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Project report on Videocon D2H

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					                     A PROJECT REPORT

                               ON


     “MARKET RESEARCH FOR VIDEOCON d2h+”
                              FOR

                    “VIDEOCON DTH+”


                         SUBMITTED TO


  PUNE INSTITUE OF BUSINESS MANAGENT (PIBM)

  In partial fulfillment of Post Graduate Program in Business
                      Management (PGPBM)


                              BY

                   DHEERAJ KUMAR MAURYA
                       ROLL NO:-521/08
                       BATCH:-2008-10




IAEER’S
          PUNE INSTITUTE OF BUSINESS MANAGEMENT
                Survey No. - 499, Near Manas Resort,
                    Bhugaon, Tal-Mulshi, Paud,
                 Pune-411042(Maharashtra), India

                                                                1
                                DECLARATION


I, Mr. Dheeraj Kumar Maurya hereby declare that this project report is the record of
authentic work carried out by me during the period from 2nd May 2009 to 31st July 2009
and has not been submitted earlier to any university or institute for the award of any
degree/diploma etc.



Name of the Student: Dheeraj Kumar Maurya

Date: 25th Sep 2009




                                                                                     2
                               Company Letter Head

                                     Certificate


This is to certify that the organizational study project is a bonafide and sincere work of
Mr. /Ms Dheeraj Kumar Maurya is original and has been made under my supervision in
partial fulfillment of requirement for the award of Post Graduate Programme for the
period of 15 to 20 days in the month of October 08. His/her performance during this
period was: Poor/ Satisfactory/ Good/ Excellent).




Mr Sandeep Singh

Company Guide

Date: 25th Sep 2009




                                                                                        3
 IAEER’S
               PUNE INSTITUTE OF BUSINESS MANAGEMENT

                               Institute Letter Head
                                     Certificate

This is to certify that Mr. Dheeraj Kumar Maurya of IAEER’s Pune Institute of Business

Management has successfully completed the project work titled in partial fulfillment of

requirement for the completion of PG course as prescribed by PIBM. This project report is the

record of authentic work carried out by him during the period from 1thMay to 30thJune.in

which he has worked under my guidance.




Project Guide:                                          Director Academics/Dean:

Prof.                                                      Mr. Jagdish khandelkar



Date:
Place:Pune




                                                                                           4
                           ACKNOWLEDGEMENT
In this project report I have made an honest and dedicated attempt to make the research
material as authentic as it could. And I earnestly hope that it provides useful and
workable information and knowledge to any person reading it.

  During this small time frame of two months in which the project reached its
completion, there were a few people whom I would like to make a mention of and
without whose help the project would have never seen the light of day.

I also thanks to my internal guide Prof. Ashok Chaudhary for his timely response via e-
mail & personal meeting, which immensely helped in giving the project the initial
direction it needed.

   I would like to thanks my external guide Mr. Sandeep Singh (Circle Head) and Mr
Viraj Vinayak hardas (Area Sales Maneger) who gave me a free hand as far as going
about the project work concerned.

   I dedicate this project to Dealer‟s of Pune District who were extremely kind and who
at times went out of the way to help me. Without their co-operation it would have
perhaps not been possible to research a few places, which I did, within the stipulated
time frame.



Dheeraj Kumar Maurya

PGPBM+MBA (Marketing & IT)

2008-2010




                                                                                     5
                            EXECUTIVE SUMMERY
First and fore most, I would like to thanks “VIDEOCON DTH+” for giving me an
opportunity to undertake the project “MARKET ANALYSIS FOR VIDEOCON
d2h+”.

I was given the task for market analysis in which I had to visit dealers, distributors and
tell then about new introducing product by VIDEOCON DTH+. The offered products
are „IDTV, IDVD, IHT & DTH ITSELF‟.

As a management trainee my work was also to note down the problems, if that dealer is
selling Videocon company product. My main work was to promote /pitch the features
& facilities provide in to the products and convince them for sale the VIDEOCON
DTH+ product.

The uphill task was to find out the potential dealers who have interest for selling the
VIDEOCON DTH+ products as well as support for increase the selling. So that
company assume them for selling the DTH or as a future prospect for selling the DTH.

The company Videocon DTH+ is doing aggressive marketing research /analysis at the
launch timing so that they can get good response and business because more market
analysis give more accurate and quantitative result by which company take effective
decision for making the profitable business with satisfied customer.

The most interesting part in any summer internship, for a learner is, the application of
concepts, he has learned. Apart from being an interesting things, it is also the key
phenomena around which summer internship resolves. It also gives, a taste of pressure
,the marketing manager has due to limitation of resources, especially financial in nature
.The only things which market research does not give an in-depth knowledge about is
Sales. Although selling skill is considered to be one of the prerequisite of a marketing
professional. Market Research does not give the taste of a hand core sales job. Thus it
can be very well said that, Market Research could be very good topic for Summer
Internship of a student.

In order to get the best of both, I decided to do project (Pan Pune) on Market Research
in Videocon DTH+ company.




                                                                                        6
S.No.                           Topic                          Page no.

 1.     Introduction-                                           8-17

                       -Company Vision Mission

                       -Company Profile

                       -Business Profile

                       -Department Hierarchy

 2.     About BBC                                                18

        About DTH                                                19

 3.     DTH Industry Profile                                    20-23

 4.     About Videocon DTH                                      24-26

 5.     Project Objective & Scope-                              27-28

                      -Primary Objective

                      -Secondary Objective



 6.     Research Methodology                                    29-30

 7.     Observations & findings-                                31-55

                      -Sales of TV,DVD,HT,DTH

                      (table & graphic representation)

                      -Competitor Packages & tariff Analysis

 8.     Limitations                                              56

 9.     Conclusions                                              57

 10.    Suggestions                                              59

 11     Bibliography                                             61




                                                                          7
                       INTRODUCTION
COMPANY PROFILE:

                VIDEOCON INDUSTRIES




     Type       Private Conglomerate

    Genre       Conglomerate

   Founded      1979

  Founder(s)    Mr. Nandlal Madhavlal Dhoot

 Headquarters   Aurangabad, Maharashtra, India

  Area served   Consumer Electronics
                Home Appliances
                Components
                Office Automation
                Internet
                Petroleum
                Power
                Dth

   Industry     Consumer Durables, Oil and Gas etc.

   Revenue      ▲ U$4.1 billion

  Net income    ▲ U$276 million

    Owner       Mr. Venugopal Dhoot (Ceo&MD)

   Website      http://www.videoconworld.com




                                                      8
                  COMPNY’S VISION & MISSION



VISION:
     Videocon is committed to bring happiness in every home around the world by offering
      high quality products that ease and enrich human life.

     To be a USD 15Bn Group by 2013
     Road Map:
          o By Diversifying into New Areas such as
                  SEZ‟s
                  Solar power
                  Real Estate
                  Telecom & Mobile Services
                  Retail
                  IT Services
                  Semi-Conductors
                  Hospitality
                  Flat Panel Displays (LCD, PDP, PND etc.)




MISSION:
  •   A Reflection of Continuity & Change.
  •   To Delight and Deliver beyond Expectation through:
         – Ingenious Strategy.
         – Intrepid Entrepreneurship.
         – Improved Technology.
         – Innovative Products.
         – Insightful Marketing.
         – Inspired Thinking About the Future.



VISION & MISSION:
  •   To be the most preferred “at home” entertainment service by :
         – Offering a better customer experience in installation & customer care.
         – Offering better customer premise equipment.
         – Better packaged & delivered content.




                                                                                       9
LOGO LOGIC:
  •   The two „E‟s on either side represent the Group‟s Wide Spectrum of interests ranging
      from „Electronics to Energy‟.
  •   It reiterates the Ethos of a Company Dedicated to Maintaining the Highest International
      Standards of Excellence through Quality, Technology and Innovation.
  •   It asserts its Passion for Global Impact
  •   The Steely glint, Communicates the Group's Global Ambition, its Strength, Sterling
      Credentials and Innovative Drive
  •   The Logo recapitulates Our Principle of Reaching Out and Touching the Lives of
      Millions of People, Worldwide.




                                                                                           10
HISTORY:
Videocon is an industrial conglomerate with interest all over the world and based in
India. The group has 17 manufacturing sites in India and pants in Chnina, Poland, Itly &
Maxico.

It is an Indian multinational with interests in consumer electronics, home appliances,
colour picture tube glass, and oil & gas.
Actualy Videocon began its tryst with destiny in 1979 from a conference room-sized
assembly line. But, it was founded in 1987 by Late Nandlal Madhavlal Dhoot. He
completed his education in Ahmednagar and Pune. He was a successful sugarcane and
cotton cultivator. As a next logical step to vertical integration, He boldly took upon an
entrepreneurial venture by importing machinery from Europe to set up the
Gangapur,Sakhar,karkhana (sugar mill) in 1955.those were days when the village did
not even have electricity. He thus unleashed a mini industrial revolution.
At that time it used to manufacture TV and washing machine. In 1989-90, Videocon
started manufacturing home entertainment systems, electric motors & ac. Videocon
entered refrigerators and coolers segment in 1991. In 1995, Videocon started
manufacturing glass shells for crt and in 1996 it ventured into kitchen appliances and
crude oil segment. In 1998, Videocon started manufacturing compressors & compressor
motors. In the year 2000, Videocon tookover Philips color TV plant. In 2005, Videocon
tookover 3 plants of electrolux India and acquired.

Currently, it start to manufature rotary compressor-based air conditioner, which new
technology in Indiaunder Videocon logo. Videocon is all set to enter the dth, hospitality,
telecom, SEZs and real estate industries.
Videocon has launched green-field power generation projects which will collectively
produce 15,000 mw of electricity. Planet m is owned by Videocon through its retail
arm, next.




                                                                                       11
  1987      Color & BW TV WASHING MACHINE


1989-1990   HOME ENTERTAINMENT SYSTEM,

            ELECTRONIC MOTER , AIR CONDITION

1991        REFRIGERATORS,COOLER.



1995        GLASS SHELLS FOR CRT.



1996        KITCHEN APPLIANCES, CRUDE OIL.




1998        COMRESSER , COMPRESSER MOTERS.



2000        PHILIPS COLOUR TV PLANT TAKE OVER.



2005        ELECTROLUX INDIA 3-PLANT TAKEOVER, THOMSON
                         CPT ACQUISITION.

            1998
2008-2009   DTH SERVISE, POWER GENERATION PROJECT,
            COMRESSER , COMPRESSER MOTERS. STAT SECTOR.
            HOSPITALITY, TELECOM, SEZ, REAL
            2000

            PHILIPS COLOUR TV PLANT TAKE OVER.



            2005

             ELECTROLUX INDIA 3-PLANT TAKEOVER, THOMSON
                           CPT ACQUISITION.
                                                          12
BUSINESS PROFILE :



   A) CONSUMER ELECTRONICS & HOME APPLIANCES:
     Videocon enjoys leadership position in consumer products like Colour Televisions,
Washing Machines, Air Conditioners, Refrigerators, Microwave ovens and numerous
other home appliances. Videocon's refrigerator manufacturing enjoys synergy with its
inhouse compressor manufacturing technology in Bangalore.

Consumer electronics (CE) goods include FPDs with plasma and LCD screens, flat,
slim and conventional CTVs, DVD players and multimedia speakers. The company‟s
products have prominent distinguishing marks such as a 10,000: 1 super contrast ratio,
1000W peak music power output (PMPO) sound and 80GB in-built hard disks in the
LCD segment. The flat CTVs have unique features like twin bazoomba woofers with
sound output up to 2500W PMPO, SVMC technology, DDPI technology and seven-
band graphic equalizers. The DVD players have technologically advanced features like
progressive scan, MPEG4 compatibility, USB Port, Dolby Digital AC-3 and 5.1
channel output. Multimedia speakers are available with sound output up to 4000W
PMPO, individual channel volume control and 5.1 channel amplifiers. In the home
appliances category Videocon offers side-by-side, frost-free and direct cool refrigerators
with germ-free technology powered by energy efficient compressors. The company‟s
fully- and semi-automatic washing machines sell as topand front loading models.
Promoted under the Konserv sub-brand this range has key unique selling propositions
like digital Sensi Logic, germfree, rust-free and multiple water selection levels. The
semi-automatic range features triway-turbowash, multi-pulsator and pulgitator
technologies. Videocon microwave ovens are equipped with insta-menu drives, multiple
power levels, Xpress cooking and active defrost devices. Airconditioners include the
entire range between 0.8 TR and 2 TR capacities in window and split models. The
cassette and tower AC segment delivers products between 2 TR and 4 TR.


B). DISPLAY INDUSTRY AND ITS COMPONENTS:
 After the acquisition of Thomson in 2005, Videocon has emerged as one of the largest
Colour Picture tube manufacturers in the world. It has plants in Mexico, Italy, Poland
and China and manufactures a range of high-tech products such as slim CPT, extra slim
CPT and High Definition 16:9 format CPT.




                                                                                       13
C).COLOUR PICTURE TUBE GLASS:
Videocon is one of the largest CPT Glass manufacturers in the world. It has plants in
Poland and India. Videocon's CPT Glass manufacturing complements its Colour Picture
tube manufacturing business.

D).OIL AND GAS:
Videocon Group has interests in oil & gas exploration, prospecting and intends to get
into gas distribution. It produces 7% of all oil in the private sector in India. Videocon's
Ravva oil field has one of the lowest operating costs in the world and it produces 50,000
barrels of oil per day. India‟s largest crude oil extraction venture in the private sector.
With one of the lowest operating costs in the world and proven reserves of over 250
million barrels under its control, Videocon has ambitious global plans for expansion in
the energy vertical Videocon is also actively looking for exploration and production
opportunities in countries like Oman, Australia and the Timor Sea near Indonesia.



NEW FUNCTIONAL AREA:
      DTH service.

      Power Generation Project.

      Hospitality.

       SEZ.

      Real Estate.




                                                                                        14
PRODUCT PORTFOLIO:




                     15
MAJOR ACHIEVEMENTS OF VIDEOCON INDUSTRIES LTD:

     The largest panel production facility in the world under one roof providing very
      high economies of scale.
     One of the world's largest and most respected CRT glass manufacturers.
     Firing the largest furnace of its kind in the world with a tank size of 3300 sq ft.
     One of the few companies in the world to convert sand to TV.
     One of the largest and most acknowledged CPT manufacturer in the world.
     Manufactured India's first rust-free Washing Machine.


NEWLY ACHIEVEMENTS :


      The Group today is a Rs. 16,000 crore (US$ 4billion) international
      conglomerate continuing to expand its global footprint. Recognition for this
      brand has come in liberal doses. Videocon was accorded the status of India‟s
      Most Trusted Brand in Consumer Durables by Brand Equity in 2005 and 2007.
      A separate study conducted by ACNielsen across the country stands testimony
      to the organisation‟s commitment to provide quality products and services to
      discerning consumers, while another independent study carried out by CNBC
      and ORG-MARG awarded the status of the Best Washing Machine brand to
      Videocon. Videocon is the first company in India to implement my SAP ERP
      version 2004 in record time and is a ramp-up partner to SAP AG Germany. The
      company also bagged the SAP ACE Award, twice in a row, for Best Consumer
      Sector Implementation and Excellence in Implementation of SAP Modules.




                                                                                       16
DEPARTMENT HIERARCHY:




                        17
 A VIDEOCON ENTERPRISE GROUP

BHARAT BUSINESS CHANNEL LIMITED




           DIRECT HAI

              CORRECT HAI




                                  18
ABOUT BBC:

BBCL is a new and separate company that has been floated for this purpose by the
Videocon promoters. D2H+ is the brand name under which the service will be offered.
We have already budgeted an investment of Rs 10 billion in this venture over the next
two years.

DTH in India, with players like Dish TV, Tata Sky, Reliance ADAG and Bharti, will be
a low ARPU (average revenue per user), high volume game

It established for expand the DTH market and distribution network which will provide
the pipeline for mop up to one million subscribers in the first year.

It also launching Mobile Handsets in India under the banner of BBCL (Bharat
Business Channel Limited) with brand name of Videocon with DTH service. DTH
stands for Direct To Home which is a direct mode of transmission between
“Broadcaster” and “Subscriber” through satellite.




                                                                                  19
DTH :

DTH stand for direct-to-home television. DTH is defined as the reception of satellite
programmes with a personal dish in an individual home. DTH does away with the need
for the local cable operators can receive satellite programmes and they then distribute
them

HOW DOES IT WORKS :

A DTH network consists of a broadcasting centre, satellites, encoders, multiplexers,
modulators and DTH receivers.

A DTH service provider has to lease ku-band transponders from the satellite. The
encoder converts the audio, video and data signals. At the user end, there will be a small
dish.




                                                                                       20
ABOUT DTH INDUSTRY:
In earlier days there was only one TV channel in India the “Doordarshan” channel
Doordarshon was owned and operate by government of India. In those era every home
which had a Tv set used to have its own antenna to capture the signals. The cable
television ordinance law was passed in January 1995. This enabled cable operators to
feed channels and later on private companies were allowed to air their own channels
and this led to the explosive growth in number of tv channels and number of cable
operators. The growth of Tv channels & cable operators created a big industry and
market opportunities.

Until few years back there were as many as 1.0 Lakh cable operators across India.
however the services provided by cable operators were poor. The strikes, increase in
tariff plan, selective broadcast and poor services were major cause of dissatisfaction
among the the customers. This has created an opportunity for DTH, which serves an
immediate threat to the high-end cable networks.

There is an immense opportunity for DTH in India an market. The opportunity in India
almost 11 times that in developed countries like the US an Europe. For every channel
there is a scope for broadcasting it in at least ten different languages. So every channel
multiplied by ten, that is the kind of scope for DTH in the country.



CURRENT PLAYERS:
The current players in DTH industry are –
  1. DD-direct + of Prasar Bharti, comprising of 33 fta channels and 12 all India
      Radio channels.

   2. Dish TV of zee group.

   3. Tata Sky- the joint venture between Tata and Rupert Murdoch‟s sky TV.

A recently survey done using the Television Audience Measurement (TAM) puts DD-
Direct+ with 3.5 million homes and Tata sky capturing 1.0 million homes.

The following companies have either the liecence/latter of intent or applied for the
license to operate DTH services-

       1. Sun direct of sun network.

       2. Reliance blue magic from Reliance ADAG.

       3. Bharti Telemedia.

                                                                                       21
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 profites.

                     Each industry oligopolist is aware of the actions of the others



ADVANTAGE FOR VIDEOCON:
   •   Access to 85% of 40,000 retail points in CE space (Note: 80% of DTH has been
       sold through this channel).
   •   Access to the Next & Planet M network (will pro actively ensure proper display
       and communication as desired by our DTH service in the market).
   •   Widest After Sales Service network in the CE space, 5 million consumer
       contacts every year.
   •   Best positioned to leverage rapidly growing LCD TV sales.
   •   Strong relations with content companies as group spends 40 Million USD on.
       media add spend and amongst top advertisers in the country every year.
   •   Only CE player in DTH space-
           – Leverage ecosystem.
           – Unique insight into how consumers use CE products.
           – Over 30 million products sold in the last five years.
   •   Experience zone in all Next, Planet M and other key retailers.
   •   IDTV (TV bundled with DTH hardware)
           – No Xtra Cost.
           – Unified remote.
           – Better form factor and simple product to understand especially for the
               larger part of the market.


                                                                                        22
SCOPE:

           1. In term of purchasing power parity (ppp), India is the 4th largest economy
              in the world and overtake Japan in the near future become the 3rd largest.

           2. India‟s consumer durable market is expected to reach $400-$500 billion
              by on 2010.

           3. India has the youngest population amongst the major countries. There are
              lot of people in the different income categories nearly the two third
              population is bellow the age of 35 and nearly 55% is bellow 25 years.

           4. There are 60 million people in middle class, who are earning us $ 4,400-
              $21,800 a year. And there are 6 million rich house hold in India.

           5.    the upper-middle and high –income household in urban areas are
                expected to grew to 40.2 million in 2008 as against 14.6 million in 2000.



OPPORTUNITY:

           1. In India the penetration level of white goods is lower as compared to
              other developing countries

           2. Unexploited rural market.

           3. Rapid urbanization.

           4. Increase in income level, i.e. increase in purchasing power of consumers.

           5. Easy availability of finance.



Threats:

           1. Higher import duties on raw materials.

           2. Cheap imports from Singapore, China and other Asian countries.




                                                                                      23
ABOUT VIDEOCON DTH:

Videocon started its journey twenty five years back with determination, sheer grit and
passion; they have traversed through various market conditions and have established an
Indian multinational with an asset base of five billion USD. They are, today a world
class leader in Consumer Electronics and Home Appliances. Their other enterprises
include Oil and Gas which is part of VIL, Power and Solar Energy, Telecom,
Hospitality, Infrastructure Development, Retail and now Direct –To- Home. Bharat
Business Channel, a Videocon group enterprise is offering DTH services under brand
name Videocon d2h. Videocon is coming with their Direct to Home venture D2H with
tag line of “Direct hai Correct Hai”. The slogan is quite meaningful at the first look as
due to the features and a convenient price, it may soon gain a lot of popularity.

Direct To Home industry is showing good growth in last few months and two new
records set by Dishtv added 4, 31,253 new customers in Oct‟ 08 and newly launched
Reliance BIG TV added 5, 00,000 in first 50 days of operation and industry experts now
waiting results of Bharti Airtel’s Direct To Home venture Digital TV and upcoming
service provider Videocon who is coming with D2H.

Videocon d2h brings you India‟s 1st real satellite television, via state of art satellites,
which means you no longer have to tolerate all the hassles associated with Cable TV.
No more frustrating disconnections right in the middle of an intense game. And whether
anyone watching a Hollywood thriller or a desi block buster, Videocon d2h results in a”
The End” to all the unnecessary interruptions. Their interactive Direct to Home Services
will be available through Satellite LCD, Satellite TV, Satellite DVD as well as a Set
Top Box (STB).

Videocon is about to give some serious competition to the existing DTH providers in
terms of price as they are planning to give away their Set Top Boxes in less than a
thousand bucks making it the cheapest rate so far for any brand. The reason behind this
could be that Videocon is perhaps getting their STBs manufactured in the country itself
rather than importing them. Also Videocon will be competing with DishTV, Tata sky,
Sun Direct, DD Direct, BigTV, Airtel Digital TV.

Videocon d2h will provide unique active services, multi lingual user interface, more
movies on demand channels, radio channels, cross genre tickers and many more value
added services. Along with that Videocon's D2H is supposed to give more than 240 plus
channels and a number of radio channels also. They are also even planning to provide
internet subscription to the subscribers through it.

Videocon Industries Ltd is targeting 1.5 million subscribers for its direct-to-home
(DTH) service, riding on its large meshwork of consumer contrivance dealers, its top
authorized said.Videocon officials said the consort is targeting consumers who purchase
the TV with a design rated DTH STB. To be called D2H+, the new assist promises a
new-age satellite TV platform that module attain use of subverter technology.


                                                                                        24
With over 1,050 distributors and 75,000 retailers, Videocon is ensuring a strong sales
network and has been recruiting sales and assist body through its media arm, Bharat
Business Channel. Company officials said that the technology for STBs has been
imported from peninsula or China and later collective at the company's Aurangabad
plant. Gradually, D2H+ will also be manufactured from other plants of Videocon.

The group, made an announcement of Rs 1,000 crore for the DTH venture earlier, made
a soft launch of its Videocon D2H' services in Macau in front of its 2,500 dealers, who
where specially flown in there.




WHAT D2H+ LOGO SYMBOLIZE:




    The logo d2h+ denotes that we are committed to provide Direct TO Home
     services with few add ons.
    The smiley represents 100% fun for the entire family.
    The bubble in the logo represents energy and a state of unending flux. In the
     other words, a brand that constantly active and ahead of its time.
    The additional bubble with the “+” sign suggests that the brand will always have
     something more to offer than the competitors in the market.




                                                                                    25
PRODUCTS OF VIDEOCON D2H:
SATELLITE TV:




SATELLITE DVD:




                            26
OBJECTIVE OF PROJECT :


PRIMARY OBJECTIVE:

   Collect as much as possible information about DTH market and collect the for

     Analysis. And find out the potential sale of following product-

       -   CTV (color TV & LCD).

       -   DVD player.

       -   Home Theatre.

       -   STB.



SECONDARY OBJECTIVE



   Optimum use of that opportunity. Know how market working and what strategy

     adopted before lunching new product in market.

   To obtain company related inform from internet, magazines, TV. and
    newspapers.



   To analyze all the data and provide learning‟s, conclusions and
    recommendation.




                                                                                   27
                  AREA SPECIFIC – BUDHWAR PETH

                     TIME DURATIONS - 2 MONTHS

MY JOB INCLUDE WHILE VISITING THE SHOPS:
 1. Calculate the display share of the Videocon product in every shop which comes
    under the Pune region where I did survey.

 2. Collect the data of actual monthly sale of the Videocon product in every shop.

 3. Find out the problems that dealers are facing while selling the Videocon product.

 4. Find out the costumer response for the Videocon product by asking the owner of
    the shop.

 5. Find out the distributor name from whom they purchasing their product and also
    weather they have direct dealership and which brand.

 6. Check that demo calls are attended or not.



SCOPE OF PROJECT:
This project gives me great exposure to the consumer durable market because it
includes product knowledge and the filed job in which I have visited the store comes
under the region of Pune. This project helps me to know the market practically. My job
was during this project to the market share and also the display share of Vediocon
product in the store. Vediocon always insist the 55% display share of Videocon product
because of availability of product.




                                                                                     28
                            RESEARCH METHODOLOGY



1. PRIMARY RESEARCH:

  A Primary Research was conducted:

             Different groups were made.
             All the different groups were given different areas.
             Everyone did surveys at their given assigned areas.
             Firstly we surveyed at retail shops and gathered information regarding all the
              different DTH services.
             Then we went to different societies and asked people about their favorite
              channels, programs and charges.
             The questionnaire was prepared for the companies and following areas covered


2. SECONDARY RESEARCH:

               Data was collected from websites and catalogues to understand the product
                of the different players.

               Sources used for secondery data collection are company web site , DTH web
                site etc.

3. DATA COLLECTION:
         We were given forms having different questions.
         We asked these questions and came to know about people‟s different choices of
          DTH, it‟s channels, charges and services.
          20% people were interested in Videocon DTH and rest 80% people were happy
          & satisfied.




                                                                                         29
4. ANALYSIS OF DATA:
     Which service has more market share – DTH or cable?
     What are the facilities provided by the cable operators and the present DTH
      service providers?
     Which are the 3 favorite channels commonly seen in every family?
     At last but not the least to know who the real are and the biggest competitors of
      Videocon D2H+ in specific areas?
     What is the minimum rental, which customer has to pay to enjoy the service to
      cable operators & to present D2H service providers also?
     What are the addresses and contact numbers and whether they are using DTH
      services or cable?
     As the market is rigid so customers are not ready to easily adopt the DTH
      service, as most of them are satisfied with the service provided by cable
      operators.
     What actually they want from DTH services i.e. maintenance and fast services in
      which DISH TV is lacking and TATA SKY is leading?




                                                                                    30
               OBSERVATONS AND FINDNG

SPECIFIC AREA:-BUDHWAR PETH

TOTAL SALES TV BRAND WISE:

 LG    SAMSUNG   SONY   VIDEOCON   SANSUI   OTHERS   TOTAL


 237     265      15      478       136      264     1395




                                                             31
TOTAL SALES OF LCD BRAND WISE:



LG SAMSUNG SONY VIDEOCON SANSUI OTHERS TOTAL
 20             43   17    63     12    0        1259




                            48%
           2%                               LG
      6%
                                            SAMSUNG
                                            SONY
                                  14%
      4%             26%                    VIDEOCON
                                            SANSUI
                                            OTHERS




                                                        32
DVD SALES BRAND WISE:



LG SAMSUNG SONY VEDICON SANSUI OTHERS TOTAL
 45        50          5   235     95            495   925




                SONY
      SAMSUNG
      LG                                  VIDEOCON




            OTHERS
                                 SANSUI




                                                             33
TOTAL SALES OF DVD IN PETH AREA BRAND WISE:



BRAND                               TOTAL
LG                                   517
SAMSUNG                              635
SONY                                  77
VIDEOCON                             751
SANSUI                               234
OTHERS                               1790
TOTAL                                4006




  1800
  1600
  1400                                        LG
  1200                                        SAMSUNG
  1000                                        SONY

   800                                        VIDEOCON

   600                                        SANSUI
                                              OTHERS
   400
   200
     0
                    TOTAL




                                                        34
TOTAL SALES OF HOME THEATRE BRAND WISE:



LG SAMSUNG SONY VIDEOCON SANSUI OTHERS TOTAL
64   68      20    108       70     185   516




                                                35
SALES OF DTH BRAD WISE:



DISH TV   TATA   AIRTEL   SUNDIREC   RELIANCE   FREETO   TOTAL
          SKY                T                   AIR
  35      406      35        23         31        88      937




                                                          36
TOTAL SALES OF DTH IN PETH AREA:



DISH TV   TATA    AIRTEL    SUN     RELIANCE   FTA   TOTAL
           SKY             DIRECT
   996     1400    284      214       576      157    3627




                                                     37
CONSUMER SURVEY ANALYSIS FOR BRAND USING :



CATEGORY LG     SAMSUNG   SONY   VIDEOCON   SASUI       OTHERS      USER
   HT      4       3       2        9         5           12         35
   TV      10      3       5        15        7           15         55
   LCD     4       3       1        5         2           0          15
   DVD     5       2       2        15        6           20         50
  TOTAL    23     11       10       44       20           47        155




                       PRODUCT WISE


                 10%



                                                  CABLE
     37%                             53%          DTH
                                                  NO CABLE NO DTH




                                                               38
CONSUMER SURVEY REPORT FOR DVD:




                            CATEGORY QUANTITY

                              CABLE        6

                                  DTH      2

                             NO CABLE      2
                              NO DTH
                              TOTAL        10




                              BRAND     QUANTITY


                              DISH TV      1



                              TATASKY      1




                                                39
TOTAL SALES OF DTH IN PETH AREA:

A.

CATEGORY                     QUANTITY
CABLE                              80
DTH                                55
NO CABLE NO DTH                    15
TOTAL                              150




     80
     70
     60
     50
     40                             CABLE

     30                             DTH

     20                             NO CABLE NO DTH

     10
          0

              QUANTITY




                                                      40
B.

BRAND      QUANTITY
TATA SKY      27
DISH TV       12
AIRTEL        14
BIG TV        1
FTA           2




                      41
REASONS FOR OPTING CABLE CABLE SERVICES:

Reasons from customer                      No.

Not interested in DTH                       7
Satisfy with cable                         10

Using cable from before                    12
Response from TATA SKY                      6
No more use                                13
Cable vender is relative                    6
No use                                     15

More channel                                3
Not interested due children                20
Easily availability                        16
Uncertain problem in DTH                   15
Less rate of cable                          9

High rate of cable                         25
Signal problem in DTH                      10




                                                42
43
REASONS FOR OPTING DTH SERVICES:

Reasons from customers             No.
Clarity                            14
Digital signal                      8
Personnel connection               17
More Facilities                    20
Digital sound                       5
Program on demand                  30
Student perspective                12
More families                      10
No light problem from center       25




                                         44
45
REASONS FOR OPTING VIDEOCON DTH SERVICE :

     Manufactured in Videocon factories.

     Videocon d2h Satellite Telivision.

     MPEG4 and DVD-S2.

     Single Rmote.

     Multi lingual User Interface (EPG).

     Active Services.

     Movie on demand.

     Mosaic.

     Customizable Info Bar.

     Preview Screen.

     Favorites.

     Radio Facility.

     Channel Lock.

     Parental Control.

     Reminder.

     Exciting offers & strong regional content.

     Channel hide.

     Context Sensitive help.

     Weather watch.



                                                   46
     Easy Recharge.

     Genre Jump.

     Own Service Centers




COMPETITORPACKS ANALYSIS:

A. TATA SKY:

  1- ANNUAL MEGA PACK:

  •   RS 5000 PER ANNUAL.

  •   152 CHANNEL + SHOW CASE MOVIES.

        -ANNUAL MEGA PACK INCLUDE-

               - SOUTH JUMBO PACK+.

               - EDUCATION GOLD PACK+.

               - LIFE STYLE GOLD PACK+.

               - SPORT PLATINUM PACK+.

               -SPORT GOLD PACK+.

               - 12 SHOW CASE MOVIES.




                                          47
2-TATA CHANNEL PACKEGES:

PACKEGES                     CHANNELES        PRICES(Rs)
TATA SKY SUPER PACK            55 CHANNEL        125/MONTHS
TATA SKY SOUTH STARTER         72 CHANNEL        125/MONTHS
PACK
TATA SKY FAMILLY PACK          94 CHANNEL        215/MONTHS
TATA SKY SUPER SEVER PACK     117CHANNEL+6       274/MONTHS
                                 SERVICE
                                CHANNEL
TATA SKY SOUTH VALUE PACK      106 CHANNEL       260/MONTHS
TATA SKY SOUTH JAMBO PACK      130 CHANNEL       310/MONTHS




3-TATA SKY ADD-ON PACKEGE/TATASKY TOP-UP:

PACKEGES                 CHANNELES           PRICES(Rs)
EDUCATION GOLD PACK      4-CHNNELS           Rs 30 /MONTHS or
                                             Rs 300/MONTHS
LIFE STYLE GOLD PACK     14-CHNNELS          Rs 45 /MONTHS or
                                             Rs 450/MONTHS
SPORT GOLD PACK          2-CHANELS           Rs 40 /MONTHS
SUPORTs PLATINUM PACK    3-CHANNELS          Rs 65/MONTHS
ESPN & STAR SPORT PACK   2-CHANNELS          Rs 40/MONTHS
SPORT BONANGA            6-CHANNELS          Rs 1350/ANNUM




                                                                48
B. AIRTEL:

1. TOPUP:

TOP UP            CHANNELS   PRICE (Rs)
SOUTH PLUS              31     Rs. 70/-
HINDI PLUS              6      Rs. 45/-
MUSIC                   3      Rs. 25/-
ZEE SPORT               1     Rs. 15/-
ZEE MARATHI             1      Rs. 10/-
ZEE TALKIES             1      Rs. 10/-
ZEE GUJRATI             1      Rs.10/-
ESPN PLUS               4      Rs. 45/-
NEO PLUS                3      Rs. 30/-
TEN SPORTS              1      Rs. 15/-
SPORTS TREAT            8      Rs. 99/-
HINDI NEWS              3      Rs. 15/-
COLOURS                 1      Rs. 20/-
KIDS PLUS               2     Rs. 20/-
LIFE STYLE PLUS         3      Rs. 20/-
ENGLISH NEWS            5      Rs. 35/-
CINE PLUS               4      Rs.35/-




                                          49
2. AIRTEL PACKEGES:

PACKAGES                CHANNELS               PRICE (Rs)
SUPER VALUE PACK        81+1 REGIONAL            Rs. 99/-
                        CHANNEL
Ultra VALUE PACK        SUPER VALUE PACK+2       Rs. 185/-
                        CHANNELS
MEGA PACK               Ultra VALUE PACK+13      Rs. 235/-
                        CHANNELS
MEGA PLUS               MEGA PACK+12             Rs. 325/-
                        CHANNELS




2. SPECIAL TERIFF OFFER:

OFFER                                    ONETIME COST
3-MONTHS    SUPER   VALUE    PACK+FREE         Rs.1750
INSTALLATION
2-MONTHSMEGAPACK+ESPN+FREE                     Rs.2000
INSTALLATION.
3-MONTHS        ULTRA        PACK+FREE         Rs.2500
INSTALLATION
12-MONTHS   SUPER   VALUE    PACK+FREE         Rs.2600
INSTALLATION
6-MONTHS        ULTRA        PACK+FREE         Rs.3500
INSTALLATION




                                                             50
C: DISH TV:

1. SET OF BOX:

          INSTALLATION CHARGE-Rs 200/-

          COMBO PACK-

                 SET OF BOX +3-MONTHS PLATINUM PACK

                         Rs 2090/-

  1. OLD PACKEGES:

PAKEGE                CHANNELS            PRICE(Rs)
FREEDOM PACK             98 CHANNELS            Rs 150/-
FREEDOM        PLUS      103 CHANNELS          Rs. 200/-
PACK
WELCOME PACK             128 CHANNELS          Rs. 300/-
MAXI PACK                157CHANNELS           Rs. 350/-




  2. NEW PACKEGE:

PACK                   CHANNELS            PRICE
                                           (Rs/MONTHS)
SILVER PACK               135-CHANNELS         Rs. 113/- + TAX
GOLD PACK                 155-CHANNELS         Rs.190/- + TAX
PLATINUM PACK             185-CHANNELS         Rs. 283/- + TAX
TITANIUM PACK             188-CHANNELS         Rs. 361/- + TAX




                                                                 51
D. BIG TV:

1. BIG TV STARTER PACK:

STARTE PACK          CHANNELS              PRICE (Rs)
BIG TV STARTER 1         56 CHANNELS          Rs. 100
BIG TV STARTER 2         73 CHANNELS          Rs. 150
BIG TV STARTER 3         88 CHANNELS          Rs. 175
BIGTV SOUTH              97 CHANNELS          Rs. 175
STARTER




2. PACKEGES:

PACKEGE              CHANNELS          PRICE(Rs)
BE     NGLA-ORIYA         4                 Rs. 30
PLUS
GUJRATI-RAJSTHANI         3                 Rs. 30
PLUS
LANNAR PLUS               2                 Rs. 30
MALYALAM PLUS             2                 Rs. 30
TELGU PLUS                4                 Rs 30
MARATHI PLUS              3                 Rs. 30
HINDI-PUNJABI PLUS        5                 Rs. 30
TAMIL PLUS                2                 Rs. 30




                                                        52
3. TOP-UP PACKS:

PACKEGES           CHANNELS      PRICE(Rs.)
NEWS PLUS          3 -CHANNELS      Rs.25
ENGLISH MOVIE      3 -CHANNELS      Rs.25
HINDI MOVIE PLUS   3-CHANNELS       Rs.25
KID PLUS           3 -CHANNELS      Rs.25
SPORT-1 PLUS       2-CHANNELS       Rs.40
SPORTS-2 PLUS      2-CHANNELS       Rs.40
ELITE PLUS         3 -CHANNELS      Rs.25
SOUTH PLUS         15-CHANNELS      Rs.50
NEWS NDTV PLUS     2-CHANNELS       Rs.25
ENTERTAINMENT      4-CHANNELS       Rs.40
NDTV PLUS



4. UNI PLUS:

CHANNELS                          PRICE(Rs)
STAR CRICKET                       Rs. 25
ZEE TV                             Rs. 25
TEN SPORTS                         Rs. 25
STAR CRICKET                       Rs. 50




                                              53
E. VIDEOCON:



FEATURES IN DTH THAT ATTRACTS THE CUSTOMER:




                                              54
SERVICES:

ACTIVE SERVICES :



                    Get a 24 X 7 darshan of various multi
                    religious places. It provides novel
                    features like maps & allows you to
                    perform an interactive / online aarti on
                    auspicious occasions.


                    Get your favourite recipes at the press of
                    a button with Active Cooking. It features
                    easy to cook recipes from master chefs
                    across the country along with handy
                    kitchen tips.




                    Receive various secrets on Active Fitness
                    & Yoga.




                    Get insights on exotic travel locations &
                    make your travel plans with ticketing,
                    accommodation;




                                                               55
                                 LIMITATIONS

According to us there were so many limitations during project which were great hurdle
in the competition of project-

   1- First limitation was that we were in first trimester so we were not
    equipped properly.

   2- Time limitation was also there.
   3- We were not familiar to PUNE.
   4- Traveling was problem and due to Common Wealth Youth Games it          became
      more inconvenient.
   5- The people were not entertaining well.
   6- Many people unknown about VIDEOCON D2H+.
   7- Language was a great problem.




                                                                                    56
                                   CONCLUSION
The price war has intensified in the direct-to-home (DTH) broadcasting space as the
number of players has increased. The first DTH player in the country, Dish TV (of the
Zee group), has slashed rates to an all-time low. It will now offer a `Happy Family Pack'
at Rs 1,990. At this entry point, you get a set-top box and 12 months of viewing for 125
channels spread over several genres, including 21 audio channels,

After a year, one can renew this pack and pay a monthly rental of Rs 100, around the
same that a cable TV subscriber pays, Meanwhile, the Maxi package announced by
Dish TV a few months ago continues. For this, you pay an entry price of Rs 3,990 in a
year to get around 200 channels. There's no extra cost for the set-top box. After a year,
the monthly rental is Rs 300.

Other players are not behind in the race either. DTH services of Tata Sky (a JV between
the Tata group and Star TV) and Mr. Anil Ambani-promoted Big TV are being
advertised through mass SMSes, just the way real estate schemes and mutual funds are.

A recent SMS announced, "TataSky with 400 days of subscription at Rs 3,999. And Big
TV with six months at Rs 2,490. Installation within 48 hours."

The trend suggests that DTH is where competition is, according to a source in the
industry. There are four private players and one state-owned platform already, and at
two more are waiting to join in. Currently, Dish TV has a market share of 54%, with 3.8
million DTH subscribers, while TataSky has 2.2 million. Big TV, which launched its
DTH service recently, has not issued any subscriber numbers yet.

Sun TV also offers DTH but only in the south. Sun too has pan-India ambitions. The
other two planning to join the DTH race are Bharti and Videocon. According to a senior
official of Videocon, its launching DTH in October/November. Bharti, meanwhile, has
to get FIPB (Foreign Investment Promotion Board) approval before starting its DTH
service. It is believed that Bharti would start DTH around end of this year. Besides
these, there's Prasar Bharati's free-to-air DTH platform as well. In all, there are around 6
million DTH users in the country.

DTH is a satellite broadcasting system through a pizza-sized dish and a set-top box,
which eliminates the neighborhood cable wallah. Of the 120-million TV households in
India, only 70 million have cable connection. DTH is still in its infancy in India, and
there's sufficient room for growth. By the year 2015, 40% of the pay TV universe (cable
TV and DTH) are likely to be DTH users,




                                                                                         57
WHAT I LEARNED IN THIS PROJECT:



       This was one experience where I met people from various walks of life, the
        diverse ways of thinking (about the same thing), the volatile nature, their
        perception of marketers, their ways of life all came forth and at the end of
        the day you feel you can understand humans better but the next day you are
        back to square one starting all over again.

       There‟s one aspect that comes into play when you go out in the streets that is
        going on „cold calls‟, going and meeting people without appointments,
        without any know how‟s. There are only two people who do it, one is the
        man looking for jobs and the others marketers, and I feel we are more
        despised. It requires lots of guts but has a bearing on you mettle, it develops
        your soft skills and I do feel the change.

        I learned how to deal with customers on telephone, like how to start
        communication, explain the business, satisfying his queries and fixing
        appointments.

       Another important thing that I developed here was building a bond and
        relationship with people.

       A great percentage of hesitation within me evaporated while interacting
        with the senior personnel of the corporate.

       During training I learnt about the corporate meetings, seminars, training and
        what material a marketing personnel should keep with him.

       Learned about the management, planning, punctuality and the benefits of
        regular following of client and maintaining dairy.

       I have learned from this project what is DTH & how DTH work & how
        Videocon D2T is better from other .How much facility in Videocon D2T .




                                                                                    58
                           SUGGESTION



 There should be exchange offer .
 D2H & BIG TV provide the free news channels for the student like current
   news, share market, game, and world news so mention it.
 Form an efficient research and development team in order to improve quality
   and add technical features in the products.
 Create an effective advertisement with an influential punch line.
 Improve products finishing, packing and service to the customers.
 Organize contests, events, games to promote company‟s brand image.
 Reduce manufacturing, sales and distribution and other indirect cost and
   invest on advertisement R&D and other sales promotion tools.
 Attract customers by exchange offer, discount offer, cash back offer and face
   gift offer on the festival occasions.
 Establish a cordial relationship with dealers and offer a good commission
   margins for promoting our products.
 Keep a hawk eye on the competitors and act according to their sales and
   marketing strategy.




                                                                            59
ANNAXTURE:



KEY FINDINGS:
  1. By calculating the display share we found that in most of store Videocon
     product availability 50-60% (CTV,DVD &HOME THEATRE) .

  2. By the actual monthly sale of particular store we came to know the capacity of
     the store and how much product can they sale.

  3. It help us that weather dealer is capable of being a direct dealer of Videocon or
     not and it also helps to find out the new dealer who are capable of being the
     dealer of Videocon.

  4. We also came to know while visiting the shop that there was big problem of
     after sale service.

  5. Many dealers were facing the problem of after sale service because there is no
     follow up calls from Videocon.

  6. Demo installation process & team working properly or not.




                                                                                   60
BIBLIOGRAPHY:


     Through mentors.


     Through market survey.


     Through internet.


     Web sites used-
          o www.d2h.co.in


          o www.videocon.co.in


          o Google Search




                                 61

				
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