Competitor Analysis

Every year the customer base will reach to its peak during Ramadan and slowly starts to create
churns. Sales Team had few brainstorming sessions with different departments and staffs to
identify the reasons for creation of churns. Below are the results of the sessions held with
employees of the organization who interacts with customers daily.
Note: below results are opinions of staff who interact with customers daily and not
reflected on an actual survey.

 A part of the customer base doesn’t watch television while schools are open
 Some customers think the price of Medianet packages are expensive
 Some customers think Dhiraagu TV offers better packages especially kids’ content.
 Medianet doesn’t have Disney channels and educational contents (referring to Davinci
Learning)
 More customers think Medianet decoders are expensive and must be replaced too often

To understand more about areas where our service needs to be improved, we conducted a
comparison between our services and Dhiraagu TV. Moreover, this comparison can also be
used to educate our staff from call center and front office.

Medianet Dhiraagu
Area Details HITS Cable TV Comments
Local Package 16 37 23
Basic
Package 42 79 64
No of
Family
Channels In terms of number of channels
Package 67 148 -
Medianet Cable is ahead of
Addons (All) 12 51 32 Dhiraagu TV on every base
Want it All 90 199 119 package offered.
Local Package 150.00 159.00 150.00
Basic
Package 250.00 318.00 300.00 Comparing in terms of price will be
Family difficult as both services differ
Package 320.00 530.00 based on content. However, on the
Price
price per channel perspective
Addons (All) 53.00 363.00 219.00 Medianet Cable is cheaper
Want it All 424.00 750.00 519.00 compared to Dhiraagu TV
Per Channel
Price 4.71 3.77 4.36
Content Local 9 17 14 In terms of categories of content,
Movies and Medianet is far more superior than
Entertainment 33 64 14 Dhiraagu except in Kids category.
In our view, audience of Kids and
Kids 4 9 11
 Ethnic 37 8
Infotainment 16 11
News 20 4
Entertainment have more influence
compared to other categories. This
Sports 29 7 explains why some customers are
moving to Dhiraagu as they have
New Dhiraagu charges a customer to lay
Connection fiber cable, if not installed,
Price 999.00 1,500.00 1,060.00 otherwise the Joy Box is free if the
connection is established along
Reconnection Free 75.00 265.00
On with internet. on the other hand,
Boarding Relocation Free 150.00 - Medianet charges for the box and
the connection is free. in terms of
duration, Medianet is better in
establishing a new connection to
Duration - 3 Days 3 Weeks customer

Findings

 The analysis shows that Dhiraagu TV is stronger in terms of content in Kids category,
which in fact is true as a part of Medianet’s customer base has moved to Dhiraagu over
the past year. Since Kids category is highly influential on the audience, it is
recommended that we focus on strengthening the category of content.
 In terms of customer onboard, Dhiraagu has an upper hand as the Joy box they offer is
free if there is an existing internet connection. On the other hand, Medianet charges
customer to purchase the decoder for new customer as well as a decoder replacement
customer. However, the timeframe for a new connection is longer in Dhiraagu TV
compared to Medianet. Which shows the quality of the service offered by Dhiraagu is
poor.