2167

SUBMITTED TO
B.W.TI.BA- HKBBA
ASHARM ROAD
AHMEDABAD
SUBMITTED BY
REENA .P RAJ
S.Y.B.B.A
ROLL NO-2167
2008-2009
1
s
Preface
Management is a field in which we can never applied but
practical knowledge must be there at present economic
scenario. Management style has been changing day-by-day.
Without depending upon as proper ideas of business or
management. Practical studies become compulsory especially
for the student of management.
As a student of second year B .B. A., it is essential that

we should be aware of this thing for purpose of accurate
understanding concerned with co-operative. So this purpose
our college BRAMACHARI WADI TRUST
INSTITUTION OF BUSINESS ADMINISTRATION-
HK.B.B.A. Has recognized the marketing visit.
2
ACKNOWLEDGEMENT
I am heartly grateful and thankful to the Director Prof.Shilpa

Trivedi, of my institute BRAMACHARI WADI TRUST
INSTITUTION OF BUSINESS ADMINISTRATION-
HK.B.B.A. Who had arranged the marketing visit &Training
without any difficulty or problem.
I am also thankful to Prof. Mr. BHAUMIK NAYAK for their

constant support and invaluable guidance benefited me
immensely right through the project.
At last but not least I also want to thank and express deep
gratitude towards the Management and Staff of
DOORDASHAN. for providing us all the information about the
working of their Unit, Technology, process of the SERVICE and
their marketing.
I am very much thankful to all the people who helped me for the
completion of this Project Report.
3
Contents
No. Particular Page no.
1  INTRODUCTION TO COMPANY
A) HISTORY 5
B) BOARD OF DIRECTORS 6
c)MISSON 7
E)REGISTERWD OFFICE 8
F) PRODUCTION PROCESS 10
G)ACHVEMENTS 11
15
2  INTRODUCTION TO TELEVISION INDUSTRY
16
 17
18
D) GOVERNMENT RULES
19
3  INTRODUCTION TO SERVICE MARKETING 20
A) MEANING 21
B) FEATURES 22
C) SERVICE MARKETING MIX 23
D) INTRODUCTION OF DOORDASHAN
24
4  SEGMENTATION, TARGETING & POSITIONING 26
A) SEGMENTATION 27
B) TARGETING
C) POSITIONING 29
31
5  SERVICE PRODUCT CONCEPT 32
A) PROGRAMME LIST 33
35
6  PRICING 37
A) FACTOR AFFECTING PRICING 38
4
B) PRICING STRATEGY
C) PRICE RATE
7  PLACE
A) LOCATION
B) COVERAGE
C) CHANNEL LEVEL
8  PROMOTION
9  PEOPLE
A) TYPES OF PEOPLE
10  PROCESS
A) SERVICE DELIVERY PROCESS
11  PHYSICAL AVIDENCE
12  SWOT ANALYSIS
13  COCLUSION
14  BIBLOGRAPHY
5
CHAPTER: 1
HISTORY
Doordarshan,sometimes DoorDarshan ( literally means
Television) is the public television broadcaster of India
and a division of Prasar Bharati, a public service
broadcaster nominated by the Government of India. It is
one of the largest broadcasting organizations in the world
in terms of the infrastructure of studios and transmitters.
Recently it has also started Digital Terrestrial
Transmitters.
BEGINNING
Doordarshan had a modest beginning with the
experimental telecast starting in Delhi in September 1959
with a small transmitter and a makeshift studio. The
regular daily transmission started in 1965 as a part of All
India Radio. The television service was extended to
Mumbai (then Bombay) and Amritsar in 1972. Till 1975,
seven Indian cities had television service and Doordarshan
remained the only television channel in India. Television
services were separated from radio in 1976. Each office of
All India Radio and Doordarshan were placed under the
management of two separate Director Generals in New
Delhi. Finally Doordarshan as a National Broadcaster
came into existence.
6
GOING NATIONAL
National programme was introduced in 1982. In the same
year, colors TV was introduced in the Indian market with
the live telecast of the Independence Day speech by then
prime minister Indira Gandhi on 15 August 1982,
followed by the 1982 Asian Games being held in Delhi.
The 80s was the era of Doordarshan with soaps like Hum
Log (1984), Buniyaad (1986-87), comedy shows like Yeh
Jo Hai Zindagi (1984) and mythological dramas like
Ramayan (1987-88) and Mahabharat (1988-89) glued
millions to Doordarshan. Other popular programs
included Hindi film songs based programs like Chitrahaar
and Rangoli and crime thrillers like Karamchand (starring
Pankaj Kapoor), Byomkesh Bakshi (starring Rajit kapur)
and Janki Jasoos.
Now more than 90 percent of the Indian population can
receive Doordarshan (DD National) programmes through
a network of nearly 1400 terrestrial transmitters and about
46 Doordarshan studios produce TV programs today
CHANNELS
Presently, Doordarshan operates 19 channels – two All
India channels, 11 Regional languages Satellite Channels
(RLSC), four State Networks (SN), an International
channel, a Sports Channel and two channels (DD-RS &
DD-LS) for live broadcast of parliamentary proceedings.
On DD National, Regional programmes and Local
Programmes are carried on time-sharing basis. DD-News
channel, launched on 3 November 2003, which replaced
the DD-Metro Entertainment channel, provides 24-Hour
7
news service. The Regional Languages Satellite channels
have two components – The Regional service for the
particular state relayed by all terrestrial transmitters in the
state and additional
programmes in the Regional Language in prime time and
non-prime time available only through cable operators.
Sports Channel is exclusively devoted to the broadcasting
of sporting events of national and international
importance. This is the only Sports Channels which
telecasts rural sports like Kho-Kho, Kabbadi etc.
something which private broadcasters will not attempt to
telecast as it will not attract any revenues.
ACTIVE DOORDARSHAN
It is an Interactive Service of Tata Sky to show 4 TV
Channels of Doordarshan which are not available at Tata
sky as normal Channel. Active Doordarshan channels are
Rajyasabha TV, Gyan Darshan, DD Urdu and DD Bharati
CRITICISM
Doordarshan is often criticized for low quality of
programs and sometimes even poor telecast and
presentation quality. Additionally, since it is not a profit
and loss enterprise like private channels STAR Plus, Zee
8
TV or Sony TV, it does not have the requisite push for
better programming. Despite being heavily funded and
protected by the government, many critics have pointed
that it continues to post losses regularly and has failed to
deliver either quality educational programmes or
entertainment programs. The media have regularly
criticized the channel for telecasting one too many ads in
cricket matches often showing only 5 of the 6 balls of an
over and even doubled the time between two overs for
commercial slots to make extra money One cricket
magazine described Doordarshan's live telecast as a
"horror show".Supporters argue that it has a greater
responsibility towards the nation, such as emergency
services, important government announcements and
public broadcasts; entertainment comes a distant second
priority. However many contradict this stating that
Doordarshan is more interested only in cricket matches
and has abdicated its so called "responsibilities" in favour
of monetary gains,and political dealings.
9
INTERNATIONAL BROADCASTING
DD-India is being broadcasted internationally through
Satellite. It is available in 146 countries worldwide;
however the information on picking up this channel in
other countries is not easily available. In the UK, DD-
India is available through the Eurobird Satellite on the
Sky system on Channel 833 (the logo is shown as Rayat
TV). The timing and programming of DD-India
international is different from that of India
10
\DD-Gujarati is the Gujarati language channel of India's national broadcaster,
Doordarshan. It is broadcast out of studios at Doordarshan Kendra (Center) in
Ahmedabad in Gujarat State.
Doordarshan Kendra, Ahmedabad was set up on March 15, 1976,

as a part of the SITE Project of ISRO and the 1 KW transmitter
was based in PIJ, Kheda District. The studio used to function
from the ISRO, Ahmedabad premises, while the administrative
office was located in the Polytechnic compound in Ahmedabad.
Few years later, a plot of land was identified and a Low Power
LPT was set up in Ahmedabad at Thaltej Tekra on November 19,
1993. The studio was commissioned on October 2, 1987 while
the regional language uplinking was started on December 30,
1992. DD Metro channel was set up on May 1, 1994 while the
SRLS on October 1, 1993.
11
BOARD OF DIRECTOR
12
DIRECTOR GENERAL
Ms. Noreen Naqvi
ENGINEER-IN-CHIEF
D Ray
DIRECTOR GENERAL (NEWS)

(Vacant)
ADDITIONAL DIRECTOR GENERAL

(ADMINISTRATION & FINANCE)
13
MUKESH KUMAR SHARMA
DEPUTY DIRECTOR GENERAL (FINANCE)
Ms. Anupama Anand, IRS (Income Tax)
DEPUTY DIRECTOR GENERAL
(ADMINISTRATION)
Rita Kumar
ADDITIONAL DIRECTOR GENERAL

(NEWS & CURRENT AFFAIRS)
Ms. Arvind M. Singh
DEPUTY DIRECTORS GENERAL

(PROGRAMME)
L D Mandloi
Ashok Jailkhani
R Venkateswarlu
CHIEF ENGINEERS
L. V. Sharma
R.R. Prasad
14
I/c DEPUTY DIRECTORS GENERAL
(PROGRAMME)
F. Sheheryar
Basharat Ahmed
Neelima Harjal
I/c CHIEF ENGINEERS

V.K. Choudhary
S.R. Chauhan
DIRECTOR (COMMERCIAL & SALES)

Dhiranjan Malvey
DIRECTORS (PROGRAMME)
Ramakant Sharma
Ms. Kamalini Dutt
Ms. Usha Bhasin
Vinod Kapoor
E. S. Issac
Ms. Ananya Banerjee
Rajshekhar Vyas
15
Dr. Ashok Tripathi
Daljeet Singh
Ms. Ved M. Rao
Ms. Sita Nanda
Sh. B. Chakrabarty
Sh. Y.S. Ramavat
DIRECTORS (ENGINEERING)
J.P. Singh
R. Srivastava
H. K. Wadhwa
S. K. Sharma
A.K. Kuthiala
R.K. Jain
C.B.S.Maurya
Ajaya Gupta
Ravi Kumar
K. Subramanian
R.C. Bhatnagar
JOINT DIRECTOR (AUDIENCE RESEARCH)

Thakur Hansda
DEPUTY DIRECTOR (PUBLIC RELATIONS)

Ms. Surat Mishra
16
Broadcast
Type television
network
Country India
Availability National
by Govt. of
Founded
India
Owner Prasar Bharati
Ministry of
Information
Key people
and
Broadcasting
Launch date 1959
All India
Former names
Radio
ABOUT MISSION AND VISION
17
With its vision of Satyam, Shivam and Sunderam,
Doordarshan has a mission to reach every person with
reliable news, balanced views, innovative educational
programmes and wholesome entertainment. The Jaipur
Kendra seeks to project the life and literature, art and
culture of Rajasthan in its variegated forms. It strives not
just to portray the resplendent past and the momentous
present but to redesign a humane future.
Doordarshan promotes discussion and dialogue to foster

understanding and goodwill among all sections of society.
It endeavors to inculcate scientific temper among the
people. It attempts social reconstruction by waging a war
The first television programme was viewed by the people of

Rajasthan on 1st August 1975 under the Satellite Instructional
Television Experiment in the districts of Kota, Sawai
Madhopur and Jaipur. Special educational programmes were
then produced at Delhi.
On 1st March 1977, Upgrah Doordarshan Kendra (UDK) was

set up at Delhi. The programmes produced at UDK for Jaipur
were relayed. On 1st June 1987, Jaipur Doordarshan Kendra
was set up at Jhalana Doongri and transmission started on 6th
July 1987. Initially the Kendra produced only 30 minutes of
programming and this was gradually increased to about 4
hours. From 2nd Oct. 1993, the LPT’S located at Ajmer,
Udaipur, Jodhpur and Bikaner and HPT at Bundi were
18
connected with DDK Jaipur via satellite. Doordarshan
introduced commercial service at Jaipur Kendra on 11/12/93.
PRESENT STATUS: Doordarshan Jaipur is the only

Programme Production Center in Rajasthan. The studios are
housed at Jhalana Doongri, Jaipur and the transmitter is
located at the Nahargarh Fort. As per the census figures of
2001, the channel covers 79% by population and 72% by area
of Rajasthan. On 1/5/95 telecast of DD-2 programmes
commenced from Jaipur using a 100W LPT. Now DD-2
converted as DD News is being telecast from a 10 KW HPT
set up in 2000. The reach of the News channel is 11% by area
and 32% by population. There are 74.85% TV and 35.83 %
Cable homes in Urban Rajasthan and 25.69% TV, 7% Cable
homes in Rural Rajasthan (NRS-2002).
Presently this Kendra originates over four hours of daily

programming (25 hrs and 30 minutes weekly) in Hindi and
Rajasthani. Programmes are also telecast in Sindhi, Urdu,
English and Sanskrit. This Kendra originates two news
bulletins daily one in Hindi and one in Rajasthani and feeds
important stories for the national bulletins including regular
contribution in Rajyon Se Samachar at 1740 hrs daily on DD
News. Major sports events are covered for national telecast in
live /recorded mode. Programme contributions are also sent
for national telecast. Programme sourcing is in-house and
sponsored.
DRIVING ROAD,
19
REGESTERED OFFICE
DOORDARSHAN KENDRA,
THALTEJ,
AHEMDABAD. 380054
P. NO 07926853702
Ek Dalna Pankhi
Timings : Mon - Fri : 2130 - 2200 Synopsis Photo Gallery
Tim
ings : Mon - Thu : 2237 - 2300 Synopsis Photo Gallery
Suhasini
Maara Sajanji
Timings : Mon - Wed : 2030 – 2100 Synopsis Photo Gallery
20
Movie
Movie
ASTITVA CORPORATE
Tabu, Sachin Khedekar, Mohnish Bahl
and Namrata Shirokhar
Saturday, the 24th January, 2009 at Rajat Kapoor, Raj Babbar and Bipasha
9.30 P.M Basu and Manisha Lamba
National Network Friday, the 23rd January, 2009 at 9.30
P.M.
National Network on DD-l
PRODUCT CATEGORY
Serial
Music Comedy
National KABHI SAAS KALPANA

Programme KABHI
of Music BAHU Monday
Saturday at 8.30 AM on DD National Wednesdays at 9.00 P.M. at 9.00 p.m.
Doordarshan Telecast the National on DD 1 DD National
program of Music in different
categories Serial
Daily Soap
Dance KHATAM PEHCHAAN
HONE SE
PEHLE Monday to Friday
Monday to Friday 2.30 P.M.
21
12.00 Noon on DD-1
National on DD National (DD-1)
Programme Drama
of Dance Sport
RAGHUKUL
Thursday 11.30 P.M. on DD National
(DD-1) REET SADA
Doordarshan Telecast the National CHALI AAYI
program of Dance in different
categories of Indian classics Every Thursday and Friday
8.30 P.M.
National Channel (DD-1)
Serial on The National Channel
(DD-1) and The DD Sports DTH
Channel
AYE DIL -E-
DD Direct
NADAAN Health
Plus
Monday to Friday
at 2.00 P.M. YOG
on DD-National VIGYAN
New Series Monday to Wednesday
7.30 A.M. on National Channel (DD-1)
Family
WILD
Doordarshan is telecasting a
ADVENTURES AIR
Special Programme titled
- HOSTESS
“Yog Vigyan”Produced by the
BALLOONING
Eminent Yoga Guru Ramdev
WITH BEDI Wednesday
from 1st September, 2008 9.30 PM
BROTHERS
Sunday DD National
11.00 AM
Transmitters
on DD-National
DD
Transmitters
Transmitters at various locations
22
PRODUCTION PROCESS
1. Recorder programme
STEP: 1 MAKEUP
Make up means it is a one kind of act in which we have got spot

light in the front of camera so, we have get good reflection effect
in the programme. Make up is a here it is not related to girls make
up. But here make up is a necessary to identify the artist.
According to skin tone we have used different types of makeup.

For making make up to another person they used layers.
STEP: 2 REHEARSALS
23
Rehearsal is very much important in television industry. With
help of rehearsal they have perform programme very good. If
rehearsal is not done by the artist than it create problems. But
some artist has not need more rehearsal.
STEP: 3 SHOOTING
In the shooting actor is a perform his performance and technician

manage this shooting inside the studio room. In the studio room
they have certain types of camera with the help of it technician
know person is where stand. In machine different colors, light are
there, so they know what happen actually.
They have talk back system so, both technician and actors both
are talk to each other at time of shooting.
They have used particular degree of light at the time of shooting.

In the night they have used blue light. Backlight is given for still
photography and vidiography. Light is a given according to
person. CCD camera in which need less amount of light. CCU is
control by 3 levels.
1. VIDIO
2. MONITER
3. TELECOUNTER
Sink and color brush both are necessary in shooting. If sink is

not then it creates error and we found dot, zezeria in TV and if
color brush is not their then picture look like black and white.
Here there are 3 cameras.
Camera 1 Color Bar

Camera 2 Line up
Camera 3 Line up
24
STEP: 4
After recording then programme they applying though inset 4B

satellite. The programme is applying in satellite and then
decoding. Then it is we have get in our in TV set.
2. Live programme
Live programme in which rehearsal is not there but in which they
are shooting first and then recoding it.
They have a satellite van for live programme. It is applying on

Satellite Decoding Final programme
The van is used like mini Doordarshan.
PROCESS CHART
ARTIST MAKEUP
STUDIO
REHEALSAL
25
VIDIO
T.R.RECODER
AWORD & ACHIEVMENT :

SHRI MAHESHWARI ELECTED VICE CHAIRPERSON OF THE LEGAL
COMMITTEE OF THE ICAO
Shri R.K. Maheshwari, Director (Regulations and Information)

of the Directorate General of Civil Aviation was unanimously
elected as the 2nd Vice Chairperson of the Legal Committee of the
International Civil Aviation Organisation (ICAO) during the
meeting of the Committee held in Montreal last week. The Legal
Committee is an important arm of the ICAO dealing with various
aspects of aviation law at international level.
A PACKAGE OF SERVICES FOR WOMEN & CHILDREN TO REDUCE THE
INFANT AND MATERNAL MORTALITY RATE DEVELOPED BY THE
MINISTRY OF HEALTH & FAMILY WELFARE - DR. C.P.THAKUR
26
Union Minister of Health and Family Welfare, Dr. C.P.Thakur
as announced that his Ministry has developed a package of
services for women & children to reduce the infant and maternal
mortality rate. The package includes the Reproductive and Child
Health Programme and introduces steps for treating the major
health problems of women. The measures include improving the
quality and expanding the range of services at the community
health centres by utilising part-time services of the private
medical practitioners, gynaecologists and anaesthetists, besides
making adequate provisions for transportation of pregnant
women in those hospitals.
Inaugurating the Health 'Mela' at Mathura, the birth place of Lord

Krishna, on 17.9.2000, Dr. Thakur has informed that a national
technical committee has been set up in the Department of Family
Welfare to explore ways of reducing neo-natal mortality. This has
been done in view of the serious concern being expressed
regarding the infant mortality rate not coming down for the last
three years. Intensified pulse polio campaigns are starting from
19.9.2000 in the States of U.P., Bihar, West Bengal and Delhi
where the first round of polio immunisation will take place on
24th September.
The Minister has called upon the Chiefs of the Panchayati Raj
Institutions to keep vigil over the availability of doctors at the
Primary Health Centres to ensure the proper medical care to the
rural poor of their respective areas. He has also urged the
villagers to come forward voluntarily to accept the small family
norms.
Objectives of National Population Policy and Family Welfare

Programme could be made into reality only by providing better
health care facility at the doorsteps of the neglected poor of the
villages. Keeping this in view, his Ministry is organising Health
'Melas' for improving the quality of reproductive health services
27
in the States of U.P., M.P., Bihar, Rajasthan, Orissa and Assam.
The first of such Health 'Mela' being held at Mathura has been
extended by a day in view of the heavy turn out of the people for
the Health 'Mela' on the inaugural day. Hence, the Mela will
come to close on 20.9.2000.
The Health Minister, the Minister for Maternal and Child

Welfare, the Minister for Public Works Department, Minister of
State for Health of Uttar Pradesh Government, Members of
Parliament and the Principal Secretary to Health of the State
Government have also addressed the inaugural function. They
have urged the Centre to set up a TRAUMA Centre at Mathura to
serve the accident victims.
Specialists from AIIMS, Safdarjung Hospital and Ram Manohar

Lohia Hospital are camping there to help the State Health
Authorities to make the health mela a success.
DR. C.P.THAKUR URGES MR. BILL GATES TO SET UP A CENTRE OF

EXCELLENCE ON HEALTH CARE THROUGH INFORMATION
TECHNOLOGY IN INDIA
Union Minister of Health and Family Welfare, Dr. C.P.Thakur

has urged Mr. William (Bill) H. Gates, Chairman of Microsoft
Corporation Inc., Washington D.C. to set up a Centre of
Excellence in India focussing on Health Care through
Information Technology. In his letter addressed to Mr. Bill Gates
during his recent visit to India, Dr. C.P.Thakur has sought his
fullest cooperation in promoting health care facilities in India
with the help of information technology.
India has very strong built up in I.T. sector and hence I.T. can be
of immense health for providing better health care facilities even
to the remotest corners in the country with the application of
telemedicines.
28
India has rich tradition of its own systems of medicine like
Yoga, Naturopathy, Ayurveda, Siddha and Unani. Government is
making the best efforts to put entire knowledge on the web sites
so that maximum number of people in the world could reap the
benefits of Indian Systems of Medicines.
CHAPTER: 2
INTRODUCTION TO TELEVISION
ENTERTAINMENT INDUSTRY:
The Indian entertainment industry is a subject of national pride,

international interest and media hype. The entertainment industry
29
is a convergence of creativity and commerce. India and Chin
were celebrated for their abilities in entertainment right from the
eighteenth century. Entertainment in India was a powerful driver
of social transformation. Several powerful films focused on
burning social issues. The greatness of Indian entertainment lay
in its timelessness and traditional glory. The Indian media and
entertainment industry out-performed the economy in 2003 and it
grew at a rate of 17 percent in 2004 to approximately Rs 22,500
crore from Rs 19,200 crore in 2003. The growth in the Indian
entertainment industry is primarily driven by an increase in
television viewer ship and improved realizations from television
subscription and film exhibition.
India’s position in global entertainment industry

Although India has the largest depth and diversity in
entertainment today, but it is nowhere in terms of dollar values.
India has lost its pre-eminent position in the world of
entertainment. The global media and entertainment market is
worth a huge one trillion US dollars. USA makes up about half of
this market. USA also makes up a third to two-third of this
market in virtually every segment- from music, radio, television
distribution, amusement parks, newspaper publishing and books.
USA makes about 450 movies a year and earns $32 billion while
India makes 800 movies a year and earns only $0.5 billion. The
same stands true for the Indian music industry also. In television,
India has about 90 national channels which is more or less the
same number of channels that USA has. But the revenues earned
by Indian television industry is less than one-hundredth of that of
the US television industry. In aggregate terms, Indian
entertainment industry adds up to a meager $2 billion in
revenues. This is just 0.5 percent of that of USA and 0.2 percent
of that of the world. In short, the participation of Indian
entertainment in the trillion dollar global media and entertainment
industry is marginal at present. All this is undoubtedly due to the
huge difference in GDP of USA and India. India’s GDP is
30
estimated to grow from $500 billion to several trillion US dollars
and the entertainment industry in India has the potential to grow
100 times to $200 billion in 20 years.
Indian Television Industry:

The television industry in India, which is expected to take a lion’s
share in contribution to the total revenues of the media and
entertainment industry, has undergone a major transformation
over the last few years. From a single public service sector
broadcaster, television has grown into a thriving industry with
over 300 channels being beamed across India. With
approximately 8.5 crore television households, India is the third
highestmarket in the world, behind China and USA. The Indian
television industry’s subscription revenues from distribution,
television and cable advertising and software exports accounted
for 63 percent, 33 percent and 4 percent respectively of the total
television revenues in 2003. Revenues from television are
expected to grow at a CAGR of 17 percent over the next 5 years
to Rs 28,852 crore approximately by 2008.
31
Indian Movie Industry:
The Indian movie industry is the most popular source of
entertainment contributing about 23 percent to the Rs 19,200
crore entertainment pie. Industry players are recognizing the need
for improvements in order to unlock the significant growth
potential in the industry. The Indian movie industry is expected to
grow at approximately 18 percent CAGR to reach Rs 10,100
crores by 2008 from the level of Rs 4,500 crores in year 2003.
Indian Music Industry:

The Indian music industry is worth Rs 1680 crore, going by the
figures of year 2004, India being one of the largest markets in the
world in terms of units sold. It is slated to grow at a CAGR of 8
percent and would be worth Rs 1840 crore by year 2005. In line
with the general outlook for the global music industry and the
increasing digital piracy, certain key shifts: as the emergence of a
more participative model where the film producer and the
music company share the risks and rewards proportionately;
higher investment by the film and music segments in the
encrypting technology, digital distribution; increased organized
retailing of music through large format retail outlets which will
increase the sale of legitimate music and reduce distribution costs
and thus improve margins are important which is likely to have a
positive impact on the music industry.
Digital age providing endless opportunities!
32
The digital age gives the ability to make the Indian entertainment
industry one of the largest creators of wealth for India.
Consequently, it will help raise India’s GDP and regain its global
leadership in entertainment. Digital entertainment is creating new
domains for entertainment. At present, different forms of
entertainment be it music, radio, movies or television is
Offered through distinct devices and different settings. But the
digital age is converting them to one platform in the virtual
world. This convergence is creating new domains such as
animation, gaming, edutainment and virtual tourism. Not only
this, digital entertainment is fostering new opportunities
for creativity. It can put extremely powerful low cost tools into
the hands of people in their homes. It will be possible to use
digital tools in graphics, animation and music to compose a
creative expression. Apart from this, digital entertainment is
giving consumers the opportunity to avail entertainment in any-
time, any-place, any-format mode and on-demand. They can be
available on phones, watches, headgears, cars, trains, planes
and even on lamp-posts. Last but not the least, it is enlarging the
revenues pie. In olden days, we had limited prints distributed to
territories sequentially but with digital entertainment it will be
possible to digitally release a movie simultaneously to millions of
customers. This will lead to huge revenues in just a few hours and
digital entertainment will ring cash registers.
33
Challenges of Doordarshan
The digital age presents India with a wonderful opportunity to
regain its past glory in the entertainment sector. This is because
India will soon have the largest digital infrastructure in the world.
In the recent past, the world has been recognizing that India is the
second largest market for media and entertainment. Not only this,
India also has the opportunity to emerge as a global hub for
digital entertainment. But with these opportunities come several
challenges.
� The foremost being that of infrastructure. India has the
challenge of
Building a broadband digital network to reach every city, every
village,
Every home and every office.
� The second challenge is that of human resources. Building,
operating
and maintaining such an infrastructure requires millions of
trained
34
engineers, operators and technicians.
� The third challenge lies in technology. Building an
overarching
broadband network calls for huge server farms and new devices
have
to be developed.
� The fourth challenge is for the business of entertainment.
Indian
entertainment has to expand its reach in global markets. Indian
entertainment has to be transformed to create entertainment for
diverse consumers in different markets.
� The final challenge is for the government. Government has to
facilitate digital entertainment evolve as an industry. The
entertainment industry currently is highly fragmented and
disorganized and the government has to facilitate a corporate
framework in entertainment. Inter-company comparison
A study of the financials for the quarter ended December ’04 for
some of
the companies like Zee Telefilms, NDTV, Balaji Telefilms and
TV-18 in the
media and entertainment industry, we found that Balaji, NDTV
and TV
Today reported y-o-y higher sales in Q3FY05 while Zee’s top
line reported
a 10 percent fall and TV Today by 7 percent mainly on account
of fall in
their advertising revenues. NDTV revenues surged 120 percent
on account
of increased advertising revenues.
The operating margins of TV 18 and NDTV increased in
Q3FY05 as
compared with Q3FY04 on the back of top line growth and rein
on
expenditure. Balaji’s and TV Today’s expenses and Zee’s top line
performance led to a fall in the operating margins in Q3FY05.
35
As regards the net profits, NDTV and TV 18 were the only
companies
showing shining bottom-line in Q3FY05 as compared with the
corresponding quarter last year. The strong top line growth
coupled with a
tight control on expenditure made them fare much better than
their peers
in the industry.
Relative Valuations
Company Zee TV 18 Balaji NDTV
TV Today
CMP (Rs) 150 220 96 180 93
OPM (Incl OI) (%) 29 52.2 37.3 25.8 25.6
NPM (%) 19.7 36.9 22.7 14.5 12.8
EV/Sales (x) 4.6 5.4 3.3 7.6 3.8
EV/EBIDTA (x) 15.3 10.3 8.7 28.8 14
P/E (x) 21.5 12.8 14.2 47.7 28.1
Cash P/E (x) 19.3 10.4 11.8 31.1 15.5
Mcap/Sales (x) 4.4 4.7 3.3 7.1 3.8
Note:
Book value figures are as per the latest annual results available
Financials are on ttm basis.
At the current market price, TV 18 is quoting a P/E of 12.8x its
TTM
December ’04 earnings which is the lowest as compared with its
peers in
the industry. EV/Sales and EV/EBIDTA at 3.3x and 8.7x
respectively for
Balaji is lower as compared with Zee, TV 18, TV Today and
NDTV.
Mcap/Sales at 3.3x for Balaji Telefilms is lower than that of Zee
at 4.4x, TV
18 at 4.7x, TV Today at 3.8x and NDTV at 7.1x.
Future perfect!
India has the opportunity to emerge as a global hub for digital
36
entertainment. Indian entertainment has the ability to offer a
whole range
of services for the world in digital entertainment-from content
andanimation to distribution. India has the opportunity to
combine several
factors to create a whole new ecosystem in entertainment. India
has the
opportunity to take a great leap and regain its global leadership in
entertainment. India can target a 100-fold growth in the
entertainment
industry in 20 years to reach a size of $200 billion and has an
opportunity
to bring about an entertainment revolution.
CHAPTER: 3
INTRODUCTION TO SERVICE
MARKETING :
MEANING:
Service can be define as bundle of benefits or
the set of benefit which is offered by one party to another party
which is necessary intangible & does not result into ownership of
anything.
37
CHARACTERISTIC OF SERVICE MARKETING:
1. Intangibility:
Services cannot be seen and touch without consumption.

Services provide by the DOORDERSAN programme are
intangible in nature. We can only realize the benefits provide by
broadcasting firms means we can enjoy the entertainment
programmes broadcast on DOORDERSAN.
2. Inseparability:
Services cannot be possible without person or services provider.

Services are inseparability without services provider. Services is
basically depend upon people
.
In DOORDERSAN one we can say without Actors. we people
don’t get services of programme.
3. Perishability:
Services cannot store beyond the extent service are time bound.
Service provided by DOORDERSAN are restore the
entertainment. What ever programme is being broadcasted we
can’t another time. It are time bound.
4. Variability:
Every time services make different according to the Actors and

service provider. It is depend upon human being.
DOORDERSAN provides service by highly variable in nature
because it depends upon the mood of Actors and service provider.
5. No ownership:
38
Services do not result on any ownership. Whatever money we are
not owner it as get benefit not ownership. DOORDERSAN is
available as free that is we get benefit.
MARKETING MIX:
INTRODUCTION OF MARKETING
The modern concept marketing is to satisfy the consumers’ needs.
It is the Marketing task to understand consumers’ needs and place
the product that meets the Expectations, wants of the consumers.
Marketing is a consumer-oriented concept. Consumer is a main

party around with. All marketing activities revel. It is
manufacturing and making available those
Marketing activities is a continuous process. Every time there is a

change in Likes, needs, wants and preference of consumers, the
marking strategy has to be changed suitably.
WHAT IS MARKETING?
39
Marketing is delivery of customer satisfaction at a profit.
Marketing is an economic process by which goods services and
exchanged. Between the producer and consumer and their values
are determined in the terms of the money price.
ACCORDING TO PHILIP KOTLER
“Marketing is a social and managerial process by which

individuals and group Obtain what they need and want
through cresting and exchanging products of value With
Others.”
PRODUCT
M
A PRICE
R
K PLACE
E
T
I PROMOTION
N
PEOPLE
G
PROCESS
I
X PHYSICAL
40
AVIDANCE
INTRODUCTION OF DOORDARSAN
For providing information under sub-section (5) of Section 7, the
fee shall be charged by way of cash against proper receipt or by
Demand Draft or bankers cheque payable to the Drawing and
Disbursing Officer of Doordarshan Kendra, Ahmedabad at the
following rates;
1. for information provided in diskette or floppy and

2. for information provided in printed form at the price fixed
for such publication or rupees two per page of photocopy
for extracts from the publication.
The following officers are designated as the APIOs of the

Kendra .
1. Sh A.K.Gupta, Superintending Engineer - Technical Section

2.Sh Urvish Dave,DD(P) -Administrative Section (including
41
Accounts Section ) and Programme Section.
3. Sh Dhiraj Kakadia , Joint Director (News ) - News Section
REQUEST FOR OBTAINING INFORMATION UNDER

RTI, ACT 2005
Any request for obtaining information pertaining to the Kendra,

should be addressed to the PIO, Dy.Director
General(I/c),/Director Prasar Bharati, Broadcasting Corporation
of India, Doordarshan Kendra, Thaltej Tekra, Ahmedabad-380
054.
The request for obtaining information under sub-section (1) of

section 6 shall be accompanied by an application fee of Rupees
ten by way of cash against proper receipt or by demand draft or
bankers cheque payable to the Drawing and Disbursing Officer of
Doordarshan Kendra, Ahmedabad . The request may be filled in
the form which can be downloaded from the site.
For providing the information under sub-section (10 ) of Section

7, the fee shall be charged by way of cash against proper receipt
or by Demand Draft or bankers cheque payable to the Drawing
and Disbursing Officer of Doordarshan Kendra, Ahmedabad at
the following rates :-
1. rupees two for each page (in A-4 or A-3 size paper) created
or copied.
2. Actual charge or cost price of a copy in larger size paper
3. Actual cost or price for samples or models; and
4. For inspection of records, no fee for the first hour, and a fee
of rupees five for each fifteen minutes (or fraction thereof)
thereafter.
For providing information under sub-section (5) of Section 7, the

fee shall be charged by way of cash against proper receipt or by
Demand Draft or bankers cheque payable to the Drawing and
42
Disbursing Officer of Doordarshan Kendra, Ahmedabad at the
following rates;
1. for information provided in diskette or floppy and

2. for information provided in printed form at the price fixed
for such publication or rupees two per page of photocopy
for extracts from the publication.
The following officers are designated as the APIOs of the

Kendra .
1. Sh A.K.Gupta, Superintending Engineer - Technical Section

2.Sh Urvish Dave,DD(P) -Administrative Section (including
Accounts Section ) and Programme Section.
3. Sh Dhiraj Kakadia , Joint Director (News ) - News Section
CHAPTER: 4
SEGMENTATION, TARGETING
& POSIONING
SEGMENTATION
43
MEANING:
Segmentation can be defined as classification of consumer

according to their needs & wants.
Segmentation strategy is used by DOORDERSAN.

Classification can be done according to:
1. GEOGRAPHIC SEGMENTATION:
Geographic segmentation can be defined as division of the

market in to deterrent geographical units such as nation, sates,
region, cities etc.
DOORDERSAN use geographical segmentation. According to

different region, state they are uses different languages like
Hindi, Gujrati, English, and Marathi etc.
2.DEMOGRAPHIC SEGMENTATION:
Demographic segmentation can be defined as classification of

the markets on the bases of certain variables such as age,
lifecycle, gender, income, occupation, generation, social class
and life stages.
DOORDERSAN is using Demographic segmentation. They

have classified their consumer according to generation based
and age group segmentation.
(A). Age:
As the Age change people taste and preferences changes so

you need not classified the entire age and according to that age
we identify that at which group or age our product is suitable.
DD provides age group segmentation.
44
Reality shows, News: Which made for all young people
Cartoons: Specially target to children
News: Mature people
(B). Generation:
Generation basically use for those people who are living for
particular period. DD as playing the entire PROGRAMME,
which is suitable for generation people.
3.BEHAVIOURAL SEGMENTATION:
Behavioral segmentation is classification of consumer on the

bases of behavioral variables like occasions, benefit, user status,
usage rate, and buyer’s readiness level and loyalty status.
(A). Occasions Based segmentation:
Every occasion consumer required something different. Occasion

can be defined in term of time of day, week, month, and year or
in terms of other well defined temparal aspects of a consumer
life. DD during Uttarayan design all programmes to meet the
requirements of Uttarayan, on Rakshabandhan, Navratri and other
festival special programmes are arranged.
(B). Benefit saught:
45
In this kind of segmentation marketers divide the consumers
according to the benefits they seek from the product. All
programmes, which are melodious songs, news are played by DD
ONE to cater more watcher.
Who are listen the songs first time only
(C). Usage Rate:
Usage Rate is the rate at which consumer is using or consuming a

specific product. There are 3 types of usage rate.
1. Light user:
Who are watching DD ONE 1 hours & less then 1 hour
2.Medium user:
Who are watching DD ONE 2 hours or 4 hours
3.Heavy user:
Who are watching DD ONE always?
(D). Loyalty status:
Consumer uses (stick) only one brands that is loyalty of

consumer. You are classifying the consumer on the bases of
loyalty.
1. Hardcore loyals:
46
The consumers who are watching only our programmes and if
DD one is not available consumer will not switch completing
channel. He puts more affords to watching only our
programmes.
2. Splits loyals:
whose loyalties are splits among 2 or 3 channels. Consumer’s

preference would be divided among these channels only. If
one channel is not available than consumer switch to the next
specify the channel.
3. Shifting loyals: Are those consumers who shift their

loyalties from one channel to another channel. There is no
predecided order to watching any channel
4.Switchers:
Are those consumers who don’t saw any loyalty to the any of the
channel.
DD one continuously come out with competitive same

programmes for longer time provide so, that switchers, splits
loyals and shifting loyals can be converted into hardcore loyal
listeners.
4. PSYCHOGRAPHIC SEGMENTATION:
47
Psychographics segmentation can be defined as classification of
the consumer on the bases of psychographical variables like
spersonality, beliefs and lifecycle.
DD ONE people do not use psychographics segmentation is not

involve in the business of DOORDERSAN.
TARGETING
Targeting can be defined as selection of this segment or group of

consumers. Sharing common needs & characteristics to cater with
the company’s services.
DD one they have product specialized and market specialized.
(A). Full coverge :
In full coverage we are not focusing on particular segment or

product or service. Marketer tries to capture whole market.
48
In DOORDARSHAN we found that there is full coverage
market by it.DOORDARSHAN have different programme for
different kind of people. Like, cartoon Gali- Gali Sim-sim for
children. News programme for business man, Career
programme for unger people.
In different rigion DD has different types of channel of

language like, DD Gujarati , DD Marathi ,DD News , DD1 ,
DD- 11 etc. So, we can say DOORDARSHAN covered FULL
COVARAGE .
POSITIONING:
Positioning is an affords to design companies offering & image

So, that it will occupy unique & distinctive place in mind of
consumer. .
Differentiation is a key to obtain the position in the mind

of consumer differentiation is the positioning strategy used to
make the distinction between any two brands falling in the same
product category.
STRATEGIES OF DIFFERNCIATION:
1. Product Differentiation:
49
Design or differentiate the product than the competitor’s product
like shape, flavors, quality, features, colors, etc.DD one creates
position in the mind of WATCHERS by creating different
programmes, which are more attractive and entertaining than
others programme.
2. Image Differentiation:
It means strong image towards brand or channel of company in

the mind of consumer. DOORDARSHAN tries to create all
together different image in the mind of the consumers to attract
more watchers. The company does it by playing different
varieties of the popular programme and broadcasting various
attractive programmes. In rural area there is good image in the
mind of consumer.
3. channel differenciation
DOORDARSHAN has all the channels related to DD. With

the help of satellite different types of DD channels are
provide to the TV users . In AMOOL they have own parler
the same thing is happen with DOORDARSHAN they have
also their own channels.
50
CHAPTER:5
SERVICE PRODUCT
PROGRAM SCHEDULE
TIME MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SUND
06.00 GRAM JAGAT (R) GRAM JAGAT (R) GRAM JAGAT (R) GRAM JAGAT (R) GRAM JAGAT FITNE
(R) EXER
06.30 KRUSHIDARSHAN KRUSHIDARSHAN KRUSHIDARSHAN KRUSHIDARSHAN KRUSHIDARSH BHAJA

(R) (R) (R) (R) AN (R)
07.00 SPONSRED SPONSORED SPONSORED SPONSORED SPONSORED SPON

PROGRAMME/ PROGRAMME PROGRAMME
51
(ATMIK (DAR ROJ NA (DAR ROJ NA PROGRAMME PROGRAMME PROG
YATRA)/YOGA JIVAN NO ANAND JIVAN NO ANAND
MANO) MANO) (DAR ROJ NA (DAR ROJ NA (DAR
JIVAN NO ANAND JIVAN NO JIVAN
MANO) ANAND MANO) MANO
07.30 SPON. SPON. SPON. SPON. SPON. SPON

PROGRAMME / PROGRAMME / PROGRAMME / PROGRAMME / PROGRAMME / PROG
DEVOTIONAL DEVOTIONAL DEVOTIONAL
MUSIC MUSIC MUSIC DEVOTIONAL DEVOTIONAL DEVO
MUSIC MUSIC MUSI
08.00 DDK RAJKOT DDK RAJKOT DDK RAJKOT DDK RAJKOT DDK RAJKOT SPON
PROG
CLASS
DANC
08.30 DEVOTIONAL DEVOTIONAL DEVOTIONAL DEVOTIONAL DEVOTIONAL DEVO

MUSIC MUSIC MUSIC MUSIC MUSIC MUSI
09.00 SAMACHAR SAMACHAR SAMACHAR SAMACHAR SAMACHAR SAMA
09.15 SUGAM SUGAM SUGAM SUGAM SANGEET SUGAM ZARU

SANGEET(F) SANGEET(R) SANGEET(F) (R) SANGEET (R) (STAT
09.30 CLASSICAL VOCAL CLASSICAL LOKGEET (R) DOCUMENTARY- FILMI SARGAM DAYR
INSTUR. RAJKOT MNTS
10.00 EDUCATION TV EDUCATION TV EDUCATION TV EDUCATIION TV EDUCATIION KUMP

TV
10.30 VIKASPATH HASTAKALA SAMAJIK NYAY LOK GEET YOUTH (1-3-5) FOLK
(1,2,3)
SATYAGRHA NA SAHITYA
SO VARSH (4,5) SARVANI (2-4)
11.00 DDK RAJKOT DDK RAJKOT DDK RAJKOT DDK RAJKOT COMMISSIONE RAMT
CONTRV: CONTRV: CONTRV: CONTR ED PROG. (R)
11.30 SPONSORD PROG. SPONSORD SPONSORD SPONSORED SPONSORED SPON

PROG. PROG. PROG. PROG. PROG

PROGRAMME PROGRAMME PROG. PROG. PROG
52



14.30 PAKVAN (F) PAKVAN (F) PAKVAN (F) PAKVAN (R) PAKVAN (R) PRAD
(R)

1500-
2000
20.00 KRUSHIDARSHAN KRUSHIDARSHAN KRUSHIDARSHAN KRUSHI DARSHAN COMMUNAL

HARMONY NATAK
(2)/ SPORT (3)
SCIENCE (4)
20.30 MARA SAJANNI MARA SAJANNI MARA SAJANNI AIDS COMMISSIONED

(1)/ENVIRONMENT PROG.
(2)/ WATER
CONSERVATION
(3-5)/ HASTKALA
(4)
21.00 SPONSORED SPONSORED SPONSORED SPONSORED SPONSORED

PROG. PROG. PROG. PROG. PROG.
(GNAN PRAKASH) (GNAN PRAKASH) (GNAN PRAKASH)
(GNAN PRAKASH) (GNAN
PRAKASH)
21.30 EK DAL NA EK DAL NA EK DAL NA PANKHI EK DAL NA PNKHI KATHA SARITA

PANKHI (R) PANKHI (R) (R) (R) (F)
22.00 KUNVAR CORP. (R) KUNVAR CORP. KUNVAR CORP. (R) VANITA (1,3,5) JAGRUTI (1,3,5)
(R)
SAKSHARTA (2,4) NIRANTE (2,4,)
22.29 MONTAGE / MONTAGE / MONTAGE / MONTAGE / MONTAGE /

CAPTION CAPTION CAPTION
53
GUJARAT PLUS GUJARAT PLUS GUJARAT PLUS CAPTION CAPTION
GUJARAT PLUS GUJARAT PLUS
22.30 ANNOUNCEMENT ANNOUNCEMENT ANNOUNCEMENT ANNOUNCEMENT ANNOUNCEMENT

ABOUT DAY’S ABOUT DAY’S ABOUT DAY’S ABOUT DAY’S ABOUT DAY’S
PROGRAMME PROGRAMME PROGRAMME PROG. PROG.
22.32 SAMACHAR SAMACHAR SAMACHAR SAMACHAR SAMACHAR

(RECORDED (RECORDED (RECORDED (RECORDED NEWS (RECORDED
NEWS BULLETIN) NEWS BULLETIN) NEWS BULLETIN) BULLETIN) NEWS BULLETIN)
23.37 SUHASINI (DAILY SUHASINI (DAILY SUHASINI (DAILY SUHASINI (DAILY DAYRO (R)
SOAP) SOAP) SOAP) SOAP)
23.00 ECONOMY / TOURISM (1,3,5,) FILMI SARGAM (R) UNFORGETTABLE CONTD.

INVESTMENT GAMMAT GULAL GUJARATI SONGS
OPPORTUNITIES (2,4) (1,2)
(1,3,5) GAZAL (3,5)
EDU. AVENUES
(2,4,) MARRIAGE SONGS
23.29 CLOSING CAPTION CLOSING CLOSING CAPTION CLOSING CLOSING

CAPTION CAPTION CAPTION
TOMORROWS’ TOMORROWS’ TOMORROWS’ TOMORROWS’ TOMORROWS’
PROG. PROG. PROG. PROG. PROG.
GUJARAT PLUS GUJARAT PLUS GUJARAT PLUS
GUJARAT PLUS GUJARAT PLUS
23.30 SPONSERD PROG./ SPONSERD SPONSERD PROG./ GARBA SPONSORED

CLASSICAL MUSIC PROG./ CLASSICAL MUSIC PROG. SAUGAT
CLASSICAL
MUSIC
00.00 GUJ. FEATURE GUJ. FEATURE GUJ. FEATURE GUJ. FEATURE GUJ. FEATURE
FILM FILM FILM FILM FILM
00.30 CONTD CONTD CONTD CONTD CONTD
02.30 CLASSICAL DANCE CLASSICAL CLASSICAL DANCE CLASSICAL DANCE CLASSICAL

(R) DANCE (R) (R)/ GARBA (R)
54
DANCE (R)/
GARBA
03.00 DAYRO (R) DAYRO (R) DAYRO (R) DAYRO DAYRO

to
05.00
05.30 BHAJAN BHAJAN BHAJAN BHAJAN BHAJAN
PROGRAM SCHEDULE - Regional

TIME MONDA TUESDA WEDNESDAY THURSDA FRIDAY SATURDAY
15.00 MONTAGE AND OPENING ANNOUNCEMENT AND RAILWAY INQUIRY
15.05 Vyomkes Vyomkes Jagruti (1-3-5) Youth (1-3- Rojgar Hastakala (1)
h Bakshi h Bakshi Nirante (2 – 4) 5) Samacha Communal Harmon
Kumpal (2- r (15’) Samajik Ny
4) Pradakshi Sports (4)
na (15’)
15.30 Sponsore Sponsore Sponsored Sponsored Sponsore Sponsored Progra

d d Programme Programme d GYANWANI
Program Program GYANWANI Program
me me GYANWANI me
GYANWA GYANWA GYANWA
NI NI NI
16.00 Daily IN IN HOUSE GAMMAT (In (In House)

Soap ( In HOUSE DAILY SOAP GULAL House) KUNVEARA
House) DAILY (MARA KUNVEAR
(MARA SOAP SAJANJI) (In House A CORPORATION
SAJANJI) (MARA Programme
SAJANJI) ) CORPOR
ATION
16.30 Daily Daily Daily Soap (In Daily Soap Daily DAYRO
Soap (In Soap (In House) (In House) Soap (In
House) House) Ek Dalna House)
Ek Dalna Ek Dalna Pankhi Ek Dalna
Pankhi Pankhi Pankhi Ek Dalna
Pankhi
55
17.00 Vanita VIKASH Ramta Ramta Anjuman Hello -do-
(1-3-5) PATH (1-3-5) (2-4) Doctor
Sakshart Uphar (2-4)
a (2-4) Saugat (1-
3-5)
17.25 NEXT DAY’S HIGHLIGHTS, SOS AND RAILWAY ENQUIRY
17.30 Gram Jagat Gram Gram Jagat Gram Jagat Gram -do-
Jagat Jagat
18.00 Krushi Krushi Krushi Darshan Krushi Krushi Hazir Ho

Darshan Darshan Darshan Darshan
18.30 Sponsored Sponsore Sponsored Sponsored Sponsore Sponsored Program

Programme d Programme Programme d
Program Program
me me
18.55 NEXT DAY’S HIGHLIHTS AND RAILWAY ENQUIRY
19.00 S a m a c h a r in G u j a r a t i
19.15 Sponsored Sponsore Sponsored Sponsored Sponsore Sponsored Program

Programme d Programme Programme d
Program Program
me me
19.30 Sponsored Sponsore Sponsored Sponsored Filmi Sponsored Program

Programme d Programme Programme Sargam
Program (In
me House)
20.00 NationalProgramme
56
PROCESS OF SERVICE:
1.Service benefits concept:
What benefit gets from service to understand? In DD ONE we

have get many benefits.
GAMMATGULAL: ENJOYMENT
NEWS: INFORMATION
MELODIUS SONGS: ENTERTAINTMENT
2.Service concept:
Convert the benefit into the form of services. Marketer should

convert the benefit into the form of services means here the need
57
wants of the customers to get expected benefit from the services
should be fulfilled.
3.Service Delivery Concept:
How we delivery services. It should be deliver, package,

individual or it should be directly deliver at your home. DD one
is delivered the services by programme at home.
CHAPTER:6
PRICING:
58
Meaning:
Value of product in terms of money it is call price
“Pricing means you are giving in return of product.”
Factor affecting pricing:
1. Objectives of pricing:
Before you decide the price of services. What you want by

specific price. There are many objectives like survival, profit
maximization, penetration, and skimming and price quality
leadership.
2. Determining Demand:
Price highly related with Demand. Various techniques are

used. Demand comes from customer, Demand determine by
various type like to analyses price sensitivity, elasticity of
demand and estimate demand patterns.
3. Estimating cost:
Objectives and Demand necessary estimate. You need to same

time cost of production. There are different types of cost like
fixed cost, variable cost, average cost marginal cost and total
cost. Average cost is a cost per unit. Average cost is very
important for us.
4. Competitor’s price:
59
We decide price, we check out competitors price. Price to dealer,
distributors, retailer, wholesaler and consumer. How much fixed
cost of competitors? Suppose DD channel distribution cost is 5
crore and other channel distribution cost is 3 crore. It means less
price of competitors channel.
METHOD OF PRICING:
There are various methods of pricing and they are described as
follows:
1.Mark Up Pricing:
The first method of pricing is mark up pricing. The most

elementary pricing method is to add a standard markup to the
product’s cost. Mark up pricing is equal to unit cost upon 1 –
desired return on sales, where unit cost is equal to addition on
variable cost and fixed cost divided by unit sales.
2.Target Return Pricing :
60
The second method of pricing is target return pricing. In target
return pricing the firm determines the price that would yield its
rate of return on investment. Target return pricing is equal to unit
cost + desired return multiplied by invested capital upon unit
sales.
3.Break – Even Point Pricing :
The third pricing method is break-even point pricing in which the

firm is deciding the amount that will generate no profit and no
loss situation. The firm should charge that minimum amount
where he is getting no profit and no loss but he cannot charge less
than this.
4.Perceived Value Pricing :
The fourth method of pricing is perceived value. Perceived value

is made up of several elements such as the buyer’s image of the
product performance, the channel deliverables, customer support,
etc. They must deliver the value promised by their value
proposition and the consumer must perceive this value.
PRICE RATE
In advertisement sector there is commercial section. ISHU

DESAI and NARENDRA PATEL manage this section.
ADVERTISEMENT:
7 SECOND AHEMEDABAD 10000 R.s
7 SECOND DELHI 90000
61
CHAPTER:7
PLACE
LOCATION:
62
The company would decide about the place where the service or
product is to be distributed. DD ONE is located generally in A or
B category cities. Distribution channel is a set of interdependent
organization involves in the process of making product or
services available for use or consumption by the consumer.
The company has some of the stations in different part of country.

DD ONE is set at some prominent locations in the country, which
are run by the company itself. DD ONE is at over all cities.
COVERAGE:
The area that DD ONE covers is about 100 K.M the station.
They have started their stations in all cities in India. They have
various towers so they are covering wide area.
CHNNEL LEVEL:
It is a set of independent intermediaries that helps in making

goods available to final consumer.
There is no any intermediary in between service provider and

customer.
“Hear in DD ONE provides Zero level channel”
63
Zero level channels also called a direct marketing channel consist
of a manufacturer selling direct to the final consumer.
SERVICE
CUSTOMER
PROVIDER
CHAPTER:8
PROMOTION
Promotion refers to all activities designed by the firm to influence
buyer’s behavior through communication to make the product or
service and price to communicate persuade and motive tools for
the purpose. Advertisement, Publicity, Sales Promotion, Public
Relations and Personal selling through which one can increase
64
demand of its product or service. DD ONE puts lots of efforts on
these promotional activities to attract the listeners.
The following are the promotional activities through which it can

create it image in the minds of public:
1) Public Relation :
Public relation is one of the promotional activity through which it

can crate image in the mind of listeners. RADIO ONE maintains
public relation by visiting Malls and Public Places. RJ’s comes
into eyes of the public and listeners respond very well to them.
Public relations help in gaining high credibility, ability to catch
listeners off guard. RADIO ONE wishes on birth days & come to
college campus to take interview & take the opinion of the public
to bind relationship with them.
2) Sales Promotion :
Company’s uses sales promotion tools like couple tickets, free

passes, coupons and draw a strong image in the mind of listeners.
By providing various sales promotions it will able to cater more
listeners and gain a strong position in the market in future.
3) Advertisement :
Companies do advertising of their services of product through

many ways. MY FM does advertising by giving advertisement in
newspaper, hoardings, magazines, Internet, etc. and they make
aware to the listeners.
4) Publicity:
65
Radio one announces during Uttarayan they say people to save
the life with you festival the Uttarayan. They inform people to
take of our life.
5) Events and Experience:
It can be define as a participating or endouricing events and

experience programme to provide more exposure brand to the
customer. Radio one people come out different kind of event such
as “BOLLYWOOD BADSHAH”. Which is quiz programme a
person who give 10 answer about that question they give 5000
R.s
CHAPTER :9
PEOPLE
66
People are nothing but the service provider and customer. People
can be ACTORES, Celebrity, Customer, etc. There are generally
two types of people i.e. Service Provider and Customer. hey are
described as follows:
1) Service Provider:
Service provider is more important. There are two type of service

provider i.e. invisible and visible. The ACTORES who just
provides service On Air and does not come into the eyes of
customer is called invisible service provider and those who
comes into the eyes of the public are called visible service
provider. Following are the important people for
DOORDARSHAN Company as a service provider:
 Art Director
 Actors
 Programme Designer
 Script Writer
 Programme Director
 Financers
 Space Selling Executives
Why people important:
People are a crucial role in the organization. Without people the

organization cannot do anything. Service is not possible without
people. In DOORDARSHAN the ACTORES who perform the
programme and if suppose they are not in their then it is not
possible that’s why people must be needed in organization.
There are two types of people: -
1) High contact people:
67
High contact people are those people who are coming in very
frequently interaction with customer.
We should recruit the high contact people by following way.
Presence of mind
Good communication
They good held any position
E.g. ACTORES, NEWS READER, PERFORMER
2) Low contact people:
Low contact people are those people who are less interaction with
customer.
 Promoters
 Programme designer
 Script Writer
 Programme Director
 Financers
NAME OF THE PEOPLE
NEWS READERS NAME
1) Jayesh Modi- DD1 - ENGLISH

2) Nilam sarma- DD1- HINDI
3)Mr Tomar – DD1- ENGLISH
4) Rakhi Bashi- DD1 – ENGLISH
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CHAPTER 10
PRODUCTION PROCESS
1. Recorder programme
STEP: 1 MAKEUP
69
Make up means it is a one kind of act in which we have got spot
light in the front of camera so, we have get good reflection effect
in the programme. Make up is a here it is not related to girls make
up. But here make up is a necessary to identify the artist.
According to skin tone we have used different types of makeup.

For making make up to another person they used layers.
STEP: 2 REHEARSALS
Rehearsal is very much important in television industry. With

help of rehearsal they have perform programme very good. If
rehearsal is not done by the artist than it create problems. But
some artist has not need more rehearsal.
STEP: 3 SHOOTING
In the shooting actor is a perform his performance and technician

manage this shooting inside the studio room. In the studio room
they have certain types of camera with the help of it technician
know person is where stand. In machine different colors, light are
there, so they know what happen actually.
They have talk back system so, both technician and actors both
are talk to each other at time of shooting.
They have used particular degree of light at the time of shooting.

In the night they have used blue light. Backlight is given for still
photography and vidiography. Light is a given according to
person. CCD camera in which need less amount of light. CCU is
control by 3 levels.
4. VIDIO
5. MONITER
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6. TELECOUNTER
Sink and color brush both are necessary in shooting. If sink is

not then it creates error and we found dot, zezeria in TV and if
color brush is not their then picture look like black and white.
Here there are 3 cameras.
Camera 1 Color Bar

Camera 2 Line up
Camera 3 Line up
STEP: 4
After recording then programme they applying though inset 4B

satellite. The programme is applying in satellite and then
decoding. Then it is we have get in our in TV set.
CHAPTER: 11
PHYSICAL AVIDANCE
Physical Evidence includes the following things:
 Studio
 Equipment
 Copyrights
 Crowds
71
 Promotion Vans
 Etc.
Generally there are 2 type of Physical evidence and they are

described as follows:
Essential Evidence:
Essential evidence is that evidence without which services cannot

be provided. The essential evidence is equipment, computers,
mike, signal tower, headphones, etc.
Peripheral Evidence:
Peripheral evidence is those which a customer carries along with

them and which add value to the brand image.
Example: - RADIO ONE uses GREEN and YELLOW color. By

listening to RADIO ONE the listeners must feel that the
programme and songs which are being played are specifically
made for him/her only, so he will feel that this is RADIO ONE
95.00 F.M. It’s hot…
CHAPTER: 12
SWOT ANALYSIS
SUB POINT OF “SWOT” ANALYSIS
Internal sub point Strengths

Weakness
External sub point Opportunities
72
Threats
STREANTHS OF DOORADARSHN
• Fastest Growing Station
DOORADARSHAN is the fastest growing radio station. The

growing Radio one station is faster than any other station in
Ahmedabad.
•
• Product Innovation
DOORDARSHAN is doing many innovations in order to

promote their brand. DOORDARSHAN has added many new
jingles, advertisements & comic comments. In there day-to-day
programming DOORDARSHAN is trying to innovate something
new in their day-to-day programming.
Flexible advertising packages
The advertisers or the customers of RADIO ONE can enjoy free

advertisement booking in the newspapers published by the
73
Bhaskar group. RADIO ONE provides discounted advertising to
their costumers in the other newspaper of Bhaskar group.
WEAKNESS OF DOORDARSHAN
• late entry in the Market
DOORDARSHAN is doing many more efforts to break the brand

equity of DOORDARSHAN.
• Poor physical evidence
The layout of RADIO ONE is not proper they are using the same
room for broadcasting & production process. RADIO ONE
layout is very weak.
OPPORTUNETIES OF DOORDARSHAN:
• Wide untapped market
DOORDARSAN is played in all cities still they have to expand

more in India. DOORDARSHAN is still needed to expand their
coverage in India in orders DOORDARSHAN industry.
• Increasing number of audience
74
In India the proportion & people listening fm station increases
day-by-day DOORDARSHAN listeners are also increasing from
Day-to-day.
• More excess Point to WATCHING Programm
The excess point from where DOORDARSHAN can be

WATCHING is increasing day-by-day DOORDARSHAN.
THREATS OF DOORADARSHAN
• Increasing Competition
Competition is increasing day-by-day difficult for

DOORDARSHAN to retain their WATCHERS. So they to face
cutthroat competition DOORADARSHAN are using innovative
ways.
• Government Policy
The entire fm station depends upon government policy. If the

government restricts the license or permission than fm station has
to face many problems. So my m has to dependent the
government policy.
• Changes in taste & preferences of the WATHERS
The taste & preferences of the WATHERS are unpredictable the

taste & preferences of the WATHERS’s changes on routine basis.
75
DOORDARSHAN to track the taste & preferences of the
listeners.
CONCLUSION
The Bhaskar group is one of the largest media groups of the

country and is largest read newspaper in the country with over
2.67 crore readers.
76
Synergy media entertainment ltd (SMEL) was launched in
different cities, wholly owned b Bhaskar group, it becomes day to
day popular and people like this channel. They are successful to
understand the listener’s needs and wants. Radio one has some
advent features like it plays some local songs, which is never
going on air in other stations.
Thus we can say that within a short duration period it has become
no 1 channel of India, and will be more profit earning and will
also satisfy its customers.
BIBLIOGRAPHY
77
As one is not complete man, he has to take advice or help for
doing some work to where he is not able or the work is new or
unknown for him.
imilarly, in writing this report and for making in full fledged with
deep understanding and information. I have used the following
references,
Reference book: Marketing Management
12th Edition
• Philip Kotler
• Kevin Lane Keller
• Abraham Koshy
• Mithileshawar Jha
www.ddgujarati. in.com
www.goole.com
78
Part:1
General information
79
• About company
• Company’s Name : Decolight Ceramics Ltd.

•
• Register Office : Old Ghuntu Road,
MORBI-363 642
• Board of Directors : (1) Girishbhai.m.pethapara

(2) Kantihbhai.m.pethapara
(3) Jayntihbhai.m.pethapara
(4) Mayurhbhai.k.pethapara
• Company Secretary : Hiteshbhai.s.maheta

•
• Auditors : S.V.Karia & Association,
Charter Accountant,,
102, Angel Complex
Near Income Tax Underbrige,
Off Ashram Road.
Ahmedabad – 380014
• Banker : Bank of India

Jail Road,
Morbi.
• Corporate Office : Old Ghuntu Road,

Morbi – 363 642
• E-mail : Decolight 2004 @ Yahoo.Com

•
• Website : WWW.Decocovering.Com
HISTORY OF THE COMPANY
Since the beginning in the Year 1995, Deco Group has been emerged
as the most Comprehensive Ceramic Giants. In a short span of around 10 years,
the Group today has impressed the entire country and more than 20 Countries by
furnishing Quality Ceramic Products.
80
DecoLight Ceramics, established in the year 2004 is the most esteemed
Vitrified Tiles and Porcelinato manufacturing plant in the market producing
Vitrified and Porcelinato Tiles under the brand name ‘Granolite’
The Granolite is The Pioneers in the Vitrified Tiles and Porcelinato Tiles
manufacturing. Having Certified by ISO 9001:2000 and ISO 140001 Standards,
Granolite is magnetize the Various Tiles markets by its Unmatched World-Class
Quality. Granolite products are Certified in accordance with Indian & European
Standards, the most complete & Global Expressions for Home Decor. Deco Light
Ceramics, established in the year 2004 is the most esteemed Vitrified Tiles and
Porcelinato manufacturing 88 plant in the market producing Vitrified and
Porcelinato Tiles under the brand name ‘Granolite’. The Granolite is The
Pioneers in the Vitrified Tiles and Porcelinato Tiles manufacturing.
Having Certified by ISO 9001:2000 and ISO 140001 Standards, Granolite is
magnetize the Various Tiles markets by its Unmatched World-Class Quality.
Granolite products are Certified in accordance with Indian & European
Standards, the most complete & Global Expressions for Home Décor.
Today, with having more than 5000 Dealers in India and exports to more than
20 Countries, Granolite is rapidly becoming a Synonym of Quality & Trust. The
Marketing Strategy and Pricing Policies puts Company one step ahead of other
Ceramic Players.
With in-house R&D and Latest Technologies from Italy & Germany installed,
Granolite is capable to meet & beat the forthcoming challenges. “The Products
must satisfy the Customer in terms of Expected Quality & Value for Money
and this is the only way in which the Company can Grow”, Says Mr. Girishbhai
Pethapara, Visionary Chairman, Deco Light Ceramics Ltd.
FUTURE PLAN
• Deco Light Ceramics Ltd started in the year 2004 with initial production
capacity of 3000 sq mtrs per day, which was than enhanced up to 3,000 sq mtrs
per day during the year 2005 – 2006.
81
• Since the demand of the vitrified tiles is increasing constantly, the Company is
planning to increase the production capacity from 6,000 sq mtrs to 12,000 sq
mtrs per day.
• The Company also plans to establish manufacturing plant of Aluminum

Composite Panels (ACP), which is also a product widely, used in construction
now a days.
The company proposes to set up 2 nos Wind Turbine Generators (WTG) having
power generation capacity of 2.5 Mega Watts for its captive consumption, resulting in
substantial saving in energy costs.
CODE OF CONDUCT
INTRODUCTION
As required under Clause 49 of the Listing Agreement as amended up to date,

Decolight Ceramics Limited (herein referred to as “the Company”), hereby notifies the
82
“Code of Conduct for the Board Members and Senior Management of Decolight
Ceramics Limited” (hereinafter referred to as “the Code”).
All the Directors and members of the Senior Management are mandatory
required to understand and adhere to the code/standards prescribed herein, including
any amendments / modifications / replacements thereof as may be notified by the Board
of Directors of the Company from time to time, in the course of their dealings, exercise
of powers and discharge of their duties, responsibilities and obligations in relation to
the Company and its transactions.
Nothing in this Code of Conduct or related communications creates or implies

an employment contract or term of employment.
1. Shall act in accordance with the highest standards of personal and professional
integrity, honesty and ethical conduct.
2. Shall be independent in their judgment and actions.
3. Shall exercise due care and diligence in performance of their duties.
4. Shall comply with all applicable laws, rules, and regulations.
5. Shall not engage in any business, relationship or activity, which may be in
conflict of interest of the Company without prior approval of the Board.
6. Shall intimate the Company’s Board of Directors before accepting outside
directorships.
7. Shall maintain the confidentiality of the information about of the Company
received/obtained by them in the course of their position as Director /employee
of the Company, except when disclosure is authorized by the Chairman and/or
Vice Chairman and Managing Director of the Company or legally mandated and
shall not use confidential information for their own advantage or profit.
8. Shall use best endeavors to protect Company’s assets and property and ensure
its efficient use.
9. Shall not derive any personal benefit (including without Limitation through the
use of Company’s property, assets, information, or position) except that which
they are lawfully entitled to.
10. Shall refer all inquiries or calls from the press and financial analysts to the
Company’s Chairman cum Managing Director and/or Jt. Managing Director.
The Company has designated its Chairman cum Managing Director and/or Jt.
Managing Director as official Company spokespeople for any company related
matters.
11. Shall abide by Deco’s internal code for prevention of Insider Trading.
12. Shall not, directly or indirectly, short sell any equity/security, of the Company
so as to make gain out of such sale or otherwise. A short sale means any
transaction whereby one may benefit from a decline in the Company’s
share/security price.
83
13. Shall not derive any benefit (directly or indirectly) or assist others to derive any
benefit by giving advice from the access to and possession of price sensitive
information about the Company, which are not in public domain.
14. Shall not exploit for their personal benefit, opportunities that are discovered
through Company’s business, information or position, unless the same is
disclosed fully to the Managing Director and permitted by him.
15. Shall not misuse the Company’s facilities, except where such facilities have
been provided for personal use either by policy or by permission or authority or
in the normal course of business. The Company’s facilities shall not be used for
personal use and even when used with prior approval, care shall be
exercised/taken to ensure that costs are reasonable.
16. Shall treat women employees equally and eliminate any gender discrimination
and shall avoid harassment/threatening based on race, color, religion, age,
gender, national origin, disability or any other basis.
17. Shall not (directly or indirectly) accept or retain any gift, entertainment or other
benefits from any organization or person doing business or competing with the
Company. However, they may accept and offer nominal gifts/hospitality, which
are not of material value and are customarily given on accessions or are of
commemorative nature for special events.
18. Shall not compete directly or indirectly with the business of the Company or
with any business that the Company is considering to establish.
19. Shall affirm compliance with this Code to the Company on an annual basis.
VISION
The only phenomenon that helps an organization cultivate new levels of

success, is the Vision, that works as a Blue Print for the Organizational Growth
directing ‘Where we are Destined & How do we Reach there.’
84
Deco Light Ceramics Ltd is lead by the Creative Intellectuals having a 10
years of experience & who have a clear vision of where to reach and have set the
goals & laid down the plans on how to reach there. “Every great work, every big
accomplishment, has been brought into manifestation through holding to the vision, and
often just before the big achievement, comes apparent failure and discouragement.
Every Visionary person was once laughed at by most of the people who never knew
the power behind looking at something that never existed. ” Says Mr. Girishbhai
Pethapara, the Enthusiastic & Inventive Chairman of Deco Group.
“Life is no brief candle to me. It is a sort of splendid torch, which I have got
a hold of for the moment, and I want to make it burn as brightly as possible before
handing it on to future generations.” Says Mr. Kantibhai Pethapara, Head Finance
& Human Resource Management.
Company strongly believes that there is no limit to what an organization can

accomplish if Products or Service rendered by the Company is improving the lifestyles
by offering value for the money. Deco Light Ceramics Ltd has comprehended this as
the ‘Success Mantra’ and every endeavor are being positioned to make it to the Top
irrespective of the intricacies offered by the Competition.
ACHIVEMENTS
85
The missionary Zeal to help mankind improve life by furnishing Quality
Ceramic Products has not only help the Group receive warm welcome from the market
allover, but has rewarded in terms of appreciative honor by the concerns Authorities
also. Here is a glimpse of the Footprints on the History.
(1) NATIONAL AWARD
Mr. Jayantibhai Pethapara, Director, Deco Group received the award from
Honorable Defence Minister of India Mr. Pranav Mukharjee in a glittering evening on 7
October 2006 at New Delhi.
The award signifies Special Recognition towards the Performance that proved to be the
best in the Small Scale Industries.
(2) NATIONAL AWARD
86
Mr. Kantibhai Pethapara, Director, Deco Group received the award from
Honorable Defence Minister of India Mr. Pranav Mukharjee in a propitious evening on
7 October 2006 at New Delhi. Award for Quality Products in the form of National
Award for Quality Products in Small Scale Industries for the year 2005. Deco Group
has always impressed its customers with its World-Class Quality and now its
Unparallel Quality Standards are now rewarded & conformed by the Ministry of Small
Scale Industries, Govt. of India.
(3) RASTRIYA UDYOG AWARD
Mr. Girishbhai Pethapara, Chairman, Deco Group receiving the Rashtriya

Udyog Award during the National Seminar on Individual Achievement for Economic &
Social Development, on 15 Dec 2003 at New Delhi.
(4) NATIONAL ACHIVEMENT AWARD
87
Mr. Kantibhai Pethapara, Director, Deco Group receiving the National
Achievement Award during the National Seminar on Individual Contribution to World
Peace & Development, on 28 Aug 2003 at New Delhi.
(5) BHARATIYA UDYOG RATAN AWARD
Mr. Jayantibhai Pethapara, Director, Deco Group receiving the Bhartiya

Udyog Ratan Award during the National Seminar on Individual Achievements &
National Development, on 24 Apr 2003 at New Delhi.
(6) RAJIV GANDHI SHIROMANI AWARD
88
Mr. Bharat Kaila, Partner, Deco Group receiving the Rajiv Gandhi Shiromani
Award during the glittering event organized by Global Economic Council, on 24 Aug
2003 at New Delhi.
(7) NATIONAL ACHIVEMENT AWARD
Mr. Vijay B. Patel, Partner, Deco Group receiving the Rajiv Gandhi
Shiromani Award during the glittering event organized by Global Economic Council,
on 28 Aug 2003 at New Delhi.
“However, this is not the end, this is just the beginning. The best of Deco is
yet to come. With more than a decade of experience is now becoming the lighthouse to
guide us the unattended heights of Achievements.
89
Part:2
Industry information
VITRIFIED-DEMAND SUPPLY
SCENARIO
With the unique characteristics, vitrified tiles are intended to rapidly substitute
the conventional flooring concept. At present the demand of the vitrified tiles in India is
around 200000 sq. meters per day, which was just 15000 sq. meters before a decade.
Because of its superior Quality & Price competitiveness, this demand is likely to
increase 30% to 40% per year.
Against the demand of 200000 sq. meters per day, India’s present production
capacity is 120000 sq. meters per day and hence around 35% to 40% is shortfall. These
short supplies are being met by imports. Hence, there is ample scope for the growth at
present in India.
China has a local demand of 24 lacks sq meters per day and is producing
around 27 lacks sq meters per day. Hence china is exporting around 10% to 12% of its
total production.
Average consumption of the world is around 45 lacks sq meters per day and it
is increasing as the vitrified Tiles is a new concept for flooring. Hence, growing
production capacity always falls shorter than the increase in the demands. So, there are
plenty of possibilities for growth internationally.
The per head ceramic tiles consumption in India is 0.13 sq meters as

compared to 1.60 sq meters in china and 3 to 5 sq meters in Europe and it is increasing
which conforms great development opportunities for vitrified tiles in India.
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Production
PRODUCTION PROCESS
RAW MATERIAL GATHERED
RAW MATERIAL IS SEPARATED
RAW MATERIAL ARE TESTED BY QUALITY

CONTROL
RAW MATERIAL ARE WORK IN PROGRESS

WITH MEN, MACHINES & MANAGEMENT.
FINISHED PRODUCTS
FINISHED PRODUCT IS TESTED BY

QUALITY CONTROL BEFORE AND AFTER
PACKING
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PRODUCTS
1. Ceramic Floor Tiles
These Tiles are Thicker, larger and more porous as compared to other tiles.
They are single fired.
The most commonly used type of flooring before the entry of vitrified tiles.
2. Wall tiles
These Tiles are slim, Available in small, medium & large sizes.
These Tiles are widely used in kitchen Bathrooms & walls of house.
These tiles are also used as Elevation tiles due to wide range of colors & designs
3. Vitrified Tiles (Granolite)

These tiles offer strength as compared to marble & Granite.
Offers Dirt & Stain free look.
Anti Slippage and natural Elegant look.
Easy to clean & maintain.
It is rapidly becoming the Synonym of Modern Age flooring.
Widely used in heavy traffic Zones like shopping Malls, Multiplexes, Hotels,
Airports, and Railway platforms etc.
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PLANT LOCATION
Register office :Old Ghuntu Road

Morbi 363 642
Corporate office :Old Ghuntu Road

Morbi 363 642
Marketing office :Ahmedabad

Delhi
Mumbai
Hyderabad
Factory Location : Servey No.650 & 651

Old Ghuntu Road
Morbi 363 642
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MARKETING
Marketing and support
We introduced our salves as a largest Victrified tiles manufacturing company

in India. We had started production of Victrified tiles under brand name "GranoLite"
in 2004. We proud to have a fully automatic ultra modern plant having spacious press
& one of the longest kiln. Fully computerized plant provides a boost along with a
customer focus approach to marketing. We achieve ISO 9001-2000 certificate. We
supply products to leading company in India & Exports to various countries in Abroad
also and having largest dealers network in India and Abroad to satisfy the customer
requirement.
Our Brand “GranoLite” is today become symbol of quality, service and

innovation not only in the domestic market but even in the international market. With
increased capacity, increase in turnover and a growing domestic and exports market,
"GranoLite" is one of the leading Victrified tiles manufacturing units in India &
Abroad also.
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QUALITY POLICY
Being an ISO 9001:2000 & ISO 14001 Certified Company Deco Light
Ceramics Ltd each of the product guarantees World-Class Quality in the most Eco
Friendly way.
All the measures are taken and monitoring at every stage of the process is
carried out to conform to ISO Standards. Any nonconformity is immediately removed
without any alteration. The Company is conformist and sticks to the Quality Policy.
“We take every step to maintain the Quality of our products, not just to follow
the ISO Standards, but it is the Quality of products only that separates ‘Granolite’ from
the competitors. However, to maintain the Quality of the finished product, the process
starts from the purchase of raw material. Homogeneousness of the Raw Material &
Timely Delivery is at the top in the priority. We have developed a Quality Policy based
on ISO Standard and that is known as NO COMPROMISE POLICY”, says Mr.
Jayantibhai Pethapara, Head Production.
The World-Class Quality has attracted International Markets and today Deco
Light Ceramics Ltd is exporting to Sri Lanka, Korea, Canada, U.A.E., Iraq, Oman,
Malaysia and African Countries.
95
DISTRIBUTION CHANNEL
PRODUCERS
AGENTS
WHOLESELLERS
RETAILERS
CONSUMERS
96
INTERNATIONAL MARKET
With more than 5000 Channel partners across the country today Deco Group
is truly has established the Connections through which the Success Flows. Like the
human body, the Company has trusted Business Partners who have full respect & trust
in our Products & Services.
“For a company delivering goods through Hybrid Marketing System, Clean

policy plans most Important part as the Channel Partners must receive good
compensation as well as the cost to the Customer must be affordable. Therefore, the
Company takes immense care in designing the Policy for the Channel Partners and the
more importance is given to Principles before Monetary Benefits,” Says Mr.
Jayantibhai Pethapara, Head, Marketing.
88
97
EXPORT
The world-class quality has attracted international market and today. The
company is exporting to Srilanka & African countries.
Support system
Decolight ceramic ltd. Strongly belives that “The will to win is worthless if
you do not have will to help your business partners succeed.”
The company has adopted a support system from the marketing management
program named BREP (Business Relations Enhancement Program). This program
allows us to take care of our business partners right from conveying the gratitude to
upgrade them by new products & information. Moreover, the representative of the
company visits every affiliated company for the feedback and the suggestions so that
the company can provide services accordingly.
The company also supports the business partners for advertising support such
as print media electronic media, ceramic exhibitions, Buyer seller meet, local ads, and
hoarding etc. The company also arranges Distributors meet on timely basis to builds the
brand image. Because “If we can builds trust in our business associates towards our
brand, then we can always achieve big success by collective efforts”, says Mr.Mayur
pethapara, Head, customer support.
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Personnel
H i e r a r c h y
T o p M a n a g e m
B o a r d o f
D i r e c t o r i e s
a n d
M a n a g i n g
D i r e c t o r i e s
G e n e r a l M a n a g e r
D e p a r t m e n Mt M a an na a g g e e m r e n
M i d d l e
r
w e
S u p e r v is o r , S u p e r i n t e n d e
Lo
W o r k e r s O r C l e r k s
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TOP MANAGEMENT
Top management consists of those executives who have the authority to take
important policy decision. Top management is referred to as top level or highest
level.
The executives of the company are as following:

(1) Shilpang S. Karia (Proprietor)
(2) Girishbhai.m.pethapara (Managing Director)
(3) Kantihbhai.m.pethapara (Board of Director)
(4) Jayntihbhai.m.pethapara (Board of Director)
(5) Mayurhbhai.k.pethapara (Board of Director)
(6) Hitesh S. Mehta (Company secretary)
MIDDLE MANAGEMENT
Middle management which links top management with lower management

consists of departmental heads such as purchase manager, sales manager,
production manager and other exports possessing specialized knowledge or skills.
LOWER MANAGEMENT
It is the lowest level in the structure of management. The foreman and

supervisor are include in the lower level and therefore it is sometimes known as
supervisory level.
100
Training
• Objectives of company
• To improve the efficiency of the employee.
• To increase productivity by imparting knowledge about the correct

method of work.
• To increase the skill of the employee and thereby help them in getting
promotion.
• To develop all the potentialities of the employee so that manpower

planning may prove a success.
• To inculcate in the minds of the employees favorable attitudes to work.
Method of training
• On the job training

• Apprentice training
• Vestibule training
• Internship training
RESEARCH & DEVELOPMENT: -
101
For any other company the research is very important factor of the company
to have prestige in the market and the company has its own research center. There by
computer they take charge about every thing and search new techniques to increase the
production of the company. This also helps in improving the quality of the fans.
Due to this new development can be done. It helps in producing new deigns,
styles and variety of the product.
PROMOTION AND ADVERTISING CAMPAIGN
1. GOOD REPUTATION: -
Good Reputation of the company effects very much to it because if there were
a good reputation of the company it would be very useful for the company to sale its
product easily in the market.
Decolight ceramics ltd. has also a same kind of reputation in the market so it
is becoming very helpful to the company. The prestige of this industry is very good in
the market.
I) COLLABORATOR: -
There are also collaborators of such companies, which are main and the
company is a branch of that collaborator and helps its branch for the prestige of the
company.
In the same way Decolight ceramics ltd. has also collaborator, which is fans
and Blowers Company, which helps for the reputation and it is the main branch. So we
can say that it is also a good sign for the future.
II) ADVERTISEMENT: -
102
For Marketing advertisement is necessary. But Decolight ceramics ltd. is old
reputed company so it sales its product through salesman. So not much marketing is
necessary for Decolight ceramics ltd. They can easily sale their product and can earn
profit on the material sold.
Though the company gives advertisement in local newspapers and some

national leading magazines, newspapers. And no measure expense is done by other fans
and blowers industries.
Finance
103
SOURCES OF FINANCE
CLASSIFICATION HAVE FINANCIAL
REQUIREMENT:
1. SHORT TERM. (LESS THAN YEAR)

SOURCES:
1. Customers
2. Bank.
3. Public department
2. MEDIUM TERM. (BETWEEN 1 TO 5 YEARS)
SOURCES:
1. Bank
2. Loans
3. Financial institutions
3. LONG TERM. (MORE THAN 5 YEARS)
SOURCES:
1. Shares
2. Debentures
3. Long term loans
4. LOAN FINANCE:
1. Cash – Credit from commercial banks
2. Overdraft
3. Letter of credit
4. Current credit account
5. Bill discounted
6. Export packing cr
5. SOURCES FUNDS:
104
1. Equity share capital
2. Preference share capital
3. Debentures
6. INTERNAL FINANCE:
1. Retained Earning
2. Depreciation
7. BANKS:
1. HSBC
2. CANARA BANK
3. TEXTILE CREDIT BANF
4. CITIBANK
5. STATE BANK OF INDIA (SBI)
CAPITAL STRUCTURE
105
RAW WORKING
MATERIAL PROCESS
FINISHED
CASH
GOODS
SALES
106
Decolight ceramics total sales during the year 2004-05 was
16.99cr. And after some effort it is increase and become 40.12cr in
year 2005-06.
Particular 2005-06 2004-05

Sales 40.12 16.99
45
40
35
30
25
20 Sales
15
10
5
0
2004-05 2005-06
107
Social responsibility
Towards consumer & community
108
Production of cheap and better quality goods and services by developing new
skills, innovation and techniques, by locating factories and markets at proper places
and by rationalizing the use of capital and labour.
Leveling out seasonal variations in employment and production through

accurate forecasts, production scheduling and product diversification
Deciding priorities of production in the country’s interest and conserving

natural resources.
Avoiding ostentation.
Honoring contracts and following honest trade practices.
Towards employees & workers
A fair wage to the workers, which is possible only when the businessman is
to accept a voluntary ceiling on his own profits
Just selection, training and promotion.
Satisfying condition of work and social security measures
Good human relation.
Freedom, self-respect and self –realization A businessman should devote his

knowledge and ability not only to making his workers like more affluent, but also to
making it more satisfying and rewarding. There should be awareness that the quality
of man’s life is as important as the quantity of his material wealth.
Increase in productivity and efficiency by recognition of merit, by providing

opportunities for creative talent.
Towards shareholders and business
• Arousing interest in the shareholders to adjure high dividend so that enough profit
may be ploughed back for innovation and expansion.
109
• Fairness in relation with competitor. Competition with rival businessmen should
always be fair and healthy based on rules of ethics and fair play rather than on rules
of war face.
I. Maintaining a balance between heavy industry, small industry and cottage

industry.
II. Helping growth of professional management.
Towards the state
• Maintaining impartiality toward the political affairs.
• Observing all the law of land which may have objectives:
I. To provide direction to the economic and business life of community.
II. To bring about harmony between the limited enterprise interest and the wide
social interest of the country.
III. To provide safeguard against errant business practice.
IV. To prevent exploitation of the worker partner in business such as employee,

minority, shareholders, etc.
CONCLUSION
SWOT ANALYSIS
110
(1) Strength:
The promoters are experienced as they are in the glazed tiles business from
than five year and vitrified tiles business since last two years.
• Setting up wind turbine generators will reduce the power cost substantially
making the unit more competitive.
• Existing large plants were set up in the era, when the custom duty on plants and
machines were very high. Capital cost of the company can vis-à-vis earlier
plants is, therefore lower.
• For ACP plant, the product is still is nascent stage and the market is growing
and it is being construction material the company can use its existing marketing
and selling set up.
(2) Weakness:
The complete project is dependant on the success of LPO, if the LPO does not
bring expected results then the company is planning to drop the idea of ACP and wind
power generator ALSO it will go for construction of new administration building.
• Also the ACP plant would continue to be exposed to risk from changes in
building construction technology, new product, competition and other market
conditions.
• The WTC project would be exposed to regulatory risks from electricity board
the risk of continuous grid availability and also the risk on account of proper
and continuous wind availability over a longer periods
(3) Opportunity:
India has abundant qualitative raw material and cheap labour. Its geographical
location is highly suitable for international tread.
• Internationally with a 20% annual growth, the tiles is the fastest growing
segment in the ceramic tiles industry, accounting for nearly 10% of the over all
tiles production across the world.
111
• In India, this segment is still in its nascent stage of growth with only few
manufactures. Thus poised to see a lot of action in the near future.
(4) Threat:
The biggest threat facing this project is the increased capacity expansion in the
vitrified tiles market. Many new players are entering the vitrified industry and the
players are expanding capacity.
• During 2003 – 2004, Chinese tiles worth R.s 10000 lacks were dumped in the
Indian market.
• This year it is expected that dumping may well cross 200% market to R.s 3000
lacks. This will undoubtedly put a lot of strain on the local market, and in along
run, may even throw some of the player out of business.
• The unorganized sector, the Indian ceramic industry contributes R.s 100000 to
the exchequer yet it faces threat of a slow down and ultimate closure due to the
massive dumping of cheap vitrified tiles by Chinese manufacture.
BIBLIOGRAPHY
1. PRINCIPAL OF MANAGEMENT BY TRIPATHI & REDDY

2. PRINCIPAL OF MANAGEMENT BY YK BHUSHAN
112
SOURCES OF INFORMATION
1. www.decocovering.com.
113
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