Description
SWOT ANALYSIS OF AIRTEL DIGITAL TV
Airtel Digital TV
Parent Company
Bharti Airtel
Category
DTH and Broadcasting
Sector
Media and Entertainment
Tagline/ Slogan
Come Home to the Magic
USP
Exception viewing experiencing using MPEG-4 Technology
STP
Segment
Working Men ( Decision Makers)
Target Group
25 years+ middle income group and above
Positioning
Viewing on Airtel DTH is termed as an experience
SWOT Analysis
1. High brand equity riding on constant advertising 2. Extensive Distribution channel 3. Interactive Services customized for kids and women. 4. Sleek and Stylish Polished Set-up box with high in-built memory 5. Branding and marketing through TVCs print ads and sponsorships Strength 6. High brand recall owing to celebrity brand ambassadors
1. Intense competition means market share is limited 2. Issue of DTH services not working in adverse weather conditions is Weakness irritating for customers
1. Exploring World Channels 2. Low Market penetration – Scope for growth Opportunity 3. Revenue from interactive services
1. Evolving regional players with customized options Threats 2. High Customer Acquisition Cost
Competition
Competitors
1. Dish TV
2. TATA Sky 3. Sun DTH
doc_696448374.docx
SWOT ANALYSIS OF AIRTEL DIGITAL TV
Airtel Digital TV
Parent Company
Bharti Airtel
Category
DTH and Broadcasting
Sector
Media and Entertainment
Tagline/ Slogan
Come Home to the Magic
USP
Exception viewing experiencing using MPEG-4 Technology
STP
Segment
Working Men ( Decision Makers)
Target Group
25 years+ middle income group and above
Positioning
Viewing on Airtel DTH is termed as an experience
SWOT Analysis
1. High brand equity riding on constant advertising 2. Extensive Distribution channel 3. Interactive Services customized for kids and women. 4. Sleek and Stylish Polished Set-up box with high in-built memory 5. Branding and marketing through TVCs print ads and sponsorships Strength 6. High brand recall owing to celebrity brand ambassadors
1. Intense competition means market share is limited 2. Issue of DTH services not working in adverse weather conditions is Weakness irritating for customers
1. Exploring World Channels 2. Low Market penetration – Scope for growth Opportunity 3. Revenue from interactive services
1. Evolving regional players with customized options Threats 2. High Customer Acquisition Cost
Competition
Competitors
1. Dish TV
2. TATA Sky 3. Sun DTH
doc_696448374.docx