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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

R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.

STUDY OF TATA DOCOMO

Avowal
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

R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.

STUDY OF TATA DOCOMO

ACKNOWLEDGEMENTS
My special thanks got to our principal Dr. Subhash Deo for giving me an opportunity to do this project and also vice principal of commerce faculty Mr. B. K. Ghate. Not to forget our coordinator Mr. M. R. Sakhalkar for their precious support. I would express my gratitude to Mrs. Ashwini Deosthali, HOD of BMS department & Mrs. Shameem J. Meman for their philanthropic and overriding efforts for developing my career. My novice of the practical world would not have got me far, had it not been under the direction of Mrs. Shameem J. Meman, my project guide.

It was a formidable task but the active guidance and help from Sathish Eknath Ghosalkar (Manager, Roopraj Telecom) it would not have diluted into a research project. Last but not least I wish to acknowledge the support of my family, friends, and each and every member contributed to this project.

R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.

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.

R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.

NO. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. TOPICS CHAPTER 1 01 02 03 04 EXECUTIVE SUMMARY OBJECTIVES METHODOLOGY LIMITATIONS CHAPTER 2 01 02 03 04 05 06 07 08 HISTORY COMPANY PROFILE CUSTOMER SATISFACTION MARKETING STRATEGY AVAILABILITY PLANS COMPETITORS ANALYSIS SWOT ANALYSIS CHAPTER 3 01 PRESENTATION AND INTERPRETATION OF DATA FINDINGS RECOMMENDATIONS CONCLUSION CHAPTER 4 01 02 ANNEXTURE WEBLIOGRAPHY AND BIBLIOGRAPHY 02 03 04 R. E. .STUDY OF TATA DOCOMO INDEX SR.

Tata Teleservices has received a panIndia license to operate GSM telecom services. 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. TTSL. The data for this research was R. under the brand TATA DOCOMO and has also been allotted spectrum in 18 telecom Circles. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. how the customer is satisfied with the service of Tata teleservice through GSM prepaid mobile. The telecom sector is increasing day by day and the competition is getting more and tougher.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. As the title suggest. E. The project is about customer satisfaction for Tata Teleservices Limited with special Reference to GSM prepaid customer in Ratnagiri city. India is the fastest growing major mobile market in the world .Building on leading position in the market. TTSL and has already rolled out its services in various circles. . The research was carried out in survey method. The second objective was to study the features of the technology. Initially Tata service was providing CDMA and after tie up with DOCOMO they come up in GSM as TATA DOCOMO. Aims to capitalize on the growth potential to significantly increase the subscriber base and market share.

Different questionnaires were used for GSM and non existing users. Primary data was collected with the help of questionnaires and interviews. . The sampling size was 200 for each GSM. E. The sampling technique used was random sampling. Secondary data regarding company profile and GSM information was collected from internet. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. non existing user.STUDY OF TATA DOCOMO collected by two methods. R.

 To know the impact of promotional activities on the purchasing behavior of the buyer.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 Customer satisfaction level regarding the services provided by Tata Docomo.  To study the unique features and services offered by Tata Docomo. E. R. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.  To perform a SWOT analysis of TATA Docomo.  To study the various tariffs charged by Tata Docomo.

brochures and journals of Tata Docomo. SECONDARY DATA:  Data Collected from Internet. . SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.  Information received from various pamphlets. R. E.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).

So sample size was limited.  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.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. . E.  The management did not disclose the confidential data.  The study was limited to only few days so each and every aspect of satisfaction could not be covered.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. R.  Inadequate information.many respondents could not have sufficient time to answer/ fill the questionnaire.  Improper decision. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.

E. not just inside laboratories! R.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. DOCOMO has already started conducting LTE trials in physical geographies. the company is clearly the preferred mobile phone service provider with a 50 percent market share. Over the years. Tata Teleservices has received a pan-India license to operate GSM telecom services. mobile payment and a plethora of lifestyle-enhancing applications. Tokyo-based NTT DOCOMO is one of the world's leading mobile operators-in the Japanese market. as also products and services like the i-mode TM. under the brand TATA DOCOMO and has also been allotted spectrum in 18 telecom Circles. while most of the rest of the industry is only beginning to talk of LTE technology and its possible applications. The launch of the TATA DOCOMO brand marks a significant milestone Indian telecom landscape. NTT DOCOMO has played a major role in the evolution of mobile telecommunications through its development of cuttingedge technologies and services. as it stands to redefine the very face of telecoms in India. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. . Today. TTSL and has already rolled out its services in various circles. technologists at DOCOMO have defined industry benchmarks like 3G technologies.

both in terms of services and handset designs. Tata Indicom. the world‟s leading mobile operator will work closely with Tata Teleservices Limited management and provide know.STUDY OF TATA DOCOMO DOCOMO is also a global leader in the VAS (Value Added Services) space. along with Tata Teleservices (Maharashtra) Ltd. comprising of senior personnel from both companies. Tata Teleservices Limited is the pioneer of the CDMA 1x technology platform in India. The Tata Group-NTT DOCOMO partnership will see offerings such as these being introduced in the Indian market under the TATA DOCOMO brand. Despite being a late entrant. E. Incorporated in 1996.000 towns and villages across the country offering a wide range of telephony services including Mobile Services. Today Tata Teleservices Limited. serves over 37 million customers in more than 320. The committee is responsible for identification of the key areas where the two companies will work together.how on helping the company develop its GSM business. DOCOMO. TTSL's CDMA brand. . R. TATA DOCOMO has also set up a 'Business and Technology Cooperation Committee. Public Booth Telephony and Wire line Services. particularly integrating services at the platform stage. Wireless Desktop Phones. has already established its presence and is the fastest-growing pan-India operator. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.

used by over 50% of the country‟s mobile phone users. . and has already redefined the very face of telecoms in India. TATA DOCOMO has received a panIndia license to operate GSM telecom services and has also been allotted spectrum in 18 telecom Circles. E. R.TATA DOCOMO marks a significant milestone in the Indian telecom landscape. through its joint venture with NTT DOCOMO of Japan. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. Tokyo-based NTT DOCOMO is one of the world‟s leading mobile operators-in the Japanese market.STUDY OF TATA DOCOMO HISTORY Tata Teleservices Limited now also has a presence in the GSM space. The company has rolled out GSM services in 14 of India‟s 22 telecom Circles in a quick span of under six months. TATA DOCOMO arises out of the Tata Group‟s strategic alliance with Japanese telecom major NTT DOCOMO in November 2008. the company is the clear market leader. being the first to pioneer the persecond tariff option-part of its „Pay for What You Use‟ pricing paradigm. The company plans to launch pan-India operations by the end of FY 2009-10. and offers differentiated products and services under the TATA DOCOMO brand name.

anywhere with anyone  Opening of endless lifestyle horizons R. . know-how and energy towards the establishment of more "personal communication" with our customers that contribute to their heartfelt satisfaction. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. E.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. 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.

we will improve service quality.STUDY OF TATA DOCOMO To achieve this In order to create a world of more innovative and enriched communications. . enriching functionality and expanding the service area.  Providing products that give customers easy and convenient access to cutting-edge functionality. aggressively move forward with the development of various services. we will fulfill expectations of customers by fulfilling our response to their needs through improved service quality.  Capability to contact whomever. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. courtesy and thoroughness. To achieve this  First and foremost. and at the same time we will provide these services and technologies to an ever expanding area.  Bringing customers another step closer to realizing their dreams. We will also research and develop a more advanced user-friendly communications interface. by providing an expanding and ever-improving selection of services at inexpensive R. from wherever and whenever the customer desires. In addition.  Happiness that comes from heart-to-heart communications. E.  Responding to every customer with consideration. Customer Satisfaction:  Communications those are always ready when needed. building original networks.

we will empower each individual to exert their skills to the utmost of their capabilities and discover new potential. . 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. To achieve this By improving our system and programs for the enhancement of human resources and unifying our human resource development. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. E.  Enable internal corporate communication to flow free from vertical and horizontal organizational barriers. At the same time.  Make the most of the ideas of each individual.  Respect for the individuality and sense of values that are unique to each person.  Foster a corporate culture that is not restricted by conventional thinking and systems. R.  Build a company that overflows with a challenging spirit.  Evaluate personnel based on their merits.  Create a creative office environment that supports the fulfillment of the individual. we will deliver satisfaction to a growing diversity of customers.  Fostering an "open" corporate culture that welcomes the ideas and views of the individual.  Making the most of the talents of each individual in our company.STUDY OF TATA DOCOMO rates.

We will also generate value for our capabilities beyond Indian borders while enabling millions of India‟s knowledge workers to deliver their services globally. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. We will offer unparalleled value to create customer delight and enhance business productivity. E. R.STUDY OF TATA DOCOMO 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. .

 Largest operator in INDIA is BSNL. it is our aim to incorporate information gathered by all five senses to achieve an array of services far beyond anything envisaged to date.  INDIA‟S mobile market is the fastest growing market in the world. For the future.  NTT DOCOMO is already making rapid progress in such areas through a wide range of innovative research.  World‟s leading Japan based Telecom Company. .  Tata Teleservices is the pioneer of the CDMA 1x technology platform in India.  It is the global leader in value added services. Extended systems will link the home. the office and any number of other locations to bring greater convenience to all aspects of everyday life.  Over the years technologies of DOCOMO has defined industry bench marks like 3G technology. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. E. building expertise and techniques as we move forward towards exciting new business opportunities. 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.  Innovating dreams R.STUDY OF TATA DOCOMO STATISTICS  Third largest telecom network in the world.  TATA telecom Incorporated in 1996.

R.  India ended March this year with 391.  In addition to Audio Barcodes and 3D Display System introduced in this website. A future that will unite all of the above advances and many more.STUDY OF TATA DOCOMO  Our goal is to create a broad array of exciting new services.98. Vodafone in GSM services.76 million mobile lines and tele density is around 36. E. cutting edge technologies beyond the imagination are already under development. we are actively realizing 4G technology such as MIMO (Multiple-Input-Multiple-Output) multiplexing technology and a wireless access communications system. regardless of time and space  Telecom industry in India is dominated by major companies like Airtel. to create a world where people can communicate at a higher level. 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.  Researchers at NTT DOCOMO have a clear vision of the future. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. . Services that will bring undreamed-of convenience to people everywhere. What's more. as well as contributing to the establishment of specifications for global standardization.  Competition is very intense due to low differentiation.

2% of market share respectively.6% Vodafone 19.9%. E.  PRICE  It having attractive tariff plan: TATA DOCOMO having 1paisa /sec it is applicable for both prepaid and postpaid R.6 and Tata CDMA has 7. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.STUDY OF TATA DOCOMO  Airtel enjoys 33. . Idea 11.

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. typically by being lower priced or designed for a different set of consumers. 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. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. R. Tata Docomo is doing its bit to change billing practices. If Aircel is redefining how telecom operators approach value added services and GPRS in India. . which is evident from the advertisements of Airtel (Madhavan and Vidya Balan) and Vodafone (Zoozoos) in the past. Currently the game is not played on the price front but Value added services front. E. Indian Telecom space was “Disrupted” by Tata Docomo when they came out with a „1 paisa per second‟ tariff.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.

General Idea about the satisfied customer: Satisfaction is a persona‟s feeling of the pleasure or disappointment. who provide the revenues that. Today organization are aiming at high satisfaction rather than at customer delight because customers who are R.STUDY OF TATA DOCOMO Customer Satisfaction The 21 century belongs to the service sector. 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. There is a new customer emerging today. The customer of yester year was a silent person who uncomplainingly purchased the goods from the market place. It is resulting from comparing a product‟s perceived performance with his or her expectations from it. hopeful. will cover expenses. Customer satisfaction can be defined as. Then they target year by year improvement. Most companies start by establishing a customer satisfaction baseline. Satisfaction is more of an emotional concept. The measurement of the customer satisfaction typically begging when a company realizes that their customer s is the people. . E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. Understanding customer requirement and delivering superior quality goods and services to achieve composer satisfaction lead to the retention and growth of the customer.

SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. Increasing competition (whether for-profit or nonprofit) is forcing businesses to pay much more attention to satisfying customers. Those who are highly satisfied are much less ready to switch over. customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy.STUDY OF TATA DOCOMO just satisfied still find it easy to switch over when a batter offers comes along. R. Some of today‟s most successful companies are raising expectation and delivering performances to match. Customer may state their needs and wants but act otherwise. In a competitive marketplace where businesses compete for customers. These companies are aiming at TCS. .Total customer Satisfaction. They may respond to influential to change their mind at the last minute. 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. They may not be in touch with their deeper motivations. High satisfaction or delight creates an emotional bound with the brand and customer starts looking at an offering emotionally and just rationally. E. The aim of marketing is to meet and satisfy target customers needs and wants but knowing customer is never simple.

STUDY OF TATA DOCOMO  Higher end products where price is not the primary buying factor.  Products with a high service component.  Multiple products for the same customer.  Loyal Customers and Loyal Workforces Building customer loyalty will be a lot easier if you have a loyal workforce not at all a given these days. It is especially important to retain those employees who interact with customers such as sales people, technical support, and customer-service people. Many companies give a lot of attention to retaining sales people but little to support people. The increasing trend today is to send customer service and technical support calls into queue for the next available person. This builds no personal loyalty and probably less loyalty for the firm. Before going this route, be sure this is what your customers prefer.

Instant Feedback:
Recently, many organizations have implemented feedback loops that allow them to capture feedback at the point of experience. For example, National Express, one of the UK's leading travel companies invites passengers to send text messages whilst riding the bus. This has been shown to be useful as it allows companies to improve their customer service before the customer defects, thus making it far more likely that the customer will return next time.
R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.

STUDY OF TATA DOCOMO

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 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.

R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.

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.

R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.

STUDY OF TATA DOCOMO

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.

R. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.

instead of a per minute basis. Tata Indicom had launched 1 second pulse plans. apart from offering free Missed Call Alerts and Voice Mail. 0. 0. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.01/second is a marked change from the Re 1/min and Rs. At present. A fifty little application “How much can you really save” on Docomo‟s website explains how this works.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. Tata Docomo has launched voice portals. which going by their current plans. 24-hour music. appears to have been shelved. . Rs. This means that consumers are charged on a per second basis. E. Now while this plan might sound unique. R. it isn‟t that it hasn‟t been tried before back in 2004. cricket commentary and voice chat.49/min charges that usually apply. and end up saving money on unused seconds.

02/second. 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.STUDY OF TATA DOCOMO Interestingly. 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. They were first to introduce pay per second billing on calls. voice based services are also being priced with a per-second-pulse: 24 hour music and voice chat are priced at Rs. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. and can offer consumers cheaper options. They followed it with pay- R. which is dominated by AirTel and Vodafone. Tata-Docomo also launched its first mobile handset in September 2010. in the pay-per-use paradigm. again. . Tata-Docomo. This is a marked change. E. 0. Caller Tune search service „Genie‟ is also being priced at Rs. 0. which now is followed by every mobile service provider. Tata Docomo has been forefront in coming up with various attractive pricing schemes. The new pricing strategy from Tata-Docomo has changed the rules of the GSM game.02/second. from the per minute pricing. especially.

there is also a caveat – If you thought it was valid for unlimited use…it is not. 25/.bundled with 500 MB free data usage post which the customers will be charged 1p/kb. Orkut). Tata Docomo pay per site plan categorizes each service under 2 different genres – Social Networking Site and Emailing & Instant Messaging. post which customers will be charged at 1p/kb. 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. and Linked In. . There are also 2 Combo options SNS Combo Pack and Emailing Combo Pack and each Combo Pack is priced at Rs. Customers have a bundle of options within various categories of social networking sites (Facebook. Each site under this genre is priced at Rs. 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. Nimbuzz). SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. Tata Docomo pricing strategy. Rediff) and chat messengers (GTalk. Yahoo.STUDY OF TATA DOCOMO per-minute and pay-per-call pricing plans as well which has made them one of the fastest growing Mobile companies in India. Twitter. Having said this. R. E. 10/bundled with 200 MB free data usage valid for 30 days. Yahoo! Messenger. The new pay-per-website offering however. mail options (Gmail.

Existing mobile operators are matching the price and the clear winners are the subscribers since all the competition is sending the prices downhill. since many wireless subscribers. a text which reads “tnx” (for “thank-you”) is charged at 3paise instead of the normal sms charge. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. tend to pepper their text messages with abbreviations and acronyms. Tata-Docomo charges “one paisa per character”. Tata-DOCOMO bills its customers “by-thecharacter”. Tata Docomo pricing strategy. E. It is a very attractive marketing scheme. The Impact Tata Docomo has gathered significant market share. “Per Character” SMS Pricing On 8th September 2009. Under the new plan. rather than on a per message basis. For example. owing to its pricing strategies. the GSM branch of the Indian carrier Tata introduced a novel pricing strategy for text messaging. . Under the brand “Diet-SMS“. almost by habit.STUDY OF TATA DOCOMO We have been quite impressed the way Tata Docomo have gone about their innovative pricing models as well as marketing strategies. R.

where everyone is doing their own thing. is Presently banking on its services to garner visibility and a share in the telecom pie. the youngest among telecom players in India to offer GSM. The ad ends with the super. A couple of the travelers don't like the solemn mood and start humming the Docomo tune. offered pay-persecond billing. 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. Tata Docomo. The latest from the GSM provider is the 'Friendship Express' TVC. The ad opens inside train. The launch of Tata Docomo also announced the intention of the brand to associate with the thought 'do'.STUDY OF TATA DOCOMO ADVERTISING MEDIA CHANNELS India Tata Docomo. E. others pitch in and soon most of the train is singing along. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. Slowly and steadily. for the first time in the country. . 'Why walk alone when we can dance together'. though other telecom providers have followed suit since. R.

Tata DOCOMO‟s unique Keep It Simple Campaign is in a form of a stand-up comedy show with many episodes. and presents the Tata DOCOMO product and/or service as a means of simplifying things. which will be aired during the course of this IPL season. Each individual advertisement starts by illustrating a complexity in the category. It focuses largely on how Tata DOCOMO simplifies the telecom experience. E. . by providing differentiated products and services.STUDY OF TATA DOCOMO 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. aptly titled „Keep It Simple‟. captures the various moods of Ranbir depicting those of Tata DOCOMO R. with the launch of its new brand campaign. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. This campaign is simple. and hence the consumer‟s life.

today appointed Bollywood star Ranbir Kapoor as its brand ambassador. including television commercials. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. E. starting with the upcoming Indian Premier League (IPL) tournament. The company has inked a two-year contract with Kapoor and will roll out various televisions.STUDY OF TATA DOCOMO Advertisement strategy Tata DOCOMO ropes in Ranbir Kapoor as brand ambassador NEW DELHI: Tata Docomo. The company will introduce its new campaign during the IPL tournament. print and outdoor campaigns with the actor. which kicks off on April According to media analysts. "We think Tata Docomo is an inspirational brand and so is the charm and personality of Ranbir Kapoor. We will leverage him in various campaigns to build the brand further. the GSM brand of Tata Teleservices (TTSL)." TTSL Head Corporate Marketing Gurinder Singh Sandhu told PTI. Tata DOCOMO will undertake various marketing initiatives with Ranbir Kapoor. outdoors and retail front displays. he added. print campaigns. . Tata Docomo is expected to spend in excess of Rs 50 crore for the 360-degree campaign during the IPL season. so it is a great match. R.

has found success with its 'Zoozoos'. While Airtel has worked with Shahrukh Khan. Vodafone. Idea Cellular has Abhishek Bachchan as its ambassador. Idea Cellular and Reliance Communications have also appointed Bollywood stars as their brand ambassadors. the egg shaped cartoon characters featured in its ad campaign. E. on the other hand. Saif Ali Khan and Kareena Kapoor.STUDY OF TATA DOCOMO Other telecom operators like Bharti Airtel. R. . SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. Reliance Communications has worked with Hrithik Roshan.

STUDY OF TATA DOCOMO CALL RATES: R. . E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.

SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.STUDY OF TATA DOCOMO Market Competitors of Tata Docomo:  Airtel  Reliance Communication  BSNL  Idea  Aircel  Vodafone R. E. .

STUDY OF TATA DOCOMO SERVICES & NETWORK AVAILABLE  Currently. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. 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 R. .

STUDY OF TATA DOCOMO  Western Uttar Pradesh  Punjab  Rajasthan . R. . SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. Recently Launched. E.Recently Launched Aand Rest of West Bengal.

SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.STUDY OF TATA DOCOMO PLANS Tata DOCOMO Daily Plans. Choose from Daily plans on local. GPRS & Music. STD. R. Night calling. E. why have a fixed plan? A brand new day calls for a brand new plan. Benefits:    Anytime purchase Minimal cost Ease of process How to subscribe: Dial *141# and choose from Daily plans on local. When every day is different. STD. GPRS & Music and make your own Daily Plan. Night calling. .

3 20 Free local minutes @ Rs.12 across Tata DOCOMO Network. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.2)  All Weekly Rental Packs (Rs.5   30 local/National minutes @ Rs.  30 local minutes @ Rs. Networks. . 60 Free Local Night minutes on Tata DOCOMO Network.STUDY OF TATA DOCOMO Product options:- Daily Rental Packs (Rs.  30 Free local On-net minutes @ Rs.14 10 Local/National minutes @ Rs. E.5 on  Now converse through the night.5  R.10)        local at 1p/2sec at 3p/4sec Night On-net at 1p/10sec On-net at 1p/6sec & UK(F) at 3p/sec 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  STD  Local  Local  USA/Canada  Gulf at  All 11p/sec local & National SMS at 1p Talk More Night Talk  30 local minutes @ Rs.

SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.20 5 minutes to USA/Canada @ Rs.  You can activate multiple packs in a day. E. You will get an automated confirmation SMS once the same is configured on our systems. .  The pack will get activated maximum within 2 hrs of request receipt on the system.   World Calling 10 minutes to USA/Canada @ Rs. Cricket Cricket Alerts @ Rs.5 only.5/day Terms and Conditions:  Daily implies active till 12 midnight on the same day of pack activation.10 a. Entertainment 15 minutes FREE music @ Rs. R. 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#.5 a. GPRS 10MB Free Browsing @ Rs.  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 pack on 25 th Feb'10 then the pack with daily validity will expire at midnight of 25th Feburary'10#.STUDY OF TATA DOCOMO a.

E.STUDY OF TATA DOCOMO Pay Per Site Packs:Pay Per Site Type MRP(Rs.) Validity (Days) Combo Packs Mail Combo „Social Networking Sites‟ Combo Mail Packs Gmail+GTalk Rediffmail Yahoo Mail + Yahoo Messenger 'Social Networking Sites‟ Packs Facebook Twitter LinkedIN Orkut Nimbuzz SNS SNS SNS SNS SNS 10 10 10 10 10 30 30 30 30 30 200MB 200MB 200MB 200MB 200MB Mail Mail Mail 10 10 10 30 30 30 200MB 200MB 200MB Mail SNS 25 25 30 30 500MB 500MB GPRS free Usage R. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. .

R. E.  Automatic alerts when your Balance is Low. .STUDY OF TATA DOCOMO 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. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. ISD and National Roaming without rental.

the other followed suit with price cuts everywhere. . E. As soon as they did this. Suddenly the idea of calls being free was not so outrageous. The competitive environment of TATA DOCOMO can be looked at from the following perspectives R. 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. TATA DOCOMO broke the old system of tariff by introducing per second billing system. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. In June 09.STUDY OF TATA DOCOMO Competitor Analysis The competition has intensified the past few months with new players and schemes coming in. The prices were reduced to such an extent that the viability of the business was in questions.

As a result of this the market gets crowded though incumbents‟ still hold larger market shares are shown above. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. . R. 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.STUDY OF TATA DOCOMO  Market share The government issued fresh licenses in 2008.

the market capitalization of listed telecom companies has fallen. E. .STUDY OF TATA DOCOMO  MARKET CAPITALISATION: As profits margins are becoming thin. Though there have been some signs of recovery R. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.

 Airtel with its inception on 2001 renders number of customers but their tariff.1 and National sms at Rs. whereas Docomo introduced SMS charges based on the number of characters. .STUDY OF TATA DOCOMO Airtel vs Tata Docomo  The equal competitors are coming up with their new tariffs.  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.50.  On 30th Oct the leading mobile service provider Bharti Airtel launched their much awaited “Pay per Second” tariff all throughout India. But Docomo‟s 1p/sec throughout India makes consumers to keep track of their account and controls expenses. call rates to different network makes confusion and remains unstable.1.  Airtel has kept different SMS charges even in their Pay Per Second plan with local sms being charged at Re. special packs and their varying services to prove themselves to be much competitive and trying to anchor them firmly in this mobile sector. No recharges are needed to opt for per second calling after one year. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. E. plans. The tariff comparison with Airtel and TATA Docomo is as follows. R.

so this is the place where Docomo has to establish itself. Docomo‟s does not charge anything extra for activating the per second pack since the tariff plan by default is on per second basis. But Tata Docomo is offering a limited period offer of STD calls at 1p/sec. beating market leader Bharti Airtel yet again.2p/sec.2p/sec .5 million new users in September. But Airtel is older than Docomo so it has compact network links than Docomo .  The Airtel tariff calculation is hard ranging from 1p/sec to 1. Do have your say what you edict is going to be ? R. but 20% higher to other operators whereas A2A calls are kept at 1p/sec and that to other operators are charged at 1. The battle has just begun as new operators are still to join the war. .64 to Rs. E.STUDY OF TATA DOCOMO  Package activation of Airtel ranges from Rs. Meanwhile it is found that Docomo with both GSM and CDMA network added over „4 million‟ subscribers in September. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. Airtel had 2.99 and varies from circle to circle.

E. WEAKNESS:  Signal strength. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. R.  Postpaid connections are not available as of now.  Customer services are not satisfactory.  Concentrating only on rural areas. .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.

Calling integrated offers. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. SMS.  Heavy competition from all other network providers. R. THREATS:  If signal strength is not increased it may lead to change in the network service by the customers. E.  To introduce new combined plans like. Internet.STUDY OF TATA DOCOMO OPPORTUNITIES:  Have a great opportunity to expand its services.  Tata has to clarify whether this 1ps/sec will continue till its lifecycle.  Introduce 3G compatible services. .  To introduce any new plans for internet users.

. R.STUDY OF TATA DOCOMO PRESENTATION. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.1) Are you using mobile? ANSWERS NO.OF RESPONDENTS PERCENTAGE% a YES 192 96 b NO 8 4 Respondents 4% Yes 96% No Interpretation The above graph shows that 96.5% people are not using mobile.5%people are using mobile and 3. ANALYSIS AND INTERPRETATION OF DATA Q.

OF RESPONDENTS PERCENTAGE % 83.2) Does it really matter whether you go for GSM or CDMA? ANSWER NO.83.5 a b YES NO 167 33 Respondents No 17% Yes 84% Interpretation The above graph shows that people are more concerned about the technology they are using. And 16. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.5 16.5% users have no concern from that.STUDY OF TATA DOCOMO Q.5% users are concerned about technology. R. .

SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. R.5 Respondents 60% 50% 40% 30% 20% 10% 0% Excellents Good Average Bad Worst Respondents Interpretation The above graph shows the rating given by GSM mobile users to the voice quality.STUDY OF TATA DOCOMO Q. E.3) How would you rate the voice clarity of your GSM mobile connection? ANSWER NO.5 d Bad 9 4. .5 e Worst 3 1.5 21.OF RESPONDENTS a b c Excellent Good Average 32 113 43 PERCENTAGE % 16 56.16% GSM users are delighted with quality and 56.5% users are satisfied with that.

00% 46. GSM users are getting better coverage strengths.00% 0.OF RESPONDENTS a b c Excellent Good Average 93 63 34 46.50% 17% 5% Excellent Good Average Respondents Bad 0% Worst Interpretation The above graph depicts the coverage strength experienced by the GSM users. E.STUDY OF TATA DOCOMO Q. 46. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.5 31. . R.50% 31.5% GSM users are highly satisfied with network coverage.00% 30. 31.4) How would you rate network coverage strength on GSM mobile connection? ANSWER NO.00% 20.00% 10.00% 40. 5%are not satisfied with that.5% users are satisfied.5 17 PERCENTAGE % d Bad 10 5 e Worst 0 0 50.

call divert. .5) How would you rate supplementary facilities like call wait. call hold.24% users are highly satisfied. R.OF RESPONDENTS a b c Excellent Good Average 48 76 68 PERCENTAGE % 24 38 34 d Bad 8 4 e Worst 0 0 40% 30% 20% 10% 0% Excellent 24% 38% 34% 4% Good Average Respondents Bad 0% Worst Interpretation The above graphs shows the satisfaction level of GSM mobile users . SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. 38% are satisfied.STUDY OF TATA DOCOMO Q. call conference on GSM mobile connection? ANSWER NO. call forward. E. 34% are find it average and 4% are dissatisfied with supplementary services offered to them.

.50% R.50% 22.50% 38. E.5 Excellent Good Average 60 77 45 b c d Bad 13 36.5 50% 40% 30% 30% 20% 10% 0% Excellent Good Average Respondents Bad Worst 2.STUDY OF TATA DOCOMO Q.5 e Worst 5 2. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.50% 36.6) How would you rate the Internet connectivity and data transfer service on GSM? ANSWER NO.OF RESPONDENTS a PERCENTAGE % 30 38.5 22.

.STUDY OF TATA DOCOMO Interpretation Still many people are not aware of internet services offered to them by their services provider .5% are not satisfied with that. and 36. 30% users are highly satisfied. E.5% are found it average. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.GSM users are more satisfied with the internet and data services offered to them then other competitors. 22. R.

50% 39.50% 37.5 d Bad 16 8 e Worst 5 2.00% Ewcellent 12.00% 0. .00% 10.7) How would you rate security and confidentiality regarding call theft on GSM mobile connection? ANSWER NO.5 39. E.00% 40.50% 8% 2.5 37.00% 15.OF RESPONDENTS a b c Excellent Good Average 25 79 75 PERCENTAGE % 12.5 45.00% 20.00% 30. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.00% 35.STUDY OF TATA DOCOMO Q.00% 5.50% Good Average Respondents Bad Worst R.00% 25.

5% users find it average.5%users find it good. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. R.STUDY OF TATA DOCOMO 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. . E. 39. and 8% users find it not at satisfactory level. 37.

9.50% 9. E.5 PERCENTAGE % d Bad 19 9.5% users find it average.OF RESPONDENTS a b c Excellent Good Average 20 84 73 10 42 36.50% 2% Good Average Respondents Bad Worst Interpretation Although 10% find it excellent but 42% users find it good.8) How would you rate dual personal and business number facility on GSM mobile connection? ANSWER NO.5% find it bad and 2% find it not satisfactory. R.STUDY OF TATA DOCOMO Q. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. . 36.5 e Worst 4 2 50% 40% 30% 20% 10% 10% 0% Excellent 42% 36.

00% 40. R.5 PERCENTAGE d Bad 25 12.5 e Worst 10 5 50. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.50% 5% Average Respondents Bad Worst Interpretation 7.5 32.50% 12. E.00% 20.00% Excellent Good 7.5%find it average.STUDY OF TATA DOCOMO Q.5% are not satisfied with it.50% 32.9) How would you rate tariff rate of your Tata Docomo prepaid connection? ANSWER NO.00% 30.5% Tata Docomo mobile users find it excellent.OF RESPONDENTS a b c Excellent Good Average 15 65 85 7. 12.50% 42.5 42.00% 0. . majority of users 42.00% 10.

00% 20.5 d Bad 5 2.00% 40. .17.00% 10.50% 42.5 e Worst 0 0 50. 42.00% Excellent 37.5% find it average and 205% are not satisfied with it.00% 30.) How would you rate STD tariff plans of Tata Docomo communication? ANSWER NO. R.5 42.5%are satisfied with that.5% respondents are delighted with the STD tariff plans.5 17.50% 17. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.OF RESPONDENTS a b c Excellent Good Average 75 85 35 PERCENTAGE % 37.00% 0.50% Good Average Respondents Bad 0% Worst Interpretation The above graph shows that 37.STUDY OF TATA DOCOMO Q10.50% 2.

R.00% 20. E.00% 30.00% Excellent Good 8.OF RESPONDENTS a b c Excellent Good Average 17 35 74 PERCENTAGE % 8.00% 0. Some of them said they are not satisfied with their services.00% 10.50% 17.STUDY OF TATA DOCOMO Q.5 37 d Bad 46 23 e Worst 28 14 40. And most of customers find it average. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.11) How would you rate the customer care service of Tata Docomo mobile connection? ANSWER NO. .50% 37% 23% 14% Average Respondents Bad Worst Interpretation When I asked the customers of Tata Docomo about the services of Tata Docomo customer care 17% said that it is excellent.5 17.

STUDY OF TATA DOCOMO Q. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. E.12) According to you what is the biggest strength of GSM mobile? ANSWER NO. .OF RESPONDENTS a Voice clarity b Cheaper internet facilities with less expensive handsets c Cheaper handset with more features d Less chances of handset theft 34 17 48 24 56 28 62 PERCENTAGE % 31 R.

R.24% of users say that cheaper handset with more features make GSM a popular choice. According to 17% of users lesser chances of handset theft is the biggest strength of GSM. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. .STUDY OF TATA DOCOMO 35% 30% 25% 20% 15% 10% 5% 0% 31% 28% 24% 17% Voice clarity Cheaper internet Cheaper handset with facilities with less more features expensive handsets Respondents Less chances of handset theft Interpretation Majority of GSM users consider good voice clarity as the biggest strength of GSM.

00% 60.00% 10. . SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.5 A Less flexibility of changing service provider 79 b International roaming very limited 70.00% 121 60.STUDY OF TATA DOCOMO Q13) According to you what is the biggest weakness of GSM mobile? ANSWER NO.5 60. R.00% 0.50% Less flexibility of changing service provider International roaming very limited Respondents Interpretation The majority of users said that the biggest weakness of GSM is the limited international roaming facility.00% 40.50% 39.00% 30. E.00% 50.OF RESPONDENTS PERCENTAGE % 39.00% 20.

50% 20.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.5 20.5% users will like to recommend the GSM technology to their friends and relatives.00% 40.00% 10. R.20.00% Yes No Respondents Can't Say Interpretation 44. .5 35 35% 20.50% 89 41 70 44.00% 30.00% 0.00% Yes No Can‟t say 44. E.OF RESPONDENTS PERCENTAGE a b C 50. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.5% users would not recommend it to their friends. and 35% are not sure for that.

.STUDY OF TATA DOCOMO Q15) Is Tata Docomo prepaid voucher easily available at retailer outlet? ANSWER NO. 23% say that it is not easily available. and 26% found it not available at sometimes. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. R. E.OF RESPONDENTS PERCENTAGE a b C Yes No Sometimes not available 60% 50% 40% 30% 20% 10% 0% Yes 51% 102 46 52 51 23 26 23% 26% No Respondents Sometimes not available Interpretation Majority of respondents 51% found prepaid voucher easily available at retail outlet.

OF RESPONDENTS PERCENTAGE % 7.) How would you rate international roaming facility on GSM mobile connection? ANSWER NO.00% 0. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.00% 10.5 30. R.22% find its good 28% find it‟s not satisfactory.50% Average Respondents Bad Worst Interpretation Majority of people find international roaming facility is not satisfactory.00% 20. .5 22 25 a b c Excellent Good Average 15 44 50 d Bad 56 28 e Worst 35 17.00% 25.00% Excellents Good 7. E.STUDY OF TATA DOCOMO Q16.00% 15.50% 22% 25% 28% 17.00% 5.

E. .17) Information about TATA DOCOMO is through? Respondents 27% 5% 68% Media Family Friends R.STUDY OF TATA DOCOMO Q. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.

E. Respondents Yes No 8% 92% R. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.STUDY OF TATA DOCOMO Q18) Attractiveness of customers towards TATA DOCOMO. .

Average 3% Good 20% Excellent 77% R.19) Opinion regarding tariff plan offered by TATA DOCOMO. . E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.STUDY OF TATA DOCOMO Q.

20) Opinion towards paisa/second pulse. Respondents Stongly Satisfied Satisfied Dissatisfied Strongly Dissatisfied 8% 5% 27% 60% R.STUDY OF TATA DOCOMO Q. E. . SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.

E. . SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.21) Suggest others to take TATA DOCOMO.STUDY OF TATA DOCOMO Q. Respondents Yes No 10% 90% R.

STUDY OF TATA DOCOMO Q. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.22) Connectivity of TATA DOCOMO. Respondents Excellents Good Average 27% 43% 30% R. .

Respondents Yes No 25% 75% R. .STUDY OF TATA DOCOMO Q. E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.23) Awareness of TATA DOCOMO.

there is a scope for improvement.  The call rates are found to be at par with the other competitors. .  More stress was given on customer acquisition then satisfying the Existing customers. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. 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. p/sec.  The availability of the recharge voucher was found good.  Most of the respondents found the customer care service is not satisfactory.  GSM users are satisfied with good coverage strength anywhere.  The voice clarity of GSM is better than CDMA. R. But some time it is not available. services in the country.  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.STUDY OF TATA DOCOMO FINDINGS  It is found that TATA Teleservices is the first company to launch prepaid 1 pec.  Nearly all the respondents told that Quick Problem Solving is desirable quality in the customer care Executives. E.  The queries and problem of the customer were solved but not immediately.

E. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. R.  It is found that international roaming facility is not so good as it should be. As internet connectivity and data transfer is cheaper with GSM. call divert.  Supplementary facilities like call wait call forward. call hold.STUDY OF TATA DOCOMO  Many people who are interested in internet connectivity and data transfer services get attracted to GSM. call conference is satisfied the users. .

which is not up to the mark  Call rates is affordable so it should be maintained at this level.  The customer care executives should be more efficient in handling the customer and also more friendly and polite their conversation.  The overall image of the customer care services was found to be good but with some loopholes related to delays in problem solving. which needs to be preserved in future.STUDY OF TATA DOCOMO Recommendations  The availability of recharge voucher should be made available when required by the customers. R. while dealing with the customer.  After sales service is required to be maintained properly. .  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. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. E.  The network coverage is another asset for the company‟s image. As this give the good impression about the company.

call forward. call divert. E. call conference should be made more effective to attract customers. call hold. . but majority of them are not aware of the technology they are using.  Supplementary facilities like call wait. R. Hence awareness should be created among them regarding advantages and differences in the technology.STUDY OF TATA DOCOMO  Many people are using mobile. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. Many tines it happens that a person doesn‟t know which technology satisfied his need.

Tata Docomo is providing some unique features and services like pay per second. This is the critical factor to attract various customers. Awareness of the Tata Docomo is spreading widely among people due to their promotional activities. . pay per site plans that are making them being different from their competitors. Tariff charges introduced by the Tata Docomo are found to be cheaper than other services.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. Wide range of schemes is also leading to increase in number of customers with rapid pace for Tata Docomo. 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. Buyers are now insisting for cheaper plans or threatening to opt out. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. E. Tata Docomo has emerged as a giant killer due to their tariff plans and heading towards the position of dominator. R. SMS per character.

SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.3) How would you rate the voice quality of your GSM mobile connection? a) Excellent c) Average e) Worst b) Good d) Bad R.2) Does it really matter whether you go for GSM or CDMA? a) Yes b) No Q. .1) Are you using mobile? a) Yes b) No Q. E.STUDY OF TATA DOCOMO ANNEXURE Questionnaire Personal details: Name: Address: Occupation: Gender: Male ( ) Female ( ) Q.

E.5) How would you rate supplementary facilities like call wait. call divert.STUDY OF TATA DOCOMO Q. call hold.6) How would you rate internet connectivity and data transfer service on GSM? a) Excellent c) Average e) Worst b) Good d) Bad R. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. call conference on GSM mobile connection? a) Excellent c) Average e) Worst b) Good d) Bad Q. call forward.4) How would you rate network coverage strength on GSM mobile connection? a) Excellent c) Average e) Worst b) Good d) Bad Q. .

STUDY OF TATA DOCOMO 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 R.8) How would you rate dual personal and business number facility on GSM mobile connection? a) Excellent c) Average e) Worst Q. E.7) How would you rate security and confidentiality regarding call theft on GSM mobile connection? a) Excellent c) Average e) Worst Q. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.

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.10) How would you rate STD tariff plans of Tata Docomo communication? a) Excellent c) Average e) Worst Q. b) Good d) Bad b) Good d) Bad R.STUDY OF TATA DOCOMO Q. . SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. E. d) Less chances of handset theft.

E.13) According to you what is the biggest weakness of GSM mobile? a)Less flexibility of changing service provider. . SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. b)International roaming very limited.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. Q.16) How would you rate international roaming facility on GSM mobile connection? a) Excellent c) Average e) Worst b) Good d) Bad R.15) Is Tata Docomo prepaid voucher easily available at retailer outlet? a) Yes b) No c) Sometimes not available Q.STUDY OF TATA DOCOMO Q.

21) Suggest others to take Tata Docomo a) Yes b) No Q. a) Average b) Good c) Excellent Q.22) Connectivity of Tata Docomo a) Excellent b)Average c)Good Q.19) Opinion regarding tariff plan offer by TATA DOCOMO.17) Introduction about Tata Docomo is through a)Family b)Friends c)Media Q. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI. E.23) Awareness of Tata Docomo a) Yes b) No R.20) Opinion towards paisa/second pulse a) Satisfied c) Dissatisfied b) Strongly d) strongly dissatisfied Q.18) Attractiveness of customers towards Tata Docomo a) Yes b)No Q.STUDY OF TATA DOCOMO Q. .

com  www.tatadocomo.tatadocomo.com BIBLIOGRAPHY:  Digit (monthly magazine)  Times Of India  Hindustan Times R.STUDY OF TATA DOCOMO WEBLIOGRAPHY:  www. E.mobilenetwork. .com  www.divein. SOCIETY’S GOGATE JOGALEKAR COLLEGE RATNAGIRI.com  www.fonearena.