rural dish tv penetration
DESCRIPTION
rural Initiatives and Marketing in Indian Rural SectorTRANSCRIPT
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