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Π
  ................................ ................................ ................................ .......................... 4‘
A. ‘ Objectives: ................................ ................................ ................................ ................ 6‘
a.‘ Cae Obje es: ................................ ................................ ................................ . 6‘
b.‘ Ma
e g Obje es: ................................ ................................ ................................ 6‘
.‘ Situation Analysis ................................ ................................ ................................ ..... 8‘
a.‘ The P8 ................................ ................................ ................................ .............. 8‘
b.‘ C es:................................ ................................ ................................ ............... 9‘
.‘ A alyss  De T  e Ma
e   a ................................ ........................... 11‘
D.‘ Caegy Fas ................................ ................................ ................................ ...... 16‘
e.‘ E  e al Fas ................................ ................................ ............................. 18‘
Œ. ‘ Œompany and Œompetitor Analysis ................................ ................................ ....... 23‘
a.‘ P Feae Ma9 ................................ ................................ ........................ 23‘
b.‘ Saeges ................................ ................................ ................................ .............. 23‘
.‘ Ma
e g M ................................ ................................ ................................ ...... 24‘
.‘ P s ................................ ................................ ................................ ................... 26‘
e.‘ Vale ha ................................ ................................ ................................ ........... 26‘
.‘ D ee al A a age  eah  a y ................................ ............................. 27‘
g.‘ Eee e saeges ................................ ................................ ..................... 28‘
×. ‘ Œustomer Analysis................................ ................................ ................................ .. 29‘
a.‘ Seg e a Saegy ................................ ................................ .............................. 29‘
1.‘ De gah Fas: ................................ ................................ ........................... 29‘
2.‘ Gegah Fas: ................................ ................................ .............................. 29‘
3.‘ L esyle: ................................ ................................ ................................ .............. 29‘
b.‘ C s e Beha ................................ ................................ ................................ 30‘
.‘ Tage g ................................ ................................ ................................ .................. 31‘
.‘ Ps  g ................................ ................................ ................................ ............... 32‘
E.‘ Assumptions in lanning rocess ................................ ................................ .............. 34‘
a.‘ Ma
e Pe al ................................ ................................ ................................ ....... 34‘
b.‘ Feas Ass  s................................ ................................ ............................... 34‘
ñ. ‘ Strategy ................................ ................................ ................................ ...................... 35‘
a.‘ Ce Saegy ................................ ................................ ................................ ........... 35‘
b.‘ Cs e Tages ................................ ................................ ................................ ..... 35‘

^Page
.‘ PSe e Feaes ................................ ................................ .......................... 35‘
6.‘ Strategy-Marketing Œommunications rogrammes ................................ ............. 37‘
a.‘  egae Ma
e g C  a s Pga es ................................ ............. 37‘
b.‘ P g Saegy ................................ ................................ ................................ .... 39‘
.‘ Cha el Saegy................................ ................................ ................................ ... 39‘
.‘ Cs e Ma age e  Saegy ................................ ................................ ........... 40

APage
 
Tele s  sy   a 
bh wh he la h  Dasha  1959 1. Ba
he 
ele s was egae as a ly e whh  ly a ew ele l a .  1992 able
 sy a e   ese e whh we  w as he bgges e l  he hsy 
 a E ea e   sy.

Cable TV ha ge he way he a eage  a wahe TV. Se ly he e ea e 
sa e a  he la g e  s as a hge  l  eg a  ew  es
ha els le he a
e. we e hs e e s gwh saw   s a h
es 
able TV whh   g w  well wh he le   e ass a
e   s es.
Pele a e  bee qaly e a  wa e  wah eg al la gage ha els
whh hey e ee. e e hee was a  es e a  a  wll g ess  ay 
qaly a  wha  e ese.

The sage was e ely se  he    saelle TV ± De   e (DT
baas g. La a  aessbly  he able l e   ae a y e  DT
se a. DT Dgal TV syse ee es sg als ely  saelle hgh he sh
ees  wh he Se T B a  he se s s  gly lea e a  s   TV.
Bee aessably qaly  se e a   ease  be  ha els e se ha hs
eh lgy was hee  say.

Taa S
y s a DT saelle ele s  e 
 a s g MPEG 2 gal  ess eh lgy a s  g s g SAT 4A a 83.0°.
Taa s
y was  ae  2004; Taa S
y s a J  Ve e bewee he TATA G
a  STAR 2. Taa S
y DT e ea s   e  a ewes a wl lass ele s
ew g eee e hgh s saelle ele s se e. V
a Kash
s ese  CEO 
Taa S
y L.

1. h: a.g . 
w aele s .h

2. h:e .w
ea.gw
Taa_S
y

ÿPage
The SKY ba  w e by he UK base Bsh S
y
Baas g G b gs  Taa S
y he ea  e ha 20 yeas eee e 
saelle baas g. SKY s well
w  he   a e s a  se es la he
by BS
y sh as DT baas g  1989 gal saelle baas g  1998  ea e
ele s se es  1999 a  he SKY+ es al e ee  2001 3. Taa S
y L s
he Fs  a DT  e  be awae he SO 27001:2005 aea  he l ae
be h a
   a sey 4.

 Obe 2008 Taa S


y a  e la h g  DVR se e ata Sky+ whh allwe
90 hs  e g  a MPEG 4  able Se T B. Taa S
y was selee as a
SUPER BRAD  he yea 2009 2010 by a  ee e  a  l ay  l  ees
2

w as Se ba s C l.  s he  ly  a DT  ha e w hs s  .

3. h:www.aas
y. ae  .h l

4. h:e .w
ea.gw
Taa_S
y

Page
A.‘Objectives:

a.‘ Cae Obje es:


.‘ T be he lea g De   e (DT se e  e   a
 e g DVD qaly e a  CD qaly s  al g wh ew age
 ea e se es.
.‘ T be he lea g   he l
a  e  e ea g s e
ale.
.‘ T esablsh he  a y as he ea  e ea e  a  ea e 
s a  se es. Thgh hese se es he  a y  e s 
be e a  egal a  he glbal a
e. As a a   a y
wa   be  able  e ea e e  se g a   a ally
gge wh ae a   e  all sa
e hles.

b.‘ Ma
e g Obje es:
.‘ Vl es & P s 5 : C a y wa s  ble s s e base by 2012.
Ce ly  has 45 la
h  he al 2 e DT s es   a whh
s als ee  eah 4 e by 2012. Als   a hee ae
a aely 13 e TV ses  whh  ly 2 e s aee by he
DT se e. Thee s a hge e al  a hs ese e.  e s 
  C a y eahe bea
e e a e 4 yeas  s sa . w 
a s  ble s  s e ey yea.
.‘  age: The C a y wa s  je sel as a ³Ea e  se e6
ahe ha js a e ea e  se e  e. F hs  has la he
 ea e se es l
e A e E glsh A e WKs a  hes. w
 la s  ea  hs  a e a  gw  hs  .

.‘ A eage Re e e Pe Use (ARPU 7: The  a y  e s  ga ale


a
e shae a   ease s ARPU whe  ae  he DT
 es hgh qaly ale ae se e a  s e se e.
C a g wh Dsh TV wh s ha  g ARPU  135 Rs Taa S
y
e ly has a ARPU  270 Rs whh   e s   ease  300 Rs.
 e a ally he ARPUs ae qe hgh whe  ae wh  a. Ths
 aes ha hee s a e al se  he ARPUs.

5. Ale  ews Ce e 10 h Mah 2010

6. Ees   e ew wh M. V


a Meha (Che Ma
e g O e Taa S
y blshe  Bs ess
L e 7h Ja ay 20107.

7. h:bs ess.e . e2010a06aa s


y saegy  aa e s es.h

‰Page
 .‘ Cs e Ree  : C a y bele es ha s l g e ssa ably
a  ably ee s  hw l g he s e e a s lyal  he
 a y. C a y bele es ha by age g s es wh g  he
heaes   s  g sel a a s
as hese s es a h
 a y  e.
.‘ Cs e Delgh: By   g se es l
e  es  e a  A e
Mall A e Dasha  A e C
 g  a y wa s   e ea
ale ae se e a a e  s. C a y has e ly 3 all
e es ae g  he  ee  eg al ees a   la s  ea  
hs  a e.  s als l
 g    e sb ha el a  a

s e se es e e ly.C a y s age g 30% sa  gs by s


 g eases hgh e  a  eales ha els   e e .
.‘ Teh lgy Ugaa : The  a y ages  sh  all   es g
s es  he laes eh lgy (Taas
y+ a he eales. Ce ly
 ly 10%  he s es ha e sh e 7.  als la s   e D
se es  all ha els e ly s has sae wh ³Ds ey a  ³
a al Gegah.
.‘ Reg al a  e e aea: Ce ly e ha 50%  he l e ae
 se  50 es   a 7 a   wa s  aale  he
beg  g. Als  s age g e e aeas l
e Sahe  B a   Pa

be.

xPage
.‘Situation Analysis
a.‘ The P8
.‘ Taa S
y la hes sel as a DT se es eq g a Dsh A se  b
a  ew
aess a e ele s . Lae aa  l
e C  y sh
 e e bl g wee la he. Ree ly Taa S
y Pls wh Pes al
Ve Re g eh lgy has bee la he. Laes e a s ae he
D ha els  Ds ey a  GC.
.‘ E jy  e 190 Cha els a  se es  DVD qaly e a  CD
qaly s .
.‘ Vas a
ages ae  e  he s e  hse  . These
 le:
1.‘ Se  a
(67 ha els
2.‘ Se Vale a
(102 ha els
3.‘ Se Sa e a
(127 ha els
4.‘ Sh Sae a
(76 ha els
5.‘ Sh Vale a
(99 ha els
6.‘ Sh Sa e a
(110 ha els
7.‘ Sh J b a
(143 ha els

8. h:www.aas
y. 

ÔPage
 .‘ Vas se es  e by TATA S
y  le:
1.‘ A e E glsh: E ha e y E glsh  esa s
lls.
2.‘ A e Mall: Sa e  e a   ey sh  y TV !
3.‘ A e Shwase: Y  ae lle a h e
4.‘ A e C
 g: Ge y a e ees whe y wa 
5.‘ A e Ses: E jy y sy b
 ele s
6.‘ A e Sa ews: G ely  y a e ews se
7.‘ A e WKs: Ma
e y hl a ge s
8.‘ A e Lea  g: Ta
e Daly qes  e g Mah GK a 
se e  y Tele s .
9.‘ A e Ga es:  ea e ga es  all ages
10.‘A e Dasha : Ge 247 asha  he llw g e les: Sh
Sa Baba M bas ShV aya
 SKCO a  Kash
Vshwa ah.
11.‘Zees ewas: Ea hgh   TV
.‘ Pae al C l
.‘ Seah a  Sa Ba e: F   whas aly g  he ha els
wh ha g g he ha el y ae wah g
.‘ Ge ( l g   Dslay wh 4 ay ls g  all ga s wh
e  e aly
.‘ Cs e Se e 24  7 hel. S  11 la gages.
b.‘ C es:
.‘ Dsh TV: Ma
e leae a  gs  ae layes
.‘ S De: Pe wa S g Ba  eqy  sh.
.‘ Ael: Pese e  a s g el  ase
 .‘ Bg TV: S g ba   age a  se el  ase
.‘ Ve DT:  g  s se gh  ele s a  a g a 
sb . C a y wa s   egae se  b wh ele s .
.‘ Dasha : a al ese e (90% eah ee se e.
.‘ Lal able eas:  a
e  lse  20 yeas a  ha e hgh
a
e e ea .

ÀPage
SWO ANALYSIS Oñ AA SKY
Strengths:

ڑ Ably  se he ba  TATA  ba   ag g.


ڑ Se qaly hawae a  ah ey se (ewss DT a S
y.
ڑ gh e a  s  qaly a  se s e se e  e.
ڑ Ably   e se e e e  g we s hgh ge eas as se 
a al able l es.
ڑ Aga s he e al g ³O e se  all saegy. Cs se se es  e ey
s e.
ڑ A esablshe laye  he a
e hels  he sbly  he .
ڑ  as   he al a
e hgh eal g a e es w
 g wh Gej Ahaa
TC's e hal Taa Che als a  Ralls  a es.

Weakness:

ڑ s  ey  a ally healhy.


ڑ gh ea g ee ses he e bea
e e   see s a a y.
ڑ ghe se e hages a   salla hages  ae  able T.V  he DT
 es.
ڑ S all sb ew
l e  he ba ; hassle by sb sses.

Opportunities:

ڑ The shae  he walle   a s ha e bee  eas gly   g was ea
a  e ea e (see llsa as a  slae   whh TATA SKY a
ey aly l l.
ڑ ghe ssable   e wh he  a la .
ڑ Ral a
e has hge e al.
ڑ Gw g e a   s se ele s ewesh.
ڑ DTV se es  e a  y wh he C  wealh Ga es a  Wl
C a  he  e.
ڑ  le e a  CAS has  ease he ee  DT se es l
e TATA SKY.

hreats:

ڑ O l e l e sea  g ± O es se se es a  a h lwe ss (e e ely
al s ee.

c Page
ڑ Esablshe  es l
e Dsh TV wh ae ajy a
e shae hles.
ڑ Ta al able TV has   e se es whh ea   he  s e shae 
DT.
ڑ gh ee e e    al ha els e a  e ees he baga  g
we a  a
 g TATA SKY  e  eqe  e ha ges e  a ws g
as.
ڑ PTV  es se eh lgy   le e e.

9
Shift in spending patterns

We a see a e al a


e  ease as  ae by he  ease  he se  g  he
 a hsehl  he ea a  eea seg e . Taa S
y has eal  y 
a hs gw g a
e.

.‘ A alyss  De T  e Ma


e   a

i.‘ resent market situation

S e he la h  he CAS Ma ae  2007 he DT  sy has gw
 a aly 1 ll  2006  22 ll hsehls a ese . Ths
DT ewesh  s lse  20%  he al ele s ae e 
 a. Ths ass e  ease s e  s e ssas a wh es g
able eas ass  a. Abay a  eases eqe  lss 
se es  ese  s e se es a  sele e baas wee he
aj ase  ssas a .

9
MK sey Glbal  se

cc  P a g e
Th oppor  wa aken up he DTH erv e prov er In 2005 Dh TV
wa he onl plaer n he marke The were followed b Sun Drec n
2007 Along wh TATA Sk Relance wh Bg TV, Bhar wh Dgal
TV and Vdeocon have alo joned n he race o grab he eeball of he
ncreangl demandng Indan TV Vewerhp Among he lae comer
TATA Sk ganed he maxmum number of ubcrber


  ii i    i  i 

9   
 
× 
A
 ×

A 
 

  



10

The pecacular growh n vewerhp eem logcal wh ncreang dpoable


ncome n urban Inda, bu he real growh ha come from he rural marke
70% of DTH connecon n Inda are from rural and mall own (populaon
of 1 mllon or le accordng o a repor b a markeng reearch frm
(Franc Kano 
The growh n dgal egmen n rural area were 34%, 49% and 64% n he
pa hree ear (ource: - TAM Annual Unvere Updae ±2010) The DTH
plaform gve he rural cuomer o overcome he problem of frequen power
cu Wh he help of generaor nveror he have conan acce o her
favoure program, whch wa no poble wh he exng cable elevon
nework

ii ‘ 6 i
l
There  an mmene poenal for he DTH ndur n Inda And n a
lngucall dvere counr lke Inda, he poenal  manfold For ever
channel here  a cope o broadca he ame n man regonal language
Preenl TATA Sk broadca  neracve ³Acve Sore feaure n

10 hp:wwwpluggdndh-ndur-n-nda-anal-297

c  P a g e
s  ee  la gages ‘ E glsh   Ta l Telg Be gal a 
Maah.

iii.‘ Stage in roduct Life Œycle

The  a DT  sy s sll  s ealy yeas. Thgh hee s hge
 e  gab he sbs s s e hee ae esse ally hee aj
layes wh  l hee h  he a
e.

Number of subscribers availing of × Services

11

The al  be  hsehls w  g a Tele s   a s es ae


lse  135 ll . Ths eese s a 54% e ea  Tele s 
 a hsehls. A  g he hsehls whh   sbsbe  DT
 aes  e  eg al baases Cable TV Oeas a 
he TV Sg al  es.

Tù he DT  sy s eee  gw a a C   A al Gwh


Rae (CAGR  lse  24% .The e  DT  sy wll lagely
ee     a e a
e g as ae by he DT layes.

iv.‘ rofits

F he ew e a s  he DT  sy TATA S


y has shw he ases gwh ae.

11 h:www.sb. 26464799MRP DT  sy   a De   e Se e

cA  P a g e

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12 hp:wwwcrbdcomdoc494250Taa-Sk-Markeng-Plan

13 hp:wwwcrbdcomdoc494250Taa-Sk-Markeng-Plan

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 14

14 h:www.sb. 8494250Taa S
y Ma
e g Pla

c  P a g e
.‘ Caegy Fas

The aegy as  le  g he a


e   s  TATA SKY a be s ly
esbe by he Pes F e Fes Mel A alyss:

ڑ hreats of new entrants: The heas  ew e a s a be a alyse  he


ese e  he llw g:
‘ roper distribution network: A DT sbsbe  e  be sess l
ees a e sb ew
 l
e hse  Ael Dgal TV  TATA
SKY. Sh a sb ew
a
es  e  ae s a  eae hea
 a ew e a  s low.
‘ License and regulation issues: TRA eglaes he layes  he DT
 sy a  he e e y   he se s hghly  e. Beses he
 g C s e Pe se Eq e  (CPE l
e he se  bes a  he
s  g  a s es s ae e. e e hs  a
es he hea 
ew e a s low.
‘ îstablished players: The ese e  esablshe layes  he a
e l
e
TATA SKY Ael Dgal TV e eaes hgh e y baes  ew
e a s.

ڑ argaining power of buyers: The ese e  se e esablshe ba s  he


a
e  he   Ael Dgal TV Bg TV Dsh TV S De e  es
he  s es wh a l   s. e e  e  he se leas  hee
be g a hgh baga  g we  he byes. S   ee a ahe es a l
  a e.
Beses he swh g s  ses   e sbsbe  a he s  ey hgh as
  les  ly a ha ge  a sbs . DT layes ha e bee y g  ee
hs by e s g ha he se  bes ae ba
wa  able.

ڑ argaining power of suppliers: The DT sles l


e TATA SKY ee  
hee aj yes  sles ± CPE (Cs e Pe se Eq e  l
e se 
bes a s es a   e . As hee s a sse  ba
wa  ably 
se  bes hs he se es ae a he ey  he se  b sles. The
a s es ae sle by SRO a  he abse e  e egla  he  g
 ba whs; he layes ae a he ey  he sles.

ڑ ressure from substitutes: The hea  he DT se s hee l:
‘ P TV: They  e a la e   he bye as hey  e wh ee
se  bes a   se D qaly es. Beses hey als ha e he
ae a a age   e g  e e se es al g wh he ele s
se es.
‘ Ta al eesal able TV: The a
e e ea  DT layes ha e
sll bee slw bease ele ha e bee shw g a l   ea whle

c‰  P a g e
 l e wh he swh. Thee s sll a hge   he ele wh se
he a al able TV se es.
‘    CAS by he g e e : The    CAS by he
g e e  s a e a   g he  al able eas wh he ably
  e he ha els sbsbes wa   ew ± he ably whh was he
USP  he DT layes.

h:www.sb. 8494250Taa S
y Ma
e g Pla

ڑ Œategory Œapacity: Caegy aay e es  he  eall gwh aably  he
 sy a  he se as a whle. The gh egla  he g e e  ea e 
ega g he  lsy sage  SAT saelles beha es as a es e e
wh ese  e a . Beses he  be  a
es  K ba  he a s es
se  he DT se e  sy s a lw gh w. we e  s ease ha 
he ea e he  be wll  ease. Wh ese  hs hee shl be
 a es  behal  TATA SKY  e  hel he  s es  e e he
 ea a  j he DT e l   bes.

cx  P a g e
e.‘ E  e al Fas

The ee al a
e e  e al   s  whh TATA S
y eaes a be esbe
 e he llw g heas.

ڑ Plal
ڑ E  
ڑ Sal
ڑ Teh lgal
These ae  he  ly heas  e whh all he as a be aege.  ase  a
hghly eglae  sy whee he as sh as FD a  E yE   s ae
e  e a seaae hea  Legal s als  see.

The ab e  b a  a aeges s


w as îS  eaa ge as Sî. Wh
a  he heas as Legal a  învironment  s als
w îSîL.

We shall lsely l


a eah  he as ha  le e TATA S
y as well as he DT
 sy as a whle.

i.‘ OLIIŒAL

ڑ POLTCAL OPPOSTO

 ealy 1997 Sa TV was se  la h s DT Se e  a S
y
Baas g (ISky. B he Ce al G e e  ba e he K
Ba  eq e s ha wee  be se  he DT se e. E e ally
e  lal es s he la h was sse e.

F ally a e l g elbea s  2000 egla  DT se es


wee  lae. B hs es  ea ha he se e  es ae
 e  wh he ese  sa . Thee ae  g g sss s 
 ease he FD l   he ese  49 % a  20%  Baas g
a  Cable  a es  he se 74%.

The  la s  he  ease  FD l s ae a  l.  ease 


a alably   s wl hel he DT se e  es  eah
 able ea s. Qaly   ase a  S
ll wl
 ease.

cÔ  P a g e
ڑ COTET REGULATO

The ga es be g baase ae eglae by he   a


a  Baas g M sy. As he se e  e hey als  e
 e he  ew. Als he DT se e  es ae  allwe 
bea els e  e . The sa e se  ha els ea s ha hee s
  ee a  he  e  a  he se es ae he  ly h gs
ha  e.

ڑ COALTO GOVERMETS

The e   a se a s ha  e  Cal Pls. The


G e e  a he e e s a   eg al a  a  e  w aj
a al aes. Cal als ea s ha he sably s sse  he
   eess  he al . Eah G e e   es wh s
w se  les a  egla s. Ths  sably  egla s Ta
laws eae a  a able sa  bs ess.

ڑ POLTCAL COECTO

Ms  he s DT layes   a ha e  e s wh ele 


he e ehel s  lal les. S e e e ha e hl gs
hgh ela es. Ths s e es g es a  a a a age a  a hgh
e y bae  ew layes.

îŒONOMIŒ

Fas sh as  la  Gwh Rae Ba


 g  ees Rae Feg Eha ge Rae
Bge allwa es ha e a  la e e e  he DT layes.

ڑ MPACT OF ECOOMC POLCES

As s  he eq e   he se sh as he Se T Bes
(STB ae  e. Eha ge aes hee e lay a bg le hee.

 la  e aes he a     ey le  wh he s e 


se   s eh g as  esse al as DT.   es  hgh
 la  he  sy wll eee e less  be  ew sbsbes.

Wh hgh GDP aes a  FD allwa es he  sy wll be a ee
s ely.

  y  STBs was e  e  Bge 2008 09. Sh lbeal


es s wll hel he  sy  gw aly.

cÀ  P a g e
ڑ GER DSPOSABLE COME

Wh  ease  he se ay se  g  he e e gw g  a


Mle Class hee ae e e a s  he se e  es. The
ease  swh g always
ees he  es  he es 
ee he
base  a.

SOŒIAL

Fas sh as Sal a  Clal asa s by g a   s  beha  a e he
bs ess  DT layes a  ae aege as Sal.

ڑ ASPRATOS

The gw g le lass a  he asa s  eah he e sal
saa  e s    e a  sas ae be  g ey  a . Ths
a be see by s e  he seal se es  e by he layes.
TATA S
y ee ly a e  wh a se e alle A e E glsh
whh aes  he aegy whh eage  lea E glsh. Als he
easy a alably  a le  l esyle   s  baase ha el
g es he easy aess.

ڑ VERACULAR s ATOAL CAELS

The  be  ha els be g baas   a s 423  l g


E glsh a   . The al DT s e s he bg  s e 
hese eg al ha els.

ڑ PEER PRESSURE

As DT s slwly a s   g  a ly  eessy s abse e


s be  g e a  e  ss. D e by he ee 
a a a sa  g a a  he la be e DT  s es.

^ Page
îŒNOLO6IŒAL

ڑ BADWDT RESTRCTED USAGE

A g  SRO he  e  saelle se es  he DT
 sy he  sy s was g se  he K Ba  a  ha e
a es l g  eses. Wh he  ease  he  be 
ha els he DT layes ha e bee as
 g  e a  e
ba wh. S e layes ha e  ee  MPEG 4  MPEG 2
b he s assae ess he layes   g he sa e.

ڑ ADVACEMETS

T  ee ae he se e a  eae e ale  he s es
he layes ae ba
 g  sble eh lgal a a e e s.
Se es l
e Mble a   e e Pga Re g s a ae  
 ege s e eee es. TATA S
y SU De ha e
la he gh De   (D baas ha el a  hes ae
eee  llw s . Ve ha e  e DVD layes a 
TVs wh  egae DT STBs.

Lî6AL

The legal eqe e s  ge  he DT  sy ha e bee  lae s e 2000. As a whle
hee has  bee  h slease  he le  TRA as he egla  he DT
 sy. B he l g gesa e eee e by all layes  eah   has ase
se eal es  se  e e  a .

ڑ CAELS O A LA CARTE BASS

A g  a ee  e  TRA DT sbsbes wll ha e he


ha e  
a ls  ha els as hey wsh b ay  ly 150
   . The DT eas ha e es ae ha hs wll  ease
he ea  gs.

^c  P a g e
ڑ TAXATO SSUES

Ta be s ae a la aea   la s. Wh a  la e


aa   e 40%  s  e  he s hea ly ae ses  he
 y.

ڑ Le se Ta ± 10%  Gss Re e e


ڑ Se e Ta ± 12.36%  sbs a  e al   e  STBs
ڑ VAT ± 12.5%  s  STB  he  s e
ڑ E ea e  Ta ± 10 12% ( aes  Saes

Delbea s ae  g g  e g he Le se Ta  6%. A


   Gs a  Se es Ta (GST  Al 2011 wl
s ewha lesse he be .

ڑ LEVEL PLAYG FELD

The ase  he DT  sy   a s a ae by he DT


Assa   a (DOA. Ree ly TRA l Baases ha
hey a hage DT se e  es  ly 35%  he ee ha hey
hage egla Cable TV eas. Als

^^  P a g e
Œ.‘Œompany and Œompetitor Analysis
a.‘ P Feae Ma15


 ‘  ‘    

   ‘


     ‘ ‘
 ‘ 


‘  5 4 4.5 4 5

 ‘
‘ 5 4 4 3.5 4


 ‘ 5 4.5 4.5 5 2.5

b.‘ Saeges

The e  DT layes ae y g  w he a


e shae by
e ly g ae saeges ha lay  he se ghs. Taa S
y s
se e  ale ae se es l
e a e sees  ha els.
Thgh hs  la s  e el a eae a  lyal s e base
whh a be ele  eah s BEP (bea
e e   a he
eales. Ve DT s aa g s s es hgh she es
sh as a  egae TV a  se  b. Ael a  Rela e ae
ba
 g  he esablshe  ase   e he se es.
Ths g es he a  y  sa e  ss  e  g he
esablsh e  a  sbseqe  e el e . Ohes l
e S De
ha e laye s as  he eg al se  e s  he bl. Wh s
aa e a
 g  he Sh  a ha els  has swe he e e
she eg . Ohes ae es g  e e was as a
ea s   e he se es a  ga a s g hl  he
e  a
e shae.

15. h:hbages. hbTaa S


y Dsh TV Ael DT Rela e Bg TV DT C as 

^A  P a g e
.‘ Ma
e g M

1.‘ P g
S e layes ae s g e  aa s es whle
hes ae ely g  ale se es. C as  hs
bass s  l as  aes  wha a
ages he DT
 e g es. B  a whle Taa S
y s ee e  be
ee s e a  S De  be heaes.

2.‘ P 


Ms  he DT  es ha e ba
e  he Bllyw
X a   e he sel es.

TATA S
y

^ÿ  P a g e
Ael DT

Ve DT

Aa  hese he als y  a


e a a age  he s
e y a l
e s. T e a  aga seal  es ae
a  e be e s g e e s l
e FFA Wl C
C  wealh Ga es Delh a  ay be  he 2011 CC
Wl C. Taa S
y la s  la h s D a
age 
ss al g wh  e  hese e e s. These  es
 e a g la h la   he  es 


sa he ea s.

^  P a g e
3.‘ Pla g
The bes ea les  la g a be see  S De.
They ha e  e ae  Sh  a a  ha e e eae
he a
e by he hea a  aa e a
ages eseally
 he eg al (sh  a  ha els. The es ha e a
a  a ese e whee hey ae  able   e  he
lal ele as well as S De has bee able   
sh  a. S he  es  e ae  s e
sas a as a whle  lae he .

4.‘ P
The se    ee a s  h  sh a
a
e. The a e sales se e s  e aea whee he layes
a h   le he s es. Als h ee s 
he ale ae eae a  se es ha ses y 
 ee   hes. Sh as l e e g a e sees
 Taa S
y.

.‘ P s


The DT se s ela ely a ew el a   eqes hgh aal
 es e . The gesa e s als hgh.  a
es ab 5 6
yeas a  ab 6 ll s es be e  s beg  shw
  he bala e shees. Ms  he  a es ae   g 
lsses. O ly Dsh TV a  Taa S
y wll be s g  s s .

C s e aqs ss l ay bewee Rs 1700 a  Rs


8000 e sbsbe 15. The  sy a eage s e l
e Rs 2400
4000 e sbsbe. The bgges a  hs s s he se  b
(STB. e e he s s  hw  ea s es s ha he
BEP s eahe s .

e.‘ Vale ha


The ale ha  hs se e a be  e  seg e s l
e
Teh lgy  e   e el ey (s e se e e
a  s sales se es.

 he eh lgy a Taa S


y was he 1s  e  la h he
 e  e g l e TV   a. A e whh es llwe
s. w  has als l e  he la h  D se es (GC a 
Ds ey. These  a es lay a al le  e el g a
s e eel g ab he  a y a  gs he s es a  he
 a y l ha e a g s e base.

15
DT  sy: A gl se   s a las! Va a Khl Kha e
a  ew Delh  e be 9 2009

^‰  P a g e
O he  e    he DT layes   ha e a y aables 
lay wh as  s ae by he ha el  es a  he a
e
e ee es. The  e  e ee es  e  lae  lae a 
he e  has  ae  a ea laes.

O he el ey   all layes ae eqally s g wh el ey
 se wh 24 hs. S a y e lagg g  hs be h a
has
 ay hea ly.

.‘ D ee al A a age  eah  a y

a.‘ Ably  esg ew s:


As ssse eale  hs el he  e el e  s 
h a  e ee s  ale ae eae Taa s
y s he
leae as  w whe   es  ale ae se es.

b.‘ Ably  el e he se e:


All he layes ae  a eqal  g wh  l e ales be g
 e by all.

.‘ Ably  a
e:
Ma
e g e s sally hgh ele  shw s
eales  s  he DT  a es. Ma
e g s als base
 he agee seg e  l
e eg al a
es  a  a
ese e e.g. S De Vs he Res.

.‘ Ably   a e:


Ths basally ee s  hw he ba   ewe by he bl 
 has  se s  ey  he ele.  ase  Taa S
y. The
ba   Taa g es  hge ebly a   als has he ba
 g 
he SKY g   a es. F  es l
e Bg TV a  Ael
DT he ae   a y (ela e bha sel a a
e ae 
he  a es.

e.‘ Ably  a age:


The a ha a y  he DT layes ha e a hge ae 
 a y wh yeas  eee e beh  he g es he a ege
 a age he a es ey well.

^x  P a g e
g.‘ Eee e saeges
Wh he DT a
e se  ble by 2012 all he layes wll be
l
 g   slae he s a  wl l
e  see he
 s g gee  e. F hs  e
ey aea wll be he
s e ee  la s a  ew ale ae se es be g
 e. Pe was ay als be a way  w he a
e shae.
Playes l als l
 ea  he hl  al aeas a 
e e aeas   a  ea  he a
e.

^Ô  P a g e
×.‘Œustomer Analysis

a.‘ Seg e a Saegy


Ma
ees ha e ge eally bee   g  se  g lage ass
a
es  se a s  s alle seg e s wh s e
a
e g ga s. The he     he a
ees a Taa S
y
 he seg e a wee:

ڑ Mass Ma
e
ڑ Ma
e Seg e 
ڑ Ma
e hes
ڑ   als

Taa S
y has g e   he a
e seg e s aegy as  es 
wa   be ewe as a e eyay .

The ge eal ess se  he seg e a  he a


e as
se by he a
e g ea  Taa S
y ae:

1.‘ De gah Fas:


The DT  sy   a has bee    be a ably
 l e was he le age w
 g lass   als (DK
a  DOK a les. The e g  ha  es al g wh
he DT  es see s  be ageeable wh he l esyle  he
w
 g lass.

2.‘ Gegah Fas:


The ba a  al a
es ha e  be eae seaaely bease 
he le el  ssable   e. DT  sy has a s    
he al a
e.

3.‘ L esyle:
The s es shl be  le base  he ye  l esyle hey
lea. Taa S
y a be seg e e as a l esyle  whee 
be es a sy bl  a h  g l esyle.

Beses he bas ess seg e a l als ha e bee  e


 he bass  he s es beha   ela sh wh he
.

^À  P a g e
ڑ enefit based segmentation: Pe  a e  Vesaly  Pe
ڑ {ser status: Use s.  se
ڑ  usage rate: Lgh  e  hea y se

b.‘ C s e Beha 

Resls  a s ey shw g wha  s es  se as he s ee   g as  he
assess e   he DT layes  e he yeas.

The as as ae:

ڑ Œustomer Service: The le el  s e  ea a  he ease  sage  he


DT se e as as a  a  a   s es ew g hs  as
easble.
ڑ rogram Œhoices: A alably  la  e  a  ga s hels w
 s es. Als he ably   l a aey  ga s a be se  w he
 s es.
ڑ Meception: DT se es sally ge se e   le e  weahe a   g
he a s. C s es ge   by sh  e e  se e. Als he qaly 
e  e s a a.
ڑ echnical support: Teh al s eqe  he se es  le he se 
bes  sle a  saelle sh eq e  eqe. Wh   e es s  he
   g  ba
wa  ably  he eheals be es a eas 
he  s e  g a ably  Taa S
y.

A Page
ڑ rice: The  s es  he seg e  agee ae be  g  eas gly e 
se s e as hey wa  qaly  a  hee e hass s  e  a e ha
e. we e  he al a
e e sll e a s a e w e.

.‘ Tage g

Taa S
y wa s  g   ale base age g  e   ease s  
bey  he Te  es a  als s ha  s able  bea
e e q
ly.‘

alue for money from the working class:

Taa S
y wa s  age he DK a  he DOK aeges  he ba se
bease  wa s  aqe µ ale s es s as   ease he ARPU (A eage
Re e e e Use. These w
 g lass a les als ss he TV ga s a 
hs he e g eae a  he layba
eae  Taa S
y a be a hge
aa g a  he . Ths ye  age g hae s a ly  he ba se.

ñirst time users vs. user

C s es a als be agee base  hse ele wh a be  ee  he


sage  able TV a  wa   be able  ae he  e  hey wa   ew. These
ele a be we wh he  se  geae  l  e ewesh a   e 
a age e   he ga s ewe.

Es g ses a be aegse   hse wh wa   g   ssa e


ela shs a  hse wh wa   µae   ewe es s  Taa S
y l
e
DTV a  Taa S
y+.

TV ewesh   a s lwe ha he glbal le els. S  e a   e a 


e g aly a be  e as ele sally   se  hs     he
TV. e e hey wl wa  bee  l  e he  e  hey ew.

Ac  P a g e
16

.‘ Ps  g
Ps  g  DT se es hae s
ee g    he   l  he
ba . The  s a ly ese e as a l esyle  a  s e as a
³Ea e  a
age.

The  has als bee a


 g  as   he al a
e whee  has bee
   g s ese e. The  s a ly s e  he le lass s as 
als ha e e s  he s e a  a e s e eqy.

16
h: a ea. les.wess. 200907 e se  ew g  .jg%3Fw%3D408%26h%3D302

A^  P a g e
The ha el a es  Taa S
y als hel  e s  g  he  a 
a  he  e e e  eah g he   he  s es.

AA  P a g e
î.‘Assumptions in lanning rocess

a.‘ Ma
e Pe al
ڑ  a wll be e he lages DT a
e  he wl by 2012  ea
 g he
U e Saes a  bas  45 ll DT sbsbes by 2014
ڑ Ral TV a
e   ease by 3 4 ll e ey yea

b.‘ Feas Ass  s


ڑ M hly ARPUs  DT layes wll l b  Rs 220 by 2014
ڑ Playes  he DT  sy wll  e    g saegy was ale a
saegy
ڑ G e e  egla  ea s  he eg  es wll be elae
ڑ A  KU ba s by he g e e  e   ease  e a 
ڑ VAS ( ale ae se es DTV (hgh e   ele s  wll  e a bs
as well as he  a   sell g  ew es

Aÿ  P a g e
ñ.‘Strategy
a.‘ Ce Saegy
O saegy  Taa s
y s  he l e  ble h es. Mble h e sae as a bas
  a e e. De   ease   e  a g he a
e shae he
se e  es ese  e wa. Ths ely a ee he   ag s. 
e  ae a
e shae Playes sae  ee a g he s wh ae
eaes l
e SMS M3 laye Ble Th e. S laly  Taa s
y we ae la  g 
g bey  he s e e a  a    g he wh ae eaes.

These  s ae ssse belw

b.‘ Cs e Tages


Taa s
y has gea e al  e e g ew a
es l
e

a‘ Ral Ma


es
Ral ele s a
e s  eas g by 3 4 ll e yea. O ly 2 3 % al a
e
has aess  able ew
.

b E e g eghb g  es  e le se les  hse  es ae
 able.

 E e g a el aea a


e by llaba g wh l g sa e bses e.

 Te  wh hels a  esaa s  es hge bs ess  y  Taa S
y.

.‘ PSe e Feaes

ڑ C  sh  lle las  a sey ha  g lle ele s ses.


ڑ  ea e se es base  s
a
es.
ڑ  ea e e ga es  l g l laye ga es (wh  sle.
ڑ  ea e Ral a
e se es whh wll g e egla aes ab es 
 ee   es  a es.
ڑ Use  eg al la gages  he ge a el   ese s es.
ڑ E ha e  ably wh gal eq e s l
e las  aly se.
ڑ Ee s e se  Ra ee as  e  s se es.
ڑ    ee ha el  lay g   e a  s gs.
ڑ Taa S
y a a as a  ege e  e b l g se es sh as a e a 
 e e.

Ways    e qaly se es

A  P a g e
Teh al glhes ase e  a a  be lly esl e. B hey a be ee
by s g wae  a g  he a e a a  als  eas g a s ss we.

Whle  eas g s e base s  a   gwh  he  a y Rea  g


s e shl be  aa    a e  Taa s
y.

Pe s e ge a es eessal eha s shl be ae a  sses shl be
esl e a he eales.

alue roposition

roduct ositioning

We ae  s  g   as eely a e ha el  e. We ae l
 g a
 b  g as se es as e  e belw

ڑ Weahe Uaes
ڑ Ea esls
ڑ S
a
es aes.
ڑ Pes  as  es.
ڑ C e se se  as  e e ea s.

A‰  P a g e
6‘

 i i
i 



‘ 

 i i
i 


17

A he mo bac level, Inegraed Markeng Communcaon, or IMC,


mean negrang all he relevan promoonal ool, o a o appear o be n
harmon o he conumer

Taa Sk  rng o acheve b reachng ou o her conumer acro varou
medum Apar from newpaper prn and elevon ad, he are alo
venurng acro man ocal neworkng e

In December 10, 2009, he home page of MSN Inda carred a Taa Sk banner
ad, whch wa negraed wh Twer I wer page  a peronfcaon of
 popular ³Acve´ ervce

I alo ha a preence n he popular neworkng e Facebook An nereng


hng abou h page  ha   creaed and mananed b he fan,   no an

17


 i i
i  ! 
  ii
 
ii 
½ ½  
    
     
     
    
 ! 

A Page
 al  e. ee lays a  y  he . SU aleay has a  al
ese e; Taa S
y l elae s we ee e   Faeb
as well.

18
Ba e  MS  a

19
Twe age  he ³A ee

18
h:www.a aqs.  easy.h l?s25760
19
h:we. a e

AÔ  P a g e
20
Faeb
age eae by a s

b.‘ ricing Strategy

Wh l ea  he DT a


e a  he  es g  g  ae he
a
e all he DT layes ha e ese   g es  es g  e gs as
well as ew  e gs as D se es.  has ee ly la he s D se es a a
ey aggess e e  Rs 259921. C ae  hes (SU Rs 9990 Rela e Rs
7490 a  Dsh TV 5999  s he heaes a  s eee  g e se  a he
e wa. B  s als eee  ae a l   al a
e bease  he
heae s  g.

Aa  aggess e  g s e he  s ha Taa S


y a  se ae:

ڑ Sa g Ps Pa se es whee he s e ges a bll a he e   he
slae bll e  sea  ay g  whe he bala e  s . Ths wll
e se ha he s e es  s hs ew g eee e e e  s e
 e.
ڑ O e ewa  e eals  s es wh b g  hes  sbsbe .
ڑ Sa seal a
ages  he sa e l e as he ele se e  es
ee  g  seal hlays  es als.

c.‘ Œhannel Strategy

Us g lal ale :

A ese  TATA S
y a be sbsbe  esg ae shw s a  eales.
The lal Cable TV eas ae see as a hea  he DT  sy.  hese
eas a be bgh  e l he he es g sb ha el a be
20
h:www. aeb
. agesTaa S
y109676475716872
21
h:www.heh bs essl e. 20100615ses2010061551112000.h

AÀ  P a g e
ese. As hese ele wll be well
w  he laly a l  a les wll be
easy  es  able  Taa S
y. The sbs a be esae wh
a able e s  be e Taa S
y e lyees.

Us g al se:

 llages he llage sel g e e  se s hghly esee. The llage


a  sas a be  le e  eee e a  he a ae he s es 
Taa s
y  he llages.

d.‘ Œustomer Management Strategy

Wh he  be  hes  eas g aly a  he ease  ha g g  a he DT
se e  e als  eas g s s  eas g e a  e  Cs e
lyaly a  ee  . The se  Cs e Rela sh Ma age e  (CRM as a
saegy   g a  a ag g a  a ys  ea s wh s es s
  g  he e  .

Taa S
y has selee Sebel leaes  CRM s wae  s he ea s
ass he aeas  all e es a  el se e eas s e e
a age e  a    ga .22

22
h:www.aas
y. ae  .h l

ÿ Page
.‘Meferences
1. h:www.aas
y. ae  .h l

4. h:e .w
ea.gw
Taa_S
y

5. Ale  ews Ce e 10h Mah 2010

6. Ees   e ew wh M. V


a Meha (Che Ma
e g O e Taa S
y blshe
 Bs ess L e 7h Ja ay 20107.

7. h:bs ess.e . e2010a06aa s


y saegy  aa e s es.h

8. h:www.aas
y. 
9
MK sey Glbal  se

10 h:www.lgg. h  sy   a a alyss 297

11 h:www.sb. 26464799MRP DT  sy   a De   e Se e

12 h:www.sb. 8494250Taa S
y Ma
e g Pla

13 h:www.sb. 8494250Taa S
y Ma
e g Pla

14 h:www.sb. 8494250Taa S
y Ma
e g Pla

15. h:hbages. hbTaa S


y Dsh TV Ael DT Rela e Bg TV DT C as 

15 DT  sy: A gl se   s a las! Va a Khl Kha e
a  ew Delh  e be 9

2009

16 h: a ea. les.wess. 200907 e se  ew g


 .jg%3Fw%3D408%26h%3D302

17 Integrated Marketing Œommunications IMŒ art III: Acquiring and Metaining Œustomers

½  ½  
                  


 

18 h:www.a aqs.  easy.h l?s25760

19h:we. a e

ÿc  P a g e
20 h:www. aeb
. agesTaa S
y109676475716872

21 h:www.heh bs essl e. 20100615ses2010061551112000.h

21 h:www.aas
y. ae  .h l

ÿ^  P a g e

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