project on videocon d2h

7/25/2019 project on videocon d2h

1/51

EXECUTIVE SUMMARY

India has a total television population of close to 135 million, out of which 80% have access

to cable and satellite (i.e. 108 million). The total T! subsc"ibe"s a"e close to ## million.

Thus the T! has a ma"$et sha"e of app"oimatel& #0%. The subsc"ibe" base fo" T! in

#00' was mea"e 1 million. ow fo" an indust"& which is *ust 5 &ea"s old, it is a "eat

achievement. In #005 ish T+ was the onl& pla&e" in the T! indust"& and was "eiste"in

subsc"ibe" "owth mainl& in the a"eas whe"e cable T+ was not available. The subsc"ibe"s

we"e not "ead& fo" the cost of set top bo. In #00 -/ mandate was int"oduced in selected

met"o cities, whe"e use"s had to invest in a set top bo. +ideocon #! is one of the eme"in

companies in this secto".

The stud& was conducted at with an ob*ective to stud& the Services Provided By The

Videocon d2h. & stud&in this "epo"t one can come to $now about how the compan& b"and

its va"ious p"oducts and how the la"e" sement of consume"s a"e shiftin to T! se"vices

f"om the cable netwo"$s. The "epo"t is divided into fou" chapte"s.

In the first chapter, the"e has been iven a b"ief desc"iptionabout the compan& p"ofile of the

+ideocon d#h.+ideocon d#h has been p"ovidin T! se"vices in India since its inception in

u #00.+ideocon d#h2s taline initiall& was Direct Hai Correct Haiwhich was late"

chaned to iital T! /e"vice in ov #011.In anua"& #014 +ideocon d#h has c"ossed 11

millions subsc"ibe"s. +ideocon #h is fi"st T! compan& in India which p"ovides adio

6"e7uenc& technolo& "emote fo" bette" and lon "ane sinal facilit&. -ompan& have

1


2/51

ope"ation in pan India (ast, 9est, o"th and /outh). :;


3/51

Chapter

Introduction

3


4/51

1.1 History of DTH Industry

The history of Indian Television dates back to the launch of Doordarshan, the

Countrys national television network in 1959when the transission was in black

!white" The 9th #sian $aes, held in 19%2 in the countrys ca&ital 'ew Delhi,

heralded the ark of colour television broadcast in India" In 1991, Indian

econoy was liberali(ed fro the license ra) and a)or initiatives like invitin$

*DI, dere$ulation of doestic businesses eer$ed" This led to the in+u of

forei$n channels like -tar T. and creation of doestic satellite channels like -un

T. and /ee T."

This virtually destroyed the ono&oly held by Doordarshan" In 1992, the cable

T. industry started which chan$ed the way the avera$e Indian watches

television" 0very city in India had a new breed of entre&reneurs called as cable

wala or ocal Cable &erators C4 takin$ in char$e of distribution" -ince this

was a disor$ani(ed sector carryin$ new channels on the eistin$ infrastructure

reuired new investents which the o&erators were reluctant to ake" This

led to the eer$ence of a new breed of 6rs called as 7ulti -yste &erators

7-4 who had heavy 6nancial uscles to ake ca&ital investents and liaised

between the cable o&erators and the channels" 7-s &rovide the feed to the

local o&erators for a fee" In 1995, $overnent felt the need of re$ulation in Cable

T. and &assed the Cable T. network 8e$ulation4 #ct" This was also the tie

when the state owned Doordarshan and #ll India 8adio cae under a new

holdin$ called as rasar :harati to $ive the enou$h autonoy"

;


5/51

The Cs re&orted a lower nuber of connections where as the broadcasters

deanded a hi$her rate" 7-s were 6ndin$ it diith C#-,

the last ile distribution could be addressable with accuracy and di$itali(ation

of broadcast was also &ossible" C#- was rolled out in 2==3 startin$ fro Chennai

and later to &arts of Delhi, 7ubai and ?olkata" n the DT@ front, T8#I issued

the $uidelines for o&eratin$ DT@" Countrys 6rst DT@ license was awarded to

Dish T. in 2==3 which started o&erations in2==;" rasar :harati also started its

&roduct DDADirectB

In 2==, T8#I &ro&osed a new initiative by called @ead endAInATheA-ky @IT-4E

odel as an alternative to the eistin$ cable distribution" Instead of the 7-s

&rovidin$ the bundle, there will be a sin$le @IT- o&erator who will &re&are the

bundle of channels and bea it to the @ead end in the satellite" >ith the

avera$e Indian $ettin$ youn$er, and hence ore likely to s&end on

nonessentials, the entertainent industry has the &otential to $row e&losively

in the future" 'ow the industry is ready to enter a second sta$e of $rowth

&owered by the twin en$ines of technolo$y availability of uality infrastructure

and the accelerated &enetration of di$ital connectivity4 and an enablin$

re$ulatory environent"

5


6/51

1.2 Bharat Businss Chann! "i#itd $BBC"%

.ideocon Frou& has launched Direct to @oe servicesE ! 7obile @andsets in

India under the banner of ::C :harat :usiness Channel iited4 with brand

nae of .ideocon d2h"DT@ which stands for Direct To @oeE which is a direct

ode of transission between :roadcaster and -ubscriber throu$h satellite"

:roadcast centre collects the si$nals fro diGerent &ro$rain$ sources like

-ony, /ee, and -tar4" It &rocesses the -i$nals and beas it to the -atellite"

-atellite re&rocesses the si$nals and retransits the si$nal to the subscribers"

.2 Profi!e of VID"#C#$ d2h

+ideocon d#h is the T! se"vice p"ovided b& the Videocon %roup. +ideocon d#h has been

p"ovidin T! se"vices in India since its inception in u #00.+ideocon d#h2s taline

initiall& was Direct Hai Correct Haiwhich was late" chaned toDigital DTH Servicein

ov #011.

s of ul& #015, it offe"s 500 channels and se"vices which include 34 B!B channel, 4=

:lt"a ! channel and #1 ctive Cusic /e"vices. In Ca& #011, it launched its ! iital

+ideo eco"de" (+) bo with 3 which could "eco"d live content. 9ith the launch of its

H


7/51

3 /et Top o (/T), +ideocon d#h became the fi"st T! p"ovide" in India to offe" a 3

compatible /T since none of the othe" T! p"ovide"s had a 3 compatible o.

In anua"& #014 +ideocon d#h has c"ossed 11 millions subsc"ibe"s. +ideocon #h is fi"st

T! compan& in India which p"ovides adio 6"e7uenc& technolo& "emote fo" bette" and

lon "ane sinal facilit&. The& "ecentl& added 4 "eional lanuae ! channels i.e. Tamil D

Teluu. +ideocon #h also launched new + 1000 E which allows maimum "eco"din

facilit&.

-ompan& have ope"ation in pan India (ast, 9est, o"th and /outh). :;


8/51

7uipment at ou" diital b"oadcast cent"e then diiti@es, comp"esses, multiplees, comp"esses

and enc"&pts all of ou" p"o"ammin sinals into diital video st"eams p"io" to uplin$ to the

/T


9/51

unde" the =u


10/51

$ationa! +rea #f #peration

3Distri-ution #r Branch $et4or56

; II

.' $ature of the #r&anisation and its Business

ha"at usiness -hannel Fimited is enaed in manufactu"in and Ca"$etin of T!

p"oducts ( i"ect to !ome ).+ideocon d#h became the fi"st T! se"vice p"ovide" in India to

offe" a 3 "ead& /et Top o in India. +ideocon d#h subsc"ibe"s can view 3 content on

thei" T+ p"ovided the& have a 3 T+. +ideocon d#h was also the fi"st T! se"vice in India

to have an active channel with 3 content.

+ideocon d#h, the T! a"m of +ideocon "oup is the fastest "owin T! se"vice p"ovide"

in India. +ideocon d#h has 500 -hannels and /e"vices on its platfo"m. It uses C;E J 4

+/


11/51

+ideocon d#h has been awa"ded the 4th most successful b"and launch of the &ea" #00

ac"oss all p"oduct cateo"ies in the "and e"b& su"ve& ca""ied out b& usiness /tanda"d.

lon with !, subsc"ibe"s will also be able to en*o& 3 content and epe"ience the new

wo"ld of television ente"tainment on ou" !


12/51

.9 Product8s of the Co(pany

1. iital /et Top o

#. ! iital /et Top o

3. ! iital +ideo eco"de"

4. 4= /et Top o

. Di&ita! Set Top Bo/

This set is p"ovidin "eat offe" at onl& s. 1'#0. /ome featu"es a"e

a6 1osaic

+ideocon d#h has the uni7ue facilit& of bein able to show 1# p"o"ammes of a pa"ticula"

en"e on T+ sc"een at one o. This allows &ou to select the pa"ticula" p"o"amme that &ou

wish to watch.

-6 1u!ti!in&ua!

/et &ou" p"efe""ed lanuae of naviation th"ouh the lect"onic ;"o"amme Euide of

+ideocon d#h. The"e is a choice of nine lanuaes one can choose fo" naviation pu"pose

and two can be set at a time.

c6 Previe4 Screen

efo"e shiftin to anothe" channel, one can watch a p"eview of the pa"ticula" p"o"amme b&

seein it on the sc"een. nd then net channel of oneLs p"efe"ence ma& be watched.

12


13/51

#. HD Di&ita! Set Top Bo/

This /et Top o is hih deficienc& at onl& s 18#0, with unlimited "eco"din. /ome of the

featu"es a"e

a6 :n!i(ited ecordin&

This is a featu"e uni7ue to +ideocon d#h ! /T, which enables &ou to "eco"d an&

p"o"amme if &ou a"e bus& at that time. Nou can eithe" "eco"d a Five T+ p"o"amme o" &ou

can even "eco"d a scheduled p"o"amme. nd &ou can watch the "eco"ded p"o"amme late" at

&ou" leisu"e. n*o& the featu"e of :nlimited eco"din on &ou" T+ and che"ish Indian +alues.

-6 India8s irst adio re;uency e(ote 3or DTH6

This is a special featu"e f"om +ideocon d#h, whe"e the 6 "emote can be used to chane

channels o" ad*ust volume, without pointin it at the /T. The 6 "emote can be pointin in

an& di"ection and will wo"$ even if the"e is an obst"uction in f"ont of the /T.

c6 e4ind< or4ard 3up to =7/6

?ne can eithe" "ewind o" fo"wa"d an& "eco"ded p"o"amme up to '4 times the no"mal speed,

thus savin oneLs valuable time.

d6 Pause !ive TV

?ne can attend to an& eme"enc& wo"$ at hand b& p"essin the pause button of an& Five

p"o"amme on &ou" T+, and then watchin it late" at oneLs convenience.

13


14/51

e6 1ar5 > s5ip 0atch

If someone is of the t&pe that he does not want to see adve"tisements o" wants to s$ip ce"tain

pa"ts of a p"o"amme, this featu"e allows him to do that. ?ne can ma"$ the pa"ts so that he

can s$ip them, and continue to watch &ou" p"o"amme.

f6 +uto Seria! ecordin&

?ne can set the s&stem so that his favou"ite T+ p"o"amme automaticall& ets "eco"ded, even

in his absence.

'. HD Di&ita! Video ecorder

This is iital +ideo eco"de" at onl& s.'0. /ome featu"es a"e

a6 India8s irst ??? %B +s!i HD ecorder 3in-ui!t hard dis56

The ! + f"om +ideocon d#h has a hue "eco"din capacit& that can "eco"d p"o"ammes

of an&oneLs choice. This "eco"din is p"ovided in the inbuilt ha"d dis$ of the "eco"de" and

one can watch the "eco"ded p"o"ammes at his convenience.

-6 :p to 99? hours of ecordin&

The "eco"din capacit& can "eco"d f"om 300 hou"s of content up to 1550 hou"s. This will

depend on the 7ualit& of audio and video content that is bein "eco"ded on the ! +.

c6 ecord 2 Channe!s Si(u!taneous!y

If the"e a"e two p"o"ammes on the television at the same time that &ou wish to "eco"d, it is

possible. The +ideocon d#h ! + ma$es it possible to "eco"d two p"o"ammes so one

can watch them late" at leisu"e.

d6 Pause @ive TV

1;


15/51

?ne can attend to an& eme"enc& wo"$ at hand b& p"essin the pause button of an& Five

p"o"amme on &ou" T+, and then watchin it late" at his convenience.

e6 +uto Seria! ecordin&

?ne can set the s&stem so that &ou" favou"ite T+ p"o"amme automaticall& ets "eco"ded,

even in his absence.

f6 Buffer 1e(ory ecordin&

If one happen to miss a few minutes of &ou" favou"ite p"o"amme to attend to somethin

u"ent, not to wo""&. This featu"e of +ideocon d#h automaticall& "eco"ds an& onoin

p"o"amme so that one can o bac$ and watch it.

&6 1ar50S5ip0atch

If someone is the t&pe who does not want to see adve"tisements o" wants to s$ip ce"tain

pa"ts of a p"o"amme, this featu"e allows him to do that. !e can ma"$ the pa"ts so that he can

s$ip them, and continue to watch his p"o"amme of inte"est.

h6 S!o4 1otion

This featu"e allows one to watch an& action se7uence o" an& othe" scene that one li$es, at

slow motion. It is almost li$e oin f"ame b& f"ame and en*o&in the se7uence of his

favou"ite sta"s on the sc"een.

i6 e4ind< or4ard 3:pto '2/6

?ne can eithe" "ewind o" fo"wa"d an& "eco"ded p"o"amme up to 3# times the no"mal speed,

thus savin his valuable time.

A6 Dua! :SB Ports

The +ideocon d#h has the facilit& fo" dual :/ po"ts that helps one to ca""& out two

functions at a time.

15


16/51

7. 7 :!tra HD DTH

othin pe"haps can beat 6:FF ! because he"e comes 4= technolo&. It delive"s 4 times

the pictu"e "esolution of 1080p 6ull !, that is eiht million piels compa"ed to the me"e

two million of 6ull !.

ow a da&s, 4= F will be incomplete without a +ideocon d#h 4= :lt"a ! set top bo.

The 4= ult"a ! /T2s a"e capable of delive"in T"ue 4=p'0, which completes ove"all 4=

epe"ience. 4= displa& "eveals eve"& nuance D detail fo" a visible diffe"ence that2s "eall&

astonishin. The hihe" piel densit& of 4= also enables &ou to et much close" without the

"id li$e st"uctu"e of the imae itself becomin visible. This means, we can comfo"tabl&

watch a much la"e" sc"een f"om the same seatin position as ou" cu""ent 6ull ! panel. This

also p"ovides a mo"e imme"sive epe"ience, b"inin to life spacious wildlife pano"amas as

well as offe"in the most detailed action in a fast paced c"ic$et o" football match. 4= :lt"a

! T! is becomin pa"t of a limited edition "evolutiona"& at onl& s.'50.

So(eeatures of 7 :!tra HD DTH )

a6 .' (i!!ion pi/e!s

The new +ideocon d#h2s 4= :lt"a ! /et Top o livens up &ou" T+ viewin epe"ience as

it comp"ises of 3840 piels O #1'0p lines which ives hihe" imae cla"it&, "eate" tetu"e

and an almost photo"aphic emulsion of smoothness.

-6 7 Ti(es u!! HD

The +ideocon d#h 4= :lt"a ! /et Top o enables optimal pe"fo"mance of :!T+ T+

and "edefines T+ viewin epe"ience b& delive"in 4 times the pictu"e "esolution of 1080p.

1H


17/51

c6 True 7p=?

The /et Top o is capable of p"ovidin a t"ue 4=p'0 epe"ience in te"ms of vivid, stunnin

colo"s and smooth motion. It p"ovides a imme"sive epe"ience, b"inin to life spacious wild

life pano"amas as well as offe"in the most detailed action du"in a fast paced spo"ts ame.

d) :I

The 'et Feneration ser Interface &owered by CI-C &rovides a cuttin$ ed$e

user e&erience allowin$ you to easily access content" Its a new way to do ore

than )ust watch T. with $reat ease and accessibility and hel&s the user feel the

)oy of easy navi$ation"

e6 Super Speed :SB

The new ene"ation /upe" /peed :/ po"t allows us to be futu"e "ead&. 9ith it one will be

able to pla&, pause and "ewind the live st"eam of 4$ content in the futu"e. ?ne does not have

to chane oneLs bo to et the powe" into his hand. The net en hih speed t"ansfe" "ates will

facilitate en*o& smooth pla& bac$ of !ih bit "ate 4= st"eamin f"om sto"ae.

f6 1osaic Support

+ideocon d#h has the uni7ue facilit& of bein able to show &ou 1# p"o"ammes of a

pa"ticula" en"e on T+ sc"een, at one o. This allows us to select the pa"ticula" p"o"amme

that we wish to watch.

) 1u!ti!an&ua&e Support

1


18/51

?ne can set oneLs p"efe""ed lanuae of naviation th"ouh the lect"onic ;"o"amme Euide

of +ideocon d#h. The"e is a choice of nine lanuaes that one can choose fo" naviation

pu"pose and two can be set at a time.

.= Si*e of #r&anisation

Canpowe" 1000 mplo&ees

Tu"nove" s.1#00 -"o"e

Position of the Co(pany

+ideocon d#h is an undisputed leade" in p"esent ma"$et. It is holdin o.1 position in elhi.

. 1ar5et Share of Co(pany

Brand 1ar5et Share+ideocon d#h 33 %

1%


19/51

Tata s$& 31 %

i"tel #' %

?the" 10 %

. #r&anisation Structure of the Co(pany

The o"anisation st"uctu"e of the compan& is shown in fiu"e 1.1.

i&ure.) #r&anisation Structure #f the Co(pany

19

C0

DJ C0

C* @8 . -!74 C

C#KC-CI8C0 @0#D

-8"

#CC'T#'TC-T08

@0#D

#80#

7#'#F08

8-


20/51

.E Present !eadership

The p"esent leade"ship in the compan& is shown in TableP. elow.

-icle !ead ?pe"ation(:;


21/51

Chapter02

2. S#T +na!ysis of the Co(pany

ST"$%TH

a) The

+ideocon

b"and name

has a st"on

leac&

b) 500A

channels

available

fo" the

custome" to

choose

f"om.

c) /t"on

b"andin

imae and

ma"$etin

th"ouh

T+-s and

p"int adcampains

involvin

celeb"ities

d) i"ect to

home

connection

se"vices

apa"t f"om

offe"inood

"+$"SS"S

a) !as not been

able to

penet"ate as

much as

some the

othe"

competito"s

could do.

b) ;oo"

Ce"chandisi

n at eale"

outlets.

21


22/51

custome"

suppo"t

se"vices.

e) ;ionee" in4$ :lt"a

! T!

channels.

f) /t"on

eale"

etwo"$ in

selected

ma"$ets.

) '.5A -"o"e

satisfied

custome"Ls

h)i)

#PP#T:$ITI"

S

a) Inc"ease

awa"eness

of 3featu"e, so

it will help

the

compan& to

"ab mo"e

ma"$et

sha"e.

b) /hould

focus on

"esea"ch Developme

nt, so can

chane the

taste of

consume"s

c) -an eplo"e

ew

Ca"$ets

d) Ca&

TH"+TS

a) -ompetitive

ma"$ets

b) ;"ice

sensitivecustome"s

c) Eovt

"eulations

which lead to

diiti@ation

of cable

which

inc"eases the

7ualit& of the

eistin

cablenetwo"$s

leadin to

completion

as it is

p"ovided at

economical

p"ice.

d) Technoloica

l ;"oblems

e) E"owin

competition

and lowe"

22


23/51

attempt to

t"ap

uno"anised

secto"

e) Ca&eplo"e the

Elobal

Ca"$ets

p"ofitabilit&

f) isin cost

of "aw

mate"ials

2.2 Best Practices of the Co(pany

i. 4= :lt"a ! T! J -ompan& int"oduces 4= which delive"s 4 times the pictu"e

"esolution of 1080piels.

ii. Co"e than 500A -hannels at Fow ;"ice

iii. Int"oduce 3 /ement

iv. It uses C;E J 4 +/


24/51

CH+PT"0'D+T+ C#@@"CTI#$ F P"S"$T+TI#$

2;


25/51

+. D+T+ C#@@"CTI#$

&.' Data Co!!(tion T(hni)us

The data were collected by followin$ two ethods L

1" :y Muestionnaire survey

2" :y Tele&hone Interview

Sa#*! Si+

The sa&le si(e of the res&ondents was taken as 12="

,i!d -or

The 6eldwork was conducted in diGerent coercial areas of District Fha(iabad,

A>est" Inforation $athered fro res&ondents, Dealers, Distributers, and

8etailers"

Sa#*!in/ Units

This cobines e&loyees of the or$anisation and other res&ondents in the

arket who are business associates of :harat :usiness Channel td .ideocon

d2h4" The business associates are retailers, whole sellers, stockiest and few

others fro diGerent coercial areas of district Fha(iabad"

#s su$$ested by the co&any, the followin$ few se$ents were contacted L

1" 7obile ! accessories sho&s

2" #irtie 8echar$e outlets

3" Co&uter ! DT@ services sho&s

;" 0lectronic -ho&s

25


26/51

5" 0lectrical -ho&s

H" 0lectronic ite 8e&air ! 7aintenance -ho&s

It was instructed by the co&any not to ention co&anys nae in the arket

and 6nd out inforation on followin$ L

14 'ae of outlet

24 'ae of owner

34 #ddress

;4 'ature of :usiness

54 Ty&e of outletL DistributorK 8etail

H4 Muantity sold in a 7onth

4 :rand Ia$e

%4 #fter -ales -ervice

'. Data Co!!ected fro( 1ar5etin& Depart(ent

6o" an& o"ani@ation ma"$etin depa"tment is bac$bone of the o"ani@ation. Its oal is toatt"act people towa"ds o"ani@ation usin p"omotional techni7ues such as adve"tisin, sales

p"omotion, publicit&, public "elations and "andin. In most la"e co"po"ations, the ma"$etin

depa"tment is st"uctu"ed in a simila" fashion to the sales depa"tment and the manae"s of

these teams must coo"dinate effo"ts in o"de" to d"ive p"ofits and business success. "ivin

mo"e custome"s Bth"ouh the doo"B ives the sales depa"tment a bette" chance b& "atio

of sellin thei" p"oduct to the consume"

ist"ibution is one of the 4 aspects of ma"$etin. dist"ibuto" is the middle man between the

manufactu"e" and "etaile". fte" a p"oduct is manufactu"ed it is t&picall& shipped (and usuall&

sold) to a dist"ibuto". The dist"ibuto" then sells the p"oduct to "etaile"s o" custome"s. The

ma"$etin mi is the combination of ma"$etin activities that an o"ani@ation enaes in so

as to best meet the needs of its ta"eted ma"$et. The T! Indust"& deals in sellin se"vices.

The ma"$etin mi includes sub


27/51

Product)

;"oduct of +ideocon d#h a"e as follows

3i6 Di&ita! Set Top Bo/

This set has "eat featu"e li$e multilinual, mosaic, p"eview sc"een. This p"oduct is available at s

1'#0 in ma"$et fo" custome".

3ii6 HD Di&ita! Set Top Bo/

This set top bo is havin facilities such as adio 6"e7uenc& emote, ewindR fo"wa"d, pause live tv,

Ca"$


28/51

Pricin&)

In the T! business the p"icin decisions a"e conce"ned with

i) The subsc"iption mone& cha"ed aainst the plan.

ii) -ommission cha"es paid to eale" and // (sales D se"vice deale").

9ith a view of influencin the ta"et ma"$et o" p"ospects the fo"mulation of p"icin st"ate& becomes

sinificant. In a developin count"& li$e India whe"e the disposable income in the hands of p"ospects

is low. The st"ateies ma& be hih o" low. p"icin $eepin in view the level o" standa"d of custome"s

o" the subsc"ibe". The p"icin in T! indust"& is in the fo"m of monthl& subsc"iption cha"es.

0!a(

The +ideocon d#h have ope"ation in all ove" India and has ove" 40 b"anches which help in

inc"easin thei" custome" base. The& have divided pan India in 5 >ones (ast, 9est, o"th,

/outh and -ent"al).

+ideocon d#h has b"anches in all state capital cove"in each and eve"& dist"icts of the state

f"om the"e. +ideocon d#h compan& also unde"stand the impo"tance of penet"ation in "u"al

ma"$et. /o, the& a"e focusin un t"apped ma"$et with the help of 9holesale", etaile", //.

Peop!e)

:nde"standin the custome" bette" allows in desinin app"op"iate p"oducts. ein a se"vice indust"&

which involves a hih level of people inte"action, it is ve"& impo"tant to use this "esou"ce efficientl& in

o"de" to satisf& custome"s. T"ainin, development and st"on "elationships with inte"media"ies a"e

the $e& a"eas to be $ept unde" conside"ation. T"ainin the emplo&ees, use of IT fo" efficienc&, bothat the staff and eale"sR/ales D/e"vice eale" level, is one of the impo"tant a"eas to loo$ into.

+ideocon d#h has c"eated va"ious ;ac$ wise subsc"iption p"oducts which have been tailo"ed

acco"din to the needs of the custome"s. +ideocon d#h has ove" hund"eds of sales pe"sonnel who a"e

t"ained efficientl& to b"ide in the ap between the custome"s and the compan&.

2%


29/51

The -ompan& ope"ates th"ouh ist"ibuto"s D i"ect eale"s which is shown below in fiu"e

i&ure '.) Channe! 1ana&e(ent

Process)

T! Indust"& is a custome" f"iendl& p"ocess. The speed and accu"ac& of pa&ment is of "eat

impo"tance. The p"ocessin method is eas& and convenient to the custome"s. Conthl& and Nea"l&

subsc"iption schemes have been st"eamlined to cate" to the eve" "ow. The followin p"ocess a"e bein

followed

i) Brandin&)The "andin team is "esponsible fo" developin a consistent health& b"and

identit&. It is also "esponsible fo" the compan& a"t collection, and ete"nal events in which wemust have a st"on b"and p"esence.

ii) Interna! Co((unications)Inte"nal communications a"e ta"eted at manaement di"ectl&,

and also at emplo&ees th"ouh the "eional and local media. The Inte"nal -ommunication

team ives the feedbac$ to the oa"d and top manaement about compan&Ls p"esent stand in

the ma"$et. Cessaes f"om the Canaement oa"d, inte"nal newslette"s, the int"anet, and $e&

st"ate& communications a"e all pa"t of the "esponsibilit& of this team. -onsistent messain

and inte"nal suppo"t a"e $e& elements.

iii) "/terna! Co((unications)te"nal -ommunications team is "esponsible fo" the +ideocon

d#h imae buildin st"ate& to position the compan& in the ma"$et. te"nal -ommunications

29

C#1P+$G

Distri-utor Direct Dea!er

Dea!er Sa!es F Service

Dea!er


30/51

advises the Canaement oa"d on public appea"ances, and is "esponsible fo" the Canaement

oa"dLs ete"nal a"ticles, speeches and p"esentations..

iv) Pu-!ic and %overn(ent +ffairs The ;ublic and Eove"nment ffai"s teamLs main tas$ is to

p"oactivel& identif&, monito" and, in close coope"ation with $e& depa"tments, follow up on

polic& decisions. ?n behalf of the compan& and its sta$eholde"s, the team add"esses ma*o"

issues and developments stemmin f"om Eove"nment, ;a"liament, indust"& o"ani@ations.

-losel& lin$ed to this is the tas$ of info"min and influencin polic&ma$e"s to ensu"e that

p"io"ities and inte"ests a"e p"ope"l& conside"ed, and enhancin leade"ship enaement with

"elevant pa"ties and $e& opinion fo"me"s in va"ious cities.

v) Sustaina-i!ity)This team is "esponsible fo" outlinin the st"ate& of the compan& on

sustainabilit& and "eputation manaement. The& wo"$ with the business lines to enhance

unde"standin and inte"ation of the social, envi"onmental and ethical elements we all must

ta$e into account when doin business. /ta$eholde" enaement and sustainabilit& "epo"tin

a"e also pa"t of thei" "esponsibilities.

'. Sa!es Pro(otiona! Strate&ies of the Co(pany

The T! se"vice depend on effective p"omotional measu"es. In a count"& li$e India, the "ate of

illite"ac& is ve"& hih and the "u"al econom& has dominance in the national econom&. It is essential

to have both pe"sonal and impe"sonal p"omotion st"ateies.

In ;"omotin T! business, the eale" nd // pla& an impo"tant "ole. ue attention should be

iven in selectin the p"omotional tools fo" eale" and // and even fo" the b"anch manae"s and

f"ont line staff. The& also have to be iven p"ope" t"ainin in o"de" to c"eate impulse

bu&in. dve"tisin and ;ublicit&, o"ani@ation of confe"ences and semina"s, incentive to

polic&holde"s a"e impe"sonal communication. ""anin hibitions, pa"ticipation in fai"s and

festivals, "u"al wall paintins and publicit& d"ive th"ouh the mobile publicit& van units would be

effective in c"eatin the impulse bu&in and the "u"al p"ospects would be easil& t"ansfo"med into

actual polic&holde"s.

The ;"omotion ;olicies adopted b& +ideocon d#h "e

3=


31/51

TF< bove The Fine

In this polic& compan& p"omote thei" p"oduct th"ouh T+ adve"tisement, !oodin, b& conductin

I66 wa"d o" ;u"chasin I;F Team etc.

+ideocon d#h has also adopted va"ious p"omotional st"ateies li$e

-omme"cial ds

;"int ds

vents

;e"sonnel sellin

9o"d of mouth (oo" to oo")

In /hop "andin

E/ (Elow /in oa"d)

+ideocon d#h has made intellient moves to captu"e the "u"al ma"$et which has lot of potential

and p"omise in the futu"e. ;"omotional st"ateies a"e ve"& impo"tant fo" an& intanible p"oduct

especiall& li$e life insu"ance and financial savins whe"e people should be iven complete

education about such p"oducts because of which all insu"ance companies ta$e due ca"e while

fo"muli@in thei" p"omotional st"ateies.

'.2 Custo(er e!ationship 1ana&e(ent

-ompan& follows man& wa&s and st"ateies to "etain thei" custome" and to build a ood "elation

between custome" and the compan& th"ouh followin means

o!e of e!ationship 1ana&er

elationship manae" eplains the facilities p"ovided and ta$e note to the clientLs additional needs

which can also be fulfilled b& thei" se"vices. If the client is convinced the lead conve"ts in the

custome" fo"m

31


32/51

Corporate Ban5in&

elationship manae" anal&ses the "e7ui"ements of the custome" and p"ovide the best suited p"oduct.

elationship manae" eplains the va"ious investment options available in the ma"$et and ive the

custome" the oppo"tunit& to select the option, which is suitable to him.

Portfo!io 1ana&e(ent

If the custome" has invested then the "ole of the manae" is to desin his po"tfolio $eepin in mind the

"is$ and "etu"n facto"s. ;o"tfolio manae" p"ovide these custome" the "e7uisite info"mation about the

investment oppo"tunities available in the ma"$et acco"din to the p"ofile of the custome".

Pro-!e( So!vin&

;"oblem solvin is done b& two means

1. /- (i"ect /e"vice -ente")

#. I/; (Installation /e"vice ;"ovide")

'.2 Ta/ Depart(ent

The Ta depa"tment is "esponsible fo" optimi@in the ta position of ha"at usiness -hannel

Ftd (+ideocon d#h). The main tas$s a"e to assist manaement within the national "eions and

usiness :nits with thei" ta issues. 9he"e necessa"&, the Ta depa"tment will

d"aft and implement policies and p"ocedu"es, such as p"oduct app"oval p"ocedu"es and

t"ansfe" p"icin policies. In addition, Ta also pe"fo"ms an ove"seein "ole fo" the financial

depa"tments, ensu"in that all ta obliations a"e ade7uatel& "eflected in all financial

statements.

'.' Data Co!!ected fro( Hu(an esources Depart(ent 3HD6

! is "esponsible fo" the set up of the o"ani@ation which is efficient, p"amatic and

ismeetin the standa"ds of T! indust"& competito"s in the ma"$et. ! has the ambition to

establish best


33/51

Cain activities of ! a"e

i) ;lannin, selection and "ec"uitment of people fo" the compan&

ii) Canaement of compan&Ls pe"sonnel

iii) /ettin of ! ;olic& fo" the compan&

iv) Eove"nance, coo"dination and consolidation

v) esinin and implementin eecutive "ewa"ds

The chief att"ibutes of +ideocon d#h loo$s out fo" in a candidate

a) +ideocon d#h loo$ out fo" a candidate who values Inte"it&

b) !as a @eal fo" cellence

c) Is focused on esults

d) Is /elf d"iven and nthusiastic

e) Is a ood Fea"ne" and Team ;la&e"

f) Is dedicated to -ustome" /atisfaction

'.' +vai!a-!e 1anpo4er of the Co(pany

The compan& has followin cateo"& of emplo&ee to "un thei" ope"ation in :;


34/51

/ales depa"tment

vailable emplo&ee in 6inance

depa"tment

0

vailable emplo&ee in !depa"tment

1 0

vailable emplo&ee in IT

depa"tment

# 0

vailable people fo"

miscellaneous wo"$

4 #

Ta-!e '. +vai!a-!e cate&ory of e(p!oyee

'.'2 ecruit(ent Po!icy of the Co(pany

The -ompan& "ec"uits people eithe" b& ivin an adve"tisement in the ews pape" o" th"ouh

;lacement -onsultant and b& efe"ence Cethod and sometime b& conductin -ampus inte"view in

diffe"ent institutes.

The main att"ibutes the compan& loo$s fo" in a candidate a"e as follows

?ne who values inte"it&

?ne who has a @eal fo" ecellence

?ne who is focused on "esults

?ne who is self d"iven and enthusiastic

3;


35/51

?ne who is a ood lea"ne" and team pla&e"

?ne who is dedicated to custome" satisfaction

'.'' Trainin& and Deve!op(ent

The compan& "uns specific t"ainin p"o"am fo" thei" emplo&ees to develop pa"ticula" s$ill that is

essential fo" the bette" unde"standin of the *ob and effective application of his s$ill fo" the successful

ope"ation and "owth of the compan&. ach new emplo&ee is placed on some o"ientation p"o"am fo"

lea"nin the diffe"ent activities of the T! compan&. fte" completion of t"ainin pe"son "ec"uits as

"ea !ead. The T"ainin p"o"am is cent"all& o"ani@ed b& the compan& fo" the emplo&ees nominated

b& all othe" b"anches of the compan&.

'.'7 Perfor(ance appraisa! syste(

self


36/51

b) ;"ovide an effective cont"ibution to ha"at usiness -hannel Ftd (+ideocon d#h) st"ate&

with "espect to the inte"it& of the business, stable "owth and health& p"ofitabilit&S and,

c) Citiate financial o" "eputation eposu"e and leal "is$, as defined in the ha"at usiness

-hannel Ftd (+ideocon d#h) Feal -ha"te", that ma& "esult f"om non


37/51

amples of positions a"e

1. Insu"ance is$ ?ffice"

#. ctua"&

3. /olvenc& II /pecialist

4. Codel +alidation /pecialist

5. Investment is$ nal&st

'.7 Data co!!ected fro( IT Depart(ent

In a wo"ld whe"e technolo& is fast evolvin, it is impe"ative to include a technoloical ede in

business to pe"fo"m bette". !ence, ha"at usiness -hannel Ftd (+ideocon d#h) continues to ha"ness

technolo& to imp"ove efficienc&, inc"ease p"oductivit& and c"eate a distinct competitive advantae.

The ;"o"amme aims to stee" the -ompan& ahead of competition b& p"ovidin custome"


38/51

) :nified custome" database usable b& all applications

10) /inle w"iteRvalidate, multi


39/51

D+T+ +$+@GSIS +$D

I$T"P"T+TI#$

7.. The particu!ar Brand preferred -y respondents is &iven

in Ta-!e 7..

Sr.

o.

Brand

3*tions

o. of

Rs*ondnts

*rfr th 4rand

0r(nta/

5

1" .ideocon d2h ;= 33N

2" Tata -ky 35 29N

3" #irtel 2= 1N

;" Dish Tv 22 1%N

5" thers 3 3N

T3TA" 12' 1''5

Table ;"1L :rand &tion referrence

39


40/51

ie chart ;"1L :rand &tion

33N

29N

1N

1%N

3N

Brand 3*tion 4y Rs*ondnts

AA"YSIS

ut of total res&ondents, aiu i"e" 33N res&ondents think .ideocon d2h is

ore a$$ressive in arket while 29N of res&ondents think that it is T#T# -?J"

6.2. Consu#r A7arnss a4out DTH Sr8i(

Sr.

o.

Brand

3*tions

o. of

Rs*ondnts

a7ar a4out DTH

sr8i(

0r(nta/

5

1" .ideocon d2h 2% 23N

2" Tata -ky 25 21N

;=


41/51

3" #irtel 15 13N

;" Dish Tv 2= 1N

5" thers 32 2HN

T3TA" 12' 1''5

Table ;"2L Consuer #wareness

;1


42/51

2%O 23N

25O 21N

15O 13N

2=O 1N

32O 2N

Consu#r A7arnss

0i (hart 6.2 Consu#r A7arnss

AA"YSIS

;2


43/51

#on$ all the services, a)ority of the res&ondents feel that ocal services is

ost &o&ular as co&ared to any other service &rovider" #fter That Two nae

are &o&ular in arket P these are Tata -ky and .ideocon d2h" These two

co&anies are akin$ their brand ia$e by &rootin$ and advertisin$ their

brand in the arket"

6.& Brand I#a/ a#on/ th rs*ondnts

Sr.

o.

Brand o. of

Rs*ondnts f!

for *o*u!arity of

th 4rand

0r(nta/

5

1" .ideocon d2h 3= 25N

2" Tata -ky ;5 3%N

3" #irtel 15 13N

;" Dish Tv 25 21N

5" thers 5 ;N

T3TA" 12' 1''5

Ta-!e 7.') Brand I(a&e of Product

;3


44/51

3=O 25N

;5O 3%N

15O 13N

25O 21N

5O ;N

Brand I#a/

Pie chart 7.') Brand I(a&e

AA"YSIS

It a&&ears fro the &ie chart ;"3 that Tata -ky and .ideocon d2h are the ost

favourable brand in the arket"

;;


45/51

4.4 fte" /ales se"vice of -ompan&.

The *ollowin$ Table shows that 33N res&ondents are uite satis6ed as far as

after sales services of the co&any is concerned"

Sr.

o.

Brand

3*tions

o. of

Rs*ondnts

satis9d 7ith

aftr sa!s

sr8i(s

0r(nta/

5

1" .ideocon d2h ;= 33N

2" Tata -ky 35 29N

3" #irtel 13 11N

;" Dish Tv 1 1;N

5" thers 15 13N

T3TA" 12' 1''5

Ta-!e 7.7) +fter Sa!es Service

;5


46/51

;=O 33N

35O 29N

13O 11N

1O 1;N

15O 13N

Aftr Sa!s Sr8i(

i&ure 7.7) +fter Sa!es Service

AA"YSIS

eo&le consider .ideocon d2h and Tata -ky as reliable co&anies because of

their

roduct, :rand nae, and revious e&erience" @owever, Their after sale service

a&&ear to be arked as oor L1, #vera$e L 2, FoodA 3, 0cellentA;"

'.9 #ut!et 1erchandisin& in (ar5et

Sr.

o.

Brand

3*tions

o.3f

Rs*ondnts

0r(nta/

5

1" .ideocon d2h 3= 25N

2" Tata -ky 5= ;2N

3" #irtel 15 13N

;" Dish Tv 2= 1HN

5" thers 5 ;N

T3TA" 12' 1''5

Table ;"5L utlet 7erchandisin$

;H


47/51

3=O 25N

5=O ;2N15O 13N

2=O 1N

5O ;N

3ut!t Mr(handisin/

ie Chart ;"5L utlet 7erchandisin$

AA"YSIS

In utlet 7erchandisin$ Tata sky is &ayin$ hu$e aount on advertisin$ and In

sho& :randin$ to &roote the &roduct" #fter that .ideocon d2h is on -econd

&ositionin$ for &rootin$"

;


48/51

CH+PT" > 9

Su((ary F Conc!usions

;%


49/51

6.1. ,IDI:S ; RESU"TS

The researcher has $athered inforation fro diGerent sources such as Dealers

and Distributers, 8etail outlets, and others and furnish these as under L

6.11 RETAI"ERS

B!if

8etailers contribute to the a)or &ortion of any arket" Therefore, retailers are

$ood &ros&ects for $enerate business volue" 8etailers are uite busy with their

custoers and other related work"

,a(ts

Thou$h soe beliefs are found correct but observation show other side of the

curtain i"e"

i" They sell &roduct as &er the deand of custoer if :rand is available with

the"ii" 8etailers $ive su


50/51

,a(ts

i" >hole sellers are not ready when we a&&roached s&ontaneously to

&rovide soe inforation"

ii" They &rovide su


51/51

i. Media Advertising -T.+ -hannels, adio /tations, Inte"net pop

project on videocon d2h

Documents