Direct to home

Marketing Management

Assignment 1

Marketing mix
Of
Dish TV

Submitted by:
Caprisrulz

Marketing Management Page 1

 Direct to home

Marketing Mix of Dish TV

The marketing mix of Dish TV consists of four P’s that is Product, Price, Place and Promotion. The
evaluation of the 4 P’s is done on the basis of the attributes of the product, consumers taste and
preference, research and development carried by the company regarding the product, its retail
outlets etc.

The marketing mix helps define the marketing elements for successfully positioning market offer.

One of the best known models is the Four Ps, which helps you define your marketing options in
terms of product, place, price and promotion. By using variations of these four components, the
ability to reach multiple consumers within the target market increases.

Marketing Management Page 2

 Direct to home

1) Product :
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 Programme
Guide), parental lock, games, 400 channels, interactive TV and movie on demand. Dish TV also
brings exclusive national and international channels for the first time in India. Moving beyond the
functional platform communicated by its ‘Sabse Zyaada Wish Karo, Dish Karo’ campaign, Dish
TV has unveiled a new brand positioning seeking an ‘emotional connect’ with consumers. Dish TV
aims to own the ‘togetherness’ platform vis-à-vis television viewing in households. Doing away
with a message as strong as “Wish Karo, Dish Karo”, which has a huge traction and recall, was not
easy. Yet Dish TV has evolved to the next level, leaving behind the comfortable cocoon that it had
built so far. The change brought in by Dish TV also encompasses a new-look logo. From an
erstwhile design that brought out the brand's lineage, stature, dependability and solidarity, it has
now moved to a more modern and futuristic design. The new logo, with its whirl and flash
movement, signifies the progressive and dynamic nature of the brand.

2) Price:
In DTH service sector, the pricing decision is taken with the consideration of package of channels
provided by the servicer. The pricing strategy is mostly based on the different channel package for
different segmented target audience people. There are different packages for northern and southern
India. Different packages are based upon different no. of channels to suit different customers. They
are decided price of the channel package by the market competition and flow of consumers.
For an infant business venture, DTH operators may not worry about profitability at such an early
stage. Their main concern will be to allow the market to expand, acquire customers, keep them
locked over a longer period, and then make them pay more for various services. Volumes are what
all of them will be hunting for.
Dish TV's pricing strategy so far has reflected this line of thinking. It has promoted the DTH
service packages with a lock-in period bundled along with the initial subscription. The bulk of the
subscription selling has been on the business of this bundle which includes a subsidy element.
Subscription revenue, thus, starts typically one year after the creation of the subscriber

Marketing Management Page 3

 Direct to home

relationship. They are even giving the hardware almost free of cost but taking subscription fees of
almost three months. Dish TV provides with a range of price offers & schemes, giving the power
to choose from a basic entertainment package up to 200 plus channels and services. Dish TV
allows to choose the best of television entertainment specific to the customer needs and pocket.
Dish TV announced its latest offer of set-top boxes free to its subscribers with the campaign pay
for the box Rs 1590 and get Rs 1990 subscription free. Besides this, Dish TV offers wide range of
customized HAPPY HOME OFFERS, offering localized flavor for all geographies. Until now a
Dish TV subscriber paid a one-time cost for the set top box and its installation along with a
monthly subscription fee between Rs 125 and Rs 300 depending on the channels opted for, there
was an additional cost of Rs 55 to Rs 75 per film for the movies on demand.

3) Place:
Wide subscriber base: The Company has created a zonal structure comprising of 7 zones to create
a wide spread distribution capability across India. They have a geographically diverse subscriber
base in the 4 corners of India. They believe that their large subscriber base contributes to achieving
other economies of scale which will help them breakeven faster than their competitors.
Distribution & customer service network: Company have a network of 575 distributors and approx.
45,000 dealers (dealership presence in 5,200 towns).They have systems for collections and
customer service with over 25,000 service personnel and 100 Dish Care Centres, offering customer
care in 9 different languages. Their emphasis is to build capability in the team to develop subscriber
relationship management and CRM calendars which will help in timely collection and to upgrade
offers. With the emergence of new players with telecom background, their existing dealer network
will be extensively used which will not be less than 2,00,000 which will deepen the market
potential and provide reach to the customer.
Logistics Approach: Dish TV offers the flexibility in content and channel packages so that the
subscribers can choose and customize their own channel bouquets giving them complete power and
independence. Dish TV has a vast distribution network of about 600 distributors & 45,000 dealers
that spans around 5200 towns across the country. Direct-to-home (DTH) television services deliver
television channels directly to consumer’s homes via satellite without any need of a local cable
service provider. With channels for the sports enthusiast, from daily dose of soaps to news, from a
bevy of cartoons to infotainment, from a plethora of music channels to movie channels - it’s all

Marketing Management Page 4

 Direct to home

happening on Dish TV. With the complete Zee bouquet of channels, the One Alliance bouquet, and
the Star bouquet, it offers the complete range of channels to its subscribers. Highly aware of prompt
service orientation, Dish TV has 24* 7 call centre with 1600 seats in 11 different languages to take
care of subscriber requirements any point of time and to ensure timely solution to problems and
queries.

4) Promotion:

Advertising: Dish TV is all set to enter the bustling households of Indian families with a brand new
look and an equally engaging slogan – Ghara ayi zindagi. The aim is to connect with the consumers
in a bigger and better way.
Dish TV is spending a whopping amount of Rs 30 crore to foray into the hearts of the consumers.
The new brand communication focuses solely on the 'emotional connect'. The core essence of the
campaign is that Dish TV is a medium that unites families and thereby brings home happiness. The
brand campaign is targeted at a wide base of new and existing subscribers through a 360 degree
media approach, using multiple platforms such as TV, out of home, print and digital media.
The brand has, in the past, run successful campaigns such as 'Santusht' and 'Sabse Zyaada'. The new
communication, however, has a softer and mushier tone. The deliberate shift from functional
communication to a more emotional one, it says, is the direct outcome of various consumer insights
and extensive research conducted across the nation. The first TV commercial of the campaign
shows actor and brand ambassador Shahrukh Khan in an unprecedented avatar, playing the role of a
75 year old grandfather romancing Tanvi Azmi as his wife. In the second TVC, Khan and Tisca
Chopra play parents to an orphan girl, where the ice between them is broken after a tryst with Dish
TV.
Promotional strategy: The brand, Dish TV, known for its innovation and unprecedented offerings,
kept its league by announcing various path breaking consumer offerings. While volumes increased
tremendously during the course of the year from interplay of offers such as the ‘Set Top Box Free
Offer’ and ‘Recharge Free Offer’, other offers such as the ‘Happy Home Offer’ which reduced the
entry-level price of monthly subscriptions to Rs.100 per month, were acknowledged as efforts
dedicated to proactively enhance customer focus. During the year the company also launched the
‘Aapki Wish, Aapka Pack’ offering with two value packs - Set Top Box for Rs.1490 and Combo
Pack for Rs.2090 (Set Top Box + Platinum Pack for 3 Months). Efforts such as these led to Dish

Marketing Management Page 5

 Direct to home

TV consolidating its leadership position even in the wake of launches by two major players and
with one existing regional player spreading its presence pan India.

Suggestions/Recommendations:
1. Product:
a. Should at least provide features which are being provided b y other players in the
market.
b. It is now at a stage when it should stress on quality which is something it lacks
currently.
c. It should highlight its unique features and should come up with more innovative
ideas.
2. Pricing:
a. The pricing should be competitive.
b. It should introduce variable pricing as per the target group.
3. Place:
a. More penetration into regional and lower income groups is required.
4. Promotion:
a. It should highlight its unique features in advertisements like its mobile dish feature.
b. It should create and brand identity of its own and should not keep changing it often.
5. It should pay more stress on customer satisfaction and improve upon its existing customer
care mechanism.

Marketing Management Page 6