Dish TV segments the market geographically, demographically, and behaviorally. Geographically, it has equal urban and rural subscribers and offers specialized packages for different regions and states. Demographically, it targets different age groups, genders, and income levels with tailored packages and pricing plans. Behaviorally, it offers deals during special occasions and festivals and segments customers based on their user status, benefits sought, lifestyle preferences, and passions. Dish TV has repositioned itself over time with new taglines emphasizing its extensive content offerings and value. It initially targeted DD Direct+ customers but now aims to be recognized as the top DTH provider across markets through celebrity endorsements, active channels, and promotional deals.

1. SEGMENTATION:
GEOGRAPHIC SEGMENTATION:
Urban and Rural:
Dish TV has equal distribution of subscribers in urban and rural markets. The cable-dry rural
markets had been their strength when they launched their services first in these markets. In rural
areas, Dish TV runs fleet of vans for demos, installation as well as selling hardware and pre-paid
vouchers.
Region and States:
It has come up with special offers for the southern region where regional and sports channels are
viewed the most. Like south silver cricket, new super silver, south silver saver, south family,
south super world and south super platinum packages available for the south Indian viewers.
Ultimate sports bonanza available in Andhra Pradesh only. Dish TV has structured a basic
bouquet of customized package of channels which are in demand in a particular state at a very
affordable price pack like North diamond pack and South diamond pack. Besides this Dish TV
has also launched Rest of India and South pack in scheme of new packages, targeting north and
south India consumers separately.
DEMOGRAPHIC SGMENTATION:
AGE and GENDER:
As the market gets fragmented, niche channels will become more and more desirable. The
increased interest in unique content channels is in line with the international trend, where once
the market matures, consumer needs come into focus. Thus channels on Education, Women,
Gardening, a variety of Sports, Wellness and Religion, etc. make their appearance, dishtv will be
launching several of these niche channels to create a unique and exciting offering for its viewers
of every age and gender segment. Dish TV had launched „Children Films Festival‟ with a
bouquet of over 25 super-hit films across various categories priced at Rs. 25/- per movie thus
targeting the children segment. Besides this value added services like Games Active, Bhakti
active services etc carters to needs of customers from various age groups and gender.
INCOME:
Recognizing the vast differences in tastes and pocket sizes of different consumer segments,
content has been aggregated and classified into different products like Dish truHD recorder, dish+
with recorder, standard set top box, Dish tv on wheels and dish freedom . The strategy is to
gradually upgrade the low subscriber, through tailor made add on packs on a-la-carte like movies,
business, and etc. basis for specific entertainment needs. Keeping income levels of consumers in
mind, Dish tv apprises the consumer of its three-tier pricing. It gives a choice to the consumer to
select from a three level flexi plan that bundle three, six or 12 months of subscription along with
the initial box.
FAMILY SIZE:
Dish TV came out with the “Super Family” pack offering Dish TV with 3 months of free
subscription and a minimum recharge amount of Rs 220 pm aimed at families where the number
of viewers is less and watch only niche channels. Super Family pack caters to entertainment
needs of all the members of the family in all age groups.

2. BEHAVIOURIAL SEGMENTATION:
OCCASIONS:
Dish TV comes out with new offers of channels or new buyer schemes at relatively cheaper rates
on occasions of festivals or major sports events. In the past Dish TV has come with schemes like
Pay for Welcome and Watch Maxi (October 2006), „Diwali Double Dhamaka‟ (November 2007),
the IPL Pack (April 2008), 'Summer Sports Bonanza' (June 2008), Special Onam Offer for Kerela
(August 2007), World cup offer (March 2007).
BENEFITS:
Dish TV offers benefits to customers like:
• In a cricket match choosing the language of the commentary, camera angles, know player
statistics and watch match highlights at our will.
• Surf through hundreds of channels using a mosaic screen showcasing all channels of a single
genre.
• Subscribers can order and watch Hollywood, Bollywood and Regional blockbusters whenever
they want, with no ad breaks and the subscriber can watch it multiple times within 24 hours.
• Using EPG, one gets an easy and friendly display of the program schedule on all channels and is
loaded with amazing features such as programme alert, parental lock, channel sorting, creating
lists of favorites and so on.
• Unique feature where subscribers can choose from multiple languages on select channels.
USER STATUS:
Every product has its non users, ex-users, potential users, first time users and regular users. In
order to attract the non users and potential users Dish tv with a finger on the consumer pulse has
time and again brought innovative and exciting consumer promotion offers into the market.
Schemes like World Cup Free Offer, Free bhi Zyaada bhi, Ab Sab Sikandar, and the landmark Set
Top Box Free Offer, have not only added to the pace of acquisitions but attracted specific
consumer audiences like sports lovers and kids into its fold.
PSYCHOGRAPHIC SEGMENTATION:
Dish TV has successfully segmented the market through an expanded product range at
appropriate price points. By offering packages like cinema active, khel active, movie active,
music active is targeting people with specific lifestyles. Premiering new movies within weeks of
their releases is targeted at people who want to see latest movies at affordable prices. Dish TV
premiered movies like Delhi-6 and Aa Dekhen Zara within weeks of their release. Dish TV has
also targeted the youth segment with offers like “Michael Jackson Live in Bucharest tour” for
just Rs 25, Microsoft Xbox 360 Arcade.

3. POSITIONING:
“Sab Par Dish Sawaar Hai”
With its new tag line, Dish TV has repositioned itself as a player that meets the requirements of
consumers obsessed with their entertainment. As a step to move forward in the ever-evolving
market dynamics where the name of the game for any brand is to continue to reinvent itself, Dish
TV aims to target a younger audience through its new approach. Dish Tv realised that people
interact with television differently. There is a set of audiences for whom TV is just a source of
education. But most of India still depends upon TV as a source of entertainment and a lot of them
are passionately involved in it. And they will go to any length to ensure that nothing comes
between them and their TV. The current idea takes into account the needs of people who are
extremely passionate about their entertainment. That‟s how the expression „Dish Sawar hai‟ came
along.
“Dish Karo, Wish Karo Thoda aur wish karo Dish karo”
With this Dishtv made a very confident entry into the psyche of every Indian viewer by asserting
itself as the clear DTH champion. Moreover it positioned itself as a far better and a smarter
option to cable TV which apparently is enjoying a relatively a larger viewership. The brand
ambassador of Dish TV, Shah Rukh Khan urges the viewers not to be complacent with the
smudgy and faulty cable service. A simple line, “Santusht with your cable TV? Thoda aur wish
karo, dish kar” inspired millions of Indians to shed their inhibitions and move up in life. The
entire nation wished with dishtv, through a breakthrough campaign that not only amplified
dishtv's image, but revamped the entire DTH category as a whole. It questioned the attitude of our
countrymen who are ever satisfied with sub optimal services. It further encouraged them to
switch from poor service of cable TV and start wishing for much better quality entertainment
with dishtv.
But Dish TV has repositioned itself with a new tag line which says “Sabse Zyaada” means:
” Dishtv Offers Sabse Zyaada Entertainment
Sabse Zyaada - Number of Channels
Sabse Zyaada – Regional Channels
Sabse Zyaada Genre
Sabse Zyaada - Value at Every Price Point”
The reason for this being that two years back, when Dishtv launched the Wish karo campaign,
they were competing with cable operators and the poor quality of delivered content but now with
rising competition among DTH players, there was a need to re-establish their brand as the largest
content provider. “Sabse Zyaada” is a positioning that clearly brings together the differentiation
of Maximum Entertainment and Maximum no. of Channels and Maximum Value offered by
Dishtv in a powerful way.

4. TARGETING:
At the start when Dish TV was making an entry into the Indian market, it targeted DD Direct+
customers.
But now being an established player in DTH market reigning at no.1 slot, Dish TV has revamped
its targeting strategy. Dish tv has become a brand to reckon with. The name dish tv is highly
salient and almost generic to the category. Due to aggressive advertising and media presence,
today the brand enjoys top-of-mind recall and recognition by consumers across markets. Dish tv
has the king of entertainment- Shah Rukh Khan, as the ambassador to endorse its brand. An
iconic figure and a mass drawer, SRK signifies all that dishtv stands for - entertainment
personified tech savvy, family appeal and leadership status. This association has resulted in an
enhanced brand recall and brand image, which is also reflected in the incessantly growing sales
figures. Besides this, giving new connections at a reasonable price, Dish TV also offers hosts of
active services for their value-added channels — which air things other than the usual television
programmes, such as, gaming, education, virtual pilgrimage, and so on. But Dish, in addition to
the others, has ICICI Active. It is a co-branded channel that tells you all about ICICI Bank, the
country‟s second-largest lender after State Bank of India, and its services, including an EMI.
From time to time Dish TV comes up with various promotional offers in form of coupons or set
top box free to encourage customers to make mental commitment to buy their product which
increases the brand purchase intention of the customer.
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