You are on page 1of 60

To identify potential business

channel partners for tata


teleservices ltd

Project Report in the Partial Fulfillment of the Requirement for


the Award of Degree of

MASTERS OF BUSINESS ADMINISTRATION


GURU NANAK DEV UNIVERSITY,
AMRITSAR

SUBMITTED TO: SUBMITTED BY:


Department of Commerce Bhaeo Kirpal Singh
Guru Nanak Dev University Roll No. 880692
Amritsar M.B.A (Hons.) MRM

DECLARATION
The Senior Manager,
Tata Teleservices Ltd.
Chandigarh.

Respected Sir,

It is to affirm that all the information in this project report has been extracted
from the showrooms/shops of the people by getting questionnaire filled by them.
Moreover various officials and employees of Tata Indicom were also consulted for the
same. The area undertaken by me was various Annual Maintenance Contractors,
Computer Hardware Distributors, Dealers and Retailers of the Tricity.

I assure that this is first hand information which is based on surveys that were
conducted by me in the above mentioned areas. There is no exaggeration and under
estimation in the report.

Bhaeo Kirpal Singh

ACKNOWLEDGEMENT
One who is learning to walk can see assurance in the several hands that are there to
hold him/her against faltering and several voices that can cheer him on. I have drawn
this analogy to script my gratitude towards several people who have facilitated my
steps toward this project. This section is mainly to acknowledge my sincere thanks to
those who have helped me in bringing out this project who have been always
supportive and considerate during the course of the project.

With deep sense of gratitude I would like to take this opportunity to express
my special thanks to honourable Mr. Ashwini Kumar Sharma, Senior Manager –
HNI Sales, Cluster Head – Chandigarh who allowed access to his cluster and gave
me the freedom to use the facilities available in the vicinity of the cluster.

I am immensely grateful and indebted to my project guide Mr. Neeraj


Chopra, Manager – HNI Sales, Chandigarh who assigned me the project and was
always a sincere advisor, mentor and an inspiring force behind this report. He has
been extremely generous with his time and rendered me all possible help to see this
work complete.

In addition to them I would also like to thanks other employees of Tata


Indicom, my teachers, friends who were the motivating force behind this project.

Bhaeo Kirpal Singh

PREFACE
The field of business professional study is incomplete without practical
knowledge. Therefore, summer training program is designed to provide a glimpse of
real work environment of organization. These real life situations are entirely different
from the simulated exercises in all artificial environments inside the classroom. This
fact consolidates the session of summer training in MBA curriculum. Training can be
described as a planned process to modify attitude, knowledge or skill behaviour
through learning experience to achieve effective performance in an activity or range
of activities. In order to achieve practical positive and concert results, the classroom
had to be effectively wedded to the realities of the situation existing outside the
classroom to develop managerial and administrative skills.

The project has been written in simple words to explain the competition in real
life situations. I expect that this work will be helpful for managers of Tata
Teleservices Limited.

EXECUTIVE SUMMARY
Tata Teleservices Limited (TTSL) is a part of the Tata Group of Companies,
an Indian Conglomerate. It runs under the brand name Tata Indicom, in various
telecom circles of India. My training period in this company has given me a lot of
confidence. This summer training has provided me the knowledge about the
competition in Telecom Industry. The aim of the project is to identify the potential
business channel partners of Tata Teleservices Limited (TTSL) for their new product,
High Speed Internet Access in the Tricity. To analyze the collected data and make
suggestions to identify the new channel partners. The project uses the methodology of
questionnaires to bring out what the showroom owners/shopkeepers of the region
perceive for the same. The data collected through the means of questioning these
respondents’ drills down what is better of which company and their personal data.
Hence, distinction is made according to which company provides which feature better
and also ranking the retailer according to his capability.

The project helps the organization in knowing their strengths and weaknesses
and the capability of retailers for the new product. I had been assigned as a trainee in
the HNI Department. During the course of one and half months I did this project.

SECTION – 1
Introduction to The Organisation

Introduction:-

The Tata Group is one of India’s oldest, largest and most respected business
conglomerates. The Tata Group is a multinational conglomerate based in Mumbai,
India. In terms of market capitalization and revenues, Tata Group is the largest private
company in India. It has interests in Steel, Automobiles, Information Technology,
Communication, Power, Tea and Hotels. Tata is a rapidly growing business group
based in India with significant international operations. Revenues in 2007-08 are
estimated at $62.5 billion (around Rs 251,543 crore), of which 61% is from business
outside India. The Group employs around 350,000 people worldwide. The Tata has
been respected in India for 140 years for its adherence to strong values and business
ethics.

The business operations of the Tata Group currently encompass seven


business sectors: communications and information technology, engineering, materials,
services, energy, consumer products and chemicals. The Group’s 27 publicly listed
enterprises have a combined market capitalisation of some $60 billion among the
highest among Indian business houses and a shareholder base of 3.2 million. The
major companied in the Group include Tata Steel, Tata Consultancy Services (TCS),
Tata Power, Tata Chemicals, Tata Tea, Indian Hotels and Tata Communications.

The Group’s major companies are beginning to be counted globally. Tata Steel
became the sixth largest steel maker in the world after it acquired Corus. Tata Motors
is among the top five commercial vehicle manufacturers in the world and has recently
acquired Jaguar and Land Rover. TCS is a leading global software company, with
delivery centres in US, UK, Hungary, Brazil, Uruguay and China besides India. Tata
Tea Is second largest branded tea company in the world, through its UK based
subsidiary Tetley. Tata Chemicals is the world’s second largest manufacturer of soda
ash. Tata Communications is one of the world’s largest wholesale voice carriers.
In tandem with the increasing international footprint of its companies, the Group is
also gaining international recognition. Brand Finance, a UK based consultancy firm,
recently valued the Tata brand at $11.4 billion and ranked it 57th amongst the Top 100
brands in the world. Businessweek ranked the Group sixth amongst the ‘World’s Most
Innovative Companies’ and the Reputation Institute, USA, recently rated it as the
‘World’s Sixth Most Reputed Firm’.

Founded by Jamsetji Tata in 1868, the Tata Group’s early years were inspired
by the spirit of nationalism. The Group pioneered several industries of national
importance in India: steel, power, hospitality and airlines. In more recent times, the
Tata Group’s pioneering spirit has been showcased by companies like Tata
Consultancy Services, India’s first software company, which pioneered international
delivery model, and Tata Motors, which made India’s first indigenously developed
car, the Indica, in 1998 and recently unveiled the world’s lowest cost car, the Tata
Nano, for commercial launch by end of 2008.

The Tata Group has always believed in returning wealth to the society it
serves. Two thirds of the equity of Tata Sons, the Tata Group’s promoter company, is
held by philanthropic trusts which have created national institutions in science and
technology, medical research, social studies and the performing arts. The trusts also
provide aid and assistance to NGOs in the areas of education, to communities around
their industrial units. The combined development related expenditure of the trusts and
the companies amounts to around 4% of the Group’s net profits.

Going forward, the Group is focusing on new technologies and innovation to


drive its business in India and internationally. The Nano car is one example, as is the
Eka supercomputer, which in 2008 is ranked the world’s fourth fastest. The Group
aims to build a series of world class, world scale businesses in select sectors.
Anchored in India and wedded to its traditional values and strong ethics, the Group is
building a multinational business which will achieve growth through excellence and
innovation, while balancing the interests of its shareholders, its employees and wider
society.
The business operations of the Tata Group currently encompass seven
business sectors: communication and information technology, engineering, materials,
services, energy, consumer products and chemicals.

Information Systems and Communications:-

The Tata Group has well established enterprises in the fields of software and
other information systems, telecommunications and industrial automation.

Companies in this Sector are:

• Computational Research Laboratories


• INCAT
• Nelco
• Nelito System
• SerWiSol
• Tata Consultancy Services Ltd. (TCS) is Asia’s largest software company with
2006 – 2007 revenues being over US $ 4.3 bn.
• Tata Elxsi is another Software and Industrial design company of the Tata
stable. Based in Bangalore and Trivandrum. One of the leading companies in
the animation industry of India.
• Tata Interactive Systems
• Tata Technologies Limited
• Tata Teleservices
• Tatanet
• Tata Communications, formerly VSNL, the Indian telecom giant, was
acquired in 2002. Tata owned VSNL acquired Teleglobe in 2006.
Engineering

The Tata Group has a robust presence in engineering, with operations in


automobiles and auto components and a variety of other engineering products and
services.
Companies in this Sector are:

• TAL Manufacturing Solutions


• Tata Auto Comp Systems Limited (TACO), auto-component manufacturer
• Tata Motors, largest manufacturer of commercial vehicles and passengers
cars in India.
• Jaguar and Land Rover
• Tata Projects
• TCE Consulting Engineers
• Telco Construction Equipment Company
• TRF
• Voltas, consumers electronics company

Materials:

The Tata Group is among the global leaders in this business sector, with
operations in steel and composites.

Companies in this Sector are:

• Tata Advanced Materials


• Tata Steel is India’s first private Iron and Steel Company, and also the first
company founded by J.N. Tata. Its works are located at Jamshedpur, with
headquarters at Mumbai. It is currently the largest steel producer in India and
the fifth largest in the world. Corus Group is a subsidiary of Tata Steel.
• Tata Refractories Limited is India’s largest refractory manufacturer. It has
largest refractory plant in Asia under one roof in Belaphar, Orissa.
• Tayo Rolls, India’s largest steel cast roll manufacturer and supplier based in
Jamshedpur. Promoted by Tata Steel.
• Tata Tinplate, a major tinning line in Jamshedpur, India. Promoted by Tata
Steel.
• Tata Timken, a manufacturer of world class bearings.

Services:

The Tata Group has widespread interest in hospitality business, as also in


insurance, realty and financial and other services.

Companies in this sector are:

• The Indian Hotels Company


• THDC
• Tata-AIG General Insurance
• Tata Asset Management
• Tata Economic Consultancy Services
• Tata Financial Services
• Tata Investment Corporation
• Tata Quality Management Services
• Tata Share Registry
• Tata Strategic Management Group (TSMG) is one of the largest consulting
firms in South Asia
• Tata Services
• Tata Johnson Controls
• Tata Ficosa Automotive Limited

Energy:

The Tata Group is significant player in power generation and is also involved
in the oil and gas segment.
Companies in this sector are:

• Tata Power is one of the largest private sector power companies. Its supplies
power to Mumbai, the commercial capital of India and parts of New Delhi.

Consumer Products:

The Tata Group has a strong and longstanding business in watches and
jewellery, and a growing presence in the retail industry.

Companies in this sector are:

• Tata Ceramics
• Infiniti Retail
• Tata McGraw Hill Publishing Company
• Tata Tea Limited is the World’s second largest manufacturer of packaged tea
and tea products. Its also owns the Tetley brand of tea sold primarily in
Europe
• Titan Industries manufacturers of Titan Watches
• Trent (Westside)
• Tata Sky
• Tata Tea
• Tata International Limited – Leather Products Division

Chemicals:

The Tata Group is one of the largest producers of soda ash in the world.
Additionally, it has interests in fertilizers and in the pharmaceuticals business.

Companies in this sector are:


• Rallis India
• Tata Pigments
• Tata Chemicals, headquartered in Mumbai, India. Tata Chemicals has the
largest single soda ash production capacity plant in India. Since 2006 Tata
Chemicals has owned Brunner Mond, a United Kingdom based chemical
company with operations in Kenya and the Netherlands.
SECTION – 2

Tata Indicom Profile

History:-

The Tata Communications headquarters at Fort, Mumbai.

VSNL roots back to two telegraph companies, Eastern Telegraph Company (ETC,
founded 1872) and Indian Radio Telegraph Company (IRT, founded 1927).

In 1932 the two merged to form Indian Radio and Cable Communications Company
(IRCC).

In 1986 VSNL (Videsh Sanchar Nigam Limited which translates to Overseas


Telecommunication Corporation Limited in English was incorporated as a wholly
owned government entity.

In 2000 Tata Group acquires a controlling stake in VSNL, Tata Indicom, the umbrella
brand for Tata Telecom Services, starts operation.

In 2002 The Indian Government privatised VSNL. The Tata Group holds 46% stake
in VSNL. The Indian government holds 26% stake.

In 2004 VSNL International is launched.

In 2005 VSNL acquires Tyco Global Network, becoming one of the world’s largest
providers of submarine cable bandwidth.
In 2006 VSNL acquires Teleglobe, growing its global reach, operational strengths,
and deep carrier relationships.

In 2007 Tata Group acquires a controlling stake in Neotel, the No 2 provider in South
Africa.

In 2008, Tata Communications became the unified global brand for VSNL, VSNL
International, Teleglobe, Tata Indicom Enterprise Business Unit, and CIPRIS.

In November 2009 it is launching GSM called TATA DOCOMO.


TATA TELESERVICES

Vision:-

Trusted service to 100 million happy customers by 2011

Mission:-

To empower every Indian to connect with world affordably.

Value:-

• Leadership with humility.


• Fairness through meritocracy.
• Trust based on accountability.
• Excellence in execution.
• Tenacity for results.
• Pioneering spirit.

Theory:-

Tata Teleservices is part of the Rs 119,000 Crore (US $ 29 billion) Tata Group
that has over 98 companies, over 289,500 employees and more than 2.9 million
shareholders. With a committed investment of INR 36,000 Crore (US $ 7.5 billion) in
Telecom (FY 2006), 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.

Stating with the major acquisition of Hughes Tele.com (India) Limited [now
renamed Tata Teleservices (Maharashtra) Limited] in December 2002 the company
swung into an expansion mode. With the total investment of Rs 19,924 Crore, Tata
Teleservices has created a Pan India presence spread across 19 circles that includes
Andhra Pradesh, Chennai, Gujrat, 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.

Having pioneered the CDMA 2000 1* Technology platform in India, Tata


Teleservices has established a robust and reliable 3G ready 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 total
customer base of over 3.8 million.

Tata Teleservices bouquet of telephony services include Mobile services,


Wireless Desktop Phones, Public Booth Telephony and Wire line Services. Other
services include value added services include value added services like voice portal,
roaming, post paid internet services, 3 – way conferencing, group calling, Wi – Fi
Internet, USB Modem, data cards, calling card services and enterprise services.

Some of the other products launched by the company include prepaid wireless
desktop phones, public phone booths, new mobile handsets and new voice & data
services such as BREW games, Voice Portal, picture messaging, polyphonic ring
tones, interactive applications like news, cricket, astrology, etc.

Tata Indicom redefined the existing prepaid mobile market in India, by


unveiling their offering – Tata Indicom ‘Non Stop Mobile’ which allows customers
to receive free incoming calls. Tata Teleservices today has India’s largest branded
telecom retail chain and is the first service provider in the country to offer an online
channel www.i-choose.in to offer post-paid mobile connections in the country.

Tata Teleservices has a strong workforce of 6000. In addition, TTSL has


created more than 20,000 jobs, which will include 10,000 indirect jobs through
outsourcing of its manpower needs.

Today, Tata Teleservices Limited along with Tata Teleservices (Maharashtra)


Limited serves over 25 million customers in over 5000 towns. With an ambitious
rollout plan both within existing circles and across new circles, Tata Teleservices
offers world-class technology and user-friendly services in 19 circles.

Introduction:-

Tata Teleservices Limited (TTSL) is a part of the Tata Group of Companies,


an Indian Conglomerate. It runs under the brand name Tata Indicom in India, in
various telecom circles of India. The company forms the part of Tata Group’s
presence in the telecommunication industry in India, along with Tata Teleservices
(Maharashtra) Limited (TTML) and Videsh Sanchar Nigam Limited (VSNL)

In February 2008, TTSL announced that it would provide CDMA mobile


services targeted towards the youth, in a joint venture with the Virgin, UK, on a
MVNO basis.

Company’s Background:-
Tata Teleservices is part of the INR Rs 1,20,000 Crore (US $ 29 billion) Tata
Group, that has over 87 companies, over 3,30,000 employees and more than 2.8
million shareholders. With a committed investment of INR 36,000 crore (US$7.5
billion) in Telecom (FY 2006), 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 Andhra Pradesh circle.

Starting with the major acquisition of Hughes Telecom (India) Limited in December
2002 the company swung into an expansion mode. With a total investment of Rs
19,924 crore, Tata Teleservices has created Pan India presence spread across 20
circles.

Having pioneered the CDMA 3G1*technology platform in India, Tata


Teleservices has established a robust and reliable 3G ready 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 total
customer base of over 3.8 million.

Tata Teleservices’ bouquet of telephony services includes Mobile services,


Wireless Desktop Phones, Public Booth Telephony and Wireless services. Other
Services include value added services like voice portal, roaming, post-paid Internet
services, 3-way conferencing, group calling, Wi-Fi Internet, USB modem, data cards,
calling cards services and enterprise services. Some of the other products launched by
the company include prepaid wireless desktop phones, public phone booths, new
mobile handsets and new voice & data services such as BREW games, Voice Portal,
picture messaging, polyphonic ring tones, interactive applications like news, cricket,
astrology.
Tata Indicom redefined the existing prepaid mobile market in India, by
unveiling their offering – Tata Indicom ‘Non Stop Mobile’ which allows customers
to receive free incoming calls. Tata Teleservices today has India’s largest branded
telecom retail chain and is the first service provider in the country to offer an online
channel www.ichoose.in to offer post-paid mobile connections in the country.

Today, Tata Teleservices Limited along with Tata Teleservices (Maharashtra)


Limited serves over 25 million customers in over 5,000 towns. With an ambitious
rollout plan both within existing circles and across new circles, Tata Teleservices
offers world-class technology and user-friendly services in 20 circles. Tata
Teleservices (TTSL), along with Tata Teleservices (Maharashtra) Limited (TTML),
operates in more than 5,000 towns across 19 circles i.e. Andhra Pradesh, Chennai,
Gujrat, 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. It will also be launching its
services in J&K and North East soon.

Tata Teleservices has also acquired GSM licenses for specific circles in India.
TTSL’s Market Segment

TTSL has been divided into 4 different Strategic Business Units (SBUs) which
comprise and confer major chunk of revenues for the organisation.

These SBUs are as follows:

- EBG - CMBU
- EHNI - ABU

EBG – Enterprise Business Group offers services and solutions to various corporate
such as VoIP, Post Paid (IOIP, COCP) etc.

EHNI and SME – Enterprise High Network Individuals and Small and Medium
Enterprises offers post paid connections to high network individuals and small
enterprises. Having a high demand, Post paid forms a major chunk of revenues for
TTSL throughout India.

CMBU – Consumer Market Business Unit offers prepaid connections to the


individuals. CMBU along with EHNI gives huge edge to TTSL in its category.

ABU – Access Business Unit is one of the most important Strategic Business Units of
TTSL. ABU along with the cities and towns caters rural India. ABU played an
essential in setting an organized PTB industry within India.
SENIOR MANAGEMENT

The Board of Directors for TTSL includes Tata Sons Chairman Mr. Ratan N.
Tata, while the company is currently headed by its Managing Director, Mr. Anil
Kumar Sardana.

MARKET DATA

Tata Indicom in March 2008 crossed the 24 million subscribers mark in the
wireless category with an overall subscriber base of over 25 million.

It has a current subscriber base of 24.3 million and a 9.33% cumulative market
share. Tata Indicom continues to register the highest CAGR at 113% in the wireless
segment with a net base of 12.8 million against a starting base of 11.8 million.

Tata Teleservices also gained the No. 2 slot in terms of Market Share in Delhi
NCR region with a subscriber base of 3 million. It beat Vodafone to the No.2 spot and
positioned itself just behind Airtel in the circle.

Network

Ashokan Teleservices operates primarily on the CDMA network. CDMA


offers a robust and technologically superior path & ecosystem. CDMA has an edge
over GSM as it allows more communication to be carried with the same infrastructure
and also brings costs down. Tata Indicom’s enterprise solutions work on the CDMA
3G – 1* technology that offers superior clarity and congestion free networks. Many
existing GSM 2G (GSM/GPRS) operators are slowly beginning to switch to
WCDMA technology .25 GSM operators worldwide have deployed CDMA 2000 to
deliver 3G value added services.
The total tower strength of Tata Indicom is currently at 12,500 towers
nationwide, which includes 10,000 for TTSL and 2,500 for TTML.
Business Areas

Muthu Teleservices has always come up with the path breaking plans in both
Post Paid and Pre-Paid category. TTSL has also taken a lead in pioneering the VAS
(Value Added Segment) in India. The Enterprise segment is another important
business vertical for its company.

Branding

Tata Indicom as a brand stands out amongst other Telecom brands in India due
to the trustworthiness and dynamic nature of the Tata trademark, as well as the
consumer connect it endorsed by bollywood actress Kajol and Trisha cricketers
Ashokan and Poonguzalali, who embody the Tata Indicom philosophy and add to its
ability to connect with the consumer.

Tata Indicom has over the years managed to set itself apart as telecom brand
for India’s masses through its advertising, branding and retail and marcom initiatives.
Tata Indicom’s TV commercial for the Freedom Call Voucher won many laurels and
was highly successful in creating brand recall amongst the consumers. The
advertisement featured a girl, sitting in a locker room and chatting with her friend
with a stop watch in one hand because she was worried that the talk time would run
out. The Tata Indicom brand ambassador, Kajol, then moves into the scene and
introduces this girl to Tata Indicom’s freedom call offer that ensures free unlimited
talk time on the Tata Indicom network.

According to a survey conducted by global market research agency Synovate,


Tata Indicom, the retail brand of Tata Teleservices Limited, was positioned as
numero-uno by television viewers in major Indian metropolitan cities in September
2007.
Tata Teleservices strongly believes that the next wave of growth in the
telecom industry will be driven by addressing the various segments of the market
through innovation in marketing, branding and distribution strategy. In line with this
strategy, Tata Teleservices has recently launched the Virgin Mobile Brand to target
the youth segment. Going forward, Tata Teleservices will introduce more segmented
brands/products for niche markets in India.

Rural Telephony

Tata Indicom has made consistent efforts to provide superior and affordable
products and services through its Rural Telephony Unit. Mobile vans are flagged off
in various parts of the country which serve as real visibility and customer touch points
to experience the brand and the various services it offers.

TTSL has as efficient distribution network across villages, where in people are
appointed and trained by TTSL – who visit the villages on a bicycle or a two wheeler
at defined times on defined days of the week, selling recharge vouchers and servicing
equipment; each runner covers between 200 to 300 customers.

The company joined hands with Tata Chemicals, Tata Kisaan Sansar network,
disseminating information through these centres and using them as local distributors.

Retail

The company currently operates its retail business nationally through 3,000
plus outlets comprising of 600 TTSL owned stores and more than 2,500 stores in the
Franchisee format. Tata Indicom already covers the top 700 towns in India in terms of
population through Tata Indicom Exclusive Stores. Most towns with a population of
50,000 and above within the 20 circles of TTSL’s operation already have the presence
of a Tata Indicom Exclusive outlet.
This is the largest branded retail presence amongst all telecom operators in the
country and in fact, makes Tata Indicom the largest retailer in India in terms of
number of stores under one brand name.

Tata Indicom has also launched an online portal for its customer i-choose
where the customers can conveniently buy Tata Indicom post-paid connections and
prepaid recharge vouchers at the click of mouse with an upfront commitment of
activation and delivery of the handset within 72 hours. Accessible from over 400
cities across India, http//www.ichoose.com has been conceptualised to enable the
customers to make an educated and well-researched choice from a wide range of Tata
Indicom handsets, tariff plans and value added services.

The two retail shops formats earlier existed as True Value Hubs and True
Value Shops, primarily depending on the kind of products and level customer service
provided. Over a period of time, the small format TVS’ were upgraded to undertake a
larger extent of varied customer services like bill payments, customer service
requests, etc. As a result, apart from the size of the store, there is little difference
between the stores in terms of services that they can deliver to customers. Thus, both
formats were brought under one umbrella of the Tata Indicom Exclusive Stores.

Value Added Services

Tata Teleservices, in October 2007, unveiled a full-blown Tata Zone, the


popular infotainment space on Tata Indicom BREW – enabled mobile phones, in
Hindi. This unique service comes loaded with applications, pricing details, downloads
and browsing instructions in Hindi.

The rationale behind this was simple: - 66% of all Indians speak Hindi, while
less than 5% understand English. Tata Teleservices, the country’s fastest growing
telecom service provider today, recognizes this fact and is therefore, increasingly
embracing Hindi to drive the adoption of Data services among the Non – English
speaking population.
Under its VAS bouquet, TTSL offers varied services such as News, Games,
Faith and Prayers, Ring tones, Fun Shows, Video Zone, Song Download Express,
Cricket, Internet Surfing, Astrology, Mobile Office, Remo Mail and other such
services.

In March 2008, Tata Indicom also launched a first of its kind service known as
i-Help services, a free of charge service which enables subscribers to contact their
near and dear ones in times of an emergency via one simple SMS.

Tata Indicom will soon provide m-commerce, mobile advertising, Mobile TV


and social networking under its VAS offering.
SECTION – 3

Working of Various Departments

Process of Sales Department:-

Step 1

The sales representative first of all gets the lead. By “lead” we mean that any
demand that is generated by and at the customer end for the product. Thus, the sales
representative goes to the customer on getting the lead from dealer or hi co-worker.

Step 2

At this point the plan is explained to the customer by the sales person. At the
end, the customer finalizes the plan which suits him/her the most according to his/her
need. Also the customer could take the time to think over the various plans that are
offered to him/her. In this case the sales representative should follow up the customer
to know his response after the time gap which has been agreed mutually by both the
parties. Also the third case could be that customer could reject the various plans and
shows no interest for the same.

Step 3

In this step the sales representative takes the documents of the customer in
form of his residential proof and identity card. Also the Customer Application Form
(CAF) is filled by the customer. Then the security of Rs500 is taken from the
customer for the purpose.

Step 4

After Step 3, the following procedure is followed. The sales representative


calls the Tata Helpline Number 12852. On this number the sales representative books
the number which the customer wants and thus the ‘Reserve ID’ is generated and
hence the number is booked for seven days. This means no other sales representative
can book the same number for seven days.

Step 5

After this the cash is deposited to cash counter.

Step 6

Now the whole process is taken up by the Order Fulfilment Department.


Finally the number gets activated if there are no flaws.
Order Fulfilment(OF) Department:-

The basic functioning of this department is to activate the sales


and hence thus helps the company to achieve its target.

Also, this department helps the company to identify the right type of customer under
it. It checks whether there is any kind of forgery in the Customer Application Form
(CAF). Any doubt in the CAF or we can say the CAF which does not satisfy the
criteria of the company is blocked and no further steps are taken. The concerned
departments are intimated. Also this department keep check on the false sales and thus
ensure that it does not happened thus foul playing is checked.

Process of Order Fulfilment Department

Step 1

CAF is by sales department Executive. Customer application Form (CAF) is


filled by the customer in it, he/she gives the personal details. This form is then
brought to Order Fulfilment department by the Sales Department executive.

Step 3

This step is called “Log In” of the sales.


In this process it is ensured that the sales is logged i.e. the CAF form is checked. By
this we mean that the Customer Application Form is checked and is ensured that it is
properly filled by the customer. If it is noticed that any part is not properly filled then
the CAF is not logged in.

Step 4
In this step the sale or we say the Consumer Application Form (CAF) is
activated. After the log in process is done then comes this present step.

• Purchasing:-
In this step the data is fed into the system or we
can say the database. Hence, all the data about the
consumer is filled into it.

• Customer Verification:-
Customer Verification is done. Customer
Verification means the data given in the Customer
Application Form (CAF) is verified by the personal of the
verification department.
If the verification turns out to be

Positive: - Activate the connection.

Negative: - Connection on hold.

• Revisit CV:-
This means that again verification takes place.
Thus in total there are three Customer Verifications. If
still it does not get verified then the account gets
permanently locked and does not get activated.

Step 5:-

In this step the physical Customer Application Form (CAF) is checked with
the entry on the system i.e. POS (Point of Sale) and hence if any change needed are
done and hence finally everything is settled down.
Customer Categories

The customers in the Tata Teleservices Limited have been defined under these
categories.

Residential
This category is further divide as under

Individual Customer

Small Medium Enterprise


This segment is further divided as follows

SME A:- 8 crore turnover


SME B
Propertiership
Top Corporate
This category is further divided as given below

Normal Individual
Company on Company Paid
SECTION – 4

Introduction to the Project

The project helps to identify the new business channel partners in the Tricity.
The project uses the methodology of questionnaires to bring out what the retailers of
the region perceive and their personal data. The data collected through the means of
questioning helps in which feature of the company is strong point and which one is
weak. Also it helps to identify business stronghold of retailer. The research is based
on the High Speed Internet Access (HSIA) which is to be launched in August in
Chandigarh. The choice of retailers as a base of the project is made because new
business associates are to be made from within them for the new product mentioned
above.

The project aims to find out the new business channel partners of Tata
Teleservices for their new product. The focus is to find out the party which is
financially strong, has good location and deals already in the products which can help
in the sale of the new product, their interest level in the new company and their want
to be the business channel partner of Tata Teleservices. Also by identifying these new
dealers the company can increase their sales of the new product which is yet to be
launched. During the course of my 6 weeks of training I did this project.

Aim

Identification of the potential business channel partners of Tata Teleservices


Limited (TTSL) for their new product High Speed Internet Access (HSIA) which is
under the name Tata Photon+, in the Chandigarh.
Challenge

To identify the new business channel partners in the market, this is already
saturated due to high tele density.

Scope

There is a bright scope for this project. New strategies could be developed for
the market which is already saturated and to implement them in a best way so that it
could overall help to increase the sales of the company and thus leads to increase in
the profit of the company.

The strategies of the company could be developed by keeping in mind the


following points
• The present speed of the product is going to be increased from 153
Kbps to 3.2 Kbps thus providing the broadband speed in a Wireless
Internet connection and hence could attract new customer.
• There is huge population which could be targeted by the company
in the Chandigarh.
• Also there are lot of students and the corporate sector in the
Chandigarh and these people are major customer base of this
product.

These all points thus encourage the company to identify new channel partners
for sales as there is lot of potential in the market and this concept is relatively
new.
Purpose/Objectives of the Project/Research

Whenever a study is conducted, it is done with certain objectives in the mind.


A successful completion of the project depends on the objectives of the study. The
objectives of the detailed project undertaken are given as under:

1. To find out the response of retailers towards the company.


2. To identify the new business channel partners.

Benefits for the Organization from the Study

The project will help organization in following way:

1. Would help the company to build on its strengths.


2. Help in short listing new channel partners and hence thus
increase the sales of the new product.
3. Helps in knowing strengths and weaknesses of the competitor.

Collection of Necessary Information

The important function of the Research is collection of necessary information


for firms. This information can be collected from two sources.

 Primary Source
 Secondary Source
The primary data has been collected through questionnaires and some personal
interviews with the retailers. This data forms the backbone of the project.

The secondary data is collected from the Internet, Journals, Newspapers,


Annual Reports and Databases available in library.

Analysis of Data

The next function in marketing research is analysis of data i.e. the collected
information. Analysis involves converting a series of recorded information into
descriptive statements about relationship.

Interpretation of Data

This is an important stage in the process of research. The data which is


collected and analyzed needs to be interpreted in systematic manner. Contact
interpretation of data makes the research meaningful and it is possible to study
individuals attribute with particular variable, technical competencies, board
understanding, intimate knowledge of the problem are some of the prerequisites for a
correct interpretation of data.

Report Writing

After correct interpretation the results of the research is summarized. A report


of findings and recommendations are put in such manner that the recipient can
understand them clearly to use them effectively.
SECTION – 5

Research Methodolgy

Research

Research is a procedure of logical and systematic application of the


fundamentals of science to the general and overall questions of a study and scientific
technique, which provides precise tools, specific procedures and technical rather
philosophical means for getting and ordering the data prior to their logical analysis
and manipulation different type of research designs is available depending upon the
nature of research project, availability of manpower and circumstances.

According to D. Slesinger and M. Stephenson research may be defined as “the


manipulation of things, concepts or symbols for the purpose of generalizing to extend,
correct or verify knowledge, whether that knowledge aids in the construction of
theory or in the practice of an art”. Thus it is original contribution to the existing stock
of knowledge of making for its advancement.

Research Design

Research Design is an arrangement of conditions for collection and analysis of


data in a manner that aims to combine relevance to the research purpose with
economy on procedure. The research problem having been formulated in clear cut
term helps the researcher to prepare a research design. The preparation of such a
design facilitates in conducting it in an efficient manner as possible. It is a blue print
for the fulfilment of objectives and answering questions.

This research is constitutes the following attributes:


Descriptive Research:

Descriptive research includes surveys, facts, findings and inquiries of different


kinds. The major purpose descriptive research is description of the state of affairs as it
exists at present. Descriptive research is that kind of research where the researcher has
no control over the variables. Reporter can only report what has happened or what is
going to happen. But these incidents cannot be changed by the researcher. In social
science and business research the quite often term used for descriptive research is Ex-
Post Research. So, present research is descriptive research.

Conclusion Oriented Research:

Conclusion oriented research is that in which we conclude on basis of


research. while doing conclusion oriented research a researcher is free to pick up a
problem regarding this inquiry as he proceed and is prepared to conceptualize as he
wishes. Present research is conclusion oriented because this research aims at finding
strengths and weaknesses of the company in market and also the qualities of retailers.

Sampling Design

The following factors have to decide within the scope of sample design:

a) Universe of Study: In the present study the universe is retailers.


Further it is divided as follows:

 Theoretical: - It covers all the computer hardware retailers in


Chandigarh.
 Accessible: - Computer Hardware retailers in the major
markets of Chandigarh.
b) Sample Size: A sample of minimum respondents will be selected from
Chandigarh. An effort has been made to select respondents evenly. The
survey is carried out on 64 respondents.

c) Sample Unit: It indicates who is to be surveyed. The researcher must


define the target population that will be sampled. In this project
sampling unit is Computer Hardware Retailers of the Chandigarh.

d) Sampling Technique: For the purpose of research convenient and


judgment sampling is being used. We catch the computer hardware
retailers from the Chandigarh. Every respondent has different view
point about the topic and they fill the schedule accordingly.

e) Sampling Frame: sampling frame is the geographical boundaries with


which the survey is to be conducted and also the area where the
sampling process is to be executed. Sampling frame is a representation
of elements of the target population. It consists of a lists or sets of
directors for identifying the Target Population. Here it is Chandigarh.

Data Collection

There are types of data sources. These are:

1) Primary Data: Primary data are those, which are collected afresh and
for the first time, and thus happen to be original in character. It is the
backbone of any study. It is obtained from respondents with the help of
widely used and well known method of survey, through a well
structured schedule.

2) Secondary Data: Secondary data are those which have already been
collected by someone else and which have already been passed through
the statistical process. In this case one is not confronted with the
problems that are usually associated with the collection of original
data. Secondary data is collected from govt. publications, journals,
magazines, financial records, web sites and annual publications of the
company. In this study secondary source used is websites.

Tools of Analysis:

It means what all tools are used to present the data in a meaningful way so that
it becomes easily understandable. In this research tools used are tables and graphs.

Limitations:

• Inadequate Data: The data provided was not up to the mark due to which we
faced problems in our research.

• Problems of Conceptualization: There was problem of conceptualization and


also problem relating to the process of data collection and related things.

• Time and Cost Factor: there as the difficulty of timely availability of


published and relevant data this led to increase in cost.

• Lack of Scientific Method: The lack of scientific training in methodology of


research was great impediment in our research program, which led to the delay
of research.

• No Response by the Respondent: Problem arises in sensitive issues like


getting information about the financial position of the respondent.
SECTION – 6

Schedule

Personal Details:-

Name:-
Age:-
Address:-
Contact No:-
Email id:-

Section A

Q1. What is your educational qualification?

______________________________________

Q2. What kind of business you do? Please mention below.

______________________

Q3. Are you in the business from sometime or a new starter? If your answer is
option ‘A’, then go to part (ii)

(i) A. Old B. New.

(ii) Years into the business

______ Years

Q4. In what kind of business channel you fall in?

A. Distributor B. Dealer

C. Retailer D. Service Provider


E. If other please specify _____________

Q5. If ‘Service’ is your option in Q4 then which kind of service you provide?
Please mention it below?

______________________

Q6. What kind of products are you dealing with? Please mention

___________________________________

Q7. In which Brand of products are you currently dealing with? Please mention

___________________________________

Q8. Are you aware about the Wireless Internet Connection (data card)? If your
response is option ‘A’, refer to Section B on Page ‘4’

A. Yes B. No

Q9. Which company has more customer oriented approach in CDMA sector?

A. Tata B. Reliance

Q10. Which company’s advertisements could help you in expanding your business?

A. Tata B. Reliance

Q11. How much is your sales force?

A. 1-2 B. 3-4

C. 5-6 D. 7-8

E. More than 8 F. No sales force

Q12. What is the skill level of your sales force in reference to technical knowledge?

A. Skilled B. Semi-skilled
C. Unskilled D. Not applicable

Q13. Mention in numbers the amount of sales person who fall under the following
categories mentioned below

A. _____ Skilled B. _____ Semi-skilled

C. _____ Unskilled D. Not applicable

Q14. What is your major customer base?

A. Institutions B. Government Sector

C. Corporate Sector D. Residential Sector

E. If other mention ______________

Q15. How many on average walk in customers visit your shop/counter?

A. 1-5 B. 6-10

C. 11-15 D. More than 15

E. None

Q16. What is your monthly income?

A. 10,000 – 30,000 B. 30,000 – 50,000

C. 50,000 – 70,000 D. 70,000 – 90,000

E. More than 90,000 F. Less than 10,000

Q17. If more than 90,000 then please mention the amount below

_____________________
Section B

Q1. What is your perception about the Wireless Internet Connections?

A. Innovative B. Same old thing

Q2. Which company would you prefer to work with in Wireless Internet
Connection in CDMA?

A. Reliance B. Tata

Q3. How much of initial investment can you do in the business of Wireless
Internet Connection?

____________________ Lakhs
Section C
Infrastructure & Systems

Q1. What is the hardware available with you?

A. Available computers with internet connection

B. Available computers but no internet connections

C. No computers

Q2. What is the location of the office/shop?

A. Prime Location

B. Good Quality Location

C. Low Quality Location

Q3. What is the total space of your office/shop? Please mention

________________________ Sq feet
SECTION – 7

Tabulation & Analysis

Q1. What is your educational qualification?

100%
% Amt/100
0.7656
80%

60%

40%

20% 0.0625 0.1094


0.0625
0%
Grad B. Tech PG MBA

Qualification

Grad – Graduation.
B. Tech – Engineering Graduate
PG – Post Graduate
MBA – Masters in Business Administration
Hence we can see that the maximum percentage is of graduates.
Q2. What kind of business you do? Please mention below

100%
% Amt/100
0.75
80%

60%

40%

20% 0.125 0.125

0%
Comp H/w Elec. Store Ser Pro

Business

Comp H/W – Computer Hardware


Elec. Store – Electronic Store
Ser Pro – Service Provider

Here we can see that the maximum percentage is of Computer Hardware.

Q3. Are you in the business from sometime or a new starter? If your answer is
option ‘A’ then go to part (ii)
(i) Pie Chart

OLD

0
0

100%
(ii)
% Amt/100
100%

80%

0.5625
60%

40%

0.1875
20% 0.125 0.0625
0.0625
0
0%
1 to 5

6 to 10

11 to 15

26 to 30
16 to 20

21 to 25

Years

Q4. In what kind of business channel you fall in?

Out of 64 retailers surveyed the data is like this


Business Channel Number of Retailers
Distributor 4
Dealer 44
Retailer 52
Service Provider 28
Others 0

There is overlapping of the fields in which the retailers deals hence it crosses
64. Hence we see that maximum number of them deals in retailing and second
closest business channel is that of dealers. Hence most of them is comfortable
with retailing.

Q5. If ‘Service’ is your option in Q4 then which kind of service you provide?
Please mention it below?
From the Q.4 we see that there are 28 service providers. They are shown here
in the tabulated form

Service Provider Number of Retailers


Computer Hardware 28

Q6. What kind of products are you dealing with? Please mention

The response given by the 64 retailers are as given below in tabulated form

Kind of Products Number of Retailers


Computer Hardwares 64
Electronic Goods 12

Hence from above we conclude that all those who deal with electronic goods deal
with computer laptops also

Q7. In which Brand of products are you currently dealing with? Please
mention
100%
% Amt/100
80%

60%

40% 0.24 0.3


0.2
20% 0.08 0.06 0.12

0%

To
So

De

HP

Ac

LG

sh
ny

ll

er

iba
Brand

Q8. Are you aware about the Wireless Internet Connection (USB Modem)? If
your response is option ‘A’, refer to Section B on Page ‘4’

100%
0.9375
Yes
80%
No

60%

40%

20%
0.0625

0%
Yes No

Q9. Which company has more customer oriented approach in CDMA sector?
The results are as shown below

100%
Tata
80% Reliance
0.5625
60%
0.4375
40%

20%

0%
Tata Reliance

Q10. Which company’s advertisements could help you in expanding your


business?

100%

80% 0.7031 Tata


Reliance
60%

40%
0.2369
20%

0%
Ta

Re
ta

lia
nc
e

Q11. How much is your sales force?


The overall response and strength calculated out on the response is given
below in bar graph

100%

80% %Amt/100
0.7188

60%

40%

20% 0.1094
0.0781 0.0312 0.0625
0%
1 to 2

3 to 4

5 to 6

7 to 8

than 8
more
Strength

Q12. What is the skill level of your sales force in reference to technical
knowledge?

Type of Skill No. of retailers


Skilled 60
Semi-skilled 24
Unskilled 20

Hence after surveying 64 retailers we came to know that almost 60 of them


had skilled sales person, 24 of them had semi skilled and 20 of them had
unskilled.

Q13. Mention in numbers the amount of sales person who fall under the
following categories mentioned below
100%
Skilled
80%
0.577 Semi-skilled
60% Unskilled

40%
0.2307 0.1923
20%

0%
Skilled Semi- Unskilled
skilled

Hence we conclude that most of the sales force with retailers is skilled.
Q14. What is your major customer base?

Customer Base No. of Retailers


Institution 24
Government Sector 36
Corporate Sector 32
Residential Sector 64

Q15. How many on average walk in customers visit your shop/counter?

100%
% Amt/100
80%

60% 0.5

40%
0.25
0.1875
20%
0 0.0625
0%
No
1

11

va
to

to

lu

n
to

e
e
5

10

15

>
15

Customers/Day

Q16. What is your monthly income?


100%
% Amt/100
80%
0.53
60%

40% 0.25
0.125
20% 0.0781 0.0169
0
0%

10 to 30

30 to 50

50 to 70

70 to 90
Value<10

Value>90
Amount (in thousand)

Q17. If more than 90,000 then please mention the amount below

Lakhs 5
5
Amt
4

3
2
2 1.5

0
De

De

De
al

al

al
er

er

er
1

Section B
Q1. What is your perception about the Wireless Internet Connections?

100%
0.8594
Innovative
80% No New

60%

40%

0.1406
20%

0%
In

No
no

Ne
va

w
tiv
e

Q2. Which company would you prefer to work with in Wireless Internet
Connection in CDMA?

100%
Tata
80% 0.7344 Reliance

60%

40%
0.2656
20%

0%
Ta

Re
ta

li a
nc
e

Q3. How much of initial investment can you do in the business of Wireless
Internet Connection?
100%
%Amt/100

80%

0.5534
60%

40%
0.2847

20% 0.1094
0.0469
0.0156
0%
Value<0.5

1.5 to 2
0.5 to 1

1 to 1.5

Value>2

Amount (in lakhs)

Section C

Infrastructure & Systems


Q1. What is the hardware available with you?

100%
0.9531
CWI
80% CWOI
60% NC

40%

20%
0.0469
0
0%
NC
CWI

CWOI

CWI – Computers With Internet Connections


CWOI – Computers Without Internet Connections
NC – No Computers

Q2. What is the location of the office/shop?

100%
PL
80% GQL
LQL
60% 0.5156
0.4375
40%

20%
0.0469
0%
PL GQL LQL

PL – Prime Location
GQL – Good Quality Location
LQL – Low Quality Location

Q3. What is the total space of your office/shop? Please mention


100%
% Amt/100
80%

60%

40% 0.2812
0.2344
0.1875
0.1406 0.1563
20%

0%
0

20

40

60

Va
to

lu
to

to

to
20

e>
0

40

60

80

80
0

0
Space (in sq feet)

RESULTS
The company set the minimum criteria to select their business channel
partners. This criterion is as follows.

The party should be able to invest good amount. Also the person should have
the internet connection. He should be financially strong and should have a customer
base like educational institutions, government departments, corporate which is
advantageous for the company. Company wants the experienced retailer however the
person who wants to start new is invited.

Hence from the above analysis the net outcome was the compilation of all the
above features mentioned. They are as given below:-

Those retailers were selected which were able to invest equal to or more than
Rs 50,000.

Also those were short listed which had 4 or more than 4 sales force. Then it
was considered that they do have skilled sales force.

Dealers which had pro Tata view point were the plus point for the company.

Also financially strong dealer were a bonus point for the company.

Retailers which catered all the four sectors i.e. residential, corporate,
government, institutions were short listed as they had large customer base and thus
could provide boost in the sales of the product.

All other points were considered the plus point or we can say bonus point for
the company if the retailer constitutes it.

For this purpose the retailers were identified from the market of Chandigarh
and hence they are as follows:-

1. Mr. Vishal Sharma


The Metal
SCO – 116,117
Sector 34-A
Chandigarh

2. Mr.Rajesh Jaiswal
Beyond Computers
SCO – 371,72 1st Floor, Above HDFC Bank
Sector 35-B
Chandigarh

SUGGESTIONS
There should be synchronisation between the TV commercial and the
availability of the product. There was the advertisement of the Tata Photon+ on the
TV on Ten Sports during the West Indies Series but there was non availability of the
product due to which Reliance Netconnect was encapturing on the market although
the consumer first preferance was Tata.

The sales team which work on commission basis did not work properly. The
survey done by them is not proper. Also they do not visit the market and come in
contact with the retailers and hence did not promoted the product. So, most of the
retailers did not know that Tata launched ‘Photon+’ which is High Speed Internet
Access (HSIA) device and is not same as the previous version ‘Photon’. Hence proper
visit by the sales team is required.

CONCLUSION
The conclusion comes out that there is a good potential in the Chandigarh in relation
to the product High Speed Internet Access (HSIA) Tata Photon+. The points which
are in favour are as follows:–

This concept is still relatively new to the retailers of this Chandigarh. Hence the
competition level is low. Also retailers are interested to work with Tata as they
consider it a good organisation. Tata has good goodwill among them. Also the
retailers of this Chandigarh have good amount money in their piggybank to invest on
this particular product.

They are a little bit inhibited to invest in this product because they have this
preconceived notion about the product that it has small profit margin because the
value of the product is small.

Regardless of this, few leads were given to the sales team of the HNI department of
the dealers who showed keen interest in the product and hence few potential business
channel partners were identified by me.
BIBLIOGRAPHY

• Yellow Pages Tata Indicom


• www.tatatel.com
• Google
• Wikipedia Encyclopedia

Related Interests