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COMPARATIVE ANALYSIS ON
DTH RETAIL VISIBILITY OF BRAND AND PRODUCT IN NCR
Submitted in the partial fulfillment of the requirements for
Post Graduate Diploma in Management (PGDM)
By
Ashish Ramachandran
Class of 2008
Bharatiya Vidya Bhavan’s
Usha & Lakshmi Mittal Institute of Management
Copernicus Lane, Kasturba Gandhi Marg
New Delhi
July 2009
1
Acknowledgement
Encouragement motivates a person towards one's aim while guidance helps one to achieve it. Both encouragement and guidance take one towards success in one's Works. It would be difficult and almost impossible to achieve excellence without the blessings of God above and of elders.
I also owe my sincerely thanks to the authorities of the Marketing (BTL) Department, Dishtv India Ltd, Noida for providing me the environment for learning and extending to me their library. I express my profound gratitude to Mr. Dhiraj Kapur, Associate Vice President (BTL-Marketing) for his valuable guidance and help.
I wish to express my heartfelt appreciation and accord my deep sense of gratitude to Mr. Nikhil Jain, Assistant Manager (BTL Marketing) and Ms Aaratrika Singh, Marketing Head (Delhi & Central Zone) , for his inspiring guidance, constructive criticism, unlimited interest and innovative ideas throughout the pursue of this manuscript.
ASHISH RAMACHANDRAN Signature---------------------------
Date --------------------------------
2
Certificate of Originality
I --------------------------------------------------- Roll No -------------- Class of 2008, a full time
bonefide student of first year of Post Graduate Diploma in Management (PGDM) Programme of
Bharatiya Vidya Bhavan’s Usha and Lakshmi Mittal Institute of Management, New Delhi hereby
certify that this project work carried out by me at
---------------------------------------------------------------------------------------------------------------------
---------------------------------------------------------------------------------------------------------------------
------------------------------------------ and the report submitted in partial fulfillment of the
requirements of the programme is an original work of mine under the guidance of the industry
mentor
---------------------------------------------------------------------------------------------------------------------
--------------------------------------and faculty
mentor------------------------------------------------------------------------------, and is not based or
reproduced from any existing work of any other person or on any earlier work undertaken at any
other time or for any other purpose, and has not been submitted anywhere else at any time
(Student’s Signature)
Date: July 09, 2009
(Faculty Mentor’s Signature)
Date: July 09, 20093
4
Executive Summary
Dish Tv is India’s largest direct-to-home company. In fact DTH service was launched back in 2004 by
launching of Dish TV by Essel Group's Zee Entertainment Enterprises.
The project is a need based project as the company never did a retail audit since its existence.
After 3 more DTH companies entering into the market to make it a five player competitive industry, the
company felt the need to go for a retail audit to primarily check the visibility of its brand and product in
the Top 7 trade markets in India.
Dishtv also wanted to replace all the old retail branding assets in the market with the new branding
elements and also check the brand recall among DTH retailers.
5
CONTENTS
Chapter No. Particulars Page No.
1. Intoduction to 1
1.1 DTH service 1
1.2 Company Profile 2-6
1.3 Marketing function at Dishtv 6-9
1.4 The project 10-19
1.5 The Branding elements 19-43
2. Research Methodology 44
2.1. Formulating the problem 44
2.2 Designing the strategy 44
2.3 Sample size 44-45
2.4 About the questionnaire 45-46
2.5 Difficulties faced 46
2.6 Limitation 46
3. Analysis and Interpretation 47
3.1 On-shop Brand Visibility 47-55
3.2 In-shop Brand Visibility 56- 58
3.3 Product details 59-65
4. Result and Recommendations 66
6
4.1 Observation 66
4.2 Findings and analysis 67
4.3 Recommendation 68
5. References 69
6. ANNEXURES 70
7
Objective
Comparative analysis on DTH Retail visibility of brand and product within NCR (Delhi zone).
i. To understand the assets availability and presence at the given Shops (Dishtv V/S competition).
ii. To check the quality of installation of the assets
iii. Monitoring the asset loss.
iv. Check Old and New Asset with all 3 old logo(L1,L2,&L3) and Latest logo(L4)
v. Top of mind-GSB creative (dish v/s competition)
vi. Audit the internal Point of Sale(POS) element. (dish v/s competition)
vii. Product availability(dish v/s competition)
viii. Product visibility
ix. Top of the mind Brand.
x. Brand Recommendation and why?
xi. Suggestion and Remark by the retailer
8
1. INTRODUCTION TO:
1.1. DTH Service
What is DTH Service?
DTH stands for Direct-To-Home Television. DTH is defined as the reception of satellite programmes
with a personal dish in an individual home.DTH does away with the need for the local operator and puts
the broadcaster directly in touch with the consumer. Only cable operators can receive satellite
programmers and they then distribute them to individual homes.
What are the components of DTH service?
A DTH network consists of a broadcasting centre, satellites, encoders, multiplexers, modulators and DTH
services.
How does DTH work?
A DTH service provider has to lease Ku-band transponders from the satellite. The encoder coverts the
audio, video and data signals into the digital format and the multiplexer mixes these signals. At the user
end, there will be a small dish through the small dish antenna. A set-top box, unlike the regular cable
connection, decodes the encrypted transmission.
How does DTH really differ from cable TV?
9
In DTH TV channels would be transmitted from the satellite to a small dish antenna mounted on the
window or rooftop of the subscriber’s home. So the broadcaster directly connects to the user.
DTH can also reach the remotest of areas since it does away with the intermediate step of a cable operator
and the wires (cables) that come from the cable operator to your house.
DTH offers better quality picture than cable TV. This is because cable TV in India is analog. Despite
digital transmission and reception, the cable transmission is still analog. DTH offers stereophonic sound
effects.
Apart from enhanced picture quality, DTH also allows interactive TV services such as movie-on-demand,
Internet access, video conferencing and e-mail. DTH will not be able to be an alternative to cable if the
initial investment is more than that for the cable. DTH requires initial investment for both a dish antenna
and a TV set-top box.
Also, with DTH, user can scan nearly 700 channels.
1.2. Company profile:
The Essel Group is one of India's prominent business houses with a diverse portfolio of assets in media,
packaging, entertainment, technology-enabled services, infrastructure development and education..
Subhash Chandra is the founder Chairman and the chief architect of the Essel Group of companies. The
success of all his businesses is an illustration of his pioneering spirit and strong business acumen. Under
10
his leadership, Essel has grown into one of the largest entities and a symbol of Indian ingenuity and
power. Dish TV is an Essel Group venture.
Dish Tv is India’s largest direct-to-home company and part of india’s biggest conglomerate, Essel group.
Infact DTH service was launched back in 2004 by launching of Dish TV by Essel Group's Zee
Entertainment Enterprises. DishTv is on the same satellite where DD Direct+ is. Dish TV starts its service
in Pakistan with the collaboration of Budget Communication; Dish Tv is also in Srilanka, Nepal and
Bangladesh.
lineage:
Dishtv is an Essel Group venture. Essel Group has a vast range of national and global business interests
that include media programming, broadcasting & distribution, specialty packaging and entertainment. The
businesses have close synergies in the areas of content, distribution and infrastructure.
Continuing with the same path-breaking tradition, the group now brings Dish TV as a new era of digital
quality TV viewing.
board of directors:
Subash Chandra Chairman
Jawahar Lal Goel MD
Ashok Kurien Director
11
B.D. Narang Independent Director
Arun Duggal Independent Director
Pritam Singh Independent Director
Eric Zinterhofer Independent Director
Jagdish Patra Company secretary
market scenario:
The category has expanded by 34% in 2008 while the company has achieved a market share of 47% in
2008.
As the country readies for a hectic phase of digitization, DTH revenues are estimated to gro exponentially
to a staggering 200,000 million in FY12. The demand will be boosted by India’s consumption boom and
rising disposable incomes, specially on non-food otems and leisure.
success factors:
First Mover Advantage: The early penetration is a big advantage. The initial 1 million subscribers
came on board during the early days at a comparitve lower acquisation cost, which is one of the
biggest cost heads for any DTH platform.
Largest width: Dish TV has the lagest width among all as it has more than 400 channels on its
platform.
12
Entertainment expertise: With its Zee association, the group can boast of end to end from content
creation to distribution. Further Dish Tv has led from front by bringing new age features, like
Movie on Demand, Sports Active, News Active, gaming etc.
Technology: Dish TV has set benchmarks when it comes to technology. In a first and only one of
its kind in India, passengers of Kingfisher Airlines can now view television channels. It is the
only platform to offer TV viewing through its mobile dish product thst has created the possibilty
for consumers to vie live entertainment on the move- in ships, in cars and now in indian railways.
Brand: Brand dishtv is a very salient and respected brand visible across all media in the country.
In a true essence of a leader, it has made constant efforts to educate it customers about the DTH
technology.
Infrastructure: From building of transponder capacity and strengthening its backend and IT
infrastructure, to a vast distribution presence across the country, a consumer facing front and back
ane service network, dishtv has built it all to scale upto market needs.
Packages to suit every palate : recognising the vast differences in tastes and pocket sizes of
different consumer segments, content has been aggregrated and classified into 4 different
packages. The MAXI, WELCOME, FREEDOM PLUS and FREEDOM [ackages along with
language pick options ensure that the same platter is not served across regions, but is customised
to respective likes and wants. While the Maxi and welcome packs are price drivers, the value
pack offerings in freedom and freedom plus packages are volume drivers that ibspire new
subscribers to come on board through a low price point and basic channel offering.
VAS: It is a very potent arsenal in the dishtv armoury to inspire adopton as well as drive up
ARPUs. While services such as gaming, movie on demand etc are already available, new strides
have been made into unexplored genres like astrology and education.
13
sales and distribution:
By 2008 company reached 5200 towns and over 45000 retail outlets. It also established 18 offices abd a
nationwide supplychain through 18 warehouses. Distribution is a key strength and a differentiator.
services:
The company has set up a mammoth service infrastructure of over 25000 direct and indirect personnel
along with 1600 customers service executives based in 9 locations, speaking 11 languages to understand
subscriber’s needs.
1.3. Marketing function at Dishtv
Dishtv being a technology based Service Company uses various extensive promotional tools to reach out
maximum people in and outside India.
Promotion can be loosely classified as "above the line"(ATL) or "below the line"(BTL).
14
What is above the line marketing?
Planning and executing all the Promotional activities carried out through mass media, such as television,
radio and newspaper, are classed as above the line promotion.
What is below the line marketing?
The terms "below the line" marketing or communications, refers to forms of non-media communication,
even non-media advertising. Below the line promotions are becoming increasingly important within the
communications mix of many companies,
These are the important two types of marketing activities taking place in Dishtv .
"Through the line" refers to an advertising strategy involving both above and below the line
communications in which one form of advertising points the target to another form of advertising thereby
crossing the "line". An example would be a TV commercial that says 'come into the store to sample XYZ
product'. In this example, the TV commercial is a form of "above the line" advertising and once in the
store, the target customer is presented with "below the line" promotional material such as store banners,
competition entry forms, etc.
Above the line sales promotion
Above the line is a type of advertising through media such as TV, cinema, radio, print, banners and search
engines to promote brands. Major uses include television and radio advertising, web and Internet banner
ads. This type of communication is conventional in nature and is considered impersonal to customers. It
15
differs from Below the line advertising, which believes in unconventional brand-building strategies, such
as direct mail and printed media (and usually involve no motion graphics).
For Dishtv the definition of the line is "their floor space" where they convert footfall to purchase. Loosely
put, everything done prior to a customer's actual entry into a retail outlet is ATL for some retailers, as
they define shop-floor activities as the true BTL set of activities which decide on which brand sells
eventually.
Below the line sales promotion
Below the line sales promotions are short-term incentives, largely aimed at consumers. With the
increasing pressure on the marketing team to achieve communication objectives more efficiently in a
limited budget, there has been a need to find out more effective and cost efficient ways to communicate
with the target markets. This has led to a shift from the regular media based advertising.
In other words, below-the-line sales promotion is an immediate or delayed incentive to purchase,
expressed in cash or in kind, and having only a short term or temporary duration.
Below the Line uses less conventional methods than the usual specific channels of advertising to promote
products, services, etc. than Above the Line strategies. These may include activities such as direct mail,
public relations and sales promotions for which a fee is agreed upon and charged up front. Below the line
advertising typically focuses on direct means of communication, most commonly direct mail and e-mail,
often using highly targeted lists of names to maximize response rates. Another interesting and very
effective BTL is Ssop Intercept.
What is Ssop intercept in Dishtv’s BTL marketing?
16
Trained sales personnel, often young women, (so-called Inshop demonstrators ) are deployed at Retail
Stores, near the shelves of targeted products. These young women convince customers visiting these
shelves about the better aspects of their brand compared with others. This is ideal for new launches as it
generates trials, which if successful result in repeat sales. In addition,above the line is much more
effective when the target group is very large and difficult to define. But if the target group is limited and
specific, it is always advisable to use BTL promotions for efficiency and cost-effectiveness.
Methods of below the line sales promotion
a) Price promotion
Price promotions are also commonly known as" price discounting". These can be done in two ways:
A discount to the normal selling price of a product, or
More of the product at the normal price
Price promotions however can also have a negative effect by spoiling the brand reputation or just a
temporary sales boost (during the discounts) followed by a lull when the discount would be called off.
b) Coupons
c) Gift with purchases, also gifts certificates
d) Competitions and prizes
This is an important tool to increase brand awareness amongst the target consumer. It can be used to boost
up sales for temporary period and ensure usage amongst first time users.
e) Money refunds
A customer receives a money refund after submitting a proof of purchase to the manufacturer. Customers
often view these schemes with some suspicion – particularly if the method of obtaining a refund looks
unusual or onerous.
17
f) Frequent user/loyalty incentives
g) Point-of-sale(POS) displays
POS includes all the in shop branding done inside a retail store like posters, banners, leaflets etc
1.4. About the project
Comparative analysis on DTH Retail visibility of brand and product.
Now for that we must understand few important things:
a) What is a Brand?
A brand is a name or trademark connected with a product or producer.
People engaged in branding seek to develop or align the expectations behind the brand experience,
creating the impression that a brand associated with a product or service has certain qualities or
characteristics that make it special or unique. A brand is therefore one of the most valuable elements in an
advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace.
b) What is a Product?
It is a thing or a substance produced. In dishtv the product would mean the Set Top Box, Recharge
Coupons and the Demo Connections.
c) What did Dishtv mean by Visibility?
Visibility is a function of persistence, precision and repetition - Your message needs to be heard
repeatedly to rise above the background noise of daily business. Brand Visibility means how much
repetition a brand makes in terms of eyeball contact. It refers to the promotional elements that are there in
the market which makes it a visible brand .
18
d) What is retail visbility.
Visibility at retail trade market for a particular brand or a product.
Futhermore the project was for BTL marketing therefore all the elements that are used for branding had to
be taken into consideration. INSHOP and ONSHOP brand visibility along with Product visibility of
dishtv was to be compared with all other DTH brands.
Elements that were considered for comparing the Inshop branding were:
I. Vinyl Sunboard
II. Oneway Vision
III. POS elements like: Posters , Leaflets, Danglers, Shelf strip, Shelf tape, Shelf Triangular, Dummy
Boxes, Buntings, Foam Banners etc
Elements that were considered for comparing Onshop Branding were:
I. Glow Sign Board(GSB)
II. Non-Lit Board(NL Board)
III. Flange
We took a list from the company of those retailers where in past 2 years GSB were installed.
We look a list of GSB installed Shops because GSB has the most Visible element of a brand.
19
Understanding the Objectives
There are 11 objectives in this project and for each objective there had to be a question in the
questionnaire. Each objective have to be understood properly and a thorough knowledge about the Retail
Branding element
xii. To understand the assets availability and presence at the given Shops (Dishtv V/S competition).
Firstly it is important to know the assets, when it comes to BTL promotion. Assets include:
All the On-shop and In-shop branding elements as discussed earlier .
Secondly it is important to understand, what does availability here mean? Availability here is referred to
weather the asset is installed or not.
xiii. To check the quality of installation of the assets.
Here it is important to understand what is this quality of installation? Actually it refers to the state in
which the asset is present there, weather it is properly installed or dislocated or has a torn flex or damaged
due to some other reason.
xiv. Monitoring the asset loss.
Now, how to monitor the asset loss? Those shops where the assets were not found even when they were
installed by the company have to be registered as Loss of Asset at that particular counter.
xv. Check Old and New Asset with all 3 old logo(L1,L2,&L3) and Latest logo(L4)
xvi. Top of Mind GSB creative.
xvii. It is to see the recall of the creative on a particular glow sign board by the retailer who has an eye
contact with a particular GSB from the day it is installed.
xviii. Audit the internal Point of Sale(POS) element.
20
xix. Product availability
To check the product availability, understanding of the products is necessary. The physical products of a
DTH Brand are Set Top Box (STB) and Recharge coupons (RC). Information about the availability of
STB and RC would solve the objective.
xx. Product visibility
It refers to the hardcore demo connections and the quality of its installation i.e. weather a demo is there at
the counter and if its there weather its on TV or LCD. This will help in knowing the percentage share of
Dishtv Demo
xxi. Top of the mind Brand
In terms of brand exposure, companies want to look for high levels of unaided recall in relation to their
competitors. The first recalled brand name (often called "top of mind") has a distinct competitive
advantage in brand space, as it has the first chance of evaluation for purchase..
xxii. Brand Recommendation and why?
To know which brand is recommended max. by the retailers and what is the USP of the brand being
recommended
Suggestion and Remark by the retailer
This is a section where the retailer can give remark about any brand or give a suggestion from his side to
any company.
21
Snaps for Logo reference:
L 1:
22
L 2:
23
L 3:
L 4:
24
"Through the line" refers to an advertising strategy involving both above and below the line
communications in which one form of advertising points the target to another form of advertising thereby
25
crossing the "line". An example would be a TV commercial that says 'come into the store to sample XYZ
product'. In this example, the TV commercial is a form of "above the line" advertising and once in the
store, the target customer is presented with "below the line" promotional material such as store banners,
competition entry forms, etc.
Above the line is a type of advertising through media such as TV, cinema, radio, print, banners and search
engines to promote brands. Major uses include television and radio advertising, web and Internet banner
ads. This type of communication is conventional in nature and is considered impersonal to customers. It
differs from Below the line advertising, which believes in unconventional brand-building strategies, such
as direct mail and printed media (and usually involve no motion graphics).
For Dishtv the definition of the line is "their floor space" where they convert footfall to purchase.
Loosely put, everything done prior to a customer's actual entry into a retail outlet is ATL for some
retailers, as they define shop-floor activities as the true BTL set of activities which decide on which brand
sells eventually.
Below the line sales promotions are short-term incentives, largely aimed at consumers. With the
increasing pressure on the marketing team to achieve communication objectives more efficiently in a
limited budget, there has been a need to find out more effective and cost efficient ways to communicate
with the target markets. This has led to a shift from the regular media based advertising.
In other words, below-the-line sales promotion is an immediate or delayed incentive to purchase,
expressed in cash or in kind, and having only a short term or temporary duration.
26
Below the Line uses less conventional methods than the usual specific channels of advertising to promote
products, services, etc. than Above the Line strategies. These may include activities such as direct mail,
public relations and sales promotions for which a fee is agreed upon and charged up front. Below the line
advertising typically focuses on direct means of communication, most commonly direct mail and e-mail,
often using highly targeted lists of names to maximize response rates. Another interesting and very
effective BTL is Ssop Intercept.
Trained sales personnel, often young women, (so-called Inshop demonstrators ) are deployed at Retail
Stores, near the shelves of targeted products. These young women convince customers visiting these
shelves about the better aspects of their brand compared with others. This is ideal for new launches as it
generates trials, which if successful result in repeat sales. In addition,above the line is much more
effective when the target group is very large and difficult to define. But if the target group is limited and
specific, it is always advisable to use BTL promotions for efficiency and cost-effectiveness.
About the branding elements:
Various types of branding elements used in Dishtv are to be studied before the survey.
Following are the branding elements and there installation do’s and don’t that are to be kept in mind.
27
ON SHOP
glow side board branding
28
non lit board branding
29
retail gate
30
standee/cutout
31
non lit flange
32
back lit flange33
34
IN SHOP
vinyl sunboard
35
36
37
38
one way vision
39
POS & MERCHANDISING ON RETAIL BRANDING
40
poster
41
leaflet
42
dangler
43
foam banner
44
wobbler
45
buntings
46
shelf tapes
47
shelf strip
48
shelf triangular
49
dummy boxes
50
2. RESEARCH METHODOLOGY
2.1. Reviewing the literature and formulating the research problem
For the purpose of this project, an extensive study of the available literature was done. The study material
made available to us was more in the form of pictures.
The information about Dishtv and other DTH players was studied from the data available on the internet
and various blogs as well as some information brochures provided by Dishtv. The information gathered
from the literature was used to formulate the objectives of the research.
2.2. Developing the research approach and designing a strategy
In this research, a well-structured questionnaire was designed as a means of collecting the information
required, from the retailers. The questionnaire comprised of 17 questions. In which few questions were to
be answered by the respondents and others were to be marked by observation at every particular survey
point. All the questions were close-ended except for one which was an open ended question. Before
reaching down to the final questionnaire a pilot survey with 30 retailers was conducted wherein after few
observations at the survey and discussion with the company mentor, the questionnaire was redesigned and
finally decided was the above mentioned questionnaire with 17 questions. The time available for the
research purpose was 30 days for collecting the data, and for analyzing and interpreting the same was
extra 15 days.
2.3. Sample size for the study
A sample of 522 retailers was taken into consideration. These 522 retailers were chosen from three NCR
Gurgaon & Upcountry Gurgaon
Faridabad & Upcountry Faridabad.51
Noida.
2.4. About the questionnaire
After taking these NCR into consideration, the retailers with whom the survey needs to be conducted was
decided in accordance to the company. The shops were selected by systematic sampling i.e. all the retail
counters were given a Glow Sign Board(GSB) in past 4 years from date 1 April 09.
Finally, the retailers to be surveyed were contacted and the data collected.
In the questionnaire the respondents were asked to give certain answer/information on:
a) The Top of Mind Visibility of GSB creative.
b) Set Top Box (STB) available at a counter.
c) No. of stock they kept of a particular Brand.
d) Recharge cards available at the counter.
e) Brand they recommended
f) Top of Mind Brand
g) Approx. Sale in a Month
h) Top of Mind Offer
i) Demo availability
j) Suggestions and Remarks
Questionnaire also had questions which were to be answered by observation at the survey point like:
52
a) The GSBs and NL boards installed
b) Type of Logo
c) Quality of installation, both of GSB and NL board
d) Flange installed
e) Presence of Vinyl and Oneway Vision
f) Demo connection availability
The data was compiled and tabulated on the basis of the information gathered and it was graphically
represented. Finally, these graphical representations were analyzed and interpreted on the basis of which
certain findings and conclusions were drawn.
2.5. Difficulties faced during the collection of data
Convincing the respondents to spare a few minutes for filling up the questionnaire.
Convincing them to give a true no. of stock the have and sales every month.
Many addresses were not proper or were wrong, so could not find few shops.
Many of the places visited for survey, were not know so finding a proper route and reaching the counter, involved a lot of time.
2.6. Limitation
The no. of outlets were from the database of Dishtv only. Those exclusive dealers of other DTH
brands were not on the list of counters to be surveyed.
3. ANALYSIS AND INTERPRETATION
53
3.1. Onshop brand visibility
1. glow sign board (gsb) T1
Elements Dish Tata Airtel Big Sun
Dish Share
GSB 199 122 92 56 16 41%
F1
Interpretation:
Dishtv has maximum visibility as it has 41% share in total GSBs installed.
In just 1 year Airtel has made it very close to TataSky in terms of GSB.
Sun Direct was the least visible brand, on 3% of total GSBs present were that of Sun.
2. quality of installation of gsb T 2
54
Quality of installation GSBProperly Installed 129Damaged 26Flex torned 8Installed but not visible 13Dislocated 22No clue – Retailer 0
Removed by Competition 1Total 199
F2
Interpretation:
Out of the total 199 Dishtv GSB found at the counters, 65% were properly installed.
11% GSB were dislocated or were not located at the place they were supposed to be installed
13% GSB were damaged that means they required immediate replacement with new Dishtv.
3. monitoring the asset loss T3
55
ElementsWith GSB
Without GSB
GSB 199 263
F3
Interpretation:
The asset loss in terms of GSB was 57% in past 2 years.
4. Type of logo T4
56
Logo Type GSB
L1 18
L2 23
L3 100
L4 58
Total 199
F4
Interpretation:
On 50% of GSB , logo L3 was found.
Rest 50% constituted the other three types of logo.
Almost 71% of old Logo GSBs are to be replaced with the new L4 logo.
5. Top of mind GSB creative T5
57
TOM Visibility (GSB creative) TOM 1 TOM 2
Dish 51 40
Tata 61 47
Airtel 10 22
Big 0 13
Sun 0 0
Total 122 122 F5(a) F5(b)
Interpretation
Tata Sky’s GSB creative was the most recalled by retailers
Dish followed Tata in both TOM1 and TOM2
Sun’s GSB creative was not at all recalled by the retailers.
6. Non –lit board T6
58
Elements Dish Tata Airtel Big SunDish
Share
NL 11 7 15 1 1 31%
F6
Interpretation:
Airtel has 43% of Non Lit Boards which is the highest percentage of all.
Dishtv is following Airtel with 31% NL boards.
7. Type of dishtv logo on NL board T7
Logo Type NL
59
L1 L2 L3 11L4
Total 11
F7
Interpretation:
All the NL board had L3 logo.
L4 logo in NL are yet to be installed.
8. Quality of installation of dishtv NL boards T8
60
Quality of installation NLProperly Installed 8Damaged 3Flex torned 0Installed but not visible 0Dislocated 0No clue - Retailer 0
Removed by Competition 0Total 11
F8
Interpretation:
73% to total NL board are properly installed.
9. Flange T9
61
Elements Dish Tata Airtel Big SunDish
Share
Flange 165 93 103 70 30 36%
F9
Interpretation:
Out of total available Flange, 36% Flange are of Dishtv.
Airtel has more Flange installed than Tata. Airtel has 22% and Tata has 20%.
3.2. Inshop visibility
1. Vinyl sunboard (inshop) T10
62
Elements Dish Tata Airtel Big SunDish
Share
Inshop 13 9 18 13 5 22%
F10
Interpretation:
Airtel has max. number (31%) of vinyl sunboards inside a counter.
Dishtv has 22% availability of vinyl Sunboard.
Bigtv also equals Dishtv , that means Bigtv is doing good with Inshop branding
2. Oneway vision T11
63
Elements Dish Tata Airtel Big SunDish
Share
Oneway 17 5 29 0 3 31%
F11
Interpretation:
By looking at the figures , it is evident that oneway vision are not used much for branding inside
a shop.
Out of the total Oneways ,Airtel has 54% the maximum presence of Oneway Visions at the shop.
Dishtv is following Airtel with 31%.
3. Point of sale(pos) visibility: T12
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POS Dish Tata Airtel Big SunDish
SharePosters 85 38 66 27 20 36%Leaflets 295 257 230 220 142 26%Danglers 21 5 16 2 9 40%Shelf strip 26 3 4 5 12 52%Dummy boxes 30 26 160 17 50 11%
Total 446 319 333 267 193 29%
F12
% POS Visibility
Interpretation:
Dishtv has the more POS elements than the competitors except for dummy boxes in which Airtel
leads with 57%.
Airtel is closely following Dish in Posters and Danglers with 28% and 30% respectively
Sun has 2nd highest percentage share in terms of no. of shops with shelf tape and Dummy bo
3.3. Product details
1. Set top box(stb) availability T13
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Product Dish Tata Airtel Big SunDish share
STB 303 278 248 229 155 25%
F13
Interpretation:
Counters with Dishtv Set top box are maximum in numbers.
Tata and Airtel closely follows Dishtv in No. of Set top box.
Sun has the least Set top Box available
2. Recharge availability. T14
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Product Dish Tata Airtel Big SunDish share
Recharge 290 277 236 220 143 25%
F14
Interpretation:
Dishtv leads and is ahead of Tata by 1% in Recharge avaiability.
Recharge coupons for Sun was found to be in least no. of Shops.
20% of the total recharge availability is constituted by Airtel and then followed by Big with 19%
3. Demo availability T15
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Product Dish Tata Airtel Big SunDish share
Demo 150 178 144 98 37 25%
F15
Interpretation:
Tata has max. visibility of 29% in terms of Demo coonections available at the shops.
Dishtv and Airtel are very close in terms of the demo visibility share.Dishtv 25% and Airtel 24%.
Out of total demo found only 6% was found to be that of Sun direct.
4. Recharge denominations: T16
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Silver Gold Platinum
Dish 267 258 271
F16
Interpretation:
Silver recharge which is the basic pack and Platinum recharge which is the Top recharge
denomination, both were available in same in almost same no.
Gold was preferred by less retailers as it was not opted by the customers much.
5. Demo visibility T17
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Dish Demo No. of Outlets
Working 46
Not working 104 F17
T18
F18
Interpretation:
Only 31% of total Dishtv demo available, were in a working condition and contributed in product
visibility.
Out of the total working Demos only 30% were screened on LCD rest 70% were on 21 inch TV
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Demo installed with TV / LCD
Dish Demo No. of Outlets
TV 32LCD 14
6. Top of mind -brand. T19
F19
Interpretation:
Tata had the maximum brabd recall out of all the DTH with 39%.
Dishtv and Airtel followed Tata with 26% and 19% reapectively.
Big tv was the least recalled brand by the retailers.
7. Recommended brands T20
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RecommendedNo. of outlets
Dish 95Tata 86Airtel 129Big 16Sun 20Did not answer 116Total 346
F20
Interpretation:
Airtel was the most recommended brand almost 28% brand was retailers recommended brand for
various reasons.
Dishtv was the 2nd most recommended brand by 21% and followed by Tata at 19%.
Almost 25% retailers did not prefer recommending a brand, they gave what the customers asked.
4. RESULTS AND RECOMMENDATIONS
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4.1. Observation:
Retailers are not happy with the DishTv’s After Sales Service as they get lots of customer
complaints, which the retailers want to avoid.
Retailers are not happy with the commission they get from Dishtv.
Retailers do not consider Dishtv as a top of the league Brand that is why DishTv demos are
shown less on LCD and more on 21 inch Tv.
Retailers are not conveying the USP to the customers.
Airtel is most recommended Brand mostly because of
1. Commission given to retailers.
2. Airtel’s Brand Image as the Best Mobile SERVICE provider.
3. Latest technology used in it
Retailers Recommend Tata the most Just because of there Service and Product Quality
Retailers influence the customers into buying the brand which they want to sell, and they sell for
commission.
TOM visibility of GSB of Dishtv is the maximum only because of SHAHRUKH
Dishtv has good visibility in upcountry region of Gurgaon and Faridabad
Common suggestion by retailers who are not recommending Dishtv is to Improve SERVICE.
4.2. Findings and analysis
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Dishtv has the max. Onshop and Inshop visibility i.e 41% out of all the 5 DTH brands.
Dishtv has lost almost 57% of total Asset in terms of GSB installed.
65% of GSB and 73% of NL board are properly installed.
50 % Dishtv GSB logo are L3 and 29% logo are L4.
Dishtv has the max. POS available i.e 29% of all 5 DTH brands.
The Top of Mind GSB creative is of Tata (Aamir Khan).
Dishtv is leading, with 25% and 25% in terms of product availability i.e. STB stock and Recharge
coupon respectively followed by Dishtv.
Out of all Dishtv recharge denominations Silver and Platinum are most widely available.
Dishtv stands 2nd with 25% after TataSky in terms Product visibility i.e Demo at Shop.
Out of 150 Demos at the shops, 31% are in working.
Out of total working demo, 70% are on TV and 30% on LCD
TOM brand
a. 39% retailers favored TataSky.
b. 26% retailers favored Dishtv.
c. 19% retailers favored Airtel.
Max. recommended brand
a. 28% retailers recommended Airtel. USP- Technology, Commission and Price.
b. 21% retailers recommended Dishtv. USP- No. of Channels and Price.
c. 19% retailers recommended TataSky. USP- Service and STB Quality.
4.3. Recommendations
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A. Apart from the current Marketing strategy .Dishtv needs to stress upon providing better
service and COMMUNICATE THE SAME to the customers.
B. POS should also speak aloud about –How to get its customer’s complaints registered
with Dishtv directly rather than through dealers.
C. Strengthen the Distribution channel so as to place the STB and Recharge Coupons in
market on Time.
D. Since most of the outlets are either Electronics Showrooms or Mobile handset outlets,
dishtv should tie up for schemes/discounts with any LCD/TV brand and any Mobile
Phone/Service Brand.
E. Immediate Flex change over is required for all the old logos of Dishtv.
F. Incentive schemes for retailers who is well learned and up to date with dishtv’s latest
schemes and packages.
G. Sales team should be made responsible to report on status of Onshop/Inshop branding
quarterly or half yearly.
H. Sales team should include the Branding status on its sales report sheet. So that they
keep up to date
5. REFERENCES:
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a) Kottler Keller Management
b) DishTv Manual
c) Dishtv Retail look book
d) http://www.asiamarketresearch.com/ top of mind
e) http://www.wikipedia.org
f) GC BERRY – Marketing Research
g) Philip Lewis – Research Methodology
h) http://www.dth.com
i) http://www.esselgroup.com
j) http://www.dishtv.in
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