1. Sales Management in Dish TV
Gurjot Singh Khalsa – C 34
Sai Praveen – D 23
Sumit Nandal – D 27
Mehak Kalra – E 10
Palash Verma – E 35

2. About Dish TV
 Dish TV is a division of Zee Network Enterprise
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(Essel Group Venture).
Dish TV is Asia’s largest and world’s third largest
DTH Service provider.
Dish TV was launched in 2004.
It is India’s leader in market share as well as
subscriber base.
Dish TV has a subscriber base of 13.4 million and
market share of 32% as of June,2013.
It has a distribution network of about 1400
distributors and 55,000 dealers that spans across
6600 towns in the country.

3. Business Model
New Acquisition
Installation
Recharge/Renewal
After Sales Service

4. Sales Force Hierarchy
National
Regional
Area
Territory
Zonal HeadNorth
National Sales
Head
Zonal
Regional Sales
Manager
Area Sales
Manager
Sales Trainee
Zonal HeadSouth
Sales
Representative
FOS
Zonal HeadEast
Zonal HeadWest

5. Sales Force Size
Every Regional Office of Dish TV has:
 1 Regional/Cluster Sales Manager
 1 Area Sales Manager
 1 Area Service Manager
 1-2 Management Trainees
 2-3 Sales Representatives
 FOSs; this depends on the number of distributors in the
region
For Instance, Nagpur Region has six distributors(3 each in the
eastern and western halves), who employ one FOS each

6. Sales Force Type
 Dish TV employs a combination of specialists and
generalists
 Since the product involves technical details, Sales
representatives are employed as specialists
 Sales Representatives promote the product and follow up
on qualified leads
 FOSs are generalists- their role is to visit retail outlets and
check about availability of recharge and stock

7. Sales Force Organizational
Structure
 Combinational Structure
 A mix of Geographical and Product Sales Structure
 Every region is divided into geographical sections and then
territories for sales convenience
 Also, since the offering is a mixture of product and service,
and involves technical know-how, Product Sales structure
is employed

8. Recruitment and Selection
 Dish TV recruitment process is well established,
they give ads in newspaper, company’s website,
institutions,etc.
 Dish TV recruits trainees from premier B schools.
Selection Process Involves:
 Aptitude test
 Group Discussion
 Personal Interview

9. Training and Development
Induction
On Job
Training
Training
Duration:10 days
Duration: 1 Week
Internal Training
Competency
Development
Duration: 1 Month
Duration: 1 Week

10. Compensation

11. Distribution Channel of Dish
TV
 Distributors
 Direct Selling Agencies
 Modern Trade

12. Distributors
Company
Distributor
• Investment: 2 to 3 lakhs
Dealer
Customer

13. Types of Dealers
Traditional
Trade
• DTH outlets
Consumer
Durables
and
Electricals
Telecom
Trade
• Mobile Stores
Non
Conventional
Outlets
(used for
recharges)

14. Product margins:
Product
Price
Distributor
margin
Dealer Margin
Standard Set Top
box
1799
600
300
Standard Set Top
box with Recorder
1999
600
400
HD Set Top box
with Recorder
3099
800
500
Recharge Margins:
For Distributor : 1 – 1.5%
For Dealer : 3 - 4%

15. Direct Selling Agencies
Company
DSA
• Investment: 50k to 1 lakh
Customer

16. Product margins:
Product
Price
DSA margin
Standard Set Top
box
1799
900
Standard Set Top
box with Recorder
1999
1000
HD Set Top box
with Recorder
3099
1300
Recharge Margins:
For DSA : 3 – 4%

17. Modern Trade
Company
• Margin based
Retail
Outlets
Customer

18. Product margins:
Product
Price
Margin
Standard Set Top
box
1799
400
Standard Set Top
box with Recorder
1999
400
HD Set Top box
with Recorder
3099
500
Recharge Margins: 1 - 2%

19. Parameters Involved In Direct Sales/Alternate
Sales
 Cold calling
 Door to door sales
 Corporate sales
 Umbrella activity
 Canopy activity

20. Thank you