Published on March 12, 2014
INTRODUCTION Tata Sky is a DTH satellite television provider in India. It is a joint venture between the Tata Group and Star Tv It offers around 160 TV channels with much clarity and has over 2.3 million subscribers. It provides 24 hr 7days help support in 11 languages. It gives a 4 day listing of all programmes on television. They always try to cover all the basic needs of each and every family member so it is better than any other DTH service.
Price Customers have to buy a Tata sky digicomp in order to avail Tata sky service Product Tata sky Tata sky HD Tata sky + HD
People Employees Customers Retailers Process Service generation Service delivery Service consumption
Place Offices Tata Sky has a wide distribution network across the country Physical evidence Dish antenna Set top box bills
P Promotion To educate consumer about Tata sky DTH services, the company launched a 360 degree advertising campaign.
SERVICE BLUEPRINT Physical evidence Retail outlet Dish antenna Set top box Copy of bill Customer action LINE OF INTERACTION Visit the outlet Choose DTH service provider Place order Connec t with televisio n Contac t custom er care Bill payme nt consu mptio n Onstage employee action Information desk Installation Repair and maintenance Service check Collecting payments LINE OF VISIBILITY Customer request processing Grievances handling Plan renewal & termination Information desk Backstage employee action LINE OF INTERNAL ACTION Support Transmission services Production services Signal processing Tracing & command
COMPETITOR ANALYSIS Company Subscribers(in millions) Till sep 09 Revenue(in RS cr) (FY 09) Launched in Dish TV 5.92 737 Oct ’03 Tata Sky 4.5 800 Aug ’06 Sun direct 4.3 N.A Dec ’07 Airtel DTH 2 N.A Oct ’08 Big TV 2 N.A Aug ’08 Videocon N.A N.A May ‘09
Including the local cable operators as distributors would be an extremely useful way of reaching out to the target market: Staff of cable operators be made the distributors for Tata Sky (familiarity with people). All distributors be given a status of Tata Sky employees Attractive options be given to them to become distributors. Another focus could be the rural market. A snapshot of the rural market: 199 million total household in India. 119 million (60% of total house holds) TV households. 50 million are having Cable. 55 million TV sets in rural area. Rural TV households growing by 3-4 million each year. Only 2-3 % of rural household have access to Cable Growing focus towards more satellite channels TARGETS OF TATA SKY
Tata Sky is a host to a variety of interactive programs through its Active platform. The Active series is aimed at a varied audience - children between the ages of 3-12 years, housewives, adults and senior citizens — with programs ranging from educational modules and cookery and shopping. Gaming on the DTH platform is a comparatively new concept and gradually gaining momentum. Gaming is starting to spread to smaller towns and cities and has a chance for becoming bigger than movies among the youth. They have targeted women and kids. For kids, Tata Sky use Disney characters to impart education like maths quizzes and pronunciation exercises. TARGETS OF TATA SKY
TARGETS OF TATA SKY For housewives, their focus is on content on the TV. They just have to press a button and start. A new game is given to them every day. Its content is refreshed hourly. This is much better than somebody paying thousands of rupees on game software that the child might get bored off quickly. The Active Games service is targeted to all age groups and includes various kinds of games which are refreshed on regular basis
Tata Sky targeting online customers The ad is not about buying Tata Sky Online, the above information was to give an idea to you guys that how internet has grown big and how people are getting into it completely. The information box down is there in ONLINE AD, very crisp and very clear. Simple data not all confusing, if someone is interested to buy Tata Sky, he has to right the name, age, number and city. That’s it. They are getting data base of the potential consumers. TARGETS OF TATA SKY
Gap 1 (The Knowledge Gap): Is the difference between what the service providers believe customers expect and customers actual needs and expectations . Gap 2 (The Service Design & Standards Gap): Is the difference between management perceptions of customer expectations and quality standards expected for service delivery. Gap 3 (The Service Performance Gap): is the difference between specified delivery standards and the service providers actual performance on this standards. Gap 4 (The Communication Gap): Is the difference between what the company`s advertisements and sales personnel think are the products features, performance, and service quality level and what the company is actually able to deliver. GAPANALYSIS
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