"Padmashree Dr. D.Y. Patil University
"Padmashree Dr. D.Y. Patil University
"Padmashree Dr. D.Y. Patil University
Patil University”
D.D. DIRECT
DISH T.V
BIG T.V
SUN DIRECT
MARKET SHARE
NCOMPARISION
TATA SKY Sun Direct BIG TV DISH TV
PRICING Set top Box- Set top box- Set top Box- Set top Box-
Rs. 999 Rs. 2150 Rs.1490 Rs. 1499
Rentals- Rentals- Rentals- Rentals-
Rs.125-Rs.310 Rs. 199 Rs.100-Rs.450 Rs.113 – Rs.
283
NO. OF 187 125 184 180
CHANNELS
4 P’S
PRODUCT AND PRICE
CONTD..
OPTIONAL PACKAGES No. OF ANNUAL SEMI MONTHL
CHANELS PRICE ANNUA Y
L PRICE PRICE
Super hit Pack 69 1600 800 160
Mr. Perfect
PROMOTION STRATIGIES
Signed Aamir Khan as brand ambassador
Reduced hardware price from Rs 1500 to Rs 999 &
installation made free.
Making local cable operator a Tata sky distributor
as he is familiar to customers.
Introducing special packages during big events like
world cup etc…
Sponsorship for local events.
Using news papers and magazines for awareness.
ACTIVE AS PROMOTION
ACTIVE is bunch of value added services
provided by TATA Sky, some ACTIVE services
are attracting particular segment of customers
like………….
ACTIVE English : All those who seek to speak
good English but cant attend English speaking
class.
ACTIVE Darshan : Generally senior citizens
ACTIVE wizkid & Learning : Parents….
TATA Sky+
EXECUTIVE SUMMARY
TATA Sky intend to launch new product TATA Sky+
Record two channels and watch one of the channels being recorded.
Middle Class
Upper Class
PROMOTIONAL TOOLS
Electronic media
Print media
Radio
THE PAUSE EXPERIENCE
Customer response
Time lines
SWOT
Strengths
Leveraging on brand TATA and High brand recall
arm Sky
Superior Picture quality
Customer service
CONTD..
Share
Cannot match free service like DD
Currently Does not offer free Set Top Box like Dish
TV
Litigation due to issues related to sports channels
which it lost
CONTD..
Opportunities
Larger disposable incomes with India
Product offering
Expansion of distribution network through
exclusive stores
Interactive advertising – Tie up of with Samsung
R.O.I. = 878 %
THANK YOU