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
http://www.tata.com/tata_steel/index.htmhttp://www.tata.com/tcs/index.htmhttp://www.tata.com/tcs/index.htmhttp://www.tata.com/tata_motors/index.htmhttp://www.tata.com/tata_tea/index.htmhttp://www.tata.com/tata_tea/index.htmhttp://www.tata.com/tata_motors/index.htmhttp://www.tata.com/tcs/index.htmhttp://www.tata.com/tcs/index.htmhttp://www.tata.com/tata_steel/index.htmhttp://www.tata.com/tata_steel/index.htm -
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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.