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Perception of

consumer & dealers

on

Videocon

d2h

A project

undertaken at

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Videocon

Industries ltd75-76, Saket Mall Bye Pass Road,

Agra

SUBMITTED TO:

SUBMITTED BY:

Mr. Amit Jain VarunKatara

Marketing Manager BBA (V

sem)

Videocon Industries ltd. RATM

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ACKNOWLEDGEMENT

An undertaking of this type is a result of contribution received from a

number of people. Never can this report be claimed as my individual

effort. No amount of words written will be sufficient and adequate to

acknowledge all the people who have provided me with the

inspiration, guidance and help during the preparation of the project.

Therefore I extend my deep sense of gratitude towards them.

I am extremely grateful to Mr. Amit Jain, (marketing manager), who

always supported me during my summer training. I am also thankful

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to all other head of departments of company for their kinds

cooperation who always helped me in proving the required

information whenever needed.

Finally I Regret that it is not possible to list all those who helped me

to make this project possible. I pay my thanks and regard to all of

them who are directly or indirectly involved in me for this project.

Varun Katara

Rajiv

Academy for

Technology &

Management

PREFACE

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Industry exposure is the most crucial part of the

management studies in which a student is able to

synchronize his technical knowledge with practical

knowledge gained in the any of the organization.

I chose the project title D2H a New Beginning in Videocon

Industries Limited, Agra which is a great learning

experience.

I hope that the words of projects will communicate the actual

of experienced gained with subtlety and precision, which is

unapproachable, by any other means.

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Anybody can do a work but very few can excel it and they

are said to be repository of expertise skills of that work

CORPORATE PROFILE

Videocon Industries Limited is one of the biggest business conglomerates in

India. In 1979 Late Mr. Nandlal Madhavrao Dhoot started this business with

great vision. His vision reflects his ideology for business

Videocon founder Late Mr. Nanadlal M Dhoot

Vision And Mission

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To delight and deliver beyond expectation through ingenious

strategy, intrepid entrepreneurship, improved technology, innovative

products, insightful marketing and inspired thinking about the future.We can feel this vision while working with the Videocon also. This group is

working very aggressively under the guidance of current Chairman Mr.

Venugopal Nandlal Dhoot & Vice chairman and Chief executive Officer Mr. K R

Kim. This group has good presence in various sector but consumer durables is

its major business.

To increase the existing market share the company has launched its consumer

retail chain DIGI World in major cities of India. There is availability of five major

brands of Videocon Group. These all brands have good image in the mind of

the consumers. These megastores have got good starting. There are almost 16

shops have been launched so for. Mr. K R Kim, CEO of Videocon Group has told

in an interview they are focusing on almost 200 shops all around in India.

These megastores give a lot of boost to the existing networks of distributors,

direct dealers and sub dealers. These stores mainly exist in major cities like

Mumbai, Delhi, Gurgaon and Ghaziabad etc.

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There are many reasons to open these megastores. As the company is

adopting aggressive marketing plan for increasing sales so they are focusing on

many dimension of marketing. Among them is increasing brand visibility, for

increasing this they are working to do so. DIGI World is one of the initiatives

taken by the new CEO Mr. K R Kim. There are several stapes have been taken

from this former CEO of LG. During his tenure in LG this man has made

miracles.

COMPANY OPERATION

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Videocon is the biggest Indian company. In consumer durables field this

company has great reputation in market and among customers. Other two

major players LG and Samsung are Korean player that rock entire Asia by their

technology.But in India, Videocon not only give them strong challenge but also

holding the 2nd position

in this sector.

Now Videocon group is unfolding its wings to fly in the sky of the globe. For

this they are entering in the different segment also.

The Videocon group emerges as a USD 2.5 Billion global conglomerate

continuing to set trends in every sphere of its activities from a conference

room sized assembly line in 1979.

Today the group operates through 4 key sectors

Consumer Electronics, Home Appliances & Compressor

manufacturing in India

We enjoy a pre-eminent position in terms of sales and customer

satisfaction in many of our consumer products like Color Televisions,

Washing Machines, Air Conditioners, Refrigerators, Microwave

ovens and many other home appliances, selling them through a Multi-

Brand strategy with the largest sales and service network in India.

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Refrigerator manufacturing is further supported by our in house

compressor manufacturing technology in Bangalore.

Display industry and its components

With the Thomson acquisition Videocon has emerged as one of the

largest Color Picture Tube manufacturers in the world operating in

Mexico, Italy, Poland and China, continuing to lead through new

innovative technologies like slim CPT, extra slim CPT and High

Definition 16:9 format CPT.

Color Picture Tube Glass

Videocon is one of the largest CPT Glass manufacturers in the world with a high

level of experience and technical expertise operating through Poland and India.

Videocon will leverage on this synergy after the Thomson acquisition to

internally source glass for its CPT manufacturing increasing efficiencies and

lowering costs.

Oil and Gas

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An important asset for the group is its Ravva oil field with one of the lowest

operating costs in the world producing 50,000 barrels of oil per day. The group

has ambitious plans for expansion in this sector globally.

Brand Basket

Tie-ups with Global Leaders

Partner Product Nature Of Tie-Up

Samsung Electronics Fly Back

Transformers,

Tuners

Technical Support

Matsushita Electric Washing Machine Technical * Collaboration

Matsushita Electric Air Conditioner Design & Drawing

Matsushita Electric Refrigerator Design & Drawing

Sansui Electric Co. Ltd Audio Products

and Colour TV

ODM for Indian Market

Techneglas Glass Shell Technical Collaboration

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Akai Audio Products

and Colour TV

ODM for Indian Market

Hyundai Colour TV ODM for Indian Market

Electrolux AB Sweden Refrigerator,

Air Conditioner and

Washing Machine

1.ODM & Indian Market

2.Sourcing of components

for Global Market

3.ODM for Global market

HISTORY & MILESTONES

This is started in 1979 but it curved it shape in 1987 by starting manufacturing

of color Television and Washing Machine. These two products made major

impact on Indian consumers. Gradually Videocon became the brand of India.

After that Videocon never looked back and in year 1989 they launched Home

Theater System and Air Conditioner for India. There were only very few player

in that market like Philips, BPL, Crown, and Bush etc but among them Videocon

successfully made his position.

In year 1991 they started manufacturing of Refrigerators and Air coolers. Till

then Videocon Washing Machine became important product in Indian market.

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In Videocon there was sea change came in year 1995, when they decided

about manufacturing of CRT shell. From here Videocon made a significant

change in its policy. They focused on the manufacturing of components which

could generates more revenues and help them to keep their product cost low.

In year 1996 they entered in the field of the small home appliances, they

started production of mixer and juicer, dice washer, iron, toaster.

First time after its inception Videocon diverse its business and selected a new

field of energy by entering into the business of Oil and Gas.

In 1998 they started manufacturing of compressor and compressor motor

which help them to reduce cost of the refrigerators and air conditioners.

One of the major achievements comes into the history of the Videocon when

they took over Philips India plant. Here Videocon made a significant impact on

the Indian corporate.

This was time when Videocon wanted spread its wing for global business by

acquiring Thomson color picture tube business in year 2006. In the same year

they took over Electrolux three plants.

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MANAGEMENT OF THE ORGANISATION

Mr. Venugopal Nandlal Dhoot is the current Chairman of the company. Under

his leadership Videocon is increasing its height of business. Mr. K R Kim is Chief

Executive Officer of its consumer durable business. There is a Board of

Directors in Videocon that keeps the company on the path of success. Name of

the directors are following

Mr. Venugopal N Dhoot

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Mr. Pradeepkumar N Dhoot

Mr. K C Srivastava

Mr. Kuldeep Kumar Drabu

Mr. Satyapal Talwar

Mr. S Padmanabhan

Maj. Gen. S C N Jatar

Mr. Arun L Bongirwar

Mr. Didier Trutt (Nominee - Thomson S.A)

Mr. Johan G Fant (Nominee - AB Electrolux (Publ) )

Mr. B Ravindranath (Nominee - IDBI Limited)

Mr. Ajay Saraf (Nominee - ICICI Bank Limited)

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STRUCTURE OF THE ORGANISATION

As they are in many businesses with multiple brands so they have adopted

MATRIX STRUCTURE. For each and every department they have clear

guidelines. Job responsibilities are quite clear. All the employees are

accountable for their job. In this organization rule regulation are pre defined

and flexible. E.g. In all branches all over India there is a Branch Marketing

Manager, he/she has to report two bosses one Branch Operation Head and

Regional Marketing Manager for his all activities.

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FUNCTIONAL AREAS

As any other company this company has many functions each and every

function is very important for the organization. Major functional areas are

followings

Financials Functions

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In this they practice all the function of the finance. But major are followings

Control over all cash inflows and outflows.

Taxation

Tight control over miscellaneous expanses

Marketing Function

In this they practice every possible thing which develop and build the image of

the company. Major activities are followings

Branding

Advertisement

Marketing Intelligence

About Competitors

About dealers, sub dealers and distributors

Measuring impact of the marketing activities like

Road shows

Canopies

Canter Activities

Dangler hanging, Postering and In-shopping

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Advertisement in print & electronic media

Taking feedback of the dealers and distributors about advertisements

Design new marketing ideas to create awareness and image building

Production And Operation

In this area they use only one slogan

Reduce cost, gain market but never compromise with quality

Major functions are followings

Control over inventories (not more than 3days)

Reduce wastage

As this company is eco friendly, so they practice it in their production

line also.

Energy efficiency

Use non conventional energy sources also (solar and wind energy)

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Information Technology

Now information is the business, this line is in practice in Videocon. They

provide best possible information facility to their employee. They have

their own intranet network inside the organization. They have vgmail.in.

It gives employee to work from house and give direct contact to the

head office. Company provides enough facility to its employees to work

inside and outside of the organization. These facilities make them

efficient and faster to work proper and within given time. For all other

information they have Videoconworld .com also. It is the biggest source

of information for internal and external customers. This site does not

only give the proper information about the company but also give

information about industry as well as. They have trend analysis of the

industry which gives the visitors more satisfy to visit the site.

Human Resource

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As this company is stiff challenge from their competitors so they are

focusing to recruit people with passion of work for organization and they

must have combination of creativity and knowledge of how to

implement plan properly.

Selection of right kind of people for right kind of job

Training

Creating positive atmosphere for work

Enrich employee efficiency for productivity

Rate employee for their performance

Time to time development program for employee

Others

There are few more functional areas also which are supporting other major

functional areas.

Logistic

This company has many MOD agreements with Sansui, Electrolux, Kenstar,

Kelvinator and AKAI. There is complexity for logistic department. They are

responsible for dispatching all goods on time. They are very important for the

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company and its logistic policy. Its Integrated Logistic Policy for all the products

and all brands is very useful. Their few rules are following

1. Delivery of all orders within 24 hours2. All products should be delivered in proper condition3. There must not be any mismatch in delivered and ordered goods4. Defective good must be taken back to official warehouse

Quality Management Initiative

This company follows ISO 9001 as its quality tools as they are work in very

competitive environment so there is very less chance of error. By

implementing ISO standards they are able to reduce the cost of its product to

give competition to its competitors. They never forget that safety and health

concern about its employees. So they can work in such atmosphere which

enhances their productivity.

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VIDEOCON IN CONSUMER DURABLES

CEO Mr. K R Kim

Videocon is major Brand in Consumer durables in India. Under the leadership

of CEO Mr. K R Kim, company has reached at the 2nd

position in Indian market.

The company is started its operation in year 1979 with consumer durables

business. Slowly and gradually this company gets 2

nd

position in Indian

consumer durables market. There were several players in the market like

Philips, Bush, Crown, Uptron, Kelvinator, BPL, Sony etc. After 1992, there were

many foreign players entered in Indian market like Samsung, Canon, LG, Sanyo,

Electrolux, Thomson, Panasonic, Sansui, Akai, Toshiba etc. These foreign

players uprooted all the Indian players but not Videocon. With the continuous

R&D, Quality, large dealer Network and after sales service make a strong place

for Videocon among Indian customer.

Later Videocon has created not only its brand but also support few brands also.

They signed MOD (Marketing Operation and Distribution) Agreement with

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Electrolux AB, Sansui, Akai, Hyundai, Toshiba etc. They not only support these

brands but help them to grow in Indian market. Presently there are six major

brands in the basket of Videocon.

1. Videocon2. Electrolux3. Kelvinator4. Sansui5. Akai6. KenstarAll these six are very strong brands they not only give competition to LG,

Samsung etc but each other also. These brands do well in Indian market as

well as in global market also. Few brands are even brands with superior

technology but Videocon treats them as their own brands. There are

following detail of the brands.

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VIDEOCON GROUP LOGO LOGIC

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( Old Logo ) ( New Logo )

Videocon Group, the Rs 5,000-crore conglomerate, has embraced a new brand

identity. The brand has shed its solid steel 'V' for a more fluid, lava like 'V',

coupled with a new proposition 'Experience change'. Prior to this, the brand

has banked on other propositions, such as 'Technology for health and

pleasure', 'Bring Home the Leader', 'New Improved Life', 'The Indian

Multinational', 'Whatever role life gives you, play it big', as well as the most

recent one, 'Eco Logic for sustainable life'. The company unveiled its new

tagline recently, at an event promoting the 2009 chapter of the IIFA awards.

The new logo was unveiled in San Francisco, by the Videocon brand

ambassador Shah Rukh Khan.

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INDUSTRY

ANALYSIS

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ON

DIRECT TO

HOME (DTH)

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CONTENTS

Chapter

1.Introduction2.Product lines and consumer behavior3.Growth of the industry4.

Technology of production and distribution

5.Marketing6.Innovation7.Strategies and competition in the industry8.Critical success factors

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Appendices

Chapter-

1

Introduction

Overview of the Industry

The history of Indian television dates back to the launch of doordarshan,

Indias national TV network in 1959. The transmission was in black & white.

The 9th

Asian games which were held in 1982 in the countrys 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.

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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 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. Countrys 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 byobserving 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 Indians disposable

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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 Indians like capital DTH, digital cables, IPTV are suddenly

finding presence in the countrys journals.

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 MSOs

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 LCOs 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 Asias largest DTH by 2010 and be the Asias 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 FTAchannels and 12 All India Radio Channels.

Dish TV of ZEE group. Tata Sky joined venture between Tata and Rupert Murdochs Sky TV. Sun direct of Sun Network.

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BIG TV of Reliance Anil Dhirubhai Ambani group. Airtel digital TV of Bharati telemedia 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 divisionof 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.

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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.

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.

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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 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.

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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: 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

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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 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 DirectSun Direct is a DTH satellite television provider in India, using MPEG-4 digital

compression technology, transmitting using INSAT 4B at 93.5E. 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.

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Sun Direct uses the latest MPEG-4 based technology to increase broadcast

capacity.

Sun Direct provide next-generation services in fast-growing and emergingmarkets quickly and efficiently. Sun Direct selected Oracle based on its

convergent multi-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 91.5east. 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 channelsand 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.

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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 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

Indias 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.

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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 74E

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

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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 TVs DVDs along with the new set

top box. This is 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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Chapter-

2

Product Lines And Consumer Behavior

Range of products

Set-Top-Box. Head-Antenna. Cable DVD Remote LCD TV/PLASMA TV/CATHODE RAY TV/LED TV

Product description

SET-TOP-BOX:

The set top box comprises of the MPEG-2 OR MPEG-4 with DVB2 technology.

Head-antenna:

Antenna which receives signals directly from satellites,

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Cable:

Cable connects antenna to the set up box

DVD:

One of the recent entrants into DTH industry is vediocon. This came with set

top box with DVD

ACCESS CARD:

The access card is another important thing in the set top box setup

Where the access card will receive the signals directly from satellite trough

head top antenna

LCD TV:

Some companies are offering the whole set of LCD TV with DTH connection

Ant in the case of cathode ray tubes and in case of PLASMA

Remote:

A compactable remote for both SET UP BOX and TV is used in operating both

TV and Set top box.

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Complimentary Goods

LCD TV, DVD, CT TV, Cables, plus box, Ups, Home theaters, sound box, plastic

and paper which are used for recharge cards.

Substitutes

Local Cable Operators, Inter-Net which is bringing many facilities like live TV

channels, along with the net browsing, Theaters, radio stations, I pods.

Chapter-

3

Growth Of The Industry

Rate of Growth

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The DTH service market in India has emerged as one of the most lucrative

markets which have successfully resisted the impacts of the current economic

slowdown. The slowdown has certainly proved a boon for the Indian DTH

industry as people have now started to cut on their entertainment expenditure

and instead of viewing movies at theatres, they are preferring to stay at home

with their television sets.

With the Indian economy growing at a GDP growth rate of 7.4%, there is a

sense of growth prevailing every where. The average Indians disposable

income and purchasing has risen to never before levels. The industry is

anticipated to add nearly 5 Lakh subscribers per month during 2009 and the

numbers are forecasted to surge further at a CAGR of around 30% through

2012, "Indian DTH Market Forecast to 2012". 20% annual growth is being

witnessed in the DTH sector in India with over 8.5 million households having

digital pay-TV.

A report attributes that the anticipated growth to the efforts of DTH industry

players who are all trying to lure viewers by cutting down prices as well as

offering perks even though it translates into loss of Rs 1,600-2,000 on each

new subscriber acquired by them. They have started to offer a number of

value-added services such as 'movie on demand', live recording of TV content,

matrimonial match-making, etc.

Pattern of Growth

The big game is all about shaping up grandiose plans to master the winning

rules to garner as much portion of the Indian DTH pie as possible by a handful

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of players. Since the DTH space denotes big value, akin to the space occupied

by television and telephony, inter-firm rivalries have thrown up price wars,

discount schemes, procurement of transponders, ambitious targets for

improving 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.

The pattern of growth is very difficult to determine because a business cycle

takes place in long term. But this industry is having very short period for

making or observing a business cycle.

The analysis that can be made is though the economic cycles is not continues

and it was in boom then when the industry started and now just the economy

is in recovering stage from the recession. Interesting factor is that all the

industries are hit seriously buy the rescission but DTH industry has reported

growth continuously but only it has slowdown the rate of its growth. Now the

industry is growing at 20% for every annum.

Growth Determinants

Demand constraints and SCAR are the factors which effects the growth of the

industry. Growth determinant and high TV sales increase the chance for more

sales of set top box which will effect the growth. When the facilities of the

products increase it acts as a growth determinant.

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The entertainment channels and the news channels players increase the

growth to opt the DTH. Some of the DTH players are bringing innovative plans

like live shopping, broad band, and etc will act as growth determinants.

Chapter-

4

Technology Of Production And

Distribution

Cost Structure

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The costs incurred by the DTH players is mainly on its technology, satellite dish,

set top box accessory cards, Ku band transponders in the satellites, customer

premise equipment(CPE). The launch of satellites is another huge cost which

the DTH plays shares the transponders. And it costs them much than any thing.

Another cost incurred is on operating cost.

Economies of Scale

Economies of scale may be utilized by any size firm expanding its scale of

operation. The common ones are purchasing (bulk buying of materials through

long-term contracts), managerial (increasing the specialization of managers),

financial (obtaining lower-interest charges when borrowing from banks and

having access to a greater range of financial instruments), and marketing

(spreading the cost of advertising over a greater range of output in media

markets).

Cost Advantages

1] Direct customer relationship.

2] Better storage

3] Extensive use of resources.

4] Availability of labour at cheap rates

Economies of Scope

An economic theory stating that the average total cost of production decreases

as a result of increasing the number of different goods produced.

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Often, as the number of products promoted is increased and the DTH players

used, more people can be reached with each rupee spent. These efficiencies

do not last, however; at some point, additional advertising expenditure on new

products will start to be less effective (an example of diseconomies of scope).

If a sales force is selling several products they can often do so more efficiently

than if they are selling only one product. The cost of their travel time is

distributed over a greater revenue base, so cost efficiency improves.

There can also be synergies between products such that offering a complete

range of products gives the consumer a more desirable product offering than a

single product would. Economies of scope can also operate through

distribution efficiencies. It can be more efficient to ship a range of products to

any given location than to ship a single type of product to that location.

Value added

Many players are using this DTH as the basis and giving many value added

services to the customers. Some of the players are giving best valued services

to the customers like Airtel gives live-news, home shopping, live gaming, broad

band, horoscope, radio, and etc. Tata sky is giving recording for more than 4

hours, and came with a differential strategy of Tata sky+ with other facilities.

Big TV is giving live with Big movies, Dish TV is giving live TV on the wheels, and

many other value additions.

Logistics

Logistics is still a nascent and fragmented industry in India. It is estimated that

while outsourced logistics accounts for 54% of total logistics spending in India,

organized players have only 10% of the pie.

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DTH industry follows a good logistics which is as similar to the logistics which

are used buy automobile industry, for the effective management of the DTH

industry.

Labour

Labours are included in every activity of the business, most of the people

working are not daily labours, they are employed and paid monthly in the form

of salary. DTH requires skilled labor like management executives,

administrators, software engineers, sales executives and attorneys.

Chapter-

5

Marketing

Market segmentation, marketing strategies, marketing practices and

marketing concepts specific to the industry

Indian TV channel broadcast 15.7-mn advertisement every year, which totals

to 362-mn seconds of TV advertisement every year. India currently has over

400 channels.

TV viewer ship has declined by 5% since 2001. TV broadcasters are expected

to go hike in advertisement rate this year by 16-18%. Market segmentation in

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DTH industry mainly concentrates on women who dont 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,

maths, science and social knowledge. It also focuses on old people as it has

updated videos of various holy and religious places.

DTH uses different marketing strategies for promotion and sales of its product.

It gives advertisements with their brand ambassadors which attract customers,

door to door selling, on the phone selling, discount and offer sales, packages,

etc

Marketing practices is a continuous process as the competition keeps

increasing among the players in the industry. Each player is investing lots of

money in promoting there brands. Many players are making advertisement

with movie actor and actress as brand ambassadors for their products because

DTH is mainly considered with entertainment.

Some of the companies like Tata sky is having Super Star Amir khan as brand

ambassador and Airtel is having many film stars like kareena kapoor,

A.R.Rehaman, saif ali khan, etc. Dish TV is also having Super Star Sharuk khan

as the brand ambassador.

Sun direct also uses southern actress for their brand promotion. Marketing

practices are the decisions taken by the manufacturing company to increase

sales, expand themselves into many areas etc. Successful marketing practices

bring sale up, while unsuccessful marketing practices have no impact on sale or

negatively impact sale.Marketing concepts specific to the industry is primarily

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targeted at a niche segment who buy the TV sets from the electronic retail

chains.

Chapter-

6

Innovation

Types of innovation, concepts of innovation relevant to the industry, source of

innovation, rate of innovation and economies of scale.

The concept of innovation in DTH industry is INCREMENTAL innovation; every

thing that is done is due to constant research of many marketing and analysts

to bring many innovations to the existing products in the DTH industry.

Incremental innovation is the apt innovation which is suitable and all the DTH

players are concentrating up on.

This innovation makes the business to grow continuously and brings

advantages to the customers using the products and the service.

There are many sources of innovation for this industry as mentioned in the

above, the technology and the people are the main sources for the innovation.

Customers opinions and their needs can be served by providing a service

which is matching to their needs and requirements. In this days every

company setups its own R&D in its own company with very intelligent people

for meeting the expectation op the customer.

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Digital TV, the DTH service from Airtel, has announced Indias first skin

integration innovation on its EPG screen in partnership with Yahoo. Yahoo

takes forward its latest brand campaign YOU in this first of its kind

partnership where an online portal will use DTH as a medium to promote itself.

The Electronic Programming Guide screen on Airtel digital TV is now

completely integrated with Yahoo Indias homepage. Customers will find a

message Fill your home page with all the things that make YOU when they log

onto to the EPG screen. A prompting Red Button will take them to a

dedicated landing page that elaborates the offerings on Yahoo Indias new

home page. The YOU campaign enables users to customized the home page

as per their liking and empowers them with the choice to integrate social

applications such as Facebook with their Yahoo homepage. This whole idea

was conceived by NetworkPlay, right from design elements to execution and

thanks to Mindshare for buying into the idea and flawlessly helping people

execute it.

Tata Teleservices Limited has announced a technological breakthrougha

first-of-its-kind innovation in India with the launch of TATA Photon TV, a new

application that allows Tata Photon Plus subscribers to watch live television

channels on their laptops while on the move, and on their personal computers

at home and in the office. The Photon TV service is exclusively available to

Photon Plus users. With its growing popularity, Photon Plus has caught the

admiration of millions of users across the country, with its high-speed data

access capabilities and the ease of mobility.

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TATA Photon TV is a personal computer- and laptop-based video-streaming

application, which allows Tata Photon Plus users to view live TV feed from

various sports, news, entertainment and regional channels, and to watch

recorded TV shows from the library (viz Coffee with Karan, Zoom, Pogo, etc),

movies, music and videos on demand.

Internet Browsing charges will be charged as per your Photon+ tariff plan and

it would be applicable while viewing Photon TV. These charges would be over

and above the subscription charges for the Photon TV. (approximate data

usage is 1-2MB per Min).

Rate of innovation in this sector is growing at a faster rate in the recent years

where as it is not very impressive before this period. The reason for this is the

fair competition between the all players in this DTH industry. It led to the

development of new products in this sector which also led to the

diversification of products as there is abolition of entry of foreign industries

into Indian industries initially. It also made the industries in this sector to

establish their own R&D departments for successful product innovations like

Airtel Live, Vediocon d2h.

The brand loyalty for each and every company is very high, so there is no need

of lot of costs to be pored in marketing and promotion of the service and

product.

Every function that is performed by the players is a well planned and executed

properly.

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So in all the areas those players are using the expertise people in the industry

and performing operations in DTH industry very economically.

Chapter-7

Strategies And Competition In The

Industry

Competitors, Strategies used in the industry, Porters generic strategies model,

porters five forces model and analysis using it, element of industry structure,

porters value chain model analysis, swot analysis, concept of generic value

chain, concept of growth share market matrix, company position .

Competitors

Every company has its own goal, every company wants to achieve and full fill

its goals, many companies like the big players in the industry wants to grab

most of the market share. Some of the companies want to achieve 10million

customer base by 2010 they are Dish TV, Tata sky, Sun direct, BIG TV etc.

The industrys objective is to achieve 60million customers buy 2012 i.e.,

nearly 50% of the present existing customers.

Strategies used in the industry

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Technology transfer is one of strategy used in the industry and it is existence

for a long time. In recent decades, concerted effort has been made to exploit

the existing technology to a larger extent by transfer of technology, to

generate greater economic impetus. It provides opportunity to generate larger

returns on the investments made in R&D. Its importance lies in its ability to

stimulate and strengthen the innovation process.

Porters generic strategies model

Generic strategies were used initially in the early 1980s, and seem to be even

more popular today. They outline the three main strategic options open to

organization that wish to achieve a sustainable competitive advantage.

The generic strategies are: 1. Cost leadership, 2. Differentiation, and 3. Focus

1. Cost leadership

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In the case of media products, means they should be offered at a price lower

than their competitors but with as good benefits, or, the unique benefits the

media products offer can over-offset the premium.

2. Differentiation

Differentiation in DTH refers to when a organization provides unique benefits to the

users through product innovation. This is to increase the probability of the media users

to choose the product. A media organization with a target user loyalty can

concentrate more on how to fully meet the target users needs rather than on

product cost saving.

3. Focus

Focus strategy is also known as a 'niche' strategy. The clutter of ads has now

spilled out on the number of channel availability due to which people are spoilt

for choice. Thus Niche channels are the only way to maintain viewer loyalty.

TATA Photon plus is more niche oriented.

SWOT Analysis

STRENGHT

Growing number of player and competitive advantage.

Supply creates its own demand.

Brand name

Service and flexibility.

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WEAKNESS

Skilled labour

Satellite technology

Signals

Viewer migration.

Uncertainty in viewer ship.

OPPORTUNITY

Technology

Distribution

Innovation

Value adding

THREAT

Economic downturn.

Climate

Radio

Cinema halls

Broad casting of channels

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New entrants

Porters five force model

The five forces which one must consider to analyze any industry are the rivalry

between the firms within the industry being analyzed, the bargaining power of

buyers, the bargaining power of suppliers, the threat of substitute products or

services, and the threat of new entrants (also known as barriers to entry). They

are also shown in the diagram below. Initially propounded by Harvard Business

School Professor Michael Porter, the Five Forces framework has been accepted

as a strategic framework which one can apply to analyze any industry.

Threat of substitutes

DTH gives stiff competition from the terrestrial, cable & IPTV. As per the

industry estimates, there are 130 million TV homes of which 71 million are
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served by cable and around 6 million served by DTH with the remaining taken

by terrestrial transmission. As IPTV is a new entrant there is not much data on

its subscriber base.

Bargaining power of suppliers

DTH industry relies on three major suppliers. Customer premise equipment

(CPE)

Comparing of the satellite Dish, Set Top Box with the necessary Access Card,

the Ku band transponders are obtaining satellites and content. With India set

to overtake Japan as Asias largest DTH by next year, the bargaining power of

India DTH operators with CPE suppliers have been steadily increasing.

Bargaining power of buyers

With enough operations to choose both from the point of alternate mediums

like cable, IPTV and terrestrial broadcast and from the point of increasing DTH

operators, the consumer is at his will to decide. Customers will continue to

have a high bargaining power until DTH platforms try to differentiate them as

superior players with better content and clarity.

Rivalry among existing firms

With 3 operational players and 4 players in the queue, inter firm rivalry is quite

high.

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The competition from state owned DD-Direct to private players in negligible

from the content point of view as the number of channels offered by DD-Direct

is very limited. However, DD-Direct does not change any monthly subscription

charges. Between Dish TV is Tata Sky there is an intense rivalry exhibited by

price war and discount schemes offered to new connections. Being the first

mover, dish TV had price advantage in both the STB offers superiors DVD

quality Video to its advanced STB.

While Dish TV is planning to spend Rs. 850crs over the next 3 years, the rival

TataSky is willing to spend Rr.2000crs over the medium term. The companies

have also set ambitious targets with Dish TV aiming to reach 5 million

subscribers in the next 18 to 20 months while Tata sky aiming to reach

8million subscribers in the next 18 to 20 months while Tata sky aiming for 8

million subscribers by 2012.

Threat of new entrants

With already 7 players space in the DTH space, threat of new entrants is low.

There is already enough competition which will discourage new firms to enter

this business. While getting a licensee is relatively easy, the barriers to entry

are high when it comes to pricing of CPE and getting the required transponder.

There is a definite, first mover advantage.

Analysis of the Industry using Porters value chain model

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Porters value chain analysis is considered with the value analysis of the several

functions of the DTH industry, it makes to understand the importance of this

model to develop and add on value to the present features of the industry and

its functioning.

Value analysis says that an effective logistics should be undertaken to

commencement of the business in cost effective way. The most the cost

effective, the more value is added to the process. It is noting but proper or

optimal use of the resources present and using the technology. This value

addition is not only in the logistics, it should be carried in all areas of the

management, production, distribution and etc. Thus DTH industry can increase

its value addition to the customers and the features and of industry.

Concept of growth share matrix (BCG model)

The BCG GROWTH SHARE MATRIX is a portfolio planning model developed by

Bruce Henderson of the Boston Consulting Group in the early 1970's. It is

based on the observation that a company's business units can be classified into

four categories based on combinations of market growth and market share

relative to the largest competitor, hence the name growth share.

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Under the BCG GROWTH-SHARE MATRIX, as an industry matures and its

growth rate declines, a business unit will become either a cash cow or a dog,

determined solely by whether it had become the market leader during the

period of high growth. While originally developed as a model for resource

allocation among the various business units in a corporation, the growth-share

matrix also can be used for resource allocation among products within a single

business unit.

In the DTH industry when the market share is obtained then it is automatically

treated as the market leader, and also it needs maximum market share to

extent, when the market is not in incremental state then the growth rate of

the industry will retain. Again this industry follows all the variables in the all

areas till the both will come into normal level.

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Chapter-8

Critical Success Factors

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Appendices

MEDIUM 2008

TV 40.7

PRESS 46.9

RADIO 3.2

CINEMA 0.7

OUTDOOR6.8

INTERNET 1.7

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GROWTH RATE OF ADVERTISEMENT REVENUE IN DIFFERENT MEDIUM:

Medium Year of growth in 2008(%)

TV 22

Press 18

Radio 40

Cinema 50

Outdoor 14

Internet 45

Total 20

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Indian TV channel broadcast 15.7-mn advertisement every year, which totals

to 362-mn seconds of TV advertisement every year. India currently has over

400 channels.

TV viewer ship has declined by 5% since 2001. TV broadcasters are expected

to go hike in advertisement rate this year by 16-18%.

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MARKETSURVEY AND

MARKET

RESEARCH

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How many dealersare dealing with

Videocon d2h ?

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Yes 55

No 45

55%

45%

Market share

yes

no

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Would you be

interested in dealing

with Videocon D2H ?

Yes 65%

No 35%

MayBe

0%

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Which of the following

brands is the first

choice of the customer

?

0

10

20

30

40

50

60

70

yes no may be

Series1

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Videocon

d2h05%

Tata Sky 70%

Dish Tv 10%

Airtel Digital

Tv

15%

Series1

Series20

20

40

60

80

Videocon

d2hTata Sky

Dish TvAirtel

Digital Tv

Series1

Series2

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brands do you think

has the best margin ?

Videocon d2h 05%Tata Sky 40%

Dish Tv 40%

Airtel Digital

Tv

15%

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Which of the followingbrands has the best

after sales service ?

0 10 20 30 40

Videocon d2h

Tata Sky

Dish Tv

Airted Digital Tv

Series2

Series1

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Videocon d2h 0%

Tata Sky 70%

Dish Tv 05%

Airtel Digital

Tv

25%

0

10

20

30

40

50

60

70

Videocon

d2h

Tata Sky Dish Tv Airtel Digital

TV

Series2

Series1

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brands do you think

has the best name in

DTH service ?

Videocon d2h 0%

Tata Sky 74%

Dish Tv 04%

Airtel Digital

Tv

22%

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What is the perception

about the brand

videocon D2H ?

Series1

Series20

0.2

0.4

0.6

0.8

Videocon d2hTata Sky

Dish TvAirtel Digital

Tv

0%

74%

4%22%

Chart Title

Series1 Series2

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Very Good 0%

Good 50%

Average 30%

Below

Average

20%

0000

0

50

30

20

Market Share

Very Good Good Average Below Average

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brands gives you the

most sales volume in

DTH service ?

Videocon d2h 20%

Tata Sky 30%

Dish Tv 20%

Airtel Digital

Tv

30%

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Having a good brand

value in home

appliances &

electronics / and best

0

5

10

15

20

25

30

35

Videocon d2h Tata Sky Dish Tv Airtel Digital Tv

Series1

Series2

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aesthetics in satellite

TVs , to what extant

Videocon d2h will be

accepted by the

customer ?Very Good 0%

Good 45%

Average 20%

Below

Average

35%

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Is recording featurerequired for customer

?

0

5

10

15

20

25

30

35

40

45

50


Series2

Series1

Yes 15%

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Series1

0

10

20

30

40

50

60

70

Yes NoMay Be

Series1

No 70%

May Be15%

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Feedback of customer

about brands?

Videocon D2H

Very Good 0%

Good 50%

Average 30%

Below

Average

20%

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Tata Sky

Very Good 90%

0

10

20

30

40

50

60


Series2

Series1

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Good 10%

Average 0%

Below

Average

0%

Very Good

Good

Average

Below Average

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Dish Tv

Very Good 20%

Good 75%

Average 5%

Below

Average

0%

Series1

Series20

10

20

3040

50

60

70

80

Very GoodGood

AverageBelow

Average

Series1

Series2

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90/100

Airtel Digital Tv

Very Good 60%

Good 30%

Average 10%

Below

Average

0%

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Objectives ofSummer Training

0

10

20

30

40

50

60

70


Series2

Series1

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~ To make students aware of market where

exactly

They have to work (real work situation).

~ To create awareness in the students about

their

Strength & weakness.~ To take actual feel of the environment in

which

Students have to survey

~ To observe actual challenges they have to

face in

Future in their stream they are adoting

for(specil

Isation).

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RECOMMENDATIONN

& SUGGESTIONS

a) Videocon holds good value in homeappliances in market thus it gives positive

result in DTH also.

b) Videocon d2h should improve its aftersales service so that`s it can hold its

potential customer & attract more.

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c)Proper advertisement require to createmore awareness in market & customer.

d) Proper addressability is required forthe product.

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BIBLOGRAPHY

As we are on end of the project report so in

completion the project report following references

are considered

a)www.google.comb)www.wikepedia.comc)www.yahoo.comd)www.videocon.come)www.videocond2h.com
http://www.wikepedia.com/http://www.wikepedia.com/http://www.yahoo.com/http://www.videocon.com/http://www.videocon.com/http://www.videocond2h.com/http://www.videocond2h.com/http://www.videocond2h.com/http://www.videocon.com/http://www.yahoo.com/http://www.wikepedia.com/

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Details about Dealers

~ Name of the Dealer :- ...

~ Address/ Contact no :-...

...

~ Monthly Turnover :-..

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Dealing in brands :-

Videocon D2H

Tata Sky

Dish TV

Airtel Digital TV

~ Mode of purchage :- a) Direct ..

b) From distributer ..

Questionnaire for Dealer

~ Are you dealing with Videocon D2H ?

1) Yes2) No

~ Would you be interested in dealing with Videocon D2H ?

1) Yes2) No3)

May be

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~ Which of the following brands is the first choice of the customer ?

1) Videocon D2H2) Tata Sky3) Dish TV4) Airtel Digital TV

~ Which of the following brands do you think has the best margin ?

1) Videocon D2H

2) Tata Sky

3) Dish TV

4) Airtel Digital TV

~ Which of the following brands has the best after sales service ?

1)

Videocon D2H2) Tata Sky3) Dish TV4) Airtel Digital TV

~ Which of the following brands do you think has the best name in DTHservice ?


~ What is the perception about the brand videocon D2H ?

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1) Very Good2) Good3) Average4) Below Average

~ Which of the following brands gives you the most sales volume in DTHservice ?


~ Having a good brand value in home appliances & electronics / and bestaesthetics in satellite TV`s, to what extant Videocon d2h will be accepted by

the customer ?

1) Yes2) No3) May be~ Is recording feature required for customer ?

1) Yes2) No3) May be

~ Feedback of customer about brand ?

Videocon D2H


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Tata Sky


Dish TV


Airtel Digital TV


Documents

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