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PROJECT DTH PROJECT DTH Launching a successful DTH operation with an unshakable Brand and Market footprint
| Date post: | 29-Nov-2014 |
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PROJECT DTHPROJECT DTH
Launching a successful DTH operation with an unshakable Brand and Market footprint
What Is DTH?What Is DTH?What Is DTH?What Is DTH?What Is DTH?What Is DTH?What Is DTH?What Is DTH?
• A revolutionary new television experience with television experience with innumerable of your favorite channels in High High High High Definition ClarityDefinition ClarityDefinition ClarityDefinition Clarity
Current DTH Market in BangladeshCurrent DTH Market in BangladeshCurrent DTH Market in BangladeshCurrent DTH Market in BangladeshCurrent DTH Market in BangladeshCurrent DTH Market in BangladeshCurrent DTH Market in BangladeshCurrent DTH Market in Bangladesh
• 8888----10 local companies 10 local companies 10 local companies 10 local companies are providing Indian DTH products in the Bangladeshi Market
• 1111----3 local companies3 local companies3 local companies3 local companies can recharge from here• The entire trade entire trade entire trade entire trade is not under any regulation, in other
words this is a Grey/Black MarketGrey/Black MarketGrey/Black MarketGrey/Black Market• Approximately 40,000 have been sold 40,000 have been sold so far in the • Approximately 40,000 have been sold 40,000 have been sold 40,000 have been sold 40,000 have been sold so far in the
country• Almost 100% are household customers100% are household customers100% are household customers100% are household customers• Dish TV & Tata Sky Dish TV & Tata Sky Dish TV & Tata Sky Dish TV & Tata Sky are the 2 brands 2 brands 2 brands 2 brands available in the
market• There is NO after sales service NO after sales service NO after sales service NO after sales service of any form• The quality of the content is a MASSIVE jump quality of the content is a MASSIVE jump quality of the content is a MASSIVE jump quality of the content is a MASSIVE jump from the
analogue service of the local operators
Stadium shops display
these goods in their
showroom
Customer chooses a
package & the goods
are again bundled
The process of reaching your houseThe process of reaching your houseThe process of reaching your houseThe process of reaching your houseThe process of reaching your houseThe process of reaching your houseThe process of reaching your houseThe process of reaching your house
Total Packages bought
from the store
Package dismantled
into individual
Supplies Stadium
Market shops their
The DEIVICE is paired
with the SYSTEM through into individual
components
Individual Components
brought to the Border
DTH partner in BD
collects them
Market shops their
required Qty
with the SYSTEM through
a SIM CARD
The Device is then
installed in the
customers house
The DTH service now
goes LIVE & the customer
enjoys his new TV
The DTH
Market of the
7 SISTERs
VisualVisualVisualVisualVisualVisualVisualVisual
DTH Installation on the Roof Top
Components that come in the Pack• 1 Dish
• 1 LNB
• 1 Remote
• 1 Set Top Box
• 1 HDMI Cable
• 1 Connecting Cable
Product/Service Spec in BDProduct/Service Spec in BDProduct/Service Spec in BDProduct/Service Spec in BDProduct/Service Spec in BDProduct/Service Spec in BDProduct/Service Spec in BDProduct/Service Spec in BD
– 9,800 - 16,100 startup package (1-6 months advance)
– 1,300/month Platinum package
– 8,500 components with installation
• 1 Dish,
• 1 LNB (HD or SD)
– 10,200 - 16,200 startup package (1-6 months advance)
– 1,200/month Platinum package
– 9,000 components with installation
• 1 Dish,
• 1 LNB (HD or SD)• 1 LNB (HD or SD)
• 1 Set Top Box,
• 1 Remote
• 1 SIM
– They sell only one package in BD
– Recharge needs to be done by Seller
– Any problem will require money on Servicing
– Approx 250 Channels
• 10 HD Channels - 2 sports (STAR HD)
• 100% of all SD & USD Channels
• 0 Bangladeshi Channels
• 1 LNB (HD or SD)
• 1 Set Top Box,
• 1 Remote
• 1 SIM
– They sell only one package in BD
– Recharge needs to be done by Seller
– Any problem will require money on Servicing
– Approx 250 Channels
• 12 HD Channels - 1 sports (TEN HD)
• 100% of all SD & USD Channels
• 0 Bangladeshi Channels
SUCCESSFUL SUCCESSFUL DTH OPERATIONSDTH OPERATIONS
Case Study from India
DISH TV DISH TV DISH TV DISH TV DISH TV DISH TV DISH TV DISH TV @ a glance (2010@ a glance (2010@ a glance (2010@ a glance (2010@ a glance (2010@ a glance (2010@ a glance (2010@ a glance (2010--------2013)2013)2013)2013)2013)2013)2013)2013)
#1 #1 #1 #1 DTH Company in INDIADTH Company in INDIADTH Company in INDIADTH Company in INDIA#1 #1 #1 #1 DTH Company in INDIADTH Company in INDIADTH Company in INDIADTH Company in INDIA
Customer base of Customer base of Customer base of Customer base of 13.92 m13.92 m13.92 m13.92 m as of March 2013as of March 2013as of March 2013as of March 2013
Market share ofMarket share ofMarket share ofMarket share of 29%29%29%29%Airing Airing Airing Airing 400+ channels 400+ channels 400+ channels 400+ channels
Profit Profit Profit Profit ofofofofRs. 557.8 Rs. 557.8 Rs. 557.8 Rs. 557.8 CroreCroreCroreCrore, during the 1during the 1during the 1during the 1stststst Qtr fiscal year 2013Qtr fiscal year 2013Qtr fiscal year 2013Qtr fiscal year 2013----14141414
SWOT SWOT SWOT SWOT SWOT SWOT SWOT SWOT -------- DISH TVDISH TVDISH TVDISH TVDISH TVDISH TVDISH TVDISH TV
Strength:
– Vast distribution of dealers and customer service across 6600 towns
– High No. of channels – Maximum Content
– Good mix of regional packages
– Good branding and marketing by roping in celebrities.
Weaknesses:
– Provides only Mpeg-2 compression against MPEG-4 by competitors
– Low revenue per user compared to global Industry
– High Customer Acquisition CostGood branding and marketing by roping in celebrities.
Opportunities:
– Strategic exclusive alliance with Bollywoodand sports events
– More roll out of CAS by Govt. of India
– Value added services and Gaming – Areas for revenue gathering
Threats:
– Improved quality by digital players
– High Customer Retention Cost
– Stiff competition from cable operators
The RED highlights indicate what we will face in our industry
Success = Strategic Business ModelSuccess = Strategic Business ModelSuccess = Strategic Business ModelSuccess = Strategic Business ModelSuccess = Strategic Business ModelSuccess = Strategic Business ModelSuccess = Strategic Business ModelSuccess = Strategic Business Model
OutsourceOutsource
Outsource
Outsource
Success = Diversified StrategySuccess = Diversified StrategySuccess = Diversified StrategySuccess = Diversified StrategySuccess = Diversified StrategySuccess = Diversified StrategySuccess = Diversified StrategySuccess = Diversified Strategy
• As a new strategy to enter old strongholds Dish TV has taken advantage of the govtregulation in place
• They are tying up with • They are tying up with neighborhood operators for the digitization process
• The neighborhood operators will replace all household with Dish TV boxes & will come under a commission scheme for after sales service & recharge
Success = PatienceSuccess = PatienceSuccess = PatienceSuccess = PatienceSuccess = PatienceSuccess = PatienceSuccess = PatienceSuccess = Patience
• After 2 years of serious Losses the company 1st saw some profit on its 600,000
800,000
1,000,000
company 1 saw some profit on its 3rd year of operations. Before other players came into the scene.
(200,000)
-
200,000
400,000 Series1
Snap shot Snap shot Snap shot Snap shot Snap shot Snap shot Snap shot Snap shot -------- Latin American MarketLatin American MarketLatin American MarketLatin American MarketLatin American MarketLatin American MarketLatin American MarketLatin American Market
IS BANGLADESH IS BANGLADESH
READY FOR READY FOR DTH ?DTH ?
Before the journey
Behavior is an EvolutionBehavior is an EvolutionBehavior is an EvolutionBehavior is an EvolutionBehavior is an EvolutionBehavior is an EvolutionBehavior is an EvolutionBehavior is an Evolution
� Every aspect of Desire is born out of exposure to something similar
� Once the desire is set, it gives birth to new desires over time & evolves into a behavior
� This behavior then paves the way to a whole new lifestyle� This behavior then paves the way to a whole new lifestyle
The Desire for HD visual started Not today, Not in this The Desire for HD visual started Not today, Not in this The Desire for HD visual started Not today, Not in this The Desire for HD visual started Not today, Not in this category & in a completely separate Devicecategory & in a completely separate Devicecategory & in a completely separate Devicecategory & in a completely separate Device
Linking Insights to EvolutionLinking Insights to EvolutionLinking Insights to EvolutionLinking Insights to EvolutionLinking Insights to EvolutionLinking Insights to EvolutionLinking Insights to EvolutionLinking Insights to EvolutionInitial
interaction with
High Definition
Audio Visual in
BD was through
PC Games
about 12-14
years back
Game lovers
enjoyed the
experience &
started
upgrading their
Graphics Cards
& later also to
Large Screen
monitors
The progression
& desire for High
Definition
experience
started to grow
& seek out HD in
other forms –
HD DVD quality
movies & BLU
RAY
With the
introduction of
HIGH SPEED
Broadband
Internet &
WIMAX
downloading
HD/BLU RAY
movies became
a HUGE trend
LCD/LED
Television &
Large Monitors
also were
gaining market
growth in
tandem
All these things
combined had
started an
innate desire to
watch things
HD…if possible
all things HD…
A large number
of this group
exists in society
Entertainment
in 40K houses
today are
powered with
TATA SKY &
DISH TV . It is
now getting
clearer who is
the Target
Group
EE VV OO LL UU TT II OO NN
20002000 II NN SS II GG HH TT SS 20142014
DTH is complimentary good DTH is complimentary good DTH is complimentary good DTH is complimentary good DTH is complimentary good DTH is complimentary good DTH is complimentary good DTH is complimentary good
DTH
Buying
All TV buying
Customer
All Cable
TV User
LED/LCD TV
buying
Customer
Buying
Customer
LCD/LED TV scenario in BD LCD/LED TV scenario in BD LCD/LED TV scenario in BD LCD/LED TV scenario in BD LCD/LED TV scenario in BD LCD/LED TV scenario in BD LCD/LED TV scenario in BD LCD/LED TV scenario in BD
• Walton sales data year on year
• Singer sales data year on year
• My One sales data year on year
• Samsung sales data year on year• Samsung sales data year on year
• Sony sales data year on year
• Others sales data year on year
XYZ thousand HD TV exists & that is where the initial demand lies
Cable TV reach & Market InterpretationCable TV reach & Market InterpretationCable TV reach & Market InterpretationCable TV reach & Market InterpretationCable TV reach & Market InterpretationCable TV reach & Market InterpretationCable TV reach & Market InterpretationCable TV reach & Market Interpretation
51.8%(64.2-12.4) have a TV in but NO Cable40.6% (75.2-34.6) of the urban & 54.7% (55.3-0.6) of the
rural population have a TV in but NO Cable
30.45% 41.025% 38.85%
33.4% (78.3-44.9) of people earning above
BDT 15k have a TV in but NO Cable
51.8%(64.2-12.4) have a TV in but NO Cable
94.5% of people earning above
BDT 15k have a TV
40.6% 54.7% rural population have a TV in but NO Cable
Factoring a Δ of 25% over 8 years
Leaving other conditions constant
63.9%100%
7k 7k+
2 Potential Market Exists2 Potential Market Exists2 Potential Market Exists2 Potential Market Exists2 Potential Market Exists2 Potential Market Exists2 Potential Market Exists2 Potential Market Exists
Potential 1Potential 1Potential 1Potential 1
• High Quality entertainment demanding segment– Concentrated in the Urban
setting
Potential 2Potential 2Potential 2Potential 2• TV entertainment dependant
segment– Concentrated in the Rural
settingsetting
– Excellent Socio Economic position
– Growing for the last 10-12 years
– Bored of the Normal Life the City has to offer
– HQ Entertainment driven
– Willing & able to maintain the perfect Life
setting– Below Average - Average
Socio Economic position– Devoid of other
Entertainment – Hard working, aspiration
driven– TV is the ONLY regular
entertainment
Summarizing Attraction PointsSummarizing Attraction PointsSummarizing Attraction PointsSummarizing Attraction PointsSummarizing Attraction PointsSummarizing Attraction PointsSummarizing Attraction PointsSummarizing Attraction Points
The size of this premium market premium market premium market premium market is not very large but growing growing growing growing steadilysteadilysteadilysteadily
40,000 DTH 40,000 DTH 40,000 DTH 40,000 DTH subscribers of TATA TATA TATA TATA SKY & DISH TV SKY & DISH TV SKY & DISH TV SKY & DISH TV already in Bangladesh
These households are paying a
DTHDTHDTHDTH
Chance to be the 1111stststst entrant entrant entrant entrant & Dominate Dominate Dominate Dominate the Category
A large, TV entertainment hungry without the reach of without the reach of without the reach of without the reach of cable TV cable TV cable TV cable TV exists in Bangladesh
These households are paying a premiumpremiumpremiumpremium of approx 1,000 1,000 1,000 1,000 ––––1,500 per month 1,500 per month 1,500 per month 1,500 per month to avail this service
Sale on the RISE RISE RISE RISE of High & Mid End Large screen LED/LCD TV LED/LCD TV LED/LCD TV LED/LCD TV
Look before you LeapLook before you LeapLook before you LeapLook before you LeapLook before you LeapLook before you LeapLook before you LeapLook before you Leap
• Size of 1111stststst potential is growing but demand being met by the foreign Black Market players
• Size of 2222ndndndnd potential is large but will take a significantly long time to maturetime to mature– Indian rural market has seen growth in the last 3 years of a 10 year
matured run
• This business has to be a long term evolution as it is based on a behavior change
• Patience will be directly proportional to success
Approach to the marketApproach to the marketApproach to the marketApproach to the marketApproach to the marketApproach to the marketApproach to the marketApproach to the market
DTHDTH
Sales & Distribution
Sales & Distribution
DTHDTH Creating the BrandCreating
the Brand
Customer Service
Customer Service
Post Purchase
Post Purchase
A simple 4 forces approach to the market
CREATING THE CREATING THE
‘BRAND’‘BRAND’‘BRAND’‘BRAND’
BrandsBrandsBrandsBrandsBrandsBrandsBrandsBrands are created in the are created in the are created in the are created in the are created in the are created in the are created in the are created in the Consumers MindConsumers MindConsumers MindConsumers MindConsumers MindConsumers MindConsumers MindConsumers Mind
It is NOT a NameIt is NOT a NameIt is NOT a NameIt is NOT a Name
It is NOT a LogoIt is NOT a LogoIt is NOT a LogoIt is NOT a Logo
It is a PROMISEIt is a PROMISEIt is a PROMISEIt is a PROMISE
BrandName Awareness Experience Delivers Dependable Part of LifePTAT+ive
Main ObjectiveMain ObjectiveMain ObjectiveMain ObjectiveMain ObjectiveMain ObjectiveMain ObjectiveMain Objective
Make Television the Make Television the Make Television the Make Television the MOST COMPLETE MOST COMPLETE MOST COMPLETE MOST COMPLETE ENTERTAINMENTENTERTAINMENTENTERTAINMENTENTERTAINMENT experience amongst experience amongst experience amongst experience amongst
Bangladeshi HouseholdBangladeshi HouseholdBangladeshi HouseholdBangladeshi Household
ObjectivesObjectivesObjectivesObjectivesObjectivesObjectivesObjectivesObjectives
• Become the #1 choice of DTH in each household with a Television
– Deliver Content ranging relevant -dynamic dynamic
– Creating a Strong Positioning idea
– Awareness Comm & 1st hand Experience
– Entertainment centric Brand Executions
Long Term
Plan
Ambition Capabilities
Market
Vision SWOT
Competition
Make TV the Most Complete Home
Entertainment in BD HH
We are the ONLY DTH player in a
Market, dominated by CO
We have a unique product whose
Strength is unparallel
We want to become the #1 Brand in
terms of DTH Home Entertainment
Execution
Near Term
Plan
Competition
Customer
Technology
Vital Few Priorities
KRAs and KPIsCarry out Flawless Brand Executions to
create a place in the consumers mind
Establish a Dynamic Operational
Process for Customer Satisfaction
OUR OUR
SCENARIOSCENARIO
Tough Going
Challenges Challenges Challenges Challenges Challenges Challenges Challenges Challenges
• Enter a market that is DOMINATED by 2 decade old Cable TV Industry
• ATTITUDE of the people about technical accessories they don’t knowknow
• Most regard the unknown DTH as a Luxury that is NOT REQUIRED
• The Perception or lack of it means there needs to be a learning curve for the Customer as well
• The NEED to place the product to the right consumer become IMPERATIVE
Experiential FactorExperiential FactorExperiential FactorExperiential FactorExperiential FactorExperiential FactorExperiential FactorExperiential Factor
• As a product that is completely experiential completely experiential completely experiential completely experiential in nature lots of unseen unseen unseen unseen barriers barriers barriers barriers will come into
This Product is all about
Experience
This Product is all about
Experience
Experience will drive
WOM
Experience will drive
WOM
Seeing is BelievingSeeing is Believing barriers barriers barriers barriers will come into
play.
• It will be mostly a battle battle battle battle of the mind of the mind of the mind of the mind than anything
KEY Factors
KEY Factors
WOMWOM
Communication will
only aware
Communication will
only aware
Multiple Value
Addition
Multiple Value
Addition
Believing is Creating
that desire
Believing is Creating
that desire
BelievingBelieving
StrengthThe BEST Television Viewing experience the market
has @ the moment
Technically FAR superior than current Cable Operators
Service
WeaknessMultiple Technical Components have to be imported
making the product COSTLY
Product Cost for consumer much higher than the
alternate solution
Due to multiple large & valuable technical equipments
involved, Warehousing Cost is also High
Our SWOTOur SWOTOur SWOTOur SWOTOur SWOTOur SWOTOur SWOTOur SWOT
involved, Warehousing Cost is also High
Huge Lead Time for entire operation to set up
Each HD Channels cost extra from basic package
ThreatEntry of Competitors in the near future
Cable Operators upgrading their output with fiber
optics
Bashundhara Residential area & Sylhet Metropolitan
are is already under a digitized system
OpportunityChance to be the 1st entrant into this Market
Become the 1st LOCAL BRAND to establish the Category
in the consumers Mind
Proper Brand positioning will automatically make us
Category Leaders
Using an established hope appliance distribution
system will reduce cost
Market the product specific segments
HOW to go about it?HOW to go about it?HOW to go about it?HOW to go about it?HOW to go about it?HOW to go about it?HOW to go about it?HOW to go about it?
Demonstrate the FUNof TV viewing
experience in a whole NEW WAY
Demonstrate the FUNof TV viewing
experience in a whole NEW WAY
Own the MINDSET of people with a strong
POSITIONING
Own the MINDSET of people with a strong
POSITIONING
Strategic InitiativesStrategic
Initiatives
Design the product to satisfy NOT ONLY the
desire of the Target Group BUT ALSO the relevance of
the User Group
Design the product to satisfy NOT ONLY the
desire of the Target Group BUT ALSO the relevance of
the User Group
Identify the Correct TARGET GROUP through market segmentation
Identify the Correct TARGET GROUP through market segmentation
UNDERSTANDINGUNDERSTANDING
COMPETITIONCOMPETITIONCOMPETITIONCOMPETITION
Know thy enemy
Current DTH Market in BangladeshCurrent DTH Market in BangladeshCurrent DTH Market in BangladeshCurrent DTH Market in BangladeshCurrent DTH Market in BangladeshCurrent DTH Market in BangladeshCurrent DTH Market in BangladeshCurrent DTH Market in Bangladesh
• 8888----10 local companies 10 local companies 10 local companies 10 local companies are providing DTH packages to the Bangladeshi Market
• 1111----3 local companies3 local companies3 local companies3 local companies can recharge from here• The entire trade entire trade entire trade entire trade is not under any regulation, in other words this
is a Grey/Black MarketGrey/Black MarketGrey/Black MarketGrey/Black Market• Approximately 40,000 have been sold 40,000 have been sold 40,000 have been sold 40,000 have been sold so far in the country• Approximately 40,000 have been sold 40,000 have been sold 40,000 have been sold 40,000 have been sold so far in the country• Almost 100% are household customers100% are household customers100% are household customers100% are household customers• Dish TV & Tata Sky Dish TV & Tata Sky Dish TV & Tata Sky Dish TV & Tata Sky are the 2 brands 2 brands 2 brands 2 brands available in the market• Payment is a major hassle Payment is a major hassle Payment is a major hassle Payment is a major hassle as it has to be done through
International CC or through the seller channel• There is NO after sales service NO after sales service NO after sales service NO after sales service of any form• The quality of the content is a MASSIVE jump quality of the content is a MASSIVE jump quality of the content is a MASSIVE jump quality of the content is a MASSIVE jump from the analogue
service of the local operators
Cable TV Cable TV Cable TV Cable TV Cable TV Cable TV Cable TV Cable TV Industry & Industry & Industry & Industry & Industry & Industry & Industry & Industry & Local players Local players Local players Local players Local players Local players Local players Local players
The Cable Operator
Industry is not bound
under a framework
The overall business is
run by muscle power
in the ‘last mile’ end
Service quality
offered is overall poor
The organization has
The Major players in the Industry are:
Combined market share of the 3 could be between 40%-60% of the entire Cable TV market
There is also below par
technical knowledge
among the on-ground
technical support
The Cable Operators have
formed their own association
called COAB (Cable
Operators Association of
Bangladesh)
The organization has
made some minor
successes by creating
unity in a very hostile
market practices
Customers View on Cable TV experience Customers View on Cable TV experience Customers View on Cable TV experience Customers View on Cable TV experience Customers View on Cable TV experience Customers View on Cable TV experience Customers View on Cable TV experience Customers View on Cable TV experience
• Many Cable operators provide almost all the channels where
• Many cable operators don't/cannot
provide channels where the real almost all the channels where entertainment is on. The ones that are not there, they switch it on during the program
• Monthly fee very stable & very nominal charge for extra TV connections
• Cable TV reception gotten better in many areas
provide channels where the real
entertainment is shown
• Being in one area a person has no
choice but to take the operator of the
neighborhood
• Current Cable Service has gotten
better but unfortunately still below
expectations..
UNDERSTANDING UNDERSTANDING
THE THE CONSUMERCONSUMERTHE THE CONSUMERCONSUMER
Social Truth & the Horizon
Bengali MindsetBengali MindsetBengali MindsetBengali MindsetBengali MindsetBengali MindsetBengali MindsetBengali Mindset
Television provides a
Peace of Mind
They are Happy with
minimum positive aspectsLogic over Desire when
It’s a low income society
where high price of
experience is a concept
not understood by
majority
The general Bangladeshi
is a simple fellow
minimum positive aspectsLogic over Desire when
it comes to Luxury
Bengali Household TV habitsBengali Household TV habitsBengali Household TV habitsBengali Household TV habitsBengali Household TV habitsBengali Household TV habitsBengali Household TV habitsBengali Household TV habits
Children 1. Kids mostly watch
cartoons, movies &
selective Reality TV
Adolescent - Young Adults1. They watch
Sports, Music & Reality
shows the most
Children 1. Kids mostly watch
cartoons, movies &
selective Reality TV
Children 1. Kids mostly watch
cartoons, movies &
selective Reality TV
Children 1. Kids mostly watch
cartoons, movies &
selective Reality TV
Children 1. Kids mostly watch
cartoons, movies &
selective Reality TV
Senior Citizen1. They mostly watch
Movies, News, Lifestyle
programs, Family
drama, Sports, Specific
music & Reality tv
Middle Age1. They mostly watch
Sports, Movies, Drama
Series, Music & Reality
Children 1. Kids mostly watch
cartoons, movies &
selective Reality TV
Children 1. Kids mostly watch
cartoons, movies &
selective Reality TV
Children 1. Kids mostly watch
cartoons, movies &
selective Reality TV
Children 1. Kids mostly watch
cartoons, movies &
selective Reality TV
Perception of DTHPerception of DTHPerception of DTHPerception of DTHPerception of DTHPerception of DTHPerception of DTHPerception of DTH
They perceive it
to be expensive
They perceive
‘Clarity’ as a luxury
with ‘Just a
noticeable difference
General People
have a Vague idea
about the DTH
service
They perceive the
product to be
Technically Intensive
They perceive all
Channels are/will
be HD
Most ideas are
on a WOM level
They perceive the
owners to be well
off
UNDERSTANDING UNDERSTANDING
DTHDTH
TECHNOLOGYTECHNOLOGYTECHNOLOGYTECHNOLOGY
DTH exposed
Truth about DTHTruth about DTHTruth about DTHTruth about DTHTruth about DTHTruth about DTHTruth about DTHTruth about DTH
The Product is
Expensive
The Differentiating
Factor
It is a High
Involvement Product
• Set Top Box • Proposed BDT 7,000 • Picture Clarity is
Clearly Noticeable• Set Top Box
• Dish Antennae
• Dynamic remote
• Signal Strength based
installation
• Pairing the Device
• 4 steps to get to the
end product
• Proposed BDT 7,000
for start up cost
• Proposed BDT 500 for
monthly fee
• Possible number of
channels given will be
<= to what CO is
already giving
Clearly Noticeable
• SD Channels are
Spotlessly Clear & HD
Channels are Brilliantly
Clear
•The best result is an
‘experience ‘ that is
another luxury
equipment specific
Technical Reality of DTHTechnical Reality of DTHTechnical Reality of DTHTechnical Reality of DTHTechnical Reality of DTHTechnical Reality of DTHTechnical Reality of DTHTechnical Reality of DTH
+
+
=
=
Normal
Goodbut+
+
+
=
=
=
but
deleted sides
Normal
Brilliant
SD+USD+HD+
Output
ONLY
Psychological RealityPsychological RealityPsychological RealityPsychological RealityPsychological RealityPsychological RealityPsychological RealityPsychological Reality
Repetitive exposure to HD
visual renders SD visual
inferior & undesirable
The eye takes about 5-7 minutes
to adjust when jumping from HD
visual to SD visual
During that time the SD visual seems
even more distorted than actual
1st time your eyes experience
DTH, it is truly a WOW moment
esp. HD Channels
DEFININGDEFINING
TARGET TARGET
GROUPGROUPGROUPGROUP
Finding the Customer
To have a successful marketing campaign, WE must know WE must know WE must know WE must know exactly who we are TARGETINGTARGETINGTARGETINGTARGETING, and WHYWHYWHYWHY
That’s why before we find out who is/are our target groupstarget groupstarget groupstarget groupslet us answer answer answer answer some Questions which will help us to know help us to know help us to know help us to know
who they are…
What is the purpose of what
we will sell? Is it designed to
satisfy a basic need or is it a
luxury item
The main purpose is to redefine TV
entertainment & YES it is designed to satisfy
the Need for basic entertainment to the
Demand for High Quality Entertainment for
respective target groups you wish to serve.
In other words this service/product can be
multi segment & customizableNO cable required, NO LCO or MCR
involved, DIGITAL CLARITY picture
quality, availability of HD
What makes our product
or service unique?
quality, availability of HD
channels, provision for package
customization, provision for Content
On Demand. All these combined makes
a whole NEW concept of TV
Entertainment for every TV HH
YES it does offer solutions based on the
perspective of each segments problem. It
brings HD quality Digital Picture Clarity & more
(system dynamic) to the high end segment. For
the Lower end segment devoid of multi
Does our product or service offer
a solution to a problem that
people have – does it make their
lives better in some way? What
are its benefits?
the Lower end segment devoid of multi
channel entertainment, it brings them the
choice of many local & foreign channels.
Overall the quality of LIFE improves with the
new quality of entertainment.
So, based on this…
Price:
Features/Benefits: 1. 2. 3. 4. 5.
We can divide our TGs into 3 categories…
1. Urban 2. Sub-Urban 3. Rural
URBAN
RURAL
SUB-URBAN
Urban Urban Urban Urban Urban Urban Urban Urban –––––––– Profile 1Profile 1Profile 1Profile 1Profile 1Profile 1Profile 1Profile 1
Psychographic Profile•Successful
•Social
•Knowledgeable
•Tech Lover•Tech Lover
•Smartphone/TAB/PAD user
•Online Savvy
•Western/Indian media Influenced
•Long time Movie Lover
•Long time Sports Lover
•One Time Gamer
•Workaholic
•Not very Active
• Pvt Service/Entrepreneur
• HH Income – 100k+
• Bank A/C holder
• Smartphone user
• Social Media user
• May Own 1 car
• Possible Family
• Many Live in own space
Age : 30 - 40
Urban Urban Urban Urban Urban Urban Urban Urban –––––––– Profile 2Profile 2Profile 2Profile 2Profile 2Profile 2Profile 2Profile 2
Psychographic Profile•Highly Social
•Active
•Tech LoverAge : 18 - 30 •Tech Lover
•Smartphone/TAB/PAD user
•Online Savvy
•Western/Indian media Influenced
•Long time Movie Lover
•Long time Reality TV lover
•Long time Sports Lover
•Long Time Gamer
•Long hours spent on screen
• Student / Young Exec
• Pvt Uni / IBA / BUET / MNC / LL
• Income 25K+
• HH Income 80K+
• Bank A/C holder
• Smartphone user
• Social Media user
• Mostly single
• Most Live with parents
Age : 18 - 30
Sub Urban Sub Urban Sub Urban Sub Urban Sub Urban Sub Urban Sub Urban Sub Urban –––––––– ProfileProfileProfileProfileProfileProfileProfileProfile
Psychographic Profile•Family man
Good social standing among Family
• Young Entrepreneur/Skilled Worker
• Bachelors/B Com
•HH Income 25K+
• Bank A/C holder
•Cell phone user
• Access to Computer
• Mostly married with children
• Most Live with parents
Age : 25 - 35•Good social standing among Family
•Exposed to City lifestyle
•TV entertainment Lover
•Sends children to school
•Looks to improve Standard of Living constantly
•Gives family time on weekends
•Politically motivated
The Rural DynamicsThe Rural DynamicsThe Rural DynamicsThe Rural DynamicsThe Rural DynamicsThe Rural DynamicsThe Rural DynamicsThe Rural Dynamics
Community Mindset
Community Mindset
Semi-IlliterateSemi-Illiterate
ImamMatbor Village PoliticsVillage Politics
Religious Religious
Ultra Conservative
Ultra Conservative
Imam
Local Politician
Matbor
Head Master
Wealthy Land
Owner
Chairman
Rural Rural Rural Rural Rural Rural Rural Rural –––––––– Profile 1Profile 1Profile 1Profile 1Profile 1Profile 1Profile 1Profile 1
Psychographic Profile•Active
A more
comprehensive
• Farmer / Small Trader
•HH Income 15K+
• Cell phone user
• Land/Small Business Owner
• Possible Tractor owner
• Married with children
•Active
•Family man
•Good social standing among community
•Exposed to City lifestyle
•Bangla Cinema Lover
•Sends children to school
•Looks to improve business constantly
•Participates in community activity
•Politically motivated
comprehensive
STUDY/RESEARCH is
required before
‘Approach to Rural
Market’ can be
created
Mostofa Sarwar Farooqui’s
Film Television gives some
idea of how complex this
market will be
Age : 25 - 40
Market entry @ 2 package pointsMarket entry @ 2 package pointsMarket entry @ 2 package pointsMarket entry @ 2 package pointsMarket entry @ 2 package pointsMarket entry @ 2 package pointsMarket entry @ 2 package pointsMarket entry @ 2 package points
• HD visual hungry & able– Premium package
– Basic + add ons
– Urban touch points
• TV entertainment hungry & willing – Basic package
– Rural touch pointsUrban touch points
– High Lifestyle proposition
– Magic of more HD
– Dynamic System
– Value Added Services• COD (Content on Demand)
• MOD (Movie on Demand)
Rural touch points
– Value proposition
– Magic of more CHANNELS
Example of a successful 2 Market theoryExample of a successful 2 Market theoryExample of a successful 2 Market theoryExample of a successful 2 Market theoryExample of a successful 2 Market theoryExample of a successful 2 Market theoryExample of a successful 2 Market theoryExample of a successful 2 Market theory
• HD visual hungry & able
– Magic of more HD experience
– High Lifestyle
• TV entertainment hungry & willing
– Magic of MORE for LESS
– Value for Money– High Lifestyle – Value for Money
POSITIONINGPOSITIONING
The KEY to being a Successful Brand
positioning is…
Establishing through PositioningEstablishing through PositioningEstablishing through PositioningEstablishing through PositioningEstablishing through PositioningEstablishing through PositioningEstablishing through PositioningEstablishing through Positioning
one word with which the customerperceives the brand & distinguishes it from
competition
first link
between
consumer & the
brand
small
luxury
safe
Reliable
safe
spells out the main benefit &
makes buying decision easier
reflects the core brand strength
around which other elements are
designed
How is it derived?How is it derived?How is it derived?How is it derived?How is it derived?How is it derived?How is it derived?How is it derived?
Customer Benefit
Customer Benefit
Brand Promise
Brand Promise
Brand personality
Brand personality
Brand associations
Brand associations
Will drive the
End user benefit Will help to build the
3 Brand properties
Business USP
Business USP
PositioningPositioning
consumer
insight
It starts with a
consumer insight
Based on which
The USP of business is created
Will help to create
the positioning
Our DerivationOur DerivationOur DerivationOur DerivationOur DerivationOur DerivationOur DerivationOur Derivation
Life enriching
Experience
Life enriching
Experience
Brand Promise
Brand Promise
Brand personality
Brand personality
Brand associations
Brand associations
TV entertainment
redefined
TV entertainment
redefined
Get more out of lifeGet more out of life
I wish I had more options
in TV so that I could enjoy
more time with my fnf
We want the consumer to say...We want the consumer to say...We want the consumer to say...We want the consumer to say...We want the consumer to say...We want the consumer to say...We want the consumer to say...We want the consumer to say...
Bengal SKY Bengal SKY Bengal SKY Bengal SKY gives me the most Bengal SKY Bengal SKY Bengal SKY Bengal SKY gives me the most
COMPLETE ENTERTAINMENT COMPLETE ENTERTAINMENT COMPLETE ENTERTAINMENT COMPLETE ENTERTAINMENT
I can possibly get on TVTVTVTV
LOGO FOR LOGO FOR
BENGAL SKYBENGAL SKY
Identity
We need a LOGO, which will representrepresent
Bengal Sky’sBengal Sky’sBengal Sky’sBengal Sky’sACTION and REFLECTION on it
A logo doesn’t sell, it identifies…A logo derives its meaning from the quality of the thing it symbolizes, not the other way around. A logo is less important than the product it signifies; what it means is more important than what it looks like.
-PAUL RAND
So how we looked at it!
Whenever we talk or think about cable TV channels, dish antenna or satellite…
There are some common visual queues that pop up in our minds
Option 1Option 1Option 1Option 1Option 1Option 1Option 1Option 1
Option 2Option 2Option 2Option 2Option 2Option 2Option 2Option 2
Option 4Option 4Option 4Option 4Option 4Option 4Option 4Option 4
How we looked at it!
Option 5 Option 5 Option 5 Option 5 Option 5 Option 5 Option 5 Option 5
+ +
COMMUNICATION COMMUNICATION
Launch Ideas
TVC BasedTVC BasedTVC BasedTVC BasedTVC BasedTVC BasedTVC BasedTVC Based
• VISUALLY VISUALLY VISUALLY VISUALLY IMPACTFULIMPACTFULIMPACTFULIMPACTFUL
• INFORMATIVEINFORMATIVEINFORMATIVEINFORMATIVE
• CALL FOR ACTION CALL FOR ACTION CALL FOR ACTION CALL FOR ACTION SMARTLY SMARTLY SMARTLY SMARTLY embedded in Heading
• Mentioning we are the PIONEERSPIONEERSPIONEERSPIONEERS of service
Celebrity Celebrity Celebrity Celebrity Celebrity Celebrity Celebrity Celebrity EndorsementEndorsementEndorsementEndorsementEndorsementEndorsementEndorsementEndorsement
• PERSONA PERSONA PERSONA PERSONA IMPACTFULIMPACTFULIMPACTFULIMPACTFUL
• INFORMATIVEINFORMATIVEINFORMATIVEINFORMATIVE
• Endorsed CALL FOR Endorsed CALL FOR Endorsed CALL FOR Endorsed CALL FOR ACTIONACTIONACTIONACTION
Product Product Product Product Product Product Product Product promotionpromotionpromotionpromotionpromotionpromotionpromotionpromotion
Product Promotion
• INFORMATIVEINFORMATIVEINFORMATIVEINFORMATIVE
• BRAND NAME BRAND NAME BRAND NAME BRAND NAME Highlight
• PRODUCTPRODUCTPRODUCTPRODUCT Highlight
• CALL FOR ACTION SMARTLY CALL FOR ACTION SMARTLY CALL FOR ACTION SMARTLY CALL FOR ACTION SMARTLY • CALL FOR ACTION SMARTLY CALL FOR ACTION SMARTLY CALL FOR ACTION SMARTLY CALL FOR ACTION SMARTLY embedded in Heading
• Mentioning we are the PIONEERSPIONEERSPIONEERSPIONEERSof service
ATL Promotional CostATL Promotional CostATL Promotional CostATL Promotional CostATL Promotional CostATL Promotional CostATL Promotional CostATL Promotional Cost
Newspaper InsTotal Size
Color Cost
Prothom Alo 8 360 4 Color 4,224,000
The Daily Star 8 480 4 Color 3,456,000
VAT @ 15% 1,152,000
Total 16 840 8,832,000
Press
Total 16 840 8,832,000
Television Duration Day Qty/Day Qty 1st Week Cost
Maasranga
60 Sec 7 Days
37 259 6,825,000
Channel i 27 189 6,618,500
NTV 34 238 6,237,000
ATN News 8 56 2,877,000
Total 106 742 22,557,500
TVC
OurOur approach armed with knowledgeapproach armed with knowledge
1. Positioning will be done through Thematic communication which will
define our Differentiating Factor & brand essence.
2. Experience/service will be handled as a tactical issue with 2. Experience/service will be handled as a tactical issue with
activations, we will keep on communicating them as we develop them
3. TG tapping will be done through specific channel development
4. All other communication will be in line with our positioning
Feedback & DiscussionFeedback & DiscussionFeedback & DiscussionFeedback & DiscussionFeedback & DiscussionFeedback & DiscussionFeedback & DiscussionFeedback & Discussion
� Your INPUTS
�NOW we need to know DETAILS of the �NOW we need to know DETAILS of the PRODUCT
�Based on your inputs, revision on this & communication/creative strategy.
THANK YOUTHANK YOU
Was a pleasure
