A 70 Page Report On Comparative Analysis of Retail Visibility Brand Visibility among DTH brands In Hyderabad Market.

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A Project Report on
RETAIL AUDIT & COMPARATIVE ANALYSIS OF BRAND
VISIBILITY& AVAILABILITY AMONG DTH PLAYERS
CHAPTER –I
INTRODUCTION

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INTRODUCTION
The project titled “RETAIL AUDIT & COMPARATIVE ANALYSIS OF BRAND VISIBILITY&
AVAILABILITY AMONG DTH PLAYERS” has been carried out for Dish TV India Ltd,
Hyderabad, AP. The main objective of this project is to know the Status of the company with the
competitor and how to regenerate their confidence in the prevailing market condition
1.01 Retail Visibility:
Retail visibility is an important part of the marketing plan, and should have a reasonable budget
allocated-even for a retailer operating on shoestring. In today’s competitive retail environment a
retailer cannot afford to consider merchandising as a ‘frill’. Everyone is competing for the
customer’s dollar. There are more choices out there for customers than ever before.
Merchandising is more than simply the arrangement of products on the shelf. It is an important
component of the business image. It should be considered when you design logo, business cards,
brochures, letter heads, packaging and product mix.
1.02 Objectives of the project
i) To examine on Shop & In shop visibility / availability (Dishtv Vs Competitors)
Firstly it is important to know the assets, when it comes to BTL promotion. Assets include:
All the On-shop and In-shop branding elements as discussed earlier.
Secondly it is important to understand, what availability here means. Availability here is referred
to weather the asset is installed or not.
ii) To examine product availability (Dishtv Vs Competitors)
Understanding of the products is necessary. The physical products of a DTH Brand are Set Top
Box (STB) and Recharge coupons (RC). Information about the availability of STB and RC
would solve the objective
iii) To examine Recharge availability (Dishtv Vs Competitors)
iv) To study product visibility (Dishtv Vs Competitors)

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It refers to the hardcore demo connections and the quality of its installation i.e. weather a demo
is there at the counter.
v) To understand offer awareness and acceptability (Dishtv Vs Competitors)
vi) To get a feed back on Dish TV’s services.
vii) Comparative Analysis of In-shop Demonstrators( Dishtv Vs Competitors)
Firstly it is important to know the assets, when it comes to BTL promotion. Assets include:
All the On-shop and In-shop branding elements as discussed earlier.
Secondly it is important to understand, what does availability here mean? Availability here is
referred to weather the asset is installed or not.
viii) To examine the quality of installation of the assets.
Here it is important to understand what is this quality of installation? Actually it refers to the
state in which the asset is present there, weather it is properly installed or dislocated or has a torn
flex or damaged due to some other reason.
ix) Monitoring the loss
Now, how to monitor the asset loss? Those shops where the assets were not found even when
they were installed by the company have to be registered as Loss of Asset at that particular
counter.
x) Top of the mind Brand
In terms of brand exposure, companies want to look for high levels of unaided recall in relation
to their competitors. The first recalled brand name (often called "top of mind") has a distinct
competitive advantage in brand space, as it has the first chance of evaluation for purchase..

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Page Project Report of “RETAIL AUDIT &
COMPARATIVE ANALYSIS OF BRAND VISIBILITY&
AVAILABILITY AMONG DTH PLAYERS “From Below link
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“RETAIL AUDIT & COMPARATIVE ANALYSIS OF BRAND
VISIBILITY& AVAILABILITY AMONG DTH PLAYERS”
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