“MARKETING MANAGEMENT”

(MKT 201)

Individual Assignment
On

“Case Write-Up and Viva-Voce”

(Industry: Media and Entertainment ; Company: Tata sky)

“POST GRADUATE DIPLOMA IN MANAGEMENT”

PGDM (M); Term -II; Batch 2019-21
“ ” “ ”

…….”“Under the Supervision of ”””’’’’”

“Dr. DEEPAK SINGH

Associate Professor- Marketing & Strategy

“Submitted by”:
Sheetal Badola
PGMA 1932

“JAIPURIA INSTITUTE OF MANAGEMENT”

“A-32 A, Sector 62, Institutional Area, Noida- 201309 (U.P.)”
“November 2019”
 About the Company

Tata sky is a broadcast satellite television. It is started in 2004. TATA SKY has a
partnership with STAR GROUP having 20 percent stake and TATA GROUP 80 %
stake. It uses MPEG-4 transmitting INSAT4A and GSAT10 technology. The headquarter
of tata sky is in Mumbai. Currently tata sky is offering more than 600 channels and 99
HD channels. It was incorporated in 2001 but they launch their services on Eighth
August.”

PESTLE ANALYSIS
Political Force:
Good and Service tax: 18 % tax rate of cable and dth services in everytime on the dth
recharge which lead to high prices in dth , TRAI regulations .

Economic Force: The competitors of tata sky , The income of that locality, The
inflation in an economy

Sociocultural Force: “With the lifestyle” getting” faster and more stressful” people
prefer to socialize less and spend more time at homes in front of televisions. ‘Time is a
premium” for the working population and they are ready to pay a little bit extra for hassle
free service””

“Technological”force: “‘With India being an IT hub, hi-tech products are almost

always well-received”.”

LEGAL FORCE:’”Entertainment and media rules are stable in India”“.The ministry of

information and broadcasting has been controversy free”. There is clear demarcation
between the channels which can be aired in India and” which cannot be”aired”.’’

SWOT ANALYSIS:
Strength:
1. ! Leaders in introducing “new packages”111
“24 hours customer support services in multiple languages
“ HD quality pictures with recording features
2. Use 360-degree marketing for advertising purposes
“tIt has partnership with sky brand to bring satellite television
 WEAKNESS 1.’’Not ‘having first mover advantage as Dish TV capture market
2.” Dependency on broadcaster”
3. “Cannot match free service provided by DD”
4.” Customer service are usually busy and waiting period is long”
5. “High initial cost of DTH equipment”

0PP0RTUNITIES 1 “There is increase in no of tv sold”

2 “It provide options for instalment”
3 “There is growing demand for dth over cables”

THREATS 1” There is increasing competitions “

2” There is threat from dish TV , airtel and Videocon set top boxes”
3” Depends upon channel content and through this it increases cost.”

my can
External andaffect its purchase
Internal
Factors
Competitors and customers
Factors-
*Various competitors are
available in the market like
Videocon ,Airtel, Dishtv ,
Sun direct
* Target customers of tata sky
Individual and households
Technological factors:
* New technological changes
are coming up
“”India being an IT hub, hi-
tech products are almost
always well-received”””.””
Value Gap
Old Product- “Tata sky +HD”
No recording system for mobile
No games and educational
channels were there.
No cashback was given to users
Channels plan setup by
company itself
There was no rewind pause and
stop system
Launched premium setup box
with HD channels
New Product
New Product- “TATA Sky
4k +HD”
It has feature of recording
from mobile
Now it has educational and
games channels for children
like sudoku puzzle games
Now it provide cashback
offers and bonus to the users
Now customers can plan their
channels according to their
choice
It has rewind forward and
pause system
Now it has 500 gb hard disk
with record upto 625hours

PRODUCT AND SERVICE DECISIONS

ATTRIBUTES-
 ‘High definition recording’
 ‘Search and scan banner’
 ‘Reminder’
 “Favourites list”
 ‘Parental control”
  “24 hours customer services in 13 regional languages”
 “Online recharge “
 “Recharging for Rs.301 or more get bonus of rs 15”
:
BRANDING
 NAME - TATA SKY

 SIGN -

LABELLING- ISKO LAGA DALA LIFE JINGALALA

PRODUCT SUPPORT SERVICES- “24/7 help line 18002086633”

PRICING DECISIONS
“TATA SKY provides variety of packages with different prices.”

 “TATA Sky SD +Set top box+ standard installations RS 16905”

 “1-month pack hd quality RS 13155”
 “Dish tv hd connection +standard installation with sports kids pack RS 30405”
 “Tata sky hd + set top box +one-month supreme sports kids pack with one-
month hd gold pack RS 64406”

“EFFECTIVE MARKETING COMMUNICATION”

“TATA SKY uses 360 degree approach for advertising and it also uses radio
television and internet .”
“ CHANNEL DESIGN AND CHANNEL MANAGEMENT”
“TATA SKY created a distribution network through recharge shops , electronic stores
where tv and mobile phones are sold “

SOURCE https://www.tatasky.com/wps/portal https://en.wikipedia.org/wiki/Tata_Sky