A PROJECT REPORT

ON
“SALES PROMOTION OF TATA
DOCOMO Bhubaneswar”

SUBMITTED TO
INSTITUTE OF MANAGEMENT
BHUBANESWAR (IMB)
IN PARTIAL FULLFILLMENT OF THE
POST GRADUATE DIPLOMA IN MANAGEMENT
(PGDM) 2009-11

BY
NAME: SOUMYARANJAN DAS
P0901061
PGP - 1

UNDER THE GUIDANCE OF

Name of Internal Guide Name of

External Guide
Prof. IPSITA NAYAK Mr. KUMAR
DHARMESH
Sales head(Post
pay)Tata Tele services
2
 Mr.
RAJESH NAYAK
Area Territory
Manager (Post Pay)

INSTITUTE OF MANAGEMENT
BHUBANESWAR
GYAN VIHAR, RASULGARH, BHUBANESWAR–
751010, ORISSA
Website-imb.ac.in

DECLARATION

2
I do hereby declare that this project report
entitled “SALES PROMOTION OF TATA
DOCOMO IN BHUBANESWAR” with special
reference to overall marketing concept of
TELECOM products of DOCOMO (TATA), is the
result of my own efforts in the plant training
which I have undergone as a part of the
curriculum in “POST GRADUATE DIPLOMA IN
MANEGEMENT (PGDM)”, in INSTITUTE OF
MANAGEMENT BHUBANESWAR (IMB),
Bhubaneswar. I had undergone my summer
training under the guidance of Mr. KUMAR
DHARMESH, SALES HEAD (POSTPAY), BBSR.
And the report embodies the finding based
on my study and has not been submitted
earlier for the award of any degree or
diploma to any Institute or University.

Soumyaranja Das
Roll no. - P0901061

2
 ACKNOWLEDGEMENT

First of all I would like to pay my gratitude to

my institution, INSTITUTE OF MANAGEMENT
BHUBANESWAR (IMB), who gave the permission
for Summer Internship Training and to do the
project work for which I am really Grateful to
DOCOMO (TATA ) for allowing me to do such a
project in its Marketing Department.

And I am also thankful to Mr. KUMAR

DHARMESH, SALES HEAD (POSTPAY), DOCOMO,
who guided me throughout the project in order
to complete the project successfully. I had an
interesting experience of working with him as
he tried his best in extending every possible &
suitable information relating to the organization
to complete the project. His support, guidance
and valuable tips helped a lot in making this
project much simpler and easier.

I express my sincere obligation and thanks to all

the Faculties of IMB for their valuable advice in
guiding me at every stage in bringing out this
report.

I am also thankful to my family for their kind co-

operation which made my take easy.
1
.

SOUMYARANJAN DAS
Roll no. - P0901061

1
CERTIFICATE

This is to certify SOUMYARANJAN DAS, a student of

INSTI TUTE OF MANAGEMENT BHUBANESWAR (IMB),

BHUBANESWAR bearing ROLL NO.- P0901061 has

successfully completed the Summer internship

training and project work entitled “SALES PROMOTION

OF DOCOMO IN BHUBANESWAR” for the partial

fulfillment for the award of POST GRADUATE DIPLOMA

IN MANAGEMENT (PGDM) programme. This project

work has been a work of innovation under my

guidance

3
. Mr. KUMAR DHARMESH

SALES HEAD (POSTPAY)

BBSR

INTERNAL GUIDE CERTIFICATE

This to certify that the Live Project entitled “SALES PROMOTION

OF DOCOMO IN BHUBANESWAR” OF TATA has been
carried out by Mr. SOUMYARANJAN DAS under my
supervision and guidance.

The Training embodies the results of his own contribution.

This has not been submitted elsewhere for the award or any
degree.

Prof. IPSITA NAYAK

Faculty in
communication
IMB, BBSR

4
 EXECUTIVE SUMMARY

Marketing, in itself is a wholesome job which

requires proper logic and strategies to be applied
at correct time and correct place. Moreover,
marketing of a product whose quantity of
production is not previously known with a heavy
fluctuation in prices as well, depending on the
market, is not a very easy job. Agency products are
not at all manufactured at a predetermined
quantity. Therefore, its marketing becomes not a
traditional method of marketing.

This project has been thus undertaken to analyze

and get a detailed idea of how the products of
DOCOMO (TATA) are compete with its competitor
product in the market.

DOCOMO (TATA) is the leading TELECOM Company

in India. It is a fully integrated, producing both
PREPAY & POST PAY for local and STD for sale in
Indian markets. Ranked amongst the top ten
private sector companies in India telecom sector,

5
TATA manufactures and sells a broad range of
domestic product, including product in telecom
sector As the largest telecom service produce in
the country, DOCOMO (TATA) has always believed
in structured planning for achieving organizational
growth. This has also contributed significantly to
national interests, given the TELECOM’ sectors
strong backward and forward linkage.

TATA DOCOMO Bhubaneswar, one of the

pioneering units of DOCOMO is a hall-mark of
excellence in the TELECOM scenario of Orissa
today. All TATA products including products of
DOCOMO are marketed through its CMO. To ensure
quality and prompt dispatch of the products, CMO
keeps in touch with producing units.

Marketing Department of TATA DOCOMO comprises

of:
• PRE PAY CONNECTION
• POST PAY

TBG is also one of the important parts of the

marketing dept. which has undergone many
changes in the present system.
Products of TATA DOCOMO can be divided into 2
categories:-
• PRE PAY
• POST PAY

Marketing of the above is not just selling services

but catering to the demand of the customers by
adopting various changing strategies but always
keeping “CUSTOMERS FIRST”. And the above

6
services are not manufactured with a
predetermined target. The mode of marketing and
pricing are thus, different for different categories
of secondary products.
The main aim of marketing department of an
organization is achievement of “Organization’s or
Customer’s interest”.
Thus, the marketing department of TATA DOCOMO
has ballooned the profitability index of TATA and
blended with the modernization aspect as well
carried forward the following:

• Word pad
• Excel sheet

Word pad refers to those data base through which

the data of customer and retailers of different
locations simultaneously selected customers for
supplying the item/s. Excel sheet format, only the
target monthly activation are kept recorded.
The marketing dept. of TATA DOCOMO has
managed to well prove the Quality policy of TATA
DOCOMO- “Build and sustain organization which is
customer oriented”……

CONTENTS

7
• introduction of the study
• Docomo (Tata)
• pricing strategy of tata docomo
• Sales promotion
• Objectives of the study
• Research methodology
• Scope
• limitations
• Data analysis
• findings
• suggestions
• Questionnaire
• Conclusion
• bibliography

8
9
 INTRODUCTION
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 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.

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-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

10
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.

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.

Tata DOCOMO the GSM mobile service operator launched

4 new GPRS Add-on Data Plans for its postpaid customers
across all the telecom circles except Mumbai,
Maharashtra & Goa, Himachal Pradesh and West Bengal
(except Kolkata).
Considered to be the industry best and competitive in
nature the all new data plans are priced at a nominal cost
bundled with high data usage. Tata Docomo offers 4

11
different add-on Data plans from lowest of Rs. 50 to a
maximum of Rs. 299 to suit varied needs of the
customers. With the Postpaid GPRS Add-on Data Plan of
Rs 50, subscribers can avail 2 GB free usage for 30 Days,
Data Plan for Rs 99, allows subscribers to avail 6 GB free
usage. While the Data Plan for Rs 199 will offers free
usage of 10 GB for 30 days and Plan for Rs 299 provides
subscribers free data usage of 15 GB for 30 days. After
using the free data usage with in the month, Portal
Browsing will be charged at 1p/20KB, on Tata DOCOMO.

TATA DOCOMO

TATA TELE SERVICE LIMITED

12
Tata Teleservices Limited spearheads the Tata Group’s
presence in the telecom sector. The Tata Group had
revenues of around USD 70.8 billion in Financial Year
2008-09, and includes over 90 companies, over 363,039
employees worldwide and more than 3.5 million
shareholders.

Incorporated in 1996, Tata Teleservices is the pioneer of

the CDMA 1x technology platform in India. It has
embarked on a growth path since the acquisition of
Hughes Tele.com (India) Ltd [renamed Tata Teleservices
(Maharashtra) Limited] by the Tata Group in 2002. It
launched mobile operations in January 2005 under the
brand name Tata Indicom and today enjoys a pan-India
presence through existing operations in all of India’s 22
telecom Circles. The company is also the market leader in
the fixed wireless telephony market. The company’s
network has been rated as the ‘Least Congested’ in India
for five consecutive quarters by the Telecom Regulatory
Authority of India through independent surveys.
Tata Teleservices Limited now also has a presence in the
GSM space, through its joint venture with NTT DOCOMO
of Japan, and offers differentiated products and services
under the TATA DOCOMO brand name. TATA DOCOMO
arises out of the Tata Group’s strategic alliance with
Japanese telecom major NTT

DOCOMO in November 2008. TATA DOCOMO has received

a pan-India license to operate GSM telecom services—and
has also been allotted spectrum in 18 telecom Circles.
The company has rolled out GSM services in 17 of India’s
22 telecom Circles in the quick span of less than a year.
The company plans to launch pan-India operations by the
end of FY 2010-11.

TATA DOCOMO marks a significant milestone in the

Indian telecom landscape, and has already redefined the
very face of telecom in India, being the first to pioneer

13
the per-second tariff option—part of its ‘Pay for What You
Use’ pricing paradigm. Tokyo-based NTT DOCOMO is one
of the world’s leading mobile operators—in the Japanese
market, the company is the clear market leader, used by
over 50 per cent of the country’s mobile phone users.

Tata Teleservices operates under five different brands

— Tata Indicom (CDMA services), Tata DOCOMO (GSM
services), Virgin Mobile, Tata Walky (which is the
brand for fixed wireless phones), Tata Photon (the
company’s brand that provides a variety of options for
wireless mobile broadband access) and T24. TTSL
recently entered into a strategic partnership agreement
with Indian retail giant Future Group to offer mobile
telephony services under a new brand name—T24—on
the GSM platform. The exciting new brand was unveiled
in February and it has commenced the GSM operations
under the brand name T24 in Andhra Pradesh and will roll
out services in other circles shortly.

Today, Tata Teleservices Ltd, along with Tata

Teleservices (Maharashtra) Ltd, serves nearly 70 million
customers in more than 450,000 towns and villages
across the country, with a bouquet of telephony services
encompassing Mobile Services, Wireless Desktop Phones,
Public Booth Telephony and Wire line Services.

In December 2008, Tata Teleservices announced a

unique reverse equity swap strategic agreement between
its telecom tower subsidiary, Wireless TT Info-Services
Limited, and Quippo Telecom Infrastructure Limited—with
the combined entity kicking off operations with 18,000
towers, thereby becoming the largest independent entity
in this space—and with the highest tenancy ratios in the
industry. Today, the combined entity has a portfolio of
nearly 35,000 towers.

14
TTSL’s bouquet of telephony services includes mobile
services, wireless desktop phones, public booth
telephony, wireline services and enterprise solutions.

Over the last few months, Tata Teleservices’ industry-

best and innovative offerings have gained industry-wide
recognition and the Year 2010 saw TTSL add many
notable accolades to its name. TTSL was named The Best
Emerging Markets Carrier by Telecom Asia, and received
8 awards at the World HRD Conference, including 5th
Best Employer in India. The company also received 3
awards at the Telecom Operator Awards 2010 from
Tele.net; Best Company,

Tata Docomo bagged the “CEO of the Year”, “Best

Quality of Service”, and Business Standard award for
‘Most Innovative Brand of the Year’.

TATA DOCOMO POSTPAY

PLANS

15
Customize your plan with free toppings as follows:

Topping can be a combination of

1-200 local mins
2-150 std mins
3-500 local Sms
4-100 mb GPRS usage

Diet 299 plan: You can take any 4 free topping

combinations.
Diet 499 plan: You can take any 7 free topping
combination.
Diet 799 plan: You can take any 12 free topping
combinations.
Super diet 1099 plan: 2500 local minutes free
1200 STD minutes free
5000 local minutes free

PLAN NAME
F&F (FRIEND & FAMILY)PACK

16
600 mins of STD+LOCAL free
300 local sms free
6 choise nos 1-3local nos
2-3 std nos (30 paisa/1 min)

Tata DOCOMO Postpaid Advantages

1. Pay as per actual usage only – Get charged for your
airtime usage on a per second basis. If you talk for 12
seconds, you will be charged for 12 seconds and not for
one minute and that’s where you save on your bills!!!

2. Refreshingly Different Plans – Customize the plans

according to your requirements. i.e. you can choose your
option from a range of local, STD & SMS toppings as per
your usage pattern. We also have an Elite plan with free
calls on local and STD and tons of SMS’s, specially
designed for those of you who use the phone a little
morel.

3. STD @ 1 paisa/1 second. Now make all those STD calls

you have restricted yourself from making through the
scheme FREEDOM OF STD.

4. Simple Bills – Our bills are very easy to understand. We

have cut through all the clutter to give you a very simple
bill.
5.Varied Payment Options – We want you to jump the
queue and pay you bills instantly. Our options include
payment through internet, via cash cards, standing
instructions on your bank account or credit card, cheque
drops at selected locations and the usual walk to the Tata
DOCOMO store

17
 OBJECTIVES

1. To increase sales of the product

2. Profit maximization

3. To face the competition effectively

4. To attract new customers

5. Building product awareness

18
 METHODOLOGY
It is necessary to adopt a particular method to
complete a project successfully. The steps that have
been taken to complete this project are as follows:
1.) Research Approach: The Approach
adopted to complete this project was that of
“CUSTOMER SATISFACTION”. The survey was done in
retailer as well as customer in Bhubaneswar .
2.) Research Design: Depending upon the
objectives of the research the most suitable marketing
research design is “Exploratory research”. The
purpose is to find out the experience of customers
while enjoying the service of TATA DOCOMO .
3.) Data Collection: The information used in
this project was through primary sources i.e.
personally interacting the customers and retailers of
TATA DOCOMO .
4.) Research instrument: The instrument
that was chosen to conduct the market research was
that of “structured questionnaire”. This has been done
because data obtained in structured studies are easier
to tabulated and interpret then data gathered in other
ways. A list of questionnaire was prepared which could
give relevant information when answered by the
respondents.
5.) Target Segment: customers and retailers of
BJB nagar,LIWIS ROAD,KALPANA,BAPUJI NAAR.
6.) Sample area: customers and retailers of
Bhubaneswar.
Analyzing the collected data and
7.)
reporting the findings: Finally the data has
been collected was thoroughly analyzed and
processed to obtain the required information. The data
has been summarized in the form of graphs and pie
chart.

19
8.) Sample size: 50 customers.

Research methodology and

analytical tools
For doing any kind of research, it is very essential for
us to determine in advance as to what is going to be
the sample size for us. Because of the simple reason
that one can not simply do the research on the whole
population due to the constraints like time, money &
energy . Therefore when the field of inquiry is large,
this method difficult to adopt because of the resources
involved. It is possible to obtain sufficiently accurate
results by studying only a part of total population.

First step in the research process is to single out the

problem we want to study. The formulation of a
general topic into a specific research problem, thus,
constitutes the first step in a specific enquiry. In my
topic the main problems is to study the customer
experience of the services provided by TATA
DOCOMO, are they satisfied with services, what are
there expectations of services from customer, is there
anything new that the dealer is looking for, what
Indian customer are doing about it.

In this project I have decided to use both the primary

and secondary data. Because I believe that lot articles
and research paper have been done on this topic and
these could provide us with a lot of information on
various service parameters. These articles will give us
a totally different view of the service standards and
what all require to be done.

It becomes very much essential for us to develop a

working hypothesis because it has to be tested. I also
need some kind of primary data through questionnaire
filling. I have also decided to use other data collection

20
techniques like observation and personal interviews. I
have decided to use structured close ended
questionnaire so that the response could be properly
coded and analyzed. It would become easier for us to
understand the dealer experience and what are the
areas of improvement he is looking for.

1-I visited 22 retail stores. Out of them 8 were interested

to keep post pay sim in their retail store.
2-I interacted with different retailers about various post
pay plans of Tata Docomo.
3-I conducted a survey of 50 customers from the different
areas of Bhubaneswar.
4-I collected there views about Tata Docomo.
5-I allocated the post pay sim to the retailers
6-I collected information about various competitors of
Tata Docomo.

WHAT I HAVE DONE IN 2 MONTHS

1-I have visited 22 retail stores. Out of them 8 were

interested. That means they were interested to keep post
pay sim in there retail store.
2-I have interacted with different retailers about various
post pay plans of Tata Docomo.
3-I have conducted a survey of 50 customers from the
different areas of Bhubaneswar.
4-I have collected there views about Tata Docomo.

21
5-I have allocated the post pay sim to the retailers.and
was pasted the poster in the retailer stores of new plans
introduced by Tata Docomo.
6-I have collected information about various competitors
of Tata Docomo.

THESE ARE THE NAME OF VARIOUS

RETAILSTORES

22
 Retailer Name OWNER NAME ADDRESS
Lingaraj communication Madhab Bapujinagar,BBSR
PriyaSnacks BidyadharMishra Plotno.80B-Bapujinagar,BBSR
CharchikaCommunication Arun Plotno.310- Ganganagar
Sai Communication Shiva BJBnagar
BubunColdParlour Prakash Kalpana
MaaGauri Cell Point Dibyaranjan PlotNo. 570DakaBangalachak
Chandrabati Communication Bana kalpana
ParidaCommunication Sambhu 427-JayadevNagarOLDTown
Lingraj DrugHouse Sontosh/Ratikanta LewisRoad
HeartBeat DebenderDalei L5-KalpanaSqure
RockyCommunication Promod AshokNagar
UshaCommunication Ashokku. Sahoo OLDStationBazar
AREHANACOMMUNICATION ARENA PLOTNO-98BAPUJI NAGAR
CREAMYSCOOP R.K.SAHOO LewisRoad
STARCOMMUNICATION SUKANT OLDSTATIONBazar
BIJOYCOMMUNICATION BIJOYKU.SAHOO BAPUJI NAGAR
SUBHAMCOMMUNICATION PRAKASH KAPILPRASADBDACOLONY
SHANTI CELLPOINT SANTOSHKU.SAHOO BJBNAGAR

23
 SALES PROMOTION
“Sales promotions are short-term incentives to encourage
purchase or sale of a product or service.” Sales promotion
consists of a diverse collection of incentive tools, mostly
short short-term, designed to stimulate quicker and/or
greater purchase of particular products/services by
consumers or the trade.

The term promotion is very often used as a synonym for

selling. But selling is a narrow term which includes only
transfer of title or personal selling. Promotion on the
other hand is broader in its outlook and includes a variety
of activities used ultimately for increasing sales volume.

Similarly the terms sales promotion can not be taken to

mean what is commonly does. Sales promotion is only a
part of the promotion. Basically promotion is an
"exercise" in information persecution and influence.
Promotion has come to mean the overall co-ordination of
advertising selling, publicity and public relations.
Promotion is a helping function designed to make all
other marketing activities more effective and efficient.
But sales promotion as such helps only the selling activity
still, there exit same difference of opinion on the real
connection of the term sales promotion.

Sales promotion is concerned with the creation,

application and dissemination of material and techniques

24
 that supplement advertising and personal selling. Sales
promotion makes use of direct mail, catalogues, trade
shows, sales contests, premiums, samples, windows
displays and other aids. Its purpose is to increase the
desire of salesman, distributors and dealers to sell a
certain brand to make consumers more eager to buy that
brand.

Sales promotion by TATA

DOOMO
It is newly launched in the market. So it gives more
emphasize on sales promotion. it applies various tools
and techniques to make effective sales promotion. These
are as follows.

GPRS PLANS
Monthly Rental Post Free usage with
Free usage Validity Days
(Rs) validity left
50 2GB 30 1p/20kb
99 6GB 30 1p/20kb
199 10GB 30 1p/20kb
1p/20kb
299 15GB 30

Price cut-
If we will take CUG connection then all the person
who have take at a time there charges of call is totally
free.

Near pack-

25
 The people who will give the bill of first month they
will get fastrack sun glass Reebok watch, parker pen, key
ring.

Rebate
If retailers are buying large no of sim from company
then they can get 2.5% discount.

26
Sweepstakes
Tata Docomo Celebrates 1st Anniversary In Orissa
with Celebration 1 offer
Tata Docomo, GSM brand of Tata Teleservices Ltd,widely
known for its innovative offers, celebrates its first
anniversary in Orissa,India.Tata Docomo was launched in
Orissa last year on July 16.Dubbed as “Celebration
1″campaign this provides opportunity to Docomo
customers to win lot many freebies by participating in the
contest.

Considered to be the first of its kind offer, prepay

customers are being offered a chance to win assured gifts
by calling the Tata DOCOMO toll free number 52222 and
participate in a lucky draw contest to win host of prizes.
Daily 3 customers will be declared lucky winners of
getting 2 lakh free minutes. 2 other grand Bumper Prizes
viz. 100 grams gold (for 1 winner) and LCDtelevisions (for
10 winners) will be declared post the campaign ending on
15th August 2010.
Prizes to be one are
• Grand Bumper Prize – 1 lucky winner will get 100
Grams of Gold
• 10 lucky winners to get LCD television sets
• 100 lucky winners to get 2 Lakh minutes of FREE
TALKTIME

Price Off
Now, Buy a Tata Photon Plus postpaid connection with
Tariff plan with monthly rental plans of Rs 850 & above
and get Bill discount of Rs 200 for 12 months.

27
COMPETITIVE ANALYSIS

DOCOM AIRTEL VODAFO

O NE
PLANS 299(F&F) 299(YOUT 299
H)
MONTHLY 299 299299
BILL
MONTHLY L 6OO LOCAL 500 LOCAL 425 MINS
FREE MINS +STD MINS LOCAL+STD

LOCAL
CALLS
(RS/MIN.)
ON NET 0.60 0.50 0.50
OFF-NET 0.60 0.50 0.50
FREE SMS 300 LOCAL NILL 50
STD CALL 0.60 1RS. 1RS.
(RS/.MIN)
SMS
Local 0.60 1Rs. 1Rs.
National 1.20p 1Rs. 1.50
Internation 5.00 5.00 5.00
al

IN Docomo you will give

6 choice nos i.e 1-3 local nos

28
 2-3 STD nos charge (30
paisa/1min)
No other network is giving (30 paisa/1min) for STD
calls.

LIMITATION
1.Small sample size.
2.Limited geographical area.
3.Cost factor
4.Some of the retailers were very apprehensive
about responding
5.In some instances some respondent may not
reveal the truth.
6. The retailer was unable to give us sufficient
time

29
 DATA ANALYSIS AND
INTERPRETATION
PROFESSION

stude
nt 22
busin
ess 17
p.s.e 3
g.e 2
Other 6

Analysis
• From the above diagram it shows that out of 50
customers there are 22 students,17 business man,3

30
 private sector employee,2 government employee
and 6 others are using Tata Docomo.

GENDER
Male 46
female 4

Analysis
• From the above diagram out of 50 customers there
are 46 males and 4 female are using Docomo

31
AGE GROUP
> 18 0
18-
22 12
23-
27 23
28-
32 12
< 32 3

Analysis
• From the above diagram it shows that the age group
using Docomo .bellow 18 there is no one,in
between18-22 there are customers, in between 23-

32
 27 there are 23customers, in between 28-32 there
are 12 customers and above 32 customers

DIFFERENT SERVICES OF TATA DOCOMO

very very
excellent good good poor poor

sms service 17 33 0 0 0
voice based
service 3 30 17 0 0
free missed
call alert 3 27 20 0 0

GPRS 2 13 35 0 0
STD and
local 16 31 3 0 0

Analysis

33
 • This diagram shows that, in SMS out of 50, 17 are
excellent, 33 are very good. In VOICE BASED CALLS
service, out of 50, 3are excellent, 30 are very good,
17 are good. In free miscall alerts, 3are excellent,
27are very good, 20are good, in GPRS 2are
excellent, 13are very good, 35are good. In STD N
LOCAL call 16are excellent, 31 are very good, 3 are
good.

r.ts.
price Network r.t.p p brand
Ext
imp 22 15 1 0 7
v imp 27 31 32 10 37
sw
imp 0 3 14 22 6
nv
imp 0 1 3 18 0
n.a.im
p 0 0 0 0 0

34
Analysis
• This diagram shows that, 22 are extremely
important in price, 27are very important, 1is some
what important. In network, 15 are ext important, 31
are very important, 3 are some what imp 1 is not
very important. In reach to purchase point 1are ext
important, 32 are very important 14are some what
imp, 3 are not very important. In reach to service
point 10are very imp, 22 are some what important.
In brand 5 are extremely important, 18 are very
important. 25 are somewhat important, 2 are not
very important.

FINDINGS
1. From the survey of 50 customers I found that 46 are
males and 4 are females.
2. Most of the students are using Tata Docomo.
3. Maximum persons in the age between 23-27 are using
Tata Docomo.
4. Most of the persons are using Airtel because of good
network.
5-Most of the retailers are not willing to keep post pay
sims in there store.
6-Most of the retailers are not ready to listen to our plan.
7-The network is not good so many customers are not
willing to buy Docomo.
8-Plans are affordable by the common man.

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 SUGGESTION

1-The company should not take security money from the

student
2-Awarness of the company products
3-The company agent should regularly visit the retailer
store
4-Internet downloading should be faster
5-Improve STD call service
6-Solve the network problem.
7-Service quality should be increased.
8-Docomo to Docomo call charges should be free.
9-Have a great opportunity to expand its service.

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 QUESTIONNAIRE ON ‘SALES
PROMOTION OF TATA
DOCOMO’
For customer
1-Plese tick the correct Gender
(a) male___(b)female___
2- You belong to age group
(a) below 18___(b)18-22___(c)23-27___(d)28-32___(e)above
32___
3- By profession you are a
(a) student___(b)businessman___(c)private sector
employee___(d)govt.servant____(e)other______
4- Your annual income falls under
(a) below 50,000___(b)50K -1 lac___(c)1 lac-4 lac___(d)above 4
lac
5-The service provider brand used by you is
(a)-tata docomo ____
(b)airtel___(c)reliance___(d)Vodafone___(e)others_______
6- The present number you have been using since
(a)m – 6m___ (b)6 m – 12 m___(c)12 m – 18m___ (d) >18
m___
7-Your point of purchase
(a)Company show room___ (b) retail point ___(c) Direct sales
exe___
8- Which type of connection you use?
(a)-Pre paid___ (c)-post paid___
9- Convenient way to pay
(a)By cash___(b)by cheque___(c)by credit card___
10- The purpose of you keep mobile is
(a)Personal___ (b)Business___ (c)both___
11-The features opted are
(a)CLIP Detailed___ (b)Bill___(c)GPRS___ (d)Dialer tone___

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12-How will you rate these factors

Extremely very some what not very not at all

important important important important important

Price
Network
Reach to
purchase
point
Reach to
service
point
Brand

13-Your view of availability of post pay product at ur nearest outlet.

14-Rank the mobile service provider for the following factor.

price network brand
Tata docomo
Bharti airtel
Vodafone
Idea
Reliance

1-Excellent 2- very good 3-good 4- average

15-Which company’s advertisement and punch lines you like most.

(a)tata docomo (do the new)
(b)bharti airtel (express yourself)
(c)idea(an idea can change your life)
(d)bsnl(best he mere liye)

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16-Rank the following services of Tata DOCOMO;

excellent very good good poor very poor

Sms
service
Voice
based
service
Free
missed call
alert
service
GPRS
STD and
local call
service

17- Would you like to give your suggestions to improve the satisfaction
level
Of customer

If yes then
specify________________________________________________

NAME-
MOB.
ADDRESS-

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 CONCLUSION
1-Tata Docomo has good brand image in the market.
2. It is the first company to introduce the second pulse
plan.
3-It has a good future if it will solve the network problem.
4-It has a good promotion in the market.
5-it has a good pre pay customers in the market.

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 BIBLIOGRAPHY

1-BOOK-MARKETING MANAGEMENT BY PHILIP KOTLER

2-NEWSPAPER-BUSINESS STANDARD

3-WEBSITE- 1-teleguru.in
2-nttdocomo.com
3-tatadocomo.com
4-wikipedia.com
5-google.com

THANK U

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