A DETAILED STUDY OF BUSINESS

OPPURTUNITY OF UCN SET TOP BOXES IN

NAGPUR CITY
IN THE PARTIAL FULFILLMENT OF
REQUIREMENT FOR MASTERS DEGREE IN
MANAGEMENT STUDIES (M.M.S)
MR. TAMSEEL SHAKEEL SHAHJAHAN
DIV: A
ROLL NO: 37

SPECIALISATION: MARKETING
ACADEMIC YEAR: 2014-2015
UNDER THE GUIDANCE OF

PROF. BHARAT NADKARNI

UNIVERSITY OF MUMBAI
ANJUMAN-I-ISLAMS

ALLANA INSTITUTE OF MANAGEMENT STUDIES

(AIAIMS)
MUMBAI

ANJUMAN-I-ISLAMS

ALLANA INSTITUTE OF MANAGEMENT STUDIES

(AIAIMS)
MUMBAI 400001.

Certificate

This is to certify that Mr. Tamseel Shakeel Shahjahan a student of AnjumanI-Islams Allana Institute of Management Studies (AIAIMS) pursuing final
year M.M.S has completed the dissertation report on A DETAILED STUDY
OF BUSINESS OPPURTUNITY OF UCN SET TOP BOXES IN NAGPUR
CITY in the academic year 2014-2015.

DATE:

PLACE:

___________________
PROF. BHARAT NADKARNI
PROJECT GUIDE
JBMIS

_____________________
DR. LUKMAN PATEL
DIRECTOR
AIAIMS

DECLARATION
Project title: A Detailed Study of Business Opportunity f UCN Set Top Boxes
in
Nagpur City.
Submitted On:
Under the guidance of: Prof. Bharat Nadkarni.
College: Allana Institute of Management Studies (AIMS)
This is to declare that. I, Tamseel Shakeel Shahjahan student of Allana
Institute of Management Studies (AIMS) IVTH Semester (Marketing) hereby
declare that I have completed the project report on A Detailed Study of
Business Opportunity of UCN Set Top Boxes in Nagpur City in the
Academic year 2014-2015.
This information submitted by me is true and original to the best of my
knowledge.
Date:
Place:

__________________
Mr. Tamseel Shakeel Shahjahan
Roll no. : 38
Div : A
Specialisation: Marketing

ACKNOWLEDGMENT

It was a great opportunity for me to work with UCN CABLE limited, pioneers UCN
telephones and Set top boxes. I am extremely grateful to those who have shared their
expertise and knowledge with me and without whom the completion of this project would
have been virtually impossible.

Firstly, I would like to thank my project guide Mr. Zaheer Ansari, Regional Distributor
and Sales Manager UCN Cable Ltd., who has been a constant source of inspiration for
me during the completion of this project. He gave me invaluable inputs during my endeavor
to complete this project.

I am indebted to all staff members of UCN Cable Ltd. for their valuable support and cooperation during the entire tenure of this project. Not to forget, all those who have kept our
spirits surging and helped me in delivering my best.

I would like to record my thanks to reverent Prof. Bharat Nadkarni my project guide who
helped me in my project.

The acknowledgement will not be complete without a vote of thanks to all other people
who helped me in one way or the other in completion of this project.

Project Report
On
Business Opportunity of UCN Set Top
Boxes in Nagpur city
Submitted in requirement of partial
Fulfillment of
Masters of Management Studies
By
Tamseel Shakeel Shahjahan
M.M.S
Div- A Roll
no. 38
UCN CABLE LIMITED
(A UCN CABLE Enterprise)

Index
Sr. No.

CONTENTS

Page No.

Executive Summary

Introduction

Profile

Marketing and Exports

10

Management

12

Values

13

Quality policy

14

Quality Achievements

14

UCN CABLE venture in Set Top Market

15

10

SWOT Analysis

18

11

Competitive analysis

19

12

Research objective

21

13

Methodology

22

14

Field work

24

15

Research Tools

25

16

Data analysis

26

17

Conclusion

50

18

Findings

52

19

Learnings

53

20

Limitation

54

21

Bibliography

55

22

Annexure I (Questionnaire)

60

23

Annexure II (Coding)

63

Executive Summary
This project which was undertaken as a part of the M.M.S. curriculum was aimed at finding
the business opportunity of UCN Set Top Boxes and comparative analysis between
different brands available in the market of Set Top Boxes in free available channels.

The primary objective of the training was to get the feel of the working patterns relevant in
the multinational corporations today and to what extent our course curriculum helps us in
polishing ourselves in the corporate scenario.

The projects undertaken were:

To see the overall potential and scope of Set Top Boxes of UCN in semi-rural
market

To find the market competitiveness for STBs.

To determine the customer attitude towards STBs.

This research is based on the comparative analysis of UCN Set Top Boxes with other brands
in the market.

On the basis of the conclusions, various recommendations have been given for UCN. For
instance the research could be used by the Assistant Relationship Managers and the
Relationship Executives of UCN Cable Limited to improve the level of service. It could be
also useful to the advisors to give better suggestions to their distributor.

INTRODUCTION:

In earlier days there was only one TV channel in India the Doordarshan,
Channel Doordarshan was owned and operated by government of India. In those eras
every home which had a TV set used to have its own antenna to capture the signals.
The Cable Television Ordinance Law was passed in January 1995. This
enabled cable operators to feed channels and later on private companies were allowed
to air their own channels and this led to the explosive growth in number of TV
channels and number of cable operators. The growth of TV channels & cable
operators created a big industry and market opportunities.
Until few years back there were as many as 1,00,000 cable operators across
India. However the services provided by cable operators were poor. The strikes,
increase in tariff plan, selective broadcast and poor services were major cause of
dissatisfaction among the customers. This has created an opportunity for DTH, which
serves an immediate threat to the high-end cable networks. Some of the key players in
the industry are DishTV by Zee group, TataSky joint venture of Tata & Star TV, Big
TV by Anil Dhirubhai Ambani Group, Digital TV by Bharti Tele media, SUN Direct
from the promoters of Sun TV. There are some other companies who are
contemplating to start their own DTH like Videocon.
The Indian market was till now dominated by the presence of local cable TV
operators and had complete monopoly over it. DTH opened an option for Indian
Consumers to opt for the satellite service to obtain television channels direct to their
homes without any intermediaries. It also provided several value added services to
enhance their television watching experience.
Still, as DTH is still a relatively new category and most people were hesitant to
experiment with it. While Indian consumers were not completely satisfied with their
cable services, they did not feel the need to switch over to any other means of
entertainment. It was therefore imperative for companies such as Tata Sky, Dish TV,
Reliance BIG TV, SUN Direct, AIRTEL Digital TV, DD Direct+ & Videocon d2h to
educate the consumers about the advantages of the service and in turn create an urge
to invest in it.
9

There is an immense opportunity for DTH in the Indian market. The

opportunity in India almost 10 times that in developed countries like the US and
Europe. For every channel there is a scope for broadcasting it in at least ten different
languages. So every channel multiplied by ten that is the kind of scope for DTH in the
country.
The way DTH reaches a consumer's home is different from the way cable TV
does. In DTH, TV channels would be transmitted from the satellite to a small dish
antenna mounted on the window or rooftop of the subscriber's home. So the
broadcaster directly connects to the user. The middlemen like local cable operators are
not there in the picture.
DTH can also reach the remotest of areas since it does away with the
intermediate step of a cable operator and the wires (cables) that come from the cable
operator to your house. As we explained above, in DTH signals directly come from
the satellite to your DTH dish.
DTH offers better quality picture than cable TV. This is because cable TV in
India is analog. Despite digital transmission and reception, the cable transmission is
still analog. DTH offers stereophonic sound effects. It can also reach remote areas
where terrestrial transmission and cable TV have failed to penetrate.
Apart from enhanced picture quality, DTH has also allows for interactive TV services
such as movie-on-demand, Internet access, video conferencing and e-mail. But the
thing that DTH has going for it is that the powerful broadcasting companies like Star,
Zee, etc are pushing for it.
In DTH, the payments will be made directly by the subscriber to the satellite
company offering the service. A big problem that broadcasters face in India is the
issue of underreporting of subscribers by cable operators.
Consider the cable operators pyramid. Right at the top is the broadcaster. Next
comes the Multi Service Cable Operator (MSOs) like Siticable, InCable, etc. Below
them are the Access Cable Operators (ACOs) or your local cable guy who actually
lays the wires to your house. The local cable operators or the ACOs then allegedly
10

under-report the number of subscribers they have bagged because they have to pay the
MSOs something like Rs 30-45 per household. Showing a lesser number of
households benefits ACOs.
With no way to actually cross check, the MSOs and the broadcasters lose a lot.
Broadcasters do not earn much in subscription fees and are mostly dependent on
advertisement revenue to cover their costs, which is not sustainable and does not offer
high growth in revenues for broadcasters.
The way out of this is to use a set-top box so that it will be clear how many
households are actually using cable or going for DTH where broadcasters directly
connect to consumers and can actually grow revenues with a growth in the subscriber
base.
Today, broadcasters believe that the market is ripe for DTH. The prices of the
dish and the set-top box have come down significantly. Overall investments required
in putting up a DTH infrastructure has dropped and customers are also reaping the
benefits of more attractive tariffs.
The major thing that DTH operators are betting on is that the service is coming
at a time when the government is pushing for CAS (conditional access system), which
will make cable television more expensive, narrowing the tariff gap between DTH and
cable.
DTH faces stiff competition from the terrestrial, cable and IPTV. As per the
industry estimates, there are 130 million TV homes of which 85 million are served by
cable and around 16 million by DTH with the remaining taken by terrestrial
transmission.

PROFILE

11

Established in 1998, UCN has been a pioneering force in the telecom sector and has many
firsts to its credit. Today, UCN is India's leading private sector provider of
telecommunications with about 3,000 fixed line customers. It is the largest landline
provider in India with a market-share of 35 per cent (March 31, 2013). UCN also provides
reliable end-to-end data and enterprise services to its customers by leveraging its
nationwide optic fiber backbone, last mile connectivity in fixed line and mobile circles,
VSATs, ISP and international bandwidth access through its gateways and landing station.

The manufacturing facilities are spread across three ISO-9000 certified plants, which have
a combined installed capacity of 50000 telephones annually. The company manufactures a
wide range of telephone models under the brand name UCN.

UCN Cable produces a comprehensive basket of telephone instruments covering the entire
segment of the market. Our portfolio comprises of over 35 models spanning the basic,
feature-rich and cordless telephone categories. It commands a market share of over 40% in
the retail market, 95% in the private TELCO's and over 60% share in the incumbent (BSNL
& MTNL) . The company has been in the forefront of growing the open retail market by
providing feature-rich and world-class telephone products at affordable p rices.

Come 2005, and UCN has journeyed across seven years of creating history. In 2000, UCN
manufactured phones for 'Sprint', the American telecom mammoth. Shortly after, in 200304, came ISO 9001-2000 accreditations for the manufacturing units. And in a short span of
time, UCN was already the market leader. Cornering half of the Nagpur market,
UCN became 'Nagpurs Favorite Phone'.

In between these years, while acclaim and achievements were flowing fast and steady, UCN
was initiating and implementing steps that would take them beyond the borders of India.
The immediate necessity was to establish an in-house research and development base. This
was necessary on two counts - Firstly, to indigenize technologies for the local market, and
secondly, to pioneer new technologies.
12

During the year 2013-14, the company enhanced its retail market share to 45% besides. The
company is said to have an installed capacity of 0.2 million phones at its factories located
in Kamptee and Itwari, and is the largest phone manufacturer globally, outside China.

UCN achieved a turnover of Rs 250 crore during the fiscal 2013-14. The company
manufactured 70000 million telephone sets during the year, of which 70 per cent were
supplied to two state-owned companiesBSNL and MTNL. About 20 percent of the
phones were procured by private service providers and retail markets, and the rest were
exported.

It plans to increase the retail outlets selling its phones from the present 100 to 150 by March
2015. Among other things, the company is in the process of setting up call centers in the
city.

MARKETING AND EXPORTS

13

DOMESTIC AND INTERNATIONAL

After years of careful and focused brand-building, UCN is recognised as a trusted brand in
India and is poised to take on global players in the most competitive international markets.

UCN has also pioneered SMS phones. With this landmark development, India now has the
pride of joining the select set of countries that offer SMS on and from fixed-line telephony
service platform worldwide.

14

Indian PTT has accepted UCN instruments whole heartedly and the brand has a 60% share
in this market.

The private service providers have shown great faith in UCN products and appreciate the
company's ability to customize the phones to their specifications. UCN has garnered over
95% of this market.

The company's marketing network encompasses over 70 distributors and over 3000 dealers.

MANAGEMENT
Zaheer Ansari[L]( Regional Distributor and Sales Manager

15

UCN Cable Ltd.)

VALUES
UCN VALUES
We will meet global standards for products and services that delight customers through:

Customer service focus

Innovative products and services.

Empowered employees

16

Cost efficiency.

CUSTOMER
We will be responsive to the needs of our customers.
PEOPLE
We will trust and respect our employees.
LEARNING
We will continuously improve our products and services- innovatively and expeditiously.
COMMUNITY & PARTNERS
We will be transparent and sensitive in our dealings with all stakeholders.

QUALITY POLICY
At UCN ltd. quality has always been among the top priority.

QUALITY OBJECTIVES
Quality objectives (key result areas affecting the process or product quality are identified
as quality objectives) are made / established to continually improve upon the organizations

17

performance. These objectives can be measured i.e. are data based so that these can be
effectively and efficiently reviewed

QUALITY ACHIEVEMENTS

Golden Peacock Innovative Product/Services Award in the Telecommunication

Sector for the year 2002, the Golden Peacock For Innovative Management for the
year 2004 and Most Innovative Product in 2005.

Recipient of the ESC Award for Excellence in Exports in Telecommunication

Equipment in 2001-02 and 2002-03.

Winner of the Voice & Data Award for "Top Telephone Manufacturer" in 200203
and 2003-04.

Won the Consumer World Award for 2004

Awarded the "Top Fixed Line Phones Company-2006" by Voice and Data.

UCN Ventures into Set-Top Box Market

Friday, September 23, 2005: In a bid to expand and diversify its business, UCN CABLE
Teletect has announced its venture into the digital set-top boxes market for the directtohome (DTH) services.
The company would introduce the boxes under its own brand name UCN set top box. It
would start the plan with an initial investment of $2 million.

18

UCN, a UCN CABLE Group enterprise is North Maharashtra leading telephone instrument
manufacturing company. In the beginning it only plans to import the set boxes and has
targeted a sale of 20,000 boxes by the end of this year. However, it plans to do in-house
manufacturing in Kamptee and Mominpura once the market picks up the product.

The set box combined with a small dish antenna that will enable the subscribers to view 33
free-to-air channels of Prasar UCN CABLE and listen to 12 FM channels. These set boxes
would be made available through 10 distributors and 80 dealers by the end of this fiscal.

Out of the 6,00,000 that are furnished with television sets in the country only half have
access to the cable systems. The remaining 50 per cent rely on the conventional system of
receiving the signals and thus end up getting very limited channels.

UCN Ltd. EYES 30% MARKET SHARE IN STB

NAGPUR: According UCN Teletech is targeting to double sales of its free-to-air set-top
boxes (STB) in terms of volumes to consolidate its market share to 30 per cent by the end
of this fiscal.

The company, which is the largest manufacturer and distributor of telecom and allied
products in India, also leads in the organised market of free-to-air digital STBs in the
country with 18 per cent market share since launching 'UCN set-top box towards the end
of 2005.

19

According to CEO Prathamesh Mathur, the company sold 1.75 lakh set-top box units last
fiscal, up from 65,000 units in 2005-2006. We are now looking at increasing the sales to
3.5 lakh units by the end of the current fiscal and the company is looking at further
enhancing and capturing 30 per cent of market by the end of the current financial year. The
entry into the STB segment has enabled UCN CABLE Teletech to shore up its revenues in
the last fiscal.

To meet this target, the company plans to increase its distribution network. Today, the
company have a national network of 225 distributors, 5,000 retailers and 152 service
centres in the upcountry and rural parts for the STB segment. The company is planning to
augment the network to 325 distributors, 6,500 retailers and 225 service centres by the end
of this fiscal.

Aided by lowering of prices to Rs 1,700-Rs 3,400 for a STB and dish antenna, which would
enable views in semi-urban and rural areas to catch the free-to-air Doordarshan channels
and more channels are on the offing once DD takes a final decision regarding them, Kapur
said, adding the company would try to further reduce prices through focus on research and
development.
Over 100 million homes in India have television and cable systems provide entertainment
to around 50 per cent of these homes. The remaining 50 per cent of households rely on the
traditional antenna-based system, which provide only a limited number of channels.

With STBs, these households can watch 35 free-to-air channels on the C & KU band
frequency, in addition to the regional channels. They can also access 20 radio channels of
Prasar UCN CABLE. The company was targeting this segment in semi-urban and rural
areas, he said.

UCN CABLE Teletech currently imports these boxes from its contract manufacturers in
China and would wait to achieve a critical mass in sales to take a decision on manufacturing
locally, Kapur said.

20

SWOT ANALYSIS OF UCN DTH SYSTEM

SRENGTH

WEAKNESS

1.Strong brand, leadership in the market

1. No experience in DTH service.

2. Good knowledge of Indian Market

2. Developing market not aware of Potential.

3. Good network of Service Centres

3. Late entry in the DTH market.

4. Price higher that the available local brands.

OPPORTUNITY

THREAT

21

1.

Export market

1. The price sensitive market

2.

Emerging market

2. Low priced Chinese products available

in the market.

3.

Absence of good brand in the free to air

DTH service.

3. Large number of local brands available

at cheap prices.

COMPETITIVE ANALYSIS

TATA SKY
TATA-SKY is a joint venture of Tata and Star TV owned by News Corporation. It consists
of 80:20 joint ventures between Tata and Ruper Murdoch. It geared up in second half of
2006. It also tied up with overseas company to ensure steadily and timely availability of
Set Top Boxes.

CHIARMAN- Ishant Hussain

Market Share- 40% in Indian Market

Consumers- Total numbers of consumers of Tata Sky are half a million and will be one
million by the last of the year 2014.

22

DISH T.V
It was launched in October 2003 by Essel Group. Its initial thrust was in rural areas where
cable TV was a rarity and terrestrial transmission of doordarshan was fuzzy. The standard
revenue has increased to Rs. 1943.35 million. Dish TV has also approved issue of Stock
Options to employees of the Company under the Employee Stock Option Scheme, 2007,
subject to approval of the shareholders at the ensuing Annual General Meeting.

CEO- Arun Kumar Kapoor

Chairman- Subhash Chandra

Market Share 75 % in Indian Market
Consumers- 1 million subscribers and adding 100,000 subscribers per month. Currently
there are 13.8 lakh subscribers and will be 40 lakh by 2014

23

RESEARCH OBJECTIVES

Objective:
TO FIND THE BUSINESS OPPURTUNITY OF UCN SET TOP BOXES IN A
SEMI URBAN MARKET OF FREE AVAILABLE CHANNELS.

Sub objectives:
1. To understand STB market for determining the market potential.

2. To find the market competitiveness for STBs.

3. To determine the customer attitude towards STBs.

24

RESEARCH METHODOLOGY

25

SAMPLE & POPULATION:

The sample size is, which is sufficient to do the analysis more effectively. As
a general rule of thumb data is more enough to analyze, however in the present
study the total sample size is 80 .The target population of the survey
constitutes the TV households in Wardha region.

DATA:
Here mainly primary data collected from the Distributors in Wardha region by filled
up the questionnaire.

QUESTIONNAIRE:
The questionnaire is well designed and close ended type, so that people easily
filled the questionnaire according to their perception. People always flexible to
give their answer objectively. So here open ended question is more effective
as the target population is households.

TOOLS & TECHNIQUES:

Descriptive statistics used here to analyze frequency of the DTH TV satellite
and cable TV and have used Factor analysis also to analyze the various
influencing factors of DTH TV services which influenced people to switch
over from DTH TV to Cable TV.

SOFTWARE:
SPSS & EXCEL used here to analyze the primary data. SPSS is very useful
here to effectively analyze the data and get effective result which is reliable
enough as sample size is sufficient to analyze.

26

Field Work
For this research divided the entire district into zones and drew out samples out of each
zone. The size of samples drawn from each zone depended on the prospective ness of the
particular area. For e.g., if a particular research area consisted of Offices then the sample
size would obviously be higher than an area like Shopping mall or PVR. This is because
Office employees constitute the service sectors who are the active investors of today. Also,
the office areas consist of people from the business class who have always been in the hunt
for quick money, not to forget that smart and timely investment in the share market can
yield to enormous returns.

After dividing the city into zones, the Target shopkeepers were probed using Interviews
and questionnaires. These were later analyzed to draw out conclusive results.

The Research Area Comprised of the following places:

SNo.

Areas Covered

Sample Size

1.

Kanhaan

16

2.

Itwari

18

3.

Sita Buldi

4.

Mominpura

5.

Kamptee

30

RESEARCH TOOLS

27

Research Design: Descriptive

Source of Data: Primary Data & Secondary Data.

Primary

Data

Questionnaire.

Secondary Data o
Websites
www.UCN.net
www.UCN CABLE.com
Data collection Method o
Survey Method.

Survey instrument

o Questionnaire (Closed

and Open Ended).

Method of communication o
Personal Interview

Sample Size o
80

Area Covered o
Nagpur District o
Gondia District

DATA INTERPRETATION

28

 How many STB/Receiver/DTH you sell in a month

29

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

01-05

53

66.3

66.3

66.3

05-10

25

31.3

31.3

97.5

10-20

2.5

2.5

100.0

Total

80

100.0

100.0

Comments- This question was meant to find out the market potential by closely studying
the total number of DTH sold in a month. It is clearly seen that 67% of shopkeepers sell on
an average three to four DTH system in a month and 31% sell on an average of 7 to 8 DTH
in a month and only 2% sell more than 10 DTH in a month these are mainly those
shopkeepers who supply the DTH system in nearby rural area.

30

 What price you sell STB/DTH to end customer (Cost Of STB +Dish + LNB +
Installation charges)
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

1000-1250

8.8

8.8

8.8

1250-1500

29

36.3

36.3

45.0

1500-1750

27

33.8

33.8

78.8

11

13.8

1750-2000
2000+
Total

13.8

92.5

7.5
6

7.5

80

100.0

100.0
100.0

Comments- This question was meant to closely study the price of DTH by the shopkeepers.
There are large number of local brands of DTH (free to air) available in the market also
31

including the Chinese products. Most of them sell the product ranging between Rs 1250 to
Rs. 1750 as the customers are not ready to pay more when the same type of product is
available at cheaper price.

32

 Importance of Brand while purchasing DTH system.

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

not important
partially
important

44

55.0

55.0

55.0

21

26.3

26.3

81.3

important

10

12.5

12.5

93.8

6.3

6.3

100.0

80

100.0

100.0

most
important
Total

33

COMMENTS- This question was framed to find out the customer buying behaviour while
purchasing the DTH system for their homes. It was found that brand does not play an
important role during the purchase. And also when they find the same content in every local
manufactured and the branded product they opt for the local one.

34

 Importance of content in sale in Free to Air DTH system

Valid
Percent
Frequency
Valid

not important
partially
important
important
most
important

Total

Percent

Cumulative
Percent

11.3

11.3

11.3

16

20.0

20.0

31.3

31

38.8

38.8

70.0

24

30.0

30.0

100.0

80

100.0

100.0

35

COMMENTS- The content of the product is very important to the buyers which is
satisfied by the above bar charts
Importance of Cost while purchasing the DTH system for free to air channels
Cumulative
Importance
Valid

not important
partially
important
important
most
important

Total

Frequency

Percent

Valid Percent

Percent

8.8

8.8

8.8

12

15.0

15.0

23.8

25

31.3

31.3

55.0

36

45.0

45.0

100.0

80

100.0

100.0

36

COMMENTS- The customers in rural and semi-urban market are very sensitive to
the pricing of any product they buy. It is clear from the above bar charts that cost
of the DTH plays an important factor to decide them to purchase the product.
Are you aware that UCN is offering Free to Air STB at Market

Awareness of UCN
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

no

34

42.5

42.5

42.5

yes

46

57.5

57.5

100.0

Total

80

100.0

100.0

37

COMMENTS- This questioned was basically to find out that are the shopkeepers aware
that UCN have launched the DTH system to watch free to air channels and it was found
that only 58 % were aware of the product.

How do you rate STB vis--vis cable operator on the basis of cost of facility?

Cumulative
Frequency
Valid

Valid Percent

Percent

Fair

2.5

2.6

2.6

Good

65

81.3

83.3

85.9

11

13.8

14.1

100.0

78

97.5

100.0

2.5
100.0

Excellent
Total
Missing

Percent

System

80
Total

38

COMMENTS- This questioned was framed to fulfill the second objective of the research
i.e. to find out the customer attitude for the DTH system. It was found that 83 % of people
are satisfied with the cost paid by them to buy the DTH system.

39

40

 How do you rate STB vis

--vis cable operator on the basis of Quality of

Telecast?
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Fair

11

13.8

13.8

13.8

Good

30

37.5

37.5

51.3

Excellent

39

48.8

48.8

100.0

80

100.0

100.0

Total

41

 How do you rate STB vis

COMMENTS- It was found that Quality of Telecast is good as compared by the cable TV.
--vis cable operator on the basis of Service
rendered by DTH vis--vis cable?
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Poor

1.3

1.3

1.3

Fair

22

27.5

27.5

28.8

Good

40

50.0

50.0

78.8

42

 How do you rate STB vis

Excellent

17

21.3

21.3

Total

80

100.0

100.0

100.0

COMMENTS- With the help of this question it was found that service provided by the
DTH system to view the free to air channels are far better as compared to cable TVs as
whenever the problem arises in the DTH, it is serviced by the company as fast as possible
--vis cable operator on the basis of Availability
of Channels?

43

 How do you rate STB vis

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

fair

46

57.5

57.5

57.5

good

27

33.8

33.8

91.3

8.8

8.8

100.0

80

100.0

100.0

excellent
Total

44

 How do you rate STB vis

COMMENTS- As the free to air does not consist of less entertainment channels such as
star plus, zee tv , and also currently there are less free channels , customers are not satisfied
with the availability of channels.

45


Name top three brands in order of monthly sales. (Free to air)
Cumulative
Frequency
Valid

power
universal
dab
weston
others
Total

Percent

Valid Percent

Percent

33

41.3

41.3

41.3

13

16.3

16.3

57.5

8.8

8.8

66.3

15

18.8

18.8

85.0

12

15.0

15.0

100.0

80

100.0

100.0

46


COMMENTS- This question was framed to find out the market competitiveness of STB
and to find out the major players available in this category. It was found that major market
is captured by the Power and after it comes Weston and Universal.
What is the general warranty period provided by most of the brands?

Frequency
Valid

Percent

Valid Percent

Cumulative Percent

3.00

7.5

7.5

7.5

6.00

65

81.3

81.3

88.8

12.00

11.3

11.3

100.0

Total

80

100.0

100.0

47

COMMENTS- Most of the brands of the free to air DTH systems provide the warranty
Period of the 6 months.

What additional feature and services you suggest to the company?

Frequenc
y
Valid

increase service

Valid
Percent
Percent

23

28.8

33.8

Cumulative
Percent
33.8

48


facility increase

17

21.3

25.0

58.8

20

25.0

29.4

88.2

10.0

11.8

100.0

68

85.0

100.0

12

15.0

80

100.0

warranty period
money back facility
Others
Total
Missing System
Total

COMENTS- On the basis of this question it was found that company should have good
service facility in the area where it want to launch the product and also have reasonable
warranty period.

49

PICTURE QUALITY AS AN INFLUENCING FACTOR TO SWITCH OVER

How picture quality of DTH influence you to switched over

Statistics
N

Valid

153

Missing
Mean

176

Median
Mode

4.4967

Std. Deviation
Variance

25

Percentiles

50
75

5.0000

5.00

.66019

.436

4.0000

5.0000

5.0000

50

51

CHANNEL PACKAGE AS AN INFLUENCING FACTOR TO SWITCH OVER

Statistics

How channel packaging of DTH influence you to switched over

N

Valid

153

Missing
Mean

176

Median
3.8497

Mode
Std. Deviation
Variance
Percentiles

25 50
75

4.0000
4.00
.99188
.984
3.0000
4.0000
5.0000

52

53

NO DISTURBANCE OF SERVICE AS AN INFLUENCING FACTOR

Statistics

How no disturbance of service of DTH influence you to switched over

N

Valid

153

Mean

Missing

176

Median
Mode
4.2157

Std. Deviation
Variance

25

Percentiles

50

5.0000

75
5.00

1.12356

1.262

4.0000

5.0000

5.0000

54

55

CONCLUSION

There is a lot of market potential as no major brand is available in the market

providing free to air channels as Out of the 100 million homes that are furnished
with television sets in the country only half have access to the cable systems. The
remaining 50 per cent rely on the conventional system of receiving the signals and
thus end up getting very limited channels.

Also every year the number of free to air channels are increasing so the market
opportunities are also increasing in the free to air DTH systems

Through market research I came to know that there exists large number of players
in the market in the free to air DTH system category

There are many local brands and the imported brands from China available in the
market and as the people in the rural areas and in semi urban areas are price
sensitive while purchasing the product they are more convinced by these imported
products as they are cheaper and has the reasonable warranty period.

It was gathered from the research that the awareness of UCN Set Top Boxes not
Quite Significant in the free to air DTH system so they must take an appropriate
step to increase the awareness in the market.

Due to less availability less number of service centers many shopkeepers do not
want to sell the product because at the time of repair (if required) they have to send
the product to Nagpur or nearby service centre which is also not too near. This
process is time consuming and also costly and the cost of sending the product and
receiving back have to be incurred by the shopkeeper.

56

FINDINGS
1) Maximum Dealers keep DTH kit and recharge facility.
3) There is a communication gap between the company and the dealers.
4) Availability of vouchers lie between price ranges from Rs. 150 to 600.
5) Availability of voucher is one of the major issues among DTH dealers.
6) EPRS system seems to be the most troublesome recharge option for DTH.
7) Customer care service is considered to be very poor as dealers often complain of problems
in recharge process.
8) Many dealers say they recommend UCN DTH because they get the installation done
much faster in comparison to Tata Sky and Airtel.
9) The company hasnt been able to keep up the promises made to the customers, like
installation and activation commitments are often not met.
10) Communication between the Call Centre and the Service centre is not good.
11) Customer Care is not reachable on Toll-Free easily, waiting time is high on toll-free
numbers.
12) Changes in price plans and offers more frequently confuses customers which beings down
the consumer satisfaction levels.

57

13) Most dealers surveyed have complained that the Distributor/Sales people do not visit
much and they are not receiving sufficient support.

LEARNINGS

1. For this research make me learn to apply a lot of theoretical knowledge into
practical use.

2. As my work included the monitoring of sales, made me some of the ground rules
of selling their product.

3. It enable me to handle the month end stress when it is time to complete the
targets.

4. For this research it made me came to know the various work culture rules and
ethics that are required to be followed in the organization.

5. In this research also found that it is very important to build a relationship with a
client as it brings more business.

58

LIMITATIONS

1. Usual sampling errors may exist.

2. The universe selected was Wardha region. So the result cannot be generalized.

3. Some of the shopkeepers may be uninterested and may not have replied
correctly.

4. Respondent may also be biased due to several reasons.

5. Some respondents are unwilling to talk. Some respondents either do not have
time or willing does not respond, as they are quite annoyed with the
Questionnaire

6. Sample size was small which may affect the reliability of the result

59

BIBLIOGRAPHY
KOTLER, P. & KELLER L. K. (2009) MARKETING MANAGEMENT,
PEARSON PRENTICE HALL, DELHI
LOVELOCK, C., WIRTZ, J. & CHATTERJEE, J. (2009) SERVICE
MARKETING, DELHI
MALHOTRA, K. NARESH (2008) MARKETING RESEARCH, PEARSON
PRENTICE HALL, NEW DALHI
BASU, P. (2008) RESEARCH PROPOSAL ON CONSUMER DECISION
BUYERS GUIDE- ELECTRONICS FOR YOU- FEB 2009
GANGULI, S. (2008) DRIVERS OF CUSTOMER SATISFACTION IN THE
INDIAN CELLULAR SERVICES MARKET, THE ICFAI UNIVERSITY
PRESS, NEW DELHI
GARTNER (2007) RESEARCHER
INDIAN READERSHIP SURVEY 2008 R2 (2008)
KOTHARI, AMI & VELISETTY SWATHI SOOD PALAK (2008)
COMSTAT 2008- TATA SKY
KUMAR, G. (2008) COMPETITIVE STRATEGY: INDIAN DTH MARKET,
RELIANCE BIG TV
PRICEWATERHOUSECOOPERS PVT.
INDIAN

LTD, (2009)

ENTERTAINMENT AND MEDIA OUTLOOK 2009

RAJPUT, S. S. (2008) MAKRET STRUCTURE: INDIAN DTH INDUSTRY
RNCOS INDUSTRY RESEARCH SOLUTION (2009) INDIAN DTH
MARKET FORECAST TO 2012
SINGH, S. V. (2008) DIRECT TO HOME(DTH)

60

 UMAPATHY SIVASUNDARAM (2007) INDUSTRY ANALYSIS- DTH

INDUSTRY IN INDIA
VARMA S. & HOHN D. (2006) DTH VS CABLE TV: SKY WARS IN INDIA

61

WEBSITES VISITED
HTTP://EN.WIKIPEDIA.ORG/WIKI/COMPLEMENTARY_GOOD
HTTP://EN.WIKIPEDIA.ORG/WIKI/OLIGOPOLY
WWW.AIRTEL.IN/WPS/WCM/CONNECT/DTH/BHARTI+DTH/HOME
.D
THPG-HOMEPAGE
WWW.APNADTH.COM/TECH_OVER.HTM
WWW.BIGTV.CO.IN.ABOUT-BIGTV.HTML
WWW.CONTENTSUTRA.COM/ENTRY/419-IPTV-WILLSTRUGGLE-IN-

INDIA-SAYS-GARTNER/
WWW.DISHTV.IN/STATIC/PDF/MGMT.%20DISCOUNT%20&%20AN
A LYS
IS.PDF
WWW.GOOGLE.COM
WWW.IBSCDC.ORG/COMPETITIVE_STRATEGIES_CASE_STUDIES.
A
SP_
DTH_VS_CABLETV
WWW.INDIASTUDYCHANNEL.COM/RESOURCES/CATEGORY3.AS
P
X/C OMPARISON_CABLETV _DTHTV
WWW.MANAGEMENTPARADISE,COM
WWW.SCRIBD.COM
WWW.TATASKY.COM/WHY-TATA-SKY.HTML

62

REFERENCES

KOTLER, P. & KELLER L. K. (2009) MARKETING MANAGEMENT,

PEARSON PRENTICE HALL, DELHI
MALHOTRA, K. NARESH (2008) MARKETING RESEARCH, PEARSON
PRENTICE HALL, NEW DELHI
GANGULI, S. (2008) DRIVERS OF CUSTOMER SATISFACTION IN THE
INDIAN CELLULAR SERVICES MARKET, THE ICFAI UNIVERSITY
PRESS, NEW DELHI
PRICEWATERHOUSECOOPERS PVT. LTD, (2009) INDIAN
ENTERTAINMENT AND MEDIA OUTLOOK 2009
UMAPATHY SIVASUNDARAM (2007) INDUSTRY ANALYSIS- DTH
INDUSTRY IN INDIA
RNCOS INDUSTRY RESEARCH SOLUTION (2009) INDIAN DTH MARKET
FORECAST TO 2012
KUMAR, G. (2008) COMPETITIVE STRATEGY: INDIAN DTH MARKET,
RELIANCE BIG TV
KOTHARI, AMI & VELISETTY SWATHI SOOD PALAK (2008) COMSTAT
2008- TATA SKY
VARMA S. & HOHN D. (2006) DTH VS CABLE TV: SKY WARS IN INDIA
RAJPUT, S. S. (2008) MAKRET STRUCTURE: INDIAN DTH INDUSTRY
BUYERS GUIDE- ELECTRONICS FOR YOU- FEB 2009
INDIAN READERSHIP SURVEY 2008 R2 (2008)
GARTNER (2007) RESEARCHER

63

WWW.INDIASTUDYCHANNEL.COM/RESOURCES/CATE
GORY3.ASPX/C
OMPARISON_CABLETV _DTHTV
WWW.IBSCDC.ORG/COMPETITIVE_STRATEGIES_CASE_STUDIES.ASP_
DTH_VS_CABLETV
WWW.AIRTEL.IN/WPS/WCM/CONNECT/DTH/BHARTI+DTH/HOME.DTH PGHOMEPAGE
WWW.TATASKY.COM/WHY-TATA-SKY.HTML
WWW.BIGTV.CO.IN.ABOUT-BIGTV.HTML
WWW.SCRIBD.COM/WHAT-IS-DTH/2004

ANNEXURE I (QUESTIONAIRE)

64

QUESTIONNAIRE

Kindly fill the following particulars

Name of Outlet ___________________________________________________________
Name of Concerned person _________________________________________________
(Attach Business Card)

Answer the following questions, by ticking the relevant option

1.

What Kind of STB/Receiver/DTH you sells A

Free to Air

B Paid
2.

How
a month
A

many

01-05

C 10-20

3.

STB/Receiver/DTH you sell in

B

05-10

20 plus

What price you sell STB/DTH to end customer.

(Cost Of STB +Dish + LNB + Installation charges)

4.

Rs 1000 Rs 1250 B
Rs 1500

Rs 1500 Rs 1750 D
Rs 1750 - Rs 2000

Over Rs 2000

Rs 1250

What are the factors, which influence the sale of STB rate at the scale of 1 to
4?
(1-Least Important to 4-Most important)
A

Brand

C Cost

Content

After sales
service

65

5.

Are you aware that UCN is offering Free to Air STB at Market A Yes
B No

6.

Would you will you like to sell the UCN STB costing at-Rs 1595+LNB+Dish
A Yes

7.

8.

B No

How do you rate STB vis--vis cable operator on the following parameter (Tick
appropriate box for each factor)
Poor
SN
FEATURES
Excellent
Good
Fair
1.

Cost of facility

2.

Service rendered

3.

Quality of telecast

4.

Availability of
channels

Name top three brands in order of monthly sales. (Free to air)

A)___________________
B)___________________
C)___________________

9.

Do you provide after sale services.

A

Yes

B No

If yes, what are the

__________________________per month

charges:

10. What is the general warranty period provided by most of the brands?
__________________________________________________________________

66

11. What additional feature and services you suggest to the company
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________

ANNEXURE II(CODING)
CODING OF THE QUESTIONAIRE

67

Variable1.

What Kind of STB/Receiver/DTH you sells

Codes

Variable2

Free to air

Paid

How many STB/Receiver/DTH you sell in a month

Codes

Variable 3

01-05

05-10

10-20

20 plus

What price you sell STB/DTH to end customer.

(Cost of STB +Dish + LNB + Installation charges)
Codes

Variable4

Rs1000-Rs1250

Rs1250-Rs1500

Rs1500-Rs1750

Rs1750-Rs2000

Rs2000 plus

What are the factors, which influence the sale of STB rate at the
Scale of 1 to 4 (1-Least Important to 4-Most important)
Codes

Variable 5

Brand

1 to 4

Content

1 to 4

Cost

1 to 4

After sale service

1 to 4

Are you aware that UCN is offering Free to Air STB at Market
Codes
Yes

68

No

Variable 6 to 9

Rating STB vis--vis cable operator on each of the

following parameters COST OF FACILITY, SERVICE

RENDERED, QUALITY OF TELECAST and
AVAILABILITY OF CHANNELS by ticking
appropriate box in front of each variable
Codes

Variable 10

Excellent

Good

Fair

Poor

Name top three brands in order of monthly sales. (Free to air)

Codes

Variable 11.

Power

Universal

Dab

Weston

Others

Do you provide after sale services.

Codes
Yes

No

Variable 12. Additional features and services suggested for the company.
Codes
Increase service facility

Increase warranty period

Money back facility

Others

69

70