RAHUL YADAV-T10842

SHAILESH KUMBHAR-T10848
 INTRODUCTION
• The direct-to-home (DTH) TV sector in India
continues to expand rapidly, attracting large
investments from new and existing players
• The DTH market which began commercial
operations in 2008 has been able to acquire over
13.9 Million subscribers during the past five years
• As per our new research report “Indian DTH
Market Forecast to 2012”, the number of DTH
subscribers is forecasted to grow at a CAGR of
around 25% during 2009-2012.
 KEY PLAYERS
• DISH TV—4 MILLION
• TATA SKY—2.7 MILLION
• BIG TV—0.7 MILLION
• SUN DIRECT—1.4 MILLION
• DIGITAL TV—6,20000 CLIENTS
DISH TV
BRAND EQUITY
 P.O.D
• MOVIE ON DEMAND
• ASTRO ACTIVE
• GAMING
• JOB ACTIVE
• SHADI ACTIVE
• TRAVEL ACTIVE
• ICICI ACTIVE
• SPORTS ACTIVE
• NEWS ACTIVE
 PRODUCT STRATAGIES
(U.S.P)
• It allows exceptional picture clarity and consistent high
quality audio. This technology also enables delivery of
more complex interactive content and is high-
definition ready.
• Dish TV, however, is not rattled. It is planning to launch
its own satellite to offer customers up to 400 channels
by next year. Dish TV can be installed along with the
existing cable connection. But the sellout is its reach in
far-flung areas like Siachen and Ladakh, where TV was
a mere dream and live TV on aircraft (Kingfisher
Airlines) and on moving vehicles, including warships.
 S.C.A
• Dish TV – Strategy
• Customer acquisition strategy
• 􀂃 Focused marketing leading to creation of a BRAND – SRK campaign
• 􀂃 Largest content offering and digital viewing experience
• 􀂃 Aligned dealer incentive structure-Higher incentives for subscriber at
• higher packs
• 􀂃 Competitive pricing, A-la carte offerings and ease of making payments
• 􀂃 Distribution and after sales service
• Customer retention strategy
• 􀂃 Promotions and dealer incentives offered on an ongoing basis to retain
• customers through innovative packages
• 􀂃 Over 350 Dish Care Centers (DCCs) & service franchisees providing
• installation and after sale-service as of Mar-09
• 􀂃 In-house call centre, operating 24*7 with capacity of up to 800 operators
 Price stratagy
• Offers

•
Rs.1950* get 3 months Gold/South Gold + colors + Assured UTV Pack
Offer price (A)             Rs. 1950
Set-top box price (B)   Rs.1590
Subscription Amount (A-B) Rs.360
OR
•
Rs.1890* get 3 months Silver/South Silver + Assured UTV Pack
Offer price (A)             Rs. 1890
Set-top box price (B)   Rs.1590
Subscription Amount (A-B) Rs.300
Also can enjoy 3 Months Child Pack for Rs.1990*
*Rs 200 installation charges extra
  Dishing it out
It’s a battlefield out there, in the great beyond, and the big boys are
lining up with their best and brightest offers. Who’s giving what in the
great new game.
 Offer USP Pricing 
Dish TV 225 channels Can be Offers a variety
installed along of packages
with the starting at Rs
existing cable 1,990 plus Rs
TV connection 200 for
installation and
activation
Tata Sky 160-plus Technology  Packages start
channels  that allows from Rs 99 plus
subscribers to hardware for
save a Rs 1,499 and Rs
particular 1,000 for
content airing installation
on one channel
while watching
another
 Association
• Symbol–

• Tag line--wish karo dish karo

• Brand ambassador—SHAHRUKH KHAN

THANK YOU