SUMMER INTERNSHIP PROJECT REPORT

ON

MARKET RESEARCH FOR VIDEOCON d2h

SUBMITTED TO

SURYADATTA INSTITUTE OF MANAGEMENT AND

MASS COMMUNICATION
In partial fulfillment of

POST GRADUATE DIPLOMA IN MANAGEMENT

BY

SAURABH KANT SINGH YADAV

SPE:- MARKETING+I.B.
ROLL NO:- OOO4
BATCH:-2009-11
1

DECLEARATION

I, MR.SAURABH KANT SINGH YADAV hereby declare that this project report is the
record of authentic work carried out by me during the period from 13 May 2010 to 13
July 2010 and has not been submitted earlier to institute for the award of any
degree/diploma etc.

Date:

Name of the Student:

Place:

saurabh kant Singh yadav

CERTIFICATE
2

This is to certify that Mr. SAURABH KANT SINGH YADAV FROM

SURYADATTA

INSTITUTE

OF

MANAGEMENT

AND

MASS

COMMUNICATION has successfully completed the project work

market

research

of

Videocon

d2h

in

partial

fulfillment

of

requirement for the completion of P.G.D.M. This project report is the

record of authentic work carried out by him during the period from
13thMay to 13thjuly.in which he has worked under my guidance.

Project guide

Director general

Mrs. MEENA SOLANKI

Mr. ASHOK BENEGAL
Date :Place;-

ACKNOWLEDGEMENT

In this project report I have made an honest and dedicated attempt to make the research
material as authentic as it could. And I earnestly hope that it provides useful and
workable information and knowledge to any person reading it.
During this small time frame of two months in which the project reached its
completion, there were a few people whom I would like to make a mention of and
without whose help the project would have never seen the light of day.
I would like to thanks my external guide Mr. Sandeep Singh (Circle Head) who gave
me a free hand as far as going about the project work concerned.
I dedicate this project to Dealers of Pune District who were extremely kind and who
at times went out of the way to help me. Without their co-operation it would have
perhaps not been possible to research a few places, which I did, within the stipulated
time frame.

SAURABH KANT SINGH YADAV

SPE:- MARKETING + I.B.
BATCH:- 09-11

EXECUTIVE SUMMERY

First and for most, I would like to thanks VIDEOCON DTH for giving me an
opportunity to undertake the project MARKET ANALYSIS FOR VIDEOCON d2h.
I was given the task for market analysis in which I had to visit dealers, distributors and
tell them about new introducing product by VIDEOCON DTH. The offered products
are IDTV, IDVD, and IHT & DTH ITSELF.
As a management trainee my work was also to note down the problems, if that dealer is
selling Videocon company product. My main work was to promote /pitch the features
& facilities provide in to the products and convince them for sale the VIDEOCON
DTH product.
The uphill task was to find out the potential dealers who have interest for selling the
VIDEOCON DTH products as well as support for increase the selling. So that
company assumes them for selling the DTH or as a future prospect for selling the DTH.
The company Videocon DTH is doing aggressive marketing research /analysis at the
launch timing so that they can get good response and business because more market
analysis give more accurate and quantitative result by which company take effective
decision for making the profitable business with satisfied customer.
The most interesting part in any summer internship, for a learner is, the application of
concepts, he has learned. Apart from being interesting things, it is also the key
phenomena around which summer internship resolves. It also gives, a taste of pressure
,the marketing manager has due to limitation of resources, especially financial in
nature .The only things which market research does not give an in-depth knowledge
about is Sales. Although selling skill is considered to be one of the prerequisite of a
marketing professional. Market Research does not give the taste of a hand core sales
job. Thus it can be very well said that, Market Research could be very good topic for
Summer Internship of a student.
In order to get the best of both, I decided to do project (Pan Pune) on Market Research
in Videocon DTH company.

S.No.
1.

Topic
Introduction-

Page no.
8-18

-Company Vision Mission

-Company Profile
-Business Profile
-Department Hierarchy
2.

About BBC

19-21

About DTH

22

3.

DTH Industry Profile

23-24

4.

About Videocon DTH

25-31

5.

Project Objective & Scope-

32

-Primary Objective
-Secondary Objective

6.

Research Methodology

7.

Observations & findings-

33
34-47

-Sales of ,TV,DVD,HT,DTH
(table & graphic representation)
-Competitor Packages
8.

Swot analysis of Videocon d2h

9.

Limitations, Conclusions, what did I learn,

Recommendations, Suggestions,

10.

Key finding

11

Bibliography,Questionare,

48
49-54
55
56-57

COMPANY PROFILE:

INTRODUCTION

Videocon industries is private conglomerate, company slogan is

new improved life, Videocon founded in year 1979 in Aurangabad
Maharashtra, company founder was Mr.Nanadlal Madhaval
Dhoot, headquarter of Videocon is Aurangabad Maharashtra
,India, area served by the company is consumer electronics ,home
appliances, components office automation, internet, petroleum,
power, dth, the main industry of Videocon is consumer durable,
oil and gas etc. company revenue is u$4.1billion,and net income
of Videocon is u$276 million, and owner of Videocon is Mr.
Venugopal Dhoot (CEO&MD) and company website is
http://www.videoconworld .com

COMPNYS VISION

Videocon is committed to bring happiness in every home around the world by

offering high quality products that easy and enrich human life.

To be a USD 15Bn Group by 2013

Road Map:
o By Diversifying into New Areas such as
SEZs
Solar power
Real Estate
Telecom & Mobile Services
Retail
IT Services
Semi-Conductors
Hospitality
Flat Panel Displays (LCD, PDP, PND etc.)

COMPANY MISSION:

A Reflection of Continuity & Change.

To Delight and Deliver beyond Expectation through:
Ingenious Strategy.
Intrepid Entrepreneurship.
Improved Technology.
Innovative Products.
Insightful Marketing.
Inspired Thinking About the Future.

LOGO LOGIC:

The two Es on either side represent the Groups Wide Spectrum of interests
ranging from Electronics to Energy.
It reiterates the Ethos of a Company Dedicated to Maintaining the Highest
International Standards of Excellence through Quality, Technology and
Innovation.
It asserts its Passion for Global Impact
The Steely glint, Communicates the Group's Global Ambition, its Strength,
Sterling Credentials and Innovative Drive
The Logo recapitulates Our Principle of Reaching Out and Touching the Lives
of Millions of People, Worldwide.

HISTORY:
Videocon is an industrial conglomerate with interest all over the world and based in
India. The group has 17 manufacturing sites in India and pants in China, Poland, Italy &
Mexico.
It is an Indian multinational with interests in consumer electronics, home appliances,
color picture tube glass, and oil & gas.
Actually Videocon began its tryst with destiny in 1979 from a conference room-sized
assembly line. But, it was founded in 1987 by Late Nandlal Madhavlal Dhoot. He
completed his education in Ahmednagar and Pune. He was a successful sugarcane and
cotton cultivator. As a next logical step to vertical integration, He boldly took upon an
entrepreneurial venture by importing machinery from Europe to set up the
Gangapur,Sakhar,karkhana (sugar mill) in 1955.those were days when the village did
not even have electricity. He thus unleashed a mini industrial revolution.
At that time it used to manufacture TV and washing machine. In 1989-90, Videocon
started manufacturing home entertainment systems, electric motors & ac. Videocon
entered refrigerators and coolers segment in 1991. In 1995, Videocon started
manufacturing glass shells for crt and in 1996 it ventured into kitchen appliances and
crude oil segment. In 1998, Videocon started manufacturing compressors & compressor
motors. In the year 2000, Videocon took over Philips color TV plant. In 2005, Videocon
took over 3 plants of Electrolux India and acquired.
Currently, it starts to manufacture rotary compressor-based air conditioner, which new
technology in India under Videocon logo. Videocon is all set to enter the dth,
hospitality, telecom, SEZs and real estate industries.
Videocon has launched green-field power generation projects which will collectively
produce 15,000 mw of electricity. Planet m is owned by Videocon through its retail arm,
next.

10

1987

Color & BW TV WASHING MACHINE

1989-1990

HOME ENTERTAINMENT SYSTEM,

ELECTRONIC MOTER, AIR CONDITION

1991

REFRIGERATOR, COOLER.

1995

GLASS SHELLS FOR CRT.

1996

KITCHEN APPLIANCES, CRUDE OIL.

1998

COMPRESSER, COMPRESSER MOTERS.

2000

PHILIPS COLOUR TV PLANT TAKES OVER.

2005

ELECTROLUX INDIA 3-PLANT TAKEOVER, THOMSON

CPT ACQUISITION.

2008-2009

1998
BUSINESS
PROFILE:
DTH SERVISE, POWER
GENERATION PROJECT,
HOSPITALITY, TELECOM, SEZ, REAL STAT SECTOR.

A-CONSUMER ELECTRONICS & HOME

11

APPLIANCES:
Videocon enjoys leadership position in consumer products like Color Televisions,
Washing Machines, Air Conditioners, Refrigerators, Microwave ovens and numerous
other home appliances. Videocon's refrigerator manufacturing enjoys synergy with its
in-house compressor manufacturing technology in Bangalore.
Consumer electronics (CE) goods include FPDs with plasma and LCD screens, flat,
slim and conventional CTVs, DVD players and multimedia speakers. The companys
products have prominent distinguishing marks such as a 10,000: 1 super contrast ratio,
1000W peak music power output (PMPO) sound and 80GB in-built hard disks in the
LCD segment. The flat CTVs have unique features like twin bazoomba woofers with
sound output up to 2500W PMPO, SVMC technology, DDPI technology and sevenband graphic equalizers. The DVD players have technologically advanced features like
progressive scan, MPEG4 compatibility, USB Port, Dolby Digital AC-3 and 5.1 channel
output. Multimedia speakers are available with sound output up to 4000W PMPO,
individual channel volume control and 5.1 channel amplifiers. In the home appliances
category Videocon offers side-by-side, frost-free and direct cool refrigerators with
germ-free technology powered by energy efficient compressors. The companys fullyand semi-automatic washing machines sell as topand front loading models. Promoted
under the Konserv sub-brand this range has key unique selling propositions like digital
Sensi Logic, germfree, rust-free and multiple water selection levels. The semi-automatic
range features triway-turbowash, multi-pulsator and pulgitator technologies. Videocon
microwave ovens are equipped with insta-menu drives, multiple power levels, Xpress
cooking and active defrost devices. Air conditioners include the entire range between
0.8 TR and 2 TR capacities in window and split models. The cassette and tower AC
segment delivers products between 2 TR and 4 TR.

B). DISPLAY INDUSTRY AND ITS COMPONENTS:

After the acquisition of Thomson in 2005, Videocon has emerged as one of the largest
Color Picture tube manufacturers in the world. It has plants in Mexico, Italy, Poland and
China and manufactures a range of high-tech products such as slim CPT, extra slim CPT
and High Definition 16:9 formats CPT.

12

C).COLOUR PICTURE TUBE GLASSES:

Videocon is one of the largest CPT Glass manufacturers in the world. It has plants in
Poland and India. Videocon's CPT Glass manufacturing complements its Colour Picture
tube manufacturing business.

D).OIL AND GAS:

Videocon Group has interests in oil & gas exploration, prospecting and intends to get
into gas distribution. It produces 7% of all oil in the private sector in India. Videocon's
Ravva oil field has one of the lowest operating costs in the world and it produces 50,000
barrels of oil per day. Indias largest crude oil extraction venture in the private sector.
With one of the lowest operating costs in the world and proven reserves of over 250
million barrels under its control, Videocon has ambitious global plans for expansion in
the energy vertical Videocon is also actively looking for exploration and production
opportunities in countries like Oman, Australia and the Timor Sea near Indonesia.

13

NEW FUNCTIONAL AREA:

DTH service.
Power Generation Project.
Hospitality.
SEZ.
Real Estate.

14

PRODUCT PORTFOLIO:

15

MAJOR ACHIEVEMENTS OF VIDEOCON

INDUSTRIES LTD:

The largest panel production facility in the world under one roof providing very
high economies of scale.

One of the world's largest and most respected CRT glass manufacturers.

Firing the largest furnace of its kind in the world with a tank size of 3300 sq ft.

One of the few companies in the world to convert sand to TV.

One of the largest and most acknowledged CPT manufacturers in the world.

Manufactured India's first rust-free Washing Machine.

NEWLY ACHIEVEMENTS:
The Group today is a Rs. 16,000 cr.(US$ 4billion) international conglomerate
continuing to expand its global footprint. Recognition for this brand has come in
liberal doses. Videocon was accorded the status of Indias Most Trusted Brand in
Consumer Durables by Brand Equity in 2005 and 2007. A separate study
conducted by ACNielsen across the country stands testimony to the
organizations commitment to provide quality products and services to
discerning consumers, while another independent study carried out by CNBC
and ORG-MARG awarded the status of the Best Washing Machine brand to
Videocon. Videocon is the first company in India to implement my SAP ERP
version 2004 in record time and is a ramp-up partner to SAP AG Germany. The
company also bagged the SAP ACE Award, twice in a row, for Best Consumer
Sector Implementation and Excellence in Implementation of SAP Modules.

16

VIDEOCON ENTERPRISE GROUP

BHARAT BUSINESS CHANNEL LIMITED

17

DIRECT HAI
CORRECT HAI

ABOUT BBC:
BBCL is a new and separate company that has been floated for this purpose by the
Videocon promoters. D2H+ is the brand name under which the service will be offered.
We have already budgeted an investment of Rs 10 billion in this venture over the next
two years.
18

DTH in India, with players like Dish TV, Tata Sky, Reliance ADAG and Bharti, will be
a low ARPU (average revenue per user), high volume game
It established for expand the DTH market and distribution network which will provide
the pipeline for mop up to one million subscribers in the first year.
It also launches Mobile Handsets in India under the banner of BBCL (Bharat Business
Channel Limited) with brand name of Videocon with DTH service. DTH stands for
Direct To Home which is a direct mode of transmission between Broadcaster and
Subscriber through satellite.

DTH:
DTH stand 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

19

the need for the local cable operators can receive satellite programmes and they then
distribute them

HOW DOES IT WORK?

A DTH network consists of a broadcasting centre, satellites, encoders, multiplexers,
modulators and DTH receivers.
A DTH service provider has to lease ku-band transponders from the satellite. The
encoder converts the audio, video and data signals. At the user end, there will be a small
dish.

ABOUT DTH INDUSTRY:

In earlier days there was only one TV channel in India the
Doordarshan channel Doordarshan was owned and operate by government of India. In
that era every home which had a Tv set used to have its own antenna to capture the
signals. The cable television ordinance law was passed in January 1995. This enabled
20

cable operators to feed channels and later on private companies were allowed to air their
own channels and this led to the explosive growth in number of tv channels and number
of cable operators. The growth of Tv channels & cable operators created a big industry
and market opportunities.
Until few years back there were as many as 1.0 Lakh cable operators across India.
however the services provided by cable operators were poor. The strikes, increase in
tariff plan, selective broadcast and poor services were major cause of dissatisfaction
among the the customers. This has created an opportunity for DTH, which serves an
immediate threat to the high-end cable networks.
There is an immense opportunity for DTH in India an market. The opportunity in India
almost 11 times that in developed countries like the US an Europe. For every channel
there is a scope for broadcasting it in at least ten different languages. So every channel
multiplied by ten that is the kind of scope for DTH in the country.

CURRENT PLAYERS:
The current players in DTH industry are
1 DD-direct + of Prasar Bharti, comprising of 33 fta channels and 12 all India
Radio channels.
21

Dish TV of zee group.

Tata Sky- the joint venture between Tata and Rupert Murdochs sky TV.

A recently survey done using the Television Audience Measurement (TAM) puts DDDirect+ with 3.5 million homes and Tata sky capturing 1.0 million homes.
The following companies have either the license/letter of intent or applied for the
license to operate DTH services1

Sun direct of sun network.

Reliance blue magic from Reliance ADAG.

NBharti Telemedia.

STRUCTURE OF INDIAN DTH MARKET:

The structure of the DTH industry in India can be categorized as an oligopoly. The
word oligopoly is derived from the Greek for new sell. An oligopoly is a market from in
which a market or industry is dominated by small number of sellers. An OLIGOPOLY
is a market dominated by a few large suppliers. The degree of market concentration is
very high. Firms within an oligopoly produce branded product and there are also
barriers to entry.
The key characteristics of oligopoly market are following

Few larger supplier dominates the market.

Independence between firms.

Each firm produces branded products.

Significance entry barriers into the market in the long run which
allows firms to make supernormal profits.

Each industry is aware of the actions of the others

ADVANTAGE FOR VIDEOCON:

Access to 85% of 40,000 retail points in CE space (Note: 80% of DTH has been
sold through this channel).
Access to the Next & Planet M network (will pro actively ensure proper display
and communication as desired by our DTH service in the market).
22

Widest after Sales Service network in the CE space, 5 million consumer contacts
every year.
Best positioned to leverage rapidly growing LCD TV sales.
Strong relations with content companies as group spend 40 Million USD on.
Media add spend and amongst top advertisers in the country every year.
Only CE player in DTH space Leverage ecosystem.
Unique insight into how consumers use CE products.
Over 30 million products sold in the last five years.
Experience zone in all Next, Planet M and other key retailers.
IDTV (TV bundled with DTH hardware)
No Extra Cost.
Unified remote.
Better form factor and simple product to understand especially for the
larger part of the market.

ABOUT VIDEOCON DTH:

Videocon started its journey twenty five years back with determination, sheer grit and
passion; they have traversed through various market conditions and have established an
Indian multinational with an asset base of five billion USD. They are, today a world
class leader in Consumer Electronics and Home Appliances. Their other enterprises
23

include Oil and Gas which is part of VIL, Power and Solar Energy, Telecom,
Hospitality, Infrastructure Development, Retail and now Direct To- Home. Bharat
Business Channel, a Videocon group enterprise is offering DTH services under brand
name Videocon d2h. Videocon is coming with their Direct to Home venture D2H with
tag line of Direct hai Correct Hai. The slogan is quite meaningful at the first look as
due to the features and a convenient price, it may soon gain a lot of popularity.
Direct To Home industry is showing good growth in last few months and two new
records set by Dish t.v. added 4, 31,253 new customers in Oct 08 and newly launched
Reliance BIG TV added 5, 00,000 in first 50 days of operation and industry experts now
waiting results of Bharti Ariels Direct To Home venture Digital TV and upcoming
service provider Videocon who is coming with D2H.
Videocon d2h brings you Indias 1st real satellite television, via state of art satellites,
which means you no longer have to tolerate all the hassles associated with Cable TV. No
more frustrating disconnections right in the middle of an intense game. And whether
anyone watching a Hollywood thriller or a desi block buster, Videocon d2h results in a
The End to all the unnecessary interruptions. Their interactive Direct to Home Services
will be available through Satellite LCD, Satellite TV, Satellite DVD as well as a Set Top
Box (STB).
Videocon is about to give some serious competition to the existing DTH providers in
terms of price as they are planning to give away their Set Top Boxes in less than a
thousand bucks making it the cheapest rate so far for any brand. The reason behind this
could be that Videocon is perhaps getting their STBs manufactured in the country itself
rather than importing them. Also Videocon will be competing with Dish TV, Tata sky,
Sun Direct, DD Direct, Big TV, Airtel Digital TV.
Videocon d2h will provide unique active services, multi lingual user interface, more
movies on demand channels, radio channels, cross genre tickers and many more value
added services. Along with that Videocon's D2H is supposed to give more than 240 plus
channels and a number of radio channels also. They are also even planning to provide
internet subscription to the subscribers through it.
Videocon Industries Ltd is targeting 1.5 million subscribers for its direct-to-home
(DTH) service, riding on its large meshwork of consumer contrivance dealers, its top
authorized said. Videocon officials said the consort is targeting consumers who
purchase the TV with a design rated DTH STB. To be called D2H+, the new assist
promises a new-age satellite TV platform that module attain use of subverter
technology.

24

With over 1,050 distributors and 75,000 retailers, Videocon is ensuring a strong sales
network and has been recruiting sales and assist body through its media arm, Bharat
Business Channel. Company officials said that the technology for STBs has been
imported from peninsula or China and later collective at the company's Aurangabad
plant. Gradually, D2H+ will also be manufactured from other plants of Videocon.
The group, made an announcement of Rs 1,000 crore for the DTH venture earlier, made
a soft launch of its Videocon D2H' services in Macau in front of its 2,500 dealers, who
where specially flown in there.

25

WHAT D2H+ LOGO SYMBOLIZE:

The logo d2h+ denotes that we are committed to provide Direct TO Home
services with few add ones.
The smiley represents 100% fun for the entire family.
The bubble in the logo represents energy and a state of unending flux. In the
other words, a brand that constantly active and ahead of its time.
The additional bubble with the + sign suggests that the brand will always have
something more to offer than the competitors in the market.

26

27

28

VIDEOCON D2H:

SATELLITE TV:

29

30

31

OBJECTIVE OF PROJECT:

PRIMARY OBJECTIVE:
To analyse the way in which Videocon d2h market share can be increase in
pune region

SECONDARY OBJECTIVE

Optimum use of that opportunity. Know how market working and what strategy
adopted before launching new product in market.
To obtain company related inform from internet, magazines, TV. And
newspapers.
32

 To analyze all the data and provide learnings, conclusions and

recommendation.

DATA COLLECTION PROCEDURE:1

Calculate the display share of the Videocon product in every shop which comes
under the Pune region where I did survey.

Collect the data of actual monthly sale of the Videocon product in every shop.

Find out the problems that dealers are facing while selling the Videocon product.

Find out the customer response for the Videocon product by asking the owner of
the shop.

Find out the distributor name from whom they purchasing their product and also
weather they have direct dealership and which brand.

Check that demo calls are attended or not.

RESEARCH METHODOLOGY

1. PRIMARY RESEARCH:A Primary Research was conducted:

Different groups were made.
All the different groups were given different areas.
Everyone did surveys at their given assigned areas.
Firstly we surveyed at retail shops and gathered information regarding all the
different DTH services.
Then we went to different societies and asked people about their favorite
channels, programs and charges.
The questionnaire was prepared for the companies and following areas covered

33

2. SECONDARY RESEARCH:

Data was collected from websites and catalogues to understand the product
of the different players.

Sources used for secondary data collection are company web site , DTH web
site etc.

ANALYSIS OF DATA:
Questionnaire has been attached in annexure -I

Which service has more market share DTH or cable?

What are the facilities provided by the cable operators and the present DTH
service providers?
Which are the 3 favorite channels commonly seen in every family?
At last but not the least to know who the real are and the biggest competitors of
Videocon D2H+ in specific areas?
What is the minimum rental, which customer has to pay to enjoy the service to
cable operators & to present D2H service providers also?
What are the addresses and contact numbers and whether they are using DTH
services or cable?
As the market is rigid so customers are not ready to easily adopt the DTH
service, as most of them are satisfied with the service provided by cable operator

34

AREA COVERED:
KOTHRUD,
SINGH GARH ROAD,
SATARA ROAD,
WARJE,
MALWADI,
KARVEY NAGAR,

35

 SWAR GATE,
MARKET YARD,
HADAPSAR,
SASAN NAGAR,
FATIMA NAGAR,
SAMPLE AREA: KOTHRUD,
WARJE
MALWADI

DATA ANALYSIS AND INTERPRETATION:-

BRANDS

SELLING/ PCS

TATA SKY

45

DISH T.V.

36

VIDEOCON

26

BIG T.V.

18

AIRTEL

SUN T.V.

36

CURRENT SELLING OF DTH INKOTHRUD AREA

37

MARKET SHARE OF DTH IN KOTHRUD AREA

SELLING/ PCS
TATA SKY

DISH T.V.

VIDEOCON

14%

BIG T.V.

AIRTEL

SUN T.V.

5%
34%

20%
27%

INTERPRETATION;- From the above table it is shown that in dth market of

kothrud area

tatasky is the market leader with 34% followed by dish TV. with

27%,Videocon 20%, big TV, with 14%, airtel with 5 %, sun t.v.with0%

38

CURRENT SELLING WARJE AND MALWADI

T.SKY
58

AIRTEL
80

DISH T.V.
42

V.CON
32

BIG T.V.
5

SUN T.V.
0

INTERPRETATION;- From the above table it is shown that in dth market of

warje and malwadi area airtel is the market leader with 38% followed by tatasky with
25%,dish TV. 20%, Videocon, with 15%, big TV. With 2%.

39

DTH MARKET SHARE WARJE AND MALWADI

PRODUCT WISE

10%
37%

CABLE
53%

DTH
NO CABLE NO DTH

INTERPRETATION;- From the above table it is shown that comparison of dth

market with the cable and no cable no dth holders share in warje and malwadi area.
Market share of cable is 53% followed by dth is 27%, and no cable no dth is10%.

REASONS FOR OPTING CABLE SERVICES:

40

Reasons from customer

Not interested in DTH

No.

Satisfy with cable

7
10

Using cable from before

12

Response from TATA SKY

No more use

13

Cable vender is relative

No use

15

More channel

Not interested due children

20

Easily availability

16

Uncertain problem in DTH

15

Less rate of cable

High rate of cable

25

Signal problem in DTH

10

SHARE OF REASONS FOR OPTING CABLE SERVICES:

41

INTERPRETATION;- From the above table it is that share of reasons for opting
cable services in pune market .share of not interested in dth is 5%,and satisfied by cable
7%,from starting cable is 8%,tata sky has not satisfied is 4%, no more use is 8%,cable
vendor is relative is 4%,no use is 10%,more challenge more demand is problem
is2%,not opting due to children is 7%,easily availability of cable is 11%,hang problem
in dth is 9%,less rate of dth is 6%, high rate of dth is 14%

REASONS FOR OPTING DTH SERVICES:

Reasons from customers

No.

42

Clarity

10

Digital signal

Personnel connection

17

More Facilities

20

Digital sound

Program on demand

30

Student perspective

12

More families

10

No light problem from center

25

INTERPRETATION; - From the above table it is that share of reasons for opting
dth services in pune. Share of clarity is 10%,and digital signal 7%,from personnel
connection 12%,more facilities 14%, digital sound 4%, program on demand 21%,
student perspective 8%, more facilities 7% ,no light problem from center is 18%.
43

REASONS FOR OPTING VIDEOCON DTH SERVICE:

Manufactured in Videocon factories.
Videocon d2h Satellite Television.
MPEG4 and DVD-S2.
Single Remote.
Multi lingual User Interface (EPG).
Active Services.
Movie on demand.
Mosaic.
Customizable Info Bar.
Preview Screen.
Favorites.
Radio Facility.
Channel Lock.
Parental Control.
Reminder.
Exciting offers & strong regional content.
Channel hide.

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Context Sensitive help.

Weather watch.
Easy Recharge.

Genre Jump.

Own Service Centers

COMPETITOR PACKS ANALYSIS:

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46

FEATURES IN DTH THAT ATTRACTS THE CUSTOMER:

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SERVICES:
ACTIVE SERVICES:

Get a 24 X 7 darshan of various multi

religious places. It provides novel
features like maps & allows you to
perform an interactive / online aarti on
auspicious occasions.
Get your favorite recipes at the press of a
button with Active Cooking. It features
easy to cook recipes from master chefs
across the country along with handy
kitchen tips.

Receive various secrets on Active Fitness

& Yoga.

Get insights on exotic travel locations &

make your travel plans with ticketing,
accommodation;

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SWOT ANALYSIS OF VIDEOCON D2H

Strengths:
Videocon is the old brand in the market.
Videocon d2h Satellite Television
MPEG4 and DVD-S2.

Weakness:
stock availability
Service problem

Opportunities
Unexploited rural market.
Rapid urbanization.
Increase in income level, i.e. increase in

purchasing power of consumers.

Easy availability of finance

Threats
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 Higher competition in the market.

Higher import duties on raw materials.
New arrivals of advanced technology

DEALERS OPINION ABOUT DTH INDUSTRY:-

SCOPE OF PROJECT:This project gives me great exposure to the consumer durable market because it
includes product knowledge and the filed job in which I have visited the store comes
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under the region of Pune. This project helps me to know the market practically. My job
was during this project to the market share and also the display share of Videocon
product in the store. Videocon always insist the 55% display share of Videocon product
because of availability of product.

LIMITATIONS:-

According to us there were so many limitations during project which were great hurdle
in the competition of project1 First limitation was that we were in first trimester so we were not
Equipped properly.
2
3
4
5
6

Time limitation was also there.

We were not familiar to PUNE.
The people were not entertaining well.
Many people unknown about VIDEOCON D2H+.
Language was a great problem.

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CONCLUSION:-

The price war has intensified in the direct-to-home (DTH) broadcasting space as the
number of players has increased. The first DTH player in the country, Dish TV (of the
Zee group), has slashed rates to an all-time low. It will now offer a `Happy Family Pack'
at Rs 1,990. At this entry point, you get a set-top box and 12 months of viewing for 125
channels spread over several genres, including 21 audio channels,
After a year, one can renew this pack and pay a monthly rental of Rs 100, around the
same that a cable TV subscriber pays, meanwhile, the Maxi package announced by Dish
TV a few months ago continues. For this, you pay an entry price of Rs 3,990 in a year to
get around 200 channels. There's no extra cost for the set-top box. After a year, the
monthly rental is Rs 300.
Other players are not behind in the race either. DTH services of Tata Sky (a JV between
the Tata group and Star TV) and Mr. Anil Ambani-promoted Big TV are being
advertised through mass SMSes, just the way real estate schemes and mutual funds are.
A recent SMS announced, "Tata Sky with 400 days of subscription at Rs 3,999. And Big
TV with six months at Rs 2,490. Installation within 48 hours."
The trend suggests that DTH is where competition is, according to a source in the
industry. There are four private players and one state-owned platform already, and at
two more are waiting to join in. Currently, Dish TV has a market share of 54%, with 3.8
million DTH subscribers, while Tata Sky has 2.2 million. Big TV, which launched its
DTH service recently, has not issued any subscriber numbers yet.
Sun TV also offers DTH but only in the south. Sun too has pan-India ambitions. The
other two planning to join the DTH race are Bharti and Videocon. According to a senior
official of Videocon, its launching DTH in October/November. Bharti, meanwhile, has
to get FIPB (Foreign Investment Promotion Board) approval before starting its DTH
service. It is believed that Bharti would start DTH around end of this year. Besides

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These, there's Prasar Barites free-to-air DTH platform as well. In all, there are around 6
million DTH users in the country.
DTH is a satellite broadcasting system through a pizza-sized dish and a set-top box,
which eliminates the neighborhood cable wallah. Of the 120-million TV households in
India, only 70 million have cable connection. DTH is still in its infancy in India, and
there's sufficient room for growth. By the year 2015, 40% of the pay TV universe (cable
TV and DTH) are likely to be DTH users,

WHAT DID I LEARNED IN THIS PROJECT:

This was one experience where I met people from various walks of life, the
diverse ways of thinking (about the same thing), the volatile nature, their
perception of marketers, their ways of life all came forth and at the end of
the day you feel you can understand humans better but the next day you are
back to square one starting all over again.

Theres one aspect that comes into play when you go out in the streets that is
going on cold calls, going and meeting people without appointments,
without any know hows. There are only two people who do it, one is the
man looking for jobs and the others marketers, and I feel we are more
despised. It requires lots of guts but has a bearing on you mettle, it develops
your soft skills and I do feel the change.

I learned how to deal with customers on telephone, like how to start

communication, explain the business, satisfying his queries and fixing
appointments.

Another important thing that I developed here was building a bond and
relationship with people.

A great percentage of hesitation within me evaporated while interacting

with the senior personnel of the corporate.

During training I learnt about the corporate meetings, seminars, training and
what material a marketing personnel should keep with him.

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Learned about the management, planning, punctuality and the benefits of

regular following of client and maintaining dairy.

I have learned from this project what is DTH & how DTH work & how
Videocon D2T is better from other .How much facility in Videocon D2H.

RECOMMENDATION

Attract customers by exchange offer, discount offer, cash back offer and face gift
offer on the festival occasions

Establish a cordial relationship with dealers and offer a good commission

margins for promoting our products

Keep a hawk eye on the competitors and act according to their sales and
marketing strategy.

Create an effective advertisement with an influential punch line.

To provide better services in order to satisfy the customer needs.

RCV, pamphlets should provide in each and every counter.

Demo piece should be available in every shop and it may install within time.

Distributer should contact properly with every dealers.

Improvement in customer care service

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SUGGESTION:-

D2H & BIG TV provides the free news channels for the student like current
news, share market, game, and world news so mention it.
Form an efficient research and development team in order to improve quality
and add technical features in the products.
Create an effective advertisement with an influential punch line.
Improve products finishing, packing and service to the customers.
Organize contests, events, games to promote companys brand image.
Reduce manufacturing, sales and distribution and other indirect cost and
invest on advertisement R&D and other sales promotion tools.
Attract customers by exchange offer, discount offer, cash back offer and face
gift offer on the festival occasions.
Establish a cordial relationship with dealers and offer a good commission
margins for promoting our products.
Keep a hawk eye on the competitors and act according to their sales and
marketing strategy.

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KEY FINDINGS:1

By calculating the display share we found that in most of store Videocon

product availability 50-60% .

By the actual monthly sale of particular store we came to know the capacity of
the store and how much product can they sale.

It help us that weather dealer is capable of being a direct dealer of Videocon or

not and it also helps to find out the new dealer who are capable of being the
dealer of Videocon.

We also came to know while visiting the shop that there was big problem of
after sale service.

Many dealers were facing the problem of after sale service because there is no
follow up calls from Videocon.

Demo installation process & team working properly or not.

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BIBLIOGRAPHY:-

Through mentors.
Through market survey.
Through internet.
Web sites usedo www.d2h.co.in
o www.videocon.co.in
o Google Search

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ANNEXURE:Questionnaire for dealer:1- Name of dealer

2- Place of shop
3- Contact no. of dealer
4- Which brand is more promoting from your shop?
5- What is the region for promoting that brand?
6- Which brand is giving more brand material?
7- Total no. selling d2h from your shop, and total no. selling
Videocon d2h?
8- Recharge coupon, branding material, demo, stocks are
available or not?
9- Which type of problem facing by you on the time of selling
Videocon d2h?
10-

What is the opinion about Videocon d2h?

11- Which type of problem comes after sailing the Videocon

d2h?

Questionnaire for customer:-

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1- Name of customer
2- Place of customer
3- Contact no. of customer
4- What is the region for opting dth?
5- What is the region for opting Videocon d2h?
6- Recharge coupon are available easily are not?
7- Which type of picture quality of Videocon d2h, how picture
quality is different from other d2h services?
8- Are you satisfy with the customer care services?

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