to find out the perception of retailers about dth products

7/31/2019 To Find Out the Perception of Retailers About Dth Products

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A

PROJECT REPORT

ON

Perception Mapping of Dealer

At

Submitted By:

Poorti Kapoor

Under the Guidance of

Mr. JOHN KOTHARI

Cluster Head (Sales)


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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 Mr. George Rodriques

Cluster Head (Sales) Area Head (Sales)

Post Graduate Diploma in Management

International School of Business & Media, Nande

(2011-2013)


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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.


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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


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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, clusteranalysis, 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.


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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 marketsegmentation, concept development and evaluation, and tracking

changes in marketplace perceptions among other uses


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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 TOTHE 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.


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So all the above mentioned information I have collected through

analysis of perceptions of various retailers. The detailed study of theanalysis has been done in the upcoming chapters.


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OVERVIEW OF THE COMPANY

Videocon d2h is a DTH satellite television provider in India based in

Mumbai, using MPEG-4 with DVBS2 digital compression technologyVideocon 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.


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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.


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AWARDS AND ACHIEVEMENTSSince 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.


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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 toprovide 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 byimportance. 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.


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Perceptual mapping can be done with an existing product to see if

there is a technique which might be used to distinguish it fromcompetitors. 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.


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Perception Mapping on wise GEEK:

For example, there may be one map that only shows informationabout 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. Thefoundation of gene mapping also laid the foundation for the Human

Genome Project. The idea of sequencing the entire human genomewas explored in the 1980s, but was not universally thought to be

feasible.


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OBJECTIVES OF THE STUDY

To find out the perception of retailers.

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

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

achieved.


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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 seniormarketing managers, 71 percent responded that they found a

customer satisfaction metric very useful in managing and monitoring

their businesses.


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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.


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"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 customersatisfaction would be way too low, and customers would easily have

the option of leaving for a better contract offer.


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RESEARCH METHODOLOGY

Character of the population is retailers. Which includes mobilecounters, 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.


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Limitations of the Study:

1)People are not responsive towards answering thequestionnaire.

2)Language is also a major problem3)

Work can only be done during the work hours of Dealers.

4)Questionnaire generally does not cover all the relevantissues.

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.


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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.


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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.


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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.


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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 MUCHBUSY IN THERE BUSINESS THAT THEY WOULD NOT BE ABLE TO

REMOVE TIME TO EXPLAIN THE SCHEMES AND SELL IT TO END

CUSTOMERS.


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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 BYTHE 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.


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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.


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RECOMMENDATIONS

Proper follow up should be taken by the sales executive.

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

It should be advised to all the sales executive tocrosscheck the raw materials availability in the counters.

Online providing recharge companies like oxygen hascompletely diluted the market, retailers face huge

trouble while demanding for recharges.

Every area must have a respective distributor, andretailers should be informed about these distributors by

the approaching sales executive.

Call centre has been found extremely responsible by theend customers for improper handling of their queries,

which is indirectly affecting the brand image.


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

Company should come up with exciting package ofchannels, 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 industriesthere 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 socialnetworking sites.

A heart touching ad should be made which could add avalue to the brand image of vd2h.

Its been ages an eye catching ad has not been aired forvd2h.

to find out the perception of retailers about dth products

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