BY-Ajay Kumar Dhull

Brand Ambassador

Competitors in DTH Industry

Products

Title Of My Project

COMPREHENSIVE STUDY OF DTH SERVICES IN

PUNE 

Objectives & Scopes Understanding of the Business Model and

Operation of Dish TV. Effectiveness of Dish TV as a Brand over the

retail outlets and its competitor’s position over these outlets.

Analyze dealer’s perception and association with Dish TV.

Efficiency of Distribution channel and Service franchise.

Awareness of new schemes offered by Dish TV in the market.

Area Covered Hadpsar Chandan Nagar Mundhwa Kalyani Nagar Wadgaon Sheri Yerwada Wagholi Kharadi Bhudwarpeth Viman Nagar

Process Undergone the knowledge and

information about the company through Dish TV website.

Getting insight about the business model and the market by working along with the employee of the organisation.

Visited retail outlets, distribution centre and service franchise.

Interacted with the employees working with competitor firms.

Getting feedback from the customers.

Observation From The Market

RURAL – URBAN DIVIDE SERVICE ISSUE BRAND IMAGE DEALERS RELATIONS VISIBILITY INCREASING RECHARGE SHOPS

Porter’s Five forces Model

1) Threat of new entrants-low( seven major players in dth industry)

2) Determinants of Supplier power: Very High

3) Rivalry among existing firms: Very High (Price wars, litigations & Product promoting)

4) Determinants of Buyer power: High: - (Bargaining, More options & Price Sensitive Buyers)

5) Threat of Substitute products: Very High:- (Cable Television, Internet Protocol television & Terrestrial Television)

Strength FIRST ENTRANT IN THE DTH

CATEGORY. ZEE GROUP. CUSTOMER FRIENDLY ,POCKET

FRIENDLY AND CUSTOMIZABLE REGIONAL PACKAGES .

SUPERIOR TECHNOLOGY. DISTRIBUTION NETWORK .

Weakness

ISP PROBLEM LOW VISIBILITY SERVICE CENTRE DEALERS RELATION

OPPORTUNITIES

India’s 140 million television owning households.

The roll-out of CABLES OPERATOR by the government will impact the growth rate of DTH category.

Enrichment of value-added services with gaming and a host of active services.

THREATS

DTH is currently a six player market, price cuts and reduce margins.

Improved quality of service by digital cable operator.

RECOMMENDATIONS PROVIDE FREE SERVICES. PROVIDE TOLL-FREE FOR

CUSTOMERS. BETTER MARKETING OF REGIONAL

CHANNELS. AREA WISE SERVICE CENTRE AND

DSA (DIRECT SALES ASSOCIATION) AWARD BEST PERFORMING DEALERS. IMPROVE AFTER-SALES SERVICE. DEDICATED SALES-FORCE. INCREASE VISIBILITY

Learning Outcomes Understand the DTH Market in India. Growth, Opportunities and Challenges in the

DTH sector. Importance of point of purchase and point of

sale. The gap between Rural and Urban Market. Significance of after sale service. Importance of dealers association with the

brand. Contribution of distribution channel to earn

market.