Page |1

EXECUTIVE SUMMARY
TATA DOCOMO is Tata Teleservices Limited's TTSL telecom service on the GSM platform arising o t of the Tata Gro p's strategic alliance !ith "apanese telecom ma#or $TT DOCOMO in $ovem%er &''() Tata Teleservices has received a pan*+ndia license to operate GSM telecom services, nder the %rand TATA DOCOMO and has also %een allotted spectr m in 1( telecom Circles) TTSL and has alread- rolled o t its services in vario s circles) +ndia is the fastest gro!ing ma#or mo%ile mar.et in the !orld )/ ilding on leading position in the mar.et, TTSL) Aims to capitali0e on the gro!th potential to significantl- increase the s %scri%er %ase and mar.et share) The telecom sector is increasing da- %- da- and the competition is getting more and to gher) +nitiall- Tata service !as providing CDMA and after tie p !ith DOCOMO the- come p in GSM as TATA DOCOMO) The pro#ect is a%o t st d- on Tata Docomo1s pop larit- among +ndian mo%ile sers) As the title s ggest, ho! the Tata Docomo is pop larised among indian mo%ile sers) The primar- o%#ective of this research pro#ect is to find the accepta%ilit- and demand for TATA DOCOMO and to find o t the reasons !h- sers prefer anpartic lar technolog-) The second o%#ective !as to st d- the ni2 e feat res and services offered %- TATA DOCOMO)

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

Page |&

INTRODUCTION

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

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OBJECTIVE OF THE PROJECT

The objectives o this st!"#$%&oject 's o((o)s*

To st d- the schemes and services provided %- TATA DOCOMO) To st d- the vario s tariffs charged %- TATA DOCOMO) To st d- the ni2 e feat res and services offered %- TATA DOCOMO) To st d- the a!areness of TATA DOCOMO among +ndian people) To st d- the S5OT anal-sis of TATA DOCOMO) To .no! the impact of promotional activities on the p rchasing %ehavior of the % -er) To st d- the accepta%ilit- and demand for the TATA DOCOMO) To st d- the C stomer satisfaction level regarding the services provided %- TATA DOCOMO)

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

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RESEARCH METHOD+O,Y
PRIMARY DATA*
Data collected %- visiting Tata Docomo 7etail Shop)

SECONDARY DATA* Data Collected from +nternet) +nformation received from vario s pamphlets, %roch res and #o rnals of Docomo) Tata

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

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HISTORY AND ORI,IN OF TATA DOCOMO

Tata Teleservices Limited no! also has a presence in the GSM space, thro gh its #oint vent re !ith $TT DOCOMO of "apan, and offers differentiated prod cts and services nder the TATA DOCOMO %rand name) TATA DOCOMO arises o t of the TATA G7O3P1S strategic alliance !ith "apanese telecom ma#or $TT DOCOMO in $ovem%er &''() TATA DOCOMO has received a pan*+ndia license to operate GSM telecom services and has also %een allotted spectr m in 1( telecom Circles) The compan- has rolled o t GSM services in 16 of +ndia1s && telecom Circles in a 2 ic. span of nder si9 months) The compan- plans to la nch pan*+ndia operations %- the end of :; &''<*1') TATA DOCOMO mar.s a significant milestone in the +ndian telecom landscape, and has alread- redefined the ver- face of telecoms in +ndia, %eing the first to pioneer the per* second tariff option*part of its =Pa- for 5hat ;o 3se1 pricing paradigm) To.-o*%ased $TT DOCOMO is one of the !orld1s leading mo%ile operators* in the "apanese mar.et, the compan- is the clear mar.et leader, sed %- over 8'> of the co ntr-1s mo%ile phone sers)

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

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+ITERATURE REVIE-

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

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COMPANY OVERVIEA As a partnership of t!o pioneering %rands, TATA DOCOMO promises to deliver relevant ne! applications and services that !ill ma.e ever-da- life simpler and more en#o-a%le for the cons mer) +n a mar.et that is cl ttered !ith man- operators and conf sing options, !e !ill offer simplicit- to cons mers %- %eing the co ntr-'s most transparent, innovative and li%erating telecom %rand)B . Dee%'/ ,!('ti0 P&esi"e1t0 ,SM B!si1ess0 T't' Te(ese&vices +i2ite"0 i1 J!1e 34456 On " ne 1', &''<, Tata Teleservices Limited CTata TeleservicesD, a CDMA mo%ile service provider in +ndia, and $TT DoCoMo +nc) CDoCoMoD, a "apan*%ased mo%ile phone operator, nveiled a ne! %rand identit- for their GSM service * Tata DoCoMo) Commenting on the ne! %rand identit-, Anil Sardana CSardanaD, Managing Director of Tata Teleservices said, BTATA DOCOMO is a nat ral choice of GSM %rand*name for s, since it !ill provide c stomers a d al advantage*tr sted service from the Eo se of Tata, riding on the technological s periorit- of $TT DOCOMO)B DoCoMo !as fo nded in A g st 1<<1 as a s %sidiar- of $ippon Telegraph and Telephone Corporation C$TTD) To red ce its monopol- in the telecom sector, $TT's mo%ile comm nication net!or. !as sp n*off in 1<<& to form DoCoMo) The ne! division targeted the mo%ile cell lar service mar.et in "apan) As of March &''(, DoCoMo had a c stomer %ase of 84 million sers covering more than half of "apan's cell lar mar.et) Eo!ever, since &''?, the compan- !as losing its mar.et share d e to aggressive strategies adopted %- lo! cost competitors, primaril- Soft/an. Mo%ile Corp) that spar.ed a price !ar in the mar.et)

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

Page |(

5hen mo%ile n m%er porta%ilit- CM$PD !as introd ced in "apan in &''?, DoCoMo !as adversel- affected !ith a drop of the compan-'s mar.et share to 6<)@> DoCoMo !as also na%le to compete !ith its rivals in terms of ne! c stomer ac2 isitions)

Tata Teleservices !as incorporated in 1<<? as the telecom division of the Tata Gro p lead %- Tata Sons) +t provided CDMA service in +ndia nder the %rand 'Tata +ndicom') +ts arra- of telephon- services incl ded mo%ile services, !ire*line services, p %lic %ooth services, and !ireless des.top phones) As of &''<, it catered to aro nd 4@ million c stomers across 4&',''' to!ns and villages of +ndia) +n $ovem%er &''(, Tata Teleservices anno nced it !as entering into a "F !ith DoCoMo)

3nder the "F, DoCoMo %o ght a &? percent sta.e in Tata Teleservices for 3SG &)@ %illion) S %se2 entl-, DoCoMo made an open offer for &' percent of the o tstanding e2 it- of Tata Telecom Maharashtra Limited CTTMLD) +n addition to this, DoCoMo ac2 ired ? percent of additional shares in the compan- from the Tata Gro p)

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

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CORPORATE PHI+OSOPHY
5ith the aim of creating a ne! !orld of comm nications c lt re, !e $TT DOCOMO !ill devote all the s.ills, .no!*ho! and energ- to!ards the esta%lishment of more Bpersonal comm nicationB !ith o r c stomers that contri% te to their heartfelt satisfaction)

A $e! 5orld of Comm nications C lt re More personal comm nication

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | 1' 7elia%le access 7eal time access H*comm nication One*to*one Apersonal This gives %irth to a ne! !orld of comm nications c lt re :reedom to en#o- comm nications an-time, an-!here !ith an-one Opening of endless lifest-le hori0ons

To 'chieve this
+n order to create a !orld of more innovative and enriched comm nications, !e !ill improve service 2 alit-, aggressivel- move for!ard !ith the development of vario s services) 5e !ill also research and develop a more advanced ser*friendlcomm nications interface, and at the same time !e !ill provide these services and technologies to an ever e9panding area)

C!sto2e& S'tis 'ctio1*

Comm nications those are al!a-s read- !hen needed) Capa%ilit- to contact !homever, from !herever and !henever the c stomer desires) Eappiness that comes from heart*to*heart comm nications) /ringing c stomers another step closer to reali0ing their dreams) 7esponding to ever- c stomer !ith consideration, co rtes- and thoro ghness) Providing prod cts that give c stomers eas- and convenient access to c tting*edge f nctionalit-)

To 'chieve this
:irst and foremost, !e !ill f lfill e9pectations of c stomers %- f lfilling o r response to their needs thro gh improved service 2 alit-, % ilding original TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | 11 net!or.s, enriching f nctionalit- and e9panding the service area) +n addition, %providing an e9panding and ever*improving selection of services at ine9pensive rates, !e !ill deliver satisfaction to a gro!ing diversit- of c stomers) Ma.ing the most of the talents of each individ al in o r compan-) 7espect for the individ alit- and sense of val es that are ni2 e to each person)

/- improving o r s-stem and programs for the enhancement of h man reso rces and nif-ing o r h man reso rce development, !e !ill empo!er each individ al to e9ert their s.ills to the tmost of their capa%ilities and discover ne! potential) At the same time, !e !ill strive to create a !or.place that motivates individ als thro gh meas res s ch as improvement of the !or.ing environment and la%or conditions and enhancement of health and !elfare %enefits)

Dis&!%tive I11ov'tio1 i1 the I1"i'1 Te(eco2 I1"!st&# b# T't' Doco2o

5i.ipedia defines disr ptive innovation as an innovation that improves a prod ct or service in !a-s that the mar.et does not e9pect, t-picall- %- %eing lo!er priced or designed for a different set of cons mers) +ndian Telecom space !as ADisr ptedI %- Tata Docomo !hen the- came o t !ith a =1 paisa per second1 tariff) 5e have earlier seen ho! 7eliance +ndia Mo%ile changed the mo%ile ind str- %- coming p !ith the lo!est tariff in the %eginning of this decade) The call charges !ere aro nd 7s &*4 per min te and %eca se of 7eliance this !as %ro ght do!n to aro nd 7e 1 per min te) Tata Docomo !as the ne9t one to emplodisr ptive innovation in the +ndian mo%ile ind str-) C rrentl- the game is not pla-ed on the price front % t Fal e added services front, !hich is evident from the advertisements of Airtel CMadhavan and Fid-a /alanD and Fodafone CJoo0oosD in the past +f Aircel is redefining ho! telecom operators approach val e added services and GP7S in +ndia, TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | 1& Tata Docomo is doing its %it to change %illing practices) The #oint vent re %et!een Tata Teleservices and "apanese telecom ma#or $TT Docomo officiall- %egan rollo ts !ith a plan to invest G& %illion for its pan*+ndia GSM services)

MAR7ETIN, STRATE,IES 8 CUSTOMER SATISFACTION

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | 14

MAR7ETIN, STRATE,Y
Tata Docomo appears to %e %an.ing heavil- on its tariff plans the compan- is offering a 1 second p lse instead of the s al 1 min te p lse that other telecom operators are offering) This means that cons mers are charged on a per second %asis, instead of a per min te %asis, and end p saving mone- on n sed seconds) A nift- little application AEo! m ch can -o reall- saveI on Docomo1s !e%site e9plains ho! this !or.s) 7s) ')'1Ksecond is a mar.ed change from the 7e 1Kmin and 7s) ')6<Kmin charges that s allapplies)

MAR7ETIN, MIX
9P:S OF MAR7ETIN, MIX*
Prod ct Price Place Promotion)

PRODUCT*
TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | 16 TATA DOCOMO having good range of services) Tata Docomo provides %oth postpaid and prepaid services) Tata Docomo having good 2 alit- net!or. !hich provides claritin voice)

PRICE*
+t having attractive tariff planL TATA DOCOMO having 1paisa Ksec it is applica%le for %oth prepaid and postpaid)

P+ACE*
+t is having good range of channels of distri% tionL As Tata alread- e9ist in this field of telecomm nications as Tata +ndicom) +t has !ide range of channels of distri% tion to sell TATA DOCOMO services)

PROMOTION*
AdvertisingL TATA DOCOMO follo!ing different st-le of advertising pattern in TF =and ne!spapers) D e to that reason it !as reaching p %lic ver- fast)

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | 18

TATA DOCOMO PRICIN, STRATE,Y

Tata Docomo appears to %e %an.ing heavil- on its tariff plans the companoffers a 1 second p lse instead of the s al 1 min te p lse that other telecom operators !ere offering) This means that cons mers are charged on a per second %asis, instead of a per min te %asis, and end p saving mone- on n sed seconds) A fift- little application AHo) 2!ch c'1 #o! &e'((# s'veI on Docomo1s !e%site e9plains ho! this !or.s) 7s) ')'1Ksecond is a mar.ed change from the 7e 1Kmin and 7s) ')6<Kmin charges that s all- appl-)

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | 1? $o! !hile this plan might so nd ni2 e, it isn1t that it hasn1t %een tried %efore %ac. in &''6, Tata +ndicom had la nched 1 second p lse plans, !hich going %- their c rrent plans, appears to have %een shelved) At present, Tata Docomo has la nched voice portals, &6*ho r m sic, cric.et commentar- and voice chat, apart from offering free Missed Call Alerts and Foice Mail) +nterestingl-, voice %ased services are also %eing priced !ith a per*second* p lseL &6 ho r m sic and voice chat are priced at 7s) ')'&Ksecond) Caller T ne search service =Genie1 is also %eing priced at 7s) ')'&Ksecond) This is a mar.ed change, again, from the per min te pricing, and can offer cons mers cheaper options)

A1 i1iti'tive th't h's t'/e1 the se&vice %&ovi"e& i1"!st&# b# sto&2 The pa- per second model has reall- paid off !ell for the latest entrant in the +ndian GSM space, Tata*Docomo) The ne! pricing strateg- from Tata*Docomo has changed the r les of the GSM game, !hich is dominated %- AirTel and Fodafone) Tata*Docomo also la nched its first mo%ile handset in Septem%er &'1') Mobi(e %&ici1; i11ov'tio1 < T't' Doco2o 1o) ch'&;es %e& )ebsite o& Mobi(e B&o)si1;= This is s rel- a first !orld over M Tata Docomo have gone ahead and la nched an innovative mo%ile +nternet offering !hich allo!s sers nlimited sage of their favorite !e%sites on mo%ile for a fi9ed cost) Tata Docomo has %een forefront in coming p !ith vario s attractive pricing schemes, especiall-, in the pa-*per* se paradigm) The- !ere first to introd ce pa- per second %illing on calls, !hich no! is follo!ed %- ever- mo%ile service provider) The- follo!ed it !ith pa-*per*min te and pa-*per*call pricing plans as !ell !hich has made them one of the fastest gro!ing Mo%ile companies in +ndia)

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | 1@ The ne! pa-*per*!e%site offering ho!ever, ta.es it to a complete different level and nheard of pricing strateg-) This is a ver- tho ghtf l strateg- and something !hich has potential to gro!th rapidl-) Tata Docomo pricing strateg-) P'# %e& site o e& t)o co2bi1'tio1* Those onl- interested in single !e%sites need to pa- 7s 1' per site Those !ith m ltiple site %ro!sing needs can opt for a com%o pac. at # st 7s &8 per month) C stomers have a % ndle of options !ithin vario s categories of social net!or.ing sites C:ace%oo., T!itter, and Lin.ed +n, Or. tD, mail options CGmail, ;ahoo, 7ediffD and chat messengers CGTal., ;ahooN Messenger, $im% 00D) Eaving said this, there is also a caveat M +f -o tho ght it !as valid for nlimited seOit is not) Tata Docomo pa- per site plan categori0es each service nder & different genres M Social $et!or.ing Site and Hmailing P +nstant Messaging) Hach site nder this genre is priced at 7s) 1'K* % ndled !ith &'' M/ free data sage valid for 4' da-s, post !hich c stomers !ill %e charged at 1pK.%) There are also & Com%o options S$S Com%o Pac. and Hmailing Com%o Pac. and each Com%o Pac. is priced at 7s) &8K* % ndled !ith 8'' M/ free data sage post !hich the c stomers !ill %e charged 1pK.%) 5e have %een 2 ite impressed the !a- Tata Docomo have gone a%o t their innovative pricing models as !ell as mar.eting strategies) >Pe& Ch'&'cte&? SMS P&ici1; On (th Septem%er &''<, the GSM %ranch of the +ndian carrier Tata introd ced a novel pricing strateg- for te9t messaging) 3nder the %rand ADiet*SMSA, Tata*DOCOMO %ills its c stomers A%-*the*characterI, rather than on a per message %asis) +t is a ver- attractive mar.eting scheme, since man- !ireless s %scri%ers, almost %ha%it, tend to pepper their te9t messages !ith a%%reviations and acron-ms) 3nder the ne! plan, Tata*Docomo charges >o1e %'is' %e& ch'&'cte&?) :or e9ample, a te9t !hich reads Atn9I Cfor Athan.*-o ID is charged at 4paise instead of the normal sms charge)

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | 1( The I2%'ct Tata Docomo has gathered significant mar.et share, o!ing to its pricing strategies) H9isting mo%ile operators are matching the price and the clear !inners are the s %scri%ers since all the competition is sending the prices do!nhill) Tata Docomo pricing strateg-)

ADVERTISIN, MEDIA CHANNE+S

+ndia Tata Docomo, the -o ngest among telecom pla-ers in +ndia to offer GSM, is Presentl- %an.ing on its services to garner visi%ilit- and a share in the telecom pie) The la nch of Tata Docomo also anno nced the intention of the %rand to associate !ith the tho ght 'do') Tata Docomo, for the first time in the co ntr-, offered pa-*per*second %illingQ tho gh other telecom providers have follo!ed s it since) The compan- has carried o t a fe! adverts that highlight the %rand's ni2 e feat res and some other topical advertising d ring Ganesh Chat rthi and Di!ali) The latest from the GSM provider is the ':riendship H9press' TFC) The ad opens inside train, !here ever-one is doing their o!n thing) A co ple of the travelers don't li.e the solemn mood and start h mming the Docomo t ne) Slo!l- and steadil-, others pitch in and soon most of the train is singing along) The ad ends !ith the s per, '5h- !al. alone !hen !e can dance together')

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | 1<

TATA DOCOMO ('!1che" @ 7ee% it Si2%(e: c'2%'i;1 )ith R'1bi& 7'%oo&=

C tting thro gh the cl tter that the +ndian telecom landscape finds itself in !ith c stomers forced to #ostle !ith conf sing and complicated prod cts, services and tariff plans Tata DOCOMO is =Doing the $e!1 again, !ith the la nch of its ne! %rand campaign, aptl- titled =Reep +t Simple1) Tata DOCOMO1s ni2 e Keep It Simple Campaign is in a form of a stand* p comed- sho! !ith man- episodes, !hich !ill %e aired d ring the co rse of this +PL season) +t foc ses largel- on ho! Tata DOCOMO simplifies the telecom e9perience, and hence the cons mer1s life, %- providing differentiated prod cts and services) Hach individ al advertisement starts %- ill strating a comple9it- in the categor-, and presents the Tata DOCOMO prod ct andKor service as a means of simplif-ing things) This campaign is simple, capt res the vario s moods of 7an%ir depicting those of Tata DOCOMO

Advertisement strategy

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | &' Tata DOCOMO ropes in 7an%ir Rapoor as %rand am%assador $H5 DHLE+L Tata Docomo, the GSM %rand of Tata Teleservices CTTSLD, toda- appointed /oll-!ood star 7an%ir Rapoor as its %rand am%assador) The compan- has in.ed a t!o*-ear contract !ith Rapoor and !ill roll o t vario s televisions, print and o tdoor campaigns !ith the actor, starting !ith the pcoming +ndian Premier Leag e C+PLD to rnament) B5e thin. Tata Docomo is an inspirational %rand and so is the charm and personalit- of 7an%ir Rapoor, so it is a great match) 5e !ill leverage him in vario s campaigns to % ild the %rand f rther,B TTSL Eead Corporate Mar.eting G rinder Singh Sandh told PT+) Tata DOCOMO !ill added) The compan- !ill introd ce its ne! campaign d ring the +PL to rnament, !hich .ic.s off on April According to media anal-sts, Tata Docomo is e9pected to spend in e9cess of 7s 8' crore for the 4?'*degree campaign d ring the +PL season) Other telecom operators li.e /harti Airtel, +dea Cell lar and 7eliance Comm nications have also appointed /oll-!ood stars as their %rand am%assadors) 5hile Airtel has !or.ed !ith Shahr .h Rhan, Saif Ali Rhan and Rareena Rapoor, +dea Cell lar has A%hishe. /achchan as its am%assador) 7eliance Comm nications has !or.ed !ith Erithi. 7oshan) Fodafone, on the other hand, has fo nd s ccess !ith its 'Joo0oos', the egg shaped cartoon characters feat red in its ad campaign) nderta.e vario s mar.eting initiatives !ith 7an%ir Rapoor,

incl ding television commercials, print campaigns, o tdoors and retail front displa-s, he

CA++ RATES*

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | &1 M'&/et Co2%etito&s o T't' Doco2o* Airtel 7eliance Comm nication /S$L +dea Aircel Fodafone

SERVICES 8 NET-OR7 AVAI+AB+E

C!&&e1t(#0 T't' Doco2o 2obi(e se&vices 'v'i('b(e i1 these o((o)i1; ci&c(es* /ihar P "har.hand Tamil $ad Orissa Andhra Pradesh Rarnata.a Rerala Rol.ata Maharashtra P Goa Madh-a Pradesh Chhattisgarh

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | && Ear-ana Chennai Hastern 3ttar Pradesh 5estern 3ttar Pradesh P n#a% 7a#asthan ,7ecentl- La nched Aand 7est of 5est /engal, 7ecentl- La nched)

P+ANS

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | &4 Tata DOCOMO Dail- Plans) 5hen ever- da- is different, !h- have a fi9ed planS A %rand ne! da- calls for a %rand ne! plan) Choose from Dail- plans on local, STD, $ight calling, GP7S P M sic and ma.e -o r o!n Dail- Plan)

Be1e its*
An-time p rchase Minimal cost Hase of process

Ho) to s!bsc&ibe*
Dial T161U and choose from Dail- plans on local, STD, $ight calling, GP7S P M sic) P&o"!ct o%tio1s*.

D'i(# Re1t'( P'c/s ARs63B All local at 1pK&sec STD at 4pK6sec Local $ight On*net at 1pK1'sec Local On*net at 1pK?sec 3SAKCanada P 3RC:D at 4pKsec G lf at 11pKsec All local P $ational SMS at 1p

-ee/(# Re1t'( P'c/s ARs6C4B All local at 1pK&sec STD at 4pK6sec Local $ight On*net at 1pK1'sec Local On*net at 1pK?sec 3SAKCanada P 3RC:D at 4pKsec G lf at 11pKsec All local P $ational SMS at 1p

T'(/ Mo&e 4' local min tes V 7s)8 on

Ni;ht T'(/ $o! converse thro gh the night)

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | &6 Tata DOCOMO $et!or.) 4' local min tes V 7s)1& across $et!or.s) 4' localK$ational min tes V 7s)16 1' LocalK$ational min tes V 7s)8 ?' :ree Local $ight min tes on Tata DOCOMO $et!or.) 4' :ree local On*net min tes V 7s)4 &' :ree local min tes V 7s)8

,PRS 1'M/ :ree /ro!sing V 7s)8 onl-)

-o&(" C'((i1; 1' min tes to 3SAKCanada V 7s)&' 8 min tes to 3SAKCanada V 7s)1'

E1te&t'i12e1t 18 min tes :7HH m sic V 7s)8

C&ic/et Cric.et Alerts V 7s)8Kda-

Te&2s '1" Co1"itio1s* Dail- implies active till 1& midnight on the same da- of pac. activation) H9L A s %scri%er activated the pac. on &8th :e%'1' then the pac. !ith dail- validit- !ill e9pire at midnight of &8th :e% rar-'1'U) +n case on night pac.s the e9pir- of the pac. !ill %e @ am of the ne9t da- of activation of the pac.) H9L A s %scri%er activated the night pac. on &8 th :e%'1' then the pac. !ith dail- validit- !ill e9pire at @ am of &?th :e% rar-'1'U) The pac. !ill get activated ma9im m !ithin & hrs of re2 est receipt on the s-stem) ;o !ill get an a tomated confirmation SMS once the same is config red on o r s-stems) ;o can activate m ltiple pac.s in a da-)

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | &8 P'# Pe& Site P'c/s*. Pa- Per Site Co2bo P'c/s Mail Com%o =Social $et!or.ing Sites1 Com%o M'i( P'c/s GmailWGTal. 7ediffmail ;ahoo Mail W ;ahoo Messenger DSoci'( Net)o&/i1; Sites: P'c/s :ace%oo. S$S T!itter S$S Lin.ed+$ S$S Or. t S$S $im% 00 S$S T-pe M7PC7s)D FaliditCDa-sD Mail S$S &8 &8 4' 4' GP7S 3sage 8''M/ 8''M/ free

Mail Mail Mail

1' 1' 1'

4' 4' 4'

&''M/ &''M/ &''M/

1' 1' 1' 1' 1'

4' 4' 4' 4' 4'

&''M/ &''M/ &''M/ &''M/ &''M/

SMS o e&s*
Pa- for the :irst 4 Local SMS ever-da- and get the ne9t 18' Local SMS free for the da Pa- for the :irst LocalK $ational SMS ever-da- and get the ne9t 1'' LocalK $ational SMS free for the da Pa- for the :irst 4 Local SMS ever-da- and get the ne9t @8' Local SMS :ree for da- Pre*STD, +SD and $ational 7oaming !itho t rental) A tomatic alerts !hen -o r /alance is Lo!)

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | &?

CUSTOMER SATISFACTION
The &1 cent r- %elongs to the service sector) The c stomer of -ester -ear !as a silent person !ho ncomplainingl- p rchased the goods from the mar.et place) There is a ne! c stomer emerging toda-) C stomer satisfaction can %e defined as, c stomer satisfaction is the feeling derived %- the cons mer !hen he compares the act al performance of the prod ct1s !ith the performance that he e9pects of it) The meas rement of the c stomer satisfaction t-picall- %egging !hen a compan- reali0es that their c stomer s is the people, !ho provide the reven es that, hopef l, !ill cover e9penses) Most companies start %- esta%lishing a c stomer satisfaction %aseline) Then the- target -ear %- -ear improvement) 3nderstanding c stomer re2 irement and delivering s perior 2 alitgoods and services to achieve composer satisfaction lead to the retention and gro!th of the c stomer)

,e1e&'( I"e' 'bo!t the s'tis ie" c!sto2e&*

Satisfaction is a persona1s feeling of the pleas re or disappointment) +t is res lting from comparing a prod ct1s perceived performance !ith his or her e9pectations from it) Satisfaction is more of an emotional concept) Toda- organi0ation are aiming at high satisfaction rather than at c stomer delight %eca se c stomers !ho are # st satisfied still find it eas- to s!itch over !hen a %etter offers comes along) Those !ho are highlsatisfied are m ch less read- to s!itch over) Eigh satisfaction or delight creates an

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | &@ emotional %o nd !ith the %rand and c stomer starts loo.ing at an offering emotionalland # st rationall-) The aim of mar.eting is to meet and satisf- target c stomers needs and !ants % t .no!ing c stomer is never simple) C stomer ma- state their needs and !ants % t act other!ise) The- ma- not %e in to ch !ith their deeper motivations) The- ma- respond to infl ential to change their mind at the last min te) Some of toda-1s most s ccessf l companies are raising e9pectation and delivering performances to match) These companies are aiming at TCS* Total c stomer Satisfaction) +ncreasing competition C!hether for*profit or nonprofitD is forcing % sinesses to pam ch more attention to satisf-ing c stomers) +n a competitive mar.etplace !here % sinesses compete for c stomers, c stomer satisfaction is seen as a .e- differentiator and increasingl- has %ecome a .e- element of % siness strateg-)

C!sto2e& +o#'(t#*
These fo r factors !ill greatl- affect -o r a%ilit- to % ild a lo-al c stomer %aseL Prod cts that are highl- differentiated from those of the competition) Eigher end prod cts !here price is not the primar- % -ing factor) Prod cts !ith a high service component) M ltiple prod cts for the same c stomer) Lo-al C stomers and Lo-al 5or.forces / ilding c stomer lo-alt- !ill %e a lot easier if -o have a lo-al !or.force not at all a given these da-s) +t is especiall- important to retain those emplo-ees !ho interact !ith c stomers s ch as sales people, technical s pport, and c stomer*service people) Mancompanies give a lot of attention to retaining sales people % t little to s pport people)

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | &( The increasing trend toda- is to send c stomer service and technical s pport calls into 2 e e for the ne9t availa%le person) This % ilds no personal lo-alt- and pro%a%l- less lo-alt- for the firm) /efore going this ro te, %e s re this is !hat -o r c stomers prefer)

I1st'1t Fee"b'c/*
7ecentl-, man- organi0ations have implemented feed%ac. loops that allo! them to capt re feed%ac. at the point of e9perience) :or e9ample, $ational H9press, one of the 3R's leading travel companies invites passengers to send te9t messages !hilst riding the % s) This has %een sho!n to %e sef l as it allo!s companies to improve their c stomer service %efore the c stomer defects, th s ma.ing it far more li.el- that the c stomer !ill ret rn ne9t time)

+iste1 to #o!& c!sto2e&s*

+s there an-thing more e9asperating than telling someone !hat -o !ant or !hat -o r pro%lem is and then discovering that that person hasn1t %een pa-ing attention and needs to have it e9plained againS :rom a c stomer1s point of vie!, + do %t it) Can the sales pitches and the prod ct %a%%le) Let the c stomer tal. and sho! them that -o are listening %- ma.ing the appropriate responses, s ch as s ggesting ho! to solve the pro%lem)

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | &<

COMPETITOR ANA+YSIS

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | 4'

COMPETITOR ANA+YSIS
The competition has intensified the past fe! months !ith ne! pla-ers and schemes coming in) There has never %een a %etter time for the c stomer to get a mo%ile phone connection There are at least si9 if not more operators to choose from in ever circle) +n " ne '<, TATA DOCOMO %ro.e the old s-stem of tariff %- introd cing per second %illing s-stem) As soon as the- did this, the other follo!ed s it !ith price c ts ever-!here) S ddenl- the idea of calls %eing free !as not so o trageo s) The prices !ere red ced to s ch an e9tent that the via%ilit- of the % siness !as in 2 estions) The competitive environment of TATA DOCOMO can %e loo.ed at from the follo!ing perspectives

MAR7ET SHARE
The government iss ed fresh licenses in &''()As a res lt of this the mar.et gets

cro!ded tho gh inc m%ents still hold larger mar.et shares are sho!n a%ove) Eo!ever a point to note is that the ne! pla-ers have lo!er entr- costs !ith ver- deep poc.ets) The- also have no legac- iss es li.e the older pla-ers and hence are more adept to changes mar.et sit ations) The cost of infrastr ct re has red ced dramaticall- d e to the mar.et gro!th and DOCOMO had an advantage here)

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | 41

MAR7ET CAPITA+ISATION*

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | 4&

AIRTE+ VS TATA DOCOMO

The e2 al competitors are coming p !ith their ne! tariffs, plans, special pac.s and their var-ing services to prove themselves to %e m ch competitive and tr-ing to anchor them firml- in this mo%ile sector)

C rrentl- the Tata Docomo came p !ith its services !ith an all ne! tariff scheme of pa- per second !hich has %ro ght o t a massive revol tion in the mar.et) On 4'th Oct the leading mo%ile service provider /harti Airtel la nched their m ch a!aited APa- per SecondI tariff all thro gho t +ndia) The tariff comparison !ith Airtel and TATA Docomo is as follo!s,

Airtel !ith its inception on &''1 renders n m%er of c stomers % t their tariff, call rates to different net!or. ma.es conf sion and remains nsta%le) / t Docomo1s 1pKsec thro gho t +ndia ma.es cons mers to .eep trac. of their acco nt and controls e9penses)

Airtel has .ept different SMS charges even in their Pa- Per Second plan !ith local sms %eing charged at 7e)1 and $ational sms at 7s)1)8', !hereas Docomo introd ced SMS charges %ased on the n m%er of characters) $o recharges are needed to opt for per second calling after one -ear)

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | 44 Pac.age activation of Airtel ranges from 7s)?6 to 7s)<< and varies from circle to circle) Docomo1s does not charge an-thing e9tra for activating the per second pac. since the tariff plan %- defa lt is on per second %asis) The Airtel tariff calc lation is hard ranging from 1pKsec to 1)&pKsec , % t &'> higher to other operators !hereas A&A calls are .ept at 1pKsec and that to other operators are charged at 1)&pKsec) / t Tata Docomo is offering a limited period offer of STD calls at 1pKsec) / t Airtel is older than Docomo so it has compact net!or. lin.s than Docomo, so this is the place !here Docomo has to esta%lish itself)

S-OT ANA+YSIS
STREN,TH -EA7NESS OPPORTUNITIES THREATS

STREN,THS*
:irst to introd ce seconds1 tariff plan Cseconds p lseD Good %rand image of Tata services Eaving large variet- of plans Plans are afforda%le %- an- common person)

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | 46

-EA7NESS*
Signal strength) Postpaid connections are not availa%le as of no!) C stomer services are not satisfactor-) Concentrating onl- on r ral areas)

OPPORTUNITIES*
Eave a great opport nit- to e9pand its services) To introd ce an- ne! plans for internet sers) +ntrod ce 4G compati%le services) To introd ce ne! com%ined plans li.e, SMS, +nternet, Calling integrated offers)

THREATS*
+f signal strength is not increased it ma- lead to change in the net!or. service %the c stomers) Tata has to clarif- !hether this 1psKsec !ill contin e till its lifec-cle) Eeav- competition from all other net!or. providers)

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | 48

D't' i1te&%&et'tio1 '1" "'t' '1'(#sis

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | 4?

E6CB A&e #o! !si1; 2obi(eF

ANS-ERS

NO6OF RESPONDENTS

PERCENTA,EG

;HS

1<&

<?

$O

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | 4@

I1te&%&et'tio1 The a%ove graph sho!s that <?)8>people are sing mo%ile and 4)8> people are not sing mo%ile)

E63B Does it &e'((# 2'tte& )hethe& #o! ;o o& ,SM o& CDMAF

ANS-ER

NO6OF RESPONDENTS

PERCENTA,E G

a %

;HS $O

1?@ 44

(4)8 1?)8

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | 4(

I1te&%&et'tio1 The a%ove graph sho!s that people are more concerned a%o t the technologthe- are sing)(4)8> sers are concerned a%o t technolog-) And 1?)8> sers have no concern from that)

E6HB Ho) )o!(" #o! &'te the voice c('&it# o #o!& ,SM 2obi(e co11ectio1F ANS-ER a % c d H9cellent Good Average /ad NO6OF RESPONDENTS 4& 114 64 < PERCENTA,E G 1? 8?)8 &1)8 6)8

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | 4< e 5orst 4 1)8

I1te&%&et'tio1 The a%ove graph sho!s the rating given %- GSM mo%ile sers to the voice 2 alit-)1?> GSM sers are delighted !ith 2 alit- and 8?)8> sers are satisfied !ith that)

E69B Ho) )o!(" #o! &'te 1et)o&/ cove&';e st&e1;th o1 ,SM 2obi(e co11ectio1F

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | 6' ANS-ER a % c d e H9cellent Good Average /ad 5orst NO6OF RESPONDENTS <4 ?4 46 1' ' PERCENTA,E G 6?)8 41)8 1@ 8 '

I1te&%&et'tio1 The a%ove graph depicts the coverage strength e9perienced %- the GSM sers) GSM that) sers are getting %etter coverage strengths) 6?)8> GSM sers are highlsatisfied !ith net!or. coverage) 41)8> sers are satisfied, 8>are not satisfied !ith

EI6B Ho) )o!(" #o! &'te STD t'&i %('1s o T't' Doco2o co22!1ic'tio1F TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | 61

ANS-ER a % c d e H9cellent Good Average /ad 5orst

NO6OF RESPONDENTS @8 (8 48 8 '

PERCENTA,E G 4@)8 6&)8 1@)8 &)8 '

I1te&%&et'tio1 The a%ove graph sho!s that 4@)8> respondents are delighted !ith the STD tariff plans) 6&)8>are satisfied !ith that)1@)8> find it average and &'8> are not satisfied !ith it)

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | 6&

FINDIN,S 0 RECOMMENDATION 8 CONC+USION

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | 64

FINDIN,S

+t is fo nd that TATA Teleservices is the first compan- to la nch prepaid 1 pec) pKsec) services in the co ntr-)

The call rates are fo nd to %e at par !ith the other competitors) The availa%ilit- of the recharge vo cher !as fo nd good) / t some time it is not availa%le)

Most of the respondents fo nd the c stomer care service is not satisfactor-) $earl- all the respondents told that X ic. Pro%lem Solving is desira%le 2 alit- in the c stomer care H9ec tives)

The 2 eries and pro%lem of the c stomer !ere solved % t not immediatel-, there is a scope for improvement)

More stress !as given on c stomer ac2 isition then satisf-ing the H9isting c stomers)

5hile cond cting a s rve- it !as fo nd that still man- people are not a!are of the term GSM and CDMA even the- %asic difference %et!een them)

The voice clarit- of GSM is %etter than CDMA) 5hen CDMA phones are near andigital or magnetic instr ment the poor crac. d e to interference and also cross connection pro%lems are faced %- some of the sers)

GSM sers are satisfied !ith good coverage strength an-!here) Man- people !ho are interested in internet connectivit- and data transfer services get attracted to GSM) As internet connectivit- and data transfer is cheaper !ith GSM)

+t is fo nd that international roaming facilit- is not so good as it sho ld %e) S pplementar- facilities li.e call !ait call for!ard, call hold, call divert, call conference is satisfied the sers)

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | 66

RECOMMENDATIONS

The net!or. coverage is another asset for the compan-1s image, !hich needs to %e preserved in f t re)

The overall image of the c stomer care services !as fo nd to %e good % t !ith some loopholes related to dela-s in pro%lem solving)

The compan- sho ld %e more prompt in handling the 2 eries and pro%lem of the c stomer, !hich is var- essential for the prepaid card so as to retain the c stomers !ith the compan- in f t re)

The c stomer care e9ec tives sho ld %e more efficient in handling the c stomer and also more friendl- and polite their conversation, !hile dealing !ith the c stomer)

After sales service is re2 ired to %e maintained properl-, !hich is not p to the mar. Call rates is afforda%le so it sho ld %e maintained at this level)

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | 68

CONC+USION
After anal-sis and interpretation of the data it can %e concl ded that Tata Docomo is providing a %road range of vario s schemes ranging from international calling to hello t nes) This is the critical factor to attract vario s c stomers) 5ide range of schemes is also leading to increase in n m%er of c stomers !ith rapid pace for Tata Docomo) Tariff charges introd ced %- the Tata Docomo are fo nd to %e cheaper than other services) Tata Docomo has emerged as a giant .iller d e to their tariff plans and heading to!ards the position of dominator) Tata Docomo is providing some ni2 e feat res and services li.e pa- per second, SMS per character, pa- per site plans that are ma.ing them %eing different from their competitors) A!areness of the Tata Docomo is spreading !idel- among people d e to their promotional activities) / -ers are no! insisting for cheaper plans or threatening to opt o t) Ma#orit- of the c stomers are satisfied !ith the services of the Tata Docomo and the- are not read- to s!itch on to other service providers)

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers

P a g e | 6?

-EB+IO,RAPHY*
!!!)tatadocomo)com !!!)mo%ilenet!or.)com !!!)divein)tatadocomo)com !!!)fonearena)com

BIB+IO,RAPHY*
Digit Cmonthl- maga0ineD Times Of +ndia Eind stan Times

TATA DOCOMO1S Pop larit- Among +ndian Mo%ile 3sers