Abhishek Sip Report

7/29/2019 Abhishek Sip Report

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[A STUDY OF THE POTENTIAL MARKET OF DTH SERVICE IN CENTRAL & SOUTH KOLKATA

(WITH SPECIAL EMPHASIS to DISH TV)]

1 | EIILM KOLKATA

A STUDY OF THE POTENTIAL MARKET OF DTH

SERVICE IN CENTRAL & SOUTH KOLKATA

(WITH SPECIAL EMPHASIS to DISH TV)

REPORT SUBMITTED IN PARTIAL FULFILLMENT OF REQUIREMENT FOR

POST GRADUATE PROGRAMME IN MANAGEMENT BY

SNEHASIS HALDER

ARNAB CHANDA

MD. RAHAMANABHISHEK RAI

UNDER THE GUIDANCE OF

Prof. HARSH ARORA, Batch coordinator

(INTERNAL GUIDE)

EIILM, KOLKATA

&

MR. RAJAT SHAW

(Cluster Sales Manager)

(EXTERNAL GUIDE)

EASTERN INSTITUTE FOR INTEGRATED LEARNING IN MANAGEMENT

6, WATERLOO STREET, KOLKATA700069

DISH TV India Ltd.


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Preface

Its a thing of massive gratification for me to do my summer training in Dish TV and present

this project on topic A study of the potential market of DTH service in South and Central

Kolkata with the special emphasis to Dish TV.

Survey measures the visibility and penetration of the companys product over the outlays of

retailers which insure the brand reach among the customers and its market share.

This project attempts to find out the present situation of the companys produc t in the DTH

market and whether the unconventional retailer has got the potential of becoming the dealer of

Dish TV.

ACKNOWLEDGMENT


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I take this moment to express our heart full gratitude and obeisance to our External project

guide Mr. Rajat Shaw, Area Sales Manager, Dish TV India Ltd. who gave us the opportunity to

undertake this particular study as a part of my summer internship project.

I am also deeply indebted to Professor Harsh Arora, who is my internal guide, for the valuable

suggestion given by him, which consequently led us to the accomplishment of the study.


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INTRODUCTION

SCOPE OF THE PROJECT

The project is about understanding the market potential of DTH service & promoting the product/servicesprovided by the company understanding the needs of the customer. In todays context building relationshipswith customers is a part of the strategy of the company because customer satisfaction & retention is vital for anorganization. The customer relationship is aimed at creating strong long lasting, fruitful relationships bydeveloping long-term bonds. As a result the customer starts identifying and associating him/her with theproduct, prefers and accepts the companys products and services over competitors offerings and recommendothers to buy. Moreover it will be beneficial for the company to make new customers. Awareness of the peopleabout Dish TV has been done to explore the selling of Dish TV. Thus the project covers various areas and hopeit is useful for the company.

BUSINESS Scope

There is a wide scope of this project for the company as well as DTH industry. As the study is about to mapping

the market, promote the product & to convert the unconventional retailers to a dealer it helps in

understanding the needs & requirements of the customers. This plays a major role in companys success. So

knowledge of a good customer is of much importance. The company can trace the loopholes and take

corrective measures which will help it improve further. The scope is just not limited to the company; it gives

an idea of the industry.

GEOGRAPHICAL SCOPE

The research was carried out in South & South Central Kolkata only by visiting various retailers like FMCG,

FMCD, Telecoms, Pan Shops & Medical Shops etc.

Areas visited by us are:

South: Thakurpukur, Behala,Taratalla, Parnasree, Alipore, Khidderpore. South

Central: Park circus, Park Street, Hajra, Rasbehari & Gariahat.

The study will therefore allow in generating potential market of Dish TV.


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DIRECT TO HOME (DTH) INDUSTRY

The development of the DTH (Direct to home) sector has experienced a major process of transformation interms of its growth, technological content and market structure in the last decade. Any company which issuccessful is because of its reach among customers which is possible through the effective tools through whicha company communicates and attracts its customer. Dish TV is the most famous brand and have a sophisticatedplace and market leader position in the mind of customer. This is due to its strong brand image. The attemptbehind this project was to find out the visibility of DISH TV as a brand over the retail outlets and itscompetitors` position over these outlets, so that company would be able to find out its lagging area and canfocus more effectively to target more and more customer and to communicate them more easily.

An attempt has also been made in the project to access the scope and penetration level of the Dish TV in the

unconventional retailers.

Current Scenario

In the current context of the global financial meltdown, the Direct to Home (DTH) industry in India is in thethroes of multifarious challenges and opportunities. The big game is all about shaping up grandiose plans tomaster the winning rules to garner as much portion of the Indian DTH pie as possible by a handful of players.Since the DTH space denotes big value, akin to the space occupied by television and telephony, inter-firmrivalries have thrown up price wars, discount schemes, procurement of transponders, ambitious targets forimproving the subscription base, popular bouquet of channels, set top boxes with superior quality of videos,improving content, etc as a desperate means to entice the Indian viewer. A neat 20 per cent annual growth isbeing witnessed in the DTH sector in India with over 16 million households having digital pay-TV. Accordingto Harsh Bijoor, a brand consultant. Since Dish TV, the biggest market player on the Indian soil, has not

scraped even five per cent of the pie, there is plenty left for other players to eat. In the early 2008, five majorplayers, Zee`s Dish TV, Tata Sky, Reliance ADAG, Sun Direct and Bharti Tele media formed an umbrella body DTH Operators Association of India (DOAI). Dish TV is the largest DTH provider with a subscriber base ofaround 5 million.

PROBLEM STATEMENT


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Whether unconventional retailer can become the potential dealer of Dish TV?

The markets assigned by the company were South and South Central Kolkata where all sorts of

dealers/retailers were present. Therefore our task was to find out potential dealers out of them

so that the company can garner more and more leads out of that and hence can generate

revenue.

Types of Product and Services

What Customer gets after paying for the DTH connection?Customer Premise Equipment (CPE)

It consists of

Dish Antenna with low noise block. STB with remote Pre activated Viewing Card

VALUE ADDED SERVICES

Digital Picture Quality

The exceptional digital and Direct to Home transmission ensures you watch all your favorite programs in trueDVD quality.

Stereophonic SoundThe Direct to Home satellite transmission treats you with a true theatre experience by providing awesomeStereophonic sound.

Geographic Mobility


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No matter which part of the country you are in or moving to, Dish TV with its all India coverage ensures directsignals wherever you are.

Uninterrupted Viewing

With dish TV at your home, as long as your equipment is connected to a power source you can enjoyuninterrupted transmission of your favorite programs.

Capacity up to 400 DTH Channels

Dish TVcan offer you up to 400 entertaining channels. And that's not all, every month more channels will beadded to provide complete entertainment to your family.

Dyna Boost

Dish TV is using the NSS6 satellite at 95.0E designed specifically for DTH operations. It is equipped withAutomatic Level Control (ALC) feature that enables the satellite to maintain constant satellite EIRP even incase of uplink signal degradation due to weather conditions such as rain, fog or clouds.

SD and HD Services of Dish TV

Apart from the SD services Dish TV also provides HD services. Dish TV recently launched its high definitionservice called Dish true HD. Its major competitors are SUN Direct HD, Tata Sky HD, Airtel Digital TV HDand the Reliance Digital TV. It supports 1080i HD quality. Currently there are 41 HD Services. DISHTV plansto give more HD content to its customers.Dish TV Recently introduces its PVR service which requires an External USB Hard disk drive to be plug into

the Set Top Box's USB Port it can provide & support recording space up to 2 TB.


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Organizational Chart


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SWOT ANALYSIS

Strengths

Dish TV was the first entrant in the DTH category and has thus become synonymous with the satelliteTV broadcasting business in India.

Leveraging its lineage with the Zee group, dish TV has built a commendable brand and relevant productthat answers the consumer needs for quality entertainment.

Strong presence all across the geography of India, consumer friendly and pocket friendly multi-tieredand customizable regional packages, abundant transponder capacity to support its widest content basket,a very strong and diversified content offering addressing consumers with diverse needs of genres andlanguages, an extremely cost conscious structure and a superior technology for the entire gamut of

services. The technological edge and differentiation with respect to other brands stands exemplified through its

unique offerings of mobile dish with presence in aircrafts (Kingfisher), navy war ships, mobile vans andselected railway saloons.

Weakness

The subscriber acquisition cost is a bit high. However, compared to the current industry benchmarks, itstands at the lowest by far.

The cost towards acquiring consumers is under constant scrutiny in an endeavor to bring it down. In a market trend of consumers down sliding on the packaging tiers, due to more value being packaged

at the lowest packs, dish TV has exhibited a growth in ARPU. However, ARPU continues to be an areaof concern with the constant endeavor to monitor, upgrade and enhance the revenues.

Opportunities

Indias 127 million television owning households, which define the potential depth for the DTH category, willact as a low hanging fruit for adoption. The further roll out of CAS by the new Government, into more townswill impact the growth rate of the DTH category and trigger consumers to make a decision between digitalcable and DTH, thereby aiding faster expansion of the digital entertainment world. Enrichment of Value Added

Services (VAS) basket with gaming and a host of active services, some going pay, will continue to beopportunity areas for revenue enhancement.

An eventful sporting calendar with the ensuing Commonwealth games and a series of Cricketingtournaments will act as a catalyst for this category too. The recent stabilization and a revived hope forbouncing back of the economy as early as the second half of this year will facilitate fasteradoption of the category. Emergence and growth of traffic at the organized retail chains like bigbazaar, Next, The mobile store, Reliance digital etc. will also add more visibility leading to betteracceptance of the product.


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Threats

DTH is currently a six player market. Price cuts and reduced margins, spurred by severe competition, can pose a

threat to revenue enhancement. Improved quality of services by digital cable and IPTV players are potentialthreats. Churn management and retention cost scan negatively impact bottom-lines unless constant attention andStrategy is deployed to manage and control the subscribers base.

LITERATURE

COMPANY PROFILE

DTH service was launched back in 2004 by launching of Dish TV by Essel Group's Zee EntertainmentEnterprises. Dish TV is on the same satellite where DD Direct+ is. Dish TV started its service in Pakistan withthe collaboration of Budget Communication. Dish TV was only DTH operator in India to carry the two Turnerchannels Turner Classic Movies and Boomerang. Both the channels were removed from the platform due to

unknown reasons in March 2009. Dish TV is a DTH satellite television provider in India, using MPEG-2 digitalcompression technology, transmitting using NSS Satellite at 95.0. Dish TV's managing director and Head OfBusiness is Jawahar Goel who is also the promoter of Essel Group and is also the President of IndianBroadcasting Foundation. Dish TV is a division of Zee Network Enterprise (Essel Group Venture). EGV hasnational and global presence with business interests in media programming, broadcasting & distribution,specialty packaging and entertainment. Zee Network incorporated Dish TV to modernize TV viewing.


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Dish TV is Indias first direct to home (DTH) entertainment service. By digitalizing Indian entertainment, thisenterprise brought best television viewing technology to the living room. It not only transmits high qualityprograms through satellite; but also gives a complete control of selecting channels and paying for them. DishTV imparts DVD quality picture and stereophonic sound effects to the customers. It promises to change theexperience of TV viewing with its uninterrupted transmission service. The endeavor enters next level ofentertainment with futuristic features, such as EPG (Electronic Program Guide), parental lock, games,400channels, interactive TV and movie on demand. Dish TV also brings exclusive national and internationalchannels for the first time in India.

Dish TV is a division of Zee Network Enterprise (Essel Group Venture). EGV has national and global presencewith business interests in media programming, broadcasting & distribution, specialty packaging andentertainment. Zee Network incorporated Dish TV to modernize TV viewing. Dish TV is Indias first direct tohome (DTH) entertainment service. By digitalizing Indian entertainment, this enterprise brought best televisionviewing technology to the living room. It not only transmits high quality programs through satellite; but alsogives a complete control of selecting channels and paying for them. To experience the new life breathing intelevision technology, Dish TV extends high quality broadcast and thorough entertainment.

Vision of the company:To be the leader in changing the way the world communicates by providing innovative technology, qualityproducts and dynamic services.

Mission of the company:

To place our satellite dish in every home, school and business throughout the world.

Government Policies

TRAI Rules

The Direct to Home Broadcasting Services (Standards of Quality of Service and Redressal of Grievances)Regulations, 2007, were issued on 31st August, 2007.These regulations were issued to lay down the standardsof quality of direct to home services and to protect the interests of direct to home subscribers. At the time ofissue of these regulations, only two direct to home operators apart from Doordarshan were providing direct tohome services in the country. Since then, three new direct to home operators have started commercialoperations. With the evolution of the direct to home segment and the increase in the number of direct to homesubscribers, new issues relating to quality of direct to home service have arisen. In order to address these issuesthe Authority has decided to amend the Direct to Home Broadcasting Services (Standards of Quality of Serviceand Redressal of Grievances) Regulations, 2007.

Rationale for making amendment to the Direct to Home Broadcasting Services (Standards of Quality of

Service and Redressal of Grievances) Regulations, 2007:


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The Authority noted that a large number of complaints have been received from the Direct to Home subscribersregarding dropping of channels from subscription packages offered by DTH operators. In case of subscriptionto DTH services, a subscriber subscribes to the service on the basis of specific channels included in thesubscription package. If any channel is taken out of a subscription package and it is replaced by another channelthen the DTH subscriber may be getting the same number of channels as earlier, but will be deprived ofviewing the particular channel which has been removed. In case the channel which is removed is offered to thesubscriber as an add-on package then the subscriber ends up paying more for viewing that channel which wasearlier included in his subscription package. This subverts the tariff protection provided to DTH subscribers byRegulation 9 of the Direct to Home Broadcasting Services (Standards of Quality of Service and Redressal ofGrievances) Regulations, 2007. This calls for DTH subscribers to know about the following new rules.

1.No visiting or repair and maintenance charges of DTH equipment during warranty period.TRAI: The DTH operators have been prohibited from charging any fee towards visiting charges or repair andmaintenance charges of DTH Consumer Premises Equipment during the period of warranty for such DTHConsumer Premises Equipment acquired on outright purchase basis.

2.The DTH operators cannot alter the subscription package during the first6 months, or till validity expiry, of asubscriber's enrollment.

TRAI: The DTH operators have been prohibited from changing the composition of their subscription packagesduring first six months of enrolment to the subscription package or during the period of validity of a prepaidsubscription package, whichever is longer.

3.In case a channel is removed from a subscription package in the first 6months of enrollment, the DTHoperator must reduce the price proportionately, or replace the removed channel with one of the same genreand language.

TRAI: The DTH operators have been mandated to proportionately reduce the subscription charges for apackage from which any channel is removed for first six months of enrolment or during the period of validity ofa prepaid subscription package, whichever is longer or to replace the channel with a channel of same genre and

language.

4.The option of choosing the package with reduced charges or the package with replaced channel has beengiven to the subscriber.

5.In case a removed channel needs to be replaced, the replacement option will be in the hands of the DTHoperator.

TRAI: Option to select the channel of the same genre and language in a subscription package to replace achannel which has become unavailable on the DTH platform, has been given to the DTH operator.

6.Your DTH operator needs to give a prior notice of fifteen days to you before changing the composition ofany subscription package.

7.Subscribers are allowed to request their DTH operator to suspend their services for up to 3 months. However,this suspension period should not comprise the same calendar month.

TRAI: DTH operators have been mandated to entertain requests of DTH subscribers for suspension of servicesif requested period of suspension does not exceed three calendar months and does not comprise part of acalendar month.


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The above rules are compulsory for DTH operators to adhere to.

OBJECTIVES OF THE PROJECT

The main objective of this project is to put stress on the study of potential distribution channel for DTH (Directto Home) services in South & Central Kolkata with the special emphasis to Dish TV (India). That is whether

this part of Kolkata is capable of garnering and bringing profit to the company or not. How much the expecteddistribution channels are aware of the potentialities of the companys product (i.e., Dish TV).What is theproblem that they are facing and how those could be overcome. The buying decision of the existing retailer aswell as of the potential retailer also ought to be studied as it will eventually help the company to be acquaintedas to what the end customer is seeking for and solve their grievances (if any).

1. To conduct mapping in South & South Central Kolkata2. To conduct the promotional activities of the product3. To conduct direct selling to boost the sale.

METHODOLOGY

The methodology adopted for eliciting the data required for the study is study method. It is the overall pattern orframework of the project that will dictate as to what information is to be collected, from which sources and bywhat procedures.

Research methodology must be classified on the basis of the major purpose of the investigation. In this problem,exploratory studies have been undertaken; as the problem statement of the project is to check whether theunconventional retailers have got the potential of becoming the dealers of Dish TV.

Research Design


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Exploratory study has been in the research since we are tiring to explore new areas of research. The study wascarried out with the help of a structured questionnaire which helped us in accomplishing our objective.

Source of Data

Primary data consists of information collected for the specific purpose at hand for the purpose of collecting

primary data, exploratory study was used and all the retail outlets sellers using different brands and theircompetitors were contacted. The Primary Data were collected from the feedback that was collected from thecustomers by preparing the questionnaire. Face-to-face interview was carried out with both open & close endedquestions

In our study we have used primary data (questionnaire) to elicit the data.

Areas of Survey: South and South Central Kolkata.

Exploratory Research

Exploratory research is conducted to clarify ambiguous problems. Management may have discovered generalproblems, but research is needed to gain better understanding of the dimensions of the problems. Exploratorystudies provide information to use in analyzing a situation, but uncovering conclusive evidence to determine aparticular course of action is not the purpose of exploratory research.

The Primary Data were collected by interviewing the retailers.

The questionnaire was prepared to support the interview structure.

Face-to-face interview was carried out with both open & close ended questions.

Target Population

SAMPLE DESIGN

Types of Data Primary data

Target population RetailersSample Size Non Probabilistic Convenience sampling

Sampling Method 208

Survey area South and South Central Kolkata

Research Instrument Questionnaire.

Survey done by Personal Interview

Statistical techniques Chart, Tabulation


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The term, Population refers to the total of items about which information is desired. The population can beinfinite or finite. The population is said to be finite if it consists of a fixed number of element. Thus, an infinitepopulation means one cannot have any idea about the total number of items.

The target population was all retailers of Kolkata.

Sample Size

The sample size is of 208 people from different locations of South and South Central Kolkata.

Sampling Technique

Non-probability sampling

Non-probability sampling- A sample of units where the selected units in the sample have an unknownprobability of being selected and where some units of the target population may even have no chance at all ofbeing in the sample.

Convenience sampling

Convenience sampling is sometimes referred to as haphazard or accidental sampling. It is not normallyrepresentative of the target population because sample units are only selected if they can be accessed easily andconveniently.

ANALYSIS

We have taken the parameters which justify the project objective and problem statement. This parameter willhelp us to draw conclusion. Since the time period is too short to conclude a hypothesis, we have used pie chartto analyze and interpret the data.

DATA PROJECTION

The data was collected through primary source only.

Primary data:

The data was collected through questionnaire prepared, from the people of South Central Kolkata The samplesize was 208.


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ANALYSIS AND INTERPRETATION(Based on survey conducted for 208 retailers of South and South Central Kolkata)

Market Mapping

This Table & Chart bellow reveals the numbers & percentages of the shops in South & South Central Kolkata

Market Mapping

Types of Shops South Kolkata South Central Kolkata

FMCG 216 (26%) 229 (27%)

Telecom 218 (27%) 184 (21%)

Electrical 117 (14%) 149 (17%)Medical 49 (6%) 48 (6%)

Others 226 (27%) 247 (29%)


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Awareness of DTH Service

This Table & Chart bellow shows that the numbers & percentages of those shops of South & South CentralKolkata whom are aware of DTH Service.

Awareness of DTH Service

Table 2

Yes No

South Kolkata (92%)96 )(8%8South Central Kolkata 78 (75%) 26 (25%)


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Interpretation: Awareness of DTH service is more in South Kolkata than South Central Kolkata.Thepercentage difference is huge. 8% retailers in South Kolkata are not aware and 25% in South Central Kolkataare not aware of DTH services.

Awareness of Dish TV

It reveals from the table and chart bellow that how many people are aware of Dish TV in South Kolkata andSouth Central Kolkata

Awareness of Dish TV

Yes No

South Kolkata 81 (78%) 23 (22%)

South Central Kolkata 65 (62%) 39 (38%)

Table 3

Chart 2 Chart 3

92 %

8%

South Kolkata

Yes

No

75%

25%

South Central Kolkata

Yes

No


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Interpretation:Awareness of the dish TV in South Kolkata is higher than South Central Kolkata. Only

78% in South Kolkata is aware and 62% of South Central Kolkata is aware of Dish TV.

Sources of awareness about DTH

From the table and chart bellow we came to know about the sources of awareness of DTH

Sources of Awareness of DTH

South Kolkata South Central Kolkata

TV 68 (63%) TV 57 (58%)

Newspaper 21 (19%) Newspaper 19 (20%)

Magazine/Journal 2 (2%) Magazine/Journal 9 (9%)

Friends and Family 15 (14%) Friends and Family 11 (11%)

Website 2 (2%) Website 2 (2%)

Radio 0 (0%) Radio 0 (0%)

Trade shows and exhibitions 0 (0%) Trade shows and exhibitions 0 (0%)

Chart 4

Chart 5

78%

22%

South Kolkata

YES

NO

62%

38%


YES

NO


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Interpretation: Main source of awareness is Television in both South Kolkata and South Central Kolkatawhich is 63% and 58% respectively. News paper is the next major sources of awareness which is 19% in SouthKolkata and 20% in South Central Kolkata. 14% of south Kolkata and 11% of South Central Kolkata came toknow about DTH service by friends and family. 9% of south central Kolkata and 2% of South Kolkata selectedmagazine/journal as sources of awareness. While website plays a very insignificant role here.

Awareness of the offers and benefits of Dish TV

From the table and chart shows bellow we can see

that how many retailers are aware of the offers and benefits of Dish TV

Awareness of the offers and benefits of Dish TV

Table 5

Yes No

South Kolkata 18 (17%) )(19%20



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Interpretation: Only 17% in South Kolkata and 19% percent in South Central Kolkata are aware of

benefits of the products.

Interested in selling DTH

From the table & chart bellow we came to know that how many retailers are interested in selling DTH in theirshops

Interested in selling DTH

Yes No

South Kolkata 79 (76%) 25 (24%)


Table 6

Chart 8 Chart 9

17%

83%

South Kolkata

YES

NO

19%

81%


YES

NO


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Interpretation: 76% of South Kolkata is interested in selling DTH services and 63% in South CentralKolkata is interested in selling DTH services. Due to digitalization retailers are mostly interested in selling DTHservices.

Shops selling DTH

This Table & Chart bellow shows that the numbers & percentages of those shops of South & South CentralKolkata whom are aware of DTH Service.

Number of shops selling DTH

AreaSouth Kolkata


Yes No

32 (31%) 72 (69%)

36 (35%) 68 (65%)

Table 7

Chart 10 Chart 11

76%

24%

South Kolkata

Yes

No

68%

32%


Yes

No


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Interpretation: 31% of shops in South Kolkata are selling DTH service and 36% in South Central sellingDTH services. We can clearly see that there lots opportunity are there in the market.

Number of shops selling different brand

From the table & chart shows bellow we came know that which brands are sold by how many shops.


Brands South Kolkata South Central Kolkata

Airtel Digital TV 17 18

Dish TV 4 28

Tata Sky 20 34

Videocon d2h 16 05

Table 8


Chart 12 Chart 13

31%

69 %

South Kolkata

YES

NO

35%

65%


YES

NO


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Videocon d2h

Tata Sky


Dish TV South Kolkata

Airtel Digital TV

0

10

2

0

3

0

4

0

Chart 14

Interpretation: Tata sky is theleading brand in South CentralKolkata followed by Dish TV and Airtel digital TV. Videocon d2h is the least selling brand in South CentralKolkata.

Tata sky is the leading brand in south Kolkata followed by Airtel Digital TV and Videocon d2h. In SouthKolkata sell of Dish TV is lowest.

Reasons of different retailers for selling the brands

From the table & chart bellow we came to know that what is the main reason behind for selling DTH brandsaccording to various peoples views.

5

16

1 7

20

18

34

28

4


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Reasons No. of Retailers

After sales serviceCredit facility

High demandEffective promotional activity

South Kolkata South Central Kolkata

28 20

22 09

16 12

7 04Table 9

Interpretation:After sales services is a very important factor, since majority in both South Kolkata andSouth Central Kolkata have said it. 38% in South and 44% in South Central Kolkata. 30% of South Kolkatasaid credit facility for the retailers is important while only 20% of South Central Kolkata agreed with this. Highdemand of the brand is more important factor which influences the sales, for South Central Kolkata (27%), butonly 22% of South Kolkata agreed with this statement. 10% of South Kolkata and 9% of South Central Kolkatasaid that effective promotional activities are important factor to affect sales.

Findings of the Study

After sales

service28

%38

Credit

facility

22%30

High

demand16

%22

Effective

promotional activity

7

%10

South Kolkata

After sales

service

20

%44

Credit

facility

9

20%

High

demand12

27%

Effective

promotional activity

4

9%



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After completing the survey and analyzing the responses of the persons contacted the findings are

In South and South Central Kolkata, telecom trade, cyber cafe, is the potential channel of distribution.Other unconventional channels like hardware/electrical stores, stationary stores, gift shop are interested

but they are waiting for digitalization. Special offers and direct assistance can convert thisunconventional channel into active channel of distribution. Chemist shops are not interested becausethey have license issue.

Awareness of DTH service is more in South Kolkata than South Central Kolkata.

Airtel and Tata Sky are most selling brands in both South and South Central Kolkata. Dish TV isthe third most selling brand in south central Kolkata. Videocon is third most selling brand in SouthKolkata.

Television is the main source of awareness, which is followed by newspapers.

Retailers of both South and Central Kolkata are very less aware of the benefits and offers of DishTV.

After sales service plays a very important role in selling. Affective promotional activity is very importantin this industry. As per the retailer this two are the very important factors.

Credit facility is a very important criteria for the small retailers, they all want a credit facilityinitial

Required more trained technician.

RECOMMENDATIONS

Credit Facility should be given to the dealers which are noticed to be one of the important factors why

the retailers arent willing to invest.


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After sales service should improve as reported by the retailers, which is why customers are not only

refraining themselves from choosing the brand but also are switching over to competitors brand.

Required more trained technician as reported by the customers to the retailers/dealers.

Should put stress on promotional activities as it was found that there was a complete dearth ofawareness of the product in the market which is again one of the reasons of less choosing of the brand.

Central Kolkata should get more emphasis on the awareness as the evident by the charts and graphs

(refer to page no.-25)

Visibility of Dish TV should also improve in South Central area as seen by the charts 4 and 5.(refer topage- 23)

Company should put up effective promotional to set awareness to acquire the market from thecompetitors.

Company must select TV, newspaper as a medium of communication / promotion.

Company should give proper follow up to the leads.

CONCLUSION

Dish TV is the oldest market player in this DTH service. Due to various reasons it is losing its popularity. Poorafter sales service is one of the reasons why the retailers and the customer are unsatisfied with the service. Lackof effective promotional activities is also a factor of poor sales figure. Retailers of the areas in south Kolkataespecially Behala, Thakurpukur, Chowrasta suffered a lot mal practice of the distributor of the mentioned area.Lack of cooperation from the distributors end has affected the goodwill of the brand. Most of the retailers


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complained against the distributors and their representatives. Selection of distributor should be done verycarefully to avoid this problem.

After analyzing the primary data we can easily conclude that telecom is most potential channel of distribution,apart from that unconventional channel like stationary, gift shop, grocery also has the potential to effectivedistribution channel if they provided with proper assistance and special offers like credit facilities, free DTH

service for their personal use.

The small retailers are interested but dont want to invest initially, they want credit facilities. So if the companycan come up schemes with credit facilities then it will be able to penetrate the market in a very high rate.

Company should put emphasis on the after sales service. They should train their technician to increase theproductivity.

LIMITATIONS

Due to time constraints the study has been done on the basis of

convenience. Lack of communication with the external guide

Frequent change of area sales guide.

Lack of co-operation from the respondents.

MARKET VISIT

Date of visit: 1st May, 2012 to 31st July, 2012

Areas Covered: South and South Central Kolkata

Objective: To map, promote and sale the product (Dish TV kit) of Dish TV.

Methodology used: Interviewed retailers.


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BIBLIOGRAPHY

www.sebi.govt.inwww.dishtv.inwww.d2h.comwww.wikipedia.com
http://www.sebi.govt.in/http://www.sebi.govt.in/http://www.sebi.govt.in/http://www.dishtv.in/http://www.dishtv.in/http://www.dishtv.in/http://www.d2h.com/http://www.d2h.com/http://www.d2h.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.d2h.com/http://www.d2h.com/http://www.dishtv.in/http://www.dishtv.in/http://www.sebi.govt.in/http://www.sebi.govt.in/


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ANNEXURE

Documents

Abhishek Sip Report