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Group-9,PGDBM (Sec-A) Raj Kumar Rath Ankit Jain Abhishek Mahajan Aprajita Verma Vaishali Bhati Sonal Agarwal
isko laga dala toh life jhingalala
TATA SKY IS 80-20 JOINT VENTURE BETWEEN TATA GROUP & STAR.INCORPORATED IN 2004 & LAUNCHED ON 8TH AUGUST 2006
USES THE SKY BRAND OWNED BY BRITISH SKY BROADCASTING
Businesses in various sectors – Materials, Engineering, Services, Energy, Information systems & communications and chemicals.
isko laga dala toh life jhingalala
Segment Gap
Need for quality DTH service
Channels in different Languages
Interactive Features
Target segment
Metro city audience
Other urban cities & towns
High Income groups.
isko laga dala toh life jhingalala
Dish TV Reliance Big TV
Airtel Digital TV
isko laga dala toh life jhingalala
Variety with quality
“Entertainment would never be the same again.”
“Isko laga dala toh life jhinga lala”
isko laga dala toh life jhingalala
Introductory price Rs.200 per month Set top box worth Rs. 1599 Additional STB Rs. 750 Superior technology => comparatively
higher price => Target consumers
isko laga dala toh life jhingalala
Market Offerings (The 3 Cs)
Control : Multi-view Mosaic Window & Parental Control Convenience : 7 days EPG Choice : No. of Channels Evolved user interface
isko laga dala toh life jhingalala
Features
187 channels Fixed channel positions and uniform volume
levels 7 days EPG Parental controls VOD – Newly released movies and Sporting
events without commercials Multi-view Mosaic Window
isko laga dala toh life jhingalala
isko laga dala toh life jhingalala
Rs 1,599(inclusive of all taxes)
Rs 1,000(inclusive of all taxes)
Packages starting fromRs 125per month
Benefits
Lock in period (1 year) Multiple connections at cheaper rates. Region specific offer Superior picture and sound quality
isko laga dala toh life jhingalala
Special introductory offers Two-pronged strategy Set up a call center in South India Soft launch Wide spread availability Retailing avenues Shift from FLAT FEE model to CASH PER
lead model. Value for money.
isko laga dala toh life jhingalala
Advertisements
Print Media
Brand Ambassadors: Aamir Khan Asin Thotunkal
isko laga dala toh life jhingalala
Annual sales figures
isko laga dala toh life jhingalala
10
7
30
53
Market Share (in %)
Big TV
Airtel's Digital TV
Tata Sky
Dish TV
isko laga dala toh life jhingalala
TATA SKY AIRTEL DIGITAL TV
BIG TV DISH TV
PRICING Set top Box- Rs. 1599Rentals- Rs.125-Rs.310
Set top Box- Rs. 1750Rentals- Rs.109 – Rs. 850
Set top Box- Rs.1490Rentals-Rs.100-Rs.450
Set top Box- Rs. 1499Rentals- Rs.113 – Rs. 283
NO. OF CHANNELS
187 164 184 180
isko laga dala toh life jhingalala
isko laga dala toh life jhingalala
www.tata.com www.tatasky.com Wikipedia Customer Forwarding Agency (CFA)
isko laga dala toh life jhingalala
isko laga dala toh life jhingalala
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