Project: Market Analysis of Airtel DTH vis-à-vis its competitors on basis of “ORM, Marketing Campaigns, Attributes, Sales Volume, Visibility”, understanding the “Distribution Channel , Customer Buying Process” and develop a plan to increase the sales of Airtel DTH.
Japan IT Week 2024 Brochure by 47Billion (English)
Airtel DTH Market analysis
1. Market analysis of Airtel Digital
TV vis-à-vis its competitors
To : Mr Sanjiv Mishra By: Akhil Jain, IMT Nagpur
GM- S&D Departement PGDM-Marketing
Bharti Airtel Ltd Batch 2011-2013
2. To do the market analysis of DTH players a sample of DWARKA region and part of UTTAM
NAGAR was taken.
Targeted
points
Consumer
Mobile &
Durable
cyber shops
Showrooms
3. Presence of DTH players
Brand/ Outlet Consumer durable Mobile & Cyber
Showrooms shops
Airtel 50% 50%
Tata Sky 66.7% 70%
Dish TV 50% 50%
Videocon D2H 25% 20%
Total number of Consumer durable Showrooms covered = 12
Total number of Mobile & cyber shops covered = 10
7. Distribution Channel for Airtel DTH Kit
customers
Retailer 1
Distributor
1 customers
Retailer 2
customers
Company Distributor
Warehouse 2
Retailer 3
customers
Distributor Retailer 4
3
customers
Retailer n
customers
8. Distribution Channel for Airtel DTH Set-top Box, Dish
Antenna and wire
Manufacturing
Customer place
unit
warehouse Airtel technician
9. SWOT Analysis of Airtel DTH
STRENGHTHS WEAKNESSES
• Brand equity • Customer service (eg banwari sweets)
a. same day installation
• Resources b. Customer care ( pending issues, Wait
time )
• Distribution Channel
• Social websites presence(review
check)
• Lack of innovation (Add on features,
technology)
OPPORTUNITY THREATS
• Cash cow stage of BCG matrix • Existing competitors strategies (Dish
TV tie up with cable operators , source
• Irate customers Switch over (2nd : Economic times dated 2/3/12)
purchase or replace)
• Cable networks eg DEN , Hathway
(Digital + no Dish) (sply low end places
, unaware of technology)
14. Some other reviews
• “Chai-pani” asked by Airtel representative degrades brand
image.
• Long wait time , customer care numbers.
• Issues not resolved within 24/48 hours as committed.
15.
16. Comparison of Sales driving attributes of DTH players
Attributes/Bran Tata Sky Airtel DTH Dish TV Videocon D2H
ds
Maximum HD No Yes , till now No Yes after release
Channels (10 TRU HD CH) (14 HD CH) (Claims 40 HD of 6 new HD CH
CH but only 12 on 18 may
TRU HD ) (19 HD CH)
Interactive Maximum + ok ok Ok
services and point system for
rewards customers
Customer Excellent ok Bad ok
service (installation +
customer care),
service
campaign in
April 2012
Special pack for Yes No No No
Indian cricket
broadcast
17. Comparison of Sales driving attributes of DTH players
Attributes/Bran Tata Sky Airtel DTH Dish TV Videocon D2H
ds
Innovations TV on move, Universal - -
Mobile remote
apps(Universal
remote), Active
English, Package
customization ,
COMBO TV + No No No Yes
DTH
24hrs 3D No No No Yes
channel (High TV)
Advertisements Maximum (Amir ok ok ok
Khan Image)
Marketing Poochne mei ok Sab par dish ok
campaign kya jata hai sawar hai