36879309 Airtel Digital Tv
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Transcript of 36879309 Airtel Digital Tv
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MARKETINGRESEARCH
MEMBERS ROLL NOS.
Ashlesha 08
Gokul Pradeep.V 17
Nitin Nair 29
Rajni Maurya 38
Sibani Sekhar Sahoo 49
Shilpa Dash 45
A PRESENTATION
Digital T.V- An innovation by Airtel
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Bharti Airtel has launched Airtel digital TV, its direct-to-home (DTH)
service in Kolkata and in other key markets in eastern India as part of its 62 city first
phase rollout of the service.
Airtel digital TV will be available across 3,000 retail outlets, including exclusive
Airtel stores.
Source : www.businesstandard.com
INTRODUCTION
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RESEARCH PROBLEM
To find out whether the new product will be successful and to find the
customersperception.
OBJECTIVES
To find out
Customers channel preferences.
Factors influencing the choice of the service provider.
The key players in the DTH Service market.
Customers awareness and perception regarding the new product.
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SAMPLE SIZE
60 respondents
DATA COLLECTION
Primary Data: Questionnaires Secondary Data: Internet
GEOGRAPHICALLOCATIONSElectronics City
Madiwala
Jayanagar
Madurai.
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Entry-level packs are priced at Rs 2,499, which includes one-time
installation charge and six-month free subscription.
Customers can also opt for top-ups that start from Rs 99 for selective
channels and go up to Rs 424 per month to avail all channels.
Airtels value pack is priced at Rs 99 and will offer three regional channelsincluding Akash Bangla, 24 Ghanta, and NE TV.
The economy pack is priced at Rs 199 and will offer nine popular channels
from East including three channels which are offered as part of the value
pack in addition to ETV Bihar, OTV, ETV Oriya, Zee Bangla, ETV Bangla,and Star Ananda.
Airtel will also offer the Bengali radio channel Sonar as part of its World
Space bouquet.
Source : www.businesstandard.com
INITIAL OFFERS
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CUSTOMERS CHANNEL PREFERENCES
channels
22 36.7 36.7 36.7
1 1.7 1.7 38.3
4 6.7 6.7 45.0
5 8.3 8.3 53.3
1 1.7 1.7 55.0
2 3.3 3.3 58.3
11 18.3 18.3 76.7
6 10.0 10.0 86.7
6 10.0 10.0 96.7
1 1.7 1.7 98.3
1 1.7 1.7 100.0
60 100.0 100.0
new s,entertainment,s
ports
entertainment,fashio
n,cartoonfashion
sports,new s
devotional
cartoons,fashion
all
news
entertainment
entertainment,fashion
sports
Total
Valid
Frequency Percent Valid Percent
Cumulative
Percent
http://localhost/var/www/apps/conversion/tmp/scratch_5/M%20%20R/Airtel%20DTH%20Launch%20Ad.flvhttp://localhost/var/www/apps/conversion/tmp/scratch_5/M%20%20R/Airtel%20DTH%20Launch%20Ad.flvhttp://localhost/var/www/apps/conversion/tmp/scratch_5/M%20%20R/Airtel%20DTH%20Launch%20Ad.flvhttp://localhost/var/www/apps/conversion/tmp/scratch_5/M%20%20R/Airtel%20DTH%20Launch%20Ad.flvhttp://localhost/var/www/apps/conversion/tmp/scratch_5/M%20%20R/Airtel%20DTH%20Launch%20Ad.flvhttp://localhost/var/www/apps/conversion/tmp/scratch_5/M%20%20R/Airtel%20DTH%20Launch%20Ad.flvhttp://localhost/var/www/apps/conversion/tmp/scratch_5/M%20%20R/Airtel%20DTH%20Launch%20Ad.flvhttp://localhost/var/www/apps/conversion/tmp/scratch_5/M%20%20R/Airtel%20DTH%20Launch%20Ad.flvhttp://localhost/var/www/apps/conversion/tmp/scratch_5/M%20%20R/Airtel%20DTH%20Launch%20Ad.flvhttp://localhost/var/www/apps/conversion/tmp/scratch_5/M%20%20R/Airtel%20DTH%20Launch%20Ad.flvhttp://localhost/var/www/apps/conversion/tmp/scratch_5/M%20%20R/Airtel%20DTH%20Launch%20Ad.flvhttp://localhost/var/www/apps/conversion/tmp/scratch_5/M%20%20R/Airtel%20DTH%20Launch%20Ad.flv -
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0
5
10
15
20
25
30
35
40
45
50
news sports entertainment devotinal fashion cartoons others
Series1
Series2
Series3
OUTPUT FROM MS-EXCEL
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ATTRIBUTES
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attributes
3 5.0 6.3 6.3
9 15.0 18.8 25.0
4 6.7 8.3 33.3
6 10.0 12.5 45.8
1 1.7 2.1 47.9
12 20.0 25.0 72.9
4 6.7 8.3 81.3
4 6.7 8.3 89.6
1 1.7 2.1 91.7
1 1.7 2.1 93.81 1.7 2.1 95.8
1 1.7 2.1 97.9
1 1.7 2.1 100.0
48 80.0 100.0
12 20.0
60 100.0
all
adver,more features, c ost
w ord of mouth,adver
brand image,cost,more
feaw ord of mouth, brand
image , more features
more features
adver
cost
cost, w ord of mouth
brand imagemore features, adver
brand image , adver
more features,brand
image, adver
Total
Valid
SystemMissing
Total
Frequency Percent Valid Percent
Cumulative
Percent
ATTRIBUTES (IN PERCENTAGE)
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BRANDS POSSESSED BY CUSTOMERS
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OUTPUT FROM MS-EXCEL
0
5
10
15
20
25
tata sky airtel dish tv big tv sun direct
Series1
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BRANDS FREQUENCY PERCENT VALIDPERCENT
CUMULATIVE
PERCENT
AIRTEL 11 18.3 23.4 23.4
TATA SKY
22 36.7 46.8 70.2BIG TV 3 5 6.4 76.6
DISH TV 10 16.7 21.3 97.9
SUN DIRECT 1 1.7 2.1 100
TOTAL 47 78.3 100
MISSING 13 21.7
TOTAL 60 100
FREQUENCY ANALYSIS I
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PREFERRED BRANDS
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FREQUENCY ANALYSIS II
BRANDS FREQUENCY PERCENT
VALID
PERCENTCUMULATIVE
PERCENT
AIRTEL 3 5 23.1 23.1
DISH TV 1 1.7 7.7 30.8
TATA SKY 8 13.3 61.5 92.3
SUN DIRECT 1 1.7 7.7 100
TOTAL 13 21.7 100
MISSING 47 78.3
TOTAL 60 100
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AWARENESS
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Frequ
ency Percent
Valid
Percent
Cumulat
ive
Percent
Valid can be
better
6 10.0 14.0 14.0
good 29 48.3 67.4 81.4
best 8 13.3 18.6 100.0
Total 43 71.7 100.0
Missing System 17 28.3
Total 60 100.0
CUSTOMERS PERCEPTION
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CUSTOMERS WILLINGNESS
willingness
18 30.0 35.3 35.3
33 55.0 64.7 100.0
51 85.0 100.0
9 15.0
60 100.0
yes
no
Total
Valid
SystemMissing
Total
Frequency Percent Valid Percent
Cumulative
Percent
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DVR allows viewers to record programmes in one channel while watching
another and play according to convenience
DONT MISS DHONI KA DHONA , FOR BAHU KA RONA
DRAWBACKS : DVR TECHNOLOGY
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