Professional Documents
Culture Documents
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By
GAURAV KR. JHA (BM-014091)
GAURAV KR. SINGH (BM-014092)
HARSHIT ABHISHEK (BM-014094)
ABHINAV ANAND (BM-014116)
ABHISHEK AWADHIYA (BM-014117)
SHARAD PRAKASH (BM-014120)
ACKNOWLEDGEMENT
It gives us great pleasure in wishing whole hearted gratitude towards all those who
helped our first semester project entitled The brand building strategy of Dish
tv gain a successful ending.
We are sincerely thankful to the Subject Prof. Vijendra Dhayani, who is our
project guide who have provided us this opportunity to create and learn something
new. Thanks to our Project coordinator whose continuous assistance was
invaluable for keeping us on tight schedule. It was special efforts on his part that
The brand building strategy of Dish tv has seen the light of the day.
We will also like to thank our peers whose continuous support helped us to proceed
with the project and who motivated us at every moment.
DECLARATION
Place: GHAZIABAD
Date:
INTRODUCTION
Dish TV is Indias largest Direct to Home (DTH) television operator using MPEG 4 DVB S2 and
MPEG 2 digital compression technology. It is a division of Zee Network Enterprise (Essel Group
Venture). It was ranked # 437 and # 5 on the list of media companies in Fortune India 500 roster
of India's largest corporations in 2011. Dish TV was also voted India's most trusted DTH brand
according to the Brand Trust Report 2014, a study conducted by Trust Research Advisory. It
uses MPEG-2 digital compression technology, transmitting using NSS-6 Satellite at 95.0. Dish
TV has started to use MPEG 4 DVB S2 digital compression technology using Asiasat 5 at 100.5
E using its dish true hd + STB. Dish TV's managing director and Head of Business is Jawahar
Goel who is also the promoter of Essel Group and the President of the Indian Broadcasting
Foundation. Zee Network incorporated Dishtv to modernise television (TV) viewing. It provides
features such as Electronic Programme Guide (EPG), parental lock, games, 425+ channels and
services, interactive TV and movies on demand. It shows the maximum number of HD
channels(42).
Its primary competitors are Tata Sky, Sun Direct, Airtel digital TV, Videocon d2h and cable
television providers.
Service brand- this brand is built on knowledge, culture, and experience that one has
with the service delivering agency/company/people. Think of Geek Squad or Molly Maid.
Retail brand- this brand is built on a mixture of products and service experience. Think
of Chick-fil-a, Kroger, or KFC
Product brand- is built on the experience that one has with a specific product. Think of
Nike, Ford, or Sony.
Having looked at the 3 popular types of brands, we shall now proceed to look at steps involved
in brand building.
token, you also need to know what your brand stands for and what is important for your brand
(brand values). Your values should in one way or another show that you are contributing to
environmental, social, and economic well-being of consumers. You may not realize some of
these important aspects of brand building immediately, until you look at them objectively.
to keep reinforcing your values and skills by taking up new roles and assignments that will give
you more exposure. Alternatively, you can use promotional channels, blogs, forums, and social
media (LinkedIn, Twitter and Facebook) to create a voice for your personal or business brand.
When building your brand, you should also endeavor to develop brand personality (what people
know, think, and say about you). This is what drives or motivates people to identify with and
engage with your brand. The truth is; if you execute your brand building strategies consistently,
then you will easily establish a pattern that will forever be associated with your brand name.