Customer Satisfaction of Tata Sky DTH Services and Customer Perception...
CUSTOMER SATISFACTION Chapter 1 INTRODUCTION PART: A ABOUT INDUSTRY: BRIEF HISTORY Tata Sky is set to revolutionize television viewing in India through its superior digital quality picture and sound. The service aims to empower the Indian viewer with Choice, Control and Convenience through its wide array of programming choices and interactive features. Tata Sky offers viewers a variety of channels ranging from entertainment, sports, movies and music to news and documentaries in DVD quality picture and CD quality sound. Tata Sky has established an extensive customer service network across the country. It has engaged a field force of approximately 3000 service engineers who are complemented by high-end 24x7 call centre’s, manned by multi-lingual customer service associates, trained to solve all customer problems.
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CUSTOMER SATISFACTION Tata Sky takes direct responsibility for installing and servicing the hardware at every subscriber's home, thereby ensuring the highest levels of customer service. Tata Sky retails its hardware and prepaid recharge vouchers through popular consumer electronic stores to enhance customer convenience. The SKY brand, owned by the UK-based British Sky Broadcasting Group, brings to Tata Sky the reputation of more than 20 years experience of satellite broadcasting. SKY is well known for the innovative products and services launched by BSkyB, such as DTH broadcasting in 1989, digital satellite broadcasting in 1998, interactive television services in 1999 and the SKY+ personal video recorder in 2001. Tata Sky joins an international group of DTH businesses that includes platforms as far apart as the UK and Italy in Europe, and Mexico and Brazil in Latin America. Space TV is a TATA - STAR joint venture, established in 2004, committed to build state-of-the-art Digital infrastructure for Pay Television in India. Space TV plans to introduce a nationwide Direct-toHome (DTH) service that would allow it to reach every Indian home, however remote it may be. The service plans to offer its subscribers the 2 Adarsha College Of Management & Science
CUSTOMER SATISFACTION best of cable channels, new innovative programming and interactive services. Tata Sky satellite television service will redefine your TV viewing experience by offering you greater choice, control and convenience.
GROWTH AND PROSPECTS 2008 Tata Sky announces ground-breaking price of Rs 1499 for hardware
2007 Tata Sky introduces three new interactive services: Actve Darshan, Actve Learning and Actve Stories Tata Sky expands offering to 140 channels Tata Sky crosses 1 million mark in record time Tata Sky offers 5 months of free viewing Tata Sky launches three new channel packages Watch ICC World Cup on Tata Sky with Hrithik Roshan Unparalleled World Cup cricket viewing experience on Tata Sky
2006 Zee-Turner channels now on Tata Sky Tata Sky launches Actve Wiz kids - a unique edutainment service 3 Adarsha College Of Management & Science
CUSTOMER SATISFACTION Tata Sky launches pay-per-view service - Showcase Tata Sky Launches Actve Sports on ESPN STAR Sports Television finally becomes interactive with Tata Sky Tata Sky Satellite Television Service Launches Across the Country Tata Sky partners with Humax for set-top boxes Tata Sky selects Sun Microsystems to build state-of-the-art direct-tohome (DTH) television service in India Tata Sky selects Maxus as its media buying partner Tata Sky partners with Thomson for set-top boxes Tata Sky selects NDS systems to create India's most advanced digital and interactive DTH service 2005 TATA - STAR DTH venture signs lease agreement with ISRO TATA - STAR DTH Venture Receives Ministry's Clearance
WHY TATA SKY? Tata Sky satellite television service will redefine your TV viewing experience by offering you greater choice, control and convenience. Greater choice •
Watch a wide array of your favorite television channels in DVD quality picture and CD quality sound
•
Get your favorite recipes when you want on Actve Cooking
•
Play interactive games on your TV with Actve Games
•
Order once and enjoy the latest movies with a single ad-
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CUSTOMER SATISFACTION break through the day on Showcase •
Learning games for children on Actve Wizkids
•
Find out what each day has in store for you with Ganesha Speaks
Reater control •
Watch cricket with multiple camera angles, choice of commentary language and highlights on-demand only on Actve Sports
•
Go directly to your favorite news section on Actve STAR News
•
Regulate what your children watch on TV with parental control
Greater convenience •
Get a 7-day listing of all programmes on TV with guide
•
Catch a news story as it breaks, simultaneously on four channels on Actve Newsroom
•
Use the search & scan banner to find out what’s playing on other channels without changing the channel you are watching
•
Enjoy fixed channel positions and uniform volume levels across all channels
•
Experience uninterrupted viewing. No longer get affected
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CUSTOMER SATISFACTION by neighborhood power cuts. Enjoy uninterrupted television as long as you have electricity in your house.
PART: B :- ABOUT SUBJECT DEFINITIONS American marketing Association defines a market as “the aggregate demand of the potential buyers of the commodity or services” Prof. JEVONS defines a market as “any body of persons who are in intimate business relations and carry on extensive transactions in any Commodity”. Thus, market may be defined as a relationship between consumer and producer occurring or established at a time and place and at a value mutually agreeable and acceptable to both the parties.
American Marketing Association has defined marketing as “The performance of business activities that direct the flow of goods and services from producer to consumer or user”
According to EFL Breech:
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CUSTOMER SATISFACTION “Marketing is the process of determining customer demands for a product or service motivating its sales and distributing it into ultimate consumption at a profit”. -Philip kotler.
“Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others”
Market & Marketing:Marketing is so basic that it cannot be considered a separate function. It is the whole business seen from the point of view of its final result. That is from the customers’ point of view. - Peter Drucker Market Origin and meaning:The term “market” is derived from the Latin word ‘Marcatus’ which means merchandise, trade or a place where business is conducted. In ordinary language the term market means a place where goods are bought and sold. Market need not necessarily means any particular place. It is wider in scope.
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CUSTOMER SATISFACTION CONSUMER BEHAVIOUR 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, how and from whom to purchase goods and services”.
Definitions: According to US consumer affairs department, it costs five times more to gain a new customer that to retain and existing one. Other studies have reported that with just increase in customer retention a firm can raise its profitability customers spend slowly at first, but with succeeding years of 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 marketing channels, and in turn. • Expanding the market ever in the face of knee competition.
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CUSTOMER SATISFACTION Importance of marketing in today’s 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 varied and innumerable needs and wants of consumers. Marketing facilities mass production. It will lower the cost of production and prices to consumers. Lower price to consumers means a real rise in the national income. 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 collection of activities that are performed to design, produce market, deliver and support its product. The value chain identification strategically relevant activities that create valve and lost in business. These nine value creating activities which consists of five primary activities and four supporting activities.
The primary activities represent the sequence of bringing materials into business (inbound logistics) converting them into final products 9 Adarsha College Of Management & Science
CUSTOMER SATISFACTION (operations) shipping out the final products (out bound logistics), marketing them and serving them The supporting activities are procurements technology development, and firm's infrastructure is handled in certain specialized departments.
CHAPTER 2 RESEARCH DESIGN TITLE OF THE STUDY “CUSTOMER
SATISFACTION
TOWARDS
TATA
SKY
DTH
SERVICES”
STATEMENT OF THE PROBLEM The second half of the last decade witnessed the entry of multinational companies in Indian consumer durables market. These companies being present in all categories, practice aggressive market penetration, market share, and consumer life time value share. Although TATA is a multi product organization, in India it presents only in few TATA motors, TATA Consultancy, TATA Solar etc.,) its strong presence being felt only in motors market. In this stiff competitive environment, marketers like
DISH.T.V , DD Direct Plus, SUN Direct , are
continuously identifying and meeting customers changing demand and 10 Adarsha College Of Management & Science
CUSTOMER SATISFACTION putting their market research efforts to understand consumer behavior and decision making process. This stimulate a need for TATA to identify market and customer pulse to find how customers buy a brand of DTH, who influenced them, what motivates them, what attributes of an DTH is significantly important .. etc., to be one step ahead of competitions. OBJECTIVES OF THE STUDY The study was designed to provide information helpful to ‘TATA’ in 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 DTH systems.
•
To find the most preferred brands of DTH systems.
•
To determine important attributes and factors, consumer considers while choosing a DTH systems.
• To find the influencing factor in while marketing purchase decision. • To know the market share of various brands.
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CUSTOMER SATISFACTION •
To measure the overall performance of the various brands of DTH systems.
SCOPE OF THE STUDY The study is conducted in the city of Kolar for a period of month. It is intended to provide
with information about consumers’ perception
decision making process, which can be used for developing marketing plans to acquire and retain the consumers. This effort is made to known the consumer satisfaction towards TATA SKY. REVIEW OF LITERATURE The preliminary stages of research work were unstructured, undisguised exploratory work. Analysis of secondary data and pilot research with a group of consumers is made to find out the awareness level of the consumers about various brands of DTH systems.
The findings of exploratory research were used to develop questionnaire which with suitable administration and analysis enabled to make depth analysis of likelihood of purchasing TATA SKY, major influencers, image cared by consumer dealers, most preferred perception and perception towards TATA SKY brand. Personal interviews will also Be conducted with potential and existing consumers this was in form of cross sectional descriptive research. 12 Adarsha College Of Management & Science
CUSTOMER SATISFACTION
HYPOTHESIS Influences of commercial sources on consumers in view of purchasing the TATA SKY systems. Alternative Hypothesis is that influence of commercial sources on consumers in market significantly different when it is compared to other brands. 1. Sales of TATA SKY systems are declining due to rise of other new
different brands of Systems. 2. Sales are not affected due to introduction or raise of other new
different brands of DTH systems.
OPTIONAL DEFINITION OF CONCEPTS
Marketing management: Marketing management is a functional area of business management. 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: 13 Adarsha College Of Management & Science
CUSTOMER SATISFACTION 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, how and from whom to purchase goods and services”.
SAMPLING DESIGN
Sampling unit/ respondent profile The consumers intend to be administered with the questionnaire were prospects and existing consumers with purchasing and influencing power. This includes member of house holds who are either decisionmaking or influencer for purchase decision to a large extent. Sampling size: A representative sample (sample size 100) of the potential and existing users was selected by the methods of judgment sampling. It includes a mix of people from different income group and occupations. Another sample the constituted major dealers were selected by the simple random sampling.
METHODOLOGY Research in common parlance refers to a search of knowledge. One can also define research as a scientific and systematic search for 14 Adarsha College Of Management & Science
CUSTOMER SATISFACTION pertinent information on a specific topic. In fact research is an art of scientific investigation, where in you move from the known to the unknown. Marketing research is defined as the systematic and objective approach to the development and provision of information for the marketing management decision making process, it is this function that links the marketers to consumers and public through information, refine and evaluate marketing actions, to monitor marketing performance, and to improve understanding of the marketing process. It is the specification of method and procedure for acquiring the information of the method and procedure for acquiring the information needed. It is overall operational pattern of frame work of the project that stipulates what information is to be collected from which sources using what procedures. This type of study is factual and is very simple.
TYPE OF RESEARCH PLUS TOOLS FOR DATA COLLECTION Primary data:
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CUSTOMER SATISFACTION Personal interviews will be conducted followed by a purpose specific questionnaire administration designed to obtain data from respondents. It contained quantitative research questions to understand the attitude and perception towards buying behavior.
Secondary data: Literature available in the field of consumer friendly TATA SKY systems was thoroughly studied. The sources of this information were newspapers, journals, magazines, internet and publications.
PLAN OF ANALYSIS The data collected was classified and tabulated for analysis purpose and charts and graphs are used to find the conclusions. After collecting all the information was transferred to a worksheet the data relating to set of the objectives was then classified and the findings recovered after which the data was graphically represented.
Here some special statistical techniques are used some of them are mentioned below: • Sampling statistics. 16 Adarsha College Of Management & Science
CUSTOMER SATISFACTION • Chi square analysis. • Analysis of variants. • Correlation
REFERENCE PERIOD The duration of the study is 30days
LIMITATIONS OF THE STUDY •
It is one time study.
• The study is restricted to Bangalore city and the findings may not be applicable to any other geographical location. • Non-coverage error – because of inadequacies in the sampling frame / design. Field error – respondents may have provided responses, which differ from what is actually true to correct.
CHAPTER SCHEME Chapter 1: 17 Adarsha College Of Management & Science
CUSTOMER SATISFACTION INTRODUCTION The first chapter is the introduction to the study. It provides basic information about the study and the theoretical background of the study. Chapter 2: RESEARCH DESING The second chapter is about the design of the study. It gives an outline about the project such as the statement of the problem, needs, its objectives, scope, sampling techniques, sampling design and tools for collecting data, limitations and overview of the project.
Chapter 3: COMPANY PROFILE The third chapter is the profile of the Company & its Functional departments. It gives a detailed description about the origin of the TATA Company in India. The chapter outlines the growth, developments and present status, future prospects and plans of the company.
Chapter 4: DATA ANALYSIS AND INTERPRETATION
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CUSTOMER SATISFACTION The fourth chapter is the data analysis and interpretation. It gives description about the tabulation, interpretation, and analysis of the primary data collected by the use of the questionnaire for the survey. Chapter 5: SUMMARY OF FINDINGS AND CONCLUSION The fifth chapter is the summary of Findings and conclusions It gives a brief summary of finding and conclusions about the project undertaken. Chapter 6: RECOMMENDATIONS AND SUGGESTIONS The sixth chapter is the recommendations and suggestions. It gives a brief recommendations and suggestions about the project undertaken. Chapter 7: APPENDICES AND ANNEXURE This section contains the questionnaire, which was used to collect the data from the respondents
Chapter 8: BIBLIOGRAPHY The bibliography from where information was gathered.
CHAPTER 3 19 Adarsha College Of Management & Science
CUSTOMER SATISFACTION COMPANY PROFILE
Inception:
Incorporated in 2004, Tata Sky is an 80:20 joint venture between the Tata Group and STAR, offering viewers a world-class television viewing experience through its direct-to-home (DTH) television service. The Sky brand, owned by the UK-based British Sky Broadcasting Group, has more than 20 years of experience in satellite broadcasting, and is well known for its innovative products and services. With this service, Tata Sky has joined a select international group of DTH businesses that operate in areas as far away as the UK and Italy in Europe, and Mexico and Brazil in Latin America. Areas: Tata Sky offers viewers a variety of popular channels in categories ranging from entertainment, sports, movies and music to news and documentaries in DVD-quality picture and CD-quality sound. The service further aims to empower television viewers with choice, control and convenience through a wide range of programming and interactive features, thus becoming a one-stop shop for all the television entertainment needs of customers.
With state-of-the-art digital infrastructure and partners that include global leaders in digital technology, Tata Sky provides for hardware installation 20 Adarsha College Of Management & Science
CUSTOMER SATISFACTION at subscribers' homes, as well as after-sales service through an extensive customer service network that provides complete customer care. Tata Sky also 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 companies operating in seven business sectors. It has a presence in six continents and holds leadership positions in many industry segments, among them tea, software, automobiles, energy and hospitality. 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 business conglomerates. It comprises 93 operating companies in seven business sectors: information systems and communications, engineering, materials, services, energy, consumer products and chemicals. The Tata Group has operations in more than 40 countries across six continents and its companies export products and services to 140 nations. The Group and its enterprises have been steadfast and distinctive in their adherence to 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 can match. The Tata Group is one of India's largest and most respected business conglomerates, with revenues in 2006-07 of $28.8 billion (Rs129,994 crore), the equivalent of about 3.2 per cent of the country's GDP, and a 21 Adarsha College Of Management & Science
CUSTOMER SATISFACTION market capitalization of $65.32 billion as on February 7, 2008. Tata companies together employ some 289,500 people. The Group's 27 publicly listed enterprises — among them stand out names such as Tata Steel, Tata Consultancy Services, Tata Motors and Tata Tea — have a combined market capitalization that is the highest among Indian business houses in the private sector, and a shareholder base of over 2.9 million. The Tata Group has operations in more than 80 countries across six continents, and its companies export products and services to 85 countries. The Tata family of companies shares a set of five core values: integrity, understanding, excellence, unity and responsibility. These values, which have been part of the Group's beliefs and convictions from its earliest days, continue to guide and drive the business decisions of Tata companies. The Group and its enterprises have been steadfast and distinctive in their adherence to 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 can match. Tata Sky Ltd, the joint venture between the Tata group and Star, announced on Thursday their partnership with Thomson, the set-top box technology major, to support the launch of its direct-to-home (DTH) service in mid 2006. Thomson, will manufacture set-top boxes in India and provide a countrywide after-sales service and support network for Tata Sky customers. Tata Sky is investing in building a high quality
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CUSTOMER SATISFACTION 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 TV services available." The agreement with Tata Sky marks Thomson's entry into the DTH Satellite television market with set-top boxes developed and customized for Tata Sky at its R&D centre in Bangalore.
TYPE
Tata Sky Ltd., a joint venture of TATA and STAR, is committed to build a state-of-the-art Digital infrastructure for Pay Television in India. Tata Sky 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 interactive services. NATURE The Tata Group comprises 98 operating companies in seven business sectors:
information
systems
and
communications;
engineering;
materials; services; energy; consumer products; and chemicals. The Group was founded by Jamsetji Tata in the mid 19th century, a period when India had just set out on the road to gaining independence from British rule. Consequently, Jamsetji Tata and those who followed him aligned business opportunities with the objective of nation building. This approach remains enshrined in the Group's ethos to this day. 23 Adarsha College Of Management & Science
CUSTOMER SATISFACTION Tata Sky is set to revolutionise television viewing in India through its superior digital quality picture and sound. The service aims to empower the Indian viewer with Choice, Control and Convenience through its wide array of programming choices and interactive features. Tata Sky offers viewers a variety of channels ranging from entertainment, sports, movies and music to news and documentaries in DVD quality picture and CD quality sound.
TATA Brand The Tata Group is one of India's largest and most respected business conglomerates. It comprises 93 operating companies in seven business sectors: information systems and communications, engineering, materials, services, energy, consumer products and chemicals. The Tata Group has operations in more than 40 countries across six continents and its companies export products and services to 140 nations. The Group and its enterprises have been steadfast and distinctive in their adherence to 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 can match
BOARD OF DIRECTORS
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CUSTOMER SATISFACTION Mr R N Tata
(Chairman)
Mr James Leng
(Non - Executive Deputy Chairman)
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 Subodh Bhargava
(Board Member)
Mr Jacques Schraven
(Non - Executive Independent Director)
Dr Anthony Hayward
(Non - Executive Independent Director)
Mr Philippe Varin
(Non - Executive Non independent Director)
Mr B Muthuraman
(Managing Director)
Dr T Mukherjee
(Non Executive Director)
Mr Andrew Robb
(Non Executive Independent Director)
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CUSTOMER SATISFACTION MANAGEMENT Mr B Muthuraman
Managing Director
Mr H M Nerurkar Chief Operating Officer (Steel) Mr A D Baijal
Vice President (Global Mineral Resources)
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 (Flat Products & Long Products)
Mr Varun K Jha
Vice President (Chhattisgarh Project)
Mr Avinash Prasad
Vice President (Industrial Relations)
Mr Abanindra M. Vice President (Raw Misra Materials) Mr Om Narayan
Vice President (Safety & Services)
Mr HC Kharkar
Vice President
Mr Partha Sengupta
Vice President (Corporate Services)
Mr Radhakrishnan Nair
Chief Human Resource Officer
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CUSTOMER SATISFACTION ORGANIZATIONAL CHART
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CUSTOMER SATISFACTION BUSINESS OPERATIONS IN INDIA
Name of state
Email address of nodal officer
Andhra Pradesh
[email protected]
Arunachal Pradesh
[email protected]
Assam
[email protected]
Bihar
[email protected]
Chhattisgarh
[email protected]
Goa
[email protected]
Gujarat
[email protected]
Haryana
[email protected]
Himachal Pradesh
[email protected]
Jammu and Kashmir
[email protected]
Jharkhand
[email protected]
Karnataka
[email protected]
Kerala
[email protected]
Madhya Pradesh
[email protected]
Maharashtra
[email protected]
Manipur
[email protected]
Meghalaya
[email protected]
Mizoram
[email protected]
Nagaland
[email protected]
Orissa
[email protected]
Punjab
[email protected]
Rajasthan
[email protected]
Sikkim
[email protected]
Tamil Nadu
[email protected]
Tripura
[email protected]
Uttar Pradesh
[email protected]
Uttarakhand
[email protected]
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CUSTOMER SATISFACTION West Bengal
[email protected]
SERVICE PROFILE Extensive Customer Service Network Tata Sky has established an extensive customer service network across the country. It has engaged a field force of approximately 3000 service engineers who are complemented by high-end 24x7 call centers, manned by multi-lingual customer service associates, trained to solve all customer problems. Tata Sky takes direct responsibility for installing and servicing the hardware at every subscriber's home, thereby ensuring the highest levels of customer service. Tata Sky retails 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 • • Satellite: Tata Sky has leased all 12 Ku-Band transponders on ISRO’s Indian satellite, INSAT 4A, the most advanced and highpowered KU-Band communication satellite in the region, 29 Adarsha College Of Management & Science
CUSTOMER SATISFACTION developed keeping in mind local requirements. The satellite enables Tata Sky to offer superior picture and sound quality with a wide range of channels. • • Business Support Software: NDS: Tata Sky has partnered with NDS, the leading provider of technology solutions for pay television. NDS systems has played a key role in the end-to-end system architecture and launching the nationwide digital service. The NDS VideoGuard conditional access solution provides superior broadcast security, and enables Tata Sky to offer multiple programming and pricing packages. Siebel: Tata Sky has selected Siebel, leaders in Customer Relationship Management (CRM) software, to support operations across the areas of call centre and field service operations, customer order management . Kenan: Comverse’s Kenan FX billing software has been selected to support billing for all residential, institutional and commercial customers. The Kenan software has been enhanced specifically 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 by Tata Sky to support the 30 Adarsha College Of Management & Science
CUSTOMER SATISFACTION company’s materials management, sales and distribution, finance and control and human resources requirements. • • IT: Sun Microsystems: Tata Sky has selected Sun Microsystems to provide world-class technology infrastructure, which helps the company to deliver high-level service standards for its Satellite Television service. The servers ensure maximum uptime, fault recovery and load management. Sun has also provided Tata Sky with installation, engineering expertise and support.
• • Digicomp: Tata Sky has partnered with Thomson and Humax, world leaders in digital broadcast technology for building top-of-the line digicomps, customised specifically for the Indian markets. The technology’s feature rich design enables Tata Sky to deliver multiple programming, pricing packages and interactive services to its customers. • • Systems Integration: Tata
Consultancy Services (TCS) : TCS is a Systems
Integration partner for Tata Sky Ltd. It supports IT operations in the areas of billing, ERP and other customer care and employee related internal facing applications. 31 Adarsha College Of Management & Science
CUSTOMER SATISFACTION • • Service Support: SerWizSol: SerWizSol provides Tata Sky with three high-end call centres
offering round-the-clock support in 11 different
languages at Pune, Hyderabad and Mohali.
MARKET SHARE: Direct to Home (DTH) was un heard of in this region comprising states of Punjab and Haryana a few years ago but in the last few months, people have lapped up DTH in a big way. Enquries by FE reveal that Tata Sky, though a late entrant has been able to sell more than three lakh units in Punjab alone in just six months. In Chandigarh Union Territory, it has sold about 25,000 units in the last six months itself. Tata Sky has undoubtely emerged a leader in DTH sales in this region.
COMPETITORS •
Dish T.V
•
DD Direct Plus
•
Star T.V
32 Adarsha College Of Management & Science
CUSTOMER SATISFACTION •
SUN Direct
FUTURE PROSPECTS: Vision Tata Sky aims to revolutionise Indian entertainment by offering superior DVD quality picture and CD quality sound. Tata Sky envisions: Connecting every television home Empowering every television viewer Revolutionizing home entertainment
Tata Sky crosses 1 million mark in record time Aims 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: achieved 87% brand awareness within the first six months of launch
•
Expanded its product offering from 55 television channels at the time of launch to over 120 channels and interactive services (Actve Games, Actve Sports, Actve STAR News, Actve Khabar, Actve Newsroom and Actve Wizkids)
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CUSTOMER SATISFACTION •
Launched Actve Wizkids, the first-of-its-kind education based interactive service in the world that teaches children through learning games
•
Set up state-of-the-art digital infrastructure including an uplink centre in Gurgaon and three high-end 24x7 call centres in Hyderabad, Mohali and Pune supporting 11 languages (English, Hindi, Marathi, Gujarati, Punjabi, Malayalam, Kannada, Tamil, Telegu, Oriya and Bengali)
•
Expanded its distribution network from 300 towns and 10,000 dealers at the time of launch to 4,500 towns and 30,000 dealers across the country
•
Simultaneously trained 5000 people in a span of 6 months across 180 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 satisfaction scores (eQ Score = 88 according to the Nielsen study)
•
Introduced first-time ever interactive television promotions across popular television channels including Sony (Indian Idol highlights on-demand), STAR World & STAR One (Koffee with Karan Contest) and STAR Gold (Tata Sky Pure Gold Krrish Contest & Tata Sky Pure Gold Don Contest)
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CUSTOMER SATISFACTION GROWTH OF THE COMPANY Tata Sky is investing in building a high quality digital infrastructure in the country to offer a superior television viewing experience to Indian households. The service will enhance the choice for viewers looking for the best of pay television services in the country. Tata Sky aims to become India's largest digital television platform, offering consumers a wide array of programming choices with interactive features and superior picture and sound quality. Company profile according to 7S model: The 7S frame work was developed by the consultants at the McKinsey Company, a very well known management consultancy firm, in US, towards the end of 70s to diagnose the causes of organizational problems and to formulate program improvement.
McKinsey 7S framework According to Waterman et al., organizational change is not simply a matter of structure, although structure is a significant variable in the management of change. Again it is not a simple relationship between strategy and structure, although strategy is a critical aspect. In their view effective organizational change may be understood to be a complex relationship between strategy, structure, systems, style, skills, staff and super co-ordinate goals.
The framework suggests that there is a multiplicity of factors that influence organizations ability to change and its proper mode of change. 35 Adarsha College Of Management & Science
CUSTOMER SATISFACTION Because of interconnectedness of the variables it would be difficult to make significant progress in one area without making progress in the others as well.
1. SUPER CO-ORDINATE GOALS GOALS AND MAJOR ACTION PLANS: In 7-S frame work there is one variable termed as “super coordinate goals” which may be considered to be equivalent of the term “organizational purpose”. According to the proponents of the McKinsey framework, super ordinate goals refer to a set of values and aspirations that goes beyond the conventional formal statement of corporate objectives. Super ordinate goals are the fundamental ideas around which a business is built. They are its main values. They are the broad notions of future directions. The ultimate goal is to make TATA Pvt Ltd., as a reputed profitable company in India. With this aim in mind, TATA PVT LTD has 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.
36 Adarsha College Of Management & Science
CUSTOMER SATISFACTION • To strive for excellence in management and other long – range activities to ensure leadership. •
To provide good quality DTH to their customers and build a high degree of brand with them.
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 own R&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, always striving for excellence, within the frame work of the law and which pride in ethical values. 37 Adarsha College Of Management & Science
CUSTOMER SATISFACTION • Investing in the core brands to meet ever-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 VALUES AND ASPIRATIONS Ensure success through high performance by people. Regular visits by HR team are being made to all plants to meet the employees 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 utilization of man power POLICIES • QUALITY POLICY • Participation of all concerned in an atmosphere of cooperation & oneness • Importing training and enhancing development of all employees in the organization 38 Adarsha College Of Management & Science
CUSTOMER SATISFACTION • Delivering quality products, services at a competitive price & to achieve customer satisfaction on time • Achieving and sustaining leadership through a concerted effort towards creativity and innovation. •
Facilitating absolute decision ,taking through the adequate use of data
• Promoting a team based culture, which encompasses human values and ethics
3. SYSTEM The concept of system includes the training & development system, performance evaluation system, recruitment, production planning & control, cost accounting procedure, capital budgeting system etc.,
TRAINING AND DEVELOPMENT IN TATA PVT LTD •
Training in TATA PVT LTD is aimed at the systematic development of knowledge, skills, attitude and teamwork.
•
Training & development of personal skills is considered a high priority area for the TATA PVT LTD
39 Adarsha College Of Management & Science
CUSTOMER SATISFACTION •
The organization philosophy revolves around the development of people in this own jobs in such a manner so as to prepare them to face any difficulties.
Enhancement of skills Suitable training is imparted to enhance the multiple skills of the executives and to enrich their multi-functional tasks. Programs are undertakes keeping in view the dynamic changes in the environment which are contributed by rapid technological obsolescence. Sever competition with emerging globalization of markets, increasing consumerism, new concepts of accountability and social responsibility among others.
Attitudinal change in the employee’s 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 competitive dominance.
PERFORMANCE APPRAISAL 40 Adarsha College Of Management & Science
CUSTOMER SATISFACTION People come first in the new business paradigm. The success of an organization essentially depends upon the effective harnessing and utilization of this resource. It is imperative for an organization to constantly nurture people and have their capabilities for optimal performance.
Performance evaluation aligns the organizational objectives with the individual’s performance and bridges the gap between the two through 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 41 Adarsha College Of Management & Science
CUSTOMER SATISFACTION • Fostering innovation and creativity • Ability to get along with others • Quality and quantity of work
SCOPE:
• Annual appraisal: Applicable to all regular employees who have completed minimum six months of service in the organization
• Periodical appraisal: Applicable to trainers and probationers
Procedure for recruitment: To fill up the vacancies as approved by the management, two sources will be identified such as: • Internal source • External source
42 Adarsha College Of Management & Science
CUSTOMER SATISFACTION • Preference will be given for internal source by tapping the potentials of the employees possessing multiple skills who can be redeployed • In case on non redeployment of the existing employees, external source will be adopted either by approaching, data bank, employment offices, and advertisements. Source where ever it may be mainly follows government rules and regulations before appointing new candidates.
On receipts of applications through external sources, through screening will be done at the department tend. The short listed candidates will be called & interviewed by a committee consisting of respective HOD/section heads & one representative from HR department. The selection will be made based on the over all performance of the candidate and who has pee the company’s 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 be issued subject to their medical fitness duly certified by our medical superintendent. 43 Adarsha College Of Management & Science
CUSTOMER SATISFACTION On joining, the candidate will be required to fill up the joining report 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 are maintained.
4. STYLE Style is one of the seven levers which top managers can use to bring about organizational change. The style of organization according to the McKinsey’s framework becomes evident through the patterns of actions taken by embers of the top management team over period of time.
Human Resource Department: • Working environment. •
Discipline.
• Health & safety.
44 Adarsha College Of Management & Science
CUSTOMER SATISFACTION Work culture: •
Effective communication.
•
Working rules and regulations.
•
Attendance.
•
Paid holidays.
•
Leave.
•
Probation.
•
Deputation.
TATA PVT LTD has various departments under its wing. At any point of time, concerned departments may request the services of any employee of another department for a particular assignment. In such a case, the required employee may be put on deputation for that specific job.
5. STRUCTURE The design of the organizational structure is a critical task of the top 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 the departmental data. 45 Adarsha College Of Management & Science
CUSTOMER SATISFACTION
6. SKILLS: Waterman et al considers “skills” as one of the most crucial attributes or capabilities of an organization. The term “skills” include those characteristics which most people are to describe a company’s distinctive competence. The dominant skills are the distinctive competences of an organization are part or the organizational character.
ENHANCEMENT OF SKILLS Suitable training is imparted to enhance the multiple skills of the executives and to enrich their multi-functional tasks. Programs are undertaken keeping in view the dynamic changes in the environment, which are contributed by rapid technological obsolescence. Sever competition with emerging globalization markets, increasing consumerism, new concepts of accountability and social responsibility among others.
7. STAFF:
46 Adarsha College Of Management & Science
CUSTOMER SATISFACTION In the McKinsey 7-S frame work the term “staff” has a specific connotation, according to Waterman et-al the term “staff” refers to the way organizations introduce young recruits into the main stream of their activities and the manner in which they manage their careers as the new entrants develop into future managers. In TATA PVT LTD has a well established system of recruiting graduates from well-known institutions and providing them with on the job training in a no. of functional areas before deciding on the final placement in consultation with the person concerned.
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CHAPTER 4 DATA ANALYSIS AND INTERPRETATION ANALYSIS AND INTERPRETATION OF CONSUMERS Table no 1: Age group of respondents
AGE
NO. OF
PERCENTAGE OF
22-30 30-40 40-50 Above 50 Total
RESPONDENTS 54 28 14 4 100
RESPONDENTS 54% 28% 14% 4% 100%
Source: Survey Interpretation: 54% of the respondents belong to the age group of 22-30, followed by 28% belongs to 30-40 years age group. The majority of the end users are basically influenced by their work culture in their society. The nature of the work done is within house hold.
48 Adarsha College Of Management & Science
CUSTOMER SATISFACTION Chart: 1
AGEGROUPOFRESPONDENTS 22-30
30-40
40-50
Above 50
4% 14% 28%
54%
Inference:
The need of TATA Sky DTH systems is compulsory for all age group, but the age group between 22-30 is more dominant among respondents.
Table No 2: Gender of the respondents 49 Adarsha College Of Management & Science
CUSTOMER SATISFACTION
SEX
NO. OF
% OF
MALE FEMALE Total
RESPONDENTS 78 22 100
RESPONDENTS 78% 22% 100%
Source: survey
Interpretation:
Most of the DTH Systems users were found to be male due to passion and status. They also show their profession and job carried out. And female respondents are more likely housewives with some social gathering status.
Chart: 2
Gender of the respondents MALE
FEMALE
22%
50 Adarsha College Of Management & Science
78%
CUSTOMER SATISFACTION
Inference:
Male respondents are more than female respondents because the products are usually more used by male.
Table No 3: Qualification of the respondents
QUALIFICATION
NO. OF
% OF
GRADUATES POST GRADUATES
RESPONDENTS 52 18
RESPONDENTS 52% 18%
51 Adarsha College Of Management & Science
CUSTOMER SATISFACTION OTHERS Total
30 100
30% 100%
Source: survey
Interpretation:
It is found that the 52% of the uses are graduates in different fields mainly considering of the engineers and 18% of post graduates constituting of MBA, MCA, MSc other constitute businessmen who have done job oriented courses, diploma holders etc.,
Chart: 3
52 Adarsha College Of Management & Science
CUSTOMER SATISFACTION
Qualificationof the respondents NO. OF RESPONDENTS
% OF RESPONDENTS
52
52%
18
18%
30 30%
GRADUATES POSTGRADUATES
OTHERS
Inference:
According to the survey, majority of the respondents are educated and aware of the produce.
Table No 4: Occupation of the respondents
OCCUPATION
NO. OF
53 Adarsha College Of Management & Science
% OF
CUSTOMER SATISFACTION SELF EMPLOYED GOVT. EMPLOYED PVT. EMPLOYEES OTHERS Total
RESPONDENTS 16 14 30 40 100
RESPONDENTS 16% 14% 30% 40% 100%
Source: survey
Interpretation:
Depending on the occupation 16% is elf employed, successfully running their business and consultancy center and major users are the officials and students.
Chart: 4
54 Adarsha College Of Management & Science
CUSTOMER SATISFACTION
tle T is x A
Occupationof the respondents 40 35 30 25 20 15 10 5 0
NO. OF RESPONDENTS %OF RESPONDENTS
Inference:
Employment plays a vital role in buying process, so most of the respondents are employed.
Table No 5: Income group of the respondents
55 Adarsha College Of Management & Science
CUSTOMER SATISFACTION INCOME GROUP
NO. OF
% OF
LESS THAN 1 LAKHS 1 LAKHS TO5 LAKHS 6 LAKHS TO 15 LAKHS ABOVE 15 LAKHS
RSPONDENTS 40 50 10 0
RSPONDENTS 40% 50% 10% 0%
Source: survey
Interpretation: Majority of the population fall in the income group between 1 to 5 lakhs who are professional like engineers, doctors, MBS’s and businessmen are conscious about their fair knowledge regarding DTH systems. Around 40% of the respondents fall below the 1 lakhs income group and are executives and officials who intend to buy DTH systems. 10% of the respondents are self employed.
Chart: 5
56 Adarsha College Of Management & Science
CUSTOMER SATISFACTION
Inference:
Income of the consumers mainly decides the purchase decision of the buyers.
Table No 6: Awareness level of the DTH Systems by the respondents 57 Adarsha College Of Management & Science
CUSTOMER SATISFACTION
BRAND
NO. OF
Dish T.V DD Direct Plus Star T.V Sun Direct TATA SKY Total
RESPONDENTS 34 35 25 18 30 100
% OF RESPONDENTS 34% 35% 25% 18% 30% 100%
Source: survey Interpretation: Majority of population are aware of Doordarshan and Dish T.V brands of DTH Systems because of their advertisement Brand loyalty
Chart: 6
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CUSTOMER SATISFACTION
Inference: DD Direct Plus is one of the well known brands of DTH Systems because it has got a good advertising strategy.
Table No 7: Advertisement recall of DTH Systems in visual media
ADVERTISEMENT
NO. OF
% OF
RESPONDENTS
RESPONDENTS
59 Adarsha College Of Management & Science
CUSTOMER SATISFACTION TATA SKY DISH T.V DD Direct Plus SUN Direct STAR T.V Yotal
30 28 31 21 13 100
30% 28% 31% 21% 13% 100%
Source: survey Interpretation: Majority of the population recall the visual advertisement of TATA SKY because of its brand image in other consumer durables DD share of 31%, which makes it a close competitor to TATA SKY. DISH T.V has 28%, SUN Direct has 21% and STAR T.V has 13%.
Chart: 7
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CUSTOMER SATISFACTION
Inference:
The advertising strategy is good but to attract more customers it need to enhance its advertisement.
Table No 8: Buy intention of non-users DTH Systems BRANDS
NO. OF
TATA SKY DISH T.V
RESPONDENTS 24 06
61 Adarsha College Of Management & Science
% OF RESPONDENTS 24% 06%
CUSTOMER SATISFACTION DD Direct Plus SUN Direct STAR T.V Total
24 18 04 100
24% 18% 04% 100%
Source: survey Interpretation: Majority of the population prefer to buy TATA SKY and DOORDARSHAN because of its slim appearance, low price and the awareness level. Sun Direct with 18% because of their quality and service aspect.
Chart: 8
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CUSTOMER SATISFACTION
Inference:
The buying trend towards TATA SKY will increase because of its slimness, low price.
Table No. 9: Important factors and attributes in buying behavior of the respondents ATTRIBUTES PRICE DURABILITY DESIGN BRAND NAME TECHNOLOGY
1 30 06 08 06 28
2 16 10 16 18 26
3 12 20 12 12 12
4 12 20 14 20 12
63 Adarsha College Of Management & Science
5 08 24 28 04 08
6 08 14 16 12 30
7 09 10 12 16 14
CUSTOMER SATISFACTION POWER
10
CONSUMPTION SERVICE Total
16 100
8
10
06
12
16
20
06 22 16 100 100 100 Source: survey
10 100
12 100
14 100
Interpretation: Price and technology are considered as very important attribute of buying followed by power consumption and serviceability as next important aspect. Brand name and durability to be considered after the above and lastly with respect to design. INDIA is a developing country and people are always worried about price fluctuations where a small decrease in price result in increased consumption in order to save some money.
Chart: 9 Important factors and attributes in buying behaviour of the respondents 2 2 0 1 0 8 1 1 1 1 5 1 6 1 4 14 1 4 3 1 1 11 2 1 2 1 0 00 9 0 8 8 8 8 8 7 6 666 6 6 6 66 6 5 5 5 5 5 4 4 4 4 4 4 4 4 4 33 3 33 3 3 3 2 2 2 2 0 1 2 3 4 5 6 7
PRIC DURABILIT & Science College Of Management 64 Adarsha E BRAND NAME SERVIC E
Y TECHNOLOG Y
DESIG N POWER CONSUMPTION
CUSTOMER SATISFACTION
Inference: Inference:
When asked about attributes of DTH
Systems of TATA SKY
most of the respondents have given positive answer.
Table No.10: Influencers in buying behavior of a DTH System
INFLUENCER
NO. OF
PERCENTAGE
SPOUSE SHILDREN DEALER FRIENDS RELATIVES OTHERS Total
RESPONDENTS 06 24 10 50 04 06 100
06% 24% 10% 50% 04% 06% 100%
Source: survey 65 Adarsha College Of Management & Science
CUSTOMER SATISFACTION Interpretation: With respect to the influencers in buying behavior, friends are considered as the most important influencers with 50% because; they create first impression on the respondents. Children’s follow next as important influencing factor at 24%, dealers influence by 10%, spouse and others by 6% and relatives found to be at the lowest with only 4%.
Chart: 10
Inference:
66 Adarsha College Of Management & Science
CUSTOMER SATISFACTION The opinion about TATA SKY DTH SYSTEM is good which in turn influence their friends to buy them.
Table No.11: Best medium of information to customers regarding DTH Systems. BEST MEDIUM
NO. OF
PERCENTAGE
MAGAZINE PAMPHLETS NEWS PAPERS TV Ads RADIO OTHERS Total
RESPONDENTS 06 08 24 43 13 06 100
06% 08% 24% 43% 13% 06% 100%
Source: survey
Interpretation: TV advertisements are considered as the most important influencer because, it creates the first impression on the audience and most influencing medium followed by News papers and Radios with 24%, and 67 Adarsha College Of Management & Science
CUSTOMER SATISFACTION 13%. And the least informing media are pamphlets, magazines and others.
Chart: 11
Inference:
Television is the best mode of communication message to the target audience; it is the most influencing means of conversing.
68 Adarsha College Of Management & Science
CUSTOMER SATISFACTION
Table No.12: Different brands of DVD players owned by the respondents
BRANDS
NO. OF
PERCENTAGE
TATA SKY DISH T.V DD Direct Plus SUN Direct STAR T.V Total
RESPONDENTS 22 19 35 13 11 100
22% 19% 35% 13% 11% 100%
Source: survey Interpretation: Majority of the population own DOORDARSHAN due to its technology and design. 22% of the respondents own TATA SKY.
Chart: 12
69 Adarsha College Of Management & Science
CUSTOMER SATISFACTION
Inference:
The competition is very high, so it needs to change some attributes to improve its sales.
Table No.13: Over all performance of respondents to TATA SKY DTH Systems 70 Adarsha College Of Management & Science
CUSTOMER SATISFACTION
RESPONSE
NO.OF
PERCENTAGE
EXCELLENT GOOD FAIR POOR BAD Total
RESPONDENTS 40 36 22 01 01 100
40% 36% 22% 01% 01% 100%
Source: survey
Interpretation: Majority of the population feel good with respect to over all performance of the product and 40% with good opinion and 36% as fair
Chart: 13
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CUSTOMER SATISFACTION
Inference:
The performance of TATA SKY DTH SYSTEM according to the respondents is good but it needs to improve in some aspects.
Table No.14: Purchasing perception
BRANDS
NO. OF RESPONDENTS
72 Adarsha College Of Management & Science
PERCENTAGE
CUSTOMER SATISFACTION TATA SKY DISH T.V DD Direct Plus SUN Direct STAR T.V Total
22 34 18 14 12 100
22% 34% 18% 14% 12% 100%
Source: survey Interpretation: Majority of the populations opt for Dish T.V as having their second brand of DTH system due to its price, features and design aspects. 34% of the respondents opt for Doordarshan for its quality, size and service provided by them. 22% of the respondents opt for TATA SKY mainly for its price and features.
Chart: 14
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CUSTOMER SATISFACTION
Inference:
DISH T.V is considered as strong competitors to TATA SKY as it has more consumer than TATA SKY.
Table No.15: Executive dealers of DTH Systems
BRANDS
NO. OF
74 Adarsha College Of Management & Science
PERCENTAGE
CUSTOMER SATISFACTION TATA SKY DISH T.V DD Direct Plus SUN Direct STAR T.V Total
RESPONDENTS 06 03 03 02 01 15
40% 20% 20% 13% 7% 100%
Source: survey
Interpretation: The survey conducted shows the dealers for various brands in Kolar city with TATA SKY,DISH T.V each sharing the same dealers followed by others.
Chart: 15
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CUSTOMER SATISFACTION
Inference:
The number of executive dealers of TATA SKY is better but it has to increase the number in order to capture more market share.
Table No.16: Dealers counter size of DTH Systems
COUNTER SIZE
NO. OF
76 Adarsha College Of Management & Science
PERCENTAGE
CUSTOMER SATISFACTION LESS THAN 50 50-100 100-200 200 AND ABOVE Total
RESPONDENTS 08 05 02 00 100
53% 33% 14% 00% 100%
Source: survey
Interpretation:
With respect to different types of DTH systems that dealer’s store are based on the demand and fast moving brands.
Chart: 16
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CUSTOMER SATISFACTION
Inference:
Demand on some of the DTH Systems of TATA SKY brand is less. It has to indirectly enhance the demand for their products.
Table No. 17: Average sales per month.
78 Adarsha College Of Management & Science
CUSTOMER SATISFACTION NO. OF UNITS
NO. OF
PERCENTAGE
LESS THAN 5 6 TO 10 11 TO 15 16 TO 20 Total
RESPONDENTS 05 09 01 00 100
33% 60% 07% 00% 100%
Source: survey
Interpretation:
The above studies show that 48% of the dealers will sell only 5 units or less than 5 units per month. 40% of the dealers will sell 6 to 10 units per month and only 12% of the dealers will sell nearly 11 to 15 units per month.
Chart: 17
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CUSTOMER SATISFACTION
Inference:
Sales of TATA SKY in relatively less, it need to take some sales promotional techniques.
Table No.18: Consumer’s preference of DTH Systems today
BRANDS
NO. OF
80 Adarsha College Of Management & Science
PERCENTAGE
CUSTOMER SATISFACTION TATA SKY DISH T.V DD Direct Plus SUN Direct STAR T.V Total
RESPONDENTS 30 22 18 16 14 100
30% 22% 18% 16% 14% 100%
Source: survey
Interpretation:
With respect to consumer preferences today, they prefer TATA SKY because of technology, price and heavy advertisements followed by DISH T.V, because of its reasonable price, product quality and durability.
Chart: 18
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Inference:
When its comes to Brand and preference of consumers TATA SKY lags behind DISH T.V.
Table No. 19: Companies offering DTH Systems along with Services
82 Adarsha College Of Management & Science
CUSTOMER SATISFACTION DIFFERENT
NO. OF
PERCENTAGE
BRANDS TATA SKY DISH T.V DD Direct Plus SUN Direct STAR T.V Total
RESPONDENTS 48 29 12 07 04 100
48% 29% 12% 07% 04% 100%
Source: survey
Interpretation:
In boosting up the sales of DTH systems ,companies offered free Services.
Chart: 19
83 Adarsha College Of Management & Science
CUSTOMER SATISFACTION
Inference:
TATA with reference to DTH systems and DTH production has a healthy competition as there are not that many companies which offers services.
CHAPTER 5 84 Adarsha College Of Management & Science
CUSTOMER SATISFACTION SUMMARY OF FINDINGS AND CONCLUSION •
35% of population is aware of DD because of its aggressive 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 strikes first to their mind because of its frequency of viewing many programs.
•
After DOORDARSHAN’s wide awareness, TATA SKY and DISH T.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 medium of consumer awareness of the products in the market. Friends and children constitute for 50% and 24% respectively, who are considered as good influencers as they are the users of the product and their advice is considered in decision making spouse, others and relatives are considered in the hierarchy of influences regarding the purchase behavior knowledgeable people, satisfied consumers and dealers also hold the influencing weight age.
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•
24% of the non-users of DTH Systems are viewing to buy TATA SKY due to its low price as the key attracting attributes are backed up its looks and availability. Indian consumers are very price sensitive and any slight decrease in price will have an impact on its usage. TATA brand strategy is its penetrating price though it does not 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.
•
24% of the non-users were willing to buy TATA SKY DTH SYSTEMS.
Superior
technology,
differentiated
features,
performance and low power consumption guided their choice.
•
Price technology is very important attributes in buying as one third of consumers consider it very important. Saving power and durability are considered as the next important factor with 5 and 3% respectively
•
24% of the people read news paper and television (43%), most of them watch news channels and very few match entertaining channels.
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•
21% of the DTH Systems users are of TATA SKY followed by DISH T.V, DD Direct Plus,STAR T.V and SUN Direct . It is found that more than 60% of the potential market is untapped and only few DTH systems are operating in this market. There is an opportunity for TATA to create awareness of the uses of DTH Systems among common public thereby increase the consumer lifetime value share.
•
Majority of the population (67%) feel good regarding overall performance of their DTH systems with regard to the attributes such as price, technology and other added benefits. It is an indication to satisfy consumers by providing these facilities in their DTH System.
•
Most of the consumers did not consider consumption, service and design while purchasing their DTH Systems
•
TATA dealers are getting a good margin on the DTH systems from the
company.
Intensive
competition
in
the
market
has
compelled them to pass out major portion of margin provided by 87 Adarsha College Of Management & Science
CUSTOMER SATISFACTION the company to the consumers. This resulting in the form of sales at lower price than what the company proposes to sell.
•
TATA’s strength lies in its technology, looks and advertisements campaign, 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 and less competition in that segment. Its weakness lies in its product range. STAR T.V with its price and looks has strengths and weaknesses are its product parts.
•
Consumers mostly 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 the market.
88 Adarsha College Of Management & Science
CUSTOMER SATISFACTION CONCLUSION This study has to enabled to understand the different intricacies that are involved in the buyer behavior to purchase a consumer durable products. The study throws light upon the different DTH systems in the market, vying with each other to get the attention of buyers. Customers to day are bombarded with advertisements in order to catch the attention of buyers. Major systems in DTH system are also involved in durable products to make their brands a success, such as TATA. Brand extensions seems to have worked extremely well for MNCs such as TATA and DISH T.V in getting the attention of buyers. The marketer’s huge potential with only 12% penetration in the population and in deed a sign for many DTH systems to enter the market. The competition hammered the profits to these companies and lot of money has to be pumped initially, since the market is huge to capture in days to come.
CHAPTER 6 RECOMMENDATIONS AND SUGGESTIONS RECOMMENDATIONS
89 Adarsha College Of Management & Science
CUSTOMER SATISFACTION •
TATA should work on its brand image. Though 34% of populations are aware of TATA SKY and 16% of them could spontaneously recall the advertisements if given a change to think of DTH system. 30% of the populations are aware of TATA SKY advertisement. It is useful for the TATA to make the advertisement that appeal to the masses emotionally by creating the interest in promoting that technology strength of their DTH system. In such a way that the brand influencers like friends and children’s should be impressed for future brand pushes.
• Since most of the people watch television and magazines, pamphlets, news paper and radio made an impact on consumers. People also prefer demonstration, exhibition of information.
•
Most of the people prefer to buy from multi-brand dealers and show
rooms;
TATA
can
concentrate
on
displays
and
demonstrations in the consumer durable showrooms.
•
Consumer awareness is less towards TATA because of their strong presence only in DTH systems products. It is useful for TATA to
90 Adarsha College Of Management & Science
CUSTOMER SATISFACTION go for brand extensions in Indian market to develop and build a strong presence in consumer durable markets.
SUGGESTIONS •
In this competitive environment with many DTH systems using the strategy of discounts and other promotional offers like: DISH T.V,DD
DIRECT
PLUS
and
SUN
DIRECT
giving
complementary every purchase of the DTH system is also advisable for the company. It is in the interest of the company to come with such activities of mass promotion through hoardings.
• The company should differentiate their product from their competitors keeping its strong attributes aesthetics and technology in promoting the brand.
•
The study throws light upon the performance, durability and price as main features beside the brands that determine the product that the customer will purchase. The company should focus on these buying attributes in order to make TATA’s brand a success’s.
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CUSTOMER SATISFACTION
CHAPTER 7 APPENDICES AND ANNEXURE QUESTIONNAIRE – CONSUMERS I am doing a marketing research project on TATA SKY as part of my summer training. I request your co-operation in answering these 92 Adarsha College Of Management & Science
CUSTOMER SATISFACTION questions to the best of your knowledge so that my survey would be meaningful. I assure you that confidentiality of your responses will be maintained. You can tick more than one box if appropriate.
Thank you. 1. Name:
2. Age:
Sex: M/F______
3. Telephone / Mobile:
4. Education qualification a. Graduation [ ]
b. Post graduation [ ]
c. Any other (please specify) ________________ 5. Occupation:
6. Family income in Rupees per annum: a. Less than 1 lakhs [ ]
b. 1 lakhs to 5 lakhs [ ]
c. 6 lakhs to 15 lakhs [ ]
d. above 15 lakhs [ ]
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CUSTOMER SATISFACTION 7. Which brands of DTH System are you aware of?
a. _____________
b. _____________
c. _____________
d. _____________
8. Do you recall any advertisement with regard to various brands? TATA SKY [ ]
DISH T.V [ ]
STAR T.V [ ]
DD Direct Plus [ ]
SUN Direct[ ]
9. If you are planning to buy a DTH System which brands do you
intend to buy?
Why?
10. Rank the following factors and attributes given 1 for most
important attributed and 7 for too least important with respect to DTH System. Attributes Price Durability 94 Adarsha College Of Management & Science
Rank
CUSTOMER SATISFACTION Design Brand name Technology Power consumption Service 11. Who influence the purchase of your TATA SKY?
Spouse [ ]
Children [ ]
Relatives [ ]
Friends [ ]
Dealers [ ]
Others (please specify)
________________
12.Which would be the best medium to inform you about these products? Magazine [ ]
Pamphlets [ ]
TV Advertisements [ ]
Radio [ ]
Newspapers [ ]
Others (please specify)
______
13. Which brand of DTH sytem do you own?
____________________________
14. How is the over all performance of your TATA SKY?
Excellent [ ]
Good [ ]
Fair [ ]
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Poor [ ]
Bad [ ]
CUSTOMER SATISFACTION
15. Suppose you have to buy a DTH System again, which brand will
you prefer? ______________________________
QUESTIONNAIRE - DEALERS
In am doing a marketing research project on TATA SKY as part of my summer training. I request your co-operation in answering these questions to the best of your knowledge so that my survey would be meaningful. I assure you that confidentiality of your responses will be maintained. You can tick more than one box if appropriate.
Thank you. 1. Name of the dealer: 2. Name of the firm: 3. Address: 96 Adarsha College Of Management & Science
CUSTOMER SATISFACTION 4. Contact No. : 5. Which brands of DTH systems do you offer?
DOORDARSHAN [ ] SUN NETWORK
DISH T.V [ ]
[ ] STAR T.V [ ]
TATA SKY[ ] Others__________
6. What is the counter size of DTH Systems?
a. Less than 50 [ ]
b. 50 – 100 [ ]
c. 100 to 200 [ ]
d. 200 and above [ ]
7. Over all DTH System sales per month
8. Other than your regular margin what dealer promotional schemes do companies offer for promoting their brands? Brands
Extra
Gifts
margin for exceeding target sales TATA SKY DISH T.V DD Direct Plus SUN Direct STAR T.V
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Prizes
Others
CUSTOMER SATISFACTION 9. Whether the customer preferred branded or unbranded DTH
System? If Branded, specify________________ Why? __________________________
10. Which are the companies offering free Services with DTH System?
a. _____________
b. _____________
c. _____________
d. _____________
11.What is the overall response for the above schemes? Excellent [ ]
Fair [ ]
Average [ ]
12. Which brands have the highest recall among DTH Systems?
_____________________________________________ Why? ________________________________________
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CUSTOMER SATISFACTION
CHAPTER 8 BIBLIOGRAPHY
•
Philip Kotler : Marketing Mix
•
Philip Kotler : Marketing segmentation
•
Philip Kotler : Product concept
• Company journals •
Magazines and News papers
• History of television, manufacturing departments, corporate profile • www.TATA SKY.com
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