Table of Contents
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Company
Brand Analysis
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Top brands by dollar or unit sales
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Growth trends of top brands
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Category share by country and by region
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Pricing trends
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Recent news about brand
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Location
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Organization and major activities, subsidiaries
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Demographics of users
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Brand history
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Frequency of purchase/usage
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Financial data
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Places of purchase
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Heavy-user profile
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Awareness and attitudes toward the brand
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Consumer profile
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Annual report
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Key personnel and managers
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decision-makers vs. purchaser (same, different? If different, what is the purchase decision like?)
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Recent news
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Normal purchase cycle
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Brand loyalty/switching
Category
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Category definition
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Size of category in units, dollars etc
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Category history and growth
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Category growth projections
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Distribution channels/methods of distribution
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Major manufacturers/players
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Advertising/Marketing Communications
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Messages
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Creative strategies of top brands
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Specific promises, appeals, claims, special effects
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Examples of past and current executions
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Category and brand spending
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Seasonality (by quarter)
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Regionality (spot buying)
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Media employed by top brands
Media
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Seasonal factors
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Regional factors
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Other relevant category factors
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Spending pattern-flighting, continuous, etc
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Legal considerations
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Spending compared with market share
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Major trade publications
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Major trade organizations in category
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Products within category
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Share of category by product
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Product-form description (size, flavor, model, etc)
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New product introductions
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Benefits and appeals of new products
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New package, innovations, etc
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Recent news about product category
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Promotions
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Promotions used in category
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Major brand promotions types and examples
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Success rates of promotions
Internet and New Media
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Website/URL
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Purpose of site
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E-commerce activities
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Social media activities
Other Pertinent Information
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Personal interviews
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Other information sources
Brand Value (Increase or Decrease)
Company
• Location
• Corporate Offices:
• El Segundo, CA (headquarters)
New York, NY
Denver, CO
• Broadcast Centers:
• Castle Rock, CO
Long Beach, CA (DIRECTV Latin America)
Marina del Rey, CA
• Customer Contact Centers:
• Boise, ID
Denver, CO
Huntington, WV
Huntsville, AL
Missoula, MT
Tulsa, OK
• Sales Offices:
• Atlanta, GA
Chicago, IL
Company
• Organization and major activities
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Digital television service
Direct to home television services
Multi-channel video programming
High definition programming
Video on demand
Professional programming
Collegiate sports programming
Equipment
Bundles of voice, data and television
Mobile applications
Company
• Subsidiaries
• The combination of all subsidiaries of DirecTV is know as DirecTV US
• Regional sports networks-DirecTV Sports Networks
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Root Sports Pittsburgh
Root Sports Northwest
Root Sports Rocky Mountain
Root Sports Utah
• Minority shares
• Game Show Network
• MLB Network
• Exclusive general entertainment channels
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Audience Network
3DTV
NFL Sunday Ticket
Men’s Major Golf Tournaments
Grand Slam Tennis Tournaments
NASCAR Hot Pass
Mega March Madness
Company
• Brand History
• 1981-Satellite Broadcasting is founded by Stanley Hubbard. Hubbard approached
General Motors and RCA Consumer Electronics to develop a satellite service capable
of delivering over 150 channels
• 1994-The launch of DirecTV and USSB commences
• 1996-Subscriptions grow to 2,300,000
• 1997-Subscriptions grow to 3,300,000
• 1998-Acquired USSB for $1.3 billion dollars
• 1999-Acquired Primestar for $1.83 billion dollars
• 2000-Unsuccessful marketing attempts leading to pull out of the Japanese market
• 2002-DirecTV is named #1 in customer service by JD Powers & Associates
• 2003-DirecTV is named #1 in customer service by JD Powers & Associates again
• 2004-Pulls out of Mexican market after an unsuccessful run
Company
• Financial Data
• The company recorded revenues of $29,740 million during the financial year ended
December 2012(FY2012), an increase of 9.2% over FY2011. In FY2012, the US, the
company's largest geographic market, accounted for 79.6% of the total revenues.
• DIRECTV Eclipses 37 Million Total Subscribers in the Quarter.
• DIRECTV U.S. attains net subscriber additions of 139,000 driven by the lowest third quarter churn in 6
years.
• Sky Brasil and PanAmericana add 260,000 net new customers in the quarter.
• DIRECTV Latin America and Sky Mexico surpass 17 million customers.
• DIRECTV Revenues Grow 6% to $7.9 Billion.
• Revenue driven by DIRECTV U.S. ARPU growth of 6.2% along with strong DIRECTV Latin
America subscriber growth over the last year.
• DIRECTV OPBDA Increases 15% to $1.9 Billion.
• DIRECTV U.S. grows OPBDA 12% driven by strong top-line growth and disciplined cost management.
• DIRECTV Latin America increases OPBDA 23% from strong margins in Brazil due in part to the
settlement of a fee dispute.
• DIRECTV Repurchases $1.3 billion of Stock in the Third Quarter Bringing the Year-to-Date
Total to $3.2 Billion Helping Drive Diluted EPS Growth of 42% to $1.28 in the Third Quarter
Company
• Financial Data
Company
Annual Report
One of the major weaknesses of DirecTV is the amount of
debt that has been accumulated since the 1980s. One of the
major points the annual report emphasizes is the decline of
debt owed by DirecTV through effective sales and
international reach
Company
Key Personnel and Managers
Michael White
Chairman, President
And CEO
Joseph A Bosch
Executive VP and Chief
HR Officer
Bruce B. Churchill
Executive VP and President
DIRECTV Latin America
Company
Key Personnel and Managers
Patrick T. Doyle
Larry D. Hunter
Romulo C. Pontual
Executive VP and
Chief Financial Officer
Executive VP and General
Counsel
Executive VP and Chief Tech
Officer
Company
• Recent News 2013
• DirecTV’s Content Department appoints Robert Thun Senior VP of Content
and Programming
• DirecTV’s carbon disclosure project score beats industry average for second
consecutive year
• DirecTV tops DISH and AT&T U-Verse, continues 13 year winning streak over
cable in 2013 American Customer Satisfaction Index
• DirecTV expands for golf fans in Expansive Masters Tournament Coverage
• EPA names DirecTV 2013 Energy Star Partner of the Year
*Overall excellent achievement and recognition with few problems partnering
with channel providers