DTH industry [Type text]

A PROJECT REPORT

On

‘’Sales and Distribution Effectiveness’’

(A Comparative Study of Airtel DTH , Dish TV & Tata Sky)

Submitted to : Submitted by :

Prof. Syed Nadimul Haque Sajid Perwez

Associate professor MBA (GEN)

Jamia Hamdard Session: 2009-11

Airtel DTH and Dish TV

 DTH industry [Type text]

DECLARATION
I ,Sajid Perwez hereby declare that this project report on “a comparative analysis of sales &
distribution effectiveness for Airtel DTH & Dish TV” is the record of authentic work carried
out by me during the period of 1st May 2010 to 31st July 2010 .

I further declared that it has not been submitted elsewhere by any other person any of the
institute for the award of any degree/ diploma.

SAJID PERWEZ

Date:

Airtel DTH and Dish TV

 DTH industry [Type text]

ACKNOWLEDGEMENT
I would like to express my gratitude to all the dealers, and the corporate officials of Airtel DTH
and Dish TV for their kind support and assistance while furnishing the required information’s.

I also express my gratitude and thanks to Prof. Syed Nadimul Haque for their invaluable co-
operation, continued support and guidance as well as healthy criticism throughout resulting
works.

I would like to thanks my external guide Mr. Sarad Asthana(Area sales manager) and

Ms Bhavana who gave me free hand as far as going about the project work is concerned

SAJID PERWEZ

MBA (gen)

JAMIA HADARD

2009-11

Airtel DTH and Dish TV

 DTH industry [Type text]

EXECUTIVE SUMMERY

The development of the Direct to Home sector has experienced a major process of
transformation in terms of its growth, technological content and market structure in the last
decade. Any company which is successful is because of their reach among customers which is
possible through the effective tools through which a company communicates and attract its
customer. Airtel is most famous brand and have a sophisticated place and market leader position
in the mind of customer. This is due to its strong brand image.

The attempt behind this project was to find out the effectiveness of AIRTEL DTH as a brand
over the retail out lets and its lagging area and can focus more effectively to target more and
more customer and to communicate them more easily.

The data collected for the research involves the use of both primary and secondary sources.
Primary data is based on the findings from the company personnel with the use of tools like
questionnaires and discussions. This data is further substantiated by the use of appropriate
secondary sources like internet and books.

In this project we went through interviewing the retailers, distributors and management officials
of Airtel DTH and Dish TV covering most of the regions of Delhi and NCR.

After all the research and analysis work done during the course time of this project I came to the
conclusion that Airtel is more effective than that of Dish TV, but even then there is a great room
for improvement available for them.

Airtel DTH and Dish TV

 DTH industry [Type text]

Table of content

Airtel DTH and Dish TV

 DTH industry [Type text]

Industry Overview
In the current context of the global financial meltdown, the Direct to Home (DTH) industry in
India is in the throes of multifarious challenges and opportunities.

Thaw big game 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 of players.

Since the DTH space denotes, big value, akin to the space occupied by television and telephony,
inter-film 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. A neat 20 percent annual growth is being witnessed in the DTH sector in India with over
16 million households having digital pay –TV.

Since Dish TV, the pioneer market player on the Indian soil, has not scraped even five percent of
the pie, there is plenty left for other players to eat.

In the early 2008, five major players ,Bharti telimedia, Dish TV, Tata Sky, Reliance ADAG ,Sun
Direct formed an umbrella body DTH Operators Association of India (DOAI). Airtel digital TV
has around 0.3 million subscribers within two years only , Dish TV has around5 million
subscribers, Tata Sky has 3.4 million connections, Sun Direct has over 2.3 million and Reliance
Big Tv has about 1.2 million subscribers.(source; Business Standard, may 1,2009). According to
sources, DD Direct plus has a subscribers base of about 3-4 million, mostly in the remote corners
of the country not connected by terrestrial or cable television.

DTH operators in India could be enhanced if the dearth of satellite capacity is removed by
increasing the no. of available Ku-band transponders that at present is 12 on inset 4A, which in
turn would mean more channel 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 percent for service
imposed by the Central govt. apart from this, there are entertainment taxes that differ from state
to state.

Airtel DTH and Dish TV

 DTH industry [Type text]

How DTH work?

DTH stands for Direct to home which is a direct mode of transmission between Broadcaster, and
Subscriber ,through satellite.

Broadcast center collects the signals from different programming sources(like sony, Zeeand
star). It processes the signals and beams it to the satellite. Satellite will resprocess the signals and
retransmits the signal to the subscribers.

Airtel DTH and Dish TV

 DTH industry [Type text]

Porter’s Analysis of DTH industry

1. Threat of substitutes:

DTH faces stiff competition from the terrestrial, cable and IPTV. As per the industry
estimates, there are 130 million TV homes of which 85 million are served by cable and
around 16 million by DTH with the remaining taken by terrestrial transmission.

Indian Broadcasting
DTH
12%

Terrestrial
22%

Cable
66%

Terrestrial Television:

Doordarshan is the world‘s largest terrestrial broadcaster with over 1400 terrestrial TV
transmitters. The reach provided by this route is phenomenal with Doordarshan covering 88% of
India‘s geographical area. Covering the remaining 12% area required substantial capital
investments which does not outweigh the benefits. The transmission was done originally in
Analog mode but beginning from 2002, Doordarshan has partnered with BBC resources – the
consulting wing of BBC, in offering digital terrestrial TV. The transmission could be received
using a low cost Yagi antenna. However, due to lack of attractive content it does not seem to be a
formidable threat for DTH.

Airtel DTH and Dish TV

 DTH industry [Type text]

Cable TV:

Cable TV currently operates in 2 modes viz. through CAS covering cities like Chennai, Delhi,
Mumbai and Kolkatta, and through non-addressable system in the rest of the country. As seen
from the above diagram Cable TV enjoys the maximum share as compared to other medium. In
case of CAS controlled areas, the subscriber has to buy Set Top Box (STB) to see the pay
channels. On the other hand, in areas where non-addressable system is used, nearly all the
channels are available without the need of any separate receiver by paying anywhere between Rs
100 to Rs 350 per month depending on the place.
Due to phenomenal reach of Cable TV, it poses a serious threat to the growth of DTH industry.

Internet Protocol Television (IPTV):

IPTV is a service where television signals are digitally sent over the telecommunications line. It
is often presented as a bouquet of Video (IPTV), Audio (Telephone) and Data (Broadband
Internet) services. With widespread adoption of broadband in the country and the growing techno
savvy population, IPTV has a potential to become a huge success.
IPTV takes the interactivity to a newer level. In regular mediums, all the channels are pushed to
the consumer regardless of his preference. IPTV encourages a two-way request response model
where the consumer chooses the programs he wants to view. Right now thos medium is totally
unregulated and cable companies are urging the TRAI to issue a consultation paper process to
include IPTV under the aegis of Cable TV act.
IPTV is a considerable threat to DTH in urban and semi urban areas where broadband has made
its mark.

2. 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 Asia‘s largest DTH, the
bargaining power of Indian DTH operators with CPE supplies have increased.
However, the availability of transponders is increasingly becoming difficult. The Ku band
transponder is generally provided by Astrix, the commercial wing of ISRO either through its
own satellites or by leasing transponders from suppliers. With only two domestic satellite
launches between 2007 and 2010 an d increasing DTH players, Astrix is in a better position to
use DTH as its cash cow for the next 5 to 10 years. Also the crash of INSAT 4C and NSS-8 has
worsened the situation of DTH players.
As there is not much of regulation particularly in terms of channel pricing, acquiring content
from the broadcasters is also difficult. DTH vendors are at the mercy of the broadcasters.
3.

Airtel DTH and Dish TV

 DTH industry [Type text]

4. Bargaining power of buyers:

With enough options to choose both from the pont 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

4. Inter firm rivalry:

With 6 operational players, the inter firm rivalry is quite high. The competition from state
owned DD-Direct to private players is negligible from the content point of view as the
number of channels offered by DD-Direct is very limited. However, DD-Direct does not
charge any monthly subscription fee which poses a threat to the private players.
Between Dish TV and Tata Sky there is an intense rivalry exhibited by price wars and
discount schemes offered to new connections. Being the first mover, Dish TV has price
advantage in both the STB as well as procuring the transponders. On the other hand, Tata
Sky claims its STB having superior DVD quality video. 17

5.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.
While getting a license is relatively easy, the barriers to entry are high when it comes to
pricing of CPE and getting the required transponders

Airtel DTH and Dish TV

 DTH industry [Type text]

Reviews about various DTH players

Market share of various DTH players in India on 26th June 2010

Market Share in India

Dish TV sun Direct
30% 25%

Big TV
13%
Tata Sky
22%

Aittel digital
videocon D2H 8%
2%

With 6 operational players, the segment rivalry is quite high. The competition from state
owned DD-Direct to private players is negligible from the content point of view as the
number of channels offered by DD-Direct is very limited.

However, DD-Direct does not charge any monthly subscription fee which poses a threat
to the private players. Between Dish TV and Tata Sky there is an intense rivalry exhibited
by price wars and discount schemes offered to new connections. Being the first mover,
Dish TV has price advantage in both the STB as well as procuring the transponders. On
the other hand, Tata Sky claims its STB having superior DVD quality video. There is also
a competition at acquiring the content.

Airtel DTH and Dish TV

 DTH industry [Type text]
SWOT Analysis
( Airtel Digital Tv, Dish TV and Tata Sky)

AIRTEL DIGITAL Tv:

Airtel digital tv's standard definition broadcasts are in MPEG-4 with Interactive Service(itv) and
7-day EPG (electronic programme guide). Interactive Service(itv) of Airtel digital tv includes a
add-on service which allows a user to shop , book movie tickets etc. A universal remote is
included in the package which can , over IR frequencies control both the Tv and the DTH box.
Like other DTH service providers it also provides a Video on demand interactive service which
includes a catalogue of movies in Hindi, English and other regional languages which can be
ordered on demand.

Airtel digital launched on 8th October, 2008 with a 360 degree mega campaign "Come Home to
the Magic". Since that 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

Strengths Weaknesses

1.Leveraging on brand Airtel and High brand 1.Fourth Mover after Dish TV who captured
recall Market Share

2.Superior Picture quality 2.Cannot match free service like DD

3. Big Players having large market share

3. Leads in introducing new packages &
Services. 4. Litigation due to issues related to sports
channels which it lost
5.Recording System

6.Customer service

6. Large customer in telecom services.

7. Interactive channels and program guides

Airtel DTH and Dish TV

 DTH industry [Type text]
Opportunities Threats

1.Larger disposable incomes with India 1.IPTV provides superior technology if

2.Tapping niche markets with Better
service and Product offering
3.Expansion of distribution network through
exclusive stores
4.Increase in the geographical boundaries
with Rural Market untapped
implemented
2.Cable Set top Boxes provide easy
switching due to negligible switching costs
3.Increasing Competition internal
4.Dependency on CPE suppliers to some
extent

5.Growing demand for quality of service in

the form of DTH over Cable 5. High dependence for transponders on
ISRO
6. Value Added Services are gaining steam. 6. Dependency on broadcasters for their
channel content and thus increase in cost
7. Videocon may enter DTH by building
its own set top boxes.

Airtel DTH and Dish TV

 DTH industry [Type text]

DISH TV:
STRENGTH

Dish tv was the first entrant in the DTH category and has thus become synonymous with
the satellite TV broadcasting business in India. Leveraging its lineage with the Zee group,
dish tv has built commendable brand and relevant product that answers the consumer
needs‘ for quality entertainment. Some of the inherent strengths

stem from a strong presence all across the geography of India, consumer friendly and
pocket friendly multi-tiered and customizable regional packages, abundant transponder
capacity to support its widest content basket, a very strong and diversified content
offering addressing consumers with diverse needs of genres and languages, an extremely
cost conscious structure and a superior technology for the entire gamut of services. The
technological edge and differentiation with respect to other brands stands exemplified
through its unique offerings of mobile dish with presence in aircrafts (Kingfisher), navy
war ships, mobile vans and selected railway saloons.

WEAKNESS

The subscriber acquisition cost is still very high. However, compared to the current
industry benchmarks, it stands at the lowest by far. The cost towards acquiring consumers
is under constant scrutiny in an endeavor to bring it down. In a market trend of
consumers down sliding on the packaging tiers, due to more value being packaged at the
lowest packs, dish tv has exhibited a growth in ARPU. However, ARPU continues to be
an area of concern with the constant endeavor to monitor, upgrade and enhance the
revenues.

Airtel DTH and Dish TV

 DTH industry [Type text]

OPPORTUNITIES

India‘s 127 million television owning households, which define the potential depth for the DTH
category, will act as a low hanging fruit for adoption. The further roll out of CAS by the new
Government, into more towns will impact the growth rate of the DTH category and trigger
consumers to make a decision between digital cable and DTH, thereby aiding faster expansion of
the digital entertainment world. Enrichment of Value Added Services (VAS) basket with gaming
and a host of active services, some going pay, will continue to be opportunity areas for revenue
enhancement. An eventful sporting calendar with the ensuing Commonwealth games and a series
of Cricketing tournaments will act as a catalyst for this category too. The recent stabilization and
a revived hope for bouncing back of the economy as early as the second half of this year will
facilitate faster adoption of the category. Emergence and growth of traffic at the organized retail
chains like Big bazaar, Next, The mobile store, Reliance digital etc. will also add more visibility
leading to better acceptance of the product.

THREATS

DTH is currently a six player market. Price cuts and reduced margins, spurred by severe
competition, can pose a threat to revenue enhancement. Improved quality of services by
digital cable and IPTV players are potential threats. Churn management and retention
cost scan negatively impact bottom-lines unless constant attention and Strategy is
deployed to manage and control the subscribers‘ base.

Airtel DTH and Dish TV

 DTH industry [Type text]

TATA SKY:

Tata Sky, an 80:20 joint venture between Tata Sons and the Star group, provides satellite
television services to Indian viewers. The company was incorporated in 2004 and offers a
range of media and entertainment options to customers.
Tata Sky's direct-to-home satellite platform delivers more than 100 television channels,
movies and interactive services for games, learning, recipes, news, chat rooms, etc. It has
state-of-the-art digital infrastructure and a retail network that covers more than 4,500
towns in India.
Based in Mumbai, the company has three call centres (Pune, Chandigarh and Hydrabad)

Strengths Weaknesses

1.Leveraging on brand TATA and High 1.Second Mover after Dish TV who
brand recall captured Market Share

2.Technological expertise with Newscorp‘s 2. Cannot match free service like DD

DTH arm Sky
3. Currently Does not offer free Set Top
3. Superior Picture quality Box like Dish TV

4.Leads in introducing new packages & 4.Litigation due to issues related to sports
Services channels which it lost

5.Customer service 5. Dependency on broadcaster and had

issues with sun Tv.
6.Rural penetration through ITC E-Choupal
and Godrej Aadhar

7. Interactive channels and program guides

8. Innovative Product offering Tata Sky

Plus

Airtel DTH and Dish TV

 DTH industry [Type text]

Opportunities Threats

1.Larger disposable incomes with India 1.IPTV provides superior technology if

implemented.
2. Tapping niche markets with Better
service and Product offering 2. Cable Set top Boxes provide easy
switching due to negligible switching
3. Expansion of distribution network Costs
through exclusive stores
3. Increasing Competition internally
4.Interactive advertising – Tie up of with
Samsung 4.Dependency on CPE suppliers to some
extent
5.Increase in number of TVs sold
5.High dependence for transponders on
6.Increase in the geographical boundaries ISRO
with Rural Market untapped
6.Dependency on broadcasters for their
7. Growing demand for quality of service channel content and thus increase in cost
in the form of DTH over Cable
7. Videocon may enter DTH by building its
8. CAS being made Compulsory would own set top boxes.
encourage switch.
8. No Exclusivity in Content and Rule of
9. Value Added Services are gaining steam. ‗Must Carry
‘
9. Cap on Investment (20%)

10. Interoperability Regulations

11. Cap on foreign Investment (49%)

Airtel DTH and Dish TV

 DTH industry [Type text]

3. RESEARCH METHODOLOGY

Airtel DTH and Dish TV

 DTH industry [Type text]

Airtel DTH and Dish TV

 DTH industry [Type text]

Airtel DTH and Dish TV

 DTH industry [Type text]

Airtel DTH and Dish TV

 DTH industry [Type text]

ANALYSIS & INTERPRETATION

Q. Is the product available with you whenever required by customer?

Product availablity
450%

400%
4
350%

300%
3
2
250%

200%
1
150%

100%
0.94 85%
50%

0%
Airtel dish tv

Interpretation: 94% of dealer in Delhi have the product available whenever required by the
customer.

Observation: Airtel digital Tv can concentrate more while striving to attain 100% in delhi and
NCR.

Airtel DTH and Dish TV

 DTH industry [Type text]
Q. Awareness about Entry offer and recharge offer?

Entry Offer
100.00%
0.99
90.00% 95% 0.94
80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
Airtel Dish tv Tata sky

Interpretation :The above bar graph shows awareness of entry offer of different brands 99% of
dealers are aware of various entry offers in Delhi , the awareness percentage is high as compared
to Dish tv and Tatasky.

Observation: The awareness amongst dealers regarding entry offers is not an issue in Delhi and
NCR

Airtel DTH and Dish TV

 DTH industry [Type text]

Recharge offer
1
0.9
0.8
0.7
0.6
0.5 0.99 0.96
86%
0.4
0.3
0.2
0.1
0
Airtel Dish tv Tata sky

Interpretation:

The above bar graph shows awareness of recharge offer of top three brand of DTH in Delhi and
NCR. The graph shows that 99% of dealers are aware of various recharge offer provided by
Airtel digital Tv. Tata Sky and Dish tv make sure that there dealers must be aware about their
plan and their distributor keep on taking feedback.

Airtel DTH and Dish TV

 DTH industry [Type text]
Q How frequently company executive/ Distributer visit your shop?

100%

90%

80%
69%
70% 66%

60%
Airtel
50%
43% Dish tv
40% Tata sky

30%

20%
11% 9%
10% 8% 7%
5% 5%
0%
weekly monthly anytime

Interpretation: The above graphs represent about how frequently distributers visiting to deale,s
outlet. Triple color bar graph represent the airtel , Dish tv, and Tata sky.

Observation: As shown in bar graph distributers of Tata sky visit frequently to the dealers than
Airtel and Dish Tv, 69% of dealers said that tata sky distributers visit on the weekly basis. 66%
of dealers accepted that distributer of Airtel visit on weekly basis but dealers are very upset with
Dish Tv, only 435 dealers are accepted that Dish TV distributers are visiting outlet. While in
monthly and anytime basis Dish TV has more percentage than Airtel and Tata sky.

Airtel DTH and Dish TV

 DTH industry [Type text]

Q Visibility (promotional activities)?

100%

90% 92% 90%

87% 89%
80%

70%

60%
60%
Airtel
50%
dish tv
40% Tata sky
38% 39%
30%
29% 31%
20%

10%
9%
4% 6%
0%
leaflet Danglous Glowsign standees

Interpretation: As per the survey in Delhi dealers almost have the glow sign board and
pamphlets of Dish TV as comparison to other brands. The visibility of danglous and standees of
Airtel are less as compared with leaflet.

Airtel DTH and Dish TV

 DTH industry [Type text]

Q. How do you rate following DTH brand on the basis of following attributes?

100%
90% 90%
86%
78% 78% 79% 80%

63%

46% 43%
43%
40%
36% 35% Airtel
28%
Dish tv
18% tata sky
11% 14%

0%

ilit
y er ice ty n
vic
e
b Off Pr uali ctio
er
ila Q sfa s
A va sati sale
er r
om afte
st
cu

Interpretation: above graph reveals that how the dealers have rate the attributes like
availability, offer, price, quality, customer satisfaction, and after sale service according to their
experience with different brands. Y axis represent % of dealers and X axis represents the
attributes.

Observation: As per the survey Dish TV is lagging behind for its quality standards, customer
satisfaction and after sales service. Airtel and Tata sky has similar attribute rating so the
company needs to shift its focus in order to increase its market share as it faces a very stiff
competition from Tata Sky in these area.

Airtel DTH and Dish TV

 DTH industry [Type text]
Q. What do u like about Airtel DTH as compared to other DTH brand?

75%

offer
54% price
45% everithing ok
no comments

20%

Delhi/NCR

Interpretation: The above bar graph notifies the factors that make Airtel than its competitors as
per dealers of Delhi and NCR covered .The Y axis shows various factors, like the offer made by
Airtel dealers, the price it offers to its customers, or some dealers would like to rate Airtel above
the other brands in all factors. There are some dealers who are indifferent among various DTH
brands, so they come under No comment category.

Observation: 54% Airtel dealers in Delhi communicate that the offering made by the company
is much better than other brands. The pricing strategy of Airtel is better rated by 75% in Delhi.
only 455 of dealer said that Airtel overall is better than other DTH brands. A large ratio of
dealers either avoid to make any kind of comment over this question or they are indifferent in
their opinion.

Note: The dealers which rate Airtel higher in their offerings, also comment that sometimes the
offerings change so frequently, that it is difficult to keep track all of them. It is difficult for the
dealers to understand about new offerings, and make customer understand and aware about those
offerings.

Airtel DTH and Dish TV

 DTH industry [Type text]
Q. What makes Airtel digital Tv better than Dish Tv & Tata sky?

Other 5%

Installattion 33% customer care 40%

support 22%

Observation- Maximum number of dealer express their views and said that Tata Sky and
Airtel Digital provide one call customer service, which mean that they never call again to
customer care for same problem. Problems are solved during the committed time.

Installation: - Many dealers say they recommend Tata Sky and Airtel because they get the
installation done much faster in comparison to Dish TV. With Dish, it takes up to 3-4 days
sometimes. The company hasn‘t been able to keep up the promises made to the customers, like
installation and activation commitments are often not met

Support:- It is being found that other Airtel Digital are very strong in relationship building with
the dealers because there are certain examples to prove this, like, dealer have committed any
mistake than customer care and company executive won‘t take much time to solve the same or
take the request of the dealer on

Airtel DTH and Dish TV

 DTH industry [Type text]
Findings On survey

 Maximum Dealers keep Airtel kit and recharge facility.

 Awareness of new connection and new recharge offers of Airtel Digital is similar to Tata
Sky and Dish Tv

 There is a communication gap between the company and the dealers. This doesn‘t seem
to be the case with other DTH providers.
 Availability of voucher is one of the major issues among Dish TV dealers, approximately
40% of dealers in Delhi facing this problem. For small amount of recharge they use
vouchers, but use other modes of recharge for large amounts. Due to the shortage of stock
they are not able to retain their customer for long time.
 EPRS system seems to be the most troublesome recharge option for Dish TV.
 In case of Dish TV because of frequent trouble complains in EPRS recharge option,
vouchers are preferred over others that are not the case with other brands who use all
other options.
 Customer care service is considered to be very poor as dealers often complain of
problems in recharge process managed by Dish TV.
 Many dealers say they recommend Airtel digital and Tata sky because they get the
installation done much faster in comparison to Dish TV. With Dish, it takes up to 3-4
days sometimes.
 Customer Care of Dish tv is not reachable on Toll-Free easily , waiting time is high on
toll-free numbers.

 Airtel Digital changes the price plans and offers more frequently as compared to the other
DTH providers. This along with improper communication confuses customers which
beings down the consumer satisfaction levels.
 There has been a growing trend of dish TV customers and dealers being shifting like
Tata Sky and Airtel Digital as they provide better value added services like after sale
service, recharge facilities and customer care

 Most dealers surveyed have complained that the Distributor/Sales people do not visit
much and they are not receiving sufficient support.

Airtel DTH and Dish TV

 DTH industry [Type text]
 Airtel digital provides best support facility, quick recharge and installation
facility, which provides them with the competitive advantage

Specific Comments By dealers:-

 Due to the bad EPRS system of Dish TV, they are not able to recharge higher
amount and as they face such problems frequently, they try to recommend other
DTH brands to their customers.

 The dealers mostly prefer to sell Tata Sky and Airtel because their installation
system is very fast. Also if dealers are committed to their customers regarding any
specific time limit, the other DTH brands never let them feel down, which helps
the dealers to keep good relation with their customer

 The dealers generally sell recharge vouchers of Tata sky worth Rs 1lac per month,
but in case of Dish TV they only sell vouchers worth Rs 5-10k. The main reason
behind it is lack of availability and also poor EPRS system. It took long time to
recharge. So dealers push its customer towards Tata sky and Airtel Digital.

 There has been problem on the behalf of the distributers front, distributer have
been setting there own price and negotiating according, this has been matter of
loss for the dealers in most the case the profit got is not up to the mark.

Airtel DTH and Dish TV

 DTH industry [Type text]
Recommendations

1. Airtel should focus more on their promotional activities in more innovative manner so that
they can provide more competition to their competitors.

2. As Tata Sky Plus is targeting a niche market, it should make its products like provogue more
widely available in the market.

3. The availability of DTH is still lacking in the rural.

4.Increase awareness: Since there is lack in communication channel, it should be tackled with
care and dealers should be constantly made aware about the offers and new plans through
meetings with company executives at regular intervals.

5.Improve processes and techniques: In order to make recharge or activation process more
transparent and user friendly, the EPRS technology needs to be upgraded consistently.

6. Give more value added services: Dish Tv should also provide value added services like free
installation like Airtel and Tata sky.

7. Improvement in after Sales Services: Arrange proper training for customer care executives
as Dish TV lacks proper after sale service.

8.Standardized the price plans and avoid frequency changing: Frequent changes in price and
offers is proving no good for Dish TV as it is in way frustrates the customers with changes in
offers without being informed about it. So Dish TV needs to watch out for this and should pre
inform the customers about the offers and changes well in advance. This in a way, I feel would
create more brand loyalty and preference.

9.Voucher Availability: Dish Tv should Make proper channel of Distribution of voucher.

Airtel DTH and Dish TV

 DTH industry [Type text]

Bibliography
For our project we have referred to the following places for information:

· www.tatagroup.com/tatasky

· www.airteltv.in
.www. Dishtv.in

www. Indiantelevision.com

· Sales and Distribution Management – by F.L.Lobo

· Marketing Management – by Philip Kotler
Times of India, Hindustan Times
· "Bharti Airtel set to foray into India's DTH market, to launch Airtel Digital TV from Oct.

9". International Business Times (08 October 2008). 8 October 2008.

http://in.ibtimes.com/articles/20081008/bharti-airtel-digital-dth-service-satellitetelevision.
htm. Retrieved 2008-10-13.

· "ADAG & Bharti gearing for massive on air war".

TATA

Airtel DTH and Dish TV

 DTH industry [Type text]
ANNEXURE
Questionnaire
1. Name of the Dealer: -.................................
Location ................................. City ..........................
Contact No ..................................

2. Is the product available with you whenever required by customer?

Dish Tata Airtel
TV Sky

Airtel DTH and Dish TV