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STUDY OF TATA DOCOMO
R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
PROJECT REPORT
ON
“STUDY OF TATA DOCOMO”
Prepared By
DARSHAN RAVINDRANATH WATKAR
Student of
B.M.S. (Bachelor of Management Studies)
2011-12
SUBMITTED TO
UNIVERSITY OF MUMBAI
AND
R.E. SOCIETY‟S
R.P. GOGATE COLLEGE OF ARTS & SCIENCE,
AND
R.V. JOGALEKAR COLLEGE OF COMMERCE,
RATNAGIRI
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STUDY OF TATA DOCOMO
R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
Avowal
I, the undersigned hereby declare that the project report titled
“STUDY OF TATA DOCOMO” prepared under the guidance of
Mrs.Shameem.J.Memon is an original work by me. The Findings and
recommendations of the study are based on the information collected
by me. The information collected by me is true to best of my
knowledge.
Date: 10th
September 2010.
Place: Ratnagiri
Darshan Ravindranath Watkar
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STUDY OF TATA DOCOMO
R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
ACKNOWLEDGEMENTS My special thanks got to our principal Dr. Subhash Deo for
giving me an opportunity to do this project and also vice principal of
commerce faculty Mr. B. K. Ghate. Not to forget our coordinator Mr.
M. R. Sakhalkar for their precious support.
I would express my gratitude to Mrs. Ashwini Deosthali, HOD
of BMS department & Mrs. Shameem J. Meman for their
philanthropic and overriding efforts for developing my career.
My novice of the practical world would not have got me far,
had it not been under the direction of Mrs. Shameem J. Meman, my
project guide.
It was a formidable task but the active guidance and help fromSathish Eknath Ghosalkar (Manager, Roopraj Telecom) it would not
have diluted into a research project.
Last but not least I wish to acknowledge the support of my
family, friends, and each and every member contributed to this
project.
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STUDY OF TATA DOCOMO
R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
Need of the Project
The word competition is redefined in the telecom sector. In
the world of cut throat competition, the telecom sector is fighting for
survival. Every company is trying to outperform the other. If this was
not enough there comes a price-war among the telecom companies.
The fire was ignited by Tata Docomo. The price levels were lowered
to such a point where it was very much uncomfortable for the other
organizations. This was the penetration strategy used by Tata
Docomo. Docomo forced to change the policies and strategies of other
companies. Docomo has emerged as the price leader in the sector and
to study the growth of this company was very much important from
my point of view.
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STUDY OF TATA DOCOMO
R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
INDEX
SR. NO. TOPICSCHAPTER 1
01 EXECUTIVE SUMMARY
02 OBJECTIVES
03 METHODOLOGY
04 LIMITATIONS
CHAPTER 201 HISTORY
02 COMPANY PROFILE
03 CUSTOMER SATISFACTION
04 MARKETING STRATEGY
05 AVAILABILITY
06 PLANS
07 COMPETITORS ANALYSIS
08 SWOT ANALYSIS
CHAPTER 3
01 PRESENTATION AND INTERPRETATION OF
DATA
02 FINDINGS
03 RECOMMENDATIONS
04 CONCLUSION
CHAPTER 4
01 ANNEXTURE
02 WEBLIOGRAPHY AND BIBLIOGRAPHY
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STUDY OF TATA DOCOMO
R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
EXECUTIVE SUMMARY
TATA DOCOMO is Tata Teleservices Limited's
TTSL telecom service on the GSM platform arising out of the Tata
Group's strategic alliance with Japanese telecom major NTT
DOCOMO in November 2008. Tata Teleservices has received a pan-
India license to operate GSM telecom services, under the brand
TATA DOCOMO and has also been allotted spectrum in 18 telecom
Circles. TTSL and has already rolled out its services in various
circles. India is the fastest growing major mobile market in the world
.Building on leading position in the market, TTSL. Aims to capitalize
on the growth potential to significantly increase the subscriber base
and market share. The telecom sector is increasing day by day and the
competition is getting more and tougher. Initially Tata service was
providing CDMA and after tie up with DOCOMO they come up inGSM as TATA DOCOMO.
The project is about customer satisfaction for Tata
Teleservices Limited with special Reference to GSM prepaid
customer in Ratnagiri city. As the title suggest, how the customer is
satisfied with the service of Tata teleservice through GSM prepaid
mobile. The primary objective of this research project is to find thesatisfaction level of GSM prepaid mobile user and to find out the
reason why user prefer any particular technology. The second
objective was to study the features of the technology. The research
was carried out in survey method. The data for this research was
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STUDY OF TATA DOCOMO
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collected by two methods. Primary data was collected with the help of
questionnaires and interviews.Different questionnaires were used for GSM and non existing users.
Secondary data regarding company profile and GSM information was
collected from internet. The sampling technique used was random
sampling. The sampling size was 200 for each GSM, non existing
user.
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STUDY OF TATA DOCOMO
R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
OBJECTIVES OF THE PROJECT
The objectives of this study/project as follows:
To study the schemes and services provided by Tata Docomo.
To study the various tariffs charged by Tata Docomo.
To study the unique features and services offered by Tata
Docomo.
To perform a SWOT analysis of TATA Docomo. To know the impact of promotional activities on the purchasing
behavior of the buyer.
To study the Customer satisfaction level regarding the services
provided by Tata Docomo.
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STUDY OF TATA DOCOMO
R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
RESEARCH METHODLOGY
PRIMARY DATA:
Data collected from sample of 200 people in Ratnagiri involved in
different professions by questionnaire method.
Data collected by visiting Tata Docomo Retail Shop (Roopraj
Telecom).
SECONDARY DATA:
Data Collected from Internet.
Information received from various pamphlets, brochures and
journals of Tata Docomo.
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STUDY OF TATA DOCOMO
R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
LIMITATION
Sample size was restricted to Ratnagiri city as it was difficult to
approach people outside that because of time constraint. So sample
size was limited.
Improper decision- many respondents could not have sufficient time
to answer/ fill the questionnaire.
Inadequate information- some of the questions were not answered/
filled properly or accurately.
Project study was conducted only for 3 months June to September
2011
Limitation of the study:
The study was limited to Tata Docomo prepaid mobile user only.
The study was limited only to know the level of satisfaction of the
prepaid Tata customer and no further action was taken to make
them satisfied if they were not satisfied.
The study was limited to only few days so each and every aspect of
satisfaction could not be covered.
The management did not disclose the confidential data.
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STUDY OF TATA DOCOMO
R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
COMPANY PROFILE TATA DOCOMO is Tata Teleservices Limited's TTSL
telecom service on the GSM platform arising out of the Tata Group's
strategic alliance with Japanese 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 Indian telecom landscape, as it stands to redefine
the very face of telecoms in India. Tokyo-based NTT DOCOMO is
one of the world's leading mobile operators-in the Japanese market,
the company is clearly the preferred mobile phone service provider with a 50 percent market share.
NTT DOCOMO has played a major role in the evolution
of mobile telecommunications through its development of cutting-
edge technologies and services. Over the years, technologists at
DOCOMO have defined industry benchmarks like 3G technologies,
as also products and services like the i-mode TM, mobile payment and
a plethora of lifestyle-enhancing applications. Today, while most of
the rest of the industry is only beginning to talk of LTE technology
and its possible applications, DOCOMO has already started
conducting LTE trials in physical geographies, not just inside
laboratories!
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STUDY OF TATA DOCOMO
R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
DOCOMO is also a global leader in the VAS (Value Added
Services) space, both in terms of services and handset designs, particularly integrating services at the platform stage. The Tata
Group-NTT DOCOMO partnership will see offerings such as these
being introduced in the Indian market under the TATA DOCOMO
brand.
TATA DOCOMO has also set up a 'Business and Technology
Cooperation Committee, comprising of senior personnel from both
companies. The committee is responsible for identification of the key
areas where the two companies will work together. DOCOMO, the
world‟s leading mobile operator will work closely with 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.
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STUDY OF TATA DOCOMO
R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
HISTORY
Tata Teleservices Limited now also has a presence in the
GSM space, through its joint venture with NTT DOCOMO of Japan,
and offers differentiated products 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 14 of India‟s 22 telecom Circles in a quick span of
under six months. The company plans to launch pan-India operations
by the end of FY 2009-10.TATA DOCOMO marks a significant
milestone in the Indian telecom landscape, and has already redefined
the very face of telecoms in India, being the first to pioneer the per-
second tariff option- part of its „Pay for What You Use‟ pricing
paradigm. Tokyo-based NTT DOCOMO is one of the world‟s leading
mobile operators-in the Japanese market, the company is the clear
market leader, used by over 50% of the country‟s mobile phone users.
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STUDY OF TATA DOCOMO
R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
Corporate Philosophy
With the aim of creating a new world of communications
culture, we NTT DOCOMO will devote all the skills, know-how and
energy towards the establishment of more "personal communication"
with our customers that contribute to their heartfelt satisfaction.
A New World of Communications Culture
More personal communication
Reliable access
Real time access
E-communication One-to-one “personal This gives birth to a new world of communications culture
Freedom to enjoy communications anytime, anywhere with anyone
Opening of endless lifestyle horizons
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To achieve this
In order to create a world of more innovative and enriched
communications, we will improve service quality, aggressively move
forward with the development of various services. We will also
research and develop a more advanced user-friendly communications
interface, and at the same time we will provide these services and
technologies to an ever expanding area.
Customer Satisfaction:
Communications those are always ready when needed.
Capability to contact whomever, from wherever and whenever the
customer desires.
Happiness that comes from heart-to-heart communications.
Bringing customers another step closer to realizing their dreams.
Responding to every customer with consideration, courtesy and
thoroughness.
Providing products that give customers easy and convenient
access to cutting-edge functionality.
To achieve this
First and foremost, we will fulfill expectations of customers by
fulfilling our 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
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rates, we will deliver satisfaction to a growing diversity of
customers.
Making the most of the talents of each individual in our company.
Respect for the individuality and sense of values that are unique to
each person.
Enable internal corporate communication to flow free from
vertical and horizontal organizational barriers. Make the most of the ideas of each individual.
Foster a corporate culture that is not restricted by conventional
thinking and systems.
Create a creative office environment that supports the fulfillment
of the individual.
Fostering an "open" corporate culture that welcomes the ideas and
views of the individual.
Evaluate personnel based on their merits.
Build a company that overflows with a challenging spirit.
To achieve this
By improving our system and programs for the enhancement
of human resources and unifying our human resource development,
we will empower each individual to exert their skills to the utmost of
their capabilities and discover new potential. At the same time, we
will strive to create a workplace that motivates individuals through
measures such as improvement of the working environment and labor
conditions and enhancement of health and welfare benefits.
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STUDY OF TATA DOCOMO
R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
VISION
We will leverage our strength in executing complex
global scale projects to make leading edge information and
communication services affordable by all individual consumers and
business in India. We will offer unparalleled value to create customer
delight and enhance business productivity. We will also generate
value for our capabilities beyond Indian borders while enabling
millions of India‟s knowledge workers to deliver their services
globally.
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STUDY OF TATA DOCOMO
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STATISTICS
Third largest telecom network in the world.
Largest operator in INDIA is BSNL.
INDIA‟S mobile market is the fastest growing market in the
world.
World‟s 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.
Innovating dreams
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R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
Our goal is to create a broad array of exciting new services.
Services that will bring undreamed-of convenience to peopleeverywhere.
In addition to Audio Barcodes and 3D Display System
introduced in this website, cutting edge technologies beyond
the imagination are already under development. These include
a system that makes distant objects feel like an extension of
the human body for ultra realistic experiences, and advanced
chips that will allow items such as household appliances to
communicate. What's more, we are actively realizing 4G
technology such as MIMO (Multiple-Input-Multiple-Output)
multiplexing technology and a wireless access
communications system, as well as contributing to the
establishment of specifications for global standardization.
Researchers at NTT DOCOMO have a clear vision of the
future. A future that will unite all of the above advances and
many more, to create a world where people can communicate
at a higher level, regardless of time and space
Telecom industry in India is dominated by major companies
like Airtel, Vodafone in GSM services.
Competition is very intense due to low differentiation.
India ended March this year with 391.76 million mobile lines
and tele density is around 36.98.
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STUDY OF TATA DOCOMO
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Airtel enjoys 33.9%, Idea 11.6% Vodafone 19.6 and Tata CDMA
has 7.2% of market share respectively. PRICE
It having attractive tariff plan: TATA DOCOMO having
1paisa /sec it is applicable for both prepaid and postpaid
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STUDY OF TATA DOCOMO
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Disruptive Innovation in the Indian
Telecom Industry by Tata Docomo Wikipedia defines disruptive innovation as an innovation
that improves a product or service in ways that the market does not
expect, typically by being lower priced or designed for a different set
of consumers.
Indian Telecom space was “Disrupted” by Tata Docomo
when they came out with a „1 paisa per second‟ tariff.
We have earlier seen how Reliance India Mobile
changed the mobile industry by coming up with the lowest tariff in the
beginning of this decade. The call charges were around Rs 2-3 per
minute and because of Reliance this was brought down to around Re 1
per minute.
Tata Docomo was the next one to employ disruptive
innovation in the Indian mobile industry. Currently the game is not
played on the price front but Value added services front, which is
evident from the advertisements of Airtel (Madhavan and Vidya
Balan) and Vodafone (Zoozoos) in the past.
If Aircel is redefining how telecom operators approach
value added services and GPRS in India, Tata Docomo is doing its bit
to change billing practices.
The joint venture between Tata Teleservices and Japanese
telecom major NTT Docomo officially began rollouts with a plan to
invest $2 billion for its pan-India GSM services.
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Customer Satisfaction The 21 century belongs to the service sector. The
customer of yester year was a silent person who uncomplainingly
purchased the goods from the market place. There is a new customer
emerging today. Customer satisfaction can be defined as, customer
satisfaction is the feeling derived by the consumer when he compares
the actual performance of the product‟s with the performance that he
expects of it.
The measurement of the customer satisfaction typically
begging when a company realizes that their customer s is the people,
who provide the revenues that, hopeful, will cover expenses. Most
companies start by establishing a customer satisfaction baseline. Then
they target year by year improvement.
Understanding customer requirement and delivering
superior quality goods and services to achieve composer satisfaction
lead to the retention and growth of the customer.
General Idea about the satisfied customer:
Satisfaction is a persona‟s feeling of the pleasure or
disappointment. It is resulting from comparing a product‟s perceived
performance with his or her expectations from it. Satisfaction is more
of an emotional concept. Today organization are aiming at high
satisfaction rather than at customer delight because customers who are
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just satisfied still find it easy to switch over when a batter offers
comes along. Those who are highly satisfied are much less ready toswitch over. High satisfaction or delight creates an emotional bound
with the brand and customer starts looking at an offering emotionally
and just rationally.
The aim of marketing is to meet and satisfy target customers
needs and wants but knowing customer is never simple. Customer
may state their needs and wants but act otherwise. They may not be in
touch with their deeper motivations. They may respond to influential
to change their mind at the last minute. Some of today‟s most
successful companies are raising expectation and delivering
performances to match. These companies are aiming at TCS- Total
customer Satisfaction.
Increasing competition (whether for-profit or nonprofit) is
forcing businesses to pay much more attention to satisfying
customers. In a competitive marketplace where businesses compete
for customers, customer satisfaction is seen as a key differentiator and
increasingly has become a key element of business strategy.
Customer Loyalty:
These four factors will greatly affect your ability to build a loyal
customer base:
Products that are highly differentiated from those of the
competition.
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Higher end products where price is not the primary buying factor.
Products with a high service component.
Multiple products for the same customer.
Loyal Customers and Loyal Workforces
Building customer loyalty will be a lot easier if you have a
loyal workforce not at all a given these days. It is especially important
to retain those employees who interact with customers such as sales
people, technical support, and customer-service people. Many
companies give a lot of attention to retaining sales people but little to
support people.
The increasing trend today is to send customer service and
technical support calls into queue for the next available person. This
builds no personal loyalty and probably less loyalty for the firm.
Before going this route, be sure this is what your customers prefer.
Instant Feedback:
Recently, many organizations have implemented feedback loops
that allow them to capture feedback at the point of experience. For
example, National Express, one of the UK's leading travel companies
invites passengers to send text messages whilst riding the bus. This
has been shown to be useful as it allows companies to improve their
customer service before the customer defects, thus making it far more
likely that the customer will return next time.
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Listen to your customers:
Is there anything more exasperating than telling someone what
you want or what your problem is and then discovering that that person
hasn‟t been paying attention and needs to have it explained again? From
a customer‟s point of view, I doubt it. Can the sales pitches and the
product babble. Let the customer talk and show them that you are
listening by making the appropriate responses, such as suggesting how
to solve the problem.
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STUDY OF TATA DOCOMO
R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
MARKETING STRATEGY
Tata Docomo appears to be banking heavily on its tariff plans
the company is offering a 1 second pulse instead of the usual 1 minute
pulse that other telecom operators are offering. This means that
consumers are charged on a per second basis, instead of a per minute
basis, and end up saving money on unused seconds. A nifty little
application “How much can you really save” on Docomo‟s website
explains how this works. Rs. 0.01/second is a marked change from the
Re 1/min and Rs. 0.49/min charges that usually applies.
MARKETING MIX
4P‟S OF MARKETING MIX:
Product
Price
Place
Promotion.
PRODUCT:
TATA DOCOMO having good range of services. Tata Docomo
provides both postpaid and prepaid services. Tata Docomo having
good quality network which provides clarity in voice.
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PRICE:
It having attractive tariff plan: TATA DOCOMO having
1paisa /sec it is applicable for both prepaid and postpaid.
PLACE:
It is having good range of channels of distribution: As
Tata already exist in this field of telecommunications as Tata Indicom.
It has wide range of channels of distribution to sell TATA DOCOMOservices.
PROMOTION:
Advertising: TATA DOCOMO following different style of
advertising pattern in TV „and newspapers. Due to that reason it was
reaching public very fast.
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TATA DOCOMO PRICING STRATEGY
Tata Docomo appears to be banking heavily on its tariff plans
the company offers a 1 second pulse instead of the usual 1 minute
pulse that other telecom operators were offering. This means that
consumers are charged on a per second basis, instead of a per minute
basis, and end up saving money on unused seconds. A fifty little
application “How much can you really save” on Docomo‟s website
explains how this works. Rs. 0.01/second is a marked change from the
Re 1/min and Rs. 0.49/min charges that usually apply.
Now while this plan might sound unique, it isn‟t that it hasn‟t
been tried before back in 2004, Tata Indicom had launched 1 second
pulse plans, which going by their current plans, appears to have been
shelved.At present, Tata Docomo has launched voice portals, 24-hour music,
cricket commentary and voice chat, apart from offering free Missed
Call Alerts and Voice Mail.
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Interestingly, voice based services are also being priced with
a per-second-pulse: 24 hour music and voice chat are priced at Rs.0.02/second. Caller Tune search service „Genie‟ is also being priced at
Rs. 0.02/second. This is a marked change, again, from the per minute
pricing, and can offer consumers cheaper options.
An initiative that has taken the service provider
industry by storm
The pay per second model has really paid off well for the
latest entrant in the Indian GSM space, Tata-Docomo. The new
pricing strategy from Tata-Docomo has changed the rules of the GSM
game, which is dominated by AirTel and Vodafone. Tata-Docomo
also launched its first mobile handset in September 2010.
Mobile pricing innovation – Tata Docomo now
charges per website for Mobile Browsing!
This is surely a first world over – Tata Docomo have gone
ahead and launched an innovative mobile Internet offering which
allows users unlimited usage of their favorite websites on mobile for a
fixed cost.
Tata Docomo has been forefront in coming up with various attractive
pricing schemes, especially, in the pay-per-use paradigm. They were
first to introduce pay per second billing on calls, which now is
followed by every mobile service provider. They followed it with pay-
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per-minute and pay-per-call pricing plans as well which has made
them one of the fastest growing Mobile companies in India.The new pay-per-website offering however, takes it to
a complete different level and unheard of pricing strategy. This is a
very thoughtful strategy and something which has potential to growth
rapidly. Tata Docomo pricing strategy.
Pay per site offer two combination: Those only interested in single websites need to pay Rs 10 per site
Those with multiple site browsing needs can opt for a combo pack at
just Rs 25 per month.
Customers have a bundle of options within various
categories of social networking sites (Facebook, Twitter, and Linked
In, Orkut), mail options (Gmail, Yahoo, Rediff) and chat messengers(GTalk, Yahoo! Messenger, Nimbuzz).
Having said this, there is also a caveat – If you thought it was
valid for unlimited use…it is not.
Tata Docomo pay per site plan categorizes each service
under 2 different genres – Social Networking Site and Emailing &
Instant Messaging. Each site under this genre is priced at Rs. 10/- bundled with 200 MB free data usage valid for 30 days, post which
customers will be charged at 1p/kb. There are also 2 Combo options
SNS Combo Pack and Emailing Combo Pack and each Combo Pack
is priced at Rs. 25/- bundled with 500 MB free data usage post which
the customers will be charged 1p/kb.
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We have been quite impressed the way Tata Docomo have
gone about their innovative pricing models as well as marketingstrategies.
“Per Character” SMS Pricing
On 8th September 2009, the GSM branch of the Indian carrier
Tata introduced a novel pricing strategy for text messaging. Under the
brand “Diet-SMS“, Tata-DOCOMO bills its customers “by-the-character”, rather than on a per message basis.
It is a very attractive marketing scheme, since many wireless
subscribers, almost by habit, tend to pepper their text messages with
abbreviations and acronyms.
Under the new plan, Tata-Docomo charges “one paisa per
character”. For example, a text which reads “tnx” (for “thank -you”)
is charged at 3paise instead of the normal sms charge.
The Impact
Tata Docomo has gathered significant market share, owing to its
pricing strategies.
Existing mobile operators are matching the price and the clear
winners are the subscribers since all the competition is sending the
prices downhill.
Tata Docomo pricing strategy.
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ADVERTISING MEDIA CHANNELS
India Tata Docomo, the youngest among telecom players
in India to offer GSM, is Presently banking on its services to garner
visibility and a share in the telecom pie. The launch of Tata Docomo
also announced the intention of the brand to associate with the thought
'do'. Tata Docomo, for the first time in the country, offered pay-per-
second billing; though other telecom providers have followed suit
since. The company has carried out a few adverts that highlight the
brand's unique features and some other topical advertising during
Ganesh Chaturthi and Diwali. The latest from the GSM provider is the
'Friendship Express' TVC. The ad opens inside train, where everyone
is doing their own thing. A couple of the travelers don't like the
solemn mood and start humming the Docomo tune. Slowly and
steadily, others pitch in and soon most of the train is singing along.
The ad ends with the super, 'Why walk alone when we can dance
together'.
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Tata Docomo launched „ Keep it Simple‟ campaign with
Rabir Kapoor!
Cutting through the clutter that the Indian telecom landscape
finds itself in with customers forced to jostle with confusing and
complicated products, services and tariff plans Tata DOCOMO is
„Doing the New‟ again, with the launch of its new brand campaign,
aptly titled „Keep It Simple‟. Tata DOCOMO‟s unique Keep I t Simple
Campaign is in a form of a stand-up comedy show with many
episodes, which will be aired during the course of this IPL season. It
focuses largely on how Tata DOCOMO simplifies the telecom
experience, and hence the consumer‟s life, by providing differentiated
products and services. Each individual advertisement starts by
illustrating a complexity in the category, and presents the Tata
DOCOMO product and/or service as a means of simplifying things.
This campaign is simple, captures the various moods of Ranbir
depicting those of Tata DOCOMO
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Advertisement strategy
Tata DOCOMO ropes in Ranbir Kapoor as brand ambassador
NEW DELHI: Tata Docomo, the GSM brand of Tata Teleservices
(TTSL), today appointed Bollywood star Ranbir Kapoor as its brand
ambassador.
The company has inked a two-year contract with Kapoor and
will roll out various televisions, print and outdoor campaigns with the
actor, starting with the upcoming Indian Premier League (IPL)
tournament.
"We think Tata Docomo is an inspirational brand and so is
the charm and personality of Ranbir Kapoor, so it is a great match.
We will leverage him in various campaigns to build the brand
further," TTSL Head Corporate Marketing Gurinder Singh Sandhu
told PTI.
Tata DOCOMO will undertake various marketing initiatives
with Ranbir Kapoor, including television commercials, print
campaigns, outdoors and retail front displays, he added.
The company will introduce its new campaign during theIPL tournament, which kicks off on April
According to media analysts, Tata Docomo is expected to
spend in excess of Rs 50 crore for the 360-degree campaign during the
IPL season.
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Other telecom operators like Bharti Airtel, Idea Cellular
and Reliance Communications have also appointed Bollywood starsas their brand ambassadors.
While Airtel has worked with Shahrukh Khan, Saif Ali Khan
and Kareena Kapoor, Idea Cellular has Abhishek Bachchan as its
ambassador. Reliance Communications has worked with Hrithik
Roshan.
Vodafone, on the other hand, has found success with its
'Zoozoos', the egg shaped cartoon characters featured in its ad
campaign.
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CALL RATES:
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Market Competitors of Tata Docomo:
Airtel
Reliance Communication
BSNL
Idea
Aircel
Vodafone
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SERVICES & NETWORK AVAILABLE
Currently, Tata Docomo mobile services available
in these following circles:
Bihar & Jharkhand
Tamil Nadu
Orissa
Andhra Pradesh
Karnataka
Kerala
Kolkata
Maharashtra & Goa
Madhya Pradesh
Chhattisgarh
Haryana
Chennai
Eastern Uttar Pradesh
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Western Uttar Pradesh
Punjab
Rajasthan ,Recently Launched Aand Rest of West Bengal,
Recently Launched.
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PLANS
Tata DOCOMO Daily Plans.
When every day is different,
why have a fixed plan? A
brand new day calls for a
brand new plan. Choose
from Daily plans on local,
STD, Night calling, GPRS
& Music and make your
own Daily Plan.
Benefits:
Anytime purchase
Minimal cost
Ease of process
How to subscribe:
Dial *141# and choose from Daily plans on local, STD, Night calling,
GPRS & Music.
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Product options:-
Daily Rental Packs (Rs.2)
All local at 1p/2sec
STD at 3p/4sec
Local Night On-net at 1p/10sec
Local On-net at 1p/6sec
USA/Canada & UK(F) at 3p/sec
Gulf at 11p/sec
All local & National SMS at 1p
Weekly Rental Packs (Rs.10)
All local at 1p/2sec
STD at 3p/4sec
Local Night On-net at 1p/10sec
Local On-net at 1p/6sec
USA/Canada & UK(F) at 3p/sec
Gulf at 11p/sec
All local & National SMS at 1p
Talk More
30 local minutes @ Rs.5 on
Tata DOCOMO Network.
30 local minutes @ Rs.12 across
Networks.
30 local/National minutes @ Rs.14
10 Local/National minutes @ Rs.5
Night Talk
Now converse through the night.
60 Free Local Night minutes on
Tata DOCOMO Network.
30 Free local On-net minutes @ Rs.3
20 Free local minutes @ Rs.5
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a. GPRS
10MB Free Browsing @ Rs.5 only.
World Calling
10 minutes to USA/Canada @ Rs.20
5 minutes to USA/Canada @ Rs.10
a. Entertainment
15 minutes FREE music @ Rs.5
a. Cricket
Cricket Alerts @ Rs.5/day
Terms and Conditions:
Daily implies active till 12 midnight on the same day of pack
activation. Ex: A subscriber activated the pack on 25th
Feb'10 then the
pack with daily validity will expire at midnight of 25th
Feburary'10#.
In case on night packs the expiry of the pack will be 7 am of the nextday of activation of the pack. Ex: A subscriber activated the night
pack on 25th
Feb'10 then the pack with daily validity will expire at 7
am of 26th
Feburary'10#.
The pack will get activated maximum within 2 hrs of request receipt
on the system. You will get an automated confirmation SMS once the
same is configured on our systems. You can activate multiple packs in a day.
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Pay Per Site Packs:-
Pay Per Site Type MRP(Rs.) Validity
(Days)
GPRS free
Usage
Combo Packs
Mail Combo Mail 25 30 500MB
„Social Networking
Sites‟ Combo
SNS 25 30 500MB
Mail Packs
Gmail+GTalk Mail 10 30 200MB
Rediffmail Mail 10 30 200MB
Yahoo Mail
+
Yahoo Messenger
Mail 10 30 200MB
'Social Networking Sites‟ Packs
Facebook SNS 10 30 200MB
Twitter SNS 10 30 200MB
LinkedIN SNS 10 30 200MB
Orkut SNS 10 30 200MB
Nimbuzz SNS 10 30 200MB
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SMS offers:
Pay for the First 3 Local SMS everyday and get the next 150 Local
SMS free for the day
Pay for the First Local/ National SMS everyday and get the next 100
Local/ National SMS free for the day
Pay for the First 3 Local SMS everyday and get the next 750 Local
SMS Free for day Pre-STD, ISD and National Roaming without
rental.
Automatic alerts when your Balance is Low.
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Competitor Analysis The competition has intensified the past few months with
new players and schemes coming in. There has never been a better
time for the customer to get a mobile phone connection
There are at least six if not more operators to choose from in
ever circle. In June 09, TATA DOCOMO broke the old system of
tariff by introducing per second billing system. As soon as they did
this, the other followed suit with price cuts everywhere. Suddenly the
idea of calls being free was not so outrageous. The prices were
reduced to such an extent that the viability of the business was in
questions. The competitive environment of TATA DOCOMO can be
looked at from the following perspectives
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Market share
The government issued fresh licenses in 2008.As a result
of this the market gets crowded though incumbents still hold larger
market shares are shown above. However a point to note is that the
new players have lower entry costs with very deep pockets. They also
have no legacy issues like the older players and hence are more adept
to changes market situations. The cost of infrastructure has reduced
dramatically due to the market growth and DOCOMO had an
advantage here.
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MARKET CAPITALISATION:
As profits margins are becoming thin, the market capitalization
of listed telecom companies has fallen. Though there have been some
signs of recovery
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Airtel vs Tata Docomo
The equal competitors are coming up with their new tariffs, plans,
special packs and their varying services to prove themselves to be
much competitive and trying to anchor them firmly in this mobile
sector.
Currently the Tata Docomo came up with its services with an all new
tariff scheme of pay per second which has brought out a massive
revolution in the market.
On 30th Oct the leading mobile service provider Bharti Airtel
launched their much awaited “Pay per Second” tarif f all throughout
India. The tariff comparison with Airtel and TATA Docomo is as
follows,
Airtel with its inception on 2001 renders number of customers buttheir tariff, call rates to different network makes confusion and
remains unstable. But Docomo‟s 1p/sec throughout India makes
consumers to keep track of their account and controls expenses.
Airtel has kept different SMS charges even in their Pay Per Second
plan with local sms being charged at Re.1 and National sms at
Rs.1.50, whereas Docomo introduced SMS charges based on thenumber of characters. No recharges are needed to opt for per second
calling after one year.
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Package activation of Airtel ranges from Rs.64 to Rs.99 and varies
from circle to circle. Docomo‟s does not charge anything extra for activating the per second pack since the tariff plan by default is on per
second basis.
The Airtel tariff calculation is hard ranging from 1p/sec to 1.2p/sec ,
but 20% higher to other operators whereas A2A calls are kept at
1p/sec and that to other operators are charged at 1.2p/sec. But Tata
Docomo is offering a limited period offer of STD calls at 1p/sec.
But Airtel is older than Docomo so it has compact network links than
Docomo , so this is the place where Docomo has to establish itself.
Meanwhile it is found that Docomo with both GSM and
CDMA network added over „4 million‟ subscribers in September,
beating market leader Bharti Airtel yet again. Airtel had 2.5 million
new users in September.
The battle has just begun as new operators are still to join the war.
Do have your say what you edict is going to be ?
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STUDY OF TATA DOCOMO
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SWOT ANALYSIS
STRENGTH
WEAKNESS
OPPORTUNITIES
THREATS
STRENGTHS:
First to introduce seconds‟ tariff plan (seconds pulse)
Good brand image of Tata services
Having large variety of plans
Plans are affordable by any common person.
WEAKNESS:
Signal strength.
Postpaid connections are not available as of now.
Customer services are not satisfactory.
Concentrating only on rural areas.
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OPPORTUNITIES:
Have a great opportunity to expand its services.
To introduce any new plans for internet users.
Introduce 3G compatible services.
To introduce new combined plans like, SMS, Internet, Calling
integrated offers.
THREATS:
If signal strength is not increased it may lead to change in the
network service by the customers.
Tata has to clarify whether this 1ps/sec will continue till its
lifecycle.
Heavy competition from all other network providers.
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STUDY OF TATA DOCOMO
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PRESENTATION, ANALYSIS AND
INTERPRETATION OF DATA
Q.1) Are you using mobile?
ANSWERS NO.OF
RESPONDENTS
PERCENTAGE%
a YES 192 96
b NO 8 4
Interpretation
The above graph shows that 96.5%people are using mobile and
3.5% people are not using mobile.
96%
4%
Respondents
Yes
No
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Q.2) Does it really matter whether you go for GSM or
CDMA?
ANSWER NO.OF
RESPONDENTS
PERCENTAGE
%
a YES 167 83.5
b NO 33 16.5
Interpretation
The above graph shows that people are more concerned about the
technology they are using.83.5% users are concerned about
technology. And 16.5% users have no concern from that.
Yes
84%
No
17%
Respondents
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Q.3) How would you rate the voice clarity of your GSM
mobile connection?
ANSWER NO.OF
RESPONDENTS
PERCENTAGE
%
a Excellent 32 16
b Good 113 56.5
c Average 43 21.5
d Bad 9 4.5
e Worst 3 1.5
Interpretation
The above graph shows the rating given by GSM mobile users to
the voice quality.16% GSM users are delighted with quality and
56.5% users are satisfied with that.
0%
10%
20%
30%
40%
50%
60%
Excellents Good Average Bad Worst
Respondents
Respondents
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Q.4) How would you rate network coverage strength on
GSM mobile connection?
Interpretation
The above graph depicts the coverage strength experienced by the
GSM users. GSM users are getting better coverage strengths. 46.5%
GSM users are highly satisfied with network coverage. 31.5% users
are satisfied, 5%are not satisfied with that.
46.50%
31.50%
17%
5%0%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
Excellent Good Average Bad Worst
Respondents
ANSWER NO.OF
RESPONDENTS
PERCENTAGE %
a Excellent 93 46.5
b Good 63 31.5
c Average 34 17
d Bad 10 5
e Worst 0 0
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Q.5) How would you rate supplementary facilities like
call wait, call hold, call forward, call divert, call
conference on GSM mobile connection?
ANSWER NO.OF
RESPONDENTS
PERCENTAGE
%
a Excellent 48 24
b Good 76 38
c Average 68 34
d Bad 8 4
e Worst 0 0
24%
38%34%
4%0%
0%
10%
20%
30%
40%
Excellent Good Average Bad Worst
Respondents
Interpretation
The above graphs shows the satisfaction level of GSM mobile users
.24% users are highly satisfied, 38% are satisfied, 34% are find it average
and 4% are dissatisfied with supplementary services offered to them.
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Q.6) How would you rate the Internet connectivity and
data transfer service on GSM?
30%
38.50%
22.50%
36.50%
2.50%
0%
10%
20%
30%
40%
50%
Excellent Good Average Bad Worst
Respondents
ANSWER NO.OF
RESPONDENTS
PERCENTAGE
%
a Excellent 60 30
b Good 77 38.5
c Average 45 22.5
d Bad 13 36.5
eWorst 5 2.5
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Interpretation
Still many people are not aware of internet services offered to
them by their services provider .GSM users are more satisfied with the
internet and data services offered to them then other competitors. 30%
users are highly satisfied, 22.5% are found it average, and 36.5% are
not satisfied with that.
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Q.7) How would you rate security and confidentiality
regarding call theft on GSM mobile connection?
12.50%
39.50%37.50%
8%
2.50%
0.00%5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
Ewcellent Good Average Bad Worst
Respondents
ANSWER NO.OF
RESPONDENTS
PERCENTAGE
%
a Excellent 25 12.5
b Good 79 39.5
c Average 75 37.5
d Bad 16 8
e Worst 5 2.5
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Interpretation
The above graph shows that security and confidentiality regarding
call theft on GSM mobile connection is good as number of
respondents consider it at satisfactory level. 39.5%users find it good,
37.5% users find it average, and 8% users find it not at satisfactory
level.
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STUDY OF TATA DOCOMO
R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
Q.8) How would you rate dual personal and business
number facility on GSM mobile connection?
Interpretation
Although 10% find it excellent but 42% users find it good, 36.5%
users find it average, 9.5% find it bad and 2% find it not satisfactory.
10%
42%
36.50%
9.50%
2%
0%
10%
20%
30%
40%
50%
Excellent Good Average Bad Worst
Respondents
ANSWER NO.OF
RESPONDENTS
PERCENTAGE %
a Excellent 20 10
b Good 84 42
c Average 73 36.5
d Bad 19 9.5
e Worst 4 2
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R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
Q.9) How would you rate tariff rate of your Tata Docomo
prepaid connection?
ANSWER NO.OF
RESPONDENTS
PERCENTAGE
a Excellent 15 7.5
b Good 65 32.5
c Average 85 42.5
d Bad 25 12.5
e Worst 10 5
Interpretation
7.5% Tata Docomo mobile users find it excellent, majority of
users 42.5%find it average, 12.5% are not satisfied with it.
7.50%
32.50%
42.50%
12.50%
5%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
Excellent Good Average Bad Worst
Respondents
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R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
Q10.) How would you rate STD tariff plans of Tata
Docomo communication?
Interpretation
The above graph shows that 37.5% respondents are delighted
with the STD tariff plans. 42.5%are satisfied with that.17.5% find it
average and 205% are not satisfied with it.
37.50%42.50%
17.50%
2.50%0%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
Excellent Good Average Bad Worst
Respondents
ANSWER NO.OF
RESPONDENTS
PERCENTAGE
%
a Excellent 75 37.5
b Good 85 42.5
c Average 35 17.5
d Bad 5 2.5
e Worst 0 0
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R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
Q.11) How would you rate the customer care service of Tata
Docomo mobile connection?ANSWER NO.OF
RESPONDENTS
PERCENTAGE
%
a Excellent 17 8.5
b Good 35 17.5
c Average 74 37
d Bad 46 23
e Worst 28 14
Interpretation
When I asked the customers of Tata Docomo about the services
of Tata Docomo customer care 17% said that it is excellent. And most
of customers find it average. Some of them said they are not satisfied
with their services.
8.50%
17.50%
37%
23%
14%
0.00%
10.00%
20.00%
30.00%
40.00%
Excellent Good Average Bad Worst
Respondents
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R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
Q.12) According to you what is the biggest strength of
GSM mobile?
ANSWER NO.OF
RESPONDENTS
PERCENTAGE
%
a Voice
clarity
62 31
b Cheaper
internet
facilities
with less
expensive
handsets
56 28
c Cheaper handset
with more
features
48 24
d Less
chances of
handset
theft
34 17
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R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
Interpretation
Majority of GSM users consider good voice clarity as the biggest
strength of GSM. According to 17% of users lesser chances of handset
theft is the biggest strength of GSM.24% of users say that cheaper
handset with more features make GSM a popular choice.
31%
28%
24%
17%
0%
5%
10%
15%
20%
25%
30%
35%
Voice clarity Cheaper internet
facilities with less
expensive handsets
Cheaper handset with
more features
Less chances of
handset theft
Respondents
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R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
Q13) According to you what is the biggest weakness of GSM
mobile?
ANSWER NO.OF
RESPONDENTS
PERCENTAGE
%
A Less flexibility of
changing service
provider
79 39.5
b International
roaming very
limited
121 60.5
Interpretation
The majority of users said that the biggest weakness of GSM is
the limited international roaming facility.
39.50%
60.50%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Less flexibility of changing
service provider
International roaming very
limited
Respondents
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R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
Q14) Based on your experience with GSM technology are you
likely to recommend GSM technology to your friends andrelatives who may be planning to purchase a new mobile?
ANSWER NO.OF
RESPONDENTS
PERCENTAGE
a Yes 89 44.5
b No 41 20.5
C Can‟t say 70 35
Interpretation
44.5% users will like to recommend the GSM technology to their
friends and relatives.20.5% users would not recommend it to their
friends, and 35% are not sure for that.
44.50%
20.50%
35%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
Yes No Can't Say
Respondents
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R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
Q15) Is Tata Docomo prepaid voucher easily available at retailer
outlet?
ANSWER NO.OF
RESPONDENTS
PERCENTAGE
a Yes 102 51
b No 46 23
C Sometimes
not
available
52 26
Interpretation
Majority of respondents 51% found prepaid voucher easily
available at retail outlet, 23% say that it is not easily available, and
26% found it not available at sometimes.
51%
23%26%
0%
10%
20%
30%
40%
50%
60%
Yes No Sometimes not available
Respondents
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R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
Q16.) How would you rate international roaming facility on GSM
mobile connection?
ANSWER NO.OF
RESPONDENTS
PERCENTAGE
%
a Excellent 15 7.5
b Good 44 22
c Average 50 25
d Bad 56 28
e Worst 35 17.5
Interpretation
Majority of people find international roaming facility is not
satisfactory.22% find its good 28% find it‟s not satisfactory.
7.50%
22%25%
28%
17.50%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
Excellents Good Average Bad Worst
Respondents
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R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
Q.17) Information about TATA DOCOMO is through?
68%
5%
27%
Respondents
Media
Family
Friends
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R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
Q18) Attractiveness of customers towards TATA DOCOMO.
92%
8%
Respondents
Yes No
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R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
Q.19) Opinion regarding tariff plan offered by TATA DOCOMO.
Excellent
77%
Good
20%
Average
3%
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R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
Q.20) Opinion towards paisa/second pulse.
60%
27%
8% 5%
Respondents
Stongly Satisfied Satisfied Dissatisfied Strongly Dissatisfied
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R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
Q.21) Suggest others to take TATA DOCOMO.
90%
10%
Respondents
Yes No
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R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
Q.22) Connectivity of TATA DOCOMO.
43%
30%
27%
Respondents
Excellents Good Average
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R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
Q.23) Awareness of TATA DOCOMO.
75%
25%
Respondents
Yes No
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R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
FINDINGS
It is found that TATA Teleservices is the first company to launch
prepaid 1 pec. p/sec. services in the country.
The call rates are found to be at par with the other competitors.
The availability of the recharge voucher was found good. But some
time it is not available.
Most of the respondents found the customer care service is not
satisfactory.
Nearly all the respondents told that Quick Problem Solving is
desirable quality in the customer care Executives.
The queries and problem of the customer were solved but not
immediately, there is a scope for improvement.
More stress was given on customer acquisition then satisfying the
Existing customers.
While conducting a survey it was found that still many people are not
aware of the term GSM and CDMA even they basic difference
between them.
The voice clarity of GSM is better than CDMA. When CDMA phones
are near any digital or magnetic instrument the poor crack due to
interference and also cross connection problems are faced by some of
the users.
GSM users are satisfied with good coverage strength anywhere.
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R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
Many people who are interested in internet connectivity and data
transfer services get attracted to GSM. As internet connectivity anddata transfer is cheaper with GSM.
It is found that international roaming facility is not so good as it
should be.
Supplementary facilities like call wait call forward, call hold, call
divert, call conference is satisfied the users.
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R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
Recommendations
The availability of recharge voucher should be made available when
required by the customers. As this give the good impression about the
company.
The network coverage is another asset for the company‟s image,
which needs to be preserved in future.
The overall image of the customer care services was found to be good
but with some loopholes related to delays in problem solving.
The company should be more prompt in handling the queries and
problem of the customer, which is vary essential for the prepaid card
so as to retain the customers with the company in future.
The customer care executives should be more efficient in handling the
customer and also more friendly and polite their conversation, while
dealing with the customer.
After sales service is required to be maintained properly, which is not
up to the mark
Call rates is affordable so it should be maintained at this level.
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R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
Many people are using mobile, but majority of them are not aware of
the technology they are using. Many tines it happens that a persondoesn‟t know which technology satisfied his need. Hence awareness
should be created among them regarding advantages and differences
in the technology.
Supplementary facilities like call wait, call forward, call hold, call
divert, call conference should be made more effective to attract
customers.
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R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
CONCLUSION
After analysis and interpretation of the data it can be
concluded that Tata Docomo is providing a broad range of various
schemes ranging from international calling to hello tunes. This is the
critical factor to attract various customers. Wide range of schemes is
also leading to increase in number of customers with rapid pace for
Tata Docomo.
Tariff charges introduced by the Tata Docomo are found to
be cheaper than other services. Tata Docomo has emerged as a giant
killer due to their tariff plans and heading towards the position of
dominator.
Tata Docomo is providing some unique features and services
like pay per second, SMS per character, pay per site plans that are
making them being different from their competitors.
Awareness of the Tata Docomo is spreading widely among
people due to their promotional activities. Buyers are now insisting
for cheaper plans or threatening to opt out.
Majority of the customers are satisfied with the services of
the Tata Docomo and they are not ready to switch on to other service
providers.
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R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
ANNEXURE
Questionnaire
Personal details:
Name:
Address:
Occupation:
Gender: Male ( ) Female ( )
Q.1) Are you using mobile?
a) Yes b) No
Q.2) Does it really matter whether you go for GSM or CDMA?
a) Yes b) No
Q.3) How would you rate the voice quality of your GSM mobile
connection?
a) Excellent b) Good
c) Average d) Bad
e) Worst
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R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
Q.4) How would you rate network coverage strength on GSM
mobile connection?
a) Excellent b) Good
c) Average d) Bad
e) Worst
Q.5) How would you rate supplementary facilities like call wait,
call hold, call forward, call divert, call conference on GSM mobile
connection?
a) Excellent b) Good
c) Average d) Bad
e) Worst
Q.6) How would you rate internet connectivity and data transfer
service on GSM?
a) Excellent b) Good
c) Average d) Bad
e) Worst
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Q.7) How would you rate security and confidentiality regarding
call theft on GSM mobile connection?
a) Excellent b) Good
c) Average d) Bad
e) Worst
Q.8) How would you rate dual personal and business number
facility on GSM mobile connection?
a) Excellent b) Good
c) Average d) Bad
e) Worst
Q.9) How would you rate tariff rate of your Tata Docomo prepaid
connection?
a) Excellent b) Good
c) Average d) Bad
e) Worst
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Q.10) How would you rate STD tariff plans of Tata Docomo
communication?
a) Excellent b) Good
c) Average d) Bad
e) Worst
Q.11) How would you rate the customer care service of Tata
Docomo mobile connection?
a) Excellent b) Good
c) Average d) Bad
e) Worst
Q.12) According to you what is the biggest strength of GSM
mobile?
a) Voice clarity
b) Cheaper internet facilities with less expensive handsets
c) Cheaper handsets with more features.
d) Less chances of handset theft.
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Q.13) According to you what is the biggest weakness of GSM
mobile?
a)Less flexibility of changing service provider.
b)International roaming very limited.
Q.14) Based on your experience with GSM technology are you
likely to recommend GSM technology to your friends and
relatives who may be planning to purchase a new mobile?
a) Yes b) No c) Can‟t say
Q.15) Is Tata Docomo prepaid voucher easily available at retailer
outlet?
a) Yes
b) No
c) Sometimes not available
Q.16) How would you rate international roaming facility on GSM
mobile connection?
a) Excellent b) Good
c) Average d) Bad
e) Worst
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Q.17) Introduction about Tata Docomo is through
a)Family b)Friends c)Media
Q.18) Attractiveness of customers towards Tata Docomo
a) Yes b)No
Q.19) Opinion regarding tariff plan offer by TATA DOCOMO.
a) Average
b) Good
c) Excellent
Q.20) Opinion towards paisa/second pulse
a) Satisfied b) Strongly
c) Dissatisfied d) strongly dissatisfied
Q.21) Suggest others to take Tata Docomo
a) Yes b) No
Q.22) Connectivity of Tata Docomo
a) Excellent b)Average c)Good
Q.23) Awareness of Tata Docomo
a) Yes b) No
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WEBLIOGRAPHY:
www.tatadocomo.com
www.mobilenetwork.com
www.divein.tatadocomo.com
www.fonearena.com
BIBLIOGRAPHY:
Digit (monthly magazine)
Times Of India
Hindustan Times