SERVICE QUALITY ANALYSIS & MARKETING ACTIVITIES FOR VIDEOCON d2h

SERVICE QUALITY ANALYSIS & MARKETING ACTIVITIES FOR VIDEOCON d2h

BY Dinesh PaikraoRoll no-56IIMP-MBA(Marketing)

STRUCTURE OF INDIAN DTH MARKET

The structure of the DTH industry in India can be categorized as an oligopoly. The word oligopoly is derived from the Greek for new sell. An oligopoly is a market from in which a market or industry is dominated by small number of sellers. An OLIGOPOLY is a market dominated by a few large suppliers. The degree of market concentration is very high. Firms within an oligopoly produce branded product and there are also barriers to entry. The key characteristics of oligopoly market are following-Few larger supplier dominates the market.Independence between firms.Each firm produces branded products.Significance entry barriers into the market in the long run which allows firms to make supernormal profits.Each industry is aware of the actions of the others

Company overviewVideocon d2h, the DTH arm of Videocon group is the fastest growing DTH service provider in India. Videocon d2h has 500 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. It carries 15 sports channels and all GEC channels on its platform. 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, the Videocon d2h platform will offer many new features and interactive services, thus providing a wonderful viewing experience to consumers.

Vision and mission COMPANYS VISION: To be a DTH category innovator with most advanced products and services.

COMPANYs MISSION: To strive towards making brand Videocon d2h, the highest top of the mind recall in the DTH category with strongest brand equity and most satisfied customer base

Market share

OBJECTIVES OF PROJECT:

PRIMARY OBJECTIVE:To do Service Quality Analysis by Market research of Videocon d2h using servqual model based upon:ReliabilityAssuranceTangiblesEmpathyResponsivenessTo find out the Factors influencing the service quality of Videocon d2h.To find out the communication medium responsible for awareness about the Videocon MDU facility. To know about the awareness of the Videocon MDU facility in puneSECONDARY OBJECTIVETo do Sales and Promotional activities in utsav mela (Exhibition), shivajinagar, pune of Videocon d2h set top boxes and Canopy activities undertaken in different areas of pune.To generate leads of developers of undergoing residential projects for MDU facility.

Products

MDUThe Multi Dwelling Unit (MDU) is a customized solution for connecting multiple houses within the same multi storied building with a single Antenna/Reflector to receive Direct-to-Home services .MDU is a centralized network consisting of multi switches and amplifiers for distributing the signal received by one or two Dish antennas.

The Dish Antenna captures the signals and transmits them through multi switches on to the individual STBs in the subscriber's flat. The setup is customized depending on the number of connections and the connectivity structure of the building.

Difference

FeaturesSet top boxHD digital set top boxHD dvd RecorderMosaic (12 PIP) - Genre wiseFavouritesMultilingual Channel GuidePreview Screen (Full Guide)Info BarTickersActive Services - Direct Active (State, Channel & East)Unlimited Recording

India's First Radio Frequency Remote (For DTH)Title/Time Based RecordingRewind/Forward (up to 64x)Pause Live TVMark- Skip- WatchAuto Serial RecordingIndia's First 1000 GB Asli "HD" Recorder (Inbuilt Hard Disk)Up to 1550 hours of RecordingRecord 2 Channels SimultaneouslyPause Live TVAuto Serial RecordingTitle / Time Based RecordingBuffer Memory Recording (60/90/120 mins)Mark-Skip-WatchSlow MotionRewind / Forward (upto 32x)Dual USB Ports

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ServQual Model

The SERVQUAL service quality model was developed by a group of American authors, 'Parsu' Parasuraman, Valarie Zeithaml and Len Berry, in 1985. It highlights the main components of high quality service. Businesses using SERVQUAL to measure and manage service quality deploy a questionnaire that measures both the customer expectations of service quality in terms of these five dimensions, and their perceptions of the service they receive. When customer expectations are greater than their perceptions of received delivery, service quality is deemed low.In additional to being a measurement model, SERVQUAL is also a management model. The SERVQUAL authors identified five Gaps that may cause customers to experience poor service quality i.e.(RATER).

ServeQual model

Service gapsGap 1: Between consumer expectation and management perceptionGap 2: Between management perception and service quality specificationGap 3: Between service quality specification and service deliveryGap 4: Between service delivery and external communicationGap 5: Between expected service and experienced service

From end usersPart 1

Reliability

Assurance

Tangibles

Empathy

Responsiveness

From project managersPart 2

Do you know about MDU provided by Videocon d2h?

Q1. Which factor do you think when you buy dth service?

How do you come to know about MDU provided by Videocon d2h ?

KEY FINDINGS

Service quality analysis:Reliability: 66% of people agree that video quality is reliable but 17% strongly disagree with it. 77% of people agree that audio quality is reliable and 14% strongly agree with it.so company is doing well as far as quality of video and audio is concerned however they should also neutralize the unhappy customers by resolving their queries.Assurance: 70% of people agree 22% strongly agree that service providers are good in communicating clearly, so company is doing well in giving assurances, they should also neutralize the unhappy customers by resolving their queries.Tangibles: From the above pie chart it is clear that 50% of people agree that retail outlets are enough in numbers and easily accessible whereas 31% strongly agree with it, so company is doing well as far as tangibles is concerned however they should also neutralize the unhappy customers by resolving their queries.Empathy: 70% of people agree that convenient periods and terms are provided for activation and recharge but 12% strongly disagree with it, so company is doing well however they should also neutralize the unhappy customers by resolving their queries.Responsiveness: 55% of people agree that service providers are willing to help them but 17% strongly disagree with it in addition to that 18% disagree with it. Company is not doing well as far as service providers response is concerned so they should resolve this issue by taking the customer point of view.The Factors influencing the service quality of Videocon d2h: 25% of people agree that good services are the factor for their buying criteria. Low price is followed by good services at 22% so the company is delivering its value proposition and USP.The communication medium responsible for awareness about the MDU facility: There is no advertisement of MDU facility and neither there is any investment in hoardings/newspaper.so Company should do advertisement as well as display hoardings or spread awareness through newspaper. They should increase increase the word of mouth publicity.

ContAwareness about Videocon d2h MDU facility: There is a communication gap between the service providers and the customers as 30% of customers are unaware about the MDU facility.Customers such as project managers should be lured by giving them commissions to successfully close the deal which will benefit greatly to the company.Sales and promotion: More than 10000 people visit the exhibition on week days and approximately 15000 on weekends so there is a good exposure of brand and enhances public awareness.Lead generation: Lead generation of more than 200 project managers in the pune region.it gives the data which can be subsequently converted into potential customers. Out of 200, 50 were ready to go with the brand so this information has helped the company greatly.

SUGGESTIONSr.noSuggestive themesExecution Activity POAInvestmentProjectedBusiness value outcome

1MDU(multi Dwelling Unit) AdvertisingThrough Website, newspapers,mobile appRs750000 Rs1000000

2Customized packagesMake my plan should be introduced for better customer experienceNACustomer delightment which will help sustain long-term relationship.

3Leverage the brand with MDU facilityOther products such as solar cells of Videocon can be leveraged with MDU facilityNAWill help sales of solar cells provided by the company

Cont..4Attract b2b market By offering certain percentage of profit or commissionRs1000000Rs2400000

5Irritating call remindersRemainders should be send only through sms or emailNASave the companys money and customers wont get irate.

6Signal ProblemsMPEG 4 technology receivers should be employed ---------It will provide uninterrupted service and it will meet customer expectations.

7Participation in exhibitionFor promotion participation should be frequent500000Will help in branding the product and ultimately sales.

Cont..7Participation in exhibitionFor promotion participation should be frequent500000Will help in branding the product and ultimately sales.

Thank you