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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.
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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
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