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INTRODUCTION AND HISTORY OF COMPANY

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.
The name DoCoMo is officially an abbreviation of the phrase, "do communications over the mobile
network", and is also from a compound word dokomo, meaning "everywhere" in Japanese.
The launch of the TATA DOCOMO brand 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 clearly the preferred mobile phone service
provider in Japan with a 50 per cent market share.
On 5 November 2010, Tata DOCOMO became the first private sector telecom company to
launch 3G services in India. Tata DOCOMO had about 42.34 million users at the end of December 2010.
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 technology, as also products and services like the i-modeTM, 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 the identification of key areas where the
two companies will work together. DOCOMO, the world's leading mobile operator, will work closely with
the Tata Teleservices Limited management and provide know-how on helping the company develop its GSM
business.
1

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.
Rebranding
On 20 October 2011, Tata DoCoMo brought its brands - CDMA, GSM, Walky (Fixed Wireless Phone), 3G,
Photon, INTERNET - under the Tata Docomo name. All subscribers to these services were migrated to the
Docomo brand on 20 October 2011.
Type

Joint venture

Industry

Telecommunications

Founded

November 2008

Headquarters New Delhi, NCT, India


Area served

India

Services

Mobile network, Fixed Wireless


Telephone, USB Internet Dongle

Parent

Tata Teleservices (74%)


NTT DoCoMo (26%)
(joint venture)

Website

www.tatadocomo.com
(Table 1)

About A Star Enterprises (Authorised dealers of Tata Docomo)

A Star Enterprises under the proprietor Mr Navjeet Singh is working with Tata Docomo from 1 Year. They
got Distribution ship of Tata Docomo in July 2012 and started working from August 2013.
Astar Enterprises is one of the top distributors in Punjab Zone.
ABOUT TELECOM SECTOR IN INDIA:
More 150 million (Approx) telephones network is one of the largest communication networks in the world,
which continues to grow at a blistering pace. The rapid growth in the telecom sector can be attributed to the
various pro-active and positive policy measures taken by the government as well as the dynamic and
entrepreneurial spirit of the various telecom service providers both in private and public sector. The telecom
sector has shown impressive growth during the past decade. Today more two striking features of this growth
VIZ. Increasing preference for mobile phones and higher contribution of private sector in the incremental
growth have pre-dominated the telecom sector. The share of mobile phones (including WLL mobiles.) has
overtaken the shares of landlines with 93% (Approx) in the total number of phones. The private sector
contribution also increasing rapidly. Currently more than 80 lakhs phones are being used added each month
and it is targeted that by the total number of phones may reach a level of 700 millions taking the teledensity to more than 60% which is currently at 55% (Approx).

Network Expansion:
The total number of telephone subscribers has reached 563.24 million at the end of February as compared to
281.62 million. The overall tele-density has increase to 71.26% in February.
Wireless services:
The wireless segment saw a surge of 17.4 million subscribers last month compared to 8.20 million in
December 2012. This pushed the total wireless subscribers base to 680.8 million by January.
Wireless Subscribers:
The wire line segment subscriber base stood at 99.73 million with a decrease of 0.16 million at the end of
January.
Teledensity:

The gross subscribers base reached 600.83 million at the end of March. The tele- density is 24.63% at the
end of January as compared to 18.31% at the end of March registering an increase 0f 6%.
Increasing role of Private Sector:
The private sector has played a significant role in the growth of telecom sector. The share of private sector
has rise 85% in December from 64.14% in November.
Tariff rebalancing measures:
There has been a dramatic fall inconsiderably in recent months especially for cellular services. The long
distance domestic as well as international charges have also fallen considerably.
Telecom Regulatory Authority of India (TRAI):
TRAI was established under the Telecom Regulatory Authority Of India Act, 1997 enacted on March 28,
1997. The goals and objective of TRAI are focused towards providing a regulatory framework that facilitates
achievement of the objective of New Technology Policy (NTP) 1999. TRAI has endeavoured to encourage
greater corporation in the telecom sector together with better quality and affordable prices.

CORPORATE PHYLOSIPHY
With the aim of creating a new world of
communications culture, TATA DOCOMO
devote all the skills, know-how and energy
towards the establishment of more "personal
communication" with customers that contribute
to their heartfelt satisfaction.
A New World of Communications

Culture
More personal communication
(Fig.1- Corporate philosophy of Docomo)
Reliable 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
4

In order to create a world of more innovative and enriched communications, docomo is improving service
quality; aggressively move forward with the development of various services. Tata Docmo 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 fulfil expectations of customers by fulfilling our response to 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 deliver satisfaction to a growing diversity of customers.
Employees satisfaction:

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.
By improving system and programs for the enhancement of human resources and unifying our
human resource development, Tata Docomo empowers each individual to exert their skills to the
utmost of their capabilities and discover new potential. At the same time, they strive to create a
workplace that motivates individuals through measures such as improvement of the working
environment and labour conditions and enhancement of health and welfare benefits.

Vision
Tata Docmo leverage its strength in executing complex global scale projects to make leading edge
information and communication services affordable by all individual consumers and business in India. Tata
Docomo also offers unparalleled value to create customer delight and enhance business productivity. They
also generate value for their capabilities beyond Indian borders while enabling millions of Indias knowledge
workers to deliver their services globally.
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.
Worlds leading 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 wide range of innovative
research, building expertise and techniques as we move forward towards exciting new business

opportunities.
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.
According to national research, Airtel enjoys 33.9%, Idea 11.6% Vodafone 19.6 and Tata CDMA has
7.2% of market share respectively.

AVAILABILITY OF TATA DOCOMO SERVICES:


6

Tata DoCoMo mobile services are available in the following telecom circles:
State

CDMA

2G

3G

Madhya Pradesh
Maharashtra & Goa
Mumbai
Andhra Pradesh
Bihar & Jharkhand
Gujarat
Haryana
Himachal Pradesh
Karnataka
Kerala
Kolkata
Orissa
Punjab
Rajasthan
Tamil Nadu
Chennai
Uttar Pradesh (East)
Uttar Pradesh (West)
West Bengal
Assam
North-East
Jammu and Kashmir
Delhi
(Table 2- Availability of Tata Docomo Services)
With effect from 17 June 2013, Docomo does not offer postpaid services, on both CDMA and GSM, in
Bihar, Rajasthan and West Bengal (except Kolkata).
7

VARIOUS MARKETING STRATEGIES USED BY TATA DOCOMO:


What do you mean by Market?
In marketing, the term market refers to the consumers or organizations that is interested in the product, has
the resources to purchase the product, and is permitted by law and other regulations to acquire the product.
The market definition begins with the total population and progressively narrows.
A public place where buyers and sellers make transactions, directly or via intermediaries. Also sometimes
means the stock market
What do you mean by Strategy?
Strategy is a long term course of action through which an organization relates itself with the environment so
as to achieve its objective.
Strategy is the direction and scope of an organization over the long-term; which achieves advantage for the
organisation through its configurations of resources within a challenging environment, to meet the need of
market s and to fulfil stakeholders expectations.
Strategy is an action that managers take to attain one or more of the organization goals. Strategy can also be
defined as a general direction set for the company and its various components to achieve a desired state in
the future. Strategy results from the detailed strategic planning process.
What do you mean by Marketing Strategy?
A marketing strategy is a process or model to allow a company or organization to focus limited resources on
the best opportunities to increase sales and there by achieve a sustainable competitive advantage.
A strategy that integrates an organizations marketing goal into a cohesive whole. Ideally drawn from market
research, it focuses on the ideal product mix to achieve maximum profit potential. The marketing strategy is
set out in a marketing plan.
A marketing strategy is a process that can allow an organisation to concentrate its limited resources on the
greatest opportunities to increase sales and achieve a sustainable competitive advantage.

DOCOMOS STRATEGIES:
The strategies used by Docomo to acquire market areSEGMENTING, TARGETING DIFFENTIATED MARKETING AND POSITIONING.
Segmenting:
1. Geographic region.
2. Density.
3. Social classes & Income level.
Targeting:
1. Company executives
2. Lower, upper, middle income segment.
Positioning:
1, Transparent
2. Innovative
3. Liberating
Here, Tata docomo has various plans and tariff rates as per the need and requirements of various
segmentations, such as corporate plans for business people, night plans, low tariff plans for middle and lower
income group, blackberry with their telecom services for middle and high income group.
Tata docomo is following full market coverage strategy as they have wide range of offering for the
customers i.e. various tariff plans depending upon the segment the customer belongs to for example the
charges for the corporate plans are different from that of residential use plants.
Differentiated Marketing:
For full market-coverage they are following the differentiated marketing strategies, under which for each
market segment there will be different marketing mix for example the charges for corporate plans are
different from those of home plans and the feature are also different on the both

MARKETING MIX OF TATA DOCOMO:


Marketing Mix decision must be made for influencing the trade channels as well as the final consumers. The
4ps represents the sellers view of the marketing tools available for influencing buyers. From a buyers point
of view, each marketing tool is designed to deliver a customer benefits.
Rest 4 P are of Service marketing. Services marketing is the marketing based on relationship and value. It
may be used to market a service or a product. Marketing a service-based business is different from
marketing, a goods-based business.
1. Product:

Design
Technology
Usefulness
Convenience
Value
Quality
Packaging
Branding
Accessories
Warranties

2. Price:

Strategies
Skimming
Penetration
Psychological
Cost-plus loss leader, etc

3. Place:

Retail
Distributor
Mail order
Internet
Direct sales

4. Promotion:

Special offers
Advertising
10

Endorsement
User trials
Direct mailing
Leaflets/posters
Free gifts
Competitions
Joint ventures

5. People:

Employee.
Management.
Culture.
Customer service.

6. Process:

Especially relevant to service industries.


How are services consumed?

7. Physical Environment:

Smart
Run-down
Interface
Comfort
Facilities

PRICING STRATEGY:
Pricing strategies for products or services encompass three main ways to improve profits. These are that the
business owner can cut costs or sell more, or find more profit with a better pricing strategy. When costs are
already at their lowest and sales are hard to find, adopting a better pricing strategy is a key option to stay
viable.

11

They are following differential pricing strategy; they are offering varied tariff plans from which the
customers can choose as per their requirements.
STRATEGIES:
PRODUCT

Offer

basic Offer

product service.

Value

added service.

Increase In
number of value
added services.

PRICE

Charge cost-plus

DISTRIBUTION Build

Price

selective

distribution.

To

Price to Match

Penetrate

or

market.

competitors.

Build

Intensive

distribution.

Build

Best

More

intensive
distribution.

ADVERTISING

Build

Product

Awareness
among

Build awareness

Stress

interest in the

differences and

early mass market.

Brand

benefits.

adopters.
SALES

Use heavy sales


Promotion

To

Increase to build

Increase To

And

encourage brand

Maintain

PROMOTION
Entice

people to relationship with

subscribe.

switching
.

customers.
(Table 3-Pricing Strategy of Docomo)

CHATPER 2
THEORETICAL FRAME WORK
12

BUSINESS HERARCHY OF A STAR ENTERPRISESA Star Enterprises is one of the leading distributors in Jalandhar zone out of 7 Distributors. A Star Enterprise
is supervised by CSM- Mr Hemant Bawa and ZBM- Mr Amit Goel. It has 595 Outlets under it which is
being handled by 6 DSEs and a Back end. A Star is dealing with all the products of Tata Docomo.
Here is the regional hierarchy-

A
CsZ
aoo
rmn
Ep
na
tal
rn
ppyB
rr u
ss
el s
snn
Me
as
n
as
gM
ea
(n
Sa
Mg
)e
r

e
ii
i

13

(Figure 2- Hierarchy of Tata Docomo)


DetailsTotal Outlets= 595
Transacting Outlets= 335
Non Transacting Outlets= 260

FUNCTIONS OF VARIOUS PEOPLE IN ORGANISATION:

(A) Functions of Distributor (A Star Enterprises)


Telecommunications is a sophisticated and vast field and while every individual uses telecom services in
some form or the other, for a business organization choice of the products can become a much more complex
decision. Serving the clients demands therefore needs to be managed with extreme care and caution and a
methodical approach. It will also ensure that the carriers are able to understand customers requirements and
then execute the solution.
This is where the role of a telecom distributor comes in.
1. Monitoring software technology
A telecom distributor will also spend a lot of time in keeping track of the way technology is
unfolding in the telecom business. This is indeed a very dynamic field because almost every day
there are new technologies that are being introduced in the market and an agent or an individual may
not really have the time and know-how to find out more about this technology and whether it is
something that should be presented to the end customer. Therefore, one of the responsibilities of a
14

telecom distributor is to check up on nascent technologies and make an analysis of their own
bustness.

2. Structuring price quotes


A telecom distributor will also be able to help agents to get structured price quotes that they can carry
to the customer. By making the process of lead generation, marketing, price quoting and payments a
smooth and operational one, a telecom distributor has to perform a role of a coordinator more than
anything else.

3.

Relationships

When it comes to the entire ecosystem of the different individuals and companies that go into making
a telecom network, then one of the biggest roles that a telecom distributor performs is that of
fostering and nurturing relationships within the ecosystem. Thus, there can be vendors, agents,
customers, software sellers and many other players within this ecosystem but a telecom distributor or
master agent will help them connect with each other in a relevant and meaningful manner which
delivers higher value proposition. For instance, an agent may need the help of a product specialist in
a particular domain but may not know where to go. Now if he were to approach a telecom distributor,
then he would be connected with the appropriate product specialist in no time at all.

4. Customer development and market development


Another role that a telecom distributor has to perform pertains to developing market share and
customer base for a telecom carrier. Assuming that the carriers products and solutions are all highquality ones then it will be up to the telecom distributor to work with the customer and tell them
about the availability of such high-quality products. Therefore a telecom industry distributor plays an
eminent role in fostering customer and market relationships also.

Criteria required for Distribution ship in DoCoMo:-

Sr.N
o.
1
2

Sole Proprietorship
Evaluation Sheet (Signed by CSM & ZM)
Demand Draft Copy
15

Sr.N
o.
1
2
3
3
4
4
5
5
6
6
77
88
99
10
10
11
11
12
12
13
13
14
14
15
15
16

16

17
17
17
a.
17 a.

17
b. b.
17
18
18
19
19
20
20
21
21
22
23

Partnership Firm
Evaluation Sheet (Signed by CSM & ZM)
Demand Draft
Draft Original
Copy
Demand
- Named on Tatal Teleservices Ltd, Payable
Demand
Draft
Original
- Named
on on
Tatal
Teleservices
Ltd, Payable
at Chandigarh with Channel
Stamp
Backside
of Demand
Draft at
Chandigarh
with Channel Stamp on Backside of Demand Draft
Bank
Certificate
Bank
Certificate
(Enclosed)
1 Snap
1 Snap of All Partners
Identification
Proof of Person signing Agreement with TTSL (Self
Identification
of all Partners
of Passport
Attested CopyProof
of Passport
/ Ration(Self
CardAttested
/ DrivingCopy
Licence/
Voter ID/
Ration
Card
/
Driving
Licence/
Voter
ID
Card)
Card)
Firm's
PAN Card
PAN
Card
Firm's
VAT Certificate
VAT
Certificate
Firm's
Tax
ServiceService
Tax
form from
from Distributor
Distributor regarding Distributorship
Distributorship
Application form
49 Pages Agreement with Stamp & Sign on all pages and additional
stamp sign
sign as per
per the
the attachment (on normal
normal paper)
paper)
Payout & Amendment Policy (TTSL Letter Head)
Clawback Policy (3 Pages)
Indemnity
Indemnity Bond
Bond on
on Rs.
Rs. 50
50 Stamp
Stamp Paper
Paper on
on Firm's
Firm's Name
Name (Notarised
(Notarised
Attested)
(While
taking
Print
out
on
Indemnity
(Appendix-2),
Attested) (While taking Print out on Indemnity (Appendix-2), the
the
word
word "Performa
"Performa for."
for." should
should be
be removed.)
removed.)
Schedule C
C on
on Rs.
Rs. 50
50 Stamp
Stamp Paper
Paper on
on Firm's
Firm's Name
Name (Notarised
(Notarised
Schedule
Attested)
Attested)
Rs. 25 Stamp Paper on Firm's Name. Following Text to be printed on
Rs. 25 Stamp
Stamp
Paper. Paper on Firm's Name. Following Text to be printed on
Stamp Paper.
This stamp paper forms integral part of the Channel partner
This stampexecuted
paper forms
integral
the ChannelLtd.
partner
Agreement
between
M/spart
TataofTeleservices
and M/s
Agreement executed between M/s Tata Teleservices Ltd. and
..
andM/s
has
..
and has
been
affixed to the Agreement for the purposes of stamp duty.
been affixed to the Agreement for the purposes of stamp duty.
of Principal
Principal Place of Business
Ownership / Possession Proof of
>
For
Rented
Property:Self
Attested copy
copy of
of Lease
Lease
>
For Rented Property:- Self Attested
Agreement/
Lease
Deed/
Rent
Deed/
Affidavit
coupled
with Rent
Rent
Agreement/ Lease Deed/ Rent Deed/ Affidavit coupled with
receipt (in
(in case
case no
no document
document is
is executed
executed and
and its
its oral
oral
receipt
understanding)/
Affidavit
coupled
with
copy
of
expired
lease deed/
deed/
understanding)/ Affidavit coupled with copy of expired lease
Agreement
(in
case
agreement
has
not
been
extended
further
in
Agreement (in case agreement has not been extended further in
writing);
writing);
>
For
>
For Self
Self Owned
Owned Property:Property:- Self
Self Attested
Attested copy
copy of
of Sale
Sale Deed/
Deed/
Allotment
Letter/
Transfer
Letter/
Jamabandi/
Any
other
Allotment Letter/ Transfer Letter/ Jamabandi/ Any other document
document
signifying
signifying possession/
possession/ ownership
ownership
Partnership
DeedSheet CA Attested (For last three years)
Audited
Balance
Authorisation
Letter
in case of One Authorised signatory
IT
return for last
3 years
Audited
Balance
Sheet CAfor
Attested
(For last three years)
Bank
Account
Statement
last 6 month
IT return for
last 3
years & E Mail address of Channel Partner
Alternate
Mobile
Number
Bank Account Statement for last 6 month
Alternate Mobile Number & E Mail address of Channel Partner

(Table 4-Ctriteria for distribution ship)

16

(Table 5- Ctriteria for distribution ship)

17

(B) Functions of ZBM (Zonal Business Manager) ZBM controls the whole zone.
He is also an employee of company who not only governs Distributors, Retailers and DSEs but

CSMs also.
He is the highest authority of district.
He conveys to company need of market.
He analyse data received from company and get the required work done through CSMs.
(C) Functions of CSM (Channel Sales Manager)CSM is an employee of company to govern the area/distributor appointed to him.
He makes sure that Distributors, Retailers and DSEs are working according to company policies.
They have to achieve targets assigned to them by company with the help of distributors.

(D) Functions of DSES (Direct Selling Executive)


DSEs are the agents of distributors who perform sales and services to retailers on behalf of

distributors.
To visit and help retailers regarding any problem they are facing.
To communicate the schemes and offers for the period are being conveyed to retailers or not.
To motivate and Boost the morale of retailers by giving them schemes and offers.
To achieve daily target of activations assigned by distributor.
To Complete DUAO- Daily Unique Activating Outlets.
To give the POP (Point of Purchase) material (posters, hangings, books etc) for advertising to

Retailers.
To bring CAF (Customer application form) daily for the activations done by their counters.
To supply the retailers with all the products they require.

18

PRODUCT AND SERVICES OFFERED BY TATA DOCOMO- Following are the Services offered by
Tata Docomo in Country.

(Table 6- Product and Services offered by Tata Docomo)


Out of these A star Enterprises deals withInternet Services Photon
3G
Voice solution Docomo
Virgin
Indicom
Recharge facilities EVD
Paper card

19

MAIN COMPONENTS OF BUSINESS:


(A) Targets-Targets are assigned by company looking at the past performance of the area which distributor holds. Given
are the three aspects

Targets for Sims- In Sims there are targets for :

o MNP(Porting)
o Tata Docomo Sims,
o Virgin Sims
o Indicom Sims
Targets for EVD- These targets involve the targets of Primary, Secondary and Tertiary.
Targets for Paper card.- Paper card should be 20% of For the month of June targets were assigned by

CDMA Gross Targets


EVD
Primary
CDMA Voice
Data
Gross - VOICE Targets
EVD + Paper
Acti
Dist Mdn
Dist Name
TD ve
VMI MNP Activ CDM
3G Primar
Tertiary Paper
e
yTra Ac DUA
Primar
Dist
Voic Dat Gros Tertia Hands
A
DUA
Gross Data n
Dist Mdn
Name
e
a
s
ry
et
t
O
Act y O
904170123 A Star
A Star
177 198 150
1700
70
53.8
44.1
8
3
Enterprises
8
9041701 Enterpri
24
233
25 Enterprises
72
5.6
46 3
12
1
Following
are ses
the Targets 90
of A Star
for the 55
month of25
June- 5

Company as follows

GSM

GSM
Voic

Prim
e
Data ary
RC-9
Tra Ac DUA
n
t
O
Act DUAO
22
325 5
35
35
2

3G

GPRS

Sms

Min

70

3900

3900

1950

(Table 7- Target of June A Star)


And this is how target was divided amongst DSEs according to their retailers and experience.
DSE
Number
7696029853
8699243676
7696100113
7696024809
8699242397
8699179568
Total

TD
Targets
600
290
250
300
170
168
1778

VMI
Targets
60
30
40
40
10
18
198

MNP
Targets
30
30
30
30
15
15
150

Total
690
350
320
370
195
201
2126

Duao
6
5
5
5
5
5
35

3G
20
10
8
10
10
12
70

Photon
5
8
2
6
2
2
25

Dheeraj
Sandeep
Harmeet
Inder
Jatin
Nishant

(Table 8- Target distributed among DSEs)


HVC- High Value Charge target has been introduced by Tata Docomo to enhance the sale of recharges of
high value. Dses are assigned task of sending sms from retailers mobile- HVC to 52291.
20

The target is being assigned by company to the retailer according to their past performance.On achieving the
assigned target, retailers get Rs 10 extra on every HVC recharge they do.This has increased the sale of high
value recharges and hence giving high profit to retailers as well as distributors.
Target Achieved till date report:
TD Gross
TD G
Tgt
1777
.5

MTD
Tgt

FT
D

1319

73

Ac
h
12
24

%Age
MTD

%Age
Ach

R
R
R

C
R
R

93%

69%

69

Month
Trending

LMExit

53

LM
SD
120
4

1643

1617

%
G
r
2
%

MNP
MNP G
Tgt

MTD
Tgt

FT
D

Ac %Age
h
MTD

%Age
Ach

R
R
R

C
R
R

LM
SD

Month
Trending

LMExit

150

111

48

32%

13

88

62

99

43%

%
Gr
45
%

Virgin Gross
Virgin
G Tgt

MTD
Tgt

FT
D

Ac %Age
h
MTD

%Age
Ach

R
R
R

C
R
R

LM
SD

Month
Trending

LMExit

197.5

147

28

19%

14%

21

46

31

65

%
Gr
39
%

3G Gross
3G G
Tgt

MTD
Tgt

FT
D

Ac %Age
h
MTD

%Age
Ach

R
R
R

C
R
R

LM
SD

Month
Trending

LMExit

70

52

26

37%

37

31

67

50%

Evd Tertiary (TD+Virgin)


R
Tert FT Ac
%A R
Tgt
D
h
ge
R
44.1 0.
20. 48
2.
0
90 96
%
89

%
Gr
30
%

GSM POOL
LM
SD
20.
64

LMExit
26.8
9

EVD Primary (TD+Virgin+CDMA)


EVD
%A
AR LMS LM- %
Pap

%
G
r
2
%

FT

DBR
Balance

DSE
Balanc
e

Ave
Tertiary

Sto
ck

3.00

0.18

1.02

Paper Primary (TD+Virgin)


Ac
%A
AR LMS LM

%
21

P
Tgt
53.8
0

ge
44%

3.7
5

Exit

Gr

21.3
5

28.0
5

12
%

P
Tgt

8.00

0.3
9

2.1
2

ge
26%

0.7
4

Exi
t

5.97

6.0
1

Gr
65
%

Cont
ri
8%

22

Table 9(B) Activations:


Activations process is as following:
1. CAF- Customer Application Form which is filled checking at the proofs submitted by the customers.
CAF is sent with a proof and a photo of customer with the stamp of Retailer and Distributor

on CAF.
CAF is then collected by CAF auditor and collector.
The CAF is collected within a day to ensure all the incentives to distributor and retailers.
In case CAF is not sent in a week time,
Number is automatically deactivated,
Those CAF which are not appropriate are sent back by the company which are known as

rejected CAF.
2. LR Verification- In case proof is of some other state, Local reference of customer receives call to
confirm if he lives in town or not.
3. Tele-verification- In case customer has given local proof, after updation of proof in company,
customer calls at 59059 and confirms his name, Address and F. Name.
4. First call- After TV or LR is done; activation is counted only when customer calls at any number and
talks for around 1 min. This is done to confirm if the number is a genuine activation or not.
After all these steps being followed, Activation is considered done.
Following are the Activations done by A Star Enterprises in the month of April, May and June.
ACTIVATIONSVIRGIN
3G
TATA DOCOMO
MNP
TOTAL

APRIL
81
39
2180
65
2365

90
80
70
60
50
ACTIVATIONS 40
VIRGIN30
20
10
0
APRIL

MAY
39
36
1479
52
1606

3G

JUNE
52
43
1437
76
1608

MNP

MAY

JUNE

MONTH

Table 10

23

The Graph of change in activations has been shown in Figure 3 and Figure 4

(Figure 3)
2500
2000
1500
ACTIVATIONS
1000
TATA DOCOMO
500
0
APRIL

TOTAL ACTIVAIONS

MAY

JUNE

MONTH

(Figure 4)

As we can see there is decline in activations, the reasons for that are following:1. Slum in the market in May and June months.
2. Reshuffling of areas in Jaladhar zone,
3. Decrease in outlets under A Star enterprises.
More info24

Activations report can be downloaded for the same month or last month.
Activations can be monitored through SSTATALLY software.
Even hourly report can be downloaded and status of numbers can be checked easily.
Activation Reports are of three types

Subscriber activation report- Which shows the activation report of normal gsm Tata Docomo

numbers.
CDMA Activation Report- It shows the the activation report of Tata Indicom or Photon Numbers.
MNP Activation report- It show the number being ported from some other network to Tata docomo
and the status of those numbers.

(C) EVD (Electronic Voucher Distribution)


Electronic Voucher Distribution or EVD is the means of distributing value and prepaid vouchers
electronically using a central server and a portable Point-of-Sale (POS) transaction terminal at the retail
outlet.
A Point-of-Sale (POS) is typically the location where a transaction occurs. A POS terminal is a handheld or
portable device that is used to complete the sales transaction. The POS terminal may be connected to a
central server where the transaction and the customer account are updated. On the successful completion of a
transaction, a POS may generate a receipt/voucher having the transaction details.
Advantages of Electronic vouchers over Scratch cards:Unlike scratch cards, Electronic vouchers are terminal printed vouchers with PIN number, serial number,
amount, expiry date etc. Advantages of Electronic Vouchers

Simple to use

Low capital investment

More availability of stock

Minimize fraud and theft

Easy to track the voucher for status updates


25

Centralized control

What are the projected business benefits to operators, distributors, retailers and end-users?

Reduce scratch card printing, distribution and storing

Increased revenues from distributors and retailer.

Guaranteed stock

Centralized distribution and Accounting control

Minimize fraud and theft

Low capital investment

Minimize the transaction cost

More potential to sell directly to End Users

Can introduce more denominations

E
P
V
r
D
i
m
a
r
y
(Figure 5- Types of EVD)
There are three parameters of EVD viz.

Primary
Secondary
Tertiary

The data related to EVD is checked in https://evdapps.tatatel.co.in:4443/GsmEvdWeb/newEVD.evd


is called EVD software.
26

This is the screen shot of this website.

(Figure 6- EVD Software)


Primary EVDIt is the amount which is transferred by company to distributor. After checking the NEFT transferred in
consideration of order of EVD.
Here is the example of data for amount of Primary EVD for the month of June which is Rs 3005082.
TRANS ID
166594681
171073005
170983074
170972143
170850347
170816848
170633071
170578221
170485435
170285586
170126623
169881232
169709563
169623456

SAP_CODE
1041010256
1041010256
1041010256
1041010256
1041010256
1041010256
1041010256
1041010256
1041010256
1041010256
1041010256
1041010256
1041010256
1041010256

DISTRIBUTOR
9041701233
9041701233
9041701233
9041701233
9041701233
9041701233
9041701233
9041701233
9041701233
9041701233
9041701233
9041701233
9041701233
9041701233

AMOUNT
65023.59
7369.68
54535.91
104866.27
31463.02
73413.75
94389.1
41950.71
78657.58
89145.26
94389.1
94389.1
36706.88
41950.71

TRANS DATE
01/06/2013 08:01:22PM
30/06/2013 01:42:26PM
29/06/2013 05:00:32PM
29/06/2013 04:00:11PM
28/06/2013 09:00:23PM
28/06/2013 06:00:21PM
27/06/2013 04:21:07PM
27/06/2013 12:01:04PM
26/06/2013 06:00:55PM
25/06/2013 04:20:44PM
24/06/2013 06:20:37PM
22/06/2013 05:21:04PM
21/06/2013 07:00:58PM
21/06/2013 12:20:15PM

BILL DOC NO
6125166173
6125170813
6125170557
6125170547
6125170431
6125170407
6125170234
6125170145
6125170115
6125169967
6125169832
6125169432
6125169281
6125169181

(Table 11- Primary EVD Report)


SECONDARY EVDIt is the amount which is transferred from distributors demo to DSEs demo and DSEs demo to Retailer
Demo. Secondary for the month of June was Rs 2945543.
27

Here is the example of Data Details we get in EVD website in which donor is distributor or Dses.
TRANSI
D
16652245
6
16652438
8
16652610
3
16652659
8
16653371
0
16653433
3
16653448
7
16653584
2
16653602
4
16653729
0
16653773
7
16653786
8
16653994
2
16654170
5
16654188
0
16654647
6

RECIPIEN
T

TRANSACTION_DAT
E

DONOR
869917956
8699998825 8
01/06/2013 01:15:57 PM
869917956
9041704699 8
01/06/2013 01:22:32 PM
904170123
7696029853 3
01/06/2013 01:29:06 PM
769602480
9041722342 9
01/06/2013 01:31:03 PM
769602985
8699259417 3
01/06/2013 02:01:09 PM
869924367
7696761621 6
01/06/2013 02:04:22 PM
769602985
9041704357 3
01/06/2013 02:05:23 PM
769602985
9041718567 3
01/06/2013 02:12:32 PM
869917956
9041705023 8
01/06/2013 02:13:30 PM
869917956
9041717579 8
01/06/2013 02:20:34 PM
869924367
9041718017 6
01/06/2013 02:23:22 PM
769602985
9041784524 3
01/06/2013 02:23:46 PM
869924367
9041717974 6
01/06/2013 02:35:59 PM
769610011
9041562637 3
01/06/2013 02:47:56 PM
769602985
9041717716 3
01/06/2013 02:48:54 PM
904170123
8699073388 3
01/06/2013 03:21:58 PM
(Table 12- Secondary EVD Report)

AMOUN
T
3081
1540
15000
1027
1027
1027
1542
1027
513
1027
3081
1540
2055
7319
1027
1027

TERTIARY EVDIt is the amount which is transferred by Retailers to Customers. There is the target of tertiary to be achieved
by each distributor. The details of each retailers transaction are updated from company end regularly.
Here is the example of trend of retailers Tertiary EVD under A star Enterprises.
CDMA + GSM TERTIARY TREND
DSE No.
Retailer Name

Ret_MDN

Apr

May

June

July
28

7696024809
7696024809
7696024809
7696024809
7696024809
7696024809
7696024809
7696024809
7696024809
7696024809
7696024809
7696024809
7696024809
7696024809
7696024809
7696024809
7696024809
7696024809
7696024809
7696024809
7696024809
7696024809
7696024809
7696024809
7696024809
7696024809
7696024809
7696024809

A R REPARING
CENTER
Akam Electron.
AMIT TELECOM
AMIT TELECOM
ASHWANI TELECOM
Chabra BARTAN
CHAHAT TRAVELS
Deepa Communication
Dhand Gift House
DHAND TELECOM
ESS KAY MOBILES
GUPTA COMPUTER
GURU KRIPA
TELECOM
H R TELECOM
HARKARAN
TELECOM
IK SERVICE
INDER MOBILE
ISHU TELECOM
J R KING MOBILE
Jagdambay Medicine
JAHNVI TELECOM
JIYA MOBILE JUN.
Kundra Optical
LIZA TELECOM
LUCKY TELECOM
MAA JAGDAMBAY
elec
MAHI MOBILE
CENTRE
Mehak Collection

7696203273
9041701418
9041784629
9041704354
8699073388
9041701422
9041784622
9041704350
9041701403
9041704379
7696831268
9041880845

0
3909
0
19312
15672
0
4144
13145
6861
166
4636
0

0
4296
0
18652
11702
0
3197
11109
4264
0
2896
190

3276
2206
0
16034
15849
0
3650
9110
5022
0
1331
787

3319
1700
0
8559
7996
0
1392
7022
2627
0
29
20

9041785982
9041702667

8296
14632

8687
19347

9703
16332

4003
8914

9041702597
9041562889
7696782241
8699663860
9041703688
9041701487
9041718582
8699998812
9041701442
8699071129
9041702684

10
0
20
0
7251
7634
7671
5259
5639
0
17712

0
0
0
0
5633
8130
7332
6796
11772
10
19069

0
0
3227
0
5825
8332
7057
4569
5468
0
16016

0
0
4432
0
3896
5403
4926
1707
4084
0
8811

9041895736

17509

12786

12082

8030

9041783396
9041701424

10768
5636

5445
5955

9499
2548

2507
1837

(Table 13- Tertiary EVD)

This shows the Primary and Secondary EVD used in the month of April, May, JuneEVD
SECONDARY
PRIMARY

APRIL
MAY
2796895
3819877
2989753
3990763
(Table 14)

JUNE
2945543
3005082

29

4500000
4000000
3500000
3000000
2500000
EVD

2000000

PRIMARY

SECONDARY

1500000
1000000
500000
0
APRIL

MAY

JUNE

MONTH

(Figure 7- Primary and Secondry EVD for April, May and June)
We can also check 6 Months trend of activations done by retailers and EVD Tertiary in THR report Sent by
Regional manager to distributor.
Here is the format of THR report:- (Figure 8)

ORDERING PROCESS OF EVD, SIM CARD AND PAPER CARD

First of all we will login https://sstatally.tatatel.co.in/DOeSSTA/Login.jsp ESTATALLY website


using our distributor ID and Password.
30

Select Purchase order tab and then Raise Purchase Order


Select the Item code which we wish to order.
Select Quantity..
Mention Bank name and Transaction number of Transfer which we made in Payment process.
Press Submit.
Notes- Order will be processed after 3 hours of NEFT.

Here are the screen shots of ordering process-

(Figure-9)

(Figure- 10)

Balance/EVD maintenance:

Once purchase order is made, Company Transfers balance to Distributor end.


Distributor then transfers the required amount to DSCs.
31

DSCs then visit Mobile counters (Retailers) and transfer them required amount of EVD.
Retailers then recharge customers mobile numbers.
Balance of EVD at distributor end to be maintained at the end of the day in June month was

Rs 286000 and Rs 304000 for the month of June. This norm is based on 3 days tertiary.
In the opposite way payment Transfers from
Customers > Retailers > DSCs > Distributors > Bank > Company

Banking process:

Deposit cash in State Bank of Patala.


Open www.onlinesbp.com/saral
Select Payments/ Transfers tab.
Then select Interbank Transfer.
Select NEFT and press Proceed.
Enter amount, Mark on I accept the Terms and Conditions and Submit.
Fill transaction password.
Then SBP will send on our registered mobile High Security Password to confirm transaction.
In this way we have transferred the Amount in Tata Tele Services Ltd, Deutsche Bank,

Mumbai.
Notes- Payment is to be made before 4 pm.
-Order will be processed after 3 hours of NEFT.

(Figure-9)

32

(Figure-10)

(Figure-11)

(Figure-12)

(Figure-13)

33

(Figure-14)
PAYOUTS AND COMMISSION
There are three parties involved in getting payout and commission when talking about distributor end. Viz.

Distributors
DSE
Retailers

1. Distributor Margin of EVD 4.68% is being transferred side by side as distributor makes transaction. And out of
this 2.68% is given to retailers. So, pDistributors margin remains 2%.
On activating new connections there is different incentive based on the type of connection. Viz
Virgin, Tata Docomo, 3g, Indicom ect. Certain targets are given each month and on achieving these
targets the slab rate of profits increases.
2. DSE- Direct Selling ExecutivesThey are appointed and trained by distributor himself. And the salary is also decided by distributor
according to their experience and qualifications. DSEs Salary varies from 6000-10000. And they are
given incentives on DUAO and Gross Targets assigned to them.
3. RetailersThey get commission according o the sales they do. Retailers have commission in following things Margin @2.7% on EVD is given to retailer when he purchases EVD from DSE. Eg. IF a
retailer purchases EVD of Rs 1000, He is being transferred Rs 1027 by DSE.
OTF- On the front profit is transferred to retailer when he makes first recharge on new
connections according to the different type of FRCs.
Margin in Paper card sold to customers is 2.68%.
Beside EVD margin and OTF on FRC, Retailer also gets payout according to their
performances. Payout is decided the basis of slabs of new activations.

34

CHATPER 3
RESEARCH METHODOLOGY

35

RESEARCH
The process used to collect information and data for the purpose of making business decisions.
The methodology may include publication research, interviews, surveys and other research techniques, and
could include both present and historical information.
Research in common parlance refers to a search for knowledge. One can also define research as
a scientific and systematic search for pertinent information on a specific topic.
RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. It may be understood as a
science of studying how research is done scientifically. In it we study the various steps that are generally
adopted by a researcher in studying his research problem along with the logic behind them.
(a) RESEARCH PROBLEM
1. Demand for Tata Docomo in comparison to Demand for other Tele services providers.
2. Customers expectation from retailers point of view.
3. The market acceptance of Tata Communication by the retailers
4. What could be the future demand of Tata Docomo?
5. Rating of products of Tata Docomo.
(b) OBJECTIVES OF THE PROJECT
The purpose of research is to discover answers to questions through the application of scientific
procedures. The main aim of research is to find out the truth which is hidden and which has not been
discovered as yet.
The objectives of this study/project as follows:

To study the working of Tata Docomo Distributor.


To study the Market of 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 behaviour of the buyer.
To study the retailer satisfaction level regarding the services provided by Tata Docomo.
To study consumer satisfaction from the view of retailers.

(c) RESEARCH DESIGN


36

The research is done in Basic, Analytical and Conclusive ways.


The data is being collected on primarily basis. Histograms, bar charts, Pie charts, Line charts are being used
to analyse and interpret the data. Field research is done and data being collected by DSEs of A Star
Enterprises by Questionnaire method.
(e) POPULATION
The population of this study is 595 Outlets of Tata Docomo, Out of which these 335 counters are
Transacting. All these outlets come under the distribution channel of A Star Enterprises. The study has been
conducted to do the market analysis of these outlets by selecting random sample outlets from them.
(f) SAMPLE AREA
The sample has been selected from Jalandhar from following areas

Sodal Road,
Dav College Road,
Maqsudan Road,
CRPF Camp,
Gadaipur market,
Focal Point,
Bye pass road,
Gobind Nagar,
New Hargobind Nagar,
Transport Nagar,
Gandhi Nagar and
Nearby areas.

(g) SAMPLE SIZE


Sample size of 50 Retailers has been taken out of 595 Outlets.
(h) METHOD OF DATA COLLECTION- 5 DSEs were given 10 questionnaires each. Out of the outlets
under their channel, they selected 10 outlets each and got the data filled in questionnaires.

(i) STATISTICAL TOOLS USED FOR INTERPRETATION AND ANALYSIS


Histogram analysis with charts.

37

(j) DELIMITATION OF STUDY


The main limitation of this study is that the retailers have told their perception about the consumers view
which can be biased or on personal experience according to the location of their outlet.
Biasness on the part of DSE is possible.
Sample size is 10% of population which may make a difference in result.
Study was limited to Tata Docomo retailers only.

38

CHAPTER 4
ANALYSIS AND INTERPRETATION

39

DATA PRESENTATION, ANALYSIS AND INTERPRETATION:


The base for the below analysis is questionnaire filled by the retailers of Jalandhar. And the main basis for
which this whole project has been undertaken is as follows:
Question1. Which telecom companies are you dealing with?
This table shows the number of retailers out of 50 dealing with particular brands
Operator
Airtel
Idea
Reliance
BSNL
Vodafone
Tata Docomo
Videocon

No. of Outlets
48
44
40
44
48
50
45

Percentage
96%
88%
80%
88%
96%
100%
90%

(Table 15)

60
50

48

48
44

44

50
45

40

40
30
20
10
0
Airtel

Idea

Reliance

BSNL

Vodafone Tata Docomo Videocon

(Fig. 15)
It shows that out of 50 retailers of Tata Docomo,
96% are serving Airtel and Vodafone because of their demand in market,
90% are dealing with Videocon,
40

88% with BSNL and Idea,


80% with Reliance which shows that demand for Reliance is very less in the market.
Question 2- Among them which brand are demanded by customers the most?
These are the opinion given by Retailers in multiple choice.
Operator
Airtel
Idea
Reliance
BSNL
Vodafone
Tata Docomo
Videocon

Retailers
25
6
4
1
15
20
8
(Table 16)

Percentage
50%
12%
8%
2%
30%
40%
16%

30
25

25
20

20
15

15
10

8
6
4

1
0
Airtel

Idea

Reliance

BSNL

Vodafone Tata Docomo Videocon

(Fig. 16)
According to the research a result following is the sequence of demand for the company in market1.
2.
3.
4.
5.
6.
7.

Airtel
Tata Docomo
Vodafone
Videocon
Idea
Reliance
BSNL
41

This again shows that Airtel is on the top according to Retailers opinion.
Question 3. How would you rate the experience with following brand?
This has been rated by retailers
Services

Excellent

Good

Average

Tata
Docomo
Vodafone
Airtel
BSNL
Videocon

18%

32

64%

18%

Below
Average
0
0%

17
32
4
7

34%
64%
8%
14%

25
11
18
14

50%
22%
36%
28%

6
7
22
15

12%
14%
44%
30%

2
0
6
14

4%
0%
12%
28%

(Table 17)
Tata Docomo

Tata Docomo

Average; 18%
Excellent; 18%

Good; 64%

(Fig. 17)
Most of the result for Tata Docomo is Good ie.64%
18% of retailers have rated Tata Docomo as Excellent,
18% as Average, and
0% choose Below average.

42

Vodafone

(Fig. 18)

Vodafone

Below Average; 4%
Average; 12%

Excellent; 34%

Good; 50%

34% result for Vodafone is Excellent, 50% for is good, 12% is Average, and 4% result is Below Average.
Airtel

(Fig. 19)

43

Airtel

Below Average; 2%
Average; 14%

Good; 21%
Excellent; 63%

Being the most preferred brand, Airtel has got 63% excellent remarks, It has got 21% Good remarks, It has
got 14% Average remarks, and has got 2% Below average.
BSNL
(Fig. 20)

BSNL

Below Average; 3% Excellent; 9%

Average; 49%

Good; 40%

BSNL due to its less competitive schemes and offers is showing 49% Average results,
40% Good result,9% Excellent and 2% Below Average.
44

Videocon

(Fig. 21)

Videocon

Excellent; 14%
Below Average; 28%

Good; 28%

Average; 30%

Retailers have neutral opinion about Videocon.


14% rated it as Excellent, 28% rated it as Good, 30% as Average, and 28% as Below Average.

45

Question 4- What are the features customers look from service provider?
Following is the list of opinion about services demanded by customers.
Features
E-Recharge
Prices and Discount
Brand Name
Network coverage
Service & Support
Other offers

Retailers
3
12
23
24
15
6

Percentage
6%
24%
46%
48%
30%
12%

(Table 18)
30
25

24

23

20
15

15

12

10
5

6
3

of
er
s
O
th
er

Su
pp
or
t
&

et
wo
rk
N

Se
rv
ic
e

co
ve
ra
ge

am
e
N
Br
an
d

D
is
co
un
t
an
d

Pr
ic
es

ERe
ch
ar
ge

(Fig. 22)
Network Coverage and Brand name are the most looked upon feature by customers according to survey.
48% of Outlets marked Network coverage,
46% of Outlets marked Brand name,
30% on Service and Support,
24% on Prices and discount,
12% on Other offers, and
6% on E-Recharge.

46

Question 5. Which of these marketing/ Sales scheme attracts customers while purchasing any
connection?

Marketing Strategy attracting the customers are as followsMarketing/ Sales Schemes


Recharge Offers
Value Added Services
Discount Schemes
Other Services

30

Outlets
27
10
19
10
(Table 19)

Percentage
54%
20%
38%
20%

27

25
19

20
15
10

10

10

Se
rv
ic
es
O
th
er

es
ch
em
D
is
co
un
tS

Va
lu
e

Ad
de
d

Re
ch
ar
ge

O
fe
rs

Se
rv
ic
es

(Fig. 23)
We can see that Recharge offer plays most important role as a marketing strategy for customers as 54%
retailers has marked it.
38% marked Discount Schemes,
20% marked Value added services and
20% marked Other services.

47

Question 6. Which Product/ Services of Tata Docomo are you selling?


Out of 50 Retailers, following are the number of retailers who offer the mentioned product or services.
Products/ Services
Tata Photon
Virgin Sims
3G Sims
EVD
Docomo Sims
Indicom Sims
Paper card

Outlets
26
18
19
41
41
15
39
(Table 20)

45

Percentage
52%
36%
38%
82%
82%
30%
78%

41

41

39

40
35
30

26

25
19

18

20

15

15
10
5

ca
rd
Pa
pe
r

s
Si
m
In
di
co
m

D
oc
om

Si
m
s

EV
D

Si
m
s
3G

s
Si
m
Vi
rg
in

Ta
ta

Ph
ot
on

(Fig. 24)
EVD and Paper card are must as those customers who have Docomo product needs to get recharge of it. SO
EVD and Paper card is present in 82% and 78% shops respectively.
And Tata Docomo sims being the main product is present in 52%

48

Question 7. How long you have been dealing with Tata Docomo?
As Tata Docomo has came into existence 4 years before, Retailers have been dealing with Tata Docomo
from 0-4 years.
Time Period
0-2 years
2-5 years

Outlets
19
35
(Table 21)

0-2 years; 35%

2-5 years; 65%

(Fig. 25)
65% Retailers are dealing with Tata Docomo and
its products from 2-5 years.
And 35% are dealing from 0-2 years.

49

Question 8. How would you rate TATA DOCOMO performance as your expectation?
Following is the rating for TATA DOCOMO performance.
Components
Good Network Coverage
Good Internet Speed
Easy Recharge
Service as per expectation

Outlets
9
16
22
3
(Table- 22)

25

22

20

16

15
9

10
5

pe
re
xp
ec
ta
tio
n

Re
ch
ar
ge
Se
rv
ic
e

as

Ea
sy

pe
ed
In
te
rn
et
S
G
oo
d

G
oo
d

et
wo
rk

Co
ve
ra
ge

(Fig. 26)
44% Retailers has marked Easy Recharge as best performance of Tata Docomo
32% has marked Good Internet Speed,
18% has marked Good Network coverage, and
6% has marked Service as per expectation.

50

Question 9. How often do DSE visit your outlet?


Direct selling Executive is supposed to visit the counter thrice a week in normal cases or as needed. Here is
the table showing DSEs visit timing.
Time interval
Everyday
Twice in a Week
Once in a Month
After 1 day
Once in a week
Never

Outlets
23
7
2
13
5
0
(Table-23)

Percentage
46%
14%
4%
26%
10%
0%

Chart Title
25
23
20
15
13
10
7
5

5
2

0
Everyday

Twice in a WeekOnce in a Month

After 1 day

Once in a week

0
Never

(Fig. 27)
DSE visits 46% Retailers daily as they are activating counters and proofs are to be collected on daily basis.
26% retailers get the visit after a day.
14% retailers get the dse visit Twice a week,
10% retailers get the dse visit once in a week and
4% retailers get the dse visit once in a month.

51

Question 10. Rate the following contributes of TATA DOCOMO.


Following are the service aspect of Tata Docomo and their rating by Retailers.
Services
Network converge
Offers/Scheme
DSE Support
Value Added Services
Advertisement
Incentive & Commission
Activation process

Excellent
Good
7
14%
22
9
18%
32
25
50%
20
15
30%
23
9
18%
28
6
12%
22
5
10%
29
(Table- 24)

44%
64%
40%
46%
56%
44%
58%

Average
18
36%
8
16%
4
8%
9
18%
11
22%
17
34%
7
14%

Below average
3
6%
1
2%
1
2%
3
6%
2
4%
5
10%
9
18%

Network Coverage

Network Coverage

Below Average; 6% Excellent; 14%

Average; 36%
Good; 44%

(Fig. 28)
It shows that the network is good in most of the regions on Jalandhar where the research is conducted.
44% retailers have rated it Good,
36% have rated it Average,
14% have rated it Excellent and
6% have rated it Below Average.

52

Offer/ Scheme

(Fig. 29)

Offer/ Schemes

Below Average; 2%
Average; 16% Excellent; 18%

Good; 64%

As Tata Docomo is famous for its offers and schemes, 18% people has given Excellent,
64% people has given Good Rating,
16% has given Average,
And 2% has given Below average.
DSE Support

(Fig. 30)

DSE Support

Average; 8% Below Average; 2%

Excellent; 50%
Good; 40%

50% retailers are satisfied with the DSE support giving them Excellent rating,
53

40% have given Good rating,


8% have given Average, and
2% have given below average.
Value Added Services

(Fig. 31)

Value Added Services

Below Average; 6%
Average; 18%

Excellent; 30%

Good; 46%

30% retailers has rated Value added services as Excellent,


46% has rated it Good,
18% has rated it Average, and
6% has rated it Below Average.
Advertisement

(Fig. 32)

54

Sales

Below Average; 4%
Average; 22%

Excellent; 18%

Good; 56%

18% have rated the advertisement of Tata Docomo Excellent,


56% has rated it Good,
22% has rated it Average,
4% has rated it Below average.

Incentive and Commission

(Fig. 33)

Incentve and Commission

Below Average; 10% Excellent; 12%

Average; 34%
Good; 44%

12% of retailers think that Incentive and Commission given by Docomo are Excellent,
44% think that it is good,
34% think it is Average,
10% think it is below average.
55

Activation Process

(Fig. 34)

Activation Process

Below Average; 10% Excellent; 12%

Average; 34%
Good; 44%

12% of retailers think that Activation process of Tata Docomo is Excellent,


44% think that it is Good,
34% think it is Average, and
10% think it is below average.
Question 11. What are the services Docomo needs to improve?
According to retailers, the services which Docomo need to improve are listed belowServices
Network coverage
Customer service
SMS plans
Advertisement ways
Call rates
Internet plans
Activation period
Incentives and commission

Retailers
20
2
5
1
1
2
8
11
(Table 25)

Percentage
40%
4%
10%
2%
2%
4%
16%
22%

56

25

20

20

15
11
10
5

5
2
0
Network coverage

1
SMS plans

Call rates

Activation period

(Fig. 35)
40 % of retailers say that Network coverage of Docomo needs to be improved,
22% of retailers thinks Incentives and commission needs to be improved,
16% marked Activation period,
10% marked SMS plans,
4% marked for Customer service and Internet plans, and
2% marked for Advertisement ways and Call rates.

CHAPTER 5
FINDINGS OF STUDY

57

FINDINGS:

Tata Docomo is one of the top teleservices company in India giving the tough
competition to Airtel, Vodafone, Videocon and other leading brands.
Tata Docomo is the second most preferred brand in telecom sector after Airtel.
The experiences of retailers of Tata Docomo are mostly good.
Retailers of Tata Docomo are of view that customers seek for good Price and
Discount from service providers.
The customers get attracted by Marketing and Sales schemes.
Tata Docomo is offering many products viz- Tata Photon, Virgin sims, 3G Sims, EVD,
Docomo sims, Indicom sims, and Paper card. Out of these Tata Docomo sims is being
sold the most.
Since Tata Docomo has been launched 4 years back, maximum Outlets are dealing
with it for 2-4 years.
Easy recharge is the best performance attribute of Tata Docomo followed by Good
Internet speed.
DSE is supposed to visit the outlet thrice in a week. But if needed he visits the outlet
daily. Most of the outlets have marked DSEs visit them on daily basis.
SWOT Analysis of Tata Docomo done on the basis of studySWOT Analysis
Strength

Flexible plans and Recharge offers.


Good advertising
Good internet speed
Good distribution services
Good brand image of Tata Docomo
Affordable plans by common person.
Youth appeal
58

First to launch per second tarrif plan


Ability to attract customers with various plans
Prices less than Almost all the brands
One of the best networks providing 3G services
Fast activating process.

Weakness

Service centre issues.


Similar and monotonous plans schemes
Network issues
Lack of postpaid services.
Customer services are not satisfactory.
Comparatively less Incentives and commission offered to
retailers
Untapped market of Ludhiana, Amritsar and other rural
areas.

Opportunity

Fast expanding cellular market.


Latest and low cost technology.
Untapped other areas of Punjab- Amritsar and Ludhiana.
Value added services.
Introduce new plans for internet users.
Introduce 3G in more regions.
59

Activation process upgradation.


Threats

Brand name of Airtel is inducing customers to choose it.


Price competition with Videocon, Reliance and BSNL
Mobile Number Portability to other brands due to weak
signal strength.
Competition

Competitors

Airtel
Vodafone
Idea
Videocon
Reliance
BSNL
(Table 26- SWOT analysis)

60

CHAPTER 6
SUGGESSION/ RECOMMENDATION

61

Suggestions/ Recommendations to company:


Though Tata Docomo is one of the most preferred brand, it needs to improve many things to get top
position in market.
Following are the aspects of business which when improved can bring Tata Docomo at top of the list.

To get the preference of consumers, the network coverage is another asset for the companys image,
which needs to be preserved in future. Following are the recommendation for Network improvement.
o Improve Network in Rural Areas of Punjab.
o Plant towers in Ludhiana and Amritsar which can fetch them very high profit as these are two
of the most populated and developed cities in Punjab.
o The Network should be as good comparing to the competitors like Airtel and Vodafone.
o 3G network should be established in all the regions.
About Services and products offered by Tata Docomo, these are the features they need to improveo Schemes and offers should be ass innovative as Videocon and Reliance.
o Though Docomo provides one of the best Internet services, it needs to improve the 3g
network in many areas to give best internet speed.
o Photons and 3G sims should be more advertised so that more demand of it is created.
o Photons and 3G sims should be made available in all the outlets.
o Value added services should be good enough to give competition to other players in market.
o Activation process which is about 1 day should be reduced so that customers get the activated
sims very quickly.
o Service and support at customer care end should be improved.
o They should also give easy E Recharge facilities to customers.
o All the products of Tata Docomo should be present in all the outlets so that they are easily
available to customers.
o The offers which are most liked by customers should be maintained.

62

CHAPTER 7
CONCLUSION/ SUMMARY

63

Conclusion/ Summary
Tata DOCOMO is Tata Teleservices Limited's telecom service on the GSM platformarising out of the Tata
Group's strategic alliance with Japanese telecom major NTT DOCOMO in November 2008. Tata
Teleservices has received a license to operate GSM telecom services in 19 of India's 22 telecom Circles
and has also been allotted spectrum in 18 telecom Circles. Of these, it has already rolled out services in all
the 18 Circles that it received spectrum in from the Government of IndiaTamil Nadu, Kerala, Orissa,
Karnataka, Andhra Pradesh, Maharashtra, Mumbai, Madhya Pradesh-Chhattisgarh, Haryana-Punjab,
Kolkata, Rest of West Bengal, Jharkhand, Bihar, UP (East), UP (West), Gujarat, Himachal Pradesh and
Rajasthan.

Tata DOCOMO has also become the first Indian private operator to launch 3G services in India, with its
recent launch in all the nine telecom Circles where it bagged the 3G license. In association with its partner
NTT DOCOMO, the Company finds itself suitably positioned to leverage this first-mover advantage. With
3G, Tata DOCOMO stands to redefine the very face of telecoms in India. Tokyo-based NTT DOCOMO is
one of the world's leading mobile operatorsin Japan, the company is the clear market leader, used by
nearly 55 per cent of the country's mobile phone users.

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 technology, as also products and services like i-Mode, e-wallet and a
plethora of lifestyle-enhancing applications. Last year itself, while most of the rest of the industry was only
beginning to talk of 4G technology and its possible applications, DOCOMO had already concluded
conducting 4G trials in physical geographies, not just inside laboratories!

Tata DOCOMO has also set up a 'Business and Technology Coordination Council', comprising of senior
personnel from both companies. The council is responsible for the identification of key areas where the two
companies will work together. DOCOMO, the world's leading mobile operator, will work closely with the

64

Tata Teleservices Limited management and provide know-how to help the company develop its GSM
business.

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


o Tata Docomo is providing a broad range of products ranging from sims to photon. 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.
o Tariff charges introduced by the Tata Docomo are found to be cheaper than other services.
o Tata Docomo has emerged as a giant killer due to their tariff plans and heading towards the position of
dominator.
o 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 prepaid competitors.
o Awareness of the Tata Docomo is spreading widely among people due to their promotional activities.
o Distribution and Sales channel of Tata Docomo is very effective.
o Majority of the retailers are satisfied with the services of the Tata Docomo and they recommend it to
others.

65

BIBLIOGRAPHY:
Tata Docomo Website
Research Methodology Info

www.tatadocomo.com
www.newagepublishers.com/samplechapter/000896.pdf

Wikipedia
Tata Teleservices website

en.wikipedia.org/wiki/Main_Page
http://www.tatateleservices.com/t-aboutus-ttsl-organization.aspx

Tata Docomo sstatatally software


EVD Software-

https://sstatally.tatatel.co.in/DOeSSTA/Login.jsp
https://evdapps.tatatel.co.in:4443/GsmEvdWeb/newEVD.evd

TATA Prepay Book June 2013


Documents provided by A Star Enterprises

66

ANNEXTURE

67

Marketing Analysis of Tata Docomo


Dear respondent,
I Avneet Kaur studying in Rayat and Bahra Group if Institutes want to Study on Market Analysis
of TATA DOCOMO. The information given by you will only use for research and study purpose and I give
assurance to keep the information as secret.
PERSONAL INFORMATION
OutletRetailer NameAreaContact NumberMARKET ANALYSIS OF TATA DOCOMO
1. Which telecom companies are you dealing with?
Airtel
[]
Idea
[]
Reliance
[]
BSNL
[]

Vodafone
Tata DoCoMo [ ]
Videocon

2. Among them, which brand is demanded by customer the most?


Airtel
[]
Vodafone
Idea
[]
Tata DoCoMo
Reliance
[]
Videocon
BSNL
[]

[]
[]

[]
[]
[]

3. How would you rate the experience with following brand?


Services

Excellent

Good

Average

Below
Average

Tata Docomo
Vodafone
Airtel
BSNL
Videocon

4. What are the features customers look from service provider?


E-Recharge
[]
Prices and Discount
Brand Name
[]
Network coverage
Service & Support
[]
Other offers

[]
[]
[]

5. Which of these marketing/ Sales scheme attracts customers while purchasing any connection?
Recharge Offer
[]
Discount scheme
[]
Value added services [ ]
Other servies
[]

6. Which Product of Tata Docomo are you selling?


68

Tata Photon
Virgin Sims
3G Sims
EVD

[]
[]
[]
[]

Docomo Sims
Indicom Sims
Paper card

[]
[]
[]

7. How long you have been dealing with Tata Docomo?


0-2 Years
[]
2-5 Years
5-10 Years
[]
More than 10 years

[]
[]

8. How would you rate TATA DOCOMO performance as your expectation?


Good network coverage
[]
Easy recharge
Good internet speed
[]
Service as per expectation

[]
[]

9. How often do DSE visit your outlet?


Every day
[]
Twice in a Week
[]
Once in a month
[]

[]
[]
[]

After 1 day
Once in a week
Never

10. Rate following contributes of TATA DOCOMO.


Services

Excellen
t

Good

Average

Below
average

Network converge
Ofers/Scheme
DSE Support
Value Added Services
Advertisement
Incentive & Commission
Activation process

11. What are the services Docomo needs to improve?


Network coverage
[]
Customer service
[]
SMS plans
[]
Advertisement ways
[]

Call rates
Internet plans
Activation period
Incentive and commission

[]
[]
[]
[]

12. Do you recommend TATA DOCOMO to others?


Yes
[]

No

[]

13. Would you like to give us any suggestion to improve our services?
_________________________________________________________________________________
________________________________________________________________________________
Thank You!

69

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