erMarketing Plan: Tata Sky.

1. Executive Summary

The development of the Direct to home sector has experienced a major process of transformation in terms of its growth, technological content and market structure in the last decade. Any company which is successful is because of their reach among customers which is possible through the effective tools through which a company communicates and attract its customer. There are several players in DTH services and every one is looking to increase their market share . Tata Sky is a Direct-to-Home (DTH) service provider in India. This marketing plan provides an insight into its market segments, competitors and marketing strategies that enable us to comprehend their success better. Tata Sky provides DTH satellite television viewing experience to the Indian customer using MPEG-2 digital compression technology, transmitting using INSAT-4A. It is a joint venture between the TATA and the STAR group. Launched in 2006, it provides nearly 200 channels to its viewers along with interactive services. The key business challenge in a country like India is meeting customer demands which are very dynamic under the regulatory purview of the country. Having nearly 45 per cent of the DTH market in terms of value and a strong subscriber base of 7 billion, Tata Sky aims at increasing its subscriber base by using innovative techniques like integrating TV entertainment with the smart devices i.e the mobile access apps, decreasing costs associated with installations etc.

2. Situation Analysis We have used the 4C framework (Customer, competitor, company and context) for analyzing the situation. 2.1 Customer Initially, Tata Sky aimed the urban sections of the society and also focused less on the southern India. With stiff competition from rivals like the Dish TV, Sun Direct, Reliance Big TV etc, made TATA SKY come up with specific packages like the southern pack, VAS like the Interactive learning sessions etc.

2.2 Competitors Tata Sky faces stiff completion from the cable TV providers and other DTH services like Dish TV, Sun Direct and Reliance Big TV.(other data to be included)

2.3 Company The TATA group has already created a niche for itself in the Indian market and a JV with the entertainment Juggernaut, STAR would mean a complete entertainment pack coupled with trust and fun. Though Tata Sky was incorporated in 2004, it was launched only in 2006. It currently offers close to 200 channels and some interactive ones. Some of its Value Added Services include y Active Services Active Cooking Active Stories Active Newsroom Active Darshan Active WizKids

Active Sports Active Learning Active Games Active Astrology y y y y Parental Control Search and Scan Banner Guide (including Hindi Display) Customer Service- 24 x 7 help. Support in 11 languages

In march 2010 Sun Microsystems partnered with Taty sky to to provide IT Infrastructure solutions and support for the launch of the company's direct-to-home (DTH) television. The company uses the Sky brand owned by British Sky Broadcasting. In October 2008, Tata Sky announced launching of DVR service Tata Sky+ which allowed 90 hours of recording in a MPEG-4 compatible Set Top Box. The remote is provided with playback control keys and is being sold with special offers for existing subscribers. After 2011 when TATA Sky + started selling only HD Version of TATA Sky+ now know as TATA Sky + HD. In 2008, Singapore-based Temasek Holdings picked up 10% stake in Tata Sky from the Tata Group. This has diluted Tata's stake in the venture to 75%.STAR s parent company, News Corporation, owns an International group of DTH businesses that include Sky Italia in Italy and Foxtel in Australia. 2.4 Context There are about 199 million total household in India, with 119 million (60% of total house holds) being TV households. Out of this, 50 million are having Cable TV connection. (Data to be added)

Distribution

network

Market Opportunities and Issues

Despite offering competitive prices, Tata sky is lagging behind the other service providers solely due to its pricing strategies. With services like Make My Pack, Live Recording , Mobile Access Apps TATA Sky is targeting the upper strata of the society and the Urban India. Apart from this, Tata Sky could focus on capitalizing on the rural India which constitutes a larger section of the Indian Subcontinent.

Marketing Strategy Tata Sky changes ad-revenue model introduced in 2008

Capitalizing on the Brand name of TATA, i.e. offering discounts on TATA SKY on purchase of other products of TATA like the NANO etc.

Description The Tata Sky Mobile Access App allows you to use your Apple Devices (iPhones/ iPod Touch/ iPad) as a Universal Remote. You can use this app to browse through 4-day programme listings, read extended information for movies and set your favourite show for recording while you are on the go! This app also allows you to enjoy the social TV experience by letting you share what you are watching on TV with your Facebook and Twitter friends. To use this app as a Universal Remote, you will need an MP3 Mobile Accessory. For more information on how to get this accessory, www.tatasky.com/mobileaccess
...More Tata Sky Mobile Access Support

What's New In Version 2.0 Experience a suite of new features: - Universal Remote Functionality - Social TV - A feature for sharing what your are watching on TV with your friends - Tweet about your favourite shows