Description
Study of TATA DOCOMO
STUDY OF TATA DOCOMO PROJECT REPORT ON
“STUDY OF TATA DOCOMO”
Prepared By
DARSHAN RAVINDRANATH WATKAR
Student of
B.M.S. (Bachelor of Management Studies) 2011-12
SUBMITTED TO
UNIVERSITY OF MUMBAI AND R.E. SOCIETY’S R.P. GOGATE COLLEGE OF ARTS & SCIENCE, AND R.V. JOGALEKAR COLLEGE OF COMMERCE, RATNAGIRI
Avowal
R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
STUDY OF TATA DOCOMO I, the undersigned hereby declare that the project report titled “STUDY OF TATA DOCOMO” prepared under the guidance of Mrs.Shameem.J.Memon is an original work by me. The Findings and recommendations of the study are based on the information collected by me. The information collected by me is true to best of my knowledge.
Date: 10th September 2010. Place: Ratnagiri Darshan Ravindranath Watkar
ACKNOWLEDGEMENTS
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STUDY OF TATA DOCOMO 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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STUDY OF TATA DOCOMO
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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STUDY OF TATA DOCOMO
INDEX
SR. NO. 01 02 03 04 01 02 03 04 05 06 07 08 01 02 03 04 01 02 TOPICS CHAPTER 1 EXECUTIVE SUMMARY OBJECTIVES METHODOLOGY LIMITATIONS CHAPTER 2 HISTORY COMPANY PROFILE CUSTOMER SATISFACTION MARKETING STRATEGY AVAILABILITY PLANS COMPETITORS ANALYSIS SWOT ANALYSIS CHAPTER 3 PRESENTATION AND INTERPRETATION OF DATA FINDINGS RECOMMENDATIONS CONCLUSION CHAPTER 4 ANNEXTURE WEBLIOGRAPHY AND BIBLIOGRAPHY
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STUDY OF TATA DOCOMO
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 panIndia 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 Ratnagiri 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
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STUDY OF TATA DOCOMO 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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STUDY OF TATA DOCOMO
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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STUDY OF TATA DOCOMO
RESEARCH METHODLOGY
PRIMARY DATA: ? Data collected from sample of 200 people in Ratnagiri involved in different professions 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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STUDY OF TATA DOCOMO
LIMITATION
? Sample size was restricted to Ratnagiri 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 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. 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 cuttingedge 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!
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STUDY OF TATA DOCOMO 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 world’s leading mobile operator will work closely with Tata Teleservices Limited management and provide know- how on helping the company develop its GSM business. 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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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 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 panIndia 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 India’s 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 persecond 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% of the country’s mobile phone users.
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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.
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
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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 response to 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
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STUDY OF TATA DOCOMO rates, we will deliver satisfaction to a growing diversity of customers.
? 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.
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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 India’s knowledge workers to deliver their services globally.
STATISTICS
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STUDY OF TATA DOCOMO ? Third largest telecom network in the world. ? Largest operator in INDIA is BSNL. ? INDIA’S mobile market is the fastest growing market in the world.
? World’s leading 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 wide range 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.
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?
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 the human 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 that will unite all of the above advances and many more, to create a world where 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 market share 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 is a 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 product’s 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 persona’s feeling of the pleasure or disappointment. It is resulting from comparing a product’s 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
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STUDY OF TATA DOCOMO 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 today’s most successful companies are raising expectation and delivering performances to match. These companies are aiming at TCS- Total customer Satisfaction. 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.
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STUDY OF TATA DOCOMO ?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.
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
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STUDY OF TATA DOCOMO hasn’t been paying attention and needs to have it explained again? From a customer’s 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 operators are 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 Docomo’s 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 4P’S OF MARKETING 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.
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PRICE:
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 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 ‘and newspapers. Due to that reason it was reaching public very fast.
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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 Docomo’s 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. Now while this plan might sound unique, it isn’t that it hasn’t 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.
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STUDY OF TATA DOCOMO 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 over – Tata 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 payper-minute and pay-per-call pricing plans as well which has made them one of the fastest growing Mobile companies in India.
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STUDY OF TATA DOCOMO 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.
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 caveat – If you thought it was valid for unlimited use…it 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.
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STUDY OF TATA DOCOMO “Per Character” SMS Pricing On 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-thecharacter”, 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-persecond 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 DOCOMO’s unique Keep It 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 consumer’s 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.
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STUDY OF TATA DOCOMO 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
R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
STUDY OF TATA DOCOMO 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 and Reliance 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. Reliance Communications 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.
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STUDY OF TATA DOCOMO
CALL RATES:
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STUDY OF TATA DOCOMO
Market Competitors of Tata Docomo:
? Airtel ? Reliance Communication ? BSNL ? Idea ? Aircel ? Vodafone
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STUDY OF TATA DOCOMO ?
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
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STUDY OF TATA DOCOMO
?Western Uttar Pradesh ?Punjab
?Rajasthan ,Recently Launched Aand Rest of West Bengal,
Recently Launched.
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STUDY OF TATA DOCOMO
PLANS
Tata DOCOMO Daily Plans. When every day is different, why have a fixed plan? A brand 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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STUDY OF TATA DOCOMO
Product options:-
Daily Rental Packs (Rs.2)
• • • • • • • 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 • • • • • • •
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 •
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
Tata DOCOMO Network. • 30 local minutes @ Rs.12 across
Networks. • • 30 local/National minutes @ Rs.14 10 Local/National minutes @ Rs.5
a. GPRS 10MB Free Browsing @ Rs.5 only. • •
World Calling 10 minutes to USA/Canada @ Rs.20 5 minutes to USA/Canada @ Rs.10
a. Entertainment a. Cricket R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
STUDY OF TATA DOCOMO
15 minutes FREE music @ Rs.5
Cricket Alerts @ Rs.5/day
Terms and Conditions:
? Daily implies active till 12 midnight on the same day of pack
activation. Ex: A subscriber activated the pack on 25th Feb'10 then the pack with daily validity will expire at midnight of 25th Feburary'10#.
? In case on night packs the expiry of the pack will be 7 am of the next
day of activation of the pack. Ex: A subscriber activated the night pack on 25th Feb'10 then the pack with daily validity will expire at 7 am of 26th Feburary'10#. ? The pack will get activated maximum within 2 hrs of request receipt on the system. You will get an automated confirmation SMS once the same is configured on our systems.
? You can activate multiple packs in a day.
Pay Per Site Packs
ay Per Site Combo Packs Mail Combo ‘Social Networking Sites’ Combo
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Type
MRP(Rs.)
Validity (Days)
GPRS free Usage 500MB 500MB
Mail SNS
25 25
30 30
STUDY OF TATA DOCOMO Mail Packs Gmail+GTalk Rediffmail Yahoo Mail + Yahoo Messenger 'Social Networking Sites’ Packs Facebook SNS 10 Twitter SNS 10 LinkedIN SNS 10 Orkut SNS 10 Nimbuzz SNS 10
Mail Mail Mail
10 10 10
30 30 30
200MB 200MB 200MB
30 30 30 30 30
200MB 200MB 200MB 200MB 200MB
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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STUDY OF TATA DOCOMO
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 mobile phone 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
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STUDY OF TATA DOCOMO
• 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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STUDY OF TATA DOCOMO
•
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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STUDY OF TATA DOCOMO
Airtel vs Tata Docomo
? The equal competitors are coming up with their new tariffs, plans,
special packs and their varying 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 pay per second which has brought out a massive revolution in the market.
? On 30th Oct the leading mobile service provider Bharti Airtel
launched their much awaited “Pay per 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 to different network makes confusion and remains unstable. But Docomo’s 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 sms being 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.
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STUDY OF TATA DOCOMO
? Package activation of Airtel ranges from Rs.64 to Rs.99 and varies
from circle to circle. Docomo’s 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 to other 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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STUDY OF TATA DOCOMO
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.
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STUDY OF TATA DOCOMO ? Concentrating only on rural areas. 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 the customers.
?
Tata has to clarify whether this 1ps/sec will continue till its lifecycle.
? Heavy competition from all other network providers.
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STUDY OF TATA DOCOMO
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
Q.1) Are you using mobile?
ANSWERS
NO.OF RESPONDENTS
PERCENTAGE % 96
a
YES
192
b
NO
8
4
Interpretation
The above graph shows that 96.5%people are using mobile and 3.5% people are not using mobile.
Q.2) Does it really matter whether you go for GSM or CDMA?
ANSWER
NO.OF RESPONDENTS
PERCENTAGE %
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STUDY OF TATA DOCOMO a b YES NO 167 33 83.5 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.
Q.3) How would you rate the voice clarity of your GSM mobile connection?
ANSWER a b c d e Excellent Good Average Bad Worst NO.OF RESPONDENTS 32 113 43 9 3 PERCENTAGE % 16 56.5 21.5 4.5 1.5
Interpretation
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STUDY OF TATA DOCOMO 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.
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STUDY OF TATA DOCOMO
Q.4) How would you rate network coverage strength on
ANSWER a b c d e Excellent Good Average Bad Worst NO.OF RESPONDENTS 93 63 34 10 0 PERCENTAGE % 46.5 31.5 17 5 0
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.
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STUDY OF TATA DOCOMO
Q.5) How would you rate supplementary facilities like call wait, call hold, call forward, call divert, call conference on GSM mobile connection?
ANSWER a b c d e Excellent Good Average Bad Worst NO.OF RESPONDENTS 48 76 68 8 0 PERCENTAGE % 24 38 34 4 0
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STUDY OF TATA DOCOMO
Interpretation
24% users are highly satisfied, 38% are satisfied, 34% are find it average
Q.6) How would you rate the Internet connectivity and
The above graphs shows the satisfaction level of GSM mobile users .
data are dissatisfied with supplementary services offered to them. and 4% transfer service on GSM?
ANSWER
a
NO.OF RESPONDENTS 60 77 45
PERCENTAGE % 30 38.5 22.5
Excellent Good Average
b
c
d
Bad
13
36.5
e
Worst
5
2.5
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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STUDY OF TATA DOCOMO
Q.7) How would you rate security and confidentiality regarding call theft on GSM mobile connection?
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STUDY OF TATA DOCOMO ANSWER a b c d e Excellent Good Average Bad Worst NO.OF RESPONDENTS 25 79 75 16 5 PERCENTAGE % 12.5 39.5 37.5 8 2.5
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.
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STUDY OF TATA DOCOMO
Q.8) How would you rate dual personal and business
ANSWER a b c d e Excellent Good Average Bad Worst NO.OF RESPONDENTS 20 84 73 19 4 PERCENTAGE % 10 42 36.5 9.5 2
number facility on GSM mobile connection?
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STUDY OF TATA DOCOMO
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.
Q.9) How would you rate tariff rate of your Tata Docomo prepaid connection?
ANSWER a b c d e Excellent Good Average Bad Worst NO.OF RESPONDENTS 15 65 85 25 10 PERCENTAGE 7.5 32.5 42.5 12.5 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.
Q10.) How would you rate STD tariff plans of Tata Docomo communication?
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STUDY OF TATA DOCOMO ANSWER a b c d e Excellent Good Average Bad Worst NO.OF RESPONDENTS 75 85 35 5 0 PERCENTAGE % 37.5 42.5 17.5 2.5 0
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. Q.11) How would you rate the customer care service of Tata Docomo mobile connection? ANSWER a b c d e Excellent Good Average Bad Worst NO.OF RESPONDENTS 17 35 74 46 28 PERCENTAG E% 8.5 17.5 37 23 14
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STUDY OF TATA DOCOMO
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.
Q.12) According to you what is the biggest strength of GSM mobile?
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STUDY OF TATA DOCOMO
Interpretation
ANSWE R a b Voice clarity Cheaper internet facilities with less expensive c handsets Cheaper handset with more d features Less chances of handset theft 34 17 48 24 NO.OF RESPONDENT S 62 56 31 28 PERCENTAG E%
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STUDY OF TATA DOCOMO 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.
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STUDY OF TATA DOCOMO Q13) According to you what is the biggest weakness of GSM mobile?
ANSWER
NO.OF RESPONDENTS
PERCENTAGE % 39.5
A
Less flexibility of changing service provider
79
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.
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STUDY OF TATA DOCOMO 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 b C
Yes No Can’t say
89 41 70
44.5 20.5 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.
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STUDY OF TATA DOCOMO Q15) Is Tata Docomo prepaid voucher easily available at retailer outlet?
ANSWER
NO.OF RESPONDENTS
PERCENTAGE
a b C
Yes No Sometimes not available
102 46 52
51 23 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. Q16.) How would you rate international roaming facility on GSM mobile connection?
ANSWER a b Excellent Good
NO.OF RESPONDENTS 15 44
PERCENTAGE % 7.5 22
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STUDY OF TATA DOCOMO c d e Average Bad Worst 50 56 35 25 28 17.5
Interpretation
Majority of people find international roaming facility is not satisfactory.22% find its good 28% find it’s not satisfactory. Q.17) Information about TATA DOCOMO is through?
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STUDY OF TATA DOCOMO
Q18) Attractiveness of customers towards TATA DOCOMO.
Q.19) Opinion regarding tariff plan offered by TATA DOCOMO.
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STUDY OF TATA DOCOMO Q.20) Opinion towards paisa/second pulse.
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STUDY OF TATA DOCOMO Q.21) Suggest others to take TATA DOCOMO.
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STUDY OF TATA DOCOMO
Q.22) Connectivity of TATA DOCOMO.
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STUDY OF TATA DOCOMO
Q.23) Awareness of TATA DOCOMO.
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STUDY OF TATA DOCOMO
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.
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STUDY OF TATA DOCOMO
? 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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STUDY OF TATA DOCOMO
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 company’s 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.
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STUDY OF TATA DOCOMO
? 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 doesn’t know which 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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STUDY OF TATA DOCOMO
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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STUDY OF TATA DOCOMO
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 c) Average e) Worst b) Good d) Bad
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STUDY OF TATA DOCOMO Q.4) How would you rate network coverage strength on GSM mobile connection? a) Excellent c) Average e) Worst b) Good d) Bad
Q.5) How would you rate supplementary facilities like call wait, call hold, call forward, call divert, call conference on GSM mobile connection? a) Excellent c) Average e) Worst b) Good d) Bad
Q.6) How would you rate internet connectivity and data transfer service on GSM? a) Excellent c) Average e) Worst b) Good d) Bad
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STUDY OF TATA DOCOMO Q.7) How would you rate security and confidentiality regarding call theft on GSM mobile connection? a) Excellent c) Average e) Worst Q.8) How would you rate dual personal and business number facility on GSM mobile connection? a) Excellent c) Average e) Worst Q.9) How would you rate tariff rate of your Tata Docomo prepaid connection? a) Excellent c) Average e) Worst b) Good d) Bad b) Good d) Bad b) Good d) Bad
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STUDY OF TATA DOCOMO Q.10) How would you rate STD tariff plans of Tata Docomo communication? a) Excellent c) Average e) Worst Q.11) How would you rate the customer care service of Tata Docomo mobile connection? a) Excellent c) Average e) Worst Q.12) According to you what is the biggest strength of GSM mobile? a) Voice clarity b) Cheaper internet facilities with less expensive handsets c) Cheaper handsets with more features. d) Less chances of handset theft. b) Good d) Bad b) Good d) Bad
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STUDY OF TATA DOCOMO 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) Can’t say
Q.15) Is Tata Docomo prepaid voucher easily available at retailer outlet? a) Yes b) No c) Sometimes not available Q.16) How would you rate international roaming facility on GSM mobile connection? a) Excellent c) Average e) Worst b) Good d) Bad
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STUDY OF TATA DOCOMO Q.17) Introduction about Tata Docomo is through a)Family b)Friends c)Media
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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STUDY OF TATA DOCOMO
WEBLIOGRAPHY:
? ? ?
www.tatadocomo.com www.mobilenetwork.com www.divein.tatadocomo.com
? www.fonearena.com
BIBLIOGRAPHY: ? Digit (monthly magazine) ? Times Of India ? Hindustan Times
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doc_526456098.docx
Study of TATA DOCOMO
STUDY OF TATA DOCOMO PROJECT REPORT ON
“STUDY OF TATA DOCOMO”
Prepared By
DARSHAN RAVINDRANATH WATKAR
Student of
B.M.S. (Bachelor of Management Studies) 2011-12
SUBMITTED TO
UNIVERSITY OF MUMBAI AND R.E. SOCIETY’S R.P. GOGATE COLLEGE OF ARTS & SCIENCE, AND R.V. JOGALEKAR COLLEGE OF COMMERCE, RATNAGIRI
Avowal
R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
STUDY OF TATA DOCOMO I, the undersigned hereby declare that the project report titled “STUDY OF TATA DOCOMO” prepared under the guidance of Mrs.Shameem.J.Memon is an original work by me. The Findings and recommendations of the study are based on the information collected by me. The information collected by me is true to best of my knowledge.
Date: 10th September 2010. Place: Ratnagiri Darshan Ravindranath Watkar
ACKNOWLEDGEMENTS
R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
STUDY OF TATA DOCOMO 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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STUDY OF TATA DOCOMO
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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STUDY OF TATA DOCOMO
INDEX
SR. NO. 01 02 03 04 01 02 03 04 05 06 07 08 01 02 03 04 01 02 TOPICS CHAPTER 1 EXECUTIVE SUMMARY OBJECTIVES METHODOLOGY LIMITATIONS CHAPTER 2 HISTORY COMPANY PROFILE CUSTOMER SATISFACTION MARKETING STRATEGY AVAILABILITY PLANS COMPETITORS ANALYSIS SWOT ANALYSIS CHAPTER 3 PRESENTATION AND INTERPRETATION OF DATA FINDINGS RECOMMENDATIONS CONCLUSION CHAPTER 4 ANNEXTURE WEBLIOGRAPHY AND BIBLIOGRAPHY
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STUDY OF TATA DOCOMO
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 panIndia 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 Ratnagiri 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
R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
STUDY OF TATA DOCOMO 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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STUDY OF TATA DOCOMO
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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STUDY OF TATA DOCOMO
RESEARCH METHODLOGY
PRIMARY DATA: ? Data collected from sample of 200 people in Ratnagiri involved in different professions 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.
R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
STUDY OF TATA DOCOMO
LIMITATION
? Sample size was restricted to Ratnagiri 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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STUDY OF TATA DOCOMO
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 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. 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 cuttingedge 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!
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STUDY OF TATA DOCOMO 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 world’s leading mobile operator will work closely with Tata Teleservices Limited management and provide know- how on helping the company develop its GSM business. 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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STUDY OF TATA DOCOMO
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 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 panIndia 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 India’s 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 persecond 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% of the country’s mobile phone users.
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STUDY OF TATA DOCOMO
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.
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
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STUDY OF TATA DOCOMO
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 response to 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
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STUDY OF TATA DOCOMO rates, we will deliver satisfaction to a growing diversity of customers.
? 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.
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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 India’s knowledge workers to deliver their services globally.
STATISTICS
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STUDY OF TATA DOCOMO ? Third largest telecom network in the world. ? Largest operator in INDIA is BSNL. ? INDIA’S mobile market is the fastest growing market in the world.
? World’s leading 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 wide range 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.
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STUDY OF TATA DOCOMO
?
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 the human 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 that will unite all of the above advances and many more, to create a world where 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 market share respectively. ? PRICE
•
It having attractive tariff plan: TATA DOCOMO having 1paisa /sec it is applicable for both prepaid and postpaid
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STUDY OF TATA DOCOMO
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STUDY OF TATA DOCOMO
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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STUDY OF TATA DOCOMO
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 is a 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 product’s 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 persona’s feeling of the pleasure or disappointment. It is resulting from comparing a product’s 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
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STUDY OF TATA DOCOMO 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 today’s most successful companies are raising expectation and delivering performances to match. These companies are aiming at TCS- Total customer Satisfaction. 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.
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STUDY OF TATA DOCOMO ?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.
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
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STUDY OF TATA DOCOMO hasn’t been paying attention and needs to have it explained again? From a customer’s 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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STUDY OF TATA DOCOMO
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 operators are 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 Docomo’s 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 4P’S OF MARKETING 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.
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PRICE:
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 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 ‘and newspapers. Due to that reason it was reaching public very fast.
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STUDY OF TATA DOCOMO
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 Docomo’s 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. Now while this plan might sound unique, it isn’t that it hasn’t 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.
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STUDY OF TATA DOCOMO 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 over – Tata 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 payper-minute and pay-per-call pricing plans as well which has made them one of the fastest growing Mobile companies in India.
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STUDY OF TATA DOCOMO 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.
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 caveat – If you thought it was valid for unlimited use…it 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.
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STUDY OF TATA DOCOMO “Per Character” SMS Pricing On 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-thecharacter”, 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-persecond 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 DOCOMO’s unique Keep It 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 consumer’s 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.
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STUDY OF TATA DOCOMO This campaign is simple, captures the various moods of Ranbir depicting those of Tata DOCOMO
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STUDY OF TATA DOCOMO
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
R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
STUDY OF TATA DOCOMO 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 and Reliance 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. Reliance Communications 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.
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STUDY OF TATA DOCOMO
CALL RATES:
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STUDY OF TATA DOCOMO
Market Competitors of Tata Docomo:
? Airtel ? Reliance Communication ? BSNL ? Idea ? Aircel ? Vodafone
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STUDY OF TATA DOCOMO ?
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
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STUDY OF TATA DOCOMO
?Western Uttar Pradesh ?Punjab
?Rajasthan ,Recently Launched Aand Rest of West Bengal,
Recently Launched.
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STUDY OF TATA DOCOMO
PLANS
Tata DOCOMO Daily Plans. When every day is different, why have a fixed plan? A brand 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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STUDY OF TATA DOCOMO
Product options:-
Daily Rental Packs (Rs.2)
• • • • • • • 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 • • • • • • •
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 •
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
Tata DOCOMO Network. • 30 local minutes @ Rs.12 across
Networks. • • 30 local/National minutes @ Rs.14 10 Local/National minutes @ Rs.5
a. GPRS 10MB Free Browsing @ Rs.5 only. • •
World Calling 10 minutes to USA/Canada @ Rs.20 5 minutes to USA/Canada @ Rs.10
a. Entertainment a. Cricket R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
STUDY OF TATA DOCOMO
15 minutes FREE music @ Rs.5
Cricket Alerts @ Rs.5/day
Terms and Conditions:
? Daily implies active till 12 midnight on the same day of pack
activation. Ex: A subscriber activated the pack on 25th Feb'10 then the pack with daily validity will expire at midnight of 25th Feburary'10#.
? In case on night packs the expiry of the pack will be 7 am of the next
day of activation of the pack. Ex: A subscriber activated the night pack on 25th Feb'10 then the pack with daily validity will expire at 7 am of 26th Feburary'10#. ? The pack will get activated maximum within 2 hrs of request receipt on the system. You will get an automated confirmation SMS once the same is configured on our systems.
? You can activate multiple packs in a day.
Pay Per Site Packs
ay Per Site Combo Packs Mail Combo ‘Social Networking Sites’ ComboR. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
Type
MRP(Rs.)
Validity (Days)
GPRS free Usage 500MB 500MB
Mail SNS
25 25
30 30
STUDY OF TATA DOCOMO Mail Packs Gmail+GTalk Rediffmail Yahoo Mail + Yahoo Messenger 'Social Networking Sites’ Packs Facebook SNS 10 Twitter SNS 10 LinkedIN SNS 10 Orkut SNS 10 Nimbuzz SNS 10
Mail Mail Mail
10 10 10
30 30 30
200MB 200MB 200MB
30 30 30 30 30
200MB 200MB 200MB 200MB 200MB
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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STUDY OF TATA DOCOMO
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 mobile phone 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
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STUDY OF TATA DOCOMO
• 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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STUDY OF TATA DOCOMO
Airtel vs Tata Docomo
? The equal competitors are coming up with their new tariffs, plans,
special packs and their varying 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 pay per second which has brought out a massive revolution in the market.
? On 30th Oct the leading mobile service provider Bharti Airtel
launched their much awaited “Pay per 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 to different network makes confusion and remains unstable. But Docomo’s 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 sms being 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.
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STUDY OF TATA DOCOMO
? Package activation of Airtel ranges from Rs.64 to Rs.99 and varies
from circle to circle. Docomo’s 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 to other 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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STUDY OF TATA DOCOMO
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.
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STUDY OF TATA DOCOMO ? Concentrating only on rural areas. 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 the customers.
?
Tata has to clarify whether this 1ps/sec will continue till its lifecycle.
? Heavy competition from all other network providers.
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PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
Q.1) Are you using mobile?
ANSWERS
NO.OF RESPONDENTS
PERCENTAGE % 96
a
YES
192
b
NO
8
4
Interpretation
The above graph shows that 96.5%people are using mobile and 3.5% people are not using mobile.
Q.2) Does it really matter whether you go for GSM or CDMA?
ANSWER
NO.OF RESPONDENTS
PERCENTAGE %
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STUDY OF TATA DOCOMO a b YES NO 167 33 83.5 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.
Q.3) How would you rate the voice clarity of your GSM mobile connection?
ANSWER a b c d e Excellent Good Average Bad Worst NO.OF RESPONDENTS 32 113 43 9 3 PERCENTAGE % 16 56.5 21.5 4.5 1.5
Interpretation
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STUDY OF TATA DOCOMO 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.
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Q.4) How would you rate network coverage strength on
ANSWER a b c d e Excellent Good Average Bad Worst NO.OF RESPONDENTS 93 63 34 10 0 PERCENTAGE % 46.5 31.5 17 5 0
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.
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STUDY OF TATA DOCOMO
Q.5) How would you rate supplementary facilities like call wait, call hold, call forward, call divert, call conference on GSM mobile connection?
ANSWER a b c d e Excellent Good Average Bad Worst NO.OF RESPONDENTS 48 76 68 8 0 PERCENTAGE % 24 38 34 4 0
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STUDY OF TATA DOCOMO
Interpretation
24% users are highly satisfied, 38% are satisfied, 34% are find it average
Q.6) How would you rate the Internet connectivity and
The above graphs shows the satisfaction level of GSM mobile users .
data are dissatisfied with supplementary services offered to them. and 4% transfer service on GSM?
ANSWER
a
NO.OF RESPONDENTS 60 77 45
PERCENTAGE % 30 38.5 22.5
Excellent Good Average
b
c
d
Bad
13
36.5
e
Worst
5
2.5
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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STUDY OF TATA DOCOMO
Q.7) How would you rate security and confidentiality regarding call theft on GSM mobile connection?
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STUDY OF TATA DOCOMO ANSWER a b c d e Excellent Good Average Bad Worst NO.OF RESPONDENTS 25 79 75 16 5 PERCENTAGE % 12.5 39.5 37.5 8 2.5
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.
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STUDY OF TATA DOCOMO
Q.8) How would you rate dual personal and business
ANSWER a b c d e Excellent Good Average Bad Worst NO.OF RESPONDENTS 20 84 73 19 4 PERCENTAGE % 10 42 36.5 9.5 2
number facility on GSM mobile connection?
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STUDY OF TATA DOCOMO
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.
Q.9) How would you rate tariff rate of your Tata Docomo prepaid connection?
ANSWER a b c d e Excellent Good Average Bad Worst NO.OF RESPONDENTS 15 65 85 25 10 PERCENTAGE 7.5 32.5 42.5 12.5 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.
Q10.) How would you rate STD tariff plans of Tata Docomo communication?
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STUDY OF TATA DOCOMO ANSWER a b c d e Excellent Good Average Bad Worst NO.OF RESPONDENTS 75 85 35 5 0 PERCENTAGE % 37.5 42.5 17.5 2.5 0
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. Q.11) How would you rate the customer care service of Tata Docomo mobile connection? ANSWER a b c d e Excellent Good Average Bad Worst NO.OF RESPONDENTS 17 35 74 46 28 PERCENTAG E% 8.5 17.5 37 23 14
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STUDY OF TATA DOCOMO
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.
Q.12) According to you what is the biggest strength of GSM mobile?
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STUDY OF TATA DOCOMO
Interpretation
ANSWE R a b Voice clarity Cheaper internet facilities with less expensive c handsets Cheaper handset with more d features Less chances of handset theft 34 17 48 24 NO.OF RESPONDENT S 62 56 31 28 PERCENTAG E%
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STUDY OF TATA DOCOMO 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.
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STUDY OF TATA DOCOMO Q13) According to you what is the biggest weakness of GSM mobile?
ANSWER
NO.OF RESPONDENTS
PERCENTAGE % 39.5
A
Less flexibility of changing service provider
79
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.
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STUDY OF TATA DOCOMO 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 b C
Yes No Can’t say
89 41 70
44.5 20.5 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.
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STUDY OF TATA DOCOMO Q15) Is Tata Docomo prepaid voucher easily available at retailer outlet?
ANSWER
NO.OF RESPONDENTS
PERCENTAGE
a b C
Yes No Sometimes not available
102 46 52
51 23 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. Q16.) How would you rate international roaming facility on GSM mobile connection?
ANSWER a b Excellent Good
NO.OF RESPONDENTS 15 44
PERCENTAGE % 7.5 22
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STUDY OF TATA DOCOMO c d e Average Bad Worst 50 56 35 25 28 17.5
Interpretation
Majority of people find international roaming facility is not satisfactory.22% find its good 28% find it’s not satisfactory. Q.17) Information about TATA DOCOMO is through?
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STUDY OF TATA DOCOMO
Q18) Attractiveness of customers towards TATA DOCOMO.
Q.19) Opinion regarding tariff plan offered by TATA DOCOMO.
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STUDY OF TATA DOCOMO Q.20) Opinion towards paisa/second pulse.
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STUDY OF TATA DOCOMO Q.21) Suggest others to take TATA DOCOMO.
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STUDY OF TATA DOCOMO
Q.22) Connectivity of TATA DOCOMO.
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STUDY OF TATA DOCOMO
Q.23) Awareness of TATA DOCOMO.
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STUDY OF TATA DOCOMO
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.
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STUDY OF TATA DOCOMO
? 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 company’s 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.
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STUDY OF TATA DOCOMO
? 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 doesn’t know which 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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STUDY OF TATA DOCOMO
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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STUDY OF TATA DOCOMO
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 c) Average e) Worst b) Good d) Bad
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STUDY OF TATA DOCOMO Q.4) How would you rate network coverage strength on GSM mobile connection? a) Excellent c) Average e) Worst b) Good d) Bad
Q.5) How would you rate supplementary facilities like call wait, call hold, call forward, call divert, call conference on GSM mobile connection? a) Excellent c) Average e) Worst b) Good d) Bad
Q.6) How would you rate internet connectivity and data transfer service on GSM? a) Excellent c) Average e) Worst b) Good d) Bad
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STUDY OF TATA DOCOMO Q.7) How would you rate security and confidentiality regarding call theft on GSM mobile connection? a) Excellent c) Average e) Worst Q.8) How would you rate dual personal and business number facility on GSM mobile connection? a) Excellent c) Average e) Worst Q.9) How would you rate tariff rate of your Tata Docomo prepaid connection? a) Excellent c) Average e) Worst b) Good d) Bad b) Good d) Bad b) Good d) Bad
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STUDY OF TATA DOCOMO Q.10) How would you rate STD tariff plans of Tata Docomo communication? a) Excellent c) Average e) Worst Q.11) How would you rate the customer care service of Tata Docomo mobile connection? a) Excellent c) Average e) Worst Q.12) According to you what is the biggest strength of GSM mobile? a) Voice clarity b) Cheaper internet facilities with less expensive handsets c) Cheaper handsets with more features. d) Less chances of handset theft. b) Good d) Bad b) Good d) Bad
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STUDY OF TATA DOCOMO 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) Can’t say
Q.15) Is Tata Docomo prepaid voucher easily available at retailer outlet? a) Yes b) No c) Sometimes not available Q.16) How would you rate international roaming facility on GSM mobile connection? a) Excellent c) Average e) Worst b) Good d) Bad
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STUDY OF TATA DOCOMO Q.17) Introduction about Tata Docomo is through a)Family b)Friends c)Media
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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STUDY OF TATA DOCOMO
WEBLIOGRAPHY:
? ? ?
www.tatadocomo.com www.mobilenetwork.com www.divein.tatadocomo.com
? www.fonearena.com
BIBLIOGRAPHY: ? Digit (monthly magazine) ? Times Of India ? Hindustan Times
R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.
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