DSTV Consumer Behaviour
Contents
Introduction
DSTV brought satellite television to South Africa in 1995 and has been providing quality entertainment to the consumer for over 19 years (Anon C). The market has changed over the years and DSTV continues to satisfy the needs of the consumer as well as remaining innovative with their product (Liesl’s Notes)
Societal Marketing Concept
The societal marketing concept is “a principle of enlightened marketing that holds that a firm should make good marketing decisions by considering consumer’s wants, the firm’s requirements and society’s long-run interests.” (Kotler, P) The business wants profits, the consumer wants need satisfaction and society wants human welfare. “The marketing strategy should deliver value to customers in a way that maintains or improves both the consumer’s and society’s well-being.” (Kotler P)
DSTV applies this concept in the business. DSTV’s profits have continued to increase over the years with an increase in the number of subscriptions they have. They are now raking in R30 Billion per year from its pay TV operation (Anon A). DSTV aims to give “So Much More” to their clients and they do this with the creation of an effective marketing strategy. They target people who demand a high level of entertainment with a variety of program offerings such as Movies, Music, News, Comedy, Documentaries etc, for the entertainment of their clients thus creating and delivering value to the customer. The customer may choose what they want to watch whenever they want to watch it, whether at home or on the move with various innovations such as the decoder at home and the Walka which may be used on the move. With all the innovations they have come up with and made money off, DSTV still aims to better the environment they work in whether it is improving the lives of people through charity organisations or CSI. DSTV has created employment for people of Africa and opportunities for Africans such as the Face of Africa competition,
Introduction
DSTV brought satellite television to South Africa in 1995 and has been providing quality entertainment to the consumer for over 19 years (Anon C). The market has changed over the years and DSTV continues to satisfy the needs of the consumer as well as remaining innovative with their product (Liesl’s Notes)
Societal Marketing Concept
The societal marketing concept is “a principle of enlightened marketing that holds that a firm should make good marketing decisions by considering consumer’s wants, the firm’s requirements and society’s long-run interests.” (Kotler, P) The business wants profits, the consumer wants need satisfaction and society wants human welfare. “The marketing strategy should deliver value to customers in a way that maintains or improves both the consumer’s and society’s well-being.” (Kotler P)
DSTV applies this concept in the business. DSTV’s profits have continued to increase over the years with an increase in the number of subscriptions they have. They are now raking in R30 Billion per year from its pay TV operation (Anon A). DSTV aims to give “So Much More” to their clients and they do this with the creation of an effective marketing strategy. They target people who demand a high level of entertainment with a variety of program offerings such as Movies, Music, News, Comedy, Documentaries etc, for the entertainment of their clients thus creating and delivering value to the customer. The customer may choose what they want to watch whenever they want to watch it, whether at home or on the move with various innovations such as the decoder at home and the Walka which may be used on the move. With all the innovations they have come up with and made money off, DSTV still aims to better the environment they work in whether it is improving the lives of people through charity organisations or CSI. DSTV has created employment for people of Africa and opportunities for Africans such as the Face of Africa competition,
References: Bridball Parumasur S. & Roberts-Lombard M, 2012, Consumer Behaviour, 2nd Edition, Juta & Company Ltd, 11 February 2014 Kotler, P. & Armstrong, G. 2010. Principles of Marketing, 12th edition, Pearson Education Inc, 10 February 2014 Anon A, http://mybroadband.co.za/news/broadcasting/81013-dstv-more-subscribers-more-money.html, 15 February 2014 Anon B, http://www.multichoice.co.za/multichoice/view/multichoice/en/page124238, 17 February 2015 Anon C, http://www.superbrands.com/za/index.php?option=com_content&task=view&id=86&Itemid=100, 17 February 2014 Anon D, https://www2.bc.edu/~jonescq/overhead.html, 23 February 2014 Gill Moodie, 2013, http://grubstreet.co.za/2013/05/09/did-top-tv-ever-stand-a-chance-analysis-of-dstvs-strengths-weaknesses/, 24 February 2014