Market analysis of Airtel Digital   TV vis-à-vis its competitors To : Mr Sanjiv Mishra     By: Akhil Jain, IMT NagpurGM- S...
To do the market analysis of DTH players a sample of DWARKA region and part of UTTAMNAGAR was taken.                      ...
Presence of DTH playersBrand/ Outlet      Consumer durable   Mobile & Cyber                   Showrooms          shopsAirt...
Sales analysis of DTH160140         15      3120                                                 Sales %100               ...
Recharge summary60504030        56   56                        Mobile& Cyber shops     382010                      Consume...
Visibility120.00%                                         Consumer durable                                                ...
Distribution Channel for Airtel DTH Kit                                                customers                          ...
Distribution Channel for Airtel DTH Set-top Box, Dish                 Antenna and wire    Manufacturing                   ...
SWOT Analysis of Airtel DTH              STRENGHTHS                           WEAKNESSES• Brand equity                    ...
Snapshot of customer reviews
Enlarged view : customer representative case
Enlarged view : Online pay issue
Another example
Some other reviews• “Chai-pani” asked by Airtel representative degrades brand  image.• Long wait time , customer care numb...
Comparison of Sales driving attributes of DTH playersAttributes/Bran    Tata Sky          Airtel DTH       Dish TV        ...
Comparison of Sales driving attributes of DTH playersAttributes/Bran   Tata Sky         Airtel DTH   Dish TV        Videoc...
Tata sky advertisement (source: Hindustan Times dated                     9/6/2012)
Proposed plan                   • Customer service(installation                    + customer care)Phase -1           • Fe...
Thank you
Airtel DTH Market analysis
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Airtel DTH Market analysis

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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.

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  • Why tatasky on9 reviews neighbour reviews dealer reviews innovators amir khan
  • Customer check reviews before3 purchase
  • Airtel DTH Market analysis

    1. 1. Market analysis of Airtel Digital TV vis-à-vis its competitors To : Mr Sanjiv Mishra By: Akhil Jain, IMT NagpurGM- S&D Departement PGDM-Marketing Bharti Airtel Ltd Batch 2011-2013
    2. 2. To do the market analysis of DTH players a sample of DWARKA region and part of UTTAMNAGAR was taken. Targeted points Consumer Mobile & Durable cyber shops Showrooms
    3. 3. Presence of DTH playersBrand/ Outlet Consumer durable Mobile & Cyber Showrooms shopsAirtel 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. 4. Sales analysis of DTH160140 15 3120 Sales %100 Airtel80 Mobile & 135 136 7 cyber shops 14.460 1 Tatasky 32.640 Consumer 17.3 66 60 DishTV20 durable Showrooms 0 35.6 Videocon D2H
    5. 5. Recharge summary60504030 56 56 Mobile& Cyber shops 382010 Consumer durable Showrooms0 1
    6. 6. Visibility120.00% Consumer durable Showrooms100.00% 80.00% 60.00% 40.00% 20.00% 0.00% Airtel DTH TataSky DishTV D2H
    7. 7. Distribution Channel for Airtel DTH Kit customers Retailer 1 Distributor 1 customers Retailer 2 customersCompany DistributorWarehouse 2 Retailer 3 customers Distributor Retailer 4 3 customers Retailer n customers
    8. 8. Distribution Channel for Airtel DTH Set-top Box, Dish Antenna and wire Manufacturing Customer place unit warehouse Airtel technician
    9. 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. 10. Snapshot of customer reviews
    11. 11. Enlarged view : customer representative case
    12. 12. Enlarged view : Online pay issue
    13. 13. Another example
    14. 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.
    15. 15. Comparison of Sales driving attributes of DTH playersAttributes/Bran Tata Sky Airtel DTH Dish TV Videocon D2HdsMaximum HD No Yes , till now No Yes after releaseChannels (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 Okservices and point system forrewards customersCustomer Excellent ok Bad okservice (installation + customer care), service campaign in April 2012Special pack for Yes No No NoIndian cricketbroadcast
    16. 16. Comparison of Sales driving attributes of DTH playersAttributes/Bran Tata Sky Airtel DTH Dish TV Videocon D2HdsInnovations TV on move, Universal - - Mobile remote apps(Universal remote), Active English, Package customization ,COMBO TV + No No No YesDTH24hrs 3D No No No Yeschannel (High TV)Advertisements Maximum (Amir ok ok ok Khan Image)Marketing Poochne mei ok Sab par dish okcampaign kya jata hai sawar hai
    17. 17. Tata sky advertisement (source: Hindustan Times dated 9/6/2012)
    18. 18. 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
    19. 19. Thank you

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