Sector Analysis of Telecommunications

7/23/2019 Sector Analysis of Telecommunications

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GROUP 3

A STUDY ON TELECOMMUNICATION- SERVICE PROVIDER

WITH REFERENCE TO INDIAN MARKET

Name & Roll no. : Helen Nunez (150)

Priyanka (151)

Priyanka Raha (152)

Class : MB C !em """

#a$e : 1%$huus$ 2015


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BREIF

ir$el' oa*one' an "ea Cellular+ ,he - ies$ $ele/om layers in "nia hae unsurrisinlyhae manae $o enera$e a /omine reenue share o* 1.-3 o* $he $o$al reenue *or *inan/ial4uar$er $ha$ ene in une' 201%. ,hey alone a//oun$ *or 56.53 o* $o$al sus/riers in "nia a$ $heen o* 72' 201%' a//orin $o $he reor$ y H!BC !e/uri$ies an Cai$al Marke$s ("nia) P$.8$.

Telecom

Ope!"o

S#$%c&$e

M!'e"

S(!e )*+

Re,e#e

M!'e"

S(!e

)*+

B(!"& A&"el 22.9 -1.1

Vo.!/oe 19.5 2-.2

I.e! Cell#l! 15.2 1.1

T!"!

Tele%e,&ce%

6. .1

Rel&!ce

Comm#&c!"&o

%

11. 6.

AIRTEL

INTRODUCTION

Bhar$i ir$el 8imi$e is a roier o* rane o* $ele/ommuni/a$ion seri/es. ,he Comany;srou/$ o**erins in "nia in/lue 2


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ir$el =as name "nias se/on mos$ aluale ran in $he *irs$ eer Brans rankin.

PRODUCTS OFFERED0

Po.#c"% & "(e m!'e"&1 m&2 o/ A&"el

,he /omany roies a =ie array o* rou/$s an seri/es in orer $o re$ain $he ma>imumnumer o* /us$omers. ,he *ollo=in is a lis$ o* i$s rou/$s:

ir$el Pre+ai seri/es

Bla/kerry ireless Hanhel

ir$el Pos$+ai seri/es

alue ae seri/es like ins$an$ alan/e in4uiry' /aller line ien$i*i/a$ion' 2% hour

re/hare *a/ili$y' mul$imeia messain seri/e' /all =ai$ & /all Hol' Caller ier$' ir$el 8ieor$al

!M! ase in*orma$ion seri/es

oi/e mail seri/es

Hello $unes' Rin $ones'

Rin$ones an hello $unes o**ers

Dasy os$+ay ill aymen$ solu$ions

Dn$errise !olu$ions

PRICING STRATEGY

Bhar$i ir$el is lannin $o reu/e illin /hares s$ar$in $onih$ o* i$s os$+ai a*$er $hey

e>haus$ $heir -< an 2< a$a limi$s' a moe $ha$ =ill in/rease s$i/kiness =i$h e>is$in sus/riers

an ush more reai sus/riers $o os$+ai' =hi/h rins hiher marins an reenue *or $he

/omany

Ener $he ne= lan' i* a -< a$a /us$omer =i$h Rs 250 ren$al e>haus$s 1


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G,he ay as you o ra$e is ein elimina$e'G one o* $he eole sai.

,he moe is likely $o ush u -< ao$ion amon e>is$in a$a users =ho hae so *ar ke$ a=ay

ue $o hih $ari**s. erson *amiliar =i$h $he eelomen$ sai $ha$ $he la/k o* *ear o* ill sho/k

=ill en/ourae more a$a usae on ir$els ne$=ork' =hi/h =ill hel $he /omany $o in/rease i$s

aerae reenue er user as =ell oer a erio o* $ime. ,he /omanys RPE in $he anuary+

Mar/h 4uar$er =as Rs16

!imilar o**ers =ill e e>$ene $o 2< /us$omers' u$ /omany o**i/ials say $ha$ $hey =ill e

limi$e $o sele/$ 2< an -< /us$omers. ir$el =ill in*orm i$s -< a$a /us$omers usin 1e/u$ies an analys$s ae.

CHANNEL STRATEGIES

ir$el has a =ie & e**e/$iely srea /hannel s$ru/$ure all oer "nia. ,he /hannel s$ru/$ure issimle an e**e/$ie. Comli/a$ions are ke$ ou$ in orer $o make $he oerall ro/ess erye**e/$ie an e**i/ien$.

,he aoe *iure illus$ra$es $he /hannel s$ru/$ure a$ a reional leel. ,his has een enerallys/ale o=n *or e$$er uners$anin o* $he s$ru/$ure.


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,DRR",,I MNe/u$ies.

POSITIONING AND SEGMENTATION


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CORE STRATEGY

hile Jinnin =i$h Peole; is our /ore s$ra$ey in a /ome$i$ie usiness lans/ae'sus$ainaili$y remains a /ons$an$ in all our seri/es. e eliee in resonsile ro=$h $ha$en/omasses so/ioe/onomi/ emo=ermen$' enironmen$al sus$enan/e' resour/e /onsera$ion'=hile en/ourain innoa$ion an e**i/ien/y.

PROMOTION STRATEGIES

ir$el enaes in aressie marke$in s$ra$ey ranin *rom $rai$ional rin$ meia $o so/ialne$=ork marke$in.Ho=eer' $he /omany;s re/en$ reranin e**or$s ome in $hemarke$an =ere no$ re/eieosi$iely. ,he /omany also enaes in lare s/ale , an rin$ aer$isin. ,he /omany*re4uen$ly uses i /eleri$ies =ho enorse $he seri/es. ,he /omany also manae $o /rea$e i$ssina$ure $une *rom s/ar =innin musi/ian .R.Rahman =hi/h has e/ome one o* $he mos$o=nloae $unes in "nia."$ is also in$eres$in $o no$e $ha$ een su/h seeminly reunan$ a/$ii$ies like roiin

=allaers an s/reensaers $o /omu$er users has roe a ery e**e/$ie marke$in s$ra$ey.,he /omany also o**ers se/ial is/oun$s an o**ers $o i$s sus/riers.ar$ *rom $ha$ ir$el has een hirinseeral *iures *romBolly=oorih$ *rom $he leenarymi$ah Ba/hhan $o iya Balan as $heir ran amassaors. ,he


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Makes an e**or$ $o o reional

Re/en$ reranin e**or$ has *aile in $he marke$

FUTURE PLANS ENVISION

ur ision is $o enri/h $he lies o* our /us$omers. ur osession is $o =in /us$omers *or li*e$hrouh an e>/e$ional e>erien/e.

e aim $o =ork $o=ars our ision' rien y our alues o* "R + lie' "n/lusie & Rese/$*ul.

ALIVE

e are alie $o $he nees o* our /us$omers. e a/$ =i$h assion' enery an a /an+o a$$i$ue $ohel our /us$omers realize $heir reams. "nnoa$ion an an en$rereneurial siri$ rie us + i* i$/an;$ e one' =e;ll *in a =ay.

INCLUSIVE

ir$el is *or eeryone + =e /hamion iersi$y' re/onizin $he rea$h an e$h o* $he/ommuni$ies =e sere.e o $his y hain an oen min an emra/in /hane.

RD!PDC,FE8

e lie $he same lies as our /us$omers' sharin $he same Koys an $he same ains. e neer*ore$ $ha$ $hey are =hy =e e>is$. e a/$ =i$h ue humili$y' al=ays oen an hones$' $o a/hieemu$ual rese/$.

VODAFONE

INTRODUCTION

oa*one is one o* $he =orl;s rea$es$ $ele/ommuni/a$ion rans.

oa*one "nia 8$. is $hese/on lares$ moile ne$=ork oera$or in"niay sus/rier ase'

a*$er ir$el. "$ is hea4uar$ere in Mumai' Maharash$ra. "$ has aro>ima$ely 1- million

/us$omers as o* !e$emer 201%. "$ o**ers o$hreaian os$ai

hone/oerae $hrouhou$ "nia =i$h e$$er resen/e in $he me$ros.

,he /omany emloys oer 65'000 s$a** =orl=ie an enKoys a enerous /us$omer ase o* 1-0

million. ,he usiness is in oera$ion in -1 /oun$ries =orl=ie. #esi$e $he /ome$i$ion *rom

similar /omanies' oa*one' in "nia is ro=in $remenously as a /omany like in o$her ar$s

o* $he =orl as i$ $ries $o roll ou$ i$s ien$i$y in$o ne= marke$s. "n *a/$' $he /omany is alreaylis$e in $he Ne= Iork !$o/k D>/hanes' $hus' $his has hele i$ in ainin loal re/oni$ion.

oa*one "nia oera$ions =iene i$s ase in $he year 200 =hen i$ ouh$ maKori$y o* s$ake in

Hu$/hison ,ele/ommuni/a$ions o* Hon Lon *or 11 illion. "n "nia' i$ oera$es as a Koin$

en$ure =i$h Dssar. oa*one "nia;s omes$i/ ar$ner is $he Piramal


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MARKET SHARE

oa*one is $he se/on lares$ layer in $ele/om oera$or in "nia a*$er ir$el' =i$h a marke$ shareo* 22.53

Telecom Ope!"o S#$%c&$e M!'e" S(!e

)*+

Re,e#e M!'e" S(!e )*+

Vo.!/oe 19.5 2-.2

,his ae =as las$ moi*ie on 26 une 2015' a$ 0:%-

BRAND AND DISTRIBUTIONoa*one;s rou/$s an seri/es are aailale ire/$ly' ia oa*one s$ores an /oun$ry se/i*i/oa*one =esi$es' an inire/$ly ia $hir ar$y seri/e roiers' ineenen$ ealers'is$riu$ors an Re$ailers' $o o$h /onsumer an usiness /us$omers in $he maKori$y o* marke$suner $he oa*one ran.

DISTRIBUTION AND CHANNEL OF SALES AT VODAFONEoa*one is$riu$ion /hannel in "nia normally /on$riu$es rouhly 95+0 3 o* $o$al usinessolumes. ,he is$riu$ion Moel /omrises asi/ally /omrises o* $hree en$i$ies+

1. is$riu$or =ho is ien a $erri$ory $o seri/e.

2. #is$riu$or F! (Fee$ on !$ree$O on ayroll o* $he is$riu$or) =ho is aoin$e y $heis$riu$or $o seri/e a ar$i/ular area o* his oerall $erri$ory.-. Re$ailer =ho is an en$i$y =ho ur/hases s$o/k *rom $he is$riu$ors. ,hrouh $he F! o*

his area) an sells i$ $o $he en /onsumer.

PRODUCTS CATEGORY0 Charers

Conne/$ii$y

,he a$e=ay simly lus in$o your roaan line' oos$in your - sinal rih$ $hrouhyour home. "$s also small' so youll harly no$i/e i$s $here.

Hease$s & heahones

Fle> arm /rale

, a l k i n y o u r / a r + = h i l e y o u r h a n s s $ a y * i r m l y o n $ h e = h e e l . , h eoa* on e /a r /r a le is esine *or any hanse$. us$ a$$a/h $he su/$ion /a$o your =ins/reen' or /li $he /rale $o your air + en$. No mess. No $ools. Nohassle.

Memory /ars


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IN SERVICES ARE

Pos$ai an reai seri/es

3G

iPhone

oa*one 8aun/he iPhone lans on 1 anuary 2015 =i$h oa*one 6L an 10L lans

*or iPhone %s'5s'5/'6

M-Pesa

M+Pesa' rane as M+Paisa ($heaisaein $he larely unuse suuni$ o* $he "nian

ruee)' =as laun/he in "nia as a /lose ar$nershi =i$h H#FCank in Noemer 2011.

oa*one "nia ha ar$nere =i$h o$h H#FC an "C"C"'"C"C" laun/he M+Pesa onril 19' 201-.

oi/e messaes

Ma/hine+$o+ma/hine

Ma/hine+$o+ma/hine (JM2M;) /ommuni/a$ion allo=s usinesses $o au$oma$e $he /a$ureo* a$a' er*orm real+$ime ianos$i/s an reair an $o /on$rol asse$s remo$ely.

Business manae seri/es

s /us$omers look $o imroe $heir e**i/ien/y $hey are in/reasinly lookin $o oa*one $o$ake /on$rol o* $heir $e/hnoloy *or $hem.

oa*one ne Ne$

oa*one ne Ne$ rins $oe$her *i>e an moile /ommuni/a$ions in one sys$em. "$means $ha$ eery user /an hae Kus$ one numer *or $heir esk hone an moile' an oneoi/email o> *or $heir messaes.

oa*one Money ,rans*er

,he oa*one Money ,rans*er sys$em is aailale in $hree /oun$ries =i$h 1- million

/us$omers moin E!-.6 illion urin $he year.

PRICING STRATEGIES

: mon$hly ri/e lans

B: ay as you o lans
https://en.wikipedia.org/wiki/Paisahttps://en.wikipedia.org/wiki/Indian_rupeehttps://en.wikipedia.org/wiki/Indian_rupeehttps://en.wikipedia.org/wiki/Indiahttps://en.wikipedia.org/wiki/Indiahttps://en.wikipedia.org/wiki/HDFC_Bankhttps://en.wikipedia.org/wiki/ICICIhttps://en.wikipedia.org/wiki/Paisahttps://en.wikipedia.org/wiki/Indian_rupeehttps://en.wikipedia.org/wiki/Indian_rupeehttps://en.wikipedia.org/wiki/Indiahttps://en.wikipedia.org/wiki/HDFC_Bankhttps://en.wikipedia.org/wiki/ICICI


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C: /all /hares =hile oin aroa

#: ay mon$hly /all /hares

D: usiness /all /hares

PROMOTED STRATEGIES

oa*one "nia has laun/he a se/ial monsoon o**er *or

all Mumbaikars. Ener $his monsoon o**er' oa*one =ill o**er *ree -< in$erne$ $o all $hose =ho uy sele/$ !amsunsmar$hones an use ei$her a reai or a os$aioa*one /onne/$ion

oa*one "nia =an$s $o /elera$e #i=ali =i$h i$s

/us$omers ia i$s #i=ali sale. "$ is no= o**erin 903 o** a$ i$s .!"! SMS ,o&ce !.$o#% c!.%$o i$s reai /us$omers o* $he #elhi an NCR reion.

!MD "N,DRD!,"N< FC,! BE, !:

E// o" % "!' e "o $oo %" %!l e% $4 ,o. !/o e )"( e 5oo 5oo %e&e%+0

oa*one;sne= series o* aer$isemen$s *ea$ure loale =hi$e' lare+heae /rea$ures $ha$ haea$$ra/$e more $han 29'500 *ans on *a/e ook. ,hey are so /u$e'O $hey remin meo* Caser =ho =as my *aouri$e /ar$oon.O

Vo.!/oe l!#c(e% p(oe% /o "(e poo

From no= on=ars millions o* eole all $hrouh $he =orl /oul a//ess moile hones *or $he*irs$ $ime =i$h $he release o* oa*one;s *irs$ ul$ra+/hea o=n+rane hones..

Vo.!/oe6% "&e-#p 7&"( $8e8%8" 9 !&l7!46%0

s a ar$ o* $he /us$omer rela$ionshi manaemen$ oa*one /ame ou$ =i$h a uni4uelan o* roiin i$s /us$omers =i$h u$mos$ ease o* ayin $heir ills on $he rail=ay la$*orms &in $he us es.

SEGMENTATIONS AND POSITIONING

!emen$a$ions :

Demo1!p(&c0oa*one uses $he o//ua$ion ase/$ in $he emorahi/ /a$eory o* semen$a$ion. ,heyiie $heir users as /onsumer an usiness. n $heir =esi$e $hese $=o semen$s are/a$ere $o y $=o /omle$ely i**eren$ =e aes.,he usiness users are o**ere /omany solu$ions' ma/hine $o ma/hine solu$ions an allo$her en $o en usiness /onne/$ii$y solu$ions. ,he /onsumers on $he o$her han area ainsemen$e as *ollo=s

Geo1!p(&c0
http://mtaram.wordpress.com/2009/05/03/here-come-the-zoozoos/www.vodafone.in/http://mtaram.wordpress.com/2009/05/03/here-come-the-zoozoos/www.vodafone.in/


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,he /omany roies i**eren$ lans' $ari**s an o**ers $o i**eren$ /us$omers eeninon $he s$a$e $ha$ $hey /ome *rom.

Be(!,&o!l )U%e S"!"#%+0

,he users are *ur$her semen$e eenin uon=he$her $hey are os$ai users or

reai users. !eara$e lans are $hen roie$o ea/h user eenin uon $heir /a$eory.

,are$in :

oa*one is ao$in a mul$i semen$ $are$in. ,hey are $are$in $he hih en user'

lo=en user' $he usiness ro*essional as =ell as $he /ommon man

CORE STRATEGY 9 IMPACTS

successful Marketingstrategy followed oa*one inorer lan *or $he *u$ure an in =ake o* moile numer or$aili$y e/ie $o is$in/$ly ien$i*y i$s alue aeseri/es y laun/hin $he oozoos /amain urin $he "nian Premier 8eaue 2 ("P8+2).Cri/ke$ is /onsiere $o e a reliion in "nia'an oozooz /a$ure a$$en$ion o* nearly $=o illion eole urin $he "P8. Peole

eaerly =ai$e *or reaks e$=een ma$/hes $o see more s$ories aou$ oozoo. oozooshae een su//ess*ul in iin oa*one a makeoer an es$alishin ma>imum ranresen/e. "$ is ane>/ellen$ e>amle o* a =ell+lai ou$ marke$in s$ra$ey. "$ =as a *resh aninnoa$ie /on/e$an oa*one =oner*ully romo$e $heir seri/es y /rea$in i**eren$s$ories *ea$urinoozoos. ,here =ere no /eleri$y enorsemen$s. ,he /harm o* $he oozoo=as i$sel* a rea$sel*+marke$in s$ra$ey an $hey =ere ins$an$ su//ess amon masses.i$hin *e= ays'oozooz /rea$e a hue auien/e *or $hem' iin a oos$ $o $he

oa*one ran.Peole =ere alreay in a=e o* $hose /u$e an loale /hara/$ers' u$ $he/uriosi$y heih$ene=hen oa*one is/lose $ha$ oozooz =ere no$ anima$e' ra$herhumans =ere layin $hose/hara/$ers. Peole =ere hunrier $o kno= aou$ $heir *aori$eoozooz."n $he se/on hase' a*$er $he release o* $hese as' oa*one romo$e $hese/hara/$ers onso/ial meia si$es' =hi/h =as ano$her =ise e/ision. oozoo *an /lus are$here on so/ialne$=orkin si$es like Fa/eook' Iou,ue' rku$' ,=i$$er' an many more'=here $hey hae ahue *ollo=ins. No= oa*one has announ/e $o laun/h $he oozooooies like zoozoo$oys' zoozoo mus' zoozoo key/hains' zoozoo $+shir$s' e$/

FUTURE PLAN

"$ has also inne i$s *u$ure on $he sale o* suer*as$ *our$h+enera$ion moile ne$=orks' or %


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,ha$ =ill rin /ore earnins o=n $o a rane o* 11.% illion ouns $o 11. illion ouns *or

2015' *rom $he 12.9 illion ouns i$ re/ore in 201% + i$sel* o=n .% er/en$. ,he *ore/as$ *or

2015 =as =ell elo= $he aerae e>e/$a$ions o* 12.5 illion ouns y analys$s' a//orin $o

Reu$ers a$a.

GFull year 2015 is an in$eres$in one *or oa*one as $he /omany makes sus$an$ial ines$men$s

in orer $o make a /learer is$in/$ion e$=een $he 4uali$y o* i$s ne$=ork an $he /ome$i$ion'G

CORE STRATEGY 9 IMPACTS

ur 2015 en$errise s$ra$ey is ase on si> illars: a//elera$in our /onere o**ers?/onsolia$in our lea in M2M? ro=in oa*one

H&%"o4

#urin i$s in/e$ion in 15' i$ya Birla

1'%'16 /ell si$es /oerin '51- $o=ns an -'6-'590 illaes as on 71FI16.

PRODUCTS OFFERED0


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Q #,H Q "ea Pos$+Pai

Q "ea Pre+ Pai Q "ea "n$erne$ #a$a /ar

Q "ea !,# oo$h hone Q "ea PC Coin o>

Q o"P "n$erna$ional /all /ars Q o"P 8ease "n$erne$ 8ine

Q H#FC Bank R#SF# Prou/$s

PRICING STRATEGY

P&c&1 %"!"e14 !. Impleme"!"&o

ne o* $he main ima/$ o* in/rease /ome$i$ion is $he ri/e =ars amon /omanies =hi/h resul$$o lo=er $heir ri/es (1aise er se/on)' $o surie in $he marke$. "ea shoul also *ollo= $he

same ri/in s$ra$ey $o remain in $he marke$ e/ause /us$omer =ho /hoose iea *or lo= ri/e

=ill else moe $o o$her lo= ri/e moile seri/e roiers =hi/h is *ur$her araa$e y soon

=i$h in$rou/$ion o* MNP (moile numer or$aili$y) =here /us$omer on$ re4uire $o /hane

$heir numer. Ho=eer *inan/ial imli/a$ions o* ri/in moel =ill a**e/$ $he oerall ro*i$aili$y

o* /omany.

,his $urn o=n is mainly e$ermine y $=o *a/$ors: reu/e $ari** an /us$omer is ille on er

se/on ra$her $han er minu$e e/ause reiously =hen a /us$omer $alke *or 10 se/ons he =as

/hare *or one minu$e u$ no= i* $he /us$omer /alls *or only 10 se/on $hen he =ill /hare *or10 se/on only. ,hese lo= leels o* marins are no$ sus$ainale in $he lon $erm' =here a*$er

some $ime $hey hae $o in/rease $heir ri/es $o sus$ain in marke$. l$houh "ea /an i/k u on i$s

ro*i$aili$y y reu/in oera$in /os$s. "ea shoul $ry $o *o/us on i$s maKor rural marke$ y

reu/in ri/es an kee loyal $o ran.

CHANNEL STRATEGIES

Objective:

"ea Cellular oera$es in all 22 seri/e areasS/ir/les ar$s =here more $han 63 reenue /omes

*rom areas like #elhi' P'


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My "ea an "ea one: ,he ire/$ re$ail shos *rom "ea =hi/h roie all seri/es *rom uyin

ne= /onne/$ion $o ay ills re/hare $ous' lan /hane' uyin =irless seri/es or iea

rou/$s. ,hese ou$le$s are lo/a$e =i$hin $he /i$y area $o /oer ma>imum users.

8o/al Re$ailers: ,he au$horise is$riu$ors o* "ea seri/es lo/a$e any=here in $he /i$y. ,hey

only roie seri/es like ne= /onne/$ions an re/hare $o us u$ no$ eal in seri/es se/ial

like los$ !"M rela/emen$' /us$omer /omlain$ hanlin e$/. $ some o* $hese shos' $here are*a/ili$ies *or ill aymen$ an /he4ue ro o>.

"n$erne$: ,he Comany /an also o$ain all in*orma$ion *rom "ea =esi$e.Cus$moers /an also ay

$heir ills' uy $o us.

SEGMENTATION

CURRENT CUSTOMER SEGMENTATION

"ea Cellular /urren$ly semen$s i$s /us$omer ro*ile in$o 2 asi/ rous

1) Preai Cus$omers

2) Pos$+ai Cus$omers

Preai Cus$omers are enerally $he ersonal use /us$omer rou i.e. non ins$i$u$ional. ,hissemen$ a//oun$e *or aroun 903 o* $he /us$omer ase (2009 *iures) an $he remainin 203=as a//oun$e *or y $he os$ai /us$omer ase.,he /us$omer ase is also semen$e in$o rous a//orin $o $he mon$hly reenue enera$e:

,he semen$a$ion here is one as:

1. "P /us$omers: ,hese are $he /us$omers =ho *orm $he "P rou as $he name sues$s an/omrises o* MPs' M8s' inus$rialis$s an o$her hih ro*ile /us$omers. ,hese are ienhih a$$en$ion in seri/es as $hey are key $o imlemen$a$ion o* seri/es a/ross $heirreions.

2. Corora$e Cus$omers: ,hese are $he /us$omers hain more $han *ie /onne/$ions $o $heirname an enera$e reenues in e>/ess o* Rs. 10000 a mon$h. ,hese are usually

ins$i$u$ionally rien /onne/$ions an are os$+ai /us$omers. !eri/e 4uali$y in $erms o*alue e !eri/es roie in/luin re*eren$ial /us$omer seri/e $rea$men$ isroie $o re$ain $hese hih alue a//oun$s.

-. Pla$inum Cus$omers: ,hese are $he /us$omers =hose /urren$ mon$hly e>eni$ure on "eaCellular !eri/es is in e>/ess o* Rs.1500 er mon$h. ,he reenue enera$e *rom $hesea//oun$s in/lues oi/e' #a$a an ! seri/es. roun 603 o* $hese are *rom $he os$+ai rou =hile $he remainin %03 are *rom $he re+ai rou. "ns$i$u$ional Cus$omersa//oun$ *or aroun 03 o* $he os$+ai ase =hile $he remainin are $he ersonal usae


15/22

/us$omers.

%.


16/22

POSITIONING

Market Position and Branding:

Brand Strategy:

"Innovate. Stim!ate. iberate."

,he $ele/om inus$ry is ro=in a$ a ery rai a/e. s er $he nso** Prou/$ (ook e$ails)+

"#D oin alon =i$h $he Marke$ #eelomen$ !$ra$ey. Main *o/us o* "ea is $o $are$ ne=

marke$s *or e.. :rural area o* "nia. "ea moile roies a**orale an reliale seri/es =i$h

e**i/ien$ an s$ale ne$=ork in /oun$ $o' innoa$ie an /us$omise rou/$s $ha$ se$ *ree

/us$omers *rom limi$a$ions o* $ime

,he i**eren$ a /amains ase on Gn "ea /an /hane your li*eG (*inally a a series /alleG=ha$ an iea sirKiG) mainly *o/use $o=ars /rea$in ne= ieas' raise a=areness an roie

solu$ions $o so/ial issues =hi/h rins $he resen/e o* "eas ne$=ork in e$h eery=here a/ross

"nia.

FUTURE PLANS ENVISION

Strategy #or ne$t year:

Follo=in $he $rai$s' moile marke$ /oul rea/h ma$uri$y in ne>$ 5+6 years =here $hen

i**eren$ia$ion shoul ase only on $he seri/es moile /omanies roie. !o *or /omin years"ea moiles shoul /on/en$ra$e more on uran marke$ as =ell =i$h ne= seri/e o**erin as

resen$ly "ea is more /on/en$ra$e $o rural marke$. ,he *ollo=in /oul e some ne= *ea$ures

$hey shoul /onsier.

!e$u more an more My "ea s$ores' an "ea ones =hi/h hel $hem $o ire/$ly in$era/$ =i$h

$he /us$omers roie e$$er solu$ions $o $heory re4ues$s. Be/ause o* "nia la= *or se/uri$y norms'

ro/ess *or alyin ne= /onne/$ion is s$ill manual? "ea shoul $ry $o ease $he ro/ess $o in/rease

$he /us$omer e>erien/e.

TATA DOCOMO

INTRODUCTION

,a$a #CM is an "nian /ellular seri/e roier on $he
https://www.google.co.in/search?client=firefox-beta&hs=5Ty&rls=org.mozilla:en-US:official&channel=np&q=tata+docomo+founder&stick=H4sIAAAAAAAAAGOovnz8BQMDgzkHnxCXfq6-gVm5ZY55lZZ6drKVflJpcWZeanExnBGfX5BalFiSmZ9nlZZfmpeSWiRkkfLq24upP7f9jNuwqdQjIr1pfzYAMfVt0FQAAAA&sa=X&ved=0CJoBEOgTKAAwFWoVChMIu5WcosymxwIVQ1aOCh0DEAGhhttps://www.google.co.in/search?client=firefox-beta&hs=5Ty&rls=org.mozilla:en-US:official&channel=np&q=ratan+tata&stick=H4sIAAAAAAAAAGOovnz8BQMDgxMHnxCXfq6-gVm5ZY55lRIniG1imZGUrqWenWyln1RanJmXWlwMZ8TnF6QWJZZk5udZpeWX5qWkFtVvEt0f7PCy7usimecrzVbKyyTNYgIA6rbAul8AAAA&sa=X&ved=0CJsBEJsTKAEwFWoVChMIu5WcosymxwIVQ1aOCh0DEAGhhttps://www.google.co.in/search?client=firefox-beta&hs=5Ty&rls=org.mozilla:en-US:official&channel=np&q=tata+docomo+founded&stick=H4sIAAAAAAAAAGOovnz8BQMDgykHnxCXfq6-gVm5ZY55lZZqdrKVfn5RemJeZlViSWZ-HgrHKi2_NC8lNeVD9Mo5CZXXoiofrr34kOO3VNwkZQMA_M8M_1IAAAA&sa=X&ved=0CJ4BEOgTKAAwFmoVChMIu5WcosymxwIVQ1aOCh0DEAGhhttps://www.google.co.in/search?client=firefox-beta&hs=5Ty&rls=org.mozilla:en-US:official&channel=np&q=tata+docomo+parent+organization&stick=H4sIAAAAAAAAAGOovnz8BQMDgwMHnxCXfq6-gVm5ZY55lZZBRrmVfnJ-Tk5qcklmfp5-flF6Yl5mVSKIU2xVkFiUmleigCyooGZwmyms2u9fS_UnuYWf2l5GGV0BAAjJb3JdAAAA&sa=X&ved=0CKEBEOgTKAAwF2oVChMIu5WcosymxwIVQ1aOCh0DEAGhhttps://www.google.co.in/search?client=firefox-beta&hs=5Ty&rls=org.mozilla:en-US:official&channel=np&q=ntt+docomo&stick=H4sIAAAAAAAAAGOovnz8BQMDgzcHnxCXfq6-gVm5ZY55lRIniG1kUGJZrmWQUW6ln5yfk5OaXJKZn6efX5SemJdZlQjiFFsVJBal5pUoIAve6PSYXnrG73ix4kXfdIW5S2ftPyUOAFalmzpoAAAA&sa=X&ved=0CKIBEJsTKAEwF2oVChMIu5WcosymxwIVQ1aOCh0DEAGhhttps://www.google.co.in/search?client=firefox-beta&hs=5Ty&rls=org.mozilla:en-US:official&channel=np&q=ntt+docomo&stick=H4sIAAAAAAAAAGOovnz8BQMDgzcHnxCXfq6-gVm5ZY55lRIniG1kUGJZrmWQUW6ln5yfk5OaXJKZn6efX5SemJdZlQjiFFsVJBal5pUoIAve6PSYXnrG73ix4kXfdIW5S2ftPyUOAFalmzpoAAAA&sa=X&ved=0CKIBEJsTKAEwF2oVChMIu5WcosymxwIVQ1aOCh0DEAGhhttps://www.google.co.in/search?client=firefox-beta&hs=5Ty&rls=org.mozilla:en-US:official&channel=np&q=tata+indicom&stick=H4sIAAAAAAAAAGOovnz8BQMDgw8HnxCXfq6-gVm5ZY55lRKYbWJmml5cqGWQUW6ln5yfk5OaXJKZn6efX5SemJdZlQjiFFsVJBal5pUoIAvKf_h66Jr66b9Z26oerapIaOXNmZkJAATJqotpAAAA&sa=X&ved=0CKMBEJsTKAIwF2oVChMIu5WcosymxwIVQ1aOCh0DEAGhhttps://www.google.co.in/search?client=firefox-beta&hs=5Ty&rls=org.mozilla:en-US:official&channel=np&q=tata+docomo+founder&stick=H4sIAAAAAAAAAGOovnz8BQMDgzkHnxCXfq6-gVm5ZY55lZZ6drKVflJpcWZeanExnBGfX5BalFiSmZ9nlZZfmpeSWiRkkfLq24upP7f9jNuwqdQjIr1pfzYAMfVt0FQAAAA&sa=X&ved=0CJoBEOgTKAAwFWoVChMIu5WcosymxwIVQ1aOCh0DEAGhhttps://www.google.co.in/search?client=firefox-beta&hs=5Ty&rls=org.mozilla:en-US:official&channel=np&q=ratan+tata&stick=H4sIAAAAAAAAAGOovnz8BQMDgxMHnxCXfq6-gVm5ZY55lRIniG1imZGUrqWenWyln1RanJmXWlwMZ8TnF6QWJZZk5udZpeWX5qWkFtVvEt0f7PCy7usimecrzVbKyyTNYgIA6rbAul8AAAA&sa=X&ved=0CJsBEJsTKAEwFWoVChMIu5WcosymxwIVQ1aOCh0DEAGhhttps://www.google.co.in/search?client=firefox-beta&hs=5Ty&rls=org.mozilla:en-US:official&channel=np&q=tata+docomo+founded&stick=H4sIAAAAAAAAAGOovnz8BQMDgykHnxCXfq6-gVm5ZY55lZZqdrKVfn5RemJeZlViSWZ-HgrHKi2_NC8lNeVD9Mo5CZXXoiofrr34kOO3VNwkZQMA_M8M_1IAAAA&sa=X&ved=0CJ4BEOgTKAAwFmoVChMIu5WcosymxwIVQ1aOCh0DEAGhhttps://www.google.co.in/search?client=firefox-beta&hs=5Ty&rls=org.mozilla:en-US:official&channel=np&q=tata+docomo+parent+organization&stick=H4sIAAAAAAAAAGOovnz8BQMDgwMHnxCXfq6-gVm5ZY55lZZBRrmVfnJ-Tk5qcklmfp5-flF6Yl5mVSKIU2xVkFiUmleigCyooGZwmyms2u9fS_UnuYWf2l5GGV0BAAjJb3JdAAAA&sa=X&ved=0CKEBEOgTKAAwF2oVChMIu5WcosymxwIVQ1aOCh0DEAGhhttps://www.google.co.in/search?client=firefox-beta&hs=5Ty&rls=org.mozilla:en-US:official&channel=np&q=ntt+docomo&stick=H4sIAAAAAAAAAGOovnz8BQMDgzcHnxCXfq6-gVm5ZY55lRIniG1kUGJZrmWQUW6ln5yfk5OaXJKZn6efX5SemJdZlQjiFFsVJBal5pUoIAve6PSYXnrG73ix4kXfdIW5S2ftPyUOAFalmzpoAAAA&sa=X&ved=0CKIBEJsTKAEwF2oVChMIu5WcosymxwIVQ1aOCh0DEAGhhttps://www.google.co.in/search?client=firefox-beta&hs=5Ty&rls=org.mozilla:en-US:official&channel=np&q=tata+indicom&stick=H4sIAAAAAAAAAGOovnz8BQMDgw8HnxCXfq6-gVm5ZY55lRKYbWJmml5cqGWQUW6ln5yfk5OaXJKZn6efX5SemJdZlQjiFFsVJBal5pUoIAvKf_h66Jr66b9Z26oerapIaOXNmZkJAATJqotpAAAA&sa=X&ved=0CKMBEJsTKAIwF2oVChMIu5WcosymxwIVQ1aOCh0DEAGh


17/22

,a$a #CM is an "nian /ellular seri/e roier on $he

an oerall sus/rier ase o* oer -6 million.

,a$a ,eleseri/es is T2 in $erms o* marke$ share in #elhi NCR reion =i$h a sus/rier ase o* 5

million.

"n Noemer 2009' aanese $ele/om ian$N,, #o/omoi/ke u a 26 er /en$ e4ui$y s$ake in

,a$a #o/omo' a susiiary o* ,a$a ,eleseri/es' *or aou$ 1-0. illion (E!2.0 illion) or an

en$errise alue o* 502.6 illion (E!. illion). N,, #CM announ/e on 25 ril

201% $ha$ $hey are oin $o sell 1003 o* $heir shares in ,a$a #CM $o ,a$a ,eleseri/es an

e>i$ "nian ,ele/om. ,he reason *or e>i$ is e/ause o* hue loss o* 1.- illion.

"n Feruary 2009' ,,!8 announ/e $ha$ i$ =oul roie C#M moile seri/es $are$e

$o=ars $he you$h' in asso/ia$ion =i$h $he irin #o/omo ran (,a$a "ni/om *or #elhi NCR)

PRODUCTS OFFERED

,a$a+#o/omo also laun/he i$s *irs$ moile hanse$ in !e$emer2010

Dn$errise #a$a

o ireline

o "n$erna$ional Pria$e 8ease Cir/ui$ ("P8C)

o


18/22

o ieo !eri/es

o 82 Mul$i/as$

o Manae ieo Conne/$

o ireless #a$a

o Pho$on

o -lains ho= $his =orks. Rs. 0.01Sse/on is a marke /hane *rom $he Re1Smin an Rs. 0.%Smin /hares $ha$ usually aly.

oi/e ase seri/es are also ein ri/e =i$h a er+se/on+ulse: 2% hour musi/ an oi/e /ha$are ri/e a$ Rs. 0.02Sse/on. Caller ,une sear/h seri/e J


19/22

PROMOTIONAL STRATEGIES ADOPTED

s a $ele/om seri/e roier /omany #CM /ore rou/$ is i$s !"M /ar an

seri/es. "$ ao$s many sales romo$ional mi> $ools $o /a$ure $he marke$. ,he main $ools=hi/h' /omany has ao$e $o romo$e sales are:

er$isin

!ales romo$ion an C!R Den$s an e>erien/es

Puli/ rela$ions an uli/i$y

#ire/$ marke$in

POSITIONING 9 SEGMENTATION

,a$a ,eleseri/es roies moile seri/es uner $he *ollo=in ran names:

,a$a #oCoMo(C#M &


20/22

Telecom c&cle CDMA :G 3G

E$$ar Praesh (es$)

es$ Benal

ssam

Nor$h+Das$

ammu an Lashmir

#elhi

i$h e**e/$ *rom 1 une 201-' #o/omo oes no$ o**er os$ai seri/es' on o$h C#M an


21/22

BIBLIOGRAPHY

ir$el

h$$s:SSen.=ikieia.orS=ikiSir$elV"nia

h$$:SS===.maskool./omSusiness+ar$i/lesSmarke$inS%5-9+semen$a$ion+$are$in+an+

osi$ionin.h$ml

h$$:SS===.air$el.inS

oa*one

h$$:SS===.marke$in1./omSmarke$in+mi>+oa*oneS

h$$s:SSen.=ikieia.orS=ikiSoa*oneV"nia ,his ae =as las$ moi*ie on 26 une

2015' a$ 0:%-

h$$:SS===.inian$ele/omne=s./omSne=sSair$el+oa*one+iea+reenue+share+42+201%+

1-1.h$ml

h$$:SS===.a/aemia.euS5-2%-6-SComarisonVo*Vir$elsVanVoa*onesVmarke$inVs$

ra$eyVinV"nia+ in =e a$ 0- e/ 201-

h$$s:SS===.s/ri./omSo/S29090006SSPR#EC,!+!DR"CD!+FFDRD#+BI+

#FND

h$$:SSuk.reu$ers./omSar$i/leS201%S05S20Suk+oa*one+rou+iELLBN0D00CW201%0520

h$$:SS*oresinia./omSar$i/leSse/ialSoa*one+$o+laun/h+%+seri/es+in+*ie+/ir/les+in+

2015S%0-1-S1Ti>zz-ih#h/2

"ea

h$$s:SSen.=ikieia.orS=ikiS"eaVCellular

h$$:SS===.-iea.inS

h$$:SS===.iea/ellular./omS

,, #CM

h$$:SS===.slieshare.ne$SBas$oBaisSs$ra$ei/+marke$in+roKe/$kan$i+na$h+anerKee

h$$s:SSen.=ikieia.orS=ikiS,a$aV#oCoMo

h$$:SS===.$a$ao/omo./omSusinessSrou/$s+seri/es.as>

h$$:SS===.usiness$oay.inSmaazineS/oer+s$orySies$+inian+innoa$ion+++$a$a+

o/omoSs$oryS205925.h$ml
https://en.wikipedia.org/wiki/Airtel_Indiahttp://www.mbaskool.com/business-articles/marketing/4538-segmentation-targeting-and-positioning.htmlhttp://www.mbaskool.com/business-articles/marketing/4538-segmentation-targeting-and-positioning.htmlhttp://www.airtel.in/http://www.marketing91.com/marketing-mix-vodafone/https://en.wikipedia.org/wiki/Vodafone_Indiahttp://www.indiantelecomnews.com/news/airtel-vodafone-idea-revenue-share-q2-2014-131.htmlhttp://www.indiantelecomnews.com/news/airtel-vodafone-idea-revenue-share-q2-2014-131.htmlhttp://www.academia.edu/5324363/Comparison_of_Airtels_and_Vodafones_marketing_strategy_in_Indiahttp://www.academia.edu/5324363/Comparison_of_Airtels_and_Vodafones_marketing_strategy_in_Indiahttps://www.scribd.com/doc/28080006/9/PRODUCTS-SERVICES-OFFERED-BY-VODAFONEhttps://www.scribd.com/doc/28080006/9/PRODUCTS-SERVICES-OFFERED-BY-VODAFONEhttp://uk.reuters.com/article/2014/05/20/uk-vodafone-group-idUKKBN0E00CX20140520http://forbesindia.com/article/special/vodafone-to-launch-4g-services-in-five-circles-in-2015/40313/1#ixzz3ih7WDhc2http://forbesindia.com/article/special/vodafone-to-launch-4g-services-in-five-circles-in-2015/40313/1#ixzz3ih7WDhc2https://en.wikipedia.org/wiki/Idea_Cellularhttp://www.3gidea.in/http://www.ideacellular.com/http://www.slideshare.net/BastoBagis/strategic-marketing-projectkanti-nath-banerjeehttps://en.wikipedia.org/wiki/Tata_DoCoMohttp://www.tatadocomo.com/business/products-services.aspxhttp://www.businesstoday.in/magazine/cover-story/biggest-indian-innovation---tata-docomo/story/205825.htmlhttp://www.businesstoday.in/magazine/cover-story/biggest-indian-innovation---tata-docomo/story/205825.htmlhttps://en.wikipedia.org/wiki/Airtel_Indiahttp://www.mbaskool.com/business-articles/marketing/4538-segmentation-targeting-and-positioning.htmlhttp://www.mbaskool.com/business-articles/marketing/4538-segmentation-targeting-and-positioning.htmlhttp://www.airtel.in/http://www.marketing91.com/marketing-mix-vodafone/https://en.wikipedia.org/wiki/Vodafone_Indiahttp://www.indiantelecomnews.com/news/airtel-vodafone-idea-revenue-share-q2-2014-131.htmlhttp://www.indiantelecomnews.com/news/airtel-vodafone-idea-revenue-share-q2-2014-131.htmlhttp://www.academia.edu/5324363/Comparison_of_Airtels_and_Vodafones_marketing_strategy_in_Indiahttp://www.academia.edu/5324363/Comparison_of_Airtels_and_Vodafones_marketing_strategy_in_Indiahttps://www.scribd.com/doc/28080006/9/PRODUCTS-SERVICES-OFFERED-BY-VODAFONEhttps://www.scribd.com/doc/28080006/9/PRODUCTS-SERVICES-OFFERED-BY-VODAFONEhttp://uk.reuters.com/article/2014/05/20/uk-vodafone-group-idUKKBN0E00CX20140520http://forbesindia.com/article/special/vodafone-to-launch-4g-services-in-five-circles-in-2015/40313/1#ixzz3ih7WDhc2http://forbesindia.com/article/special/vodafone-to-launch-4g-services-in-five-circles-in-2015/40313/1#ixzz3ih7WDhc2https://en.wikipedia.org/wiki/Idea_Cellularhttp://www.3gidea.in/http://www.ideacellular.com/http://www.slideshare.net/BastoBagis/strategic-marketing-projectkanti-nath-banerjeehttps://en.wikipedia.org/wiki/Tata_DoCoMohttp://www.tatadocomo.com/business/products-services.aspxhttp://www.businesstoday.in/magazine/cover-story/biggest-indian-innovation---tata-docomo/story/205825.htmlhttp://www.businesstoday.in/magazine/cover-story/biggest-indian-innovation---tata-docomo/story/205825.html


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h$$:SS===.ukessays./omSessaysSmarke$inSromo$ional+mi>+o*+$a$a+o/omo+marke$in+

essay.h
http://www.ukessays.com/essays/marketing/promotional-mix-of-tata-docomo-marketing-essay.phphttp://www.ukessays.com/essays/marketing/promotional-mix-of-tata-docomo-marketing-essay.phphttp://www.ukessays.com/essays/marketing/promotional-mix-of-tata-docomo-marketing-essay.phphttp://www.ukessays.com/essays/marketing/promotional-mix-of-tata-docomo-marketing-essay.php

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