CHAPTER I INTRODUCTION

1.1 INTRODUCTION TATA SKY Incorporated in 2004, Tata Sky Ltd is a joint venture between Tata Sons.. and 21st Century Fox. Tata Sky DTH endeavors to offer Indian viewers a world-class television viewing experience through its satellite television service. As we talk about DTH which stands for Direct-To-Home, it's a system that allows you to have a personal dish antenna how cable operators do, except it's much smaller in size, this antenna can be fixed on your terrace and receives transmissions directly from a satellite, hence it is called as a direct to home service. Direct to home is different in the way of size of the antenna require is much smaller, the city will have less wires from one building to another and you have the flexibility of moving out without searching for new cable operators. Secondly, the focus of this research is on the Advertisement, which is a crux of any market economy, plays a pivotal role in the economic progress of a nation. Advertising is indeed the only direct method, which helps to reach masses of potential buyers. Advertising, being dynamic, changes with changing methods of distribution and consumption. Advertisements have become the part of life for everyone as a listener through some media or other. In the present era of information explosion and media influence, these advertisements play a major role in changing the settled perception or thinking, which is otherwise called attitude, of the consumer and also the consumption pattern of the society in general. Thus, the impact leAdvertisement to cultural and social changes to a great extent. Under this situation efficiency of the manufacturers, marketers and advertisers is tested in churning out advertisements, matching the expectation of the consumers, which may gradually bring about desired attitudinal changes in them.

1.2 COMPANY PROFILE TATA SKY: TYPE | Joint venture group b/w Tata group (80% stake) & star TV (20% stake) | FOUNDED | 2004 | HEADQUARTER | Kirloskar Business Park, Bangalore, India | INDUSTRY | DTH pay tv | PRODUCT | Direct broadcast satellite | SLOGAN | IskonTata Skya dala to life jingalala | WEBSITE | www.tatasky.com |

* Tata Sky, an 80:20 joint venture between Tata Sons and the Star group, provides satellite television services to Indian viewers. * The company was incorporated in 2004 but was launched only in 2006. * It offers a range of media and entertainment options to customers. * The company uses the Sky brand owned by British Sky Broadcasting. * In March 2010, Sun Microsystems partnered with Tata Sky to provide IT Infrastructure solutions and support for the launch of the company's direct-to-home (DTH) television.

DEPARTMENTAL HEIRECARY

1.3 PROBLEM STATEMENT Problem of advertising is self-delusion. Most of us believe, in our heart-of-hearts, that we know what good advertising is and that there is no need for any kind of independent, objective evaluation. Besides, once agencies and clients start to fall in love with the new creative, they quickly lose interest in any objective evaluation. No need for advertising testing. Strangely, after 40 years of testing advertising, Its is not clear that a commercial is any good or not, just by viewing it. In expert view, advertising agencies and their clients are just as inept at judging advertising. It seems that none of us is smart enough to see advertising through the eyes of the target audience, based purely on our own judgment. A second problem to better advertising is the belief that sales performance will tell if the advertising is working. Also, advertising often has short-term effects that sales data might reflect, and long-term (years later) effects that most of us might easily overlook in subsequent sales data. Because of these limitations, sales data tends to be confusing and unreliable as an indicator of advertising effectiveness.

1.4 RESEARCH OBJECTIVES * To study the Competitive Strategy of Tata Sky * To find out the advertising strategy of Tata sky towards Customer attraction and Customer retention * To analyze importance and trends of Advertising strategy of Tata sky * To know the effect of Advertising Strategy on consumer attitude * To know the consumer perception towards Advertising strategy of Tata sky * To analyze the Effectiveness of present Advertising strategy of Tata sky

1.5 RESEARCH METHODOLOGY Marketing research is the function, which links the consumer, customer and public to the marketer through information. Information used to identified and define marketing opportunities and problems: generate, refine and evaluate marketing action, monitor marketing performance, and improve understanding of market as a process. Marketing research specifies the information required to address these issues, design the method for collecting information, manages and implements the data collection process, analyses the results, and communication the finding and their implications The marketing research process involves a number of interrelated activities, which overlap and do not rigidly follow a particular sequence--

Define the Research Objective | Research Design | Sample Design | Data Collection | Data Analysis | RESEARCH DESIGN Research design is important primarily because of the increased complexity in the market as well as marketing approaches available to the researchers. In fact, it is the key to the evolution of successful marketing strategies and programmers. It is an important tool to study buyer’s behavior, consumption pattern, brand loyalty, and focus market changes. A research design specifies the methods and procedures for conducting a particular study. According to Kerlinger, “Research Design is a plan, conceptual structure, and strategy of investigation conceived as to obtain answers to research questions and to control variance.

TYPES OF RESEARCH DESIGN * Exploratory Research Design * Descriptive Research Design * Casual research Design DESCRIPTIVE RESEARCH DESIGN Descriptive research studies are those studies which are concerned with described the characteristics of particular individual. In descriptive as well as in diagnostic studies, the researcher must find be able to definite clearly, adequate methods for measuring it along with a clear cut definition of ‘population’ to study. Since the aim is to obtain complete and accurate information in the said studies, the procedure to be used must be carefully planned. The research design must make enough provision for protection against bias and must maximize reliability, with due concern for the economical completion of the research study. I have chosen descriptive research descriptive research design which is well structured. The objectives of such is to answer the “who, what, when and how” of the subject under investigation. Descriptive studies can be divided in to two broad categories cross sectional and longitudinal. So, here I have chosen a cross sectional study which is concerned with a sample of elements from a given population. Cross sectional studies are two types- * Field Studies * Survey Researcher has taken survey research because a major strength of survey research is its wide scope. Detailed information can be obtained from a sample of a large population. Besides, it is obvious that a sample survey needs less time than a census inquiry.

DATA SOURCE The study was conducted by the means of personal interview with respondents and the information given by them were directly recorded on questionnaires. For the purpose of analyzes the data it is necessary to collect the vital information. There is two types of data, these are- * Primary Data * Secondary Data PRIMARY DATA Primary data can be collected through questionnaire. The questionnaire can be classified in to four main types-- (A) Structured non disguised questionnaire (B) Structured disguised questionnaire (C) Non-structured non disguised questionnaire (D) Non-structured disguised questionnaire TOOLS OF COLLECTION OF PRIMARY DATA For my market study, I have selected structured close ended structured because my questionnaire is well structured, listing of questions are in a prearranged order and where the object of enquiry is revealed to the respondents.

To making a well-structured questionnaire, we have adopted three types of questions- (a) Open ended questions (b) Dichotomous questions (c) Multiple choice questions These types of questions are easy to understand and easy to give required answers.

SECONDARY DATA Secondary data means data that are already available i.e. they refer the data which have already been collected and analyzed by someone else. When the researcher utilizes secondary data, than he has to look into various sources from where he can obtain them, in this case he is certainly not confronted with the problems that are usually associated with the collection of original data. Secondary data may either be published data or unpublished data.

TOOLS OF COLLECTING SECONDARY DATA Usually published data are available in: (a) Various publications of the central, state and local government; (b) Various publications of foreign government or of international bodies and their subsidiary organization; (c) Technical and trade journals; (d) books, magazines and newspapers; (e) Reports and publications of various associations connected with business and industry, stock exchanges, etc.; (f) Reports prepared by research scholars, universities, economists etc.; (g) public records and statistics, historical documents and other source of published information. The source of unpublished data are many; they may be found in diaries, letters, unpublished biographies and autobiographies and also may be available with scholars and research workers, trade associations, labour bureaus and other public/private individuals and organization. SAMPLE SIZE Sample size of the survey has been chosen of 50 respondents and the area of research is pune city for conducting survey on advertising strategy of TATA SKY Electronics India Pvt Ltd. Sample size of the survey has been chosen of 50 respondents so that it gives fair response to our study and also could finish in the stimulated time. SAMPLE TECHNIQUE Simple random sampling technique used in this research report. In a simple random sample (SRS) of a given size, all such subsets of the frame are given an equal probability. Each element of the frame thus has an equal probability of selection: the frame is not subdivided or partitioned. Furthermore, any given pair of elements has the same chance of selection as any other such pair (and similarly for triples, and so on). This minimizes bias and simplifies analysis of results. In particular, the variance between individual results within the sample is a good indicator of variance in the overall population, which makes it relatively easy to estimate the accuracy of results.

1.6ADVANTAGES * Built what consumer wants. * DTH(Direct to Home) * Can boost a 7 years old Television * No hassles of wiring * 126 million cable homes in the country, of which 50 per cent are based in rural India. 1.7LIMITATIONS

* Due to time limitation, It was not possible to cover all areas of Pune. * Scope of the study is limited, so it cannot be said that it is true representation of whole nation. * On the basis of this data analysis, we cannot assume the final situation of the market. * Sample size of 50 respondents is not enough to collect accurate information. * The customer filled the questionnaire mostly in careless manner, so it was difficult to make them hold for time.

* The research was conducted in a very small area.

CHAPTER II CONCEPTUAL BACKGROUND

2.1 LITERATURE - REVIEW DTH Industry overview: The history of Indian television dates back to the launch of doordarshan, India’s national TV network in 1959. The transmission was in black & white. The 9 th Asian games which were held in 1982 in the country’s capital New Delhi heralded the mark of color TV broadcasting in India. In 1991, Indian economy was liberalized from the License Raj and major initiatives like inviting foreign direct investments, deregulation of domestic business emerged. This lead to the influx of foreign channels like Star TV and creation of domestic satellite channels like Sun TV and Zee TV. This virtually destroyed the monopoly held by doordarshan. In 1992, the cable TV industry started which lead to revolution. Every city in the India had a complex web of co-axial cables running through the streets with a new breed of entrepreneurs called as cable wallahs or Local Cable Operators(LCO) taking in charge of distribution. The film industry was shocked by this sudden growth and there were even organized protests for calling off the Cable TV industry. There were simply too many cable operators in the country and the channels had a difficult time in getting its returns as the existing system was a non-addressable and the operators could simply give a reduced number of subscribers to amass profit. This lead to the emergency of a new breed of firms called as Multi System Operators (MSO) who had heavy financial muscles to make capital investments. . The MSO industry became highly monopolistic which warrants government participation to ensure competition. Later on, the United Front Government had issued a ban on use of ku band transmission. After a change of government, the ban got lifted finally in 2001 and TRAI issued the guidelines for operating DTH. Country’s first private DTH license was awarded to Dish TV in 2003 which started operations in 2004. Prasar Bharati also started its product DD-Direct+.DTH Digital TV system receives signals directly from satellite through the dish, decodesit with the Set-Top Box and then sends stunningly clear picture and sound to TV which is the business under taken by some companies by observing the rate of growth and scope for business & opportunity in the Indian market which has 120 million viewers of TV.

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.

TATA SKY CURRENT SITUATION – SWOT ANALYSIS Strengths 1. Leveraging on brand TATA and High brand recall 2. Technological expertise with Newscorp’s DTH arm Sky 3. Superior Picture quality 4. LeAdvertisement in introducing new packages & Services 5. Customer service 6. Rural penetration through ITC E-Choupal and Godrej Aadhar 7. Interactive channels and program guides 8. Innovative Product offering Tata Sky Plus

Weaknesses 1. Second Mover after Dish TV who captured Market Share 2. Cannot match free service like DD 3. Currently Does not offer free Set Top Box like Dish TV 4. Litigation due to issues related to sports channels which it lost 5. Dependency on broadcaster and had issues with Sun TV

Opportunities 1. Larger disposable incomes with India 2. Tapping niche markets with Better service and Product offering 3. Expansion of distribution network through exclusive stores 4. Interactive advertising – Tie up of with Samsung 5. Increase in number of TVs sold 6. Increase in the geographical boundaries with Rural Market untapped 7. Growing demand for quality of service in the form of DTH over Cable 8. CAS being made Compulsory would encourage switch. 9. Value Added Services are gaining

Threats 1. IPTV provides superior technology if implemented 2. Cable Set top Boxes provide easy switching due to negligible switching costs 3. Increasing Competition internally 4. Dependency on CPE suppliers to some extent 5. High dependence for transponders on ISRO 6. Dependency on broadcasters for their channel content and thus increase in cost 7. Videocon may enter DTH by building its own set top boxes. 8. No Exclusivity in Content and Rule of ‘Must Carry’ 9. Cap on Investment (20%) 10. Interoperability Regulations 11. Cap on foreign Investment (49%)

TATA SKY PRODUCTS:

1. Tata Sky Standard:

2. Tata sky HD(High Defination):

3. Tata Sky Hd Plus:

TATA SKY OFFERS AND PROMOTIONS: Tata Sky DTH service redefines your TV viewing experience by offering new age interactive services with DVD quality picture and CD quality sound. Apart from the genre-based packages, you can choose individual channels and make your own pack. You can also mix-n-match by adding individual channels to your existing genre-based packages.

Tata Sky Tariff Plan Highlights South Economy Pack: Enjoy up to 61 channels with two FREE Regional Packs at Rs 150 per month. You can also pay Rs 850 semi-annually or Rs 1,650 per annum. Economy Pack: It’s a true economic plan that gives you 74 channels and two FREE Regional Packs at only Rs 160 per month. You can also choose to pay Rs 900 semi-annually or Rs 1,760 per annum. Supreme Pack: It includes Economy Pack + Hindi Movies Pack + Music Pack + Knowledge Pack. This combo pack comes for Rs 240 per month and can be paid for Rs 1,250 semi-annually or Rs 2,420 per annum. Grand Pack: This pack comes with Supreme Pack + English News Pack + English Movies Pack + English Entertainment Pack + Kids Pack. You can enjoy up to 134 channels at Rs 380 per month. You can save few bucks by paying Rs 2,180 semi-annually or Rs 4,180 per annum. State Pack: It exclusively includes 86 Regional Channels which can be enjoyed for Rs. 185 per month. You can also pay Rs. 1,030 Semi-annually or Rs. 2, 035 per annum

HOW TATA SKY IS EFFECTIVE * Direct-to-home (DTH) technology revolutionized television viewers by empowering them with choice, control and convenience . * TataSky redefined DTH as satellite television service (STS), thereby becoming a one-stop shop for all the television entertainment needs of Indian customers. * Tata Sky adopted its current tagline "Isko laga daala, toh life jingalala!" that has earned it 15 million subscribers.

TARGET SEGMENTS OF TATA SKY

SCHOOLS | * walking into schools directly and convincing teachers that children could learn multiplications and divisions directly from TV. * All the famous schools in this country have subscribed to Tata Sky. * We are the only TV service who have convinced the teachers that TV is not bad for children but good for them," states Tata Sky chief marketing officer (CMO) Vikram Mehra. | HOUSE WIVES | * Ladies in the house and having interest in developing their skills or want to do further education for the betterment in the life are the Targeted through this advertisement. | YOUNG PEOPLE | * Gain knowledge from home and save time instead of going to crash courses. |

BENEFIT TO CUSTOMERS * Get a 7-day listing of all programmes on TV with guide. * Catch a news story as it breaks, simultaneously on four * channels on Active Newsroom. * watch other channels without changing the channel you are * Watching. * Enjoy fixed channel positions and uniform volume levels. * Experience uninterrupted viewing.

2.2 CONCEPTS AND DEFINATIONS

ADVERTISING AS A VITAL STEP TOWARDS SUCCESSFUL MARKETING STRATEGY

EFFECTIVE ADVERTISEMENT AND CONSUMER ATTITUDE The following model exemplifies the attitude or response of a consumer to an advertisement and a glance through the following pictorial presentation would simplify our understanding of the advertisement’s effects on thinking response and it also magnifies the peripheral and associative effect of an advertisement. A Model of the Feeling – Response to Advertisement Increase positive product attribute attitude
Transform use experience
Advertising
-Evoked
Positive
Affective
Response
Increases Attitude towards the Advertisement
Increase Evaluation of Advertisement characteristics
Decreases amount of total thinking
Raises product attribute valuation
Increases ratio of positive to negative thoughts
Increase positive product attribute attitude
Transform use experience
Advertising
-Evoked
Positive
Affective
Response
Increases Attitude towards the Advertisement
Increase Evaluation of Advertisement characteristics
Decreases amount of total thinking
Raises product attribute valuation
Increases ratio of positive to negative thoughts

A rather simple explanation of how a feeling – response advertisement works is that people like it or dislike it is an advertisement, and this attitude gets transformed to or associated with the product in the advertisement. There is thus the potential for a direct casual link between the attitude towards an advertisement and the attitude and behavior towards a product. As noted in the diagram, feelings engendered by an advertisement can create or influence an attitude towards the advertisement directly, as well as indirectly, through assessment of the quality of the advertisement’s exceptional characteristics. In fact, some researchers believe that attitude to the advertisement really has two different components; an effective one, reflecting the direct effect of the feelings evoked by the advertisement, and a second more cognitive one, reflecting how well is the advertisement made and how useful is the advertisement. It is important, in understanding how an advertisement ultimately affects consumer attitude; to see what kind of attitude people develop toward the advertisement itself. If the feeling that the advertisement creates are positive, and if the way the advertisement is made is evaluated favorably, then the advertisement should elicit a favorable attitude towards itself and vice-versa. In respect of the viewers of the advertisement, the matter of concern is that, how far does it influence them and how should it influence them in the right direction. Viewers of advertisement, who are the mass, have got their own outlook and their own way of understanding. The customers are to depend on the advertisements, only till he gets the product. After buying and using the product for the first time, comes the response to the advertisement. This can be in three different levels viz. At the first level, when the consumers are fully satisfied, they will respond favorably to use the product continuously, subject to the price and the availability of the product. Continuous advertisement in various media further influence the listeners to build up a positive attitude towards the product. This leAdvertisement to the change in the consumption behaviour of the society, which leAdvertisement to a great level of social and cultural change among the people in general. The next level is the stage of getting dis-satisfaction by the consumers on the use of the product, on persuasion by the advertisement. This will lead to consumer resistance to the product. The dissatisfaction at this state means that the quality or the contents of the utility value of the product might not have reached the height expectations created by the advertisement. If the product or service at this stage is able to satisfy at least a section of the people, then it can service higher and thus will serve as forbidding factor. As far as the attitude formation is concerned, this stage can be considered as a formative stage. But if the product fails to reach, not even a section of the society in total, it will lead to the product withering away from the market in course of time. The third situation leAdvertisement to a stage, when the viewers understanding that the advertisement misguides them or giving a wrong information deliberately. Under this situation the viewer loses confidence on the advertiser, producer and the seller. This leAdvertisement to a negative attitude on the marketing of the products of the company in general. The defects are to be brought to the knowledge of the producer to give a chance for him to correct the mistakes, if it is so. When there is no proper response for this complaint, then it leAdvertisement to earning discredit from the customers. ESSENTIALS OF EFFECTIVE ADVERTISING The measure of any advertisement is its effectiveness in reaching out to the consumers; there are a few agreed principles, which govern the effectiveness of an advertisement. Some of the principles, which are the ingredients of an effective advertisement, have been dealt here. Importance of claim: The most important factor determining the effectiveness of an advertisement is the importance of claim made in it. Many advertisements make important claims. But these claims should be important for the consumer too. If a buyer gives importance for quality, there is no point in speaking about cheap price, similarly if cheap price is important the advertisement should highlight only that. Nowadays advertisement agencies concentrate on USP, i.e., unique selling proposition. Each advertisement must make a strong factual claim to pull the consumer into the store to buy.

Believable: An advertisement must be believable. This can be incorporated in many ways. One way is to quote facts and figures about tests proving your claim. However, negatively speaking, the advertisement should not mention anything unbelievable. Sometimes advertisement given in prestigious magazines is believed by the readers. Uniqueness: The advertisement itself must have something unique about it. Uniqueness draws attention. According to the four-fold principle of AIDA (Attention, Interest, Desire and Action-buying), any effective advertisement should draw the attention of the customer. It is a mistake to depend entirely on uniqueness. It should be followed by proper claims, and believability. Typically advertisements whose major objective is to gain brand recognition and acceptance rather than gaining conviction or buying action rely on uniqueness. Repetition: Repetition is one of the key concept of advertising. It is better to have a long series of small advertisement than one extremely long advertisement. Repetition is a basic principle of memory. Naturally, the more times an advertisement is run, the more likely it is that any person has seen one of the most advertisements recently. Repetition and regency are usually closely related. In fact, an advertisement is better read upon repeating, certainly repetition lowers advertisement cost.

SITUATION FAVOURING ADVERTISEMENT It is imperative that the situation must be ripe for an advertisement to bear the fruits of optimum return or reward. The advertiser must constantly assess the situation to choose the right environment and ideal time for an advertisement to be launched. The conditions favouring an advertisement are as follows: * When there is a favourable primary demand of particular product. * When there is a distinctive product differentiation from other competitive brands. * Availability of favourable hidden qualities in the advertised products not found in competitive products. * When mass market is penetrated. * Possibility of powerful emotional buying motive is seen in the advertised product. * Favourable managerial personnel personal and company policies. * Non-Exaggeration of facts in product advertisement. * Effective or systematic project work conducted for a particular product to be advertised.

AN IDEAL CONSUMER FEELING In order to ensure that the advertisements reach the target consumers in a most effective way and begets right response from, it has to be ensuring that such advertisements are presented in the right way. The following steps on the part of consumer may ensure that the advertisements are on the right track. * Getting attracted towards the advertisements. * Listening and observing the contents of the advertisements in full. * Continuous watching of the same over a period. * Comparing the advertisements of similar products. * Learning more about the product, the producer and the advertiser. * Making a trail purchase as follow up activity. * Using the product as per the instructions. * Assessing the level of utility of the product individually. * Assessing the level of utility derived with other similar consumers. * Comparing the level of utility of the product with similar products. * Decision-making regarding the continuous use of the product, and to recommend to others, positively or negatively. * If not satisfied with the product discrepancy regarding the quality and the characteristics of the product are to be taken to the knowledge of the producer and the advertiser. CONSUMER AWARENESS OF ADVERTISING The effects of exposures on audience awareness depends on the Reach, Frequency, and Impact:- Reach (R) : The number of different persons or households exposed to a particular media schedule at least once during a specified time period. Frequency (F) : The number of times within the specified time period that an average person or household is exposed to the message. Impact (I) : The qualitative value of an exposure through a given medium (thus a food ad in good housekeeping would have a higher impact than in the police gazette.

The relationship between reach, frequency and impact is captured in the following concepts: Total number of exposure (E) : This is the reach times the average frequency; that is E = R * F This measure is referred to as the Gross Rating Points (GRP).

Weighted number of exposures (WE) : this is the reach times average frequency times average impact; that is WE = R * F * I Many advertisers believe a target audience needs a large number of exposures for the advertising to work. Others doubt the value of high frequency. They believe that after people see the same ad a few times, they either act on it, get irritated by it, or stop noticing it. ADVERTISING OBECTIVE * Inform – Tata sky informs about the product for new customers. * Remind- The satisfied customers. * Reinforce- convince the customer and give strong reasons for again buying their product. STRATEGY OF TATA SKY

BRAND AMBASSADOR | FILM ACTOR MR. AMIR KHAN | PROMOTION CHANNELS | STAR,SONY,COLOURS,ZEE | MOTTO: | “CHANGE INDIA CHANGE CLASS ROOM”. | TAG LINE | “ISKO LAGA DALA TOH LIFE JINGALALA” | PAKAGES OFFERED | THE ACTIVE EDUCATIONAL SERVICES ACTIVE WIZ KIDS ACTIVE STORIES ACTIVE LEARNING AND ACTIVE ENGLISH |

Appeal Of Advertisement * Using Amir Khan as a Celebrity gives a better appeal to the House wives. * To the Children and Youth segment, Amir was known as a “Taare Jameen Par Hero”. It gives mileage to the Marketing program. * For general public also he is famous as a hero in “Lagan” which is almost a Patriotic movie.

MILESTONES

* Tata Sky crosses 1 million marks in record time. * Aims for more than 8 million by end of the year 2013. * It has 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. * Launched Active Wizkids, the first-of-its-kind education based interactive service in the world that teaches children through learning games. * 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.

CHAPTER III DATA PRESENTATION, ANALYSIS AND INTERPRETATION

Table 3.1: Gender Classification Of Respondents

GENDER | RESPONDENTS | PERCENTAGE | MaleFemale | 3416 | 68%32% | TOTAL | 50 | 100% |

INTERPRETATION: Sample unit of research consist of 50 respondents, 34 are male and 16 are female.

Table 3.2: Age Wise Classification of Respondents

AGE GROUP | MALE | MALE (%) | FEMALE | FEMALE (%) | 15 to 2526 to 3536 to 4546 to 5556 and above | 612925 | 17.735.326.48614.52 | 17620 | 6.2043.837.5012.50- | TOTAL | 34 | 100% | 16 | 100% |

Age Wise Classification Of Respondents

INTERPRETATION:
According to analysis 6 Male and 1 female respondents lies in the year group of 15 to 25, 12 male and 7 female respondents lies in the year group of 26 to 35, 9 male and 6 female respondents lies in the year group of 36 to 45, 2 male and 2 female respondents lies in the year group of 46 to 55, 5 male and no female respondents lies in the year group of 56 and above.
Table 3.3 : Users /Non User Of Tata Sky

CATEGORY | RESPONDENTS | PERCENTAGE | Non-UserUser | 1139 | 22%78% | TOTAL | 50 | 100% |

INTERPRETATION:
According to analysis 22% (11 respondents) are non-user of Tata Sky & rest 78% (39 respondents) are user of Tata Sky.

Table 3.4: Source Of Information SOURCES | RESPONDENTS | PERCENTAGE | AdvertisementFamily memberFriend/relative/neighborOther source | 40460 | 80%8%12%- | TOTAL | 50 | 100% |

INTERPRETATION:

Most of the respondents(80%) come to know about TATA SKY by the Advertisement, 8% respondent get information of Tata Sky by their Family members & 12% through relatives/friends/ neighbors & zero from other sources

Table 3.5: Most Influencing Features of Advertisement

FEATURE | RESPONDENTS | PERCENTAGE | Message/conceptLogo/sloganPicturizationOverall | 39731 | 6%18%14%62% | TOTAL | 50 | 100% |

INTERPRETATION:

According to analysis 31 respondents thinks overall Ad is influencing them, whereas 9 respondents thinks, Logo/Slogan is the second largest influencing feature in the Advertisement 7 respondents are influenced by Picturisation of the Advertisement 3 respondents are influenced by the message of the Ad.

Table 3.6: Awareness of TATA SKY’ Advertisement

CATEGORY | RESPONDENTS | PERCENTAGE | AwareNon aware | 464 | 92%8% | TOTAL | 50 | 100% |

INTERPRETATION:

According to analysis 46 respondents are aware of TATA SKY’s advertisement
While rest of the respondents not aware about advertising of TATA SKY at the time of survey.

Table 3.7: Recall of TATA SKY RECALL FACTORE | RESPONDENTS | PERCENTAGE | Logo/sloganMessagePresentation of adModel/celebrity | 1119173 | 22%38%34%6% | TOTAL | 50 | 100% |

INTERPRETATION:

According to analysis 11 respondents have respond that It is easy to remember TATA SKY logo/Slogan & 19 respondents remembered Message of Tata Sky advertisement, The presentation of ad suits 17 respondents & While rest of the respondents remembered the Model/Celebrity.

Table 3.8: Impact of Tata Sky’s Advertisement

CATEGORY | RESPONDENTS | PERCENTAGE | FeaturesPresentationInformation | 92813 | 18%56%26% | TOTAL | 50 | 100% |

INTERPRETATION:

According to data analysis 9 respondents are impressed by features.28 respondents favor of presentation of advertisement & rest of 13 respondents are satisfied with information provided in advertisement.

Table 3.9: Effective Media to Giving an Advertisement

SOURCE OF MEDIA | RESPONDENTS | PERCENTAGE | TelevisionRadioNewspapermagazineBanner/hoarding | 347441 | 68%14%8%8%2% | TOTAL | 50 | 100% |

INTERPRETATION:

According to data analysis 34 respondents seek that TV is the best medium to go through Advertisement & 7 are favoring Radio, Newspaper also has 4 respondents in their favor, Magazine has 4 favoring respondents and Banner/Hoarding has 1 favoring respondent.

Table 3.10: Perception about TATA SKY

CATEGORY | RESPONDENTS | PERCENTAGE | EconomicalCostlyNeither economical nor costly | 01634 | -32%68% | TOTAL | 50 | 100% |

INTERPRETATION:

16 of the respondents seek that the TATA SKY Product is Costly & 34 of the respondents seek it as neither economical nor costly product & Most surprisingly, none of the respondents seek it as Economical product.

Table 3.11: Reflection of Product Profile by The Advertisement

DEGREE OF REFLECTION | RESPONDENTS | PERCENTAGE | YesNo | 3713 | 74%26% | TOTAL | 50 | 100% |

INTERPRETATION:

According to data analysis 37 respondents are in favoring that the advertisement reflect the true value or information .& Rest 13 respondents deny the above respondents view.

Table 4.12: Perception about TATA SKY’s Advertisement Strategy.

CATEGORY | RESPONDENTS | PERCENTAGE | Very goodGood & influentialGood but need alterationNeed complete alteration | 4122113 | 8%24%42%26% | TOTAL | 50 | 100% |

INTERPRETATION:

According to data analysis 4 respondents are with the view that TATA SKY advertisement is very good, 12 are with the view that it is good and influential, 21 respondents are with the view that advertisement is good but need alteration & 13 respondents are with the view that TATA SKY advertisement need complete alteration.

CHAPTER IV FINDINGS, SUGGESTIONS AND CONCLUSION

MAJOR FINDINGS

According to A Study of Advertising Strategy of TATA SKY LTD, RESEARCHER have found following facts:-

* On the basis of primary data, we can say that 78% of respondents are exiting customers of Tata Sky. * Most of the household are using the Tata Sky HD (High Definition) Pack.

* Television is the most striking media for Advertising.

* Logo/slogan is the main part, which makes an effective advertisement. The slogan of Tata Sky remind able by the consumers.

* If we measure the awareness of Tata Sky advertisement, it is 100% (according to survey).

* The advertisement of Tata Sky needs some modification in it.

* According to report 32% respondents think that Tata Sky brands are costly.

* Dish TV and Videocon are the best competitors in the same segment.

CONCLUSION

To see the overall report, we can understand Tata Sky much famous and mostly consumers are aware about Tata Sky. As per as advertisement is concern, advertisements of Tata Sky products are attractive. But if we divide the whole ad into different-different category, we will see the slogan of Tata Sky is much effective than B Videocon but not more effective than Dish TV. That’s why, we can say, it need some modifications.

Because advertisement, the forgoing discussion show, is a sharp double-edged weapon. When the claims of an advertisement correspond with the features of product purchased as a consequence of such advertisement, the advertisement is bound to create a positive attitude among the consumers in the long run. On the other hand, when the features of the product purchased do not corroborate the claims made in advertisement, those advertisements are sure to create a negative attitude among the consumers. It is therefore essentials that an advertisement aims to create faith and goodwill in the minds of consumer about the product featured by conforming to the core principles of believability, uniqueness, reputation and reasonable claims.

SUGGESTIONS AND RECOMMENDATION

Advertisements are made intended to accomplish the task of communicating 7effectively and properly, by communicating to the right person, by communicating the right message; put across through appearing and persuasive language, to positively after the purchase behavior of the target audience. The role of advertisement is to provide the maximum economic returns to the company and fulfilling other social and informational objectives as well.

When seen in the light of above, the advertising campaign of the company broadly seems to achieve the objectives.
When examined more closely, here and there some points need to be considered with more attention.

Focus to be shifted towards major fraction of Indian society

As reflected from the analysis, a major population is in the impression of the advertisements catering to the lives and needs of the richer society which themselves from only a fraction of the entire population of the country. Now at this point of time when the company has established itself as a major brand in the country the company should strive to engross itself deeper into the lives of the major fraction of the Indian society i.e. the rural and the semi-urban population.

Use of better, catchy slogans

The successful advertisements of today have the element of effective slogans or punch line as well. The slogans should be such that they are 'short' n sweet' to be humble at the same time contributing cleverly to the overall objective of the advertisements.
The recommendation of effective and catchy punch lines or slogans to be made a part of the advertisements of the company will definitely improve the present Impact. Such slogans it incorporating regional sayings or slang might make them more easily understood and quick to repeat and sing.
Showcasing of popular Stars/Models

Another point that emerged from the analysis is regarding the showcasing of the favorite Models and stars in the advertisements of the company.

Launching of Nationwide promotional schemes

As the analysis reflected that it is the need of the hour to launch more attractive schemes country wide on the major festivals, seasonal events, etc. The company can go for some incentives schemes for its existing customers to create loyalty among them. It can be something like - Lucky Draw prizes, sending festival wishes, etc. It would help the company to create brand loyalty as well enhance the existing market share.

Number of Hoardings/Banners to be increased

The detailed probing from the dealers and the customers revealed the fact that they have come across very few banners and hoarding of the company. The like in their number at the public places will enhance the brand awareness. Colored advertisements in print

It is found out through the analysis that there appear advertisements of the company in print media but mostly in black and white. It is believed that the customers attach value to any brand through these small points, so in such cases brightly colored advertisements will enhance their attraction and will make them catchier.