Brand management dish tv

Brand Management Presentation

-ByShagun Lidhoo

Roll No: 711Specialization: Advertising

Batch: 2014

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.

Market Share of all major players in D2H segment (2006-07)

70%

25%

5%

Dish TV Tata Sky Sun Direct

Lesser Competition

Market Share of all major players in D2H segment (2010-11)

29%

18%

16%

16%

11%

9%

Dish TV Tata Sky Sun DirectAirtel Videocon D2H Big TV

Increased Competition

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.

Product Life Cycle

Continuous InnovationChanging Lifestyles

Not at a decline, but the sales have slowed down, due to high competition.

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.

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

• 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

• 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


• Threats:– Improved quality by digital players– High Customer Retention Cost– Stiff competition from cable operators


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

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

• 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

• 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


• Threats– Increasing competition– High dependence on ISRO– Dependency on certain broadcasters for their channel

content, thus increase in price– No exclusivity in content


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.

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

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.

Business

Brand management dish tv