1

PROMOTIONAL STRATEGIES OF DTH SERVICES WITH

SPECIAL REFERENCE TO VIDEOCON

A PROJECT REPORT

Submitted for the partial fulfillment of the degree of

Bachelor of Commerce (Hons.)

Under the supervision of Submitted by

Dr. Akshay Satsangi Gaurav Bansal
B.com 5th
semester 082024

Faculty of Commerce

Dayalbagh Educational Institute

(Deemed University)Dayalbagh Agra-282110
2010-2011
 2

DECLARATION

I Gaurav Bansal, student of B.Com (Hons.), Dayalbagh

Educational Institute, Dayalbagh, Agra, Batch 2008-2011, Roll

No. 082024 hereby declare that the Industrial Project Report titled

“Promotional Strategies of DTH Services with Special

Reference to Videocon” is the outcome of my own research work

and the same has not been submitted to any university/institution

for the award of any degree or professional diploma.

Date ………April,2011 Gaurav

Bansal

B.Com Student

Faculty of Commerce
 3

CERTIFICATE

This is to certified that Mr. Gaurav Bansal, B.Com.

student in the Faculty of Commerce, Dayalbagh
Educational Institute [Deemed University] Dayalbagh,
Agra, has completed his Industrial project work under my
supervision during the session 2010-2011 entitled
“Promotional Strategies Of Dth Services With Special Reference
To Videocon” is his original work and fit for submission.

Date: …., April 2011 Dr. Akshay Satsangi

 4

ACKNOWLEDGEMENT

Any work is practically impossible without motivation, encouragement,

support and proper guidance; hence before presenting this small piece of research,
it is my pleasure to acknowledge my gratitude to those who have willingly offered
their active support in completion of the present work. First and foremost, I would
like to bent low at the lotus feet of almighty, without whose grace, this work would
have not been completed.

I feel great pleasure to acknowledge my deep indebtedness to my esteemed

supervisor, Dr. A.K Satsangi, Deptt. Of Management, faculty of Social Sciences,
DEI, for his kind guidance and motivation throughout the completion of the
research. It is no exaggeration to say that I would not have brought this Project
report without his personal encouragement and unstinted cooperation. I am
thankful to Dr. Sanjay Bhushan, (coordinator of the research work) faculty of
Commerce, DEI, for providing necessary facilities and proper arrangement,
required for the completion of this research work.

I express the deep sense of gratitude and appreciate the kindness of the people,
included in the sample, without their cooperation, it would have been impossible to
collect data. I am also thankful to the library staff of the faculty of Commerce and
central library of DEI, for furnishing necessary information time-to-time and
making the literature related to the field, available to me. I am also thankful to my
family and friends for supporting me in making of this project report.

Gaurav Bansal
 5

Table Of Contents
 6
Chapter Contents Page
Number number
1. CHAPTER 1: - INTRODUCTION & BACKGROUND (8-14)

• Introduction To Marketing

• Four P’s Of Marketing

• Promotional Strategies

• Forms Of Promotional Strategies

• Introduction To Videocon

• Major Achievements Of Videocon Industries Ltd

• Need Of The Study

• Objectives Of The Study

• Research Methodology
2. CHAPTER 2 : REVIEW OF LITERATURE (16-18)

3. CHAPTER 3 : ANALYSIS OF DATA (PRIMARY) (20-37)

4. CHAPTER 4: SECONDARY DATA (39)

5. CHAPTER 5 : CONCLUSIONS & (41-43)

RECOMMENDATIONS

• Findings

• Suggestions

• Conclusions
6. ANNEXURE (45-51)

• Customer’s Questionnaire

• Dealer’s Questionnaire

• References

• Broad Outline Of The Study

• Bibliography
 7

CHAPTER-1
 8

INTRODUCTION &
BACKGROUND

INTRODUCTION TO MARKETING

Marketing is the process by which companies create customer interest in goods or

services. It generates the strategy that underlies sales techniques, business
communication, and business development. It is an integrated process through which
companies build strong customer relationships and create value for their customers and
for themselves. Marketing is used to identify the customer, to keep the customer, and to
satisfy the customer. With the customer as the focus of its activities, it can be concluded
that marketing management one of the major components of business management.
Marketing evolved to meet the stasis in developing new markets caused by mature
 9

markets and overcapacities in the last 2-3 centuries. The adoption of marketing strategies
requires businesses to shift their focus from production to the perceived needs and wants
of their customers as the means of staying profitable. The term marketing concept holds
that achieving organizational goals depends on knowing the needs and wants of target
markets and delivering the desired satisfactions. It proposes that in order to satisfy its
organizational objectives, an organization should anticipate the needs and wants of
consumers and satisfy these more effectively than competitors. [1]

FOUR P’S OF MARKETING

1. PRODUCT: - Product is any offering made by the organization to provide

satisfaction to the customer. In other words product is anything buyer receives in
lieu of money, for the satisfaction of his needs and wants.

2. PRICE: - Determining price levels and/or pricing policies (including credit

policy) is the major factor affecting total revenue. Generally, higher prices mean
lower volume and vice-versa; however, small businesses can often command
higher prices due to the personalized service they can offer.

3. PLACE: - Place includes all those activities which makes product available to
the target consumers.

4. PROMOTION: - This marketing decision area includes advertising,

salesmanship and other promotional activities. In general, high quality
salesmanship is a must for small businesses due to their limited ability to advertise
heavily. Good yellow-page advertising is a must for small retailers. Direct mail is
an effective, low-cost medium of advertising available to small businesses.[2]
 10

PROMOTIONAL STRATEGIES
Effective product strategies for a business may include concentrating on a narrow
product line, developing a highly specialized product containing an unusual amount of
service. Promotion is a communicating tool of marketing mix to change the attitude and
behavior of consumer.

FORMS OF PROMOTIONAL STRATEGIES

1. ADVERTISING: - Non personal mass communication paid by identifies

sponsor.

2. PERSONAL SELLING: - Two way communication involving face to face

interaction between sales person and the customer.

3. PUBLICITY: - Negative or positive personal or non personal, non paid

stimulation of demand of products. Through publicity the image of organization
can be known.

4. SALES PROMOTION: - It includes all activities intended to supplement

advertising, personal selling and publicity. [3]
 11

INTRODUCTION OF VIDEOCON

The history of Indian Television dates back to the launch of Doordarshan, the country’s
national television network in 1959 when the transmission was in black & white. The 9 th
Asian games which were held in 1982 in the country’s capital New Delhi heralded the
mark of colour television broadcast in India.

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 China, Poland, Italy &
Mexico. It is an Indian multinational with interests in consumer electronics, home
appliances, colour picture tube glass, and oil & gas.
Actually 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 took over Philips color TV plant. In 2005, Videocon
took over 3 plants of Electrolux India and acquired.

Videocon holds the third position among the largest colour picture tube manufacturers in
the world. They occupy 21% of the Indian market with only LG and Samsung leading the
foray with 40% and 38%. the scope of business in the areas of LCD’s and plasmas is well
understood by the chairman Mr. V. N. Dhoot, thus Videocon has recently diversified into
the same.
 12

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.

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 manufacturers in the world.
• Manufactured India's first rust-free Washing Machine. [4]
 13

NEED OF THE STUDY

Due to technical fault, set top box got out of service and mismatching of channels
made Videocon DTH a faulty system. It was also reported that the volume get
mute after 5 minutes of starting the set and creating disturbance for
customer.

OBJECTIVES OF THE STUDY

 To study promotional strategies of Videocon.

 To analyze the impact of promotional strategies on consumers.

 14

RESEARCH METHODOLOGY
Data Collection:

 PRIMARY DATA:

Marketing personnel and HR personnel of concerned locations was approached to

obtain the information. It was collected by Questionnaire and Personal Interviews.

 SECONDARY DATA:

Internet, Articles from various newspapers and magazines, Company brochures,

literature and pamphlets.

SAMPLE SIZE

Sample size was taken on the basis of employees and customers.

Employees - 25

Customers - 50

SAMPLE AREA

Agra zone was taken as the sample area.

SAMPLING TECHNIQUE

Random sampling was conducted.

STATISTICAL TOOLS

The researcher had used the following statistical tools i.e.

A) Frequency Distribution

B) Weighted Average

C) Chi square test

 15

CHAPTER - 2

REVIEW OF LITERATURE
 16

REVIEW OF LITERATURE

AGARWAL AND RAO (1996)[5] stated brand equity as the total quality and
choice intention. In other words, brand equity can be said to be any asset or liability
connected to a brand name that adds or subtract value to a product. The definition
of brand equity can be widely classified into three perspectives i.e. it could be based
on financial perspective which stress the value of a brand to a firm, customer
perspective which sees brand equity as the value of a brand to consumers and a
combination of the two. Our present study will focus on consumers based
perception. Consumer based brand equity can be divided into consumer perception
i.e. (brand awareness, perceived quality, brand association) and consumers
behaviors (brand loyalty and willingness to pay a high.

SCHMITT (1999)[6] quoted that a brand should not just be an identifier, he went
further to say that a good image and name is insufficient; delivered experience is
also important. Schmitt (1999) has recommended that the brand has to be viewed as
an identifier where the logo, slogan, names forms a particular image and awareness
for the consumer and the brand has to be viewed as an experience provider where
the logo, slogan, names, event and contacts by consumer provides consumers
affective, sensory, lifestyle and create relation with the brand.

AAKER (1991 2002)[7] has classified Non- customer as those people who buy the
brands of competitors. Price switcher are the one which are sensitive to price.
 17

Passive loyal are those who purchase brand/product as a result of habit rather that
reason. Fence sitters are those that are indifferent between several brands.

LOW AND LAMB JR (2000) AND PRASAD AND DEV (2000) [8] Also adopted
four of Aaker (1991) component. They quoted the following components Brand
awareness, Perceived quality, Brand loyalty, Brand association.

KELLER (1993)[9] According to Keller (1993), consumer based brand equity

consist of two dimensions, brand knowledge and brand awareness.

COB-WALGREN ET AL (1995)[10] Based their study on customer based

perceptual measure of brand equity. They tested whether brand equity has an effect
on Brand perception, Intention, Attitude.

MIHIR DASH (2006) [11] stated that Even though there are several companies that
provide mobile telephone services, two companies, namely Airtel and Hutch, control
the student segment in Karnataka. In order to attract customers, both companies
offer several special promotional schemes, month to month. Some of
these promotional schemes are: unlimited free SMS, unlimited free outgoing calls
within home network, and full talk-time. The effect of these promotional schemes
has been large-scale brand-switching behaviour of customers. This study analyses
the extent of brand-switching in the mobile telephone services among students in
Bangalore, Karnataka. Using the Markov brand-switching model, the effect of each
combination of promotional strategies adopted by the two companies is analysed.
The optimal mixes of promotional strategies for the two companies are then found
using game theoretic techniques.
 18

MIHIR DASH & JACOB ALEXANDER (2010)[12] have quoted that the impact of
different promotional programs on the brand-switching behavior of
students with respect to premium flight services to determine the
'optimal promotional mix' that service providers should offer. This study
uses the Markov brand-switching model in combination with game theoretic
techniques to find the optimal promotional mixes of the two service
providers, based on the data collected by a sample survey of customers. The
results suggest that both the service providers should adopt a combination
of promotional offers, and indicate an asymmetric behavior in response
to promotional schemes of the providers. Sensitivity analysis showed that
the strategies were quite robust. The study provides marketers with a
systematic method for planning promotional mixes by taking
competitors' strategies into account. A possible approach would be to
estimate switching rates periodically and to update the optimal promotion
mix with the current data. In this way, the estimates would be more
accurate and any changes could be detected and incorporated into the
analysis. This would result in a more dynamic, reactive strategy.

NABANKUR GUPTA,(2004) [13] he stated that a multi-branding exercise, once

initiated, can bring about a substantial consolidation of the core brand.

RAM S. RAMSUNDAR,(2005)[14] he quoted that a well-segmented, focused

multi-brand approach makes sense - in the long run. Yes, in the short and medium
run, it is a cost, because you need to support each brand with just x amount of
money - the corpus gets spread over four brands, diluting the impact. But that's the
short-term view.

ROSEMARY THACKERAY & BRAD L. NEIGER(2006)[15]Stated that

Videocon Industries is a major player in the consumer durable goods industry.
The case traces the growth of the company and its efforts in fighting competition.
The case focuses primarily on the multi-branding strategy adopted by the
company. The case throws light on VI's brands that make up the company's
portfolio. It also brings out the positive and negative aspects of following a multi-
branding strategy. The case ends with a discussion on the future prospects of the
 19

company.

CARL L. HANSON & JAMES F. MCKENZIE[16] based their study on

second generation of Internet-based applications (i.e., Web 2.0), in which users
control communication, holds promise to significantly enhance promotional
efforts within social marketing campaigns. Web 2.0 applications can directly
engage consumers in the creative process by both producing and distributing
information through collaborative writing, content sharing, social networking,
social bookmarking, and syndication. Web 2.0 can also enhance the power of viral
marketing by increasing the speed at which consumers share experiences and
opinions with progressively larger audiences. Because of the novelty and potential
effectiveness of Web 2.0, social marketers may be enticed to prematurely
incorporate related applications into promotional plans. However, as strategic
issues such as priority audience preferences, selection of appropriate applications,
tracking and evaluation, and related costs are carefully considered, Web 2.0 will
expand to allow health promotion practitioners more direct access to consumers
with less dependency on traditional communication channels.

CHAPTER-3
 20

ANALYSIS OF DATA

(Primary)

ANALYSIS OF DATA
Q.1 Which DTH connections do you have?

DTH Brands % of respondents

Tata Sky 29%
Airtel 10%
Dish TV 14%
Videocon 25%
Others 22%
 21

fig.3.1

Interpretation
29% customers prefer tata sky as their dth service whereas only 10% are preferring
Airtel as their dth service.

Q.2 How many DTH service provider you know about?

DTH Brands No. of respondents

Tata Sky 33
Airtel 25
Dish TV 26
Videocon 27
Others 5
 22

Awarenessof customer about the dthproducts

35

30

Tata Sky
25
Airtel
20 Dish TV
Videocon
15
Others
10
d
p
n
e
s
t N
.fR
o

0
Different dthbrands

Fig.3.2

Interpretation
33 respondents out of 50 know tata sky more than the other dth brand while 27
respondents out of 50 knew Videocon dth.

Q.3 How did you come to know about that provider?

DTH Brands No. of Respondents

TV Ad 26
Newspaper 14
Hoardings 10
Retailers 9
Others 1
 23

Fig.3.3

Interpretation
26 respondents out of 50 know the dth brands by TV advertisement rather than other
source of advertisement.

Q.4 Whom do you consult to finalize the decision?

Consultants No. of respondents

Myself 13
Family 34
Friends 5
Retailers 4
Neighbours 4
 24

Fig.3.4

Interpretation
34 respondents out of 50 consult from their family while only 4 people take the
decision after consulting from neighbors and retailers.

Q.5 What are the factors which influenced you to buy the service of your
choice?

Influencing Factors No. of Respondents

Low initial price 10
Good clarity 16
Nice packages 23
Low monthly cost 9
Others 4
 25

Fig.3.5

Interpretation
23 respondents out of 50 are influenced by nice packages given by the company
whereas only 4 respondents are influenced by other factors.

Q.6 Which type of package do you prefer?

Package % of Respondents
Monthly 54%
Quarterly 17%
Half Yearly 23%
Yearly 6%
 26

Fig.3.6

Interpretation
54% respondents prefer monthly packages while only 6% respondents prefer yearly
package.

Q.7 Do you think your DTH provide value for money?

Response % of Respondents
Yes 96%
No 4%
 27

Fig.3.7

Interpretation
96% respondents say that there dth provide value for their money invested.

Q.8 Overall how would you rate your service provider?

Very Good Average Poor Very Weighted
good poor Average
Scale score
(5) (1)
(4) (3) (2)
No. of 35 108 45 2 0 3.8
 28

respondents

Interpretation
After analyzing the level, it is found that the customer response regarding
service provider is towards GOOD.

Q.9 Overall how satisfied are you with network service of your company?
Very Satisfied Neutral Dissatisfied Very Weighted
Satisfied Dissatisfied average
Scale score
(5) (1)
(4) (3) (2)
No. of 10 148 21 8 0 3.74
respondents

Interpretation
After analyzing the satisfaction level, it is found that the customer response
regarding network services is SATISFACTORY.

Q. Rank all the service provider as per your preference criteria?

TATA SKY

Ranks % of Respondents
1st RANK 34%
2nd RANK 28%
3rd RANK 22%
4th RANK 16%
5th RANK 0%
 29

Fig.3.8

Interpretation
34% respondents give first rank to tata sky as the best dth brand while no one gives
the last rank.

AIRTEL

Ranks % of Respondents
1st RANK 16%
2nd RANK 18%
3rd RANK 27%
4th RANK 33%
5th RANK 6%
 30

Fig.3.9

Interpretation
33% respondents think Airtel is not that good and give 4th rank while the least rank is
given by 6% respondents.

DISH TV

Ranks % of Respondents
1st RANK 16%
2nd RANK 26%
3rd RANK 32%
4th RANK 20%
5th RANK 6%
 31

Fig.3.10

Interpretation
32% respondents think dish TV deserves 3rd rank while only 6% respondents think
that it should be on 5th rank.

VIDEOCON

Ranks % of Respondents
1st RANK 26%
2nd RANK 27%
3rd RANK 29%
4th RANK 12%
5th RANK 6%
 32

Fig.3.11

Interpretation
29% respondents think Videocon dth is good on 3rd rank while only 6%
respondents think that it should be on 5th rank.

OTHERS

Ranks % of Respondents
1st RANK 8%
2nd RANK 2%
3rd RANK 2%
4th RANK 4%
5th RANK 84%
 33

Fig.3.12

Interpretation
84% respondents think that other dth brands are not so good except these
above shown brands.

DEALER’S QUESSIONAIRE ANALYSIS

Q.1 How many DTH brands are there in your shop?

No. of Brands % of Dealers

1 1
2 1
 34

3 7
4 11
<4 5

Fig.3.13

Interpretation
44% dealers keep four dth brands in their shop.

Q.2 Which is the fastest moving DTH brand from your outlet?

Product Brands % of Dealers

Videocon 20%
Tata sky 32%
Airtel 20%
Dish TV 28%
 35

Fig.3.14

Interpretation
32% dealers analyse Tata sky as there fastest moving dth brand whereas 20%
dealers sale Videocon dth as their second best dth brand.

Q.3 On which parameters a customer gives more importance while choosing a

particular brand?

Parameters No. of Dealers

Price 7
Quality 10
Brand name 6
Service 5
 36

Fig.3.15

Interpretation
10 dealers out of 25 analyse that customers give more preference to quality while
purchasing the dth product.

Q.4 Do customers ask for after sales service?

Response % of dealers
Yes 88%
No 12%
 37

Interpretation
88% dealers agree that customers ask for after sales service.

Q.5 When do the sales increases?

Occasions No. of Dealers

During Festivals 7
When gifts are offered 11
When prices fall 11
 38

Others 2

Interpretation
11 dealers out of 25 responded that sales increases when gifts are offered while 2
dealers responded that sales increases by other sources.
 39

CHAPTER -4

ANALYSIS OF DATA
(Secondary)

SECONDARY DATA
Secondary data was collected through:-

 BOOKS:

 Philip Kotler(2006): Marketing Management

 Kothari, M. (2008-09): Principles of Marketing
 40

 Beri, G.C. (2008): Marketing Research

 JOURNALS:
 Business India
 Business Analyst
 Competition Success Review

 MAGAZINES:

 India today
 Business line
 Outlook Business

 NEWSPAPERS

 The times of India

 Hindustan times
 The economic times

 WEBSITES
 www.wikipedia.com
 www.google.com
 www.scribd.com
 www.docstoc.com
 www.socialsciencesresearchnetwork.com
 www.videocondth.com
 41

CHAPTER-5

CONCLUSION &
RECOMMENDATIONS

FINDINGS
 42

1. The survey has been conducted taking into consideration all age
groups so that the preferences and criteria of total population can
be analyzed.
2. The total number of respondents is 50 and almost all the people are
aware and using different DTH brands.

3. Videocon and Tata Sky are more popular DTH brands than other
DTH brands.

4. People normally prefer to pay for the service either monthly or half
yearly.

5. People consult more with their family while making a decision to

purchase a particular DTH service
6. Reliability of Videocon DTH and Tata Sky are good in
comparison to other DTH brands.
7. Most of the people are satisfied with reasonable price and quality
of Videocon DTH.

8. Most of the people are aware about DTH services through

electronic media.

9. Nice packages are being given so that customers could be

attracted.

10. Quality is the most popular attribute of the electronic

product.
 43

SUGGESTIONS

1. VIDEOCON should increase its sales because it does not have good market

share in Agra region.

2. More detailed customaries service is to be provided.

3.The training to in shop demonstration should be given at frequent time

interval and feedback should be considered positively.

4.The company should look into the matter of person hiring for in shop
demonstration. A big VIDEOCON showroom should have at least 3 such kind of
person.

5. VIDEOCON should try new dealer who have the potential. So they can target
more market.

6.As there is a bottleneck competition between TATA SKY and VIDEOCON, it is

necessary to take measure steps to overcome the area of downfall in
VIDEOCON with respect to TATA SKY.

7.The marketing managers should make better relations with dealers and
reputation of the company.

8. Customer considers quality as their first preference, so the company should give
more stress on this.

9. The product is well aware in the market and now it should be on top of the mind
of customer. So company should always improve services and update their
technology.
 44

CONCLUSION

Agra market is still a virgin market for these techno- survey

Videocon products .Customers need to be made aware of the
productive usages of these products, if Videocon wants to target
untrapped market segments of urban customers . Also Videocon needs
to modify their advertising strategies in order to promote their DTH
products and services. Hence Videocon need to work upon the real
factor through dealer and retailer for an uninterrupted continuous
productivity in their products. This will make these products more
friendly and customized. Another important aspect which the company
should consider is that of providing post sales services. This in turn
could really help in booming up the sale for the company. Hence
Videocon will be able to win a major market share in between the
competitors.
 45

ANNEXURE
 46

CUSTOMER’S QUESTIONNAIRE

NAME- ___________________ AREA ____________________

(Please Tick the Suitable)

AGE OCCUPATION

0–15- ________ Service man- ________

15-30- _______ Businessman- _______

30-45- _______ Professional- ________

45 and above- ______ Others- ______

Q1)Which DTH connection do you have?

a) Tata Sky ----------- b) Airtel ---------------

c) Dish TV ------------- d) Videocon -----------

e) Others -------------

Q2) How many DTH service provider you know about?

a) Tata Sky ----------- b) Airtel ---------------

c) Dish TV ------------- d) Videocon -----------

e) Others --------------
 47

Q3)How did you come to know about that provider?

a) TV Ad -------------- b) News Papers -----------

c) Hoardings ---------- d) Retailers ---------------

e) Others -----------------

Q4)Whom do you consult to finalize the decision?

a) Myself -------------- b) Family ------------------

c) Friends\ Relatives --------- d) Retailers ----------------

e) Neighbors ---------------

Q5)What are the factors which influenced you to buy the service of your choice?

a) Low initial Price ---------- b) Good Clarity --------------

c) Nice packages --------- d) Low Monthly Cost ----------

e) Others

Q6)Which type of package do you prefer?

a) Monthly --------- b) Quarterly ------------

c) Half Yearly -------- d) Yearly --------------

Q7)Do you think your DTH provide value for money?

a) Yes ---------- b) No --------

 48

Q8)Overall, how would you rate your service provider?

a) Very Good b) Good c) Average d) Poor e) Very Poor

Why-------------------------------------------------------------------------------------------------------------------------
-----------------------------------------------------------------------------------------------------------

Q9)Overall, how satisfied are you, with network service of your company?

a) Very satisfied b) Satisfied c) Neutral d) Dissatisfied e) Very dissatisfied

Q10) Reason for the above answer

---------------------------------------------------------------------------------------------------------------------
---------------------------------------------------------------------------------------------------------------------
-------------

Q11) Whom do you think is the best DTH service Provider?

-----------------------------------------------------------------------------------------------------------------

Q12) Why
---------------------------------------------------------------------------------------------------------------------
---------------------------------------------------------------------------------------------------------------------
--------------------------------------------

Q13) Rank all the Service Provider as per your preference criteria? ( 1 to the first
preference and so on)

a) Tata Sky ----------

b) Airtel ---------

c) Dish TV --------
 49

d) Videocon --------

e) Others -----------

Dealer’s Questionnaire

Name and address of the outlet ________________________

________________________
________________________
Q1) How many dth brands are there in your shop?

a.) 1 b.) 2 c.) 3 d.)4 e.) <4

Q2) Which is the fastest moving dth brand from your outlet?
a.) Videocon b.) Tata Sky c.) Airtel d.) Dish TV

Q3) On Which parameters a customer gives more importance while choosing a particular
brand?
a.) Price b.) Quality c.) Brand name d.) Service

Q4) Do customers ask for after sales service?

a.) Yes b.) No

Q5) What is the feedback of customers related to Videocon dth?

a.) Very good b.) Good c.) Normal d.) Bad e.) very bad

Q6) When do the sales increases?

a.) During festivals ________ c.) When prices fall ________
 50

b.) When gifts and d.) Others _________

discounts are offered ______

RFERENCES

1. http://www.scribd.com/doc/38541493/Management-in-Managing-Brand

2. http://www.scribd.com/doc/38541493/Management-in-Managing-Brand

3. http://www.scribd.com/doc/38541493/Management-in-Managing-Brand

4. http://www.scribd.com/doc/38541493/Management-in-Managing-Brand

5. http://www.scribd.com/doc/38541493/Management-in-Managing-Brand

6. http://www.scribd.com/doc/38541493/Management-in-Managing-Brand

7. http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1472624

8. http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1472624

9. http://www.icmrindia.org/casestudies/catalogue/Marketing/MKTG116.htm

10.http://www.icmrindia.org/casestudies/catalogue/Marketing/MKTG116.htm
11.http://www.icmrindia.org/casestudies/catalogue/Marketing/MKTG116.htm
12.http://www.icmrindia.org/casestudies/catalogue/Marketing/MKTG116.htm

13. http://www.icmrindia.org/casestudies/catalogue/Marketing/MKTG116.htm

14.http://www.icmrindia.org/casestudies/catalogue/Marketing/MKTG116.htm
15.http://www.icmrindia.org/casestudies/catalogue/Marketing/MKTG116.htm
16.http://www.icmrindia.org/casestudies/catalogue/Marketing/MKTG116.htm
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BROAD OUTLINE OF THE STUDY

 CHAPTER 1: - Introduction
Background of Organization
Need of the study
Research Methodology

 CHAPTER 2: - Review of Literature

 CHAPTER 3: - Analysis of Data (Primary)

 CHAPTER 4: - Analysis of Data (Secondary)

 CHAPTER 5: - Conclusion and Recommendation

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 ANNEXURE: - Questionnaire
Bibliography

BIBLIOGRAPHY

 Marketing management: By Philip Kotlar

 The Practice of Management Drucker, Peter F. (1954)

 Promotional Strategies, Productivity, and Anderson, Eugene and Roland T.

Profitability. Rust

 Promotional strategies, Market Share, and Anderson, Eugene and Donald

Profitability R. Lehmann

 Business world

 Business today
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 Economics times News paper

 Times of India

 www.videocon.com

 www.google.com

 www.wikipedia.com

 www.scribd.com

 www.docstoc.com