM)

I would like to thank all my colleagues and also my batch mates whose encouragement and ideas enriched my project

Varun Sahni

12071

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 2

TABLE OF CONTENTS

Serial No Subject Page No

1 Introduction 42 Company profile 63 Dth Market scenario in india 84 Product and service 10

Benefits 12 Interactive service 13 Tata sky HD+ vs Dish Tru HD 16

5 Distribution network 206 Brand 21

Positioning 21 Factors 21 Brand management 22

7 Theoretical background of the topic B2C marketing 24 Direct selling 25 Importance 26

8 Methods Person to person 27 Direct selling 27 Online selling 28

9 Objective of the study 3010 Scope of project

Direct sale (1st month) 33 Unconventional method (2nd month) 34

11 Limitation of project 3412 Observation and conclusion 3513 Recommendations 3614 Bibliography and Refrences 38

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 3

INTRODUCTION

DTH television service or Direct to Home television service is also called as direct broadcast satellite service It has been noticed there are a number of advantages in DTH television service when compared with the regular cable television operation The first and the most important advantage of DTH television service is that we would not be dependent on the cable operator or anybody else We can just relax at home and watch any channel we like at any point of time The picture quality and its resolution are also fantastic in DTH television service The main reason for this is that the signals are directly received by the dish at our home from the satellites and are not distorted by any means On the other hand high-class picture quality cannot be expected from regular cable signals as the signals have to travel a long distance from the cable operatorrsquos center of operation and by the time it reaches the television the resolution would have been reducedThough subscribing for DTH television service might be little expensive than the cable television service it should be said that it is worth the money As the main purpose of having satellite channels connection at home is to spend some relaxed time it would be frustrating if the picture quality is not good and the television screen appears grainy Another advantage of DTH television service is that you would be able to subscribe only for those channels that you would like to watch In addition many DTH television service providers offer a variety of other interactive services like cookery shows news stock market information and many other services These are definitely useful features of DTH television service as these features cannot be expected from cable televisionsDue to the increased competition in the DTH television service sector it has been noticed that each service provider is offering more discounts that are of great advantage to the customers Now they have more options to subscribe for any DTH television service they like and the one that offers more discounts and added features

Another important factor that supports DTH television service is the reduced amount of service breakdowns With DTH television service signal reception would be clear and without breakdown However this cannot be expected from cable television operation as breakdowns are something very common here Even a power cut off at the cable television operatorrsquos location would affect the service and the customers would be able to view any channelsINTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 4

The beatitude bliss and euphoria that accompany the successful completion of any task would not be complete without the expression of appreciation of simple virtues to the people who made it possible

It is my great pleasure in taking this opportunity to express our sincere thanks and deep sense of gratitude towards our honorable and respected Company guide Mr Narendra Rawal (Team Leader) Mr Sundeep Salvi (Area Sales Manager) and Mr Porus (Territory Sales Manager) who has given us valuable guidance constructive criticism kind advice and constant encouragement to learn important concepts of concrete industry and for providing me this project work

The final project report is submitted to International School of Business amp Media for partial fulfillment of Post Graduate Diploma in Business Management (PGDBM)

I would like to thank all my colleagues and also my batch mates whose encouragement and ideas enriched my project

Varun Sahni

12071

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 2

TABLE OF CONTENTS

Serial No Subject Page No

1 Introduction 42 Company profile 63 Dth Market scenario in india 84 Product and service 10

Benefits 12 Interactive service 13 Tata sky HD+ vs Dish Tru HD 16

5 Distribution network 206 Brand 21

Positioning 21 Factors 21 Brand management 22

7 Theoretical background of the topic B2C marketing 24 Direct selling 25 Importance 26

8 Methods Person to person 27 Direct selling 27 Online selling 28

9 Objective of the study 3010 Scope of project

Direct sale (1st month) 33 Unconventional method (2nd month) 34

11 Limitation of project 3412 Observation and conclusion 3513 Recommendations 3614 Bibliography and Refrences 38

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 3

INTRODUCTION

DTH television service or Direct to Home television service is also called as direct broadcast satellite service It has been noticed there are a number of advantages in DTH television service when compared with the regular cable television operation The first and the most important advantage of DTH television service is that we would not be dependent on the cable operator or anybody else We can just relax at home and watch any channel we like at any point of time The picture quality and its resolution are also fantastic in DTH television service The main reason for this is that the signals are directly received by the dish at our home from the satellites and are not distorted by any means On the other hand high-class picture quality cannot be expected from regular cable signals as the signals have to travel a long distance from the cable operatorrsquos center of operation and by the time it reaches the television the resolution would have been reducedThough subscribing for DTH television service might be little expensive than the cable television service it should be said that it is worth the money As the main purpose of having satellite channels connection at home is to spend some relaxed time it would be frustrating if the picture quality is not good and the television screen appears grainy Another advantage of DTH television service is that you would be able to subscribe only for those channels that you would like to watch In addition many DTH television service providers offer a variety of other interactive services like cookery shows news stock market information and many other services These are definitely useful features of DTH television service as these features cannot be expected from cable televisionsDue to the increased competition in the DTH television service sector it has been noticed that each service provider is offering more discounts that are of great advantage to the customers Now they have more options to subscribe for any DTH television service they like and the one that offers more discounts and added features

Another important factor that supports DTH television service is the reduced amount of service breakdowns With DTH television service signal reception would be clear and without breakdown However this cannot be expected from cable television operation as breakdowns are something very common here Even a power cut off at the cable television operatorrsquos location would affect the service and the customers would be able to view any channelsINTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 4

TABLE OF CONTENTS

Serial No Subject Page No

1 Introduction 42 Company profile 63 Dth Market scenario in india 84 Product and service 10

Benefits 12 Interactive service 13 Tata sky HD+ vs Dish Tru HD 16

5 Distribution network 206 Brand 21

Positioning 21 Factors 21 Brand management 22

7 Theoretical background of the topic B2C marketing 24 Direct selling 25 Importance 26

8 Methods Person to person 27 Direct selling 27 Online selling 28

9 Objective of the study 3010 Scope of project

Direct sale (1st month) 33 Unconventional method (2nd month) 34

11 Limitation of project 3412 Observation and conclusion 3513 Recommendations 3614 Bibliography and Refrences 38

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 3

INTRODUCTION

DTH television service or Direct to Home television service is also called as direct broadcast satellite service It has been noticed there are a number of advantages in DTH television service when compared with the regular cable television operation The first and the most important advantage of DTH television service is that we would not be dependent on the cable operator or anybody else We can just relax at home and watch any channel we like at any point of time The picture quality and its resolution are also fantastic in DTH television service The main reason for this is that the signals are directly received by the dish at our home from the satellites and are not distorted by any means On the other hand high-class picture quality cannot be expected from regular cable signals as the signals have to travel a long distance from the cable operatorrsquos center of operation and by the time it reaches the television the resolution would have been reducedThough subscribing for DTH television service might be little expensive than the cable television service it should be said that it is worth the money As the main purpose of having satellite channels connection at home is to spend some relaxed time it would be frustrating if the picture quality is not good and the television screen appears grainy Another advantage of DTH television service is that you would be able to subscribe only for those channels that you would like to watch In addition many DTH television service providers offer a variety of other interactive services like cookery shows news stock market information and many other services These are definitely useful features of DTH television service as these features cannot be expected from cable televisionsDue to the increased competition in the DTH television service sector it has been noticed that each service provider is offering more discounts that are of great advantage to the customers Now they have more options to subscribe for any DTH television service they like and the one that offers more discounts and added features

Another important factor that supports DTH television service is the reduced amount of service breakdowns With DTH television service signal reception would be clear and without breakdown However this cannot be expected from cable television operation as breakdowns are something very common here Even a power cut off at the cable television operatorrsquos location would affect the service and the customers would be able to view any channelsINTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 4

INTRODUCTION

DTH television service or Direct to Home television service is also called as direct broadcast satellite service It has been noticed there are a number of advantages in DTH television service when compared with the regular cable television operation The first and the most important advantage of DTH television service is that we would not be dependent on the cable operator or anybody else We can just relax at home and watch any channel we like at any point of time The picture quality and its resolution are also fantastic in DTH television service The main reason for this is that the signals are directly received by the dish at our home from the satellites and are not distorted by any means On the other hand high-class picture quality cannot be expected from regular cable signals as the signals have to travel a long distance from the cable operatorrsquos center of operation and by the time it reaches the television the resolution would have been reducedThough subscribing for DTH television service might be little expensive than the cable television service it should be said that it is worth the money As the main purpose of having satellite channels connection at home is to spend some relaxed time it would be frustrating if the picture quality is not good and the television screen appears grainy Another advantage of DTH television service is that you would be able to subscribe only for those channels that you would like to watch In addition many DTH television service providers offer a variety of other interactive services like cookery shows news stock market information and many other services These are definitely useful features of DTH television service as these features cannot be expected from cable televisionsDue to the increased competition in the DTH television service sector it has been noticed that each service provider is offering more discounts that are of great advantage to the customers Now they have more options to subscribe for any DTH television service they like and the one that offers more discounts and added features

Another important factor that supports DTH television service is the reduced amount of service breakdowns With DTH television service signal reception would be clear and without breakdown However this cannot be expected from cable television operation as breakdowns are something very common here Even a power cut off at the cable television operatorrsquos location would affect the service and the customers would be able to view any channelsINTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 4

Other premium services like movies on request are available with DTH television service through which customers can even subscribe for movies they like This feature offers movies for a very limited price that would work out to be much cheaper than watching the same movie in a cinema hall This feature would help you and your family to watch recent popular movies by staying at home There are no chances of comparing this feature with the quality of cable television service as they do not offer this service at all

The CAS Bill (conditional access system)

In the new system Indian broadcasting companies will decide which channels would be non-pay (free-to-air) and which would be pay The viewer will now be able to select the pay channels he wishes to watch and pay for only these Each broadcasting channel will determine the rates for buying the channel Currently there is no segregation and subscribers pay a blanket rate for the entire service There will soon be two levels of segregation The first will be a broad differential according to lower middle and upper classes of society across cable households The second differential will be amongst pay channels like premium channels which will include focused news entertainment sports music channels and niche channels like nature health and fashion The idea of CAS was mooted in 2001 which was followed by a furor over charge hikes by channels and subsequently cable operators It was decided that it would be first introduced in the four metros It has been in place in Chennai since September 2003 According to estimates only 25 per cent of the people have subscribed the new technology The rest watch only free-to-air channels The inhibiting factor is the cost of the STB

The Government of India provided 30th June 2012 as the last date for having the connection of set top box at their houses in four metropolitan cities which are Mumbai Kolkata Delhi and Chennai The company provided me with Direct sales profile to capture the maximum market by selling their products which any how was easy to achieve as the products of DTH services were compulsory for the customers to buy as soon as possible

COMPANY PROFILEINTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 5

Tata sky is a joint venture between Tata Group that owns 60 and Star group that owns a 30 stake Tata Group is Indiarsquos one of the largest and most respected business conglomerates It has tied up with STAR which is a leading media and entertainment company in Asia STARrsquos parent company News Corporation owns an international group of DTH businesses that include BSKyB in UK SKY Italia in Italy and Foxtel in Australia So ton carter the best digital experience and make entertainment more exciting for the Indian TV viewers here comes TATA SKY

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 of HD channels offered by Tata Sky (as Tata Sky-HD) and interactive services alsoIn March 2010 Sun Microsystems partnered with Tata Sky to provide IT Infrastructure solutions and support for the launch of the companys direct-to-home (DTH) television The company uses the Sky brand owned by British Sky Broadcasting

In October 2008 Tata Sky announced launching of DVR service Tata Sky+ which allowed 90 hours of recording in a 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+ knows as TATA Sky+ HD

In 2008 Singapore-based Temasek Holdings picked up 10 stake in Tata Sky from the Tata Group This has diluted Tatas stake in the venture to 75

ISO 27001 2005 accreditation

In March 2009 Tata Sky became the first Indian direct-to-home (DTH) service provider to be awarded the ISO 270012005 accreditation the benchmark for information security ISO 270012005 is an international standard that provides specifications and guidance for the establishment and proper maintenance of an

Information Security Management System (ISMS) The assessment for the certification was conducted by Intertek Systems Certification the management

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 6

systems business unit of Intertek Group This certification confirms that every transaction carried out through Tata Skyrsquos IT systems are highly secure

Super brand 2009ndash2010

Tata Sky was selected as a SUPER BRAND for the year 2009-2010 by an independent and voluntary council of experts known as Superbrands Council It is the only Indian DTH to have won this distinction

Service Network

It is using 3000 service engineers in call centers to provide the good service for their customers TATA SKY takes direct responsibility to provide its vouchers hardware through popular consumer electronic stores to enhance customer convenience TATA SKY offers all popular television channels with local language channels according the demand

Vision of Tata Sky

The vision of Tata Sky is connecting every Television home empowering every television viewer and revolutionizing home entertainment

Target Customers

ldquoIskolagadala to life jingalalardquo was the tag line or Brand Mantra of TATA SKY from 2008 to 2010Now it has changed to ldquoAb channel package wohi lo jopasand hordquo which is being promote by Actor Amir Khan

This brand function on principle that consumer satisfaction is must if there is consumer satisfaction then there will be overall growth of business

considering this mantra they are ldquofocusing on youth marketrdquoby means of co branding like gamesmusicetc

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 7

Various services provided by TATA Sky include Active Services Active Cooking Active Stories Active Newsroom Active WizKids Active Sports Active Learning Active Games Active Astrology ActiveDarshan Parental Control Search and Scan Banner Guide (including Hindi Display) Customer Service- 24 x 7 help Support in 11 languages

Current DTH Market Scenario in India

Since its commercial launch in 2003 DTH has remained upbeat without any signs of slowing down Despite recession the DTH market in India has been highly dynamic with a lot of investments made over the past several months According to Tony Dsilva chief operating officer of Sun Direct the growth is surpassing all the calculations and forecasts and proving the trade pundits wrong The services are received well by the customers because of its mass customization appeal he saidDTH service in India has surpassed 12 million customers with the number tripling in 2008 over the previous year According to new research from RN COS 1 Indian DTH Market Forecast to 2012 the industry is expected to add nearly 500000 subscribers per month during 2009 with the number of DTH subscribers forecasted to grow at a CAGR of around 30 percent during 2009-2012 With over 130 million TV homes India offers large room for growth in DTH services as the technology can be used to offer DTH services in remote locations where setting up of cable networks seems impossible or is highly expensive say researchers at RN COS It is forecasted that DTH will capture over 21 percent of TV homes in India by 2012 up from around 10 percent nowCurrently the market is ruled by five key players Dish TV Essel Group Tata Sky Sun Direct Reliance Big TV Airtel Digital and Videocon D2H Dish TV and Sun Direct account for a major share of the current DTH market in India According to Dish TV officials the company holds a more than 40 percent share of the market

with over 56 million subscribers

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 8

Sun Direct currently carries about 48 million customers Sun TV plans to increase it to 55 million-6 million subscribers by the end of the current fiscal year Other key players such as TATA Sky Big TV and Airtel DTH are far behind their rivals

Key Trends

High -Definition Services

Technology has no limits With a large number of options available to view channels across the world on the new highend television sets now the focus will be to add quality to TV viewing High-definition is the latest mantra in TV entertainment DTH providers have started offering HD services in India Recently Sun TV launched the first HD DTH service in India Samsung Electronics telecommunications systems division manufactures the HD set top boxes for Sun Direct Sun TV is expecting to add over 45000 subscribers to this service by March 2010 According to company officials the average annual cost to a subscriber at present stands at around Rs2500

EMPLOYEE STRENGTH AND TURNOVER

Tata Sky is a Private Sector Organization that offers services in Media Entertainment with Annual Total Turnover of 10-100 Crores and with Employee

Strength of 501-1000

LOCATIONS

Tata Sky head office is located at Worli in Mumbai The other offices are in Andheri (west) Borivali (east) and etc

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 9

PRODUCTS AND SERVICE

There are 3 different types of setup box provided by the company for the customers Customers can choose there setup box as per there need of the family and accordingly to there financial states allowed Also the customers can select their channel package from the lowest to upper package of their choices that they needed to see on their television set so keeping on that mind the company also offer the customer Make My Pack in which the customer can pick their channel that they wanted to see on their television set in that the customers only has to pay for that channel only

CHOOSE YOUR BOX

1) Standard box- Tata Sky is a basic set-top-box offering DVD quality picture and CD quality sound along with new age interactive services

2) High definition box- Tata Sky HD was launched on June 14 2010 and has channels in their native resolution of 1080i or 720p The STB is compatible with 51 CH surround sound as well The service currently offers four HD channels - National Geographic Channel HD Discovery HD Showcase HD (Pay Per View) amp Star Plus HD More channels such as Star Movies HD and other popular sports channels in HD format are expected to be added soon

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 10

3) High definition + recording box- Tata Sky+ is a premium set-top box-cum-Personal Video Recorder or even known as DVR Digital Video Recorder that allows recording up to 130 hours of live TV recording one programmer while watching another pause fast-forward and rewind a live telecast and review a TV programme Also Tata Sky+ provides service using MPEG-4 digital compression technology

MULTI-TV CONNECTIONSConnect your 2nd 3rd 4th TV also to Tata Sky and enjoy quality viewing All the channels and services you get on your 1st connection will be available on your 2nd TV connection too For a monthly subscription of just INR 160 per month

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 11

Diagram showing how multitv connection work

BENEFITS OF TATASKY VIDEO ON DEMAND-Video on demand (VoD) is Tata Skyrsquos very own video library that offers you choices and convenience like never before

Catch Up TV ndash watch the last five dayrsquos episodes of your favourite shows with Catch Up TV service

Movies ndash Choose from an assortment of evergreen classics and contemporary bollywood movies from a library of almost 1000 digital quality titles across multiple genres and languages

Concerts ndash watch concerts of popular artists like U2 Killers Shania Twain and many more on demand

DIGITAL TV GUIDE-We ensures that you never miss your favorites TV programmes with our guide

By pressing the lsquoGuidersquo button on your remote you get

A 4-day listing of all TV programmes

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 12

Synopsis of every programme Ability to set reminders for up to 50 desired programmes You donrsquot have to go looking for your favourite channels as the channels

numbers always remain constant Audio level maintained are consistent across all the channels for better

viewer experience

EASY RECHARGE-Tata Sky offers a host of easy recharge options Simply walk to any of the 5000+ recharge outlets in Mumbai to recharge your Tata Sky either through a paper or electronic vouchers Alternatively you can also recharge using any of the below mentions medium

Helpline Online Mobile Auto Debit Cheque Payment

Presenting Tata Skyrsquos interactive services Active Music- your music uninterrupted Active English- Enhance your English conversation skills Active Mall- download the latest ringtone Active wizikids- Make your child a genius Active Darshan- Get 24X7 darshan of the following Temples Sai Baba

Mumbai Siddhivinayak Iskon and Vishwanath Active learning- Take daily qizzes covering a range of subjects on your

television Active Stories- Ejoy your favourite story books on television Active Games- Enter the next level of TV games Active Cooking- learn cooking from the master chefs Show Case- Your private multiplex at home

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 13

ACTIVE MUSIC-Active music is a vast library of songs covering a wide range of genres

Hindi hot hits (latest songs) Dance hits (best dance track from 2006 to 2012) Bhakti sagar (devotional songs and aartis) English classics (best songs from 1960 to 2000) English hits (best songs from 2009 to 2011) Marathi Punjabi Gujarati Bengali

One channel dedicated to each genre which assures you non-stop and ad-free music all through the day Select and enjoy up to 4000 full length songs every month

ACTIVE WIZKIDS-Make your child through various fun activities where the child can now learn while having fun

Stories from Ramayana and Mahabharata Science experiments that can be conducted at home Fun art and craft projects Learning games Nursery rhymes in English and vernacular languages Magic Tricks Games featuring cartoon characters from Disney Pogo and Cartoon

Network Quizzes

Every content is refreshed daily and available on-demand

ACTIVE ENGLISH

Enhance your English conversational skills by improving your vocabulary pronunciation spellings and conversational English in day to day situations like PTA meetings malls banks etc

Improve your vocabulary and pronunciation with over 650 words every month

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 14

Practice your spellings through interactive games with 300 new words every month

Interactive episodes explaining how o converse in a particular situation

Revise lessons for the entire weeks in weekends The medium of instruction for this service is hindi Content for this application is provided by British Council

ACTIVE GAMES-Play exciting games on you TV using your Tata Sky remote Get upto to 15 games every month on sports racing action adventure and more

ACTIVE COOKING-Learn cooking recipes from master chefs Tarla Dalal and Sanjeev Kapoor Also watch and learn through video recipes in English Hindi Marathi Gujarati and Kannada Get over 200 recipes from Tiffin Treats Oriental Flavors Cakes and Bakes Mango Mazaa Curries and Sabzi Indian Desserts All this on demand at the press of button

ACTIVE DARSHAN-Get 24x7 live darshan and aarti everyday from

Shirdi Sai Baba Mumbairsquos SiddhiVinayak ISKCON juhu Kashi Vishwanath

Also watch Sri Venkateshwara Bhakti channel as part of the service

SHOWCASE-With showcase enjoy the latest Hollywood and Bollywood blockbusters from the comfort of your home Showcase titles can be ordered once and enjoyed multiple times through the day

Highlights-

Hollywoods and Bollywoods blockbusters right at home Movies in original prints Only a single ad-break Convenient show times

Viewer can watch all shows of the movie booked for that day

WITH TATA SKY +HD

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 15

Enhanced viewing experience with 169 Aspect Ratio Superior sound clarity with 71 Dolby Digital Plus Sound 5 Times sharper picture clarity with 1080i resolution Record all your favourite programmes with 500 GB Hard Disk Video On Demand library with around 1000 titles consisting of movies TV

shows Concerts etc Record the content of one channel while watching another Watch 3D content as and when it is available on Tata Sky platform Pause + record + rewind Live TV Save power with Auto Standby option Set recordings from mobile and internet Record all episode of your favourite show with Series Link

TATA SKY +HD VS DISH TRU HD

Feature Tata Sky +HD

Dish Tru HD

Pause Record Rewind and Fast Forward radic radicWatch one and Record another channel radic XRecord two channels simultaneously and playback an old recording

radic X

Record Sd and HD content radic radicRemote with DVR functionality comes with the box radic X

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 16

Video on Demand Functionality radic XMedia storage optimized HDD radic X500 GB disk drive Free Approx

4000 additional

WITH TATA SKY YOU ALWAYS DESERVE A LITTLE EXTRA

Not only do we give you the ultimate entertainment experience we also give you a lot of convenience with a few thoughtful touches

Make My Pack ndash With this service you can choose all your favourite channels and create your own pack You can also add channels on an a-la-carte basis to your existing pack as per your choice

12 Months All Inclusive Warranty ndash Your Tata Sky digital box comes with a 12 months all inclusive warranty In this period any issue or complaint with the box will be resolved or the box will be replaced free of cost

Relocation Service ndash if you shift home anywhere in the country simply carry your set top box to the new location Tata Sky installer will visit your new home and install the set top box for you

24x7 customer care ndash in case of any query or complaint you can get in touch with Tata Skyrsquos 24x7 Helpline which is supported in 13 languages

Parental control ndash This features ensures that children watch only suitable programmes It allows you to lock movies based on the rating provided by the channel or even lock the entire channel

Setting Favourite ndash you can select up to 50 channels and position them in order of your preference Pressing the lsquofavrsquo button on the Tata Sky remote allows you to directly go to any of the selected channels

Home ndash Pressing the lsquohomersquo button on the Tata Sky remote keeps you update on everything that Tata Sky has to offer ndash be it new channels service packages

promotion You also get to see your Tata sky account balance and due date INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 17

Brand ambassador

The brand ambassador of TATA SKY is Mr Amir Khan

MARKET SHARE

31

26

23

57

8

DISH TVTATA SKYSUN DTHBIG TVAIRTEL

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 18

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 19

TATA SKY distribution channel-The TATA SKY distribution channel flow from the manufacturing plant by the medium of logistics commercial to the consumer premises or distributor then through distributor to the dealer or to the customer premises

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 20

BRAND

BRAND POSITIONING AND VALUES

POSITIONINGTata Sky is the DTH service provider with the best customer service to ensure no family will ever miss a minute of entertainment and relaxation with loved ones They have positioned the product with the best pricing offered by the competitors in market Moreover they do offer different kind of packages according to the suitability of consumer For example if a person is from south side he will be talking south economy pack which gives channel up to 65 They offer economy pack which gives 74 channel supreme pack give economy pack + music channel Hence they are also positioning its product according to suitability and money of consumerNow Tata Sky has a quarter of the 20 million DTH customers in the country

BRAND MANTRA USED BY COMPANY

ldquoIskolagadala toe life jingalalardquo

This brand function on principle that consumer satisfaction is must if there is consumer satisfaction then there will be overall growth of business considering this mantra they are focusing on youth market by means of co branding like games musicsetc

Factors they primarily focus on

PhysiqueAccess to entertainment World class technology from 1113089SKY1113089 Light weight box

Personality Tata sky completely focuses on Fun and young generation and subsequently enhances trustworthyness

Relationship Making life Jhingalala1113089(complete and fun)Developing Reliability

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 21

Simplicity

Trustworthy Trust and Innovation is the key mantra of Tata sky Having family orientedconcept

Self imageIt is presumed that Tata sky technologies are up-to-date so as a consumereverybody like the updated technologies

BRAND MANAGEMENT OF TATA SKY

REVOLUNISE TELEVISION VIEWINGTATA SKY is offering a variety of channels ranging from entertainment sports movies music news documentation in DVD player and CD quality sound

EXTENSIVE CUSTOMER SERVICE NETWORKIt is using 3000 service engineers in call centers to provide the good service for their customers TATA SKY takes direct responsibility to provide its vouchers hardware through popular consumer electronic stores to enhance customer convenience

OFFERINGTATA SKY offers all popular television channels with local language channels according tothe demand

PARTNERSIt has so many valuable partners for ex TCS THOMSON AND HUMAX world leaders in digital broadcast technology SUN MICROSYSTEMS NDS(leading provider of technology for pay television) etc

INCEPTION AND HERITAGETATA SKY is joint venture between the TATA group and STAR So its providing good experience to its customer through its satellite TV service

TATA BRANDTATA Group is one of Indiarsquos largest and most respected business

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 22

group Itcomprises operating companies in seven business sector Information systems and communications engineering materials services energy consumer products and chemicals

SKY BRANDThe SKY brand owned by the UK based British SKY broad casting group brings to TATA SKY the reputation of more than 20 years experience of satellite broadcasting SKY is well known for the innovative products and services launched by B SKY It is also true that any operator has to acquire 5 to 6 million subscribers who should each pay Rs 300 a month to break even and Tata Sky is about to do that in order to have a remarkable market share in this DTH

Competitive Brands under ConsiderationBasically there are four major players in this DTH service industry These are (1) Tata Sky(2) Dish TV(3) Videocon D2H(4) Reliance Big TV

COMPETITION

7

24

51

18

SUNDISH TVDDTATA SKY

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 23

THEORETICAL BACKGROUND OF THE TOPIC

What is marketing

Marketing is about identifying and meeting human amp social needs one of the shortest good definition of marketing is ldquomeeting needs profitablyrdquo

The American Marketing Association offers the following formal definitionldquoMarketing is an organizational function and a set of processes for creating communicating amp delivering value to customers and for managing customer relationships in ways that benefit the organization and its stake holdersCoping with these exchange processes calls for a considerable amount of work and skillHence ldquomarketing management is the art amp science of choosing target markets and keeping getting amp growing customers through creating delivering and communicating superior customer valuerdquo

Business to customer marketingB2C is an abbreviated term for business to consumer marketing Business to consumer marketing is when a business markets products to a consumer market A consumer is a buyer of products that are not business related B2C products include goods and services such as food clothes cars houses phone services credit repair services etc

What Is Distinctive About B2C Marketing

B2C marketing is considered unique for the simple reason that the industry is able to strike geographical barriers and achieve worldwide audience In addition businesses are able to get to the client base straightforwardly and slash intermediary distributors when the product needs to be distributed using long-established ways B2C marketing also permits companies to cut costs

B2C marketing permits most businesses liberty and autonomy The result is that

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 24

even an undersized home based enterprise is given the chance to go up against

bigger retailers This can be achieved for the reason that the costs implicated in online B2C marketing is not as much as in conventional marketing

Lets say you a small retailer and youre promoting computers using the Internet Because you are a small fish in a big pond it is exceptionally hard for you to establish a marketplace in a conventional way In case you are wondering why well the reason is that you are competing with deep pocket big brand companies They run hundreds if not thousands of ads online in newspapers radio or TV But dont get too sad yet Here comes B2C marketing to your rescue B2C marketing provides each seller a superior chance to prove themselves in the marketplace Well more or less

Direct selling The marketing and selling of products directly to consumers away from a fixed retail location Peddling is the oldest form of direct selling Modern direct selling includes sales made through the party plan one-on-one demonstrations and other personal contact arrangements as well as internet sales The definition is The direct personal presentation demonstration and sale of products and services to consumers usually in their homes or at their jobsrdquo

According to the WFDSA consumers benefit from direct selling because of the convenience and service it provides including personal demonstration and explanation of products home delivery and generous satisfaction guarantees[5] In contrast to franchising the cost for an individual to start an independent direct selling business is typically very low with little or no required inventory or other cash commitments to begin

Direct selling is distinct from direct marketing because it is about individual sales agents reaching and dealing directly with clients Direct marketing is about business organizations seeking a relationship with their customers without going through an agentconsultant or retail outlet Direct selling often but not always uses multi-level marketing (salesperson is paid for selling and for sales made by

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 25

Tata sky is a joint venture between Tata Group that owns 60 and Star group that owns a 30 stake Tata Group is Indiarsquos one of the largest and most respected business conglomerates It has tied up with STAR which is a leading media and entertainment company in Asia STARrsquos parent company News Corporation owns an international group of DTH businesses that include BSKyB in UK SKY Italia in Italy and Foxtel in Australia So ton carter the best digital experience and make entertainment more exciting for the Indian TV viewers here comes TATA SKY

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 of HD channels offered by Tata Sky (as Tata Sky-HD) and interactive services alsoIn March 2010 Sun Microsystems partnered with Tata Sky to provide IT Infrastructure solutions and support for the launch of the companys direct-to-home (DTH) television The company uses the Sky brand owned by British Sky Broadcasting

In October 2008 Tata Sky announced launching of DVR service Tata Sky+ which allowed 90 hours of recording in a 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+ knows as TATA Sky+ HD

In 2008 Singapore-based Temasek Holdings picked up 10 stake in Tata Sky from the Tata Group This has diluted Tatas stake in the venture to 75

ISO 27001 2005 accreditation

In March 2009 Tata Sky became the first Indian direct-to-home (DTH) service provider to be awarded the ISO 270012005 accreditation the benchmark for information security ISO 270012005 is an international standard that provides specifications and guidance for the establishment and proper maintenance of an

Information Security Management System (ISMS) The assessment for the certification was conducted by Intertek Systems Certification the management

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 6

systems business unit of Intertek Group This certification confirms that every transaction carried out through Tata Skyrsquos IT systems are highly secure

Super brand 2009ndash2010

Tata Sky was selected as a SUPER BRAND for the year 2009-2010 by an independent and voluntary council of experts known as Superbrands Council It is the only Indian DTH to have won this distinction

Service Network

It is using 3000 service engineers in call centers to provide the good service for their customers TATA SKY takes direct responsibility to provide its vouchers hardware through popular consumer electronic stores to enhance customer convenience TATA SKY offers all popular television channels with local language channels according the demand

Vision of Tata Sky

The vision of Tata Sky is connecting every Television home empowering every television viewer and revolutionizing home entertainment

Target Customers

ldquoIskolagadala to life jingalalardquo was the tag line or Brand Mantra of TATA SKY from 2008 to 2010Now it has changed to ldquoAb channel package wohi lo jopasand hordquo which is being promote by Actor Amir Khan

This brand function on principle that consumer satisfaction is must if there is consumer satisfaction then there will be overall growth of business

considering this mantra they are ldquofocusing on youth marketrdquoby means of co branding like gamesmusicetc

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 7

Various services provided by TATA Sky include Active Services Active Cooking Active Stories Active Newsroom Active WizKids Active Sports Active Learning Active Games Active Astrology ActiveDarshan Parental Control Search and Scan Banner Guide (including Hindi Display) Customer Service- 24 x 7 help Support in 11 languages

Current DTH Market Scenario in India

Since its commercial launch in 2003 DTH has remained upbeat without any signs of slowing down Despite recession the DTH market in India has been highly dynamic with a lot of investments made over the past several months According to Tony Dsilva chief operating officer of Sun Direct the growth is surpassing all the calculations and forecasts and proving the trade pundits wrong The services are received well by the customers because of its mass customization appeal he saidDTH service in India has surpassed 12 million customers with the number tripling in 2008 over the previous year According to new research from RN COS 1 Indian DTH Market Forecast to 2012 the industry is expected to add nearly 500000 subscribers per month during 2009 with the number of DTH subscribers forecasted to grow at a CAGR of around 30 percent during 2009-2012 With over 130 million TV homes India offers large room for growth in DTH services as the technology can be used to offer DTH services in remote locations where setting up of cable networks seems impossible or is highly expensive say researchers at RN COS It is forecasted that DTH will capture over 21 percent of TV homes in India by 2012 up from around 10 percent nowCurrently the market is ruled by five key players Dish TV Essel Group Tata Sky Sun Direct Reliance Big TV Airtel Digital and Videocon D2H Dish TV and Sun Direct account for a major share of the current DTH market in India According to Dish TV officials the company holds a more than 40 percent share of the market

with over 56 million subscribers

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 8

Sun Direct currently carries about 48 million customers Sun TV plans to increase it to 55 million-6 million subscribers by the end of the current fiscal year Other key players such as TATA Sky Big TV and Airtel DTH are far behind their rivals

Key Trends

High -Definition Services

Technology has no limits With a large number of options available to view channels across the world on the new highend television sets now the focus will be to add quality to TV viewing High-definition is the latest mantra in TV entertainment DTH providers have started offering HD services in India Recently Sun TV launched the first HD DTH service in India Samsung Electronics telecommunications systems division manufactures the HD set top boxes for Sun Direct Sun TV is expecting to add over 45000 subscribers to this service by March 2010 According to company officials the average annual cost to a subscriber at present stands at around Rs2500

EMPLOYEE STRENGTH AND TURNOVER

Tata Sky is a Private Sector Organization that offers services in Media Entertainment with Annual Total Turnover of 10-100 Crores and with Employee

Strength of 501-1000

LOCATIONS

Tata Sky head office is located at Worli in Mumbai The other offices are in Andheri (west) Borivali (east) and etc

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 9

PRODUCTS AND SERVICE

There are 3 different types of setup box provided by the company for the customers Customers can choose there setup box as per there need of the family and accordingly to there financial states allowed Also the customers can select their channel package from the lowest to upper package of their choices that they needed to see on their television set so keeping on that mind the company also offer the customer Make My Pack in which the customer can pick their channel that they wanted to see on their television set in that the customers only has to pay for that channel only

CHOOSE YOUR BOX

1) Standard box- Tata Sky is a basic set-top-box offering DVD quality picture and CD quality sound along with new age interactive services

2) High definition box- Tata Sky HD was launched on June 14 2010 and has channels in their native resolution of 1080i or 720p The STB is compatible with 51 CH surround sound as well The service currently offers four HD channels - National Geographic Channel HD Discovery HD Showcase HD (Pay Per View) amp Star Plus HD More channels such as Star Movies HD and other popular sports channels in HD format are expected to be added soon

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 10

3) High definition + recording box- Tata Sky+ is a premium set-top box-cum-Personal Video Recorder or even known as DVR Digital Video Recorder that allows recording up to 130 hours of live TV recording one programmer while watching another pause fast-forward and rewind a live telecast and review a TV programme Also Tata Sky+ provides service using MPEG-4 digital compression technology

MULTI-TV CONNECTIONSConnect your 2nd 3rd 4th TV also to Tata Sky and enjoy quality viewing All the channels and services you get on your 1st connection will be available on your 2nd TV connection too For a monthly subscription of just INR 160 per month

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 11

Diagram showing how multitv connection work

BENEFITS OF TATASKY VIDEO ON DEMAND-Video on demand (VoD) is Tata Skyrsquos very own video library that offers you choices and convenience like never before

Catch Up TV ndash watch the last five dayrsquos episodes of your favourite shows with Catch Up TV service

Movies ndash Choose from an assortment of evergreen classics and contemporary bollywood movies from a library of almost 1000 digital quality titles across multiple genres and languages

Concerts ndash watch concerts of popular artists like U2 Killers Shania Twain and many more on demand

DIGITAL TV GUIDE-We ensures that you never miss your favorites TV programmes with our guide

By pressing the lsquoGuidersquo button on your remote you get

A 4-day listing of all TV programmes

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 12

Synopsis of every programme Ability to set reminders for up to 50 desired programmes You donrsquot have to go looking for your favourite channels as the channels

numbers always remain constant Audio level maintained are consistent across all the channels for better

viewer experience

EASY RECHARGE-Tata Sky offers a host of easy recharge options Simply walk to any of the 5000+ recharge outlets in Mumbai to recharge your Tata Sky either through a paper or electronic vouchers Alternatively you can also recharge using any of the below mentions medium

Helpline Online Mobile Auto Debit Cheque Payment

Presenting Tata Skyrsquos interactive services Active Music- your music uninterrupted Active English- Enhance your English conversation skills Active Mall- download the latest ringtone Active wizikids- Make your child a genius Active Darshan- Get 24X7 darshan of the following Temples Sai Baba

Mumbai Siddhivinayak Iskon and Vishwanath Active learning- Take daily qizzes covering a range of subjects on your

television Active Stories- Ejoy your favourite story books on television Active Games- Enter the next level of TV games Active Cooking- learn cooking from the master chefs Show Case- Your private multiplex at home

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 13

ACTIVE MUSIC-Active music is a vast library of songs covering a wide range of genres

Hindi hot hits (latest songs) Dance hits (best dance track from 2006 to 2012) Bhakti sagar (devotional songs and aartis) English classics (best songs from 1960 to 2000) English hits (best songs from 2009 to 2011) Marathi Punjabi Gujarati Bengali

One channel dedicated to each genre which assures you non-stop and ad-free music all through the day Select and enjoy up to 4000 full length songs every month

ACTIVE WIZKIDS-Make your child through various fun activities where the child can now learn while having fun

Stories from Ramayana and Mahabharata Science experiments that can be conducted at home Fun art and craft projects Learning games Nursery rhymes in English and vernacular languages Magic Tricks Games featuring cartoon characters from Disney Pogo and Cartoon

Network Quizzes

Every content is refreshed daily and available on-demand

ACTIVE ENGLISH

Enhance your English conversational skills by improving your vocabulary pronunciation spellings and conversational English in day to day situations like PTA meetings malls banks etc

Improve your vocabulary and pronunciation with over 650 words every month

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 14

Practice your spellings through interactive games with 300 new words every month

Interactive episodes explaining how o converse in a particular situation

Revise lessons for the entire weeks in weekends The medium of instruction for this service is hindi Content for this application is provided by British Council

ACTIVE GAMES-Play exciting games on you TV using your Tata Sky remote Get upto to 15 games every month on sports racing action adventure and more

ACTIVE COOKING-Learn cooking recipes from master chefs Tarla Dalal and Sanjeev Kapoor Also watch and learn through video recipes in English Hindi Marathi Gujarati and Kannada Get over 200 recipes from Tiffin Treats Oriental Flavors Cakes and Bakes Mango Mazaa Curries and Sabzi Indian Desserts All this on demand at the press of button

ACTIVE DARSHAN-Get 24x7 live darshan and aarti everyday from

Shirdi Sai Baba Mumbairsquos SiddhiVinayak ISKCON juhu Kashi Vishwanath

Also watch Sri Venkateshwara Bhakti channel as part of the service

SHOWCASE-With showcase enjoy the latest Hollywood and Bollywood blockbusters from the comfort of your home Showcase titles can be ordered once and enjoyed multiple times through the day

Highlights-

Hollywoods and Bollywoods blockbusters right at home Movies in original prints Only a single ad-break Convenient show times

Viewer can watch all shows of the movie booked for that day

WITH TATA SKY +HD

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 15

Enhanced viewing experience with 169 Aspect Ratio Superior sound clarity with 71 Dolby Digital Plus Sound 5 Times sharper picture clarity with 1080i resolution Record all your favourite programmes with 500 GB Hard Disk Video On Demand library with around 1000 titles consisting of movies TV

shows Concerts etc Record the content of one channel while watching another Watch 3D content as and when it is available on Tata Sky platform Pause + record + rewind Live TV Save power with Auto Standby option Set recordings from mobile and internet Record all episode of your favourite show with Series Link

TATA SKY +HD VS DISH TRU HD

Feature Tata Sky +HD

Dish Tru HD

Pause Record Rewind and Fast Forward radic radicWatch one and Record another channel radic XRecord two channels simultaneously and playback an old recording

radic X

Record Sd and HD content radic radicRemote with DVR functionality comes with the box radic X

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 16

Video on Demand Functionality radic XMedia storage optimized HDD radic X500 GB disk drive Free Approx

4000 additional

WITH TATA SKY YOU ALWAYS DESERVE A LITTLE EXTRA

Not only do we give you the ultimate entertainment experience we also give you a lot of convenience with a few thoughtful touches

Make My Pack ndash With this service you can choose all your favourite channels and create your own pack You can also add channels on an a-la-carte basis to your existing pack as per your choice

12 Months All Inclusive Warranty ndash Your Tata Sky digital box comes with a 12 months all inclusive warranty In this period any issue or complaint with the box will be resolved or the box will be replaced free of cost

Relocation Service ndash if you shift home anywhere in the country simply carry your set top box to the new location Tata Sky installer will visit your new home and install the set top box for you

24x7 customer care ndash in case of any query or complaint you can get in touch with Tata Skyrsquos 24x7 Helpline which is supported in 13 languages

Parental control ndash This features ensures that children watch only suitable programmes It allows you to lock movies based on the rating provided by the channel or even lock the entire channel

Setting Favourite ndash you can select up to 50 channels and position them in order of your preference Pressing the lsquofavrsquo button on the Tata Sky remote allows you to directly go to any of the selected channels

Home ndash Pressing the lsquohomersquo button on the Tata Sky remote keeps you update on everything that Tata Sky has to offer ndash be it new channels service packages

promotion You also get to see your Tata sky account balance and due date INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 17

Brand ambassador

The brand ambassador of TATA SKY is Mr Amir Khan

MARKET SHARE

31

26

23

57

8

DISH TVTATA SKYSUN DTHBIG TVAIRTEL

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 18

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 19

TATA SKY distribution channel-The TATA SKY distribution channel flow from the manufacturing plant by the medium of logistics commercial to the consumer premises or distributor then through distributor to the dealer or to the customer premises

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 20

BRAND

BRAND POSITIONING AND VALUES

POSITIONINGTata Sky is the DTH service provider with the best customer service to ensure no family will ever miss a minute of entertainment and relaxation with loved ones They have positioned the product with the best pricing offered by the competitors in market Moreover they do offer different kind of packages according to the suitability of consumer For example if a person is from south side he will be talking south economy pack which gives channel up to 65 They offer economy pack which gives 74 channel supreme pack give economy pack + music channel Hence they are also positioning its product according to suitability and money of consumerNow Tata Sky has a quarter of the 20 million DTH customers in the country

BRAND MANTRA USED BY COMPANY

ldquoIskolagadala toe life jingalalardquo

This brand function on principle that consumer satisfaction is must if there is consumer satisfaction then there will be overall growth of business considering this mantra they are focusing on youth market by means of co branding like games musicsetc

Factors they primarily focus on

PhysiqueAccess to entertainment World class technology from 1113089SKY1113089 Light weight box

Personality Tata sky completely focuses on Fun and young generation and subsequently enhances trustworthyness

Relationship Making life Jhingalala1113089(complete and fun)Developing Reliability

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 21

Simplicity

Trustworthy Trust and Innovation is the key mantra of Tata sky Having family orientedconcept

Self imageIt is presumed that Tata sky technologies are up-to-date so as a consumereverybody like the updated technologies

BRAND MANAGEMENT OF TATA SKY

REVOLUNISE TELEVISION VIEWINGTATA SKY is offering a variety of channels ranging from entertainment sports movies music news documentation in DVD player and CD quality sound

EXTENSIVE CUSTOMER SERVICE NETWORKIt is using 3000 service engineers in call centers to provide the good service for their customers TATA SKY takes direct responsibility to provide its vouchers hardware through popular consumer electronic stores to enhance customer convenience

OFFERINGTATA SKY offers all popular television channels with local language channels according tothe demand

PARTNERSIt has so many valuable partners for ex TCS THOMSON AND HUMAX world leaders in digital broadcast technology SUN MICROSYSTEMS NDS(leading provider of technology for pay television) etc

INCEPTION AND HERITAGETATA SKY is joint venture between the TATA group and STAR So its providing good experience to its customer through its satellite TV service

TATA BRANDTATA Group is one of Indiarsquos largest and most respected business

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 22

group Itcomprises operating companies in seven business sector Information systems and communications engineering materials services energy consumer products and chemicals

SKY BRANDThe SKY brand owned by the UK based British SKY broad casting group brings to TATA SKY the reputation of more than 20 years experience of satellite broadcasting SKY is well known for the innovative products and services launched by B SKY It is also true that any operator has to acquire 5 to 6 million subscribers who should each pay Rs 300 a month to break even and Tata Sky is about to do that in order to have a remarkable market share in this DTH

Competitive Brands under ConsiderationBasically there are four major players in this DTH service industry These are (1) Tata Sky(2) Dish TV(3) Videocon D2H(4) Reliance Big TV

COMPETITION

7

24

51

18

SUNDISH TVDDTATA SKY

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 23

THEORETICAL BACKGROUND OF THE TOPIC

What is marketing

Marketing is about identifying and meeting human amp social needs one of the shortest good definition of marketing is ldquomeeting needs profitablyrdquo

The American Marketing Association offers the following formal definitionldquoMarketing is an organizational function and a set of processes for creating communicating amp delivering value to customers and for managing customer relationships in ways that benefit the organization and its stake holdersCoping with these exchange processes calls for a considerable amount of work and skillHence ldquomarketing management is the art amp science of choosing target markets and keeping getting amp growing customers through creating delivering and communicating superior customer valuerdquo

Business to customer marketingB2C is an abbreviated term for business to consumer marketing Business to consumer marketing is when a business markets products to a consumer market A consumer is a buyer of products that are not business related B2C products include goods and services such as food clothes cars houses phone services credit repair services etc

What Is Distinctive About B2C Marketing

B2C marketing is considered unique for the simple reason that the industry is able to strike geographical barriers and achieve worldwide audience In addition businesses are able to get to the client base straightforwardly and slash intermediary distributors when the product needs to be distributed using long-established ways B2C marketing also permits companies to cut costs

B2C marketing permits most businesses liberty and autonomy The result is that

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 24

even an undersized home based enterprise is given the chance to go up against

bigger retailers This can be achieved for the reason that the costs implicated in online B2C marketing is not as much as in conventional marketing

Lets say you a small retailer and youre promoting computers using the Internet Because you are a small fish in a big pond it is exceptionally hard for you to establish a marketplace in a conventional way In case you are wondering why well the reason is that you are competing with deep pocket big brand companies They run hundreds if not thousands of ads online in newspapers radio or TV But dont get too sad yet Here comes B2C marketing to your rescue B2C marketing provides each seller a superior chance to prove themselves in the marketplace Well more or less

Direct selling The marketing and selling of products directly to consumers away from a fixed retail location Peddling is the oldest form of direct selling Modern direct selling includes sales made through the party plan one-on-one demonstrations and other personal contact arrangements as well as internet sales The definition is The direct personal presentation demonstration and sale of products and services to consumers usually in their homes or at their jobsrdquo

According to the WFDSA consumers benefit from direct selling because of the convenience and service it provides including personal demonstration and explanation of products home delivery and generous satisfaction guarantees[5] In contrast to franchising the cost for an individual to start an independent direct selling business is typically very low with little or no required inventory or other cash commitments to begin

Direct selling is distinct from direct marketing because it is about individual sales agents reaching and dealing directly with clients Direct marketing is about business organizations seeking a relationship with their customers without going through an agentconsultant or retail outlet Direct selling often but not always uses multi-level marketing (salesperson is paid for selling and for sales made by

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 25

systems business unit of Intertek Group This certification confirms that every transaction carried out through Tata Skyrsquos IT systems are highly secure

Super brand 2009ndash2010

Tata Sky was selected as a SUPER BRAND for the year 2009-2010 by an independent and voluntary council of experts known as Superbrands Council It is the only Indian DTH to have won this distinction

Service Network

It is using 3000 service engineers in call centers to provide the good service for their customers TATA SKY takes direct responsibility to provide its vouchers hardware through popular consumer electronic stores to enhance customer convenience TATA SKY offers all popular television channels with local language channels according the demand

Vision of Tata Sky

The vision of Tata Sky is connecting every Television home empowering every television viewer and revolutionizing home entertainment

Target Customers

ldquoIskolagadala to life jingalalardquo was the tag line or Brand Mantra of TATA SKY from 2008 to 2010Now it has changed to ldquoAb channel package wohi lo jopasand hordquo which is being promote by Actor Amir Khan

This brand function on principle that consumer satisfaction is must if there is consumer satisfaction then there will be overall growth of business

considering this mantra they are ldquofocusing on youth marketrdquoby means of co branding like gamesmusicetc

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 7

Various services provided by TATA Sky include Active Services Active Cooking Active Stories Active Newsroom Active WizKids Active Sports Active Learning Active Games Active Astrology ActiveDarshan Parental Control Search and Scan Banner Guide (including Hindi Display) Customer Service- 24 x 7 help Support in 11 languages

Current DTH Market Scenario in India

Since its commercial launch in 2003 DTH has remained upbeat without any signs of slowing down Despite recession the DTH market in India has been highly dynamic with a lot of investments made over the past several months According to Tony Dsilva chief operating officer of Sun Direct the growth is surpassing all the calculations and forecasts and proving the trade pundits wrong The services are received well by the customers because of its mass customization appeal he saidDTH service in India has surpassed 12 million customers with the number tripling in 2008 over the previous year According to new research from RN COS 1 Indian DTH Market Forecast to 2012 the industry is expected to add nearly 500000 subscribers per month during 2009 with the number of DTH subscribers forecasted to grow at a CAGR of around 30 percent during 2009-2012 With over 130 million TV homes India offers large room for growth in DTH services as the technology can be used to offer DTH services in remote locations where setting up of cable networks seems impossible or is highly expensive say researchers at RN COS It is forecasted that DTH will capture over 21 percent of TV homes in India by 2012 up from around 10 percent nowCurrently the market is ruled by five key players Dish TV Essel Group Tata Sky Sun Direct Reliance Big TV Airtel Digital and Videocon D2H Dish TV and Sun Direct account for a major share of the current DTH market in India According to Dish TV officials the company holds a more than 40 percent share of the market

with over 56 million subscribers

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 8

Sun Direct currently carries about 48 million customers Sun TV plans to increase it to 55 million-6 million subscribers by the end of the current fiscal year Other key players such as TATA Sky Big TV and Airtel DTH are far behind their rivals

Key Trends

High -Definition Services

Technology has no limits With a large number of options available to view channels across the world on the new highend television sets now the focus will be to add quality to TV viewing High-definition is the latest mantra in TV entertainment DTH providers have started offering HD services in India Recently Sun TV launched the first HD DTH service in India Samsung Electronics telecommunications systems division manufactures the HD set top boxes for Sun Direct Sun TV is expecting to add over 45000 subscribers to this service by March 2010 According to company officials the average annual cost to a subscriber at present stands at around Rs2500

EMPLOYEE STRENGTH AND TURNOVER

Tata Sky is a Private Sector Organization that offers services in Media Entertainment with Annual Total Turnover of 10-100 Crores and with Employee

Strength of 501-1000

LOCATIONS

Tata Sky head office is located at Worli in Mumbai The other offices are in Andheri (west) Borivali (east) and etc

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 9

PRODUCTS AND SERVICE

There are 3 different types of setup box provided by the company for the customers Customers can choose there setup box as per there need of the family and accordingly to there financial states allowed Also the customers can select their channel package from the lowest to upper package of their choices that they needed to see on their television set so keeping on that mind the company also offer the customer Make My Pack in which the customer can pick their channel that they wanted to see on their television set in that the customers only has to pay for that channel only

CHOOSE YOUR BOX

1) Standard box- Tata Sky is a basic set-top-box offering DVD quality picture and CD quality sound along with new age interactive services

2) High definition box- Tata Sky HD was launched on June 14 2010 and has channels in their native resolution of 1080i or 720p The STB is compatible with 51 CH surround sound as well The service currently offers four HD channels - National Geographic Channel HD Discovery HD Showcase HD (Pay Per View) amp Star Plus HD More channels such as Star Movies HD and other popular sports channels in HD format are expected to be added soon

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 10

3) High definition + recording box- Tata Sky+ is a premium set-top box-cum-Personal Video Recorder or even known as DVR Digital Video Recorder that allows recording up to 130 hours of live TV recording one programmer while watching another pause fast-forward and rewind a live telecast and review a TV programme Also Tata Sky+ provides service using MPEG-4 digital compression technology

MULTI-TV CONNECTIONSConnect your 2nd 3rd 4th TV also to Tata Sky and enjoy quality viewing All the channels and services you get on your 1st connection will be available on your 2nd TV connection too For a monthly subscription of just INR 160 per month

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 11

Diagram showing how multitv connection work

BENEFITS OF TATASKY VIDEO ON DEMAND-Video on demand (VoD) is Tata Skyrsquos very own video library that offers you choices and convenience like never before

Catch Up TV ndash watch the last five dayrsquos episodes of your favourite shows with Catch Up TV service

Movies ndash Choose from an assortment of evergreen classics and contemporary bollywood movies from a library of almost 1000 digital quality titles across multiple genres and languages

Concerts ndash watch concerts of popular artists like U2 Killers Shania Twain and many more on demand

DIGITAL TV GUIDE-We ensures that you never miss your favorites TV programmes with our guide

By pressing the lsquoGuidersquo button on your remote you get

A 4-day listing of all TV programmes

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 12

Synopsis of every programme Ability to set reminders for up to 50 desired programmes You donrsquot have to go looking for your favourite channels as the channels

numbers always remain constant Audio level maintained are consistent across all the channels for better

viewer experience

EASY RECHARGE-Tata Sky offers a host of easy recharge options Simply walk to any of the 5000+ recharge outlets in Mumbai to recharge your Tata Sky either through a paper or electronic vouchers Alternatively you can also recharge using any of the below mentions medium

Helpline Online Mobile Auto Debit Cheque Payment

Presenting Tata Skyrsquos interactive services Active Music- your music uninterrupted Active English- Enhance your English conversation skills Active Mall- download the latest ringtone Active wizikids- Make your child a genius Active Darshan- Get 24X7 darshan of the following Temples Sai Baba

Mumbai Siddhivinayak Iskon and Vishwanath Active learning- Take daily qizzes covering a range of subjects on your

television Active Stories- Ejoy your favourite story books on television Active Games- Enter the next level of TV games Active Cooking- learn cooking from the master chefs Show Case- Your private multiplex at home

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 13

ACTIVE MUSIC-Active music is a vast library of songs covering a wide range of genres

Hindi hot hits (latest songs) Dance hits (best dance track from 2006 to 2012) Bhakti sagar (devotional songs and aartis) English classics (best songs from 1960 to 2000) English hits (best songs from 2009 to 2011) Marathi Punjabi Gujarati Bengali

One channel dedicated to each genre which assures you non-stop and ad-free music all through the day Select and enjoy up to 4000 full length songs every month

ACTIVE WIZKIDS-Make your child through various fun activities where the child can now learn while having fun

Stories from Ramayana and Mahabharata Science experiments that can be conducted at home Fun art and craft projects Learning games Nursery rhymes in English and vernacular languages Magic Tricks Games featuring cartoon characters from Disney Pogo and Cartoon

Network Quizzes

Every content is refreshed daily and available on-demand

ACTIVE ENGLISH

Enhance your English conversational skills by improving your vocabulary pronunciation spellings and conversational English in day to day situations like PTA meetings malls banks etc

Improve your vocabulary and pronunciation with over 650 words every month

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 14

Practice your spellings through interactive games with 300 new words every month

Interactive episodes explaining how o converse in a particular situation

Revise lessons for the entire weeks in weekends The medium of instruction for this service is hindi Content for this application is provided by British Council

ACTIVE GAMES-Play exciting games on you TV using your Tata Sky remote Get upto to 15 games every month on sports racing action adventure and more

ACTIVE COOKING-Learn cooking recipes from master chefs Tarla Dalal and Sanjeev Kapoor Also watch and learn through video recipes in English Hindi Marathi Gujarati and Kannada Get over 200 recipes from Tiffin Treats Oriental Flavors Cakes and Bakes Mango Mazaa Curries and Sabzi Indian Desserts All this on demand at the press of button

ACTIVE DARSHAN-Get 24x7 live darshan and aarti everyday from

Shirdi Sai Baba Mumbairsquos SiddhiVinayak ISKCON juhu Kashi Vishwanath

Also watch Sri Venkateshwara Bhakti channel as part of the service

SHOWCASE-With showcase enjoy the latest Hollywood and Bollywood blockbusters from the comfort of your home Showcase titles can be ordered once and enjoyed multiple times through the day

Highlights-

Hollywoods and Bollywoods blockbusters right at home Movies in original prints Only a single ad-break Convenient show times

Viewer can watch all shows of the movie booked for that day

WITH TATA SKY +HD

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 15

Enhanced viewing experience with 169 Aspect Ratio Superior sound clarity with 71 Dolby Digital Plus Sound 5 Times sharper picture clarity with 1080i resolution Record all your favourite programmes with 500 GB Hard Disk Video On Demand library with around 1000 titles consisting of movies TV

shows Concerts etc Record the content of one channel while watching another Watch 3D content as and when it is available on Tata Sky platform Pause + record + rewind Live TV Save power with Auto Standby option Set recordings from mobile and internet Record all episode of your favourite show with Series Link

TATA SKY +HD VS DISH TRU HD

Feature Tata Sky +HD

Dish Tru HD

Pause Record Rewind and Fast Forward radic radicWatch one and Record another channel radic XRecord two channels simultaneously and playback an old recording

radic X

Record Sd and HD content radic radicRemote with DVR functionality comes with the box radic X

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 16

Video on Demand Functionality radic XMedia storage optimized HDD radic X500 GB disk drive Free Approx

4000 additional

WITH TATA SKY YOU ALWAYS DESERVE A LITTLE EXTRA

Not only do we give you the ultimate entertainment experience we also give you a lot of convenience with a few thoughtful touches

Make My Pack ndash With this service you can choose all your favourite channels and create your own pack You can also add channels on an a-la-carte basis to your existing pack as per your choice

12 Months All Inclusive Warranty ndash Your Tata Sky digital box comes with a 12 months all inclusive warranty In this period any issue or complaint with the box will be resolved or the box will be replaced free of cost

Relocation Service ndash if you shift home anywhere in the country simply carry your set top box to the new location Tata Sky installer will visit your new home and install the set top box for you

24x7 customer care ndash in case of any query or complaint you can get in touch with Tata Skyrsquos 24x7 Helpline which is supported in 13 languages

Parental control ndash This features ensures that children watch only suitable programmes It allows you to lock movies based on the rating provided by the channel or even lock the entire channel

Setting Favourite ndash you can select up to 50 channels and position them in order of your preference Pressing the lsquofavrsquo button on the Tata Sky remote allows you to directly go to any of the selected channels

Home ndash Pressing the lsquohomersquo button on the Tata Sky remote keeps you update on everything that Tata Sky has to offer ndash be it new channels service packages

promotion You also get to see your Tata sky account balance and due date INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 17

Brand ambassador

The brand ambassador of TATA SKY is Mr Amir Khan

MARKET SHARE

31

26

23

57

8

DISH TVTATA SKYSUN DTHBIG TVAIRTEL

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 18

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 19

TATA SKY distribution channel-The TATA SKY distribution channel flow from the manufacturing plant by the medium of logistics commercial to the consumer premises or distributor then through distributor to the dealer or to the customer premises

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 20

BRAND

BRAND POSITIONING AND VALUES

POSITIONINGTata Sky is the DTH service provider with the best customer service to ensure no family will ever miss a minute of entertainment and relaxation with loved ones They have positioned the product with the best pricing offered by the competitors in market Moreover they do offer different kind of packages according to the suitability of consumer For example if a person is from south side he will be talking south economy pack which gives channel up to 65 They offer economy pack which gives 74 channel supreme pack give economy pack + music channel Hence they are also positioning its product according to suitability and money of consumerNow Tata Sky has a quarter of the 20 million DTH customers in the country

BRAND MANTRA USED BY COMPANY

ldquoIskolagadala toe life jingalalardquo

This brand function on principle that consumer satisfaction is must if there is consumer satisfaction then there will be overall growth of business considering this mantra they are focusing on youth market by means of co branding like games musicsetc

Factors they primarily focus on

PhysiqueAccess to entertainment World class technology from 1113089SKY1113089 Light weight box

Personality Tata sky completely focuses on Fun and young generation and subsequently enhances trustworthyness

Relationship Making life Jhingalala1113089(complete and fun)Developing Reliability

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 21

Simplicity

Trustworthy Trust and Innovation is the key mantra of Tata sky Having family orientedconcept

Self imageIt is presumed that Tata sky technologies are up-to-date so as a consumereverybody like the updated technologies

BRAND MANAGEMENT OF TATA SKY

REVOLUNISE TELEVISION VIEWINGTATA SKY is offering a variety of channels ranging from entertainment sports movies music news documentation in DVD player and CD quality sound

EXTENSIVE CUSTOMER SERVICE NETWORKIt is using 3000 service engineers in call centers to provide the good service for their customers TATA SKY takes direct responsibility to provide its vouchers hardware through popular consumer electronic stores to enhance customer convenience

OFFERINGTATA SKY offers all popular television channels with local language channels according tothe demand

PARTNERSIt has so many valuable partners for ex TCS THOMSON AND HUMAX world leaders in digital broadcast technology SUN MICROSYSTEMS NDS(leading provider of technology for pay television) etc

INCEPTION AND HERITAGETATA SKY is joint venture between the TATA group and STAR So its providing good experience to its customer through its satellite TV service

TATA BRANDTATA Group is one of Indiarsquos largest and most respected business

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 22

group Itcomprises operating companies in seven business sector Information systems and communications engineering materials services energy consumer products and chemicals

SKY BRANDThe SKY brand owned by the UK based British SKY broad casting group brings to TATA SKY the reputation of more than 20 years experience of satellite broadcasting SKY is well known for the innovative products and services launched by B SKY It is also true that any operator has to acquire 5 to 6 million subscribers who should each pay Rs 300 a month to break even and Tata Sky is about to do that in order to have a remarkable market share in this DTH

Competitive Brands under ConsiderationBasically there are four major players in this DTH service industry These are (1) Tata Sky(2) Dish TV(3) Videocon D2H(4) Reliance Big TV

COMPETITION

7

24

51

18

SUNDISH TVDDTATA SKY

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 23

THEORETICAL BACKGROUND OF THE TOPIC

What is marketing

Marketing is about identifying and meeting human amp social needs one of the shortest good definition of marketing is ldquomeeting needs profitablyrdquo

The American Marketing Association offers the following formal definitionldquoMarketing is an organizational function and a set of processes for creating communicating amp delivering value to customers and for managing customer relationships in ways that benefit the organization and its stake holdersCoping with these exchange processes calls for a considerable amount of work and skillHence ldquomarketing management is the art amp science of choosing target markets and keeping getting amp growing customers through creating delivering and communicating superior customer valuerdquo

Business to customer marketingB2C is an abbreviated term for business to consumer marketing Business to consumer marketing is when a business markets products to a consumer market A consumer is a buyer of products that are not business related B2C products include goods and services such as food clothes cars houses phone services credit repair services etc

What Is Distinctive About B2C Marketing

B2C marketing is considered unique for the simple reason that the industry is able to strike geographical barriers and achieve worldwide audience In addition businesses are able to get to the client base straightforwardly and slash intermediary distributors when the product needs to be distributed using long-established ways B2C marketing also permits companies to cut costs

B2C marketing permits most businesses liberty and autonomy The result is that

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 24

even an undersized home based enterprise is given the chance to go up against

bigger retailers This can be achieved for the reason that the costs implicated in online B2C marketing is not as much as in conventional marketing

Lets say you a small retailer and youre promoting computers using the Internet Because you are a small fish in a big pond it is exceptionally hard for you to establish a marketplace in a conventional way In case you are wondering why well the reason is that you are competing with deep pocket big brand companies They run hundreds if not thousands of ads online in newspapers radio or TV But dont get too sad yet Here comes B2C marketing to your rescue B2C marketing provides each seller a superior chance to prove themselves in the marketplace Well more or less

Direct selling The marketing and selling of products directly to consumers away from a fixed retail location Peddling is the oldest form of direct selling Modern direct selling includes sales made through the party plan one-on-one demonstrations and other personal contact arrangements as well as internet sales The definition is The direct personal presentation demonstration and sale of products and services to consumers usually in their homes or at their jobsrdquo

According to the WFDSA consumers benefit from direct selling because of the convenience and service it provides including personal demonstration and explanation of products home delivery and generous satisfaction guarantees[5] In contrast to franchising the cost for an individual to start an independent direct selling business is typically very low with little or no required inventory or other cash commitments to begin

Direct selling is distinct from direct marketing because it is about individual sales agents reaching and dealing directly with clients Direct marketing is about business organizations seeking a relationship with their customers without going through an agentconsultant or retail outlet Direct selling often but not always uses multi-level marketing (salesperson is paid for selling and for sales made by

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 25

Various services provided by TATA Sky include Active Services Active Cooking Active Stories Active Newsroom Active WizKids Active Sports Active Learning Active Games Active Astrology ActiveDarshan Parental Control Search and Scan Banner Guide (including Hindi Display) Customer Service- 24 x 7 help Support in 11 languages

Current DTH Market Scenario in India

Since its commercial launch in 2003 DTH has remained upbeat without any signs of slowing down Despite recession the DTH market in India has been highly dynamic with a lot of investments made over the past several months According to Tony Dsilva chief operating officer of Sun Direct the growth is surpassing all the calculations and forecasts and proving the trade pundits wrong The services are received well by the customers because of its mass customization appeal he saidDTH service in India has surpassed 12 million customers with the number tripling in 2008 over the previous year According to new research from RN COS 1 Indian DTH Market Forecast to 2012 the industry is expected to add nearly 500000 subscribers per month during 2009 with the number of DTH subscribers forecasted to grow at a CAGR of around 30 percent during 2009-2012 With over 130 million TV homes India offers large room for growth in DTH services as the technology can be used to offer DTH services in remote locations where setting up of cable networks seems impossible or is highly expensive say researchers at RN COS It is forecasted that DTH will capture over 21 percent of TV homes in India by 2012 up from around 10 percent nowCurrently the market is ruled by five key players Dish TV Essel Group Tata Sky Sun Direct Reliance Big TV Airtel Digital and Videocon D2H Dish TV and Sun Direct account for a major share of the current DTH market in India According to Dish TV officials the company holds a more than 40 percent share of the market

with over 56 million subscribers

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 8

Sun Direct currently carries about 48 million customers Sun TV plans to increase it to 55 million-6 million subscribers by the end of the current fiscal year Other key players such as TATA Sky Big TV and Airtel DTH are far behind their rivals

Key Trends

High -Definition Services

Technology has no limits With a large number of options available to view channels across the world on the new highend television sets now the focus will be to add quality to TV viewing High-definition is the latest mantra in TV entertainment DTH providers have started offering HD services in India Recently Sun TV launched the first HD DTH service in India Samsung Electronics telecommunications systems division manufactures the HD set top boxes for Sun Direct Sun TV is expecting to add over 45000 subscribers to this service by March 2010 According to company officials the average annual cost to a subscriber at present stands at around Rs2500

EMPLOYEE STRENGTH AND TURNOVER

Tata Sky is a Private Sector Organization that offers services in Media Entertainment with Annual Total Turnover of 10-100 Crores and with Employee

Strength of 501-1000

LOCATIONS

Tata Sky head office is located at Worli in Mumbai The other offices are in Andheri (west) Borivali (east) and etc

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 9

PRODUCTS AND SERVICE

There are 3 different types of setup box provided by the company for the customers Customers can choose there setup box as per there need of the family and accordingly to there financial states allowed Also the customers can select their channel package from the lowest to upper package of their choices that they needed to see on their television set so keeping on that mind the company also offer the customer Make My Pack in which the customer can pick their channel that they wanted to see on their television set in that the customers only has to pay for that channel only

CHOOSE YOUR BOX

1) Standard box- Tata Sky is a basic set-top-box offering DVD quality picture and CD quality sound along with new age interactive services

2) High definition box- Tata Sky HD was launched on June 14 2010 and has channels in their native resolution of 1080i or 720p The STB is compatible with 51 CH surround sound as well The service currently offers four HD channels - National Geographic Channel HD Discovery HD Showcase HD (Pay Per View) amp Star Plus HD More channels such as Star Movies HD and other popular sports channels in HD format are expected to be added soon

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 10

3) High definition + recording box- Tata Sky+ is a premium set-top box-cum-Personal Video Recorder or even known as DVR Digital Video Recorder that allows recording up to 130 hours of live TV recording one programmer while watching another pause fast-forward and rewind a live telecast and review a TV programme Also Tata Sky+ provides service using MPEG-4 digital compression technology

MULTI-TV CONNECTIONSConnect your 2nd 3rd 4th TV also to Tata Sky and enjoy quality viewing All the channels and services you get on your 1st connection will be available on your 2nd TV connection too For a monthly subscription of just INR 160 per month

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 11

Diagram showing how multitv connection work

BENEFITS OF TATASKY VIDEO ON DEMAND-Video on demand (VoD) is Tata Skyrsquos very own video library that offers you choices and convenience like never before

Catch Up TV ndash watch the last five dayrsquos episodes of your favourite shows with Catch Up TV service

Movies ndash Choose from an assortment of evergreen classics and contemporary bollywood movies from a library of almost 1000 digital quality titles across multiple genres and languages

Concerts ndash watch concerts of popular artists like U2 Killers Shania Twain and many more on demand

DIGITAL TV GUIDE-We ensures that you never miss your favorites TV programmes with our guide

By pressing the lsquoGuidersquo button on your remote you get

A 4-day listing of all TV programmes

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 12

Synopsis of every programme Ability to set reminders for up to 50 desired programmes You donrsquot have to go looking for your favourite channels as the channels

numbers always remain constant Audio level maintained are consistent across all the channels for better

viewer experience

EASY RECHARGE-Tata Sky offers a host of easy recharge options Simply walk to any of the 5000+ recharge outlets in Mumbai to recharge your Tata Sky either through a paper or electronic vouchers Alternatively you can also recharge using any of the below mentions medium

Helpline Online Mobile Auto Debit Cheque Payment

Presenting Tata Skyrsquos interactive services Active Music- your music uninterrupted Active English- Enhance your English conversation skills Active Mall- download the latest ringtone Active wizikids- Make your child a genius Active Darshan- Get 24X7 darshan of the following Temples Sai Baba

Mumbai Siddhivinayak Iskon and Vishwanath Active learning- Take daily qizzes covering a range of subjects on your

television Active Stories- Ejoy your favourite story books on television Active Games- Enter the next level of TV games Active Cooking- learn cooking from the master chefs Show Case- Your private multiplex at home

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 13

ACTIVE MUSIC-Active music is a vast library of songs covering a wide range of genres

Hindi hot hits (latest songs) Dance hits (best dance track from 2006 to 2012) Bhakti sagar (devotional songs and aartis) English classics (best songs from 1960 to 2000) English hits (best songs from 2009 to 2011) Marathi Punjabi Gujarati Bengali

One channel dedicated to each genre which assures you non-stop and ad-free music all through the day Select and enjoy up to 4000 full length songs every month

ACTIVE WIZKIDS-Make your child through various fun activities where the child can now learn while having fun

Stories from Ramayana and Mahabharata Science experiments that can be conducted at home Fun art and craft projects Learning games Nursery rhymes in English and vernacular languages Magic Tricks Games featuring cartoon characters from Disney Pogo and Cartoon

Network Quizzes

Every content is refreshed daily and available on-demand

ACTIVE ENGLISH

Enhance your English conversational skills by improving your vocabulary pronunciation spellings and conversational English in day to day situations like PTA meetings malls banks etc

Improve your vocabulary and pronunciation with over 650 words every month

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 14

Practice your spellings through interactive games with 300 new words every month

Interactive episodes explaining how o converse in a particular situation

Revise lessons for the entire weeks in weekends The medium of instruction for this service is hindi Content for this application is provided by British Council

ACTIVE GAMES-Play exciting games on you TV using your Tata Sky remote Get upto to 15 games every month on sports racing action adventure and more

ACTIVE COOKING-Learn cooking recipes from master chefs Tarla Dalal and Sanjeev Kapoor Also watch and learn through video recipes in English Hindi Marathi Gujarati and Kannada Get over 200 recipes from Tiffin Treats Oriental Flavors Cakes and Bakes Mango Mazaa Curries and Sabzi Indian Desserts All this on demand at the press of button

ACTIVE DARSHAN-Get 24x7 live darshan and aarti everyday from

Shirdi Sai Baba Mumbairsquos SiddhiVinayak ISKCON juhu Kashi Vishwanath

Also watch Sri Venkateshwara Bhakti channel as part of the service

SHOWCASE-With showcase enjoy the latest Hollywood and Bollywood blockbusters from the comfort of your home Showcase titles can be ordered once and enjoyed multiple times through the day

Highlights-

Hollywoods and Bollywoods blockbusters right at home Movies in original prints Only a single ad-break Convenient show times

Viewer can watch all shows of the movie booked for that day

WITH TATA SKY +HD

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 15

Enhanced viewing experience with 169 Aspect Ratio Superior sound clarity with 71 Dolby Digital Plus Sound 5 Times sharper picture clarity with 1080i resolution Record all your favourite programmes with 500 GB Hard Disk Video On Demand library with around 1000 titles consisting of movies TV

shows Concerts etc Record the content of one channel while watching another Watch 3D content as and when it is available on Tata Sky platform Pause + record + rewind Live TV Save power with Auto Standby option Set recordings from mobile and internet Record all episode of your favourite show with Series Link

TATA SKY +HD VS DISH TRU HD

Feature Tata Sky +HD

Dish Tru HD

Pause Record Rewind and Fast Forward radic radicWatch one and Record another channel radic XRecord two channels simultaneously and playback an old recording

radic X

Record Sd and HD content radic radicRemote with DVR functionality comes with the box radic X

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 16

Video on Demand Functionality radic XMedia storage optimized HDD radic X500 GB disk drive Free Approx

4000 additional

WITH TATA SKY YOU ALWAYS DESERVE A LITTLE EXTRA

Not only do we give you the ultimate entertainment experience we also give you a lot of convenience with a few thoughtful touches

Make My Pack ndash With this service you can choose all your favourite channels and create your own pack You can also add channels on an a-la-carte basis to your existing pack as per your choice

12 Months All Inclusive Warranty ndash Your Tata Sky digital box comes with a 12 months all inclusive warranty In this period any issue or complaint with the box will be resolved or the box will be replaced free of cost

Relocation Service ndash if you shift home anywhere in the country simply carry your set top box to the new location Tata Sky installer will visit your new home and install the set top box for you

24x7 customer care ndash in case of any query or complaint you can get in touch with Tata Skyrsquos 24x7 Helpline which is supported in 13 languages

Parental control ndash This features ensures that children watch only suitable programmes It allows you to lock movies based on the rating provided by the channel or even lock the entire channel

Setting Favourite ndash you can select up to 50 channels and position them in order of your preference Pressing the lsquofavrsquo button on the Tata Sky remote allows you to directly go to any of the selected channels

Home ndash Pressing the lsquohomersquo button on the Tata Sky remote keeps you update on everything that Tata Sky has to offer ndash be it new channels service packages

promotion You also get to see your Tata sky account balance and due date INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 17

Brand ambassador

The brand ambassador of TATA SKY is Mr Amir Khan

MARKET SHARE

31

26

23

57

8

DISH TVTATA SKYSUN DTHBIG TVAIRTEL

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 18

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 19

TATA SKY distribution channel-The TATA SKY distribution channel flow from the manufacturing plant by the medium of logistics commercial to the consumer premises or distributor then through distributor to the dealer or to the customer premises

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 20

BRAND

BRAND POSITIONING AND VALUES

POSITIONINGTata Sky is the DTH service provider with the best customer service to ensure no family will ever miss a minute of entertainment and relaxation with loved ones They have positioned the product with the best pricing offered by the competitors in market Moreover they do offer different kind of packages according to the suitability of consumer For example if a person is from south side he will be talking south economy pack which gives channel up to 65 They offer economy pack which gives 74 channel supreme pack give economy pack + music channel Hence they are also positioning its product according to suitability and money of consumerNow Tata Sky has a quarter of the 20 million DTH customers in the country

BRAND MANTRA USED BY COMPANY

ldquoIskolagadala toe life jingalalardquo

This brand function on principle that consumer satisfaction is must if there is consumer satisfaction then there will be overall growth of business considering this mantra they are focusing on youth market by means of co branding like games musicsetc

Factors they primarily focus on

PhysiqueAccess to entertainment World class technology from 1113089SKY1113089 Light weight box

Personality Tata sky completely focuses on Fun and young generation and subsequently enhances trustworthyness

Relationship Making life Jhingalala1113089(complete and fun)Developing Reliability

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 21

Simplicity

Trustworthy Trust and Innovation is the key mantra of Tata sky Having family orientedconcept

Self imageIt is presumed that Tata sky technologies are up-to-date so as a consumereverybody like the updated technologies

BRAND MANAGEMENT OF TATA SKY

REVOLUNISE TELEVISION VIEWINGTATA SKY is offering a variety of channels ranging from entertainment sports movies music news documentation in DVD player and CD quality sound

EXTENSIVE CUSTOMER SERVICE NETWORKIt is using 3000 service engineers in call centers to provide the good service for their customers TATA SKY takes direct responsibility to provide its vouchers hardware through popular consumer electronic stores to enhance customer convenience

OFFERINGTATA SKY offers all popular television channels with local language channels according tothe demand

PARTNERSIt has so many valuable partners for ex TCS THOMSON AND HUMAX world leaders in digital broadcast technology SUN MICROSYSTEMS NDS(leading provider of technology for pay television) etc

INCEPTION AND HERITAGETATA SKY is joint venture between the TATA group and STAR So its providing good experience to its customer through its satellite TV service

TATA BRANDTATA Group is one of Indiarsquos largest and most respected business

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 22

group Itcomprises operating companies in seven business sector Information systems and communications engineering materials services energy consumer products and chemicals

SKY BRANDThe SKY brand owned by the UK based British SKY broad casting group brings to TATA SKY the reputation of more than 20 years experience of satellite broadcasting SKY is well known for the innovative products and services launched by B SKY It is also true that any operator has to acquire 5 to 6 million subscribers who should each pay Rs 300 a month to break even and Tata Sky is about to do that in order to have a remarkable market share in this DTH

Competitive Brands under ConsiderationBasically there are four major players in this DTH service industry These are (1) Tata Sky(2) Dish TV(3) Videocon D2H(4) Reliance Big TV

COMPETITION

7

24

51

18

SUNDISH TVDDTATA SKY

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 23

THEORETICAL BACKGROUND OF THE TOPIC

What is marketing

Marketing is about identifying and meeting human amp social needs one of the shortest good definition of marketing is ldquomeeting needs profitablyrdquo

The American Marketing Association offers the following formal definitionldquoMarketing is an organizational function and a set of processes for creating communicating amp delivering value to customers and for managing customer relationships in ways that benefit the organization and its stake holdersCoping with these exchange processes calls for a considerable amount of work and skillHence ldquomarketing management is the art amp science of choosing target markets and keeping getting amp growing customers through creating delivering and communicating superior customer valuerdquo

Business to customer marketingB2C is an abbreviated term for business to consumer marketing Business to consumer marketing is when a business markets products to a consumer market A consumer is a buyer of products that are not business related B2C products include goods and services such as food clothes cars houses phone services credit repair services etc

What Is Distinctive About B2C Marketing

B2C marketing is considered unique for the simple reason that the industry is able to strike geographical barriers and achieve worldwide audience In addition businesses are able to get to the client base straightforwardly and slash intermediary distributors when the product needs to be distributed using long-established ways B2C marketing also permits companies to cut costs

B2C marketing permits most businesses liberty and autonomy The result is that

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 24

even an undersized home based enterprise is given the chance to go up against

bigger retailers This can be achieved for the reason that the costs implicated in online B2C marketing is not as much as in conventional marketing

Lets say you a small retailer and youre promoting computers using the Internet Because you are a small fish in a big pond it is exceptionally hard for you to establish a marketplace in a conventional way In case you are wondering why well the reason is that you are competing with deep pocket big brand companies They run hundreds if not thousands of ads online in newspapers radio or TV But dont get too sad yet Here comes B2C marketing to your rescue B2C marketing provides each seller a superior chance to prove themselves in the marketplace Well more or less

Direct selling The marketing and selling of products directly to consumers away from a fixed retail location Peddling is the oldest form of direct selling Modern direct selling includes sales made through the party plan one-on-one demonstrations and other personal contact arrangements as well as internet sales The definition is The direct personal presentation demonstration and sale of products and services to consumers usually in their homes or at their jobsrdquo

According to the WFDSA consumers benefit from direct selling because of the convenience and service it provides including personal demonstration and explanation of products home delivery and generous satisfaction guarantees[5] In contrast to franchising the cost for an individual to start an independent direct selling business is typically very low with little or no required inventory or other cash commitments to begin

Direct selling is distinct from direct marketing because it is about individual sales agents reaching and dealing directly with clients Direct marketing is about business organizations seeking a relationship with their customers without going through an agentconsultant or retail outlet Direct selling often but not always uses multi-level marketing (salesperson is paid for selling and for sales made by

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 25

Sun Direct currently carries about 48 million customers Sun TV plans to increase it to 55 million-6 million subscribers by the end of the current fiscal year Other key players such as TATA Sky Big TV and Airtel DTH are far behind their rivals

Key Trends

High -Definition Services

Technology has no limits With a large number of options available to view channels across the world on the new highend television sets now the focus will be to add quality to TV viewing High-definition is the latest mantra in TV entertainment DTH providers have started offering HD services in India Recently Sun TV launched the first HD DTH service in India Samsung Electronics telecommunications systems division manufactures the HD set top boxes for Sun Direct Sun TV is expecting to add over 45000 subscribers to this service by March 2010 According to company officials the average annual cost to a subscriber at present stands at around Rs2500

EMPLOYEE STRENGTH AND TURNOVER

Tata Sky is a Private Sector Organization that offers services in Media Entertainment with Annual Total Turnover of 10-100 Crores and with Employee

Strength of 501-1000

LOCATIONS

Tata Sky head office is located at Worli in Mumbai The other offices are in Andheri (west) Borivali (east) and etc

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 9

PRODUCTS AND SERVICE

There are 3 different types of setup box provided by the company for the customers Customers can choose there setup box as per there need of the family and accordingly to there financial states allowed Also the customers can select their channel package from the lowest to upper package of their choices that they needed to see on their television set so keeping on that mind the company also offer the customer Make My Pack in which the customer can pick their channel that they wanted to see on their television set in that the customers only has to pay for that channel only

CHOOSE YOUR BOX

1) Standard box- Tata Sky is a basic set-top-box offering DVD quality picture and CD quality sound along with new age interactive services

2) High definition box- Tata Sky HD was launched on June 14 2010 and has channels in their native resolution of 1080i or 720p The STB is compatible with 51 CH surround sound as well The service currently offers four HD channels - National Geographic Channel HD Discovery HD Showcase HD (Pay Per View) amp Star Plus HD More channels such as Star Movies HD and other popular sports channels in HD format are expected to be added soon

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 10

3) High definition + recording box- Tata Sky+ is a premium set-top box-cum-Personal Video Recorder or even known as DVR Digital Video Recorder that allows recording up to 130 hours of live TV recording one programmer while watching another pause fast-forward and rewind a live telecast and review a TV programme Also Tata Sky+ provides service using MPEG-4 digital compression technology

MULTI-TV CONNECTIONSConnect your 2nd 3rd 4th TV also to Tata Sky and enjoy quality viewing All the channels and services you get on your 1st connection will be available on your 2nd TV connection too For a monthly subscription of just INR 160 per month

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 11

Diagram showing how multitv connection work

BENEFITS OF TATASKY VIDEO ON DEMAND-Video on demand (VoD) is Tata Skyrsquos very own video library that offers you choices and convenience like never before

Catch Up TV ndash watch the last five dayrsquos episodes of your favourite shows with Catch Up TV service

Movies ndash Choose from an assortment of evergreen classics and contemporary bollywood movies from a library of almost 1000 digital quality titles across multiple genres and languages

Concerts ndash watch concerts of popular artists like U2 Killers Shania Twain and many more on demand

DIGITAL TV GUIDE-We ensures that you never miss your favorites TV programmes with our guide

By pressing the lsquoGuidersquo button on your remote you get

A 4-day listing of all TV programmes

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 12

Synopsis of every programme Ability to set reminders for up to 50 desired programmes You donrsquot have to go looking for your favourite channels as the channels

numbers always remain constant Audio level maintained are consistent across all the channels for better

viewer experience

EASY RECHARGE-Tata Sky offers a host of easy recharge options Simply walk to any of the 5000+ recharge outlets in Mumbai to recharge your Tata Sky either through a paper or electronic vouchers Alternatively you can also recharge using any of the below mentions medium

Helpline Online Mobile Auto Debit Cheque Payment

Presenting Tata Skyrsquos interactive services Active Music- your music uninterrupted Active English- Enhance your English conversation skills Active Mall- download the latest ringtone Active wizikids- Make your child a genius Active Darshan- Get 24X7 darshan of the following Temples Sai Baba

Mumbai Siddhivinayak Iskon and Vishwanath Active learning- Take daily qizzes covering a range of subjects on your

television Active Stories- Ejoy your favourite story books on television Active Games- Enter the next level of TV games Active Cooking- learn cooking from the master chefs Show Case- Your private multiplex at home

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 13

ACTIVE MUSIC-Active music is a vast library of songs covering a wide range of genres

Hindi hot hits (latest songs) Dance hits (best dance track from 2006 to 2012) Bhakti sagar (devotional songs and aartis) English classics (best songs from 1960 to 2000) English hits (best songs from 2009 to 2011) Marathi Punjabi Gujarati Bengali

One channel dedicated to each genre which assures you non-stop and ad-free music all through the day Select and enjoy up to 4000 full length songs every month

ACTIVE WIZKIDS-Make your child through various fun activities where the child can now learn while having fun

Stories from Ramayana and Mahabharata Science experiments that can be conducted at home Fun art and craft projects Learning games Nursery rhymes in English and vernacular languages Magic Tricks Games featuring cartoon characters from Disney Pogo and Cartoon

Network Quizzes

Every content is refreshed daily and available on-demand

ACTIVE ENGLISH

Enhance your English conversational skills by improving your vocabulary pronunciation spellings and conversational English in day to day situations like PTA meetings malls banks etc

Improve your vocabulary and pronunciation with over 650 words every month

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 14

Practice your spellings through interactive games with 300 new words every month

Interactive episodes explaining how o converse in a particular situation

Revise lessons for the entire weeks in weekends The medium of instruction for this service is hindi Content for this application is provided by British Council

ACTIVE GAMES-Play exciting games on you TV using your Tata Sky remote Get upto to 15 games every month on sports racing action adventure and more

ACTIVE COOKING-Learn cooking recipes from master chefs Tarla Dalal and Sanjeev Kapoor Also watch and learn through video recipes in English Hindi Marathi Gujarati and Kannada Get over 200 recipes from Tiffin Treats Oriental Flavors Cakes and Bakes Mango Mazaa Curries and Sabzi Indian Desserts All this on demand at the press of button

ACTIVE DARSHAN-Get 24x7 live darshan and aarti everyday from

Shirdi Sai Baba Mumbairsquos SiddhiVinayak ISKCON juhu Kashi Vishwanath

Also watch Sri Venkateshwara Bhakti channel as part of the service

SHOWCASE-With showcase enjoy the latest Hollywood and Bollywood blockbusters from the comfort of your home Showcase titles can be ordered once and enjoyed multiple times through the day

Highlights-

Hollywoods and Bollywoods blockbusters right at home Movies in original prints Only a single ad-break Convenient show times

Viewer can watch all shows of the movie booked for that day

WITH TATA SKY +HD

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 15

Enhanced viewing experience with 169 Aspect Ratio Superior sound clarity with 71 Dolby Digital Plus Sound 5 Times sharper picture clarity with 1080i resolution Record all your favourite programmes with 500 GB Hard Disk Video On Demand library with around 1000 titles consisting of movies TV

shows Concerts etc Record the content of one channel while watching another Watch 3D content as and when it is available on Tata Sky platform Pause + record + rewind Live TV Save power with Auto Standby option Set recordings from mobile and internet Record all episode of your favourite show with Series Link

TATA SKY +HD VS DISH TRU HD

Feature Tata Sky +HD

Dish Tru HD

Pause Record Rewind and Fast Forward radic radicWatch one and Record another channel radic XRecord two channels simultaneously and playback an old recording

radic X

Record Sd and HD content radic radicRemote with DVR functionality comes with the box radic X

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 16

Video on Demand Functionality radic XMedia storage optimized HDD radic X500 GB disk drive Free Approx

4000 additional

WITH TATA SKY YOU ALWAYS DESERVE A LITTLE EXTRA

Not only do we give you the ultimate entertainment experience we also give you a lot of convenience with a few thoughtful touches

Make My Pack ndash With this service you can choose all your favourite channels and create your own pack You can also add channels on an a-la-carte basis to your existing pack as per your choice

12 Months All Inclusive Warranty ndash Your Tata Sky digital box comes with a 12 months all inclusive warranty In this period any issue or complaint with the box will be resolved or the box will be replaced free of cost

Relocation Service ndash if you shift home anywhere in the country simply carry your set top box to the new location Tata Sky installer will visit your new home and install the set top box for you

24x7 customer care ndash in case of any query or complaint you can get in touch with Tata Skyrsquos 24x7 Helpline which is supported in 13 languages

Parental control ndash This features ensures that children watch only suitable programmes It allows you to lock movies based on the rating provided by the channel or even lock the entire channel

Setting Favourite ndash you can select up to 50 channels and position them in order of your preference Pressing the lsquofavrsquo button on the Tata Sky remote allows you to directly go to any of the selected channels

Home ndash Pressing the lsquohomersquo button on the Tata Sky remote keeps you update on everything that Tata Sky has to offer ndash be it new channels service packages

promotion You also get to see your Tata sky account balance and due date INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 17

Brand ambassador

The brand ambassador of TATA SKY is Mr Amir Khan

MARKET SHARE

31

26

23

57

8

DISH TVTATA SKYSUN DTHBIG TVAIRTEL

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 18

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 19

TATA SKY distribution channel-The TATA SKY distribution channel flow from the manufacturing plant by the medium of logistics commercial to the consumer premises or distributor then through distributor to the dealer or to the customer premises

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 20

BRAND

BRAND POSITIONING AND VALUES

POSITIONINGTata Sky is the DTH service provider with the best customer service to ensure no family will ever miss a minute of entertainment and relaxation with loved ones They have positioned the product with the best pricing offered by the competitors in market Moreover they do offer different kind of packages according to the suitability of consumer For example if a person is from south side he will be talking south economy pack which gives channel up to 65 They offer economy pack which gives 74 channel supreme pack give economy pack + music channel Hence they are also positioning its product according to suitability and money of consumerNow Tata Sky has a quarter of the 20 million DTH customers in the country

BRAND MANTRA USED BY COMPANY

ldquoIskolagadala toe life jingalalardquo

This brand function on principle that consumer satisfaction is must if there is consumer satisfaction then there will be overall growth of business considering this mantra they are focusing on youth market by means of co branding like games musicsetc

Factors they primarily focus on

PhysiqueAccess to entertainment World class technology from 1113089SKY1113089 Light weight box

Personality Tata sky completely focuses on Fun and young generation and subsequently enhances trustworthyness

Relationship Making life Jhingalala1113089(complete and fun)Developing Reliability

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 21

Simplicity

Trustworthy Trust and Innovation is the key mantra of Tata sky Having family orientedconcept

Self imageIt is presumed that Tata sky technologies are up-to-date so as a consumereverybody like the updated technologies

BRAND MANAGEMENT OF TATA SKY

REVOLUNISE TELEVISION VIEWINGTATA SKY is offering a variety of channels ranging from entertainment sports movies music news documentation in DVD player and CD quality sound

EXTENSIVE CUSTOMER SERVICE NETWORKIt is using 3000 service engineers in call centers to provide the good service for their customers TATA SKY takes direct responsibility to provide its vouchers hardware through popular consumer electronic stores to enhance customer convenience

OFFERINGTATA SKY offers all popular television channels with local language channels according tothe demand

PARTNERSIt has so many valuable partners for ex TCS THOMSON AND HUMAX world leaders in digital broadcast technology SUN MICROSYSTEMS NDS(leading provider of technology for pay television) etc

INCEPTION AND HERITAGETATA SKY is joint venture between the TATA group and STAR So its providing good experience to its customer through its satellite TV service

TATA BRANDTATA Group is one of Indiarsquos largest and most respected business

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 22

group Itcomprises operating companies in seven business sector Information systems and communications engineering materials services energy consumer products and chemicals

SKY BRANDThe SKY brand owned by the UK based British SKY broad casting group brings to TATA SKY the reputation of more than 20 years experience of satellite broadcasting SKY is well known for the innovative products and services launched by B SKY It is also true that any operator has to acquire 5 to 6 million subscribers who should each pay Rs 300 a month to break even and Tata Sky is about to do that in order to have a remarkable market share in this DTH

Competitive Brands under ConsiderationBasically there are four major players in this DTH service industry These are (1) Tata Sky(2) Dish TV(3) Videocon D2H(4) Reliance Big TV

COMPETITION

7

24

51

18

SUNDISH TVDDTATA SKY

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 23

THEORETICAL BACKGROUND OF THE TOPIC

What is marketing

Marketing is about identifying and meeting human amp social needs one of the shortest good definition of marketing is ldquomeeting needs profitablyrdquo

The American Marketing Association offers the following formal definitionldquoMarketing is an organizational function and a set of processes for creating communicating amp delivering value to customers and for managing customer relationships in ways that benefit the organization and its stake holdersCoping with these exchange processes calls for a considerable amount of work and skillHence ldquomarketing management is the art amp science of choosing target markets and keeping getting amp growing customers through creating delivering and communicating superior customer valuerdquo

Business to customer marketingB2C is an abbreviated term for business to consumer marketing Business to consumer marketing is when a business markets products to a consumer market A consumer is a buyer of products that are not business related B2C products include goods and services such as food clothes cars houses phone services credit repair services etc

What Is Distinctive About B2C Marketing

B2C marketing is considered unique for the simple reason that the industry is able to strike geographical barriers and achieve worldwide audience In addition businesses are able to get to the client base straightforwardly and slash intermediary distributors when the product needs to be distributed using long-established ways B2C marketing also permits companies to cut costs

B2C marketing permits most businesses liberty and autonomy The result is that

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 24

even an undersized home based enterprise is given the chance to go up against

bigger retailers This can be achieved for the reason that the costs implicated in online B2C marketing is not as much as in conventional marketing

Lets say you a small retailer and youre promoting computers using the Internet Because you are a small fish in a big pond it is exceptionally hard for you to establish a marketplace in a conventional way In case you are wondering why well the reason is that you are competing with deep pocket big brand companies They run hundreds if not thousands of ads online in newspapers radio or TV But dont get too sad yet Here comes B2C marketing to your rescue B2C marketing provides each seller a superior chance to prove themselves in the marketplace Well more or less

Direct selling The marketing and selling of products directly to consumers away from a fixed retail location Peddling is the oldest form of direct selling Modern direct selling includes sales made through the party plan one-on-one demonstrations and other personal contact arrangements as well as internet sales The definition is The direct personal presentation demonstration and sale of products and services to consumers usually in their homes or at their jobsrdquo

According to the WFDSA consumers benefit from direct selling because of the convenience and service it provides including personal demonstration and explanation of products home delivery and generous satisfaction guarantees[5] In contrast to franchising the cost for an individual to start an independent direct selling business is typically very low with little or no required inventory or other cash commitments to begin

Direct selling is distinct from direct marketing because it is about individual sales agents reaching and dealing directly with clients Direct marketing is about business organizations seeking a relationship with their customers without going through an agentconsultant or retail outlet Direct selling often but not always uses multi-level marketing (salesperson is paid for selling and for sales made by

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 25

PRODUCTS AND SERVICE

There are 3 different types of setup box provided by the company for the customers Customers can choose there setup box as per there need of the family and accordingly to there financial states allowed Also the customers can select their channel package from the lowest to upper package of their choices that they needed to see on their television set so keeping on that mind the company also offer the customer Make My Pack in which the customer can pick their channel that they wanted to see on their television set in that the customers only has to pay for that channel only

CHOOSE YOUR BOX

1) Standard box- Tata Sky is a basic set-top-box offering DVD quality picture and CD quality sound along with new age interactive services

2) High definition box- Tata Sky HD was launched on June 14 2010 and has channels in their native resolution of 1080i or 720p The STB is compatible with 51 CH surround sound as well The service currently offers four HD channels - National Geographic Channel HD Discovery HD Showcase HD (Pay Per View) amp Star Plus HD More channels such as Star Movies HD and other popular sports channels in HD format are expected to be added soon

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 10

3) High definition + recording box- Tata Sky+ is a premium set-top box-cum-Personal Video Recorder or even known as DVR Digital Video Recorder that allows recording up to 130 hours of live TV recording one programmer while watching another pause fast-forward and rewind a live telecast and review a TV programme Also Tata Sky+ provides service using MPEG-4 digital compression technology

MULTI-TV CONNECTIONSConnect your 2nd 3rd 4th TV also to Tata Sky and enjoy quality viewing All the channels and services you get on your 1st connection will be available on your 2nd TV connection too For a monthly subscription of just INR 160 per month

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 11

Diagram showing how multitv connection work

BENEFITS OF TATASKY VIDEO ON DEMAND-Video on demand (VoD) is Tata Skyrsquos very own video library that offers you choices and convenience like never before

Catch Up TV ndash watch the last five dayrsquos episodes of your favourite shows with Catch Up TV service

Movies ndash Choose from an assortment of evergreen classics and contemporary bollywood movies from a library of almost 1000 digital quality titles across multiple genres and languages

Concerts ndash watch concerts of popular artists like U2 Killers Shania Twain and many more on demand

DIGITAL TV GUIDE-We ensures that you never miss your favorites TV programmes with our guide

By pressing the lsquoGuidersquo button on your remote you get

A 4-day listing of all TV programmes

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 12

Synopsis of every programme Ability to set reminders for up to 50 desired programmes You donrsquot have to go looking for your favourite channels as the channels

numbers always remain constant Audio level maintained are consistent across all the channels for better

viewer experience

EASY RECHARGE-Tata Sky offers a host of easy recharge options Simply walk to any of the 5000+ recharge outlets in Mumbai to recharge your Tata Sky either through a paper or electronic vouchers Alternatively you can also recharge using any of the below mentions medium

Helpline Online Mobile Auto Debit Cheque Payment

Presenting Tata Skyrsquos interactive services Active Music- your music uninterrupted Active English- Enhance your English conversation skills Active Mall- download the latest ringtone Active wizikids- Make your child a genius Active Darshan- Get 24X7 darshan of the following Temples Sai Baba

Mumbai Siddhivinayak Iskon and Vishwanath Active learning- Take daily qizzes covering a range of subjects on your

television Active Stories- Ejoy your favourite story books on television Active Games- Enter the next level of TV games Active Cooking- learn cooking from the master chefs Show Case- Your private multiplex at home

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 13

ACTIVE MUSIC-Active music is a vast library of songs covering a wide range of genres

Hindi hot hits (latest songs) Dance hits (best dance track from 2006 to 2012) Bhakti sagar (devotional songs and aartis) English classics (best songs from 1960 to 2000) English hits (best songs from 2009 to 2011) Marathi Punjabi Gujarati Bengali

One channel dedicated to each genre which assures you non-stop and ad-free music all through the day Select and enjoy up to 4000 full length songs every month

ACTIVE WIZKIDS-Make your child through various fun activities where the child can now learn while having fun

Stories from Ramayana and Mahabharata Science experiments that can be conducted at home Fun art and craft projects Learning games Nursery rhymes in English and vernacular languages Magic Tricks Games featuring cartoon characters from Disney Pogo and Cartoon

Network Quizzes

Every content is refreshed daily and available on-demand

ACTIVE ENGLISH

Enhance your English conversational skills by improving your vocabulary pronunciation spellings and conversational English in day to day situations like PTA meetings malls banks etc

Improve your vocabulary and pronunciation with over 650 words every month

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 14

Practice your spellings through interactive games with 300 new words every month

Interactive episodes explaining how o converse in a particular situation

Revise lessons for the entire weeks in weekends The medium of instruction for this service is hindi Content for this application is provided by British Council

ACTIVE GAMES-Play exciting games on you TV using your Tata Sky remote Get upto to 15 games every month on sports racing action adventure and more

ACTIVE COOKING-Learn cooking recipes from master chefs Tarla Dalal and Sanjeev Kapoor Also watch and learn through video recipes in English Hindi Marathi Gujarati and Kannada Get over 200 recipes from Tiffin Treats Oriental Flavors Cakes and Bakes Mango Mazaa Curries and Sabzi Indian Desserts All this on demand at the press of button

ACTIVE DARSHAN-Get 24x7 live darshan and aarti everyday from

Shirdi Sai Baba Mumbairsquos SiddhiVinayak ISKCON juhu Kashi Vishwanath

Also watch Sri Venkateshwara Bhakti channel as part of the service

SHOWCASE-With showcase enjoy the latest Hollywood and Bollywood blockbusters from the comfort of your home Showcase titles can be ordered once and enjoyed multiple times through the day

Highlights-

Hollywoods and Bollywoods blockbusters right at home Movies in original prints Only a single ad-break Convenient show times

Viewer can watch all shows of the movie booked for that day

WITH TATA SKY +HD

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 15

Enhanced viewing experience with 169 Aspect Ratio Superior sound clarity with 71 Dolby Digital Plus Sound 5 Times sharper picture clarity with 1080i resolution Record all your favourite programmes with 500 GB Hard Disk Video On Demand library with around 1000 titles consisting of movies TV

shows Concerts etc Record the content of one channel while watching another Watch 3D content as and when it is available on Tata Sky platform Pause + record + rewind Live TV Save power with Auto Standby option Set recordings from mobile and internet Record all episode of your favourite show with Series Link

TATA SKY +HD VS DISH TRU HD

Feature Tata Sky +HD

Dish Tru HD

Pause Record Rewind and Fast Forward radic radicWatch one and Record another channel radic XRecord two channels simultaneously and playback an old recording

radic X

Record Sd and HD content radic radicRemote with DVR functionality comes with the box radic X

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 16

Video on Demand Functionality radic XMedia storage optimized HDD radic X500 GB disk drive Free Approx

4000 additional

WITH TATA SKY YOU ALWAYS DESERVE A LITTLE EXTRA

Not only do we give you the ultimate entertainment experience we also give you a lot of convenience with a few thoughtful touches

Make My Pack ndash With this service you can choose all your favourite channels and create your own pack You can also add channels on an a-la-carte basis to your existing pack as per your choice

12 Months All Inclusive Warranty ndash Your Tata Sky digital box comes with a 12 months all inclusive warranty In this period any issue or complaint with the box will be resolved or the box will be replaced free of cost

Relocation Service ndash if you shift home anywhere in the country simply carry your set top box to the new location Tata Sky installer will visit your new home and install the set top box for you

24x7 customer care ndash in case of any query or complaint you can get in touch with Tata Skyrsquos 24x7 Helpline which is supported in 13 languages

Parental control ndash This features ensures that children watch only suitable programmes It allows you to lock movies based on the rating provided by the channel or even lock the entire channel

Setting Favourite ndash you can select up to 50 channels and position them in order of your preference Pressing the lsquofavrsquo button on the Tata Sky remote allows you to directly go to any of the selected channels

Home ndash Pressing the lsquohomersquo button on the Tata Sky remote keeps you update on everything that Tata Sky has to offer ndash be it new channels service packages

promotion You also get to see your Tata sky account balance and due date INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 17

Brand ambassador

The brand ambassador of TATA SKY is Mr Amir Khan

MARKET SHARE

31

26

23

57

8

DISH TVTATA SKYSUN DTHBIG TVAIRTEL

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 18

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 19

TATA SKY distribution channel-The TATA SKY distribution channel flow from the manufacturing plant by the medium of logistics commercial to the consumer premises or distributor then through distributor to the dealer or to the customer premises

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 20

BRAND

BRAND POSITIONING AND VALUES

POSITIONINGTata Sky is the DTH service provider with the best customer service to ensure no family will ever miss a minute of entertainment and relaxation with loved ones They have positioned the product with the best pricing offered by the competitors in market Moreover they do offer different kind of packages according to the suitability of consumer For example if a person is from south side he will be talking south economy pack which gives channel up to 65 They offer economy pack which gives 74 channel supreme pack give economy pack + music channel Hence they are also positioning its product according to suitability and money of consumerNow Tata Sky has a quarter of the 20 million DTH customers in the country

BRAND MANTRA USED BY COMPANY

ldquoIskolagadala toe life jingalalardquo

This brand function on principle that consumer satisfaction is must if there is consumer satisfaction then there will be overall growth of business considering this mantra they are focusing on youth market by means of co branding like games musicsetc

Factors they primarily focus on

PhysiqueAccess to entertainment World class technology from 1113089SKY1113089 Light weight box

Personality Tata sky completely focuses on Fun and young generation and subsequently enhances trustworthyness

Relationship Making life Jhingalala1113089(complete and fun)Developing Reliability

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 21

Simplicity

Trustworthy Trust and Innovation is the key mantra of Tata sky Having family orientedconcept

Self imageIt is presumed that Tata sky technologies are up-to-date so as a consumereverybody like the updated technologies

BRAND MANAGEMENT OF TATA SKY

REVOLUNISE TELEVISION VIEWINGTATA SKY is offering a variety of channels ranging from entertainment sports movies music news documentation in DVD player and CD quality sound

EXTENSIVE CUSTOMER SERVICE NETWORKIt is using 3000 service engineers in call centers to provide the good service for their customers TATA SKY takes direct responsibility to provide its vouchers hardware through popular consumer electronic stores to enhance customer convenience

OFFERINGTATA SKY offers all popular television channels with local language channels according tothe demand

PARTNERSIt has so many valuable partners for ex TCS THOMSON AND HUMAX world leaders in digital broadcast technology SUN MICROSYSTEMS NDS(leading provider of technology for pay television) etc

INCEPTION AND HERITAGETATA SKY is joint venture between the TATA group and STAR So its providing good experience to its customer through its satellite TV service

TATA BRANDTATA Group is one of Indiarsquos largest and most respected business

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 22

group Itcomprises operating companies in seven business sector Information systems and communications engineering materials services energy consumer products and chemicals

SKY BRANDThe SKY brand owned by the UK based British SKY broad casting group brings to TATA SKY the reputation of more than 20 years experience of satellite broadcasting SKY is well known for the innovative products and services launched by B SKY It is also true that any operator has to acquire 5 to 6 million subscribers who should each pay Rs 300 a month to break even and Tata Sky is about to do that in order to have a remarkable market share in this DTH

Competitive Brands under ConsiderationBasically there are four major players in this DTH service industry These are (1) Tata Sky(2) Dish TV(3) Videocon D2H(4) Reliance Big TV

COMPETITION

7

24

51

18

SUNDISH TVDDTATA SKY

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 23

THEORETICAL BACKGROUND OF THE TOPIC

What is marketing

Marketing is about identifying and meeting human amp social needs one of the shortest good definition of marketing is ldquomeeting needs profitablyrdquo

The American Marketing Association offers the following formal definitionldquoMarketing is an organizational function and a set of processes for creating communicating amp delivering value to customers and for managing customer relationships in ways that benefit the organization and its stake holdersCoping with these exchange processes calls for a considerable amount of work and skillHence ldquomarketing management is the art amp science of choosing target markets and keeping getting amp growing customers through creating delivering and communicating superior customer valuerdquo

Business to customer marketingB2C is an abbreviated term for business to consumer marketing Business to consumer marketing is when a business markets products to a consumer market A consumer is a buyer of products that are not business related B2C products include goods and services such as food clothes cars houses phone services credit repair services etc

What Is Distinctive About B2C Marketing

B2C marketing is considered unique for the simple reason that the industry is able to strike geographical barriers and achieve worldwide audience In addition businesses are able to get to the client base straightforwardly and slash intermediary distributors when the product needs to be distributed using long-established ways B2C marketing also permits companies to cut costs

B2C marketing permits most businesses liberty and autonomy The result is that

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 24

even an undersized home based enterprise is given the chance to go up against

bigger retailers This can be achieved for the reason that the costs implicated in online B2C marketing is not as much as in conventional marketing

Lets say you a small retailer and youre promoting computers using the Internet Because you are a small fish in a big pond it is exceptionally hard for you to establish a marketplace in a conventional way In case you are wondering why well the reason is that you are competing with deep pocket big brand companies They run hundreds if not thousands of ads online in newspapers radio or TV But dont get too sad yet Here comes B2C marketing to your rescue B2C marketing provides each seller a superior chance to prove themselves in the marketplace Well more or less

Direct selling The marketing and selling of products directly to consumers away from a fixed retail location Peddling is the oldest form of direct selling Modern direct selling includes sales made through the party plan one-on-one demonstrations and other personal contact arrangements as well as internet sales The definition is The direct personal presentation demonstration and sale of products and services to consumers usually in their homes or at their jobsrdquo

According to the WFDSA consumers benefit from direct selling because of the convenience and service it provides including personal demonstration and explanation of products home delivery and generous satisfaction guarantees[5] In contrast to franchising the cost for an individual to start an independent direct selling business is typically very low with little or no required inventory or other cash commitments to begin

Direct selling is distinct from direct marketing because it is about individual sales agents reaching and dealing directly with clients Direct marketing is about business organizations seeking a relationship with their customers without going through an agentconsultant or retail outlet Direct selling often but not always uses multi-level marketing (salesperson is paid for selling and for sales made by

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 25

3) High definition + recording box- Tata Sky+ is a premium set-top box-cum-Personal Video Recorder or even known as DVR Digital Video Recorder that allows recording up to 130 hours of live TV recording one programmer while watching another pause fast-forward and rewind a live telecast and review a TV programme Also Tata Sky+ provides service using MPEG-4 digital compression technology

MULTI-TV CONNECTIONSConnect your 2nd 3rd 4th TV also to Tata Sky and enjoy quality viewing All the channels and services you get on your 1st connection will be available on your 2nd TV connection too For a monthly subscription of just INR 160 per month

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 11

Diagram showing how multitv connection work

BENEFITS OF TATASKY VIDEO ON DEMAND-Video on demand (VoD) is Tata Skyrsquos very own video library that offers you choices and convenience like never before

Catch Up TV ndash watch the last five dayrsquos episodes of your favourite shows with Catch Up TV service

Movies ndash Choose from an assortment of evergreen classics and contemporary bollywood movies from a library of almost 1000 digital quality titles across multiple genres and languages

Concerts ndash watch concerts of popular artists like U2 Killers Shania Twain and many more on demand

DIGITAL TV GUIDE-We ensures that you never miss your favorites TV programmes with our guide

By pressing the lsquoGuidersquo button on your remote you get

A 4-day listing of all TV programmes

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 12

Synopsis of every programme Ability to set reminders for up to 50 desired programmes You donrsquot have to go looking for your favourite channels as the channels

numbers always remain constant Audio level maintained are consistent across all the channels for better

viewer experience

EASY RECHARGE-Tata Sky offers a host of easy recharge options Simply walk to any of the 5000+ recharge outlets in Mumbai to recharge your Tata Sky either through a paper or electronic vouchers Alternatively you can also recharge using any of the below mentions medium

Helpline Online Mobile Auto Debit Cheque Payment

Presenting Tata Skyrsquos interactive services Active Music- your music uninterrupted Active English- Enhance your English conversation skills Active Mall- download the latest ringtone Active wizikids- Make your child a genius Active Darshan- Get 24X7 darshan of the following Temples Sai Baba

Mumbai Siddhivinayak Iskon and Vishwanath Active learning- Take daily qizzes covering a range of subjects on your

television Active Stories- Ejoy your favourite story books on television Active Games- Enter the next level of TV games Active Cooking- learn cooking from the master chefs Show Case- Your private multiplex at home

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 13

ACTIVE MUSIC-Active music is a vast library of songs covering a wide range of genres

Hindi hot hits (latest songs) Dance hits (best dance track from 2006 to 2012) Bhakti sagar (devotional songs and aartis) English classics (best songs from 1960 to 2000) English hits (best songs from 2009 to 2011) Marathi Punjabi Gujarati Bengali

One channel dedicated to each genre which assures you non-stop and ad-free music all through the day Select and enjoy up to 4000 full length songs every month

ACTIVE WIZKIDS-Make your child through various fun activities where the child can now learn while having fun

Stories from Ramayana and Mahabharata Science experiments that can be conducted at home Fun art and craft projects Learning games Nursery rhymes in English and vernacular languages Magic Tricks Games featuring cartoon characters from Disney Pogo and Cartoon

Network Quizzes

Every content is refreshed daily and available on-demand

ACTIVE ENGLISH

Enhance your English conversational skills by improving your vocabulary pronunciation spellings and conversational English in day to day situations like PTA meetings malls banks etc

Improve your vocabulary and pronunciation with over 650 words every month

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 14

Practice your spellings through interactive games with 300 new words every month

Interactive episodes explaining how o converse in a particular situation

Revise lessons for the entire weeks in weekends The medium of instruction for this service is hindi Content for this application is provided by British Council

ACTIVE GAMES-Play exciting games on you TV using your Tata Sky remote Get upto to 15 games every month on sports racing action adventure and more

ACTIVE COOKING-Learn cooking recipes from master chefs Tarla Dalal and Sanjeev Kapoor Also watch and learn through video recipes in English Hindi Marathi Gujarati and Kannada Get over 200 recipes from Tiffin Treats Oriental Flavors Cakes and Bakes Mango Mazaa Curries and Sabzi Indian Desserts All this on demand at the press of button

ACTIVE DARSHAN-Get 24x7 live darshan and aarti everyday from

Shirdi Sai Baba Mumbairsquos SiddhiVinayak ISKCON juhu Kashi Vishwanath

Also watch Sri Venkateshwara Bhakti channel as part of the service

SHOWCASE-With showcase enjoy the latest Hollywood and Bollywood blockbusters from the comfort of your home Showcase titles can be ordered once and enjoyed multiple times through the day

Highlights-

Hollywoods and Bollywoods blockbusters right at home Movies in original prints Only a single ad-break Convenient show times

Viewer can watch all shows of the movie booked for that day

WITH TATA SKY +HD

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 15

Enhanced viewing experience with 169 Aspect Ratio Superior sound clarity with 71 Dolby Digital Plus Sound 5 Times sharper picture clarity with 1080i resolution Record all your favourite programmes with 500 GB Hard Disk Video On Demand library with around 1000 titles consisting of movies TV

shows Concerts etc Record the content of one channel while watching another Watch 3D content as and when it is available on Tata Sky platform Pause + record + rewind Live TV Save power with Auto Standby option Set recordings from mobile and internet Record all episode of your favourite show with Series Link

TATA SKY +HD VS DISH TRU HD

Feature Tata Sky +HD

Dish Tru HD

Pause Record Rewind and Fast Forward radic radicWatch one and Record another channel radic XRecord two channels simultaneously and playback an old recording

radic X

Record Sd and HD content radic radicRemote with DVR functionality comes with the box radic X

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 16

Video on Demand Functionality radic XMedia storage optimized HDD radic X500 GB disk drive Free Approx

4000 additional

WITH TATA SKY YOU ALWAYS DESERVE A LITTLE EXTRA

Not only do we give you the ultimate entertainment experience we also give you a lot of convenience with a few thoughtful touches

Make My Pack ndash With this service you can choose all your favourite channels and create your own pack You can also add channels on an a-la-carte basis to your existing pack as per your choice

12 Months All Inclusive Warranty ndash Your Tata Sky digital box comes with a 12 months all inclusive warranty In this period any issue or complaint with the box will be resolved or the box will be replaced free of cost

Relocation Service ndash if you shift home anywhere in the country simply carry your set top box to the new location Tata Sky installer will visit your new home and install the set top box for you

24x7 customer care ndash in case of any query or complaint you can get in touch with Tata Skyrsquos 24x7 Helpline which is supported in 13 languages

Parental control ndash This features ensures that children watch only suitable programmes It allows you to lock movies based on the rating provided by the channel or even lock the entire channel

Setting Favourite ndash you can select up to 50 channels and position them in order of your preference Pressing the lsquofavrsquo button on the Tata Sky remote allows you to directly go to any of the selected channels

Home ndash Pressing the lsquohomersquo button on the Tata Sky remote keeps you update on everything that Tata Sky has to offer ndash be it new channels service packages

promotion You also get to see your Tata sky account balance and due date INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 17

Brand ambassador

The brand ambassador of TATA SKY is Mr Amir Khan

MARKET SHARE

31

26

23

57

8

DISH TVTATA SKYSUN DTHBIG TVAIRTEL

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 18

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 19

TATA SKY distribution channel-The TATA SKY distribution channel flow from the manufacturing plant by the medium of logistics commercial to the consumer premises or distributor then through distributor to the dealer or to the customer premises

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 20

BRAND

BRAND POSITIONING AND VALUES

POSITIONINGTata Sky is the DTH service provider with the best customer service to ensure no family will ever miss a minute of entertainment and relaxation with loved ones They have positioned the product with the best pricing offered by the competitors in market Moreover they do offer different kind of packages according to the suitability of consumer For example if a person is from south side he will be talking south economy pack which gives channel up to 65 They offer economy pack which gives 74 channel supreme pack give economy pack + music channel Hence they are also positioning its product according to suitability and money of consumerNow Tata Sky has a quarter of the 20 million DTH customers in the country

BRAND MANTRA USED BY COMPANY

ldquoIskolagadala toe life jingalalardquo

This brand function on principle that consumer satisfaction is must if there is consumer satisfaction then there will be overall growth of business considering this mantra they are focusing on youth market by means of co branding like games musicsetc

Factors they primarily focus on

PhysiqueAccess to entertainment World class technology from 1113089SKY1113089 Light weight box

Personality Tata sky completely focuses on Fun and young generation and subsequently enhances trustworthyness

Relationship Making life Jhingalala1113089(complete and fun)Developing Reliability

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 21

Simplicity

Trustworthy Trust and Innovation is the key mantra of Tata sky Having family orientedconcept

Self imageIt is presumed that Tata sky technologies are up-to-date so as a consumereverybody like the updated technologies

BRAND MANAGEMENT OF TATA SKY

REVOLUNISE TELEVISION VIEWINGTATA SKY is offering a variety of channels ranging from entertainment sports movies music news documentation in DVD player and CD quality sound

EXTENSIVE CUSTOMER SERVICE NETWORKIt is using 3000 service engineers in call centers to provide the good service for their customers TATA SKY takes direct responsibility to provide its vouchers hardware through popular consumer electronic stores to enhance customer convenience

OFFERINGTATA SKY offers all popular television channels with local language channels according tothe demand

PARTNERSIt has so many valuable partners for ex TCS THOMSON AND HUMAX world leaders in digital broadcast technology SUN MICROSYSTEMS NDS(leading provider of technology for pay television) etc

INCEPTION AND HERITAGETATA SKY is joint venture between the TATA group and STAR So its providing good experience to its customer through its satellite TV service

TATA BRANDTATA Group is one of Indiarsquos largest and most respected business

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 22

group Itcomprises operating companies in seven business sector Information systems and communications engineering materials services energy consumer products and chemicals

SKY BRANDThe SKY brand owned by the UK based British SKY broad casting group brings to TATA SKY the reputation of more than 20 years experience of satellite broadcasting SKY is well known for the innovative products and services launched by B SKY It is also true that any operator has to acquire 5 to 6 million subscribers who should each pay Rs 300 a month to break even and Tata Sky is about to do that in order to have a remarkable market share in this DTH

Competitive Brands under ConsiderationBasically there are four major players in this DTH service industry These are (1) Tata Sky(2) Dish TV(3) Videocon D2H(4) Reliance Big TV

COMPETITION

7

24

51

18

SUNDISH TVDDTATA SKY

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 23

THEORETICAL BACKGROUND OF THE TOPIC

What is marketing

Marketing is about identifying and meeting human amp social needs one of the shortest good definition of marketing is ldquomeeting needs profitablyrdquo

The American Marketing Association offers the following formal definitionldquoMarketing is an organizational function and a set of processes for creating communicating amp delivering value to customers and for managing customer relationships in ways that benefit the organization and its stake holdersCoping with these exchange processes calls for a considerable amount of work and skillHence ldquomarketing management is the art amp science of choosing target markets and keeping getting amp growing customers through creating delivering and communicating superior customer valuerdquo

Business to customer marketingB2C is an abbreviated term for business to consumer marketing Business to consumer marketing is when a business markets products to a consumer market A consumer is a buyer of products that are not business related B2C products include goods and services such as food clothes cars houses phone services credit repair services etc

What Is Distinctive About B2C Marketing

B2C marketing is considered unique for the simple reason that the industry is able to strike geographical barriers and achieve worldwide audience In addition businesses are able to get to the client base straightforwardly and slash intermediary distributors when the product needs to be distributed using long-established ways B2C marketing also permits companies to cut costs

B2C marketing permits most businesses liberty and autonomy The result is that

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 24

even an undersized home based enterprise is given the chance to go up against

bigger retailers This can be achieved for the reason that the costs implicated in online B2C marketing is not as much as in conventional marketing

Lets say you a small retailer and youre promoting computers using the Internet Because you are a small fish in a big pond it is exceptionally hard for you to establish a marketplace in a conventional way In case you are wondering why well the reason is that you are competing with deep pocket big brand companies They run hundreds if not thousands of ads online in newspapers radio or TV But dont get too sad yet Here comes B2C marketing to your rescue B2C marketing provides each seller a superior chance to prove themselves in the marketplace Well more or less

Direct selling The marketing and selling of products directly to consumers away from a fixed retail location Peddling is the oldest form of direct selling Modern direct selling includes sales made through the party plan one-on-one demonstrations and other personal contact arrangements as well as internet sales The definition is The direct personal presentation demonstration and sale of products and services to consumers usually in their homes or at their jobsrdquo

According to the WFDSA consumers benefit from direct selling because of the convenience and service it provides including personal demonstration and explanation of products home delivery and generous satisfaction guarantees[5] In contrast to franchising the cost for an individual to start an independent direct selling business is typically very low with little or no required inventory or other cash commitments to begin

Direct selling is distinct from direct marketing because it is about individual sales agents reaching and dealing directly with clients Direct marketing is about business organizations seeking a relationship with their customers without going through an agentconsultant or retail outlet Direct selling often but not always uses multi-level marketing (salesperson is paid for selling and for sales made by

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 25

Diagram showing how multitv connection work

BENEFITS OF TATASKY VIDEO ON DEMAND-Video on demand (VoD) is Tata Skyrsquos very own video library that offers you choices and convenience like never before

Catch Up TV ndash watch the last five dayrsquos episodes of your favourite shows with Catch Up TV service

Movies ndash Choose from an assortment of evergreen classics and contemporary bollywood movies from a library of almost 1000 digital quality titles across multiple genres and languages

Concerts ndash watch concerts of popular artists like U2 Killers Shania Twain and many more on demand

DIGITAL TV GUIDE-We ensures that you never miss your favorites TV programmes with our guide

By pressing the lsquoGuidersquo button on your remote you get

A 4-day listing of all TV programmes

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 12

Synopsis of every programme Ability to set reminders for up to 50 desired programmes You donrsquot have to go looking for your favourite channels as the channels

numbers always remain constant Audio level maintained are consistent across all the channels for better

viewer experience

EASY RECHARGE-Tata Sky offers a host of easy recharge options Simply walk to any of the 5000+ recharge outlets in Mumbai to recharge your Tata Sky either through a paper or electronic vouchers Alternatively you can also recharge using any of the below mentions medium

Helpline Online Mobile Auto Debit Cheque Payment

Presenting Tata Skyrsquos interactive services Active Music- your music uninterrupted Active English- Enhance your English conversation skills Active Mall- download the latest ringtone Active wizikids- Make your child a genius Active Darshan- Get 24X7 darshan of the following Temples Sai Baba

Mumbai Siddhivinayak Iskon and Vishwanath Active learning- Take daily qizzes covering a range of subjects on your

television Active Stories- Ejoy your favourite story books on television Active Games- Enter the next level of TV games Active Cooking- learn cooking from the master chefs Show Case- Your private multiplex at home

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 13

ACTIVE MUSIC-Active music is a vast library of songs covering a wide range of genres

Hindi hot hits (latest songs) Dance hits (best dance track from 2006 to 2012) Bhakti sagar (devotional songs and aartis) English classics (best songs from 1960 to 2000) English hits (best songs from 2009 to 2011) Marathi Punjabi Gujarati Bengali

One channel dedicated to each genre which assures you non-stop and ad-free music all through the day Select and enjoy up to 4000 full length songs every month

ACTIVE WIZKIDS-Make your child through various fun activities where the child can now learn while having fun

Stories from Ramayana and Mahabharata Science experiments that can be conducted at home Fun art and craft projects Learning games Nursery rhymes in English and vernacular languages Magic Tricks Games featuring cartoon characters from Disney Pogo and Cartoon

Network Quizzes

Every content is refreshed daily and available on-demand

ACTIVE ENGLISH

Enhance your English conversational skills by improving your vocabulary pronunciation spellings and conversational English in day to day situations like PTA meetings malls banks etc

Improve your vocabulary and pronunciation with over 650 words every month

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 14

Practice your spellings through interactive games with 300 new words every month

Interactive episodes explaining how o converse in a particular situation

Revise lessons for the entire weeks in weekends The medium of instruction for this service is hindi Content for this application is provided by British Council

ACTIVE GAMES-Play exciting games on you TV using your Tata Sky remote Get upto to 15 games every month on sports racing action adventure and more

ACTIVE COOKING-Learn cooking recipes from master chefs Tarla Dalal and Sanjeev Kapoor Also watch and learn through video recipes in English Hindi Marathi Gujarati and Kannada Get over 200 recipes from Tiffin Treats Oriental Flavors Cakes and Bakes Mango Mazaa Curries and Sabzi Indian Desserts All this on demand at the press of button

ACTIVE DARSHAN-Get 24x7 live darshan and aarti everyday from

Shirdi Sai Baba Mumbairsquos SiddhiVinayak ISKCON juhu Kashi Vishwanath

Also watch Sri Venkateshwara Bhakti channel as part of the service

SHOWCASE-With showcase enjoy the latest Hollywood and Bollywood blockbusters from the comfort of your home Showcase titles can be ordered once and enjoyed multiple times through the day

Highlights-

Hollywoods and Bollywoods blockbusters right at home Movies in original prints Only a single ad-break Convenient show times

Viewer can watch all shows of the movie booked for that day

WITH TATA SKY +HD

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 15

Enhanced viewing experience with 169 Aspect Ratio Superior sound clarity with 71 Dolby Digital Plus Sound 5 Times sharper picture clarity with 1080i resolution Record all your favourite programmes with 500 GB Hard Disk Video On Demand library with around 1000 titles consisting of movies TV

shows Concerts etc Record the content of one channel while watching another Watch 3D content as and when it is available on Tata Sky platform Pause + record + rewind Live TV Save power with Auto Standby option Set recordings from mobile and internet Record all episode of your favourite show with Series Link

TATA SKY +HD VS DISH TRU HD

Feature Tata Sky +HD

Dish Tru HD

Pause Record Rewind and Fast Forward radic radicWatch one and Record another channel radic XRecord two channels simultaneously and playback an old recording

radic X

Record Sd and HD content radic radicRemote with DVR functionality comes with the box radic X

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 16

Video on Demand Functionality radic XMedia storage optimized HDD radic X500 GB disk drive Free Approx

4000 additional

WITH TATA SKY YOU ALWAYS DESERVE A LITTLE EXTRA

Not only do we give you the ultimate entertainment experience we also give you a lot of convenience with a few thoughtful touches

Make My Pack ndash With this service you can choose all your favourite channels and create your own pack You can also add channels on an a-la-carte basis to your existing pack as per your choice

12 Months All Inclusive Warranty ndash Your Tata Sky digital box comes with a 12 months all inclusive warranty In this period any issue or complaint with the box will be resolved or the box will be replaced free of cost

Relocation Service ndash if you shift home anywhere in the country simply carry your set top box to the new location Tata Sky installer will visit your new home and install the set top box for you

24x7 customer care ndash in case of any query or complaint you can get in touch with Tata Skyrsquos 24x7 Helpline which is supported in 13 languages

Parental control ndash This features ensures that children watch only suitable programmes It allows you to lock movies based on the rating provided by the channel or even lock the entire channel

Setting Favourite ndash you can select up to 50 channels and position them in order of your preference Pressing the lsquofavrsquo button on the Tata Sky remote allows you to directly go to any of the selected channels

Home ndash Pressing the lsquohomersquo button on the Tata Sky remote keeps you update on everything that Tata Sky has to offer ndash be it new channels service packages

promotion You also get to see your Tata sky account balance and due date INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 17

Brand ambassador

The brand ambassador of TATA SKY is Mr Amir Khan

MARKET SHARE

31

26

23

57

8

DISH TVTATA SKYSUN DTHBIG TVAIRTEL

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 18

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 19

TATA SKY distribution channel-The TATA SKY distribution channel flow from the manufacturing plant by the medium of logistics commercial to the consumer premises or distributor then through distributor to the dealer or to the customer premises

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 20

BRAND

BRAND POSITIONING AND VALUES

POSITIONINGTata Sky is the DTH service provider with the best customer service to ensure no family will ever miss a minute of entertainment and relaxation with loved ones They have positioned the product with the best pricing offered by the competitors in market Moreover they do offer different kind of packages according to the suitability of consumer For example if a person is from south side he will be talking south economy pack which gives channel up to 65 They offer economy pack which gives 74 channel supreme pack give economy pack + music channel Hence they are also positioning its product according to suitability and money of consumerNow Tata Sky has a quarter of the 20 million DTH customers in the country

BRAND MANTRA USED BY COMPANY

ldquoIskolagadala toe life jingalalardquo

This brand function on principle that consumer satisfaction is must if there is consumer satisfaction then there will be overall growth of business considering this mantra they are focusing on youth market by means of co branding like games musicsetc

Factors they primarily focus on

PhysiqueAccess to entertainment World class technology from 1113089SKY1113089 Light weight box

Personality Tata sky completely focuses on Fun and young generation and subsequently enhances trustworthyness

Relationship Making life Jhingalala1113089(complete and fun)Developing Reliability

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 21

Simplicity

Trustworthy Trust and Innovation is the key mantra of Tata sky Having family orientedconcept

Self imageIt is presumed that Tata sky technologies are up-to-date so as a consumereverybody like the updated technologies

BRAND MANAGEMENT OF TATA SKY

REVOLUNISE TELEVISION VIEWINGTATA SKY is offering a variety of channels ranging from entertainment sports movies music news documentation in DVD player and CD quality sound

EXTENSIVE CUSTOMER SERVICE NETWORKIt is using 3000 service engineers in call centers to provide the good service for their customers TATA SKY takes direct responsibility to provide its vouchers hardware through popular consumer electronic stores to enhance customer convenience

OFFERINGTATA SKY offers all popular television channels with local language channels according tothe demand

PARTNERSIt has so many valuable partners for ex TCS THOMSON AND HUMAX world leaders in digital broadcast technology SUN MICROSYSTEMS NDS(leading provider of technology for pay television) etc

INCEPTION AND HERITAGETATA SKY is joint venture between the TATA group and STAR So its providing good experience to its customer through its satellite TV service

TATA BRANDTATA Group is one of Indiarsquos largest and most respected business

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 22

group Itcomprises operating companies in seven business sector Information systems and communications engineering materials services energy consumer products and chemicals

SKY BRANDThe SKY brand owned by the UK based British SKY broad casting group brings to TATA SKY the reputation of more than 20 years experience of satellite broadcasting SKY is well known for the innovative products and services launched by B SKY It is also true that any operator has to acquire 5 to 6 million subscribers who should each pay Rs 300 a month to break even and Tata Sky is about to do that in order to have a remarkable market share in this DTH

Competitive Brands under ConsiderationBasically there are four major players in this DTH service industry These are (1) Tata Sky(2) Dish TV(3) Videocon D2H(4) Reliance Big TV

COMPETITION

7

24

51

18

SUNDISH TVDDTATA SKY

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 23

THEORETICAL BACKGROUND OF THE TOPIC

What is marketing

Marketing is about identifying and meeting human amp social needs one of the shortest good definition of marketing is ldquomeeting needs profitablyrdquo

The American Marketing Association offers the following formal definitionldquoMarketing is an organizational function and a set of processes for creating communicating amp delivering value to customers and for managing customer relationships in ways that benefit the organization and its stake holdersCoping with these exchange processes calls for a considerable amount of work and skillHence ldquomarketing management is the art amp science of choosing target markets and keeping getting amp growing customers through creating delivering and communicating superior customer valuerdquo

Business to customer marketingB2C is an abbreviated term for business to consumer marketing Business to consumer marketing is when a business markets products to a consumer market A consumer is a buyer of products that are not business related B2C products include goods and services such as food clothes cars houses phone services credit repair services etc

What Is Distinctive About B2C Marketing

B2C marketing is considered unique for the simple reason that the industry is able to strike geographical barriers and achieve worldwide audience In addition businesses are able to get to the client base straightforwardly and slash intermediary distributors when the product needs to be distributed using long-established ways B2C marketing also permits companies to cut costs

B2C marketing permits most businesses liberty and autonomy The result is that

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 24

even an undersized home based enterprise is given the chance to go up against

bigger retailers This can be achieved for the reason that the costs implicated in online B2C marketing is not as much as in conventional marketing

Lets say you a small retailer and youre promoting computers using the Internet Because you are a small fish in a big pond it is exceptionally hard for you to establish a marketplace in a conventional way In case you are wondering why well the reason is that you are competing with deep pocket big brand companies They run hundreds if not thousands of ads online in newspapers radio or TV But dont get too sad yet Here comes B2C marketing to your rescue B2C marketing provides each seller a superior chance to prove themselves in the marketplace Well more or less

Direct selling The marketing and selling of products directly to consumers away from a fixed retail location Peddling is the oldest form of direct selling Modern direct selling includes sales made through the party plan one-on-one demonstrations and other personal contact arrangements as well as internet sales The definition is The direct personal presentation demonstration and sale of products and services to consumers usually in their homes or at their jobsrdquo

According to the WFDSA consumers benefit from direct selling because of the convenience and service it provides including personal demonstration and explanation of products home delivery and generous satisfaction guarantees[5] In contrast to franchising the cost for an individual to start an independent direct selling business is typically very low with little or no required inventory or other cash commitments to begin

Direct selling is distinct from direct marketing because it is about individual sales agents reaching and dealing directly with clients Direct marketing is about business organizations seeking a relationship with their customers without going through an agentconsultant or retail outlet Direct selling often but not always uses multi-level marketing (salesperson is paid for selling and for sales made by

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 25

Synopsis of every programme Ability to set reminders for up to 50 desired programmes You donrsquot have to go looking for your favourite channels as the channels

numbers always remain constant Audio level maintained are consistent across all the channels for better

viewer experience

EASY RECHARGE-Tata Sky offers a host of easy recharge options Simply walk to any of the 5000+ recharge outlets in Mumbai to recharge your Tata Sky either through a paper or electronic vouchers Alternatively you can also recharge using any of the below mentions medium

Helpline Online Mobile Auto Debit Cheque Payment

Presenting Tata Skyrsquos interactive services Active Music- your music uninterrupted Active English- Enhance your English conversation skills Active Mall- download the latest ringtone Active wizikids- Make your child a genius Active Darshan- Get 24X7 darshan of the following Temples Sai Baba

Mumbai Siddhivinayak Iskon and Vishwanath Active learning- Take daily qizzes covering a range of subjects on your

television Active Stories- Ejoy your favourite story books on television Active Games- Enter the next level of TV games Active Cooking- learn cooking from the master chefs Show Case- Your private multiplex at home

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 13

ACTIVE MUSIC-Active music is a vast library of songs covering a wide range of genres

Hindi hot hits (latest songs) Dance hits (best dance track from 2006 to 2012) Bhakti sagar (devotional songs and aartis) English classics (best songs from 1960 to 2000) English hits (best songs from 2009 to 2011) Marathi Punjabi Gujarati Bengali

One channel dedicated to each genre which assures you non-stop and ad-free music all through the day Select and enjoy up to 4000 full length songs every month

ACTIVE WIZKIDS-Make your child through various fun activities where the child can now learn while having fun

Stories from Ramayana and Mahabharata Science experiments that can be conducted at home Fun art and craft projects Learning games Nursery rhymes in English and vernacular languages Magic Tricks Games featuring cartoon characters from Disney Pogo and Cartoon

Network Quizzes

Every content is refreshed daily and available on-demand

ACTIVE ENGLISH

Enhance your English conversational skills by improving your vocabulary pronunciation spellings and conversational English in day to day situations like PTA meetings malls banks etc

Improve your vocabulary and pronunciation with over 650 words every month

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 14

Practice your spellings through interactive games with 300 new words every month

Interactive episodes explaining how o converse in a particular situation

Revise lessons for the entire weeks in weekends The medium of instruction for this service is hindi Content for this application is provided by British Council

ACTIVE GAMES-Play exciting games on you TV using your Tata Sky remote Get upto to 15 games every month on sports racing action adventure and more

ACTIVE COOKING-Learn cooking recipes from master chefs Tarla Dalal and Sanjeev Kapoor Also watch and learn through video recipes in English Hindi Marathi Gujarati and Kannada Get over 200 recipes from Tiffin Treats Oriental Flavors Cakes and Bakes Mango Mazaa Curries and Sabzi Indian Desserts All this on demand at the press of button

ACTIVE DARSHAN-Get 24x7 live darshan and aarti everyday from

Shirdi Sai Baba Mumbairsquos SiddhiVinayak ISKCON juhu Kashi Vishwanath

Also watch Sri Venkateshwara Bhakti channel as part of the service

SHOWCASE-With showcase enjoy the latest Hollywood and Bollywood blockbusters from the comfort of your home Showcase titles can be ordered once and enjoyed multiple times through the day

Highlights-

Hollywoods and Bollywoods blockbusters right at home Movies in original prints Only a single ad-break Convenient show times

Viewer can watch all shows of the movie booked for that day

WITH TATA SKY +HD

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 15

Enhanced viewing experience with 169 Aspect Ratio Superior sound clarity with 71 Dolby Digital Plus Sound 5 Times sharper picture clarity with 1080i resolution Record all your favourite programmes with 500 GB Hard Disk Video On Demand library with around 1000 titles consisting of movies TV

shows Concerts etc Record the content of one channel while watching another Watch 3D content as and when it is available on Tata Sky platform Pause + record + rewind Live TV Save power with Auto Standby option Set recordings from mobile and internet Record all episode of your favourite show with Series Link

TATA SKY +HD VS DISH TRU HD

Feature Tata Sky +HD

Dish Tru HD

Pause Record Rewind and Fast Forward radic radicWatch one and Record another channel radic XRecord two channels simultaneously and playback an old recording

radic X

Record Sd and HD content radic radicRemote with DVR functionality comes with the box radic X

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 16

Video on Demand Functionality radic XMedia storage optimized HDD radic X500 GB disk drive Free Approx

4000 additional

WITH TATA SKY YOU ALWAYS DESERVE A LITTLE EXTRA

Not only do we give you the ultimate entertainment experience we also give you a lot of convenience with a few thoughtful touches

Make My Pack ndash With this service you can choose all your favourite channels and create your own pack You can also add channels on an a-la-carte basis to your existing pack as per your choice

12 Months All Inclusive Warranty ndash Your Tata Sky digital box comes with a 12 months all inclusive warranty In this period any issue or complaint with the box will be resolved or the box will be replaced free of cost

Relocation Service ndash if you shift home anywhere in the country simply carry your set top box to the new location Tata Sky installer will visit your new home and install the set top box for you

24x7 customer care ndash in case of any query or complaint you can get in touch with Tata Skyrsquos 24x7 Helpline which is supported in 13 languages

Parental control ndash This features ensures that children watch only suitable programmes It allows you to lock movies based on the rating provided by the channel or even lock the entire channel

Setting Favourite ndash you can select up to 50 channels and position them in order of your preference Pressing the lsquofavrsquo button on the Tata Sky remote allows you to directly go to any of the selected channels

Home ndash Pressing the lsquohomersquo button on the Tata Sky remote keeps you update on everything that Tata Sky has to offer ndash be it new channels service packages

promotion You also get to see your Tata sky account balance and due date INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 17

Brand ambassador

The brand ambassador of TATA SKY is Mr Amir Khan

MARKET SHARE

31

26

23

57

8

DISH TVTATA SKYSUN DTHBIG TVAIRTEL

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 18

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 19

TATA SKY distribution channel-The TATA SKY distribution channel flow from the manufacturing plant by the medium of logistics commercial to the consumer premises or distributor then through distributor to the dealer or to the customer premises

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 20

BRAND

BRAND POSITIONING AND VALUES

POSITIONINGTata Sky is the DTH service provider with the best customer service to ensure no family will ever miss a minute of entertainment and relaxation with loved ones They have positioned the product with the best pricing offered by the competitors in market Moreover they do offer different kind of packages according to the suitability of consumer For example if a person is from south side he will be talking south economy pack which gives channel up to 65 They offer economy pack which gives 74 channel supreme pack give economy pack + music channel Hence they are also positioning its product according to suitability and money of consumerNow Tata Sky has a quarter of the 20 million DTH customers in the country

BRAND MANTRA USED BY COMPANY

ldquoIskolagadala toe life jingalalardquo

This brand function on principle that consumer satisfaction is must if there is consumer satisfaction then there will be overall growth of business considering this mantra they are focusing on youth market by means of co branding like games musicsetc

Factors they primarily focus on

PhysiqueAccess to entertainment World class technology from 1113089SKY1113089 Light weight box

Personality Tata sky completely focuses on Fun and young generation and subsequently enhances trustworthyness

Relationship Making life Jhingalala1113089(complete and fun)Developing Reliability

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 21

Simplicity

Trustworthy Trust and Innovation is the key mantra of Tata sky Having family orientedconcept

Self imageIt is presumed that Tata sky technologies are up-to-date so as a consumereverybody like the updated technologies

BRAND MANAGEMENT OF TATA SKY

REVOLUNISE TELEVISION VIEWINGTATA SKY is offering a variety of channels ranging from entertainment sports movies music news documentation in DVD player and CD quality sound

EXTENSIVE CUSTOMER SERVICE NETWORKIt is using 3000 service engineers in call centers to provide the good service for their customers TATA SKY takes direct responsibility to provide its vouchers hardware through popular consumer electronic stores to enhance customer convenience

OFFERINGTATA SKY offers all popular television channels with local language channels according tothe demand

PARTNERSIt has so many valuable partners for ex TCS THOMSON AND HUMAX world leaders in digital broadcast technology SUN MICROSYSTEMS NDS(leading provider of technology for pay television) etc

INCEPTION AND HERITAGETATA SKY is joint venture between the TATA group and STAR So its providing good experience to its customer through its satellite TV service

TATA BRANDTATA Group is one of Indiarsquos largest and most respected business

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 22

group Itcomprises operating companies in seven business sector Information systems and communications engineering materials services energy consumer products and chemicals

SKY BRANDThe SKY brand owned by the UK based British SKY broad casting group brings to TATA SKY the reputation of more than 20 years experience of satellite broadcasting SKY is well known for the innovative products and services launched by B SKY It is also true that any operator has to acquire 5 to 6 million subscribers who should each pay Rs 300 a month to break even and Tata Sky is about to do that in order to have a remarkable market share in this DTH

Competitive Brands under ConsiderationBasically there are four major players in this DTH service industry These are (1) Tata Sky(2) Dish TV(3) Videocon D2H(4) Reliance Big TV

COMPETITION

7

24

51

18

SUNDISH TVDDTATA SKY

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 23

THEORETICAL BACKGROUND OF THE TOPIC

What is marketing

Marketing is about identifying and meeting human amp social needs one of the shortest good definition of marketing is ldquomeeting needs profitablyrdquo

The American Marketing Association offers the following formal definitionldquoMarketing is an organizational function and a set of processes for creating communicating amp delivering value to customers and for managing customer relationships in ways that benefit the organization and its stake holdersCoping with these exchange processes calls for a considerable amount of work and skillHence ldquomarketing management is the art amp science of choosing target markets and keeping getting amp growing customers through creating delivering and communicating superior customer valuerdquo

Business to customer marketingB2C is an abbreviated term for business to consumer marketing Business to consumer marketing is when a business markets products to a consumer market A consumer is a buyer of products that are not business related B2C products include goods and services such as food clothes cars houses phone services credit repair services etc

What Is Distinctive About B2C Marketing

B2C marketing is considered unique for the simple reason that the industry is able to strike geographical barriers and achieve worldwide audience In addition businesses are able to get to the client base straightforwardly and slash intermediary distributors when the product needs to be distributed using long-established ways B2C marketing also permits companies to cut costs

B2C marketing permits most businesses liberty and autonomy The result is that

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 24

even an undersized home based enterprise is given the chance to go up against

bigger retailers This can be achieved for the reason that the costs implicated in online B2C marketing is not as much as in conventional marketing

Lets say you a small retailer and youre promoting computers using the Internet Because you are a small fish in a big pond it is exceptionally hard for you to establish a marketplace in a conventional way In case you are wondering why well the reason is that you are competing with deep pocket big brand companies They run hundreds if not thousands of ads online in newspapers radio or TV But dont get too sad yet Here comes B2C marketing to your rescue B2C marketing provides each seller a superior chance to prove themselves in the marketplace Well more or less

Direct selling The marketing and selling of products directly to consumers away from a fixed retail location Peddling is the oldest form of direct selling Modern direct selling includes sales made through the party plan one-on-one demonstrations and other personal contact arrangements as well as internet sales The definition is The direct personal presentation demonstration and sale of products and services to consumers usually in their homes or at their jobsrdquo

According to the WFDSA consumers benefit from direct selling because of the convenience and service it provides including personal demonstration and explanation of products home delivery and generous satisfaction guarantees[5] In contrast to franchising the cost for an individual to start an independent direct selling business is typically very low with little or no required inventory or other cash commitments to begin

Direct selling is distinct from direct marketing because it is about individual sales agents reaching and dealing directly with clients Direct marketing is about business organizations seeking a relationship with their customers without going through an agentconsultant or retail outlet Direct selling often but not always uses multi-level marketing (salesperson is paid for selling and for sales made by

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 25

ACTIVE MUSIC-Active music is a vast library of songs covering a wide range of genres

Hindi hot hits (latest songs) Dance hits (best dance track from 2006 to 2012) Bhakti sagar (devotional songs and aartis) English classics (best songs from 1960 to 2000) English hits (best songs from 2009 to 2011) Marathi Punjabi Gujarati Bengali

One channel dedicated to each genre which assures you non-stop and ad-free music all through the day Select and enjoy up to 4000 full length songs every month

ACTIVE WIZKIDS-Make your child through various fun activities where the child can now learn while having fun

Stories from Ramayana and Mahabharata Science experiments that can be conducted at home Fun art and craft projects Learning games Nursery rhymes in English and vernacular languages Magic Tricks Games featuring cartoon characters from Disney Pogo and Cartoon

Network Quizzes

Every content is refreshed daily and available on-demand

ACTIVE ENGLISH

Enhance your English conversational skills by improving your vocabulary pronunciation spellings and conversational English in day to day situations like PTA meetings malls banks etc

Improve your vocabulary and pronunciation with over 650 words every month

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 14

Practice your spellings through interactive games with 300 new words every month

Interactive episodes explaining how o converse in a particular situation

Revise lessons for the entire weeks in weekends The medium of instruction for this service is hindi Content for this application is provided by British Council

ACTIVE GAMES-Play exciting games on you TV using your Tata Sky remote Get upto to 15 games every month on sports racing action adventure and more

ACTIVE COOKING-Learn cooking recipes from master chefs Tarla Dalal and Sanjeev Kapoor Also watch and learn through video recipes in English Hindi Marathi Gujarati and Kannada Get over 200 recipes from Tiffin Treats Oriental Flavors Cakes and Bakes Mango Mazaa Curries and Sabzi Indian Desserts All this on demand at the press of button

ACTIVE DARSHAN-Get 24x7 live darshan and aarti everyday from

Shirdi Sai Baba Mumbairsquos SiddhiVinayak ISKCON juhu Kashi Vishwanath

Also watch Sri Venkateshwara Bhakti channel as part of the service

SHOWCASE-With showcase enjoy the latest Hollywood and Bollywood blockbusters from the comfort of your home Showcase titles can be ordered once and enjoyed multiple times through the day

Highlights-

Hollywoods and Bollywoods blockbusters right at home Movies in original prints Only a single ad-break Convenient show times

Viewer can watch all shows of the movie booked for that day

WITH TATA SKY +HD

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 15

Enhanced viewing experience with 169 Aspect Ratio Superior sound clarity with 71 Dolby Digital Plus Sound 5 Times sharper picture clarity with 1080i resolution Record all your favourite programmes with 500 GB Hard Disk Video On Demand library with around 1000 titles consisting of movies TV

shows Concerts etc Record the content of one channel while watching another Watch 3D content as and when it is available on Tata Sky platform Pause + record + rewind Live TV Save power with Auto Standby option Set recordings from mobile and internet Record all episode of your favourite show with Series Link

TATA SKY +HD VS DISH TRU HD

Feature Tata Sky +HD

Dish Tru HD

Pause Record Rewind and Fast Forward radic radicWatch one and Record another channel radic XRecord two channels simultaneously and playback an old recording

radic X

Record Sd and HD content radic radicRemote with DVR functionality comes with the box radic X

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 16

Video on Demand Functionality radic XMedia storage optimized HDD radic X500 GB disk drive Free Approx

4000 additional

WITH TATA SKY YOU ALWAYS DESERVE A LITTLE EXTRA

Not only do we give you the ultimate entertainment experience we also give you a lot of convenience with a few thoughtful touches

Make My Pack ndash With this service you can choose all your favourite channels and create your own pack You can also add channels on an a-la-carte basis to your existing pack as per your choice

12 Months All Inclusive Warranty ndash Your Tata Sky digital box comes with a 12 months all inclusive warranty In this period any issue or complaint with the box will be resolved or the box will be replaced free of cost

Relocation Service ndash if you shift home anywhere in the country simply carry your set top box to the new location Tata Sky installer will visit your new home and install the set top box for you

24x7 customer care ndash in case of any query or complaint you can get in touch with Tata Skyrsquos 24x7 Helpline which is supported in 13 languages

Parental control ndash This features ensures that children watch only suitable programmes It allows you to lock movies based on the rating provided by the channel or even lock the entire channel

Setting Favourite ndash you can select up to 50 channels and position them in order of your preference Pressing the lsquofavrsquo button on the Tata Sky remote allows you to directly go to any of the selected channels

Home ndash Pressing the lsquohomersquo button on the Tata Sky remote keeps you update on everything that Tata Sky has to offer ndash be it new channels service packages

promotion You also get to see your Tata sky account balance and due date INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 17

Brand ambassador

The brand ambassador of TATA SKY is Mr Amir Khan

MARKET SHARE

31

26

23

57

8

DISH TVTATA SKYSUN DTHBIG TVAIRTEL

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 18

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 19

TATA SKY distribution channel-The TATA SKY distribution channel flow from the manufacturing plant by the medium of logistics commercial to the consumer premises or distributor then through distributor to the dealer or to the customer premises

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 20

BRAND

BRAND POSITIONING AND VALUES

POSITIONINGTata Sky is the DTH service provider with the best customer service to ensure no family will ever miss a minute of entertainment and relaxation with loved ones They have positioned the product with the best pricing offered by the competitors in market Moreover they do offer different kind of packages according to the suitability of consumer For example if a person is from south side he will be talking south economy pack which gives channel up to 65 They offer economy pack which gives 74 channel supreme pack give economy pack + music channel Hence they are also positioning its product according to suitability and money of consumerNow Tata Sky has a quarter of the 20 million DTH customers in the country

BRAND MANTRA USED BY COMPANY

ldquoIskolagadala toe life jingalalardquo

This brand function on principle that consumer satisfaction is must if there is consumer satisfaction then there will be overall growth of business considering this mantra they are focusing on youth market by means of co branding like games musicsetc

Factors they primarily focus on

PhysiqueAccess to entertainment World class technology from 1113089SKY1113089 Light weight box

Personality Tata sky completely focuses on Fun and young generation and subsequently enhances trustworthyness

Relationship Making life Jhingalala1113089(complete and fun)Developing Reliability

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 21

Simplicity

Trustworthy Trust and Innovation is the key mantra of Tata sky Having family orientedconcept

Self imageIt is presumed that Tata sky technologies are up-to-date so as a consumereverybody like the updated technologies

BRAND MANAGEMENT OF TATA SKY

REVOLUNISE TELEVISION VIEWINGTATA SKY is offering a variety of channels ranging from entertainment sports movies music news documentation in DVD player and CD quality sound

EXTENSIVE CUSTOMER SERVICE NETWORKIt is using 3000 service engineers in call centers to provide the good service for their customers TATA SKY takes direct responsibility to provide its vouchers hardware through popular consumer electronic stores to enhance customer convenience

OFFERINGTATA SKY offers all popular television channels with local language channels according tothe demand

PARTNERSIt has so many valuable partners for ex TCS THOMSON AND HUMAX world leaders in digital broadcast technology SUN MICROSYSTEMS NDS(leading provider of technology for pay television) etc

INCEPTION AND HERITAGETATA SKY is joint venture between the TATA group and STAR So its providing good experience to its customer through its satellite TV service

TATA BRANDTATA Group is one of Indiarsquos largest and most respected business

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 22

group Itcomprises operating companies in seven business sector Information systems and communications engineering materials services energy consumer products and chemicals

SKY BRANDThe SKY brand owned by the UK based British SKY broad casting group brings to TATA SKY the reputation of more than 20 years experience of satellite broadcasting SKY is well known for the innovative products and services launched by B SKY It is also true that any operator has to acquire 5 to 6 million subscribers who should each pay Rs 300 a month to break even and Tata Sky is about to do that in order to have a remarkable market share in this DTH

Competitive Brands under ConsiderationBasically there are four major players in this DTH service industry These are (1) Tata Sky(2) Dish TV(3) Videocon D2H(4) Reliance Big TV

COMPETITION

7

24

51

18

SUNDISH TVDDTATA SKY

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 23

THEORETICAL BACKGROUND OF THE TOPIC

What is marketing

Marketing is about identifying and meeting human amp social needs one of the shortest good definition of marketing is ldquomeeting needs profitablyrdquo

The American Marketing Association offers the following formal definitionldquoMarketing is an organizational function and a set of processes for creating communicating amp delivering value to customers and for managing customer relationships in ways that benefit the organization and its stake holdersCoping with these exchange processes calls for a considerable amount of work and skillHence ldquomarketing management is the art amp science of choosing target markets and keeping getting amp growing customers through creating delivering and communicating superior customer valuerdquo

Business to customer marketingB2C is an abbreviated term for business to consumer marketing Business to consumer marketing is when a business markets products to a consumer market A consumer is a buyer of products that are not business related B2C products include goods and services such as food clothes cars houses phone services credit repair services etc

What Is Distinctive About B2C Marketing

B2C marketing is considered unique for the simple reason that the industry is able to strike geographical barriers and achieve worldwide audience In addition businesses are able to get to the client base straightforwardly and slash intermediary distributors when the product needs to be distributed using long-established ways B2C marketing also permits companies to cut costs

B2C marketing permits most businesses liberty and autonomy The result is that

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 24

even an undersized home based enterprise is given the chance to go up against

bigger retailers This can be achieved for the reason that the costs implicated in online B2C marketing is not as much as in conventional marketing

Lets say you a small retailer and youre promoting computers using the Internet Because you are a small fish in a big pond it is exceptionally hard for you to establish a marketplace in a conventional way In case you are wondering why well the reason is that you are competing with deep pocket big brand companies They run hundreds if not thousands of ads online in newspapers radio or TV But dont get too sad yet Here comes B2C marketing to your rescue B2C marketing provides each seller a superior chance to prove themselves in the marketplace Well more or less

Direct selling The marketing and selling of products directly to consumers away from a fixed retail location Peddling is the oldest form of direct selling Modern direct selling includes sales made through the party plan one-on-one demonstrations and other personal contact arrangements as well as internet sales The definition is The direct personal presentation demonstration and sale of products and services to consumers usually in their homes or at their jobsrdquo

According to the WFDSA consumers benefit from direct selling because of the convenience and service it provides including personal demonstration and explanation of products home delivery and generous satisfaction guarantees[5] In contrast to franchising the cost for an individual to start an independent direct selling business is typically very low with little or no required inventory or other cash commitments to begin

Direct selling is distinct from direct marketing because it is about individual sales agents reaching and dealing directly with clients Direct marketing is about business organizations seeking a relationship with their customers without going through an agentconsultant or retail outlet Direct selling often but not always uses multi-level marketing (salesperson is paid for selling and for sales made by

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 25

Practice your spellings through interactive games with 300 new words every month

Interactive episodes explaining how o converse in a particular situation

Revise lessons for the entire weeks in weekends The medium of instruction for this service is hindi Content for this application is provided by British Council

ACTIVE GAMES-Play exciting games on you TV using your Tata Sky remote Get upto to 15 games every month on sports racing action adventure and more

ACTIVE COOKING-Learn cooking recipes from master chefs Tarla Dalal and Sanjeev Kapoor Also watch and learn through video recipes in English Hindi Marathi Gujarati and Kannada Get over 200 recipes from Tiffin Treats Oriental Flavors Cakes and Bakes Mango Mazaa Curries and Sabzi Indian Desserts All this on demand at the press of button

ACTIVE DARSHAN-Get 24x7 live darshan and aarti everyday from

Shirdi Sai Baba Mumbairsquos SiddhiVinayak ISKCON juhu Kashi Vishwanath

Also watch Sri Venkateshwara Bhakti channel as part of the service

SHOWCASE-With showcase enjoy the latest Hollywood and Bollywood blockbusters from the comfort of your home Showcase titles can be ordered once and enjoyed multiple times through the day

Highlights-

Hollywoods and Bollywoods blockbusters right at home Movies in original prints Only a single ad-break Convenient show times

Viewer can watch all shows of the movie booked for that day

WITH TATA SKY +HD

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 15

Enhanced viewing experience with 169 Aspect Ratio Superior sound clarity with 71 Dolby Digital Plus Sound 5 Times sharper picture clarity with 1080i resolution Record all your favourite programmes with 500 GB Hard Disk Video On Demand library with around 1000 titles consisting of movies TV

shows Concerts etc Record the content of one channel while watching another Watch 3D content as and when it is available on Tata Sky platform Pause + record + rewind Live TV Save power with Auto Standby option Set recordings from mobile and internet Record all episode of your favourite show with Series Link

TATA SKY +HD VS DISH TRU HD

Feature Tata Sky +HD

Dish Tru HD

Pause Record Rewind and Fast Forward radic radicWatch one and Record another channel radic XRecord two channels simultaneously and playback an old recording

radic X

Record Sd and HD content radic radicRemote with DVR functionality comes with the box radic X

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 16

Video on Demand Functionality radic XMedia storage optimized HDD radic X500 GB disk drive Free Approx

4000 additional

WITH TATA SKY YOU ALWAYS DESERVE A LITTLE EXTRA

Not only do we give you the ultimate entertainment experience we also give you a lot of convenience with a few thoughtful touches

Make My Pack ndash With this service you can choose all your favourite channels and create your own pack You can also add channels on an a-la-carte basis to your existing pack as per your choice

12 Months All Inclusive Warranty ndash Your Tata Sky digital box comes with a 12 months all inclusive warranty In this period any issue or complaint with the box will be resolved or the box will be replaced free of cost

Relocation Service ndash if you shift home anywhere in the country simply carry your set top box to the new location Tata Sky installer will visit your new home and install the set top box for you

24x7 customer care ndash in case of any query or complaint you can get in touch with Tata Skyrsquos 24x7 Helpline which is supported in 13 languages

Parental control ndash This features ensures that children watch only suitable programmes It allows you to lock movies based on the rating provided by the channel or even lock the entire channel

Setting Favourite ndash you can select up to 50 channels and position them in order of your preference Pressing the lsquofavrsquo button on the Tata Sky remote allows you to directly go to any of the selected channels

Home ndash Pressing the lsquohomersquo button on the Tata Sky remote keeps you update on everything that Tata Sky has to offer ndash be it new channels service packages

promotion You also get to see your Tata sky account balance and due date INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 17

Brand ambassador

The brand ambassador of TATA SKY is Mr Amir Khan

MARKET SHARE

31

26

23

57

8

DISH TVTATA SKYSUN DTHBIG TVAIRTEL

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 18

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 19

TATA SKY distribution channel-The TATA SKY distribution channel flow from the manufacturing plant by the medium of logistics commercial to the consumer premises or distributor then through distributor to the dealer or to the customer premises

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 20

BRAND

BRAND POSITIONING AND VALUES

POSITIONINGTata Sky is the DTH service provider with the best customer service to ensure no family will ever miss a minute of entertainment and relaxation with loved ones They have positioned the product with the best pricing offered by the competitors in market Moreover they do offer different kind of packages according to the suitability of consumer For example if a person is from south side he will be talking south economy pack which gives channel up to 65 They offer economy pack which gives 74 channel supreme pack give economy pack + music channel Hence they are also positioning its product according to suitability and money of consumerNow Tata Sky has a quarter of the 20 million DTH customers in the country

BRAND MANTRA USED BY COMPANY

ldquoIskolagadala toe life jingalalardquo

This brand function on principle that consumer satisfaction is must if there is consumer satisfaction then there will be overall growth of business considering this mantra they are focusing on youth market by means of co branding like games musicsetc

Factors they primarily focus on

PhysiqueAccess to entertainment World class technology from 1113089SKY1113089 Light weight box

Personality Tata sky completely focuses on Fun and young generation and subsequently enhances trustworthyness

Relationship Making life Jhingalala1113089(complete and fun)Developing Reliability

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 21

Simplicity

Trustworthy Trust and Innovation is the key mantra of Tata sky Having family orientedconcept

Self imageIt is presumed that Tata sky technologies are up-to-date so as a consumereverybody like the updated technologies

BRAND MANAGEMENT OF TATA SKY

REVOLUNISE TELEVISION VIEWINGTATA SKY is offering a variety of channels ranging from entertainment sports movies music news documentation in DVD player and CD quality sound

EXTENSIVE CUSTOMER SERVICE NETWORKIt is using 3000 service engineers in call centers to provide the good service for their customers TATA SKY takes direct responsibility to provide its vouchers hardware through popular consumer electronic stores to enhance customer convenience

OFFERINGTATA SKY offers all popular television channels with local language channels according tothe demand

PARTNERSIt has so many valuable partners for ex TCS THOMSON AND HUMAX world leaders in digital broadcast technology SUN MICROSYSTEMS NDS(leading provider of technology for pay television) etc

INCEPTION AND HERITAGETATA SKY is joint venture between the TATA group and STAR So its providing good experience to its customer through its satellite TV service

TATA BRANDTATA Group is one of Indiarsquos largest and most respected business

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 22

group Itcomprises operating companies in seven business sector Information systems and communications engineering materials services energy consumer products and chemicals

SKY BRANDThe SKY brand owned by the UK based British SKY broad casting group brings to TATA SKY the reputation of more than 20 years experience of satellite broadcasting SKY is well known for the innovative products and services launched by B SKY It is also true that any operator has to acquire 5 to 6 million subscribers who should each pay Rs 300 a month to break even and Tata Sky is about to do that in order to have a remarkable market share in this DTH

Competitive Brands under ConsiderationBasically there are four major players in this DTH service industry These are (1) Tata Sky(2) Dish TV(3) Videocon D2H(4) Reliance Big TV

COMPETITION

7

24

51

18

SUNDISH TVDDTATA SKY

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 23

THEORETICAL BACKGROUND OF THE TOPIC

What is marketing

Marketing is about identifying and meeting human amp social needs one of the shortest good definition of marketing is ldquomeeting needs profitablyrdquo

The American Marketing Association offers the following formal definitionldquoMarketing is an organizational function and a set of processes for creating communicating amp delivering value to customers and for managing customer relationships in ways that benefit the organization and its stake holdersCoping with these exchange processes calls for a considerable amount of work and skillHence ldquomarketing management is the art amp science of choosing target markets and keeping getting amp growing customers through creating delivering and communicating superior customer valuerdquo

Business to customer marketingB2C is an abbreviated term for business to consumer marketing Business to consumer marketing is when a business markets products to a consumer market A consumer is a buyer of products that are not business related B2C products include goods and services such as food clothes cars houses phone services credit repair services etc

What Is Distinctive About B2C Marketing

B2C marketing is considered unique for the simple reason that the industry is able to strike geographical barriers and achieve worldwide audience In addition businesses are able to get to the client base straightforwardly and slash intermediary distributors when the product needs to be distributed using long-established ways B2C marketing also permits companies to cut costs

B2C marketing permits most businesses liberty and autonomy The result is that

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 24

even an undersized home based enterprise is given the chance to go up against

bigger retailers This can be achieved for the reason that the costs implicated in online B2C marketing is not as much as in conventional marketing

Lets say you a small retailer and youre promoting computers using the Internet Because you are a small fish in a big pond it is exceptionally hard for you to establish a marketplace in a conventional way In case you are wondering why well the reason is that you are competing with deep pocket big brand companies They run hundreds if not thousands of ads online in newspapers radio or TV But dont get too sad yet Here comes B2C marketing to your rescue B2C marketing provides each seller a superior chance to prove themselves in the marketplace Well more or less

Direct selling The marketing and selling of products directly to consumers away from a fixed retail location Peddling is the oldest form of direct selling Modern direct selling includes sales made through the party plan one-on-one demonstrations and other personal contact arrangements as well as internet sales The definition is The direct personal presentation demonstration and sale of products and services to consumers usually in their homes or at their jobsrdquo

According to the WFDSA consumers benefit from direct selling because of the convenience and service it provides including personal demonstration and explanation of products home delivery and generous satisfaction guarantees[5] In contrast to franchising the cost for an individual to start an independent direct selling business is typically very low with little or no required inventory or other cash commitments to begin

Direct selling is distinct from direct marketing because it is about individual sales agents reaching and dealing directly with clients Direct marketing is about business organizations seeking a relationship with their customers without going through an agentconsultant or retail outlet Direct selling often but not always uses multi-level marketing (salesperson is paid for selling and for sales made by

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 25

Enhanced viewing experience with 169 Aspect Ratio Superior sound clarity with 71 Dolby Digital Plus Sound 5 Times sharper picture clarity with 1080i resolution Record all your favourite programmes with 500 GB Hard Disk Video On Demand library with around 1000 titles consisting of movies TV

shows Concerts etc Record the content of one channel while watching another Watch 3D content as and when it is available on Tata Sky platform Pause + record + rewind Live TV Save power with Auto Standby option Set recordings from mobile and internet Record all episode of your favourite show with Series Link

TATA SKY +HD VS DISH TRU HD

Feature Tata Sky +HD

Dish Tru HD

Pause Record Rewind and Fast Forward radic radicWatch one and Record another channel radic XRecord two channels simultaneously and playback an old recording

radic X

Record Sd and HD content radic radicRemote with DVR functionality comes with the box radic X

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 16

Video on Demand Functionality radic XMedia storage optimized HDD radic X500 GB disk drive Free Approx

4000 additional

WITH TATA SKY YOU ALWAYS DESERVE A LITTLE EXTRA

Not only do we give you the ultimate entertainment experience we also give you a lot of convenience with a few thoughtful touches

Make My Pack ndash With this service you can choose all your favourite channels and create your own pack You can also add channels on an a-la-carte basis to your existing pack as per your choice

12 Months All Inclusive Warranty ndash Your Tata Sky digital box comes with a 12 months all inclusive warranty In this period any issue or complaint with the box will be resolved or the box will be replaced free of cost

Relocation Service ndash if you shift home anywhere in the country simply carry your set top box to the new location Tata Sky installer will visit your new home and install the set top box for you

24x7 customer care ndash in case of any query or complaint you can get in touch with Tata Skyrsquos 24x7 Helpline which is supported in 13 languages

Parental control ndash This features ensures that children watch only suitable programmes It allows you to lock movies based on the rating provided by the channel or even lock the entire channel

Setting Favourite ndash you can select up to 50 channels and position them in order of your preference Pressing the lsquofavrsquo button on the Tata Sky remote allows you to directly go to any of the selected channels

Home ndash Pressing the lsquohomersquo button on the Tata Sky remote keeps you update on everything that Tata Sky has to offer ndash be it new channels service packages

promotion You also get to see your Tata sky account balance and due date INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 17

Brand ambassador

The brand ambassador of TATA SKY is Mr Amir Khan

MARKET SHARE

31

26

23

57

8

DISH TVTATA SKYSUN DTHBIG TVAIRTEL

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 18

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 19

TATA SKY distribution channel-The TATA SKY distribution channel flow from the manufacturing plant by the medium of logistics commercial to the consumer premises or distributor then through distributor to the dealer or to the customer premises

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 20

BRAND

BRAND POSITIONING AND VALUES

POSITIONINGTata Sky is the DTH service provider with the best customer service to ensure no family will ever miss a minute of entertainment and relaxation with loved ones They have positioned the product with the best pricing offered by the competitors in market Moreover they do offer different kind of packages according to the suitability of consumer For example if a person is from south side he will be talking south economy pack which gives channel up to 65 They offer economy pack which gives 74 channel supreme pack give economy pack + music channel Hence they are also positioning its product according to suitability and money of consumerNow Tata Sky has a quarter of the 20 million DTH customers in the country

BRAND MANTRA USED BY COMPANY

ldquoIskolagadala toe life jingalalardquo

This brand function on principle that consumer satisfaction is must if there is consumer satisfaction then there will be overall growth of business considering this mantra they are focusing on youth market by means of co branding like games musicsetc

Factors they primarily focus on

PhysiqueAccess to entertainment World class technology from 1113089SKY1113089 Light weight box

Personality Tata sky completely focuses on Fun and young generation and subsequently enhances trustworthyness

Relationship Making life Jhingalala1113089(complete and fun)Developing Reliability

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 21

Simplicity

Trustworthy Trust and Innovation is the key mantra of Tata sky Having family orientedconcept

Self imageIt is presumed that Tata sky technologies are up-to-date so as a consumereverybody like the updated technologies

BRAND MANAGEMENT OF TATA SKY

REVOLUNISE TELEVISION VIEWINGTATA SKY is offering a variety of channels ranging from entertainment sports movies music news documentation in DVD player and CD quality sound

EXTENSIVE CUSTOMER SERVICE NETWORKIt is using 3000 service engineers in call centers to provide the good service for their customers TATA SKY takes direct responsibility to provide its vouchers hardware through popular consumer electronic stores to enhance customer convenience

OFFERINGTATA SKY offers all popular television channels with local language channels according tothe demand

PARTNERSIt has so many valuable partners for ex TCS THOMSON AND HUMAX world leaders in digital broadcast technology SUN MICROSYSTEMS NDS(leading provider of technology for pay television) etc

INCEPTION AND HERITAGETATA SKY is joint venture between the TATA group and STAR So its providing good experience to its customer through its satellite TV service

TATA BRANDTATA Group is one of Indiarsquos largest and most respected business

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 22

group Itcomprises operating companies in seven business sector Information systems and communications engineering materials services energy consumer products and chemicals

SKY BRANDThe SKY brand owned by the UK based British SKY broad casting group brings to TATA SKY the reputation of more than 20 years experience of satellite broadcasting SKY is well known for the innovative products and services launched by B SKY It is also true that any operator has to acquire 5 to 6 million subscribers who should each pay Rs 300 a month to break even and Tata Sky is about to do that in order to have a remarkable market share in this DTH

Competitive Brands under ConsiderationBasically there are four major players in this DTH service industry These are (1) Tata Sky(2) Dish TV(3) Videocon D2H(4) Reliance Big TV

COMPETITION

7

24

51

18

SUNDISH TVDDTATA SKY

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 23

THEORETICAL BACKGROUND OF THE TOPIC

What is marketing

Marketing is about identifying and meeting human amp social needs one of the shortest good definition of marketing is ldquomeeting needs profitablyrdquo

The American Marketing Association offers the following formal definitionldquoMarketing is an organizational function and a set of processes for creating communicating amp delivering value to customers and for managing customer relationships in ways that benefit the organization and its stake holdersCoping with these exchange processes calls for a considerable amount of work and skillHence ldquomarketing management is the art amp science of choosing target markets and keeping getting amp growing customers through creating delivering and communicating superior customer valuerdquo

Business to customer marketingB2C is an abbreviated term for business to consumer marketing Business to consumer marketing is when a business markets products to a consumer market A consumer is a buyer of products that are not business related B2C products include goods and services such as food clothes cars houses phone services credit repair services etc

What Is Distinctive About B2C Marketing

B2C marketing is considered unique for the simple reason that the industry is able to strike geographical barriers and achieve worldwide audience In addition businesses are able to get to the client base straightforwardly and slash intermediary distributors when the product needs to be distributed using long-established ways B2C marketing also permits companies to cut costs

B2C marketing permits most businesses liberty and autonomy The result is that

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 24

even an undersized home based enterprise is given the chance to go up against

bigger retailers This can be achieved for the reason that the costs implicated in online B2C marketing is not as much as in conventional marketing

Lets say you a small retailer and youre promoting computers using the Internet Because you are a small fish in a big pond it is exceptionally hard for you to establish a marketplace in a conventional way In case you are wondering why well the reason is that you are competing with deep pocket big brand companies They run hundreds if not thousands of ads online in newspapers radio or TV But dont get too sad yet Here comes B2C marketing to your rescue B2C marketing provides each seller a superior chance to prove themselves in the marketplace Well more or less

Direct selling The marketing and selling of products directly to consumers away from a fixed retail location Peddling is the oldest form of direct selling Modern direct selling includes sales made through the party plan one-on-one demonstrations and other personal contact arrangements as well as internet sales The definition is The direct personal presentation demonstration and sale of products and services to consumers usually in their homes or at their jobsrdquo

According to the WFDSA consumers benefit from direct selling because of the convenience and service it provides including personal demonstration and explanation of products home delivery and generous satisfaction guarantees[5] In contrast to franchising the cost for an individual to start an independent direct selling business is typically very low with little or no required inventory or other cash commitments to begin

Direct selling is distinct from direct marketing because it is about individual sales agents reaching and dealing directly with clients Direct marketing is about business organizations seeking a relationship with their customers without going through an agentconsultant or retail outlet Direct selling often but not always uses multi-level marketing (salesperson is paid for selling and for sales made by

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 25

Video on Demand Functionality radic XMedia storage optimized HDD radic X500 GB disk drive Free Approx

4000 additional

WITH TATA SKY YOU ALWAYS DESERVE A LITTLE EXTRA

Not only do we give you the ultimate entertainment experience we also give you a lot of convenience with a few thoughtful touches

Make My Pack ndash With this service you can choose all your favourite channels and create your own pack You can also add channels on an a-la-carte basis to your existing pack as per your choice

12 Months All Inclusive Warranty ndash Your Tata Sky digital box comes with a 12 months all inclusive warranty In this period any issue or complaint with the box will be resolved or the box will be replaced free of cost

Relocation Service ndash if you shift home anywhere in the country simply carry your set top box to the new location Tata Sky installer will visit your new home and install the set top box for you

24x7 customer care ndash in case of any query or complaint you can get in touch with Tata Skyrsquos 24x7 Helpline which is supported in 13 languages

Parental control ndash This features ensures that children watch only suitable programmes It allows you to lock movies based on the rating provided by the channel or even lock the entire channel

Setting Favourite ndash you can select up to 50 channels and position them in order of your preference Pressing the lsquofavrsquo button on the Tata Sky remote allows you to directly go to any of the selected channels

Home ndash Pressing the lsquohomersquo button on the Tata Sky remote keeps you update on everything that Tata Sky has to offer ndash be it new channels service packages

promotion You also get to see your Tata sky account balance and due date INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 17

Brand ambassador

The brand ambassador of TATA SKY is Mr Amir Khan

MARKET SHARE

31

26

23

57

8

DISH TVTATA SKYSUN DTHBIG TVAIRTEL

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 18

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 19

TATA SKY distribution channel-The TATA SKY distribution channel flow from the manufacturing plant by the medium of logistics commercial to the consumer premises or distributor then through distributor to the dealer or to the customer premises

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 20

BRAND

BRAND POSITIONING AND VALUES

POSITIONINGTata Sky is the DTH service provider with the best customer service to ensure no family will ever miss a minute of entertainment and relaxation with loved ones They have positioned the product with the best pricing offered by the competitors in market Moreover they do offer different kind of packages according to the suitability of consumer For example if a person is from south side he will be talking south economy pack which gives channel up to 65 They offer economy pack which gives 74 channel supreme pack give economy pack + music channel Hence they are also positioning its product according to suitability and money of consumerNow Tata Sky has a quarter of the 20 million DTH customers in the country

BRAND MANTRA USED BY COMPANY

ldquoIskolagadala toe life jingalalardquo

This brand function on principle that consumer satisfaction is must if there is consumer satisfaction then there will be overall growth of business considering this mantra they are focusing on youth market by means of co branding like games musicsetc

Factors they primarily focus on

PhysiqueAccess to entertainment World class technology from 1113089SKY1113089 Light weight box

Personality Tata sky completely focuses on Fun and young generation and subsequently enhances trustworthyness

Relationship Making life Jhingalala1113089(complete and fun)Developing Reliability

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 21

Simplicity

Trustworthy Trust and Innovation is the key mantra of Tata sky Having family orientedconcept

Self imageIt is presumed that Tata sky technologies are up-to-date so as a consumereverybody like the updated technologies

BRAND MANAGEMENT OF TATA SKY

REVOLUNISE TELEVISION VIEWINGTATA SKY is offering a variety of channels ranging from entertainment sports movies music news documentation in DVD player and CD quality sound

EXTENSIVE CUSTOMER SERVICE NETWORKIt is using 3000 service engineers in call centers to provide the good service for their customers TATA SKY takes direct responsibility to provide its vouchers hardware through popular consumer electronic stores to enhance customer convenience

OFFERINGTATA SKY offers all popular television channels with local language channels according tothe demand

PARTNERSIt has so many valuable partners for ex TCS THOMSON AND HUMAX world leaders in digital broadcast technology SUN MICROSYSTEMS NDS(leading provider of technology for pay television) etc

INCEPTION AND HERITAGETATA SKY is joint venture between the TATA group and STAR So its providing good experience to its customer through its satellite TV service

TATA BRANDTATA Group is one of Indiarsquos largest and most respected business

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 22

group Itcomprises operating companies in seven business sector Information systems and communications engineering materials services energy consumer products and chemicals

SKY BRANDThe SKY brand owned by the UK based British SKY broad casting group brings to TATA SKY the reputation of more than 20 years experience of satellite broadcasting SKY is well known for the innovative products and services launched by B SKY It is also true that any operator has to acquire 5 to 6 million subscribers who should each pay Rs 300 a month to break even and Tata Sky is about to do that in order to have a remarkable market share in this DTH

Competitive Brands under ConsiderationBasically there are four major players in this DTH service industry These are (1) Tata Sky(2) Dish TV(3) Videocon D2H(4) Reliance Big TV

COMPETITION

7

24

51

18

SUNDISH TVDDTATA SKY

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 23

THEORETICAL BACKGROUND OF THE TOPIC

What is marketing

Marketing is about identifying and meeting human amp social needs one of the shortest good definition of marketing is ldquomeeting needs profitablyrdquo

The American Marketing Association offers the following formal definitionldquoMarketing is an organizational function and a set of processes for creating communicating amp delivering value to customers and for managing customer relationships in ways that benefit the organization and its stake holdersCoping with these exchange processes calls for a considerable amount of work and skillHence ldquomarketing management is the art amp science of choosing target markets and keeping getting amp growing customers through creating delivering and communicating superior customer valuerdquo

Business to customer marketingB2C is an abbreviated term for business to consumer marketing Business to consumer marketing is when a business markets products to a consumer market A consumer is a buyer of products that are not business related B2C products include goods and services such as food clothes cars houses phone services credit repair services etc

What Is Distinctive About B2C Marketing

B2C marketing is considered unique for the simple reason that the industry is able to strike geographical barriers and achieve worldwide audience In addition businesses are able to get to the client base straightforwardly and slash intermediary distributors when the product needs to be distributed using long-established ways B2C marketing also permits companies to cut costs

B2C marketing permits most businesses liberty and autonomy The result is that

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 24

even an undersized home based enterprise is given the chance to go up against

bigger retailers This can be achieved for the reason that the costs implicated in online B2C marketing is not as much as in conventional marketing

Lets say you a small retailer and youre promoting computers using the Internet Because you are a small fish in a big pond it is exceptionally hard for you to establish a marketplace in a conventional way In case you are wondering why well the reason is that you are competing with deep pocket big brand companies They run hundreds if not thousands of ads online in newspapers radio or TV But dont get too sad yet Here comes B2C marketing to your rescue B2C marketing provides each seller a superior chance to prove themselves in the marketplace Well more or less

Direct selling The marketing and selling of products directly to consumers away from a fixed retail location Peddling is the oldest form of direct selling Modern direct selling includes sales made through the party plan one-on-one demonstrations and other personal contact arrangements as well as internet sales The definition is The direct personal presentation demonstration and sale of products and services to consumers usually in their homes or at their jobsrdquo

According to the WFDSA consumers benefit from direct selling because of the convenience and service it provides including personal demonstration and explanation of products home delivery and generous satisfaction guarantees[5] In contrast to franchising the cost for an individual to start an independent direct selling business is typically very low with little or no required inventory or other cash commitments to begin

Direct selling is distinct from direct marketing because it is about individual sales agents reaching and dealing directly with clients Direct marketing is about business organizations seeking a relationship with their customers without going through an agentconsultant or retail outlet Direct selling often but not always uses multi-level marketing (salesperson is paid for selling and for sales made by

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 25

Brand ambassador

The brand ambassador of TATA SKY is Mr Amir Khan

MARKET SHARE

31

26

23

57

8

DISH TVTATA SKYSUN DTHBIG TVAIRTEL

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 18

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 19

TATA SKY distribution channel-The TATA SKY distribution channel flow from the manufacturing plant by the medium of logistics commercial to the consumer premises or distributor then through distributor to the dealer or to the customer premises

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 20

BRAND

BRAND POSITIONING AND VALUES

POSITIONINGTata Sky is the DTH service provider with the best customer service to ensure no family will ever miss a minute of entertainment and relaxation with loved ones They have positioned the product with the best pricing offered by the competitors in market Moreover they do offer different kind of packages according to the suitability of consumer For example if a person is from south side he will be talking south economy pack which gives channel up to 65 They offer economy pack which gives 74 channel supreme pack give economy pack + music channel Hence they are also positioning its product according to suitability and money of consumerNow Tata Sky has a quarter of the 20 million DTH customers in the country

BRAND MANTRA USED BY COMPANY

ldquoIskolagadala toe life jingalalardquo

This brand function on principle that consumer satisfaction is must if there is consumer satisfaction then there will be overall growth of business considering this mantra they are focusing on youth market by means of co branding like games musicsetc

Factors they primarily focus on

PhysiqueAccess to entertainment World class technology from 1113089SKY1113089 Light weight box

Personality Tata sky completely focuses on Fun and young generation and subsequently enhances trustworthyness

Relationship Making life Jhingalala1113089(complete and fun)Developing Reliability

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 21

Simplicity

Trustworthy Trust and Innovation is the key mantra of Tata sky Having family orientedconcept

Self imageIt is presumed that Tata sky technologies are up-to-date so as a consumereverybody like the updated technologies

BRAND MANAGEMENT OF TATA SKY

REVOLUNISE TELEVISION VIEWINGTATA SKY is offering a variety of channels ranging from entertainment sports movies music news documentation in DVD player and CD quality sound

EXTENSIVE CUSTOMER SERVICE NETWORKIt is using 3000 service engineers in call centers to provide the good service for their customers TATA SKY takes direct responsibility to provide its vouchers hardware through popular consumer electronic stores to enhance customer convenience

OFFERINGTATA SKY offers all popular television channels with local language channels according tothe demand

PARTNERSIt has so many valuable partners for ex TCS THOMSON AND HUMAX world leaders in digital broadcast technology SUN MICROSYSTEMS NDS(leading provider of technology for pay television) etc

INCEPTION AND HERITAGETATA SKY is joint venture between the TATA group and STAR So its providing good experience to its customer through its satellite TV service

TATA BRANDTATA Group is one of Indiarsquos largest and most respected business

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 22

group Itcomprises operating companies in seven business sector Information systems and communications engineering materials services energy consumer products and chemicals

SKY BRANDThe SKY brand owned by the UK based British SKY broad casting group brings to TATA SKY the reputation of more than 20 years experience of satellite broadcasting SKY is well known for the innovative products and services launched by B SKY It is also true that any operator has to acquire 5 to 6 million subscribers who should each pay Rs 300 a month to break even and Tata Sky is about to do that in order to have a remarkable market share in this DTH

Competitive Brands under ConsiderationBasically there are four major players in this DTH service industry These are (1) Tata Sky(2) Dish TV(3) Videocon D2H(4) Reliance Big TV

COMPETITION

7

24

51

18

SUNDISH TVDDTATA SKY

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 23

THEORETICAL BACKGROUND OF THE TOPIC

What is marketing

Marketing is about identifying and meeting human amp social needs one of the shortest good definition of marketing is ldquomeeting needs profitablyrdquo

The American Marketing Association offers the following formal definitionldquoMarketing is an organizational function and a set of processes for creating communicating amp delivering value to customers and for managing customer relationships in ways that benefit the organization and its stake holdersCoping with these exchange processes calls for a considerable amount of work and skillHence ldquomarketing management is the art amp science of choosing target markets and keeping getting amp growing customers through creating delivering and communicating superior customer valuerdquo

Business to customer marketingB2C is an abbreviated term for business to consumer marketing Business to consumer marketing is when a business markets products to a consumer market A consumer is a buyer of products that are not business related B2C products include goods and services such as food clothes cars houses phone services credit repair services etc

What Is Distinctive About B2C Marketing

B2C marketing is considered unique for the simple reason that the industry is able to strike geographical barriers and achieve worldwide audience In addition businesses are able to get to the client base straightforwardly and slash intermediary distributors when the product needs to be distributed using long-established ways B2C marketing also permits companies to cut costs

B2C marketing permits most businesses liberty and autonomy The result is that

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 24

even an undersized home based enterprise is given the chance to go up against

bigger retailers This can be achieved for the reason that the costs implicated in online B2C marketing is not as much as in conventional marketing

Lets say you a small retailer and youre promoting computers using the Internet Because you are a small fish in a big pond it is exceptionally hard for you to establish a marketplace in a conventional way In case you are wondering why well the reason is that you are competing with deep pocket big brand companies They run hundreds if not thousands of ads online in newspapers radio or TV But dont get too sad yet Here comes B2C marketing to your rescue B2C marketing provides each seller a superior chance to prove themselves in the marketplace Well more or less

Direct selling The marketing and selling of products directly to consumers away from a fixed retail location Peddling is the oldest form of direct selling Modern direct selling includes sales made through the party plan one-on-one demonstrations and other personal contact arrangements as well as internet sales The definition is The direct personal presentation demonstration and sale of products and services to consumers usually in their homes or at their jobsrdquo

According to the WFDSA consumers benefit from direct selling because of the convenience and service it provides including personal demonstration and explanation of products home delivery and generous satisfaction guarantees[5] In contrast to franchising the cost for an individual to start an independent direct selling business is typically very low with little or no required inventory or other cash commitments to begin

Direct selling is distinct from direct marketing because it is about individual sales agents reaching and dealing directly with clients Direct marketing is about business organizations seeking a relationship with their customers without going through an agentconsultant or retail outlet Direct selling often but not always uses multi-level marketing (salesperson is paid for selling and for sales made by

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 25

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 19

TATA SKY distribution channel-The TATA SKY distribution channel flow from the manufacturing plant by the medium of logistics commercial to the consumer premises or distributor then through distributor to the dealer or to the customer premises

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 20

BRAND

BRAND POSITIONING AND VALUES

POSITIONINGTata Sky is the DTH service provider with the best customer service to ensure no family will ever miss a minute of entertainment and relaxation with loved ones They have positioned the product with the best pricing offered by the competitors in market Moreover they do offer different kind of packages according to the suitability of consumer For example if a person is from south side he will be talking south economy pack which gives channel up to 65 They offer economy pack which gives 74 channel supreme pack give economy pack + music channel Hence they are also positioning its product according to suitability and money of consumerNow Tata Sky has a quarter of the 20 million DTH customers in the country

BRAND MANTRA USED BY COMPANY

ldquoIskolagadala toe life jingalalardquo

This brand function on principle that consumer satisfaction is must if there is consumer satisfaction then there will be overall growth of business considering this mantra they are focusing on youth market by means of co branding like games musicsetc

Factors they primarily focus on

PhysiqueAccess to entertainment World class technology from 1113089SKY1113089 Light weight box

Personality Tata sky completely focuses on Fun and young generation and subsequently enhances trustworthyness

Relationship Making life Jhingalala1113089(complete and fun)Developing Reliability

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 21

Simplicity

Trustworthy Trust and Innovation is the key mantra of Tata sky Having family orientedconcept

Self imageIt is presumed that Tata sky technologies are up-to-date so as a consumereverybody like the updated technologies

BRAND MANAGEMENT OF TATA SKY

REVOLUNISE TELEVISION VIEWINGTATA SKY is offering a variety of channels ranging from entertainment sports movies music news documentation in DVD player and CD quality sound

EXTENSIVE CUSTOMER SERVICE NETWORKIt is using 3000 service engineers in call centers to provide the good service for their customers TATA SKY takes direct responsibility to provide its vouchers hardware through popular consumer electronic stores to enhance customer convenience

OFFERINGTATA SKY offers all popular television channels with local language channels according tothe demand

PARTNERSIt has so many valuable partners for ex TCS THOMSON AND HUMAX world leaders in digital broadcast technology SUN MICROSYSTEMS NDS(leading provider of technology for pay television) etc

INCEPTION AND HERITAGETATA SKY is joint venture between the TATA group and STAR So its providing good experience to its customer through its satellite TV service

TATA BRANDTATA Group is one of Indiarsquos largest and most respected business

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 22

group Itcomprises operating companies in seven business sector Information systems and communications engineering materials services energy consumer products and chemicals

SKY BRANDThe SKY brand owned by the UK based British SKY broad casting group brings to TATA SKY the reputation of more than 20 years experience of satellite broadcasting SKY is well known for the innovative products and services launched by B SKY It is also true that any operator has to acquire 5 to 6 million subscribers who should each pay Rs 300 a month to break even and Tata Sky is about to do that in order to have a remarkable market share in this DTH

Competitive Brands under ConsiderationBasically there are four major players in this DTH service industry These are (1) Tata Sky(2) Dish TV(3) Videocon D2H(4) Reliance Big TV

COMPETITION

7

24

51

18

SUNDISH TVDDTATA SKY

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 23

THEORETICAL BACKGROUND OF THE TOPIC

What is marketing

Marketing is about identifying and meeting human amp social needs one of the shortest good definition of marketing is ldquomeeting needs profitablyrdquo

The American Marketing Association offers the following formal definitionldquoMarketing is an organizational function and a set of processes for creating communicating amp delivering value to customers and for managing customer relationships in ways that benefit the organization and its stake holdersCoping with these exchange processes calls for a considerable amount of work and skillHence ldquomarketing management is the art amp science of choosing target markets and keeping getting amp growing customers through creating delivering and communicating superior customer valuerdquo

Business to customer marketingB2C is an abbreviated term for business to consumer marketing Business to consumer marketing is when a business markets products to a consumer market A consumer is a buyer of products that are not business related B2C products include goods and services such as food clothes cars houses phone services credit repair services etc

What Is Distinctive About B2C Marketing

B2C marketing is considered unique for the simple reason that the industry is able to strike geographical barriers and achieve worldwide audience In addition businesses are able to get to the client base straightforwardly and slash intermediary distributors when the product needs to be distributed using long-established ways B2C marketing also permits companies to cut costs

B2C marketing permits most businesses liberty and autonomy The result is that

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 24

even an undersized home based enterprise is given the chance to go up against

bigger retailers This can be achieved for the reason that the costs implicated in online B2C marketing is not as much as in conventional marketing

Lets say you a small retailer and youre promoting computers using the Internet Because you are a small fish in a big pond it is exceptionally hard for you to establish a marketplace in a conventional way In case you are wondering why well the reason is that you are competing with deep pocket big brand companies They run hundreds if not thousands of ads online in newspapers radio or TV But dont get too sad yet Here comes B2C marketing to your rescue B2C marketing provides each seller a superior chance to prove themselves in the marketplace Well more or less

Direct selling The marketing and selling of products directly to consumers away from a fixed retail location Peddling is the oldest form of direct selling Modern direct selling includes sales made through the party plan one-on-one demonstrations and other personal contact arrangements as well as internet sales The definition is The direct personal presentation demonstration and sale of products and services to consumers usually in their homes or at their jobsrdquo

According to the WFDSA consumers benefit from direct selling because of the convenience and service it provides including personal demonstration and explanation of products home delivery and generous satisfaction guarantees[5] In contrast to franchising the cost for an individual to start an independent direct selling business is typically very low with little or no required inventory or other cash commitments to begin

Direct selling is distinct from direct marketing because it is about individual sales agents reaching and dealing directly with clients Direct marketing is about business organizations seeking a relationship with their customers without going through an agentconsultant or retail outlet Direct selling often but not always uses multi-level marketing (salesperson is paid for selling and for sales made by

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 25

TATA SKY distribution channel-The TATA SKY distribution channel flow from the manufacturing plant by the medium of logistics commercial to the consumer premises or distributor then through distributor to the dealer or to the customer premises

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 20

BRAND

BRAND POSITIONING AND VALUES

POSITIONINGTata Sky is the DTH service provider with the best customer service to ensure no family will ever miss a minute of entertainment and relaxation with loved ones They have positioned the product with the best pricing offered by the competitors in market Moreover they do offer different kind of packages according to the suitability of consumer For example if a person is from south side he will be talking south economy pack which gives channel up to 65 They offer economy pack which gives 74 channel supreme pack give economy pack + music channel Hence they are also positioning its product according to suitability and money of consumerNow Tata Sky has a quarter of the 20 million DTH customers in the country

BRAND MANTRA USED BY COMPANY

ldquoIskolagadala toe life jingalalardquo

This brand function on principle that consumer satisfaction is must if there is consumer satisfaction then there will be overall growth of business considering this mantra they are focusing on youth market by means of co branding like games musicsetc

Factors they primarily focus on

PhysiqueAccess to entertainment World class technology from 1113089SKY1113089 Light weight box

Personality Tata sky completely focuses on Fun and young generation and subsequently enhances trustworthyness

Relationship Making life Jhingalala1113089(complete and fun)Developing Reliability

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 21

Simplicity

Trustworthy Trust and Innovation is the key mantra of Tata sky Having family orientedconcept

Self imageIt is presumed that Tata sky technologies are up-to-date so as a consumereverybody like the updated technologies

BRAND MANAGEMENT OF TATA SKY

REVOLUNISE TELEVISION VIEWINGTATA SKY is offering a variety of channels ranging from entertainment sports movies music news documentation in DVD player and CD quality sound

EXTENSIVE CUSTOMER SERVICE NETWORKIt is using 3000 service engineers in call centers to provide the good service for their customers TATA SKY takes direct responsibility to provide its vouchers hardware through popular consumer electronic stores to enhance customer convenience

OFFERINGTATA SKY offers all popular television channels with local language channels according tothe demand

PARTNERSIt has so many valuable partners for ex TCS THOMSON AND HUMAX world leaders in digital broadcast technology SUN MICROSYSTEMS NDS(leading provider of technology for pay television) etc

INCEPTION AND HERITAGETATA SKY is joint venture between the TATA group and STAR So its providing good experience to its customer through its satellite TV service

TATA BRANDTATA Group is one of Indiarsquos largest and most respected business

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 22

group Itcomprises operating companies in seven business sector Information systems and communications engineering materials services energy consumer products and chemicals

SKY BRANDThe SKY brand owned by the UK based British SKY broad casting group brings to TATA SKY the reputation of more than 20 years experience of satellite broadcasting SKY is well known for the innovative products and services launched by B SKY It is also true that any operator has to acquire 5 to 6 million subscribers who should each pay Rs 300 a month to break even and Tata Sky is about to do that in order to have a remarkable market share in this DTH

Competitive Brands under ConsiderationBasically there are four major players in this DTH service industry These are (1) Tata Sky(2) Dish TV(3) Videocon D2H(4) Reliance Big TV

COMPETITION

7

24

51

18

SUNDISH TVDDTATA SKY

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 23

THEORETICAL BACKGROUND OF THE TOPIC

What is marketing

Marketing is about identifying and meeting human amp social needs one of the shortest good definition of marketing is ldquomeeting needs profitablyrdquo

The American Marketing Association offers the following formal definitionldquoMarketing is an organizational function and a set of processes for creating communicating amp delivering value to customers and for managing customer relationships in ways that benefit the organization and its stake holdersCoping with these exchange processes calls for a considerable amount of work and skillHence ldquomarketing management is the art amp science of choosing target markets and keeping getting amp growing customers through creating delivering and communicating superior customer valuerdquo

Business to customer marketingB2C is an abbreviated term for business to consumer marketing Business to consumer marketing is when a business markets products to a consumer market A consumer is a buyer of products that are not business related B2C products include goods and services such as food clothes cars houses phone services credit repair services etc

What Is Distinctive About B2C Marketing

B2C marketing is considered unique for the simple reason that the industry is able to strike geographical barriers and achieve worldwide audience In addition businesses are able to get to the client base straightforwardly and slash intermediary distributors when the product needs to be distributed using long-established ways B2C marketing also permits companies to cut costs

B2C marketing permits most businesses liberty and autonomy The result is that

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 24

even an undersized home based enterprise is given the chance to go up against

bigger retailers This can be achieved for the reason that the costs implicated in online B2C marketing is not as much as in conventional marketing

Lets say you a small retailer and youre promoting computers using the Internet Because you are a small fish in a big pond it is exceptionally hard for you to establish a marketplace in a conventional way In case you are wondering why well the reason is that you are competing with deep pocket big brand companies They run hundreds if not thousands of ads online in newspapers radio or TV But dont get too sad yet Here comes B2C marketing to your rescue B2C marketing provides each seller a superior chance to prove themselves in the marketplace Well more or less

Direct selling The marketing and selling of products directly to consumers away from a fixed retail location Peddling is the oldest form of direct selling Modern direct selling includes sales made through the party plan one-on-one demonstrations and other personal contact arrangements as well as internet sales The definition is The direct personal presentation demonstration and sale of products and services to consumers usually in their homes or at their jobsrdquo

According to the WFDSA consumers benefit from direct selling because of the convenience and service it provides including personal demonstration and explanation of products home delivery and generous satisfaction guarantees[5] In contrast to franchising the cost for an individual to start an independent direct selling business is typically very low with little or no required inventory or other cash commitments to begin

Direct selling is distinct from direct marketing because it is about individual sales agents reaching and dealing directly with clients Direct marketing is about business organizations seeking a relationship with their customers without going through an agentconsultant or retail outlet Direct selling often but not always uses multi-level marketing (salesperson is paid for selling and for sales made by

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 25

BRAND

BRAND POSITIONING AND VALUES

POSITIONINGTata Sky is the DTH service provider with the best customer service to ensure no family will ever miss a minute of entertainment and relaxation with loved ones They have positioned the product with the best pricing offered by the competitors in market Moreover they do offer different kind of packages according to the suitability of consumer For example if a person is from south side he will be talking south economy pack which gives channel up to 65 They offer economy pack which gives 74 channel supreme pack give economy pack + music channel Hence they are also positioning its product according to suitability and money of consumerNow Tata Sky has a quarter of the 20 million DTH customers in the country

BRAND MANTRA USED BY COMPANY

ldquoIskolagadala toe life jingalalardquo

This brand function on principle that consumer satisfaction is must if there is consumer satisfaction then there will be overall growth of business considering this mantra they are focusing on youth market by means of co branding like games musicsetc

Factors they primarily focus on

PhysiqueAccess to entertainment World class technology from 1113089SKY1113089 Light weight box

Personality Tata sky completely focuses on Fun and young generation and subsequently enhances trustworthyness

Relationship Making life Jhingalala1113089(complete and fun)Developing Reliability

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 21

Simplicity

Trustworthy Trust and Innovation is the key mantra of Tata sky Having family orientedconcept

Self imageIt is presumed that Tata sky technologies are up-to-date so as a consumereverybody like the updated technologies

BRAND MANAGEMENT OF TATA SKY

REVOLUNISE TELEVISION VIEWINGTATA SKY is offering a variety of channels ranging from entertainment sports movies music news documentation in DVD player and CD quality sound

EXTENSIVE CUSTOMER SERVICE NETWORKIt is using 3000 service engineers in call centers to provide the good service for their customers TATA SKY takes direct responsibility to provide its vouchers hardware through popular consumer electronic stores to enhance customer convenience

OFFERINGTATA SKY offers all popular television channels with local language channels according tothe demand

PARTNERSIt has so many valuable partners for ex TCS THOMSON AND HUMAX world leaders in digital broadcast technology SUN MICROSYSTEMS NDS(leading provider of technology for pay television) etc

INCEPTION AND HERITAGETATA SKY is joint venture between the TATA group and STAR So its providing good experience to its customer through its satellite TV service

TATA BRANDTATA Group is one of Indiarsquos largest and most respected business

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 22

group Itcomprises operating companies in seven business sector Information systems and communications engineering materials services energy consumer products and chemicals

SKY BRANDThe SKY brand owned by the UK based British SKY broad casting group brings to TATA SKY the reputation of more than 20 years experience of satellite broadcasting SKY is well known for the innovative products and services launched by B SKY It is also true that any operator has to acquire 5 to 6 million subscribers who should each pay Rs 300 a month to break even and Tata Sky is about to do that in order to have a remarkable market share in this DTH

Competitive Brands under ConsiderationBasically there are four major players in this DTH service industry These are (1) Tata Sky(2) Dish TV(3) Videocon D2H(4) Reliance Big TV

COMPETITION

7

24

51

18

SUNDISH TVDDTATA SKY

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 23

THEORETICAL BACKGROUND OF THE TOPIC

What is marketing

Marketing is about identifying and meeting human amp social needs one of the shortest good definition of marketing is ldquomeeting needs profitablyrdquo

The American Marketing Association offers the following formal definitionldquoMarketing is an organizational function and a set of processes for creating communicating amp delivering value to customers and for managing customer relationships in ways that benefit the organization and its stake holdersCoping with these exchange processes calls for a considerable amount of work and skillHence ldquomarketing management is the art amp science of choosing target markets and keeping getting amp growing customers through creating delivering and communicating superior customer valuerdquo

Business to customer marketingB2C is an abbreviated term for business to consumer marketing Business to consumer marketing is when a business markets products to a consumer market A consumer is a buyer of products that are not business related B2C products include goods and services such as food clothes cars houses phone services credit repair services etc

What Is Distinctive About B2C Marketing

B2C marketing is considered unique for the simple reason that the industry is able to strike geographical barriers and achieve worldwide audience In addition businesses are able to get to the client base straightforwardly and slash intermediary distributors when the product needs to be distributed using long-established ways B2C marketing also permits companies to cut costs

B2C marketing permits most businesses liberty and autonomy The result is that

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 24

even an undersized home based enterprise is given the chance to go up against

bigger retailers This can be achieved for the reason that the costs implicated in online B2C marketing is not as much as in conventional marketing

Lets say you a small retailer and youre promoting computers using the Internet Because you are a small fish in a big pond it is exceptionally hard for you to establish a marketplace in a conventional way In case you are wondering why well the reason is that you are competing with deep pocket big brand companies They run hundreds if not thousands of ads online in newspapers radio or TV But dont get too sad yet Here comes B2C marketing to your rescue B2C marketing provides each seller a superior chance to prove themselves in the marketplace Well more or less

Direct selling The marketing and selling of products directly to consumers away from a fixed retail location Peddling is the oldest form of direct selling Modern direct selling includes sales made through the party plan one-on-one demonstrations and other personal contact arrangements as well as internet sales The definition is The direct personal presentation demonstration and sale of products and services to consumers usually in their homes or at their jobsrdquo

According to the WFDSA consumers benefit from direct selling because of the convenience and service it provides including personal demonstration and explanation of products home delivery and generous satisfaction guarantees[5] In contrast to franchising the cost for an individual to start an independent direct selling business is typically very low with little or no required inventory or other cash commitments to begin

Direct selling is distinct from direct marketing because it is about individual sales agents reaching and dealing directly with clients Direct marketing is about business organizations seeking a relationship with their customers without going through an agentconsultant or retail outlet Direct selling often but not always uses multi-level marketing (salesperson is paid for selling and for sales made by

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 25

Simplicity

Trustworthy Trust and Innovation is the key mantra of Tata sky Having family orientedconcept

Self imageIt is presumed that Tata sky technologies are up-to-date so as a consumereverybody like the updated technologies

BRAND MANAGEMENT OF TATA SKY

REVOLUNISE TELEVISION VIEWINGTATA SKY is offering a variety of channels ranging from entertainment sports movies music news documentation in DVD player and CD quality sound

EXTENSIVE CUSTOMER SERVICE NETWORKIt is using 3000 service engineers in call centers to provide the good service for their customers TATA SKY takes direct responsibility to provide its vouchers hardware through popular consumer electronic stores to enhance customer convenience

OFFERINGTATA SKY offers all popular television channels with local language channels according tothe demand

PARTNERSIt has so many valuable partners for ex TCS THOMSON AND HUMAX world leaders in digital broadcast technology SUN MICROSYSTEMS NDS(leading provider of technology for pay television) etc

INCEPTION AND HERITAGETATA SKY is joint venture between the TATA group and STAR So its providing good experience to its customer through its satellite TV service

TATA BRANDTATA Group is one of Indiarsquos largest and most respected business

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 22

group Itcomprises operating companies in seven business sector Information systems and communications engineering materials services energy consumer products and chemicals

SKY BRANDThe SKY brand owned by the UK based British SKY broad casting group brings to TATA SKY the reputation of more than 20 years experience of satellite broadcasting SKY is well known for the innovative products and services launched by B SKY It is also true that any operator has to acquire 5 to 6 million subscribers who should each pay Rs 300 a month to break even and Tata Sky is about to do that in order to have a remarkable market share in this DTH

Competitive Brands under ConsiderationBasically there are four major players in this DTH service industry These are (1) Tata Sky(2) Dish TV(3) Videocon D2H(4) Reliance Big TV

COMPETITION

7

24

51

18

SUNDISH TVDDTATA SKY

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 23

THEORETICAL BACKGROUND OF THE TOPIC

What is marketing

Marketing is about identifying and meeting human amp social needs one of the shortest good definition of marketing is ldquomeeting needs profitablyrdquo

The American Marketing Association offers the following formal definitionldquoMarketing is an organizational function and a set of processes for creating communicating amp delivering value to customers and for managing customer relationships in ways that benefit the organization and its stake holdersCoping with these exchange processes calls for a considerable amount of work and skillHence ldquomarketing management is the art amp science of choosing target markets and keeping getting amp growing customers through creating delivering and communicating superior customer valuerdquo

Business to customer marketingB2C is an abbreviated term for business to consumer marketing Business to consumer marketing is when a business markets products to a consumer market A consumer is a buyer of products that are not business related B2C products include goods and services such as food clothes cars houses phone services credit repair services etc

What Is Distinctive About B2C Marketing

B2C marketing is considered unique for the simple reason that the industry is able to strike geographical barriers and achieve worldwide audience In addition businesses are able to get to the client base straightforwardly and slash intermediary distributors when the product needs to be distributed using long-established ways B2C marketing also permits companies to cut costs

B2C marketing permits most businesses liberty and autonomy The result is that

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 24

even an undersized home based enterprise is given the chance to go up against

bigger retailers This can be achieved for the reason that the costs implicated in online B2C marketing is not as much as in conventional marketing

Lets say you a small retailer and youre promoting computers using the Internet Because you are a small fish in a big pond it is exceptionally hard for you to establish a marketplace in a conventional way In case you are wondering why well the reason is that you are competing with deep pocket big brand companies They run hundreds if not thousands of ads online in newspapers radio or TV But dont get too sad yet Here comes B2C marketing to your rescue B2C marketing provides each seller a superior chance to prove themselves in the marketplace Well more or less

Direct selling The marketing and selling of products directly to consumers away from a fixed retail location Peddling is the oldest form of direct selling Modern direct selling includes sales made through the party plan one-on-one demonstrations and other personal contact arrangements as well as internet sales The definition is The direct personal presentation demonstration and sale of products and services to consumers usually in their homes or at their jobsrdquo

According to the WFDSA consumers benefit from direct selling because of the convenience and service it provides including personal demonstration and explanation of products home delivery and generous satisfaction guarantees[5] In contrast to franchising the cost for an individual to start an independent direct selling business is typically very low with little or no required inventory or other cash commitments to begin

Direct selling is distinct from direct marketing because it is about individual sales agents reaching and dealing directly with clients Direct marketing is about business organizations seeking a relationship with their customers without going through an agentconsultant or retail outlet Direct selling often but not always uses multi-level marketing (salesperson is paid for selling and for sales made by

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 25

group Itcomprises operating companies in seven business sector Information systems and communications engineering materials services energy consumer products and chemicals

SKY BRANDThe SKY brand owned by the UK based British SKY broad casting group brings to TATA SKY the reputation of more than 20 years experience of satellite broadcasting SKY is well known for the innovative products and services launched by B SKY It is also true that any operator has to acquire 5 to 6 million subscribers who should each pay Rs 300 a month to break even and Tata Sky is about to do that in order to have a remarkable market share in this DTH

Competitive Brands under ConsiderationBasically there are four major players in this DTH service industry These are (1) Tata Sky(2) Dish TV(3) Videocon D2H(4) Reliance Big TV

COMPETITION

7

24

51

18

SUNDISH TVDDTATA SKY

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 23

THEORETICAL BACKGROUND OF THE TOPIC

What is marketing

Marketing is about identifying and meeting human amp social needs one of the shortest good definition of marketing is ldquomeeting needs profitablyrdquo

The American Marketing Association offers the following formal definitionldquoMarketing is an organizational function and a set of processes for creating communicating amp delivering value to customers and for managing customer relationships in ways that benefit the organization and its stake holdersCoping with these exchange processes calls for a considerable amount of work and skillHence ldquomarketing management is the art amp science of choosing target markets and keeping getting amp growing customers through creating delivering and communicating superior customer valuerdquo

Business to customer marketingB2C is an abbreviated term for business to consumer marketing Business to consumer marketing is when a business markets products to a consumer market A consumer is a buyer of products that are not business related B2C products include goods and services such as food clothes cars houses phone services credit repair services etc

What Is Distinctive About B2C Marketing

B2C marketing is considered unique for the simple reason that the industry is able to strike geographical barriers and achieve worldwide audience In addition businesses are able to get to the client base straightforwardly and slash intermediary distributors when the product needs to be distributed using long-established ways B2C marketing also permits companies to cut costs

B2C marketing permits most businesses liberty and autonomy The result is that

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 24

even an undersized home based enterprise is given the chance to go up against

bigger retailers This can be achieved for the reason that the costs implicated in online B2C marketing is not as much as in conventional marketing

Lets say you a small retailer and youre promoting computers using the Internet Because you are a small fish in a big pond it is exceptionally hard for you to establish a marketplace in a conventional way In case you are wondering why well the reason is that you are competing with deep pocket big brand companies They run hundreds if not thousands of ads online in newspapers radio or TV But dont get too sad yet Here comes B2C marketing to your rescue B2C marketing provides each seller a superior chance to prove themselves in the marketplace Well more or less

Direct selling The marketing and selling of products directly to consumers away from a fixed retail location Peddling is the oldest form of direct selling Modern direct selling includes sales made through the party plan one-on-one demonstrations and other personal contact arrangements as well as internet sales The definition is The direct personal presentation demonstration and sale of products and services to consumers usually in their homes or at their jobsrdquo

According to the WFDSA consumers benefit from direct selling because of the convenience and service it provides including personal demonstration and explanation of products home delivery and generous satisfaction guarantees[5] In contrast to franchising the cost for an individual to start an independent direct selling business is typically very low with little or no required inventory or other cash commitments to begin

Direct selling is distinct from direct marketing because it is about individual sales agents reaching and dealing directly with clients Direct marketing is about business organizations seeking a relationship with their customers without going through an agentconsultant or retail outlet Direct selling often but not always uses multi-level marketing (salesperson is paid for selling and for sales made by

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 25

THEORETICAL BACKGROUND OF THE TOPIC

What is marketing

Marketing is about identifying and meeting human amp social needs one of the shortest good definition of marketing is ldquomeeting needs profitablyrdquo

The American Marketing Association offers the following formal definitionldquoMarketing is an organizational function and a set of processes for creating communicating amp delivering value to customers and for managing customer relationships in ways that benefit the organization and its stake holdersCoping with these exchange processes calls for a considerable amount of work and skillHence ldquomarketing management is the art amp science of choosing target markets and keeping getting amp growing customers through creating delivering and communicating superior customer valuerdquo

Business to customer marketingB2C is an abbreviated term for business to consumer marketing Business to consumer marketing is when a business markets products to a consumer market A consumer is a buyer of products that are not business related B2C products include goods and services such as food clothes cars houses phone services credit repair services etc

What Is Distinctive About B2C Marketing

B2C marketing is considered unique for the simple reason that the industry is able to strike geographical barriers and achieve worldwide audience In addition businesses are able to get to the client base straightforwardly and slash intermediary distributors when the product needs to be distributed using long-established ways B2C marketing also permits companies to cut costs

B2C marketing permits most businesses liberty and autonomy The result is that

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 24

even an undersized home based enterprise is given the chance to go up against

bigger retailers This can be achieved for the reason that the costs implicated in online B2C marketing is not as much as in conventional marketing

Lets say you a small retailer and youre promoting computers using the Internet Because you are a small fish in a big pond it is exceptionally hard for you to establish a marketplace in a conventional way In case you are wondering why well the reason is that you are competing with deep pocket big brand companies They run hundreds if not thousands of ads online in newspapers radio or TV But dont get too sad yet Here comes B2C marketing to your rescue B2C marketing provides each seller a superior chance to prove themselves in the marketplace Well more or less

Direct selling The marketing and selling of products directly to consumers away from a fixed retail location Peddling is the oldest form of direct selling Modern direct selling includes sales made through the party plan one-on-one demonstrations and other personal contact arrangements as well as internet sales The definition is The direct personal presentation demonstration and sale of products and services to consumers usually in their homes or at their jobsrdquo

According to the WFDSA consumers benefit from direct selling because of the convenience and service it provides including personal demonstration and explanation of products home delivery and generous satisfaction guarantees[5] In contrast to franchising the cost for an individual to start an independent direct selling business is typically very low with little or no required inventory or other cash commitments to begin

Direct selling is distinct from direct marketing because it is about individual sales agents reaching and dealing directly with clients Direct marketing is about business organizations seeking a relationship with their customers without going through an agentconsultant or retail outlet Direct selling often but not always uses multi-level marketing (salesperson is paid for selling and for sales made by

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 25

even an undersized home based enterprise is given the chance to go up against

bigger retailers This can be achieved for the reason that the costs implicated in online B2C marketing is not as much as in conventional marketing

Lets say you a small retailer and youre promoting computers using the Internet Because you are a small fish in a big pond it is exceptionally hard for you to establish a marketplace in a conventional way In case you are wondering why well the reason is that you are competing with deep pocket big brand companies They run hundreds if not thousands of ads online in newspapers radio or TV But dont get too sad yet Here comes B2C marketing to your rescue B2C marketing provides each seller a superior chance to prove themselves in the marketplace Well more or less

Direct selling The marketing and selling of products directly to consumers away from a fixed retail location Peddling is the oldest form of direct selling Modern direct selling includes sales made through the party plan one-on-one demonstrations and other personal contact arrangements as well as internet sales The definition is The direct personal presentation demonstration and sale of products and services to consumers usually in their homes or at their jobsrdquo

According to the WFDSA consumers benefit from direct selling because of the convenience and service it provides including personal demonstration and explanation of products home delivery and generous satisfaction guarantees[5] In contrast to franchising the cost for an individual to start an independent direct selling business is typically very low with little or no required inventory or other cash commitments to begin

Direct selling is distinct from direct marketing because it is about individual sales agents reaching and dealing directly with clients Direct marketing is about business organizations seeking a relationship with their customers without going through an agentconsultant or retail outlet Direct selling often but not always uses multi-level marketing (salesperson is paid for selling and for sales made by

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 25

people he recruits or sponsors) rather than single-level marketing (salesperson is paid only for the sales he makes himself)

IMPORTANCECreating maintaining and using a database of customers are of utmost importance in direct sales and marketing Every company grows of course by acquiring new customers by going after them and winning them over But at the same time its rather easier and of course more economical too to make further sale to existing customers Thats why a database holds much relevance Creating a database incurs a lot of careful and analytic study and compilation work as well Its not just getting the names and addresses of regular customers and putting them down in order Lots of more useful information can be gathered about the customers like

Their ordering pattern including the frequency in which they order for things and the way they like to put their orders

Their likes and interests which includes the kind of products they prefer and the kind of benefits they look forward to in a product

Their life-pattern their social and economic status and hobbies All this gets reflected in their way of choosing products and companies

Their peer groups It should be remembered that peer groups have a considerable influence on buyers and their preferences and hence this has to be monitored

Their contacts and friends circle which can be used to get to more number of potential customers

These and many more information so gathered could help a direct sale and marketing company make the most of its marketing campaigns Its not just making a database that matters The database should be carefully maintained and regularly updated as and when you get new information Making full and effective use of a database thus created also matters in direct sales and marketing It should be remembered that the database thats at the disposal of any sales-marketing company has to be used with utmost discretion keeping with the law of the land

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 26

METHODSThere are various methods that direct sales companies and their sales representatives employ to sell products and services to consumers but there are three predominant methods used by majority of representatives in the industry

Person-to-PersonPerson-to-person selling is perhaps the most widely used method in direct sales This method of selling also involves various strategies but essentially involve interacting directly to a customer for the purpose of pitching in products and services and selling them These can be in the form of door-to-door selling telemarketing catalogue distribution and other such individual marketing efforts Most independent sales consultants initially start by selling products and services to friends and family and expand their network of customers from there It is not advisable to just sell to family and friends as while it is a convenient and viable option initially one cannot achieve ones financial goals by only selling within onersquos comfort zone There are many ways by which you can build a network and it all starts with getting the message across to consumers

Party PlanParty-plan as a marketing strategy has significantly increased in popularity after Tupperware parties proved to be a resounding success within the direct selling community Party-plan marketing is convenient and a lot more fun than person-to-person selling and it allows sales representatives to promote their products and services to groups of people rather than individually as the latter can be pretty tedious A good number of direct sales companies in the industry employ party-plan marketing and most of them have setup hostess rewards programs patterned after that of Tupperwares compensation plan for hostesses Majority of direct sellers that employ this type of method are women though there are some direct sales companies that cater specifically to men and have established a party-plan system that would appeal to the male population of direct sellers

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 27

Online SellingThe Internet has allowed for direct selling to be done online Most direct sales companies today offer website hosting and support to consultants to allow them to feature their products and services online Even with the absence of free hosting from the company it is very easy to create a website and have it available online for a relatively affordable price A great number of sales procured from direct selling come online though some consumers still prefer to order over the phone a lot have found great convenience in ordering products and services online This method while much more impersonal than face-to-face marketing and selling allows both sales representatives and consumers to save time and effortDirect Sales is an evolving definition It is one that changes as the business of direct sales changes Selling one on one is a basic function of direct sales as is selling to a group of people in some ones home otherwise known as the party plan The use of a generic meeting area is also encouraged

Another popular method to meet with others that may be interested in your products is through a video sales promotion that is accessed through a sales website online Similarly used are conference calls or online conference chats

The profession of direct sales is definitely a growing profession The market and economy effects the growth in a direct way As more and more people look to make additional money millions turn to selling products as a way to increase their cash flow

The amount of businesses coming into the marketplace with new products to sell is staggering Just about any profession is represented in some type of direct sales marketing business The direct sales industry also has a profound impact on the economy as a whole generating billions of dollars in sales each year Potential representatives looking for a way to earn that extra paycheck have a large field of

products and stable companies to choose from nowIn addition to selling products and earning a commission for that representatives of direct sales companies also may earn money by referring others to the company

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 28

that they are working with This is referred to asmulti-level marketing due to the many levels on which the consultant can be paid By adding members to their team and mentoring the new representatives or consultants additional income can be earned The larger a team grows and the more products that they sell as a whole the more income potentially can be made

Direct Sales Modes of CompensationThere are two types of compensation formats used in direct sales these are

Multi-level While not all direct sales companies employ a multi-level marketing framework for compensation a good number of companies these days prefer this method because of the profit potential for independent sales consultants Under this mode of compensation direct sales representatives are compensated for their personal sales as well as for their recruits or down line representatives commissionable sales Though there are different levels a lot of companies allow consultants to earn a portion of sales from up to three generations of down line This encourages representatives to build teams and work in groups rather than individually and offers new consultants a strong support system Aside from monthly commissionable sales sales representatives are also given an upfront commission for recruiting new members to the company While often criticized because this type of compensation strategy has given way for scammers to operate under pyramid schemes multi-level marketing can still be very profitable if employed by legitimate direct sales companies

Single level Single level marketing compensates direct sales representatives solely for their personal sales Consultants receive a commission from their monthly personal sales volume though some companies offer upfront commissions for every sale made by a consultant Commission rates can range from 20 to 50 depending on the companys compensation plan

This has become an attractive benefit to the direct sales profession By having income coming in from two different aspects of your business it will solidify your

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 29

business and its stability It also means that you will be more than likely to stay with your company instead of changing for greener pastures

Direct selling has always been an attractive venture for many people primarily because of the high potential for profit without the demanding working hours of a full-time job or running an independent business While majority of direct sales representatives only work part-time direct selling still proves to be a viable and profitable venture for those who want to work full-timeAs you can see direct sales means so much more that what those two little words imply When considering a direct sales company for your profession your sales and earnings potential are much greater than in years past All that is required of you is time and commitment to make it a success

OBJECTIVES OF THE STUDY

To find out the Perception of final consumer about TATA SKY

Being perceived as a premium offering comes with the risk of being perceived as expensive and Tata Sky is fighting that challenge today with its current communication campaign The DTH service provider which claims a subscriber base of over 75 lakh users told by our team leader has been addressing such consumer perceptions with promotions and value additions over the last 10 months Tata Sky always believed in setting the house in order before going to town with their claims The overall perception was that Tata Sky was expensive and inflexible The company has introduced several value additions over and above the offerings we had and the perception is being addressed now with the campaigns

Consumers because of the premium perception of Tata Sky did not seek options on key aspects such as its channel packages explained the spokesperson

The first commercial of the series speaks of subscription packages offering two to 12 months free while the second communicates that Tata Sky has plans for less than Rs 200

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 30

There was a perception that DTH itself being expensive there would be no plan for under Rs 200 per month The truth is that there are packages starting at Rs 180 on Tata Sky For that the company to tell about customer that we have less then Rs 200 package plan so they started putting poster and banners at the local stations as there are maximum people who get the knowledge from this advertising campaign

The issues that came to the fore in feedback received at the call centers usage patterns and other channels included perceptions on pricing in multiple television households (now at Rs 160 for the second third and fourth televisions in the house) vacation time charges (which has been addressed with an annual subscription holiday) and relocation charges Tata Sky initially thought that relocation was a Mumbai phenomenon With a number of requests coming in from all over they introduced a system where subscribers can carry the dish and we handle the transfer at Rs 125 or we handle the relocation at Rs 250 This may not have been communicated to subscribers accurately across touch points mdash like other details such as channel packages

Reasons for not picking up the sales

As dealers informed us the main reason of not picking up the sales was the irresponsible work by direct sales team and providing proper services to customers on time Many of the customers often complaint about the services of tata sky This is one of the main reasons of their sales going down There are many others problems which are discussed below

Signal failure in the monsoon time as when we talked by the customer many of customer give the same feedback of the signal failure in monsoon

Taking 3 to 4 days to provide service to the customers and the customer care says that it will be done within 24 hours

Sales man do not do their work properly and there is very less cross check done on them as they are not motivated for their work and take much break time between there working time

Installation charges and other miscellaneous expenses are too high as they give only 10meter wire free and in a big society flats there wire needed

more than 25-30 meter of wire needed

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 31

Some channels do not have good reception from the satellite Remote is not of good quality Hidden charges-free to air channels are there Packages are not so good and attractive as compare to the competitors in

the market as they are giving in their packages

These are the main reasons which the customers of Tata sky have been facing and there is negligible kind of service provided to them

Solution considering the views of consumer as well as dealer so that the required sales can be achieved

Tata sky should improve the way their direct sales team work and provide more attention and time on them They should take their teamrsquos views about what problems they are facing as they are the only ones who directly contact the customer and they would only know the problems and accordingly the problems can be solved by the company Other solution given by customers and the dealers are as follows

To be more strict on their direct sales team means checking in field that they are on field till there working hours

Providing the services to the customers on time as the installation man is not reaching to customer on the given time by the customer

To take care of signal problems which occur during monsoon time before hand so that customer do not faced the problem

They should provide some discount to their customers to capture their potential customers and slowly they can capture the maximum market as other competitors are providing

Bring more variety on channel packages to attract customer They should find new ways to advertise their product They should review their packages and launch some economical packages

for middle class people

SCOPE OF THE PROJECT

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 32

When I joined the company then I was given the project of direct sales in first month and in second month I had to do the sales in an unconventional way These are explained below in a better way

Direct Sales (first month)

At the initial stage I have been provided with the training about the products of the company and then I have to do sale of the products of the company on the field I was being provided with target of a month and I had to give daily commitments of selling the product of Tata sky to my team leader and in the end of the day we have to message our achievement ie how many I had sale today This was a very good experience faced by me during the period of one month in which I met too many customers and understood the needs wants problems which were faced by the customers in DTH service

In my view this was the best experience in which I learnt

Customer understanding Marketing mix used by the company Sales process Strategy Market understanding

This was the work which I did in my first months of my summer interns and I got a

very good experience of learning

Unconventional Way of Sales (second month)

Then in the second month I was been provided with the unconventional way of selling the product in which I had to meet the people which can easily meet the customers and who visit daily to them like washer man newspaper man milk man and etc to convert them for doing sales of Tata sky because in some buildings in which the sales people were not allowed to enter but these people entre daily This was a very unique way of sales which was introduced by the company and I enjoyed working on this project as we had to convert the people who were less

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 33

educated unlike I did in the first month in direct sales in which I had to mostly communicate with the literate class

These people were also provided with commission on each sale of a product because then only they would be ready to do this work and in this work they donrsquot have to put any extra efforts for doing the sales In this project my work was just to convert these people for doing the sales on behalf of the company and help the company in increasing sales

LEAD GENERATION - The company also give the commission on lead generated by them ie when he tells about the TATA SKY product to the customer and customer donrsquot satisfied with him then he give the phone number of the customer to the team leader and then team leader send the person from direct sales team and he goes to the customer house and close the deal then the washer man will get INR 100 for giving the lead and the deal is closed successful

LIMITATIONS OF THE PROJECT

1 To sell the product from an illiterate people2 Reaching to the customers3 Limited time for approaching customers4 Customers were not ready to listen and believe5 It was very difficult to find out typical amp hardcore washer men in Mumbai

6 It was very difficult to convert a client into a customer

7 Most of the customers preferred to buy the product from a reliable source8 Salesman was not allowed in the societies

OBSERVATION AND CONCLUSION

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 34

First observation for the perception of the final customer is that they are not having the knowledge which the Tata Sky is promoting and delivering to its Tata Sky customers by the way of its promotion strategy they donrsquot know about its packages and cost which the Tata Sky is telling to them through its promotions The overall perception was that Tata Sky was expensive and inflexible There was a perception that DTH itself being expensive there would be no plan for under Rs 200 per month The truth is that there are packages starting at Rs 180 on Tata Sky So the company has started to convey this to the customer by hanging hordings to the local stations and bus stands so that the large customers can see to it and by doing this there perception can changed

Second observation of the study why the sale is not picking up are that there are some problem faced by the customers like signal failure in monsoon season the service is not provided on time as per the commitment of customer care representative some channels have bad signal the direct sales people are less motivated towards their work there are miscellaneous charges on installation And the packages which are provided by the company are less attractive then their competitors are giving So if the company can overcome to these problems then there will be definitely pickup of the sale and the direct sale team member should be more strict in there working hour and checked on field that they are doing work properly to increased sale or not

Some Conclusions are

To be more strict on their direct sales team

Providing the services to the customers on time To take care of signal problems which occur during monsoon time before

hand They should provide some discount to their customers to capture their

potential customers and slowly they can capture the maximum market

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 35

Failure of telecommunication network should be paid more attention Bring more variety on channel packages They should introduce services like internet which will make them unique in

their category They should find new ways to advertise their product They should review their packages and launch some economical packages

for middle class people

RECOMMENDATIONS

To tell subscribers what benefits they get from the product rather than talk about the features

To communicate the message of Tata Sky being a one-stop shop for complete home entertainment making other mediums redundant

To reinforce greater customer care initiatives and retain market lead

They should improve their customer care

They should use more advanced technology for the improvement of the picture quality

They should review their packages and launch some economical packages for middle class people

They should introduce new schemes to attract customers

They should introduce new services like internet which will make them unique in their category

They should find new ways to advertise their product

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 36

Hidden charges should be delivered to customers

They should recruit good installation employee

Bibliography and References

wwwtataskycom wwwtataskypluscom httptogyoindiacomIndian_DTH_Market_forecastpdf wwwwikipediaorg httpwwwindiantelevisioncomdth httpwwwsaveondishcomforumT-dth Enwikiepediaorgwikitata_sky httpwwwpumba-onlinecom wwwnewscorpcomreport20112012pdf Marketing management 13th addition Philip Kotler

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 37

• ISO 27001 2005 accreditation
• • Person-to-Person
  • Party Plan
  • Online Selling
  • Direct Sales Modes of Compensation
  • • Multi-level While not all direct sales companies employ a multi-level marketing framework for compensation a good number of companies these days prefer this method because of the profit potential for independent sales consultants Under this mode of compensation direct sales representatives are compensated for their personal sales as well as for their recruits or down line representatives commissionable sales Though there are different levels a lot of companies allow consultants to earn a portion of sales from up to three generations of down line This encourages representatives to build teams and work in groups rather than individually and offers new consultants a strong support system Aside from monthly commissionable sales sales representatives are also given an upfront commission for recruiting new members to the company While often criticized because this type of compensation strategy has given way for scammers to operate under pyramid schemes multi-level marketing can still be very profitable if employed by legitimate direct sales companies
    • Single level Single level marketing compensates direct sales representatives solely for their personal sales Consultants receive a commission from their monthly personal sales volume though some companies offer upfront commissions for every sale made by a consultant Commission rates can range from 20 to 50 depending on the companys compensation plan

Some channels do not have good reception from the satellite Remote is not of good quality Hidden charges-free to air channels are there Packages are not so good and attractive as compare to the competitors in

the market as they are giving in their packages

These are the main reasons which the customers of Tata sky have been facing and there is negligible kind of service provided to them

Solution considering the views of consumer as well as dealer so that the required sales can be achieved

Tata sky should improve the way their direct sales team work and provide more attention and time on them They should take their teamrsquos views about what problems they are facing as they are the only ones who directly contact the customer and they would only know the problems and accordingly the problems can be solved by the company Other solution given by customers and the dealers are as follows

To be more strict on their direct sales team means checking in field that they are on field till there working hours

Providing the services to the customers on time as the installation man is not reaching to customer on the given time by the customer

To take care of signal problems which occur during monsoon time before hand so that customer do not faced the problem

They should provide some discount to their customers to capture their potential customers and slowly they can capture the maximum market as other competitors are providing

Bring more variety on channel packages to attract customer They should find new ways to advertise their product They should review their packages and launch some economical packages

for middle class people

SCOPE OF THE PROJECT

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 32

When I joined the company then I was given the project of direct sales in first month and in second month I had to do the sales in an unconventional way These are explained below in a better way

Direct Sales (first month)

At the initial stage I have been provided with the training about the products of the company and then I have to do sale of the products of the company on the field I was being provided with target of a month and I had to give daily commitments of selling the product of Tata sky to my team leader and in the end of the day we have to message our achievement ie how many I had sale today This was a very good experience faced by me during the period of one month in which I met too many customers and understood the needs wants problems which were faced by the customers in DTH service

In my view this was the best experience in which I learnt

Customer understanding Marketing mix used by the company Sales process Strategy Market understanding

This was the work which I did in my first months of my summer interns and I got a

very good experience of learning

Unconventional Way of Sales (second month)

Then in the second month I was been provided with the unconventional way of selling the product in which I had to meet the people which can easily meet the customers and who visit daily to them like washer man newspaper man milk man and etc to convert them for doing sales of Tata sky because in some buildings in which the sales people were not allowed to enter but these people entre daily This was a very unique way of sales which was introduced by the company and I enjoyed working on this project as we had to convert the people who were less

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 33

educated unlike I did in the first month in direct sales in which I had to mostly communicate with the literate class

These people were also provided with commission on each sale of a product because then only they would be ready to do this work and in this work they donrsquot have to put any extra efforts for doing the sales In this project my work was just to convert these people for doing the sales on behalf of the company and help the company in increasing sales

LEAD GENERATION - The company also give the commission on lead generated by them ie when he tells about the TATA SKY product to the customer and customer donrsquot satisfied with him then he give the phone number of the customer to the team leader and then team leader send the person from direct sales team and he goes to the customer house and close the deal then the washer man will get INR 100 for giving the lead and the deal is closed successful

LIMITATIONS OF THE PROJECT

1 To sell the product from an illiterate people2 Reaching to the customers3 Limited time for approaching customers4 Customers were not ready to listen and believe5 It was very difficult to find out typical amp hardcore washer men in Mumbai

6 It was very difficult to convert a client into a customer

7 Most of the customers preferred to buy the product from a reliable source8 Salesman was not allowed in the societies

OBSERVATION AND CONCLUSION

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 34

First observation for the perception of the final customer is that they are not having the knowledge which the Tata Sky is promoting and delivering to its Tata Sky customers by the way of its promotion strategy they donrsquot know about its packages and cost which the Tata Sky is telling to them through its promotions The overall perception was that Tata Sky was expensive and inflexible There was a perception that DTH itself being expensive there would be no plan for under Rs 200 per month The truth is that there are packages starting at Rs 180 on Tata Sky So the company has started to convey this to the customer by hanging hordings to the local stations and bus stands so that the large customers can see to it and by doing this there perception can changed

Second observation of the study why the sale is not picking up are that there are some problem faced by the customers like signal failure in monsoon season the service is not provided on time as per the commitment of customer care representative some channels have bad signal the direct sales people are less motivated towards their work there are miscellaneous charges on installation And the packages which are provided by the company are less attractive then their competitors are giving So if the company can overcome to these problems then there will be definitely pickup of the sale and the direct sale team member should be more strict in there working hour and checked on field that they are doing work properly to increased sale or not

Some Conclusions are

To be more strict on their direct sales team

Providing the services to the customers on time To take care of signal problems which occur during monsoon time before

hand They should provide some discount to their customers to capture their

potential customers and slowly they can capture the maximum market

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 35

Failure of telecommunication network should be paid more attention Bring more variety on channel packages They should introduce services like internet which will make them unique in

their category They should find new ways to advertise their product They should review their packages and launch some economical packages

for middle class people

RECOMMENDATIONS

To tell subscribers what benefits they get from the product rather than talk about the features

To communicate the message of Tata Sky being a one-stop shop for complete home entertainment making other mediums redundant

To reinforce greater customer care initiatives and retain market lead

They should improve their customer care

They should use more advanced technology for the improvement of the picture quality

They should review their packages and launch some economical packages for middle class people

They should introduce new schemes to attract customers

They should introduce new services like internet which will make them unique in their category

They should find new ways to advertise their product

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 36

Hidden charges should be delivered to customers

They should recruit good installation employee

Bibliography and References

wwwtataskycom wwwtataskypluscom httptogyoindiacomIndian_DTH_Market_forecastpdf wwwwikipediaorg httpwwwindiantelevisioncomdth httpwwwsaveondishcomforumT-dth Enwikiepediaorgwikitata_sky httpwwwpumba-onlinecom wwwnewscorpcomreport20112012pdf Marketing management 13th addition Philip Kotler

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 37

• ISO 27001 2005 accreditation
• • Person-to-Person
  • Party Plan
  • Online Selling
  • Direct Sales Modes of Compensation
  • • Multi-level While not all direct sales companies employ a multi-level marketing framework for compensation a good number of companies these days prefer this method because of the profit potential for independent sales consultants Under this mode of compensation direct sales representatives are compensated for their personal sales as well as for their recruits or down line representatives commissionable sales Though there are different levels a lot of companies allow consultants to earn a portion of sales from up to three generations of down line This encourages representatives to build teams and work in groups rather than individually and offers new consultants a strong support system Aside from monthly commissionable sales sales representatives are also given an upfront commission for recruiting new members to the company While often criticized because this type of compensation strategy has given way for scammers to operate under pyramid schemes multi-level marketing can still be very profitable if employed by legitimate direct sales companies
    • Single level Single level marketing compensates direct sales representatives solely for their personal sales Consultants receive a commission from their monthly personal sales volume though some companies offer upfront commissions for every sale made by a consultant Commission rates can range from 20 to 50 depending on the companys compensation plan

When I joined the company then I was given the project of direct sales in first month and in second month I had to do the sales in an unconventional way These are explained below in a better way

Direct Sales (first month)

At the initial stage I have been provided with the training about the products of the company and then I have to do sale of the products of the company on the field I was being provided with target of a month and I had to give daily commitments of selling the product of Tata sky to my team leader and in the end of the day we have to message our achievement ie how many I had sale today This was a very good experience faced by me during the period of one month in which I met too many customers and understood the needs wants problems which were faced by the customers in DTH service

In my view this was the best experience in which I learnt

Customer understanding Marketing mix used by the company Sales process Strategy Market understanding

This was the work which I did in my first months of my summer interns and I got a

very good experience of learning

Unconventional Way of Sales (second month)

Then in the second month I was been provided with the unconventional way of selling the product in which I had to meet the people which can easily meet the customers and who visit daily to them like washer man newspaper man milk man and etc to convert them for doing sales of Tata sky because in some buildings in which the sales people were not allowed to enter but these people entre daily This was a very unique way of sales which was introduced by the company and I enjoyed working on this project as we had to convert the people who were less

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 33

educated unlike I did in the first month in direct sales in which I had to mostly communicate with the literate class

These people were also provided with commission on each sale of a product because then only they would be ready to do this work and in this work they donrsquot have to put any extra efforts for doing the sales In this project my work was just to convert these people for doing the sales on behalf of the company and help the company in increasing sales

LEAD GENERATION - The company also give the commission on lead generated by them ie when he tells about the TATA SKY product to the customer and customer donrsquot satisfied with him then he give the phone number of the customer to the team leader and then team leader send the person from direct sales team and he goes to the customer house and close the deal then the washer man will get INR 100 for giving the lead and the deal is closed successful

LIMITATIONS OF THE PROJECT

1 To sell the product from an illiterate people2 Reaching to the customers3 Limited time for approaching customers4 Customers were not ready to listen and believe5 It was very difficult to find out typical amp hardcore washer men in Mumbai

6 It was very difficult to convert a client into a customer

7 Most of the customers preferred to buy the product from a reliable source8 Salesman was not allowed in the societies

OBSERVATION AND CONCLUSION

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 34

First observation for the perception of the final customer is that they are not having the knowledge which the Tata Sky is promoting and delivering to its Tata Sky customers by the way of its promotion strategy they donrsquot know about its packages and cost which the Tata Sky is telling to them through its promotions The overall perception was that Tata Sky was expensive and inflexible There was a perception that DTH itself being expensive there would be no plan for under Rs 200 per month The truth is that there are packages starting at Rs 180 on Tata Sky So the company has started to convey this to the customer by hanging hordings to the local stations and bus stands so that the large customers can see to it and by doing this there perception can changed

Second observation of the study why the sale is not picking up are that there are some problem faced by the customers like signal failure in monsoon season the service is not provided on time as per the commitment of customer care representative some channels have bad signal the direct sales people are less motivated towards their work there are miscellaneous charges on installation And the packages which are provided by the company are less attractive then their competitors are giving So if the company can overcome to these problems then there will be definitely pickup of the sale and the direct sale team member should be more strict in there working hour and checked on field that they are doing work properly to increased sale or not

Some Conclusions are

To be more strict on their direct sales team

Providing the services to the customers on time To take care of signal problems which occur during monsoon time before

hand They should provide some discount to their customers to capture their

potential customers and slowly they can capture the maximum market

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 35

Failure of telecommunication network should be paid more attention Bring more variety on channel packages They should introduce services like internet which will make them unique in

their category They should find new ways to advertise their product They should review their packages and launch some economical packages

for middle class people

RECOMMENDATIONS

To tell subscribers what benefits they get from the product rather than talk about the features

To communicate the message of Tata Sky being a one-stop shop for complete home entertainment making other mediums redundant

To reinforce greater customer care initiatives and retain market lead

They should improve their customer care

They should use more advanced technology for the improvement of the picture quality

They should review their packages and launch some economical packages for middle class people

They should introduce new schemes to attract customers

They should introduce new services like internet which will make them unique in their category

They should find new ways to advertise their product

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 36

Hidden charges should be delivered to customers

They should recruit good installation employee

Bibliography and References

wwwtataskycom wwwtataskypluscom httptogyoindiacomIndian_DTH_Market_forecastpdf wwwwikipediaorg httpwwwindiantelevisioncomdth httpwwwsaveondishcomforumT-dth Enwikiepediaorgwikitata_sky httpwwwpumba-onlinecom wwwnewscorpcomreport20112012pdf Marketing management 13th addition Philip Kotler

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 37

• ISO 27001 2005 accreditation
• • Person-to-Person
  • Party Plan
  • Online Selling
  • Direct Sales Modes of Compensation
  • • Multi-level While not all direct sales companies employ a multi-level marketing framework for compensation a good number of companies these days prefer this method because of the profit potential for independent sales consultants Under this mode of compensation direct sales representatives are compensated for their personal sales as well as for their recruits or down line representatives commissionable sales Though there are different levels a lot of companies allow consultants to earn a portion of sales from up to three generations of down line This encourages representatives to build teams and work in groups rather than individually and offers new consultants a strong support system Aside from monthly commissionable sales sales representatives are also given an upfront commission for recruiting new members to the company While often criticized because this type of compensation strategy has given way for scammers to operate under pyramid schemes multi-level marketing can still be very profitable if employed by legitimate direct sales companies
    • Single level Single level marketing compensates direct sales representatives solely for their personal sales Consultants receive a commission from their monthly personal sales volume though some companies offer upfront commissions for every sale made by a consultant Commission rates can range from 20 to 50 depending on the companys compensation plan

educated unlike I did in the first month in direct sales in which I had to mostly communicate with the literate class

These people were also provided with commission on each sale of a product because then only they would be ready to do this work and in this work they donrsquot have to put any extra efforts for doing the sales In this project my work was just to convert these people for doing the sales on behalf of the company and help the company in increasing sales

LEAD GENERATION - The company also give the commission on lead generated by them ie when he tells about the TATA SKY product to the customer and customer donrsquot satisfied with him then he give the phone number of the customer to the team leader and then team leader send the person from direct sales team and he goes to the customer house and close the deal then the washer man will get INR 100 for giving the lead and the deal is closed successful

LIMITATIONS OF THE PROJECT

1 To sell the product from an illiterate people2 Reaching to the customers3 Limited time for approaching customers4 Customers were not ready to listen and believe5 It was very difficult to find out typical amp hardcore washer men in Mumbai

6 It was very difficult to convert a client into a customer

7 Most of the customers preferred to buy the product from a reliable source8 Salesman was not allowed in the societies

OBSERVATION AND CONCLUSION

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 34

First observation for the perception of the final customer is that they are not having the knowledge which the Tata Sky is promoting and delivering to its Tata Sky customers by the way of its promotion strategy they donrsquot know about its packages and cost which the Tata Sky is telling to them through its promotions The overall perception was that Tata Sky was expensive and inflexible There was a perception that DTH itself being expensive there would be no plan for under Rs 200 per month The truth is that there are packages starting at Rs 180 on Tata Sky So the company has started to convey this to the customer by hanging hordings to the local stations and bus stands so that the large customers can see to it and by doing this there perception can changed

Second observation of the study why the sale is not picking up are that there are some problem faced by the customers like signal failure in monsoon season the service is not provided on time as per the commitment of customer care representative some channels have bad signal the direct sales people are less motivated towards their work there are miscellaneous charges on installation And the packages which are provided by the company are less attractive then their competitors are giving So if the company can overcome to these problems then there will be definitely pickup of the sale and the direct sale team member should be more strict in there working hour and checked on field that they are doing work properly to increased sale or not

Some Conclusions are

To be more strict on their direct sales team

Providing the services to the customers on time To take care of signal problems which occur during monsoon time before

hand They should provide some discount to their customers to capture their

potential customers and slowly they can capture the maximum market

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 35

Failure of telecommunication network should be paid more attention Bring more variety on channel packages They should introduce services like internet which will make them unique in

their category They should find new ways to advertise their product They should review their packages and launch some economical packages

for middle class people

RECOMMENDATIONS

To tell subscribers what benefits they get from the product rather than talk about the features

To communicate the message of Tata Sky being a one-stop shop for complete home entertainment making other mediums redundant

To reinforce greater customer care initiatives and retain market lead

They should improve their customer care

They should use more advanced technology for the improvement of the picture quality

They should review their packages and launch some economical packages for middle class people

They should introduce new schemes to attract customers

They should introduce new services like internet which will make them unique in their category

They should find new ways to advertise their product

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 36

Hidden charges should be delivered to customers

They should recruit good installation employee

Bibliography and References

wwwtataskycom wwwtataskypluscom httptogyoindiacomIndian_DTH_Market_forecastpdf wwwwikipediaorg httpwwwindiantelevisioncomdth httpwwwsaveondishcomforumT-dth Enwikiepediaorgwikitata_sky httpwwwpumba-onlinecom wwwnewscorpcomreport20112012pdf Marketing management 13th addition Philip Kotler

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 37

• ISO 27001 2005 accreditation
• • Person-to-Person
  • Party Plan
  • Online Selling
  • Direct Sales Modes of Compensation
  • • Multi-level While not all direct sales companies employ a multi-level marketing framework for compensation a good number of companies these days prefer this method because of the profit potential for independent sales consultants Under this mode of compensation direct sales representatives are compensated for their personal sales as well as for their recruits or down line representatives commissionable sales Though there are different levels a lot of companies allow consultants to earn a portion of sales from up to three generations of down line This encourages representatives to build teams and work in groups rather than individually and offers new consultants a strong support system Aside from monthly commissionable sales sales representatives are also given an upfront commission for recruiting new members to the company While often criticized because this type of compensation strategy has given way for scammers to operate under pyramid schemes multi-level marketing can still be very profitable if employed by legitimate direct sales companies
    • Single level Single level marketing compensates direct sales representatives solely for their personal sales Consultants receive a commission from their monthly personal sales volume though some companies offer upfront commissions for every sale made by a consultant Commission rates can range from 20 to 50 depending on the companys compensation plan

First observation for the perception of the final customer is that they are not having the knowledge which the Tata Sky is promoting and delivering to its Tata Sky customers by the way of its promotion strategy they donrsquot know about its packages and cost which the Tata Sky is telling to them through its promotions The overall perception was that Tata Sky was expensive and inflexible There was a perception that DTH itself being expensive there would be no plan for under Rs 200 per month The truth is that there are packages starting at Rs 180 on Tata Sky So the company has started to convey this to the customer by hanging hordings to the local stations and bus stands so that the large customers can see to it and by doing this there perception can changed

Second observation of the study why the sale is not picking up are that there are some problem faced by the customers like signal failure in monsoon season the service is not provided on time as per the commitment of customer care representative some channels have bad signal the direct sales people are less motivated towards their work there are miscellaneous charges on installation And the packages which are provided by the company are less attractive then their competitors are giving So if the company can overcome to these problems then there will be definitely pickup of the sale and the direct sale team member should be more strict in there working hour and checked on field that they are doing work properly to increased sale or not

Some Conclusions are

To be more strict on their direct sales team

Providing the services to the customers on time To take care of signal problems which occur during monsoon time before

hand They should provide some discount to their customers to capture their

potential customers and slowly they can capture the maximum market

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 35

Failure of telecommunication network should be paid more attention Bring more variety on channel packages They should introduce services like internet which will make them unique in

their category They should find new ways to advertise their product They should review their packages and launch some economical packages

for middle class people

RECOMMENDATIONS

To tell subscribers what benefits they get from the product rather than talk about the features

To communicate the message of Tata Sky being a one-stop shop for complete home entertainment making other mediums redundant

To reinforce greater customer care initiatives and retain market lead

They should improve their customer care

They should use more advanced technology for the improvement of the picture quality

They should review their packages and launch some economical packages for middle class people

They should introduce new schemes to attract customers

They should introduce new services like internet which will make them unique in their category

They should find new ways to advertise their product

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 36

Hidden charges should be delivered to customers

They should recruit good installation employee

Bibliography and References

wwwtataskycom wwwtataskypluscom httptogyoindiacomIndian_DTH_Market_forecastpdf wwwwikipediaorg httpwwwindiantelevisioncomdth httpwwwsaveondishcomforumT-dth Enwikiepediaorgwikitata_sky httpwwwpumba-onlinecom wwwnewscorpcomreport20112012pdf Marketing management 13th addition Philip Kotler

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 37

• ISO 27001 2005 accreditation
• • Person-to-Person
  • Party Plan
  • Online Selling
  • Direct Sales Modes of Compensation
  • • Multi-level While not all direct sales companies employ a multi-level marketing framework for compensation a good number of companies these days prefer this method because of the profit potential for independent sales consultants Under this mode of compensation direct sales representatives are compensated for their personal sales as well as for their recruits or down line representatives commissionable sales Though there are different levels a lot of companies allow consultants to earn a portion of sales from up to three generations of down line This encourages representatives to build teams and work in groups rather than individually and offers new consultants a strong support system Aside from monthly commissionable sales sales representatives are also given an upfront commission for recruiting new members to the company While often criticized because this type of compensation strategy has given way for scammers to operate under pyramid schemes multi-level marketing can still be very profitable if employed by legitimate direct sales companies
    • Single level Single level marketing compensates direct sales representatives solely for their personal sales Consultants receive a commission from their monthly personal sales volume though some companies offer upfront commissions for every sale made by a consultant Commission rates can range from 20 to 50 depending on the companys compensation plan

Failure of telecommunication network should be paid more attention Bring more variety on channel packages They should introduce services like internet which will make them unique in

their category They should find new ways to advertise their product They should review their packages and launch some economical packages

for middle class people

RECOMMENDATIONS

To tell subscribers what benefits they get from the product rather than talk about the features

To communicate the message of Tata Sky being a one-stop shop for complete home entertainment making other mediums redundant

To reinforce greater customer care initiatives and retain market lead

They should improve their customer care

They should use more advanced technology for the improvement of the picture quality

They should review their packages and launch some economical packages for middle class people

They should introduce new schemes to attract customers

They should introduce new services like internet which will make them unique in their category

They should find new ways to advertise their product

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 36

Hidden charges should be delivered to customers

They should recruit good installation employee

Bibliography and References

wwwtataskycom wwwtataskypluscom httptogyoindiacomIndian_DTH_Market_forecastpdf wwwwikipediaorg httpwwwindiantelevisioncomdth httpwwwsaveondishcomforumT-dth Enwikiepediaorgwikitata_sky httpwwwpumba-onlinecom wwwnewscorpcomreport20112012pdf Marketing management 13th addition Philip Kotler

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 37

• ISO 27001 2005 accreditation
• • Person-to-Person
  • Party Plan
  • Online Selling
  • Direct Sales Modes of Compensation
  • • Multi-level While not all direct sales companies employ a multi-level marketing framework for compensation a good number of companies these days prefer this method because of the profit potential for independent sales consultants Under this mode of compensation direct sales representatives are compensated for their personal sales as well as for their recruits or down line representatives commissionable sales Though there are different levels a lot of companies allow consultants to earn a portion of sales from up to three generations of down line This encourages representatives to build teams and work in groups rather than individually and offers new consultants a strong support system Aside from monthly commissionable sales sales representatives are also given an upfront commission for recruiting new members to the company While often criticized because this type of compensation strategy has given way for scammers to operate under pyramid schemes multi-level marketing can still be very profitable if employed by legitimate direct sales companies
    • Single level Single level marketing compensates direct sales representatives solely for their personal sales Consultants receive a commission from their monthly personal sales volume though some companies offer upfront commissions for every sale made by a consultant Commission rates can range from 20 to 50 depending on the companys compensation plan

Hidden charges should be delivered to customers

They should recruit good installation employee

Bibliography and References

wwwtataskycom wwwtataskypluscom httptogyoindiacomIndian_DTH_Market_forecastpdf wwwwikipediaorg httpwwwindiantelevisioncomdth httpwwwsaveondishcomforumT-dth Enwikiepediaorgwikitata_sky httpwwwpumba-onlinecom wwwnewscorpcomreport20112012pdf Marketing management 13th addition Philip Kotler

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Page 37

• ISO 27001 2005 accreditation
• • Person-to-Person
  • Party Plan
  • Online Selling
  • Direct Sales Modes of Compensation
  • • Multi-level While not all direct sales companies employ a multi-level marketing framework for compensation a good number of companies these days prefer this method because of the profit potential for independent sales consultants Under this mode of compensation direct sales representatives are compensated for their personal sales as well as for their recruits or down line representatives commissionable sales Though there are different levels a lot of companies allow consultants to earn a portion of sales from up to three generations of down line This encourages representatives to build teams and work in groups rather than individually and offers new consultants a strong support system Aside from monthly commissionable sales sales representatives are also given an upfront commission for recruiting new members to the company While often criticized because this type of compensation strategy has given way for scammers to operate under pyramid schemes multi-level marketing can still be very profitable if employed by legitimate direct sales companies
    • Single level Single level marketing compensates direct sales representatives solely for their personal sales Consultants receive a commission from their monthly personal sales volume though some companies offer upfront commissions for every sale made by a consultant Commission rates can range from 20 to 50 depending on the companys compensation plan