1. Marketing plan
U
Universal Dish Antenna
Executive Summary
The goal of this marketing plan is to review the performance of Universal dish antenna (a
satellite TV channel service provider) and recommend the required changes for further
improvements and expansion. UNIVESAL DISH ANTENNA is running a successful business in
the swami city area. In future if Universal Cable adopted better polices Universal Cable will be
the only Cable Network & that it would become the market leaders in swami city. These policies
include the development of high quality ads for clients, market the organization more effective,
adding new channels, , introduction of fibre optic for transmission of signals, providing Cable
Net facility, polite behavior with the customers and try to satisfy them etc.Universal dish antenna
provides a source of information and entertainment through the medium of the cable. Universal
dish antenna is the answer to an increasing demand. The public wants access to the methods of
entertainment and volumes of information now available on the dish.
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4. 1. Situation Analysis
1.0 Situation Analysis:
Dish Antenna service providers are running their business quite successfully. People want good
entertainment and for this they are ready to pay. After the whole day while working in offices
etc.when they come back to their homes, everyone likes to sit with their family members and
watch the good programmes. Besides all factors, there’s no doubt that Dish Antenna is providing
a good entertainment to its clients. Its overall performance is excellent.
1.1Market summary:
Universal Dish Antenna is faced with the exciting opportunity of being providing excellent
services to its customers. The growing interest in the Dish Antenna television can produce good
results. There are two competitors in the Kareem Pura area right now, but in Swami City there
are other competitors of universal Dish antenna but they can manage it by providing good quality
service and clear transmission of channels. Today is a world of information and everyone wants
to know what is going on in the world, so for this reason every individual wants to have access to
as much mediums as he can. Dish Antenna TV service is the best solution for fulfilling this
desire by telecasting more than 70 channels. So this increases demand for Dish Antenna TV
service in the market.
a) Target Market:
Universal Dish Antenna intends to cater to people who want access to information and
entertainment in affordable, reliable and convenient manner. Universal Dish Antenna’s
customers can be divided into three groups. The first group is made up of children who are fond
of watching cartoons and other games on different channels. The second group consists of
adolescents who like more entertainment. The third group is that of elders both medium age and
seniors. Most of the seniors are keen to watch talk shows and updated news. It also targets the
whole families with various family channels and also provides religious information on a range
of channels. There are TV channels offering cooking shows, dress designing, beauty tips and
other household activities especially to target female. In fact there is a separate channel named
“Masala TV” dedicated to cooking programs.
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5. Demographics
Universal Dish Antenna target market covers a wide range of ages: 4 to 60 years and the major
users are in the age range of 15 to 40 years. These age ranges include both male and female.
Our primary target markets include:
Students & teenagers:
The large student population will become an important part of
the Universal Dish Antenna customer base. The student population continues to grow. Nonstop
entertainment and access to the information will attract this demographic.
Business people & other professionals:
The business community is growing
rapidly with the addition of a new Computer facilities and a flurry of new professional centers.
Universal Dish antenna will provide a perfect setting for business meetings through
conferencing. It will also give travelling business people an opportunity to plug their laptops into
the Universal Dish Antenna network to check email communications.
Seniors: Represent a growing population of Dish Antenna viewers. Universal Dish Antenna
will target the seniors in the area by offering classic music & movies. This will build a regular
base of customers that wouldn't typically use the services offered by Universal Dish Antenna.
b) Market Needs
The rapid growth of the Information technology that has been witnessed worldwide is only the
beginning of a long-lived trend towards an economy built on the infrastructure of the Dish
Antenna TV. The potential growth of the Dish Antenna TV is enormous, to the point where one
day, a TV with Dish connection will be as common and necessary as a telephone. This may be 5
or 10 years down the road, but for the next five years, the Dish Antenna service provider market
is sure to experience tremendous growth. Establishing itself as the first most affordable Dish
Antenna in the area, Universal Dish Antenna will enjoy the first-mover advantages of name
recognition and customer loyalty. Initially, Universal Dish Antenna tried to hold a 20 percent
share of the Dish provider market locally. In the next five years, more competitors will enter the
market. Universal Dish Antenna has set a goal to consistently maintain a market share of greater
than fifty percent. The popularity of the Dish TV channels is growing exponentially. Those who
are familiar with the information superhighway are well aware of how fun and addicting
watching Dish channels can be. Those who have not yet experienced the Dish Antenna TV need
a convenient and cost efficient way to learn about and utilizing the current technologies.
Universal Dish Antenna seeks to provide its customers with affordable Dish Antenna TV access
in an innovative and easy manner. The Dish Antenna TV has become a point of conversation in
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6. almost all social groups. People are talking about dramas they watched, business people are
talking about business review program and expert opinion and the update regarding the stock
exchange situation, and kids are talking about the latest cartoons and children programs. People
like to communicate their views about the cricket matches and other sports they experiences with
their friends, colleagues and family, which they, otherwise, would not have been able to watch
without Dish Antenna TV channels.
2. SWOT ANALYSIS:
The SWOT analysis is used as the base line for future improvement. The best strategy is one that
fits organization's strengths to opportunities in the environment. Comparing the organization to
external benchmarks is used to assess current capabilities. Benchmarking systematically
compares performance measures such as efficiency, effectiveness or outcomes of an
organization. Benchmarking with other organizations can help identify a gap. Gap analysis
identifies the progress required to move the organization from its current capabilities to its
desired future state. In this way, the organization can adapt to the best practices to improve
organizational performance.
SWOT ANALYSIS OF DISH ANTENNA:
Positive Aspects:
1. Awareness
The culture of Swami City is different from other cities of X country as compared to other cities.
T.V Dish Antenna networks have a very big hand in changing the minds of people in Swami
City.Awareness has given a new look in them. People attitude have been changed a lot towards
their lifestyle. Now a day’s one is conscious for home decorations, furniture style etc. Every one
cares that what is in and what is out of fashion. One tries his best to remain in touch with society.
People like to programmes are not only watched by house hold ladies even such food items are
practiced in homes and have added new tastes to their dining tables.
2. Employment
In Dish Antenna networks people especially belonging from Middle and lower class have got
jobs. Almost there are approximately 15 setups of Dish Antenna operators. They all require
“peon”, “office boys / men for keeping records of payments, permanent electricians for proper
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7. Services etc. In a developing country like X such jobs for Middle and lower class are quite
enough to maintain that families.
3. Entertainment, Information & learning
A Dish Antenna network operates many channels of the world in one time. One can see so many
channels around the world or get information at one time. The Dish Antenna provides 24 hours
Entertainment to their clients. One can’t get bored while sitting in front of TV. GEO & ARY
gives full updates of news from all over the world. QTV plays informatics programmes about
Snndesh. National geographic tells information about animals etc. There is a separate channel for
Sports Lovers. In spite of this other Dish Antenna programmes are about fashion, beauty tips,
home decorations, cooking etc. Thus TV Dish Antenna not only provides Entertainment &
Information but one can learn a lot from Dish T.Vchannels.
Weaknesses:
Lack of Family Channels & Vulgarity:
The trend of family channels has been gradually finished from Dish Antenna networks. The
channels telecasted by Dish Antenna networks are only left with vulgarity instead of providing
family entertainments. Head of the family is unable to watch T.V programmes while sitting with
his own family members because of vulgar programmes.
Effect on national language:
Indian channels programmes, dramas; movies etc telecasted by Dish networks has affected a lot
honour national language. Younger feel proud while using Hindi words in their conversation.
e.g. Widwa for widow, karaab for bad, chamatkar for wonder, Jeejajee for brother in law, Sasoo
maah for mother in law, shagoon for good events, etc
Influence of Western Trend:
Asian culture and trend is influenced by Western culture. Whatever People see they try to adopt
whether they look good or bad. Thus western culture is influencing our society a lot.
Effect on Respect of Elders:
The respect, which is required in every relationship, is gradually finishing from our youth. The
desired respect of every elder which is due on youth is finished from their hearts. Including their
parents, teacher’s etc. youngsters have been grown up before the time. Mostly they misbehave,
shout and feel irritated from advices. Commonly they disobey elders and don’t feel ashamed.
Their precious time of study is passed while watching “Star Plus” which is most important to
them rather completing their home works.
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8. Advertisements:
Advertisements on Dish Antenna TV of Local brands and services don’t meet the international
standards. Dish operators for their earnings run ads in even Rs. 1000/- these types of ads give
poor impression and it neither guides nor motivates consumers. Most of Ads of don’t give full
information about the products.
Less information:
Due to CD channels of cable network we get less information of international products. Because
the advertisements of international products are replaced with local products ads.
Non co-operational attitude of Dish Antenna network operators:
The Dish Antenna network operators have no coordination with each other. Within one city their
policies differ from one another. E.g. in city if there is ban on “English Channels” in Cantt the
same channel is working on. This shows lack of understanding and non co-operational attitude of
Dish Antenna network operators among themselves.
Poor office Location:
One and the main important weakness of the universal Dish Antenna network is that their office
location is not good. It’s in side city, in a street. Their sub office can be maintained inside city
but their Main office should be located at such a place, which is accessible to all. It should be
outside the street on front or across the road.
Weak marketing:
Another important weakness of the business is their marketing is poor. They are dealing with
numerous customers in inside city but if they have managed it properly they can attract more
customers too.
Opportunities:
Location:
UNIVERSAL Dish Antenna TV should change their location from inside city. For having more
growth they have to change their location. As they have extended their business so they must
have one main office and 02 branch offices in inside city.
Magic boxes:
Second opportunity is that in spite of providing entertainment they should sell magic boxes.
Magic box is like a decoder, which gives more TV channels.
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9. New Channels:
More over they can buy new channels of different countries other than India, U.K, & DUBAI etc
this will also increase the demand of “Universal Dish Antenna T.V”
Threats:
There is threat as cable services that can take place of Dish Antennas.
Comparison to Cable services there are very few no of channels are available in Dish
Antenna services, so it can be that customer switch over dish antenna to cable network to
get the more access of channels.
3. Competition:
The service nature of Universal Dish Antenna business faces competition with other cable
service providers. There are a total of 11 cable service providers in the Swami city. OK cable
network, Afridi cable network, MZ cablein near future a tough competition is expected because
these brands will retaliate.
Keys to Success:
• Universal Dish Antenna has given customer a choice to select from a variety of channels.
• Designing and producing offers that meet mark demand, thus ensuring total customer
satisfaction.
• The provision in Universal Dish Antenna for education and entertainment.
• The Dish Antenna provides 24 hours Entertainment to their clients.
• Clearer TV picture.
• Can have access to the latest information round the clock by tuning into the News channels.
Critical Issues:
The risks involved for Universal Dish antenna are:
Will there be a continuing demand for the services offered by Universal Dish?
Will the popularity of the Dish continue to grow, or is the cable TV a trend?
Will individuals be willing to pay for the services Universal Dish offers?
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10. 4. Marketing Strategy:
4.1 Mission Statement:
The mission of universal Dish Antenna is that it would become the only best Dish operator in
Swami city and if it’s difficult to cover the whole Swami City so all city side will be managed by
Universal Dish Network only by providing customers with quality service and nonstop
entertainment & information.
Marketing Objectives:
“Our objective is to strengthen our business and reputation, so that it should be trusted where
ever Universal Dish Antenna is watched”.
Universal Dish Antenna marketing will consistently build on this mission. Everything Universal
Dish does, from the pricing structure for its services to the satisfaction it provides, must be done
with this mission in mind. Universal Dish Antenna caters to: a variety of people as its customers.
Its policies and services are designed for this clientele and Universal Dish’s marketing efforts are
focused on capturing this market. Universal Dish believes that the consumer is ultimately the
boss, and one can be successful only if it is active in their life, and responsive in their issues, or
any complaints by them.
4.3 Financial Objectives:
To build a profitable business that’s sustainable into the future and expanding into new markets.
The vision outlined in the business plan includes sales of roughly Rs 1,284,000 in the year 2007
with that figure increasing 7% annually. Universal Dish should strive to minimize its cost in face
of competition.
4.4 Product Positioning:
Universal Dish Antenna is positioned at providing high quality nonstop information and
entertainment at affordable price.
The basic purpose, of the business, is to serve consumers in a unique and effective way.
Universal Dish should give such programmes or telecast such channels through which one
should love his own country and his own local culture. This will give build a strong relationship
with those who hate Dish .Such programmes could also help and guide our youth to remain them
on right path. This will provide a foundation or a positive path way for their future growth. And
will lesser their threats.
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11. 4.5 Strategy:
The following are the two key strategies Universal Dish Antenna will focus on:
Universal Dish’s first strategy focuses on attracting new customers. Universal Dish plans on
attracting these customers by:
•Advertising in print & electronic media the positive uses.
•By wet sampling.
Universal Dish's second strategy will be focused on retaining existing users. Universal Dish
plans on retaining this type of customer by:
• Providing extra channels.
• Providing high quality service through maintenance of signals and transmission lines
• Providing special discounts to heavy users i.e. many connections in the same house.
• A call centres to receive and responds to complaints by customers
• This will help retain customers that would normally think about using another Dish provider.
4.6 Marketing Mix:
Universal Dish’s marketing efforts will focus on building a loyal base of customers that will use
the services provided on daily basis.
A). Pricing
Determining a fair market, monthly price for the service is more difficult because there is direct
competition from other Dish Service provider Networks in this area. Therefore, Universal Dish
considered two sources to determine the monthly charges. First, we considered the price charged
by our competitor.
b). Promotion:
Universal Dish will spend almost Rs. 18,000 for year 2015, to build a brand and a loyal customer
base. Marketing efforts will be focused on the local market, and the campaign will run the
entirety of 2015, increasing roughly 10% per year to match increased sales revenue. The
marketing budget will consistently equal almost 10% of sales.
A Few Specific Marketing Efforts: Advertisements in:
• Print Materials
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12. • Local Newspapers
• Billboards, posters & leaflets etc.
c). Product/Service:
This topic is a critical reminder of the fact that Universal Dish Antenna is a service business. The
success of our business depends upon the quality of the service we offer and delivering that
service consistently. Universal Dish is dedicated to delivering this quality service.
Product Features
Universal Dish is offering satellite TV channels. Universal Dish is heading delivering the most
consistent Dish service to its users through easy to use eliminating the worry to renew card
subscription or moving antenna.
Universal Cable Service features are:
1. Higher picture Quality than other dish antenna
2. No card renewals
3.More than 70 channels
4. Reliable service
5. Efficient complaint system and troubleshooting
6. On demand movies and songs
7. Advertising service making attractive ads & planning to hire best professional in the near
future.
5. Financials, Budgets, and Forecasts:
The marketing plan is built on these truths:
1. Building a strong brand and brand loyalty is critical to the success of Universal Dish
Antenna so the marketing budget will increased annually.
2. The relationship between marketing expenditure and revenues generated is positive only
to a certain point. Universal Dish owner doesn't feel that a marketing budget is close to
that point where additional marketing expenditure won't create additional revenue. If he
can manage, he plans to spend more than 10% of sales on marketing in future years.
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13. However, he wants to keep this relationship in mind as he considers spending more on
marketing efforts.
3. Universal Dish understanding of the need for strong branding and emphasis on marketing
gives it a competitive edge over cable networks in our area and potential competitors.
5.2 Sales Forecast:
The Dish Antenna industry in Swami is growing at an average rate of 9%. As for Universal
Dish Antenna is concerned, it is growing at an average rate of 6%.Currently the Universal
Dish Antenna sales are worth Rs.107, 000 per month or Rs. 1,284,000 per year roughly. So if
the same growth rate continued the following sales can be forecasted.
Universal Dish Antenna Sales forecast
Year
Sales in Rs.
Probable Growth
2014
12,84,000
6%
2015
13,61,040
6%
2016
14,42,702
6%
Expense Forecast
The Dish Antenna industry in Swami City is growing at an average rate of 6%. So new
competitors will arise and to compete them Universal Dish Antenna has to hire more competent
workforce and latest machinery. Currently the Universal Dish Antenna expenses are worth Rs.
69,000 per month or Rs. 828,000 per year roughly. So if the same growth rate continued the
following Expenses can be forecasted.
Universal Cable Expense forecast
Year
Expenses in Rs.
Probable Growth
2014
8,28,000
3%
2015
8,52,840
4%
2016
8,86,940
10%
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14. 6. Implementation/Controls:
6.0 Controls
Comparing the actual performance with the planned activities and taking corrective actions is an
effective way of control.
The following areas will be monitored to measure performance:
• Revenue: monthly and annually
• Expenses:
• Customer satisfaction
• New offers
6.1 Marketing Organization:
As a small organization Universal Dish Antenna doesn’t have any separate marketing
department. So the Ads designer along with one of the booster installer employee will be
responsible for the marketing activities.
6.2 Contingency Planning:
This marketing plan is just that, a plan. Plans don't always work out and we have to be ready to
deal with the likelihood that Universal Dish won't make good on the projections outlined in this
plan. We also have to prepare ourselves for overwhelming success.
References:
Websites:
http://www.mplans.com
http://morebusiness.com
And various others
Books:
Marketing management by Philip Kotler & Kevin lane Keller
Principles of Marketing by Armstrong & Kotler
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