A PROJECT REPORT ON Perception Mapping of Dealer At

Submitted By: Poorti Kapoor

Under the Guidance of Mr. JOHN KOTHARI Cluster Head (Sales)

Certificate

This is to certify that Poorti Kapoor has completed her internship project report during the period May 2012 to July 2012.

ON Perception Mapping of Dealer

Mr. John Kothari Cluster Head (Sales)

Mr. George Rodriques Area Head (Sales)

Post Graduate Diploma in Management International School of Business & Media, Nande (2011-2013)

ACKNOWLEDGEMENT

I owe a great many thanks to many people who helped me and supported me with this project. My deepest sense of gratitude to my Mentor, Mr. John Kothari, Cluster Head (Sales),Pune Videocon D2H Ltd, the Guide of the project for guiding me throughout my project with utmost attention and care. He has taken pain to go through the project and make necessary correction as and when needed.

I express my thanks to the President of ISB&M, Dr. Pramod Kumar, Executive Director, and Dr. P. K. De and to the Academic Chairperson, Mr. Ravi Jaiswal.

I would also like to thank my Institution, International School of Business & Media, Nande and my faculty members without whom this project would have been a distant reality. I also extend my heartfelt thanks to my family and my well-wishers.

TO FIND OUT THE PERCEPTION OF RETAILERS ABOUT DTH PRODUCT

CONTENTS INTRODUCTION INFORMATION ABOUT THE COMPANY THEORETICAL BACKGROUND OF THE TOPIC OBJECTIVES OF THE STUDY SCOPE OF YOUR PROJECT LIMITATIONS OF THE PROJECT RESEARCH METHODOLOGY DATA ANALYSIS OBSERVATIONS AND CONCLUSIONS RECOMMENDATIONS BIBLIOGRAPHY AND REFRENCES

Perception Mapping: A diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers. Typically the position of a product, product line, brand, or company is displayed relative to their competition. Perceptual maps can have any number of dimensions but the most common is two dimensions. Perceptual maps need not come from a detailed study. There are also intuitive maps (also called judgmental maps or consensus maps) that are created by marketers based on their understanding of their industry. Management uses its best judgment. It is questionable how valuable this type of map is. Often they just give the appearance of credibility to managements preconceptions. When detailed marketing research studies are done methodological problems can arise, but at least the information is coming directly from the consumer. There is an assortment of statistical procedures that can be used to convert the raw data collected in a survey into a perceptual map. Preference regression will produce ideal vectors. Multi dimensional scaling will produce either ideal points or competitor positions. Factor analysis, discriminate analysis, cluster analysis, and logic analysis can also be used. Some techniques are constructed from perceived differences between products; others are constructed from perceived similarities. Still others are constructed from cross price elasticity of demand data from electronic scanners.

Importance of Perception Mapping: Perceptual mapping has been used as a strategic management tool for about thirty years. It offers a unique ability to communicate the complex relationships between marketplace competitors and the criteria used by buyers in making purchase decisions and recommendations. Its powerful graphic simplicity appeals to senior management and can stimulate discussion and strategic thinking at all levels of all types of organizations. Perceptual mapping can be used to plot the interrelationships of consumer products, industrial goods, institutions, as well as populations. Virtually any subjects that can be rated on a range of attributes can be mapped to show their relative positions in relation both to other subjects as well as to the evaluative attributes. Perceptual maps may be used for market segmentation, concept development and evaluation, and tracking changes in marketplace perceptions among other uses

INTRODUCTION This project deals with the perception of retailers and end consumers on d2h products. Analysis of the perception of retailers is mandatory for the company as retailers are the potential bridge between the company and end consumers.

PERCEPTION OF CONSUMERS TOWARDS VIDEOCON DTH DURING MY VISIT TO VARIOUS RETAIL COUNTERS I HAVE COME ACROSS DIVERSIFIED COMMENTS. NO DOUBT OVER A PERIOD OF TWO YEARS VIDEOCON DTH HAS SHOWN A REMARKABLE GROWTH. BUT INSTEAD OF SHOWING SUCH A HUGE GROWTH VIDEOCON DTH HAS BEEN UNABLE TO RESOLVE SOME MAJOR ISSUES WHICH HAS ALMOST PARALYSED THE RETAILERS TO GIVE A BETTER SERVICE TO THE END CUSTOMERS,INDIRECTLY AFFECTING THE BUSINESS.

RETAILERS SAID THAT V D2H IS IN A LIMELIGHT NOW, PEOPLE ARE DESPARETLY LOOKING FOR VD2H BECAUSE OF ITS SERVICE BUT RETAILERS ARE UNABLE TO SELL IT BECAUSE THEY ARE SUFFERING THROUGH SCARCITY OF VD2H RESOURCES. HENCE THESE ISSUES MUST BE LOOKED IMMEDIATELY AND SHOULD BE RESOLVED BEFORE ANY OTHER BRAND UTILIZES THE OPPURTUNITY.

So all the above mentioned information I have collected through analysis of perceptions of various retailers. The detailed study of the analysis has been done in the upcoming chapters.

OVERVIEW OF THE COMPANY

Videocon d2h is a DTH satellite television provider in India based in Mumbai, using MPEG-4 with DVBS2 digital compression technology Videocon Leasing & Industrial Finance Limited was incorporated on 4th September, 1986 as Adige Trading Private Limited. In terms of the necessary under Sec. 21 of the Companies Act, 1956, the name of the Company was changed Leasing & Industrial Finance Limited on 14th February, 1991. The Company received afresh certificate of incorporation from the Registrar of Companies, Gujarat at Ahmadabad on14thFebruary, 1991.Videocon d2h launched May 1, 2009. It came with a very good strategy for selling both of its electronic products like TVs DVDs along with the new set top box. This is offering direct to TV without any set top box also. Only the antenna is enough, it also came with DVD which is connected directly to the TV or antenna is connected to DVD which gives a best quality of output.

HISTORY Videocon d2h is the DTH service provided by the Videocon Group. Videocon Group is an industrial conglomerate with interests all over the world, and is a Indian multinational company. The group has 17 manufacturing sites in India and plants in China, Poland, Italy and Mexico. It is also the third largest picture tube manufacturer in the world. The group is a USD 4 billion global conglomerate. Videocon d2h has been providing DTH services in India since its inception in Aug 2009. As a pioneering offer in the Indian DTH market, Videocon d2h offered Satellite LCDs & TVs which were DTH enabled with sizes ranging from 19" to 32". This concept in the DTH service was an innovation in the presence of other players like Dish TV, Tata Sky, Airtel Digital TV, Sun Direct and Reliance Digital TV providing only the set top box. As of April 2012, Videocon d2h offers 330+ channels and services which include 17 HD channels, 1 3D channel and 21 Active Music Services. In May 2012, Videocon d2h launched its HD Digital Video Recorder (DVR) box with 3D which could record live content. With the launch of its 3D Set Top Box (STB), Videocon d2h became the first DTH provider in India to offer a 3D compatible STB since none of the other DTH providers had a 3D compatible Box. TAGLINE "Videocon d2hs tagline initially was Direct Hai Correct Hai which was later changed to Digital DTH Service in Nov 2011.

AWARDS AND ACHIEVEMENTS Since its inception in 2009 Videocon d2h has won many awards and recognitions. Videocon d2h won the Product of the year Award in 2010 for its Satellite DVD. This was achieved in a short span of a year since its launch. Videocon d2h was also selected as the 4th most successful brand launch of the year 2009 across all product categories in the Brand Derby survey carried out by Business Standard. Also the first to launch HD 3D DTH Services in the country. Videocon d2h - Awarded Winner for Best SEO at IDMA 2012.

THEORETICAL BACKGROUND OF THE TOPIC

Perceptual mapping is a technique used by marketing professionals to visually demonstrate the ways in which the products of a company or industry are perceived by consumers. This can include current customers as well as consumers who could potentially be attracted to a product or company. Marketers use this technique when they are in the process of developing new product campaigns and also when they want to improve existing marketing. Visually representing consumer opinions can help marketers more clearly identify areas in which a company needs work or sectors of the market which are relatively free of competition and thus could be convenient niches.

To use perceptual mapping techniques, marketers use survey data which can include a number of questions which are designed to provide information about perception. For example, if marketers are working for an alcohol company, they might want to ask questions about price, smoothness, taste, and quality. They can gather data on a number of brands and products to see how consumers perceive the overall market.

These data points can be plotted along axes which also rate them by importance. For example, people may consider quality the most important attribute and smoothness the least. A series of plot points are generated, with each point representing a rival product or brand. Laying out this information with perceptual mapping will allow marketers to see areas of the market which it might be possible to target with a good campaign.

Perceptual mapping can be done with an existing product to see if there is a technique which might be used to distinguish it from competitors. This might include changing packaging, developing a new tagline for the product, or altering the thrust of an ad campaign. Companies developing new products can also utilize perceptual mapping for the purpose of studying overall consumer perceptions of the market for products like the one under development, so that a tailored advertising campaign can be developed. This graphics technique to improve product positioning is most effective when the Marketing Research is conducted with care. For example, a company making a high end product might be most concerned with the perceptions of wealthy consumers in the high end market. The survey would have to be conducted in a way which would reach those consumers, as consumers at the low end of the market might have very different perceptions and very different views about what is important.

Perception Mapping on wise GEEK: For example, there may be one map that only shows information about the flavour of a product, while another may show how people feel about different competitors. Before a perception map can be created, data must be collected from customers and prospects. This led to a better understanding of the cause of the disease. The foundation of gene mapping also laid the foundation for the Human Genome Project. The idea of sequencing the entire human genome was explored in the 1980s, but was not universally thought to be feasible.

OBJECTIVES OF THE STUDY

To find out the perception of retailers.

To find out from the retailers the reasons for not picking up the sales.

To provide a solution considering the views of retailers as well as consumers so that the required level of sales will be achieved.

SCOPE OF THE PROJECT As I mentioned earlier the project is all about customer perception. The perception of all the retailers varies as they come across undefined problems out of them few is similar. Perception study defines attitude of consumer towards the product, but through the given project I came across the diversified comments of retailers but still the perception of the raw customers is still pending. As the ultimate buyer from the retailers is end consumers, so it is very important to read their perception as well. It will give us accurate information about the products weakness and strengths.

Customer can only be satisfied if there thinking is well understood.

Customer satisfaction, a term frequently used in marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals. In a survey of nearly 200 senior marketing managers, 71 percent responded that they found a customer satisfaction metric very useful in managing and monitoring their businesses.

It is seen as a key performance indicator within business and is often part of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. "Within organizations, customer satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability. . . . These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-mouth marketing, which is both free and highly effective." Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do this, firms need reliable and representative measures of satisfaction.

"In researching satisfaction, firms generally ask customers whether their product or service has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When customers have high expectations and the reality falls short, they will be disappointed and will likely rate their experience as less than satisfying. For this reason, a luxury resort, for example, might receive a lower satisfaction rating than a budget moteleven though its facilities and service would be deemed superior in 'absolute' terms." The importance of customer satisfaction diminishes when a firm has increased bargaining power. For example, cell phone plan providers, such as AT&T and Verizon, participate in an industry that is an oligopoly, where only a few suppliers of a certain product or service exist. As such, many cell phone plan contracts have a lot of fine print with provisions that they would never get away if there were, say, a hundred cell phone plan providers, because customer satisfaction would be way too low, and customers would easily have the option of leaving for a better contract offer.

RESEARCH METHODOLOGY

Character of the population is retailers. Which includes mobile counters, electronic showrooms, hardware shops, groceries, medical counters, panwalas. Sample size is 100. Sample is selected on the basis of random selection. Sample area-Pashan, Baner, Aundh, Sutarwadi, Vishrantwadi, Kothrud, Warje Malwadi, Khadki. The instrument use to carry out the analysis was questionnaire. As it facilitates the tabulation and analysis of the data to be collected.

Limitations of the Study:

1) People are not responsive towards answering the questionnaire. 2) Language is also a major problem 3) Work can only be done during the work hours of Dealers. 4) Questionnaire generally does not cover all the relevant issues. 5) Research cannot be verified at times. 6) Mapping sometime becomes biased as in what is actually delivered and what is anticipated out of it.

DATA ANALYSIS

Q1. What is the total Sales (estimated) happens for Set-Top Boxes of various DTH Companies?

Interpretation: From the Survey being Conducted it was observed that For Sales of Set top Boxes TATA SKY is the Market Leader with Videocon D2H as his fiercest competitor.

Q2. What is the Total Sales (Estimated) for the recharges of all DTH Companies?

Interpretation: From the survey conducted it was observed that in most of the dealer cases TATA SKY recharge happens the most both in numbers as well as terms of money also.

Q3. What are the major problem that a Videocon D2H Dealer faces. Are Some Dealers interested in getting the dealership?

Interpretation: From The survey Being Conducted It was being observed that Most of the Dealers were not having any Problem related to Videocon D2H moreover more than 33% of the dealers contacted were interested in getting the new dealership. Some were having problem of non visiting by the Distributor and some demands for Banners and Hoardings.

OBSERVATION AND CONCLUSION

DURING MY VISIT TO VARIOUS RETAIL COUNTERS I HAVE COME ACROSS DIVERSIFIED COMMENTS. NO DOUBT OVER A PERIOD OF TWO YEARS VIDEOCON DTH HAS SHOWN A REMARKABLE GROWTH.

BUT INSTEAD OF SHOWING SUCH A HUGE GROWTH VIDEOCON DTH HAS BEEN UNABLE TO RESOLVE SOME MAJOR ISSUES WHICH HAS ALMOST PARALYSED THE RETAILERS TO GIVE A BETTER SERVICE TO THE END CUSTOMERS,INDIRECTLY AFFECTING THE BUSINESS.

PASHAN, AUNDH, BANER, SUTARWADI, WARJEMALWADI, KOTHRUD, KHADKI, VISHRANTWADI HAS BEEN THE AREAS WHICH I HAVE COVERED TILL NOW.

ALL GROCERIES SHOPS AND MEDICAL COUNTERS ARE LOOKING FORWARD TO KEEP RECHARGE VOUCHERS AND PCS BUT SAID A DIRECT NO TO KITS AND SET UP BOX,THEY FEEL THEY ARE SO MUCH BUSY IN THERE BUSINESS THAT THEY WOULD NOT BE ABLE TO REMOVE TIME TO EXPLAIN THE SCHEMES AND SELL IT TO END CUSTOMERS.

I HAVE ALSO COME ACROSS SUCH SHOPS WHERE THE RETAILER IS NOT AWARE OF VIDEOCON DTH, FOR THEM DISH SERVICE MEANS ONLY TATA SKY.GROCERY OWNER IS READY TO SELL VOUCHERS FOR VIDEOCON DTH BUT WHEN ASKED TO SELL THE KITS THEY SAID NO.RATHER THEY ARE MORE INCLINED TOWARDS SELLING THE KITS FOR TATA SKY.CUSTOMERS ARE STILL NOT FAMILIAR WITH DTH SERVICE,THEY NEED TO BE EDUCATED MORE ON DTH SERVICES BY THE SERVICE PROVIDING ORGANISATIONS.

RETAILERS ARE FACING HUGE TROUBLE FROM THE DISTRIBUTORS REGARDING RECHARGE AND KIT DELIVERIES.PROPER BRANDING OF THE RETAIL COUNTERS WITH BANNERS AND FLEXES OF V D2H IS STILL PENDING.THOUGH BRANDING HAS BEEN DONE IN MAJORITY OF THE SHOPS BUT DURING MY VISIT I COULD SEE THE TATA SKY BANNERS MORE.

RETAILERS SAID THAT V D2H IS IN A LIMELIGHT NOW, PEOPLE ARE DESPARETLY LOOKING FOR VD2H BECAUSE OF ITS SERVICE BUT RETAILERS ARE UNABLE TO SELL IT BECAUSE THEY ARE SUFFERING THROUGH SCARCITY OF VD2H RESOURCES. HENCE THESE ISSUES MUST BE LOOKED IMMEDIATELY AND SHOULD BE RESOLVED BEFORE ANY OTHER BRAND UTILIZES THE OPPURTUNITY.

From all the data that has been collected and on the feedback given by the retailers it is concluded that Videocon d2h is extremely potential in the market. But due to unavailability of resources, improper communication between sales executive and retailers. Unawareness of distributor, and distributors avoiding retailers has been the major issue of slowing down the sales of Videocon d2h. Precautions need to be taken soon to avoid this erupting problem.

RECOMMENDATIONS

Proper follow up should be taken by the sales executive.

It is the responsibility of sales executive to check whether in shop branding, proper visibility of v d2h is there in and out of the retail counter or not.

It should be advised to all the sales executive to crosscheck the raw materials availability in the counters. Online providing recharge companies like oxygen has completely diluted the market, retailers face huge trouble while demanding for recharges. Every area must have a respective distributor, and retailers should be informed about these distributors by the approaching sales executive. Call centre has been found extremely responsible by the end customers for improper handling of their queries, which is indirectly affecting the brand image.

 Branding of the product is extremely necessary to create an impact on the end customer.

Company should come up with exciting package of channels, for example public is looking for options where they can select there own pack of channels, we can utilise this option as our opportunity.

As Videocon d2h is a sub brand of Videocon industries there are many products from Videocon electronics that are not doing well in the market, they should be brought in along with videocond2h in the form of offers.

The brand should be aggressively promoted in social networking sites. A heart touching ad should be made which could add a value to the brand image of vd2h. Its been ages an eye catching ad has not been aired for vd2h.