Innovation and New Product Development Case Study

Potential of Satellite Television in India

OR

Abstract:
Satellite TV (DTH) is a relatively new product in India. Dish TV, India’s first DTH service, is trying to struggle with the difficult task of forecasting for this new product. Forecasting is important to assess both the scale and the rate of investment required. Usual methods of forecasting like moving averages, exponential smoothing, etc. would not work because there is no prior data available. Dish TV has to, therefore, fall back on certain unconventional models of forecasting (like the Bass Diffusion method).

Pedagogical Objectives:

• To understand the difficulty in forecasting for a new to the world product
• To understand the process of new product diffusion and why is it important to a product manager
• To understand how to use the Bass Diffusion Method for new product diffusion.

Keywords : Forecasting; New Products; Bass Diffusion; Diffusion Curve; Bass Diffusion Model; Sales Forecast; New Product Development; Marketing Research; Satellite Telivision in India; DTH in India; Satellite TV Market in India

Contents:

• Introduction
• Broadcasting Industry in India
• Assignment Questions