SUMMER TRAINING PROJECT REPORT (COMPARATIVE ANALYSIS OF DEALER SATISFACTION FOR DIFFERENT DTH PLAYER) FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF POST GRADUATE DI PLOMA IN BUSINESS MANAGEMENT UNDER THE GUIDANCE OF: Prof Kamaljit Sodhi UNDER THE SUPERVISION OF: Mr. Saurabh Omar SUBMITTED BY RAJIV KUMAR SINHA PGDM 20092011 Galgotias Business School APPROVED BY AICTE, MINISTRY OF HRD GOVT. OF INDIA 1, K NOWLEDGE PARK, Phase II, GREATER . (U.P) 1 To whom it may concern This is to certify that Mr. Rajiv Kumar Sinha, Roll no 09PGDM071 is the student of PGDM. He has worked on the project titled Comparative analysis of dealer satis faction of different DTH player in INDIA under my supervision and guidance. This is an original and authenticated work done by him. Guide Date 2 CERTIFICATE This is to certify that the project work done on comparative analysis of dealer satisfaction for different DTH player in INDIA is a bonfide work carried out by Mr. Rajiv Kumar Sinha under my supervision and guidance. The project report is s ubmitted towards the partial fulfillment of 2 years, full time Post Graduate Dip loma in Management. This work has not been submitted anywhere else for any other degree/ diploma. Th e original work carried during 15th April 2010 to 15th June 2010 in Dish TV Prof Kamaljit Sodhi Date: 3 Acknowledgement I express my sincere gratitude to my industry guide Mr. SAURABH OMAR ASSISTANT M ANAGERSRM, DISH TV INDIA LTD, for his able guidance, continuous support and coo peration throughout my project, without which the present work would not have be en possible. I would also like to thank the entire team of U&R DISH TV INDIA LTD, for the con stant support and help in the successful completion of my project. Also, I am thankful to my faculty guide PROF KAMALJIT SODHI, DIRECTOR PROF. RENU LUTHRA and DIRECTOR CRC PROF V.K. LUTHRA of my institute, for their continued g uidance and invaluable encouragement. Signature (Rajiv Kumar Sinha) 4 Declaration I, Rajiv Kumar Sinha, Roll No 09PGDM071, student of PGDM of Galgotias Business S chool(IIM Branch), Greater Noida hereby declare that the project report on compa rative analysis of dealer satisfaction for different DTH player of INDIA at DISH TV India Pvt Ltd. is an original and authenticated work done by me. I further d eclared that it has not been submitted elsewhere by any other person any of the Institute for the award of any degree/diploma. Rajiv Kumar Sinha Date 5 PREFACE It‘s a thing of massive gratification for me to do my summer training in DISH TV a nd present this project on topic To do comparative analysis of dealer satisfactio n of different DTH players in INDIA, in Delhi, Haryana and Punjab. Survey measure the reach of company product over the outlays of retailers which insures the brand reach among customers and its market share. Noticeably About the satisfaction label of dealers as compare to other DTH play ers The project attempts to find out the dealer satisfaction of DISH TV in DELHI/NCR , HARYANA and PUNJAB in comparison with other brands. In this project attempts t o find out present situation and reason behind the drop and suggest measures to overcome it. 6 Table of content 1. Introduction 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 1.10 1.11 1 .12 1.13 DTH Industry Current scenario Industry porter‘s Analysis Company overview About Dish TV Product life cycle Types of product and services Organizational c hart Promoters Swot analysis Market position Review about various DTH players DT H market Structure. 2. Literature Review 2.1 2.2 Back ground of company Government Policy 3. Research Methodology 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 objective of project Research methodology Sampling Design Limitation Market Visit Analysis and Inter pretation Hypothesis Findings Recommendation 4. Annexure 7 Executive Summary The development of the Direct to home sector has experienced a major process of transformation in terms of its growth, technological content and market structur e in the last decade. Any company which is successful is because of their reach among customers which is possible through the effective tools through which a co mpany communicates and attract its customer. Dish TV is most famous brand and ha ve a sophisticated place and market leader position in the mind of customer. Thi s is due to its strong brand image. The attempt behind this project was to find out the effectiveness of DISH TV as a brand over the retail outlets and its competitor position over these outlets, so that company would be able to find out its lagging area and can focus more ef fectively to target more and more customer and to communicate them more easily. 8 I. Introduction 9 1.1 Industry Overview After a slow start, the DTH market in India is fuelled by fierce Competition bet ween the incumbent Dish TV and challenger Tata , plus several new entrants, b ut pricing and exclusivity remain key Contentious issues. History: The history of Indian Television dates back to the launch of Doordarsha n, the country‘s national television network in 1959 when the transmission was in black & white. The 9th Asian games which were held in 1982 in the country‘s capita l New Delhi heralded the mark of colour television broadcast in India. In 1991, Indian economy was liberalised from the license raj and major initiativ es like inviting FDI, deregulation of domestic businesses emerged. This led to t he influx of foreign channels like Star TV and creation of domestic satellite ch annels like Sun TV and Zee TV. This virtually destroyed the monopoly held by Doo rdarshan. In 1992, the cable TV industry started which changed the way the average Indian watches the television. Every city in India had a new breed of entrepreneurs cal led as cablewallahs or Local Cable Operators (LCO) taking in charge of distribut ion. Since this was a disorganized sector carrying new channels on the existing infrastructure required new investments which the operators were reluctant to ma ke. This led to the emergence of a new breed of firms called as Multi System Ope rators (MSO) who had heavy financial muscles to make capital investments and lia ised between the cable operators and the channels. MSOs provide the feed to the local operators for a fee. In 1995, government felt the need of regulation in Cable TV and passed the Cable TV network (Regulation) Act. This was also the time when the state owned Doorda rshan and All India Radio came under a new holding called as Prasar Bharati to g ive them enough autonomy. The LCOs reported a lower number of connections where as the broadcasters demanded a higher rate. MSOs were finding it difficult to op erate under these conditions. This led to an amendment of the Cable TV 10 networks(Regulation)Act in 2002 to provide Conditional Access System (CAS). With CAS, the last mile distribution could be addressable with accuracy and digitali zation of broadcast was also possible. CAS was rolled out in 2003 staring from C hennai and later to parts of Delhi, and Kolkata. On the DTH front, TRAI i ssued the guidelines for operating DTH. Country‘s first DTH license was awarded to Dish TV in 2003 which started operations in 2004. Prasar Bharati also started i ts product DDDirect+ In 2007, TRAI proposed a new initiative by name HeadendInTheSky (HITS) model as an alternative to the existing cable distribution. Instead of the MSOs providin g the bundle, there will be a single HITS operator who will prepare the bundle o f channels and beam it to the Headend in the satellite. With the average Indian getting younger, and hence more likely to spend on nonessentials, the entertainm ent industry has the potential to grow explosively in the future. Now the indust ry is ready to enter a second stage of growth powered by the twin engines of tec hnology (availability of quality infrastructure and the accelerated penetration of digital connectivity) and an enabling regulatory environment. 11 1.2 Current Scenario: In the current context of the global financial meltdown, t he Direct to Home (DTH) industry in India is in the throes of multifarious chall enges and opportunities. The big game‘ is all about shaping up grandiose plans to m aster the winning rules to garner as much portion of the Indian DTH pie as possi ble by a handful of players. Since the DTH space denotes big value‘, akin to the sp ace occupied by television and telephony, interfirm rivalries have thrown up pr ice wars, discount schemes, procurement of transponders, ambitious targets for i mproving the subscription base, popular bouquet of channels, set top boxes with superior quality of videos, improving content, etc as a desperate means to entic e the Indian viewer. A neat 20 per cent annual growth is being witnessed in the DTH sector in India with over 16 million households having digital payTV. Accor ding to Harsh Bijoor, a brand consultant, Since Dish TV, the biggest market playe r on the Indian soil, has not scraped even five per cent of the pie, there is pl enty left for other players to eat. In the early 2008, five major players, Zee‘s Di sh TV, , Reliance ADAG, and Bharti Telemedia formed an umbrel la body – DTH Operators Association of India (DOAI). Dish TV is the largest DTH pr ovider with a subscriber base of around 5 million, Tata Sky, a DTH jointventure Company between Star (owned by Rupert Murdoch) and the (20:80), now has around 3.4 million connections and the forecast for 2012 is that it will fur ther increase to eight million, Sun Direct, the 80:20 JV between the Maran famil y and the Group of Malaysia, over 2.3 million, Big Tv about 1.2 million an d Airtel Digital Tv about 0.3 million subscribers (Source: Business Standard, Ma y 1, 2009). According to sources, DD Direct Plus has a subscriber base of about 34 million subscribers, mostly in the remote corners of the country not connect ed by terrestrial or . DTH operations in India could be enhanced if the dearth of satellite capacity is removed by increasing the number of avai lable Kuband transponders that at present is 12 on Insat 4A, which in turn woul d mean more channels for viewing. Tax burdens on DTH are another area of complaint for operators. Around 40 per ce nt of revenues are siphoned off to pay taxes and license fee and another 12 per cent for 12 services imposed by the Central government. Apart from this, there are entertain ment taxes that differ from state to state. DTH stands for Direct To Home which is a direct mode of transmission between Broadcaster‘ and Subscriber‘ through satellit e. Broadcast centre collects the signals from different programming sources (like S ony, Zee, and Star). It processes the Signals and beams it to the Satellite. Sat ellite will reprocess the signals and retransmits the signal to the subscribers. 13 1.3 Porter’s Analysis of DTH industry: 1. Threat of substitutes: DTH faces stiff competition from the terrestrial, cable and IPTV. As per the ind ustry estimates, there are 130 million TV homes of which 85 million are served b y cable and around 16 million by DTH with the remaining taken by terrestrial tra nsmission. Indian Broadcasting DTH 12% Terrestrial 22% Cable 66% Terrestrial Television: is the world‘s largest terrestrial broadcaster with over 1400 terrestrial TV transmitters. The reach provided by this route is phenomenal with Doordarshan covering 88% of India‘s geographical area. Covering t he remaining 12% area required substantial capital investments which does not ou tweigh the benefits. The transmission was done originally in Analog mode but beg inning from 2002, Doordarshan has partnered with BBC resources – the consulting wi ng of BBC, in offering digital terrestrial TV. The transmission could be receive d using a low cost Yagi antenna. However, due to lack of attractive content it d oes not seem to be a formidable threat for DTH. 14 Cable TV: Cable TV currently operates in 2 modes viz. through CAS covering citie s like , Delhi, Mumbai and Kolkatta, and through nonaddressable system i n the rest of the country. As seen from the above diagram Cable TV enjoys the ma ximum share as compared to other medium. In case of CAS controlled areas, the su bscriber has to buy Set Top Box (STB) to see the pay channels. On the other hand , in areas where nonaddressable system is used, nearly all the channels are ava ilable without the need of any separate receiver by paying anywhere between Rs 1 00 to Rs 350 per month depending on the place. Due to phenomenal reach of Cable TV, it poses a serious threat to the growth of DTH industry. Internet Protocol T elevision (IPTV): IPTV is a service where television signals are digitally sent over the telecommunications line. It is often presented as a bouquet of Video (I PTV), Audio (Telephone) and Data (Broadband Internet) services. With widespread adoption of broadband in the country and the growing techno savvy population, IP TV has a potential to become a huge success. IPTV takes the interactivity to a n ewer level. In regular mediums, all the channels are pushed to the consumer rega rdless of his preference. IPTV encourages a twoway request response model where the consumer chooses the programs he wants to view. Right now thos medium is to tally unregulated and cable companies are urging the TRAI to issue a consultatio n paper process to include IPTV under the aegis of Cable TV act. IPTV is a consi derable threat to DTH in urban and semi urban areas where broadband has made its mark. 15 2. Bargaining power of suppliers: DTH industry relies on three major supplies: C ustomer Premise Equipment (CPE) comprising of the satellite dish, Set Top Box wi th the necessary Access card, the Ku band transponders in the orbiting satellite s and content. With India overtaking Japan as Asia‘s largest DTH, the bargaining p ower of Indian DTH operators with CPE supplies have increased. However, the avai lability of transponders is increasingly becoming difficult. The Ku band transpo nder is generally provided by Astrix, the commercial wing of ISRO either through its own satellites or by leasing transponders from suppliers. With only two dom estic satellite launches between 2007 and 2010 an d increasing DTH players, Astr ix is in a better position to use DTH as its cash cow for the next 5 to 10 years . Also the crash of INSAT 4C and NSS8 has worsened the situation of DTH players . As there is not much of regulation particularly in terms of channel pricing, a cquiring content from the broadcasters is also difficult. DTH vendors are at the mercy of the broadcasters. 3. Bargaining power of buyers: With enough options to choose both from the pont of alternate mediums like Cable, IPTV and Terrestrial broadcast and from the poi nt of increasing DTH operators, the consumer is at his will to decide. Customers will continue to have a high bargaining power until DTH platforms try to differ entiate them as superior players with better content and clarity 4. Inter firm rivalry: With 6 operational players, the inter firm rivalry is qui te high. The competition from state owned DDDirect to private players is neglig ible from the content point of view as the number of channels offered by DDDire ct is very limited. However, DDDirect does not charge any monthly subscription f ee which poses a threat to the private players. Between Dish TV and Tata Sky the re is an intense rivalry exhibited by price wars and discount schemes offered to new connections. Being the first mover, Dish TV has price advantage in both the STB as well as procuring the transponders. On the other hand, Tata Sky claims i ts STB having superior DVD quality video. 16 Other than price wars and intense competition in increasing customer base, there is also a competition at acquiring the content. Dish TV, Tata Sky and Sun Direc t are part of big groups that also have popular bouquet of channels like Zee, St ar and Sun respectively. The channels indirectly refuse content for DTH operator s by charging exorbitantly or mandating that all the channels of their bouquet t o be transmitted when the vendor is already capacity constraint. 5. Threat of new entrants: With already 6 players in the DTH space, threat of ne w entrants is relatively low. There is already enough competition which will dis courage new firms to enter this business. While getting a license is relatively easy, the barriers to entry are high when it comes to pricing of CPE and getting the required transponders. 17 1.4 Company Overview About THE ESSEL PHILOSOPHY The Essel Group strives to offer the best to the communitie s that it serves — shareholders, customers, employees and vendors. ‘Faith in innovat ive and organized growth’ is the dictum that drives all business decisions. A mult icultural organization with a strong customer focus, Essel Group companies reach out every day to millions of consumers across the globe. 18 Essel Group is among India‘s most prominent business houses with a diverse portfol io of assets in media, packaging, entertainment, technologyenabled services, in frastructure development and education. The Group started business in 1976 with a commodity trading and export firm, Rama Associates Limited, and has since then metamorphosed into a conglomerate that is a symbol of the ingenuity and power o f Indian entrepreneurship, with worldwide operations and a workforce of nearly 8 ,000 dedicated employees. MEDIA______

Zee Entertainment Enterprise Ltd India s largest media and general television entertainment network with a range of businesses encompassing the contenttocons umer value chain. Ltd a cluster of news and regional entertainment channels touching th e lives of millions of Indians. DNA an English language newspaper in a joint venture with the Dainik Bhaskar G roup. TECHNOLOGY______

Dish TV India s first directtohome (DTH) entertainment service, brings the l atest in digital technology to television viewers, broadcasting high quality pro grammes straight from the satellite to the consumer s home. Wire & Wireless India Ltd the largest cable distribution system in India, pres ent in 45 cities. Intrex India a revolution in the financial services industry with two innovati ve 19 businesses and unique payment instruments the country‘s first ever cashless /tra de exchange and a multipurpose stored value card. Procall India‘s first and onl y digital PTT telephony service, powered by Motorola‘s iDEN technology . Cyquator Technologies Limited an IT infrastructure outsourcing company that provides en dtoend Internet Data center and highend managed hosting services. Digital Media Convergence Limited personalized, entertaining and informative m ultimedia and textual content. Cornershop a wide range of mobile content and interactivity services, the firs t to launch realitybased TV interactivity for voting and polling. PACKAGING______Essel Propack the world‘s largest specialty packaging company manufacturing laminated tubes for personal care, pharmaceutical, food and industrial businesses. ENTERTA INMENT______ECity Property Management Services the first organized corporate entity in th e convergence of entertainment, retail and technology with interests in realty d evelopment, mallbased property management, digital cinema solutions, film distr ibution and syndication. ETC Networks among leading television networks in India with two channels ETC Hindi and ETC Punjabi. 20 Pan India Network Infravest Pvt Ltd – Playwin, India s first and largest online ga ming company, provides infrastructure, data communication, marketing support and service to facilitate a secure online lottery network. Essel Sports – pioneering sports initiatives with Indian Cricket League and Mumbai Football Club to promot e India in the global sports arena through an all inclusive spirit of and f air competition. Suncity Projects – a pioneer in conceiving and executing a profus ion of urbane real estate projects arraying from townships to group housing to l uxury apartments to shopping malls and office complexes. Asian Sky Shop India‘s first Direct Response Television Marketing venture. ECity Bioscope Entertainmen t Pvt Ltd – a chain of multiplex cinema–cum family activity centers across nonmetr o towns in India. Fun Multiplex Pvt Ltd With a leading position in the Indian multiplex market, Fun Multiplex Pvt Ltd operates 70 cinema screens in 19 cities and twenty three locations – Ahmedabad, Mumbai, Chandigarh, Hyderabad, Guwahati, G walior, Delhi, Ghaziabad, Lucknow, Agra, Jaipur, Bangalore, Panipat, Ambala, Kar nal, Hyderabad, Gulbarga, Panjim and Margao. ECity Digital Cinemas Pvt Ltd The company was established in April 2004, and is committed to revolutionise the In dian movie business by implementing stateoftheart digital technology, thereby eliminating print costs, curbing piracy and offering audiences globally benchma rked cinemaviewing with a uniform audiovisual experience. ECity Media Pvt Ltd ECity Media has been incorporated to bring synergies and to leverage upon E City Venture‘s media assets. The onscreen and offscreen media opportunities at E City‘s Cinema & Malls have amassed to become an attractive tool of communication for advertisers. 21 INFRASTRUCTURE______Essel Infraprojects Limited – With Esselworld and Water Kingdom, among the largest amuse ment theme parks, EIL is also engaged in the development of roads, power plants, Sports complexes and Special Economic Zones. ECity Real Estate Pvt. Ltd – The Co mpany behind the successful lifestyle brand Fun Republic – plans to develop and op erate 20 million sq ft of retail real estate by 2011. ECity Property Management & Services (India) Pvt Ltd (EPMS)– An ECity Venture company that provides the mo st comprehensive and reliable mall/property management and retail services in In dia, including overall operations, marketing, consultancy, occupant management, retail leasing services and advisory services. EDUCATION______

Zee Interactive Learning Systems the education arm of the group runs India s l argest chain of preschool and high schools. Zee Institute of Media Arts provides training in media arts and technology while Zee Institute of Creative Arts is a n animation training academy. 22 1.5 About Dish TV DTH service was launched back in 2004 by launching of Dish TV by Essel Group s Zee Entertainment Enterprises. Dish TV is on the same satellite where DD Direct+ is. Dish TV started its service in Pakistan with the collabora tion of Budget Communication. Dish TV was only DTH operator in India to carry th e two Turner channels Turner Classic Movies and Boomerang. Both the channels wer e removed from the platform due to unknown reasons in March 2009. Dish TV is a D TH provider in India, using MPEG2 digital compression tech nology, transmitting using NSS Satellite at 95.0. Dish Tv s managing director an d Head Of Business is Jawahar Goel who is also the promoter of Essel Group and i s also the President of Indian Broadcasting Foundation Dish TV is a division of Zee Network Enterprise (Essel Group Venture). EGV has n ational and global presence with business interests in media programming, broadc asting & distribution, speciality packaging and entertainment. Zee Network incor porated Dish TV to modernize TV viewing. Dish TV is India‘s first direct to home ( DTH) entertainment service. By digitalizing Indian entertainment, this enterpris e brought best television viewing technology to the living room. It not only tra nsmits high quality programmes through satellite; but also gives a complete cont rol of selecting channels and paying for them. Dish TV imparts DVD quality picture and stereophonic sound effects to the custom ers. It promises to change the experience of TV viewing with its uninterrupted t ransmission service. The endeavour enters next level of entertainment with futur istic features, such as EPG (Electronic Programme Guide), parental lock, games, 400 channels, interactive TV and movie on demand. Dish TV also brings exclusive national and international channels for the first time in India. 23 Dish TV is a division of Zee Network Enterprise (Essel Group Venture). EGV has n ational and global presence with business interests in media programming, broadc asting & distribution, speciality packaging and entertainment. Zee Network incor porated Dish TV to modernize TV viewing. Dish TV is India‘s first direct to home ( DTH) entertainment service. By digitalizing Indian entertainment, this enterpris e brought best television viewing technology to the living room. It not only tra nsmits high quality programmes through satellite; but also gives a complete cont rol of selecting channels and paying for them.To experience the new life breathi ng in television technology, Dish TV extends high quality broadcast and thorough entertainment. Vision of the company: To be the leader in changing the way the world communicat es by providing innovative technology, quality products and dynamic services. Mi ssion of the company: To place our satellite dish in every home, school and busi ness throughout the world. 24 1.6 Position /stage of Dish TV in product Life cycle 1200 Dish TV 1000 800 SALE 600 400 200 0 Mar06 Mar07 190.94 Mar08 413.28 Mar09 737.69 Mar10 1084.79 Dish TV 31.46 Growth/Decline Rate 600% 500% 506% 400% 300% 200% 116.79% 78.47% 47% 0% March07 March08 March09 March10 100% 1.7 Type of Product services 25 A SetTop Box (STB) is a digital receiver that connects to a television or a com puter. It receives signals from a mini dish and turns the signals into c ontent on your screen Every STB is uniquely numbered (a unique serial number is printed on every STB. No two boxes can have the same serial number).Additionally , each STB comes with its own remote control, making it easy to operate. CUSTOMER PREMISE EQUIPMENT (CPE) The Equipment or Customer Premise Equipment (CPE) consists of the following: Dish Antenna with LNB STB with Remote Preactivated Viewing Card

The Dish Antenna is installed at an appropriate location at the customer s premi se. It is then connected to the STB through a cable. The cable in turn, is conne cted to the TV set.The encrypted TV signals are received from the satellite on t he Dish Antenna and transmitted to the STB. The customer is also provided with a Viewing Card, which is inserted into a slot in the STB. The Viewing Card decryp ts the TV signals chosen & paid for by the customer, for better clarity of viewi ng on TV. 26 PREACTIVATED VIEWING CARD This card is just like a SIM card of mobile phone. To receive dishtv signals, th is card needs to be activated after installation. Every VC is uniquely numbered. This number is of 11 digits followed by a hyphen and 1 digit after that. You ca n locate this on your VC. For Example: 015000100001. No 2 VC‘s can have same seri al number. The viewing card is preactivated so that you can start watching the channels as soon as you get your dishtv installed. DISH ANTENNA Dish TV has a small KuBand Satellite Dish Antenna (approx. 60 cm diameter). It has a LNB (low noise block) that amplifies and down converts the signal. This si gnal is transmitted to the STB.

DISHTV bring to you yet another first in its bouquet of services DISHTV on Com

puter . DISHTV on Computer is the first of its kind in India, by making your co mputer double up as a television it gives you LIVE DIGITAL TV right on your wo rkstation. You also get an added benefit, the set top box comes with a dual adva ntage – it works with your computer AND your TV.! With this magical product, up to 100 + channels will now also be available on computer, bringing to you Live News, Live Sports, Live Business news along with Active services, MovieOnDemand , Gaming, EPG, etc, whatever dishtv offers on Television; now also on Computer! So go ahead, stay updated with the latest news & views (whether business or poli tical) either at work or at play! DISHTV ON COMPUTER HAS A DUAL ADVANTAGE 27 The dish antenna is installed at an appropriate location on the roof ( terrace / balcony or suitable location ) .It is connected to the Set Top Box( STB) throug h a cable which in turn is linked to the computer / television set.Then the View ing Card is inserted into a slot in the STB. The encrypted signals are received from the satellite on the dish antenna and are transmitted to the STB . The view ing card decodes these signals DISHTV ON WHEELS Presenting the revolutionary Mobile dishtv. Your solution to the cricket all you miss while traveling, the top stories that elude you. Mobile dishtv revolutioni zes your driving experience by beaming digital entertainment directly into your car. You can choose from a vast bouquet of 100 + channels offering news, sports, music and entertainment. Foot tapping music on VH1, sports coverage on Star Cri cket and much more. In short it s entertainment that truly complements your SUV. No need to miss breaking news or nail biting cricket action anymore! 28 A special antenna is affixed on the roof top of the Car. The antenna automatical ly tracks dishtv‘s satellite placed at 36,000km orbit.It then provides signal to t he SetTopBox (STB) through an RF cable. The STB is connected to both the LCD s creen through AV output. The system is same as in homes except the antenna is an autotracking one .All the features of dishtv are available in DirecttoCar al so Dish Active Games Movie on Demand Multilanguage channels 29 1.8 Organizational Chart Board of Director MD CEO Head HR President Project Director Technical Company Secretary Sr. VP Sales ZH Mumbai VP Marketing CFO VP services VP sales VP opertn Admin SRM Brand BTL Commercial Legal Head Collection 30 1.9 Promoters Individual Promoters Mr. : Chairman Chairman of our Company, has been the recipient of numerous honorary degrees, in

dustry awards and civic honors, including being named Global Indian Entertainme

nt Personality of the Year by FICCI for 2004, Business Standard s Businessman

of the Year in 1999, Entrepreneur of the Year by Ernst & Young in 1999 and E nterprise CEO of the Year by International Brand Summit. The Confederation of I ndian Industry (CII) chose Mr. Chandra as the Chairman of the CII Media Committee for two successive years. Mr. Laxmi Narain Goel age 54 years, is one of the key architects of the Essel Group of companies. He s tarted his career in 1969 trading agro commodities and established Rama Associat es Limited along with his brothers. In 1980, he diversified Essel Group‘s activiti es into handicraft exports and real estate development business. He has contribu ted enormously in the establishment and progress of Limited. At pr esent, Mr. Goel holds the position of vice chairman of the Essel Group of compan ies and is actively involved in the daytoday developmental activities of the E ssel Group. 31 Mr. Ashok Goel, 46 years, is a commerce graduate. He was instrumental in establishing Essel Prop ack Limited as a global player in laminated tubes and making it one of top compa nies in laminated tubes business in the world. He is currently the vice chairman & managing director of Essel Propack Limited. Mr. Goel is also president of Org anisation of Plastic Processors of India and also a member of the Managing Commi ttee of Paper, Film & Foil Converters‘ Association of India. In July 2005, The Sma rt Manager, rated Mr. Ashok Kumar Goel as one of the 25 truly world class manager s from India. Mr. Ashok Mathai Kurien, started Ambience Advertising Private Limited in 1987. He is now the chairman of Ambience Publicis, Publicis India and SolutionsPublicis India. He is a founderd irector of Zee Entertainment Enterprises Limited, which was successfully launche d in the year 1992. Mr. Kurien is also the marketing and strategic advisor to Pl aywin, India‘s first online lottery business and one of the founderpartner and Ch airman of Hanmer & Partners, Public Relations, which are among one of the repute d public relations agencies. 32 Mr. Jawahar Lal Goel, Managing Director Managing Director, heads the business of Company. He has been one of the pioneer s of the DTH services in India and instrumental in establishing Dish TV as a rec ognized brand in India. Mr. Goel is also the acting president of Indian Broadcas ting Foundation which takes up various issues relating to broadcasting industry at various forums. He is an active member on the board of various committees and task force set up by Ministry of Information and Broadcasting, Government of In dia pertaining to several matters relating to the industry. He played a vital ro le in conceptualizing and establishing Siti Cable Network Limited as a multi sys tem operator for cable distribution network of various television channels in In dia in 1994. Promoters who are companies are (i) Veena Investment Private Limited, (ii) Delgrada Limited, (iii) AfroAsian Sa tellite Communications Limited, (iv) Jayneer Capital Private Limited, (v) Churu Trading Company Private Limited, (vi) Ganjam Trading Company Private Limited, (v ii) Premier Finance & Trading Company Private Limited, (viii) Prajatma Trading C ompany Private Limited, (ix) Lazarus Investments Limited, (x) Briggs Trading Com pany Private Limited (xi) Essel Infraprojects Limited and (xii) Ambience Busines s Services Private Limited . 33 34 1.10 SWOT ANALYSIS STRENGTH Dishtv was the first entrant in the DTH category and has thus become sy nonymous with the satellite TV broadcasting business in India. Leveraging its li neage with the Zee group, dishtv has built acommendable brand and relevant produ ct that answers the consumer needs‘ for quality entertainment. Some of the inheren t strengths stem from a strong presence all across the geography of India, consu mer friendly and pocket friendly multitiered and customizable regional packages , abundant transponder capacity to support its widest content basket, a very str ong and diversified content offering addressing consumers with diverse needs of genres and languages,an extremely cost conscious structure and a superior techno logy for the entire gamut of services. The technological edge and differentiatio n with respect to other brands stands exemplified through its unique offerings o f mobile dish with presence in aircrafts(Kingfisher), navywar ships, mobile vans and selected railway saloons. WEAKNESS The subscriber acquisition cost is still very high. However, compared t o the current industry benchmarks, it stands at the lowest by far. The cost towa rds acquiring consumers is under constant scrutiny in an endeavor to bring it do wn. In a market trend of consumers down sliding on the packaging tiers, due to m ore value being packaged at the lowest packs, dish tv has exhibited a growth in ARPU. However, ARPU continues to be an area of concern with the constant endeavo r to monitor, upgrade and enhance the revenues. 35 OPPORTUNITIES India‘s 127 million television owning households, which define the p otential depth for the DTH category, will act as a low hanging fruit for adoptio n. The further roll out of CAS by the new Government, into more towns will impac t the growth rate of the DTH category and trigger consumers to make a decision b etween digital cable and DTH, thereby aiding faster expansion of the digital ent ertainment world. Enrichment of Value Added Services (VAS) basket with gaming an d a host of active services, some going pay, will continue to be opportunity are as for revenue enhancement. An eventful sporting calendar with the ensuing Commo nwealth games and a series of Cricketing tournaments will act as a catalyst for this category too. The recent stabilization and a revived hope for bouncing back of the economy as early as the second half of this year will facilitate faster adoption of the category. Emergence and growth of traffic at the organized retai l chains like Big bazaar, Next, The mobile store, Reliance digital etc. will als o add more visibility leading to better acceptance of the product. THREATS DTH is currently a six player market. Price cuts and reduced margins, sp urred by severe competition, can pose a threat to revenue enhancement. Improved quality of services by digital cable and IPTV players are potential threats. Chu rn management and retention cost scan negatively impact bottomlines unless cons tant attention and Strategy is deployed to manage and control the subscribers‘ bas e. 36 1.11 Market Position Market Leader: Dish TV India‘s first DTH service provider launched in October 2003 is the market leader with 6.4 million subscribers. Dish TV continues to be a ma rket leader with 30% market share in 7 player scenario on date, with sizeable sa les and distribution infrastructure of over 650 distributors and 45,000 dealers across 6500 towns – once again, the largest in the category. These reach into far flung markets enables building of a diverse subscriber base across consumer segm ents, which are supported by its rich content of regional channel offerings. Dis htv has maintained its leadership position through an improved market share of a ll DTH subscribers. New offers, extensive marketing campaigns have contributed t o impressive subscriber acquisition and are committed to provide the best value to our customers and investors by enhancing operational efficiencies and by leve raging economies of scale. Market challengers: The gap between the leader and the challengers is decreasing because of the increasing competition and promotion strategy followed by each p layer. TATA Sky In the enormous consumer market that is India, occasionally an opportunity arise s that can create incredible growth and profit—provided those who seek to capture it can move quickly enough. TATA wanted to capitalize on this opportunity as the re was currently only one player in the DTH market. It was the second Mover afte r Dish TV leveraging on brand TATA and high brand recall. Incorporated in 2004, Tata Sky is a JV between the TATA Group and STAR. Tata 37 Sky endeavors to offer Indian viewers a worldclass television viewing experienc e through its satellite television service. The key business challenge in a coun try like India is meeting customer demands—which are very dynamic— under the regulat ory purview of the country. Sun DIRECT Sun Direct is the fastest growing DTH service provider having garnere d over 1.9 million subscribers since its launch in December 2007 and aims to bec ome one of the leading players in the DTH space. Sun Direct challenged the exist ing players by involving them in the price war by acting as a discounted brand. It started offering subscriptions at as low as Rs 99 to reach as much at the bot tom of the market. The biggest differentiator for the brand is the pricing point which is lesser than the other brands. The other point of differentiation is with regard to their distribution channels . It is being made available in most basic shops such as telephone booths, cycle repair shops and video parlors. Sun DTH was the first one to move into the MPEG 4 league and soon after the PAN India launch HD services will be launched. Anoth er first from SUN DTH is the launch of exclusive comedy channels for its subscri bers. Market followers: Reliance BIG TV/ Airtel Digital/Videocon The approach being followed is of M arket Follower (as they are late entrant and their primay objective is to attrac t max subscribers in shortest span of time. 38 1.12 Reviews about various DTH players Market Share of DTH player in India on 26 th May 2010 Market Share in India Videocon D2H 2% Sun Direct 25% Dish TV 30% Big TV 13% Tata Sky 22% Airtel Digital 8% Sources: http://www.pluggd.in/dthindustryinindiaanalysis297/ With 6 opera tional players, the segment rivalry is quite high. The competition from state ow ned DDDirect to private players is negligible from the content point of view as the number of channels offered by DDDirect is very limited. However, DDDirect does not charge any monthly subscription fee which poses a th reat to the private players. Between Dish TV and Tata Sky there is an intense ri valry exhibited by price wars and discount schemes offered to new connections. B eing the first mover, Dish TV has price advantage in both the STB as well as pro curing the transponders. On the other hand, Tata Sky claims its STB having super ior DVD quality video. There is also a competition at acquiring the content. 39 Tata Sky, an 80:20 joint venture between Tata Sons and the Star group, provides satellite television services to Indian viewers. The company was incorporated in 2004 and offers a range of media and entertainment options to customers. Tata S ky s directtohome satellite platform delivers more than 100 television channel s, movies and interactive services for games, learning, recipes, news, chat room s, etc. It has stateoftheart digital infrastructure and a retail network that covers more than 4,500 towns in India. Based in Mumbai, the company has three c all centres (Pune, Chandigarh and Hyderabad). Strengths 1. Leveraging on brand TATA and High brand recall 2. Technological exp ertise with Newscorp‘s DTH arm Sky 3. Superior Picture quality 4. Leads in introdu cing new packages & Services 5. Customer service 6. Rural penetration through IT C EChoupal and Godrej Aadhar 7. Interactive channels and program guides 8. Innov ative Product offering Tata Sky Plus Opportunities 1. Larger disposable incomes with India 2. Tapping niche markets with Better service and Product offering 3. Expansion of distribution network Weaknesses 1. Second Mover after Dish TV who captured Market Share 2. Cannot mat ch free service like DD 3. Currently Does not offer free Set Top Box like Dish T V 4. Litigation due to issues related to sports channels which it lost 5. Depend ency on broadcaster and had issues with Sun TV Threats 1. IPTV provides superior technology if implemented 2. Cable Set top Box es provide easy switching due to negligible switching 40 through exclusive stores 4. Interactive advertising – Tie up of with Samsung 5. In crease in number of TVs sold costs 3. Increasing Competition internally 4. Dependency on CPE suppliers to som e extent 6. Increase in the geographical boundaries 5. High dependence for transponders o n with Rural Market untapped 7. Growing demand for quality of service in the for m of DTH over Cable 8. CAS being made Compulsory would encourage switch. ISRO 6. Dependency on broadcasters for their channel content and thus increase in cost 7. Videocon may enter DTH by building its own set top boxes. Must Carry‘ 9. Cap on Investment (20%) 10. Interoperability Regulations 11. Cap on foreign Investment (49%) 9. Value Added Services are gaining 8. No Exclusivity in Content and Rule of ste am. 41 Airtel digital tv s standard definition broadcasts are in MPEG4 with Interactiv e Service(itv) and 7day EPG (electronic programme guide). Interactive Service(i tv) of Airtel digital tv includes a addon service which allows a user to shop , book movie tickets etc. A universal remote is included in the package which can , over IR frequencies control both the Tv and the DTH box. Like other DTH servi ce providers it also provides a Video on demand interactive service which includ es a catalogue of movies in Hindi, English and other regional languages which ca n be ordered on demand. Airtel digital launched on 8th October, 2008 with a 360

degree mega campaign "Come Home to the Magic". Since that it has launched 2 othe

r campaigns Stars come home (March 2009) and DTH Picture Clarity (August 200 9) has increased its channel base to 183+ channels. Airtel digital TV is now amo ngst the fastest growing DTH brands in the country and is available across 5000+ towns in India. It has also been ranked as the best DTH service by "Living Digi tal" magazine Strengths 1. Leveraging on brand Airtel and High brand recall 2. S uperior Picture quality 3. Leads in introducing new packages & Services. 4. Reco rding System 5. Customer service 6. Large customer in telecom services. 7. Inter active channels and program guides Opportunities 1. Larger disposable incomes wi th India Threats 1. IPTV provides superior technology if implemented 2. Tapping niche markets with Better 42 Weaknesses 1. Fourth Mover after Dish TV who captured Market Share 2. Cannot match free service like DD 3. Big Players having large market share 4. Litigation due to issues related to sports channels which it lost service and Product offering 2. Cable Set top Boxes provide easy switching due to negligible switching 3. Expansion of distribution network through exclusive stores costs 3. Increasing Competition internally 4. Dependency on CPE suppliers to som e 4. Increase in the geographical boundaries extent with Rural Market untapped 5. High dependence for transponders on ISRO 5. Growing demand for quality of servic e in the form of DTH over Cable 6. Dependency on broadcasters for their channel content and thus increase in cost 6. Value Added Services are gaining 7. Videocon may enter DTH by building steam. its own set top boxes. 43 Reliance BIG TV limited is a part of Ltd., a subsidiary of Reliance Anil Dhirubhai Ambani Group[2] founded by the Late Dhirubhai Ambani, the Indian business tycoon and owned by his son Anil Ambani. BIG TV started ope rations from 19 August 2008 with the slogan "TV ho Toh BIG Ho" ("If you have a T V, make it BIG"). It currently offers close to 240 channels and many interactive ones, 32 cinema halls (i.e Pay Per View Cinema Channels) as well as many Radio channels. The company plans to increase the number of channels in the near futur e to 400 and begin High Definition (HD) broadcast. It is the first PanIndia DTH provider that uses MPEG4 for broadcasting. There are also plans to introduce s ervices like iStock, iNews and other such interactive services in the future.. Reliance BIG TV s retailer network is spread across 100,000 outlets in 6,500 tow ns in India. This was literally unheard of in the DTH industry. They had effecti vely outstripped the competition here. When it came to pricing – packaging, their introductory offer stood at Rs. 1,490/ with 3 to 6 months of free subscription. They also introduced 32 PayPerView Movie Channels, the highest by any DTH pla yer. Not just that, while other players made subscribers pay for each movie, Rel iance BIG TV introduced the unique concept of SubscriberVideoOnDemand (SVOD) under which the subscriber paid a monthly subscription of Rs. 50/ to get a 24 x 7 access to the 21 PPV channels showing Hindi and Regional Films. We were also the first to introduce dedicated PPV channels for Marathi, Gujarati and Bhojpuri films. 44 Sun Direct is a DTH service in India, with its headquarters in Chennai, Tamil Na du. Sun Direct is a 80:20 joint venture between the Maran family and the Astro G roup of Malaysia. Sun Direct TV was registered in February 16, 2005. However, th e failed launch of INSAT 4Cresulted in a lack of transponders, delaying the laun ch. The service was finally launched on 18th Jan 2008 after availability of tran sponders from INSAT 4CR. Sun Direct offered subscribers a satellite dish and Set top box for free and basic monthly plan as low as . 110 (approximately). Because of this it achieved 1 million subscribers in 200 days Sun Direct is also the fi rst to provide highdefinition television services in India. It is the first DTH service provider to show IPL in HD format and has tie up with SET MAX. Because of the lowest pricing of any DTH in India, Sun Direct spread rapidly all over th e country. In December, Sun Direct was launched inMumbai and announced its pan I ndia launch. By 2009 it became the leading DTH provider with 3 million subscribe rs.[6] This makes it the second largest DTH service provider of India. In April 2010, Sun Direct officially launched its HD service in India. 45 Videocon d2h is a DTH satellite television provider in India based in Mumbai, us ing MPEG4 with DVB S2 digital compression technology. Videocon Leasing & Indust rial Finance Limited was incorporated on 4th September, 1986 as Adhigam Trading Private Limited.In terms of the necessary resolutions Passed under Sec. 21 of th e Companies Act, 1956, the name of the Company was changed to Videocon Leasing & Industrial Finance Limited on 14th February, 1991.The Company received a fresh certificate of incorporation from the Registrar of Companies, Gujarat at Ahmedab ad on 14thFebruary, 1991. Videocon d2h launched May 1, 2009. it came with a very good strategy for selling both of its electronic products like TV‘s DVD‘s along with the new set top box. Thi s is offering direct to TV without any set top box also. Only the antenna is eno ugh, it also came with DVD which is connected directly to the TV or antenna is c onnected to DVD which gives a best quality of out put 46 1.13 DTH Market Structure MARKETING STRATEGIES Though there has been a paradigm shift in the perception an d awareness of the DTH industry in the last two years, the challenge is to maint ain, grow and create a dynamic atmosphere for greater customer satisfaction and adoption of this category. The theme for the current year will be more value for money to the customers, enhanced value for the stakeholders of the Company, ach ieving EBITA breakeven and consolidating the number one status in the category in terms of revenue, number of subscribers and quality of service. The DTH mark et structure can be classified into three categories; Market leaders, Market cha llengers and Market followers. There is intense competition as some of the leadi ng players have not only succumbed in the sales for acquiring new customers but has started losing existing ones to Tata Sky, Big TV and other new entrants. 47 II. Literature Review 48 2.1 Background of the company DISH TV INDIA LIMITED Our Company was originally incorporated as Navpad Texturis ers Private Limited on August 10, 1988 under the Companies Act, 1956, as amended . The name of our Company was changed to ASC Enterprises Private Limited and a f resh certificate of incorporation reflecting the change in name was issued on Se ptember 29, 1995 by the Registrar of Companies, Maharashtra, Bombay. Our Company was converted to a public company and a fresh certificate of incorporation was issued by the Registrar of Companies, Maharashtra, Bombay on December 13, 1995. The name of our Company was then changed to Dish TV India Limited and a fresh ce rtificate of incorporation was issued by the Registrar of Companies, National Ca pital Territory of Delhi and Haryana, New Delhi on March 7, 2007. The registered office of our Company was shifted from 135, Dr. Annie Baesant Road, Worli, Mumb ai 400 018, India to B10, Essel House, Lawrence Road, Industrial Area, Delhi 10 0 035, India on October 4, 1999. For further details see History of the Company a nd Other Corporate Matters Zee Entertainment Enterprises Limited (formerly known as Zee Telefilms Limited‘) had transferred their direct consumer services business undertaking to our Company and further Siti Cable Network Limited (Siti Cable) and New Era Entertainment Network Limited (NEENL) was merged with our Company, as app roved by the order of the High Court of Judicature at Delhi by its order dated D ecember 18, 2006 and High Court of Judicature at Bombay by its order dated Janua ry 12, 2007 (“Scheme of Arrangment”), pursuant to which, the Equity Shares of our Co mpany were listed on BSE and NSE on April 12, 2007 and thereafter they were list ed on CSE on June 4, 2007. 49 2.2 Government Polices TRAI Rules The Direct to Home Broadcasting Services (Stan dards of Quality of Service and Redressal of Grievances) Regulations, 2007, were issued on 31st August, 2007. These regulations were issued to lay down the stan dards of quality of direct to home services and to protect the interests of dire ct to home subscribers. At the time of issue of these regulations, only two dire ct to home operators apart from Doordarshan were providing direct to home servic es in the country. Since then, three new direct to home operators have started c ommercial operations. With the evolution of the direct to home segment and the i ncrease in the number of direct to home subscribers, new issues relating to qual ity of direct to home service have arisen. In order to address these issues the Authority has decided to amend the Direct to Home Broadcasting Services (Standar ds of Quality of Service and Redressal of Grievances) Regulations, 2007. Rationale for making amendment to the Direct to Home Broadcasting Services (Stan dards of Quality of Service and Redressal of Grievances) Regulations, 2007: The Authority noted that a large number of complaints have been received from th e Direct to Home subscribers regarding dropping of channels from subscription pa ckages offered by DTH operators. In case of subscription to DTH services, a subs criber subscribes to the service on the basis of specific channels included in t he subscription package. If any channel is taken out of a subscription package a nd it is replaced by another channel then the DTH subscriber may be getting the same number of channels as earlier, but will be deprived of viewing the particul ar channel which has been removed. In case the channel which is removed is offer ed to the subscriber as an addon package then the subscriber ends up paying mor e for viewing that channel which was earlier included in his subscription packag e. This subverts the tariff protection provided to DTH subscribers by Regulation 9 of the Direct to Home Broadcasting Services (Standards of Quality of Service and Redressal of Grievances) Regulations, 2007. This calls for DTH subscribers t o know about the 50 following new rules. 1. No visiting or repair and maintenance charges of DTH equipment during warrant y period. TRAI: The DTH operators have been prohibited from charging any fee towards visit ing charges or repair and maintenance charges of DTH Consumer Premises Equipment during the period of warranty for such DTH Consumer Premises Equipment acquired on outright purchase basis. 2. The DTH operators cannot alter the subscription package during the first 6 mo nths, or till validity expiry, of a subscriber s enrollment. TRAI: The DTH operators have been prohibited from changing the composition of th eir subscription packages during first six months of enrolment to the subscripti on package or during the period of validity of a prepaid subscription package, w hichever is longer. 3. In case a channel is removed from a subscription package in the first 6 month s of enrollment, the DTH operator must reduce the price proportionately, or repl ace the removed channel with one of the same genre and language. TRAI: The DTH operators have been mandated to proportionately reduce the subscri ption charges for a package from which any channel is removed for first six mont hs of enrolment or during the period of validity of a prepaid subscription packa ge, whichever is longer or to replace the channel with a channel of same genre a nd language. 4. The option of choosing the package with reduced charges or the package with r eplaced channel has been given to the subscriber. 5. In case a removed channel needs to be replaced, the replacement option will b e in the hands of the DTH operator. 51 TRAI: Option to select the channel of the same genre and language in a subscript ion package to replace a channel which has become unavailable on the DTH platfor m, has been given to the DTH operator. 6. Your DTH operator needs to give a prior notice of fifteen days to you before changing the composition of any subscription package. 7. Subscribers are allowed to request their DTH operator to suspend their servic es for up to 3 months. However, this suspension period should not comprise the s ame calendar month. TRAI: DTH operators have been mandated to entertain requests of DTH subscribers for suspension of services if requested period of suspension does not exceed thr ee calendar months and does not comprise part of a calendar month The above rules are compulsory for DTH operators to adhere to. 52 III. RESEARCH METHODOLOGY 53 3.1Objectives of the project To do a comparative analysis of dealer satisfaction for different DTH players in India. Resource Knowledge Recharge Availability Knowledge of recharge process Problems in recharge process Entry offer Product Availability Knowledge Frequency of Visit Company Sell Executives Distributors Visibility Pamphlet Danglers Glow sign board Standees 54 3.2 RESEARCH METHODOLOGY/ DESIGN The methodology adopted for eliciting the data required for the study was survey method. It is the overall pattern or framework of the project that will dictate as to what information is to be collected, fro m which sources and by what procedures. RESEARCH METHOD Research methodology must be classified on the basis of the majo r purpose of the investigation. In this problem, description studies have been u ndertaken, as the objective of the project is to conduct the market survey about the comparative analysis of dealer satisfaction of other DTH player in India. DATA COLLECTION The information needed to further proceed in the project had bee n collected through primary data and secondary data. PRIMARY DATA Primary data consists of information collected for the specific pur pose at hand for the purpose of collecting primary data, survey research was use d and all the retail outlets sellers using different brands and their competitor s were contacted. Survey research is the approach best suited gathering descript ion. SECONDARY DATA The secondary data consists of information that already exists so mewhere, having been collected for another purpose. Any researcher begins the re search work by first going through the secondary data. Secondary data includes t he information available with the company. It may be the findings of research pr eviously done in the field. Secondary data can also be collected from magazines, newspapers, other surveys conducted by known research agencies etc. RESEARCH METHODOLOGY The respondents are consumers of various DTH. The survey wa s carried in the state of Delhi, Haryana and Punjab with the sample size of 150, 50 and 50 respectively. The survey was carried out with the help of a structured questionnaire, which helps in 55 accomplishing the research objectives. The respondents by means of personal inte rview administer this structured ended questionnaire. The respondents are consumers of various DTH. The survey was carried in the stat e of Delhi, Haryana and Punjab with the sample size of 100,50 and 50 respectivel y. The survey was carried out with the help of a structured questionnaire, which helps in accomplishing the research objectives. The respondents by means of per sonal interview administer this structured ended questionnaire. .Research design: Descriptive method is used in the research. A sufficient thoug ht has been given in framing the questionnaire and deciding the types of data to be collected and the procedure to be used. Sources of data: Primary data:Questi onnaire has been used to collect the data. It contains the open ended, closed en ded and scaling techniques. Data collection method: Survey method has been used for collecting the data. Method of communication: Indirect communication (questi onnaire) has been used for collecting the information. Sample size: 250 Dealer have been surveyed. Sampling technique: Convenience area sampling has been used in the research. Area of survey: DELHI, HARYANA and PUNJAB 56 3.3 SAMPLING DESIGN Delhi, Haryana and Punjab has a very large amount of population for carrying res earch study on any subject. It was thought proper to cover all type of outlet li ke consumer durable and recharge outlet. The sampling chosen is the non probabil ity convenience sampling, because only those dealer were interviewed that were a ccessible and available. Sample Size Selection: No statistical technique was app lied to determine the sample size. For this survey the sample size selected is 2 00 3.4 LIMITATIONS OF THE STUDY The sampling plan was based on nonprobability meth od and no scientific methods were adopted. The study concerns itself with consum er trading behavior, which is a complex activity. This is a psychological proces s and is so spontaneous sometimes, that, trader does not recognize it and remain s unaware, and when trader is asked to give his views on such buying, it cannot be 100% reliable. The sample size is not sufficient to represent the whole popul ation. Due to time constraint the survey has been done on the basis of convenien ce. 57 3.5 MARKET VISIT Date of Visit: 10th May 2010 to 25 may 2010 Sample Size : 250 Areas covered: Delhi/NCR 150 Dealers Haryana 50 Dealers Punjab 50 Dealers Objective: To do a comparative analysis of dealer satisfaction for different DTH players in India Methodology used: Interviewed Dealers TYPES OF OUTLET DELHI HARYANA PUNJAB 100% 60% 56% 50% 44% 0% CONSUMER DURABLE RECHARGE OUTLET 58 3.6 ANALYSIS & INTERPRETATION (Based on Survey Conducted for 250 Dealers) Q. Is the product available with you whenever required by customer? Product Availability Dish TV 39% 31% 85% 57% 96% 94% DELHI DISH TV DELHI HARYANA PUNJAB 141 48 49 TAT A SKY 144 45 48 96% HARYANA(50) AIRTEL 128 42 14 BIGTV 86 10 48 Tata sky Big TV Airtel 28% 6% 84% 20% 90% Sun Direct Videocon 56% 22% 96% 28% 96% 98% PUNJAB(50) SUNDIRECT 47 3 11 VIDEOCON 59 14 28 Interpretation: 94% of dealers in Delhi have the product available whenever requ ired by the customer; the same is around 96% in Haryana and 98% in Punjab respec tively Observation: Dish TV has a very strong presence in, Haryana and Punjab. The clos est competitor is Tata Sky in all the three states and has a stronger presence i n Haryana than Dish TV. We can conclude that the dealers rate Dish TV high over its competitors. Dish TV can concentrate more in all states and increase its ava ilability while striving to attain 100% in the states of Delhi and Punjab. By th is comparative study, we can say that there is still some scope for Dish in Delhi, and much larger scope in other states. 59 Q. Awareness about Entry offer and Recharge offer? Entry Offer Dish Tv 90% Tata Sky Airtel Big TV 64% 67% 60% 95% 93% 73% Haryana Sun Direct Vi deocon 96% 91% 86% 98% 98% 100% Punjab 98% 93% 99% 94% 95% Delhi DISH TV DELHI HARYANA 134 35 TATA SKY 136 42 AIRTEL 127 40 BIG TV 80 6 SUN DIRECT 46 2 VIDEOCON 53 9 PUNJAB 49 47 47 12 10 27 Interpretation: The above bar graph shows awareness of entry offer of differen t brands in three states, i.e. Delhi, Haryana, and Punjab. On Xaxis represent d ifferent brand and its awareness percentage on Yaxis according to different sta te. 95% of dealers are aware of various entry offers in Delhi, and in Haryana, t he awareness percentage is low as comparison to other. Airtel and tat sky awaren ess label is very high. Observation: The awareness amongst dealers regarding ent ry offers is not an issue in Delhi and Punjab but it comes third after Tata Sky and Airtel in Haryana upcountry. This indicates that Dish TV needs to ensure tha t the new offers are communicated well to the dealers in upcountry. Dish TV can run campaigns, increase visits, run competitions to increase the awareness. Tata Sky and Airtel Digital make sure that there dealers must be aware about their p lan and for that their distributor keep on taking feedback. 60 Recharge Offer Dish Tv 0% Tata Sky Airtel Big tv 0% 33% 0% 95% 100% 0% 79% Sundirect Videocon 0 % 98% 0% 99% 0% 95% Delhi DISH TV TATA SKY Haryana AIRTEL BIG TV Punjab SUN DIRECT VIDEOCON DELHI HARYANA PUNJAB 134 38 48 0 0 0 127 40 0 0 0 0 46 1 0 0 0 0 Interpretation: The above bar graph shows awareness of recharge offer of diffe rent brands in three states, i.e. Delhi, Haryana, and Punjab. On Xaxis represen t different brand and its awareness percentage on Yaxis according to different state. 79% of dealers are aware of various recharge offers in Haryana as compari son to other brand Observation: The awareness amongst dealers regarding recharge offers comes second after Airtel. This indicates that Dish TV needs to ensure t hat the new offers are communicated well to the dealers. Dish TV can run campaig ns, increase visits, run competitions to increase the awareness. Tata Sky and Ai rtel Digital make sure that there dealers must be aware about their plan and for that their distributor keep on taking feedback. 61 Q. Modes of recharge? Dish Tv 10% 11% 19% 31% 37% Tata Sky 58% Airtel Big TV Sun Direct 19% 19% 17% 16 % 2% Videocon 0% 4% DELHI 57% 55% 44% 47% 2% 1% 4% 16% 15% 29% EPRS DISH TV 141 EPRS VOUCHER OXYGEN ITZ 41 73 21 6 52% Voucher TATA SKY 144 53 67 23 1 AIRTEL 128 40 56 21 2 Oxygen BIG TV 86 16 47 15 2 SUN DIRECT 47 5 27 9 2 ITZ VIDEOCON 59 6 34 11 0 HARYANA Dish Tv 21% 33% 20% Tata Sky 64% 67% 60% 48% 36% 49% 56% Airtel Big TV Sun direc t 14% 0% 20% 10% 16% 13% 0% videocon 43% 31% EPRS DISH TV 48 EPRS VOUCHER OXYGEN ITZ 15 27 6 0 VOUCHER TATA SKY 45 16 22 7 0 AIRTEL 42 18 20 4 0 OXYGEN BIG TV 10 2 6 2 0 SUNDIRECT 3 1 2 0 0 ITZ VIDEOCON 14 3 9 2 0 62 Punjab DISH TV 14% 18% 21% 42% 40% 24% TATA SKY AIRTEL 68% 64% 79% 46% 44% 61% BIG TV S UN DIRECT 14% 18% 7% 43% 10% 13% 12% 0% 2% 0% VIDEOCOn 0% EPRS DISH TV 49 EPRS VOUCHER OXYGEN ITZ 12 30 6 0 VOUCHER TATA SKY 48 19 21 6 1 AIRTEL 48 20 22 5 0 OXYGEN BIG TV 14 3 11 6 1 SUN DIRECT 11 2 7 2 0 ITZ VIDEOCON 28 4 19 4 0 Interpretation: Above three graphs represent which mode of recharge used mostl y in these state. First graph represent Delhi, second graph Haryana and third gr aph represent Punjab. On the Y axis of every graph represent Percentage of user of different different modes of different brands and on X axis represent differ ent modes of recharge. Observations: Dealers prefer vouchers and oxygen for Dish TV recharge as compare d to EPRS (Electronic prepaid recharge system) as there has been lots of problem in using EPRS. On the other hand for Tata Sky and Airtel has been using EPRS an d vouchers successfully. 63 Q Do you think Recharge voucher Is readily available whenever required by Custom er? AVAILABILITY YES NO NOT DEAL 82% 63% 43% 23% 0% DELHI DELHI YES NO 65 49 HARYANA HARYANA 30 18 PUNJAB PUNJAB 37 7 38% 16% 8% 57% NOT DEAL 26 0 4 Interpretation: The above bargraph shows whether the recharge vouchers are read ily available to the Dish TV dealers or not. Here the main focus is on the speci fic mode of recharge i.e. Vouchers. Xaxis shows statewise analysis, and Yaxis shows the percentage level. In this chart, Yes‘ implies that the dealers are readi ly available with the vouchers, whenever demanded by the customer. No‘ signifies th at dealers are not available with the vouchers as the distributors don‘t provide t hem at the appropriate time. Whereas Not Deal‘ implies that the dealers don‘t deal in vouchers at all because of problems faced by them during recharge process. Obse rvation: 43% of Dish TV dealers in Delhi lacking with the proper stock of vouche rs, when demanded by the customer. But they use other modes to recharge like EPR S or Oxygen instead of Vouchers. 57% dealers are available with the vouchers, wh ereas 23% don‘t deal in vouchers. Similarly in Haryana and Punjab, we have differe nt percentages of dealers as per their dealings in the voucher recharge process. 38% of dealers in Haryana having the 64 availability issue, 63% are readily available with the proper stock of vouchers, and 0% of Dish TV dealers don‘t deal in vouchers at all. 15.6% of Punjab Dish TV dealers having the problem of not availability of vouchers, 82.2% of dealers are doing perfectly fine with it, whereas 8.2% of dealers don‘t deal with it. The ove rall scenario is good in Punjab, but the Haryana and Delhi data point out that t he dealers avoid to deal in vouchers which should be lower. The nonavailability of vouchers among dealers in these states is also very high these states. Some Dish TV dealers share their concern regarding nonavailability of vouchers and p roblems faced by them during recharge through EPRS. So they are planning to term inate their dealings in Dish TV recharge offers in near future. 65 Q. What are the difficulties faced by you in the process of recharge? Problems Confirmation SMS Frequent Change in offer 24% 6% 12% 24% 32% 40% Late Recharge S ol. Mistake 15% 0% 38% Voucher Not available Customer care 11% 16% 16% 3% 34% 26% 25% 23% DELHI CONFIRMA TION SMS LATE RECHARGE HARYANA VOUCHERS NOT AVA. FREEQUEN T CHANGES IN PRICE PUNJAB SOL. MISTAKE CUSTOMER CARE DELHI HRAYANA PUNJAB 50 11 10 40 12 13 30 18 1 15 0 6 7 0 6 30 7 4 Interpretation: Above pie chart explain various problems faced by the dealers in different states. The major problem exist in Delhi is confirmation of SMS of recharge i.e., 40% and Late recharge is the second highest problem i.e. 32%. Sam e problems are followed in Punjab as well. Whereas Haryana scratches the most pr oblematic area as vouchers which are not available on time i.e. 38% and second i s late recharge i.e. is 25%. Observation: Dealers from all states face problems in getting confirmatory text after recharging. The second major problem is the delay in the recharge process. Sometimes they have to wait too long (35 days) for the process, especially in Punjab. The other issues are frequent change in offer price, poor customer servi ce. And voucher are not available with dealers this seems to be a big problem in Haryana as due to lack of communication. 66 Q. Awareness about extra charges which have to pay by customer for the activatio n and downgrade/upgrade plan? Extra Charges No charges 16% Not any Idea 9% Late charges 38% Downgrade Charges 37% Interpretation: Above pie chart shows that how much dealers aware about extra charges which customer have to pay for reactivation or downgrade/upgrade their p lan. 38% and 37% dealers are aware that customer of Dish TV have to pay extra ch arges for reactivation and for downgrade their plan respectively. 16% dealers sa id that there is no extra charges have to pay by customer and 9% dealers are not aware a bout same. Observation: It is being observed by the survey that customer have to pay for do wn gradation (Rs 40) and reactivation. Whereas other DTH brands do not have to pay in the way like Dish TV is doing, due to which customers are more attracted towards other brands rather than Dish TV. 67 Q. How do you rate following DTH brand on the basis of following attributes? Dish TV Tata Sky Airtel DEALER FEEDBACK (EXCELLENT) 35% 43% 78% 86% 90% 78% 28% 40% 63% 79% 46% 36% 18% Availability Offer Price Quality 11% Customer Satisf action 14% After Sale Service 80% 90% 43% Interpretation: Above graph reveals that how the dealers have rate the attribu tes like availability, offer, price, quality, customer satisfaction and after sa le service according to their experience with different brands. Y axis represent % of dealers and X axis represents the attributes. Observation: As per the survey Dish TV is lagging behind its competitors for i ts quality standards, customer satisfaction and after sales service. It clearly indicates that the company needs to shift its focus in order to increase its mar ket share as it faces a very stiff competition from Tata Sky in these areas. 68 Q How frequently company executive/ Distributer visit your shop? DELHI Dish TV 42% 28% 52% 66% 69% 43% Weekly DISH TV WEEKLY 2 WEEKS MONTHLY ANYTIME NO ONE VISIT TATA SKY 25% 26% AIRTEL BIG TV 19% 28% 20% 8% 9% 11% SUNDIRECT 3% 0% 5% 5% VIDEOCON 10% 15% 23% 16% 14% 20% 2 weeks TATA SKY 100 16% 5% 0% 7% 20% No One Visit SUN DIRECT 13 VIDEOCON 25 Monthly AIRTEL 85 Any time BIG TV 45 60 28 15 10 28 20 13 7 0 20 10 7 6 20 17 04 14 12 13 0 7 15 11 2 6 HARYANA DISH TV 29% 0% 10% 76% 14% 14% 33% 20% 5% 4% 10% 21% 0% 40% 0% 4% 67% 10% 0% 21% TATA SKY AIRTEL BIG TV SUNDIRECT VIDEOCON 73% 42% 21% 0% 20% 19% 22% 23% WEEKLY DISH TV WEEKLY 2 WEEKS MONTHLY ANYTIME NO ONE VISIT 20 11 5 2 10 2 WEEKS TATA SKY 33 10 2 0 0 MONTHLY AIRTEL 32 8 2 0 0 ANY TIME BIG TV 1 2 2 4 1 NO ONE COME VIDEOCON 4 3 2 3 2 SUNDIRECT 0 0 1 0 2 69 PUNJAB DISH TV TATA SKY AIRTEL BIG TV 12% 58% 38% 0% 33% 11% SUN DIRECT 0% VIDEOCON 0% 28% 7% 11% 4% 18% 21% 67% 11% 18% 2% 0% 31% 52% 10% 6% 20% 34% 23% 0% 34% WEEKLY 2 WEEKS MONTHLY ANYTIME NO ONE COME Interpretation: Above three graphs represent about how frequently distributers v isiting to dealer‘s outlet. Different coloured bar graphs represent different bran ds. First bar graph represents Delhi and So on. Y axis represents number of deal ers and X axis represents duration of visiting of distributers. Observation: As shown in bar graph distributers of Tata sky visit more frequentl y to the dealers than other brand, 69% of dealers said that Tata sky distributer s visit on the weekly basis. 66% of dealers accepted that distributer of Airtel visit on weekly basis but dealers are very upset with Dish TV, only 43% dealer a re accepted that Dish TV distributers are visiting in their outlet. Same conditi ons are in Haryana and Punjab as well. In Haryana Tata Sky and Airtel‘s distribute rs are visiting more frequently than Dish TV. In Punjab Airtel is leading in the market. Dealers in Punjab also shared that they don‘t know who the distributer in their area is. 70 Q Visibility DELHI Dish TV 93% 83% 91% 87% 90% 92% TATA SKY 31% 34% AIRTEL BIG TV Sun Direct 20% 23 % 22% 39% 60% 89% Videocon 5% 6% 3% 4% 6% 9% 30% 38% 31% 29% Leaflet DISH TV LEAFLET DANGLERS GLOW SIGN STANDEES 130 41 126 13 Danglers TATA SKY 129 45 87 9 AIRTEL 111 48 50 5 Glowsign BIG TV 78 26 19 3 standees SUN DIRECT 39 16 11 3 VIDEOCON 55 18 12 3 HARYANA DISH TV 86% TATA SKY AIRTEL 10% 12% 4% 89% 7% 92% 10% 15% Leaflet DISH TV LEAFLET DANGLERS GLOWSIGN 44 5 7 DangleRS TATA SKY 40 3 2 Glow sign AIRTEL 36 4 5 71 PUNJAB Dish TV 68% 83% Tata Sky Airtel Big tV Sun direct 21% 17% 7% 49% 59% 40% 33% 8% danglers DISH TV LEAFLET DANGLERS GLOWSIGN STANDEES 27 4 44 2 TATA SKY 28 15 27 1 AIRTEL 39 19 23 1 Glowsign BIG TV 15 4 2 1 92% 8% 4% 2% 2% 4% standees SUN DIR ECT 10 2 2 1 VIDEOCON 19 10 6 6 Videocon 36% 17% 14% 21% 54% 83% 61% 56% Leaflet Interpretation: Y axis represents percentage of dealer having advertising tool . X axis represent all brands. Observation: As per the survey in Delhi and Punjab, dealers almost have the Gl ow sign boards and pamphlets of Dish TV as comparison to other brands. The visib ility of danglers and standees are less in comparison of glow sign boards and pa mphlets. In Punjab pamphlets are not frequently distributed, due to this the off ers are not visible to customer. 72 Q. What is the competition is doing better than us? competitors do better than us other 5% Insatllation 33% customer care 40% Support 22% Observation when we are talking about other DTH player that what they are doing which is better than Dish TV, maximum number of dealer express their views and said that Tata Sky and Airtel Digital provide one call customer service, which m ean that they never call again to customer care for same problem. Problems are s olved during the committed time. Installation: Many dealers say they recommend Tata Sky and Airtel because they get the installation done much faster in compa rison to Dish TV. With Dish, it takes up to 34 days sometimes. The company hasn‘t been able to keep up the promises made to the customers, like installation and activation commitments are often not met Support: It is being found that other DTH players are very strong in relationship building with the dealers because th ere are certain examples to prove this, like, dealer have committed any mistake than customer care and company executive won‘t take much time to solve the same or take the request of the dealer on the priority basis. 73 Q What do you like about Dish TV as compared to other DTH BRAND? LIKING IN DISH TV OFFER PRICE 52% 42% EVERTHING OK NO comment 35% 30% 22% 12% 21% 8% 8% 31% 29% 31% DELHI (141) OFFER DELHI 49 HARYANA(48) PRICE 31 PUNJAB(49) EVERTHINH OK 17 NO COMMENT 43 HARYANA PUNJAB 25 15 20 14 10 4 4 15 Interpretation: The above bar graph notifies the factors that make Dish TV bette r than its competitors as per dealers in all three states covered. The Yaxis sh ows various factors, like the offers made by Dish TV dealers, the price it offer s to its customers, or some dealers would like to rate Dish TV above than the ot her brands in all factors. There are some dealers who are indifferent among vari ous DTH brands, so they come under No Comment‘ category. Observation: 35% Dish TV d ealers in Delhi communicate that the offerings made by Dish TV is much better th an other brands, whereas the percentage of dealers which like to praise our offe rings in Haryana and Punjab is 52% and 31% respectively. The pricing strategy of our company is better rated by 22% dealers in Delhi, 49% dealers in Haryana, an d 29% dealers in Punjab. These dealers have an opinion that Dish TV prices are m ore compatible than other dealers. However, some dealers also have a view that D ish TV is overall much better than other brands, but their percentage is low. It is 12% in Delhi, 21% in Haryana, and 8% in Punjab. A large ratio of dealers eit her avoids to make any kind of comment over this question, or they are indiffere nt in their opinion in all the three states. 74 Note: The dealers which rate Dish TV higher in their offerings, also comment tha t sometimes the offerings change so frequently, that it is difficult to keep tra ck all of them. It is difficult for the dealers to understand about new offering s, and make customer understand and aware about those offerings. 75 Q Other DTH brand offers you better recharge facility. Better Recharge facility DELHI 39% 31% 31% 42% 30% 20% HARYANA PUNJAB 29% 29% 16% 15% 10% 8% QUICK RECHARGE CONFIRMATION SMS QUICK RECHARGE SUPPORT SUPPORT NO COMMENT NO COMMENT CONFIRMATION SMS DELHI HARYANA PUNJAB 23 15 15 55 20 14 21 14 5 43 4 10 Interpretation: This bar graph focuses on the facilities provided by our competi tors, which makes them compete with us in a better way and provide them a compet itive edge. This chart is complement to previous question, in which the strong a nd weak factors of Dish TV are pointed out. The Xaxis shows the various factors in which our competitors are performing better, like quick recharge process as per dealer‘s experience, quick confirmation received about the recharge being done because Dish TV has this issue of delay in getting confirmation SMS, other fact ors are support in case any mistake committed by dealer, and some dealers are ev en indifferent in their approach or refuse to rate among various DTH brands. Obs ervation: 16% dealers in Delhi point out that our competitors provide quick rech arge process as compared to Dish TV, similarly in Haryana and Punjab, the percen tage of dealers agree to this factor is 31% and 30.6% respectively. Delay in rec eiving confirmation process is among one of the weaknesses of Dish TV, whereas i t provides competitive advantage to other brands. 39% dealers in Delhi rate othe r brands higher than Dish TV in this aspect, 42% dealers in Haryana, and 29% dea lers in Punjab. However there are not much dealers that rate our competitors hig her in terms of providing better support system and their percentage is not much , but 76 significant though. They are 15% in Delhi, 29% in Haryana, and 10% in Punjab, th ey are less in number, but not insignificant as per the sample size. There are s ome dealers, who either don‘t want to share such information, or indifferent in th eir approach. Their percentage is 30% in Delhi, 8% in Haryana, and 20% in Punjab . All these factors affect the overall dealer satisfaction ratings, which is ver y significant in terms of competition. 77 3.6 HYPOTHESIS Null Hypothesis: There is no association between variable. Alternative Hypothesi s: There is association between variable. ChiSquare Tests Value Pearson ChiSquare Likelihood Ratio LinearbyLinear Asso ciation N of Valid Cases 34.731 25.992 2.972 98 a df 15 15 1 Asymp. Sig. (2sided) .003 .038 .085 a. 21 cells (87.5%) have expected count less than 5. The minimum expected count is .04. Interpretation: null hypothesis is rejected. There is association betwee n customer satisfaction and quality. ChiSquare Tests Value Pearson ChiSquare 1 .440E2 a df 12 Asymp. Sig. (2sided) .000 Likelihood Ratio 39.279 12 .000 LinearbyLinear 43.116 1 .000 Association N of Valid Cases 98 a. 16 cells (80.0%) have expected count less than 5. The minimum expected count is .02. Interpretation: null hypothesis is rejected. There is ass ociation between customer and availability. 78 ChiSquare Tests Value Pearson ChiSquare Likelihood Ratio LinearbyLinear Asso ciation N of Valid Cases 1.453E2 a df 12 12 1 Asymp. Sig. (2sided) .000 .000 .000 45.140 41.944 98 a. 17 cells (85.0%) have expected count less than 5. The minimum expected count is .02. Interpretation: null hypothesis is rejected. There is association betwee n customer and offer. Null hypothesis: there is no significant difference among group. Alternative hypothesis: there is significant difference among group. ANOV A Sum of Squares Offer Between Groups Within Groups Total availbilit Between y G roups Within Groups Total 29.829 37.273 67.102 31.672 37.808 69.480 df 3 94 97 3 94 97 10.557 .402 26.248 .000 Mean Square 9.943 .397 F 25.076 Sig. .000 Interpretation: there is significant difference between offer and availability. 79 3.8 Findings On survey 1) Maximum Dealers keep Dish TV kit and recharge facility. 2) Awareness of new c onnection and new recharge offers of Dish TV is similar to Tata Sky and Airtel D igital. 3) There is a communication gap between the company and the dealers. Thi s doesn‘t seem to be the case with other DTH providers. 4) Availability of voucher s lie between price ranges from Rs 100 to 1000. 5) Availability of voucher is on e of the major issues among Dish TV dealers, approximately 40% of dealers in Del hi and Haryana facing this problem. For small amount of recharge they use vouche rs, but use other modes of recharge for large amounts. Due to the shortage of st ock they are not able to retain their customer for long time. 6) EPRS system see ms to be the most troublesome recharge option for Dish TV. 7) In case of Dish TV because of frequent trouble complains in EPRS recharge option, vouchers are pre ferred over others that are not the case with other brands who use all other opt ions. 8) Customer care service is considered to be very poor as dealers often co mplain of problems in recharge process managed by Dish TV. 9) Many dealers say t hey recommend Tata Sky and Airtel because they get the installation done much fa ster in comparison to Dish TV. With Dish, it takes up to 34 days sometimes. 10) The company hasn‘t been able to keep up the promises made to the customers, like installation and activation commitments are often not met. 11) Connect between t he Call Center and the Service center is not good. 12) Customer Care is not reac hable on TollFree easily, waiting time is high on tollfree numbers. 13) Dish TV changes the price plans and offers more frequently as compared to ot her DTH providers. This along with improper communication confuses customers whi ch beings down the consumer satisfaction levels. 80 14) There has been a growing trend of dish TV customers and dealers being shifti ng to other major brands like Tata Sky and Airtel Digital as they provide better value added services like after sale service, recharge facilities and customer care 15) Most dealers surveyed have complained that the Distributor/Sales people do n ot visit much and they are not receiving sufficient support. 16) Other DTH brand provides best support facility, quick recharge and installat ion facility, which provides them with the competitive advantage.. 17) Good thing which i found in Dish TV according to dealer feedback is offer, d ealers and customer like their but same time they shows un satisfaction with fre quent changes in offer. 18) Specific Comments By dealers: a) Due to the bad EPRS system of Dish TV, they are not able to recharge higher amount and as they face such problems frequently, they try to recommend o ther DTH brands to their customers. b) The dealers mostly prefer to sell Tata Sky and Airtel because their installation system is very fast. Also if dealers are committed to their custome rs regarding any specific time limit, the other DTH brands never let them feel d own, which helps the dealers to keep good relation with their customers. 81 c) The dealers generally sell recharge vouchers of Tata sky worth Rs 1lac per month, but in case of Dish TV they only sell vouchers worth Rs 510k. The ma in reason behind it is lack of availability and also poor EPRS system. It took l ong time to recharge. So dealers push its customer towards Tata sky and Airtel D igital. d) There has been problem on the behalf of the distributers front, distributer h ave been setting there own price and negotiating according, this has been matter of loss for the dealers in most the case the profit got is not up to the mark. 82 3.9 Recommendation 1) Increase awareness: Since there is lack in communication channel, it should b e tackled with care and dealers should be constantly made aware about the offers and new plans through meetings with company executives at regular intervals. 2) Improve processes and techniques: In order to make recharge or activation proce ss more transparent and user friendly, the EPRS technology needs to be upgraded consistently. 3) Give more value added services: Since Tata sky and Airtel have clear edge over value added services like free installation DTH needs to mend it s strategy to face these competition. One way of doing this would be to offer at least the same service as these two competitors are trying to eat the market sh are. 4) Improvement in after Sales Services: Arrange proper training for custome r care executives as Dish TV lacks proper after sale service. 5) Standardized th e price plans and avoid frequency changing: Frequent changes in price and offers is proving no good for Dish TV as it is in way frustrates the customers with ch anges in offers without being informed about it. So Dish TV needs to watch out f or this and should pre inform the customers about the offers and changes well in advance. This in a way, I feel would create more brand loyalty and preference. 6) Voucher Availability: Make proper channel of Distribution of voucher. 7) Visibility: Danglers create more impact on customer mind, it always visible a nd promote offer and help to recall brand resonance. 83 Bibliography www.dishtv.in www.tatasky.com www.airtel.in/digitaltv www.sundirect.in www.d2h.c om www.bigtv.co.in www.sebi.govt.in 84 3.10 ANNEXURE Questionnaire 1. Name of the Dealer: ...... Location Contact No ...... City ...... 2. Is the product available with you whenever required by customer? Dish TV Tata Sky Big TV Airtel Sun Direct Videocon 3. Do you know about all the entry offers available? Dish TV Box Free offer Save r Happy Home offer Sports unlimited offer Premium Pack 4months 2490 World cup se world cup tak Premium Pack 6 month 2990 VGA Premium Pack 12 month 4490 85 Tata Sky Just Rs 1599 Exchange Offer Big TV Smart Pack 1490 Smart Pack Lite1790 Airtel Sun Direct Videocon Satellite box New Value Shine pack pack Economy Pack Metro pack Satellite DVD Ultra pack Online booking 999 4. Do you know about all the recharge offers available? Dish TV Tata Sky Big TV Airtel Sun Direct Vide ocon Pay 3 get upgrade (silver and gold) Annual Pack Super value Value 118 ch Economy 148 Mega 169 ch Ultra 176 ch Rs.525 for 4 Months Pay 3 get 4 (silver and gold saver) Half yearly Pack Super value Value 118 ch Economy 148 Mega 169 ch Ultra 176 ch R s.925 for 7 Months Pay 5 and get 6 (platinum pack) Three Month Pack Super value Value 118 ch Economy 148 Mega 169 ch Ultra 176 ch R s.1490 for 6 Months Pay 6 get 7 ( Gold and silver Pack) Recharge for 6 month get extra validity of 15 days 86 Recharge for 12 month get extra validity of 1 month If you don‘t have information then how do you gather the information? Get in touch with Company Executive Get in touch with Distributer Ask other deal er Call customer care Don‘t know 5. Card Denomination Dish TV 100, 250, 500, 10000, 1500, 3000, 5000, 6000, 9000, 10000 Tata sky 200, 300,500, 1000, 2500, 5000. Big TV Airtel 127, 160, Sun Dire ct 25, 100, Videocon 50, 100, 150, 200, 300, 500, 1000, 1500, 1600, 2900 221,303,364,264 110, 120, 122, 132, 133, 200, 253, 300, 328, 360, 364, 396, 400, 440, 6. Do you get the communication about the offers? Yes No If yes, how 87 Dish TV Comp. Executive SMS Call Distributor Tata Sky Big TV Airtel Sun Direct Videocon Other______7. Do you think recharge vouchers are readily available whenever required by cus tomer? YES NO 8. Which all modes, do you use to recharge? Dish TV EPRS Tata Sky Big TV Airtel Sun Direct Videocon 88 Voucher Oxygen ITZ ** 1Most Frequently, 2Frequently, 3Average, 4Rear 9. What are the difficulties faced by you in the process of recharge? Balance Not available on Phone Vouchers are Recharge Recharge not available not on given time failed Dish TV Tata Sky Big TV Airtel Sun Direct Videocon Otherdifficulties______10. Do you know other modes of payments? Cash Money order 89 Online Cheque Phone ATM Demand Draft/ pay order Easy Bill 11. How frequently company executive/Distributer visits your shop? Weekly 2 weeks in month Monthly Any time Dish TV Tata Sky Big TV Airtel Sun Direct Videocon 12. For what purpose? Dish TV Tata Sky Big TV Airtel Sun Direct Co Dis Videocon Co Dis Co Dis Co Dis Co Dis Co Dis Sell Information Just for meet Feedback 90 13. If customers are not able to recharge during the specific period then what a re the extra charges have to pay for the activation. Grace Period Dish TV Tata s ky Big TV Airtel Sun Direct Videocon Extra Charges or process 14. Is any extra charge required to pay for upgrade/downgrade of package? Dish TV Tata sky Big TV Airtel Sun Direct Videocon Yes/NO If yes 15. How do you rate following DTH brand on the basis of following attribute Dish TV Availabilit y Offer Price Tata sky Big TV Videocon Sun Direct Airtel 91 Quality Customer Satisfactio n After sale service ** 1 Excellent 2 Very Good 3 Good 4 Average 5 Poor 16. What is the competition is doing better than us? ______17. What do you like about Dish TV as compared to other DTH brands? ______18. Do you think that other DTH brand offer you better recharge facility? If yes , then how? ______19. How do we serve you better? ______Thanking You 92 Date: Place: Signature: Dish TV Pamphlet Danglers Glow sigh Board Standees Tata Sky Big TV Airtel Sun direct Videocon 93