BRANDING STRATEGIES OF

DISHTV

Presented To :
By :
Prof. Vijendra Dhyani
Anand
(BM-014106)

Presented
Abhinav
Gaurav

Singh

(BM-014092)
Abhishek

Awadhiya (BM-014107)
Gaurav

GOOD BYE CABLE PROBLEMS. HELLO

DIGITAL !

INTRODUCTION
Dish TVisIndiaslargestDirecttoHome(DTH)televisionoperatorstartedin
2004,havingamarketshareof28percent.
DishTVwasalsovotedIndia'smosttrustedDTHbrandaccordingtothe
BrandTrustReport2014
ItprovidesfeaturessuchasElectronicProgrammeGuide(EPG),parental
lock,games,425+channelsandservices,interactiveTVandmovieson
demand.
ItshowsthemaximumnumberofHDchannels(42).
ItsprimarycompetitorsareTataSky,SunDirect,AirteldigitalTV,Videocon
d2handcabletelevisionproviders.

Swot Analysis
STRENGTH

1. Good Distribution channel with

customer service in 6600 cities
2. Maximum Number of channels
3. Good Mix of Regional Channel
4. Customized package & services

WEAKNESS

1. Low revenue as compared to global

industry
2. Higher Customer Acquisition Cost

OPPORTUNITY

1. Exclusive alliance with Bollywood and

sports events
2. Value added services

THREATS

1. Higher Customer Retention Cost

2. Stiff competition from cable operators
3. Tough Competition from Competitors

TIMELINE OF BRAND BUILDING STRATEGY

BY DISH TV
2007
Biyani to buy 4.9 % stake in Dish TV.
Taken Shahrukh Khan as brand ambassador.
2008
Dish TV India Ltd has appointed Mr. Mintoo Bhandari as an alternate director in place of Mr. Eric Zinterhofer.
The company has issued rights in the ratio of 100:121 at a premium of Rs 21/ per share.
Dish TV joins hand with Sony Pictures
2009
Dish Tv India Limited has appointed Mr. Ranjit Singh as Company Secretary and Compliance Officer of the Company w.e.f.
December 12, 2009.

2010
Dish TV Dish TV Crosses 9 Million Subscribers.
Dish TV India R. C. Venkateish joins as CEO of Dish TV Ind.
Dish TV India Dishtv Launches Tru High Definition (HD) Ser.
PVR and Dishtv Tie up to promote IPL 2020 Matches.
Dish TV Becomes Asia Largest DTH Service.
2011
Dish TV Ties up with MPOnline.
Dish TV makes DTH portability a reality launches Dish Freedom.
Dish TV ties up with J&K Bank.
Dish TV crosses the 10 million subscriber mark.

2012
Dish TV launches Dish truHD Plus with unlimited recording capacity.
Dish TV announces Basic Channel Tier free of cost to all customers in the First phase of digitization..
Dish TV started a new TV campaign with the tagline of Sabpe Dish Saawar Hai.
2013
Asia's largest Directtohome company announced Dish TV as the Best Managed Company in Asia in the Media sector.
Dish TV offers maximum High Definition (HD) Content with 25 HD channels and 17 HD services, unlimited recording
facility in both HD and SD set top boxes.
Dish TV have added a new channel Sobhagya Mithila in Maithili for Bihar and Jharkhand.
Newly launched DishOnline application crossed one lakh downloads in less than 30 days of its launch.

2014
Dish TV announced the launch of Zing an exciting New Brand which has been specially conceptualized and customized
keeping in mind new regional viewers that are moving over to the digital platform.
Dish TV has signed up strategic alliance agreement with JetPrivilege Pvt. Ltd as a Lifestyle Partner for the JetPrivilege
Loyalty and Rewards Programme.
Dish Tv Collaborates with Concentrix Coporation to Enhance their Business Services for their premium

customers.

2015
Dish TV on 18th August announced the launch of Dish Flix , a push VOD service aimed at redefining hindi movie
viewing and to enjoy uninterrupted ad-free entertainment.
Dish TV makes profit of Rs 35 Crore in the financial year 2014-15.

HOWDISHTVRAISEDBRANDAWARENESS?

DishTvhasraiseditsawarenessbyfollowingways:

Advertisement
SocialMedia
Banners
AssociationwithKKRinIPL.
SponsoringEvents

THE CURRENT SCENARIO

Focus on
rural
markets

Good mix of
regional language
channels

Increased Competition
In 2007

In
2014

What makes the difference?

USP of the DishTV DTH's product and services can be described as follows:

a) They provide a cheap monthly plan in comparison to other service

providers.
b) All Doordarshan channels available in its pack.
c) DishTV DTH is the first company to bring DTH to India.
d) Maximum number of HD channels are provided by DishTV DTH.
e) Payment services like traffic Updates and links with ICICI bank
provide convenience to the customer.
f) Mobile STB service is given for Cars/Vans.

LIVE STREAMING OF EVENTS

EVERYDAY
COOKING
WITH SANJEEV
KAPOOR

Demos Using Mobile Vans

Promotional Strategy
Santusht with your cable TV?
Sabse Zyaada Wish Karo, Dish Karo
Ghar Aayi zindagi
Introducing new channels in high definition
Sab par dish sawaar hai
SRKs 7 avatar

The main aim of their campaign were to increase

the bonding & affinity with consumers.
Their motto was to maintain the leadership & keep
the passion alive of loyal passionate viewers.

Dishtv is the first DTH provider to make profit in

India.
Their net profit was Rs 35 crore in fourth quarter of
2014-15.
New launches like Zing, set of box recording,
maximum hd channels have helped the company
to sustain its position as market leader.

Dish tv targets new acquisition through sports

driven package.
Dish tv offers highest number of sports channel in
its base pack.
This has mapped dish tv to acquire more customers.

Launchi
ng of
zing

Launching of zing
To grab the regional markets
Differentiates its services from
competitors
A strategy to search for newer ways
of reaching out to specific viewers

 Offerings not limited only to regional channels

-dedicated Malayalam call center and local dealers
are empowered to solve all their issues, thus making
the service better.

Launching
of Dish+

 Is positioned at a consumer-friendly and

competitive price of Rs1,690.
Fulfils the need gap of recording facility for the
consumers.
Launched in 42 cities
Compatibility with any USB device
Build an entiregenre based library of favorite
program

Dishtv truHD+

Dishtv truHD+
New offering is part of Dish TVs Rs 25 crore
marketing blitz aimed at promoting its new
positioning.
Company expects the HD DVR launch to
substantially add to its existing 2.5 lakh HD
subscriber base.

Strategy of brand bulding adopted by Dish tv

Dish tv uses the strategy of market penetration. It means low the price
then high ,so the people in india is price sensative,then the consumer
attracts.
Dish tv targets the regional channels . such as - Dish TV have added a
new channel "Sobhagya Mithila" in Maithili for Bihar and Jharkhand. And
starts the Malayalam channel for the Kerala Market.
Dish tv attracts the children and kids uses 24x7 gaming portals, games
active.The strategy is that for dont just watch tv starts playing on it
Dish tv using the tool for advertishing frequency for 44 seconds of
commercials to the consumer it helpful for the consumer not bored
feeling for the commercials.

 Dish tv lunches 1st home video system that is dishflix in india, it is

helpful for skip the ads and commercials enjoy without any
uninterrupted. And it is also facilited to pause,play fast forward and
rewind the tv shows for their own convinence. So ,the customer
easily attracts for the comfortness. Just like in youtube but there is
no
internet
portal
devices
which
can
be
used.
2.Dish tv lunches comedy central hd channel which provides
comedy programs ,we know the indian tv serials which is disturbing
the mind, so dish tv attracts the customer for laugh , fun and
enjoyment
for
this
service.
3.Sab pe dish sawar hai is attracting the customer youth and
status. In earlier ghar ayai Zindigi is attracting emotionally, it
means the personality of customer is changes day by day.

THANK YOU