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PROJECT REPORT ON PRODUCT AND SERVICES OF VIDEOCON

Submitted in Partial Fulfillment for the award of Degree of Bachelor of Business Administration

MAHARAJA AGRASEN INSTITUTE OF MANAGEMENT STUDIES
(PSPArea, Sector-22,Rohini,Delhi-110085) Affiliated To:

GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY

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ACKNOWLEDGEMENT
Videocon International Ltd. ―Success in my endeavor calls for cooperation and guidance from seniors and colleagues. This was simply brought out to me while making this Project. A special note of Thank goes to Ms.Smita Tejwani for her guidance while undergoing this project. I would like to convey my heartfelt gratitude to Ms.Smita Tejwani for the trust she showed in me in assigning me an important and interesting project by sparing time for me from her busy schedule to discuss and clarify various issues connected with this project, for her friendly advice and the motivation she provided me in the completion of the project. It was an enlivening and worthwhile experience to work on. My Thanks would be incomplete without Thanking Almighty God for his superlative support and blessings.

Etanshu Garg
(BBA B&I 3rdSEM 2nd YEAR)

(05061101811)

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CERTIFICATION
This is to certify that ETANSHU GARG has completed his project report entitled products and services of Videocon as a part of partial fulfillment of B.B.A (B&I) programme from Maharaja Agrasen Institute of Management Studies, affiliated to Guru Gobind Singh Indraprastha University, under my guidance and his work is original.

Ms.Smita Tejwani (Project co-ordinator)

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iv | P a g e . I worked on Videocon in order to understand the various aspects of its marketing strategy that has made it the Number 1 MNC of India. I have chosen Videocon for many reasons. AIRTEL. It is one of the biggest Indian Electrical brands not only in India but also globally. Videocon is one of the fastest paced Electrical Products worldwide. I focused on its strategies in D2H service in compareson with TATA SKY.EXECUTIVE SUMMARY I have decided to present minor Project on Videocon after studying its Product Range and Services. DISH TV. Videocon thus posed an exciting opportunity to study a brand that is automatically associated with youth and technology.SUN TV. I worked on D2H service of Videocon India Ltd. BIG TV etc. Indeed.

No. TOPICS PAGE No. 1 1.Table of Contents S. Corporate and 5 Videocon  Ambitions and Technology  Success Stories  Visionary Videocon  Landmarks 7 11 13 14 3 4 5 6 7 Research Methodology Analysis and Findings Threats of Entrance Distribution Channels Recommendations & Suggestions 15 16 25 34 41 Bibliography………………………42 Annexure…………………………..43 v|Page .2 2 Introduction >Overview >Objective Company Profile  History 1 2 3 4 4  Customers.1 1.

marketing. I choose Videocon D2H which providing satellite television direct to TV without any set top box also and I undertook this study to make comparison between Videocon D2H and its competitors products. With its wide range of electrical product range.3 Research Methodology of the study Every project work is based on certain methodology.” 1|Page . collecting. To draw the various conclusions and recommendations on the basis of the study conducted. 1. making deductions &researching to conclusions.2 Research objectives of the Study    To do Comparative study of Videocon D2h with its competitors products. which is a way to systematically solve the problem or attain its objectives. technology.1 Purpose of the Study Videocon is a company hard to pass by as it was one of the few Indian Companies to be listed in Fortune 500 besides being initial Indian MNC. organizing &evaluating data.VIDEOCON Chapter 1 – Introduction 1. It is a very important guideline and lead to completion of any project work through observation. distribution. To do study on aspects like product line. 1. competition and growth of DTH industry. innovation. According to Clifford Woody “Research Methodology comprises of defining & redefining problems. data collection and data analysis.

A research design specifies the methods and procedures for conducting a particular study. Accordingly. brand loyalty. According to Kerlinger. conceptual structure. The main objective of survey was to collect appropriate data. it is impossible to complete the project and reach to any conclusion. Descriptive studies are undertaken in many circumstances when the researches is interested to know the 2|Page . The project was based on the survey plan. research methodology is the way to systematically solve the research problem.3. and strategy of investigation conceived as to obtain answers to research questions and to control variance‖. In fact. which work as a base for drawing conclusion and getting result. it is the key to the evolution of successful marketing strategies and programmers. Types of Research design Descriptive Research The type of research adopted for study is descriptive. Therefore.Research methodology is considered as the nerve of the project. the methodology used in the project is as follows:  Research Design  Methods of data collection  Limitations of the study 1. and focus market changes.1 Research Design Research design is important primarily because of the increased complexity in the market as well as marketing approaches available to the researchers. ―Research Design is a plan. consumption pattern. It is an important tool to study buyer‘s behavior. Without a proper well-organized research plan. Research methodology not only talks of the methods but also logic behind the methods used in the context of a research study and it explains why a particular method has been used in the preference of the other methods.

factories. The 3|Page . sex. education level. it may deal with household. Data on a number of characteristics from sample elements are collected and analyzed. occupation or income. The objective of such study is to answer the ―who. but a descriptive study in contrast tends to be rigid and its approach cannot be changed every now and then. it is economical as more information can be collected per unit of cost. Field studies are ex-post-factor scientific inquiries that aim at finding the relations and interrelations among variables in a real setting. A descriptive study may be necessary in cases when a researcher is interested in knowing the proportion of people in a given population who have in particular manner.characteristic of certain group such as age. dealers. when. making projections of a certain thing. or other entities. The main characteristic of this method is that the researcher has no control over the variables. what. Although the distinction between them is not clear. In addition. Descriptive research is description of the state of affairs. This is not necessarily true. Descriptive research includes survey and fact finding enquiries of different kinds of the major purpose. and organizations. Such studies are done in live situations like communities. the researcher give sufficient thought to framing research.Besides. Descriptive study can be complex. An exploratory study needs to be flexible in its approach. there are some practical differences. A cross sectional study is concerned with a sample of elements from a given population. he can only report what has happened or what is happening. Cross sectional studies are of two types: Field study and Survey. it is obvious that a sample survey needs less time than a census inquiry. demanding a high degree of scientific skill on part of the researcher. A major strength of survey research is its wide scope. which need different techniques and skills. Another type of cross sectional study is survey result.cut. It is therefore necessary. where and how‖ of the subject under investigation. There is a general feeling that descriptive studies are factual and very simple. Descriptive studies can be divided into two broad categories: Cross Sectional and Longitudinal Sectional. as it exists at present. retail stores. schools. or determining the relationship between two or more variables. which has been taken by me. Thus. Questions and deciding the types of data to be collected and the procedure to be used in this purpose. Descriptive studies are well structured. Detail information can be obtained from a sample of large population .

increased competition. Casual Research  To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon  To determine the nature of the relationship between the causal variables and the effect to be predicted  METHOD: Experiments  Causal designs differ from descriptive designs in their greater probability of establishing causality. In such a case an exploratory may be conducted to find the most likely cause. therefore. The reason for using such needs to be flexible in its approach. In a business where sales have been declining for the past few months. but a descriptive study in contrast tends to be rigid and its approach cannot be changed every now and then. An exploratory study is generally based on the secondary data that are readily available. The reason for this is that causal designs are similar to experiments done in a lab. what changes are made. Therefore. where we know what goes in. unable to frame detailed research questions.methods of research utilized in descriptive research are survey methods of all kinds including comparative and co relational methods. Causal designs are also known as experimental designs. the focus is on the discovery of ideas. lack of efficient and trained salesmen or use of the wrong channels of distribution. An exploratory study is in the nature of a preliminary investigation wherein the researcher himself is not sufficiently knowledgeable and is. the objective of this is to generate new ideas. depending on the availability of new ideas and relationships among variables. 4|Page . It does not have a formal and rigid design as the researcher may have to change his focus or direction. and what results from the changes. the management may conduct a quick study to find out what could be the possible explanations – the sales might have declined on account of a number of factors. inadequate or ineffective advertising. such as the deterioration in the quality product. It analyzes the cause – effect relationship between the variables. Exploratory Research In the case of exploratory research.

It is time saving. we are able to make out what are the gaps and deficiencies and what additional information needs to be collected. Secondary data is collected by others but utilized or used by the researcher.1.3. It helps to make primary data collection more specific since with the help of secondary data. Secondary data is data that has already been collected and collated by somebody for some reason other than the current study. If it is not available then you have to go for primary data. 4.It should be meeting the requirements of the problem. It helps to improve the understanding of the problem.2 Method of Data Collection Instrument for the data collection is secondary data. Advantages 1.It has to be seen that the kind of data you want is available or not. Evaluation of secondary data Evaluation means the following four requirements must be satisfied:1. 3. In today's world correct information is the key to success. It saves efforts and expenses. Availability. 2. For this we have two criterion:5|Page . It provides a basis for comparison for the data that is collected by the researcher. 2. It can be used to get a new perspective on the current study. to supplement or compare the work or to use parts of it. Relevance. It is economical. 5. as another study may prove costly and time consuming.

Sufficiency. Statistical tools used The main statistical tools used for the collection and analyses of data in this project are:  Pie Charts 6|Page . this was the best method. 4. The dependability of the source must be seen. 3.In order to find how accurate the data is. b. It is risky to use such statistics collected by others unless they have been properly scrutinized and found reliable.a. Accuracy. that could have been used which provided such an in-depth and detailed information. Thus in my opinion.Adequate data should be available. the secondary data should not be used at its face value. suitable and adequate. Precautions in the use of secondary data The investigator should consider the following points before using the secondary data: a) Are the data reliable? b) Are the data suitable for the purpose of investigation? c) Are the data adequate? d) Are the data collected by proper method? e) From which source were the data collected? f) Who has collected the data? g) Are the data biased? Thus. Units of measurement should be the same. Concepts used must be same and currency of data should not be outdated. the following points must be considered: a. Margin of error should be examined c. Specification and methodology used b.

Had these limitations been overcome. magazines. The total value is represented by the full create. 7|Page . It‘s really difficult to work out such a large project between two months time. which originate from a common base line and are equal widths. every effort is made to ensure that these do not in any way adversely affect the results of the study and inject an element of objecting. However. 1. has been taken from secondary sources like websites. Some of the limitations are: 1) Time constraint: Time was really a limiting factoring the project. it consist of a number of whispered bar. The lengths of the bards are proportional to the value they represent. newspapers and book. This diagram consists of a circle of divided into a number of sectors. which cannot be overlooked. the findings would be accurate.1 Limitations of the study Although the project has been worked out at its best yet there are some limitations. As the name implies. The diagram bar chart can make comparison among the various components or between a part and a whole of data. Tables Pie chart This is very useful diagram to represent data. which are divided into a number of categories. which are proportional to the values they represent. 2) Data constraint: All the data that has been collected for this project. Bar chart This is another way of representing data graphically.1.

Chapter 2 Company Profile 8|Page .

India Consumer Electronics Home Appliances Components Office Automation Internet 9|Page .1 ABOUT VIDEOCON Videocon Industries Limited is one of the biggest business conglomerates in India. Videocon is an industrial conglomerate with interests all over the world.Chapter 2 – Company Profile 2. and is an Indian multinational company. Nandlal Madhavrao Dhoot started this business with great vision. Italy and Mexico. Poland. Nandlal Madhavlal Dhoot Aurangabad. Maharashtra. It is also the third largest picture tube manufacturer in the world. Videocon founder Late Mr. His vision reflects his ideology for business. Nanadlal Madhavlal Dhoot VIDEOCON INDUSTRIES Type Genre Founded Founder(s) Headquarters Area served Public (BSE:511389) Conglomerate 1979 Mr. In 1979 Late Mr. The group has 17 manufacturing sites in India and plants in China.

K R Kim. As the company is adopting aggressive marketing plan for increasing sales so they are focusing on many 10 | P a g e . intrepid entrepreneurship. Venugopal Dhoot (Ceo&MD) http://www. These megastores give a lot of boost to the existing networks of distributors. Gurgaon and Ghaziabad etc.Petroleum Power Dth Industry Revenue Net income Owner Website Consumer Durables. Oil and Gas etc. There are many reasons to open these megastores.com http://www. insightful marketing and inspired thinking about the future. Venugopal Nandlal Dhoot & Vice chairman and Chief executive Officer Mr. improved technology. There are almost 16 shops have been launched so for. This group has good presence in various sector but consumer durables is its major business. direct dealers and sub dealers. These megastores have got good starting.videoconworld. There is availability of five major brands of Videocon Group. These all brands have good image in the mind of the consumers. To increase the existing market share the company has launched its consumer retail chain DIGI World in major cities of India. Mr. These stores mainly exist in major cities like Mumbai.videocon. K R Kim.com 2. Delhi. ▲ U$4. innovative products.1 billion(2010) ▲ U$276 million Mr. This group is working very aggressively under the guidance of current Chairman Mr.‖ We can feel this vision while working with the Videocon also.2 VISION AND MISSION “To delight and deliver beyond expectation through ingenious strategy. CEO of Videocon Group has told in an interview they are focusing on almost 200 shops all around in India.

Innovative Products.   To be a USD 15Bn Group by 2013 Road Map: By Diversifying into New Areas such as           SEZ‘s Solar power Real Estate Telecom & Mobile Services Retail IT Services Semi-Conductors Hospitality Flat Panel Displays (LCD.1 Vision  Videocon is committed to bring happiness in every home around the world by offering high quality products that ease and enrich human life. 2.) DTH 2. Intrepid Entrepreneurship. for increasing this they are working to do so.2 Mission • • A Reflection of Continuity & Change. Insightful Marketing. Inspired Thinking About the Future. To Delight and Deliver beyond Expectation through: – – – – – – Ingenious Strategy. PDP. There are several steps that have been taken from this former CEO of LG.2. DIGI World is one of the initiatives taken by the new CEO Mr. Among them is increasing brand visibility.2. K R Kim.dimension of marketing. During his tenure in LG this man has made miracles. PND etc. Improved Technology. 11 | P a g e .

000 mw of electricity. it was founded in 1987 by Late Nandlal Madhavlal Dhoot. Videocon took over 3 plants of electrolux India and acquired. Videocon started manufacturing glass shells for cart and in 1996 it ventured into kitchen appliances and crude oil segment.those were days when the village did not even have electricity. Videocon is all set to enter the dth. He was a successful sugarcane and cotton cultivator.2. He completed his education in Ahmednagar and Pune. At that time it used to manufacture TV and washing machine. In 1995. In 1989-90. As a next logical step to vertical integration. Videocon started manufacturing compressors & compressor motors. next. ELECTRONIC MOTER. telecom. In 2005. AIR CONDITION 12 | P a g e . Videocon began its tryst with destiny in 1979 from a conference roomsized assembly line. Currently. SEZs and real estate industries. But. He thus unleashed a mini industrial revolution. Videocon has launched green-field power generation projects which will collectively produce 15. He boldly took upon an entrepreneurial venture by importing machinery from Europe to set up the Gangapur. electric motors & ac. 1987 Color & BW TV. In 1998.karkhana (sugar mill) in 1955. Videocon entered refrigerators and coolers segment in 1991. In the year 2000. hospitality. WASHING MACHINE 1989-1990 HOME ENTERTAINMENT SYSTEM. which new technology in India under Videocon logo.Sakhar. Planet m is owned by Videocon through its retail arm. Videocon took over Philips color TV plant. it starts to manufacture rotary compressor-based air conditioner.3 HISTORY Videocon is an industrial conglomerate with interest all over the world and based in India. Videocon started manufacturing home entertainment systems.

For this they are entering in the different segment also. 2008-2009 DTH SERVISE. 1998 COMRESSER. 2000 PHILIPS COLOUR TV PLANT TAKES OVER.4 COMPANY OPERATION Videocon is the biggest Indian company. But in India. SEZ.1991 REFRIGERATORS. In consumer durables field this company has great reputation in market and among customers. THOMSON CPT ACQUISITION. 13 | P a g e . The Videocon group emerges as a USD 2. 2005 ELECTROLUX INDIA 3-PLANT TAKEOVER. 1996 KITCHEN APPLIANCES. POWER GENERATION PROJECT. Now Videocon group is unfolding its wings to fly in the sky of the globe. Other two major players LG and Samsung are Korean player that rock entire Asia by their technology. TELECOM.5 Billion global conglomerate continuing to set trends in every sphere of its activities from a conference room sized assembly line in 1979. Videocon not only give them strong challenge but also holding the 2nd position in this sector. 2. CRUDE OIL. COOLER. COMPRESSER MOTERS. 1995 GLASS SHELLS FOR CRT. REAL STAT SECTOR. HOSPITALITY.

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. continuing to lead through new innovative technologies like slim CPT.Today the group operates through 4 key sectors:Consumer Electronics. Italy. Poland and China.000 barrels of oil per day. 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. Tuners Nature Of Tie-Up Technical Support Matsushita Electric Matsushita Electric 14 | P a g e Washing Machine Air Conditioner Technical Collaboration Design & Drawing . extra slim CPT and High Definition 16:9 format CPT. Refrigerators. Washing Machines. 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. Brand Basket Tie-ups with Global Leaders Partner Samsung Electronics Product Fly Back Transformers. Air Conditioners. Refrigerator manufacturing is further supported by our in house compressor manufacturing technology in Bangalore. Videocon will leverage on this synergy after the Thomson acquisition to internally source glass for its CPT manufacturing increasing efficiencies and lowering costs. selling them through a Multi-Brand strategy with the largest sales and service network in India. The group has ambitious plans for expansion in this sector global. 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. Microwave ovens and many other home appliances.

Power Generation Project. SEZ. Air Conditioner and Washing Machine ODM for Indian Market 1.Sourcing of components for Global Market 3.Matsushita Electric Sansui Electric Co.ODM & Indian Market 2. Ltd Refrigerator Audio Products and Colour TV Design & Drawing ODM for Indian Market Techneglass Akai Glass Shell Audio Products and Colour TV Technical Collaboration ODM for Indian Market Hyundai Electrolux AB Sweden Colour TV Refrigerator.ODM for Global market New Functional Areas      DTH service. Hospitality. Real Estate Product Portfolio 15 | P a g e .

One of the largest and most acknowledged CPT manufacturers in the world. 16.000 crore (US$ 4billion) international conglomerate continuing to expand its global footprint.  Manufactured India's first rust-free Washing Machine. for Best Consumer Sector Implementation and Excellence in Implementation of SAP Modules. Recognition for this brand has come in liberal doses. twice in a row. 16 | P a g e .2.   One of the few companies in the world to convert sand to TV. Firing the largest furnace of its kind in the world with a tank size of 3300 sq ft.   One of the world's largest and most respected CRT glass manufacturers. Videocon is the first company in India to implement my SAP ERP version 2004 in record time and is a ramp-up partner to SAP AG Germany. Videocon was accorded the status of India‘s Most Trusted Brand in Consumer Durables by Brand Equity in 2005 and 2007.5 MAJOR ACHIEVEMENTS OF VIDEOCON INDUSTRIES LTD  The largest panel production facility in the world under one roof providing very high economies of scale. NEWLY ACHIEVEMENTS The Group today is a Rs. while another independent study carried out by CNBC and ORG-MARG awarded the status of the Best Washing Machine brand to Videocon. A separate study conducted by ACNielsen across the country stands testimony to the organization‘s commitment to provide quality products and services to discerning consumers. The company also bagged the SAP ACE Award.

6 MANAGEMENT OF THE ORGANISATION Mr. Kuldeep Kumar Drabu Mr. B Ravindranath (Nominee . Satyapal Talwar Mr. Name of the directors are following:Mr. For each and every department they have clear guidelines. Job responsibilities are quite clear. Venugopal Nandlal Dhoot is the current Chairman of the company. Johan G Fant (Nominee . K R Kim is Chief Executive Officer of its consumer durable business.A) Mr.IDBI Limited) Mr. Pradeepkumar N Dhoot Mr. Venugopal N Dhoot Mr.Thomson S. Mr. S Padmanabhan Maj. S C N Jatar Mr. There is a Board of Directors in Videocon that keeps the company on the path of success.ICICI Bank Limited) 2. Arun L Bongirwar Mr. Didier Trutt (Nominee .2. Under his leadership Videocon is increasing its height of business. K C Srivastava Mr.7 SRUCTURE OF THE ORGANISATION As they are in many businesses with multiple brands so they have adopted MATRIX STRUCTURE. Ajay Saraf (Nominee . Gen. All the employees are accountable 17 | P a g e .AB Electrolux (Publ) ) Mr.

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 acti vitie s.

2.8 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

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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

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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 Videocon world .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 20 | P a g e

Sony etc. There were several players in the market like Philips. 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. Toshiba etc. Kelvinator. So they can work in such atmosphere which enhances their productivity. Thomson. With the continuous R&D. These foreign players uprooted all the Indian players but not Videocon. there were many foreign players entered in Indian market like Samsung. Quality. K R Kim. Slowly and gradually this company gets 2nd position in Indian consumer durables market. Canon.2. The company is started its operation in year 1979 with consumer durables business. Videocon in consumer durables CEO Mr. K R Kim Videocon is major Brand in Consumer durables in India. Sanyo. LG. There must not be any mismatch in delivered and ordered goods 4. Electrolux. Akai. large dealer 21 | P a g e . Sansui. All products should be delivered in proper condition 3. Panasonic. Bush. BPL. Uptron. After 1992. By implementing ISO standards they are able to reduce the cost of its product to give competition to its competitors. Crown. They never forget that safety and health concern about its employees. Under the leadership of CEO Mr. company has reached at the 2nd position in Indian market.

1.Network and after sales service make a strong place for Videocon among Indian customer. They not only support these brands but help them to grow in Indian market. Toshiba etc. Samsun g etc but each other also. Akai 6. Akai. Presently there are six major brands in the basket of Videocon. Kenstar All these six are very strong brands they not only give competition to LG. Hyundai. They signed MOD (Marketing Operation and Distribution) Agreement with Electrolux AB. Videocon 2. Sansui 5. Sansui. There are following detail of the brands Videocon company logo logic 22 | P a g e . Few brands are even brands with superior technology but Videocon treats them as their own brands. These brands do well in Indian market as well as in global market also. Later Videocon has created not only its brand but also support few brands also. Kelvinator 4. Electrolux 3.

2. 2.9. The 9th Asian games which were held in 1982 in the country‘s capital New Delhi heralded the mark of color TV broadcasting in India. the cable TV industry started which lead to revolution.000-crore conglomerate. has embraced a new brand identity. In 1991.Old logo New logo Videocon Group. 'Bring Home the Leader'. 23 | P a g e . The transmission was in black & white. The brand has shed its solid steel 'V' for a more fluid. the Rs 5. In 1992. the brand has banked on other propositions. This lead to the influx of foreign channels like Star TV and creation of domestic satellite channels like Sun TV and Zee TV. The new logo was unveiled in San Francisco. deregulation of domestic business emerged. 'Whatever role life gives you. The company unveiled its new tagline recently. India‘s national TV network in 1959. Prior to this. DTH does away with the need for the local cable operators can receive satellite programmes and they then distribute them. DTH is defined as the reception of satellite programmes with a personal dish in an individual home.9 ABOUT DTH DTH stand for direct-to-home television. coupled with a new proposition – 'Experience change'. 'Eco Logic for sustainable life'. such as 'Technology for health and pleasure'. 'New Improved Life'.1 Overview of DTH Industry The history of Indian television dates back to the launch of doordarshan. play it big'. as well as the most recent one. lava like 'V'. Indian economy was liberalized from the License Raj and major initiatives like inviting foreign direct investments. This virtually destroyed the monopoly held by doordarshan. at an event promoting the 2009 chapter of the IIFA awards. 'The Indian Multinational'. by the Videocon brand ambassador Shah Rukh Khan.

Instead of the MSO‘s providing the bundle. 24 | P a g e . The LCO‘s can receive this digitalized bundle and deliver to the individual homes. The average Indian‘s disposable income and purchasing has risen to never before levels. IPTV are suddenly finding presence in the country‘s journals. the ban got lifted finally in 2001 and TRAI issued the guidelines for operating DTH. there is a sense of growth prevailing everywhere. TRAI proposed a new initiative by name ―Head end-In-The-Sky (HITS)‖ Model as an alternative to the existing cable distribution. It is currently estimated at a worth of Rs. Later on. the United Front Government had issued a ban on use of ku band transmission. In 2007. With the Indian economy growing at a GDP growth rate of 7.4%. digital cables. With HITS. 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. Country‘s first private DTH license was awarded to Dish TV in 2003 which started operations in 2004.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. 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. DTH Digital TV system receives signals directly from satellite through the dish. After a change of government. The film industry was shocked by this sudden growth and there were even organized protests for calling off the Cable TV industry. The Indian entertainment and media industry is not far behind. Terms which were alien to Indian‘s like capital DTH. Prasar Bharati also started its product DD-Direct+.450 billion with a CAGR of 18% over the next 5 years. there will be a single HITS operator who will prepare the bundle of channels and beam it to the Headed in the satellite. 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 a mass profit. The MSO industry became highly monopolistic which warrants government participation to ensure competition.

Airtel digital TV. Another emerging trend is the IPTV which is yet to be regulated and one can expect lot of action in this sector. Dish TV of ZEE group.9.country wide implementation of CAS becomes instantaneous and cost-effective. According to a report on Direct to home (DTH) service. BIG TV of Reliance Anil Dhirubhai Ambani group. Better quality of service and increased number of channels. Tata Sky joined venture between Tata and Rupert Murdoch‘s Sky TV. Sun direct of Sun Network. 2.2 List of players in the industry        Doordarshan – (DD-Direct +) of Prasar Bharati comprising of 33 FTA channels and 12 All India Radio Channels. Sun direct. Videocon d2h 25 | P a g e . TataSky. BigTV. it predicts that India would overtake Japan as Asia‘s largest DTH by 2010 and be the Asia‘s leading cable market by 2010 and the most profitable pay-TV market by 20015. This benefits both the broadcasters and the customers by ensuring Addressability. Airtel digital TV of Bharati telemedia Videocon d2h of videocon industries Categorization of players in the industry Government owned player DD Direct+ Private players DishTV.

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1 ANALYSIS OF DTH INDUSTRY 27 | P a g e .Findings & Analysis Chapter 3 – Findings and Analysis 3.

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Cable DVD Remote LCD TV/PLASMA TV/CATHODE RAY TV/LED TV 29 | P a g e . The encoder converts the audio. DTH transmission is received directly by the consumer at his end through the small dish antenna. A DTH service provider has to lease Ku-band transponders from the satellite.Picture depicting how DTH works A DTH network consists of a broadcasting centre. decodes the encrypted transmission. satellites.1. 3. encoders. modulators and DTH receivers. receiving dishes can be as small as 45 cm in diameter. Head-Antenna. DTH is an encrypted transmission that travels to the consumer directly through a satellite. video and data signals into the digital format and the multiplexer mixes these signals. A set-top box. there will be a small dish antenna and set-top boxes to decode and view numerous channels. unlike the regular cable connection. multiplexers. At the user end. On the user's end.1 Product Lines and Consumer Behavior of DTH Range of products       Set-Top-Box.

Inter-Net which is bringing many facilities like live TV channels. Home theaters. Substitutes Local Cable Operators. sound box. 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.Product description of DTH SET-TOP-BOX The set top box comprises of the MPEG-2 OR MPEG-4 with DVB2 technology. I pods. Cables. Ups. Theaters. 30 | P a g e . along with the net browsing. radio stations. DVD. plus box. plastic and paper which are used for recharge cards. Head-antenna Antenna which receives signals directly from satellites. CT TV.

satellite dish.2 Technology of Production and Distribution of DTH Cost Structure The costs incurred by the DTH players is mainly on its technology. 2] Better storage 3] Extensive use of resources. set top box accessory cards. These efficiencies do not last. 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 31 | P a g e . Often. And it costs them much than anything. more people can be reached with each rupee spent. customer premise equipment(CPE). The common ones are purchasing (bulk buying of materials through long-term contracts). 4] Availability of labor 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. Ku band transponders in the satellites. 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). however. so cost efficiency improves. Economies of Scale Economies of scale may be utilized by any size firm expanding its scale of operation. as the number of products promoted is increased and the DTH players used. at some point. additional advertising expenditure on new products will start to be less effective (an example of diseconomies of scope).3.1. Another cost incurred is on operating cost. The launch of satellites is another huge cost which the DTH plays shares the transponders. Cost Advantages:1] Direct customer relationship. The cost of their travel time is distributed over a greater revenue base. managerial (increasing the specialization of managers). If a sales force is selling several products they can often do so more efficiently than if they are selling only one product.

product would. and many other value additions. and etc. which totals to 362-mn seconds of TV advertisement every year. administrators. marketing practices and marketing concepts specific to the industry. Some of the players are giving best valued services to the customers like Airtel gives live-news. 3. Dish TV is giving live TV on the wheels. Labour Labours are included in every activity of the business. It is estimated that while outsourced logistics accounts for 54% of total logistics spending in India.7-mn advertisement every year. 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. radio. home shopping. software engineers. TV broadcasters are expected to go hike in advertisement rate this year by 16-18%. Value added Many players are using this DTH as the basis and giving many value added services to the customers. Market segmentation in DTH 32 | P a g e . India currently has over 400 channels. broad band. TV viewer ship has declined by 5% since 2001. Economies of scope can also operate through distribution efficiencies. for the effective management of the DTH industry. Tata sky is giving recording for more than 4 hours. Big TV is giving live with Big movies. Logistics Logistics is still a nascent and fragmented industry in India.3 Marketing Market segmentation. live gaming. Indian TV channel broadcast 15. horoscope.1. DTH industry follows a good logistics which is as similar to the logistics which are used by automobile industry. marketing strategies. and they are employed and paid monthly in the form of salary. sales executives and attorneys. DTH requires skilled labor like management executives. organized players have only 10% of the pie. most of the people working are not daily labours. and came with a differential strategy of Tata sky+ with other facilities.

while unsuccessful marketing practices have no impact on sale or negatively impact sale. saif ali khan. DTH also concentrates on children also by providing them games.Rahaman. science and social knowledge. some discovery videos specially inbuilt. A. expand themselves into many areas etc. Successful marketing practices bring sale up. Dish TV is also having Super Star Sharuk khan as the brand ambassador. Sun direct also uses southern actress for their brand promotion. maths.industry mainly concentrates on women who don‘t like missing their daily soap and news more ever women are able to learn English speaking which is a very special feature of DTH. packages. 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. It gives advertisements with their brand ambassadors which attract customers. dictionary. It also focuses on old people as it has updated videos of various holy and religious places. Marketing practices are the decisions taken by the manufacturing company to increase sales. DTH uses different marketing strategies for promotion and sales of its product. etc. etc Marketing practices is a continuous process as the competition keeps increasing among the players in the industry. on the phone selling.R. door to door selling. Each player is investing lots of money in promoting their brands. Many players are making advertisement with movie actor and actress as brand ambassadors for their products because DTH is mainly considered with entertainment. Marketing concepts specific to the industry is primarily targeted at a niche segment who buy the TV sets from the electronic retail chains. discount and offer sales. 33 | P a g e .

the DTH service from Airtel. The concept of innovation in DTH industry is INCREMENTAL innovation. Customer‘s opinions and their needs can be served by providing a service which is matching to their needs and requirements. has announced India‘s first skin integration innovation on its EPG screen in partnership with Yahoo. source of innovation. rate of innovation and economies of scale. 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. A prompting ‗Red Button‘ will take them to a dedicated landing page that elaborates the offerings on Yahoo India‘s new home page. Tata Teleservices Limited has announced a technological breakthrough—a first-of-its-kind innovation in India with the launch of TATA Photon TV. There are many sources of innovation for this industry as mentioned in the above.3. everything 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. Customers will find a message ‗Fill your home page with all the things that make YOU‘ when they log onto to the EPG screen. The ‗Electronic Programming Guide‘ screen on Airtel digital TV is now completely integrated with Yahoo India‘s homepage. concepts of innovation relevant to the industry. right from design elements to execution and thanks to Mindshare for buying into the idea and flawlessly helping people execute it. In this days every company setups its own R&D in its own company with very intelligent people for meeting the expectation of the customer.4 Innovation Types of innovation. a new application that allows Tata Photon 34 | P a g e . This whole idea was conceived by Network Play. This innovation makes the business to grow continuously and brings advantages to the customers using the products and the service. Digital TV. The ‗YOU‘ campaign enables users to customize the home page as per their liking and empowers them with the choice to integrate social applications such as Facebook with their Yahoo homepage.1. the technology and the people are the main sources for the innovation.

Internet Browsing charges will be charged as per your Photon+ tariff plan and it would be applicable while viewing Photon TV. (Approximate data usage is 12MB per Min). and to watch recorded TV shows from the library movies. with its high-speed data access capabilities and the ease of mobility. Photon Plus has caught the admiration of millions of users across the country. 35 | P a g e . 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. so there is no need of lot of costs to be poured in marketing and promotion of the service and product. The brand loyalty for each and every company is very high.and laptop-based video-streaming application. entertainment and regional channels. TATA Photon TV is a personal computer.Plus subscribers to watch live television channels on their laptops while on the move. music and videos on demand. It also made the industries in this sector to establish their own R&D departments for successful product innovations like Airtel Live. Every function that is performed by the players is a well planned and executed properly. Videocon d2h. news. The Photon TV service is exclusively available to Photon Plus users. ―With its growing popularity. These charges would be over and above the subscription charges for the Photon TV. 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. which allows Tata Photon Plus users to view live TV feed from various sports. The reason for this is the fair competition between the all players in this DTH industry. and on their personal computers at home and in the office. So in all the areas those players are using the expertise people in the industry and performing operations in DTH industry very economically.

many companies like the big players in the industry wants to grab most of the market share.. BIG TV etc. porter‘s five forces model and analysis using it. concept of growth share market matrix. Strategies used in the industry. Some of the companies want to achieve 10million customer base by 2010 they are Dish TV. Strategies used in the industry Technology transfer is one of strategy used in the industry and it is existence for a long time. to generate greater economic impetus. and seem to be even more popular today. Porter‘s generic strategies model. 36 | P a g e . swot analysis. porter‘s value chain model analysis.e.3. 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. Tata sky. In recent decades. nearly 50% of the present existing customers. Porter’s generic strategies model Generic strategies were used initially in the early 1980s. element of industry structure. They outline the three main strategic options open to organization that wish to achieve a sustainable competitive advantage. concept of generic value chain. concerted effort has been made to exploit the existing technology to a larger extent by transfer of technology. every company wants to achieve and full fill its goals.5 Strategies and competition in the Industry Competitors.1. The industry‘s objective is to achieve 60million customers buy ‗2012‘ i. Sun direct. company position . Competitors Every company has its own goal.

Cost leadership In the case of media products. 3. Cost leadership. 37 | P a g e . Differentiation. TATA Photon plus is more niche oriented. 2. the unique benefits the media products offer can over-offset the premium. 2. and 3. Focus Focus strategy is also known as a 'niche' strategy. Focus 1.The generic strategies are: 1. Differentiation Differentiation in DTH refers to when a organization provides unique benefits to the users through product innovation. or. The clutter of ads has now spilled out on the number of channel availability due to which people are spoilt for choice. A media organization with a target user loyalty can concentrate more on how to fully meet the target user‘s needs rather than on product cost saving. This is to increase the probability of the media users to choose the product. means they should be offered at a price lower than their competitors‘ but with as good benefits. Thus Niche channels are the only way to maintain viewer loyalty.

1.6 SWOT analysis STRENGHT  Growing number of player and competitive advantage. WEAKNESS  Skilled labour  Satellite technology  Signals  Viewer migration. OPPORTUNITY  Technology  Distribution  Innovation  Value adding THREAT  Economic downturn.  Climate  Radio  Cinema halls  Broad casting of channels  New entrants 38 | P a g e .  Brand name  Service and flexibility.  Uncertainty in viewer ship.3.  Supply creates its own demand.

Bargaining power of suppliers DTH industry relies on three major suppliers. cable & IPTV. Threat of substitutes DTH gives stiff competition from the terrestrial. the bargaining power of buyers. and the threat of new entrants (also known as barriers to entry). As IPTV is a new entrant there is not much data on its subscriber base. the bargaining power of suppliers. 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. the threat of substitute products or services. 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. Customer premise equipment (CPE) 39 | P a g e .Porter’s 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. As per the industry estimates. They are also shown in the diagram below.

2000crs over the medium term. 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. the consumer is at his will to decide. 850crs over the next 3 years. While getting a licensee is relatively easy. There is already enough competition which will discourage new firms to enter this business. the barriers to entry are high 40 | P a g e . IPTV and terrestrial broadcast and from the point of increasing DTH operators. However. While Dish TV is planning to spend Rs. Bargaining power of buyers With enough operations to choose both from the point of alternate mediums like cable. the rival TataSky is willing to spend Rr. With India set to overtake Japan as Asia‘s largest DTH by next year. Customers will continue to have a high bargaining power until DTH platforms try to differentiate them as superior players with better content and clarity. 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.Comparing of the satellite Dish. the bargaining power of India DTH operators with CPE suppliers have been steadily increasing. the Ku band transponders are obtaining satellites and content. Threat of new entrants With already 7 player‘s space in the DTH space. DD-Direct does not change any monthly subscription charges. Being the first mover. Set Top Box with the necessary Access Card. inter firm rivalry is quite high. dish TV had price advantage in both the STB offers superiors DVD quality Video to its advanced STB. threat of new entrants is low. Between Dish TV is Tata Sky there is an intense rivalry exhibited by price war and discount schemes offered to new connections. Rivalry among existing firms With 3 operational players and 4 players in the queue.

it makes to understand the importance of this model to develop and add on value to the present features of the industry and it‘s functioning. 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. Analysis of the Industry using Porter’s value chain model Porter‘s value chain analysis is considered with the value analysis of the several functions of the DTH industry. The most the cost effective. Thus DTH industry can increase its value addition to the customers and the features and of industry. 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. production. 41 | P a g e . hence the name‖ growth share‖. It is nothing but proper or optimal use of the resources present and using the technology. distribution and etc. as an industry matures and its growth rate declines. Under the BCG GROWTH-SHARE MATRIX. it should be carried in all areas of the management. a business unit will become either a cash cow or a dog. This value addition is not only in the logistics. Value analysis says that an effective logistics should be undertaken to commencement of the business in cost effective way. first mover advantage. There is a definite. the more value is added to the process.when it comes to pricing of CPE and getting the required transponder.

live recording of TV content. the growth-share matrix also can be used for resource allocation among products within a single business unit. 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. Again this industry follows all the variables in the all areas till the both will come into normal level. they are preferring to stay at home with their television sets. there is a sense of growth prevailing everywhere. While originally developed as a model for resource allocation among the various business units in a corporation. In the DTH industry when the market share is obtained then it is automatically treated as the market leader.7 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. 3.1. The average Indian‘s disposable income and purchasing has risen to never before levels.4%. 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 2012.000 on each new subscriber acquired by them.determined solely by whether it had become the market leader during the period of high growth. "Indian DTH Market Forecast to 2012". and also it needs maximum market share to extent. 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. when the market is not in incremental state then the growth rate of the industry will retain. matrimonial matchmaking.600-2. They have started to offer a number of value-added services such as 'movie on demand'.5 million households having digital pay-TV. etc. 20% annual growth is being witnessed in the DTH sector in India with over 8. With the Indian economy growing at a GDP growth rate of 7. 42 | P a g e .

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. Since the DTH space denotes big value. discount schemes. Growth Determinants Demand constraints and SCAR are the factors which effects the growth of the industry. Now the industry is growing at 20% for every annum. 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. popular bouquet of channels. Some of the DTH players are bringing innovative plans like live shopping. ambitious targets for improving the subscription base. Growth determinant and high TV sales increase the chance for more sales of set top box which will affect the growth. akin to the space occupied by television and telephony.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. and etc will act as growth determinants. 43 | P a g e . procurement of transponders. 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. broad band. The entertainment channels and the news channels players increase the growth to opt the DTH. inter-firm rivalries have thrown up price wars. set top boxes with superior quality of videos. improving content. etc as a desperate means to entice the Indian viewer. When the facilities of the products increase it acts as a growth determinant.

National telecasts were introduced in 1982. In the same year. Doordarshan celebrated its 50th anniversary. Owned by parent company Doordarshan. seven Indian cities had television service and Doordarshan remained the only television channel in India. 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. a public service broadcaster nominated by the Government of India. 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.3. The television service was extended to Bombay (now Mumbai) and Amritsar in 1972. Each office of All India Radio and Doordarshan were placed under the management of two separate Director Generals in New Delhi. it has also started Digital Terrestrial Transmitters. DD Direct Plus was 44 | P a g e . It is one of the largest broadcasting organizations in the world in terms of the infrastructure of studios and transmitters.2 BRIEF PROFILES OF PLAYERS IN INDUSTRY DD Direct+ Doordarshan is the public television broadcaster of India and a division of Prasar Bharati. Recently. Television services were separated from radio in 1976. The regular daily transmission started in 1965 as a part of All India Radio. Till 1975. Finally Doordarshan as a National Broadcaster came into existence. 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. On September 15 2009. followed by the 1982 Asian Games being held in Delhi. Doordarshan had a modest beginning with the experimental telecast starting in Delhi on 15 September 1959 with a small transmitter and a makeshift studio.

45 | P a g e . this enterprise brought best television viewing technology to the living room. Dish TV Dish TV is the first private DTH satellite television provider in India. speciality packaging and entertainment. Turner Classic Movies and Boomerang. transmitting using NSS Satellite at 95. 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. 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. Now chairman of DD direct+ is Shri Arun Bhatnagar and CEO is B S Lalli under the ministry of information and broadcasting. Subhash Chandra is the Chairman of Dish TV. 2004. Dish TV started its service in Pakistan with the collaboration of Budget Communication. using MPEG-2 digital compression technology.launched on December 16. New Skies. Zee Network incorporated dishtv to modernize TV viewing. The change in the satellite was to increase the channel offering as NSS 6 offered more transponder capacity. NSS-6 was launched on 17 December. Dish TV hopped on to NSS-6 from an INSAT satellite in July 2004. By digitalizing Indian entertainment. broadcasting & distribution. Dish TV is on the same satellite where DD Direct+ is.0. EGV has national and global presence with business interests in media programming. Both the channels were removed from the platform due to unknown reasons in March 2009. Dish TV uses NSS-6 to broadcast its programmes. It not only transmits high quality programmes through satellite. Dish TV was only DTH operator in India to carry the two Turner channels. 2002 by European-based satellite provider. Dish TV is a division of Zee Network Enterprise (Essel Group Venture).

SKY is well known for the innovative products and services launched by BSky. Tata Sky Ltd is the First Indian DTH provider to be awarded the ISO 27001:2005 accreditation. Tata Sky joins an international group of DTH businesses that includes platforms as far apart as the UK and Italy in Europe. The assessment for the certification was conducted by Intertek Systems Certification. Tata Sky DTH endeavors to offer Indian viewers a world-class television viewing experience through its satellite television service. It comprises 93 operating companies in seven business sectors and diversified group: information systems and communications. brings to Tata Sky the reputation of more than 20 years experience of satellite broadcasting. The Group and its enterprises have been steadfast and distinctive in its adherence to business ethics and their commitment to corporate social responsibility. Harit Nagpal is present CEO of Tata Sky Ltd. interactive television services in 1999 and the SKY+ personal video recorder in 2001. The remote 46 | P a g e . Tata Sky announced launching of DVR service Tata Sky+ which allowed 45 hours of recording in a MPEG-4 compatible Set Top Box. The TATA Group has operations in more than 40 countries across six continents and its companies export products and services to 140 nations. the ultimate benchmark for information security. materials. 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. Tata Sky is a JV between the TATA Group and STAR. digital satellite broadcasting in 1998. engineering. and Mexico and Brazil in Latin America. In October 2008. services.Tata Sky Tata Sky is a DTH satellite television provider in India. The SKY brand. consumer products and chemicals. owned by the UK-based British Sky Broadcasting Group. Tata sky is incorporated in 2004. the management systems registration business unit of Intertek Group plc and is accredited by several internationally-recognized accreditation bodies worldwide. energy.0°. The TATA Group is one of India's largest and most respected business conglomerates. such as DTH broadcasting in 1989. transmitting using INSAT 4A at 83. using MPEG-2 digital compression technology.

Sun Direct Sun Direct is a DTH satellite television provider in India. the failed launch of INSAT 4C resulted in a lack of transponders. However. In April 2009 Sun Direct officially launched its High-Definition service in India. By 2009 it became leading DTH provider with 3 million subscribers. Sun Direct provide next-generation services in fast-growing and emerging markets quickly and efficiently. It is the country's first MPEG 4 technology DTH service provider. 47 | P a g e . This makes it 4th largest DTH service provider of India. 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. delaying the launch. On December Sun Direct was launched in Mumbai and announced its pan India launch. 2005. Because of the lowest pricing of any DTH in India Sun Direct spread rapidly all over the country. The service was finally launched on December 2007 after availability of transponders from INSAT 4CR. Tamil Nadu. Sun Direct TV was registered in February 16. using MPEG-4 digital compression technology. Sun Direct selected Oracle based on its convergent multiservice capabilities and proven real-time scalability allowing it to consolidate billing operations. Sun Direct uses the latest MPEG-4 based technology to increase broadcast capacity.5°E. transmitting using INSAT 4B at 93.is provided with playback control keys and is being sold with special offers for existing subscribers. enables powerful new service offerings and improves visibility into customer information across services. Sun Direct is a DTH service in India headquartered in Chennai.

Reliance BIG TV's retailer network is spread across 100. It currently offers close to 200 channels and many interactive ones. When it came to pricing – packaging. their introductory offer stood at Rs. The company plans to increase the number of channels in the near future to 400 and begin High Definition (HD) broadcast..490/.with 3 to 6 months of free subscription. They also introduced 32 Pay-Per-View Movie Channels. 2008 with the sole aim of providing the consumer with quality and enriched home entertainment service at value-driven pricing.000 outlets in 6. 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. using MPEG-4 digital compression technology.e. the highest by any DTH player. This was literally unheard of in the DTH industry. 1. make it BIG"). a subsidiary of Reliance Anil Dhirubhai Ambani Group founded by the Late Dhirubhai Ambani.500 towns in India. Pay Per View Cinema Channels) as well as many Radio channels. Reliance BIG TV's launch in August was probably the biggest roll-out in home entertainment ever and deployed the most advanced MPEG4 technology that enabled them to deliver best quality digital audio-video to the consumer. Reliance BIG TV was launched on August 19. i-News and other such interactive services in the future.Big Tv Reliance BIG TV is a DTH satellite television provider in India based in Navi Mumbai. There are also plans to introduce services like i-Stock. Reliance BIG TV limited is a part of Reliance Communications Ltd. It is the 5th DTH service launched in India. 48 | P a g e . It is the first Pan-India DTH provider that uses MPEG-4 for broadcasting.5°east. transmitting using MEASAT-3 91. BIG TV started operations from 19 August 2008 with the slogan "TV ho Tho BIG Ho" ("If you have a TV. They had effectively out-stripped the competition here. the Indian business tycoon and owned by his son Anil Ambani. 32 cinema halls (i.

As India's leading telecommunications company. contributing to its economic resurgence. It uses MPEG-4 digital compression with DVB-S2 technology. the Airtel brand has played the role of a major catalyst in India's reforms. It has also been ranked as the best DTH service by ―Living Digital‖ magazine. Videocon D2h 49 | P a g e . 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. transmitting using INSAT 4CR 74°E Airtel digital launched on 8 October. Airtel digital TV is now amongst the fastest growing DTH brands in the country and is available across 5000+ towns in India. 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.Airtel digital TV Bharti Airtel Limited is the flagship company of Bharti Enterprises and is India‘s largest integrated and the first private telecom services provider with a footprint in all the 23 telecom circles. 2008 with a 360 degree mega campaign 'Come Home to the Magic. Airtel Digital TV is a DTH (Direct to Home) service from Bharti Airtel. 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.

the name of the Company was changed to Videocon Leasing & Industrial Finance Limited on 14th February. 2009. 1991. It came with a very good strategy for selling both of its electronic products like TV‘s DVD‘s along with the new set top box. it also came with DVD which is connected directly to the TV or antenna is connected to DVD which gives a best quality of output. 21 of the Companies Act. 1991. Only the antenna is enough. 1986 as Adhigam Trading Private Limited. 1956. Products of Videocon d2h SATELLITE TV SATELLITE DVD 50 | P a g e . This is offering direct to TV without any set top box also.Videocon d2h is a DTH satellite television provider in India based in Mumbai. In terms of the necessary resolutions Passed under Sec. Gujarat at Ahmedabad on 14thFebruary. Videocon d2h launched May 1. using MPEG-4 with DVB S2 digital compression technology Videocon Leasing & Industrial Finance Limited was incorporated on 4th September. The Company received a fresh certificate of incorporation from the Registrar of Companies.

3. 14 8 17 20 5 30 12 10 25 Pie Chart 1 51 | P a g e .3 REASONS FOR OPTING DTH SERVICES Reasons from customers Clarity Digital signal Personnel connection More Facilities Digital sound Program on demand Student perspective More families No light problem from center Table 1 No.

Channel hide. Radio Facility. Parental Control. Customizable Info Bar. Favorites. Weather watch. MPEG4 and DVD-S2. Movie on demand. Context Sensitive help. Channel Lock.3. Multi lingual User Interface (EPG). Preview Screen. Active Services. Own Service Centers 52 | P a g e . Easy Recharge. Exciting offers & strong regional content.4 REASONS FOR OPTING VIDEOCON DTH SERVICE                      Manufactured in Videocon factories. Single Remote. Reminder. Mosaic. Videocon d2h Satellite Television.

LIFE STYLE GOLD PACK+. 152 CHANNEL + SHOW CASE MOVIES. .5 COMPETITIVE PACK ANALYSIS A. .EDUCATION GOLD PACK+. .SPORT PLATINUM PACK+. TATA SKY ANNUAL MEGA PACK: • • RS 5000 PER ANNUAL. ANNUAL MEGA PACK INCLUDE:. TATA CHANNEL PACKEGES PACKEGES TATA SKY SUPER PACK TATA SKY SOUTH STARTER PACK TATA SKY FAMILLY PACK TATA SKY SUPER SEVER PACK CHANNELES 55 CHANNEL 72 CHANNEL PRICES(Rs) 125/MONTHS 125/MONTHS 94 CHANNEL 117CHANNEL+6 SERVICE CHANNEL 215/MONTHS 274/MONTHS TATA SKY SOUTH VALUE PACK TATA SKY SOUTH JAMBO PACK 106 CHANNEL 260/MONTHS 130 CHANNEL 310/MONTHS 53 | P a g e .12 SHOW CASE MOVIES. .3. -SPORT GOLD PACK+.SOUTH JUMBO PACK+.

10/Rs. 30/Rs. 45/Rs. 20/Rs. 25/Rs.10/Rs. 45/Rs. 70/Rs. 15/Rs. 20/- . 99/Rs. 10/Rs. 15/Rs.TATA SKY ADD-ON PACKEGE/TATASKY TOP-UP PACKEGES EDUCATION GOLD PACK CHANNELES 4-CHNNELS PRICES(Rs) Rs 30 /MONTHS or Rs 300/MONTHS Rs 45 /MONTHS or Rs 450/MONTHS LIFE STYLE GOLD PACK 14-CHNNELS SPORT GOLD PACK SUPORTs PLATINUM PACK ESPN & STAR SPORT PACK SPORT BONANGA 2-CHANELS 3-CHANNELS Rs 40 /MONTHS Rs 65/MONTHS 2-CHANNELS Rs 40/MONTHS 6-CHANNELS Rs 1350/ANNUM B. AIRTEL TOPUP TOP UP SOUTH PLUS HINDI PLUS MUSIC ZEE SPORT ZEE MARATHI ZEE TALKIES ZEE GUJRATI ESPN PLUS NEO PLUS TEN SPORTS SPORTS TREAT HINDI NEWS COLOURS KIDS PLUS 54 | P a g e CHANNELS 31 6 3 1 1 1 1 4 3 1 8 3 1 2 PRICE (Rs) Rs. 15/Rs.

3500 C. 20/Rs.2000 Rs.2600 Rs.LIFE STYLE PLUS ENGLISH NEWS CINE PLUS 3 5 4 Rs. 325/- SPECIAL TERIFF OFFER OFFER 3-MONTHS SUPER VALUE PACK+FREE INSTALLATION 2-MONTHSMEGAPACK+ESPN+FREE INSTALLATION. 35/Rs. 99/- MEGA PACK Ultra VALUE PACK+13 CHANNELS Rs. 235/- MEGA PLUS MEGA PACK+12 CHANNELS Rs. DISH TV 1. 3-MONTHS INSTALLATION 12-MONTHS SUPER VALUE PACK+FREE INSTALLATION 6-MONTHS INSTALLATION ULTRA PACK+FREE ULTRA PACK+FREE ONETIME COST Rs. SET OF BOX:  INSTALLATION CHARGE-Rs 200/- 55 | P a g e .1750 Rs.2500 Rs.35/- AIRTEL PACKEGES PACKAGES SUPER VALUE PACK CHANNELS 81+1 REGIONAL CHANNEL PRICE (Rs) Rs.

190/. 350/- NEW PACKEGE PACK CHANNELS PRICE (Rs/MONTHS) SILVER PACK GOLD PACK PLATINUM PACK TITANIUM PACK 135-CHANNELS 155-CHANNELS 185-CHANNELS 188-CHANNELS Rs. BIG TV BIG TV STARTER PACK STARTE PACK BIG TV STARTER 1 BIG TV STARTER 2 BIG TV STARTER 3 BIGTV SOUTH STARTER CHANNELS 56 CHANNELS 73 CHANNELS 88 CHANNELS 97 CHANNELS PRICE (Rs) Rs. 175 Rs.+ TAX Rs.+ TAX D. 300/Rs.+ TAX Rs.+ TAX Rs. 200/- 128 CHANNELS 157CHANNELS Rs. COMBO PACK-SET OF BOX +3-MONTHS PLATINUM PACK Rs 2090/ OLD PACKEGES PAKEGE FREEDOM PACK FREEDOM PACK WELCOME PACK MAXI PACK PLUS CHANNELS 98 CHANNELS 103 CHANNELS PRICE(Rs) Rs 150/Rs. 283/. 175 PACKEGES 56 | P a g e . 113/. 361/. 150 Rs. 100 Rs.

40 Rs.25 Rs.40 UNI PLUS CHANNELS STAR CRICKET ZEE TV 57 | P a g e PRICE(Rs) Rs.25 Rs. 30 Rs 30 Rs. 30 Rs. 30 2 2 4 3 5 Rs. 30 3 Rs.25 Rs. 30 Rs.25 Rs.25 Rs. 25 Rs. 25 . 30 TOP-UP PACKS PACKEGES NEWS PLUS ENGLISH MOVIE HINDI MOVIE PLUS KID PLUS SPORT-1 PLUS SPORTS-2 PLUS ELITE PLUS SOUTH PLUS NEWS NDTV PLUS ENTERTAINMENT NDTV PLUS CHANNELS 3 -CHANNELS 3 -CHANNELS 3-CHANNELS 3 -CHANNELS 2-CHANNELS 2-CHANNELS 3 -CHANNELS 15-CHANNELS 2-CHANNELS 4-CHANNELS PRICE(Rs.) Rs.25 Rs.PACKEGE BE PLUS GUJRATIRAJSTHANI PLUS LANNAR PLUS MALYALAM PLUS TELGU PLUS MARATHI PLUS HINDI-PUNJABI PLUS TAMIL PLUS NGLA-ORIYA CHANNELS 4 PRICE(Rs) Rs.40 Rs. 30 2 Rs.50 Rs.

TEN SPORTS STAR CRICKET Rs. VIDEOCON FEATURES IN DTH THAT ATTRACTS THE CUSTOMER: 58 | P a g e . 50 E. 25 Rs.

Get your favourite recipes at the press of a button with Active Cooking. 59 | P a g e . It features easy to cook recipes from master chefs across the country along with handy kitchen tips. accommodation. Get insights on exotic travel locations & make your travel plans with ticketing. It provides novel features like maps & allows you to perform an interactive / online aarti on auspicious occasions. Receive various secrets on Active Fitness & Yoga.Services ACTIVE SERVICES:- Get a 24 X 7 darshan of various multi religious places.

Chapter 4 Suggestions 60 | P a g e .

sales and distribution and other indirect cost and invest on advertisement R&D and other sales promotion tools. and world news so mention it. packing and service to the customers. g) Reduce manufacturing. games to promote company‘s brand image. share market. d) Create an effective advertisement with an influential punch line. discount offer. i) Establish a cordial relationship with dealers and offer a good commission margins for promoting our products. c) Form an efficient research and development team in order to improve quality and add technical features in the products. f) Organize contests. b) D2H & BIG TV provides the free news channels for the student like current news. e) Improve products finishing. 61 | P a g e . events. j) Keep a hawk eye on the competitors and act according to their sales and marketing strategy. game. h) Attract customers by exchange offer.Chapter 4 – Suggestions a) There should be exchange offer. cash back offer and face gift offer on the festival occasions.

Chapter 5 Conclusion 62 | P a g e .

990 in a year to get around 200 channels.990. It is believed that Bharti would start DTH around end of this year. just the way real estate schemes and mutual funds are. one can renew this pack and pay a monthly rental of Rs 100. After a year. Big TV. Anil Ambani-promoted Big TV are being advertised through mass SMSes.8 million DTH subscribers.Chapter 5 – Conclusion The price war has intensified in the direct-to-home (DTH) broadcasting space as the number of players has increased. Bharti. Dish TV has a market share of 54%. while TataSky has 2. you get a set-top box and 12 months of viewing for 125 channels spread over several genres. there's Prasar Bharati's free-to-air DTH platform as well." The trend suggests that DTH is where competition is. around the same that a cable TV subscriber pays. has slashed rates to an all-time low. with 3. 63 | P a g e . There are four private players and one state-owned platform already. DTH services of Tata Sky (a JV between the Tata group and Star TV) and Mr. Besides these. has to get FIPB (Foreign Investment Promotion Board) approval before starting its DTH service. meanwhile. you pay an entry price of Rs 3. The other two planning to join the DTH race are Bharti and Videocon. After a year.490. Dish TV (of the Zee group). has not issued any subscriber numbers yet. Currently. Installation within 48 hours. Sun too has pan-India ambitions. including 21 audio channels. "TataSky with 400 days of subscription at Rs 3. there are around 6 million DTH users in the country. There's no extra cost for the set-top box. Sun TV also offers DTH but only in the south. according to a source in the industry. At this entry point. Other players are not behind in the race either. According to a senior official of Videocon. The first DTH player in the country. which launched its DTH service recently. the monthly rental is Rs 300. In all. its launching DTH in October/November.999 and Big TV with six months at Rs 2.2 million. For this. and at two more are waiting to join in. the Maxi package announced by Dish TV a few months ago continues. It will now offer a `Happy Family Pack' at Rs 1. A recent SMS announced. meanwhile.

only 70 million have cable connection. DTH is still in its infancy in India. 64 | P a g e . 40% of the pay TV universe (cable TV and DTH) are likely to be DTH users. Of the 120-million TV households in India. and there's sufficient room for growth. which eliminates the neighborhood cable wallah. By the year 2015.DTH is a satellite broadcasting system through a pizza-sized dish and a set-top box.

dishtv.in  www. New Delhi.India ANNEXURES 65 | P a g e .in  www.videocon. Pearson Education .tatasky.R. Research methodology. C.in  www.2010.videocond2h.com  www.com  www. Ltd.bigtv. Vikas Publishing House Pvt.  Kotler. 1997.in/digitaltv  Kothari.com  www.sundirect .BIBLIOGRAPHY  www. 3rd edition. Philip Marketing Management.co.airtel.13th edition.

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GOLD PACK GENERAL ENTERTAINMENT STAR PLUS ZEE TV COLORS STAR ONE SONY IMAGINE TV SAB SAHARA ONE STAR UTSAV UTV BINDASS DD NATIONAL HOME SHOP 18 ENTERR 10 ETV RAJASTHAN HINDI MOVIES SET MAX ZEE CINEMA STAR GOLD UTV MOVIES FILMY UTV ACTION ENGLISH MOVIES MGM SPORTS DD SPORTS KIDS CARTOON NETWORK HUNGAMA DISNEY XD 67 | P a g e .

MUSIC * * CHANNEL V MUSIC INDIA MASTI ZING B4U MUSIC UTV STARS SONY MIX HINDI NEWS STAR NEWS AAJ TAK NDTV INDIA ZEE NEWS IBN 7 DD NEWS INDIA TV DD DD LOKSABHA RAJYASABHA CNBC AWAAZ LIVE INDIA ZEE BUSINESS NEWS 24 SUDARSHAN NEWS INFOTAINMENT & LIFESTYLE DISCOVER Y NGC FOX HISTORY ANIMAL PLANET ZOOM FTV CARE WORLD E 24 DD BHARATI RELIGIOUS MH1 SHRADDHA AASTHA SANSKAR PARAS REGIONAL 68 | P a g e .

Punjabi PTC PUNJABI ZEE PUNJABI ETC PUNJABI PTC NEWS PTC CHAKDE DD PUNJABI Bhojpuri MAHUA SANGEET BHOJPURI ETV BIHAR Tami l SEITHIGAL JAYA PLUS STAR VIJAY JAYA TV KALAIGNAR SIRIPOLI JAYA MAX ISIA ARUVI Telugu ZEE TELUGU ETV ETV2 TV9 TELUGU NTV Kannada ETV KANNADA TV 9 KARNATAKA SUVARNA NEWS 24 X 7 SUVARNA KASTURI DD CHANDANA Malayalam KAIRALI AMRITA TV DD MALAYALAM ASIANET NEWS INDIA VISION SHALOM Marathi ZEE MARATHI ETV MARATHI STAR PRAVAH STAR MAJHA MI MARATHI SAAM TV ZEE 24 TAAS ZEE TALKIES IBN LOKMAT DD10 SAHYADRI 69 | P a g e .

Bengali ZEE BANGLA ETV BANGLA STAR JALSHA AAKASH BANGLA STAR AANANDA RUPASHI BANGLA 24 GHANTA TV ETV BIHAR SANGEET BANGALA SONY AATH NEWS TIME DHOOM MUSIC Gujarati ETV GUJARATI TV9 GUJARATI DD GIRNAR Oriya TARANG TARANG MUSIC ETV ORIYA OTV NAXTARA NEWS DD ORIYA PRARTHANA MBC TV Urdu ETV URDU DD URDU MOR E NEWS LIVE DD GYAN DARSHAN DY 365 RANG NE TV NEPAL 1 70 | P a g e .