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  • Rural Dish TV Penetration

    Transféré par

    Vijesh RamaChandran Nair
    201 vues17 pages
    This document summarizes the DTH services market in India. It outlines the key players in the market including government-owned and private operators. It provides an overview of the current subscriber base and market segmentation. It also discusses the marketing strategies of major players such as targeting rural customers, sales promotions, celebrity endorsements, and customer service support in local languages. Finally, it notes that a new entrant should consider its target market, competition, and developing a strong marketing mix around product, price, place, and promotion.

    Description originale:

    rural Initiatives and Marketing in Indian Rural Sector

    Titre original

    Rural dish TV Penetration

    Copyright

    © Attribution Non-Commercial (BY-NC)

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    PPTX, PDF, TXT ou lisez en ligne sur Scribd

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    This document summarizes the DTH services market in India. It outlines the key players in the market including government-owned and private operators. It provides an overview of the current subscriber base and market segmentation. It also discusses the marketing strategies of major players such as targeting rural customers, sales promotions, celebrity endorsements, and customer service support in local languages. Finally, it notes that a new entrant should consider its target market, competition, and developing a strong marketing mix around product, price, place, and promotion.

    Droits d'auteur :

    Attribution Non-Commercial (BY-NC)
    Téléchargez comme PPTX, PDF, TXT ou lisez en ligne sur Scribd
    Signaler comme contenu inapproprié
    201 vues17 pages

    Rural Dish TV Penetration

    Transféré par

    Vijesh RamaChandran Nair
    This document summarizes the DTH services market in India. It outlines the key players in the market including government-owned and private operators. It provides an overview of the current subscriber base and market segmentation. It also discusses the marketing strategies of major players such as targeting rural customers, sales promotions, celebrity endorsements, and customer service support in local languages. Finally, it notes that a new entrant should consider its target market, competition, and developing a strong marketing mix around product, price, place, and promotion.

    Droits d'auteur :

    Attribution Non-Commercial (BY-NC)
    Téléchargez comme PPTX, PDF, TXT ou lisez en ligne sur Scribd
    Signaler comme contenu inapproprié
    sur 17

    DTH Services Market

    Prepared By: - Konark Garg - Saurabh Dhingra - Vijesh Ramachandran Nair

    Current Scenario
    Households (In Million)

    Home with TV, 116 Total Home, 220

    TV & Cable connection, 68


    TV & without Cable connection, 45

    Key Players
    Government Owned Indias 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 Indias 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 socialmedia,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

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