INTRODUCTION AND HISTORY OF COMPANYTATA DOCOMO is Tata Teleservices Limited's (TTSL) telecom service on the GSM platform-arising out of the Tata Group's strategic alliance with Japanese telecom major NTT DOCOMO in November 2008. Tata Teleservices has received a pan-India license to operate GSM telecom services, under the brand TATA DOCOMO and has also been allotted spectrum in 18 telecom Circles. TTSL and has already rolled out its services in various circles.The name DoCoMo is officially an abbreviation of the phrase, "do communications over themobile network", and is also from acompound worddokomo, meaning "everywhere" in Japanese.The launch of the TATA DOCOMO brand marks a significant milestone in the Indian telecom landscape, as it stands to redefine the very face of telecoms in India. Tokyo-based NTT DOCOMO is one of the world's leading mobile operators-in the Japanese market, the company is clearly the preferred mobile phone service provider in Japan with a 50 per cent market share.On 5 November 2010, Tata DOCOMO became the first private sector telecom company to launch3Gservices in India. Tata DOCOMO had about 42.34 million users at the end of December 2010. NTT DOCOMO has played a major role in the evolution of mobile telecommunications through its development of cutting-edge technologies and services. Over the years, technologists at DOCOMO have defined industry benchmarks like 3G technology, as also products and services like the i-modeTM, mobile payment and a plethora of lifestyle-enhancing applications. Today, while most of the rest of the industry is only beginning to talk of LTE technology and its possible applications, DOCOMO has already started conducting LTE trials in physical geographies, not just inside laboratories!DOCOMO is also a global leader in the VAS (Value-Added Services) space, both in terms of services and handset designs, particularly integrating services at the platform stage. The Tata Group-NTT DOCOMO partnership will see offerings such as these being introduced in the Indian market under the TATA DOCOMO brand.TATA DOCOMO has also set up a 'Business and Technology Cooperation Committee, comprising of senior personnel from both companies. The committee is responsible for the identification of key areas where the two companies will work together. DOCOMO, the world's leading mobile operator, will work closely with the Tata Teleservices Limited management and provide know-how on helping the company develop its GSM business.

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.

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

IndustryTelecommunications

FoundedNovember 2008

HeadquartersNew Delhi,NCT, India

Area servedIndia

ServicesMobile network,Fixed Wireless Telephone,USB Internet Dongle

ParentTata Teleservices(74%)NTT DoCoMo(26%)(joint venture)

Websitewww.tatadocomo.com

(Table 1)

About A Star Enterprises (Authorised dealers of Tata Docomo)A Star Enterprises under the proprietor Mr Navjeet Singh is working with Tata Docomo from 1 Year. They got Distribution ship of Tata Docomo in July 2012 and started working from August 2013. Astar Enterprises is one of the top distributors in Punjab Zone.

ABOUT TELECOM SECTOR IN INDIA:More 150 million (Approx) telephones network is one of the largest communication networks in the world, which continues to grow at a blistering pace. The rapid growth in the telecom sector can be attributed to the variouspro-activeand positive policy measures taken by the government as well as the dynamic and entrepreneurial spirit of the various telecom service providers both in private and public sector. The telecom sector has shown impressive growth during the past decade. Today more two striking features of this growth VIZ. Increasing preference for mobile phones and higher contribution of private sector in the incremental growth havepre-dominatedthe telecom sector. The share of mobile phones (including WLL mobiles.) has overtaken the shares of landlines with 93% (Approx) in the total number of phones. The private sector contribution also increasing rapidly. Currently more than 80 lakhs phones are being used added each month and it is targeted that by the total number of phones may reach a level of 700 millions taking thetele-densityto more than 60% which is currently at 55% (Approx).

Network Expansion:The total number of telephone subscribers has reached 563.24 million at the end of February as compared to 281.62 million. The overalltele-densityhas increase to 71.26% in February.Wireless services:The wireless segment saw a surge of 17.4 million subscribers last month compared to 8.20 million in December 2012. This pushed the total wireless subscribers base to 680.8 million by January.Wireless Subscribers:The wire line segment subscriber base stood at 99.73 million with a decrease of 0.16 million at the end of January.Teledensity:The gross subscribers base reached 600.83 million at the end of March. The tele- density is 24.63% at the end of January as compared to 18.31% at the end of March registering an increase 0f 6%.Increasing role of Private Sector:The private sector has played a significant role in the growth of telecom sector. The share of private sector has rise 85% in December from 64.14% in November.Tariff rebalancing measures:There has been a dramatic fall inconsiderably in recent months especially for cellular services. The long distance domestic as well as international charges have also fallen considerably.Telecom Regulatory Authority of India (TRAI):TRAI was established under the Telecom Regulatory Authority Of India Act, 1997 enacted on March 28, 1997. The goals and objective of TRAI are focused towards providing a regulatory framework that facilitates achievement of the objective of New Technology Policy (NTP) 1999. TRAI has endeavoured to encourage greater corporation in the telecom sector together with better quality and affordable prices.

CORPORATE PHYLOSIPHY With the aim of creating a new world of communications culture, TATA DOCOMO devote all the skills, know-how and energy towards the establishment of more "personal communication" with customers that contribute to their heartfelt satisfaction. A New World of Communications Culture More personal communication (Fig.1- Corporate philosophy of Docomo) Reliable access E-communication One-to-one personal This gives birth to a new world of communications culture Freedom to enjoy communications anytime, anywhere with anyone Opening of endless lifestyle horizons

To achieve this In order to create a world of more innovative and enriched communications, docomo is improving service quality; aggressively move forward with the development of various services. Tata Docmo will also research and develop a more advanced user-friendly communications interface, and at the same time we will provide these services and technologies to an ever expanding area.

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

To achieve this First and foremost, we will fulfil expectations of customers by fulfilling our response to their needs through improved service quality, building original networks, enriching functionality and expanding the service area. In addition, by providing an expanding and ever-improving selection of services at inexpensive rates, we will deliver satisfaction to a growing diversity of customers.

Employees satisfaction: Making the most of the talents of each individual in our company. Respect for the individuality and sense of values that are unique to each person. Enable internal corporate communication to flow free from vertical and horizontal organizational barriers. Make the most of the ideas of each individual. Foster a corporate culture that is not restricted by conventional thinking and systems. Create a creative office environment that supports the fulfillment of the individual. Fostering an "open" corporate culture that welcomes the ideas and views of the individual. Evaluate personnel based on their merits. Build a company that overflows with a challenging spirit. By improving system and programs for the enhancement of human resources and unifying our human resource development, Tata Docomo empowers each individual to exert their skills to the utmost of their capabilities and discover new potential. At the same time, they strive to create a workplace that motivates individuals through measures such as improvement of the working environment and labour conditions and enhancement of health and welfare benefits.

VisionTata Docmo leverage its strength in executing complex global scale projects to make leading edge information and communication services affordable by all individual consumers and business in India. Tata Docomo also offers unparalleled value to create customer delight and enhance business productivity. They also generate value for their capabilities beyond Indian borders while enabling millions of Indias knowledge workers to deliver their services globally.

STATISTICS Third largest telecom network in the world. Largest operator in INDIA is BSNL. INDIAS mobile market is the fastest growing market in the world. Worlds leading Japan based Telecom Company. Over the years technologies of DOCOMO has defined industry bench marks like 3G technology. It is the global leader in value added services. TATA telecom Incorporated in 1996. Tata Teleservices is the pioneer of the CDMA 1x technology platform in India. Deep involvement in the launch of 3G has inspired us to create an infrastructure that will allow people and all kinds of objects to communicate a wealth of information. Extended systems will link the home, the office and any number of other locations to bring greater convenience to all aspects of everyday life. For the future, it is our aim to incorporate information gathered by all five senses to achieve an array of services far beyond anything envisaged to date. NTT DOCOMO is already making rapid progress in such areas through a wide range of innovative research, building expertise and techniques as we move forward towards exciting new business opportunities. Telecom industry in India is dominated by major companies like Airtel, Vodafone in GSM services. Competition is very intense due to low differentiation. India ended March this year with 391.76 million mobile lines and tele density is around 36.98. According to national research, Airtel enjoys 33.9%, Idea 11.6% Vodafone 19.6 and Tata CDMA has 7.2% of market share respectively.

AVAILABILITY OF TATA DOCOMO SERVICES:Tata DoCoMo mobile services are available in the following telecom circles: StateCDMA2G3G

Madhya Pradesh

Maharashtra&Goa

Mumbai

Andhra Pradesh

Bihar&Jharkhand

Gujarat

Haryana

Himachal Pradesh

Karnataka

Kerala

Kolkata

Orissa

Punjab

Rajasthan

Tamil Nadu

Chennai

Uttar Pradesh (East)

Uttar Pradesh (West)

West Bengal

Assam

North-East

Jammu and Kashmir

Delhi

(Table 2- Availability of Tata Docomo Services)With effect from 17 June 2013, Docomo does not offer postpaid services, on both CDMA and GSM, in Bihar, Rajasthan and West Bengal (except Kolkata). VARIOUS MARKETING STRATEGIES USED BY TATA DOCOMO:

What do you mean by Market?In marketing, the term market refers to the consumers or organizations that is interested in the product, has the resources to purchase the product, and is permitted by law and other regulations to acquire the product. The market definition begins with the total population and progressively narrows.A public place where buyers and sellers make transactions, directly or via intermediaries. Also sometimes means the stock market

What do you mean by Strategy?Strategy is a long term course of action through which an organization relates itself with the environment so as to achieve its objective.Strategy is the direction and scope of an organization over thelong-term;which achieves advantage for the organisation through its configurations of resources within a challenging environment, to meet the need of market s and to fulfil stakeholders expectations.Strategy is an action that managers take to attain one or more of the organization goals. Strategy can also be defined as a general direction set for the company and its various components to achieve a desired state in the future. Strategy results from the detailed strategic planning process.What do you mean by Marketing Strategy?A marketing strategy is a process or model to allow a company or organization to focus limited resources on the best opportunities to increase sales and there by achieve a sustainable competitive advantage.A strategy that integrates an organizations marketing goal into a cohesive whole. Ideally drawn from market research, it focuses on the ideal product mix to achieve maximum profit potential. The marketing strategy is set out in a marketing plan.A marketing strategy is a process that can allow an organisation to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.

DOCOMOS STRATEGIES: The strategies used by Docomo to acquire market are-SEGMENTING, TARGETING DIFFENTIATED MARKETING AND POSITIONING.Segmenting:1. Geographic region.2. Density.3. Social classes & Income level.Targeting:1. Company executives2. Lower, upper,middle incomesegment.Positioning:1, Transparent2. Innovative3. LiberatingHere, Tata docomo has various plans and tariff rates as per the need and requirements of various segmentations, such as corporate plans for business people, night plans, low tariff plans for middle and lower income group, blackberry with their telecom services for middle and high income group.Tata docomo is following full market coverage strategy as they have wide range of offering for the customers i.e. various tariff plans depending upon the segment the customer belongs to for example the charges for the corporate plans are different from that of residential use plants. Differentiated Marketing:For fullmarket-coveragethey are following the differentiated marketing strategies, under which for each market segment there will be different marketing mix for example the charges for corporate plans are different from those of home plans and the feature are also different on the both

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

1. Product: Design Technology Usefulness Convenience Value Quality Packaging Branding Accessories Warranties

2. Price: Strategies Skimming Penetration Psychological Cost-plusloss leader, etc

3. Place: Retail Distributor Mail order Internet Direct sales4. Promotion: Special offers Advertising Endorsement User trials Direct mailing Leaflets/posters Free gifts Competitions Joint ventures

5. People: Employee. Management. Culture. Customer service.

6. Process: Especially relevant to service industries. How are services consumed?

7. Physical Environment: Smart Run-down Interface Comfort Facilities

PRICING STRATEGY:Pricing strategiesforproductsorservicesencompass three main ways to improve profits. These are that the business owner can cut costs or sell more, or find more profit with a better pricing strategy. When costs are already at their lowest and sales are hard to find, adopting a better pricing strategy is a key option to stay viable.They are following differential pricing strategy; they are offering varied tariff plans from which the customers can choose as per their requirements.STRATEGIES:PRODUCTOfferAbasicOfferValueIncreaseIn

product service.added service.number of value

added services.

PRICEChargecost-plusPriceToPrice toMatch

PenetrateorBest

market.competitors.

DISTRIBUTIONBuildselectiveBuildIntensiveBuildMore

distribution.distribution.intensive

distribution.

ADVERTISINGBuildProductBuild awarenessStressBrand

Awarenessinterestin thedifferences and

amongearlymass market.benefits.

adopters.

SALESUse heavy salesIncrease to buildIncreaseTo

PROMOTIONPromotionToAndMaintainencourage brand

Enticepeople torelationship withswitching.

subscribe.customers.

(Table 3-Pricing Strategy of Docomo)

CHATPER 2THEORETICAL FRAME WORK

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

(Figure 2- Hierarchy of Tata Docomo)Details- Total Outlets= 595Transacting Outlets= 335 Non Transacting Outlets= 260

FUNCTIONS OF VARIOUS PEOPLE IN ORGANISATION:

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

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

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

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

Criteria required for Distribution ship in DoCoMo:-

Sr.No.Sole Proprietorship

1Evaluation Sheet (Signed by CSM & ZM)

2Demand Draft Copy

3Demand Draft Original - Named on Tatal Teleservices Ltd, Payable at Chandigarh with Channel Stamp on Backside of Demand Draft

4Bank Certificate

51 Snap

6Identification Proof of Person signing Agreement with TTSL (Self Attested Copy of Passport / Ration Card / Driving Licence/ Voter ID Card)

7PAN Card

8VAT Certificate

9Service Tax

10Application form from Distributor regarding Distributorship

1149 Pages Agreement with Stamp & Sign on all pages and additional stamp sign as per the attachment (on normal paper)

12Payout & Amendment Policy (TTSL Letter Head)

13Clawback Policy (3 Pages)

14Indemnity Bond on Rs. 50 Stamp Paper on Firm's Name (Notarised Attested) (While taking Print out on Indemnity (Appendix-2), the word "Performa for." should be removed.)

15Schedule C on Rs. 50 Stamp Paper on Firm's Name (Notarised Attested)

16Rs. 25 Stamp Paper on Firm's Name. Following Text to be printed on Stamp Paper.

This stamp paper forms integral part of the Channel partner Agreement executed between M/s Tata Teleservices Ltd. and M/s .. and has been affixed to the Agreement for the purposes of stamp duty.

17Ownership / Possession Proof of Principal Place of Business

17 a.> For Rented Property:- Self Attested copy of Lease Agreement/ Lease Deed/ Rent Deed/ Affidavit coupled with Rent receipt (in case no document is executed and its oral understanding)/ Affidavit coupled with copy of expired lease deed/ Agreement (in case agreement has not been extended further in writing);

17 b.> For Self Owned Property:- Self Attested copy of Sale Deed/ Allotment Letter/ Transfer Letter/ Jamabandi/ Any other document signifying possession/ ownership

18Audited Balance Sheet CA Attested (For last three years)

19IT return for last 3 years

20Bank Account Statement for last 6 month

21Alternate Mobile Number & E Mail address of Channel Partner

(Table 4-Ctriteria for distribution ship)

Sr.No.Partnership Firm

1Evaluation Sheet (Signed by CSM & ZM)

2Demand Draft Copy

3Demand Draft Original - Named on Tatal Teleservices Ltd, Payable at Chandigarh with Channel Stamp on Backside of Demand Draft

4Bank Certificate (Enclosed)

51 Snap of All Partners

6Identification Proof of all Partners (Self Attested Copy of Passport / Ration Card / Driving Licence/ Voter ID Card)

7Firm's PAN Card

8Firm's VAT Certificate

9Firm's Service Tax

10Application form from Distributor regarding Distributorship

1149 Pages Agreement with Stamp & Sign on all pages and additional stamp sign as per the attachment (on normal paper)

12Payout & Amendment Policy (TTSL Letter Head)

13Clawback Policy (3 Pages)

14Indemnity Bond on Rs. 50 Stamp Paper on Firm's Name (Notarised Attested) (While taking Print out on Indemnity (Appendix-2), the word "Performa for." should be removed.)

15Schedule C on Rs. 50 Stamp Paper on Firm's Name (Notarised Attested)

16Rs. 25 Stamp Paper on Firm's Name. Following Text to be printed on Stamp Paper.

This stamp paper forms integral part of the Channel partner Agreement executed between M/s Tata Teleservices Ltd. and M/s .. and has been affixed to the Agreement for the purposes of stamp duty.

17Ownership / Possession Proof of Principal Place of Business

17 a.> For Rented Property:- Self Attested copy of Lease Agreement/ Lease Deed/ Rent Deed/ Affidavit coupled with Rent receipt (in case no document is executed and its oral understanding)/ Affidavit coupled with copy of expired lease deed/ Agreement (in case agreement has not been extended further in writing);

17 b.> For Self Owned Property:- Self Attested copy of Sale Deed/ Allotment Letter/ Transfer Letter/ Jamabandi/ Any other document signifying possession/ ownership

18Partnership Deed

19Authorisation Letter in case of One Authorised signatory

20Audited Balance Sheet CA Attested (For last three years)

21IT return for last 3 years

22Bank Account Statement for last 6 month

23Alternate Mobile Number & E Mail address of Channel Partner

(Table 5- Ctriteria for distribution ship)

(B) Functions of ZBM (Zonal Business Manager)- ZBM controls the whole zone. He is also an employee of company who not only governs Distributors, Retailers and DSEs but CSMs also. He is the highest authority of district. He conveys to company need of market. He analyse data received from company and get the required work done through CSMs.

(C) Functions of CSM (Channel Sales Manager)- CSM is an employee of company to govern the area/distributor appointed to him. He makes sure that Distributors, Retailers and DSEs are working according to company policies. They have to achieve targets assigned to them by company with the help of distributors.

(D) Functions of DSES (Direct Selling Executive) DSEs are the agents of distributors who perform sales and services to retailers on behalf of distributors. To visit and help retailers regarding any problem they are facing. To communicate the schemes and offers for the period are being conveyed to retailers or not. To motivate and Boost the morale of retailers by giving them schemes and offers. To achieve daily target of activations assigned by distributor. To Complete DUAO- Daily Unique Activating Outlets. To give the POP (Point of Purchase) material (posters, hangings, books etc) for advertising to Retailers. To bring CAF (Customer application form) daily for the activations done by their counters. To supply the retailers with all the products they require.

PRODUCT AND SERVICES OFFERED BY TATA DOCOMO- Following are the Services offered by Tata Docomo in Country.(Table 6- Product and Services offered by Tata Docomo)

Out of these A star Enterprises deals with-Internet Services- Photon 3GVoice solution- Docomo Virgin IndicomRecharge facilities- EVD Paper card

MAIN COMPONENTS OF BUSINESS:(A) Targets-- Targets are assigned by company looking at the past performance of the area which distributor holds. Given are the three aspects- Targets for Sims- In Sims there are targets for : MNP(Porting) Tata Docomo Sims, Virgin Sims Indicom Sims Targets for EVD- These targets involve the targets of Primary, Secondary and Tertiary. Targets for Paper card.- Paper card should be 20% of For the month of June targets were assigned by Company as followsGross - VOICE TargetsEVD + Paper

Dist MdnDist NameTDVMIMNPActive Gross3GPrimaryTertiaryPaper Primary

9041701233A Star Enterprises177819815017007053.844.18

Following are the Targets of A Star Enterprises for the month of June-Gross TargetsEVDPrimaryCDMA VoiceCDMA - Data

Dist MdnDist NameVoiceDataActive GrossTertiaryHandsetCDMA DataTranActDUAOActDUAO

9041701233A Star Enterprises9025725.65525245463121

GSM VoiceGSM DataPrimaryRC-9

TranActDUAOActDUAO3GGPRSSmsMin

3252253535270390039001950

(Table 7- Target of June A Star)And this is how target was divided amongst DSEs according to their retailers and experience.DSE NumberTD TargetsVMI TargetsMNP TargetsTotalDuao3GPhoton

769602985360060306906205Dheeraj

869924367629030303505108Sandeep

76961001132504030320582Harmeet

769602480930040303705106Inder

869924239717010151955102Jatin

869917956816818152015122Nishant

Total17781981502126357025

(Table 8- Target distributed among DSEs)HVC- High Value Charge target has been introduced by Tata Docomo to enhance the sale of recharges of high value. Dses are assigned task of sending sms from retailers mobile- HVC to 52291. The target is being assigned by company to the retailer according to their past performance.On achieving the assigned target, retailers get Rs 10 extra on every HVC recharge they do.This has increased the sale of high value recharges and hence giving high profit to retailers as well as distributors.Target Achieved till date report:TD Gross

TD G TgtMTD TgtFTDAch%Age MTD%Age AchRRRCRRLMSDMonth TrendingLM- Exit% Gr

1777.5131973122493%69%69531204164316172%

MNP

MNP G TgtMTD TgtFTDAch%Age MTD%Age AchRRRCRRLMSDMonth TrendingLM- Exit% Gr

15011104843%32%132886299-45%

Virgin Gross

Virgin G TgtMTD TgtFTDAch%Age MTD%Age AchRRRCRRLMSDMonth TrendingLM- Exit% Gr

197.514712819%14%211463165-39%

3G Gross

3G G TgtMTD TgtFTDAch%Age MTD%Age AchRRRCRRLMSDMonth TrendingLM- Exit% Gr

705212650%37%61373167-30%

Evd Tertiary (TD+Virgin) GSM POOL

Tert TgtFTDAch%AgeRRRLMSDLM- Exit% GrDBR BalanceDSE BalanceAve TertiaryStock

44.100.9020.9648%2.8920.6426.892%3.000.181.023

EVD Primary (TD+Virgin+CDMA)Paper Primary (TD+Virgin)

EVD P Tgt%AgeARLMSDLM- Exit% GrPap P TgtFTDAch%AgeARLMSDLM- Exit% Gr% Contri

53.8044%3.7521.3528.0512%8.000.392.1226%0.745.976.01-65%8%

Table 9(B) Activations: Activations process is as following:1. CAF- Customer Application Form which is filled checking at the proofs submitted by the customers. CAF is sent with a proof and a photo of customer with the stamp of Retailer and Distributor on CAF. CAF is then collected by CAF auditor and collector. The CAF is collected within a day to ensure all the incentives to distributor and retailers. In case CAF is not sent in a week time, Number is automatically deactivated, Those CAF which are not appropriate are sent back by the company which are known as rejected CAF.2. LR Verification- In case proof is of some other state, Local reference of customer receives call to confirm if he lives in town or not. 3. Tele-verification- In case customer has given local proof, after updation of proof in company, customer calls at 59059 and confirms his name, Address and F. Name.4. First call- After TV or LR is done; activation is counted only when customer calls at any number and talks for around 1 min. This is done to confirm if the number is a genuine activation or not.After all these steps being followed, Activation is considered done. Following are the Activations done by A Star Enterprises in the month of April, May and June.ACTIVATIONS-APRILMAYJUNE

VIRGIN813952

3G393643

TATA DOCOMO218014791437

MNP655276

TOTAL236516061608

Table 10

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

(Figure 3)

(Figure 4)

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

More info- Activations report can be downloaded for the same month or last month. Activations can be monitored through SSTATALLY software. Even hourly report can be downloaded and status of numbers can be checked easily.

Activation Reports are of three types- Subscriber activation report- Which shows the activation report of normal gsm Tata Docomo numbers. CDMA Activation Report- It shows the the activation report of Tata Indicom or Photon Numbers. MNP Activation report- It show the number being ported from some other network to Tata docomo and the status of those numbers.

(C) EVD (Electronic Voucher Distribution) Electronic Voucher Distribution or EVD is the means of distributing value and prepaid vouchers electronically using a central server and a portable Point-of-Sale (POS) transaction terminal at the retail outlet.

A Point-of-Sale (POS) is typically the location where a transaction occurs. A POS terminal is a handheld or portable device that is used to complete the sales transaction. The POS terminal may be connected to a central server where the transaction and the customer account are updated. On the successful completion of a transaction, a POS may generate a receipt/voucher having the transaction details.

Advantages of Electronic vouchers over Scratch cards:-

Unlike scratch cards, Electronic vouchers are terminal printed vouchers with PIN number, serial number, amount, expiry date etc. Advantages of Electronic Vouchers Simple to use Low capital investment More availability of stock Minimize fraud and theft Easy to track the voucher for status updates Centralized control

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

Reduce scratch card printing, distribution and storing Increased revenues from distributors and retailer. Guaranteed stock Centralized distribution and Accounting control Minimize fraud and theft Low capital investment Minimize the transaction cost More potential to sell directly to End Users Can introduce more denominations

(Figure 5- Types of EVD)

There are three parameters of EVD viz. Primary Secondary Tertiary

The data related to EVD is checked in https://evdapps.tatatel.co.in:4443/GsmEvdWeb/newEVD.evdis called EVD software.This is the screen shot of this website.

(Figure 6- EVD Software)Primary EVD- It is the amount which is transferred by company to distributor. After checking the NEFT transferred in consideration of order of EVD. Here is the example of data for amount of Primary EVD for the month of June which is Rs 3005082.TRANS IDSAP_CODEDISTRIBUTORAMOUNTTRANS DATEBILL DOC NO

1665946811041010256904170123365023.5901/06/2013 08:01:22PM6125166173

171073005104101025690417012337369.6830/06/2013 01:42:26PM6125170813

1709830741041010256904170123354535.9129/06/2013 05:00:32PM6125170557

17097214310410102569041701233104866.2729/06/2013 04:00:11PM6125170547

1708503471041010256904170123331463.0228/06/2013 09:00:23PM6125170431

1708168481041010256904170123373413.7528/06/2013 06:00:21PM6125170407

1706330711041010256904170123394389.127/06/2013 04:21:07PM6125170234

1705782211041010256904170123341950.7127/06/2013 12:01:04PM6125170145

1704854351041010256904170123378657.5826/06/2013 06:00:55PM6125170115

1702855861041010256904170123389145.2625/06/2013 04:20:44PM6125169967

1701266231041010256904170123394389.124/06/2013 06:20:37PM6125169832

1698812321041010256904170123394389.122/06/2013 05:21:04PM6125169432

1697095631041010256904170123336706.8821/06/2013 07:00:58PM6125169281

1696234561041010256904170123341950.7121/06/2013 12:20:15PM6125169181

(Table 11- Primary EVD Report)SECONDARY EVD- It is the amount which is transferred from distributors demo to DSEs demo and DSEs demo to Retailer Demo. Secondary for the month of June was Rs 2945543.Here is the example of Data Details we get in EVD website in which donor is distributor or Dses.TRANSIDRECIPIENTDONORTRANSACTION_DATEAMOUNT

1665224568699998825869917956801/06/2013 01:15:57 PM3081

1665243889041704699869917956801/06/2013 01:22:32 PM1540

1665261037696029853904170123301/06/2013 01:29:06 PM15000

1665265989041722342769602480901/06/2013 01:31:03 PM1027

1665337108699259417769602985301/06/2013 02:01:09 PM1027

1665343337696761621869924367601/06/2013 02:04:22 PM1027

1665344879041704357769602985301/06/2013 02:05:23 PM1542

1665358429041718567769602985301/06/2013 02:12:32 PM1027

1665360249041705023869917956801/06/2013 02:13:30 PM513

1665372909041717579869917956801/06/2013 02:20:34 PM1027

1665377379041718017869924367601/06/2013 02:23:22 PM3081

1665378689041784524769602985301/06/2013 02:23:46 PM1540

1665399429041717974869924367601/06/2013 02:35:59 PM2055

1665417059041562637769610011301/06/2013 02:47:56 PM7319

1665418809041717716769602985301/06/2013 02:48:54 PM1027

1665464768699073388904170123301/06/2013 03:21:58 PM1027

(Table 12- Secondary EVD Report)TERTIARY EVD- It is the amount which is transferred by Retailers to Customers. There is the target of tertiary to be achieved by each distributor. The details of each retailers transaction are updated from company end regularly. Here is the example of trend of retailers Tertiary EVD under A star Enterprises.CDMA + GSM TERTIARY TREND

DSE No.Retailer NameRet_MDNAprMayJuneJuly

7696024809A R REPARING CENTER76962032730032763319

7696024809Akam Electron.90417014183909429622061700

7696024809AMIT TELECOM90417846290000

7696024809AMIT TELECOM90417043541931218652160348559

7696024809ASHWANI TELECOM86990733881567211702158497996

7696024809Chabra BARTAN 90417014220000

7696024809CHAHAT TRAVELS90417846224144319736501392

7696024809Deepa Communication9041704350131451110991107022

7696024809Dhand Gift House90417014036861426450222627

7696024809DHAND TELECOM9041704379166000

7696024809ESS KAY MOBILES769683126846362896133129

7696024809GUPTA COMPUTER9041880845019078720

7696024809GURU KRIPA TELECOM90417859828296868797034003

7696024809H R TELECOM90417026671463219347163328914

7696024809HARKARAN TELECOM904170259710000

7696024809IK SERVICE90415628890000

7696024809INDER MOBILE769678224120032274432

7696024809ISHU TELECOM86996638600000

7696024809J R KING MOBILE90417036887251563358253896

7696024809Jagdambay Medicine 90417014877634813083325403

7696024809JAHNVI TELECOM90417185827671733270574926

7696024809JIYA MOBILE JUN.86999988125259679645691707

7696024809Kundra Optical904170144256391177254684084

7696024809LIZA TELECOM869907112901000

7696024809LUCKY TELECOM90417026841771219069160168811

7696024809MAA JAGDAMBAY elec90418957361750912786120828030

7696024809MAHI MOBILE CENTRE904178339610768544594992507

7696024809Mehak Collection90417014245636595525481837

(Table 13- Tertiary EVD)

This shows the Primary and Secondary EVD used in the month of April, May, June-EVDAPRILMAYJUNE

SECONDARY279689538198772945543

PRIMARY298975339907633005082

(Table 14)

(Figure 7- Primary and Secondry EVD for April, May and June)We can also check 6 Months trend of activations done by retailers and EVD Tertiary in THR report Sent by Regional manager to distributor. Here is the format of THR report:- (Figure 8)ORDERING PROCESS OF EVD, SIM CARD AND PAPER CARD- First of all we will login https://sstatally.tatatel.co.in/DOeSSTA/Login.jsp ESTATALLY website using our distributor ID and Password. Select Purchase order tab and then Raise Purchase Order Select the Item code which we wish to order. Select Quantity.. Mention Bank name and Transaction number of Transfer which we made in Payment process. Press Submit. Notes- Order will be processed after 3 hours of NEFT.Here are the screen shots of ordering process-

(Figure-9)

(Figure- 10)

Balance/EVD maintenance: Once purchase order is made, Company Transfers balance to Distributor end. Distributor then transfers the required amount to DSCs. DSCs then visit Mobile counters (Retailers) and transfer them required amount of EVD. Retailers then recharge customers mobile numbers. Balance of EVD at distributor end to be maintained at the end of the day in June month was Rs 286000 and Rs 304000 for the month of June. This norm is based on 3 days tertiary. In the opposite way payment Transfers fromCustomers > Retailers > DSCs > Distributors > Bank > Company

Banking process: Deposit cash in State Bank of Patala. Open www.onlinesbp.com/saral Select Payments/ Transfers tab. Then select Interbank Transfer. Select NEFT and press Proceed. Enter amount, Mark on I accept theTerms and Conditions and Submit. Fill transaction password. Then SBP will send on our registered mobile High Security Password to confirm transaction. In this way we have transferred the Amount in Tata Tele Services Ltd, Deutsche Bank, Mumbai. Notes- Payment is to be made before 4 pm.-Order will be processed after 3 hours of NEFT.

(Figure-9)

(Figure-10)

(Figure-11)

(Figure-12)

(Figure-13)

(Figure-14)PAYOUTS AND COMMISSIONThere are three parties involved in getting payout and commission when talking about distributor end. Viz. Distributors DSE Retailers

1. Distributor- Margin of EVD 4.68% is being transferred side by side as distributor makes transaction. And out of this 2.68% is given to retailers. So, pDistributors margin remains 2%. On activating new connections there is different incentive based on the type of connection. Viz Virgin, Tata Docomo, 3g, Indicom ect. Certain targets are given each month and on achieving these targets the slab rate of profits increases.

2. DSE- Direct Selling Executives- They are appointed and trained by distributor himself. And the salary is also decided by distributor according to their experience and qualifications. DSEs Salary varies from 6000-10000. And they are given incentives on DUAO and Gross Targets assigned to them.

3. Retailers- They get commission according o the sales they do. Retailers have commission in following things- Margin @2.7% on EVD is given to retailer when he purchases EVD from DSE. Eg. IF a retailer purchases EVD of Rs 1000, He is being transferred Rs 1027 by DSE. OTF- On the front profit is transferred to retailer when he makes first recharge on new connections according to the different type of FRCs. Margin in Paper card sold to customers is 2.68%. Beside EVD margin and OTF on FRC, Retailer also gets payout according to their performances. Payout is decided the basis of slabs of new activations.

CHATPER 3RESEARCH METHODOLOGY

RESEARCHTheprocessused to collectinformationanddatafor the purpose ofmakingbusinessdecisions. Themethodologymay includepublicationresearch,interviews,surveysand other researchtechniques, and could include both present and historical information.Research in common parlance refers to a search for knowledge. One can also define research asa scientific and systematic search for pertinent information on a specific topic.

RESEARCH METHODOLOGYResearch methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. In it we study the various steps that are generally adopted by a researcher in studying his research problem along with the logic behind them.

(a) RESEARCH PROBLEM1. Demand for Tata Docomo in comparison to Demand for other Tele services providers.2. Customers expectation from retailers point of view.3. The market acceptance of Tata Communication by the retailers4. What could be the future demand of Tata Docomo?5. Rating of products of Tata Docomo.

(b) OBJECTIVES OF THE PROJECT The purpose of research is to discover answers to questions through the application of scientific procedures. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet.The objectives of this study/project as follows: To study the working of Tata Docomo Distributor. To study the Market of Tata Docomo. To study the unique features and services offered by Tata Docomo. To perform a SWOT analysis of TATA Docomo. To know the impact of promotional activities on the purchasing behaviour of the buyer. To study the retailer satisfaction level regarding the services provided by Tata Docomo. To study consumer satisfaction from the view of retailers.

(c) RESEARCH DESIGNThe research is done in Basic, Analytical and Conclusive ways. The data is being collected on primarily basis. Histograms, bar charts, Pie charts, Line charts are being used to analyse and interpret the data. Field research is done and data being collected by DSEs of A Star Enterprises by Questionnaire method.

(e) POPULATIONThe population of this study is 595 Outlets of Tata Docomo, Out of which these 335 counters are Transacting. All these outlets come under the distribution channel of A Star Enterprises. The study has been conducted to do the market analysis of these outlets by selecting random sample outlets from them.

(f) SAMPLE AREAThe sample has been selected from Jalandhar from following areas- Sodal Road, Dav College Road, Maqsudan Road, CRPF Camp, Gadaipur market, Focal Point, Bye pass road, Gobind Nagar, New Hargobind Nagar, Transport Nagar, Gandhi Nagar and Nearby areas.

(g) SAMPLE SIZE Sample size of 50 Retailers has been taken out of 595 Outlets.

(h) METHOD OF DATA COLLECTION- 5 DSEs were given 10 questionnaires each. Out of the outlets under their channel, they selected 10 outlets each and got the data filled in questionnaires.

(i) STATISTICAL TOOLS USED FOR INTERPRETATION AND ANALYSIS Histogram analysis with charts.

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

CHAPTER 4ANALYSIS AND INTERPRETATION

DATA PRESENTATION, ANALYSIS AND INTERPRETATION:The base for the below analysis is questionnaire filled by the retailers of Jalandhar. And the main basis for which this whole project has been undertaken is as follows:

Question1. Which telecom companies are you dealing with?

This table shows the number of retailers out of 50 dealing with particular brands OperatorNo. of OutletsPercentage

Airtel4896%

Idea4488%

Reliance4080%

BSNL4488%

Vodafone4896%

Tata Docomo50100%

Videocon4590%

(Table 15)

(Fig. 15)It shows that out of 50 retailers of Tata Docomo, 96% are serving Airtel and Vodafone because of their demand in market,90% are dealing with Videocon,88% with BSNL and Idea,80% with Reliance which shows that demand for Reliance is very less in the market.Question 2- Among them which brand are demanded by customers the most?

These are the opinion given by Retailers in multiple choice. OperatorRetailersPercentage

Airtel2550%

Idea612%

Reliance48%

BSNL12%

Vodafone1530%

Tata Docomo2040%

Videocon816%

(Table 16)(Fig. 16)According to the research a result following is the sequence of demand for the company in market-1. Airtel2. Tata Docomo3. Vodafone4. Videocon5. Idea6. Reliance7. BSNLThis again shows that Airtel is on the top according to Retailers opinion.Question 3. How would you rate the experience with following brand?

This has been rated by retailersServicesExcellentGoodAverageBelow Average

Tata Docomo918%3264%918%00%

Vodafone1734%2550%612%24%

Airtel3264%1122%714%00%

BSNL48%1836%2244%612%

Videocon714%1428%1530%1428%

(Table 17) Tata Docomo

(Fig. 17)Most of the result for Tata Docomo is Good ie.64%18% of retailers have rated Tata Docomo as Excellent,18% as Average, and0% choose Below average.

Vodafone(Fig. 18)

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

Airtel(Fig. 19)

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

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

Videocon(Fig. 21)

Retailers have neutral opinion about Videocon.14% rated it as Excellent, 28% rated it as Good, 30% as Average, and 28% as Below Average.

Question 4- What are the features customers look from service provider?Following is the list of opinion about services demanded by customers. FeaturesRetailersPercentage

E-Recharge36%

Prices and Discount1224%

Brand Name2346%

Network coverage2448%

Service & Support1530%

Other offers612%

(Table 18)

(Fig. 22)Network Coverage and Brand name are the most looked upon feature by customers according to survey.48% of Outlets marked Network coverage,46% of Outlets marked Brand name,30% on Service and Support,24% on Prices and discount,12% on Other offers, and6% on E-Recharge.

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

Marketing Strategy attracting the customers are as follows-Marketing/ Sales SchemesOutletsPercentage

Recharge Offers2754%

Value Added Services1020%

Discount Schemes1938%

Other Services1020%

(Table 19)

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

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

Out of 50 Retailers, following are the number of retailers who offer the mentioned product or services.

Products/ ServicesOutletsPercentage

Tata Photon2652%

Virgin Sims1836%

3G Sims1938%

EVD4182%

Docomo Sims4182%

Indicom Sims1530%

Paper card3978%

(Table 20)

(Fig. 24)

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

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

As Tata Docomo has came into existence 4 years before, Retailers have been dealing with Tata Docomo from 0-4 years.

Time PeriodOutlets

0-2 years19

2-5 years35

(Table 21)

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

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

Following is the rating for TATA DOCOMO performance.

ComponentsOutlets

Good Network Coverage9

Good Internet Speed16

Easy Recharge22

Service as per expectation3

(Table- 22)

(Fig. 26)

44% Retailers has marked Easy Recharge as best performance of Tata Docomo32% has marked Good Internet Speed,18% has marked Good Network coverage, and6% has marked Service as per expectation.

Question 9. How often do DSE visit your outlet?

Direct selling Executive is supposed to visit the counter thrice a week in normal cases or as needed. Here is the table showing DSEs visit timing.

Time intervalOutletsPercentage

Everyday2346%

Twice in a Week714%

Once in a Month24%

After 1 day1326%

Once in a week510%

Never00%

(Table-23)

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

Question 10. Rate the following contributes of TATA DOCOMO.Following are the service aspect of Tata Docomo and their rating by Retailers.ServicesExcellentGoodAverageBelow average

Network converge714%2244%1836%36%

Offers/Scheme918%3264%816%12%

DSE Support2550%2040%48%12%

Value Added Services1530%2346%918%36%

Advertisement 918%2856%1122%24%

Incentive & Commission612%2244%1734%510%

Activation process510%2958%714%918%

(Table- 24)Network Coverage

(Fig. 28)It shows that the network is good in most of the regions on Jalandhar where the research is conducted.44% retailers have rated it Good,36% have rated it Average,14% have rated it Excellent and6% have rated it Below Average.

Offer/ Scheme(Fig. 29)

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

DSE Support(Fig. 30)

50% retailers are satisfied with the DSE support giving them Excellent rating,40% have given Good rating,8% have given Average, and2% have given below average.Value Added Services(Fig. 31)

30% retailers has rated Value added services as Excellent,46% has rated it Good,18% has rated it Average, and6% has rated it Below Average.

Advertisement (Fig. 32)

18% have rated the advertisement of Tata Docomo Excellent,56% has rated it Good,22% has rated it Average,4% has rated it Below average.Incentive and Commission (Fig. 33)

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

Activation Process(Fig. 34)

12% of retailers think that Activation process of Tata Docomo is Excellent,44% think that it is Good,34% think it is Average, and10% think it is below average.Question 11. What are the services Docomo needs to improve?

According to retailers, the services which Docomo need to improve are listed below-ServicesRetailersPercentage

Network coverage2040%

Customer service24%

SMS plans510%

Advertisement ways12%

Call rates12%

Internet plans24%

Activation period816%

Incentives and commission1122%

(Table 25)

(Fig. 35)

40 % of retailers say that Network coverage of Docomo needs to be improved,22% of retailers thinks Incentives and commission needs to be improved,16% marked Activation period,10% marked SMS plans,4% marked for Customer service and Internet plans, and2% marked for Advertisement ways and Call rates.

CHAPTER 5FINDINGS OF STUDY

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

Strength Flexible plansand Recharge offers. Good advertising Good internet speed Good distribution services Good brand image of Tata Docomo Affordable plans by common person. Youth appeal First to launch per second tarrif plan Ability to attract customers with various plans Prices less than Almost all the brands One of the best networks providing 3G services Fast activating process.

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

Opportunity Fast expanding cellular market. Latest and low cost technology. Untapped other areas of Punjab- Amritsar and Ludhiana. Value added services. Introduce new plans for internet users. Introduce 3G in more regions. Activation process upgradation.

Threats Brand name of Airtel is inducing customers to choose it. Price competition with Videocon, Reliance and BSNL Mobile Number Portability to other brands due to weak signal strength.

Competition

Competitors Airtel Vodafone Idea Videocon Reliance BSNL

(Table 26- SWOT analysis)

CHAPTER 6SUGGESSION/ RECOMMENDATION

Suggestions/ Recommendations to company: Though Tata Docomo is one of the most preferred brand, it needs to improve many things to get top position in market.

Following are the aspects of business which when improved can bring Tata Docomo at top of the list. To get the preference of consumers, the network coverage is another asset for the companys image, which needs to be preserved in future. Following are the recommendation for Network improvement. Improve Network in Rural Areas of Punjab. Plant towers in Ludhiana and Amritsar which can fetch them very high profit as these are two of the most populated and developed cities in Punjab. The Network should be as good comparing to the competitors like Airtel and Vodafone. 3G network should be established in all the regions.

About Services and products offered by Tata Docomo, these are the features they need to improve- Schemes and offers should be ass innovative as Videocon and Reliance. Though Docomo provides one of the best Internet services, it needs to improve the 3g network in many areas to give best internet speed. Photons and 3G sims should be more advertised so that more demand of it is created. Photons and 3G sims should be made available in all the outlets. Value added services should be good enough to give competition to other players in market. Activation process which is about 1 day should be reduced so that customers get the activated sims very quickly. Service and support at customer care end should be improved. They should also give easy E Recharge facilities to customers. All the products of Tata Docomo should be present in all the outlets so that they are easily available to customers. The offers which are most liked by customers should be maintained.

CHAPTER 7CONCLUSION/ SUMMARY

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

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

NTT DOCOMO has played a major role in the evolution of mobile telecommunications through its development of cutting-edge technologies and services. Over the years, technologists at DOCOMO have defined industry benchmarks like 3G technology, as also products and services like i-Mode, e-wallet and a plethora of lifestyle-enhancing applications. Last year itself, while most of the rest of the industry was only beginning to talk of 4G technology and its possible applications, DOCOMO had already concluded conducting 4G trials in physical geographies, not just inside laboratories!

Tata DOCOMO has also set up a 'Business and Technology Coordination Council', comprising of senior personnel from both companies. The council is responsible for the identification of key areas where the two companies will work together. DOCOMO, the world's leading mobile operator, will work closely with the Tata Teleservices Limited management and provide know-how to help the company develop its GSM business.

After analysis and interpretation of the data it can be concluded that Tata Docomo is providing a broad range of products ranging from sims to photon. This is the critical factor to attract various customers. Wide range of schemes is also leading to increase in number of customers with rapid pace for Tata Docomo. 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 prepaid competitors. Awareness of the Tata Docomo is spreading widely among people due to their promotional activities. Distribution and Sales channel of Tata Docomo is very effective. Majority of the retailers are satisfied with the services of the Tata Docomo and they recommend it to others.

BIBLIOGRAPHY:

Tata Docomo Website www.tatadocomo.comResearch Methodology Info www.newagepublishers.com/samplechapter/000896.pdfWikipedia en.wikipedia.org/wiki/Main_PageTata Teleservices website http://www.tatateleservices.com/t-aboutus-ttsl-organization.aspxTata Docomo sstatatally softwarehttps://sstatally.tatatel.co.in/DOeSSTA/Login.jsp EVD Software- https://evdapps.tatatel.co.in:4443/GsmEvdWeb/newEVD.evdTATA Prepay Book June 2013Documents provided by A Star Enterprises

ANNEXTURE

Marketing Analysis of Tata DocomoDear respondent,I Avneet Kaurstudying in Rayat and Bahra Group if Institutes want to Study onMarket Analysis of TATA DOCOMO. The information given by you will only use for research and study purpose and I give assurance to keep the information as secret.PERSONAL INFORMATIONOutlet- Retailer Name-Area-Contact Number-MARKET ANALYSIS OF TATA DOCOMO

1. Which telecom companies are you dealing with?Airtel [ ]Vodafone [ ]Idea[ ]Tata DoCoMo [ ]Reliance[ ]Videocon[ ]BSNL[ ]

2. Among them, which brand is demanded by customer the most? Airtel[ ]Vodafone[ ]Idea[ ]Tata DoCoMo[ ]Reliance[ ]Videocon[ ]BSNL[ ]

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

Tata Docomo

Vodafone

Airtel

BSNL

Videocon

4. What are the features customers look from service provider?E-Recharge[ ]Prices and Discount[ ]Brand Name[ ]Network coverage[ ]Service & Support[ ]Other offers[ ]

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

6. Which Product of Tata Docomo are you selling?Tata Photon[ ]Docomo Sims[ ]Virgin Sims[ ]Indicom Sims[ ]3G Sims[ ]Paper card[ ]EVD[ ]

7. How long you have been dealing with Tata Docomo?0-2 Years[ ]2-5 Years[ ]5-10 Years[ ]More than 10 years[ ]

8. How would you rate TATA DOCOMO performance as your expectation?Good network coverage[ ]Easy recharge[ ]Good internet speed[ ]Service as per expectation[ ]

9. How often do DSE visit your outlet?Every day[ ]After 1 day[ ]Twice in a Week[ ]Once in a week[ ]Once in a month[ ]Never[ ]

10. Rate following contributes of TATA DOCOMO.ServicesExcellentGoodAverageBelow average

Network converge

Offers/Scheme

DSE Support

Value Added Services

Advertisement

Incentive & Commission

Activation process

11. What are the services Docomo needs to improve?Network coverage[ ]Call rates[ ]Customer service[ ]Internet plans[ ]SMS plans[ ]Activation period[ ]Advertisement ways[ ]Incentive and commission[ ] 12. Do you recommend TATA DOCOMO to others?Yes[ ] No[ ]

13. Would you like to give us any suggestion to improve our services?_________________________________________________________________________________________________________________________________________________________________

Thank You!