PART – I

COMPANY PROFILE

Introduction and History of Company

Tata DOCOMO is part of the Indian conglomerate Tata Group. The company received the license

to operate GSM services in nineteen telecom circles and was allotted spectrum in eighteen of these

circles and launched GSM services on 24 June 2009. It began operations first in South India and

currently operates GSM services in eighteen of twenty two telecom circles. It has licenses to

operate in Delhi but has not been allocated spectrum from the Government. DoCoMo provides

services throughout India. Tata DOCOMO offers both prepaid and postpaid cellular phone

services. It has become very popular with its one-second pulse especially in semi-urban and rural

areas. It is the first company to start the one-second plan in India, and later all other operators

adopted this plan as it became popular.

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 name DoCoMo is officially an abbreviation of the phrase, "do communications over

the mobile network", and is also from a compound word dokomo, meaning "everywhere" in

Japanese.

The launch of the TATA DOCOMO brand marks a significant milestone in the Indian telecom

landscape, as it stands to redefine the very face of telecoms in India. Tokyo-based NTT DOCOMO

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

preferred mobile phone service provider in Japan with a 50 per cent market share.

On 5 November 2010, Tata DOCOMO became the first private sector telecom company to

launch 3G services in India. Tata DOCOMO had about 42.34 million users at the end of December

2010.

NTT DOCOMO has played a major role in the evolution of mobile telecommunications through

its development of cutting-edge technologies and services. Over the years, technologists at

DOCOMO have defined industry benchmarks like 3G technology, as also products and services

like the i-modeTM, mobile payment and a plethora of lifestyle-enhancing applications. Today,

while most of the rest of the industry is only beginning to talk of LTE technology and its possible

applications, DOCOMO has already started conducting LTE trials in physical geographies, not

just inside laboratories!

DOCOMO is also a global leader in the VAS (Value-Added Services) space, both in terms of

services and handset designs, particularly integrating services at the platform stage. The Tata

Group-NTT DOCOMO partnership will see offerings such as these being introduced in the Indian

market under the TATA DOCOMO brand.

TATA DOCOMO has also set up a 'Business and Technology Cooperation Committee, comprising

of senior personnel from both companies. The committee is responsible for the identification of

key areas where the two companies will work together. DOCOMO, the world's leading mobile

operator, will work closely with the Tata Teleservices Limited management and provide know-

how on helping the company develop its GSM business.

Despite being a late entrant, Tata Indicom, TTSL's CDMA brand, has already established its

presence and is the fastest-growing pan-India operator. Incorporated in 1996, Tata Teleservices

Limited is the pioneer of the CDMA 1x technology platform in India. Today, Tata Teleservices

Limited, along with Tata Teleservices (Maharashtra) Ltd, serves over 37 million customers in more

than 320,000 towns and villages across the country offering a wide range of telephony services

including Mobile Services, Wireless Desktop Phones, Public Booth Telephony and Wire-line

Services.

Rebranding

On 20 October 2011, the Tata Group brought its brands – CDMA, GSM, Walky (Fixed Wireless Phone),

Photon, INTERNET – under the Tata DOCOMO name. All subscribers to these services were migrated to

the Docomo brand on 20 October 2011. The company’s other brands – Virgin Mobile and T24 – are not

part of the rebranding and continue to retain their names.

Tata DoCoMo Limited

Type Joint venture

Industry Telecommunications

Founded November 2008

Headquarters New Delhi, NCT, India

Area served India

Services Mobile network, Fixed wireless, Wireless broadband

Parent TataTeleservices(73.5%)

NTT DoCoMo (26.5%)

Slogan "Do the new", "Keep it simple, silly"

Website www.tatadocomo.com

Telecom sector in India

Introduction

Telecom services have been acknowledged globally as an essential tool for the socio-economic

development of a nation. India is currently the world’s second-largest telecommunications market

and has registered exceptional growth in the past few years.

The Indian mobile economy is growing rapidly and will contribute approximately US$ 400 billion

to India’s gross domestic product (GDP), according to report prepared by GSMA in collaboration

with BCG.

The rapid strides in the telecom sector have been facilitated by liberal policies of the Government

of India that provide easy market access for telecom equipment and a fair regulatory framework

for offering telecom services at affordable prices. The deregulation of foreign direct investment

(FDI) norms has made the sector one of the fastest growing and a top five employment opportunity

generator in the country.

Market Size

Telecommunications is one of the prime support services needed for rapid growth and

modernization of various sectors of the economy. Driven by strong adoption of data consumption

on handheld devices, the total mobile services market revenue in India will reach US$ 29.8 billion

in 2014 and is expected to touch US$ 37 billion in 2017, registering a compound annual growth

rate (CAGR) of 5.2 per cent, according to research firm IDC.

According to a study by GSMA, it has been expected that smartphones will account for two out of

every three mobile connections globally by 2020 and India is all set to become the fourth largest

smartphone market.

India is projected to have 213 million mobile internet users by June 2015, a 23 per cent rise over

a six month period, according to Mobile Internet in India 2014 report.

The broadband services user-base in India is expected to grow to 250 million connections by 2017,

according to the UK-based GSM Association (GSMA).

India saw the fastest growth in new mobile-phone connections with 18 million net additions in the

third quarter of 2014, followed by China with 12 million new additions, according to a report by

Swedish mobile network equipment maker Ericsson.

The Indian telecom sector is expected to create four million direct and indirect jobs over the next

5 years on the back of the government’s efforts to increase penetration in rural areas along with

the growth in the smartphone numbers and internet usage, according to estimates by Randstad

India. “The telecom sector has been growing aggressive at an average for 35 per cent a year for

close to two decades,” said Mr. K Uppaluri, CEO, Randstad India.

Investment

With daily increasing subscriber base, there have been a lot of investments and developments in

the sector. The industry has attracted FDI worth US$ 16,994.68 million during the period April

2000 to January 2015, according to the data released by Department of Industrial Policy and

Promotion (DIPP).

Some of the major developments in the recent past are:

Sterlite Technologies Ltd has announced an annual seed fund of US$ 100,000 to strengthen

India’s investments in broadband technology research, by investing in Indian start-ups,

working on innovative broadband deployment technologies.

Maxx Mobilink plans to start production of mobile handsets at its Haridwar plant,

beginning with assembling devices from April 2015. Maxx will invest over Rs 6 crore

(US$ 965,615.81) initially in setting up the R&D laboratory.

Huawei Technologies has won two contracts worth a combined US$ 120 million from

Bharti Airtel and Idea Cellular to upgrade their wireline networks.

Tata Communications has invested in acquiring capacity in Seabras-1, a submarine cable

being developed between the US and Brazil, seeking to increase services in the Latin

American region.

Bharti Airtel and IHS Holding have signed an agreement under which latter will acquire

about 1,100 telecom towers across Zambia and Rwanda.

Ericsson has won a seven-year deal worth more than US$ 1 billion to manage the network

of Reliance Communications across 11 service areas, making the Swedish telecom gear

maker the only service provider to manage the pan-India network of a mobile phone

operator.

Government Initiatives

The government has fast-tracked reforms in the telecom sector and plans to clear the proposal

allowing spectrum trading and sharing ahead of the year-end deadline as it wants to lift the business

sentiment for the forthcoming airwave auction. Some of the other major initiatives taken by the

government are as follows:

The Government of Uttar Pradesh (UP) has secured investment deals valued at Rs 5,000

crore (US$ 804.64 million) for setting up mobile manufacturing units in the state.

The Government of India plans to roll out free high-speed wi-fi in 2,500 cities and towns

across the country over the next three years and the programme, involving an investment

of up to Rs 7,000 crore (US$ 1.12 billion), will be implemented by state-owned Bharat

Sanchar Nigam Ltd (BSNL).

Citizens of India are expected to get a minimum of 2 megabits per second (MBPS) Wi-Fi

speed at every government owned service point such as railways stations, airports, bus

stops, hospitals and all government departments that deal with the public on a daily basis.

The Union Cabinet of India has approved the largest ever telecom spectrum auction that is

targeted to fetch at least Rs 64,840 crore (US$ 10.43 billion). The government will sell

380.75 megahertz (MHz) of second generation (2G) spectrum in three bands—the

premium 900 MHz, 1800 MHz and 800 MHz.

To speed up the national optical fibre network (NOFN) project, the Department of

Telecommunications (DoT) has advised officials to use public buildings such as post

offices, railway stations and schools.

The Government of Kerala has decided to allow mobile telecom service providers to set up

towers on government land and buildings. This is the first time that a State Government

has opened its own land, buildings and offices to mobile companies.

Road Ahead

India will emerge as a leading player in the virtual world by having 700 million internet users of

the 4.7 billion global users by 2025, as per a Microsoft report.

With the government’s favourable regulation policies and 4G services hitting the market, rapid

growth is expected in the Indian telecommunication sector in the next few years. Also, with

developments in this sector, services such as security and surveillance, remote monitoring of ATM

machines, home automation, traffic management, retail, logistics and grid energy could eventually

facilitate optimisation of resources.

Exchange Rate Used: INR 1 = US$ 0.016 as on June 18, 2015.

Network Expansion:

The country’s telecom subscriber base reached an all-time high of 970 million at the end of

December 2014, according to the latest report by the Telecom Regulatory Authority of India (Trai).

“The number of telephone subscribers in India increased from 964.20 million at the end of

November 2014 to 970.97 million at the end of December 2014,” Trai said in the report. This

surpasses the previous record of 965.5 million reached in June 2012. Teledensity in the country,

which means connection per 100, reached 77.58. The mobile or wireless subscriber base in country

is now already at all-time highs after it crossed 935.3-million mark at the end of October 2014.

The previous record was set in June 2012 when the mobile subscriber base in the country reached

934 million.

At the end of December, the total mobile subscriber base reached 943.9 million. Of the total

wireless subscriber base, 833 million wireless subscribers were active in December 2014. Bharti

Airtel has maintained its leadership with 217.2 million mobile customers. It is followed by

Vodafone with 178.6 million mobile subscribers, Idea Cellular 150.5 million, Reliance

Communications 106.2 million, BSNL 81.3 million, Aircel 78.6 million, Tata Teleservices 66.1

million and Uninor 43.6 million.

Idea Cellular added over 2,500,000 customers, the highest by any company, in December 2014. It

was followed by Airtel which added over 1,700,000 new mobile customers, Vodafone about

1,500,000, Telewings (Uninor) 1,200,000, Aircel over 900,000, Tata Teleservices about 600,000,

Aircel (including Quadrant) 270,000 and MTNL 22,445 new mobile customers.

New operator Aircel registered the fastest growth rate in its mobile subscriber’s base and was

followed by Telewings. State-run BSNL in the reported month lost 1,300,000 subscribers and

Sistema Shyam lost 68,110 customers. Closure of Mumbai-based Loop Mobile business in

November also brought down subscriber base by about 700,000. During the reported month, about

3,500,000 subscribers submitted request to change their mobile service provider taking the total

number of such requests under Mobile Number Portability (MNP) service to 142.9 million.

Wireline connections further declined to 27 million from 27.1 million in November 2014. The

growth in broadband subscribers was also dominated by mobile operators with 69 million

customers. The total broadband subscriber base increased by 4.28% on monthly basis to 85.7

million at the end of December from 82 million in November.

Telecom Regulatory Authority of India (TRAI):

The entry of private service providers brought with it the inevitable need for independent

regulation. The Telecom Regulatory Authority of India (TRAI) was, thus, established with effect

from 20th February 1997 by an Act of Parliament, called the Telecom Regulatory Authority of

India Act, 1997, to regulate telecom services, including fixation/revision of tariffs for telecom

services which were earlier vested in the Central Government.

TRAI's mission is to create and nurture conditions for growth of telecommunications in the country

in a manner and at a pace which will enable India to play a leading role in emerging global

information society.

One of the main objectives of TRAI is to provide a fair and transparent policy environment which

promotes a level playing field and facilitates fair competition.

In pursuance of above objective TRAI has issued from time to time a large number of regulations,

orders and directives to deal with issues coming before it and provided the required direction to

the evolution of Indian telecom market from a Government owned monopoly to a multi operator

multi service open competitive market.

The directions, orders and regulations issued cover a wide range of subjects including tariff,

interconnection and quality of service as well as governance of the Authority.

The TRAI Act was amended by an ordinance, effective from 24 January 2000, establishing a

Telecommunications Dispute Settlement and Appellate Tribunal (TDSAT) to take over the

adjudicatory and disputes functions from TRAI. TDSAT was set up to adjudicate any dispute

between a licensor and a licensee, between two or more service providers, between a service

provider and a group of consumers, and to hear and dispose of appeals against any direction,

decision or order of TRAI.

(Fig.1- Corporate philosophy of Docomo)

CORPORATE PHILOSOPHY

With the aim of creating a new world of communications culture, TATA DOCOMO devote all the

skills, know-how and energy towards the establishment of more "personal communication" with

customers that contribute to their heartfelt satisfaction.

A New World of Communications Culture

More personal communication

Reliable access

E-communication One-to-one “personal

This gives birth to a new world of communications culture

Freedom to enjoy communications anytime, anywhere with anyone

Opening of endless lifestyle horizons

To achieve this

In order to create a world of more innovative and enriched communications, Docomo is improving

service quality; aggressively move forward with the development of various services. Tata

Docomo will also research and develop a more advanced user-friendly communications interface,

and at the same time we will provide these services and technologies to an ever expanding area.

Customer Satisfaction:

Communications those are always ready when needed.

Capability to contact whomever, from wherever and whenever the customer desires.

Happiness that comes from heart-to-heart communications.

Bringing customers another step closer to realizing their dreams.

Responding to every customer with consideration, courtesy and thoroughness.

Providing products that give customers easy and convenient access to cutting-edge

functionality.

To achieve this

First and foremost, we will fulfil expectations of customers by fulfilling our response to

their needs through improved service quality, building original networks, enriching

functionality and expanding the service area. In addition, by providing an expanding and

ever-improving selection of services at inexpensive rates, we will deliver satisfaction to a

growing diversity of customers.

Employees’ satisfaction:

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

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

Enable internal corporate communication to flow free from vertical and horizontal

organizational barriers.

Make the most of the ideas of each individual.

Foster a corporate culture that is not restricted by conventional thinking and systems.

Create a creative office environment that supports the fulfilment of the individual.

Fostering an "open" corporate culture that welcomes the ideas and views of the individual.

Evaluate personnel based on their merits.

Build a company that overflows with a challenging spirit.

By improving system and programs for the enhancement of human resources and unifying

our human resource development, Tata Docomo empowers each individual to exert their

skills to the utmost of their capabilities and discover new potential. At the same time, they

strive to create a workplace that motivates individuals through measures such as

improvement of the working environment and labour conditions and enhancement of

health and welfare benefits.

Vision

Tata Docomo leverage its strength in executing complex global scale projects to make leading

edge information and communication services affordable by all individual consumers and

business in India. Tata Docomo also offers unparalleled value to create customer delight and

enhance business productivity. They also generate value for their capabilities beyond Indian

borders while enabling millions of 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.

Telecom industry in India is dominated by major companies like Airtel, Vodafone in GSM

services.

Competition is very intense due to low differentiation.

AVAILABILITY OF TATA DOCOMO SERVICES:

Tata DoCoMo mobile services are available in the following telecom circles:

State CDMA 2G 3G

Andhra Pradesh & Telangana

Assam

Bihar & Jharkhand

Delhi

Gujarat

Haryana

Himachal Pradesh

Jammu and Kashmir

Karnataka

Kerala

Kolkata

Madhya Pradesh & Chhattisgarh

Maharashtra & Goa

Mumbai

North-East

Odisha

Punjab

Rajasthan

Tamil Nadu

Uttar Pradesh (East)

Uttar Pradesh (West)

West Bengal

About SAN ENTERPRISES

A San Enterprises under the proprietor Mr. Sandeep is working with Tata Docomo from 7

months. They got Distribution ship of Tata Docomo in December 2014 and started working from

January 2015. San Enterprises is one of the top distributors in Mysore Zone. Right now there are

currently 4 distributors are working for Tata Docomo in Mysore zone (Urban).

What do you mean by Strategy?

Strategy is a long term course of action through which an organization relates itself with the

environment so as to achieve its objective.

Strategy is the direction and scope of an organization over the long-term; which achieves

advantage for the organization through its configurations of resources within a challenging

environment, to meet the need of market s and to fulfil stakeholder’s expectations.

Strategy is an action that managers take to attain one or more of the organization goals. Strategy

can also be defined as “a general direction set for the company and its various components to

achieve a desired state in the future. Strategy results from the detailed strategic planning process.”

What do you mean by Marketing Strategy?

A marketing strategy is a process or model to allow a company or organization to focus limited

resources on the best opportunities to increase sales and there by achieve a sustainable competitive

advantage.

A strategy that integrates an organizations marketing goal into a cohesive whole. Ideally drawn

from market research, it focuses on the ideal product mix to achieve maximum profit potential.

The marketing strategy is set out in a marketing plan.

A marketing strategy is a process that can allow an organisation to concentrate its limited

resources on the greatest opportunities to increase sales and achieve a sustainable competitive

advantage.

DOCOMO’S STRATEGIES:

The strategies used by Docomo to acquire market are-

SEGMENTING, TARGETING DIFFENTIATED MARKETING AND POSITIONING.

Segmenting:

1. Geographic region.

2. Density.

3. Social classes & Income level.

Targeting:

1. Company executives

2. Lower, upper, middle income segment.

Positioning:

1, Transparent

2. Innovative

3. Liberating

Here, Tata docomo has various plans and tariff rates as per the need and requirements of various

segmentations, such as corporate plans for business people, night plans, low tariff plans for middle

and lower income group, blackberry with their telecom services for middle and high income group.

Tata docomo is following full market coverage strategy as they have wide range of offering for

the customers i.e. various tariff plans depending upon the segment the customer belongs to for

example the charges for the corporate plans are different from that of residential use plants.

Differentiated Marketing:

For full market-coverage they are following the differentiated marketing strategies, under which

for each market segment there will be different marketing mix for example the charges for

corporate plans are different from those of home plans and the feature are also different on the

both

MARKETING MIX OF TATA DOCOMO:

Marketing Mix decision must be made for influencing the trade channels as well as the final

consumers. The 4p’s represents the seller’s view of the marketing tools available for influencing

buyers. From a buyer’s point of view, each marketing tool is designed to deliver a customer

benefits.

Rest 4 P are of Service marketing. Services marketing is the marketing based on relationship and

value. It may be used to market a service or a product. Marketing a service-based business is

different from marketing, a goods-based business.

1. Product:

Design

Technology

Usefulness

Convenience

Value

Quality

Packaging

Branding

Accessories

Warranties

2. Price:

Strategies

Skimming

Penetration

Psychological

Cost-plus loss leader, etc

3. Place:

Retail

Distributor

Mail order

Internet

Direct sales

4. Promotion:

Special offers

Advertising

Endorsement

User trials

Direct mailing

Leaflets/posters

Free gifts

Competitions

Joint ventures

5. People:

Employee.

Management.

Culture.

Customer service.

6. Process:

Especially relevant to service industries.

How are services consumed?

7. Physical Environment:

Smart

Run-down

Interface

Comfort

Facilities

PRICING STRATEGY:

Pricing strategies for products or services encompass three main ways to improve profits. These

are that the business owner can cut costs or sell more, or find more profit with a better pricing

strategy. When costs are already at their lowest and sales are hard to find, adopting a better

pricing strategy is a key option to stay viable.

They are following differential pricing strategy; they are offering varied tariff plans from which

the customers can choose as per their requirements.

STRATEGIES:

PRODUCT Offer a basic product

service. Offer value added service.

Increase in number of

value added services.

PRICE Charge cost-plus Price to Penetrate market. Price to match or best

competitors.

DISTRIBUTION Build selective

distribution. Build intensive distribution.

Build more intensive

distribution.

ADVERTISING Build product awareness

among early adopters.

Build awareness interest in

the mass market.

Stress brand

differences and

benefits.

SALES

PROMOTION

Use heavy sales promotion

to entice people to

subscribe.

Increase to build and

maintain relationship with

customers.

Increase to

encourage brand

switching.

(Table 3-Pricing Strategy of Docomo)

PART - B

THEORETICAL FRAME WORK

BUSINESS HERARCHY OF SAN ENTERPRISES-

SAN Enterprises is one of the leading distributors in Mysuru zone out of 4 Distributors. SAN

Enterprise is supervised by CSM- Mr. Praveen Bharath and ZBM- Mr. Arjun Raop. It has 520

Outlets under it which is being handled by 6 DSE’s and a Back end. San is dealing with GSM

(prepaid) and TATA photon products of Tata Docomo.

Here is the regional hierarchy

FUNCTIONS OF VARIOUS PEOPLE IN ORGANISATION:

(A) Functions of Distributor (San Enterprises)

Telecommunications is a sophisticated and vast field and while every individual uses telecom

services in some form or the other, for a business organization choice of the products can

become a much more complex decision. Serving the client’s demands therefore needs to be

managed with extreme care and caution and a methodical approach. It will also ensure that the

carriers are able to understand customers’ requirements and then execute the solution.

This is where the role of a telecom distributor comes in.

1. Monitoring software technology

A telecom distributor will also spend a lot of time in keeping track of the way technology

is unfolding in the telecom business. This is indeed a very dynamic field because almost

every day there are new technologies that are being introduced in the market and an agent

or an individual may not really have the time and know-how to find out more about this

technology and whether it is something that should be presented to the end customer.

Zonal Business Manager

Company sales Manager(CSM)

DSE 1

95

DSE 2

90

DSE 3

85

DSE 4

80

DSE 5

75

DSE 6

95

Back end

Total 520

Retailers

SAN Enterprises

(Distributor)

Therefore, one of the responsibilities of a telecom distributor is to check up on nascent

technologies and make an analysis of their own business.

2. Structuring price quotes

A telecom distributor will also be able to help agents to get structured price quotes that

they can carry to the customer. By making the process of lead generation, marketing,

price quoting and payments a smooth and operational one, a telecom distributor has to

perform a role of a “coordinator” more than anything else.

3. Relationships

When it comes to the entire ecosystem of the different individuals and companies that go

into making a telecom network, then one of the biggest roles that a telecom distributor

performs is that of fostering and nurturing relationships within the ecosystem. Thus, there

can be vendors, agents, customers, software sellers and many other players within this

ecosystem but a telecom distributor or master agent will help them connect with each

other in a relevant and meaningful manner which delivers higher value proposition. For

instance, an agent may need the help of a product specialist in a particular domain but

may not know where to go. Now if he were to approach a telecom distributor, then he

would be connected with the appropriate product specialist in no time at all.

4. Customer development and market development

Another role that a telecom distributor has to perform pertains to developing market share and customer

base for a telecom carrier. Assuming that the carrier’s products and solutions are all high-quality ones

then it will be up to the telecom distributor to work with the customer and tell them about the availability

of such high-quality products. Therefore a telecom industry distributor plays an eminent role in fostering

customer and market relationships also.

Criteria required for Distribution ship in DoCoMo:-

Sr No. Sole Proprietorship

1 Evaluation Sheet (Signed by CSM & ZM)

2 Demand Draft Copy

3 Demand Draft Original - Named on Tatal Teleservices Ltd, Payable at Mysuru with

Channel Stamp on Backside of Demand Draft

4 Bank Certificate

5 1 Snap

6 Identification Proof of Person signing Agreement with TTSL (Self Attested Copy of

Passport / Ration Card / Driving Licence/ Voter ID Card)

7 PAN Card

8 VAT Certificate

9 Service Tax

10 Application form from Distributor regarding Distributorship

11 49 Pages Agreement with Stamp & Sign on all pages and additional stamp sign as

per the attachment (on normal paper)

12 Payout & Amendment Policy (TTSL Letter Head)

13 Clawback Policy (3 Pages)

14

Indemnity Bond on Rs. 50 Stamp Paper on Firm's Name (Notarised Attested) (While

taking Print out on Indemnity (Appendix-2), the word "Performa for………." should

be removed.)

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

16

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

“This stamp paper forms integral part of the Channel partner Agreement executed

between M/s Tata Teleservices Ltd. and M/s

………………………………………………………………………….. and has been affixed to the

Agreement for the purposes of stamp duty.”

17 Ownership / Possession Proof of Principal Place of Business

17 a.

> For Rented Property:- Self Attested copy of Lease Agreement/ Lease Deed/

Rent Deed/ Affidavit coupled with Rent receipt (in case no document is executed and

its oral understanding)/ Affidavit coupled with copy of expired lease deed/

Agreement (in case agreement has not been extended further in writing);

17 b. > For Self Owned Property:- Self Attested copy of Sale Deed/ Allotment Letter/

Transfer Letter/ Jamabandi/ Any other document signifying possession/ ownership

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

19 IT return for last 3 years

20 Bank Account Statement for last 6 month

21 Alternate Mobile Number & E Mail address of Channel Partner

(Table 4-Ctriteria for distribution ship)

Sr.No. Partnership Firm

1 Evaluation Sheet (Signed by CSM & ZM)

2 Demand Draft Copy

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

4 Bank Certificate (Enclosed)

5 1 Snap of All Partners

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

7 Firm's PAN Card

8 Firm's VAT Certificate

9 Firm's Service Tax

10 Application form from Distributor regarding Distributorship

11 49 Pages Agreement with Stamp & Sign on all pages and additional stamp sign as per the attachment (on normal paper)

12 Payout & Amendment Policy (TTSL Letter Head)

13 Clawback Policy (3 Pages)

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

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

16

Rs. 25 Stamp Paper on Firm's Name. Following Text to be printed on Stamp Paper. “This stamp paper forms integral part of the Channel partner Agreement executed between M/s Tata Teleservices Ltd. and M/s ………………………………………………………………………….. and has been affixed to the Agreement for the purposes of stamp duty.”

17 Ownership / Possession Proof of Principal Place of Business

17 a.

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

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

18 Partnership Deed

19 Authorisation Letter in case of One Authorised signatory

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

21 IT return for last 3 years

(Table 5- Ctriteria for distribution ship)

(B) Functions of ZBM (Zonal Business Manager)-

ZBM controls the whole zone.

He is also an employee of company who not only governs Distributors, Retailers and

DSE’s but CSM’s also.

He is the highest authority of district.

He conveys to company need of market.

He analyse data received from company and get the required work done through CSM’s.

(C) Functions of CSM (Channel Sales Manager)-

CSM is an employee of company to govern the area/distributor appointed to him.

He makes sure that Distributors, Retailers and DSE’s are working according to company

policies.

They have to achieve targets assigned to them by company with the help of distributors.

(D) Functions of DSE’S (Direct Selling Executive) –

DSE’s are the agents of distributors who perform sales and services to retailers on behalf of

distributors.

To visit and help retailers regarding any problem they are facing.

22 Bank Account Statement for last 6 month

23 Alternate Mobile Number & E Mail address of Channel Partner

To communicate the schemes and offers for the period are being conveyed to retailers or

not.

To motivate and Boost the morale of retailers by giving them schemes and offers.

To achieve daily target of activations assigned by distributor.

To Complete DUAO- Daily Unique Activating Outlets.

To give the POP (Point of Purchase) material (posters, hangings, books etc) for advertising

to Retailers.

To bring CAF (Customer application form) daily for the activations done by their counters.

To supply the retailers with all the products they require.

PRODUCT AND SERVICES OFFERED BY TATA DOCOMO- Following are the

Services offered by Tata Docomo in Country.

(Table 6- Product and Services offered by Tata Docomo)

Out of these SAN Enterprises deals with-

Internet Services-

Photon

3G

Voice solution-

Docomo

Recharge facilities-

EVD

Paper card

MAIN COMPONENTS OF BUSINESS:

(A) Targets--

Targets are assigned by company looking at the past performance of the area which distributor

holds. Given are the three aspects-

Targets for Sims- In Sims there are targets for :

o MNP(Porting)

o Tata Docomo Sims

Targets for EVD- These targets involve the targets of Primary, Secondary and Tertiary.

Targets for Paper card.- Paper card should be 20% of For the month of June targets were

assigned by Company as follows

Following are the Targets of SAN Enterprises for the month of May-

(Table 7- Target of June A Star)

And this is how target was divided amongst DSE’s according to their retailers and

experience.

DSE

Number

TD

Targets

MNP

Targets Total Duao Photon

DSE

Name 8792274608

600 30 630 6 5 Nandeesh 8792274734

290 30 320 5 8 Preetham 8867481305

250 30 280 5 2 Krishna 8792268963

300 30 330 5 6 Shivu

Gross - VOICE Targets EVD + Paper

Dist Mdn Dist Name TD MNP Active Gross 3G Primary Tertiary

Paper Primary

7411987200 SAN Enterprises 1778 150 1700 70 53.8 44.1 8

Gross – Targets EVD Primary

Dist Mdn Dist Name Voice Data Active Gross Tertiary Handset

CDMA Data

7411987200 SAN Enterprises 90 25 72 5.6 55 25

GSM – Voice GSM – Data Primary RC-9

Tran Act DUAO Act DUAO 3G GPRS Sms Min

325 225 35 35 2 70 3900 3900 1950

8867481303 170 15 185 5 2 Samanth

8867481304 168 15 183 5 2 Sanjay

Total 1778 150 1928 35 25

(Table 8- Target distributed among DSE’s)

HVC- High Value Charge target has been introduced by Tata Docomo to enhance the sale of

recharges of high value. DSE’s are assigned task of sending sms from retailer’s mobile- ‘HVC’

to 52291.

The target is being assigned by company to the retailer according to their past performance.On

achieving the assigned target, retailers get Rs 10 extra on every HVC recharge they do. This has

increased the sale of high value recharges and hence giving high profit to retailers as well as

distributors.

Target Achieved till date report:

TD Gross

TD G Tgt MTD Tgt FTD Ach

%Age MTD

%Age Ach RRR CRR LMSD Month Trending

LM- Exit % Gr

1777.5 1319 73 1224 93% 69% 69 53 1204 1643 1617 2%

MNP

MNP G Tgt

MTD Tgt FTD Ach

%Age MTD

%Age Ach RRR CRR LMSD Month Trending

LM- Exit % Gr

150 111 0 48 43% 32% 13 2 88 62 99 -45%

Evd Tertiary GSM POOL

Tert Tgt FTD Ach %Age RRR LMSD

LM- Exit

% Gr

DBR Balance

DSE Balance

Ave Tertiary Stock

44.10 0.90 20.96 48% 2.89 20.64 26.89 2% 3.00 0.18 1.02 3

EVD Primary Paper Primary

EVD P Tgt %Age AR LMSD

LM- Exit

% Gr

Pap P Tgt FTD Ach %Age AR LMSD

LM- Exit % Gr

% Contri

53.80 44% 3.75 21.35 28.05 12% 8.00 0.39 2.12 26% 0.74 5.97 6.01 -65% 8%

Table 9

(B) Activations:

Activations process is as following:

1. CAF- Customer Application Form which is filled checking at the proofs submitted by the

customers.

CAF is sent with a proof and a photo of customer with the stamp of Retailer and

Distributor on CAF.

CAF is then collected by CAF auditor and collector.

The CAF is collected within a day to ensure all the incentives to distributor and

retailers.

In case CAF is not sent in a given time,

Number is automatically deactivated,

Those CAF which are not appropriate are sent back by the company

which are known as rejected CAF.

2. LR Verification- In case proof is of some other state/country, Local reference of

customer receives call to confirm if he lives in town or not.

3. Tele-verification- In case customer has given local proof, after updating the proof in

company, customer calls at 59059 and confirms his name, Father name and address.

4. First call- After TV or LR is done; activation is counted only when customer calls at any

number and talks for around 1 min. This is done to confirm if the number is a genuine

activation or not.

After all these steps being followed, Activation is considered done.

Following are the Activations done by SAN Enterprises in the month of April and May

ACTIVATIONS- APRIL MAY

TATA DOCOMO 3579 2512

MNP 625 1004

TOTAL 4204 3516

Table 10

The Graph of change in

activations has been shown

in Figure 3 and Figure 4

(Figure 3)

0

200

400

600

800

1000

1200

APRIL MAY

AC

TIV

ATI

ON

S

MONTH

MNP

(Figure 4)

As we can see there is decline in activations, the reasons for that are following:-

1. Summer holidays were there in the month of May for students.

2. Reshuffling of areas in Mysore zone,

3. Decrease in outlets under SAN enterprises.

4. Aircel network brought up with new offer, so activations has decreased.

We can also see that the MNP request has been increased in the month of May due to the offer

for retailer has been implemented by giving TV, 5.1 home theater, Air cooler and Iron box as a

prize for the winners who will get more MNP’s.

More info-

Activations report can be downloaded for the same month or last month.

Activations can be monitored through SSTATALLY software.

Even hourly report can be downloaded and status of numbers can be checked easily.

Activation Reports are of three types-

Subscriber activation report- Which shows the activation report of normal gsm Tata

Docomo numbers.

CDMA Activation Report- It shows the the activation report of Photon Numbers.

0

500

1000

1500

2000

2500

3000

3500

4000

4500

APRIL MAY

AC

TIV

AT

ION

S

MONTH

TATA

DOCOMO

TOTAL

ACTIVAIONS

MNP Activation report- It show the number being ported from some other network to

Tata docomo and the status of those numbers.

(C) EVD (Electronic Voucher Distribution)

Electronic Voucher Distribution or EVD is the means of distributing value and prepaid vouchers

electronically using a central server and a portable Point-of-Sale (POS) transaction terminal at

the retail outlet.

A Point-of-Sale (POS) is typically the location where a transaction occurs. A POS terminal is a

handheld or portable device that is used to complete the sales transaction. The POS terminal may

be connected to a central server where the transaction and the customer account are updated. On

the successful completion of a transaction, a POS may generate a receipt/voucher having the

transaction details.

Advantages of Electronic vouchers over Scratch cards:-

Unlike scratch cards, Electronic vouchers are terminal printed vouchers with PIN number, serial

number, amount, expiry date etc. Advantages of Electronic Vouchers

Simple to use

Low capital investment

More availability of stock

Minimize fraud and theft

Easy to track the voucher for status updates

Centralized control

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

users?

Reduce scratch card printing, distribution and storing

Increased revenues from distributors and retailer.

Guaranteed stock

Centralized distribution and Accounting control

Minimize fraud and theft

Low capital investment

Minimize the transaction cost

More potential to sell directly to End Users

Can introduce more denominations

(Figure 5- Types of EVD)

There are three parameters of EVD viz.

Primary

Secondary

Tertiary

The data related to EVD is checked in

https://evdapps.tatatel.co.in:4443/GsmEvdWeb/newEVD.evd called EVD software.

This is the screen shot of this website.

EVD

Primary Secondary Tertiary

Primary EVD-

It is the amount which is transferred by company to distributor. After checking the NEFT

transferred in consideration of order of EVD.

Here is the example of data for amount of Primary EVD for the month of May which is Rs

3005082

TRANS ID SAP_CODE DISTRIBUTOR AMOUNT TRANS DATE BILL DOC NO

166594681 1181011241 7411987200 65023.59 01/06/2015 08:01:22PM 6125166173

171073005 1181011241 7411987200 7369.68 30/05/2015 01:42:26PM 6125170813

170983074 1181011241 7411987200 54535.91 29/05/2015 05:00:32PM 6125170557

170972143 1181011241 7411987200 104866.27 29/05/2015 04:00:11PM 6125170547

170850347 1181011241 7411987200 31463.02 28/05/2015 09:00:23PM 6125170431

170816848 1181011241 7411987200 73413.75 28/05/2015 06:00:21PM 6125170407

170633071 1181011241 7411987200 94389.1 27/05/2015 04:21:07PM 6125170234

170578221 1181011241 7411987200 41950.71 27/05/2015 12:01:04PM 6125170145

170485435 1181011241 7411987200 78657.58 26/05/2015 06:00:55PM 6125170115

170285586 1181011241 7411987200 89145.26 25/05/2015 04:20:44PM 6125169967

170126623 1181011241 7411987200 94389.1 23/05/2015 06:20:37PM 6125169832

169881232 1181011241 7411987200 94389.1 22/05/2015 05:21:04PM 6125169432

169709563 1181011241 7411987200 36706.88 21/05/2015 07:00:58PM 6125169281

169623456 1181011241 7411987200 41950.71 21/05/2015 12:20:15PM 6125169181

(Table 11- Primary EVD Report)

SECONDARY EVD-

It is the amount which is transferred from distributor’s demo to DSE’s demo and DSE’s demo to

Retailer Demo. Secondary for the month of May was Rs 2945543.

Here is the example of Data Details we get in EVD website in which donor is distributor or

DSE’s.

TRANSID RECIPIENT DONOR TRANSACTION_DATE AMOUNT

166522456 7204211839 8792268963 01/06/2015 01:15:57 PM 3090

166524388 8050134741 8792268963 01/06/2015 01:22:32 PM 1545

166526103 7204588476 8792274608 01/06/2015 01:29:06 PM 5150

166526598 8050343573 8792274608 01/06/2015 01:31:03 PM 1030

166533710 7204206084 8792268963 01/06/2015 02:01:09 PM 1030

166534333 9035911003 8792274734 01/06/2015 02:04:22 PM 1030

166534487 9036302017 8867481305 01/06/2015 02:05:23 PM 1545

166535842 7204703784 8792268963 01/06/2015 02:12:32 PM 1030

166536024 9036321407 8867481305 01/06/2015 02:13:30 PM 515

166537290 7204106101 8792268963 01/06/2015 02:20:34 PM 1030

166537737 8867752722 8792274734 01/06/2015 02:23:22 PM 3090

166537868 9035912237 8867481304 01/06/2015 02:23:46 PM 1545

166539942 7204235290 8792274734 01/06/2015 02:35:59 PM 2060

166541705 8123234525 8867481303 01/06/2015 02:47:56 PM 7210

166541880 7411761902 8867481303 01/06/2015 02:48:54 PM 1030

166546476 9036603173 8867481304 01/06/2015 03:21:58 PM 1030

(Table 12- Secondary EVD Report)

TERTIARY EVD-

It is the amount which is transferred by Retailers to Customers. There is the target of tertiary to

be achieved by each distributor. The details of each retailer’s transaction are updated from

company end regularly.

Here is the example of trend of retailers Tertiary EVD under DSE Nandeesh.

DSE No. Retailer Name Ret MDN Apr May

8792274608 3G Mobile Club 8050343573 15154 16524

8792274608

HOYSALA

COMMUNICATION 9036601690 4520 4820

8792274608

SRI RAGAVENDRA

BHANDRA 9036593882 0 0

8792274608 RAGHU MOBILES

9036598985 3015 3807

8792274608 YOUTH ZONE

9036321270 9672 10202

8792274608 SRI KRISHNA

9035209486 5055 4995

8792274608 BALAJI SHOPPE

8867751667 5144 6197

8792274608 BELVADI MOBILES

8867555356 8145 9109

8792274608 CITY CELL POINT

8867555362 6861 4264

8792274608

SAPHAGIRI CELL

WORLD 7411750147 2541 3525

8792274608 MYMI MOBILES

7411306903 6636 8896

8792274608 NANJUDESWARA ENT

8147945510 0 0

8792274608

KAMATH

COMMUNICATION 7204850838 8296 8687

8792274608

SAPTAGIRI BOOK

HOUSE 7204106113 2632 3347

8792274608 JAI SANTHOSHI SALES

9036321239 6026 7544

8792274608 VENKATESHWARA

9036321253 0 0

8792274608 NAYAK TRAVELS

9036323370 17254 16995

8792274608

KAMAIAH CIGARETTE

SHOP 9036300642 2504 3209

8792274608

AMMA

COMMUNICATIONS 9035963012 7251 5633

8792274608 ARCHANA TRADERS

9035200969 7634 8130

8792274608 REKHA STD

9035208191 7671 7332

8792274608 GONANDANA MOBILE

9035209489 5259 6796

8792274608 RAVI MOBILES

8867751623 11639 10772

8792274608 SRI RAGHAVENDRA

9036323368 805 990

(Table 13- Tertiary EVD)

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

EVD APRIL MAY

SECONDARY 2796895 3819877

PRIMARY 2989753 3990763

(Table 14)

(Figure 7- Primary and Secondary EVD for April and May)

ORDERING PROCESS OF EVD, SIM CARD AND PAPER CARD-

First of all we will login https://sstatally.tatatel.co.in/DOeSSTA/Login.jsp

ESTATALLY website using our distributor ID and Password.

Select ‘Purchase order’ tab and then ‘Raise Purchase Order’

Select the Item code which we wish to order.

Select Quantity..

Mention Bank name and Transaction number of Transfer which we made in Payment

process.

Press Submit.

Notes- Order will be processed after 3 hours of NEFT.

0

500000

1000000

1500000

2000000

2500000

3000000

3500000

4000000

4500000

APRIL MAY

EVD

MONTH

PRIMARY

SECONDARY

Here is a screen shot of ESTATALLY login page

Balance/EVD maintenance:

Once purchase order is made, Company Transfers balance to Distributor end.

Distributor then transfers the required amount to DSC’s.

DSC’s then visit Mobile counters (Retailers) and transfer them required amount

of EVD.

Retailers then recharge customers’ mobile numbers.

Balance of EVD at distributor end to be maintained at the end of the day in June

month was Rs 286000 and Rs 304000 for the month of June. This norm is based

on 3 days tertiary.

In the opposite way payment Transfers from

Customers > Retailers > DSC’s > Distributors > Bank > Company

PAYOUTS AND COMMISSION

There are three parties involved in getting payout and commission when talking about distributor

end. Viz.

Distributors

DSE

Retailers

1. Distributor-

Margin of EVD 4.68% is being transferred side by side as distributor makes

transaction. And out of this 2.68% is given to retailers. So, Distributor’s margin

remains 2%.

On activating new connections there is different incentive based on the type of

connection. Tata Docomo, MNP, Photon data card etc... Certain targets are given each

month and on achieving these targets the slab rate of profits increases.

2. DSE- Direct Selling Executives-

They are appointed and trained by distributor himself. And the salary is also decided by

distributor according to their experience and qualifications. DSE’s Salary varies from 6000-

10000. And they are given incentives on DUAO and Gross Targets assigned to them.

3. Retailers-

They get commission according to the sales they do. Retailers have commission in

following things-

Margin @3% on EVD is given to retailer when he purchases EVD from DSE.

E.g. IF a retailer purchases EVD of Rs.1000, he is being transferred Rs.1030 by

DSE.

OTF- On the front profit is transferred to retailer when he makes first recharge on

new connections according to the different type of FRC’s.

Margin in Paper card sold to customers is 2.8%.

Beside EVD margin and OTF on FRC, Retailer also gets pay-out according to

their performances. Pay-out is decided the basis of slabs of new activations.

RESEARCH METHODOLOGY

RESEARCH

The process used to collect information and data for the purpose of making business decisions.

The methodology may include publication research, interviews, surveys and other

research techniques, and could include both present and historical information.

Research in common parlance refers to a search for knowledge. One can also define research as a

scientific and systematic search for pertinent information on a specific topic.

RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. It may be understood

as a science of studying how research is done scientifically. In it we study the various steps that

are generally adopted by a researcher in studying his research problem along with the logic behind

them.

(a) RESEARCH PROBLEM

1. Demand for Tata Docomo in comparison to Demand for other Tele services providers.

2. Customer’s expectation from retailer’s point of view.

3. The market acceptance of Tata Communication by the retailers.

4. What could be the future demand of Tata Docomo?

5. Rating of products of Tata Docomo.

(b) OBJECTIVES OF THE PROJECT

The purpose of research is to discover answers to questions through the application of

scientific procedures. The main aim of research is to find out the truth which is hidden and

which has not been discovered as yet.

The objectives of this study/project as follows:

To study the working of Tata Docomo Distributor.

To study the Market of Tata Docomo.

To study the unique features and services offered by Tata Docomo.

To perform a SWOT analysis of TATA Docomo.

To know the impact of promotional activities on the purchasing behaviour of the buyer.

To study the retailer satisfaction level regarding the services provided by Tata Docomo.

To study consumer satisfaction from the view of retailers.

(c) RESEARCH DESIGN

The research is done in Basic, Analytical and Conclusive ways.

The data is being collected on primarily basis. Histograms, bar charts, Pie charts, Line charts are

being used to analyses and interpret the data. Field research is done and data being collected by

DSE’s of San Enterprises by Questionnaire method.

(e) POPULATION

The population of this study is 520 Outlets of Tata Docomo, Out of which these 335 counters are

Transacting. All these outlets come under the distribution channel of San Enterprises. The study

has been conducted to do the market analysis of these outlets by selecting random sample outlets

from them.

(f) SAMPLE AREA

The sample has been selected from Mysuru from following areas-

DD URS ROAD

City bus stand circle

Sayaji rao road

Nanjumalge

Vidyaranyapuram

J P Nagar

Ramaswamy circle (100ft road)

Sidharth Layout

Agrahara

Ashokpuram

Mahadevpura

Udbur

Sidappasquare

Sunnadakeri

(g) SAMPLE SIZE

Sample size of 50 Retailers has been taken out of 520 Outlets.

(h) METHOD OF DATA COLLECTION

6 DSE’s were given 10 questionnaires each. Out of the outlets under their channel, they selected

culb40 outlets (under club40 total 40 outlets will come and it is listed as green and red outlets

which means certified outlets under San enterprises) and 10 random outlets were selected by

DSE’s and got the data filled in questionnaires.

(i) STATISTICAL TOOLS USED FOR INTERPRETATION AND ANALYSIS

Histogram analysis with charts.

(j) LIMITATION OF STUDY

The main limitation of this study is that the retailers have told their perception about the

consumer’s view which can be biased or on personal experience according to the location of their

outlet.

Biasness on the part of DSE is possible.

Sample size is 10% of population which may make a difference in result.

Study was limited to Tata Docomo retailers which comes under San enterprises limits

only.

ANALYSIS AND INTERPRETATION

DATA PRESENTATION, ANALYSIS AND INTERPRETATION:

The base for the below analysis is questionnaire filled by the retailers of Mysuru. And the main

basis for which this whole project has been undertaken is as follows:

Question 1. Which telecom companies are you dealing with?

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

(Table 15)

(Fig. 15)

50

44

40

48 4850

40

0

10

20

30

40

50

60

Airtel Idea Reliance BSNL Vodafone Tata Docomo Aircel

Operator No. of Outlets Percentage

Airtel 50 100%

Idea 44 88%

Reliance 40 80%

BSNL 48 96%

Vodafone 48 96%

Tata Docomo 50 100%

Aircel 40 80%

It shows that out of 50 retailers of Tata Docomo,

100% are serving Airtel because of their high demand in market due to their better network

performance,

96% are serving with Vodafone and BSNL because of their demand in market,

88% are dealing with Idea,

80% with Reliance and Aircel which shows that demand for Reliance and Aircel are very less in

the market due to their Network issues.

Question 2- Among them which brand are demanded by customers the most?

These are the opinion given by Retailers in multiple choice.

Operator Retailers Percentage

Airtel 25 50%

Idea 6 12%

Reliance 4 8%

BSNL 10 20%

Vodafone 20 40%

Tata Docomo 20 40%

Aircel 8 16%

(Table 16)

(Fig. 16)

25

64

10

20 20

8

0

5

10

15

20

25

30

Airtel Idea Reliance BSNL Vodafone Tata Docomo Aircel

According to the research a result following is the sequence of demand for the company in

market-

1. Airtel

2. Tata Docomo

3. Vodafone

4. Aircel

5. BSNL

6. Idea

7. Reliance

This again shows that Airtel is on the top according to Retailer’s opinion.

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

This has been rated by retailers

Services Excellent Good Average Below Average

Tata Docomo 14 28% 28 56% 8 16% 0 0%

Vodafone 17 34% 25 50% 7 14% 1 0.28%

Airtel 32 64% 11 22% 7 14% 0 0%

BSNL 8 16% 19 38% 20 40% 3 6%

Idea 8 16% 22 44% 12 24% 8 16%

Reliance 6 12% 15 30% 20 40% 9 18%

Aircel 3 6% 12 24% 20 40% 15 30%

(Table 17)

Tata Docomo

(Fig. 17)

Excellent28%

Good56%

Average16%

Below Average

0%

Tata Docomo

Most of the result for Tata Docomo is Good ie.56%, 28% of retailers have rated Tata Docomo as

Excellent, 16% as Average, and 0% choose Below Average.

Vodafone

(Fig. 18)

34% result for Vodafone is Excellent, 50% for is good, 14% is Average, and 2% result is Below

Average.

Airtel

(Fig. 19)

Being the most preferred brand, Airtel has got 64% excellent remarks, it has got 22% Good

remarks, it has got 14% Average remarks, and has got 0% Below Average.

BSNL

Excellent34%

Good50%

Average14%

Below Average

2%

Vodafone

Excellent64%

Good22%

Average14%

Below Average

0%

Airtel

(Fig. 20)

BSNL due to its less competitive schemes and offers is showing 40% Average results,

38% Good result 16% Excellent and 6% Below Average.

Idea

(Fig. 21)

Idea due to less schemes and offers is showing 44% good results, 24% average result and the

excellent and the Below Average stands on same level i.e. 16%.

Reliance

Excellent16%

Good38%

Average40%

Below Average6% BSNL

Excellent16%

Good44%

Average24%

Below Average

16%

Idea

(Fig. 22)

One the other hand, Reliance network is brought down to downwards due to lack in offers and no

3G service in Mysuru district. So 40% rated as Average, 30% as good, 12% as excellent and

18% as Below Average.

Aircel

(Fig. 23)

Retailers have neutral opinion about Aircel due to low network coverage.

6% rated it as Excellent, 24% rated it as Good, 40% as Average, and 30% as Below Average.

Question 4- What are the features customers look from service provider?

Following is the list of opinion about services demanded by customers.

Excellent12%

Good30%

Average40%

Below Average

18%

Reliance

Excellent6%

Good24%

Average40%

Below Average30%

Aircel

Features Retailers Percentage

E-Recharge 5 10%

Prices and Discount 15 30%

(Table

18)

(Fig. 24)

Network Coverage and Brand name are the most looked upon feature by customers according to

survey.

60% of Outlets marked Network coverage,

56% of Outlets marked Brand name,

30% on Service and Support,

30% on Prices and discount,

24% on Other offers, and

10% on E-Recharge.

5

15

2830

15

8

0

5

10

15

20

25

30

35

E-Recharge Prices andDiscount

Brand Name Networkcoverage

Service &Support

Other offers

Brand Name 28 56%

Network coverage 30 60%

Service & Support 15 30%

Other offers 8 24%

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

any connection?

Marketing Strategy attracting the customers are as follows-

Marketing/ Sales Schemes Outlets Percentage

FRC 30 60%

Value Added Services 10 20%

Rate cutter/SMS offer 25 50%

Other offers and discounts 18 36%

(Table 19)

(Fig. 23)

We can see that FRC (First Recharge) plays most important role as a marketing strategy for

customers as 60%, retailers has marked it.

50% marked Rate cutter/SMS offers,

36% marked Other offers and discounts and

20% marked Value added services.

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

30

10

25

18

0

5

10

15

20

25

30

35

FRC Value Added Services Rate cutter/SMS offer Other offers anddiscounts

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

services.

Products/ Services Outlets Percentage

Tata Photon/Wifi 15 30%

EVD 50 100%

Docomo Sims 42 84%

Paper card 35 70%

(Table 20)

(Fig. 24)

EVD and Paper card are must as those customers who have Docomo product needs to get

recharge of it. SO EVD and Paper card is present in 100% and 70% shops respectively.

And Tata Docomo Sims being the main product is present in 84%. Tata Photon/wifi is least and

can be available only at customers demand.

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

As Tata Docomo came into existence in south India 6 years before i.e. from June 2009, Retailers

have been dealing with Tata Docomo from 0-6 years.

Time Period Outlets

0-2 years 10

2-4 years 18

15

50

41

35

0

10

20

30

40

50

60

Tata Photon/Wifi EVD Docomo Sims Paper card

4-6 years 20

More than 6 years 2

(Table 21)

(Fig. 25)

40% and 36% Retailers are dealing with Tata Docomo and its products from 2-6 years.

20% are dealing from 0-2 years. And 4% completed 6years of service with Tata docomo well

from its existence.

Question 8. How many Tata Docomo activations you will get in a month?

As Tata Docomo is a fast growing network, the activation request is quite high in Mysore zone

due to its scheme and offers.

0-20 Activations 8

20-50 Activations 14

50-100 Activations 16

More than 100 Activations 12

(Table 22)

0-2 years20%

2-4 years36%

4-6 years20

40%

Completed 6 years4%

(Fig 26)

Here we can see that the activations per month is going well in almost all the retailers. 32%

retailers gave their opinion that they will get up to 100 activations in a month, 28% are getting

20-50 activations, 24% tells that they will get more than 100 activation in a month and up to 20

activations are low as Tata Docomo offers are convenient to customers.

Question 9. How many MNP request to Tata Docomo you will receive in a month?

MNP request are quite high in this case as Tata docomo is giving MNP offer for 6 month along

with SMS, 3G DATA and CALL rate offers for the customers who wishes to join their network.

0-10 MNP 6

10-20 MNP 14

20-30 MNP 20

More than 30 MNP 10

(Table 23)

(Fig 27)

40% retails vote that

they are getting 20-30

MNP’s a month, 28%

are getting 10-20

MNP’s a month, 20%

retailers are getting

more than 30 MNP’s

and 12% are getting

less than 10 MNP’s a

month.

0-2016%

20-5028%

50-10032%

More than 10024%

Activations/Month

0-20 20-50 50-100 More than 100

0-10.12%

10-20.28%

20-3040%

More than 3020%

MNP/Month

0-10. 10-20. 20-30 More than 30

Question 10. How would you rate TATA DOCOMO performance as your expectation?

Following is the rating for TATA DOCOMO performance.

Components Outlets

Good Network Coverage 11

Good Internet Speed 15

Easy Recharge 20

Service as per expectation 4

(Table- 24)

(Fig. 28)

40% Retailers has marked Easy Recharge as best performance of Tata Docomo

30% has marked Good Internet Speed,

22% has marked Good Network coverage, and

8% has marked Service as per expectation.

Question 11. How often do DSE visit your outlet?

11

15

20

4

0

5

10

15

20

25

Good NetworkCoverage

Good Internet Speed Easy Recharge Service as perexpectation

Direct selling Executive is supposed to visit the counter thrice a week in normal cases or as

needed. Here is the table showing DSE’s visit timing.

Time interval Outlets Percentage

Everyday 30 60%

Twice in a Week 5 10%

Once in a Month 0 0%

After 1 day 15 30%

Once in a week 0 0%

Never 0 0%

(Table-25)

(Fig. 29)

DSE visits 60% Retailers daily as they are activating counters and proofs are to be collected on

daily basis.

30% retailers get the visit after a day.

10% retailers get the DSE visit twice a week.

Question 12. Rate the following contributes of TATA DOCOMO.

Following are the service aspect of Tata Docomo and their rating by Retailers.

Services Excellent Good Average Below average

30

5

0

15

0 00

5

10

15

20

25

30

35

Everyday Twice in aWeek

Once in aMonth

After 1 day Once in a week Never

Chart Title

Network converge 10 20% 23 46% 15 30% 2 4%

Offers/Scheme 12 24% 32 64% 5 10% 1 2%

DSE Support 20 40% 20 40% 5 10% 5 10%

Value Added Services 10 20% 20 40% 10 20% 10 20%

Incentive & Commission 12 24% 22 44% 11 22% 5 10%

Activation process 8 16% 29 58% 7 14% 6 12%

Help Centre 6 12% 15 30% 20 40% 9 18%

(Table- 26)

Network Coverage

(Fig. 30)

It shows that the network is good in most of the regions on Jalandhar where the research is

conducted.

46% retailers have rated it Good,

30% have rated it Average,

20% have rated it Excellent and

4% have rated it Below Average.

Excellent20%

Good46%

Average30%

Below Average

4%

Network Coverage

Offer/ Scheme

(Fig. 31)

As Tata Docomo is famous for its offers and schemes, 24% people has given Excellent,

64% people has given Good Rating,

10% has given Average,

And 2% has given Below average.

DSE Support

(Fig. 32)

Excellent24%

Good64%

Average10%

Below Average

2%

Offer/ Schemes

Excellent40%

Good40%

Average10%

Below Average

10%

DSE Support

40% retailers are satisfied with the DSE support giving them Excellent rating,

40% have given Good rating,

10% have given Average, and

10% have given below average.

Value Added Services

(Fig. 33)

20% retailers has rated Value added services as Excellent,

40% has rated it Good,

20% has rated it Average, and

20% has rated it Below Average.

Excellent20%

Good40%

Average20%

Below Average20%

Value Added Services

Incentive and Commission

(Fig. 34)

24% of retailers think that Incentive and Commission given by Docomo are Excellent,

44% think that it is good,

22% think it is Average,

10% think it is below average.

Activation Process

(Fig. 35)

Excellent24%

Good44%

Average22%

Below Average

10%

Incentve and Commission

Excellent16%

Good58%

Average14%

Below Average12%

Activation Process

16% of retailers think that Activation process of Tata Docomo is Excellent,

58% think that it is Good,

14% think it is Average, and

12% think it is below average.

Help centre

(Fig. 36) Only 12% have rated the advertisement of Tata Docomo Excellent, 30% has rated it Good, 40% has rated it Average, 18% has rated it Below average.

Question 13. What are the services Docomo needs to improve?

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

Services Retailers Percentage

Network coverage 20 40%

Customer service 2 4%

SMS plans 5 10%

Advertisement ways 1 2%

Call rates 1 2%

Internet plans 2 4%

Activation period 8 16%

Incentives and commission 11 22%

(Table 27)

Excellent12%

Good30%

Average40%

Below Average18%

Help Centre

(Fig. 37)

40 % of retailers say that Network coverage of Docomo needs to be improved,

22% of retailers thinks Incentives and commission needs to be improved,

16% marked Activation period,

10% marked SMS plans,

4% marked for Customer service and Internet plans, and

2% marked for Advertisement ways and Call rates.

20

2

5

1 12

3

11

0

5

10

15

20

25

FINDINGS OF STUDY

FINDINGS:

Tata Docomo is one of the top teleservices company in India giving the tough

competition to Airtel, Vodafone, BSNL and other leading brands.

Tata Docomo is the second most preferred brand in telecom sector after Airtel.

The experiences of retailers of Tata Docomo are mostly good.

Retailers of Tata Docomo are of view that customers seek for good ‘Price and

Discount’ from service providers.

The customers get attracted by Marketing and Sales schemes.

Tata Docomo is offering many products viz- Tata Photon, Tata docomo Sims,

EVD and Paper card. Out of these Tata Docomo sims and EVD are being sold

the most.

Since Tata Docomo has been launched 6 years back, maximum Outlets are

dealing with it for 4-6 years.

Easy recharge is the best performance attribute of Tata Docomo followed by

Good Internet speed.

DSE is supposed to visit the outlet trice a week. But if needed he visits the

outlet daily. Most of the outlets have marked DSE’s visit them on daily basis.

SWOT Analysis of Tata Docomo done on the basis of study-

SWOT Analysis

Strength Flexible plans and Recharge offers.

Good advertising

Good internet speed

Good distribution services

Good brand image of Tata Docomo

Affordable plans by common person.

Youth appeal

First to launch per second tariff plan

Ability to attract customers with various plans

Prices less than Almost all the brands (Except Aircel)

One of the best networks providing 3G services

Fast activating process (1day Activation)

Weakness

Service centre issues.

Similar and monotonous plans schemes

Network issues

Lack of post-paid services.

Customer services are not satisfactory.

Comparatively less Incentives and commission

offered to retailers

Sometime problem with connecting Internet service

Opportunity Fast expanding cellular market.

Latest and low cost technology.

Value added services.

Introduce new plans for internet users.

Introduce 3G in more regions.

Activation process up-gradation.

Threats Brand name of Airtel is inducing customers to

choose it.

Price competition with Aircel, Reliance and BSNL

Mobile Number Portability to other brands due to

weak signal strength.

Competitors Airtel

Vodafone

Idea

Aircel

Reliance

BSNL

(Table 28)

SUGGESSION/ RECOMMENDATION

Suggestions/ Recommendations to company:

Though Tata Docomo is one of the most preferred brand, it needs to improve many things

to get top position in market.

Following are the aspects of business which when improved can bring Tata Docomo at top

of the list.

To get the preference of consumers, the network coverage is another asset for the

company’s image, which needs to be preserved in future. Following are the

recommendation for Network improvement.

o Improve Network in Rural Areas of Karnataka.

o The Network should be as good comparing to the competitors like Airtel and

Vodafone.

o 3G network should be established in all the regions as now customers will prefer

3G than 2G.

About Services and products offered by Tata Docomo, these are the features they need to

improve-

o Schemes and offers should be ass innovative as Aircel and Reliance.

o Though Docomo provides one of the best Internet services, it needs to improve

the 3g network in many areas to give best internet speed.

o Photons should be more advertised so that more demand of it is created.

o Photons should be made available in all the outlets with advertisement.

o Value added services should be good enough to give competition to other players

in market.

o Activation process which is about 1 day should be reduced so that customers get

the activated sims very quickly.

o Service and support at customer care end should be improved.

o They should also give easy E Recharge facilities to customers.

o All the products of Tata Docomo should be present in all the outlets so that they

are easily available to customers.

o The offers which are most liked by customers should be maintained.

Suggestions/ Recommendations to Distributor (SAN enterprise):

o Distributer has to send the DSE’s twice a day (Morning & Evening) for retail

outlet, so that any new activations/MNP request may get and can activate that the

same day.

o Visiting retail outlets twice a day can solve the issues of EVD loads.

o DSE’s has to verify the CAF document outlet before sending the activation request

as soon as he receives from, so that the rejections of CAF may reduce.

o DSE’s should update the retail outlets with new offers and scheme so that retailers

can suggest customers about the service of Tata docomo.

CONCLUSION/ SUMMARY

Conclusion/ Summary

Tata DOCOMO is Tata Teleservices Limited's 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 license to operate GSM telecom services in 19

of India's 22 telecom Circles—and has also been allotted spectrum in 18 telecom Circles. Of

these, it has already rolled out services in all the 18 Circles that it received spectrum in from the

Government of India—Tamil Nadu, Kerala, Orissa, Karnataka, Andhra Pradesh, Maharashtra,

Mumbai, Madhya Pradesh-Chhattisgarh, Haryana-Punjab, Kolkata, Rest of West Bengal,

Jharkhand, Bihar, UP (East), UP (West), Gujarat, Himachal Pradesh and Rajasthan.

Tata DOCOMO has also become the first Indian private operator to launch 3G services in India,

with its recent launch in all the nine telecom Circles where it bagged the 3G license. In

association with its partner NTT DOCOMO, the Company finds itself suitably positioned to

leverage this first-mover advantage. With 3G, Tata DOCOMO stands to redefine the very face of

telecoms in India. Tokyo-based NTT DOCOMO is one of the world's leading mobile

operators—in Japan, the company is the clear market leader, used by nearly 55 per cent of the

country's mobile phone users.

NTT DOCOMO has played a major role in the evolution of mobile telecommunications through

its development of cutting-edge technologies and services. Over the years, technologists at

DOCOMO have defined industry benchmarks like 3G technology, as also products and services

like i-Mode, e-wallet and a plethora of lifestyle-enhancing applications. Last year itself, while

most of the rest of the industry was only beginning to talk of 4G technology and its possible

applications, DOCOMO had already concluded conducting 4G trials in physical geographies, not

just inside laboratories!

Tata DOCOMO has also set up a 'Business and Technology Coordination Council', comprising

of senior personnel from both companies. The council is responsible for the identification of key

areas where the two companies will work together. DOCOMO, the world's leading mobile

operator, will work closely with the Tata Teleservices Limited management and provide know-

how to help the company develop its GSM business.

After analysis and interpretation of the data it can be concluded that

o Tata Docomo is providing a broad range of products ranging from sims to photon. This is

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

increase in number of customers with rapid pace for Tata Docomo.

o Tariff charges introduced by the Tata Docomo are found to be cheaper than other services.

o Tata Docomo has emerged as a giant killer due to their tariff plans and heading towards the

position of dominator.

o Tata Docomo is providing some unique features and services like pay per second, SMS per

character, pay per site plans that are making them being different from their prepaid

competitors.

o Awareness of the Tata Docomo is spreading widely among people due to their promotional

activities.

o Distribution and Sales channel of Tata Docomo is very effective.

o Majority of the retailers are satisfied with the services of the Tata Docomo and they

recommend it to others.

BIBLIOGRAPHY:

Tata Docomo Website www.tatadocomo.com

Research Methodology Info www.newagepublishers.com/samplechapter/000896.pdf

Wikipedia en.wikipedia.org/wiki/tatateleservice

Tata Teleservices website http://www.tatateleservices.com/t-aboutus-ttsl-organization.aspx

Tata Docomo sstatatally software https://sstatally.tatatel.co.in/DOeSSTA/Login.jsp

EVD Software https://evdapps.tatatel.co.in:4443/GsmEvdWeb/newEVD.evd

TATA Prepay Book April 2015

Documents provided by SAN Enterprises

ANNEXTURE

Market Analysis of Tata Docomo

Dear respondent,

I Sharath P J studying in Bhavan’s Priyamvada Birla Institute of Management, want to

Study on “A Study on effectiveness of Channel of Distribution of TATA DOCOMO

gsm service in Mysuru.” The information given by you will only use for research and study

purpose and I give assurance to keep the information as secret.

PERSONAL INFORMATION

Outlet-

Retailer Name-

Area-

Ret Number-

1. Which telecom companies are you dealing with?

Airtel [ ] Vodafone [ ]

Idea [ ] Tata DoCoMo [ ]

Reliance [ ] Aircel [ ]

BSNL [ ]

2. Among them, which brand is demanded by customer the most?

Airtel [ ] Vodafone [ ]

Idea [ ] Tata DoCoMo [ ]

Reliance [ ] Aircel [ ]

BSNL [ ]

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

Services Excellent Good Average Below Average

Tata Docomo

Vodafone

Airtel

BSNL

Aircel

Idea

Reliance

4. What are the features customers look from service provider?

E-Recharge [ ] Prices and Discount [ ]

Brand Name [ ] Network coverage [ ]

Service & Support [ ] Other offers [ ]

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

connection?

FRC [ ] Rate cutter/SMS offer [ ]

Value added services [ ] Offers and discounts [ ]

6. Which Product of Tata Docomo are you selling?

Tata Photon/wifi [ ] Docomo Sims [ ]

Paper card [ ] EVD [ ]

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

0 - < 2 Years [ ] 2 > - < 4 Years [ ]

4 > - < 6 Years [ ] More than 6 years [ ]

8. How many Tata Docomo activations you will get in a month?

0-20 Activation [ ] 20-50 Activation [ ]

50-100 Activation [ ] More than 100 Activations [ ]

9. How many MNP request to Tata Docomo you will receive in a month?

0-10 MNP [ ] 10-20 MNP [ ]

20-30 MNP [ ] More than 30 MNP [ ]

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

Good network coverage [ ] Easy recharge [ ]

Good internet speed [ ] Service as per expectation [ ]

Other [ ]

11. How often do DSE visit your outlet?

Every day [ ] After 1 day [ ]

Twice in a Week [ ] Once in a week [ ]

Once in a month [ ] Never [ ]

12. Rate following contributes of TATA DOCOMO.

Services Excellent Good Average Below average

Network converge

Offers/Scheme

DSE Support

Value Added Services

Incentive & Commission

Activation process

Help Centre

13. What are the services Docomo needs to improve?

Network coverage [ ] Call rates [ ]

Customer service [ ] Internet plans [ ]

SMS plans [ ] Activation period [ ]

Advertisement ways [ ] Incentive and commission [ ]

14. Do you recommend TATA DOCOMO to others?

Yes [ ] No [ ]

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

________________________________________________________________________

________________________________________________________________________

_________________

Thank You!