ObjectiveDishtv repositioningCampaign and it’s initialeffect
Indian DTH industry • The television population of India is approx. 150 million and 80% of it have access to cable and satellite • 5 yr old industry; growing & competitive 7 player market • 2005: Dishtv only player • 2006: 1million DTH subscribers • 2007: CAS mandate introduced; SunDirect launched • Tata sky, BigTV, Airtel, Videocon folllowed suit • DTH has a 25% market share with more than 35.5 million DTH subscribers (as of 30th June 2011) • Better sound/picture quality; price disadvantageSource:www.rncos.com/Report/IM198.htm
The growth story•World’s largest DTH market by 2012 (Source: MPA)• Expected to grow at 24% CAGR• Rural areas real growth drivers•Market share Cable TV DTH 2011 70% 25% 2020 65% 35% •Cable & satellite TV penetration to grow to 90% • Subscription revenue growth @12% CAGR; industry sales to reach $12.1 billion by 2015 •Advertising market to grow at an average17% p.a over 2010-15 Source: www.livemint.com/
Quick facts• Dishtv is a division of Zee Network Enterprise (Essel Group Venture)• India’s first direct to home (DTH) satellite TV service; launched in year 2004; current market leader• Provides features such as Electronic Programme Guide (EPG), parental lock, games, 400 channels, insta flip, interactive TV and movie on demand• Dish TV has its own platform for more than 330 channels and services including 22 audio channel and 43 HD services with a subscriber base of 11 million• Products: Dish Standard STB, Dish truHD (2011), Dish on wheels, Dish Freedom• Competitors : Cable television , Airtel digital TV, Reliance Big TV, Tata Sky, Sun Direct, and Videocon D2H
Financials Dish TV website
Facts&Figures Subscriber acquisition No. of Subscribers (Million) Subscribers FY ‘11 (as of 30 June ‘11) 11.2 Subscriber addition in Q3 FY ‘11 0.74 Subscriber addition in FY ’11 (Q1-Q3) 2.04 Total subscribers FY ‘11 12.5 FY ‘12 Subscriber acquisition target 3 Details ValueDTH subscriber acquisition cost Rs. 2124 (from Rs.2232 in Q2)HD Subscriber acquisition Cost Rs. 3000Subscription Revenue 4.25 bn (up by 37.6%)ARPU Rs.152 ( Rs. 150 in 2010)
Market ScenarioDTH Operator Launched in June 2005 Dishtv November 2008Airtel digital TV September 2006 Tata Sky March 2008 Sun Direct September 2008 Big TV April 2009Videocon d2h www.dth.co.in
Price comparison •Rest of India •South Pack DTH provider Base pack Base pack DTH HD Tata Sky Rs.1650 Rs.2800 Dishtv Rs.1590 Rs.2690 Videocon D2H Rs.1690 Rs.2790 Airtel dth Rs.1590 Rs.2890Reliance BigTV Rs.1590 Rs.2890 Sundirect Rs.1590 Rs.3690
Future plans• Dish TV plans to raise up to $200 million from overseas investors. The company has applied to the Foreign Investment Promotion Board (FIPB) for approval.• Fy’12 target of acquiring 3mn customers following mandatory digitization by government.
The New Campaign
Why reposition?• Objective: To increase bonding and affinity with consumers• Communication strategy : to align brands core promise to appeal to the thought leaders in TV entertainment consumption, the immersed passionate viewer.
About the campaign• Repositioning exercise• Tagline: “S P Dish S ab ar awar Hai”• Launched: 17th January 2012• Brand ambassador: Shahrukh Khan in seven avatars• Big idea: Position Dish TV as a thought leader; a brand which enables the immersed, passionate viewer to keep his passion alive• Ad Agency: McCann Erickson• Song written by Prasoon Joshi ; Composed and sung by Amit trivedi• Old campaign: “G ha r A y i Zind a g i” a• Advertising budget: INR 25 crore for phase 1• Ad plan: 4 TVCs to be rolled out• TG: young and entertainment savvy dishtv consumers• Based on: Consumer insight about TV viewing habits
Some insights from dishtv research• TV - a ‘sitback’ medium• TV – primarily a source of entertainment than education• A lot of people are passionately involved – do not like obstruction while watching TV
Marketing initiative• TVC - 4 ads in phase 1• Launched ‘Dishsawarhai.com’ – activity based• Created facebook and twitter pages• Launching song as an anthem• Audio led ground activation to promote the anthem
I think the campaign…
has an ulterior objective..• Subscriber additions after October witnessing a slowdown• To acquire new consumers basis mandatory digitalization by government• To retain market share
And, we think the campaign is…
• Witty; Realistic ; noticeable• Catchy tag line and song• Aptly captures the craziness and passion some people have for TV• Captures various segments of TV viewers• More appealing to younger and actively engaged set of consumers.• The song “Sab pe dish sawaar hai” communicates the passion well• Also,brings forth the effect of TV on consumers
• Generated enough buzz fac ebook• Like- 80,276; Talking about- 4,498• Download Dish TV Anthem• Dish Sawaar Hai Game twit ter •3000 Followers •Positive tweets about the new campaign.
• However, core TG undefined: non DTH, other DTH users or Dishtv users?• Fails to highlight Dishtv benefits/unique features; just shows the impact of multiple channels on viewer’s of today• Just revolves around passion in people• Shahrukh reduced to a prop - 7 avatars- purpose unclear