A

PROJECT REPORT
On
Retail Visibility & Database Maintenance
Completed in

TATA TELESERVICES LTD., JAIPUR

Submitted in partial fulfilment of Requirement
for the diploma in
Retail Management

Under the guidance of

Mr. Vinay Goel
(Sr.Executive-Marketing Communication)

Submitted By:
ABHISHEK JAIN
Jaipur

Submitted To:
Bhartiya Vidya Bhavan
Bhavans College Of Communication
& Management,Jaipur

________________________________________________________________

ACKNOLEDGEMENT
I express my sincerest gratitude to my guide, Mr.Vinay Goel, Sr.Executice-Marketing,
Tata Indicom Jaipur, For conceptualizing the project and showing belief in my abilities
And commitment for this project, despite the confidential nature of the same. I would
like to thank him for this encouragement, support and valuable guidance through out
the project.
I also wish to express my gratefulness to the following people of the organization
without whose help this project would not be success:
1. Mr. Rajneesh
2. Mr. Manav Bansal
3. Mr. Ashish Agrawal
4. The entire Marketing and Sales team, i.e. the Area Sales Managers, Distributors
and the Sales Executives of Jaipur.
I would like to thank my faculty guide Mr.Satish Batra , Who helped to frame my project
and my report and whose suggestions gave me encouragement. I would also like to thank
my friends at BVB and all others who have, directly or indirectly, contributed towards the
accomplishment of the project.

Date: ___________
Abhishek Jain
Jaipur

Indian Telecom Scenario: Telecom density in India is far below the world average. To improve telecom penetration in the
country an investment of over USD 15 billion is required in the next 5 years.
This presents us with enormous opportunity to take benefits from developing the
telecommunication sector in the country.
The primary thrust in India, however, will be is on improving basic telephone availability. This
sector plays a crucial role in spurring growth, especially industrial and services, in any economy.
BSNL, MTNL and VSNL are telecom companies that offer a good exposure to the telecom
sector. BSNL provides local and national long distance services within the country expect Mumbai and
Delhi. MTNL is a local service provider in Mumbai and Delhi. In terms of infrastructure, these
companies are well positioned, given their track record in customer services, it remains to be seen how
best they tackle competition under a decontrolled scenario.
On the whole the Indian Telecom Sector is first divided in to Basic Telecom operator, cellular
services operator and Internet service providers. These are further divided in to public sector and
private sector enterprises.
In the basic services sector, the public sector consists of VSNL, MTNL and BSNL. While
VSNL receives and sends all the international traffic through its network of gateways throughout the
country, MTNL handles the local and traffic within the cities of Delhi and Mumbai. For all national
long distance calls, MTNL has agreement with BSNL for routing them through the BSNL network.
BSNL has a full network for local and national long distance calling throughout the country except for
Mumbai and Delhi.
In the basic services sector, the government has allowed of limited number of private operators
as competition to BSNL and MTNL. Some of the important operators are Birla-AT&T-TATA, Hughes
Telecom, Shayam, HFCL, Bharti Telecom and Reliance.
In the cellular services, it was only private sector operators who were providing services.
However, now the government is allowing entry to MTNL and BSNL as well.
The Internet services have been licensed to several private and public sector companies
including MTNL and VSNL.
Types of Service Providers: Service providers (carriers) are categorized as per service:
Basic service is mainly voice communication. The subscribers connection to the
telecom network is called a direct exchange line (DEL) and people use it for talking. Basic service can

be differentiated as per call destination into domestic and international. Domestic calls, both local and
long-distance are routed through cables/ wireless links. International calls are routed overseas, mainly
through satellite links. The international carriers of various nations liaison with one-another to ensure
smooth operations and efficient call transfer. Major global carriers, mainly private operators from the
developed nations, determine international call tariffs.
Value added services such as cellular telephony, paging, e-mail and VSAT network, which
provide the subscriber greater ease of communication and enhance the utility of basic services
network.

A BRIEF COMPANY PROFILE

Tata Teleservices is part of the INR 64,350 Crore (US$14.3 billion). Tata Group, that has over 90
companies, over 210,000 employees and more than 2.16 million shareholders. With an investment of
over INR 9,000 Crore (US$ 2 billion) in Telecom, the Group has a formidable presence across the
telecom value chains.
Starting with the major acquisition of Hughes Tele.com (India) Limited [now renamed Tata
Teleservices (Maharashtra) Limited in December 2002, the company has swung into expansion mode.
Tata Teleservices operates in 20 circles i.e. Andhra Pradesh, Chennai, Gujarat, Karnataka, Delhi,
Maharashtra, Mumbai, Tamil Nadu, Orissa, Bihar, Rajasthan, Punjab, Haryana, Himachal Pradesh,
Uttar Pradesh (E), Uttar Pradesh (W), Kerala, Kolkata, Madhya Pradesh and West Bengal. The
company has a customer base of over 3.5 million. The investment in the company as of March 2004
totals INR 5995 Crore (US$ 1200 million).
Having pioneered the CDMA 3G1x technology platform in India, Tata Teleservices has established a
robust and reliable telecom infrastructure that ensures quality in its services. It has partnered with
Motorola, Ericsson, Lucent and ECI Telecom for the deployment of a reliable, technologically
advanced network.
The company, which heralded convergence technologies in the Indian telecom sector, is today the
market leader in the fixed wireless telephony market with a customer base of 1.8 million.
Tata Teleservices' bouquet of telephony services includes Mobile services, Fixed Wireless Phones,
Public Telephony Booth, and Wire line services. Other services include value added services like voice
portal, roaming, post-paid Internet services, 3-way conferencing, group calling, Wi-Fi Internet services
and data services
The company has launched prepaid FWP and public phone booths, new handsets, expand Wi-Fi across
public hotspots, new voice & data services such as BREW games, picture messaging, polyphonic ring
tones, interactive applications like news, cricket, astrology, etc.

EXECUTIVE SUMMARY
Retail Visibility Survey
&
Generating Database Maintenance Model
by
Abhishek Jain
With growing competition in telecommunication sector, each company is trying for greater visibility
in the market place and premier shelf space. Retail establishments are also engaged in marketing their
space to select products which can fetch them revenue, as the cost of retailing has increased.
Visibility is the most important and critical area to be considered in any marketing strategy. According
to the definition of marketing by the father of marketing Philip Kotler, the main success story of any
marketing strategy lies on four Ps, i.e. Product-Price-Place-Promotion. Here visibility of the retail
outlets refers to two different areas, i.e. signage of the company at the outlets and the sales of the outlet
which shows the visibility of the outlet in that region.
Retail Visibility ensures the conscious presence of the product in the mind of the customer at retail
outlets thus helping in beating competition on one hand and increasing brand value on the other. It also
creates an unconscious desire for the product hence generating demand. That its a tool used for
communication of the product i.e. promotional activity. Retail Visibility also ensures the inventory at
the retail level. Thus enabling the company to correlate it to the sales. As well as also makes it able to
look after the place and classifying the outlet according to their sales.
This study on retail visibility done in Jaipur & near areas in order have the feel of current scenario as
well as to have approximately complete database of retail outlets associated with Idea Cellular
Limited.

After the study it was observed that type of outlets which are most as the retailers of the Tata Indicom
are the Mobile / Cellular Shops. Also its the outlets which are drawing most of the sales for Tata

Indicom. The region with more visibility is the Shastri nagar,vidhyadhar nagar,murlipura,v.k.i. Also it
was observed that In raja park,malviya nagar,tonk road the visibility is much less than that in other
region, which needs more attention.
The area which also came in to the picture is that out of 600 outlets surveyed approximately 40%
outlets doesnt have any kind of signages installed at there premises.
Lately, recommendation includes the suggestions about developing the strategies of Customer
Retention, Customer Loyalty and Referral Marketing. Also highlighting the fact of churning due to
which customer base is reducing as well as low customer loyalty. Suggestion regarding the distribution
of incentives to the retailers is also been made.

________________________________________________________________________
TABLE OF CONTENTS
ACKNOWLEDGEMENT
EXECUTIVE SUMMARY ..
TABLE OF CONTENTS .
TABLE OF FIGURES .
LIST OF TABLES
1

COMPANY PROFILE .

1.1
1.2
1.3
1.4
2

CORE BELIEFS ..
SHARE OF VOICE .
TECHNOLOGY ...

PROJECT FRAMEWORK .

2.1
2.2
2.3
2.4
3

IDENTITY ..........................................

PROJECT DETAIL ..
MANAGERIAL ISSUE UNDER STUDY ..
RATIONAL FOR THE STUDY ..
SCOPE OF THE PROJECT ..........................................

RESEARCH DESIGN ..

3.1 METHODOLOGY
3.2 DATA SOURCES .
3.2.1
3.2.2
3.2.3
3.2.4
4

SWOT ANALYSIS OF TATA INDICOM ..

4.1
4.2
4.3
4.4

PRIMARY SOURCES ..
SECONDARY SOURCES
PILOT STUDY .........................
FINAL STUDY .

STRENGTHS .
WEAKNESSES ......
OPPORTUNITIES .
THREATS ..

ANALYSIS & FINDINGS .

5.1 SALES ANALYSIS
5.2 VISIBILITY ANALYSIS ...
5.3 MACRO ANALYSIS .
5.4 COMPETITORS ANALYSIS ..

RECOMMENDATIONS .

ANNEXURE .

BIBLOLGRAHY ..

COMPANY PROFILE
1.1 IDENTITY:
Tata Teleservices is part of the INR 64,350 Crore (US$14.3 billion). Tata Group, which has
over 90 companies, over 210,000 employees and more than 2.16 million shareholders. Tata
Teleservices (TTSL) spearheads the Tata Group's presence in the Indian telecom sector.
Incorporated in 1996, the company was the first to launch CDMA mobile services in India (in
the Andhra Pradesh circle).
With an investment of over INR 9,000 Crore (US$ 2 billion) in Telecom, the Group has a
formidable presence across the telecom value chains. Starting with the major acquisition of
Hughes Tele.com (India) Limited [now renamed Tata Teleservices (Maharashtra) Limited in
December 2002, the company has swung into expansion mode. Tata Teleservices operates in 20
circles i.e. Andhra Pradesh, Chennai, Gujarat, Karnataka, Delhi, Maharashtra, Mumbai, Tamil
Nadu, Orissa, Bihar, Rajasthan, Punjab, Haryana, Himachal Pradesh, Uttar Pradesh (E), Uttar
Pradesh (W), Kerala, Kolkata, Madhya Pradesh and West Bengal. The company has a customer
base of over 3.5 million.
The Tata Group's commitment to building a substantial presence in India's telecom industry has
seen it play a leading role in the development of the country's communications infrastructure.
The telecom services of the Group are offered under the brand name Tata Indicom, and cover
all segments, from retail and enterprise to wholesale and international. The objective is to make
Tata Indicom the preferred telecommunications choice of customers across the country.
The Tata Indicom Enterprise Business Unit (TIEBU) is the central, specialized enterprise sales
and marketing unit for the Tata Group's telecom initiatives. The unit is the benchmark telecom
player in the enterprise space and was formed with a view to providing customized, end-to-end
voice and data solutions to customers across India. It delivers cost-effective, integrated
solutions that are designed to fulfill the most complex com. Today, Tata Teleservices Limited
along with its subsidiary Tata Teleservices (Maharashtra) Limited serves 10 million customers
in over 2700 towns. With an ambitious rollout plan both within existing circles and across new
circles, Tata Teleservices is offering world-class technology and user-friendly services in 20
circles.

1.2

CORE BELIEFS:

VISION:-

Trusted service to 100 milion happy customer by 2011

MISSION:- To empower every Indian to connect with the world affordably.

VALUES:. Fairness through meritocracy.
. Trust based on accountability.
. Tenacity for results.
. Pioneering sprit.
. Excellence in execution.
. Leadership with humility.
1.3

SHARE OF VOICE:
i. Tata Teleservices (TTSL) crosses the 4.5 million subscriber mark
ii.

Indias youngest national telecom player increases wireless market share to 11.74 per
cent during the month of June

iii.

Within the CDMA wireless segment, TTSL achieves a cumulative market share of 25
per cent

iv.

TTSL records a consistent increase in subscriber base and market share, month-onmonth

v.

Tata Indicom is amongst the fastest growing brands in India today

Tata Teleservices, one of Indias premier mobile and fixed service providers, today
announced that they have achieved a market share of 12 per cent in the month of June.
Tata Teleservices is no 4 slot in terms of incremental market share in the wireless market for
the month of June 2005.

Tata Teleservices in now present in over 1,400 towns across 20 circles of the country. The
company has achieved a market share of 62 per cent in fixed wireless service in June 2005
This clearly indicates that brand Tata Indicom is surging ahead, and is today one of Indias
fastest growing telecom brands.
Tata Teleservices enjoys a substantial presence in the countrys telecom space, and is all set
to redefine the existing benchmarks of the telecom service category in India through
marketing innovations and introduction of new generation value-added services.
RELATIVE MARKET SHARE
The Relative market share, which is measured on the horizontal axis, refers market share
relative to

that of its largest competitors in the segment. It serves as a measure of the

companys strength in that market segment. AIRTEL is the market leader of telecom having
more market share than any other players. The relative market share of TTSL is 0.3x, which
means the TTSL Companys sale volume is only 30% of the leaders market share. The market
growth rate on the Vertical axis indicates the annual growth rate of the Market in which the
business operates. The Airtel has market growth rate above 10%.

1.4 TECHNOLOGY:
Tata Teleservices spearheads the Groups presence in the telecom sector. Incorporated in 1996,
Tata Teleservices was the first to launch CDMA mobile service in India.
CDMA (Code Division Multiple Access) is a digital wireless transmission technology that works
by converting speech into digital information then transmitting the information using unique
codes. These unique codes allow many more people to use the same bandwidth at the same time.
Tata Teleservices Ltd. Is based on CDMA 3g-1x technologies.
CDMA consistently provides better capacity for voice and data communications than other
commercial mobile technologies, allowing more subscribers to connect at any given time, and it
is the common platform on which 3G technologies are built.
Comparing CDMA with GSM, CDMA has 4 times more capacity then GSM so less chance of
route being busy. It has continuity in speech while moving out of one cell site coverage to
another. It has higher signal strength and large coverage area. In CDMA upgrade is possible to
next generation by programming and no need to change the handset.

C a p a c ity
C o v e ra g e
C la r ity
C o m p a tib ility
C o s t
C u s to m e r
S a tis fa c tio n

TECHNOLOGY

Tata Teleservices Ltd. Is based on CDMA 3g-1x technologies.

The world is demanding more from wireless communication technologies than ever before as more
people around the world are subscribing to wireless.
This is where CDMA technology fits in. CDMA consistently provides better capacity for voice and
data communications than other commercial mobile technologies, allowing more subscribers to
connect at any given time, and it is the common platform on which 3G technologies are built.
CDMA is a "spread spectrum" technology, allowing many users to occupy the same time and
frequency allocations in a given band/space. As its name implies, CDMA (Code Division Multiple

Access) assigns unique codes to each communication to differentiate it from others in the same
spectrum. In a world of finite spectrum resources, CDMA enables many more people to share the
airwaves at the same time than do alternative technologies.
The CDMA air interface is used in both 2G and 3G networks. 2G CDMA standards are branded
cdmaOne and include IS-95A and IS-95B. CDMA is the foundation for 3G services: the two dominant
IMT-2000 standards, CDMA2000 and WCDMA, are based on CDMA.

C D M A n e tw o rk
F o r p h o n e c a lls fr o m m o b ile

A ir t e l,
H u tc h ,
R e lia n c e &
o th e rs
exchange

B S C (b a s e
s ta tio n
c o n tr o lle r )

B a s e tr a n s c e iv e r
s ta tio n (to w e r )
sends and
r e c e iv e s s ig n a ls t o
a n d fr o m m o b ile

L in k
b e tw e e n
To w er &
Exchange
(M S C )

M o b ile
s w it c h in g c e n t e r
c o n n e c ts a ll
c a lls , r e c o r d s a ll
in f o r m a tio n

F o r In te r n e t a c c e s s fr o m
m o b ile
P C F (P a c k e t
c o n tro l
fu n c tio n )
H a n d le s a ll
d a ta
(in te r n e t
c a lls )

PDSN
(P a c k e t d a ta
s e r v ic e
node)
C o n n e c ts to in te r n e t,
h e lp s in g e t tin g d a t a
a n d s e n d in g d a ta fro m
in t e r n e t

L a n d lin e
exchang
e

In te r n e t

COMPITITOR ANALYSIS
BCG matrix shows the exact position of TATA TELESERVICES in
the telecom industry as compare to its competitors.

T a ta In d ic o m
(c h a lle n g e r)

M a rk
-et
G ro w
-th

?
?

D ogs
(F o llo w e r )
D ogs

10x
0 0 .1 x

4x

2x

1x

0 .5 x

0 .3 x

0 .1 x

RELATIVE MARKET SHARE

The Relative market share, which is measured on the horizontal axis, refers market share relative to
that of its largest competitors in the segment. It serves as a measure of the companys strength in that
market segment. AIRTEL is the market leader of telecom having more market share than any other
players. The relative market share of TTSL is 0.3x, which means the TTSL Companys sale volume is
only 30% of the leaders market share. The market growth rate on the Vertical axis indicate the annual

growth rate of the Market in which the business operates. The AIRTEL has market growth rate above
10% thats why it is considered high.
The growth-share matrix is divided into four cells, indicating different type of business:
1. Question marks: - TTSL that operates in high growth markets but have low relative market
shares. According to Question mark situation, TTSL has to spend money on equipment to keep up with
the fast growing market.
2. Stars: - AIRTEL is the market leader in a high growth rate. According to the Star, AIRTEL
Company must spend substantial fund to keep up with the high market growth and to fight off
competitors attacks.
3. Dogs :- in dog condition companies have weak market share in the low growth markets.
Players should think whether to continue with this business or switch over to another business.
4. Cash Cows :- Stars with a falling growth rate that still have the largest relative market share
but market growth rate has slowed. No player of telecom lies in cell

PROJECT FRAMEWORK

2.1

PROJECT DETAIL :
The project is to survey the retail visibility in Jaipur region and generate a database
Maintenance model of the data as well. This project covers several aspects of Retail Visibility
which are:

A. RETAIL:
Retail Marketing Group helps our clients see their brand and the retail environment in new
ways. The insight they gain opens the door to new opportunities. Our clients develop a clearer
understanding of their brand's unique position and market appeal as we assist them in putting
these insights to work. The results are higher sales, improved profitability, and enhanced
customer satisfaction. A recent study of the retail segment in India, conducted by KSA
Technopak, states that fashion and food will be the key growth areas within the retailing sector,
accounting for 85 per cent of business.
B. RETAIL IDENTITY:

i.

Store Design and lay outing: Keeping the layout and design for the entire chain of
stores keeping in mind the target audience preferences and tastes.

ii.

Branding: Uniformity in color schemes, establishing the color scheme, maintaining

uniformity in branding exercises.

iii.

Retail Merchandise: Design, production outsourcing and delivery.

iv.

Banners/Posters/Prints: Designing of branding material in continuity to the main

advertising communication.

v.

Uniform Identity of Service Personnel: Marinating uniformity in identity of people

delivering service by means of corporate dress designing and sales/service personnel
training.

C. VISUAL MERCHANDISING:
i.

Display Stands: Designs backed by research and feedback, practical and feasible
designs on the basis of material knowledge and transportability.

ii.

Product Dispensers: Designing based on purchase behavior, Production and final

delivery.

iii.

Banners, Posters and Prints: Designing, Printing and delivery.

iv.

Shop-in-Shops

v.

Signage: In-store and exterior signage.

D. RETAIL VISIBILITY:
Brands have used the synergy between POP display and packaging innovatively to increase
visibility. This also acts as a trigger for unplanned buying.Packaging or the 5th P of marketing
is fast becoming one of the most important aspects of retail merchandising. Advertising can, at
best, leave a mark in the consumers mind, but to elevate it from a mark to a purchase, (point of
purchase) POP plays a significant role. As the Indian market progresses towards mega stores,
shopping malls and hypermarkets, the POP is the last chance for the seller to create a brand
equity that attracts and engages the customer. Any unplanned buying that happens in the store
is possibly a direct result of this touch-and-feel factor. Innovative POP displays essentially
allow better display of merchandising and offer a crucial platform for the product. Research
shows that at least 70 per cent decision-making happens at the POP and that is the importance
of POP display. From being the small dangler displayed at the entrance to a shop, POP display

has today developed into an object of art. In big multi-brand stores, innovative POP
installations create a different kind of magic on the shop floor.
Lets examine some examples from the industry, where the POP display has been specially
designed in the shape of the actual packaging of the product. FMCG brands have traditionally
been dispensing their offerings through a display and packaging synergy, wherein the POP
display is a dispenser similar to the products packaging. All these displays are placed in highfootfall and maximum visibility areas within the retail outlets.
Display and visual merchandising together are used to increase convenience for shoppers
to see, locate and select products.
2.2

MANAGERAIL ISSUE UNDER STUDY :

The project is to survey the retail visibility in Jaipur region and generate a database maintenance
model of the data as well. The tasks under the project are:
A).To visits 200 outlets in Jaipur region with their respective DSE.

B).To looks for the presence and working of the companys and competitors hard merchandising
at these outlets.
C).To find out the companys and competitors sale at these outlets.
D).To generates a database maintenance model for these 200 outlets.
E).To doing research on prospective customer & knowing brand health by mysry
surveys.
G) Also the model must be able to be used for the future addition or modification
in the data.
Put in nutshell, this project will support the marketing decisions of the company regarding
the hard merchandising at the retail outlets.

2.3

RATIONALE FOR THE STUDY :

Tata Indicom have put up glow signs boards (GSB) and other hard merchandising worth around
rupees 1 crore over the past one year. In the competitive market scenario, there is a pressing need

to maintain a record of the retail outlets where we have merchandised in order to make sure the
money spent is utilized as per the desired effect.
There comes the need to have a comprehensive database model of all the retail outlets where
company has merchandised over the past one year. A detailed retail survey was required to assess
the market situation and identify gaps in our visibility. Also, an analysis of the market visibility
status is required by the company before they plan the next round of hard merchandising. The
objective of the project is:
1. To study the outdoor media.
The objective includes the study of all the type of Retail outlets of TATA and its competitors and
find out the positioning of TATA Indicom with respect to its competitors.
2. To study the retailers sign boards.
The objective includes the sample survey of retailers sign boards of TATA and its competitors and
find out the positioning of TATA Indicom with respect to its competitors.
3. To examine the usage of TATA Indicoms glow sign boards in entire city.
The objective includes the census survey of TATA Indicoms glow sign boards to find out the
number of glow sign boards properly used by the retailers.
4.To examine the brand health & customer awareness about new offerings.
The objective includes the survey of prospective customer outside retail outlets/TVS
& also doing mystery survey for knowing retailer tenacity to sale company offerings.
2.4

SCOPE OF THE ROJECT :

The project covered the 600 retail outlets under 4 distributors of Tata Indicom in Jaipur. The
project will help in taking decision regarding the approval of hard merchandising at the retail
outlets and also maintaining the database of all details of the same of both the company and the
competitors.

RESEARCH DESIGN
3.1

METHODOLOGY

The research methodology is needed to define problems, formulate hypothesis or assumptions

and identify solutions by collecting, organizing and analyzing data. The process enables finding
of trends and possible solutions. In the end it is necessary to validate the conclusions in the
context of existing knowledge or theory in the related field, after testing hypothesis.
The project was exploratory survey its main aim was to find the relative positioning of TATA
Indicom with respect to its competitors in terms of the Retail visibility in the Jaipur city and to
give possible suggestions to improve its effectiveness. For doing this survey, I have consider the
three objectives separately and make the strategy to complete it.
Objectives of Research
a) For objective To study the outdoor media
The outdoor visibility can be judged by finding the area of visible media which is a part of companys
advertising. The area can be calculated by noting down the dimensions of the visible media. In case
where all the units of single type of media are same in size, the area can be found by counting the
number of units and then multiplying it with the units common area. To find the total area I visited
each and every street of Jaipur and find out all the visible Hoardings, Kiosks, Bus Shelters and all the
other type of outdoor advertising media of TATA Indicom and its competitors and note down their
number and dimensions accordingly. It was essential to personally visit each site as management may
be unaware of the latest condition of outdoor media.
The data was then arranged in tabulated form and from this all the graphs and charts were made. From
this systematic arrangement of data, graphs and charts, I reached to the findings and was able to give
suggestions.
b).

For objective To study the retailers sign boards

Again the total visibility of retailer sign boards can be found by calculating the visible area. The area
can be calculated by noting down the dimensions of the visible media. To find the total area I visited
each and every street of Jaipur and find out all the visible GSBs and frontlets of TATA Indicom and its
competitors. It was essential to personally visit each site as management may be unaware of the latest
condition of outdoor media.The survey was done zone wise to simplify the analysis. This helps in
better analysis. The data was then arranged zone wise in tabulated form and graphs and charts were
made from it. This led us to findings and to give suggestions.

c).

For objective To examine the usage of TATA Indicoms glow sign boards in entire city

The

procedure of obtaining the data was similar as was in objective 2 but this survey was restricted to
TATA Indicoms retailer sign boards only. The main purpose of this survey was to develop a list of
retailers sign board usage so that an estimate of zone wise rent can be obtained which in turn have to
be given to Nagar Nigam by the company. Another purpose of this survey was to find out the retailers
sign boards which are not properly used by the retailers, are thrown in thrash by the retailers or are
destroyed due to some reason.
To do so all the retailers of TATA Indicom were surveyed and enquired about their sign boards.
This survey was done zone wise and all the data was arranged in tabulated form. Graphs and charts
were made from these tables which helped to analyze the data. By studying these graphs and charts I
reached to my findings and suggestions.
D)

For obj"To examine the brand health & customer awareness about new offerings.

The procedure of obtaining the data was sample survey & convinence sampling.in the rational we have
to select particular counters for brand health survey.also there we have to talk to prospective customers
About there future shopping, awareness about company offerings(999/-) & also there tom, spon,
prepaid.this includes a survey of 200 retail counter & also 200 individuals.
This would give us the information about the brand health & awareness, also the retailer tenacity to
sale of particular offer or product.
This survey give us the feeling of not only the customer needs & wants but also what motivate a
retailer to sale a particular product or service.
The survey was done zone wise to simplify the analysis. This helps in better analysis. The data was
then arranged zone wise in tabulated form and graphs and charts were made from it. This led us to
findings and to give suggestions.

3.2

DATA SOURCES:
The research objectives define the type and extent of information needed to achieve the research
objectives-the data needs are further clarified by the type of research design chosen as well as by
the nature of research. All data sources available to the researcher can be classified as either
secondary or primary. Secondary data are already published data collected for purposes other
than the research problem at hand. Primary data are those generated specifically for the purpose
of the research problem in question.
In our every day life we seek information on something from people, the only way of getting it
are either asking for it or observing the phenomenon on which we want information.
3.2.1 PRIMARY SOURCES:
Data were primarily collected through personal interaction with the target study group
personnel and by personally administering questionnaire to them.
Primary data are collected afresh because secondary data are not available meeting
particular requirement of a study. Therefore, such data are collected for the first time as
original in character. Their collection and verification procedures at times become
costly affair.
The primary sources of data can be:
i.

Retailers

ii.

Distributors

iii.

Sales Executives

iv.

Observations

v.

Questionnaire

vi.

Direct Communication

vii.

Personal Interview

3.2.2

SECONDARY SOURCES:

They exist in published form-books, reports, manuals, tables. They may or may not exactly meet the
requirement of a particular research, particularly relating to individual unit. It is cheaper to have access
to secondary data, more so due to their computerization and access through internet.
Secondary data on the other hand can be collected by researcher from published or compiled research
at very little cost and usually very speedily. Though all marketing research problems make some use of
secondary data, exploratory research situations necessitate using a high proportion of primary data.
The Secondary sources of data can be:

3.2.3

i.

News Paper

ii.

Magazine

iii.

Internet

iv.

Direct Mail

PILOT STUDY:

Sampling plays a vital role in carrying out any marketing research study. There would be hardly any
marketing research study, which does not involve the use of sampling. People are used to drawing
inferences about a large number of items possessing a particular attribute based on an analysis of a
fraction of such items. The data collection through sampling definitely involves a lower cost as
compared to census.A sample is better in situations in which measuring of a particular element, from a
group would destroy the elements or render them useless after examination.
COMPITITOR ANALYSIS:
RELIANCE INFOCOM the biggest private sector CDMA mobile & all telecom service providers
and the biggest competitor of Tata Indicom. With its wide network of users and network spread all
over India, it posses the biggest challenge to Indicom.
TATA INDICOM- CDMA, WLL MOBILE, FWP, FWT PROVIDER. A new player in Rajasthan
trying to establish its foot steps in the market with tough future in the market and threats the present
telecom player with its new idea and deals for the customer satisfaction and services. Presently possess
9 percent market in Rajasthan.

BSNL- Bharat Sanchar Nigam Limited, the biggest telecom service provider in INDIA owned by
government offering all sorts of services starting from basic landline to WLL and GSM mobile phones
(Tarang, Cellone, Excel).
AIRTEL- Owned by Bharti Telecom is the most efficient and widely spread GSM mobile service of
India. It is operating in Rajasthan at a large scale. It posses largest share in Rajasthan.
HUTCH - The Indian brand for GSM mobile services of ORANGE earning a lead in Rajasthan in
telecom sector.
SWOT ANALYSIS
Reliance and Tata both are providing same services on CDMA. Reliance is a major competitor of Tata
so we did here Swot analysis over reliance.
Strengths and Weaknesses Analysis of TTSL over Reliance: Major
Minor
Minor
Major
Particulars
Neutral
Strength
Strength
Weakness
Weakness
Marketing
Company
Reputation
Market
Share
Customer
Satisfaction
Customer
Retention
Product
Quality
Service
Quality
Pricing(Parts)
Effectiveness
Sales Force
Geographical
Network
Dealer network
Organization
Dedicated
employees
Technical skill

Ability to
provide on time
Promotion
Innovation

Opportunities and Threats Analysis of TTSL: Opportunity

1. TTSL may be able to deliver service or
after sale service faster.
2.TTSL also use a Tatas brand image.
3. TTSL may be able to offer more
technological services
4.

Customer retention

Threats
1. Competitors offer services at lower
price.
2. Competitors offer better after sale
service.
3. Easily availability
Of competitors
Services.
4. Connectivity with reliance

For doing this survey we have prepared a questioner based on three points: service part, complaint
solution and satisfaction level. We also wanted to know that what is the market potential of Tata
Indicom in Jaipur city.
After we prepared the questionnaire, the point arises that who are the target audience or who is
to be surveyed? That of course we knew, were the retailers. After that SAMPLE SIZE, how many
people should be surveyed? We have conducted survey for 619 retailers. In these 619 retailers 547 of
them are selling Tata Indicom and 72 are those who are not selling Tata Indicom.
We contacted the retailers personally, so that we can easily understand their view points, such
as whether they are getting information in time or not, do they get regular delivery etc.
By these entire visits to the retailers, we collected a data. This data was of sample size 619.
From that we separated the sellers and non-sellers of Tata Indicom.
Then we arranged the data a tabular form and then statistical form i.e. bar graph, pie charts so
that it should be easy to understand.
After doing this designing we had a very clear and simple picture of all our survey. By these
graph it is very easy to finally reached to the findings.

Type Of Outlet
Non Telecom
Telecom

352
267

43% Telecom Outlets

57% Non Telecom Outlets

Selling Connection of all which operators(619)

Hutch

536

Airtel

547

Reliance

536

Tata

551

Least no. of retailers(526)

Wider Reach ability of Airtel
Most of the retailers presently not selling TATA Indicom

How many new activation in a month

0 to 5
6 to 10
11 to 15
>15
Not Selling
Only RCV

249
69
26
43
72
160

Initially activation ratio were high but presently no of new activations are very low
Big telecom retailers are selling mostly connections

Type of handsets selling most

Black & white
Colored

291
96

Which range of CDMA handset you r selling most?

1000-1500
1500-2000
2000-2500
> 2500
no sale

263
33
77
14
232

Does the distributor timely inform you?

Yes

433

No

114

Timly Availability of Information(547)

500

433

400
300
200

114

100
0
Yes

No

Shortage of RCV
Yes
No

78
469
Shortage of RCV (547)
469

500
400
300

Yes
No

200
100

78

0
Yes

No

Frequency of Distributor's Visit

Daily
Twice in a week
Once in a week
Twice in a month
Once in a month
Not coming

54
295
101
34
15
52

Suggestions
Improve Network
Connectivity with Reliance
improve after sales servises
No suggestion
Handsets should be attractive

356
112
57
77
17

Company Executive Visit

Yes
Never

101
489

FINDINGS:

Close to reach of common people

All telecom shops not covered

Least no. Of retailers (526)

Wider Reach ability of Airtel

Most of the retailers presently not selling TATA Indicom

Initially activation ratio were high but presently no of new activations are very low

Big telecom retailers are selling mostly connections.

Handsets according to customers need (Price wise)

Handsets not up to the mark (Design wise)

People more concern about mass then quality.

Improper information

Mostly ads are in English

Few are not getting even single information

Shortage more in outskirt area

Relatively less retailers

Current retailers not satisfied

Distributor does not cover some areas properly.

Tata indicom has a great potential in rural area.

Young generation are looking for better features not price

TATA loosing its loyal customer because of connectivity problems with Reliance and
BSNL.

Company not getting the Feedback directly from the retailers.

No Customer Care Center in jaipur.

SUGGESTIONS:

Firstly we have to work on Our Network

Resolved the connectivity problem with Reliance and BSNL.

Arrange a quarterly get to gather for retailers so company get the feedback directly from
the retailers.

Improve after sale services

Concentrate more on Telecom shops.

Increase no. Of retailers & focus more on retailer retention.

Contact more retailers.

Handsets for masses.

Easy to handle.

Options should be more in handsets.

Ads through local media also.

Frequency of ads should be increased.

Improve distribution channel.

Improve manpower skills of distributor.

More efficient distributors.

Proper attention for every area by the distributor.

Promotional schemes for distributors.

Target for distributors.

Work on customer retention also.

Bibliography

1.

WWW.Tatateleservices.com

2.

WWW.Tata.com

3.

WWW.Telecomupdates.com

4.

WWW.Google.com

5.

Marketing Management By Philip Kotler

6.

Marketing Research By Rajendra Nargundkar