study on retail visibility and database model

43
A Project Report On A Study on Retail Visibility and Database Maintenance Model. With special reference to Tata TeleServices Limited Submitted to Sharadchandra Pawar Research Institute of Technology Computer Management and Career Development. PUNE For the partial fulfillment of the requirement For the award of the degree of Master of Marketing Management (M.M.M) BY Anurag Nagar (2005-07)

Upload: varun-jain

Post on 19-Jan-2016

14 views

Category:

Documents


1 download

TRANSCRIPT

Page 1: Study on Retail Visibility and Database Model

A

Project Report On

A Study on Retail Visibility and Database Maintenance Model.

With special reference to

Tata TeleServices Limited

Submitted to

Sharadchandra Pawar Research Institute of Technology Computer Management and Career Development.

PUNE

For the partial fulfillment of the requirement For the award of the degree of

Master of Marketing Management (M.M.M)

BY

Anurag Nagar (2005-07)

Page 2: Study on Retail Visibility and Database Model

COMPANY CERTIFICATE

Page 3: Study on Retail Visibility and Database Model

INSTITUTE RECOMMENDATION

This is to certify that Mr. Anurag Nagar is a bonafide student of Sharadchandra Pawar

Research Institute of Technology Computer Management and Career Development.

PUNE He has successfully carried out his Summer Project titled, A Study on Retail

Visibility and Database Maintenance Model. At Tata TeleServices Limited

This is the original study of Mr. Anurag Nagar and important sources used by him have

been acknowledged in his report. This report is submitted in the fulfillment of two year

full time course of MMM (2005-2007) as per the rules of the Pune University.

He has worked under our guidance and direction.

(Director) (Project guide)

Page 4: Study on Retail Visibility and Database Model

ACKNOWLEDGEMENT

I take this opportunity to express my heartfelt gratitude to all the people who have

extended their assistance and provided me, information during the tenure of the project

and am greatly indebted to them for guiding and supporting me through out the project

and sparing some of their valuable time.

I would like to express my deep gratitude to Mr.Vinay Goel (Sr.executive marketing)

of Tata TeleServices limited my guide foaming his expert guidance and support

throughout the project.

This project report couldn t have been completed without guidance of our Director and

project guide.

I express my sincere thanks and gratitude to above stated person who has helped me

directly and also who have helped me indirectly during my project. The immense scope

of this project has helped me to understand many parameter of marketing in the telecom

industry.

Anurag Nagar

MMM-II

Page 5: Study on Retail Visibility and Database Model

TITLE

INDEX

Sr.

No.

Particulars Page No.

1. Executive Summary

2. Objective of the Project

3. Scope of the Project

4. Industry Profile

5. Company Profile

6. Research Methodology

7. Analysis, & Interpretation Of the Data

8. Observations & Findings

9. Limitations

10. Conclusions & Recommendations

11. Bibliography

12. Annexure

Questionnaire.

Page 6: Study on Retail Visibility and Database Model

Executive summary

Today s economy is somewhere based on digital revolution and telecommunication

sector. India is the fourth largest telecom market in Asia after China, Japan and South

Korea. The Indian telecom network is the eighth largest in the world and the second

largest among emerging economies. At current levels, telecom intensiveness of Indian

economy measured as the ratio of telecom revenues to GDP is 7% percent as compared

with over 11 percent in developed economies.

Historically, the telecom network in India was owned and managed by the Government

considering it to be a natural monopoly and strategic service, best under state's control.

However, in 1990's, examples of telecom revolution in many other countries, which

resulted in better quality of service and lower tariffs, led Indian policy makers to initiate a

change process finally resulting in opening up of telecom services sector for the private

sector.

Retailing is the set of business activity that adds value to the product s and

services sold to the customers for their personal and family use. Often people think of

retailing only as the sales of products in stores.

In this project we can study the retail visibility of Tata Indicom with the respect of

other service provider s. This project was carried out considering the two factors of retail

visibility that are internal and external visibility. Also the performance of the distributors

and the sales of the product are carefully studied.

The purpose of the project was to ascertain the working of the distributors through

the retailers and the working of the distributors appointed by the service provider. Also to

know the weekly visits of the company sales executives in order to gather the information

about the working of the distributors. To ascertain the merchandising status of Tata

Indicom with respect to other service provider. The retailers were questioned about the

timely intimation by the Tata Indicom for their newly launched schemes and also whether

they are satisfied with the services of Tata Indicom or not.

The summer training at Tata TeleServices limited at jaipur in rajasthan I was

assigned with the topic as: a study on retail visibility and database maintenance model

Page 7: Study on Retail Visibility and Database Model

as a project work. The duration of the project assigned to me was of two months (May 06

to July 06).

The summer training programs are designed to give the future mangers feel of

being a part of corporate world and closer look to the working environment of the

company. This summer training program bridges the gap between the bookish knowledge

and work experience. Summer training program made us to understand how theoretical

knowledge will be applied in practical field

I exactly in this context that I was privileged enough to join Tata TeleServices ltd,

a part of Tata group, as a summer trainee. The experience that I have gathered over past

eight weeks has certainly provided me with an orientation, which believe will help me

and shoulder any assignment successfully in future.

The project deals with the study of the Tata TeleServices ltd. Situated at Jaipur

(Rajasthan) All the information is collected by the observation and unstructured

interviews while having direct contact with the retailers. For this project I had selected

120 retail outlets in various part of Jaipur city, outlets were selected in such a way that

shall provide maximum information for the research undertaken. The purpose of the

research was to measure the market potential of TATA INDICOM in jaipur city of

Rajasthan.

In Short it can be concluded that Airtel is the major player in Jaipur, followed by

Realiance.Tata Indicom is also an emerging player and it needs to gain a greater market

share in order to compete with the top player s. Tata Indicom is continuously improving

on its retail visibility to gain a larger customer base.

This analyzed data was later on converted into the form of graph, such as pie

chart, bar graph, etc. This is to make result easily comprehensible by anyone going

through this report. This also made it easy to draw conclusion based on the research and

provide a presentable format of the report.

On the basis of project various suggestions are given which may help the

company for making sales promotional activities more effective.

Page 8: Study on Retail Visibility and Database Model

OBJECTIVES OF STUDY

The topic of project work was Study on Retail Visibility and Database Maintenance

Model

PRIMARY OBJECTIVES:

1. To measure the retail visibility of Tata Indicom with respect to other service providers.

2. To analyze the sales of Tata Indicom in the Jaipur city of Rajasthan.

3. To study the internal and external retail visibility of Tata Indicom.

4. The working of sales executives and distributors in the city of Jaipur.

5. Analyze the Market Position of the Product.

SECONDARY OBJECTIVE:

1. To know the awareness of Tata Indicom brand.

2. Market potential of Tata Indicom.

3. Collecting of data /information for marketing intelligence system.

4. To know the exact working of the retailers in Jaipur.

5. Perception of retailers about the product.

Page 9: Study on Retail Visibility and Database Model

SCOPE OF STUDY

As this study also help the company to understand where they stand in the market with

their competitor s .The study will also help to know the opinion and expectation of the

retailers and users from the company as far as sales promotion support is concern.

AREA OF OPERATIONS:

My areas of operations were major crowded and market places, in which I could gather

maximum information about the project I was working upon. Monitoring

The prepaid and postpaid connections recharge coupons of Tata Indicom with respect to

other service providers. And also to study the internal and external retail visibility of Tata

Indicom.

TIME SCOPE:

I started my study from May 2006 to July 2006. Thus, the time

Period for my project work was only two months. And the information collected

Is from the study during these two months.

GEOGRAPHICAL SCOPE:

Because of the time limitations of two months and transportation barrier, I was only able

to cover the major market places in Jaipur city.

Page 10: Study on Retail Visibility and Database Model

INDUSTRY PROFILE

THE INDIAN TELECOM SECTOR

India is the fourth largest telecom market in Asia after China, Japan and South

Korea. The Indian telecom network is the eighth largest in the world and the second

largest among emerging economies. At current levels, telecom intensiveness of Indian

economy measured as the ratio of telecom revenues to GDP is 7% as compared with over

11% in developed economies.

Historically, the telecom network in India was owned and managed by the

Government considering it to be a natural monopoly and strategic service, best under

state's control. However, in 1990's, examples of telecom revolution in many other

countries, which resulted in better quality of service and lower tariffs, led Indian policy

makers to initiate a change process finally resulting in opening up of telecom services

sector for the private sector.

The Indian telecommunication network is undergoing a revolutionary change, in

terms of coverage, quality and range of services. As of September 1999, the network

equipment capacity has grown to 22.63 million lines in about 25,394 exchanges and has

registered an annual growth rate of 16.5 percent over the last six years, amongst the

fastest in the world. J P Morgan, the global equity research and investment company, has

forecast an annual growth of over 20 percent for the Indian telecom sector over the next

five years.

The demand for the next 10 years is estimated to be 81.83 million lines (i.e. an

addition of 67.40 million lines). Assuming that the Department of Telecommunication

('DOT') is able to grow at an annual rate of 12-13 percent through internal accruals alone,

the projected demand gap is expected to range between 20 and 25 million lines in 2007.

Investments to the tune of Rs1, 900 billion (US$ 53 billion) are required for the provision

of these new connections.

Indian telecom is poised for a boom by the turn of the century. The network is

expected to expand to a level of 20 million connections. Here by various services

Page 11: Study on Retail Visibility and Database Model

provided to customers with value added services like Credit Card Authorization, Voice

Mail and AudioNet Services, Electronic Mail, Public Mobile Radio Trunking Service,

Radio Paging Service etc.

Talking about service like 1(G), 2(G), and 3(G) services which are in boom,

nowadays every subscriber wants value added services like visual radio and push to talk

services which belongs to 3(G) technology, in India 3(G) technology in form of visual

radio launched in Delhi. In brief

1(G) technology: - First generation technology or 1(G) technology is an analog

technology used for telecommunications, license is issued to only to operator.

2(G) technology: - Second generation technology is a digital technology used for

telecommunications. Introduced in 1990 s, perfect example of 2(G) are GSM (GLOBAL

SYSTEM OF COMMUNICATION) and CDMA (CODE DIVISION MULTIPLE

ACCESS), well 2(G) technology is successor of 1(G) technology.

3(G) technology-: Third generation technology is a triple play having video as well as

data. It s a more mature technology, 3(G) has 4-5 times higher voice capability than 2(G)

services. This service better serves to higher advantage to rich mobility experience.

Page 12: Study on Retail Visibility and Database Model

COMPANY PROFILE

Tata TeleServices Limited spearheads the Group's presence in the telecom sector.

Incorporated in 1996, Tata TeleServices was the first to launch CDMA mobile services in

India with the Andhra Pradesh Circle.

Starting with the major acquisition of Hughes Telecom (India) Limited [now

renamed Tata TeleServices (Maharashtra) Limited] in December 2002, the company

has swung into expansion mode. Tata TeleServices operates in 20 circles i.e. Andhra

Pradesh, Chennai, Gujarat, Karnataka, Delhi, Maharashtra, Mumbai, Tamil Nadu,

Orissa, Bihar, Rajasthan, Punjab, Haryana, Himachal Pradesh, Uttar Pradesh (E),

Uttar Pradesh (W), Kerala, Kolkata, Madhya Pradesh and West Bengal.Tata

TeleServices, which heralded convergence technologies in the Indian telecom sector, is

the world leader in the fixed wireless service market, with a customer base of 1.8 million.

Aggressive marketing plans and a slew of new product offerings including brand

names such as True Paid and Walky have driven rapid subscriber growth.

Tata TeleServices bouquet of telephony services includes mobile services, fixed

wireless phones, public booth telephony, wireline services and value-added offerings

such as voice portal, roaming, post-paid internet services, three-way conferencing, group

calling and Wi-Fi internet. The company pioneered the CDMA 3G1x technology

platform in India, and has established a robust and reliable telecom infrastructure that

ensures quality in its services. Tata TeleServices has partnered Motorola, Ericsson,

Lucent and ECI Telecom for the deployment of a reliable, technologically advanced

network.

The Tata Group's commitment to building a substantial presence in India's

telecom industry has seen it play a leading role in the development of the country's

communications infrastructure. The telecom services of the Group are offered under the

brand name Tata Indicom, and cover all segments, from retail and enterprise to wholesale

and international. The objective is to make Tata Indicom the preferred

telecommunications choice of customers across the country.

Page 13: Study on Retail Visibility and Database Model

Tata TeleServices Limited is the central, specialized enterprise sales and marketing unit

for the Tata Group's telecom initiatives. The unit is the benchmark telecom player in the

enterprise space and was formed with a view to providing customized, end-to-end voice

and data solutions to customers across India. It delivers cost-effective, integrated

solutions that are designed to fulfill the most complex communication needs.

Page 14: Study on Retail Visibility and Database Model

AREAS OF BUSINESS

Tata TeleServices Ltd. pioneered the CDMA 3G1x technology platform in India. The

company has established a robust and reliable telecom infrastructure that ensures quality

in its services. It has partnered Motorola, Ericsson, Lucent and ECI Telecom to deploy a

reliable and technologically advanced network.

Tata TeleServices Ltd 's telephony services include mobile services, fixed

wireless phones (FWP), public booth telephony and wire line services. Among its value-

added services are voice portal, roaming, post-paid Internet services, three-way

conferencing, group calling, wi-fi Internet services and data services.

The company has entered the 'prepaid' segment by launching, under the Tata

Indicom brand, its '100 % Sacchai True Paid' offering across all its circles. Tata Indicom

also offers a collection of 1,000 mobile games, the latest handsets, and new voice and

data services such as BREW games, picture messaging, polyphonic ring tones, and

interactive applications. Tata TeleServices limited currently serves 10 million customers

in all over the country.

CORPORATE MANIFESTO

At the Tata Group our purpose is to improve the quality of life of the communities we

serve. We do this through leadership in sectors of national economic significance, to

which the Group brings a unique set of capabilities. This requires us to grow aggressively

in focused areas of business.

Our heritage of returning to society what we earn evokes trust among consumers,

employees, shareholders and the community. This heritage is being continuously

enriched by the formalization of the high standards of behavior expected from employees

and companies. The Tata name is a unique asset representing leadership with trust.

Leveraging this asset to enhance Group synergy and becoming globally competitive is the

route to sustained growth and long-term success.

Page 15: Study on Retail Visibility and Database Model

CORPORATE STATEMENT

Enriching life by enabling reliable and affordable communication anytime,

anywhere

We will strive to be the preferred partner to our customers by providing

appropriate and cost-effective communication solutions.

The Tata Group has always sought to be a value-driven organisation. These

values continue to direct the Group's growth and businesses. The five values

underpinning the way we do business are;

Integrity: We must conduct our business fairly, with honesty and transparency.

Everything we do must stand the test of public scrutiny.

Understanding: We must be caring, show respect, compassion and humanity for

our colleagues and customers around the world, and always work for the benefit

of the communities we serve.

Excellence: We must constantly strive to achieve the highest possible standards in

our day-to-day work and in the quality of the goods and services we provide.

Unity: We must work cohesively with our colleagues across the Group and with

our customers and partners around the world, building strong relationships based

on tolerance, understanding and mutual cooperation.

Responsibility: We must continue to be responsible, sensitive to the countries,

communities and environments in which we work, always ensuring that what

comes from the people goes back to the people many times over.

Page 16: Study on Retail Visibility and Database Model

COMPANY SLOGAN AND LOGO

ORGANIZATIONAL STRUCTURE

Page 17: Study on Retail Visibility and Database Model

Products and Services

Tata Indicom offers a complete range of affordable telecom solutions for your home and

business needs. Be it Tata Indicom mobile, Smart Wireless Service, Public Phone booths,

Broadband services or Centrex, we are present in every Sphere of the telecommunications

market, endeavoring to make your life comfortable and hassle free.

Tata Indicom has a wide range of product and service offering to meet every ones need:

Voice: -

1. Tata Indicom Mobile

2. Tata Indicom Push-To-Talk Service

3. Tata Indicom Smart Wireless Service

4. Tata Indicom Fixed Wire Phone Connection

5. Tata Indicom ISDN Services

6. Tata Indicom Centrex

7. Tata Indicom E1 Links

8. Tata Indicom Basic/Primary Rate ISDN

9. Tata Indicom Managed Leased Lines

10. Tata Indicom Direct Inward Dialing (DID)

11. Tata Indicom Public Phone Booth

12. Tata Indicom Voice Reminder Services

Data: -

1. Tata Indicom Shared and Dedicated Internet Bandwidth

2. Tata Indicom Virtual Private Networks (VPN)

3. Tata Indicom Hosting Services

4. Tata Indicom Internet Access Solutions

5. Tata Indicom ADSL & DSL

Page 18: Study on Retail Visibility and Database Model

Internet: -

1. Tata Indicom Post-Paid Internet connection

2. Tata Indicom Broadband Internet Services

3. Tata Indicom Corporate Dial Up

4. Tata Indicom Corporate Internet ISDN

5. Tata Indicom Internet Private Leased Circuits (IPLC)

6. Tata Indicom Internet leased lines (ILL)

7. Tata Indicom Managed Data Network Services (MDNS)

8. Tata Indicom INMARSAT

9. Tata Indicom TV Uplink

10. Tata Indicom Internet Data Centers

11. Tata Indicom NLD leased line

12. Tata Indicom Conference Services

13. Tata Indicom Conference Call Service

14. Tata Indicom Videoconference Service

15. Tata Indicom Web Conference Service

16. Tata Indicom Video Telephony Service

Page 19: Study on Retail Visibility and Database Model

MAJOR PLAYERS IN RAJASTHAN:

RELIANCE INFOCOM the biggest private sector CDMA mobile & all telecom service

providers and the biggest competitor of Tata Indicom. With its wide network of users and

network spread all over India, it posses the biggest challenge to Indicom.

TATA INDICOM- CDMA, WLL MOBILE, FWP, FWT PROVIDER. A new player in

Rajasthan trying to establish its foot steps in the market with tough future in the market

and threats the present telecom player with its new idea and deals for the customer

satisfaction and services. Presently possess 9 percent market in Rajasthan and planning

more.

BSNL- Bharat Sanchar Nigam Limited, the biggest telecom service provider in INDIA

owned by government offering all sorts of services starting from basic landline to WLL

and GSM mobile phones (Tarang, Cellone, Excel& broad brand)

AIRTEL- Owned by Bharti Telecom is the most efficient and widely spread GSM

mobile service of India. Operating in Rajasthan at a large scale. Posses largest share in

Rajasthan market.

HUTCH - The Indian brand for GSM mobile services of ORANGE earning a lead in

Rajasthan in telecom sector.

CONTACT: -

TATA TELESERVICES LIMITED

THE GUMAN-I,

AMRAPALI CIRCLE,

VAISHALI NAGAR,

JAIPUR-302015

RAJASTHAN

Tel: +91-141-5550101

Fax: +91-141-5115880

WEBSITE: WWW.TATATELESERVICES.COM

Page 20: Study on Retail Visibility and Database Model

BOARD OF DIRECTORS

The Tata TeleServices Limited Group Currently Operates in 20 circles i.e. Andhra

Pradesh, Chennai, Gujarat, Karnataka, Delhi, Maharashtra, Mumbai, Tamil Nadu, Orissa,

Bihar, Rajasthan, Punjab, Haryana, Himachal Pradesh, Uttar Pradesh (E), Uttar Pradesh

(W), Kerala, Kolkata, Madhya Pradesh and West Bengal.

These cities are fully interconnected through the Group's own fiber optic network

and some leased lines from other service providers. The Group also provides post-paid

dial-up Internet access and content services.

And the bouquet of Board of Directors comprises of:

Mr. Ratan. N.Tata Designation: chairman Tat sons and limited.

Mr. N. S. Ramachandran Designation: Independent Director Company: Tata Teleservices Ltd.

Mr. Arunkumar R. Gandhi Designation: Director

Mr. S. Ramadorai Designation: Director Company: Tata Consultancy Services Limited

Mr.R.Gopalakrishnan Designation: Director Company: Tata Sons Ltd.

Mr.Ishaat Hussain Designation: Director Company: Tata Sons Ltd

Mr.Raymond Bickson Designation: Director Company: Indian Hotels

Page 21: Study on Retail Visibility and Database Model

HISTORY

A saga of vision, commitment and fortitude.

As much an institution as it is a business conglomerate, the Tata Group is unique in more

ways than one. Established by Jamsetji Tata in the second half of the 19th century, the

Group has grown into one of India's biggest and most respected business organizations,

thanks in no small part to its entrepreneurial vision, its commitment to ideals that put

people before profits, and its fortitude in the face of adversity and whole process is

carried away by three Tata titans: Jamsetji Tata, JRD Tata and Naval Tata.

The Tata family of companies shares a set of five core values: integrity, understanding,

excellence, unity and responsibility. These values, which have been part of the Group's

beliefs and convictions from its earliest days, continue to guide and drive the business

decisions of Tata companies. The Group and its enterprises have been steadfast and

distinctive in their adherence to business ethics and their commitment to corporate social

responsibility. This is a legacy that has earned the Group the trust of many millions of

stakeholders in a measure few business houses anywhere in the world can match.

TATA Group of companies for household and consumer products:

1 .CMC 12. Tata Power

2. Indian Hotels Company 13. Tata Sponge Iron

3. Nelco 14. Tata Motors

4. Rallis India 15. Titan Industries

5. Tata Chemicals 16. Tayo Rolls

6. Tata Coffee 17. Tata Tea

7. Tata Consultancy Services 18. VSNL

8. Tata Elxsi 19. Trent

9. Tata Investment Corporation 20. Tinplate Company of India

10.Tata Steel (Tisco) 21. Voltas

11.Tata Teleservices limited 22. TRF

23.TATA METALIKS

Page 22: Study on Retail Visibility and Database Model

MILESTONES

1. Tata Indicom service made available in 1500 cities. Tata Indicom crosses the 1500

city mark.

2. Tata Indicom launches its exclusive portal for Women on its mobile phones called

"Woman's Zone".

3. Tata Indicom repositions its Fixed Wireless Phone category under the brand name "

4. Tata Indicom crossed the half million-customer mark in the Fixed Wireless segment

by registering over 300% growth in its Fixed Wireless customer base since January

2003. With over half million Fixed Wireless retail customers and over 30,000 Fixed

Wireless payphones, Tata Indicom continues to be the leader in the Fixed Wireless

segment.

5. Tata Teleservices (AP circle) is rated as one of the "Great Places to Work" in a

Business World survey

6. Acquisition of Hughes Tele.com

Tata Teleservices Limited acquires Hughes telecom, a company that had a strong

presence in basic telephony in the states of Maharashtra & Goa.

7. Digital DSL Services launched

Tata Teleservices Limited endeavor to provide customers with wide ranging data

applications continues with the launch of DSL Data services. DSL gives customers

the flexibility of simultaneously meeting his Data & POTS needs on a single line.

8. As far concerned every month increasing lucrative customer base of Tata Indicom

reached 10mn till now.

9. Tata group hikes stake in VSNL: Tata Sons has 7.64%.

10. Tata Indicom brand ambassador Sania Mirza launches the New Smarter Walky

11. 10,000 customers are added to the Walky fixed wireless service family per day

across 20 circles.

Page 23: Study on Retail Visibility and Database Model

12. The New Smarter Walky will be available across 9,000 retail outlets

Tata Teleservices signs contract with ZTE for rural telecom network in India .ZTE

Corporation, the fastest growing global provider of telecommunications equipment and

network solutions, has been selected by Tata Teleservices (TTSL), a

leading CDMA telecommunication service provider in India, to deploy All-IP

CDMA2000 solutions for rural telecom networks throughout India in the coming three

years.

The Indian telecom market has experienced phenomenal growth in recent years. The

mobile subscriber base is now over 100 million and tele-density in major metros is more

than 40%. Rural telecom coverage is a critical focus for the Department of

Telecommunications, India, because it will benefit rural consumers, who make up over

72% of the country s population.

Page 24: Study on Retail Visibility and Database Model

BCG Matrix:(Boston consulting Group)

The growth-share matrix is divided into four cells, indicating different type of business:

1. Question marks

TTSL that operates in high growth markets but have low relative market shares.

According to Question mark situation, TTSL has to spend money on equipment to keep

up with the fast growing market.

2. Stars

AIRTEL is the market leader in a high growth rate. According to the Star, AIRTEL

Company must spend substantial fund to keep up with the high market growth and to

fight off competitors attacks.

3. Dogs

In dog condition companies have weak market share in the low growth markets.

Players should think whether to continue with this business or switch over to another

business.

4. Cash Cows

Stars with a falling growth rate that still have the largest relative market share but

market growth rate has slowed. No player of telecom lies in cell.

Page 25: Study on Retail Visibility and Database Model

RESEARCH METHODOLOGY

Research is a careful investigation or enquiry specially through search for new facts in

any branch of knowledge and a systematized effort to gain new knowledge. Marketing

research is the systematic and objective identification, collection, analysis dissemination

and use of information for the purpose of improving decision making related to the

identification and solution of problems and opportunities in marketing. We define or

identify the marketing research problem or opportunity and then determine what

information is needed to investigate it.

The research was conducted for knowing the Retail Visibility of Tata Indicom in

the Jaipur city of Rajasthan. For the research I had visited 120 retail outlets.

The task involved was to gather information about Tata Indicom retail visibility of

Jaipur city and also reviewing the sales and interior, exterior retail visibility of Tata

Indicom in respect with other service providers in Jaipur.

RESEARCH TYPE

1. A TYPE OF ACADEMIC RESEARCH

This project has been done mainly for the fulfillment of academic requirements.

RESEARCH DESIGN

A research design is the arrangement of conditions for collection and analysis of data in a

manner that aims to combine relevance to the research purpose with economy in

procedure.

Research designs are of following types

DESCRIPTIVE

DIAGNOSTIC

EXPERIMENTAL

CAUSAL

EXPLORATORY

Page 26: Study on Retail Visibility and Database Model

In this project, exploratory type of research design has been used.

RESEARCH TYPE - EXPLORATORY RESEARCH.

This method is undertaken when researcher is interested in knowledge about

characteristics of certain group. As in this particular case I wanted information regarding

a particular group i.e. retailers and retail visibility of Tata Indicom in jaipur city, In which

I deal directly with retailers. Hence I selected Exploratory research as the type of

research.

RESEARCH DURATION

The research was conducted over duration of two months from May to July 2006.

DATA COLLECTION:

For this project work I collected data from both the Secondary and Primary data

Sources.

SECONDARY DATA SOURCE:

The Product Leaflets, Information from Company s Website and The

Training provided by the existing seniors.

Sources of Information.

Also I referred to News Papers Advertisements to collect information for my

Project work.

PRIMARY DATA SOURCE:

The survey done to collect the data from the retailers by questionnaires, observations and

interviews in the city of Jaipur were the major sources of primary data.

Page 27: Study on Retail Visibility and Database Model

SAMPLING

Sampling is one of the most fundamental concepts underlying any research work. Most

research studies attempt to make generalization or draw inferences regarding the

population, based on their study of a part of the population that is the sample.

METHOD OF SAMPLING:

Sampling is one of the most fundamental concepts underlying any research work.

The sampling method used for project was simple Random and purposive sampling. The

sample size is selected randomly with a purpose to cover maximum possible given area.

SAMPLE SIZE:

My sample size for this project work was 120 Retail outlets.

SAMPLE FRAME.

The entire list that contains the sample unit is known as sample frame; As it is not

possible to cover all the outlets in the given limited time period, outlets were chosen in

such a way that shall provide maximum information in all the areas.

In this case my sample frame was area of Jaipur city i.e.

Mansarovar -13

Tonk Road -10

Malviya Nagar -20

Pratap Nagar -18

Sanganer -19

Durgapura -16

Bajaj nagar -7

Mahesh nagar -5

Bani Park - 12

Page 28: Study on Retail Visibility and Database Model

Data Analysis & Interpretation

( I ) Interior Retail Visibility

(A) Interior Visibility of One Way Vision

Service provider No. Of one way Vision

Percentage Tata Indicom 8 13%

Hutch 15 25% Reliance 18 30%

Airtel 20 32% Total 61 100%

.

Observations: -

From the above figure it can be clear that Tata Indicom has 13% of One way Vision in

Interior Visibility while other players like Airtel has 32%, Reliance has 30% and Hutch

has 25%. Airtel holds the largest share in one-way vision in Jaipur. Tata Indicom is trying

to match with airtel, as it is an important part of retail outlets.

Interior Visibility of One Way Vision

Tata Indicom

13%

Hutch25%

Reliance30%

Airtel32%

Tata IndicomHutchRelianceAirtel

Page 29: Study on Retail Visibility and Database Model

(B) Interior Visibility of Wall Mounted

Telecom Service provider No. Of Wall Mounted Percentage Tata Indicom 8 11%

Hutch 17 24% Reliance 19 27%

Airtel 27 38% Total 71 100%

Interior Visibility of Wall Mounted

Tata Indicom11%

Hutch24%

Reliance27%

Airtel38%

Tata IndicomHutch

RelianceAirtel

Observations

From the above figure it can be inferred that Tata Indicom has 11% of Wall Mounted in

Interior Visibility while other players like Airtel has 38%, Reliance has 27% and Hutch

has 24%. Tata Indicom holds less Interior retail Visibility Of Wall Mounted in Jaipur and

adjusted areas.

Page 30: Study on Retail Visibility and Database Model

(II) Exterior Retail Visibility of Signage s

Service Provider Number of External Signage s

Percentage

Tata Indicom 37 19%

Hutch 44 23% Reliance 52 27%

Airtel 62 31% Total 195 100%

Number of External Signages

Tata Indicom19%

Hutch23%

Reliance27%

Airtel31%

Tata Indicom

Hutch

Reliance

Airtel

Observations

From the above graph, it is cleared that Tata Indicom has 19% shares of exterior retail

visibility; on the other hand Airtel has highest exterior retail visibility that is 31% and

reliance and hutch holds 27% and 23% respectively. Exterior retail visibility holds a key

position in any of retail outlet.

Page 31: Study on Retail Visibility and Database Model

(III) Number of Respondents Satisfied With the Service of TATA INDICOM

(YES\NO) No. Of Respondents PERCENTAGE

Yes 77 64% No 43 36%

Total 120 100%

No. of Respondents

Yes64%

No36%

YesNo

Observations

This survey was carried out to know whether the retailers were satisfied with the services

of Tata Indicom, and according to the above graph it is clear that majority of the retailers

were satisfied with their services.

It was found that: -

64% of the retailers were satisfied with the services.

36 % of the retailers were not satisfied with the services of Tata Indicom.

Page 32: Study on Retail Visibility and Database Model

(IV) Awareness of all the schemes launched by the Tata Indicom

(YES\NO) No. Of Respondents Percentage Yes 72 60% No 48 40%

Total 120 100%

No. of Respondents

Yes60%

No40%

Yes

No

Observations

From the above survey, it is conclude that -

60% of the retailers were aware of the schemes launched by Tata Indicom

40% of the retailers were not aware of the schemes launched by Tata Indicom

Page 33: Study on Retail Visibility and Database Model

(V) Sales per month of prepaid connection per outlets

Service Provider Average sales of prepaid connection per month

Tata Indicom 12 Hutch 15

Reliance 20 Airtel 15

1215

2015

0

5

10

15

20

25

Tata Indicom Hutch Reliance Airtel

Service Provider

Ave

rag

e S

ales

Per

Mo

nth

Observations

It can be understood from the above graph that reliance holds the maximum number of

average prepaid connections sold per outlet in a month that was 20, followed by hutch

and airtel at 15 each, and Tata Indicom at 12.

Page 34: Study on Retail Visibility and Database Model

(VI) Sales per month of recharge coupons per outlets

Service Provider Average sales of recharge coupons per month Tata Indicom 17000

Hutch 19000 Reliance 25000

Airtel 20500

17000 19000

2500020500

05000

1000015000200002500030000

TataIndicom

Hutch Reliance Airtel

Service Provider

Ave

rag

e S

ales

Per

M

on

th

Observations

It is found that the average numbers of recharge coupons sold by retailers in a month of

each service providers were as Reliance Rs.25000, Airtel Rs.20500, Hutch Rs.19000,

Tata Indicom-Rs.17000. It is clear from the above graph that reliance holds the major

market share in Jaipur as it holds the maximum no sales of connections as well as

recharge coupons.

Page 35: Study on Retail Visibility and Database Model

(IX) Weekly visits for merchandising by the distributor per outlets

Service Provider Avg.weekly visits for merchandising by the distributor

Tata Indicom 3 Hutch 2

Reliance 3 Airtel 4

0

1

2

3

4

5

TataIndicom

Hutch Reliance Airtel

Service Provider

Avg

.wee

kly

visi

ts

Observations

From the above graph, it can be concluded that average weekly visits for merchandising

by the distributor per outlets of Tata Indicom and Reliance were 3 per week but Hutch

and Airtel are 2 and 4 relatively.

Page 36: Study on Retail Visibility and Database Model

FINDINGS

From the research project carried out some findings these are as follow:

The retailers were highly satisfied with the offers offered by the company and also by the

working of the distributors. The company has invested large amounts in the internal and

external retail visibility. The retailers are well communicated by the company about the

newly launched or to be launched schemes. The existing retailers did not have any

problem with the quality of the product and the services provided by the company and the

distributors.

The new launched super Saver home plan is very good according to the survey

conducted from the retailers.

It was found that some retailers were unaware of the sales promotional

Scheme provided by Tata TeleServices. The some retailers did not knew of such

Schemes the Tata Indicom was having.

As far as awareness is concerned about TATA Indicom Services is very good.

More than 80% respondents are well aware about TATA Indicom

The internal and external merchandising of Tata Indicom as compared with other

service providers was better due to the good coordination between the company and the

distributors.

The company is blessed with good marketing department, which gives the

company good and relevant information about the market, which makes possible for them

to chalk out schemes, which shall suit the present market condition.

Page 37: Study on Retail Visibility and Database Model

LIMITATIONS OF THE STUDY

1. The study was carried out in jaipur city only.

2. Sample size was of only 120 retail outlets.

3. Time constraint.

4. As the collected data in the month of May to July the result could not be considered

consistent for the whole year.

5. I faced problem of avoidance towards giving information. The retailer thinks it to be

Useless and wastage of time.

6. Large Geographical area.

7. Few retailers couldn t respond well to my questions.

8. Lack of awareness about Tata TeleServices limited in prospects mind.

Page 38: Study on Retail Visibility and Database Model

CONCLUSIONS

With the opening economy and growing awareness there exist a big potential in telecom

industry in India. High growth, huge dropping prices and heavy competition is the future

scenario of growing Indian telecom market.

It was observed that internal and external retail visibility of Tata Indicom is better

than the other service providers; the working of the distributor is a major factor in the

success of Tata Indicom in jaipur city.

By taking basic objective into consideration this research found out various problems

with sales promotion activities of the company .it is found out that most of the retailers

give more preference to commission offered to them for selecting a particular service

provider. Business house, chain of retailers and professionals give more preference to

TATA Indicom than its competitor, according to me Tata Indicom should promote its

services in such a way that all segments of the society can use its services so that it can

have a larger customer base. For example schemes should be launched for students (like

of hutch, college campus) and special cards for women (like ideas, women s card).

The only service which was laid back is the flexibility to recharge prepaid connections,

like top up cards, e-recharge, recharge through ATM s etc.

Finally I would like to conclude that company should adopt changing habits and

perception of retailers and user should be studied from time to time and its adoption so as

to survive and make profits in such a competitive market scenario.

Page 39: Study on Retail Visibility and Database Model

RECOMMENDATIONS

At last I like to conclude and suggest TTSL in which I had worked for two months and I

am proud to be part of such an organization, which is a part of Tata group of companies.

It was observed that the retail visibility of Tata was excellent in the city of jaipur, but

was not as such in the remote areas near Jaipur (like of Sanganer, Chomu etc)

The number of retailers should be increased in order to match the competitor s

progress.

Easy access of Prepaid and postpaid connections should be made available to retailers

so that they can serve the customers as and when they need.

Retailers should be encouraged by the distributors to use the Word-Of-Mouth

Marketing.

The company should gather regular information from the distributors regarding the

current market trends and situation.

Tata Indicom should promote or sponsors the culture events like gathering in

colleges, fashion show, jaipur festival etc. in order to grasp the younger section of the

society

Retailers and sales executives should be trained in order to educate the customers

about the product benefits so that more detail communication can take place between

customers and TATA Indicom personals. There is a need to take the feedback of

TATA Indicom personals from the existing customers.

Company should enter in rural market to capture more market share, because the

urban market already saturated.

The out dated external and external retail visibility should be withdrawn from the

market.

A proper demonstration should be given by the special cell in the retail outlets by the

company or by display board to make the customer aware about the accessing of Tata

Indicom services.

Page 40: Study on Retail Visibility and Database Model

BIBLIOGRAPHY

BOOKS REFERRED

MARKETING MANAGEMENT, PHILIP KOTLER, 11TH Edition, Prentice

Hall Of India Pvt. Ltd.

MARKETING MANAGEMENT, V. S. RAMASWAMY and S.

NAMAKUMARY, 3rd Edition, MacMillan India Ltd

MARKETING RESEARCH, C.R.KOTHARI, 2nd Edition, NEW AGE

INTERNATIONAL PUBLISHERS.

REFERENCES

WEBSITES VISITED

www.tataindicom.com

www.indiainfoline.com

www.icra.com

www.google.co.in

COMPANY SOURCES

Leaflets and Brochures of the product of the company.

Training from the company, Company s data.

Page 41: Study on Retail Visibility and Database Model

ANNEXURE

QUESTIONNAIRE FOR RETAILERS

Surveyor s Name:

Date of visit:

GENERAL PROFILE

Zone: -

Distributor Name: -

Area Sales Manager: -

Outlet s Name: -

Contact Person: -

Outlet s Address: -

Outlet Category: -

1) How many prepaid connection do you sell in a month?

a) Airtel B) Hutch

C) Tata Indicom D) Reliance

2) What amount of recharge coupons are sold every month?

a) Airtel B) Hutch

C) Tata Indicom D) Reliance

3) What number of weekly visits by company sales executive?

A) Airtel B) Hutch

C) Tata Indicom D) Reliance

Page 42: Study on Retail Visibility and Database Model

4) How many weekly visits for sales by the distributor?

A) Airtel B) Hutch

C) Tata Indicom D) Reliance

5) How many weekly visits for merchandising by the distributor?

A) Airtel B) Hutch

C) Tata Indicom D) Reliance

6) Are you timely informed by the schemes launched by Tata Indicom?

A) Yes B) No

7) Are you satisfied with the service provided by Tata Indicom?

A) Yes B) No

8) Have you ever been in shortage of handsets or recharge vouchers of Tata Indicom?

A) Yes B) No

9) Any further suggestions: -____________________________________________

_____________________________________________________________________

Page 43: Study on Retail Visibility and Database Model

This document was created with Win2PDF available at http://www.daneprairie.com.The unregistered version of Win2PDF is for evaluation or non-commercial use only.