A REPORT ON

“Comparative analysis of dealer satisfaction for different DTH player “

SUBMITTED TO

NUDRAT MOINI REHMAN

BY

MD.ASIM

MBA (General)

2009-11

JAMIA HAMDARD UNIVERSITY

FACULTY OF MANAGEMENT

NEW DEHI-110062

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2
 DECLARATION

I MD.ASIM, hereby declare that this project titled “Comparative analysis of dealer
satisfaction for different DTH player ”(with special reference to Bharti Airtel
industries Ltd, New Delhi). It is based on original project study conducted by me
under the guidance of NUDRAT MOINI REHMAN

I further declare that this project has not previously formed the basis of

the award of any degree or Diploma or similar title of recognition.

Place: NEW DELHI

Date: (MD.ASIM)

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 ACKNOWLEDGEMENT

I would like to express my profound gratitude to all those who have being
instrumental in preparation of my project report. This project would not have
been possible without the support of many people. I would like to thanks head of
department MR.SHIBU JOHN, for his support and help. Many thanks to my guide
NUDRAT MOINI REHMAN, , For her silent and meaningful guidance towards the
career development. who impressed me with his dedication and sincerity to the
subject of Marketing Management.

I thank Mr. SHARAD ASTHANA of Bharti Airtel Industries Ltd and Mrs.
BHAWNA for being my guide at the company and for providing constant support
and encouragement throughout the project. Without whose support, the execution
of the project idea wouldn’t have been this easier.

Last but not the least my special thanks to my Parents and family members who
supported me and my dear friends who encouraged me.

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 Executive Summary

The development of the Direct to home sector has experienced a major process of
transformation in terms of its growth, technological content and market structure in
the last decade. Any company which is successful is because of their reach among
customers which is possible through the effective tools through which a company
communicates and attract its customer. Dish TV is most famous brand and have a
sophisticated place and market leader position in the mind of customer. This is due
to its strong brand image.

The attempt behind this project was to find out the effectiveness of DISH TV as a
brand over the retail outlets and its competitor position over these outlets, so that
company would be able to find out its lagging area and can focus more effectively
to target more and more customer and to communicate them more easily

Table of content

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Introduction Page No.
DTH Industry 8-9
Current Scenario 10-11
Players in DTH Industry 12-16
Review about various DTH players 17-21
Porter’s Analysis of DTH Industry 22

Company profile
Company Profile 23
Business Division 24
Organization structure 25-26

Literature Review

Background of Airtel digital TV 28

Government Policy 29-31

Research Design

Objective of project 33
Research methodology 34
Sampling design 35
Limitation of study 36

Data Analysis and Interpretation 37-54

Finding, Conclusion and

Recommendation 55-59

Bibliography 60

Annexture 61-66

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 Introduction

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 Industry Overview
After a slow start, the DTH market in India is fuelled by fierce Competition
between the incumbent Dish TV and challenger Tata Sky, Airtel DTH plus several
new entrants, but pricing and exclusivity remain key Contentious issues.

History:

The history of Indian Television dates back to the launch of Doordarshan, the
country‘s national television network in 1959 when the transmission was in black
& white. The 9th Asian games which were held in 1982 in the country‘s capital
New Delhi heralded the mark of colour television broadcast in India.
In 1991, Indian economy was liberalised from the license raj
and major initiatives like inviting FDI, deregulation of domestic businesses
emerged. This led to the influx of foreign channels like Star TV and creation of
domestic satellite channels like Sun TV and Zee TV. This virtually destroyed the
monopoly held by Doordarshan. In 1992, the cable TV industry started which
changed the way the average Indian watches the television. Every city in India had
a new breed of entrepreneurs called as cablewallahs or Local Cable Operators
(LCO) taking in charge of distribution. Since this was a disorganized sector
carrying new channels on the existing infrastructure required new investments
which the operators were reluctant to make. This led to the emergence of a new
breed of firms called as Multi System Operators (MSO) who had heavy financial
muscles to make capital investments and liaised between the cable operators and
the channels. MSOs provide the feed to the local operators for a fee.

In 1995, government felt the need of regulation in Cable TV and passed the Cable
TV network (Regulation) Act. This was also the time when the state owned
Doordarshan and All India Radio came under a new holding called as Prasar
Bharati to give them enough autonomy. The LCOs reported a lower number of
connections where as the broadcasters demanded a higher rate. MSOs were finding
it difficult to operate under these conditions. This led to an amendment of the

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Cable TV networks(Regulation)Act in 2002 to provide Conditional Access
System (CAS). With CAS, the last mile distribution could be addressable with
accuracy and digitalization of broadcast was also possible. CAS was rolled out in
2003 staring from Chennai and later to parts of Delhi, Mumbai and Kolkata. On
the DTH front, TRAI issued the guidelines for operating DTH. Country‘s first
DTH license was awarded to Dish TV in 2003 which started operations in 2004.
Prasar Bharati also started its product DD-Direct +

In 2007, TRAI proposed a new initiative by name ―Headend-In-The-Sky (HITS)‖

model as an alternative to the existing cable distribution. Instead of the MSOs
providing the bundle, there will be a single HITS operator who will prepare the
bundle of channels and beam it to the Headend in the satellite. With the average
Indian getting younger, and hence more likely to spend on nonessentials, the
entertainment industry has the potential to grow explosively in the future. Now the
industry is ready to enter a second stage of growth powered by the twin engines of
technology (availability of quality infrastructure and the accelerated penetration of
digital connectivity) and an enabling regulatory environment.

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 Current Scenario
In the current context of the global financial meltdown, the Direct to Home (DTH)
industry in India is in the throes of multifarious challenges and opportunities. The
big game is all about shaping up grandiose plans to master the winning rules to
garner as much portion of the Indian DTH pie as possible by a handful of players.

Since the DTH space denotes big value, akin to the space occupied by television
and telephony, inter-firm rivalries have thrown up price wars, discount schemes,
procurement of transponders, ambitious targets for improving the subscription
base, popular bouquet of channels, set top boxes with superior quality of videos,
improving content, etc as a desperate means to entice the Indian viewer. A neat 20
per cent annual growth is being witnessed in the DTH sector in India with over 16
million households having digital pay-TV.

According to Harsh Bijoor, a brand consultant, ―Since Dish TV, the biggest
market player on the Indian soil, has not scraped even five per cent of the pie, there
is plenty left for other players to eat.‖

In the early 2008, five major players, Zee‘s Dish TV, Tata Sky, Reliance ADAG,
Sun Direct and Bharti Telemedia formed an umbrella body – DTH Operators
Association of India (DOAI). Dish TV is the largest DTH provider with a
subscriber base of around 5 million, Tata Sky, a DTH joint-venture Company
between Star (owned by Rupert Murdoch) and the Tata Group (20:80), now has
around 3.4 million connections and the forecast for 2012 is that it will further
increase to eight million, Sun Direct, the 80:20 JV between the Maran family and
the Astro Group of Malaysia, over 2.3 million, Big Tv about 1.2 million and Airtel
Digital Tv about 0.3 million subscribers (Source: Business Standard, May 1, 2009).

According to sources, DD Direct Plus has a subscriber base of about 3-4 million
subscribers, mostly in the remote corners of the country not connected by
terrestrial or cable television. DTH operations in India could be enhanced if the
dearth of satellite capacity is removed by increasing the number of available Ku-
band transponders that at present is 12 on Insat 4A, which in turn would mean
more channels for viewing.

Tax burdens on DTH are another area of complaint for operators. Around 40
percent of revenues are siphoned off to pay taxes and license fee and another 12
per cent for servie imposed by the central government. Apart from this, there are
entertainment taxes that differ from state to state.

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DTH stands for Direct To Home which is a direct mode of transmission between
Broadcaster and Subscriber through satellite.

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Broadcast centre collects the signals from different programming sources (like
Sony, Zee, and Star). It processes the Signals and beams it to the Satellite. Satellite
will reprocess the signals and retransmits the signal to the subscribers.

PLAYERS IN DTH INDUSTRY

There are seven major players in this industry with different market
share.

1. Dish TV - Zee group

Dish TV is a venture by the Essel Group and was launched in 2004. Dish TV is
India’s first private player in DTH industry with a presence in 19 states. It has a
subscriber base of 5.07 million (March2009).
(http://voicendata.ciol.com/content/service_provider/109080102.asp).It has a
bouquet of over 240 channels to choose from. Recently Dish TV has launched an
entry-level subscription at Rs. 99 per month with the largest offering of 110
channels

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2. TATA Sky – Joint venture between Tata Group and UK-based
British Sky
Tata Sky was incorporated in 2004. TATA is one of India's largest and most
respected business conglomerates and the SKY brand, owned by the UK-based
British Sky Broadcasting Group has over 20 years of experience in satellite
broadcasting. It launched its services pan-India in August 2006.Within a short
span of time it garnered a subscriber base of nearly 4 million (Aug 2009)
(www.tvnext.in/news/155/ARTICLE/2142/2009-08-06.html).It has over 168
channels to choose from. Tata Sky has launched an entry-level subscription plan
called ‘Super Hit Pack’ at Rs. 99 per month with a bouquet of 53 channels. Tata
Sky recently launched Tata Sky Plus which uses the personal video recording (PVR)
technology that allows consumers to record live.

3. DD-Direct + -Owned by parent company Doordarshan

DD Direct Plus was launched in December 2004 by Doordarshan. It was India’s
first DTH service offering about 59 TV channels and 21 radio stations. DD DTH is a
free service and has acquired a subscriber base of 60–70 lakh connections (July
2009). (www.dnaindia.com/money/report_prasar-bharati-dth-moving-to-pay-
mode_1277779)

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4. Sun Direct - Rs 1000-crore Indian DTH television network based in
Chennai from Sun group.
Sun Direct is a DTH service in India headquartered in Chennai, Tamil. Sun Direct is
an 80:20 joint venture between the Maran family and Astro Group of Malaysia.
With 170+ TV channels and 31 Radio channels, Sun Direct has a subscriber base of
3 million (April 2009) (www.topnews.in/sun-direct-launches-hd-services-crosses-
3-million-activesubscriber-base-mark-2149664). Sun Direct has a basic pack of Rs
75 monthly subscription which is the lowest price-point compared to the other
service providers.

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5. Reliance BIG TV Limited – a part of Reliance Anil Dhirubhai
Ambani Group.
Reliance Communication a more recent entrant in the DTH space has the brand
name ‘Big TV’. It has aggressively priced packages as low as Rs. 1490 with an
offering of 64 channels and a three month free subscription in addition to 20 video-
on-demand movie channels. Within a short span of time it garnered a subscriber
base of nearly 1.8 million (Aug2009)
(www.livemint.com/2009/06/21231941/Big-TV-to-go-on-a-content-acqu.html).
Big TV currently offers 202 channels. BIG TV focuses on VAS and claims to have a
next generation user guide which is indexed.

6. Airtel DTH - Bharti Airtel Limited

The recent and much talked about player in the market is Bharti- Airtel. A teaser
campaign ‘See you at home’ was followed up by a multi-starrer campaign with
celebrities like Saif Ali Khan and Kareena, Vidya Balan and Madhavan and Indian

15
cricketers Gautam Gambhir etc.It has a subscriber base of 1 million (June 2009)
(www.indiandth.com/2009/08/airtel-digital-tv-mops-up-one-million.html) and
has a bouquet of over 138 channels and world space satellite radio to choose
from. Airtel Digital has a basic pack of Rs 99 monthly for South and Rs 125
monthly for north.

7. Videocon D2H
Videocon – the big Indian consumer durable player launched itself in the DTH
market in June 2009 through its media arm Bharat Business Channel (BBCL). Right
now it has offered services in Punjab, J&K, Chandigarh, Haryana and Himachal
Pradesh with packages as low as 150 per month. Advantage over other players is
that Videocon already makes analog set top box hence they are likely to
manufacture Set Top Box for their DTH service as well.

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Reviews about various DTH players
Market Share of DTH player in India on 26th May 2010

Sales

13% 2% 24% Sun Direct

Tata SKY
Airtel Digital
Dish TV
29%
Big TV
8% 24% Vedeocon D2H

Porter’s Analysis of DTH industry

1. Threat of substitutes:

DTH faces stiff competition from the terrestrial, cable and IPTV. As per the
industry estimates, there are 130 million TV homes of which 85 million are served

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by cable and around 16 million by DTH with the remaining taken by terrestrial
transmission.

Indian Broadcasting
22%

Terrestrial
12% DTH
66% Cable

 Terrestrial Television:

Doordarshan is the world‘s largest terrestrial broadcaster with over 1400 terrestrial
TV transmitters. The reach provided by this route is phenomenal with Doordarshan
covering 88% of India‘s geographical area. Covering the remaining 12% area
required substantial capital investments which does not outweigh the benefits. The
transmission was done originally in Analog mode but beginning from 2002,
Doordarshan has partnered with BBC resources – the consulting wing of BBC, in
offering digital terrestrial TV. The transmission could be received using a low cost
Yagi antenna. However, due to lack of attractive content it does not seem to be a
formidable threat for DTH.

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 Cable TV:

Cable TV currently operates in 2 modes viz. through CAS covering cities like
Chennai, Delhi, Mumbai and Kolkatta, and through non-addressable system in the
rest of the country. As seen from the above diagram Cable TV enjoys the
maximum share as compared to other medium. In case of CAS controlled areas,
the subscriber has to buy Set Top Box (STB) to see the pay channels. On the other
hand, in areas where non-addressable system is used, nearly all the channels are
available without the need of any separate receiver by paying anywhere between
Rs 100 to Rs 350 per month depending on the place. Due to phenomenal reach of
Cable TV, it poses a serious threat to the growth of DTH industry.

 Internet Protocol Television (IPTV):

IPTV is a service where television signals are digitally sent over the
telecommunications line. It is often presented as a bouquet of Video (IPTV), Audio
(Telephone) and Data (Broadband Internet) services. With widespread adoption of
broadband in the country and the growing techno savvy population, IPTV has a
potential to become a huge success. IPTV takes the interactivity to a newer level.
In regular mediums, all the channels are pushed to the consumer regardless of his
preference. IPTV encourages a two-way request response model where the
consumer chooses the programs he wants to view. Right now thos medium is
totally unregulated and cable companies are urging the TRAI to issue a
consultation paper process to include IPTV under the aegis of Cable TV act. IPTV
is a considerable threat to DTH in urban and semi urban areas where broadband
has made its mark.

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2. Bargaining power of suppliers:

DTH industry relies on three major supplies: Customer Premise Equipment (CPE)
comprising of the satellite dish, Set Top Box with the necessary Access card, the Ku band
transponders in the orbiting satellites and content. With India overtaking Japan as Asia‘s
largest DTH, the bargaining power of Indian DTH operators with CPE supplies have
increased.
However, the availability of transponders is increasingly becoming difficult. The Ku
band transponder is generally provided by Astrix, the commercial wing of ISRO either
through its own satellites or by leasing transponders from suppliers. With only two
domestic satellite launches between 2007 and 2010 an d increasing DTH players, Astrix
is in a better position to use DTH as its cash cow for the next 5 to 10 years. Also the crash
of INSAT 4C and NSS-8 has worsened the situation of DTH players.
As there is not much of regulation particularly in terms of channel pricing, acquiring
content from the broadcasters is also difficult. DTH vendors are at the mercy of the
broadcasters.

3. Bargaining power of buyers:

With enough options to choose both from the pont of alternate mediums like Cable, IPTV
and Terrestrial broadcast and from the point of increasing DTH operators, the consumer
is at his will to decide.
Customers will continue to have a high bargaining power until DTH platforms try to
differentiate them as superior players with better content and clarity

4. Inter firm rivalry:

With 6 operational players, the inter firm rivalry is quite high. The competition from state
owned DD-Direct to private players is negligible from the content point of view as the
number of channels offered by DD-Direct is very limited. However, DD-Direct does not
charge any monthly subscription fee which poses a threat to the private players.
Between Dish TV and Tata Sky there is an intense rivalry exhibited by price wars and
discount schemes offered to new connections. Being the first mover, Dish TV has price
advantage in both the STB as well as procuring the transponders. On the other hand, Tata
Sky claims its STB having superior DVD quality video. 17

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Other than price wars and intense competition in increasing customer base, there is also a
competition at acquiring the content. Dish TV, Tata Sky and Sun Direct are part of big
groups that also have popular bouquet of channels like Zee, Star and Sun respectively.
The channels indirectly refuse content for DTH operators by charging exorbitantly or
mandating that all the channels of their bouquet to be transmitted when the vendor is
already capacity constraint.

5.Threat of new entrants:

With already 6 players in the DTH space, threat of new entrants is relatively low.
There is already enough competition which will discourage new firms to enter this
business. While getting a license is relatively easy, the barriers to entry are high
when it comes to pricing of CPE and getting the required transponders.

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 COMPANY PROFILE

Company Profile:-

22
India's largest and world's third largest cellular service provider with more than 82
million subscribers –Bharti Airtel is a merger between Bharti Group and Airtel it’s
a well know Ned brand in India as well as Asia . Owned by Mr. Sunil Bharti
Mittal. Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises.
The Bharti Group has a diverse business portfolio and has created global brands in
the telecommunication sector. Bharti has recently forayed into retail business as
Bharti Retail Pvt. Ltd. under a MoU with Wal-Mart 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 Teliemedia 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. 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. 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

Highlights
»Bharti Airtel Limited to host its fifteenth annual general meeting of the
Company on Wednesday, September 01, 2010
»Bharti Airtel to announce its results for the first quarter ended June 30, 2010
on August 11, 2010 (Wednesday)
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»Bharti Airtel makes Facebook’s mobile site free for its 130 million plus
customers
»Now use internet to browse, record shows through your Airtel digital TV
recorder
»Bharti Airtel to Observe Silent period from June 30, 2010
»Airtel digital TV Adds High Definition Excitement to Soccer Fever -Offers
ESPN on HD platform for customers.

Business Divisions

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.
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

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Enterprise Services provides a broad portfolio of
services to large Enterprise and Carrier
customers. This division comprises of the Carrier
and Corporate business unit. Enterprise Services
is regarded as the trusted communications
partner to India's leading organizations, helping
them to meet the challenges of growth.
Organisation Structure
25
Discover the magical experience of digital
enterainment with Airtel. From DVD quality
picture and sound,the best and widest variety of
channels and programmes to the best on-demand
content on Airtel Live, your tv viewing experience
change forever with digital TV from Airtel!
As an outcome of a restructuring
exercise conducted within the
company; a new integrated
organizational structure has
emerged; with realigned roles,
responsibilities and reporting
relationships of Bharti’s key team
players. With effect from March
01, 2006, this unified management
structure of  'One Airtel' will
enable continued improvement in
the delivery of the Group’s
 strategic vision.

Bharti Airtel - Organization Structure

26
 Literature Review

Digital TV
Welcome to digital TV, the DTH service from Airted on 31st August, 2007. These
regulations were issued to lay down the standards of quality of direct to home
services and to protect the interests of direct to home subscribers. At the time of
issue of these regulations, only two direct to home operators apart from
Doordarshan were providing direct to home services in the country. Since then,
three new direct to home operators have started commercial operations. With the
evolution of the direct to home segment and the increase in the number of direct to
home subscribers, new issues relating to quality of direct to home service have
arisen. In order to address these issues the Authority has decided to amend the
Direct to Home Broadcasting Services (Standards of Quality of Service and
Redressal of Grievances) Regulations, 2007.

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Government Polices
TRAI Rules
The Direct to Home Broadcasting Services (Standards of
Quality of Service and Redressal of Grievances) Regulations, 2007, were issued on
31st August, 2007. These regulations were issued to lay down the standards of
quality of direct to home services and to protect the interests of direct to home
subscribers. At the time of issue of these regulations, only two direct to home
operators apart from Doordarshan were providing direct to home services in the
country. Since then, three new direct to home operators have started commercial
operations. With the evolution of the direct to home segment and the increase in
the number of direct to home subscribers, new issues relating to quality of direct to
home service have arisen. In order to address these issues the Authority has
decided to amend the Direct to Home Broadcasting Services (Standards of Quality
of Service and Redressal of Grievances) Regulations, 2007.
Rationale for making amendment to the Direct to Home Broadcasting
Services (Standards of Quality of Service and Redressal of Grievances)
Regulations, 2007:
The Authority noted that a large number of complaints have been received from
the Direct to Home subscribers regarding dropping of channels from subscription
packages offered by DTH operators. In case of subscription to DTH services, a
subscriber subscribes to the service on the basis of specific channels included in
the subscription package. If any channel is taken out of a subscription package and
it is replaced by another channel then the DTH subscriber may be getting the same
number of channels as earlier, but will be deprived of viewing the particular
channel which has been removed. In case the channel which is removed is offered
to the subscriber as an add-on package then the subscriber ends up paying more for
viewing that channel which was earlier included in his subscription package. This
subverts the tariff protection provided to DTH subscribers by Regulation 9 of the
Direct to Home Broadcasting Services (Standards of Quality of Service and
Redressal of Grievances) Regulations, 2007. This calls for DTH subscribers to
know about the 51
following new rules.

28
29
30
1.No visiting or repair and maintenance charges of DTH equipment during
warranty period. TRAI: The DTH operators have been prohibited from charging
any fee towards visiting charges or repair and maintenance charges of DTH
Consumer Premises Equipment during the period of warranty for such DTH
Consumer Premises Equipment acquired on outright purchase basis.
2. The DTH operators cannot alter the subscription package during the first 6
months, or till validity expiry, of a subscriber's enrollment. TRAI: The DTH
operators have been prohibited from changing the composition of their
subscription packages during first six months of enrolment to the subscription
package or during the period of validity of a prepaid subscription package,
whichever is longer.
3. In case a channel is removed from a subscription package in the first 6 months
of enrollment, the DTH operator must reduce the price proportionately, or replace
the removed channel with one of the same genre and language. TRAI: The DTH
operators have been mandated to proportionately reduce the subscription charges
for a package from which any channel is removed for first six months of enrolment
or during the period of validity of a prepaid subscription package, whichever is
longer or to replace the channel with a channel of same genre and language.
4. The option of choosing the package with reduced charges or the package with
replaced channel has been given to the subscriber.
5. In case a removed channel needs to be replaced, the replacement option will be
in the hands of the DTH operator.
TRAI: Option to select the channel of the same genre and language in a
subscription package to replace a channel which has become unavailable on the
DTH platform, has been given to the DTH operator.
6. Your DTH operator needs to give a prior notice of fifteen days to you before
changing the composition of any subscription package.
7. Subscribers are allowed to request their DTH operator to suspend their services
for up to 3 months. However, this suspension period should not comprise the same
calendar month. TRAI: DTH operators have been mandated to entertain requests of
DTH subscribers for suspension of services if requested period of suspension does
not exceed three calendar months and does not comprise part of a calendar month
The above rules are compulsory for DTH operators to adhere to.

31
 Research Design

32
Objectives of the project

To do a comparative analysis of dealer satisfaction for different DTH players in

India.

Resource Knowledge
Recharge Entry offer

 Availability Product Availability

 Knowledge of recharge process Knowledge
 Problems in recharge process

Frequency of Visit

 Company Sell Executives

 Distributors

Visibility

 Pamphlet
 Danglers
 Glow sign board
 Standees

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RESEARCH METHODOLOGY/ DESIGN
The methodology adopted for eliciting the data required for the study was survey
method. It is the overall pattern or framework of the project that will dictate as to
what information is to be collected, from which sources and by what procedures.

RESEARCH METHOD

Research methodology must be classified on the basis of the major purpose of the
investigation. In this problem, description studies have been undertaken, as the
objective of the project is to conduct the market survey about the comparative
analysis of dealer satisfaction of other DTH player in India.

Descriptive method is used in the research. A sufficient thought has been given in
framing the questionnaire and deciding the types of data to be collected and the
procedure to be used.

DATA COLLECTION

The information needed to further proceed in the project had been collected
through primary data and secondary data.
 PRIMARY DATA
Primary data consists of information collected for the specific purpose at hand for the
purpose of collecting primary data, survey research was used and all the retail outlets
sellers using different brands and their competitors were contacted. Survey research is the
approach best suited gathering description.
 SECONDARY DATA
The secondary data consists of information that already exists somewhere, having been
collected for another purpose. Any researcher begins the research work by first going
through the secondary data. Secondary data includes the information available with the
company. It may be the findings of research previously done in the field. Secondary data
can also be collected from magazines, newspapers, other surveys conducted by known
research agencies etc.

 Sources of data: Primary data

Questionnaire has been used to collect the data. It contains the open ended, closed
ended and scaling techniques.

 Data collection method: Survey method has been used for collecting the data.

34
 Method of communication: Indirect communication (questionnaire) has been used
for collecting the information.

 Sample size: 60 Dealer have been surveyed.

 Sampling technique: Convenience area sampling has been used in the research.

 Area of survey: North Delhi ,West Delhi and South Delhi

RESEARCH METHODOLOGY

The respondents are consumers of various DTH. The survey was carried in North
Delhi, South Delhi and West Delhi with the sample size of 20,15 and
25respectively. The survey was carried out with the help of a structured
questionnaire, which helps in accomplishing the research objectives. The
respondents by means of personal interview administer this structured ended
questionnaire.

SAMPLING DESIGN

These three region of Delhi has a very large amount of population for carrying
research study on any subject. It was thought proper to cover all type of outlet like
consumer durable and recharge outlet.
The sampling chosen is the non probability convenience sampling, because only
those dealer were interviewed that were accessible and available.

LIMITATIONS OF THE STUDY

 The sampling plan was based on non-probability method and no scientific

methods were adopted.


35
  The study concerns itself with consumer trading behavior, which is a
complex activity. This is a psychological process and is so spontaneous
sometimes, that, trader does not recognize it and remains unaware, and when
trader is asked to give his views on such buying, it cannot be 100% reliable.
 The sample size is not sufficient to represent the whole population.

36
 Data Analysis
&
Interpretation

37
MARKET VISIT

 Date of Visit: 1st June 2010 to 1st July 2010

 Sample Size : 60

 Areas covered: North Delhi- 20 Dealers

South Delhi- 15 Dealers
West Delhi- 25 Dealers

 Objective: To do a comparative analysis of dealer satisfaction for different DTH

players in India

 Methodology used: Interviewed Dealers

38
 80% Types Of Outlet
73%
70%
60%
60% 56%
50% 44%
40% North
40% South
30% 27% West
20%
10%
0%
Consumer Durable Recharge Outlet

ANALYSIS & INTERPRETATION

(Based on Survey Conducted for 60 Dealers)

39
Q. Is the product available with you whenever required by customer?

Product Availability
Airtel Dish TV Tata Sky Big Tv
100% 20%
90% 57%
80% 90% 96%
70% 96%
60% 22%
50% 96%
40% 94% 56%
30%
20%
85% 84% 75%
10%
0%
North Delhi South Delhi West Delhi
Interpretation: 85% of dealers in North Delhi have the product available
whenever required by the customer; the same is around 84% in South Delhi and
75% in West Delhi respectively.

Observation:
AirtelDTH has a very strong presence in, North and South Delhi. The closest
competitor Tata Sky, and DishTV in all the three region and has a stronger
presence in Haryana than Dish TV. We can conclude that the dealers rate is not
very good as compared to its competitor.
Airtel can concentrate more in all region and increase its availability while striving
to attain 100% in the states of Delhi.
By this comparative study, we can say that there is still some scope for ―Airtel
specially in west Delhi.

40
Q. Awareness about Entry offer and Recharge offer?

Entry Offer
Airtel Digital Dish TV
Tata sky Big TV
400%
350%
300% 80%
250% 75%
27% 88%
200% 85% 53%
150% 80%
75% 73%
100%
50% 70% 87% 100%
0%
North Delhi South Delhi West Delhi

Interpretation: - The above bar graph shows awareness of entry offer of different
brands in three region, i.e. NorthDelhi , SouthDelhi and West Delhi. On X-axis
represent different brand and its awareness percentage on Y-axis according to
different region. 100% of dealers are aware of various entry offers inWest Delhi,
and in North and SouthDelhi, the awareness percentage is low as comparison to
other.

Observation: The awareness amongst dealers regarding entry offers is not an issue
inWestDELHI Delhi but it comes fourth after Tata Sky and DishTV and BigTVin
NorthDelhi. This indicates that AirtelDigital needs to ensure that the new offers are
communicated well to the dealers in upcountry. AirtelDTH can run campaigns,
increase visits, run competitions to increase the awareness. Tata Sky and DishTV
make sure that there dealers must be aware about their plan and for that their
distributor keep on taking feedback.

41
 Recharge Offer
Airtel Dish TV Tata sky Big TV
0%
0%
85% 0%
76%
87%

100% 88%
61%

North Delhi South Delhi West Delhi

Interpretation: - The above bar graph shows awareness of recharge offer of

different brands in three region, i.e.North,South and WestDelhi . On X-axis
represent different brand and its awareness percentage on Y-axis according to
different state. 100% of dealers (airteldth)are aware of various recharge offers in
north Delhi as comparison to other brand .

Observation: The awareness amongst dealers regarding recharge offers comes

first in two region. . This indicates that Airtel Digital needs to ensure that the new
offers are communicated well to the dealers. Airtel Digital can run campaigns,
increase visits, run competitions to increase the awareness. Tata Sky and DishTV
make sure that there dealers must be aware about their plan and for that their

42
distributor keep on taking feedback.The awareness is not very good in south Delhi
and it comes second after DishTV.

Q. Modes of recharge?

North Delhi
EPRS VOUCHER OXYGEN ITZ
57
52
47
40 41
37

24
20 19 20 20
12
4 4 3
0
AIRTEL DIGITAL DISH TV TATA SKY BIG TV

43
 70%
60%
50%
40%
30% EPRS
20% VOUCHER
10% OXYGEN
0% ITZ
A L TV Y TV
IT SK
IG ISH T A BI
G
L D D T A
E
IRT
A

44
 Chart Title
EPRS Voucher Oxygen ITZ
65% 63%
58%
52%

37%
30%
23% 25%
18%
7%5% 9%8%
0% 0%0%
Airtel digital Dish TV Tata Sky Big TV

Interpretation: - Above three graphs represent which mode of recharge used

mostly in these state. First graph represent NorthDelhi, second graph WestDelhi
and third graph represent SouthDelhi. On the Y axis of every graph represent
Percentage of user of different- different modes of different brands and on X axis
represent different modes of recharge.

Observations: Dealers prefer vouchers and EPRS for AirtelDigita (Electronic

prepaid recharge system). On the other hand for Tata Sky and Airtel has been using
EPRS and vouchers and oxygen successfully.

45
Q Do you think Recharge voucher Is readily available whenever required by
Customer?

Availability Of Voucher
Yes No Not Deal
120%
100% 10% 7% 15%
80% 30% 10%
60% 67%
40% 75%
60%
20%
24%
0%
North Delhi South Delhi West Delhi

Interpretation: The above bar-graph shows whether the recharge vouchers are
readily available to the Airtel digital dealers or not. Here the main focus is on the
specific mode of recharge i.e. Vouchers. X-axis shows region-wise analysis, and
Y-axis shows the percentage level. In this chart, Yes implies that the dealers are
readily available with the vouchers, whenever demanded by the
customer.No,signifies that dealers are not available with the vouchers as the
distributors don‘t provide them at the appropriate time. Whereas Not Deal‘ implies
that the dealers don‘t deal in vouchers at all because of problems faced by them
during recharge process.

46
Observation: 67% of AirtelDTH dealers inSouth Delhi lacking with the proper
stock of vouchers, when demanded by the customer. But they use other modes to
recharge like EPRS or Oxygen instead of Vouchers. 24% dealers are available with
the vouchers, whereas 7% don‘t deal in vouchers.
Similarly in west and east Delhi, we have different percentages of dealers as per
their dealings in the voucher recharge process. 10% of dealers in WestDelhi having
the availability issue, 75% are readily available with the proper stock of vouchers,
and 15% of Airteldigital TV dealers don‘t deal in vouchers at all. 30% of
NorthDelhi Airteldigital TV dealers having the problem of not availability of
vouchers, 60% of dealers are doing perfectly fine with it, whereas 10% of dealers
don‘t deal with it.
The overall scenario is good in South Delhi, but the North and West Delhi data
point out that the dealers avoid to deal in vouchers which should be lower. The
non-availability of vouchers among dealers in these regions is also very high.
Some Airtel digital TV dealers share their concern regarding non-availability of
vouchers and problems faced by them during recharge through EPRS. So they are
planning to terminate their dealings in Airtel digital TV recharge offers in near
future.

47
Q. Awareness about extra charges which have to pay by customer for the
activation and downgrade/upgrade plan?

Extra Charge
No Charge Not Any Idea
Late Charge Downgrade charges
7%
10%

41%

42%

Interpretation: - Above pie chart shows that how much dealers aware about extra
charges which customer have to pay for reactivation or downgrade/upgrade their
plan. 38% and 37% dealers are aware that customer of Airtel digital TV have to
pay extra charges for reactivation and for downgrade their plan respectively. 16%
dealers said that there is no extra charges have to pay by customer and 9% dealers
are not aware about same.

Observation: It is being observed by the survey that customer have to pay for
down gradation (Rs 40) and re-activation. Whereas other DTH brands do not have
to pay in the way like Airtel digital TV is doing, due to which customers are more
attracted towards other brands like Dish TV.

48
Q. How do you rate following DTH brand on the basis of following attributes?

Dealer Feedback
Airtel Dish Tv Tata Sky Big TV

250%

52% 43% 38%

200% 67% 60%
63% 72%
150% 90%
80% 79%
63%
100% 46% 40% 14%
11%
36% 18%
43%
50% 86% 78% 90%
58% 70%
43%
0%

Interpretation: - Above graph reveals that how the dealers have rate the attributes
like availability, offer, price, quality, customer satisfaction and after sale service
according to their experience with different brands. Y axis represent % of dealers
and X axis represents the attributes.

49
Observation: - As per the survey Airtel digitalTV is lagging behind its
competitors for its availability,price,quality and aftersale service. It clearly
indicates that the company needs to shift its focus in order to increase its market
share as it faces a very stiff competition from Tata Sky and dishTV in these areas.

Q How frequently company executive/ Distributer visit your shop?

Company Visit
Airtel Dish TV Tata Sky Big TV
120%
100% 18%
80%
38% 37%
60% 25% 3% 17%
19% 6% 28% 9%
40% 33% 20% 17%
20% 20% 10%
22% 14% 24% 20% 20%
0%
Weekly 2 Weeks Monthly Anytime No visit
Interpretation: Above graph represent about how frequently distributers visiting
to dealer‘s outlet. Different coloured bar graphs represent different brands. The bar
graph represents all the region of delhi.. Y axis represents number of dealers and X
axis represents duration of visiting of distributers.

Observation: As shown in bar graph distributers of Tata sky and DishTV visit
more frequently to the dealers than other brand, 38% of dealers said that Tata sky
distributers visit on the weekly basis. 33% of dealers accepted that distributer of

50
DishTV visit on weekly basis but dealers are very upset with Airtel digital TV,
only 22% dealer are accepted that Airtel distributers are visiting in their outlet.

This graph is plotted by adding all the dealer who are selling Airtel DTH in north
,south and west Delhi.

What is the competitors is doing better than us?

Competitors do better then US

Customer Care Other
Installation Support

22% 25%

10%

43%

Observation- when we are talking about other DTH player that what they are
doing which is better than Airtel digital TV, maximum number of dealer express
their views and said that Tata Sky and Dish TV provide one call installation
service, which mean that they never call again to customer care or the concerned
person for installation.customercare is working very good for Airtel and it provide
very good after sale service.

51
Installation: - Many dealers say they recommend Tata Sky and Airtel because
they get the installation done much faster in comparison to Dish TV. With Dish, it
takes up to 3-4 days sometimes. The company hasn‘t been able to keep up the
promises made to the customers, like installation and activation commitments are
often not met

Support:- It is being found that other DTH players are very strong in relationship
building with the dealers because there are certain examples to prove this, like,
dealer have committed any mistake than customer care and company executive
won‘t take much time to solve the same or take the request of the dealer on the
priority basis.

Q What do you like about Airtel DTH as compared to other DTH BRAND?

Liking in Airtel Digital TV

Offer Price
Every think ok No comment
60% 54%
50%
50%
40% 35%
30%
30% 25% 23%
19% 19%20%
20%
12%
10% 6% 7%
0%
North Delhi South Delhi West Delhi
Interpretation: The above bar graph notifies the factors that make Airtel digital
TV better than its competitors as per dealers in all three region covered. The Y-axis
shows various factors, like the offers made by Airtel dealers, the price it offers to
its customers, or some dealers would like to rate Airtel digital TV above than the
52
other brands in all factors. There are some dealers who are indifferent among
various DTH brands, so they come under ‗No Comment‘ category.

Observation: 50% Airtel digital TV dealers in north Delhi communicate that the
offerings made by Airtel is much better than other brands, whereas the percentage
of dealers which like to praise our offerings in South Delhi and West Delhi is 35%
and 19% respectively. The pricing strategy of our company is better rated by 6%
dealers in NorthDelhi, 30% dealers in SouthDelhi, and 20% dealers in West Delhi.
These dealers have an opinion that Airtel digital TV prices are not compatible than
other dealers. However, some dealers also have a view that Airtel digital TV is
overall much better than other brands, and their percentage is very good. It is 25%
in NorthDelhi, 23% in South Delhi, and 54% in West Delhi. A large ratio of
dealers either avoids to make any kind of comment over this question, or they are
indifferent in their opinion in all the three states.

Q Other DTH brand offers you better recharge facility.?

Better Recharge Facility

Quick Recharge Conformation SMS
Support No Comment
60% 53%
50% 48%
40%
40%
30% 32%
30% 27%
20%
20% 13%
10% 12%
10% 7% 8%
0%
North Delhi South Delhi West Delhi

53
Interpretation: This bar graph focuses on the facilities provided by our
competitors, which makes them compete with us in a better way and provide them
a competitive edge. This chart is complement to previous question, in which the
strong and weak factors of Airtel digital TV are pointed out. The X-axis shows the
various factors in which our competitors are performing better, like quick recharge
process as per dealer‘s experience, quick confirmation received about the recharge
being done because Airtel digitalTV has this issue of delay in getting confirmation
SMS, other factors are support in case any mistake committed by dealer, and some
dealers are even indifferent in their approach or refuse to rate among various DTH
brands.

Observation: 30% dealers inNorth Delhi point out that our competitors provide
quick recharge process as compared to Airtel digital TV, similarly in SouthDelhi
and WestDelhi, the percentage of dealers agree to this factor is 27% and 32%
respectively. Delay in receiving confirmation process is among one of the
weaknesses of AirtelDigital TV, whereas it provides competitive advantage to
other brands. 40% dealers inNorth Delhi rate other brands higher than Dish TV in
this aspect, 53% dealers in SouthDelhi, and 32% dealers in WestDelhi. However
there are not much dealers that rate our competitors higher in terms of providing
better support system and their percentage is not much, but significant though.
They are 20% in NorthDelhi, 13% in SouthDelhi, and 12% in WestDelhi, they are
less in number, but not insignificant as per the sample size. There are some dealers,
who either don‘t want to share such information, or indifferent in their approach.
Their percentage is 10% in NorthDelhi, 7% in SouthDelhi, and 8% in WestDelhi.
All these factors affect the overall dealer satisfaction ratings, which is very
significant in terms of competition.

54
 Finding, Conclusion
And
Recommendations

55
Findings On survey

1) Maximum Dealers keep Airtel digitalTV kit and recharge facility.

2) Awareness of new connection and new recharge offers of Airtel Digital is
similar to Tata Sky and DishTV.
3) There is a communication gap between the company and the dealers. This
doesn‘t seem to be the case with other DTH providers.
4) Availability of vouchers lie between price ranges from Rs 100 to 1000.
5) Availability of voucher is one of the major issues among Airtel digital TV
dealers, approximately 40% of dealers in NorthDelhi and SouthDelhi facing this
problem. For small amount of recharge they use vouchers, but use other modes of
recharge for large amounts. Due to the shortage of stock they are not able to retain
their customer for long time.
6) EPRS system seems to be the most beneficial recharge option for Airtel Digital.
7) In case of Airtel digital TV because of some complains in EPRS recharge
option, vouchers are preferred over others that are not the case with other brands
who use all other options.
8) Customer care service is considered to be very good.
9) Many dealers say they recommend Tata sky because sometime Airtel is not
available in stock and they know that customers are not willing to wait.
10) The company hasn‘t been able to keep up the promises made to the customers,
like installation and activation commitments are often not met.
11) Connect between the Call Center and the Service center is not good.
12) Customer Care is not reachable on Toll-Free easily, waiting time is high on
toll-free numbers.

13) Airtel digital TV changes the price plans and offers more frequently as
compared to other DTH providers. This along with improper communication
confuses customers which beings down the consumer satisfaction levels.

56
14) There has been a growing trend of TV customers and dealers being shifting to
Airtel Digital as Airtel provide better value added services like after sale service,
recharge facilities and customer care

15) Most dealers surveyed have complained that the Distributor/Sales people do
not visit much and they are not receiving sufficient support.

16) Other DTH brand provides best support facility, quick recharge and installation
facility, which provides them with the competitive advantage..

17) Good thing which i found in Airtel digital TV according to dealer feedback is
offer, dealers and customer like it due to strong brand image but same time they
shows un satisfaction with frequent changes in offer.

18) Specific Comments By dealers:-

a) Due to the bad EPRS system of Airtel digital TV, they are not able to
recharge higher amount and as they face such problems frequently, they try
to recommend other DTH brands to their customers.

b) The dealers mostly prefer to sell Tata Sky and Airtel because their
installation system is very fast as compared to others. Also if dealers are
committed to their customers regarding any specific time limit, the other
DTH brands never let them feel down, which helps the dealers to keep good
relation with their customers.

c) The dealers generally sell recharge vouchers of Tata sky worth Rs 1lac per
month, but in case of Airtel digital TV they only sell vouchers worth Rs 70-80k.
The main reason behind it is lack of availability and EPR system is also
responsible for it. It took long time to recharge. So dealers push its customer
towards Tata sky and Sun TV.

d) There has been problem on the behalf of the distributers front, distributer have
been setting there own price and negotiating according, this has been matter of
loss for the dealers in most the case the profit got is not up to the mark.

57
Recommendation
1) Increase awareness: Since there is lack in communication channel, it should be
tackled with care and dealers should be constantly made aware about the offers and
new plans through meetings with company executives at regular intervals.

2) Improve processes and techniques: In order to make recharge or activation

process more transparent and user friendly, the EPRS technology needs to be
upgraded consistently.

3) Give more value added services: Since Tata sky have clear edge over value
added services like free installation DTH needs to mend its strategy to face these
competition. One way of doing this would be to offer at least the same service as
these two competitors are trying to eat the market share.

4) Improvement in after Sales Services: Arrange proper training for customer

care executives as Airtel digital TV lacks proper after sale service.

5) Flexible pricing and time to time some changes are required: Airtel
doesnot change the price for a long time thus it need to reevaluate the pricing
strategy .

6) Voucher Availability: Make proper channel of Distribution of voucher.

7) Visibility: Danglers create more impact on customer mind, it always visible and
promote offer and help to recall brand resonance.

58
 BIBLIOGRAPHY

59
For our project, we have referred to the following places for information:

Websites

 www.tatagroup.com/tatasky

 www.airteltv.in

 www. Indiantelevision.com

http://in.ibtimes.com/articles/20081008/bharti-airtel-digital-dth-service-satellitetelevision htm

Retrieved 2008-10-13.

 WWW.sebi.gov in

Books

 Sales and Distribution Management – by F.L.Lobo

 Marketing Management – by Philip Kotler

Newspaper

Times of India, Hindustan Times

 "Bharti Airtel set to foray into India's DTH market, to launch Airtel Digital TV from

Oct.9". (International Business Times (08 October 2008). 8 October 2008.)

 "ADAG & Bharti gearing for massive on air war".

60
 ANNEXTURE

Questionnaire

61
Dear Sir/Madam, I am conducting a survey on the following topic study on
“COMPAERATIVE ANALYSIS OF DEALER SATISFACTION OF DIFFERENT DTH
PLAYER”.  This is a part of my academic pursuit and your sincere cooperation will
be highly obliged. Kindly fill in the below questionnaire to help me conduct the
survey.

Name:

Address:…………………………………………………………………….

…………………………………………………………………………………..

Contact No:

Proprietor’s Name:

Mobile No.:

1. Is the product available with you whenever required by customer?

Airtel Tata Sky

Dish TV Big TV
1. Awareness about Entry offer?
Poor Good satisfactory Bad
Airtel
Dish Tv
Tata Sky
Big TV

62
2. Awareness About Recharge Offer?

Poor Good
Airtel
Dish Tv
Tata Sky
Big TV

3. Mode Of Recharge?

EPRS Voucher Oxygen ITZ

Airtel
Dish Tv
Tata Sky
Big TV

4. Do you think recharged voucher is readily available whenever required by

customer?

Yes No No Deal

63
5. Do you get communication about offers?

Yes No

If Yes, How

Company SMS Call Distributors Others

exec.
Airtel
Dish Tv
Tata Sky
Big TV

6. How do You rate following DTH brand on the basis of following attributes?

Customer Availability Offer Price Quality After sale

Satis. service
Airtel
Dish Tv
Tata
Sky
Big TV

64
7. How Frequently Company Executive & Distributors visit your shop?

Weekly Fortnightly Monthly Any Day

Airtel
Dish Tv
Tata Sky
Big TV

8. Is any Extra charge required to pay for upgrade/ downgrade of package?

Yes/No If Yes
Airtel
Dish Tv
Tata Sky
Big TV

9. What are the competitor doing better than us?

……………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………
………………………………………………………………………………………..

65
10.what you like about Airtel digital tv as compared to other DTH brand?

……………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………
………………………………………………………………………

11. Do you think that other DTH brand offer you better recharge Availability?

If Yes,
how………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………
…………………

12. How we can serve you better?

……………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………
………………………………….

Thank you!!!

66
67