DD Direct Plus SWOT Analysis, USP & Competitors

Posted in Media & Entertainment, Total Reads: 1399
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SWOT Analysis of DD Direct Plus with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

DD Direct Plus

Parent Company

Doordarshan

Category

Free-to-air digital satellite television

Sector

Media and broadcasting

Tagline/ Slogan

India’s only free DTH service

USP

Free to air channels

STP

Segment

Segmenting based on type of cable services

Target Group

Segments In set top boxes

Positioning

Free channels in set top boxes

SWOT Analysis

Strengths

1. The Doordarshan brand name
2. Free channels provided by the govt

3. Being a govt backed venture it has tremendous reach and potential

4. The legacy of Doordarshan still impacts the semi-urban rural parts of India

Weaknesses

1. Less variety of channels and lesser innovation compared to private players

2. Govt intervention often bogs down the possibility of innovating and expansion

Opportunities

1. As number, if set top boxes are increasing the channels can be viewed more

2. Increasing penetration of DTH services

3. Per capita purchasing power of the people are rising

Threats

1. New entrants in free channels which are given in free of cost

2. Better branding and marketing of some other private players

3. Change of govt policies and broadcasting regulations would affect

Competition

Competitors

1. Tata Sky

2. Dish TV

3. Reliance Digital TV

4. Airtel Digital TV



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