Tata sky vs dish tv

competition between tat sky and dish tv

1. Presentation Integrated Learning Project BY-NIKHIL MUNJAL BBA

2. About the Industry Tata Sky & Dish TV belongs to DTH Industry. DTH  in  India  is a huge industry which has thousands of programmed in many languages . The small screen has produced numerous celebrities, some even attaining national fame.

3. TV soaps are extremely popular . Approximately half of all Indian households own a television . There are over 515 channels of which 150 are  pay channels . It is the third largest in the world after  China   and United States.

4. History Of The Industry DTH services were introduced in India in the early 1996. The first DTH service was named DD Direct plus. DD Direct was India’s 1 st and only DTH service for which consumer did not have to pay any charges.

5. GROWTH OF THE INDUSTRY 20 % annual growth is being witnessed in the DTH sector in India with over 8.5 million households having digital pay-TV. 8.5 million Subscribers

6. TATA Sky  is a  direct broadcast satellite  television provider in India, using  MPEG-2  and MPEG-4  digital compression technology .It was incorporated in 2004. Mr.Vikram Kaushik CEO of Tata Sky

7. HISTORY TATA SKY is a joint venture between the  Tata Sons , that owns 80% and  STAR India  that owns a 20% stake .  Tata Sky was incorporated in 2004 but was launched only in 2006. It currently offers close to 196 channels (as of December 2010) and some interactive ones; this count includes some numbers of HD channels offered by Tata Sky (as Tata Sky-HD) and interactive services also .

8. Dish TV India Limited   is an Indian company that provides  direct-to-home (DTH)  satellite television . Dish TV is a division of  Zee Network Enterprise . Dish TV is presently Asia's largest and going to be the world's largest DTH company. Mr. R . C. Venkateish CEO  of  Dish TV  

9. H istory   Dish TV is India’s first private Indian company to start Direct to Home(DTH) satellite broadcast operations in the country . It  provides multi-channel subscription television service and interactive services. Dish TV launched its high definition service called Dish truHD in the year 2011 . Dish TV had about 12 million customers as of March 2012 .

10.  Brand Ambassador for TATA sky Aamir  Khan, one of India’s highly  acclaimed   actors, is the   brand ambassador for tata sky.   He is  the  highest-paid  brand  ambassador  today.  His contract with Tata sky is for 20months. AAMIR KHAN

11.   Brand Ambassador for DISH TV Dish TV has extended its tie up with Shahrukh Khan for endorsing its brand for another 18 months. As brand ambassador, the King Khan is playing a key role in the brand and product communication on television, in print and outdoor media. Shahrukh Khan

12. Marketing Mix TATA SKY emphasis all the four P’s of marketing . Product Price Place Promotion

13. PRODUCT TATA SKY –It is basic set-top-box with d vd quality picture and cd quality sound along with new age interactive services. TATA SKY HD –IT was launched on June 14,2010 and has chAnnels with 5.1CH surround sound well. TATA SKY+HD- Tata sky have launched their HD DVR set top box which comes with a 500GB hard disk. Video on Demand – on December 25,2011 Tata sky launched video on demand(VOD) services for their Tata sky + HD set top boxes.

14. PRICE In F eb 2008 t ata sky reduced its set top box price by 50%(rs.2999-1499) In J une 2008 it reduced its subscription fee for channel packages.

15. PLACE TATA sky had a wide distribution network across the country. In order to reach the rural consumers, TATA sky have agreements with ITC’S e- choupal . In order to urban customers, it had tie-ups with Infiniti retail’s chroma and pantaloon’s retail. It has approx. 35,000 outlets in 5000 towns across India

16. PROMOTION The company launched 360 degree advertising campaign. In an effort to educate consumers about the comparative benefits of TATA sky ,it displayed its services at airports, railway station etc. across I ndia. Apart from advertising campaign Tata sky launched some promotional offers.

17. Marketing mix of DishTV

18. PRODUCT   Dish Tru HD+: Dish TV Recently introduces its  DVR  service which requires an External  USB   Hard disk drive  to be plug into the Set Top Box's USB Port it can provide & support recording space up to 2 TB . Dish +:   Dishtv Introduced Dish+ For Its SD Subscribers With The same Features As Dish Tru HD + In SD Mode . D ish on wheels  : Dish TV also provides mobile satellite TV on vehicles, trains and aircraft

19. PRICE Dish TV has slightly cut its prices and positioned its basic pack at Rs 113 (plus taxes) for 135 channels, extending up to Rs 283 (plus taxes) for 185 channels . 

20. PLACE The Company has created a zonal structure comprising of 7 zones to createa wide spread distribution capability across India . Company have a network of 575 distributors and approx.45,000 dealers (dealership presence in 5,200 towns ) They have100 Dish Care Centers , offering customer care in 9 different languages . Dish TV has 24* 7 call center with 1600 seats in 11 different languages to take care of subscriber requirements any point of time and to ensure timely solution to problems and queries

21. PROMOTION Dish TV is spending a whopping amount of Rs 30 crore to foray into the hearts of the consumers. The brand campaign is targeted at a wide base of new and existing subscribers through a 360 degree media approach. O ffers such as the ‘Set Top Box Free Offer ’ and ‘Recharge Free Offer ’.

22. CURRENT STRATEGIES Gain Market Share Price Cut Down Average Revenue Per Consumer Calculated Risks

23. Current strategies Positioning: “ Thoda aur wish karo ..DISH karo ” Use brand ambassador extensively to convey brand image Segmentation: Launch as per area, region, geographical location etc . Price Benefits and Advantage   Be attractive with new advertising and new promotional offers at festival seasons.

24.   SWOT ANALYSIS FOR TATA SKY STRENGTHS Leveraging on brand TATA and High brand recall. Superior Picture quality. Leads in introducing new packages & Services. Customer service. Innovative Product offering Tata Sky  Plus .

25. WEAKNESSES Second Mover after Dish TV who captured the highest Market Share. Cannot match free service like DD. Does not offer free Set Top Box like Dish TV.

26. OPPORTUNITIES Larger disposable incomes with India. Expansion of distribution network through exclusive stores. Interactive advertising – Tie up of with Samsung

27. THREATS Increasing Competition internally. Dependency on broadcasters for their channel content and thus increase in cost. Videocon may enter DTH by building its own set top boxes

28. Recommendation They should improve their customer care. They should review their packages and launch some economical packages for middle class people. They should introduce new schemes to attract customers. Multiple   Connections: Provide   discounts for  consumers buying second Tata  Sky Connection(up to 50% off)

29. SWOT ANALYSIS FOR DISH TV Strengths   Cost advantage Effective communication High R&D Innovation Online growth

30. Weaknesses  Bad communication Diseconomies to scale Over leveraged financial position Low R&D Low market share

31. Opportunities   Acquisitions Asset leverage Financial markets (raise money through debt, etc.) Emerging markets and expansion abroad Innovation

32. Threats  Competition Cheaper technology Economic slowdown External changes (government, politics, taxes, etc.)

33. Recommendation Should at least provide features which are being provided by other players in the market. It is now at a stage when it should stress on quality which is something it lacks currently. More penetration into regional and lower income groups is required .

34. Thank you