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SUMMER TRAINING TRAI NING REPORT R EPORT SUBMITTED TOW TOWA ARDS THE PARTIAL PARTIAL FULFILLMENT OF POST GRADUATE DEGREE IN MANAGEMENT
A PROJECT REPORT ON
STUDY & ANALYZE CONSUMER BUYING BEHAVIOUR IN FAST MOVING DTH ENVIRONMENT
SUBMITTED BY: CHIRAG KHURANA MBA- (202-20!" E#$%'#) N%* : A+00,20,2 A+00,20, 2
INDUSTRY GUIDE MR *GAUTAM SINHA ASST* MANAGER
FACULTY GUIDE MS* PREETI BAJAJ ASST*PROFFESSOR
AMITY GLOBAL BUSINESS SCHOOL NOIDA
AMITY UNIVERSITY . UTTAR PRADESH
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CERTIFICATE CERTIFICATE OF ORIGIN ORI GIN This is to certify that M$* C/$1 K/3$1#1, a student of Post Graduate Degree in M1$4)# 1#5 IT, from A')6 G%71 B38#88 S9/%% N%51 has wored in
the MARKETING DEPARTMENT, under the a!"e guidance and su#er$ision of M$* G13)1' K3'1$ S#/1, designation A888)1#) M1#1$ (S18", %om#any D8/ TV I#51 L)5& The #eriod for which he was on training was for wees,
starting from 8) JUNE 20+ )% + 8) JULY 20+& This Summer Internshi# re#ort has the re'uisite standard for the #artia" fu"fi""ment the Post Graduate Degree in M1$4)# 1#5 IT D$& To the !est of our now"edge no #art of this re#ort has
!een re#roduced from any other other re#ort and the contents contents are !ased on origina" research&
S#1)3$ (F193)6 G35"
S#1)3$ (S)35#)"
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ACKNOWLEDGEMENT
I e)#ress my sincere gratitude gr atitude to my industry guide M$* G13)1' K3'1$ S#/1 A888)1#) M1#1$ . S18, D8/ TV I#51 L')5, for his a!"e guidance, continuous su##ort and coo#eration throughout my #ro*ect, without which the #resent wor wou"d not not ha$e !een #ossi!"e& #ossi!"e& I wou"d a"so "ie to than than the entire team of D8/ TV I#51 L')5 for the constant su##ort and he"# in the successfu" com#"etion of my #ro*ect& A"so, I am thanfu" to my facu"ty guide A88)* P$%; PREETI BAJAJ D$9)%$ A* S* B1/1 1#5 D1# A<1$1=)1 D18 G3<)1 of my institute, for their continued guidance and in $a"ua!"e encouragement&
S#1)3$ (S)35#)"
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DECLRATION
I %hirag hurana R% N%* . A+00,20,2, student of MBA 1) A')6 G%71 B38#88 S9/%% (A')6 U#>$8)6" N%51 , here!y dec"are that the #ro*ect re#ort on - Study and Ana"y.e the consumer !uying !eha$ior in fast mo$ing DTH en$ironmen en$ironmentt at D8/ TV I#51 P>) L)5* - is an origina" and authenticated wor done !y me& I further dec"ared that it has not !een su!mitted e"sewhere !y any other #erson any of the Institute for the award of any degree/di#"oma&
CHIRAG KHURANA
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E?ECUTIVE SUMMARY The de$e"o#ment of the Direct to home sector has e)#erienced a ma*or #rocess of transformation in terms of its growth, techno"ogica" content and maret structure in the "ast decade& Any com#any which is successfu" is !ecause of their reach among customers which is #ossi!"e through the effecti$e too"s through which a com#any communicates and attracts its customer& Dish TV is most famous !rand and ha$e a so#histicated #"ace and maret "eader #osition in the mind of customer& This is due to its strong !rand image& During the training #eriod fo""owing three tass were gi$en to me2 1& DSA A##ointment& (& %or#orate #ermission& +& 3oring in ana"og area& 4or each tas s#ecified time #eriod was gi$en and an a$erage time was + to 0 wees& DSA A<<%#)'#):-
In this tas a DSA i&e& Direct Se""ing Associate is a##ointed& The main #ur#ose of DSA is that He/She direct"y se""s the #roduct of the com#any to the customers& 4or a##ointing DSA fo""owing #rocedure was fo""owed 4irst"y maret of De"hi and N%5 was scanned an d than an a##ro#riate DSA, who is interested in dea"ing of D(H ser$ices in maret is se"ected& Then I arrange a meeting with my senior 6r& Gautam Sinha& He e)#"ained $arious re'uirements of DSA, $arious #"ans that generate #rofit to !oth the com#any and DSA& Various methods that was a##"ied to a##roach DSA 1& Scanning the maret& (& Posted Adds on $arious we!sites& +& Te"e %a""ing&
C%$<%$1) P$'88%#:In this tas I a##roach to $arious com#anies for insta""ing cano#y for the #romotion of Dish TV& In this #rocess I tae #ermission from the manager of the com#any for a""owing to insta"" the cano#y in their com#any #remises& 4or the ad$ertisement I first"y scan the maret and find out which are the industries where there is more footfa""& So I a##roach that com#anies more and try to con$ince the manager so that they gi$e the #ermission for insta""ing the cano#y&
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4o""owing are the com#anies that was targeted 1& H%L (& Aegis +& Logi)#ar 0& De"" and many more88&& W%$4# # A#1% 1$1:In this tas I a##roach to $arious areas in De"hi, Noida region& The main #ur#ose of this tas is to con$ince $arious customers for switching to Dish TV from %a!"e ser$ices& The most im#ortant method used for this tas was Door to Door method&
4or conducting a"" these tas, I a##roached different methods which are Door to Door& Scanning the maret Te"e %a""ing& S6S& 6ai"s& %or#orate 6areting Acti$ities& Adds on $arious we!sites such as 9uier&
The attem#t !ehind this #ro*ect was to find o ut the effecti$eness of DISH TV as a !rand o$er the retai" out"ets and its com#etitor #osition o$er these out"ets, so that com#any wou"d !e a!"e to find out its "agging area and can focus more effecti$e"y to target more and more customer and to communicate them more easi"y&
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INTRODUCTION OVERVIEW OF THE INDUSTRY
The history of Indian te"e$ision dates !ac to the "aunch of doordarshan, India;s nationa" TV networ in 1<7<& The transmission was in !"ac = white& The < th Asian games which were he"d in 1<>( in the country;s ca#ita" New De"hi hera"ded the mar of co"or TV !roadcasting in India&
In 1<<1, Indian economy was
"i!era"i.ed from the License 5a* and ma*or initiati$es "ie in$iting foreign direct in$estments, deregu"ation of domestic !usiness emerged& This "ead to the in f"u) of foreign channe"s "ie Star TV and creation of domestic sate""ite channe"s "ie Sun TV and ?ee TV& This $irtua""y destroyed the mono#o"y he"d !y doordarshan& In 1<<(, the ca!"e TV industry started which "ead to re$o"ution& @$ery city in the India had a com#"e) we! of co2a)ia" ca!"es running through the streets with a new !reed of entre#reneurs ca""ed as ca!"ewa""ahs or Loca" %a!"e #erators BL%C taing in charge of distri!ution& The fi"m industry was shoced !y this sudden growth and there were e$en organi.ed #rotests for ca""ing off the %a!"e TV industry& There were sim#"y too many ca!"e o#erators in the country and the channe"s had a difficu"t time in getting its returns as the e)isting system was a non2addressa!"e and the o#erators cou"d sim#"y gi$e a reduced num!er of su!scri!ers to amass #rofit& This "ead to the emergency of a new !reed of firms ca""ed as 6u"ti System #erators B6SC who had hea$y financia" musc"es to mae
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ca#ita" in$estments& & The 6S industry !ecame high"y mono#o"istic which warrants go$ernment #artici#ation to ensure com#etition& Later on, the Enited 4ront Go$ernment had issued a !an on use of u !and transmission& After a change of go$ernment, the !an got "ifted fina""y in (FF1 and T5AI issued the guide"ines for o#erating DTH&
%ountry;s first #ri$ate DTH
"icense was awarded to Dish TV in (FF+ which started o#erations in (FF0& Prasar harati a"so started its #roduct DD2Direct& DTH Digita" TV system recei$es signa"s direct"y from sate""ite through the dish, decodes it with the Set2To# o) and then sends stunning"y c"ear #icture and sound to TV which is the !usiness under taen !y some com#anies !y o!ser$ing the rate of growth and sco#e for !usiness = o##ortunity in the Indian maret which has 1(F mi""ion $iewers of TV&
3ith the Indian economy growing at a GDP growth rate of &0, there is a sense of growth #re$ai"ing e$ery where& The a$erage Indian;s dis#osa!"e income and #urchasing has risen to ne$er !efore "e$e"s& The Indian entertainment and media industry is not far !ehind& It is current"y estimated at a worth of 5s&07F !i""ion with a %AG5 of 1> o$er the ne)t 7 years& Terms which were a"ien to Indian;s "ie ca#ita" DTH, digita" ca!"es, IPTV are sudden"y finding #resence in the country;s *ourna"s& In (FF, T5AI #ro#osed a new initiati$e !y name JHead end2In2The2Sy BHITSCK 6ode" as an a"ternati$e to the e)isting ca!"e distri!ution& Instead of the 6S;s #ro$iding the !und"e, there wi"" !e a sing"e HITS o#erator who wi"" #re#are the !und"e of channe"s and !eam it to the Headed in the sate""ite& The L%;s can recei$e this digita"i.ed !und"e and de"i$er to the indi$idua" homes& 3ith HITS, country wide im#"ementation of %AS !ecomes instantaneous and cost2effecti$e&
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This !enefits !oth the !roadcasters and the customers !y ensuring Addressa!i"ity, etter 'ua"ity of ser$ice and increased num!er of channe"s& Another emerging trend is the IPTV which is yet to !e regu"ated and one can e)#ect "ot of action in this sector& According to a re#ort on Direct to home BDTHC ser$ice, it #redicts that India wou"d o$ertae a#an as Asia;s "argest DTH !y (F1F and !e the Asia;s "eading ca!"e maret !y (F1F and the most #rofita!"e #ay2TV maret !y (FF17&
List of #"ayers in the industry •
Doordarshan M BDD2Direct C of Prasar harati com#rising of ++ 4TA channe"s and 1( A"" India 5adio %hanne"s&
•
Dish TV of ?@@ grou#&
•
Tata Sy *oined $enture !etween Tata and 5u#ert 6urdoch;s Sy TV&
•
Sun direct of Sun Networ&
•
IG TV of 5e"iance Ani" Dhiru!hai Am!ani grou#&
•
Airte" digita" TV of harati te"emedia
•
Videocon d(h of $ideocon industries
%AT@G5I?ATIN 4 PLA@5S IN TH@ INDEST5 Go$ernment owned #"ayer DD Direct&
Pri$ate #"ayers Dish TV, Tata Sy, Sun direct, ig TV, Airte" digita" TV, Videocon d(h
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5I@4 P54IL@ 4 PLA@5S IN TH@ INDEST5
DD DI5@%T
Doordarshan is the #u!"ic te"e$ision !roadcaster of India and a di$ision of Prasar harati, a #u!"ic ser$ice !roadcaster nominated !y the Go$ernment of India& It is one of the "argest !roadcasting organi.ations in the wor"d in terms of the infrastructure of studios and transmitters& 5ecent"y, it has a"so started Digita" Terrestria" Transmitters& n Se#tem!er 17 (FF<, Doordarshan ce"e!rated its 7Fth anni$ersary& Doordarshan had a modest !eginning with the e)#erimenta" te"ecast starting in De"hi on 17 Se#tem!er 1<7< with a sma"" transmitter and a maeshift studio& The regu"ar dai"y transmission started in 1<:7 as a #art of A"" India 5adio& The te"e$ision ser$ice was e)tended to om!ay Bnow 6um!aiC and Amritsar in 1<(& Ti"" 1<7, se$en Indian cities had te"e$ision ser$ice and Doordarshan remained the on"y te"e$ision channe" in India& Te"e$ision ser$ices were se#arated from radio in 1<:& @ach office of A"" India 5adio and Doordarshan were #"aced under the management of two se#arate Director Genera"s in New De"hi& 4ina""y Doordarshan as a Nationa" roadcaster came into e)istence& Nationa" te"ecasts were introduced in 1<>(& In the same year, co"or TV was introduced in the Indian maret with the "i$e te"ecast of the Inde#endence Day
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s#eech !y then Prime 6inister Indira Gandhi on 17 August 1<>(, fo""owed !y the 1<>( Asian Games !eing he"d in De"hi& Now more than
DD Direct is a free Direct to Home BDTHC ser$ice that #ro$ides sate""ite te"e$ision and audio #rogramming to househo"ds and !usinesses in the Indian su!continent& wned !y #arent com#any Doordarshan, DD Direct P"us was "aunched on Decem!er 1:, (FF0& Now chairman of DD #"us is Shri Arun hatnagar and %@ is S La""i under the ministry of information and !roadcasting&
DISH TV
Dish
TV is
the
first
#ri$ate DTH sate""ite
te"e$ision
#ro$ider
in India,
using 6P@G2( digita" com#ression techno"ogy, transmitting using NSS Sate""ite at <7&F& Dish TVOs managing director and Head of usiness is awahar Goe" who is a"so the #romoter of @sse" Grou# and is a"so the President of Indian roadcasting 4oundation and 6r& Su!hash %handra is the %hairman of Dish TV& Dish TV is a di$ision of ?ee Networ @nter#rise B@sse" Grou# VentureC& @GV has nationa" and g"o!a" #resence with !usiness interests in media #rogramming, !roadcasting = distri!ution, s#ecia"ity #acaging and entertainment& ?ee Networ incor#orated disht$ to moderni.e TV $iewing& y digita"i.ing Indian entertainment, this enter#rise !rought !est te"e$ision $iewing techno"ogy to the "i$ing room& It not
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on"y transmits high 'ua"ity #rogrammes through sate""ite !ut a"so gi$es a com#"ete contro" of se"ecting channe"s and #aying DTH ser$ice was "aunched !ac in (FF0 !y "aunching of Dish TV !y @sse" Grou#Os @nter#rises& Dish TV is on the same sate""ite where DD Direct is& Dish TV started its ser$ice in Paistan with the co""a!oration of udget %ommunication& Dish TV was on"y DTH o#erator in India to carry the two Turner channe"s, Turner %"assic 6o$ies and oomerang& oth the channe"s were remo$ed from the #"atform due to unnown reasons in 6arch (FF<&
Dish TV uses NSS2: to !roadcast its
#rogrammes& NSS2: was "aunched on 1 Decem!er, (FF( !y @uro#ean2!ased sate""ite #ro$ider, New Sies& Dish TV ho##ed on to NSS2: from an INSAT sate""ite in u"y (FF0& The change in the sate""ite was to increase the channe" offering as NSS : offered more trans#onder ca#acity&
TATA SKY
Tata Sy is a DTH sate""ite te"e$ision #ro$ider in India, using 6P@G2( digita" com#ression techno"ogy, transmitting using INSAT 0A at >+&FQ& Tata sy is incor#orated in (FF0 Tata Sy is a V !etween the TATA Grou# and STA5& Tata Sy DTH endea$ors to offer Indian $iewers a wor"d2c"ass te"e$ision $iewing e)#erience through its sate""ite te"e$ision ser$ice& Viram aushi is #resent %@ of Tata Sy Ltd& The TATA Grou# is one of IndiaOs "argest and most res#ected !usiness cong"omerates& It com#rises <+ o#erating com#anies in se$en !usiness sectors and di$ersified grou# information systems and communications, engineering, materia"s, ser$ices, energy, consumer #roducts and chemica"s& The
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TATA Grou# has o#erations in more than 0F countries across si) continents and its com#anies e)#ort #roducts and ser$ices to 10F nations& The Grou# and its enter#rises ha$e !een steadfast and distincti$e in its adherence to !usiness ethics and their commitment to cor#orate socia" res#onsi!i"ity& This is a "egacy that has earned the Grou# the trust of many mi""ions of staeho"ders in measure few !usiness houses anywhere in the wor"d can match& The S !rand, owned !y the E2!ased ritish Sy roadcasting Grou#, !rings to Tata Sy the re#utation of more than (F years e)#erience of sate""ite !roadcasting& S is we"" nown for the inno$ati$e #roducts and ser$ices "aunched !y Sy, such as DTH !roadcasting in 1<><, digita" sate""ite !roadcasting in 1<<>, interacti$e te"e$ision ser$ices in 1<<< and the S #ersona" $ideo recorder in (FF1& Tata Sy *oins an internationa" grou# of DTH !usinesses that inc"udes #"atforms as far a#art as the E and Ita"y in @uro#e, and 6e)ico and ra.i" in Latin America& Tata Sy Ltd is the 4irst Indian DTH #ro$ider to !e awarded the IS (FF1(FF7 accreditation, the u"timate !enchmar for information security& The assessment for the certification was conducted !y Interte Systems %ertification, the management systems registration !usiness unit of Interte Grou# #"c and is accredited !y se$era" internationa""y2recogni.ed accreditation !odies wor"dwide& In cto!er (FF>, Tata Sy announced "aunching of DV5 ser$ice T1)1 S46@ which a""owed 07 hours of recording in a 6P@G20 com#ati!"e Set To# o)& The remote is #ro$ided with #"ay!ac contro" eys and is !eing so"d with s#ecia" offers for e)isting su!scri!ers& Tata Sy was se"ected as a SEP@5 5AND for the year (FF<2(F1F !y an inde#endent and $o"untary counci" of e)#erts nown as Su#er !rands %ounci"& It is the on"y Indian DTH to ha$e won this distinction&
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SUN DIRECT
Sun Direct is a DTH sate""ite te"e$ision #ro$ider in India, using 6P@G20 digita" com#ression techno"ogy, transmitting using INSAT 0 at <+&7Q@& It is the countryOs first 6P@G 0 techno"ogy DTH ser$ice #ro$ider& Sun Direct is a DTH ser$ice in India head'uartered in %hennai, Tami" Nadu& Sun Direct TV was registered in 4e!ruary 1:, (FF7& Howe$er, the fai"ed "aunch of INSAT 0% resu"ted in a "ac of trans#onders, de"aying the "aunch& The ser$ice was fina""y "aunched on Decem!er (FF after a$ai"a!i"ity of trans#onders from INSAT 0%5& ecause of the "owest #ricing of any DTH in India Sun Direct s#read ra#id"y a"" o$er the country& n Decem!er Sun Direct was "aunched in 6um!ai and announced its #an India "aunch& y (FF< it !ecame "eading DTH #ro$ider with + mi""ion su!scri!ers& This maes it 0th "argest DTH ser$ice #ro$ider of India& In A#ri" (FF< Sun Direct officia""y "aunched its High2Definition ser$ice in India& Sun Direct uses the "atest 6P@G20 !ased techno"ogy to increase !roadcast ca#acity& Sun Direct #ro$ide ne)t2generation ser$ices in fast2growing and emerging marets 'uic"y and efficient"y& Sun Direct se"ected rac"e !ased on its con$ergent mu"ti2 ser$ice ca#a!i"ities and #ro$en rea"2time sca"a!i"ity a""owing it to conso"idate !i""ing o#erations, ena!"es #owerfu" new ser$ice offerings and im#ro$es $isi!i"ity into customer information across ser$ices&
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BIG TV
5e"iance IG TV is a DTH sate""ite te"e$ision #ro$ider in India !ased in Na$i 6um!ai, using 6P@G20 digita" com#ression techno"ogy, transmitting using 6@ASAT2+ <1&7Qeast& It is the 7th DTH ser$ice "aunched in India& 5e"iance IG TV "imited is a #art of 5e"iance %ommunications Ltd&, a su!sidiary of 5e"iance Ani" Dhiru!hai Am!ani Grou# founded !y the Late Dhiru!hai Am!ani, the Indian !usiness tycoon and owned !y his son Ani" Am!ani& IG TV started o#erations from 1< August (FF> with the s"ogan RTV ho Tho IG HoR BRIf you ha$e a TV, mae it IGRC& It current"y offers c"ose to (FF channe"s and many interacti$e ones, +( cinema ha""s Bi&e& Pay Per View %inema %hanne"sC as we"" as many 5adio channe"s& The com#any #"ans to increase the num!er of channe"s in the near future to 0FF and !egin High Definition BHDC !roadcast& It is the first Pan2India DTH #ro$ider that uses 6P@G20 for !roadcasting& There are a"so #"ans to introduce ser$ices "ie i2Stoc, i2News and other such interacti$e ser$ices in the future& 5e"iance IG TV was "aunched on August 1<, (FF> with the so"e aim of #ro$iding the consumer with 'ua"ity and enriched home entertainment ser$ice at $a"ue2dri$en #ricing& 5e"iance IG TVOs "aunch in August was #ro!a!"y the !iggest ro""2out in home entertainment e$er and de#"oyed the most ad$anced 6P@G0 techno"ogy that ena!"ed them to de"i$er !est 'ua"ity digita" audio2$ideo to the consumer& It a"so got #re#ared for the future when Hi2Definition TV wi"" !e "aunched in India !ecause on"y 6P@G0 techno"ogy can su##ort HD TV and not 6P@G( which is used !y the ear"ier entrants in the DTH industry& 5e"iance IG TVOs retai"er networ is s#read across 1FF,FFF out"ets in :,7FF towns in India& This was "itera""y unheard of in the DTH industry& They had effecti$e"y
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out2stri##ed the com#etition here& 3hen it came to #ricing M #acaging, their introductory offer stood at 5s& 1,0
AIRTEL DIGITAL TV
harti Airte" Limited is the f"agshi# com#any of harti @nter#rises and is India;s "argest integrated and the first #ri$ate te"ecom ser$ices #ro$ider with a foot#rint in a"" the (+ te"ecom circ"es& As IndiaOs "eading te"ecommunications com#any, the Airte" !rand has #"ayed the ro"e of a ma*or cata"yst in IndiaOs reforms, contri!uting to its economic resurgence& Airte" since its ince#tion has !een at the forefront of techno"ogy and has steered the course of the te"ecom sector in the country with its wor"d c"ass #roducts and ser$ices&
Airte" Digita" TV is a DTH BDirect to HomeC ser$ice from B/1$) Airte"& It uses 6P@G20 digita" com#ression with DV2S( techno"ogy, transmitting using INSAT 0%5 0Q@ Airte" digita" "aunched on > cto!er, (FF> with a +:F degree mega cam#aign O%ome Home to the 6agic& Since then it has "aunched ( other cam#aigns Stars come home; B6arch (FF+ channe"s& Airte" digita" TV is now amongst the fastest growing DTH !rands in the country and is a$ai"a!"e across 7FFF towns in India& It has a"so !een raned as the !est DTH ser$ice !y JLi$ing Digita"K maga.ine&
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Airte" chief Suni" 6itta" said that Airte" digita" TV and other DTH #"ayers ha$e a !right future in Indian maret as the #eo#"e are getting more attracted towards DTH !ecause of its 'ua"ity and afforda!i"ity&
VIDEOCON D2H
Videocon d(h is a DTH sate""ite te"e$ision #ro$ider in India !ased in 6um!ai, using 6P@G20 with DV S( digita" com#ression techno"ogy Videocon Leasing = Industria" 4inance Limited was incor#orated on 0th Se#tem!er, 1<>: as Adhigam Trading Pri$ate Limited& In terms of the necessary reso"utions Passed under Sec& (1 of the %om#anies Act, 1<7:, the name of the %om#any was changed to Videocon Leasing = Industria" 4inance Limited on 10th 4e!ruary, 1<<1&
The %om#any recei$ed a fresh certificate of incor#oration from the
5egistrar of %om#anies, Gu*arat at Ahmeda!ad on 10th4e!ruary, 1<<1& Videocon d(h "aunched 6ay 1, (FF<& it came with a $ery good strategy for se""ing !oth of its e"ectronic #roducts "ie TV;s DVD;s a"ong with the new set to# !o)& This is offering direct to TV with out any set to# !o) a"so& n"y the antenna is enough, it a"so came with DVD which is connected direct"y to the TV or antenna is connected to DVD which gi$es a !est 'ua"ity of out #ut&
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PRODUCT LINES AND CONSUMER BEHAVIOUR RANGE OF PRODUCTS
•
Set2To#2o)& Head2Antenna& %a!"e DVD 5emote
•
L%D TV/PLAS6A TV/%ATHD@ 5A TV/L@D TV
• • • •
PRODUCT DESCRIPTION
SET-TOP-BO?:
The set to# !o) com#rises of the 6P@G2( 5 6P@G20 with DV( techno"ogy&
H15-1#)##1:
Antenna which recei$es signa"s direct"y from sate""ites,
C17:
%a!"e connects antenna to the set u# !o)
DVD:
ne of the recent entrants into DTH industry is $ediocon& This came with set to# !o) with DVD
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ACCESS CARD:
The access card is another im#ortant thing in the set to# !o) setu# 3here the access card wi"" recei$e the signa"s direct"y from sate""ite trough head to# antenna&
LCD TV:
Some com#anies are offering the who"e set of L%D TV with DTH connection And in the case of cathode ray tu!es and in case of PLAS6A
R'%):
A com#acta!"e remote for !oth S@T EP and TV is used in o#erating !oth TV and Set to# !o)&
C%'<'#)1$6 G%%58:
L%D TV, DVD, %T TV, %a!"es, #"us !o), E#s, Home theaters, sound !o), #"astic and #a#er which are used for recharge cards&
S378))3)8:
Loca" %a!"e #erators, Inter2Net which is !ringing many faci"ities "ie "i$e TV channe"s, a"ong with the net !rowsing, Theaters, radio stations, I #ods&
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DISHTV INDIA LTD
GROWTH OF THE INDUSTRY
RATE OF GROWTH
The DTH ser$ice maret in India has emerged as one of the most "ucrati$e marets which ha$e successfu""y resisted the im#acts of the current economic s"owdown& The s"owdown has certain"y #ro$ed a !oon for the Indian DTH industry as #eo#"e ha$e now started to cut on their entertainment e)#enditure and instead of $iewing mo$ies at theatres, they are #referring to stay at home with their te"e$ision sets& 3ith the Indian economy growing at a GDP growth rate of &0, there is a sense of growth #re$ai"ing e$ery where& The a$erage Indian;s dis#osa!"e income and #urchasing has risen to ne$er !efore "e$e"s& The industry is antici#ated to add near"y 7 Lah su!scri!ers #er month during (FF< and the num!ers are forecasted to surge further at a %AG5 of around +F through (F1(, RIndian DTH 6aret 4orecast to (F1( * (F annua" growth is !eing witnessed in the DTH sector in India with o$er >&7 mi""ion househo"ds ha$ing digita" #ay2TV& A re#ort attri!utes that the antici#ated growth to the efforts of DTH industry #"ayers who are a"" trying to "ure $iewers !y cutting down #rices as we"" as offering #ers e$en though it trans"ates into "oss of 5s 1,:FF2(,FFF on each new su!scri!er ac'uired !y them& They ha$e started to offer a num!er of $a"ue2added ser$ices such as Omo$ie on demandO, "i$e recording of TV content, matrimonia" match2 maing, etc&
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DISHTV INDIA LTD
PATTERN OF GROWTH
The !ig game is a"" a!out sha#ing u# grandiose #"ans to master the winning ru"es to garner as much #ortion of the Indian DTH #ie as #ossi!"e !y a handfu" of #"ayers& Since the DTH s#ace denotes !ig $a"ue, ain to the s#ace occu#ied !y te"e$ision and te"e#hony, inter2firm ri$a"ries ha$e thrown u# #rice wars, discount schemes, #rocurement of trans#onders, am!itious targets for im#ro$ing the su!scri#tion !ase, #o#u"ar !ou'uet of channe"s, set to# !o)es with su#erior 'ua"ity of $ideos, im#ro$ing content, etc as a des#erate means to entice the Indian $iewer& The #attern of growth is $ery difficu"t to determine !ecause a !usiness cyc"e taes #"ace in "ong term& ut this industry is ha$ing $ery short #eriod for maing or o!ser$ing a !usiness cyc"e&
The ana"ysis that can !e made is though the economic cyc"es is not continues and it was in !oom then when the industry started and now *ust the economy is in reco$ering stage from the recession& Interesting factor is that a"" the industries are hit serious"y !uy the rescission !ut DTH industry has re#orted growth continuous"y !ut on"y it has s"owdown the rate of its growth& Now the industry is growing at (F for e$ery annum&
GROWTH DETERMINANTS
Demand constraints and S%A5 are the factors which effects the growth of the industry& Growth determinant and high TV sa"es increase the chance for more
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DISHTV INDIA LTD
sa"es of set to# !o) which wi"" effect the growth& 3hen the faci"ities of the #roducts increase it acts as a growth determinant&
The entertainment channe"s and the news channe"s #"ayers increase the growth to o#t the DTH& Some of the DTH #"ayers are !ringing inno$ati$e #"ans "ie "i$e sho##ing, !road !and, and etc wi"" act as growth determinants&
MARKETING
6aret segmentation, mareting strategies, mareting #ractices and mareting conce#ts s#ecific to the industry
Indian TV channe" !roadcast 17&2mn ad$ertisement e$ery year, which tota"s to +:(2mn seconds of TV ad$ertisement e$ery year& India current"y has o$er 0FF channe"s& TV $iewer shi# has dec"ined !y 7 since (FF1& TV !roadcasters are e)#ected to go hie in ad$ertisement rate this year !y 1:21>& 6aret segmentation in DTH industry main"y concentrates on women who don;t "ie missing their dai"y soa# and news more e$er women are a!"e to "earn @ng"ish s#eaing which is a $ery s#ecia" feature of DTH& DTH a"so concentrates on chi"dren a"so !y #ro$iding them games, dictionary, some disco$ery $ideos s#ecia""y in!ui"t, maths, science and socia" now"edge& It a"so focuses on o"d #eo#"e as it has u#dated $ideos of $arious ho"y and re"igious #"aces&
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DISHTV INDIA LTD
DTH uses different mareting strategies for #romotion and sa"es of its #roduct& It gi$es ad$ertisements with their !rand am!assadors which attract customers, door to door se""ing, on the #hone se""ing, discount and offer sa"es, #acages, etc
6areting #ractices is a continuous #rocess as the com#etition ee#s increasing among the #"ayers in the industry& @ach #"ayer is in$esting "ots of money in #romoting there !rands& 6any #"ayers are maing ad$ertisement with mo$ie actor and actress as !rand am!assadors for their #roducts !ecause DTH is main"y considered with entertainment&
Some of the com#anies "ie Tata sy is ha$ing Su#er Star Amir han as !rand am!assador and Airte" is ha$ing many fi"m stars "ie areena a#oor, A&5&5ehaman , saif a"i han, etc& Dish TV is a"so ha$ing Su#er Star Shahruh han as the !rand am!assador&
Sun direct a"so uses southern actress for their !rand #romotion&
6areting
#ractices are the decisions taen !y the manufacturing com#any to increase sa"es, e)#and themse"$es into many areas etc& Successfu" mareting #ractices !ring sa"e u#, whi"e unsuccessfu" mareting #ractices ha$e no im#act on sa"e or negati$e"y im#act sa"e& 6areting conce#ts s#ecific to the industry is #rimari"y targeted at a niche segment who !uy the TV sets from the e"ectronic retai" chains&
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DISHTV INDIA LTD
STRATEGIES AND COMPETITION IN THE INDUSTRY
%om#etitors, Strategies used in the industry, Porter;s generic strategies mode", #orter;s fi$e forces mode" and ana"ysis using it, e"ement of industry structure, #orter;s $a"ue chain mode" ana"ysis, swot ana"ysis, conce#t of generic $a"ue chain, conce#t of growth share maret matri), com#any #osition &
COMPETITORS
@$ery com#any has its own goa", e$ery com#any wants to achie$e and fu"" fi"" its goa"s, many com#anies "ie the !ig #"ayers in the industry wants to gra! most of the maret share& Some of the com#anies want to achie$e 1Fmi""ion customer !ase !y (F1F they are Dish TV, Tata sy, Sun direct, IG TV etc&
The industry;s o!*ecti$e is to achie$e :Fmi""ion customers !uy (F1(; i&e&, near"y 7F of the #resent e)isting customers&
STRATEGIES USED IN THE INDUSTRY
Techno"ogy transfer is one of strategy used in the industry and it is e)istence for a "ong time& In recent decades, concerted effort has !een made to e)#"oit the e)isting techno"ogy to a "arger e)tent !y transfer of techno"ogy, to generate greater economic im#etus& It #ro$ides o##ortunity to generate "arger returns on the in$estments made in 5=D& Its im#ortance "ies in its a!i"ity to stimu"ate and strengthen the inno$ation #rocess& (0
DISHTV INDIA LTD
PORTERS GENERIC STRATEGIES MODEL
Generic strategies were used initia""y in the ear"y 1<>Fs, and seem to !e e$en more #o#u"ar today& They out"ine the three main strategic o#tions o#en to organi.ation that wish to achie$e a sustaina!"e com#etiti$e ad$antage&
The generic strategies are 1& %ost "eadershi#, (& Differentiation, and +& 4ocus
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DISHTV INDIA LTD
1. Cost leadership
In the case of media #roducts, means they shou"d !e offered at a #rice "ower than their com#etitors; !ut with as good !enefits, or, the uni'ue !enefits the media #roducts offer can o$er2offset the #remium&
2* D;;$#)1)%#
Differentiation in DTH refers to when a organi.ation #ro$ides uni'ue !enefits to the users through #roduct inno$ation& This is to increase the #ro!a!i"ity of the media users to choose the #roduct& A media organi.ation with a target user "oya"ty can concentrate more on how to fu""y meet the target user;s needs rather than on #roduct cost sa$ing&
+* F%938
4ocus strategy is a"so nown as a OnicheO strategy& The c"utter of ads has now s#i""ed out on the num!er of channe" a$ai"a!i"ity due to which #eo#"e are s#oi"t for choice& Thus Niche channe"s are the on"y way to maintain $iewer "oya"ty& TATA Photon #"us is more niche oriented&
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DISHTV INDIA LTD
SWOT ANALYSIS ON DTH INDUSTRY
INTERNAL
STRENGTHS •
WEAKNESSES
Growing num!er of #"ayer and com#etiti$e ad$antage&
•
Su##"y creates its own demand&
•
rand name
•
Ser$ice and f"e)i!i"ity&
•
Si""ed "a!or
•
Sate""ite techno"ogy
•
Signa"s
•
Viewer migration&
•
Encertainty in $iewer shi#&
E?TERNAL
OPPURTUNITIES •
Techno"ogy
•
Distri!ution
•
Inno$ation
•
Va"ue adding
THREATS •
@conomic downturn&
•
%"imate
•
5adio
•
%inema ha""s
•
roadcasting of channe"s
•
New entrants
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DISHTV INDIA LTD
PORTERS FIVE FORCE MODEL
The fi$e forces which one must consider to ana"y.e any industry are the ri$a"ry !etween the firms within the industry !eing ana"y.ed, the !argaining #ower of !uyers, the !argaining #ower of su##"iers, the threat of su!stitute #roducts or ser$ices, and the threat of new entrants Ba"so nown as !arriers to entryC& They are a"so shown in the diagram !e"ow& Initia""y #ro#ounded !y Har$ard usiness Schoo" Professor 6ichae" Porter, the 4i$e 4orces framewor has !een acce#ted as a strategic framewor which one can a##"y to ana"y.e any industry&
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DISHTV INDIA LTD
T/$1) %; 8378))3)8
DTH gi$es stiff com#etition from the terrestria", ca!"e = IPTV& As #er the industry estimates, there are 1+F mi""ion TV homes of which 1 mi""ion are ser$ed !y ca!"e and around : mi""ion ser$ed !y DTH with the remaining taen !y terrestria" transmission& As IPTV is a new entrant there is not much data on its su!scri!er !ase&
B1$1## <%$ %; 83<<$8
DTH industry re"ies on three ma*or su##"iers& %ustomer #remise e'ui#ment B%P@C %om#aring of the sate""ite Dish, Set To# o) with the necessary Access %ard, the u !and trans#onders are o!taining sate""ites and content& 3ith India set to o$ertae a#an as Asia;s "argest DTH !y ne)t year, the !argaining #ower of India DTH o#erators with %P@ su##"iers ha$e !een steadi"y increasing&
B1$1## <%$ %; 736$8
3ith enough o#erations to choose !oth from the #oint of a"ternate mediums "ie ca!"e, IPTV and terrestria" !roadcast and from the #oint of increasing DTH o#erators, the consumer is at his wi"" to decide& %ustomers wi"" continue to ha$e a high !argaining #ower unti" DTH #"atforms try to differentiate them as su#erior #"ayers with !etter content and c"arity&
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DISHTV INDIA LTD
R>1$6 1'%# 8)# ;$'8
3ith + o#erationa" #"ayers and 0 #"ayers in the 'ueue, inter firm ri$a"ry is 'uite high& The com#etition from state owned DD2Direct to #ri$ate #"ayers in neg"igi!"e from the content #oint of $iew as the num!er of channe"s offered !y DD2Direct is $ery "imited& Howe$er, DD2Direct does not change any month"y su!scri#tion charges& etween Dish TV is Tata Sy there is an intense ri$a"ry e)hi!ited !y #rice war and discount schemes offered to new connections& eing the first mo$er, dish TV had #rice ad$antage in !oth the ST offers su#eriors DVD 'ua"ity Video to its ad$anced ST& 3hi"e Dish TV is #"anning to s#end 5s& >7Fcrs o$er the ne)t + years, the ri$a" TataSy is wi""ing to s#end 5r&(FFFcrs o$er the medium term& The com#anies ha$e a"so set am!itious targets with Dish TV aiming to reach 7 mi""ion su!scri!ers in the ne)t 1> to (F months whi"e Tata sy aiming to reach >mi""ion su!scri!ers in the ne)t 1> to (F months whi"e Tata sy aiming for > mi""ion su!scri!ers !y (F1(&
T/$1) %; # #)$1#9
3ith a"ready #"ayer;s s#ace in the DTH s#ace, threat of new entrants is "ow& There is a"ready enough com#etition which wi"" discourage new firms to enter this !usiness& 3hi"e getting a "icensee is re"ati$e"y easy, the !arriers to entry are high when it comes to #ricing of %P@ and getting the re'uired trans#onder& There is a definite, first mo$er ad$antage&
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DISHTV INDIA LTD
ANALYSIS OF THE INDUSTRY USING PORTERS VALUE CHAIN MODEL
Porter;s $a"ue chain ana"ysis is considered with the $a"ue ana"ysis of the se$era" functions of the DTH industry, it maes to understand the im#ortance of this mode" to de$e"o# and add on $a"ue to the #resent features of the industry and it;s functioning& Va"ue ana"ysis says that an effecti$e "ogistics shou"d !e undertaen to commencement of the !usiness in cost effecti$e way& The most the cost effecti$e, the more $a"ue is added to the #rocess& It is noting !ut #ro#er or o#tima" use of the resources #resent and using the techno"ogy& This $a"ue addition is not on"y in the "ogistics, it shou"d !e carried in a"" areas of the management, #roduction, distri!ution and etc& Thus DTH industry can increase its $a"ue addition to the customers and the features and of industry&
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DISHTV INDIA LTD
CONCEPT OF GROWTH SHARE MATRI? (BCG MODEL"
The %G M G53TH SHA5@ 6AT5I is a #ortfo"io #"anning mode" de$e"o#ed !y ruce Henderson of the oston %onsu"ting Grou# in the ear"y 1<FOs& It is !ased on the o!ser$ation that a com#anyOs !usiness units can !e c"assified into four categories !ased on com!inations of maret growth and maret share re"ati$e to the "argest com#etitor, hence the nameK growth shareK&
Ender the %G G53TH2SHA5@ 6AT5I, as an industry matures and its growth rate dec"ines, a !usiness unit wi"" !ecome either a cash cow or a dog, determined so"e"y !y whether it had !ecome the maret "eader during the #eriod of high growth& 3hi"e origina""y de$e"o#ed as a mode" for resource a""ocation among the $arious !usiness units in a cor#oration, the growth2share matri) a"so can !e used for resource a""ocation among #roducts within a sing"e !usiness unit&
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DISHTV INDIA LTD
In the DTH industry when the maret share is o!tained then it is automatica""y treated as the maret "eader, and a"so it needs ma)imum maret share to e)tent, when the maret is not in incrementa" state then the growth rate of the industry wi"" retain& Again this industry fo""ows a"" the $aria!"es in the a"" areas ti"" the !oth wi"" come into norma" "e$e"&
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DISHTV INDIA LTD
COMPANY PROFILE
•
•
•
•
•
•
D8/ TV I#51 L')5 is an Indian com#any engaged in the !usiness of #ro$iding direct2to2home BDTHC sate""ite te"e$ision ser$ice, which inc"udes te"e#ort ser$ice, customer su##ort and trans#onder s#ace "easing&
Dish t$ is a di$ision of ?ee Networ @nter#rise B@sse" Grou# VentureC& D8/ TV I#51 L')5 is raned 0+ and 7 in the "ist of media com#anies in the 4ortune India 7FF roster of India;s "argest cor#orations in (F11& It uses 6P@G2( digita" com#ression techno"ogy, transmitting using NSS2: Sate""ite at <7&F&
Dish TVOs managing director and Head f usiness is awahar Goe" who is a"so the #romoter of @sse" Grou# and is a"so the President of Indian roadcasting 4oundation& ?ee Networ incor#orated Disht$ to moderni.e te"e$ision BTVC $iewing& It #ro$ides features such as @"ectronic Programme Guide B@PGC, #arenta" "oc, games, ++F channe"s and ser$ices, interacti$e TV and mo$ies on demand& Dish TV India Limited, together with its su!sidiaries, o#erates as a direct to home BDTHC entertainment ser$ices com#any in India& The com#any offers DTH sate""ite te"e$ision ser$ices, which inc"ude te"e#ort, customer su##ort, and trans#onder s#ace "easing ser$ices #rimari"y under the Dish TV !rand name& It o#erates a##ro)imate"y (: channe"s and ser$es a##ro)imate"y 1+&7 mi""ion su!scri!ers& The com#any is !ased in Noida, India&
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DISHTV INDIA LTD
COMPETITORS
Its #rimary com#etitors are ca!"e te"e$ision and other DTH ser$ice #ro$idersU Airte" digita" TV, 5e"iance, ig TV, Tata Sy, Sun Direct, and Videocon D(H and n others&
HISTORY
•
DTH ser$ice was "aunched !ac in (FF0 !y "aunching of Dish TV !y @sse" Grou#Os ?ee @ntertainment @nter#rises& Dish TV is on the same sate""ite where DD Direct was, DD Direct shifted to Insat 0 which is ad*acent to NSS2:& Dish TV was on"y DTH o#erator in India to carry the two Turner channe"s Turner %"assic 6o$ies and oomerang& oth the channe"s were remo$ed from the #"atform due to unnown reasons in 6arch (FF<& In cto!er (F1F Dish TV added the "ong awaited Neo S#orts and Neo %ricet on its #"atform
DTH %# W/8
•
Dish TV a"so #ro$ides mo!i"e sate""ite TV on $ehic"es, trains and aircraft&
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DISHTV INDIA LTD
S3789$7$ B18
•
Dish TV had a!out 1( mi""ion customers as of 6arch (F1(& Dish TV is #resent"y AsiaOs "agest and going to !e wor"dOs "argest $ery soon&
D8/ )$3HD
The "ogo of Dish truHD& •
Dish TV recent"y "aunched its high definition ser$ice ca""ed Dish truHD& Its ma*or com#etitors are SEN Direct HD, Tata Sy HD, Airte" Digita" TV HD and the 5e"iance Digita" TV& It su##orts 1F>Fi HD 'ua"ity& %urrent"y there are 01 HD Ser$ices& DISHTV #"ans to gi$e more HD content to its customers&
D8/ )$3HD@ •
Dish TV 5ecent"y introduces its PV5 ser$ice which re'uires an @)terna" ES Hard dis dri$e to !e #"ug into the Set To# o)Os ES Port it can #ro$ide = su##ort recording s#ace u# to ( T&
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DISHTV INDIA LTD
W78) Its officia" we!site is /))<:*58/)>*#
D8/TV R9/1$ D8/TV R9/1$ is India;s first direct to home BDTHC entertainment ser$ice of digita" #icture, fami"y entertainment, dish guide and sate""ite t$ Ser$ices in India& Disht$ recharge can done whi"e you are on nationa" roaming a"so through on"ine& Dish t$ #acages are chea# and afforda!"e com#are to others& D8/ )> <19418 are now a$ai"a!"e through on"ine !y mo!iwi&com& ou can do dish t$ on"ine 5echarge !y the comfort of your home& It offers DishTV Pacages, hass"e free o#tions of n"ine Payments for a"" #ur#oses& Dish TV on"ine recharge is easy and of course the fastest way of recharge&
Dish TV #ro$ides a "ot of custom designed #acages which offers you a natura" entertainment e)#erience at the !est $a"ue for money& Dish t$ Pacages are designed to gi$e you a "oca"i.e f"a$our, in a way that you can recharge& Dish TV on"ine #ayment is a"so a$ai"a!"e for recharging the #acages, this recharges can !e done on"ine from your credit card, de!it card or net !aning&
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DISHTV INDIA LTD
K6 E93)>8 M$* S37/18/ C/1#5$1 , :F %hairman and %hairman of Nomination %ommittee M$* J11/1$ L1 G% , 7 6anaging Director, Director, 6em!er of Share Transfer = In$estors Grie$ance %ommittee, 6em!er of 4in& %ommittee, 6em!er of udget %ommittee, 6em!er of @so# A""otment %ommittee and 6em!er of %ost @$a"uation = 5ationa"i.ation %ommittee M$* R* C* V#41)8/ , %hief @)ec& fficer M$* R1=> K* D1'1 , 0> %hief 4inancia" fficer M$* S1 K1<%%$ , %hief #erating fficer
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DISHTV INDIA LTD
D8/)> P1948 VS C%'<))%#
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DISHTV INDIA LTD
SWOT ANALYSIS FOR ON DISH TV INDIA
INTERNAL STRENGTHS
WEAKNESSES
•
4irst 6o$er Ad$antage
•
•
Strong Promoter acing
•
•
Indian DTH Industry2 4astest Growing Segment of %=S
•
•
•
usiness Large"y De#endent in roadcasters and Sate""ite Trans#onders 6u"ti#"e Ta)ation2 Area of %oncern for DTH Industry Poor customer ser$ice
Increased Trans#onder Acti$ity
Highest num!er !roadcasted
of
channe"s
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DISHTV INDIA LTD
E?TERNAL
OPPURTUNITIES •
Increasing Househo"ds2 ##ortunity for Growth
•
Ana"og roadcasting eing Phased ut2Pace of Digiti.ation Increasing
•
Digiti.ation 6andate2##ortunity for DTH to @nter %a!"e Strongho"ds
•
HD Long Term Va"ue Dri$er and ey Differentiator
THREATS •
De$e"o#ment of Techno"ogy 6ay Turn DTH Ser$ices !so"ete
•
%ut Throat %om#etetion
•
Ad$erse regu"atory changes
•
S"owdown of @conomic Growth
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DISHTV INDIA LTD
DETAILED SWOT ANALYSIS
STRENGTHS
Dish t$ was the first in the DTH category and has thus !ecome synonymous with the sate""ite TV !roadcasting !usiness in India& Le$eraging its "ineage with the ?ee grou#, disht$ has !ui"t a commenda!"e !rand and re"e$ant #roduct that answers the consumer needs; for 'ua"ity entertainment& Some of the inherent strengths stem from a strong #resence a"" across the geogra#hy of India, consumer friend"y and #ocet friend"y mu"ti2tiered and customi.a!"e regiona" #acages, a!undant trans#onder ca#acity to su##ort its widest content !aset, a $ery strong and di$ersified content offering addressing consumers with di$erse needs of genres and "anguages, an e)treme"y cost conscious structure and a su#erior techno"ogy for the entire gamut of ser$ices& The techno"ogica" edge and differentiation with res#ect to other !rands stands e)em#"ified through its uni'ue offerings of mo!i"e dish with #resence in aircraftsBingfisherC, na$y war shi#s, mo!i"e $ans and se"ected rai"way sa"oons&
WEAKNESS
The su!scri!er ac'uisition cost is sti"" $ery high& Howe$er, com#ared to the current industry !enchmars, it stands at the "owest !y far& The cost towards ac'uiring consumers is under constant scrutiny in an endea$or to !ring it down& In a maret trend of consumers downs"iding on the #acaging tiers, due to more $a"ue !eing #acaged at the "owest #acs, disht$ has e)hi!ited a growth in A5PE& Howe$er, A5PE continues to !e an area of concern with the constant endea$or to monitor, u#grade and enhance the re$enues&
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DISHTV INDIA LTD
OPPORTUNITIES
India;s 1( mi""ion te"e$ision owning househo"ds, which define the #otentia" de#th for the DTH category wi"" act as a "ow hanging fruit for ado#tion& The further ro"" out of %AS !y the new Go$ernment, into more towns wi"" im#act the growth rate of the DTH category and trigger consumers to mae a decision !etween digita" ca!"e and DTH, there!y aiding faster e)#ansion of the digita" entertainment wor"d& @nrichment of Va"ue Added Ser$icesBVASC !aset with gaming and a host of acti$e ser$ices, some going #ay, wi"" continue to !e o##ortunity areas for re$enue enhancement& An e$entfu" s#orting ca"endar with the ensuing %ommonwea"th games and a series of %riceting tournaments wi"" act as a cata"yst for this category too& The recent sta!i"i.ation and a re$i$ed ho#e for !ouncing !ac of the economy as ear"y as the second ha"f of this year wi"" faci"itate faster ado#tion of the category& @mergence and growth of traffic at the organi.ed retai" chains "ie ig !a.aar, Ne)t, The mo!i"e store, 5e"iance digita" etc& wi"" a"so add more $isi!i"ity "eading to !etter acce#tance of the #roduct&
THREATS
DTH is current"y a fi$e #"ayer maret& Price cuts and reduced margins, s#urred !y se$ere com#etition, can #ose a threat to re$enue enhancement& Im#ro$ed 'ua"ity of ser$ices !y digita" ca!"e and IPTV #"ayers are #otentia" threats& %hurn management and retention costs can negati$e"y im#act !ottom2"ines un"ess constant attention and strategy is de#"oyed to manage and contro" the su!scri!ers; !ase&
9E@STINAI5@ 0+
DISHTV INDIA LTD
DTH Survey * Required Q.1 Name * This is a required question Q.2 Age * o
upto 18
o
18-30
o
30-40
o
above 40
o
Q.3 Occupation * Government Service
o
Business
o
Student
o
Other
o
Q.4 Annual Family ncome * upto 1!00!000
o
1!00!000 - 3!00!000
o
3!00!000 - "!00!000
o
"!00!000 - #!00!000
o
#!00!000 - $!00!000
o
%bove $!00!000
o
Q.! Family Si"e * &
00
DISHTV INDIA LTD
o
3
o
4
o
above 4
o
Q.# Num$er O% T& 'et' in your Home * 1
o
&
o
'ore Than &
o
o
o
Q.( Are you a u'er o% a DTH )irect to +ome, 'ervice %or your Televi'ion- * (es )o
Q. /+ic+ DTH Service you are u'ing- * ish T+
o
%irte,
o
+ideocon &
o
Tata S./
o
Re,iance &
o
Other
o
o
o
Q.0 Are you aare o% ulti T& option- * (es )o
Q.1 ea'on %or u'ing particular DTH Service'- * ac.ae 2ost
07
DISHTV INDIA LTD
o
nsta,,ation 2hare
o
niversa, Remote
o
Other Reasons
o
Q.11 /+y oul you go %or DTH- )5an c+oo'e only one, * nteractive Services
o
5ivin in a 2%S noti6ied area 76orced to 6or access to T+ channe,s
o
ue to bad service 6rom cab,e operators
o
'ore transparent pa/ments
o
Superior +ideo 9ua,it/
o
'ore 2hanne,s
o
Other
Q.12 6lea'e rate +o important t+e %olloing are +en you purc+a'e a DTH connection. *
Satisfactory
Ensatisfactory
Price Num!er of channe"s %ontinued ser$ice in hea$y rains HD 'ua"ity $ideo Sound 'ua"ity @ase of #urchase @ase of #ayment 9ua"ity of ser$ice He"#"ine
0:
DISHTV INDIA LTD
Satisfactory
Ensatisfactory
9uic 5es#onse to %om#"aints A!i"ity to record #rograms S#ecia" channe" for ids 5ecording %a#acity Q.13 6lea'e rate t+e %olloing $ran' $a'e on t+e attri$ute' o% DTH.
Dish T&V
Airte"
Tata Sy
Videocon D(H
5e"iance D(H
ther
Price 9ua"ity %ustomer Ser$ice Interacti$e Ser$ice 5ecording Q.14 Ho your connection or7' uring i%%erent eat+er conition'- *
1
(
+
0
7
Very Poor
Very Good
Se"ect a $a"ue from arange of1,Very Poor, to 7,Very Good, &
o
Q.1! oe o% rec+arge * 'obi,e Rechare
o
Service rovider Out,et
o
On,ine Rechare
o
Other
Q.1# ec+arge 5onvenience *
1
(
+
0
7
0
DISHTV INDIA LTD
Very Poor
Very Good
Se"ect a $a"ue from arange of1,Very Poor, to 7,Very Good, &
o
Q.1( /+ic+ DTH mont+ly plan o you u'e- * Be,o: 1"0
o
1"0-&"0
o
%bove &"0
o
Q.1 ' DTH 'ervice provier ta7e your %ee$ac7 a%ter in'tallation- * (es )o
o
o
Q.10 Ho o you get i%%erent o%%er' o% your DTH connection- * S'S
o
T+ channe,
o
T+ %ds
o
amp,ets
o
;mai,
o
Other
Q.2 6lea'e rate +o 'ati'%ie you are it+ your current DTH 'ervice. *
1
(
+
0
Strong"y Dis"ie
Se"ect a$a"ue from a range of1,Strong"y Dis"ie, to 7,Strong"y Lie,&
7 Strong"y Lie
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