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Tata Sky- Dth

In: Business and Management

Submitted By sanjibkalita077
Words 3077
Pages 13
Table of Contents
I. Introduction 2
II. DTH Industry in India 3 Industry Snapshot 3 Major Geographical Regions 3 Key market trends 3 Typical price points 3 Market share of key players 3 Growth Drivers 3 Future Outlook 3
Porter 5 forces model for DTH Industry 4 Supplier Power 4 Buyer Power 4 Competitive Rivalry: 4 Threat of Substitution: 4 Threat of New Entry: 4
Tata Sky: The Subject of Market Research 4
Segmentation 5
Targeting 5
Positioning 5
SWOT Analysis 6
Field Study and Survey 6
Online Survey and Results: 7
Marketing Mix 8 Product: 8 Price: 8 Promotion: 8 Place: 8
Conclusion 8
References 8

I. Introduction

What is the very first thing or imagery that comes to our mind when we say the acronym DTH? Maybe we visualize Shahrukh Khan in his signature lover-boy arms-wide-spread pose urging us to wish for more (Dish Karo, Wish Karo). Maybe we think about a certain Bunty’s mummy, who is a housewife, speaking fluent English she has learnt from Tata Sky Active English Speaking course; or Reliance urging us to go BIG (TV ho toh BIG ho). Depending on the customer base and loyalty, different people will have different imagery of DTH.
During the last decade of the twentieth century, introduction of the cable TV operators in India took the TV industry by a storm. With channels like SONY, Star Plus entering the Indian TV industry through cable, the evergreen Doordarshan faced stiff competition to thrive in their otherwise monopolized entertainment industry. Slowly, with more revenue being put into private cable TV channels, quality of TV programs increased by leaps and bounds. Doordarshan struggled to survive against the onslaught of the private TV channels. With the cable TV operators slowly increasing their reach to the semi urban small town and some rural markets, Doordarshan kept on losing their market share to the...

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