One of the leading satellite TV operators in Europe was facing steep pricing pressures from direct and indirect (OTT, cable TV, telecom-OTT, etc.) competitors across it domestic and international markets. Initial due diligence highlighted that they have failed in most of their markets with respect to pricing dynamics. This paved the way for the satellite TV operator to carry an extensive price sentiment and preference analysis across 25 competitors within their core, and emerging markets worldwide. Secondary research was carried out along with a B2C consumer survey to assess the perception and preference along with identifying the low, mid, and premium pricing aspects for entertainment services in the client’s addressable markets.
The six-week case study assignment encompassed a thorough secondary investigation of published information pricing, changes in pricing for the last 12–18 months, factors affecting this change, etc. for all the direct, and indirect competitors across the core and emerging markets for the satellite TV operator. A 500 B2C (consumer) survey was conducted on the current, and future spending appetite on entertainment services especially satellite TV services along with factors affecting discontinuation of services, etc. The B2C survey was crucial to understanding both the buy and sell side perspectives to improve the overall validity of the findings.
SGA built a 12–15 closed-ended B2C questionnaire to identify the pricing sentiment and perception. Some of the questions included:
Two key deliverables for the client stood as:
It’s essential to build a multi-layered thought leadership asset portfolio i.e. messaging out the whitepaper, and messaging in key pricing dynamics trends and likely movements in the next 12 months across their addressable markets assisting their strategy, and business leaders to optimal price-centric brand positioning in the long run.
