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STUDY OF TATA DOCOMO

R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.

PROJECT REPORT

ON

“STUDY OF TATA DOCOMO”

Prepared By

DARSHAN RAVINDRANATH WATKAR

Student of

B.M.S. (Bachelor of Management Studies)

2011-12

SUBMITTED TO

UNIVERSITY OF MUMBAI

AND

R.E. SOCIETY‟S

R.P. GOGATE COLLEGE OF ARTS & SCIENCE,

AND

R.V. JOGALEKAR COLLEGE OF COMMERCE,

RATNAGIRI





Avowal

I, the undersigned hereby declare that the project report titled

“STUDY OF TATA DOCOMO” prepared under the guidance of

Mrs.Shameem.J.Memon is an original work by me. The Findings and

recommendations of the study are based on the information collected

by me. The information collected by me is true to best of my

knowledge.

Date: 10th

September 2010.

Place: Ratnagiri

Darshan Ravindranath Watkar





ACKNOWLEDGEMENTS My special thanks got to our principal Dr. Subhash Deo for

giving me an opportunity to do this project and also vice principal of

commerce faculty Mr. B. K. Ghate. Not to forget our coordinator Mr.

M. R. Sakhalkar for their precious support.

I would express my gratitude to Mrs. Ashwini Deosthali, HOD

of BMS department & Mrs. Shameem J. Meman for their

philanthropic and overriding efforts for developing my career.

My novice of the practical world would not have got me far,

had it not been under the direction of Mrs. Shameem J. Meman, my

project guide.

It was a formidable task but the active guidance and help fromSathish Eknath Ghosalkar (Manager, Roopraj Telecom) it would not

have diluted into a research project.

Last but not least I wish to acknowledge the support of my

family, friends, and each and every member contributed to this

project.





Need of the Project

The word competition is redefined in the telecom sector. In

the world of cut throat competition, the telecom sector is fighting for

survival. Every company is trying to outperform the other. If this was

not enough there comes a price-war among the telecom companies.

The fire was ignited by Tata Docomo. The price levels were lowered

to such a point where it was very much uncomfortable for the other

organizations. This was the penetration strategy used by Tata

Docomo. Docomo forced to change the policies and strategies of other

companies. Docomo has emerged as the price leader in the sector and

to study the growth of this company was very much important from

my point of view.





INDEX

SR. NO. TOPICSCHAPTER 1

01 EXECUTIVE SUMMARY

02 OBJECTIVES

03 METHODOLOGY

04 LIMITATIONS

CHAPTER 201 HISTORY

02 COMPANY PROFILE

03 CUSTOMER SATISFACTION

04 MARKETING STRATEGY

05 AVAILABILITY

06 PLANS

07 COMPETITORS ANALYSIS

08 SWOT ANALYSIS

CHAPTER 3

01 PRESENTATION AND INTERPRETATION OF

DATA

02 FINDINGS

03 RECOMMENDATIONS

04 CONCLUSION

CHAPTER 4

01 ANNEXTURE

02 WEBLIOGRAPHY AND BIBLIOGRAPHY





EXECUTIVE SUMMARY

TATA DOCOMO is Tata Teleservices Limited's

TTSL telecom service on the GSM platform arising out of the Tata

Group's strategic alliance with Japanese telecom major NTT

DOCOMO in November 2008. Tata Teleservices has received a pan-

India license to operate GSM telecom services, under the brand

TATA DOCOMO and has also been allotted spectrum in 18 telecom

Circles. TTSL and has already rolled out its services in various

circles. India is the fastest growing major mobile market in the world

.Building on leading position in the market, TTSL. Aims to capitalize

on the growth potential to significantly increase the subscriber base

and market share. The telecom sector is increasing day by day and the

competition is getting more and tougher. Initially Tata service was

providing CDMA and after tie up with DOCOMO they come up inGSM as TATA DOCOMO.

The project is about customer satisfaction for Tata

Teleservices Limited with special Reference to GSM prepaid

customer in Ratnagiri city. As the title suggest, how the customer is

satisfied with the service of Tata teleservice through GSM prepaid

mobile. The primary objective of this research project is to find thesatisfaction level of GSM prepaid mobile user and to find out the

reason why user prefer any particular technology. The second

objective was to study the features of the technology. The research

was carried out in survey method. The data for this research was





collected by two methods. Primary data was collected with the help of

questionnaires and interviews.Different questionnaires were used for GSM and non existing users.

Secondary data regarding company profile and GSM information was

collected from internet. The sampling technique used was random

sampling. The sampling size was 200 for each GSM, non existing

user.





OBJECTIVES OF THE PROJECT

The objectives of this study/project as follows:

To study the schemes and services provided by Tata Docomo.

To study the various tariffs charged by Tata Docomo.

To study the unique features and services offered by Tata

Docomo.

To perform a SWOT analysis of TATA Docomo. To know the impact of promotional activities on the purchasing

behavior of the buyer.

To study the Customer satisfaction level regarding the services

provided by Tata Docomo.





RESEARCH METHODLOGY

PRIMARY DATA:

Data collected from sample of 200 people in Ratnagiri involved in

different professions by questionnaire method.

Data collected by visiting Tata Docomo Retail Shop (Roopraj

Telecom).

SECONDARY DATA:

Data Collected from Internet.

Information received from various pamphlets, brochures and

journals of Tata Docomo.





LIMITATION

Sample size was restricted to Ratnagiri city as it was difficult to

approach people outside that because of time constraint. So sample

size was limited.

Improper decision- many respondents could not have sufficient time

to answer/ fill the questionnaire.

Inadequate information- some of the questions were not answered/

filled properly or accurately.

Project study was conducted only for 3 months June to September

2011

Limitation of the study:

The study was limited to Tata Docomo prepaid mobile user only.

The study was limited only to know the level of satisfaction of the

prepaid Tata customer and no further action was taken to make

them satisfied if they were not satisfied.

The study was limited to only few days so each and every aspect of

satisfaction could not be covered.

The management did not disclose the confidential data.





COMPANY PROFILE TATA DOCOMO is Tata Teleservices Limited's TTSL

telecom service on the GSM platform arising out of the Tata Group's

strategic alliance with Japanese telecom major NTT DOCOMO in

November 2008. Tata Teleservices has received a pan-India license to

operate GSM telecom services, under the brand TATA DOCOMO

and has also been allotted spectrum in 18 telecom Circles. TTSL and

has already rolled out its services in various circles.

The launch of the TATA DOCOMO brand marks a

significant milestone Indian telecom landscape, as it stands to redefine

the very face of telecoms in India. Tokyo-based NTT DOCOMO is

one of the world's leading mobile operators-in the Japanese market,

the company is clearly the preferred mobile phone service provider with a 50 percent market share.

NTT DOCOMO has played a major role in the evolution

of mobile telecommunications through its development of cutting-

edge technologies and services. Over the years, technologists at

DOCOMO have defined industry benchmarks like 3G technologies,

as also products and services like the i-mode TM, mobile payment and

a plethora of lifestyle-enhancing applications. Today, while most of

the rest of the industry is only beginning to talk of LTE technology

and its possible applications, DOCOMO has already started

conducting LTE trials in physical geographies, not just inside

laboratories!





DOCOMO is also a global leader in the VAS (Value Added

Services) space, both in terms of services and handset designs, particularly integrating services at the platform stage. The Tata

Group-NTT DOCOMO partnership will see offerings such as these

being introduced in the Indian market under the TATA DOCOMO

brand.

TATA DOCOMO has also set up a 'Business and Technology

Cooperation Committee, comprising of senior personnel from both

companies. The committee is responsible for identification of the key

areas where the two companies will work together. DOCOMO, the

world‟s leading mobile operator will work closely with Tata

Teleservices Limited management and provide know- how on helping

the company develop its GSM business.

Despite being a late entrant, Tata Indicom, TTSL's CDMA

brand, has already established its presence and is the fastest-growing

pan-India operator. Incorporated in 1996, Tata Teleservices Limited is

the pioneer of the CDMA 1x technology platform in India. Today

Tata Teleservices Limited, along with Tata Teleservices

(Maharashtra) Ltd, serves over 37 million customers in more than

320,000 towns and villages across the country offering a wide range

of telephony services including Mobile Services, Wireless Desktop

Phones, Public Booth Telephony and Wire line Services.





HISTORY

Tata Teleservices Limited now also has a presence in the

GSM space, through its joint venture with NTT DOCOMO of Japan,

and offers differentiated products and services under the TATA

DOCOMO brand name. TATA DOCOMO arises out of the Tata

Group‟s strategic alliance with Japanese telecom major NTT

DOCOMO in November 2008. TATA DOCOMO has received a pan-

India license to operate GSM telecom services and has also been

allotted spectrum in 18 telecom Circles. The company has rolled out

GSM services in 14 of India‟s 22 telecom Circles in a quick span of

under six months. The company plans to launch pan-India operations

by the end of FY 2009-10.TATA DOCOMO marks a significant

milestone in the Indian telecom landscape, and has already redefined

the very face of telecoms in India, being the first to pioneer the per-

second tariff option- part of its „Pay for What You Use‟ pricing

paradigm. Tokyo-based NTT DOCOMO is one of the world‟s leading

mobile operators-in the Japanese market, the company is the clear

market leader, used by over 50% of the country‟s mobile phone users.





Corporate Philosophy

With the aim of creating a new world of communications

culture, we NTT DOCOMO will devote all the skills, know-how and

energy towards the establishment of more "personal communication"

with our customers that contribute to their heartfelt satisfaction.

A New World of Communications Culture

More personal communication

Reliable access

Real time access

E-communication One-to-one “personal This gives birth to a new world of communications culture

Freedom to enjoy communications anytime, anywhere with anyone

Opening of endless lifestyle horizons





To achieve this

In order to create a world of more innovative and enriched

communications, we will improve service quality, aggressively move

forward with the development of various services. We will also

research and develop a more advanced user-friendly communications

interface, and at the same time we will provide these services and

technologies to an ever expanding area.

Customer Satisfaction:

Communications those are always ready when needed.

Capability to contact whomever, from wherever and whenever the

customer desires.

Happiness that comes from heart-to-heart communications.

Bringing customers another step closer to realizing their dreams.

Responding to every customer with consideration, courtesy and

thoroughness.

Providing products that give customers easy and convenient

access to cutting-edge functionality.

To achieve this

First and foremost, we will fulfill expectations of customers by

fulfilling our response to their needs through improved service

quality, building original networks, enriching functionality and

expanding the service area. In addition, by providing an

expanding and ever-improving selection of services at inexpensive





rates, we will deliver satisfaction to a growing diversity of

customers.

Making the most of the talents of each individual in our company.

Respect for the individuality and sense of values that are unique to

each person.

Enable internal corporate communication to flow free from

vertical and horizontal organizational barriers. Make the most of the ideas of each individual.

Foster a corporate culture that is not restricted by conventional

thinking and systems.

Create a creative office environment that supports the fulfillment

of the individual.

Fostering an "open" corporate culture that welcomes the ideas and

views of the individual.

Evaluate personnel based on their merits.

Build a company that overflows with a challenging spirit.

To achieve this

By improving our system and programs for the enhancement

of human resources and unifying our human resource development,

we will empower each individual to exert their skills to the utmost of

their capabilities and discover new potential. At the same time, we

will strive to create a workplace that motivates individuals through

measures such as improvement of the working environment and labor

conditions and enhancement of health and welfare benefits.





VISION

We will leverage our strength in executing complex

global scale projects to make leading edge information and

communication services affordable by all individual consumers and

business in India. We will offer unparalleled value to create customer

delight and enhance business productivity. We will also generate

value for our capabilities beyond Indian borders while enabling

millions of India‟s knowledge workers to deliver their services

globally.





STATISTICS

Third largest telecom network in the world.

Largest operator in INDIA is BSNL.

INDIA‟S mobile market is the fastest growing market in the

world.

World‟s leading Japan based Telecom Company.

Over the years technologies of DOCOMO has defined industry

bench marks like 3G technology.

It is the global leader in value added services.

TATA telecom Incorporated in 1996.

Tata Teleservices is the pioneer of the CDMA 1x technology

platform in India. Deep involvement in the launch of 3G has

inspired us to create an infrastructure that will allow people

and all kinds of objects to communicate a wealth of

information. Extended systems will link the home, the office

and any number of other locations to bring greater

convenience to all aspects of everyday life. For the future, it is

our aim to incorporate information gathered by all five senses

to achieve an array of services far beyond anything envisaged

to date.

NTT DOCOMO is already making rapid progress in such

areas through a wide range of innovative research, building

expertise and techniques as we move forward towards exciting

new business opportunities.

Innovating dreams





Our goal is to create a broad array of exciting new services.

Services that will bring undreamed-of convenience to peopleeverywhere.

In addition to Audio Barcodes and 3D Display System

introduced in this website, cutting edge technologies beyond

the imagination are already under development. These include

a system that makes distant objects feel like an extension of

the human body for ultra realistic experiences, and advanced

chips that will allow items such as household appliances to

communicate. What's more, we are actively realizing 4G

technology such as MIMO (Multiple-Input-Multiple-Output)

multiplexing technology and a wireless access

communications system, as well as contributing to the

establishment of specifications for global standardization.

Researchers at NTT DOCOMO have a clear vision of the

future. A future that will unite all of the above advances and

many more, to create a world where people can communicate

at a higher level, regardless of time and space

Telecom industry in India is dominated by major companies

like Airtel, Vodafone in GSM services.

Competition is very intense due to low differentiation.

India ended March this year with 391.76 million mobile lines

and tele density is around 36.98.





Airtel enjoys 33.9%, Idea 11.6% Vodafone 19.6 and Tata CDMA

has 7.2% of market share respectively. PRICE

It having attractive tariff plan: TATA DOCOMO having

1paisa /sec it is applicable for both prepaid and postpaid





Disruptive Innovation in the Indian

Telecom Industry by Tata Docomo Wikipedia defines disruptive innovation as an innovation

that improves a product or service in ways that the market does not

expect, typically by being lower priced or designed for a different set

of consumers.

Indian Telecom space was “Disrupted” by Tata Docomo

when they came out with a „1 paisa per second‟ tariff.

We have earlier seen how Reliance India Mobile

changed the mobile industry by coming up with the lowest tariff in the

beginning of this decade. The call charges were around Rs 2-3 per

minute and because of Reliance this was brought down to around Re 1

per minute.

Tata Docomo was the next one to employ disruptive

innovation in the Indian mobile industry. Currently the game is not

played on the price front but Value added services front, which is

evident from the advertisements of Airtel (Madhavan and Vidya

Balan) and Vodafone (Zoozoos) in the past.

If Aircel is redefining how telecom operators approach

value added services and GPRS in India, Tata Docomo is doing its bit

to change billing practices.

The joint venture between Tata Teleservices and Japanese

telecom major NTT Docomo officially began rollouts with a plan to

invest $2 billion for its pan-India GSM services.





Customer Satisfaction The 21 century belongs to the service sector. The

customer of yester year was a silent person who uncomplainingly

purchased the goods from the market place. There is a new customer

emerging today. Customer satisfaction can be defined as, customer

satisfaction is the feeling derived by the consumer when he compares

the actual performance of the product‟s with the performance that he

expects of it.

The measurement of the customer satisfaction typically

begging when a company realizes that their customer s is the people,

who provide the revenues that, hopeful, will cover expenses. Most

companies start by establishing a customer satisfaction baseline. Then

they target year by year improvement.

Understanding customer requirement and delivering

superior quality goods and services to achieve composer satisfaction

lead to the retention and growth of the customer.

General Idea about the satisfied customer:

Satisfaction is a persona‟s feeling of the pleasure or

disappointment. It is resulting from comparing a product‟s perceived

performance with his or her expectations from it. Satisfaction is more

of an emotional concept. Today organization are aiming at high

satisfaction rather than at customer delight because customers who are





just satisfied still find it easy to switch over when a batter offers

comes along. Those who are highly satisfied are much less ready toswitch over. High satisfaction or delight creates an emotional bound

with the brand and customer starts looking at an offering emotionally

and just rationally.

The aim of marketing is to meet and satisfy target customers

needs and wants but knowing customer is never simple. Customer

may state their needs and wants but act otherwise. They may not be in

touch with their deeper motivations. They may respond to influential

to change their mind at the last minute. Some of today‟s most

successful companies are raising expectation and delivering

performances to match. These companies are aiming at TCS- Total

customer Satisfaction.

Increasing competition (whether for-profit or nonprofit) is

forcing businesses to pay much more attention to satisfying

customers. In a competitive marketplace where businesses compete

for customers, customer satisfaction is seen as a key differentiator and

increasingly has become a key element of business strategy.

Customer Loyalty:

These four factors will greatly affect your ability to build a loyal

customer base:

Products that are highly differentiated from those of the

competition.





Higher end products where price is not the primary buying factor.

Products with a high service component.

Multiple products for the same customer.

Loyal Customers and Loyal Workforces

Building customer loyalty will be a lot easier if you have a

loyal workforce not at all a given these days. It is especially important

to retain those employees who interact with customers such as sales

people, technical support, and customer-service people. Many

companies give a lot of attention to retaining sales people but little to

support people.

The increasing trend today is to send customer service and

technical support calls into queue for the next available person. This

builds no personal loyalty and probably less loyalty for the firm.

Before going this route, be sure this is what your customers prefer.

Instant Feedback:

Recently, many organizations have implemented feedback loops

that allow them to capture feedback at the point of experience. For

example, National Express, one of the UK's leading travel companies

invites passengers to send text messages whilst riding the bus. This

has been shown to be useful as it allows companies to improve their

customer service before the customer defects, thus making it far more

likely that the customer will return next time.





Listen to your customers:

Is there anything more exasperating than telling someone what

you want or what your problem is and then discovering that that person

hasn‟t been paying attention and needs to have it explained again? From

a customer‟s point of view, I doubt it. Can the sales pitches and the

product babble. Let the customer talk and show them that you are

listening by making the appropriate responses, such as suggesting how

to solve the problem.





MARKETING STRATEGY

Tata Docomo appears to be banking heavily on its tariff plans

the company is offering a 1 second pulse instead of the usual 1 minute

pulse that other telecom operators are offering. This means that

consumers are charged on a per second basis, instead of a per minute

basis, and end up saving money on unused seconds. A nifty little

application “How much can you really save” on Docomo‟s website

explains how this works. Rs. 0.01/second is a marked change from the

Re 1/min and Rs. 0.49/min charges that usually applies.

MARKETING MIX

4P‟S OF MARKETING MIX:

Product

Price

Place

Promotion.

PRODUCT:

TATA DOCOMO having good range of services. Tata Docomo

provides both postpaid and prepaid services. Tata Docomo having

good quality network which provides clarity in voice.





PRICE:

It having attractive tariff plan: TATA DOCOMO having

1paisa /sec it is applicable for both prepaid and postpaid.

PLACE:

It is having good range of channels of distribution: As

Tata already exist in this field of telecommunications as Tata Indicom.

It has wide range of channels of distribution to sell TATA DOCOMOservices.

PROMOTION:

Advertising: TATA DOCOMO following different style of

advertising pattern in TV „and newspapers. Due to that reason it was

reaching public very fast.





TATA DOCOMO PRICING STRATEGY

Tata Docomo appears to be banking heavily on its tariff plans

the company offers a 1 second pulse instead of the usual 1 minute

pulse that other telecom operators were offering. This means that

consumers are charged on a per second basis, instead of a per minute

basis, and end up saving money on unused seconds. A fifty little

application “How much can you really save” on Docomo‟s website

explains how this works. Rs. 0.01/second is a marked change from the

Re 1/min and Rs. 0.49/min charges that usually apply.

Now while this plan might sound unique, it isn‟t that it hasn‟t

been tried before back in 2004, Tata Indicom had launched 1 second

pulse plans, which going by their current plans, appears to have been

shelved.At present, Tata Docomo has launched voice portals, 24-hour music,

cricket commentary and voice chat, apart from offering free Missed

Call Alerts and Voice Mail.





Interestingly, voice based services are also being priced with

a per-second-pulse: 24 hour music and voice chat are priced at Rs.0.02/second. Caller Tune search service „Genie‟ is also being priced at

Rs. 0.02/second. This is a marked change, again, from the per minute

pricing, and can offer consumers cheaper options.

An initiative that has taken the service provider

industry by storm

The pay per second model has really paid off well for the

latest entrant in the Indian GSM space, Tata-Docomo. The new

pricing strategy from Tata-Docomo has changed the rules of the GSM

game, which is dominated by AirTel and Vodafone. Tata-Docomo

also launched its first mobile handset in September 2010.

Mobile pricing innovation – Tata Docomo now

charges per website for Mobile Browsing!

This is surely a first world over – Tata Docomo have gone

ahead and launched an innovative mobile Internet offering which

allows users unlimited usage of their favorite websites on mobile for a

fixed cost.

Tata Docomo has been forefront in coming up with various attractive

pricing schemes, especially, in the pay-per-use paradigm. They were

first to introduce pay per second billing on calls, which now is

followed by every mobile service provider. They followed it with pay-





per-minute and pay-per-call pricing plans as well which has made

them one of the fastest growing Mobile companies in India.The new pay-per-website offering however, takes it to

a complete different level and unheard of pricing strategy. This is a

very thoughtful strategy and something which has potential to growth

rapidly. Tata Docomo pricing strategy.

Pay per site offer two combination: Those only interested in single websites need to pay Rs 10 per site

Those with multiple site browsing needs can opt for a combo pack at

just Rs 25 per month.

Customers have a bundle of options within various

categories of social networking sites (Facebook, Twitter, and Linked

In, Orkut), mail options (Gmail, Yahoo, Rediff) and chat messengers(GTalk, Yahoo! Messenger, Nimbuzz).

Having said this, there is also a caveat – If you thought it was

valid for unlimited use…it is not.

Tata Docomo pay per site plan categorizes each service

under 2 different genres – Social Networking Site and Emailing &

Instant Messaging. Each site under this genre is priced at Rs. 10/- bundled with 200 MB free data usage valid for 30 days, post which

customers will be charged at 1p/kb. There are also 2 Combo options

SNS Combo Pack and Emailing Combo Pack and each Combo Pack

is priced at Rs. 25/- bundled with 500 MB free data usage post which

the customers will be charged 1p/kb.





We have been quite impressed the way Tata Docomo have

gone about their innovative pricing models as well as marketingstrategies.

“Per Character” SMS Pricing

On 8th September 2009, the GSM branch of the Indian carrier

Tata introduced a novel pricing strategy for text messaging. Under the

brand “Diet-SMS“, Tata-DOCOMO bills its customers “by-the-character”, rather than on a per message basis.

It is a very attractive marketing scheme, since many wireless

subscribers, almost by habit, tend to pepper their text messages with

abbreviations and acronyms.

Under the new plan, Tata-Docomo charges “one paisa per

character”. For example, a text which reads “tnx” (for “thank -you”)

is charged at 3paise instead of the normal sms charge.

The Impact

Tata Docomo has gathered significant market share, owing to its

pricing strategies.

Existing mobile operators are matching the price and the clear

winners are the subscribers since all the competition is sending the

prices downhill.

Tata Docomo pricing strategy.





ADVERTISING MEDIA CHANNELS

India Tata Docomo, the youngest among telecom players

in India to offer GSM, is Presently banking on its services to garner

visibility and a share in the telecom pie. The launch of Tata Docomo

also announced the intention of the brand to associate with the thought

'do'. Tata Docomo, for the first time in the country, offered pay-per-

second billing; though other telecom providers have followed suit

since. The company has carried out a few adverts that highlight the

brand's unique features and some other topical advertising during

Ganesh Chaturthi and Diwali. The latest from the GSM provider is the

'Friendship Express' TVC. The ad opens inside train, where everyone

is doing their own thing. A couple of the travelers don't like the

solemn mood and start humming the Docomo tune. Slowly and

steadily, others pitch in and soon most of the train is singing along.

The ad ends with the super, 'Why walk alone when we can dance

together'.





Tata Docomo launched „ Keep it Simple‟ campaign with

Rabir Kapoor!

Cutting through the clutter that the Indian telecom landscape

finds itself in with customers forced to jostle with confusing and

complicated products, services and tariff plans Tata DOCOMO is

„Doing the New‟ again, with the launch of its new brand campaign,

aptly titled „Keep It Simple‟. Tata DOCOMO‟s unique Keep I t Simple

Campaign is in a form of a stand-up comedy show with many

episodes, which will be aired during the course of this IPL season. It

focuses largely on how Tata DOCOMO simplifies the telecom

experience, and hence the consumer‟s life, by providing differentiated

products and services. Each individual advertisement starts by

illustrating a complexity in the category, and presents the Tata

DOCOMO product and/or service as a means of simplifying things.

This campaign is simple, captures the various moods of Ranbir

depicting those of Tata DOCOMO





Advertisement strategy

Tata DOCOMO ropes in Ranbir Kapoor as brand ambassador

NEW DELHI: Tata Docomo, the GSM brand of Tata Teleservices

(TTSL), today appointed Bollywood star Ranbir Kapoor as its brand

ambassador.

The company has inked a two-year contract with Kapoor and

will roll out various televisions, print and outdoor campaigns with the

actor, starting with the upcoming Indian Premier League (IPL)

tournament.

"We think Tata Docomo is an inspirational brand and so is

the charm and personality of Ranbir Kapoor, so it is a great match.

We will leverage him in various campaigns to build the brand

further," TTSL Head Corporate Marketing Gurinder Singh Sandhu

told PTI.

Tata DOCOMO will undertake various marketing initiatives

with Ranbir Kapoor, including television commercials, print

campaigns, outdoors and retail front displays, he added.

The company will introduce its new campaign during theIPL tournament, which kicks off on April

According to media analysts, Tata Docomo is expected to

spend in excess of Rs 50 crore for the 360-degree campaign during the

IPL season.





Other telecom operators like Bharti Airtel, Idea Cellular

and Reliance Communications have also appointed Bollywood starsas their brand ambassadors.

While Airtel has worked with Shahrukh Khan, Saif Ali Khan

and Kareena Kapoor, Idea Cellular has Abhishek Bachchan as its

ambassador. Reliance Communications has worked with Hrithik

Roshan.

Vodafone, on the other hand, has found success with its

'Zoozoos', the egg shaped cartoon characters featured in its ad

campaign.

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CALL RATES:





Market Competitors of Tata Docomo:

Airtel

Reliance Communication

BSNL

Idea

Aircel

Vodafone





SERVICES & NETWORK AVAILABLE

Currently, Tata Docomo mobile services available

in these following circles:

Bihar & Jharkhand

Tamil Nadu

Orissa

Andhra Pradesh

Karnataka

Kerala

Kolkata

Maharashtra & Goa

Madhya Pradesh

Chhattisgarh

Haryana

Chennai

Eastern Uttar Pradesh





Western Uttar Pradesh

Punjab

Rajasthan ,Recently Launched Aand Rest of West Bengal,

Recently Launched.





PLANS

Tata DOCOMO Daily Plans.

When every day is different,

why have a fixed plan? A

brand new day calls for a

brand new plan. Choose

from Daily plans on local,

STD, Night calling, GPRS

& Music and make your

own Daily Plan.

Benefits:

Anytime purchase

Minimal cost

Ease of process

How to subscribe:

Dial *141# and choose from Daily plans on local, STD, Night calling,

GPRS & Music.





Product options:-

Daily Rental Packs (Rs.2)

All local at 1p/2sec

STD at 3p/4sec

Local Night On-net at 1p/10sec

Local On-net at 1p/6sec

USA/Canada & UK(F) at 3p/sec

Gulf at 11p/sec

All local & National SMS at 1p

Weekly Rental Packs (Rs.10)

All local at 1p/2sec

STD at 3p/4sec

Local Night On-net at 1p/10sec

Local On-net at 1p/6sec

USA/Canada & UK(F) at 3p/sec

Gulf at 11p/sec

All local & National SMS at 1p

Talk More

30 local minutes @ Rs.5 on

Tata DOCOMO Network.

30 local minutes @ Rs.12 across

Networks.

30 local/National minutes @ Rs.14

10 Local/National minutes @ Rs.5

Night Talk

Now converse through the night.

60 Free Local Night minutes on

Tata DOCOMO Network.

30 Free local On-net minutes @ Rs.3

20 Free local minutes @ Rs.5





a. GPRS

10MB Free Browsing @ Rs.5 only.

World Calling

10 minutes to USA/Canada @ Rs.20

5 minutes to USA/Canada @ Rs.10

a. Entertainment

15 minutes FREE music @ Rs.5

a. Cricket

Cricket Alerts @ Rs.5/day

Terms and Conditions:

Daily implies active till 12 midnight on the same day of pack

activation. Ex: A subscriber activated the pack on 25th

Feb'10 then the

pack with daily validity will expire at midnight of 25th

Feburary'10#.

In case on night packs the expiry of the pack will be 7 am of the nextday of activation of the pack. Ex: A subscriber activated the night

pack on 25th

Feb'10 then the pack with daily validity will expire at 7

am of 26th

Feburary'10#.

The pack will get activated maximum within 2 hrs of request receipt

on the system. You will get an automated confirmation SMS once the

same is configured on our systems. You can activate multiple packs in a day.





Pay Per Site Packs:-

Pay Per Site Type MRP(Rs.) Validity

(Days)

GPRS free

Usage

Combo Packs

Mail Combo Mail 25 30 500MB

„Social Networking

Sites‟ Combo

SNS 25 30 500MB

Mail Packs

Gmail+GTalk Mail 10 30 200MB

Rediffmail Mail 10 30 200MB

Yahoo Mail

+

Yahoo Messenger

Mail 10 30 200MB

'Social Networking Sites‟ Packs

Facebook SNS 10 30 200MB

Twitter SNS 10 30 200MB

LinkedIN SNS 10 30 200MB

Orkut SNS 10 30 200MB

Nimbuzz SNS 10 30 200MB





SMS offers:

Pay for the First 3 Local SMS everyday and get the next 150 Local

SMS free for the day

Pay for the First Local/ National SMS everyday and get the next 100

Local/ National SMS free for the day

Pay for the First 3 Local SMS everyday and get the next 750 Local

SMS Free for day Pre-STD, ISD and National Roaming without

rental.

Automatic alerts when your Balance is Low.





Competitor Analysis The competition has intensified the past few months with

new players and schemes coming in. There has never been a better

time for the customer to get a mobile phone connection

There are at least six if not more operators to choose from in

ever circle. In June 09, TATA DOCOMO broke the old system of

tariff by introducing per second billing system. As soon as they did

this, the other followed suit with price cuts everywhere. Suddenly the

idea of calls being free was not so outrageous. The prices were

reduced to such an extent that the viability of the business was in

questions. The competitive environment of TATA DOCOMO can be

looked at from the following perspectives





Market share

The government issued fresh licenses in 2008.As a result

of this the market gets crowded though incumbents still hold larger

market shares are shown above. However a point to note is that the

new players have lower entry costs with very deep pockets. They also

have no legacy issues like the older players and hence are more adept

to changes market situations. The cost of infrastructure has reduced

dramatically due to the market growth and DOCOMO had an

advantage here.





MARKET CAPITALISATION:

As profits margins are becoming thin, the market capitalization

of listed telecom companies has fallen. Though there have been some

signs of recovery





Airtel vs Tata Docomo

The equal competitors are coming up with their new tariffs, plans,

special packs and their varying services to prove themselves to be

much competitive and trying to anchor them firmly in this mobile

sector.

Currently the Tata Docomo came up with its services with an all new

tariff scheme of pay per second which has brought out a massive

revolution in the market.

On 30th Oct the leading mobile service provider Bharti Airtel

launched their much awaited “Pay per Second” tarif f all throughout

India. The tariff comparison with Airtel and TATA Docomo is as

follows,

Airtel with its inception on 2001 renders number of customers buttheir tariff, call rates to different network makes confusion and

remains unstable. But Docomo‟s 1p/sec throughout India makes

consumers to keep track of their account and controls expenses.

Airtel has kept different SMS charges even in their Pay Per Second

plan with local sms being charged at Re.1 and National sms at

Rs.1.50, whereas Docomo introduced SMS charges based on thenumber of characters. No recharges are needed to opt for per second

calling after one year.





Package activation of Airtel ranges from Rs.64 to Rs.99 and varies

from circle to circle. Docomo‟s does not charge anything extra for activating the per second pack since the tariff plan by default is on per

second basis.

The Airtel tariff calculation is hard ranging from 1p/sec to 1.2p/sec ,

but 20% higher to other operators whereas A2A calls are kept at

1p/sec and that to other operators are charged at 1.2p/sec. But Tata

Docomo is offering a limited period offer of STD calls at 1p/sec.

But Airtel is older than Docomo so it has compact network links than

Docomo , so this is the place where Docomo has to establish itself.

Meanwhile it is found that Docomo with both GSM and

CDMA network added over „4 million‟ subscribers in September,

beating market leader Bharti Airtel yet again. Airtel had 2.5 million

new users in September.

The battle has just begun as new operators are still to join the war.

Do have your say what you edict is going to be ?





SWOT ANALYSIS

STRENGTH

WEAKNESS

OPPORTUNITIES

THREATS

STRENGTHS:

First to introduce seconds‟ tariff plan (seconds pulse)

Good brand image of Tata services

Having large variety of plans

Plans are affordable by any common person.

WEAKNESS:

Signal strength.

Postpaid connections are not available as of now.

Customer services are not satisfactory.

Concentrating only on rural areas.





OPPORTUNITIES:

Have a great opportunity to expand its services.

To introduce any new plans for internet users.

Introduce 3G compatible services.

To introduce new combined plans like, SMS, Internet, Calling

integrated offers.

THREATS:

If signal strength is not increased it may lead to change in the

network service by the customers.

Tata has to clarify whether this 1ps/sec will continue till its

lifecycle.

Heavy competition from all other network providers.





PRESENTATION, ANALYSIS AND

INTERPRETATION OF DATA

Q.1) Are you using mobile?

ANSWERS NO.OF

RESPONDENTS

PERCENTAGE%

a YES 192 96

b NO 8 4

Interpretation

The above graph shows that 96.5%people are using mobile and

3.5% people are not using mobile.

96%

4%

Respondents

Yes

No





Q.2) Does it really matter whether you go for GSM or

CDMA?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

%

a YES 167 83.5

b NO 33 16.5

Interpretation

The above graph shows that people are more concerned about the

technology they are using.83.5% users are concerned about

technology. And 16.5% users have no concern from that.

Yes

84%

No

17%

Respondents





Q.3) How would you rate the voice clarity of your GSM

mobile connection?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

%

a Excellent 32 16

b Good 113 56.5

c Average 43 21.5

d Bad 9 4.5

e Worst 3 1.5

Interpretation

The above graph shows the rating given by GSM mobile users to

the voice quality.16% GSM users are delighted with quality and

56.5% users are satisfied with that.

0%

10%

20%

30%

40%

50%

60%

Excellents Good Average Bad Worst

Respondents

Respondents





Q.4) How would you rate network coverage strength on

GSM mobile connection?

Interpretation

The above graph depicts the coverage strength experienced by the

GSM users. GSM users are getting better coverage strengths. 46.5%

GSM users are highly satisfied with network coverage. 31.5% users

are satisfied, 5%are not satisfied with that.

46.50%

31.50%

17%

5%0%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

Excellent Good Average Bad Worst

Respondents

ANSWER NO.OF

RESPONDENTS

PERCENTAGE %

a Excellent 93 46.5

b Good 63 31.5

c Average 34 17

d Bad 10 5

e Worst 0 0





Q.5) How would you rate supplementary facilities like

call wait, call hold, call forward, call divert, call

conference on GSM mobile connection?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

%

a Excellent 48 24

b Good 76 38

c Average 68 34

d Bad 8 4

e Worst 0 0

24%

38%34%

4%0%

0%

10%

20%

30%

40%


Respondents

Interpretation

The above graphs shows the satisfaction level of GSM mobile users

.24% users are highly satisfied, 38% are satisfied, 34% are find it average

and 4% are dissatisfied with supplementary services offered to them.





Q.6) How would you rate the Internet connectivity and

data transfer service on GSM?

30%

38.50%

22.50%

36.50%

2.50%

0%

10%

20%

30%

40%

50%


Respondents

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

%

a Excellent 60 30

b Good 77 38.5

c Average 45 22.5

d Bad 13 36.5

eWorst 5 2.5





Interpretation

Still many people are not aware of internet services offered to

them by their services provider .GSM users are more satisfied with the

internet and data services offered to them then other competitors. 30%

users are highly satisfied, 22.5% are found it average, and 36.5% are

not satisfied with that.





Q.7) How would you rate security and confidentiality

regarding call theft on GSM mobile connection?

12.50%

39.50%37.50%

8%

2.50%

0.00%5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

Ewcellent Good Average Bad Worst

Respondents

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

%

a Excellent 25 12.5

b Good 79 39.5

c Average 75 37.5

d Bad 16 8

e Worst 5 2.5





Interpretation

The above graph shows that security and confidentiality regarding

call theft on GSM mobile connection is good as number of

respondents consider it at satisfactory level. 39.5%users find it good,

37.5% users find it average, and 8% users find it not at satisfactory

level.





Q.8) How would you rate dual personal and business

number facility on GSM mobile connection?

Interpretation

Although 10% find it excellent but 42% users find it good, 36.5%

users find it average, 9.5% find it bad and 2% find it not satisfactory.

10%

42%

36.50%

9.50%

2%

0%

10%

20%

30%

40%

50%


Respondents

ANSWER NO.OF

RESPONDENTS

PERCENTAGE %

a Excellent 20 10

b Good 84 42

c Average 73 36.5

d Bad 19 9.5

e Worst 4 2





Q.9) How would you rate tariff rate of your Tata Docomo

prepaid connection?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

a Excellent 15 7.5

b Good 65 32.5

c Average 85 42.5

d Bad 25 12.5

e Worst 10 5

Interpretation

7.5% Tata Docomo mobile users find it excellent, majority of

users 42.5%find it average, 12.5% are not satisfied with it.

7.50%

32.50%

42.50%

12.50%

5%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%


Respondents





Q10.) How would you rate STD tariff plans of Tata

Docomo communication?

Interpretation

The above graph shows that 37.5% respondents are delighted

with the STD tariff plans. 42.5%are satisfied with that.17.5% find it

average and 205% are not satisfied with it.

37.50%42.50%

17.50%

2.50%0%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%


Respondents

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

%

a Excellent 75 37.5

b Good 85 42.5

c Average 35 17.5

d Bad 5 2.5

e Worst 0 0





Q.11) How would you rate the customer care service of Tata

Docomo mobile connection?ANSWER NO.OF

RESPONDENTS

PERCENTAGE

%

a Excellent 17 8.5

b Good 35 17.5

c Average 74 37

d Bad 46 23

e Worst 28 14

Interpretation

When I asked the customers of Tata Docomo about the services

of Tata Docomo customer care 17% said that it is excellent. And most

of customers find it average. Some of them said they are not satisfied

with their services.

8.50%

17.50%

37%

23%

14%

0.00%

10.00%

20.00%

30.00%

40.00%


Respondents





Q.12) According to you what is the biggest strength of

GSM mobile?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

%

a Voice

clarity

62 31

b Cheaper

internet

facilities

with less

expensive

handsets

56 28

c Cheaper handset

with more

features

48 24

d Less

chances of

handset

theft

34 17





Interpretation

Majority of GSM users consider good voice clarity as the biggest

strength of GSM. According to 17% of users lesser chances of handset

theft is the biggest strength of GSM.24% of users say that cheaper

handset with more features make GSM a popular choice.

31%

28%

24%

17%

0%

5%

10%

15%

20%

25%

30%

35%

Voice clarity Cheaper internet

facilities with less

expensive handsets

Cheaper handset with

more features

Less chances of

handset theft

Respondents





Q13) According to you what is the biggest weakness of GSM

mobile?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

%

A Less flexibility of

changing service

provider

79 39.5

b International

roaming very

limited

121 60.5

Interpretation

The majority of users said that the biggest weakness of GSM is

the limited international roaming facility.

39.50%

60.50%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

Less flexibility of changing

service provider

International roaming very

limited

Respondents





Q14) Based on your experience with GSM technology are you

likely to recommend GSM technology to your friends andrelatives who may be planning to purchase a new mobile?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

a Yes 89 44.5

b No 41 20.5

C Can‟t say 70 35

Interpretation

44.5% users will like to recommend the GSM technology to their

friends and relatives.20.5% users would not recommend it to their

friends, and 35% are not sure for that.

44.50%

20.50%

35%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

Yes No Can't Say

Respondents





Q15) Is Tata Docomo prepaid voucher easily available at retailer

outlet?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

a Yes 102 51

b No 46 23

C Sometimes

not

available

52 26

Interpretation

Majority of respondents 51% found prepaid voucher easily

available at retail outlet, 23% say that it is not easily available, and

26% found it not available at sometimes.

51%

23%26%

0%

10%

20%

30%

40%

50%

60%

Yes No Sometimes not available

Respondents





Q16.) How would you rate international roaming facility on GSM

mobile connection?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

%

a Excellent 15 7.5

b Good 44 22

c Average 50 25

d Bad 56 28

e Worst 35 17.5

Interpretation

Majority of people find international roaming facility is not

satisfactory.22% find its good 28% find it‟s not satisfactory.

7.50%

22%25%

28%

17.50%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

Excellents Good Average Bad Worst

Respondents





Q.17) Information about TATA DOCOMO is through?

68%

5%

27%

Respondents

Media

Family

Friends





Q18) Attractiveness of customers towards TATA DOCOMO.

92%

8%

Respondents

Yes No





Q.19) Opinion regarding tariff plan offered by TATA DOCOMO.

Excellent

77%

Good

20%

Average

3%





Q.20) Opinion towards paisa/second pulse.

60%

27%

8% 5%

Respondents

Stongly Satisfied Satisfied Dissatisfied Strongly Dissatisfied





Q.21) Suggest others to take TATA DOCOMO.

90%

10%

Respondents

Yes No





Q.22) Connectivity of TATA DOCOMO.

43%

30%

27%

Respondents

Excellents Good Average





Q.23) Awareness of TATA DOCOMO.

75%

25%

Respondents

Yes No





FINDINGS

It is found that TATA Teleservices is the first company to launch

prepaid 1 pec. p/sec. services in the country.

The call rates are found to be at par with the other competitors.

The availability of the recharge voucher was found good. But some

time it is not available.

Most of the respondents found the customer care service is not

satisfactory.

Nearly all the respondents told that Quick Problem Solving is

desirable quality in the customer care Executives.

The queries and problem of the customer were solved but not

immediately, there is a scope for improvement.

More stress was given on customer acquisition then satisfying the

Existing customers.

While conducting a survey it was found that still many people are not

aware of the term GSM and CDMA even they basic difference

between them.

The voice clarity of GSM is better than CDMA. When CDMA phones

are near any digital or magnetic instrument the poor crack due to

interference and also cross connection problems are faced by some of

the users.

GSM users are satisfied with good coverage strength anywhere.





Many people who are interested in internet connectivity and data

transfer services get attracted to GSM. As internet connectivity anddata transfer is cheaper with GSM.

It is found that international roaming facility is not so good as it

should be.

Supplementary facilities like call wait call forward, call hold, call

divert, call conference is satisfied the users.





Recommendations

The availability of recharge voucher should be made available when

required by the customers. As this give the good impression about the

company.

The network coverage is another asset for the company‟s image,

which needs to be preserved in future.

The overall image of the customer care services was found to be good

but with some loopholes related to delays in problem solving.

The company should be more prompt in handling the queries and

problem of the customer, which is vary essential for the prepaid card

so as to retain the customers with the company in future.

The customer care executives should be more efficient in handling the

customer and also more friendly and polite their conversation, while

dealing with the customer.

After sales service is required to be maintained properly, which is not

up to the mark

Call rates is affordable so it should be maintained at this level.





Many people are using mobile, but majority of them are not aware of

the technology they are using. Many tines it happens that a persondoesn‟t know which technology satisfied his need. Hence awareness

should be created among them regarding advantages and differences

in the technology.

Supplementary facilities like call wait, call forward, call hold, call

divert, call conference should be made more effective to attract

customers.





CONCLUSION

After analysis and interpretation of the data it can be

concluded that Tata Docomo is providing a broad range of various

schemes ranging from international calling to hello tunes. This is the

critical factor to attract various customers. Wide range of schemes is

also leading to increase in number of customers with rapid pace for

Tata Docomo.

Tariff charges introduced by the Tata Docomo are found to

be cheaper than other services. Tata Docomo has emerged as a giant

killer due to their tariff plans and heading towards the position of

dominator.

Tata Docomo is providing some unique features and services

like pay per second, SMS per character, pay per site plans that are

making them being different from their competitors.

Awareness of the Tata Docomo is spreading widely among

people due to their promotional activities. Buyers are now insisting

for cheaper plans or threatening to opt out.

Majority of the customers are satisfied with the services of

the Tata Docomo and they are not ready to switch on to other service

providers.





ANNEXURE

Questionnaire

Personal details:

Name:

Address:

Occupation:

Gender: Male ( ) Female ( )

Q.1) Are you using mobile?

a) Yes b) No

Q.2) Does it really matter whether you go for GSM or CDMA?

a) Yes b) No

Q.3) How would you rate the voice quality of your GSM mobile

connection?

a) Excellent b) Good

c) Average d) Bad

e) Worst





Q.4) How would you rate network coverage strength on GSM

mobile connection?


c) Average d) Bad

e) Worst

Q.5) How would you rate supplementary facilities like call wait,

call hold, call forward, call divert, call conference on GSM mobile

connection?


c) Average d) Bad

e) Worst

Q.6) How would you rate internet connectivity and data transfer

service on GSM?


c) Average d) Bad

e) Worst





Q.7) How would you rate security and confidentiality regarding

call theft on GSM mobile connection?


c) Average d) Bad

e) Worst

Q.8) How would you rate dual personal and business number

facility on GSM mobile connection?


c) Average d) Bad

e) Worst

Q.9) How would you rate tariff rate of your Tata Docomo prepaid

connection?


c) Average d) Bad

e) Worst





Q.10) How would you rate STD tariff plans of Tata Docomo

communication?


c) Average d) Bad

e) Worst

Q.11) How would you rate the customer care service of Tata

Docomo mobile connection?


c) Average d) Bad

e) Worst

Q.12) According to you what is the biggest strength of GSM

mobile?

a) Voice clarity

b) Cheaper internet facilities with less expensive handsets

c) Cheaper handsets with more features.

d) Less chances of handset theft.





Q.13) According to you what is the biggest weakness of GSM

mobile?

a)Less flexibility of changing service provider.

b)International roaming very limited.

Q.14) Based on your experience with GSM technology are you

likely to recommend GSM technology to your friends and

relatives who may be planning to purchase a new mobile?

a) Yes b) No c) Can‟t say

Q.15) Is Tata Docomo prepaid voucher easily available at retailer

outlet?

a) Yes

b) No

c) Sometimes not available

Q.16) How would you rate international roaming facility on GSM

mobile connection?


c) Average d) Bad

e) Worst





Q.17) Introduction about Tata Docomo is through

a)Family b)Friends c)Media

Q.18) Attractiveness of customers towards Tata Docomo

a) Yes b)No

Q.19) Opinion regarding tariff plan offer by TATA DOCOMO.

a) Average

b) Good

c) Excellent

Q.20) Opinion towards paisa/second pulse

a) Satisfied b) Strongly

c) Dissatisfied d) strongly dissatisfied

Q.21) Suggest others to take Tata Docomo

a) Yes b) No

Q.22) Connectivity of Tata Docomo

a) Excellent b)Average c)Good

Q.23) Awareness of Tata Docomo

a) Yes b) No




WEBLIOGRAPHY:

www.tatadocomo.com

www.mobilenetwork.com

www.divein.tatadocomo.com

www.fonearena.com

BIBLIOGRAPHY:

Digit (monthly magazine)

Times Of India

Hindustan Times

http://www.tatadocomo.com/

http://www.mobilenetwork.com/

http://www.divein.tatadocomo.com/

http://www.divein.tatadocomo.com/

http://www.mobilenetwork.com/

http://www.tatadocomo.com/

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