dish tv sip ajay dhull
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BY-Ajay Kumar Dhull
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Brand Ambassador
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Competitors in DTH Industry
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Products
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Title Of My Project
COMPREHENSIVE STUDY OF DTH SERVICES IN
PUNE
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Objectives & Scopes Understanding of the Business Model and
Operation of Dish TV. Effectiveness of Dish TV as a Brand over the
retail outlets and its competitor’s position over these outlets.
Analyze dealer’s perception and association with Dish TV.
Efficiency of Distribution channel and Service franchise.
Awareness of new schemes offered by Dish TV in the market.
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Area Covered Hadpsar Chandan Nagar Mundhwa Kalyani Nagar Wadgaon Sheri Yerwada Wagholi Kharadi Bhudwarpeth Viman Nagar
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Process Undergone the knowledge and
information about the company through Dish TV website.
Getting insight about the business model and the market by working along with the employee of the organisation.
Visited retail outlets, distribution centre and service franchise.
Interacted with the employees working with competitor firms.
Getting feedback from the customers.
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Observation From The Market
RURAL – URBAN DIVIDE SERVICE ISSUE BRAND IMAGE DEALERS RELATIONS VISIBILITY INCREASING RECHARGE SHOPS
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Porter’s Five forces Model
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1) Threat of new entrants-low( seven major players in dth industry)
2) Determinants of Supplier power: Very High
3) Rivalry among existing firms: Very High (Price wars, litigations & Product promoting)
4) Determinants of Buyer power: High: - (Bargaining, More options & Price Sensitive Buyers)
5) Threat of Substitute products: Very High:- (Cable Television, Internet Protocol television & Terrestrial Television)
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Strength FIRST ENTRANT IN THE DTH
CATEGORY. ZEE GROUP. CUSTOMER FRIENDLY ,POCKET
FRIENDLY AND CUSTOMIZABLE REGIONAL PACKAGES .
SUPERIOR TECHNOLOGY. DISTRIBUTION NETWORK .
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Weakness
ISP PROBLEM LOW VISIBILITY SERVICE CENTRE DEALERS RELATION
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OPPORTUNITIES
India’s 140 million television owning households.
The roll-out of CABLES OPERATOR by the government will impact the growth rate of DTH category.
Enrichment of value-added services with gaming and a host of active services.
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THREATS
DTH is currently a six player market, price cuts and reduce margins.
Improved quality of service by digital cable operator.
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RECOMMENDATIONS PROVIDE FREE SERVICES. PROVIDE TOLL-FREE FOR
CUSTOMERS. BETTER MARKETING OF REGIONAL
CHANNELS. AREA WISE SERVICE CENTRE AND
DSA (DIRECT SALES ASSOCIATION) AWARD BEST PERFORMING DEALERS. IMPROVE AFTER-SALES SERVICE. DEDICATED SALES-FORCE. INCREASE VISIBILITY
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Learning Outcomes Understand the DTH Market in India. Growth, Opportunities and Challenges in the
DTH sector. Importance of point of purchase and point of
sale. The gap between Rural and Urban Market. Significance of after sale service. Importance of dealers association with the
brand. Contribution of distribution channel to earn
market.
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