To do comparative analysis of Recharge

satisfaction for different DTH players of India

 Product Availability
Dish TV Tata sky Big TV
Airtel Sun Direct Videocon

94%96% 96% 98%96% 96%

85% 90%
84%

57% 56%
39%
31% 28% 28%
20% 22% Availability is not an area of
6% concern

DELHI (150) HARYANA(50) PUNJAB(50)

DISH TATA AIRTE BIGTV SUNDI VIDEO

TV SKY L RECT CON

DELHI 141 144 128 86 47 59

HARYAN 48 45 42 10 3 14
A

PUNJAB 49 48 48 14 11 28
 Entry Offer
Dish Tv Tata Sky Airtel
Big TV Sun Direct Videocon

99% 98% 100%98% 98%

95% 94% 93% 93% 95% 96%
90% 91%
86%
73% •The awareness about entry offers is
67% 64%
60% limited in Haryana.

•In Delhi and Punjab, the scenario of

Dish TV dealers’ awareness is quite
fine

Delhi Haryana Punjab •Distributors need to be more in touch

DISH TV TATA AIRTEL BIG TV SUN VIDEOC with dealers, as they are the only
SKY DIRECT ON source of information
DELHI 134 136 127 80 46 53

HARYAN 35 42 40 6 2 9
A

PUNJAB 49 47 47 12 10 27
 Recharge Offer
Dish Tv Tata Sky Airtel
Big tv Sundirect Videocon

95% 99% 98% 95% 98% 94%

79% •Situation is not different from
Recharge offers

33% 36% •The company and distributors need to

be more active

0% 0% 0% 0% 0% 0% 0% 0% 0% •Close competition by Airtel in all three

states.
Delhi Haryana Punjab
DISH TV TATA AIRTEL BIG TV SUN VIDEOC
SKY DIRECT ON

DELHI 134 0 127 0 46 0

HARYAN 38 0 40 0 1 0
A

PUNJAB 48 0 45 0 0 0
 INFORMATION

COMPANY
CUSTOMER 20%
28%

DISTRIBUTORS
24%
NOT KNOW
20%
OTHER DEALER
8%
Mode of Recharge
 Dish Tv Tata Sky Airtel
Big TV Sun Direct Videocon DELHI

68%
62%
56% 57%
47%45%
37%
29% 31%
32% Frequent trouble complains in EPRS
19% 19%
recharge option, vouchers are
15%16%16%17% preferred over others that are not the
11%
0% case with other brands who use all
other options.
EPRS Voucher Oxygen

DISH TATA AIRTE BIG SUN VIDE

TV SKY L TV DIREC OCON
141 144 128 86 T 47 59

EPRS 41 53 40 16 5 0

VOUC 79 68 58 49 29 40
HER
OXYG 21 23 21 15 9 19
EN
 HARYANA
Dish Tv Tata Sky Airtel Big TV Sun direct videocon
67%
64%
60%
56%
49% 48%
43%
36% 33%
31%

20% 21% 20%

16% 14%
13%
10%

0%

EPRS VOUCHER OXYGEN

DISH TV (48) TATA SKY (45) AIRTEL (42) BIG TV (10) SUNDIRECT (3) VIDEOCON
(14)

EPRS 15 16 18 2 1 3

VOUCHER 27 22 20 6 2 9

OXYGEN 6 7 4 2 0 2
 Punjab
DISH TV TATA SKY AIRTEL
BIG TV SUN DIRECT VIDEOCOn

68%
61% 64%

48%46%
43%
40%42%
36%
Punjab Dealers are also facing same the
24%
21%
18% 18% problem in Dish TV with EPRS, that’s why
14% 14%13%13% 14%
they are try to avoid use EPRS and prefer
to voucher.

EPRS VOUCHER OXYGEN

DISH TATA AIRTEL BIG TV SUN VIDEO
TV 49 SKY 48 48 14 DIRECT CON
11 28

EPRS 12 19 20 3 2 4

VOUC 30 23 22 5 7 19
HER
OXYGE 7 6 6 6 2 4
N
 AVAILABILITY
YES NO NOT DEAL
82%

63%
57%

43% Dealer having availability problem

38% in Haryana.
23% •Situation is much better in Punjab
16%
8%
0% •Issues of dealers related to
vouchers need to be tackled
DELHI HARYANA PUNJAB immediately in order to get satisfied
set of dealers
DELHI HARYANA PUNJAB

YES 66 30 37

NO 49 18 7

NOT DEAL 26 0 4
 Problems
Confirmation SMS Late Recharge Voucher Not available
Frequent Change in offer Customer care
38%
34%
32%
26% 26%
24% 24% 23% 25%
20%
15% 16%
8%
3%
0%

DELHI HARYANA PUNJAB

CONFIR LATE VOUCHE FREEQU CUSTOM

MATION RECHAR RS NOT ENT ER CARE
SMS GE AVA. CHANGE
•Delay in getting confirmation sms is the
S IN biggest issue in Delhi
PRICE

DELHI 40 25 30 10 30
•Unavailability of Vouchers in Haryana is a
matter of concern
HRAYAN 11 12 18 0 7
A
•Punjab dealers is facing the problem of late
PUNJAB 10 13 1 6 10 recharge
 Extra Charges
Not any Idea
9%

No charges
Late charges
16%
38%

Downgrade
Charges
37%

•Dealers are aware about extra charge on downgrade of the plan, i.e. Rs 40.
They are also aware about extra charges for late recharge.
 Dish TV Tata Sky Airtel

DEALER FEEDBACK (TOP MOST RATING “EXCELLENT”) 90%90%

86%
78% 79%78% 80%

63%

46% 43%40%43%
36% 35%
28%
18% 14%
11%

Availability Offer Price Quality Customer Satisfaction After Sale Service

•Offers of Dish TV are better than other two

•Tata Sky is leading in case of quality, customer satisfaction, and after sale service

•Prices of different DTH brands don’t have much difference, they are almost same
 DELHI
Dish TV TATA SKY AIRTEL BIG TV SUNDIRECT VIDEOCON
69%66%

52%
43% 42%

28% 28%
23%26%25%
20% 20% 19% 20%
14%16% 16%15%
11% 9% 8%
7% 5% 5%
10%
3% 5%
0% 0% 0%

Weekly 2 weeks Monthly Any time No One Visit

DISH TATA AIRTEL BIG TV SUN VIDEO
TV SKY DIRECT CON
•Only 43% dealers weekly visited by local
WEEKLY 60 100 85 45 13 25 distributor

2 28 20 20 20 12 15 •Tata Sky and Airtel dealers are much

WEEKS
satisfied in this case
MONTH 15 13 10 17 13 11
LY

ANYTIM
•Interaction is lacking, which ultimately
10 7 7 04 0 2
E fading the image of Dish TV for dealers, and
NO ONE 28 0 6 14 7 6 then customers as well
VISIT
 HARYANA
WEEKLY 2 WEEKS MONTHLY ANY TIME NO ONE COME

73% 76%
67%

42% 40%
33%
29%
23% 21% 22% 20%20% 21% 21%
19%
14% 14%
10% 10% 10%
4% 4% 5%
0% 0% 0% 0% 0% 0% 0%

DISH TV TATA SKY AIRTEL BIG TV SUNDIRECT VIDEOCON

DISH TATA AIRTEL BIG TV SUNDI VIDEO

TV SKY RECT CON •42% dealers weekly visited by distributors in
WEEKLY 20 33 32 1 0 4
Haryana

2 WEEKS 11 10 8 2 0 3
•Strong competition by Tata Sky and Airtel
Digital
MONTH 5 2 2 2 1 2
LY •Due to frequent visit of distributor of other
brand it affects our market share. Dealers
ANYTIM 2 0 0 4 0 3
E take more interest in other brands in Haryana
upcountry.
NO ONE 10 0 0 1 2 2
VISIT
 PUNJAB
67% DISH TV TATA SKY AIRTEL BIG TV SUN DIRECT VIDEOCON
58%
52%

38%
34% 34% 33%
31%
28%
23% 21%
20%
18% 18%
11% 10%11% 12% 11%
7% 6%
4% 2%
0% 0% 0% 0% 0% 0% 0%

WEEKLY 2 WEEKS MONTHLY ANYTIME NO ONE COME

Airtel distributer is most frequent visitors in Punjab.

In Punjab Dish TV dealers refrain from visiting outlets in case is opposite for Airtel and
Tata Sky.
 DELHI
Dish TV TATA SKY AIRTEL BIG TV Sun Direct Videocon

31% 20% 5%
93% 23%
83% 34% 22% 6%
39%
91% 30% 3%
60% 4%
87% 38%
6%
90% 31%
89%
92% 29% 7%

Leaflet Danglers Glowsign standees

DISH TV TATA SKY AIRTEL BIG TV SUN DIRECT VIDEOCON

LEAFLET 130 129 111 78 39 55

DANGLERS 41 45 48 26 16 18

GLOW SIGN 126 87 50 19 11 12

STANDEES 10 4 5 3 3 3
 HARYANA
DISH TV TATA SKY AIRTEL

86% 10% 12%

89% 7% 4%

15%
92% 10%

Leaflet DangleRS Glow sign

DISH TV TATA SKY AIRTEL

LEAFLET 44 40 36

DANGLERS 5 3 4

GLOWSIGN 7 2 5
 PUNJAB
Dish TV Tata Sky Airtel Big tV Sun direct Videocon

21%
68% 36% 17%
7%
83% 49% 21%
17%
54% 14%
59%
83% 40% 8%

61% 4%
33% 92% 2%
2%
56% 4%
8%
Leaflet danglers Glowsign standees
DISH TV TATA SKY AIRTEL BIG TV SUN DIRECT VIDEOCON

LEAFLET 27 28 39 15 10 19

DANGLERS 4 15 19 4 2 10

GLOWSIGN 44 27 23 2 2 6

STANDEES 2 1 1 1 1 6
What other brands do better than Dish TV
 Better than Dish TV

After sale service

Customer care
28%
35%

service
Insatllation
23%
14%
Customer Care:-

1)They don’t get their complaints resolved in one time, they have to call twice or thrice for that,
which is not the case with other DTH brands.

2) One of the biggest problems of Dish TV is its Customer Care and Customer Service which is
definitely not up to the mark. The CC executives lack professionalism in their attitude and after-
sales support in certain areas are allegedly poor.

Installation
1)Dish TV don’t have its own engineers like other brands, especially Tata Sky and Airtel Digital. It
creates problem at the time of installation because the engineers available at that time, not
able to install it properly

2)Dish TV charge extra charges for installation, whereas there are no such extra charges in case
of other brands.

3)The customers don’t get proper demonstration of the product

Services:-
1)Dish TV dealers don’t have any toll free number to register their complaints like other brands.

2)Dealers have SMS facility also to get information, or register their complaints, which is also
chargeable i.e., Rs.3 per sms.
After Sale service
1)The dealers don’t get proper demonstration of the product, the demo is being provided only
at the time of installation. In case dealer is having problem, he don’t get proper response even
after being informed.
2)The quality of Dish TV set top box is also not up to the mark, as per the complaints we are
getting regarding it.
3)In case there is any complaint regarding improper working of set top box to Dish TV, it’ll take
so much time to resolve the complaint of the customer. At the same time, the approach is first
to repair the set top box, and in case it is not possible to repair it, then the replacement is made.
Whereas in case of Tata Sky customers, they immediately replace the set top box without
making any efforts to repair it.

4)Dish TV dealers are also facing problem when they recharge through EPRS, they get late and
unclear confirmation. Whereas in case of Tata Sky and Airtel Digital, dealers get immediate
confirmation with the name of customer mentioned in the text message.
 LIKING IN DISH TV
OFFER PRICE EVERTHING OK NO comment
52%

35%
30% 31% 31% 31%
29%
22%

12% 10%
8% 8%

DELHI (141) HARYANA(48) PUNJAB(49)

OFFER PRICE EVERTHINH OK NO COMMENT

DELHI 49 31 17 43

HARYANA 25 15 5 4

PUNJAB 15 14 4 15
 Better Recharge facility
DELHI HARYANA PUNJAB
42%
39%

31% 31% 30%

29%

21% 20%
18%
16%
14%
8%

QUICK RECHARGE CONFIRMATION SMS SUPPORT NO COMMENT

QUICK RECHARGE CONFIRMATION SMS SUPPORT NO COMMENT

DELHI 23 55 20 43

HARYANA 15 20 10 4

PUNJAB 15 14 5 10
 TYPES OF OUTLET
DELHI HARYANA PUNJAB

100%

60%
56%
50%
44%

0%

CONSUMER DURABLE RECHARGE OUTLET

Haryana :- All are consumer durable

PROBLEMS AND RECOMMENDATION
NON AVAILABILITY OF VOUCHERS
Approximately 40% of dealers were facing this problem.
This seems to be en-cashed by its competitors , who ensure high
availability of all the product in the market virtually all the time.

Recommendation

The company requires to ensure high availability and

better inventory management of the Vouchers to
serve the dealers’ needs better.
PROBLEM IN EPRS RECHARGE PROCESS
 Late recharge

 Not clear confirmation SMS to customer or dealer

 Vouchers are preferred over others that are not the case with other brands
who use all other options. Availability of voucher is another issue in Dish TV.

RECOMMENDATION
Improve processes and techniques: In order to make recharge or
activation process more transparent and user friendly, the EPRS
technology needs to be upgraded consistently
CUSTOMER CARE IS NOT UPTO THE MARK

Dish TV is its Customer Care and Customer Service which is definitely not
up to the mark. The CC executives lack professionalism in their attitude.

RECOMMENDATION
Call Monitoring and Recording:- This technology helps to improve the overall customer
service by remote call monitoring, live monitoring, order entry, call history and 100% call
recording and management.

 Toll Free number: Provide Toll free number.

INSTALLATION

Many dealers say they recommend Tata Sky and Airtel

because they get the installation done much faster in
comparison to Dish TV. With Dish, it takes up to 3-4 days
sometimes.

RECOMMENDATION
 Proper communication between dealers and installation
team.
 Set standard time for installation.
Frequent changes in price of packages:-

Dish TV changes the price plans and offers more frequently as compared to
other DTH providers. This along with improper communication confuses
customers which beings down the consumer satisfaction levels.

RECOMMENDATION

Standardized the price plans and avoid frequency changing in

price.
 Should pre inform the customers about the offers and changes
well in advance. This in a way, I feel would create more brand
loyalty and preference
Due to the bad EPRS system of Dish TV, they are not able to recharge higher amount and as
they face such problems frequently, they try to recommend other DTH brands to their
customers. (Punjab)

The dealers mostly prefer to sell Tata Sky and Airtel because their installation system is very
fast. Also if dealers are committed to their customers regarding any specific time limit, the
other DTH brands never let them feel down, which helps the dealers to keep good relation
with their customers. ( GURGAON)

The dealers generally sell recharge vouchers of Tata sky worth Rs 1lac per month, but in case
of Dish TV they only sell vouchers worth Rs 5-10k. The main reason behind it is lack of
availability and also poor EPRS system. It took long time to recharge. So dealers push its
customer towards Tata sky and Airtel Digital. (DELHI)

There has been problem on the behalf of the distributers front, distributer have been setting
there own price and negotiating according, this has been matter of loss for the dealers in
most the case the profit got is not up to the mark. (Haryana)
BY RAJIV KUMAR SINHA GALGOTIAS BUSINESS SCHOOL