study of dfsdtata docomo
TRANSCRIPT
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PROJECT REPORT
ON
STUDY OF TATA DOCOMO
Prepared By
CHETAN HEMANT CHAUDHARI
Student of
B.M.S. (Bachelor of Management Studies)
2012-13
SUBMITTED TO
UNIVERSITY OF MUMBAI
AND
DOMBIVLI SHIKSHAN PRASARAK MANDALS
K. V. PENDHARKAR COLLEGE
OF
ARTS, SCIENCE & COMMERCE
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ACKNOWLEDGEMENTS
My special thanks got to our principal Dr. Subhash Deo for giving me an opportunity to do
this project and also vice principal of commerce faculty Mr. B. K. Ghate. Not to forget our
coordinator Mr. M. R. Sakhalkar for their precious support.
I would express my gratitude to Mrs. Ashwini Deosthali, HOD of BMS department &
Mrs. Shameem J. Meman for their philanthropic and overriding efforts for developing my
career.
My novice of the practical world would not have got me far, had it not been under the
direction of Mrs. Shameem J. Meman, my project guide.
It was a formidable task but the active guidance and help from Sathish Eknath Ghosalkar
(Manager, Roopraj Telecom) it would not have diluted into a research project.
Last but not least I wish to acknowledge the support of my family, friends, and each and
every member contributed to this project.
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Need of the Project
The word competition is redefined in the telecom sector. In the world of cut throat
competition, the telecom sector is fighting for survival. Every company is trying to
outperform the other. If this was not enough there comes a price-war among the telecom
companies. The fire was ignited by Tata Docomo. The price levels were lowered to such a
point where it was very much uncomfortable for the other organizations. This was the
penetration strategy used by Tata Docomo. Docomo forced to change the policies and
strategies of other companies. Docomo has emerged as the price leader in the sector and to
study the growth of this company was very much important from my point of view.
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INDEX
SR. NO. TOPICS
CHAPTER 1
01 EXECUTIVE SUMMARY
02 OBJECTIVES
03 METHODOLOGY
04 LIMITATIONS
CHAPTER 2
01 HISTORY
02 COMPANY PROFILE
03 CUSTOMER SATISFACTION
04 MARKETING STRATEGY
05 AVAILABILITY
06 PLANS
07 COMPETITORS ANALYSIS
08 SWOT ANALYSIS
CHAPTER 3
01 PRESENTATION & INTERPRETATION OF DATA
02 FINDINGS
03 RECOMMENDATIONS
04 CONCLUSION
CHAPTER 4
01 ANNEXTURE
02 WEBLIOGRAPHY AND BIBLIOGRAPHY
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CHAPTER 1
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EXECUTIVE SUMMARY
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. India is the fastest growing major mobile market in the world .Building on
leading position in the market, TTSL. Aims to capitalize on the growth potential to
significantly increase the subscriber base and market share. The telecom sector is
increasing day by day and the competition is getting more and tougher. Initially Tata
service was providing CDMA and after tie up with DOCOMO they come up in GSM as
TATA DOCOMO.
The project is about customer satisfaction for Tata Teleservices Limited with special
Reference to GSM prepaid customer in Dombivli city. As the title suggest, how the
customer is satisfied with the service of Tata teleservice through GSM prepaid mobile.
The primary objective of this research project is to find the satisfaction level of GSM
prepaid mobile user and to find out the reason why user prefer any particular technology.
The second objective was to study the features of the technology. The research was carried
out in survey method. The data for this research was collected by two methods. Primary
data was collected with the help of questionnaires and interviews.
Different questionnaires were used for GSM and non existing users. Secondary data
regarding company profile and GSM information was collected from internet. The
sampling technique used was random sampling. The sampling size was 200 for each GSM,
non existing user.
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OBJECTIVES OF THE PROJECT
The objectives of this study/project as follows:
To study the schemes and services provided by Tata Docomo. To study the various tariffs charged by 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 behavior of the buyer. To study the Customer satisfaction level regarding the services provided by Tata
Docomo.
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RESEARCH METHODLOGY
PRIMARY DATA:
Data collected from sample of 200 people in Dombivli involved in differentprofessions by questionnaire method.
Data collected by visiting Tata Docomo Retail Shop (Roopraj Telecom).SECONDARY DATA:
Data Collected from Internet. Information received from various pamphlets, brochures and journals of Tata
Docomo.
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LIMITATION
Sample size was restricted to Dombivli city as it was difficult to approach people
outside that because of time constraint. So sample size was limited.
Improper decision- many respondents could not have sufficient time to answer/ fill the
questionnaire.
Inadequate information- some of the questions were not answered/ filled properly or
accurately.
Project study was conducted only for 3 months June to September 2011
Limitation of the study:
The study was limited to Tata Docomo prepaid mobile user only.
The study was limited only to know the level of satisfaction of the prepaid Tata
customer and no further action was taken to make them satisfied if they were not
satisfied.
The study was limited to only few days so each and every aspect of satisfaction could
not be covered.
The management did not disclose the confidential data.
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COMPANY PROFILE
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 telecommajor 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 launch of the TATA DOCOMO brand marks a significant milestone
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 with
a 50 percent market share.
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
technologies, as also products and services like the i-mode TM, 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 identification of the key areas where the two companies will work together.
DOCOMO, the worlds leading mobile operator will work closely with Tata Teleservices
Limited management and provide know- how on helping the company develop its GSM
business.
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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.
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CHAPTER 2
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HISTORY
Tata Teleservices Limited now also has a presence in the GSM space, through its
joint venture with NTT DOCOMO of Japan, and offers differentiated products andservices under the TATA DOCOMO brand name. TATA DOCOMO arises out of the Tata
Groups 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 14 of Indias 22 telecom Circles in a quick span of under six months. The
company plans to launch pan-India operations by the end of FY 2009-10.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 worlds leading mobile operators-in the Japanese market, the
company is the clear market leader, used by over 50% of the countrys mobile phone
users.
Corporate Philosophy
With the aim of creating a new world of communications culture, we NTT
DOCOMO will devote all the skills, know-how and energy towards the establishment of
more "personal communication" with our customers that contribute to their heartfelt
satisfaction.
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A New World of Communications Culture
More personal communication
Reliable access Real time 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, we will
improve service quality, aggressively move forward with the development of various
services. We 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 fulfill expectations of customers by fulfilling our responseto 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 deliversatisfaction to a growing diversity of customers.
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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 fulfillment 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.To achieve this
By improving our system and programs for the enhancement of human resources
and unifying our human resource development, we will empower each individual to exert
their skills to the utmost of their capabilities and discover new potential. At the same time,
we will strive to create a workplace that motivates individuals through measures such as
improvement of the working environment and labor conditions and enhancement of health
and welfare benefits.
Vision
We will leverage our strength in executing complex global scale projects to
make leading edge information and communication services affordable by all individual
consumers and business in India. We will offer unparalleled value to create customer
delight and enhance business productivity. We will also generate value for our capabilities
beyond Indian borders while enabling millions of Indias knowledge workers to deliver
their services globally.
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Statistics
Third largest telecom network in the world. Largest operator in INDIA is BSNL. INDIAS mobile market is the fastest growing market in the world. Worldsleading 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 widerange of innovative research, building expertise and techniques as we move
forward towards exciting new business opportunities.
Innovating dreams Our goal is to create a broad array of exciting new services. Services that will
bring undreamed-of convenience to people everywhere.
In addition to Audio Barcodes and 3D Display System introduced in this website,cutting edge technologies beyond the imagination are already under development.
These include a system that makes distant objects feel like an extension of thehuman body for ultra realistic experiences, and advanced chips that will allow
items such as household appliances to communicate. What's more, we are
actively realizing 4G technology such as MIMO (Multiple-Input-Multiple-
Output) multiplexing technology and a wireless access communications system,
as well as contributing to the establishment of specifications for global
standardization.
Researchers at NTT DOCOMO have a clear vision of the future. A future thatwill unite all of the above advances and many more, to create a world where
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people can communicate at a higher level, regardless of time and space
Telecom industry in India is dominated by major companies like Airtel,Vodafone in GSM services.
Competition is very intense due to low differentiation. India ended March this year with 391.76 million mobile lines and tele density is
around 36.98.
Airtel enjoys 33.9%, Idea 11.6% Vodafone 19.6 and Tata CDMA has 7.2% of marketshare respectively.
PRICE It having attractive tariff plan: TATA DOCOMO having 1paisa /sec it is
applicable for both prepaid and postpaid
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Disruptive Innovation in the Indian Telecom Industry by Tata
Docomo
Wikipedia defines disruptive innovation as an innovation that improves a
product or service in ways that the market does not expect, typically by being lower priced
or designed for a different set of consumers.
Indian Telecom space was Disrupted by Tata Docomo when they came out
with a 1 paisa per second tariff.
We have earlier seen how Reliance India Mobile changed the mobile
industry by coming up with the lowest tariff in the beginning of this decade. The call
charges were around Rs 2-3 per minute and because of Reliance this was brought down to
around Re 1 per minute.
Tata Docomo was the next one to employ disruptive innovation in the Indian
mobile industry. Currently the game is not played on the price front but Value added
services front, which is evident from the advertisements of Airtel (Madhavan and Vidya
Balan) and Vodafone (Zoozoos) in the past.
If Aircel is redefining how telecom operators approach value added services
and GPRS in India, Tata Docomo is doing its bit to change billing practices.
The joint venture between Tata Teleservices and Japanese telecom major NTT
Docomo officially began rollouts with a plan to invest $2 billion for its pan-India GSM
services.
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CUSTOMER SATISFACTION
The 21 century belongs to the service sector. The customer of yester year was
a silent person who uncomplainingly purchased the goods from the market place. There isa new customer emerging today. Customer satisfaction can be defined as, customer
satisfaction is the feeling derived by the consumer when he compares the actual
performance of the products with the performance that he expects of it.
The measurement of the customer satisfaction typically begging when a
company realizes that their customer s is the people, who provide the revenues that,
hopeful, will cover expenses. Most companies start by establishing a customer satisfaction
baseline. Then they target year by year improvement.
Understanding customer requirement and delivering superior quality goods and
services to achieve composer satisfaction lead to the retention and growth of the customer.
General Idea about the satisfied customer:
Satisfaction is a personas feeling of the pleasure or disappointment. It is resulting
from comparing a products perceived performance with his or her expectations from it.
Satisfaction is more of an emotional concept. Today organization are aiming at high
satisfaction rather than at customer delight because customers who are
just satisfied still find it easy to switch over when a batter offers comes along. Those who
are highly satisfied are much less ready to switch over. High satisfaction or delight creates
an emotional bound with the brand and customer starts looking at an offering emotionally
and just rationally.
The aim of marketing is to meet and satisfy target customers needs and wants but
knowing customer is never simple. Customer may state their needs and wants but act
otherwise. They may not be in touch with their deeper motivations. They may respond to
influential to change their mind at the last minute. Some of todays most successful
companies are raising expectation and delivering performances to match. These companies
are aiming at TCS- Total customer Satisfaction.
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Increasing competition (whether for-profit or nonprofit) is forcing businesses to
pay much more attention to satisfying customers. In a competitive marketplace where
businesses compete for customers, customer satisfaction is seen as a key differentiator and
increasingly has become a key element of business strategy.
Customer Loyalty:
These four factors will greatly affect your ability to build a loyal customer base:
Products that are highly differentiated from those of the competition.
Higher end products where price is not the primary buying factor.
Products with a high service component.
Multiple products for the same customer.
Loyal Customers and Loyal Workforces
Building customer loyalty will be a lot easier if you have a loyal workforce not at
all a given these days. It is especially important to retain those employees who interact
with customers such as sales people, technical support, and customer-service people.
Many companies give a lot of attention to retaining sales people but little to support
people.
The increasing trend today is to send customer service and technical support calls
into queue for the next available person. This builds no personal loyalty and probably less
loyalty for the firm. Before going this route, be sure this is what your customers prefer.
Instant Feedback:
Recently, many organizations have implemented feedback loops that allow them to
capture feedback at the point of experience. For example, National Express, one of the
UK's leading travel companies invites passengers to send text messages whilst riding the
bus. This has been shown to be useful as it allows companies to improve their customer
service before the customer defects, thus making it far more likely that the customer will
return next time.
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Listen to your customers:
Is there anything more exasperating than telling someone what you want or what your
problem is and then discovering that that person hasnt been paying attention and needs to
have it explained again? From a customers point of view, I doubt it. Can the sales pitches
and the product babble. Let the customer talk and show them that you are listening by making
the appropriate responses, such as suggesting how to solve the problem.
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MARKETING STRATEGY
Tata Docomo appears to be banking heavily on its tariff plans the company is
offering a 1 second pulse instead of the usual 1 minute pulse that other telecom operatorsare offering. This means that consumers are charged on a per second basis, instead of a per
minute basis, and end up saving money on unused seconds. A nifty little application How
much can you really save on Docomos website explains how this works. Rs. 0.01/second
is a marked change from the Re 1/min and Rs. 0.49/min charges that usually applies.
Marketing Mix
4PS ofMarketing Mix
Product
Price
Place
Promotion.
Product:
TATA DOCOMO having good range of services. Tata Docomo provides both
postpaid and prepaid services. Tata Docomo having good quality network which provides
clarity in voice.
Pirce:
It having attractive tariff plan: TATA DOCOMO having 1paisa /sec it is applicable for
both prepaid and postpaid.
Place:It is having good range of channels of distribution: As Tata already exist in this field of
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telecommunications as Tata Indicom. It has wide range of channels of distribution to sell
TATA DOCOMO services.
Promotion:
Advertising: TATA DOCOMO following different style of advertising pattern in TV
andnewspapers. Due to that reason it was reaching public very fast.
Tata Docomo Pricing Strategy
Tata Docomo appears to be banking heavily on its tariff plans the company offers a
1 second pulse instead of the usual 1 minute pulse that other telecom operators were
offering. This means that consumers are charged on a per second basis, instead of a per
minute basis, and end up saving money on unused seconds. A fifty little application How
much can you really save on Docomos website explains how this works. Rs.
0.01/second is a marked change from the Re 1/min and Rs. 0.49/min charges that usually
apply.
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Now while this plan might sound unique, it isnt that it hasnt been tried before back
in 2004, Tata Indicom had launched 1 second pulse plans, which going by their current
plans, appears to have been shelved.
At present, Tata Docomo has launched voice portals, 24-hour music, cricket commentary
and voice chat, apart from offering free Missed Call Alerts and Voice Mail.
Interestingly, voice based services are also being priced with a per-second-pulse:
24 hour music and voice chat are priced at Rs. 0.02/second. Caller Tune search service
Genie is also being priced at Rs. 0.02/second. This is a marked change, again, from the
per minute pricing, and can offer consumers cheaper options.
An initiative that has taken the service provider industry by
storm
The pay per second model has really paid off well for the latest entrant in the
Indian GSM space, Tata-Docomo. The new pricing strategy from Tata-Docomo has
changed the rules of the GSM game, which is dominated by AirTel and Vodafone. Tata-
Docomo also launched its first mobile handset in September 2010.
Mobile pricing innovation Tata Docomo now charges per
website for Mobile Browsing!
This is surely a first world overTata Docomo have gone ahead and launched
an innovative mobile Internet offering which allows users unlimited usage of their favorite
websites on mobile for a fixed cost.
Tata Docomo has been forefront in coming up with various attractive pricing schemes,especially, in the pay-per-use paradigm. They were first to introduce pay per second
billing on calls, which now is followed by every mobile service provider. They followed it
with pay-per-minute and pay-per-call pricing plans as well which has made them one of
the fastest growing Mobile companies in India.
The new pay-per-website offering however, takes it to a complete
different level and unheard of pricing strategy. This is a very thoughtful strategy and
something which has potential to growth rapidly. Tata Docomo pricing strategy.
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Pay per site offer two combination:
Those only interested in single websites need to pay Rs 10 per site Those with multiple site browsing needs can opt for a combo pack at just Rs 25 per month.
Customers have a bundle of options within various categories of social
networking sites (Facebook, Twitter, and Linked In, Orkut), mail options (Gmail, Yahoo,
Rediff) and chat messengers (GTalk, Yahoo! Messenger, Nimbuzz).
Having said this, there is also a caveatIf you thought it was valid for unlimited
useit is not.
Tata Docomo pay per site plan categorizes each service under 2 different genres
Social Networking Site and Emailing & Instant Messaging. Each site under this genre is
priced at Rs. 10/- bundled with 200 MB free data usage valid for 30 days, post which
customers will be charged at 1p/kb. There are also 2 Combo options SNS Combo Pack
and Emailing Combo Pack and each Combo Pack is priced at Rs. 25/- bundled with 500
MB free data usage post which the customers will be charged 1p/kb.
We have been quite impressed the way Tata Docomo have gone about their
innovative pricing models as well as marketing strategies.
Per Character SMS PricingOn 8th September 2009, the GSM branch of the Indian carrier Tata introduced a
novel pricing strategy for text messaging. Under the brand Diet-SMS, Tata-DOCOMO
bills its customers by-the-character, rather than on a per message basis.
It is a very attractive marketing scheme, since many wireless subscribers, almost
by habit, tend to pepper their text messages with abbreviations and acronyms.
Under the new plan, Tata-Docomo charges one paisa per character. For
example, a text which reads tnx (for thank-you) is charged at 3paise instead of the
normal sms charge.
The Impact
Tata Docomo has gathered significant market share, owing to its pricing strategies.
Existing mobile operators are matching the price and the clear winners are the
subscribers since all the competition is sending the prices downhill.
Tata Docomo pricing strategy.
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Advertising Media Channels
India Tata Docomo, the youngest among telecom players in India to offer
GSM, is Presently banking on its services to garner visibility and a share in the telecom
pie. The launch of Tata Docomo also announced the intention of the brand to associate
with the thought 'do'. Tata Docomo, for the first time in the country, offered pay-per-
second billing; though other telecom providers have followed suit since. The company has
carried out a few adverts that highlight the brand's unique features and some other topical
advertising during Ganesh Chaturthi and Diwali. The latest from the GSM provider is the
'Friendship Express' TVC. The ad opens inside train, where everyone is doing their own
thing. A couple of the travelers don't like the solemn mood and start humming the
Docomo tune. Slowly and steadily, others pitch in and soon most of the train is singing
along. The ad ends with the super, 'Why walk alone when we can dance together'.
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Tata Docomo launched Keep it Simple campaign with Rabir
Kapoor!
Cutting through the clutter that the Indian telecom landscape finds itself in with
customers forced to jostle with confusing and complicated products, services and tariff
plans Tata DOCOMO is Doing the New again, with the launch of its new brand
campaign, aptly titled Keep It Simple. Tata DOCOMOs unique Keep I t Simple
Campaign is in a form of a stand-up comedy show with many episodes, which will be
aired during the course of this IPL season. It focuses largely on how Tata DOCOMO
simplifies the telecom experience, and hence the consumers life, by providing
differentiated products and services. Each individual advertisement starts by illustrating a
complexity in the category, and presents the Tata DOCOMO product and/or service as a
means of simplifying things. This campaign is simple, captures the various moods of
Ranbir depicting those of Tata DOCOMO
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Advertisement strategy
Tata DOCOMO ropes in Ranbir Kapoor as brand ambassador
NEW DELHI: Tata Docomo, the GSM brand of Tata Teleservices (TTSL), today
appointed Bollywood star Ranbir Kapoor as its brand ambassador.
The company has inked a two-year contract with Kapoor and will roll out various
televisions, print and outdoor campaigns with the actor, starting with the upcoming Indian
Premier League (IPL) tournament.
"We think Tata Docomo is an inspirational brand and so is the charm and
personality of Ranbir Kapoor, so it is a great match. We will leverage him in various
campaigns to build the brand further," TTSL Head Corporate Marketing Gurinder Singh
Sandhu told PTI.
Tata DOCOMO will undertake various marketing initiatives with Ranbir
Kapoor, including television commercials, print campaigns, outdoors and retail front
displays, he added.
The company will introduce its new campaign during the IPL tournament, which
kicks off on April
According to media analysts, Tata Docomo is expected to spend in excess of Rs
50 crore for the 360-degree campaign during the IPL season.
Other telecom operators like Bharti Airtel, Idea Cellular andReliance
Communications have also appointed Bollywood stars as their brand ambassadors.
While Airtel has worked with Shahrukh Khan, Saif Ali Khan and Kareena
Kapoor, Idea Cellular has Abhishek Bachchan as its ambassador. RelianceCommunications has worked with Hrithik Roshan.
Vodafone, on the other hand, has found success with its 'Zoozoos', the egg shaped
cartoon characters featured in its ad campaign.
http://economictimes.indiatimes.com/reliance-communications-ltd/stocks/companyid-15279.cmshttp://economictimes.indiatimes.com/reliance-communications-ltd/stocks/companyid-15279.cmshttp://economictimes.indiatimes.com/reliance-communications-ltd/stocks/companyid-15279.cmshttp://economictimes.indiatimes.com/reliance-communications-ltd/stocks/companyid-15279.cms -
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SERVICES & NETWORK AVAILABLE
Currently, Tata Docomo mobile services available in
these following circles:
Bihar & Jharkhand
Tamil Nadu
Orissa
Andhra Pradesh
Karnataka
Kerala
Kolkata
Maharashtra & Goa
Madhya Pradesh
Chhattisgarh
Haryana
Chennai
Eastern Uttar Pradesh
Western Uttar Pradesh
Punjab
Rajasthan ,Recently Launched Aand Rest of West Bengal, Recently Launched.
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PLANS
Tata DOCOMO Daily Plans. When every
day is different, why have a fixed plan? Abrand new day calls for a brand new plan.
Choose from Daily plans on local, STD,
Night calling, GPRS & Music and make
your own Daily Plan.
Benefits:
Anytime purchase Minimal cost Ease of process
How to subscribe:
Dial *141# and choose from Daily plans on local, STD, Night calling, GPRS & Music.
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Product options:-
Daily Rental Packs (Rs.2)
All local at 1p/2secSTD at 3p/4secLocal Night On-net at 1p/10secLocal On-net at 1p/6secUSA/Canada & UK(F) at 3p/secGulf at 11p/secAll local & National SMS at 1p
Weekly Rental Packs (Rs.10)
All local at 1p/2sec STD at 3p/4sec Local Night On-net at 1p/10sec Local On-net at 1p/6sec USA/Canada & UK(F) at 3p/sec Gulf at 11p/sec All local & National SMS at 1p
Talk More
30 local minutes @ Rs.5 on
Tata DOCOMO Network.
30 local minutes @ Rs.12 across
Networks.
30 local/National minutes @ Rs.1410 Local/National minutes @ Rs.5
Night Talk
Now converse through the night.
60 Free Local Night minutes on
Tata DOCOMO Network.
30 Free local On-net minutes @ Rs.3 20 Free local minutes @ Rs.5
a. GPRS10MB Free Browsing @ Rs.5 only.
World Calling
10 minutes to USA/Canada @ Rs.20 5 minutes to USA/Canada @ Rs.10
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a. Entertainment15 minutes FREE music @ Rs.5
a. CricketCricket Alerts @ Rs.5/day
Pay Per Site Packs:-
Pay Per Site Type MRP(Rs.) Validity
(Days)
GPRS free
Usage
Combo Packs
Mail Combo Mail 25 30 500MB
Social Networking Sites
Combo
SNS 25 30 500MB
Mail Packs
Gmail+GTalk Mail 10 30 200MB
Rediffmail Mail 10 30 200MB
Yahoo Mail
+
Yahoo Messenger
Mail 10 30 200MB
'Social Networking Sites Packs
Facebook SNS 10 30 200MB
Twitter SNS 10 30 200MB
LinkedIN SNS 10 30 200MB
Orkut SNS 10 30 200MB
Nimbuzz SNS 10 30 200MB
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SMS offers:
Pay for the First 3 Local SMS everyday and get the next 150 Local SMS free for the day
Pay for the First Local/ National SMS everyday and get the next 100 Local/ National
SMS free for the day
Pay for the First 3 Local SMS everyday and get the next 750 Local SMS Free for day
Pre-STD, ISD and National Roaming without rental.
Automatic alerts when your Balance is Low.
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COMPETITOR ANALYSIS
The competition has intensified the past few months with new players and
schemes coming in. There has never been a better time for the customer to get a mobilephone connection
There are at least six if not more operators to choose from in ever circle. In June
09, TATA DOCOMO broke the old system of tariff by introducing per second billing
system. As soon as they did this, the other followed suit with price cuts everywhere.
Suddenly the idea of calls being free was not so outrageous. The prices were reduced to
such an extent that the viability of the business was in questions. The competitive
environment of TATA DOCOMO can be looked at from the following perspectives
Market Competitors of Tata Docomo:
Airtel
Reliance Communication
BSNL
Idea
Aircel
Vodafone
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Market share
The government issued fresh licenses in 2008.As a result of this the market
gets crowded though incumbents still hold larger market shares are shown above.
However a point to note is that the new players have lower entry costs with very deep
pockets. They also have no legacy issues like the older players and hence are more adept
to changes market situations. The cost of infrastructure has reduced dramatically due to the
market growth and DOCOMO had an advantage here.
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Market Capitalisation
As profits margins are becoming thin, the market capitalization of listed telecom
companies has fallen. Though there have been some signs of recovery
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Airtel vs Tata Docomo
The equal competitors are coming up with their new tariffs, plans, special packs and theirvarying services to prove themselves to be much competitive and trying to anchor them
firmly in this mobile sector.
Currently the Tata Docomo came up with its services with an all new tariff scheme of payper second which has brought out a massive revolution in the market.
On 30th Oct the leading mobile service provider Bharti Airtel launched their muchawaited Payper Second tariff all throughout India. The tariff comparison with Airtel and
TATA Docomo is as follows,
Airtel with its inception on 2001 renders number of customers but their tariff, call rates todifferent network makes confusion and remains unstable. But Docomos 1p/sec
throughout India makes consumers to keep track of their account and controls expenses.
Airtel has kept different SMS charges even in their Pay Per Second plan with local smsbeing charged at Re.1 and National sms at Rs.1.50, whereas Docomo introduced SMS
charges based on the number of characters. No recharges are needed to opt for per second
calling after one year.
Package activation of Airtel ranges from Rs.64 to Rs.99 and varies from circle to circle.Docomos does not charge anything extra for activating the per second pack since the
tariff plan by default is on per second basis.
The Airtel tariff calculation is hard ranging from 1p/sec to 1.2p/sec , but 20% higher toother operators whereas A2A calls are kept at 1p/sec and that to other operators are
charged at 1.2p/sec. But Tata Docomo is offering a limited period offer of STD calls at
1p/sec.But Airtel is older than Docomo so it has compact network links than Docomo , so this is
the place where Docomo has to establish itself.
Meanwhile it is found that Docomo with both GSM and CDMA network added
over 4 million subscribers in September, beating market leader Bharti Airtel yet again.
Airtel had 2.5 million new users in September.
The battle has just begun as new operators are still to join the war. Do have your say
what you edict is going to be ?
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SWOT ANALYSIS
STRENGTH
WEAKNESS
OPPORTUNITIES
THREATS
STRENGTHS:
First to introduce seconds tariff plan (seconds pulse)
Good brand image of Tata services
Having large variety of plans
Plans are affordable by any common person.
WEAKNESS:
Signal strength.
Postpaid connections are not available as of now.
Customer services are not satisfactory.
Concentrating only on rural areas.
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OPPORTUNITIES:
Have a great opportunity to expand its services.
To introduce any new plans for internet users.
Introduce 3G compatible services.
To introduce new combined plans like, SMS, Internet, Calling integrated offers.
THREATS:
If signal strength is not increased it may lead to change in the network service by thecustomers.
Tata has to clarify whether this 1ps/sec will continue till its lifecycle.Heavy competition from all other network providers.
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CHAPTER 3
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PRESENTATION, ANALYSIS AND
INTERPRETATION OF DATA
Q.1) Are you using mobile?
ANSWERS NO.OF
RESPONDENTS
PERCENTAGE%
a YES 192 96
b NO 8 4
Interpretation
The above graph shows that 96.5%people are using mobile and 3.5%
people are not using mobile.
96%
4%Respondents
Yes
No
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Q.2) Does it really matter whether you go for GSM or CDMA?
ANSWER NO.OF
RESPONDENTS
PERCENTAGE
%
a YES 167 83.5
b NO 33 16.5
Interpretation
The above graph shows that people are more concerned about the
technology they are using.83.5% users are concerned about technology. And
16.5% users have no concern from that.
Yes
84%
No
17%
Respondents
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Q.3) How would you rate the voice clarity of your GSM mobile
connection?
ANSWER NO.OF
RESPONDENTS
PERCENTAGE
%
a Excellent 32 16
b Good 113 56.5
c Average 43 21.5
d Bad 9 4.5
e Worst 3 1.5
Interpretation
The above graph shows the rating given by GSM mobile users to the
voice quality.16% GSM users are delighted with quality and 56.5% users are
satisfied with that.
0%
10%
20%
30%
40%
50%
60%
Excellents Good Average Bad Worst
Respondents
Respondents
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Q.4) How would you rate network coverage strength on GSM
mobile connection?
Interpretation
The above graph depicts the coverage strength experienced by the GSM
users. GSM users are getting better coverage strengths. 46.5% GSM users are
highly satisfied with network coverage. 31.5% users are satisfied, 5%are not
satisfied with that.
46.50%
31.50%
17%
5%0%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
Excellent Good Average Bad Worst
Respondents
ANSWER NO.OF
RESPONDENTS
PERCENTAGE %
a Excellent 93 46.5
b Good 63 31.5
c Average 34 17
d Bad 10 5
e Worst 0 0
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Q.5) How would you rate supplementary facilities like call wait,
call hold, call forward, call divert, call conference on GSM
mobile connection?
ANSWER NO.OF
RESPONDENTS
PERCENTAGE
%
a Excellent 48 24
b Good 76 38
c Average 68 34
d Bad 8 4
e Worst 0 0
24%
38%34%
4%0%
0%
10%
20%
30%
40%
Excellent Good Average Bad Worst
Respondents
Interpretation
The above graphs shows the satisfaction level of GSM mobile users
.24% users are highly satisfied, 38% are satisfied, 34% are find it average
and 4% are dissatisfied with supplementary services offered to them.
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Q.6) How would you rate the Internet connectivity and data
transfer service on GSM?
30%
38.50%
22.50%
36.50%
2.50%
0%
10%
20%
30%
40%
50%
Excellent Good Average Bad Worst
Respondents
ANSWER NO.OF
RESPONDENTSPERCENTAGE
%
a Excellent 60 30
b Good 77 38.5
c Average 45 22.5
d Bad 13 36.5
e Worst 5 2.5
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Interpretation
Still many people are not aware of internet services offered to them by
their services provider .GSM users are more satisfied with the internet and
data services offered to them then other competitors. 30% users are highly
satisfied, 22.5% are found it average, and 36.5% are not satisfied with that.
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Q.7) How would you rate security and confidentiality regarding
call theft on GSM mobile connection?
Interpretation
The above graph shows that security and confidentiality regarding call
theft on GSM mobile connection is good as number of respondents consider
it at satisfactory level. 39.5%users find it good, 37.5% users find it average,
and 8% users find it not at satisfactory level.
05
10
15
20
25
30
35
40
45 ANSWER NO.OF
RESPONDENTS
PERCENTAGE
%
a Excellent 25 12.5
b Good 79 39.5
c Average 75 37.5
d Bad 16 8
e Worst 5 2.5
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Q.8) How would you rate dual personal and business number
facility on GSM mobile connection?
Interpretation
Although 10% find it excellent but 42% users find it good, 36.5% users
find it average, 9.5% find it bad and 2% find it not satisfactory.
10%
42%
36.50%
9.50%
2%
0%
10%
20%
30%
40%
50%
Excellent Good Average Bad Worst
Respondents
ANSWER NO.OF
RESPONDENTS
PERCENTAGE %
a Excellent 20 10
b Good 84 42
c Average 73 36.5
d Bad 19 9.5
e Worst 4 2
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Q.9) How would you rate tariff rate of your Tata Docomo
prepaid connection?
ANSWER NO.OF
RESPONDENTS
PERCENTAGE
a Excellent 15 7.5
b Good 65 32.5
c Average 85 42.5
d Bad 25 12.5
e Worst 10 5
Interpretation
7.5% Tata Docomo mobile users find it excellent, majority of users
42.5%find it average, 12.5% are not satisfied with it.
7.50%
32.50%
42.50%
12.50%
5%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
Excellent Good Average Bad Worst
Respondents
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Q10.) How would you rate STD tariff plans of Tata Docomo
communication?
Interpretation
The above graph shows that 37.5% respondents are delighted with the
STD tariff plans. 42.5%are satisfied with that.17.5% find it average and
205% are not satisfied with it.
37.50%42.50%
17.50%
2.50%0%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
Excellent Good Average Bad Worst
Respondents
ANSWER NO.OF
RESPONDENTS
PERCENTAGE
%
a Excellent 75 37.5
b Good 85 42.5
c Average 35 17.5
d Bad 5 2.5
e Worst 0 0
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Q.11) How would you rate the customer care service of Tata Docomo
mobile connection?
ANSWER NO.OF
RESPONDENTS
PERCENTAGE
%
a Excellent 17 8.5
b Good 35 17.5
c Average 74 37
d Bad 46 23
e Worst 28 14
Interpretation
When I asked the customers of Tata Docomo about the services of
Tata Docomo customer care 17% said that it is excellent. And most of
customers find it average. Some of them said they are not satisfied with their
services.
8.50%
17.50%
37%
23%
14%
0.00%
10.00%
20.00%
30.00%
40.00%
Excellent Good Average Bad Worst
Respondents
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Q.12) According to you what is the biggest strength of GSM
mobile?
ANSWER NO.OF
RESPONDENTS
PERCENTAGE %
a Voice clarity 62 31
b Cheaper
internet
facilities with
less
expensive
handsets
56 28
c Cheaper
handset withmore features
48 24
d Less chances
of handset
theft
34 17
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Interpretation
Majority of GSM users consider good voice clarity as the biggest strength
of GSM. According to 17% of users lesser chances of handset theft is the
biggest strength of GSM.24% of users say that cheaper handset with more
features make GSM a popular choice.
31%
28%
24%
17%
0%
5%
10%
15%
20%
25%
30%
35%
Voice clarity Cheaper internet
facilities with less
expensive handsets
Cheaper handset with
more features
Less chances of
handset theft
Respondents
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Q13) According to you what is the biggest weakness of GSM mobile?
ANSWER NO.OF
RESPONDENTS
PERCENTAGE
%
A Less flexibility of
changing service
provider
79 39.5
b International roaming
very limited
121 60.5
Interpretation
The majority of users said that the biggest weakness of GSM is the
limited international roaming facility.
39.50%
60.50%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Less flexibility of changing
service provider
International roaming very
limited
Respondents
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Q14) Based on your experience with GSM technology are you likely to
recommend GSM technology to your friends and relatives who may be
planning to purchase a new mobile?
ANSWER NO.OF
RESPONDENTS
PERCENTAGE
a Yes 89 44.5
b No 41 20.5
C Cant say 70 35
Interpretation
44.5% users will like to recommend the GSM technology to their friends and
relatives.20.5% users would not recommend it to their friends, and 35% are
not sure for that.
44.50%
20.50%
35%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
Yes No Can't Say
Respondents
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Q15) Is Tata Docomo prepaid voucher easily available at retailer outlet?
ANSWER NO.OF
RESPONDENTS
PERCENTAGE
a Yes 102 51
b No 46 23
C Sometimes
not available
52 26
Interpretation
Majority of respondents 51% found prepaid voucher easily available at
retail outlet, 23% say that it is not easily available, and 26% found it not
available at sometimes.
51%
23%26%
0%10%
20%
30%
40%
50%
60%
Yes No Sometimes not available
Respondents
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Q16.) How would you rate international roaming facility on GSM mobile
connection?
ANSWER NO.OF
RESPONDENTS
PERCENTAGE
%
a Excellent 15 7.5
b Good 44 22
c Average 50 25
d Bad 56 28
e Worst 35 17.5
Interpretation
Majority of people find international roaming facility is not
satisfactory.22% find its good 28% find itsnot satisfactory.
7.50%
22%25%
28%
17.50%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
Excellents Good Average Bad Worst
Respondents
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Q.17) Information about TATA DOCOMO is through?
68%
5%
27%
Respondents
Media
Family
Friends
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Q18) Attractiveness of customers towards TATA DOCOMO.
92%
8%
Respondents
Yes No
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Q.19) Opinion regarding tariff plan offered by TATA DOCOMO.
Excellent77%
Good
20%
Average
3%
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Q.20)Opinion towards paisa/second pulse.
60%27%
8% 5%
Respondents
Stongly Satisfied Satisfied Dissatisfied Strongly Dissatisfied
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Q.21)Suggest others to take TATA DOCOMO.
90%
10%
Respondents
Yes No
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Q.22) Connectivity of TATA DOCOMO.
43%
30%
27%
Respondents
Excellents Good Average
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Q.23) Awareness of TATA DOCOMO.
75%
25%
Respondents
Yes No
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FINDINGS
It is found that TATA Teleservices is the first company to launch prepaid 1 pec. p/sec.
services in the country.
The call rates are found to be at par with the other competitors.
The availability of the recharge voucher was found good. But some time it is not available.
Most of the respondents found the customer care service is not satisfactory.
Nearly all the respondents told that Quick Problem Solving is desirable quality in the
customer care Executives.
The queries and problem of the customer were solved but not immediately, there is a scope
for improvement.
More stress was given on customer acquisition then satisfying the Existing customers.
While conducting a survey it was found that still many people are not aware of the term
GSM and CDMA even they basic difference between them.
The voice clarity of GSM is better than CDMA. When CDMA phones are near any digital
or magnetic instrument the poor crack due to interference and also cross connection
problems are faced by some of the users.
GSM users are satisfied with good coverage strength anywhere.
Many people who are interested in internet connectivity and data transfer services get
attracted to GSM. As internet connectivity and data transfer is cheaper with GSM.
It is found that international roaming facility is not so good as it should be.
Supplementary facilities like call wait call forward, call hold, call divert, call conference is
satisfied the users.
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Recommendations
The availability of recharge voucher should be made available when required by the
customers. As this give the good impression about the company.
The network coverage is another asset for the companys image, which needs to be
preserved in future.
The overall image of the customer care services was found to be good but with some
loopholes related to delays in problem solving.
The company should be more prompt in handling the queries and problem of the customer,which is vary essential for the prepaid card so as to retain the customers with the company
in future.
The customer care executives should be more efficient in handling the customer and also
more friendly and polite their conversation, while dealing with the customer.
After sales service is required to be maintained properly, which is not up to the mark
Call rates is affordable so it should be maintained at this level.
Many people are using mobile, but majority of them are not aware of the technology they
are using. Many tines it happens that a person doesnt knowwhich technology satisfied his
need. Hence awareness should be created among them regarding advantages and
differences in the technology.
Supplementary facilities like call wait, call forward, call hold, call divert, call conference
should be made more effective to attract customers.
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CONCLUSION
After analysis and interpretation of the data it can be concluded that Tata
Docomo is providing a broad range of various schemes ranging from international calling
to hello tunes. 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 competitors.
Awareness of the Tata Docomo is spreading widely among people due to their
promotional activities. Buyers are now insisting for cheaper plans or threatening to opt
out.
Majority of the customers are satisfied with the services of the Tata Docomo
and they are not ready to switch on to other service providers.
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ANNEXURE
Questionnaire
Personal details:
Name:
Address:
Occupation:
Gender: Male ( ) Female ( )
Q.1) Are you using mobile?
a) Yes b) No
Q.2) Does it really matter whether you go for GSM or CDMA?
a) Yes b) No
Q.3) How would you rate the voice quality of your GSM mobile connection?
a) Excellent b) Good
c) Average d) Bad
e) Worst
Q.4) How would you rate network coverage strength on GSM mobile connection?
a) Excellent b) Good
c) Average d) Bad
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e) Worst
Q.5) How would you rate supplementary facilities like call wait, call hold, callforward, call divert, call conference on GSM mobile connection?
a) Excellent b) Good
c) Average d) Bad
e) Worst
Q.6) How would you rate internet connectivity and data transfer service on GSM?
a) Excellent b) Good
c) Average d) Bad
e) Worst
Q.7) How would you rate security and confidentiality regarding call theft on GSM
mobile connection?
a) Excellent b) Good
c) Average d) Bad
e) Worst
Q.8) How would you rate dual personal and business number facility on GSM mobile
connection?
a) Excellent b) Good
c) Average d) Bad
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e) Worst
Q.9) How would you rate tariff rate of your Tata Docomo prepaid connection?
a) Excellent b) Good
c) Average d) Bad
e) Worst
Q.10) How would you rate STD tariff plans of Tata Docomo communication?
a) Excellent b) Good
c) Average d) Bad
e) Worst
Q.11) How would you rate the customer care service of Tata Docomo mobile
connection?
a) Excellent b) Good
c) Average d) Bad
e) Worst
Q.12) According to you what is the biggest strength of GSM mobile?
a) Voice clarityb) Cheaper internet facilities with less expensive handsetsc) Cheaper handsets with more features.d) Less chances of handset theft.
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Q.13) According to you what is the biggest weakness of GSM mobile?
a)Less flexibility of changing service provider.
b)International roaming very limited.
Q.14) Based on your experience with GSM technology are you likely to recommend
GSM technology to your friends and relatives who may be planning to purchase a
new mobile?
a) Yes b) No c) Cant say
Q.15) Is Tata Docomo prepaid voucher easily available at retailer outlet?
a) Yesb) Noc) Sometimes not available
Q.16) How would you rate international roaming facility on GSM mobile
connection?
a) Excellent b) Good
c) Average d) Bad
e) Worst
Q.17) Introduction about Tata Docomo is through
a)Family b)Friends c)Media
-
8/12/2019 Study of dfsdTata Docomo
73/74
Q.18) Attractiveness of customers towards Tata Docomo
a) Yes b)No
Q.19) Opinion regarding tariff plan offer by TATA DOCOMO.
a) Average
b) Good c) Excellent
Q.20) Opinion towards paisa/second pulse
a) Satisfied b) Strongly
c) Dissatisfied d) strongly dissatisfied
Q.21) Suggest others to take Tata Docomo
a) Yes b) No
Q.22) Connectivity of Tata Docomo
a) Excellent b)Average c)Good
Q.23) Awareness of Tata Docomo
a) Yes b) No
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8/12/2019 Study of dfsdTata Docomo
74/74
WEBLIOGRAPHY:
www.tatadocomo.com www.mobilenetwork.com www.divein.tatadocomo.com www.fonearena.com
BIBLIOGRAPHY:
Digit (monthly magazine) Times Of India Hindustan Times
http://www.tatadocomo.com/http://www.mobilenetwork.com/http://www.divein.tatadocomo.com/http://www.divein.tatadocomo.com/http://www.mobilenetwork.com/http://www.tatadocomo.com/