This document summarizes a study of DTH services in Pune, India. It analyzes Dish TV's business model and brand positioning relative to competitors. It also examines the dealer perception of Dish TV and the efficiency of its distribution and service franchise channels. Key findings include issues with visibility, service centers, and dealer relations for Dish TV. Recommendations are provided to address these gaps and improve Dish TV's market share.

13. COMPREHENSIVE STUDY
OF DTH SERVICES IN
PUNE

14.  Understanding of the Business Model and
Operation of Dish TV.
 Effectiveness of Dish TV as a Brand over the
retail outlets and its competitor’s position over
these outlets.
 Analyze dealer’s perception and association
with Dish TV.
 Efficiency of Distribution channel and Service
franchise.
 Awareness of new schemes offered by Dish TV
in the market.

15.  Hadpsar
 Chandan Nagar
 Mundhwa
 Kalyani Nagar
 Wadgaon Sheri
 Yerwada
 Wagholi
 Kharadi
 Bhudwarpeth
 Viman Nagar

16.  Undergone the knowledge and information
about the company through Dish TV website.
 Getting insight about the business model and
the market by working along with the
employee of the organisation.
 Visited retail outlets, distribution centre and
service franchise.
 Interacted with the employees working with
competitor firms.
 Getting feedback from the customers.

17.  RURAL – URBAN DIVIDE
 SERVICE ISSUE
 BRAND IMAGE
 DEALERS RELATIONS
 VISIBILITY
 INCREASING RECHARGE SHOPS

19.  1) Threat of new entrants-low( seven major
players in dth industry)
 2) Determinants of Supplier power: Very
High
 3) Rivalry among existing firms: Very High
(Price wars, litigations & Product promoting)
 4) Determinants of Buyer power: High: -
(Bargaining, More options & Price Sensitive
Buyers)
 5) Threat of Substitute products: Very High:-
(Cable Television, Internet Protocol television
& Terrestrial Television)

21.  FIRST ENTRANT IN THE DTH CATEGORY.
 ZEE GROUP.
 CUSTOMER FRIENDLY ,POCKET
FRIENDLY AND CUSTOMIZABLE
REGIONAL PACKAGES .
 SUPERIOR TECHNOLOGY.
 DISTRIBUTION NETWORK .

22.  ISP PROBLEM
 LOW VISIBILITY
 SERVICE CENTRE
 DEALERS RELATION

23.  India’s 140 million television owning
households.
 The roll-out of CABLES OPERATOR by the
government will impact the growth rate of
DTH category.
 Enrichment of value-added services with
gaming and a host of active services.

24.  DTH is currently a six player market, price cuts
and reduce margins.
 Improved quality of service by digital cable
operator.

25.  PROVIDE FREE SERVICES.
 PROVIDE TOLL-FREE FOR CUSTOMERS.
 BETTER MARKETING OF REGIONAL
CHANNELS.
 AREA WISE SERVICE CENTRE AND DSA
(DIRECT SALES ASSOCIATION)
 AWARD BEST PERFORMING DEALERS.
 IMPROVE AFTER-SALES SERVICE.
 DEDICATED SALES-FORCE.
 INCREASE VISIBILITY

26.  Understand the DTH Market in India.
 Growth, Opportunities and Challenges in the DTH
sector.
 Importance of point of purchase and point of sale.
 The gap between Rural and Urban Market.
 Significance of after sale service.
 Importance of dealers association with the brand.
 Contribution of distribution channel to earn
market.