Chapter 1

INTRODUCTION
PART: A
ABOUT INDUSTRY:
BRIEF HISTORY
Tata Sky is set to revolutionize television viewing in India through its
superior digital quality picture and sound. The service aims to empower the
Indian viewer with Choice, Control and Convenience through its wide array of
programming choices and interactive features. Tata Sky offers viewers a variety
of channels ranging from entertainment, sports, movies and music to news and
documentaries in DVD quality picture and CD quality sound.
Tata Sky has established an extensive customer service network across the
country. It has engaged a field force of approximately 3000 service engineers
who are complemented by high-end 24x7 call centres, manned by multi-lingual
customer service associates, trained to solve all customer problems.
Tata Sky takes direct responsibility for installing and servicing the hardware at
every subscriber's home, thereby ensuring the highest levels of customer
service.
Tata Sky retails its hardware and prepaid recharge vouchers through popular
consumer electronic stores to enhance customer convenience.
6

The SKY brand, owned by the UK-based British Sky Broadcasting 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 BSkyB, such as DTH broadcasting in 1989, digital satellite
broadcasting in 1998, interactive television services in 1999 and the SKY+
personal video recorder in 2001. Tata Sky joins an international group of DTH
businesses that includes platforms as far apart as the UK and Italy in Europe,
and Mexico and Brazil in Latin America.
Space TV is a TATA - STAR joint venture, established in 2004, committed to
build state-of-the-art Digital infrastructure for Pay Television in India. Space
TV plans to introduce a nationwide Direct-to-Home (DTH) service that would
allow it to reach every Indian home, however remote it may be. The service
plans to offer its subscribers the best of cable channels, new innovative
programming and interactive services.
Tata Sky satellite television service will redefine your TV viewing experience
by offering you greater choice, control and convenience.

GROWTH AND PROSPECTS

2008
Tata Sky announces ground-breaking price of Rs 1499 for hardware

2007
Tata Sky introduces three new interactive services: Actve Darshan, Actve
Learning and Actve Stories
Tata Sky expands offering to 140 channels
Tata Sky crosses 1 million mark in record time
Tata Sky offers 5 months of free viewing
Tata Sky launches three new channel packages
Watch ICC World Cup on Tata Sky with Hrithik Roshan
Unparalleled World Cup cricket viewing experience on Tata Sky

2006
Zee-Turner channels now on Tata Sky
Tata Sky launches Actve Wiz kids - a unique edutainment service
Tata Sky launches pay-per-view service - Showcase
Tata Sky Launches Actve Sports on ESPN STAR Sports
Television finally becomes interactive with Tata Sky
Tata Sky Satellite Television Service Launches Across the Country
Tata Sky partners with Humax for set-top boxes
Tata Sky selects Sun Microsystems to build state-of-the-art direct-to-home
(DTH) television service in India
Tata Sky selects Maxus as its media buying partner
Tata Sky partners with Thomson for set-top boxes
Tata Sky selects NDS systems to create India's most advanced digital and
interactive DTH service

2005
TATA - STAR DTH venture signs lease agreement with ISRO
TATA - STAR DTH Venture Receives Ministry's Clearance

WHY TATA SKY?

Tata Sky satellite television service will redefine your TV viewing
experience by offering you greater choice, control and convenience.
Greater choice
Watch a wide array of your favorite television channels in DVD
quality picture and CD quality sound
Get your favorite recipes when you want on Actve Cooking
Play interactive games on your TV with Actve Games
Order once and enjoy the latest movies with a single ad-break
through the day on Showcase
Learning games for children on Actve Wizkids
Find out what each day has in store for you with Ganesha
Speaks

Reater control
Watch cricket with multiple camera angles, choice of
commentary language and highlights on-demand only on Actve
Sports
Go directly to your favorite news section on Actve STAR News
Regulate what your children watch on TV with parental control
9

Greater convenience
Get a 7-day listing of all programmes on TV with guide
Catch a news story as it breaks, simultaneously on four channels
on Actve Newsroom
Use the search & scan banner to find out whats playing on other
channels without changing the channel you are watching
Enjoy fixed channel positions and uniform volume levels across
all channels
Experience uninterrupted viewing. No longer get affected by
neighborhood power cuts. Enjoy uninterrupted television as long
as you have electricity in your house.

Market & Marketing:Marketing is so basic that it cannot be considered a separate function. It is

the whole business seen from the point of view of its final result. That is from
the customers point of view.
- Peter Drucker
Market Origin and meaning:-

10

The term market is derived from the Latin word Marcatus which
means merchandise, trade or a place where business is conducted. In ordinary
language the term market means a place where goods are
bought and sold. Market need not necessarily means any particular place. It is
wider in scope.

Definitions:
According to US consumer affairs department, it costs five times more to
gain a new customer that to retain and existing one. Other studies have reported
that with just increase in customer retention a firm can raise its profitability
customers spend slowly at first, but with succeeding years of good experience.
They will spend increasingly more.

Modern marketing definition says that

Discovering and translating consumer needs and desires into products and
services
Creating demand for these products and services
Servicing the consumer demand with the help of marketing channels, and
in turn.
Expanding the market ever in the face of knee competition.

11

Importance of marketing in todays world:

Marketing is considered to be the sole of modern business and society.
Marketing is the connecting link between the producer and consumers.
Marketing process bring new and improved quality goods to consumers,
marketing raises the standard of living of the people by satisfying varied and
innumerable needs and wants of consumers. Marketing facilities mass
production. It will lower the cost of production and prices to consumers. Lower
price to consumers means a real rise in the national income.
CUSTOMER VALUE AND SATISFACTION
Michel porter of Harvard proposed the generic value chain as a tool for
identifying ways to create more customer value. Every firm is a collection of
activities that are performed to design, produce market, deliver and support its
product. The value chain identification strategically relevant activities that
create valve and lost in business. These nine value creating activities which
consists of five primary activities and four supporting activities.

The primary activities represent the sequence of bringing materials into

business (inbound logistics) converting them into final products (operations)
shipping out the final products (out bound logistics), marketing them and
serving them The supporting activities are procurements technology
development, and firm's infrastructure is handled in certain specialized
12

departments.

CHAPTER 2
RESEARCH DESIGN
TITLE OF THE STUDY
CUSTOMER SATISFACTION TOWARDS TATA SKY DTH SERVICES

STATEMENT OF THE PROBLEM

The second half of the last decade witnessed the entry of multinational
companies in Indian consumer durables market. These companies being present
in all categories, practice aggressive market penetration, market share, and
consumer life time value share. Although TATA is a multi product organization,
in India it presents only in few TATA motors, TATA Consultancy, TATA Solar
etc.,) its strong presence being felt only in motors market. In this stiff
competitive environment, marketers like DISH.T.V , DD Direct Plus, SUN
Direct , are continuously identifying and meeting customers changing demand
and putting their market research efforts to understand consumer behavior and
decision making process. This stimulate a need for TATA to identify market and
customer pulse to find how customers buy a brand of DTH, who influenced
them, what motivates them, what attributes of an DTH is significantly important
.. etc., to be one step ahead of competitions.

13

OBJECTIVES OF THE STUDY

The study was designed to provide information helpful to TATA in
planning and implementing advertising / marketing approaches for TATA SKY
NETWORK. More specifically the research attempted to provide answers to the
following research questions.

To find the awareness about various brands of DTH systems.

To determine the level of brand recall for various brands of DTH systems.
To find the most preferred brands of DTH systems.
To determine important attributes and factors, consumer considers while
choosing a DTH systems.
To find the influencing factor in while marketing purchase decision.
To know the market share of various brands.
To measure the overall performance of the various brands of DTH systems.
SCOPE OF THE STUDY
The study is conducted in the city of Kolar for a period of month. It is
intended to provide

with information about consumers perception decision

making process, which can be used for developing marketing plans to acquire
14

and retain the consumers. This effort is made to known the consumer
satisfaction towards TATA SKY.
REVIEW OF LITERATURE
The preliminary stages of research work were unstructured, undisguised
exploratory work. Analysis of secondary data and pilot research with a group of
consumers is made to find out the awareness level of the consumers about
various brands of DTH systems.

The findings of exploratory research were used to develop questionnaire

which with suitable administration and analysis enabled to make depth analysis
of likelihood of purchasing TATA SKY, major influencers, image cared by
consumer dealers, most preferred perception and perception towards TATA SKY
brand. Personal interviews will also
Be conducted with potential and existing consumers this was in form of cross
sectional descriptive research.

HYPOTHESIS
Influences of commercial sources on consumers in view of purchasing the
TATA SKY systems. Alternative Hypothesis is that influence of commercial
sources on consumers in market significantly different when it is compared to
other brands.
15

1. Sales of TATA SKY systems are declining due to rise of other new
different brands of Systems.
2. Sales are not affected due to introduction or raise of other new different
brands of DTH systems.

OPTIONAL DEFINITION OF CONCEPTS

Marketing management:
Marketing management is a functional area of business management. It
has some unique importance in the modern business. It plays a vital role in
developing strategies, plans and programmers for each market segment in order
to satisfy the customer wants.

Consumer behavior:
In the words of Prof. Walter C.G and Prof. Paul G.W It is the process
where by individuals decide whether, what, when, where, how and from whom
to purchase goods and services.

SAMPLING DESIGN

Sampling unit/ respondent profile

16

The consumers intend to be administered with the questionnaire were

prospects and existing consumers with purchasing and influencing power. This
includes member of house holds who are either decision-making or influencer
for purchase decision to a large extent.
Sampling size:
A representative sample (sample size 100) of the potential and existing
users was selected by the methods of judgment sampling. It includes a mix of
people from different income group and occupations. Another sample the
constituted major dealers were selected by the simple random sampling.

METHODOLOGY
Research in common parlance refers to a search of knowledge. One can
also define research as a scientific and systematic search for pertinent
information on a specific topic.

In fact research is an art of scientific

investigation, where in you move from the known to the unknown.

Marketing research is defined as the systematic and objective approach to
the development and provision of information for the marketing management
decision making process, it is this function that links the marketers to
consumers and public through information, refine and evaluate marketing
actions, to monitor marketing performance, and to improve understanding of the
marketing process.
17

It is the specification of method and procedure for acquiring the

information of the method and procedure for acquiring the information needed.
It is overall operational pattern of frame work of the project that stipulates what
information is to be collected from which sources using what procedures. This
type of study is factual and is very simple.

TYPE OF RESEARCH PLUS TOOLS FOR DATA COLLECTION

Primary data:
Personal interviews will be conducted followed by a purpose specific
questionnaire administration designed to obtain data from respondents. It
contained quantitative research questions to understand the attitude and
perception towards buying behavior.

Secondary data:
Literature available in the field of consumer friendly TATA SKY systems
was thoroughly studied. The sources of this information were newspapers,
journals, magazines, internet and publications.

PLAN OF ANALYSIS

18

The data collected was classified and tabulated for analysis purpose and
charts and graphs are used to find the conclusions. After collecting all the
information was transferred to a worksheet the data relating to set of the
objectives was then classified and the findings recovered after which the data
was graphically represented.

Here some special statistical techniques are used some of them are
mentioned below: Sampling statistics.
Chi square analysis.
Analysis of variants.
Correlation

REFERENCE PERIOD
The duration of the study is 30days

LIMITATIONS OF THE STUDY

It is one time study.
The study is restricted to Bangalore city and the findings may not be
applicable to any other geographical location.

19

Non-coverage error because of inadequacies in the sampling frame /

design. Field error respondents may have provided responses, which differ
from what is actually true to correct.

CHAPTER SCHEME
Chapter 1:
INTRODUCTION
The first chapter is the introduction to the study. It provides basic information
about the study and the theoretical background of the study.
Chapter 2:
RESEARCH DESING
The second chapter is about the design of the study. It gives an outline about the
project such as the statement of the problem, needs, its objectives, scope,
sampling techniques, sampling design and tools for collecting data, limitations
and overview of the project.

Chapter 3:
COMPANY PROFILE
20

The third chapter is the profile of the Company & its Functional departments. It
gives a detailed description about the origin of the TATA Company in India. The
chapter outlines the growth, developments and present status, future prospects
and plans of the company.

Chapter 4:
DATA ANALYSIS AND INTERPRETATION
The fourth chapter is the data analysis and interpretation. It gives description
about the tabulation, interpretation, and analysis of the primary data collected
by the use of the questionnaire for the survey.
Chapter 5:
SUMMARY OF FINDINGS AND CONCLUSION
The fifth chapter is the summary of Findings and conclusions It gives a brief
summary of finding and conclusions about the project undertaken.
Chapter 6:
RECOMMENDATIONS AND SUGGESTIONS
The sixth chapter is the recommendations and suggestions. It gives a brief
recommendations and suggestions about the project undertaken.
Chapter 7:
APPENDICES AND ANNEXURE
This section contains the questionnaire, which was used to collect the data from
the respondents

21

Chapter 8:
BIBLIOGRAPHY
The bibliography from where information was gathered.

CHAPTER 3
COMPANY PROFILE

Inception:

Incorporated in 2004, Tata Sky is an 80:20 joint venture

between the Tata Group and STAR, offering viewers a
world-class television viewing experience through its direct-to-home (DTH)
television service. The Sky brand, owned by the UK-based British Sky
Broadcasting Group, has more than 20 years of experience in satellite
broadcasting, and is well known for its innovative products and services. With
this service, Tata Sky has joined a select international group of DTH businesses
that operate in areas as far away as the UK and Italy in Europe, and Mexico and
Brazil in Latin America.
Areas:
Tata Sky offers viewers a variety of popular channels in categories ranging
from entertainment, sports, movies and music to news and documentaries in
DVD-quality picture and CD-quality sound. The service further aims to
empower television viewers with choice, control and convenience through a
22

wide range of programming and interactive features, thus becoming a one-stop

shop for all the television entertainment needs of customers.

With state-of-the-art digital infrastructure and partners that include global

leaders in digital technology, Tata Sky provides for hardware installation at
subscribers' homes, as well as after-sales service through an extensive customer
service network that provides complete customer care. Tata Sky also retails its
hardware and prepaid recharge vouchers through popular consumer electronic
stores to facilitate consumer access.
The Tata Group's business activities are conducted through 98 companies
operating in seven business sectors. It has a presence in six continents and holds
leadership positions in many industry segments, among them tea, software,
automobiles, energy and hospitality. With revenues, in 2006-07, of $28.8 billion
(Rs129, 994 crore), it has a market capitalization of $65.32 billion as on
February 7, 2008.

The Tata Group is one of India's largest and most respected business
conglomerates. It comprises 93 operating companies in seven business sectors:
information systems and communications, engineering, materials, services,
energy, consumer products and chemicals. The Tata Group has operations in
more than 40 countries across six continents and its companies export products
and services to 140 nations. The Group and its enterprises have been steadfast
and distinctive in their adherence to business ethics and their commitment to
corporate social responsibility. This is a legacy that has earned the Group the
trust of many millions of stakeholders in a measure few business houses
anywhere in the world can match.
23

The Tata Group is one of India's largest and most respected business
conglomerates, with revenues in 2006-07 of $28.8 billion (Rs129,994 crore), the
equivalent of about 3.2 per cent of the country's GDP, and a market
capitalization of $65.32 billion as on February 7, 2008. Tata companies together
employ some 289,500 people. The Group's 27 publicly listed enterprises
among them stand out names such as Tata Steel, Tata Consultancy Services,
Tata Motors and Tata Tea have a combined market capitalization that is the
highest among Indian business houses in the private sector, and a shareholder
base of over 2.9 million. The Tata Group has operations in more than 80
countries across six continents, and its companies export products and services
to 85 countries.
The Tata family of companies shares a set of five core values: integrity,
understanding, excellence, unity and responsibility. These values, which have
been part of the Group's beliefs and convictions from its earliest days, continue
to guide and drive the business decisions of Tata companies. The Group and its
enterprises have been steadfast and distinctive in their adherence to business
ethics and their commitment to corporate social responsibility. This is a legacy
that has earned the Group the trust of many millions of stakeholders in a
measure few business houses anywhere in the world can match.
Tata Sky Ltd, the joint venture between the Tata group and Star, announced
on Thursday their partnership with Thomson, the set-top box technology major,
to support the launch of its direct-to-home (DTH) service in mid 2006.
Thomson, will manufacture set-top boxes in India and provide a countrywide
after-sales service and support network for Tata Sky customers. Tata Sky is
investing in building a high quality digital infrastructure in the country and
hopes to offer a superior television viewing experience to Indian households.
24

DTH services in India and offer customers with the best satellite TV services
available." The agreement with Tata Sky marks Thomson's entry into the DTH
Satellite television market with set-top boxes developed and customized for
Tata Sky at its R&D centre in Bangalore.

TYPE

Tata Sky Ltd., a joint venture of TATA and STAR, is committed to build a stateof-the-art Digital infrastructure for Pay Television in India. Tata Sky plans to
introduce a nationwide Direct-to-Home (DTH) service that would allow it to
reach every Indian home, however remote it may be. The service plans to offer
its subscribers the best of cable channels, new innovative programming and
interactive services.
NATURE
The Tata Group comprises 98 operating companies in seven business sectors:
information systems and communications; engineering; materials; services;
energy; consumer products; and chemicals. The Group was founded by Jamsetji
Tata in the mid 19th century, a period when India had just set out on the road to
gaining independence from British rule. Consequently, Jamsetji Tata and those
who followed him aligned business opportunities with the objective of nation
building. This approach remains enshrined in the Group's ethos to this day.
Tata Sky is set to revolutionise television viewing in India through its superior
digital quality picture and sound. The service aims to empower the Indian
viewer with Choice, Control and Convenience through its wide array of
programming choices and interactive features. Tata Sky offers viewers a variety

25

of channels ranging from entertainment, sports, movies and music to news and
documentaries in DVD quality picture and CD quality sound.

TATA Brand
The Tata Group is one of India's largest and most respected business
conglomerates. It comprises 93 operating companies in seven business sectors:
information systems and communications, engineering, materials, services,
energy, consumer products and chemicals. The Tata Group has operations in
more than 40 countries across six continents and its companies export products
and services to 140 nations. The Group and its enterprises have been steadfast
and distinctive in their adherence to business ethics and their commitment to
corporate social responsibility. This is a legacy that has earned the Group the
trust of many millions of stakeholders in a measure few business houses
anywhere in the world can match

BOARD OF DIRECTORS
Mr R N Tata

(Chairman)

Mr James Leng

(Non - Executive Deputy

Chairman)

Mr Nusli N Wadia

(Company Director)

Mr S M Palia

(Company Director)

Mr Suresh Krishna (Financial Institutions'

Nominee)
Mr Ishaat Hussain

(Board Member)
26

Dr Jamshed J Irani

(Board Member)

Mr Subodh
Bhargava

(Board Member)

Mr Jacques
Schraven

(Non - Executive Independent

Director)

Dr Anthony
Hayward

(Non - Executive Independent

Director)

Mr Philippe Varin

(Non - Executive Non

independent Director)

Mr B Muthuraman

(Managing Director)

Dr T Mukherjee

(Non Executive Director)

Mr Andrew Robb

(Non Executive Independent

Director)

MANAGEMENT
Mr B
Muthuraman

Managing Director

Mr H M Nerurkar Chief Operating Officer

(Steel)
Mr A D Baijal

Vice President (Global

27

Mineral Resources)
Mr U K
Chaturvedi

Vice President (TQM &

CSI)

Mr R P Singh

Vice President
(Engineering Services &
Products)

Mr Koushik
Chatterjee

Vice President (Finance)

Mr Anand Sen

Vice President (Flat

Products & Long
Products)

Mr Varun K Jha

Vice President
(Chhattisgarh Project)

Mr Avinash
Prasad

Vice President (Industrial

Relations)

Mr Abanindra M. Vice President (Raw

Misra
Materials)
Mr Om Narayan

Vice President (Safety &

Services)

Mr HC Kharkar

Vice President

Mr Partha
Sengupta

Vice President (Corporate

Services)

Mr
Radhakrishnan
Nair

Chief Human Resource

Officer

ORGANIZATIONAL CHART

28

BUSINESS OPERATIONS IN INDIA

Name of state

Email address of nodal officer

29

Andhra Pradesh

[email protected]

Arunachal Pradesh

[email protected]

Assam

[email protected]

Bihar

[email protected]

Chhattisgarh

[email protected]

Goa

[email protected]

Gujarat

[email protected]

Haryana

[email protected]

Himachal Pradesh

[email protected]

Jammu and Kashmir

[email protected]

Jharkhand

[email protected]

Karnataka

[email protected]

Kerala

[email protected]

Madhya Pradesh

[email protected]

Maharashtra

[email protected]

Manipur

[email protected]

Meghalaya

[email protected]

Mizoram

[email protected]

Nagaland

[email protected]

Orissa

[email protected]

Punjab

[email protected]

Rajasthan

[email protected]

Sikkim

[email protected]

Tamil Nadu

[email protected]

Tripura

[email protected]

Uttar Pradesh

[email protected]

Uttarakhand

[email protected]

West Bengal

[email protected]

SERVICE PROFILE
30

Extensive Customer Service Network

Tata Sky has established an extensive customer service network across the
country. It has engaged a field force of approximately 3000 service engineers
who are complemented by high-end 24x7 call centers, manned by multi-lingual
customer service associates, trained to solve all customer problems.
Tata Sky takes direct responsibility for installing and servicing the hardware at
every subscriber's home, thereby ensuring the highest levels of customer
service.
Tata Sky retails its hardware and prepaid recharge vouchers through popular
consumer electronic stores to enhance customer convenience

Offering
In addition to new channels and exciting interactive features, Tata Sky offers all
popular television channels, thus becoming a one-stop shop for all the television
entertainment needs of customers

Satellite:
Tata Sky has leased all 12 Ku-Band transponders on ISROs Indian
satellite, INSAT 4A, the most advanced and high-powered KU-Band
communication satellite in the region, developed keeping in mind
local requirements. The satellite enables Tata Sky to offer superior
picture and sound quality with a wide range of channels.
Business Support Software:
NDS: Tata Sky has partnered with NDS, the leading provider of
technology solutions for pay television. NDS systems has played a
key role in the end-to-end system architecture and launching the
31

nationwide digital service. The NDS VideoGuard conditional access

solution provides superior broadcast security, and enables Tata Sky to
offer multiple programming and pricing packages.
Siebel: Tata Sky has selected Siebel, leaders in Customer
Relationship Management (CRM) software, to support operations
across the areas of call centre and field service operations, customer
order management .
Kenan: Comverses Kenan FX billing software has been selected to
support billing for all residential, institutional and commercial
customers. The Kenan software has been enhanced specifically for
Tata Sky, to support a first in industry pre-paid billing capability
which will provide customers convenient payment options.
SAP: SAP the leading Enterprise Resource Planning (ERP)
application suite, has been selected by Tata Sky to support the
companys materials management, sales and distribution, finance and
control and human resources requirements.
IT:
Sun Microsystems: Tata Sky has selected Sun Microsystems to
provide world-class technology infrastructure, which helps the
company to deliver high-level service standards for its Satellite
Television service. The servers ensure maximum up-time, fault
recovery and load management. Sun has also provided Tata Sky with
installation, engineering expertise and support.

32

Digicomp:
Tata Sky has partnered with Thomson and Humax, world leaders in
digital broadcast technology for building top-of-the line digicomps,
customised specifically for the Indian markets. The technologys
feature rich design enables Tata Sky to deliver multiple programming,
pricing packages and interactive services to its customers.
Systems Integration:
Tata

Consultancy Services (TCS) : TCS is a Systems

Integration partner for Tata Sky Ltd. It supports IT operations in the

areas of billing, ERP and other customer care and employee related
internal facing applications.
Service Support:
SerWizSol: SerWizSol provides Tata Sky with three high-end call
centres

offering round-the-clock support in 11 different languages at

Pune, Hyderabad and Mohali.

MARKET SHARE:
Direct to Home (DTH) was un heard of in this region comprising states of
Punjab and Haryana a few years ago but in the last few months, people have
lapped up DTH in a big way.

33

Enquries by FE reveal that Tata Sky, though a late entrant has been able to sell
more than three lakh units in Punjab alone in just six months. In Chandigarh
Union Territory, it has sold about 25,000 units in the last six months itself. Tata
Sky has undoubtely emerged a leader in DTH sales in this region.

COMPETITORS
Dish T.V
DD Direct Plus
Star T.V
SUN Direct

FUTURE PROSPECTS:
Vision
Tata Sky aims to revolutionise Indian entertainment by offering superior DVD
quality picture and CD quality sound. Tata Sky envisions:
Connecting every television home
Empowering every television viewer
Revolutionizing home entertainment

Tata Sky crosses 1 million mark in record time

Aims for more than 8 million by year 2012
Within a span of one year, Tata Sky has:
34

Established itself as the fastest growing Pay TV platform in India

Established Tata Sky as a trusted and premium brand: achieved 87%
brand awareness within the first six months of launch
Expanded its product offering from 55 television channels at the time of
launch to over 120 channels and interactive services (Actve Games,
Actve Sports, Actve STAR News, Actve Khabar, Actve Newsroom and
Actve Wizkids)
Launched Actve Wizkids, the first-of-its-kind education based interactive
service in the world that teaches children through learning games
Set up state-of-the-art digital infrastructure including an uplink centre in
Gurgaon and three high-end 24x7 call centres in Hyderabad, Mohali and
Pune supporting 11 languages (English, Hindi, Marathi, Gujarati, Punjabi,
Malayalam, Kannada, Tamil, Telegu, Oriya and Bengali)
Expanded its distribution network from 300 towns and 10,000 dealers at
the time of launch to 4,500 towns and 30,000 dealers across the country
Simultaneously trained 5000 people in a span of 6 months across 180
cities (the largest corporate training initiative in India)

35

Become the gold standard in customer service: achieved globally best-inclass (durable and telecom industries) customer satisfaction scores (eQ
Score = 88 according to the Nielsen study)
Introduced first-time ever interactive television promotions across
popular television channels including Sony (Indian Idol highlights ondemand), STAR World & STAR One (Koffee with Karan Contest) and
STAR Gold (Tata Sky Pure Gold Krrish Contest & Tata Sky Pure Gold
Don Contest)

GROWTH OF THE COMPANY

Tata Sky is investing in building a high quality digital infrastructure in the
country to offer a superior television viewing experience to Indian households.
The service will enhance the choice for viewers looking for the best of pay
television services in the country. Tata Sky aims to become India's largest digital
television platform, offering consumers a wide array of programming choices
with interactive features and superior picture and sound quality.
Company profile according to 7S model:
The 7S frame work was developed by the consultants at the McKinsey
Company, a very well known management consultancy firm, in US, towards the
end of 70s to diagnose the causes of organizational problems and to formulate
program improvement.

McKinsey 7S framework
36

According to Waterman et al., organizational change is not simply a

matter of structure, although structure is a significant variable in the
management of change. Again it is not a simple relationship between strategy
and structure, although strategy is a critical aspect. In their view effective
organizational change may be understood to be a complex relationship between
strategy, structure, systems, style, skills, staff and super co-ordinate goals.

The framework suggests that there is a multiplicity of factors that

influence organizations ability to change and its proper mode of change.
Because of interconnectedness of the variables it would be difficult to make
significant progress in one area without making progress in the others as well.

1. SUPER CO-ORDINATE GOALS

GOALS AND MAJOR ACTION PLANS:
In 7-S frame work there is one variable termed as super co-ordinate
goals which may be considered to be equivalent of the term organizational
purpose.
According to the proponents of the McKinsey framework, super ordinate
goals refer to a set of values and aspirations that goes beyond the conventional
formal statement of corporate objectives. Super ordinate goals are the
fundamental ideas around which a business is built. They are its main values.
They are the broad notions of future directions.

37

The ultimate goal is to make TATA Pvt Ltd., as a reputed profitable

company in India. With this aim in mind, TATA PVT LTD has plans for
increase capacity.
The TATA limited has many values and aspirations such as
To reach the greatest heights in their fields of DTH Systems.
To strive for excellence in management and other long range activities
to ensure leadership.
To provide good quality DTH to their customers and build a high degree
of brand with them.

2. STRATEGY
The concept of strategy includes the mission, vision and objectives &
policies.
The TATA Ltd., has 4 dimensional strategy as follows:
To establish the market leadership in DTH Systems.
To have strategic alliances and create breakthrough with their own R&D.
Bench mark their products and business processes
Committed to quality

MISSION STATEMENT:

38

To benefit society at large the innovation, quality, productivity, human

development and growth into generate sustained surplus, always striving for
excellence, within the frame work of the law and which pride in ethical values.
Investing in the core brands to meet ever-changing consumer
expectations.
Offering quality products and value for money to the consumers.
Constantly controlling costs to be the lowest cost producer.
Participating with the government in policy formulation
VALUES AND ASPIRATIONS
Ensure success through high performance by people.
Regular visits by HR team are being made to all plants to meet the employees
and also interaction meetings are conducted to get their feed back, based on
which HR policies are improved continuously.

STRATEGY OBJECTIVES
TATA PVT LTD has decided to increase the capacity by better utilization
of man power
POLICIES
QUALITY POLICY
Participation of all concerned in an atmosphere of co-operation &
oneness

39

Importing training and enhancing development of all employees in

the organization
Delivering quality products, services at a competitive price & to
achieve customer satisfaction on time
Achieving and sustaining leadership through a concerted effort
towards creativity and innovation.
Facilitating absolute decision ,taking through the adequate use of
data
Promoting a team based culture, which encompasses human values
and ethics

3. SYSTEM
The concept of system includes the training & development system,
performance evaluation system, recruitment, production planning & control,
cost accounting procedure, capital budgeting system etc.,

TRAINING AND DEVELOPMENT IN TATA PVT LTD

Training in TATA PVT LTD is aimed at the systematic development of
knowledge, skills, attitude and teamwork.
Training & development of personal skills is considered a high priority
area for the TATA PVT LTD
40

The organization philosophy revolves around the development of people

in this own jobs in such a manner so as to prepare them to face any
difficulties.

Enhancement of skills
Suitable training is imparted to enhance the multiple skills of the
executives and to enrich their multi-functional tasks.
Programs are undertakes keeping in view the dynamic changes in the
environment which are contributed by rapid technological obsolescence. Sever
competition with emerging globalization of markets, increasing consumerism,
new concepts of accountability and social responsibility among others.

Attitudinal change in the employees mindset

This dramatically evolving environment for employees requires a
paradigm shift in modernizing the mind set and in preparing them to confront
issues, manage them carefully and achieve competitive dominance.

PERFORMANCE APPRAISAL
People come first in the new business paradigm. The success of an
organization essentially depends upon the effective harnessing and utilization of

41

this resource. It is imperative for an organization to constantly nurture people

and have their capabilities for optimal performance.

Performance evaluation aligns the organizational objectives with the

individuals performance and bridges the gap between the two through
consistent performance, planning, review and development.

Criteria for appraisal:

Job knowledge
Customer satisfaction
Man management
Decision making
Human relations
Safety orientations
Planning and organization
Clarity in communication
Taking initiative in getting the job done
Fostering innovation and creativity
Ability to get along with others
Quality and quantity of work
42

SCOPE:

Annual appraisal:
Applicable to all regular employees who have completed minimum six
months of service in the organization

Periodical appraisal:
Applicable to trainers and probationers

Procedure for recruitment:

To fill up the vacancies as approved by the management, two sources will
be identified such as:
Internal source
External source
Preference will be given for internal source by tapping the potentials of
the employees possessing multiple skills who can be redeployed
In case on non redeployment of the existing employees, external source
will be adopted either by approaching, data bank, employment offices,
and advertisements. Source where ever it may be mainly follows
government rules and regulations before appointing new candidates.
43

On receipts of applications through external sources, through screening

will be done at the department tend. The short listed candidates will be called &
interviewed by a committee consisting of respective HOD/section heads & one
representative from HR department. The selection will be made based on the
over all performance of the candidate and who has pee the companys
requirement.
The recommended candidates for selection by the committee will be put
through final interview with JMD & CEO or the selection papers will be put up
to JMD & CEO for JMD & CEO offer letters will be issued subject to their
medical fitness duly certified by our medical superintendent.

On joining, the candidate will be required to fill up the joining report

which includes nominations under provident fund, gratuity, group personal
accident (GPA).

The newly joined employees will be issued with a joining circular

welcoming them for the company along with an advice to attend half day safety
training programmed. Presently two types of registers are maintained.

4. STYLE

44

Style is one of the seven levers which top managers can use to bring
about organizational change. The style of organization according to the
McKinseys framework becomes evident through the patterns of actions taken
by embers of the top management team over period of time.

Human Resource Department:

Working environment.
Discipline.
Health & safety.

Work culture:
Effective communication.
Working rules and regulations.
Attendance.

Paid holidays.
Leave.

Probation.
Deputation.

TATA PVT LTD has various departments under its wing. At any point of
time, concerned departments may request the services of any employee of
45

another department for a particular assignment. In such a case, the required

employee may be put on deputation for that specific job.

5. STRUCTURE
The design of the organizational structure is a critical task of the top
management of the organization. It is the skeleton of the whole organization
edifice. It prescribes the formal relationships among various positions and
activities. Organizational structures are there along with the departmental data.

6. SKILLS:
Waterman et al considers skills as one of the most crucial attributes or
capabilities of an organization. The term skills include those characteristics
which most people are to describe a companys distinctive competence. The
dominant skills are the distinctive competences of an organization are part or
the organizational character.

ENHANCEMENT OF SKILLS
Suitable training is imparted to enhance the multiple skills of the
executives and to enrich their multi-functional tasks.

46

Programs are undertaken keeping in view the dynamic changes in the

environment, which are contributed by rapid technological obsolescence. Sever
competition with emerging globalization markets, increasing consumerism, new
concepts of accountability and social responsibility among others.

7. STAFF:
In the McKinsey 7-S frame work the term staff has a specific
connotation, according to Waterman et-al the term staff refers to the way
organizations introduce young recruits into the main stream of their activities
and the manner in which they manage their careers as the new entrants develop
into future managers.
In TATA PVT LTD has a well established system of recruiting graduates
from well-known institutions and providing them with on the job training in a
no. of functional areas before deciding on the final placement in consultation
with the person concerned.
DATA ANALYSIS AND INTERPRETATION

Age group of respondents

AGE

NO. OF RESPONDENTS

PERCENTAGE OF

22-30
30-40
40-50
Above 50
Total

54
28
14
4
100

RESPONDENTS
54%
28%
14%
4%
100%

Source: Survey
47

AGE GROUP OF RESPONDENTS

22-30

14%

30-40

40-50

Above 50

4%
54%

28%

Interpretation:
54% of the respondents belong to the age group of 22-30, followed by
28% belongs to 30-40 years age group. The majority of the end users are
basically influenced by their work culture in their society. The nature of the
work done is within house hold.

Gender of the respondents

SEX
MALE

NO. OF RESPONDENTS
78

% OF RESPONDENTS
78%
48

FEMALE
Total

22
100

22%
100%

Source: survey

Gender of the respondents

MALE

FEMALE

22%
78%

Interpretation:
Most of the viewers are male. 22% viewers are female.

49

Qualification of the respondents

QUALIFICATION
GRADUATES
POST GRADUATES
OTHERS
Total

NO. OF RESPONDENTS
52
18
30
100

% OF RESPONDENTS
52%
18%
30%
100%

Source: survey

Qualification of the respondents

NO. OF RESPONDENTS

% OF RESPONDENTS

52

52%

GRADUATES

18

30
18%

POST GRADUATES

30%

OTHERS

Interpretation:
It is found that the 52% of the user are graduates in different fields mainly
considering of the engineers and 18% of post graduates constituting of MBA,
MCA, MSc other constitute businessmen who have done job oriented courses,
diploma holders etc.

50

Occupation of the respondents

OCCUPATION
SELF EMPLOYED
GOVT. EMPLOYED
PVT. EMPLOYEES
OTHERS
Total

NO. OF RESPONDENTS
16
14
30
40
100

% OF RESPONDENTS
16%
14%
30%
40%
100%

Source: survey

Occupation of the respondents

Axis Title

40
35
30
25
20
15
10
5
0

NO. OF RESPONDENTS
% OF RESPONDENTS

Interpretation:
Depending on the occupation 16% is elf employed, successfully running
their business and consultancy center and major viewers are the officials and
students.

Income group of the respondents

INCOME GROUP
LESS THAN 1 LAKHS

NO. OF RSPONDENTS
40

% OF RSPONDENTS
40%
51

1 LAKHS TO5 LAKHS

6 LAKHS TO 15 LAKHS
ABOVE 15 LAKHS

50
10
0

50%
10%
0%

Source: survey

6 LAKHS TO 15 LAKHS; 10%

LESS THAN 1 LAKHS; 40%
1 LAKHS TO5 LAKHS; 50%

Interpretation:
Majority of the respondents fall in the income group between 1 to 5 lakhs who are
professional like engineers, doctors, MBSs and businessmen are conscious about their fair
knowledge about Movie Channel. Around 40% of the respondents fall below the 1 lakhs
income group and are executives and officials. 10% of the respondents are self employed.

Do you watch the program of Movie Channel ?

52

YES

NO

30%
70%

Source: survey

Interpretation:
Majority of respondents are not watch Movie Channel.

What types of program you like most in Movie channel?

53

30
25
20
15
10
5
0
Serial

Sports

News

Movies

Reality Show

Source: survey

Interpretation:
Majority of the respondents like to watch movies and local news on
Movie channel. Reality shows are also popular.

How many hours in a day you watch cable TV basically Movie Channel?

54

more than 5 hrs; 10%

1-2 hrs; 30%
3-4 hrs; 18%

2-3hrs; 42%

Source: survey

Interpretation:
Majority of the respondents watch cable TV specially Movie Channel 2-3
hrs in a day. Office worker and professional can watch 1-2 hrs only due to busy
schedule.

What is your opinion on Movie Channel?

55

Good

Very Good

Average

Poor

20%
40%

30%
10%

Source: survey

Interpretation: Maximum numbers of respondents feel good about Movie

Channel. Some rated it as a average channel.

Will you suggest your friends, Relatives, Neighbors to watch

Movie Channel?

56

45

35

20

Yes

No

Can't say

Source: survey

Interpretation: 45% respondents said they will suggest Movie Channel. 35%
did not reply anything.

What you think about the quality of cable channel? (Movie Channel)

57

Series 1
34
27
20

11
8

Execellent

Very Good

Good

Average

Poor

Source: survey

Interpretation:

Majority of respondents said that the quality of cable channel (Movie Channel)
is average. 27% of the respondents are satisfied with the quality.

Do you think that cable channel (Movie Channel) is value for money? (in
respect to what you are paying)
58

Cann't Say; 10%

No; 35%

Yes; 55%

Source: survey

Interpretation:

Majority of the respondents (55%) still think that cable TV (Movie

Channel) is still value for money in respect to other media services.

What your preference for a new cable connection in future in respect to

DTH and Internet TV?
59

% of preference
% of preference

Internet TV

25

DTH

30

Cable

45

Source: survey

Interpretation:

Majority (45%) of the respondents still prefer cable connection.

Are you wanted to give any advertisement of your concern in cable channel
(Movie Channel)? (Opinion of the Business men)

60

50

30

20

Yes

No

Cann't Say

Interpretation:
30% of the respondents were interested to display their advertisement in cable
channel (Movie Channel).

Are you satisfied with the service of your Cable operator?

61

Yes

55%

No

45%

Source: survey

Interpretation:

Maximum subscribers are not satisfied (55%) with the service level of their
cable operators.

62

Chart: 16

100-200; 13%

LESS THAN 50; 53%

50-100; 33%

Inference:

63

Demand on some of the DTH Systems of TATA SKY brand is less. It has
to indirectly enhance the demand for their products.

Table No. 17: Average sales per month.

NO. OF UNITS

NO. OF

PERCENTAGE

LESS THAN 5
6 TO 10
11 TO 15
16 TO 20
Total

RESPONDENTS
05
09
01
00
100

33%
60%
07%
00%
100%

Source: survey

Interpretation:

The above studies show that 48% of the dealers will sell only 5 units or
less than 5 units per month. 40% of the dealers will sell 6 to 10 units per month
and only 12% of the dealers will sell nearly 11 to 15 units per month.

64

Chart: 17

9
8
7
6
5
4
3
2
1
0
LESS THAN 5

6 TO 10

11 TO 15

16 TO 20

Inference:

Sales of TATA SKY in relatively less, it need to take some sales

promotional techniques.

Table No.18: Consumers preference of DTH Systems today

65

BRANDS

NO. OF

PERCENTAGE

TATA SKY
DISH T.V
DD Direct Plus
SUN Direct
STAR T.V
Total

RESPONDENTS
30
22
18
16
14
100

30%
22%
18%
16%
14%
100%

Source: survey

Interpretation:

With respect to consumer preferences today, they prefer TATA SKY

because of technology, price and heavy advertisements followed by DISH T.V,
because of its reasonable price, product quality and durability.

Chart: 18

66

35
30
25
20
15
10
5
0

TATA SKY

DISH T.V

DD Direct Plus SUN Direct

STAR T.V

Inference:

When its comes to Brand and preference of consumers TATA SKY lags
behind DISH T.V.

Table No. 19: Companies offering DTH Systems along with Services

DIFFERENT

NO. OF

BRANDS

RESPONDENTS

PERCENTAGE

67

TATA SKY
DISH T.V
DD Direct Plus
SUN Direct
STAR T.V
Total

48
29
12
07
04
100

48%
29%
12%
07%
04%
100%

Source: survey

Interpretation:

In boosting up the sales of DTH systems ,companies offered free

Services.

Chart: 19

STAR T.V; 4%
SUN Direct; 7%
DD Direct Plus; 12%

TATA SKY; 48%

DISH T.V; 29%

68

Inference:

TATA with reference to DTH systems and DTH production has a healthy
competition as there are not that many companies which offers services.

CHAPTER 5
SUMMARY OF FINDINGS AND CONCLUSION
35% of population is aware of DD because of its aggressive advertising
campaigns and also its presence in other consumer durable products
makes the consumers to recall the brand name. When people think of
DTH Systems, DOORDARSHAN strikes first to their mind because of its
frequency of viewing many programs.
69

After DOORDARSHANs wide awareness, TATA SKY and DISH T.V

are enjoying the next awareness level in the market.

Advertises plays a major influences role as it is found in 30% of the cases

as buying influencer. It is first and also effective medium of consumer
awareness of the products in the market. Friends and children constitute
for 50% and 24% respectively, who are considered as good influencers as
they are the users of the product and their advice is considered in decision
making spouse, others and relatives are considered in the hierarchy of
influences regarding the purchase behavior knowledgeable people,
satisfied consumers and dealers also hold the influencing weight age.

24% of the non-users of DTH Systems are viewing to buy TATA SKY
due to its low price as the key attracting attributes are backed up its looks
and availability. Indian consumers are very price sensitive and any slight
decrease in price will have an impact on its usage. TATA brand strategy is
its penetrating price though it does not possess other features in its DTH
systems. Buying behavior of consumers depends upon its price, durability
and service, as these products are not replaced very often.

70

24% of the non-users were willing to buy TATA SKY DTH SYSTEMS.
Superior technology, differentiated features, performance and low power
consumption guided their choice.

Price technology is very important attributes in buying as one third of

consumers consider it very important. Saving power and durability are
considered as the next important factor with 5 and 3% respectively

24% of the people read news paper and television (43%), most of them
watch news channels and very few match entertaining channels.

21% of the DTH Systems users are of TATA SKY followed by DISH T.V,
DD Direct Plus,STAR T.V and SUN Direct . It is found that more than
60% of the potential market is untapped and only few DTH systems are
operating in this market. There is an opportunity for TATA to create
awareness of the uses of DTH Systems among common public thereby
increase the consumer lifetime value share.

Majority of the population (67%) feel good regarding overall

performance of their DTH systems with regard to the attributes such as
price, technology and other added benefits. It is an indication to satisfy
consumers by providing these facilities in their DTH System.
71

Most of the consumers did not consider consumption, service and design
while purchasing their DTH Systems

TATA dealers are getting a good margin on the DTH systems from the
company.

Intensive

competition

in

the

market

has

compelled them to pass out major portion of margin provided by the

company to the consumers. This resulting in the form of sales at lower
price than what the company proposes to sell.

TATAs strength lies in its technology, looks and advertisements

campaign, which is its main future and weakness, or its price and
presence in other consumer durables. DISH T.V strength is its brand
name, service and reach of the products to consumers and less
competition in that segment. Its weakness lies in its product range. STAR
T.V with its price and looks has strengths and weaknesses are its product
parts.

Consumers mostly prefer TATA SKY (30%) because of its advertisements

and also its low price range.

72

It is found that men take a lead in making the purchase decision (78%)
and women areas are shown less interest.

It is found that major companies like TATA SKY,DISH T.V,SUN

NETWORK and STAR T.V are having executive leadership in the
market.

CONCLUSION
This study has to enabled to understand the different intricacies that are
involved in the buyer behavior to purchase a consumer durable products. The
study throws light upon the different DTH systems in the market, vying with
each other to get the attention of buyers. Customers to day are bombarded
with advertisements in order to catch the attention of buyers. Major systems
in DTH system are also involved in durable products to make their brands a
success, such as TATA. Brand extensions seems to have worked extremely
well for MNCs such as TATA and DISH T.V in getting the attention of
buyers. The marketers huge potential with only 12% penetration in the
population and in deed a sign for many DTH systems to enter the market.
The competition hammered the profits to these companies and lot of money
has to be pumped initially, since the market is huge to capture in days to
come.

73

CHAPTER 6
RECOMMENDATIONS AND SUGGESTIONS
RECOMMENDATIONS

TATA should work on its brand image. Though 34% of populations are
aware of TATA SKY and 16% of them could spontaneously recall the
advertisements if given a change to think of DTH system. 30% of the
populations are aware of TATA SKY advertisement. It is useful for the
TATA to make the advertisement that appeal to the masses emotionally by
creating the interest in promoting that technology strength of their DTH
system. In such a way that the brand influencers like friends and
childrens should be impressed for future brand pushes.

Since most of the people watch television and magazines, pamphlets,

news paper and radio made an impact on consumers. People also prefer
demonstration, exhibition of information.

Most of the people prefer to buy from multi-brand dealers and show
rooms; TATA can concentrate on displays and demonstrations in the
consumer durable showrooms.

74

Consumer awareness is less towards TATA because of their strong

presence only in DTH systems products. It is useful for TATA to go for
brand extensions in Indian market to develop and build a strong presence
in consumer durable markets.

SUGGESTIONS

In this competitive environment with many DTH systems

using the

strategy of discounts and other promotional offers like: DISH T.V,DD

DIRECT

PLUS and SUN DIRECT giving complementary every

purchase of the DTH system is also advisable for the company. It is in the
interest of the company to come with such activities of mass promotion
through hoardings.

The company should differentiate their product from their competitors

keeping its strong attributes aesthetics and technology in promoting the
brand.

The study throws light upon the performance, durability and price as
main features beside the brands that determine the product that the
customer will purchase. The company should focus on these buying
attributes in order to make TATAs brand a successs.
75

CHAPTER 7
APPENDICES AND ANNEXURE
QUESTIONNAIRE CONSUMERS
I am doing a marketing research project on TATA SKY as part of my
summer training. I request your co-operation in answering these questions to the
76

best of your knowledge so that my survey would be meaningful. I assure you

that confidentiality of your responses will be maintained. You can tick more
than one box if appropriate.

Thank you.
1. Name:

2. Age:

Sex: M/F______

3. Telephone / Mobile:

4. Education qualification
a. Graduation [ ]

b. Post graduation [ ]

c. Any other (please specify) ________________

5. Occupation:

6. Family income in Rupees per annum:

a. Less than 1 lakhs [ ]

b. 1 lakhs to 5 lakhs [ ]

c. 6 lakhs to 15 lakhs [ ]

d. above 15 lakhs [ ]

7. Which brands of DTH System are you aware of?

77

a. _____________

b. _____________

c. _____________

d. _____________

8. Do you recall any advertisement with regard to various brands?

TATA SKY [ ]

DISH T.V [ ]

STAR T.V [ ]

DD Direct Plus [ ]

SUN Direct[ ]

9. If you are planning to buy a DTH System which brands do you intend to
buy?

Why?

10.Rank the following factors and attributes given 1 for most important
attributed and 7 for too least important with respect to DTH System.
Attributes
Price
Durability
Design
Brand name
Technology
Power consumption
Service

Rank

78

11.Who influence the purchase of your TATA SKY?

Spouse [ ]

Children [ ]

Relatives [ ]

Friends [ ]

Dealers [ ]

Others (please specify) ________________

12.Which would be the best medium to inform you about these products?
Magazine [ ]

Pamphlets [ ]

TV Advertisements [ ]

Radio [ ]

Newspapers [ ]

Others (please specify) ______

13.Which brand of DTH sytem do you own?

____________________________

14.How is the over all performance of your TATA SKY?

Excellent [ ]

Good [ ]

Fair [ ]

Poor [ ]

Bad [ ]

15.Suppose you have to buy a DTH System again, which brand will you
prefer?
______________________________

79

QUESTIONNAIRE - DEALERS

In am doing a marketing research project on TATA SKY as part of my

summer training. I request your co-operation in answering these questions to the
best of your knowledge so that my survey would be meaningful. I assure you
that confidentiality of your responses will be maintained. You can tick more
than one box if appropriate.

Thank you.
1. Name of the dealer:
2. Name of the firm:
3. Address:
4. Contact No. :
5. Which brands of DTH systems do you offer?
DOORDARSHAN [ ]

DISH T.V [ ]

SUN NETWORK [ ] STAR T.V [ ]

TATA SKY[ ]
Others__________

6. What is the counter size of DTH Systems?

a. Less than 50 [ ]

b. 50 100 [ ]

c. 100 to 200 [ ]

d. 200 and above [ ]

7. Over all DTH System sales per month

80

8. Other than your regular margin what dealer promotional schemes do

companies offer for promoting their brands?
Brands

Extra

Gifts

Prizes

Others

margin for
exceeding
target sales
TATA SKY
DISH T.V
DD Direct Plus
SUN Direct
STAR T.V
9. Whether the customer preferred branded or unbranded DTH System?
If Branded, specify________________
Why? __________________________

10.Which are the companies offering free Services with DTH System?
a. _____________

b. _____________

c. _____________

d. _____________

11.What is the overall response for the above schemes?

Excellent [ ]

Fair [ ]

Average [ ]

81

12.Which brands have the highest recall among DTH Systems?

_____________________________________________
Why? ________________________________________

CHAPTER 8
BIBLIOGRAPHY

Philip Kotler : Marketing Mix

Philip Kotler : Marketing segmentation

Philip Kotler : Product concept

82

Company journals

Magazines and News papers

History of television, manufacturing departments, corporate profile

www.TATA SKY.com

83