Designing an advertising campaign for tata sky

Submitted by : Hemant Kumar Sachin Kumar Roy Hrishikesh Kumar Gautam Ghanshyam Kumar Mahto Santosh Kumar Rakesh Bhanj Apoorv Aditya
5/1/12 Ashish Cyril Kachhap

introduction
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In India DTH (direct to home ) service started in 2003. Dish TV was the first to get the license for this service . India has a total television population of close to 135 million, out of which 80% have an access to cable TV.

The DTH service provider are close to 22 million and has the market share of 20% the total subscriber base for DTH in 2006 was 1 million ,now for industry which is an 8 year old ,it is an great achievement.

In 2005 dish TV was the only player in the DTH industry and was registering subscriber only in the area where there was no cable TV.

v In 5/1/12 2007 CAS mandate was introduced in selected cities , where

Introduction
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Market became competitive . Every layer came with innovative offerings, dish TV ,offered movie on demand free worth the cost of set of box ,airtel and big TV offered free subscription for the first few months etc .all these things were coupled with aggressive marketing campaigns .Tata sky gained maximum subscribers during this period

Though DTH has certain advantages such as better picture /sound quality ,

better customer service .it also has disadvantage of price .the DTH player have to pay various taxes such as adjusted gross receipts @105customs duty, service tax@12.36. vat@12.55. cst@3% corporate tax, excise duty @16% custom duty

At the same time in Indian market one size fits all strategy 5/1/12 doesn't work for long so the DTH players have to design packages
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INTRODUCTION
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Tata sky was launched in august 2006.it is a joint venture between Tata and star network. Tata group owns 80% and star group owns at 20%stake .it currently offers close to 196 channels and some interactive ones, this count includes some numbers of HD channels

In October 2008 ,Tata sky launched Tata sky +which allowed 90 hrs of recording in MPEG-4 compatible set of box.

In 2008 Singapore based holding picked up 10% stake in Tata sky from the Tata group

Tata sky HD was launched in June 14,2010 and has channels in their native resolution of 1080i or 720p.the STP is compatible with 5.1 5/1/12 CH surround sound as well. the service currently offers four
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major players

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Interactive channels
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Active English Active mall Active kids cooking Active darshan Active game Active astrology Active matrimonial

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Swot analysis
STRENGTH
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Leader in introducing innovative packages and services. Technological expertise with new corps DTH arm sky. Superior picture and sound quality. Leverage on brand Tata and high brand recall. Customer service and time to time introduction of new offer. Interactive channel and program guide. Innovative product offer such as Tata sky+.

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Weakness
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Second mover in DTH segment after dish TV. Cannot match free services like DD. People still tend to prefer cable services. Tata sky currently doesnt offer free set top box like dish TV. Does not have professional installation. Hidden charges are included.

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Opportunities

Expansion of distribution network through exclusive store. Increasing rate of TV industry. Taping niche market with better service and product offering. Increase in geographical boundaries. Growing demand of quality of service over cable.

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Threats

IPTV provide superior technology if implemented. Cable set top box provides easy switching. It is estimated that the cable services will be digitalised by 2014. Cable operators are starting to penetrate the rural markets.

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COMMUNICATION OBJECTIVE

To create awareness among of the target audience. To create interest in the brand among the target audience. To create positive feeling about the brand among the potential customers . To create preference among the target audience. To give demo to the target audience. develop and maintain regular use

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TARGET AUDIENCE
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We have targeted the rural and semiurban market of Ranchi district. We did socio economic classification of the rural market.

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Socio-economic classification
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R1 Rich families of village whose aspiration is to spend life like urban life style. R2 The families who want to generate interest among their children towards education and belong from well to do family. R3 the families whose savings are low and send their children to the govt. school . families whose income are on the

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MEDIA MIX
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Newspaper: - Since we are focussing on rural and semi-urban areas so news paper is the best way of communication in such places. We are going to advertise our product on sundays and day after Indian cricket match. It will be advertised on either on 3rd page or sports page(according to cricket schedule). Our preferred newspapers are Hindustan, Prabhat khabar because of their high circulation and reach in targeted area.

(i) Prabhat Khabar - 1,30,517

(ii) Hindustan 7,43,469

(source:- releasemyad.com)

Radio frequency:- It is one of the best media with high reach in rural and semi-rural area. We are focussing on Radio Dhoom, Vividh Bharti.

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Hoardings :- we are going to use hoardings also because it is very effective means of advertising.

Media budgeting
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Newspaper (on each Sunday from October 23 till march 25 2012(total 23 sundays))
Name Size Rate (colour) Frequenc Total(in y (in 6 rupees) months) 20 12*16*50 0*20=19, 20,000
15 12*16*520*1 5=14,97,600

Prabhat khabar

12*16cm 500/cm2

Hindustan 5/1/12

12*16 cm2

520/cm 2

Radio
Name duration rate
150/10sec

frequency total
21 150*21=3150

Radio dhoom 10sec

Vividh bharti 10sec

300/10sec

12

300*12=3600

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Pamphlet (both side coloured)

No of pamphlet to be distributed Design cost Printing cost Total cost 1.5 lakhs 450 Rs 1.30/pamphlet Rs 1,95,450

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Hoarding
Hoardin Size g (monthwise )
Hoarding (for six months) Rental In Rs.(per month) Flex fixing charges (one time In Rs.) No of Total cost Hoarding For six month

20x103,500\hoarding 1,000\hoarding 2 (city bus stand) 2000\hoarding (Blocks of district) 5

44000 65000

Total

1,09,000

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SALES PROMOTION:
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Organising a movie premier for villagers in the respective block.

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Organising live telecast for cricket match in the respective block. Providing discount on TATA SKY package on purchase of a new T.V set. Orgnising a promotinal means of a float vehicle. rally by the

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Estimated cost on sales promotion:

Show Movie Cricket Total No of block 21 21 21 Cost 4000\show 4000\show 4000 Frequency of Total cost visit 6 5 11 5,04,000 4,20,000 9,24,000

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Total Expected cost for sales promotion and Advertisement:

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Sales promotion cost: 24,000 Advertisement cost: 22, 050 Miscellaneous Expenses: 00,000 TOTAL COST Rs.47,46,050

Rs.9, Rs.37, Rs.1,

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Media scheduling(for 6 month)

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Paper:on every Sunday till January. On 2, 4, 15, 20, 27, 29 February and 14, 17, 19, 23 March because of Indias cricket match.

2. Radios: 11am 4pm-6pm

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Radio Dhoom - 7am-

Creative media strategy

Baar-Baar dekho , hazaar baar dekho, Ye dekhne ki cheez hai bhai dekho sirf TATA SKY

The combination of rational appeal, snob appeal and brand appeal has been used for our advertisement

Rational Appeal

Rational appeals as the name suggests aims to focus on the individuals functional, utilitarian or practical needs for particular products and services. Such appeals emphasize the characteristics and features of the product and the service and how it would be beneficial to own or use the particular brand. Print media is particularly well suited for rational appeals and is often used with good success. It is also suited for business to business advertisers and for products that are complex and that need high degree of attention and involvement.

Brand Appeal

particular products to make a brand statement.

This 5/1/12 appeal is directed towards people who are brand conscious and wish to choose

THANK YOU

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