SUMMER TRAINING PROJECT REPORT ON

A STUDY OF THE FACTORS EFFECTING SALES OF

VIDEOCON D2H WITH EMPHASIS ON MARKETING MIX
AND COMPETITOR ANALYSIS

(East Delhi Region)

Prepared For

SUBMITTED TO: SUBMITTED BY:

Mr. Siddharth Brimania Suman Singh

Regional Manager PGDM 1st Year
North & East India INMANTEC Business School
Videocon D2H

1
 Summer Training project report
submitted

In

Partial Fulfillment of the Requirements for the Award of

Post Graduate Diploma in Management (Recognized by
AICTE, Ministry of HRD, Govt. of India)

By

Suman Singh

PG-13-034

2013-2015 Batch

Integrated Academy of Management and

Technology
Ghaziabad

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 DECLARATION

I Ms Suman Singh hereby declare that the dissertation entitled A STUDY OF THE FACTORS
AFFECTING SALES OF VIDEOCON D2H WITH EMPHASIS ON MARKETING MIX AND COMPETITOR

ANALYSIS is the record of authentic work carried out by me in partial fulfilling of the
requirements for the award of the degree of PGDM in MARKETING to INMANTEC B-
School and has not been submitted earlier to any university or institute for the award of any
degree/diploma etc.

Suman Singh
PG-13-034
(Marketing)

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 ACKNOWLEDGEMENTS

In this project report I have made an honest and dedicated attempt to make the research material
as authentic as it could and I earnestly hope that it will provide workable information and
knowledge to any person reading it. During this small time frame of two months in which the
project reached its completion I had been fortunate enough to get support from a large number of
people. I shall always be grateful to them without their help the project would have never seen
the light of day.

I would like to thank my internal guide Prof. Mohit Dhawan for his timely response via e-mail
& personal meeting which immensely helped in giving the project the initial direction it needed.

I would like to thank my external guide Mr. Siddharth Brimania(Revenue and Retention
Manager) I would also like to thank Mr.Aman Dada(Circle Lead Marketing) and Mr.
Shobhit Sharma(Area Sales Manager)for giving me the privilege of working under them and
giving me their valuable time, advice, support and guiding me through the completion of my
project. I would also like to give a special thanks to Mr. Sachin Kumar who provided me this
wonderful opportunity for my summer internship.

I dedicate this project to the dealers of East Delhi region who were extremely kind and who at
times went out of the way to help me. Without their co-operation it would have not been possible
to complete my research which I did within the stipulated time frame.

Suman Singh

PG-13-034

(Marketing)

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 TABLE OF CONTENTS

1. Introduction 7
1.1. History 8
1.2. BBCL 14
1.3. DTH Industry overview 16-22
1.4. About Videocon D2H 23-25

2. Literature Review 26

3. Research Objectives 27

4. Data collection procedure 28

5. Research Methodology 29

5.1. Research Design 29

5.2. Sampling and Sample Size 29

5.3. Data Analysis Techniques 29

5.4 Limitations of the Study 30

6. Data Analysis and Interpretation 31-51

7. Findings of the Study 52

8. Recommendations 53

9. POP display 54-55

9. Learning from the project 56

10. Conclusion 57

References 58

Annexure 59-63

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 EXECUTIVE SUMMARY
Videocon is a well-known company. It is an Indian company which always focused on
maintaining the highest international standards of excellence through quality, technology and
innovation. For over a decade now, Videocon has been bringing the latest and very best in
Consumer Electronics and Home Appliances. Every human being is changing time to time
according to the changing trends in every days life. The biggest changes occurred in consumer
products, new and innovative technology has used to satisfy the consumers. In this content the
study is taken up with the various DTH services which have considerable share in the market.
This paper reveals the customer satisfaction & brand preference towards DTH services. The
study is focused on the Five kinds of DTH services namely, Airtel DTH, TATA Sky, Dish TV,
Videocon DTH, Big TV. The present study reveals that the majority of the respondents prefer to
buy VIDEOCON D2H because of its best picture quality, reasonable price, various kinds of
packages and more channels. So the DTH service providers must pay attention on Customer
Service, picture quality, reasonable price rather than other factors to make their business more
successful and satisfy the consumers. Over the last seven years, the direct-to-home (DTH)
satellite industry has come on strongly worldwide. It has grown from a niche delivery
mechanism into a mainstream business.

I was given the task for market analysis in which I had to visit dealers of consumer electronics,
Home appliances, Mobility, cable hardware etc. and tell them about the products by VIDEOCON
DTH. The offered products are SD Digital Set Top Box, HD Digital Set Top Box and HD Digital
Video Recorder.

As a management trainee my work was to note down the problems the dealers are facing who are
selling Videocon D2H products. My major work was to promote or pitch the features & facilities
provided by the company to the dealers who are not selling VIDEOCON D2H and convince
them for selling the products.

The uphill task was to find out the potential dealers who have interest in selling the VIDEOCON
D2H products as well as support for increasing the sales, so that the company assumes them for
selling D2H or as a future prospect for selling the D2H.

The company Videocon D2H is doing marketing research /analysis so that they can get good
response and business because more market analysis give more accurate and quantitative result
by which the company can take effective decision for making the profitable business with
satisfied customers.

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 INTRODUCTION
Videocon Industries Limited is one of the biggest business conglomerates in India Videocon was
founded in the year 1979 in Aurangabad Maharashtra. The founder of the company was Mr.
Nanadlal Madhaval Dhoot. The headquarter of Videocon is in Aurangabad Maharashtra,
India.The areas served by the company is consumer electronics, home appliances, retail, oil &
gas, power/solar, telecom, DTH, mobile handsets and infrastructure development. The current
CEO & MD of Videocon is Mr.Venugopal Dhoot.

In 1979 Late Mr. NandlalMadhavraoDhoot started this business with great vision. His vision
reflects his ideology for business.Shri NandlalMadhavlalDhoot, the founder of the Videocon
Group,completed his education in Ahmednagar and Pune.He was a successful sugarcane and
cotton cultivator. For vertical integration of business, he boldly took upon an entrepreneurial
venture by importing machinery from Europe to set up the GangapurSakharKarkhana (Sugar
Mill) in 1955. Those were the times when the village did not even have electricity. Thus was
unleashed an Industrial Revolution. Nandlalji's path-breaking attitude found expression in a
myriad ways, earning him the well-deserved reputation of industrial activity in Marathwada
India. In early 80's Nandlalji initiated his three sons - Venugopal, Rajkumar and Pradeep into
business. Through a technical tie up with Toshiba Corporation of Japan, he launched India's first
world-class color Television: Videocon.

The three brothers had a vision (In Early 80s) of manufacturing Color Televisions in India. A tie
up with Japanese Multinational Company Toshiba was decided upon with a new Company of the
Dhoot brothers called VIDEOCON on 4th Sep 1986.The company was having the similar tie-up
for Appliances with National Panasonic.

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 HISTORY
Videocon is an industrial conglomerate with interest all over the world and based in India. The
group has 17 manufacturing sites in India and plants in China, Poland, Italy & Mexico.

It is an Indian multinational with interests in consumer electronics, home appliances, colour

picture tube glass and oil & gas. Actually Videocon began its trust with destiny in 1979 from a
conference room-sized assembly line. But, it was founded in 1987 by Late Nandla lMadhavla
lDhoot. He completed his education in Ahmednagar and Pune. He was a successful sugarcane
and cotton cultivator. As a next logical step to vertical integration, He boldly took upon an
entrepreneurial venture by importing machinery from Europe to set up the Gangapur, Sakhar,
karkhana (sugar mill) in 1955.Those were days when the village did not even have electricity. He
thus unleashed a mini industrial revolution. 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.

At that time it used to manufacture TV and washing machine.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 its position.In year 1991 they started manufacturing of
Refrigerators and Air coolers. Till then Videocon Washing Machine became important product in
Indian market. 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. Produce. Planet M is owned
by Videocon through its retail arm, Next.Videocon enjoys leadership position in consumer
products like ColourTelevisions,Washing Machines,Air Conditioners, Refrigerators, Microwave
ovens and numerous other home appliances. COLOUR PICTURE TUBE MANUFACTURING
AND LCDs :

8
Videocon holds the third position among the largest colour picture tube manufacturers in the
world. They occupy 21% of the Indian market with only LG and Samsung leading the foray with
40% and 38%. the scope of business in the areas of LCDs and plasmas is well understood by the
chairman Mr. V. N. Dhoot, thus Videocon has recently diversified into the same.

In the manufacturing of LCDs the glass panels required are a major cost and as Videocon
manufacturs such panels (with production equal to 19 million glass panels per annum) it
becomes very easy for it to manufacture LCDs at lower costs. . Moreover the government grants
a 25% subsidiary to LCD manufacturers.

The acquisition of Thomson and Electrolux was also a major step for an Indian company, As not
many Indian companies are able to acquire foreign firms with half the ease. Now Thompson
holds a 15% stake (for an investment of Rs. 2686.8 Cr) and electrolux holds a 5% stake in the
firm.

Videocon grew its manufacturing business by taking advantage of policy-friendly locations.

Aurangabad, for instance, is classified under Zone 'D' under the Special Industrial Development
Zones Scheme. The Aurangabad factory allows an exemption till 2017, This, over the years,
works out to a tax benefit of 135 per cent on investment. Eleven of our 12 factories in nine states
are based on exemptions past and present. Seventy per cent of our sales come from locations that
are exempt from sales tax. this way, Videocon saves around Rs 200 crore in taxes every year.

OIL & NATURAL GAS

An important asset for the group is its Ravva oil field on the cost of andra Pradesh with one of
the lowest operating costs in the world producing 50,000 barrels of oil per day. The firm has also
started operations in oman.

CONSUMER DURABLES
In India the group sells consumer products like Colour 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. Videocon
Group brands include Akai, Electrolux, Hyundai, Kelvinator, Kenstar, Kenwood, Next, Planet M,
Sansui, Toshibha, Philips (TV Products) etc.
Their recent venture has been in mobile phones and telecommunication services and in DTH
services known as D2H.

FINANCIALS
It is listed in the BSE as 511389. The Videocon group has an annual turnover of US $4.1 billion
and a Net income of US $276 million, making it one of the largest consumer electronic and home
appliance companies in India.

In the quarter ending Dec 09, Videocon had sales of 11886 Cr, compared to a sales of 12172 Cr
in 2007-08. Thus the company encountered a 2.35% loss in sales last year majorly due to the
recession. Its PAT (profit after tax) for Dec 09 was 1098 Cr as compared to last years profit of

9
706 Cr. This showed a drastic increase in profits upto 55.57% since the last year. Moreover the
NFA (net fixed assets) increased by 1731.57% over the last year and became 9074 Cr. And the
market capitalization stood at 5389 Cr.

SOCIAL INITIATIVES
Videocon understands that giving back to the society is as important as making profits. The
chairman Mr.Dhoot belives that one must give back to the society in such ways that the benefits
gained out of such charity are long lasting and not short lived. The charity must also help in
furthering the economic development of the country. Thus instead of huge monetary donations
Videocon has built schools and hospitals with world class facilities which cater to the under
privileged.

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PRODUCT MIX

Videocon has a wide array of products ranging from consumer durables, home appliances and
components. These are mentioned below:

Consumer Durables
Mobile phones
CRT TV
Plasma TV
LCD TV
Home entertainment systems
Audio/video products

Home appliances
Washing machines
D2H
AC
Air coolers
Mixers toaster
Iron
Microwave
Vacuum cleaners
Water purifiers
Refrigerators

Displays
Plasma panel
CPT
LCD panel

Components
Glass
Panels
Funnels
Compressors
Plastic
Motors
Mouldings
Packaging

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They have their manufacturing facilities in the following countries

Manufacturing Facilities

INDIA (7) CHINA (2) ITALY MEXICO POLAND OMAN

Figure in bracket indicate the number of manufacturing facilities in that country.

Introduction to Bharat Business Channel Limited (BBCL):

Videocon Group has launched Direct To Home services & Mobile Handsets in India
under the banner of BBCL (Bharat Business Channel Limited) with brand name of
Videocon d2h.
B
D
T
B
H
C
L
-

D
2
H

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BRAND BASKETS OF VIDEOCON

13
 BHARAT BUSINESS CHANNEL LIMITED

BBCL is a new and separate company that has been floated for this purpose by the Videocon
promoters. D2H is the brand name under which the service is offered

DTH in India,with players like Dish TV, Tata Sky, Reliance and Bharti ise a low ARPU (average
revenue per user) high volume game.

It was established for expanding the DTH market and distribution network which will provide
the pipeline for mop up to one million subscribers in the first year.

It also launched Mobile Handsets in India under the banner of BBCL (Bharat Business Channel
Limited) with brand name of Videocon with DTH service.

DTH

DTH stands for Direct To Home

DTH is defined as the reception of satellite programs with a personal dish in an individual
home.

DTH is the direct mode of transmission between Broadcaster and Subscriber through
satellite.

Why DTH?

Digital quality Picture & Sound

Un-interrupted Viewing

Reaches Remote Areas

Pay only for Channels of your choice

Interactive Features (Pay Per View Movies, Interactive News, Games etc.)

Excellent Service Support

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Maximum reach-A reflector might be of interest to people living in areas that do not have cable
TV network

Satellite TV offers a wider program range than cable

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.

15
 DTH INDUSTRY OVERVIEW

In earlier days there was only one TV channel in India the Doordarshan channel Doordarshan
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. DTH services were first proposed in India in 1996. But they did not pass approval
because there were concerns over national security and a cultural invasion. In 1997, the
government even imposed a ban when the Rupert Murdoch-owned Indian Sky Broadcasting
(ISkyB) was about to launch its DTH services in India. Finally in 2000, DTH was allowed. The
new policy required all operators to set up earth stations in India within 12 months of getting a
license. DTH licenses in India cost $2.14 million and will be valid for 10 years. The companies
offering DTH service will have to have an Indian chief and foreign equity has been capped at 49
per cent. Today, broadcasters believe that the market is ripe for DTH. The prices of the dish and
the set- top box have come down significantly. Overall investments required in putting up a DTH
infrastructure has dropped and customers are also reaping the benefits of more attractive tariffs.
The major thing that DTH operators are betting on is that the service is coming at a time when
the government is pushing for CAS (conditional access system), which will make cable
television more expensive, narrowing the tariff gap between DTH and cable. Some of the
features of DTH service are as following:

DTH offers better quality picture than Cable TV.

DTH can reach remote areas where terrestrial transmission and cable TV have failed to
penetrate
DTH has also allows for interactive TV services such as movie-on-demand, Internet
access, video conferencing and e-mail.

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There is an immense opportunity for DTH in India an market. The opportunity in India almost 11
times that in developed countries like the US an 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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 CURRENT SCENARIO

Currently, the Indian DTH market is being served by six private players - Dish TV, Tata Sky, Sun
Direct, Big TV, Airtel Digital TV and Videocon D2H. For the purpose of research, we have not
included Doordarshan which is a free DTH service provider. Dish TV is the largest DTH
provider with a subscriber base of around 5 million, Tata Sky, a DTH joint-venture Company
between Star (owned by Rupert Murdoch) and the Tata Group (20:80), now has around 3.4
million connections and the forecast for 2012 is that it will further increase to eight million, Sun
Direct, the 80:20 JV between the Marin family and the Astor Group of Malaysia, over 2.3
million, Big TV about 1.2 million and Airtel Digital TV about 0.3 million subscribers (Source:
Business Standard, May 1, 2009).According to sources, DD Direct Plus has a subscriber base of
about 3-4 million subscribers, mostly in the remote corners of the country not connected by
terrestrial or cable television. DTH operations in India could be enhanced if the dearth of satellite
capacity is removed by increasing the number of available Ku-band transponders that at present
is 12 on Inset 4A, which in turn would mean more channels for viewing. Tax burdens on DTH
are another area of complaint for operators. Around 40 per cent of revenues are siphoned off to
pay taxes and license fee and another 12 per cent for services imposed by the Central
government. Apart from this, there are entertainment taxes that differ from state to state.DTH
stands for Direct to Home which is a direct mode of transmission between Broadcasterand
Subscriber through satellite.Broadcast centre collects the signals from different programming
sources (like Sony, Zee, and Star). It processes the Signals and beams it to the Satellite.
(16.1)The first commercial DTH service, Sky Television plc (now BskyB), was launched in
1989. Sky TV started as a four-channel free-to-air analogue service on the Astra 1A satellite,
serving the United Kingdom and Republic of Ireland. By 1991, Sky had changed to a conditional
access pay model, and launched a digital service, Sky Digital, in 1998, with analogue
transmission ceasing in 2001. Since the DTH nomenclature is rarely used in the UK or Ireland,
the popularity of Sky's service has caused the terms "minidish" and "digi box" to be applied to
products other than Sky's hardware. BskyB is controlled by News Corporation.PrimeStar began
transmitting an analog service to North America in 1991, and was joined by DirecTV Group's
DirecTV, in 1994. At the time, DirecTV's introduction was the most successful consumer
electronics debut in American history. Although PrimeStar transitioned to a digital system in
1994, it was ultimately unable to compete with DirecTV, which required a smaller satellite dish
and could deliver more programming. DirecTV eventually purchased PrimeStar in 1999 and
migrated all PrimeStar subscribers to DirecTV equipment. In 2003, News Corporation purchased
a controlling interest in DirecTV's parent company, Hughes Electronics, and renamed the
company DirecTV Group. In 1996, EchoStar's Dish Network went online in the United States
and, as DirecTV's primary competitor, achieved similar success. Alpha Star also launched but

18
soon went under.Dominion Video Satellite Inc.'s Sky Angel also went online in the United States
in 1996 with its DTH service geared toward the faith and family market. It has sincegrown from
six to 36 TV and radio channels of family entertainment, Christian-inspirational programming
and 24-hour news. Dominion, under its former corporate name Video Satellite Systems Inc., was
actually the second from among the first nine companies to apply to the FCC for a high-power
DTH license in 1981 and is the sole surviving DBS pioneer from that first round of forward-
thinking applicants. Sky Angel, although a separate and independent DTH service, uses the
satellites, transmission facilities, & receiving equipment used for Dish Network through an
agreement with EchoStar. Because of this, Sky Angel subscribers also have the option of
subscribing to Dish Network's channels as we

CURRENT PLAYERS

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DD DIRECT+
Doordarshan is the public television broadcaster of India and a division of PrasarBharati, a
publiccservicebroadcaster 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.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.

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 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 uses NSS-6 to broadcast its programmes. NSS-6 was launched on 17 December, 2002
by European-based satellite provider, New Skies. Dish TV hopped on to NSS-6 from an INSAT
satellite in July 2004. The change in the satellite was to increase the channel offering as NSS 6
offered more transponder capacity.

TATA SKY
Tata Sky is a DTH satellite television provider in India, using MPEG-2 digital compression
technology, transmitting using INSAT 4A at 83.0. Tata sky is incorporated in 2004. Tata Sky is a
JV between the TATA Group and STAR. Tata Sky DTH endeavors to offer Indian viewers a
world-class television viewing experience through its satellite television service. 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. Tata Sky joins an international group of DTH
businesses that includes platforms as far apart as the UK and Italy in Europe, and Mexico and
Brazil in Latin America. Tata Sky Ltd is the First Indian DTH provider to be awarded the ISO
27001:2005 accreditation, the ultimate benchmark for information security. 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

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BRAND for the year 2009-2010 by an independent and voluntary council of experts known as
Super brands Council. It is the only Indian DTH to have won this distinction.

SUN DIRECT
Sun Direct is a DTH satellite television provider in India, using MPEG-4 digital compression
technology, transmitting using INSAT 4B at 93.5E. 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 result a lack of transponders, delaying the launch. The service was finally launched on
December 2007 after availability of transponders from INSAT 4CR. Because of the lowest
pricing of any DTH in India Sun Direct spread rapidly all over the country. On December Sun
Direct was launched in Mumbai and announced its pan India launch. By 2009 it became leading
DTH provider with 3 million subscribers. This makes it 4th largest DTH service provider of
India. In April 2009 Sun Direct officially launched its High-Definition service in India. Sun
Direct uses the latest MPEG-4 based technology to increase broadcast capacity. Sun Direct
provide next-generation services in fast-growing and emerging markets quickly and efficiently.

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. BIG TV started operations from 19 August 2008 with the slogan
"TV ho Tho BIG Ho" It is the first Pan-India DTH provider that uses MPEG-4 for broadcasting.
There are also plans to introduce services like i-Stock, i-News and other such interactive services
in the future. Reliance BIG TV'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.

AIRTEL DIGITAL TV
Bharti Airtel Limited is the flagship company of Bharti Enterprises and is Indias largest
integrated and the first private telecom servicesprovider with a footprint in all the 23 telecom
circles. 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

21
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.

VIDEOCON D2H
Videocon d2h is a DTH satellite television provider in India based in Mumbai, using MPEG-4
with DVB S2 digital compression technology.Videocond2h was launched on 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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 ABOUT VIDEOCON D2H
Videocon d2h,the DTH arm of Videocon group is the fastest growing DTH service provider in
India. Videocon d2h has 400+ Channels and Services on its platform. It uses MPEG 4 DVBS
-2 technologies. It has many features like Multiple Tickers, 12 PIP Mosaic, 21 Active Music
Audio Video Channels, d2h movies. Videocon d2h has been awarded the 4th most successful
brand launch of the year 2009 across all product categories in the Brand Derby survey carried out
by Business Standard. Along with HD, subscribers will also be able to enjoy 3D content and
experience the new world of television entertainment on our HD-Digital Video Recorder with
3D.In addition to all popular television channels, Videocon d2h platform will offer many new
features and interactive services, thus providing a wonderful viewing experience to consumers.

They use 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. They have
currently lease eight transponders with the Ku-band space capacity on the ST-2 satellite of
SingTel. This technology and access to these eight transponders allows to transmit over 400
channels and services.

To consolidate programming content, ensure its digital quality, and transmit that content to the
satellite transponders, they have a digital broadcast center, located in Greater Noida.
Substantially all of the functions necessary to provide satellite-delivered services occur at our
digital broadcast center. Programming is received by the digital broadcast center from channel or
content providers via satellite, which is then decrypted. Equipment at digital broadcast center
then digitizes, compresses, multiplexes, compresses and encrypts all of our programming signals
into digital video streams prior to uplink to the ST- 2 satellite of SingTel. The equipment they use
has been sourced from vendors who we believe are industry leaders such as Harmonic
International Limited for compression,Evertz Microsystems Limited and Harris Communications
Limited for baseband, Irdeto B.V for encryption and General Dynamics SATCOM
Technologiesfor uplink. They also operate a subscriber management system at digital broadcast
center in Greater Noida.

Satellite link

Videocon d2h has 8 transponders on Satellite ST-2. Videocon d2h is aligned at 88 East on the
Clark Belt. It has the best Satellite Footprint across India covering even the remotest area which
in turn makes its signals best in the industryST-2 is a telecommunications satellite made by
Mitsubishi Electric. It was launched on May 20, 2011 atop an Ariane 5 ECA rocket from ESA's
Guiana Space Centre in a dual-launch mission withGSAT-8. a ST-2 is a replacement for the ST-1
satellite. It is built around the DS2000 spacecraft bus. It is in geosynchronous orbit at 88 deg.
East, and is operated by the ST-2 Satellite Ventures joint company of Singapore

23
Telecommunications(SingTel) and Chunghwa Telecom Company. It provides relay services over
the Middle East, Central Asia, India and Southeast Asiaperformance (i.e. high receiver G/T
figures) allows the use of small uplink antennas and/or amplifiers.

Salient Features of ST-2

1. Versatile Ku-band and Ka-beams can be easily cross-strapped or interconnected, offering

enhanced connectivity throughout Asia with complete access to Europe and the United States
through New Skies global network.

2. Higher transmission power enables customers to use smaller antennas

(75-90cm) or obtain higher throughput with existing antennas.

3. ST-2 is a telecommunications satelliteis also equipped with extra on-

board redundancy for critical units, minimizing risk of single-point

failure throughout the projected 14-year operational life of the satellite.

4. Ideally suited for DTH and emerging broadband applications.Transponder& Capacity

Satellite TV and radio channels are transmitted back to earth via a transponder on a satellite. St-2
videcon d2hs service satellite has more than 60 high-power 36 MHz -equivalent Ku-band
transponders that are tailored towards direct-to-home (DTH) and multimedia services.
Additionally, up to 15 highly linear zed transponders can be assigned to each of the six beams to
respond to changing market demand. Each Ku-band beam is formed by an independent high-gain
antenna system, offering 51-53 dBW in key markets.

Technology Used

(Moving Picture Experts Group) MPEG 4 DVBS -2 technology is a standard for "the generic
coding of moving pictures and associated audio information". It describes a combination of lossy
video compression and lossy audio data compressionmethods which permit storage and
transmission of movies using currently available storage media and transmission
bandwidth.MPEG 4 DVBS -2 technology is widely used as the format of digital television
signals that are broad- cast by terrestrial (over-the-air), cable, and direct broadcast satellite TV
systems. It also specifies the format of movies and other programs that are distributed on DVD
and similar discs. As such, TV stations, TV receivers, DVD players, and other equipment are
often designed to this standard. MPEG-4 was the second of several standards developed by the
Moving Pictures Expert Group (MPEG) and is an international standard (formally ISO/IEC
14496-

2). Parts 1 and 2 of MPEG-4 were developed in a joint collaborative team with ITU-T, and they
have a respective catalogue number in the ITU-T Recommendation Series.Despite being

24
generally well received, MPEG-4 Part 2 has drawn some criticism. FFmpeg's maintainer Michael
Niedermayer has criticised MPEG-4 for lacking an in-loop deblocking filter, GMC being too
computationally intensive, and OBMC being defined but not allowed in any profiles among other
things.[12] Microsoft's Ben Waggoner states "Microsoft (well before my time) went down the
codec standard route before with MPEG-4 part 2, which turns out to be a profound
disappointment across the industry - it didn't offer that much of a compression advantage over
MPEG-2, and the protracted license agreement discussions scared off a lot of adoption. I was
involved in many digital media projects that wouldn't even touch MPEG-4 in the late '90s to
early '00s because there was going to be a 'content fee' that hadn't been fully defined yet.

PRODUCTS OF VIDEOCON D2H

25
 LITERATURE REVIEW

Direct-to-home (or) direct broadcast satellite (DBS) is a term used to refer to satellite television
broadcasts intended for home reception. The idea behind DTH is to benefit the
homeowner/television viewer because it gives the individual residence the opportunity to receive
satellite programming using an individual dish at the home. This is the method for accessing
dozens of television channels without using a cable system. In essence, the broadcast source is
connecting directly with the viewer in the home. Customer satisfaction, a business term, is a
measure of how products and services supplied by a company meet or surpass customer
expectation. It is seen as a key performance indicator within business and is part of the four of a
Balanced Scorecard. In a competitive marketplace where businesses compete for customers,
customer satisfaction is seen as a key differentiator and increasingly has become a key element
of business strategy. There is a substantial body of empirical literature that establishes the
benefits of customer satisfaction for firms.
A research work done by Jitendra (2008) reveals that the largest number of respondents went in
or would go in for DTH because of Bad service from cable operators. The direct implication
was that consumes were looking for better service from DTH operators. Also, Transparency of
payments was the primary reason for choosing DTH. Both of these are customer service aspects.
According to Patel (2010), the industry is at an early stage of growth and the primary focus of
DTH operators is acquiring customers. It is estimated that the major growth could be witnessed
in semi-urban areas and smaller towns and villages where cable services is not as advanced as in
the metros and large cities. Due to huge infrastructural costs, DTH players are currently
undergoing losses.
Avani and krutika (2009) produced a research paper on Opinion of the Nuclear families
regarding their usage of DTH TV DTH TV is the next significant improvement since the
invention of cable television. To know the opinions of the nuclear families regarding their usage
of DTH TV, 80 families were selected as a sample of the study. Questionnaire was used as a tool
for collection of the data. The majority of the families selected DTH TV because it provides high
quality of picture and sound. DTH T.V. has enhanced the TV viewing experience of the families.
According to Vejani (2009), Tata Sky is in the numero Uno position with respect to provision of
interactive Services as compared to other players like Airtel Digital TV, Dish TV and Big TV.
Airtel Digital TV is in the second position only after Tata Sky with respect to the Variety of
interactive services was provided. Dish TV is the only DTH player among the above players that
does not provide Gaming option. Rest all the players are well equipped with the gaming feature.
A study conducted by Chintan (2009) says that Tata Sky is trying to convince the users by
showing Tata Sky's special features of pausing live cricket and that of recording TV shows. All
effort is to introduce Tata Sky+ in the market, which has MPEG4 technology, and an in-built
personal video recorder that enables us to record live TV, play back a recorded programme and
pause & rewind live TV. Advertising Strategies: TATA Sky, in a bid to create awareness for its
brand, is set to embark on an aggressive advertising strategy

26
 OBJECTIVES OF PROJECT

PRIMARY OBJECTIVE:
To understand the factors affecting sales of Videocon d2h.
To understand the marketing strategies adopted by the competitors.
To study on the brand awareness and boost the sale of d2h by making new dealers.
To find out the condition of Videocons service in the market and to know about
satisfaction level of dealers or retailers and their perception on Videocon d2h.

SECONDARY OBJECTIVE
To study advertising and promotional activities of the company.
To know the consumer viewing preferences.
To understand the current market position of Videocon d2h in East Delhi region.

27
 DATA COLLECTION PROCEDURE

1 Calculate the display share of all the brands dealing in LEDS/LCDS in electronics shops.

2 Collect the data of actual monthly sale of LEDS/LCDS in every shop.

3 Collect the data of average monthly sales of all the DTH brands.

4 Find out the problems that dealers are facing while selling the Videocon product.

5 Find out the customer response for the Videocon product by asking the owner of the shop.

6 Find out the availability of ISD in every shop.

28
 RESEARCH METHODOLOGY
In this research I have done Descriptive research. To achieve the objectives, the study was done
with the help of Survey. Questionnaires were filled by taking personal interviews from various
dealers and distributors of East Delhi region dealing in consumer electronics, home appliances,
telecom counters, hardware & repairing shops To analyze the opinion and reaction towards
Videocon d2h products random dealers were selected from ten pin codes of East Delhi region.

Sampling & Sample Size

The research was carried out over a selected sample of the dealers. I have selected 200
respondents in East Delhi region as a sample. It took near about two months to collect responses
from the respondents.

Data Requirements and Collection

Primary Source:
Data was collected by using questionnaire and by interviewing variety of dealers directly.

Secondary Source :
research papers, papers or journals, magazines, company websites etc.

Data Analysis Technique

SPSS and Microsoft excel is used for data analysis.

29
 LIMITATIONS

Time limitation was there.

I was not familiar to Delhi.
The survey was done in summer season, it was very difficult for me to do the survey
in the extreme hot climate of Delhi.
Some of the dealers were not entertaining well.

DATA ANALYSIS AND INTERPRETATION

30
PIN CODES COVERED
(East Delhi)

110091
110092
110093
110094
110095
110096
110051
110053
110031
110032

31
 SWOT ANALYSIS OF VIDEOCON D2H
STRENGTHS

Maximum number of channels

Brand name
Service and flexibility
Maximum customer reach

WEAKNESSES

Viewer migration
Less advertisements & sales promotion
Uncertainty in viewer ship
Image of low to medium cost company

OPPORTUNITIES

Expand its distribution channels

New Technology & Value added services

THREATS

Competitors marketing practices

Climate
TRAIs rules & regulations

32
 PORTERS ANALYSIS OF VIDEOCON D2H

Threat of substitutes D2H faces stiff competition from the terrestrial, cable and IPTV
(Internet Protocol Television )

Bargaining power of suppliers - DTH industry relies on three major supplies: Customer
Premise Equipment (CPE) comprising of the satellite dish, Set Top Box with the
necessary Access card, the Ku band transponders in the orbiting satellites and content.
With India overtaking Japan as Asias largest DTH, the bargaining power of Indian DTH
operators with CPE supplies have increased.

Bargaining power of buyers - With enough options 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.

Threat of new entrants With already 6 players in the DTH space, threat of new
entrants is relatively low. There is already enough competition which will discourage new
firms to enter this business.

33
 COMPARATIVE ANALYSIS OF DTH PLAYERS

DISH TV

Advantages :

(1) The biggest advantage of Dish TV is its cost. (For old or existing customers at this point). It
offers most of the popular channels at low cost. The lowest pack costs Rs.220 per month

(2) Dish TVs satellite being located very near to DD Direct Pluss satellite, all Dish TV users
enjoy the complete offering of DD Direct Plus as well. So any new channel added in DD Direct
Plus automatically gets added to Dish TV channel offering.

(3) The software of Dish TV STBs are stable at the moment. This makes the switching speed
between channels pretty fast. Also very less hang-ups of STBs reported till now

(4) Picture quality is very good.

Disadvantages :

(1) One of the biggest problems of Dish TV is its Customer Care and Customer Service which is
definitely not up to the mark.

(2) The time taken for activation of packages after renewal is too long sometimes. Users had to
wait for activation even after making payments on time.

(6) Official website is not updated regularly. Official weblog which was meant for the interaction
of Dish TV users, too does not work till date.

TATA SKY
Advantages :

(1) Indias first and only DTH service to have made a joint venture with a reputed international
DTH brand, Sky, which is famous for its exquisite technology.

(2) The audio and video quality of Tata Sky stands up to the expectations of its users.

(3) Only Tata Sky gives its users an exclusive access to some authentic international channels

34
(4) The STB of Tata Sky is stable enough. There has been very less or no reports of Tata Sky
STB bugs or issues till date.

(5) Tata Sky users says that its Customer Service is satisfactory. Issues are addressed on time and
the after-sales support is great.

Disadvantages :

(1) Tata Sky has too many Add-on packs. Several add-on packs need to be subscribed to for
enjoying all the channels, even after going with the highest pack. This makes the over-all
package too costly.

(2) The channel strength of Tata Sky is less compared to other DTH operators. This is because of
the less no of Transponders purchased by them.

RELIANCE BIG TV
Advantages :

(1) Big TV is perhaps the only DTH that offers several channelss in its base pack. In fact, Big
TVs package and pricing is absolutely tailor-made to suit the exact needs of the customers. With
this advantage, customers get more channels by paying less.

Disadvantages :

(1) The biggest problem of Big TV is its STB software which is still now not stable. Customers
across India have reported about STB hanging problems innumerable no of times. STB gets
over-heated, hangs several times, slow channel navigation, does not work after a manual update
are some of the many issues that keep occcuring to the Big TV STBs.

(2) Another demerit of Big TV is its Customer Care and Customer Service. The CC Executives
lack professionalism in their behaviour. The after-sales support is not good.

(3) Incorrect package activations have happened with several users at times where the customer
was wanting one pack and some other pack was activated instead.

(4) Poor marketing practices.

35
AIRTEL DIGITAL TV

Advantages :

(1) Airtel Digital TV offers quality picture and sound which are absolutely flawless. So its
customers can be assured of its crystal-clear video and stereophonic sound.

(2) The external appearance of Digital TV STB is sleek and stylish unlike the STB of other DTH
operators which are huge and bulky. Digital TVs STB proves to be a fantastic eye-candy..

( (5) The Dish antenna of Digital TV is considerably bigger than other DTH dishes. This makes
sure that you dont loose connectivity even when it rains wild. The bigger dish has been brought
up keeping this aspect in mind.

Disadvantages :

(1) The only disadvantage of Digital TV is its price which is comparatively higher than any other
DTH which comes out to be too costly keeping in mind the present cut-throat competition in the
DTH market.

NEW FACILITIES PROVIDED BY OPERATORS

The DTH players are all geared up. Not for providing you cheaper prices this times, but
something as equally important if not better, which is getting you new features (and no, we are
not talking about a new game or another active channel this time). These features are all the
things youve always desired on your STB, and the stuff weve been talking about since quite
some time now..

Recording facility: All the brands are offering their viewers with an option called
recording facility as this so that they could also record their favorite programs in one go and
watch them later.

Internet: The rumors have been doing the rounds since quite some time now. Big TV is
giving out Internet trials on their STBs as well, and it can very well be anticipated that soon
Internet on your STB will be a reality. Especially when it comes to players such as Tata, Big TV

36
and Airtel who already have separate Internet services going on. It shouldnt be that big a
surprise if they incorporate Internet into their STBs as well in the near future.

3. Many other things: This list could go on and on and on for a long time. DTH
companies are sure gearing up for the upcoming competition as well as taking steps to stay in
business with the existing ones.

37
 DATA INTERPRETATION

INTERPRETATION-

It is found from the survey that Maximum number of dealers are selling DTH i.e.
84% of the total sample size. And 16% dealers are not selling DTH.

So, it can be clearly seen that most of the dealers are selling DTH.

38
INTERPRETATION-

It is found from the survey that 62% of dealers said that Videocon D2His the first
choice of the customers,15.5% said Tata Sky,11.5% said Dish TV and 11% said
Airtel. So, it can be clearly seen that Videocon D2H is the first choice of the
customers.

39
INTERPRETATION-
It is found from the survey that 66% of dealers said that Videocon D2H gives best margin,17%
said Airtel,13.5% said Dish TV and 3.5% said Tata Sky. So, it can be clearly seen that Videocon
D2H gives best margins to the dealers.

40
INTERPRETATION-
It is found from the survey that 43.5% of dealers said that Tata Sky gives the best after sales
service to the customers, 30% said Videocon D2H, 14.5% said Airtel and 12% said Dish TV. So,
it can be clearly seen that Tata Sky gives the best after sale service to the customers.

41
INTERPRETATION-
It is found from the survey that 38.5% of dealers are dealing in Videocon D2H from last 8 to 12
months,35.5% said they are dealing from more than 12 months, 16.5% said from 4 to 8 months
and 9.5% said 0 to 4 months. So, it can be clearly seen that Videocon D2h is making new dealers
more and more.

42
43
INTERPRETATION-
It is found from the survey that 41.5 % of dealers said that Videocon D2H gives the maximum
sales volume,29.5% said Airtel,16% said Tata Sky and 13% said Dish TV. So, it can be clearly
seen that Videocon D2H gives more sales volume in DTH service.

INTERPRETATION-
It is found from the survey that 80.5% of dealers said that customers prefer SD connections and
19.5 said that customers prefer HD connections. So, it can be clearly seen that the demand of SD
connections are high.

44
INTERPRETATION-
It is found from the survey that 80.5 % of dealers said that customer dont requires recording
feature, and 19.5% said that they do require recording feature in their DTH. So it can be clearly
seen that customers do not give preference to recording feature.

45
INTERPRETATION-
It is found from the survey that 70% of the customers prefer monthly subscription plans, 17%
prefer 3 months plan,11.5 % prefer 6 months plan,1% prefer 2 and 5 years plans. So it can be
clearly seen that customers in east Delhi region prefer monthly subscription packs.

46
INTERPRETATION-
It is found from the survey that 59.5 % of shops dont have ISD, 16.5% shops have ISD from
Videocon D2H,10% from Airtel,9% from Tata Sky,3% from Dish TV and 2 % from Big TV. So it
can be clearly seen ISDs are not available in maximum shops.

47
INTERPRETATION-
It is found from the survey that 46.5% of dealers said that Airtel is providing maximum brand
material to them,16.5% shops said Videocon D2H,17% from Tata Sky, 19.5% from Dish TV and
2 % from Big TV. So it can be clearly seen that Airtel is providing maximum amount of brand
material to the dealers.

48
INTERPRETATION-
It is found from the survey that 56% people give priority to price,33% gives priority to
quality,7% gives priority to services,2% gives priority to brand name and 2% gives priority to
technology. So it can be clearly seen that maximum customers purchases DTH on the basis of
price of the product.

49
INTERPRETATION-
It is found from the survey that 100% of the dealers said that POPmaterials helps in boosting the
sales of the product. It attracts more customers towards the shops..

==

50
INTERPRETATION-

It is found from the survey that 57% of the dealers said Videocon D2H mostly completes its
installation process within 5 hours,37% said within 2 hours and 6% said within 12 hours. So it
can be clearly seen that Videocon d2h completes its installation process within 5 hours.

51
INTERPRETATION-

It is found from the survey that 40% of the dealers satisfaction with Videocon D2H is good,21%
said its very good,21%said it is average , 6% said its excellent and 11% said it is poor. So it can
be clearly seen that the overall satisfaction of dealers with Videocon d2h is good.

52
 FINDINGS
As per survey report, quality of Tata sky is better than other brands.
By calculating the panel share I found that in most of store Videocon product availability
is 50-60% (LED)
By calculating the total number of d2h sales I found that Videocon is the market leader in
east Delhi region, most of the shops are selling its products in maximum amount of
numbers.
By calculating the total number of ISDs I found that D2H is providing maximum number
of ISDs
By calculating the sales of panels I found that LG is the market leader in selling panels.
I also came to know while visiting the shop that there was big problem of after sale
service in Videocon D2h.
I found in most of the shops that branding materials are provided to the dealers in very
less amount.
Most of the dealer wants boards and in shop branding from Videocon d2H.
On Demo and Installation parameter, Videocon d2H service is slow than Tata sky and
Airtel.
On Follow up calls to dealers, Airtel and Dish TV is doing good job. Videocon needs
improvement here.
Delay in ISD salary from Videocon D2H.
Many dealers say they recommend Videocon d2h because they get the installation done
much faster.
I also found that if a dealer is getting good margin from a brand, he can switch the
customer from one brand to another brand easily. The sale totally depend on this
suggestions because customer asks their suggestion before purchasing DTH
Regular visits are less from distributors and company in Videocon D2H.
Some of the retail chains do not keep high end products of Videocon Group products. For
high-end products like LED, 3D etc. they keep products of brands like LG, Samsung etc.

53
 RECOMMENDATIONS
Videocon holds good value in home appliances in market thus it gives positive result in
DTH also
Videocon d2h should improve its after sales service so that`s it can hold its potential
customer & attract more.
Proper advertisements required to create more awareness in market & customer.
Proper addressability is required for the product.
ISD salary should be increased
Company should give training to non ISDs as well.
Marketing activities like canopy activation, Umbrella activity should be done more
Company should try to improve its quality like Tata Sky and Dish TV
More offers in HD connections are required
Regular visits should be done by the company
Timely delivery of POP materials
Establish good relationship with dealers and offer good commission margins for
promoting our products.
Distributer should contact properly with every dealers.
Improvement in customer care service
Keep a hawk eye on the competitors and act according to their sales and marketing
strategy.
More sales promotional activities are required from Videocon D2h

54
 POINT OF PURCHASE (POP) DISPLAY

Videocon D2H also assigned us to study different types of POP (point of purchase) material and
its significance in the promotion of the brands.

Below are the various types of POP materials:

Shelfmat

Experience
Zone

Window
Display

Catalogue

Posters

POP
Material

Feature Card Wobblers

OPS Danglers

Standees Crowners

They are intended to draw the customers attention toward the products, which may be
new products, or on special offer, and are also used to promote special events, e.g.
seasonal or holiday-time sales.

Marketing materials or advertising placed next to the merchandise it is promoting. These

items are generally located at the checkout area or other location where the purchase
decision is made.

55
 The purpose of point of purchase (POP) Displays is to make a business owner's products
appear more professional and appealing to the customer's eye. They are an integral
component of successful marketing, but remain invisible to the average consumer. The
customer is thinking about a particular product but often they are drawn to the one which
is displayed in a more prominent fashion without knowing. Well done point of purchase
(POP) displays will draw consumers to one product over another, or give one store the
appearance of being more organized and clean.

Your professionally designed POP display can make all difference between a potential
customer purchasing your product and the product of your competitor.

Many factors go into a well-designed POP display are Graphics, Layout, type and
presentation all contribute to the design of a perfect eye catching display for your
product.

56
WHAT DID I LEARNED IN THIS PROJECT

This was one experience where I met people from various walks of life, the diverse
ways of thinking (about the same thing), the volatile nature, their perception of
marketers, their ways of life all came forth and at the end of the day you feel you can
understand humans better but the next day you are back to square one starting all over
again.

Theres one aspect that comes into play when you go out in the streets that is going on
cold calls, going and meeting people without appointments, without any know
hows. There are only two people who do it, one is the man looking for jobs and the
others marketers, and I feel we are more despised. It requires lots of guts but has a
bearing on you mettle, it develops your soft skills and I do feel the change.

Another important thing that I developed here was building a bond and relationship
with people.

A great percentage of hesitation within me evaporated while interacting with the

senior personnel of the corporate and dealers.

I have learned from this project what is DTH & how DTH work & how Videocon
D2H is better from other.

57
 CONCLUSION

Today DTH is one of the modes of communication through television. There are number of
brands inDTH services. They are available in the market, which differs in price, quality, services
and variety of packages, type etc.

In the present technology era it can be easily said that all classes of people are using the DTH
services to their television for continuous networking. By considering this the DTH producers
coming up with different brand names. But the consumers prefer their favorite brands due to
various reasons. It can be concluded that the picture quality, advertisement, brand name,
channels and price decides the purchase.

The present study reveals that the majority of the respondents prefer to buy Videocon D2h
because of its reasonable price, various kinds of packages and more channels and quality. So the
company must pay attention on Customer Service, picture quality, reasonable price and
marketing strategies rather than other factors to make their business more successful and satisfy
the consumers.

58
 REFERENCES

www.videocon.com
www.videocond2h.com
www.wikipedia.com
Through mentors.
Through market survey
Through Websites

59
ANNEXURE

QUESTIONNAIRE
Name of the dealer?

..

Address/Contact no

Name of the distributor

1. Are you dealing with DTH Brands?

Yes

No

2. Which of the following brand is the first choice of the customer?

Videocon D2H

Tata Sky

Dish TV

Airtel Digital TV

Big TV

3 .Which of the following brand gives you the best margin?

Videocon D2H

Tata Sky

Dish TV

Airtel Digital TV

Big TV

4. Which of the following brand has the best after sales service?

Videocon D2H

60
 Tata Sky

Dish TV

Airtel Digital TV

Big TV

5. For how long you are dealing in Videocon D2H?

0 to 4 months

4 to 8 months

8 to 12 months

More than 12 months

6. Which of the following brands gives you more sales volume in DTH service?

Videocon D2H

Tata Sky

Dish TV

Airtel Digital TV

Big TV

7. Customers prefer more SD or HD?

SD

HD

8. Is recording feature required for customer?

Yes

No

9. Which subscription packs are more famous among the customers?

1 month

3 months

6 months

61
 1 year

2 years

5 years

10. ISD is available from which brand in your shop?

Videocon D2H

Tata Sky

Dish TV

Airtel Digital TV

Big TV

Not available

11. Which brand is giving more brand material?

Videocon D2H

Tata Sky

Dish TV

Airtel Digital TV

Big TV

12. On which criteria customers buy DTH?

Price

Quality

Services

Brand Name

Technology

13. Does POP materials helps in boosting the sales of DTH?

Yes

62
 NO

14. How much time is taken by Videocon D2h for the installation process?

2 hours

5 hours

12 hours

24 hours

More than 24 hours

15. Please rate your overall satisfaction with the Videocon d2h service?

Excellent

Very Good

Good

Average

Poor

DEALER VISIT REPORT FORMAT

63
 Dealer Visit Report
Dealer Name Contact Number

Address Distributor Name

Area FOS Name

Pin Code

City
Coun
S.No. Display Unit Available t
N
1 Videocon YES O
N
2 Samsung YES O
N
3 LG YES O
N
4 Panasonic YES O
N
5 Sony YES O
6 Others
Total Mention Total Count
Coun
S.No. DTH Counter Sale Available t
N
1 Videocon D2h YES O
N
2 Tata Sky YES O
N
3 Airtel YES O
N
4 Dish TV YES O
N
5 Big TV YES O
Total Mention Total Count
Coun
S.No. Panel Counter Sale Available t
N
1 Videocon YES O
N
2 Samsung YES O
N
3 LG YES O
N
4 Panasonic YES O
N
5 Sony YES O
N
Others YES O
Total Mention Total Count
Coun
S.No. ISD Availability Available t

64
 N
1 Videocon D2h YES O
N
2 Tata Sky YES O
N
3 Airtel YES O
N
4 Dish TV YES O
N
5 Big TV YES O
Total Mention Total Count
Dealer
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