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Sales Management in Dish TV

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Sai Praveen Chettupalli
Sai Praveen Chettupalli

This document summarizes the sales management structure of Dish TV. It outlines the sales force hierarchy, which includes national, regional, area, and territory levels. It also details the sales force size at the regional office level and notes that Dish TV employs a combination of specialist and generalist sales representatives. Finally, it provides an overview of Dish TV's distribution channels, which include distributors, direct selling agencies, and modern trade outlets.

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Sales Management in Dish TV Gurjot Singh Khalsa – C 34 Sai Praveen – D 23 Sumit Nandal – D 27 Mehak Kalra – E 10 Palash Verma – E 35
About Dish TV  Dish TV is a division of Zee Network Enterprise      (Essel Group Venture). Dish TV is Asia’s largest and world’s third largest DTH Service provider. Dish TV was launched in 2004. It is India’s leader in market share as well as subscriber base. Dish TV has a subscriber base of 13.4 million and market share of 32% as of June,2013. It has a distribution network of about 1400 distributors and 55,000 dealers that spans across 6600 towns in the country.
Business Model New Acquisition Installation Recharge/Renewal After Sales Service
Sales Force Hierarchy National Regional Area Territory Zonal HeadNorth National Sales Head Zonal Regional Sales Manager Area Sales Manager Sales Trainee Zonal HeadSouth Sales Representative FOS Zonal HeadEast Zonal HeadWest
Sales Force Size Every Regional Office of Dish TV has:  1 Regional/Cluster Sales Manager  1 Area Sales Manager  1 Area Service Manager  1-2 Management Trainees  2-3 Sales Representatives  FOSs; this depends on the number of distributors in the region For Instance, Nagpur Region has six distributors(3 each in the eastern and western halves), who employ one FOS each
Sales Force Type  Dish TV employs a combination of specialists and generalists  Since the product involves technical details, Sales representatives are employed as specialists  Sales Representatives promote the product and follow up on qualified leads  FOSs are generalists- their role is to visit retail outlets and check about availability of recharge and stock
Sales Force Organizational Structure  Combinational Structure  A mix of Geographical and Product Sales Structure  Every region is divided into geographical sections and then territories for sales convenience  Also, since the offering is a mixture of product and service, and involves technical know-how, Product Sales structure is employed
Recruitment and Selection  Dish TV recruitment process is well established, they give ads in newspaper, company’s website, institutions,etc.  Dish TV recruits trainees from premier B schools. Selection Process Involves:  Aptitude test  Group Discussion  Personal Interview
Training and Development Induction On Job Training Training Duration:10 days Duration: 1 Week Internal Training Competency Development Duration: 1 Month Duration: 1 Week
Compensation
Distribution Channel of Dish TV  Distributors  Direct Selling Agencies  Modern Trade
Distributors Company Distributor • Investment: 2 to 3 lakhs Dealer Customer
Types of Dealers Traditional Trade • DTH outlets Consumer Durables and Electricals Telecom Trade • Mobile Stores Non Conventional Outlets (used for recharges)
Product margins: Product Price Distributor margin Dealer Margin Standard Set Top box 1799 600 300 Standard Set Top box with Recorder 1999 600 400 HD Set Top box with Recorder 3099 800 500 Recharge Margins: For Distributor : 1 – 1.5% For Dealer : 3 - 4%
Direct Selling Agencies Company DSA • Investment: 50k to 1 lakh Customer
Product margins: Product Price DSA margin Standard Set Top box 1799 900 Standard Set Top box with Recorder 1999 1000 HD Set Top box with Recorder 3099 1300 Recharge Margins: For DSA : 3 – 4%
Modern Trade Company • Margin based Retail Outlets Customer
Product margins: Product Price Margin Standard Set Top box 1799 400 Standard Set Top box with Recorder 1999 400 HD Set Top box with Recorder 3099 500 Recharge Margins: 1 - 2%
Parameters Involved In Direct Sales/Alternate Sales  Cold calling  Door to door sales  Corporate sales  Umbrella activity  Canopy activity
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Sales Management in Dish TV

  • 1. Sales Management in Dish TV Gurjot Singh Khalsa – C 34 Sai Praveen – D 23 Sumit Nandal – D 27 Mehak Kalra – E 10 Palash Verma – E 35
  • 2. About Dish TV  Dish TV is a division of Zee Network Enterprise      (Essel Group Venture). Dish TV is Asia’s largest and world’s third largest DTH Service provider. Dish TV was launched in 2004. It is India’s leader in market share as well as subscriber base. Dish TV has a subscriber base of 13.4 million and market share of 32% as of June,2013. It has a distribution network of about 1400 distributors and 55,000 dealers that spans across 6600 towns in the country.
  • 4. Sales Force Hierarchy National Regional Area Territory Zonal HeadNorth National Sales Head Zonal Regional Sales Manager Area Sales Manager Sales Trainee Zonal HeadSouth Sales Representative FOS Zonal HeadEast Zonal HeadWest
  • 5. Sales Force Size Every Regional Office of Dish TV has:  1 Regional/Cluster Sales Manager  1 Area Sales Manager  1 Area Service Manager  1-2 Management Trainees  2-3 Sales Representatives  FOSs; this depends on the number of distributors in the region For Instance, Nagpur Region has six distributors(3 each in the eastern and western halves), who employ one FOS each
  • 6. Sales Force Type  Dish TV employs a combination of specialists and generalists  Since the product involves technical details, Sales representatives are employed as specialists  Sales Representatives promote the product and follow up on qualified leads  FOSs are generalists- their role is to visit retail outlets and check about availability of recharge and stock
  • 7. Sales Force Organizational Structure  Combinational Structure  A mix of Geographical and Product Sales Structure  Every region is divided into geographical sections and then territories for sales convenience  Also, since the offering is a mixture of product and service, and involves technical know-how, Product Sales structure is employed
  • 8. Recruitment and Selection  Dish TV recruitment process is well established, they give ads in newspaper, company’s website, institutions,etc.  Dish TV recruits trainees from premier B schools. Selection Process Involves:  Aptitude test  Group Discussion  Personal Interview
  • 9. Training and Development Induction On Job Training Training Duration:10 days Duration: 1 Week Internal Training Competency Development Duration: 1 Month Duration: 1 Week
  • 11. Distribution Channel of Dish TV  Distributors  Direct Selling Agencies  Modern Trade
  • 13. Types of Dealers Traditional Trade • DTH outlets Consumer Durables and Electricals Telecom Trade • Mobile Stores Non Conventional Outlets (used for recharges)
  • 14. Product margins: Product Price Distributor margin Dealer Margin Standard Set Top box 1799 600 300 Standard Set Top box with Recorder 1999 600 400 HD Set Top box with Recorder 3099 800 500 Recharge Margins: For Distributor : 1 – 1.5% For Dealer : 3 - 4%
  • 15. Direct Selling Agencies Company DSA • Investment: 50k to 1 lakh Customer
  • 16. Product margins: Product Price DSA margin Standard Set Top box 1799 900 Standard Set Top box with Recorder 1999 1000 HD Set Top box with Recorder 3099 1300 Recharge Margins: For DSA : 3 – 4%
  • 17. Modern Trade Company • Margin based Retail Outlets Customer
  • 18. Product margins: Product Price Margin Standard Set Top box 1799 400 Standard Set Top box with Recorder 1999 400 HD Set Top box with Recorder 3099 500 Recharge Margins: 1 - 2%
  • 19. Parameters Involved In Direct Sales/Alternate Sales  Cold calling  Door to door sales  Corporate sales  Umbrella activity  Canopy activity