EXECUTIVE SUMMARY

India has a total television population of close to 135 million, out of which 80% have access
to cable and satellite (i.e. 108 million). The total DTH subscribers are close to 22 million.
Thus the DTH has a market share of approximately 20%. The subscriber base for DTH in
2006 was meagre 1 million. Now for an industry which is just 5 years old, it is a great
achievement. In 2005 Dish TV was the only player in the DTH industry and was registering
subscriber growth mainly in the areas where cable TV was not available. The subscribers
were not ready for the cost of set top box. In 2007 CAS mandate was introduced in selected
metro cities, where users had to invest in a set top box. Videocon D2H is one of the emerging
companies in this sector.
The study was conducted at with an objective to study the Services Provided By The
Videocon d2h. By studying this report one can come to know about how the company brand
its various products and how the larger segment of consumers are shifting to DTH services
from the cable networks. The report is divided into four chapters.
In the first chapter, there has been given a brief description about the company profile of the
Videocon d2h. Videocon d2h has been providing DTH services in India since its inception in
Aug 2009.Videocon d2h's tagline initially was Direct Hai Correct Hai which was later
changed to Digital DTH Service in Nov 2011. In January 2014 Videocon d2h has crossed 11
millions subscribers. Videocon D2h is first DTH company in India which provides Radio
Frequency technology remote for better and long range signal facility. Company have

operation in pan India (East, West, North and South). UP-West and UK Circle comes under
North Zone.
In the second chapter, SWOT Analysis of the company was done in order to determine what
assist the company in accomplishing its objectives, and what obstacles must be overcome or
minimized to achieve the desired results. The main stregnths of the company involves the
availability of 500+ for the customer and strong branding image and marketing through
TVCs and print ad campaigns involving celebrities. The weakness of the company is that the
company has not been able to penetrate as much as some of the other competitors.
In the third chapter, the collected data have been presented under the head Data Collection,
Presentation and Analysis. The data collection includes sections of strategies of marketing,
human resource, finance, information technology and trade products of the bank. The study
has the objective of studying the branding done by the company of its products and the
customer satisfaction derived by it. For this purpose the primary study is conducted and the
data is collected through questionnaire. A sample size of 120 respondents was selected of the
retailers present in the different markets at Vashali, Indirapuram, Vasundra, Sahibabad,
Kaushambi. The data collected is presented and analysed in this chapter and various
interpretations are drawn. The functional area of marketing, finance , human resource and
information technology are analysed. The shift of consumer preference from cable network to
DTH is also analysed.
In the fourth chapter, researcher presented the findings of functional analysis and provided
its suggestions and learning.

Chapter 1
Introduction

1.1 History of DTH Industry

The history of Indian Television dates back to the launch of Doordarshan, the
Countrys national television network in 1959 when the transmission was in black
&white. The 9th Asian games, held in 1982 in the countrys capital New Delhi,
heralded the mark of colour television broadcast in India. In 1991, Indian
economy was liberalized 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
television. Every city in India had a new breed of entrepreneurs called as cable
wala 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

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 starting from Chennai
and later to parts of Delhi, Mumbai and Kolkata. On the DTH front, TRAI issued
the guidelines for operating DTH. Countrys first DTH license was awarded to
Dish TV in 2003 which started operations in2004. Prasar Bharati also started its
product DD-Direct+

In 2007, TRAI proposed a new initiative by called Head end-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 Head end 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.

1.2 Bharat Business Channel Limited (BBCL)

Videocon Group has launched Direct to Home services & Mobile Handsets in
India under the banner of BBCL (Bharat Business Channel Limited) with brand
name of Videocon d2h.DTH which stands for Direct To Home which is a direct
mode of transmission between Broadcaster and Subscriber through satellite.
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 reprocesses the signals and retransmits the signal to the subscribers.

1.21 Profile of VIDEOCON d2h

Videocon d2h is the DTH service provided by the Videocon Group. Videocon d2h has been
providing DTH services in India since its inception in Aug 2009.Videocon d2h's tagline
initially was Direct Hai Correct Hai which was later changed to Digital DTH Service in
Nov 2011.
As of July 2015, it offers 500 channels and services which include 34 "HD" channel, 4K
Ultra HD channel and 21 Active Music Services. In May 2011, it launched its HD Digital
Video Recorder (DVR) box with 3D which could record live content. With the launch of its

3D Set Top Box (STB), Videocon d2h became the first DTH provider in India to offer a 3D
compatible STB since none of the other DTH providers had a 3D compatible Box.
In January 2014 Videocon d2h has crossed 11 millions subscribers. Videocon D2h is first
DTH company in India which provides Radio Frequency technology remote for better and
long range signal facility. They recently added 4 regional language HD channels i.e. Tamil &
Telugu. Videocon D2h also launched new DVR 1000 GB which allows maximum recording
facility.
Company have operation in pan India (East, West, North and South). UP-West and UK
Circle comes under North Zone. Heading by Circle Head Operation.

1.22 Technology and Infrastructure

Videocon d2h uses state-of-the-art MPEG-4 technology, which permits high compression for
video and DVB-S2 technology, which allows more efficient transmission of satellite signals.
Videocon d2h currently lease eight transponders with the Ku-band space capacity on the ST-2
satellite of SingTel. This technology and access to these eight transponders allows us to
transmit over 500 channels and services.

To consolidate programming content, ensure its digital quality, and transmit that content to
our satellite transponders, Videocon d2h have a digital broadcast centre, located in Greater
Noida. Substantially all of the functions necessary to provide satellite-delivered services
occur at our digital broadcast centre. Programming is received by our digital broadcast centre
from channel or content providers via satellite, which is then decrypted.

Equipment at our digital broadcast centre then digitizes, compresses, multiplexes, compresses
and encrypts all of our programming signals into digital video streams prior to uplink to the
ST-2 satellite of SingTel. The equipment Videocon D2h use has been sourced from vendors
who we believe are industry leaders such as Harmonic International Limited for compression,
Evert Microsystems Limited and Harris Communications Limited for baseband, Ireton B.V.
for encryption and General Dynamics SATCOM Technologies for uplink. Videocon d2h also
operate a subscriber management system at our digital broadcast centre in Greater Noida.

Videocon d2h entered into the Ku-Band Lease Agreement with the Department of Space for
the lease of Ku-band space segment capacity on the ST-2 satellite of SingTel. Videocon d2h
currently lease eight 54 Mhz transponders of the ST-2 satellite. Under the Ku-band Lease
Agreement, the Department of Space is required to make available to us the Ku-band space
segment on a 24 hours a day, seven days a week basis, for the period of the lease and in the
event of any technical non-compliance of a satellite transponder, the Department of Space is
required to provide an alternate transponder to us at the same orbital position with similar
technical performance and specifications. Videocon d2h are not allowed to assign any of our
rights or delegate any of our obligations under the Ku-band Lease Agreement without the
prior consent of the Department of Space. Further, Videocon d2h are not allowed to sub-lease
the leased capacity without the prior consent of the Department of Space, except to group
companies and affiliates.

The Ku-band Lease Agreement will stand terminated if the DTH license granted to us by the
MIB is not renewed after expiry or is cancelled by the Government of India. Any termination
of the Ku-band Lease Agreement due to non-fulfilment of payment obligations by us or due
to cancellation or non-renewal of the DTH license does not absolve us of liabilities incurred

under the Ku-band Lease Agreement, accrued till date of termination. Upon the termination
of the Ku-band Lease Agreement or upon the end of the lease period.

1.23 The Particulars of the Company :

The particulars of the company is given below:
Name of Organization

BHARAT BUSINESS CHANNEL LTD.

Branch Address

BHARAT BUSINESS CHANNEL LTD.

H-111,First Floor, Sector-63, Noida
201301.
INDIA
Tel : +91-120-4043700

Registered Office Address

1st Floor, Techweb Centre, New Link Road,

New Mega Mall, Oshiwara, Mumbai400102, India
1. India

Circle Office

UP West

Phone Number

07355873558

Fax Number

91-2224903168

E-Mail ID

customercare@d2h.com

Official Website

www.videocond2h.com

National Area Of Operation

(Distribution Or Branch Network)

PAN INDIA

1.3 Nature of the Organisation and its Business

Bharat Business Channel Limited is engaged in manufacturing and Marketing of DTH
products ( Direct to Home ). Videocon d2h became the first DTH service provider in India to
offer a 3D ready Set Top Box in India. Videocon d2h subscribers can view 3D content on
their TV provided they have a 3D TV. Videocon d2h was also the first DTH service in India
to have an active channel with 3D content.

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.
This company comes under the Entertainment Industry . During the entertainment
revolution, this company took the path of the new segment of Service provider of the
channels. In Todays world this business is fast growing and have a bright future ahead. Now
a days Videocon has achieved a special place among Indian Service providers.

10

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.
Videocon d2h has 9 transponders on Satellite ST-2. Videocon d2h is aligned at 88 East on
the Clark Belt. It has the best Satellite Footprint across India covering even the remotest area
which in turn makes its signals best in the industry.

1.4 Companys 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 most popular brand in the mind of
customer with strongest brand equity

11

1.5 Products of the Company

1. Digital Set Top Box
2. HD Digital Set Top Box
3. HD Digital Video Recorder
4. 4K Set Top Box

1. Digital Set Top Box

This set is providing great offer at only Rs. 1620. Some features are:
a) Mosaic
Videocon d2h has the unique facility of being able to show 12 programmes of a particular
genre on TV screen at one go. This allows you to select the particular programme that you
wish to watch.

b) Multilingual
Set your preferred language of navigation through the Electronic Programme Guide of
Videocon d2h. There is a choice of nine languages one can choose for navigation purpose
and two can be set at a time.
c) Preview Screen
Before shifting to another channel, one can watch a preview of the particular programme by
seeing it on the screen. And then next channel of ones preference may be watched.

12

2. HD Digital Set Top Box

This Set Top Box is high deficiency at only Rs 1820, with unlimited recording. Some of the
features are :

a) Unlimited Recording
This is a feature unique to Videocon d2h HD STB, which enables you to record any
programme if you are busy at that time. You can either record a Live TV programme or you
can even record a scheduled programme. And you can watch the recorded programme later at
your leisure. Enjoy the feature of Unlimited Recording on your TV and cherish Indian Values.

b) Indias First Radio Frequency Remote (For DTH)

This is a special feature from Videocon d2h, where the RF remote can be used to change
channels or adjust volume, without pointing it at the STB. The RF remote can be pointing in
any direction and will work even if there is an obstruction in front of the STB.

c) Rewind/ Forward (up to 64x)

One can either rewind or forward any recorded programme up to 64 times the normal speed,
thus saving ones valuable time.

d) Pause live TV
One can attend to any emergency work at hand by pressing the pause button of any Live
programme on your TV, and then watching it later at ones convenience.

13

e) Mark skip -Watch

If someone is of the type that he does not want to see advertisements or wants to skip certain
parts of a programme, this feature allows him to do that. One can mark the parts so that he
can skip them, and continue to watch your programme.

f) Auto Serial Recording

One can set the system so that his favourite TV programme automatically gets recorded, even
in his absence.

3. HD Digital Video Recorder

This is Digital Video Recorder at only Rs.6990. Some features are:

a) Indias First 1000 GB Asli HD Recorder (inbuilt hard disk)

The HD DVR from Videocon d2h has a huge recording capacity that can record programmes
of anyones choice. This recording is provided in the inbuilt hard disk of the recorder and
one can watch the recorded programmes at his convenience.

b) Up to 1550 hours of Recording

The recording capacity can record from 300 hours of content up to 1550 hours. This will
depend on the quality of audio and video content that is being recorded on the HD DVR.
c) Record 2 Channels Simultaneously
If there are two programmes on the television at the same time that you wish to record, it is
possible. The Videocon d2h HD DVR makes it possible to record two programmes so one
can watch them later at leisure.
d) Pause Live TV

14

One can attend to any emergency work at hand by pressing the pause button of any Live
programme on your TV, and then watching it later at his convenience.
e) Auto Serial Recording
One can set the system so that your favourite TV programme automatically gets recorded,
even in his absence.

f) Buffer Memory Recording

If one happen to miss a few minutes of your favourite programme to attend to something
urgent, not to worry. This feature of Videocon d2h automatically records any ongoing
programme so that one can go back and watch it.
g) Mark-Skip-Watch
If someone is the type who does not want to see advertisements or wants to skip certain
parts of a programme, this feature allows him to do that. He can mark the parts so that he can
skip them, and continue to watch his programme of interest.
h) Slow Motion
This feature allows one to watch any action sequence or any other scene that one likes, at
slow motion. It is almost like going frame by frame and enjoying the sequence of his
favourite stars on the screen.
i) Rewind/ Forward (Upto 32x)
One can either rewind or forward any recorded programme up to 32 times the normal speed,
thus saving his valuable time.
j) Dual USB Ports
The Videocon d2h has the facility for dual USB ports that helps one to carry out two
functions at a time.

15

4. 4K Ultra HD DTH
Nothing perhaps can beat FULL HD because here comes 4K technology. It delivers 4 times
the picture resolution of 1080p Full HD, that is eight million pixels compared to the mere
two million of Full HD.
Now a days, 4K LED will be incomplete without a Videocon d2h 4K Ultra HD set top box.
The 4K ultra HD STB's are capable of delivering True 4Kp60, which completes overall 4K
experience. A 4K display reveals every nuance & detail for a visible difference that's really
astonishing. The higher pixel density of 4K also enables you to get much closer without the
grid like structure of the image itself becoming visible. This means, we can comfortably
watch a much larger screen from the same seating position as our current Full HD panel. This
also provides a more immersive experience, bringing to life spacious wildlife panoramas as
well as offering the most detailed action in a fast paced cricket or football match. 4K Ultra
HD DTH is becoming part of a limited edition revolutionary at only Rs.6590.

Some Features of 4K Ultra HD DTH :

a) 8.3 million pixels

The new Videocon d2h's 4K Ultra HD Set Top Box livens up your TV viewing experience as
it comprises of 3840 pixels X 2160p lines which gives higher image clarity, greater texture
and an almost photographic emulsion of smoothness.

b) 4 Times Full HD
The Videocon d2h 4K Ultra HD Set Top Box enables optimal performance of UHDTV TV
and redefines TV viewing experience by delivering 4 times the picture resolution of 1080p.

16

c) True 4Kp60
The Set Top Box is capable of providing a true 4Kp60 experience in terms of vivid, stunning
colors and smooth motion. It provides a immersive experience, bringing to life spacious wild
life panoramas as well as offering the most detailed action during a fast paced sports game.

d) UI
The Next Generation User Interface powered by CISCO provides a cutting edge
user experience allowing you to easily access content. Its a new way to do more
than just watch TV with great ease and accessibility and helps the user feel the
joy of easy navigation.

e) Super Speed USB

The new generation Super Speed USB port allows us to be future ready. With it one will be
able to play, pause and rewind the live stream of 4k content in the future. One does not have
to change ones box to get the power into his hand. The next gen high speed transfer rates will
facilitate enjoy smooth play back of High bit rate 4K streaming from storage.

f) Mosaic Support
Videocon d2h has the unique facility of being able to show you 12 programmes of a
particular genre on TV screen, at one go. This allows us to select the particular programme
that we wish to watch.

g) Multilanguage Support

17

One can set ones preferred language of navigation through the Electronic Programme Guide
of Videocon d2h. There is a choice of nine languages that one can choose for navigation
purpose and two can be set at a time.

1.6 Size of Organisation

Manpower

1000 Employees

Turnover

Rs.1200 Crore

Position of the Company

Videocon d2h is an undisputed leader in present market. It is holding No.1 position in Delhi.

1.7 Market Share of Company

Brand
Videocon d2h

Market Share
33 %
18

Tata sky
Airtel
Other

31 %
26 %
10 %

1.8 Organisation Structure of the Company

The organisation structure of the company is shown in figure 1.1.
CEO

DY CEO

COO

VP (S&M)

HR

CFO

CA/CS

CIRCLE HEAD

SR.
ACCOUNTANT

CLUSTER
HEAD

AREA
MANAGER
RSO

Figure1.1: Organisation Structure Of the Company

19

1.9 Present leadership

The present leadership in the company is shown in Table. Below.
Cicle Head Operation(UP-West and UK)

Mr. Vijay Pal Singh

Asst. Manager (Ghaziabad)

Mr. Islamuddin Shah

RSO

Mr. Karan Goyal

Table No. 1.1 Present leadership in the company

1.10 Source of data collection:

Primary Data: The primary data were collected with the help of Questionnaire survey.
Secondary Data: Information collected from various sources like Companys Website,
available records of the company, companys Dealers and Distributors.

20

Chapter-2
2.1 SWOT Analysis of the Company
STRENGTH
WEAKNESSES
a) The
Videocon
brand name
has a strong
legacy
b) 500+
channels
available
for the
customer to
choose
from.

a) Has not been

able to
penetrate as
much as
some the
other
competitors
could do.
b) Poor
Merchandisi
ng at Dealer
outlets.

c) Strong
branding
image and
marketing
through
TVCs and
print ad
campaigns
involving
celebrities
d) Direct to
home
connection
services
apart from
offering
good
21

customer
support
services.
e) Pioneer in
4k
Ultra
HD DTH
channels.
f) Strong
Dealer
Network in
selected
markets.
g) 6.5+ Crore
satisfied
customers
h)
i)
OPPORTUNITIE
S

THREATS

a) Competitive
a) Increase
markets
awareness
b) Price
of
3D
sensitive
feature, so
customers
it will help c) Govt
the
regulations
company to
which lead to
grab more
digitization
market
of
cable
share.
which
increases the
b) Should
quality of the
focus on
existing
research &
cable
Developme
networks
nt, so can
leading
to
change the
completion
taste of
as
it
is
consumers
provided at
economical
c) Can explore
price.
New
d) Technologica
Markets
l Problems
e) Growing
competition
d) May
and lower
22

attempt to
profitability
trap
f) Rising cost
unorganised
of raw
sector
materials
e) May
explore the
Global
Markets

2.2 Best Practices of the Company

i.

4K Ultra HD DTH Company introduces 4K which delivers 4 times the picture

resolution of 1080pixels.

ii.

More than 500+ Channels at Low Price

iii.

Introduce 3D Segment

iv.

It uses MPEG 4 DVBS -2 Technologies.

v.

Many features like Multiple Tickers, 1000 GB Asli HD Recording, Auto Serial
Recording

vi.

12 Program of Mosaic

vii.

21 Active Music Audio Video Channels

viii.

d2h Movies

ix.

15 Sports Channels

23

CHAPTER-3
DATA COLLECTION & PRESENTATION

24

A. DATA COLLECTION
3.0 Data Collection Techniques
The data were collected by following two methods :
1. By Questionnaire survey
2. By Telephone Interview

Sample Size
The sample size of the respondents was taken as 120.
Field Work
The fieldwork was conducted in different commercial areas of District Ghaziabad,
UP-West. Information gathered from respondents, Dealers, Distributers, and
Retailers.
Sampling Units
This combines employees of the organisation and other respondents in the
market who are business associates of Bharat Business Channel Ltd (Videocon
d2h). The business associates are retailers, whole sellers, stockiest and few
others from different commercial areas of district Ghaziabad.
As suggested by the company, the following few segments were contacted :
1. Mobile & accessories shops
2. Airtime Recharge outlets
3. Computer & DTH services shops
4. Electronic Shops
25

5. Electrical Shops
6. Electronic item Repair & Maintenance Shops

It was instructed by the company not to mention companys name in the market
and find out information on following :
1) Name of outlet
2) Name of owner
3) Address
4) Nature of Business
5) Type of outlet: Distributor/ Retail
6) Quantity sold in a Month
7) Brand Image
8) After Sales Service

3.1 Data Collected from Marketing Department

For any organization marketing department is backbone of the organization. Its goal is to
attract people towards organization using promotional techniques such as advertising, sales
promotion, publicity, public relations and Branding. In most large corporations, the marketing
department is structured in a similar fashion to the sales department and the managers of
these teams must coordinate efforts in order to drive profits and business success. Driving
more customers "through the door" gives the sales department a better chance by ratio
of selling their product to the consumer
Distribution is one of the 4 aspects of marketing. A distributor is the middle man between the
manufacturer and retailer. After a product is manufactured it is typically shipped (and usually
sold) to a distributor. The distributor then sells the product to retailers or customers. The
marketing mix is the combination of marketing activities that an organization engages in so
as to best meet the needs of its targeted market. The DTH Industry deals in selling services.
The marketing mix includes sub-mixes of the 7 Ps of marketing i.e. the Product, its Price,
Place, Promotion, People, Process & Physical Evidence.

26

Product:
Product of Videocon d2h are as follows:
(i) Digital Set Top Box
This set has great feature like multilingual, mosaic, preview screen. This product is available at Rs
1620 in market for customer.

(ii) HD Digital Set Top Box

This set top box is having facilities such as Radio Frequency Remote, Rewind/ forward, pause live tv,
Mark-skip-watch, auto serial recording. This product is available at Rs 1820 in market for customer.

(iii) HD Digital Video Recorder

This is Indias First 1000 GB Asli HD Recording (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, Mark-skip-watch,
Slow Motion, Rewind/forward(upto 32x), Dual USB Ports. This product is available at Rs 6990 in
market for customer.

(iv) 4K Set Top Box

This is a revolutionary product given by Videocon d2h. Features are 8.3millions pixels, 4 Times Full
HD, True 4Kp60, UI, Super Speed USB, Mosaic Support, Multilanguage support. This product is
available at Rs 6590 in market for customer.

27

Pricing:
In the DTH business the pricing decisions are concerned with:
i) The subscription money charged against the plan.
ii) Commission charges paid to Dealer and SSD (sales & service dealer).
With a view of influencing the target market or prospects the formulation of pricing strategy becomes
significant. In a developing country like India where the disposable income in the hands of prospects
is low. The strategies may be high or low. pricing keeping in view the level or standard of customers
or the subscriber. The pricing in DTH industry is in the form of monthly subscription charges.

Place:

The Videocon d2h have operation in all over India and has over 40 branches which help in
increasing their customer base. They have divided pan India in 5 Zones (East, West, North,
South and Central).
Videocon d2h has branches in all state capital covering each and every districts of the state
from there. Videocon d2h company also understand the importance of penetration in rural
market. So, they are focusing un trapped market with the help of Wholesaler, Retailer, SSD.
People:
Understanding the customer better allows in designing appropriate products. Being a service industry
which involves a high level of people interaction, it is very important to use this resource efficiently in
order to satisfy customers. Training, development and strong relationships with intermediaries are
the key areas to be kept under consideration. Training the employees, use of IT for efficiency, both
at the staff and Dealers/Sales &Service Dealer level, is one of the important areas to look into.
Videocon d2h has created various Pack wise subscription products which have been tailored
according to the needs of the customers. Videocon d2h has over hundreds of sales personnel who are
trained efficiently to bridge in the gap between the customers and the company.

28

The Company operates through Distributors & Direct Dealers which is shown below in figure :

COMPANY

Distributor

Dealer

Direct Dealer

Sales & Service

Dealer

Figure 3.1: Channel Management

Process:
DTH Industry is a customer friendly process. The speed and accuracy of payment is of great
importance. The processing method is easy and convenient to the customers. Monthly and Yearly
subscription schemes have been streamlined to cater to the ever grow. The following process are being
followed:
i)

Branding: The Branding team is responsible for developing a consistent healthy brand
identity. It is also responsible for the company art collection, and external events in which we
must have a strong brand presence.

ii) Internal Communications: Internal communications are targeted at management directly,

and also at employees through the regional and local media. The Internal Communication
team gives the feedback to the Board and top management about companys present stand in
the market. Messages from the Management Board, internal newsletters, the intranet, and key
strategy communications are all part of the responsibility of this team. Consistent messaging
and internal support are key elements.
iii) External Communications: External Communications team is responsible for the Videocon
d2h image building strategy to position the company in the market. External Communications
29

advises the Management Board on public appearances, and is responsible for the Management
Boards external articles, speeches and presentations..
iv) Public and Government Affairs: The Public and Government Affairs teams main task is to
proactively identify, monitor and, in close cooperation with key departments, follow up on
policy decisions. On behalf of the company and its stakeholders, the team addresses major
issues and developments stemming from Government, Parliament, industry organizations.
Closely linked to this is the task of informing and influencing policymakers to ensure that
priorities and interests are properly considered, and enhancing leadership engagement with
relevant parties and key opinion formers in various cities.
v) Sustainability: This team is responsible for outlining the strategy of the company on
sustainability and reputation management. They work with the business lines to enhance
understanding and integration of the social, environmental and ethical elements we all must
take into account when doing business. Stakeholder engagement and sustainability reporting
are also part of their responsibilities.

3.11 Sales Promotional Strategies of the Company

The DTH service depend on effective promotional measures. In a country like India, the rate of
illiteracy is very high and the rural economy has dominance in the national economy. It is essential
to have both personal and impersonal promotion strategies.
In Promoting DTH business, the Dealer And SSD play an important role. Due attention should be
given in selecting the promotional tools for Dealer and SSD and even for the branch managers and
front line staff. They also have to be given proper training in order to create impulse
buying. Advertising and Publicity, organization of conferences and seminars, incentive to
policyholders are impersonal communication. Arranging Exhibitions, participation in fairs and
festivals, rural wall paintings and publicity drive through the mobile publicity van units would be
effective in creating the impulse buying and the rural prospects would be easily transformed into
actual policyholders.

The Promotion Policies adopted by Videocon d2h Are :

30

ATL- Above The Line

In this policy company promote their product through TV advertisement, Hooding, by conducting
IFFA Award or Purchasing IPL Team etc.
Videocon d2h has also adopted various promotional strategies like :

Commercial Ads

Print Ads

Events

Personnel selling

Word of mouth (Door to Door)

In Shop Branding

GSB (Glow Sign Board)

Videocon d2h has made intelligent moves to capture the rural market which has lot of potential
and promise in the future. Promotional strategies are very important for any intangible product
especially like life insurance and financial savings where people should be given complete
education about such products because of which all insurance companies take due care while
formulizing their promotional strategies.

3.12 Customer Relationship Management

Company follows many ways and strategies to retain their customer and to build a good relation
between customer and the company through following means :

Role of Relationship Manager

Relationship manager explains the facilities provided and take note to the clients additional needs
which can also be fulfilled by their services. If the client is convinced the lead converts in the
customer form

31

Corporate Banking
Relationship manager analyses the requirements of the customer and provide the best suited product.
Relationship manager explains the various investment options available in the market and give the
customer the opportunity to select the option, which is suitable to him.

Portfolio Management
If the customer has invested then the role of the manager is to design his portfolio keeping in mind the
risk and return factors. Portfolio manager provide these customer the requisite information about the
investment opportunities available in the market according to the profile of the customer.

Problem Solving
Problem solving is done by two means :
1. DSC (Direct Service Center)
2. ISP (Installation Service Provider)

3.2 Tax Department

The Tax department is responsible for optimizing the tax position of Bharat Business Channel
Ltd (Videocon d2h). The main tasks are to assist management within the national regions and
Business Units with their tax issues. Where necessary, the Tax department will
draft and implement policies and procedures, such as product approval procedures and
transfer pricing policies. In addition, Tax also performs an overseeing role for the financial
departments, ensuring that all tax obligations are adequately reflected in all financial
statements.

3.3 Data Collected from Human Resources Department (HRD)

HRD is responsible for the set up of the organization which is efficient, pragmatic and
ismeeting the standards of DTH industry competitors in the market. HRD has the ambition to
establish best-in-class HR practices for the future.
32

Main activities of HRD are:

i)

Planning, selection and recruitment of people for the company

ii) Management of companys personnel

iii) Setting of HR Policy for the company
iv) Governance, coordination and consolidation
v) Designing and implementing executive rewards

The chief attributes of Videocon d2h looks out for in a candidate:

a) Videocon d2h look out for a candidate who values Integrity
b) Has a zeal for Excellence
c) Is focused on Results
d) Is Self driven and Enthusiastic
e) Is a good Learner and Team Player
f) Is dedicated to Customer Satisfaction

3.31 Available Manpower of the Company

The company has following category of employee to run their operation in UP-West and UK :

Category of employee

Available employee in

Total number of employee available

Male

Female

25

33

Sales department
Available employee in Finance

department
Available employee in HR
department
Available employee in IT
department
Available people for
miscellaneous work

Table 3.1 Available category of employee

3.32 Recruitment Policy of the Company

The Company recruits people either by giving an advertisement in the News paper or through
Placement Consultant and by Reference Method and sometime by conducting Campus interview in
different institutes.
The main attributes the company looks for in a candidate are as follows :

One who values integrity

One who has a zeal for excellence

One who is focused on results

One who is self driven and enthusiastic

34

One who is a good learner and team player

One who is dedicated to customer satisfaction

3.33 Training and Development

The company runs specific training program for their employees to develop particular skill that is
essential for the better understanding of the job and effective application of his skill for the successful
operation and growth of the company. Each new employee is placed on some orientation program for
learning the different activities of the DTH company. After completion of training person recruits as
Area Head. The Training program is centrally organized by the company for the employees nominated
by all other branches of the company.

3.34 Performance appraisal system

A self-appraisal form can be a useful tool as you prepare for the annual performance review
conversation with your manager. Based on the information furnished by the employees, their current
position, their contributions to department and their development interests and needs. It can also help
you in self-directing your professional development. Performances are judged by their reporting
authority and accordingly their annual increment or promotions are decided. All employees are
encouraged to complete a self-appraisal form and all managers should include the completed form in
the performance review conversation.

3.35 Legal & Compliance

Videocon d2h Legal & Compliance domain consists of two departments: Corporate Legal
and Compliance Risk Management. The domain is responsible for providing legal services
and managing compliance risk.
i) Corporate Legal
The Corporate Legal department provides suitable guidelines to the employees to understand
legal services .The aim of the department is to:
a) Preserve interest of Bharat Business Channel Ltd (Videocon d2h)

35

b) Provide an effective contribution to Bharat Business Channel Ltd (Videocon d2h) strategy
with respect to the integrity of the business, stable growth and healthy profitability; and,
c) Mitigate financial or reputation exposure and legal risk, as defined in the Bharat Business
Channel Ltd (Videocon d2h) Legal Charter, that may result from non-compliance with legal
and regulatory requirements, if appropriate by setting clear policies, guidelines and/or
standards.

ii) Corporate Compliance Risk Management

The mission of the Compliance Risk Management department is to build a sustainable
competitive advantage together with the business by fully integrating compliance risk
management in daily business activities and strategic planning. The focus of this department
are on :
a) Understanding and advocating the rules, standards, regulations and laws to effectively
manage compliance risk;
b) Proactively working with and advising the business to manage compliance risk throughout
our products life cycle to meet stakeholder expectations;
c) Developing and enhancing tools to strengthen the three lines of defense to detect,
communicate report and manage compliance risks in order to limit surprises;
d) Deepening the culture of compliance by partnering with the business to increase the culture of
trust, accountability, transparency and integrity;
e) Supporting the strategy by establishing clear roles and responsibilities to help embed good
compliance risk management practice throughout the business by using a risk based approach
to align business outcomes with the companys risk appetite.

Corporate Risk ensures that all risks run by the company are well understood and managed in
order to provide an efficient allocation of capital, profitable growth, required (economic)
returns on (economic) capital and predictability in earnings.
Corporate Risk consists of the following teams:
i)

Investment Risk Management

ii) Asset Liability Management & Risk Analytics

iii) Actuarial Risk Management
iv) Model Validation
v) Systems and Projects
vi) Operational Risk Management

36

Examples of positions are:

1. Insurance Risk Officer
2. Actuary
3. Solvency II Specialist
4. Model Validation Specialist
5. Investment Risk Analyst

3.4 Data collected from IT Department

In a world where technology is fast evolving, it is imperative to include a technological edge in
business to perform better. Hence, Bharat Business Channel Ltd (Videocon d2h) continues to harness
technology to improve efficiency, increase productivity and create a distinct competitive advantage.
The Programme aims to steer the Company ahead of competition by providing customer-friendly
systems, seamless business processes, agility and enhanced initiatives, like customer relationship
management (CRM), enterprise data warehouse (EDW), information security, service-oriented
architecture (SOA), digital recharge, mobility and virtual office have been conceived to achieve these
objectives.
The Company launched the Point of Sale (POS) system, During the year, SAP business intelligence
warehouse were successfully implemented. Business planning and controlling modules were also
commissioned for strengthening budgeting and planning process. To improve work environment
flexibility, virtual desktops have been deployed in all branches to achieve following :
1) Greater and effective control on accounts payable through better invoicing and payment
processing
2) Reduction in paper work because of online formats for entering and retrieving information
3) Availability of timely, accurate information with detailed content and better presentation
4) Quicker response and follow-up with customers
5) Better monitoring and quicker resolution of queries from within and outside
6) Quick response to change in business operations and market consumption

7) Improved business processes providing a competitive advantage

8) Improved supply-demand linkage with remote locations and branches.
37

9) Unified customer database usable by all applications

10) Single write/validate, multi-read for data
11) Improved customer service and satisfaction
12) Increased flexibility in operations
13) Improved resource utility and reduced quality cost
14) Improved information accuracy.

CHAPTER 4

38

DATA ANALYSIS AND

INTERPRETATION

4.1.

The particular Brand preferred by respondents is given

in Table 4.1.
Sr.

Brand

No.

of Percentage

No.

Options

Respondents

prefer the brand

1.

Videocon d2h

40

33%

2.

Tata Sky

35

29%

3.

Airtel

20

17%

4.

Dish Tv

22

18%

5.

Others

3%

TOTAL

120

100%

Table 4.1: Brand Option Preferrence

39

Pie chart 4.1: Brand Option

Brand Option by Respondents

18%

3%
33%

17%
29%

ANALYSIS:
Out of total respondents, maximum i.e. 33% respondents think Videocon d2h is
more aggressive in market while 29% of respondents think that it is TATA SKY.
4.2. Consumer Awareness about DTH Service

Sr.

Brand

No.

of Percentage

No.

Options

Respondents

aware about DTH

service
1.

Videocon d2h

28

23%

2.

Tata Sky

25

21%

40

3.

Airtel

15

13%

4.

Dish Tv

20

17%

5.

Others

32

26%

TOTAL

120

100%

Table 4.2: Consumer Awareness

41

Consumer Awareness

28; 23%

32; 27%

25; 21%

20; 17%
15; 13%

Pie chart 4.2: Consumer Awareness

ANALYSIS:

42

Among all the services, majority of the respondents feel that Local services is
most popular as compared to any other service provider. After That Two name
are popular in market these are Tata Sky and Videocon d2h.

These two

companies are making their brand image by promoting and advertising their
brand in the market.

4.3

Brand Image among the respondents

Sr.

Brand

No.

No.

of Percentage

Respondents feel

for popularity of
the brand
1.

Videocon d2h

30

25%

2.

Tata Sky

45

38%

3.

Airtel

15

13%

4.

Dish Tv

25

21%

5.

Others

4%

TOTAL

120

100%

Table 4.3: Brand Image of Product

43

Brand Image
5; 4%
25; 21%

30; 25%

15; 13%
45; 38%

Pie chart 4.3: Brand Image

ANALYSIS:
It appears from the pie chart 4.3 that Tata Sky and Videocon d2h are the most
favourable brand in the market.

44

4.4 After Sales service of Company.

The Following Table shows that 33% respondents are quite satisfied as far as
after sales services of the company is concerned.

Sr.

Brand

No.

of Percentage

No.

Options

Respondents
satisfied
after

%
with

sales

services
1.

Videocon d2h

40

33%

2.

Tata Sky

35

29%

3.

Airtel

13

11%

4.

Dish Tv

17

14%

5.

Others

15

13%

TOTAL

120

100%

Table 4.4: After Sales Service

45

After Sales Service

15; 13%
40; 33%
17; 14%
13; 11%
35; 29%

Figure 4.4: After Sales Service

ANALYSIS:
People consider Videocon d2h and Tata Sky as reliable companies because of
their
Product, Brand name, and Previous experience. However, Their after sale service
appear to be marked as Poor :1, Average : 2, Good- 3, Excellent-4.

3.5 Outlet Merchandising in market

Sr.

Brand

No.Of

Percentage

No.

Options

Respondents

1.

Videocon d2h

30

25%

2.

Tata Sky

50

42%

3.

Airtel

15

13%

4.

Dish Tv

20

16%

5.

Others

4%

TOTAL

120

100%

Table 4.5: Outlet Merchandising

46

Outlet Merchandising
5; 4%
20; 17%
15; 13%

30; 25%
50; 42%

Pie Chart 4.5: Outlet Merchandising

ANALYSIS:
In Outlet Merchandising Tata sky is paying huge amount on advertising and In
shop Branding to promote the product. After that Videocon d2h is on Second
positioning for promoting.

47

CHAPTER 5
Summary & Conclusions

48

4.1. FINDINGS / RESULTS

The researcher has gathered information from different sources such as Dealers
and Distributers, Retail outlets, and others and furnish these as under :

4.11 RETAILERS
Belief:
Retailers contribute to the major portion of any market. Therefore, retailers are
good prospects for generate business volume. Retailers are quite busy with their
customers and other related work.
Facts:
Though some beliefs are found correct but observation show other side of the
curtain i.e.
i.

They sell product as per the demand of customer if Brand is available with
them.

ii.

Retailers give sufficient information if they believe in the work.

iii.

They promote that brand which is easily available and getting credit
facility from distributer.

iv.

A Regular visit of company representative, can help them to understand

new scheme on time and push more recharge coupon in the market.

4.12 WHOLE SALERS

Belief:
Wholesalers are believed to be among the busiest people in their works. They
are actively involved in pushing maximum connection, dispatching, billing etc.

49

Facts:
i.

Whole sellers are not ready when we approached spontaneously to

provide some information.

ii.

They provide sufficient information if they contacted when they have free
time.

iii.

Most of them were not really comfortable to give any sort of personal and
financial information.

iv.

These people run huge business so these are highly potential prospects for
any business.

4.2 Learning
4.21 BRAND Knowledge
1) It is found during research that 48 percent were lacking any sort of
knowledge and information about product information.
2) From the total 120 respondents, 60 respondents were satisfied with after
sales services of the company.
3) Tata sky have good penetration and strong brand image in the market.

4.22 PRODUCT Knowledge

1) 42 percent retailers dont have the knowledge of 4K Ultra HD channels

feature.
2) Company sales person should make the comparison chart and educate the
retailers.
3) Retailers must high light the USP to the customers.
4) Many respondents found saying Tata sky is fast moving among their
competitors.

4.3. SUGGESTIONS
1. The following advertising modes may be used for better impact

50

i.

Media Advertising - T.V Channels, Radio Stations, Internet pop-ups, Video

ii.

Clips during the intermission in Theaters.

Press Advertising - Leading News Papers like Times of India, Economic

iii.

Times, Hindustan Times, Indian Express and few local language newspapers.
Campaigning, Rallies, Sponsorships for the local institutional and social

iv.

events.
All these forms of advertising could be effectively used to create brand
awareness for Videocon d2h.

2. The company need to concentrate on service factors by hiring or recruiting

professional people for effective presentation and communication skills.
3. The company need to increase network and try to penetrate in un trapped
market.
4. Good amount of incentives may be given to retailers to make them perform
better.
5. Proper training facilities should be given to the new employees, which will help
them to get fair idea about the company and its policies.
6. Feedback should be taken from the present clients to know whether they are
satisfied or they have any problem regarding the terms and services. This will
certainly help to improve the overall performance of the company.
7. Special schemes like Lucky Draws, Trip to foreign countries; Attractive prizes
could be used for promotion.
8. Should develop the plans that are attractive. Also they should develop new
plans that are not launched by any other companies to take first launcher
advantage.

51