Marketing

Management

Alok & Amit (CHITKARA BUSINESS SCHOOL)

Tata Sky
 Incorporated in 2004,
Tata Sky is a JV
between the TATA
Group and STAR.

 Tata Sky DTH

endeavors to offer
Indian viewers a world-
class television viewing
experience through its
satellite television
service.
Market Segmentation
 Focused on family
segment- “Ghar me Tata
Sky aayega to acche
Samskaar bhi aayenge”
 Providing value for
money for customers
who were either at the
top or the middle of the
pyramid
 Strive to acquire
quality customers.
Source:http://broadbandforum.in/tata-sky-
dth/47474-tata-sky-focus-differentiated-product-
offerings/
Product Positioning
Statement
Our product tata sky is on top
of the food chain among all
competitors as "isko laga
dala to life jhinga lala“
Reliance BIG TV

Experience
spectacular
entertainment,
blockbuster
movies, up-to-the-
minute news, and
your favourite
programs at the
click of a button.
Market Segmentation
 Offer multiple price points
and packaging BIG offers
to suit needs of all
customer segments.

 AN ENTIRE family can

view the film on BIG TV at
a nominal price of Rs 100
as opposed to the Rs
1000 they would have to
pay at a multiplex. BIG TV
consumers will have
access to the film from the
time they subscribe
through till midnight and
can watch every show
telecast till mid-night.
Product Positioning
Statement
Our product Big TV is the best among
all competitors as it give customers
end to end entertainment fiesta.
Dish TV
 Digital Picture
Quality
 Stereophonic Sound
 Geographic Mobility
 Uninterrupted
Viewing
 Capacity up to 400
Channels
Market Segmentation
 “We believe the time is ripe for
market segmentation and we are
working on cheaper set-top boxes
for Doordarshan homes,"-
Jawahar Goel, managing director,
Dish TV.

 "This STB will target consumers

who are traveling long distance or
driving in the city but want to keep
in touch with a sporting event or
news. The smallerset top boxes
will have limited channel capacity
but will ensure smooth signal."-
Salil Kapoor, chief operating
officer, Dish TV
Product Positioning
Statement
 Our product Dish TV is providing
"Sabse Zyaada Entertainment" among
all competitiors as it is a One Stop
Shop for Customers entire
entertainment needs”.
Airtel Digital TV
 Experience the magic of
digital entertainment with
the Universal remote,
Superior MPEG4 DVB
S2 Picture& Sound,
Unique Interactive
services and much more
only on Airtel digital TV
Market Segmentation
 A mass play
 Depending on the
package he opts for,
he’ll get access to
various application like
iAstro, iCity.
 Source:
http://www.dishtv.in/why-dishtv.aspx

http://broadbandforum.in/zee-dish-tv-
dth/43837-dishtv-launch-low-
cost-set-top-boxes/
Product Positioning
Statement
 Our product Airtel’s DTH service
brings to its user highest level of
quality among all competitors by
using cutting edge technology and
state of the art infrastructure.
TELECOM SECTOR

AMIT
1. For GSM mobile users.
2. Fulfill the needs of post-paid & pre-paid subscribers.
3. Difference in call rates during day & night time.
4. Known for Network connectivity & clarity in voice.
5. Users can send e-mail through mobile.
6. Also provide Data card services.

AMIT
 SEGMENTATION

1. Different plans for Corporate & Government people

2. Plans for Pre-paid & Post-paid subscribers

3. Data card users

AMIT
POSITIONING

Our product/plan is for all

the users and will be
encouraging you to use
because of its attractive
plans, empowering the
customers to choose any
plan whenever and
wherever he wants.

AMIT
1. Pre-paid & Post-paid services for telecom users.
2. Plans for GSM mobile and land-line users.
3. Internet services for both mobile and land-line users.
4. Network connectivity & clarity in voice.
5. Different plans for rural market.

AMIT
 SEGMENTATION

1. Freedom Plan – 1 p/sec plan.

2. Plans for rural & urban segments.

3. Targeting business people.

4. Exclusivity in Government sector.

AMIT
POSITIONING

Our product/plan is for

everyone, as the leader
in the telecom industry of
the country, we are
committed to delight our
customers through
superior network, great
customer service and
best value for money.
AMIT
1. Provides CDMA & GSM services.
2. Plans for mobile & land-line users.
3. Operates in 10 out of 22 circles of India.
4. Fulfills the needs of SMS users by reducing charges.
5. Different plans for CDMA & GSM subscribers.
6. Internet for land-line users.
AMIT
 SEGMENTATION

1. CDMA & GSM users.

2. Land-line & Mobile users.

3. Pre-paid & Post-paid subscribers.

AMIT
POSITIONING

Our product/plan is for

all the users, Promise
to bring down your
telecom tariffs by a
huge margin & Rock
bottom rate for both
local and STD calls.

AMIT
AMIT
 SEGMENTATION

1. For short duration callers, 1paise/second single call rate.

2. For long duration callers, Re.1 for 3 minutes call rate.

3. For those with standard call duration, Reliance will continue

offering 50p/Minute tariff rate.

AMIT
 POSITIONING

Our product/plan is Simply

Reliance - Without any
monthly charges, Without
any hidden charges or any
conditions.

AMIT
 MATRIX

HIGH DoCoMo
AIRTEL
RELIANCE

PRE-PAID
VODAFONE

LOW
LOW HIGH
POST-PAID

New Users

Source: 1.Google News – AIRTEL vs. RELIANCE

2. Business Standard AMIT