SUN Direct TV SWOT Analysis, USP & Competitors

Posted in Media & Entertainment, Total Reads: 1443

SWOT Analysis of SUN Direct TV with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

SUN Direct TV

Parent Company

Sun Network;Astro Group


DTH and Broadcasting


Media and Entertainment

Tagline/ Slogan

Har ghar mei Sun Tan Tana Tan


Lowest pricing of any DTH services in India



High end commercial users,

Higher-end and lower-end residential users (majorly in South India)

Target Group

Full market coverage – Cable dry and cable rich regions,

Urbane and middle income regions, Regional viewers


Experience television in digital glory with DVD quality pictures and CD quality sound on Sun Direct DTH

SWOT Analysis


1.First mover advantage in providing MPEG-4 technology DTH service

2. Offers subscribers a satellite dish and Set-top box for free and basic monthly plan which is very affordable

3. Leading DTH provider with 6 million subscribers

4. Offers packages like Mega Sports Pack, Value Plus (ROI) and add on packs

5. Pay for what you watch

6. Provide awesome CD quality sound and videos in true DVD quality

7. Strong installation franchises and customer care

8. Sun Group has a strong brandfranchise in South India

9. Established itself by broadcasting Cricket world cup without a single advertisement


1.Less promotion compared to others

2. Offers more south channel and hence less diversity

3.Limited interactive services

4. Signal quality is too weak in middle eastern regions


1.Attract customer through promotion and advertisements

2. Launch services in other key markets of India at cheaper rates

3. No effect of economic downturn

4. Improve upon the quality of service delivered by DTH

5. Increase aggregate subscriber base


1.Service breakdown or channel shifting
2.Competition getting intense due to entry of new players
3.More focus in South India

4. Government taxation regime



1.Airtel digital TV

2.DD Direct+

3.Dish TV

4. Reliance Digital TV

5. Tata SKY


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