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.

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

4. Sales analysis of DTH
160
140 15
3
120
Sales %
100
Airtel
80 Mobile &
135 136 7 cyber shops 14.4
60 1 Tatasky
32.6
40 Consumer 17.3
66 60 DishTV
20 durable
Showrooms
0 35.6 Videocon
D2H

5. Recharge summary
60
50
40
30 56 56
Mobile& Cyber shops
38
20
10 Consumer durable
Showrooms
0 1

6. Visibility
120.00% Consumer durable
Showrooms
100.00%
80.00%
60.00%
40.00%
20.00%
0.00%
Airtel DTH TataSky DishTV D2H

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)

10. Snapshot of customer reviews

11. Enlarged view : customer representative case

12. Enlarged view : Online pay issue

13. Another example

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.

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

18. Tata sky advertisement (source: Hindustan Times dated
9/6/2012)

19. Proposed plan
• Customer service(installation
+ customer care)
Phase -1 • Feedback and review system
(High priority) (live message box)
• Social websites presence
• Cricket pack
• Interactive applications
• (shop , events )
Phase-2 • Personalization
• Customer benefits and
rewards
Phase-3 • Focus on Innovations
• Marketing campaign
• Foreign Channels
Sales

20. Thank you