Case study

Pricing and Competitive Analysis: How SGA Conducted an Extensive Price Sentiment and Preference Analysis for a Leading Satellite TV Operator in Europe

case study on thought leadership for a Leading Satellite TV Operator in Europe

BUSINESS SITUATION

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.

SGA STRATEGIC APPROACH
 

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.


ENGAGEMENT

SGA built a 12–15 closed-ended B2C questionnaire to identify the pricing sentiment and perception. Some of the questions included: 

  • Are you currently subscribing to a satellite TV service? 
  • Do you feel the current operator should offer usage or tiered-based pricing? 
  • Would you be renewing the subscription in the next 12 months? 
  • What’s your perception of the current pricing plan? Low, mid, premium, or ultra-premium 
  • What is your current monthly/annual pricing? Has it increased in the past 12 months? 

BENEFITS & OUTCOME

Two key deliverables for the client stood as: 

  • A pricing pulse whitepaper published by the satellite TV operator across its regional, and local markets shows their optimal priced positioning along with incremental value propositions. 
  • A 20–30 slide deck was shared with their business leaders and product development professionals.


KEY TAKEAWAYS

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. 

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