Coustmer Satisfaction of Tata Sky FINALY REDY New

8/10/2019 Coustmer Satisfaction of Tata Sky FINALY REDY New

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STATEGIC MANAGEMENT & CONSUMER

SATISFACTION TOWARDS TATA SKYDTH SERVICE

Chapter No : - 1 Introduction

1.1Background

TATA Sky is adirect broadcast satellite television provider in India,

usingMPEG-2 andMPEG-4 digital compression technology, transmittingusingINSAT 4A satellite at 83.0E. Incorporated in 2004, Tata Sky is aJoint

venturebetween the TATA Group and British Sky Broadcasting Group plc Its

primary competitor isAirtel 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, mannedby 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-per-

view

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 BroadcastingGroup, 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 byoffering 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.

Todetermine 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 consumersperceptiondecision

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.

1.4Review Of L iterature

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 which

with suitable administration and analysis 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 3Defination 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

PTIOct 15, 2013, 03.54PM IST

Direct-to-home television operatorTata Skylaunched 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 saidthe moveis 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 anandroidin 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 CEOHarit

Nagpal told PTI.
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CHAPTER NO: - 3 DEFINATION OF MARKET &

CONSUMER BEHAVIOUR

3.1DEFINITIONS

American marketing Associationdefines a market as theaggregate demand of the potential buyers of thecommodity or services

Prof . JEVONS

defines a market as any body of persons who are inintimate business relations andcarry on extensive transactions in anyCommodity. Thus, market may be definedas a relationship betweenconsumer and producer occurring or established at atime and place and ata value mutually agreeable and acceptable to both theparties.

American Marketing AssociationdefinedmarketingasTheperformance of business activities that direct the flow ofgoods andservices from producer to consumer or user

According to EFL Breech:

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


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Phil ip kotler .

Marketing is a social and managerial process by which

individualsand groups obtain what they need and want through creating andexchanging 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.

3.1Consumer Behavior

In the words of Prof. Walter C.G and Prof. Paul G.W It is theprocess 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 questionnairewere

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 improveunderstanding 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 PLUS TOOLS FOR DATACOLLECTION


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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 DESINGThe 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 Bri ti sh Sky

Broadcast ing Group, has more than 20 yea rs o f experience in satellite

broadcasting, and is well known for its innovative product s and services .

With this service, Tata Sky has joined a selectinternational 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 a 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 andconvenience through a wide range of programming and interactivefeatures, thus bec

oming a one-stop shop for all the televisionentertainment needs of customers.With state-

of-the-art digital infrastructure and partners that include globalleaders in digital technology,

Tata Sky provides for hardware installation at subscribers' homes, as well as after-

sales 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 thathas 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-salesservice 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-to-

Home (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 inseven businesss e c t o rs :

Information systems and communications; engineering;m a t e r i a l s ; s e r v i ces ;

ene r gy ; cons umer p r oduc t s ; and chemi ca l s .

TheGroup was founded by Jamsetji Tatai n the mid 19th century, a

periodwhen Indi a had just se t ou t 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 itssuperior

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 (Chairman))Mr James Leng (Non - Executive Deputychairman)

Mr Nusli N Wadia (Company Director)

Mr S M Palia (Company Director)

Mr Suresh Krishna (Financial Institutions'nominee)

Mr Ishaat Hussain (Board Member)

Dr Jamshed J Irani (Board Member)

Mr Subodhbhargava (Board Member)

Mr Jacquesschraven (Non - Executive Independentdirector)

Dr Anthonyhayward (Non - Executive Independentdirector)

Mr Philippe Varin (Non - Executive Nonindependent Director)Mr B Muthuraman (Managing Director)

Dr T Mukherjee (Non Executive Director)

Mr Andrew Robb (Non Executive Independentdirector)
http://www.tatasteel.com/company/Rtata.asphttp://www.tatasteel.com/company/Rtata.asphttp://www.tatasteel.com/company/jamesleng.asphttp://www.tatasteel.com/company/nusli.asphttp://www.tatasteel.com/company/sam.asphttp://www.tatasteel.com/company/suresh.asphttp://www.tatasteel.com/company/ihussain.asphttp://www.tatasteel.com/company/irani.asphttp://www.tatasteel.com/company/irani.asphttp://www.tatasteel.com/company/s_bhargava.asphttp://www.tatasteel.com/company/s_bhargava.asphttp://www.tatasteel.com/company/jacobus.asphttp://www.tatasteel.com/company/jacobus.asphttp://www.tatasteel.com/company/anthony-hayward.asphttp://www.tatasteel.com/company/anthony-hayward.asphttp://www.tatasteel.com/company/philippe-varin.asphttp://www.tatasteel.com/company/muthuraman.asphttp://www.tatasteel.com/company/mukherjee.asphttp://www.tatasteel.com/company/mukherjee.asphttp://www.tatasteel.com/company/mukherjee.asphttp://www.tatasteel.com/company/muthuraman.asphttp://www.tatasteel.com/company/philippe-varin.asphttp://www.tatasteel.com/company/anthony-hayward.asphttp://www.tatasteel.com/company/anthony-hayward.asphttp://www.tatasteel.com/company/jacobus.asphttp://www.tatasteel.com/company/jacobus.asphttp://www.tatasteel.com/company/s_bhargava.asphttp://www.tatasteel.com/company/s_bhargava.asphttp://www.tatasteel.com/company/irani.asphttp://www.tatasteel.com/company/ihussain.asphttp://www.tatasteel.com/company/suresh.asphttp://www.tatasteel.com/company/sam.asphttp://www.tatasteel.com/company/nusli.asphttp://www.tatasteel.com/company/jamesleng.asphttp://www.tatasteel.com/company/Rtata.asp


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4.8 MANAGEMENTMr BMuthuraman Managing Director

Mr H M Nerurkar Chief Operating Officer (Steel)Mr A D Baija lVice President (GlobalMineralResources)

Mr U K Chaturvedi Vice President (TQM &CSI)

Mr R P Singh Vice President(Engineering Services &Products)

Mr Koushik Chatterjee Vice President (Finance)

Mr Anand Sen Vice President (FlatProducts & Long Products)

Mr Varun K Jha Vice President(Chhattisgarh Project)

Mr AvinashPrasad Vice President (IndustrialRelations)

Mr Abanindra M.Misra Vice President (RawMaterials)

Mr Om Narayan Vice President (Safety &Services)

Mr HC Kharkar Vice President

Mr ParthaSengupta Vice President (CorporateServices)
http://www.tatasteel.com/company/muthuraman.asphttp://www.tatasteel.com/company/HMN.asphttp://www.tatasteel.com/company/ADBaijal.asphttp://www.tatasteel.com/company/UK_Chaturvedi.asphttp://www.tatasteel.com/company/RPS.asphttp://www.tatasteel.com/company/Kchatterjee.asphttp://www.tatasteel.com/company/Asen.asphttp://www.tatasteel.com/company/Vkjha.asphttp://www.tatasteel.com/company/Aprasad.asphttp://www.tatasteel.com/company/am_mishra.asphttp://www.tatasteel.com/company/omnarayan.asphttp://www.tatasteel.com/company/kharkar.asphttp://www.tatasteel.com/company/partha.asphttp://www.tatasteel.com/company/partha.asphttp://www.tatasteel.com/company/partha.asphttp://www.tatasteel.com/company/kharkar.asphttp://www.tatasteel.com/company/omnarayan.asphttp://www.tatasteel.com/company/am_mishra.asphttp://www.tatasteel.com/company/am_mishra.asphttp://www.tatasteel.com/company/Aprasad.asphttp://www.tatasteel.com/company/Aprasad.asphttp://www.tatasteel.com/company/Vkjha.asphttp://www.tatasteel.com/company/Asen.asphttp://www.tatasteel.com/company/Kchatterjee.asphttp://www.tatasteel.com/company/Kchatterjee.asphttp://www.tatasteel.com/company/RPS.asphttp://www.tatasteel.com/company/UK_Chaturvedi.asphttp://www.tatasteel.com/company/UK_Chaturvedi.asphttp://www.tatasteel.com/company/ADBaijal.asphttp://www.tatasteel.com/company/HMN.asphttp://www.tatasteel.com/company/muthuraman.asphttp://www.tatasteel.com/company/muthuraman.asp


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CHAPTER NO :- 5.SERVICE PROFI LE

5.1Extensive Customer Service Network Tata Sky

Has established an extensive customer service n etwork across the

country. It has engaged a field force of approximately 3000service

engineers who are complemented by high-end 24x7 call centers,manned by multi-

lingual customer service associates, trained to solve allcustomer

problems.Ta t a S k y t a ke s d i rec t r es pons i b i l i t y f o r in s t a l l in g an d s e

rvicing thehardware at every subscriber's home, thereby ensuring the highest

levelsof customer service.

5 .2 Tata Sky

Retail s 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 SkyHas leased all 12 Ku-Band transponders on

ISROsIndiansatellite, INSAT 4A, the most advanced and high- powered KU-

Band communication satellite in the region,developed keeping in mind local

requi remen ts. The sate lliteenables to offer super ior pictu re and soun d

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 Skyhas 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

byTata Skyto support the companys materials management, sales and distribution,finance

and control and human resources requirements.


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IT:Sun Microsys tems:

Tata Sky has selected Sun Microsystemsto provide

world-class technology infrastructure, which

helpsthe c ompany to de l iver h i ghleve l serv ic e s t and ards fo r i t sS

atellite Television service. The servers ensure maximum up-

t i m e , f a u l t r e c o v e r y a n d l o a d m a n a g e m e n t . S u n h a s a l s o

provided Tata Sky with installation, engineering expertise andsupport.

Digicomp:

T a t a S k y has par tnered wi th Thomson and Humax, wor ldleaders

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 andemployeerelated internal facing applications.

Service Support:

SerWizSol : SerWizSol provides Tata Sky with three high-

endcall 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 andHaryana 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 ablet o

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.

COMPETITORSDish T.VDD Direct PlusStar T.VSUN 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 educat ion basedinteract ive service in the wor ld that teacher

ch i ld re n t h ro ugh learning games Set up state-of-the

art digital infrastructure including an uplink centre in Gurgaon and three high-

end 24x7 call centres inHyderabad, Mohali and Pune supporting 11 languages

(English,Hindi, Marathi, Gujarati, Punjabi, Malayalam, Kannada, Tamil,Telegu,

Oriya and Bengali)

Expanded i t s d i s t r i bu t i on ne t wor k f r om 300 t owns and 10 ,000

dealers at the time of launch to 4,500 towns and 30,000 dealersacross 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 -

d e m a n d ) , S T A R W o r l d & S T A R O n e ( K o f f e e w i t h K a r a n

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 a superior television viewing experience to

Indianhouseholds. The service will enhance the choice for viewers looking

for the b es t of p ay t e l e vi s ion s erv ices i n the count r y . Tata Sky

a im 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

.

6.2McKinsey 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 betweenstrategy and

structure, although strategy is a critical aspect. In their

v iewef fec t ive organiza t ional change may be unders tood to be a

compl ex 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 profi table 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.

I nves t i ng i n t he co r e b r ands t o mee t eve r

changing consumer 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.Regu l a r v i s i t s b y HR t eamare being made to all plants to meet theemployees 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 utilizationof 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 sus taining leadershi p through a concertedeffort towards

creativity and innovation.

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


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3. SYSTEM

T h e c o n c e p t o f s y s t e m i n c l u d e s t h e t r a i n i n g & d e v e l o p m

e n t system, performance evaluation system, recruitment, production planning&

control, cost accounting procedure, capital budgeting system etc.,

TRAINING AND DEVELOPMENT IN TATA PVT LTDTrainingin TATA PVT LTD is aimed at the systematicdevelopment of knowledge,

skills, attitude and teamwork.

Train ing & dev elopment o f personal ski lls i s considered a hi gh priorityarea 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. Sever

competition with emerging globalization of

markets,inc reas ing cons ume rism , new conc epts of acc oun tab i l i t y

and so c ia 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 to

confront issues, manage them carefully and achieve competitivedominance.


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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 optimalperformance.Performance evaluation aligns the

organizational objectives with

the individualsperformance 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 creativityAbility 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 thepotentials 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 it

may be mainly follows government rules and regulations beforeappointing 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

The 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 medica 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 skillsas one of the most crucial attributes or

capabilities of an organization. The term skills includethose characteristics

which most people are to describe a companys

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 a

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 FINDI NGS AND

CONCLUSION

7.1Summary 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, TATASKY 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 isvery important attributes in buying as one

thirdof consumers consider it very important. Saving power anddurability are

considered as the next important factor with 5 and3% respectively

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 lifetimevalue share.

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

their DTH systems with regard to the

attributessuch as price, technology and other added benefits. It is a n indication 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 itsproductrange. STAR T.V with its price and looks has strengths andweaknesses are

its product parts.

Consumersmostly 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 a ttention o f buyers. Customers to day are

bombarded with advertisements in order to cat ch the at tent ion 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 MN Cs su ch as TA TA an d DI SH T. V in ge tt in g

t he a t t en t i on 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 ini tia lly , since the market is huge to capture in days tocome.

Documents

Coustmer Satisfaction of Tata Sky FINALY REDY New