MAJOR RESEARCH PROJECT

ON Market Holding Survey & Competitors

Analysis of Videocon d2h services

(ANAND)Under the guidance of

Mr. Tarun aggrawal

PREPARED BY:

AVINASH SINGH

PGDM (MARKETING)

SSB VADODARA

GUJARAT

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Table of contents

TOPICS PAGE NO.

DECLARATION 3

ACKNOWLEDGEMENT 5

EXECUTIVE SUMMARY 6

OBJECTIVE OF STUDY 7

VIDEOCON 8

VIDEOCON D2H 15

RESEARCH METHODOLOGY 34

DATA COLLECTION PROCEDURES 36

SAMPLING TECHNIQUES 36

RESEARCH APPROACH 37

ANALYSIS AND INTERPRETATION 37

SWOT ANALYSIS 42

KEY FINDINGS 49

LIMITATIONS 51

RECOMMENDATIONS AND SUGGESTIONS 52

CONCLUSION 56

REFERENCES & BIBLIOGRAPHY 57

QUESTIONNAIRE 59

DeclarationPage 2 of 63

I Avinash Singh Yadav, a student of PGDM 4th semester from Sanskriti School of Business, Vadodara, here by declare that the project report entitled “Market Holding Survey & Competitors Analysis of Videocon D2H services” is the outcome of my own work & the same is not submitted to any other institute for any award of any degree or professional diploma.

BOBBY GEORGE

DEAN ACADEMICS

SANSKRITI SCHOOL OF BUSINESS

Place: Avinash Singh Yadav

Date: PGDM

4TH SEM

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CERTIFICATE

This is to certify that Mr. Avinash Singh Yadav, studying PGDM (Marketing) from Sanskriti School of Business, Vadodara has under gone for internship with Videocon D2H, Anand, Gujarat from 15th Sept to 5th Dec 2014.

He has worked on “Market Holding Survey & Competitors Analysis” Project at Videocon D2H and has demonstrated inquisitiveness and interest to learn.

We wish him all the success in his future endeavors.

For Videocon D2H

Tarun Aggrawal

Deputy Manager

Ahmedabad, Gujarat

Date: 27th Feb 2015

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ACKNOWLEDGEMENT

I have taken efforts in this project. However, it would not have been possible without the kind support and help of

many individuals and organizations. I would like to extend my sincere thanks to all of them.

I am highly indebted to Mr.Tarun Aggrawal (Divisional Manager) & Mr. Bobby George (Dean, SSB) for their

guidance and constant supervision as well as for providing necessary information regarding the project &

also for their support in completing the project.

I would like to express my gratitude towards Mr. Sandeep Sharma (Anand) for their kind co-operation

and encouragement which help me in completion of this project.

I would like to express my special gratitude and thanks to dealers and customers of Videocon D2H & Other

brands for giving me such attention and time.

My thanks and appreciations also go to my colleague Avesh in developing the project and people who have willingly helped me & shown trust in me out with their

abilities.

AVINASH SINGH YADAV

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P.G.D.M 4th

SEM

EXECUTIVE SUMMARY

Videocon D2H is a well known company. It is an Indian company which always focused on maintaining the highest standards of excellence through quality, technology and innovation. Successfully adapting the best technology to suit Indian needs, and crafting it to improve the quality of life – as million of satisfied customers will agree.

As a part of my project I tried to analyse and explore the market potentials in Anand city, Gujarat surveyed all the market places of Anand city while doing the project. The Research Methodology adopted was in depth interview of dealer & shop owners with respect to the questionnaire so as to understand the market trend and brand performance.

The main objective of the research is to find out condition of Videocon D2H service in the market and to know about satisfaction level of dealers or retailers with the services which are provided to them.

Other objective is to analyze current scenario of the

market in consumer oriented sector and to know the main

competitors of Videocon D2H and the current position of

Videocon D2H in the market.

For these objectives I have conducted a survey of dealers in Anand. I have taken Sample size of 25 dealers/retailers.

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Objectives of the study

1) Videocon Product Scenerio Over Market Share & Understanding Consumer Preference.

2) Competitors Analysis and Understanding Their Strategies.

3) Product Segmentation in Market.

4) Product Positioning & Evaluation of Company’s Weakness.

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COMPANY PROFILE

HISTORY

About VideoconPage 8 of 63

Videocon Industries Limited is India-based company. “The Videocon Group emerges as a USD 5 Billion global conglomerate continuing to set trends in every sphere of its activities from conference room sized assembly line in 1979.”

Today the group operates through 4 key sectors:

Consumer Electronics and Home AppliancesVideocon Industries Limited manufacture, assemble and distribute a comprehensive range of consumer electronics, products and home appliances, including finished goods such as television, Home entertainment systems, refrigerators, Washing machines, Air Conditioners and other small household appliances and components such as glass shell(panels & funnels), compressors, motors etc.

Oil and GasIn the domestic oil & gas business, the Group has interests in exploration, prospecting and an intention to get into gas distribution. Beyond borders, Videocon is displaying considerable entrepreneurial flair by becoming active in bagging exploration and production in countries like Brazil, Mozambique, East Timor, Indonesia and Australia. This gives the Group hegemonic status in those countries along with the possibility of earning extraordinary profits.

Power BusinessThe Company is developing the Pipavav power project through a wholly- owned subsidiary of the Company, Pipavav Energy Private Limited. The Project is designed to have a capacity of 1200 MW and comprises two units of 600 MW each.The Company is also developing the Chhattisgarh power project through a wholly- owned subsidiary of the Company, Chhattisgarh Power Ventures Private Limited.

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The Chhattisgarh power project is designed to have a capacity of 1200 MW and comprises two units of 600 MW each.

TelecommunicationVideocon Group operates the GSM mobile services through Videocon Telecommunications Limited (VTL). VTL was granted a license by the Government of India to provide unified access services in the following 21 circles in India: Delhi, Mumbai, Tamil Nadu, Chennai, Kolkata, Maharashtra, Gujarat, Andhra Pradesh, Karnataka, Kerala, Haryana, Uttar Pradesh(West), Uttar Pradesh (East), Rajasthan, Madhya Pradesh, West Bengal, Himachal Pradesh, , Bihar, Orissa, Assam, North East, Jammu & Kashmir.

ManagementPage 10 of 63

CE & HA

DTH

Retail

Petroleum

BRAND BASKETS OF VIDEOCON

Energy

A company is made by its people; their ideals, their devotion and their accomplishments. We applaud the magnanimous people who have made Videocon what it is today.

Founding Father

Shri Nandlal Madhavlal Dhoot, the founder of the Videocon Group, completed his education from Ahmednagar and Pune. After a successful stint with sugarcane and cotton cultivation, he boldly ventured into importing machinery from Europe to set up the Gangapur Sakhar Karkhana (Sugar Mill) in 1955. Those were the times when the villages did not even have electricity. Thus, was unleashed an Industrial Revolution. The die was cast. Over the years, Nandlalji's path-breaking attitude found expression in a myraid ways, earning him the well-deserved reputation of The Pioneer of industrial activity in Marathwada, Maharashtra, India. In early 80's, Nandlalji introduced his three sons - Venugopal, Rajkumar and Pradipkumar into business.

Board of Directors Mr. Venugopal N. Dhoot Maj. Gen. S. C. N. Jatar Mr. A. G. Joshi Mr. Radhey Shyam Agarwal Mr. B. Ravindranath – Nominee IDBI Limited

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Vision and Mission

“To delight and deliver beyond expectation through ingenious strategy, intrepid entrepreneurship, improved technology, innovative products, insightful marketing and inspired thinking about the future.”

At Videocon, all our efforts are centred around the customer and his needs. We are committed to delight and deliver beyond what is expected. By focusing on the right means, we have been successful in building a robust and dependable Videocon Value Chain.

Ingenious Strategy Improved Technology Innovative Products Insightful Marketing Inspired Thinking

PromotersPage 12 of 63

Mr. Venugopal N. Dhoot

Mr. Rajkumar N. Dhoot

Mr. Pradipkumar Nandlal Dhoot

Mr. Anirudh Venugopal Dhoot, Director, Videocon Group

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Mr. Saurabh Dhoot

Achievements The group has 17 manufacturing sites in India and plants in China,

Poland, Italy and Mexico. Third largest picture tube manufacturer in the world. Annual turnover of 4 billion USD, making it the largest consumer

electronic and home appliance companies in India. Videocon is one of the largest CPT Glass manufacturers in the

world, operating in Mexico, Italy, Poland and China. On May 23, 2008, Videocon announced that it is studying an

invitation from General Electric (GE) to bid for its century-old appliances division which it has put up for sale.

VideoconPage 14 of 63

DIRECT HAICORRECT HAI

Videocon d2h is one of the largest Indian pay TV providers, providing direct broadcast satellite service—including satellite television, audio programming, and interactive television services to commercial and residential customers in India. It uses MPEG-4 with

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DVB S2 digital compression technology, transmitting using ST 2 satellite.

Videocon d2h is the DTH service provided by the Videocon Group. Videocon Group is an industrial conglomerate with interests all over the world, and is an Indian multinational company. The group has 17 manufacturing sites in India and plants in China, Poland, Italy and Mexico. It is also the third largest picture tube manufacturer in the world. The group is a USD 4 billion global conglomerate. Videocon d2h has been providing DTH services in India since its inception in Aug 2009.

Videocon d2h offered Satellite LCDs & TVs which were DTH enabled with sizes ranging from 19" to 32".

Videocon d2h's tagline initially was Direct Hai Correct Hai which was later changed to Digital DTH Service in Nov 2011.

As of May 2014, it offers 500 channels and services which include 28 Asli "HD" channels, 1 3D channel and 21 Active Music Services. In May 2011, it launched its HD Digital Video Recorder (DVR) box with 3D which could record live content. With the launch of its 3D Set Top Box (STB), Videocon d2h became the first DTH provider in India to offer a 3D compatible STB since none of the other DTH providers had a 3D compatible Box.

In January 2014 Videocon d2h has crossed 11 Millions Subscribers. Videocon D2h first DTH company in India which provide Radio Frequency technology remote for better and long range signal facility. They recently added 4 regional language HD channels i.e. Tamil & Telugu. Videocon D2h also launched new DVR 1000 GB which allows maximum recording facility.

Technical Information

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Videocon d2h has 10, 54 MHz transponders on Satellite ST-2. Videocon d2h is aligned at 88° East on the Clark Belt. Videocon d2h uses state-of-the-

art MPEG-4 technology, which permits high compression for video and DVB-S2 technology,

which allows more efficient transmission of satellite signals. For remote control, Videocon d2h uses a highly advanced Radio Frequency remote,

which also happens to be India's first radio frequency remote and comes with a plug in

earphone. Videocon d2h is also the first DTH provider in India to launch wireless headphones

for its Set-top box, which is compatible with all of its Set-top boxes.

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Organisational chart

ABOUT DTH INDUSTRY

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DTH stands for Direct-To-Home, It is a system that allows you to have a personal dish antenna how cable operators do, except it is smaller in size. This antenna can be fixed on your terrace and receives transmissions directly from a satellite & hence it is called as direct to home service. Direct to home is different in the way of size of the antenna require is much smaller, the city will have less wires from one building to other and have the flexibility of moving out without searching for new cable operators.

In earlier days there was only one TV channel in India the “Doordarshan” channel was owned and operate by government of India. In that era every home which had a TV set used to have its own antenna to capture the signals. The cable television ordinance law was passed in January 1995. This enabled cable operators to feed channels and later on private companies were allowed to air their own channels and this led to the explosive growth in number of TV channels and number of cable operators. The growth of TV channels & cable operators created a big industry and market opportunities.

Until few years back there were as many as 1.0 lakh cable operators across India, however the services provided by cable operators were poor. The strikes, increase in tariff plan, selective broadcast and poor services were major cause of dissatisfaction among the customers. This has created an opportunity for DTH, which serves an immediate threat to the high-end cable networks.

There is an immense opportunity for DTH in Indian market. The opportunity in India almost 11 times that in developed countries like the US and Europe. For every channel there is a scope for broadcasting it in at least ten different languages. So every channel multiplied by ten that is the kind of scope for DTH in the country.

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Marketing

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Market segmentation in DTH industry mainly concentrates on women who don’t like missing their daily soap and news more ever women are able to learn English speaking which is a very special feature of DTH.

DTH also concentrates on children also by providing them games, dictionary, some discovery videos specially inbuilt, Mathametics , Science and Social knowledge.

It also focuses on old people as it has updated videos of various holy and religious places.

It gives advertisements with their brand ambassadors which attract customers, door to door selling, on the phone selling, discount and offer sales, packages, etc.

HOW DOES IT WORK?A DTH network consists of a broadcasting centre, satellites, encoders,

multiplexers, modulators and DTH receivers.

A DTH service provider has to lease ku-band transponders from the

satellite. The encoder converts the audio, video and data signals. At

the user end, there will be a small dish.

STRUCTURE OF INDIAN DTH MARKET

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The structure of the DTH industry in India can be categorized as an “oligopoly”. The word oligopoly is derived from the Greek for new sell. An oligopoly is a market from in which a market or industry is dominated by small number of sellers. An OLIGOPOLY is a market dominated by a few large suppliers. The degree of market concentration is very high. Firms within an oligopoly produce branded product and there are also barriers to entry.

The key characteristics of oligopoly market are following:

Few larger suppliers dominate the market.

Independence between firms.

Each firm produces branded products.

Significance entry barriers into the market in the long run which allows firms to make supernormal profits.

Each industry is aware of the actions of the others.

Competitors

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Headquarter: Mumbai

Area served: India

Key people: Harit Nagpal (MD & CEO)

Parent: Tata Sons (70%) STAR India (20%)

Tata Sky is a direct broadcast satellite television provider in India, using MPEG-2 and MPEG-4 digital compression technology, transmitting using INSAT 4A satellite. Incorporated in 2004, Tata Sky is a Joint venture between the TATA Group and 21st Century FoxIt currently offers 268 SD channels, 24 HD channels and 1 3D VOD channel along with other many active services (as of June 2014). On 4th July 2014 it became the first DTH in India to broadcast Live FIFA World Cup 2014 First quarter final match in 4K UHD as a technological demonstration and expects to roll out 4K broadcast in 2015. Tata Sky had already entered into an agreement with French firm Technicolor to supply 4K Set Top Boxes from early 2015.

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Headquarters: Mumbai

Area served: India

Key people: Sunil Bharti MittalParent: Bharti AirtelAirtel digital TV is an Indian direct-broadcast satellite service provider owned and operated by Bharti Airtel. Its satellite service, launched in 2008, transmits digital satellite television and audio to households in India. It uses MPEG-4 digital compression with DVB-S2 technology, transmitting using the satellite SES-7 108.2°E.

As of 28 November 2014, Airtel digital TV has total 383 Channels and Services including 25 HD channels.

Its primary competitors are Dish TV, Tata Sky, Videocon d2h and cable television providers. It has a total subscriber base of 8.8 million as of 31 December 2013.

Founded: 2004

Key people: R. C. Venkateish (CEO)

Parent: Zee Network Enterprise (owned by Essel Group)

Dish TV (stylised as dishtv) is India’s largest Direct to Home (DTH) television operator in terms of the registered subscriber numbers. It is a division of Zee Network Enterprise (Essel Group Venture). It was ranked # 437 and # 5 on the list of media companies in Fortune India 500 roster of India's largest corporations in 2011. It uses MPEG-2 digital compression technology, transmitting using NSS-6 Satellite at 95.0. Dish TV's managing director and Head of Business is Jawahar Goel who is

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also the promoter of Essel Group and the President of the Indian Broadcasting Foundation. Zee Network incorporated Dishtv to modernise television (TV) viewing. It provides features such as Electronic Programme Guide (EPG), parental lock, games, 400+ channels and services, interactive TV and movies on demand.

As of 31 October 2012, Dish TV had about 13 million customers. Dish TV is Asia's largest satellite television provider.

Dish TV launched its high definition service, Dish truHD in 2010, with 1080i resolution and 5.1 surround sound support.

Founded: 2007

Headquarters: Chennai, Tamil Nadu, IndiaArea served: India

Key people: Kalanithi Maran (CHAIRMAN)

Parent: Sun Network Sun Direct Hyderabad 8520941444 (80%) Astro Group (20%) Sun Direct

Sun Direct is an Indian direct broadcast satellite service provider. Its satellite service, launched in 2007, transmits digital satellite television and audio to households in India. Sun Direct uses MPEG-4 digital compression Sun Direct technology, transmitting HD Channels on INSAT 4B Sun Direct Hyderabad 8520941444at 93.5°E and SD Channels on MEASAT-3 at 91.5°E.[2] It is the country's first MPEG-4 technology DTH service provider and the first Regional (TAMIL) HD Channels Provider.

It is the major DTH service provider in South India.

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Founded: 16 December 2004

Area served: India

Owners: Prasar Bharati & Ministry of Information and Broadcasting.

DD Free Dish(In Hindi दूरदर्श�न डीटीएच) (formerly DD Direct+, known colloquially as Doordarshan DTH)  is an Indian free-to-air digital direct-broadcast satellite television service owned and operated by the state-controlled public service broadcaster Prasar Bharati (Doordarshan).

It is the only free-to-air satellite television service in India. Insat4B satellite is used to broadcast 59 FTA Channels in Ku-Band. Dd free dish added new logo it's 3 transponder from October 29, 2014.

Core elements

1. Quality of Service:

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The most important thing that one looks for after a buying a commodity is the after sales service of the company to its customers. None can stay without watching television for a single day! All the DTH service providers offer a 24/7 customer care for you to manage packs or lodge any complaint. Most of the DTH providers now also provide online chat help during office hours.

2. Packaging:The next thing you need to check out before making your decision is that, if the channel package designed by the company suiting you or not? Many DTH providers promise to give you hundreds of channels in your pack but actually most of them are channels that no-one ever watches!

3. Pricing:Another important aspect is the price of the packages & the a-la-carte channels.

 4. HD Channels:If you are planning to buy an HD Set top box, then you must check how many true HD channels are available in a particular DTH platform?

WHAT D2H+ LOGO SYMBOLIZE

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The logo d2h+ denotes that we are committed to provide Direct TO Home services with few add ones.

The smiley represents 100% fun for the entire family. The bubble in the logo represents energy and a state of

unending flux. In the other words, a brand that constantly active and ahead of its time.

The additional bubble with the “+” sign suggests that the brand will always have something more to offer than the competitors in the market.

Competitive advantage of Videocon d2h

• Access to 85% of 40,000 retail points in CE space (Note: 80% of DTH has been sold through this channel).

• Access to the Next & Planet M network (will pro actively ensure proper display and communication as desired by our DTH service in the market).

• Widest after Sales Service network in the CE space, 5 million consumer contacts every year.

• Best positioned to leverage rapidly growing LCD TV sales.• Strong relations with content companies as group spend 40 Million USD

on. Media add spend and amongst top advertisers in the country every year.

• Only CE player in DTH space-– Leverage ecosystem.– Unique insight into how consumers use CE products.– Over 30 million products sold in the last five years.

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• Experience zone in all Next, Planet M and other key retailers.• IDTV (TV bundled with DTH hardware)

– No Extra Cost.– Unified remote.

Better form factor and simple product to understand especially for the larger part of the market.

Product Catalogue

Only for Rs.1620/-(Inclusive of installation and activation charges)

Features Mosaic (12 PIP) - Genre wise Favourites Multilingual Channel Guide Preview Screen (Full Guide) Info Bar Tickers Active Services - Direct Active (State, Channel & East)

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Only for Rs.2000/-

+ FREE 1 month HD access

(Inclusive of installation and activation charges)One time recording activation cost Rs 100(Free 3 months recording subscription)Monthly subscription cost from 4th month onwards is Rs 30 per month.

Features Unlimited Recording India's First Radio Frequency Remote (For DTH) Title/Time Based Recording Rewind/Forward (up to 64x) Pause Live TV Mark- Skip- Watch Auto Serial Recording

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Only for Rs.6990/-(Inclusive of installation and activation charges)

Features India's First 1000 GB Asli "HD" Recorder (Inbuilt Hard Disk) Up to 1550 hours of Recording Record 2 Channels Simultaneously Pause Live TV Auto Serial Recording Title / Time Based Recording Buffer Memory Recording (60/90/120 mins) Mark-Skip-Watch Slow Motion Rewind / Forward (upto 32x) Dual USB Ports

Why Videocon d2h?Page 31 of 63

Videocon d2h brings you India’s 1st real satellite television, via state of art satellites, which means you no longer have to tolerate all the hassles associated with Cable TV. Their interactive Direct to Home Services will be available through Satellite LCD, Satellite TV, Satellite DVD as well as a Set Top Box (STB).

Videocon is about to give some serious competition to the existing DTH providers in terms of price as they are planning to give away their Set Top Boxes in less than a thousand bucks making it the cheapest rate so far for any brand. The reason behind this could be that Videocon is perhaps getting their STBs manufactured in the country itself rather than importing them.

Videocon d2h will provide unique active services, multi lingual user interface, more movies on demand channels, radio channels, cross genre tickers and many more value added services.

With over 1,050 distributors and 75,000 retailers, Videocon is ensuring a strong sales network and has been recruiting sales and assist body through its media arm, Bharat Business Channel.

The group, made an announcement of Rs 1,000 cr. for the DTH venture earlier, made a soft launch of its

Videocon D2H' services in Macau in front of its 2,500 dealers, who where specially flown in there.

ACTIVE SERVICESPage 32 of 63

Get a 24 X 7 Darshan of various multi religious places. It provides novel features like maps & allows you to perform an interactive / online aarti on auspicious occasions.

Get your favourite recipes at the press of a button with Active Cooking. It features easy to cook recipes from master chefs across the country along with handy kitchen tips.

Receive various secrets on Active Fitness & Yoga.

Get insights on exotic travel locations & make your travel plans with ticketing, accommodation.

Research methodologyPage 33 of 63

Research:

Research refers to the systematic method consisting of enunciating the problem, formulating a hypothesis, collecting the facts or data, analysing the facts and reaching certain conclusions either in the form of solution(s) towards the concerned problem or in the generalisations for some theoretical formulation.

Research methodology is a way to systematically solve the research problem with the help of all those methods/techniques that are used for conduction of research.

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

favourite 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 COVEREDAnand, Gujarat.

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DATA COLLECTION PROCEDURE :

1. Calculate the display share of the Videocon product in every shop which comes under the Anand 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.

SAMPLING TECHNIQUES :

Sampling procedure consists of three sequential steps :

Sampling unit:

“Who is to be interviewed”- sampling unit refers to the target population to be interviewed. In this research it was the dealers and retailers who were to be interviewed.

Sample frame:

It is the data base of the dealers/retailers that was provided by the company.

Sample size:

The total sample size selected was 25-30 dealers or retailers.

Number of customers- 50

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RESEARCH APPROACH:Survey method was adopted in order to collect the primary data required for the Study.

RESEARCH INSTRUMENT:Questionnaire was designed with open-end and close-end questions. The questionnaire was designed in such a manner so as to cater to all the areas and aspects of the study.

DATA ANALYSIS AND INTERPRETATION

REASONS FOR OPTING CABLE SERVICES

Reasons from customer No.

Not interested in DTH 07Satisfy with cable 10

Using cable from before 12Response from TATA SKY 06

No more use 13Cable vender is relative 06

No use 15More channel 03

Not interested due children 20Easily availability 16

Uncertain problem in DTH 15Less rate of cable 09High rate of cable 25

Signal problem in DTH 10

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REASONS FOR OPTING DTH SERVICES

Reasons from customers No.Clarity 10

Digital signal 08Personnel connection 17

More Facilities 20Digital sound 05

Program on demand 30Student perspective 12

More families 10No light problem from centre 25

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DTH COMPARISON CHART

QUALITY TATA SKY

AIRTEL VIDEOCON D2H

DISH TV RELIANCE

Service 9 8 7 7 6Economic

al7 8 9 8 7

Quality of Packages

8 8 9 7 8

Number of

Channels7 8 9 9 7

Number of

Regional Channels

7 9 9 8 6

Audio/Video

Quality9 9 8 9 9

HD Channels 8 9 10 7 7

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Performance in bad weather

5 5 3 5 5

TOTAL(Out of 80)

60 64 64 60 55

POP (POINT OF PURCHASE)

DISPLAY UNITS

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SWOT Analysis

Strength 1. The Videocon brand name which has a strong legacy.2. 440+ channels available for the customer.3. Most number of ASLI HD channels.4. Good branding and marketing through TVCs and print ad campaigns involving celebrities.

5. Direct to home connection services apart from offering good customer support services.

Weakness 1. Late entrant in the market hence limited market share.

2. Has not been able to penetrate

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as much as some of the other competitors.

Opportunity 1.  Changing tastes of the consumers who are ready to accept wide variety of channels which can be tapped.2. Increasing purchasing power parity.3. Increase of awareness of 3d so as it is first mover in this 3d segment.

Threats 1.  Heavy competition from the competitors. 2. Price sensitive customers.3. Govt regulations which lead to digitization of cable which increases the quality of the existing cable networks leading to completion as it is provided at cheaper price.

Competition

CompetitorsDisc TVTata skyReliance Big TV

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34%

27%

20%

14% 5%

SELLING/ PCSTATA SKY DISH T.V. VIDEOCON BIG T.V. AIRTEL SUN T.V.

Overview For Dealer

Profit margin

20%

40%

30%

10%

videocon d2htata sky dish tv digital tv

Perception about Videocon D2H

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75

25

very goodgood

FOR CUSTOMERS

Which one is better?

155

20

25

35dish tvbig tv tata skydigital tvvideocon d2h

Type of Subscription

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5 515

75

yearly half yearlyquaterlymonthly

Analysis of Data

• Tata sky and Dish TV both are establish brands and there is a good demand in the market that’s why they are not providing margin compare to Digital TV and Videocon d2h.

• Distribution channel is not that much good but due to number of dealers are more that’s why people easily get the information about the product.

• The regular communication between dealer and company is necessary but due to loose distribution many dealers responded that Videocon executives visit rarely, due to this communication gap occurs on festive times.

• 90% market of ANAND region is held by top 3 players viz. Disc TV, TATA Sky and Reliance Big TV.

• Most of the consumers like Tata sky advertisement.

• In this region most of the customers subscribe to the monthly packages.

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Marketing Strategies of Videocon D2H

Creating a social media strategy map for a DTH provider is a tricky job and any clarity on how a DTH service provider should use social media has not been achieved. This could, probably, be the reason why the leading providers like Tata Sky and Airtel Digital TV are not present on social media in any big way.

Videocon D2H has taken a less-travelled path by being present on social media. But that does not pass for a strategy. Apart from announcing entertainment and sports news with some other news dotted once in a long while, there appears to be very little in the DTH provider’s social media plan. It has used twitter, to some extent, to solve customers’ problem, about which I’ll talk below.

The DTH Company has, though, included a customer support form in a tab on Facebook, which has been made prominent on the page. This is a wise move and promoting it in various posts should have made this effort even more fruitful.

Despite all the things that the DTH service provider is not doing, it has succeeded in creating some decent per-post

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engagement, as you can see in the following image. The brand should have gained more if it had executed a proper social media plan. One of the elements of which should have been a series of recurring posts spread across timeline talking about various aspects of its services, and answering common questions.

Segment Digital TV services

Target Group Households looking for TV channels

PositioningHigh quality service as it is direct to

home connection

Audience Analysis of Videocon D2H

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DTH, as a category, appeals to everyone in a family across age and gender divide. The category is geared more towards the quality of services offered and less towards any specific age-group or gender, so it should be expected that the brand will have fans and followers from all age groups, as is the case

represented by the following image.

Key Finding

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By calculating the display share I found that in most of store Videocon product availability 50-60%

By the actual monthly sale of particular store I came to know the capacity of the store and how much product can they sale.

I also came to know while visiting the shop that there was big problem of after sale service.

Many dealers were facing the problem of after sale service because there is no follow up calls from Videocon.

Demo installation process & team working properly or not.

My experience

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Doing a great opportunity to practically understand and experiencing the marketing field. I express my deep sense of gratitude to Videocon D2H for giving me this opportunity and for providing platform to undergo training and get the valuable knowledge of D2H industry.

Videocon D2H project was totally a marketing project hence it helped me to practically understand the operations and processes in D2H services.

The company helped to understand various schemes. The company also helped to understand every step of their

competitors in the market. During the survey it is observed that the real problem faced by

the customers. Meeting different people in various segment, interviewing with

them and actual user helped to learn the basics of the D2H industry.

During the survey I came to know the real competition between the major players of D2H industry. It helped to understand the future of D2H industry with its opportunity and threats.

Limitations

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In spite of working under the banner of such a magnificent company and also under the guidance of highly matured, capable, and understanding people certain constraints do played the role of hindrance in the way of accomplishing the assigned task. I would definitely like to share those aspects too.

Analysis was done on the presumption that the information collected from the respondents was true and correct.

Lack of established distributor in Anand, so had difficulty in getting good response from retailers.

Sample size is restricted to 20-25 in retailers whereas 50 in customers.

Area of respective study is too wide.

Limited time was there to complete the whole study.

Sometimes faced problem regarding language, as of not having full command in local language.

Recommendations

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Create an effective advertisement with an influential punch line.

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 PROVIDE time to time promotional display units (POP) on retail shops.

Combination of various national channels with regional channels.

D2H & BIG TV provides the free news channels

for the student like current news, share

market, game, and world news so mention it.

Active participation required by the side of

distributor towards dealers/retailers.

Activities Exhibition

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Exhibiton held in handicraft trade fair, organised behind big bazaar, Anand

Sponsored by United Sales Agency.

OBJECTIVES

To create awareness relating new schemes, packages and on-going services.

To Increase on-going sale and providing information to dealers related to the distributor.

To get the figure about the enquiries done by the customer.

To get the feedback from customer regarding their perception and image about Videocon D2H.

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CONCLUSION

The study investigates the major reasons behind the cancellation of services by the customers. The major findings are:-

The customers are dissatisfied with service provider because of the poor after sales services, network issues related to distribution of proper displays, communication gap and established distributor.

The main reasons for cancellation of the services were: NO well established Distributor, customer’s service, recharge complaints and sudden fluctuations in prices shows the negative impression to the company.

Disc TV and Tata Sky etc. are the major competitors of Videocon D2H here and they are providing the quality services in relation to distribution, scheme awareness programme etc which Videocon D2H is lacking to provide and these services are the major needs of the DEALERS AND CUSTOMERS.

This will give an insight into the customer problems, they have to settle at the earliest, which will help to expand its market and improve the image.

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References and bibliography

Books

Title: Research Methodology: methods & techniques

Author: C.R. Kothari (2nd edition)

Publisher: New age international, 2011

Title: Marketing Management

Author: Philip Kotler

Publisher: Pearson Education, India.

Title: Services Marketing: People, technology, strategy (6th edition)

Author: Christopher lovelock

Publisher: Pearson Education, Inc.

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Websites

http://www.videocon.com/. http://www.videocond2h.com/.

http://en.wikipedia.org/. http://google.com./.

http://www.slideshare.net/

http://airteldigitaltv.com/.

http://disctv.com/.

http://tatasky.com/.

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Questionnaire

Consumer tv viewing preferenceName: Age/sex:

Email ID: Occupation:

Mobile no.: City:

1) How many TVs do you have at home? Kindly specify television brand:

One

Two

Three

More than 3

2) What type of television are you planning to buy? Which brand:

LCD

LED

Smart TV

CRT

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3) Through what mode do you watch television? Local cable-analogue

DTH Service-Digital set top box

Digital set top box of local cable operator

IPTV

Internet

4) What is the most important factor for selecting a mode to watch television?

Cost of set top box

Monthly expense

Installation time

Quality of service & after sales

Number of channels provided

5) Have you heard about direct to home (DTH) services? Which brands from the below are you aware of? You can tick multiple options.

Tata sky

Airtel digital TV

Videocon d2h

Sun direct

Reliance digital TV

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6) Have you experienced/purchased any DTH services? If yes, which one? ____________

7) Have you heard of Videocon d2h? yes/no

8) Where have you heard of Videocon d2h? TV ad

Newspaper ad

Digital/internet sites

Retail stores

Any other, specify______

9)What do you like about Videocon d2h? Total no. of channels provided

No. of asli HD channels provided

Set top box aesthetics

Reasonable pricing

Installation & after sale service

On air user experience

Any other reason, specify_______

Any suggestions you may have for Videocon d2h?

______________________________________________

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