COMPARATIVE ANALYSIS ON DTH RETAIL VISIBILITY OF BRAND AND PRODUCT IN NCR

Submitted in the partial fulfillment of the requirements for Post Graduate Diploma in Management (PGDM)

By Ashish Ramachandran Class of 2008

Bharatiya Vidya Bhavan’s Usha & Lakshmi Mittal Institute of Management Copernicus Lane, Kasturba Gandhi Marg New Delhi

July 2009
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Acknowledgement

Encouragement motivates a person towards one's aim while guidance helps one to achieve it. Both encouragement and guidance take one towards success in one's Works. It would be difficult and almost impossible to achieve excellence without the blessings of God above and of elders. I also owe my sincerely thanks to the authorities of the Marketing (BTL) Department, Dishtv India Ltd, Noida for providing me the environment for learning and extending to me their library. I express my profound gratitude to Mr. Dhiraj Kapur, Associate Vice President (BTLMarketing) for his valuable guidance and help. I wish to express my heartfelt appreciation and accord my deep sense of gratitude to Mr. Nikhil Jain, Assistant Manager (BTL Marketing) and Ms Aaratrika Singh, Marketing Head (Delhi & Central Zone) , for his inspiring guidance, constructive criticism, unlimited interest and innovative ideas throughout the pursue of this manuscript.

ASHISH RAMACHANDRAN

Signature---------------------------

Date --------------------------------

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Certificate of Originality

I --------------------------------------------------- Roll No -------------- Class of 2008, a full time bonefide student of first year of Post Graduate Diploma in Management (PGDM) Programme of Bharatiya Vidya Bhavan’s Usha and Lakshmi Mittal Institute of Management, New Delhi hereby certify that this project work carried out by me at ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- and the report submitted in partial fulfillment of the requirements of the programme is an original work of mine under the guidance of the industry mentor ----------------------------------------------------------------------------------------------------------------------------------------------------------and faculty mentor------------------------------------------------------------------------------, and is not based or reproduced from any existing work of any other person or on any earlier work undertaken at any other time or for any other purpose, and has not been submitted anywhere else at any time

(Student’s Signature) Date: July 09, 2009

(Faculty Mentor’s Signature) Date: July 09, 2009
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Executive Summary 4 .

In fact DTH service was launched back in 2004 by launching of Dish TV by Essel Group's Zee Entertainment Enterprises.Dish Tv is India’s largest direct-to-home company. CONTENTS 5 . the company felt the need to go for a retail audit to primarily check the visibility of its brand and product in the Top 7 trade markets in India. After 3 more DTH companies entering into the market to make it a five player competitive industry. The project is a need based project as the company never did a retail audit since its existence. Dishtv also wanted to replace all the old retail branding assets in the market with the new branding elements and also check the brand recall among DTH retailers.

4 The project 1. Particulars Page No. Result and Recommendations 4. Research Methodology 2.3 Marketing function at Dishtv 1.3 Sample size 2.1 On-shop Brand Visibility 3.3 Recommendation 5.2 Designing the strategy 2. Formulating the problem 2. 1. References ANNEXURES 6 .6 Limitation 3.2 Findings and analysis 4.5 The Branding elements 1 1 2-6 6-9 10-19 19-43 44 44 44 44-45 45-46 46 46 47 47-55 56. Analysis and Interpretation 3.4 About the questionnaire 2.1 DTH service 1.Chapter No.3 Product details 4.58 59-65 66 66 67 68 69 70 2. Intoduction to 1. 6.2 Company Profile 1.5 Difficulties faced 2.1 Observation 4.2 In-shop Brand Visibility 3.1.

iii. Check Old and New Asset with all 3 old logo(L1. i.&L3) and Latest logo(L4) Top of mind-GSB creative (dish v/s competition) 7 . iv. ii. To understand the assets availability and presence at the given Shops (Dishtv V/S competition). To check the quality of installation of the assets Monitoring the asset loss.Objective Comparative analysis on DTH Retail visibility of brand and product within NCR (Delhi zone). v.L2.

8 . vii. Audit the internal Point of Sale(POS) element. Brand Recommendation and why? Suggestion and Remark by the retailer 1. viii.DTH does away with the need for the local operator and puts the broadcaster directly in touch with the consumer. (dish v/s competition) Product availability(dish v/s competition) Product visibility Top of the mind Brand. ix. DTH is defined as the reception of satellite programmes with a personal dish in an individual home. INTRODUCTION TO: DTH Service • What is DTH Service? DTH stands for Direct-To-Home Television.vi. x. xi. Only cable operators can receive satellite programmers and they then distribute them to individual homes.

the cable transmission is still analog. video conferencing and e-mail. video and data signals into the digital format and the multiplexer mixes these signals. The encoder coverts the audio. This is because cable TV in India is analog. Despite digital transmission and reception. multiplexers. • How does DTH really differ from cable TV? In DTH TV channels would be transmitted from the satellite to a small dish antenna mounted on the window or rooftop of the subscriber’s home. At the user end. satellites. DTH offers better quality picture than cable TV. • How does DTH work? A DTH service provider has to lease Ku-band transponders from the satellite. unlike the regular cable connection.• What are the components of DTH service? A DTH network consists of a broadcasting centre. DTH will not be able to be an alternative to cable if the 9 . Apart from enhanced picture quality. DTH can also reach the remotest of areas since it does away with the intermediate step of a cable operator and the wires (cables) that come from the cable operator to your house. decodes the encrypted transmission. A set-top box. encoders. So the broadcaster directly connects to the user. modulators and DTH services. DTH also allows interactive TV services such as movie-on-demand. DTH offers stereophonic sound effects. Internet access. there will be a small dish through the small dish antenna.

Infact DTH service was launched back in 2004 by launching of Dish TV by Essel Group's Zee Entertainment Enterprises. Company profile: The Essel Group is one of India's prominent business houses with a diverse portfolio of assets in media. packaging. infrastructure development and education.. Dish Tv is India’s largest direct-to-home company and part of india’s biggest conglomerate. Nepal and Bangladesh.initial investment is more than that for the cable. entertainment. Essel has grown into one of the largest entities and a symbol of Indian ingenuity and power.2. 1. 10 . Under his leadership. DTH requires initial investment for both a dish antenna and a TV set-top box. Dish TV is an Essel Group venture. Subhash Chandra is the founder Chairman and the chief architect of the Essel Group of companies. Dish Tv is also in Srilanka. with DTH. user can scan nearly 700 channels. technology-enabled services. Dish TV starts its service in Pakistan with the collaboration of Budget Communication. Essel group. Also. DishTv is on the same satellite where DD Direct+ is. The success of all his businesses is an illustration of his pioneering spirit and strong business acumen.

Continuing with the same path-breaking tradition. The businesses have close synergies in the areas of content. Narang Arun Duggal Pritam Singh Eric Zinterhofer Jagdish Patra Chairman MD Director Independent Director Independent Director Independent Director Independent Director Company secretary • market scenario: The category has expanded by 34% in 2008 while the company has achieved a market share of 47% in 2008. 11 . distribution and infrastructure.• lineage: Dishtv is an Essel Group venture. broadcasting & distribution. the group now brings Dish TV as a new era of digital quality TV viewing.D. • • • • • • • • • board of directors: Subash Chandra Jawahar Lal Goel Ashok Kurien B. specialty packaging and entertainment. Essel Group has a vast range of national and global business interests that include media programming.

dishtv has built it all to scale upto market needs. to a vast distribution presence across the country. • success factors: • First Mover Advantage: The early penetration is a big advantage. It is the only platform to offer TV viewing through its mobile dish product thst has created the possibilty for consumers to vie live entertainment on the move. News Active. In a first and only one of its kind in India. • Infrastructure: From building of transponder capacity and strengthening its backend and IT infrastructure. like Movie on Demand. The demand will be boosted by India’s consumption boom and rising disposable incomes. • Largest width: Dish TV has the lagest width among all as it has more than 400 channels on its platform. it has made constant efforts to educate it customers about the DTH technology. the group can boast of end to end from content creation to distribution. which is one of the biggest cost heads for any DTH platform. 12 . a consumer facing front and back ane service network. In a true essence of a leader.in ships. The initial 1 million subscribers came on board during the early days at a comparitve lower acquisation cost. specially on non-food otems and leisure. in cars and now in indian railways. • Brand: Brand dishtv is a very salient and respected brand visible across all media in the country. • Technology: Dish TV has set benchmarks when it comes to technology. gaming etc. Sports Active.000 million in FY12. Further Dish Tv has led from front by bringing new age features.As the country readies for a hectic phase of digitization. passengers of Kingfisher Airlines can now view television channels. • Entertainment expertise: With its Zee association. DTH revenues are estimated to gro exponentially to a staggering 200.

content has been aggregrated and classified into 4 different packages. It also established 18 offices abd a nationwide supplychain through 18 warehouses.• Packages to suit every palate : recognising the vast differences in tastes and pocket sizes of different consumer segments. speaking 11 languages to understand subscriber’s needs. WELCOME. movie on demand etc are already available. 13 . Distribution is a key strength and a differentiator. new strides have been made into unexplored genres like astrology and education. FREEDOM PLUS and FREEDOM [ackages along with language pick options ensure that the same platter is not served across regions. The MAXI. While the Maxi and welcome packs are price drivers. While services such as gaming. • VAS: It is a very potent arsenal in the dishtv armoury to inspire adopton as well as drive up ARPUs. • services: The company has set up a mammoth service infrastructure of over 25000 direct and indirect personnel along with 1600 customers service executives based in 9 locations. but is customised to respective likes and wants. the value pack offerings in freedom and freedom plus packages are volume drivers that ibspire new subscribers to come on board through a low price point and basic channel offering. • sales and distribution: By 2008 company reached 5200 towns and over 45000 retail outlets.

3. Marketing function at Dishtv Dishtv being a technology based Service Company uses various extensive promotional tools to reach out maximum people in and outside India. such as television. What is above the line marketing? Planning and executing all the Promotional activities carried out through mass media.1. "Through the line" refers to an advertising strategy involving both above and below the line communications in which one form of advertising points the target to another form of advertising thereby 14 . refers to forms of non-media communication. Promotion can be loosely classified as "above the line"(ATL) or "below the line"(BTL). Below the line promotions are becoming increasingly important within the communications mix of many companies. radio and newspaper. • What is below the line marketing? The terms "below the line" marketing or communications. even non-media advertising. These are the important two types of marketing activities taking place in Dishtv . are classed as above the line promotion.

This type of communication is conventional in nature and is considered impersonal to customers. competition entry forms. 15 . With the increasing pressure on the marketing team to achieve communication objectives more efficiently in a limited budget. Major uses include television and radio advertising. the target customer is presented with "below the line" promotional material such as store banners. such as direct mail and printed media (and usually involve no motion graphics). cinema. It differs from Below the line advertising. radio. largely aimed at consumers. For Dishtv the definition of the line is "their floor space" where they convert footfall to purchase. Loosely put. An example would be a TV commercial that says 'come into the store to sample XYZ product'. there has been a need to find out more effective and cost efficient ways to communicate with the target markets. In this example. which believes in unconventional brand-building strategies.crossing the "line". banners and search engines to promote brands. web and Internet banner ads. print. • Above the line sales promotion Above the line is a type of advertising through media such as TV. • Below the line sales promotion Below the line sales promotions are short-term incentives. etc. the TV commercial is a form of "above the line" advertising and once in the store. This has led to a shift from the regular media based advertising. as they define shop-floor activities as the true BTL set of activities which decide on which brand sells eventually. everything done prior to a customer's actual entry into a retail outlet is ATL for some retailers.

most commonly direct mail and e-mail. (so-called Inshop demonstrators ) are deployed at Retail Stores. But if the target group is limited and specific. In addition. than Above the Line strategies. These may include activities such as direct mail. etc. Below the line advertising typically focuses on direct means of communication. public relations and sales promotions for which a fee is agreed upon and charged up front. Another interesting and very effective BTL is Ssop Intercept. often using highly targeted lists of names to maximize response rates. below-the-line sales promotion is an immediate or delayed incentive to purchase. often young women.In other words. expressed in cash or in kind. near the shelves of targeted products. it is always advisable to use BTL promotions for efficiency and cost-effectiveness. or More of the product at the normal price Price promotions however can also have a negative effect by spoiling the brand reputation or just a temporary sales boost (during the discounts) followed by a lull when the discount would be called off. 16 . services. • What is Ssop intercept in Dishtv’s BTL marketing? Trained sales personnel. These can be done in two ways: A discount to the normal selling price of a product.above the line is much more effective when the target group is very large and difficult to define. which if successful result in repeat sales. • Methods of below the line sales promotion a) Price promotion Price promotions are also commonly known as" price discounting". These young women convince customers visiting these shelves about the better aspects of their brand compared with others. Below the Line uses less conventional methods than the usual specific channels of advertising to promote products. and having only a short term or temporary duration. This is ideal for new launches as it generates trials.

It can be used to boost up sales for temporary period and ensure usage amongst first time users.4. as it demonstrates what the brand owner is able to offer in the marketplace. Now for that we must understand few important things: a) What is a Brand? A brand is a name or trademark connected with a product or producer. b) What is a Product? 17 . creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. Customers often view these schemes with some suspicion – particularly if the method of obtaining a refund looks unusual or onerous. e) Money refunds A customer receives a money refund after submitting a proof of purchase to the manufacturer. leaflets etc 1. banners. A brand is therefore one of the most valuable elements in an advertising theme. f) Frequent user/loyalty incentives g) Point-of-sale(POS) displays POS includes all the in shop branding done inside a retail store like posters. also gifts certificates d) Competitions and prizes This is an important tool to increase brand awareness amongst the target consumer. About the project Comparative analysis on DTH Retail visibility of brand and product.b) Coupons c) Gift with purchases. People engaged in branding seek to develop or align the expectations behind the brand experience.

precision and repetition . It refers to the promotional elements that are there in the market which makes it a visible brand . Danglers. Foam Banners etc Elements that were considered for comparing Onshop Branding were: I. Buntings. d) What is retail visbility. Recharge Coupons and the Demo Connections. Elements that were considered for comparing the Inshop branding were: I.Your message needs to be heard repeatedly to rise above the background noise of daily business. Shelf Triangular. Futhermore the project was for BTL marketing therefore all the elements that are used for branding had to be taken into consideration. Shelf strip.It is a thing or a substance produced. In dishtv the product would mean the Set Top Box. III. Visibility at retail trade market for a particular brand or a product. Vinyl Sunboard Oneway Vision POS elements like: Posters . II. INSHOP and ONSHOP brand visibility along with Product visibility of dishtv was to be compared with all other DTH brands. Shelf tape. Dummy Boxes. Leaflets. c) What did Dishtv mean by Visibility? Visibility is a function of persistence. Glow Sign Board(GSB) 18 . Brand Visibility means how much repetition a brand makes in terms of eyeball contact.

Here it is important to understand what is this quality of installation? Actually it refers to the state in which the asset is present there. III.II. 19 . To check the quality of installation of the assets. Assets include: All the On-shop and In-shop branding elements as discussed earlier . We look a list of GSB installed Shops because GSB has the most Visible element of a brand. • Understanding the Objectives There are 11 objectives in this project and for each objective there had to be a question in the questionnaire. Firstly it is important to know the assets. what does availability here mean? Availability here is referred to weather the asset is installed or not. To understand the assets availability and presence at the given Shops (Dishtv V/S competition). Monitoring the asset loss. xiv. Secondly it is important to understand. xiii. when it comes to BTL promotion. Non-Lit Board(NL Board) Flange We took a list from the company of those retailers where in past 2 years GSB were installed. weather it is properly installed or dislocated or has a torn flex or damaged due to some other reason. Each objective have to be understood properly and a thorough knowledge about the Retail Branding element xii.

by the retailers and what is the USP of the brand being recommended Suggestion and Remark by the retailer 20 . how to monitor the asset loss? Those shops where the assets were not found even when they were installed by the company have to be registered as Loss of Asset at that particular counter. The physical products of a DTH Brand are Set Top Box (STB) and Recharge coupons (RC). weather a demo is there at the counter and if its there weather its on TV or LCD.&L3) and Latest logo(L4) Top of Mind GSB creative. xvii. Audit the internal Point of Sale(POS) element.e.L2. xvi. xx. Product visibility It refers to the hardcore demo connections and the quality of its installation i. companies want to look for high levels of unaided recall in relation to their competitors.Now. Top of the mind Brand In terms of brand exposure. It is to see the recall of the creative on a particular glow sign board by the retailer who has an eye contact with a particular GSB from the day it is installed. as it has the first chance of evaluation for purchase. Product availability To check the product availability. The first recalled brand name (often called "top of mind") has a distinct competitive advantage in brand space. xxii. xviii.. This will help in knowing the percentage share of Dishtv Demo xxi. Brand Recommendation and why? To know which brand is recommended max. xix. understanding of the products is necessary. Check Old and New Asset with all 3 old logo(L1. xv. Information about the availability of STB and RC would solve the objective.

Snaps for Logo reference: L 1: 21 .This is a section where the retailer can give remark about any brand or give a suggestion from his side to any company.

L 2: 22 .

L 3: 23 .

L 4: 24 .

"Through the line" refers to an advertising strategy involving both above and below the line communications in which one form of advertising points the target to another form of advertising thereby crossing the "line". An example would be a TV commercial that says 'come into the store to sample XYZ 25 .

Loosely put. as they define shop-floor activities as the true BTL set of activities which decide on which brand sells eventually. etc. etc. the TV commercial is a form of "above the line" advertising and once in the store. It differs from Below the line advertising. print. expressed in cash or in kind. competition entry forms. For Dishtv the definition of the line is "their floor space" where they convert footfall to purchase. everything done prior to a customer's actual entry into a retail outlet is ATL for some retailers. which believes in unconventional brand-building strategies. below-the-line sales promotion is an immediate or delayed incentive to purchase. In other words.product'. than Above the Line strategies. largely aimed at consumers. Below the Line uses less conventional methods than the usual specific channels of advertising to promote products. With the increasing pressure on the marketing team to achieve communication objectives more efficiently in a limited budget. services. such as direct mail and printed media (and usually involve no motion graphics). This type of communication is conventional in nature and is considered impersonal to customers. Above the line is a type of advertising through media such as TV. radio. web and Internet banner ads. the target customer is presented with "below the line" promotional material such as store banners. cinema. banners and search engines to promote brands. public relations and sales promotions for which a fee is agreed upon and charged up front. These may include activities such as direct mail. Major uses include television and radio advertising. Below the line 26 . Below the line sales promotions are short-term incentives. and having only a short term or temporary duration. This has led to a shift from the regular media based advertising. In this example. there has been a need to find out more effective and cost efficient ways to communicate with the target markets.

These young women convince customers visiting these shelves about the better aspects of their brand compared with others. it is always advisable to use BTL promotions for efficiency and cost-effectiveness.advertising typically focuses on direct means of communication. often young women. Another interesting and very effective BTL is Ssop Intercept. About the branding elements: Various types of branding elements used in Dishtv are to be studied before the survey. This is ideal for new launches as it generates trials. Following are the branding elements and there installation do’s and don’t that are to be kept in mind. often using highly targeted lists of names to maximize response rates. most commonly direct mail and e-mail. (so-called Inshop demonstrators ) are deployed at Retail Stores. which if successful result in repeat sales. In addition. 27 . But if the target group is limited and specific. Trained sales personnel. near the shelves of targeted products.above the line is much more effective when the target group is very large and difficult to define.

ON SHOP • glow side board branding 28 .

• non lit board branding 29 .

• retail gate 30 .

• standee/cutout 31 .

• non lit flange 32 .

• back lit flange 33 .

34 .

IN SHOP • vinyl sunboard 35 .

36 .

37

one way vision

38

39

POS & MERCHANDISING ON RETAIL BRANDING • poster 40 .

• leaflet 41 .

• dangler 42 .

• foam banner 43 .

• wobbler 44 .

• buntings 45 .

46 .

• shelf tapes 47 .

• shelf strip • shelf triangular 48 .

49 .

• dummy boxes 2. RESEARCH METHODOLOGY 50 .

1. Reviewing the literature and formulating the research problem For the purpose of this project. from the retailers. Developing the research approach and designing a strategy In this research. Before reaching down to the final questionnaire a pilot survey with 30 retailers was conducted wherein after few observations at the survey and discussion with the company mentor. These 522 retailers were chosen from three NCR • • • Gurgaon & Upcountry Gurgaon Faridabad & Upcountry Faridabad. 51 . 2.2. In which few questions were to be answered by the respondents and others were to be marked by observation at every particular survey point. and for analyzing and interpreting the same was extra 15 days.2. The questionnaire comprised of 17 questions. Sample size for the study A sample of 522 retailers was taken into consideration.3. The study material made available to us was more in the form of pictures. The information gathered from the literature was used to formulate the objectives of the research. 2. an extensive study of the available literature was done. Noida. a well-structured questionnaire was designed as a means of collecting the information required. the questionnaire was redesigned and finally decided was the above mentioned questionnaire with 17 questions. The time available for the research purpose was 30 days for collecting the data. All the questions were close-ended except for one which was an open ended question. The information about Dishtv and other DTH players was studied from the data available on the internet and various blogs as well as some information brochures provided by Dishtv.

c) No. the retailers to be surveyed were contacted and the data collected.2. About the questionnaire After taking these NCR into consideration. In the questionnaire the respondents were asked to give certain answer/information on: a) The Top of Mind Visibility of GSB creative. Finally. The shops were selected by systematic sampling i. d) Recharge cards available at the counter.4. all the retail counters were given a Glow Sign Board(GSB) in past 4 years from date 1 April 09.e. the retailers with whom the survey needs to be conducted was decided in accordance to the company. b) Set Top Box (STB) available at a counter. e) Brand they recommended f) Top of Mind Brand g) Approx. of stock they kept of a particular Brand. Sale in a Month h) Top of Mind Offer i) j) Demo availability Suggestions and Remarks Questionnaire also had questions which were to be answered by observation at the survey point like: a) The GSBs and NL boards installed 52 .

these graphical representations were analyzed and interpreted on the basis of which certain findings and conclusions were drawn.5. Many addresses were not proper or were wrong. ANALYSIS AND INTERPRETATION 3. Convincing them to give a true no. Limitation The no. of outlets were from the database of Dishtv only.6. Those exclusive dealers of other DTH brands were not on the list of counters to be surveyed. 3. both of GSB and NL board d) Flange installed e) Presence of Vinyl and Oneway Vision f) Demo connection availability The data was compiled and tabulated on the basis of the information gathered and it was graphically represented. so could not find few shops. Onshop brand visibility 1. Many of the places visited for survey. 2. involved a lot of time. Finally.b) Type of Logo c) Quality of installation. were not know so finding a proper route and reaching the counter. glow sign board (gsb) 53 T1 . of stock the have and sales every month.1. Difficulties faced during the collection of data • • • • Convincing the respondents to spare a few minutes for filling up the questionnaire. 2.

2. on 3% of total GSBs present were that of Sun. In just 1 year Airtel has made it very close to TataSky in terms of GSB. quality of installation of gsb T2 Quality of installation Properly Installed Damaged 54 GSB 129 26 .Elem ents GSB Dish Tata Airtel Big Sun Dish Share 199 122 92 56 16 41% F1 Interpretation: • • • Dishtv has maximum visibility as it has 41% share in total GSBs installed. Sun Direct was the least visible brand.

11% GSB were dislocated or were not located at the place they were supposed to be installed 13% GSB were damaged that means they required immediate replacement with new Dishtv. monitoring the asset loss T3 Elements With GSB 55 Without GSB .Flex torned Installed but not visible Dislocated No clue – Retailer Removed by Competition Total 8 13 22 0 1 199 F2 Interpretation: • • • Out of the total 199 Dishtv GSB found at the counters. 3. 65% were properly installed.

Type of logo T4 Logo Type L1 56 GSB 18 .GSB 199 263 F3 Interpretation: • The asset loss in terms of GSB was 57% in past 2 years. 4.

Almost 71% of old Logo GSBs are to be replaced with the new L4 logo. 5. Top of mind GSB creative T5 TOM Visibility (GSB creative) 57 TOM 1 TOM 2 .L2 L3 L4 Total 23 100 58 199 F4 Interpretation: • • • On 50% of GSB . Rest 50% constituted the other three types of logo. logo L3 was found.

6.Dish Tata Airtel Big Sun Total F5(a) 51 61 10 0 0 122 40 47 22 13 0 122 F5(b) Interpretation • • • Tata Sky’s GSB creative was the most recalled by retailers Dish followed Tata in both TOM1 and TOM2 Sun’s GSB creative was not at all recalled by the retailers. Non –lit board T6 Elements NL Dish Tata Airtel Big Sun Dish Share 11 7 15 58 1 1 31% .

Dishtv is following Airtel with 31% NL boards. 7. Type of dishtv logo on NL board T7 Logo Type L1 L2 L3 59 NL 11 .F6 Interpretation: • • Airtel has 43% of Non Lit Boards which is the highest percentage of all.

8. Quality of installation of dishtv NL boards T8 Quality of installation Properly Installed Damaged 60 NL 8 3 .L4 Total 11 F7 Interpretation: • • All the NL board had L3 logo. L4 logo in NL are yet to be installed.

Retailer Removed by Competition Total 0 0 0 0 0 11 F8 Interpretation: • 73% to total NL board are properly installed. 9. Flange T9 Elements Flange Dish Tata Airtel Big Sun Dish Share 165 61 93 103 70 30 36% .Flex torned Installed but not visible Dislocated No clue .

Vinyl sunboard (inshop) T10 Dish Share Elements Inshop Dish Tata Airtel Big Sun 13 9 18 13 5 22% F10 62 . 36% Flange are of Dishtv. 3.2. Inshop visibility 1. Airtel has 22% and Tata has 20%. Airtel has more Flange installed than Tata.F9 Interpretation: • • Out of total available Flange.

Dishtv has 22% availability of vinyl Sunboard. Bigtv also equals Dishtv . number (31%) of vinyl sunboards inside a counter. Oneway vision T11 Elements Oneway Dish Tata Airtel Big Sun Dish Share 17 5 29 0 3 31% F11 63 .Interpretation: • • • Airtel has max. that means Bigtv is doing good with Inshop branding 2.

it is evident that oneway vision are not used much for branding inside a shop.Airtel has 54% the maximum presence of Oneway Visions at the shop.Interpretation: • By looking at the figures . Dishtv is following Airtel with 31%. Point of sale(pos) visibility: T12 POS Posters Leaflets Danglers Shelf strip Dish 85 295 21 26 64 Tata 38 257 5 3 Airtel 66 230 16 4 Big 27 220 2 5 Sun 20 142 9 12 Dish Share 36% 26% 40% 52% . 3. • • Out of the total Oneways .

of shops with shelf tape and Dummy bo 3.3. Set top box(stb) availability Product STB Dish 303 Tata 278 Airtel 248 Big 229 Sun 155 Dish share 25% F13 65 .Dummy boxes 30 26 160 17 50 11% 29% F12 Total 446 319 333 267 193 % POS Visibility Interpretation: • Dishtv has the more POS elements than the competitors except for dummy boxes in which Airtel leads with 57%. Product details T13 1. • • Airtel is closely following Dish in Posters and Danglers with 28% and 30% respectively Sun has 2nd highest percentage share in terms of no.

Recharge availability. of Set top box. Tata and Airtel closely follows Dishtv in No. Sun has the least Set top Box available 2.Interpretation: • • • Counters with Dishtv Set top box are maximum in numbers. T14 Product Recharge Dish 290 Tata 277 Airtel 236 Big 220 Sun 143 Dish share 25% F14 66 .

20% of the total recharge availability is constituted by Airtel and then followed by Big with 19% 3. of Shops. Demo availability T15 Product Demo Dish 150 Tata 178 Airtel 144 Big 98 Sun 37 Dish share 25% 67 .Interpretation: • • • Dishtv leads and is ahead of Tata by 1% in Recharge avaiability. Recharge coupons for Sun was found to be in least no.

F15 Interpretation: • • • Tata has max. Recharge denominations: T16 Silver Gold 258 Platinum 271 Dish 267 F16 68 . 4. Dishtv and Airtel are very close in terms of the demo visibility share.Dishtv 25% and Airtel 24%. Out of total demo found only 6% was found to be that of Sun direct. visibility of 29% in terms of Demo coonections available at the shops.

Interpretation: • Silver recharge which is the basic pack and Platinum recharge which is the Top recharge denomination. • Gold was preferred by less retailers as it was not opted by the customers much. both were available in same in almost same no. 5. Demo visibility T17 Dish Demo Working Not working No. of Outlets 46 104 F17 69 .

of outlets 62 93 45 15 22 237 . Top of mind -brand. • Out of the total working Demos only 30% were screened on LCD rest 70% were on 21 inch TV 6. were in a working condition and contributed in product visibility. of Outlets TV 32 LCD 14 F18 Interpretation: • Only 31% of total Dishtv demo available.T18 Demo installed with TV / LCD Dish Demo No. T19 TOM brand Dish Tata Airtel Big Sun Total 70 No.

of outlets 95 86 129 16 20 . Dishtv and Airtel followed Tata with 26% and 19% reapectively. Big tv was the least recalled brand by the retailers. Recommended brands T20 Recommended Dish Tata Airtel Big Sun 71 No. 7.F19 Interpretation: • • • Tata had the maximum brabd recall out of all the DTH with 39%.

• • Dishtv was the 2nd most recommended brand by 21% and followed by Tata at 19%. 4.1. Almost 25% retailers did not prefer recommending a brand. Observation: • Retailers are not happy with the DishTv’s After Sales Service as they get lots of customer complaints.Did not answer Total 116 346 F20 Interpretation: • Airtel was the most recommended brand almost 28% brand was retailers recommended brand for various reasons. which the retailers want to avoid. 72 . they gave what the customers asked. RESULTS AND RECOMMENDATIONS 4.

2. • • Retailers are not conveying the USP to the customers. Commission given to retailers. Latest technology used in it • • Retailers Recommend Tata the most Just because of there Service and Product Quality Retailers influence the customers into buying the brand which they want to sell. Dishtv has lost almost 57% of total Asset in terms of GSB installed. Findings and analysis • • • • Dishtv has the max. 2. 3. 73 .• • Retailers are not happy with the commission they get from Dishtv. Airtel is most recommended Brand mostly because of 1.e 41% out of all the 5 DTH brands. 4. Onshop and Inshop visibility i. 50 % Dishtv GSB logo are L3 and 29% logo are L4. 65% of GSB and 73% of NL board are properly installed. Airtel’s Brand Image as the Best Mobile SERVICE provider. and they sell for commission. Retailers do not consider Dishtv as a top of the league Brand that is why DishTv demos are shown less on LCD and more on 21 inch Tv. • • • TOM visibility of GSB of Dishtv is the maximum only because of SHAHRUKH Dishtv has good visibility in upcountry region of Gurgaon and Faridabad Common suggestion by retailers who are not recommending Dishtv is to Improve SERVICE.

of Channels and Price. Recommendations A. Apart from the current Marketing strategy . POS available i.• • • Dishtv has the max.No. USP. Out of 150 Demos at the shops. recommended brand a. b. 74 . Dishtv is leading. POS should also speak aloud about –How to get its customer’s complaints registered with Dishtv directly rather than through dealers. c. with 25% and 25% in terms of product availability i.e. STB stock and Recharge coupon respectively followed by Dishtv. 70% are on TV and 30% on LCD TOM brand a. 19% retailers recommended TataSky. 31% are in working. 28% retailers recommended Airtel.3. • Max. USP.Service and STB Quality.Technology. 39% retailers favored TataSky. Dishtv stands 2nd with 25% after TataSky in terms Product visibility i. Commission and Price. The Top of Mind GSB creative is of Tata (Aamir Khan). USP. b. Out of total working demo.e Demo at Shop. 19% retailers favored Airtel. 21% retailers recommended Dishtv. c. 26% retailers favored Dishtv. B. 4. • • • • • Out of all Dishtv recharge denominations Silver and Platinum are most widely available.e 29% of all 5 DTH brands.Dishtv needs to stress upon providing better service and COMMUNICATE THE SAME to the customers.

asiamarketresearch. D. G.com/ top of mind e) http://www. E. H. REFERENCES: a) Kottler Keller Management b) DishTv Manual c) Dishtv Retail look book d) http://www.org 75 . Incentive schemes for retailers who is well learned and up to date with dishtv’s latest schemes and packages. dishtv should tie up for schemes/discounts with any LCD/TV brand and any Mobile Phone/Service Brand. Strengthen the Distribution channel so as to place the STB and Recharge Coupons in market on Time. Immediate Flex change over is required for all the old logos of Dishtv.wikipedia. Sales team should be made responsible to report on status of Onshop/Inshop branding quarterly or half yearly. Since most of the outlets are either Electronics Showrooms or Mobile handset outlets. So that they keep up to date 5. F. Sales team should include the Branding status on its sales report sheet.C.

dth.com i) j) http://www.in 76 .esselgroup.f) GC BERRY – Marketing Research g) Philip Lewis – Research Methodology h) http://www.com http://www.dishtv.

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