Tata Indicom Report.doc

8/11/2019 Tata Indicom Report.doc

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A

PROJECT REPORT ONCONSUMER PERCEPTION OF TATA INDICOM MOBILE IN

BHUBANESHWAR MARKET

PROJECT SUBMITTED IN PARTIAL FULFILLMENTOF THE REQUIREMENTS FOR POST GRADUATE DIPLOMA IN BUSINESS

MANAGEMENT OF CENTURION SCHOOL OF RURAL ENTERPRISEMANAGEMENT (CSREM), ORISSA

SUBMITTED BY:

LALIT KUMAR GUPTAREGD NO.: S0724

UNDER THE GUIDANCE OF:

MR. SWAROOP PATNAIK

Sr. Executi e ! CMBUTATA TELESER"ICES LIMITED

BHUBANESWAR

K.".RAMANAFACULTY# MBA

CENTURION SCHOOL OF RURAL ENTERPRISE MANAGEMENTPARLAKHEMUNDI

PARLAKHEMUNDI


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ACKNO LEDGEMENT

Firstly, I would indeed thanks and express my gratitude to the team

HR department of Tata Teleservices. I have immense pleasure to haveguidance of Mr. waroop !atnaik " r. #xecutive $ %M&', T(T(

Teleservices )imited, &hu*aneswar+, inde*ted for help he had extended to

me during the training period and for the necessary materials he provided me

for making the pro ect report.

I am particularly inde*ted to -. .Ramana "Faculty, % R#M+ for providing

me the valua*le guidance, which ena*led me to carry on the study

successfully.

I am also immensely thankful to /r. ).!.!anda "/ean, !0/&M+ who has

recommended me for doing the pro ect in this reputed organi1ation and

extremely inspiring me.

I feel deep regards to other faculty of % R#M who gave me encouragement,

which ena*led me to reach at this stage.

(t last *ut not least I would like to convey my heartiest thanks to all the

respondents for their cooperation.

N!"# : L!$%& K'"! G' &!R#*+. N : S0724


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DECLARATION

I am L!$%& K'"! G' &! declares that this piece of

dissertation report entitled -CONSUMER PERCEPTION OF TATA

INDICOM MOBILE AT BHUBANES AR (ORISSA) MARKET is

my original effort and it has not *een su*mitted to any organi1ation

and university other than %enturion chool of Rural #nterpriseManagement, !arlakhemundi and T(T( T#)# #R I%# )td. for

any purpose whatsoever. This pro ect has *een compiled for partial

fulfillment of the award of !ost 0raduate /iploma in &usiness

Management "!0/&M+ (utonomous %ollege

L!$%& K'"! G' &!

C#/&' % / S 1 $ R' !$ E/ %3#

M!/!*#"#/&, P! $# 1!"'/+%


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CONTENTS

Introduction of Telecom In India

Introduction a*out Tata Teleservices

(*out %/M( Technology

2* ective

cope

Methodology

#xperiences and /ifficulties #ncountered In the Field

)imitations

%ompany profile and achievements

!roducts

/ata analysis and interpretation

Findings and %onclusion

uggestions and recommendation

Bibliography

Questionnaire


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PREFACE

It needs no stress that marketing in today3s competitive world is very

challenging. Those marketers who can withstand pressures from the

competitions successfully will come out as victorious in the marketing

*attlefield.

In my pro ect on marketing entitled 4( !ro ect report on consumer

perception of T(T( Telecom )imited5 the first chapter deals with the

introductory part and literature survey. The next chapter descri*es a*out the

company profile and achievements of the company for last few years. The

third chapter illustrates the product of the company i.e. %/M( technology of

T(T( Teleservices )imited.+ The next chapter illustrates the data analysisand interpretation and finally the last chapter contains conclusion and some

valua*le suggestions. (t the end there is a *i*liography and the

6uestionnaire.

The whole study is care fully planned and sincerely made in order to

survey the market of T(T( Telecom 'sers and the researcher thinks it will *e very helpful for T(T( Teleservices )imited.


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Introduction of Telecom In India

India7s 89.:; million$line telephone network is the largest in (sia,


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In the field of international communications, India7s overseas service carrier

idesh anchar ?igam )td. " ?)+ has made tremendous progress *y using

extensive infrastructure of satellite earth stations, state$of$the$art digitalgateways, 2ptical Fi*er Multi Media su*marine %a*les and Multi Media

/ata witches. Fully automatic international su*scri*er dialing "I /+ service

is provided to almost all the countries in the world. In future, ?) is

positioning itself to provide *andwidth on demand, 0lo*al irtual !rivate

?etworks, I /?, &$I /?, (Ts, Mini$M and hand held !ersonal

%ommunications.

The telecommunications initiative in the country is led *y Ministry of

%ommunications through the /epartment of Telecommunication A

/epartment Telecom ervices and its undertakings for provision of *asic

telephone services, national and international long distance

communications, manufacture of complete range of telecom e6uipment,

research and development, and consultancy services. The Telecom%ommission performs the #xecutive and !olicy making functions. The

Telecom Regulatory (uthority of India performs the functions of an

independent regulatory *ody.


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Introduction about TATA Teleservices

Tata Teleservices is part of the I?R Rs. 99;,@@@ %rore "' E 8;

*illion+ Tata 0roup, that has over ;B companies, over 8B;,:@@ employees

and more than 8.; million shareholders. ith a committed investment of

I?R ,@@@ %rore "' E =.: *illion+ in Telecom "FC 8@@>+, the 0roup has a

formida*le presence across the telecom value chain.

Tata Teleservices spearheads the 0roup3s presence in the telecom

sector. Incorporated in 9;;>, Tata Teleservices was the first to launch %/M(

mo*ile services in India with the (ndhra !radesh circle.

tarting with the ma or ac6uisition of Hughes Tele.com "India+

)imited Gnow renamed Tata Teleservices "Maharashtra+ )imited in

/ecem*er 8@@8 the company swung into an expansion mode. ith the total

Investment of Rs. 9;,;8D %rore, Tata Teleservices has created a !an India

presence spread across 9; circles that includes A/+1 ! P !+#31, C1#//!%,

G'5! !&, K! /!&! !, D#$1%, M!1! !31& !, M'"6!%, T!"%$ N!+', O %33!,

B%1! , R!5!3&1!/, P'/5!6, H! !/!, H%"! 1!$ P !+#31, U&&! P !+#31

(E), U&&! P !+#31 ( ), K# !$!, K $ !&!, M!+1 ! P !+#31 !/+ #3&

B#/*!$.

Having pioneered the %/M( 8@@@ 9x technology platform in India,

Tata Teleservices has esta*lished a ro*ust and relia*le


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Tata Teleservices3 *ou6uet of telephony services includes Mo*ile

services, ireless /esktop !hones, !u*lic &ooth Telephony and ireline

services. 2ther services include value added services like voice portal,

roaming, post$paid Internet services,


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Brief about CDMA Technology

The world is demanding more from wireless communication technologiesthan ever *efore as more people around the world are su*scri*ing to

wireless. (dd in exciting Third$0eneration "


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OBJECTIVES OF THE STUDY.

9. To study the opinion L consumer perception a*out Tata Indicom

mo*ile in &hu*aneswar market.

8. To study the consumer awareness on %/M( Technology of Tata

Indicom.

. %ompetitive product studies.

=. (wareness of different mo*ile services.

B. In addition to the a*ove aspects and survey is made in

&hu*aneswar to collect the feed *ack of respondents a*out Tata

Indicom mo*ile.


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Signicance and Scope of the Study

The principle function of marketing is to search, identify, A pro ect

the needs A wants of the customers to create a place in their minds A

understand their *ehavior A responses to various market stimuli. It is very

important to study the customer3s opinion a*out a product as well as an

existing product for it to *e a commercial success. (lso the customer

preferences a*out features, facilities, convenience etc. have to *e known tothe marketer so that he takes the factor into account can design the product

accordingly. The closest the final product is to the customer3s perception, the

more successful the product is in the market.

The scope of the study is very limited *ecause it deals with the

consumer perception of Tata Indicom mo*ile and its availa*ility. o it may

*e very much helpful for the concerned organi1ation to identify its marketing

pro*lems. The study also specifies information regarding the main

competitors of the concerned product and organi1ation.


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METHODOLOGY:For any research certain methodologies must *e adopted. (s such the

data were collected on the *asis of a 6uestionnaire as well as personal

interviews. ( method of sampling was used to collect data from thecustomers since it was impossi*le to collect the data from the whole

population of &hu*aneswar.

SOURCES OF DATA:The re6uired data for analysis are availed from *oth the primary and

secondary sources. For primary sources I have collected data directly from

the customers and retailers through 6uestionnaire. I have collected data from

internet and from some pu*lished ournals and maga1ines as my secondary

sources.

SURVEY TECHNIQUES:Information from customers as well as retailers were collected through

personal interviews and 6uestionnaires. (ttempts were made to contact the

mo*ile users as well as non$ users.

PERIOD OF SURVEY:The pro ect work initiated from the 89 st (pril and continued for

approximately B weeks.

TOOLS USED:For the research work the tools generally used for the research were

employed. &esides these several other statistical and mathematical tools like

averages, percentages were used for the interpretation of results.

SAMPLE DESIGN:The survey was conducted on the city of &hu*aneswarO stratified

random sampling was done on the *asis of occupation, sex, age, and income.

It is completely known to all, so all are dominating the sample si1e. The

method of sampling adopted was convince or accidental. The respondents


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accessi*le at ease at the right time at right place were selected. The sample

si1e is limited to 9@@ persons.

E$PERIENCES AND DIFFICULTIES ENCOUNTERED IN THE

FIELD:

EXPERIENCES:

The market research that we conducted provided us an excellent

opportunity to implement all that we had learnt in our classroom sessions in

practical out field.

The exercise provided us with first$ hand knowledge of how real life

surveys were conducted *y organisations involved in market research.

It gave us a hand$on experience on understanding the mentality of the

consumers from different demographics. It also gave us an understanding as

to effect of income and personal experiences while indulging in a purchase.

e also found that in many cases, *rand loyalty exists irrespective of

income if the product satisfies the desired needs of the consumer.

In many cases, it was felt that when a consumer was confused as to a

particular response, he or she usually responded with the same answer thatthe surveyor hinted at.

DIFFICULTIES:

The difficulty encountered in the field is that, not much of importance was

attached to this task *y some of the respondents. e were greeted with either

reluctance or non$chalance. In some cases, we are given contradictory answers,


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which seemed to show that they were trying to get over with the interview as soon

as possi*le and with minimum interaction.

LIMITATIONS:

The most important limiting factor in this pro ect work was time

factor. -eeping the constraints of time in view the si1e of the sample was

limited to 9@@ persons and compared to the total population of &hu*aneswar

the sample si1e is o*viously small. In particular it is likely to have missed

some categories of customers, despite the *est efforts.

The study is suscepti*le to all the shortcomings, errors and limitations

that are inherent in the sampling method used. ince the study is also

restricted to &hu*aneswar only, the findings of the study may not *e suita*le

for applications in other areas.

ome of the factors, which influence *road areas of consumer

*ehavior, have not *een taken into consideration. Rather these have *een

assured to the constant.


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Company Prole and Achievement:

The Tata 0roup comprises ;< operating companies in seven *usiness

sectorsK information systems and communicationsO engineeringO materialsO

servicesO energyO consumer productsO and chemicals. The 0roup was

founded *y Jamsetji Tata in the mid 9; th century, a period when India had

ust set out on the road to gaining independence from &ritish rule.

%onse6uently, Pamset i Tata and those who followed him aligned *usiness

opportunities with the o* ective of nation *uilding. This approach remains

enshrined in the 0roup7s ethos to this day.

The Tata 0roup is one of India7s largest and most respected *usiness

conglomerates, with revenues in 8@@D$@: of E9=.B *illion "Rs =;;,99B

million+, the e6uivalent of a*out 8.B per cent of the country7s 0/!.

Tata companies together employ some 89:,@@@ people. Tata

companies offer a wide variety of outstanding products and services thatenhance and enrich the lives and homes of consumers in India and a host of

other countries around the world. The products of company are (gricultural

(ppliances "Tata(grico+, &ooks "TataMc0rawHill+, %ooling (ppliances

" oltas+, #ntertainment "Tata ky+, Financial ervices "Tata (sset

Management,Tata Investment %orporation+, 0arments " estside+ Hotels

"IndianHotels+, Insurance "Tata (I0 )ife, Tata (I0 0eneral+, Pewellery
http://www.tata.com/0_about_us/history/pioneers/jamsetji_tata.htmhttp://www.tata.com/0_about_us/history/pioneers/jamsetji_tata.htm


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"Tanish6+, ehicles"TataMotors+,Tea "TataTea, Tetley+, Telecommunications

"TataIndicom, ?)+, atches "Titan+.

The 0roup7s


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These values, which have *een part of the 0roup7s *eliefs and

convictions from its earliest days, continue to guide and drive the *usiness

decisions of Tata companies. The 0roup and its enterprises have *een

steadfast and distinctive in their adherence to *usiness #thics and their commitment to corporate social responsi*ility. This legacy has earned the

0roup the trust of many millions of stakeholders in a measure few *usiness

houses anywhere in the world can match.


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MARKETING MIX

Marketing mix is the set of marketing tools firm uses to pursue its marketing

o* ectives in the target market. These tools classified in to four *road groups

that are called the four !s of marketingK !roduct, !rice, !lace and !romotion.

The particular marketing varia*les under each ! are shown in the

a*ove figure note that the four !roducts represent the seller3s view of the

marketing tools availa*le for influencing *uyers. Form a *uyer3s point of

view, each marketing tools is designed to deliver a customer *enefit. Ro*ert

)auter*oern suggests that the sellers four !s correspond to the customers

four %s. These are the following.

FOUR Ps FOUR Cs

!roduct %ustomer solution

!rice %ost to the customer

!lace %onvenience

!romotion %ommunication

MARKETING MI>

P +' &P % #

P " &% / P$! #!roduct variety

uality/esignFeatures&rand name!ackaging

i1eservicesarrantees

Returns

)ist !rice/iscounts(llowances!ayments !eriod%redit Terms

ales !romotion(dvertising!ersonal elling!u*lic Relation!u*licity

%hannels%overage(ssortments)ocationsTransport


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PROMOTION

!romotion is the element in an organi1ation3s marketing mix that serves to

inform, persuade and remind the market of the organi1ation and its products.

&asically, promotion is an attempt to influence. hether a particulate

promotional activity is designed to inform, persuade or, remind, the ultimate

o* ective is to influence the recipient3s feelings, *elief, or *ehavior. The

promotional mix is the com*ination of personal selling, advertisement, sales

promotion, pu*licity and pu*lic relation that help the organi1ation achieve its

marketing o* ectives.

P# 3 /!$ 3#$$%/* is the presentation of a product to prospective

customer *y a representative of the selling organi1ation. (cross all *usiness

more money is spent on personal selling than any other form of promotion.

A+=# &%3%/*is a paid from type of impersonal mass communication in

which the sponsor is clearly identified. The most common forms are

*roadcasts "Television+ and print "?ews paper and Maga1ines+.


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S!$#3 P " &% / is designed to supplement advertising and coordinate

personal selling. Include in sales promotions are such activities as

contests for sales people and consumers, trade shows, in store displays,

samples, premium and coupons.

P'6$% %&is similarly to advertising in that it is a mass communication

type of demand stimulation. !u*licity usually consists of a favora*le

news presentation$a 4plug5$for a product or organi1ation presented in

any medium. The uni6ue features of pu*licity are that is not paid for and

it has credi*ility of editorial material. 2rgani1ations fre6uently provide

the material for pu*licity in the form of news releases, press conferences

and photographs.

P'6$% #$!&% /is more targeted than pu*licity. It is a planned effort *y

an organi1ation to influence the attitudes and opinions of specific group.The target may *e customers, stockholders, a government agency, or a

special interest group. !u*lic relation efforts are seen in news letters,

annual reports, and sponsorship of charity events.

P# 3 /!$ S#$$%/*A+=# &%3%/* S!$#3

P " &% / P'6$% %&

P'6$% R#$!&% / P " &% /!$

M%?

!roduct

!rice /istri*ution!romotion

M! #&%/* M%?

TargetMarket


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ROLE OF PROMOTION IN THE MARKETING MI>:

The measure role of promotion is to reach the target market, coordinate theelements in the promotional mix, and coordinate promotion with the

other components in the marketing mix.

T1# C /3'"# B' %/* D# %3% / P #33

To deal with the marketing environment and make purchase, consumers

engage in a decision process. 2ne way to look at that process is to view

it as pro*lem solving. hen faced with a pro*lem that can *e resolved

through a purchase, the consumer goes through a series of logical stages

to arrive at a decision.

T1# 3&!*#3 &1# 6' %/* +# %3% / #33 ! #

9. N##+ # */%&% /: The consumer is moved to action *y a need.

8. C1 % # !/ %/= $=#"#/& $#=#$: The consumer decides how much

time and effort to invest in an attempt to satisfy the need.


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S OT ANAL@SIS:9

S& #/*&1

More facilities

#xtended product line.

)asting stagnancy

#! /#33

!oor after sales service.

Internal operating pro*lems.

?etworking pro*lem

O &'/%&

Improving vertical integration

Maximum transfer of

technology from research to

operation.

ponsoring cultural or sports

activites.

T1 #!&

Threat from competition of

price, avalia*ility, service.

Tough competition from

Reliance ,& ?), (irtel.


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P +' &3

F $$ %/* ! # &1# 3 "# 6 !/+3 1!/+3#& T!&! T#$#3# =% #3

Huawei %8B@9 Huawei %8B@8

Haier %8@@@

amsung %hamp FM

amsung %hamp ?on$ FM

Haier %8@9@

Haier %8@8@

Haier %


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M +#$3 H!/+3#&


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Data an alysis and Interpretation:

(fter I conducted the study, I analy1ed the data and the following are

the results regarding the consumer perception of Mo*ile in &hu*aneswar

market. Here I m presenting the results one *y one after analy1ing the data.

(s my pro ect is concerned a*out the consumer perception, during my

pro ect work, i found the different network user in market. %onsumers are

not similar perception a*out the service provider of different telecom

company each and every one has his own opinion regarding it. The

perception of a student may not *e similar as a trader or a service holder

*ecause what a student expects from a company may not *e same with the

expectations of a trader or service man.

o, my pro ect reveals some data regarding the *est network provider

which help me to make our strategic approach for ac6uisition.

The data collected through the structural 6uestionnaire are analy1ed

and various inferences a*out consumer perception of mo*ile users are stated

*elowK

/uring my pro ect work I visited 9@@ consumers out of which 8@

consumer perception is excellent and D= is good a*out Tata Indicommo*ile at &hu*aneswar Market. These is very good sign for the company.

here as :D of the visited consumers perception is that (irtel is *est

network provider after that &snl with 8D and Tata Indicom with 9B . o

company has to work to improve his network and provide its services to all

areas to *ecome the *est network provider. The data collected for the *est

network provider as *een shown *y the following diagramK $


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There are many *rand of mo*ile phones are availa*le of

Tata Indicom such as Haier %8@@@, amsung %hamp Fm, amsung &liss,Motorola 89@ etc the opinion of *rand availa*ility of Tata Indicom is shown in the

following diagramK

From the a*ove diagram its clear that consumer perception

regarding *rand availa*ility of Tata Indicom is good. 88 consumer3s

perception regading *rand availa*ility is very high where as


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2ne of the important 6uestions which is asked to the consumer to know

their perception is that which *rand have an inclusive growth in future. The

answer and its interpretation is as followsK$

From the a*ove diagram we can conclude that according to theconsumer perception regarding inclusive growth in future of different

Teleservice provider Tata Telecom is first and a very high percentage of

consumer perceive its high growth. >> of consumer perception is that Tata

Indicom is in growing stage and it will grow and it will *e a successful

network provider in coming future.


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FINDINGS AND CONCLUSION:

In the conclusion it can *e said that marketing is challenging

interesting and rewarding. It can also *e frustrating. My pro ect on marketing

entitled 4( !ro ect on study of consumer perception on T(T( Indicom

Mo*ile of T(T( Teleservices )td.5 has *een ustaposed with several

marketing concepts. T(T( Teleservices has successfully passed through

several marketing acid tests. T(T( Teleservices is gradually getting an

identity of a successful company in providing Telecom services. &ut as has

*een rightly said 4miles to go *efore I sleep5. o T(T( Indicom should not

*e complacent at this uncture.


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SUGGESTIONS & RECOMMENDATIONS

The !)% concept i.e. product life cycle concept states that every product passes through four phases i.e. introduction, growth, maturity and decline.

These are inevita*le. The same applies to T(T( Teleservices )imited Mo*ile

which is in the growth stage now. Hence it is vital for the company to take

advantages from the growth stage as much as possi*le. (t the same time it

must strive hard to lengthen its growth and maturity stage. T(T( Telecom

should diversify its services further and make them availa*le to more and

more areas, for every marketing the *iggest threat comes from its

competitors. (ny marketing can afford to neglect its competitor only at his

own peril. Hence T(T( Telecom should frame and implement its marketing

strategies after giving due consideration to its rivals. Then only it can *e

called as an ideal company performing its marketing tasks *y applying sound

marketing principles.


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BIBLIOGRAPH@

-otler, ! Marketing Management

tantan, illian.P, $ Fundamental of marketing

axena,Ra an Marketing Management

?amkumari, and Ramswamy . . Marketing Management

-othari %.R. Research Methodology.

www.tataindicom.com


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QUESTIONNAIRE

?ame of the respondentK UUUUUUUUUUUUUUUUUU..UUUUUUU(ddress UUUUUUUUUUU.UUUU. Tel.?oUUUUUU.UUUU..UUI/ "# !* :

&elow Rs :,@@@pm UU. Rs :,@@@ Rs 9@,@@@pmU.. Rs 9@,@@@ Rs 8@,@@@pmUU(*ove Rs 8@,@@@pm UUUO ' !&% /:

tudent UUU. elf$employed professional UUU ervice UUU. IndustrialistUUU.Trader UUU 2therUUU..9. hat is your opinion a*out Tata Indicom mo*ile at &hu*aneswar Market V a. #xcellent *. 0ood c. (verage d. Moderate8. hat is your opinion a*out *rand availa*ility of Tata Indicom mo*iles at

&hu*aneswar market Va. ery less *. )ess c. Moderate d. High e. ery high.

. !lease rank according to the *est network providerVa. Reliance

*. (irtelc. & ?)d. Tata Indicome. RIMf. (ircel

=. From your experience, which of the following *rands is giving the muchconnectivityV

a. Reliance *. (irtelc. & ?)d. Tata Indicome. RIMf. (ircel

B. From your experience, which of the following *rands is giving the much clarityVa. Reliance



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;. From your experience, which of the following *rands is giving the much coverageVa. Reliance


9@. How do you think that lead to *est possi*le customer satisfactionVa. &etter pricing strategy

*. (vaila*ility of servicec. &etter network facilityd. UUUUUUUUUU.. "any other reason+e. UUUUUUUUUU.. " do +

99. hich *rand do you see that may have an inclusive growth in the coming futureVa. Reliance

*. (irtel

c. & ?)d. Tata Indicome. RIMf. (ircel

98. hich telecom service provider are you usingVUUUUU..UUUUUUUUUUUUUUUUUUUUUUUUUUU

If answer is Tata Indicom go to next 6uestion or else directly to 6uestion num*er9. hy don3t you use Tata IndicomV

.UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU Thank you for your patience and precious time

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