Research Report

THE INDIAN INSTITUTE OF FINANCIAL PLANNING

A

MARKETING RESEARCH REPORT

ON

“AIRTEL DTH”

SUBMITTED BY: UNDER GUIDANCE OF:

PRALAY KUMAR DAS MR. PANKAJ DUTTA

PRAFFUL KUMAR AKELA FACULTY-IIFP

http://en.wikipedia.org/wiki/File:Bharti_Airtel_logo.svg

CONTENT

1. INTRODUCTION

2. ABSTRACT

3. OBJECTIVE

4. RESEARCH DESIGN

5. METHODOLOGY

6. ABOUT DTH

7. MARKETING STRATEGY

8. BCG MATRIX

9. SWOT ANALYSIS

10. MAJOR COMPETITORS

11. FINDINGS

12. QUESTIONNAIRES

THE INDIAN INSTITUTE OF FINANCIAL PLANNING Page 2

STUDENT UNDERTAKING

We PRALAY KUMAR DAS & PRAFFUL KUMAR AKELA have

completed the research on “ AIRTEL-DTH” under the guidance of MR.

PANKAJ DUTTA,Faculty-IIFP. This is an original piece of work & We

have neither copied and nor submitted it earlier elsewhere.

_______________

Students Signature


ACKNOWLEDGEMENT

The present work is an effort to throw some light on “AIRTEL-DTH”. The

work would not have been possible to come to the present shape without the

able guidance, supervision and help to us by number of people.

With deep sense of gratitude we acknowledge the encouragement and

guidance received by our research guide MR.PANKAJ DUTTA and other

staff members of AIRTEL.

We convey our heartful affection to all those people who helped and

supported us during the course, for completion of our Research Report.

INTRODUCTION

AIRTEL- one of India’s leading providers of telecommunication services

with a nationwide presence in all the 23 licensed jurisdictions (also known

as Telecom Circles). We served an aggregate of 88,270,194 customers as of


December 31, 2008; of who 85,650,733 subscribe to our GSM services and

2,619,461 use our Telemedia Services either for voice and/or broadband

access delivered through DSL. We are the largest wireless service provider

in the country, based on the number of subscribers as of December 31, 2008.

We also offer an integrated suite of telecom solutions to our enterprise

customers, in addition to providing long distance connectivity both

nationally and internationally. We have recently forayed into media by

launching our DTH and IPTV Services. All these services are rendered

under a unified brand “Airtel”. The company also deploys, owns and

manages passive infrastructure pertaining to telecom operations under its

subsidiary Bharti Infratel Limited. Bharti Infratel owns 42% of Indus

Towers Limited. Bharti Infratel and Indus Towers are the two top providers

of passive infrastructure services in

India.

Successful businesses have extensive knowledge about their customers and

competitors. Getting accurate and specific information about your customers

and competitors is a critical first step in market investigation and

development of a marketing plan. Accurate market assessment and

development of an effective plan is critical to the success of both new and

existing businesses. The market impacts and directs all aspects of the

company's activities and ultimately will lead to success or failure of the

business.

Telemedia Services – AIRTEL provide broadband (DSL) and telephone

services (fixed line) in 95 cities with growing focus on new media and


entertainment solutions such as DTH and IPTV. AIRTEL had 2,619,461

customers as on December 31, 2008 of which 37.9% were subscribing to

broadband/internet services. AIRTEL- product offerings in this segment

include supply and installation of fixed-line telephones providing local,

national and international long distance voice connectivity and broadband

Internet access through DSL. AIRTEL also remain strongly committed to

our focus on Small and Medium Business enterprises .AIRTEL provide a

range of customised Telecom/ IT solutions and aim to achieve revenue

leadership in this rapidly growing segment of the ICT market. The strategy

of our Telemedia business is to focus on cities with high revenue potential,

except for DTH which is an all- India offering. Airtel digital TV is available

to customers through 23,200 retail points in 120 cities across the country.


ABSTRACT

Marketing Research on Airtel DTH- we started this research on 20th

November 2012. It took almost 15 days.The research has been conducted on the people using cable/DTH for entertainment. We have used Survey

method by filling up Questionarees regarding cable/DTH service use from 15houses.

Location: Bhajanpura, Delhi (10 houses) Uttamnagar, Delhi (5 houses)

The sample size : 15 houses

OBJECTIVE


Our research has the following objectives-

It will give the information that people are using more cable service

or DTH.

It will help to develop the product in various regions.

It will help to identify what is the reason why people are not using the

product & why they are using other competitor.

It will help to increase their service & schemes in future.

It will help to understand the brand positioning of the various brand.

How much customer are aware of the brand?

RESEARCH DESIGN


The research design is created for the following purposes.

The market share in urban areas for DTH services is largely taken up by competitors.

To increase the market share Airtel would have to seriously analyze the market trends, as it is neither a leader, both in the rural as well as the urban market.

Hence, Airtel would have to come up with different questionnaire for both kind of users, the cable users and the DTH users, to gain a better perspective.

Also, the following research methods have been used, Descriptive longitudinal.

The data used is primary.

The sampling method used is random sampling method, which consists of close ended multi- chotomous question method, with 2 sets of questionnaires.

METHODOLOGY


Survey method-through questionnaire

Examine the research papers & annual reports published by the company

Analyzing the information given by the company about their products ,available on company website

ABOUT DTH

DTH stands for Direct-To-Home television.


A wireless digital audio / video service is delivered through satellite.

Idea was 1st proposed in 1996, but they did not pass approval because there were concerns over national security and a cultural invasion.

Govt. putted a ban 1997 when the Rupert Murdoch-owned Indian Sky Broadcasting (ISkyB) was about to launch its DTH services in India.

Passed approval in 2000 but the signals can be transmitted through Indian satellite only.

ABOUT AIRTEL DTH

Parent : Bharti Airtel Launch on : 9 Oct. 2008Headquarters : MumbaiArea served : All over IndiaKey people : Sunil Mittal CEO : Manoj Kohli Brand Ambassador: Saif Ali Khan and Kreena Kapoor Products : Direct broadcast satelliteWebsite : www.airtel.in/digitaltvSlogan : “ Come Home to the Magic “Present Situation : 21,000 outlets including ARC with1 mn subscriber

MARKETING STRATEGY

Core Value Of Airtel –

• Performance• Dynamism• Leadership


Targeting –

• Elite• Up market professionals• Entrepreneur with business plans• Low income mass category• Youth• Women and senior citizens by post paid connection

Advertisement- Airtel basically uses two appeal to connect to the users

• Emotional• Humorous

BCG MATRIX


As per BCG matrix Airtel DTH falls under the “Question Mark” section that means – High growth but low market share section.

SWOT ANALYSIS

Strength


BCG Matrix for Bharti Airtel

Market ShareLOWHIGH

Mar

ket

Gro

wth

Rat

eHIG H

LO W

Mobile Services DTH & IPTV

Broad Band

• Recognized Globally• Strong Brand Image• Strong New Business Development team• Strong Financials

Weakness• Outsourcing of core system• Coverage Area

Opportunities• Less Plyaers at Rural areas • Current Tele-Density – 30.6 is still low among developing countries

Threats

• Falling ARPU • Intense Competition & Shortage of Bandwidth • New Players coming in India• Uncertain Economic Condition

MAJOR COMPETITORS


1`. Dish TV:

168 channels,7 movie channels,21 audio channels

Price between Rs 2,490-3,990 (initial payment), Rs 100 for up to 85 channels, Rs 300 for 140 channels

USP: Free gaming portal, multilingual voice-overs coupled with astrological services and customized sports.

2. Tata Sky:

150 channels

Price Rs 2,499 for initial installation; Rs 175 for 65 channels, Rs 310 for 123 channels

USP : Interactive offering like quiz, story telling, broadcast like shrines and cooking portals among other offerings

3. Big TV:

202 channels, 32 movie channels and 10 interactive channels

Price Rs 2,499 for initial installation, Rs 100 for bouquet of 44 channels, Rs 175 for a pack of 101 channels

USP: Movie channels on a monthly subscription, niche channels at low add-on charges, USB port in the set-top box

4. Sun Direct:


Initial instalment of Rs.1999 with one year free subscription,Rs.75 per month

Add-ons such as the Hindi package, the kids’ package, or the English movie package, which cost Rs 20-140 more.

USP: It’s not a rich man’s product. Low cost makes it easily available.

FINDINGS

• High growth chances.


• Foreign technology.

• Standard product.

• Active news, active cooking, active learning.

• Language option.

• Bargaining prices

• Advertising strategies

• Pricing

• Promotional activities

QUESTIONNAIRES

Name: Age: Address:


1. Having Tv. Or not?

2. Having Cable or DTH?

3. What is the rental u pay for your service?

4. How many channels u get in the package?

5. Which are the channels you watch the most?

6. Have u ever heard of DTH service?

7. Which is the brand Comes to your mind when u hear DTH provider?

8. Do u have any plan to switch to DTH in future?

9. If yes Which among these ? (a) Airtel DTH (b) Dish TV (c) Big TV (d) Sun Direct (e) Tata Sky

10. From where you came to know about this service?

11. If you r given free installation of DTH will you shift to other service provider ?

If the customer has a DTH connection

1. Which DTH service are you using ?

2. What made you to shift to DTH ?

3. Why did you opted the provider?


4. Scale between 1 to 10 your Satisfaction with respect to picture quality specially in monsoon-

5. What is the rental you pay for the service?

6. How many channels you get in the package?

7. Are you happy with the list of channels ?

8. Is there any add on service which you use? Specify?

9. One best feature of the DTH you are using.

10. Rate your satisfaction with the overall service you are getting?(between 1 to 10)


Documents

Research Report