DTH Project

PROJECT REPORT ON

COMPETITIVE ANALYSIS OF COMPANIES COMPETING WITH AIRTEL IN DTH SEGMENT

AT BHARTI AIRTEL TELECOMMUNICATION LIMITED, PATNA

BY ANURAG ANAND

FOR THE PARTIAL FULFILLMENT OF THE COURSE PGDM (BA)

MITCON INSTITUTE OF MANAGEMENT BALEWADI, PUNE – 411045 2008-10 INDEX

Sr. No.

Topics

1

Executive Summary Certificate From MIMA Certificate From Company

2

Acknowledgement

3

Company Profile

4

Research Problem & its Ba Background

5

Objective, Hypothesis & Scope

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Research Methodology

7

Data Presentation & Analysis

8

Findings & Conclusions

9

Suggestions & Recommendations

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Limitations & Scope for Further Studies

11

Annexure

Page No.

EXECUTIVE SUMMARY

TOPIC 1 EXECUTIVE SUMMARY In my Summer Summer Intern Internshi ship p of 2 Months Months,, I joined joined Bharti Bharti Airtel Airtel Teleco Telecommu mmunic nicati ation on Limited, Patna, and the topic which I got to do research on was ‘Competitive Analysis

of companies competing Airtel in DTH Segment’ . In India, DTH sector is rising with

the increasing demand by the Customers & also because of the poor services & low  picture and sound quality provided by the local cable operator to the customer. The businesses at Bharti Airtel have been structured into three individual strategic   business units (SBU’s) - Mobile Services, Airtel Telemedia Services & Enterprise Services. Airtel Telemedia Services business offers broadband & telephone services in 95 cities and has recently launched India's best Direct-to-Home (DTH) service, Airtel digital TV. As being a competitive analysis, I had to go through all the companies competing Airtel in DTH Segment i.e. Tata Sky, Dish TV, Big TV & Sun TV & also the future competitor. For this research I had to go to various places, such as •

Visit to various retail outlets throughout Patna & Danapur.

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Visited market of Patna & Danapur with the help of FOS of the Company

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Visit to customers homes for survey.

For the further research people to whom i surveyed by the help of questionnaire were •

Retailers

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FOS

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Customers: 1. Airtel Digital TV User  2. Other than Airtel Digital TV User i.e. Tata Sky, BIG TV. Dish TV & Sun TV 3. Local Cable User 

The survey of retailers was done in order to find out: •

Most demanded product in the market.

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To find out that is Airtel successful in market or not

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Features of Airtel Digital TV known to him & are they communicating this to customers or not

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Brand liked by them

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Margins given to them by various companies.

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 No of brands they keep in their store To find out any situation faced by him in dealing with customer 

The survey of FOS was done in order to find out •

Salaries & incentives provided by company to him

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Customer mindset before purchasing

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To find out any situation faced by him in dealing with customer 

The survey of Airtel Digital TV Customer was done in order to find out •

Reason for purchasing Airtel Digital TV

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Person that influence him to purchase Digital TV

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Features of Digital TV most liked by them

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Their Satisfaction Level

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Any problem faced by them

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Their convenience of purchasing & getting recharge vouchers

The survey of other than Airtel Digital TV Customer was done in order to find out: •

Reason for purchasing the respective DTH Connection

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Features more liked by him about the respective DTH Company

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Problem faced by them

The survey of Local Cable Customer was done in order to find out •

Are they getting the good picture & sound quality or not

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Any problem faced by them

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Reason for not purchasing any DTH Connection

CERTIFICATE FROM MIMA

CERTIFICATE FROM COMPANY

Topic 2 Acknowledgement This is to certify that I, Anurag Anand, a student of PGDM – BA course from MITCON Institute of Management, Pune have done my 2 months duration summer internship from Bharati Airtel Telecommunication Limited, Patna (Bihar). I am deeply indebted to my External Guide Rakesh Kumar (ZSM) & Rohit Kumar (TSM) of Bharati Airtel Telecommunication Limited, Patna Branch who shared their golden knowledge to nourish my knowledge. I also gradually acknowledge the valuable guidance given by Prof. Shashank Divekar  throughout my project. I am heartily thankful to Prof. Sanju Davis, the Dean , Dr. Vidyadhar Vedak, the Director  and Prof. Santosh Mahajan, the Registrar of MITCON Institute of Management who throughout the project gave me moral support and guidance.

Finally, acknowledgements to all the employees of Bharati Airtel Telecommunication Limited, Who throughout the project helped me out to nurture my skills and finish the  project work successfully. To all I’d like to express my most sincere thanks including my parents and GOD.

COMPANY PROFILE

TOPIC 3 COMPANY PROFILE About Bharti Airtel: -

Telecom giant Bharti Airtel is the flagship company of Bha rti Enterprises. The Bharti Group has a diverse business portfolio and has created g lobal brands in the telecommunication sector. Bharti has recently forayed into retail business as Bharti Retail Pvt. Ltd. under a MoU with WalMart for the cash & carry business. It has successfully launched an international venture with EL Rothschild Group to export fresh agri products exclusively to markets in Europe and USA and has launched Bharti AXA Life Insurance Company Ltd under a joint venture with AXA, world leader in financial protection and wealth management. Airtel comes to you from Bharti Airtel Limited, India’s largest integrated and the first private telecom services provider with a footprint in all the 23 telecom circles. Bharti Airtel since its inception has been at the forefront of technology and has steered the course of the telecom sector  in the country with its world class products and services. The businesses at Bharti Airtel have  been structured into three individual strategic business units (SBU’s) - Mobile Services, Airtel Telemedia Services & Enterprise Services. The mobile business provides mobile & fixed wireless services using GSM technology across 23 telecom circles while the Airtel Telemedia Services business offers broadband & telephone services in 95 cities and has recently launched India's best Direct-to-Home (DTH) service, Airtel digital TV. The Enterprise services provide end-to-end telecom solutions to corporate customers and national & international long distance services to carriers. All these services are provided under the Airtel brand. Business Divisio ns: -

1. Mobile Services: - Bharti Airtel offers GSM mobile services in all the 23-telecom circles of India and is the largest mobile service provider in the country, based on the number of  customers. 2. Airtel Telemedia Services: - The group offers high speed broadband internet with a best in class network. With Landline services in 94 cities we help you stay in touch with your  friends & family and the world. Get world class entertainment with India’s best direct to home (DTH) service digital TV in more than 150 cities 3. Career Services: - The Company compliments its mobile and broadband & telephone services with national and international long distance services. It has over 35,016 route kilometers of optic fibre on its national long distance network. For international connectivity to east, it has a submarine cable landing station at. For international connectivity to the west, the Company is a member of the South East Asia-Middle EastWestern Europe – 4 (SEA-ME-WE-4) consortiums along with 15 other global telecom operators. 4. Enterprise Corporate Services: - The Company compliments its mobile and broadba nd & telephone services with national and international long distance services. It has over  35,016 route kilometers of optic fibre on its national long distance network. For  international connectivity to east, it has a submarine cab le landing station at. For  international connectivity to the west, the Company is a member of the South East AsiaMiddle East-Western Europe – 4 (SEA-ME-WE-4) consortiums along with 15 other  global telecom operators.

About Airtel Digital TV: -

Airtel digital TV is a part of Bharti Telemedia Ltd a subsidiary of Bharti Airtel Limited owned  by Sunil Mittal the Indian telecom giant who brought mobile Services to India Through the largest mobile service Provider Of India Airtel . Airtel digital TV Started operation from 9 October 2008 with a slogan "Come Home To The Magic ". It currently offers close to 150 channels [3] and many interactive ones as well as World Space Satellite Radio channels. The company plans to increase the Channels in near future. It shows many interactive channels and  plans to bring internet on DTH by using Airtel Live, It is the second pan India DTH provider   providing MPEG-4 technology. Airtel digital TV service is available to customers through 21,000 retail points including Airtel Relationship Centers in 62 cities & the numbers are increasing day by day. Airtel digital TV uses the latest MPEG4 standard with DVB S2 technology. This latest technology enables delivery of more complex interactive content and is High Definition ready. Features Airtel Digital TV •

•

•

Airtel digital TV uses 20% larger dish antenna that offers better performance during rain. It comes with a universal remote for both Set Top Box and TV that offers enhanced viewer convenience Highest Set Top Box memory enabling more interactive applications

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World space Radio Interactive applications such as iMatinee (Book cinema tickets), iTravel (Browse and  book travel packages), iShop (Shop on TV for your favorite brands), iCity (Get your  city’s information) and Widgets (Update yourself on latest stock news). 8 screen iNews, 2 / 4 screen iSports.

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Games with high quality graphics, refreshed every 6 weeks

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Audio gain control for uniform audio levels across all channels

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Simple and intuitive search

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On screen account meter 

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Last viewed channel in case of power disruption/switch off 

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Low battery indicator on the screen

RESEARCH PROBLEM AND BACKGROUND

TOPIC 4 RESEARCH PROBLEM AND BACKGROUND

The topic allotted to me for the research was ‘Competitive Analysis of companies, competing with Airtel in DTH Segment’ in the Patna region. Airtel is a new entrant in this segment & is trying to get a foothold in the market. It was launched on 9th of October 2008 all over India. The  problem of the research was mainly to find out why the sales of the Airtel are not picking up fast  but the competitor like Tata Sky sale was high instead Tata Sky is costlier that Airtel Digital TV. The focus was also on to find out the current position of the company and also the level of  competition which is their in this segment & also to analyze the future competition to be in this sector. In addition the problem was also to find out the effectiveness of promotional strategies opted by Airtel. Other points which were considered during the survey were to find out the in shop displays of Airtel Digital TV, after sale services and also the quality of the products in comparison to its competitors.

BACKGROUND Competitive Analysis is an important part of the strategic planning process. Why competitive analysis?

Some businesses think it is best to get on with their own plans and ignore the competition. Others  become obsessed with tracking the actions of competitors. Many businesses are happy simply to track the competition, copying their moves and reacting to changes. Competitive analysis has several important roles in strategic planning:

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To help management understand their competitive advantages / disadvantages relative to competitors.

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To generate understanding of competitors past, present and most importantly future strategies.

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To provide an informed basis to develop strategies to achieve competitive advantage in the future.

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To help forecast the returns that may be made from future investments (e.g. How will competitors respond to a new product or pricing strategy?)

DTH Segment in India is completely a new & the attractive sector. Most of the companies are getting attracted to this sector. This is the reason that there are already five players in the market including Airtel & Videocon is entering in the market in less than 2 months. Airtel entered this market on 9th October 2008 with one of the strategy of lunching it under “AIRTEL” Brand  Name. This has given him a biggest advantage in getting the market share at the early stage of its launch. But in this market Tata Sky at present & also when Airtel Digital TV was launched was & is dominating the market, with its wider reach in rural areas. Still after around 1 year of its launch, Airtel Digital TV is running behind Tata Sky in the Market. So there was a need of doing competitive analysis in order to know the Strengths & Weakness’ of its competitors & formulate the strategy accordingly to succeed in the market. Whereas Bihar is concerned it is the 12th largest state in terms of geographical size at 38,202 sq mi (99,200 km²), and 3rd largest by population. Close to 85 percent of the population lives in the rural countryside. Almost 58 per cent of Bihari’s are below the age of 25, which is the highest in India. When we talk about Bihar there are only 3 to 4 major cities like Patna, Bhagalpur, Muzaffarpur & Gaya. Out of these 4 only Patna as the capital of Bihar is developed area with a population of around 50 Lakhs. My survey was limited to the Patna, Danapur & its surrounding areas of Bihar. Though while visiting to my native place (Kosi Region i.e Saharsha, Supaul & Madhepura) I also judge the competition over there & also some other areas of Bihar. In these entire places I have tried to find out market potential of all these areas & also what is the customers choice in today’s era where DTH Companies are dominating the market & providing a better service to its customer  with Good Features, Picture & Sound Quality then the Local Cable Operator. I have tried to find

out that are people of Bihar happy with the Local Cable Connection or are they slowly switching over to the DTH Connection. The motive of this survey was also to determine our competitors, our customers and their  expectations, strategies that could provide us with a distinct advantage, the barriers that can be developed in order to prevent competition from entering our market and any weakness that can  be exploited within the product development cycle. As discussed above out of total population of Bihar i.e. around 8 Crore & out of this population 85% of them are still living in rural areas. So there is lots of scope in the rural areas. Also according to the Business World 27th April 2009 issue in its Automobile section with a topic named “Rural India In Driver’s Seat” sys that at present economic downturn rural people are the one who are buying actually the things for their personal uses. Either it is Luxurious or NonLuxurious. Also if we consider the same data then it says that 58% of the Bihari people are the below the age of 35. Again if any DTH company target these young people than it would certainly increase their sales in Bihar, as in Bihar today these young people have great influence on buying decision of any thing or item in their respective house.

OBJECTIVES, HYPHOTHESIS AND SCOPE

TOPIC 5 OBJECTIVES 1. To find the competitiveness of companies competing Haier in the

2. To find the company’s current position in the market. 3. To analyze the features of the highest demanded product of competing companies with

Haier’s equivalent product. 4. To identify effectiveness of promotional strategies of the company. 5. To study the factors considered by customers while purchasing.

HYPOTHESIS 1. The after sales services provided by Haier are far much better than the competitors. 2. The quality of refrigerators of Haier is better than its competitors. 3. Promotional activities of Haier are less in number. 4. In shop displays of Haier’s product is less as compared to its competitor.

SCOPE

1. The study was limited to Patna & Danapur region only.

2. Geographical area under the study has been divided into various parts: •

Station Road

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Ghandhi Maidan

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Exhibition Road

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Fraser Road

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Bakarganj

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Boring Road

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Belly Road

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Kurji Mor 

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Punia Chak 

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Patel Nagar 

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Kankarbagh

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Hanuman Nagar 

1. Time:

Time also was a very important and crucial factor, as I have dedicated 1 month for Consumer  Research and a half month for the Retailer Research.

RESEARCH METHODOLOGY

CHAPTER 6 RESEARCH METHODOLOGY The research consisted of various steps

COLLECTION OF DATA

PRIMARY DATA

SECONDARY DATA

DATA SORTING AND ANALYZING

DATA PRESENTATION

DATA INTERPRETATION AND RESULTS

Sources of Data Collection

1. Primary data : Data observed or collected directly from first hand experience is known as primary data. In other words original data derived from a new research study and collected at source, as opposed to previously published material. In my research following are the ways through which I derived the primary data •

Direct Visits to retail shops.

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Interview to the retailers

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Interview to the customers.

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Telephonic interview.

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Discussion with FOS

1. Secondary data : Data collected from the second hand experience is known as secondary data. In other  words we can say that data collected apart from the direct surveys is called secondary data. Under my research secondary data were as follows •

Internet.

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Monthly Magazines.

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Airtel Digital TV official website.

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Customer Database provided by Airtel.

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Catalogues.

RESEARCH DESIGN

A plan plan for collecti collecting ng and utilizin utilizing g data data so that that desire desired d inform informati ation on can be obtain obtained ed with with sufficient precision or so that a hypothesis can be tested properly. This is research design. It could be also said as a framework or plan for a study that guides the collection and analysis of  the data.

TYPES OF RESEARCH DESIGN Exploratory Research ○

Desi Design gned ed

to

gene generrate ate

basi basicc

kno knowled wledge ge,,

clar clarif ify y

relev elevan antt

issue ssuess

unco uncove ver  r 

variab variables les associ associate ated d with with a proble problem, m, uncover uncover inform informati ation on needs, needs, and/or and/or define define alternatives for addressing research objectives. ○

A very flexible, open-ended process.

Descriptive Research ○

Design Designed ed to provid providee furthe furtherr insigh insightt into into the resear research ch proble problem m by descri describin bing g the variables of interest.

○

Can be used used for profil profiling ing,, defini defining, ng, segmen segmentat tation ion,, estima estimatin ting, g, predic predicti ting, ng, and examining associative relationships.

Casual Research ○

Designed to provide information on potential cause-and-effect relationships.

○

Most practical in marketing to talk about associations or impact of one variable on another.

This research which was of ‘Competitive ‘Competitive Analysis of Companies, Companies, competing competing Haier’ was totally of exploratory in nature.

METHODOLOGY

1. Type of Research: Exploratory Method 2. Sample: Area wise

3. Metho Methods ds of of Data Data Coll Collec ectio tion: n: ○

Primary: Direct Visits, Interviews etc.

○

Secondary: Catalogues, Monthly Magazines etc.

4. Sampling Unit: Dealers and Customers.

5. Size Size of Sam Sample: ple: ○

Dealers: 30 shops.

○

Customers: 45 customers.

NATURE OF STUDY The research study was totally exploratory in nature because the study was fully of findings as I took out the feedbacks from the dealers and the customers regarding the Haier products and the services provided by Haier. Under this process I had to visit to many places such as •

Visits to various retail outlets.

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Visits to Danapur located near Patna

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Visits to customer’s homes

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Visits to exclusive showrooms.

DATA PRESENTATION AND ANALYSIS FROM RETAILER POINT OF VIEW

TOPIC 7 DATA PRESENTAION AND ANALYSIS FROM RETAILER POINT OF VIEW

Data Analysis The above graph shows number of DTH Brand kept by various retailers in their stores of various DTH Company. Out of 30 Retailers targeted, almost all of them have kept Airtel Digital TV in their stores. Out of  30, 29 have kept Airtel Digital TV along with other Brands i.e. BIG TV, Tata Sky, Dish TV & Sun TV. There were less number of retailers who have kept BIG TV & Sun TV in their stores which is 19 & 18 respectively. However Tata Sky & Dish TV was kept by 26 & 24 retailers. This shows that Airtel Digital TV have been kept by most of the retailers. However my research was basically targeted on those retailers who have kept Airtel Digital TV along with other brand in their stores in order to understand the demand of the Airtel Digital TV in Market.

Data Analysis The above graph shows the demand of DTH Brand in all the 30 stores surveyed. From above we can say that: Airtel Digital TV is highest in demand in 16 Retail Stores out of 30 surveyed. BIG TV is being demanded only in 1 Retail Store. Tata Sky also in good demand as it is demanded highest from 9 Retail Stores out of 30 surveyed. Dish TV is highest demanded from 4 Retail Stores only. It is slowly loosing its market share. While Sun TV is not demanded highest from any of the Retail Store surveyed.

Data Analysis

The above graph shows the reason of demand of various DTH Brand in the market. Airtel Digital TV is mostly demanded in the market mostly because o f its Price & Package they offer to customer. BIG TV is because of the Brand Name it carries of Reliance. Tata Sky is mostly demanded in the market becau se of the service they to their customer even in the Rural & Backward area in which Airtel is lacking behind. Dish TV is sold because of its quality only. Sun TV is not have any preferred reason for sale & also it is new in market.

Data Analysis

The above graph shows the Retailers Favorite DTH Brand. Airtel Digital TV is favorite brand of 11 retailers. BIG TV is favorite brand of 3 retailers only.

Tata Sky is the most favorite brand among retailers as it is favorite o f 13 retailers out of 30 surveyed. Dish TV is also the favorite brand of 3 retailers only. While Sun TV is not the choice of any of the retailer surveyed.

Data Analysis The above graph shows the retailers suggestion to the customer to buy DTH Brand when asked them which one to purchase. The above graph clearly shows that most of the retailers suggest buying Tata Sky to the customer, which is suggested by 11 retailers out of 30 to its customer. 8 retailers have suggested buying Airtel Digital TV to its customer. While 8 retailers told that i explain the offers to the customer & they decide which one to buy. For BIG TV & Dish TV only 1 & 2 retailers respectively have suggested its customer for buying it.

Data Analysis The above graph shows the reason why the retailers suggest the customer to bu y respective DTH Brand. Airtel Digital is mostly suggested by the retailers to its customer because of its Price & Package its offer to customer. Big TV & Dish TV is suggested by retailer to its customers because of its Package they offer to customer. Tata Sky is suggested by retailer to its customers because mainly of its kind of service it provide to its customers. Price & package are costly to o f Tata Sky then its competitor.

Data Analysis The above graph shows the highest margin given to retailers by DTH Companies. Most of the retailers i.e. 17 retailers told that Airtel Digital TV gives them more margin than the other company. However 2 retailers told that Tata Sky gives them more margin & only one retailer told that BIG TV gives them more margin. Also out of 30 retailers surveyed 10 retailers told that all DTH Company is providing almost same margin to them. As Airtel Digital TV gives more margin to the retailers maximum of them are telling to customer  to buy Airtel Digital TV in order to earn more & more margin. This is also one of the reasons that Airtel Digital TV is sold more in market.

Data Analysis  The above graph shows the retailers knowledge about the Airtel Digital TV features, which make sit unique from other DTH Brand.  There are 63% of the retailers who knows about the features of Airtel Digital TV but some of them were still not communicating it to the customer, so that customer can make some decision of whether to purchase it or not. While there are also 37% retailers who don’t know about the features of Airtel Digital TV. When I met with some retailer as a customer then while explaining about the various DTH Brands they were only telling to me about the Price & the package factor. When I ask about the unique features of the different brand they were clueless.

DATA PRESENTATION AND ANALYSIS FROM CUSTOMER POINT OF VIEW

FROM CUSTOMER POINT OF VIEW (OTHER THAN AIRTEL DIGITAL TV USER)

Data Analysis The above graph shows the different DTH Company services used by the different customers surveyed. Out the 15 Customers targeted who were using the DTH Services of DTH Companies like Tata Sky, BIG TV, Dish TV & Sun TV. While conducting research I found most of the customers were using Tata Sky i.e. it was used by 67% of the Customer surveyed. Then 20% were Dish TV & only 13% were BIG TV Customers. While I didn’t find any Sun TV Customer.

How the Customer come to know about the respective DTH Brand

Data Analysis The above graph shows that how the customers of Tata Sky come to know about it & purchased it. The above graph shows that most of the customers come to know through advertisements. 46% of them come to know about Tata Sky through Advertisements. 20% each come know through about friends & 7% each come know through Catalogue & Display & other sources of information. Here source include Tata Sky used by the Tata Sky employee & company have provided him the same.

Data Analysis The above graph shows that how the customers of Dish TV come to know about it & purchased it.

The above graph shows that most of the customers come to know again through advertisements. 50% of them come to know about Dish TV through Advertisements. 25% come know through about friends & 25% come know through other source i.e. through relative.

Data Analysis The above graph shows that how the customers of BIG TV come to know about it & purchased it. The above graph shows that out the 2 BIG TV Customer 1 of them come know about BIG TV through advertisements & while one was the retailer only who was using BIG TV for his  personal use at his home.

On whom suggestion customer have purchased the respective company DTH Brand

Data Analysis The above graph shows who basically influence the behavior of the customer while taking decision to purchase the Tata Sky. Out of the 9 customer surveyed 56% of the have taken the decision of self of purchasing by going through all the details of the various company. 22% have purchased Tata Sky on suggestion of its friends. While 11% each have purchased Tata Sky on the basis of suggestion given by Retailer & Family.

Data Analysis The above graph shows who basically influence the behavior of the customer while taking decision to purchase the Tata Sky. Out of the 4 customer surveyed of Dish TV 50% each have purchased Dish on the basis of  suggestion given by Family & self decision taken.

Data Analysis The above graph shows who basically influence the behavior of the customer while taking decision to purchase the BIG TV. Out of the 2 customer surveyed 1 of them were retailer so he have purchased it for self use while the other one have purchased it by taking the self decision. The 2nd customer have purchased it  because of the Brand Name of Reliance.

Reason for Purchasing Respective Company DTH Brand

Data Analysis The above graph shows the reason why the Customer of Tata Sky have purchase it. 45% of them purchased because of better services provide by Tata Sky to its customer. 11% purchased because of features available with the Tata Sky.

22% each purchased it because of Brand Name of Tata. 22% also purchased because of other reason like Company Provided to its Employee & Because of better picture quality which they were not getting through cable connection.

Data Analysis The above graph shows the reason why the Customer of Dish TV h as purchased it. 50% of them purchased because of the features available with the Dish TV as it was new at that time & there were no competitor in the market. These customer were also using Dish TV for  more than 2 years. 25% have purchased because the kind of service provided by the Dish TV to its customer. 25% have give given other reason of purchasing like it was FAMOUS AT THAT TIME, so they  purchased. Brand name was selected by the customer because they were not knowing that who owns Dish TV.

Data Analysis

The above graph shows the reason why the Customer of Dish TV h as purchased it. 2 of the customer surveyed of BIG TV one of them have purchased it because of the Brand  Name of Reliance & the 2nd one have purchased because of MPEG4 technology used in it.

Data Analysis The above graph shows the level of satisfaction of the various DTH users. Out the total 15 customer surveyed the 9 customer of Tata Sky told that they were completely satisfied with the service of Tata Sky. In case of Dish TV out of 4 customers only 1 customer was not satisfied with the service provide  by Dish TV. He said that in case of any problem faced by him prompt service is not provided by Dish TV. Both of the BIG TV Customer told that they are completely dissatisfied with the level of service  provide by BIG TV. Reason given by them was like most of the time they didn’t get Recharge Voucher & have to wait for longer period to get it.

Data Analysis The above graph shows that are the customers facing any kind of Problem while using respective DTH Brand. Tata Sky customer told that they have not faced any kind of problem till now. Some of them were using Tata Sky for 2 years. Out of 4 customers surveyed of Dish TV only 1 customer complained about the problem faced  by him while using Tata Sky. Problem was basically that Prompt service not provided to him by the Dish TV. While both of the customers of BIG TV have complained about the Poor Service of BIG TV & also about the not availability of BIG TV recharge voucher for most of the times.

Rating Given by the customer of respective company DTH Brand

Data Analysis The above graph shows the rating given by Tata Sky customers to Tata Sky on various points of  rating. Out of the 9 customer surveyed of Tata Sky, it has been rated as below: In terms of Service it has been rated Good by 6 Customers & Excellent by 3 Customer. In terms of Package it has been rated Good by 6 Customers & Excellent by 1 Customer & Average by 2 Customers.

In terms of Picture Quality it has been rated Good & Excellent by 4 Customers each & Average  by 1 Customer. In terms of Sound Quality it has been rated G ood by 6 Customer & Excellent by 3 Customer. In terms of Convenience it has been rated Excellent by 5 Customers & Good by 4 Customers. When we talk about Overall Rating to Tata Sky it has been rated Good by 6 Customers & Excellent by 3 Customers.

Data Analysis The above graph shows the rating given by Dish TV customers to Dish TV on various points of  rating. Out of the 4 customer surveyed of Tata Sky, it has been rated as below: In terms of Service it has been rated Average by 3 Customers & Good by 1 Customer. In terms of Package it has been rated Good by 2 Customers & Average by 2 Customers. In terms of Picture Quality it has been rated Good by 3 Customers each & Excellant by 1 Customer. In terms of Sound Quality it has been rated G ood by 3 Customer & Excellent by 1 Customer. In terms of Convenience it has been rated Good by all 4 Customers because it has a wide reach to the various areas. So customer finds its easier to purchase Recharge Voucher etc. When we talk about Overall Rating to Dish TV, it has been rated Good by 3 Customers & Average by 1 Customers.

Data Analysis The above graph shows the rating given by BIG TV customers to BIG TV on various points of  rating. Out of the 2 customer surveyed of BIG TV, it has been rated as below: -

In terms of Service it has been rated completely Average. In terms of Package it has been rated Good & Average Equally. In terms of Picture Quality it has been rated Good by both of the customers. In terms of Sound Quality it has been rated G ood by both of the customers. In terms of Convenience it has been rated Average by both of the customers. When we talk about Overall Rating to BIG TV, it has been rated Good & Average equally by the customer.

Data Analysis The above graph shows that are the Other DTH Brand user have heard the name of Airtel Digital TV or not. Out of the 15 customer surveyed 87% i.e. 13 of them have heard the name of Airtel Digital TV while 13% i.e. 2 of them told me that they have not heard the name of Airtel Digital TV.

Data Analysis The above graph shows that are the customer other DTH Brand have the idea about Airtel Digital TV Features. Out 15 customer surveyed only 4 of them i.e. 27% of them were not know to the features of  Airtel Digital TV. While 73% i.e. 11 of them doesn’t have any idea about Airtel Digital TV Features.

Data Analysis The above graph shows that whether other DTH Brand user would be interested in purchasing Airtel Digital TV in near future or suggest some of its friends or relatives to p urchase it. Out of 15 customer surveyed only 3 of them i.e. 20% of them told that they will either purchase or suggest their relative or friends to purchase it. While rest of the 12 Customer i.e. 80% of them told that No they would not suggest anybody or purchase Digital TV in near future. Instead Tata Sky user said that they suggest their Friends & Relative to purchase Tata Sky only.

FROM CUSTOMER POINT OF VIEW (LOCAL CABLE USER)

Data Analysis The above graph shows that how long the Local Cable Customer are using Cable Connection. Out of 15 customer surveyed 60% of them have been using Local Cable Connection for more than 2+ Years. Some of the customers were using it for more than 10 Years. 20% of them were using it between 1 to 2 years 13% were using between 1 to 6 Months. While 7% of them were using it between 6 to 12 months.

Data Analysis The above graph shows that are Local Cable Customer facing any kind of Problem in using Local Cable connection. Out of 15 customer surveyed 73% of them told that they are facing the Problem while using Cable Connection while 27% told that they are not facing any kind of problem in using it.

Customers told that most of the time they contact the Local Cable Operator to fix the problem  but sometimes it automatically get fix. However the time taken by Cable Operator to fix the  problem is something around 2 days.

Data Analysis The above graph shows that the problem faced by the Local Cable User in terms of Picture Quality. Out of the 15 Customer surveyed 67% of them told that they are not facing the Problem of  Picture Quality while 33% of them told that they are facing the Problem of Picture Quality.

Data Analysis The above graph shows the amount paid by the Local Cable Connection user per month in order  to view the channel to the Cable Operator. From the above graph we can conclude that most of the customers i.e. 9 out of 15 were paying  between 100-150 per month in order to view all the channels. So if a DTH Brand wants to target these customers then they will have to definitely bring down the price to this level, which must include all these channels. While 3 of them were paying between 50 to 100 Rs per month. 2 of them were paying 150 to 200 Rs per month & 1 of them were 200+ Rs per month in order to view all channels.

Data Analysis The above shows that the price the Local Cable Connection user are paying they cost effective for them. 73% of the People told that the price they are paying for viewing channel per month is cost effective for them while 27% of them told that it is not Cost Effective for them.

Data Analysis The above graph that why the Local Cable Connection user have not purchased any of the DTH Brands. 60% of the Customer told that the Prices of purchasing are higher which cost around Rs 2000 of  every DTH Brand & also the per month viewing cost are higher if we want to view all the channels. 13% of them that there are always some hidden cost. 7% told that it is not user friendly i.e. not convenient to use. 20% of them have give other reason of not purchasing. Some of the Reasons were: a) Satisfied with the Local Cable Connection  b) No Knowledge about the DTH Brand & Its Function & Benefits c) Not Needed

Data Analysis The above graph shows the interest level of the Local Cable user in purchasing any of the DTH Brands in the Market. 67% of the Local Cable User told that they would be interested in purchasing any of the DTH Brands available in the market. While 33% of the told they are not interested because they are satisfied with the Local Ca ble Connection.

Data Analysis The above graph shows the DTH Brand customers have decided to purchase. Out of the 10 customer decided to purchase the DTH Brand 4 of them have not decided yet which one to purchase. 3 of them have have decided to purchase Airtel Digital TV. 2 of them have decided to Purchase Tata Sky.

Data Analysis

The above graph shows that whether the Local Cable user have heard about Airtel Digital TV or   Not. 87% of the user have heard the name of Airtel Digital TV. While only 13% i.e. 2 out of 15 people have not heard about Airtel Digital TV.

Data Analysis The above graph shows the features known to the Local Cable User about Airtel Digital TV User. 60% of the Customers did not know about the Airtel Digital TV Features. 33% of the customer was aware of features like Universal Remote, which is being highlighted highly by Airtel. 7% i.e. only one customer was knowing about World Space Radio which Airtel provide to its customer.

Data Analysis The above graph shows the interest level of Local Cable in purchasing Airtel Digital TV. 53% of the people have not yet decided which DTH Brand they want to purchase. 34% of them told that they want to purchase Airtel Digital TV. While 13% of the Customer told that they are interested in purchasing Airtel Digital TV.

FINDINGS AND CONCLUSIONS

Topic 8 FINDINGS As survey was totally dependent on competition point of view, thus after surveying the various retail outlets & I came to the following conc lusions: 1. 2. 3. 4. 5. 6. 7. 8.

Less number of distributors Less number of retailers in every market but specially in Kankarbagh Area Some of the retailers do prefer to sell Digital TV than the competitor  Frequent visit of FOS to the retailer point is not there Market is irregulated Promotional Activities done by Airtel is Less Banners of Airtel Digital TV is not done properly in many retail outlet

Problems prevailing in market because of the promotional offers for retailers i.e. because of slab based scheme

9. Demo of the company is not properly utilized in the retail outlets 10. Many of the retailers don’t know about the features of Airtel Digital TV 11. Engineers are reluctant in going to rural areas. They some time take even 4 or more days for going for installation in the rural areas.

CONCLUSION 1. Strategy of Launching Digital TV under Airtel name have created a brand in itself in the market 2. Airtel needs to improve its service level to its customer. This is one of the biggest reason that Airtel is lagging behind from Tata Sky in the Market & has a less reach in rural areas 3. Airtel Digital TV is preferred by the customer because it is cheap er than the other  competitor DTH Brand in the Market & also gives more benefit. 4. Airtel is doing well in Urban Ares but not so good in rural areas.

SUGGESTIONS & RECOMMENDATIONS

TOPIC 9 SUGGESTIONS AND RECOMMENDATIONS On the basis of Findings and Conclusion, my suggestions and recommendations to Airtel Digital TV are as follows: 1. Service level must be increased & the Tier System of providing the service level must be abolished as it doesn’t have reach to all customers 2. More number of distributor points should be made. As there are only 2 distributor which are covering the whole Patna & its neighboring area. 3. Retail outlets must be increased 4. Promotional activities must be increased. It can be do ne by putting some hoardings on the

various parts of Patna.

5. Airtel Relationship Centre (ARC) must be opened in Patna, which will not only cater the

needs of Mobile Customer but also the DTH Customer. 6. Display at various retail outlet need to be improved 7. More number of engineers should be increased in order to improve the service level. As of now there is less number of engineers with the company, if possible for each city or  each distributor point engineers can be hired. 8. Airtel must focus on rural areas 9. Camp can be organized in various societies. This can be done with the help of various students & can be done at a regular interval. 10. Retailers should be informed about the offers that company is providing to the customer.

As they sometime come to know about various offers of company through customer. 11. At least once in a month a meeting must be organized with the major retailers so that the

communication gap between the company & the retailer can be fulfilled. This should be done because in this retailers are the key point in this market. 12. Retailers should also be communicated about the unique features of Digital TV. As while talking to retailers I found that quite good of them don’t know about the features of  Digital TV. 13. Credit facility must be given to the customers. Here this facility means that if the

customer account has no balances then Airtel Must give some day’s credit to the customer ranging form 1 Day to 1 Month, depending upon the customer. As it is one of  the biggest advantage which Local Cable Service Provider is providing to its customer. This strategy can be well used in rural areas. 14. If Airtel can come up with some good offer especially for the Govt Employees them it

can boost up its sales in the market. 15. Airtel Must come up with the flexibility in its monthly package given to its customer.

Here its means that customer of Airtel can switch over to any package of its choice any day & charges should be made accordingly by Airtel. 16. Booking Airtel Digital TV with customer care is also a lengthy process. It must be reduced. 17. Rural Areas customers are not so familiar in calling to customer care. So Airtel must use

some way in order to provide them a better service if in case they face any Problem. 18. FOS visit to the retail point must be increased 19.

LIMITATIONS AND SCOPE FOR FURTHER STUDIES

TOPIC 10 LIMITATIONS 1. My survey was restricted to the Patna & Danapur region only 2. Unfavorable response by many retailers 3. It was very hard to enter in to a customer house, because of which it has taken more than 1 month to conduct the customer research 4. Some customers were not good in behavior  5. Some customers or the secretary of the society think that I was the salesman

SCOPE FOR FURTHER STUDIES 1. Customer Satisfaction Level of Airtel Digital TV Customer: - As Airtel is new player in this segment, by studying this it can increase the cu stomer satisfaction level will also be in a position to increase the level of its services, which can further make Airtel the Leader  of DTH Segment as it is in Mobile Segment & will also be able to cope up with the future competitor like Videocon. 2. Distribution System of Airtel Digital TV 3. Branding Strategy of Airtel Digital TV 4. To understand the Market Share of Airtel Digital TV in Bihar & to devise a strategy to increase the market share

ANNEXURE

REFERENCES

BOOKS REFERRED: •

MARKETING MANAGEMENT (11 th edition) By Philip Kotler

•

RESEARCH METHODOLOGY (2 nd edition) By C. R. Kothari

WEBSITE REFFERED: •

www.aritel.in

•

www.airtel.in/digitaltv

•

www.wikipedia.com

•

www.indiatelevision.com

•

www.teck.in

•

www.indiadth.blog.co.in

Competitive Analysis of Companies Competing with Airtel in DTH Segment Customer Questionnaire

General Questions: -

1. Which Company DTH Services are you using? a) Dish TV

b) Tata Sky

c) BIG TV

c) Airtel Digital TV

e) Sun TV 2. How did you come to know about it? a) Advertisements

b) Retailers

c) Friends

d) Salesman

e) Catalogue & Display

f) Others_________  

3. Who suggested you to buy the respective company DTH Connection? a) Retailer

b) Friends

c) Self

c) Family

4. What was your preference while purchasing it? a) Brand Name

b) Good Services

c) More Features

d) Price

e) Package

f) Others__________  

5. What is most unique feature that distinguishes your DTH from other company DTH Services?  _______________________________________________________________________   _______________________________________________________________________   __ 

6. Are you satisfied with the kind of services provided by the respective DTH Company? a) Yes

b) No

7. Are facing any kind of problem with your DTH Connection? a) Yes

b) No

8. If Yes, then kindly mention some of them?

 _______________________________________________________________________   _______________________________________________________________________   __  9. What is the cost are you paying for viewing your favourite channel per month?

 ____________________  10. When you call to customer care regarding any problem then how much time do they take to solve it?  _____________________  11. How will you rate your DTH Connection in terms of: Services: -

□ Excellent

□ Good

□ Average

□ Bad

Package: -

□ Excellent

□ Good

□ Average

□ Bad

Picture Quality: -

□ Excellent

□ Good

□ Average

□ Bad

Sound Quality: -

□ Excellent

□ Good

□ Average

□ Bad

Customer Care: -

□ Excellent

□ Good

□ Average

□ Bad

Price: -

□ Excellent

□ Good

□ Average

□ Bad

Value Added Services: -

□ Excellent

□ Good

□ Average

□ Bad

Convenience: -

□ Excellent

□ Good

□ Average

□ Bad

Overall: -

□ Excellent

□ Good

□ Average

□ Bad

About Airtel Digital TV: 12. Have you heard about the Airtel Digital TV?

a) Yes

b) No

13. Which unique features of Airtel Digital TV are aware of? a) 20% Bigger Antenna in order to give better picture quality while Rain  b) Single Remote for Both TV & Set Top Box

c) They offer World Space Satellite Radio at no extra cost d) Low Battery Indicator  14. Would like to shift to Airtel Digital TV in near future? a) Yes

b) No

Personal Information : -

Name: Age: Gender: -

□ Male

□ Female

Mobile/Phone Number: Address: -_____________________________________________________________________ 

 _____________________________________________________________________________   _____________________________________________________________________________   _____________________________________________________________________________   ___  Annual Income: -

□