Rural dish TV Penetration

DTH Services Market Prepared By:

- Konark Garg

- Saurabh Dhingra

- Vijesh Ramachandran Nair

Current Scenario

Home with TV; 116

TV & Cable connec-tion; 68

TV & without Cable connec-tion; 45

Total Home; 220

Households (In Million)

Key Players

• Government Owned• India’s First Free DTH service• Launched on December 16,2004.• One of the most influencer in rural market.• Target Customer:- Areas without cable• Product USP:- Tie up with Igo which provide latest technology

within affordable budget.• Marketing Strategy:- :- Sales Promotion added with customer education (Mobile van campaigning , Mela participation etc.). :- Advertising along with CSR (Wall paintings,hoardings,Bus shelters etc.)

• First Private Owned• India’s First Private DTH service• Launched on 2005.• Subscriber base of 17million @ growth @57%.• Target Customer:- Rural Market• Marketing Strategy:- :- Sales Promotion (Free Demo, Installation guide etc.) :- Advertising along with Celebrity Secondary association (Shahrukh Khan.)

• Part of Reliance Communications.• Relatively new in the segment.• Launched 0.5billion advertising campaign.• Target Customer:- Rural Market(started off with rural A.P

connecting the educational institutes & IT sectors.)• Marketing Strategy:- :- Sales Promotion added with customer education (Mobile van campaigning etc.) :- Mass Media Campaign on platforms like social- media,Television,Print Media etc.

• 2nd Largest DTH operator in India.• 4.2million subscriber base.• Dominant in high income households.• Product USP:- :- Customer Service Support – supporting local languages with 3 established call centers in pune,hyderabad & Chandigarh.• Marketing Strategy:- :- Strategic Tie up & Sales (ITC e-choupal, Godrej Aadars,etc). :- Advertising along with Celebrity Secondary association (Amir Khan.)

• Currently have 1.1million subscriber base.• Launched on October ,2008.• Target Customer:- Non-Cable Areas.• Likely to add 1.6million new customers by 2010.• Product USP:- Advanced MPEG technology and HD Services.• Marketing Strategy:- :- Trade channel relationship with rural retailers. (Maharastra,A.P,Gujarat,Rajasthan etc.). :- Sales Promotion through village contact activities (Mandis etc.)

Strategy for a New DTH Service Player

Current Scenario

Segmentation

Target Market

Competition

Marketing Mix - Product

Marketing Mix - Place

• Apart from retailers the importance should be given to after sales service.

• Dish TV & Videocon already set up 6 call centers providing support in 12 different languages 24*7.

• Installation of Nodal officers to address the grievances by customers personally will further strengthen the bonding between customers and company.

Marketing Mix - Price

Marketing Mix - Promotion