chapter – iii marketing mix for dth...
TRANSCRIPT
CHAPTER – III
MARKETING MIX FOR DTH SERVICES
3.1 Introduction
3.2 Marketing Mix for DTH Services
3.2.1 Product
3.2.2 Price
3.2.3 Place
3.2.4 Promotion
3.2.5 People
3.2.6 Physical Evidence
3.2.7 Process
3.3 Summary
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CHAPTER III
MARKETING MIX FOR DTH SERVICES
3.1 INTRODUCTION
The emerging trends in the preferences, likes and dislikes, lifestyles are
fantastically influenced by the positive trends in the discretionary income. The
liberalization of economy makes the ways for the internationalization of
fashion, culture and civilization. The sophistication in the development of
communication technologies paves avenues for the development of
entertainment facilities. In India, as in the rest of the world, entertainment is
dominated by films, television and internet, music and radio and outdoor live
entertainment such as sports. But DTH service is the only service which brings
home all the dominated entertainment such as films, television programmes,
music, radio, games together through television. Entertainment, Infotainment
and Edutainment is possible for subscribers through DTH services.
3.2 MARKETING MIX FOR DTH SERVICES
DTH marketing deals with providing services to satisfy subscribers'
recreational needs and wants. To satisfy these recreational needs, subscribers
want specific services. All the techniques and strategies of marketing are used
so that ultimately they induce the subscriber to avail the services of particular
service providers. Service marketing mix plays an important role in DTH
marketing. It helps in differentiating services of a particular DTH service
provider from its competitors. The formulation of marketing mix for DTH
services is found essential to make the services competitive. Marketing mix for
DTH services consists of different sub mixes such as the Product, Price, Place,
Promotion, People, Physical Evidence and Process.
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FIGURE 3.1
SERVICES MARKETING MIX
3.2.1 Product
A product is a set of attributes assembled in an identifiable form. The
product is the control component of any marketing mix. The product mix deals
with a variety of issues relating to development, presentation and management
of the product which is to be offered to the market place. It covers issues such
as channel packages, service levels and peripheral. The DTH services offered
at various levels are as follows:
3.2.1.1 Core Service Level
This level consists of the basic service product or benefit that the
subscriber is really buying. For the marketer core products are essentially all
those products that define what kind of business they are in. The DTH service
providers are in the entertainment and leisure business and offer core services
such as fun, relaxation and happiness as a subscriber benefit in the home itself.
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This level provides the platform for the platform for the development of other
peripheral levels.
3.2.1.2 The Expected Service Level
The expected service reflects the minimum set of expectations a
subscriber has about a product or service. A DTH subscriber expects the
following:
a) Picture Clarity
b) Sound Clarity
c) Number of channels in a package
d) Variety of channel packs
e) Warranty
f) Repair Service
g) Re-shifting
h) Usage instruction
i) Reminders
j) Customer care service
k) Recharging facility
l) Dealer’s support
m) Value added service
n) Uninterrupted service
This level deals with understanding the customer’s mind, and then fine-
tuning one’s offering to match the customer’s expectation. A new stream of
marketing is emerging, called expectation management to ensure that
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customer’s expectation and the company’s offering match. Managing
expectation becomes critical when customer satisfaction depends heavily on
expectation as in services. Obviously, the marketers must strive to satisfy the
fundamental expectation of the customers. If the service offer does not regard
this level, it will mean-immediate dissatisfaction.
3.2.1.3 The Augmented Level
This includes the fundamental services, benefits that distinguish the
company’s offer from the competitor’s offer. The augmented product is
basically a formal product with some ancillary benefits, extra features attached
to it. These value additions are given to make the service more attractive to
customers. According to Helen Woodruffe , “augmented service is the way in
which the service provider fine-tunes the marketing mix to differentiate their
service and make it stand out from the competition”.1
The service providers differentiate by adding value to the core, in terms
of service reliability, responsiveness and enable them to charge a higher price.
The DTH service providers differentiate in their service by offering the
following:
a) Variety of packages with special product description
The service providers offer variety of packages with special product
description. The pack must convey to the potential customer not just what the
product is, but what is does in terms of the benefits it offers- the promotional
message. This may be conveyed by the words, but for the most impact the
graphics and overall design are usually chosen to deliver the main, initial
messages.2
1 Vasanthi Venugopal and Raghu .V. N., “Services Marketing”, Mumbai: Himalaya Publishing House,
2011, p.87.
2 David Mercer, “Marketing” United Kingdom: Blackwell Publishers Limited, 2000, p.193
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b) Interactive Television
Interactive television describes a number of techniques that allow
viewers to interact with television content as they view it. It is generally
known as iTV. Normal TV flows in one way path from the broadcaster to the
viewer, however interactive TV, usually includes a digital modem that can
include either the cable operator, satellite TV operator or broadcast company.
Three ways people can use interactive TV today are:
i) Control Programming
TV watchers can easily pause live programming, record shows or skip
through TV advertisements. Cable and satellite companies include DVRs
(Digital Video Recorders) that can digitally store programming, so that show
can pause, watch shows from different angles, or skip through commercials.
ii) Purchase of Products and Services from the comfort of own TV set
Another common feature that makes its way into the interactive TV
market is the ability to purchase products and services via TV set. It might be
able to watch a TV commercial and instant purchase and pay for the product
being advertised.
iii) Voting and giving opinion
The third type of interactive TV technology that is available today is the
ability to vote and to give opinion via the TV set. Television programming
asks viewers to participate live with their show. This might be in the form of
voting for a favourite entertainer, voting in a news poll or giving opinion on a
new show.
b) Electronic Program Guide
Electronic Program Guide (EPG) provides users of television, radio and
other media applications with continuously updated menus displaying
scheduling information for current and upcoming program. EPG is typically
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associated only with television and consists of a digitally-displayed, non-
interactive menu of program scheduling information shown by a cable or
satellite TV provider to its subscriber on a dedicated channel.
c) Movie-on-demand
Movie-on-demand is a perfect opportunity for viewers to enjoy latest
block busters and wholesome entertainment through pay-per-view. Video-on-
demand delivers straight to the television. Movie-on-demand is generating
high levels of subscriber interest but little revenue with free content accounting
for more than 95 per cent of the material being watched.3
d) High Definition Television (HDTV)
HDTV is defined as having higher quality video, audio and a wider
image aspect ratio than standard television broadcast signals. HDTV is a part
of a larger set of standards called ATSC (Advanced Television Systems
Committee). The FCC (Federal Communications Commission) mandated that
all licensed television stations could be capable of broadcasting HDTV by
2007.
Standard TV uses 4:3 aspect ratios. This means that the screen format is
more like a square than a cinema screen. Cinema screens usually have an
aspect ratio of 16:9, which also is the screen ration of all HDTV screens. This
mean that one can watch most movies on TV as they would be shown in the
threatre.4 Another great feature is that HDTV are able to receive and reproduce
5.1 independent channels of digital sound. This format is generally termed
Dolby AC-3 and reproduces CD quality digital sound. It is important that
HDTV is able to receive or a standalone receiver to watch HDTV
programming. Just having a High Definition television set will not allow to
view of HDTV broadcast on HDTV set. It must also have an HDTV receiver.
3 http://www.dnaindia.com/money/report-dth-emerging.
4 http://www.tech-taq.com/Satellite - television.shtml.
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The DTH service providers pipe the satellite signal into the home using an
addressable set-top-box.
e) High Definition Recording
High Definition recorder lets the subscriber to record high definition
channels as well as standard definition channels. HD has 5 times sharper
picture than standard definition with the highest possible resolution of
1920x1080 (2.07 million+ pixels). HD recorder also has the features like 3D,
Dolby Digital Plus 7.1 surround sound, mobile recording, internet recording,
HDMI, storage capacity, watch one record one, easy series recording, pause
and resume live TV, fast forward, rewind, recording management and slow
motion.5
f) Parental Control
Parental controls provide parents with automated tools to help protect
their children and set restrictions while using devices and services. These
controls may include altering a parent when their child’s device leaves school,
limiting their car speed to a certain maximum speed, controlling the content
which the child views on a device connected to the internet or limiting the
amount of time they can use their device.
Parental controls are optional features typically included in digital
television services, computer and videogames, mobile phones and computer
software-parental controls fall into categories; content filter, which limit access
to age appropriate content, usage controls, which constrain the usage of these
devices and monitoring, which can track location and activity when using the
devices.
5 http://www.airtel.in/hd-recorder/features-html.
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g) Multiple TVs
It enables the subscriber to enjoy multiple connections with single Dish.
The multiple TV connections are best for the subscribers who own a house
with 2-3 rooms having one TV in each room.
h) FM Radio
Radio channels are available in DTH set. All the Indian DTH service
providers, DD DTH, Sun Direct, Tata Sky, Reliance Big TV, Videocon D2H,
Airtel Digital TV and Dish TV are providing FM radio facilities along with
their DTH service.
The few, DTH service providers also have strategic alliance with
ezeego.com and cleartrip.com, which offers packs as add-on benefit to online
subscribers. The rate at which competition is catching up at the augmented
level, the augmented benefits soon become expected benefits for the DTH
subscribers.
3.2.1.4 Potential Level
This consists of all potential added features and benefits that are or may
be of utility to some buyers. The potential DTH customers have a wide range
of ‘Entry Offers’ to select the options available. And they are also benefited
through price discounts, zero installation cost and also by product description.
The service providers add number of channels according to subscriber
preference during the festive season and it telecast the matches like Indian
Premier League (IPL), Cricket World Cup, Foot Ball and Common Wealth
Games by adding that channels to all packages at free of cost for a particular
period of sports season. This helps the DTH players to attract the existing
subscribers. The potential for redefinition of the product gives advantages in
attracting new subscribers or ‘locking in’ existing subscribers. This could
make it difficult or expensive for subscriber to switch to another service
provider.
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Service offer is the elements that make up the total service package,
including both the tangible and intangible components of the service. The
service package is the product dimension of service. Subscribers, needs are
varied, complex and multi-dimensional. So the satisfaction of these multi-
dimensional needs is what is called package. Christian Gronoos describes
service package as a bundle of different services, tangible and intangible,
which together form the total product.6
Generally all subscribers purchase a combination of tangibles and
intangibles. Absolute goods and services are rare. Similarly, DTH subscribers
purchase the tangible components such as Set-Top-Box: Standard, High
Definition and High Definition with Recorder, Head-Antenna, Cable, DVD,
Remote, Access Card and LCD TV.
DTH’s core service, expected service, augmented service and potential
service takes the form of intangible components.
3.2.2 Price
Price is the significant element of the marketing mix. Pricing policy of a
DTH service is important for widening the subscriber base. Price also relates
to the value of the product to the subscriber and it can be highly sensitive. The
price reduction for the first time for existing subscriber and potential customers
of other service holders are standard promotional tool in the industry. Pricing in
DTH service is related to:
a) Installation and Activation cost of tangible equipment like Set-top-box,
antenna, cable, remote etc.
b) Subscription fee for different types of channel packages.
c) Charge rates for the selection of individual channels under a-la-carte
option.
6 Vasanthi Venugopal and Raghu V.N., “Services Marketing”, Mumbai: Himalaya Publishing House,
2011, p.87.
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d) Fees for repair service and re-shifting of equipment.
e) Charge rates for activating value-added service.
f) Installation and activation charges for any multi room connections.
When DTH service entered into the market as a new service, the
providers adopt price skimming strategy. This is the strategy in which new
services are introduced at high prices. DTH service is positioned on a high
quality, it is priced high, as high price supports the image of prestigious
service.
After the entrants of many DTH service providers, a tough competition
has started to prevail for positioning the product. Then competition based
pricing is adopted. DTH services provider operating in a competitive market
may find it safer to price its service offering taking into account the price set by
the competitor.
Under price bundling strategy, the service provider prices the entire
service offering as a package at a single price. Bundling means pricing and
selling service as a group rather than as individual offering. To simplify the
DTH subscriber’s purchase, the service providers bundles the channel rather
than offering as an individual channels. As an ‘Entry Offer’, the service
providers include installation service, activation service and channel package
and movie-on-demand service as a bundle under a single price tag.
DTH service providers practice differential pricing. It is the practice of
charging different prices according to subscribers’ willingness to pay. The
service providers charge different prices for different types of channel packs
and different interactive services. It enables the DTH subscribers to opt the
services according to their need, preference and budget. DTH services reach
all the income group people, which is the reflection of differential pricing.
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The factors that affect the pricing decision of DTH services are:
License fee on gross revenue paid to the Information and Broadcasting
Ministry (I&B).
Service Tax charged on the subscription fee revenue earned by the DTH
operator.
Entertainment Tax to different states on subscription revenue earned by
the service provider.
Value Added Tax (VAT) levied on the purchase of hardware by the
consumer.
Rental for KU-band transponders.
Inflated price of Set-Top-Boxes, which is imported from other countries.
3.2.3 Place
Place refers to contact point between the service provider and the
subscriber, who gets the benefit of the service. This element in the marketing
mix leads to the identification of a suitable location.
The two main issues considered regarding the decision of a place are
accessibility and availability of the service to subscribers. Accessibility refers
to the ease and convenience with which a service can be purchased, used or
received. Availability refers to the ease and convenience with which a service
is obtainable or capable of being purchased, used and received.
Although distribution is defined as place of interaction of the service
provider and subscribers, distribution activity in services is more strategic as
the distributors are the performers of the service Act. Distribution is the
provision of personal service and information to the subscriber. It adds value to
the service.
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DTH service providers deliver their service at national level. They have
segmented the market on the basis of geography wise, i.e. north, south, east,
west. The service providers expect the wider coverage with the aids of
distribution and dealers. The distribution and dealers are decided as channels
in service delivery of DTH service. Factors influencing the placing decision
are market size and structure by geographical regions, number of competitors
in the region, location of potentially attractive subscriber segments.
In DTH service, the dealer offer advice to the subscribers and guide
them to choose the channel pack and service that matches their need. The
promised services should reach the users effectively. Moreover, the location
points for DTH services should be easily accessible to users. The most
common benefit for choosing the dealer in the service delivery process is the
ability of these dealers to get close to the subscriber and thus the subscriber is
able to get more information from them without much effort. The another mode
of reaching the DTH subscriber is through internet, customer care service and
mobile service for the purpose of availing the service, recharging, repair
service and payment is made with credit card.
3.2.4 Promotion
Creation of awareness is an important factor in the formulation of
marketing mix for the DTH service. The promotion task simplifies the
activities of informing, persuading and influencing the decisions of potential
customers. And in these days of price competition, service marketers often
complain about the difficulty of differentiating their service from those of
competitors. The solution to price competition is to develop a differentiated
offer, delivery and image. The offer can include innovative features that set
one company’s offer from the competitors offer.
The promotion mix plays vital roles as the users of service feel a high
degree of involvement and uncertainty about the product and their role in the
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buying process. Some of the important aspects of the promotion are
advertising, publicity, sales support, sales promotion and word of mouth.
FIGURE 3.2
PROMOTIONAL MIX
Advertising Publicity Sales Promotion Word of mouth 360 degree
campaign
3.2.4.1 Advertising
Advertising is a paid form of persuasive communication intended to
promote the DTH service. Advertising professionals create advertisement
slogans, appeals and campaigns. Eg: Sun Direct’s jingle is “TUN TANA TUN”
and Dish TV’s slogan is “Dish Sawaar Hai”. Advertising is done through
telecast, broadcast and the print media. By and large, the telecast media are
effective in the sensitizing process. With the help of audio visual exposure, the
rate of acceptability of the message will be considerably increased. DTH
service work on a large scale, they afford the expensive telecast media.
According to the news source Dish TV has earmarked around 900 million for
marketing and promotion in the year 2010. The sophistication achieved in the
printing technology has made this media more attractive. DTH services used
the print media, telecast media and broadcast media for the effective appeals in
the regional languages. They should maintain a close relationship between
services offered and the services advertised. Positive image can be built up by
offering the promised services to the subscribers.
Promotion Mix
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Messages delivered by attractive sources achieve high attention and
recall. Advertisers often use celebrities as spoke people. Celebrities are likely
to be effective when they personify a key service attribute. DTH service
providers use celebrities as spokes people, who has creditability e.g. Actor
Shahrukh Khan has been Dish TV’s brand ambassador since its inception in
2007. The factors which lead to high source creditability are expertise,
trustworthiness and likability.
3.2.4.2 Publicity
Publicity exercise transmit to the masses news and information related
to the effectiveness of the DTH services. Publicity involves publishing creative
literature in important newspapers, magazines, journals preferred by the
subscribers.
While publicizing marketing professionals usually assign due
weightage to the people. Arranging press conferences, highlighting the i)
positive contributions ii) quality of services iii) benefits to the users are
important for publicity.
3.2.4.3 Sales promotion
Sales promotion offers incentives to motivate the middlemen and the
clients. It is purely a temporary measure to promote business. Sales promotion
aims at stimulating the new and existing subscribers. The tools of sales
promotion should be innovative in the case of introduction of new services.
More innovation in the tools of sales promotion, more positive is results. In
DTH services promotional tools are directed at the three categories of people –
distributors, dealers and subscribers. A number of techniques are used to
promote DTH services. Sales promotion techniques directed at subscribers of
DTH services are as follows:
Point of sales
Window display
Wall display
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Direct Mail
Discount
Free pack
Online price offer
Multiple TV offer
Gift voucher
Free subscription to Business World magazine
Price offers at channel pack
Zero installation cost
Entry offer
Cash back offer
On time renewal offers.
These promotional techniques aimed at consumers try to build brand
awareness and create demand. In this case, the pull strategy pulls the users into
the retails of the distributors and dealers.
Apart from the above, inducements to subscribers through distributors
and dealers are their immediate responses include Brochure, Direct Mail, Joint
Promotion, and Commission. At the same time, the high performers in the
group of distributors are given additional incentives in the process of getting
profitable business.
3.2.4.4 Word of mouth
Communication about DTH services takes place by word of mouth
information. Word of mouth promoters assume the role of a hidden sale force.
Subscribers come to know about the services through their friends, relatives
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and other well-wishers. They communicate about the dealer’s service,
packages, interactive services etc. Thus, the word of mouth makes a strong
advocacy in favour of improving the quality of services. To promote the DTH
services effectively, distributors should use the local persons and opinion
leaders who are capable of influencing.
Innovative usage of media is the need of the hour and clients should stop
spending their money on traditional advertising medium like print and TV.
3.2.4.5 360 degree market campaign
The 360 degree campaign strategy is a detailed process where every
piece of information concerning a particular brand is communicated to the
target audience through all possible channels.7 For example: To increase the
number of subscribers TataSky has adopted a 360 degree marketing campaign
approach that encapsulates television, print, outdoor and radio along with on-
ground activities and marketing on the digital platform.8
3.2.5 People
The people component reflects the important role played by individuals
in the provision of service. People are also an important element in the
marketing mix.
Service personnel play an important role in an organization which
provides services. The behavior and attitude of the personnel providing
services will influence the customer’s overall perception of the service.
Customers are a source of influencing other customers by word of mouth. In
the service industry, service personnel come in direct contact with their
customer in the course of production and consumption of the services.
7 http://www.advertising in india.word press.com/../does-360-degree-advertising campaign
www.scribd.com/doc16743789/case study - Tata Sky.
8 Ananta Mallik, “Tata Sky’s Marketing Strategies”, June 8, 2011 - www.scribd.com/doc
16743789/case study - Tata sky..
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The people involved in DTH service are service providers, service
engineer, customer care service personnel, distributors and dealers. In the DTH
service industry, the ancillary service personnel, the distributors and dealers
who help to create the service exchange and come in contact with the
subscribers in the process of providing the services. While on the other hand
the service engineer, being categorized as a low contact personnel, require
possessing high analytical and technical attributes to solve the subscriber’s
problem. The service provider and customer care service personnel who
contribute to the service product but do not come in direct contact with the
subscribers. In DTH services, the selection, training and motivation of
distributors can make huge difference in attaining subscriber satisfaction.
Ideally, distributors and other employees should exhibit competence,
responsiveness, initiative, problem solving ability and goodwill. Many service
organizations trust their people enough to personnel to resolve subscriber
problems.
The objective of providing quality service to subscribers can be
achieved by:
Motivating with incentives on the achievement of the sales target
Use of latest technology
Providing regular training to the personnel to ensure continuous
improvement in the DTH service industry
Communicating regularly, the ancillary personnel about the product
launch, modification in the existing product, campaign programme etc.
Providing assistance to joint promotion plan undertaken by an ancillary
personnel in the local market for the attraction of the potential
customers.
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3.2.6 Physical evidence
Services being intangible, customers often rely on tangible cues, or
physical evidence, to evaluate the service before its purchase and to assess their
satisfaction with the service during and after consumption.9
Peripheral evidences possessed as part of the purchase of a DTH
services are Set-Top-Box, Head-Antenna, Cable, Remote, Access card, Usage
Instruction, and Brochures.
Service organizations with competing service products may use physical
evidence to differentiate their service products in the market place and give
their service products a competitive advantage. DTH services are sold with a
warranty for the peripherals and cost of free service for the first year of
ownership.
Printed matter such as brochure also plays an important role in the
development of DTH services. As the products in DTH services are intangible,
there is a need to describe fully the product, which shows different packages
availability and helps the subscribers to select the package according to their
affordability. The brochure is the product at the point of purchase; it
establishes expectation of quality value for money, product image and status,
which must be matched when the product is delivered.
To make the service more tangible the access card and other peripheral
evidence helps in the following means:
The service can be separated from the seller
The service product of one service provider can be differentiated from
the service product of other service providers
The service acts as symbol of status for the subscribers
9 Balaji B, “Services Marketing and Management”, New Delhi: S Chand and Company Limited, 2008,
p.145
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Re-shifting of service is possible to any geographic area in which the
service marketer can operate.
3.2.7 Process
Process means the actual procedures, mechanisms and flow of activities
by which service is delivered. The sequential steps involved in the delivery of
DTH services are:
Packages of services – the services are provided in the form of channel
packages and interactive service with differential prices.
Provision of information i.e., the information regarding the DTH service
is provided through various Print media, Brochure, TV advertisement,
Radio in the regional languages and also the potential customer seeks
clarification about the services in the distributor’s and dealer’s outlet.
Liaison with intermediaries – before any form of DTH services is sold;
terms and condition have to be made with the distributors of the service.
The distributor and dealer are one who sells the set-top-box on rental
basis and services all over the nation. The service provider
communicates the distributor regularly about the new product launch,
modification of the existing product and campaign undertaken to attract
the potential customer.
Installation and Activation of the service – as soon as the subscriber
approaches the distributor or dealer or through sources, the service
provider installs the required equipment in the subscriber’s house and
activate the service within 24 hours.
Payment Process – enjoying DTH service is possible by recharging the
account using Subscriber Identity. Whenever payment is due, a message
will be received on TV. So the subscribers are alerted to recharge. The
recharging facility varies from one service provider to another. The
following are the common recharging facilities:
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3.2.7.1 Recharge through Credit Card or Net Banking account
To recharge one can use credit card or net banking system from any of
the banks specified by service provider to transfer the amount directly from
bank account.
3.2.7.2 Voucher Recharge
Purchase a recharge voucher of the desired denomination from a dealer
and scratch the back of the voucher to view the digit recharge PIN to recharge
the account. The subscriber has to send RC< digit recharge PIN > to specified
number from the registered mobile number.
3.2.7.3 Recharge by Interactive Voice Response (IVR)
IVR system of recharging is available with toll free number given by the
service provider which helps to recognize the subscriber ID. Recharge can be
done using Menu Option. Select denomination amount for recharge and enter
credit card details to debit the amount toward services subscription. Once
done, account balance gets instantly updated with the recharge value.
3.2.7.4 Recharge on the web
Recharge can be done instantly from the service provider website. To
do this, it is necessary to register on the concerned website with the subscriber
ID. Then the subscriber will be given a secured login ID and password. After
the successful recharge, it will reflect on TV within few working hours.
3.2.7.5 Mobile recharge
Account can be recharged using state-of-the art mobile technology.
Powered by ATOM technologies, this is a convenient way to top-up the
account, make insurance payment and shop. A subscriber can avail this facility
by linking credit card and debit card.
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3.2.7.6 Oxicash e-Wallet
Sun Direct avail oxicash service to its subscribers. Oxicash is a kind of
prepaid offering that enables to buy, just by clicking a few buttons in oxicash
or partner websites. It is a prepaid stored value closed e-wallet that is
accessible through all mediums. It allows making payments toward a host of
services like prepaid mobile and TV recharges, bill payments, travel, online
shopping, mobile videos, music, games and other utilities. Oxicash e-wallet
contains 16 digits ID which would be system generated as soon as the mobile
number is registered by the subscribers. Subscriber can load money in e-wallet
by paying cash at an oxigen outlet, sify i way, croma stores, in and out shops,
P3 stores or at any mobile outlet.
3.3 SUMMARY
All the above services marketing mix elements revolve around
subscribers. Differentiating the services from competitors is the principal
requirement of every service organization. Knowing subscribers' perceptions
regarding services offered to them will help to know their feeling about service
marketing mix and relationship of these factors with satisfaction will help
marketers to decide marketing strategies for their subscribers. In DTH services
price fairness, product features, value-added-services, distributing DTH
services in convenient way, behavior of employees, subscribers' education and
awareness through promotions, better services and payment process play
important role in differentiating services from competitors.