The Indian Institute of Financial Planning Pooja Joshi

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
1. INTRODUCTION
2. EXECUTIVE SUMMARY
3. OBJECTIVE
4. RESEARCH DESIGN
5. METHODOLOGY
6. ABOUT DTH
7. MARKETING STRATEGY
8. BCG MATRIX
9. SWOT ANALYSIS
10.
MAJOR COMPETITORS
11.
FINDINGS
12.
QUESTIONNAIRES
Page 2
STUDENT UNDERTAKING
We PRALAY KUMAR DAS & PRAFFUL KUMAR AKELA have

completed the research on AIRTEL-DTH under the guidance of MR.
PANKAJ DUTTA,Faculty-IIFP. This is an original piece of work & We have
neither copied and nor submitted it earlier elsewhere.
_______________
Students Signature
Page 3
ACKNOWLEDGEMENT
The present work is an effort to throw some light on AIRTEL-DTH. The

work would not have been possible to come to the present shape without the
able guidance, supervision and help to me by number of people.
With deep sense of gratitude we acknowledge the encouragement and

guidance received by our research guide Dr.ASHISH MATHUR and other
staff members of AIRTEL.
We convey our heartful affection to all those people who helped and
supported us during the course, for completion of our Research Report.
INTRODUCTION
AIRTEL- one of Indias leading providers of telecommunication services
with a nationwide presence in all the 23 licensed jurisdictions (also known
as Telecom Circles). We served an aggregate of 88,270,194 customers as of
December 31, 2008; of who 85,650,733 subscribe to our GSM services and
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2,619,461 use our Telemedia Services either for voice and/or broadband
access delivered through DSL. We are the largest wireless service provider
in the country, based on the number of subscribers as of December 31, 2008.
We also offer an integrated suite of telecom solutions to our enterprise
customers, in addition to providing long distance connectivity both
nationally and internationally. We have recently forayed into media by
launching our DTH and IPTV Services. All these services are rendered
under a unified brand Airtel. The company also deploys, owns and
manages passive infrastructure pertaining to telecom operations under its
subsidiary Bharti Infratel Limited. Bharti Infratel owns 42% of Indus
Towers Limited. Bharti Infratel and Indus Towers are the two top providers
of passive infrastructure services in
India.
Successful businesses have extensive knowledge about their customers and
competitors. Getting accurate and specific information about your customers
and competitors is a critical first step in market investigation and
development of a marketing plan. Accurate market assessment and
development of an effective plan is critical to the success of both new and
existing businesses. The market impacts and directs all aspects of the
company's activities and ultimately will lead to success or failure of the
business.
Telemedia Services AIRTEL provide broadband (DSL) and telephone
services (fixed line) in 95 cities with growing focus on new media and
entertainment solutions such as DTH and IPTV. AIRTEL had 2,619,461
customers as on December 31, 2008 of which 37.9% were subscribing to
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broadband/internet services. AIRTEL- product offerings in this segment

include supply and installation of fixed-line telephones providing local,
national and international long distance voice connectivity and broadband
Internet access through DSL. AIRTEL also remain strongly committed to
our focus on Small and Medium Business enterprises .AIRTEL provide a
range of customised Telecom/ IT solutions and aim to achieve revenue
leadership in this rapidly growing segment of the ICT market. The strategy
of our Telemedia business is to focus on cities with high revenue potential,
except for DTH which is an all- India offering. Airtel digital TV is available
to customers through 23,200 retail points in 120 cities across the country.
EXECUTIVE SUMMARY
Page 6
Marketing Research on Airtel DTH- we started this research on 20th

November 2012. It took almost 15 days.The research has been conducted on
the people using cable/DTH for entertainment. We have used Survey
method by filling up Questionarees regarding cable/DTH service use from
15houses.
Location:
Bhajanpura, Delhi (10 houses)

Uttamnagar, Delhi (5 houses)
The sample size :
15 houses
OBJECTIVE
Our research has the following objectivesTHE INDIAN INSTITUTE OF FINANCIAL PLANNING
Page 7
It will give the information that people are using more cable service
or DTH.
It will help to develop the product in various regions.
It will help to identify what is the reason why people are not using the
product & why they are using other competitor.
It will help to increase their service & schemes in future.
It will help to understand the brand positioning of the various brand.
How much customer are aware of the brand?
RESEARCH DESIGN
The research design is created for the following purposes.

The market share in urban areas for DTH services is largely taken up
by competitors.
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To increase the market share Airtel would have to seriously analyze

the market trends, as it is neither a leader, both in the rural as well as
the urban market.
Hence, Airtel would have to come up with different questionnaire for

both kind of users, the cable users and the DTH users, to gain a better
perspective.
Also, the following research methods have been used, Descriptive

longitudinal.
The data used is primary.
The sampling method used is random sampling method, which

consists of close ended multi- chotomous question method, with 2
sets of questionnaires.
METHODOLOGY
Page 9
Survey method-through questionnaire
Examine the research papers & annual reports published by the

company
Analyzing the information given by the company about their products

,available on company website
ABOUT DTH
DTH stands for Direct-To-Home television.
A wireless digital audio / video service is delivered through satellite.
Page 10
Idea was 1st proposed in 1996, but they did not pass approval because
there were concerns over national security and a cultural invasion.
Govt. putted a ban 1997 when the Rupert Murdoch-owned Indian Sky
Broadcasting (ISkyB) was about to launch its DTH services in India.
Passed approval in 2000 but the signals can be transmitted through
Indian satellite only.
ABOUT AIRTEL DTH

Parent :
Launch on :
Headquarters :
Area served :
Key people :
CEO :
Brand Ambassador:
Products :
Website :
Slogan :
Present Situation :
Bharti Airtel
9 Oct. 2008
Mumbai
All over India
Sunil Mittal
Manoj Kohli
Saif Ali Khan and Kreena Kapoor
Direct broadcast satellite
www.airtel.in/digitaltv
Come Home to the Magic
21,000 outlets including ARC with1 mn subscriber
MARKETING STRATEGY
Core Value Of Airtel
Performance
Dynamism
Leadership
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Targeting
Elite
Up market professionals
Entrepreneur with business plans
Low income mass category
Youth
Women and senior citizens by post paid connection
AdvertisementAirtel basically uses two appeal to connect to the users

Emotional
Humorous
BCG MATRIX
Page 12
DTH & IPTV

Broad Band
HIGH
Mobile Services
Page 13
LOW
As per BCG matrix Airtel DTH falls under the Question Mark section that
means High growth but low market share section.
SWOT ANALYSIS
Strength
Recognized Globally
Strong Brand Image
Strong New Business Development team
Strong Financials
Weakness
Outsourcing of core system
Coverage Area
Opportunities
Less Plyaers at Rural areas
Current Tele-Density 30.6 is still low among developing countries
Threats
Falling ARPU
Page 14
Intense Competition & Shortage of Bandwidth

New Players coming in India
Uncertain Economic Condition
MAJOR COMPETITORS
1`. Dish TV:
168 channels,7 movie channels,21 audio channels
Price between Rs 2,490-3,990 (initial payment), Rs 100 for up to 85
channels, Rs 300 for 140 channels
USP: Free gaming portal, multilingual voice-overs coupled with
astrological services and customized sports.
2. Tata Sky:
150 channels
Price Rs 2,499 for initial installation; Rs 175 for 65 channels, Rs 310
for 123 channels
Page 15
Market Growth Rate
USP : Interactive offering like quiz, story telling, broadcast like

shrines and cooking portals among other offerings
3. Big TV:
202 channels, 32 movie channels and 10 interactive channels
Price Rs 2,499 for initial installation, Rs 100 for bouquet of 44
channels, Rs 175 for a pack of 101 channels
USP: Movie channels on a monthly subscription, niche channels at
low add-on charges, USB port in the set-top box
4. Sun Direct:
Initial instalment of Rs.1999 with one year free subscription,Rs.75 per
month
Add-ons such as the Hindi package, the kids package, or the English
movie package, which cost Rs 20-140 more.
USP: Its not a rich mans product. Low cost makes it easily available.
HIGH
LO
Market Share
Page 16
FINDINGS
High growth chances.
Foreign technology.
Standard product.
Active news, active cooking, active learning.
Language option.
Bargaining prices
Advertising strategies
Pricing
Promotional activities
Page 17
QUESTIONNAIRES
Name:
Age:
Address:
1. Having Tv. Or not?
2. Having Cable or DTH?
3. What is the rental u pay for your service?
4. How many channels u get in the package?
5. Which are the channels you watch the most?
6. Have u ever heard of DTH service?
7. Which is the brand Comes to your mind when u hear DTH provider?
8. Do u have any plan to switch to DTH in future?
9. If yes Which among these ?
(a) Airtel DTH
(b) Dish TV
(e) Tata Sky
(c) Big TV
(d) Sun Direct

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10. From where you came to know about this service?

11. If you r given free installation of DTH will you shift to other service
provider ?
If the customer has a DTH connection

1. Which DTH service are you using ?
2. What made you to shift to DTH ?
3. Why did you opted the provider?
4. Scale between 1 to 10 your Satisfaction with respect to picture quality
specially in monsoon5. What is the rental you pay for the service?
6. How many channels you get in the package?
7. Are you happy with the list of channels ?
8. Is there any add on service which you use? Specify?
9. One best feature of the DTH you are using.
10. Rate your satisfaction with the overall service you are getting?(between
1 to 10)
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THE INDIAN INSTITUTE OF FINANCIAL PLANNING

UNDER GUIDANCE OF:

PRALAY KUMAR DAS

MR. PANKAJ DUTTA

PRAFFUL KUMAR AKELA