A PROJECT REPORT ON A Comparative study on Product and Pricing Strategy of Ortel DTH In Bhubaneswar

SUBMITTED TO BIJU PATNAIK UNIVERSITY OF TECHNOLOGY

IN PARTIAL FULLMENT OF THE MASTER OF BUSINESS ADMINISTRATION ACADEMIC SESSION: 2009-2011 BY

L Venkates Reddy (Registration No. - 0906266014) UNDER THE GUIDANCE OF EXTERNAL GUIDE ASISH KUMAR SAMANTRAY Marketing manager INTERNAL GUIDE SOUMYA PRAKASH BALA Lecture in Marketing

TRIDENT ACADEMY OF CREATIVE TECHNOLOGY

CERTIFICATE

Guide Name : Soumaya Prakash Baala Designation : Lecture in Marketing

This is to certify that the project report entitled Study on the comparison of

product and price Ortel DTH has been prepared by Mr. L Venkates Reddy
under my supervision and guidance, for the fulfillment of Master In Business Administration. His field work is satisfactory.

Signature and Seal of HOD

Signature of Guide

Attach your External guide certificate

ACKNOWLEDGENT

It is really a great pleasure to have this opportunity to describe the feeling of gratitude imprisoned in the core of my heart.

I convey my sincere gratitude to Name and designation of external guide ASISH KUMAR

SAMANTRAY for giving me the opportunity to prepare my project work in Ortel DTH. I express my sincere thanks to all the staff members (of the company) Ortel Communications limited.

I am thankful to SOUMYA PRAKASH BALA work and sparing his valuable time for the same.

for his guidance during my project

I am thankful to Head of The Department _PARTHA SARATHI DAS and other faculties of my department. I am also thankful to my family for their kind co-operation which made my take easy.

. Name: L Venkates Reddy Regd No:0906266014

DECLARATION
I do hereby declare that this project work entitled A Comperative study on product

and pricing strategy of Ortel DTH submitted by me for the partial fulfillment of
the requirement for the award of Master In Business Administration (MBA) is a record of my own research work. The report embodies the finding based on my study and observation and has not been submitted earlier for the award of any degree or diploma to any Institute or University.

Date:

Name: L Venkates Reddy Regd No: 0906266014

TABLE OF CONTENT CONTENTS PAGENO.

Chapter 1: Introduction Objectives Need of the study Limitations Scope Chapter 2: Industry Profile Company Profile Chapter 3: My project Chapter 4: Research Methodlogy Chapter 5 : Data analysis Chapter 6 : Findings Suggestions Chapter 7 : Conclusion

ABSTRACT
The main motive of Marketing is to enable the customer to know about the product and about its quality in proper manner so that before making any purchasing decision the consumer at least knows about the product well. This ultimately forces him to make a right decision. Product is the sum of physical and psychological satisfaction. It is anything that is potentially valued by a target market for the benefits or satisfactions it provides, including objects, services, organization, places, people and ideas. The product is the most important tool in the marketing mix. Without it product, there is no question of Sales . The whole Sales program is based on the product. Price is the amount for which a produc, a service or an idea is exchanged or offered for sale regardless of its value to the potential purchaser. It is the sum-total of all the errors and skills which have gone into the creation of the buyer satisfaction . Pricing : Pricing is the function of determining the product or service or the idea value in monetary terms by the marketing manger before it is offered to the target consumers for sale. Pricing is the managerial skill that involves establishing relevance and significance, determining the product value in monetary terms and formulation of price policies and the strategies, implementing them and controlling them for the best results. I have study on different DTH companies like Dish, Airtel, Tatasky and their product and price with compare with Ortel. Ortel DTH now available @ Rs. 150 per month. Also available at different packs with different prices. As compare with Ortel DTH other are brand of well know companies in the market.

Its to my great advantage that ORTEL Communication has given me this opportunity to understand the comperative study of product and pricing strategy. I am highly obliged to receive this existing opportunity to work and gain experience from such an immensely cooperative, dynamic a challenging organization hoping that you will appreciate my work.

CHAPTER 1

OBJECTIVE OF THE STUDY:-

Being doing any survey it is very much essential to define the objectives for which the survey is to be done. Without any objective there is no value addition to whatever is done in a project. This study aims towards A COMPERATIVE STUDY ON PRODUCT AND PRICING STRATEGY OF ORTEL IN BHUBANESWAR how the customers react and perception towards Ortel DTH.

The objectives of this market survey are :

To determine the number of customers who are having DTH or not and what is the problem they are face in it. To find out the current market position of Ortel DTH. To find out the competitors position in the market and taking the right step against accordingly. . To get some vital suggestion from them towards Ortel DTH, which are helping the company to reach the consumer.

LIMITATION:As a student of management it is very much essential on my part of gain some practical knowledge about the current market situation. This survey helped me in shaping my practical knowledge about the existing market position of the various DTH Services. However this study has certain limitation which can be attributed to various factors. Time limit is not sufficient enough to collect all the data to complete the project report. Some people are not alternative when they will fill up the questionnaires.

Scope:
From this study we can find the pitfalls of ortel DTH. The main aim of the study is to increase the no. of dealers and enhance the satisfaction level of customer.

CHAPTER 2

Company introduction

Ortel Communications Ltd., is a pioneer and market leader in providing Last mile services on Broadband Cable Network. It is in the business of providing convergence related telecom and broadcast services to customers in India . Our first project was in the state of Orissa, where we have built a state of the art Hybrid Fiber Co-axial (HFC) network capable of providing a gamut of telecom and broadcast services. After successful operations of the HFC network in Orissa, Ortel has expanded to the neighboring states of Andhra Pradesh, Chhattisgarh & West Bengal. Currently Ortel is operational at Visakhapatnam, Raipur, Bhilai and Kolkata. Ortel plans to have a PanIndia presence by expanding further in these states as well as some other parts of India. Ortel provides Cable TV services under the brand name of Ortel Home Cable, which is the dominant service provider in its market and the largest MSO with around 90% market share. Ortel provides Digital Services under the brand name of "Ortel Digital". By using a Set Top Box, customers are provided with a choice of up to 200 digital TV channels. With state of the art Digital headed, Ortel provides EPG Mosaic, NVOD etc. to its digital customers. Ortel's High Speed Internet services is available on its two way HFC networks, by installing cable modem and with its strong brand, Ortel is the most popular internet service provider in its market. Ortel also provides dedicated leased line services to Corporate Customers.

Promoters and investors

Over the years, Ortel has grown up to this standard under the dynamic leadership of its Promoter-Director Mrs. Jagi Mangat Panda. Mrs. Panda belongs to the well-established Panda Family of Orissa, promoters of the IMFA group of companies, the leading private sector group in Orissa with interests in Smelters, Power Generation, Coal and Chromite Mining. When the telecom revolution was taking place in the country in mid-nineties and Indian telecom companies were planning of investing & establishing expensive telecom networks, Mr Jay Panda, husband of Mrs. Jagi Mangat Panda and the Non-Executive Chairman of Ortel, had already drawn up a plan to bring a complete paradigm shift and build a packet switching based HFC network that can cater to all communication related services including voice at a substantially cheaper price in the State of Orissa.

A graduate from Michigan, USA with a combined degree in Engineering and Management, Mr.Jay Panda worked in the corporate sector before joining politics. Mr.Jay Panda is a Member of Parliament, India (Lok Sabha) from Kendrapara Constituency in Orissa, He also holds the following positions: 1. Member, Department related Parliamentary Standing Committee on Coal, Steel and Mines 2. Member, Parliamentary Consultative Committee for Ministry of Finance CURRENTLY ASSOCIATED AS: 1. Member, Board of Governors, Xavier Institute of Management (XIM), Bhubaneswar; PREVIOUSLY ASSOCIATED AS: 1. Member (National and Regional Council) and Chairman, Orissa State Council of Confederation of Indian Industry (CII) 2. Member, Export Advisory Committee of Government of Orissa; 3. Member, International Chromium Development Association (ICDA), Paris 4. Director of Kalinga Hospital & Research Centre (KHRC) 5. Vice-President of Confederation of 100% Export Units (CEU)

6. Director of Industrial Promotion and Investment Corporation of Orissa Ltd. (IPICOL) 7. Chairman, Board of Governors of Technical Teachers Training Institute (TTTI) East, Calcutta

While Mr. Jay Panda has helped provide strategic & technological direction to Ortel, Mrs. Panda was completely hands on in promoting & building Ortel from scratch. Her able leadership has proved to be instrumental in carrying out the vision of Mr. Jay Panda forward, which has transformed Ortel into one of the best private sector enterprises in the State.

Our other Investors

NSR PE Mauritius: NSR is a leading Asia-focused growth capital firm with over $1.4 billion under management, focused on the Indian subcontinent, as well as other rapidly growing economies in Asia and the Middle East , has invested in the Equity and Preferences Shares of Ortel. OSEDC : The nodal agency for electronics industries for the State Government of Orissa and responsible for expediting/providing infrastructural and regulatory support to IT industries, has played an important role in helping Ortel acquire its rights of way through several changes of government in the state. SREI: A leading infrastructure/equipment financier in India , has provided several tranches of equipment finance, debt and equity to Ortel over the years. IPICOL: The premier Government of Orissa Financial Institution has supported Ortel by providing term loans for project expansion at Bhubaneswar & Cuttack. KARNATAKA BANK LIMITED (KBL) : Mangalore based leading 'A' class scheduled commercial bank in India provides finance support to Ortel for project expansion.

Team management

Mr. Bibhu Prasad Rath Mr. Man Mohan Patnaik Mr. Ashok Kumar Behera Mr. Subhro Goswami Mr. K.C.Behera Mr. C.R.Nayak Mr. Ranjan Swain Mr. Sunil Mahapatro Mr. Ravi Shankar Mr. Mihir Samal Mr. Soumitra Sahu Mr. M.K. Patra Mr. Kapliendra Swain Mr. Bublu Mohanty Mr. Himanshu Mahapatro Mr. Gouri Shankar Panda Mr. Subhas Das

Executive VP CTO VP (Corporate) VP-Operations AVP-Finance AVP-Operations Sr. GM-Affiliate GM-Operations, Central Orissa GM-Operations, Chhattisgarh DGM-Operations DGM-Program Purchase DGM Accounts DGM-Internal Audit DGM- Operations,Kolkata DGM-HR DGM Operation, Southern, Orissa Sr. Manager Operation, Western, Orissa.

SERVICES OF ORTEL Communications

Ortel Communication Ltd. provides convergent technology solutions to the users in Orissa. Covergent Technology Solutions offer Video, Voice and Data on Single Cable Network to the Corporates, Business Establishments, Cybercafes, Educational Institutions, Small Office & Home Office(SOHO) Establishments and Individual users. This Convergence of Technology opens new avenues for users and brings state-of-art technology for day-to-day use. We specialize in new technologies, which enables management & distribution of Video & Data reach content over distance. The solutions we provide are fault tolerant and with low maintenance capabilities developed by proven world leaders through innovative technologies. Our solutions are robust, provide quality and with low cost of ownership

SKY VIEW HOME

This division of ORTEL Communications provides Cable TV service under the brand 'Sky View Home Cable', which is the dominant service provider in this segment in Orissa and the largest MSO with over 90% market share to its credit. Their long-term agreement with the State Electricity Grid has provided them with a rare strength - the legal right to use the Grid's poles for drawing their HFC cable both inside and between cities. Contrary to the neighborhood cable operator, Sky View promises and delivers crystal clear signal quality in line with world-class networks. Their adherence to standards and quality of service has made them a household name in many parts of Orissa.

DATA SERVICE

We were the first private sector company in India to have been granted an ISP (Internet Service Provider) license by the Government of India in the year 1998. Our Data Services are being marketed under the brand "Ortel Broadband Services". After the launch of DOCSIS 2.0 Broadband Cable Modem Service, we are currently providing internet service through cable modem to our customers in the twin cities of Bhubaneswar & Cuttack and Rourkela. In fact, we are the first in South Asia to introduce DOCSIS 2.0 Broadband Cable Modem Service. Our highly competitive schemes and quality of services have made us popular as one of the fastest growing broadband internet service providers in Orissa. We have designed our products to cater to every category & segment of internet users in the state.

DIGITAL TV SET UP BOX

ORTEL Communications Ltd. also provides you a Digital Set top Box using which a person can have a facility to view more than 100 Channels and can also enjoy digital picture and sound clarity. Basing upon the industry standard Ortel voluntarily put one step ahead to give the value addition to its esteemed customers with highly technical availability with quality and quantity of services through SET TOP BOX.

VOICE SERVICE
Our Internet Telephony Service is the latest addition to our services which is being provided to our customers in Bhubaneswar and Cuttack at present. We are currently undertaking the "Pilot Project for Internet Telephony Services" in these cities with an aim to provide telephony services in Orissa at a much cheaper rate than that of the traditional telephony service providers. This service is due to be commercialized soon. They aim to provide both fixed and mobile telephony service using the same network.

ORISSA TELEVISION (OTV)

It is a 24 hours satellite infotainment channel having its presence across the state as well as the country. The channel is the no 1 channel in Orissa market with the highest GRP among all Oriya channels. The target audience of Orissa TV is the Oriya speaking community all over the world, who wants to keep them updated about the happenings in Orissa and wants to watch the best entertainment programmes of their mother tongue irrespective of their location. The channel has programmes of all genres catering to each age group & socio economic class. This is the companys sister concern which produces and cablecasts a local origin TV channel under the brand 'OTV'. Its in-house news and current affairs programs provide extensive coverage of news, views and analysis of events in the State. This is also supplemented with a second channel 'OTV Chamatkar' focusing on local origin

entertainment and selected movies. It also provides a platform to local artists to showcase their talent. It has the distinction of being one of the earliest Indian channels to be available on the web as streaming video at http://www.orissatv.com. All our services enjoy strong brand recognition in their respective segments, providing a launch pad for us to offer many other related services

MARKET OF ORTEL

Our network is fully operational in the cities of Bhubaneswar, Cuttack, Rourkela, Puri, Paradip, Sambalpur, Berhampur, Balasore, Angul, Khurda, Jatni, Jharsuguda and. Rayagada. Besides these cities of Orissa our network is also operational outside Orissa. Vizag, Raipur,are the examples of the cities outside Orissa. We are in the process of expanding our operations to other cities like Jeypore, Baripada, Baragarh, Bhillai, Durgapur etc shortly.

We see ourselves as leading service provider by bringing 21st century communications to our customers as well as evolve over time with the needs of the market. To achieve this, we are committed to choose the most appropriate technological options for providing world class quality at prices palatable to our market. We credit this success to our loyal customers and their unflinching trust on us. They are the heart of the organization they drive us to work even harder.

MILESTONE ACHIVED

More than 2,50,000 CATV customers and the biggest MSO in Orissa. More than 12,000 Broadband Connections, 2000 STB and the undisputed market leader in service. Capable of providing data both on cable and Wireless. Operation in 13 cities of Orissa, 4 cities outside Orissa and more are being added with a rapid pace.

Vision
We see ourselves leading a revolution in bringing 21st century communications to our customers as well as evolve over time with the needs of the market. Towards achieving this, we are committed to choosing the most appropriate technological options for providing world-class quality at prices palatable to our market.

Mission
To deliver a multitude of convergent data, video & voice and a host of related value added services to the individual as well as businesses consumers through judicious exploitation of virtually unlimited capabilities of our HFC network.

CHAPTER 4

DTH
Direct-To-Home television or popularly known as DTH services is defined as the transmission of satellite programme directly in consumers house using a personal dish. The history of DTH services in India started way back in 1996. But, the proposal couldnt get through policy hurdles due to concern over national security and threats to cultural invasion. However in July 2006, it was finally approved by Indian Government. Currently DTH customers base stands up to 14 million whereas still total cable TV households subscriber number is 75 million. That clearly shows the future growth perspective of this industry. '''DTH Service Providers in India'''

1. Doordarshan Direct Plus Doordarshan was the first media player to introduce DTH services in India. Its transmission is free of cost but comes with a limitation of lesser number of channels. 2. Dish TV Dish TV was the first private player in DTH industry to provide entertainment services. It transmits around 180 digital channels straight from the satellite to our homes. 3. TATA Sky TATA group launched their DTH services under the brand name of TATA sky. Their offer packages and customer services is very popular among DTH subscribers. 4. Sun Direct Sun Direct is another DTH player in India that mainly caters to the entertainment needs of southern India. Its offers variety of packages based upon languages like Tamil package, telgue package and kannnada package. 5. Big TV BIG TV is a DTH service from Reliance group of companies. (Anil Ambani).Big TV revolutionalizes DTH viewing in India. They are using the latest MPEG 4 technology to transmit digital signals across India. 6. Airtel Digital TV

Airtel too recently launched their DTH services across 62 cities in India. Airtel Digital TV is alone using MPEG 4 technology for transmission of digital signals. They are currently offering two packages to subscribers namely the Gold package and the South Platinum package.

What is DTH?
DTH stands for Direct-To-Home television. DTH is defined as the reception of satellite programmes with a personal dish in an individual home. DTH does away with the need for the local cable operator and puts the broadcaster directly in touch with the consumer. Only cable operators can receive satellite programmes and they then distribute them to individual homes.

How does DTH work?

A DTH network consists of a broadcasting centre, satellites, encoders, multiplexers, modulators and DTH receivers. A DTH service provider has to lease Ku-band transponders from the satellite. The encoder converts the audio, video and data signals into the digital format and the multiplexer mixes these signals. At the user end, there will be a small dish antenna and set-top boxes to decode and view numerous channels. On the user's end, receiving dishes can be as small as 45 cm in diameter. DTH is an encrypted transmission that travels to the consumer directly through a satellite. DTH transmission is received directly by the consumer at his end through the small dish antenna. A set-top box, unlike the regular cable connection, decodes the encrypted transmission.

How does DTH really differ from cable TV?

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. Also, with DTH, a user can scan nearly 700 channels!

PRODUCT

Product is the sum of physical and psychological satisfaction. It is anything that is potentially valued by a target market for the benefits or satisfactions it provides, including objects, services, organization, places, people and ideas.

PRODUCT CHARACTERSTICS Anything to be called as product enjoys certain characterstics.these product features are classified as explicit and implicit. The explicit characteristics are: 1. 2. 3. 4. 5. Physical configuration. Associated services. Package and brand name Product-mix Product life-cycle

The implicit characteristics are : 1. Product symbolism 2. Communication media 3. The product perception

4. The product evaluation

PRODUCT CLASSIFICATION The commodity apporch to the study of marketing gives the two possible road classification of product namely, traditional and the modern. A. Traditional Product Classification The traditional classification has three alternatives as : 1. Consumer and Industrial products 2. Durable and Non-durable products. 3. Convenience, Shopping and Specially Goods.

B. Modern Product Classification 1. The continuum. 2. Product characteristics 3. New product names.

Product mix : product mix is one element of marketing mix which designed and offered to the target consumer or prospects. An organization with several product mix consist of all the product lines and items that a particular seller offers for sale. Product line : It refers to a group of product that are closely related because they satisfy a class of needs and use together are sold to share customer group are marketed through same type of outlet or fall with in given price change. Width of product mix : Length of product line : It refers to total no of items of the company carries wheather its product line. Depth of product line : It refers to number of version offered of each product line.

PRICE

Price is the amount for which a produc, a service or an idea is exchanged or offered for sale regardless of its value to the potential purchaser. It is the sum-total of all the errors and skills which have gone into the creation of the buyer satisfaction .

Pricing : Pricing is the function of determining the product or service or the idea value in
monetary terms by the marketing manger before it is offered to the targer consumers for sale. Pricing is the managerial skill that involves establishing releveance and significance, determining the product value in monetary terms and formulation of price policies and the strategies, implementing them and controlling them for the best results.

Role of pricing in marketing strategy

Price decisions are made very often and implemented quickly. Prcing is basic o the concept of budgeting. Pricing decisions hav far reaching impact on advertising, sales, distribution and sales promotion programmes. The importance of pricing lies in :

1. 2. 3. 4. 5.

Price is the prvot of economy. Price regulates demand. Price is comperitive weapon. Price is the determinant of profitability. Price isa decision input

Pricing objectives
Pricing objecjtives are foundations for the price policies and strategies to be framed and implemented in due course. Price objectives serve as basic standards for measuring managerial performance for effective monitoring, coordinating and planning. The most widely accepted objectives are : 1. 2. 3. 4. Survival. Targer return on investment. Market share Cash-flow management.

5. 6. 7. 8. 9.

Price and profitstabilisation. Resource mobilisation. Meeting killer competition. Profit maximisation. Maintaining the image

Methods of price determination

A. COST BASED PRICING METHODS 1. Cost plus pricing method 2. Target return pricing 3. Absorption cost pricing 4. Marginal cost pricing B. COMPETITION BASED METHODS 1. Going rate pricing 2. Sealed bid pricing 3. Auction pricing C. DEMAND BASED PRICING METHODS 1. Skimming pricing 2. Penetration pricing D. E. F. G. PRODUCT LINE ORIENTED PRICING TENDER PRICING AFFORTABILITY BASED PRICING DIFFERENTIATED PRICING.

ORTEL DIGITAL DTH SERVICE

ORTEL provide Cable TV service under the brand name of Sky View Home Cable, which is the dominant service provider in its market and the largest MSO with almost 80% market share. As a result of our long term agreement with the State Electricity Grid, we have a rare strength: legal rights of way for the network, which enables proper planning and standards. ORTEL Communications Ltd. also provides you a Digital Set top Box using which a person can have a facility to view more than 100 Channels and can also enjoy digital picture and sound clarity. ORTEL was the first private sector company in India to be granted an ISP license by the Govt. of India on 6th November 1998. We currently provide internet access through cable modem to customers in Bhubaneswar, Cuttack, Rourkela, Sambalpur, Puri, Paradeep & Khurda.

Ortel DTH service available now a minimum of Rs. 150 /- per month. Ortel DTH services available on different packs are under follows 1. 2. 3. 4. Basic pack Add on pack Value pack Platinum pack

BASIC PACK
Basic Pack available at Rs.150 /- pm. Up to 13o TV channels and 35 Radio channels.

ADD ON PACK
In this pack, there are no of packs available on different categories.

VALUE PACK
This pack is avalibale at Rs 200/- pm. including up to 145 TV channels and 35 Radio channels. It includes Basic pack plus (Sports pack Hindi pack +English pack).

PLATINUM PACK
It is of Rs 300 pm, includes up to 200 channels and 35 Radio channels. This pack is addition of Basic pack and all add on pack.

DISH DTH SERVICE

Dish TV India Limited (Dish TV) is an Indian company engaged in the business of providing direct-to-home (DTH) satellite television service, which includes teleport service, customer support and transponder space leasing. It operates through three segments. The Direct to Home Services segment is involved in uplink of satellite television signals to be received by the customer, including multiple system operators (MSO) and cable operators. The Trading segment is engaged in the trading of electronics and other equipments. The Teleport Services segment provides facility for uplink signals. During the fiscal year ended March 31, 2009 (fiscal 2009), Dish TV had five million subscribers. During fiscal 2009, it launched a Premiere Channel on its Movie on Demand Service to broadcast Hollywood and Bollywood movies within weeks of their theatrical release. During fiscal 2009, it launched services, such as Bhakti Active, ICICI Active, Astro Active, Shaadi Active, Naukri Active and new titles.

Dish TV is available on 2 packs 1. Rest of India pack 2. South pack

Rest of India pack

Silver pack Rs 135/Silver saver pack Rs 150 / Gold silver pack Rs 270 /Platinum pack Rs 325 /Child pack Rs 160 /-

South pack
South Silver pack Rs 125/South Silver saver pack Rs 160 / South Gold silver pack Rs 225 /South Platinum pack Rs 325 /South Child pack Rs 160/-

TATA SKY DTH SERVICE

Tata Sky Ltd., the JV between the TATA Group and STAR is committed to offering viewers the best of pay television through its nationwide satellite television service. Tata Sky offers subscribers over 170 channels and interactive services in DVD quality picture and CD quality sound.

Why Tata Sky DTH?

Incorporated in 2004, Tata Sky is a JV between the TATA Group and STAR. Tata Sky DTH endeavors to offer Indian viewers a world-class television viewing experience through its satellite television service. The TATA Group is one of Indias largest and most respected business conglomerates. It comprises diversified businesses in sectors such as materials, engineering, services, energy, information systems & communications, consumer products and chemicals. The Group and its enterprises have been steadfast and distinctive in their adherence to business ethics and their commitment to corporate social responsibility. This is a legacy that has earned the Group the trust of many millions of stakeholders in measure few business houses anywhere in the world can match.

TATA SKY DTH SERVICE DETAILS:

Buy Tata Sky now and get 2 months of subscription free. Offer valid on South value or Super value English specila and lifestyle gold. This offer is also available on Tata Sky+

Different pack details of Tata sky :

Sl. No. 1. 2. 3. Pack details No of channels available 73 98 98 No of service available 3 4 5 Rate per Monthly Rs. 160 200 225 Rate for six Months at a time. Rs. 133 183 -

Super Hit Pack Super Value Pack Super Value English Special

4.

Super Saver Pack

123

275

258

Sl. No. 1. 2. 3. 4.

Pack details

South Starter Pack South Value Pack South Saver Pack South Jumbo Pack

No of channels available 73 96 106 139

No of services available 3 3 4 4

Rate per Monthly Rs. 125 200 260 310

Rate for six Months at a time Rs. 104 167 217 296

South Starter Pack

In this pack 73 channels & 3 services are available for Rs. 125 per month. If pay for six months Rs. 104 per month.

South Value Pack

96 channels & 3 services are available for Rs. 200 per month . If pay for 6 month Rs. 167 per month. South Starter Pack also included in it.

South Saver Pack

In this pack 106 channels & 4 services including South Starter Pack is available for Rs.260 per month. Pay for 6 month Rs. 217 per month.

South Jumbo Pack

In this pack 139 channels & 4 services including South Saver Pack for Rs.310 per month . pay for 6 months Rs. 293 per month.

Super Hit Pack

In this pack 63 channels & 3 services are available for Rs. 160 per month. Fro six months at a time the cost will be Rs 133 per month.

Super Value pack

In this pack consist of 98 channels & 4 services including Super Hit Pack at the rate of Rs. 200 per month , for six months it will be Rs. 183 per month.

Super Value English Special

It consist of 98 channels and 5 services including Super Value pack in it at the rate of Rs. 225 per month.

Super Saver Pack

In this consist of 123 channels & 4 services including Super Value Pack at the rate of Rs. 275 per month . for six months pack it will be Rs. 258 per month.

OTHER OPTIONAL PACKAGES

Sports Bonanza Marathi pack Sports Gold Fun Learning Pack Lifestyle Gold Lifestyle Bronze Cosmo Pack

DIGITAL TV

Airtel comes to you from Bharti Airtel Limited, one of Asias leading integrated telecom services providers with operations in 19 countries across Asia and Africa. Bharti Airtel since its inception, has been at the forefront of technology and has pioneered several innovations in the telecom sector. The company is structured into four strategic business units - Mobile, Telemedia, Enterprise and Digital TV. The mobile business offers services in India, Sri Lanka and Bangladesh. The Telemedia business provides broadband, IPTV and telephone services in 89 Indian cities. The Digital TV business provides Direct-to-Home TV services across India. The Enterprise business provides end-to-end telecom solutions to corporate customers and national and international long distance services to telcos. With the launch of Airtel's 'Digital TV', the new direct-to-home (DTH) service from the telecom operator has become the sixth DTH service provider and the second to launch its service this year behind Reliance ADA group's Big TV. Others in the category include Dish TV, Tata Sky, Sun Direct and DD Direct Plus.

Airtel's Digital TV will be available to the consumers from October 9 across 62 towns initially. Airtel's DTH service will offer 175 channels and will be distributed to its potential customers through 21,000 retail points including airtel relationship centres, the company said today. "This is a right time for Airtel to enter the market.... the launch of Airtel Digital TV is the culmination of our 'three screens' strategy, which is to be present across mobile phone, computer and TV screens. We are very clear that Airtel will take over as a leader of the sector as soon as possible," Manoj Kohli, the chief executive officer and managing director of Bharti Airtel said. At present, there are five DTH players in the Indian market, with the four private operators having a combined subscriber base of about 7.5 million. Currently, the market is dominated by Essel Group's Dish TV DTH service (about 4 million subscribers) followed by Tata Sky (2.7 million subscribers), Sun Direct (1 million subscribers) and Big TV ( half million subscribers).

State-owned Prasar Bharati's DTH service DD Direct Plus is the only free-to-air service, where consumers do not pay any monthly subscription fees. According to sources, DD Direct Plus has a subscriber base of about 3-4 million subscribers, mostly in the remote corners of the country not connected by terrestrial or cable television. "With added benefits of Airtel's strong brand equity and wide distribution network, we are well placed to emerge as a leading player in the segment," he added. Initially, the company had introduced three different packages for the North and Southern markets. For the Northern market, the package starts from Rs 2,499 and for the South, the package would start from Rs 1,499. Depending on the language and genre of channels, the monthly tariffs would range from Rs 125 to Rs 424, the company said.

PACKAGES Super value New value Economy Economy Plus Mega Ultra Other packs

Get one month free on 3 months Recharge on every pack.

Super Value: It consist of 97 channels,Rs 127 per month. Special annual offer , pay for 11 months enjoy 12 months

New Value: In this pack includes Super Value + 15 channels i.e 112 channels at the cost of Rs. 160 per month. Special annual offer, pay for 11 months. Enjoy for 12 months

Economy: It includes New Value + 31 channels ie 143 channels at the rate of 221 per month. Special annual offer pay for 10 months. Enjoy for 12 months

Economy Plus: this pack Economy pack +10 channels ie 153 channels,Rs. 265 per month. Special annual offer pay for 10 months. Enjoy 12 months.

Mega: in this pack Economy plus + 11 channels is equal to 164 channels. Rs. 303 per month. Special annual offer pay for 10 months. Enjoy for 12 months. Ultra: Mega + 8 Channels ie 172 channels, monthly Rs. 364. Special offer pay for 10 months . enjoy 12 months.

CHAPTER 5

RESEARCH METHODOLOGY Introduction

Marketing research is the function which links the consumer, customer and public to the marketers through information used to identify and define marketing, opportunities and problems, generates refine marketing action; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues; designs the method for collection information manages and implements the data collection process; analysis the results and communication the findings and their implication.

Research definition: Research is careful inquiry or examination to discover new information and relationship and to expand and to verify exiting knowledge, Research always starts with questions or a problem. Its purpose is to find answer to questions through the application of the scientific method. It is a systematic and intensive study directed towards a more complete knowledge of the subject studies.

Research design Research design is the plan, structure and strategy of investigation conceived so as to obtain answer to research question and to control variance. - BY KERLINGER

From definition it is evident that research design is ore or less a blueprint of research. At the outset may be noted that there are several ways of studying and tackling a problem. There is no signal perfect design. The research design can be classified in to true broad categories

Exploratory Descriptive Casual

Exploratory research is focus on the discovery of ideas. Exploratory research is carried out to define problems and developed hypothesis to test later. An exploratory study is generally based on the secondary data that are reading available. It does not have to change his focus of direction, depending on the availability of new ideas and relationship among variables.

Descriptive studies are undertaken in many circumstances. Descriptive studies can be complex, determining a high degree of scientific skill on the part of the researcher.

Casual research helps in determined cause and effect relationship. Between two or more variables. The present study seeks to find out the consumers attitude towards buying of bike. The study also aims at findings out the drawbacks of

the marketing set up of Hero Honda PVT. LTD. So this makes the study a descriptive one.

Sources of Data

a) Primary data:The primary data is that which details we collect first time from the market and also used first time in the research. We also say that the information is first time in the research decision. To collect the primary data questionnaire is prepared structure non-disguise questionnaire is prepared.

b) Secondary data: Secondary data are those data which are already collected by someone for some purpose and are available for the present study; secondary data are already collected by the companys records and other librarys books. When the secondary data are sufficient, the researcher has to be satisfied with the primary sources of data. Secondary data can be used as bases for comparison with primary data have been collected by questionnaire. Data Collection Method:

Researcher instruments is the tool by which the researcher can do research on specific problems or objective. The most popular researcher instrument for collection data is Questionnaire for a particular investigation. It is simple for a moiled set of questions

presented to respondents for their answers. Due to this flexibility, it is most common instrument used to collect the primary data. During the pre- testing of questionnaire, I seen the reaction of respondents and suggestions required to make change in research instrument.

The questionnaire contains three types of questions. Open-ended question: It is helpful in knowing what is uppermost in the mind of the respondents. It gives complete freedom to the respondent. Dichotomous questions : It has only two answers in form yes or no, true or false, use or do not use. So the respondent is offered two or more choice. Multiple-choice question:In this, the respondent is offered two or more choice.

Sampling plan:

Sampling is a process of obtaining. The information about the entire population by examine a part of it .The effectiveness of the research depends on the sample size selected for the survey purpose.

Sample Site:The survey was conducted in city of Bhubaneswar.

Sampling Unit: It means Who is to be surveyed. Here target population is decided and it is who are interested to purchase DTH and sampling frame is developed so that every one in the target population has known chance of being sampled. So the survey is conducted particularly in City Bhubanwswar.

Sample size: For the purpose of proper survey, there is need of perfect research instruments to find out sample size for more accurate result about buying behavior of bike. The sample size is 100 respondents.

CHAPTER 6

ANALYSIS AND DATA INTERPRETATION

1. Do you know DTH service provider? (a) Yes [ ] (b) No [ ]

DTH service provider

NO 9%

YES 91%

Interpretation : from the survey I found that more people are aware of DTH service provider. About 91% of the respondents are know about DTH.

2. Are you aware about Ortel DTH Service provider? (a) Yes [ ]

(b) No [

Aware about Ortel DTH

NO 27%

YES 73%

Interpretation : 73% of the respondents are know about Ortel DTH because Ortel is a very popular company in the Orissa. Few people are not aware.

3. Do you know the products of ortel? (a) Internet [ ] (b) DTH [ ] (c) Cable T.V [ ]

(d) Media [

Products
50 40 30 20 10 0 INTERNET INTERNET, 17 DTH, 13 CABLE, 26 MEDIA, 44

DTH CABLE MEDIA

Interpreration : most no of respondents are know the media ie. O TV,which is very popular news channel in Orissa. But DTH least popular product in the market.

4. From where you know about DTH of Ortel ? (a) Friend [ ] (b) Newspaper[ ] (c) T.V. [ ] (d) Advertisement [

(e) Neighbour. [

Know Ortel DTH from

Negihbour 10% Advertisement 20%

Friends 30%

TV 25%

newspaper 15%

Interpretation : most no of people are know Ortel from T.V. because Ortel spends maximum money on TV to popularize its DTH service. (a) 5. Are you satisfy with Ortel DTH ? (a) yes [ ]

(b) No [

Satisfied persons
YES 25%

NO 75%

Interpretation : Nearly 75% of the people are not satisfied with Ortel DTH because having a very high price, low service.

6. How would you describe the service of ortel DTH ? (a) Efficient [ (b) Fast [ ] (c) Reliable [ ] ]

(d) Slow [

Service of Ortel DTH

60 40 20 Fast, 5 0 Efficient Fast Reliable Slow Service of Ortel DTH Reliable, 15 Slow, 60 Efficient, 20

Interpreation : 60 % of the respondents are stated that the services provided by Ortel is very slow for the their poor customer relationship. 7. Please Rate the current price of the Ortel DTH? (a) Very Affordable [ (b) Affordable [ ] (c) Average [ ] (d) Unaffordable [ ] ]

(e) Too expensive [

Openion on price of Ortel DTH

60 Affortable, 50 50 40 30 Very Affortable, 20 20 10 0 Very Affortable Affortable Average Unaffortable Too Expensive Average, 15 Unaffortable, 10 Too Expensive, 5

Interpretation : from the survey it is clear that price of Ortel is affortable by 50% of the respondent. Least percentage of people are not affort the price. 8. Is ortel have to improve the quality of the product ? (a) Yes [ ] (b) No [ ]

Improvement of Quality
No 10%

yes 90%

Interpretation: most no of respondents are complent that Ortel have to improve the quality of Ortel in their service.

9. Where would you rate the Ortel DTH in 1-5 scale of the following? (a) Product [ ] (b) Price [ ] (c) Place [ ] (d) Service & delivary [ ] (e) Brand quanqueness [ ]

Rating of Ortel DTH

SERVICE & DELIVERY 8%

BRAND QUANQUNESS 18% Product 52%

PLACE 10% PRICE 12%

Interpretation : in the survey most no of respondents are rate or like the product of ortel. But they do not like the price because it is too costly in relation the comperators.

10. Who do you think is the biggest competiators of ortel (a) RELIANCE [ ] (b) TATA [ ] (c) AIRTEL [ ]

(d) ORTHERS [

]
others reliance 5% 3%

Competiators

dish 35% airtel 32%

tata sky 25%

Interpretation : in the survey the all the DTH services are competators of ortel. Biggest competator is Dish tv. After that is Airtel , tata sky etc.

FINDINGS People are highly aware about the Sky view than Broadband and STB. It relating gives statistical leads than others activities. Anu chowdhruy is preferred by many people as brand ambassador. STB is to providing the service up to the mark and people are not to prefer it. People from other locations are also interested in the services of Ortel. Cooperation is needed between workers & customers. Ortel (DTH) is competing with DISH. People having a wrong conception that Ortel charges high price. Poor after sale /customers care is the demerit of this company.

RECOMMENDATION
Brand ambassador should be used effectively. Customer services should be quick. Connections should be given quickly. Should created own advertisement department. There is a need of coordination between marketing department and customers care service. Advertisement should be given though National Television as it is popular. Hoardings on DTH should be put near to the road side.

More advertisement of ORTEL DTH through hoarding is require

CONCLUSION
All the research has to be directed towards the achievements of certain objectives. This has been aimed at certain per-stated goals and these have been duly achieved. The conclusion drawn after the completion of my survey on comparative study on product and pricing strategy of Ortel DTH. By Ortel communication and taking consideration on these consumers responds. I found that people are highly know about the sky view rather than STB. Ortel DTH has to increase the service up to the mark and people are not to prefer it. People from other locations are also interested in the service of Ortel. Corporation between workers and customers is need to be improve. People are misunderstood that Ortel charges high price. From the above findings it suggests that Ortels brand ambassador should use effectively. Connections should be given quickly Ortel does not have its own department so it has to create its own advertising department. The coordination between the marketing department and customers care service is to be there. Advertisement should be given in national TV channels to popularize its channel. I will be happy if my suggestions are taken under consideration and some steps are taken regarding this. I have believed that would definitely help in growing their business in the field of marketing.

QUESTIONIRE
1) Do you know DTH service provider ?

a. Yes [

(b) No [

2) Please state how you found out about this product ?

a. b. c. d. e.

Friend [ ] Newspaper [ ] Advertisement [ Internet [ ] Sales agent [ ]

3) Do you know the products of ortel ?

a. b. c. d.

Internet [ ] DTH [ ] Cable T.V [ ] Media [ ]

4) Are you aware about Ortel DTH Service provider ?

a. Yes [ ] b. No [ ]

5) From where you know about DTH of Ortel ?

a. b. c. d. e.

Friend [ ] Newspaper[ ] T.V. [ ] Advertisement [ Neighbour. [ ]

6) Have you used ortel DTH ?

a. Yes [ ] b. No [ ]

7) If yes , are you satisfy with it.

a. (a) yes [ b. No [ ]

8) How would you describe the service of ortel DTH ?

a. b. c. d.

Efficient [ Fast [ ] Reliable [ Slow [ ]

] ]

9) Please Rate the current price of the Ortel DTH?

a. b. c. d. e.

Very Affortable [ ] Affordable [ ] Average [ ] Unaffortable [ ] Too expensive [ ]

10)

Is ortel have to improve the quality of the product ?

a. Yes [ ] b. No [ ]

11)

Where would you rate the Ortel DTH in 1-5 scale of the following?

a. b. c. d. e.

Product [ ] Price [ ] Place [ ] Service & delivary [ ] Brand quanqueness [ ]

12)

Who do you think is the biggest competiators of ortel ?

a. b. c. d. e.

BSNL [ ] RELIANCE [ ] TATA [ ] AIRTEL [ ] ORTHERS [ ]

BIBLIOGRAPHY

For making and complete this project report I had referred some books and website and for this I am highly obliged to them.

BOOKS

WEBSITES
www.ortel.com www.ortel.ne www.google.com www.utalkmarketing.com www.tutor2u.net