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Introduction

Since incorporation in February 2006,HITV Limited has provided a platform

for entertainment ,lifestyle,music,news and sport that are rich in quality

and local programs.Hitv has grown to become a leading brand and in just 3

yrs,it had done perhaps what so many organizations are still pondering on

how to achieve,your entrepreneurial spirit is worthy of emulation.

The entrepreneurial spirit of many Nigerians has therefore been appraised

as so many people use HITV as a platform for viewing centers,which has

boosted many families financial power and also acted as a source of

revenue generation for (viewing center owners) individuals all overNigeria.


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Background

Some commercial users better known as viewing centers use HITV as a

platform for making thousands of naira day in day out.

There is a speculated fee for commercial users.

These viewing centers pay 4,000(four thousand naira), a monthly

subscription fee for home users.

There are thousands of viewing centers all over the nation and HITV as an

organization cannot leave its core business of content provision to track

and monitor viewing centers.


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Implication

HITV looses millions of naira monthly and

almost a billion annually because of inaccuratecharging.


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In a time when the world is in economic recess,businesses are

crashing and some running at lose.Businesses should make optimal

use of its resources to maximize profit.This is a major way of

sustaining a business at this time.

Tripod Concepts


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The Task

How to get addresses,phone numbers,card

numbers of all viewing centers that uses HITV.

Collate data for future reference and use


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Why scouting and data keeping are

essential

Viewing center scouting and data keeping will guarantee that HITV charges

accurately.This concept guarantees a revenue increase of over 1,000,000,000 (one

billion naira annually)

Customers database will ensure customer management

If Hitv has been keeping accurate data of customers addresses,card no and

names,problems such as payment of customers on other card no will not occur

For those that cant afford to pay 4,000 monthly they should be the first to be told

about the new 1,900 package.since they have been on the platform before.


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STRATEGY


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Situation analysis and pricing

Commercial fee

Implication

Pricing

Timing

Implication:

Having thought about the implication the commercial fee will beon the viewing center we have the believe that HITV will retain the E.P.LS 80%right and as long as this right is retained viewing centers have no options but tostick to HITV especially now that the right to view the E.C.L has been won.

The commercial fee HITV is offering will definitely be cheaper than that ofyour biggest competitor DSTV,their proposed speculated fee is 13,000.

Even as they say you cant pay football anywhere else in the world and feelfulfilled if u haven't played in the EPL.30 million Nigerians are glued to the E.P.L

weekly.


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Pricing

Although the commercial fee for the commercial users solely depend on on your

management,we will like to give you guidelines on pricing.

Price: The assigned numerical monetary value of a good,service or asset

Pricing:The manual or automated process of applying prices to purchase salesorders.

Relevant pricing questions.

How much do we charge for our viewing centers?

(how much are people willing to pay)

Competitor based pricing:what price is similar competitor offering for the same

service.

Cost Plus pricing: What is the cost of production + percentage = selling price.


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Pricing Objectives.

Maximize long-term profit

Increase sales volume(quantity)

Increase sales value (Naira)

Obtain a target return of investment (ROI)

Stabilize market or market price Company growth

Maintain price leadership

Get competitive advantage

Having consider these factors we would suggest a fee ranging from 6,000to 7,000 this fee will ensure that all objectives are met and customerswilling to pay.


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TIMING

We suggest that the commercial fee should beintroduced at the start of a new season August

2009.By then viewing center owners have already

been alerted through mail or letters.


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Merchandizing Trends

Frame boards for viewing centers

Neon wall signage

Large pvc stickers. HITV Branded chairs for viewing centers


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Motivation for channel continual patronage

Stability of services

Customer relationship

Business Empowerment

Recognition and celebration

Emerging Product offerings/Trial

One on One contact

Neighborhood accessibility


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Partner Empowerment/Growth Strategy

The growth of the program is designed to develop ,grow and empower each

customer using the following:

Training and seminar (Group or Manual)for viewing centers.

Offering advisory servicese.g: 1.How to scan for channels in case of reception problems

2.Other technical training services.

3.special invitation to customer forum/dinner events.

Dedicate special customer care numbers for viewing centers

Timely and effective complaints handling


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Patronage incentives and

promotions Merchandising materials Personalized branded materials e.g T-

shirts,Face caps and other HITV souvenirs

End of the year party for viewing centers

Award for the best viewing center of the year.


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Strategy for customers retention

Meet and exceed expectations

Exceeding expectations need not be costly. volunteer to collect and replace a faulty product from a

Customer rather than issuing a credit note and waiting for the normal call cycle to schedule a call on the

customer offer better, lower cost solutions to the customer, even though that might reduce margin

provide information about the customers served market.

Find ways to add value

There are three common forms of value-adding programme: loyalty schemes, customer clubs and salespromotions.

Loyalty schemes

Loyalty schemes reward customers for their patronage. The more a customer spends, the higher the

reward.

It is suggested that successful schemes deliver five types of

value to participants:

cash value: how much is the reward worth in cash compared with what is spent to obtain it?redemption value: how wide a range of rewards is offered?

aspiration value: how much does the customer want the reward?

relevance value: how achievable are the rewards?

convenience value: how easy is it to collect the credits and redeem them for the reward?


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Strategy for customer retention

Channel Customer clubs

Customer clubs are organizations established by companies to deliver a range of benefits to members.

The initial costs of establishing a club can be quite high, but thereafter most clubs are expected to cover

their operating expenses and, preferably, return a profit. Research suggests that customer clubs are

successful at promoting customer retention.

To become a member and obtain benefits, clubs require customers to register. With these personaldetails, the company is able to begin interaction with customers, learn more about them, and develop

Offers and services for them.

Channel Sales promotions

Whereas loyalty schemes and clubs tend to have a long life, sales promotions offer only temporary

enhancements to customer value. Sales promotions can also be used for customer acquisition.

Retention-oriented sales promotions encourage the customer to repeat purchase.

Bonding

The next customer retention strategy is bonding. Our research identified many different

forms of bond between customers and service provider.


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Strategy for customers retention

Social bonds

Social bonds are found in positive interpersonal relationships between people on both sides of the

customersupplier dyad. Positive interpersonal relationship are characterized by high levels of trust

and commitment. As the number of episodes linking customer and service provider grow, there is

greater opportunity for social bonds to develop. Suppliers should understand that if they act

opportunistically or fail to align themselves to customer preferences, trust and confidence will beeroded.

Structural bonds

Structural bonds are established when companies and customers commit resources to the

relationship. In general, these resources yield mutual benefits for the participants.

For example, a joint customersupplier quality team can work on improving quality compliance,

benefiting both .

Build commitment

The final strategy for building customer retention is to create customer commitment. Various studies

have indicated that customer satisfaction is not enough to ensure customer longevity


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Get Hi in your neighborhood

promotional conceptThis concept is to promote HITV while giving the public anavenue to watch programs(movies,football matches e.t.c) on

movable mobile HITV vehicles,these vehicles could be

stationed at different strategic areas in Lagos showing to

viewers.It could be in love garden or shitta in surulere today

and be in v/island tomorrow.

This concept is also CSR(cooperate social responsibility) from

HITV

Documents

HITV Viewing Center Channel Management Proposal