A PROJECT REPORT

ON

“MARKET RESEARCH FOR VIDEOCON d2h+”

FOR

“VIDEOCON DTH+”

SUBMITTED TO

PUNE INSTITUE OF BUSINESS

In partial fulfillment of Post Graduate Program

in Business Management (PGPBM)

BY

DHEERAJ KUMAR MAURYA

ROLL NO:-521/08
BATCH:-2008-10

IAEER’S
PUNE INSTITUTE OF BUSINESS MANAGEMENT
Survey No. - 499, Near Manas Resort,
Bhugaon, Tal-Mulshi, Paud,
Pune-411042(Maharashtra), India

1
 DECLARATION

I, Mr. Dheeraj Kumar Maurya hereby declare that this project report is the record of
authentic work carried out by me during the period from 2nd May 2009 to 31st July 2009
and has not been submitted earlier to any university or institute for the award of any
degree/diploma etc.

Name of the Student: Dheeraj Kumar Maurya

Date: 25th Sep 2009

2
 Company Letter Head

Certificate

This is to certify that the organizational study project is a bonafide and sincere work of
Mr. /Ms Dheeraj Kumar Maurya is original and has been made under my supervision in
partial fulfillment of requirement for the award of Post Graduate Programme for the
period of 15 to 20 days in the month of October 08. His/her performance during this
period was: Poor/ Satisfactory/ Good/ Excellent).

Mr Sandeep Singh

Company Guide

Date: 25th Sep 2009

3
 IAEER’S
PUNE INSTITUTE OF BUSINESS
MANAGEMENT

Institute Letter Head

Certificate

This is to certify that Mr. Dheeraj Kumar Maurya of IAEER’s Pune Institute of

Business Management has successfully completed the project work titled in

partial fulfillment of requirement for the completion of PG course as

prescribed by PIBM. This project report is the record of authentic work

carried out by him during the period from 1thMay to 30thJune.in which he has

worked under my guidance.

Project Guide: Director

Academics/Dean:

Prof. Mr.
Jagdish khandelkar

Date:
Place:Pune

4
 ACKNOWLEDGEMENT
In this project report I have made an honest and dedicated attempt to make the research
material as authentic as it could. And I earnestly hope that it provides useful and
workable information and knowledge to any person reading it.

During this small time frame of two months in which the project reached its
completion, there were a few people whom I would like to make a mention of and
without whose help the project would have never seen the light of day.

I also thanks to my internal guide Prof. Ashok Chaudhary for his timely response via e-
mail & personal meeting, which immensely helped in giving the project the initial
direction it needed.

I would like to thanks my external guide Mr. Sandeep Singh (Circle Head) and Mr
Viraj Vinayak hardas (Area Sales Maneger) who gave me a free hand as far as going
about the project work concerned.

I dedicate this project to Dealer’s of Pune District who were extremely kind and who
at times went out of the way to help me. Without their co-operation it would have
perhaps not been possible to research a few places, which I did, within the stipulated
time frame.

Dheeraj Kumar Maurya

PGPBM+MBA (Marketing & IT)

2008-2010

5
 EXECUTIVE SUMMERY
First and fore most, I would like to thanks “VIDEOCON DTH+” for giving me an
opportunity to undertake the project “MARKET ANALYSIS FOR VIDEOCON
d2h+”.

I was given the task for market analysis in which I had to visit dealers, distributors and
tell then about new introducing product by VIDEOCON DTH+. The offered products
are ‘IDTV, IDVD, IHT & DTH ITSELF’.

As a management trainee my work was also to note down the problems, if that dealer is
selling Videocon company product. My main work was to promote /pitch the features
& facilities provide in to the products and convince them for sale the VIDEOCON
DTH+ product.

The uphill task was to find out the potential dealers who have interest for selling the
VIDEOCON DTH+ products as well as support for increase the selling. So that
company assume them for selling the DTH or as a future prospect for selling the DTH.

The company Videocon DTH+ is doing aggressive marketing research /analysis at the
launch timing so that they can get good response and business because more market
analysis give more accurate and quantitative result by which company take effective
decision for making the profitable business with satisfied customer.

The most interesting part in any summer internship, for a learner is, the application of
concepts, he has learned. Apart from being an interesting things, it is also the key
phenomena around which summer internship resolves. It also gives, a taste of pressure
,the marketing manager has due to limitation of resources, especially financial in
nature .The only things which market research does not give an in-depth knowledge
about is Sales. Although selling skill is considered to be one of the prerequisite of a
marketing professional. Market Research does not give the taste of a hand core sales
job. Thus it can be very well said that, Market Research could be very good topic for
Summer Internship of a student.

In order to get the best of both, I decided to do project (Pan Pune) on Market Research
in Videocon DTH+ company.

6
S.No. Topic Page no.

1. Introduction- 8-17

-Company Vision Mission

-Company Profile

-Business Profile

-Department Hierarchy

2. About BBC 18

About DTH 19

3. DTH Industry Profile 20-23

4. About Videocon DTH 24-26

5. Project Objective & Scope- 27-28

-Primary Objective

-Secondary Objective

6. Research Methodology 29-30

7. Observations & findings- 31-55

-Sales of TV,DVD,HT,DTH

(table & graphic representation)

-Competitor Packages & tariff Analysis

8. Limitations 56

9. Conclusions 57

10. Suggestions 59

11 Bibliography 61

7
 INTRODUCTION
COMPANY PROFILE:

VIDEOCON INDUSTRIES

Type Private Conglomerate

Genre Conglomerate

Founded 1979

Founder(s) Mr. Nandlal Madhavlal Dhoot

Headquarters Aurangabad , Maharashtra , India

Area served Consumer Electronics

Home Appliances
Components
Office Automation
Internet
Petroleum
Power
Dth

Industry Consumer Durables, Oil and Gas etc.

Revenue ▲ U$4.1 billion

Net income ▲ U$276 million

Owner Mr. Venugopal Dhoot (Ceo&MD)

Website http://www.videoconworld.com

8
 COMPNY’S VISION & MISSION

VISION:
• Videocon is committed to bring happiness in every home around the world by offering
high quality products that ease and enrich human life.

• To be a USD 15Bn Group by 2013

• Road Map:
o By Diversifying into New Areas such as
 SEZ’s
 Solar power
 Real Estate
 Telecom & Mobile Services
 Retail
 IT Services
 Semi-Conductors
 Hospitality
 Flat Panel Displays (LCD, PDP, PND etc.)

MISSION:
• A Reflection of Continuity & Change.
• To Delight and Deliver beyond Expectation through:
– Ingenious Strategy.
– Intrepid Entrepreneurship.
– Improved Technology.
– Innovative Products.
– Insightful Marketing.
– Inspired Thinking About the Future.

VISION & MISSION:

• To be the most preferred “at home” entertainment service by :
– Offering a better customer experience in installation & customer care.
– Offering better customer premise equipment.
– Better packaged & delivered content.

9
LOGO LOGIC:
• The two ‘E’s on either side represent the Group’s Wide Spectrum of interests ranging
from ‘Electronics to Energy’.
• It reiterates the Ethos of a Company Dedicated to Maintaining the Highest International
Standards of Excellence through Quality, Technology and Innovation.
• It asserts its Passion for Global Impact
• The Steely glint, Communicates the Group's Global Ambition, its Strength, Sterling
Credentials and Innovative Drive
• The Logo recapitulates Our Principle of Reaching Out and Touching the Lives of
Millions of People, Worldwide.

10
HISTORY:
Videocon is an industrial conglomerate with interest all over the world and based in
India. The group has 17 manufacturing sites in India and pants in Chnina, Poland, Itly &
Maxico.

It is an Indian multinational with interests in consumer electronics, home appliances,

colour picture tube glass, and oil & gas.
Actualy Videocon began its tryst with destiny in 1979 from a conference room-sized
assembly line. But, it was founded in 1987 by Late Nandlal Madhavlal Dhoot. He
completed his education in Ahmednagar and Pune. He was a successful sugarcane and
cotton cultivator. As a next logical step to vertical integration, He boldly took upon an
entrepreneurial venture by importing machinery from Europe to set up the
Gangapur,Sakhar,karkhana (sugar mill) in 1955.those were days when the village did
not even have electricity. He thus unleashed a mini industrial revolution.
At that time it used to manufacture TV and washing machine. In 1989-90, Videocon
started manufacturing home entertainment systems, electric motors & ac. Videocon
entered refrigerators and coolers segment in 1991. In 1995, Videocon started
manufacturing glass shells for crt and in 1996 it ventured into kitchen appliances and
crude oil segment. In 1998, Videocon started manufacturing compressors & compressor
motors. In the year 2000, Videocon tookover Philips color TV plant. In 2005, Videocon
tookover 3 plants of electrolux India and acquired.

Currently, it start to manufature rotary compressor-based air conditioner, which new

technology in Indiaunder Videocon logo. Videocon is all set to enter the dth, hospitality,
telecom, SEZs and real estate industries.
Videocon has launched green-field power generation projects which will collectively
produce 15,000 mw of electricity. Planet m is owned by Videocon through its retail
arm, next.

11
 1987 HOME ENTERTAINMENT SYSTEM,
Color & BW TV WASHING MACHINE
ELECTRONIC MOTER , AIR CONDITION

1989-1990

1991 REFRIGERATORS,COOLER.

GLASS SHELLS FOR CRT.

1995

KITCHEN APPLIANCES, CRUDE OIL.

1996

COMRESSER
ELECTROLUX, COMPRESSER
INDIA 3-PLANTMOTERS.
TAKEOVER, THOMSON
1998
CPT ACQUISITION.

1998
PHILIPS COLOUR TV PLANT TAKE OVER.
2000 COMRESSER , COMPRESSER MOTERS.

2000
2005
PHILIPS COLOUR TV PLANT TAKE OVER.

2005
DTH SERVISE, POWER GENERATION PROJECT,
2008-2009
HOSPITALITY, TELECOM, SEZ, REAL STAT SECTOR.
ELECTROLUX INDIA 3-PLANT TAKEOVER, THOMSON
CPT ACQUISITION.

12
BUSINESS PROFILE :

A) CONSUMER ELECTRONICS & HOME APPLIANCES:

Videocon enjoys leadership position in consumer products like Colour Televisions,
Washing Machines, Air Conditioners, Refrigerators, Microwave ovens and numerous
other home appliances. Videocon's refrigerator manufacturing enjoys synergy with its
inhouse compressor manufacturing technology in Bangalore.

Consumer electronics (CE) goods include FPDs with plasma and LCD screens, flat,
slim and conventional CTVs, DVD players and multimedia speakers. The company’s
products have prominent distinguishing marks such as a 10,000: 1 super contrast ratio,
1000W peak music power output (PMPO) sound and 80GB in-built hard disks in the
LCD segment. The flat CTVs have unique features like twin bazoomba woofers with
sound output up to 2500W PMPO, SVMC technology, DDPI technology and seven-
band graphic equalizers. The DVD players have technologically advanced features like
progressive scan, MPEG4 compatibility, USB Port, Dolby Digital AC-3 and 5.1
channel output. Multimedia speakers are available with sound output up to 4000W
PMPO, individual channel volume control and 5.1 channel amplifiers. In the home
appliances category Videocon offers side-by-side, frost-free and direct cool refrigerators
with germ-free technology powered by energy efficient compressors. The company’s
fully- and semi-automatic washing machines sell as topand front loading models.
Promoted under the Konserv sub-brand this range has key unique selling propositions
like digital Sensi Logic, germfree, rust-free and multiple water selection levels. The
semi-automatic range features triway-turbowash, multi-pulsator and pulgitator
technologies. Videocon microwave ovens are equipped with insta-menu drives, multiple
power levels, Xpress cooking and active defrost devices. Airconditioners include the
entire range between 0.8 TR and 2 TR capacities in window and split models. The
cassette and tower AC segment delivers products between 2 TR and 4 TR.

B). DISPLAY INDUSTRY AND ITS COMPONENTS:

After the acquisition of Thomson in 2005, Videocon has emerged as one of the largest
Colour Picture tube manufacturers in the world. It has plants in Mexico, Italy, Poland
and China and manufactures a range of high-tech products such as slim CPT, extra slim
CPT and High Definition 16:9 format CPT.

13
C).COLOUR PICTURE TUBE GLASS:
Videocon is one of the largest CPT Glass manufacturers in the world. It has plants in
Poland and India. Videocon's CPT Glass manufacturing complements its Colour Picture
tube manufacturing business.

D).OIL AND GAS:

Videocon Group has interests in oil & gas exploration, prospecting and intends to get
into gas distribution. It produces 7% of all oil in the private sector in India. Videocon's
Ravva oil field has one of the lowest operating costs in the world and it produces 50,000
barrels of oil per day. India’s largest crude oil extraction venture in the private sector.
With one of the lowest operating costs in the world and proven reserves of over 250
million barrels under its control, Videocon has ambitious global plans for expansion in
the energy vertical Videocon is also actively looking for exploration and production
opportunities in countries like Oman, Australia and the Timor Sea near Indonesia.

NEW FUNCTIONAL AREA:

• DTH service.

• Power Generation Project.

• Hospitality.

• SEZ.

• Real Estate.

14
PRODUCT PORTFOLIO:

15
MAJOR ACHIEVEMENTS OF VIDEOCON INDUSTRIES LTD:

• The largest panel production facility in the world under one roof providing very
high economies of scale.
• One of the world's largest and most respected CRT glass manufacturers.
• Firing the largest furnace of its kind in the world with a tank size of 3300 sq ft.
• One of the few companies in the world to convert sand to TV.
• One of the largest and most acknowledged CPT manufacturer in the world.
• Manufactured India's first rust-free Washing Machine.

NEWLY ACHIEVEMENTS :

The Group today is a Rs. 16,000 crore (US$ 4billion) international

conglomerate continuing to expand its global footprint. Recognition for this
brand has come in liberal doses. Videocon was accorded the status of India’s
Most Trusted Brand in Consumer Durables by Brand Equity in 2005 and 2007.
A separate study conducted by ACNielsen across the country stands testimony
to the organisation’s commitment to provide quality products and services to
discerning consumers, while another independent study carried out by CNBC
and ORG-MARG awarded the status of the Best Washing Machine brand to
Videocon. Videocon is the first company in India to implement my SAP ERP
version 2004 in record time and is a ramp-up partner to SAP AG Germany. The
company also bagged the SAP ACE Award, twice in a row, for Best Consumer
Sector Implementation and Excellence in Implementation of SAP Modules.

16
DEPARTMENT HIERARCHY:

17
 A VIDEOCON ENTERPRISE GROUP

BHARAT BUSINESS CHANNEL

LIMITED

DIRECT HAI
CORRECT HAI

18
ABOUT BBC:

BBCL is a new and separate company that has been floated for this purpose by the
Videocon promoters. D2H+ is the brand name under which the service will be offered.
We have already budgeted an investment of Rs 10 billion in this venture over the next
two years.

DTH in India, with players like Dish TV, Tata Sky, Reliance ADAG and Bharti, will be
a low ARPU (average revenue per user), high volume game

It established for expand the DTH market and distribution network which will provide
the pipeline for mop up to one million subscribers in the first year.

It also launching Mobile Handsets in India under the banner of BBCL (Bharat
Business Channel Limited) with brand name of Videocon with DTH service. DTH
stands for Direct To Home which is a direct mode of transmission between
“Broadcaster” and “Subscriber” through satellite.

19
DTH :

DTH stand for direct-to-home television. DTH is defined as the reception of satellite
programmes with a personal dish in an individual home. DTH does away with the need
for the local cable operators can receive satellite programmes and they then distribute
them

HOW DOES IT WORKS :

A DTH network consists of a broadcasting centre, satellites, encoders, multiplexers,

modulators and DTH receivers.

A DTH service provider has to lease ku-band transponders from the satellite. The
encoder converts the audio, video and data signals. At the user end, there will be a small
dish.

20
ABOUT DTH INDUSTRY:
In earlier days there was only one TV channel in India the “Doordarshan” channel
Doordarshon was owned and operate by government of India. In those era every home
which had a Tv set used to have its own antenna to capture the signals. The cable
television ordinance law was passed in January 1995. This enabled cable operators to
feed channels and later on private companies were allowed to air their own channels
and this led to the explosive growth in number of tv channels and number of cable
operators. The growth of Tv channels & cable operators created a big industry and
market opportunities.

Until few years back there were as many as 1.0 Lakh cable operators across India.
however the services provided by cable operators were poor. The strikes, increase in
tariff plan, selective broadcast and poor services were major cause of dissatisfaction
among the the customers. This has created an opportunity for DTH, which serves an
immediate threat to the high-end cable networks.

There is an immense opportunity for DTH in India an market. The opportunity in India
almost 11 times that in developed countries like the US an Europe. For every channel
there is a scope for broadcasting it in at least ten different languages. So every channel
multiplied by ten, that is the kind of scope for DTH in the country.

CURRENT PLAYERS:
The current players in DTH industry are –
1. DD-direct + of Prasar Bharti, comprising of 33 fta channels and 12 all India
Radio channels.

2. Dish TV of zee group.

3. Tata Sky- the joint venture between Tata and Rupert Murdoch’s sky TV.

A recently survey done using the Television Audience Measurement (TAM) puts DD-
Direct+ with 3.5 million homes and Tata sky capturing 1.0 million homes.

The following companies have either the liecence/latter of intent or applied for the
license to operate DTH services-

1. Sun direct of sun network.

2. Reliance blue magic from Reliance ADAG.

21
 3. Bharti Telemedia.

STRUCTURE OF INDIAN DTH MARKET:

The structure of the DTH industry in India can be categorized as an “oligopoly”. The
word oligopoly is derived from the Greek for new sell. An oligopoly is a market from in
which a market or industry is dominated by small number of sellers. An OLIGOPOLY
is a market dominated by a few large suppliers. The degree of market concentration is
very high. Firms within an oligopoly produce branded product and there are also
barriers to entry.

The key characteristics of oligopoly market are following-

• Few larger supplier dominates the market.

• Independence between firms.

• Each firm produces branded products.

• Significance entry barriers into the market in the long run which
allows firms to make supernormal profites.

• Each industry oligopolist is aware of the actions of the others

ADVANTAGE FOR VIDEOCON:

• Access to 85% of 40,000 retail points in CE space (Note: 80% of DTH has been
sold through this channel).
• Access to the Next & Planet M network (will pro actively ensure proper display
and communication as desired by our DTH service in the market).
• Widest After Sales Service network in the CE space, 5 million consumer
contacts every year.
• Best positioned to leverage rapidly growing LCD TV sales.
• Strong relations with content companies as group spends 40 Million USD on.
media add spend and amongst top advertisers in the country every year.
• Only CE player in DTH space-
– Leverage ecosystem.
– Unique insight into how consumers use CE products.
– Over 30 million products sold in the last five years.
• Experience zone in all Next, Planet M and other key retailers.
• IDTV (TV bundled with DTH hardware)
– No Xtra Cost.
– Unified remote.

22
 – Better form factor and simple product to understand especially for the
larger part of the market.

SCOPE:

1. In term of purchasing power parity (ppp), India is the 4th largest economy
in the world and overtake Japan in the near future become the 3rd largest.

2. India’s consumer durable market is expected to reach $400-$500 billion

by on 2010.

3. India has the youngest population amongst the major countries. There are
lot of people in the different income categories nearly the two third
population is bellow the age of 35 and nearly 55% is bellow 25 years.

4. There are 60 million people in middle class, who are earning us $ 4,400-
$21,800 a year. And there are 6 million rich house hold in India.

5. the upper-middle and high –income household in urban areas are

expected to grew to 40.2 million in 2008 as against 14.6 million in 2000.

OPPORTUNITY:

1. In India the penetration level of white goods is lower as compared to

other developing countries

2. Unexploited rural market.

3. Rapid urbanization.

4. Increase in income level, i.e. increase in purchasing power of consumers.

5. Easy availability of finance.

Threats:

1. Higher import duties on raw materials.

2. Cheap imports from Singapore, China and other Asian countries.

23
ABOUT VIDEOCON DTH:

Videocon started its journey twenty five years back with determination, sheer grit and
passion; they have traversed through various market conditions and have established an
Indian multinational with an asset base of five billion USD. They are, today a world
class leader in Consumer Electronics and Home Appliances. Their other enterprises
include Oil and Gas which is part of VIL, Power and Solar Energy, Telecom,
Hospitality, Infrastructure Development, Retail and now Direct –To- Home. Bharat
Business Channel, a Videocon group enterprise is offering DTH services under brand
name Videocon d2h. Videocon is coming with their Direct to Home venture D2H with
tag line of “Direct hai Correct Hai”. The slogan is quite meaningful at the first look as
due to the features and a convenient price, it may soon gain a lot of popularity.

Direct To Home industry is showing good growth in last few months and two new
records set by Dishtv added 4, 31,253 new customers in Oct’ 08 and newly launched
Reliance BIG TV added 5, 00,000 in first 50 days of operation and industry experts now
waiting results of Bharti Airtel’s Direct To Home venture Digital TV and upcoming
service provider Videocon who is coming with D2H.

Videocon d2h brings you India’s 1st real satellite television, via state of art satellites,
which means you no longer have to tolerate all the hassles associated with Cable TV.
No more frustrating disconnections right in the middle of an intense game. And whether
anyone watching a Hollywood thriller or a desi block buster, Videocon d2h results in a”
The End” to all the unnecessary interruptions. Their interactive Direct to Home Services
will be available through Satellite LCD, Satellite TV, Satellite DVD as well as a Set
Top Box (STB).

Videocon is about to give some serious competition to the existing DTH providers in
terms of price as they are planning to give away their Set Top Boxes in less than a
thousand bucks making it the cheapest rate so far for any brand. The reason behind this
could be that Videocon is perhaps getting their STBs manufactured in the country itself
rather than importing them. Also Videocon will be competing with DishTV, Tata sky,
Sun Direct, DD Direct, BigTV, Airtel Digital TV.

Videocon d2h will provide unique active services, multi lingual user interface, more
movies on demand channels, radio channels, cross genre tickers and many more value
added services. Along with that Videocon's D2H is supposed to give more than 240 plus
channels and a number of radio channels also. They are also even planning to provide
internet subscription to the subscribers through it.

24
Videocon Industries Ltd is targeting 1.5 million subscribers for its direct-to-home
(DTH) service, riding on its large meshwork of consumer contrivance dealers, its top
authorized said.Videocon officials said the consort is targeting consumers who purchase
the TV with a design rated DTH STB. To be called D2H+, the new assist promises a
new-age satellite TV platform that module attain use of subverter technology.

With over 1,050 distributors and 75,000 retailers, Videocon is ensuring a strong sales
network and has been recruiting sales and assist body through its media arm, Bharat
Business Channel. Company officials said that the technology for STBs has been
imported from peninsula or China and later collective at the company's Aurangabad
plant. Gradually, D2H+ will also be manufactured from other plants of Videocon.

The group, made an announcement of Rs 1,000 crore for the DTH venture earlier, made
a soft launch of its Videocon D2H' services in Macau in front of its 2,500 dealers, who
where specially flown in there.

WHAT D2H+ LOGO SYMBOLIZE:

 The logo d2h+ denotes that we are committed to provide Direct TO Home
services with few add ons.
 The smiley represents 100% fun for the entire family.
 The bubble in the logo represents energy and a state of unending flux. In the
other words, a brand that constantly active and ahead of its time.
 The additional bubble with the “+” sign suggests that the brand will always have
something more to offer than the competitors in the market.

25
PRODUCTS OF VIDEOCON D2H:
SATELLITE TV:

SATELLITE DVD:

26
OBJECTIVE OF PROJECT :

PRIMARY OBJECTIVE:

 Collect as much as possible information about DTH market and collect the for

Analysis. And find out the potential sale of following product-

- CTV (color TV & LCD).

- DVD player.

- Home Theatre.

- STB.

SECONDARY OBJECTIVE

27
  Optimum use of that opportunity. Know how market working and what strategy

adopted before lunching new product in market.

 To obtain company related inform from internet, magazines, TV. and

newspapers.

 To analyze all the data and provide learning’s, conclusions and

recommendation.

AREA SPECIFIC – BUDHWAR PETH

TIME DURATIONS - 2 MONTHS

MY JOB INCLUDE WHILE VISITING THE SHOPS:

1. Calculate the display share of the Videocon product in every shop which comes
under the Pune region where I did survey.

2. Collect the data of actual monthly sale of the Videocon product in every shop.

3. Find out the problems that dealers are facing while selling the Videocon product.

4. Find out the costumer response for the Videocon product by asking the owner of
the shop.

5. Find out the distributor name from whom they purchasing their product and also
weather they have direct dealership and which brand.

6. Check that demo calls are attended or not.

28
SCOPE OF PROJECT:
This project gives me great exposure to the consumer durable market because it
includes product knowledge and the filed job in which I have visited the store comes
under the region of Pune. This project helps me to know the market practically. My job
was during this project to the market share and also the display share of Vediocon
product in the store. Vediocon always insist the 55% display share of Videocon product
because of availability of product.

RESEARCH METHODOLOGY

1. PRIMARY RESEARCH:

A Primary Research was conducted:

• Different groups were made.

• All the different groups were given different areas.
• Everyone did surveys at their given assigned areas.
• Firstly we surveyed at retail shops and gathered information regarding all the
different DTH services.
• Then we went to different societies and asked people about their favorite
channels, programs and charges.
• The questionnaire was prepared for the companies and following areas covered

2. SECONDARY RESEARCH:

29
 • Data was collected from websites and catalogues to understand the product
of the different players.

• Sources used for secondery data collection are company web site , DTH web
site etc.

3. DATA COLLECTION:
• We were given forms having different questions.
• We asked these questions and came to know about people’s different choices of
DTH, it’s channels, charges and services.
20% people were interested in Videocon DTH and rest 80% people were happy
& satisfied.

4. ANALYSIS OF DATA:
• Which service has more market share – DTH or cable?
• What are the facilities provided by the cable operators and the present DTH
service providers?
• Which are the 3 favorite channels commonly seen in every family?
• At last but not the least to know who the real are and the biggest competitors of
Videocon D2H+ in specific areas?
• What is the minimum rental, which customer has to pay to enjoy the service to
cable operators & to present D2H service providers also?
• What are the addresses and contact numbers and whether they are using DTH
services or cable?
• As the market is rigid so customers are not ready to easily adopt the DTH
service, as most of them are satisfied with the service provided by cable
operators.
• What actually they want from DTH services i.e. maintenance and fast services in
which DISH TV is lacking and TATA SKY is leading?

30
 OBSERVATONS AND FINDNG

SPECIFIC AREA:-BUDHWAR PETH

TOTAL SALES TV BRAND WISE:

LG SAMSUNG SONY VIDEOCON SANSUI OTHERS TOTAL

237 265 15 478 136 264 1395

31
TOTAL SALES OF LCD BRAND WISE:

LG SAMSUNG SONY VIDEOCON SANSUI OTHERS TOTAL

20 43 17 63 12 0 1259

32
DVD SALES BRAND WISE:

LG SAMSUNG SONY VEDICON SANSUI OTHERS TOTAL

45 50 5 235 95 495 925

33
TOTAL SALES OF DVD IN PETH AREA BRAND WISE:

BRAND TOTAL
LG 517
SAMSUNG 635
SONY 77
VIDEOCON 751
SANSUI 234
OTHERS 1790
TOTAL 4006

34
TOTAL SALES OF HOME THEATRE BRAND WISE:

LG SAMSUNG SONY VIDEOCON SANSUI OTHERS TOTAL

64 68 20 108 70 185 516

35
SALES OF DTH BRAD WISE:

DISH TV TATA AIRTEL SUNDIREC RELIANCE FREETO TOTAL

SKY T AIR
35 406 35 23 31 88 937

36
TOTAL SALES OF DTH IN PETH AREA:

DISH TV TATA AIRTEL SUN RELIANCE FTA TOTAL

SKY DIRECT
996 1400 284 214 576 157 3627

37
CONSUMER SURVEY ANALYSIS FOR BRAND USING :

CATEGORY LG SAMSUNG SONY VIDEOCON SASUI OTHERS USER

HT 4 3 2 9 5 12 35
TV 10 3 5 15 7 15 55
LCD 4 3 1 5 2 0 15
DVD 5 2 2 15 6 20 50
TOTAL 23 11 10 44 20 47 155

38
CONSUMER SURVEY REPORT FOR DVD:

39
 CATEGORY QUANTITY

CABLE 6

DTH 2

NO CABLE 2
NO DTH
TOTAL 10

BRAND QUANTITY

DISH TV 1

TATASKY 1

TOTAL SALES OF DTH IN PETH AREA:

40
A.

CATEGORY QUANTITY
CABLE 80
DTH 55
NO CABLE NO DTH 15
TOTAL 150

B.

41
BRAND QUANTITY
TATA SKY 27
DISH TV 12
AIRTEL 14
BIG TV 1
FTA 2

REASONS FOR OPTING CABLE CABLE SERVICES:

Reasons from customer No.

42
Not interested in DTH 7
Satisfy with cable 10

Using cable from before 12

Response from TATA SKY 6
No more use 13
Cable vender is relative 6
No use 15

More channel 3
Not interested due children 20
Easily availability 16
Uncertain problem in DTH 15
Less rate of cable 9

High rate of cable 25

Signal problem in DTH 10

43
REASONS FOR OPTING DTH SERVICES:

44
Reasons from customers No.
Clarity 14
Digital signal 8
Personnel connection 17
More Facilities 20
Digital sound 5
Program on demand 30
Student perspective 12
More families 10
No light problem from center 25

45
REASONS FOR OPTING VIDEOCON DTH SERVICE :
46
• Manufactured in Videocon factories.

• Videocon d2h Satellite Telivision.

• MPEG4 and DVD-S2.

• Single Rmote.

• Multi lingual User Interface (EPG).

• Active Services.

• Movie on demand.

• Mosaic.

• Customizable Info Bar.

• Preview Screen.

• Favorites.

• Radio Facility.

• Channel Lock.

• Parental Control.

• Reminder.

• Exciting offers & strong regional content.

• Channel hide.

• Context Sensitive help.

• Weather watch.

• Easy Recharge.

47
 • Genre Jump.

• Own Service Centers

COMPETITORPACKS ANALYSIS:

A. TATA SKY:

1- ANNUAL MEGA PACK:

• RS 5000 PER ANNUAL.

• 152 CHANNEL + SHOW CASE MOVIES.

-ANNUAL MEGA PACK INCLUDE-

- SOUTH JUMBO PACK+.

- EDUCATION GOLD PACK+.

- LIFE STYLE GOLD PACK+.

- SPORT PLATINUM PACK+.

-SPORT GOLD PACK+.

- 12 SHOW CASE MOVIES.

2-TATA CHANNEL PACKEGES:

48
PACKEGES CHANNELES PRICES(Rs)
TATA SKY SUPER PACK 55 CHANNEL 125/MONTHS
TATA SKY SOUTH STARTER 72 CHANNEL 125/MONTHS
PACK
TATA SKY FAMILLY PACK 94 CHANNEL 215/MONTHS
TATA SKY SUPER SEVER PACK 117CHANNEL+6 274/MONTHS
SERVICE
CHANNEL
TATA SKY SOUTH VALUE PACK 106 CHANNEL 260/MONTHS
TATA SKY SOUTH JAMBO PACK 130 CHANNEL 310/MONTHS

3-TATA SKY ADD-ON PACKEGE/TATASKY TOP-UP:

PACKEGES CHANNELES PRICES(Rs)

EDUCATION GOLD PACK 4-CHNNELS Rs 30 /MONTHS or
Rs 300/MONTHS
LIFE STYLE GOLD PACK 14-CHNNELS Rs 45 /MONTHS or
Rs 450/MONTHS
SPORT GOLD PACK 2-CHANELS Rs 40 /MONTHS
SUPORTs PLATINUM PACK 3-CHANNELS Rs 65/MONTHS
ESPN & STAR SPORT PACK 2-CHANNELS Rs 40/MONTHS
SPORT BONANGA 6-CHANNELS Rs 1350/ANNUM

B. AIRTEL:

1. TOPUP:

TOP UP CHANNELS PRICE (Rs)

SOUTH PLUS 31 Rs. 70/-
HINDI PLUS 6 Rs. 45/-

49
MUSIC 3 Rs. 25/-
ZEE SPORT 1 Rs. 15/-
ZEE MARATHI 1 Rs. 10/-
ZEE TALKIES 1 Rs. 10/-
ZEE GUJRATI 1 Rs.10/-
ESPN PLUS 4 Rs. 45/-
NEO PLUS 3 Rs. 30/-
TEN SPORTS 1 Rs. 15/-
SPORTS TREAT 8 Rs. 99/-
HINDI NEWS 3 Rs. 15/-
COLOURS 1 Rs. 20/-
KIDS PLUS 2 Rs. 20/-
LIFE STYLE PLUS 3 Rs. 20/-
ENGLISH NEWS 5 Rs. 35/-
CINE PLUS 4 Rs.35/-

2. AIRTEL PACKEGES:

PACKAGES CHANNELS PRICE (Rs)

SUPER VALUE PACK 81+1 REGIONAL Rs. 99/-
CHANNEL
Ultra VALUE PACK SUPER VALUE PACK+2 Rs. 185/-
CHANNELS
MEGA PACK Ultra VALUE PACK+13 Rs. 235/-
CHANNELS
MEGA PLUS MEGA PACK+12 Rs. 325/-
CHANNELS

50
2. SPECIAL TERIFF OFFER:

OFFER ONETIME COST

3-MONTHS SUPER VALUE PACK+FREE Rs.1750
INSTALLATION
2-MONTHSMEGAPACK+ESPN+FREE Rs.2000
INSTALLATION.
3-MONTHS ULTRA PACK+FREE Rs.2500
INSTALLATION
12-MONTHS SUPER VALUE PACK+FREE Rs.2600
INSTALLATION
6-MONTHS ULTRA PACK+FREE Rs.3500
INSTALLATION

C: DISH TV:

1. SET OF BOX:

• INSTALLATION CHARGE-Rs 200/-

• COMBO PACK-

SET OF BOX +3-MONTHS PLATINUM PACK

Rs 2090/-

1. OLD PACKEGES:

PAKEGE CHANNELS PRICE(Rs)

FREEDOM PACK 98 CHANNELS Rs 150/-
FREEDOM PLUS 103 CHANNELS Rs. 200/-
PACK

51
WELCOME PACK 128 CHANNELS Rs. 300/-
MAXI PACK 157CHANNELS Rs. 350/-

2. NEW PACKEGE:

PACK CHANNELS PRICE

(Rs/MONTHS)
SILVER PACK 135-CHANNELS Rs. 113/- + TAX
GOLD PACK 155-CHANNELS Rs.190/- + TAX
PLATINUM PACK 185-CHANNELS Rs. 283/- + TAX
TITANIUM PACK 188-CHANNELS Rs. 361/- + TAX

D. BIG TV:

1. BIG TV STARTER PACK:

STARTE PACK CHANNELS PRICE (Rs)

BIG TV STARTER 1 56 CHANNELS Rs. 100
BIG TV STARTER 2 73 CHANNELS Rs. 150
BIG TV STARTER 3 88 CHANNELS Rs. 175
BIGTV SOUTH 97 CHANNELS Rs. 175
STARTER

2. PACKEGES:

PACKEGE CHANNELS PRICE(Rs)

BE NGLA-ORIYA 4 Rs. 30
PLUS
GUJRATI-RAJSTHANI 3 Rs. 30
PLUS
LANNAR PLUS 2 Rs. 30
MALYALAM PLUS 2 Rs. 30
TELGU PLUS 4 Rs 30

52
MARATHI PLUS 3 Rs. 30
HINDI-PUNJABI PLUS 5 Rs. 30
TAMIL PLUS 2 Rs. 30

3. TOP-UP PACKS:

PACKEGES CHANNELS PRICE(Rs.)

NEWS PLUS 3 -CHANNELS Rs.25
ENGLISH MOVIE 3 -CHANNELS Rs.25
HINDI MOVIE PLUS 3-CHANNELS Rs.25
KID PLUS 3 -CHANNELS Rs.25
SPORT-1 PLUS 2-CHANNELS Rs.40
SPORTS-2 PLUS 2-CHANNELS Rs.40
ELITE PLUS 3 -CHANNELS Rs.25
SOUTH PLUS 15-CHANNELS Rs.50
NEWS NDTV PLUS 2-CHANNELS Rs.25
ENTERTAINMENT 4-CHANNELS Rs.40
NDTV PLUS

4. UNI PLUS:

CHANNELS PRICE(Rs)
STAR CRICKET Rs. 25
ZEE TV Rs. 25
TEN SPORTS Rs. 25
STAR CRICKET Rs. 50

53
E. VIDEOCON:

FEATURES IN DTH THAT ATTRACTS THE CUSTOMER:

54
SERVICES:

ACTIVE SERVICES :

Get a 24 X 7 darshan of various multi

religious places. It provides novel features
like maps & allows you to perform an
interactive / online aarti on auspicious
occasions.

Get your favourite recipes at the press of a

button with Active Cooking. It features easy
to cook recipes from master chefs across the
country along with handy kitchen tips.

Receive various secrets on Active Fitness &

Yoga.

Get insights on exotic travel locations &

make your travel plans with ticketing,
accommodation;

55
 LIMITATIONS

According to us there were so many limitations during project which were great hurdle
in the competition of project-

1- First limitation was that we were in first trimester so we were not

equipped properly.

2- Time limitation was also there.

3- We were not familiar to PUNE.
4- Traveling was problem and due to Common Wealth Youth Games it became
more inconvenient.
5- The people were not entertaining well.
6- Many people unknown about VIDEOCON D2H+.
7- Language was a great problem.

56
 CONCLUSION
The price war has intensified in the direct-to-home (DTH) broadcasting space as the
number of players has increased. The first DTH player in the country, Dish TV (of the
Zee group), has slashed rates to an all-time low. It will now offer a `Happy Family Pack'
at Rs 1,990. At this entry point, you get a set-top box and 12 months of viewing for 125
channels spread over several genres, including 21 audio channels,

After a year, one can renew this pack and pay a monthly rental of Rs 100, around the
same that a cable TV subscriber pays, Meanwhile, the Maxi package announced by
Dish TV a few months ago continues. For this, you pay an entry price of Rs 3,990 in a
year to get around 200 channels. There's no extra cost for the set-top box. After a year,
the monthly rental is Rs 300.

Other players are not behind in the race either. DTH services of Tata Sky (a JV between
the Tata group and Star TV) and Mr. Anil Ambani-promoted Big TV are being
advertised through mass SMSes, just the way real estate schemes and mutual funds are.

A recent SMS announced, "TataSky with 400 days of subscription at Rs 3,999. And Big
TV with six months at Rs 2,490. Installation within 48 hours."

The trend suggests that DTH is where competition is, according to a source in the
industry. There are four private players and one state-owned platform already, and at
two more are waiting to join in. Currently, Dish TV has a market share of 54%, with 3.8
million DTH subscribers, while TataSky has 2.2 million. Big TV, which launched its
DTH service recently, has not issued any subscriber numbers yet.

Sun TV also offers DTH but only in the south. Sun too has pan-India ambitions. The
other two planning to join the DTH race are Bharti and Videocon. According to a senior
official of Videocon, its launching DTH in October/November. Bharti, meanwhile, has
to get FIPB (Foreign Investment Promotion Board) approval before starting its DTH
service. It is believed that Bharti would start DTH around end of this year. Besides
these, there's Prasar Bharati's free-to-air DTH platform as well. In all, there are around 6
million DTH users in the country.

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

57
WHAT I LEARNED IN THIS PROJECT:

• This was one experience where I met people from various walks of life, the
diverse ways of thinking (about the same thing), the volatile nature, their
perception of marketers, their ways of life all came forth and at the end of
the day you feel you can understand humans better but the next day you are
back to square one starting all over again.

• There’s one aspect that comes into play when you go out in the streets that is
going on ‘cold calls’, going and meeting people without appointments,
without any know how’s. There are only two people who do it, one is the
man looking for jobs and the others marketers, and I feel we are more
despised. It requires lots of guts but has a bearing on you mettle, it develops
your soft skills and I do feel the change.

• I learned how to deal with customers on telephone, like how to start

communication, explain the business, satisfying his queries and fixing
appointments.

• Another important thing that I developed here was building a bond and
relationship with people.

• A great percentage of hesitation within me evaporated while interacting

with the senior personnel of the corporate.

• During training I learnt about the corporate meetings, seminars, training and
what material a marketing personnel should keep with him.

• Learned about the management, planning, punctuality and the benefits of

regular following of client and maintaining dairy.

• I have learned from this project what is DTH & how DTH work & how
Videocon D2T is better from other .How much facility in Videocon D2T .

58
 SUGGESTION

 There should be exchange offer .

 D2H & BIG TV provide the free news channels for the student like current
news, share market, game, and world news so mention it.
 Form an efficient research and development team in order to improve quality
and add technical features in the products.
 Create an effective advertisement with an influential punch line.
 Improve products finishing, packing and service to the customers.
 Organize contests, events, games to promote company’s brand image.
 Reduce manufacturing, sales and distribution and other indirect cost and
invest on advertisement R&D and other sales promotion tools.
 Attract customers by exchange offer, discount offer, cash back offer and face
gift offer on the festival occasions.
 Establish a cordial relationship with dealers and offer a good commission
margins for promoting our products.
 Keep a hawk eye on the competitors and act according to their sales and
marketing strategy.

59
ANNAXTURE:

KEY FINDINGS:
1. By calculating the display share we found that in most of store Videocon
product availability 50-60% (CTV,DVD &HOME THEATRE) .

2. By the actual monthly sale of particular store we came to know the capacity of
the store and how much product can they sale.

3. It help us that weather dealer is capable of being a direct dealer of Videocon or

not and it also helps to find out the new dealer who are capable of being the
dealer of Videocon.

4. We also came to know while visiting the shop that there was big problem of
after sale service.

5. Many dealers were facing the problem of after sale service because there is no
follow up calls from Videocon.

6. Demo installation process & team working properly or not.

60
BIBLIOGRAPHY:

 Through mentors.

 Through market survey.

 Through internet.

 Web sites used-

o www.d2h.co.in

o www.videocon.co.in

o Google Search

61