A Report On
Market Developing of DTH Services
Submitted By:-
Bhuvaneshwar S. Kushwah
12BSP0292
Bharti Airtel Ltd. (DTH Division)
Contents Introduction 3 History of Airtel Digital T.V (DTH) 3 Hardware Information 4 How digital TV works 4 Objective of the Project 6 Methodology 7 Competitors of Airtel Digital T.V 7 Mystery shopping 9 Importance of mystery shopping 9 Half of the week I was visiting one Airtel digital T.V Outlet 9 Creating new outlet of Airtel digital T.V. (DTH) 10 Why we were targeting these shops? 10 Problems face by me during the task 10 (Sales Promotion event at courtyard) 10 Van Activity 11 Objective of company behind Van activity 12 Following are the location where I have done van activity 12 Limitations of the Van activity 13 What I learn during van activity? 13 References:- 14
Introduction Bharti Airtel Limited, commonly known as Airtel, is an Indian multinational telecommunications Services Company headquartered at New Delhi, India. It operates in 20 countries across South Asia, Africa and the Channel Islands. Airtel has GSM network in all countries in which it operates, providing 2G, 3G and 4G services depending upon the country of operation. Airtel is the world's third largest mobile telecommunications company with over 261 million subscribers across 20 countries as of August 2012. The Digital TV business provides Direct-to-Home (DTH) TV services across India under the brand name Airtel digital TV.
BCG Matrix for Bharti Airtel
Market Share
LOW
HIGH
Market Growth Rate
HIGH
LOW
Mobile Services
DTH & IPTV
Broad Band
History of Airtel Digital T.V (DTH)
Airtel digital TV is an Indian direct broadcast satellite service provider owned and operated by Bharti Airtel. Its satellite service, launched on 2008, transmits digital satellite television and audio to households in India. It uses MPEG-4 digital compression withDVB-S2 technology, transmitting using the satellite SES-7 108.2°E. Airtel Digital TV service was launched on 8 October 2008.
As of 13 December 2012, Airtel has total 304 Channels and Services including 17 HD channels.
Its primary competitors are cable television and other DTH service providers Reliance Big TV, DD Direct+, Dish TV, Tata Sky, Sun Direct, and Videocon D2H. It has a total subscriber base of 7.9 million as of 31 January 2013.
Information about Airtel Digital T.V
1. SD: - In this customer get standard definition set top box with free installation and universal remote.
2. HD: - In this customer get high definition picture quality or 7.1 doubly digital sound quality or latest MPEG-4 DVB-S2 technology video quality with free installation and universal remote.
3. HD+:- In this customer get HD set top box with extra feature USB port for recording unlimited in external device for example- in Pen drive or hard drive with free installation and universal remote.
4. HD DVR: - In this customer get extra feature in this set top box inbuilt memory comes from this can customer record anything whatever he wants with 700 hours recording space.
Hardware Information | How digital TV works | Your digital TV system receives signals directly from satellite through the dish, decodes it with the Set-Top Box and then sends stunningly clear picture and sound to your TV. | | | | * dish antenna | Digital TV gives you stunningly clear picture and sound. Your dish antenna intercepts digital signals from the satellite and then routes them to your Set-Top Box. | | * set-top box (STB) | Digital TV gives you stunningly clear picture and sound. Your dish antenna intercepts digital signals from the satellite and then routes them to your Set-Top Box. | | * front panel | You will see three indicator lights: | * Remote command light: Blinks when you press any key on remote. * Standby light: Red when Set-Top Box is plugged in but not on (standby), green when it is on * Message light: This will turn yellow when you have an unread message in your inbox. | * top panel | Some basic functions of the digital TV system can be operated directly from your Set-Top Box, in case you run out of remote battery | * Ok button: Press and hold for 3 seconds to see the main menu of digital TV. * 4 Arrow buttons: Press these to bring the mini Guide on screen. Now use left/right to change channels and up/down to change programme or see what’s coming up next. * Power button: Turn your Set-Top Box on and off. * Back button: Go to the previous channel or previous page in the electronic programming guide. | * view card: | Your digital TV view card holds the details of your subscription and allows you to access the channels you are entitled to, based on your subscription. Do not remove or reinsert the view card unless it is faulty or has expired. To ensure it functions properly leave the view card inserted in your Set-Top Box even while you are not watching television. | A word of caution: | * Don’t bend the view card. * Keep the card away from heat and sunlight. * Keep the card dry and never clean it with fluids. * Keep the card away from small children and pets. | the magic of universal remote | Your digital TV comes with a universal remote which manages both, TV and Set-Top Box. Imagine, just one remote! We have a TV button and one for the STB on your remote. Press TV on the remote control to switch control from your STB to TV and press STB to go back to controlling the STB. Now enjoy many amazing features with just a press of a button – from accessing your favorite channels to playing games. |
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Objective of the Project * To understand digital market and Airtel Digital T.V. (DTH) product. * To understand the effect of digitalization on DTH market. * Creating new outlet of Airtel Digital T.V (DTH) to expanding market. * To creating awareness of Airtel Digital T.V. (DTH) by doing market activity or to acquiring new customer and grab the markets share. * The main agenda of the project is to promoting the sale.
Methodology
* Visiting the Airtel Digital T.V (DTH) outlet for understanding the competition. * Going into the market and visiting mobile shops or electronic shops for opening new Airtel Digital T.V. (DTH) outlet. * Company Doing Van activity to create awareness of Airtel Digital T.V.(DTH) and form 1April as par the Government rules set top box(STB) is mandatory to get DTH services to gain the advantage of this we are offering special offer to the customer on the spot. * To promoting the sale by doing market activity as well as helping the dealer to increase the sale or acquiring new customer.
Competitors of Airtel Digital T.V 1. Tata sky: - TATA Sky is a direct broadcast satellite television provider in India, using MPEG-2and MPEG-4 digital compression technology, transmitting using INSAT 4A at 83.0°E. Incorporated in 2004, Tata Sky is a JV between the TATA Group and STAR.
2. Sun Direct: - Sun Direct is an Indian direct broadcast satellite service provider. Its satellite service, launched in 2005, transmits digital satellite television and audio to households in India. Sun Direct uses MPEG-4 digital compression technology, transmitting on INSAT 4B at 93.5°E. And MEASAT-3 at 91.5°E.]It is the country's first MPEG-4 technology DTH service provider.
3. Videocon D2H:- Videocon d2h is one of the largest Indian pay TV providers, providing direct broadcast satellite service including satellite television, audio programming, and interactive television services to commercial and residential customers in India. It uses MPEG-4 with DVB S2 digital compression technology.
4. DD Direct+:- DD Direct+ is an Indian free-to-air digital satellite television owned by Doordarshan, providing digital video and audio programming to households and businesses in India.
5. Dish T.V.:- Dish TV India Limited is an Indian company that provides direct-to-home (DTH) satellite television. Dish TV is a division of Zee Network Enterprise (Essel Group Venture). Dish TV India Limited is ranked # 437 and #5 in the list of media companies in the Fortune India 500 roster of India’s largest corporations in 2011.
6. Reliance Big TV:- Reliance Digital TV is one of the largest Indian pay TV providers, providing direct broadcast satellite service including satellite television, audio programming, and interactive television services to commercial and residential customers in India. It uses MPEG-4 digital compression technology, transmitted using MEASAT-3 91.5°east. It is the 5th DTH service launched in India.
7. Cable television: - Cable television is a system of distributing television programs to subscribers via radio frequency (RF) signals transmitted through coaxial cables or light pulses through fiber-optic cables. This contrasts with traditional broadcast television (terrestrial television) in which the television signal is transmitted over the air by radio waves and received by a television antenna attached to the television. FM radio programming, high-speed Internet, telephone service, and similar non-television services may also be provided through these cables.
First week of SIP
First day onward we got a task of mystery shopping to know the product of Airtel digital T.V. Mystery shopping
I went as a consumer to know the dealer preference and the competitor price strategy and as well as I understood the Airtel digital T.V. product or competition in DTH services area wise.
Location of mystery shopping:- 1. Maninagar 2. Juhapura
Importance of mystery shopping * Dealer preference: - As a customer I visited more than 20 dealer shops there was I understood how each and every dealer was selling different product to me.
* Competition in the market: - During mystery shopping I get to know how competition is going on in the market or each DTH service provider leading different area.
* Understanding the Airtel digital T.V. (DTH) product: - And as well as I was getting information about Airtel digital T.V. so this was great experience of mystery shopping.
Half of the week I was visiting one Airtel digital T.V Outlet
Objective of seating at outlet:- To understand how dealer handling the customer or keeping all the information about regarding how many recharge doing in day or how many new customer walk into outlet or which DTH service provider getting new customer. From this I learn how to deal with customer or I get more information about the Airtel digital T.V. or the process of making new customer.
Creating new outlet of Airtel digital T.V. (DTH) After understanding the product my next task is to go into the market search new area where the Airtel digital T.V (DTH) outlets do not exist. Our task is find this kind of location
Preferably following types of shops we were targeting for new outlet * Mobile and recharge shop * Electronic and T.V’s showroom shop
Why we were targeting these shops? * Not need to provide too much technical information. * Customer trust factor. * Easy to understand them. * They more close to consumer
Problems face by me during the task * Language barrier * Time problem * Location problem
(Sales Promotion event at courtyard) At the ending of the march company took a very important step to push the product in the market so company organized very important event for all the dealers.
Highlight of the event * Started with success story of Airtel digital T.V. (DTH) * To promote the sale company were giving especial offer to the dealer for instant making order * For Example: - If any dealer make an order of 25 kits he will get 5 kits bonus or it increase as per the order. * Company giving them extra coupon from this dealer can get extra discount on their order (but only for lucky winner get this discount offer). In this event dealer purchased a large quantity of Airtel digital T.V kit so dealer was so much worry how they will sell this product in the market so company took very important decision to support them company organized van activity for them and company point of view to increase the sale.
Van Activity Description of van: - The van was design very attractive with full equipment of battery for power supply with amplifier and tow speakers and 42 inches Plasma T.V. For giving live demo to the customer with HD STB.
Where we were doing activity? As per the instruction we were doing activity. Our team ready at 10.30 am daily to do activity every we get new location or dealer name and address so we have to go there and in front of the dealer shop we do van activity.
What we do in front of the dealer shop? We start with announcement of some especial offer giving by Airtel digital T.V. or dealer. And also we were giving live demo to the customer or we provide instant booking offer and collecting customer date.
Objective of company behind Van activity * Making brand image of Airtel digital T.V (DTH) * Creating awareness about the product * Helping to the dealer sale Airtel digital T.V * To increase the sale * To support dealer to sale the Airtel digital T.V (DTH) * To attract customer we offer various scheme. * For example: - If dealer giving one month free in 2200 Rs. with new connection we provide two month free. * Giving information about our product to the people. * If customers have any confusion about the Airtel digital T.V (DTH) product we make them understand.
Following are the location where I have done van activity * Chandkheada, * Vatva, * Bopal, * science City, * Godasar, * Ishanpur, * Krishna nagar, * Bapunagar * Thaltej, * Odhav, * Vastral, * Motera stadium Bus stand, * Ramnagar.
Limitations of the Van activity * Battery problem some time we to shut down our system * Signal problem with our live demo * Location changing problem * We cannot change our location one time if we set the dish * Each and every dealer want van after 4pm * Some time if we were getting residency zone so we could not operate music system loudly. * Limitation time permit till 8pm. What I learn during van activity? 1. During dealing with customer I understand how to deal with them. 2. Some work is not my responsibility but still I have to do some time. 3. How to differentiate our product from the competitor product. 4. How to solve the customer problem if they have. 5. The main thing is that some time I need to understand the Gujarati language. 6. How to co-ordinate with other people who involved in van activity.
The van activity done the whole month of April. We got good result till the mid of the April but at the ending of the month we were wondering because now summer is on fire so the public is not coming out from their house. This was leading us to end this event unsuccessfully. The last week of van activity had gone very poor response from the public due to summer.
Current working plan for 15 days
Location: - Maninagar
Shop Name: - Airtel Mini Store Now days I am going at Airtel mini store and the task is mine to handle the new customer or if any customer have any problem to regarding Airtel Digital T.V.(DTH) I solve their problems and also I am doing canopy activity to attract the customer new customer.
Objective:-
To convince the people Airtel is good DTH service provider
Solve the customer’s problems Giving information about the Airtel Digital T.V. to the every customer those were coming for any enquiry to post paid connection or any prepaid recharge.
Canopy activity at Bopal
3 to 4 days
Creating new outlet of Airtel digital T.V.(DTH)
References:- * www.airtel.co.in * http://www.airtel.in/digitaltv * Information provided by company guide
(Mr. Chintan Pandya, Mr. Hemendra Zala, Mr. Alpesh Jain) * Broachers of Airtel digital T.V. company
College Guide: Prof. Toby Mammen
Company Guide: Mr. Chintan Pandya 