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STUDENTS CERTIFICATE

Certified that this report is prepared based on the summer internship project undertaken by

me in TATA TELESERVICES LTD.from 10th may 2012 to 04th July 2012, under the

able guidance ofProf. ALPANA SRIVASTAVAin partial fulfillment of the requirement

for award of degree of Bachelor of Business Administration (BBA) from Amity

University, Uttar Pradesh.

Date.______________

Signature Signature Signature

DHRUV BHASIN Prof.ALPANA SRIVASTAVA Mr. V.P. SAHI

Student Faculty Guide Director (ABS)

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FACULTY CERTIFICATE

Forwarded here with a summer internship report on Marketing and sales promotion

of Tata Photon + and consumer preference. of Tata DOCOMO submitted by

DHRUV BHASIN Enrollment NO. A7006410004 student of BBA 5 th Semester (2010-

13)

This project work is partial fulfillment of the requirement for the degree of Bachelor in

Business Administration from Amity University Lucknow Campus, Uttar Pradesh.

Prof. Alpana Srivastava

AMITY UNIVERSITY,

LUCKNOW CAMPUS

UTTAR PRADESH

ACKNOWLEDGEMENT

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Exchange of ideas generates a new object to work in a better way. Whenever a

person is helped and co-operated by other, his heart is bound to pay gratitude and

obligation to them. An endeavor is difficult even to initiate without the help of many

souls who are always there by the grace of god.

I am honored to be attached with prestigious organization. I extend my sincere

gratitude to the management of Tata Teleservice Limited for giving me an

opportunity to work with them and assisting me in my project whenever required.

I sincerely thank Mr.YOGESH AGARWAL Channel Manager of Tata

Docomo who spared his valuable time and gave me opportunity to work and undertake

this project. It would not have been possible for me to complete the project without his

meticulous guidance and suggestions.

I am also grateful to my faculty guide at Amity University, Prof. Alpana

Srivastava for her regular guidance throughout my training program.

Finally, this thesis would not have been possible without the confidence,

endurance and support of my family. My family has always been a source of inspiration

and encouragement.

TABLE OF CONTENTS

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Page No.

SYNOPSIS OF THE REPORT.7

CHAPTER I

OBJECTIVES

OBJECTIVE OF THE PROJECT..9

CHAPTER II

COMPANY PROFILE

HISTORY OF TATA TELESERVICES.....13

PRODUCTS OF TATA TELESERVICES.

TATA INDICOM.....15

TATA DOCOMO.....16VIRGIN MOBILE INDIA ...........17

TATA PHOTON..............18

INDIAS WIRELESS TELECOM SECTOR- HUGE UNTAPPED

POTENTIAL...19

- COMPETITIVE SCENARIO..21

- STATE WISE ANALYSIS......22

CURRENT PLAYERS GUIDING THE WAY...24

CHAPTER III

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BRIEF ON THE PROJECT TITTLE

VALUE ADDED SERVICES.27

CHAPTER IV

PRESENTATION OF DATA AND ANALYSIS

COMPETITIVE ANALYSIS..67

MARKET ANALYSIS....68

CHAPTER V

FINDINGS, CONCLUSION AND SUGGESTIONS

BARRIERS..........75SUGGESTIONS..76

CONCLUSION77

ANNEXURE

QUESTIONNAIRE78CURRICULUM VITA...79

BIBLIOGRAPHY.81

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CHAPTER I

(Objectives)

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OBJECTIVE OF THE PROJECT

The main objective of my project is to analyze the market position of the firm in Naza

Market Lucknow. The aim was to know what is the market position of Tata

Photon +. Another objective was to interact with different retailers in the Market

and ask them about the taste and preference of the customer, is the customer

satisfied or not, the competitors, the drawbacks and the various ways to

overcome them.

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CHAPTER II

(Company Profile)

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History of Tata Teleservices.

Tata Communication is India's leading international telecom service provider. It

is today part of the Tata Group. It started as a successor to the erstwhile Overseas

Communication Services, and went on to become the premier provider of international

voice.

Tata Teleservices Limited (TTSL) is a part of the Tata Group of companies, an

Indian conglomerate. It runs under the brand name Tata Indicom in India, in various

telecom circles of India. Thecompanyforms part of the Tata Group's presence in the

Telecommunication Industry in India, along with Tata Teleservices (Maharashtra)

Limited (TTML) and TATA COMMUNICATIONS LTD.

Tata Teleservicesoperatesprimarily on the CDMA network. CDMA offers a

robust and technologically superior path & ecosystem. CDMA has an edge over GSM

as it allows more communication to be carried with the same infrastructure and also

brings costs down. Tata Indicoms enterprisesolutionswork on the CDMA 3G-1X

technology that offers superior voice clarity and congestion-free networks. Many

existing GSM 2G (GSM/GPRS)operatorsare slowlybeginningtoswitchto WCDMA

technology. 25 GSM operators worldwide have deployed CDMA2000 to deliver 3G

value added services.

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JAMSHEDJI TATA

JRD TATA

RATAN TATA

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Tata Teleservices ltd.

Areas of business | joint ventures, subsidiaries, associates | location Teleservices

(TTSL) spearheads the Tata groups presence in the telecom sector.

Tata Incorporated in 1996, TTSL is the pioneer of the CDMA 1x technology

platform in India. It has embarked on a growth path since the acquisition of Hughes

Tele.com (India) [renamed Tata Teleservices (Maharashtra)] by the Tata group in 2002.

The company launched mobile operations in January 2005, under the brand

name Tata Indicom and today, enjoys a pan-India presence through existing operations

in all of Indias 22 telecom circles.TTSL is also the market leader in the fixed wireless telephony market. The

companys network has been rated as the Least congested in India for six consecutive

quarters by the Telecom Regulatory Authority of India through independent surveys.

Areas of business.

TTSL became the first Indian private telecom operator to launch 3G services in

India under the brand name Tata DOCOMO, with its recent launch in all the nine

telecom circles where it bagged the 3G license. Through its association with NTT

DOCOMO one of the worlds leading mobile operators the company finds itself

favorably positioned to leverage this first-mover advantage. TTSL's joint venture with

NTT DOCOMO has also earned it a significant presence in the GSM space. Tata

DOCOMO has received a pan-India license to operate GSM telecom services, and has

been allotted spectrum in 18 telecom circles, in which it has rolled out GSM services.

The TTSL bouquet comprises three other brands as well

-Virgin Mobile

-Walky (for fixed wireless phones)

-the Photon family

Tata Teleservices Limited

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Type Private

Industry Telecommunications

Founded 1996

Founder(s) Ratan Tata

Headquarters Navi Mumbai, India

Key people Mr. Ratan N. Tata

(Chairman)

Srinath Narasimhan

(MD)

Products Wireless

Telephone

Internet

Television

Parent Tata Group

Divisions Tata Indicom (CDMA)

Tata DoCoMo (GSM)

Virgin Mobile

India (CDMA/GSM)

TATA INDICOM.

Tata Teleservices Limited spearheads the Tata Group's presence in the telecom

sector. The company is also the market leader in the fixed wireless telephony market.

The company's network has been rated as the 'Least Congested' in India for five

13
http://en.wikipedia.org/wiki/Types_of_business_entityhttp://en.wikipedia.org/wiki/Private_companyhttp://en.wikipedia.org/wiki/Telecommunicationhttp://en.wikipedia.org/wiki/Ratan_Tatahttp://en.wikipedia.org/wiki/Navi_Mumbaihttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Ratan_Tatahttp://en.wikipedia.org/wiki/Chairmanhttp://en.wikipedia.org/wiki/Managing_Directorhttp://en.wikipedia.org/wiki/Wirelesshttp://en.wikipedia.org/wiki/Telephonehttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Holding_companyhttp://en.wikipedia.org/wiki/Tata_Grouphttp://en.wikipedia.org/wiki/Division_(business)http://en.wikipedia.org/wiki/Tata_Indicomhttp://en.wikipedia.org/wiki/Tata_DoCoMohttp://en.wikipedia.org/wiki/Virgin_Mobile_Indiahttp://en.wikipedia.org/wiki/Virgin_Mobile_Indiahttp://en.wikipedia.org/wiki/File:Tata_Tele_Logo.svghttp://en.wikipedia.org/wiki/Types_of_business_entityhttp://en.wikipedia.org/wiki/Private_companyhttp://en.wikipedia.org/wiki/Telecommunicationhttp://en.wikipedia.org/wiki/Ratan_Tatahttp://en.wikipedia.org/wiki/Navi_Mumbaihttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Ratan_Tatahttp://en.wikipedia.org/wiki/Chairmanhttp://en.wikipedia.org/wiki/Managing_Directorhttp://en.wikipedia.org/wiki/Wirelesshttp://en.wikipedia.org/wiki/Telephonehttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Holding_companyhttp://en.wikipedia.org/wiki/Tata_Grouphttp://en.wikipedia.org/wiki/Division_(business)http://en.wikipedia.org/wiki/Tata_Indicomhttp://en.wikipedia.org/wiki/Tata_DoCoMohttp://en.wikipedia.org/wiki/Virgin_Mobile_Indiahttp://en.wikipedia.org/wiki/Virgin_Mobile_India


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consecutive quarters by the Telecom Regulatory Authority of India through independent

surveys.

TATA INDICOM marks a significant milestone in the Indian telecom

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

pioneer the per-second tariff optionpart of its 'Pay for What You Use' pricing

paradigm. Tokyo-based NTT INDICOM is one of the world's leading mobile operators

in the Japanese market, the company is the clear market leader, used by over 50 per

cent of the country's mobile phone users.

Today, Tata Teleservices Ltd, along with Tata Teleservices (Maharashtra) Ltd, serves

nearly 70 million customers in more than 450,000 towns and villages across the

country, with a bouquet of telephony services encompassing Mobile Services, Wireless

Desktop Phones, Public Booth Telephony and Wireline Services.

TATA DOCOMO.

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

platformarising out of the Tata Group's strategic alliance with Japanese telecom

major NTT DOCOMO in November 2008. Tata Teleservices has received a license to

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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.

DOCOMO is a global leader in the VAS 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 through the Tata DOCOMO brand.

Virgin Mobile India.

Virgin Mobile brand is Indias first national youth-focused mobile service.

Virgin Mobile branded services are being offered to the Indian consumers by Tata

Teleservices through a brand franchise with Virgin Mobile. Virgin Mobile India will

provide Tata Teleservices with experience and expertise in designing, marketing and

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servicing of Virgin Mobile branded products for the youth segment.

The Virgin Mobile Revolution Evolution

Virgin Mobile, a leading branded venture capital organization, is one of the

world's most recognized and respected brands. Conceived in 1970 by Sir Richard

Branson, the Virgin Mobile Group has gone on to grow very successful businesses in

sectors ranging from mobile telephony, to transportation, travel, financial services,

leisure, music, holidays, publishing and retailing. Virgin Mobile has created more than

200 branded companies worldwide, employing approximately 50,000 people, in 29

countries. Its revenues around the world in 2006 exceeded 10 billion (approx. US$20

billion).

Tata photon

Tata Photon Plus is a new Mobile Broadband Service. Tata Photon+ the next

generation technology offers a great mobile internet connectivity solution. With Tata

Photon Plus you now have access to the internet at never before speeds. The new USB

Modem enables you to experience Tata Photon+ service from wherever you are. So now

go ahead and subscribe to this innovative new service from Tata Teleservices along

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with the new USB Modem & enjoy a truly world class, first of its kind internet

experience.

Internet:

With the new USB Modem you also now have the convenience of being able to access

Tata Photon+ service ( Mobile Broadband Service) from wherever you are.

Plug&Play:

All you now need to do is just plug the USB Modem into your Laptop/Desktop PC and

you are ready to access a whole new world of High speed internet connectivity.

USB:

With the USB port interface you can now simply plug the USB Modem device into

either a Laptop or your Desktop PC & get ready to access high speed internet

connectivity.

Indias wireless telecom sector Huge untapped potential

Market Overview:

Indias wireless telecom sector experienced robust 43% yearly growth to touch

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Moreover, considering the fact that only 70.36% of the total wireless subscriber

base is Active; the untapped market potential is huge for the wireless telephony.

In terms of mobile circles, Circle C (49.06%) and B (46.78%) are showing

higher growth rates compared with more elite regions such as Circle A and Metros.

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Competitive Scenario

Indian wireless telephony market is highly competitive with presence of 15

mobile operators. However, almost 95% of the market is covered by 7 leading players.

In terms of subscriber base, Bharti leads overall market with 20.27% share closely

followed by Reliance (16.70%) and Vodafone (16.52%).

However, in terms of active users on the network Bharti has huge advantage

with 26.29% market share compared with 17.72% of Vodafone and 15.81% of

Reliance. This clearly indicates the inherent strength in the business model of Bharti

Airtel. Moreover, Bharti features among top 2 players in 14 out of 22 circles in the

country indicating its strong presence across all regions.

Idea also fares reasonably well on the parameter of active subscriber base with

90.04% of its reported subscriber base remains active. While Tata is the worst

performer among leading pack with less than 50% of its total subscriber base can be

considered as active.

State-wise Analysis

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Indian wireless telephony market is experiencing steady shift towards Easternregion as top 5 markets in terms of highest growth in 2010 are West Bengal (62.2%),

Orissa (60.0%), Bihar (55.5%), U.P. East(51.8%) and U.P. - West (51.4%). All these

figures are significantly higher compared with 43.2% of overall wireless subscriber

growth in India.

In terms of subscriber base, Tamil Nadu is the largest market followed by U.P.

East, Andhra Pradesh, Maharashtra and Bihar. Incidentally, same states occupy top 5

positions on active subscriber parameter.

TALE OF SUCCESS IN A TIME OF FAILURE - THE INDIAN

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TELECOM INDUSTRY

By Now its a well known fact, that Indian Telecom markets are one of the

fastest growing telecom markets across the globe. As numbers revealed by Gurdas

Kamat, minister of state for communications and information technology in the Lok

Sabha, the rural tele-density in the country stands at 18.97 per cent as compared to the

urban-teledensity of 101.38 per cent as of last year.

According to him the overall tele-density is 44.87 per cent as on 31 October this

year. Whereas the global tele-density is around 78.11 per cent on 31 December 2008

(last available). These figures are clear markers of evolving telecom markets in India.

According to a survey report from a Frost and Sullivan, the Indian telecom

industry is expected to reach a size of Rs 344,921 crore by 2012 at a growth rate of over

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26 per cent, and generate employment opportunities for about 10 million people during

the same period, according to

This growth is expected to be fuelled by addition of 400 million subscribers as

well as by growth of ARPU from applications facilitated through VAS services, the

report said.

India currently has 250 million telephone subscribers if we follow the forecasts,

Indias mobile market is to reach as high as 868.47 million users by 2013, with an

estimated compound annual growth rate (CAGR) of 20.45%. The entrance of new

players has increased the competitiveness causing the tariff rates to hit an all time low.

This has allowed mobile services to penetrate into the low income population

attracting more potential users. During 2008, more than 112 million subscribers were

added, increasing the penetration from 20.31% to 29.76% in 2008.

.

Current Players Guiding the Way.

1. Bharti Airtel2. Tata Teleservices

3. Reliance Communication

4. BSNL

5. Loop Mobile (formerly BPL Mobile)

6. MTNL

7. Sistema Shyam Teleservices (SSTL)

8. Aircel

9. Vodafone

10. Idea Cellular

11. Ping Mobile (HFCL Infotel Ltd)

Some New Players : All set to make a Mark

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1. S Tel

2. Unitech Wireless

3. ByCell Communication

4. Etisalat DB Telecom (formerly Swan Telecom)

5. Datacom Solutions

6. Virgin Mobile India

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CHAPTER III

(Brief on the Project)

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MARKETING AND SALES PROMOTION OF

TATA PHOTON + AND CONSUMER PREFRENCE

Tata Photon +

One of the biggest advantage of Data cards is its portability however, unreliability of

speeds has been a issue which plagues these data-cards as it mostly depends on the

strength of the Wireless signals. Even then, most mobile executives prefer using these

data cards.

Till date Data cards came up to speeds of around 3mbps (Non 3G ones, CDMA based)

however, according to latest press release sent to us Tata has launches fastestCDMA based data cards that offer speeds up to 6.2 mbps

A Next-Gen product, Tata Photon Max marks the entry of the CDMA 1000 Rev.B

solution into India. The Rev. B solution will enable Tata to improve capacities,

throughput and latency on its existing network, translating into consistent fast speeds for

all Internet needs of its consumers, right from emailing, social networking, sharing of

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photographs, downloading and uploading heavy files, music downloads, video

streaming and watching live TV on-the-go.

With this launch, Tata Teleservices Limiteds Ver. network will be the fastest CDMA

network in the country, providing users with speeds of up to 6.2 Mbps. The launch

ofTata Photon Max is an important step in providing customers with better speeds for

mobile broadband access, thereby enabling them to experience super-fast speeds on

their laptops, PCs and other devices.

The Tata Photon product portfolio has maintained its leadership position in the market

with exciting customer propositions, customer-friendly tariff options and an exclusive

customer care wing for data services. A dedicated data carrier will ensure that Tata

Photon Max customers have an unparalleled user experience. It will also enhance

TTLs carrying capacity to deal with the explosion of data services, as also provide a

stable and reliable high-speed mobile broadband experiences, for our subscribers.

TATA PHOTON + COMPETITORS

Wireless and Mobile broadband is gaining much popularity these days. In India there

are three major players Reliance Net connect Broadband+, TATA Photon+ and BSNL

EVDO services. There are two new entries in this market. One is MTS Mblaze &

second one is Virgin Vlink. Virgin vlink also the part of Tata Photon+ & using Tatas

network with same tariff plan with same coverage area. A new Player MTS India who

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started its Mobile Broadband services recently. MTS India has launched Mobile

broadband services MBLAZE with Wireless USB modem based on EV-DO (Evolution-

Data Optimized or Evolution-Data only).

MBLAZE premium is same as Reliance Huawei EC168C in terms of design. Device is

compact with a good finish and easily fits in to your pocket. Device is having MicroSDcard reader in it, so that you can use it as a Data Storage pen drive. Device is compatible

for both HSD and CDMA 1X for seamless connectivity. Installation Procedure is Plus

and Play, if you are using the device first time; it may take up to 5 minutes to install all

the drivers (Automatically).

In terms of Download speed MTS BLAZE is ahead of Reliance Net connect+ and

TATA Photon+, probably because of congestion free network(Less no of users). The

download speed on Mblaze is more than 650 kbps. Which is better than Reliance Net

connect+ Tata Photon+ & BSNL EVDO service.

MTS is having high speed BLAZE coverage in 15 cities as of now including Delhi,

Jaipur, Jodhpur, Trivandrum, Calicut, Kochi, Chennai, Coimbatore, Trichy, Bangalore,

Kolkata, Siliguri, Patna, Mangalore and Durgapur. Other Direct competitors TATA

Photon Plus, Reliance Net connect Broadband plus and BSNL are having coverage

across INDIA either in High Speed Network or in CDMA 1X Network. MTS BLAZE is

prepaid service, so no worry about bills. Reliance Net connect+ and TATA Photon+

have also started Prepaid services.

Now question is which Mobile wireless Broadband is best in INDIA, Reliance Net

connect+, TATA Photon+, BSNL EVDO or MTS BLAZE? MTS BLAZE is cheaperthan other services. MTS BLAZE can be a good cost effective mobile broadband

service for you.

TATA PHOTON MAX ON TATA DOCOMO

Tata Teleservices has unveiled Photon Max on Tata DOCOMO, the latest addition to its

Photon family of high-speed mobile broadband access products on the CDMA platform.

Photon Max works on the REV B platform which will provide high-speed mobile

broadband access at up to 14.7 Mbps across the country on the CDMA platform. It will

be available in five metropolitan cites Mumbai, Kolkata, Delhi, Hyderabad and

Chennai, with another 22 key cities across the country set to be mapped by the end of

the year.

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Deepak Gulati, executive president of the mobility business at Tata Teleservices, said,

Tata Photon on Rev.B will provide our customers with unfettered mobile broadband

access and enable them to experience super-fast speeds on their laptops, PCs and other

devices.

Superior In-building Coverage

Tata Photon Plus operates at a frequency of 800 MHz to give you superior

indoor connectivity.

Free all-India Roaming

You can enjoy free roaming across 5 cities in India where Photon Max coverage

is available.

In regions where Photon Max coverage is available, the services will continue to

operate at speeds of up to 6.1 Mbps (Downlink) and 1.8 Mbps (Uplink).

Enhanced Signal reception on the move

The Receive Diversity with dual antennae in the device aids in stronger signal

reception.

Dedicated Spectrum for data Services

Dedicated data spectrum ensures that any voice usage does not impact your

internet experience.

Affordable plans to suit your needs

You can now choose from a range of Unlimited Plans , Usage-based plans,

Time-based plans and Device-bundled offers as per your convenience.

Dedicated Customer Care (1800 266 121 Toll Free)

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TATA PHOTON + POSTPAID AND PREPAID TERRIF RATES

Plan Details for Postpaid users :

Time/ Data Based Plans

Plan NameMonthly Rental

(Rs)Free Usage

Additional Usage

Charges

DataBased

Photon+ Lite 500 0.5 GB Re. 0.50/MB

Photon+ 1GB 650 1 GB Re. 0.50/MB

Photon+ 2GB 750 2 GB Re. 0.50/MB

Photon+ Mega 5GB 950 5 GB Re. 0.50/MB

Photon+ Power

Surf1100 10 GB Re. 0.50/MB

Photon+ Super

Surf1500 15 GB Re. 0.50/MB

TimeBased

Photon+ Use n Pay 250 0 Min Re. 1/Min

Photon+ Daily 60 500 1800 Min Re. 1/Min

Photon+ Daily 120 750 3600 Min Re. 1/MinPhoton+ Day &Night Plan[Day : 7AM to 11PMNight : 11PM to7AM]

950

3600 Min (Day)&

5400 Min(Night)

Re. 1/Min

Photon+ Ultra Plan 1000 7200 Min Re. 1/Min

Advance Rental Plans

PlanName

SubscriptionPeriod (Months)

AnnualRental(Rs.)

Free MonthlyUsage (GB)

AdditionalUsage Charges

Benefit

Photon+ 1GB ARP

12 7800 1 Re 0.5/ MBPhoton+

Device Free

Photon+ 2GB ARP

12 9000 2 Re 0.5/ MBPhoton+

Device Free

Photon+ 5

GB ARP 12 11400 5 Re 0.5/ MB

Photon+

Device Free

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Photon+

10 GB ARP12 13200 10 Re 0.5/ MB

Photon+

Device Free

Add On Packs for MB Based Plans

Pack Name Charges (Rs) Usage (GB)

Night Surf 10 GB pack Rs.200 10GB during night hours (11pm-7am)

Plan Details for Prepaid Users

Amount Usage Validity

Rs. 200 250 MB 30 days

Rs. 500 650 MB 30 days

Rs. 700 1 GB (1024 MB) 30 days

Rs. 850 2 GB (2048 MB) 30 days

Rs. 1000 4 GB (4096 MB) 30 days

Rs. 1200 5 GB (5120 MB) 30 day

Tata Docomo refreshes its campaigning, Keep it simple

A new brand ambassador and a new ad campaign, Tata Docomo surely has new

tricks up its sleeve and has come up with a new ad campaign. The Keep It Simple ad

will feature their new brand ambassador and bollywood star Ranbir Kapoor. The new ad

campaign is claimed to be exciting and innovative and will be featured during the IPL 5

Season and will include the 15 Indian

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TATA DOCOMO launches Unlimited Net Packs

Tata Photon+ Unlimited Postpaid Plans:

Plan Name Monthly Rental Hi-speed EVDO

Usage (Free)

Beyond free

usage

Discount for

1st 12 months

Photon+

Mega 5GB

Unlimited

Rs. 950 5 GB Unlimited usage

at 153.6 kbps

(1X)

Rs. 200 per

month

Photon+

Power Surf

Unlimited

Rs. 1100 10 GB

Photon+

Super Surf

Unlimited

Rs. 1500 15 GB

TATA PHOTON + DEVICE NOW @ JUST RS 1199

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TATA DOCOMO

VISION

I

Trusted Service to 100 million happy customers by 2012.

I

MISSION

I

To empower every Indian to connect with the world affordably.

I

VALUES

Fairness through Meritocracy

Trust based on Accountability

Tenacity for Results Pioneering Spirit Excellence in Execution Leadership with

Humility

I

ASPIRATIONS

To be the most loved Tele-service brand

Simplifying and enriching peoples lives

A joyful place to work

Refreshingly different

SEGMENTATION

Income

Age

Service usage

Nature of customer (institutional, sole)

Life of the service

Geographical condition

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TARGETING

Adopting a multi segment approach.

Offering series of differentiated products to their

Respective markets.

Home calling cards for the family of those professionals

Who work abroad.

.Facilities for circle users.

CURRENT MARKETING OBJECTIVES

Want to be the internet service provider by the end

Of year 2013.

The average revenue per user is being falling now so it

is the objective of TATA DOCOMO to regain the

ARPU.

India is having is high customer base with low

Penetration level that so they want to cash on this

Innovate and deliver on customers total

Communications need

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CURRENT MARKETING STRATEGIES

Using Social Networking and other sites like

Face book, Orkut, Twitter etc. for marketing:

A dedicated Social Media team at Interface was built

To execute the plan.

All products, offers and schemes were first

Announced to our Twitter followers before they

Were allowed on any other media

Innovative customer care:

If the company fails to meet pre-determined levels ofservice standards, the subscribers would be

Compensated with monetary benefits!

Customer Care using Live Chat

MARKETING PLAN

PERSONEL TOUCH IN ADVERTISING

DO AWAY WITH BLACKOUT DAYS

COLLABORATION WITH LOW-END HANDSETS

MANUFACTURERS.

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CHAPTER IV

(Presentation Of Data And Analysis)

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MARKET SURVEY

DAILY ACTIVITY REPORT

S.No. Retailer Name Shop No.

ContactPerson MAKE

ACT

PRE /POST

1 Ajay Traders 1 naza market Ajaymicromax,idea,photon

,mts 10prepai

d

2 Arco Computer 2 naza market Shainshulidea,tata,reliance,micr

omax 50prepai

d

3The Computer

Empire 3 naza marketRajiv

Anand aircel,idea,micromax 50prepai

d

4 Hema Enterprice2 gf nazamarket

RahulAjwani MTS

100

prepaid

5INASA Computer

Store 9a naza market Ameen MTS,Micromax 35prepai

d

6 KF Computel 8gf naza market Faheem Micromax,MTS 50

prepai

d

7Computers

Infotech 3A naza marketRavindra

Jain MTS,Micromax100

prepaid

8 Sagar Infosystem 1A naza market shubham MTS,BSNL 20prepai

d

9 Shubham Infotech2 basant buildnaza market

AshishNigam

micromax,idea,photon,mts 15

prepaid

10 Neelkanth Industry34/4 nazamarket

PreateekJuneja micromax 30

prepaid

11 Neelkanth Industry34/5 nazamarket

PreateekJuneja micromax 20

prepaid

12Supertech Business

Corporation34/6 nazamarket

RajeshManchanda

13 Geeta Interprises34/a nazamarket RK Jaiswal all 15

prepaid

14 Info SellerSamsudHasan

15 Delhi Computer 2A naza marketJagjitSingh all

150

prepaid

16 Sun Infosys 3 naza marketShamKumar

17 Rachit Computer GF fairdeal

Rakesh

Agarwal Micromax 20

prepai

d

18 Bansal ComputerSonu

Dubey Micromax 20prepai

d

19 Devika Computer1 ala complexnaza market

MohitManray

20 Aryan Infotech2 ala complexnaza market Ajay idea 50

prepaid

21DivyanshComputer Gf Nitish all 45

prepaid

22 Shiva Computer3 Ala Complexnaza market Abhinav

23 Laptop World Shop No.9 Bharat photon 25prepai

d

24 HN Computerbasement AlaComplex

ManojTiwari

25 Rex Infotech 12 Ala Complex MK Khan huwaii,micromax20 prepai

d

Date:10/5/12

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DAILY ACTIVITY REPORTS.No. Retailer Name Shop No.

ContactPerson MAKE

ACT

PRE /POST

1 century computer 23 lalbagh OS Ali Photon,Mts 20postpai

d

2 AIT Infotech 34 lalbagh Dheeraj Photon,Mts 12prepai

d

3 Sigma IT Pvt LtdVikas

SinghalMicromax,tata,

mts 30prepai

d

4 Nesco Info System1 Floor Faridi

building Mohit Mts,Idea 40prepai

d

5 Sigma It SuperStore Pvt Ltd Acer Mall Iqbal Tata 35 prepaid

6 Computer House45/5 Manjoor ali

buildingAmit

ShankerTata,idea,micro

max 50prepai

d

7 Computer Infotech1-b Manjoor ali

Building Rakesh

8New IT Super

Soloution 26 Narain Marg Indrasen idea 3prepai

d

9 Harry and co. 9 lalbagh ajay Micromax 10prepai

d

10 Vidya Infotech 9 lalbagh anuj Micromax 60prepai

d

11 Nesco Sakina PlazaMhd

Shahid idea 30prepai

d

12Shobha Computer

Shoppeee Sakina PlazaAtul

Kumar Mts,reliance 5prepai

d

13 Planet Computer Sakina Plaza M.Hasnain idea 4prepai

d

14 computer Galary 2/34 lalbagh Rishabh idea 30prepai

d

15 Info Shopee 34 lalbaghKarunaiShankar

idea,tata,micromax 30

prepaid

16 Digi Zone 34/1 lalbagh

Devesh

Rastogi idea,MTS 30

prepai

d

17 JPS Enterprises UGF shop no 7Ankit

Kumar all 60prepai

d

18 VB Comptech Shop No.10 virendra idea 5prepai

d

19 Shree Computers shop no 9 Shanky

20 Jyoti Infosys shop 1&2 Rajnish idea,micromax 15prepai

d

21 S.A Infocom shop no 3sarif alikhan micromax 10

prepaid

22 Vidga Powerfronia shop no 8 LGF sanjay

23 Info Shopee shop no 10-11 amittondon d-ling 15 prepaid

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24

25

Date:11/5/12

PRODUCTS PLACED ON SHOP

11/5/12

16/5/12

S.No. Retailer Name pcs

1 infosys computer system 1

2 nesco manish gupta 1

3 unitech enterprises 1

4 digital soloutin 1


1 Maa shanti 1

2 maa ambey 1

3 R.N Infotech 1

4 H.N. Incorporation 1

5 Vishwas Computer 1

6 Sameer 27 Gurunank 2

8 Inasa 1

9 Computer Gallary 1

10 Delhi Computer 1

11 Geeta Enterprises 1

12 Inasa 1

13 Sagar Infosystem 1

14 hema Interprises 1

15 G.L Computer 1

16 The Computer Empire 117 Ajay Traders 1

18 Kamla Computers 1

19 Harry and co 1

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5 D K. computer 1

6 Reliable computer 1

7 sri balaji it soloution 1

8 soft infosystem 1

9 dev infotech 1

10 dr laptop 1

11 JBN computers infosyt 1

12 computer point anish 1

13 e machine computer 1

14 skynet infosystem 1

15 jyoti infololoution 1

16 vb comptech 1

17shree computer and

software 1

18 sun infosystem 1

19 jps enterprice 1

20 pindi enterprices 1

21 pindi enterprices 1

22 jps enterprice 1

18/5/12


1 g.l computer 1

2 k.f.computel 1

3computer

infotech(basant) 1

4 shubham infotech 1

5 bansal retail counter 1

6 modern computer 2

7 JBN computer 2

8 planet computer 1

9 digitech 1

10 supertech infosystem 1

26/5/12


1 reliable 1

2 kk enterprice 1

3 ajay cd centere 1

4 laptop house 1

5 laptop zone 1

6 vikash lap care 1

7 dev enterprises 1

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8 computer empire 1

PRODUCTS SOLD TILL NOW


1 gurunank 1

2 g.l computer 1

3 pindi enterprises 1

4 jps enterprises 1

5 jbn computer infosyt 1

6 reliable 1

7 bansal and co. 1

8 Ajay cd centere 1

9 jyoti 1

10 harry and co 1

11 nesco dell 1

12 reliable 1

13 inasa 1

14 jbn computer infosyt 1

15 dev infosys 1

16 computer empire 117 bansal retail counter 1

18 shubham infotech 1

19 jps enterprises 1

20 harry and co 1

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CHAPTER V

(FINDINGS, CONCLUSION AND

SUGGESTIONS)

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BEST VAS PARTICULARS %

AIRTEL 71 55

TATA

DOCOMO 42 32

VODAFONE 12 9

IDEA 1 1

AIRCEL 2 1.5

RELIANCE 2 1.5

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BEST VAS PREFERED BY CUSTOMERS / LUCKNOW

AIRTEL

TATA DOCOMO

VODAFONE

IDEA

AIRCEL

RELIANCE

-Showing the response of the customers towards the best V.A.S. in lucknow.

ANALYSIS AND INTERPRETATION OF DATA

- From the study it is found that 55% of the customers prefer AIRTEL over other

networks.

BEST SMS

PACK PARTICULARS %

AIRTEL 38 29TATA DOCOMO 34 26

VODAFONE 15 12

IDEA 0 0

AIRCEL 8 6

RELIANCE 35 27

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BEST SMS PACK PREFERED BY CUSTOMERS / LUCKNOW

AIRTEL

TATA DOCOMO

VODAFONE

IDEA

AIRCEL

RELIANCE

-Showing the response of the customers towards the best SMS PACK in lucknow.


- From the study it is found that AIRTEL(29%) RELIANCE(27%) & TATA

DOCOMO(26%) are the most preferred telecom brands that provide best SMS

PACKS.

BEST GPRS PARTICULARS %

AIRTEL 36 28

TATADOCOMO 51 40

VODAFONE 4 3

IDEA 10 7

AIRCEL 27 21

RELIANCE 2 1

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BEST GPRS PACK PREFERRED BY CUSTOMERS /

LUCKNOW

AIRTEL

TATA DOCOMO

VODAFONE

IDEA

AIRCEL

RELIANCE

-Showing the response of the customers towards the best GPRS PACK in lucknow.


- From the study it is found that TATA DOCOMO (40%) provides the best GPRS pack

and is very much preferred by the customers.

BARRIERS

Tata DOCOMO recently launched 5 new GPRS on Demand Packs. These GPRS

packs are available at Rs. 5, Rs. 15, Rs. 33, Rs. 48 and Rs. 98. It seems that with 5 new

GPRS on Demand Packs TATA DOCOMO is all set to take on Aircel in GPRS tariffbattle. But are TATA DOCOMO plans are really capable of giving a tough time to

Aircel's GPRS Plans? Do you still want TATA DOCOMO to come up with Unlimited

GPRS Packs?

TATA DOCOMO Aircel

PACK Day free

(7am to

Night

free

Validity DaysPost Free

usage with

PACK Validity

Days

Usage

47
http://mobigyaan.com/tata-docomo-launches-5-new-gprs-packshttp://mobigyaan.com/tata-docomo-launches-5-new-gprs-packs


48/53

11pm)

usage

(11pm to

7am)

validity left

95 200 MB 4 GB 30 50p/1MB 98 30 Unlimited

48 100 MB 2 GB 30 50p/1MB

33 50 MB 1 GB 15 50p/1MB

15 30 MB 500 MB 3 50p/1MB 14 3 Unlimited

5 10 MB12 Mid

Night50p/1MB

-As we see TATA DOCOMO does not provide unlimited usage as compared to its

competitors.

SUGGESTIONS

One should see the various parameters/ behaviour of the customer. Tariff

discouting or Free Try n Buy offer is not beneficial for long term but as everyone knows

that the Life-cycle for the prepaid customer is very small hence Try n Buy offer is the

best which can be used as sampling of the product before the customers goes for the

bigger spend..

Regular on ground activities in the newly explored areas work much better as

compared to any other.We should also focus on the retail education of the VAS and

VAS should also be pushed from counters and substantial margins should be also be

shared with channel partners as they are the best people who can make the changes in

the Brand visibility and Index.

Also the company should aim at customer satisfaction and service so that the

customer is happy and his query is solved quickly keeping him a happy customer.

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CONCLUSION

At the end of the project I conclude that TATA DOCOMO is today the best

telecom brand that provides the best VAS. TATA DOCOMO was the first tele brand

that introduced 3G in INDIA. DOCOMO is a global leader in the VAS 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 thesebeing introduced in the Indian market through the Tata DOCOMO brand.

TATA DOCOMO is very quickly occupying the INDIAN market. Customers

are opting for DOCOMO even when they have a choice for opting AIRTEL,

VODAFONE, etc that are in the telecom field since last 15 years.

Thus wishing TATA DOCOMO luck to achieve its goals and becoming INDIAS

no. 1 telecom brand in the years to come.

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QUESTIONNAIRE- TATA DOCOMO.

1. Name of the retail outlet. ____________________

2. Do you sell GPRS and SMS packsYES NO

3. Which company provides the best VASAIRTEL AIRCELVODAFONE RELIANCE

IDEA TATA DOCOMO

4. Customers prefer (SMS PACKS)AIRTEL AIRCELVODAFONE RELIANCEIDEA TATA DOCOMO

5. Customers prefer (GPRS PACKS)AIRTEL AIRCELVODAFONE RELIANCE

IDEA TATA DOCOMO

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6. Mode of recharge that is preferred by retailers?Paper recharge EVD

7. Mode of recharge preferred by customers?

Paper recharge EVD

8. Are you satisfied with the VAS of DOCOMO?YES NO

9. How many TATA DOCOMO activations in a month? __________

10. EVD recharge in a month? ___________

11. What support do you require to sell more of TATA DOCOMOS GPRS andSMS packs?Better products. Extra margins. (OTF)

Better schemes POS support (Advertisements)other (please specify) ____________________________.

ADDRESS-__________________________DATE- ____________CONTACT NO. _______________

___________________Signature

CURRICULUM VITAE

SURAJ ANAND

CAREER OBJECTIVE:Acquire a position which can further develop and utilize my skills

and abilities in business administration to the best of my Endeavour

and be a part of Welfare Projects.

COURSE: B.B.A.- 4th Semester.

INSTITUTE: Amity University, Uttar Pradesh, Lucknow.

EDUCATION:

Degree/Diploma University/Institute Percentage/CGPAYear of

passingMajor Subjects

B.B.A.

(IV Semester)

Amity University,

Uttar Pradesh,

5.75 (til l IV Sem) 2011 Accounts, Economis, Business

Stats, MIS.

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Lucknow.

12th

Modern Academy Inter

College , Lucknow

(I.S.C)

75% 2009Accounts, Economis,

Commerce, English, Hindi.

10thSeth M R JaipuriaSchool.Lucknow

( I.C.S.E )

70% 2007

English, Maths, Science,

Social Science,

Hindi,Economics.

EXTRA CURRICULAR ACTIVITIES:

Awarded with a certificate for helpfulness and responsibility.

Actively participated and won various inter school debates, recitation, and extempore

speech competition.

Participated in swimming competition organized by seth M R Jaipuria School.

Participated in various athletic and sports events and also won various prizes.

Participated in college fest organizing Samanvey (2011), taking part in tug of war (1st

prize).

PERSONAL INFORMATION:

Strengths:

Hard working, resourceful, determined, convincing, strong will power, work well in a team, Quick

learner, Good in verbal and written communication skills, Good listening skills, Obedient, A self

supporting, well behaved, Polite, an eye for detail, Consistent and rigorous in work.

Gender : Male.

Date of Birth : 11th October 1990.

Father/Guardian name : Mr Vipin Anand.

Fathers Occupation &

Designation : Business man

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Mothers Name :Mrs Rashmi Anand.

Mothers Occupation : Home maker

Contact Address : 1/47 Vijay Khand Gomti Nagar , Lucknow, Uttar Pradesh , 226004.

Contact Number : +91-9793377777

E-mail ID : [email protected]

BIBLIOGRAPHY

-GOOGLE.COM

-WIKIPEDIA

-MOBIGYAN.COM

-QUESTIONNAIRES

-MARKET SURVEY

-TTSL.COM

Documents

Retail Penetration of Vas