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Team #4a
Eric Steele
Jaci Perluss

Assignment #4 Market Characteristics
The Bundled Communication market caters to varying customers. Ranging from families in the suburbs to singles in the country to restaurants and bars. The marketing for Bundled Communications tends to lean towards offering multiple services as a package deal to try and entice customers to buy their services. These items can include television service, Internet service, phone services, and cell phone services. They pitch the idea that the more services a customer adds-on, the better the savings. The companies tend to focus their ads and commercials on savings and add-on products, and do not focus on selling to one particular segment over the other. (Bundled Communications Services - US - November 2013)
Having few direct competitors in the marketplace has given the satellite and cable companies a monopoly on the market. With existing companies already laying the groundwork and providing services, it is labor and cost intensive to try and break into the market as a new company. The segments with which the market targets are the following (Segment Explorer):

● Low-Tech Country: Lower-Middle Class, Mostly Homeowners without kids, Own 1-2 TVs with satellite connection, and 45-64 years of age.
● Big City, Small Tech: Low Income, Frugal Families with Kids, Opted for satellite cable for options, Mix of renters and owners, and Ages range from 25-44 years of age.
● Bundled Burbs: Upscale Middle Class with kids, Mostly homeowners, and 35-54 years of age.
● Satellites and Silos: Middle Class, Older than 55 years of age, Rural Homeowners without kids, and Own multiple TV sets.
● Cyber Sophisticates: Wealthy homeowners, ages 35-54, Well-Educated, and Telecommute for work.
● Connected Country: Upscale middle class families with kids, Rural communities, Ages from 35-54 years old, and Uses satellite for Work and Play.
● Dish Country: Middle Class Families, Mix or Renters and Owners, Rural Communities, and Uses satellite but willing to switch companies for cheaper.
● Satellite Seniors: Lower Middle Class without kids, Mostly homeowners, Ages 55 years and older, and Very Loyal to satellite. Target Segments
Based on the segments identified above, the best market to target for the DirecTV relaunch is the middle class groups in rural areas. By targeting consumers in these areas, we hope to reach a larger market. Specifically we will be looking at reaching restaurants, bars, and common areas at recreation spaces. The strongest option that has already been developed is the sports packages. DirecTV has a strong presence where making connections and contracts with sports providers and networks. We plan to utilize the sports network affiliations and develop a larger market with them. We will direct our energies to working with local bars and restaurants where families and singles alike can enjoy the local and national games.
DirecTV’s best option would be to partner with local brewpubs, microbreweries, and chain restaurants. In rural areas where the majority of the demographics reside, they should work with local places that the residents could come and enjoy sports or other television events. Other untapped markets include places such as ski resorts, driving ranges or country clubs, bowling alleys, and other like minded sports places. By catering to locations that already aim towards the athletic or outdoor clientele, the food and beverage industries could market special deals and programs that are only offered through the satellite option.
Competitive positioning
“Good TV, Better TV, DirecTV,” is the corporate slogan for DirecTV and they provide just that, great TV. DirecTV has more HD/4K content, package customization, and exclusive content than other competitors. When people think of quality satellite service they think of DirecTV and that is great competitive positioning. The only real competition they have in this specific market is Dish Network and they have a smaller customer base, less flexible packages, and less exclusive content.
Satellite technology has many competitive advantages such as being able to provide services to rural customers away from the reach of digital cable and cheaper rates because they are not dependent on expensive cable systems. DirecTV is using these competitive advantages by promoting events like the “Switch & Save,” campaign emphasizing their cheaper rates and boasting their exclusive content, “NFL Sunday Night Ticket included at no extra cost,” in an effort to improve their competitive positioning and penetrate Comcast’s market share. But if they are going to improve their positioning they must improve their internet service.
In today’s modern culture internet is the most important aspect to consumers. When people think of internet speed and reliability they think of Comcast. Comcast has positioned themselves as the predominant service provider for television and internet services. As the largest provider of both broadband internet and digital cable they have a massive customer base and utilize technology that provides the fastest internet service with no usage limits or download caps. As the modern consumer drifts away from traditional television to the world of multi-media and alternative streaming devices this is becoming more important. If DirecTV is going to improve their positioning it has to improve their internet speed and be seen as a viable alternative for internet service compared to Comcast.
Perceptual Map

Comparison table
Plan
XFINITY® from Comcast with On Demand
DIRECTV Choice Extra Plan
Dish Network America's Top 200
Cost
$44.99/month for 12 months*
$39.99/month for 12 months*
$39.99/month for 12 months*
Is it the cheapest plan with that provider?
Yes- when choosing Digital Economy TV
No, DIRECTV’s cheapest plan is $29.99/month.
No, Dish Networks cheapest plan is $19.99/month.
Internet Services additional fees. Unlimited usage additional fees apply. Usage limits additional fees apply. Usage limits
Included Channels
160+ channels with access to 100 HD channels, includes basic cable.
205+ digital channels with 50+ HD channels, includes local channels.
200 digital channels.
On Demand Features
Includes On Demand, website specifies "thousands" of shows and movies you can access for free.
7000 On Demand shows and movies free. includes on demand services
Installation
Starting at $15.00
Free
Free
Equipment
$17.95/month for HD DVR receiver service. Cable boxes cost about $9.95/month depending on your area.
I$10/month for receiver service. $20/month after 2 years. Satellite dish included free.
$12/month for receiver service. $8 insurance fee
Weather Durability
Generally very good. May be affected by downed lines or power outages.
Not as reliable. Heavy wind and bad weather can damage or knock down a satellite dish.
Not as reliable. Heavy wind and bad weather can damage or knock down a satellite dish.
Access in Remote Regions
Not very accessible for most people in remote regions.
Often the only service available to people in remote areas.
Often the only service available to people in remote areas.
Comparison from myrateplan.com + dishnetwork.com



Sources "DirecTV Group." DirecTV Group. N.p., n.d. Web. 22 Feb. 2015. Torres, Matthew. "Comparison of Cable and Satellite Television." N.p., n.d. Web. 18 Feb. 2015. "DirecTV vs. Dish Network (comparison) | Gadget Review." Gadget Review. N.p., 01 Mar. 2013. Web. 18 Feb. 2015. "Compare Cable & Satellite TV Providers." MyRatePlan. N.p., 06 May 2014. Web. 18 Feb. 2015.
Bundled Communitcations Services - US - November 2013. .
Segment Explorer. .

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