A PRESENTATION

Digital T.V- An innovation by Airtel

 INTRODUCTION

Bharti Airtel has launched Airtel digital TV, its direct-to-home (DTH)
service in Kolkata and in other key markets in eastern India as part of its 62 city first
phase rollout of the service.

Airtel digital TV will be available across 3,000 retail outlets, including exclusive
Airtel stores.

Source : www.businesstandard.com
 RESEARCH PROBLEM
To find out whether the new product will be successful and to find the
customers’ perception.

OBJECTIVES
To find out
 Customers’ channel preferences.
 Factors influencing the choice of the service provider.
 The key players in the DTH Service market.
 Customers’ awareness and perception regarding the new product.
SAMPLE SIZE
60 respondents

DATA COLLECTION
 Primary Data: Questionnaires
 Secondary Data: Internet

GEOGRAPHICAL
LOCATIONS
Electronics City
Madiwala
Jayanagar
Madurai.
 INITIAL OFFERS
 Entry-level packs are priced at Rs 2,499, which includes one-time
installation charge and six-month free subscription.

 Customers can also opt for top-ups that start from Rs 99 for selective
channels and go up to Rs 424 per month to avail all channels.

 Airtel’s value pack is priced at Rs 99 and will offer three regional channels
including Akash Bangla, 24 Ghanta, and NE TV.

The economy pack is priced at Rs 199 and will offer nine popular channels
from East including three channels which are offered as part of the value
pack in addition to ETV Bihar, OTV, ETV Oriya, Zee Bangla, ETV Bangla,
and Star Ananda.

 Airtel will also offer the Bengali radio channel ‘Sonar’ as part of its World
Space bouquet.
Source : www.businesstandard.com
CUSTOMERS’ CHANNEL PREFERENCES

channels

Cumulative
Frequency Percent Valid Percent Percent
Valid news,entertainment,s
22 36.7 36.7 36.7
ports
entertainment,fashio
1 1.7 1.7 38.3
n,cartoon
fashion 4 6.7 6.7 45.0
sports,news 5 8.3 8.3 53.3
devotional 1 1.7 1.7 55.0
cartoons,fashion 2 3.3 3.3 58.3
all 11 18.3 18.3 76.7
news 6 10.0 10.0 86.7
entertainment 6 10.0 10.0 96.7
entertainment,fashion 1 1.7 1.7 98.3
sports 1 1.7 1.7 100.0
Total 60 100.0 100.0
OUTPUT FROM MS-EXCEL
ATTRIBUTES
 ATTRIBUTES (IN PERCENTAGE)
attributes

Cumulative
Frequency Percent Valid Percent Percent
Valid all 3 5.0 6.3 6.3
adver,more features, cost 9 15.0 18.8 25.0
word of mouth,adver 4 6.7 8.3 33.3
brand image,cost,more
6 10.0 12.5 45.8
fea
word of mouth, brand
1 1.7 2.1 47.9
image , more features
more features 12 20.0 25.0 72.9
adver 4 6.7 8.3 81.3
cost 4 6.7 8.3 89.6
cost, word of mouth 1 1.7 2.1 91.7
brand image 1 1.7 2.1 93.8
more features, adver 1 1.7 2.1 95.8
brand image , adver 1 1.7 2.1 97.9
more features,brand
1 1.7 2.1 100.0
image, adver
Total 48 80.0 100.0
Missing System 12 20.0
Total 60 100.0
BRANDS POSSESSED BY CUSTOMERS
OUTPUT FROM MS-EXCEL
 FREQUENCY ANALYSIS I
BRANDS FREQUENCY PERCENT VALID CUMULATIVE
PERCENT PERCENT

AIRTEL 11 18.3 23.4 23.4

TATA SKY 22 36.7 46.8 70.2
BIG TV 3 5 6.4 76.6
DISH TV 10 16.7 21.3 97.9
SUN DIRECT 1 1.7 2.1 100
TOTAL 47 78.3 100

MISSING 13 21.7
TOTAL 60 100
PREFERRED BRANDS
 FREQUENCY ANALYSIS II

VALID CUMULATIVE
BRANDS FREQUENCY PERCENT PERCENT PERCENT

AIRTEL 3 5 23.1 23.1

DISH TV 1 1.7 7.7 30.8

TATA SKY 8 13.3 61.5 92.3

SUN DIRECT 1 1.7 7.7 100

TOTAL 13 21.7 100

MISSING 47 78.3

TOTAL 60 100
AWARENESS
CUSTOMERS’ PERCEPTION

Cumulat
Frequ Valid ive
ency Percent Percent Percent
Valid can be
6 10.0 14.0 14.0
better
good 29 48.3 67.4 81.4
best 8 13.3 18.6 100.0
Total 43 71.7 100.0
Missing System 17 28.3
Total 60 100.0
CUSTOMERS’ WILLINGNESS

willingness

Cumulative
Frequency Percent Valid Percent Percent
Valid yes 18 30.0 35.3 35.3
no 33 55.0 64.7 100.0
Total 51 85.0 100.0
Missing System 9 15.0
Total 60 100.0
 DRAWBACKS : DVR TECHNOLOGY

DVR allows viewers to record programmes in one channel while watching

another and play according to convenience

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