SUMMER TRAINING PROJECT

To study the Business opportunity of Hathway Set Top Boxes

(Hathway cable & Datacom Ltd. JAIPUR)

SOPHIA GIRLS COLLEGE, AJMER

AS A PARTIAL FULLFILLMENT FOR THE DEGREE OF

BACHELORS OF BUSINESS ADMINISTRATION
(2013-14, 2014-15, 2015-16)
IN THE LIEU OF PAPER-BBA 310

Submitted To: Submitted By:

Mr. Raman Tiwari BhawnaDevjani
(H.O.D. of Management Department) BBA-III
 ACKNOWLEDGMENT

It was a great opportunity for me to work with Hathway cable & datacom,
pioneers Hathway cable and Set top boxes. I am extremely grateful to Mr.
Shashank Pathak who have shared their expertise and knowledge with me and
without whom the completion of this synopsis would have been virtually
impossible.

Firstly, I would like to thank my project guide Mr. Shashank Pathak, DGM
Sales & Operations STB, Hathway cable & datacom, who has been a constant
source of inspiration for me during the completion of this synopsis. He gave me
invaluable inputs during my endeavor to complete this synopsis.

I am indebted to all staff members of Hathway cable & datacom for their
valuable support and co-operation during the entire tenure of this synopsis. Not
to forget, all those who have kept our spirits surging and helped me in
delivering my best.

And I am thankful to all my teacher, without their help it would not have been
possible for me to complete my training.

The acknowledgement will not be complete without a vote of thanks to all other
people who helped me in one way or the other in completion of this synopsis.
 PREFACE

In order to achieve positive and concrete result with theoretical concept the
exposure to real life situation existing in corporate world is needed. In todays
scenario the practical knowledge in education especially in professional course
is very essential.

Summer training for 45 days in BBA course and study content of such a
practical knowledge which makes the student confident and introduce them
about their ability.

Human beings though they are self-motivated, but many other things also
provide motivation such as wages, facilities, behavior, appreciation, and better
supervision etc.

I was interested in doing marketing of Business opportunity of Hathway Set

Top Boxes, so I have done my training in HATHWAY CABLE & DATACOM
LTD. in its marketing department.

During Summer Training Project, it was examined whether it was appropriate to

consider Promotion Policy in an Organisation, whether it can be a useful tool
for implementation of Promotion Policy.
 DECLARATION

I, BHAWNA DEVJANI, hereby declare that all the information

furnished in this project, is my original work containing authentic
facts. This piece of work is only being submitted to Sophia Girls
College, Ajmer in the partial fulfilment for the degree of BBA.

BHAWNA DEVJANI
TABLE OF CONTENTS:
1). DECLARATION

2). CERTIFICATE

3). ACKNOWLEDGEMENT

4). PREFACE

5). BACKGROUND AND HISTORY

5). INDUSTRY PROFILE

Executive Summary

Profile

Values and Systems

About Digital Cable TV services

SWOT Analysis

2). REVIEW OF LITERATURE

3). RESEARCH METHODOLOGY

Title of the study

Duration of project
Objective of study
Types of research
Hypothesis
Sources of data
Limitations of study

4). BIBLIOGRAPHY

5). QUESTIONNAIRE
BACKGROUND HISTORY OF HATHWAY

Hathway Cable & Datacom Ltd initially known as BITV Cable Networks, is a
cable television service operator in India that is based in Mumbai. It was
acquired by Hathway Investments Pvt Ltd in 1999. In June 1993 Business India
Television (BITV) Cable Networks Pvt Ltd acquired and operated cable
networks in Mumbai, Delhi, Chennai, Ahmedabad, Indore, Pune, Bangalore,
Jaipur and Hyderabad under the leadership of Pheroza Billimoria and Roopesh
Rao. It has large operations in many cities, including Hyderabad, Mumbai,
Pune, Bangalore and Indore. It has diversified into providing Internet access via
cable and was one of the first to do so in Chennai in 19992000. In India, it was
the first company to provide Internet using the CATV network. Hathway
Broadband Internet was the first cable ISP in India. The company has a 51
percent stake in Divya Bhasker's Bhasker Multinet and in Gujarat Telelinks P L.
This gives it a strong position in Gujarat CATV. In 2006, Hathway was the first
cable operator to launch a digital platform in India.

In the second half of 2011, Hathway launched its HD services in Mumbai,

Hyderabad, Bangalore and Indore. The new HD DVR set-top box initially
provided eight HD channels, but this has been increased to 18 from the first
week of March 2012 and subsequently increased to 30. With this addition,
Hathway HD is now the provider with most HD channels in its bouquet in
India. HD channels provided are Star Movies, Movies Now, Zee Studio, Zee
Cinema, Ten HD, Star Plus, Colors HD, Star World, CNBC, NGC, Discovery,
Travel XP, M Tunes HD, UTV Stars, Star Gold, History Channel, Zee TV and
Nat Geo Wild.

Hathway Broadband Internet was one of the earliest cable ISP services in Indian
cities of Delhi, Mumbai, Indore, Bhopal and Lucknow. As of 2013, The
maximum speed provided is up to 50 Mbit/s. It uses Cisco Systems's Docsis 3
technology in three cities, where the speeds are 50 Mbit/s.
It has around 11 million subscribers, out of which around 1.77 million have the
availability of broadband. Out of this, about 430,000 subscribers are using
Hathway's broadband services.

Hathway is set to release its digital video recorder (DVR) service soon, powered
by NDS XTV.

Type Public

Traded as
NSE: HATHWAY
BSE: 533162

Industry
Telecommunications
Broadcasting

Headquarters
Mumbai, India

Area served India

Key people Jagdish Kumar (CEO and MD)

Sridhar gorti (chairman)

Products
Cable television, broadband Internet, digital
voice), home networking

Website
www.hathway.com
 INDUSTRY PROFILE

Executive summary

This synopsis which was undertaken as a part of the BBA curriculum was
aimed at finding the business opportunity of Hathway Set Top Boxes and
comparative analysis between different brands available in the market of Set
Top Boxes in free available channels.

The primary objective of the training was to get the feel of the working patterns
relevant in the multi-national corporations today and to what extent our course
curriculum helps us in polishing ourselves in the corporate scenario, besides this
I also got an overview of the difference between fast moving consumer goods
industry and the soft drink industry in terms of their activities in the market.

The project I undertook were:

* To see the overall potential and scope of Set Top Boxes of Hathway in semi-
rural market

* To find the market competitiveness for STBs.

* To determine the customer attitude towards STBs.

As an intern I was supposed to meet distributors and cable operators of different
brands of Set Top Boxes and survey their prior markets in the model market in
different cities in order to get the results for the above-mentioned objectives.

This research is based on the comparative analysis of Hathway Set Top Boxes
with other brands in the market.

I took a sanganer town and Jaipur city as a sample. I followed market research
procedure to get an idea about the Business Opportunity of DTH in a free to air
market. For this I took sanganer as one sample area and the other as jaipur
which I divided into a two main towns i.e. sanganer, and jaipur city.

On the basis of the conclusions, various recommendations have been given for
Hathway. For instance the research could be used by the Assistant Relationship
Managers and the Relationship Executives of Hathway cable & datacom to
improve the level of service. It could be also useful to the advisors to give better
suggestions to their distributor.
 PROFILE

We at Hathway are guided by a vision - "To be a single point access provider,

bringing into the home and work place a converged world of information,
entertainment and services. Promoted by the Raheja Group, Hathway is one of
the largest MSO & cable broadband service providers in India. The Company's
Cable operations straddle across key Indian geographies and offers cable
television services across 140 cities and towns and high-speed cable broadband
services across 21 cities. The company has established 20 digital head-ends in
the country. Hathway has been awarded the best MSO by the Indian Telly
Awards for its quality Cable TV and Broadband Internet Services nine times
and "Star News Brand Excellence Awards for Brand Excellence in Digital
Products for Internet Services in 2011".Hathway has been voted as one of the
best managed media companies in Asia 2013 based on a study conducted by
EUROMONEY.

Hathway holds a PAN India ISP license and is the first cable television services
provider to offer broadband Internet services. It is currently Indias largest cable
broadband services provider, with approximately 1.4 million two-way
broadband enabled homes. Its subscriber base constitutes approximately "52 %"
of the total cable broadband market in India.

In addition to our cable television and broadband service offerings, Hathway

also has under its umbrella - Hathway Music Non Stop 24 hours Hindi music
channel, and various local channels like Hathway Kids, Hathway
Defined, Hathway Classic, Hathway TV. Hathway Bhakti, Hathway BTV
News.

Providence Equity Advisors India Pvt. Ltd (Providence) is a major corporate

shareholder of the Company and holds 9.90% in the equity share capital of the
Company under the Public Shareholding Category.
Providence is a leading global private equity firm specializing in equity
investments in media, communications, information technology and education
companies around the world. Providence has invested funds with over $23
billion in more than 100 companies operating over 20 countries since its
inception in 1989. Providence is headquartered in Providence, Rhode Island
(USA) and has offices in New York, London, Los Angeles, Hong Kong and
New Delhi.
.
 VALUE & SYSTEMS

Hathway is one of the largest Cable TV service providers in the country and
provides an excellent platform for its employees to learn as well as to excel in
the field of communications, entertainment and cable TV technology.

We are a strong work force with professional expertise in the respective fields
of Cable TV, Digital services and Broadband Internet.

Continuous learning

Hathway's commitment to continuous personal and professional development

keeps us at the forefront in a fast-changing entertainment and information
industry. Our continuous learning process is built around a number of focused
employee development, personal improvement programmes along with job
related trainings for an overall growth of our employees.

While we work hard, we have fun too. We keep the fun alive within our
employees by organizing Annual Sports Day, Kid's Day for the employees'
children and various intra departmental meets.

We also believe in giving the employee a generous amount of independence and

a free hand in his/her respective work.
HATHWAY VALUES
We will meet global standards for products and services that delight customers
through:

* Customer service focus

* Empowered employees

* Innovative products and services.

* Cost efficiency.

CUSTOMER

We will be responsive to the needs of our customers.

PEOPLE
We will trust and respect our employees.

LEARNING
We will continuously improve our products and services- innovatively and
expeditiously.

COMMUNITY & PARTNERS

We will be transparent and sensitive in our dealings with all stakeholders.
 About Digital Cable TV Services

The digital revolution has transformed the way we live and work today and
cable TV is changing its avatar too.

The spurt of channels over the past two decades has led to a more vibrant and
educated India. Hathway has led from the front to ensure that all these channels
reach your home, consistently scaling its network to keep up with the pace of
growth of channels. For the Cable TV viewer, that means many more choices,
much more control and an unmatched consistency in quality. Since 2003,
Hathway has spearheaded this digital cable revolution to become Indias leading
digital cable service provider.

Viewers across the country now enjoy their favorite programs in stereophonic
sound and crystal clear images. The reasonable price of the equipment only adds
to the attraction.

Digital Cable provides more than double the channels that regular analog
cable can deliver. It covers the entire spectrum of television and
radio programming including entertainment, news, sports, movies and more.
Interactive On-Screen Programming Guides mean that program listings,
advance information, reminders and parental control are all available at your
fingertips.

By tying up with leading vendors like NDS for conditional access, Cisco and
Ericson for the digital compression and leading STB manufacturers like Humax,
Skyworth and Kaon, Hathway provides a world class viewing experience,
backed by an efficient support network. High definition INCLUDEPICTURE
"http://www.hathway.com/images/hd.gif" \* MERGEFORMATINET services
have been launched in some cities to provide an altogether scintillating viewer
experience.
With 68 analog Head Ends and 20 Digital Head Ends we cover the length and
breadth of the country either on our own or through Joint Venture Companies.
We cover the metros of Mumbai & Thane, Delhi NCR & Kolkata besides major
cities like Bengaluru, Mysore, Hyderabad, Vijayawada, Goa, Aurangabad,
Latur, Nashik, Pune, Chiplun, Kankavli, Jaipur, Bhopal, Indore, Raipur,
Bilaspur, Jagdalpur, Bhilai, Chandigarh, Ludhiana, Palampur, Lucknow,
Sharanpur, Gwalior, Allahabad and most of Gujarat state.
GEOGRAPHICAL FOOTPRINT
 S.W.O.T. ANALYSIS

This SWOT Analysis of Hathway provides a strategic SWOT analysis of the

company's businesses and operations. This free SWOT analysis shows
strengths, weaknesses, opportunities and threats. This SWOT analysis of
Hathway can provide a competitive advantage.

STRENGTH
-Strong brand, leadership in the market
-existing distribution and sales networks
-skilled workforce
-barriers of market entry
-high profitability and revenue
-reduced labor costs

WEAKNESS

-future debt rating

OPPORTUNITY
-Digital TV market
-new markets
-new products and services
-growing economy
-new acquisitions
-growth rates and profitability
THREAT
-Low priced could hit the retail market and even the priced service provider
market
-increasing rates of interest
-tax changes
-technological problems
-government regulations,
 COMPETITIVE ANALYSIS

HATHWAY

TATA-SKY is a joint venture of Tata and Star TV owned by News Corporation.

It consists of 80:20 joint ventures between Tata and Ruper Murdoch. It geared
up in second half of 2006. It also tied up with overseas company to ensure
steadily and timely availability of Set Top Boxes.

CHIARMAN- Sridhar Gorthi

Market Share- 60% in Indian Market

Consumers- Total numbers of consumers of Hathway are half a million and will
be one million by the last of the year 2007.

DISH T.V

It was launched in October 2003 by Essel Group. Its initial thrust was in rural
areas where cable TV was a rarity and terrestrial transmission of doordarshan
was fuzzy. The standard revenue has increased to Rs. 1943.35 million. Dish TV
has also approved issue of Stock Options to employees of the Company under
the Employee Stock Option Scheme, 2007, subject to approval of the
shareholders at the ensuing Annual General Meeting.

CEO- Arun Kumar Kapoor

Market Share 85 % in Indian Market

Consumers- 1 million subscribers and adding 100,000 subscribers per month.
Currently there are 15.8 lakh subscribers and will be 60 lakh by 2017

RELIENCE MAGIC

Owned by Anil Dhirubhai Ambani Group. Will be launched in last months of

year 2007.
MARKET SHARE
 RESEARCH OBJECTIVES

Objectives:

TO FIND THE BUSINESS OPPURTUNITY OF HATHWAY SET TOP

BOXES IN A SEMI URBAN MARKET OF FREE AVAILABLE
CHANNELS.

Sub objectives:

1. To understand STB market for determining the market potential.

2. To find the market competitiveness for STBs.

3. To determine the customer attitude towards STBs.

DEPARTMENTS IN THE ORGANISATION:

1).Personnel and Industrial Relation Department: The personnel and

industrial relations departments are headed by the Chief of personnel. This
department was set up with the aim of actuation and proper utilization of
Human Resources. It also has the responsibility of maintaining cordial relations
between management and workers.

2). Manufacturing & Production Department: This department is headed by

the Joint General Manager. The Manufacturing environment of HATHWAY,
Jaipur is highly advanced, utilizing only the latest production in all phases of
manufacturing. Maintenance of the plant & equipment is also looked after by
this department.

3). Services Department: This department is headed by the Deputy General

Manager. This Department is also concerned with sub-contracting, industrial
engineering, data- processing, and pre- planning of material.

4). Materials Department: This department is headed by the Joint General

Manager. This department is responsible for all kinds of purchases made by the
unit. This department also maintains a store & looks after appropriate inventory
levels.

5). Design Department: This department is headed by the Joint General

Manager. It prepares master part list for machines; draws components; and
decides the type of material required for each component grade such as casting.
6). Finance Department: It is headed by the Assistant General Manager. The
functions of this department include the maintenance of all the accounts of the
company.

7). Sales Department: This department is headed by the Deputy General

Manager (Sales). This department is divided into three sections; namely, sales,
services & shipping.

8). Security Department: This department is headed by Chief Security Officer.

This department ensures the prevention of thefts, sabotages and maintenance of
general law & order situation within the HATHWAY campus including the
HATHWAY Township.

9). Quality Assurance Department: This department is headed by the Deputy

General Manager. It represents the internal ISO 9001 team & is the co-
ordination link between various departments. It also looks after the feedback
received from marketing division as to make improvements accordingly.

10). Marketing Department: This is headed by the General Manager

(Marketing). The organization has the central marketing setup. The General
Manager is assisted by regional offices set up in New Delhi, Kanpur, Bhopal,
Mumbai, Pune, Jaipur, Chennai, Hyderabad, Ahmedabad, etc.
 RESEARCH METHODOLOGY
Introduction:

While making a study we very often look for what type of research
methodology is to be used in this type of study. For implementation of a proper
research methodology we have to first understand the meaning of research.

Research is a process with the help of which new concepts arises. It is the
increase in the actual knowledge stock. It can be called as movement from
known to unknown and vice-versa. It is also a continuous process. It is a
scientific as well as systematic process, which includes defining and redefining
the problem to develop hypothesis, to collect and define the information/data, to
analysis the information and bring out the mother of discovery. An individual
makes the effort in research and society or public takes its benefits because the
results are usually generalized.

Research can be defined as the search for knowledge or any systematic

investigation to establish facts. The primary purpose for applied research (As
opposed to basic research) is discovering, interpreting, and the development of
methods and systems for the advancement of human knowledge on a wide
variety of scientific matters of our world and the universe. Research can use the
scientific method, but need not do so.

Research Methodology is a way to systematically solve the researchproblem. It

may be understood as a science studying how research is done scientifically.

Hypothesis: A hypothesis is a preliminary or tentative explanation or postulate

by the researcher of what the researcher considers the outcome of an
investigation will be. It is an informed/educated guess.
It indicates the expectations of the researcher regarding certain variables. It is
the most specific way in which an answer to a problem can be stated.

Research hypotheses are the specific testable predictions made about the
independent and dependent variables in the study.

Hypotheses are couched in terms of the particular independent and dependent

variables that are going to be used in the study.

Hypothesis of the topic

H0: There is no significant difference between business opportunity of

hathwaysetup boxes and Tata sky.

H1: There is a significant difference between business opportunity of hathway

setup boxes and Tata sky.

Research is a procedure of logic and systematic application of the fundamentals

of science to the genral and overall questions of a study and scientific technique
which provide precise tolls, specific procedures and technical information,
rather than philosophical means for getting and ordering the data prior to their
logical analysis and manipulation.
 DATA COLLECTION

The word data means any raw information, which is either quantitative or
qualitative in nature, which is of practical or theoretical use. The task of data
collection begins after a research problem has been defined and research design
chalked out. While deciding about the method of data collection, the researcher
should keep in mind that there are two types of data primary and secondary.

1. Primary data: -This is those, which are collected a fresh and for the first
Time, and thus happen to be original in character. There are many ways of data
collection of primary data like observation method, interview method, through
schedules, pantry Reports, distributors audit, consumer panel etc. The Team
Managers and employees of both the Department were consulted to get
information about procedure of both the online and off line share trading. But
the method used by us for the primary data collection was through
questionnaires.

* Questionnaire method

For the collection of primary data I used questionnaire method. A formal list of
questions, which are to be asked, is prepared in a questionnaire and questions
are asked on those bases. There are some merits and demerits of this method.
These as under: -

Merits: -

1. Low cost even when universe is large.

2. It is free from bias of interviewer.
3. Respondents have proper time to answer.
4. Respondents who are not easily approachable can also be reachable.
5. Large samples can be made.
2. Secondary data: -

These are those data, which are not collected afresh and are used earlier also and
thus they cannot be considered as original in character. There are many ways of
data collection of secondary data like publications of the state and central govt.,
reports prepared by researchers, reports of various associations connected with
business, Industries, banks etc. And the method, which was used by us, was
with the help of reports of the company.
 RESEARCH TOOLS

Research Design: Descriptive

Source of Data: Primary Data & Secondary Data.

Primary Data

Questionnaire.

Secondary Data
Websites

HYPERLINK "http://www.beetel.net" www.Hathway.net

Company Reviews etc.

Data collection Method

Survey Method.

Survey instrument
Questionnaire (Closed and Open Ended).
Method of communication

Personal Interview

Sample Size: 50

Area Covered:Jaipur city, Sanganer town

 REVIEW OF LITERATURE

Kotler Philip (1994) define the marketing research as function that links the
consumer, customer, and public to the marketer through information-
information used to identify and define marketing opportunities and problems;
to generate, refine, and evaluate marketing actions; to monitor marketing
performance; and to improve understanding of the marketing process.
Marketing research specifies the information required to address these issues,
designs the methods for collecting information, manages and implements the
data collection process, analyzes, and communicates the findings and their
implications.

The preliminary stages of research work were unstructured , undisguised

exploratory work. Analysis of secondary data and pilot research with a group of
consumers is made to find out the awareness level of the consumers about
various brands of STB system.

The findings of exploratory research were use to develop questionnaire

which with suitable administration and analysis enabled to make depth analysis
of likelyhood of purchasing HATHWAY, major influences, image cared by
consumer dealers, most preferred perceptionand perception towards HATHWAY
brand. Personal interviews will alsoBe conducted with potential and existing
consumers this was in form of cross sectional descriptive research.
 Iacobucci Dawn , Kapoor Avinash, Marketing Management, Publisher :-
A South Asian prospective, 2011 Edition.

Marketing is Sales or advertising. Markets makes people buy stuff

they dont need and cant afford. Marketers are the people who call
while you are trying to eat Dinner. The comments are probably are all
deserved. We have to own to the fact that our profession like any other
has its unsavory members. But in this book will try for a more
Enlightened view. This article overviews Marketing concept and
terms, Beginning That Marketing and its vital role in The Modern
Corporation.We then present the marketing Farework that structures
the Book and the way we should think about marketing.Marketing is
an interactive exchange between a Firm and its Consumers.

Prof. (Dr Chopra P.K, Mehra Bhawna, A Marketing Mix Elements,

Publisher :- DreamTech Press., 2011 Edition.

A Marketing can be defined as a collection of tools that can be used in

achieving marketing objectives.A Marketing mix uses Four Ps as its tool
to decide its marketing strategy for a product.4 Ps are :-Product :- It
includes the goods, services, events, persons, place, Ideas and
Information offer to the customers by Producers. Price :- It Implies
monetary value given by a buyer to seller to get a product. The factors
deciding price are an organization objectives, cost, competiton and
customer demands.Place :- It involves a decision about the location of
the product from where it can be purchased. It focuses on the distribution
of the product to the end user by an Organization.Promotion :- It Involves
the use of Communication Tools to Increase the awareness of the
 Customer about the Product. The tool of Promotion includes Advertising,
Sales Promotion, Public Relation and Sales Force.

Ghosh Asit k., Kumar prem , Marketing Control, Anmol Publications

Pvt Ltd, new Delhi, Edition 1999.

Marketing as a separate corporate function was recognized much later

than the other functions. In the initial stages of industrial development
of a country, the manufacturing and production function was considered
most important. As the manufacturer has to keep money transactions, The
importance of the accounting function was recognized. As his production
increased he has to employ more and more labour and he soon discover
that to deal with labour and motivate them, special skills were called for
and thus was develop techniques of labour management and human
relations. Purchasing became and important functions as the cost of raw
material and components had a direct bearing on the selling price and it
was only careful control of the cost of raw materials and components
could competition be met.
 LIMITATIONS

1. Usual sampling errors may exist.

2. The universe selected was Jaipur and Sanganer region. So the result cannot
be generalized.

3. Some of the Cable operators may be uninterested and may not have replied
correctly.

4. Respondent may also be biased due to several reasons.

5. Some respondents are unwilling to talk. Some respondents either do not have
time or willing does not respond, as they are quite annoyed with the
Questionnaire.

6. Sample size was small which may affect the reliability of the result.
 BIBLIOGRAPHY

Websites:
HYPERLINK "http://www.beetel.net" www.Hathway.net

www.google.com

www.wikipedia.com

Magazines-

India today
Business world

Books Refered :

Marketing management Iacobucci Dawn , Kapoor Avinash

Marketing Kotler Philip , Kevin Lane Keller.
Marketing and sales management- Ghosh Asit K., Kumar Prem.
Marketing Research - Beri G.C.
 ANNEXURE (QUESTIONAIRE)

QUESTIONNAIRE

Kindly fill the following particular-

Name of Outlet:_____________________________

Name of Concerned person ________________________________________

(Attach Business Card)

Answer the following questions, by ticking the relevant option

1. What Kind of STB you buy ?

HD quality B. SD quality

2. How many STB you have at your home ?

01 B. 02 C. 03 D. Or more

3. What price you buy STB?

Rs 1000 Rs 1250 B. Rs 1250 Rs 1500

Rs 1500 Rs 1750 D. Rs 1750 - Rs 2000

E. Over Rs 2000
4. What are the factors, which influence you to buy Hathway STB?

Brand B.Content C. Cost

D. After sales service

5. Are you aware that Hathway is offering STB at Market?

A.Yes B. No

6. Would you like to buy the Hathway SD STB costing at-Rs 1000?

A.Yes B. No

7. How do you rate STB vis--vis DTH on the following parameter (Tick
appropriate box for each factor)
FEATURES- Excellent(E), Good(G), Fair(F), Poor(P) :-

1.Cost of facility E G F P

2.Service rendered E G F P

3.Quality of telecast E G F P

4.Availability of channels E G F P

8. Name top three brands in order of monthly sales.

A)___________________

B)___________________

C)__________________
9. Do you get after sale services.

Yes B. No

If yes, what are the charges: __________________________per month

10. What is the general warranty period you get by most of STB ?

_______________________

11. What additional feature and services you suggest to the company

________________________________________________________________

________________________________________________________________

________________________________________________________________

________________________________________________________________
 ANALYSIS AND INTERPRETATIONS

1). What Kind Of Set Top Box You Buy?

S.NO. CRITERIA FREQUENCY PERCENTAGE

1. HD Quality 20 40%
2. SD Quality 30 60%
TOTAL 50 100%

Percentage

40%

HD Quality SD Quality

60%

Analysis of survey data showed 40% of respondents use HD Quality; whereas

60% of them use SD Quality.
2). How Many STB You Have At Your Home ?

S.NO CRITERIA FREQUENCY PERCENTAGE

1. 01 32 64%
2. 02 10 20%
3. 03 5 10%
4. More 3 6%
TOTAL 50 100%

Percentage
6%

10%

1 2 3 More
20%

64%

Regarding the pattern of occurance of the Marketing Policy the

respondents showed that 65% of them use 1 STB, 20% have 2,
whereas, 9% have 3 and 6% have more than 3.
3). What Price Do You Buy STB ?

S.NO CRITERIA FREQUENCY PERCENTAGE

1. 1000-1250 18 36%
2. 1250-1500 21 42%
3. 1500-1750 6 12%
4. 1750-2000 5 10%
5. Over 2000 0 0%
TOTAL 50 100%

Sales
10% 0%

12%
36%

42%

1000-1250 1250-1500 1500-1750 1750-2000 Over 2000

All the respondents showed that 35% of them buy their STB between
Rs 1000-1250, 42% buy between Rs1250-1500, 13% buy between
Rs 1500-1750, 10% buy between Rs1750-2000, wherein nobody buys
above Rs 2000.
4). What Are The Factors Which Influence You To Buy
STB ?

S.NO CRITERIA FREQUENCY PERCENTAGE

1. Brand 18 36%
2. Content 5 10%
3. Cost 17 34%
4. After Sales Services 10 20%
TOTAL 50 100%

Marketing

20%

36%

34%
10%

Brand Content Cost Services

The result shows that 35% respondents consider the factor of Brand,
10% on Content, 35% on Cost, and 20% on After Sales Services.
5). Are You Aware That HATHWAY Is Offering STB At
Market ?

S.NO CRITERIA FREQUENCY PERCENTAGE

1. Yes 35 70%
2. No 15 30%
TOTAL 50 100%

Marketing

30%

Yes No

70%

Analysis of survey data showed that 70% of the respondents were

aware of Hathway STB wherein, 30% were not aware of Hathway
STB.
6). Would You Like To Buy Hathway SD STB Costing At
Rs-1000 ?

S.NO CRITERIA FREQUENCY PERCENTAGE

1. Yes 45 90%
2. No 5 10%
TOTAL 50 100%

Marketing
10%

Yes No

90%

According to the survey conducted it was considered that 90% of the

respondents would like to buy Hathway STB costing Rs 1000
whereas 10% of them neglected.
7). How Do You Rate STB vis--vis DTH On The
Following Parameter:

S.NO CRITERIA FREQUENCY PERCENTAGE

Cost of facility 8 16%

Service rendered 7 14%
Quality of telecast 20 40%
Availability of channels 15 30%
TOTAL 50 100%

Marketing

16%

30%

14%

40%

Cost of quality Service rendered Quality of telecast Availability of channels

According to the respondents 16% are satisfied with the cost of facility, 14%
with service provided, 40% are satisfied with the quality telecast wherein, 30%
with availability of channels.
8). Do You Get After Sales Services ?

S.NO CRITERIA FREQUENCY PERCENTAGE

1. Yes 44 88%
2. No 6 12%
TOTAL 50 100%

Marketing
12%

Yes No

88%

88% of the respondents said they are satisfied with after Sales
Services, wherein 12% are still dissatisfied.
ORGANISATIONAL STRUCTURE

Board of
director

Managing
director

Branch
manager

Head of
department

Subordinate
 CONCLUSION

In the end I can conclude that the Datacom industry is a very large industry and
HATHWAY being a part of this industry has attained a significant position in
all last year and has set a benchmark for all the others.

This course of summer training was an extremely learning experience and

through it I have gained a lot of knowledge on almost all aspects of STB
indutry. Through this I realized that how important it is to apply the theoretical
knowledge in practical environment.

HATHWAY is a highly organized and departmentalized organization with a

peaceful work environment. The organization lays emphasis on work ethics and
morale but still is highly flexible; one can find almost all facilities in here.

I had an interest in understanding basic advertising work and practicing what

has been learnt in classes. Also the training was an opportunity to increase my
human relationship both socially and professionally.

It is a great place for students to learn work culture and ethics and due to its
simple and organized structure one can easily apt in it.
 TABLE OF CONTENTS

S.N0. Topic Page N0.

1. Certificate
2. Acknowledgement
3. Preface
4. Declaration 1
5. Background Of Hathway
6. Industry Profile
Executive Summary
Profile
Value and Systems
About DCTV Services
7. Geographical Footprint
8. SWOT Analysis
9. Competitive Analysis
10. Market Share
11. Research Objectives
12. Organisational Structure
13. Departments In The Organisation
14. Research Methodology
15. Data Collection
16. Research Tools
17. Review Of Literature
18. Limitations
19. Annexure ( Questionnaire )
20. Analysis and Interpretation
21. Conclusion
22. Bibliography