The Presentation is a rough outline about types of bundling and bundling practices of DTH service providers in India

1. Product Bundling
Morakhia Sagar
MBA in Technology Management
Sagar.morkhia.mtm12@cept.ac.in
CEPT University, Ahmedabad

2. Product bundling
Product bundling is a marketing strategy that involves
offering several products for sale as one combined
product.
This strategy is very common in software business.
Example:
• Fast food industry in which multiple items are
combined into a complete meal.
• Bundle a word processor, a spreadsheet and
a database into a single office suite.

3. Types Of Product Bundling
Product Joint Bundling
Bundling Pure Leader Bundling
Bundling Mixed leader Bundling
Mixed
Bundling

4. Direct To Home (DTH)
• DTH is defined as the reception of satellite programmes with a
personal dish in an individual home.
• An individual Set Top Box (STB) empowering you to pick &
choose you bundles of choice and pay for what you watch.
Digital Cable TV DTH service
Membership Price Fix Flexible
HD Channels No Yes
Localised Content Yes No
Mode Of Payment Fix Flexible
Transmission Same Problem In Rainy Season
Channels Variety No Yes, Variety Of Pack Available

5. Why DTH?
• Range of Interactive services
• Freedom to choose from a bouquet of channels
& pay only for selected
• Packages that suits the regional taste
• Enhanced services such as HD
• Better TV viewing experience for consumers
• Better picture & sound clarity

6. Features of DTH(Direct to Home)
Television
• Different Packages
• Movie on Demand
• Accessed through Web or SMS
• Quality of Services
• Smart learning
• Matrimonial or Job services
• 24 7 customer support

7. Literature Review
• Product Bundling
• Product bundling is combining two or more products or
services together, creating differentiation, greater value and
therefore enhancing the offering to the customer.
(articles.mplans.com)
• Bundling is extremely effective - so much so, in fact,
more companies would experiment
(Paper : Better by the Bundle?, Harvard Business School
Weekly - October 1,2012)

8. Different views over Product Bundling
• “Since customers may not have planned to buy all of the
components, the price on the product bundle must be substantial
enough to induce them to buy the bundle”
-Marketing Management
(Kotler, Phillip 8th Edition-pg. 514)
• “Bundling usually makes price comparisons between the bundles
and its components impossible and thereby sidesteps potential
unfairness perceptions and reductions in reference prices”
-Service Marketing, A South Asian Perspective
(Christopher lovelock, Jochen Wirtz, Jayanta
Chatterjee 5th Edition - pg.162)

9. • “Product Bundling is a type of discounting, where a bundled
product is sold to customers at a reduced price, as compared to
the price of separate items”
-Marketing Management
(Czinkota, Kotabe 2nd Edition - pg.328)

10. Pros and Cons of Product bundling
Pros:
• Feasible to load products with a large number of features
• Each feature individually might be perceived as useful.
Cons:
• Product may become overwhelming
• Difficult to use with increase in features.
( Journal of Marketing Research, American Marketing
Association; pg. no: 431 Vol. 42 ,November 2005 )

11. Commonly found bundle of services
Common Sercives Bundled
•Different Packages
•Movie on Demand
•Accessed through Web
or SMS
•Quality of Services
•Smart learning
•Matrimonial or Job
services

12. Share of DTH in Indian market
(Research paper on ‘Industry Analysis-DTH Industry’, The Analyst, March-09 )

13. Airtel DTH packages

14. Tata Sky Packages

15. Example Survey
• http://www.surveymonkey.com/s.aspx?sm=wvxDKPuTtrb_2fDQ02KGQQ6A_3d_3d

16. Work Plan and Schedule

17. Work Plan Phase I
Product
Bundling
Product Selection Consumer Survey
Product Study and search Doing Survey by using
regarding full features questionnaire
Ask customers, about the
Limitations of Product awareness, satisfaction
Bundling and usage of the product

18. Work Plan Phase II
Consult a
Combine the R&D person
Find the
data from in the Conclusion
customer company of
previous
satisfaction any DTH
process
service

19. Schedule

20. References
Books:
• Marketing Management – Kotler, Phillip 8th Edition
• Services Marketing – Christopher Lovelock, Jochen Wirtz,Jayanta
Chatterjee 5th Edition
• Markeeting Management – Czinkota, Kotabe 2nd Edition
Websites :
• http://www.preservearticles.com/2012032027846/what-is-
dthtechnology.html
• http://teck.in/news/what-is-dth-why-is-dth-different-from-cable-tv-
t107.html
• https://secure.gantto.com/login/gantto.html#demo