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B.W.TI.BA- HKBBA
ASHARM ROAD
AHMEDABAD
SUBMITTED BY
REENA .P RAJ
S.Y.B.B.A
ROLL NO-2167
2008-2009
1
s
Preface
Management is a field in which we can never applied but
practical knowledge must be there at present economic
scenario. Management style has been changing day-by-day.
Without depending upon as proper ideas of business or
management. Practical studies become compulsory especially
for the student of management.
2
ACKNOWLEDGEMENT
At last but not least I also want to thank and express deep
gratitude towards the Management and Staff of
DOORDASHAN. for providing us all the information about the
working of their Unit, Technology, process of the SERVICE and
their marketing.
I am very much thankful to all the people who helped me for the
completion of this Project Report.
3
Contents
No. Particular Page no.
1 INTRODUCTION TO COMPANY
A) HISTORY 5
B) BOARD OF DIRECTORS 6
c)MISSON 7
E)REGISTERWD OFFICE 8
F) PRODUCTION PROCESS 10
G)ACHVEMENTS 11
15
2 INTRODUCTION TO TELEVISION INDUSTRY
16
17
18
D) GOVERNMENT RULES
19
3 INTRODUCTION TO SERVICE MARKETING 20
A) MEANING 21
B) FEATURES 22
C) SERVICE MARKETING MIX 23
D) INTRODUCTION OF DOORDASHAN
24
4 SEGMENTATION, TARGETING & POSITIONING 26
A) SEGMENTATION 27
B) TARGETING
C) POSITIONING 29
31
5 SERVICE PRODUCT CONCEPT 32
A) PROGRAMME LIST 33
35
6 PRICING 37
A) FACTOR AFFECTING PRICING 38
4
B) PRICING STRATEGY
C) PRICE RATE
7 PLACE
A) LOCATION
B) COVERAGE
C) CHANNEL LEVEL
8 PROMOTION
9 PEOPLE
A) TYPES OF PEOPLE
10 PROCESS
A) SERVICE DELIVERY PROCESS
11 PHYSICAL AVIDENCE
12 SWOT ANALYSIS
13 COCLUSION
14 BIBLOGRAPHY
5
CHAPTER: 1
HISTORY
Doordarshan,sometimes DoorDarshan ( literally means
Television) is the public television broadcaster of India
and a division of Prasar Bharati, a public service
broadcaster nominated by the Government of India. It is
one of the largest broadcasting organizations in the world
in terms of the infrastructure of studios and transmitters.
Recently it has also started Digital Terrestrial
Transmitters.
BEGINNING
Doordarshan had a modest beginning with the
experimental telecast starting in Delhi in September 1959
with a small transmitter and a makeshift studio. The
regular daily transmission started in 1965 as a part of All
India Radio. The television service was extended to
Mumbai (then Bombay) and Amritsar in 1972. Till 1975,
seven Indian cities had television service and Doordarshan
remained the only television channel in India. Television
services were separated from radio in 1976. Each office of
All India Radio and Doordarshan were placed under the
management of two separate Director Generals in New
Delhi. Finally Doordarshan as a National Broadcaster
came into existence.
6
GOING NATIONAL
National programme was introduced in 1982. In the same
year, colors TV was introduced in the Indian market with
the live telecast of the Independence Day speech by then
prime minister Indira Gandhi on 15 August 1982,
followed by the 1982 Asian Games being held in Delhi.
The 80s was the era of Doordarshan with soaps like Hum
Log (1984), Buniyaad (1986-87), comedy shows like Yeh
Jo Hai Zindagi (1984) and mythological dramas like
Ramayan (1987-88) and Mahabharat (1988-89) glued
millions to Doordarshan. Other popular programs
included Hindi film songs based programs like Chitrahaar
and Rangoli and crime thrillers like Karamchand (starring
Pankaj Kapoor), Byomkesh Bakshi (starring Rajit kapur)
and Janki Jasoos.
Now more than 90 percent of the Indian population can
receive Doordarshan (DD National) programmes through
a network of nearly 1400 terrestrial transmitters and about
46 Doordarshan studios produce TV programs today
CHANNELS
Presently, Doordarshan operates 19 channels – two All
India channels, 11 Regional languages Satellite Channels
(RLSC), four State Networks (SN), an International
channel, a Sports Channel and two channels (DD-RS &
DD-LS) for live broadcast of parliamentary proceedings.
On DD National, Regional programmes and Local
Programmes are carried on time-sharing basis. DD-News
channel, launched on 3 November 2003, which replaced
the DD-Metro Entertainment channel, provides 24-Hour
7
news service. The Regional Languages Satellite channels
have two components – The Regional service for the
particular state relayed by all terrestrial transmitters in the
state and additional
programmes in the Regional Language in prime time and
non-prime time available only through cable operators.
Sports Channel is exclusively devoted to the broadcasting
of sporting events of national and international
importance. This is the only Sports Channels which
telecasts rural sports like Kho-Kho, Kabbadi etc.
something which private broadcasters will not attempt to
telecast as it will not attract any revenues.
ACTIVE DOORDARSHAN
It is an Interactive Service of Tata Sky to show 4 TV
Channels of Doordarshan which are not available at Tata
sky as normal Channel. Active Doordarshan channels are
Rajyasabha TV, Gyan Darshan, DD Urdu and DD Bharati
CRITICISM
Doordarshan is often criticized for low quality of
programs and sometimes even poor telecast and
presentation quality. Additionally, since it is not a profit
and loss enterprise like private channels STAR Plus, Zee
8
TV or Sony TV, it does not have the requisite push for
better programming. Despite being heavily funded and
protected by the government, many critics have pointed
that it continues to post losses regularly and has failed to
deliver either quality educational programmes or
entertainment programs. The media have regularly
criticized the channel for telecasting one too many ads in
cricket matches often showing only 5 of the 6 balls of an
over and even doubled the time between two overs for
commercial slots to make extra money One cricket
magazine described Doordarshan's live telecast as a
"horror show".Supporters argue that it has a greater
responsibility towards the nation, such as emergency
services, important government announcements and
public broadcasts; entertainment comes a distant second
priority. However many contradict this stating that
Doordarshan is more interested only in cricket matches
and has abdicated its so called "responsibilities" in favour
of monetary gains,and political dealings.
9
INTERNATIONAL BROADCASTING
DD-India is being broadcasted internationally through
Satellite. It is available in 146 countries worldwide;
however the information on picking up this channel in
other countries is not easily available. In the UK, DD-
India is available through the Eurobird Satellite on the
Sky system on Channel 833 (the logo is shown as Rayat
TV). The timing and programming of DD-India
international is different from that of India
10
\DD-Gujarati is the Gujarati language channel of India's national broadcaster,
Doordarshan. It is broadcast out of studios at Doordarshan Kendra (Center) in
Ahmedabad in Gujarat State.
Few years later, a plot of land was identified and a Low Power
LPT was set up in Ahmedabad at Thaltej Tekra on November 19,
1993. The studio was commissioned on October 2, 1987 while
the regional language uplinking was started on December 30,
1992. DD Metro channel was set up on May 1, 1994 while the
SRLS on October 1, 1993.
11
BOARD OF DIRECTOR
12
DIRECTOR GENERAL
Ms. Noreen Naqvi
ENGINEER-IN-CHIEF
D Ray
13
MUKESH KUMAR SHARMA
DEPUTY DIRECTOR GENERAL (FINANCE)
Ms. Anupama Anand, IRS (Income Tax)
DEPUTY DIRECTOR GENERAL
(ADMINISTRATION)
Rita Kumar
L D Mandloi
Ashok Jailkhani
R Venkateswarlu
CHIEF ENGINEERS
L. V. Sharma
R.R. Prasad
14
I/c DEPUTY DIRECTORS GENERAL
(PROGRAMME)
F. Sheheryar
Basharat Ahmed
Neelima Harjal
DIRECTORS (PROGRAMME)
Ramakant Sharma
Ms. Kamalini Dutt
Ms. Usha Bhasin
Vinod Kapoor
E. S. Issac
Ms. Ananya Banerjee
Rajshekhar Vyas
15
Dr. Ashok Tripathi
Daljeet Singh
Ms. Ved M. Rao
Ms. Sita Nanda
Sh. B. Chakrabarty
Sh. Y.S. Ramavat
DIRECTORS (ENGINEERING)
J.P. Singh
R. Srivastava
H. K. Wadhwa
S. K. Sharma
A.K. Kuthiala
R.K. Jain
C.B.S.Maurya
Ajaya Gupta
Ravi Kumar
K. Subramanian
R.C. Bhatnagar
16
Broadcast
Type television
network
Country India
Availability National
by Govt. of
Founded
India
Owner Prasar Bharati
Ministry of
Information
Key people
and
Broadcasting
Launch date 1959
All India
Former names
Radio
17
With its vision of Satyam, Shivam and Sunderam,
Doordarshan has a mission to reach every person with
reliable news, balanced views, innovative educational
programmes and wholesome entertainment. The Jaipur
Kendra seeks to project the life and literature, art and
culture of Rajasthan in its variegated forms. It strives not
just to portray the resplendent past and the momentous
present but to redesign a humane future.
18
connected with DDK Jaipur via satellite. Doordarshan
introduced commercial service at Jaipur Kendra on 11/12/93.
DRIVING ROAD,
19
REGESTERED OFFICE
DOORDARSHAN KENDRA,
THALTEJ,
AHEMDABAD. 380054
P. NO 07926853702
Ek Dalna Pankhi
Timings : Mon - Fri : 2130 - 2200 Synopsis Photo Gallery
Tim
Suhasini
Maara Sajanji
20
Movie
Movie
ASTITVA CORPORATE
Tabu, Sachin Khedekar, Mohnish Bahl
and Namrata Shirokhar
Saturday, the 24th January, 2009 at Rajat Kapoor, Raj Babbar and Bipasha
9.30 P.M Basu and Manisha Lamba
National Network Friday, the 23rd January, 2009 at 9.30
P.M.
National Network on DD-l
PRODUCT CATEGORY
Serial
Music Comedy
21
12.00 Noon on DD-1
National on DD National (DD-1)
Programme Drama
of Dance Sport
RAGHUKUL
Thursday 11.30 P.M. on DD National
(DD-1) REET SADA
Doordarshan Telecast the National CHALI AAYI
program of Dance in different
categories of Indian classics Every Thursday and Friday
8.30 P.M.
National Channel (DD-1)
Serial on The National Channel
(DD-1) and The DD Sports DTH
Channel
AYE DIL -E-
DD Direct
NADAAN Health
Plus
Monday to Friday
at 2.00 P.M. YOG
on DD-National VIGYAN
New Series Monday to Wednesday
7.30 A.M. on National Channel (DD-1)
Family
WILD
Doordarshan is telecasting a
ADVENTURES AIR
Special Programme titled
- HOSTESS
“Yog Vigyan”Produced by the
BALLOONING
Eminent Yoga Guru Ramdev
WITH BEDI Wednesday
from 1st September, 2008 9.30 PM
BROTHERS
Sunday DD National
11.00 AM
Transmitters
on DD-National
DD
Transmitters
22
PRODUCTION PROCESS
1. Recorder programme
STEP: 1 MAKEUP
STEP: 2 REHEARSALS
23
Rehearsal is very much important in television industry. With
help of rehearsal they have perform programme very good. If
rehearsal is not done by the artist than it create problems. But
some artist has not need more rehearsal.
STEP: 3 SHOOTING
They have talk back system so, both technician and actors both
are talk to each other at time of shooting.
1. VIDIO
2. MONITER
3. TELECOUNTER
24
STEP: 4
2. Live programme
Live programme in which rehearsal is not there but in which they
are shooting first and then recoding it.
PROCESS CHART
ARTIST MAKEUP
STUDIO
REHEALSAL
25
VIDIO
T.R.RECODER
26
Union Minister of Health and Family Welfare, Dr. C.P.Thakur
as announced that his Ministry has developed a package of
services for women & children to reduce the infant and maternal
mortality rate. The package includes the Reproductive and Child
Health Programme and introduces steps for treating the major
health problems of women. The measures include improving the
quality and expanding the range of services at the community
health centres by utilising part-time services of the private
medical practitioners, gynaecologists and anaesthetists, besides
making adequate provisions for transportation of pregnant
women in those hospitals.
The Minister has called upon the Chiefs of the Panchayati Raj
Institutions to keep vigil over the availability of doctors at the
Primary Health Centres to ensure the proper medical care to the
rural poor of their respective areas. He has also urged the
villagers to come forward voluntarily to accept the small family
norms.
27
in the States of U.P., M.P., Bihar, Rajasthan, Orissa and Assam.
The first of such Health 'Mela' being held at Mathura has been
extended by a day in view of the heavy turn out of the people for
the Health 'Mela' on the inaugural day. Hence, the Mela will
come to close on 20.9.2000.
India has very strong built up in I.T. sector and hence I.T. can be
of immense health for providing better health care facilities even
to the remotest corners in the country with the application of
telemedicines.
28
India has rich tradition of its own systems of medicine like
Yoga, Naturopathy, Ayurveda, Siddha and Unani. Government is
making the best efforts to put entire knowledge on the web sites
so that maximum number of people in the world could reap the
benefits of Indian Systems of Medicines.
CHAPTER: 2
INTRODUCTION TO TELEVISION
ENTERTAINMENT INDUSTRY:
29
is a convergence of creativity and commerce. India and Chin
were celebrated for their abilities in entertainment right from the
eighteenth century. Entertainment in India was a powerful driver
of social transformation. Several powerful films focused on
burning social issues. The greatness of Indian entertainment lay
in its timelessness and traditional glory. The Indian media and
entertainment industry out-performed the economy in 2003 and it
grew at a rate of 17 percent in 2004 to approximately Rs 22,500
crore from Rs 19,200 crore in 2003. The growth in the Indian
entertainment industry is primarily driven by an increase in
television viewer ship and improved realizations from television
subscription and film exhibition.
30
estimated to grow from $500 billion to several trillion US dollars
and the entertainment industry in India has the potential to grow
100 times to $200 billion in 20 years.
31
Indian Movie Industry:
The Indian movie industry is the most popular source of
entertainment contributing about 23 percent to the Rs 19,200
crore entertainment pie. Industry players are recognizing the need
for improvements in order to unlock the significant growth
potential in the industry. The Indian movie industry is expected to
grow at approximately 18 percent CAGR to reach Rs 10,100
crores by 2008 from the level of Rs 4,500 crores in year 2003.
32
The digital age gives the ability to make the Indian entertainment
industry one of the largest creators of wealth for India.
Consequently, it will help raise India’s GDP and regain its global
leadership in entertainment. Digital entertainment is creating new
domains for entertainment. At present, different forms of
entertainment be it music, radio, movies or television is
Offered through distinct devices and different settings. But the
digital age is converting them to one platform in the virtual
world. This convergence is creating new domains such as
animation, gaming, edutainment and virtual tourism. Not only
this, digital entertainment is fostering new opportunities
for creativity. It can put extremely powerful low cost tools into
the hands of people in their homes. It will be possible to use
digital tools in graphics, animation and music to compose a
creative expression. Apart from this, digital entertainment is
giving consumers the opportunity to avail entertainment in any-
time, any-place, any-format mode and on-demand. They can be
available on phones, watches, headgears, cars, trains, planes
and even on lamp-posts. Last but not the least, it is enlarging the
revenues pie. In olden days, we had limited prints distributed to
territories sequentially but with digital entertainment it will be
possible to digitally release a movie simultaneously to millions of
customers. This will lead to huge revenues in just a few hours and
digital entertainment will ring cash registers.
33
Challenges of Doordarshan
The digital age presents India with a wonderful opportunity to
regain its past glory in the entertainment sector. This is because
India will soon have the largest digital infrastructure in the world.
In the recent past, the world has been recognizing that India is the
second largest market for media and entertainment. Not only this,
India also has the opportunity to emerge as a global hub for
digital entertainment. But with these opportunities come several
challenges.
� The foremost being that of infrastructure. India has the
challenge of
Building a broadband digital network to reach every city, every
village,
Every home and every office.
� The second challenge is that of human resources. Building,
operating
and maintaining such an infrastructure requires millions of
trained
34
engineers, operators and technicians.
� The third challenge lies in technology. Building an
overarching
broadband network calls for huge server farms and new devices
have
to be developed.
� The fourth challenge is for the business of entertainment.
Indian
entertainment has to expand its reach in global markets. Indian
entertainment has to be transformed to create entertainment for
diverse consumers in different markets.
� The final challenge is for the government. Government has to
facilitate digital entertainment evolve as an industry. The
entertainment industry currently is highly fragmented and
disorganized and the government has to facilitate a corporate
framework in entertainment. Inter-company comparison
A study of the financials for the quarter ended December ’04 for
some of
the companies like Zee Telefilms, NDTV, Balaji Telefilms and
TV-18 in the
media and entertainment industry, we found that Balaji, NDTV
and TV
Today reported y-o-y higher sales in Q3FY05 while Zee’s top
line reported
a 10 percent fall and TV Today by 7 percent mainly on account
of fall in
their advertising revenues. NDTV revenues surged 120 percent
on account
of increased advertising revenues.
The operating margins of TV 18 and NDTV increased in
Q3FY05 as
compared with Q3FY04 on the back of top line growth and rein
on
expenditure. Balaji’s and TV Today’s expenses and Zee’s top line
performance led to a fall in the operating margins in Q3FY05.
35
As regards the net profits, NDTV and TV 18 were the only
companies
showing shining bottom-line in Q3FY05 as compared with the
corresponding quarter last year. The strong top line growth
coupled with a
tight control on expenditure made them fare much better than
their peers
in the industry.
Relative Valuations
Company Zee TV 18 Balaji NDTV
TV Today
CMP (Rs) 150 220 96 180 93
OPM (Incl OI) (%) 29 52.2 37.3 25.8 25.6
NPM (%) 19.7 36.9 22.7 14.5 12.8
EV/Sales (x) 4.6 5.4 3.3 7.6 3.8
EV/EBIDTA (x) 15.3 10.3 8.7 28.8 14
P/E (x) 21.5 12.8 14.2 47.7 28.1
Cash P/E (x) 19.3 10.4 11.8 31.1 15.5
Mcap/Sales (x) 4.4 4.7 3.3 7.1 3.8
Note:
Book value figures are as per the latest annual results available
Financials are on ttm basis.
At the current market price, TV 18 is quoting a P/E of 12.8x its
TTM
December ’04 earnings which is the lowest as compared with its
peers in
the industry. EV/Sales and EV/EBIDTA at 3.3x and 8.7x
respectively for
Balaji is lower as compared with Zee, TV 18, TV Today and
NDTV.
Mcap/Sales at 3.3x for Balaji Telefilms is lower than that of Zee
at 4.4x, TV
18 at 4.7x, TV Today at 3.8x and NDTV at 7.1x.
Future perfect!
India has the opportunity to emerge as a global hub for digital
36
entertainment. Indian entertainment has the ability to offer a
whole range
of services for the world in digital entertainment-from content
andanimation to distribution. India has the opportunity to
combine several
factors to create a whole new ecosystem in entertainment. India
has the
opportunity to take a great leap and regain its global leadership in
entertainment. India can target a 100-fold growth in the
entertainment
industry in 20 years to reach a size of $200 billion and has an
opportunity
to bring about an entertainment revolution.
CHAPTER: 3
INTRODUCTION TO SERVICE
MARKETING :
MEANING:
Service can be define as bundle of benefits or
the set of benefit which is offered by one party to another party
which is necessary intangible & does not result into ownership of
anything.
37
CHARACTERISTIC OF SERVICE MARKETING:
1. Intangibility:
2. Inseparability:
3. Perishability:
Services cannot store beyond the extent service are time bound.
Service provided by DOORDERSAN are restore the
entertainment. What ever programme is being broadcasted we
can’t another time. It are time bound.
4. Variability:
5. No ownership:
38
Services do not result on any ownership. Whatever money we are
not owner it as get benefit not ownership. DOORDERSAN is
available as free that is we get benefit.
MARKETING MIX:
INTRODUCTION OF MARKETING
The modern concept marketing is to satisfy the consumers’ needs.
It is the Marketing task to understand consumers’ needs and place
the product that meets the Expectations, wants of the consumers.
39
Marketing is delivery of customer satisfaction at a profit.
Marketing is an economic process by which goods services and
exchanged. Between the producer and consumer and their values
are determined in the terms of the money price.
ACCORDING TO PHILIP KOTLER
PRODUCT
M
A PRICE
R
K PLACE
E
T
I PROMOTION
N
PEOPLE
G
PROCESS
I
X PHYSICAL
40
AVIDANCE
INTRODUCTION OF DOORDARSAN
For providing information under sub-section (5) of Section 7, the
fee shall be charged by way of cash against proper receipt or by
Demand Draft or bankers cheque payable to the Drawing and
Disbursing Officer of Doordarshan Kendra, Ahmedabad at the
following rates;
41
Accounts Section ) and Programme Section.
3. Sh Dhiraj Kakadia , Joint Director (News ) - News Section
1. rupees two for each page (in A-4 or A-3 size paper) created
or copied.
2. Actual charge or cost price of a copy in larger size paper
3. Actual cost or price for samples or models; and
4. For inspection of records, no fee for the first hour, and a fee
of rupees five for each fifteen minutes (or fraction thereof)
thereafter.
42
Disbursing Officer of Doordarshan Kendra, Ahmedabad at the
following rates;
CHAPTER: 4
SEGMENTATION, TARGETING
& POSIONING
SEGMENTATION
43
MEANING:
1. GEOGRAPHIC SEGMENTATION:
2.DEMOGRAPHIC SEGMENTATION:
(A). Age:
44
Reality shows, News: Which made for all young people
(B). Generation:
Generation basically use for those people who are living for
particular period. DD as playing the entire PROGRAMME,
which is suitable for generation people.
3.BEHAVIOURAL SEGMENTATION:
45
In this kind of segmentation marketers divide the consumers
according to the benefits they seek from the product. All
programmes, which are melodious songs, news are played by DD
ONE to cater more watcher.
1. Light user:
2.Medium user:
3.Heavy user:
1. Hardcore loyals:
46
The consumers who are watching only our programmes and if
DD one is not available consumer will not switch completing
channel. He puts more affords to watching only our
programmes.
2. Splits loyals:
4.Switchers:
Are those consumers who don’t saw any loyalty to the any of the
channel.
4. PSYCHOGRAPHIC SEGMENTATION:
47
Psychographics segmentation can be defined as classification of
the consumer on the bases of psychographical variables like
spersonality, beliefs and lifecycle.
TARGETING
48
In DOORDARSHAN we found that there is full coverage
market by it.DOORDARSHAN have different programme for
different kind of people. Like, cartoon Gali- Gali Sim-sim for
children. News programme for business man, Career
programme for unger people.
POSITIONING:
STRATEGIES OF DIFFERNCIATION:
1. Product Differentiation:
49
Design or differentiate the product than the competitor’s product
like shape, flavors, quality, features, colors, etc.DD one creates
position in the mind of WATCHERS by creating different
programmes, which are more attractive and entertaining than
others programme.
2. Image Differentiation:
3. channel differenciation
50
CHAPTER:5
SERVICE PRODUCT
PROGRAM SCHEDULE
TIME MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SUND
06.00 GRAM JAGAT (R) GRAM JAGAT (R) GRAM JAGAT (R) GRAM JAGAT (R) GRAM JAGAT FITNE
(R) EXER
51
(ATMIK (DAR ROJ NA (DAR ROJ NA PROGRAMME PROGRAMME PROG
YATRA)/YOGA JIVAN NO ANAND JIVAN NO ANAND
MANO) MANO) (DAR ROJ NA (DAR ROJ NA (DAR
JIVAN NO ANAND JIVAN NO JIVAN
MANO) ANAND MANO) MANO
08.00 DDK RAJKOT DDK RAJKOT DDK RAJKOT DDK RAJKOT DDK RAJKOT SPON
PROG
CLASS
DANC
09.30 CLASSICAL VOCAL CLASSICAL LOKGEET (R) DOCUMENTARY- FILMI SARGAM DAYR
INSTUR. RAJKOT MNTS
10.30 VIKASPATH HASTAKALA SAMAJIK NYAY LOK GEET YOUTH (1-3-5) FOLK
(1,2,3)
SATYAGRHA NA SAHITYA
SO VARSH (4,5) SARVANI (2-4)
11.00 DDK RAJKOT DDK RAJKOT DDK RAJKOT DDK RAJKOT COMMISSIONE RAMT
CONTRV: CONTRV: CONTRV: CONTR ED PROG. (R)
52
PROGRAMME PROGRAMME PROG. PROG. PROG
14.30 PAKVAN (F) PAKVAN (F) PAKVAN (F) PAKVAN (R) PAKVAN (R) PRAD
(R)
1500-
2000
22.00 KUNVAR CORP. (R) KUNVAR CORP. KUNVAR CORP. (R) VANITA (1,3,5) JAGRUTI (1,3,5)
(R)
SAKSHARTA (2,4) NIRANTE (2,4,)
53
GUJARAT PLUS GUJARAT PLUS GUJARAT PLUS CAPTION CAPTION
23.37 SUHASINI (DAILY SUHASINI (DAILY SUHASINI (DAILY SUHASINI (DAILY DAYRO (R)
SOAP) SOAP) SOAP) SOAP)
00.00 GUJ. FEATURE GUJ. FEATURE GUJ. FEATURE GUJ. FEATURE GUJ. FEATURE
FILM FILM FILM FILM FILM
54
DANCE (R)/
GARBA
15.05 Vyomkes Vyomkes Jagruti (1-3-5) Youth (1-3- Rojgar Hastakala (1)
h Bakshi h Bakshi Nirante (2 – 4) 5) Samacha Communal Harmon
Kumpal (2- r (15’) Samajik Ny
4) Pradakshi Sports (4)
na (15’)
16.30 Daily Daily Daily Soap (In Daily Soap Daily DAYRO
Soap (In Soap (In House) (In House) Soap (In
House) House) Ek Dalna House)
Ek Dalna Ek Dalna Pankhi Ek Dalna
Pankhi Pankhi Pankhi Ek Dalna
Pankhi
55
17.00 Vanita VIKASH Ramta Ramta Anjuman Hello -do-
(1-3-5) PATH (1-3-5) (2-4) Doctor
Sakshart Uphar (2-4)
a (2-4) Saugat (1-
3-5)
17.30 Gram Jagat Gram Gram Jagat Gram Jagat Gram -do-
Jagat Jagat
19.00 S a m a c h a r in G u j a r a t i
20.00 NationalProgramme
56
PROCESS OF SERVICE:
GAMMATGULAL: ENJOYMENT
NEWS: INFORMATION
2.Service concept:
57
wants of the customers to get expected benefit from the services
should be fulfilled.
CHAPTER:6
PRICING:
58
Meaning:
1. Objectives of pricing:
2. Determining Demand:
3. Estimating cost:
4. Competitor’s price:
59
We decide price, we check out competitors price. Price to dealer,
distributors, retailer, wholesaler and consumer. How much fixed
cost of competitors? Suppose DD channel distribution cost is 5
crore and other channel distribution cost is 3 crore. It means less
price of competitors channel.
METHOD OF PRICING:
There are various methods of pricing and they are described as
follows:
1.Mark Up Pricing:
60
The second method of pricing is target return pricing. In target
return pricing the firm determines the price that would yield its
rate of return on investment. Target return pricing is equal to unit
cost + desired return multiplied by invested capital upon unit
sales.
PRICE RATE
ADVERTISEMENT:
7 SECOND AHEMEDABAD 10000 R.s
61
CHAPTER:7
PLACE
LOCATION:
62
The company would decide about the place where the service or
product is to be distributed. DD ONE is located generally in A or
B category cities. Distribution channel is a set of interdependent
organization involves in the process of making product or
services available for use or consumption by the consumer.
COVERAGE:
The area that DD ONE covers is about 100 K.M the station.
They have started their stations in all cities in India. They have
various towers so they are covering wide area.
CHNNEL LEVEL:
63
Zero level channels also called a direct marketing channel consist
of a manufacturer selling direct to the final consumer.
SERVICE
CUSTOMER
PROVIDER
CHAPTER:8
PROMOTION
Promotion refers to all activities designed by the firm to influence
buyer’s behavior through communication to make the product or
service and price to communicate persuade and motive tools for
the purpose. Advertisement, Publicity, Sales Promotion, Public
Relations and Personal selling through which one can increase
64
demand of its product or service. DD ONE puts lots of efforts on
these promotional activities to attract the listeners.
1) Public Relation :
2) Sales Promotion :
3) Advertisement :
4) Publicity:
65
Radio one announces during Uttarayan they say people to save
the life with you festival the Uttarayan. They inform people to
take of our life.
CHAPTER :9
PEOPLE
66
People are nothing but the service provider and customer. People
can be ACTORES, Celebrity, Customer, etc. There are generally
two types of people i.e. Service Provider and Customer. hey are
described as follows:
1) Service Provider:
Art Director
Actors
Programme Designer
Script Writer
Programme Director
Financers
Space Selling Executives
67
High contact people are those people who are coming in very
frequently interaction with customer.
Presence of mind
Good communication
Low contact people are those people who are less interaction with
customer.
Promoters
Programme designer
Script Writer
Programme Director
Financers
68
CHAPTER 10
PRODUCTION PROCESS
1. Recorder programme
STEP: 1 MAKEUP
69
Make up means it is a one kind of act in which we have got spot
light in the front of camera so, we have get good reflection effect
in the programme. Make up is a here it is not related to girls make
up. But here make up is a necessary to identify the artist.
STEP: 2 REHEARSALS
STEP: 3 SHOOTING
They have talk back system so, both technician and actors both
are talk to each other at time of shooting.
4. VIDIO
5. MONITER
70
6. TELECOUNTER
STEP: 4
CHAPTER: 11
PHYSICAL AVIDANCE
Physical Evidence includes the following things:
Studio
Equipment
Copyrights
Crowds
71
Promotion Vans
Etc.
Essential Evidence:
Peripheral Evidence:
CHAPTER: 12
SWOT ANALYSIS
72
Threats
STREANTHS OF DOORADARSHN
• Fastest Growing Station
• Product Innovation
73
Bhaskar group. RADIO ONE provides discounted advertising to
their costumers in the other newspaper of Bhaskar group.
WEAKNESS OF DOORDARSHAN
• late entry in the Market
The layout of RADIO ONE is not proper they are using the same
room for broadcasting & production process. RADIO ONE
layout is very weak.
OPPORTUNETIES OF DOORDARSHAN:
74
In India the proportion & people listening fm station increases
day-by-day DOORDARSHAN listeners are also increasing from
Day-to-day.
THREATS OF DOORADARSHAN
• Increasing Competition
• Government Policy
75
DOORDARSHAN to track the taste & preferences of the
listeners.
CONCLUSION
76
Synergy media entertainment ltd (SMEL) was launched in
different cities, wholly owned b Bhaskar group, it becomes day to
day popular and people like this channel. They are successful to
understand the listener’s needs and wants. Radio one has some
advent features like it plays some local songs, which is never
going on air in other stations.
Thus we can say that within a short duration period it has become
no 1 channel of India, and will be more profit earning and will
also satisfy its customers.
BIBLIOGRAPHY
77
As one is not complete man, he has to take advice or help for
doing some work to where he is not able or the work is new or
unknown for him.
imilarly, in writing this report and for making in full fledged with
deep understanding and information. I have used the following
references,
12th Edition
• Philip Kotler
• Kevin Lane Keller
• Abraham Koshy
• Mithileshawar Jha
www.ddgujarati. in.com
www.goole.com
78
Part:1
General information
79
• About company
Since the beginning in the Year 1995, Deco Group has been emerged
as the most Comprehensive Ceramic Giants. In a short span of around 10 years,
the Group today has impressed the entire country and more than 20 Countries by
furnishing Quality Ceramic Products.
80
DecoLight Ceramics, established in the year 2004 is the most esteemed
Vitrified Tiles and Porcelinato manufacturing plant in the market producing
Vitrified and Porcelinato Tiles under the brand name ‘Granolite’
The Granolite is The Pioneers in the Vitrified Tiles and Porcelinato Tiles
manufacturing. Having Certified by ISO 9001:2000 and ISO 140001 Standards,
Granolite is magnetize the Various Tiles markets by its Unmatched World-Class
Quality. Granolite products are Certified in accordance with Indian & European
Standards, the most complete & Global Expressions for Home Decor. Deco Light
Ceramics, established in the year 2004 is the most esteemed Vitrified Tiles and
Porcelinato manufacturing 88 plant in the market producing Vitrified and
Porcelinato Tiles under the brand name ‘Granolite’. The Granolite is The
Pioneers in the Vitrified Tiles and Porcelinato Tiles manufacturing.
Having Certified by ISO 9001:2000 and ISO 140001 Standards, Granolite is
magnetize the Various Tiles markets by its Unmatched World-Class Quality.
Granolite products are Certified in accordance with Indian & European
Standards, the most complete & Global Expressions for Home Décor.
Today, with having more than 5000 Dealers in India and exports to more than
20 Countries, Granolite is rapidly becoming a Synonym of Quality & Trust. The
Marketing Strategy and Pricing Policies puts Company one step ahead of other
Ceramic Players.
With in-house R&D and Latest Technologies from Italy & Germany installed,
Granolite is capable to meet & beat the forthcoming challenges. “The Products
must satisfy the Customer in terms of Expected Quality & Value for Money
and this is the only way in which the Company can Grow”, Says Mr. Girishbhai
Pethapara, Visionary Chairman, Deco Light Ceramics Ltd.
FUTURE PLAN
• Deco Light Ceramics Ltd started in the year 2004 with initial production
capacity of 3000 sq mtrs per day, which was than enhanced up to 3,000 sq mtrs
per day during the year 2005 – 2006.
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• Since the demand of the vitrified tiles is increasing constantly, the Company is
planning to increase the production capacity from 6,000 sq mtrs to 12,000 sq
mtrs per day.
The company proposes to set up 2 nos Wind Turbine Generators (WTG) having
power generation capacity of 2.5 Mega Watts for its captive consumption, resulting in
substantial saving in energy costs.
CODE OF CONDUCT
INTRODUCTION
82
“Code of Conduct for the Board Members and Senior Management of Decolight
Ceramics Limited” (hereinafter referred to as “the Code”).
All the Directors and members of the Senior Management are mandatory
required to understand and adhere to the code/standards prescribed herein, including
any amendments / modifications / replacements thereof as may be notified by the Board
of Directors of the Company from time to time, in the course of their dealings, exercise
of powers and discharge of their duties, responsibilities and obligations in relation to
the Company and its transactions.
1. Shall act in accordance with the highest standards of personal and professional
integrity, honesty and ethical conduct.
2. Shall be independent in their judgment and actions.
3. Shall exercise due care and diligence in performance of their duties.
4. Shall comply with all applicable laws, rules, and regulations.
5. Shall not engage in any business, relationship or activity, which may be in
conflict of interest of the Company without prior approval of the Board.
6. Shall intimate the Company’s Board of Directors before accepting outside
directorships.
7. Shall maintain the confidentiality of the information about of the Company
received/obtained by them in the course of their position as Director /employee
of the Company, except when disclosure is authorized by the Chairman and/or
Vice Chairman and Managing Director of the Company or legally mandated and
shall not use confidential information for their own advantage or profit.
8. Shall use best endeavors to protect Company’s assets and property and ensure
its efficient use.
9. Shall not derive any personal benefit (including without Limitation through the
use of Company’s property, assets, information, or position) except that which
they are lawfully entitled to.
10. Shall refer all inquiries or calls from the press and financial analysts to the
Company’s Chairman cum Managing Director and/or Jt. Managing Director.
The Company has designated its Chairman cum Managing Director and/or Jt.
Managing Director as official Company spokespeople for any company related
matters.
11. Shall abide by Deco’s internal code for prevention of Insider Trading.
12. Shall not, directly or indirectly, short sell any equity/security, of the Company
so as to make gain out of such sale or otherwise. A short sale means any
transaction whereby one may benefit from a decline in the Company’s
share/security price.
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13. Shall not derive any benefit (directly or indirectly) or assist others to derive any
benefit by giving advice from the access to and possession of price sensitive
information about the Company, which are not in public domain.
14. Shall not exploit for their personal benefit, opportunities that are discovered
through Company’s business, information or position, unless the same is
disclosed fully to the Managing Director and permitted by him.
15. Shall not misuse the Company’s facilities, except where such facilities have
been provided for personal use either by policy or by permission or authority or
in the normal course of business. The Company’s facilities shall not be used for
personal use and even when used with prior approval, care shall be
exercised/taken to ensure that costs are reasonable.
16. Shall treat women employees equally and eliminate any gender discrimination
and shall avoid harassment/threatening based on race, color, religion, age,
gender, national origin, disability or any other basis.
17. Shall not (directly or indirectly) accept or retain any gift, entertainment or other
benefits from any organization or person doing business or competing with the
Company. However, they may accept and offer nominal gifts/hospitality, which
are not of material value and are customarily given on accessions or are of
commemorative nature for special events.
18. Shall not compete directly or indirectly with the business of the Company or
with any business that the Company is considering to establish.
19. Shall affirm compliance with this Code to the Company on an annual basis.
VISION
84
Deco Light Ceramics Ltd is lead by the Creative Intellectuals having a 10
years of experience & who have a clear vision of where to reach and have set the
goals & laid down the plans on how to reach there. “Every great work, every big
accomplishment, has been brought into manifestation through holding to the vision, and
often just before the big achievement, comes apparent failure and discouragement.
Every Visionary person was once laughed at by most of the people who never knew
the power behind looking at something that never existed. ” Says Mr. Girishbhai
Pethapara, the Enthusiastic & Inventive Chairman of Deco Group.
“Life is no brief candle to me. It is a sort of splendid torch, which I have got
a hold of for the moment, and I want to make it burn as brightly as possible before
handing it on to future generations.” Says Mr. Kantibhai Pethapara, Head Finance
& Human Resource Management.
ACHIVEMENTS
85
The missionary Zeal to help mankind improve life by furnishing Quality
Ceramic Products has not only help the Group receive warm welcome from the market
allover, but has rewarded in terms of appreciative honor by the concerns Authorities
also. Here is a glimpse of the Footprints on the History.
Mr. Jayantibhai Pethapara, Director, Deco Group received the award from
Honorable Defence Minister of India Mr. Pranav Mukharjee in a glittering evening on 7
October 2006 at New Delhi.
The award signifies Special Recognition towards the Performance that proved to be the
best in the Small Scale Industries.
86
Mr. Kantibhai Pethapara, Director, Deco Group received the award from
Honorable Defence Minister of India Mr. Pranav Mukharjee in a propitious evening on
7 October 2006 at New Delhi. Award for Quality Products in the form of National
Award for Quality Products in Small Scale Industries for the year 2005. Deco Group
has always impressed its customers with its World-Class Quality and now its
Unparallel Quality Standards are now rewarded & conformed by the Ministry of Small
Scale Industries, Govt. of India.
87
Mr. Kantibhai Pethapara, Director, Deco Group receiving the National
Achievement Award during the National Seminar on Individual Contribution to World
Peace & Development, on 28 Aug 2003 at New Delhi.
88
Mr. Bharat Kaila, Partner, Deco Group receiving the Rajiv Gandhi Shiromani
Award during the glittering event organized by Global Economic Council, on 24 Aug
2003 at New Delhi.
Mr. Vijay B. Patel, Partner, Deco Group receiving the Rajiv Gandhi
Shiromani Award during the glittering event organized by Global Economic Council,
on 28 Aug 2003 at New Delhi.
“However, this is not the end, this is just the beginning. The best of Deco is
yet to come. With more than a decade of experience is now becoming the lighthouse to
guide us the unattended heights of Achievements.
89
Part:2
Industry information
VITRIFIED-DEMAND SUPPLY
SCENARIO
With the unique characteristics, vitrified tiles are intended to rapidly substitute
the conventional flooring concept. At present the demand of the vitrified tiles in India is
around 200000 sq. meters per day, which was just 15000 sq. meters before a decade.
Because of its superior Quality & Price competitiveness, this demand is likely to
increase 30% to 40% per year.
Against the demand of 200000 sq. meters per day, India’s present production
capacity is 120000 sq. meters per day and hence around 35% to 40% is shortfall. These
short supplies are being met by imports. Hence, there is ample scope for the growth at
present in India.
China has a local demand of 24 lacks sq meters per day and is producing
around 27 lacks sq meters per day. Hence china is exporting around 10% to 12% of its
total production.
Average consumption of the world is around 45 lacks sq meters per day and it
is increasing as the vitrified Tiles is a new concept for flooring. Hence, growing
production capacity always falls shorter than the increase in the demands. So, there are
plenty of possibilities for growth internationally.
90
Production
PRODUCTION PROCESS
FINISHED PRODUCTS
91
PRODUCTS
1. Ceramic Floor Tiles
These Tiles are Thicker, larger and more porous as compared to other tiles.
They are single fired.
The most commonly used type of flooring before the entry of vitrified tiles.
2. Wall tiles
These Tiles are slim, Available in small, medium & large sizes.
These Tiles are widely used in kitchen Bathrooms & walls of house.
These tiles are also used as Elevation tiles due to wide range of colors & designs
92
PLANT LOCATION
93
MARKETING
Marketing and support
94
QUALITY POLICY
Being an ISO 9001:2000 & ISO 14001 Certified Company Deco Light
Ceramics Ltd each of the product guarantees World-Class Quality in the most Eco
Friendly way.
All the measures are taken and monitoring at every stage of the process is
carried out to conform to ISO Standards. Any nonconformity is immediately removed
without any alteration. The Company is conformist and sticks to the Quality Policy.
“We take every step to maintain the Quality of our products, not just to follow
the ISO Standards, but it is the Quality of products only that separates ‘Granolite’ from
the competitors. However, to maintain the Quality of the finished product, the process
starts from the purchase of raw material. Homogeneousness of the Raw Material &
Timely Delivery is at the top in the priority. We have developed a Quality Policy based
on ISO Standard and that is known as NO COMPROMISE POLICY”, says Mr.
Jayantibhai Pethapara, Head Production.
The World-Class Quality has attracted International Markets and today Deco
Light Ceramics Ltd is exporting to Sri Lanka, Korea, Canada, U.A.E., Iraq, Oman,
Malaysia and African Countries.
95
DISTRIBUTION CHANNEL
PRODUCERS
AGENTS
WHOLESELLERS
RETAILERS
CONSUMERS
96
INTERNATIONAL MARKET
With more than 5000 Channel partners across the country today Deco Group
is truly has established the Connections through which the Success Flows. Like the
human body, the Company has trusted Business Partners who have full respect & trust
in our Products & Services.
88
97
EXPORT
The world-class quality has attracted international market and today. The
company is exporting to Srilanka & African countries.
Support system
Decolight ceramic ltd. Strongly belives that “The will to win is worthless if
you do not have will to help your business partners succeed.”
The company has adopted a support system from the marketing management
program named BREP (Business Relations Enhancement Program). This program
allows us to take care of our business partners right from conveying the gratitude to
upgrade them by new products & information. Moreover, the representative of the
company visits every affiliated company for the feedback and the suggestions so that
the company can provide services accordingly.
The company also supports the business partners for advertising support such
as print media electronic media, ceramic exhibitions, Buyer seller meet, local ads, and
hoarding etc. The company also arranges Distributors meet on timely basis to builds the
brand image. Because “If we can builds trust in our business associates towards our
brand, then we can always achieve big success by collective efforts”, says Mr.Mayur
pethapara, Head, customer support.
98
Personnel
H i e r a r c h y
T o p M a n a g e m
B o a r d o f
D i r e c t o r i e s
a n d
M a n a g i n g
D i r e c t o r i e s
G e n e r a l M a n a g e r
D e p a r t m e n Mt M a an na a g g e e m r e n
M i d d l e
r
w e
S u p e r v is o r , S u p e r i n t e n d e
Lo
W o r k e r s O r C l e r k s
99
TOP MANAGEMENT
Top management consists of those executives who have the authority to take
important policy decision. Top management is referred to as top level or highest
level.
MIDDLE MANAGEMENT
LOWER MANAGEMENT
100
Training
• Objectives of company
• To improve the efficiency of the employee.
• To increase the skill of the employee and thereby help them in getting
promotion.
Method of training
101
For any other company the research is very important factor of the company
to have prestige in the market and the company has its own research center. There by
computer they take charge about every thing and search new techniques to increase the
production of the company. This also helps in improving the quality of the fans.
Due to this new development can be done. It helps in producing new deigns,
styles and variety of the product.
1. GOOD REPUTATION: -
Good Reputation of the company effects very much to it because if there were
a good reputation of the company it would be very useful for the company to sale its
product easily in the market.
Decolight ceramics ltd. has also a same kind of reputation in the market so it
is becoming very helpful to the company. The prestige of this industry is very good in
the market.
I) COLLABORATOR: -
There are also collaborators of such companies, which are main and the
company is a branch of that collaborator and helps its branch for the prestige of the
company.
In the same way Decolight ceramics ltd. has also collaborator, which is fans
and Blowers Company, which helps for the reputation and it is the main branch. So we
can say that it is also a good sign for the future.
II) ADVERTISEMENT: -
102
For Marketing advertisement is necessary. But Decolight ceramics ltd. is old
reputed company so it sales its product through salesman. So not much marketing is
necessary for Decolight ceramics ltd. They can easily sale their product and can earn
profit on the material sold.
Finance
103
SOURCES OF FINANCE
REQUIREMENT:
1. Customers
2. Bank.
3. Public department
SOURCES:
1. Bank
2. Loans
3. Financial institutions
SOURCES:
1. Shares
2. Debentures
3. Long term loans
4. LOAN FINANCE:
1. Cash – Credit from commercial banks
2. Overdraft
3. Letter of credit
4. Current credit account
5. Bill discounted
6. Export packing cr
5. SOURCES FUNDS:
104
1. Equity share capital
2. Preference share capital
3. Debentures
6. INTERNAL FINANCE:
1. Retained Earning
2. Depreciation
7. BANKS:
1. HSBC
2. CANARA BANK
3. TEXTILE CREDIT BANF
4. CITIBANK
5. STATE BANK OF INDIA (SBI)
CAPITAL STRUCTURE
105
RAW WORKING
MATERIAL PROCESS
FINISHED
CASH
GOODS
SALES
106
Decolight ceramics total sales during the year 2004-05 was
16.99cr. And after some effort it is increase and become 40.12cr in
year 2005-06.
45
40
35
30
25
20 Sales
15
10
5
0
2004-05 2005-06
107
Social responsibility
108
Production of cheap and better quality goods and services by developing new
skills, innovation and techniques, by locating factories and markets at proper places
and by rationalizing the use of capital and labour.
A fair wage to the workers, which is possible only when the businessman is
to accept a voluntary ceiling on his own profits
Just selection, training and promotion.
Satisfying condition of work and social security measures
Good human relation.
• Arousing interest in the shareholders to adjure high dividend so that enough profit
may be ploughed back for innovation and expansion.
109
• Fairness in relation with competitor. Competition with rival businessmen should
always be fair and healthy based on rules of ethics and fair play rather than on rules
of war face.
II. To bring about harmony between the limited enterprise interest and the wide
social interest of the country.
CONCLUSION
SWOT ANALYSIS
110
(1) Strength:
The promoters are experienced as they are in the glazed tiles business from
than five year and vitrified tiles business since last two years.
• Setting up wind turbine generators will reduce the power cost substantially
making the unit more competitive.
• Existing large plants were set up in the era, when the custom duty on plants and
machines were very high. Capital cost of the company can vis-à-vis earlier
plants is, therefore lower.
• For ACP plant, the product is still is nascent stage and the market is growing
and it is being construction material the company can use its existing marketing
and selling set up.
(2) Weakness:
The complete project is dependant on the success of LPO, if the LPO does not
bring expected results then the company is planning to drop the idea of ACP and wind
power generator ALSO it will go for construction of new administration building.
• Also the ACP plant would continue to be exposed to risk from changes in
building construction technology, new product, competition and other market
conditions.
• The WTC project would be exposed to regulatory risks from electricity board
the risk of continuous grid availability and also the risk on account of proper
and continuous wind availability over a longer periods
(3) Opportunity:
India has abundant qualitative raw material and cheap labour. Its geographical
location is highly suitable for international tread.
• Internationally with a 20% annual growth, the tiles is the fastest growing
segment in the ceramic tiles industry, accounting for nearly 10% of the over all
tiles production across the world.
111
• In India, this segment is still in its nascent stage of growth with only few
manufactures. Thus poised to see a lot of action in the near future.
(4) Threat:
The biggest threat facing this project is the increased capacity expansion in the
vitrified tiles market. Many new players are entering the vitrified industry and the
players are expanding capacity.
• During 2003 – 2004, Chinese tiles worth R.s 10000 lacks were dumped in the
Indian market.
• This year it is expected that dumping may well cross 200% market to R.s 3000
lacks. This will undoubtedly put a lot of strain on the local market, and in along
run, may even throw some of the player out of business.
• The unorganized sector, the Indian ceramic industry contributes R.s 100000 to
the exchequer yet it faces threat of a slow down and ultimate closure due to the
massive dumping of cheap vitrified tiles by Chinese manufacture.
BIBLIOGRAPHY
112
SOURCES OF INFORMATION
1. www.decocovering.com.
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