Brand Revitalization Strategy

Devyani Behl (09)

Babitha Kutty (45)
Deepakraj Patil (47)
Mayank Srivastava (50)
Meenakshi Kholia (51)
 Develop A Revitalization
strategy for Doordarshan

Problems Associated with DD

Solutions & Implementable

plan

1. Objective Of Study
 History

Current Status

Strengths

Beginning Of End

Competitive Landscape

Competitors

2. About DD
 Launched in 1950

Three Tier Programme Service

Added DD2 in 1984

DD News in 1984

DD sports in 1999

History of DD
Current Status
 • Revenue of ` 983 Cr, in 2009-10
Financials • Increase of Over 20%

• Corporatized in 1997
Control • Under Prasar Bharti

• Terrestrial
Reach • Pan-India

Current Status
Viewership
 Well Established Brand
Extensive Infrastructure
24 channel Network
Footprint in 79 countries

Strengths
 • Entry of C & S channels
92-94 • Revenue Drop by 24%
• Growth in TV Advertisements
96-99 • Falling Revenue’s
• No New Films
99-00 • Declining Viewership

Beginning Of End
Competitive Landscape (position)
Competitive Landscape (DTH Growth)
Competitive Landscape (C &S)
Competitive Landscape (C &S)
Competitive Landscape
(DTH)
Competitive Landscape
Competitors
Competitors
 Primary • 50 samples
• Structured & Unstructured
Research • Face to Face Interview

Secondar • DD Reports
• DD News
y • DD case Studies
Research • Other Internet Sites

3. Data Collection
Sample distribution
4. Findings Of Survey
(Comparison with Other Channels)
Findings
Findings
Findings
Findings
(competitors -serials)
Findings
(Competitors – Movies)
Findings
(Competitors – News)
Findings
(competitors – Music)
Findings
(Competitors – Regional Programs)
 Identity Crisis

Problems

Short Term Strategy

Long Term Strategy

5. Brand Revitalization
Strategy
 Public Commercial
Broadcaster Entity

Identity Crisis
 Political Interference

Allegations of Irregularities

Underutilized Infrastructure

Poor payment record

Social Messages

Lack of Marketing team

Problems
1.CONTENT STRATEGY:

• Serials
• Educational programs
• News
• Music
• Cooking shows
• Movies
• Travel
• Sports
• Reality shows
• Cartoons

Short Term Strategy

2. DD to have Brand Ambassador

• Bachchan family
• Amitabh Bachchan : Tectonic change in the way
television industry is perceived
• Abhishek Bachchan: Best brand ambassador award for
Idea and Motorola campaigns
• Jaya Bachchan : Housewife's can easily relater to her
• Aishwarya Rai Bachchan : Elegance and attitude

Short Term Strategy

3. Three Channel Strategy

• DD National
• DD Regional
• DD Manoranjan ( New channel to be launched)
• Time : 6 months
• Evaluation method : TRP ratings & Ad Revenues

Short Term Strategy

4 . Penetration of DD Direct plus DTH

• India's free DTH channel launched in 2004

• Penetration strategy to cash in revitalization of DD
• Target : 2010 > 12 million HH ( Govt plan 81 crore) from current of over 6
million HH
• Mix of direct sale and free distribution of its set top boxes and antennas to
ensure penetrate at a faster rate
• In order to compete with private DTH operators , DD Direct plus to use latest
video compression technology MPEG 4 , DVB S-2
• Time : 1.5 years
• DD Direct plus sales figure

Short Term Strategy

Short Term Strategy
 Re Branding Strategy

MASCOT

Short Term Strategy

 Reaching the audience through IMC

Short Term Strategy

• Communication Plan

• Geographic coverage : PAN India

• Advertising agency : Ogilvy & Mather
• Media agency : Mind Share
• Execution period of the communication plan : 1 week

Short Term Strategy

 COMMUNICATION TO BE
ADOPTED
 Print media
• National newspapers & magazine
• Regional newspapers & magazine

 Television
• Advertisements
• News
• The rebirth of doordarshan
• Interview with celebrities
• Panel discussions

 Radio
 Online Media
 Hoardings / Outdoor media

Short Term Strategy

 Mega Event for Re Launch of
Doordarshan

Short Term Strategy

 1. DD to go digital

Long Term Strategy

 2. Infuse Private Partnership

Long Term Strategy

THANK YOU