Sales Management in Dish TV

Gurjot Singh Khalsa C 34

Sai Praveen D 23
Sumit Nandal D 27
Mehak Kalra E 10
Palash Verma E 35

About Dish TV
Dish TV is a division of Zee Network Enterprise

(Essel Group Venture).

Dish TV is Asias largest and worlds third largest
DTH Service provider.
Dish TV was launched in 2004.
It is Indias leader in market share as well as
subscriber base.
Dish TV has a subscriber base of 13.4 million and
market share of 32% as of June,2013.
It has a distribution network of about 1400
distributors and 55,000 dealers that spans across
6600 towns in the country.

Business Model

New Acquisition
Installation
Recharge/Renewal
After Sales Service

Sales Force Hierarchy

Natio
nal

National
Sales Head

Zonal

Regio
nal

Area

Territo
ry

Zonal
HeadNorth

Regional
Sales
Manager

Area Sales
Manager

Sales
Trainee

Zonal
HeadSouth

Sales
Represent
ative
FOS

Zonal
Head-East
Zonal
Head-West

Sales Force Size

Every Regional Office of Dish TV has:
1 Regional/Cluster Sales Manager
1 Area Sales Manager
1 Area Service Manager
1-2 Management Trainees
2-3 Sales Representatives
FOSs; this depends on the number of distributors in the

region
For Instance, Nagpur Region has six distributors(3 each in the
eastern and western halves), who employ one FOS each

Sales Force Type

Dish TV employs a combination of specialists and

generalists
Since the product involves technical details, Sales

representatives are employed as specialists

Sales Representatives promote the product and follow up on

qualified leads
FOSs are generalists- their role is to visit retail outlets and

check about availability of recharge and stock

Sales Force
Organizational Structure
Combinational Structure
A mix of Geographical and Product Sales Structure
Every region is divided into geographical sections and then

territories for sales convenience

Also, since the offering is a mixture of product and service,

and involves technical know-how, Product Sales structure

is employed

Recruitment and
Selection
Dish TV recruitment process is well

established, they give ads in newspaper,

companys website, institutions,etc.
Dish TV recruits trainees from premier B
schools.
Selection Process Involves:
Aptitude test
Group Discussion
Personal Interview

Training and Development

Induction
Training
Duration:10 days

On Job
Training
Duration: 1 Week

Internal
Training

Competency
Development

Duration: 1 Month

Duration: 1 Week

Compensation

Distribution Channel of Dish TV

Distributors
Direct Selling Agencies
Modern Trade

Distributors

Compan
y

Distribu
tor

Investment: 2 to 3 lakhs

Dealer

Custom
er

Types of Dealers

Traditional
Trade
DTH outlets

Consumer
Durables Telecom
and
Trade
Electricals Mobile Stores

Non
Convention
al Outlets
(used for
recharges)

Product margins:
Product

Price

Distributor
margin

Dealer Margin

Standard Set
Top box

1799

600

300

Standard Set
Top box with
Recorder

1999

600

400

HD Set Top box

with Recorder

3099

800

500

Recharge Margins:
For Distributor : 1 1.5%
For Dealer : 3 - 4%

Direct Selling Agencies

Compa
ny

DSA

Investment: 50k to 1 lakh

Custo
mer

Product margins:
Product

Price

DSA margin

Standard Set
Top box

1799

900

Standard Set
Top box with
Recorder

1999

1000

HD Set Top box

with Recorder

3099

1300

Recharge Margins:
For DSA : 3 4%

Modern Trade

Compa
ny

Margin based

Retail
Outlets

Custo
mer

Product margins:
Product

Price

Margin

Standard Set
Top box

1799

400

Standard Set
Top box with
Recorder

1999

400

HD Set Top box

with Recorder

3099

500

Recharge Margins: 1 - 2%

Parameters Involved In Direct Sales/Alternate Sales

Cold calling
Door to door sales
Corporate sales
Umbrella activity
Canopy activity

Thank you