Dish Tv

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Default Section

Segmentatio n & Targeting

POSITIONIN G

Brand Element s

Secondary Brand Assosiation

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Marketing Mix

As a Brand Manage r Unused Section Space 1

Unused Section Space 2

Dish TV

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GEOGRAPHIC SEGMENTATION:

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Urban, Rural & Corporates:

Urban & Corporates First Mover Advantage, Competitive Prices (V/s Cable), Click Features More to edit Master subtitle style Rural

DEMOGRAPHIC SGMENTATION:
AGE

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& GENDER:

Children Cartoon Packs, Video

Games

Youth Sports, Fashion & Trends,

Music

Adults Movies, News, Sports

BEHAVIOURIAL SEGMENTATION:

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OCCASIONS:

Festivals Diwali, Christmas, New Year Events IPL, World Cup, CommonWealth

USER STATUS:

Non Users Ex-users Potential Users First time users Regular users

PSYCHOGRAPHIC

SEGMENTATION:

Brand Identity Campaign

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Dish Karo Wish Karo

Compete with Cable Operaters (Local Players) Feature (Value) based promotions

Santusht campaign
Tagline To

- Dont Be Santusht Thoda Aur Wish Karo Dish Karo

compete with New DTH players by Provinding Maximum No. of Channels in different Package Offerings hai attitude' and 'complacent with sub-optimal' attitude of people

'chalta

 Ghar

Aayi Zindagi
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New

Brand Identity is progressive, dynamic & contemporary

Builds

its campaign and positioning around emotional values

Through Sab

a 360 media approach, uses multiple platforms such as Television, Out-of-Home, Print and Digital media. Par Dish Sawaar Hai is the first Campaign for this repositioning. Dish TV is spending Rs 25 crore on the entire campaign in its first phase

Having

consolidated its market leadership with 6.3 Million subscribers, Dish tv has now adopted a new softer, mushier tone in its communication.

Brand Name Dishtv

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Descriptive

Brand Logo
Simple Versatile Easy

Recognition & Recall & Dynamic

Progressive

Slogan - Ghar Aayi Zindagi

Emotional Tagline

Connect

Sab Par Dish Sawaar Hai to indicate Market Leadership

Jingle
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Sab

Par Dish Sawaar Hai 2

Packaging
A

combination of Set-up Box, Remote and Antenna

Co-branding
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Zee

Enterprise
Indian media and entertainment company of the Essel Group

largest

subsidiary

Spokespersons
Shah

Rukh Khan

Third Party Source (ICICI Bank)

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Special Large Gold

Discounts

Subscriber Base

Scheme (4 % Discount)

Marketing Mix:
q

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PRODUCT Picture and sound quality Uninterrupted transmission Futuristic features(EPG (Electronic Programme Guide), parental lock, games, 400 channels, interactive TV and movie on demand) National and International channels Wish Karo, Dish Karo subtitle style Click to edit Master

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PRICE Package based pricing Competition based pricing

Customer base pricing(to increase the market share) Price offers & schemes Happy Home Offers

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PLACE Divide India in 7 zones Distributors-575 Dealers-45000 25,000 service personnel 100 Dish Care Centres with 7 different languages CRM calendars Flexibility in content and channel packages Timely solution to problems and queries

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PROMOTION Brand ambassador Shahrukh Khan Emotional connect-Ghar Aayi Zindagi 360 degree media approach Path breaking consumer offerings

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Market Share Distribution

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Techno Brand (Dishtv as tech-savvy brand)

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New A

Segmentation

New segment comprising of Youth and Adults for Internet Based Services (Set-up Box)

The

Idea is to provide Internet Service with Dishtv STB (as it is already connected with Satellite) with a wireless router can be used as a WI-FI connection

STB

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