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Industry profile
With the Indian economy booming at a GDP growth rate of 9.4%, there is a sense
of growth prevailing everywhere. The average Indian’s disposable income and
purchasing power has risen to never before levels. The Indian Entertainment &
Media industry is also not far behind. It is currently estimated at a worth of Rs. 450
billion with a CAGR of 18% over the next 5 years. Terms which were alien to
Indian like DTH, Digital Cable, and IPTV are suddenly finding presence in the
country’s journals.
Though DTH is comparatively the growth for the digital segment in rural areas
were 34%, 49% and 64% in the past three years (source: TAM annual universe
update – 2010) the growth in the rural segment can be attributed to frequent power
cuts in the rural areas. DTH platform gives the rural consumer access to their
favorite programs,, with the help of generators/invertors, which is not possible with
the cable service in most of the areas.
A report predicts that India would overtake Japan as Asia’s largest DTH by next
year and be the Asia’s leading cable market by 2010 and the most profitable pay-
TV market by 2015. This growth presents a lot of interesting scenarios.
History of Indian broadcasting
The history of Indian Television dates back to the launch of Doordarshan, the
country’s national television network in 1959. Television was then seen as a luxury
item that could be afforded only by a chosen few. The transmission was in Black &
White. The 9th Asian Games which held in 1982 in the country’s capital New Delhi
heralded the mark of color television broadcast in India.
In 1991, Indian economy was liberalized from the license raj and major initiatives
like inviting foreign direct investment, deregulation of domestic businesses
emerged this lead to the influx of foreign channels like Star TV and creation of
domestic satellite channels like Sun TV and Zee TV. This virtually destroyed the
monopoly held by Doordarshan.
In 1992, the cable TV industry started, it has literally changed the way the average
Indian watches the Television. The number of channels increased suddenly from 2
and the real entertainment started. Every city India had a complex web of co-axial
cables running through the streets with a new breed of entrepreneurs called as
cablewallahs of local cable operators (LCO) taking charge of distribution.
In 1995 government felt the need of regulations in Cable TV and passed the Cable
TV networks (regulation) Act. This was also the time when state owned
Doordarshan and All India Radio came under new holding called Prasar Bharti to
give them enough autonomy.
In 2001 TRAI issued the guidelines for operating DTH. Country’s first private
DTH license was awarded to dish TV in 2003 which started operations in 2004.
Prasar Bharti also started its product DD-Di
Current Players
Today the market shares of various players are as follows
Dish TV: 30%
Sun Direct: 25&
Tata Sky: 22%
Big TV: 137
Airtel: 8%
D2H: 2%
India has a total television population of close to 135 million, out of which 80%
have access to cable or satellite (i.e. 108 million). The total DTH subscribers are
close to 22 million. Thus the DTH has market share of approximately 20%. The
subscriber base for DTH in 2006 was meager 1 million. Now for an industry which
is just 5 years old, it is a great achievement.
In 2005 Dish TV was the only player in the DTH industry and was registering
subscriber growth mainly in the areas where cable TV as not available. The
subscribers were not ready for the cost of set top box. In 2007 CAS mandate was
introduced in selected metro cities, where users had to invest in a set top box.
Though the initiative was not very successful, it gave a wider acceptance to the
DTH and consumer became ready to pay for the set top box. Spotting the
opportunity Sun Direct launched its services in 2007 with a drastically low onetime
cost involved for the DTH subscribers. Followed by this Reliance Big TV and Air-
Tel and Videocon launched their services. The market became competitive. Every
player came with innovative offerings. Dish TV offered Movie on Demand free
worth the cost of set top box. Air-Tel and Big TV offered free subscription for first
few months etc. All these things were coupled with aggressive marketing
campaign. Tata sky gained the maximum subscribers during this period.
Environmental analysis
a. Threats of substitute.
DTH faces stiff competition from the terrestrial, cable and IPTV. As per the
industry estimates, there are 120 million TV homes, of which 71 million are
served by cable and around 6 million served by DTH with the remaining
taken by terrestrial transmission. As IPTV is a new entrant, there is not much
data on
Indian broadcasting pie
b. 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 television. The
transmission could be received using a low cost Yagi antenna.
Even with the wide reach and low cost approach that is possible with this
technology, due to the lack of attractive content, we do not see it as a
formidable threat.
c. Cable TV
Cable TV currently operates in 2 modes viz. through CAS covering cities
such as Chennai, parts of Delhi, Mumbai and Kolkata, and through NON-
addressable system in the rest of the country. As seen in the above fig, cable
TV enjoys a big share in comparison with other mediums.
In case of CAS controlled areas, the subscriber has to either buy or rent the
Set Top Box (STB) to see the pay channels. He can also see 70 odd Free-To-
Air (FTA) channels. On the other hand, in areas where non-addressable
system is used, all the channels are available without the necessity of any
separate receiver. Irrespective of whether CAS or not, the subscriber can
comfortably see the channels by paying anywhere between Rs. 100 to Rs.
300 per month depending on the place where he lives.
Due to the phenomenal reach of the cable TV, it poses a serious threat to the
growth of DTH industry. Also there would be resistance from the LCOs
lobby as DTH totally displaces them.
d. Internet Protocol Television (IPTV)
IPTV is a service where television signal are digitally sent over the
telecommunications line. It is often presented as a bouquet of Video (IPTV),
Audio (telephones) 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. Telecom
companies such as BSNL and MTNL have spotted these earnings potential
and have already started with trial implementation in cities like Bangalore
and Kolkata. Companies like reliance communication and Bharti Airtel also
planning to follow soon.
e. Bargaining Power of Suppliers:
DTH industry relies on three major suppliers: 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 set to overtake Japan as Asia’s largest DTH by next year, the
Bargaining power of Indian DTH operators with CPE suppliers have been
steadily increasing.
f. Bargaining power of buyers
We would take the entire broadcasting industry for analyzing the bargaining
power of the buyers. With enough options to choose both from the point of
alternate mediums like cable, IPTV and Terrestrial broadcast and from the
point of increasing DTH operators, the consumer is at his will to decide.
Customer will continue to have a high bargaining power until DTH
platforms try to differentiate them as superior players with better content and
clarity.
g. Inter firm rivalry
The inter firm rivalry is quite high. The competition form state owned DD-
Direct to private players is negligible form the content point of view as the
number of channels offered by DD-Direct is very limited. However, DD-
direct doesn’t not charge any monthly subscription fee which poses a threat
to the private players who charge monthly subscription charges.
Between Dish TV and Tata Sky there is an intensive rivalry exhibited by the
price wars and discount schemes offered to new connections. Being the first
mover, Dish TV had price advantage in both the STB as well as in procuring
the transponders. On the other hand, Tata Sky claims its STB offers superior
VD quality Video die to its advanced STB.
While Dish TV is planning to spend Rs. 850 crores over the next 3 years, the
rival Tata Sky is willing to spend Rs. 2000 crores over the medium term.
The companies have also set ambitious targets with Dish TV aiming to reach
4.5 million subscribers in the next 18 to 20 months while Tata Sky aiming
for 8 million subscribers by 2012.
Other than the price wars and intense competition in increasing the customer
base, there is also a competition at acquiring the content. Dish TV, Tata Sky
and Sun Direct are part of big groups that also have popular bouquet of
channels like Zee, Star and Sun respectively. The current set of litigations
can be grouped into two categories: the channels indirectly refuse content for
DTH operators by charging when the vendor is already capacity constrained
Threat of New entrants
With already 7 players in the DTH space, threat of new entrants is relatively
low. There are already enough competitions which will discourage new
firms to enter this business. While getting licenses is relatively easy, the
barriers to entry are high when it comes to pricing of CPE and getting the
required transponders. There is a definite First mover advantage which can
be inferred from by comparing prices of Dish TV vs Tata sky. So any new
entrant will face a high cost when it comes to equipments and transponders.
Challenges Faced by the Industry
Policy and Regulation
Being a nascent industry, there are lots of teething issues with the current
policy framework and the way it is regulated in reality. Some of the notable
challenges faced are below:
Lack of exclusive content
In the global DTH market, competitions are mostly no providing niche
content. In India, TRAI does not allow a broadcaster to offer content
exclusively to a specific player. Hence content differentiation as a USP is
not possible currently in the India scenario. TRAI has clearly indicated that
exclusivity can be provided only when DTH operators are feeling that
without content differentiation, the competition can only be on price which
may even cannibalize the industry.
Cap on Foreign Investment
As per the current policy, the total foreign equity including FDI/NRI/
OCB/FII cannot exceed 49% and within that FDI component cannot exceed
20%. This would reduce the interest of foreign investors as they cannot get a
controlling stake in the company in spite of a heavy investment. On the
contrary, up to 74% of foreign equity, with no limit on FDI, is allowed in the
Cable industry, with DTH being a capital intensive industry, these
limitations hurt the expansion plans of the cash constrained operators.
Cap on cable Company/Broadcaster Investment
In order to ensure a fair competition, the current regulation restrict the cap
on Broadcaster/Cable company investment in the DTH venture to 20% and
also prevent the DTH firm to hold more than 20% in a Broadcaster/Cable
company. As one can see, DTH operators are able to overcome this
challenge by spinning of new companies. But removing this rule would
reduce the bureaucracy involved and also reduce the content cost for an
operator due to the synergies created between him and Broadcaster.
Quality of Service Issues
There are couples of QoS issue which currently affect the DTH operators.
They are
Technical Glitch-Rain Fade
By definition, Ku band signals get weakened by rain and snow. This results
in reduced image clarity and sometime total cutoff. This is a fundamental
problem with the design of the transmission frequency. In India, people are
glued to their TV soaps and sports events like cricket matches. So even a
tiny service disruption, during these events is seen as a major weakness of
the DTH platform.
Poor Levels of Service
A search on India's popular consumer forum Mouthshut.com reports that
only 28% recommend Dish TV and 57% recommend Tata sky. Even with
the skew for the errors and incorrect date, this shows the low satisfaction
levels of consumers. Some of the glaring complaints are Poor after-sales
support, Removal of channels off air without notification, Open-ended
contractual agreements favoring the operators and lack of grievance cells.
Company profile
Dish TV
Industry DTH Pay TV
Founded 2004
Headquarters Noida, India
Area served India, Pakistan, Sri Lanka,
Nepal, Bangladesh
Products Direct broadcast satellite
Parent Zee Network Enterprise
Date of Establishment 1988
Revenue 241.98 ( USD in Millions )
Market Cap 70113.2305005 ( Rs. in Millions )
Corporate Address Essel House B-10,Lawrence Road Industrial
Area, Delhi-110035, Delhi
www.dishtv.in
Management Details Chairperson - Subhash Chandra
MD - Jawahar Lal Goel
Directors - Arun Duggal, Ashok Kurien, B D
Narang, Eric L Zinterhofer, Eric Zinterhofer,
Jagdish Patra, Jawahar Lal Goel, Lakshmi Chand,
Mintoo Bhandari, Pritam Singh, R C Venkateish,
Sanjay H Patel, Subhash Chandra
Business Operation TV Broadcasting & Software Production
Background Dish TV is a part of Essel Group, is India’s first
direct to home entertainment service. The
company provides around 225 channels, highest
in numbers in this segment. It also provides
games, interactive TV, Movies on Demand, etc.
Dish TV is market leader in Direct to home
(DTH) service having a pan-<st1:country-reg<
td=""></st1:country-reg<>
Financials Total Income - Rs. 11534.015741 Million ( year
ending Mar 2010)
Net Profit - Rs. -2621.325328 Million ( year
ending Mar 2010)
History
DTH service was launched back in 2004 by launching of Dish TV by Essel
Group's Zee Entertainment Enterprises. Dish TV is on the same satellite
where DD Direct+ was, DD Direct+ shifted to INSAT 4B which is adjacent
to NSS-6.
Dish TV was only DTH operator in India to carry the two Turner
channels Turner Classic Movies and Boomerang. Both the channels were
removed from the platform due to unknown reasons in March 2009. In
October 2010 Dish TV added the long awaited Neo Sports and Neo Cricket
on its platform.
Dish TV is a part of Essel Group, is India’s first direct to home
entertainment service. The company provides around 225 channels, highest
in numbers in this segment. It also provides games, interactive TV, Movies
on Demand, etc.
Dish TV is market leader in Direct to home (DTH) service having a pan-
India presence. It has a subscriber base of over 4.5 million. It has
distribution network of 575 distributors with presence in 45,000 outlets
spread in 6500 towns in India.
Dish TV India has three subsidiaries namely Your Integrated Subscriber
Management Services (ISMSL), Agrani Satellite Services (ASSL) and
Agrani Convergence (ACL).
Dish TV is available across the country and adjacent countries
like Nepal, Bhutan, Sri Lanka, Gulf Countries, Bangladesh & Pakistan. As
Pakistan is one of India's neighbors, its frequency is available in its radius.
Dish TV imparts DVD quality picture and stereophonic sound effects to the
customers. It promises to change the experience of TV viewing with its
uninterrupted transmission service. The Endeavour enters next level of
entertainment with futuristic features, such as EPG (Electronic Programme
Guide), Parental lock, games, 400 channels, interactive TV and movie on
demand. Dish TV also brings exclusive national and international channels
for the first time in India.
Dish TV is a division of Zee Network Enterprise (Essel Group Venture).
EGV has national and global presence with business interests in media
programming, broadcasting & distribution, specialty packaging and
entertainment. Zee Network incorporated Dish TV to modernize TV
viewing. Dish TV is India’s first direct to home (DTH) entertainment
service. By digitalizing Indian entertainment, this enterprise brought best
television viewing technology to the living room. It not only transmits high
quality programmes through satellite; but also gives a complete control of
selecting.
Dish TV is a division of Zee Network Enterprise (Essel Group Venture).
EGV has national and global presence with business interests in media
programming, broadcasting & distribution, specialty packaging and
entertainment. Zee Network incorporated Dish TV to modernize TV
viewing. Dish TV is India’s first direct to home (DTH) entertainment
service. By digitalizing Indian entertainment, this enterprise brought best
television viewing technology to the living room. It not only transmits high
quality programmes through satellite; but also gives a complete control of
selecting channels and paying for them. To experience the new life breathing
in television technology, Dish TV extends high quality broadcast and
thorough entertainment.
Outlook
Currently there are around 7-8 million DTH subscribers, which is anticipated
to increase to 25-27 million by 2012. Major players in DTH segment are
Dish TV, Tata Sky, BIG TV and Bharti Airtel's Digital TV.
Dish TV is focusing on brand building so as to add more customers by
making Shah Rukh Khan a brand ambassador.
Dish TV has set up zonal structures in 7 zones in order to garner a wider
customer base.
Vision of the company
To be the leader in the way the world communicates by providing innovative
technology, quality products and dynamic services.
Mission of the company
To place our satellite dish in every home, school and business throughout
the world.
Product profile
Product
Name
Yea
r
Mont
h
Sales
Quantit
y
Sales
Value(Rs.Milli
on)
% of STO
Spare Parts
and Other
201
0
03 0.00 19.82 0.18
Items
Cable, Dish
and
LNB,VC
and Other
Items
201
0
03 0.00 2.64 0.02
Set Top
Boxes, VGA
Box and
DVR
201
0
03 1530.00 1.33 0.01
Going the DTH way has a lot of benefits. You are automatically upgraded to
a host of world class features that makes television viewing a pleasurable
experience. Have a look at some of the key add on benefits that Dish
TV brings to your home.
Digital Picture Quality
The exceptional digital and direct-to-home transmission ensures you
watch all your favorite programmes in true DVD quality.
Stereophonic Sound
The Direct-to-Home satellite transmission treats your ears to a true
theatre experience by providing awesome stereophonic sound.
Geographic Mobility
No matter which part of the country you are in or moving to, Dish
TV with its all India coverage ensures direct signals wherever you are.
Uninterrupted Viewing
With Dish TV at your home, as long as your equipment is connected to a
power source you can enjoy uninterrupted transmission of your favorite
programmes.
Capacity up to 400 DTH Channels
Dish TV can offer you up to 400 entertaining channels. And that's not all,
every month more channels will be added to provide complete
entertainment to your family
Dyna Boost
Dish TV is using the NSS6 satellite at 95.0°E designed specifically for
DTH operations. It is equipped with Automatic Level Control (ALC)
feature that enables the satellite to maintain constant satellite EIRP even in
case of uplink signal degradation due to weather conditions such as rain,
fog or clouds.
INSTAFLIP
DISHTV’S INSTAFLIP technology helps you change channels quickly and
conveniently. Our efficient processors make it possible for you to browse
through all 240+ channels and services in less than 2 seconds. So get set
browsing all the channels on DISHTV with fast scrolling, intuitive
navigation and quick flip surfing.
MDU
The Multi Dwelling Unit, it is customized solution for connecting multiple
houses within the same multi storied building with a single/ two Dish
Antennae to receive DTH services. Common dish installed on the terrace of
the multi storied building powers TV sets in multiple homes in the building
through a cable, which runs into each flat. And once installed, members have
the choice of subscribing to the connection.
DTH is the concept of receiving the satellite directly in the home. A small
dish is to be installed to receive the satellite in the home. One connection
needs one dish to receive satellite. This leads to number of dishes in any
multi storied building having many subscribers. 50 subscribers mean 50
dishes on the roof.
MDU is a centralized network consisting of multi switches & amplifiers for
distributing the signal received by one/two Dish antenna
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 combination depending on the number of connections and the
connectivity structure of the building.
Advantage of MDU
Each and every customer in the building does not have to have a separate
Dish Antenna to receive DTH services. Common dish in the building can be
used.
Additional dish is not required to be installed for any additional subscriber in
the building.
It is easy to maintain one or two dish antenna in a building rather than
maintaining number of dishes.
Position of Dish TV in product life cycle
KEY EXECUTIVES
S.N
o
Name Designation
1 Subhash Chandra Chairman
2 Jawahar Lal Goel Managing Director
3 Sanjay H Patel Alternate Director
4 Ashok Kurien Non Executive Director
5 Mintoo Bhandari Non Executive Director
6 B D Narang Independent Director
7 Arun Duggal Independent Director
8 Pritam Singh Independent Director
9 Lakshmi Chand Independent Director
10 Eric L
Zinterhofer
Independent Director
Organizational structure
TITLE OF THE STUDY
BOARD OF DIRECTOR
MD
CEOSR VP SALES
ZH MUMBAI
VP MARKETINGSRMBRANDBTL
HEAD HR
VP SERVICESS
VP SALES
VP OPERATIONS
ADMIN
CFO
COMMERCIAL
LEGAL
HEAD COLLECTION
PRESIDENT PROJECT
DIRECTOR TECHNICAL
COMPANY SECRETARY
“A study on dealers attitude towards Dish TV & DTH service providers – DISH
TV “
STATEMENT OF PROBLEM
The study is being carried out to find out the impact of advertisement on consumer
preference regarding the DTH service of Dish TV. Although the company is one of
the leading players in the DTH market, it has been observed that the sales of the
company were moderate. The company wanted to know how effective can the
advertisement, as a means of promotion, can influence the consumer’s perception
regarding a particular brand.
OBJECTIVE OF THE STUDY
To understand the impact of advertisement on the consumer’s perception
regarding a particular product of a brand
To find out which is the most reliable and best media for advertisement of
products of a brand
To know what elements of an advertisement attract the consumers the most.
To understand which factors in an advertisement affect the purchase
decision of the consumers
PRIMARY OBJECTIVE
The main objective of research was to study the market for the kind of customer
feedback available. Also we were particularly interested in customer’s loyalty and
level and his basic outlook towards showroom.
SECONDARY OBJECTIVE
Competitive position of rival.
Evaluate reaction of consumer and customers.
To study the nature of marketing, its location and the potentialities.
To measure the effectiveness of advertising.
To find out the frequency of visit of customers.
To find out what adds on to a consumers shopping experience.
SCOPE OF THE STUDY
This project helps to study about the effectiveness of an advertisement in
influencing the consumer’s purchasing decision. This project is aimed to know the
impact as well as the best source or media for advertisement of a product. Through
this project an attempt has been made to identify which factors in an advertisement
are essential to influence the consumer’s perception regarding a product and its
brand. The study was restricted to the Bangalore region only.
SOURCES OF DATA
Primary data is being collected from different sources like dealers, customers,
potential customers. Secondary data is being collected from sources like company
profile, computer websites, journals, magazines and other websites.
TOOLS FOR DATA COLLECTION
Primary data are those collected by the investigator himself for the first time and
thus they are original in character, they are collected for a particular purpose. A
well-structured questionnaire was personally administrated to the selected sample
to collect the primary data.
This method used for collection of primary data is questionnaire method
QUESTIONNAIRE METHOD
It is the most widely used method of collection of primary data. In this method, a
questionnaire consists of two types of questionnaire one is open ended and another
one closed ended which is of a list of question pertaining to the enquiry is
prepared. There are blank spaces for answers. The investigator goes to respondent
along with the questionnaire and gets replies to the question in schedule and
records their answer. He clearly explains the object and the purpose of the enquiry.
The questionnaire is the media of communication between the investigator and
respondents. The study involved questionnaire method, the study was undertaken
through personal interview with the customer. The questionnaire was simple in
structure containing open ended and closed ended questions, which was designed
to obtain the required information from the respondents keeping in mind the
objective of the study.
SECONDARY DATA
Secondary data are those, which have already been collected by some other
persons for their purpose and published. Secondary data are usually in the shape of
finished products.
Two types of secondary data were collected for the preparation of the project work:
Internal Data was generated from company’s brochures, manuals and annual
reports.
External Data, on the other hand, was generated from magazines, research
books and internet (websites).
SAMPLING
Sampling technique
The sampling technique used is Convenience Sampling. A convenience sample is
a sample where the respondents are selected, in part or in whole, at the
convenience of the researcher. The researcher makes no attempt, or only a limited
attempt, to insure that this sample is an accurate representation of some larger
group or population. And also content of the respondents i.e. the people who even
had d time to fill the questionnaire.
Sample unit
Sample selected for study consisted of housewives, youngsters, officers and others.
Sample size
50 Individuals
Sample area
Vasanth nagar, Bangalore.
METHODOLOGY
Field study: based on the type of research, time required to accomplish
research, on the environment in which research is done. Such studies usually go
deep into the cause of things or events that interest us, using very samples and very
deep probing data collection.
TYPES OF RESEARCH
Descriptive method: it includes surveys and fact-finding enquiries of different
kinds. The purpose of descriptive research is description of the state of affairs as it
exists at present. The main characteristics of this method are that the researcher has
no control over the variables; he can only report what has happened or what is
happening.
PLAN OF ANALYSIS
Define Objective
Determine Information Needed
Decide Research Design
Tabulating is done by simple statistical method called tally method and
the data is represented in the form of table.
Preparation of Report
Follow Up
Recommendation
LIMITATION OF THE STUDY
The study was restricted to the selected areas in the Bangalore region only.
The information collected is purely on the respondents ‘ opinion & may be
biased
The size of the samples was restricted by time The information collected
will become invalid if there is innovation or change in the elements and
media of the advertisement
The data is limited to the customers own perception, knowledge, emotions,
feelings and awareness.
Study has been conducted with an assumption that the respondents will give
true and best possible.
REFERENCE PERIOD
45 days
OPERATIONAL DEFINITION
Perception:
It is the process through which the information from outside environment is
selected, received, organized and interpreted to make it meaningful to you. This
input of meaningful information results in decisions and actions.
Nature of perception:
It refers to the interpretation of sensory data. In other words, sensation involves
detecting the presence a stimuli whereas perception involves understanding what
the stimuli means.
Perception is subjective process, therefore, different people may perceive the same
environment differently based on what particular aspect of the situation they
choose to selectively absorb, how they organize this information and the manner in
which they interpret it to obtain a grasp of the situation.
Perception process:
The perception process is composed various sub processes which are as follows:
1. Perceptual inputs
2. Perceptual mechanism
a. Perceptual selectivity
b. Perceptual organization
c. Perceptual interpretation
d. Checking
e. Reacting
Advertising is a form of communication that typically attempts to persuade
potential customers to purchase or to consume more of particular brand of product
or service.
Advertising strategy
Identifying the target audience
Establishing the overall promotional goals
Setting the total promotional budget
Determining the overall promotional theme.
CHAPTER SCHEME
Chapter 1 – Introduction
This chapter contains introduction of the study and subject background of
the research of the study.
Chapter 2 – Research Design
It contains the information about statement of the problem, books referred,
objective, scope, methodology, sampling method for collecting data, tools for data
collection.
Chapter 3 – Company Profile
This chapter contains the information about the company products, services
provided by the company, company researches.
Chapter 4 – Analysis of data
This chapter contains information given by the respondents which is
analyzed in tables and graphs with interpretation.
Chapter 5 – Findings and conclusion
This chapter contains the findings from the primary data and the summary of the
findings.
Chapter 6 – Recommendations and Conclusion
Recommendations and suggestions which are based on the findings through the
questionnaire.
Annexure
The copy of the questionnaire and all other material collected from the
organization.
Bibliography
The reference made from text
Introduction
Data analysis usually involves reducing accumulated data to a manageable size,
developing summaries, looking for patterns, and applying statistical techniques.
Scaled respondents on questionnaires and experimental instruments often require
analyst to derive various functions, and relationships among variables are
frequently explores after that. Further, researchers must interpret these findings in
light of the client’s research questions or determine if the results are consistent
with their hypothesis and theories.
Interpretation is an essential for the simple reason that the usefulness and utility
of research finding lie in proper interpretations. It is being considered a basic
component of research process because of the following reasons.
Data was collected from the various people of different age group using the
questionnaire. Data was collected from 50 people of different occupation and
of both the gender. Analysis of their response is being carried out in this
chapter.
Table 1 How long are you in DTH business? [In years]
Particulars Respondents Percentage
0-2 years 16 16
2-3 years 24 24
3-4 years 20 20
More than 4 years 40 40
Total 100 100
Analysis:
The above table shows that 16% of the dealers are engaged in Dish TV business
since 0-3 years, 24% of the dealers are in business from 3-5 years, 20% are from 5-
10 years and 40% are in consumer durable business from more than 10 years.
Inference:
It is inferred that the dealers which are associated with the company for more than
10 years are more and hence they know the market very well which in turn helps in
understanding the customer better.
Graph 1 How long are you in DTH business? [In years]
0-2 years 2-3 years 3-4 years More than 4 years0
5
10
15
20
25
30
35
40
45
16
24
20
40
Percentage
Table 2 Please mention the companies that are supplying DTH Service.
Particulars Respondents
Dish TV 98
Airtel TV 86
Tata Sky 96
Reliance Big TV 95
Sun TV 92
Videocon D2H 90
Analysis:
Among 100 dealers, 98 dealers dealing with Dish TV, 86 of them are dealing with
Airtel TV, 96 dealing with Tata Sky, 95 dealing with Reliance TV, 92 dealing with
Sun TV, 90 dealing Videocon TV. This shows the dealers doing DTH business
with various companies.
Inference:
It is inferred that due to heavy competition many dealers of other DTH companies
are there in the market and it becomes essential for the company to manage the
dealers and other intermediaries properly to reach more number of customers.
Graph 2 Please mention the companies that are supplying DTH Service.
Dish TV Airtel TV Tata Sky Reliance Big TV
Sun TV Videocon D2H
80
82
84
86
88
90
92
94
96
98
10098
86
9695
92
90
Respondents
Respondents
Table 3 Rank the following brands that you are selling the most.
Scale 6 5 4 3 2 1
Brands Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Weighted index
Reliance TV
2 1 2 30 11 4 141
Dish TV 9 31 7 237
Tata Sky 13 7 21 2 2 2 209
Sun TV 31 9 6 4 267
Airtel TV
1 5 10 20 4 100
Videocon D2H
1 2 4 10 3 22 90
Analysis:
Taken rank 1 as highest scale and rank 6 as lowest, the weighted index score shows
the overall ranking of the brand. According to the weighed score Dish TV score
Reliance TV was 141, Dish TV 237, Tata Sky 209, Sun TV 267, Airtel TV 100
and Videocon DTH 90.
Inference:
It is inferred that among dealers Videocon is the 2nd most preferable brand in the
market.
Graph 3 Rank the following brands that you are selling the most.
Reliance TV
Dish TV Tata Sky Sun TV Airtel TV Videocon D2H
0
5
10
15
20
25
30
35
02
9
13
31
1 10
1
31
79
20
2
7
21
6 5 4
0
30
24
10 10
0
11
2
20
3
0
42
4
22654321
1 2 3 4 5 60
50
100
150
200
250
300
141
237
209
267
10090
Series1
Table 4 Rank the factors that influence you to stock and the sell the
brands.
Scale 8 7 6 5 4 3 2 1
Factors Rank1
Rank2
Rank3
Rank4
Rank5
Rank6
Rank7
Rank8
Weighted
indexQuality 30 4 12 2 1 353Features 8 10 8 10 6 2 6 268
Consumer Requireme
nts
8 4 4 6 6 10 4 4 212
Attractive Margin
2 4 6 6 8 8 14 2 196
Dealers Incentives
2 4 2 6 6 12 8 8 170
Technical Assistance
6 2 4 4 6 10 4 14 182
Price 10 6 10 6 6 4 2 4 256Service 2 18 8 9 4 5 256
Analysis:
According to the weighted score quality stands 1st with the score 353, 2nd features
with 268, 3rd were price and service with score 256, 4th consumer requirements
with 212, 5th dealers incentive with score 196, 6th technical assistance with score 17
Inference:
It is inferred that dealers opt for quality of the DTH to stock and sell the brands.
Graph 4 Rank the factors that influence you to stock and the sell the brands.
Quality
Features
Consumer Require
ments
Attractive
Margin
Dealers
Incentives
Technica
l Assis
tance Price
Servic
e0
5
10
15
20
25
30
3530
8 8
2 2
6
10
24
10
4 4 42
6
18
12
8
46
24
108
2
10
6 6 64
69
1 2
108
1210
46 6
86 6 6
46
42
8
14
4 54
14
8
42
8 7 6 5 4 3 2 1
Quality
Featu
res
Consumer
Require
ments
Attractive
Marg
in
Dealer
s Incen
tives
Tech
nical A
ssista
ncePric
e
Servi
ce0
50100150200250300350400
353
268
212 196170 182
256 256
Weighted index
Weighted index
Table5 Rank the below with respect to the following companies.
Scale 6 5 4 3 2 1
Companie
s
Rank1 Rank2 Rank3 Rank4 Rank5 Rank6 Weighted
index
Reliance TV
6 16 12 16 162
Dish TV 14 16 18 2 242
Tata Sky 12 18 12 8 234
Sun TV 32 4 6 2 242
Airtel TV 2 10 12 10 2 120
Videocon D2H
10 4 6 10 6 6 152
Analysis:
According to weighted index score Reliance TV score is 162, Dish TV 242, Tata
sky 234, Sun TV 242, Airtel TV120 and Videocon D2h 152.
Inference:
It is inferred that dealers, on the basis of comparison with other companies ranks
Dish TV 1st on the quality aspects.
Graph 5 Rank the below with respect to the following companies.
Reliance TV
Dish TV Tata Sky Sun TV Airtel TV Videocon D2H
0
5
10
15
20
25
30
35
6
1618
4
10
4
1618
12
6 6
1412
32
2
10
65Series3
Reliance TV Dish TV Tata Sky Sun TV0
50
100
150
200
250
300
162
242 234 242
Weighted index
Margin
Table 6
Scale 6 5 4 3 2 1
Companie
s
Rank1 Rank2 Rank3 Rank4 Rank5 Rank6 Weighted
index
Reliance TV
12 12 6 6 6 6 192
Dish TV 10 24 4 4 2 4 216
Tata Sky 12 6 22 4 194
Sun TV 14 4 8 6 10 164
Airtel TV 8 4 10 20 2 128
Videocon D2H
6 6 10 12 5 5 157
Analysis:
Rank 1 as the highest scale, succeeding scale in decreasing order and rank 6 as the
lowest scale, the weighted index score overall compares the DTH companies with
respect to consumer requirements.
Inference:
It is inferred that Videocon is ranked 1st on the basis of margin of consumer
requirements by various dealers.
Margin
Graph 6
Reliance TV
Dish TV Tata Sky Sun TV Airtel TV Videocon D2H
0
5
10
15
20
25
30
1210
1214
6
12
24
64
866
4
22
8
4
10
64
6
1012
6
2
20
56
4 4
10
2
5
654321
Reliance TV
Dish TV Tata Sky Sun TV Airtel TV Videocon D2H
0
50
100
150
200
250
192
216
194
164
128
157
Weighted index
Weighted index
Dealer Incentive
Table 7
scale 6 5 4 3 2 1
Companie
s
Rank1 Rank2 Rank3 Rank4 Rank5 Rank6 Weighted
index
Reliance TV
6 18 2 12 6 6 188
Dish TV 12 30 8 254
Tata Sky 20 8 12 5 223
Sun TV 5 5 10 10 125
Airtel TV 6 4 6 10 18 146
Videocon D2H
10 15 8 10 154
Analysis:
According to weighted index score reliance TV score is 188, Dish TV score is 254,
Tata sky score 223, Sun TV score 125, Airtel TV score 146, Videocon D2H score
is 154.
Inference:
It is inferred that Dish TV provides adequate incentives to dealers to keep them
motivated hence they show keen interest in the company’s products.
Graph 7
Dealer Incentive
Category 1 Reliance TV
Dish TV Tata Sky Sun TV Airtel TV Videocon D2H
0
5
10
15
20
25
30
35
6
12
20
5 6
18
30
8
5 4
10
2
8
1210
6
15
12
5
10 108
6
18
10
6
654321
Reliance TV
Dish TV Tata Sky Sun TV Airtel TV Videocon D2H
0
50
100
150
200
250
300
188
254
223
125146 154
Weighted index
Weighted index
Table 8
D. Technical Assistance
Scale 6 5 4 3 2 1
Companie
s
Rank1 Rank2 Rank3 Rank4 Rank5 Rank6 Weighted
index
Reliance TV
10 4 8 10 12 124
Dish TV 20 20 2 2 256
Tata Sky 20 16 14 234
Sun TV 25 6 6 4 4 226
Airtel TV 14 12 16 4 124
Videocon D2H
14 6 12 4 2 186
Analysis:
According to weighted index score Reliance TV score 124, Dish TV score is 256,
Tata sky score is 234, Sun TV score is 226, Airtel TV score is 124, Videocon D2h
score is 186.
Inference:
It is inferred that due to new technology and new brands entering the market
company has to focus on technical assistance to maintain the pace.
Graph 8
Technical assistance
Reliance TV
Dish TV Tata Sky Sun TV Airtel TV Videocon D2H
0
5
10
15
20
25
30
10
20
16
6
14
42
14
6 68
4
12 1210
2
16
4
12
4 42
20 20
25
14
654321
Reliance TV Dish TV Tata Sky Sun TV0
50
100
150
200
250
300
124
256
234 226
Weighted indexSeries2Series3
Table 9
Feature
Scale 6 5 4 3 2 1
Companie
s
Rank1 Rank2 Rank3 Rank4 Rank5 Rank6 Weighted
index
Reliance TV
10 4 8 12 10 124
Dish TV 24 16 8 256
Tata Sky 22 14 8 234
Sun TV 16 14 12 4 226
Airtel TV 12 4 8 10 4 124
Videocon D2H
18 2 4 14 4 2 186
Analysis:
According to weighted index score Reliance TV score is 124, Dish TV score is
256, Tata sky score is 234, Sun TV score is 226, Airtel TV score is 124 and
Videocon D2H score is 186.
Inference:
It is inferred that Dish TV has to focus on the features to offer to attract more
dealers to sell their products.
Graph 9
Features
Reliance TV
Dish TV Tata Sky Sun TV Airtel TV Videocon D2H
0
5
10
15
20
25
30
10
1614 14
12
24
8 8
12
4 4
2422
1618
654
Reliance TV
Dish TV Tata Sky Sun TV Airtel TV Videocon D2H
0
50
100
150
200
250
300
124
256234 226
124
186
Weighted index
Weighted index
Table 10
Price
scale 6 5 4 3 2 1
Companie
s
Rank1 Rank2 Rank3 Rank4 Rank5 Rank6 Weighted
index
Reliance TV
34 8 2 2 2 2 264
Dish TV 4 20 20 204
Tata Sky 10 14 18 4 214
Sun TV 2 4 16 2 14 94
Airtel TV 2 12 4 10 14 2 148
Videocon D2H
4 14 16 8 106
Analysis:
According to weighted index score Reliance TV score is 264, Dish TV score is
204, Tata Sky score is 214, Sun TV score is 94, Airtel TV score is 148 and
Videocon D2h score is 106.
Inference:
It is inferred that Dish TV stood second in price.
Graph 10
Price
Reliance TV Dish TV Tata Sky Sun TV Airtel TV Videocon D2H
0
2422
1618
0
10
1614 14
12
20
4
8 8
12
4 4
6 5 4
Reliance TV
Dish TV Tata Sky Sun TV Airtel TV Videocon D2H
0
50
100
150
200
250
300
264
204 214
94
148
106
Weighted index
Weighted index
Table 11
New Models
scale 6 5 4 3 2 1
Companie
s
Rank1 Rank2 Rank3 Rank4 Rank5 Rank6 Weighted
index
Reliance TV
4 8 6 12 6 8 144
Dish TV 10 14 18 202
Tata Sky 20 14 8 2 228
Sun TV 16 10 8 4 190
Airtel TV 2 10 6 10 6 106
Videocon D2H
8 6 8 8 4 116
Analysis:
According to weighted index score Reliance TV score is 144, Dish TV score is 202, Sun TV score is 228, Tata sky score is 190, Airtel TV score is 106 and Videocon D2h score is 116.
Inference:
It is inferred that Dish TV ranked 2nd amongst the dealers in providing new models.
Graph 11
Models
Reliance TV
Dish TV Tata Sky Sun TV Airtel TV Videocon D2H
0
5
10
15
20
25
4
10
20
16
2
88
14 14
10 10
6
18
8 8
6
654
Reliance TV
Dish TV Tata Sky Sun TV Airtel TV Videocon D2H
0
50
100
150
200
250
144
202
228
190
106116
Weighted index
Weighted index
Table 12 what factors influencing sale of Dish TV?
Particulars Respondents percentage
Price 28 38
Brand 12 16
Profit margin 16 22
Quality 10 14
Advertisement 7 10
Total 100 100
Analysis:
38% of dealers are influenced by price factor to sell the Dish TV brands,
16% are influenced brand name, 22% are influenced by profit margin, 14%
are influenced by quality and remaining 10% are influenced by
advertisements.
Inference:
It is inferred that pricing of Dish TV products is the major factor of sales
which is preferred by dealers.
Pie chart 12
What factors influencing sale of Dish TV?
38
16
22
14
10
percentage
PriceBrandProfit marginQualityAdvertisement
Table 13 what are the constraints’ [difficulties] faced you in promoting
Dish TV products. (Rank 1to 5)
Scale 5 4 3 2 1
Constraints Rank1 Rank2 Rank3 Rank4 Rank5 Weighted index
Price 8 2 26 8 6 148Profit
margin8 12 6 24
154Non
availability of stock
20 2 2 10 16
150Credit period
34 2 4 10
160See no demand
16 2 12 4 16
148
Analysis:
According to weighted index score price score is 148, profit margin score is 154,
non availability of stock score is 150, credit period score is 160 and no demand
score is 148.
Inference: It is inferred that credit period is the main constraint in promotion of
Videocon products by dealers.
Graph 13
Constraints’ faced in promoting Videocon products by dealers
Price Profit margin Non availability of stock
Credit period See no demand0
5
10
15
20
25
30
35
40
8 8
20
16
2
12
2
34
2
26
6
2 2
12
8
24
10
4 46
16
10
16
54321
Price
Profit m
argin
Non avail
abilit
y of s
tock
Credit p
eriod
See n
o deman
d142144146148150152154156158160162
148
154
150
160
148
Weighted index
Weighted index
Table 14
According to dealers what factors consumer consider before purchasing durables.
Scale 7 6 5 4 3 2 1
Factors Rank 1
Rank2 Rank3 Rank4 Rank5 Rank6 Rank7 Weighted index
Brand name
35 6 2 6315
Quality 10 32 2 4 2 290Looks 2 6 16 14 10 2 218Price 2 6 16 16 4 2 4 214
Durability
2 2 4 6 20 12 4158
Offer 4 10 6 16 14 142Service 8 2 4 4 8 12 12 164
Analysis:
According to weighted index score, brand name score is 315, quality score is 290,
looks score is 216, price score is 214, durability score is 158 ,offer score is 142
and service score 164.
Inference:
It is inferred that it is the brand name which consumer consider before purchasing
DTH products.
Graph 14
According to dealers what factors consumer consider before purchasing durables.
Brand name
Quality Looks Price Durability Offer Service0
5
10
15
20
25
30
35
40
35
10
2 2 24
86
32
6 6
2 22 2
16 16
4
10
46
4
1416
64
2 24 4
1412
7654321
Brand name
Quality Looks Price Durability Offer Service0
50
100
150
200
250
300
350
315290
218 214
158142
164
Weighted index
Weighted index
Table 15 what are the factors considered before purchasing on DTH product?
Scale 7 6 5 4 3 2 1
Factors Rank
1
Rank2 Rank3 Rank4 Rank5 Rank6 Rank7 Weighted
index
Brand
name
35 6 2 6
315
Quality 10 32 2 4 2 290
Looks 2 6 16 14 10 2 218
Price 2 6 16 16 4 2 4 214
Durabilit
y
2 2 4 6 20 12 4
158
Offer 4 10 6 16 14 142
Service 8 2 4 4 8 12 12 164
Analysis:
According to weighted index score, brand name score is 315, quality score is 290,
looks score is 216, price score is 214, durability score is 158 ,offer score is 142
and service score 164.
Inference:
It is inferred that it is the brand name which consumer consider before purchasing
Dish TV.
Graph 15 what factors consumer considered before purchasing on DTH
product?
Brand name
Quality Looks Price Durability Offer Service0
5
10
15
20
25
30
35
40
0
35
10
2 2 24
8
0
6
32
6 6
2 20
2 2
16 16
4
10
4
765
Brand name
Quality Looks Price Durability Offer Service0
50
100
150
200
250
300
350
315290
218 214
158142
164
Weighted index
Weighted index
Table 16 Are you satisfied with the service of Dish TV products?
Particulars respondents Percentage
Yes 32 32
No 68 68
Total 100 100
Analysis:
From the above table it is clear that 32% of dealers are satisfied by service of Dish
TV and 68% are not satisfied by service of Dish TV.
Inference:
It is inferred that Dish TV is lacking servicing of the products.
Graph 16 Are you satisfied with the service of Dish TV products?
Yes No0
10
20
30
40
50
60
70
80
32
68
Percentage
Percentage
Table 17 If NO, Then what are the constraints faced during service
Particulars Respondents Percentage
Technical personnel ’s 20 20
Improper
communication
21 21
Quality of service 26 26
Durability 15 15
Customer handling 18 18
Total 100 100
Analysis:
The above table shows that 20% of dealers feel that failure of service is due to
technical personnel, 21% due to improper communication, 26% due to quality of
service, 18% due to customer handling and 15% due to durability of the products.
Inference:
It is inferred that quality is the area where it lags behind to deliver the service.
Graph 17 If NO, Then what are the constraints faced during service
Tech
nical p
ersonnel
’s
Impro
per co
mmunication
Quality
of serv
ice
Durabilit
y
Customer
handlin
g 0
5
10
15
20
25
30
20 21
26
1518
Percentage
Table 18 Mention any promotional activities from your end for the sale of
Dish TV Products
Promotional activities Yes No
Price discount 36 14
Free transportation 18 32
Free technical advice 20 30
Paying commission to
sales person
28 22
Total 102 98
Analysis:
From the above table promotional activities offered by the dealers in promoting
Dish TV products. 36 of dealers offer price discount, 18 dealers offer free
transportation, 20 dealers offer free technical advice, 28 dealers offer commission
to sales person. (Note: more than 1 offer is provide by the dealers)
Inference:
From the above graph it is inferred that dealers prefer mostly discounts in prices to
promote Dish TV products.
Graph 18 Mention any promotional activities from your end for the sale of
Dish TV Products
Price d
iscount
Free t
ransp
ortation
Free t
echnica
l advic
e
Paying c
ommission to
sales
person
0
20
40
60
80
100
120
36
18 2028
102
14
32 3022
98
YesNo
Table 19 Are you satisfied with the visits of sales representatives?
Visit of sales
representative
Dealers Percentage
Yes 54 54
No 46 46
Total 100 100
Analysis:
From the above table it is clear that 27% of dealers are satisfied by the visit sales
representatives and 23% of dealers are not satisfied.
Inference:
From this graph it is inferred that dealers are comparatively satisfied towards visit
of sales representative from Dish TV.
Graph 19 Are you satisfied with the visits of sales representatives?
Yes No42
44
46
48
50
52
54
56
54
46
Visit of sales representative
Visit of sales representative
Table 20 what should be the frequency visit of sales representatives?
Frequency of visits Dealers response Percentage
Daily 12 12
Weekly 56 56
Twice a week 20 20
Fortnightly 12 12
Total 100 100
Analysis:
According to the above table 12% of dealers demand sales representative to visit
daily, 56% of dealers demand sales representative to visit weekly, 20% of dealers
demand sales representative to visit twice a week, 12% of dealers demand sales
representative to visit fortnightly.
Inference:
It is inferred that visit of company’s sales representatives is mostly on weekly basis
to the dealers.
Graph 20 what should be the frequency visit of sales representatives?
Daily Weekly Twice a week Fortnightly0
10
20
30
40
50
60
12
56
20
12
Frequency of visits
Frequency of visits
Table 21 What we lack regarding our competitors?
Factors Dealers response Percentage
Quality 27 27
Price 14 14
Offers 18 18
Features 23 23
Advertisements 18 18
Total 100 100
Analysis:
According to the dealers the factors which act as incompetency of Dish TV when
compared to other company products i.e. 27% is due to quality,14% due to
price,18% due to offers,23% due to features, 18% due to advertisements, 16% due
to branding and 11% due to attractive incentives.
Inference: It is inferred that Dish TV lacks quality factors to its competitors.
Graph 21 What we lack regarding our competitors?
Quality Price Offers Features0
5
10
15
20
25
3027
14
18
23
PercentageSeries2Series3
FINDINGS
1. From the table 1 we came to know that the dealers which are associated with the
company for more than 10 years are more and hence they know the market very
well which in turn helps in understanding the customer better.
2 From the data collected we came to know that due to heavy competition many
dealers of other DTH companies are there in the market and it becomes essential
for the company to manage the dealers and other intermediaries properly to reach
more number of customers.
3 From the table 3 we can see that the dish TV is doing well in the market as it
came to 2nd position.
4 From the respondents we can see it is opted for quality of the DTH to stock and
sell the brands.
5 From the table 5 it is cleared that dealer on the basis of comparison with other
companies ranks Dish TV 1st on the quality aspects.
6 From the study we came to know that Dish TV is ranked 1st on the basis of
margin of consumer requirements by various dealers.
7 From the table 7 we came to know that Dish TV provides adequate incentives to
dealers to keep them motivated hence they show keen interest in the company’s
products.
8 we also came to know that due to new technology and new brands entering the
market company has to focus on technical assistance to maintain the pace.
9. From the table 9 we came to know that that Dish TV has to focus on the features
to offer to attract more dealers to sell their products.
10. The study shows that the Dish TV stood second in price.
11 From the table 11 we can make out that Dish TV ranked 2nd amongst the dealers in providing new models.
12 From the table 12 we can make out that pricing of Dish TV products is the major factor of sales which is preferred by dealers.
13 From the table 13 we can see that credit period is the main constraint in
promotion of Dish TV products by dealers.
14. From the study we can make out that it is the brand name which consumer
consider before purchasing DTH products.
15. From the study we can make out that it is the brand name which consumer
consider before purchasing Dish TV.
16. From the study it is clear that Dish TV is lacking servicing of the products.
17. From the Study we found that quality is the area where it lags behind to deliver
the service.
18. From the above study we can make out that dealers prefer mostly discounts in
prices to promote Dish TV products.
19. From the above study it is inferred that dealers are comparatively satisfied
towards visit of sales representative from Dish TV.
20. We found that visit of company’s sales representatives is mostly on weekly
basis to the dealers.
Suggestions
Company should concentrate on the newly emerging dealers, which could
earn a better market share.
After sale service provided by the company is not adequate, it has to be
improved. Replacement of the damaged goods should be quicker.
Company should give more stress on the aspects like new quality,
technology, service etc.
According to the survey Dish TV stands 1st in low pricing, it has to be
changed to more competitive pricing, low price is considered to be lower
quality of products.
Company should work on more advertisements, mainly concentrating on
local community.
Company should build stronger relation with the dealers to have long term
business.
Company should work on the durability of the products; life of the products
should increase.
Company should have better system to manage damage control.
The demand is more in the region but the inventory is not maintained
properly. So, I suggest the company should maintain proper inventory
through logistic management.
I suggest the company to put up area business development officer which
gives the company complete insight of market condition.
The rate display of the product in the showroom should be proper; it should
be displayed in all three languages like Hindi, Kannada, and English.
The company should make provisions for inter logistic system, where the
demand of one store could be met by the other store.
I suggest a group of technicians should be attached with the marketing
department dealer problem could be easily solved
Company should encourage the dealers to take more promotional activities
towards Dish products.
Sales representatives and demonstrator should be well trained.
Conclusion
The study on the “Dealers attitude towards Dish TV” revealed that there is a
very positive impact on Dealers regarding the Dish TV brand. Hence it is
strongly recommended to stress more on the Dealers Relationship part of the
strategies of the company.
Since Dish TV is a well established brand in India and is an Indian multinational
company this study can be better validated by making a nationwide survey.
The study was conducted in various regions in Bangalore. The responses of
Dealers were collected for the purpose of analysis. The information collected is
purely on the Dealers opinion & may be biased. The study was restricted to
selected areas in the Bangalore area.
.The study could be more effective if the sampling frame of respondents is
increased beyond the Bangalore city. If survey was done in other cities of India
also, then a better picture would merge.
The study undertaken on Dish TV is focused on the various facts of company’s
strengths and weakness. While it is always wise to keep up the stronger rides
going and the weaker rides also need to be addresses strategically.
QUESTIONNAIRE
A study on dealers’ attitude with respect to Dish TV & DTH Service Providers.
1. Name of the dealer :-
2. Address :-
3. Phone :-
4. How long are you in DTH buisness? [in years]
i) 0-3
ii) 3-5
iii) 5-10
iv) More than 10 years
5. Please mention the companies that are supplying DTH Service.
a. Dish TV
b. Airtel TV i
c. Tata Sky
d. Reliance Big TV
e. Sun TV
f. Videocon D2H
6. Rank the following brands that you are selling the most.
a. Dish TV
b. Airtel TV
c. Tata Sky
d. Reliance Big TV
e. Sun TV
f. Videocon D2H
7. Rank the factors that influence you to stock and the sell the brands.
Factors Rank
a. Quality
b. Features
c. Consumer requirements
d. Attractive margin
e. Dealer incentives
f. Technical assistance
g. Price
h. Service
8. Rank the below with respect to the following companies.
Factors Dish TV
Airtel TV
Reliance Big TV
Tata sky
Sun TV
Videocon D2h
a. Quality b. Consumer
requirements
c. Margin d. Dealer
incentives e. Technical
assistancef. Featuresg. Price h. New
Models
9. How long have you been a dealer for Dish TV?
a. Less than 3 years
b. 4-10 years
c. 10-15 years
d. More than 15 years
10.What factors influencing sale of Dish TV?
a. Price c. Profit margin e. Advertisements
b. Brand d. Quality
11. What are the constraints’ [difficulties] faced you in promoting Dish TV
products.
(Rank 1to 5)
a. Price
b. Profit margin
c. Non availability of stock
d. Credit period
e. See no demand
12.What are the factors considered before purchasing on DTH product?
a. Brand name
b. Quality
c. Looks
d. Price
e. Durability
f. Offer
g. Service
13. Are you satisfied with the service of Dish TV products?
a. Yes b. No
14.If NO, Then what are the constraints faced during service
a. Technical personnel’s
b. Improper communication
c. Quality of service
d. Durability
e. Customer handlinng (greviances)
15.Mention any promotional activities from your end for the sale of Dish TV
Products
Yes No
a. Price discount
b. Free transportation
c. Free technical advice
d. Paying commission to sales person
Any other specify
16.Are you satisfied with the visits of sales representatives?
a. Yes b. No
17.What should be the frequency visit of sales representatives
a. Daily
b. Weekly
c. Twice a week
d. Fortnightly
18.What we lack regarding our competitors.
a. Quality
b. Price
c. Offers
d. Feature
e. Advertisements
f. Branding
g. Attractive incentives (sales promotion)
Books Referred:
a) Paul E green, Donald S Tull – research for marketing decision – prentice hall of
India Pvt. Ltd.
b) David J. Luck, Ronald S. Rubin – marketing research – PHIPL – 2002.
c) Philip Kotler & Armstrong – Principles of marketing - PHIPL – 2002
d) Del. I. Hawkins , Kenneth A. Coney – target marketing management –
Publishing company limited – 2003.
e) Micheal R. Czinkota – marketing management – Vikas Publishing House – 2002.
f) S. Jayachandra – marketing management - Excel books – 2006.
g) C.M.Sontaki – marketing management - Klyani Publications – 2005.
h) Suja . R. Nail – Marketing Research – HPM – 2003.
I) C.R. Kothari – Research Methodology – New Age International Publishers –
2006.
j) M. Shinakraman, M. Prakash – guidelines on project report – HPM – 2007
Website
www.Dishtv.com
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