This internship report summarizes the intern's work surveying the market share and customer preferences for Videocon d2h, a direct broadcast satellite television provider in India. The objectives of the internship were to analyze Videocon's market scenario, understand competitors' strategies, analyze product segmentation, and evaluate the company's weaknesses. Through primary and secondary research including customer and dealer surveys, the intern found that Videocon's main competitors Tata Sky and Dish TV had stronger brand recognition and provided better services and dealer margins. Recommendations included improving advertising, offering promotional deals, strengthening relationships with dealers, and addressing complaints about services.

1. Sanskriti School of Business
Internship
on
Market Holding Survey & Competitors
Analysis of
Videocon d2h
Anand
From 15th SEP. to 5th DEC. 2014
Avinash Singh Yadav
SSB/13A/05

2. Objectives of internship
1) Videocon Product Scenerio Over
Market Share & Understanding
Consumer Preference.
2) Competitors Analysis and
Understanding Their Strategies.
3) Product Segmentation in Market.
4) Product Positioning & Evaluation of
Company’s Weakness.

3.  Founded : 2009
 Headquarters : Mumbai, India
 Chairman : Anil Khera
Videocon d2h is the one of the largest Indian pay TV
providing direct broadcast satellite service (
satellite TV, audio programming and interactive TV
services).
Targets commercial and residential customers in
India.

4. CE & HA
DTH
Retail
Petroleu
m
BRAND BASKETS OF VIDEOCON
Energy

5. Competitors

6. Assigned work & activities
 Finding display share of the Videocon product in
every shop.
 Calculating monthly sale of the Videocon product in
every shop.
 Knowing about the problems faced by customers &
dealers.
 Participation of distributor in promotional activities,
schemes or communication process with
customers & dealers.
 Calls, enquiries and questions from customers &
dealers are well responded or not ?

7. Exhibiton held in handicraft trade fair,
organised behind big bazaar, Anand
Sponsored by United Sales Agency
OBJECTIVES
 To create awareness relating new schemes,
packages and on-going services.
 To Increase on-going sale and providing
information to dealers related to the distributor.
 To get the figure about the enquiries done by the
customer.
 To get the feedback from customer regarding their
perception and image about Videocon D2H.

8. Techniques used
 Primary and secondary research both used.
 Sample : Dealers and customers
 Sample size : 25-30 dealers and 50 customers.
 Approach : Survey method
 Tools: Questionnaire
D2H comparison chart, Swot analysis, Pie
charts and Data analysis & interpretation.

9. Loopholes
 Poor after sales services, network issues related to
distribution of proper displays and communication
gap.
 NO well established Distributor, customer’s service,
recharge complaints and sudden fluctuations in
prices shows the negative impression to the
company.
 Disc TV is the major competitors of Videocon D2H
here and they are providing the quality services in
relation to distribution, scheme awareness
programme etc which Videocon D2H is lacking to
provide and these services are the major needs of
the DEALERS AND CUSTOMERS.

10. Observation
 Tata sky & Disc TV are established brand in Anand
therefore not providing good margin to
retailers/dealers in comparison to Videocon d2h.
 Videocon d2h presence at ground level absent due
to communication gap & very rare visit by
executives in market.
 90% market of Anand region is held by top 3
players Disc TV, Tata sky & Reliance Big TV.
 “Isko lagaa daala to life jingalaala” of Tata sky is
most influential AD in Anand.
 Customers are mostly monthly subscribed.

11. Skills learnt
 Practically understand the operations and
processes in D2H services.
 During the survey it is observed that the real
problem faced by the customers.
 Meeting different people in various segment,
interviewing with them and actual user helped to
learn the basics of the D2H industry.
 During the survey came to know the real
competition between the major players of D2H
industry. It helped to understand the future of D2H
industry with its opportunity and threats.

12. Feedback to the organization
 Create an effective advertisement with an
influential punch line.
 Attract customers by exchange offer, discount offer,
cash back offer and face gift offer on the festival
occasions.
 Establish a cordial relationship with dealers and
PROVIDE time to time promotional display units
(POP) on retail shops.
 Combination of various national channels with
regional channels.
 D2H & BIG TV provides the free news channels for
the student like current news, share market, game,
and world news so mention it.
 Active participation required by the side of
distributor towards dealers/retailers.

13. 13