TATA Sky SWOT Analysis, USP & Competitors

Posted in Media & Entertainment, Total Reads: 4064
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SWOT Analysis of TATA Sky with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

TATA Sky

Parent Company

JV between the TATA Group and STAR

Category

DTH and Broadcasting

Sector

Media and Entertainment

Tagline/ Slogan

Iskolagadaala to life jingalala;Ab channel package wohi lo jopasandho

USP

Leading Direct-to-Home (DTH) service provider in India

STP

Segment

DTH Subscribed TV viewers, Broadband subscribers

Target Group

Top and middle section of the pyramid

Positioning

One-stop shop for all the television entertainment needs of customers

SWOT Analysis

Strengths

1. Leverage on brand TATA and high brand recall

2. Partnered with SKY Brand in the space of digital technology to bring a state-of-the-art satellite television service to India

3. Leader in introducing new packages and services

4. Rural penetration through ITC E-Chaupal and Godrej Aadhar

5. Innovative product offering TATA Sky plus

6. Adopted 360 degree marketing campaign that encapsulates television, print, radio and outdoor digital platforms

7. Tie ups with Sony Pictures, Fox for content – Pay per view service for exclusive events

8. DVD Quality picture and CD Quality sound

9. 24*7 customer service support in multiple languages

Weaknesses

1.Not having first mover advantage as Dish TV captured market share

2. Dependency on broadcaster

3. Cannot match free service provided by DD

4. Customer service are usually busy and waiting period is usually very long

5. High initial cost of DTH equipment

Opportunities

1.Focus on segmentation and differentiated product offerings to expand its clients and spread its reach outside Tier-I cities across the country

2. Expand distribution network through exclusive stores

3. Growing demand for quality of service in the form of DTH over Cable

4. Increase in number of TVs sold

5. Penetrate market by competitively priced services, superior technologies, interactive services and customer support

6. Provide option of instalments and other promotional schemes to the new user

Threats

1.Interoperability regulations

2. Cables set top boxes provide easy switching due to negligible switching costs

3. Increasing competition

4. Dependency on broadcasters for their channel content and thus increase in cost

5. No Exclusivity in Content and Rule of ‘Must Carry’

6. Cap on foreign investment

Competition

Competitors

1.Doordarshan

2. Sun Direct

3. Dish TV

4. Big TV



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