COMPARATIVE ANALYSIS ON

DTH RETAIL VISIBILITY OF BRAND AND

PRODUCT IN NCR

Submitted in the partial fulfillment of the requirements for

Post Graduate Diploma in Management (PGDM)

By

Ashish Ramachandran

Class of 2008

Bharatiya Vidya Bhavan’s

Usha & Lakshmi Mittal Institute of Management

Copernicus Lane, Kasturba Gandhi Marg

New Delhi

July 2009
1
 Acknowledgement

Encouragement motivates a person towards one's aim while guidance helps one to achieve it.
Both encouragement and guidance take one towards success in one's Works. It would be difficult
and almost impossible to achieve excellence without the blessings of God above and of elders.

I also owe my sincerely thanks to the authorities of the Marketing (BTL) Department, Dishtv
India Ltd, Noida for providing me the environment for learning and extending to me their
library. I express my profound gratitude to Mr. Dhiraj Kapur, Associate Vice President (BTL-
Marketing) for his valuable guidance and help.

I wish to express my heartfelt appreciation and accord my deep sense of gratitude to Mr. Nikhil
Jain, Assistant Manager (BTL Marketing) and Ms Aaratrika Singh, Marketing Head (Delhi &
Central Zone) , for his inspiring guidance, constructive criticism, unlimited interest and
innovative ideas throughout the pursue of this manuscript.

ASHISH RAMACHANDRAN Signature---------------------------

Date --------------------------------

2
 Certificate of Originality

I --------------------------------------------------- Roll No -------------- Class of 2008, a full time

bonefide student of first year of Post Graduate Diploma in Management (PGDM) Programme of
Bharatiya Vidya Bhavan’s Usha and Lakshmi Mittal Institute of Management, New Delhi hereby
certify that this project work carried out by me at

--------------------------------------------------------------------------------------------------------------------
--------------------------------------------------------------------------------------------------------------------
-------------------------------------------- and the report submitted in partial fulfillment of the
requirements of the programme is an original work of mine under the guidance of the industry
mentor
--------------------------------------------------------------------------------------------------------------------
---------------------------------------and faculty
mentor------------------------------------------------------------------------------, and is not based or
reproduced from any existing work of any other person or on any earlier work undertaken at any
other time or for any other purpose, and has not been submitted anywhere else at any time

(Student’s Signature)

Date: July 09, 2009

(Faculty Mentor’s Signature)

Date: July 09, 2009

3
Executive Summary

4
Dish Tv is India’s largest direct-to-home company. In fact DTH service was launched back in 2004 by
launching of Dish TV by Essel Group's Zee Entertainment Enterprises.

The project is a need based project as the company never did a retail audit since its existence.

After 3 more DTH companies entering into the market to make it a five player competitive industry, the
company felt the need to go for a retail audit to primarily check the visibility of its brand and product in
the Top 7 trade markets in India.

Dishtv also wanted to replace all the old retail branding assets in the market with the new branding
elements and also check the brand recall among DTH retailers.

CONTENTS

5
Chapter Particulars Page No.
No.

1. Intoduction to 1

1.1 DTH service 1

1.2 Company Profile 2-6

1.3 Marketing function at Dishtv 6-9

1.4 The project 10-19

1.5 The Branding elements 19-43

2. Research Methodology 44

2.1. Formulating the problem 44

2.2 Designing the strategy 44

2.3 Sample size 44-45

2.4 About the questionnaire 45-46

2.5 Difficulties faced 46

2.6 Limitation 46

3. Analysis and Interpretation 47

3.1 On-shop Brand Visibility 47-55

3.2 In-shop Brand Visibility 56- 58

3.3 Product details 59-65

4. Result and Recommendations 66

4.1 Observation 66

4.2 Findings and analysis 67

4.3 Recommendation 68

5. References 69

6. ANNEXURES 70

6
Objective

Comparative analysis on DTH Retail visibility of brand and product within NCR (Delhi zone).

i. To understand the assets availability and presence at the given Shops (Dishtv

V/S competition).

ii. To check the quality of installation of the assets

iii. Monitoring the asset loss.

iv. Check Old and New Asset with all 3 old logo(L1,L2,&L3) and Latest logo(L4)

v. Top of mind-GSB creative (dish v/s competition)

7
 vi. Audit the internal Point of Sale(POS) element. (dish v/s competition)

vii. Product availability(dish v/s competition)

viii. Product visibility

ix. Top of the mind Brand.

x. Brand Recommendation and why?

xi. Suggestion and Remark by the retailer

1. INTRODUCTION TO:

DTH Service

• What is DTH Service?

DTH stands 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 operator and puts

the broadcaster directly in touch with the consumer. Only cable operators can receive satellite

programmers and they then distribute them to individual homes.

8
 • What are the components of DTH service?

A DTH network consists of a broadcasting centre, satellites, encoders, multiplexers, modulators and DTH

services.

• How does DTH work?

A DTH service provider has to lease Ku-band transponders from the satellite. The encoder coverts the

audio, video and data signals into the digital format and the multiplexer mixes these signals. At the user

end, there will be a small dish through the small dish antenna. A set-top box, unlike the regular cable

connection, decodes the encrypted transmission.

• How does DTH really differ from cable TV?

In DTH TV channels would be transmitted from the satellite to a small dish antenna mounted on the

window or rooftop of the subscriber’s home. So the broadcaster directly connects to the user.

DTH can also reach the remotest of areas since it does away with the intermediate step of a cable operator

and the wires (cables) that come from the cable operator to your house.

DTH offers better quality picture than cable TV. This is because cable TV in India is analog. Despite

digital transmission and reception, the cable transmission is still analog. DTH offers stereophonic sound

effects.

Apart from enhanced picture quality, DTH also allows interactive TV services such as movie-on-demand,

Internet access, video conferencing and e-mail. DTH will not be able to be an alternative to cable if the
9
initial investment is more than that for the cable. DTH requires initial investment for both a dish antenna

and a TV set-top box.

Also, with DTH, user can scan nearly 700 channels.

1.2. Company profile:

The Essel Group is one of India's prominent business houses with a diverse portfolio of assets in media,

packaging, entertainment, technology-enabled services, infrastructure development and education..

Subhash Chandra is the founder Chairman and the chief architect of the Essel Group of companies. The

success of all his businesses is an illustration of his pioneering spirit and strong business acumen. Under

his leadership, Essel has grown into one of the largest entities and a symbol of Indian ingenuity and

power. Dish TV is an Essel Group venture.

Dish Tv is India’s largest direct-to-home company and part of india’s biggest conglomerate, Essel group.

Infact DTH service was launched back in 2004 by launching of Dish TV by Essel Group's Zee

Entertainment Enterprises. DishTv is on the same satellite where DD Direct+ is. Dish TV starts its service

in Pakistan with the collaboration of Budget Communication; Dish Tv is also in Srilanka, Nepal and

Bangladesh.

10
 • lineage:

Dishtv is an Essel Group venture. Essel Group has a vast range of national and global business interests

that include media programming, broadcasting & distribution, specialty packaging and entertainment. The

businesses have close synergies in the areas of content, distribution and infrastructure.

Continuing with the same path-breaking tradition, the group now brings Dish TV as a new era of digital

quality TV viewing.

• board of directors:

• Subash Chandra Chairman

• Jawahar Lal Goel MD

• Ashok Kurien Director

• B.D. Narang Independent Director

• Arun Duggal Independent Director

• Pritam Singh Independent Director

• Eric Zinterhofer Independent Director

• Jagdish Patra Company secretary

• market scenario:

The category has expanded by 34% in 2008 while the company has achieved a market share of 47% in

2008.

11
As the country readies for a hectic phase of digitization, DTH revenues are estimated to gro exponentially

to a staggering 200,000 million in FY12. The demand will be boosted by India’s consumption boom and

rising disposable incomes, specially on non-food otems and leisure.

• success factors:

• First Mover Advantage: The early penetration is a big advantage. The initial 1 million subscribers

came on board during the early days at a comparitve lower acquisation cost, which is one of the

biggest cost heads for any DTH platform.

• Largest width: Dish TV has the lagest width among all as it has more than 400 channels on its

platform.

• Entertainment expertise: With its Zee association, the group can boast of end to end from content

creation to distribution. Further Dish Tv has led from front by bringing new age features, like

Movie on Demand, Sports Active, News Active, gaming etc.

• Technology: Dish TV has set benchmarks when it comes to technology. In a first and only one of

its kind in India, passengers of Kingfisher Airlines can now view television channels. It is the

only platform to offer TV viewing through its mobile dish product thst has created the possibilty

for consumers to vie live entertainment on the move- in ships, in cars and now in indian railways.

• Brand: Brand dishtv is a very salient and respected brand visible across all media in the country.

In a true essence of a leader, it has made constant efforts to educate it customers about the DTH

technology.

• Infrastructure: From building of transponder capacity and strengthening its backend and IT

infrastructure, to a vast distribution presence across the country, a consumer facing front and back

ane service network, dishtv has built it all to scale upto market needs.

12
 • Packages to suit every palate : recognising the vast differences in tastes and pocket sizes of

different consumer segments, content has been aggregrated and classified into 4 different

packages. The MAXI, WELCOME, FREEDOM PLUS and FREEDOM [ackages along with

language pick options ensure that the same platter is not served across regions, but is customised

to respective likes and wants. While the Maxi and welcome packs are price drivers, the value

pack offerings in freedom and freedom plus packages are volume drivers that ibspire new

subscribers to come on board through a low price point and basic channel offering.

• VAS: It is a very potent arsenal in the dishtv armoury to inspire adopton as well as drive up

ARPUs. While services such as gaming, movie on demand etc are already available, new strides

have been made into unexplored genres like astrology and education.

• sales and distribution:

By 2008 company reached 5200 towns and over 45000 retail outlets. It also established 18 offices abd a

nationwide supplychain through 18 warehouses. Distribution is a key strength and a differentiator.

• services:

The company has set up a mammoth service infrastructure of over 25000 direct and indirect personnel

along with 1600 customers service executives based in 9 locations, speaking 11 languages to understand

subscriber’s needs.

13
1.3. Marketing function at Dishtv

Dishtv being a technology based Service Company uses various extensive promotional tools to reach out

maximum people in and outside India.

Promotion can be loosely classified as "above the line"(ATL) or "below the line"(BTL).

What is above the line marketing?

Planning and executing all the Promotional activities carried out through mass media, such as television,

radio and newspaper, are classed as above the line promotion.

• What is below the line marketing?

The terms "below the line" marketing or communications, refers to forms of non-media communication,

even non-media advertising. Below the line promotions are becoming increasingly important within the

communications mix of many companies,

These are the important two types of marketing activities taking place in Dishtv .

"Through the line" refers to an advertising strategy involving both above and below the line

communications in which one form of advertising points the target to another form of advertising thereby

14
crossing the "line". An example would be a TV commercial that says 'come into the store to sample XYZ

product'. In this example, the TV commercial is a form of "above the line" advertising and once in the

store, the target customer is presented with "below the line" promotional material such as store banners,

competition entry forms, etc.

• Above the line sales promotion

Above the line is a type of advertising through media such as TV, cinema, radio, print, banners and search

engines to promote brands. Major uses include television and radio advertising, web and Internet banner

ads. This type of communication is conventional in nature and is considered impersonal to customers. It

differs from Below the line advertising, which believes in unconventional brand-building strategies, such

as direct mail and printed media (and usually involve no motion graphics).

For Dishtv the definition of the line is "their floor space" where they convert footfall to purchase. Loosely

put, everything done prior to a customer's actual entry into a retail outlet is ATL for some retailers, as

they define shop-floor activities as the true BTL set of activities which decide on which brand sells

eventually.

• Below the line sales promotion

Below the line sales promotions are short-term incentives, largely aimed at consumers. With the

increasing pressure on the marketing team to achieve communication objectives more efficiently in a

limited budget, there has been a need to find out more effective and cost efficient ways to communicate

with the target markets. This has led to a shift from the regular media based advertising.

15
In other words, below-the-line sales promotion is an immediate or delayed incentive to purchase,

expressed in cash or in kind, and having only a short term or temporary duration.

Below the Line uses less conventional methods than the usual specific channels of advertising to promote

products, services, etc. than Above the Line strategies. These may include activities such as direct mail,

public relations and sales promotions for which a fee is agreed upon and charged up front. Below the line

advertising typically focuses on direct means of communication, most commonly direct mail and e-mail,

often using highly targeted lists of names to maximize response rates. Another interesting and very

effective BTL is Ssop Intercept.

• What is Ssop intercept in Dishtv’s BTL marketing?

Trained sales personnel, often young women, (so-called Inshop demonstrators ) are deployed at Retail

Stores, near the shelves of targeted products. These young women convince customers visiting these

shelves about the better aspects of their brand compared with others. This is ideal for new launches as it

generates trials, which if successful result in repeat sales. In addition,above the line is much more

effective when the target group is very large and difficult to define. But if the target group is limited and

specific, it is always advisable to use BTL promotions for efficiency and cost-effectiveness.

• Methods of below the line sales promotion

a) Price promotion

Price promotions are also commonly known as" price discounting". These can be done in two ways:

A discount to the normal selling price of a product, or

More of the product at the normal price

Price promotions however can also have a negative effect by spoiling the brand reputation or just a

temporary sales boost (during the discounts) followed by a lull when the discount would be called off.

16
 b) Coupons

c) Gift with purchases, also gifts certificates

d) Competitions and prizes

This is an important tool to increase brand awareness amongst the target consumer. It can be used to boost

up sales for temporary period and ensure usage amongst first time users.

e) Money refunds

A customer receives a money refund after submitting a proof of purchase to the manufacturer. Customers

often view these schemes with some suspicion – particularly if the method of obtaining a refund looks

unusual or onerous.

f) Frequent user/loyalty incentives

g) Point-of-sale(POS) displays

POS includes all the in shop branding done inside a retail store like posters, banners, leaflets etc

1.4. About the project

Comparative analysis on DTH Retail visibility of brand and product.

Now for that we must understand few important things:

a) What is a Brand?

A brand is a name or trademark connected with a product or producer.

People engaged in branding seek to develop or align the expectations behind the brand experience,

creating the impression that a brand associated with a product or service has certain qualities or

characteristics that make it special or unique. A brand is therefore one of the most valuable elements in an

advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace.

b) What is a Product?

17
It is a thing or a substance produced. In dishtv the product would mean the Set Top Box, Recharge

Coupons and the Demo Connections.

c) What did Dishtv mean by Visibility?

Visibility is a function of persistence, precision and repetition - Your message needs to be heard

repeatedly to rise above the background noise of daily business. Brand Visibility means how much

repetition a brand makes in terms of eyeball contact. It refers to the promotional elements that are there in

the market which makes it a visible brand .

d) What is retail visbility.

Visibility at retail trade market for a particular brand or a product.

Futhermore the project was for BTL marketing therefore all the elements that are used for branding had to

be taken into consideration. INSHOP and ONSHOP brand visibility along with Product visibility of

dishtv was to be compared with all other DTH brands.

Elements that were considered for comparing the Inshop branding were:

I. Vinyl Sunboard

II. Oneway Vision

III. POS elements like: Posters , Leaflets, Danglers, Shelf strip, Shelf tape, Shelf Triangular, Dummy

Boxes, Buntings, Foam Banners etc

Elements that were considered for comparing Onshop Branding were:

I. Glow Sign Board(GSB)

18
 II. Non-Lit Board(NL Board)

III. Flange

We took a list from the company of those retailers where in past 2 years GSB were installed.

We look a list of GSB installed Shops because GSB has the most Visible element of a brand.

• Understanding the Objectives

There are 11 objectives in this project and for each objective there had to be a question in the

questionnaire. Each objective have to be understood properly and a thorough knowledge about the Retail

Branding element

xii. To understand the assets availability and presence at the given Shops (Dishtv V/S competition).

Firstly it is important to know the assets, when it comes to BTL promotion. Assets include:

All the On-shop and In-shop branding elements as discussed earlier .

Secondly it is important to understand, what does availability here mean? Availability here is referred to

weather the asset is installed or not.

xiii. To check the quality of installation of the assets.

Here it is important to understand what is this quality of installation? Actually it refers to the state in

which the asset is present there, weather it is properly installed or dislocated or has a torn flex or damaged

due to some other reason.

xiv. Monitoring the asset loss.

19
 Now, how to monitor the asset loss? Those shops where the assets were not found even when they were

installed by the company have to be registered as Loss of Asset at that particular counter.

xv. Check Old and New Asset with all 3 old logo(L1,L2,&L3) and Latest logo(L4)

xvi. Top of Mind GSB creative.

xvii. It is to see the recall of the creative on a particular glow sign board by the retailer who has an eye

contact with a particular GSB from the day it is installed.

xviii. Audit the internal Point of Sale(POS) element.

xix. Product availability

To check the product availability, understanding of the products is necessary. The physical products of a

DTH Brand are Set Top Box (STB) and Recharge coupons (RC). Information about the availability of

STB and RC would solve the objective.

xx. Product visibility

It refers to the hardcore demo connections and the quality of its installation i.e. weather a demo is there at

the counter and if its there weather its on TV or LCD. This will help in knowing the percentage share of

Dishtv Demo

xxi. Top of the mind Brand

In terms of brand exposure, companies want to look for high levels of unaided recall in relation to their

competitors. The first recalled brand name (often called "top of mind") has a distinct competitive

advantage in brand space, as it has the first chance of evaluation for purchase..

xxii. Brand Recommendation and why?

To know which brand is recommended max. by the retailers and what is the USP of the brand being

recommended

Suggestion and Remark by the retailer

20
This is a section where the retailer can give remark about any brand or give a suggestion from his side to

any company.

Snaps for Logo reference:

L 1:

21
L 2:

22
L 3:

23
L 4:

24
"Through the line" refers to an advertising strategy involving both above and below the line

communications in which one form of advertising points the target to another form of advertising thereby

crossing the "line". An example would be a TV commercial that says 'come into the store to sample XYZ
25
product'. In this example, the TV commercial is a form of "above the line" advertising and once in the

store, the target customer is presented with "below the line" promotional material such as store banners,

competition entry forms, etc.

Above the line is a type of advertising through media such as TV, cinema, radio, print, banners and search

engines to promote brands. Major uses include television and radio advertising, web and Internet banner

ads. This type of communication is conventional in nature and is considered impersonal to customers. It

differs from Below the line advertising, which believes in unconventional brand-building strategies, such

as direct mail and printed media (and usually involve no motion graphics).

For Dishtv the definition of the line is "their floor space" where they convert footfall to purchase.

Loosely put, everything done prior to a customer's actual entry into a retail outlet is ATL for some

retailers, as they define shop-floor activities as the true BTL set of activities which decide on which brand

sells eventually.

Below the line sales promotions are short-term incentives, largely aimed at consumers. With the

increasing pressure on the marketing team to achieve communication objectives more efficiently in a

limited budget, there has been a need to find out more effective and cost efficient ways to communicate

with the target markets. This has led to a shift from the regular media based advertising.

In other words, below-the-line sales promotion is an immediate or delayed incentive to purchase,

expressed in cash or in kind, and having only a short term or temporary duration.

Below the Line uses less conventional methods than the usual specific channels of advertising to promote

products, services, etc. than Above the Line strategies. These may include activities such as direct mail,

public relations and sales promotions for which a fee is agreed upon and charged up front. Below the line
26
advertising typically focuses on direct means of communication, most commonly direct mail and e-mail,

often using highly targeted lists of names to maximize response rates. Another interesting and very

effective BTL is Ssop Intercept.

Trained sales personnel, often young women, (so-called Inshop demonstrators ) are deployed at Retail

Stores, near the shelves of targeted products. These young women convince customers visiting these

shelves about the better aspects of their brand compared with others. This is ideal for new launches as it

generates trials, which if successful result in repeat sales. In addition,above the line is much more

effective when the target group is very large and difficult to define. But if the target group is limited and

specific, it is always advisable to use BTL promotions for efficiency and cost-effectiveness.

About the branding elements:

Various types of branding elements used in Dishtv are to be studied before the
survey.

Following are the branding elements and there installation do’s and don’t that are
to be kept in mind.

27
 ON SHOP

• glow side board branding

28
• non lit board branding

29
• retail gate

30
• standee/cutout

31
• non lit flange

32
• back lit flange

33
34
 IN SHOP

• vinyl sunboard

35
36
37
• one way vision

38
39
 POS & MERCHANDISING ON RETAIL BRANDING

• poster

40
• leaflet

41
• dangler

42
• foam banner

43
• wobbler

44
• buntings

45
46
• shelf tapes

47
• shelf strip

• shelf triangular

48
49
 • dummy boxes

2. RESEARCH METHODOLOGY
50
2.1. Reviewing the literature and formulating the research problem

For the purpose of this project, an extensive study of the available literature was done. The study material

made available to us was more in the form of pictures.

The information about Dishtv and other DTH players was studied from the data available on the internet

and various blogs as well as some information brochures provided by Dishtv. The information gathered

from the literature was used to formulate the objectives of the research.

2.2. Developing the research approach and designing a strategy

In this research, a well-structured questionnaire was designed as a means of collecting the information

required, from the retailers. The questionnaire comprised of 17 questions. In which few questions were to

be answered by the respondents and others were to be marked by observation at every particular survey

point. All the questions were close-ended except for one which was an open ended question. Before

reaching down to the final questionnaire a pilot survey with 30 retailers was conducted wherein after few

observations at the survey and discussion with the company mentor, the questionnaire was redesigned and

finally decided was the above mentioned questionnaire with 17 questions. The time available for the

research purpose was 30 days for collecting the data, and for analyzing and interpreting the same was

extra 15 days.

2.3. Sample size for the study

A sample of 522 retailers was taken into consideration. These 522 retailers were chosen from three NCR

• Gurgaon & Upcountry Gurgaon

• Faridabad & Upcountry Faridabad.

• Noida.

51
2.4. About the questionnaire

After taking these NCR into consideration, the retailers with whom the survey needs to be conducted was

decided in accordance to the company. The shops were selected by systematic sampling i.e. all the retail

counters were given a Glow Sign Board(GSB) in past 4 years from date 1 April 09.

Finally, the retailers to be surveyed were contacted and the data collected.

In the questionnaire the respondents were asked to give certain answer/information on:

a) The Top of Mind Visibility of GSB creative.

b) Set Top Box (STB) available at a counter.

c) No. of stock they kept of a particular Brand.

d) Recharge cards available at the counter.

e) Brand they recommended

f) Top of Mind Brand

g) Approx. Sale in a Month

h) Top of Mind Offer

i) Demo availability

j) Suggestions and Remarks

Questionnaire also had questions which were to be answered by observation at the survey point like:

a) The GSBs and NL boards installed

52
 b) Type of Logo

c) Quality of installation, both of GSB and NL board

d) Flange installed

e) Presence of Vinyl and Oneway Vision

f) Demo connection availability

The data was compiled and tabulated on the basis of the information gathered and it was graphically

represented. Finally, these graphical representations were analyzed and interpreted on the basis of which

certain findings and conclusions were drawn.

2.5. Difficulties faced during the collection of data

• Convincing the respondents to spare a few minutes for filling up the questionnaire.

• Convincing them to give a true no. of stock the have and sales every month.

• Many addresses were not proper or were wrong, so could not find few shops.

• Many of the places visited for survey, were not know so finding a proper route and reaching the
counter, involved a lot of time.

2.6. Limitation

The no. of outlets were from the database of Dishtv only. Those exclusive dealers of other DTH

brands were not on the list of counters to be surveyed.

3. ANALYSIS AND INTERPRETATION

3.1. Onshop brand visibility

1. glow sign board (gsb) T1

53
 Elem Dish
ents Dish Tata Airtel Big Sun Share
GSB 199 122 92 56 16 41%

F1

Interpretation:

• Dishtv has maximum visibility as it has 41% share in total GSBs installed.

• In just 1 year Airtel has made it very close to TataSky in terms of GSB.

• Sun Direct was the least visible brand, on 3% of total GSBs present were that of Sun.

2. quality of installation of gsb T2

Quality of installation GSB

Properly Installed 129
Damaged 26
54
 Flex torned 8
Installed but not visible 13
Dislocated 22
No clue – Retailer 0
Removed by Competition 1
Total 199

F2

Interpretation:

• Out of the total 199 Dishtv GSB found at the counters, 65% were properly installed.

• 11% GSB were dislocated or were not located at the place they were supposed to be installed

• 13% GSB were damaged that means they required immediate replacement with new Dishtv.

3. monitoring the asset loss T3

With Without
Elements GSB GSB
55
 GSB 199 263

F3

Interpretation:

• The asset loss in terms of GSB was 57% in past 2 years.

4. Type of logo T4

Logo
Type GSB
L1 18
56
 L2 23
L3 100
L4 58
Total 199

F4

Interpretation:

• On 50% of GSB , logo L3 was found.

• Rest 50% constituted the other three types of logo.

• Almost 71% of old Logo GSBs are to be replaced with the new L4 logo.

5. Top of mind GSB creative T5

TOM Visibility (GSB

creative) TOM 1 TOM 2

57
 Dish 51 40
Tata 61 47
Airtel 10 22
Big 0 13
Sun 0 0
Total 122 122
F5(a) F5(b)

Interpretation

• Tata Sky’s GSB creative was the most recalled by retailers

• Dish followed Tata in both TOM1 and TOM2

• Sun’s GSB creative was not at all recalled by the retailers.

6. Non –lit board T6

Dish
Elements Dish Tata Airtel Big Sun Share
NL 11 7 15 1 1 31%
58
 F6

Interpretation:

• Airtel has 43% of Non Lit Boards which is the highest percentage of all.

• Dishtv is following Airtel with 31% NL boards.

7. Type of dishtv logo on NL board T7

Logo Type NL
L1
L2
L3 11
59
 L4
Total 11

F7

Interpretation:

• All the NL board had L3 logo.

• L4 logo in NL are yet to be installed.

8. Quality of installation of dishtv NL boards

T8

Quality of installation NL
Properly Installed 8
Damaged 3
60
 Flex torned 0
Installed but not visible 0
Dislocated 0
No clue - Retailer 0
Removed by Competition 0
Total 11

F8

Interpretation:

• 73% to total NL board are properly installed.

9. Flange T9

Dish
Elements Dish Tata Airtel Big Sun Share
Flange 165 93 103 70 30 36%

61
 F9

Interpretation:

• Out of total available Flange, 36% Flange are of Dishtv.

• Airtel has more Flange installed than Tata. Airtel has 22% and Tata has 20%.

3.2. Inshop visibility

1. Vinyl sunboard (inshop) T10

Dish
Elements Dish Tata Airtel Big Sun Share
Inshop 13 9 18 13 5 22%

F10

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Interpretation:

• Airtel has max. number (31%) of vinyl sunboards inside a counter.

• Dishtv has 22% availability of vinyl Sunboard.

• Bigtv also equals Dishtv , that means Bigtv is doing good with Inshop branding

2. Oneway vision T11

Dish
Elements Dish Tata Airtel Big Sun Share
Oneway 17 5 29 0 3 31%

F11

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Interpretation:

• By looking at the figures , it is evident that oneway vision are not used much for branding inside

a shop.

• Out of the total Oneways ,Airtel has 54% the maximum presence of Oneway Visions at the shop.

• Dishtv is following Airtel with 31%.

3. Point of sale(pos) visibility: T12

Dish
POS Dish Tata Airtel Big Sun Share
Posters 85 38 66 27 20 36%
Leaflets 295 257 230 220 142 26%
Danglers 21 5 16 2 9 40%
Shelf strip 26 3 4 5 12 52%
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 Dummy boxes 30 26 160 17 50 11%
Total 446 319 333 267 193 29%

F12

% POS Visibility

Interpretation:

• Dishtv has the more POS elements than the competitors except for dummy boxes in which Airtel

leads with 57%.

• Airtel is closely following Dish in Posters and Danglers with 28% and 30% respectively

• Sun has 2nd highest percentage share in terms of no. of shops with shelf tape and Dummy bo

3.3. Product details

1. Set top box(stb) availability T13

Dish
Product Dish Tata Airtel Big Sun share
STB 303 278 248 229 155 25%

F13

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Interpretation:

• Counters with Dishtv Set top box are maximum in numbers.

• Tata and Airtel closely follows Dishtv in No. of Set top box.

• Sun has the least Set top Box available

2. Recharge availability. T14

Dish
Product Dish Tata Airtel Big Sun share
Recharge 290 277 236 220 143 25%

F14

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Interpretation:

• Dishtv leads and is ahead of Tata by 1% in Recharge avaiability.

• Recharge coupons for Sun was found to be in least no. of Shops.

• 20% of the total recharge availability is constituted by Airtel and then followed by Big with 19%

3. Demo availability T15

Dish
Product Dish Tata Airtel Big Sun share
Demo 150 178 144 98 37 25%

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 F15

Interpretation:

• Tata has max. visibility of 29% in terms of Demo coonections available at the shops.

• Dishtv and Airtel are very close in terms of the demo visibility share.Dishtv 25% and Airtel 24%.

• Out of total demo found only 6% was found to be that of Sun direct.

4. Recharge denominations: T16

Silver Gold Platinum

Dish 267 258 271

F16

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Interpretation:

• Silver recharge which is the basic pack and Platinum recharge which is the Top recharge

denomination, both were available in same in almost same no.

• Gold was preferred by less retailers as it was not opted by the customers much.

5. Demo visibility T17

Dish Demo No. of Outlets

Working 46
Not working 104
F17

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 T18

Demo installed with TV / LCD

Dish Demo No. of Outlets
TV 32
LCD 14

F18

Interpretation:

• Only 31% of total Dishtv demo available, were in a working condition and contributed in product

visibility.

• Out of the total working Demos only 30% were screened on LCD rest 70% were on 21 inch TV

6. Top of mind -brand. T19

TOM brand No. of outlets

Dish 62
Tata 93
Airtel 45
Big 70 15
Sun 22
Total 237
 F19

Interpretation:

• Tata had the maximum brabd recall out of all the DTH with 39%.

• Dishtv and Airtel followed Tata with 26% and 19% reapectively.

• Big tv was the least recalled brand by the retailers.

7. Recommended brands T20

No. of
Recommended outlets
Dish 95
Tata 86
Airtel 129
Big 16
Sun 20
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 Did not answer 116
Total 346

F20

Interpretation:

• Airtel was the most recommended brand almost 28% brand was retailers recommended brand for

various reasons.

• Dishtv was the 2nd most recommended brand by 21% and followed by Tata at 19%.

• Almost 25% retailers did not prefer recommending a brand, they gave what the customers asked.

4. RESULTS AND RECOMMENDATIONS

4.1. Observation:

• Retailers are not happy with the DishTv’s After Sales Service as they get lots of customer

complaints, which the retailers want to avoid.

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 • Retailers are not happy with the commission they get from Dishtv.

• Retailers do not consider Dishtv as a top of the league Brand that is why DishTv demos are

shown less on LCD and more on 21 inch Tv.

• Retailers are not conveying the USP to the customers.

• Airtel is most recommended Brand mostly because of

1. Commission given to retailers.

2. Airtel’s Brand Image as the Best Mobile SERVICE provider.

3. Latest technology used in it

• Retailers Recommend Tata the most Just because of there Service and Product Quality

• Retailers influence the customers into buying the brand which they want to sell, and they sell for

commission.

• TOM visibility of GSB of Dishtv is the maximum only because of SHAHRUKH

• Dishtv has good visibility in upcountry region of Gurgaon and Faridabad

• Common suggestion by retailers who are not recommending Dishtv is to Improve SERVICE.

4.2. Findings and analysis

• Dishtv has the max. Onshop and Inshop visibility i.e 41% out of all the 5 DTH brands.

• Dishtv has lost almost 57% of total Asset in terms of GSB installed.

• 65% of GSB and 73% of NL board are properly installed.

• 50 % Dishtv GSB logo are L3 and 29% logo are L4.

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• Dishtv has the max. POS available i.e 29% of all 5 DTH brands.

• The Top of Mind GSB creative is of Tata (Aamir Khan).

• Dishtv is leading, with 25% and 25% in terms of product availability i.e. STB stock and Recharge

coupon respectively followed by Dishtv.

• Out of all Dishtv recharge denominations Silver and Platinum are most widely available.

• Dishtv stands 2nd with 25% after TataSky in terms Product visibility i.e Demo at Shop.

• Out of 150 Demos at the shops, 31% are in working.

• Out of total working demo, 70% are on TV and 30% on LCD

• TOM brand

a. 39% retailers favored TataSky.

b. 26% retailers favored Dishtv.

c. 19% retailers favored Airtel.

• Max. recommended brand

a. 28% retailers recommended Airtel. USP- Technology, Commission and Price.

b. 21% retailers recommended Dishtv. USP- No. of Channels and Price.

c. 19% retailers recommended TataSky. USP- Service and STB Quality.

4.3. Recommendations

A. Apart from the current Marketing strategy .Dishtv needs to stress upon providing better

service and COMMUNICATE THE SAME to the customers.

B. POS should also speak aloud about –How to get its customer’s complaints registered

with Dishtv directly rather than through dealers.

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 C. Strengthen the Distribution channel so as to place the STB and Recharge Coupons in

market on Time.

D. Since most of the outlets are either Electronics Showrooms or Mobile handset outlets,

dishtv should tie up for schemes/discounts with any LCD/TV brand and any Mobile

Phone/Service Brand.

E. Immediate Flex change over is required for all the old logos of Dishtv.

F. Incentive schemes for retailers who is well learned and up to date with dishtv’s latest

schemes and packages.

G. Sales team should be made responsible to report on status of Onshop/Inshop branding

quarterly or half yearly.

H. Sales team should include the Branding status on its sales report sheet. So that they

keep up to date

5. REFERENCES:

a) Kottler Keller Management

b) DishTv Manual

c) Dishtv Retail look book

d) http://www.asiamarketresearch.com/ top of mind

e) http://www.wikipedia.org
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f) GC BERRY – Marketing Research

g) Philip Lewis – Research Methodology

h) http://www.dth.com

i) http://www.esselgroup.com

j) http://www.dishtv.in

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