CONTENTS

1. INTRODUCTION

2. MARKETING FUNCTION

3. COMPANY PROFILE

4. FIRM PROFILE

5. ADVERTISING IN MARKETING

6. ABOUT DISH T V

7. SURVEY & FINDINGS

8. SUGGESTIONS AND CONCLUSION

Annexure  Questionnaires  Bibliography

1 MARKETING STRATEGY AND CONSUMER PERCEPTION OF DISH TV DTH SERVICE A case study of Nandi Gass, Hosanagara

Chapter-1 INTRODUCTION  Introduction  Aims & objectives  Methodology  Scope of the study  Limitation

Chapter-2 MARKETING FUNCTION  Definition  What marketing does?  Marketing mix policy

Chapter – 3 COMPANY PROFILE  Back Ground  Process of Development of Dish TV  Management Profile

Chapter –4 FIRM PROFILE  Introduction  Establishment  Location  Owner  Objectives  Means of finance  Price &sales analysis  Marketing mix

2 Chapter –5 ADVERTISING IN MARKETING  Advertising  Creation of Advertising  Media Selection

Chapter –6 ABOUT DISH DTH SERVICE  Dish TV Equipment  Product Overview  Comparisons B/W Other DTH Services

Chapter 7 DATA Analysis and Interpretation

Chapter -8 SUGGESTION AND CONCLUSIONS

ANNEXURE  Questionnaires  Bibliography

3 CHAPTER-1 INTRODUCTION

 Introduction  Statement of the Study  Objectives of the study  Methodology  Scope of the study  Limitation

4 INTRODUCTION

In the 1950 & many marketers began to realize that they could sell more goods easily. If they produce, inlay those goods that they have pre-determined consumer would bay this results in the development of marketing concept. Marketing is the continues or on going process of defining anticipating & creating customer needs & wants then organizing all the recourses of enterprises to satisfies customers demand & desirable profit to the firm modern market to customer oriented. In marketing system whatever may be the products purchased or sold to rum ever work. Customers are “IMP” however, in the market consumer behavior is different from one another they behave differently in different situation from one another behave as they intended to purchase, the primary function of marketing camp any is to create & maintain the satisfied customer. Therefore, the marketing should be well-planned organized, directed co- ordinates & controlled. Marketing is socio economic process social responsibilities include personal obligations of people and economic process includes personal obligations of people and goods and services and their values determined in terms of money prices. Hence marketers are called upon the anticipate changes in marketing environment involves risks, difficulties and uncertainties the customer taste differs, hence the forecast of changes in marketing plans and programs can be attained only by day today reports which involves present condition & demand in the market. In the modern days, the marketers should take the high qualitative & improved steps to satisfy the customers that bring the corner stone to their company other wise; they cannot reach their target customers.

5 This report is the collection of data, information, and things, which are dealing around the market place about the product this report, may the marketer to modify change or to adopt a particular marketing strategy. This project report has aimed at giving details report and marketing strategy and consumer perception of dish TV DTH services.

From the necessary primary as well as second any data collected with the span of time available analysis and interpretation have made conclusion has drawn of the subject. This project report gives analysis of survey findings, methodology adopted & observation made in the improvements of the product from the general point of view. Decision regarding advertising marketing, and marketing mix namely product price promotion, & distribution are made a basis of market research reports.

STATEMENT OF THE STUDY Dish TV is India’s No,1 direct to home company and part of the biggest media conglomerate zee group, dish TV has an its platform 225 channels and services including 21 audio channels with registered 4.5 million subscribers which is going dish TV has a vast distribution network of about 650 distributors & 45,000 dealers that spans around 6500 towns across the country dish TV has 24x7 call canters with 1600 seats in 11 different languages to take care of subscriber requirements at any point of time.

6 OBJECTIVES  To increasing marketing knowledge though preparing these project report & know about marketing activities in practically.  .To know about which factors of dish TV DTH services affecting both consumer & dealers,  To know about present position & competition of dish TV in Hosanagara city.  To point out the resent advertisement & distribution system of dish TV is scented in the present marketing.  To know about problems faced by the authorized dealers of dish TV in Hosanagara city.  To knowing about exact marketing & consumer perception of dish TV.  To analyze the sales performance of dish TV by “Kaveri” electronics.  To know about credit facility of manufacturer agency wholesale or retailers ultimate consumers,  To know consumer & dealer & dealer behavior through this product.  To analysis the performance of dish TV

METHODOLOGY To shape this project report the data is collected from the both primary & secondary sources, there two sources helped a lot to have the comparative study & to know the consumer behavior. Primary data: Primary data means the data, which are collected by personal interview with managers’ branch in change and senior manager & questionnaires with customers & public. Source of secondary data

7  Journals  News papers  Text books  Company’s websites  Company annual report The data collected from primary on secondary sources are analyses and interpreted systematically in the From of statements. Charts graphs and tables.

SCOPE OF THE STUDY The DTH services has become so popular especially dish TV it is deemed to be the best and un launching medium of mass communication entertainment and even for education. However, the scope of this report is restricted to the studies of attitude towards the performance of Dish TV DTH particularly in Hosanagara city.

LIMITATION  The study has restricted of users of dish TV.  The study has done within the Hosanagara city.  The main limitations is marketing this report is time factors.  Due to the lake of constraints and shortage of other resources.  To know about the marketing strategy of dish TV.

8 CHAPTER-2 MARKETING FUNCTION  DEFINITION

 WHAT MARKETING DOES?

 MARKETING MIX POLICY

9 MARKETING FUNCTION

Definition The term marketing has been defined in various ways by different authors, some of them given below. W.J.Staton “Marketing is a total system of interesting business activates designed to palm price promote &distribute want satiating products & services to the present & potential”, E.F.Breach “Marketing is the praless of determining consumers demand for a product or service, motivation its sales & distributing it into ultimate consummation at a profit” U.K.Institute of Marketing “Marketing is the creative management function which primate’s trade and employment by assign consumer needs and initiating research and development of goods and services and determines and direness the nature and scale of the total efforts reared to sale maximum production to the ultimate user”. Philip kotler “Marketing as the set of human activities direct at facilitating and consummating exchange the essence of marketing is exchange of wants with the changing of time definition is prescribed in the past also required modification, We can state the marketing is the praless by which the products are made available to the ultimate consumer from their point of origin. It consists of all those activities, which are ment to ensure the flow of goods &services from the producer to the consumer In economic terms

10 marketing over these activities which relate the creation of time place &possession utility marketing nothing but performance of business activities that direct the flow of goods and services from producer to the consumer.

WHAT MARKETING DOES? It deals available to understand what is include in marketing activates marketing is invariable connected with the insight or research in to customer behavior normally worth customers want need prefers value who the prospects and where they live there income and mode are spending how they make parches decision so on. Marketing deals with the product policy that is what type of products should be manufactured the determination of price & the term of payments are also covered in the production policy the amount of discount to be allowed to the distributor of the products & whether to assists an cash payments or allow the customer deferred payment facilities must also be considered while formulation the product policy Marketing decides the channels of distribution taking in to consideration the availability of the distributor, salesman compensation training of salesmen & placement of salesmen marketing is also concerned with advertising 7promotion example where the advertising should be don an the radio or in magazines or newspapers or not all it also decides the mode of advertising programmers as well as promotional methods and disyllables finally it also feels with the type of organization required for making effectiveness. Thus marketing tries to defines the right type of products in terms of the company’s objectives and attempts to make it available at right place & at the right price with the right promotion all these functions attempts to perform in turns of the consumes at who the activities are aimed this described as

11 consumer ‘orientation’ dictions in these areas are assisted by marketing research.

“MEANING OF MARKETING” Marketing refers to all business activities involved in the determined creation and satisfaction of human wants at fair prizes the meaning of the marketing is studied under two concepts. A. Traditional marketing concepts. B. Modern marketing concepts.

According to traditional marketing concepts marketing refers to the sum total of all those activities, which are related to the flow of goods from the point of origin to the point of consumption, is given importance in traditional concept. According to modern marketing is the process of discovering 7 translating consumers wants into products and services the In turns of helping marking it possible for more and more of their products and services. Modern marketing is consumers oriented it is designed to satisfy the needs requirements and acceptance of the consumer oriented marketing is different job. It is conditioned by two sets of factors, which are as fallows. 1. Controllable factors. 2. Uncontrollable factors.

Controllable factors by two sets of factors which cannot be controlled by organization they includes consumers behaviors, traders behavior competitors behavior and government behaviors.

12 Marketing is very recognized as most significant activities in our society marketing is all around as our very existence our entire economic life style are continuously affected by the wide range of marketing activities. The food we eat the cloths we wear the house that shelter is the comforts we enjoy at our home at work place the wealth and welfare activities which given us peace of mind all these are greatly affected each day by day the marketing system. Marketing can alone can given goods and service us wants and discussed at our doors. Our entire economic life fails to shoulders its main at our doors our entire economic life style to shoulders its main responsibility discovering and serving market demand marketing as achieved total importance because it is interested with the task of creation and delivery of standard of living in society marketing is the vital connecting link between producers and consumers optimum production and optimum consumption can secure optimum standard of living in an economy marketing is directly responsible to maintain equilibrium between mass production and mass consumption.

Function of Marketing Clark & Clark classified marketing function are as follows

Functions of facilitative exchange Function of exchange refroze to the function related to transform of goods from the producers or mexhants to the consumers they include buying and selling

A. Buying & assembling

13 Buying in marketing implies goods by manufactures for using production for re-sale buying refers to purchase of right quality of goods in right quantity at right time from the right source at right price.

B.Assembling Assembling starts only after buying is over. Collection of some type of goods bought from different places at one central point is knows as assembling

Selling is the some total of all those activities that helps in transports of goods from sellers to the buyers at the profitable price selling includes following function a. Production planning b. Contractual function c. Demand creation d. Negotiation Functions of Physical Supply A physical supply function refers to those functions which are connects with the creation of time and place utility this includes Transportation If refers to physical movement of goods from the place of production to the place of consumption transportation is an integral port of marketing. Storage It refers to holding and preserving of goods between the time of their production and time of their use.

Facilitating functions Facilitating function refers to are those marketing function which facilitates process of exchange they includes

14 a. Financing Financing reform to provision of finance for meeting the financial requirement of various activities. b. Risk bearing Marketing involve a number of risks owing of a contingencies there may be determination of goods in water houses or loss by theft or loss by fire they may belong unsolvable. c. Standardization &grading Standardization means establishment standard based on certain physical property of the product standards are set by referring to size co lour shop taste wait etc. Sorting out the goods according to certain standard and classifying them to different groups constitute grading. Accurate and up to data information of the market condition is essential for successful marketing with the help of information many of the marketing policy can be solved or new products can be introduced or policy may be changed.

MARKETING MIX POLICY OR STRATEGY Market mix policy means the choice of marketing methods. In marketing planning, we use marketing information to assess the situation. We have to select the specific marketing targets in the form of market segments for each segment or subdivision of the market we formulate a combination of a number of devices or types of marketing activities that are integrated into a single marketing program to react a particular target or market segment the combination of these marketing methods or devices is known as marketing mix

15 In smiles manner the basic marketing mix is the blending of four inputs which from core of marketing system. The major four elements of marketing mix are 1. Product mix 2. Price mix 3. Promotion mix 4. Distribution

1. Product mix Product mix is the heart of the marketing mix because the product is the most tangible and important single compete of the marketing program, without a product there is nothing to distribute nothing to price and nothing to promote, if the product fails to satisfy consumer demand no additional cost an any of the ingredients of the marketing mix wile improve the products performance in the market place therefore. A product is the engine that pulse the rest of the marketing program. The product mix of a firm has mainly three features namely: 1. The number of the product line of a company having. 2. The number of the products in each product line 3. What are the production requirements? “Before the product is introduced the firm has to decide” a. Quality service design and rate product. b. What where and whom to sell the product. c. The firm should take research and development programme.

If the firm decides to sell the product without any compliant the firm should follow mainly 4 stages of the product mix.

16 a. Quality It is essence for the company to introduce the good quality of the products, which are introduced in the market like various products of the Essel Group “2” company otherwise the company, cannot catch the target market. b. Branding Branding means naming a product for its identification and distinction for marketing strategy a decision on branding circle. The consumer loyalty and product will gain its image in its brand name thus effective branding constitutes the firms marketing strength. A brand distinguishes the product from other completion products protects the interest of the manufactures. If affords an cays way for purchase for consumer. c. Packaging It means wrapping and cropping of goods before they are transported or stored. It is a processed of covering and creating goods in to package. Packing is very important in the marketing mix because the design of the product that attract the distributions to sell of the goods fastly d. Service The service of the product is very essential. Because when the products are damages, day by day the company cannot sell easily. Therefore the service of the product must be good and for long time.

The product mix of Dish TV, DTH Company. 1. Dish TV 500 2000-2001 2. Dish TV 500+1000 2004-2005 [Double] 3. Dish TV thrible 1000 + 200 2008-2009 4. More than 30 millions views 2009-10

17 2 Price mix Price is the unique of marketing mix because the price governs the very feasibility of any marketing programme because it is only element in a marketing mix accounting for demand and sales revenues or income. Before pricing the product the manager of the company should think that whether there is a price which the customer think the product is worth and to estimate the sales value of different prices is important for the customers to purchase the product or not. Therefore, the company to should charge on the price according the quality and services of the product the price mix includes: 1. Basic price 2. Credit price 3. Allowances 4. Transport terms a. Basic price IT is the price fixed to the finished product initial stage . it tends to the equal cost of production for a long period . b. Credit price It is presented by the amount of money necessary for a person to give an exchange for goods and service, which he desires to purchase. c. Allowance Allowances are provided the customers while purchasing the products. An allowances is important because it necessary to attract the customer towards the firm products. Allowances mean discount and other. d. Transport terms The expenses incurred with transporting product from one place to another place there fore the transportation is very important because to satisfy the customer needs there is a need for immediate supply from producer to the final consumer. The price of the product should not be too high or too low because if the price is too high then customers cannot purchase if the price is too two then

18 company cannot earn profit therefore the price of product should be charged according to the situation. “Price mix of dish TV DTH Company” Dish TV Company producing the receiver box and viewing validity card and they sets and charging different prices. Their main intention is to create the customers and satisfy the customers their main intention is to enjoy the customers therefore their slogan is “DISH KARO WISH KARO” The dish TV is producing the different types of viewing cards. The minimum card Rs.100 and maximum card Rs.3600 and receiver box rate is Rs.4000 with 55 channels free and consumer will also enjoy FM channels and first time connection dish TV consumer enjoy the one year free they watch 200 channels in home. In various packages is there South, North, East, and West star plus. Sports plus Movie (+) News (+) & consumer will select the mother language in these packages with law price.

3. Promotion Mix Promotion is one the important variables under marketing mix it is a process of making communication involving, information, persuasion and influences. It communicates marketing information from the manufacturer to consumer users and resellers. Once the product is decided then the product need the demand from consumers for its run and this is done through various methods of promotional mix. “Promotional mix includes” 1) Advertising 2) Publicity

19 PROMOTION MIX OF DISH TV COMPANY It shows the Dish TV company has taken its promotion mix throw various media ‘S’ schemes and other to reach the target customers and to reach their goal. Firstly, they introduced their advertisements in the following methods:  Outdoor  Through Television  Through News Paper  Radio Secondary they introduced some other schemes, which facilitate the distributors and customers to get the product at a cheapest rate. It means by introducing discount rates and bonanza of gifts by purchasing some other products and one get on free schemes. For improving their company, they demonstrated the magic of DTH in public.

DISTRIBUTION MIX The channels of distribution indicate routes or pathway through which goods and services flow, or move from producer to customers when the product is finally ready for the market. It has to be determined what methods and routes will be used to bring the product to the market. Personal selling Sales promotion a) Advertising Advertising is any paid from of non-personal presentation promotion ideas goods or services by an identified sponsor. Advertising is selling in print or printed salesmanship. It is an impersonal salesmanship for mass selling a means of mass communication. b). Publicity

20 Publicity is an important tool of production it refers to news views and the sponsor does normally not pay for message spread through word of mouth among people about the firm and its products of the firm and it. c). Personal selling. Personal selling means oral presentation in a conversation with or more prospective buyers for the making of sales. It is an ability to remove ignorance doubt. Suspicion and objection concerning the usefulness of the product. d) Sales promotion. Sales promotion is other than the advertising publicity and personal selling, an advertising that stimulate customs purchasing and dealer effect evenness such as displays shows and demonstration etc., A Channel of distribution for the product is the route taken by the fettle of goods as they move from the produce to Distribution channels: 1]. Types of Channels 2]. Market Situation

1]. Types of Channels: The channels of distribution are structures. Which is organized and represent a choice among alternative channels of distribution? The various channel used are

“Distribution of consumer goods” A. Manufacture  consumer B Manufacture  retailer  consumer C Manufacture  wholesaler  retailer  consumer D.Manufacture  agent  retailer  consumer E.Manufacture  agent  wholesaler consumer

21 Marketing situation A market should be will situated for the easy reach of the product 7 within the reach of customers. Type of market have been classified based a nature of commodity time 7 nature of business.

Distribution Mix of Dish TV Company The distribution of the dish company has different channels of distribution for its reach of product to the market their distribution starts with the following chart,

Factory

Branch

Authorized dealers

Consumers

22 CHAPTER – 3 COMPANY PROFILE  Back Ground  Process of Development of Dish TV  Management Profile

23 COMPANY PROFILE

Back Ground: Dish is an ESSEL Group venture The Group has earned a name for itself with a vast range of national and Global Business interests that includes media programming broadcasting and distribution Packing entertainment on line Gaming and Telecom In Close synergies with ventures Active in the areas of Content Distribution and Infrastructures Essel Group has always been a pioneer- Zee TV the first Indian Satellite channel sit cable the first MSO Essel World the first theme park play win the first online lottery Essel repack Which is the worlds No.1 in packaging were all Revolution & innovative Concepts in their Respective fields Continuing with the same path- breaking tradition the group now brings you dish TV a whole new day of watching TV The Dish Corporate name and trademark and derived from ever Zee Pencils invited in 1999 (Dish TV Dth Service) By “Subash Chandra” Mr. Chandra in non-Executive chairman of the company and Promoter of ESSEL Group of companies. His industry leading business includes television networks and film entertainment cable systems satellite communications theme parks flexible packaging family entertainment centers and online gaming Mr. Chandra has been the Recipients of Numerous honorary degrees Industry awards and Civil honors Including being named “ Global Indian Entertainment personality of the year by FICCI for 2004 ‘ Business Standards Businessman of the year in 1999’ Entrepreneurs of the year by Ernst and young in 1999 and Enterprise CEO of the year by international Brand Summit The Confederation of Indian industry (CII) Chose Mr. Chandra as the chairman of the CII media committee for two successive years Mr. Chandra

24 has made his mark as an influential philanthropist in India HE set – up TALEEM (Transnational Alternate learning for Emancipation and Improvement through multimedia) an organization which seeks to provides access to Quality education and to promote Research in various disciplines Relating to health and family life Social and cultural anthropology, communication and Media He is also the trustee for the Global VIPs Anna Foundation a trust set up for helping people in spiritualuplitment A Part from the company Mr. Chandra holds directorship in 7 other Indian Public limited companies 1) Zee Entertainment Enterprises Ltd. 2) Zee News Ltd. 3) Essel Propack Ltd. 4) Wire & Wireless (India0 Ltd. 5) ETC networks 6) Essel infroprojects Ltd. 7) Agrain, satellite services Ltd.

Mr. Chandra holds 500.000 equity shares comprising 12% of the paid up capital in the company

 Business Philosophy They do not seek merely to expand their business volume Rather they are dedicated to the use of their unique innovative technology to contribute to the cultural benefits and welfare of people throughout the world It is the intention of the Dish TV company to grow hand in hand their employees and dealers encouraging and aiding them to Reach their full in potentials and improve their standard of living

25 Their future prosperity is directly linked to the prosperity of the customer’s dealers and shareholders indeed the entire Zee family. Zee Corporation and Dish TV India limited are dedicated to two principles ideas  Sincerity & Creativity By committing ourselves to these ideas, we can drive genuine satisfaction from our work while making meaning full contribution to society. Sincerity is a virtue fundament to humanity always be since or sincere harmony brings strength, trust each other and work together politeness is merit always be courteous respect full Creativity prompt progresses remain constantly aware of the need to innovate and improve courage is the basis of Rewarding life accept every challenge with a positive attitude “To do business you must accumulate five things”  Trust ( By being honest)  Capital (By saving money )  Public serving (By being thankful)  Personnel ( By training good employees)  Customers ( By having money people you count on”)

Mr. Chandra Founder Dish TV

Today with the 11 years of experience, the dish TV Company has solidly established its position in the electronic and entertainment dish TV industry. Its spectacular growth is reflected in its modern and comprehensive manufacturing in fracture that harnesses the power of superior and better performance to mass

26  Eanhostar History Eanhostar is a satellite it is always working for dish TV. It have continued to demonstrate our entrepreneurial sprit by achieving many significant industry first through our working history

 First to offer an integrated receiver descrambled (IRD) for c- land satellite Tv  First Satellite TV company (Dish TV) to offer local channels though satellite Receiver  First to control & to develop a UHF Remote control  First in TV industry to develop and later marketing integrated satellite Receiver and Digital Video Recorder  First to Reach industry milestone of 1 million Digital Video Records on the market  First satellite TV company to offer local channels in all (30) sates  First in India to use interactive TV technology to a high definition  First in the pay- TV industry to offer 100 international language channels Picture –in Picture mosaic for coverage of the world cup cricket and Olympics Game  First to introduce multi- room Satellite TV Receiver that Records  Working for Eanhostar Here, you Can move faster change your role often, and shape your carrier in limitless ways these is nothing static about our organization, and we encourage and expect constant growth Development in our employees. 1. Corporate & Technical

27 Our Professional employs change traditional approaches to the communication and entertainment business and each activity participate in our vision to change the way of world communicates our corporate and technical environments are competitive ambitions and Risk taking and each Professional employee can define their own career patch and enjoy the high- level executive visibility.

2. Customer service center Dish network’s customer Service centers provides award – winning excellent customer service to millions of customers, 24hous- a day 7 days a week our customers’ service and technical service representatives strive to constantly delight customers by providing theme with quality experiences caring creativity commitment competence and communication.

3. Installation & Field Operations Dish Net Work Services (DNS) is the installation & service division for Dish TV we do must begin and end with the customer experience we provide training and education that ensue one call, one trip Resolution we develop and motivate our team by ensuring opportunities our field service technicians work hard in all kings of whether to provide installation of equipment and teach our customers how to use their state-of the are dish Satellite TV Systems our technicians are supported by many other DNS employees including dispatchers trainers quality assurance specialists, inventory specialists and operational analysts and managers

28 Process of Development of Dish TV Dear Stakeholders,

The DTH category in India, though nascent, is going through an explosive pace of evolution. Your Company is placed at a vantage position as we enter into yet another exciting phase that will see even steeper escalation across metrics. The year gone by has given us revenue of Rs 4170 million, a growth of over 116 % over the previous year, driven by a rapidly growing base of subscribers, higherARPU’s and wider revenue streams. We ended the fiscal with a registered subscriber base of 3.4 million and a 59% market share in the category. Of this,1.04 million subscribers came on board in the current year, a commendable acquisition record, despite the emergence of added competition.

In a growing business, where resource enhancement is a must, it is noteworthy that the higher pace of revenue growth has been complemented with a slower increment in expenses at 66% during the year, through cost effectiveness and optimum utilization of existing infrastructure. Further, the EBIDTA loss has been restricted to 53% of revenue, as against 99% of revenue in the previous year.

The width of our content continues to maintain a commanding position in the category, with 205 digital channels and services being carried today. Of this 30 new channels have been augmented in the current fiscal. Being a harbinger of entertainment for our viewers, superior quality and quantity of content remains at the core of our product strategy.

The category has expanded by 34% this year whilst your company has achieved a heartening market share of 47% during the year, among three

29 players. Going forward too, spurred by the entry of more competition, we would continue to drive acquisitions at an even heightened momentum.

As the country readies up for a hectic phase of digitization, DTH revenues are estimated to grow exponentially to a staggering Rs 200,000 million in FY12. This buoyant demand will be boosted by India’s consumption boom and rising disposable incomes, specially on non-food items and leisure, particularly media. A dearth of entertainment options outside the home, coupled with better services and offerings will be the key demand drivers for DTH. The Indian Government’s push to introduce addressability of C&S homes on pay TV platforms, is a near term catalyst. Though the Indian DTH industry is expected to mirror the telecom growth story, it is distinct too. The variance stems from the content cost element in DTH which leads to dependence on higher ARPU’s for recovery of EBIDTA margins. Your company is already experiencing a gradual improvement in ARPU through a two tiered approach. Firstly, by segmenting the consumer needs into 4 different price points, with distinct content consumption. The second stride, initiated recently, is to graduate every subscriber into usage of VAS and a-la-carte services.

Brand – The brand dish has made large strides this year. Faced with the mission of aspiring faster adoption of cable users into the DTH fold, dish TV’s proposition of shaking people from their inertia, cajoling them to stop accepting mediocrity and coaxing them to move towards the best, with the promise of quality entertainment, has been a huge success. Our brand ambassador, Mr. Shah Rukh Khan, has taken the message to mass markets very effectively.

30 Riding the wave of higher recall and affinity, both sales and brand metrics have looked uphill. The year has also seen an extension of the brand identity to integrate our Zee group lineage. The transition to the new guise has been incorporated into every element of communication and consciously made salient across media and audiences.

Distribution – Your brand today leads the category through an expansive presence across 5200 markets. With 575 distributors and 45,000 dealers in our fold, we are never too far from our customers. The introduction of our experience zones called dish shoppees has further built our capability to serve them full circle from sales to renewals to service resolution etc. Yet another accomplishment of the year has come from the corporate vertical with tie-ups maturing with leading durable brands, large format retailers and IT companies.

Product – The Indian media space is witness to tremendous expansion and fragmentation of viewing patterns, which is paving the way for newer entrants to launch a plethora of new channels, narrowly tailored for varying consumer segments. Our endeavor and feat in being able to provide every consumer, a full platter in his language, irrespective of where he resides, is at the heart of our product promise.

Your company has introduced 30 new channels and services this year along with new features that expand the scope of TV far beyond a mere entertainment provider. dishtv aspires to become an indispensable part of its viewers’ lives through services such as - Play jam, astrology - Astor active, education - from MiniKids for preschoolers to Topper TV for board exams, quizzing Quiz, all these in interactive forms, transforming TV viewing from a passive to an active experience.

31 Technology & Innovation – In a rapidly evolving future, innovation is the key driver to shape the future and sustain a competitive edge. The launch of dish VGA that makes live television come alive on computers has been one such breakthrough product. Our mobile dish is now available on the Indian railways, our in-flight presence on Kingfisher has expanded to nearly its entire fleet.

Moreover, the dishtv platform has seen the introduction of newer technology initiatives such as the new multi-function user-friendly remote with single touch buttons for user services, the my account page where subscribers can access their dishtv account info at all times on the TV screen, daily decrement for ease of payment of renewals in any denomination etc., all of which have made life easier for our subscribers.

Subscriber Services – The year gone by has seen ingenuity and resourcefulness driving our service delivery. Your company’s network of over 350 dish care centers and service franchisees now covers 120 + cities. A mammoth army of over 25,000 skilled personnel work 24*7 to deliver upon subscribers’ wishes, either at the end of a phone line or at the customers’ door- step.

A new consolidated 1600 seat call centre facility with state of the art technology has been set up at Noida to enhance our capability to serve our customers, with instant real time resolutions. A new program towards welcoming new subscribers titled ‘on-board calling’ has become a key differentiator of our installation & service delivery.

Organization & Infrastructure – Adequate investments have been made, during the course of the year, in building facilities and an empowered team.. A new corporate office that houses all major functions, 7 multifunctional zones,

32 11 branch offices and CFA’s with a sturdy supply chain and logistics infrastructure are some of those.

Whilst expansion and new talent acquisition are integral, your company is also arming itself through befitting training and development projects to ensure the building of a capable enterprise. The Hay Group, an internationally renowned HR Consultancy firm, has led a program on performance management & must win battles. Customer centricity and team building workshops have been conducted across the top and middle management during the year.

Leveraging the width of our capacity and the interactive nature of our platform, we see the emergence of newer revenue streams through avenues such as bandwidth charges and advertising opportunities. We move forward with an optimism and determination of high performance expectancy from the current year. As the process of digitization gathers momentum, we will continue to lead from the front, powered by the talent of our people and the resilience of our business model. I thank you all, our customers, our team and our stakeholders for your ongoing trust, confidence and support as we move to the next exciting phase in the DTH chapter. My assurance goes out to you that we will make every effort to ensure that Dish tv remains a promising value proposition for you.

33 “MANAGEMENT – PROFILE” Management – Dish TV India NAME: Designation SUBHASH CHANDRA Chairman / Chair Person ASHOK KURIEN Non- Executive Director BHAGWAN PASS NARANG Non- Exe.Indep. Director RERIC ZINTERHOFES Non- Exe.Indep. Director ARUN KUMAR C.E.O JEWAHAR LAL GEOEL Managing Director ARUN DUGGAL Non- Exe Inden.Director PRITHAM SINGH Non- Exe Inden.Director MINTOO BHANDRI Alternate Director

34 CHAPTER –4 FIRM PROFILE  Introduction  Establishment  Location  Owner  Objectives  Means of finance  Price &sales analysis  Marketing mix

35 FIRM PROFILE

Introduction: This Chapter is specially refers to Nandi Gass shop this is how it got its existence and the electronic shop and it deals with various aspects of the shop such as its establishment location objective capital & investment,

Establishment: Nandi Gass shop was established in 24 Sept 1996 The initial capital invested at the time was RS 4,00,00 And Extra 20000 for Building Advance total investment is 600000 This electronics shop is the first DTH TV Sale Shop in Hosanagara their aim is to give good consumer service And they like to put then tire products in one shop is the first DTH TV sale shop in in Hosanagara their aim is to give good consumer service and they like to put then tire DTH products in one shop electronic shop has sales tax Registered from the commercial tax office their K.S.T number is 80029556 and CST Number is 86075229 & PIN number is 29890000735

Owner: This shop is managing by the owner there is no partner the owner is Mr. Ambika Sony. She is a graduate there is no employees She maintain the shop

Location This shop is located in a rented building in Nehru road in Hosanagara this shop is located in such way that is convenient to al the people this shop is very near to market and also near to Bus- Stand it is also in Residence area, After the seeing the shop we know that it is main hub of all the customer the Present adders of Nandi Gass shop

36 KAVERI ELECTRONIC BASAVESWARA ARCADE NEHRU ROAD HOSANAGARA-577 201

This shop is gradually increasing its business because its hard work and intelligence of the owners the owners increased business tactics have given tremendous sales and boon to there business. The Shop having good names and population in the city for its efficient services the shop is successful in scaring good demand in Hosanagara for electronics products the owner working will full of its efforts by meeting the demand of Hosanagara city it has earned high good will and eruption among the customers

Objective: The must important objective of every business is to earn a profits to employee themselves in the business the main objective of Nandi Gass Shop is to provide a Better Service to the customers so consumer satisfaction is also very important objective IT increase sales and automatically increases Profile.

Means of Finance: The initial investment shop is Rs. -6,00,000 Sales & price Analysis Since Nandi Gass is Situated in the middle of Hosanagara city is enjoys the good sales potentialities various DTH company like Dish TV. Big. TV, TATA SKY and Electronics items etc.,

Marketing of Nandi Gass:

37 The Marketing of my firm is controlled internal factors controllable source are those which are with in the hold of an organization they are product price product and distribution. The blending of these controllable factors viz products price promotion and distribution into a marketing plan is called of a firm according to Philip kotler marketing mix is the set controllable variables that the firm can use to influence the buyers response This shop has devise to marketing mix every effectively. It has been marketing adjustment in It marking mix stagy when there are changes in external factors like buyer’s behavior and competitors behavior and government behavior The marketing strategy of the firm is as follows

1) Product The Concern leads with most of the all company DTH products and all types computers. a) Big TV Dish TV TATA SKY SUN DIRECT b) H.P Acer Compaq Appeal Samsung 2) Price The Manufacturing companies themselves do price of the product they recommended by the selling prices for their products, which includes his commission of the cleaner 3) Promotion and distribution Manufacturing Companies not proves advertising facilities like TV news adds magazines journals the company take promotions works Still the Nandi Gass are introduces and convince to the customers to purchase the Dish TV

38 CHAPTER –5 ADVERTISING IN MARKETING  Advertising  Creation of Advertising  Media Selection

39 ADVERTISING MARKETING Advertising – Any paid presentation and promotion of ideas goods or services by an identified sponsor examples:-print, Ads, Radio, television, Bill board, direct mail brochures and catalogs signs in-store displays posters motion pictures web pages banner ads and email According to institute of practitioners, in advertising [IMP] the trade body and professional instate of advertising in the UK. It is a means of providing the most persuasive possible selling message to the right prospects at the lowest possible cost. In simple words advertising is a paid from of non-personal presentation of goods or services by an identified sponsor to reach out to maximum number of audiences. Individuals and business firms promote goods services ideas issues corporate message and people though advertisement. “Some important benefits of advertising to the company” Advertisement create awareness interest and desire for product and services in customers to buy them, o Advertising is cost efficient as advertisement and can reach a vast number of audiences simulate outlay. o The message can be repeated several time there by creating an impact and the mind of a customer.

“For example” It is the collets one “Reminds us of keluinator refrigerators” o Advertising a product in a certain way can add to its value. o It help in boosting the purchased it [advertising] Reassures the customers about the purchase decision thus helping in reducing the post purchased dissonance it any. o Advertising helps inn changing the customer’s perception of A product.

40 o It supports the activities of a distribution network of the firm by creating demand & encouraging purchase though pull strategy. o It helps in marketing the job of the sales force easier by creating awareness among potential customers. o Advertisement helps in offsetting the competitors’ advertisements. o Advertisement also helps in building a strong image of a product or brand apart from increasing its sales.

CREATION OF ADVERTISEMENT There are two parts of an advertising copy: 1) Advertising theme. The theme is the central idea around which the advertisement is created it represents a specific point of view or idea to be stressed in the advertisement it can, arouse desire and induce action an the part of customers. It is the heart and soul Advertising copy or message.

There are various appeals used in advertisement to sell your product or service. The selection of theme is usually made by means of consumer study and research we have the fallowing common theme with which advertising massage can be effectively communicated beauty, pride, health comfort economy fear, emulation distinction, love & affection, ease in operation good in performance etc.. The theme points out the most important reason or best quality performance leading to the purchase of a certain product or service. It is a theme based an human emotion, felling, sentements.need and desires. A good theme will aim at a basic buying motive. Attract the right group of prospective logically with the product and its quality and be capable being used in multiple media.

41 2) ADVERTISING LAYOUT: Headline: Headline must put forth the main theme in a few words. It should be clear simple. Short and attractive to hold attention of the prospect. It should reflect the contents of advertisement and guide the prospect properly. It my show a promise or a reward and induce promote action. It should be printed in prominent manner. Illustrations: They provide line drawing, cartoons, pictures, symbols, photography for attracting attention, creating. Interest and and arousing resire Illustration is the best and most effective way of communication of idea at a glance. Colours: It is an important ingredient of an advertisement colour has great attention attraction power. Judicious bending colours can evoke emotional reaction, which cannot be created by mere description. Each colour has individuals meaning and significant in communication of ideas nature reflects its beauty in colours. Red green and blank are most popular colours used in advertisement. Body copy of text:

It is the advertising message proper. It is called the heart of advertising copy . it is the sales talk performing AIDA function of salesmanship it will point out the product where it can be secured what benefits to convince the prospects. The body copy explains and develops the ideas presented in the headline. Slogan

A slogan should be a fundamental sales argument for a product or service expressed in a few words. It should be original and remember able. Should contain the brand name and the name of the company.

42 Advertising lay out deals with proper and attractive physical arrangement for the best presentation of the message or sales communication. A visual lay out of an advertisement has the above elements.

“Essentials of good advertisement” A GOOD advertisement right message communicated though a right media. It must reach the right people that too at the right time and at the right cost. The task assigned to the advertisement can be successfully fulfilled when. o It is seen by the desired prospects. o It is read by them with interest. o It is properly understood by them exactly as the advertisement wants. o It is believed by them and it wins their confidence and trust. “Testing of advertisement ” o The copy testing. o The media testing.

The copy testing: Copy testing enables advertiser to determine the best way of presenting the selected appears. The sales volume test attempts to measures the effectiveness of advertising in which advertising is used in one city and none in the other. Other components of marketing mix are kept constant in all cities.

Media testing “Media choice is determined by a number of factors such as” o Number of reader / viewers /listeners. o Features of audience- education, sex, income, family size ect o Relative cost of various media of advertisement the most effective media for conveying the appeal or message to the prospects.

1. MEDIA SELECTION In marketing media decision, we have to consider the following factors.

43 o The financial allocation for advertising. o The nature of the product and the demand for it. o The type of prospects their location and other features. o The nature of competition and the extent of coverage required. o Cost of media, cooperation and promotional aids offered by media, media circulation.

CHARACTERISTICS OF IMPORTANT MEDIA Mural Advertising: Mural advertising has long life. It has a general and wide appeal. It can attract attention of numerous people. It is good to remind prospects an advertiser has the sample to use his skill and in advertising. Press Advertising. Newspaper has a general and wide appeal. It is very common method of publicity newspapers have are flexible and timely repeat advertising is possible public change in size and contents is also easy selective advertising to some extent is available. Effectiveness of advertising newspapers offers promotional assistances they are the best source of market information.

Newspapers are truly a way of life to the literate people. They have short closing times closing times refer to the period before publication when the copy must be submitted for newspapers this period is only 24 hrs. The adage seeing a believing is applicable to press advertisement. It offers greater prestige and believability.

Film advertising

It has a wide appeal. It can overcome language barriers. Audio-visual has maximum impact an audiences sound and sight both employed for the communicating our message repeat advertising is possible however both cost of production as well as cost of distribution of slides and films are quite high

44 selective advertising is not possible effectiveness cannot be measured waste in film publicity can be considerable.

Radio advertising

Radio has the shortest closing times. Radio uses only an signal the copy can be submitted up to airtime announcement can be made very quick it can be secure dealer support it has a very wide appeal. It is suitable even for illiterate people repeat message radio cannot permit selective advertising. It cannot be give detailed information. It has law memory value people remember for more of what they see than of what they hear. Its cost is high it may not very effective as listeners may not like it.

45 Television Advertisement Television use both video and audio signals Television has all the advantages of Radio namely sound and explanation plus the additional advantages of sight it can appeal through ear as well a eye product can be demonstrated with explanation Television reaches the audiences almost like personal fact-to-fact contact. To that extent it is just like personal sales man ship full opportunity exists for products demonstration and the amplification for selling points with audio presentation It is Really a wonderful means of mass communication for creating market television combines ale of the elements of communication Illustration Music Spoken words Written words We can have short commercials as well as sponsored programmes combing entertainment with advertisement it Represents typical combination of sales man ship and advertising

Transit Advertising It consists of car- card advertising which is located within buses subways railway and outside displays which appear an the fronts sides and backs Of buses or other public transport and at transportation terminals transits adverting is the lowers –cost media it gives geographic selectivity and It has high readership It can reach pedestrians and traveling public hewer non riders are not exposed to car-cards located inside the vehicle car –cards have small size and they can carry only short copy transit advertising is limited in quantity by the number of public vehicles in operation

46 Direct mail Direct mail is any advertising sent by mail (postal transmission) including sales letters folders pamphlets lets booklets catalogues and the like Direct mail is the most personal and selective media It reaches only the desired prospects It has minimum waste in circulation the Advertising copy can be very flexible It has maximum possible personnel features even without personal contact it can provides detailed information about the product or services crating lasting impression its effectiveness is measurable it can be timed as per advertises will it has maximum personal appeal it can take any size shape or form permitted by the post office it is not in direct competition with the Rival’s matter extensive testing can be done an the product price appeal or other factors before the entire mailing is sent out the results of direct mail advertising can be cheeked by means of an offers incorporated in the mailing However direct mail is costly we may not have proper mailing list Advertising specialties These includes a wide varies of items such as calendars books matched pens pencils knives key rings dairies monopods catogal linger blotters proper weights purse ranhats and son an they are give to advertising targets without cost are obligation adverts name address phone number and a short sales message are imprinted an the item the advertiser are reminder type of promotion it is hoped that they will lead to customers orders and Re-orders However they have limited space available for sales message they are also costly Point of purchase advertising It really Represents sales promotions devise it covers that display metal used in advertising programme such point of purchase material may include

47 advertising on the package window banners shelf talk errs half tags package suffers information folder and bllikts and such other displaying materials

“ADVERTISING AGENCIES” A company can handle an advertising campaign on its own or it can hire the services of an advertising agency but the advertising job has become so complex that almost all businesses prefer to engage advertising agencies AD adverting agencies a firm which specializes in developing and running advertising campaigns through carious media they usually charge percentage of the total cost of running a campaign as a commission for their services. Ad agencies in India Every day more than 10.000 brands are advertised in India through various media for example the news papers industry alone has more than 990 publications that are widely circulated in more then 18 different languages hence the growth & availability of media alternatives and various media vehicles has paved the way for growth of advertising many form take the help of advertising agencies in developing and running their advertising campaigns

Advertising Agencies Category Company Agencies Food Amul Lacuna Media Dish TV St Luke s Automotive Hero Honda J w t Automotive Mitsubishis lancer Mudra Textileand apparel Coio plus Rubben Textileand apparel Dark avenue Ambiencw publics Automotive tyres Apollo Everest Automotive Camry dentsu The List of the celebrity brand endorsers and associated brands

Name of endorsers Name of the company A R Rahman Airtel

48 Mhendra Doni Pepsi dish TV Sonata Saschin Boost visa cards Pepsi mrf airtel Rahul Dravid Kissan jam castorl mrf Gangully Britinnia sona chandi chawanprash P T Usha National integration Aamir Khan Coca-cola Hritik Roshan Coca-cola Yuvraj Singh Everdaybatteries pepsi Shahruk Khan Dish tv omega watches Pepsi airtel santro

Developing advertising programs 1 identifying the target markets 2 specify the advertising objectives 3 set the advertising budget 4 develop the advertising message 5 measures the advertising effectiveness 6 scdule the advertising campaign 7 select the media The five MS of advertisement Mission A .Mission Sales goles Objectives B .Money Stage in plc Market shares Completion Product substantiality C .Message Generation

49 Evolution Selection Execution Social responsibility review D . Media Reach frequency impact Major media types Geographical media alteration E . Measurement Communication impact Sales impact

50 CHAPTER –6 ABOUT DISH DTH SERVICE

 Dish TV Equipment  Product Overview  Comparisons B/W Other DTH Services

51 ABOUT DISH TV DTH SERVICES Dish Network Today dish network remains the lowest all –digital TV choice in American and most recently introduced the Dish player – DVR 942 the first multi-room satellite Receiver that can record in high definition But then that’s nothing new echo star has been full of firsts each year each star and Dish network have reaffirmed sanding by realizing new levels of services and cutting edge of technology partnering with communication masters such as SBC and Earthlink Dish network has been able to after even grater discounts and services in the form of bundled packages ranked No. 1 in customer satisfaction among cable/Satellite T V Subscribed by J.D Power and associates Dish network reached their 2.j (Dish TV) and their 10 millionth 2009 and boosts in impressive satellite network with capability to provides hundreds of channels of digital video audio and data service via Dish network service to homes business and schools throughout the all countries especially united states with over 20.000 employs echostar and Dish network remain dedicated to the delivery and advance meant of direct broadcast satellite worldwide The satellite industry continues to grow and expand creating new opportunities and exciting innovative technologies high definition television and digital video recorder are just two great examples of how far a little intently can take you Dish network recognizes this unlimited potential in

52 satellite broad casting and continues to look ahead exploring new services and programming choice for its customers with passage of the satellite home viewer extension and reauthorization ACT of 2004 (SHE VERA ) Dish net work anticipate the possibility of distant high definition TV network with the next few years Whatever the future holds there are two things you can be sure of its bound to be exciting and enchostar and Dish network will continuer to lead the pack

 ABOUT DISH TV Dish TV is India first direct to home entertainment service that has digitalized Indian entertainment to bring to your home the best in television viewing through the latest in digital technology it is not only broadcasts high quality programmers straight from the satellite to our home but also gives you absolute and complete control of what you watch and pay for it is almost like having your own satellite up in the sky With dish TV can unless the true potential of your high end television set and complete your TV viewing experience with true DVD Quality If you are a connoisseur of good sound then make sure you experience truly stereophonic sound effect which only dish TV can bring to your home Dish TV takes television viewing to the next level as it supports various fantastic features like electronic program guide parental lock capacity up to 400 channels games interactive TV Movie an demand etc.,

1) Dish TV Equipments Am buying a dish TV connections our trained service professional install a set of hardware known as c p e customer premise equipment at your

53 premise the equipments receives the signals from the satellite and decrepit them to bring your the e best of quality entertainment

A) Dish Antenna Dish TV has a small k u-band satellite dish antenna of approximately 60cm diameter it is equipped with a LNB low noise block that receives and amplifies the signal, which is then transmitted to the dig box b) DIGI BOX Also known as set top box the dig box is a small sized digital decoder it receives the required signals from the dish antenna and decodes it every dig box has unique serial number the dig box comes along with remote that makes it easy to operate & use various features that the dig box offers c) VIEWING CARD To begin using dish TV a viewing card resembling a SIM card of mobile phone needs to be immediately activated right after the installation every card has a unique number of 11 digits followed by a hyper and digit for E.g. 015000/2345-1 you will need to refer to this number in all your communication with us.

 Getting Started

54 The dish antenna is installed at an appropriate location on the roof (terrace /balcony or suitable location) it is connected to the Dig box through a cable which in turn is linked to the television set the viewing card is inserted into a slot in the dig box the encrypted TV signals are received from the satellite on the dish Antenna and are transmitted to the dig box the viewing card decodes these signals and brings your favorites channels in clear pictures and sound

2) PRODUCT OVERVIEW

The Digital set top box is referred to as “DSTB” the Digital set top Box (DSTB) is designed for using digital channel reception for digital satellite service enjoy the rich choice of different channels transmitting a large range of culture sports cinema news events etc

DVB (Digital Video broadcasting) “front View” 1) Smart card slot : Insert a smartcard fully into the slot 2) Slots for CI module : Insert the proper CI module fully into the slot 3) On/Stand – By

55 : Switch the DSTB to an or stand by 4) Channel up/Down : Channel Up/Down “Rear view” 1. Ant in : Connected this to a terrestrial antenna 2. TV Out : Use this for the Connection of a TV or VCR 3. RCA Audio Connector : Connected this to a Stereo Set (TV V.C.R) 4. RCA Video Connector : Connected this to a dish antenna to relives the digital broad composite video input of the TV 5. IF In Connected this to a dish antenna to receive the digital broadcasts 6. IF OUT : Use this for loop through cable 7 Serial Port : Connect this to the communication port of a pc to update DSTB ACCESSORIES 1. RCA CABLE : 1EA

2. RF CABLE : 1EA

3. BATTERIES : 2EA

4. Remote Control Unit : 1ea

56 Features of Dish TV DTH Services 1. Digital Picture quality: The exceptional digital and Direct to home transmission ensures you watch all your favorite Programmers with true digital picture quality 2. Stereophonic Sound : With dish TV, you are in for a rare audio delight the digital transmission treats your ears to a true the after experience by providing awesome stereophonic 3. Geographic mobility : No Matter which part of the country you are in or moving to dish TV with its all India coverage ensures direct signals wherever you are now while moving your home your digital entertainment moves along with you 4. Uninterrupted viewing: With dish at your home as long as your equipment is connected to a power source you can enjoy uninterrupted transmission of your favorite programmes 5. Video Games: Now forget the video games parlor and enjoy the games Right in your home Get the existing action packed video games and fee the joy of playing together with your family. 6. Capacity up to 400 channels: The dish plate can serve you up to 400 entertaining channels keep being added regularly to enhance your family entertainment. 7. The Power of digital entertainment: A) The power of Digital viewing B) The power of Technology C) The power of control The power of Exclusivity 8. Personal video Recorder: High end dig boxes would carry a personal video recorder with built in memory capacity these degi boxes would

57 enable unique features your TV like pausing live TV Recording one channel wile watching another storing in demand movies in your dig box to view at your conveniences & so on. 9. Child lock: Practices discretion by licking certain channels uses the password system 10. Time Function: It allows you to set on / off for your favorite television program

OTHER IMPORTANT FEATURES

 MPEG – II Video {MP@ML}  MPEG – I Audio layer 1,layer 2  MPEG – II Digital & fully DVB compliant  Support open TV middleware  Capable of interfacing the CAM Of DVB common interface standard  Embedded CONAN with one smart card reader  Superb on-screen graphics with 256 colorful resolution  Plug &ply installing program setup  LD quality video, CD quality audio  Varity of LNB polarity control; 13/18v, 0/22HZ tone  Displays signal level to setup the satellite antenna with ease  Power recovery function  64-step volume control  Powerful editing facilities; P I Ds, TV or radio channel, channel name, satellite name/transponders  Subtitle supported  Tele text supported by IRD& VBI insertion of TV

58  Favorite channel function  SCPC/MCPC receivable from C/Ku – band satellites  User – friendly OSG menu with full function  Last channel memory function  Variable aspect ratio – 4:3 (center, letter box), 16:9  EPG for on screen channel information  Parental lock  Multi – lingual function  Total 6.000 channels programmable  Channel storing for multi – satellite  Receiver – to –receiver function for program and data transmission through RS232

59 Dish TV packages for Rest of India (Silver saver pack, Gold saver pack, Platinum pack, Child pack, Titanium pack)

 Silver pack

Charges for this pack are Rs. 125 per month for which 160+ channels & services. In this package, 12 channels under general entertainment division, 3 under movies, 17 under news, 1 under business news, 7 under music, 4 under lifestyle/fashion, 1 under infotainment, 1 under sports, 8 under devotional, 5 under educational, 48 under regional, 3 under international and 12 channels under DD regional division are provided.

 Silver saver pack

Charges for this pack are Rs. 150 per month for which 165+ channels & services. In this package, 12 channels under general entertainment division, 6 under movies, 17 under news, 1 under business news, 7 under music, 4 under lifestyle/fashion, 1 under kids, 1 under infotainment, 1 under sports, 8 under

60 devotional, 5 under educational, 50 under regional, 3 under international and 12 channels under DD regional division are provided.

 Gold pack

Charges for this pack are Rs. 210 per month for which 182+ channels & services. In this package, 15 channels under general entertainment division, 7 under movies, 17 under news, 1 under business news, 7 under music, 4 under lifestyle/fashion, 7 under kids, 5 under infotainment, 6 under sports, 8 under devotional, 5 under educational, 51 under regional, 3 under international and 12 channels under DD regional division are provided.

 Gold saver pack

Charges for this pack are Rs. 270 per month for which 189+ channels & services. In this package, 16 channels under general entertainment division, 10 under movies, 17 under news, 1 under business news, 7 under music, 4 under lifestyle/fashion, 7 under kids, 5 under infotainment, 6 under sports, 8 under devotional, 5 under educational, 51 under regional, 3 under international and 12 channels under DD regional division are provided.

 Platinum pack

Charges for this pack are Rs. 325 per month for which 208+ channels & services. In this package, 19 channels under general entertainment division, 13 under movies, 22 under news, 6 under business news, 10 under music, 6 under lifestyle/fashion, 7 under kids, 6 under infotainment, 6 under sports, 8 under devotional, 5 under educational, 51 under regional, 3 under international and 12 channels under DD regional division are provided.

 Child pack

61 Charges for this pack are Rs. 170 per month for 28 cities and Rs. 230 for other cities, for which 208 + channels & services. In this package, 19 channels under general entertainment division, 13 under movies, 22 under news, 6 under business news, 10 under music, 6 under lifestyle/fashion, 7 under kids, 6 under infotainment, 6 under sports, 8 under devotional, 5 under educational, 51 under regional, 3 under international and 12 channels under DD regional division are provided.

 Titanium pack

Charges for this pack are Rs. 3590 per year for which 210 + channels & services. In this package, 19 channels under general entertainment division, 15 under movies, 22 under news, 7 under business news, 10 under music, 6 under lifestyle/fashion, 7 under kids, 6 under infotainment, 6 under sports, 8 under devotional, 5 under educational, 51 under regional, 3 under international and 12 channels under DD regional division are provided.

62 COMPARISONS BETWEEN OTHER DTH SERVICES

DD DIRECT PLUS :

1. DD Direct Plus is India’s first and only DTH service that offers its services absolutely free of cost. No monthly subscriptions to be paid when you are with DD Direct Plus. 2. Small one-time initial investment on STB and Dish and you can use it life- long.

3. Apart from all DD chs, DD Direct Plus offers several popular private FTA (Free-To-Air) chs.

4. As a bonus, DD Direct Plus also offers additional chs, from Dish TV’s satellite which are FTA from time to time.

Dish TV :

1. The biggest advantage of Dish TV is its cost. (For old or existing customers at this point). It offers most of the popular chs at low cost. The highest pack costs Rs.325 per month, after which only 1 or 2 add-on packs are required to all almost all chs, unlike other DTH where you need several Add-on packs even after subscribing to the highest pack. 2. Dish TV’s satellite being located very near to DD Direct Plus’s satellite, all Dish TV users enjoy the complete chs offering of DD Direct Plus as well. So any new ch added in DD Direct Plus automatically is added to Dish TV channel offering.

63 3. The software of Dish TV STBs is stable now. This makes the switching speed between chs fast. Also very less hang-ups of STBs reported till now. Thanks to Dish TV STBs’ great software.

4. Only Dish TV gives its users access to exclusive never-before seen international channels, which are not available even in cable till now. The platter includes MGM, TCM and Boomerang. Airtel Digital TV provides MGM India unlike Dish TV which still carries the direct international feed of MGM.

5. Several new channels added recently are provided at no extra cost for the highest pack users, except for a few chs. (Currently only for existing or old customers). Whereas other DTH operators, have added the new launches in separate Add-on Packs.

6. Dish TV has a good no of Transponders to offer more chs to its users, including the recently contracted Protostar which means more chs for its customers

64 Tata Sky:

1. India’s first and only DTH service to have made a joint venture with a reputed international DTH brand, Sky, which is famous for its exquisite technology. 2. The audio and video quality of TataSky stands up to the expectations of its users. Customers have reported about TataSky’s true DVD quality picture and CD quality sound.

3. Only TataSky gives its users an exclusive access to some authentic international channels which includes BBC Entertainment and Ceebebies.

4. TataSky offers uniform volume level across all channels, unlike other DTH services where the volume level keep varying with each ch.

5. The STB of TataSky is stable enough. There has been very less or no reports of TataSky STB bugs or issues till date.

6. TataSky users argue that its Customer Service is satisfactory. Issues are addressed on time and the after-sales support is great.

65 Reliance Big TV :

1. Big TV is has incorporated MPEG-4 technology unlike other DTH who are still on MPEG-2. The most basic difference between the two is that MPEG-4 is capable of carrying more chs in its offerings, which means more chs can be added within a short span of time. After Dish TV, Big TV offers the highest no of chs. 2. Another merit of Big TV is its awesome picture and audio quality, which are much better than any other existing DTH. For the first time, a DTH that lives up to the expectations for a true digital quality experience.

3. Big TV is perhaps the only DTH that offers several chs in its base pack. In fact, Big TV’s package and pricing is absolutely tailor-made to suit the exact needs of the customers. With this advantage, customer gets more chs by paying less.

4. The Active or rather “Select” services on Big TV allows users to watch 12 chs at a time on a single screen unlike other DTH where you can watch a max of 6 - 8 chs.

5. Rain-fade is an issue that is common for all DTH. But its Big TV, so you can enjoy your favourite programs even when it rains. Big TV’s advanced

66 technology lets you watch chs even when it rains heavily. Chs may blak-out for just about 5-6 seconds whereas in other DTHs, ch black-out lasts the entire length of the rain.

Airtel Digital TV :

1. Airtel Digital TV offers true DVD quality picture and CD quality sound which are absolutely flawless. So its customers can be assured of its crystal-clear video and stereophonic sound. 2. The external appreacnce of Digital TV STB is sleek and stylish unlike the STB of other DTH operators which are huge and bulky. Digital TV’s STB proves to be a fantastic eye-candy.

3. For the first time, Digital TV is a DTH that offers universal remotes for its users. So no more, hassle of using two remotes at a time. (One for TV, the other for STB). Digital TV’s STB remotes (after programming) will work with both your TV as well with the STB.

4. Only Digital TV exclusively offers 10 popular and premium World-Space satellite radio chs to its subscribers. There is so much to hear, when you have World Space Radio with you, another first from Digital TV.

5. The Dish antenna of Digital TV is considerably bigger than other DTH dishes. This makes sure that you do not loose connectivity even when it

67 rains wild. The bigger dish has been brought up keeping this aspect in mind.

68 GENERAL ENTERTAINMENT

STAR PLUS ZEE TV COLORS STAR ONE SONY IMAGINE TV SAB SAHARA ONE HINDI MOVIES

SET MAX ZEE CINEMA STAR GOLD UTV MOVIES FILMY UTV ACTION

KIDS

CARTOON HUNGAMA DISNEY XD NETWORK MUSIC

CHANNEL V 9X M MUSIC INDIA ZING

HINDI NEWS

STAR NEWS AAJ TAK NDTV INDIA ZEE NEWS IBN 7 DAY & NIGHT NEWS INDIA TV

DD NEWS SUDARSHAN DD DD LOKSABHA CNBC ZEE NEWS RAJYASABHA AWAAZ BUSINESS REGIONAL

Tamil

SEITHIGAL JAYA PLUS STAR VIJAY JAYA TV KALAIGNAR ISIA ARUVI

69 ZEE TELUGU ETV ETV2 TV9 TELUGU NTV

Kannada

ETV KANNADA TV 9 KARNATAKA SUVARNA SUVARNA KASTURI DD NEWS CHANDANA 24 X 7

Malayalam

KAIRALI AMRITA TV DD MALAYALAM ASIANET NEWS INDIA VISION SHALOM

70 CHAPTER 7 DATA ANALYSIS AND INTERPRETATION

SURVEY AND ANALYSIS

71 Introductions

Today, consumer is the king in the market consumer is only judge the repetition of a product is entirety dependent upon his attitude towards the production so his satisfaction should be ultimate of the producers and marketer’s consumer’s interest should be taken into consideration while taking marketing decision. It is through consumer satisfaction only the producers and marketers can improve there sales and profit. Much opinion will come when a survey is made for preference important of product but the opinion of consumer is more important This report gives analysis of opinion collected from the customer regarding “marketing strategy and consumer perception of dish TV DTH services” and product as against other brand

“Consumer survey findings” The total number of respondents interviewed 50 customers out of these all most all consumers had used dish t v fuel and it was observed that dish t v quite well known in the Hosanagara city, 1. Most of people are young they well co- operate with me and most of all people are professionals and students 2. Most of respondents are watching or getting entertainment on dish net work but minimum numbers of people getting entertainment on cable net work 3. Respondents are watch a direct to home services maximum people are watch full programmes 4. According to the survey it is clear that more peoples are know the dish tv source from advertisement

72 5. The competitive brands like airtel digital TV tata sky big tv sun direct and other noticed that dish TV most in preferential choice according to our survey concern consumers purchase the dish tv for entertainment and education purpose 6. The performance of dish tv is god respondents are full and partially satisfied consumers includes the behavior includes directly involved in obtaining the product and way how and what people buy and factors like where how often and under what condition purchase made 7. The opinion about dish TV respondents says good and excellent it reveals that dish TV is better one 8. Finally more then 45% people are don’t know the Nandi Gass

Under the people oriented approach, we are interested in finding out problems of dish TV 1. Dish TV miss out on few important channels pack which includes neo budget and the U TV groups of channels due to this exclusive cricket matches and worked premier of latest movies on these channels are missed by the dish TV users 2. One of the biggest problem of dish TV is its customers care and customer service Which is definitely not up to the mark the c c executive is lack of professionalism in their attitude and after sales support in certain areas allegedly poor 3. Another series issue it its audio and video quality on several (but not all) channels on dish TV is not up to the mark too much of pixilation is the seen and the audio standard course not true cd quality 4. New channels addition process is extremely slow when it comes to dish TV it takes a huge amount of time for DISH TV to enhance its budget offerings

73 5. The time taken for activation of packages offer renewal too ling some –time users had to wait for as long as 5-6 days for activation even after making payments an time 1) TABLE SHOWING OCCUPATION OF CONSUMER

PARTICULARS NUMBER PERCENTAGE Employee 6 12 Business men 6 12 Professional 13 26 Student 15 30 Others 10 20 Total 50 100

The above table showing the respondents are 12% of employers 12% of business men 26% of professionals 15% of students and 20% others.

GRAPH SHOWING THE OCCUPATION OF CONSUMER

2) TABLE SHOWS ANNUAL INCOME OF CONSUMERS

74 PERCENTAGE NUMBER PERCENTAGE BELOW 12000 7 14 12000 TO 60000 27 54 60000 TO 120000 11 22 ABOVE 120000 5 10 TOTAL 50 100

The above table shows that 14% are respondent are below 12000, 54% of 60000 income group, 22% of respondents are 60000 to 120000 of income group 10% of respondents are above 120000 of income group

GRAPH SHOWS ANNUAL INCOME OF CONSUMERS

3 ) TABLE SHOWS NETWORK OF GETTING ENTERTAINMENT

PARTICULARS NUMBER PERCENTAGE

75 Cable net work 10 20 Dish net work 36 72 Others 04 08 Total 50 100

From the above table it shows that most of consumers are getting entertainment through dish net work according to our survey 72% of can summers getting through dish-network that is highest number respondents. 20% of respondents are getting entertainment an cable net work and 08% of consumers are getting entertainment others means, attain, tape records, d v d players.

GRAPH SHOWS NETWORK OF GETTING

4) TABLE SHOWS THE SOURCE OF AS TO DISH T V

PARTICULARS NUMBERS PERCENTAGE ADVERTISEMENT 23 46 FRIENDS 13 26

76 MAGAZINES 08 16 OTHERS 06 12 TOTAL 50 100

According to the above table it is clear that 46% of consumers was acquainted with dish t v by way of advertisement more over 26% of the customers are acquainted from friends from magazines 08% and 06% others like radio banners brouchers.

GRAPH SHOWS THE SOURCE OF AS TO DISH T V

77 5) TABLE SHOWS PURCHASE CHOICE OF CUSTOMER

BRAND NUMBER PERCENTAGE Dish TV 31 62 Airtel digital TV 02 04 Tata sky 5 10 Big TV 7 14 Sun direct 5 10 Total 50 100

According to the table among the competitive brands like airtel digital TV TATA sky big TV, sun direct and other we noticed that dish TV is standing that most in preferential choice according to our survey concern, the purchase of dish TV is 62% the AIRTEL TV owner is 04 and a TATA sky owner is 10% and big TV owner is 14% and sun direct 10% with in the 50 customers,

GRAPH SHOWS PURCHASE CHOICE OF CUSTOMER

78 6) TABLE SHOWING PURPOSE OF PURCHASING DISH T V

PARTICULARS NUMBER PERCENTAGE Entertainment 27 54 Education 16 32 Prestige 2 4 Others 5 10 TOTAL 50 100

As per the above table, it is clear that about 54% consumers purchase the dish TV for entertainment purpose and 32% for educative purpose and 04% for prestige and 10% for others like sports games

GRAPH SHOWING PURPOSE OF PURCHASING DISH T V

79 7) TABLE SHOWS NOT SATISFIED OF CONSUMERS PARTICULARS NUMBER PERCENTAGE Price 18 36 Quality performance 12 24 Technical Matters 12 24 Others 08 16 Total 50 100

In the above table shows that the price of dish TV seems to be the most dissatisfying made of the consumer which holds 36% of the consumers through price. The most of the consumers are dissatisfied with high price of dish TV, where all people are beneath the reach, because they cannot purchase by lending more amounts. GRAPH SHOWS NOT SATISFIED CONSUMER

80 8) TABLE SHOWING CONSIDER WHILE PURCHASING DISH TV PARTICULARS NUMBERS PERCENTAGE RECOGNITION 05 10 QUALITY AND 24 48 PERFORMANCE PRICE 06 12 OUT LOOK 05 10 GOOD OFFERS 10 20 TOTAL 50 100

IN THIS TABLE 10% RESPONDENTS gave preference to the reconization the brand is good are not 48% the people buy the dish t v of that quality & performance &12 % of price 10% of respondents out look & 20% of good offers

GRAPH SHOWING SHOWING CONSIDER WHILE PURCHASING DISH TV

RECOGNITION GOOD OFFERS 10% 20%

OUT LOOK 10%

QUALITY AND PRICE PERFORMANCE 12% 48%

81 9) TABLE SHOWS OFFERS HAVE CONSUMERS Particulars NUMBERS PERCENTAGE Silver pack 13 26 Golden pack 06 12 Al- curter pack 24 48 Others 07 14 Total 50 100

From the above table shows that 26% of consumers have south pack & of north pack 24% of al-curter 14% of others pack

GRAPH SHOWING OFFERS HAVE CONSUMER

Others 14% Silver pack 26%

Golden pack Al- curter pack 12% 48%

82 10) TABLE SHOWING OPINION ABOUT DISH TV DTHSERVICES

Particulars NUMBERS PERCENTAGE Good 22 42 Excellent 16 32 Satisfied 08 16 Poor 03 6 Average 02 4 Total 50 100

From the above table shows, that revels 42% of respondents think that the quality is good 32% of respondent’s states excellent &16% of respondents reviles that the quality is satisfied & 6% of respondents states that poor & 4% of respondent’s reveals average GRAPH SHOWS OPINION ABOUT DISH TV

83 LIST OF SOME COMPETING COMPANIES AGAINST DISH TV

NAME OF BRAND NAME OF COMPANY DISH TV ZEE & ESSEL GROUP BIG TV RELIANCE GROUP DD DIRECT PLUS GOVT. OF INDIA TATA SKY TATA GROUP AIRTEL DIGITAL TV AIRTEL COMPANY SUN DIRECT SUN NETWORK LTD. VIDEOCON D2H VIDEOCON

84 SUMMARY OF OBSERVATION

Dish TV DTH service has become past and parcel of every house hold it is the only net work where things going on in and around reach to the people effectively

Since if is more entertainment and educative then all other. Every person is attracted and all most all persons spend their time at home with the entertainment program in DTH TV

The observation have also proud advertisement as the most effective communication media it is more prominent every product needs advertisement to run business efficiently and effectively in the public according to the observation most of the persons do not know about the dish TV and that offers because of the absence of wide advertisement through the different channels some other people are interested in purchasing the tv but they have no money because of high price fixed by company some people are not satisfied with the performance of dish tv there draw backs should be over come

85

CHAPTER -8

SUGGESTION AND CONCLUSIONS

86 SUGGESTIONS AND CONCLUSION

Suggestions Dish TV is today India’s one of the growing groups and its plans are state of the heart marvelous of automated technology and performance quality. There has been introduction of superior products like dish 500 Dish 1000+500 double dish and is consistently meeting the demands of the market. But, yet there is necessity of improvement for its larger stay in the market. The present market is a competitive world, a step ahead is always necessary market survey and consumers survey chart provide its solutions for problems. The survey done in Hosanagara city as pointed out some strengths and weakness. There are various suggestions by the consumers for the product.

 Reduce the cost or price of the product so that every middle and low class income groups make use of product.  The company should introduce latest and simple digital quality.  The company has to implement its advertising quality.  The company should give better service customer care service.  To improve the out networking signs and quality and better picture quality  The company should take more promotional measures regarding product, price, distribution and promotion.  The company must give a free flow of products to the dealers.  The company must provide bonanza of prizes and bonanza of channels offers like south and north pack to the purchasing customers.  Reduce the price of dish TV to the possible extent which definitely increase the market share of “dish TV” products

87 Suggestions to the Firm The consumer in Hosanagara city for Nandi Gass have some suggestion the firm should have separate show room of different products if products are displayed in a single show room there may be confusion to the consumer while preferring brand &may lead to dissatisfaction after buying it dish TV need separate show room computers need separate show room &other electrical goods require separate show room hence A separate show room for the demanded product is necessary to attract people The service rendered by the Nandi Gass is good but technical persons should be appointed to take up sales promotions &sales because they are the right persons to introduces of sell the products Instant check &door delivery facilities should be provide for products like dish TV big TV sun direct &various type company computers etc the consumer make various suggestion & sub –dealer to the firm.

 Deposit schemes can be introduced  Additional discounts for the sub- dealers in the stock listed can be introduced so that it leads to increase of sales  Different promotional measures like contents price coupons premium should be under taken  The efficiency of the staff should be increased which leads to the growth of the firm  Firms should increase wholesale business so that leads to increase of sales  when the good offers &new products is released in the market, catalogs & Xerox copies containing the details should be sent to the customers

88 Conclusion:

Dish TV DTH service today has been achieving goal. It means, it is increasing its sales rapidly in the modern market. At present, it holds important place with leadership through technology and leadership through innovations.

The observations made during the survey have market. But due to several competitive brands like big TV, sun direct, Airtel digital TV,

Tata sky, DD direct plus, its shares in the market has been affected.

Therefore, what is needed is if should pay attention to improve its marketing strategy by reducing cost and increasing quality. This can make dish TV to regain its glory and argument its market shares.

89 ANNEXURE

 Questionnaires  Bibliography

90 Consumer Questionnaire

Dear Sir/Madam I am the student of final year B.B.M. KGFGC, Hosanagara. I am conducting a survey on “Marketing Strategy and Consumer Perception of Dish TV DTH Service”, A case study of Nandi Gass, Hosanagara. As a part of my curriculum, I request your kind clues. To co-operate with me following questionnaire.

Thanking you Your faithfully

1. Name: 2. Address: 3. Age: 15-25 [ ] 35-45 [ ] 25-35 [ ] 45-55 [ ] 4. Occupation: Employee [ ] Business me [ ] Professional [ ] Student [ ] Other [ ] 5. Annual income: Below 12000 [ ] 12000 to 60000 [ ] 60000 to 120000 [ ]

91 Above 120000 [ ] 6. In which network you are getting entrainment. Cable net work [ ] Dish net work [ ] Other [ ] 7. Do you watch TV on direct to home services? Full programme watch [ ] Partially watch [ ] No [ ] Others [ ] 8. Have you know about Dish TV. DTH services Yes [ ] No [ ] 9. If yes how? Advertisement [ ] Friends [ ] Magazines [ ] Others [ ] 10. Do you have your own DTH TV? Yes [ ] No [ ] 11. If yes which type of DTH TV. Dish TV [ ] Airtel digital [ ] TATA Sky [ ] Big TV [ ] Sun direct [ ]

92 12. If dish TV why do you purchase? Entrainment [ ] Education [ ] Prestige [ ] Others [ ]

13. Are you satisfied with performance of dish TV? Not [ ] Fully satisfied [ ] Partially satisfied[ ] 14. If not satisfied what is the reason. Price [ ] Quality [ ] Technical matters [ ] Others [ ] 15. What do you consider while purchasing DISH TV Recognition [ ] Quality and performance [ ] Price [ ] Out look [ ] Good offer [ ] 16. If good offer, which type of offers you have Silver pack [ ] Gold pack [ ] Al – curter pack [ ] Others [ ]

93 17. What is your opinion about Dish TV DTH services? Good [ ] Excellent [ ] Satisfied [ ] Poor [ ] Average [ ] 18. Have you know about Nandi Gass? Yes [ ] No [ ] 19. If Yes how News paper [ ] Friends [ ] Radio [ ] 20. What is your opinion about Kaverin Electronics customer’s services? Good [ ] Bad [ ] Fully Satisfied [ ] Partially satisfied [ ] 21. Your suggestion for the improvement of Dish TV.

Date: Place Signature

94 BIBLIOGRAPHY

 Newspaper  Journals.  Magazines  Marketing Management - by B.S.Raman  Marketing management - by ICFAI university  Catalogues of DISH TV  Internet: www.dishtv.in

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