Innovation and disruption are very generic concepts. Innovations
in marketing is very frequent phenomenon. The recent verdict of TRAI has
disrupted pricing of DTH and DPOs. According to new regime all the Distribution
platform operators and Direct to home subscribers have to disclose the MRP of
their service offers. In past regime all the DTH and DPOs were selling bundle
of TV channels at a price without customer say on what TV channels he wish to watch. New regime has
asked all the Operators to tell the price and empowered customers to pick and
choose the TV channels for their subscription fee. All the DTH operators and
Cable service operators have to submit a subscription report on every 7th,
14th, 21st and 28th of the month.
According to Crisil report, the new tariff regime will increase
the bills of every TV household by 25-30%. TRAI explained and denied the fact
of the report saying the report is written on unrealistic measures. The reason
for revision of tariff scheme is that a single TV household may not be
interested to subscribe all the regional language channels like Tamil,
Malayalam, Bengali, Kenned and Hindi. But cable operators have further bundled
the TV channels and designed the pricing of bundled product in such a way that
customer will sure buy a package which must be a little bit higher than the
Actually TV entertainment is very popular in India and
entertainment has never been a price sensitive service. So many of the big
players are looking micro markets as a big opportunity where competition is
negligible and product is insensitive to price.
The source of entertainment in rural areas are very limited.
Either TATA sky or some free channels are available for entertainment. Although
reach of smartphones and internet connectivity has further changed the
scenario. Most of the cable operators and DTH subscribers are confined to
cities and big towns but towns with population less than 1 lakh or 50000 do not
have such options. It is a big market which is still virgin. Why most of the
players have not entered into such a huge market base in our country? The
answer is very simple i.e. low ROI. Because of low per household subscription
fee; distribution channel can’t be multilayered. So big corporations are not
able to penetrate. But the firms have capacity to expand foresee it as early
Shubhendra Singh Parihar
(Author is Professor of marketing and Marketing Consultant.)
The importance of marketing communication can’t be rule out by any business. Either it is big or small one. Scaled up businesses don’t have budget problem whereas smaller one struggle to invest in advertising and even scare of entering into it. Today in internet age, there are multiple options one can select to communicate and advertise with their target audiences.
Hyperlocal businesses are benefiting from such internet options. These options are listed below.
marketing- Instagram, twitter, Facebook, LinkedIn
Blogs – blogspot.com, wordpress.com
on email marketing campaign are very good. But normally small business owners
do not understand the importance of such email marketing campaigns.
is another cost free alternative for media and PR activities. These platform do
not require money to invest but a regular time investment is needed to build
communities for taking benefit in future.
advocacy is important for small businesses like big businesses. Brand recall
can be done with word-of-mouth. Social media, mobile marketing are such
platforms to create brand recall.
SEO is another tool to increase traffic in your website. Even a little regular investment fetch handsome benefits. Blogs are total free of cost thing to do. But need to post useful content for creating a trustworthiness among audience.
In a nutshell all internet media tools do not lock a big capital and risk is minimum. The only thing is needed a focused regular approach and a little bit controlled investment alternatingly. This approach will not lock much money and bring in quantum of benefits in two to three years of time
Authored by- Dr. Shubhendra Parihar
It is certain that future will belong to those who will hit the
digital space early and invest a portion of their advertising budget in online
options of marketing communication.
The new CODE (content, omnichannel, data and experience) of
marketing has to be unlocked. How this code can be unlocked is a question of
How to unlock this code does not lies in collecting data,
inferiority of tools or vendor selection; perhaps a strong analytics program is
the key for measurement planning.
First step is to understand the objective of your business. The
objective could be to increase revenue, capture more leads, increasing web site
traffic, creating awareness and engaging target audience etc.
The second step would be to define KPIs (key performance
indicators). After defining KPIs the next step will be defining performance
targets to achieve objectives in a given time frame.
Suppose the objective is to generate leads, so we need to
capture leads. How can we do this? We can increase signup for free sites
keeping in mind a fix number of signup per day or month as timeframe.
To nurture these leads we need to increase whitepaper
The most important aspect is we need to have a through
measurement plan to achieve set objective. We need to engage our audience
whosesoever they are online or offline. We need to improve their overall
experience with the brand and it is possible only when we ensure our presence
everywhere. Research reveals that customer are spending more to buy experience
not to buy a utility alone.
So unlocking the new marketing code we need to develop content
which we can spread across using omnichannel and collecting and analyzing data
for improvising customer experience.
Shubhendra is a Management Analyst and faculty of marketing discipline)