brand building strategy of Dishtv

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BRANDING STRATEGIES OF DISHTV Presented To : Presented By : Prof. Vijendra Dhyani Abhinav Anand (BM-014106) Gaurav Singh (BM-014092) Abhishek Awadhiya (BM- 014107)

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It defines the brand building strategies done by dishtv.

Transcript of brand building strategy of Dishtv

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BRANDING STRATEGIES OFDISHTV

Presented To : Presented By :Prof. Vijendra Dhyani Abhinav Anand (BM-014106) Gaurav Singh (BM-014092) Abhishek Awadhiya (BM-014107) Gaurav Jha (BM-014091) Harshit Abhishek (BM-014094) Sharad Prakash (BM-014120)

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“GOOD BYE CABLE PROBLEMS. HELLO DIGITAL !”

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INTRODUCTION

• Dish TV is India’s largest Direct to Home (DTH) television operator started in 2004,having a market share of 28 percent .

• Dish TV was also voted India's most trusted DTH brand according to the Brand Trust Report 2014

• It provides features such as Electronic Programme Guide (EPG), parental lock, games, 425+ channels and services, interactive TV and movies on demand.

• It shows the maximum number of HD channels(42).

• Its primary competitors are Tata Sky, Sun Direct, Airtel digital TV, Videocon d2h and cable television providers.

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Swot Analysis

STRENGTH 1. Good Distribution channel with customer service in 6600 cities

2. Maximum Number of channels3. Good Mix of Regional Channel4. Customized package & services

WEAKNESS 1. Low revenue as compared to global industry2. Higher Customer Acquisition Cost

OPPORTUNITY 1. Exclusive alliance with Bollywood and sports events

2. Value added services

THREATS 1. Higher Customer Retention Cost2. Stiff competition from cable operators3. Tough Competition from Competitors

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TIMELINE OF BRAND BUILDING STRATEGY BY DISH TV

2007

Biyani to buy 4.9 % stake in Dish TV.

Taken Shahrukh Khan as brand ambassador.

2008

Dish TV India Ltd has appointed Mr. Mintoo Bhandari as an alternate director in place of Mr. Eric Zinterhofer.

The company has issued rights in the ratio of 100:121 at a premium of Rs 21/‐ per share.

Dish TV joins hand with Sony Pictures

2009

Dish Tv India Limited has appointed Mr. Ranjit Singh as Company Secretary and Compliance Officer of the Company w.e.f. December 12, 2009.

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2010

Dish TV ‐ Dish TV Crosses 9 Million Subscribers.

Dish TV India ‐ R. C. Venkateish joins as CEO of Dish TV Ind.

Dish TV India ‐ Dishtv Launches Tru High Definition (HD) Ser.

PVR and Dishtv Tie up to promote IPL 20‐20 Matches.

Dish TV Becomes Asia Largest DTH Service.

2011

Dish TV Ties up with MPOnline.

Dish TV makes DTH portability a reality launches Dish Freedom.

Dish TV ties up with J&K Bank.

Dish TV crosses the 10 million subscriber mark.

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2012

Dish TV launches Dish truHD Plus with unlimited recording capacity.

Dish TV announces Basic Channel Tier free of cost to all customers in the First phase of digitization..

Dish TV started a new TV campaign with the tagline of ‘Sabpe Dish Saawar Hai’.

2013

Asia's largest Direct‐to‐home company announced Dish TV as the Best Managed Company in Asia in the Media sector.

Dish TV offers maximum High‐ Definition (HD) Content with 25 HD channels and 17 HD services, unlimited recording facility in both HD and SD set top boxes.

Dish TV have added a new channel Sobhagya Mithila in Maithili for Bihar and Jharkhand.

Newly launched DishOnline application crossed one lakh downloads in less than 30 days of its launch.

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2014

Dish TV announced the launch of Zing an exciting New Brand which has been specially conceptualized and customized keeping in mind new regional viewers that are moving over to the digital platform.

Dish TV has signed up strategic alliance agreement with JetPrivilege Pvt. Ltd as a Lifestyle Partner for the JetPrivilege Loyalty and Rewards Programme.

Dish Tv Collaborates with Concentrix Coporation to Enhance their Business Services for their premium customers.

2015

Dish TV on 18th August announced the launch of Dish Flix , a push VOD service aimed at redefining hindi movie viewing and to enjoy uninterrupted ad-free entertainment.

Dish TV makes profit of Rs 35 Crore in the financial year 2014-15.

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HOW DISHTV RAISED BRAND AWARENESS ?

DishTv has raised its awareness by following ways :

Advertisement Social Media Banners Association with KKR in IPL. Sponsoring Events

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THE CURRENT SCENARIO

Focus on rural markets

Good mix of regional language channels

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In 2007 In 2014

Increased Competition

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What makes the difference?

USP of the DishTV DTH's product and services can be described as follows:

a) They provide a cheap monthly plan in comparison to other service providers.b) All Doordarshan channels available in its pack. c) DishTV DTH is the first company to bring DTH to India.d) Maximum number of HD channels are provided by DishTV DTH.e) Payment services like traffic Updates and links with ICICI bank provide convenience to the customer.f) Mobile STB service is given for Cars/Vans.

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LIVE STREAMING OF EVENTS

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EVERYDAY

COOKING

WITH SANJEEV

KAPOOR

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Demos Using Mobile Vans

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Promotional Strategy Santusht with your cable TV?

Sabse Zyaada Wish Karo, Dish Karo

Ghar Aayi zindagi

Introducing new channels in high definition

Sab par dish sawaar hai

SRK’s 7 avatar

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The main aim of their campaign were to increase the bonding & affinity with consumers.

Their motto was to maintain the leadership & keep the passion alive of loyal passionate viewers.

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Dishtv is the first DTH provider to make profit in India.

Their net profit was Rs 35 crore in fourth quarter of 2014-15.

New launches like Zing, set of box recording, maximum hd channels have helped the company to sustain its position as market leader.

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Dish tv targets new acquisition through sports driven package.

Dish tv offers highest number of sports channel in its base pack.

This has mapped dish tv to acquire more customers.

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Launching of zing • To grab the regional markets• Differentiates its services from competitors• A strategy to search for newer ways of

reaching out to specific viewers

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• Offerings not limited only to regional channels-dedicated Malayalam call center and local dealers are empowered to solve all their issues, thus making the service better.

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Launching of Dish+

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• Is positioned at a consumer-friendly and competitive price of Rs1,690.

• Fulfils the ‘need gap’ of recording facility for the consumers.• Launched in 42 cities• Compatibility with any USB device• Build an entire genre based library of favorite program

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Dishtv truHD+

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Dishtv truHD+

• New offering is part of Dish TV’s Rs 25 crore marketing blitz aimed at promoting its new positioning.

• Company expects the HD DVR launch to substantially add to its existing 2.5 lakh HD subscriber base.

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Strategy of brand bulding adopted by Dish tv

Dish tv uses the strategy of market penetration. It means low the price then high ,so the people in india is price sensative,then the consumer attracts.

Dish tv targets the regional channels . such as - Dish TV have added a new channel "Sobhagya Mithila" in Maithili for Bihar and Jharkhand. And starts the Malayalam channel for the Kerala Market.

Dish tv attracts the children and kids uses 24x7 gaming portals, games active.The strategy is that for don’t just watch tv starts playing on it

Dish tv using the tool for advertishing frequency for 44 seconds of commercials to the consumer it helpful for the consumer not bored feeling for the commercials.

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Dish tv lunches 1st home video system that is dishflix in india, it is helpful for skip the ads and commercials enjoy without any uninterrupted. And it is also facilited to pause,play fast forward and rewind the tv shows for their own convinence. So ,the customer easily attracts for the comfortness. Just like in youtube but there is no internet portal devices which can be used.

2.Dish tv lunches comedy central hd channel which provides comedy programs ,we know the indian tv serials which is disturbing the mind, so dish tv attracts the customer for laugh , fun and enjoyment for this service.

3.Sab pe dish sawar hai is attracting the customer youth and status. In earlier ghar ayai Zindigi is attracting emotionally, it means the personality of customer is changes day by day.

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THANK YOU