THE INDIAN INSTITUTE OF FINANCIAL PLANNING

A MARKETING RESEARCH REPORT ON AIRTEL DTH

SUBMITTED BY: PRALAY KUMAR DAS PRAFFUL KUMAR AKELA

UNDER GUIDANCE OF: MR. PANKAJ DUTTA FACULTY-IIFP

CONTENT

1. INTRODUCTION

2. ABSTRACT 3. OBJECTIVE 4. RESEARCH DESIGN 5. METHODOLOGY 6. ABOUT DTH 7. MARKETING STRATEGY 8. BCG MATRIX 9. SWOT ANALYSIS 10. 11. 12. MAJOR COMPETITORS FINDINGS QUESTIONNAIRES

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STUDENT UNDERTAKING

We PRALAY KUMAR DAS & PRAFFUL KUMAR AKELA have completed the research on AIRTEL-DTH under the guidance of MR. PANKAJ DUTTA,Faculty-IIFP. This is an original piece of work & We have neither copied and nor submitted it earlier elsewhere.

_______________ Students Signature

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ACKNOWLEDGEMENT

The present work is an effort to throw some light on AIRTEL-DTH. The work would not have been possible to come to the present shape without the able guidance, supervision and help to us by number of people.

With deep sense of gratitude we acknowledge the encouragement and guidance received by our research guide MR.PANKAJ DUTTA and other staff members of AIRTEL.

We convey our heartful affection to all those people who helped and supported us during the course, for completion of our Research Report.

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INTRODUCTION
AIRTEL- one of Indias leading providers of telecommunication services with a nationwide presence in all the 23 licensed jurisdictions (also known as Telecom Circles). We served an aggregate of 88,270,194 customers as of December 31, 2008; of who 85,650,733 subscribe to our GSM services and 2,619,461 use our Telemedia Services either for voice and/or broadband access delivered through DSL. We are the largest wireless service provider in the country, based on the number of subscribers as of December 31, 2008. We also offer an integrated suite of telecom solutions to our enterprise customers, in addition to providing long distance connectivity both nationally and internationally. We have recently forayed into media by launching our DTH and IPTV Services. All these services are rendered under a unified brand Airtel. The company also deploys, owns and manages passive infrastructure pertaining to telecom operations under its subsidiary Bharti Infratel Limited. Bharti Infratel owns 42% of Indus Towers Limited. Bharti Infratel and Indus Towers are the two top providers of passive infrastructure services in India. Successful businesses have extensive knowledge about their customers and competitors. Getting accurate and specific information about your customers and competitors is a critical first step in market investigation and development of a marketing plan. Accurate market assessment and development of an effective plan is critical to the success of both new and existing businesses. The market impacts and directs all aspects of the
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company's activities and ultimately will lead to success or failure of the business. Telemedia Services AIRTEL provide broadband (DSL) and telephone services (fixed line) in 95 cities with growing focus on new media and entertainment solutions such as DTH and IPTV. AIRTEL had 2,619,461 customers as on December 31, 2008 of which 37.9% were subscribing to broadband/internet services. AIRTEL- product offerings in this segment include supply and installation of fixed-line telephones providing local, national and international long distance voice connectivity and broadband Internet access through DSL. AIRTEL also remain strongly committed to our focus on Small and Medium Business enterprises .AIRTEL provide a range of customised Telecom/ IT solutions and aim to achieve revenue leadership in this rapidly growing segment of the ICT market. The strategy of our Telemedia business is to focus on cities with high revenue potential, except for DTH which is an all- India offering. Airtel digital TV is available to customers through 23,200 retail points in 120 cities across the country.

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ABSTRACT

Marketing Research on Airtel DTH- we started this research on 20th November 2012. It took almost 15 days.The research has been conducted on the people using cable/DTH for entertainment. We have used Survey method by filling up Questionarees regarding cable/DTH service use from 15houses. Location: Bhajanpura, Delhi (10 houses) Uttamnagar, Delhi (5 houses) 15 houses

The sample size :

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OBJECTIVE

Our research has the following objectives It will give the information that people are using more cable service or DTH. It will help to develop the product in various regions. It will help to identify what is the reason why people are not using the product & why they are using other competitor. It will help to increase their service & schemes in future. It will help to understand the brand positioning of the various brand. How much customer are aware of the brand?

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RESEARCH DESIGN

The research design is created for the following purposes. The market share in urban areas for DTH services is largely taken up by competitors.

To increase the market share Airtel would have to seriously analyze the market trends, as it is neither a leader, both in the rural as well as the urban market.

Hence, Airtel would have to come up with different questionnaire for both kind of users, the cable users and the DTH users, to gain a better perspective.

Also, the following research methods have been used, Descriptive longitudinal.

The data used is primary.

The sampling method used is random sampling method, which consists of close ended multi- chotomous question method, with 2 sets of questionnaires.
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METHODOLOGY

Survey method-through questionnaire

Examine the research papers & annual reports published by the company

Analyzing the information given by the company about their products ,available on company website

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ABOUT DTH
DTH stands for Direct-To-Home television. A wireless digital audio / video service is delivered through satellite. Idea was 1st proposed in 1996, but they did not pass approval because there were concerns over national security and a cultural invasion. Govt. putted a ban 1997 when the Rupert Murdoch-owned Indian Sky Broadcasting (ISkyB) was about to launch its DTH services in India. Passed approval in 2000 but the signals can be transmitted through Indian satellite only.

ABOUT AIRTEL DTH

Parent : Launch on : Headquarters : Area served : Key people : CEO : Brand Ambassador: Products : Website : Slogan : Present Situation : Bharti Airtel 9 Oct. 2008 Mumbai All over India Sunil Mittal Manoj Kohli Saif Ali Khan and Kreena Kapoor Direct broadcast satellite www.airtel.in/digitaltv Come Home to the Magic 21,000 outlets including ARC with1 mn subscriber

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MARKETING STRATEGY
Core Value Of Airtel Performance Dynamism Leadership Targeting Elite Up market professionals Entrepreneur with business plans Low income mass category Youth Women and senior citizens by post paid connection

AdvertisementAirtel basically uses two appeal to connect to the users Emotional Humorous

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BCG MATRIX

As per BCG matrix Airtel DTH falls under the Question Mark section that means High growth but low market share section.

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SWOT ANALYSIS
Strength Recognized Globally Strong Brand Image Strong New Business Development team Strong Financials

Weakness Outsourcing of core system Coverage Area

Opportunities Less Plyaers at Rural areas Current Tele-Density 30.6 is still low among developing countries

Threats Falling ARPU Intense Competition & Shortage of Bandwidth New Players coming in India Uncertain Economic Condition

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MAJOR COMPETITORS
1`. Dish TV: 168 channels,7 movie channels,21 audio channels Price between Rs 2,490-3,990 (initial payment), Rs 100 for up to 85 channels, Rs 300 for 140 channels USP: Free gaming portal, multilingual voice-overs coupled with astrological services and customized sports.

2. Tata Sky: 150 channels Price Rs 2,499 for initial installation; Rs 175 for 65 channels, Rs 310 for 123 channels USP : Interactive offering like quiz, story telling, broadcast like shrines and cooking portals among other offerings

3. Big TV: 202 channels, 32 movie channels and 10 interactive channels

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 Price Rs 2,499 for initial installation, Rs 100 for bouquet of 44 channels, Rs 175 for a pack of 101 channels USP: Movie channels on a monthly subscription, niche channels at low add-on charges, USB port in the set-top box

4. Sun Direct: Initial instalment of Rs.1999 with one year free subscription,Rs.75 per month Add-ons such as the Hindi package, the kids package, or the English movie package, which cost Rs 20-140 more. USP: Its not a rich mans product. Low cost makes it easily available.

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FINDINGS
High growth chances. Foreign technology. Standard product. Active news, active cooking, active learning. Language option.

Bargaining prices Advertising strategies Pricing Promotional activities

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QUESTIONNAIRES
Name: Age: Address: 1. Having Tv. Or not? 2. Having Cable or DTH? 3. What is the rental u pay for your service? 4. How many channels u get in the package? 5. Which are the channels you watch the most? 6. Have u ever heard of DTH service? 7. Which is the brand Comes to your mind when u hear DTH provider? 8. Do u have any plan to switch to DTH in future? 9. If yes Which among these ? (a) Airtel DTH (b) Dish TV (e) Tata Sky

(c) Big TV

(d) Sun Direct

10. From where you came to know about this service? 11. If you r given free installation of DTH will you shift to other service provider ?

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If the customer has a DTH connection 1. Which DTH service are you using ? 2. What made you to shift to DTH ? 3. Why did you opted the provider? 4. Scale between 1 to 10 your Satisfaction with respect to picture quality specially in monsoon5. What is the rental you pay for the service? 6. How many channels you get in the package? 7. Are you happy with the list of channels ? 8. Is there any add on service which you use? Specify? 9. One best feature of the DTH you are using. 10. Rate your satisfaction with the overall service you are getting?(between 1 to 10)

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