SUBMITTED TO

B.W.TI.BA- HKBBA ASHARM ROAD AHMEDABAD

SUBMITTED BY
REENA .P RAJ S.Y.B.B.A ROLL NO-2167 2008-2009

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Preface
Management is a field in which we can never applied but practical knowledge must be there at present economic scenario. Management style has been changing day-by-day. Without depending upon as proper ideas of business or management. Practical studies become compulsory especially for the student of management. As a student of second year B .B. A., it is essential that we should be aware of this thing for purpose of accurate understanding concerned with co-operative. So this purpose our college BRAMACHARI WADI TRUST INSTITUTION OF BUSINESS ADMINISTRATIONHK.B.B.A. Has recognized the marketing visit.

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ACKNOWLEDGEMENT
I am heartly grateful and thankful to the Director Prof.Shilpa Trivedi, of my institute BRAMACHARI WADI TRUST INSTITUTION OF BUSINESS ADMINISTRATIONHK.B.B.A. Who had arranged the marketing visit &Training without any difficulty or problem. I am also thankful to Prof. Mr. BHAUMIK NAYAK for their constant support and invaluable guidance benefited me immensely right through the project. At last but not least I also want to thank and express deep gratitude towards the Management and Staff of DOORDASHAN. for providing us all the information about the working of their Unit, Technology, process of the SERVICE and their marketing. I am very much thankful to all the people who helped me for the completion of this Project Report.

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Contents
No. 1 Particular  INTRODUCTION TO COMPANY A) HISTORY B) BOARD OF DIRECTORS Page no. 5 6 7 8 10 11

c)MISSON
E)REGISTERWD OFFICE F) PRODUCTION PROCESS G)ACHVEMENTS

15 2  D) GOVERNMENT RULES 3  INTRODUCTION TO SERVICE MARKETING A) MEANING B) FEATURES C) SERVICE MARKETING MIX D) INTRODUCTION OF DOORDASHAN  SEGMENTATION, TARGETING & POSITIONING A) SEGMENTATION B) TARGETING C) POSITIONING  SERVICE PRODUCT CONCEPT A) PROGRAMME LIST  PRICING A) FACTOR AFFECTING PRICING 19 20 21 22 23 24 26 27 29 31 32 33 35 37 38 4  INTRODUCTION TO TELEVISION INDUSTRY 16 17 18

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B) PRICING STRATEGY C) PRICE RATE 7  PLACE A) LOCATION B) COVERAGE C) CHANNEL LEVEL  PROMOTION  PEOPLE A) TYPES OF PEOPLE  PROCESS A) SERVICE DELIVERY PROCESS  PHYSICAL AVIDENCE  SWOT ANALYSIS  COCLUSION

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 BIBLOGRAPHY

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CHAPTER: 1
HISTORY
Doordarshan,sometimes DoorDarshan ( literally means Television) is the public television broadcaster of India and a division of Prasar Bharati, a public service broadcaster nominated by the Government of India. It is one of the largest broadcasting organizations in the world in terms of the infrastructure of studios and transmitters. Recently it has also started Digital Terrestrial Transmitters. BEGINNING Doordarshan had a modest beginning with the experimental telecast starting in Delhi in September 1959 with a small transmitter and a makeshift studio. The regular daily transmission started in 1965 as a part of All India Radio. The television service was extended to Mumbai (then Bombay) and Amritsar in 1972. Till 1975, seven Indian cities had television service and Doordarshan remained the only television channel in India. Television services were separated from radio in 1976. Each office of All India Radio and Doordarshan were placed under the management of two separate Director Generals in New Delhi. Finally Doordarshan as a National Broadcaster came into existence.

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GOING NATIONAL National programme was introduced in 1982. In the same year, colors TV was introduced in the Indian market with the live telecast of the Independence Day speech by then prime minister Indira Gandhi on 15 August 1982, followed by the 1982 Asian Games being held in Delhi. The 80s was the era of Doordarshan with soaps like Hum Log (1984), Buniyaad (1986-87), comedy shows like Yeh Jo Hai Zindagi (1984) and mythological dramas like Ramayan (1987-88) and Mahabharat (1988-89) glued millions to Doordarshan. Other popular programs included Hindi film songs based programs like Chitrahaar and Rangoli and crime thrillers like Karamchand (starring Pankaj Kapoor), Byomkesh Bakshi (starring Rajit kapur) and Janki Jasoos. Now more than 90 percent of the Indian population can receive Doordarshan (DD National) programmes through a network of nearly 1400 terrestrial transmitters and about 46 Doordarshan studios produce TV programs today CHANNELS Presently, Doordarshan operates 19 channels – two All India channels, 11 Regional languages Satellite Channels (RLSC), four State Networks (SN), an International channel, a Sports Channel and two channels (DD-RS & DD-LS) for live broadcast of parliamentary proceedings. On DD National, Regional programmes and Local Programmes are carried on time-sharing basis. DD-News channel, launched on 3 November 2003, which replaced the DD-Metro Entertainment channel, provides 24-Hour
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news service. The Regional Languages Satellite channels have two components – The Regional service for the particular state relayed by all terrestrial transmitters in the state and additional programmes in the Regional Language in prime time and non-prime time available only through cable operators. Sports Channel is exclusively devoted to the broadcasting of sporting events of national and international importance. This is the only Sports Channels which telecasts rural sports like Kho-Kho, Kabbadi etc. something which private broadcasters will not attempt to telecast as it will not attract any revenues.

ACTIVE DOORDARSHAN It is an Interactive Service of Tata Sky to show 4 TV Channels of Doordarshan which are not available at Tata sky as normal Channel. Active Doordarshan channels are Rajyasabha TV, Gyan Darshan, DD Urdu and DD Bharati

CRITICISM Doordarshan is often criticized for low quality of programs and sometimes even poor telecast and presentation quality. Additionally, since it is not a profit and loss enterprise like private channels STAR Plus, Zee
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TV or Sony TV, it does not have the requisite push for better programming. Despite being heavily funded and protected by the government, many critics have pointed that it continues to post losses regularly and has failed to deliver either quality educational programmes or entertainment programs. The media have regularly criticized the channel for telecasting one too many ads in cricket matches often showing only 5 of the 6 balls of an over and even doubled the time between two overs for commercial slots to make extra money One cricket magazine described Doordarshan's live telecast as a "horror show".Supporters argue that it has a greater responsibility towards the nation, such as emergency services, important government announcements and public broadcasts; entertainment comes a distant second priority. However many contradict this stating that Doordarshan is more interested only in cricket matches and has abdicated its so called "responsibilities" in favour of monetary gains,and political dealings.

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INTERNATIONAL BROADCASTING DD-India is being broadcasted internationally through Satellite. It is available in 146 countries worldwide; however the information on picking up this channel in other countries is not easily available. In the UK, DDIndia is available through the Eurobird Satellite on the Sky system on Channel 833 (the logo is shown as Rayat TV). The timing and programming of DD-India international is different from that of India

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\DD-Gujarati is the Gujarati language channel of India's national broadcaster,
Doordarshan. It is broadcast out of studios at Doordarshan Kendra (Center) in Ahmedabad in Gujarat State. Doordarshan Kendra, Ahmedabad was set up on March 15, 1976, as a part of the SITE Project of ISRO and the 1 KW transmitter was based in PIJ, Kheda District. The studio used to function from the ISRO, Ahmedabad premises, while the administrative office was located in the Polytechnic compound in Ahmedabad. Few years later, a plot of land was identified and a Low Power LPT was set up in Ahmedabad at Thaltej Tekra on November 19, 1993. The studio was commissioned on October 2, 1987 while the regional language uplinking was started on December 30, 1992. DD Metro channel was set up on May 1, 1994 while the SRLS on October 1, 1993.

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BOARD OF DIRECTOR

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DIRECTOR GENERAL Ms. Noreen Naqvi ENGINEER-IN-CHIEF D Ray DIRECTOR GENERAL (NEWS) (Vacant) ADDITIONAL DIRECTOR GENERAL (ADMINISTRATION & FINANCE)

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MUKESH KUMAR SHARMA DEPUTY DIRECTOR GENERAL (FINANCE) Ms. Anupama Anand, IRS (Income Tax) DEPUTY DIRECTOR GENERAL (ADMINISTRATION) Rita Kumar ADDITIONAL DIRECTOR GENERAL (NEWS & CURRENT AFFAIRS) Ms. Arvind M. Singh DEPUTY DIRECTORS GENERAL (PROGRAMME) L D Mandloi Ashok Jailkhani R Venkateswarlu CHIEF ENGINEERS L. V. Sharma R.R. Prasad

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I/c DEPUTY DIRECTORS GENERAL (PROGRAMME) F. Sheheryar Basharat Ahmed Neelima Harjal I/c CHIEF ENGINEERS V.K. Choudhary S.R. Chauhan DIRECTOR (COMMERCIAL & SALES) Dhiranjan Malvey DIRECTORS (PROGRAMME) Ramakant Sharma Ms. Kamalini Dutt Ms. Usha Bhasin Vinod Kapoor E. S. Issac Ms. Ananya Banerjee Rajshekhar Vyas
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Dr. Ashok Tripathi Daljeet Singh Ms. Ved M. Rao Ms. Sita Nanda Sh. B. Chakrabarty Sh. Y.S. Ramavat DIRECTORS (ENGINEERING) J.P. Singh R. Srivastava H. K. Wadhwa S. K. Sharma A.K. Kuthiala R.K. Jain C.B.S.Maurya Ajaya Gupta Ravi Kumar K. Subramanian R.C. Bhatnagar JOINT DIRECTOR (AUDIENCE RESEARCH) Thakur Hansda DEPUTY DIRECTOR (PUBLIC RELATIONS) Ms. Surat Mishra

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Type Country Availability Founded Owner Key people Launch date Former names

Broadcast television network India National by Govt. of India Prasar Bharati Ministry of Information and Broadcasting 1959 All India Radio

ABOUT MISSION AND VISION
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With its vision of Satyam, Shivam and Sunderam, Doordarshan has a mission to reach every person with reliable news, balanced views, innovative educational programmes and wholesome entertainment. The Jaipur Kendra seeks to project the life and literature, art and culture of Rajasthan in its variegated forms. It strives not just to portray the resplendent past and the momentous present but to redesign a humane future. Doordarshan promotes discussion and dialogue to foster understanding and goodwill among all sections of society. It endeavors to inculcate scientific temper among the people. It attempts social reconstruction by waging a war

The first television programme was viewed by the people of Rajasthan on 1st August 1975 under the Satellite Instructional Television Experiment in the districts of Kota, Sawai Madhopur and Jaipur. Special educational programmes were then produced at Delhi. On 1st March 1977, Upgrah Doordarshan Kendra (UDK) was set up at Delhi. The programmes produced at UDK for Jaipur were relayed. On 1st June 1987, Jaipur Doordarshan Kendra was set up at Jhalana Doongri and transmission started on 6th July 1987. Initially the Kendra produced only 30 minutes of programming and this was gradually increased to about 4 hours. From 2nd Oct. 1993, the LPT’S located at Ajmer, Udaipur, Jodhpur and Bikaner and HPT at Bundi were
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connected with DDK Jaipur via satellite. Doordarshan introduced commercial service at Jaipur Kendra on 11/12/93. PRESENT STATUS: Doordarshan Jaipur is the only Programme Production Center in Rajasthan. The studios are housed at Jhalana Doongri, Jaipur and the transmitter is located at the Nahargarh Fort. As per the census figures of 2001, the channel covers 79% by population and 72% by area of Rajasthan. On 1/5/95 telecast of DD-2 programmes commenced from Jaipur using a 100W LPT. Now DD-2 converted as DD News is being telecast from a 10 KW HPT set up in 2000. The reach of the News channel is 11% by area and 32% by population. There are 74.85% TV and 35.83 % Cable homes in Urban Rajasthan and 25.69% TV, 7% Cable homes in Rural Rajasthan (NRS-2002). Presently this Kendra originates over four hours of daily programming (25 hrs and 30 minutes weekly) in Hindi and Rajasthani. Programmes are also telecast in Sindhi, Urdu, English and Sanskrit. This Kendra originates two news bulletins daily one in Hindi and one in Rajasthani and feeds important stories for the national bulletins including regular contribution in Rajyon Se Samachar at 1740 hrs daily on DD News. Major sports events are covered for national telecast in live /recorded mode. Programme contributions are also sent for national telecast. Programme sourcing is in-house and sponsored.
DRIVING ROAD,

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REGESTERED
DOORDARSHAN KENDRA, THALTEJ, AHEMDABAD. 380054 P. NO 07926853702

OFFICE

Ek Dalna Pankhi Timings : Mon - Fri : 2130 - 2200

Synopsis Photo Gallery

Tim ings : Mon - Thu : 2237 - 2300 Suhasini Synopsis Photo Gallery

Maara Sajanji

Timings : Mon - Wed : 2030 – 2100

Synopsis

Photo Gallery

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Movie

Movie

ASTITVA
Tabu, Sachin Khedekar, Mohnish Bahl and Namrata Shirokhar Saturday, the 24th January, 2009 at 9.30 P.M National Network

CORPORATE
Rajat Kapoor, Raj Babbar and Bipasha Basu and Manisha Lamba Friday, the 23rd January, 2009 at 9.30 P.M. National Network on DD-l

PRODUCT CATEGORY

Music National Programme of Music
Saturday at 8.30 AM on DD National Doordarshan Telecast the National program of Music in different categories

Comedy KABHI SAAS KABHI BAHU Monday
Wednesdays at 9.00 P.M. on DD 1

Serial KALPANA

at 9.00 p.m.

DD National Serial

Daily Soap KHATAM HONE SE PEHLE
Monday to Friday

Dance

PEHCHAAN
Monday to Friday 2.30 P.M.

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National on DD National (DD-1) Programme Sport of Dance
Thursday 11.30 P.M. on DD National (DD-1) Doordarshan Telecast the National program of Dance in different categories of Indian classics

12.00 Noon

on DD-1 Drama RAGHUKUL REET SADA CHALI AAYI
Every Thursday and Friday 8.30 P.M.

Serial AYE DIL -ENADAAN
Monday to Friday at 2.00 P.M.

on The National Channel (DD-1) and The DD Sports Channel Health YOG VIGYAN
Monday to Wednesday 7.30 A.M. on National Channel (DD-1)

National Channel (DD-1) DTH

DD Direct Plus

on DD-National New Series WILD ADVENTURES BALLOONING WITH BEDI BROTHERS
Sunday 11.00 AM

Family AIR HOSTESS
Wednesday 9.30 PM

Doordarshan is telecasting a Special Programme titled “Yog Vigyan”Produced by the Eminent Yoga Guru Ramdev from 1st September, 2008

DD National Transmitters DD Transmitters
Transmitters at various locations

on DD-National

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PRODUCTION PROCESS 1. Recorder programme
STEP: 1 MAKEUP Make up means it is a one kind of act in which we have got spot light in the front of camera so, we have get good reflection effect in the programme. Make up is a here it is not related to girls make up. But here make up is a necessary to identify the artist. According to skin tone we have used different types of makeup. For making make up to another person they used layers. STEP: 2 REHEARSALS

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Rehearsal is very much important in television industry. With help of rehearsal they have perform programme very good. If rehearsal is not done by the artist than it create problems. But some artist has not need more rehearsal. STEP: 3 SHOOTING In the shooting actor is a perform his performance and technician manage this shooting inside the studio room. In the studio room they have certain types of camera with the help of it technician know person is where stand. In machine different colors, light are there, so they know what happen actually. They have talk back system so, both technician and actors both are talk to each other at time of shooting. They have used particular degree of light at the time of shooting. In the night they have used blue light. Backlight is given for still photography and vidiography. Light is a given according to person. CCD camera in which need less amount of light. CCU is control by 3 levels. 1. VIDIO 2. MONITER 3. TELECOUNTER Sink and color brush both are necessary in shooting. If sink is not then it creates error and we found dot, zezeria in TV and if color brush is not their then picture look like black and white. Here there are 3 cameras. Camera 1 Camera 2 Camera 3 Color Bar Line up Line up
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STEP: 4 After recording then programme they applying though inset 4B satellite. The programme is applying in satellite and then decoding. Then it is we have get in our in TV set.

2. Live programme
Live programme in which rehearsal is not there but in which they are shooting first and then recoding it. They have a satellite van for live programme. It is applying on Satellite Decoding Final programme The van is used like mini Doordarshan.

PROCESS CHART ARTIST MAKEUP

STUDIO

REHEALSAL
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VIDIO

T.R.RECODER

AWORD & ACHIEVMENT :
SHRI MAHESHWARI ELECTED VICE CHAIRPERSON OF THE LEGAL COMMITTEE OF THE ICAO

Shri R.K. Maheshwari, Director (Regulations and Information) of the Directorate General of Civil Aviation was unanimously elected as the 2nd Vice Chairperson of the Legal Committee of the International Civil Aviation Organisation (ICAO) during the meeting of the Committee held in Montreal last week. The Legal Committee is an important arm of the ICAO dealing with various aspects of aviation law at international level.
A PACKAGE OF SERVICES FOR WOMEN & CHILDREN TO REDUCE THE INFANT AND MATERNAL MORTALITY RATE DEVELOPED BY THE MINISTRY OF HEALTH & FAMILY WELFARE - DR. C.P.THAKUR

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Union Minister of Health and Family Welfare, Dr. C.P.Thakur as announced that his Ministry has developed a package of services for women & children to reduce the infant and maternal mortality rate. The package includes the Reproductive and Child Health Programme and introduces steps for treating the major health problems of women. The measures include improving the quality and expanding the range of services at the community health centres by utilising part-time services of the private medical practitioners, gynaecologists and anaesthetists, besides making adequate provisions for transportation of pregnant women in those hospitals. Inaugurating the Health 'Mela' at Mathura, the birth place of Lord Krishna, on 17.9.2000, Dr. Thakur has informed that a national technical committee has been set up in the Department of Family Welfare to explore ways of reducing neo-natal mortality. This has been done in view of the serious concern being expressed regarding the infant mortality rate not coming down for the last three years. Intensified pulse polio campaigns are starting from 19.9.2000 in the States of U.P., Bihar, West Bengal and Delhi where the first round of polio immunisation will take place on 24th September. The Minister has called upon the Chiefs of the Panchayati Raj Institutions to keep vigil over the availability of doctors at the Primary Health Centres to ensure the proper medical care to the rural poor of their respective areas. He has also urged the villagers to come forward voluntarily to accept the small family norms. Objectives of National Population Policy and Family Welfare Programme could be made into reality only by providing better health care facility at the doorsteps of the neglected poor of the villages. Keeping this in view, his Ministry is organising Health 'Melas' for improving the quality of reproductive health services
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in the States of U.P., M.P., Bihar, Rajasthan, Orissa and Assam. The first of such Health 'Mela' being held at Mathura has been extended by a day in view of the heavy turn out of the people for the Health 'Mela' on the inaugural day. Hence, the Mela will come to close on 20.9.2000. The Health Minister, the Minister for Maternal and Child Welfare, the Minister for Public Works Department, Minister of State for Health of Uttar Pradesh Government, Members of Parliament and the Principal Secretary to Health of the State Government have also addressed the inaugural function. They have urged the Centre to set up a TRAUMA Centre at Mathura to serve the accident victims. Specialists from AIIMS, Safdarjung Hospital and Ram Manohar Lohia Hospital are camping there to help the State Health Authorities to make the health mela a success.

DR. C.P.THAKUR URGES MR. BILL GATES TO SET UP A CENTRE OF EXCELLENCE ON HEALTH CARE THROUGH INFORMATION TECHNOLOGY IN INDIA

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

CHAPTER: 2
INTRODUCTION TO TELEVISION ENTERTAINMENT INDUSTRY:

The Indian entertainment industry is a subject of national pride, international interest and media hype. The entertainment industry

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is a convergence of creativity and commerce. India and Chin were celebrated for their abilities in entertainment right from the eighteenth century. Entertainment in India was a powerful driver of social transformation. Several powerful films focused on burning social issues. The greatness of Indian entertainment lay in its timelessness and traditional glory. The Indian media and entertainment industry out-performed the economy in 2003 and it grew at a rate of 17 percent in 2004 to approximately Rs 22,500 crore from Rs 19,200 crore in 2003. The growth in the Indian entertainment industry is primarily driven by an increase in television viewer ship and improved realizations from television subscription and film exhibition. India’s position in global entertainment industry Although India has the largest depth and diversity in entertainment today, but it is nowhere in terms of dollar values. India has lost its pre-eminent position in the world of entertainment. The global media and entertainment market is worth a huge one trillion US dollars. USA makes up about half of this market. USA also makes up a third to two-third of this market in virtually every segment- from music, radio, television distribution, amusement parks, newspaper publishing and books. USA makes about 450 movies a year and earns $32 billion while India makes 800 movies a year and earns only $0.5 billion. The same stands true for the Indian music industry also. In television, India has about 90 national channels which is more or less the same number of channels that USA has. But the revenues earned by Indian television industry is less than one-hundredth of that of the US television industry. In aggregate terms, Indian entertainment industry adds up to a meager $2 billion in revenues. This is just 0.5 percent of that of USA and 0.2 percent of that of the world. In short, the participation of Indian entertainment in the trillion dollar global media and entertainment industry is marginal at present. All this is undoubtedly due to the huge difference in GDP of USA and India. India’s GDP is
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estimated to grow from $500 billion to several trillion US dollars and the entertainment industry in India has the potential to grow 100 times to $200 billion in 20 years.

Indian Television Industry:
The television industry in India, which is expected to take a lion’s share in contribution to the total revenues of the media and entertainment industry, has undergone a major transformation over the last few years. From a single public service sector broadcaster, television has grown into a thriving industry with over 300 channels being beamed across India. With approximately 8.5 crore television households, India is the third highestmarket in the world, behind China and USA. The Indian television industry’s subscription revenues from distribution, television and cable advertising and software exports accounted for 63 percent, 33 percent and 4 percent respectively of the total television revenues in 2003. Revenues from television are expected to grow at a CAGR of 17 percent over the next 5 years to Rs 28,852 crore approximately by 2008.

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Indian Movie Industry:
The Indian movie industry is the most popular source of entertainment contributing about 23 percent to the Rs 19,200 crore entertainment pie. Industry players are recognizing the need for improvements in order to unlock the significant growth potential in the industry. The Indian movie industry is expected to grow at approximately 18 percent CAGR to reach Rs 10,100 crores by 2008 from the level of Rs 4,500 crores in year 2003.

Indian Music Industry:
The Indian music industry is worth Rs 1680 crore, going by the figures of year 2004, India being one of the largest markets in the world in terms of units sold. It is slated to grow at a CAGR of 8 percent and would be worth Rs 1840 crore by year 2005. In line with the general outlook for the global music industry and the increasing digital piracy, certain key shifts: as the emergence of a more participative model where the film producer and the music company share the risks and rewards proportionately; higher investment by the film and music segments in the encrypting technology, digital distribution; increased organized retailing of music through large format retail outlets which will increase the sale of legitimate music and reduce distribution costs and thus improve margins are important which is likely to have a positive impact on the music industry.

Digital age providing endless opportunities!
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The digital age gives the ability to make the Indian entertainment industry one of the largest creators of wealth for India. Consequently, it will help raise India’s GDP and regain its global leadership in entertainment. Digital entertainment is creating new domains for entertainment. At present, different forms of entertainment be it music, radio, movies or television is Offered through distinct devices and different settings. But the digital age is converting them to one platform in the virtual world. This convergence is creating new domains such as animation, gaming, edutainment and virtual tourism. Not only this, digital entertainment is fostering new opportunities for creativity. It can put extremely powerful low cost tools into the hands of people in their homes. It will be possible to use digital tools in graphics, animation and music to compose a creative expression. Apart from this, digital entertainment is giving consumers the opportunity to avail entertainment in anytime, any-place, any-format mode and on-demand. They can be available on phones, watches, headgears, cars, trains, planes and even on lamp-posts. Last but not the least, it is enlarging the revenues pie. In olden days, we had limited prints distributed to territories sequentially but with digital entertainment it will be possible to digitally release a movie simultaneously to millions of customers. This will lead to huge revenues in just a few hours and digital entertainment will ring cash registers.

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Challenges of Doordarshan
The digital age presents India with a wonderful opportunity to regain its past glory in the entertainment sector. This is because India will soon have the largest digital infrastructure in the world. In the recent past, the world has been recognizing that India is the second largest market for media and entertainment. Not only this, India also has the opportunity to emerge as a global hub for digital entertainment. But with these opportunities come several challenges. The foremost being that of infrastructure. India has the challenge of Building a broadband digital network to reach every city, every village, Every home and every office. The second challenge is that of human resources. Building, operating and maintaining such an infrastructure requires millions of trained
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engineers, operators and technicians. The third challenge lies in technology. Building an overarching broadband network calls for huge server farms and new devices have to be developed. The fourth challenge is for the business of entertainment. Indian entertainment has to expand its reach in global markets. Indian entertainment has to be transformed to create entertainment for diverse consumers in different markets. The final challenge is for the government. Government has to facilitate digital entertainment evolve as an industry. The entertainment industry currently is highly fragmented and disorganized and the government has to facilitate a corporate framework in entertainment. Inter-company comparison A study of the financials for the quarter ended December ’04 for some of the companies like Zee Telefilms, NDTV, Balaji Telefilms and TV-18 in the media and entertainment industry, we found that Balaji, NDTV and TV Today reported y-o-y higher sales in Q3FY05 while Zee’s top line reported a 10 percent fall and TV Today by 7 percent mainly on account of fall in their advertising revenues. NDTV revenues surged 120 percent on account of increased advertising revenues. The operating margins of TV 18 and NDTV increased in Q3FY05 as compared with Q3FY04 on the back of top line growth and rein on expenditure. Balaji’s and TV Today’s expenses and Zee’s top line performance led to a fall in the operating margins in Q3FY05.
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As regards the net profits, NDTV and TV 18 were the only companies showing shining bottom-line in Q3FY05 as compared with the corresponding quarter last year. The strong top line growth coupled with a tight control on expenditure made them fare much better than their peers in the industry. Relative Valuations Company Zee TV 18 Balaji NDTV TV Today CMP (Rs) 150 220 96 180 93 OPM (Incl OI) (%) 29 52.2 37.3 25.8 25.6 NPM (%) 19.7 36.9 22.7 14.5 12.8 EV/Sales (x) 4.6 5.4 3.3 7.6 3.8 EV/EBIDTA (x) 15.3 10.3 8.7 28.8 14 P/E (x) 21.5 12.8 14.2 47.7 28.1 Cash P/E (x) 19.3 10.4 11.8 31.1 15.5 Mcap/Sales (x) 4.4 4.7 3.3 7.1 3.8 Note: Book value figures are as per the latest annual results available Financials are on ttm basis. At the current market price, TV 18 is quoting a P/E of 12.8x its TTM December ’04 earnings which is the lowest as compared with its peers in the industry. EV/Sales and EV/EBIDTA at 3.3x and 8.7x respectively for Balaji is lower as compared with Zee, TV 18, TV Today and NDTV. Mcap/Sales at 3.3x for Balaji Telefilms is lower than that of Zee at 4.4x, TV 18 at 4.7x, TV Today at 3.8x and NDTV at 7.1x. Future perfect! India has the opportunity to emerge as a global hub for digital
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entertainment. Indian entertainment has the ability to offer a whole range of services for the world in digital entertainment-from content andanimation to distribution. India has the opportunity to combine several factors to create a whole new ecosystem in entertainment. India has the opportunity to take a great leap and regain its global leadership in entertainment. India can target a 100-fold growth in the entertainment industry in 20 years to reach a size of $200 billion and has an opportunity to bring about an entertainment revolution.

CHAPTER: 3
INTRODUCTION TO SERVICE MARKETING :
MEANING: Service can be define as bundle of benefits or the set of benefit which is offered by one party to another party which is necessary intangible & does not result into ownership of anything.

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CHARACTERISTIC OF SERVICE MARKETING: 1. Intangibility: Services cannot be seen and touch without consumption. Services provide by the DOORDERSAN programme are intangible in nature. We can only realize the benefits provide by broadcasting firms means we can enjoy the entertainment programmes broadcast on DOORDERSAN. 2. Inseparability: Services cannot be possible without person or services provider. Services are inseparability without services provider. Services is basically depend upon people . In DOORDERSAN one we can say without Actors. we people don’t get services of programme.
3.

Perishability:

Services cannot store beyond the extent service are time bound. Service provided by DOORDERSAN are restore the entertainment. What ever programme is being broadcasted we can’t another time. It are time bound. 4. Variability: Every time services make different according to the Actors and service provider. It is depend upon human being. DOORDERSAN provides service by highly variable in nature because it depends upon the mood of Actors and service provider. 5. No ownership:

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Services do not result on any ownership. Whatever money we are not owner it as get benefit not ownership. DOORDERSAN is available as free that is we get benefit.

MARKETING MIX:
INTRODUCTION OF MARKETING
The modern concept marketing is to satisfy the consumers’ needs. It is the Marketing task to understand consumers’ needs and place the product that meets the Expectations, wants of the consumers. Marketing is a consumer-oriented concept. Consumer is a main party around with. All marketing activities revel. It is manufacturing and making available those Marketing activities is a continuous process. Every time there is a change in Likes, needs, wants and preference of consumers, the marking strategy has to be changed suitably.
WHAT IS MARKETING?
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Marketing is delivery of customer satisfaction at a profit. Marketing is an economic process by which goods services and exchanged. Between the producer and consumer and their values are determined in the terms of the money price.
ACCORDING TO PHILIP KOTLER

“Marketing is a social and managerial process by which individuals and group Obtain what they need and want through cresting and exchanging products of value With Others.”

M A R K E T I N G I X

PRODUCT PRICE PLACE PROMOTION PEOPLE PROCESS PHYSICAL AVIDANCE
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INTRODUCTION OF DOORDARSAN
For providing information under sub-section (5) of Section 7, the fee shall be charged by way of cash against proper receipt or by Demand Draft or bankers cheque payable to the Drawing and Disbursing Officer of Doordarshan Kendra, Ahmedabad at the following rates; 1. for information provided in diskette or floppy and 2. for information provided in printed form at the price fixed for such publication or rupees two per page of photocopy for extracts from the publication. The following officers are designated as the APIOs of the Kendra . 1. Sh A.K.Gupta, Superintending Engineer - Technical Section 2.Sh Urvish Dave,DD(P) -Administrative Section (including
41

Accounts Section ) and Programme Section. 3. Sh Dhiraj Kakadia , Joint Director (News ) - News Section REQUEST FOR OBTAINING INFORMATION UNDER RTI, ACT 2005 Any request for obtaining information pertaining to the Kendra, should be addressed to the PIO, Dy.Director General(I/c),/Director Prasar Bharati, Broadcasting Corporation of India, Doordarshan Kendra, Thaltej Tekra, Ahmedabad-380 054. The request for obtaining information under sub-section (1) of section 6 shall be accompanied by an application fee of Rupees ten by way of cash against proper receipt or by demand draft or bankers cheque payable to the Drawing and Disbursing Officer of Doordarshan Kendra, Ahmedabad . The request may be filled in the form which can be downloaded from the site. For providing the information under sub-section (10 ) of Section 7, the fee shall be charged by way of cash against proper receipt or by Demand Draft or bankers cheque payable to the Drawing and Disbursing Officer of Doordarshan Kendra, Ahmedabad at the following rates :1. rupees two for each page (in A-4 or A-3 size paper) created or copied. 2. Actual charge or cost price of a copy in larger size paper 3. Actual cost or price for samples or models; and 4. For inspection of records, no fee for the first hour, and a fee of rupees five for each fifteen minutes (or fraction thereof) thereafter. For providing information under sub-section (5) of Section 7, the fee shall be charged by way of cash against proper receipt or by Demand Draft or bankers cheque payable to the Drawing and
42

Disbursing Officer of Doordarshan Kendra, Ahmedabad at the following rates; 1. for information provided in diskette or floppy and 2. for information provided in printed form at the price fixed for such publication or rupees two per page of photocopy for extracts from the publication. The following officers are designated as the APIOs of the Kendra . 1. Sh A.K.Gupta, Superintending Engineer - Technical Section 2.Sh Urvish Dave,DD(P) -Administrative Section (including Accounts Section ) and Programme Section. 3. Sh Dhiraj Kakadia , Joint Director (News ) - News Section

CHAPTER: 4
SEGMENTATION, TARGETING & POSIONING
SEGMENTATION
43

MEANING: Segmentation can be defined as classification of consumer according to their needs & wants. Segmentation strategy is used Classification can be done according to:
1.

by

DOORDERSAN.

GEOGRAPHIC SEGMENTATION:

Geographic segmentation can be defined as division of the market in to deterrent geographical units such as nation, sates, region, cities etc. DOORDERSAN use geographical segmentation. According to different region, state they are uses different languages like Hindi, Gujrati, English, and Marathi etc.

2.DEMOGRAPHIC SEGMENTATION: Demographic segmentation can be defined as classification of the markets on the bases of certain variables such as age, lifecycle, gender, income, occupation, generation, social class and life stages. DOORDERSAN is using Demographic segmentation. They have classified their consumer according to generation based and age group segmentation. (A). Age: As the Age change people taste and preferences changes so you need not classified the entire age and according to that age we identify that at which group or age our product is suitable. DD provides age group segmentation.
44

Reality shows, News: Which made for all young people Cartoons: Specially target to children News: Mature people (B). Generation: Generation basically use for those people who are living for particular period. DD as playing the entire PROGRAMME, which is suitable for generation people.

3.BEHAVIOURAL SEGMENTATION: Behavioral segmentation is classification of consumer on the bases of behavioral variables like occasions, benefit, user status, usage rate, and buyer’s readiness level and loyalty status. (A). Occasions Based segmentation: Every occasion consumer required something different. Occasion can be defined in term of time of day, week, month, and year or in terms of other well defined temparal aspects of a consumer life. DD during Uttarayan design all programmes to meet the requirements of Uttarayan, on Rakshabandhan, Navratri and other festival special programmes are arranged. (B). Benefit saught:

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In this kind of segmentation marketers divide the consumers according to the benefits they seek from the product. All programmes, which are melodious songs, news are played by DD ONE to cater more watcher. Who are listen the songs first time only (C). Usage Rate: Usage Rate is the rate at which consumer is using or consuming a specific product. There are 3 types of usage rate.

1. Light user: Who are watching DD ONE 1 hours & less then 1 hour 2.Medium user: Who are watching DD ONE 2 hours or 4 hours 3.Heavy user: Who are watching DD ONE always?

(D). Loyalty status: Consumer uses (stick) only one brands that is loyalty of consumer. You are classifying the consumer on the bases of loyalty. 1. Hardcore loyals:
46

The consumers who are watching only our programmes and if DD one is not available consumer will not switch completing channel. He puts more affords to watching only our programmes. 2. Splits loyals: whose loyalties are splits among 2 or 3 channels. Consumer’s preference would be divided among these channels only. If one channel is not available than consumer switch to the next specify the channel.

3.

Shifting loyals: Are those consumers who shift their loyalties from one channel to another channel. There is no predecided order to watching any channel

4.Switchers: Are those consumers who don’t saw any loyalty to the any of the channel. DD one continuously come out with competitive same programmes for longer time provide so, that switchers, splits loyals and shifting loyals can be converted into hardcore loyal listeners.
4.

PSYCHOGRAPHIC SEGMENTATION:

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Psychographics segmentation can be defined as classification of the consumer on the bases of psychographical variables like spersonality, beliefs and lifecycle. DD ONE people do not use psychographics segmentation is not involve in the business of DOORDERSAN.

TARGETING
Targeting can be defined as selection of this segment or group of consumers. Sharing common needs & characteristics to cater with the company’s services. DD one they have product specialized and market specialized. (A). Full coverge : In full coverage we are not focusing on particular segment or product or service. Marketer tries to capture whole market.

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In DOORDARSHAN we found that there is full coverage market by it.DOORDARSHAN have different programme for different kind of people. Like, cartoon Gali- Gali Sim-sim for children. News programme for business man, Career programme for unger people.

In different rigion DD has different types of channel of language like, DD Gujarati , DD Marathi ,DD News , DD1 , DD- 11 etc. So, we can say DOORDARSHAN covered FULL COVARAGE .

POSITIONING:
Positioning is an affords to design companies offering & image So, that it will occupy unique & distinctive place in mind of consumer. . Differentiation is a key to obtain the position in the mind of consumer differentiation is the positioning strategy used to make the distinction between any two brands falling in the same product category. STRATEGIES OF DIFFERNCIATION:
1.

Product Differentiation:
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Design or differentiate the product than the competitor’s product like shape, flavors, quality, features, colors, etc.DD one creates position in the mind of WATCHERS by creating different programmes, which are more attractive and entertaining than others programme.

2.

Image Differentiation:

It means strong image towards brand or channel of company in the mind of consumer. DOORDARSHAN tries to create all together different image in the mind of the consumers to attract more watchers. The company does it by playing different varieties of the popular programme and broadcasting various attractive programmes. In rural area there is good image in the mind of consumer. 3. channel differenciation DOORDARSHAN has all the channels related to DD. With the help of satellite different types of DD channels are provide to the TV users . In AMOOL they have own parler the same thing is happen with DOORDARSHAN they have also their own channels.

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CHAPTER:5
SERVICE PRODUCT

PROGRAM SCHEDULE
MONDAY GRAM JAGAT (R) TUESDAY GRAM JAGAT (R) WEDNESDAY GRAM JAGAT (R) THURSDAY GRAM JAGAT (R) FRIDAY GRAM (R) KRUSHIDARSHAN (R) SPONSRED PROGRAMME/ KRUSHIDARSHAN (R) SPONSORED PROGRAMME KRUSHIDARSHAN (R) SPONSORED PROGRAMME KRUSHIDARSHAN (R) SPONSORED KRUSHIDARSH AN (R) SPONSORED JAGAT

TIME

SUND

06.00

FITNE

EXER

06.30

BHAJA

07.00

SPON

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(ATMIK YATRA)/YOGA

(DAR MANO)

ROJ

NA

(DAR MANO)

ROJ

NA

PROGRAMME (DAR MANO) ROJ NA

PROGRAMME (DAR JIVAN ROJ NA NO

PROG (DAR

JIVAN NO ANAND

JIVAN NO ANAND JIVAN NO ANAND

JIVAN

ANAND MANO) SPON. PROGRAMME / DEVOTIONAL MUSIC DDK RAJKOT

MANO

07.30

SPON. PROGRAMME DEVOTIONAL MUSIC /

SPON. PROGRAMME DEVOTIONAL MUSIC /

SPON. PROGRAMME DEVOTIONAL MUSIC /

SPON. PROGRAMME / DEVOTIONAL MUSIC

SPON

PROG

DEVO

MUSI

08.00

DDK RAJKOT

DDK RAJKOT

DDK RAJKOT

DDK RAJKOT

SPON

PROG

CLASS

DANC DEVOTIONAL MUSIC SAMACHAR SUGAM SANGEET(F) CLASSICAL VOCAL DEVOTIONAL MUSIC SAMACHAR SUGAM SANGEET(R) CLASSICAL INSTUR. EDUCATION TV EDUCATION TV EDUCATION TV DEVOTIONAL MUSIC SAMACHAR SUGAM SANGEET(F) LOKGEET (R) DEVOTIONAL MUSIC SAMACHAR SUGAM SANGEET (R) DOCUMENTARYRAJKOT EDUCATIION TV EDUCATIION TV VIKASPATH HASTAKALA SAMAJIK (1,2,3) SATYAGRHA NA SAHITYA SARVANI (2-4) DDK CONTR SPONSORED PROG. SPONSORED PROG. SPONSORED RAJKOT COMMISSIONE ED PROG. SPONSORED PROG. SPONSORED PROG. SPONSORED SO VARSH (4,5) DDK CONTRV: SPONSORD PROG. RAJKOT DDK CONTRV: SPONSORD PROG. SPONSORD PROG. SPONSORD PROGRAMME SPONSORD PROG. SPONSORD RAJKOT DDK CONTRV: SPONSORD PROG. SPONSORD PROGRAMME SPONSORD RAJKOT NYAY LOK GEET YOUTH (1-3-5) FOLK DEVOTIONAL MUSIC SAMACHAR SUGAM SANGEET (R) FILMI SARGAM

08.30

DEVO

MUSI

09.00

SAMA

09.15

ZARU

(STAT

09.30

DAYR

MNTS

10.00

KUMP

10.30

11.00

RAMT (R)

11.30

SPON

PROG

12.00

SPON

PROG

12.30

SPON

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PROGRAMME SPONSORD PROG. SPONSORD PROGRAMME SPONSORD PROG. SPONSORD PROGRAMME SPONSORD PROG. SPONSORD PROGRAMME PAKVAN (F) PAKVAN (F)

PROGRAMME SPONSORD PROGRAMME SPONSORD PROGRAMME SPONSORD PROGRAMME PAKVAN (F)

PROG. SPONSORED PROG. SPONSORED PROG. SPONSORED PROG. PAKVAN (R)

PROG. SPONSORED PROG. SPONSORED PROG. SPONSORED PROG. PAKVAN (R)

PROG

13.00

SPON

PROG

13.30

SPON

PROG

14.00

SPON

PROG

14.30

PRAD (R)

14.45

SPONSORD PROG.

SPONSORD PROGRAMME

SPONSORD PROGRAMME

SPONSORED PROG.

SPONSORED PROG.

SPON

PROG

1500-

2000 KRUSHIDARSHAN KRUSHIDARSHAN KRUSHIDARSHAN KRUSHI DARSHAN COMMUNAL HARMONY NATAK (2)/ SPORT (3) SCIENCE (4) MARA SAJANNI MARA SAJANNI MARA SAJANNI AIDS (1)/ENVIRONMENT (2)/ (3-5)/ (4) SPONSORED PROG. (GNAN PRAKASH) SPONSORED PROG. (GNAN PRAKASH) SPONSORED PROG. (GNAN PRAKASH) (GNAN PRAKASH) (GNAN PRAKASH) EK DAL NA EK DAL NA EK DAL NA PANKHI (R) CORP. KUNVAR CORP. (R) EK DAL NA PNKHI (R) VANITA (1,3,5) SAKSHARTA (2,4) MONTAGE CAPTION / MONTAGE CAPTION / MONTAGE CAPTION / MONTAGE / KATHA (F) JAGRUTI (1,3,5) NIRANTE (2,4,) MONTAGE / SARITA SPONSORED PROG. SPONSORED PROG. WATER HASTKALA CONSERVATION COMMISSIONED PROG.

20.00

20.30

21.00

21.30

PANKHI (R) KUNVAR CORP. (R)

PANKHI (R) KUNVAR (R)

22.00

22.29

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GUJARAT PLUS

GUJARAT PLUS

GUJARAT PLUS

CAPTION GUJARAT PLUS

CAPTION GUJARAT PLUS ANNOUNCEMENT ABOUT PROG. SAMACHAR (RECORDED NEWS BULLETIN) DAYRO (R) DAY’S

22.30

ANNOUNCEMENT ABOUT PROGRAMME SAMACHAR (RECORDED NEWS BULLETIN) SUHASINI SOAP) ECONOMY INVESTMENT OPPORTUNITIES (1,3,5) EDU. (2,4,) CLOSING CAPTION TOMORROWS’ PROG. GUJARAT PLUS AVENUES / (DAILY DAY’S

ANNOUNCEMENT ABOUT DAY’S PROGRAMME SAMACHAR (RECORDED NEWS BULLETIN) SUHASINI (DAILY SOAP) TOURISM (1,3,5,) GAMMAT (2,4) GULAL

ANNOUNCEMENT ABOUT PROGRAMME SAMACHAR (RECORDED NEWS BULLETIN) SUHASINI SOAP) FILMI SARGAM (R) (DAILY DAY’S

ANNOUNCEMENT ABOUT PROG. SAMACHAR (RECORDED NEWS BULLETIN) SUHASINI (DAILY SOAP) UNFORGETTABLE GUJARATI SONGS (1,2) GAZAL (3,5) MARRIAGE SONGS DAY’S

22.32

23.37

23.00

CONTD.

23.29

CLOSING CAPTION TOMORROWS’ PROG. GUJARAT PLUS

CLOSING CAPTION TOMORROWS’ PROG. GUJARAT PLUS

CLOSING CAPTION TOMORROWS’ PROG. GUJARAT PLUS

CLOSING CAPTION TOMORROWS’ PROG. GUJARAT PLUS SPONSORED PROG. SAUGAT

23.30

SPONSERD PROG./ CLASSICAL MUSIC

SPONSERD PROG./ CLASSICAL MUSIC

SPONSERD PROG./ CLASSICAL MUSIC

GARBA

00.00

GUJ. FILM CONTD CONTD CONTD CONTD

FEATURE

GUJ. FILM CONTD CONTD CONTD CONTD

FEATURE

GUJ. FILM CONTD CONTD CONTD CONTD

FEATURE

GUJ. FILM CONTD CONTD CONTD CONTD

FEATURE

GUJ. FILM CONTD CONTD CONTD CONTD

FEATURE

00.30

01.00

01.30

02.00

02.30

CLASSICAL DANCE (R)

CLASSICAL DANCE (R)

CLASSICAL DANCE (R)/ GARBA

CLASSICAL DANCE (R)

CLASSICAL

54

DANCE (R)/ GARBA DAYRO (R) DAYRO (R) DAYRO (R) DAYRO DAYRO

03.00

to

05.00 BHAJAN BHAJAN BHAJAN BHAJAN BHAJAN

05.30

PROGRAM SCHEDULE - Regional
TIME 15.00 15.05 MONDA TUESDA WEDNESDAY THURSDA FRIDAY SATURDAY MONTAGE AND OPENING ANNOUNCEMENT AND RAILWAY INQUIRY Vyomkes h Bakshi Vyomkes h Bakshi Jagruti (1-3-5) Nirante (2 – 4) Youth (1-35) Kumpal (24) Rojgar Samacha r (15’) Pradakshi na (15’) Hastakala Samajik Sports (4)

(1)

Communal Harmon

Ny

15.30

Sponsore d Program me GYANWA NI

Sponsore d Program me GYANWA NI IN HOUSE DAILY SOAP (MARA SAJANJI)

Sponsored Programme GYANWANI

Sponsored Programme GYANWANI

Sponsore d Program me GYANWA NI

Sponsored GYANWANI

Progra

16.00

Daily Soap ( In House) (MARA SAJANJI)

IN DAILY (MARA

HOUSE SOAP

GAMMAT GULAL (In ) House

(In House) KUNVEAR A CORPOR ATION

(In KUNVEARA

House)

SAJANJI)

CORPORATION

Programme

16.30

Daily Soap (In House) Ek Dalna Pankhi

Daily Soap (In House) Ek Dalna Pankhi

Daily Soap (In House) Ek Pankhi Dalna

Daily Soap (In House) Ek Dalna

Daily Soap (In House)

DAYRO

Pankhi

Ek Dalna Pankhi

55

17.00

Vanita (1-3-5) Sakshart a (2-4)

VIKASH PATH

Ramta (1-3-5)

Ramta

Anjuman (2-4) Saugat (13-5)

Hello Doctor

-do-

Uphar (2-4)

17.25 17.30 Gram Jagat Gram Jagat 18.00 Krushi Darshan 18.30 Sponsored Programme Krushi Darshan Sponsore d Program me 18.55 19.00 19.15 Sponsored Programme Sponsore d Program me 19.30 Sponsored Programme Sponsore d Program me 20.00

NEXT DAY’S HIGHLIGHTS, SOS AND RAILWAY ENQUIRY Gram Jagat Gram Jagat Gram Jagat Krushi Darshan Krushi Darshan Sponsored Programme Sponsored Programme Krushi Darshan Sponsore d Program me NEXT DAY’S HIGHLIHTS AND RAILWAY ENQUIRY S a m a c h a r in G u j a r a t i Sponsored Programme Sponsored Programme Sponsore d Program me Sponsored Programme Sponsored Programme Filmi Sargam (In House) NationalProgramme Hazir Ho -do-

Sponsored Program

Sponsored Program

Sponsored Program

56

PROCESS OF SERVICE: 1.Service benefits concept: What benefit gets from service to understand? In DD ONE we have get many benefits. GAMMATGULAL: ENJOYMENT NEWS: INFORMATION MELODIUS SONGS: ENTERTAINTMENT

2.Service concept: Convert the benefit into the form of services. Marketer should convert the benefit into the form of services means here the need
57

wants of the customers to get expected benefit from the services should be fulfilled. 3.Service Delivery Concept: How we delivery services. It should be deliver, package, individual or it should be directly deliver at your home. DD one is delivered the services by programme at home.

CHAPTER:6
PRICING:

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Meaning: Value of product in terms of money it is call price “Pricing means you are giving in return of product.”

Factor affecting pricing:
1.

Objectives of pricing:

Before you decide the price of services. What you want by specific price. There are many objectives like survival, profit maximization, penetration, and skimming and price quality leadership.
2.

Determining Demand:

Price highly related with Demand. Various techniques are used. Demand comes from customer, Demand determine by various type like to analyses price sensitivity, elasticity of demand and estimate demand patterns.
3.

Estimating cost:

Objectives and Demand necessary estimate. You need to same time cost of production. There are different types of cost like fixed cost, variable cost, average cost marginal cost and total cost. Average cost is a cost per unit. Average cost is very important for us.
4.

Competitor’s price:

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We decide price, we check out competitors price. Price to dealer, distributors, retailer, wholesaler and consumer. How much fixed cost of competitors? Suppose DD channel distribution cost is 5 crore and other channel distribution cost is 3 crore. It means less price of competitors channel.

METHOD OF PRICING:
There are various methods of pricing and they are described as follows: 1.Mark Up Pricing: The first method of pricing is mark up pricing. The most elementary pricing method is to add a standard markup to the product’s cost. Mark up pricing is equal to unit cost upon 1 – desired return on sales, where unit cost is equal to addition on variable cost and fixed cost divided by unit sales. 2.Target Return Pricing :

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The second method of pricing is target return pricing. In target return pricing the firm determines the price that would yield its rate of return on investment. Target return pricing is equal to unit cost + desired return multiplied by invested capital upon unit sales. 3.Break – Even Point Pricing : The third pricing method is break-even point pricing in which the firm is deciding the amount that will generate no profit and no loss situation. The firm should charge that minimum amount where he is getting no profit and no loss but he cannot charge less than this. 4.Perceived Value Pricing : The fourth method of pricing is perceived value. Perceived value is made up of several elements such as the buyer’s image of the product performance, the channel deliverables, customer support, etc. They must deliver the value promised by their value proposition and the consumer must perceive this value.

PRICE RATE
In advertisement sector there is commercial section. ISHU DESAI and NARENDRA PATEL manage this section. ADVERTISEMENT:
7 SECOND 7 SECOND AHEMEDABAD DELHI 90000 61 10000 R.s

CHAPTER:7
PLACE
LOCATION:
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The company would decide about the place where the service or product is to be distributed. DD ONE is located generally in A or B category cities. Distribution channel is a set of interdependent organization involves in the process of making product or services available for use or consumption by the consumer. The company has some of the stations in different part of country. DD ONE is set at some prominent locations in the country, which are run by the company itself. DD ONE is at over all cities.

COVERAGE: The area that DD ONE covers is about 100 K.M the station. They have started their stations in all cities in India. They have various towers so they are covering wide area.

CHNNEL LEVEL: It is a set of independent intermediaries that helps in making goods available to final consumer. There is no any intermediary in between service customer. “Hear in DD ONE provides Zero level channel” provider and

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Zero level channels also called a direct marketing channel consist of a manufacturer selling direct to the final consumer.

SERVICE PROVIDER

CUSTOMER

CHAPTER:8
PROMOTION
Promotion refers to all activities designed by the firm to influence buyer’s behavior through communication to make the product or service and price to communicate persuade and motive tools for the purpose. Advertisement, Publicity, Sales Promotion, Public Relations and Personal selling through which one can increase

64

demand of its product or service. DD ONE puts lots of efforts on these promotional activities to attract the listeners. The following are the promotional activities through which it can create it image in the minds of public: 1) Public Relation : Public relation is one of the promotional activity through which it can crate image in the mind of listeners. RADIO ONE maintains public relation by visiting Malls and Public Places. RJ’s comes into eyes of the public and listeners respond very well to them. Public relations help in gaining high credibility, ability to catch listeners off guard. RADIO ONE wishes on birth days & come to college campus to take interview & take the opinion of the public to bind relationship with them.
2)

Sales Promotion :

Company’s uses sales promotion tools like couple tickets, free passes, coupons and draw a strong image in the mind of listeners. By providing various sales promotions it will able to cater more listeners and gain a strong position in the market in future.

3) Advertisement : Companies do advertising of their services of product through many ways. MY FM does advertising by giving advertisement in newspaper, hoardings, magazines, Internet, etc. and they make aware to the listeners. 4) Publicity:

65

Radio one announces during Uttarayan they say people to save the life with you festival the Uttarayan. They inform people to take of our life. 5) Events and Experience: It can be define as a participating or endouricing events and experience programme to provide more exposure brand to the customer. Radio one people come out different kind of event such as “BOLLYWOOD BADSHAH”. Which is quiz programme a person who give 10 answer about that question they give 5000 R.s

CHAPTER :9
PEOPLE
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People are nothing but the service provider and customer. People can be ACTORES, Celebrity, Customer, etc. There are generally two types of people i.e. Service Provider and Customer. hey are described as follows:
1)

Service Provider:

Service provider is more important. There are two type of service provider i.e. invisible and visible. The ACTORES who just provides service On Air and does not come into the eyes of customer is called invisible service provider and those who comes into the eyes of the public are called visible service provider. Following are the important people for DOORDARSHAN Company as a service provider:        Art Director Actors Programme Designer Script Writer Programme Director Financers Space Selling Executives

Why people important:
People are a crucial role in the organization. Without people the organization cannot do anything. Service is not possible without people. In DOORDARSHAN the ACTORES who perform the programme and if suppose they are not in their then it is not possible that’s why people must be needed in organization. There are two types of people: 1) High contact people:
67

High contact people are those people who are coming in very frequently interaction with customer. We should recruit the high contact people by following way. Presence of mind Good communication They good held any position E.g. ACTORES, NEWS READER, PERFORMER 2) Low contact people: Low contact people are those people who are less interaction with customer.      Promoters Programme designer Script Writer Programme Director Financers

NAME OF THE PEOPLE
NEWS READERS NAME 1) Jayesh Modi- DD1 - ENGLISH 2) Nilam sarma- DD1- HINDI 3)Mr Tomar – DD1- ENGLISH 4) Rakhi Bashi- DD1 – ENGLISH

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CHAPTER 10
PRODUCTION PROCESS 1. Recorder programme
STEP: 1 MAKEUP

69

Make up means it is a one kind of act in which we have got spot light in the front of camera so, we have get good reflection effect in the programme. Make up is a here it is not related to girls make up. But here make up is a necessary to identify the artist. According to skin tone we have used different types of makeup. For making make up to another person they used layers. STEP: 2 REHEARSALS Rehearsal is very much important in television industry. With help of rehearsal they have perform programme very good. If rehearsal is not done by the artist than it create problems. But some artist has not need more rehearsal. STEP: 3 SHOOTING In the shooting actor is a perform his performance and technician manage this shooting inside the studio room. In the studio room they have certain types of camera with the help of it technician know person is where stand. In machine different colors, light are there, so they know what happen actually. They have talk back system so, both technician and actors both are talk to each other at time of shooting. They have used particular degree of light at the time of shooting. In the night they have used blue light. Backlight is given for still photography and vidiography. Light is a given according to person. CCD camera in which need less amount of light. CCU is control by 3 levels. 4. VIDIO 5. MONITER
70

6. TELECOUNTER Sink and color brush both are necessary in shooting. If sink is not then it creates error and we found dot, zezeria in TV and if color brush is not their then picture look like black and white. Here there are 3 cameras. Camera 1 Camera 2 Camera 3 STEP: 4 After recording then programme they applying though inset 4B satellite. The programme is applying in satellite and then decoding. Then it is we have get in our in TV set. Color Bar Line up Line up

CHAPTER: 11
PHYSICAL AVIDANCE
Physical Evidence includes the following things:     Studio Equipment Copyrights Crowds
71

 Promotion Vans  Etc. Generally there are 2 type of Physical evidence and they are described as follows: Essential Evidence: Essential evidence is that evidence without which services cannot be provided. The essential evidence is equipment, computers, mike, signal tower, headphones, etc. Peripheral Evidence: Peripheral evidence is those which a customer carries along with them and which add value to the brand image. Example: - RADIO ONE uses GREEN and YELLOW color. By listening to RADIO ONE the listeners must feel that the programme and songs which are being played are specifically made for him/her only, so he will feel that this is RADIO ONE 95.00 F.M. It’s hot…

CHAPTER: 12
SWOT ANALYSIS
SUB POINT OF “SWOT” ANALYSIS
Internal sub point External sub point

Strengths Weakness Opportunities
72

Threats

STREANTHS OF DOORADARSHN

Fastest Growing Station

DOORADARSHAN is the fastest growing radio station. The growing Radio one station is faster than any other station in Ahmedabad.
• • • • • • •

Product Innovation

DOORDARSHAN is doing many innovations in order to promote their brand. DOORDARSHAN has added many new jingles, advertisements & comic comments. In there day-to-day programming DOORDARSHAN is trying to innovate something new in their day-to-day programming.

Flexible advertising packages The advertisers or the customers of RADIO ONE can enjoy free advertisement booking in the newspapers published by the
73

Bhaskar group. RADIO ONE provides discounted advertising to their costumers in the other newspaper of Bhaskar group.

WEAKNESS OF DOORDARSHAN

late entry in the Market

DOORDARSHAN is doing many more efforts to break the brand equity of DOORDARSHAN.

Poor physical evidence

The layout of RADIO ONE is not proper they are using the same room for broadcasting & production process. RADIO ONE layout is very weak.

OPPORTUNETIES OF DOORDARSHAN:

Wide untapped market

DOORDARSAN is played in all cities still they have to expand more in India. DOORDARSHAN is still needed to expand their coverage in India in orders DOORDARSHAN industry.

Increasing number of audience

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In India the proportion & people listening fm station increases day-by-day DOORDARSHAN listeners are also increasing from Day-to-day.

More excess Point to WATCHING Programm

The excess point from where DOORDARSHAN can be WATCHING is increasing day-by-day DOORDARSHAN.

THREATS OF DOORADARSHAN

Increasing Competition

Competition is increasing day-by-day difficult for DOORDARSHAN to retain their WATCHERS. So they to face cutthroat competition DOORADARSHAN are using innovative ways.

Government Policy

The entire fm station depends upon government policy. If the government restricts the license or permission than fm station has to face many problems. So my m has to dependent the government policy.

Changes in taste & preferences of the WATHERS

The taste & preferences of the WATHERS are unpredictable the taste & preferences of the WATHERS’s changes on routine basis.

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DOORDARSHAN to track the taste & preferences of the listeners.

CONCLUSION
The Bhaskar group is one of the largest media groups of the country and is largest read newspaper in the country with over 2.67 crore readers.

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Synergy media entertainment ltd (SMEL) was launched in different cities, wholly owned b Bhaskar group, it becomes day to day popular and people like this channel. They are successful to understand the listener’s needs and wants. Radio one has some advent features like it plays some local songs, which is never going on air in other stations. Thus we can say that within a short duration period it has become no 1 channel of India, and will be more profit earning and will also satisfy its customers.

BIBLIOGRAPHY

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As one is not complete man, he has to take advice or help for doing some work to where he is not able or the work is new or unknown for him. imilarly, in writing this report and for making in full fledged with deep understanding and information. I have used the following references, Reference book: Marketing Management 12th Edition • • • • www.ddgujarati. in.com www.goole.com Philip Kotler Kevin Lane Keller Abraham Koshy Mithileshawar Jha

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Part:1

General information
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• About company
• • • • Company’s Name Register Office Board of Directors : Decolight Ceramics Ltd. : Old Ghuntu Road, MORBI-363 642 : (1) Girishbhai.m.pethapara (2) Kantihbhai.m.pethapara (3) Jayntihbhai.m.pethapara (4) Mayurhbhai.k.pethapara : Hiteshbhai.s.maheta : S.V.Karia & Association, Charter Accountant,, 102, Angel Complex Near Income Tax Underbrige, Off Ashram Road. Ahmedabad – 380014 : Bank of India Jail Road, Morbi. : Old Ghuntu Road, Morbi – 363 642 : Decolight 2004 @ Yahoo.Com : WWW.Decocovering.Com

• • •

Company Secretary Auditors

Banker

• • • •

Corporate Office E-mail Website

HISTORY OF THE COMPANY
Since the beginning in the Year 1995, Deco Group has been emerged as the most Comprehensive Ceramic Giants. In a short span of around 10 years, the Group today has impressed the entire country and more than 20 Countries by furnishing Quality Ceramic Products.

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DecoLight Ceramics, established in the year 2004 is the most esteemed Vitrified Tiles and Porcelinato manufacturing plant in the market producing Vitrified and Porcelinato Tiles under the brand name ‘Granolite’ The Granolite is The Pioneers in the Vitrified Tiles and Porcelinato Tiles manufacturing. Having Certified by ISO 9001:2000 and ISO 140001 Standards, Granolite is magnetize the Various Tiles markets by its Unmatched World-Class Quality. Granolite products are Certified in accordance with Indian & European Standards, the most complete & Global Expressions for Home Decor. Deco Light Ceramics, established in the year 2004 is the most esteemed Vitrified Tiles and Porcelinato manufacturing 88 plant in the market producing Vitrified and Porcelinato Tiles under the brand name ‘Granolite’. The Granolite is The Pioneers in the Vitrified Tiles and Porcelinato Tiles manufacturing. Having Certified by ISO 9001:2000 and ISO 140001 Standards, Granolite is magnetize the Various Tiles markets by its Unmatched World-Class Quality. Granolite products are Certified in accordance with Indian & European Standards, the most complete & Global Expressions for Home Décor. Today, with having more than 5000 Dealers in India and exports to more than 20 Countries, Granolite is rapidly becoming a Synonym of Quality & Trust. The Marketing Strategy and Pricing Policies puts Company one step ahead of other Ceramic Players. With in-house R&D and Latest Technologies from Italy & Germany installed, Granolite is capable to meet & beat the forthcoming challenges. “The Products must satisfy the Customer in terms of Expected Quality & Value for Money and this is the only way in which the Company can Grow”, Says Mr. Girishbhai Pethapara, Visionary Chairman, Deco Light Ceramics Ltd.

FUTURE PLAN

Deco Light Ceramics Ltd started in the year 2004 with initial production capacity of 3000 sq mtrs per day, which was than enhanced up to 3,000 sq mtrs per day during the year 2005 – 2006. 81

Since the demand of the vitrified tiles is increasing constantly, the Company is planning to increase the production capacity from 6,000 sq mtrs to 12,000 sq mtrs per day. The Company also plans to establish manufacturing plant of Aluminum Composite Panels (ACP), which is also a product widely, used in construction now a days.

The company proposes to set up 2 nos Wind Turbine Generators (WTG) having power generation capacity of 2.5 Mega Watts for its captive consumption, resulting in substantial saving in energy costs.

CODE OF CONDUCT
INTRODUCTION
As required under Clause 49 of the Listing Agreement as amended up to date, Decolight Ceramics Limited (herein referred to as “the Company”), hereby notifies the

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“Code of Conduct for the Board Members and Senior Management of Decolight Ceramics Limited” (hereinafter referred to as “the Code”). All the Directors and members of the Senior Management are mandatory required to understand and adhere to the code/standards prescribed herein, including any amendments / modifications / replacements thereof as may be notified by the Board of Directors of the Company from time to time, in the course of their dealings, exercise of powers and discharge of their duties, responsibilities and obligations in relation to the Company and its transactions. Nothing in this Code of Conduct or related communications creates or implies an employment contract or term of employment. 1. Shall act in accordance with the highest standards of personal and professional integrity, honesty and ethical conduct. 2. Shall be independent in their judgment and actions. 3. Shall exercise due care and diligence in performance of their duties. 4. Shall comply with all applicable laws, rules, and regulations. 5. Shall not engage in any business, relationship or activity, which may be in conflict of interest of the Company without prior approval of the Board. 6. Shall intimate the Company’s Board of Directors before accepting outside directorships. 7. Shall maintain the confidentiality of the information about of the Company received/obtained by them in the course of their position as Director /employee of the Company, except when disclosure is authorized by the Chairman and/or Vice Chairman and Managing Director of the Company or legally mandated and shall not use confidential information for their own advantage or profit. 8. Shall use best endeavors to protect Company’s assets and property and ensure its efficient use. 9. Shall not derive any personal benefit (including without Limitation through the use of Company’s property, assets, information, or position) except that which they are lawfully entitled to. 10. Shall refer all inquiries or calls from the press and financial analysts to the Company’s Chairman cum Managing Director and/or Jt. Managing Director. The Company has designated its Chairman cum Managing Director and/or Jt. Managing Director as official Company spokespeople for any company related matters. 11. Shall abide by Deco’s internal code for prevention of Insider Trading. 12. Shall not, directly or indirectly, short sell any equity/security, of the Company so as to make gain out of such sale or otherwise. A short sale means any transaction whereby one may benefit from a decline in the Company’s share/security price.

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13. Shall not derive any benefit (directly or indirectly) or assist others to derive any benefit by giving advice from the access to and possession of price sensitive information about the Company, which are not in public domain. 14. Shall not exploit for their personal benefit, opportunities that are discovered through Company’s business, information or position, unless the same is disclosed fully to the Managing Director and permitted by him. 15. Shall not misuse the Company’s facilities, except where such facilities have been provided for personal use either by policy or by permission or authority or in the normal course of business. The Company’s facilities shall not be used for personal use and even when used with prior approval, care shall be exercised/taken to ensure that costs are reasonable. 16. Shall treat women employees equally and eliminate any gender discrimination and shall avoid harassment/threatening based on race, color, religion, age, gender, national origin, disability or any other basis. 17. Shall not (directly or indirectly) accept or retain any gift, entertainment or other benefits from any organization or person doing business or competing with the Company. However, they may accept and offer nominal gifts/hospitality, which are not of material value and are customarily given on accessions or are of commemorative nature for special events. 18. Shall not compete directly or indirectly with the business of the Company or with any business that the Company is considering to establish. 19. Shall affirm compliance with this Code to the Company on an annual basis.

VISION
The only phenomenon that helps an organization cultivate new levels of success, is the Vision, that works as a Blue Print for the Organizational Growth directing ‘Where we are Destined & How do we Reach there.’ 84

Deco Light Ceramics Ltd is lead by the Creative Intellectuals having a 10 years of experience & who have a clear vision of where to reach and have set the goals & laid down the plans on how to reach there. “Every great work, every big accomplishment, has been brought into manifestation through holding to the vision, and often just before the big achievement, comes apparent failure and discouragement. Every Visionary person was once laughed at by most of the people who never knew the power behind looking at something that never existed. ” Says Mr. Girishbhai Pethapara, the Enthusiastic & Inventive Chairman of Deco Group. “Life is no brief candle to me. It is a sort of splendid torch, which I have got a hold of for the moment, and I want to make it burn as brightly as possible before handing it on to future generations.” Says Mr. Kantibhai Pethapara, Head Finance & Human Resource Management. Company strongly believes that there is no limit to what an organization can accomplish if Products or Service rendered by the Company is improving the lifestyles by offering value for the money. Deco Light Ceramics Ltd has comprehended this as the ‘Success Mantra’ and every endeavor are being positioned to make it to the Top irrespective of the intricacies offered by the Competition.

ACHIVEMENTS

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The missionary Zeal to help mankind improve life by furnishing Quality Ceramic Products has not only help the Group receive warm welcome from the market allover, but has rewarded in terms of appreciative honor by the concerns Authorities also. Here is a glimpse of the Footprints on the History.

(1) NATIONAL AWARD

Mr. Jayantibhai Pethapara, Director, Deco Group received the award from Honorable Defence Minister of India Mr. Pranav Mukharjee in a glittering evening on 7 October 2006 at New Delhi. The award signifies Special Recognition towards the Performance that proved to be the best in the Small Scale Industries.

(2) NATIONAL AWARD

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Mr. Kantibhai Pethapara, Director, Deco Group received the award from Honorable Defence Minister of India Mr. Pranav Mukharjee in a propitious evening on 7 October 2006 at New Delhi. Award for Quality Products in the form of National Award for Quality Products in Small Scale Industries for the year 2005. Deco Group has always impressed its customers with its World-Class Quality and now its Unparallel Quality Standards are now rewarded & conformed by the Ministry of Small Scale Industries, Govt. of India.

(3) RASTRIYA UDYOG AWARD

Mr. Girishbhai Pethapara, Chairman, Deco Group receiving the Rashtriya Udyog Award during the National Seminar on Individual Achievement for Economic & Social Development, on 15 Dec 2003 at New Delhi.

(4) NATIONAL ACHIVEMENT AWARD
87

Mr. Kantibhai Pethapara, Director, Deco Group receiving the National Achievement Award during the National Seminar on Individual Contribution to World Peace & Development, on 28 Aug 2003 at New Delhi.

(5) BHARATIYA UDYOG RATAN AWARD

Mr. Jayantibhai Pethapara, Director, Deco Group receiving the Bhartiya Udyog Ratan Award during the National Seminar on Individual Achievements & National Development, on 24 Apr 2003 at New Delhi.

(6) RAJIV GANDHI SHIROMANI AWARD

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Mr. Bharat Kaila, Partner, Deco Group receiving the Rajiv Gandhi Shiromani Award during the glittering event organized by Global Economic Council, on 24 Aug 2003 at New Delhi.

(7) NATIONAL ACHIVEMENT AWARD

Mr. Vijay B. Patel, Partner, Deco Group receiving the Rajiv Gandhi Shiromani Award during the glittering event organized by Global Economic Council, on 28 Aug 2003 at New Delhi. “However, this is not the end, this is just the beginning. The best of Deco is yet to come. With more than a decade of experience is now becoming the lighthouse to guide us the unattended heights of Achievements.

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Part:2 Industry information
VITRIFIED-DEMAND SUPPLY SCENARIO
With the unique characteristics, vitrified tiles are intended to rapidly substitute the conventional flooring concept. At present the demand of the vitrified tiles in India is around 200000 sq. meters per day, which was just 15000 sq. meters before a decade. Because of its superior Quality & Price competitiveness, this demand is likely to increase 30% to 40% per year. Against the demand of 200000 sq. meters per day, India’s present production capacity is 120000 sq. meters per day and hence around 35% to 40% is shortfall. These short supplies are being met by imports. Hence, there is ample scope for the growth at present in India. China has a local demand of 24 lacks sq meters per day and is producing around 27 lacks sq meters per day. Hence china is exporting around 10% to 12% of its total production. Average consumption of the world is around 45 lacks sq meters per day and it is increasing as the vitrified Tiles is a new concept for flooring. Hence, growing production capacity always falls shorter than the increase in the demands. So, there are plenty of possibilities for growth internationally. The per head ceramic tiles consumption in India is 0.13 sq meters as compared to 1.60 sq meters in china and 3 to 5 sq meters in Europe and it is increasing which conforms great development opportunities for vitrified tiles in India.

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Production
PRODUCTION PROCESS
RAW MATERIAL GATHERED

RAW MATERIAL IS SEPARATED

RAW MATERIAL ARE TESTED BY QUALITY CONTROL

RAW MATERIAL ARE WORK IN PROGRESS WITH MEN, MACHINES & MANAGEMENT.

FINISHED PRODUCTS

FINISHED PRODUCT IS TESTED BY QUALITY CONTROL BEFORE AND AFTER PACKING

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PRODUCTS
1. Ceramic Floor Tiles
These Tiles are Thicker, larger and more porous as compared to other tiles. They are single fired. The most commonly used type of flooring before the entry of vitrified tiles.

2. Wall tiles
These Tiles are slim, Available in small, medium & large sizes. These Tiles are widely used in kitchen Bathrooms & walls of house. These tiles are also used as Elevation tiles due to wide range of colors & designs

3. Vitrified Tiles (Granolite)
These tiles offer strength as compared to marble & Granite. Offers Dirt & Stain free look. Anti Slippage and natural Elegant look. Easy to clean & maintain. It is rapidly becoming the Synonym of Modern Age flooring. Widely used in heavy traffic Zones like shopping Malls, Multiplexes, Hotels, Airports, and Railway platforms etc.

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PLANT LOCATION
Register office :Old Ghuntu Road Morbi 363 642

Corporate office :Old Ghuntu Road Morbi 363 642 Marketing office :Ahmedabad Delhi Mumbai Hyderabad Factory Location : Servey No.650 & 651 Old Ghuntu Road Morbi 363 642

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MARKETING
Marketing and support
We introduced our salves as a largest Victrified tiles manufacturing company in India. We had started production of Victrified tiles under brand name "GranoLite" in 2004. We proud to have a fully automatic ultra modern plant having spacious press & one of the longest kiln. Fully computerized plant provides a boost along with a customer focus approach to marketing. We achieve ISO 9001-2000 certificate. We supply products to leading company in India & Exports to various countries in Abroad also and having largest dealers network in India and Abroad to satisfy the customer requirement.

Our Brand “GranoLite” is today become symbol of quality, service and innovation not only in the domestic market but even in the international market. With increased capacity, increase in turnover and a growing domestic and exports market, "GranoLite" is one of the leading Victrified tiles manufacturing units in India & Abroad also.

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QUALITY POLICY

Being an ISO 9001:2000 & ISO 14001 Certified Company Deco Light Ceramics Ltd each of the product guarantees World-Class Quality in the most Eco Friendly way. All the measures are taken and monitoring at every stage of the process is carried out to conform to ISO Standards. Any nonconformity is immediately removed without any alteration. The Company is conformist and sticks to the Quality Policy. “We take every step to maintain the Quality of our products, not just to follow the ISO Standards, but it is the Quality of products only that separates ‘Granolite’ from the competitors. However, to maintain the Quality of the finished product, the process starts from the purchase of raw material. Homogeneousness of the Raw Material & Timely Delivery is at the top in the priority. We have developed a Quality Policy based on ISO Standard and that is known as NO COMPROMISE POLICY”, says Mr. Jayantibhai Pethapara, Head Production. The World-Class Quality has attracted International Markets and today Deco Light Ceramics Ltd is exporting to Sri Lanka, Korea, Canada, U.A.E., Iraq, Oman, Malaysia and African Countries.

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DISTRIBUTION CHANNEL
PRODUCERS

AGENTS

WHOLESELLERS

RETAILERS

CONSUMERS

96

INTERNATIONAL MARKET
With more than 5000 Channel partners across the country today Deco Group is truly has established the Connections through which the Success Flows. Like the human body, the Company has trusted Business Partners who have full respect & trust in our Products & Services.

“For a company delivering goods through Hybrid Marketing System, Clean policy plans most Important part as the Channel Partners must receive good compensation as well as the cost to the Customer must be affordable. Therefore, the Company takes immense care in designing the Policy for the Channel Partners and the more importance is given to Principles before Monetary Benefits,” Says Mr. Jayantibhai Pethapara, Head, Marketing.

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97

EXPORT
The world-class quality has attracted international market and today. The company is exporting to Srilanka & African countries.

Support system
Decolight ceramic ltd. Strongly belives that “The will to win is worthless if you do not have will to help your business partners succeed.” The company has adopted a support system from the marketing management program named BREP (Business Relations Enhancement Program). This program allows us to take care of our business partners right from conveying the gratitude to upgrade them by new products & information. Moreover, the representative of the company visits every affiliated company for the feedback and the suggestions so that the company can provide services accordingly. The company also supports the business partners for advertising support such as print media electronic media, ceramic exhibitions, Buyer seller meet, local ads, and hoarding etc. The company also arranges Distributors meet on timely basis to builds the brand image. Because “If we can builds trust in our business associates towards our brand, then we can always achieve big success by collective efforts”, says Mr.Mayur pethapara, Head, customer support.

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Personnel
H i e r a r c h y

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TOP MANAGEMENT
Top management consists of those executives who have the authority to take important policy decision. Top management is referred to as top level or highest level. The executives of the company are as following: (1) Shilpang S. Karia (Proprietor) (2) Girishbhai.m.pethapara (Managing Director) (3) Kantihbhai.m.pethapara (Board of Director) (4) Jayntihbhai.m.pethapara (Board of Director) (5) Mayurhbhai.k.pethapara (Board of Director) (6) Hitesh S. Mehta (Company secretary)

MIDDLE MANAGEMENT
Middle management which links top management with lower management consists of departmental heads such as purchase manager, sales manager, production manager and other exports possessing specialized knowledge or skills.

LOWER MANAGEMENT
It is the lowest level in the structure of management. The foreman and supervisor are include in the lower level and therefore it is sometimes known as supervisory level.

100

Training

Objectives of company
• • • • • To improve the efficiency of the employee. To increase productivity by imparting knowledge about the correct method of work. To increase the skill of the employee and thereby help them in getting promotion. To develop all the potentialities of the employee so that manpower planning may prove a success. To inculcate in the minds of the employees favorable attitudes to work.

Method of training
• • • • On the job training Apprentice training Vestibule training Internship training

RESEARCH & DEVELOPMENT: -

101

For any other company the research is very important factor of the company to have prestige in the market and the company has its own research center. There by computer they take charge about every thing and search new techniques to increase the production of the company. This also helps in improving the quality of the fans. Due to this new development can be done. It helps in producing new deigns, styles and variety of the product.

PROMOTION AND ADVERTISING CAMPAIGN 1. GOOD REPUTATION: Good Reputation of the company effects very much to it because if there were a good reputation of the company it would be very useful for the company to sale its product easily in the market. Decolight ceramics ltd. has also a same kind of reputation in the market so it is becoming very helpful to the company. The prestige of this industry is very good in the market.

I)

COLLABORATOR: -

There are also collaborators of such companies, which are main and the company is a branch of that collaborator and helps its branch for the prestige of the company. In the same way Decolight ceramics ltd. has also collaborator, which is fans and Blowers Company, which helps for the reputation and it is the main branch. So we can say that it is also a good sign for the future.

II)

ADVERTISEMENT: -

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For Marketing advertisement is necessary. But Decolight ceramics ltd. is old reputed company so it sales its product through salesman. So not much marketing is necessary for Decolight ceramics ltd. They can easily sale their product and can earn profit on the material sold. Though the company gives advertisement in local newspapers and some national leading magazines, newspapers. And no measure expense is done by other fans and blowers industries.

Finance
103

SOURCES OF FINANCE CLASSIFICATION HAVE FINANCIAL REQUIREMENT:
1. SHORT TERM. (LESS THAN YEAR)
SOURCES:

1. Customers 2. Bank. 3. Public department

2. MEDIUM TERM. (BETWEEN 1 TO 5 YEARS)
SOURCES:

1. 2. 3.

Bank Loans Financial institutions

3. LONG TERM. (MORE THAN 5 YEARS)
SOURCES:

1. Shares 2. Debentures 3. Long term loans 4.

LOAN FINANCE:
1. 2. 3. 4. 5. 6. Cash – Credit from commercial banks Overdraft Letter of credit Current credit account Bill discounted Export packing cr

5.

SOURCES FUNDS:
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1. Equity share capital 2. Preference share capital 3. Debentures

6. INTERNAL FINANCE:
1. Retained Earning 2. Depreciation

7. BANKS:
1. 2. 3. 4. 5. HSBC CANARA BANK TEXTILE CREDIT BANF CITIBANK STATE BANK OF INDIA (SBI)

CAPITAL STRUCTURE

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RAW MATERIAL

WORKING PROCESS

CASH

FINISHED GOODS

SALES

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Decolight ceramics total sales during the year 2004-05 was 16.99cr. And after some effort it is increase and become 40.12cr in year 2005-06.

Particular

2005-06

2004-05

Sales
45 40 35 30 25 20 15 10 5 0 2004-05

40.12

16.99

Sales

2005-06

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Social responsibility
Towards consumer & community

108

Production of cheap and better quality goods and services by developing new skills, innovation and techniques, by locating factories and markets at proper places and by rationalizing the use of capital and labour. Leveling out seasonal variations in employment and production through accurate forecasts, production scheduling and product diversification Deciding priorities of production in the country’s interest and conserving natural resources. Avoiding ostentation. Honoring contracts and following honest trade practices.

Towards employees & workers

A fair wage to the workers, which is possible only when the businessman is to accept a voluntary ceiling on his own profits Just selection, training and promotion. Satisfying condition of work and social security measures Good human relation. Freedom, self-respect and self –realization A businessman should devote his knowledge and ability not only to making his workers like more affluent, but also to making it more satisfying and rewarding. There should be awareness that the quality of man’s life is as important as the quantity of his material wealth. Increase in productivity and efficiency by recognition of merit, by providing opportunities for creative talent.

Towards shareholders and business
• Arousing interest in the shareholders to adjure high dividend so that enough profit may be ploughed back for innovation and expansion. 109

Fairness in relation with competitor. Competition with rival businessmen should always be fair and healthy based on rules of ethics and fair play rather than on rules of war face. I. Maintaining a balance between heavy industry, small industry and cottage industry. II. Helping growth of professional management.

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

CONCLUSION
SWOT ANALYSIS

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(1) Strength:
The promoters are experienced as they are in the glazed tiles business from than five year and vitrified tiles business since last two years. • • Setting up wind turbine generators will reduce the power cost substantially making the unit more competitive. Existing large plants were set up in the era, when the custom duty on plants and machines were very high. Capital cost of the company can vis-à-vis earlier plants is, therefore lower. For ACP plant, the product is still is nascent stage and the market is growing and it is being construction material the company can use its existing marketing and selling set up.

(2) Weakness:
The complete project is dependant on the success of LPO, if the LPO does not bring expected results then the company is planning to drop the idea of ACP and wind power generator ALSO it will go for construction of new administration building. • Also the ACP plant would continue to be exposed to risk from changes in building construction technology, new product, competition and other market conditions. • The WTC project would be exposed to regulatory risks from electricity board the risk of continuous grid availability and also the risk on account of proper and continuous wind availability over a longer periods

(3) Opportunity:
India has abundant qualitative raw material and cheap labour. Its geographical location is highly suitable for international tread. • Internationally with a 20% annual growth, the tiles is the fastest growing segment in the ceramic tiles industry, accounting for nearly 10% of the over all tiles production across the world.

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In India, this segment is still in its nascent stage of growth with only few manufactures. Thus poised to see a lot of action in the near future.

(4) Threat:
The biggest threat facing this project is the increased capacity expansion in the vitrified tiles market. Many new players are entering the vitrified industry and the players are expanding capacity. • • During 2003 – 2004, Chinese tiles worth R.s 10000 lacks were dumped in the Indian market. This year it is expected that dumping may well cross 200% market to R.s 3000 lacks. This will undoubtedly put a lot of strain on the local market, and in along run, may even throw some of the player out of business. The unorganized sector, the Indian ceramic industry contributes R.s 100000 to the exchequer yet it faces threat of a slow down and ultimate closure due to the massive dumping of cheap vitrified tiles by Chinese manufacture.

BIBLIOGRAPHY
1. PRINCIPAL OF MANAGEMENT BY TRIPATHI & REDDY 2. PRINCIPAL OF MANAGEMENT BY YK BHUSHAN

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SOURCES OF INFORMATION
1. www.decocovering.com.

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