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STATEGIC MANAGEMENT & CONSUMER

SATISFACTION TOWARDS
TATA SKY
DTH SERVICE
Chapter No :- 1 Introduction
1.1 Background
TATA

Sky is

a direct

broadcast

using MPEG-2 and MPEG-4 digital

satellite television
compression

provider

technology,

in

India,

transmitting

using INSAT 4A satellite at 83.0E. Incorporated in 2004, Tata Sky is a Joint

venture between the TATA Group and British Sky Broadcasting Group plc Its
primary competitor is Airtel digital TV.
Tata

is

set

to

revolutionize

television

viewing

in

India

throughits superior digital quality picture and sound. The service aims toempower
the Indian viewer with Choice, Control and Convenience through its wide array
of programming choices and interactive features.
Tata Skyoffers viewers a variety of channels ranging fromentertainment,

sports,

movies and music to news and documentaries inDVD quality picture and CD
quality sound.

Tata Sky has established an extensive customer service network acrossthe

country. It has engaged a field force of approximately 3000 serviceengineers who
are complemented by high-end 24x7 call centres, manned by multi-lingual
customer service associates, trained to solve all customer problems.

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TATA Sky logo

Type

Joint venture

Industry

Satellite television

Founded

2004

Headquarters Mumbai

Area served

India

Key people

Harit Nagpal (MD & CEO)

Products

Direct broadcast satellite, Pay television, Pay-perview

Parent

Tata Sons (60%)[1]

STAR India (30%)
Temasek Holdings, owned by Singapore
Government (10%)

Website

Tata(Sky
Tata(Sky+HD
My Tata(Sky

Tata Sky takes direct responsibility for installing and servicing thehardware at
every subscriber's home, thereby ensuring the highest levelsof customer service.

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Tata Sky retails its hardware and prepaid recharge vouchers through popular
consumer electronic stores to enhance customer convenience.
The SKY brand, owned by the UKbased British Sky Broadcasting
Group, brings toTata Sky
the reputation of more than 20 yearsexperience of satellite broadcasting. SKY is
well known for theinnovative products and services launched by BSkyB, such as
DTH broadcasting in 1989, digital satellite broadcasting in 1998,
interactivetelevision services in 1999 and the SKY+ personal video recorder
in2001.
Tata Sky joins an international group of DTH businesses thatincludes platforms as
far apart as the UK and Italy in Europe, and Mexicoand Brazil in Latin
America.Space TV is a TATA STAR joint venture, established in 2004,committe
d to build state-of-the- art Digital infrastructure for PayTelevision 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 interactiveservices.Tata

Sky satellite television service will redefine your TV viewingexperience

by

offering you greater choice, control and convenience.

1.1 Objective Of The Study

. The study was designed to provide information helpful to TATAin 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 DTHsystems.

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To find the most preferred brands of DTH systems.

To determine important attributes and factors, consumer considerswhile 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 DTHsystems.

1.2 Significant Of the Study

The study is conducted in the city of Kolar for a period of month.
Itis intended to provide with information about consumers perceptiondecision
making process, which can be used for developing marketing plans to acquire and
retain the consumers. This effort is made to knownthe consumer satisfaction
towards TATA SKY.

1.3 Problem of Study

The second half of the last decade witnessed the entry of multinational companie
s in Indian consumer durables market. Thesecompanies being present in all catego
ries, practice aggressive market penetration, market share, and consumer life time
value share.

AlthoughTATA is a multi product organization, in India it presents only in

fewTATA motors, TATA Consultancy, TATA Solar etc.,) its strong presence being felt only
in motors market.

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This stimulate a need for TATA to identifymarket and customer pulse to find how
customers buy a brand of DTH,who influenced them, what motivates them, what
attributes of an DTH issignificantly important .. etc., to be one step ahead of competitions.

1.4 Review Of Literature

The preliminary stages of research work were unstructured,undisguised explorator
y work. Analysis of secondary data and pilotresearch with a group of consumers
is made to find out the awarenesslevel of the consumers about various brands of DTH
systems.

The findings of exploratory research were used to developquestionnaire

with

suitable

administration

and

analysis

which
enabled

tomake depth analysis of likelihood of purchasing TATA SKY, major influencers,

image cared by consumer dealers, most preferred perceptionand perception towards
TATA SKY brand. Personal interviews will alsoBe conducted with potential and
existing consumers this was in form of cross sectional descriptive research.

1.5 Hypothesis
Influences of commercial sources on consumers in view of purchasingthe TATA
SKY systems. Alternative Hypothesis is that influence of commercial sources on
consumers in market significantly different whenit is compared to other brands.

1.Sales of TATA SKY systems are declining due to rise of other newdifferent
brands of Systems.

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2.Sales are not affected due to introduction or raise of other

newdifferent brands of DTH systems.

1.6 Chapter Schemes

Chapter No 1.In this chapter full information about Consumer Behaviour
Towords Tata Sky

Chapter No 2.In this chapter efforts are made to review various research
articles of research on TATA SKY

Chapter No 3 Defination Of Market & Consumer Behaviour

Chapter No 4 Company Profil

Chapter No 5.Service ProfiL

Chapter No 6. Summary Of Findings And Conclusion

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Chapter No :-2 Articles On Mnagement & Consumer

Satisaction in Tata Sky

Tata Sky launches live TV programmes application for

mobiles

PTI Oct 15, 2013, 03.54PM IST

Direct-to-home television operator Tata Sky launched a new application that
allows watching live television programmes on mobile phones as the company
looks to popularise its brand further. Named 'Everywhere TV', the company said
it will charge Rs 60 per month from its existing customers, who can initially
watch over 50 channels on their mobile phones.
"The idea is to let our subscribers watch TV while they are travelling or when
they are out of home. All that they need is a good 3G mobile connection or a wi-fi
connectivity," Tata Sky Chief Commercial Officer Vikram Mehra told PTI.
He said the move is part of the company's plans to popularise the Tata Sky brand
further in tune with the ever evolving customer demands.
"We started the 'a la carte' option to let customers choose what channels they want
to watch, we introduced the recording option so that they can watch programmes
later. Now, our next step is to let them watch live while on the move via mobiles,"
Mehra said.
Bullish on the new offering, he said the company had done a research and found
that the amount of time subscribers spend on commuting is 76 minutes everyday.

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"Most of the people travelling in train or by car watch some kind of video content
on their phone. This shows that there is a huge potential for Everywhere TV," he
said.
Further, it was found that 88 per cent of subscribers had either a smartphone or
tablet or both. Also, they have either an apple or an android in the smartphone
category which shows that there is a huge potential for TV on the go, Mehra
added.
"In the next three months, we will double the number of channels on offer on the
'Everywhere TV'," he said, adding the future plan was to get over 200 channels on
it.
Initially, most of the Hindi and English channels will be available on Everywhere
TV but later on regional channels will also be included, the company said.
On the potential customers, he said apart from the usual adult Tata Sky
subscriber, the mobile TV will also attract attention from students who are in
hostel as this would offer them a cheaper option to access live TV.
Tata Sky is investing Rs 900 crore this fiscal on upgrading technology as it targets
a 30 per cent growth in subscribers.

TataSky sees 30% rise in user base on digitisation

drive
PTI Oct 6, 2013, 10.49AM IST
Direct-to-home operator TataSky is expecting 30 per cent increase in its
subscriber base by next year on account of roll-out of third phase of digitisation
by the government and enhanced services and number of channels.

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"With Phase-III of digitisation set to roll out next year, increased broadband
leading to more channels, enhanced services, greater accessibility and exciting
new content, we are extremely buoyant about the coming months and are looking
to grow our subscriber base by almost 30 per cent," Tata Sky CEO Harit
Nagpal told PTI.

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CHAPTER NO: - 3 DEFINATION OF MARKET &

CONSUMER BEHAVIOUR
3.1 DEFINITIONS

American marketing Association

defines a market as theaggregate demand of the potential buyers of the
commodity or services

Prof. JEVONS
defines a market as any body of persons who are inintimate business relations and
carry on extensive transactions in anyCommodity. Thus, market may be defined
as a relationship betweenconsumer and producer occurring or established at a
time and place and ata value mutually agreeable and acceptable to both the
parties.

American Marketing Association

definedmarketingasThe performance of business activities that direct the flow of
goods andservices from producer to consumer or user

According to EFL Breech:

Marketing is the process of determining customer demands for a product or
service motivating its sales and distributing it into ultimateconsumption at a profit.-

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Philip kotler.
Marketing
is
a
social
and
managerial
process
by
which
individualsand groups obtain what they need and want through creating andexcha
nging products and value with others

Market & Marketing:Marketing is so basic that it cannot be considered a separatefunction. It is the

whole business seen from the point of view of its finalresult. That is from the
customers point of view.

3.1 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, howand from whom to purchase
goods and services.

Definitions:
According to US consumer affairs department, it costs five timesmore to gain a new
customer that to retain and existing one. Other studieshave reported that with just increase in
customer retention a firm can raiseits profitability customers spend slowly at first, but with
succeeding yearsof 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 marketingchannels, and in turn.

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Expanding the market ever in the face of knee competition.

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

variedand innumerable needs and wants of consumers.

Marketing facilitiesmass prodution. It will lower the cost of production and prices
toconsumers. Lower price to consumers means a real rise in the nationalincome.

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 collectionof
activities that are performed to design, produce market, deliver andsupport its
product. The value chain identification strategically relevantactivities that create
valve and lost in business.
These nine value creatingactivities which consists of five primary activities and
four supportingactivities.The primary activities represent the sequence of bringing
materialsinto business (inbound logistics) converting them into final products
operations) shipping out the final products (out bound logistics),marketing them a
nd serving them The supporting activities are procurements technology developm
ent, and firm's infrastructure ishandled in certain specialized departments.

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Optional Definition Of Conceptsmarketing Management:

Marketing management is a functional area of businessmanagement. 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, howand from whom to
purchase goods and services.

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3.2

SAMPLING DESIGNS

Sampling Unit/ Respondent Profile

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 andexisting users was
selected by the methods of judgment sampling. I t includes a mix of people from
different income group and occupations.Another sample the constituted major dealers
were selected by the simplerandom sampling.

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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.
Where in you move from the known to theunknown.Marketing research is defined
as the systematic and objectiveapproach to the development and provision of info
rmation for themarketing management decision making process, it is this function
thatlinks the marketers to consumers and public through information, refineand
evaluate marketing actions, to monitor marketing performance, andto improve
understanding of the marketing process.It is the specification of method and
procedure for acquiring theinformation of the method and procedure for acquiring
the informationneeded. It is overall operational pattern of frame work of the
project thatstipulates what information is to be collected from which sources
usingwhat procedures. This type of study is factual and is very simple.

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TYPE OF RESEARCH
COLLECTION

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PLUS

TOOLS FOR

DATA

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Primary data:

Personal interviews will be conducted followed by a purposespecific questionnair

e administration designed to obtain data fromrespondents.

It

contained

quantitative research questions to understandthe attitude and perception towards buying

behavior.

Secondary data:

Literature available in the field of consumer friendly TATA SKYsystems was

thoroughly studied. The sources of this information werenewspapers, journals,
magazines, internet and publications.

4 PLAN OF ANALYSIS
The data collected was classified and tabulated for analysis purposeand charts and
graphs are used to find the conclusions.

After collecting allthe information was transferred to a worksheet the data

relating to set of the objectives was then classified and the findings recovered
after whichthe data was graphically represented.Here some special statistical
techniques are used some of them arementioned below: Sampling statistics.Chi square analysis.
Analysis of variants.
Correlation

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RESEARCH DESING
The second chapter is about the design of the study. It gives an
outlineabout the project such as the statement of the problem, needs, itsobjectives,
scope, sampling techniques, sampling design and tools for collecting data, limitations
and overview of the project.

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CHAPTER NO:-4 COMPANY PROFILE

4.1 Inception:
Incorporated

in

2004,

Tata

Sky

is

an

80:20

jointv e n t u r e b e t w e e n t h e T a t a G r o u p a n d S T A R , offering
viewers a world-class television viewing experience through itsdirect-to-home
(DTH) television service. The Sky brand, owned by theUK-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 asthe UK and Italy in Europe, and Mexico and Brazil
in Latin America.

4.2Areas:
Tata

Sky

offers

viewers

variety

of

popular

channels

in

categoriesranging from entertainment, sports, movies and music to news anddocu

mentaries in DVD-quality picture and CD-quality sound.
Theservicefurther aims to empower television viewers with choice, control andco
nvenience through a wide range of programming and interactivefeatures, thus bec
oming a one-stop shop for all the televisionentertainment needs of customers.With stateof-the-art digital infrastructure and partners that include globalleaders in digital technology,
Tata Sky provides for hardware installation at subscribers' homes, as well as aftersales service through an extensivecustomer service network that provides complete
customer care. Tata Skyalso 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 companiesoperating in seven business
sectors. It has a presence in six continents andholds leadership positions in many
industry segments, among them tea,software, automobiles, energy and hospitality.

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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 businessconglomerates. It comprises 93
operating companies in seven businesssectors: information systems and
communications, engineering, materials,services, energy, consumer products and
chemicals.

The

Tata

Group

hasoperations in more than 40 countries across six continents and itscompanies

export

products

and

services

to

140

nations.

The

Group

and

itsenterprises 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 canmatch.The Tata Group is one of India's
largest and most respected businessconglomerates, with revenues in 2006-07 of
$28.8 billion (Rs129,994crore), 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.

Tatacompanies together employ some 289,500 people. The Group's 27 publicly

listed enterprises among them stand out names such asTata Steel,Tata
Consultancy

Services,Tata

MotorsandTata

Tea

have

acombined

market capitalization that is the highest among Indian businesshouses in the

private sector, and a shareholder base of over 2.9 million.The Tata Group has
operations

in

more

than

80

countries

across

sixcontinents, and its companies export products and services to 85countries.The

Tata family of companies shares a set of five core values: integrity,understanding,
excellence, unity and responsibility.

These values, whichhave been part of the Group's beliefs and convictions from
itsearliestdays, continue to guide and drive the business decisions of Tatacompani

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es. The Group and its enterprises have been steadfast anddistinctive

in

their

adherence to business ethics and their commitment tocorporate social

responsibility. This is a legacy that has earned the Groupthe trust of many
millions of stakeholders in a measure few businesshouses 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 boxtechnology major, to
support the launch of its direct-to-home (DTH)service in mid 2006. Thomson,
will manufacture set-top boxes in Indiaand 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
.
DTH services in India and offer customers with the best satellite TVservices available." The
agreement with Tata Sky marks Thomson's entryinto the DTH Satellite television market with
set-top boxes developedand customized for Tata Sky at its R&D centre in Bangalore
.
4.3 TYPE
Tata Sky Ltd., a joint venture of TATA and STAR, is committed to builda state-of-the-art Digital
infrastructure for Pay Television in India. TataSky plans to introduce a nationwide Direct-toHome (DTH) service thatwould allow it to reach every Indian home, however remote it may
be.The service plans to offer its subscribers the best of cable channels, newinnovative
programming and interactive services.

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4.4 NATURE
The Tata Group comprises 98 operating companies in
seven businesss e c t o r s :
Information systems and communications; engineering;m a t e r i a l s ; s e r v i c e s ;
e n e r g y; c o n s u m e r p r o d u c t s ; a n d c h e m i c a l s .
T h e Group was founded by Jamsetji Tatai n t h e m i d 1 9 t h century, a
periodwhen India had just set out on the road to gaining independence
fromBritish rule. Consequently, Jamsetji Tata and those who followed
himaligned business opportunities with the objective of nation building.
Thisapproach remains enshrined in the Group's ethos to this day.

4.5Tata 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 offers viewers a variety of channels ranging from entertainment,
sports,movies and music to news and documentaries in DVD quality picture andCD quality
sound.

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4.6 TATA Brand

The

Tata

Group

is

one

of

India's

largest

and

most

respected

businessconglomerates. It comprises 93 operating companies in seven

businesssectors: information systems and communications, engineering, materials,services,
energy,

consumer

products

and

chemicals.

The

Tata

Group

hasoperations in more than 40countries across six continents and itscompanies

export

products

and

services

to

140

nations.

The

Group

and

its

enterprises have been steadfast and distinctive in their adhere t o 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 canmatch

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4.7 BOARD OF DIRECTORS

Mr Mistry
)Mr James Leng
Mr Nusli N Wadia
Mr S M Palia
Mr Suresh Krishna
Mr Ishaat Hussain
Dr Jamshed J Irani
Mr Subodhbhargava
Mr Jacquesschraven
Dr Anthonyhayward
Mr Philippe Varin
Mr B Muthuraman
Dr T Mukherjee
Mr Andrew Robb

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(Chairman)
(Non - Executive Deputychairman)
(Company Director)
(Company Director)
(Financial Institutions'nominee)
(Board Member)
(Board Member)
(Board Member)
(Non - Executive Independentdirector)
(Non - Executive Independentdirector)
(Non - Executive Nonindependent Director)
(Managing Director)
(Non Executive Director)
(Non Executive Independentdirector)

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4.8 MANAGEMENT
Mr BMuthuraman
Mr H M Nerurkar
Mr A D Baija
Mr U K Chaturvedi
Mr R P Singh
Mr Koushik Chatterjee
Mr Anand Sen
Mr Varun K Jha
Mr AvinashPrasad
Mr Abanindra M.Misra
Mr Om Narayan
Mr HC Kharkar
Mr ParthaSengupta

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Managing Director
Chief Operating Officer (Steel)
lVice President (GlobalMineral Resources)
Vice President (TQM &CSI)
Vice President(Engineering Services &Products)
Vice President (Finance)
Vice President (FlatProducts & Long Products)
Vice President(Chhattisgarh Project)
Vice President (IndustrialRelations)
Vice President (RawMaterials)
Vice President (Safety &Services)
Vice President
Vice President (CorporateServices)

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CHAPTER NO :- 5.SERVICE PROFILE

5.1Extensive Customer Service Network T a t a S ky
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 multilingual

customer

service

associates,

trained

to

solve

allcustomer

problems.T a t a S k y t a k e s d i r e c t r e s p o n s i b i l i t y f o r i n s t a l l i n g a n d s e
r v i c i n g t h e hardware at every subscriber's home, thereby ensuring the highest
levelsof customer service.

5 . 2 T a t a S ky
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

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5.3 Satellite:
Tata Sky
Has

leased

all

12

Ku-Band

transponders

on

ISROsIndian satellite, INSAT 4A, the most advanced and high- powered KUBand communication satellite in the region,developed keeping in mind local
requirements. The satelliteenables to offer superior picture and sound
qualitywith a wide range of channels.
Business Support Software:NDS:
Tata Sky has partnered with NDS, the
leadingprovider of technology solutions for pay television. NDS systems has play
ed a key role in the end-to-end system architecture andlaunching the nationwide
digital service. The NDS VideoGuardconditional 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 supportoperations across the areas of call centre and field
serviceoperations, customer order management .
Kenan:
Comverses Kenan FX billing software has beenselected to support billing for all
residential, institutional andcommercial customers. The Kenan software has been
enhancedspecifically 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.

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IT:Sun Microsystems:
Tata Sky has selected Sun Microsystemsto provide
world-class

technology

infrastructure,

which

helpst h e c o m p a n y t o d e l i v e r h i g h l e v e l s e r v i c e s t a n d a r d s f o r i t s S
atellite

Television

service.

The

servers

ensure

maximum

up-

time, fault recovery and load management. Sun has also

provided Tata Sky with installation, engineering expertise andsupport.
Digicomp:
T a t a S k y h a s p a r t n e r e d w i t h T h o m s o n a n d H u m a x , w o r l d leaders
in digital broadcast technology for building top-of-theline digicomps, customised
specifically for the Indian markets.The technologys feature rich design enables Tata Sky
to deliver multiple programming, pricing packages and interactive servicesto its customers.

5.4 Systems Integration:

Tata Consultancy Services (TCS)
: TCS is a SystemsIntegration partner for Tata Sky Ltd.
It supports IT operations inthe areas of billing, ERP and other customer care and
employeerelated internal facing applications.

Service Support:
SerWizSol : SerWizSol provides Tata Sky with three highendcall centres offering round-the-clock support in 11 differentlanguages at Pune, Hyderabad
and Mohali.

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CHAPTER NO:-6.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, peoplehave lapped up DTH in a
big way.Enquries by FE reveal that Tata Sky, though a late entrant has been ableto
sell more than three lakh units in Punjab alone in just six months.
InChandigarh Union Territory, it has sold about 25,000 units in the last sixmonths
itself. Tata Sky has undoubtely emerged a leader in DTH sales inthis region.

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

FUTURE PROSPECTS:

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

Tata Sky crosses 1 million mark in record timeAims for more

than 8 million by year 2012
Within a span of one year, Tata Sky has:
Established itself as the fastest growing Pay TV platform in India
Established Tata Sky as a trusted and premium brand:
Achieved87%
brand awareness within the first six months of launchExpanded its product offering from
55 television channels at thetime of launch to over 120 channels and interactive services

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(ActveGames,

Actve

Sports,

Actve

STAR

News,

Actve

Khabar,

Actve Newsroom and Actve Wizkids).

Launched Actve Wizkids, the first-of-its

----

kind education basedi n t e r a c t i v e s e r v i c e i n t h e w o r l d t h a t t e a c h e r

c h i l d r e n t h r o u g h learning

games

Set up state-of-the

art digital infrastructure including an uplink centre in Gurgaon and three highend 24x7 call centres inHyderabad, Mohali and Pune supporting 11 languages
(English,Hindi, Marathi, Gujarati, Punjabi, Malayalam, Kannada, Tamil,Telegu,
Oriya and Bengali)
E x p a n d e d i t s d i s t r i b u t i o n n e t w o r k f r o m 3 0 0 t o w n s a n d 1 0 , 0 0 0
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 across180 cities (the
largest corporate training initiative in India)
Become the gold standard in customer service: achieved globally best-in-class
(durable and telecom industries) customer satisfactionscores (eQ Score = 88 according to the
Nielsen study)
Introduced first-time ever interactive television promotions across popular
television

channels

including

Sony

(Indian

Idol

highlightso n -

demand), STAR World & STAR One (Koffee with Karan

Contest) and STAR Gold (Tata Sky Pure Gold Krrish Contest & Tata Sky
Pure Gold Don Contest)

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Tata Sky is investing in building a high quality digital infrastructure inthe

country

to

offer

superior

television

viewing

experience

to

Indianhouseholds. The service will enhance the choice for viewers looking
for t h e b e s t o f p a y t e l e v i s i o n s e r v i c e s i n t h e c o u n t r y. T a t a S k y
a i m s t o become India's largest digital television platform, offering consumers
awide array of programming choices with interactive features and superior picture and sound
quality
.

6.2 McKinsey 7S framework

According to Waterman et al., organizational change is not simplya matter of
structure, although structure is a significant variable in themanagement
of change. Again it is not a simple relationship between strategy and
structure,

although

strategy

is

critical

aspect.

In

their

viewe f f e c t i v e o r g a n i z a t i o n a l c h a n g e m a y b e u n d e r s t o o d t o b e a
c o m p l e x relationship between strategy, structure, systems, style, skills, staff
andsuper co-ordinate goals.The framework suggests that there is a multiplicity of
factors thatinfluence organizations ability to change and its proper mode of
change.
Because of interconnectedness of the variables it would be difficult
tomake significant progress in one area without making progress in
theothers as well.

1. SUPER CO-ORDINATE GOALSGOALS 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,

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super ordinate goals refer to a set of values and aspirations that goes beyond
theconventional formal statement of corporate objectives. Super ordinat
egoals are the fundamental ideas around which a business is built.
Theyare its main values. They are the broad notions of future
directions.T h e u l t i m a t e g o a l i s t o m a k e T A T A P v t L t d . ,
a s a r e p u t e d profitable company in India. With this aim in mind,
TATA PVT LTDhas 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 rangeactivities
to ensure leadership.
To provide good quality DTH to their customers and build a highdegree of brand
with them.

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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 ownR&D.
Bench mark their products and business processes
Committed to quality
MISSION STATEMENT:
To benefit society at large the innovation, quality, productivity, human
development and growth into generate sustained surplus, alwaysstriving for
excellence, within the frame work of the law and which pridein ethical values.
Investing in the core brands to meet ever
c h a n g i n g c o n s u m e r 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

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VALUES AND ASPIRATIONS

Ensure success through high performance by people.R e g u l a r v i s i t s b y H R t e a m
a r e b e i n g m a d e t o a l l p l a n t s t o m e e t t h e 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
Participation of all concerned in an atmosphere of co-operation & oneness
Importing training and enhancing development of allemployees in the organization
Delivering quality products, services at a competitive price& to achieve customer
satisfaction on time
Achieving and sustaining leadership through a concertedeffort

towards

creativity and innovation.

Facilitating absolute decision ,taking through the adequateuse of data
Promoting a team based culture, which encompasses humanvalues and ethics

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3. SYSTEM
The concept of system includes the training & developm
e n t 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 systematicdevelopment of knowledge,
skills, attitude and teamwork.
Training & development of personal skills is considered a high priority
area for the TATA PVT LTD The organization philosophy revolves around the
development of people in this own jobs in such a manner so as to prepare them
toface any difficulties.

Enhancement of skills
Suitable training is imparted to enhance the multiple skills of theexecutives and to
enrich their multi-functional tasks.Programs are undertakes keeping in view the
dynamic

changes

in

the environment which are contributed by rapid technologicalobsolescence.

competition

with

emerging

Sever

globalization

of

markets,i n c r e a s i n g c o n s u m e r i s m , n e w c o n c e p t s o f a c c o u n t a b i l i t y
a n d s o c i a l 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
confront issues, manage them carefully and achieve competitivedominance.

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to

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People come first in the new business paradigm. The success of an

organization essentially depends upon the effective harnessing andutilization of th
is resource. It is imperative for an organization toconstantly nurture people and ha
ve their capabilities for optimal performance.Performance evaluation aligns the
organizational

objectives

with

the individuals performance and bridges the gap between the twothrough 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
SCOPE
Annual appraisal:Applicable to all regular employees who have completed minimumsix
months of service in the organization
Periodical appraisal:Applicable to trainers and probationers
Procedure for recruitment:

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To fill up the vacancies as approved by the management, twosources 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 beredeployed

In

case

on

non

redeployment

of

the

existing

employees,

externalsource will be adopted either by approaching, data bank, employment

offices,

and

advertisements.

Source

where

ever

may be mainly follows government rules and regulations beforeappointing

it
new

candidates.On receipts of applications through external sources, throughscreening will

be done at the department tend.

The short listed candidates will be called & interviewed by a committee

consistingrespectiveHOD/section heads & one representative from HR departmey
T h e selection will be made based on the over all performance of the
candidateand 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

beissued subject to their medical fitness duly certified by our medi c a l superintend
ent. On joining, the candidate will be required to fill up the joiningreport 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 Aremaintained.

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4. STYLE
Style is one of the seven levers which top managers can use t o bring about
organizational

change.

The

style

of

organization

according

tothe McKinseys framework becomes evident through the patterns of ac

tions 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.

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5. STRUCTURE
The design of the organizational structure is a critical task of thetop 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 thedepartmental data.

6 SKILLS:
Waterman et al considers skills as one of the most crucial

attributes

or

capabilities of an organization. The term skills includethose characteristics

which most

to describe a companys

people are

Distinctive competence. The dominant skills are the distinctivecompetences of an

organization are part or the organizational character.
7. STAFF:
In

the

McKinsey

7-S

frame

work

the

term

staff

has

specificconnotation, according to Waterman et -al the term staff

refers to theway organizations introduce young recruits into the main stream of
their activities and the manner in which they manage their careers as the
newentrants develop into future managers.

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CHAPTER NO:-7.SUMMARY OF FINDINGS AND

CONCLUSION
7.1 Summary Of Finding
3 5 % o f p o p u l a t i o n i s a w a r e o f D D b e c a u s e o f i t s a g g r e s
s i v e 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
strikesf i r s t t o t h e i r m i n d b e c a u s e o f i t s f r e q u e n c y o f v i e
w i n g m a n y programs.
After DOORDARSHANs wide awareness, TATA SKY and DISHT.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 mediumof consumer
awareness

of

the

products

in

the

market.

Friends

and

children constitute for 50% and 24% respectively, w h o a r e considered as good

influencers as they are the users of the productand their advice is considered in
decision

making

spouse,

othersand relatives are considered in the hierarchy of influencesregarding

the

purchase behavior knowledgeable people, satisfiedconsumers and dealers also hold the
influencing weight age.
24% of the non-users of DTH Systems are viewing to buy TATASKY due to
its low

price

as

the

key

attracting

attributes

are

backedup its looks and availability. Indian consumers are very ricesensitive and any

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slight decrease in price will have an impact on itsusage. TATA brand strategy is its
penetrating price though it doesnot 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.
Users were willing to buy TATA SKY DTHSYSTEMS. Superior technology, dif
ferentiated features, performance and low power consumption guided their choice.
Price technology is very important attributes in buying as
thirdof consumers consider it very important. Saving power anddurability
considered as the next important factor with 5 and3% respectively

one
are

24% of the people read news paper and television (43%), most
of them watch news channels and very few match entertainingchannels.
21% of the DTH Systems users are of TATA SKY followed byDISH T.V, DD
Direct Plus,STAR T.V and SUN Direct .
It is foundthat more than 60% of the potential market is untapped and
onlyfew DTH systems are operating in this market.
There is anopportunity for TATA to create awareness of the uses of
DTHSystems among common public thereby increase the consumer lifetime
value share.

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

their

DTH

systems

with

regard

to

attributessuch as price, technology and other added benefits. It is a n indication

of
the
to

satisfy consumers by providing these facilities in their DTH System.

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

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

the company. Intensive competition in the market hascompelled them to pass out
major portion of margin provided by the company to the consumers. This
resulting in the form of salesat lower price than what the company proposes to sell.
TATAs strength lies in its technology, looks and advertisementscampaign,
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 andless competition in that segment. Its weakness lies
in

its

productrange. STAR T.V with its price and looks has strengths andweaknesses are
its product parts.

Consumers mostly prefer TATA SKY (30%) because of its advertisements and also
its low price range.
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 themarket.

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7.2 CONCLUSION
This

study

has

to

enabled

to

understand

the

different

intricaciesthat are involved in the buyer behavior to purchase a consumer durable

products. The study throws light upon the different DTHsystems 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 arealso involved in durable products to make
their brands a success, suchas TATA. Brand extensions seems to have worked
extremely well for M N C s s u c h a s T A T A a n d D I S H T . V i n g e t t i n g
t h e a t t e n t i o n o f buyers. The marketers huge potential with only 12%
penetration inthe population and in deed a sign for many DTH systems to enter
themarket. The competition hammered the profits to these companies andlot of money has
to be pumped initially, since the market is huge to capture in days to

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come.