ALETI SAMPATHREDDY

MBA-G, III SEM

AMITY UNIVERSITY HARYANA

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• Vision of the company:
To be the leader in changing the way the world communicates
by providing innovative technology, quality products and
dynamic services.
• Mission of the company:
To place our satellite dish in every home, school and business
throughout the world.
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Company Profile & Industry Profile

• Dish TV India Ltd is Asia’s largest DTH service Provider.

• Cou try s first DTH li e se as a arded to Dish TV i 00
which started operations in 2004.
• DTH stands for Direct To Home which is a direct mode of
transmission between Broadcaster and Subscriber through
satellite.
• Organizational Chart:

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• Dish TV is a part of Essel Group, is India’s first direct to home
entertainment service. The company provides around 400
channels, highest in numbers in this segment.
• It also provides games, interactive TV, Movies on Demand,
etc. Dish TV is market leader in Direct to home (DTH) service
having a pan-India presence.
• By digitalizing Indian entertainment, this enterprise brought
best television viewing technology. It not only transmits high
quality programmes through satellite; but also gives a
complete control of selecting channels and paying for them.

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 Why Dish TV
• Digital Picture Quality:
The exceptional digital and Direct to home transmission ensure you watch all your
favorite programe in true DVD quality.
• Stereophonic Sound:
The Direct to Home satellite transmission treats you with a true theatre
experience by providing awesome Stereophonic sound.
• Geographic Mobility:
No matter which part of the country you are in or moving to,
Dish TV with its all India coverage ensure direct signals wherever
you are.
• Uninterrupted Viewing:
With Dish TV at your home, as long as your equipment is connected
to a power source you can enjoy uninterrupted transmission of your
favorite programmes

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• Capacity up to 400 DTH Channels:

Dish TV can offer you up to 400 entertainment channels.

• Dyna Boost:
Dish TV is using the NSS6 satellite at 95.0°E designed
specifically for DTH operations. It is equipped with Automatic
Level Control (ALC) feature that enables the satellite to maintain
constant satellite EIRP even in case of uplink signal degeneration
due to weather conditions such as rain, fog or clouds.
• Insta flip:
Dish TV’s Insta flip technology helps you change channels
quickly and conveniently. Our efficient processor make it
possible for you to browse through all 300+ channels and
services in less than 2 seconds So, get set browsing all the
channels on Dish TV with fast scrolling navigation and
quick flip surfing.

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 Product & Services
Set Top Box (STB)
Dish TV Set Top Box (STB) is a digital receiver that
connects to a television. It receives Dish TV signals
from a mini dish and turns the signals into content on
your screen. Additionally, each Set top box comes with
its own remote control, making it easy to operate.
Dish+
Dish + is the Standard Definition Recorder service, It
offers the best of television entertainment along with
advanced recorder capabilities
• Unlimited Recording: Create your TV library and
record unlimited on multiple external devices
• Pause, Rewind and Forward:
• Record in Standby: Scheduled programmes to
Record automatically even if the TV is switched
off
• Event and Time Based Recording: Schedule 7
recordings for a specific time/event
Dish Freedom
Dish TV has launched 'Dish Freedom', a
conditional access module (CAM) device which
will make DTH portability a reality in India.
'Dish Freedom' will enable DTH customers to
opt for the quality services of Dish TV instead of
their existing DTH operator without having to
change their set-top boxes.

Dish TV on wheels
Dish TV introduced Dish TV on wheels last year
in Delhi Auto Expo. Mobile Dish TV on wheels is
all about watching TV on the go, especially when
you are driving long distance or even commuting
to office for long hours in this traffic. Apart from
offering regular channels, Mobile Dish TV’s
primary focus is to offer music and cricket on the
go. 8
Ho it orks…

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Objective of the Project

To do comparative analysis of Retailer satisfaction for different DTH players of

Hyderabad

Research Methodology/ Design

Research Method
Conduct the market survey about the comparative analysis of retailer satisfaction
for different DTH player in Hyderabad.
Sources of data: Primary data :- Questionnaire has been used to collect the data.
Secondary Data:-Information available with the company.
Data collection method: Survey method has been used for collecting the data.
Sample size: Targeted Dealer to be surveyed: 250
Dealer have been surveyed : 311
Sampling technique:
Convenience area sampling has been used in the research.
Area of survey:
Different places in Hyderabad Segmentation.

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 DATA ANALYSIS
Awareness of Digitization
300
265
250

200
No
150
Yes
100

50
3
0

Customer Response towards Dish TV

250
214 Total no. of respondents 236
200
New dealers 42
150
Retailers unavailability 28
100
Retailers who are not respondents 05
50
12 10 Total no. of Outlet visited 311
0
Count of Good Count of Average Count of Poor Table: 1
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 No. of outlets for DTH services
300
240 242 Tata Sky 242
250 228 230
195
200 Airtel 240
161
150 Sun Direct 230
100
Dish TV 228
50
Videocon 195
0
Airtel BigTV DishTV SunDirect Tata Sky Videocon Big TV 161

Table: 2
Packaging cost of Dish TV with other DTH
services
140
124 Total no. of respondents 206
120

100 New dealers 42

80
80
Recharge Only 53
60

40 Retailers who are not responded 10

20 Total no. of Outlet visited 311

2
0
Count of Highly Count of Count of Averagly Count of Un Count of Highly
satisfactory Satisfactory Satisfactory Satisfactory Unsatisfactory
Table: 3
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Table: 4.6(a)

Installation Charges of Different DTH

Services
200 181
180 Total no. of respondents 206
160
140 New dealers 42
120
100
80
Recharge Only 53
60
40 18 Retailers who are not responded 10
20 7
0 Total no. of Outlet visited 311
Count of Highly Count of Count of Count of Count of Highly
Satisfactory Satisfactory Averagly Unsatisfactory Unsatisfactory
Satisfactory
Table: 4

Subscription Services of DTH Services

200 182
Total no. of respondents 206
180
160
140 New dealers 42
120
100 Recharge Only 53
80
60 Retailers who are not responded 10
23
40
20 1
0
Total no. of Outlet visited 311
Count of Highly Count of Count of Count of Un Count of Highly
Satisfactory Satisfactory Averagly Satisfactory Unsatisfactory Table: 5
Satisfactory

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 Service Satisfaction
300
252 Total no. of respondents 264
250

200 New dealers 42

150
Retailers who are not responded 05
100

50 Total no. of Outlet visited 311

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0
Count of Yes Count of No
Table: 6
Compare Dish TV with other DTH Services

200 191
180 Total no. of respondents 264
160
140
New dealers 42
120
100
80 Retailers who are not responded 04
60 51
40
17 Total no. of Outlet visited 311
20 6
0
Count of Highly Count of Count of Averagly Count of Un Count of Highly Table: 7
Satisfactory Satisfactory Satisfactory Satisfactory Unsatisfactory 14
 Feedback
180 167
160 Total no. of respondents 264
140
120
New dealers 42
100
80
60 Retailers who are not responded 05
42 42
40
20 13
Total no. of Outlet visited 310
0
Count of Good Count of Intrested Count of Count of Aft. Sale
In Dealership Distributor Issue Service

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 Findings on Survey

• There is a communication gap between the company and the leaders. This
does t see to e the ase ith other DTH pro iders.
• Availability of vouchers is one of the major issues among Dish TV dealers,
approximately 40% of dealers in Hyderabad facing problems. For small amount
of recharge they use vouchers, but us e other modes of recharge for large
amounts. Due to shortage of stock they are not able to retain their customers
for long term.
• Customer care service is considered to be very poor as dealers often
complain of problems in recharge process managed by Dish TV.
• Many dealers say they recommend Tata Sky and Airtel because they get
the installation done much faster in comparison to Dish TV. With Dish, it
takes upto 3-4 days sometimes.
• Good thing which i found in Dish TV according to dealer feedback is offer,
dealers and customer like their but same time they shows un satisfaction
with frequent changes in offer.

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 Recommendations

• Increase awareness:
Since there is lack in communication channel, it should be tackled with care and
dealers should be constantly made aware about the offers and new plans through
meetings with company executives at regular intervals
• Improve processes and techniques:
In order to make recharge or activation process more transparent and user friendly, the
EPRS technology needs to be upgraded consistently.
• Give more value added services:
Since Tata sky and Airtel have clear edge over value added services like free
installation DTH needs to mend its strategy to face these competition.
• Improvement in after Sales Services: Arrange
proper training for customer care executives as Dish TV lacks proper after sale
service.

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 Recommendations

• Standardized the price plans and avoid frequency changing:

Frequent changes in price and offers is proving no good for Dish TV
as it is in way frustrates the customers with changes in offers
without being informed about it.
• Voucher Availability:
Make proper channel of Distribution of voucher.
• Visibility:
Danglers create more impact on customer mind, it always visible
and promote offer and help to recall brand resonance.

Cont... 18
Thank You

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