A RESEARCH PROJECT ON MARKET ANALAYSIS OF DTH SERVICE PROVIDER

SUBMITTED TO:
Prof.Himani Joshi Faculty: BRM ICFAI Business School Ahmedabad SEC-D Batch 2010

SUBMITTED BY:
Benketeshwar pandey(13) Bhawani pratap (14) Debanuj khound(16) Kalp desai (23) Neha siwach (29) Nikita shukla (30) Shishir kumar(51) Swarnim saraswat(56) Vishal sathe(62)

ACKNOWLEDGEMENT

Our sincere thanks to all the people who have contributed to and worked on this project and helped us to successfully complete the task. We express our deep sense of gratitude to Prof Himani Joshi, for her expert guidance and valuable inputs that gave us an exquisite insight about the project on MARKET ANALYSIS OF DTH SERVICE PROVIDER. We are highly obliged and thus express our gratefulness to her. We would also like to thank all the people who helped us in collection of data for their valuable time and co-operation. We share the pleasure of this achievement with our colleagues for moral and emotional support in completing this research work in the area of MARKETTING MANAGEMENT successfully.

TABLE OF CONTENTS:

TABLE OF APPENDICES:

ABSTRACT

The analysis is basically divided into three major parts viz. Job Design, work culture and targets. These three topics are divided into various sub-titles as follows:

Job Design: effect of work timings, effect of Key Responsibility Area, monotony or work, on job training, overtime, work load, job satisfaction and job security on stress level. Work Culture: leisure time, getting help from superiors, holidays, achieving objectives, and motivation on stress level. Target: work deadline, backlog of work, slow response of computer on stress level and underpayment on the stress level

INTRODUCTION

We are doing a primary research in the field of Marketting Management as a part of our BRM
curriculum to understand whether the sales of Big TV is performing and how it is going to impact the sales of existing players . In this project we have surveyed approximately 250 people of the different places in ahmedabad and using different cable or dth services.

OBJECTIVES
Primary Objective:

We will study how Big TV is going to perform in the market and what will be its impact on sales of the existing Service Provider.

Big TV DTH service is the latest launch from Reliance ADA group. Tata
sky (from Tata Teleservices) & Dish TV (from Zee group) are all ready having a high market presence in the DTH industry. Moreover, Bharati Televentures is also entering the market with Digital TV. The DTH industry is gaining wide popularity in India and with the entry of big business houses the competition is intensifying. Our concern is to understand whether the sales of Big TV is performing and how it is going to impact the sales of existing players.

PURPOSE
The purpose of our project is to study the sales of big tv and its impact on existing players.As marketing management is all about study of current market scenario,potential customers and buyers,product influence etc.Broadly its all about consumers and how to satisfy there needs . This analysis also helped in studying to what extent the current techniques are adopted by the BIG TV to sustain in competitive dth market

LITERATURE REVIEW
The DTH (direct to Home) service is a digital satellite service that provides television services direct to subscribers in anywhere in the country. Since it makes use of wireless technology, programs are sent to the subscriber's television direct from the satellite, eliminating the need for cables and any cable infrastructure. DTH services also provide the finest of picture and sound quality which is considered to be second to none worldwide. We would take the entire broadcasting industry for analyzing the bargaining power of buyers. According to survey report on DTH industry, in the coming year there will be intense competition between DTH service providers. With 3 operational player and 4 players in queue, the inter firm rivalry is going to be quite high. The competition between DD direct and private players is negligible. Being the first mover, Dish TV had price advantage in both STB as well as unprocuring the transponder, while Tata Sky claims its STB offers superior video quality due to its advanced STB. Dish TV is planning to spend Rs 850 crores over the next three year, while Tata SKY is planning to spend Rs 2000 Crores. The companies have also set ambitious target with Dish TV aiming to reach 4.5 Million subscribers in next 18 months. While TATA sky is planning to capture 8 million subscriber by 2012.In current scenario Dish TV and Tata sky are acquiring 70-80 % market in DTH service. From the global experience, one can see that only 2 key players emerge in DTH industry. The trend is expected to continue here as even the massive Indian volumes may not be enough to guarantee a fair share of the pie for 7 players. So we can expect to see some consolidation happening in the next 3 to 4 years.

On a deeper look, things are not as bad as they appear. India being the home of entertainment-hungry populace, volumes play the role of growth driver. Attractively priced and feature rich package targeted at the critical mass is the mantra for sustaining the growth rate. Apart from the volume business, a prudent DTH operator should also take a serious look at the substitutes and complements. He should diversify and create his presence in the entire spectrum of broadcasting and telecommunication services. The final winner cannot be a pure DTH player but a convergent player who offers all in one to the value-conscious, price sensitive Indian consumer.
SOURCE: - INDUSTRY ANALYSIS- DTH INDUSTRY

INDUSTRY BACKGROUND

With the huge launches of Reliance Big TV and Airtel Digital TV, as well as Sun DTH going national, people have started to wonder, whether there are just too many DTH players for the market to handle now? So I thought of writing up an analysis on the same. Lets get a feel of the market first. There are roughly around 70-80 Lakh DTH subscribers in India as of now, bear in mind this is just my own estimate though. Now this market will most likely go up over 3 Crore subscribers by 2012. Which means that the DTH market is only going to grow from here on. There is no saturation in hindsight and amongst the foray of new features, new providers, new untapped markets being opened up as well as new standards being set in the industry. DTH is here to stay. The thing with the Indian market is, that there is just too much of a market in here. Lots of room for more players as well, I can even go so far as to say that even if 10 more players get themselves in at this point, they would have enough market to carry on nicely. Even now, Dish TV, Tata Sky, Big TV, Airtel Digital TV, Sun DTH etc. are operating quite well. But what does this mean for you, the consumer? Nothing but benefits! Cut throat competition amongst DTH companies means nothing but good for the average consumer. With TRAI pushing for making STBs interoperable amongst providers, in the coming years it would be as easy switching between providers as it would be switching a sim card from your phone, which would result in a lot more conscious efforts by all DTH companies in providing the best product, the best services and the best deals on their packages, So if more companies step in, it means even more competition, even more ideas, more innovations and more for you! Therefore, the healthy growth of the DTH market is totally positive, the companies are getting in because of the huge untapped markets, a lot of room for expansion and profits! For the consumers, its win-win all along.