Marketing
 
Overview of Walky Business of Tata
Teleservices Limited
 
 
 
Faculty Mentor’s Name                           Student’s Name
Mr. R. Ramesh                                      Harshbardhan Singh
 
                                                                  
 DECLARATION
 
 
I hereby declare that the Project work entitled___Overview of Walky
BUSINESS_OF TATA TELESERVICES LIMITED____ (write the title in
Block Letters) submitted by me for the Summer Internship  during the
Post Graduation in Management Program to Department of Business
Management, Garhwal University, Srinagar Garhwal is my own original
work and has not been submitted earlier either to Garhwal University GSM
or to any other Institution for the fulfillment of the requirement for any
course of study.  I also declare that no chapter of this manuscript in whole or
in part is lifted and incorporated in this report from any earlier / other work
done by me or others.
 
Place :                                                                                                 
Date :                                                                                                    
Signature of Student
 
 
Name of Student :   _____________________________
 
Address              : _____________________________
 
                          ______________________________________
 
                                    
______________________________________                           
 
 ACKNOWLEDGEMENT
 
“NO MAN IS COMPLETE IN KNOWLEDGE BUT SINGLE RAY OF
KNOWLEDGE CAN BE HELPFUL TO MAN”.
 
The project on “Walky Business” has been chosen by us as part of our
curriculum in our Two-Year full time Post Graduate Diploma in
Management.
 
We have tried our best to present this information as clearly as possible
using basic terms that we hope will be comprehended by the widest
spectrum of researchers, analysts and students for further studies.
 
We have completed this study under the honourable guidance and
supervision of Mr. R. Ramesh and Mr. Manoj Panwar. We will fail in
our duty if we do not acknowledge the esteemed scholarly guidance,
assistance and knowledge we have received from him towards fruitful and
timely completion of this work.
 
 
 
 
 

 
 
 
 Contents
1.  Executive Summary………………………………………..5

2.  Company Profile…………………………………………...6

3.  Core Values of TATA……………………………………..7

4.  Tata Teleservices Ltd………………………………….........8

5.  Board of Directors…………………………………………9

6.  SWOT Analysis……………………………………………11

7.  Working methodology…………………………………….13

8.  Postpaid mobile business………………………………...14

9.  Objective of research…………………………….............18

10.  Research Method………………………………………….18

11.  Analysis & Interpretation………………………………….20

12.  Findings…………………………………………...............28

13.   Recommendation…………………………………………29

14.   Limitation………………………………….......................30

15.   Learning & Reference……………………………………31

16.   Questionnaire……………………………………………..32
 
 
 
  
Executive summary
 
We have conducted a survey, for postpaid mobile business. We wanted
to find out the consumer preferences about postpaid mobile service and
what constraints does consumer consider in choosing or buying a
postpaid mobile connection. We made some questionnaire and
conducted a survey on 200 people in the age group of 18-80 years. We
also collected secondary data of six different companies. After
collection of primary data from the people who were surveyed, we
analyzed the data. After analyzing from each question in the
questionnaire we wrote the interpretation. This helped us in valuable
findings.  Further, the finding helped us to conclude and give some
recommendation to the Tata Teleservices which can help them in
increasing their market share.
 

 
 
 
 Company profile

TATA GROUP

Tata companies operate in seven business sectors: communications and

information technology, engineering, materials, services, energy, consumer
products and chemicals. They are, by and large, based in India and have
significant international operations. The total revenue of Tata companies,
taken together, was $70.8 billion (around Rs 325,334 crore ) in 2008-09,
with 64.7 per cent of this coming from business outside India, and they
employ around 357,000 people worldwide. The Tata name has been
respected in India for 140 years for its adherence to strong values and
business ethics.

Every Tata company or enterprise operates independently. Each of these

companies has its own board of directors and shareholders, to whom it is
answerable. There are 28 publicly listed Tata enterprises and they have a
combined market capitalisation of some $60 billion, and a shareholder base
of 3.5 million. The major Tata companies are Tata Steel, Tata Motors, Tata
Consultancy Services (TCS), Tata Power, Tata Chemicals, Tata Tea, Indian
Hotels and Tata Communications.

Tata Steel became the sixth largest steel maker in the world after it acquired
Corus. Tata Motors is among the top five commercial vehicle manufacturers
in the world and has recently acquired Jaguar and Land Rover. TCS is a
leading global software company, with delivery centres in the US, UK,
Hungary, Brazil, Uruguay and China, besides India.  Tata Tea is the second
largest branded tea company in the world, through its UK-based subsidiary
Tetley. Tata Chemicals is the world’s second largest manufacturer of soda
ash and Tata Communications is one of the world’s largest wholesale voice
carriers.

In tandem with the increasing international footprint of Tata companies, the

Tata brand is also gaining international recognition. Brand Finance, a UK-
based consultancy firm, recently valued the Tata brand at $9.92 billion and
ranked it 51st among the world's Top 100 brands. BusinessWeek  magazine
ranked Tata 13th among the '25 Most Innovative Companies' list and the
Reputation Institute, USA, recently rated it 11th on its list of world's most
reputable companies.

Founded by Jamsetji Tata in 1868, Tata’s early years were inspired by the
spirit of nationalism. It pioneered several industries of national importance
in India: steel, power, hospitality and airlines. In more recent times, its
pioneering spirit has been showcased by companies such as TCS, India’s
first software company, and Tata Motors, which made India’s first
indigenously developed car, the Indica, in 1998 and recently unveiled the
world’s lowest-cost car, the Tata Nano.

Tata companies have always believed in returning wealth to the society they
serve. Two-thirds of the equity of Tata Sons, the Tata promoter company, is
held by philanthropic trusts that have created national institutions for science
and technology, medical research, social studies and the performing arts.
The trusts also provide aid and assistance to non-government organisations
working in the areas of education, healthcare and livelihoods. Tata
companies also extend social welfare activities to communities around their
industrial units. The combined development-related expenditure of the trusts
and the companies amounts to around 4 per cent of the net profits of all the
Tata companies taken together.

Going forward, Tata is focusing on new technologies and innovation to drive

its business in India and internationally. The Nano car is one example, as is
the Eka supercomputer (developed by another Tata company), which in
2008 was ranked the world’s fourth fastest. Anchored in India and wedded
to traditional values and strong ethics, Tata companies are building
multinational businesses that will achieve growth through excellence and
innovation, while balancing the interests of shareholders, employees and
civil society.
 GROUP HOLDING STRUCTURE

Core values of TATA

Purpose
At the Tata group we are committed to improving the quality of
life of the communities we serve. We do
this by striving for leadership and global
competitiveness in the business sectors in which we
operate.
Our practice of returning to society what we earn evokes trust among
consumers, employees, shareholders and the community. We are committed
to protecting this heritage of leadership with trust through the manner in
which we conduct our business.
Five Core values
Tata has always been values-driven. These values continue to
direct the growth and business of Tata companies. The five core Tata values
underpinning the way we do business are:
   Integrity: We must conduct our business fairly, with honesty
and transparency. Everything we do must stand the test of public
scrutiny.
    Understanding: We must be caring, show respect, compassion
and humanity for our colleagues and customers around the world,
and always work for the benefit of the communities we serve.
     Excellence: We must constantly strive to achieve the highest
possible standards in our day-to-day work and in the quality of the
goods and services we provide.
     Unity: We must work cohesively with our colleagues across the
group and with our customers and partners around the world,
building strong relationships based on tolerance, understanding and
mutual cooperation.
     Responsibility: We must continue to be responsible, sensitive to
the countries, communities and environments in which we work,
always ensuring that what comes from the people goes back to the
people many times over.

Tata Teleservices Ltd.

Tata Teleservices (TTSL) spearheads the Tata group’s presence in the

telecom sector. Incorporated in 1996, the company was the first to launch
CDMA mobile services in India with the Andhra Pradesh circle.
Today, TTSL along with Tata Teleservices (Maharashtra) serves over 36
million customers in over 3,20,000 towns and villages. With an ambitious
rollout plan, both in existing circles and across new circles, the company
stands for world-class technology and user-friendly services in 22 circles.
Tata Teleservices’ bouquet of telephony services includes mobile services,
wireless desktop phones, public booth telephony and wireline services.
Other services include value-added services such as voice portal, roaming,
post-paid internet services, 3-way conferencing, group calling, Wi-Fi
internet, USB Modem, data cards, calling card services and enterprise
services.

Areas of business
Having pioneered the CDMA 2000-1x technology platform in India, Tata
Teleservices has established a 3G-ready robust and reliable telecom
infrastructure in partnership with Motorola, Ericsson and Lucent. The
company has also received the license from the Department of
Telecommunications to launch GSM services. With the launch planned for
2009, TTSL is on the threshold of emerging as a true-play dual technology
telecom operator.

In November 2008, Tata Teleservices entered into an agreement with

Japanese telecom major NTT DOCOMO, moving it closer to a pan-India
dual network presence. The company also recently announced a unique
reverse equity swap strategic agreement between its fully-owned telecom
tower subsidiary, Wireless TT Info-Services, and Quippo Telecom
Infrastructure — with the combined entity kicking off operations with
18,000 towers, thereby becoming the largest independent entity in this
space.

Some of the other products launched by the company include new mobile
handsets and new voice and data services such as BREW games, voice
portal, picture messaging, polyphonic ring tones, interactive applications
like news, cricket, astrology, etc. The company’s Tata Indicom ‘Non Stop
Mobile’ allow customers to receive free incoming calls.
Tata Teleservices also has India’s largest branded telecom retail chain and is
the first service provider in the country to offer an online channel
— www.ichoose.in — to offer post-paid mobile connections in the country.

Joint ventures, subsidiaries, associates

     Tata Teleservices (Maharashtra): formerly Hughes Tele.com

(India)
      Virgin Mobile India: a brand franchise arrangement with the
Virgin Mobile group

Location
The Company is headquartered in Mumbai, India.
                     

        Board of Directors

 

Tata Teleservices ltd.

PROFILE
Board of Directors
Mr. Ratan N. Tata

Designation: Chairman
Company : Tata Teleservices Ltd.

Heading the Tata Group since 1991, Ratan N Tata is the Chairman of Tata
Sons, holding company of the Tata Group, and major Group companies
including, Tata Motors, Tata Steel, Tata Consultancy Services, Tata Power,
Tata Tea, Tata Chemicals, Indian Hotels, Tata Teleservices and Tata
AutoComp. He is also Chairman of two of the largest private sector
promoted philanthropic trusts in India. During his tenure, the Group has
further expanded its global reach, with its revenues growing over sixfold to
Rs 97,000 crore ($21.9 billion).

Mr Tata joined the Tata Group in December 1962. After serving in various
companies, he was appointed the Director-in-Charge of The National Radio
& Electronics Company Limited (Nelco) in 1971. In 1981, he was named
Chairman of Tata Industries, the Group's other holding company, where he
was responsible for transforming it into the Group's strategy think-tank and a
promoter of new ventures in high-technology businesses.

 
Mr. K. A. Chaukar

Designation : Managing Director

Company : Tata Industries Ltd.

As managing director of Tata Industries (TIL), Mr Chaukar is responsible

for providing strategic direction and support to the Tata companies that have
been promoted by TIL. He is also involved in strengthening TIL's role as a
catalyst for the introduction of new businesses within the Group, especially
in areas of high technology and future economic potential.

Mr Chaukar's responsibilities as mentor and strategist are further enhanced

by his membership of the Tata Group Executive Office, which formulates
strategy at the Group level.

He was previously the managing director of the ICICI Securities and

Finance Company, as well as a member of the board of directors of ICICI.
He has also worked with Bhartiya Agro Industries Foundation, a public trust
engaged in rural development, and Godrej Soaps.

Mr Chaukar is a post-graduate in management from the Indian Institute of

Management, Ahmedabad
  
Mr. Anil Kumar Sardana

Designation : Managing Director

Company : Tata Teleservices Limited

Prior to taking over the reigns of TTSL, Mr Sardana was the Executive
Director, Tata Power Company. An Electrical Engineer from Delhi
University’s College of Engineering and a Post Graduate in Cost
Accountancy (ICWAI), Mr Sardana also has a Post Graduate Diploma in
Management from Delhi apart from having attended the Top
Management Programme from Indian Institute of Management, Ahmedabad.

Mr. Sardana began his career as an Engineer Trainee at the National

Thermal Power Corporation (NTPC), and undertook various responsibilities
before leaving the Corporation in 1994 as a Senior Manager, where he
worked in areas of core engineering, project management and operations
divisions.

In 1994, he joined BSES and rose to become Vice President & Head of
Corporate Business Development and the EPC Business Group, till he
joined Tata Power Company in 2002 to lead the Distribution Business of the
Company as CEO & later as MD. He spearheaded the turnaround & change
management of the state-owned power retail distribution business. Under his
leadership NDPL areas, witnessed significant Financial; Technical,
Commercial improvements and the most significant being the recognitions
that came from all quarters on benchmark & new initiatives in area of
consumer care.

Mr Sardana has also received numerous personal recognitions, significant

among them being the Best CEO Award in 2006 and 2007 from two key
South Asian Energy Sector Associations. He has also made significant
contributions as Chairman of CII’s sub-committee on Energy, as Chairman
of Tata Group’s Northern Regional Forum and in the area of Corporate
Social Responsibility.

He also serves on the Boards of several companies, including Tata

Teleservices (Maharashtra) Limited, Coastal Gujarat Power Limited,
Maithon Power Limited, North Delhi Power Limited, Tata Power Company
Limited.

Mr. I. Hussain

Designation : Director
Company :Tata Sons Ltd.

Ishaat Hussain took over as finance director of Tata Sons in July 2000.
Earlier, he joined the board of Tata Sons as executive director in July 1999.
He is also a director of several Tata Group companies including Tata
Industries, Tata Steel and Voltas. Besides being chairman of Voltas and the
National Institute of Advanced Studies, Mr Hussain is a member of the Tata
Group Executive Office, which formulates strategy at the Group level.

Mr Hussain is a member of the SEBI committees on insider trading and

primary capital markets. He is also a member of the CII finance committee.

Prior to joining Tata Sons, Mr Hussain was the senior vice president and
executive director of finance at Tata Steel for almost 10 years.

Mr Hussain graduated in economics from St Stephens College, New Delhi.

He is a fellow of the Institute of Chartered Accountants in England and
Wales (FCA). Mr Hussain joined the board of the Indian Tube Company (a
Tata Steel associate company) in 1979. He moved to Tata Steel in 1981,
after Indian Tube was merged with Tata Steel.

Mr. N. S. Ramachandran

Designation:Director
Company : Tata Teleservices Ltd.

Mr. N. S. Ramachandran belongs to the Indian Telecommunication Service.

He was the Ex. Chairman and Managing Director of the Mahanagar
Telephone Nigam Ltd during 1995 and 1997.

Prior to that he has held many responsible positions in the Government, the
more important ones being the posts of the chief executive of the
Telecommunication department for the state of Karnataka, as General
manager of planning and development of the telecom network of Delhi and
as Director in the Rural Development Task Force of the Dept. of Telecom.

He has been a specialist in the field of Telecom Network Planning and

Operation and was deeply involved in the modernisation and Digitalisation
of Telecom networks.

He has also worked with the International Telecommunication Union as a

Senior Expert in Rural Network in Geneva, Maldives, Uganda and
Zimbabwe.

When the country set up the Telecom Regulatory Authority of India (TRAI )
in 1997, he was appointed as a Member and he held that office up to 2000.
He is also a director in Tata Teleservices (Maharashtra) Ltd.

Mr. N. Srinath

Designation :CEO & MD

Company : Tata Communications Ltd.

Srinath Narasimhan is the managing director of Tata Communications Ltd.

He has held positions in project management, sales and marketing, and other
corporate areas in different Tata companies over the last 17 years. He has
been responsible for setting up new projects in high-technology areas like
process automation and control, computers and telecommunications.
Upon completing his probation at the Tata Administrative Services in 1987,
he moved on as a project executive in Tata Honeywell, where he worked till
1988, working on getting various approvals and project funding.

He then joined Tata Industries as executive assistant to the chairman, an

assignment he handled till mid-1992. He was part of the team that set up
Tata Information Systems (later Tata IBM). In June 1992 he moved into that
company on a full-time basis for the next six years, during which he handled
a number of assignments in sales and marketing. In March 1998, he returned
to Tata Industries as general manager (projects) and worked with Tata
Teleservices in this capacity for a year. In April 1999, he moved to
Hyderabad as chief operating officer responsible for the operations of Tata
Teleservices. In late 2000 he took over as chief executive officer of Tata
Internet Services, a position he held till February 2002, when he moved to
VSNL as director (operations).

Born on July 8, 1962, Srinath holds a degree in mechanical engineering from

IIT (Madras) and a management degree from IIM (Calcutta), specialising in
marketing and systems.
Mr. Anuj Maheshwari

Designation : Director
Company : Temasek Holdings Advisors India Pvt Ltd., ("THAIPL")

Anuj is a Director at Temasek Holdings Advisors India Private Limited

("THAIPL") where he is part of the direct investment advisory team
providing consultancy services to Temasek Holdings in India. Temasek
Holdings is an Asia investment house headquartered in Singapore and
manages a portfolio of over US$100 billion. In India, the THAIPL team
evaluates investment opportunities in multiple sectors and at different stages
particularly in companies with a strong growth potential.

In the past, Anuj has worked with McKinsey &amp Company in their
Mumbai office. Anuj holds an MBA with Honors from the Harvard Business
School and received his Bachelor of Technology from Indian Institute of
Technology Bombay in Electrical Engineering.

Mr Toshinari Kunieda

Designation : Senior Vice President Managing Director Global Business

Division
Company : NTT Docomo, INC.

Toshinari Kunieda became Senior Vice President and Managing Director of

Global Business Division at NTT DOCOMO INC. in July 2008.
He was named a Senior Vice President in July 2007 while continuing to
serve as Managing Director of Global Business Department since July
2005.  Prior to this, he was an Executive Director responsible for strategy
and planning at the same department from July 2003.

Before joining NTT DOCOMO, Mr. Kunieda held a number of important

posts at Nippon Telegraph and Telephone Corporation (NTT), the parent
company, including General Manager of International Procurement Office,
Department II from July 2001, Director of Network Strategy Group,
Department II from January 1999, and Director of Human Resources
Development, Personnel Department from March 1997.

From February 1994, Mr. Kunieda was seconded to the World Bank in
Washington, D.C., where he worked on the privatization projects of
government-owned telecommunications operators as a Private Sector
Development (PSD) specialist.

In January 1991, Mr. Kunieda was appointed as Director of Network System

Development Center of NTT.  From April 1989, he participated in the
International Digital Communication Corporation Project as a Senior
Manager at NTT International Corp.

Mr. Kunieda joined NTT Public Corporation in 1978.  Since then, he held
many positions in the fields of R&D and network planning involving digital
transmission technologies such as Synchronous Digital Hierarchy and
Optical Fiber System.

He graduated from the University of Tokyo in 1978 with a bachelor’s degree

in electronics engineering, and earned a master’s degree of science,
engineering management, from Stanford University of the USA in 1983.
Mr. Kiyoshi Tokuhiro

Designation : Senior Vice President Managing Director of Network

Department
Company : NTT Docomo, INC.

Kiyoshi Tokuhiro was appointed Senior Vice President and Managing

Director of Network Department in June 2008, while retaining the position
as Member of the Board of Directors.

He had served as Managing Director of Network Planning Department since

June 2007 prior to this appointment.  He had been Managing Director of
Ubiquitous Services Department since June 2006, when he was also
appointed as Member of the Board.  He had also served as Executive
Director in the same department since July 2004.

From April 2000, Mr. Tohuhiro held the position of Executive Director of
Human Resources Management Department.

From April 1995, he was seconded to NTT Personal Communications,

where he held a number of positions including Executive Director of their
Gateway Business Department since September 1997, and Executive
Director of ITS Business Promotion Department since June 1999.

In July 1992, he was appointed as Executive Director of Corporate Planning

Department of former NTT Mobile Communications, currently NTT
DOCOMO.

Mr. Tokuhiro joined NTT Public Corporation in April 1978, after graduating
from Osaka University with a bachelor’s degree in control engineering.

He has also served as Member of the Board (non-executive) of Multimedia

Broadcasting Planning, LLC since February 2009.

Mr. Kazuto Tsubouchi

Designation : Executive Vice President, Chief Financial Officer, Member of

Board of Directors and Managing Director of Accounts and Finance
Department

Company : NTT Docomo, INC.

Kazuto Tsubouchi became NTT DOCOMO INC. Executive Vice President

responsible for Business Alliance and Chief Financial Officer in July 2008,
while also retaining his positions as a Member of the Board of Directors and
Managing Director of the Accounts and Financial Department since June
2006.
Mr. Tsubouchi became a Senior Vice President of NTT DOCOMO in June
2006, bringing with him extensive financial experience gained as a Senior
Vice President and Managing Director of the Accounts and Finance
Department at NTT DoCoMo Kansai, Inc. from June 2004.

SWOT Analysis

Strengths
  The company’s name, TATA, is the biggest strength and
support behind the plan and it helps in establishing the faith of
the customer.

  Availability of product to customer in more faster than other

competitor.

  The package offered is very attractive.

  Low initial investment.
  Low local call rates.

If the plan is clearly conveyed to prospective customers they will most

probably buy the product.

 No worthwhile competitor. BSNL is the main competitors

but monthly rental is a big weak point for them.

 The market hitting is very efficient as the dealer is using

persona; sale technique by using local salesmen and providing
services door to door.
Weakness

  The sales team is not properly trained and not properly paid.
As the result the false Plan – descriptions are spread to the
customer and the sales team is not showing commitment
towards the dealer and the customer.

  The There is no identity proof issued from the company’s

side to the salesman, so the villagers are not showing faith
towards them.

  The user manuals and the plan’s pamphlets are in English.

So, it is difficult for the majority of rural customers to
understand the plan.

  The phone system is battery operated and the backup is very

small. Due to the frequent electricity failure, the battery is not
performing well.

  Salesmen in procuring stock and CAF waste Lot of time.

  The features of the plan are very technical and difficult for
the rural customer to understand.

  Changes in the plan are not timely conveyed to the salesmen.

 The dealer is not showing his commitment towards the

company and also the company is not providing them the
sufficient support, For examples:
  The stock supply is not good.
  The dealer is not very much interested in
providing after sale service to customer.
 
 

Opportunities

 There is no major competitor for the Walky except BSNL,

which is a fixed line phone. The Vodafone and Airtel are
covering very large area of the city. There is vast area open for
the TATA Photon+ if they improve and expand their network.

 The plans that postpaid mobile service offering is very

attractive and economical. If they spread their plans and
communicate well with the customer, they definitely switch to
the Tata’s connection.

 By providing on-time and best service to the customer, the

company can gain customer loyalty and customer satisfaction.

 The well trained and motivated salesmen can prove an asset

to the company and can increase sales volume and customer
satisfaction.
Threats

 The poor service satisfaction is the biggest threat to the

company. If the customer will not get on time service they will
definitely switch to the other service provider and sales will
fall down.

  The rumors are also the major threat to the business.

Being illiterate, rumors affect the rural customers the most and
the company’s image gets affected.

  The weak marketing activity is also the threat to the image.

The customer is not getting proper information about the plan
and the dealer and the salesman are fooling them.

  The stock supply is very poor so it affects the customer’s

faith and satisfaction.

  Changes in the plan are not timely conveyed to the

salesman.

 The dealer doesn’t give due attention to the important

identity proof of the customer submitted to him and also in
some cases it get misplaced. It is also the threat as it makes the
customer to suffer.

 Battery discharges in short span of time.

 Calls are charged at the higher rates than mentioned in plan.

 Working methodology

  Brand Name :  TATA Indicom


   Network :        CDMA 2000 – 1x

  Network Coverage : 22 Telecom circles

  Subscriber base :> 60 million

   Market Share : 9.92%

   Subscriptions : Postpaid, Prepaid

 

Tata Teleservices Limited spearheads the Tata Group's presence in the

telecom sector. The Tata Group had revenues of around US $62.5 bn in
Financial Year 2007-08, and includes over 90 companies, around 350,000
employees worldwide and more than 3.2 million shareholders.
Incorporated in 1996, Tata Teleservices is the pioneer of the CDMA 1x
technology platform in India. It has embarked on a growth path since the
acquisition of Hughes Tele.com (India) Ltd [renamed Tata Teleservices
(Maharashtra) Limited] by the Tata Group in 2002. It launched mobile
operations in January 2005 and today enjoys a pan-India presence through
existing operations in all of India's 22 telecom Circles. The company is also
the market leader in the fixed wireless telephony market. The company's
network has been rated as the 'Least Congested' in India for last four
consecutive quarters by the Telecom Regulatory Authority of India through
independent surveys.

Tata Teleservices Limited now also has a presence in the GSM space,
through its joint venture with NTT DOCOMO of Japan, and offers
differentiated products and services under the TATA DOCOMO brand
name. TATA DOCOMO arises out of the Tata Group's strategic alliance
with Japanese telecom major NTT DOCOMO in November 2008.
TATA DOCOMO has received a pan-India license to operate GSM telecom
services-and has also been allotted spectrum in 18 telecom Circles and will
roll out its services shortly, starting with South India.

TATA DOCOMO marks a significant milestone in the Indian telecom

landscape, as it stands to redefine the very face of telecoms in India. Tokyo-
based NTT DOCOMO is one of the world's leading mobile operators-in the
Japanese market, the company is the clear market leader, used by over 50
per cent of the country's mobile phone users.

Today, Tata Teleservices Ltd, along with Tata Teleservices (Maharashtra)

Ltd, serves over 36 million customers in more than 320,000 towns and
villages across the country, with a bouquet of telephony services
encompassing Mobile Services, Wireless Desktop Phones, Public Booth
Telephony and Wireline Services. Other services include value-added
services like Voice Portal, Roaming, Post-paid Internet Services, Three-way
Conferencing, Group Calling, Wi-Fi Internet, USB Modem, Data Cards,
Calling Card Services and Enterprise Services. Some of the other products
launched by the company include Pre-paid Wireless Desktop Phones, Public
Phone Booths, Mobile Handsets and Voice & Data Services such as BREW
Games, Voice Portal, Picture Messaging, Polyphonic Ring Tones, and
Interactive Applications like news, cricket, astrology, etc.
In December 2008, Tata Teleservices announced a unique reverse equity
swap strategic agreement between its fully-owned telecom tower subsidiary,
Wireless TT Info-Services Limited, and Quippo Telecom Infrastructure
Limited-with the combined entity kicking off operations with 18,000 towers,
thereby becoming the largest independent entity in this space. Tata
Teleservices' bouquet of telephony services includes mobile services,
wireless desktop phones, public booth telephony and wireline services.
 
 
 

PRODUCT INTRODUCTION

Tata Walky FM

 FM stereo
 Speaker phone
 Large LCD screen
 Time and temperature display
 Large phone book (300 x 5 entries)
 32 polyphonic ring tones.

Huawei ETS 2222 +

 Voice and SMS phone

 Large screen display
  SMS
 Large phone book
 Melodious ringtones
 Speaker phone
 Caller line identification

Huawei ETS 2252 +

 Internet, Voice and SMS phone

 Surf internet
 SMS
 Large phone book
 Melodious ringtones
 Speaker phone
 Caller line identification
Objectives of the study

Primary objective:

To study the customer evaluation of TATA Indicom services at dehradun market market.

Secondary objectives:

 To find out the telecommunication users in the Dehradun market.

 To know the age and gender wise classification for usage of

telecommunication facility.

 To find out which all services have been tried by the respondents so

far.

 To know the customer’s opinion about the competitors of TATA

Indicom.

 To know the factors affecting the purchasing behavior of

telecommunication customers.

 To find out the attributes that affects the buying behavior of the
TATA indicom service.

 To find the customer’s attitude towards TATA Indicom services.

 To find out the customer’s opinion about the hand set which provide

by TATA Indicom.

 To know the satisfaction level of recharge vouchers offered by the

company.

 To find the reasons for cancellation of TATA Indicom connection.

 Postpaid Walky Business
4’P IN PMB
 
                                                      Product
                                                      Price
                                                      Place
                                                      Promotion
 
 
 
 
 
 Product

  

 
Price
Tata Indicom postpaid mobile phone tariff plan
 
Plans Super Call Call Call PPS Indi Chat New Tata Deccan
Saver India India 399 India 249 325 199@30 Platinum 249
999 149 Roam 450 Paisa

Rental 999 149 399 450 249 325 199 350 249
Free Value Nil 149 Rs.300, Rs.200, Rs.200, Rs.325, Nil Rs.350 600 mins,
SMSs 399 450 249 325 200 SMSs
SMSs SMSs SMSs SMSs
Pulse 60 60 60 60 1 60 60 60 60
Local
All Tata 0.50 0.30 0.30 0*/0.30 1ps./ses 0.50 0.10 0.50 0.25
mobiles
All Other 0.50 0.30 0.30 0.30 1ps./ses 0.50 0.30 0.50 0.50
mobiles
Tata Fixed 0.50 0.30 0.30 0*/0.30 1ps./ses 0.50 0.10 0.50 0.25
Phones
Other Fixed 0.50 0.30 0.30 0.30 1ps./ses 0.50 0.50 0.50 0.50
Phones
STD
All Tata 0.50 0.50 0.50 0*/0.50 1ps./ses 0.50 1.00 1.00 1.00
Phones
All Other 0.50 0.50 0.50 0.50 1ps./ses 0.50 1.00 1.00 1.00
Phones
SMS
All Local Tata 0.50 0.50 0.50 0.50 0.50 0.50 1.00 0.50 0.50
Phones
All Local 0.50 0.50 0.50 0.50 0.50 0.50 1.00 0.50 0.50
Other Phones
National 0.50 0.50 0.50 0.50 0.50 0.50 1.00 0.50 0.50
International 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00
Roaming
Incoming 1.00 0.50 0**/0.50 0.50 1ps./ses 1.00 1.00 1.00 1.00
Outgoing 1.00 0.50 0.50 0.50 1ps./ses 1.00 1.00 1.00 1.00
Local
Outgoing STD 1.50 0.50 0.50 0.50 1ps./ses 1.50 1.50 1.50 1.50
 
 Place

Service availability Circles

   Andhra Pradesh
    Bihar & Jharkhand
    Chennai
    Delhi
   Gujarat & Daman & Diu
    Haryana
    Himachal Pradesh
   Jammu and Kashmir
    Karnataka
    Kerala & Lakshadweep
    Kolkata
    Madhya Pradesh & Chhattisgarh
    Maharashtra excluding Mumbai & Goa
    Mumbai
    North Eastern States (Arunachal
Pradesh, Assam, Manipur, Meghalaya, Mizoram, Nagaland, & Tripura)
    Orissa
    Punjab
    Rajasthan
    Tamil Nadu excluding Chennai & Pondicherry
   Eastern Uttar Pradesh
     Western Uttar Pradesh & Uttarakhand
    West Bengal excluding Kolkata
    Andaman & Nicobar Islands & Sikkim
 
 
 
 

Promotion
The activity covered the following:

  Brand promotion through stall set – up.

 Door to door brand promotion.

 On the spot booking.

 Sales and promotion through canopy.

 Promotion through distribution of pamphlets.

 
 
 Objectives of the Research
 
1- To find out the attributes that affects the buying behavior of the
consumers of TATA indicom services.
2. To make the competitor analyses
3.  To analyze the impact of after sales services.
4.  To analyze various factors, how to improve sales.
5-To ascertain the attributes which influence the customer’s in
selecting a particular cell phone service provider.
 RESEARCH METHODOLOGY
        
      It is well known fact that the most important step in marketing research
process is to define the problem. Choice of problem for investigation is very
important because a problem well defined is half solved. That was the reason
that at most care was taken while defining various parameters of the
problem. After going through brain storming session, objectives were
selected and a set of questionnaire was prepared on the basis of these
objectives
. The questionnaire was designed with major emphasis on gathering new
ideas or insight so as to determine and bind out solution to the problems.

DATA SOURCE
              Research included gathering both Primary and Secondary data.
Primary data is the first hand data, which are selected a fresh and thus
happen to be original in character. Primary Data was crucial to know various
customers and past consumer views about Postpaid mobile service.
              Secondary data are those which have been collected by someone
else and which already have been passed through statistical process.
Secondary data has been taken from internet, newspaper, magazines and
companies web sites.

RESEARCH APPROACH
              The research approach that was used was customer survey method,
which is a widely used method for data collection and best suited for
descriptive type of research survey. It includes research instrument like
questionnaire which can be open - ended and close - ended. Target
population is well identified and various methods like personal interviews
and telephone interviews are employed.

SAMPLING UNIT
              The target population was males, in the age group of 18-80 years.
The sample was selected from them. This research was carried out in
Dehradun city.
These were 200 respondents.

DATA COMPLETION AND ANALYSIS

              After the data has been collected, it was tabulated and findings of the
project were presented followed by analysis and interpretation to reach
certain conclusions.
 
SCOPE
              My project was based on the “Postpaid mobile business” and data
was taken in the Dehradun city.
 
 
 
 
 
 

 
 
 
 
 
 
 
  

Analysis and Interpretation

Analysis and Interpretation

Q.1-Age Group of Respondents

Age Group Number of

Respondents
20-25 50
25-35 90
35-45
70
Above 45
30
Total 240
 Q.2- Which type of telecom service do you use?

Option No. of respondents

Mobile 150
Landline 40
Both 50
Total 240

FACTORS INFLUENCING TO PURCHASE A

PARTICULAR WALKY CONNECTION

 
  
 •Reason behind choosing Tata Idiom services?

•Are you satisfied with Tata Indicom ?

 
 •Why you are not satisfied with it ?

Series 1
4

NETWORKING
PROBLEM

56 BILLING PROBLEM

40
CUSTOMER CARE

•Do you want to shift on other service provider in near future?

 
  
 
 
 

Findings
When asked from the people that the Which type of Phone connection
that they are using is Mobile or Landline, 150 of them said that they
are using mobile and 40 of them are using landline and 50 customers
said that they are using both.
 
When asked about which factor is most important to them when they
choose a Land line connection, most of them chose call rate (22%) as
the most important factor followed by availability (21%), customer
service (17%) and (16%) choosed the brand image while (12%)
customer preferred price.

When asked from the people about the after sales service, 168 of them
said that they are satisfied and 40 of them are not satisfied. The no. of
Reliance and Tata indicom customers are more in this unsatisfied
group.
 
As a whole we can conclude that in Dehradun city at present BSNL is the
market leader because it has a large customer base. are more and people
preferred Airtel due to good network coverage, cheap call
 
 
 
 
 
 Recommendation
 
1)   The Tata Indicom can give better scheme, especially to
students.

2)   Tata Indicom may go for redesigning the tariff plans

3)   Company should try to decrease the churn.

4)   Company should try to make the after sales services better.

5)   The call rates should be more economical.

6)   Company should work on the network coverage.

.
 
 
 
 
 
 
 
 
 
 
 
 
 Limitations
 
1. Research work was carried out in Dehradun city only. The finding
may not be applicable to the other parts of the country because of social
and cultural differences.
 
2.  The sample was collected by using connivance and random sampling
techniques. As such result may not give an exact representation of the
population.
 
3. Shortage of time is also reason for incomprehensiveness.
 
4.  The views of the people may be biased therefore it may not reflect
true picture.
 
5.  Hot weather condition.
 
 
 
 
 
 
 
 
 
 Learning
1. Great exposure to the corporate world.

2.  Depth Knowledge of Telecom Industry.

3.  Enhancement in the selling skill.

 
 
 
 Reference
 
1.                                                                     www.tataindicom.com

2.                                                                     www.google.com

3.                                                                      www.wikipedia.org
 
 
 
 
 
 
 
 
 
 
 
 
 Questionnaire

Name :
Address:
Mobile no:

1) Do you use any mobile phone?              

Yes/No
 
2)  Which mobile service you are using?
              a) Airtel            b) Vodafone            c)  Idea         d)Reliance  
e) BSNL           f) Tata Indicom      g) Aircel

3)  The mobile service used by you is prepaid or postpaid?

     a) Prepaid                b) Postpaid
 
4)  How is the after sales service of the company?
  a) Very good           b) good          c) moderate     d) poor         
 e) very poor
 
5)  Are you satisfied with your mobile service operator?             
Yes/No
 
6)  Among the following factors which one do you think is most
important while making a choice?
               a) Network         b) call rates          c) brand          d) Price       
  e) services

7) Why do you prefer it?

  a) Network        b) call rates        c) brand            d)Price         
e) services
 
8)  Any development that you would like in your preferred mobile
service.