Study of dfsdTata Docomo

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PROJECT REPORT

ON

STUDY OF TATA DOCOMO

Prepared By

CHETAN HEMANT CHAUDHARI

Student of

B.M.S. (Bachelor of Management Studies)

2012-13

SUBMITTED TO

UNIVERSITY OF MUMBAI

AND

DOMBIVLI SHIKSHAN PRASARAK MANDALS

K. V. PENDHARKAR COLLEGE

OF

ARTS, SCIENCE & COMMERCE


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ACKNOWLEDGEMENTS

My special thanks got to our principal Dr. Subhash Deo for giving me an opportunity to do

this project and also vice principal of commerce faculty Mr. B. K. Ghate. Not to forget our

coordinator Mr. M. R. Sakhalkar for their precious support.

I would express my gratitude to Mrs. Ashwini Deosthali, HOD of BMS department &

Mrs. Shameem J. Meman for their philanthropic and overriding efforts for developing my

career.

My novice of the practical world would not have got me far, had it not been under the

direction of Mrs. Shameem J. Meman, my project guide.

It was a formidable task but the active guidance and help from Sathish Eknath Ghosalkar

(Manager, Roopraj Telecom) it would not have diluted into a research project.

Last but not least I wish to acknowledge the support of my family, friends, and each and

every member contributed to this project.


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Need of the Project

The word competition is redefined in the telecom sector. In the world of cut throat

competition, the telecom sector is fighting for survival. Every company is trying to

outperform the other. If this was not enough there comes a price-war among the telecom

companies. The fire was ignited by Tata Docomo. The price levels were lowered to such a

point where it was very much uncomfortable for the other organizations. This was the

penetration strategy used by Tata Docomo. Docomo forced to change the policies and

strategies of other companies. Docomo has emerged as the price leader in the sector and to

study the growth of this company was very much important from my point of view.


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INDEX

SR. NO. TOPICS

CHAPTER 1

01 EXECUTIVE SUMMARY

02 OBJECTIVES

03 METHODOLOGY

04 LIMITATIONS

CHAPTER 2

01 HISTORY

02 COMPANY PROFILE

03 CUSTOMER SATISFACTION

04 MARKETING STRATEGY

05 AVAILABILITY

06 PLANS

07 COMPETITORS ANALYSIS

08 SWOT ANALYSIS

CHAPTER 3

01 PRESENTATION & INTERPRETATION OF DATA

02 FINDINGS

03 RECOMMENDATIONS

04 CONCLUSION

CHAPTER 4

01 ANNEXTURE

02 WEBLIOGRAPHY AND BIBLIOGRAPHY


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CHAPTER 1


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EXECUTIVE SUMMARY

TATA DOCOMO is Tata Teleservices Limited's TTSL telecom service on the GSM

platform arising out of the Tata Group's strategic alliance with Japanese telecom major

NTT DOCOMO in November 2008. Tata Teleservices has received a pan-India license to

operate GSM telecom services, under the brand TATA DOCOMO and has also been

allotted spectrum in 18 telecom Circles. TTSL and has already rolled out its services in

various circles. India is the fastest growing major mobile market in the world .Building on

leading position in the market, TTSL. Aims to capitalize on the growth potential to

significantly increase the subscriber base and market share. The telecom sector is

increasing day by day and the competition is getting more and tougher. Initially Tata

service was providing CDMA and after tie up with DOCOMO they come up in GSM as

TATA DOCOMO.

The project is about customer satisfaction for Tata Teleservices Limited with special

Reference to GSM prepaid customer in Dombivli city. As the title suggest, how the

customer is satisfied with the service of Tata teleservice through GSM prepaid mobile.

The primary objective of this research project is to find the satisfaction level of GSM

prepaid mobile user and to find out the reason why user prefer any particular technology.

The second objective was to study the features of the technology. The research was carried

out in survey method. The data for this research was collected by two methods. Primary

data was collected with the help of questionnaires and interviews.

Different questionnaires were used for GSM and non existing users. Secondary data

regarding company profile and GSM information was collected from internet. The

sampling technique used was random sampling. The sampling size was 200 for each GSM,

non existing user.


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OBJECTIVES OF THE PROJECT

The objectives of this study/project as follows:

To study the schemes and services provided by Tata Docomo. To study the various tariffs charged by Tata Docomo. To study the unique features and services offered by Tata Docomo. To perform a SWOT analysis of TATA Docomo. To know the impact of promotional activities on the purchasing behavior of the buyer. To study the Customer satisfaction level regarding the services provided by Tata

Docomo.


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RESEARCH METHODLOGY

PRIMARY DATA:

Data collected from sample of 200 people in Dombivli involved in differentprofessions by questionnaire method.

Data collected by visiting Tata Docomo Retail Shop (Roopraj Telecom).SECONDARY DATA:

Data Collected from Internet. Information received from various pamphlets, brochures and journals of Tata

Docomo.


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LIMITATION

Sample size was restricted to Dombivli city as it was difficult to approach people

outside that because of time constraint. So sample size was limited.

Improper decision- many respondents could not have sufficient time to answer/ fill the

questionnaire.

Inadequate information- some of the questions were not answered/ filled properly or

accurately.

Project study was conducted only for 3 months June to September 2011

Limitation of the study:

The study was limited to Tata Docomo prepaid mobile user only.

The study was limited only to know the level of satisfaction of the prepaid Tata

customer and no further action was taken to make them satisfied if they were not

satisfied.

The study was limited to only few days so each and every aspect of satisfaction could

not be covered.

The management did not disclose the confidential data.


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COMPANY PROFILE

TATA DOCOMO is Tata Teleservices Limited's TTSL telecom service on the

GSM platform arising out of the Tata Group's strategic alliance with Japanese telecommajor NTT DOCOMO in November 2008. Tata Teleservices has received a pan-India

license to operate GSM telecom services, under the brand TATA DOCOMO and has also

been allotted spectrum in 18 telecom Circles. TTSL and has already rolled out its services

in various circles.

The launch of the TATA DOCOMO brand marks a significant milestone

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 clearly the preferred mobile phone service provider with

a 50 percent market share.

NTT DOCOMO has played a major role in the evolution of mobile

telecommunications through its development of cutting-edge technologies and services.

Over the years, technologists at DOCOMO have defined industry benchmarks like 3G

technologies, as also products and services like the i-mode TM, mobile payment and a

plethora of lifestyle-enhancing applications. Today, while most of the rest of the industry

is only beginning to talk of LTE technology and its possible applications, DOCOMO has

already started conducting LTE trials in physical geographies, not just inside laboratories!

DOCOMO is also a global leader in the VAS (Value Added Services) space, both

in terms of services and handset designs, particularly integrating services at the platform

stage. The Tata Group-NTT DOCOMO partnership will see offerings such as these being

introduced in the Indian market under the TATA DOCOMO brand.

TATA DOCOMO has also set up a 'Business and Technology Cooperation

Committee, comprising of senior personnel from both companies. The committee is

responsible for identification of the key areas where the two companies will work together.

DOCOMO, the worlds leading mobile operator will work closely with Tata Teleservices

Limited management and provide know- how on helping the company develop its GSM

business.


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Despite being a late entrant, Tata Indicom, TTSL's CDMA brand, has already

established its presence and is the fastest-growing pan-India operator. Incorporated in

1996, Tata Teleservices Limited is the pioneer of the CDMA 1x technology platform in

India. Today Tata Teleservices Limited, along with Tata Teleservices (Maharashtra) Ltd,

serves over 37 million customers in more than 320,000 towns and villages across the

country offering a wide range of telephony services including Mobile Services, Wireless

Desktop Phones, Public Booth Telephony and Wire line Services.


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CHAPTER 2


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HISTORY

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 andservices under the TATA DOCOMO brand name. TATA DOCOMO arises out of the Tata

Groups 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. The company has rolled out

GSM services in 14 of Indias 22 telecom Circles in a quick span of under six months. The

company plans to launch pan-India operations by the end of FY 2009-10.TATA

DOCOMO marks a significant milestone in the Indian telecom landscape, and has already

redefined the very face of telecoms in India, being the first to pioneer the per- second tariff

option-part of its Pay for What You Use pricing paradigm. Tokyo-based NTT

DOCOMO is one of the worlds leading mobile operators-in the Japanese market, the

company is the clear market leader, used by over 50% of the countrys mobile phone

users.

Corporate Philosophy

With the aim of creating a new world of communications culture, we NTT

DOCOMO will devote all the skills, know-how and energy towards the establishment of

more "personal communication" with our customers that contribute to their heartfelt

satisfaction.


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A New World of Communications Culture

More personal communication

Reliable access Real time access E-communication One-to-one personal This gives birth to a new world of communications culture Freedom to enjoy communications anytime, anywhere with anyone Opening of endless lifestyle horizons

To achieve this

In order to create a world of more innovative and enriched communications, we will

improve service quality, aggressively move forward with the development of various

services. We will also research and develop a more advanced user-friendly

communications interface, and at the same time we will provide these services and

technologies to an ever expanding area.

Customer Satisfaction:

Communications those are always ready when needed. Capability to contact whomever, from wherever and whenever the customer desires. Happiness that comes from heart-to-heart communications. Bringing customers another step closer to realizing their dreams. Responding to every customer with consideration, courtesy and thoroughness. Providing products that give customers easy and convenient access to cutting-edge

functionality.

To achieve this

First and foremost, we will fulfill expectations of customers by fulfilling our responseto their needs through improved service quality, building original networks, enriching

functionality and expanding the service area. In addition, by providing an expanding

and ever-improving selection of services at inexpensive rates, we will deliversatisfaction to a growing diversity of customers.


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Making the most of the talents of each individual in our company. Respect for the individuality and sense of values that are unique to each person. Enable internal corporate communication to flow free from vertical and horizontal

organizational barriers.

Make the most of the ideas of each individual. Foster a corporate culture that is not restricted by conventional thinking and systems. Create a creative office environment that supports the fulfillment of the individual. Fostering an "open" corporate culture that welcomes the ideas and views of the

individual.

Evaluate personnel based on their merits. Build a company that overflows with a challenging spirit.To achieve this

By improving our system and programs for the enhancement of human resources

and unifying our human resource development, we will empower each individual to exert

their skills to the utmost of their capabilities and discover new potential. At the same time,

we will strive to create a workplace that motivates individuals through measures such as

improvement of the working environment and labor conditions and enhancement of health

and welfare benefits.

Vision

We will leverage our strength in executing complex global scale projects to

make leading edge information and communication services affordable by all individual

consumers and business in India. We will offer unparalleled value to create customer

delight and enhance business productivity. We will also generate value for our capabilities

beyond Indian borders while enabling millions of Indias knowledge workers to deliver

their services globally.


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Statistics

Third largest telecom network in the world. Largest operator in INDIA is BSNL. INDIAS mobile market is the fastest growing market in the world. Worldsleading Japan based Telecom Company. Over the years technologies of DOCOMO has defined industry bench marks like

3G technology.

It is the global leader in value added services. TATA telecom Incorporated in 1996. Tata Teleservices is the pioneer of the CDMA 1x technology platform in India.

Deep involvement in the launch of 3G has inspired us to create an infrastructure

that will allow people and all kinds of objects to communicate a wealth of

information. Extended systems will link the home, the office and any number of

other locations to bring greater convenience to all aspects of everyday life. For

the future, it is our aim to incorporate information gathered by all five senses to

achieve an array of services far beyond anything envisaged to date.

NTT DOCOMO is already making rapid progress in such areas through a widerange of innovative research, building expertise and techniques as we move

forward towards exciting new business opportunities.

Innovating dreams Our goal is to create a broad array of exciting new services. Services that will

bring undreamed-of convenience to people everywhere.

In addition to Audio Barcodes and 3D Display System introduced in this website,cutting edge technologies beyond the imagination are already under development.

These include a system that makes distant objects feel like an extension of thehuman body for ultra realistic experiences, and advanced chips that will allow

items such as household appliances to communicate. What's more, we are

actively realizing 4G technology such as MIMO (Multiple-Input-Multiple-

Output) multiplexing technology and a wireless access communications system,

as well as contributing to the establishment of specifications for global

standardization.

Researchers at NTT DOCOMO have a clear vision of the future. A future thatwill unite all of the above advances and many more, to create a world where


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people can communicate at a higher level, regardless of time and space

Telecom industry in India is dominated by major companies like Airtel,Vodafone in GSM services.

Competition is very intense due to low differentiation. India ended March this year with 391.76 million mobile lines and tele density is

around 36.98.

Airtel enjoys 33.9%, Idea 11.6% Vodafone 19.6 and Tata CDMA has 7.2% of marketshare respectively.

PRICE It having attractive tariff plan: TATA DOCOMO having 1paisa /sec it is

applicable for both prepaid and postpaid


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Disruptive Innovation in the Indian Telecom Industry by Tata

Docomo

Wikipedia defines disruptive innovation as an innovation that improves a

product or service in ways that the market does not expect, typically by being lower priced

or designed for a different set of consumers.

Indian Telecom space was Disrupted by Tata Docomo when they came out

with a 1 paisa per second tariff.

We have earlier seen how Reliance India Mobile changed the mobile

industry by coming up with the lowest tariff in the beginning of this decade. The call

charges were around Rs 2-3 per minute and because of Reliance this was brought down to

around Re 1 per minute.

Tata Docomo was the next one to employ disruptive innovation in the Indian

mobile industry. Currently the game is not played on the price front but Value added

services front, which is evident from the advertisements of Airtel (Madhavan and Vidya

Balan) and Vodafone (Zoozoos) in the past.

If Aircel is redefining how telecom operators approach value added services

and GPRS in India, Tata Docomo is doing its bit to change billing practices.

The joint venture between Tata Teleservices and Japanese telecom major NTT

Docomo officially began rollouts with a plan to invest $2 billion for its pan-India GSM

services.


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CUSTOMER SATISFACTION

The 21 century belongs to the service sector. The customer of yester year was

a silent person who uncomplainingly purchased the goods from the market place. There isa new customer emerging today. Customer satisfaction can be defined as, customer

satisfaction is the feeling derived by the consumer when he compares the actual

performance of the products with the performance that he expects of it.

The measurement of the customer satisfaction typically begging when a

company realizes that their customer s is the people, who provide the revenues that,

hopeful, will cover expenses. Most companies start by establishing a customer satisfaction

baseline. Then they target year by year improvement.

Understanding customer requirement and delivering superior quality goods and

services to achieve composer satisfaction lead to the retention and growth of the customer.

General Idea about the satisfied customer:

Satisfaction is a personas feeling of the pleasure or disappointment. It is resulting

from comparing a products perceived performance with his or her expectations from it.

Satisfaction is more of an emotional concept. Today organization are aiming at high

satisfaction rather than at customer delight because customers who are

just satisfied still find it easy to switch over when a batter offers comes along. Those who

are highly satisfied are much less ready to switch over. High satisfaction or delight creates

an emotional bound with the brand and customer starts looking at an offering emotionally

and just rationally.

The aim of marketing is to meet and satisfy target customers needs and wants but

knowing customer is never simple. Customer may state their needs and wants but act

otherwise. They may not be in touch with their deeper motivations. They may respond to

influential to change their mind at the last minute. Some of todays most successful

companies are raising expectation and delivering performances to match. These companies

are aiming at TCS- Total customer Satisfaction.


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Increasing competition (whether for-profit or nonprofit) is forcing businesses to

pay much more attention to satisfying customers. In a competitive marketplace where

businesses compete for customers, customer satisfaction is seen as a key differentiator and

increasingly has become a key element of business strategy.

Customer Loyalty:

These four factors will greatly affect your ability to build a loyal customer base:

Products that are highly differentiated from those of the competition.

Higher end products where price is not the primary buying factor.

Products with a high service component.

Multiple products for the same customer.

Loyal Customers and Loyal Workforces

Building customer loyalty will be a lot easier if you have a loyal workforce not at

all a given these days. It is especially important to retain those employees who interact

with customers such as sales people, technical support, and customer-service people.

Many companies give a lot of attention to retaining sales people but little to support

people.

The increasing trend today is to send customer service and technical support calls

into queue for the next available person. This builds no personal loyalty and probably less

loyalty for the firm. Before going this route, be sure this is what your customers prefer.

Instant Feedback:

Recently, many organizations have implemented feedback loops that allow them to

capture feedback at the point of experience. For example, National Express, one of the

UK's leading travel companies invites passengers to send text messages whilst riding the

bus. This has been shown to be useful as it allows companies to improve their customer

service before the customer defects, thus making it far more likely that the customer will

return next time.


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Listen to your customers:

Is there anything more exasperating than telling someone what you want or what your

problem is and then discovering that that person hasnt been paying attention and needs to

have it explained again? From a customers point of view, I doubt it. Can the sales pitches

and the product babble. Let the customer talk and show them that you are listening by making

the appropriate responses, such as suggesting how to solve the problem.


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MARKETING STRATEGY

Tata Docomo appears to be banking heavily on its tariff plans the company is

offering a 1 second pulse instead of the usual 1 minute pulse that other telecom operatorsare offering. This means that consumers are charged on a per second basis, instead of a per

minute basis, and end up saving money on unused seconds. A nifty little application How

much can you really save on Docomos website explains how this works. Rs. 0.01/second

is a marked change from the Re 1/min and Rs. 0.49/min charges that usually applies.

Marketing Mix

4PS ofMarketing Mix

Product

Price

Place

Promotion.

Product:

TATA DOCOMO having good range of services. Tata Docomo provides both

postpaid and prepaid services. Tata Docomo having good quality network which provides

clarity in voice.

Pirce:

It having attractive tariff plan: TATA DOCOMO having 1paisa /sec it is applicable for

both prepaid and postpaid.

Place:It is having good range of channels of distribution: As Tata already exist in this field of


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telecommunications as Tata Indicom. It has wide range of channels of distribution to sell

TATA DOCOMO services.

Promotion:

Advertising: TATA DOCOMO following different style of advertising pattern in TV

andnewspapers. Due to that reason it was reaching public very fast.

Tata Docomo Pricing Strategy

Tata Docomo appears to be banking heavily on its tariff plans the company offers a

1 second pulse instead of the usual 1 minute pulse that other telecom operators were

offering. This means that consumers are charged on a per second basis, instead of a per

minute basis, and end up saving money on unused seconds. A fifty little application How

much can you really save on Docomos website explains how this works. Rs.

0.01/second is a marked change from the Re 1/min and Rs. 0.49/min charges that usually

apply.


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Now while this plan might sound unique, it isnt that it hasnt been tried before back

in 2004, Tata Indicom had launched 1 second pulse plans, which going by their current

plans, appears to have been shelved.

At present, Tata Docomo has launched voice portals, 24-hour music, cricket commentary

and voice chat, apart from offering free Missed Call Alerts and Voice Mail.

Interestingly, voice based services are also being priced with a per-second-pulse:

24 hour music and voice chat are priced at Rs. 0.02/second. Caller Tune search service

Genie is also being priced at Rs. 0.02/second. This is a marked change, again, from the

per minute pricing, and can offer consumers cheaper options.

An initiative that has taken the service provider industry by

storm

The pay per second model has really paid off well for the latest entrant in the

Indian GSM space, Tata-Docomo. The new pricing strategy from Tata-Docomo has

changed the rules of the GSM game, which is dominated by AirTel and Vodafone. Tata-

Docomo also launched its first mobile handset in September 2010.

Mobile pricing innovation Tata Docomo now charges per

website for Mobile Browsing!

This is surely a first world overTata Docomo have gone ahead and launched

an innovative mobile Internet offering which allows users unlimited usage of their favorite

websites on mobile for a fixed cost.

Tata Docomo has been forefront in coming up with various attractive pricing schemes,especially, in the pay-per-use paradigm. They were first to introduce pay per second

billing on calls, which now is followed by every mobile service provider. They followed it

with pay-per-minute and pay-per-call pricing plans as well which has made them one of

the fastest growing Mobile companies in India.

The new pay-per-website offering however, takes it to a complete

different level and unheard of pricing strategy. This is a very thoughtful strategy and

something which has potential to growth rapidly. Tata Docomo pricing strategy.


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Pay per site offer two combination:

Those only interested in single websites need to pay Rs 10 per site Those with multiple site browsing needs can opt for a combo pack at just Rs 25 per month.

Customers have a bundle of options within various categories of social

networking sites (Facebook, Twitter, and Linked In, Orkut), mail options (Gmail, Yahoo,

Rediff) and chat messengers (GTalk, Yahoo! Messenger, Nimbuzz).

Having said this, there is also a caveatIf you thought it was valid for unlimited

useit is not.

Tata Docomo pay per site plan categorizes each service under 2 different genres

Social Networking Site and Emailing & Instant Messaging. Each site under this genre is

priced at Rs. 10/- bundled with 200 MB free data usage valid for 30 days, post which

customers will be charged at 1p/kb. There are also 2 Combo options SNS Combo Pack

and Emailing Combo Pack and each Combo Pack is priced at Rs. 25/- bundled with 500

MB free data usage post which the customers will be charged 1p/kb.

We have been quite impressed the way Tata Docomo have gone about their

innovative pricing models as well as marketing strategies.

Per Character SMS PricingOn 8th September 2009, the GSM branch of the Indian carrier Tata introduced a

novel pricing strategy for text messaging. Under the brand Diet-SMS, Tata-DOCOMO

bills its customers by-the-character, rather than on a per message basis.

It is a very attractive marketing scheme, since many wireless subscribers, almost

by habit, tend to pepper their text messages with abbreviations and acronyms.

Under the new plan, Tata-Docomo charges one paisa per character. For

example, a text which reads tnx (for thank-you) is charged at 3paise instead of the

normal sms charge.

The Impact

Tata Docomo has gathered significant market share, owing to its pricing strategies.

Existing mobile operators are matching the price and the clear winners are the

subscribers since all the competition is sending the prices downhill.

Tata Docomo pricing strategy.


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Advertising Media Channels

India Tata Docomo, the youngest among telecom players in India to offer

GSM, is Presently banking on its services to garner visibility and a share in the telecom

pie. The launch of Tata Docomo also announced the intention of the brand to associate

with the thought 'do'. Tata Docomo, for the first time in the country, offered pay-per-

second billing; though other telecom providers have followed suit since. The company has

carried out a few adverts that highlight the brand's unique features and some other topical

advertising during Ganesh Chaturthi and Diwali. The latest from the GSM provider is the

'Friendship Express' TVC. The ad opens inside train, where everyone is doing their own

thing. A couple of the travelers don't like the solemn mood and start humming the

Docomo tune. Slowly and steadily, others pitch in and soon most of the train is singing

along. The ad ends with the super, 'Why walk alone when we can dance together'.


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Tata Docomo launched Keep it Simple campaign with Rabir

Kapoor!

Cutting through the clutter that the Indian telecom landscape finds itself in with

customers forced to jostle with confusing and complicated products, services and tariff

plans Tata DOCOMO is Doing the New again, with the launch of its new brand

campaign, aptly titled Keep It Simple. Tata DOCOMOs unique Keep I t Simple

Campaign is in a form of a stand-up comedy show with many episodes, which will be

aired during the course of this IPL season. It focuses largely on how Tata DOCOMO

simplifies the telecom experience, and hence the consumers life, by providing

differentiated products and services. Each individual advertisement starts by illustrating a

complexity in the category, and presents the Tata DOCOMO product and/or service as a

means of simplifying things. This campaign is simple, captures the various moods of

Ranbir depicting those of Tata DOCOMO


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Advertisement strategy

Tata DOCOMO ropes in Ranbir Kapoor as brand ambassador

NEW DELHI: Tata Docomo, the GSM brand of Tata Teleservices (TTSL), today

appointed Bollywood star Ranbir Kapoor as its brand ambassador.

The company has inked a two-year contract with Kapoor and will roll out various

televisions, print and outdoor campaigns with the actor, starting with the upcoming Indian

Premier League (IPL) tournament.

"We think Tata Docomo is an inspirational brand and so is the charm and

personality of Ranbir Kapoor, so it is a great match. We will leverage him in various

campaigns to build the brand further," TTSL Head Corporate Marketing Gurinder Singh

Sandhu told PTI.

Tata DOCOMO will undertake various marketing initiatives with Ranbir

Kapoor, including television commercials, print campaigns, outdoors and retail front

displays, he added.

The company will introduce its new campaign during the IPL tournament, which

kicks off on April

According to media analysts, Tata Docomo is expected to spend in excess of Rs

50 crore for the 360-degree campaign during the IPL season.

Other telecom operators like Bharti Airtel, Idea Cellular andReliance

Communications have also appointed Bollywood stars as their brand ambassadors.

While Airtel has worked with Shahrukh Khan, Saif Ali Khan and Kareena

Kapoor, Idea Cellular has Abhishek Bachchan as its ambassador. RelianceCommunications has worked with Hrithik Roshan.

Vodafone, on the other hand, has found success with its 'Zoozoos', the egg shaped

cartoon characters featured in its ad campaign.
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SERVICES & NETWORK AVAILABLE

Currently, Tata Docomo mobile services available in

these following circles:

Bihar & Jharkhand

Tamil Nadu

Orissa

Andhra Pradesh

Karnataka

Kerala

Kolkata

Maharashtra & Goa

Madhya Pradesh

Chhattisgarh

Haryana

Chennai

Eastern Uttar Pradesh

Western Uttar Pradesh

Punjab

Rajasthan ,Recently Launched Aand Rest of West Bengal, Recently Launched.


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PLANS

Tata DOCOMO Daily Plans. When every

day is different, why have a fixed plan? Abrand new day calls for a brand new plan.

Choose from Daily plans on local, STD,

Night calling, GPRS & Music and make

your own Daily Plan.

Benefits:

Anytime purchase Minimal cost Ease of process

How to subscribe:

Dial *141# and choose from Daily plans on local, STD, Night calling, GPRS & Music.


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Product options:-

Daily Rental Packs (Rs.2)

All local at 1p/2secSTD at 3p/4secLocal Night On-net at 1p/10secLocal On-net at 1p/6secUSA/Canada & UK(F) at 3p/secGulf at 11p/secAll local & National SMS at 1p

Weekly Rental Packs (Rs.10)

All local at 1p/2sec STD at 3p/4sec Local Night On-net at 1p/10sec Local On-net at 1p/6sec USA/Canada & UK(F) at 3p/sec Gulf at 11p/sec All local & National SMS at 1p

Talk More

30 local minutes @ Rs.5 on

Tata DOCOMO Network.

30 local minutes @ Rs.12 across

Networks.

30 local/National minutes @ Rs.1410 Local/National minutes @ Rs.5

Night Talk

Now converse through the night.

60 Free Local Night minutes on

Tata DOCOMO Network.

30 Free local On-net minutes @ Rs.3 20 Free local minutes @ Rs.5

a. GPRS10MB Free Browsing @ Rs.5 only.

World Calling

10 minutes to USA/Canada @ Rs.20 5 minutes to USA/Canada @ Rs.10


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a. Entertainment15 minutes FREE music @ Rs.5

a. CricketCricket Alerts @ Rs.5/day

Pay Per Site Packs:-

Pay Per Site Type MRP(Rs.) Validity

(Days)

GPRS free

Usage

Combo Packs

Mail Combo Mail 25 30 500MB

Social Networking Sites

Combo

SNS 25 30 500MB

Mail Packs

Gmail+GTalk Mail 10 30 200MB

Rediffmail Mail 10 30 200MB

Yahoo Mail

+

Yahoo Messenger

Mail 10 30 200MB

'Social Networking Sites Packs

Facebook SNS 10 30 200MB

Twitter SNS 10 30 200MB

LinkedIN SNS 10 30 200MB

Orkut SNS 10 30 200MB

Nimbuzz SNS 10 30 200MB


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SMS offers:

Pay for the First 3 Local SMS everyday and get the next 150 Local SMS free for the day

Pay for the First Local/ National SMS everyday and get the next 100 Local/ National

SMS free for the day

Pay for the First 3 Local SMS everyday and get the next 750 Local SMS Free for day

Pre-STD, ISD and National Roaming without rental.

Automatic alerts when your Balance is Low.


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COMPETITOR ANALYSIS

The competition has intensified the past few months with new players and

schemes coming in. There has never been a better time for the customer to get a mobilephone connection

There are at least six if not more operators to choose from in ever circle. In June

09, TATA DOCOMO broke the old system of tariff by introducing per second billing

system. As soon as they did this, the other followed suit with price cuts everywhere.

Suddenly the idea of calls being free was not so outrageous. The prices were reduced to

such an extent that the viability of the business was in questions. The competitive

environment of TATA DOCOMO can be looked at from the following perspectives

Market Competitors of Tata Docomo:

Airtel

Reliance Communication

BSNL

Idea

Aircel

Vodafone


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Market share

The government issued fresh licenses in 2008.As a result of this the market

gets crowded though incumbents still hold larger market shares are shown above.

However a point to note is that the new players have lower entry costs with very deep

pockets. They also have no legacy issues like the older players and hence are more adept

to changes market situations. The cost of infrastructure has reduced dramatically due to the

market growth and DOCOMO had an advantage here.


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Market Capitalisation

As profits margins are becoming thin, the market capitalization of listed telecom

companies has fallen. Though there have been some signs of recovery


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Airtel vs Tata Docomo

The equal competitors are coming up with their new tariffs, plans, special packs and theirvarying services to prove themselves to be much competitive and trying to anchor them

firmly in this mobile sector.

Currently the Tata Docomo came up with its services with an all new tariff scheme of payper second which has brought out a massive revolution in the market.

On 30th Oct the leading mobile service provider Bharti Airtel launched their muchawaited Payper Second tariff all throughout India. The tariff comparison with Airtel and

TATA Docomo is as follows,

Airtel with its inception on 2001 renders number of customers but their tariff, call rates todifferent network makes confusion and remains unstable. But Docomos 1p/sec

throughout India makes consumers to keep track of their account and controls expenses.

Airtel has kept different SMS charges even in their Pay Per Second plan with local smsbeing charged at Re.1 and National sms at Rs.1.50, whereas Docomo introduced SMS

charges based on the number of characters. No recharges are needed to opt for per second

calling after one year.

Package activation of Airtel ranges from Rs.64 to Rs.99 and varies from circle to circle.Docomos does not charge anything extra for activating the per second pack since the

tariff plan by default is on per second basis.

The Airtel tariff calculation is hard ranging from 1p/sec to 1.2p/sec , but 20% higher toother operators whereas A2A calls are kept at 1p/sec and that to other operators are

charged at 1.2p/sec. But Tata Docomo is offering a limited period offer of STD calls at

1p/sec.But Airtel is older than Docomo so it has compact network links than Docomo , so this is

the place where Docomo has to establish itself.

Meanwhile it is found that Docomo with both GSM and CDMA network added

over 4 million subscribers in September, beating market leader Bharti Airtel yet again.

Airtel had 2.5 million new users in September.

The battle has just begun as new operators are still to join the war. Do have your say

what you edict is going to be ?


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SWOT ANALYSIS

STRENGTH

WEAKNESS

OPPORTUNITIES

THREATS

STRENGTHS:

First to introduce seconds tariff plan (seconds pulse)

Good brand image of Tata services

Having large variety of plans

Plans are affordable by any common person.

WEAKNESS:

Signal strength.

Postpaid connections are not available as of now.

Customer services are not satisfactory.

Concentrating only on rural areas.


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OPPORTUNITIES:

Have a great opportunity to expand its services.

To introduce any new plans for internet users.

Introduce 3G compatible services.

To introduce new combined plans like, SMS, Internet, Calling integrated offers.

THREATS:

If signal strength is not increased it may lead to change in the network service by thecustomers.

Tata has to clarify whether this 1ps/sec will continue till its lifecycle.Heavy competition from all other network providers.


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CHAPTER 3


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PRESENTATION, ANALYSIS AND

INTERPRETATION OF DATA

Q.1) Are you using mobile?

ANSWERS NO.OF

RESPONDENTS

PERCENTAGE%

a YES 192 96

b NO 8 4

Interpretation

The above graph shows that 96.5%people are using mobile and 3.5%

people are not using mobile.

96%

4%Respondents

Yes

No


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Q.2) Does it really matter whether you go for GSM or CDMA?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

%

a YES 167 83.5

b NO 33 16.5

Interpretation

The above graph shows that people are more concerned about the

technology they are using.83.5% users are concerned about technology. And

16.5% users have no concern from that.

Yes

84%

No

17%

Respondents


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Q.3) How would you rate the voice clarity of your GSM mobile

connection?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

%

a Excellent 32 16

b Good 113 56.5

c Average 43 21.5

d Bad 9 4.5

e Worst 3 1.5

Interpretation

The above graph shows the rating given by GSM mobile users to the

voice quality.16% GSM users are delighted with quality and 56.5% users are

satisfied with that.

0%

10%

20%

30%

40%

50%

60%

Excellents Good Average Bad Worst

Respondents

Respondents


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Q.4) How would you rate network coverage strength on GSM

mobile connection?

Interpretation

The above graph depicts the coverage strength experienced by the GSM

users. GSM users are getting better coverage strengths. 46.5% GSM users are

highly satisfied with network coverage. 31.5% users are satisfied, 5%are not

satisfied with that.

46.50%

31.50%

17%

5%0%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

Excellent Good Average Bad Worst

Respondents

ANSWER NO.OF

RESPONDENTS

PERCENTAGE %

a Excellent 93 46.5

b Good 63 31.5

c Average 34 17

d Bad 10 5

e Worst 0 0


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Q.5) How would you rate supplementary facilities like call wait,

call hold, call forward, call divert, call conference on GSM

mobile connection?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

%

a Excellent 48 24

b Good 76 38

c Average 68 34

d Bad 8 4

e Worst 0 0

24%

38%34%

4%0%

0%

10%

20%

30%

40%


Respondents

Interpretation

The above graphs shows the satisfaction level of GSM mobile users

.24% users are highly satisfied, 38% are satisfied, 34% are find it average

and 4% are dissatisfied with supplementary services offered to them.


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Q.6) How would you rate the Internet connectivity and data

transfer service on GSM?

30%

38.50%

22.50%

36.50%

2.50%

0%

10%

20%

30%

40%

50%


Respondents

ANSWER NO.OF

RESPONDENTSPERCENTAGE

%

a Excellent 60 30

b Good 77 38.5

c Average 45 22.5

d Bad 13 36.5

e Worst 5 2.5


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Interpretation

Still many people are not aware of internet services offered to them by

their services provider .GSM users are more satisfied with the internet and

data services offered to them then other competitors. 30% users are highly

satisfied, 22.5% are found it average, and 36.5% are not satisfied with that.


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Q.7) How would you rate security and confidentiality regarding

call theft on GSM mobile connection?

Interpretation

The above graph shows that security and confidentiality regarding call

theft on GSM mobile connection is good as number of respondents consider

it at satisfactory level. 39.5%users find it good, 37.5% users find it average,

and 8% users find it not at satisfactory level.

05

10

15

20

25

30

35

40

45 ANSWER NO.OF

RESPONDENTS

PERCENTAGE

%

a Excellent 25 12.5

b Good 79 39.5

c Average 75 37.5

d Bad 16 8

e Worst 5 2.5


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Q.8) How would you rate dual personal and business number

facility on GSM mobile connection?

Interpretation

Although 10% find it excellent but 42% users find it good, 36.5% users

find it average, 9.5% find it bad and 2% find it not satisfactory.

10%

42%

36.50%

9.50%

2%

0%

10%

20%

30%

40%

50%


Respondents

ANSWER NO.OF

RESPONDENTS

PERCENTAGE %

a Excellent 20 10

b Good 84 42

c Average 73 36.5

d Bad 19 9.5

e Worst 4 2


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Q.9) How would you rate tariff rate of your Tata Docomo

prepaid connection?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

a Excellent 15 7.5

b Good 65 32.5

c Average 85 42.5

d Bad 25 12.5

e Worst 10 5

Interpretation

7.5% Tata Docomo mobile users find it excellent, majority of users

42.5%find it average, 12.5% are not satisfied with it.

7.50%

32.50%

42.50%

12.50%

5%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%


Respondents


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Q10.) How would you rate STD tariff plans of Tata Docomo

communication?

Interpretation

The above graph shows that 37.5% respondents are delighted with the

STD tariff plans. 42.5%are satisfied with that.17.5% find it average and

205% are not satisfied with it.

37.50%42.50%

17.50%

2.50%0%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%


Respondents

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

%

a Excellent 75 37.5

b Good 85 42.5

c Average 35 17.5

d Bad 5 2.5

e Worst 0 0


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Q.11) How would you rate the customer care service of Tata Docomo

mobile connection?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

%

a Excellent 17 8.5

b Good 35 17.5

c Average 74 37

d Bad 46 23

e Worst 28 14

Interpretation

When I asked the customers of Tata Docomo about the services of

Tata Docomo customer care 17% said that it is excellent. And most of

customers find it average. Some of them said they are not satisfied with their

services.

8.50%

17.50%

37%

23%

14%

0.00%

10.00%

20.00%

30.00%

40.00%


Respondents


53/74

Q.12) According to you what is the biggest strength of GSM

mobile?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE %

a Voice clarity 62 31

b Cheaper

internet

facilities with

less

expensive

handsets

56 28

c Cheaper

handset withmore features

48 24

d Less chances

of handset

theft

34 17


54/74

Interpretation

Majority of GSM users consider good voice clarity as the biggest strength

of GSM. According to 17% of users lesser chances of handset theft is the

biggest strength of GSM.24% of users say that cheaper handset with more

features make GSM a popular choice.

31%

28%

24%

17%

0%

5%

10%

15%

20%

25%

30%

35%

Voice clarity Cheaper internet

facilities with less

expensive handsets

Cheaper handset with

more features

Less chances of

handset theft

Respondents


55/74

Q13) According to you what is the biggest weakness of GSM mobile?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

%

A Less flexibility of

changing service

provider

79 39.5

b International roaming

very limited

121 60.5

Interpretation

The majority of users said that the biggest weakness of GSM is the

limited international roaming facility.

39.50%

60.50%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

Less flexibility of changing

service provider

International roaming very

limited

Respondents


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Q14) Based on your experience with GSM technology are you likely to

recommend GSM technology to your friends and relatives who may be

planning to purchase a new mobile?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

a Yes 89 44.5

b No 41 20.5

C Cant say 70 35

Interpretation

44.5% users will like to recommend the GSM technology to their friends and

relatives.20.5% users would not recommend it to their friends, and 35% are

not sure for that.

44.50%

20.50%

35%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

Yes No Can't Say

Respondents


57/74

Q15) Is Tata Docomo prepaid voucher easily available at retailer outlet?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

a Yes 102 51

b No 46 23

C Sometimes

not available

52 26

Interpretation

Majority of respondents 51% found prepaid voucher easily available at

retail outlet, 23% say that it is not easily available, and 26% found it not

available at sometimes.

51%

23%26%

0%10%

20%

30%

40%

50%

60%

Yes No Sometimes not available

Respondents


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Q16.) How would you rate international roaming facility on GSM mobile

connection?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

%

a Excellent 15 7.5

b Good 44 22

c Average 50 25

d Bad 56 28

e Worst 35 17.5

Interpretation

Majority of people find international roaming facility is not

satisfactory.22% find its good 28% find itsnot satisfactory.

7.50%

22%25%

28%

17.50%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

Excellents Good Average Bad Worst

Respondents


59/74

Q.17) Information about TATA DOCOMO is through?

68%

5%

27%

Respondents

Media

Family

Friends


60/74

Q18) Attractiveness of customers towards TATA DOCOMO.

92%

8%

Respondents

Yes No


61/74

Q.19) Opinion regarding tariff plan offered by TATA DOCOMO.

Excellent77%

Good

20%

Average

3%


62/74

Q.20)Opinion towards paisa/second pulse.

60%27%

8% 5%

Respondents

Stongly Satisfied Satisfied Dissatisfied Strongly Dissatisfied


63/74

Q.21)Suggest others to take TATA DOCOMO.

90%

10%

Respondents

Yes No


64/74

Q.22) Connectivity of TATA DOCOMO.

43%

30%

27%

Respondents

Excellents Good Average


65/74

Q.23) Awareness of TATA DOCOMO.

75%

25%

Respondents

Yes No


66/74

FINDINGS

It is found that TATA Teleservices is the first company to launch prepaid 1 pec. p/sec.

services in the country.

The call rates are found to be at par with the other competitors.

The availability of the recharge voucher was found good. But some time it is not available.

Most of the respondents found the customer care service is not satisfactory.

Nearly all the respondents told that Quick Problem Solving is desirable quality in the

customer care Executives.

The queries and problem of the customer were solved but not immediately, there is a scope

for improvement.

More stress was given on customer acquisition then satisfying the Existing customers.

While conducting a survey it was found that still many people are not aware of the term

GSM and CDMA even they basic difference between them.

The voice clarity of GSM is better than CDMA. When CDMA phones are near any digital

or magnetic instrument the poor crack due to interference and also cross connection

problems are faced by some of the users.

GSM users are satisfied with good coverage strength anywhere.

Many people who are interested in internet connectivity and data transfer services get

attracted to GSM. As internet connectivity and data transfer is cheaper with GSM.

It is found that international roaming facility is not so good as it should be.

Supplementary facilities like call wait call forward, call hold, call divert, call conference is

satisfied the users.


67/74

Recommendations

The availability of recharge voucher should be made available when required by the

customers. As this give the good impression about the company.

The network coverage is another asset for the companys image, which needs to be

preserved in future.

The overall image of the customer care services was found to be good but with some

loopholes related to delays in problem solving.

The company should be more prompt in handling the queries and problem of the customer,which is vary essential for the prepaid card so as to retain the customers with the company

in future.

The customer care executives should be more efficient in handling the customer and also

more friendly and polite their conversation, while dealing with the customer.

After sales service is required to be maintained properly, which is not up to the mark

Call rates is affordable so it should be maintained at this level.

Many people are using mobile, but majority of them are not aware of the technology they

are using. Many tines it happens that a person doesnt knowwhich technology satisfied his

need. Hence awareness should be created among them regarding advantages and

differences in the technology.

Supplementary facilities like call wait, call forward, call hold, call divert, call conference

should be made more effective to attract customers.


68/74

CONCLUSION

After analysis and interpretation of the data it can be concluded that Tata

Docomo is providing a broad range of various schemes ranging from international calling

to hello tunes. This is the critical factor to attract various customers. Wide range of

schemes is also leading to increase in number of customers with rapid pace for Tata

Docomo.

Tariff charges introduced by the Tata Docomo are found to be cheaper than

other services. Tata Docomo has emerged as a giant killer due to their tariff plans and

heading towards the position of dominator.

Tata Docomo is providing some unique features and services like pay per

second, SMS per character, pay per site plans that are making them being different from

their competitors.

Awareness of the Tata Docomo is spreading widely among people due to their

promotional activities. Buyers are now insisting for cheaper plans or threatening to opt

out.

Majority of the customers are satisfied with the services of the Tata Docomo

and they are not ready to switch on to other service providers.


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ANNEXURE

Questionnaire

Personal details:

Name:

Address:

Occupation:

Gender: Male ( ) Female ( )

Q.1) Are you using mobile?

a) Yes b) No

Q.2) Does it really matter whether you go for GSM or CDMA?

a) Yes b) No

Q.3) How would you rate the voice quality of your GSM mobile connection?

a) Excellent b) Good

c) Average d) Bad

e) Worst

Q.4) How would you rate network coverage strength on GSM mobile connection?


c) Average d) Bad


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e) Worst

Q.5) How would you rate supplementary facilities like call wait, call hold, callforward, call divert, call conference on GSM mobile connection?


c) Average d) Bad

e) Worst

Q.6) How would you rate internet connectivity and data transfer service on GSM?


c) Average d) Bad

e) Worst

Q.7) How would you rate security and confidentiality regarding call theft on GSM

mobile connection?


c) Average d) Bad

e) Worst

Q.8) How would you rate dual personal and business number facility on GSM mobile

connection?


c) Average d) Bad


71/74

e) Worst

Q.9) How would you rate tariff rate of your Tata Docomo prepaid connection?


c) Average d) Bad

e) Worst

Q.10) How would you rate STD tariff plans of Tata Docomo communication?


c) Average d) Bad

e) Worst

Q.11) How would you rate the customer care service of Tata Docomo mobile

connection?


c) Average d) Bad

e) Worst

Q.12) According to you what is the biggest strength of GSM mobile?

a) Voice clarityb) Cheaper internet facilities with less expensive handsetsc) Cheaper handsets with more features.d) Less chances of handset theft.


72/74

Q.13) According to you what is the biggest weakness of GSM mobile?

a)Less flexibility of changing service provider.

b)International roaming very limited.

Q.14) Based on your experience with GSM technology are you likely to recommend

GSM technology to your friends and relatives who may be planning to purchase a

new mobile?

a) Yes b) No c) Cant say

Q.15) Is Tata Docomo prepaid voucher easily available at retailer outlet?

a) Yesb) Noc) Sometimes not available

Q.16) How would you rate international roaming facility on GSM mobile

connection?


c) Average d) Bad

e) Worst

Q.17) Introduction about Tata Docomo is through

a)Family b)Friends c)Media


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Q.18) Attractiveness of customers towards Tata Docomo

a) Yes b)No

Q.19) Opinion regarding tariff plan offer by TATA DOCOMO.

a) Average

b) Good c) Excellent

Q.20) Opinion towards paisa/second pulse

a) Satisfied b) Strongly

c) Dissatisfied d) strongly dissatisfied

Q.21) Suggest others to take Tata Docomo

a) Yes b) No

Q.22) Connectivity of Tata Docomo

a) Excellent b)Average c)Good

Q.23) Awareness of Tata Docomo

a) Yes b) No


74/74

WEBLIOGRAPHY:

www.tatadocomo.com www.mobilenetwork.com www.divein.tatadocomo.com www.fonearena.com

BIBLIOGRAPHY:

Digit (monthly magazine) Times Of India Hindustan Times
http://www.tatadocomo.com/http://www.mobilenetwork.com/http://www.divein.tatadocomo.com/http://www.divein.tatadocomo.com/http://www.mobilenetwork.com/http://www.tatadocomo.com/

Documents

Study of dfsdTata Docomo