Videocon Report

WELINGKAR INSTITUTE OF MANAGEMENT RESEARCH & DEVELOPMENT

SUMMER PROJECT

ON
Indepth analysis of the D2H industry on behalf of Videocon and handling Brand promotions and events for Planet M
(Research on “India has 6 major DTH players whereas the world over every country has approx 2. Can the Indian market absorb all?” done to develop the Videocon brand name
Handling Planet M brand promotions and a major event called “Mirchi Create With Agnee” in collaboration with Radio Mirchi)

BY

ESHA SYLVIA BAILEY
PGDM 2009 – 11 Marketing
TRIMESTER IV
ROLL NO 9

Table of Contents
Industry Overview 6
History: 6
GLOBAL SCENARIO 8
Current Indian Scenario: 9
VIDEOCON INDUSTRIES LTD. 12
Objectives of the project: 16
EXECUTIVE SUMMARY 17
Porter’s Analysis of the DTH industry: 19
SWOT Analysis 21
Concept of growth share matrix (BCG model) 23
List of major players in the industry 24
Brief profile of players in the industry 24
Cable Vs. DTH - An Overview of the World Scenario 29
GROWTH OF THE INDUSTRY 33
Comparative analysis of the DTH players 38
TRAI Rules 49
Problems experienced with Videocon D2H and their solution 51
CONCLUSION: 53
PLANET M 54
HISTORY: 55
TASKS DONE DURING THE INTERNSHIP 58
IN DEPTH STORE ANALYSIS 66
CONCULSION: 71
REFERENCES 72

Industry Overview
History:

The history of Indian Television dates back to the launch of Doordarshan, the Country’s national television network in 1959 when the transmission was in black &
white. The 9th Asian games, held in 1982 in the country’s capital New Delhi, heralded the mark of colour television broadcast in India.

In 1991, Indian economy was liberalized from the license raj and major initiatives like inviting FDI, deregulation of domestic businesses emerged. This led to the influx of foreign channels like Star TV and creation of domestic satellite channels like Sun TV and Zee TV. This virtually destroyed the monopoly held by Doordarshan.

In... [continues]

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