EXECUTIVE SUMMARY
First and for most, I would like to thanks “VIDEOCON DTH” for giving me an
opportunity to undertake the project “MARKET ANALYSIS FOR VIDEOCON d2h”.
I was given the task for market analysis in which I had to visit dealers, distributors
and tell them about new introducing product by VIDEOCON DTH. The offered
products are ‘IDTV, IDVD, and IHT & DTH ITSELF’.
As a management trainee my work was also to note down the problems, if that
dealer is selling Videocon company product. My main work was to promote /pitch
the features & facilities provide in to the products and convince them for sale the
VIDEOCON DTH product.
The uphill task was to find out the potential dealers who have interest for selling the
VIDEOCON DTH products as well as support for increase the selling. So that company
assumes them for selling the DTH or as a future prospect for selling the DTH.
The company Videocon DTH is doing aggressive marketing research /analysis at the
launch timing so that they can get good response and business because more market
analysis give more accurate and quantitative result by which company take effective
decision for making the profitable business with satisfied customer.
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The most interesting part in any summer internship, for a learner is, the application
of concepts, he has learned. Apart from being interesting things, it is also the key
phenomena around which summer internship resolves. It also gives, a taste of
pressure ,the marketing manager has due to limitation of resources, especially
financial in nature .The only things which market research does not give an in-depth
knowledge about is Sales. Although selling skill is considered to be one of the
prerequisite of a marketing professional. Market Research does not give the taste of
a hand core sales job. Thus it can be very well said that, Market Research could be
very good topic for Summer Internship of a student.
In order to get the best of both, I decided to do project (Pan Pune) on Market
Research in Videocon DTH company.
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Introduction
The history of Indian television dates back to the launch of doordarshan, India’s
national TV network in 1959. The transmission was in black & white. The 9th Asian
games which were held in 1982 in the country’s capital New Delhi heralded the mark
of color TV broadcasting in India. In 1991, Indian economy was liberalized from the
License Raj and major initiatives like inviting foreign direct investments, deregulation
of domestic business emerged. This lead to the in flux of foreign channels like Star TV
and creation of domestic satellite channels like Sun TV and Zee TV. This virtually
destroyed the monopoly held by doordarshan. In 1992, the cable TV industry started
which lead to revolution.
Every city in the India had a complex web of co-axial cables running through the
streets with a new breed of entrepreneurs called as cablewallahs or Local Cable
Operators (LCO) taking in charge of distribution. The film industry was shocked by
this sudden growth and there were even organized protests for calling off the Cable
TV industry. There were simply too many cable operators in the country and the
channels had a difficult time in getting its returns as the existing system was a non-
addressable and the operators could simply give a reduced number of subscribers to
amass profit. This lead to the emergency of a new breed of firms called as Multi
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System Operators (MSO) who had heavy financial muscles to make capital
investments. . The MSO industry became highly monopolistic which warrants
government participation to ensure competition.
Later on, the United Front Government had issued a ban on use of ku band
transmission. After a change of government, the ban got lifted finally in 2001 and
TRAI issued the guidelines for operating DTH. Country’s first private DTH license was
awarded to Dish TV in 2003 which started operations in 2004. Prasar Bharati also
started its product DD-Direct+.
DTH Digital TV system receives signals directly from satellite through the dish,
decodes it with the Set-Top Box and then sends stunningly clear picture and sound to
TV which is the business under taken by some companies by observing the rate of
growth and scope for business & opportunity in the Indian market which has 120
million viewers of TV.
With the Indian economy growing at a GDP growth rate of 7.4%, there is a sense of
growth prevailing every where. The average Indian’s disposable income and
purchasing has risen to never before levels. The Indian entertainment and media
industry is not far behind. It is currently estimated at a worth of Rs.450 billion with a
CAGR of 18% over the next 5 years. Terms which were alien to Indian’s like capital
DTH, digital cables, IPTV are suddenly finding presence in the country’s journals.
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In 2007, TRAI proposed a new initiative by name “Head end-In-The-Sky (HITS)” Model
as an alternative to the existing cable distribution. Instead of the MSO’s providing the
bundle, there will be a single HITS operator who will prepare the bundle of channels
and beam it to the Headed in the satellite. The LCO’s can receive this digitalized
bundle and deliver to the individual homes. With HITS, country wide implementation
of CAS becomes instantaneous and cost-effective. This benefits both the
broadcasters and the customers by ensuring Addressability, Better quality of service
and increased number of channels. Another emerging trend is the IPTV which is yet
to be regulated and one can expect lot of action in this sector.
According to a report on Direct to home (DTH) service, it predicts that India would
overtake Japan as Asia’s largest DTH by 2010 and be the Asia’s leading cable market
by 2010 and the most profitable pay-TV market by 20015.
List of players in the industry
Doordarshan – (DD-Direct +) of Prasar Bharati comprising of 33 FTA channels
and 12 All India Radio Channels.
Dish TV of ZEE group.
Tata Sky joined venture between Tata and Rupert Murdoch’s Sky TV.
Sun direct of Sun Network.
BIG TV of Reliance Anil Dhirubhai Ambani group.
Airtel digital TV of Bharati telemedia
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Videocon d2h of videocon industries
Categorization of players in the industry
Government owned player: DD Direct+.
Private players: Dish TV, Tata Sky, Sun direct, Big TV, Airtel digital TV, Videocon d2h
Brief profile of players in the industry
DD DIRECT+
Doordarshan is the public television broadcaster of India and a division of Prasar
Bharati, a public service broadcaster nominated by the Government of India. It is one
of the largest broadcasting organizations in the world in terms of the infrastructure
of studios and transmitters. Recently, it has also started Digital Terrestrial
Transmitters. On September 15 2009, Doordarshan celebrated its 50th anniversary.
Doordarshan had a modest beginning with the experimental telecast starting
in Delhi on 15 September 1959 with a small transmitter and a makeshift studio. The
regular daily transmission started in 1965 as a part of All India Radio.
The television service was extended to Bombay (now Mumbai) and Amritsar in 1972.
Till 1975, seven Indian cities had television service and Doordarshan remained the
only television channel in India. Television services were separated from radio in
1976. Each office of All India Radio and Doordarshan were placed under the
management of two separate Director Generals in New Delhi. Finally Doordarshan as
a National Broadcaster came into existence.
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National telecasts were introduced in 1982. In the same year, color TV was
introduced in the Indian market with the live telecast of the Independence Day
speech by then Prime Minister Indira Gandhi on 15 August 1982, followed by the
1982 Asian Games being held in Delhi. Now more than 90 percent of the Indian
population can receive Doordarshan (DD National) programmes through a network of
nearly 1400 terrestrial transmitters and about 46 Doordarshan studios produce TV
programs today.
DD Direct+ is a free Direct to Home (DTH) service that provides satellite
television and audio programming to households and businesses in the Indian
subcontinent. Owned by parent company Doordarshan, DD Direct Plus was launched
on December 16, 2004. Now chairman of DD plus+ is Shri Arun Bhatnagar and CEO is
B S Lalli under the ministry of information and broadcasting
Dish TV
Dish TV is the first private DTH satellite television provider in India, using MPEG-
2 digital compression technology, transmitting using NSS Satellite at 95.0. Dish TV's
managing director and Head of Business is Jawahar Goel who is also the promoter of
Essel Group and is also the President of Indian Broadcasting Foundation and Mr.
Subhash Chandra is the Chairman of Dish TV. Dish TV is a division of Zee Network
Enterprise (Essel Group Venture). EGV has national and global presence with business
interests in media programming, broadcasting & distribution, speciality packaging
and entertainment. Zee Network incorporated dishtv to modernize TV viewing. By
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digitalizing Indian entertainment, this enterprise brought best television viewing
technology to the living room. It not only transmits high quality programmes through
satellite; but also gives a complete control of selecting channels and paying
DTH service was launched back in 2004 by launching of Dish TV by Essel Group's
Enterprises. Dish TV is on the same satellite where DD Direct+ is. Dish TV started its
service in Pakistan with the collaboration of Budget Communication. Dish TV was
only DTH operator in India to carry the two Turner channels, Turner Classic Movies
and Boomerang. Both the channels were removed from the platform due to
unknown reasons in March 2009. Dish TV uses NSS-6 to broadcast its programmes.
NSS-6 was launched on 17 December, 2002 by European-based satellite provider,
New Skies. Dish TV hopped on to NSS-6 from an INSAT satellite in July 2004. The
change in the satellite was to increase the channel offering as NSS 6 offered more
transponder capacity.
Tata Sky
Tata Sky is a DTH satellite television provider in India, using MPEG-2 digital
compression technology, transmitting using INSAT 4A at 83.0°. Tata sky is
incorporated in 2004; Tata Sky is a JV between the TATA Group and STAR. Tata Sky
DTH endeavors to offer Indian viewers a world-class television viewing experience
through its satellite television service. Vikram Kaushik is present CEO of Tata Sky Ltd.
The TATA Group is one of India's largest and most respected business conglomerates.
It comprises 93 operating companies in seven business sectors and diversified group:
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information systems and communications, engineering, materials, services, energy,
consumer products and chemicals. The TATA Group has operations in more than 40
countries across six continents and its companies export products and services to 140
nations.
The Group and its enterprises have been steadfast and distinctive in its adherence to
business ethics and their commitment to corporate social responsibility. This is a
legacy that has earned the Group the trust of many millions of stakeholders in
measure few business houses anywhere in the world can match. The SKY brand,
owned by the UK-based British Sky Broadcasting Group, brings to Tata Sky the
reputation of more than 20 years experience of satellite broadcasting. SKY is well
known for the innovative products and services launched by BSky, such as DTH
broadcasting in 1989, digital satellite broadcasting in 1998, interactive television
services in 1999 and the SKY+ personal video recorder in 2001. Tata Sky joins an
international group of DTH businesses that includes platforms as far apart as the UK
and Italy in Europe, and Mexico and Brazil in Latin America. Tata Sky Ltd is the First
Indian DTH provider to be awarded the ISO 27001:2005 accreditation, the ultimate
benchmark for information security. The assessment for the certification was
conducted by Intertek Systems Certification, the management systems registration
business unit of Intertek Group plc and is accredited by several internationally-
recognized accreditation bodies worldwide.
In October 2008, Tata Sky announced launching of DVR service Tata Sky+ which
allowed 45 hours of recording in a MPEG-4 compatible Set Top Box. The remote is
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provided with playback control keys and is being sold with special offers for existing
subscribers. Tata Sky was selected as a SUPER BRAND for the year 2009-2010 by an
independent and voluntary council of experts known as Super brands Council. It is
the only Indian DTH to have won this distinction.
Sun Direct
Sun Direct is a DTH satellite television provider in India, using MPEG-4 digital
compression technology, transmitting using INSAT 4B at 93.5°E. It is the country's
first MPEG 4 technology DTH service provider. Sun Direct is a DTH service in India
headquartered in Chennai, Tamil Nadu. Sun Direct TV was registered in February 16,
2005. However, the failed launch of INSAT 4C resulted in a lack of transponders,
delaying the launch. The service was finally launched on December 2007 after
availability of transponders from INSAT 4CR. Because of the lowest pricing of any
DTH in India Sun Direct spread rapidly all over the country. On December Sun Direct
was launched in Mumbai and announced its pan India launch. By 2009 it became
leading DTH provider with 3 million subscribers. This makes it 4th largest DTH service
provider of India. In April 2009 Sun Direct officially launched its High-Definition
service in India.
Sun Direct uses the latest MPEG-4 based technology to increase broadcast capacity.
Sun Direct provide next-generation services in fast-growing and emerging markets
quickly and efficiently. Sun Direct selected Oracle based on its convergent multi-
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service capabilities and proven real-time scalability allowing it to consolidate billing
operations, enables powerful new service offerings and improves visibility into
customer information across services.
BIG TV
Reliance BIG TV is a DTH satellite television provider in India based in Navi Mumbai,
using MPEG-4 digital compression technology, transmitting using MEASAT-3
91.5°east. It is the 5th DTH service launched in India. Reliance BIG TV limited is a part
of Reliance Communications Ltd., a subsidiary of Reliance Anil Dhirubhai Ambani
Group founded by the Late Dhirubhai Ambani, the Indian business tycoon and owned
by his son Anil Ambani. BIG TV started operations from 19 August 2008 with the
slogan "TV ho Tho BIG Ho" ("If you have a TV, make it BIG"). It currently offers close
to 200 channels and many interactive ones, 32 cinema halls (i.e. Pay Per View Cinema
Channels) as well as many Radio channels. The company plans to increase the
number of channels in the near future to 400 and begin High Definition (HD)
broadcast. It is the first Pan-India DTH provider that uses MPEG-4 for broadcasting.
There are also plans to introduce services like i-Stock, i-News and other such
interactive services in the future.
Reliance BIG TV was launched on August 19, 2008 with the sole aim of providing the
consumer with quality and enriched home entertainment service at value-driven
pricing. Reliance BIG TV's launch in August was probably the biggest roll-out in home
entertainment ever and deployed the most advanced MPEG4 technology that
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enabled them to deliver best quality digital audio-video to the consumer. It also got
prepared for the future when Hi-Definition TV will be launched in India because only
MPEG4 technology can support HD TV and not MPEG2 which is used by the earlier
entrants in the DTH industry.
Reliance BIG TV's retailer network is spread across 100,000 outlets in 6,500 towns in
India. This was literally unheard of in the DTH industry. They had effectively out-
stripped the competition here. When it came to pricing – packaging, their
introductory offer stood at Rs. 1,490/- with 3 to 6 months of free subscription. They
also introduced 32 Pay-Per-View Movie Channels, the highest by any DTH player.
Airtel digital TV
Bharti Airtel Limited is the flagship company of Bharti Enterprises and is India’s
largest integrated and the first private telecom services provider with a footprint in
all the 23 telecom circles. As India's leading telecommunications company, the Airtel
brand has played the role of a major catalyst in India's reforms, contributing to its
economic resurgence. Airtel since its inception has been at the forefront of
technology and has steered the course of the telecom sector in the country with its
world class products and services.
Airtel Digital TV is a DTH (Direct to Home) service from Bharti Airtel.
It uses MPEG-4 digital compression with DVB-S2 technology,
transmitting using INSAT 4CR 74°E
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Airtel digital launched on 8 October, 2008 with a 360 degree mega campaign 'Come
Home to the Magic. Since then it has launched 2 other campaigns: ‘Stars come home’
(March 2009) and ‘DTH Picture Clarity (August 2009) has increased its channel base to
183+ channels. Airtel digital TV is now amongst the fastest growing DTH brands in the
country and is available across 5000+ towns in India. It has also been ranked as the
best DTH service by “Living Digital” magazine.
Airtel chief Sunil Mittal said that Airtel digital TV and other DTH players have a bright
future in Indian market as the people are getting more attracted towards DTH
because of its quality and affordability.
Videocon d2h
Videocon d2h is a DTH satellite television provider in India based in Mumbai, using
MPEG-4 with DVB S2 digital compression technology
Videocon Leasing & Industrial Finance Limited was incorporated on 4th September,
1986 as Adhigam Trading Private Limited. In terms of the necessary resolutions
Passed under Sec. 21 of the Companies Act, 1956, the name of the Company was
changed to Videocon Leasing & Industrial Finance Limited on 14th February, 1991.
The Company received a fresh certificate of incorporation from the Registrar of
Companies, Gujarat at Ahmedabad on 14thFebruary, 1991.
Videocon d2h launched May 1, 2009. it came with a very good strategy for selling
both of its electronic products like TV’s DVD’s along with the new set top box. This is
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offering direct to TV with out any set top box also. Only the antenna is enough, it also
came with DVD which is connected directly to the TV or antenna is connected to DVD
which gives a best quality of out put.
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Company Profile
Videocon industries is private conglomerate, company slogan is new improved life,
Videocon founded in year 1979 in Aurangabad Maharashtra, company founder was
Mr.Nanadlal Madhaval Dhoot, headquarter of Videocon is Aurangabad
Maharashtra ,India, area served by the company is consumer electronics ,home
appliances, components office automation, internet, petroleum, power, dth, the
main industry of Videocon is consumer durable, oil and gas etc. company revenue is
u$4.1billion,and net income of Videocon is u$276 million, and owner of Videocon is
Mr. Venugopal Dhoot (CEO&MD) and company website is
http://www.videoconworld .com
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COMPANY’S VISION
Videocon is committed to bring happiness in every home around the world by
offering high quality products that easy and enrich human life.
To be a USD 15Bn Group by 2013
Road Map:
o By Diversifying into New Areas such as
SEZ’s
Solar power
Real Estate
Telecom & Mobile Services
Retail
IT Services
Semi-Conductors
Hospitality
Flat Panel Displays (LCD, PDP, PND etc.)
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COMPANY MISSION
A Reflection of Continuity & Change.
To Delight and Deliver beyond Expectation through:
o Ingenious Strategy.
o Intrepid Entrepreneurship.
o Improved Technology.
o Innovative Products.
o Insightful Marketing.
o Inspired Thinking About the Future.
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OBJECTIVE OF PROJECT:
PRIMARY OBJECTIVE:-
To analyse the way in which Videocon d2h market share can be increased in
Pune region
SECONDARY OBJECTIVE:-
Optimum use of that opportunity. Know how market working and what
strategy adopted before launching new product in market.
To obtain company related inform from internet, magazines, TV. And
newspapers.
To analyze all the data and provide learning’s, conclusions and
recommendation.
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DATA COLLECTION PROCEDURE:-
1. Calculate the display share of the Videocon product in every shop which comes
under the Pune region where I did survey.
2. Collect the data of actual monthly sale of the Videocon product in every shop.
3. Find out the problems that dealers are facing while selling the Videocon
product.
4. Find out the customer response for the Videocon product by asking the owner
of the shop.
5. Find out the distributor name from whom they purchasing their product and
also weather they have direct dealership and which brand.
6. Check that demo calls are attended or not.
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RESEARCH METHODOLOGY
1. PRIMARY RESEARCH:-
A Primary Research was conducted:
Different groups were made.
All the different groups were given different areas.
Everyone did surveys at their given assigned areas.
Firstly we surveyed at retail shops and gathered information regarding all
the different DTH services.
Then we went to different societies and asked people about their favorite
channels, programs and charges.
The questionnaire was prepared for the companies and following areas
covered
2. SECONDARY RESEARCH:-
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Data was collected from websites and catalogues to understand the
product of the different players.
Sources used for secondary data collection are company web site , DTH
web site etc.
AREA COVERED
KOTHRUD,
SINGH GARH ROAD,
SATARA ROAD,
WARJE,
MALWADI,
KARVEY NAGAR,
SWAR GATE,
MARKET YARD,
HADAPSAR,
SASAN NAGAR,
FATIMA NAGAR,
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SAMPLE AREA:-
KOTHRUD,
WARJE
MALWADI
DATA ANALYSIS AND INTERPRETATION
CURRENT SELLING OF DTH INKOTHRUD AREA
BRANDS SELLING/ PCS
TATA SKY 45
DISH T.V. 36
VIDEOCON 26
BIG T.V. 18
AIRTEL 6
SUN T.V. O
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MARKET SHARE OF DTH IN KOTHRUD AREA
34%
27%
20%
14%5%
SELLING/ PCSTATA SKY DISH T.V. VIDEOCON BIG T.V. AIRTEL SUN T.V.
23
INTERPRETATION:- From the above table it is shown that in DTH market of Kothrud
area Tatasky is the market leader with 34% followed by dish TV. with 27%,Videocon
20%, B ig TV, with 14%, Airtel with 5 %, sun t.v.with0%
CURRENT SELLING WARJE AND MALWADI
T.SKY AIRTEL DISH T.V. V.CON BIG T.V. SUN T.V.
58 80 42 32 5 0
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INTERPRETATION:- From the above table it is shown that in D2H market of Warje
and malwadi area airtel is the market leader with 38% followed by tatasky with
25%,dish TV. 20%, Videocon, with 15%, big TV. With 2%.
DTH MARKET SHARE WARJE AND MALWADI
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53%37%
10%
PRODUCT WISE
CABLEDTHNO CABLE NO DTH
INTERPRETATION:- From the above table it is shown that comparison of dth market
with the cable and no cable no dth holder’s share in warje and malwadi area. Market
share of cable is 53% followed by dth is 27%, and no cable no dth is10%.
REASONS FOR OPTING CABLE SERVICES:-
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Reasons from customer No.
Not interested in DTH 7
Satisfy with cable 10
Using cable from before 12
Response from TATA SKY 6
No more use 13
Cable vender is relative 6
No use 15
More channel 3
Not interested due children 20
Easily availability 16
Uncertain problem in DTH 15
Less rate of cable 9
High rate of cable 25
Signal problem in DTH 10
How many dealers are dealing with Videocon d2h
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55%
45%
Market share
yesno
INTERPRETATION:-From the above shown Pie Chart, it can be identified that
most of the Dealers ie.. 55% dealers are dealing with Videocon D2H system &
reaming 45% of them are dealing with other competitive D2H companies.
Would you be interested in dealing with Videocon D2H
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yes no may be0
10
20
30
40
50
60
70
Series1
INTERPRETATION:- As per the Area Chart Shown above, it can be Understood
that 65% of Dealer deals with Videocon D2H, 35% deals with Competitive D2H
companies.
Which of the following brands is the first choice of the
customer
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INTERPRETATION:- As per the area chart shown above, it can identified customer
choice of the brand, Videocon D2H 05%, Tata Sky 70%, Dish T.V. 10%, Airtel
Digital T.V. 15%.
Which of the following brands do you think has the best
margin
30
Videocon d2h Tata Sky Dish TvAirtel Digital Tv
0
10
20
30
40
50
60
70
Series1
Series2
Series1Series2
Videocon d2h
Tata Sky
Dish Tv
Airted Digital Tv
0 5 10 15 20 25 30 35 40
Series2Series1
INTERPRETATION:- As per the bar chart shown above, it can identified margin in
customer mind of these brand. Videocon 05%, Tata Sky 40%, Dish T.V. 40% and
Airtel Digital T.V. 15%.
Which of the following brands has the best after sales service
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Videocon d2h Tata Sky Dish Tv Airtel Digital TV
0
10
20
30
40
50
60
70
Series2Series1
INTERPRETATION:- As per the area chart shown above, these companies after
sales service, Videocon D2H 0%, Tata Sky 70%, Dish T.V. 05%, Airtel Digital T.V.
25%.
Which of the following brands do you think has the best name
in DTH service:-
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Videocon d2hTata Sky
Dish TvAirtel Digital
Tv
0
0.2
0.4
0.6
0.8
Series1
Series2
0%
74%
4%22%
Chart TitleSeries1 Series2
INTERPRETATION:- As per the area chart shown above, it can identified some of
these companies best DTH services Tata Sky 74%, Videocon DTH 0%, Dish T.V.
04% and Airtel
What is the perception about the brand videocon D2H
33
INTERPRETATION:- As per the doughnut chart shown above, Very Good 0%,
Good 50%, Average 30%, Below Average 20%.
Which of the following brands gives you the most sales
volume in DTH service
34
50
30
20
Market ShareVery Good Good Average Below Average
Videocon d2h Tata Sky Dish Tv Airtel Digital Tv0
5
10
15
20
25
30
35
Series1Series2
INTERPRETATION:- From this chart shown most sales volume in DTH service.
Videocon D2H 20%, Tata Sky 30%, Dish T.V.20% and Airtel Digital T.V.30%.
35
Having a good brand value in home appliances & electronics /
and best aesthetics in satellite TV’s , to what extant Videocon
d2h will be accepted by the customer
Very Good Good Average Below Average0
5
10
15
20
25
30
35
40
45
50
Series2Series1
INTERPRETATION:- As per the area chart shown above, Videocon D2H in home
appliance & electronics and best aesthetics in satellite T.V. Very Good 0%, Good
45%, Average 20% and Below Average 35%.
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Is recording feature required for customer
YesNo
May Be
0
10
20
30
40
50
60
70
Series1
INTERPRETATION:- As per the line chart shown above, recording feature is
required for the customer yes 15%, no 70% and may be 15%.
Feedback of customer about brands, Videocon D2H
37
Very Good Good Average Below Average0
10
20
30
40
50
60
Series2Series1
INTERPRETATION:- As per the area chart shown above, it can identified about the
Videocon D2H brand form the customer feedback. Very Good 0%, Good 50%,
Average 30% and Below Average 20%.
Tata Sky
38
Very GoodGoodAverageBelow Average
INTERPRETATION:- As per the doughnut chart shown above, Very Good
90%, Good 10%, Average 0%, Below 0%.
Dish Tv
39
Very GoodGood
AverageBelow Average
0
10
20
30
40
50
60
70
80
Series1Series2
Series1Series2
INTERPRETATION:- As per the line chart shown above, dish tv Very Good 20%,
Good 75%, Average 5% and Below Average 0%.
Airtel Digital Tv
40
Very Good Good Average Below Average0
10
20
30
40
50
60
70
Series2Series1
INTERPRETATION:- As per the line chart shown above, Airtel Digital T.V. Very
Good 60%, Good 30%, Average 10% and Below Average 0%.
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KEY FINDINGS
1. By calculating the display share we found that in most of store Videocon
product availability 50-60% .
2. By the actual monthly sale of particular store we came to know the capacity
of the store and how much product can they sale.
3. It helped us to know whether dealer is capable of being a direct dealer of
Videocon or not and to find out the new businesses who are capable of
being the dealer of Videocon.
4. We also came to know while visiting the shop that there was big problem of
after sale service.
5. Many dealers were facing the problem of after sale service because there is
no follow up calls from Videocon.
6. Demo installation process & team are not working properly.
RECOMMENDATION
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• Attract customers by exchange offer, discount offer, cash back offer and face
gift offer on the festival occasions
• Establish a cordial relationship with dealers and offer a good commission
margins for promoting our products
• Keep a hawk eye on the competitors and act according to their sales and
marketing strategy.
• Create an effective advertisement with an influential punch line.
• To provide better services in order to satisfy the customer needs.
• RCV, pamphlets should provide in each and every counter.
• Demo piece should be available in every shop and it may install within time.
• Distributor should contact properly with every dealers.
• Improvement in customer care service
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LIMITATIONS
According to us there were so many limitations during project which were great
hurdle in the competition of project-
1- First limitation was that we were in first trimester so we were not
Equipped properly.
2- Time limitation was also there.
3- We were not familiar to PUNE.
4- The people were not entertaining well.
5- Many people unknown about VIDEOCON D2H+.
6- Language was a great problem.
CONCLUSION
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The price war has intensified in the direct-to-home (DTH) broadcasting space as the
number of players has increased. The first DTH player in the country, Dish TV (of the
Zee group), has slashed rates to an all-time low. It will now offer a `Happy Family
Pack' at Rs 1,990. At this entry point, you get a set-top box and 12 months of viewing
for 125 channels spread over several genres, including 21 audio channels,
After a year, one can renew this pack and pay a monthly rental of Rs 100, around the
same that a cable TV subscriber pays, meanwhile, the Maxi package announced by
Dish TV a few months ago continues. For this, you pay an entry price of Rs 3,990 in a
year to get around 200 channels. There's no extra cost for the set-top box. After a
year, the monthly rental is Rs 300.
Other players are not behind in the race either. DTH services of Tata Sky (a JV
between the Tata group and Star TV) and Mr. Anil Ambani-promoted Big TV are being
advertised through mass SMSes, just the way real estate schemes and mutual funds
are.
A recent SMS announced, "Tata Sky with 400 days of subscription at Rs 3,999. And
Big TV with six months at Rs 2,490. Installation within 48 hours."
The trend suggests that DTH is where competition is, according to a source in the
industry. There are four private players and one state-owned platform already, and
at two more are waiting to join in. Currently, Dish TV has a market share of 54%, with
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3.8 million DTH subscribers, while Tata Sky has 2.2 million. Big TV, which launched its
DTH service recently, has not issued any subscriber numbers yet.
Sun TV also offers DTH but only in the south. Sun too has pan-India ambitions. The
other two planning to join the DTH race are Bharti and Videocon. According to a
senior official of Videocon, its launching DTH in October/November. Bharti,
meanwhile, has to get FIPB (Foreign Investment Promotion Board) approval before
starting its DTH service. It is believed that Bharti would start DTH around end of this
year. Besides
These, there's Prasar Barite’s free-to-air DTH platform as well. In all, there are around
6 million DTH users in the country.
DTH is a satellite broadcasting system through a pizza-sized dish and a set-top box,
which eliminates the neighborhood cable wallah. Of the 120-million TV households in
India, only 70 million have cable connection. DTH is still in its infancy in India, and
there's sufficient room for growth. By the year 2015, 40% of the pay TV universe
(cable TV and DTH) are likely to be DTH users,
WHAT DID I LEARN IN THIS PROJECT
This was one experience where I met people from various walks of life, the diverse
ways of thinking (about the same thing), the volatile nature, their perception of
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marketers, their ways of life all came forth and at the end of the day you feel you can
understand humans better but the next day you are back to square one starting all
over again.
There’s one aspect that comes into play when you go out in the streets that is going
on ‘cold calls’, going and meeting people without appointments, without any know
how’s. There are only two people who do it, one is the man looking for jobs and the
others marketers, and I feel we are more despised. It requires lots of guts but has a
bearing on you mettle, it develops your soft skills and I do feel the change.
I learned how to deal with customers on telephone, like how to start
communication, explain the business, satisfying his queries and fixing appointments.
Another important thing that I developed here was building a bond and relationship
with people.
A great percentage of hesitation within me evaporated while interacting with the
senior personnel of the corporate.
During training I learnt about the corporate meetings, seminars, training and what
material a marketing personnel should keep with him.
Learned about the management, planning, punctuality and the benefits of regular
following of client and maintaining dairy.
I have learned from this project what is DTH & how DTH work & how Videocon D2T is better
from other .How much facility in Videocon D2H.
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BIBLIOGRAPHY
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Through mentors.
Through market survey.
Through internet.
Web sites used-
o www.d2h.co.in
o www.videocon.co.in
o Google Search
Questionnaire for Customer
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1- Name of customer
2- Place of customer
3- Contact no. of customer
4- What is the region for opting dth?
5- What is the region for opting Videocon d2h?
6- Recharge coupon are available easily are not?
7- Which type of picture quality of Videocon d2h, how picture quality is
different from other d2h services?
8- Are you satisfy with the customer care services?
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