training report (1)

Winter Training Report At TTSL Chandigarh

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EIGHT WEEKS INDUSTRIAL

AT

TATA TELESERVICES LIMITED

CHANDIGARH

Submitted in the partial fulfilment of the

requirement

For the 3rd semester curriculum of degree of

Master of business administration

Of

Himachal Pradesh University Business School

Shimla

SUBMITTED TO SUBMIT BY:

Mr Anuranjan Minj Kiranjot Sharma

HR Manager MBA (Mar/Fin)

TTSL


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TRAINING SCHEDULE

Company: TATA TELESERVICES LTD.

Started From: - 6rd

Jan 2011

Ending on: - 28th Feb 2011

Total Days: - 56 days or 2 months

Time - 9.30 am to 6.30 pm

Month -1 - Marketing Survey consisting of making new counters and

receiving feedback from existing counters.

Month -2 - Making direct or indirect sale of Tata photon+ through

existing and new counters and gaining the knowledge of MARCOMM (Market

Communication).


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CONTENTS:

Indian Telecom Sector

Brief History

Indian Telecom Circles

Operators in Telecom Sector

SWOT analysis of Telecom Sector

TRAI

Tata Teleservices Ltd.

Tata Group

Major Fields of Tata Group

About TTSL

Vision & Mission of TTSL

Organizational Structure Of TTSL

Hierarchy In TTSL

Training Report

Five Weeks of Sales

Market expansion, Promotion & Sales of Tata Photon Whiz

Objective Of the Project

My Responsibilities

How Company Works?

Understanding the Product

SWOT Analysis Of Photon Whiz

How Whiz reaches to the customers?

Competitor Analysis

Market Study & Analysis

Business Development & sale of the Photon Whiz

Sales Of Photon Whiz

Last Three Weeks of MarComm

Marketing & Promotion of Photon Whiz in Chandigarh Region

Objective

My Responsibilities

References


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Brief History Of Indian Telecom Sector:-

Telecommunication started in 1851 when the first operational landlines were

laid by the government near Kolkata. Telecom services were introduced in India

in 1881. In 1883 telephone services were merged with the postal system. Indian

Radio Telegraph Company was formed in 1923. After independence in 1947, all

the foreign telecommunication companies were nationalized to form the posts,

telephone and telegraph, a monopoly run by the government’s ministry of

communications. Telecom sector was considered as a strategic service and the

government considered it best to bring under state’s control.

The first wind of reforms in telecommunications sector begin to flow in 1980’s

when the private sector was allowed in telecommunication equipment

manufacturing. In 1985, department of telecommunications (DOT) was

established. It was an exclusive provider of domestic and long distance service

that would be its own regulator. In 1986 two wholly government owned

companies were created; the Videsh Sanchar Nigam Ltd. (VSNL) for

international telecommunication and Mahanagar Telephone Nigam Ltd.

(MTNL) for services in Metropolitan areas.

In 1990 as government liberalize Indian economy telecom sector in tern also

benefited from the same. In 1994, National telecom Policy (NTP) was the first

attempt to give a comprehensive roadmap to the Indian telecom sector. .

In 1994 Indian government started issuing licences to the private players in the

telecom sector. Earlier fixed line subscribers were use to be the major part of

the telecom market but as liberalization took place mobile phone users number

increases by a large amount as a result acquiring about more than 90% part of

the total telecom market share in India.


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Division Of Telecom Sector in India

Indian Telecom Circles:-

At the time when licences were given to the different players, the country was

divided into 23 circles. Separate licenses were given out for each of the circles

in 1994.


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Map above showing 23 Telecom Circles of India

These circles were further classified into four types:-

Metros (Region with maximum revenue expectations).

A

B

C(Region with minimum revenue expectations)

The following table (Table 1) lists the current telecom circles and the mobile

subscriber base in each of them:


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All Figures in Million Population

Subscriber Base as

on 31st December,

2010 Penetration

Metros

Bombay 17.95 33.28 185.4%

Delhi 18.20 35.42 194.6%

Chennai 6.99 12.46 178.3%

Kolkata 14.43 21.13 146.5%

A Circles

Gujarat 56.04 43.03 76.8%

Andhra Pradesh 83.65 56.82 67.9%

Karnataka 58.01 45.60 78.6%

Tamil Nadu 62.58 53.93 86.2%

Maharashtra & Goa 89.87 56.41 62.8%

B Circles

Punjab 27.73 26.82 96.7%

Rajasthan 62.03 40.64 65.5%

MP & Chattisgarh 89.11 40.73 45.7%

Kerala + Lakshadweep 35.02 29.58 84.5%

Haryana 21.81 18.89 86.6%

Uttar Pradesh – West (UPW) 69.17 40.91 59.1%

Uttar Pradesh – East (UPE) 120.98 57.52 47.5%

WB& AN, Sikkim 74.56 35.12 47.1%

C Circles


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Bihar & Jharkhand 120.68 49.04 40.6%

Orissa 40.40 20.50 50.7%

Assam 29.26 10.59 36.2%

North East 12.80 6.28 49.1%

Jammu & Kashmir 11.13 5.15 46.3%

Himachal Pradesh 6.67 6.72 100.7%

Total for India 1,129.09 746.58 66.1%

Operators In Indian Telecom sector:-

Indian market is not only the most attractive but also the most competitive with

over seven operators in each circle and another five new operators likely to start

operations in the near future. Nowhere in the world does any country have so

many carriers.

Indian Cellular services are divided into two types of service providers’ i.e.

Global System for Mobile Communications (GSM):- It forms the major

part of cellular service providers constituting around 70% market share of

telecom industry in india, Major players in GSM segment are Airtel,

Vodafone, Idea etc.

Core Division Multiple Access (CDMA) :- This segment is dominated by

the RComm and Tata Indicom.


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SWOT analysis of Indian Telecom Sector:-

Strengths

1. Enormous customer base in the wireless segment: The Telecom

subscription data as on 31st August 2009 is as follows:

The number of telephone subscribers in India increased to

494.07 Million at the end of August 2009 from 479.07 Million

in July 2009

15.08 Million new additions in the wireless segment

Growth rate of 3.13%

2. Decline in Tariffs: There has been a substantial decline in tariffs over the

years.

Local call tariff for mobile @ Rs 15.00 is now less than Re 1.00

One minute STD call between Delhi and Mumbai at the rate of

Rs.37.00 now cost Re 1.00 i.e. at the rate of local call


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ISD call to American continent @ Rs. 75.00 now costs less than Rs

7.00

3. The adoption of new technology has been a major factor that has helped

service providers reduces the tariffs considerably.

4. Rural Public Telephony: Rural India had 76.65 million fixed and

Wireless in Local Loop (WLL) connections and 551,064 Village Public

Telephones (VPT) as on September 2008. Therefore, 92 per cent of the

villages in India have been covered by the VPTs. Universal Service

Obligation (USO) subsidy support scheme is also being used for sharing

wireless infrastructure in rural areas with around 18,000 towers by 2010.

It is believed that of the next 250 million people expected to go mobile; at

least 100 million will come from rural areas.

5. India is the fastest growing free market democracy in the world. India’s

emergence as a leading destination for foreign investment is a result of:

Stable Economic Outlook

Large Market Potential

Large talent pool

Low Labour Cost

Weaknesses

1. Weak Infrastructure - Huge initial fixed cost for service providers

2. Limited spectrum availability: With private initiatives increasing in

telecom and broadcast service provision, demand for spectrum has

increased. Digital technology has increased the scope of applications and

created new areas of service provision. Cellular telephony and wireless

Internet are examples of such services. Despite technological changes that

reduce the demand for spectrum, availability of spectrum continues to be

a constraint.

3. Indian companies do not have the expertise in running multi-country

operations

Opportunities

1. Emerging Technologies: 3G,WiMax

2. Rural telephony: It is believed that of the next 250 million people

expected to go mobile; at least 100 million will come from rural areas.

The rural mobile penetration is highest in Punjab (20.69 per cent),


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followed by Himachal Pradesh (17.09 per cent), Kerala (10.63 per cent)

and Haryana (10.20 per cent).

3. World’s largest untapped mobile market: Although the telecom sector in

India is growing strong as compared to other sectors, on a worldwide

perspective India seems to be the largest untapped mobile market as can

be seen below.

4. Enormous potential in VAS: There is enormous growth potential in the

value added services (VAS) as can be seen below in the case of

penetration of GPRS (General Packet Radio Service). The penetration of

GPRS enabled handsets are close to 26% in India as against 99% in South

Korea and 76% in Japan. Consumers today engage more in text based

services than the web based applications. Therefore for MVAS to grow to

its full potential the handset manufacturers will have to look at ways to

manufacture GPRS enabled phones which are affordable and user

friendly. They also need to increase its awareness and educate the

consumers on how to use GPRS.

5. New players and services bring in huge investments

6. Tier-2, tier-3 cities can accommodate more players

Threats

1. Conflict between DoT and TRAI: The absence of clear separations in

DoT’s responsibilities for policy, regulation and operations led to several

delays and lowered the credibility of the government. TRAI had earlier

told DoT that 3G auction should be restricted to existing operators on the

grounds that new players would find it difficult to roll out services

quickly. TRAI had argued that the existing players were best placed to

roll out 3G services at affordable rates given that they already had a full

fledged operations running.

2. Wire line subscriber base declined (37.41 m in July2009 - 37.33 m

August2009)

3. Integration during Mergers is challenging

4. Unhealthy Competition: MTNL had refused to allow its spectrum to be

used by other service providers for about 2-3 years and finally came to a

compromise in 2001.


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Telecom Regulatory Authority of India:-

TRAI was established in 1997 by the government of India with an objective of

independent regulation of Indian Telecom Sector

The Telecom Regulatory Authority of India Act, 1997, as amended vide the

Telecom Regulatory Authority of India (Amendment) Act, 2000, specifies that

the Authority shall consist of a Chairperson and not more than two whole-time

Members and not more than two part-time Members. The Chairperson and

Members of the Authority are as follows:

Dr. J. S. Sharma Chairperson

Mr R. Ashok Member

Vacant Member


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Prof. H.S. Jamadagni Part-time Member

Vacant Part –time Member

Mission: - 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.


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Tata Tele Services Ltd.:-

Tata Group:-

The Tata Group is a multinational conglomerate company headquartered in

Mumbai, India. In terms of market capitalization and revenues, Tata Group is

the largest private corporate group in India and has been recognized as one of

the most respected companies in the world. It has interests in steel, automobiles,

information technology, communication, power, tea and hospitality.

The Tata Group has operations in more than 85 countries across six continents

and its companies export products and services to 80 nations. The Tata Group

comprises 114 companies and subsidiaries in seven business sector, 27 of which

are publicly listed. 65.8% of the ownership of Tata Group is held in charitable

trust Companies which form a major part of the group include.

http://en.wikipedia.org/wiki/Multinational_corporation

http://en.wikipedia.org/wiki/Conglomerate_(company)

http://en.wikipedia.org/wiki/Mumbai

http://en.wikipedia.org/wiki/India

http://en.wikipedia.org/wiki/Steel

http://en.wikipedia.org/wiki/Automobiles

http://en.wikipedia.org/wiki/Information_technology

http://en.wikipedia.org/wiki/Communication

http://en.wikipedia.org/wiki/Electric_power

http://en.wikipedia.org/wiki/Tea

http://en.wikipedia.org/wiki/Hospitality


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MAJOR FIELDS OF TATA: -


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About Tata Tele Services Ltd:-

Tata Teleservices Limited spearheads the Tata Group's presence in the telecom

sector. The Tata Group includes over 90 companies, over 395,000 employees

worldwide and more than 3.5 million shareholders.

Incorporated in 1996, Tata Teleservices is the pioneer of the CDMA 1x

technology platform in India. It has embarked on a growth path since the

acquisition of Hughes Tele.com (India) Ltd [renamed Tata Teleservices

(Maharashtra) Limited] by the Tata Group in 2002. It launched mobile

operations in January 2005 under the brand name Tata Indicom and today

enjoys a pan-India presence through existing operations in all of India's 22

telecom Circles. The company is also the market leader in the fixed wireless

telephony market. The company's network has been rated as the 'Least

Congested' in India for six consecutive quarters by the Telecom Regulatory

Authority of India through independent surveys.

Tata Teleservices Limited has also become the first Indian private telecom

operator to launch 3G services in India under the brand name Tata

DOCOMO, 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 favorably 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.

Tata Teleservices Limited also has a significant presence in the GSM space,

through its joint venture with NTT DOCOMO of Japan, and offers

differentiated products and services under the Tata DOCOMO brand name.

Tata DOCOMO arises out of the Tata Group's strategic alliance with Japanese

telecom major NTT DOCOMO in November 2008. Tata DOCOMO has

received a pan-India license to operate GSM telecom services—and has also

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

services in all of these 18 telecom Circles in the quick span of just over a year.

Tata DOCOMO marks a significant milestone in the Indian telecom landscape,

and has already redefined the very face of telecoms in India, being the first to

pioneer the per-second tariff option—part of its 'Pay for What You Use' pricing

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

operators—in the Japanese market, the company is the clear market leader, used

by over 50 per cent of the country's mobile phone users.


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The Tata Teleservices Limited bouquet comprises four other brands as well—

Virgin Mobile, Walky (which is the brand for fixed wireless phones), the

Photon family (the company's brand that provides a variety of options for

wireless mobile broadband access, and T24. TTSL recently entered into a

strategic partnership agreement with Indian retail giant Future Group to offer

mobile telephony services under a new brand name—T24—on the GSM

platform. The exciting new brand was unveiled in February and the company

announced the commercial launch of GSM operations under the brand name

T24 in June, starting with the city of Hyderabad. It has now launched T24 GSM

services in Kolkata, Bhubaneswar, Lucknow and Ahmadabad.

Today, Tata Teleservices Ltd, along with Tata Teleservices (Maharashtra) Ltd,

serves over 85 million customers in more than 450,000 towns and villages

across the country, with a bouquet of telephony services encompassing Mobile

Services, Wireless Desktop Phones, Public Booth Telephony and Wire line

Services.

In December 2008, Tata Teleservices announced a unique reverse equity swap

strategic agreement between its telecom tower subsidiary, Wireless TT Info-

Services Limited, and Quippo Telecom Infrastructure Limited—with the

combined entity kicking off operations with 18,000 towers, thereby becoming

the largest independent entity in this space—and with the highest tenancy ratios

in the industry. Today, the combined entity—which has been re-christened as

VIOM Networks—has a portfolio of nearly 45,000 towers. TTSL's bouquet of

telephony services includes mobile services, wireless desktop phones, public

booth telephony, wire-line services and enterprise solutions.

Vision and Mission of TTSL:-

Vision:-

Trusted service to 100million happy customers by end of 2011.

Mission:-

To empower every Indian to connect with the world affordably.

Values:-

Fairness through meritocracy

Trust based on Accountability

Tenacity for results

Pioneering spirits


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Excellence in execution

Leadership with Humility

Purpose:-

To improve the quality of life of the communities we serve.

Organizational Structure of TTSL:-


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Hierarchy of TTSL:-


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Training Report:-

I undergo training in two phases, in first phase I was working with the sales

department of the TTSL and in second phase I worked in the MarComm

(Marketing Communication) department of TTSL.

First Five weeks Of Sales:- In First Five weeks of my training I was working

in the CMBU wing of the TTSL sales and during this period I worked in the

following Project.

Market Expansion, Promotion and Sale of Tata Photon Whiz

Objectives of the Project:-

To study the Distribution Channel of Tata Photon Whiz.

To study the relationship between TTSL and Distributors.

To study the relationship between TTSL and Customers.

To build the new Counters for the sale of Tata Photon Whiz.

To analyse how retailers and the service providers (In this case TTSL)

work together.


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To study how on road promotion of the product is done (In this case Tata

Photon Whiz).

To sell the products through Retailers (Indirect selling) or directly to the

customers (Direct Selling).

To study how sales department of an organization function.

My Responsibilities:-

To work with the FOS (Feet on Sale) executive and see and analyse the

different counters for Tata Photon Whiz Across Chandigarh.

To encourage owners of the counters which I was assigned to sell more

and more Photon Whiz.

To build new counters for sale of Tata Photon Whiz.

To try and build potential customer for the product.

How Company Works:-


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Relationship between Company and Distributor:-

Company tied up with distributor.

Distributor purchases product from the company.

ASM (Assistant Sales Manager) provide his Guidance to distributor that

how he can sell the product in the market.

Distributor then collaborated with retailers and sells the product to the

target customer.

Relationship between Distributor and FOS (Feet on Sales):-

Distributor keeps 3-4 FOS, who sells their product in the market.

Salary of FOS comes from the distributor side

.

Relationship between Retailer and Customer:-

Retailer is directly connected with customer.

Retailer takes their margin from customers end

Understanding the product (photon whiz)

First I was acquainted about the product its price and its various features

Details of the product

Tata photon whiz device works on CDMA technology with a 2G speed of

153kbps. It is wireless modem device through which you can experience

internet from home, office or wherever you are.

Key features

SMS enabled


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You can send or receive SMS through this device .Also, store up to 250 contacts

in the phone book

Compatible with pc and laptop

You can now get internet on your pc or laptop, anytime. Just plug it into the

USB port of your laptop or desktop.

Cost Details:-

Device Cost 999

SUK 100

Total Cost 1099

First Recharge (FRC) 100 (Unlimited One month) or

750(Unlimited 3 months)

Tata photon whiz –recharge details:-

RCV type Eco-charge Mega-charge Giga-charge unlimited

MRP (RS) 224 349 449 666

VALADITY

(DAYS)

30 30 30 UNLIMITED

USAGE

(PEAK

HOURS)

750 1250 1850 UNLIMITED

USAGE

USAGE(OFF

PEAK

HOURS)

1500 2500 3700 UNLIMITED

USAGE

GRACE

90 90 90 90


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PERIOD

*Peak hours are from 8 am to 10 pm while off peak hrs is from 10 pm to 8 am

Price structure photon whiz

SWOT analysis of photon whiz:-

Strengths:

Portable

Cheap and low tariff plan

All India connectivity

All India roaming free

Weakness:

low speed

Lengthy Activation Procedure

Opportunities:

large untapped market

large customer base

Threats:

Technologies(3G ,wimax)

New entrants into the market

How Tata Photon Whiz reaches to The Customer: - During my Project I

learnt how Photon Whiz reaches to the customers. Firstly it is manufactured in

China and is imported from China by Drive India Enterprise Solutions Limited

(DIESL), a joint venture of Tata Industries and Tata International. Imported

Whiz is then stored in warehouses across the country and is supplied to the

Distributors. Distributor then through his sales executives also called as FOS


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place the product to Different retail counters and thus Photon Whiz reaches to

the customers. Flow Chart of the entire Distribution process is as follows:-

Competitors Analysis of Photon Whiz:-

Key Competitors of Photon Whiz are Reliance, BSNL IDEA, CONNECT and

3x device of Tata. More Details about the same is given below.


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The main competitors of Tata photon whiz

Types of Competitors of Photon Whiz:-

Direct competitors

Indirect competitors

Direct Competitors:- These are those competitors which are competing

directly with Tata Photon whiz that is they are targeting the same customer

segment with the similar features, in terms of speed and price. For example –

RELIANCE 1X DEVICE

VODAFONE DEVICE

INDIRECT COMPETITORS: these are those competitors who serve the same

customers but have product with varied price and speed features for example-

Photon +

Reliance 3x

Market study and analysis

I was Assigned a market and to promote and sell the product by my Guide. I

was given the Mobile Market of Sector 22 and some counters in sector 17 and

37. I accompanied a sales executive also called an FOS (foot on sales) for 2-3

days who regularly has to visit his counters in relation to various work related to

recharge and placing products of the company at the stores of the retailer, just to

analyse the market. With his help I came to know about the various retailers of

the company.

Sec -22 being the mobile market usually enjoys very good daily sales of

different mobile products.

Identification of the counters:-

Basically there are following types of counters


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MBO (multiple brand outlets) are those which sell mobile and related

products

Allied are those counters selling computers and related accessories

Other counters include the rest like daily stores ,chemist etc dealing in

mobile recharges

My primary objective was to target the A+ counters which had a good track

record in terms of sales and which were frequently visited by the customers.

Some of the A+ counters were as follows :-

Anubhav Sewing Machine Sec 22

Om Computers Sector 22

Sabarwal Medicos

Music Arcade Sector 22

Cis Computers Sector 22

Girdhar Sons Sector 22

Business Development and Sale of the Photon Whiz: - After identifying the

counters, my task was to encourage the salesman of those counters to sell

Photon Whiz and if possible try and find some direct customers.

During this period I also build some new counters for the sale of the product

and those counters manage to sell Photon Whiz very easily. My strategy for

building those counters was to target the counters which sell Laptops or cyber

cafes and as a result of this strategy I manage to build two new counters both in

Sector 22 by the name Cis Computers and a Cyber café by the name

Girdharsons. And both these counters sold 7 Whiz in the span of 5 days

only.

Various problems faced while selling the product

Less co-operations from the some of the retailer.

less awareness about the product

Availability of better substitutes

less margin on the product compared to the competitor


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SALES OF PHOTON WHIZ AT VARIOUS COUNTERS

Anubhav Sewing Machine – 6pcs

Music Arcade – 3pcs

Om computers – 2pcs

Sabbarwal Medicos – 2pcs

Cis Computers – 3 pc

Girdhar son – 4 pcs

Direct Sales – 3pcs

Total of 23 pcs sold in one month

Last Three Weeks of MarComm:- During last 3 weeks of my training I

shifted to the Marketing Communication wing of the TTSL and there I worked

in the following project:-

Marketing and Promotion of Tata Photon Whiz In Chandigarh Region

Since there is no advertising for the promotion of photon whiz it has to be

promoted through various others promotional tools such glow boards, standees,

posters, billboards etc. So depending upon the sales given by the shops or future

potential these promotional tools were put at various counters

Objective of the Project:-

To study how Marketing of products is done in Tata Teleservices.

To Promote the Tata Photon Whiz across the Chandigarh Market.

To Study the relationship between the sales and Marketing wing of the

organization.

My Responsibilities:-

To Place the Tata Photon whiz standee across the Chandigarh counters


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To Manage the Merchandiser of the Tata Photon Whiz to ensure proper

Marketing of the product.

How I did Promotion of the Tata Photon whiz: - I was given the

responsibility to promote the Tata Photon Whiz across the Chandigarh region.

For this I had to manage the merchandiser for the Placement of Tata Photon

Whiz Standees across the counters in Chandigarh and Mohali region.

Merchandiser Placing the Photon Whiz Standee

At Nony Communication

In a span of 3 days I along with my merchandiser placed 45 Photon Whiz

standees across Chandigarh, Mohali and Panchkula region


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References & Bibliography

www.ttsl.org.in

www.tataphoton.com

www.telecomworld.com

www.tatateleservices.com

www.google.com

http://www.ttsl.org.in/

http://www.tataphoton.com/

http://www.telecomworld.com/

http://www.tatateleservices.com/

http://www.google.com/

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