STP of Tata Sky

SEGMENTATION, POSITIONING AND TARGETING

Geographic|Demographic|Behavioral|Psychographic

Positioning

Targeting

A g e a n d L i f e C y c l e

• Actve Stories and Actve Wiz Kids (For 2-7 year olds)

• Actve Learning (Designed specifically for preschoolers)

• Actve Games (Interactive games for all ages)

• Actve Darshan (Focus on customers belonging to older age groups)

• Actve Vedic Maths (solve mathematical problems faster than conventional methods taught in school and colleges)

G e n d e r

• Actve Cooking (Tune into Actve Cooking and enjoy over 200 recipes every month master chefs like Tarla Dalal, Harpal Singh Sokhi, Jiggs Kalra, Nilesh Limaye & other popular chefs)

I n c o m e

• Multiple Channel Packages: Recognizing vast differences in pocket sizes of different consumer segments, many different packages are available

• Examples – Super Hit Pack, South Starter Pack, South Value Pack, South Saver Pack etc.

Demographic Segmentation

Re g i o n

• Installation of services even in the most remote areas and first ‘At Sea’ installation

• Separate packs for North and South regions

• Several regional channels

States

• Pan-India : Presence in all the states across India

• Services even in Leh, Ladakh and Kargil

Rura l and semi-urban

areas

• Tie-ups : with ITC’s e-Choupal to expand its distribution network and penetrate rural market

• B2B : tie-up with Tata Indicom , Pantaloon etc for urban market penetration

• Introduced a Rs 99 low value pack of 53 channels

Geographic Segmentation

O c c a s i o n s

• Discounts during festivals (Discounts on set top boxes during Diwali)

• Unique offerings during festivals (Launched Tata Sky Karaoke during Holi)

• World Cup Offers (Watch the World Cup with Hrithik Roshan)

N e e d s a n d B e n e fi t s

• HD Picture and Sound (Great picture quality, incredibly vivid colours, sharper images and stunning surround sound)

• 24x7 Customer support

• The Tata Sky Guide (A multi purpose guide to all the TV channels)

• Parental Controls (Regulate TV watching through channel locking)

• Search and Scan Banner (Browse what is happening on other channels without changing the channel)

U s e r S t a t u s

• Friends and Family offer (Benefits offered for recommending Tata Sky)

• Low Set up Costs (50% off on installation, 5 months of free viewing)

• Easy Financing options (0% EMI schemes)

• Custom channel Packs (Regional channel packs)

Behavioral Segmentation

Psychographic SegmentationL i festy les

• Movies like Slumdog Millionaire, 1920 in its showcase channel for people to have a near theatre experience at home

Persona l i ty Tra i ts

• Targeting the youth by showing the concerts like Beyonce- Live at Wimbley and AC/DC –No Bull concerts in their showcase channel

• Active Mall targeted at people who like to shop for electronics appliances, household goods and even mobile ringtones from their house

Values

• Active Darshan – Religion has a significant influence on the values and keeping this in mind it provides live telecasts from 6 revered temples and 3 spiritual channels

Targeting

Brand value of Tata and technology of Sky made it a brand to reckon with.

Aamir Khan and Asin as ambassador for brand in south has it given top of mind recall value.

‘Family and Friends referral’ scheme, new products like mobile app have made consumers make mental commitment to buy the product

Brand Image

Recall value

Brand Purchase

Value added

servicesGaming, education, virtual pilgrimage, flower delivery, etc

Targeting

Factors Market size, expected growth, competitive position, compatibility with objectives

Multi-Segment Targeting

HousewifeReligious content Kids

26

21

20

10

11

11

1

Dish TV

Tata Sky

Airtel Digital

Reliance Digital TV

Videocon D2H

Sun Direct

DD bharti

2006 2007 2008 2009 20100

1000

2000

3000

4000

5000

60005000

3500

2000

1000 899

Decline in price

Market Share

Competition

PositioningBetter picture

quality

The interactiv

e Offering

Customer

Service

Isko Laga Dala, Toh

Life JINGALALA!

Redefined the language of technology by creating interactivity and dispelling fear of technological fuss in the mind of the layman

3C Strategies

Consumer insight shows that television is the only affordable family entertainment option available for middle-class Indians today.

Tata Sky gives people a new dimension in TV viewing, thanks to its 3Cs strategy. Choice: 170 + channels; DVD/HD picture quality

Control: Viewers can control the content; Child lock

Convenience: 4-day listing of all programs

Strategies

Customer Acquisition strategy: Focused marketing campaign

Launch of

Distribution and after sales service

Customer Retention strategy: Upgrade to TataSky+ by exchanging regular Tata Sky

Activ Services

Subscribers can suspend their viewing services temporarily

24x7 call center services

Convenient relocation services

Strategies For The Rural Sector

Customizing offering

Combination of national challenges with regional challenges

Educational package

Appointing the village head as Distributor and Promoter Villagers tend to listen to the village head

Can be supplemented by giving a free subscription to the village head

Are The Current Strategies Successful?

Tata Sky’s growth has been helped by strategies like: MDU : Multi Dwelling Unit

Activ services. It’s Bangalore based R&D center produces original content in science, GK and mathematics, which is becoming popular in schools.

Schemes like 50% off on installations.

References

www.tatasky.com

www.indiabroadband.net

www.indiandth.com

www.dishtracking.com

http://indianresearchjournals.com/pdf/IJMFSMR/2012/March/4.pdf

From:

The Jhinga La La BoysShwetabh|Tanay|Vikrant|Prathmesh|Harsh|Kritarth

THANK YOU