SERVICE QUALITY ANALYSIS &

MARKETING ACTIVITIES FOR

VIDEOCON D2H

BY Dinesh Paikrao
Roll no-56

IIMP-MBA(Marketing)

STRUCTURE OF INDIAN DTH MARKET

The structure of the DTH industry in India can be categorized
as an oligopoly. The word oligopoly is derived from the Greek
for new sell. An oligopoly is a market from in which a market
or industry is dominated by small number of sellers. An
OLIGOPOLY is a market dominated by a few large suppliers.
The degree of market concentration is very high. Firms within
an oligopoly produce branded product and there are also
barriers to entry.
The key characteristics of oligopoly market are following Few larger supplier dominates the market.
Independence between firms.
Each firm produces branded products.
Significance entry barriers into the market in the long run
which allows firms to make supernormal profits.
Each industry is aware of the actions of the others

COMPANY OVERVIEW
Videocon d2h, the DTH arm of Videocon group is the fastest
growing DTH service provider in India. Videocon d2h has 500
Channels and Services on its platform. It uses MPEG 4 DVBS
-2 technologies. It has many features like Multiple Tickers, 12
PIP Mosaic, 21 Active Music Audio Video Channels, d2h
movies. It carries 15 sports channels and all GEC channels on
its platform.
Videocon d2h has been awarded the 4th most successful brand
launch of the year 2009 across all product categories in the
Brand Derby survey carried out by Business Standard. Along
with HD, subscribers will also be able to enjoy 3D content and
experience the new world of television entertainment on our
HD-Digital Video Recorder with 3D.
In addition to all popular television channels, the Videocon d2h
platform will offer many new features and interactive services,
thus providing a wonderful viewing experience to consumers.

VISION AND MISSION

COMPANYS VISION: To be a DTH category

innovator with most advanced products and
services.
COMPANYs MISSION: To strive towards
making brand Videocon d2h, the highest top of
the mind recall in the DTH category with
strongest brand equity and most satisfied
customer base

MARKET SHARE

OBJECTIVES OF PROJECT:
PRIMARY OBJECTIVE:
To do Service Quality Analysis by Market research of Videocon d2h using
servqual model based upon:
1.
Reliability
2.
Assurance
3.
Tangibles
4.
Empathy
5.
Responsiveness
. To find out the Factors influencing the service quality of Videocon d2h.
. To find out the communication medium responsible for awareness about the
Videocon MDU facility.
. To know about the awareness of the Videocon MDU facility in pune
SECONDARY OBJECTIVE
. To do Sales and Promotional activities in utsav mela (Exhibition), shivajinagar,
pune of Videocon d2h set top boxes and Canopy activities undertaken in
different areas of pune.
. To generate leads of developers of undergoing residential projects for MDU
facility.

PRODUCTS

MDU

The Multi Dwelling Unit (MDU) is a customized

solution for connecting multiple houses within the
same multi storied building with a single
Antenna/Reflector to receive Direct-to-Home
services .
MDU is a centralized network consisting of multi
switches and amplifiers for distributing the signal
received by one or two Dish antennas.
The Dish Antenna captures the signals and
transmits them through multi switches on to the
individual STBs in the subscriber's flat. The setup is
customized depending on the number of
connections and the connectivity structure of the
building.

DIFFERENCE

FEATURES
Set top box

HD digital set top

HD dvd Recorder

Mosaic (12 PIP) Genre wise

Favourites
Multilingual Channel
Guide
Preview Screen (Full
Guide)
Info Bar
Tickers
Active Services Direct Active (State,
Channel & East)

Unlimited Recording

India's First 1000 GB

Asli "HD" Recorder
(Inbuilt Hard Disk)
Up to 1550 hours of
Recording
Record 2 Channels
Simultaneously
Pause Live TV
Auto Serial Recording
Title / Time Based
Recording
Buffer Memory
Recording (60/90/120

box

India's First Radio

Frequency Remote
(For DTH)
Title/Time Based
Recording
Rewind/Forward (up
to 64x)
Pause Live TV
Mark- Skip- Watch
Auto Serial Recording

SERVQUAL MODEL

The SERVQUAL service quality model was developed by a group of

American authors, 'Parsu' Parasuraman, Valarie Zeithaml and Len
Berry, in 1985. It highlights the main components of high quality
service.
Businesses using SERVQUAL to measure and manage service
quality deploy a questionnaire that measures both the customer
expectations of service quality in terms of these five dimensions,
and their perceptions of the service they receive.
When customer expectations are greater than their perceptions of
received delivery, service quality is deemed low.
In additional to being a measurement model, SERVQUAL is also a
management model. The SERVQUAL authors identified five Gaps
that may cause customers to experience poor service quality i.e.
(RATER).

SERVEQUAL MODEL

SERVICE GAPS
Gap

1: Between consumer expectation

and management perception
Gap 2: Between management perception
and service quality specification
Gap 3: Between service quality
specification and service delivery
Gap 4: Between service delivery and
external communication
Gap 5: Between expected service and
experienced service

FROM END USERS

Part 1

RELIABILITY
Video Quality is reliable?
Strongly Disagree

Disagree

Agree

Strongly Agree

17%

Neither Agree nor disagree

5% 2%

66%

10%

ASSURANCE
Service Providers are good in communicating clearly
Strongly Disagree

Disagree

Agree

Strongly Agree

22%

Neither Agree nor disagree

3%

5%

70%

TANGIBLES
Promotional Offers are communicated Properly?
Strongly Disagree

Disagree

Neither Agree nor disagree

Agree

Strongly Agree

4%

5%
10%

31%

50%

EMPATHY
Having convenient periods and terms for activation and recharge?

Strongly Disagree

Disagree

Neither Agree nor disagree

12%

14%

70%

4%

Agree

Strongly Agree

RESPONSIVENESS
Service providers are always wiling to help you?
Strongly Disagree

Disagree

Agree

Strongly Agree

17%

Neither Agree nor disagree

5%
18%
5%

55%

FROM PROJECT MANAGERS

Part 2

DO YOU KNOW ABOUT MDU

PROVIDED BY VIDEOCON D2H?

No; 23%

Yes; 78%

Q1. WHICH FACTOR DO YOU THINK WHEN YOU

BUY DTH SERVICE?

Good service

Low price

Good Packages

8%

All of the above

25%

28%

23%
18%

Any other factor

HOW DO YOU COME TO KNOW ABOUT MDU

PROVIDED BY VIDEOCON D2H ?

80
72.5
70
60
50
40
27.5

30
20
10
0

Through Advertisement
0

Through friends and relatives Through hoardings

0
/ newspaper

Other medium .

KEY FINDINGS
Service

quality analysis:

Reliability: 66% of people agree that video quality is reliable but 17% strongly disagree with it. 77% of
people agree that audio quality is reliable and 14% strongly agree with it.so company is doing well as far
as quality of video and audio is concerned however they should also neutralize the unhappy customers by
resolving their queries.
2.
Assurance: 70% of people agree 22% strongly agree that service providers are good in communicating
clearly, so company is doing well in giving assurances, they should also neutralize the unhappy customers
by resolving their queries.
3.
Tangibles: From the above pie chart it is clear that 50% of people agree that retail outlets are enough in
numbers and easily accessible whereas 31% strongly agree with it, so company is doing well as far as
tangibles is concerned however they should also neutralize the unhappy customers by resolving their
queries.
4.
Empathy: 70% of people agree that convenient periods and terms are provided for activation and recharge
but 12% strongly disagree with it, so company is doing well however they should also neutralize the
unhappy customers by resolving their queries.
5.
Responsiveness: 55% of people agree that service providers are willing to help them but 17% strongly
disagree with it in addition to that 18% disagree with it. Company is not doing well as far as service
providers response is concerned so they should resolve this issue by taking the customer point of view.
. The Factors influencing the service quality of Videocon d2h: 25% of people agree that good services
are the factor for their buying criteria. Low price is followed by good services at 22% so the company is
delivering its value proposition and USP.
. The communication medium responsible for awareness about the MDU facility: There is no
advertisement of MDU facility and neither there is any investment in hoardings/newspaper.so Company
should do advertisement as well as display hoardings or spread awareness through newspaper. They should
increase increase the word of mouth publicity.
1.

CONT
Awareness about Videocon d2h MDU facility: There is a
communication gap between the service providers and the
customers as 30% of customers are unaware about the MDU
facility.
Customers such as project managers should be lured by giving
them commissions to successfully close the deal which will
benefit greatly to the company.
Sales and promotion: More than 10000 people visit the
exhibition on week days and approximately 15000 on weekends
so there is a good exposure of brand and enhances public
awareness.
Lead generation: Lead generation of more than 200 project
managers in the pune region.it gives the data which can be
subsequently converted into potential customers. Out of 200, 50
were ready to go with the brand so this information has helped
the company greatly.

SUGGESTION
Sr.n Suggestive

Execution

Investme

Projected

themes

Activity

nt

Business

MDU(multi

POA
Through

Rs750000

Dwelling Unit)

Website,

value
Rs1000000
outcome

Advertising

newspapers

Customized

,Make my

NA

Customer

packages

mobile
app
plan should

delightment

be

which will

introduced

help sustain

Leverage the
brand with
MDU facility

for better
Other
customer
products
experience
such as

NA

long-term
Will help
relationship.
sales of solar
cells

solar cells

provided by

of Videocon

the company

can be

CONT..
4

Attract b2b

By offering

Rs100000

market

certain

Rs2400000

percentage
5

Irritating call
reminders

of profit or
Remainder
commission NA

Save the

s should be

companys

send only

money and

through

customers

sms or

wont get

Signal Problems email

MPEG 4

irate.
It will

technology

provide

receivers

uninterrupte

should be
7

Participation in

employed
For

exhibition

promotion

--------500000

d service
and it will
Will help in
meet
branding the
customer

CONT..
7

Participation in

For

500000

Will help in

exhibition

promotion

branding the

participati

product and

on should

ultimately

be frequent

sales.

THANK YOU