Abi Final Report

8/3/2019 Abi Final Report

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A

Research project report

On

A Comparative Analysis Of Performance of Dish Tv and Tata Sky

In Jhansi District

Submitted for the fulfillment for the award of Master of Business Administration

(MBA) degree from Uttar Pradesh Technical University (UPTU), Lucknow.

Submitted By:

Abhishek SaxenaMBA IV Semester

Roll no.-0802970009

Under the guidance of

Mrs. Mani Tyagi

Year 2009-10

Krishna Institute of Engineering and Technology

(Department of Management Studies)

13 KM Stone, Ghaziabad - Meerut Road, Ghaziabad 201206 (U.P.)


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To whom it may concern

This is to certify that Mr. Abhishek Saxena, Roll no. 0802970009, is the student of

MBA final semester and has successfully completed his/her project on A

Comparative Analysis Of Performance Of Dish Tv and Tata Sky In Jhansi

District

Date. HOD


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To whom it may concern

This is to certify that Mr. Abhishek Saxena, Roll no.0802970009 is the student of

MBA IV semester. He has worked on the research project titled A Comparative

Analysis Of Performance Of Dish Tv and Tata Sky In Jhansi district under my

supervision and guidance. This is an original and authenticated work done by him.

Date. Guide


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Declaration

I, Abhishek Saxena, Roll no. 0802970009, student of MBA IVth Semester of

KIET School of management, Ghaziabad hereby declare that the research project

report on A Comparative Analysis Of Performance Of Dish Tv and Tata Sky In

Jhansi Districtis an original and authenticated work done by me. I further declare

that it has not been submitted elsewhere by any other person in any of the

university for the award of any degree or diploma.

Date Name of student


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Acknowledgement

Preparing a project of this nature is an arduous task and I am fortunate enough toget support from large number of persons to whom I shall always remain grateful.

With immense pleasure I would like to express my sincere thanks and gratitude to

my project guide Mrs. Mani Tyagi ,who helped me in the project without whom I

could not get such an opportunity to work on this subject.

I conducted the survey at various places

1. Sipri Bazar area.

2. Manik Chowk area.

3.Sadar Bazar area.


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Contents

Chapter I

Introduction 7 Importance of study 8

Research Objectives 9

Chapter II

Brief Introduction about companies & its products 11 Research methodology 35

Chapter III

Data Analysis 37 Result discussion 56

Chapter IV

Findings 58 Recommended strategy 59 Conclusions 60 Limitations of the study 61

Appendix

Bibliography 63 Table and Chart 64 Questionnaire 72


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Introduction

Television has always been a major source of entertainment for the Indian people. Earlier,

doordarshan was the only channel to be aired on tv. However, later the monopoly of

doordarshan broke and the cable tv emerged as a major source of entertainment. It attracted a

large number of viewers because of the presence of a large o of channels of different

categories viz. sports, entertainment, educative etc. It soon became popular in all the parts of

the country

However the real boom came with the emergence of the Direct-to-home services.

Many companies entered into this business, with the result that consumers had a wide variety of

packages to choose from. The direct to home services provide a wide variety of channels, at the

most competing prices. Furthermore, these services provide a wide variety of economical

packages, which the consumers can choose from, according to their convenience. Thus, these

services have revolutionized the way, the entertainment is being provided to the Indian

consumers. With the entry of large diversified groups, into this business, the quality of service

being provided to the consumers has been of the best possible standard.

The objective of this research work was to compare the performance of the two

DTH companies, the DISH TV and the TATA SKY, which possess the highest customer base

and were the earliest ones to enter this industry. Their performance was judged from the retailers

point of view. The survey was conducted at the Jhansi district, and five shops each were selected

from the three markets viz. sipri bazaar, manik chowk and the sadar bazaar. The primary data

was collected through the questionnaire method and the responses were interpreted to derive

conclusions.


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Importance of study

This research work holds importance for the following reasons:

1.It determined the top brands purchased by the consumers from the retailers.

2.It determined the sales of the DISH TV and TATA SKY products by the retailers.

3.It helped in determining the satisfaction level of the retailers as regards the supply of the

DISH TV and TATA SKY products.

4. It helped in comparing the trade schemes offered by the DISH TV and TATA SKY.

5. It helped in comparing the promotion schemes offered by the DISH TV and TATA SKY.

6. It helped in determining the most popular package demanded by the consumers.


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Research Objectives

Primary Objective:

To know the relative performance of Dish tv and Tata sky, in the Jhansi district from theretailers point of view.

Secondary Objective: To Find Out Over All Market Condition Of DTH Industry. To Study The Political, Economical, Social, And Technological Factors Affecting Indian

DTH Industry.

Compare The Market Competition Among Different Players. To Find Out Opportunity & Threats In Indian DTH Industry. To Study The Reason Behind Growth Of DTH Market.

Information Needs:

Product History Related To Substitute Product. Application Of Product. Information About Different Brands In India. Various Companies Market Share. Macro Environmental Factor. Size And Growth Rate Of The Market And Economy. Opportunity And Threats.


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Chapter II


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Brief Introduction about companies & their products

Introduction -

Product Profile

Definitions:

The Direct-To-Home (DTH) Service:

In Technical Point Of View: A Digital Satellite Service That Provides TelevisionServices Direct To Subscribers Anywhere In The Country. Since It Makes Use OfWireless Technology, Programs Are Sent To The Subscriber's Television Direct

From The Satellite, Eliminating The Need For Cables And Any Cable

Infrastructure.

In Customer Point Of View: The Reception Of Satellite Programs With A PersonalDish In An Individual Home. And An Individual Set Top Box Empowering You To

Pick & Choose You Bundles Of Choice And Pay For What You Watch.2

The Original Concept Of Satellite Television Started Over 64 Years Ago Almost,Direct To Home (DTH) Satellite Receivers Were Developed In The Early 1980s.

DTH Offers Better Quality Picture Than Cable TV And Stereophonic Sound Effects.It Reaches Even Those Places Where Cable Is Not Available. This Service Is Also

Providing Value-Added Services That Include Tale-Text, Dual Audio For Channels,

Parental Control, Electronic Program Guide And Radio Channels.

DTH Has Also Allows For Interactive TV Services Such As Movie-On-Demand,Internet Access, Video Conferencing And E-Mail. If You Want To Record YourFavorite Programs You Can Get A Free DVR (Digital Video Recorder) Receiver.

Main Disadvantage Of DTH Is Fading Of The Signal Due To Rains. Heavy Rains

May Result Into Outage For A Few Minutes In The DTH Signal.


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Direct Broadcast Satellite (DBS) Is A Term Used To Refer To Satellite TelevisionBroadcasts Intended For Home Reception, Also Referred To More Broadly As Direct-To-Home

Signals.

DTH Service

Direct-To-Home (DTH) Service Refers To Distribution Of Multi-Channel TV Programs In Ku

Band By Using A Satellite System For Providing TV Signals Direct To Subscribers' Premises.

DTH Provides Subscribers The Advantage Of Geographical Mobility Meaning Thereby That

Once A Customer Purchases DTH Hardware, He/She Can Continue To Use The Same Unit

Anywhere In India.

DD DIRECT+ Is India's First And Only Free To Air (FTA) Direct-To-Home Service Being

Provided B y Prasar Bharati. Apart From Prasar Bharati - A Public Service Broadcaster, M/S

Dish TV India Ltd. M/S Tata Sky Ltd, And M/S Sun Direct TV Pvt. Ltd. M/S Reliance Big TVPvt. Ltd., M/S Bharti Telemedia Ltd. M/S. Bharat Business Channel Ltd. And Videocon India

Pvt. Ltd. Have Also Been Granted License For Operating DTH Service.

The Eligibility Conditions Provide For Total Foreign Equity Holding, Including FDI/ NRI/ OCB/

FII, In The Applicant Company Not To Exceed 74%, And Within The Foreign Equity, It

Also Provides That Applicant Company Must Have Indian Management Control With TheMajority Representatives On TheBoard As Well As Chief Executive Of The Company Being

Resident Indians.


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Indian Market

Indian DTH Space Is A Rapidly Rising Industry. Since The Time, It First Arrived In India, More And

More New Players Are Joining The Bandwagon. Because Of Arrival Of New Entrants, This Industry Has

Become Very Competitive Which Ultimately Results In Customers Having More Benefits And Options.

Direct to Home (DTH)

India has about 130 million TV homes of which, Cable & Satellite (C&S) services are present in 97

million (74%) of the homes (www.financialexpress.com/news/thats-entertainment-direct-to-

home/497502/).The DTH market in India comprises 11% of the total market with almost 15 million

homes. The DTH industry growth lagged to 10.3% in 2008 from 16.7% a year earlier. But industry players

agree that the digitization drive is expanding by 35-40% annually. However, industry estimates DTH totouch 35-40 million subscribers by 2012, and thats the number that every DTH brand has set its sights on.

By 2015, DTH will enjoy a market share of 40%, digital cable 40% and analog cable will follow with only20% market share. The DTH service market in India has emerged as one of the most lucrative markets

which have successfully resisted the impacts of the current economic slowdown. The slowdown has

certainly proved a boon for the Indian DTH industry as people have now started to cut on theirentertainment expenditure and instead of viewing movies at theatres, they are preferring to stay at home

with their television sets.

The industry is anticipated to add nearly 5 Lakh subscribers per month during 2009 and the numbers are

forecasted to surge further at around 30% through 2012.So apart from Tata Sky, Dish TV, Airtel Digital

and Reliance BIG, southern heavyweight Sun TV has entered the fray with Direct, while Videocon hasentered the market in June 2009. Still, as DTH is still a relatively new category and most people were

hesitant to experiment with it. While Indian consumers were not completely satisfied with their cable


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services, they did not feel the need to switch over to any other means of entertainment. It was therefore

imperative for companies such as Tata Sky, Dish TV, and Reliance BIG TV to educate the consumersabout the advantages of the service and in turn create an urge to invest in it.

Current Players:

The current players in DTH industry are:

1. Dish TV - Zee groupDish TV is a venture by the Essel Group and was launched in 2004. Dish TV is Indias first private player

in DTH industry with a presence in 19 states. It has a subscriber base of 5.07 million (March2009).(http://voicendata.ciol.com/content/service_provider/109080102.asp).It has a bouquet of over 240

channels to choose from. Recently Dish TV has launched an entry-level subscription at Rs. 99 per monthwith the largest offering of 110 channels

2. TATA SkyJoint venture between Tata Group and UK-based British Sky


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Tata Sky was incorporated in 2004. TATA is one of India's largest and most respected business

conglomerates and the SKY brand, owned by the UK-based British Sky Broadcasting Group has over 20

years of experience in satellite broadcasting. It launched its services pan-India in August 2006.Within a

short span of time it garnered a subscriber base of nearly 4 million (Aug 2009)

(www.tvnext.in/news/155/ARTICLE/2142/2009-08-06.html).It has over 168 channels to choose from.Tata Sky has launched an entry-level subscription plan called Super Hit Pack at Rs. 99 per month with a

bouquet of 53 channels. Tata Sky recently launched Tata Sky Plus which uses the personal videorecording (PVR) technology that allows consumers to record live.

3. DD-Direct + -Owned by parent company DoordarshanDD Direct Plus was launched in December 2004 by Doordarshan. It was Indias first DTH service

offering about 59 TV channels and 21 radio stations. DD DTH is a free service and has acquired asubscriber base of 6070 lakh connections (July 2009).

(www.dnaindia.com/money/report_prasar-bharati-dth-moving-to-pay-mode_1277779 )
http://www.dnaindia.com/money/report_prasar-bharati-dth-moving-to-pay-mode_1277779http://www.dnaindia.com/money/report_prasar-bharati-dth-moving-to-pay-mode_1277779http://www.dnaindia.com/money/report_prasar-bharati-dth-moving-to-pay-mode_1277779http://www.dnaindia.com/money/report_prasar-bharati-dth-moving-to-pay-mode_1277779


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4. Sun Direct - Rs 1000-crore Indian DTH television network based inChennai from Sun group.

Sun Direct is a DTH service in India headquartered in Chennai, Tamil. Sun Direct is an 80:20 jointventure between the Maran family and Astro Group of Malaysia. With 170+ TV channels and 31 Radio

channels, Sun Direct has a subscriber base of 3 million (April 2009) (www.topnews.in/sun-direct-launches-hd-services-crosses-3-million-activesubscriber-base-mark-2149664). Sun Direct has a basic pack

of Rs 75 monthly subscription which is the lowest price-point compared to the other service providers

5. Reliance BIG TV Limiteda part of Reliance Anil Dhirubhai AmbaniGroup.

Reliance Communication a more recent entrant in the DTH space has the brand name Big TV. It hasaggressively priced packages as low as Rs. 1490 with an offering of 64 channels and a three month free

subscription in addition to 20 video-on-demand movie channels. Within a short span of time it garnered a

subscriber base of nearly 1.8 million (Aug2009)

(www.livemint.com/2009/06/21231941/Big-TV-to-go-on-a-content-acqu.html). Big TV currently offers202 channels. BIG TV focuses on VAS and claims to have a next generation user guide which is indexed


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6. Airtel DTH - Bharti Airtel Limited

The recent and much talked about player in the market is Bharti- Airtel. A teaser campaign See you at

home was followed up by a multi-starrer campaign with celebrities like Saif Ali Khan and Kareena,Vidya Balan and Madhavan and Indian cricketers Gautam Gambhir etc.It has a subscriber base of 1million (June 2009) (www.indiandth.com/2009/08/airtel-digital-tv-mops-up-one-million.html) and has a

bouquet of over 138 channels and world space satellite radio to choose from. Airtel Digital has a basic

pack of Rs 99 monthly for South and Rs 125 monthly for north.

7 Videocon D2HVideocon the big Indian consumer durable player launched itself in the DTH market in June 2009through its media arm Bharat Business Channel (BBCL). Right now it has offered services in Punjab,

J&K, Chandigarh, Haryana and Himachal Pradesh with packages as low as 150 per month. Advantage

over other players is that Videocon already makes analog set top box hence they are likely to manufacture

Set Top Box for their DTH service as well


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MARKET SHARE:

The current Market Share is:

32.56%

Tata Sky 25.69 Sun Direct 19.27%

Big TV 11.56%

Airtel Digital TV 6.42%

Others 4.5%


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PROJECTED GROWTH RATE:

(http://www.indiandth.com/2009/08/dth-picture-bright-on-growth-but.html)

A Practical Perspective

The Initial Excitement In Nov. 2000 Has Largely Been Transformed By A Realistic Look At The

Guidelines For DTH Service In India.

The Key Features Of The Guidelines Are:

1. The Total Foreign Investment Cannot Exceed 49 Per Cent (Now Its 74%).

2. No Broadcast Or Cable Company Can Own More Than 20 Per Cent.

3. The Applicant Company Will Have To Pay An Entry Fee Of Rs 100 Million, Pay 10 Per Cent AnnualRevenue And Execute A Bank Guarantee Of RS 400 Million For The Duration Of The 10 Years License.

4. Violation Of License Conditions Can Include Revocation Of License And / Or Penalty Of Up To RS

500 Million.


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5. The Licensee Will Have To Set Up An Indian Earth Station In 12 Months And Provide Access To

Various Content Providers On A Non-Discriminatory Basis.

6. The Set Top Boxes Required To Receive The Encrypted Signals Will Have To Be Open Standard

Boxes.

7. The DTH License Cannot Be Used For Other Modes Of Communication Including Voice Fax, Data

Internet Unless Specific Licenses For These Value Added Services Have Been Obtained From The

Competent Authority.

On The Face Of It, The DTH Regulations Are Quite In Tune With Media Policy Of

The Ruling Alliance. However, There Are Many Pitfalls In The Policy Some Of

Which Are Outlined Below.

1. A Modest Entry Fee Of RS 100 Million And A Bank Guarantee Of RS 400 Million Has Been Mandated

With No Restriction On The Number Of DTH Operators In The Country. However, The DTH OperatorWill Have To Pass On 10 Per Cent Of Revenues As Annual Fees To The Government. It Is Assumed That

This Is Gross Revenue Without Deduction Of Expenses And Is Not 10 Per Cent Of Net Profit Which

Would Have Been More Equitable.

2. The Period Of License Is For 10 Years And Non Exclusive. However, There Is No Provision For

Automatic Renewal Of The License After 10 Years Based On Performance Of The DTH Operator.

3. No Broadcasters Or Cable Television Company Is Allowed To Own More Than 20 Per Cent Of DTH.

This Has Supposedly Been Done To Prevent Emergence Of Vertically Integrated Monopoly. This IsDespite The Worldwide Move Towards Convergence And Even The Provisions Of The Convergence Bill!

4. The DTH Operator Shall Have To Follow The Advertising And Program Code Of Doordarshan And

Maintain A Video Record For 90 Days Of Advertisements And Programs. A DTH Operator Who DoesNot Own Content Will, Like The Present Cable Operators, Be Solely Responsible For The

Implementation Of Advertising And Program Code. No Liability Has Been Put On The Content Providers

At All.

5. Apart From Open Architecture For Stbs, The Government Has Mandated That DTH Operators Should

Not Discriminate Between Various Channels Wanting To Get On The Network. This Is A WelcomeDevelopment As It Will Enable Content Providers To Be Available On All Competing DTH Platforms.

6. I&B Ministry Will Be The Licensing Authority Until One Is Set Up. There Is No Mention In This

Notification About The Broadcast Regulatory Authority As Mandated By The Supreme Court In CricketAssociation Of Bengal Judgment In 1995.


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7. The DTH Operator Is Bound To Carry All Prasar Bharati Channels On Most Favorable Terms Offered

To Any Other Channel. No Mention Is Made About The Present Requirements Under The CableAct To Carry A Minimum Three Doordarshan Channels On Prime Band, Despite The Fact That Carriage Of All Prasar Bharati Channels May NotBe Commercially Desirable. Of Course, It Will Not Be Easy ToConvince Any Government To Leave It To The DTH Operator To Carry Only Specific Prasar Bharati

Channels.

8. The DTH Operator Is Allowed To Carry Value Added Services Such As Fax, Voice Or Broadband As

Long As It Gets Clearance From The Right Competent Authority. While The Government Is Willing ToAllow Data, Fax And Broadband Service From The DTH Operator, The Stipulations Of Getting Clearance

From The Right Competent Authority Without Creating A Single Window Approach Will In Effect Delay

Provision Of Value Added Services By The DTH Operator And Is

Against The Provisions Of The Convergence Bill Planned To Be Introduced In Parliament In May 2001.

The Only Positive Announcement After The Government Notification So Far Has Been From Videsh

Sanchar Nigam Limited (VSNL) Which Plans To Set Up A Neutral DTH Facility Using Its Large Number

Of Earth Stations To Give Opportunity To Broadcasters Wishing To Join A Common Platform.

Substitutes Of The Product

1.1 Cable ServiceA Private Cable Operator (Also Known As PCO) Is A Private Small Independent Cable Company

Competing Directly With Multi System Operators. Pcos Typically Offer Services To Multi-FamilyDwellings, Gated Communities, Hotels And Other Small Businesses. In Some Small Municipalities The

City May Be A PCO.

DefinitionCable Operator Means Company Providing Access To Cable And Satellite Channels Within A Given

Region Or Area.

1.2IPTV

Definition

Internet Protocol Television (IPTV) Is A System Through Which Digital Television Service IsDelivered Using The Architecture And Networking Methods Of The Internet Protocol Suite Over APacket-Switched Network Infrastructure, E.G., The Internet And Broadband Internet Access Networks,Instead Of Being Delivered Through Traditional Radio Frequency Broadcast, Satellite Signal, And

Cable Television (CATV) Formats.

Internet Protocol Television (IPTV)Is Like Cable TV, But It Uses A


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Broadband Connection To The Internet Instead Of Cable For The Delivery OfVideo Services. IPTV

Works On Your TV With A Set-Top Box That Accesses Channels, Subscription Services, And Movies OnDemand. The Advantage Over Cable Is That The Communication Can Be Two-Way, Making Customized

Programming And Interactive Media Possible Without An Additional Connection.

PTV Services May Be Classified Into Three Main Groups: Live Television, Time- Shifted Programming,And Content (Or Video) On Demand. It Is Distinguished From General Internet-Based Or Web-Based

Multimedia Services By Its On-Going Standardization Process (E.G., ETSI) And Preferential Deployment

Scenarios In Subscriber-Based Telecommunications Networks With High-Speed Access Channels IntoEnd-User Premises Via Set-Top Boxes (STB) Or Other Customer-

Premises-Equipment (CPE)

1.3 Head-End In The Sky (HITS)16To Speed Up The Process Of Digitalization Of Cable Services Located In Non-CAS Areas Of The

Country, The Government Is In The Process Of Taking A View On The Recommendations Of TRAI OnThe Issue Of The Proposed Policy Framework On The Headend In The Sky (HITS) Mode Of Delivery Of

Content To The Cable Operators. This System Will Enable The Packaging Of Content In Digital Form AtThe Level Of

HITS Operator Who Will Uplink It To A Satellite To Be Received By The Cable Operators And

Thereafter Distributed In Digital Mode Through Cable Network. TheKey Factor In Conversion Of SmallTime Cable Operators To The Digital Mode Of Delivery Is The Investment Required To Be Made In The

Setting Up Of Digital Headend, CAS And SMS. Introduction Of HITS Services Can Help Reduce These

Costs For The Small Time Cable Operators, Thus Speeding Up The Transition And Will Also Be

Beneficial To Consumers.

1.4 Television Receive-OnlyThe Term Television Receive-Only, Or TVRO, Arose During The Early Days Of Satellite Television

Reception To Differentiate It FromCommercial Satellite TelevisionUplink And Downlink Operations(Transmit And Receive). This Was Before There Was A DTH Satellite Television Broadcast Industry.

Satellite Television Channels At That Time Were Intended To Be Used By Cable Television Networks

Rather Than Received By Home Viewers. Satellite TV Receiver Systems

Were Largely Constructed By Hobbyists And Engineers. These TVRO System Operated Mainly On TheC Band Frequencies And The Dishes Required Were Large; Typically Over 3 Meters (10 Ft) In Diameter.

Consequently TVRO Is Often Referred To As "Big Dish" Or "Big Ugly Dish" (BUD) Satellite Television

.

TVRO Systems Are Designed To Receive Analog And Digital Satellite Feeds Of Both Television And

Audio From Both C-Band And Ku-Band Transponders On FSSType Satellites. The Higher FrequencyKu-Band Systems Tend To Be Direct To Home Systems And Can Use A Smaller Dish Antenna Because

Of The Higher Power Transmissions And Greater Antenna Gain.

TVRO Systems Tend To Use Larger Rather Than Smaller Satellite Dish Antennas, Since It Is More

Likely That The Owner Of A TVRO System Would Have A C-Band- Only Setup Rather Than A Ku


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Band-Only Setup. Additional Receiver Boxes Allow For Different Types Of Digital Satellite Signal

Reception, Such As DVB/MPEG-2 And 4DTV.

The Narrow Beam Width Of A Normal Parabolic Satellite Antenna Means It Can Only Receive Signals

From A Single Satellite At A Time. Simulate Or The Vertex- RSI TORUS Is A Quasi-Parabolic Satellite

Earth Station Antenna That Is Capable Of Receiving Satellite Transmissions From 35 Or More C- AndKu-Band Satellites Simultaneously.

Direct To Home Television

Today, Most Satellite TV Customers In Developed Television Markets Get Their Programming Through

A Direct Broadcast Satellite (DBS) Provider, Such As DISH TV Or DTH Platform. The Provider SelectsPrograms And Broadcasts Them To Subscribers As A Set Package. Basically, The Providers Goal Is To

Bring Dozens Or Even Hundreds Of Channels To The Customers Television In A Form ThatApproximates The Competition From Cable TV. Unlike Earlier Programming, The

Providers Broadcast Is Completely Digital, Which Means It Has High Picture And Stereo Sound Quality.

Early Satellite Television Was Broadcast In C-Band Radio In The 3.4-Gigahertz (Ghz) To 7 GhzFrequency Range. Digital Broadcast Satellite Transmits Programming In The Ku Frequency Range (10

Ghz To 14 Ghz). There Are Five Major Components Involved In A Direct To Home (DTH) Satellite

System:

The Programming Source, The Broadcast Center, The Satellite, The Satellite Dish And The Receiver.

Programming Sources Are Simply The Channels That Provide Programming For Broadcast. The Provider

(The DTH Platform) Doesnt Create Original Programming Itself; It Pays Other Companies (HBO, ForExample, Or ESPN Or STAR TV Or Sahara Etc.) For The Right To Broadcast Their Content Via

Satellite. In This Way, The Provider Is Kind Of Like A Broker Between The Viewer And The ActualProgramming Sources. (Cable Television Networks Also Work On The Same Principle.) The Broadcast

Center Is The Central Hub Of The System. At The Broadcast Center Or The Playout & Uplink Location,The Television Provider Receives Signals From Various Programming Sources, Compresses These

Signals Using Digital Compression (Scrambling If Necessary), And Beams A Broadcast Signal To The

Proper Satellite. The Satellite Receives The Signal From The Broadcast Station And Rebroadcast Them

To The Ground. The Viewers Dish PicksUp The Signal From The Satellite (Or Multiple Satellites In The Same Part Of The Sky) And Passes It On

To The Receiver In The Viewers House. The Receiver Processes The Signal And Passes It On To A

Standard Television. These Are The Steps In Greater Detail:


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Programming

Satellite TV Providers Get Programming From Two Major Sources: International Turnaround Channels

(Such As HBO, ESPN And CNN, STAR TV, SET, B4U Etc) And Various Local Channels (Sabe TV,Sahara TV, Doordarshan, Etc). Most Of The Turnaround Channels Also Provide Programming For Cable

Television, So Sometimes Some Of The DTH Platforms Will Add In Some Special Channels Exclusive

To Itself To Attract More Subscriptions. Turnaround Channels Usually Have A Distribution Center ThatBeams Their Programming To A Geostationary Satellite. The Broadcast Center Uses Large Satellite

Dishes To Pick Up These Analog And Digital Signals From Several Sources .

Broadcasting CentersThe Broadcast Center Converts All Of This Programming Into A High-Quality, Uncompressed DigitalStream. At This Point, The Stream Contains A Vast Quantity Of Data About 270 Megabits Per Second

(Mbit/S) For Each Channel. In Order To Transmit The Signal From There, The Broadcast Center Has To

Compress It. Otherwise, It Would Be Too Big For The Satellite To Handle. The Providers Use TheMPEG-2 Compressed Video FormatThe Same Format Used To Store Movies On Dvds. With MPEG-

2 Compression, The Provider Can Reduce The 270-Mbit/S Stream To About 3 Or 10 Mbit/S (Depending

On The Type

Of Programming).

This Is The Crucial Step That Has Made DTH Service A Success. With Digital Compression, A Typical

Satellite Can Transmit About 200 Channels. Without Digital Compression, It Can Transmit About 30Channels. At The Broadcast Center, The High-Quality Digital Stream Of Video Goes Through An

MPEG-2 Encoder, Which Converts The Programming To MPEG-2 Video Of The Correct Size And

Format For The Satellite Receiver In Your House.

Encryption And TransmissionAfter The Video Is Compressed, The Provider Needs To Encrypt It In Order To Keep People From

Accessing It For Free. Encryption crambles The Digital Data InSuch A Way That It Can Only BeDecrypted (Converted Back Into Usable Data) If The Receiver Has The Correct Decoding Satellite

Receiver With Decryption Algorithm And Security Keys. Once The Signal Is Compressed And

Encrypted, The Broadcast Center Beams It Directly To One Of Its Satellites. The Satellite Picks UpThe Signal, Amplifies It And Beams It Back To Earth, Where Viewers Can Pick It Up.

The DishA Satellite Dish Is Just A Special Kind Of Antenna Designed To Focus On A Specific Broadcast Source.The Standard Dish Consists Of A Parabolic (Bowl-Shaped) Surface And A Central Feed Horn. To

Transmit A Signal, A Controller Sends It Through The Horn, And The Dish Focuses The Signal Into A

Relatively Narrow Beam. The Dish On The Receiving End Cant Transmit Information; It Can Only


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Receive It. The Receiving Dish Works In The Exact Opposite Way Of The Transmitter. When A Beam

Hits The Curved Dish, The Parabola Shape ReflectsThe Radio Signal Inward Onto A Particular Point, Just Like A Concave Mirror Focuses Light Onto A

Particular Point. The Curved Dish Focuses Incoming Radio Waves Onto The Feed Horn. In This Case,

The Point Is The Dishs Feed Horn, Which Passes The Signal Onto The Receiving Equipment. In An Ideal

Setup, There Arent Any Major Obstacles Between The Satellite And The Dish, So The Dish Receives AClear Signal.

In Some Systems, The Dish Needs To Pick Up Signals From Two Or More Satellites At The Same Time.

The Satellites May Be Close Enough Together That A Regular Dish With A Single Horn Can Pick Up

Signals From Both. This Compromises Quality Somewhat, Because The Dish Isnt Aimed Directly At One Or More Of The Satellites. A New Dish Design Uses Two Or More Horns To Pick Up Different

Satellite Signals. As The Beams From Different Satellites Hit The Curved Dish, They Reflect At Different

Angles So That One Beam Hits One Of The Horns And Another Beam Hits A Different Horn. The

Central Element In The Feed Horn Is The Low Noise Blockdown Converter, Or LNB. The LNBAmplifies The Signal Bouncing Off The Dish And Filters Out The Noise (Signals Not Carrying

Programming). The LNB Passes The Amplified, Filtered Signal To The Satellite Receiver Inside TheViewers House.

The Receiver

Further Information: Set-Top Box (STB) The End Component In The Entire Satellite TV System Is The

Receiver. The Receiver Has Four Essential Jobs: It De-Scrambles The Encrypted Signal. In Order To

Unlock The Signal, The Receiver Needs The Proper Decoder Chip For That Programming Package. TheProvider Can Communicate With The Chip, Via The Satellite Signal, To Make Necessary Adjustments To

Its Decoding Programs. The Provider May Occasionally Send Signals That Disrupt Illegal De-Scramblers,As An Electronic Counter Measure (ECM) Against Illegal Users. It Takes The Digital MPEG-2 SignalAnd Converts It Into An Analog Format That A Standard Television Can Recognize. Since The Receiver

Spits Out Only One Channel At A Time, You Cant Tape One Program And Watch Another. You Also

Cant Watch Two Different Programs On Two Tvs Hooked Up To The Same Receiver. In Order To DoThese Things, Which Are Standard On Conventional Cable, You Need To Buy An Additional Receiver.

Some Receivers Have A Number Of Other Features As Well. They Pick Up A Programming Schedule

Signal From The Provider And Present This Information In An Onscreen Programming Guide. ManyReceivers Have Parental Lock-Out Options, And Some Have Built-In Digital Video Recorders (Dvrs),

Which Let You Pause Live Television Or Record It On A Hard Drive. While Digital Broadcast Satellite

Service Is Still Lacking Some Of The Basic Features Of Conventional Cable (The Ability To Easily Split

Signals Between Different Tvs And Vcrs, For Example), Its High-Quality Picture, Varied ProgrammingSelection And Extended Service Areas Are Features Now Seen As An Alternative. With The Rise Of

Digital Cable, Which Also Has Improved Picture Quality And Extended Channel Selection, The TV War

Is Really Heating Up. Just About Anything Could Happen In The Next 10 Years As All Of These

Television Providers Battle It Out.


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Implication:

1. Introduction Stage

Seven Years Ago, Launching A Direct-To-Home Service Could Have Been A Recipe For Disaster.Investment Costs Were Very High So Customers Had To Fork Out Much More.

But Today, The Market Has Been Transformed: Prices Of The Dish And The Set- Top-Box HaveCrashed Through The Roof, Overall Investment In Putting Up A DTH Infrastructure Has Dropped And

Customers Are Also Reaping The Benefits Of More Attractive Tariffs.

Just A Few Year Ago, When Star TV Made An Unsuccessful Attempt To Launch DTH, The SameSystem Cost Rs 14,000 To Rs 15,000 At That Time A Cable Operators Charging Rs. 1000 To Rs.2000

Deposit (For Cables And Other Requirement) And Monthly Average Rs.175 (For Channel) Service. And

Because The Costs Were So High, Companies That Were Planning To Offer DTH Services Hit On TheOnly Survival Strategy That They Could Think Of: Subsidies The Box At Rs 5,000, But Make It Up By

Asking Customers To Fork Out A Steep Rs. 700 A Month For The Basic Bouquet On DTH. But The Fall

In Box Prices Have Helped In Offering The Services At An Attractive Price, Which Is Expected To Start

From As Low As Rs. 100 For 38 Channels Going Up Depending On The Quality Of The ChannelsShown.

As A Result, Siti Cable Is Looking At A Large Number Of Subscribers To Get Hooked On To The DTH

Channel. The Target Is To Rope In As Many As 1 Million Subscribers In A Period Of 15 Months. This

Certainly Isn't A Niche Product. What Has Added To The Viability Is That The Upfront Cost Of PuttingUp The DTH Platform Has Also Fallen. We Are Investing Rs 250 Crore (Rs 2.5 Billion) On The Project

For 38 Channels And The Same Infrastructure Is Being Leveraged To Run The Company's Head End In

The Sky Infrastructure. Even If We Assume That 50 Per Cent Of The Remaining TV Owners Do NotHave The Cash To Go For Cable Services, There Are Still As Many As 20 Million Households Waiting

To Be Tapped. Many Of Them Live In Remote Areas, Isolated

Pockets Where Cable TV Is Unviable, And DTH Could Be The Only Answer .


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2. Growth Stage

After The Introduction Growth Stage Comes. From The Above Graphical Presentation We Can See ThatThe Subscribers Of DTH Service Industry Is Increase With Increasing Rate. Year Is Plating On X Axis

And Subscriber Is On Y Axis.

Here, Life Cycle Of Industry Is Interpreted With The Help Of Six Years Analysis. If We Can Talk About Earli

Means 2004-05, Then At That Time There Was Only One Player And Also Government Is Not Helping Like TodaAlso Awareness Of This Service Is Not So Much.

After 2004-05, The Growth In Subscribers Is Increase. Because At That Time There Were 2 New

Companies Also Entered In The Market. And Also Awareness, Life Style Of Our Countrys PeopleIncrease. After 2006-07, It Is Increase Very Much. Because In 2008 There Were 10mn Subscribers.

So, We Can Say That This Industry Is On Growth Stage.


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Airtel:


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Big TV:


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Research Methodology

Sampling design

Population consist of DTH retailers

Types of sampling CONVENIENT SAMPLING

Research Approach Descriptive

Techniques to be used in research approach Survey and interview

Sampling Unit Individual retailers.


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Chapter III


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Data Analysis

1. Which of the following brands are available in your home?

S.No. Market Tata

Sky

Dish

TV

Airtel Reliance

Big TV

Videocon Sun

Direct

1 Sipri Bazar 5 4 5 5 4 4

2 Manikchowk 5 3 5 4 3 4

3 Sadar Bazar 5 5 5 3 4 4

5 5 5

4

3

55 5 55

4

3

4

3

44 4 4

0

1

2

3

4

5

6

Sipri Bazar Manikchowk Sadar Bazar

1 2 3

Tata Sky

Dish TV

Airtel

Reliance Big TV

Videocon

Sun Direct


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Interpretation :

It is evident from the above table that Tata Sky and Airtel DTH Products are

available in the greatest quantity in a;; the three markets. Videocon DTH product

is available in the least quantity.

Table 2 :

Top products available in Sipri Bazar Area

S.No. Products Retail Outlets Percentage1 Tata Sky 5/5 100

2 Airtel 5/5 100

3 Dish TV 4/5 80

4 Reliance Big TV 4/5 80

Top Four brands available in Sipri Bazar

5

5

4

4

1 Tata Sky 2 Airtel 3 Dish TV 4 Reliance Big TV


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Interpretation :

It is evident from the above Table 2 that Tata Sky and Airtel jointly share theno. 1 spot in terms of availability. Similarly Dish TV and Reliance Big TV share

the joint second spot.

Table 3 :

Top products available in Manik Chowk Area

S.No. Products Retail Outlets Percentage

1 Tata Sky 5 100

2 Airtel 4 80

3 Reliance Big TV 3 60

4 Sun Direct 3 60

Top Products available in Manik Chowk Area

5

4

3

3

1 Tata Sky 2 Airtel 3 Reliance Big TV 4 Sun Direct


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Interpretation :

It is clear from the Table 3 that Tata Sky product is available in the highest nofollowed by Airtel and Reliance Big TV and Sun Direct share the third spot.

Table 4 :

Top Four Products available in Sadar Bazar Area


1 Tata Sky 5 100

2 Airtel 4 80

3 Videocon 4 80

4 Sun Direct 3 60

Top brands in Sadar Bazar Area

5

4

4

3

1 Tata Sky 2 Airtel 3 Videocon 4 Sun Direct


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Interpretation :

It is evident from Table 4 that Tata Sky is available in the greatest quantity.

Airtel and Videocon share the second spot, followed by Sun Direct.

Table 5 :

Top Products sold in Sipri Bazar Area


1 Airtel 2 40

2 Tata Sky 1 20

3 Dish TV 1 20


Total 5 100


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Interpretation :

It is clear from Table 5 that Airtel DTH product is the top product in Sipri Bazar

area. others share the second spot in the market.

Table 6 :

Top Four Products sold in Manik Chowk Area


1 Dish TV 2 40

2 Tata Sky 1 20

3 Airtel 1 20

4 Videocon 1 20

Total 5 100

Top Four products in Sipri Bazar Area

2

1 1 1

0

0.5

1

1.5

2

2.5

Airtel Tata Sky Dish TV Reliance Big TV

1 2 3 4

Products

Retail Outlets


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Interpretation :

It is evident from Table 6 that the Dish TV product is the most sold in the in

Manik Chowk area. Tata Sky, Airtel and Videocon share the second spot.

Table 7 :

Top Products sold in Sadar Bazar Area


1 Airtel 3 60

2 Tata Sky 2 40

3 X x x

4 X x x

Total 5 100

Top Four products in Manik Chowk

2

1 1 1

0

0.5

1

1.5

2

2.5

Dish TV Tata Sky Airtel Videocon

1 2 3 4

Products

Retail Outlets


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Interpretation :

It is clear from Table 7 that Airtel is the highest sold product closely followed by

Tata Sky.

4. What are the total monthly sales of the DTH products in your shop?

No. of products sold per month on avg in the carious areas

Products Sipri Bazar Manik Chowk Sadar Bazar

Total 37 55 40

Tata Sky 12 14 22

Dish TV 5 18 11

Others 20 23 7


3

2

0

1

2

3

4

1 2 3 4

Products

Retail Outlets


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Interpretation :It is clear from Table 8 that Tata Sky has got higher sales inSipri Bazar and the Sadar Bazar Markets while Dish TV has got higher Sales inthe Manik Chowk Market.

5. What is the reorder duration of the DTH products in your shop?

Reorder duration of the retail outlets to the company

Table 9

S.No. Market Weekly Monthly Not Fixed

1 Sipri Bazar 2 1 2

2 Manikchowk 3 2 x

3 Sadar Bazar 1 2 2

No. of Products sold per month on avga in the various areas

37

55

40

1214

22

5

18

11

2023

7

0

10

20

30

40

50

60

Sipri Bazar Manik Chowk Sadar Bazar

Areas

Total

Tata Sky

Dish TV

Others


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Interpretation :

It is evident from Table 9 that reorder duration varies among the retail outlets in

different areas. Overall weekly reorder level is the most prevalent amongst all the

retail outlets.

Reorder Duration of the retail outlets to the Company

2

3

11

2 22

0

2

0

0.5

1

1.5

2

2.5

3

3.5


1 2 3

Areas

Weekly

Monthly

Not Fixed


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6. Please indicate your satisfaction level with Tata Sky?

Table 10

S.No. Market Highly

Satisfied

Satisfied Not

Satisfied

1 Sipri Bazar 4 1 x

2 Manikchowk 1 4 x

3 Sadar Bazar 3 2 x

Interpretation :

It is evident from Table 10 that majority of the retailers are highly satisfied with

the Tata Sky service in Sipri & Sadar Bazar. In Manik Chowk area most of the

retailers are satisfied with the Tata Sky service. No retailer is dissatisfied with the

Tata Sky service.

Satisfaction with Tata Sky Service

4

1

3

1

4

2

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5


1 2 3

Areas

Highly Satisfied

Satisfied

Not Satisfied


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7. Please indicate your satisfaction level with Dish TV?

Table 11

S.No. Market Highly

Satisfied

Satisfied Not

Satisfied

1 Sipri Bazar X 1 4

2 Manikchowk 1 4 x

3 Sadar Bazar X 2 3

Interpretation :

It is evident from Table 11 that majority of the retailers are either satisfied or

dissatisfied with the Dish TV service in the Sipri Bazar & Sadar Bazar area.

However in Manik Chowk area the satisfaction level is greater. Overall we can

conclude that satisfaction level of Tata Sky is far greater than Dish TV.

Satisfaction with Dish TV Service

11

4

2

4

3

0

0.5

1

1.52

2.5

3

3.5

4

4.5


1 2 3

Markets

Highly Satisfied

Satisfied

Not Satisfied


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8. Trade schemes offered by which DTH provider is considered better by you?

Table 12

Retailers opinion on Trade schemes offered by both DTH provider.

S.No. Market Tata Sky Dish TV

1 Sipri Bazar 4 1

2 Manikchowk 2 3

3 Sadar Bazar 3 2

Interpretation :

It is evident from Table 12 that in retailers opinion, schemes offered by TATA Sky

are better than that of DISH TV in Sipri Bazar and Sadar Bazar markets. However

in the Manik Chowk area retailers consider the schemes offered by Dish TV as

better.

Trade Schemes offered by both Companies

4

2

3

1

3

2

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5


1 2 3

Markets

Tata Sky

Dish TV


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9. In your opinion promotions offered by which company is better?

Table 13

Opinion on Promotions offered by both companies.


1 Sipri Bazar 5 0

2 Manikchowk 1 4

3 Sadar Bazar 4 1

Interpretation :

It is clear from Table 13 that in the Sipri Bazar and Sadar Bazar markets, majority

of the retailers believe that the promotions offered by the Tata Sky are better

than Dish TV.However in the Manik Chowk market most retailers believe that

Promotions offered by Dish TV are better.

Promotions Offered by both Companies

5

1

44

1

0

1

2

3

4

5

6


1 2 3

Markets

Tata Sky

Dish TV


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10. Do you feel that the TV advertisements stimulate the sales of DTH

products?

Table 14

The influence of TV ads in Stimulating the sales of DTH Products.


1 Sipri Bazar 5 0

2 Manikchowk 5 0

3 Sadar Bazar 5 0

Interpretation :

It is clear from Table 14 that the retailers unanimously believe that the T.V.

advertisements stimulate the sales of DTH products.

Influence of TV ads in Sales Increase

5 5 5

0

1

2

3

4

5

6


1 2 3

Markets

Tata Sky

Dish TV


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11. What is the influence of TV ads on the sales of DTH products in the off

season?

Table 15

Influence of TV advertisements on the off season sale

S.No. Market Increased No Effect

1 Sipri Bazar 4 1

2 Manik chowk 4 1

3 Sadar Bazar 4 1

Interpretation :

It is evident from the Table 15 that most retailers believe that the T.V.

advertisements increase the sales of DTH products in the off season.

Aadvertisement Influence on the off Season Sale

4 4 4

1 1 1

00.5

11.5

2

2.533.5

44.5


1 2 3

Markets

Increased

No Effect


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12. Which of the following modes of payments are suitable in your shop?

Table 16

The Mode of Payments for the DTH product

S.No. Market Full Payment through

Cash / Cheque

Credit Payment

1 Sipri Bazar 5 0

2 Manikchowk 5 0

3 Sadar Bazar 5 0

Interpretation :

It is clear from the Table 16 that all the retailers in all three markets ouept

only full payment through either Cash or Cheque and there is no system of Credit

Card payment.

DTH Products supply on Cash / Cheque or Credit

5 5 5

0

1

2

3

4

5

6


1 2 3

Markets

Cash / Cheque

Credit Payment


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13. Which type of package is the most demanded by the consumers?

Table 17


S.No. Market Monthly Package Quarterly Package

1 Sipri Bazar 5 0

2 Manikchowk 5 0

3 Sadar Bazar 4 1

Interpretation :

It is clear from the Table 17 that the Monthly package is the most demanded

by the consumers.

Most Demanded Package

5 5

4

1

0

1

2

3

4

5

6


1 2 3

Markets

Monthly

Quarterly


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14. Which of these two has fewer complaints from the consumers?

Table 18


1 Sipri Bazar 5 0

2 Manikchowk 3 2

3 Sadar Bazar 4 1

Interpretation :

It is evident from the Table 18 that on average, Tata Sky attracts much

fewer complaints from the customers than Dish TV.

Fewer Customer Complaints

5

3

4

2

1

0

1

2

3

4

5

6


1 2 3Markets

Tata Sky

Dish TV


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Results discussion

1. TATA SKY is the highest selling DTH product in the Jhansi district.

2. AIRTEL is giving close competition to TATA SKY, in the DTH market.

3. DISH TV lags far behind TATA SKY and AIRTEL in terms of sales in the DTH market.

4. A majority of the retailers contend that the installation service of the AIRTEL is the most

prompt.

5. Most retailers were of the view that the packages provided by the TATA SKY were the most

economical.

6.A majority of the retailers expressed their dissatisfaction with the distributor of the DISH TV,

helding him responsible for the declining sales of the DISH TV products.

7.A majority of the retailers in the sipri bazaar and sadar bazaar areas contended that the trade

schemes and consumer promotions offered by the TATA SKY are better than the DISH TV.

However, the situation reversed in the manik chowk area, where the majority of the retailers,

thought exactly the opposite.

8.A majority of the retailers said that monthly package was the most demanded by the

consumers.

9.A majority of the retailers said that the TATA SKY attracted fewer complaints from the

customers than the DISH TV.


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Chapter IV


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FINDINGS

The survey has been conducted taking into consideration all the major retailers in equal no. so

that the performance of the DISH TV and TATA SKY can be analyzed.

The feedback received from sample population depicts that TATA SKY is the leading and mostpreferred service provider in DTH industry, closely followed by AIRTEL.

Most of the people are getting awareness about DTH providers from Television advertisement ,Friends and Retailer

TATA sky ,AIRTEL are strong players of JHANSI market

Retailers contend that Distributors performance is best for AIRTEL and TATA SKY. Retailers also contend that the distributors performance for DISH TV is the worst. According to the retailers, TATA SKY provides the best schemes and packages. DISH TV is on a steady decline in the market, whereas AIRTEL is fastly catching up with the

market leader TATA SKY


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Recommended Strategy

Dish TV: As Dish TV Is Already Market Leader. So They Have To Go For Expansion ofDistribution Network. So Customer Of Dish TV And New Customer Are Easily Getting Their

Service And Recharge Coupon Also.

The Customer Is King Of The Market And To Win The Customer One Have To Implement

Service Marketing Concept And Provide Complete Satisfaction To Customer. To Make TheCustomer Loyal, The Quality Of The Service Provide By The Company Should Be Best And

As Per Customer Wants.

Service Provided By The Dish TV Is A-La-Carte. This Service Is Satisfy Customer NeedSo, To Introduce This Type Of Service May Attract To Customer.

Dish TV Have To Adopted Aggressive Pricing Strategy To Attract To Customer.

Indian People Have More Value Of Their Region. Company Has To Adopt The New Tie Up

With Region Channel. And Also Introduce Packages. So Customer Can Enjoy Their Region

Channel In Other State Also.

Tata Sky Introduces The TV Service On Mobile And Wheel. They Are Able To Capture The

Market. So, Dish TV Has To Introduce This Type Of Services.

Company Has To Focus On Rural Expansion .There Is Huge Market To Grab The Market Share.

Tata Sky:

TATA Sky Is The Best DTH Service Provider Among The Rivals, So They Should MaintainTheir Position With The Differentiation On The Basis On The Interactive As Well As The Sales

After Service To The Customers.

After That They Should Concentrate On The Top Of The Position With The Innovation InProduct As Well As The More Interactive Services Provide To The Customers.

They Should Also Provide The Recharge System Like The Reliance Big TV Provides TheRecharge Coupon For The Various Schemes.


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CONCLUSIONS

Key Success Factors

Innovative Services:

Innovation In Service Provided By DTH Industry Is Must And It Has A Significant Impact

On Growth Of DTH.

Dish Tv Is Comes With New Innovative Service Called A-La-Carte. This Service ProvidesTo Choose The Customer Extra 15 Channels From Their ALa- Carle Packs.

Dish TV Provide Active Service Like Job, Shaadi, Game Etc. They Provide Special BankActive Service That Called ICICI ACTIVE Through This You Can Done Your Bank Transaction .

Tata Sky Provides Tata Sky Offers A DVD Picture Quality And CD Quality In Sound. Tata Sky

Is Rated As Best Service Provider In The Industry.

Tata Sky Come With New Service S Called Multi Dwelling Unit (MDU) Model. ThisModel Provide One Dish Is Shared By Every Home Is A Good Way To Attract The Group OfThe Customer.

Low Scheme And Package Charge By Sun Direct. They Offer Regional Channel To All StateIn Their Packages.

Big TV Provides PIP (Picture In Picture) Service. This Service Provide Innovative FeatureAnd Also Enable Customer To View Twelve Channels At A Same Time. They Also Tied With The Oxygen For The Recharge With The Help Of Debit Cards,

Internet Banking, Mobile Mode Payment (SMS) Or By The Calling The Toll Free Number.

Distribution:

Intensive Distribution Must Be Used By All Players Because Of Cut-ThroatCompetition. Availability Of Product Everywhere Is Very Important And For That

Strong Distribution Network Is Required.


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Limitations

Few limitations arose while conducting this project, but these limitations could not restrict theprogress and completion of the present study.

Some of the inevitable limitations that crept in the study are as follows:-

Some of the respondents (retailers) were not genuinely helpful, cooperative and responsive.They were unwilling to share full information with the researcher.

Latest data about the various DTH service providers was not easily available. Some retailers saw the research work as their waste of time. Some retail owners were not present at the time of survey in their respective shops. This

delayed the research work.


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Appendix


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BIBLIOGRAPHY

News PapersEconomic Times

Business Standard

Financial ExpressTimes Of India

Search EngineGoogle

YahooMSN

Web SitesWww.Mib.Nic.In

Www.Dishtv.In

Www.Tatasky.ComWww.Sundirect.In

Www.Airtel.In/Digitaltv

Www.Bigtv.Co.InWww.Videocond2h.Com

Www.Indiabroadband.Net

Www.Indiatelevision.Com

Www.Indiainbusiness.Nic.In


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Table and chart

Table 1:

1. Which of the following brands are available in your home?S.No. Market Tata

Sky

Dish

TV

Airtel Reliance

Big TV

Videocon Sun

Direct

1 Sipri Bazar 5 4 5 5 4 4

2 Manikchowk 5 3 5 4 3 4

3 Sadar Bazar 5 5 5 3 4 4

Table 2 :

Top products available in Sipri Bazar Area


1 Tata Sky 5/5 100

2 Airtel 5/5 100

3 Dish TV 4/5 80

4 Reliance Big TV 4/5 80


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Table 3 :

Top products available in Manik Chowk Area


1 Tata Sky 5 100

2 Airtel 4 80


4 Sun Direct 3 60

Table 4 :

Top Four Products available in Sadar Bazar Area


1 Tata Sky 5 100

2 Airtel 4 80

3 Videocon 4 80

4 Sun Direct 3 60


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Table 5 :

Top Products sold in Sipri Bazar Area


1 Airtel 2 40

2 Tata Sky 1 20

3 Dish TV 1 20


Total 5 100

Table 6 :

Top Four Products sold in Manik Chowk Area


1 Dish TV 2 40

2 Tata Sky 1 20

3 Airtel 1 20

4 Videocon 1 20

Total 5 100


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Table 7 :



1 Airtel 3 60

2 Tata Sky 2 40

3 X X x

4 X X x

Total 5 100

4. What are the total monthly sales of the DTH products in your shop?

Table 8:

No. of products sold per month on avg in the carious areas

Products Sipri Bazar Manik Chowk Sadar Bazar

Total 37 55 40

Tata Sky 12 14 22

Dish TV 5 18 11

Others 20 23 7


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Table 9

S.No. Market Weekly Monthly Not Fixed

1 Sipri Bazar 2 1 2

2 Manikchowk 3 2 x

3 Sadar Bazar 1 2 2

Table 10

S.No. Market Highly

Satisfied

Satisfied Not

Satisfied

1 Sipri Bazar 4 1 x

2 Manikchowk 1 4 x

3 Sadar Bazar 3 2 x

Table 11

S.No. Market Highly

Satisfied

Satisfied Not

Satisfied

1 Sipri Bazar X 1 4

2 Manikchowk 1 4 x

3 Sadar Bazar X 2 3


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Table 12

Retailers opinion on Trade schemes offered by both DTH provider.


1 Sipri Bazar 4 1

2 Manikchowk 2 3

3 Sadar Bazar 3 2

Table 13

Opinion on Promotions offered by both companies.


1 Sipri Bazar 5 0

2 Manikchowk 1 43 Sadar Bazar 4 1


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Table 14

The influence of TV ads in Stimulating the sales of DTH Products.


1 Sipri Bazar 5 0

2 Manikchowk 5 0

3 Sadar Bazar 5 0

Table 15

Influence of TV advertisements on the off season sale

S.No. Market Increased No Effect

1 Sipri Bazar 4 1

2 Manik chowk 4 1

3 Sadar Bazar 4 1

Table 16


S.No. Market Full Payment through

Cash / Cheque

Credit Payment

1 Sipri Bazar 5 0

2 Manikchowk 5 0

3 Sadar Bazar 5 0


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Table 17


S.No. Market Monthly Package Quarterly Package

1 Sipri Bazar 5 0

2 Manikchowk 5 0

3 Sadar Bazar 4 1

Table 18


1 Sipri Bazar 5 0

2 Manikchowk 3 2

3 Sadar Bazar 4 1


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Questionnaire

1. Name of the Retailer - _________________________i) Phone No.____________ii) Address -

____________________________________________________________________

2. Which of the following DTH products are available in your shop?

3. The top brands purchased by consumers in your shop are?

a) Tata Sky d) Videoconb) Dish TV e) Reliancec) Airtel f) Sun Direct

g) Any Other - ___________________ (Specify name )

1. _______________

2. _______________3. _______________4. _______________


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4.What are your total sales in terms of the number of DTH products per month in your shop?

5.What is the reorder duration of the DTH products in your shop?

6.Please indicate your satisfaction level with the Tata Sky supply?

7.Please indicate your satisfaction level with Dish TV Products.

a) Total no. Of DTH Products : __________________________b) Total no of TATA SKY Products: _______________________c) Total no. Of Dish TV products: ________________________

a) Weeklyb) Fortnightlyc) Monthly -d Not Fixed -

a) Highly Satisfied b) Satisfiedc) Not Satisfied -

a) Highly Satisfied b) Satisfiedc) Not Satisfied -


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8.Trade schemes offered by which DTH provider is considered better by you?

9. In your opinion, consumer promotions offered by which company are better?

10. Do you feel that TV advertisements stimulate the sales of DTH products?

11. What is the influence of TV ads on the sales of DTH products?

a) Tata Sky b) Dish TV

a) Tata Sky b)

Dish TV

a) Yes b) No

a) Increasedb) Decreasedc) No Effect -


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12. Which of the following modes of payment are acceptable in your shop?

13. Which type of package is the most demanded by the consumers?

14. Which of these 2 has fewer complaints from the customers?

15. Remarks, if any:

a) Full payment Through Cash/Chequeb) Instalmentsc) Credit Payment

a) Monthlyb) Quaterlyc) Half Yearly-d) Yearly -

c) Tata Sky d) Dish TV

Abi Final Report

Documents

Transcript of Abi Final Report