Brand management dish tv

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Brand management dish tv

  1. 1. Brand Management Presentation -By Shagun Lidhoo Roll No: 711 Specialization: Advertising Batch: 2014
  2. 2. The DTH Sector in India • DTH services were first proposed in India in 1996. But they did not pass approval because there were concerns over national security and a cultural invasion. • In 1997, the government even imposed a ban when the Rupert Murdoch-owned Indian Sky Broadcasting (ISkyB) was about to launch its DTH services in India. • Finally in 2000, DTH was allowed in India.
  3. 3. Market Share of all major players in D2H segment (2006-07) 70% 25% 5% Dish TV Tata Sky Sun Direct Lesser Competition
  4. 4. Market Share of all major players in D2H segment (2010-11) 29% 19% 16% 16% 11% 9% Dish TV Tata Sky Sun Direct Airtel Videocon D2H Big TV Increased Competition
  5. 5. DISH TV • DISH TV is a division of Zee Network Enterprise (Essel Group Venture). • DISH TV is India’s first direct to home (DTH) entertainment service. • Dish TV is presently Asia's largest and going to be the world's largest DTH company. • Dish TV had about 13 million customers as of 31 October 2012.
  6. 6. Product Life Cycle Continuous Innovation Changing Lifestyles Not at a decline, but the sales have slowed down, due to high competition.
  7. 7. Target Market Profile • DTH provider’s target customers include various strata of the society, with different service packages available to each one. • To improve its performance in the competitive DTH market, the managements should assess their brand positioning among the target segment.
  8. 8. SWOT Analysis of DISH TV • Strength: – Vast distribution of dealers and customer service across 6600 towns – High No. of channels – Maximum Content – Considerable brand equity – Good mix of regional packages – Good branding and marketing by roping in celebrities for TVCs and print ads – Customized packages and services as per the customers requirements
  9. 9. • Weaknesses: – Provides only Mpeg-2 compression against MPEG-4 by competitors – Low revenue per user compared to global Industry – High Customer Acquisition Cost SWOT Analysis of DISH TV
  10. 10. • Opportunities: – Strategic exclusive alliance with Bollywood and sports events – More roll out of CAS by Govt. of India – Value added services and Gaming – Areas for revenue gathering SWOT Analysis of DISH TV
  11. 11. • Threats: – Improved quality by digital players – High Customer Retention Cost – Stiff competition from cable operators SWOT Analysis of DISH TV
  12. 12. Competitor- TATA SKY • TATA SKY is a direct broadcast satellite television provider in India. • Incorporated in 2004, Tata Sky is a Joint venture between the TATA Group (80%) and British Sky Broadcasting Group (20%). • Tata Sky was selected as a ”SUPER BRAND” for the year 2009-2010 by an independent and voluntary council of experts known as Superbrands Council. It is the only Indian DTH to have won this distinction. • Tata Sky had a subscriber base of 10 million customers, as of 31st October 2012
  13. 13. SWOT Analysis of TATA SKY • Strength: – Leveraging on TATA brand – Technological support from SKY – Superior picture Quality – Introduction of new and affordable packages – Good Customer Service – Interactive channels and Services – One of the first to come up with record-rewind-pause functions – The first to break the Rs 100 price barrier in packaging; first to introduce HD service at an unimaginable price point and now, the first to provide a world-class quality DTH service
  14. 14. • Weaknesses: – Second mover after DISH TV, who captured major market share – Cannot provide free service like DD – Currently, does not offer free set-top box, like DISH TV – Dependency on several broadcasters – Poor signal quality during rains SWOT Analysis of TATA SKY
  15. 15. • Opportunities – Larger disposable incomes with India – Tapping niche markets with better service and product offering – Expansion of distribution network through exclusive stores – Interactive advertising – Increase in number of TVs sold – Global demand of DTH services – More value added services SWOT Analysis of TATA SKY
  16. 16. • Threats – Increasing competition – High dependence on ISRO – Dependency on certain broadcasters for their channel content, thus increase in price – No exclusivity in content SWOT Analysis of TATA SKY
  17. 17. Revenue (2011-2012) • DISH TV, the leading DTH service in the Indian Market, recorded a profit of Rs. 557.8 Crore, during the fiscal year 2011-12. • Whereas, it was not a good year for TATA SKY, as they recorded a loss of Rs. 298 Crore, till the end of March ‘12. However, the present value is 36% decrease in loss from Rs 470 crore loss in 2010-11 and 52.4% decrease in loss from Rs 626 crore loss in 2009-10.
  18. 18. Consumer Wants • Functional: Following are some of the features of DISH TV:- – Digital Picture Quality – Stereophonic Sound – Geographic Mobility – Uninterrupted Viewing – Capacity up to 400 DTH Channels
  19. 19. Consumer Wants • Value:- – DISH TV imparts DVD quality picture and stereophonic sound effects to the customers. – It promises to change the experience of TV viewing with its uninterrupted transmission service. – The endeavor enters next level of entertainment with futuristic features, such as EPG (Electronic Program Guide), parental lock, games, 400 channels, interactive TV and movie on demand.

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