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Sales plans of DTH providers in India. Particularly focus on TATA SKY & VIDEOCON D2H.
Sales plans of DTH providers in India. Particularly focus on TATA SKY & VIDEOCON D2H.
1.DTH Industry overview:
The history of Indian
television dates back to the launch of doordarshan, India’s national TV network
in 1959. The transmission was in black & white. The 9 th Asian games which
were held in 1982 in the country’s capital New Delhi heralded the mark of color
TV broadcasting in India. In 1991, Indian economy was liberalized from the
License Raj and major initiatives like inviting foreign direct investments,
deregulation of domestic business emerged. This lead to the in flux of foreign
channels like Star TV and creation of domestic satellite channels like Sun TV
and Zee TV. This virtually destroyed the monopoly held by doordarshan. In 1992,
the cable TV industry started which lead to revolution. Every city in the India
had a complex web of co-axial cables running through the streets with a new
breed of entrepreneurs called as cable wallahs or Local Cable Operators(LCO)
taking in charge of distribution. The film industry was shocked by this sudden
growth and there were even organized protests for calling off the Cable TV
industry. There were simply too many cable operators in the country and the
channels had a difficult time in getting its returns as the existing system was
a non-addressable and the operators could simply give a reduced number of
subscribers to amass profit. This lead to the emergency of a new breed of firms
called as Multi System Operators (MSO) who had heavy financial muscles to make
capital investments. . The MSO industry became highly monopolistic which
warrants government participation to ensure competition. Later on, the United
Front Government had issued a ban on use of ku band transmission. After a
change of government, the ban got lifted finally in 2001 and TRAI issued the
guidelines for operating DTH. Country’s first private DTH license was awarded
to Dish TV in 2003 which started operations in 2004. Prasar Bharati also
started its product DD-Direct+.DTH Digital TV system receives signals directly
from satellite through the dish, decodesit with the Set-Top Box and then sends
stunningly clear picture and sound to TV which is the business under taken by
some companies by observing the rate of growth and scope for business &
opportunity in the Indian market which has 120 million viewers of TV.
List of players in the industry
•Doordarshan – (DD-Direct
+) of Prasar Bharati comprising of 33 FTA channelsand 12 All India Radio
Channels.
•Dish TV of ZEE group.
•Tata Sky joined venture
between Tata and Rupert Murdoch’s Sky TV.
•Sun direct of Sun
Network.
•BIG TV of Reliance Anil
Dhirubhai Ambani group.
•Airtel digital TV of
Bharati telemedia
•Videocon d2h of videocon
industries
Categorization of players
in the industry
Government owned player:
DD Direct+.Private players: Dish TV, Tata Sky, Sun direct, Big TV, Airtel
digital TV, Videocon d2hBrief profile of players in the industry
Market players:
Today the market shares of
various players are as follows
DishTV : 30%
Sun Direct: 25%
Tata Sky: 22%
BIG TV : 13%
Airtel : 8%
D2H : 2%
2.OMPANY PROFILE:
TATA SKY:
TYPE
|
Joint venture group b/w tata group (80% stake) & star tv (20% stake)
|
FOUNDED
|
2004
|
HEADQUARTER
|
Kirloskar Business Park, Bangalore, India
|
INDUSTRY
|
DTH pay tv
|
PRODUCT
|
Direct broadcast satellite
|
SLOGAN
|
Iskonlga dala to life jingalala
|
WEBSITE
|
www.tatasky.com
|
Tata Sky, an 80:20 joint
venture between Tata Sons and the Star group, provides satellite television
services to Indian viewers. The company was incorporated in 2004 and offers a
range of media and entertainment options to customers.
VEDIOCON D2H:
Company profile:
Type
|
Subsidiary
of Videocon
|
Industry
|
Satellite
television
|
Founded
|
2009
|
Headquarters
|
Mumbai,
india
|
Area
served
|
India
|
Product
|
Direct
broadcast satellite, pay-per-view, pay television
|
Parent
|
Vediocaon
company
|
wabsite
|
Vedeocond2h.com
|
Videocon d2h, the DTH arm
of Videocon group is the fastest growing DTH service provider in India.
Videocon d2h has 292 Channels and Services on its platform. It uses the
revolutionary MPEG – 4 DVBS -2 technology. It has many exciting features like
Multiple Tickers, 12 PIP Mosaic, 22 Active Music Audio Video Channels, d2h
movies. It carries the highest number of sports channels and all GEC channels
on its platform. It also has the highest number of regional language channels
in Kannada, Bengali, Marathi, Oriya and North East.
3.DEPARTMENT HIERARCHY:
Vediocaon D2H:
Tata sky:
3.Customer profile and segmentation :
Consumer profile for TATA
SKY:
·
54% of the respondents belong
to the age group of 22-30
·
28% belongs to 30-40 years age
group
·
and rest above 40 years of
age..
·
If we compare the age group of
the people we will see that people in the age group of 22-30 are the end u\ser
of the TATA SKY.
Consumer profile for
Videocon D2h:
·
So Videocon has also targeted
the age group of 20-30 years and their second age group target the house wives
who are the major viewers of television.
·
In future they will be targeting the rest of
the class as they are adding cartoon channels, internet facilities, games etc.
4. TATA SKY OFFERS AND PROMOTIONS:
Tata Sky DTH service
redefines your TV viewing experience by offering new age interactive services
with DVD quality picture and CD quality sound. Apart from the genre-based
packages, you can choose individual channels and make your own pack. You can
also mix-n-match by adding individual channels to your existing genre-based
packages.
Tata Sky Tariff Plan
Highlights
South Economy Pack:
Enjoy up to 61 channels with two FREE Regional
Packs at Rs 150 per month. You can also pay Rs 850 semi-annually or Rs 1,650
per annum.
Economy Pack:
It’s a true economic plan
that gives you 74 channels and two FREE Regional Packs at only Rs 160 per
month. You can also choose to pay Rs 900 semi-annually or Rs 1,760 per annum.
Supreme Pack:
It includes Economy Pack +
Hindi Movies Pack + Music Pack + Knowledge Pack. This combo pack comes for Rs
240 per month and can be paid for Rs 1,250 semi-annually or Rs 2,420 per annum.
Grand Pack:
This pack comes with
Supreme Pack + English News Pack + English Movies Pack + English Entertainment
Pack + Kids Pack. You can enjoy up to 134 channels at Rs 380 per month. You can
save few bucks by paying Rs 2,180 semi-annually or Rs 4,180 per annum.
State Pack:
It exclusively includes 86
Regional Channels which can be enjoyed for Rs. 185 per month. You can also pay
Rs. 1,030 Semi-annually or Rs. 2, 035 per annum
Optional Packs
Packs name Price/month
Hindi movies Rs 35 pm
Music Rs 20 pm
Kids Rs 45
pm
English News Rs 20 pm
Sports 1 Rs 65 pm
Sports 2 Rs 40 pm
Sports 3 Rs 20 pm
Fun Learning Rs 40 pm
Active English Rs 30 pm
Knowledge Rs 35 pm
Topper Rs 45 pm
English Movies Rs 45 pm
English Entertainment Rs 35 pm
Ten Cricket Rs 30 pm
Annual Sport Gold Rs 365 pa
India Cricket Rs
365 pa
Active cooking Rs 10 pm
HD GOLD Rs 40 pm
Tata Sky provides wide array of offers and discounts for its
consumers:
It has attractive plans for new as well as
existing customers. It provides diverse type of offers which cater to the
requirements of various tastes of consumers. Bundled special offers of Tata Sky
are targeted at new consumers and provide good discounts on few selected
Popular packs for a period of 3 or 5 Months.
Bundled Special Offers of Tata Sky are mentioned below.
Rs 1590 Special Offer:
It costs RS 1590 and
includes the following package.
· Tata Sky set top box
· Installation
· 5 months South Sports
Pack (82 Channels and 3 interactive services)
Rs 1625 Special Offer:
It costs RS 1625 and includes the following
package.
· Tata Sky set top box
· Installation
· 3 months State Pack (89
Channels and 3 interactive services)
Rs 1725 Special Offer:
It costs RS 1725 and includes the following
package.
· Tata Sky set top box
· Installation
· 3 months Supreme Sports
Pack (89 Channels and 3 interactive services)
VEDIOCON D2H PLANS AND OFFERS:
TARIFF PLANS:
North, West and East
|
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|
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South
|
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|
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The Videocon D2H Satellite
box sports following features:
·
UNIVERSAL REMOTE – Can Operate
TV as well as Satellite Box.
·
Mosaic (12 PIP) – Genre wise
·
Favourites
·
Multilingual Channel Guide
·
Preview Screen (Full Guide)
·
Info Bar of the running program
·
Tickers
·
Watch while Play
·
Active Services –Direct Activ(Darshan,
State, DD & Finance) /Direct Games / Direct Puzzle
Videocon D2H Packages
Videocon d2h presents you
with a variety of channel packages. Subscribe to one of the Base packages and
then choose any or all the Add-On packages you want. Now, pay only for what you
want to watch.
There are two packages
options in Videocon D2H digital TV service :
·
Gold Pack
·
Diomond Pack
·
Gold Sports pack
Videocon D2H Gold Pack
Channel List
Rs.136/month,177 Channels
& services
1.GENERAL ENTERTAINMENT
·
Star one,Utv Bindass,colors,sony,ndtv,imagine,sab,sahara
one
·
Star Utsav,DD National,9x,Star
Plus,Zee Tv,Firangi
2.HINDI MOVIES:
Set Max,Zee Cinema,Star
Gold,Filmy,Utv Action Utv Movies
3.ENGLISH MOVIES:
MGM
4.SPORTS:
DD Sports
5.KIDS:
Cartoon
Network,Hungama,Disney XD
6.MUSIC:
9x M,Channel V,Music
India,Zing
7.HINDI NEWS
Star News,NDTV India,India
Tv,zee news,ibn7,DD Rajyasabha,DD News,CNBC Awaaz
Zee Business,aajtak,DD
Loksabha,Sudarshan News,aajtak,Day & Night News
8.INFOTAINMENT
& LIFESTYLE
Discovery,NGC,Animal Planet,History,DD Bharati,Care
World,zoom,ftv,aajtak,E 24
9.RELIGIOUS:
Mh1
Shraddha,Aastha,Sanskar,Paras
10.REGIONAL
Punjabi:Ptc Punjabi,Zee
Punjabi,Etc Punjabi,Ptc News,Mh1 Music,DD Punjabi ,PTC Chakde,
Bhojpuri:Mahua,Sangeet
Bhojpuri,
Tamil:Star Vijay,Kalaignar,Jaya
Max,Siripoli,Isia Aruvi,Jaya Max,Jaya Plus,Seithigal
Telugu:Etv,Zee
Telugu,Etv2,Tv9 Telugu,Ntv
Kannada:Etv Kannada,Tv 9
Karnataka,Suvarna News,Suvarna,Kasturi,DD9 Chandana ,Suvarna news 24X7
Malayalam:kairali,amrita,dd
malayalam,indiavision,shalom,Asianet,Jai Hind,
Marathi:Zee Marathi,Star
Pravah,Zee 24 Taas,Mi Marathi,Saam Tv,Etv Marathi,Zee Talkies,Star Majha,Ibn
Lokmat,DD10 Sahyadri
Bengali:Zee Bangla,Etv
Bangla,Star Aananda,Aakash Bangla,Star Jalsha,24 Ghanta Tv,Rupashi Bangla,DD Bangla,Sangeet
Bangala,News Time,Sony Aath
Gujarati:Etv Gujarati,Tv9
Gujarati
DD girnar:Etv Gujarati,Tv9
Gujarati,DD girnar,
Oriya:Etv Oriya,Naxtara
News,Otv,DD Oriya,Tarang,Tarang Music
Urdu:Etv Urdu,DD Urdu,
More:Nepal 1,ETV
Rajasthan,Ne Tv,Rang, DY 365,News Live
Videocon D2H Diamond Pack
channel list
Rs.265/month,243 channels
& services . NEW DIAMOND PACK includes the NEW GOLD PACK plus following
channels :
ENGLISH ENTERTAINMENT:star world
ENGLISH MOVIES:Pix,Zee Studio,HBO,Utv World Movies,Warner Brother,star
movies
SPORTS: Neo Cricket,Neo Sports,Star Cricket,ESPN,Star Cricket,Zee
Sports,Ten Sports
KIDS:Disney Channel,Nick,Pogo,Animax
ENGLISH NEWS:Times Now,NDTV 24*7,CNN IBN,Headlines Today,CNN,CNBC
TV18,Bloomberg Utv,NDTV Profit,ET Now,BBC
MUSIC:mtv,vh1
INFOTAINMENT & LIFESTYLE:NDTV Goodtimes,TLC,AXN,Zee Café
REGIONAL
Tamil:Raj TV,Vasanth TV
Telugu:Saksh TV,Sitara,TV5
Kannada:Zee
Kannada,Manorama News,Asianet,Asianet Plus
Videocon D2H New Gold
SPORTS Package Channel List
Includes the NEW GOLD PACK
plus the following channels
Neo Cricket,
Neo Sports,
Star Cricket,
ESPN,
Star Cricket,
Zee Sports,
Ten Sports
Videocon D2H Add-ons
Packages
SPORTS STARTER – Rs.30 per month
Zee Sports,Ten Sports
NEO – Rs.35 per month
Neo Cricket,Neo Sports
SPORTS MEGA – Rs.60 per month
ESPN,Star Cricket,Star
Sports
TAMIL WORLD – Rs.35 per month
Sun Tv,Sun News,Sun
Music,Ktv,Chutti Tv,Adtihya,Raj TV,Vasanth TV
TELUGU WORLD – Rs.30 per month
Maa Telugu,Gemini
Tv,Gemini Music,Teja Tv,Gemini News,Sakshi TV,Sitara,TV5,Navvulu TV
KANNADA WORLD – Rs.30 per month
U2,Udaya Movies,Udaya
Varthegalu,Udaya Tv,Zee Kannada,Ushe TV
MALAYALAM WORLD – Rs.30 per month
Surya Tv,Asianet,Asianet
Plus,Manorama News,Kiran Tv
ENGLISH ENTERTAINMENT – Rs.50 per month
Star Movies,Pix,HBO,Zee
Studio,Utv World Movies,Warner Brother,Star World
KIDS ZONE – Rs.25 per month
Disney
Chhanel,Nick,Pogo,Animax
NEWS WORLD – Rs.10 per month
BBC World
ENGLISH NEWS – Rs.30 per month
Times Now,NDTV 24×7,CNN
IBN,Headlines Today,CNN
MUSIC MANTRA – Rs.20 per
month
Mtv,Vh1
INFOSTYLE – Rs.30 per month
NDTV Goodtimes,AXN,TLC,Zee
Café
BUSINESS NEWS – Rs.25 per month
CNBC TV18,NDTV Profit,ET
Now,Bloomberg Utv
BIG
TV
Pricing & package:
Reliance BIG TV has again
shown here their great marketing skills. Their normal subscription rates are
lower as compared with the other DTH giants. An amount of 1400 INR are
basically for people going for normal subscriptions, but for the buyers of LG
television the subscription further goes down to 700 INR. Now that’s a big
offer! Besides the channels packages here are compiled with Hollywood and
Bollywood movies, along with sports and science channels. They also have
learning channels and regional channels.
Promotional strategy:
DTH (Direct to home)
services, in which with the help of set top box and dish, the signals from
satellites are received, thus giving better and brighter pictures and great
audio clarity. The DTH services, hence offer by Reliance are named as BIG TV.
This revolution of television world is slowing pulling many players and this is
really steaming the market. Since all these companies are taking film star as
their brand ambassadors, Reliance is also trying to hook some actor to support
their promotional strategy. Apart from the celebrity game, Reliance has always
tried to give its users, something more than usual and the same strategy is
seem to be working here as well, with the extra number of channels.
Dish tv
Dish tv provides
you with a range of price offers & schemes, giving you the power to
choose from a basic entertainment package upto 180 digital channels. It is
the only platform in India, which allows you to choose the best of television
entertainment specific to your needs
and pocket.
|
Recommendations:
Videocon d2h:
·
There should be exchange offer
.
·
D2H & BIG TV provide the
free news channels for the student like current news, share market, game, and
world news so mention it.
·
Form an efficient research and
development team in order to improve quality and add technical features in the
products.
·
Create an effective advertisement with an
influential punch line.
·
Improve products finishing,
packing and service to the customers.
·
Organize contests, events,
games to promote company’s brand image.
·
Reduce manufacturing, sales and
distribution and other indirect cost and invest on advertisement R&D and
other sales promotion tools.
·
Attract customers by exchange
offer, discount offer, cash back offer and face gift offer on the festival
occasions.
·
Establish a cordial
relationship with dealers and offer a good commission margins for promoting our
products.
·
Keep a hawk eye on the
competitors and act according to their sales and marketing strategy.
Tata sky:
As Tata Sky Plus is
targeting a niche market, it should make its products like provogue more widely
available in the market.
• The availability of DTH is still lacking in the rural.
• Need to drive more offers and attractive plans.
• Should even more try to work it on for lower middle class
people?
• Should introduce schemes.
• Much stronger customer service.
• Easy accessibility of recharge coupons.
• Should categories their customers.
Market penetration:
1) Increase awareness:
Since there is lack in communication channel, it should be tackled with care
and dealers should be constantly made aware about the offers and new plans
through meetings with company executives at regular intervals.
2) Improve processes and
techniques: In order to make recharge or activation process more transparent
and user friendly, the EPRS technology needs to be upgraded consistently.
3) Give more value added
services: Since Tata sky and Airtel have clear edge over value added services
like free installation DTH needs to mend itsstrategy to face these competition.
One way of doing this would be to offer at least the same service as these two
competitors are trying to eat the market share.
4) Improvement in after
Sales Services: Arrange: proper training for customer care executives as Dish
TV lacks proper after sale service against the service provided by Tata Sky
& other brands.
5) Standardized the price
plans and avoid frequency changing: Frequent changes in price and offers is
proving no good for Dish TV as it is in way frustrates the customers with
changes in offers without being informed about it.
6) Voucher Availability:
Make proper channel of Distribution of voucher. As sometimes it becomes hectic
for any consumer to find a voucher recharge dealer.
7) Visibility: Danglers
create more impact on customer mind, it always visible and promote offer and
help to recall brand resonance
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