GROUP 7(G.

5)

Vision: To be at the peak of the knowledge

Mission: To create an healthy environment.

Group Member:

Kanaiya Darji

Suman Pandita

Anand Rajawat
Pushkaraj Save
Vivek Shah
Mumtaz Tadvi
AIRTEL DISH TV

INTRODUCTION

AIRTEL DIGITAL TV is a DTH satellite television provider in India, using

MPEG-4 digital compression with DV2 technology, transmitting using INSAT
4CR 74°east. It is the 6th DTH service launched in India. Airtel Digital TV is
a part of Bharti Telemedia Ltd a subsidiary of Bharti Airtel Limited owned by
Sunil Mittal the Indian telecom giant who brought mobile Services to India
through the largest mobile service Provider Of India Airtel. Airtel digital TV
Started operation from 9th October 2008 with a slogan “Come Home to the
Magic”. It currently offers close to 200 channels and many interactive ones
as well as World Space Satellite Radio channels

The company plans to increase the Channels in near future. It shows

many interactive channels and plans to bring internet on DTH by using Airtel
Live...It is the second pan India dth provider providing mpeg-4 technology.
It has also been ranked as the best DTH service by “Living Digital”
magazine.

Airtel DTH comes with more than 23 plans which provide more than
200 channels. The service also comes up with the exclusive offer for Airtel
telecom user. The service is available in the range of 99/- rs. To 424/- Rs.
excluding installation charges of 1750/- Rs.

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Q.2: Research Hypothesis or Research statement?

Ans: “People are using more cable TV than DTH services”.

The given market research is a research hypothesis. Still the market

research is not done but from the secondary data which is available easily it
can be stated. Even it is a traditional market for the cable service provider.
So we will research whether the statement is true or false.

Q.3: Source of the problem or opportunity?

Ans: The given problem is the opportunity for the company. Globalization
has increased the use of DTH in many countries now the trend is just started
in India.

Q.4: What is the exact opportunity?

Ans: India is a dynamic country in itself. Just ten years ago, about 20 per
cent of the total homes could only receive government services broadcast on
one channel operated by Doordarshan, the national television operator. By
1997 there were 50 private satellite channels and 19 different services from
a revitalized Doordarshan. More than 40% of the homes now have television
and about 15 per cent of the total homes subscribe to cable.

The cable TV industry is developing under the direction of pay-TV

broadcasters, MSOs and independent cable operators. The industry is clearly

divided into CAS-ready networks, non CAS-ready networks, semi-urban

networks, urbanized rural networks and rural networks. The challenge for
cable exists in the rural areas where installation and application are
extremely cost prohibitive, and nearly three quarters of India is designated
as rural territory. This has created an opportunity for DTH, which serves an
immediate threat to the high-end cable networks.

Therefore there is a tremendous market for the DTH providers. Even

now various features are provided on the DTH which are not available on
cable like ordering pizza, movie tickets, high set top box memory & many

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more so people are looking more towards DTH, this gives an added
opportunity to the provider.

Now a days cable service provider are closing their business due to
increasing DTH provider, there picture quality & availability of channels. So it
increases the opportunity for the DTH provider. Airtel has the added
advantage of mpeg-4 technology & their broadband service which give more
opportunity to Airtel.

Q.5: Statement of marketing problem

Ans: As the Airtel DTH is new & not the first in the market so it’s marketing
is facing many problems. The problems with reference of 4 p’s are:

Product: As the Airtel is not the first DTH provider so that is the problem for
it because the market of rural area is already been captured by other
providers like Dish TV & TATA Sky. Even the DTH antenna works improperly
in the rainy season.

Place: The problem with Airtel DTH is that the service antenna is not
available in the rural areas which become one of the major problem for it.
Also the service executives are not easily available.

Price: The price of the Airtel dish TV is very high as compare to it’s
competitior that is the major problem which Airtel is facing broadly in their
marketing.

Promotion: The promotional activity of Airtel is not so eye catching. Even

the local promotion which company do is generally seems to be for the high
class people. In the rural area the people are less aware about the services.
That also creates the problem for the company.

Q.6: Specification of the Research Objectives

Ans: The 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.

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 ➢ It will help to understand the brand positioning of the various brand.
➢ How much customer are aware of the brand.

Q.7: Creating Research Design:

Ans: 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 rulal 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.

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