Perception of consumer &

dealers on
Videocon d2h
A project
undertaken at
Videocon Industries
ltd
75-76, Saket Mall Bye Pass
Road, Agra

SUBMITTED TO:
SUBMITTED BY:

Mr. Amit Jain

Varun Katara
Marketing Manager
(V sem)

BBA

Videocon Industries ltd.

RATM

ACKNOWLEDGEMENT

An undertaking of this type is a result of contribution received from a

number of people. Never can this report be claimed as my individual
effort. No amount of words written will be sufficient and adequate to
acknowledge all the people who have provided me with the inspiration,
guidance and help during the preparation of the project. Therefore I
extend my deep sense of gratitude towards them.

I am extremely grateful to Mr. Amit Jain, (marketing manager), who

always supported me during my summer training. I am also thankful to all

other head of departments of company for their kinds cooperation who

always helped me in proving the required information whenever needed.
Finally I Regret that it is not possible to list all those who helped me to
make this project possible. I pay my thanks and regard to all of them who
are directly or indirectly involved in me for this project.

Varun Katara
Rajiv Academy for
Technology &
Management

PREFACE
Industry exposure is the most crucial part of the management
studies in which a student is able to synchronize his technical
knowledge with practical knowledge gained in the any of the
organization.

I chose the project title D2H a New Beginning in Videocon

Industries

Limited,

Agra

which

is

great

learning

experience.

I hope that the words of projects will communicate the actual of

experienced gained with subtlety and precision, which is
unapproachable, by any other means.

Anybody can do a work but very few can excel it and

they are said to be repository of expertise skills of that
work

CORPORATE PROFILE

Videocon Industries Limited is one of the biggest business conglomerates in

India. In 1979 Late Mr. Nandlal Madhavrao Dhoot started this business with great
vision. His vision reflects his ideology for business

Videocon founder Late Mr. Nanadlal M Dhoot

Vision And Mission

To delight and deliver beyond expectation through ingenious strategy, intrepid

entrepreneurship, improved technology, innovative products, insightful marketing and
inspired thinking about the future.
We can feel this vision while working with the Videocon also. This group is
working very aggressively under the guidance of current Chairman Mr. Venugopal
Nandlal Dhoot & Vice chairman and Chief executive Officer Mr. K R Kim. This
group has good presence in various sector but consumer durables is its major
business.

To increase the existing market share the company has launched its consumer
retail chain DIGI World in major cities of India. There is availability of five major
brands of Videocon Group. These all brands have good image in the mind of the
consumers. These megastores have got good starting. There are almost 16
shops have been launched so for. Mr. K R Kim, CEO of Videocon Group has told in
an interview they are focusing on almost 200 shops all around in India.

These megastores give a lot of boost to the existing networks of distributors,

direct dealers and sub dealers. These stores mainly exist in major cities like
Mumbai, Delhi, Gurgaon and Ghaziabad etc.

There are many reasons to open these megastores. As the company is adopting
aggressive marketing plan for increasing sales so they are focusing on many
dimension of marketing. Among them is increasing brand visibility, for increasing
this they are working to do so. DIGI World is one of the initiatives taken by the
new CEO Mr. K R Kim. There are several stapes have been taken from this former
CEO of LG. During his tenure in LG this man has made miracles.

COMPANY OPERATION

Videocon is the biggest Indian company. In consumer durables field this company
has great reputation in market and among customers. Other two major players

LG and Samsung are Korean player that rock entire Asia by their technology. But
in India, Videocon not only give them strong challenge but also holding the 2 nd
position

in this sector.

Now Videocon group is unfolding its wings to fly in the sky of the globe. For this
they are entering in the different segment also.
The Videocon group emerges as a USD 2.5 Billion global conglomerate continuing
to set trends in every sphere of its activities from a conference room sized
assembly line in 1979.

Today the group operates through 4 key sectors

Consumer Electronics, Home Appliances & Compressor manufacturing in

India
We enjoy a pre-eminent position in terms of sales and customer satisfaction in many of our
consumer products like Color Televisions, Washing Machines, Air Conditioners,
Refrigerators, Microwave ovens and many other home appliances, selling them through a
Multi-Brand strategy with the largest sales and service network in India. Refrigerator
manufacturing is further supported by our in house compressor manufacturing technology in
Bangalore.

Display industry and its components

With the Thomson acquisition Videocon has emerged as one of the largest Color Picture Tube
manufacturers in the world operating in Mexico, Italy, Poland and China, continuing to lead
through new innovative technologies like slim CPT, extra slim CPT and High Definition 16:9
format CPT.

Color Picture Tube Glass

Videocon is one of the largest CPT Glass manufacturers in the world with a high
level of experience and technical expertise operating through Poland and India.
Videocon will leverage on this synergy after the Thomson acquisition to internally
source glass for its CPT manufacturing increasing efficiencies and lowering costs.

Oil and Gas

An important asset for the group is its Ravva oil field with one of the lowest
operating costs in the world producing 50,000 barrels of oil per day. The group
has ambitious plans for expansion in this sector globally.

Brand Basket

Tie-ups with Global Leaders

Partner

Product

Nature Of Tie-Up

Samsung Electronics

Fly Back

Technical Support

Transformers, Tuners
Matsushita Electric

Washing Machine

Technical * Collaboration

Matsushita Electric

Air Conditioner

Design & Drawing

Matsushita Electric

Refrigerator

Design & Drawing

Sansui Electric Co. Ltd

Audio Products

ODM for Indian Market

and Colour TV
Techneglas

Glass Shell

Technical Collaboration

Akai

Audio Products

ODM for Indian Market

and Colour TV
Hyundai

Colour TV

ODM for Indian Market

Electrolux AB Sweden

Refrigerator,

1.ODM & Indian Market

Air Conditioner and

2.Sourcing of components for

Washing Machine

Global Market
3.ODM for Global market

HISTORY & MILESTONES

This is started in 1979 but it curved it shape in 1987 by starting manufacturing of
color Television and Washing Machine. These two products made major impact
on Indian consumers. Gradually Videocon became the brand of India.
After that Videocon never looked back and in year 1989 they launched Home
Theater System and Air Conditioner for India. There were only very few player in
that market like Philips, BPL, Crown, and Bush etc but among them Videocon
successfully made his position.
In year 1991 they started manufacturing of Refrigerators and Air coolers. Till
then Videocon Washing Machine became important product in Indian market.
In Videocon there was sea change came in year 1995, when they decided about
manufacturing of CRT shell. From here Videocon made a significant change in its

policy. They focused on the manufacturing of components which could generates

more revenues and help them to keep their product cost low.
In year 1996 they entered in the field of the small home appliances, they started
production of mixer and juicer, dice washer, iron, toaster.
First time after its inception Videocon diverse its business and selected a new
field of energy by entering into the business of Oil and Gas.
In 1998 they started manufacturing of compressor and compressor motor which
help them to reduce cost of the refrigerators and air conditioners.
One of the major achievements comes into the history of the Videocon when
they took over Philips India plant. Here Videocon made a significant impact on
the Indian corporate.
This was time when Videocon wanted spread

its wing for global business by

acquiring Thomson color picture tube business in year 2006. In the same year
they took over Electrolux three plants.

MANAGEMENT OF THE ORGANISATION

Mr. Venugopal Nandlal Dhoot is the current Chairman of the company. Under
his leadership Videocon is increasing its height of business. Mr. K R Kim is Chief
Executive Officer of its consumer durable business. There is a Board of Directors
in Videocon that keeps the company on the path of success. Name of the
directors are following

Mr. Venugopal N Dhoot

Mr. Pradeepkumar N Dhoot
Mr. K C Srivastava
Mr. Kuldeep Kumar Drabu
Mr. Satyapal Talwar
Mr. S Padmanabhan
Maj. Gen. S C N Jatar
Mr. Arun L Bongirwar
Mr. Didier Trutt (Nominee - Thomson S.A)

 Mr. Johan G Fant (Nominee - AB Electrolux (Publ) )

Mr. B Ravindranath (Nominee - IDBI Limited)
Mr. Ajay Saraf (Nominee - ICICI Bank Limited)

STRUCTURE OF THE ORGANISATION

As they are in many businesses with multiple brands so they have adopted
MATRIX STRUCTURE. For each and every department they have clear
guidelines. Job responsibilities are quite clear. All the employees are accountable
for their job. In this organization rule regulation are pre defined and flexible. E.g.
In all branches all over India there is a Branch Marketing Manager, he/she has to
report two bosses one Branch Operation Head and Regional Marketing Manager
for his all activities.

FUNCTIONAL AREAS

As any other company this company has many functions each and every function
is very important for the organization. Major functional areas are followings

Financials Functions
In this they practice all the function of the finance. But major are followings
Control over all cash inflows and outflows.
Taxation
Tight control over miscellaneous expanses

Marketing Function
In this they practice every possible thing which develop and build the image of
the company. Major activities are followings
Branding
Advertisement
Marketing Intelligence
About Competitors
About dealers, sub dealers and distributors
Measuring impact of the marketing activities like
Road shows

Canopies
Canter Activities
Dangler hanging, Postering and In-shopping
Advertisement in print & electronic media

Taking feedback of the dealers and distributors about advertisements

Design new marketing ideas to create awareness and image building

Production And Operation

In this area they use only one slogan
Reduce cost, gain market but never compromise with quality
Major functions are followings
Control over inventories (not more than 3days)
Reduce wastage
As this company is eco friendly, so they practice it in their production line
also.
Energy efficiency
Use non conventional energy sources also (solar and wind energy)

Information Technology
Now information is the business, this line is in practice in Videocon. They
provide best possible information facility to their employee. They have
their own intranet network inside the organization. They have vgmail.in. It
gives employee to work from house and give direct contact to the head
office. Company provides enough facility to its employees to work inside

and outside of the organization. These facilities make them efficient and
faster to work proper and within given time. For all other information they
have Videoconworld .com also. It is the biggest source of information for
internal and external customers. This site does not only give the proper
information about the company but also give information about industry
as well as. They have trend analysis of the industry which gives the
visitors more satisfy to visit the site.

Human Resource
As this company is stiff challenge from their competitors so they are
focusing to recruit people with passion of work for organization and they
must have combination of creativity and knowledge of how to implement
plan properly.
Selection of right kind of people for right kind of job
Training
Creating positive atmosphere for work
Enrich employee efficiency for productivity
Rate employee for their performance
Time to time development program for employee

Others

There are few more functional areas also which are supporting other major
functional areas.

Logistic
This company has many MOD agreements with Sansui, Electrolux, Kenstar,
Kelvinator and AKAI. There is complexity for logistic department. They are
responsible for dispatching all goods on time. They are very important for the
company and its logistic policy. Its Integrated Logistic Policy for all the products
and all brands is very useful. Their few rules are following
1. Delivery of all orders within 24 hours
2. All products should be delivered in proper condition
3. There must not be any mismatch in delivered and ordered goods
4. Defective good must be taken back to official warehouse

Quality Management Initiative

This company follows ISO 9001 as its quality tools as they are work in very
competitive environment so there is very less chance of error. By implementing
ISO standards they are able to reduce the cost of its product to give competition
to its competitors. They never forget that safety and health concern about its
employees. So they can work in such atmosphere which enhances their
productivity.

VIDEOCON IN CONSUMER DURABLES

CEO Mr. K R Kim

Videocon is major Brand in Consumer durables in India. Under the leadership of

CEO Mr. K R Kim, company has reached at the 2 nd position in Indian market. The
company is started its operation in year 1979 with consumer durables business.
Slowly and gradually this company gets 2nd position in Indian consumer durables
market. There were several players in the market like Philips, Bush, Crown,
Uptron, Kelvinator, BPL, Sony etc. After 1992, there were many foreign players
entered in Indian market like Samsung, Canon, LG, Sanyo, Electrolux, Thomson,
Panasonic, Sansui, Akai, Toshiba etc. These foreign players uprooted all the
Indian players but not Videocon. With the continuous R&D, Quality, large dealer
Network and after sales service make a strong place for Videocon among Indian
customer.
Later Videocon has created not only its brand but also support few brands also.
They signed MOD (Marketing Operation and Distribution) Agreement with
Electrolux AB, Sansui, Akai, Hyundai, Toshiba etc. They not only support these
brands but help them to grow in Indian market. Presently there are six major
brands in the basket of Videocon.

1. Videocon
2. Electrolux
3. Kelvinator
4. Sansui
5. Akai
6. Kenstar
All these six are very strong brands they not only give competition to LG,
Samsung etc but each other also. These brands do well in Indian market as
well as in global market also. Few brands are even brands with superior
technology but Videocon treats them as their own brands. There are following
detail of the brands.

VIDEOCON GROUP LOGO LOGIC

( Old Logo )

( New Logo

Videocon Group, the Rs 5,000-crore conglomerate, has embraced a new brand

identity. The brand has shed its solid steel 'V' for a more fluid, lava like 'V',
coupled with a new proposition 'Experience change'. Prior to this, the brand has
banked on other propositions, such as 'Technology for health and pleasure',
'Bring Home the Leader', 'New Improved Life', 'The Indian Multinational',
'Whatever role life gives you, play it big', as well as the most recent one, 'Eco
Logic for sustainable life'. The company unveiled its new tagline recently, at an
event promoting the 2009 chapter of the IIFA awards. The new logo was unveiled
in San Francisco, by the Videocon brand ambassador Shah Rukh Khan.

INDUSTRY ANALYSIS
ON
DIRECT TO HOME (DTH)

CONTENTS

Chapter
1. Introduction
2. Product lines and consumer behavior
3. Growth of the industry
4. Technology of production and distribution
5. Marketing
6. Innovation
7. Strategies and competition in the industry
8. Critical success factors

Appendices

Cha
pter-1

Introduction
Overview of the Industry

The history of Indian television dates back to the launch of doordarshan, Indias
national TV network in 1959.

The transmission was in black & white. The 9 th

Asian games which were held in 1982 in the countrys capital New Delhi heralded
the mark of color TV broadcasting in India.

In 1991, Indian economy was

liberalized from the License Raj and major initiatives like inviting foreign direct
investments, deregulation of domestic business emerged. This lead to the in flux
of foreign channels like Star TV and creation of domestic satellite channels like
Sun TV and Zee TV. This virtually destroyed the monopoly held by doordarshan.
In 1992, the cable TV industry started which lead to revolution.
Every city in the India had a complex web of co-axial cables running through the
streets with a new breed of entrepreneurs called as cablewallahs or Local Cable
Operators (LCO) taking in charge of distribution. The film industry was shocked
by this sudden growth and there were even organized protests for calling off the
Cable TV industry. There were simply too many cable operators in the country
and the channels had a difficult time in getting its returns as the existing system
was a non-addressable and the operators could simply give a reduced number of
subscribers to amass profit. This lead to the emergency of a new breed of firms
called as Multi System Operators (MSO) who had heavy financial muscles to
make capital investments. . The MSO industry became highly monopolistic which
warrants government participation to ensure competition.
Later on, the United Front Government had issued a ban on use of ku band
transmission. After a change of government, the ban got lifted finally in 2001 and
TRAI issued the guidelines for operating DTH. Countrys first private DTH license
was awarded to Dish TV in 2003 which started operations in 2004. Prasar Bharati
also started its product DD-Direct+.
DTH Digital TV system receives signals directly from satellite through the dish,
decodes it with the Set-Top Box and then sends stunningly clear picture and
sound to TV which is the business under taken by some companies by observing

the rate of growth and scope for business & opportunity in the Indian market
which has 120 million viewers of TV.

With the Indian economy growing at a GDP growth rate of 7.4%, there is a sense
of growth prevailing every where. The average Indians disposable income and
purchasing has risen to never before levels. The Indian entertainment and media
industry is not far behind. It is currently estimated at a worth of Rs.450 billion
with a CAGR of 18% over the next 5 years. Terms which were alien to Indians like
capital DTH, digital cables, IPTV are suddenly finding presence in the countrys
journals.
In 2007, TRAI proposed a new initiative by name Head end-In-The-Sky (HITS)
Model as an alternative to the existing cable distribution. Instead of the MSOs
providing the bundle, there will be a single HITS operator who will prepare the
bundle of channels and beam it to the Headed in the satellite. The LCOs can
receive this digitalized bundle and deliver to the individual homes. With HITS,
country wide implementation of CAS becomes instantaneous and cost-effective.
This

benefits

both

the

broadcasters

and

the

customers

by

ensuring

Addressability, Better quality of service and increased number of channels.

Another emerging trend is the IPTV which is yet to be regulated and one can
expect lot of action in this sector.
According to a report on Direct to home (DTH) service, it predicts that India
would overtake Japan as Asias largest DTH by 2010 and be the Asias leading
cable market by 2010 and the most profitable pay-TV market by 20015.

List of players in the industry

Doordarshan (DD-Direct +) of Prasar Bharati comprising of 33 FTA

channels and 12 All India Radio Channels.

Dish TV of ZEE group.

Tata Sky joined venture between Tata and Rupert Murdochs Sky TV.

Sun direct of Sun Network.

BIG TV of Reliance Anil Dhirubhai Ambani group.

Airtel digital TV of Bharati telemedia

Videocon d2h of videocon industries

Categorization of players in the industry

Government owned player: DD Direct+.

Private players: Dish TV, Tata Sky, Sun direct, Big TV, Airtel digital TV, Videocon
d2h

Brief profile of players in the industry

DD DIRECT+
Doordarshan 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. On September 15 2009, Doordarshan celebrated its 50th
anniversary.
Doordarshan had a modest beginning with the experimental telecast starting
in Delhi on 15 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 Bombay (now Mumbai) 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.

National telecasts were introduced in 1982. In the same year, color 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. 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.

DD Direct+ is a free Direct to Home (DTH) service that provides satellite

television and audio programming to households and businesses in the Indian
subcontinent. Owned by parent company Doordarshan, DD Direct Plus was
launched on December 16, 2004. Now chairman of DD plus+ is Shri Arun
Bhatnagar and CEO is B S Lalli under the ministry of information and
broadcasting.

Dish TV
Dish TV is the first private DTH satellite television provider in India, using MPEG2 digital compression technology, transmitting using NSS Satellite at 95.0. Dish
TV's managing director and Head of Business is Jawahar Goel who is also the
promoter of Essel Group and is also the President of Indian Broadcasting
Foundation and Mr. Subhash Chandra is the Chairman of Dish TV. Dish TV is a
division of Zee Network Enterprise (Essel Group Venture). EGV has national and
global presence with business interests in media programming, broadcasting &
distribution, speciality packaging and entertainment. Zee Network incorporated
dishtv to modernize TV viewing. By digitalizing Indian entertainment, this
enterprise brought best television viewing technology to the living room. It not
only transmits high quality programmes through satellite; but also gives a
complete control of selecting channels and paying
DTH service was launched back in 2004 by launching of Dish TV by Essel Group's
Enterprises. Dish TV is on the same satellite where DD Direct+ is. Dish TV started
its service in Pakistan with the collaboration of Budget Communication. Dish TV

was only DTH operator in India to carry the two Turner channels, Turner Classic
Movies and Boomerang. Both the channels were removed from the platform due
to unknown reasons in March 2009.

Dish TV uses NSS-6 to broadcast its

programmes. NSS-6 was launched on 17 December, 2002 by European-based

satellite provider, New Skies. Dish TV hopped on to NSS-6 from an INSAT satellite
in July 2004. The change in the satellite was to increase the channel offering as
NSS 6 offered more transponder capacity.

Tata Sky
Tata Sky is a DTH satellite television provider in India, using MPEG-2 digital
compression technology, transmitting using INSAT 4A at 83.0.

Tata sky is

incorporated in 2004; Tata Sky is a JV between the TATA Group and STAR. Tata
Sky DTH endeavors to offer Indian viewers a world-class television viewing
experience through its satellite television service. Vikram Kaushik is present CEO
of Tata Sky Ltd. The TATA Group is one of India's largest and most respected
business conglomerates. It comprises 93 operating companies in seven business
sectors and diversified group: information systems and communications,
engineering, materials, services, energy, consumer products and chemicals. The
TATA Group has operations in more than 40 countries across six continents and
its

companies

export

products

and

services

to

140

nations.

The Group and its enterprises have been steadfast and distinctive in its
adherence to business ethics and their commitment to corporate social
responsibility. This is a legacy that has earned the Group the trust of many
millions of stakeholders in measure few business houses anywhere in the world
can match. The SKY brand, owned by the UK-based British Sky Broadcasting
Group, brings to Tata Sky the reputation of more than 20 years experience of
satellite broadcasting. SKY is well known for the innovative products and services
launched by BSky, such as DTH broadcasting in 1989, digital satellite
broadcasting in 1998, interactive television services in 1999 and the SKY+
personal video recorder in 2001. Tata Sky joins an international group of DTH

businesses that includes platforms as far apart as the UK and Italy in Europe, and
Mexico and Brazil in Latin America. Tata Sky Ltd is the First Indian DTH provider
to be awarded the ISO 27001:2005 accreditation, the ultimate benchmark for
information security. The assessment for the certification was conducted by
Intertek Systems Certification, the management systems registration business
unit of Intertek Group plc and is accredited by several internationally-recognized
accreditation bodies worldwide.
In October 2008, Tata Sky announced launching of DVR service Tata Sky+ which
allowed 45 hours of recording in a MPEG-4 compatible Set Top Box. The remote is
provided with playback control keys and is being sold with special offers for
existing subscribers.

Tata Sky was selected as a SUPER BRAND for the year

2009-2010 by an independent and voluntary council of experts known as Super

brands Council. It is the only Indian DTH to have won this distinction.

Sun Direct
Sun Direct is a DTH satellite television provider in India, using MPEG-4 digital
compression technology, transmitting using INSAT 4B at 93.5E. It is the
country's first MPEG 4 technology DTH service provider. Sun Direct is a DTH
service in India headquartered in Chennai, Tamil Nadu.

Sun Direct TV was

registered in February 16, 2005. However, the failed launch of INSAT 4C resulted
in a lack of transponders, delaying the launch. The service was finally launched
on December 2007 after availability of transponders from INSAT 4CR. Because of
the lowest pricing of any DTH in India Sun Direct spread rapidly all over the
country. On December Sun Direct was launched in Mumbai and announced its
pan India launch. By 2009 it became leading DTH provider with 3 million
subscribers. This makes it 4th largest DTH service provider of India. In April 2009
Sun Direct officially launched its High-Definition service in India.
Sun Direct uses the latest MPEG-4 based technology to increase broadcast
capacity.
Sun Direct provide next-generation services in fast-growing and emerging
markets quickly and efficiently.

Sun Direct selected Oracle based on its

convergent multi-service capabilities and proven real-time scalability allowing it

to consolidate billing operations, enables powerful new service offerings and
improves visibility into customer information across services.

BIG TV

Reliance BIG TV is a DTH satellite television provider in India based in Navi

Mumbai, using MPEG-4 digital compression technology, transmitting using
MEASAT-3 91.5east. It is the 5th DTH service launched in India. Reliance BIG TV
limited is a part of Reliance Communications Ltd., a subsidiary of Reliance Anil
Dhirubhai Ambani Group founded by the Late Dhirubhai Ambani, the Indian
business tycoon and owned by his son Anil Ambani. BIG TV started operations
from 19 August 2008 with the slogan "TV ho Tho BIG Ho" ("If you have a TV,
make it BIG"). It currently offers close to 200 channels and many interactive
ones, 32 cinema halls (i.e. Pay Per View Cinema Channels) as well as many Radio
channels. The company plans to increase the number of channels in the near
future to 400 and begin High Definition (HD) broadcast. It is the first Pan-India
DTH provider that uses MPEG-4 for broadcasting. There are also plans to
introduce services like i-Stock, i-News and other such interactive services in the
future.
Reliance BIG TV was launched on August 19, 2008 with the sole aim of providing
the consumer with quality and enriched home entertainment service at valuedriven pricing. Reliance BIG TV's launch in August was probably the biggest rollout in home entertainment ever and deployed the most advanced MPEG4
technology that enabled them to deliver best quality digital audio-video to the
consumer. It also got prepared for the future when Hi-Definition TV will be
launched in India because only MPEG4 technology can support HD TV and not
MPEG2 which is used by the earlier entrants in the DTH industry.
Reliance BIG TV's retailer network is spread across 100,000 outlets in 6,500
towns in India. This was literally unheard of in the DTH industry. They had
effectively out-stripped the competition here. When it came to pricing
packaging, their introductory offer stood at Rs. 1,490/- with 3 to 6 months of free
subscription. They also introduced 32 Pay-Per-View Movie Channels, the highest
by any DTH player.

Airtel digital TV
Bharti Airtel Limited is the flagship company of Bharti Enterprises and is Indias largest
integrated and the first private telecom services provider with a footprint in all the 23
telecom circles. As India's leading telecommunications company, the Airtel brand has
played the role of a major catalyst in India's reforms, contributing to its economic
resurgence. Airtel since its inception has been at the forefront of technology and has
steered the course of the telecom sector in the country with its world class products and
services.

Airtel Digital TV is a DTH (Direct to Home) service from Bharti Airtel. It uses
MPEG-4 digital compression with DVB-S2 technology, transmitting using INSAT
4CR 74E
Airtel digital launched on 8 October, 2008 with a 360 degree mega campaign
'Come Home to the Magic. Since then it has launched 2 other campaigns: Stars
come home (March 2009) and DTH Picture Clarity (August 2009) has increased
its channel base to 183+ channels. Airtel digital TV is now amongst the fastest
growing DTH brands in the country and is available across 5000+ towns in India.
It has also been ranked as the best DTH service by Living Digital magazine.
Airtel chief Sunil Mittal said that Airtel digital TV and other DTH players have a
bright future in Indian market as the people are getting more attracted towards
DTH because of its quality and affordability.

Videocon d2h

Videocon d2h is a DTH satellite television provider in India based in Mumbai,

using MPEG-4 with DVB S2 digital compression technology
Videocon Leasing & Industrial Finance Limited was incorporated on 4th
September, 1986 as Adhigam Trading Private Limited. In terms of the necessary
resolutions

Passed under Sec. 21 of the Companies Act, 1956, the name of the Company
was changed to Videocon Leasing & Industrial Finance Limited on 14th February,
1991.

The Company received a fresh certificate of incorporation from the

Registrar of Companies, Gujarat at Ahmedabad on 14thFebruary, 1991.

Videocon d2h launched May 1, 2009. it came with a very good strategy for
selling both of its electronic products like TVs DVDs along with the new set top
box. This is offering direct to TV with out any set top box also. Only the antenna
is enough, it also came with DVD which is connected directly to the TV or
antenna is connected to DVD which gives a best quality of out put.

Cha
pter-2

Product Lines And Consumer Behavior

Range of products

Set-Top-Box.
Head-Antenna.
Cable
DVD
Remote

LCD TV/PLASMA TV/CATHODE RAY TV/LED TV

Product description

SET-TOP-BOX:
The set top box comprises of the MPEG-2 OR MPEG-4 with DVB2 technology.

Head-antenna:
Antenna which receives signals directly from satellites,

Cable:
Cable connects antenna to the set up box

DVD:
One of the recent entrants into DTH industry is vediocon. This came with set top
box with DVD

ACCESS CARD:
The access card is another important thing in the set top box setup

Where the access card will receive the signals directly from satellite trough head
top antenna

LCD TV:
Some companies are offering the whole set of LCD TV with DTH connection
Ant in the case of cathode ray tubes and in case of PLASMA

Remote:
A compactable remote for both SET UP BOX and TV is used in operating both TV
and Set top box.

Complimentary Goods
LCD TV, DVD, CT TV, Cables, plus box, Ups, Home theaters, sound box, plastic
and paper which are used for recharge cards.

Substitutes
Local Cable Operators, Inter-Net which is bringing many facilities like live TV
channels, along with the net browsing, Theaters, radio stations, I pods.

Cha
pter-3

Growth Of The Industry

Rate of Growth
The DTH service market in India has emerged as one of the most lucrative
markets which have successfully resisted the impacts of the current economic
slowdown. The slowdown has certainly proved a boon for the Indian DTH industry
as people have now started to cut on their entertainment expenditure and
instead of viewing movies at theatres, they are preferring to stay at home with
their television sets.
With the Indian economy growing at a GDP growth rate of 7.4%, there is a sense
of growth prevailing every where. The average Indians disposable income and
purchasing has risen to never before levels. The industry is anticipated to add
nearly 5 Lakh subscribers per month during 2009 and the numbers are
forecasted to surge further at a CAGR of around 30% through 2012, "Indian DTH
Market Forecast to 2012". 20% annual growth is being witnessed in the DTH
sector in India with over 8.5 million households having digital pay-TV.
A report attributes that the anticipated growth to the efforts of DTH industry
players who are all trying to lure viewers by cutting down prices as well as
offering perks even though it translates into loss of Rs 1,600-2,000 on each new
subscriber acquired by them. They have started to offer a number of valueadded services such as 'movie on demand', live recording of TV content,
matrimonial match-making, etc.

Pattern of Growth

The big game is all about shaping up grandiose plans to master the winning rules
to garner as much portion of the Indian DTH pie as possible by a handful of
players. Since the DTH space denotes big value, akin to the space occupied by

television and telephony, inter-firm rivalries have thrown up price wars, discount
schemes, procurement of transponders, ambitious targets for improving the
subscription base, popular bouquet of channels, set top boxes with superior
quality of videos, improving content, etc as a desperate means to entice the
Indian viewer.
The pattern of growth is very difficult to determine because a business cycle
takes place in long term. But this industry is having very short period for making
or observing a business cycle.
The analysis that can be made is though the economic cycles is not continues
and it was in boom then when the industry started and now just the economy is
in recovering stage from the recession. Interesting factor is that all the industries
are hit seriously buy the rescission but DTH industry has reported growth
continuously but only it has slowdown the rate of its growth. Now the industry is
growing at 20% for every annum.

Growth Determinants

Demand constraints and SCAR are the factors which effects the growth of the
industry. Growth determinant and high TV sales increase the chance for more
sales of set top box which will effect the growth.

When the facilities of the

products increase it acts as a growth determinant.

The entertainment channels and the news channels players increase the growth
to opt the DTH. Some of the DTH players are bringing innovative plans like live
shopping, broad band, and etc will act as growth determinants.

Cha
pter-4

Technology

Of

Production

And

Distribution
Cost Structure
The costs incurred by the DTH players is mainly on its technology, satellite dish,
set top box accessory cards, Ku band transponders in the satellites, customer
premise equipment(CPE). The launch of satellites is another huge cost which the
DTH plays shares the transponders. And it costs them much than any thing.
Another cost incurred is on operating cost.
Economies of Scale
Economies of scale may be utilized by any size firm expanding its scale of
operation. The common ones are purchasing (bulk buying of materials through
long-term contracts), managerial (increasing the specialization of managers),
financial (obtaining lower-interest charges when borrowing from banks and
having access to a greater range of financial instruments), and marketing
(spreading the cost of advertising over a greater range of output in media
markets).
Cost Advantages
1] Direct customer relationship.
2] Better storage

3] Extensive use of resources.

4] Availability of labour at cheap rates

Economies of Scope
An economic theory stating that the average total cost of production decreases
as a result of increasing the number of different goods produced.
Often, as the number of products promoted is increased and the DTH players
used, more people can be reached with each rupee spent. These efficiencies do
not last, however; at some point, additional advertising expenditure on new
products will start to be less effective (an example of diseconomies of scope). If
a sales force is selling several products they can often do so more efficiently than
if they are selling only one product. The cost of their travel time is distributed
over a greater revenue base, so cost efficiency improves.
There can also be synergies between products such that offering a complete
range of products gives the consumer a more desirable product offering than a
single product would. Economies of scope can also operate through distribution
efficiencies. It can be more efficient to ship a range of products to any given
location than to ship a single type of product to that location.
Value added
Many players are using this DTH as the basis and giving many value added
services to the customers. Some of the players are giving best valued services
to the customers like Airtel gives live-news, home shopping, live gaming, broad
band, horoscope, radio, and etc. Tata sky is giving recording for more than 4
hours, and came with a differential strategy of Tata sky+ with other facilities. Big
TV is giving live with Big movies, Dish TV is giving live TV on the wheels, and
many other value additions.

Logistics

Logistics is still a nascent and fragmented industry in India. It is estimated that

while outsourced logistics accounts for 54% of total logistics spending in India,
organized players have only 10% of the pie.
DTH industry follows a good logistics which is as similar to the logistics which are
used buy automobile industry, for the effective management of the DTH industry.

Labour

Labours are included in every activity of the business, most of the people
working are not daily labours, they are employed and paid monthly in the form of
salary. DTH requires skilled labor like management executives, administrators,
software engineers, sales executives and attorneys.

Cha
pter-5

Marketing
Market segmentation, marketing strategies, marketing practices and marketing
concepts specific to the industry

Indian TV channel broadcast 15.7-mn advertisement every year, which totals to

362-mn seconds of TV advertisement every year. India currently has over 400
channels.
TV viewer ship has declined by 5% since 2001. TV broadcasters are expected to
go hike in advertisement rate this year by 16-18%. Market segmentation in DTH
industry mainly concentrates on women who dont like missing their daily soap
and news more ever women are able to learn English speaking which is a very
special feature of DTH. DTH also concentrates on children also by providing them
games, dictionary, some discovery videos specially inbuilt, maths, science and
social knowledge.

It also focuses on old people as it has updated videos of

various holy and religious places.

DTH uses different marketing strategies for promotion and sales of its product. It
gives advertisements with their brand ambassadors which attract customers,
door to door selling, on the phone selling, discount and offer sales, packages, etc
Marketing practices is a continuous process as the competition keeps increasing
among the players in the industry.
promoting there brands.

Each player is investing lots of money in

Many players are making advertisement with movie

actor and actress as brand ambassadors for their products because DTH is
mainly considered with entertainment.
Some of the companies like Tata sky is having Super Star Amir khan as brand
ambassador and Airtel is having many film stars like kareena kapoor,
A.R.Rehaman, saif ali khan, etc. Dish TV is also having Super Star Sharuk khan as
the brand ambassador.
Sun direct also uses southern actress for their brand promotion.

Marketing

practices are the decisions taken by the manufacturing company to increase

sales, expand themselves into many areas etc. Successful marketing practices
bring sale up, while unsuccessful marketing practices have no impact on sale or
negatively impact sale.Marketing concepts specific to the industry is primarily
targeted at a niche segment who buy the TV sets from the electronic retail
chains.

Cha
pter-6

Innovation
Types of innovation, concepts of innovation relevant to the industry, source of
innovation, rate of innovation and economies of scale.

The concept of innovation in DTH industry is INCREMENTAL innovation; every

thing that is done is due to constant research of many marketing and analysts to
bring many innovations to the existing products in the DTH industry. Incremental
innovation is the apt innovation which is suitable and all the DTH players are
concentrating up on.

This innovation makes the business to grow continuously and brings advantages
to the customers using the products and the service.

There are many sources of innovation for this industry as mentioned in the
above, the technology and the people are the main sources for the innovation.
Customers opinions and their needs can be served by providing a service which
is matching to their needs and requirements. In this days every company setups
its own R&D in its own company with very intelligent people for meeting the
expectation op the customer.
Digital TV, the DTH service from Airtel, has announced Indias first skin
integration innovation on its EPG screen in partnership with Yahoo. Yahoo takes
forward its latest brand campaign YOU in this first of its kind partnership where
an online portal will use DTH as a medium to promote itself.
The Electronic Programming Guide screen on Airtel digital TV is now completely
integrated with Yahoo Indias homepage. Customers will find a message Fill your
home page with all the things that make YOU when they log onto to the EPG
screen. A prompting Red Button will take them to a dedicated landing page that
elaborates the offerings on Yahoo Indias new home page. The YOU campaign
enables users to customized the home page as per their liking and empowers
them with the choice to integrate social applications such as Facebook with their
Yahoo homepage.

This whole idea was conceived by NetworkPlay, right from

design elements to execution and thanks to Mindshare for buying into the idea
and flawlessly helping people execute it.

Tata Teleservices Limited has announced a technological breakthrougha first-ofits-kind innovation in India with the launch of TATA Photon TV, a new application
that allows Tata Photon Plus subscribers to watch live television channels on their
laptops while on the move, and on their personal computers at home and in the
office. The Photon TV service is exclusively available to Photon Plus users. With
its growing popularity, Photon Plus has caught the admiration of millions of users
across the country, with its high-speed data access capabilities and the ease of
mobility.

TATA Photon TV is a personal computer- and laptop-based video-streaming

application, which allows Tata Photon Plus users to view live TV feed from various
sports, news, entertainment and regional channels, and to watch recorded TV
shows from the library (viz Coffee with Karan, Zoom, Pogo, etc), movies, music
and

videos

on

demand.

Internet Browsing charges will be charged as per your Photon+ tariff plan and it
would be applicable while viewing Photon TV. These charges would be over and
above the subscription charges for the Photon TV. (approximate data usage is 12MB per Min).

Rate of innovation in this sector is growing at a faster rate in the recent years
where as it is not very impressive before this period. The reason for this is the
fair competition between the all players in this DTH industry. It led to the
development of new products in this sector which also led to the diversification
of products as there is abolition of entry of foreign industries into Indian
industries initially. It also made the industries in this sector to establish their own
R&D departments for successful product innovations like Airtel Live, Vediocon
d2h.
The brand loyalty for each and every company is very high, so there is no need
of lot of costs to be pored in marketing and promotion of the service and product.
Every function that is performed by the players is a well planned and executed
properly.
So in all the areas those players are using the expertise people in the industry
and performing operations in DTH industry very economically.

Chapter-7

Strategies And Competition In The

Industry

Competitors, Strategies used in the industry, Porters generic strategies model,

porters five forces model and analysis using it, element of industry structure,
porters value chain model analysis, swot analysis, concept of generic value
chain, concept of growth share market matrix, company position .

Competitors
Every company has its own goal, every company wants to achieve and full fill its
goals, many companies like the big players in the industry wants to grab most of
the market share. Some of the companies want to achieve 10million customer
base by 2010 they are Dish TV, Tata sky, Sun direct, BIG TV etc.
The industrys objective is to achieve 60million customers buy 2012 i.e., nearly
50% of the present existing customers.

Strategies used in the industry

Technology transfer is one of strategy used in the industry and it is existence for
a long time. In recent decades, concerted effort has been made to exploit the
existing technology to a larger extent by transfer of technology, to generate
greater economic impetus. It provides opportunity to generate larger returns on
the investments made in R&D. Its importance lies in its ability to stimulate and
strengthen the innovation process.

Porters generic strategies model

Generic strategies were used initially in the early 1980s, and seem to be even
more popular today. They outline the three main strategic options open to
organization that wish to achieve a sustainable competitive advantage.

The generic strategies are: 1. Cost leadership, 2. Differentiation, and 3. Focus

1. Cost leadership
In the case of media products, means they should be offered at a price lower
than their competitors but with as good benefits, or, the unique benefits the
media products offer can over-offset the premium .

2. Differentiation
Differentiation in DTH refers to when a organization provides unique benefits to the users through
product innovation. This is to increase the probability of the media users to choose the product. A
media organization with a target user loyalty can concentrate more on how to
fully meet the target users needs rather than on product cost saving.

3. Focus
Focus strategy is also known as a 'niche' strategy. The clutter of ads has now
spilled out on the number of channel availability due to which people are spoilt
for choice. Thus Niche channels are the only way to maintain viewer loyalty.
TATA Photon plus is more niche oriented.

SWOT Analysis
STRENGHT
Growing number of player and competitive advantage.

Supply creates its own demand.

Brand name
Service and flexibility.

WEAKNESS
Skilled labour
Satellite technology
Signals
Viewer migration.
Uncertainty in viewer ship.

OPPORTUNITY
Technology
Distribution
Innovation
Value adding

THREAT
Economic downturn.
Climate
Radio
Cinema halls
Broad casting of channels

New entrants

Porters five force model

The five forces which one must consider to analyze any industry are the rivalry
between the firms within the industry being analyzed, the bargaining power of
buyers, the bargaining power of suppliers, the threat of substitute products or
services, and the threat of new entrants (also known as barriers to entry). They
are also shown in the diagram below. Initially propounded by Harvard Business
School Professor Michael Porter, the Five Forces framework has been accepted as
a strategic framework which one can apply to analyze any industry.

Threat of substitutes
DTH gives stiff competition from the terrestrial, cable & IPTV. As per the industry
estimates, there are 130 million TV homes of which 71 million are served by
cable and around 6 million served by DTH with the remaining taken by terrestrial
transmission. As IPTV is a new entrant there is not much data on its subscriber
base.

Bargaining power of suppliers

DTH industry relies on three major suppliers. Customer premise equipment (CPE)
Comparing of the satellite Dish, Set Top Box with the necessary Access Card, the
Ku band transponders are obtaining satellites and content. With India set to
overtake Japan as Asias largest DTH by next year, the bargaining power of India
DTH operators with CPE suppliers have been steadily increasing.

Bargaining power of buyers

With enough operations to choose both from the point of alternate mediums like
cable, IPTV and terrestrial broadcast and from the point of increasing DTH
operators, the consumer is at his will to decide. Customers will continue to have
a high bargaining power until DTH platforms try to differentiate them as superior
players with better content and clarity.

Rivalry among existing firms

With 3 operational players and 4 players in the queue, inter firm rivalry is quite
high.
The competition from state owned DD-Direct to private players in negligible from
the content point of view as the number of channels offered by DD-Direct is very
limited. However, DD-Direct does not change any monthly subscription charges.
Between Dish TV is Tata Sky there is an intense rivalry exhibited by price war and
discount schemes offered to new connections. Being the first mover, dish TV had
price advantage in both the STB offers superiors DVD quality Video to its
advanced STB.
While Dish TV is planning to spend Rs. 850crs over the next 3 years, the rival
TataSky is willing to spend Rr.2000crs over the medium term. The companies
have also set ambitious targets with Dish TV aiming to reach 5 million
subscribers in the next 18 to 20 months while Tata sky aiming to reach 8million
subscribers in the next 18 to 20 months while Tata sky aiming for 8 million
subscribers by 2012.

Threat of new entrants

With already 7 players space in the DTH space, threat of new entrants is low.
There is already enough competition which will discourage new firms to enter
this business. While getting a licensee is relatively easy, the barriers to entry are
high when it comes to pricing of CPE and getting the required transponder. There
is a definite, first mover advantage.

Analysis of the Industry using Porters value chain model

Porters value chain analysis is considered with the value analysis of the several
functions of the DTH industry, it makes to understand the importance of this
model to develop and add on value to the present features of the industry and
its functioning.
Value analysis says that an effective logistics should be undertaken to
commencement of the business in cost effective way. The most the cost
effective, the more value is added to the process.

It is noting but proper or

optimal use of the resources present and using the technology.

This value

addition is not only in the logistics, it should be carried in all areas of the
management, production, distribution and etc. Thus DTH industry can increase
its value addition to the customers and the features and of industry.

Concept of growth share matrix (BCG model)

The BCG GROWTH SHARE MATRIX is a portfolio planning model developed by
Bruce Henderson of the Boston Consulting Group in the early 1970's. It is based
on the observation that a company's business units can be classified into four
categories based on combinations of market growth and market share relative to
the largest competitor, hence the name growth share.

Under the BCG GROWTH-SHARE MATRIX, as an industry matures and its growth
rate declines, a business unit will become either a cash cow or a dog, determined
solely by whether it had become the market leader during the period of high
growth. While originally developed as a model for resource allocation among the
various business units in a corporation, the growth-share matrix also can be used
for resource allocation among products within a single business unit.
In the DTH industry when the market share is obtained then it is automatically
treated as the market leader, and also it needs maximum market share to
extent, when the market is not in incremental state then the growth rate of the
industry will retain. Again this industry follows all the variables in the all areas
till the both will come into normal level.

Chapter-8

Critical Success Factors

Appendices

MEDIUM

2008

TV

40.7

PRESS

46.9

RADIO

3.2

CINEMA

0.7

OUTDOOR 6.8
INTERNET 1.7

GROWTH RATE OF ADVERTISEMENT REVENUE IN DIFFERENT MEDIUM:

Medium
TV
Press
Radio
Cinema
Outdoor
Internet
Total

Year of growth in 2008(%)

22
18
40
50
14
45
20

Indian TV channel broadcast 15.7-mn advertisement every year, which totals to

362-mn seconds of TV advertisement every year. India currently has over 400
channels.
TV viewer ship has declined by 5% since 2001. TV broadcasters are expected to
go hike in advertisement rate this year by 16-18%.

MARKET SURVEY
AND MARKET
RESEARCH

How many dealers are

dealing with Videocon d2h ?
Yes
No

55
45

Market share

yes
no

45%
55%

Would you be interested in

dealing with Videocon D2H ?

Yes

65%

No

35%

May

0%

Be

70
60
50
40
30
20
10
0
yes

no

may be

Which of the following brands

is the first choice of the
customer ?

Videocon
d2h

05%

Tata Sky

70%

Dish Tv

10%

Airtel Digital
Tv

15%

70
60
50
40
30
20
10
0
Videocon d2h

Tata Sky

Dish Tv

Airtel Digital Tv

Which of the following brands

do you think has the best
margin ?
Videocon d2h

05%

Tata Sky

40%

Dish Tv

40%

Airtel Digital
Tv

15%

Airted Digital Tv

Dish Tv

Tata Sky

Videocon d2h
0

10

15

20

25

30

35

40

Which of the following brands

has the best after sales
service ?
Videocon d2h

0%

Tata Sky

70
%

Dish Tv

05
%

Airtel Digital

25
%

Tv

80
70
60
50
40
30
20
10
0
Videocon d2h

Tata Sky

Dish Tv

Airtel Digital TV

Which of the following brands

do you think has the best name
in DTH service ?
Videocon d2h

0%

Tata Sky

74%

Dish Tv

04%

Airtel Digital
Tv

22%

What is the perception about

the brand videocon D2H ?
Very Good

0%

Good

50%

Average

30%

Below
Average

20%

Market Share
Very Good

Good

Average

Below Average

20

50
30

Which of the following brands

gives you the most sales
volume in DTH service ?
Videocon d2h

20%

Tata Sky

30%

Dish Tv

20%

Airtel Digital
Tv

30%

35
30
25
20
15
10
5
0
Videocon d2h

Tata Sky

Dish Tv

Airtel Digital Tv

Having a good brand value in

home appliances &
electronics / and best
aesthetics in satellite TVs , to
what extant Videocon d2h will
be accepted by the customer ?
Very Good

0%

Good

45%

Average

20%

Below
Average

35%

50
45
40
35
30
25
20
15
10
5
0
Very Good

Good

Average

Below Average

Is recording feature required

for customer ?
Yes

15
%

No

70
%

May Be

15%

70
60
50
40
30
20
10
0
Yes
No
May Be

Feedback of customer about

brands? Videocon D2H
Very Good

0%

Good

50%

Average

30%

Below
Average

20%

60
50
40
30
20
10
0
Very Good

Good

Average

Below Average

Tata Sky
Very Good

90%

Good

10%

Average

0%

Below
Average

0%

Very Good
Good
Average
Below Average

Dish Tv
Very Good

20%

Good

75
%

Average

5%

Below
Average

0%

80
70
60
50
40
30
20
10
0
Very Good

Good

Average

Below Average

Airtel Digital Tv
Very Good

60%

Good

30%

Average

10%

Below
Average

0%

70
60
50
40
30
20
10
0
Very Good

Good

Average

Below Average

Objectives of Summer
Training

~ To make students aware of market where

exactly
They have to work (real work situation).
~ To create awareness in the students about
their
Strength & weakness.
~ To take actual feel of the environment in
which
Students have to survey
~ To observe actual challenges they have to
face in
Future in their stream they are adoting
for(specil
Isation).

RECOMMENDATIONN &
SUGGESTIONS
a)
Videocon holds good value in home
appliances in market thus it gives
positive result in DTH also.
b)
Videocon d2h should improve its
after sales service so that`s it can hold
its potential customer & attract more.
c)
Proper advertisement require to
create more awareness in market &
customer.
d)
Proper addressability is required for
the product.

BIBLOGRAPHY

As we are on end of the project report so in

completion the project report following
references are considered

a) www.google.com
b) www.wikepedia.com
c) www.yahoo.com
d) www.videocon.com
e) www.videocond2h.com

Details about Dealers

Name of the Dealer :...

Address/ Contact no :...

...

Monthly Turnover :..

Dealing in brands :Videocon D2H

Tata Sky

Dish TV
Airtel Digital TV

Mode of purchage :- a) Direct

b) From distributer

..
..

Questionnaire for Dealer

~

Are you dealing with Videocon D2H ?

1) Yes
2) No

~ Would you be interested in dealing with Videocon D2H ?

1) Yes
2) No
3) May be

~ Which of the following brands is the first choice of the customer ?

1)
2)
3)
4)

Videocon D2H
Tata Sky
Dish TV
Airtel Digital TV

~ Which of the following brands do you think has the best margin ?
1) Videocon D2H
2) Tata Sky
3) Dish TV
4) Airtel Digital TV

~ Which of the following brands has the best after sales service ?
1) Videocon D2H

2) Tata Sky
3) Dish TV
4) Airtel Digital TV

~ Which of the following brands do you think has the best name in DTH
service ?
1)
2)
3)
4)

Videocon D2H
Tata Sky
Dish TV
Airtel Digital TV

~ What is the perception about the brand videocon D2H ?

1)
2)
3)
4)

Very Good
Good
Average
Below Average

Which of the following brands gives you the most sales volume in
DTH service ?
1)
2)
3)
4)

Videocon D2H
Tata Sky
Dish TV
Airtel Digital TV

~ Having a good brand value in home appliances & electronics / and

best aesthetics in satellite TV`s, to what extant Videocon d2h will be
accepted by the customer ?
1) Yes
2) No
3) May be

~ Is recording feature required for customer ?

1) Yes
2) No
3) May be

Feedback of customer about brand ?

Videocon D2H
1)
2)
3)
4)

Very Good
Good
Average
Below Average

Tata Sky
1)
2)
3)
4)

Very Good
Good
Average
Below Average

Dish TV
1)
2)
3)
4)

Very Good
Good
Average
Below Average

Airtel Digital TV
1)
2)
3)
4)

Very Good
Good
Average
Below Average