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 YADAVSPE:- MARKETING+I.B.

ROLL NO:- OOO4BATCH:-2009-11

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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

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CERTIFICATE

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 13 thMay to

13thjuly.in which he has worked under my guidance.

Project guide Director general

Mrs. MEENA SOLANKI Mr. ASHOK BENEGAL

Date :-

Place;-

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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 Dealer’s 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

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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. Topic Page no.

5

1. Introduction-

-Company Vision Mission

-Company Profile

-Business Profile

-Department Hierarchy

8-18

2. About BBC 19-21

About DTH 22

3. DTH Industry Profile 23-24

4. About Videocon DTH 25-31

5. Project Objective & Scope-

-Primary Objective

-Secondary Objective

32

6. Research Methodology 33

7. Observations & findings-

-Sales of ,TV,DVD,HT,DTH

(table & graphic representation)

-Competitor Packages

34-47

8. Swot analysis of Videocon d2h 48

9. Limitations, Conclusions, what did I learn, Recommendations, Suggestions,

49-54

10. Key finding 55

11 Bibliography,Questionare, 56-57

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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

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COMPNY’S 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 SEZ’s 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.

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LOGO LOGIC:

• The two ‘E’s on either side represent the Group’s 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.

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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.

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BUSINESS PROFILE:

A-CONSUMER ELECTRONICS & HOME

11

1987

1989-1990

1991

2000

2005

1995

1996

1998

Color & BW TV WASHING MACHINE

HOME ENTERTAINMENT SYSTEM,

ELECTRONIC MOTER, AIR CONDITION

REFRIGERATOR, COOLER.

GLASS SHELLS FOR CRT.

KITCHEN APPLIANCES, CRUDE OIL.

COMPRESSER, COMPRESSER MOTERS.

PHILIPS COLOUR TV PLANT TAKES OVER.

ELECTROLUX INDIA 3-PLANT TAKEOVER, THOMSON CPT ACQUISITION.

19982008-2009 DTH SERVISE, POWER GENERATION PROJECT,

HOSPITALITY, TELECOM, SEZ, REAL STAT SECTOR.

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 company’s 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 seven-band 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 company’s fully- and 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.

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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. India’s 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.

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NEW FUNCTIONAL AREA:

DTH service.

Power Generation Project.

Hospitality.

SEZ.

Real Estate.

PRODUCT PORTFOLIO:

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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 India’s 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 organization’s 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.

DEPARTMENT HIERARCHY:

16

A

VIDEOCON ENTERPRISE GROUP

BHARAT BUSINESS CHANNEL LIMITED

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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.

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

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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

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.

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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 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

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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.

2. Dish TV of zee group.

3. Tata Sky- the joint venture between Tata and Rupert Murdoch’s sky TV.

A recently survey done using the Television Audience Measurement (TAM) puts DD-Direct+ with 3.5 million homes and Tata sky capturing 1.0 million homes.

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The following companies have either the license/letter of intent or applied for the license to operate DTH services-

1. Sun direct of sun network.

2. Reliance blue magic from Reliance ADAG.

3. 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).

• 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.

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– 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 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.

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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 Ariel’s Direct To Home venture Digital TV and upcoming service provider Videocon who is coming with D2H.

Videocon d2h brings you India’s 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.

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.

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WHAT D2H+ LOGO SYMBOLIZE:

25

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.

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27

VIDEOCON D2H:

SATELLITE TV:

28

29

30

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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.

To analyze all the data and provide learning’s, 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.

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

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

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

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

6. Check that demo calls are attended or not.

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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

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.

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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

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AREA COVERED:

KOTHRUD,

SINGH GARH ROAD,

SATARA ROAD,

WARJE,

MALWADI,

KARVEY NAGAR,

SWAR GATE,

MARKET YARD,

HADAPSAR,

SASAN NAGAR,

FATIMA NAGAR,

SAMPLE AREA:-

KOTHRUD,

WARJE

MALWADI

35

BRANDS SELLING/ PCS

TATA SKY 45

DISH T.V. 36

VIDEOCON 26

BIG T.V. 18

AIRTEL 6

SUN T.V. O

DATA ANALYSIS AND INTERPRETATION:-

CURRENT SELLING OF DTH INKOTHRUD AREA

36

MARKET SHARE OF DTH IN KOTHRUD AREA

37

34%

27%

20%

14%5%

SELLING/ PCSTATA SKY DISH T.V. VIDEOCON BIG T.V. AIRTEL SUN T.V.

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%

CURRENT SELLING WARJE AND MALWADI

T.SKY AIRTEL DISH T.V. V.CON BIG T.V. SUN T.V.

58 80 42 32 5 0

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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%.

DTH MARKET SHARE WARJE AND MALWADI

39

53%

37%

10%

PRODUCT WISE

CABLEDTHNO CABLE NO DTH

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

market with the cable and no cable no dth holder’s 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:

Reasons from customer No.

Not interested in DTH 7Satisfy with cable 10Using cable from before 12

40

Response from TATA SKY 6

No more use 13

Cable vender is relative 6

No use 15

More channel 3

Not interested due children 20

Easily availability 16

Uncertain problem in DTH 15

Less rate of cable 9

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.

Clarity 10

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Digital signal 8

Personnel connection 17

More Facilities 20

Digital sound 5

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

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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%.

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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FEATURES IN DTH THAT ATTRACTS THE CUSTOMER:

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SERVICES:

ACTIVE SERVICES:

47

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;

SWOT ANALYSIS OF VIDEOCON D2H

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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

Higher competition in the market.

Higher import duties on raw materials.

New arrivals of advanced technology

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DEALER’S 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 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:-

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According to us there were so many limitations during project which were great hurdle in the competition of project-

1- First limitation was that we were in first trimester so we were notEquipped properly.

2- Time limitation was also there.3- We were not familiar to PUNE.4- The people were not entertaining well.5- Many people unknown about VIDEOCON D2H+.6- Language was a great problem.

CONCLUSION:-

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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

These, there's Prasar Barite’s 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:

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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.

There’s 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 how’s. 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.

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

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• 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

SUGGESTION:-

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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 company’s 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.

KEY FINDINGS:-

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1. By calculating the display share we found that in most of store Videocon product availability 50-60% .

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

3. 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.

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

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

6. Demo installation process & team working properly or not.

BIBLIOGRAPHY:-

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Through mentors.

Through market survey.

Through internet.

Web sites used-

o 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:-

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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