dishtv rejevunation
TRANSCRIPT
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BRAND REJUVENATION OF
PRESENTED BY:
NISHIDH LAD (2013176)
NITESH BERIWAL (2013177)
NOOPUR MANDHYAN
(2013181)
PAYAL SINGH (2013196)
POORVA SABOO (2013200)
PRATEEK JAIN (2013208)
Presented to:Prof R Kamble
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INTRODUCTION A part of Zee Network owned by Essel Group
Founded in year 2004
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THE CURRENT SCENARIO
Focus on rural markets
Good mix of regional language channels
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Highest number of channels
Good distribution network
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In 2007 In 2013
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KEY ISSUES
Weak Presentation of the Brand
Product Quality
Technologically not advanced
Weak Brand Communication
Poor After Sales Service
Failed to take the First Mover Advantage
Brand Association wasn’t Correct
Did not use the Brand Equity of Zee to market well
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har ghar ki wish
poori karega naya dish
NEW LOGO AND TAGLINE
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NEW FACE FOR NEW DISH
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NEW SERVICES
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LIVE STREAMING OF EVENTS
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EVERYDAY
COOKING
WITH SANJEEV
KAPOOR
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STRATEGIC BRAND
PLANNING
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Promoting them on Social Networking Sites
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Increasing Demos Using Mobile Vans
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Tie-up with a Leading TV Brands
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Tie up with Hospitality & Hotel Industry
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Internship offers in B-Schools
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Sponsoring Comedy Nights with Kapil
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INVESTMENT PLAN
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Investment Plan
Total Budget – 50 crores
• Cost of roping-in Kapil Sharma – 4.5 Crores
• Cost Of Sponsoring Comedy Nights With Kapil(32 episodes*5000000) – 16 Crores
• Cost of Demo Vans (Rs.15000*100 Vans*30Days)-4.5 Crores
• Cost of Interns (Rs. 20000*10) + (Rs.100000*5) + (Rs. 8000*10) – 7.80 lakhs
• Cost of Billboards – Approx Budget Rs. 2 Crores
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TV Adverts Cost
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Times of India
• Front Page Colour Ad of the new logo-Rs.3,89,18,880
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Social Media Sites
• Facebook Ads ( Approx 80 Lakhs)
• Google Ads (15 lakhs)
• Search Engine Optimisation (10 Lakhs)
• Twitter Ads (7200000*2days) 1.44 Crores
• Miscellaneous Expenses – 2 Crores
• Total – 48,77,79,080
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Expected Outcome
• Increase in sales and brand outreach.
• Market share increment.
• lead to an increase in competence.
• Growth of brand image in minds of
customers
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