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Marketing Mix

Marketing Mix

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Published by caprisrulz
Maketing, dish TV ,DTH, 4Ps
Maketing, dish TV ,DTH, 4Ps

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Published by: caprisrulz on Mar 12, 2010
Copyright:Attribution Non-commercial


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Direct to home 
Marketing Management 
Page 1
Marketing ManageMent
Assignment 1
Marketing Mix
Dish tV
Submitted by
Direct to home 
Marketing Management 
Page 2
Marketing Mix of Dish TV
The marketing mix of Dish TV consists of four P’s that is Product, Price, Place and Promotion. Theevaluation of the 4 P’s is done on the basis of the attributes of the product, consumers taste andpreference, research and development carried by the company regarding the product, its retailoutlets etc.The marketing mix helps define the marketing elements for successfully positioning market offer.One of the best known models is the Four Ps, which helps you define your marketing options interms of product, place, price and promotion. By using variations of these four components, theability to reach multiple consumers within the target market increases.
Direct to home 
Marketing Management 
Page 3
Product :
Dish TV imparts DVD quality picture and stereophonic sound effects to the customers. It promisesto change the experience of TV viewing with its uninterrupted transmission service. The endeavorenters next level of entertainment with futuristic features, such as EPG (Electronic ProgrammeGuide), parental lock, games, 400 channels, interactive TV and movie on demand. Dish TV alsobrings exclusive national and international channels for the first time in India. Moving beyond thefunctional platform communicated by its ‘Sabse Zyaada Wish Karo, Dish Karo’ campaign, DishTV has unveiled a new brand positioning seeking an ‘emotional connect’ with consumers. Dish TVaims to own the ‘togetherness’ platform vis-à-vis television viewing in households. Doing awaywith a message as strong as “Wish Karo, Dish Karo”, which has a huge traction and recall, was noteasy. Yet Dish TV has evolved to the next level, leaving behind the comfortable cocoon that it hadbuilt so far. The change brought in by Dish TV also encompasses a new-look logo. From anerstwhile design that brought out the brand's lineage, stature, dependability and solidarity, it hasnow moved to a more modern and futuristic design. The new logo, with its whirl and flashmovement, signifies the progressive and dynamic nature of the brand.
In DTH service sector, the pricing decision is taken with the consideration of package of channelsprovided by the servicer. The pricing strategy is mostly based on the different channel package fordifferent segmented target audience people. There are different packages for northern and southernIndia. Different packages are based upon different no. of channels to suit different customers. Theyare decided price of the channel package by the market competition and flow of consumers.For an infant business venture, DTH operators may not worry about profitability at such an earlystage. Their main concern will be to allow the market to expand, acquire customers, keep themlocked over a longer period, and then make them pay more for various services. Volumes are whatall of them will be hunting for.Dish TV's pricing strategy so far has reflected this line of thinking. It has promoted the DTHservice packages with a lock-in period bundled along with the initial subscription. The bulk of thesubscription selling has been on the business of this bundle which includes a subsidy element.Subscription revenue, thus, starts typically one year after the creation of the subscriber

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