tata sky - marketing mix and porter's model

TATA SKY

BYSonia GroverPrajakta Patil

Sharan KumarSiddhartha Panapakam

PGDM1

CONTENTS• Introduction• Marketing Mix• Competitors Analysis• Porter’s Model in Tata Sky• Awards & Honors

IntroductionJoint venture of TATA’s and 21st Century Fox

First DTH Service to launch customised services in India

800 Schools in India use TATA Sky’s Active Wiz kids service.

India’s leading direct to home (DTH) service provider and HD market leader, to provide 4K Set Top Boxes

Marketing Mix

Product

Promotion Place

Price

TARGET

MARKET

PRODUCT

TATA SKYTATA SKY HD

TATA SKY HD+

PRICE

180020008700

PLACES

Wide Distribution Network all over INDIA

COMPETITOR ANALYSIS

COMPANY SUBSCRIBERS(mln)

Dish Tv 5.92

TATA Sky 4.5

Sun Direct 4.3

Airtel DTH 2

Big TV 2

Videocon New Entrant

COMPANY SUBSCRIBERS(mln)

TATA Sky 13.5

Dish TV 11.7

Videocon 11

Sun Direct 9.6

Airtel DTH 9.1

Reliance 4.8

Till Sep 2009 April 2014

Threat Of New

Entrants

Threat of Substitutes

Bargaining Power Of

Buyers

Bargaining Power Of Suppliers

Rivalry Among

Competitors

•Retailers•Customers

• Dish TV• Sun Direct• Airtel Digital• Reliance Big• Videocon• DD Direct+

• Humax – set up box manufacturer• Thomson – Services,system, equipments, technology

No threats coming

Michael Porter’s Model

AWARDS & HONORS

AWARD YEAR

Yahoo Big Idea Chair Award 2013

ET Brand Equity 2012 & 2013

Superbrands Council 2009-2010

Best Marketer(Business Today) 2007

THANK YOU…..

ISKO LAGA DALA TOH LIFE JINGALALA……