the indian institute of financial planning pooja joshi
TRANSCRIPT
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THE INDIAN INSTITUTE OF FINANCIAL PLANNING
A
MARKETING RESEARCH REPORT
ON
“AIRTEL DTH”
SUBMITTED BY: UNDER GUIDANCE OF:
PRALAY KUMAR DAS MR. PANKAJ DUTTA
PRAFFUL KUMAR AKELA FACULTY-IIFP
CONTENT
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1. INTRODUCTION
2. EXECUTIVE SUMMARY
3. OBJECTIVE
4. RESEARCH DESIGN
5. METHODOLOGY
6. ABOUT DTH
7. MARKETING STRATEGY
8. BCG MATRIX
. S!OT ANALYSIS
1". MAJOR COM#ETITORS
11. $INDINGS
12. %UESTIONNAIRES
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STUDENT UNDERTAKING
!& #RALAY KUMAR DAS ' #RA$$UL KUMAR AKELA ()*&
+,-/&0& 0(& &&)+( , AIRTELDTH & 0(& 9:)+& ,; MR.
#ANKAJ DUTTA,? ' !& ()*&
&:0(& +,:& ) , @-:00& :0 &)/:& &/&>(&&.
S0&0 S:9)0&
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ACKNOWLEDGEMENT
T(& &&0 >,? : ) &;;,0 0, 0(,> ,-& /:9(0 , AIRTELDTH. T(&
>,? >,/ ,0 ()*& @&& ,:@/& 0, +,-& 0, 0(& &&0 ()& >:0(,0 0(&
)@/& 9:)+&< &*::, ) (&/ 0, -& @= -@& ,; &,/&.
!:0( && && ,; 9)0:0& >& )+?,>/&9& 0(& &+,)9&-&0 )
9:)+& &+&:*& @= , &&)+( 9:& D.ASHISH MATHUR ) ,0(&
0);; -&-@& ,; AIRTEL.
!& +,*&= , (&)0;/ );;&+0:, 0, )// 0(,& &,/& >(, (&/& )
,0& :9 0(& +,&< ;, +,-/&0:, ,; , R&&)+( R&,0.
INTRODUCTION
AIRTEL ,& ,; I:) /&):9 ,*:& ,; 0&/&+,--:+)0:, &*:+&
>:0( ) )0:,>:& &&+& : )// 0(& 23 /:+&& ::+0:, )/, ?,>
) T&/&+,- C:+/&. !& &*& ) )99&9)0& ,; 88
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2 )
-))9& ):*& :;)0+0& &0)::9 0, 0&/&+,- ,&)0:, & :0
@::)= B()0: I;)0&/ L:-:0&. B()0: I;)0&/ ,> 42 ,; I
T,>& L:-:0&. B()0: I;)0&/ ) I T,>& )& 0(& 0>, 0, ,*:&
,; ):*& :;)0+0& &*:+& :
I:).
S++&;/ @:&& ()*& &0&:*& ?,>/&9& )@,0 0(&: +0,-& )
+,-&0:0,. G&00:9 )++)0& ) &+:;:+ :;,-)0:, )@,0 =, +0,-&
) +,-&0:0, : ) +:0:+)/ ;:0 0& : -)?&0 :*&0:9)0:, )
&*&/,-&0 ,; ) -)?&0:9 /). A++)0& -)?&0 )&-&0 )
&*&/,-&0 ,; ) &;;&+0:*& /) : +:0:+)/ 0, 0(& ++& ,; @,0( &> )
&:0:9 @:&&. T(& -)?&0 :-)+0 ) :&+0 )// )&+0 ,; 0(&
+,-)= )+0:*:0:& ) /0:-)0&/= >:// /&) 0, ++& , ;):/& ,; 0(&
@:&.
T&/&-&:) S&*:+& AIRTEL ,*:& @,)@) DSL ) 0&/&(,&
&*:+& ;:& /:& : 5 +:0:& >:0( 9,>:9 ;,+ , &> -&:) )
&0&0):-&0 ,/0:, +( ) DTH ) I#TV. AIRTEL () 2&& @+:@:9 0,
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@,)@):0&&0 &*:+&. AIRTEL ,+0 ,;;&:9 : 0(: &9-&0
:+/& /= ) :0)//)0:, ,; ;:&/:& 0&/&(,& ,*::9 /,+)/<
)0:,)/ ) :0&)0:,)/ /,9 :0)+& *,:+& +,&+0:*:0= ) @,)@)
I0&&0 )++& 0(,9( DSL. AIRTEL )/, &-): 0,9/= +,--:00& 0,
, ;,+ , S-)// ) M&:- B:& &0&:& .AIRTEL ,*:& )
)9& ,; +0,-:& T&/&+,- IT ,/0:, ) ):- 0, )+(:&*& &*&&
/&)&(: : 0(: ):/= 9,>:9 &9-&0 ,; 0(& ICT -)?&0. T(& 0)0&9=
,; , T&/&-&:) @:& : 0, ;,+ , +:0:& >:0( (:9( &*&& ,0&0:)/<
&+&0 ;, DTH >(:+( : ) )// I:) ,;;&:9. A:0&/ :9:0)/ TV : )*):/)@/&
0, +0,-& 0(,9( 23
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M)?&0:9 R&&)+( , A:0&/ DTH >& 0)0& 0(: &&)+( , 2"0(
N,*&-@& 2"12. I0 0,,? )/-,0 15 )=.T(& &&)+( () @&& +,+0& ,
0(& &,/& :9 +)@/&DTH ;, &0&0):-&0. !& ()*& & S*&=
-&0(, @= ;://:9 %&0:,)&& &9):9 +)@/&DTH &*:+& & ;,-
15(,&.
L,+)0:, B()))< D&/(: 1" (,&
U00)-)9)< D&/(: 5 (,&
T(& )-/& :& 15 (,&
OBJECTIVE
O &&)+( () 0(& ;,//,>:9 ,@&+0:*&
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• I0 >:// 9:*& 0(& :;,-)0:, 0()0 &,/& )& :9 -,& +)@/& &*:+&
, DTH.
• I0 >:// (&/ 0, &*&/, 0(& ,+0 : *):, &9:,.
• I0 >:// (&/ 0, :&0:;= >()0 : 0(& &), >(= &,/& )& ,0 :9 0(&
,+0 ' >(= 0(&= )& :9 ,0(& +,-&0:0,.
• I0 >:// (&/ 0, :+&)& 0(&: &*:+& ' +(&-& : ;0&.
• I0 >:// (&/ 0, &0) 0(& @) ,:0:,:9 ,; 0(& *):, @).
• H,> -+( +0,-& )& )>)& ,; 0(& @)
RESEARCH DESIGN
T(& &&)+( &:9 : +&)0& ;, 0(& ;,//,>:9 ,&.
• T(& -)?&0 ()& : @) )&) ;, DTH &*:+& : /)9&/= 0)?&
@= +,-&0:0,.
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• T, :+&)& 0(& -)?&0 ()& A:0&/ >,/ ()*& 0, &:,/= ))/=&
0(& -)?&0 0&< ) :0 : &:0(& ) /&)&< @,0( : 0(& )/ ) >&// )
0(& @) -)?&0.
• H&+&< A:0&/ >,/ ()*& 0, +,-& >:0( :;;&&0 &0:,):& ;,
@,0( ?: ,; &< 0(& +)@/& & ) 0(& DTH &< 0, 9): ) @&00&
&&+0:*&.
• A/,< 0(& ;,//,>:9 &&)+( -&0(, ()*& @&& &< D&+:0:*&
/,9:0:)/.
• T(& )0) & : :-)=.
• T(& )-/:9 -&0(, & : ),- )-/:9 -&0(,< >(:+(
+,:0 ,; +/,& && -/0: +(,0,-, &0:, -&0(,< >:0( 2
&0 ,; &0:,):&.
METHODOLOGY
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S*&= -&0(,0(,9( &0:,):&
E)-:& 0(& &&)+( )& ' ))/ &,0 @/:(& @= 0(&
+,-)=
A)/=:9 0(& :;,-)0:, 9:*& @= 0(& +,-)= )@,0 0(&: ,+0
&@:0&
ABOUT DTH
• DTH 0) ;, D:&+0T,H,-& 0&/&*::,.
• A >:&/& :9:0)/ ):, *:&, &*:+& : &/:*&& 0(,9( )0&//:0&.
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• I&) >) 10 ,,& : 16< @0 0(&= : ,0 ) ),*)/ @&+)&
0(&& >&& +,+& ,*& )0:,)/ &+:0= ) ) +/0)/ :*):,.
• G,*0. 00& ) @) 17 >(& 0(& R&0 M,+(,>& I:) S?=
B,)+)0:9 IS?=B >) )@,0 0, /)+( :0 DTH &*:+& : I:).
• #)& ),*)/ : 2""" @0 0(& :9)/ +) @& 0)-:00& 0(,9(
I:) )0&//:0& ,/=.
ABOUT AIRTEL DTH
#)&0 B()0: A:0&/
L)+( , O+0. 2""8
H&))0& M-@):
A&) &*& A// ,*& I:)
K&= &,/& S:/ M:00)/
CEO M), K,(/:
B) A-@)), S):; A/: K() ) K&&) K),,
#,+0 D:&+0 @,)+)0 )0&//:0&
!&@:0& >>>.):0&/.::9:0)/0*S/,9) C,-& H,-& 0, 0(& M)9:+
#&&0 S:0)0:, 21
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T")!'&*) (
• E/:0&
• U -)?&0 ,;&:,)/
• E0&&& >:0( @:& /)
• L,> :+,-& -) +)0&9,=
• Y,0(
• !,-& ) &:, +:0:& @= ,0 ): +,&+0:,
A+,!'&!!*'- A:0&/ @):+)//= & 0>, )&)/ 0, +,&+0 0, 0(& &
• E-,0:,)/
• H-,,
BCG MATRIX
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I G H
Mo!"e Se#$!%e&
DTH & IPTV
Broad Band
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L O W
A & BCG -)0: A:0&/ DTH ;)// & 0(& %&0:, M)? &+0:, 0()0
-&) H:9( 9,>0( @0 /,> -)?&0 ()& &+0:,.
SWOT ANALYSIS
S'!*)'/
• R&+,9:& G/,@)//=
• S0,9 B) I-)9&
• S0,9 N&> B:& D&*&/,-&0 0&)-
• S0,9 $:)+:)/
W!"0*!
• O0,+:9 ,; +,& =0&-
• C,*&)9& A&)
O11o'$*&'&!
• L& #/=)& )0 R)/ )&)
• C&0 T&/&D&:0= 3".6 : 0:// /,> )-,9 &*&/,:9 +,0:&
T/!"'
P $)//:9 AR#U
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P I0&& C,-&0:0:, ' S(,0)9& ,; B)>:0(
P N&> #/)=& +,-:9 : I:)
P U+&0): E+,,-:+ C,:0:,
MAJOR COMPETITORS
23. D&/ TV:
• 168 +()&/
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Market ShaHIGH
M a r k e t G r o
w t h R a t e• US# I0&)+0:*& ,;;&:9 /:?& :< 0,= 0&//:9< @,)+)0 /:?&
(:& ) +,,?:9 ,0)/ )-,9 ,0(& ,;;&:9
6. B&) TV:
• 2"2 +()&/< 32 -,*:& +()&/ ) 1" :0&)+0:*& +()&/
• #:+& R 2
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FINDINGS
P H:9( 9,>0( +()+&.
P $,&:9 0&+(,/,9=.
P S0)) ,+0.
P A+0:*& &>< )+0:*& +,,?:9< )+0:*& /&):9.
P L)9)9& ,0:,.
P B)9)::9 :+&
P A*&0::9 0)0&9:&
P #:+:9
P #,-,0:,)/ )+0:*:0:&
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9UESTIONNAIRES
N)-&
A9&
A&
1. H)*:9 T*. O ,0
2. H)*:9 C)@/& , DTH
3. !()0 : 0(& &0)/ )= ;, =, &*:+&
4. H,> -)= +()&/ 9&0 : 0(& )+?)9&
5. !(:+( )& 0(& +()&/ =, >)0+( 0(& -,0
6. H)*& &*& (&) ,; DTH &*:+&
7. !(:+( : 0(& @) C,-& 0, =, -: >(& (&) DTH ,*:&
8. D, ()*& )= /) 0, >:0+( 0, DTH : ;0&
. I; =& !(:+( )-,9 0(&&
) A:0&/ DTH @ D:( TV + B:9 TV S D:&+0
& T)0) S?=
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1". $,- >(&& =, +)-& 0, ?,> )@,0 0(: &*:+&
11. I; =, 9:*& ;&& :0)//)0:, ,; DTH >:// =, (:;0 0, ,0(& &*:+&
,*:&
I% '/! 8$'o! /" " DTH 8o**!8'&o*
1. !(:+( DTH &*:+& )& =, :9
2. !()0 -)& =, 0, (:;0 0, DTH
3. !(= : =, ,0& 0(& ,*:&
4. S+)/& @&0>&& 1 0, 1" =, S)0:;)+0:, >:0( &&+0 0, :+0& )/:0=
&+:)//= : -,,,
5. !()0 : 0(& &0)/ =, )= ;, 0(& &*:+&
6. H,> -)= +()&/ =, 9&0 : 0(& )+?)9&
7. A& =, ()= >:0( 0(& /:0 ,; +()&/
8. I 0(&& )= ) , &*:+& >(:+( =, & S&+:;=
. O& @&0 ;&)0& ,; 0(& DTH =, )& :9.
1". R)0& =, )0:;)+0:, >:0( 0(& ,*&)// &*:+& =, )& 9&00:9@&0>&&1 0, 1"
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