By : Rohit Choubey
MARKETING
MECHANICS
Problem Statement
Objectives
Approach
Brand 1: Competitor Research - Disney+ Hotstar
Product | Disney + Hotstar | Amazon Prime | Sony Liv |
Product Link | https://www.primevideo.com/ | https://www.sonyliv.com/ | |
Brand Names | Disney + Hotstar | Amazon | Sony |
Business Model | Online video streaming platform | Online video streaming platform | Online video streaming platform |
Features | Watch the content on 4 screens in 4K quality; Hotstar Specials and serials before TV; Disney+ originals; Content from Disney, Pixar, Marvel, Star Wars, National Geographic and major sports channels | Amazon Prime members enjoy unlimited free, fast delivery on eligible items, video streaming, ad-free music, free games and in-game content, exclusive access to deals; Ebooks | Watch original shows and movies TV channels and reality shows Live sports 1080p video output Support for 5 logged in devices |
USP | The tech stack runs on BAMTech (the gold standard of white-label streaming); Wide choice of audio mostly in 7 Indian languages | Amazon music, Prime videos and E-commerce all in one Subscription | Live sony channels; video on demand |
Brand 1: Competitor Research - Disney+ Hotstar
Reason to Trust | Owned by an globally renowned brand Walt disney; Paid subscribers base of 61.3 million as of 8th nov 2022; App got 3.6 rating on google play store | Owned by a globally renowned brand Amazon; Paid subscriber base of 28.1 million; 4.1 app rating on Google play store | Owned by a globally renowned brand Sony; Paid subscriber base of 32.7 million; 3.7 app rating on Google play store |
How to Find? | Official website; Google play store; Other online app stores | Official website; Google play store; Other online app stores | Official website; Google play store; Other online app stores |
Price | 299 per month/1499 per year | 19 Per month/1499 Per year | 299 per month/999 per year |
Product | Disney + Hotstar | Amazon Prime | Sony Liv |
Brand 1: Competitor Research - Disney+ Hotstar
Target Segment | Disney + Hotstar | Amazon Prime | Sony Liv |
Age | 10 to 50 | 18 to 60 | 18 to 60 |
Gender | Any | Any | Any |
Location | Urban Areas | Urban Areas | Urban Areas |
Brand 1: Competitor Research - Disney+ Hotstar
Ideal Customer Persona | Disney + Hotstar | Amazon Prime | Sony Liv |
Background | College Students; Office goer; Teenagers; Parents; Sportsperson; Self employeed people | College Students; Office goer; Teenagers; Self employeed people | College Students; Office goer; Retired; Teenagers; Self employeed people |
Demographics | M/F; Urban areas; 25000+P.M; Language English, Hindi, Marathi, Bengali, Tamil, Telugu, Malayalam and Kannada; Genz, Millenial | M/F; Urban areas; 25000+P.M; Genz, Millenial | M/F; Urban areas; 25000+P.M; Genx, Genz, Millenial |
Interests | Cricket; Football; Netflixs; Amazon prime; Zee5 | Netflixs; Zee5; Movies: Youtube | Daily soap; Zee5: Hotstar |
Other relevant traits | Follows Disney, Marvel superheros; Athlets; Book my show; Acting Classes/Channels | Follows Movie stars; Book my Show; Acting Classes/Channels | Follows Movie stars; Book my Show; Acting Classes/Channels |
Favorite social networks | Instagram; Youtube; Facebook; Metaverse | Instagram; Youtube; Facebook; Metaverse | Instagram; Youtube; Facebook; Metaverse |
Brand 1: Competitor Research - Disney+ Hotstar
Ideal Customer Persona | Disney + Hotstar | Amazon Prime | Sony Liv |
Least favorite social networks | Quora; Pinterest | Quora; Pinterest | Quora; Pinterest |
Buying behavior | Online | Online | Online |
Spending power | 1500 | 1500 | 1500 |
Decision maker(s) | Themselves; Friends | Themselves; Friends | Themselves; Friends |
Challenges / Pain points | Low speed internet connectivity; Pricing; Availibility; Language | Low speed internet connectivity; Pricing; Availibility; Language | Low speed internet connectivity; Pricing; Availibility; Language |
Goals / Motivations | Entertainment at convenience; Watch serials before TV broadcast; Quality content in different languages; Affordable pricing | Entertainment at convenience; Quality content in different languages; Affordable pricing | Entertainment at convenience; Quality content in different languages; Affordable pricing; MIssed daily soap episodes |
How we (business, product, or service) can help? | By solving above 2 points | By solving above 2 points | By solving above 2 points |
Brand 1: Competitor Research - Disney+ Hotstar
Ideal Customer Persona | Disney + Hotstar | Amazon Prime | Sony Liv |
Purchasing barrier? | Digital piracy; Unawareness; Not tech savvy; Not interested in content; Pricing | Digital piracy; Unawareness; Not tech savvy; Not interested in content; Pricing | Digital piracy; Unawareness; Not tech savvy; Not interested in content; Price |
Preferred content type | Videos; Reels; Animated content; Sports; Video games | Videos; Reels; Music; Shopping | Videos; Reels; Music; Daily soaps |
Brand 1: Competitor Research - Disney+ Hotstar
Brand Details | Disney + Hotstar | Amazon Prime | Sony Liv |
What are the brand colours? | Blue and White | White | Yellow |
What does the primary colour signify? | Coolness and Youthful | Youthful | Happiness |
What is the Brand Personality? | Excitement | Excitement | Excitement |
The Tone of Voice | Quirky | Quirky | Passionate |
The Brand Promise | Making entertainment accessible and delightful to all people through seamless and intuitive technology and an experience that expands interests and enables deeper connections | Customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking | Provide high-quality, relevant and evocative entertainment |
The Brand Value | Believe trust and accountability go hand-in-hand; encourage honesty and open dialogue; respect everyone and every point of view | Secure, reliable and trustworthy | SONY brand through ethical and responsible conduct |
Brand 2 : Competitor Research - Tata 1mg
Product | Tata 1mg | PharmEasy | Netmeds |
Product Link | https://www.1mg.com/ | https://www.netmeds.com/ | |
Brand Names | TATA | PharmEasy | Reliance |
Business Model | Digital consumer healthcare platform | Online pharmacy | Online pharmacy |
Features | E-Pharmacy with discount; On time delivery; Labs Tests; Read medicine and health content written by qualified doctors and health professionals | E-Pharmacy with discount; On time delivery; Labs Tests; Read medicine and health content written by qualified doctors and health professionals | E-Pharmacy with discount; On time delivery; Labs Tests; |
USP | Online doctor Consultations | Guaranteed delivery to you in 24-48* hrs | High-quality, genuine medicines; A large inventory of medicines/35000+ SKUs |
Price | 120 | 120 | 120 |
Reason to Trust | Belongs to a reputed TATA group; One of the top 5 E-Pharma companies in india; | Among top 5 E-Pharma companies in india; 4.5 App rating in google play store | Belongs to a reputed Reliance group of companies; one of the top 5 E-Pharma companies in india |
Brand 2 : Competitor Research - Tata 1mg
Product | Tata 1mg | PharmEasy | Netmeds |
How to Find? | Online/offline stores 1mg.com | Online/offline stores pharmeasy.com | Online/offline stores netmeds.com |
Target Segment | Tata 1mg | PharmEasy | Netmeds |
Age | 18 - 60 | 18 - 60 | 18 - 60 |
Gender | Any | Any | Any |
Location | Pan india | Pan india | Pan india |
Brand 2 : Competitor Research - Tata 1mg
Ideal Customer Persona | Tata 1mg | PharmEasy | Netmeds |
Background | College Students; Office goer; Graduate+; Self employeed people; Retired | College Students; Office goer; Graduate+; Self employeed people; Retired | College Students; Office goer; Graduate+; Self employeed people; Retired |
Demographics | M/F; Genz; Genx; 20000+P.M; Language agnostic; Pan india | M/F; Genz; Genx; 20000+P.M; Language agnostic; Pan india | M/F; Genz; Genx; 20000+P.M; Language agnostic; Pan india |
Interests | Pharmeasy; Apollo pharmacy; Mayoclinic; Ayurveda; Religious TV channels; Health channels on social media | Apollo pharmacy; Mayoclinic; Ayurveda; Religious TV channels; Health channels on social media | Pharmeasy; Apollo pharmacy; Mayoclinic; Ayurveda; Religious TV channels; Health channels on social media |
Other relevant traits | Health Insurance; yoga; Meditation; Hospital web search/login; | Health Insurance; yoga; Meditation; Hospital web search/login; | Health Insurance; yoga; Meditation; Hospital web search/login; |
Favorite social networks | Youtube; Facebook: Twitter; Instagram: Quora | Youtube; Facebook: Twitter; Instagram: Quora | Youtube; Facebook: Twitter; Instagram: Quora |
Least favorite social networks | Pinterest; zili | Pinterest; zili | Pinterest; zili |
Buying behavior | Online/offline/COD | Online/offline/COD | Online/offline/COD |
Brand 2 : Competitor Research - Tata 1mg
Ideal Customer Persona | Tata 1mg | PharmEasy | Netmeds |
Spending power | 1000 | 1000 | 1000 |
Decision maker(s) | Themselves and family | Themselves and family | Themselves and family |
Challenges / Pain points | Unavailability of meds; High price; Trusted lab test and medicine; Home delivery | Unavailability of meds; High price; Trusted lab test and medicine; Home delivery | Unavailability of meds; High price; Trusted lab test and medicine; Home delivery |
Goals / Motivations | Convenience; Trusted supplier; Discounted price; Regular and timely supply | Convenience; Trusted supplier; Discounted price; Regular and timely supply | Convenience; Trusted supplier; Discounted price; Regular and timely supply |
How we (business, product, or service) can help? | By solving above 2 points | By solving above 2 points | By solving above 2 points |
Purchasing barrier? | Rural area; Unawareness; local vendors; No internet connectivety; Not tech savvy; Emergency; Trust | Rural area; Unawareness; local vendors; No internet connectivety; Not tech savvy; Emergency; Trust | Rural area; Unawareness; local vendors; No internet connectivety; Not tech savvy; Emergency; Trust |
Preferred content type | Videos; News | Videos; News | Videos; News |
Brand 2 : Competitor Research - Tata 1mg
Brand Details | Tata 1mg | PharmEasy | Netmeds |
What are the brand colours? | Black, white | Green and White | Green and White |
What does the primary colour signify? | Elegant, Pureness | Freshness and Pureness | Freshness and Pureness |
What is the Brand Personality? | Sincerity | Sincerity | Sincerity |
The Tone of Voice | Authentic | Authentic | Authentic |
The Brand Promise | Make healthcare accessible, understandable and affordable for a billion Indians | Focus on Simplifying healthcare & Impacting lives! | Access to a full range of genuine medicine and reliable healthcare products to the consumers |
The Brand Value | Trust | Customer First; Trust | Excellence, expertise, experience and trust |
Conclusion and Takeaways
Google survey form links:
Thank You!