Tata Sky Marketing Plan

Comstrat 2008 - Tata Sky

Ami Kothari amikothari10@jbims.edu +91-9820672221 Palak Sood Swathi Velisetty

PalakSood09@jbims.edu swathivelisetty09@jbims.edu +91-98925 97890 +91-98205 62709

Jamnalal Bajaj Institute of Management Studies

Environment Analysis - Porter’s 5 forces Bargaining Power of Supplier - High DTH relies on three major suppliers: Customer Premise Equipment – Satellite dish, Set top box and Access card, Ku Band Transponder and content. Bargaining power of DTH operator with CPE supplier has increased due to supply. Transponder is provided by Astrix, ISRO hence dependency exists and due to no regulations in channel pricing, DTH operators are at mercy of Broadcasters. Bargaining Power of Buyer-High Consumer has the power to choose in this industry with variety. Unless players can differentiate against each other, the market shall remain mostly homogeneous. Customers will have high bargaining power and will be influenced by costs versus services. Threat of Substitutes- Medium DTH faces major competition from Terrestrial, Cable & IPTV.

Doordarshan is world’s largest Terrestrial broadcaster with over 1400 transmitters and covering 88% of India geographical area. They offer Digital service in collaboration with BBC resources. This wide reach and low cost approach are offset by its lack of attractive content. Cable TV operates in 2 modes: CASwhich requires separate set top box and Non Addressable system. The cost varies from Rs. 100 – Rs. 350 to customers depending upon location. Due to its phenomenal reach, there is bound to be a resistance from Local Cable operators.

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IPTV is service where television signals are digitally sent over Telecommunications line. MTNL & BSNL plan to tap this line. Even with strict regulations (not yet enforced) it is a considerable threat due to its new level of interactivity. Threat of New Entrants- Low With 7 players in the DTH space, threat of new entrants is relatively low due to enough competition. Getting a...