In this report, Daniel Obi writes the impact of consumer insight on brand loyalty leveraging the recently introduced new packages by MultiChoice, Africa’s foremost video entertainment company which is not only creating loyalty but meeting customers’ needs especially in the challenging economy and in this festive period.
Essence of consumer insight
Why has DStv succeeded in an environment where there are many local TV stations? It is basically understanding of the consumer and making the necessary investments to satisfy the consumer, the King.
While many viewers struggle to find programmes that will hook them on local channels consistently and daily, many women viewers easily find traction in movies and comedies on DStv while men find pleasure on news, documentary and live football competitions and repeat of them.
The pay-TV has literally become the next neighbour and partner at various homes, delighting families with various entertainment programmes, though at a cost. No wonder DStv is enjoying brand loyalty with customers paying as high as N15,800 monthly for premium bouquet content and as low as N1,600 on GOtv.
Marketers say that brand loyalty is guarantor of profitability, market share growth and sustainable success in the market place. According to Kola Oyeyemi, a marketing expert, businesses exist to generate profit and continuous customer satisfaction is the key to delivering this. “To, therefore, deliver sustainable success, brand loyalty becomes germane”. He said brand loyalty cannot happen without a thorough understanding of the consumer and a deliberate decision to satisfy and exceed the customers’ expectations”.
Customer satisfaction
Following this trend and in continuation of its customer satisfaction with surprise value proposition, brand owners of DStv with consumer insight recently unveiled five new packages for its DStv and GOtv platforms to deliver more quality content at a great value to customers during this festive season and beyond.
Since December 1, 2019, the Africa’s foremost video entertainment company MultiChoice, owners of DStv and GOtv introduced three more entertainment package options customers can choose from and they are DStv Confam, DStv Yanga and DStv Padi. GOtv subscribers will also get two new GOtv packages: GOtv Jolli and GOtv Jinja.
These new packages are said to be exclusively and specially-curated for the Nigerian market and come upgraded with new channels.
Chief Executive Officer, MultiChoice Nigeria, John Ugbe, explained that the introduction of the new packages customized for Nigerians will unlock a new level of entertainment and value for customers, give them improved choices and a brand new DStv and GOtv experience.
“We are constantly driven to ensure that customers are satisfied with the overall quality of our services. The new packages are exclusively curated from Naija and for Nigerians, driven by great programing and affordable prices,” said Ugbe. “With improved package options available to our valued customers, they can choose a subscription plan that best fits their needs and budget. We remain committed to give millions of television viewers in Nigeria the opportunity to enjoy world-class entertainment.”
For viewers’ pleasure, the new packages come loaded with the recently-launched channels – Da Vinci, TNT Africa and Real-Time – as well as other top local, sports, movies and general entertainment channels.
For the new DStv packages, DStv Confam is a brand-new package designed for the whole family with over 120 channels. It is the home for BET, Da Vinci Learning, TNT Africa and more, and the subscription price is N4,500 monthly. DStv Yanga has over 94 channels. For N2,500 monthly, subscribers will get to enjoy all things Nollywood on amazing channels such as Africa Magic Epic, ROK 2 and Ebony Life. Also on the package are lifestyle shows on Real-Time and great local and international music on MTV Base. DStv Padi provides quality entertainment at any time with over 51 exciting channels for N1,800 monthly.
The brand new GOtv JOLLI offers 68+ world-class channels for family entertainment from top Naija and international channels. Subscribers will get to enjoy exciting Naija drama, reality shows, news, kid’s shows on brand new channels such as ROK2, CBS Reality, FOX, TNT Africa, and Davinci Learning for N2,400 monthly. GOtv Jinja provides 47+ exciting local and international channels, with entertaining channels such as with FOX Life and Real-Time; educative kid’s channels like PBS Kids, local drama on Africa Magic Epic and lots more for N1,600 monthly.
Other values
Another appreciable programme by MultiChoice which has operated for 26 years in Nigeria is MultiChoice Talent Factory (MTF) – a multi-tiered Corporate Shared Value, CSV project in partnership with School of Media and Communication of LBS to ignite Africa’s creative industry.
The Talent Factory which started in 2018 was a journey to rewrite Africa’s story. It believed that repackaging Africa cannot be done successfully without training and equipping Africans to tell authentic and well-produced stories. In the first edition, it selected and trained 20 young men and women from Ghana and Nigeria out of 3108 applicants. Second set is also undergoing training in Lagos
As part of its continuous effort to make the customer happy, MultiChoice recently announced a landmark partnership, with some leading brands. These include KLM and Air France as well as Silverbird cinemas, Kilimanjaro Restaurants, and School kits.
DStv customers who pay their DStv subscription on time will be eligible to unlock new offers including 20% discount on economy class and 15% discount on business class trips on any trips using KLM or Air France, for Premium and Compact Plus customers.
Business success depends on customer satisfaction
For business success and brand loyalty, customer satisfaction is key and this is anchored on consumer insight which according to Oyeyemi transcends traditional research data to access the heart of the consumer for an understanding of his motivations, his needs and his aspirations. The MultiChoice new packages fit into this concept.
