PROJECT REPORT ON

COMPETITIVE ANALYSIS OF COMPANIES COMPETING WITH AIRTEL IN DTH SEGMENT

AT BHARTI AIRTEL TELECOMMUNICATION LIMITED, PATNA

BY ANURAG ANAND

FOR THE PARTIAL FULFILLMENT OF THE COURSE PGDM (BA)

MITCON INSTITUTE OF MANAGEMENT BALEWADI, PUNE – 411045 2008-10 INDEX

Sr. No.

Topics

1

11

Executive Summary Certificate From

2 3 4 5 6 7 8 9 10

MIMA Certificate From Company Acknowledge ment Company Profile Research Problem & its Background

Objective, Hypothesis & Scope Research Methodology Data Presentation & Analysis Findings & Conclusions Suggestions & Recommendations Limitations & Scope for Further Studies Annexu re

Page No.

EXECUTIVE SUMMARY

I joined Bharti Airtel Telecommunication Limited. and the topic which I got to do research on was ‘Competitive Analysis . Patna.TOPIC 1 EXECUTIVE SUMMARY In my Summer Internship of 2 Months.

Other than Airtel Digital TV User i. Local Cable User The survey of retailers was done in order to find out: • Most demanded product in the market. • Visited market of Patna & Danapur with the help of FOS of the Company • Visit to customers homes for survey. Tata Sky.Mobile Services. Tata Sky. such as • Visit to various retail outlets throughout Patna & Danapur. Airtel Telemedia Services & Enterprise Services.e. Dish TV. For this research I had to go to various places. For the further research people to whom i surveyed by the help of questionnaire were • Retailers • FOS • Customers: 1. I had to go through all the companies competing Airtel in DTH Segment i. As being a competitive analysis. In India. DTH sector is rising with the increasing demand by the Customers & also because of the poor services & low picture and sound quality provided by the local cable operator to the customer. The businesses at Bharti Airtel have been structured into three individual strategic business units (SBU’s) . Airtel Telemedia Services business offers broadband & telephone services in 95 cities and has recently launched India's best Direct-to-Home (DTH) service.of companies competing Airtel in DTH Segment’. Airtel Digital TV User 2. Big TV & Sun TV & also the future competitor. • To find out that is Airtel successful in market or not . BIG TV. Dish TV & Sun TV 3.e. Airtel digital TV.

• Features of Airtel Digital TV known to him & are they communicating this to customers or not • Brand liked by them • Margins given to them by various companies. • No of brands they keep in their store • To find out any situation faced by him in dealing with customer The survey of FOS was done in order to find out • Salaries & incentives provided by company to him • Customer mindset before purchasing • To find out any situation faced by him in dealing with customer The survey of Airtel Digital TV Customer was done in order to find out • Reason for purchasing Airtel Digital TV • Person that influence him to purchase Digital TV • Features of Digital TV most liked by them • Their Satisfaction Level • Any problem faced by them • Their convenience of purchasing & getting recharge vouchers The survey of other than Airtel Digital TV Customer was done in order to find out: • Reason for purchasing the respective DTH Connection • Features more liked by him about the respective DTH Company .

• Problem faced by them The survey of Local Cable Customer was done in order to find out • Are they getting the good picture & sound quality or not • Any problem faced by them • Reason for not purchasing any DTH Connection CERTIFICATE FROM MIMA .

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CERTIFICATE FROM COMPANY .

Topic 2 Acknowledgement .

I am deeply indebted to my External Guide Rakesh Kumar (ZSM) & Rohit Kumar (TSM) of Bharati Airtel Telecommunication Limited. . Shashank Divekar throughout my project. a student of PGDM – BA course from MITCON Institute of Management. Patna Branch who shared their golden knowledge to nourish my knowledge. Patna (Bihar). the Registrar of MITCON Institute of Management who throughout the project gave me moral support and guidance. Vidyadhar Vedak.This is to certify that I. I also gradually acknowledge the valuable guidance given by Prof. Sanju Davis. Pune have done my 2 months duration summer internship from Bharati Airtel Telecommunication Limited. Anurag Anand. the Director and Prof. Santosh Mahajan. I am heartily thankful to Prof. Dr. the Dean .

Finally. acknowledgements to all the employees of Bharati Airtel Telecommunication Limited. . To all I’d like to express my most sincere thanks including my parents and GOD. Who throughout the project helped me out to nurture my skills and finish the project work successfully.

COMPANY PROFILE .

TOPIC 3 COMPANY PROFILE About Bharti Airtel: - .

The Bharti Group has a diverse business portfolio and has created global brands in the telecommunication sector. The mobile business provides mobile & fixed wireless services using GSM technology across 23 telecom circles while the Airtel Telemedia Services business offers broadband & telephone services in 95 cities and has recently launched India's best Direct-to-Home (DTH) service. Ltd. India’s largest integrated and the first private telecom services provider with a footprint in all the 23 telecom circles. The Enterprise services provide end-to-end telecom solutions to corporate customers and national & international long distance services to carriers. It has successfully launched an international venture with EL Rothschild Group to export fresh agri products exclusively to markets in Europe and USA and has launched Bharti AXA Life Insurance Company Ltd under a joint venture with AXA. The businesses at Bharti Airtel have been structured into three individual strategic business units (SBU’s) . world leader in financial protection and wealth management. Business Divisio ns : - .Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. Airtel digital TV. Bharti Airtel since its inception has been at the forefront of technology and has steered the course of the telecom sector in the country with its world class products and services. All these services are provided under the Airtel brand. Airtel comes to you from Bharti Airtel Limited. Airtel Telemedia Services & Enterprise Services.Mobile Services. Bharti has recently forayed into retail business as Bharti Retail Pvt. under a MoU with WalMart for the cash & carry business.

About Airtel Digital TV: Airtel digital TV is a part of Bharti Telemedia Ltd a subsidiary of Bharti Airtel Limited owned by Sunil Mittal the Indian telecom giant who brought mobile Services to India Through the largest mobile service Provider Of India Airtel . Airtel digital TV uses the latest MPEG4 standard with DVB S2 technology. it has a submarine cable landing station at. This latest technology enables delivery of more complex interactive content and is High Definition ready. Career Services: .The group offers high speed broadband internet with a best in class network. Airtel digital TV Started operation from 9 October 2008 with a slogan "Come Home To The Magic". It shows many interactive channels and plans to bring internet on DTH by using Airtel Live.1. It currently offers close to 150 channels [3] and many interactive ones as well as World Space Satellite Radio channels. For international connectivity to east. It comes with a universal remote for both Set Top Box and TV that offers enhanced viewer convenience Highest Set Top Box memory enabling more interactive applications . Airtel digital TV service is available to customers through 21.016 route kilometers of optic fibre on its national long distance network. Airtel Telemedia Services: .The Company compliments its mobile and broadband & telephone services with national and international long distance services. Mobile Services: . It is the second pan India DTH provider providing MPEG-4 technology.000 retail points including Airtel Relationship Centers in 62 cities & the numbers are increasing day by day. For international connectivity to the west. 4. For international connectivity to east. Features Airtel Digital TV • • • Airtel digital TV uses 20% larger dish antenna that offers better performance during rain. it has a submarine cable landing station at.The Company compliments its mobile and broadband & telephone services with national and international long distance services. Enterprise Corporate Services: . It has over 35. the Company is a member of the South East AsiaMiddle East-Western Europe – 4 (SEA-ME-WE-4) consortiums along with 15 other global telecom operators. based on the number of customers. With Landline services in 94 cities we help you stay in touch with your friends & family and the world.Bharti Airtel offers GSM mobile services in all the 23-telecom circles of India and is the largest mobile service provider in the country. For international connectivity to the west.016 route kilometers of optic fibre on its national long distance network. The company plans to increase the Channels in near future. the Company is a member of the South East Asia-Middle EastWestern Europe – 4 (SEA-ME-WE-4) consortiums along with 15 other global telecom operators. Get world class entertainment with India’s best direct to home (DTH) service digital TV in more than 150 cities 3. It has over 35. 2.

iCity (Get your city’s information) and Widgets (Update yourself on latest stock news). 2 / 4 screen iSports. Games with high quality graphics. 8 screen iNews.• • World space Radio Interactive applications such as iMatinee (Book cinema tickets). iTravel (Browse and book travel packages). iShop (Shop on TV for your favorite brands). refreshed every 6 weeks Audio gain control for uniform audio levels across all channels Simple and intuitive search On screen account meter Last viewed channel in case of power disruption/switch off Low battery indicator on the screen • • • • • • RESEARCH PROBLEM AND BACKGROUND .

TOPIC 4 RESEARCH PROBLEM AND BACKGROUND The topic allotted to me for the research was ‘Competitive Analysis of companies. In addition the problem was also to find out the effectiveness of promotional strategies opted by Airtel. It was launched on 9th of October 2008 all over India. BACKGROUND . The focus was also on to find out the current position of the company and also the level of competition which is their in this segment & also to analyze the future competition to be in this sector. The problem of the research was mainly to find out why the sales of the Airtel are not picking up fast but the competitor like Tata Sky sale was high instead Tata Sky is costlier that Airtel Digital TV. competing with Airtel in DTH Segment’ in the Patna region. after sale services and also the quality of the products in comparison to its competitors. Airtel is a new entrant in this segment & is trying to get a foothold in the market. Other points which were considered during the survey were to find out the in shop displays of Airtel Digital TV.

copying their moves and reacting to changes.Competitive Analysis is an important part of the strategic planning process. Why competitive analysis? Some businesses think it is best to get on with their own plans and ignore the competition. Many businesses are happy simply to track the competition. Competitive analysis has several important roles in strategic planning: . Others become obsessed with tracking the actions of competitors.

Muzaffarpur & Gaya.g. Airtel entered this market on 9th October 2008 with one of the strategy of lunching it under “AIRTEL” Brand Name. My survey was limited to the Patna. which is the highest in India. This is the reason that there are already five players in the market including Airtel & Videocon is entering in the market in less than 2 months. I have tried to find . Still after around 1 year of its launch. Almost 58 per cent of Bihari’s are below the age of 25. Supaul & Madhepura) I also judge the competition over there & also some other areas of Bihar. Though while visiting to my native place (Kosi Region i. This has given him a biggest advantage in getting the market share at the early stage of its launch.200 km²). Bhagalpur. Airtel Digital TV is running behind Tata Sky in the Market. Whereas Bihar is concerned it is the 12th largest state in terms of geographical size at 38. Out of these 4 only Patna as the capital of Bihar is developed area with a population of around 50 Lakhs. Picture & Sound Quality then the Local Cable Operator. To help forecast the returns that may be made from future investments (e. So there was a need of doing competitive analysis in order to know the Strengths & Weakness’ of its competitors & formulate the strategy accordingly to succeed in the market. To provide an informed basis to develop strategies to achieve competitive advantage in the future. and 3rd largest by population. In these entire places I have tried to find out market potential of all these areas & also what is the customers choice in today’s era where DTH Companies are dominating the market & providing a better service to its customer with Good Features. Danapur & its surrounding areas of Bihar.202 sq mi (99.e Saharsha. But in this market Tata Sky at present & also when Airtel Digital TV was launched was & is dominating the market. present and most importantly future strategies. Most of the companies are getting attracted to this sector. Close to 85 percent of the population lives in the rural countryside. How will competitors respond to a new product or pricing strategy?) DTH Segment in India is completely a new & the attractive sector. with its wider reach in rural areas. When we talk about Bihar there are only 3 to 4 major cities like Patna.• • • • To help management understand their competitive advantages / disadvantages relative to competitors. To generate understanding of competitors past.

Also according to the Business World 27 April 2009 issue in its Automobile section with a topic named “Rural India In Driver’s Seat” sys that at present economic downturn rural people are the one who are buying actually the things for their personal uses. around 8 Crore & out of this population 85% of them are still living in rural areas.e. . th Also if we consider the same data then it says that 58% of the Bihari people are the below the age of 35. strategies that could provide us with a distinct advantage.out that are people of Bihar happy with the Local Cable Connection or are they slowly switching over to the DTH Connection. as in Bihar today these young people have great influence on buying decision of any thing or item in their respective house. As discussed above out of total population of Bihar i. our customers and their expectations. The motive of this survey was also to determine our competitors. Again if any DTH company target these young people than it would certainly increase their sales in Bihar. the barriers that can be developed in order to prevent competition from entering our market and any weakness that can be exploited within the product development cycle. So there is lots of scope in the rural areas. Either it is Luxurious or NonLuxurious.

OBJECTIVES. HYPHOTHESIS AND SCOPE .

TOPIC 5 OBJECTIVES
1. To find the competitiveness of companies competing Haier in the

2. To find the company’s current position in the market.
3. To analyze the features of the highest demanded product of competing companies with

Haier’s equivalent product. 4. To identify effectiveness of promotional strategies of the company. 5. To study the factors considered by customers while purchasing.

HYPOTHESIS
1. The after sales services provided by Haier are far much better than the competitors. 2. The quality of refrigerators of Haier is better than its competitors. 3. Promotional activities of Haier are less in number. 4. In shop displays of Haier’s product is less as compared to its competitor.

SCOPE

1. The study was limited to Patna & Danapur region only.

2. Geographical area under the study has been divided into various parts: •

Station Road Ghandhi Maidan Exhibition Road Fraser Road Bakarganj Boring Road Belly Road Kurji Mor Punia Chak Patel Nagar Kankarbagh Hanuman Nagar

• • • • •
• •

• • •

1. Time: Time also was a very important and crucial factor, as I have dedicated 1 month for Consumer Research and a half month for the Retailer Research.

RESEARCH METHODOLOGY

CHAPTER 6 RESEARCH METHODOLOGY
The research consisted of various steps

COLLECTION OF DATA

PRIMARY DATA

SECONDARY DATA

DATA SORTING AND ANALYZING

DATA PRESENTATION

DATA INTERPRETATION AND RESULTS

Sources of Data Collection

Telephonic interview. Secondary data : Data collected from the second hand experience is known as secondary data. In other words original data derived from a new research study and collected at source. Discussion with FOS 1. Monthly Magazines. Catalogues. Under my research secondary data were as follows • • • • • Internet. Airtel Digital TV official website.1. as opposed to previously published material. Primary data : Data observed or collected directly from first hand experience is known as primary data. In my research following are the ways through which I derived the primary data • • • • • Direct Visits to retail shops. . In other words we can say that data collected apart from the direct surveys is called secondary data. Customer Database provided by Airtel. Interview to the retailers Interview to the customers.

segmentation. open-ended process. ○ A very flexible. and examining associative relationships. ○ Can be used for profiling. estimating. TYPES OF RESEARCH DESIGN • Exploratory Research ○ Designed to generate basic knowledge. METHODOLOGY . defining. This research which was of ‘Competitive Analysis of Companies. competing Haier’ was totally of exploratory in nature. and/or define alternatives for addressing research objectives. This is research design. clarify relevant issues uncover variables associated with a problem. uncover information needs. • Descriptive Research ○ Designed to provide further insight into the research problem by describing the variables of interest. predicting. It could be also said as a framework or plan for a study that guides the collection and analysis of the data.RESEARCH DESIGN A plan for collecting and utilizing data so that desired information can be obtained with sufficient precision or so that a hypothesis can be tested properly. ○ Most practical in marketing to talk about associations or impact of one variable on another. • Casual Research ○ Designed to provide information on potential cause-and-effect relationships.

5. Customers: 45 customers.1. Size of Sample: ○ ○ Dealers: 30 shops. Secondary: Catalogues. Interviews etc. Visits to Danapur located near Patna Visits to customer’s homes Visits to exclusive showrooms. NATURE OF STUDY The research study was totally exploratory in nature because the study was fully of findings as I took out the feedbacks from the dealers and the customers regarding the Haier products and the services provided by Haier. Monthly Magazines etc. Type of Research: Exploratory Method 2. Sampling Unit: Dealers and Customers. Under this process I had to visit to many places such as • • Visits to various retail outlets. 4. • • . Sample: Area wise 3. Methods of Data Collection: ○ ○ Primary: Direct Visits.

DATA PRESENTATION AND ANALYSIS FROM RETAILER POINT OF VIEW .

TOPIC 7 DATA PRESENTAION AND ANALYSIS FROM RETAILER POINT OF VIEW .

. However Tata Sky & Dish TV was kept by 26 & 24 retailers. This shows that Airtel Digital TV have been kept by most of the retailers.e. However my research was basically targeted on those retailers who have kept Airtel Digital TV along with other brand in their stores in order to understand the demand of the Airtel Digital TV in Market.Data Analysis The above graph shows number of DTH Brand kept by various retailers in their stores of various DTH Company. almost all of them have kept Airtel Digital TV in their stores. Dish TV is highest demanded from 4 Retail Stores only. While Sun TV is not demanded highest from any of the Retail Store surveyed. Out of 30. Tata Sky. It is slowly loosing its market share. Data Analysis The above graph shows the demand of DTH Brand in all the 30 stores surveyed. BIG TV. Out of 30 Retailers targeted. There were less number of retailers who have kept BIG TV & Sun TV in their stores which is 19 & 18 respectively. From above we can say that: Airtel Digital TV is highest in demand in 16 Retail Stores out of 30 surveyed. BIG TV is being demanded only in 1 Retail Store. 29 have kept Airtel Digital TV along with other Brands i. Tata Sky also in good demand as it is demanded highest from 9 Retail Stores out of 30 surveyed. Dish TV & Sun TV.

Sun TV is not have any preferred reason for sale & also it is new in market. Tata Sky is mostly demanded in the market because of the service they to their customer even in the Rural & Backward area in which Airtel is lacking behind.Data Analysis The above graph shows the reason of demand of various DTH Brand in the market. Dish TV is sold because of its quality only. BIG TV is because of the Brand Name it carries of Reliance. Airtel Digital TV is mostly demanded in the market mostly because of its Price & Package they offer to customer. Data Analysis .

BIG TV is favorite brand of 3 retailers only. .The above graph shows the Retailers Favorite DTH Brand. Airtel Digital TV is favorite brand of 11 retailers.

which is suggested by 11 retailers out of 30 to its customer. While Sun TV is not the choice of any of the retailer surveyed. . Dish TV is also the favorite brand of 3 retailers only. For BIG TV & Dish TV only 1 & 2 retailers respectively have suggested its customer for buying it. The above graph clearly shows that most of the retailers suggest buying Tata Sky to the customer.Tata Sky is the most favorite brand among retailers as it is favorite of 13 retailers out of 30 surveyed. 8 retailers have suggested buying Airtel Digital TV to its customer. Data Analysis The above graph shows the retailers suggestion to the customer to buy DTH Brand when asked them which one to purchase. While 8 retailers told that i explain the offers to the customer & they decide which one to buy.

.Data Analysis The above graph shows the reason why the retailers suggest the customer to buy respective DTH Brand. 17 retailers told that Airtel Digital TV gives them more margin than the other company. Price & package are costly to of Tata Sky then its competitor. Most of the retailers i. Also out of 30 retailers surveyed 10 retailers told that all DTH Company is providing almost same margin to them. This is also one of the reasons that Airtel Digital TV is sold more in market. Airtel Digital is mostly suggested by the retailers to its customer because of its Price & Package its offer to customer. Tata Sky is suggested by retailer to its customers because mainly of its kind of service it provide to its customers. Data Analysis The above graph shows the highest margin given to retailers by DTH Companies. Big TV & Dish TV is suggested by retailer to its customers because of its Package they offer to customer. As Airtel Digital TV gives more margin to the retailers maximum of them are telling to customer to buy Airtel Digital TV in order to earn more & more margin. However 2 retailers told that Tata Sky gives them more margin & only one retailer told that BIG TV gives them more margin.e.

Data Analysis The above graph shows the retailers knowledge about the Airtel Digital TV features. When I met with some retailer as a customer then while explaining about the various DTH Brands they were only telling to me about the Price & the package factor. When I ask about the unique features of the different brand they were clueless. . There are 63% of the retailers who knows about the features of Airtel Digital TV but some of them were still not communicating it to the customer. so that customer can make some decision of whether to purchase it or not. which make sit unique from other DTH Brand. While there are also 37% retailers who don’t know about the features of Airtel Digital TV.

Dish TV & Sun TV. Out the 15 Customers targeted who were using the DTH Services of DTH Companies like Tata Sky.DATA PRESENTATION AND ANALYSIS FROM CUSTOMER POINT OF VIEW FROM CUSTOMER POINT OF VIEW (OTHER THAN AIRTEL DIGITAL TV USER) Data Analysis The above graph shows the different DTH Company services used by the different customers surveyed. BIG TV. .

While I didn’t find any Sun TV Customer. it was used by 67% of the Customer surveyed. Then 20% were Dish TV & only 13% were BIG TV Customers. .e.While conducting research I found most of the customers were using Tata Sky i.

The above graph shows that most of the customers come to know through advertisements. .How the Customer come to know about the respective DTH Brand Data Analysis The above graph shows that how the customers of Tata Sky come to know about it & purchased it. Here source include Tata Sky used by the Tata Sky employee & company have provided him the same. 46% of them come to know about Tata Sky through Advertisements. 20% each come know through about friends & 7% each come know through Catalogue & Display & other sources of information.

Data Analysis The above graph shows that how the customers of Dish TV come to know about it & purchased it. .

25% come know through about friends & 25% come know through other source i. 50% of them come to know about Dish TV through Advertisements. The above graph shows that out the 2 BIG TV Customer 1 of them come know about BIG TV through advertisements & while one was the retailer only who was using BIG TV for his personal use at his home. On whom suggestion customer have purchased the respective company DTH Brand .The above graph shows that most of the customers come to know again through advertisements. through relative.e. Data Analysis The above graph shows that how the customers of BIG TV come to know about it & purchased it.

While 11% each have purchased Tata Sky on the basis of suggestion given by Retailer & Family. Data Analysis The above graph shows who basically influence the behavior of the customer while taking decision to purchase the Tata Sky. Out of the 4 customer surveyed of Dish TV 50% each have purchased Dish on the basis of suggestion given by Family & self decision taken. 22% have purchased Tata Sky on suggestion of its friends.Data Analysis The above graph shows who basically influence the behavior of the customer while taking decision to purchase the Tata Sky. . Out of the 9 customer surveyed 56% of the have taken the decision of self of purchasing by going through all the details of the various company.

Data Analysis The above graph shows who basically influence the behavior of the customer while taking decision to purchase the BIG TV. Out of the 2 customer surveyed 1 of them were retailer so he have purchased it for self use while the other one have purchased it by taking the self decision. The 2nd customer have purchased it because of the Brand Name of Reliance. Reason for Purchasing Respective Company DTH Brand .

. 11% purchased because of features available with the Tata Sky.Data Analysis The above graph shows the reason why the Customer of Tata Sky have purchase it. 45% of them purchased because of better services provide by Tata Sky to its customer.

22% each purchased it because of Brand Name of Tata. 25% have purchased because the kind of service provided by the Dish TV to its customer. Data Analysis The above graph shows the reason why the Customer of Dish TV has purchased it. Brand name was selected by the customer because they were not knowing that who owns Dish TV. These customer were also using Dish TV for more than 2 years. 22% also purchased because of other reason like Company Provided to its Employee & Because of better picture quality which they were not getting through cable connection. 25% have give given other reason of purchasing like it was FAMOUS AT THAT TIME. 50% of them purchased because of the features available with the Dish TV as it was new at that time & there were no competitor in the market. Data Analysis . so they purchased.

In case of Dish TV out of 4 customers only 1 customer was not satisfied with the service provide by Dish TV. Both of the BIG TV Customer told that they are completely dissatisfied with the level of service provide by BIG TV. Out the total 15 customer surveyed the 9 customer of Tata Sky told that they were completely satisfied with the service of Tata Sky. Data Analysis The above graph shows the level of satisfaction of the various DTH users. He said that in case of any problem faced by him prompt service is not provided by Dish TV.The above graph shows the reason why the Customer of Dish TV has purchased it. Reason given by them was like most of the time they didn’t get Recharge Voucher & have to wait for longer period to get it. 2 of the customer surveyed of BIG TV one of them have purchased it because of the Brand Name of Reliance & the 2nd one have purchased because of MPEG4 technology used in it. .

Data Analysis The above graph shows that are the customers facing any kind of Problem while using respective DTH Brand. Problem was basically that Prompt service not provided to him by the Dish TV. Rating Given by the customer of respective company DTH Brand Data Analysis The above graph shows the rating given by Tata Sky customers to Tata Sky on various points of rating. Some of them were using Tata Sky for 2 years. Tata Sky customer told that they have not faced any kind of problem till now. Out of the 9 customer surveyed of Tata Sky. In terms of Package it has been rated Good by 6 Customers & Excellent by 1 Customer & . While both of the customers of BIG TV have complained about the Poor Service of BIG TV & also about the not availability of BIG TV recharge voucher for most of the times. it has been rated as below: In terms of Service it has been rated Good by 6 Customers & Excellent by 3 Customer. Out of 4 customers surveyed of Dish TV only 1 customer complained about the problem faced by him while using Tata Sky.

.Average by 2 Customers.

In terms of Sound Quality it has been rated Good by 6 Customer & Excellent by 3 Customer. Out of the 2 customer surveyed of BIG TV. In terms of Convenience it has been rated Good by all 4 Customers because it has a wide reach to the various areas. When we talk about Overall Rating to Tata Sky it has been rated Good by 6 Customers & Excellent by 3 Customers. it has been rated as below: - . In terms of Picture Quality it has been rated Good by 3 Customers each & Excellant by 1 Customer. In terms of Package it has been rated Good by 2 Customers & Average by 2 Customers. Out of the 4 customer surveyed of Tata Sky. So customer finds its easier to purchase Recharge Voucher etc. Data Analysis The above graph shows the rating given by BIG TV customers to BIG TV on various points of rating. Data Analysis The above graph shows the rating given by Dish TV customers to Dish TV on various points of rating. In terms of Sound Quality it has been rated Good by 3 Customer & Excellent by 1 Customer. it has been rated as below: In terms of Service it has been rated Average by 3 Customers & Good by 1 Customer. When we talk about Overall Rating to Dish TV.In terms of Picture Quality it has been rated Good & Excellent by 4 Customers each & Average by 1 Customer. In terms of Convenience it has been rated Excellent by 5 Customers & Good by 4 Customers. it has been rated Good by 3 Customers & Average by 1 Customers.

Data Analysis The above graph shows that are the Other DTH Brand user have heard the name of Airtel Digital TV or not. In terms of Picture Quality it has been rated Good by both of the customers. Out of the 15 customer surveyed 87% i.In terms of Service it has been rated completely Average.e. .e. When we talk about Overall Rating to BIG TV. 13 of them have heard the name of Airtel Digital TV while 13% i. In terms of Package it has been rated Good & Average Equally. In terms of Sound Quality it has been rated Good by both of the customers. it has been rated Good & Average equally by the customer. 2 of them told me that they have not heard the name of Airtel Digital TV. In terms of Convenience it has been rated Average by both of the customers.

Data Analysis The above graph shows that whether other DTH Brand user would be interested in purchasing Airtel Digital TV in near future or suggest some of its friends or relatives to purchase it. Out 15 customer surveyed only 4 of them i. 20% of them told that they will either purchase or suggest their relative or friends to purchase it.e. 27% of them were not know to the features of Airtel Digital TV. Instead Tata Sky user said that they suggest their Friends & Relative to purchase Tata Sky only. .Data Analysis The above graph shows that are the customer other DTH Brand have the idea about Airtel Digital TV Features. 80% of them told that No they would not suggest anybody or purchase Digital TV in near future. While 73% i. Out of 15 customer surveyed only 3 of them i.e.e.e. While rest of the 12 Customer i. 11 of them doesn’t have any idea about Airtel Digital TV Features.

Out of 15 customer surveyed 60% of them have been using Local Cable Connection for more than 2+ Years. Some of the customers were using it for more than 10 Years. 20% of them were using it between 1 to 2 years 13% were using between 1 to 6 Months. Data Analysis .FROM CUSTOMER POINT OF VIEW (LOCAL CABLE USER) Data Analysis The above graph shows that how long the Local Cable Customer are using Cable Connection. While 7% of them were using it between 6 to 12 months.

.The above graph shows that are Local Cable Customer facing any kind of Problem in using Local Cable connection. Out of 15 customer surveyed 73% of them told that they are facing the Problem while using Cable Connection while 27% told that they are not facing any kind of problem in using it.

Out of the 15 Customer surveyed 67% of them told that they are not facing the Problem of Picture Quality while 33% of them told that they are facing the Problem of Picture Quality.Customers told that most of the time they contact the Local Cable Operator to fix the problem but sometimes it automatically get fix. However the time taken by Cable Operator to fix the problem is something around 2 days. . Data Analysis The above graph shows that the problem faced by the Local Cable User in terms of Picture Quality.

73% of the People told that the price they are paying for viewing channel per month is cost effective for them while 27% of them told that it is not Cost Effective for them. 9 out of 15 were paying between 100-150 per month in order to view all the channels.e. 2 of them were paying 150 to 200 Rs per month & 1 of them were 200+ Rs per month in order to view all channels. . From the above graph we can conclude that most of the customers i.Data Analysis The above graph shows the amount paid by the Local Cable Connection user per month in order to view the channel to the Cable Operator. which must include all these channels. So if a DTH Brand wants to target these customers then they will have to definitely bring down the price to this level. Data Analysis The above shows that the price the Local Cable Connection user are paying they cost effective for them. While 3 of them were paying between 50 to 100 Rs per month.

.Data Analysis The above graph that why the Local Cable Connection user have not purchased any of the DTH Brands. 13% of them that there are always some hidden cost. 7% told that it is not user friendly i. 20% of them have give other reason of not purchasing. 60% of the Customer told that the Prices of purchasing are higher which cost around Rs 2000 of every DTH Brand & also the per month viewing cost are higher if we want to view all the channels. not convenient to use. Some of the Reasons were: a) Satisfied with the Local Cable Connection b) No Knowledge about the DTH Brand & Its Function & Benefits c) Not Needed Data Analysis The above graph shows the interest level of the Local Cable user in purchasing any of the DTH Brands in the Market.e.

67% of the Local Cable User told that they would be interested in purchasing any of the DTH Brands available in the market. While 33% of the told they are not interested because they are satisfied with the Local Cable Connection. .

Out of the 10 customer decided to purchase the DTH Brand 4 of them have not decided yet which one to purchase. 2 of them have decided to Purchase Tata Sky. 3 of them have have decided to purchase Airtel Digital TV.Data Analysis The above graph shows the DTH Brand customers have decided to purchase. .

Data Analysis .

While only 13% i. Data Analysis The above graph shows the features known to the Local Cable User about Airtel Digital TV User. .e.e. only one customer was knowing about World Space Radio which Airtel provide to its customer. 7% i. 87% of the user have heard the name of Airtel Digital TV. 60% of the Customers did not know about the Airtel Digital TV Features.The above graph shows that whether the Local Cable user have heard about Airtel Digital TV or Not. 33% of the customer was aware of features like Universal Remote. 2 out of 15 people have not heard about Airtel Digital TV. which is being highlighted highly by Airtel.

. 53% of the people have not yet decided which DTH Brand they want to purchase. 34% of them told that they want to purchase Airtel Digital TV.Data Analysis The above graph shows the interest level of Local Cable in purchasing Airtel Digital TV. While 13% of the Customer told that they are interested in purchasing Airtel Digital TV.

Less number of distributors 2. Frequent visit of FOS to the retailer point is not there 5. Less number of retailers in every market but specially in Kankarbagh Area 3. Market is irregulated 6. Promotional Activities done by Airtel is Less .FINDINGS AND CONCLUSIONS Topic 8 FINDINGS As survey was totally dependent on competition point of view. Some of the retailers do prefer to sell Digital TV than the competitor 4. thus after surveying the various retail outlets & I came to the following conclusions: 1.

Banners of Airtel Digital TV is not done properly in many retail outlet 8. Problems prevailing in market because of the promotional offers for retailers i. because of slab based scheme .e.7.

They some time take even 4 or more days for going for installation in the rural areas. Many of the retailers don’t know about the features of Airtel Digital TV 11. Strategy of Launching Digital TV under Airtel name have created a brand in itself in the market 2. Engineers are reluctant in going to rural areas. Airtel needs to improve its service level to its customer. Demo of the company is not properly utilized in the retail outlets 10. This is one of the biggest reason that Airtel is lagging behind from Tata Sky in the Market & has a less reach in rural areas 3. Airtel Digital TV is preferred by the customer because it is cheaper than the other competitor DTH Brand in the Market & also gives more benefit. 4. CONCLUSION 1. Airtel is doing well in Urban Ares but not so good in rural areas.9. .

. my suggestions and recommendations to Airtel Digital TV are as follows: 1. As there are only 2 distributor which are covering the whole Patna & its neighboring area.SUGGESTIONS & RECOMMENDATIONS TOPIC 9 SUGGESTIONS AND RECOMMENDATIONS On the basis of Findings and Conclusion. More number of distributor points should be made. Service level must be increased & the Tier System of providing the service level must be abolished as it doesn’t have reach to all customers 2.

3. Promotional activities must be increased. . Retail outlets must be increased 4. It can be done by putting some hoardings on the various parts of Patna.

11. Here this facility means that if the customer account has no balances then Airtel Must give some day’s credit to the customer ranging form 1 Day to 1 Month. FOS visit to the retail point must be increased 19. As of now there is less number of engineers with the company. which will not only cater the needs of Mobile Customer but also the DTH Customer. Booking Airtel Digital TV with customer care is also a lengthy process. As while talking to retailers I found that quite good of them don’t know about the features of Digital TV. 14. if possible for each city or each distributor point engineers can be hired. depending upon the customer. . 8.Airtel Must come up with the flexibility in its monthly package given to its customer. Airtel Relationship Centre (ARC) must be opened in Patna. More number of engineers should be increased in order to improve the service level. Camp can be organized in various societies. Airtel must focus on rural areas 9. 10. 18. As they sometime come to know about various offers of company through customer.If Airtel can come up with some good offer especially for the Govt Employees them it can boost up its sales in the market. This should be done because in this retailers are the key point in this market. Retailers should also be communicated about the unique features of Digital TV. Here its means that customer of Airtel can switch over to any package of its choice any day & charges should be made accordingly by Airtel.5.At least once in a month a meeting must be organized with the major retailers so that the communication gap between the company & the retailer can be fulfilled. As it is one of the biggest advantage which Local Cable Service Provider is providing to its customer. It must be reduced. 13. Display at various retail outlet need to be improved 7. 15. 12.Rural Areas customers are not so familiar in calling to customer care. 17. 16. So Airtel must use some way in order to provide them a better service if in case they face any Problem. This strategy can be well used in rural areas.Credit facility must be given to the customers. 6.Retailers should be informed about the offers that company is providing to the customer. This can be done with the help of various students & can be done at a regular interval.

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LIMITATIONS AND SCOPE FOR FURTHER STUDIES .

Some customers or the secretary of the society think that I was the salesman . It was very hard to enter in to a customer house. because of which it has taken more than 1 month to conduct the customer research 4. Unfavorable response by many retailers 3.TOPIC 10 LIMITATIONS 1. Some customers were not good in behavior 5. My survey was restricted to the Patna & Danapur region only 2.

which can further make Airtel the Leader of DTH Segment as it is in Mobile Segment & will also be able to cope up with the future competitor like Videocon. 2. Branding Strategy of Airtel Digital TV 4. Distribution System of Airtel Digital TV 3. Customer Satisfaction Level of Airtel Digital TV Customer: .As Airtel is new player in this segment. To understand the Market Share of Airtel Digital TV in Bihar & to devise a strategy to increase the market share .SCOPE FOR FURTHER STUDIES 1. by studying this it can increase the customer satisfaction level will also be in a position to increase the level of its services.

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ANNEXURE .

blog.com www.in .in www.airtel.indiadth.aritel.wikipedia.teck.com www.indiatelevision. R.REFERENCES BOOKS REFERRED: • MARKETING MANAGEMENT (11th edition) By Philip Kotler • RESEARCH METHODOLOGY (2nd edition) By C.in/digitaltv www.co. Kothari WEBSITE REFFERED: • • • • • • www.in www.

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Which Company DTH Services are you using? a) Dish TV c) BIG TV e) Sun TV 2. What was your preference while purchasing it? a) Brand Name d) Price b) Good Services e) Package c) More Features f) Others__________ b) Friends c) Family . How did you come to know about it? a) Advertisements c) Friends e) Catalogue & Display b) Retailers d) Salesman f) Others_________ b) Tata Sky c) Airtel Digital TV 3. Who suggested you to buy the respective company DTH Connection? a) Retailer c) Self 4.Competitive Analysis of Companies Competing with Airtel in DTH Segment Customer Questionnaire General Questions: 1.

5. What is most unique feature that distinguishes your DTH from other company DTH Services? _______________________________________________________________________ _______________________________________________________________________ __ .

Are facing any kind of problem with your DTH Connection? a) Yes b) No b) No 8. When you call to customer care regarding any problem then how much time do they take to solve it? _____________________ 11. If Yes.6. Are you satisfied with the kind of services provided by the respective DTH Company? a) Yes 7. then kindly mention some of them? _______________________________________________________________________ _______________________________________________________________________ __ 9. What is the cost are you paying for viewing your favourite channel per month? ____________________ 10. How will you rate your DTH Connection in terms of: Services: Package: Picture Quality: Sound Quality: Customer Care: Price: Value Added Services: Convenience: Overall: About Airtel Digital TV: 12.Have you heard about the Airtel Digital TV? □ Excellent □ Excellent □ Excellent □ Excellent □ Excellent □ Excellent □ Excellent □ Excellent □ Excellent □ Good □ Good □ Good □ Good □ Good □ Good □ Good □ Good □ Good □ Average □ Bad □ Average □ Bad □ Average □ Bad □ Average □ Bad □ Average □ Bad □ Average □ Bad □ Average □ Bad □ Average □ Bad □ Average □ Bad a) Yes 13. Which unique features of Airtel Digital TV are aware of? b) No a) 20% Bigger Antenna in order to give better picture quality while Rain .

b) Single Remote for Both TV & Set Top Box .

c) They offer World Space Satellite Radio at no extra cost d) Low Battery Indicator 14. Would like to shift to Airtel Digital TV in near future? a) Yes b) No Personal Information: Name: Age: Gender: □ Male □ Female Mobile/Phone Number: Address: -_____________________________________________________________________ _____________________________________________________________________________ _____________________________________________________________________________ _____________________________________________________________________________ ___ Annual Income: □ <50000 □ 150000 – 250000 □ 50000 – 150000 □ 250000 – 500000 □ Above 500000 Thank You f or Your Co-operation .

Competitive Analysis of Companies Competing with Airtel in DTH Segment Customer Questionnaire for Local Cable User 1. then do you often face this problem? b) No b) No b) No a) Yes 9. If you face this kind of problems what you do? a) Contact Cable Operator c) Leave it as it is b) Try to fix the problem d) Other____________ 6. Are you facing any kind of problem? a) Yes 4. then kindly mention some of them? b) Local Cable Connection b) 6 to 12 Months d) 2+ Years b) No _______________________________________________________________________ _______________________________________________________________________ __ 5. Which Connection are you using at your home for viewing various channels? a) DTH Connection 2. If Yes. Do you get the good Picture Quality? a) Yes 8. What is the amount are you paying per month to the Cable Operator? . Are your problems being solved when you contact Cable Operator? a) Yes 7. Since how long are you using Local Cable Connection? a) 1 to 6 Months c) 1 to 2 Years 3. If No.

_________________ 10. What is the reason behind you are using the Local Cable Connection instead there are some good companies providing the DTH connection at your home with some good features & better Picture Quality at reasonable cost? . Is it cost effective for you? a) Yes b) No 11.

Which unique features of Airtel Digital TV are aware of? a) 20% Bigger Antenna in order to give better picture quality while Rain b) Single Remote for Both TV & Set Top Box c) They offer World Space Satellite Radio at no extra cost d) Low Battery Indicator 16.a) Prices are high b) There are always some hidden cost c) Not User Friendly d) Others______________________ 12. Would you like to purchase Airtel Digital TV? a) Yes Personal Information: Name: Age: Gender: □ Male □ Female Mobile/Phone Number: - b) No b) No Address: -_____________________________________________________________________ _____________________________________________________________________________ _____________________________________________________________________________ _____________________________________________________________________________ .Have you heard about the Airtel Digital TV? a) Yes 15.If Yes. then which DTH Brand would you like to Purchase? b) No a) Airtel Digital TV d) Dish TV About Airtel Digital TV: - b) BIG TV e) Sun TV c) Tata Sky 14. Would you like to purchase any DTH Brand in near future? a) Yes 13.

___ Annual Income: □ <50000 □ 50000 – 150000 .

Why do you think the brand ranked 1 is highest in demand? .□ 150000 – 250000 □ 250000 – 500000 □ Above 500000 Thank You f or Your Co-operation Competitive Analysis of Companies Competing with Airtel in DTH Segment Retailer Questionnaire Retailer Name: ________________________________________________________________________ Store Name & Address: _____________________________________________________________________________ _____________________________________________________________________________ _____________________________________________________________________________ _____________________________________________________________________________ ____ 1. Rank the company in order of its demand in the market? 1) 4) a) Brand Name Convenience d) Price Other______ 5. Out which company product are sold more now a days? _______________ 3. If Customers ask you which brand is the best then which one you suggested? e) Quality 2) 5) b) Service c) e) 3) 4. Which all brands you keep in your store? a) Airtel Digital TV d) Dish TV b) BIG TV e) Sun TV c) Tata Sky 2. Which DTH Brand do you like more? ____________ 6.

______________ .

Is Airtel Digital TV Successful in market (If Not Ranked 1)? a) Yes 12.If Yes.7. If No. Any Reason? a) Features c) Good Quality 8. Which company gives you the more margins? _____________________ b) Services d) Others____________ 9. Any Suggestion for Airtel Digital TV for its better functionality? _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ ____ . Are aware of the various features provided by Airtel to its Customer? a) Yes 10. then do you communicate it to the customer? b) No b) No b) No a) Yes 11. than can you give some reason for that? _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ ____ 13.

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