1. Brand Management
Presentation
-By
Shagun Lidhoo
Roll No: 711
Specialization: Advertising
Batch: 2014

2. The DTH Sector in India
• DTH services were first proposed in India in 1996.
But they did not pass approval because there were
concerns over national security and a cultural
invasion.
• In 1997, the government even imposed a ban when
the Rupert Murdoch-owned Indian Sky Broadcasting
(ISkyB) was about to launch its DTH services in India.
• Finally in 2000, DTH was allowed in India.

3. Market Share of all major players in D2H
segment (2006-07)
70%
25%
5%
Dish TV Tata Sky Sun Direct
Lesser
Competition

4. Market Share of all major players in D2H
segment (2010-11)
29%
19%
16%
16%
11%
9%
Dish TV Tata Sky Sun Direct Airtel Videocon D2H Big TV
Increased
Competition

5. DISH TV
• DISH TV is a division of Zee Network Enterprise (Essel
Group Venture).
• DISH TV is India’s first direct to home (DTH)
entertainment service.
• Dish TV is presently Asia's largest and going to be the
world's largest DTH company.
• Dish TV had about 13 million customers as of 31
October 2012.

6. Product Life Cycle
Continuous Innovation
Changing Lifestyles
Not at a decline, but
the sales have
slowed down, due to
high competition.

7. Target Market Profile
• DTH provider’s target customers include various
strata of the society, with different service packages
available to each one.
• To improve its performance in the competitive DTH
market, the managements should assess their brand
positioning among the target segment.

8. SWOT Analysis of DISH TV
• Strength:
– Vast distribution of dealers and customer service across
6600 towns
– High No. of channels – Maximum Content
– Considerable brand equity
– Good mix of regional packages
– Good branding and marketing by roping in celebrities for
TVCs and print ads
– Customized packages and services as per the customers
requirements

9. • Weaknesses:
– Provides only Mpeg-2 compression against MPEG-4 by
competitors
– Low revenue per user compared to global Industry
– High Customer Acquisition Cost
SWOT Analysis of DISH TV

10. • Opportunities:
– Strategic exclusive alliance with Bollywood and sports
events
– More roll out of CAS by Govt. of India
– Value added services and Gaming – Areas for revenue
gathering
SWOT Analysis of DISH TV

11. • Threats:
– Improved quality by digital players
– High Customer Retention Cost
– Stiff competition from cable operators
SWOT Analysis of DISH TV

12. Competitor- TATA SKY
• TATA SKY is a direct broadcast satellite television
provider in India.
• Incorporated in 2004, Tata Sky is a Joint
venture between the TATA Group (80%) and British
Sky Broadcasting Group (20%).
• Tata Sky was selected as a ”SUPER BRAND” for the
year 2009-2010 by an independent and voluntary
council of experts known as Superbrands Council. It
is the only Indian DTH to have won this distinction.
• Tata Sky had a subscriber base of 10 million
customers, as of 31st October 2012

13. SWOT Analysis of TATA SKY
• Strength:
– Leveraging on TATA brand
– Technological support from SKY
– Superior picture Quality
– Introduction of new and affordable packages
– Good Customer Service
– Interactive channels and Services
– One of the first to come up with record-rewind-pause
functions
– The first to break the Rs 100 price barrier in packaging; first
to introduce HD service at an unimaginable price point and
now, the first to provide a world-class quality DTH service

14. • Weaknesses:
– Second mover after DISH TV, who captured major market
share
– Cannot provide free service like DD
– Currently, does not offer free set-top box, like DISH TV
– Dependency on several broadcasters
– Poor signal quality during rains
SWOT Analysis of TATA SKY

15. • Opportunities
– Larger disposable incomes with India
– Tapping niche markets with better service and product
offering
– Expansion of distribution network through exclusive stores
– Interactive advertising
– Increase in number of TVs sold
– Global demand of DTH services
– More value added services
SWOT Analysis of TATA SKY

16. • Threats
– Increasing competition
– High dependence on ISRO
– Dependency on certain broadcasters for their channel
content, thus increase in price
– No exclusivity in content
SWOT Analysis of TATA SKY

17. Revenue (2011-2012)
• DISH TV, the leading DTH service in the Indian
Market, recorded a profit of Rs. 557.8 Crore, during
the fiscal year 2011-12.
• Whereas, it was not a good year for TATA SKY, as they
recorded a loss of Rs. 298 Crore, till the end of March
‘12. However, the present value is 36% decrease in
loss from Rs 470 crore loss in 2010-11 and 52.4%
decrease in loss from Rs 626 crore loss in 2009-10.

18. Consumer Wants
• Functional: Following are some of the features of
DISH TV:-
– Digital Picture Quality
– Stereophonic Sound
– Geographic Mobility
– Uninterrupted Viewing
– Capacity up to 400 DTH Channels

19. Consumer Wants
• Value:-
– DISH TV imparts DVD quality picture and stereophonic
sound effects to the customers.
– It promises to change the experience of TV viewing with its
uninterrupted transmission service.
– The endeavor enters next level of entertainment with
futuristic features, such as EPG (Electronic Program
Guide), parental lock, games, 400 channels, interactive TV
and movie on demand.