REVENUE GENERATION FOR ACE

PROJECT FOR TTSL-Guwahati

SUBMITTED BY:
SAYAN DAS
A1802009210
MBA-IB
BRIEFING

Indian Wireless Operators – Revenue Market Share 

TRAI data reveals that the overall wireless industry revenues grew 3.3% after remaining
consistent .
Bharti Airtel still leads the Revenue Market share in Wireless segment with a Pan India share
of 32% down from 32.8% a year ago and a a peak of 33.9% in June-09. This is how Wireless
Operators ranked Revenue Market Share at the end of March-2010.
• Bharti Airtel  32%
• Vodafone 20.8% [Consistent]
• Idea Cellular 12.7% [Moderate Growth, but commendable]
• TATA INDICOM Communications -11.7% [ Losing to competition ]
• BSNL 9.3% [ Loser]
• Tata Tele [ Gaining on the back of DoCoMo’s innovative strategies]
• Aircel 4%[Selective]
Overview- Tata TeleSevice Ltd

TTSL - PROFILE
• Brand Name: TATA Indicom
• Network: CDMA 2000-1x
• Network Coverage: 20 Telecom circles
• Subscriber base: > 2 million
• Market Share: 8 . 10%
• Subscriptions: Post Paid, Pre Paid , internet facility
• TATA Teleservices is part of the INR Rs. 2,51,543 Crore TATA Group, that has over 80
companies, over 3,30,000 employees and more than 3.2 million shareholders. With a
committed investment of INR 36,000 Crore in Telecom , the Group has a formidable presence
across the telecom value chain.
• TATA Teleservices spearheads the Group’s presence in the telecom sector. Incorporated in
1996, TATA Teleservices was the first to launch CDMA mobile services in India with the
Andhra Pradesh circle.
PCO MARKET

Facts –n- Figures

• STD PCO booths as a franchisee model started in 1987.
• Currently there are 23.24 lakhs PCOs in India.
• There is a PCO in every 2 square kilometers.
• Generates direct employment of about 1.9 million people.
• Total PCO revenue at Rs.4,100 Cr. Contributes to 13.4% of total telecom revenues and 32% of
long distance revenues.
Key Drivers
• Good Return on Investment through higher commission structure.
• Entry of private operators growth opportunity is wider.
• Employment opportunities.
• Competent focus on PCO through dedicated team for acquisition and servicing.
Objectives of the project

• To understand revenue generation model of the organization.

• DEL Acquisition
• Beat Plan Develop According To Revenue
• Analysis of the service market
Challenges confronting PCO business
• Declining revenue
• Increasing non active base
• No systematic approach on RCV servicing
• DRE absenteeism
• Virtual selling, no physical examination of DEL
• Lack of data utilization by distribution
• Communication gap
• FOS lacking marketing approaches
Strategy

Repeated attempts to launch ACE failed in Delhi; finally the circle followed a strategy
centered around DREs to get the program off the blocks

1. Complete involvement of DREs from beat planning to implementation.

2. Formal structured training to DREs on ACE module

3. R & R Program for DREs on beat adherence & attendance.

Implementation steps

•Forward looking distributors

1 Identify torch bearers •Better engagement with business
•Having dimensioned number of FOS

•Tata PCOs
2 Conduct physical mapping of PCOs •Competition PCOs
•Engage trainees/agencies for the job

3 Train DREs •Explain advantages of systematic distribution

•Divide the entire market (mapped PCOs) among DREs

•300 to 400 DELs per DRE
4 Create beats •Create 6 beats for every DRE, each beat representing
outlets to be covered in a day
•50 to 60 DELs (approximately 30 outlets) per beat

•Announce DRE R&R for beat adherence

5 Implement •Accompany DRE in the first week - handhold
•Fill up the beat book with DRE daily
Critical aids

Beat adherence sheet

A tracking sheet showing the date wise DRE beat visit , no of customer visited, no of recharge
done , beat revenue for the day.

Monthly summary sheet

Day/ week wise sales & revenue performance

Beat master
The complete detail of the customers which includes Del no, status of Del (Active/ Grace),
address, border area, alt no., DRE Name, beat no, type of customer ( TATA PCO/ NON TATA) and
competition presence and revenue.

Daily visit report

The visit status of the DRE showing the sale of the RCV & also mentioning the reasons behind, in
case of the non-sale of the RCV’s.
 Monitoring mechanism
• 1) Daily Beat Performance report send by Channel Manager.

Daily Beat
Performance report Format

• 2) Surprise Visit at Distributor point (minimum 4 times in a month)

• 3) Weekly beat performance report send by Channel Manager

Weekly beat
performance report Format

• Operator ownership program:

1. A) Allocate 50 customers to each Channel Manager
2. B) Allocate 30 customers to each Cluster Head
3. C) Each CM/ CH visits these customers every month
4. D) Non compliance of DRE beat reported to distributor and circle head for corrective
action
 Challenges and steps to overcome them

Challenges

 Conviction among the DREs

 A habit to work according to the beats
 Seriousness
 Absenteeism

Steps to address challenges

1. Training & daily gate meeting: made the DREs understand that only ACE can help us to work in
and organized way and serve the market better.

2. Routine check of Beat book: a routine check of the beat book ensures a smooth working of this
program and made a habit to work according to the beats.

3. Beat Performance Discussion: One to one discussion about the beat performance creates a
seriousness among the DRE’s regarding the Beat-Book Working.

4. Reward and Punishment: Absenteeism is still a major challenge which can be overcome through
the reward and punishment norms.
Expected outcome of the program

 Better RCV/recharge servicing to the customers

 Reducing distribution gaps - tap untapped customers

 Create opportunity for the DREs to meet the non-tata customers (earlier the DRE’s didn’t
get time to meet and churn the non-tata customers due to flying calls; the DREs had to
rush from one area to another to recharge a PCO)

 Revenue Growth

 Improve operator relationship

Derivation
RESEARCH & METHODOLOGY
1.Objective of the study
• Primary objectives: A comparative study of PCO service providers with TTSL PCO
2.Preparation Of Research Deign:
• A research design is the arrangement of the condition for collection & analysis of data. Actually it is blue
print of research project. The research design is follows: Exploratory Research
3.Data Sources:
• The data collection process was carried out in various stages. These stages can be clubbed two major
heads.
• Primary source- Schedule and observation
• A random survey was carried out according to my convenience while going out to contact the respondents.
As most of the pco operators are uneducated or having less knowledge so questions were asked to them
and schedule were filled by me.
• Secondary Sources: Competitors Marketing strategy, TRAI website, Marketing Journals, Projects Analysis
of Reliance, Airtel & BSNL and TeleomTiger.
4.Data collection techniques:
• The data was collected through schedule and observation...
• (A).Schedule: The data was collected through open and closed ended schedule, in which question were
asked in a logical order. Each question has a specific meaning. The data analysis is based on the data
collected through these questions.
• (B)Observation: For making the clusters firstly observation cm survey was carried to see which \all areas
are of prime importance.
5.Market Segmentation (cluster):
• The market segmentation was done keeping in mind that what is the usage or the revenue generated by
that pco area.
• The cluster that was made are as follows.
1.Maligoan 2.Fancy Bazar
3.Rajgarg ,Commerce 4.Zoo Road
4. Basistha, ISBT 6.Machuwa
Working
• Average score of TATA Indicom PCO SERVICES in Guwahati region along with comparison with
competitors-
• Here the mapping of brands is done on 12 reference points
1)Timely recharge reminder call by the service provider.
2)Timely information about promotional scheme.
3)Service quality to customers
4)Connectivity by the service provider
5)Voice Clarity by the service.
6)Call quality
7)Commission provided to customers.
8)Technical support to customers
9)Additional feature provided by service provider
10)Profit maximizing service.
11)Dealer representative visit.
12)Advertisement material provided by service provider to customer.

 
 
CONCLUSION & RECOMMENDATIONS
• Proper maintenance of records that which no. is going to lapse on which date, what was the last date the
operator recharged etc.
• Company should also sell directly both the pco connections as well as recharge vouchers so that monopoly
and unfair practices should be stopped.
• Personalized phone instruments like that the company goes into tie-up with any company and produce
instruments for the operators.
• Technical Support from Company side by experienced and highly qualified technicians. 
• Effective & efficient dealer representation has to be done, by forcing and imposing fine on the dealers by
fixing their targets of both retention and new connections.
• To Launch Scheme like Bonus Talk Value, Talk Time so that the operators do more recharging and company
gets more revenue and more sale.
•  In order to increase the customer satisfaction level the prominent factor is from “Dealer Side”. If dealers
of TATA INDICOM PCO services increases visits to customers and provide adequate technical support to
PCO users, then customer satisfaction level will definitely increase
• In order to increase the customer satisfaction level the prominent factor is from “Dealer Side”. If dealers of
TATA INDICOM PCO services increases visits to customers and provide adequate technical support to PCO
users, then customer satisfaction level will definitely increase.
• Another important factor for increasing customer satisfaction level is to provide “Advertisement Material
To Customers”. This will not only provide customer satisfaction but also act as promotional tool to draw
more sales
• As TATA INDICOM is leader in the market with regards to its service quality but it lack in giving customer the so called “after
sales service”. Now this after sales service is to be given by TATA INDICOM LBA’S to the customers.

• “MONTHLY CUSTOMER SERVICE CAMP” will allow the customer to come and enquire about the features, express there
problems, on the other hand it is equally important for the company as it will enable to find the loop holes, ideas of new
scheme to be launched in market, sensing the behavior of customer.
• Such activities will also trigger the sales figure as more and more people come to know about the existing features of TATA
INDICOM and this will allow them to compare brand with other, and as we TATA INDICOM is having a very high quality
service so definitely ball will be in our court.

• Advertisement material provided to customer is a very important issue that should be considered by TATA INDICOM on
urgent basis. Customer has taken connection for earning money and hence he requires adequate and suitable
advertisement material to display its product/service. Customers have strong dissatisfaction towards service provider for not
providing enough of advertisement material to them, and competitor is taking this is an opportunity. Company should
provide “BANNER WITH SHOP NAME AND TATA INDICOM LOGO” to the customers, so as to reduce the dissatisfaction level.
Thank You