PresentationIntegrated Learning Project

BY-NIKHIL MUNJAL

BBA

About the Industry Tata Sky & Dish TV belongs to DTH Industry.

• DTH in India is a huge industry which has thousands of programmed in many languages.

• The small screen has produced

numerous celebrities, some even attaining national fame.

• TV soaps are extremely popular.

• Approximately half of all Indian households own a television.

• There are over 515 channels of which 150 are pay channels.

• It is the third largest in the world after  China and United States.

History Of The Industry• DTH services were

introduced in India in the early 1996.

• The first DTH service was named

DD Direct plus.

• DD Direct was India’s 1st and only DTH service for which consumer did not have to pay any charges.

GROWTH OF THE INDUSTRY

20% annual growth is being witnessed in the

DTH sector in India with over 8.5 million

households having digital pay-TV.

8.5 million

Subscribers

27%

24%23%

12%

11% 3%

List of Players in the Industry

DISH TV

TATA SKY

SUN DIRECT

AIRTEL DIGITAL

RELIANCE BIG TV

VIDEOCON

TATA Sky is a 

direct broadcast satellite television provider in India, using 

MPEG-2 andMPEG-4 digital compression technology .It was

incorporated in 2004.

Mr.Vikram Kaushik CEO of Tata Sky

HISTORYTATA SKY is a joint venture between the Tata Sons, that owns 80% and STAR India that owns a 20% stake. 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 also.

Dish TV India Limited  is an Indian company that provides direct-to-home(DTH) satellite television. Dish TV is a division of Zee Network Enterprise. Dish TV is presently Asia's largest and going to be the world's largest DTH company.

Mr. R. C. Venkateish CEO of Dish TV 

History Dish TV is India’s first private Indian company to start Direct to Home(DTH) satellite broadcast operations in the country . It provides multi-channel subscriptiontelevision service and interactive services.

• Dish TV launched its high definition service called Dish truHD in the year 2011.

• Dish TV had about 12 million customers as of March 2012.

 Brand Ambassador for TATA sky

Aamir Khan, one of India’s highly  acclaimed actors, is the  brand ambassador for tata sky. He is the highest-paid brand ambassador today. His contract with Tata sky is for 20months.

AAMIR KHAN

  Brand Ambassador for DISH TV

Dish TV has extended its tie up with Shahrukh Khan for endorsing its brand for another 18 months. As brand ambassador, the King Khan is playing a key role in the brand and product communication on television, in print and outdoor media.

Shahrukh Khan

Marketing Mix TATA SKY emphasis all the four P’s of marketing .

ProductPrice Place Promotion

PRODUCTTATA SKY –It is basic set-top-box with dvd quality picture and cd quality sound along with new age interactive services.

TATA SKY HD –IT was launched on June 14,2010 and has chAnnels with 5.1CH surround sound well.

TATA SKY+HD- Tata sky have launched their HD DVR set top box which comes with a 500GB hard disk.

Video on Demand – on December 25,2011 Tata sky launched video on demand(VOD) services for their Tata sky + HD set top boxes.

PRICE• In Feb 2008 tata sky reduced its

set top box price by 50%(rs.2999-1499)

• In June 2008 it reduced its subscription

fee for channel packages.

PLACE• TATA sky had a wide

distribution network across the country.

• In order to reach the rural consumers, TATA sky have agreements with ITC’S e- choupal.

• In order to urban customers, it had tie-ups with Infiniti retail’s chroma and pantaloon’s retail.

• It has approx. 35,000 outlets in 5000 towns across India

PROMOTIONThe company launched 360 degree advertising campaign.

In an effort to educate consumers about the comparative benefits of TATA sky ,it displayed its services at airports, railway station etc. across India.Apart from advertising campaign Tata sky launched some promotional offers.

Marketing mix of DishTV

PRODUCT Dish Tru HD+: Dish TV Recently introduces

its DVR service which requires an External USB Hard disk drive to be plug into the Set Top Box's USB Port it can provide & support recording space up to 2 TB.

Dish+: Dishtv Introduced Dish+ For Its SD Subscribers With The same Features As Dish Tru HD + In SD Mode.

Dish on wheels :Dish TV also provides mobile satellite TV on vehicles, trains and aircraft

PRICE

Dish TV has slightly cut its prices and positioned its basic pack at Rs 113 (plus taxes) for 135 channels, extending up to Rs 283 (plus taxes) for 185 channels. 

PLACE

The Company has created a zonal structure comprising of 7 zones to createa wide spread distribution capability across India.

Company have a network of 575 distributors and approx.45,000 dealers (dealership presence in 5,200 towns)

They have100 Dish Care Centers , offering customer care in 9 different languages.

Dish TV has 24* 7 call center with 1600 seats in 11 different languages to take care of subscriber requirements any point of time and to ensure timely solution to problems and queries

PROMOTION

• Dish TV is spending a whopping amount of Rs 30 crore to foray into the hearts of the consumers.

• The brand campaign is targeted at a wide base of new and existing subscribers through a 360 degree media approach.

• Offers such as the ‘Set Top Box Free Offer’ and ‘Recharge Free Offer’.

CURRENT STRATEGIESoGain Market ShareoPrice Cut DownoAverage Revenue Per

ConsumeroCalculated Risks

Current strategies• Positioning: “ Thoda aur wish

karo..DISH karo”• Use brand ambassador extensively to

convey brand image• Segmentation: Launch as per area,

region, geographical location etc.• Price Benefits and Advantage•  Be attractive with new advertising

and new promotional offers at festival seasons.

 

SWOT ANALYSIS FOR TATA SKY

STRENGTHS• Leveraging on brand TATA

and High brand recall.• Superior Picture quality.• Leads in introducing new

packages & Services.• Customer service.• Innovative Product offering

Tata Sky Plus.

WEAKNESSES• Second Mover after Dish TV

who captured the highest Market Share.• Cannot match free service

like DD.• Does not offer free Set

Top Box like Dish TV.

OPPORTUNITIES

Larger disposable incomes with India.

Expansion of distribution network through exclusive stores.

Interactive advertising – Tie up of with Samsung

THREATS Increasing Competition

internally. Dependency on

broadcasters for their channel content and thus increase in cost.

Videocon may enter DTH by building its own set top boxes

Recommendation They should improve their

customer care.

They should review their packages and launch some economical packages for middle class people.

They should introduce new schemes to attract customers.

Multiple Connections: Provide discounts for consumers buying second Tata Sky Connection(up to 50% off)

SWOT ANALYSIS FOR DISH TV

Strengths 

Cost advantageEffective communicationHigh R&DInnovationOnline growth

Weaknesses oBad communicationoDiseconomies to scaleoOver leveraged financial

positiono Low R&Do Low market share

Opportunities 

AcquisitionsAsset leverageFinancial markets (raise money through

debt, etc.)Emerging markets and expansion abroadInnovation

Threats 

Competition Cheaper technology Economic slowdown External changes

(government, politics, taxes, etc.)

Recommendation Should at least provide features

which are being provided by other players in the market.

It is now at a stage when it should stress on quality which is something it lacks currently.

More penetration into regional and lower income groups is required.

Thank you