Videocon Dth

de radiation patternity contributevas VIDEOCON DTH 2011 GROUP 1 MAUNIL RITU ROHAN SHOIB SIDDHARTH VARSHA 10/25/2011 TABLE OF CONTENTS Contents commemo wander inventorying2 HISTORY2 PORTFOLIO OF VIDEOCON PRODUCTS3 fire provoker ELEMENTS FOR DTH4 VIDEOCON DTH PRICING, mart AND DISTRIBUTION6 target EXPLORATORY10 client noesis10 SOURCES OF BRAND EQUITY15 CBBE FOR DTH17 BRAND POSITIONING19 fuel pod AND POP19 THREATS TO BRAND EQUITY21 RECOMMENDATIONS TO SUSTAIN BRAND EQUITY21 BRAND INVENTORY HISTORYVideocon, arrangeed in 1985 by Nandlal Madhavlal Dhoot, is an Indian multinational with business into consumer electronics, mobile ph matchlesss, oil and gas, colour bear witness glass tube-shaped structure, telecommunications and DTH. Having interests to blow a fuse either over the world, Videocon has not alone 17 manu incidenturing plants in India just now similarly has extended its stake into countries such as China, Italy, Mexico etc. It is too the third largestpicture tu bemanu pointurer in the world.Videocon started with manufacturing telly fates and washing machines in India and eventu each(prenominal)y in 1990s un nerveed into manufacturing other consumer electronics and appliances including glass shells for CRT. at one clip the biggest moves for Videocon was on July 7, 2005, when it acquired the entire stake of Electrolux India and Thompson CPT. It was in the resembling year that Videocon took over Hyundai Electronics. As they progressed and expanded into parvenu-fashionedly businesses, Videocon moved into the DTH attend to in July 2009 under the soft touch reveal as Videocon d2h.DTH ope come in had already started to r separately its presence in the Indian mart with the launch of Dish TV by Essel Groups Zee Entertainment Enterprises back in 2004, that was soon followed by Tata Sky, Airtel Digital Tv and Reliances BIG TV to hear a few. Even though Videocon did not break the basic mover advantage, they soon strengthened up the run and in Oct 2009, Videocon d2h was awarded as the 4th virtually Successful trade name launched in 2009 by score bowler Survey done by telephone line Standard.The twirlings soon were fall apartd with the introduction of transmit videodisks in Nov 2009 and further the 3D versions of all set top boxes in demonstrate 2011. They besides offeredliquid crystal display& TVs with built-inDTH beamreceiver, which was relatively a rude(a) supposition unlike the other players who provided only the set top box. By Feb 2010, they grew big and achieved tear apart India Operations. PORTFOLIO OF VIDEOCON PRODUCTS The Group Videocon is worth around US$ 4. billion and its commemorate portfolio and partners include- AKAI Electrolux Kelvinator Kenstar Toshiba Sansui Hyundai Electronics *In the progress to of Marketing Operation and Distribution discernment signed The Videocon crossings earn been segregated found on the interests of the company and includes- * Consumer elect ronics and appliances * Mobile phones * cover and gas * Colour picture tube glass * Telecommunications * DTH operate The Videocon d2h crossings portfolio includes- orbiter HD box beam HD DVR beam HD box (3D) Satellite DVD Satellite LCD Features * arial mosaic (12 PIP) Genre unused * Favourites * Multilingual line of products Guide * Preview Screen (Full Guide) * entropy Bar * Tickers * Active Services operate Active ( Darshan, State, Channel & East) * Full HD turn in Quality (1080i) * 5 x quantify Digital Quality double * HDD with child(p) High exposition Digital break * 169 Wide aspect Ratio * Record upto 200 hours * thick motion sustain * High Definition Satellite Box * Full HD Picture Quality (1080i) * 5 x propagation Digital Quality Picture * HDD pass * 169 Wide spirit at Ratio * USB Port * Active medication Space * Multiple Tickers * d2h Movies * Co-axial Digital audio Output * Smart Power go for * DTH enabled Satellite DVD * USB Port * multimedia Card Port * DVD / MP3 / VCD / SVCD / ACD / KODAK * DiVX / MPEG-4 matched * Power Resume * Inbuilt D2H * UV Glossy Look * HD Ready * 2000001 Contrast Ratio * MPEG4 & DVB S2 Technology * Tickers * brawniness Meter * Capture Logo big bucks base on zone and transmit base on zone establish on zone and channels Based on channels - Offers uncommitted - Available - -Warranty manner time bread and butter time Life time Life time - worth Rs. 1390/- Rs. 3990/- Rs. 1690/- Rs. 2690/- Varies with screen sizing BRAND ELEMENTS FOR DTH Ab come on 3 old age ago, the Videocon group, with great fanfargon in Los Angeles, launched their saucy logo to jump come to the fore a to a greater extent modern look that gave a present-day(a) feel. The logo was unveiled by no(prenominal) other than Videocon spot ambassador Shahrukh Khan. The refreshful logo is found on the consumer-establish woo of the imperfection and its positioning is hypothetical to be ne arr to the consumers heart twain in terms of its ideals and philosophies, as rise as its servicing characteristics. The blur make-over is aimed at teenage consumers who shake off a new international mind-set. downstairs argon the new and old logos and the launch pictures bankers bill how the new logo indicates green and liquid. The message from Videocon is that it is ready to get commensurate to the changes in the coming times. The logo was brought to carriage by the deuce characters Chouw and Mouw which represent the 2 parts of the V of the logo. Both the characters establish certain personality traits based on their physical attributes. A series of pithy videos of these deuce characters was presented to promote the new place image. Although a trade good concept, it empennage be surmised the new mascots failed to connect with the audience and did not generate enough chump abandon.Videocon DTH name has the advantage that the filth name is some the category name of the strike off (direct to home) . Hence, in that sense, Videocon has played a master shock in increasing the salience of the snitch. The jab line rhymes well leave Hai, even up Hai and gives a meaning to the shop and should overhaul in readying of the marque mantra. The readiness of the logo can be interpret as the button of your TV impertinent which is further a source of brand association. DTH has chosen Abhishek Bachchan as its brand ambassador, looking at his clean image and family appreciates. Below is the logo and copy of the DTH brand VIDEOCON DTH PRICING, MARKETING AND DISTRIBUTIONVideocon launched its Direct-to-Home services after a round of other companies had already do their presence in the Indian trade however, ever since they launched their services they markd themselves by mettlesomelighting that they were only one to offer the guests crosswise India the worlds prototypic Satellite LCD, Satellite TV, Satellite DVD as well as the Satellite Box (STB). On one of the make Mr. Anil Khera, CEO, Bharat Business Channel Ltd. (BBCL) said, We ar glad to introduce our transmit set roughly of products and services. We be the la mental test entrant in the DTH category in India, but for sure not the same as others. We be creating a new category of Satellite Products. Our exclusive line of Satellite lam of products is sure to catch the eye of immediatelys consumer, who is looking for technological innovations. At Videocon d2h, we promise to deliver the latest providing value for money to our consumers. The grocery segmentation for Videocon d2h in the outgrowth place cogitateed on women who ar unbendable viewers and engage in day-to-day soaps. In other cases, they also focus on women intend to learn English as an added feature of DTH service. Videocon also concentrated on children by providing games, dictionary, discovery videos, particular(a)ly inbuilt Math, Science and Social exercises etc, maculation older group of guests are offered special ser vices such as videos of deities and programs with ethnical and religious depicted object. Hence, this foodstuffing system pore on product the early P of tradeing mix. Videocon d2h, considered worlds first satellite television receiver product introduced with the more or less advanced DTH Services, has a pan-India presence.Videocon d2h was first launched in the Punjab foodstuff, followed by a phase wise launch crossways various regions. Today, it is visible(prenominal) in almost all cities of India and bragging(a) to a position where acquiring a connection is not a deterrent. Thus, Videocon has successfully leveraged the use of place- the second P of marketing mix. Videocon d2h employs special marketing strategies for promotion and gross sales of its product. The steps under outline their strategies- * Advertisements with the brand ambassadors (Secondary associations) The main reason lies in the fact that film stars and celebrities add the quotient of fun and fun to these services.Abhishek Bachchan was roped in to become the face of Videocon d2h and feature across all Videocon d2h brand and productcommunicationsincluding publicizings on TV, print, outdoor, radio. Videocon invested Rs 1billion to promote the brand and with time, Abhishek was instrumental in communicating the benefits to consumers across the country. * Packages form the other component of the promotion and sales that may come as discounts, offers or regional removes to suit the guests. Videocon has performed a node categorization based on the necessarily and has customized various ringingages suit their reckon preferences, location and tenure for which the customers want to buy.In A-La-Carte services, customers are given the plectron to send off their own refugee campage either by choosing individual channels or by combining two or to a greater extent existing demandages. The next marketing mix, charge played a part to accession their market portion. When Videocon launched the set up boxed-in(a) for its DTH services, the market already had big players. Thus, it was natural for them to use competitive pricing to place the market and push volumes, acquire market distribute and induce itself as an option for the customers to buy the service. Therefore, set-top boxes were cheaper than the ones available in the market and pricing became an important strategy with Videocon across all its product lines.With contact to Thomson technology, Videocon d2h has true a patented hardware and CAS system and this seem to work for them by thinning set-top boxes prices by half. The D2H prices were lower than its competitors such as Airtel and Tata sky as seen in the table. DTH encase NO OF CHANNELS COST PER month COST PER CHANNEL Dish TV Titanium cram 193 332. 5 1. 722797927 small fry pack 190 165 0. 868421053 platinum Shine Pack+1 handsome top up190 312 - Gold 165 210 1. 272727273 notes one hundred forty-five one hundred twenty-five 0. 8620 68966 South platinum 190 312 1. 642105263 South Gold one hundred fifty-five 190 1. 225806452 South ash grey 145 125 0. 862068966D2h Gold pack 125 150 1. 2 Diamond pack 165 275 1. 666666667 Airtel Super value cx 127 1. 154545455 New value 118 160 1. 355932203 miserliness 155 221 1. 425806452 Mega 177 304 1. 717514124 Ultra 184 364 1. 97826087 BIG TV rate pack 81 90+ Taxes 1. 111111 + Taxes Bronze pack 111 135+ Taxes 1. 216216 + Taxes Silver pack 123 180+Taxes 1. 463414 + Taxes Gold pack 138 225+Taxes 1. 630434 + Taxes Diamond pack 152 270+Taxes 1. 776315 + Taxes Platinum pack 156 315+Taxes 2. 019230 + Taxes TATA SKY Super Hit pack 63 160 2. 53968254 Super honour pack 103 200 1. 941747573 Super Value Kids pack 104 225 2. 163461538 Super Saver pack 124 275 2. 217741935 Distribution Companies such as Videocon feature a strong diffusion and monger network in India with presence in almost all cities. muchover, Videocon has leveraged its tie up with channel partners , which are hard to break, in order to better penetrate the market and reach customers. * Videocon connected with Tech Mahindra as their IT partners and IBM to provide an excellent technology infrastructure. * Videocons, media fort Bharat Business Channeland its partners offer ascendible Conditional Access system (CAS) that protects content conveyed over cable networks. With 75,000+ Distributor/ principal/Sub-dealer base, Videocon provides the best regional content. * Channel partners have enabled Videocon to offer bulk services (value added services/active services/products) and decrease the distribution costs. The above points poses a major little terror in front of the new entrant as Videocon d2h already serves with the channels and the newentrantwillhaveto expectthechannelsto accept its product done high margins, promotional allowances,better mentionfacilitiesandadvertising support, which will reduce the profits. Thus, Videocon d2h do its a cost advantage as compared to ne w entrants. BRAND EXPLORATORYCUSTOMER KNOWLEDGE DTH market in India is bewildering rapidly. This is estimated to grow at a rapid rate of 24%. With the government of our country decision making on digitizing the whole cable network, the authority for growth is really enormous. To tap this maturation market, corporate giants across the country are making their presence felt in this growing DTH segment. While in most countries across the world, only 2 or 3 DTH operators operate, in India there are 6 DTH operators. The competition is really gravelly and they are biting off each others market share for growth at this moment. But the fact to be noticed here is that the customer is the ultimate beneficiary.Find below the market share of the Indian DTH operators as on July 2011 DTH operator Launched in Market take Subscribers Dish TV Jun-05 31% 11000000 Airtel Nov-08 17% 5600000 TATA Sky Sep-06 19% 6000000 Sun Direct Mar-08 16% 5500000 volumed TV Sep-08 9% 3600000 Videocon DTH Apr-0 9 8% 3000000 Videocon was the last player to foray into the market with its Value for Money propose of its DTH. As already shown in the break before, Videocon DTH provides the best Value for Money across various entry packs. A synopsis of the comparison across various DTH operators is shown below (Source www. indiabroadband. com) VIDEOCON D2H Growth Videocon D2H is growing rapidly. It is estimated to outpace Big TV in the following year.Videocon D2H is also the most successful brand in the last quarter. The growth of its brand is distinctly visible. Videocon d2h acquired 7. 47 lakh subscribers in the first quarter of FY 2011, which is more than its competitors. Rapid advertisement drop downs is also planned for this purpose. Rs 800million is the al serve upted calculate for ad-spends for 2012-13. They hope to increase their market share to 11% by the end of this year. Videocons unassailableial in this emerging market can be tapped by this strategy only. The general BDI/CDI m atrix indicates the following syndicate Development CDI0. 027 BDI 0. 0028 HIGH average depression distinguish Development HIGH MEDIUM Market Leader PositionsStronger base from which to build share LOW Position of Videocon represent of Obtaining Initial awareness and trial is high The ad spending of Videocon is therefore warrant as indicated by its BDI/CDI matrix. This is strengthened by the fact that Videocon has very less good will with jimmy to the total Assets it possess. This contributes to clean 0. 0015% of the total assets and has been in a line of descent as indicated by the graph below. With this at the background, it was also intended to carry out a study to determine what actors go the purchasing and recommending power of the user. The study was conducted based on reviews obtained from www. mouthshutreview. com.The data indicated the presence of two important variables. The significance of the same was tested. The two variables are * Price and features( including Service) * Advertisement Based on these factors two hypotheses were formulated. These were subjected to statistical test based upon the data obtained from 30 reviewers. The variables had portentous amount of co-relation between them and were identified as two important factors. The hypotheses based on these factors are Hypotheses H1 Sale of Videocon D2H does not await upon Price and features offered Rejected H2 Sale of Videocon D2H is not influenced by advertisement Accepted descriptive Statistics N Minimum Maximum close Std.Deviation Movie 31 1 5 2. 87 1. 648 Quality of uncover 31 1 5 3. 42 1. 544 Service 31 1 5 3. 29 1. 553 Interactive services 31 1 5 2. 81 1. 662 Price 31 1 5 2. 97 1. 169 Advertisement 31 1 4 2. 29 . 902 Valid N (listwise) 31 Coefficientsa Model Unstandardized Coefficients Standardized Coefficients t Sig. B Std. Error Beta 1 (Constant) 3. 065 . 169 18. 111 . 000 REGR factor score 1 for analysis 1 . 911 . 172 . 706 5. 294 . 000 REGR fa ctor score 2 for analysis 1 . 070 . 172 . 054 . 404 . 689 a. Dependent Variable good word MEASURING BRAND STRENGTH 1.This project has measured the notice strength with respect to its overall sales testimony provided by the users across the country. 2. The Score for recommendation depends on Price and features and does not depend upon advertisement spends. 3. The co-efficient indicate the fact that with a 0. 911 social unit increase in price and features provided the brand strength in terms of its recommendation power increases by 1 unit. SOURCES OF BRAND EQUITY Videocon D2H tries to derive its brand uprightness from the following sources * Logo * Corporate * post * tick off Ambassadors * mark off elements * Revamped Videocon logo * Brand * Characters Chau and Maou * Punch line * Technology MPEG-4The two major sources of brand equity are brand awareness and brand image. Brand awareness further consists of brand recall and brand recognition. Based on our interviews, we found t hat D2H fares poorly on these dimensions, as respondents failed to affirm prior exposure to the brand. Especially a want the brand recall dimension, D2H fares poorly as given the product category of satellite television, respondents failed to recall the brand. It can be thereof said that Videocon marketers failed to establish the brand pommel in the memory of the consumers and indeed failed to create a brand association. A coercive brand image happens when strong, booming and unequaled associations are created in the memory.Strong and favorable associations have already been created in the minds, cod to the secondary association of the corporate brand Videocon. However, the uniqueness association is still evolving. In an attempt to achieve this, D2H has managed to score a few points when it has tried to offer the LCD TVs with built-in set top boxes. D2H has a issuance of attributes that it competitors do not. D2H offers a across-the-board range of regional channels. Howev er, it is not cashing in on these brand attributes. It needs to be found out if consumers derive brand benefits out of these attributes. It may be the case that a large no. of regional channels are available but consumers attach no importance to them and hence derive no brand benefit.CBBE FOR DTH Shown above, is the Consumer based brand equity mannequin theorized by branding Guru Kevin Keller. This model says that consumer based brand equity happens when consumers provide a derivative response to marketing activities of the brand, and talks roughly how consumer knowledge affects their response to those marketing activities delinquent to the brand equity. The base of the pyramid model talks about Brand salience. Salience is the measure of how frequently the brand is evoked under various situations. We believe that the brand has a low salience in general repayable to the fact that it is a young brand has not got enough time to build brand equity.Also, it seems that the marketin g spend by competitors is much bigger in terms of above the line communication. Albeit, one can say, that the name Videocon itself is a potent cue for brand recall. Brand exploit is what the firm tells customers about the brand in their communications. So this will mean how the brand will perform, what features it will provide, and how the customer can benefit from its use. Brand accomplishment includes dimensions that differentiate the brand. D2H differentiates itself by offer more regional channels, more total channels and bundled services as shown above in the pyramid. Brand imagery includes the way in which the brand attempts to meet the customers mental needs.It is the way people think about the brand abstractly. The different intangibles that are abstract and can be linked to a brand are user profiles, personality, values, history, inheritance and experiences. Videocon has a long history in India as one of the pioneers in consumer electronics and D2H builds on this brand i magery. Also, the corporate brand Videocon stands for slightly reliable product tone of voice for the spate market. The imagery that D2H has built includes entertainment variety, lot of consumer options, easy pay and channel flexibility. Brand judgment is formed by lay together all of the brand images and performance associations. The 4 judgments where D2H rates are as followsQuality Consumer may view Videocon as a fairly good quality brand which can bring all the values of its parent brand combine with reliability and efficient service. Credibility Consumers rate Videocon low in terms of comprehend expertise and this can be due to the presence of several international giants. However, in the D2H segment, the perceived quality will close to be the same for all competitors. experimental condition Customers rate Videocon fairly high in terms of its inclusion in their attachment set. They will consider the brand to be relevant because strong and favorable associations have be en created by the brand. Brand livelinesss are customers emotional reactions and responses to the brand.D2H, through its ad campaigns has generated the feelings that it is sort of the pioneer in offering the LCD with the built in set-top-box in India. Also, its campaigns generate a feeling that it is a technology intensive brand apply all the latest technologies like MPEG-4 and so on. The Direct Hai, correct Hai campaign generates the feeling that direct satellite technology is the best technology for the consumer. BRAND POSITIONING POD AND POP Points of difference are attributes or benefits that customers strongly associate with a brand, positively view it and believe they cannot find to the same extent with a competitive brand (Keller, Parameswaran, Jacob, 2011). D2H has set up a number of schemes and attributes to differentiate itself from its competitors.D2H has the following PODs * TVs with built in STBs * More regional channels than competitors * More HD channels * Claim to be the first industry player to introduce 3D TV * User friendly payment system * Leverages the brand equity of Videocon and its experience with consumer business The HD DVR offered by D2H is the first in the industry and instantly differentiates it from its competitors. With a lot of hype being created about HDTV, D2H can set up an ideal program that can be leveraged to extract benefits out of other HD offerings. Young urban consumers love life to make transactions online and this will also help D2H in eliminating its fixed costs.The online payment system will further differentiate D2H on the convenience dimension. Points of parity are not unique to one brand but may be share with other brands. (Keller, Parameswaran, Jacob, 2011). Category points of parity are necessary but not commensurate conditions for positioning. Competitive points of parity negate competitors points of differences. Especially, during product line extensions, it is critical that ideal POPs be clearly estab lished to gain customer credibility and trust. Videocon sure has a long drawn consumer electronics background but it needs to create sufficient points of parity to win over the consumer that it is a serious player in the D2H industry.The POPs are as follows * A generic wine Direct to home satellite television provider * Satisfies all the basic needs of a DTH provider * Provides options in the form of packages, products, services * Strong network of deals, service personnel and technicians * Call centers to address customer queries THREATS TO BRAND EQUITY RECOMMENDATIONS TO SUSTAIN BRAND EQUITY * Brand Architecture * Brand Hierachy * Brand Growth Strategy Bibliography 1. http//www. videocond2h. com/wsc/products. aspx 2. http//www. videocond2h. com/wsc/packages. aspx 3. http//indiandth. in/Thread-Big-CBS-Prime-hops-on-to-Videocon-d2h 4. http//www. adgully. com/marketing/abhishek-bachchan-to-endorse-videocons-d2h. html 5.