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Brand management of digital

cable network 

Efforts by:-Saurabh Garg MBA 4519/08

Ankit Srivastava MBA 4528/08

Ajay Yadav MBA 4508/08

Shruti Mehrotra MBA 4546/08

Atul Mani MBA 4543/08

Anil Kumar MBA 4524/08

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 r a n d m a n a g e m e n t o f i g i t a l  a b l e  n e t w o r k 

Efforts by:-Saurabh Garg MBA 4519/08Ankit Srivastava MBA 4528/08

Ajay Yadav MBA 4508/08Shruti Mehrotra MBA 4546/08Atul Mani MBA 4543/08Anil Kumar MBA 4524/08

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AGENDA

• Market Size of the Industry(Industry Analysis)

• Competitors’ Analysis -Market share - Brand Image - SWOT Analysis•

Customer’s Analysis -STP -Motivational factors -Latest Trends• Strategic Brand Analysis

 – Self Analysis – Brand Personality – Core Competencies – Promotional strategies & Media Budget – Distribution Channel

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MARKET SIZE OF THE INDUSTRY (INDUSTRY ANALYSIS)

• Total TV owing household is 117 million.

• It represent 54% penetration of TV in India House hold

• Out of this cable & satellite is about 60 million

• Total subscriber base of DTH is 8.9 Million

• Few years back there were at least 1 Lac of cable operators in

India and now reduced to 60 K.

•

• DTH industry revenue is expected to grow by 80% compounded per annum over the next 4 years and will be in the range of Rs.

100 billion in 2011• In 2008 the size of India Media & Entertainment industry was of 

Rs. 60,000 Crore which is expected to grow about 1,15,000crore by 2012.

•

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BARRIERS IN DTH INDUSTRY

• High initial setup cost, transponder and other hightech Equipment

• Low margin high volume industry

• Cost of setup box is high• Pricing has to competitive – operator v/s service

 providers

• Differentiating through content

• Multicultural & multilingual geography

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COMPETITORS’ ANALYSIS

Market Share Analysis

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TATA SKY

• It has EPG in two languages: Hindi and English.

• Tata Sky has MPEG-2 technology, a hard disk 

and an in-built personal video recorder (PVR)

• The limited number of channels is its biggest drawback.

• The showcase or movie channels offered are not too good.

BIG TV

  It runs on MPEG-4 and offers quite a good number of channelsand interactive applications.

• An interactive mosaic window displays twelve Live TVchannels from one category per screen.

• As it is symbol-oriented, you will be spending a lot of time to find the functionality.

• Even the remote control keys are confusing with

just symbols being depicted.

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Dish TV

• Dish TV was the first private DTH broadcaster  in India

•It offers a large bouquet of channels and is

cost-effective

• Dish TV has a good number of subscribers, it runs on MPEG-2and offers very few interactive applications.

Sun Direct• Unique bundling of channels and effective price packaging

established it as the leader in the four southern states

• Sun DTH uses the MPEG-4 technology and will launch HDservices soon

• It offers a basic package of over 130+ channels for anintroductory offer of Rs 499

(5- month subscription) along with free dish and set-top box but Rs 1000

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Hospitality (Restaurents, Hotels)Electronic Retails Outlets

1. Cable Connection Holders2. Laptop & Desktop Users (3G Advancement)3. National Network (Doordarshan)

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CORE COMPETENCIES

• 3G inbuilt technology

• Delighted customer service cell (regional vise)

• Multiple Payment option (internet, sms, IVR,

recharge cards)• Customise Channel system

(a) News (b) Cartoons (c ) Movies (d) Music

(e) Sports (f) Aesthetic (g) Family shows

(h) Adventures (i) English channels

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MARKETING STRATEGIES

• Pricing Strategies: pay per package

• Monthly, Quarterly, Half yearly & Annual

• Package Pricing

• (a) Fixed price (b) Variable price

Advertising Media

• Hoardings

• Event marketing

• Opening Kiosk 

•  Newspapers

• Online Marketing

• Electronic Media Ads

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DISTRIBUTION STRATEGIES

• Electronic shop retailors

• Several Retail Outlets

• Direct Marketing

• Tele Marketing

•

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WHY ONLY VELOCITY

• Comfortable Packages- Best suited to every pocket

• Inbuilt radio system with digital sound

• Shock proof, wider dish

• 3G enabled

• Inbuilt recording and program resuming facility

• Jump genres facility

•

Wheather watch• Reminders

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• Multiple ticker 

• Parental control

• Preview screen

• Active services for housewives