Marketing Concepts: Positioning


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ITM Batch 13B. Introduction to Marketing

Gaurav Patel (KH08JUNMBA65)
Rakesh D (KH08JUNMBA90)
Kunal Banthia (KH08JUNMBA75)
Sanjay Singh (KH08JUNMBA95)
Sushant Bhirud (KH08JUNMBA105)

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Marketing Concepts: Positioning

  1. 1. Gaurav Patel (KH08JUNMBA65) Rakesh D (KH08JUNMBA90) Kunal Banthia (KH08JUNMBA75) Sanjay Singh (KH08JUNMBA95) Sushant Bhirud (KH08JUNMBA105) Intro. To Marketing : Prof. Anurag Sood
  2. 2. <ul><ul><li>Late Shri. Dhirubhai Ambani Anil Ambani </li></ul></ul><ul><li>Reliance Anil Dhirubhai Ambani Group came into existence when the business empire of the Reliance Group founded by Late shri.Dhirubhai Ambani was split between his two sons, Mukesh and Anil. </li></ul><ul><li>Mukesh Ambani, the elder brother, retained Reliance Industries Limited (RIL), the flagship company of the Reliance Group. </li></ul><ul><li>The part of the empire that was inherited by the younger brother Anil Ambani was christened as Reliance Anil Dhirubhai Ambani Group. </li></ul><ul><li>Hence, one can say that the founder of Reliance ADAG was Dhirubhai Ambani. </li></ul><ul><li>The interests of the Reliance Anil Dhirubhai Ambani span communications, financial services, generation, transmission and distribution of power, infrastructure and entertainment. </li></ul>ABOUT ADAG GROUP
  3. 3. <ul><li>Reliance Anil Dhirubhai Ambani Group (Reliance ADAG) ranks among India's top three private sector business houses. </li></ul><ul><li>The Reliance Anil Dhirubhai Ambani Group currently has a market capitalization of over Rs. 2,25,000 crore (US$ 53 billion), net worth in excess of Rs. 58,000 crore (US$ 14 billion), cash flows of Rs. 12,000 crore (US$ 3 billion), net profit of Rs. 8,000 crore (US$ 2 billion) and zero net debt. </li></ul><ul><li>Reliance Anil Dhirubhai Ambani Group has a customer base of over 50 million, the largest in India, and a shareholder base of over 8 million, among the largest in the world. </li></ul><ul><li>R-ADAG has a business presence that is spread over 4,500 towns and 300,000 villages in India, and 5 continents across the world. </li></ul>ABOUT ADAG GROUP
  4. 4. <ul><li>VISION </li></ul><ul><li>To build a global enterprise for all our stakeholders, and a great future for our country, </li></ul><ul><li>To give millions of young Indians the power to shape their destiny, </li></ul><ul><li>The means to realize their full potential </li></ul>GROUP PHILOSOPHY
  5. 5. <ul><li>VALUES </li></ul><ul><li>Shareholder Interest </li></ul><ul><li>People Care </li></ul><ul><li>Consumer Focus </li></ul><ul><li>Excellence in Execution </li></ul><ul><li>Team Work </li></ul><ul><li>Proactive Innovation </li></ul><ul><li>Leadership by Empowerment </li></ul><ul><li>Social Responsibility </li></ul><ul><li>Respect for Competition </li></ul>GROUP PHILOSOPHY
  6. 6. <ul><li>Reliance Capital :- Reliance Capital Limited (RCL) with a net worth of over Rs 3,300 crore and over 165,000 shareholders, Reliance Capital has established its presence as a leading player in the financial services sector in the country. </li></ul><ul><li>Reliance Energy Limited:- Reliance Natural Resources reports net profit of Rs 16 crore (US$ 3.7 Million) for the quarter - an increase of 7% </li></ul><ul><li>Reliance Health:- Reliance Health aims at providing integrated health services and plans . </li></ul><ul><li>Reliance Media & Entertainment :- Reliance Media & Entertainment has interest in Movies, Music, Sports, Gaming, Internet & mobile portals, Digital cinema, IPTV, DTH and Mobile TV. </li></ul>ADAG GROUP COMPANIES
  7. 7. <ul><li>Reliance Communications Limited started operations in 1999 and has over 20 million subscribers today. </li></ul><ul><li>It offers a complete range of integrated telecom services such as mobile and fixed line telephony, broadband, national and international long distance services, data services and a wide range of value added services. </li></ul><ul><li>Rated among &quot;Asia's Top 5 Most Valuable Telecom Companies&quot;, Reliance Communications is India's foremost and truly integrated telecommunications service provider. </li></ul><ul><li>The company, with a customer base over 1.7 million individual overseas retail customers. </li></ul><ul><li>Reliance Communications has established a pan-India, next generation, integrated (wireless and wireline), convergent (voice, data and video) digital network that is capable of supporting best-of-class services spanning the entire communications value chain, covering over 20,000 towns and 450,000 villages. </li></ul><ul><li>Reliance Communications owns and operates the world's largest next generation IP enabled connectivity infrastructure, comprising over 175,000 kilometers of fibre optic cable systems in India, USA, Europe, Middle East and the Asia Pacific region. </li></ul>RELIANCE COMMUNICATION LTD.
  8. 8. Reliance Communications Limited <ul><li>Financial Data </li></ul><ul><li>Reliance Communications (RCOM) Announces its Financial Results for the Year ended March 31, 2008.The data is as given below : </li></ul><ul><li>Reliance Communication Financial Results </li></ul>
  9. 9. What is BIGTV <ul><li>BIGTV * is India’s Leading private Indian company to start Direct to Home (DTH) satellite broadcast operations in the country with MPEG-4 Technology. </li></ul><ul><li>BIGTV provides multi-channel subscription television service and interactive services with Digital Picture and Sound. </li></ul><ul><li>Its state of the art broadcasting infrastructure is located at its facility in Dhirubhai Ambani Knowledge city,Navi Mumbai which is the nerve centre of DTH operations. </li></ul><ul><li>BIGTV has robust operating infrastructure, strong content tie-up,having brand salience and backing of a strong group. </li></ul><ul><li>* BIGTV is a brand owned by Reliance BIG TV Limited </li></ul>
  10. 10. Business Model <ul><li>Choose your offer. </li></ul><ul><li>Collect your Get Started Kit(GSK) worth of Rs. 1490/- along with Set-Top-Box from retailer. </li></ul><ul><li>Purchase Recharge Vouchers(RCV) for the balance amount. For ex. If choose the smart 2990 offer, you will have to buy RCVs worth of Rs.1500/- </li></ul><ul><li>Call BIGTV Customer care on 022 30338888/1800-200-9001 (toll-free) for installation request. </li></ul>
  11. 11. FEATURES
  12. 12. Features <ul><li>Guide         </li></ul><ul><li>A whole new world in your hands! </li></ul><ul><li>7 day advanced Programme Guide with description. </li></ul><ul><li>Unique fast scroll feature for channel and programme list navigation. </li></ul><ul><li>Customise GUIDE by setting Personal Favourite Lists. </li></ul><ul><li>Quickly browse/sort channels via Channel Category List. </li></ul><ul><li>- All Channels - Radio Channels - Personal Favourite Lists - Cinema - Entertainment - Movies - News & Business - Sport - Infotainment,Kids & Spiritual </li></ul>
  13. 13. Features <ul><li>Mini Guide  </li></ul><ul><li> Zap your way to convenience . </li></ul><ul><li>The Mini-Guide is the coolest and quickest way to find out what’s playing on other channels while watching LIVE TV. It lists all available channels and displays information about the selected programme at the bottom of the screen. It even allows you to set reminders, sort channels, enable subtitles and change to alternate audio languages (if available) </li></ul><ul><li>Zap through channel list with ease – unique fast scroll feature Quickly browse/sort channels via Channel Category List at hand </li></ul>
  14. 14. <ul><li>Cinema        </li></ul><ul><li>Exclusive 32 Cinema Halls </li></ul><ul><li>32 Cinema channels: More movies, more options every hour </li></ul><ul><li>Advertisement free cinema viewing </li></ul><ul><li>Friday Premiere! New movies added every 15 days </li></ul><ul><li>Additional channels exclusively for upcoming attractions, movie trailers, movies schedules, and other help services </li></ul><ul><li>Read movie synopses and cast / crew info </li></ul><ul><li>24 hour ordering facility </li></ul><ul><li>Simple ‘ordering’ process via BIG TV Customer Care Centre </li></ul>Features
  15. 15. Features <ul><li>Select        </li></ul><ul><li>Feel like God </li></ul><ul><li>SELECT offers you instant access to top entertainment, news, movies, sports, kids and music channels at a glance. </li></ul><ul><li>This feature is an interactive mosaic window that displays 12 Live TV channels from one category per screen. On the selected channel, you can even view a short description of the current programme. Select and decide what you want to watch. </li></ul><ul><li>Live TV view of Top 12 channels of a category on a single screen 7 SELECT categories </li></ul>
  16. 16. Features <ul><li>Favourites </li></ul><ul><li>Your choice, your entertainment. </li></ul><ul><li>Set up to 8 FAVOURITE Personal Channel Lists </li></ul><ul><li>Assign unlimited channels in each list </li></ul><ul><li>Set a unique and personalised name for each list – e.g. Mom, Dads etc </li></ul><ul><li>Modify, update, delete or rename a FAVOURITE list easily </li></ul><ul><li>Access and view your list instantly from Guide and Mini Guide. </li></ul>
  17. 17. <ul><li>Parental Control  Censor for your kids. </li></ul><ul><li>The parental controls’ safe lock not only enables you to lock a channel but also block programs based on their content rating. For instance, if you lock programs with ‘Adult’ rating, all programs across channels with an ‘Adult’ rating will be automatically blocked. A lock icon will appear on the screen if anyone tries to tune to ‘locked’ content which can be unlocked only by using your unique PIN.     </li></ul>Features
  18. 18. <ul><li>Reminders </li></ul><ul><li>Always remember! </li></ul><ul><li>Set REMINDERS for Favourite programs directly from Guide and Mini Guide. </li></ul><ul><li>View all Reminders from the Reminders Menu . </li></ul><ul><li>A ‘Clock’ icon appears before the programme name in Guide, Mini Guide and Search Results. </li></ul><ul><li>Conflict management of Reminders Delete a Reminder easily. </li></ul><ul><li>Onscreen Alert Pop-Up message display when program is about to start. </li></ul>Features
  19. 19. <ul><li>Remote </li></ul><ul><li>Interactivity at your figure tips </li></ul>Features
  20. 20. Features <ul><li>Set-Top-Box </li></ul><ul><li>Very User Friendly ! </li></ul><ul><li>Power </li></ul><ul><li>Menu </li></ul><ul><li>Standby / Power on indication light </li></ul><ul><li>Remote sensor </li></ul><ul><li>Arrow Keys(L/R) </li></ul><ul><li>OK </li></ul><ul><li>IR Activity indication light </li></ul><ul><li>Arrow Keys(U/D) </li></ul><ul><li>Smart Card Slot </li></ul>
  22. 22. Launch Offer <ul><li>BENEFITS UNDER ALL OFFERS : </li></ul><ul><li>A choice of more then 200 channels </li></ul><ul><li>3 months free unlimited access to exclusive BIG cinema   </li></ul><ul><li> monthly Subscription Pack      </li></ul><ul><li>- 20 Movie channels      </li></ul><ul><li>- 120 Movies </li></ul><ul><li>New Movies every 15 days </li></ul><ul><li>Sensational audio entertainment on 10 Audio channels One </li></ul><ul><li>Free Regional Pack </li></ul>
  23. 23. <ul><li>ALL INDIA OFFER </li></ul><ul><li>(*excluding South India) </li></ul><ul><li>Choice 2490 @ Rs. 2490/- Smart 2990 @ Rs. 2990/- </li></ul><ul><li>3 month free (Premium Pack) 6 month free (Premium Pack) </li></ul><ul><li>Or Or </li></ul><ul><li>6 month free (Popular Pack) 12 month free (Popular Pack) </li></ul><ul><li>Smart 3990 @ Rs. 3990/- Max 4990 @ Rs. 4990/- </li></ul><ul><li>12 month free (Premium Pack) 12 month free (Max Pack) </li></ul>Launch Offer Or 18 month free (Popular Pack) Max Pack – 158 CH. , Premium Pack -146 CH. & Popular Pack – 133 CH.
  24. 24. <ul><li>ALL INDIA OFFER </li></ul><ul><li>(*excluding South India) </li></ul><ul><li>South Choice 2490 @ Rs. 2490/- South Smart 2990 @ Rs. 2990/- </li></ul><ul><li>3 month free (S.Premium Pack) 6 month free (S.Premium Pack) </li></ul><ul><li>Smart 3990 @ Rs. 3990/- Max 4990 @ Rs. 4990/- </li></ul><ul><li>12 month free (S.Premium Pack) 12 month free (S.Max Pack) </li></ul><ul><li>South Max Pack – 170 CH. & South Premium Pack -155 CH. </li></ul>Launch Offer
  25. 25. <ul><li>SOUTH INDIA OFFER </li></ul><ul><li>South Smart 1990 @ Rs. 1990/- South Smart 2190 @ Rs. 2190/- </li></ul><ul><li>12 month free (S.Starter Pack) 12 month free (S.Popular Pack) </li></ul><ul><li>South Starter Pack – 102 CH. & South Popular Pack -133 CH. </li></ul>Launch Offer
  26. 26. Subscriptions <ul><li>Monthly Subscriptions </li></ul><ul><li>Complete choice from 200 channels </li></ul><ul><li>Pick.Pay.Enjoy (For Add-on*) </li></ul><ul><li>Starter 1 @ Rs. 100/- (44 Channels) </li></ul><ul><li>Starter 2 @ Rs. 150/- (78 Channels) </li></ul><ul><li>Starter 3 @ Rs. 175/- (93 Channels) </li></ul><ul><li>South Starter @ Rs. 175/- (102 Channels) </li></ul>
  27. 27. Subscriptions <ul><li>REGIONAL PACKS </li></ul><ul><li>@ Rs. 30 / month </li></ul><ul><li>Gujarati-Rajashtani Plus : 3 Ch. </li></ul><ul><li>Hindi-Punjabi Plus : 5 Ch. </li></ul><ul><li>Bengali-Oriya Plus : 4 Ch. </li></ul><ul><li>Malayalam Plus : 2 Ch. </li></ul><ul><li>Kannada Plus : 2 Ch. </li></ul><ul><li>Marathi Plus : 3 Ch. </li></ul><ul><li>Telugu Plus : 4 Ch. </li></ul><ul><li>Tamil Plus : 3 Ch. </li></ul>
  28. 28. Multiple TVs <ul><li>Special Offer </li></ul><ul><li>Multiple TV homes! </li></ul><ul><li>Installation Charges – Get 50% off on installation of 2nd, 3rd and 4th connection. </li></ul><ul><li>Monthly Subscription Charges – Get 50% off or pay Rs. 125/- (whichever is higher)After completion of free period (as per launch offer), subscription of your 1st connection can be extended on additional connection at 50% charges. </li></ul><ul><li>Max 4 BIG TV connections can be installed. </li></ul>
  29. 29. Distribution & Service <ul><li>Strong Distribution : </li></ul><ul><li>BIGTV has largest network of more than 7000 installation teams that currently serve 6500 cities and towns across India. </li></ul><ul><li>More than 1,00,000 retail outlets covering large span of india. </li></ul><ul><li>Guaranteed fast and hassle-free installation. </li></ul><ul><li>Service Warranty : </li></ul><ul><li>Service has two parts : field service and Back-end service. </li></ul><ul><li>With strong installation team and infrastructure capable of handling 5 million subscribers annually. </li></ul><ul><li>More than 10,000-people-strong captive BPO with centre in Mumbai and Chennai. </li></ul><ul><li>Current capacity can service 50,000 customers calls every day in 11 Languages. </li></ul>
  30. 30. <ul><li>TECHNOLOGY </li></ul>
  31. 31. <ul><li>DTH stands for Direct to Home Television </li></ul><ul><li>DTH is defined as the reception of satellite television with a personal dish in an individual home </li></ul><ul><li>DTH network consist of a broadcasting centre, satellites, encoders, multiplexers, modulators & DTH receivers </li></ul><ul><li>DTH services were first proposed in India in 1996 </li></ul><ul><li>In 1997, Indian government even imposed a ban on DTH </li></ul><ul><li>Finally in 2000, DTH was allowed </li></ul>DTH Technology
  32. 32. <ul><li>Terrestrial Television </li></ul><ul><li>Analog terrestrial channels broadcast through a network of high powered transmitters, free to air services only. </li></ul><ul><li>Exclusively run by Government of India. </li></ul><ul><li>Cable Television </li></ul><ul><li>Analogue Television signals provided through coaxial cable / optical fiber cable network </li></ul><ul><li>Distributed by MSOs & ASOs </li></ul><ul><li>Subscribers pay a monthly access fees to get cable services </li></ul><ul><li>83 million homes connected to cable services in India </li></ul><ul><li>Superior content compared to terrestrial service, but analogue delivery </li></ul>DTH Compare Locally
  33. 33. DTH Compare Locally <ul><li>DTH Services </li></ul><ul><li>Digital transmission through satellite directly to customers home </li></ul><ul><li>Subscribers pay a monthly access fees to get DTH services </li></ul><ul><li>Around 7 million homes connected to DTH services in India. </li></ul>
  34. 34. <ul><li>Prasar Bharti launched the DTH services DD Direct Plus in Dec’04 </li></ul><ul><li>Dish TV is India’s first Pvt. DTH entertainment services by Zee network enterprises in May’05 </li></ul><ul><li>Tata Sky is a JV between TATA & STAR launched in Aug’06 </li></ul><ul><li>Sun TV network Ltd started it’s DTH service Sun Direct TV Pvt Ltd. In 2007 </li></ul><ul><li>Reliance ADAG has launched it’s DTH services named “BIG TV” on 20 th Aug 2008 </li></ul><ul><li>Bharati Airtel & Videocon are planning to launch their respective DTH services shortly. </li></ul>Major Players
  35. 35. <ul><li>As per TV market estimate the DTH HHs in 2011 & 2015 will be 27 & 61 million respectively. </li></ul><ul><li>Within current year itself DTH market will add another 12-13 million subscriber. </li></ul><ul><li>Targeted to acquire 40% market share within current year. </li></ul><ul><li>Source : IMRB & TAM S-Group study & estimates 2007 </li></ul>Market share of DTH All figures are in millions Total 220m HH’s in India with 134m TV Homes
  36. 36. MPEG- 4 Technology <ul><li>Reliance BIGTV comprises of New MPEG-4 technology. </li></ul><ul><li>MPEG-4 is an ISO/IEC standard developed by MPEG (Moving Picture Experts Group). </li></ul><ul><li>MPEG-4 provides the standardized technological elements enabling the integration of the production, distribution and content access paradigms of the three fields. </li></ul><ul><li>The MPEG-4 standard provides a set of technologies to satisfy the needs of following users : </li></ul><ul><li>Authors </li></ul><ul><li>Network Service Providers </li></ul><ul><li>End Users </li></ul>
  37. 37. BIGTV Vs Others BIGTV Advantages BIGTV TATA Sky DISH TV Technology Advanced MPEG-4 Video Tech. MPEG 4 MPEG 2 MPEG 2 Cinema Exclusive Movie Channels 32 6 6 Features Interactive Mosaic channels (Multichannel preview / screen) 12 4-8 4-8 Interactive Mosaic channels by category 7 1-3 5 Favorite channel list(with unlimited channels/list) 8 1(Limit 15 ch) 8 Assign personalized name to favorite list Yes No No Advanced predictive search by Director,Actor,Title,Keywords Yes No No Sort by channel category ,names and numbers Yes Yes Yes Sort channels via Mini-guide Yes No Yes
  38. 38. WHY BIGTV <ul><li>Largest Distribution network </li></ul><ul><li>Best offers and Packages with total customization. </li></ul><ul><li>Promote true DVD quality pictures as well as DVD quality sound. </li></ul><ul><li>Providing Best technology in the market(MPEG-4). </li></ul><ul><li>More than 250 channels to view. </li></ul><ul><li>120 movies absolutely free. </li></ul><ul><li>Free to View newly released movies produced by ADLABS. </li></ul><ul><li>No more troublesome channel switching with Mosaic service. </li></ul><ul><li>Largest customer service facility with 1 year on-site warranty. </li></ul><ul><li>Easy renew subscription methods. </li></ul><ul><li>More importantly BIGTV is backed by strong,trusted,reliable RELIANCE ADAG GROUP. </li></ul><ul><li>Finally…………. </li></ul>
  39. 40. WHY BIGTV