PROJECT REPORT

ON

MARKET ANALYSIS

OF TATA DOCOMO

AT DISTRIBUTOR END

Presentation By-

Avneet Kaur

MBA 3rd sem IM-A

Roll no.- 1274736

COMPANY PROFILE

• India’s mobile market is fastest growing market in world.

• TATA DOCOMO marks a significant milestone in Indian

telecom landspace.

• Tata Docomo is the third largest telecom network in the

world.

• TATA telecom Incorporated in 1996.

• TATA DOCOMO is Tata Teleservices Limited's (TTSL)

telecom service provider with the joint venture of the Tata

Group's and NTT DOCOMO which came into existence on

November 2008.

• First mobile service provider to have second pulse tariff

and 3G in India.

• It is the global leader in value added services.

• 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.

• On 20 October 2011, Tata teleservices brought its services under the name Tata Docomo.

• A Star Enterprises is the authorised distributor of Tata Docomo in Jalandhar.

• A Star enterprises, Leading distributor out of 7 distributors in Jalandhar area has 595 outlets to manage and distribute the services and products of Tata Docomo.

• Out of 595, 335 outlets are Transacting and 260 non transacting.

RESEARCH

METHODOLOGY

The objectives of this study/project are 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.

Companies most popular amongst

dealers(Question 1- Which telecom companies are you dealing with?)

4844

4044

48 5045

0

10

20

30

40

50

60

Brand demanded by customers the

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

the most?)

25

64

1

15

20

8

0

5

10

15

20

25

30

Rating of Brands(Question 3. How would you rate the experience with following

brand?)

Excellent18%

Good64%

Average18%

Below Average

0%

Tata Docomo

Excellent34%

Good50%

Average12%

Below Average

4%

Vodafone

Excellent63%

Good21%

Average14%

Below Average

2%

Airtel

Excellent9%

Good40%

Average49%

Below Average

2%

BSNL

Excellent14%

Good28%

Average30%

Below Average

28%

Videocon

Features that attract customers the

most(Question 4- What are the features customers look from service

provider?)

3

12

23 24

15

6

0

5

10

15

20

25

30

E-Recharge Prices andDiscount

BrandName

Networkcoverage

Service &Support

Other offers

Most attractive Marketing/ Sales

scheme(Question 5. Which of these marketing/ Sales scheme attracts

customers while purchasing any connection?)

27

10

19

10

0

5

10

15

20

25

30

Recharge Offers Value AddedServices

Discount Schemes Other Services

Most sold Product/Service by Docomo(Question 6. Which Product/ Services of Tata Docomo are you selling?)

26

18 19

41 41

15

39

0

5

10

15

20

25

30

35

40

45

TataPhoton

VirginSims

3G Sims EVD DocomoSims

IndicomSims

Paper card

Relationship of dealer with Tata Docomo(Question 7. How long you have been dealing with Tata Docomo?)

0-2 years35%

2-5 years65%

Rating of Tata Docomo performance(Question 8. How would you rate TATA DOCOMO performance as

your expectation?)

9

16

22

3

0

5

10

15

20

25

Good NetworkCoverage

Good InternetSpeed

Easy Recharge Service as perexpectation

DSE’s visit frequency at outlets(Question 9. How often do DSE visit your outlet?)

23

7

2

13

5

00

5

10

15

20

25

Everyday Twice in aWeek

Once in aMonth

After 1 day Once in aweek

Never

Chart Title

Rating of Tata Docomo’s features (Question 10. Rate the following attributes of TATA DOCOMO)

Excellent14%

Good44%

Average36%

Below Average

6%

Network Coverage

Excellent18%

Good64%

Average16%

Below Average

2%

Offer/ Schemes

Excellent50%Good

40%

Average8%

Below Average

2%

DSE Support

Excellent30%

Good46%

Average18%

Below Average

6%

Value Added Services

Excellent18%

Good56%

Average22%

Below Average

4%

Sales

Excellent12%

Good44%

Average34%

Below Average

10%

Incentive and Commission

Excellent12%

Good44%

Average34%

Below Average

10%

Activation Process

Improvement required (Question 11. What are the services Docomo needs to improve?)

20

2

5

1 1 2 3

11

0

5

10

15

20

25

FINDINGS OF STUDY

FINDINGS• Tata Docomo is the second most preferred brand in telecom

sector after Airtel.

• The experience of retailers of Tata Docomo are mostly good.

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

Discount’ from service providers.

• While purchasing a connection, customers look for good

recharge offer which act as marketing tool for company.

• Out of the products and services sold by Tata Docomo,Tata

Docomo sims are being sold the most.

• Since Tata Docomo has been launched 4 years back,

maximum Outlets are dealing with it for 2-4 years.

• Easy recharge is the best performance attribute of Tata

Docomo followed by Good Internet speed.

• Most of the outlets have marked DSE’s visit them daily.

SOWT of Tata Docomo

STRENGTHS-

•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 tarrif plan,

•Ability to attract customers with various plans,

•Prices less than Almost all the brands,

•One of the best networks providing 3G services,

•Fast activating process.

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

•Untapped market of Ludhiana,

Amritsar and other rural areas.

Opportunity:

•Fast expanding cellular market.

•Latest and low cost technology.

•Untapped other areas of Punjab-

Amritsar and Ludhiana.

•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 Videocon,

Reliance and BSNL

•Mobile Number Portability to other

brands due to weak signal strength.

Competitors:

•Airtel

•Vodafone

•Idea

•Videocon

•Reliance

•BSNL

SUGGESSION/

RECOMMENDATION

• Though Tata Docomo is one of the most preferred brand, it

needs to improve many things to get top position in market.

• Recommendation for Network improvement: Improve Network in Rural Areas of Punjab.

Plant towers in Ludhiana and Amritsar.

The Network should compete Airtel and Vodafone’s net.

3G network should be established in all the regions.

• Recommendation for Product & Services improvement: Schemes and offers should be ass innovative.

3g network must be improved in many areas.

Photons and 3G sims should be advertised more.

Value added services should be good enough to give competition to

other players in market.

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

customers get the activated sims very quickly.

They should also give easy E Recharge facilities to customers.

All the products of Tata Docomo should be present in all the outlets

so that they are easily available to customers.

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

CONCLUSION/ SUMMARY

After analysis and interpretation of the data it can be concluded

that

• 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.

• Tariff charges introduced by the Tata Docomo are found to be

cheaper than other services.

• Tata Docomo has emerged as a giant killer due to their tariff

plans and heading towards the position of dominator.

• 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.

• Awareness of the Tata Docomo is spreading widely among

people due to their promotional activities.

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

• Majority of the retailers are satisfied with the services of the Tata

Docomo and they recommend it to others.

BIBLIOGRAPHY:

1. Tata Docomo Website : www.tatadocomo.com

2. Research Methodology Info :

www.newagepublishers.com/samplechapter/000896.pdf

3. Wikipedia : en.wikipedia.org/wiki/Main_Page

4. Tata Teleservices website :

http://www.tatateleservices.com/t-aboutus-ttslorganization.aspx

5. Tata Docomo sstatatally software :

https://sstatally.tatatel.co.in/DOeSSTA/Login.jsp

6. EVD Software :

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

7. TATA Prepay Book June 2013

8. Documents provided by A Star Enterprises

Thank you