MARKET ANALYSIS

OF TATA DOCOMO
AT DISTRIBUTOR END

A PROJECT REPORT

Submitted in
In partial fulfilment for the award of the degree of

Master of Business Administration

Rayat and Bahra Institute of Management
SESSION 2012-2014

SUBMITTED TO: SUBMITTED BY:

Dr. O. P. MIDHA AVNEET KAUR
DIRECTOR 1274736
RAYAT AND BAHRA INSTITUTE OF MANAGEMENT

1
 Certificate

This is to state that the Project titled “ Market Ananlysis of Tata Docomo at Distributor end’’ is based on
the original work carried out by me and is being submitted towards partial fulfillment of the requirement for
the MBA program of the Punjab Technical University, Jalandhar. This has not been submitted for the award
of any other degree or diploma

Avneet Kaur
1274736

2
 ACKNOWLEDGEMENTS

“It is not possible to prepare a project report without the assistance &
encouragement of other people. This one is certainly no exception.”

On the very outset of this report, I would like to extend my sincere & heartfelt obligation towards our
Director Dr O.P. Midha for giving me an opportunity to do this project and also all the facility members for
their precious support.

I would express my gratitude to Ms Namrta for her guidance and support to complete the
project report.
My novice of the practical world would not have got me far, had it not been under the direction of these
people-
 Mr Navjeet Singh, Proprietor A Star Enterprises, Authorised dealer of Tata Docomo,Jalandhar ;
 Mr Nitin Jaiswal, Finance Coordinator, Head office Tata Docomo, Mohali;
 Mr. Hemant Bawa, CSM, Jalandhar; and
 Mr Amit Goyal, ZSM of Jalandhar Zone

It was a formidable task but the active guidance and help from DSE’s (Direct Selling Executive) it would not
have diluted into a research process.

Last but not least I wish to acknowledge the support of my family, friends, and each and every member
contributed to this project.

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 ABSTRACT
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 and working of
this company was very much important from my point of view.

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 TABLE OF CONTENT

TOPICS Page No.

Title Page 1
Certificate 2
Acknowledgements 3
Abstract 4
Table of Content 5
List of Tables 6
List of Figures 7

CHAPTER 1- COMPANY PROFILE 8-20

01 Introduction and History of company
02 About Telecom sector in India
03 Corporate philosophy of Tata Docomo
04 Statistics
05 Availability of Tata Services
06 Marketing Strategies by Tata Docomo
07 Pricing Strategies by Tata Docomo

CHAPTER 2- THEORITICAL FRAMEWORK 21-40

01 Business Hierarchy of A Star Enterprises
02 Functions of various people in organisation- Distributor, DSE, CSM, ZBM
03 Product and services offered by Tata Docomo
04 Main components of Tata Docomo- Targets, Activation, EVD
05 Payout and Commission
41-44
CHAPTER 3- RESEARCH METHODOLOGY
01 Research Problem
02 Objectives of the Study
03 Research Design
04 Population
05 Sample Area
06 Sample Size
07 Method of Data Collection
08 Statistical tools used for interpretation and analysis
09 Delimitation of study
45-61
CHAPTER 4- ANALASIS AND INTERPRETATION
62-64
CHAPTER 5- FINDINGS OF STUDY
65-66
CHAPTER 6- RECOMMENDATIONS+
67-69
CHAPTER 7- CONCLUSION
BIBLIOGRAPHY 70
ANNEXTURE 71-72
Questionnaire
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 LIST OF TABLES

SR. NO. TOPICS

01 Details about company
02 Availability of services of Tata Docomo
03 Pricing strategies of Docomo
04 Criteria for distribution ship- sole proprietor
05 Criteria for distribution ship- Partnership firm
06 Products and Services offered by Tata Docomo
07 Targets of A Star for June month
08 Example of report showing Target distributed among DSE’s
09 Example of report showing Target achieved till date
10 Activation for the month of April, May and June
11 Primary EVD report
12 Secondary EVD report
13 Tertiary EVD report
14 EVD in month of April, May and June
15 Retailers dealing with different operators
16 Opinion given by retailers about operators
17 Rating of operators
18 Opinion about service demanded by customers
19 Marketing strategies attracting customers
20 Products of Tata Docomo sold by retailers
21 Time period for which retailers are dealing with Tata Docomo
22 Performance of Tata Docomo
23 DSE visit at outlet time interval
24 Rating of services provided by Tata Docomo
25 Best service of Tata Docomo
26 SWOT analysis of Tata Docomo

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 LIST OF FIGURES

SR. NO. TOPICS

01 Corporate Philosophy
02 Graph showing activation for the month of April, May and June
03 Graph showing activation for the month of April, May and June
04 Types of EVD
05 Screen shot of EVD software
06 EVD for April, May and June
07 Format of report showing trend of retailers
08 Banking process
09 Banking process
10 Banking process
11 Banking process
12 Banking process
13 Banking process
14 Banking process
15 Retailers dealing with operators graph
16 Opinion of retailers for operators
17 Pie chart showing rating of Tata Docomo
18 Pie chart showing rating of Vodafone
19 Pie chart showing rating of Airtel
20 Pie chart showing rating of BSNL
21 Pie chart showing rating of Videocon
22 Rating of operators
23 Marketing strategies attracting customers
24 Products of Tata Docomo sold by retailers
25 Time period for which retailers are dealing with Tata Docomo
26 Performance of Tata Docomo
27 DSE visit at outlet time interval
28 Network coverage rating
29 Offers and Schemes rating
30 DSE Support rating
31 Value Added Services rating
32 Advertisement Rating
33 Incentives and Commission rating
34 Activation process Rating
35 Best service of Tata Docomo

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 CHAPTER 1
COMPANY PROFILE

8
INTRODUCTION AND HISTORY OF COMPANY
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. Tata
Teleservices has received a pan-India license to operate GSM telecom services, under the brand TATA
DOCOMO and has also been allotted spectrum in 18 telecom Circles. TTSL and has already rolled out its
services in various circles.
The name DoCoMo is officially an abbreviation of the phrase, "do communications over the mobile
network", and is also from a compound word dokomo, meaning "everywhere" in Japanese.
The launch of the TATA DOCOMO brand marks a significant milestone in the Indian telecom landscape, as
it stands to redefine the very face of telecoms in India. Tokyo-based NTT DOCOMO is one of the world's
leading mobile operators-in the Japanese market, the company is clearly the preferred mobile phone service
provider in Japan with a 50 per cent market share.
On 5 November 2010, Tata DOCOMO became the first private sector telecom company to
launch 3G services in India. Tata DOCOMO had about 42.34 million users at the end of December 2010.
NTT DOCOMO has played a major role in the evolution of mobile telecommunications through its
development of cutting-edge technologies and services. Over the years, technologists at DOCOMO have
defined industry benchmarks like 3G technology, as also products and services like the i-modeTM, mobile
payment and a plethora of lifestyle-enhancing applications. Today, while most of the rest of the industry is
only beginning to talk of LTE technology and its possible applications, DOCOMO has already started
conducting LTE trials in physical geographies, not just inside laboratories!
DOCOMO is also a global leader in the VAS (Value-Added Services) space, both in terms of services and
handset designs, particularly integrating services at the platform stage. The Tata Group-NTT DOCOMO
partnership will see offerings such as these being introduced in the Indian market under the TATA
DOCOMO brand.
TATA DOCOMO has also set up a 'Business and Technology Cooperation Committee, comprising of senior
personnel from both companies. The committee is responsible for the identification of key areas where the
two companies will work together. DOCOMO, the world's leading mobile operator, will work closely with
the Tata Teleservices Limited management and provide know-how on helping the company develop its
GSM business.

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Despite being a late entrant, Tata Indicom, TTSL's CDMA brand, has already established its presence and is
the fastest-growing pan-India operator. Incorporated in 1996, Tata Teleservices Limited is the pioneer of the
CDMA 1x technology platform in India. Today, Tata Teleservices Limited, along with Tata Teleservices
(Maharashtra) Ltd, serves over 37 million customers in more than 320,000 towns and villages across the
country offering a wide range of telephony services including Mobile Services, Wireless Desktop Phones,
Public Booth Telephony and Wire-line Services.

Rebranding
On 20 October 2011, Tata DoCoMo brought its brands - CDMA, GSM, Walky (Fixed Wireless Phone), 3G,
Photon, INTERNET - under the Tata Docomo name. All subscribers to these services were migrated to the
Docomo brand on 20 October 2011.

Type Joint venture

Industry Telecommunications

Founded November 2008

Headquarters New Delhi, NCT, India

Area served India

Services Mobile network, Fixed Wireless

Telephone, USB Internet Dongle

Parent Tata Teleservices (74%)

NTT DoCoMo (26%)
(joint venture)

Website www.tatadocomo.com

(Table 1)

About A Star Enterprises (Authorised dealers of Tata Docomo)

A Star Enterprises under the proprietor Mr Navjeet Singh is working with Tata Docomo from 1 Year. They
got Distribution ship of Tata Docomo in July 2012 and started working from August 2013.
Astar Enterprises is one of the top distributors in Punjab Zone.

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ABOUT TELECOM SECTOR IN INDIA:

More 150 million (Approx) telephones network is one of the largest communication networks in the world,
which continues to grow at a blistering pace. The rapid growth in the telecom sector can be attributed to the
various pro-active and positive policy measures taken by the government as well as the dynamic and
entrepreneurial spirit of the various telecom service providers both in private and public sector. The telecom
sector has shown impressive growth during the past decade. Today more two striking features of this growth
VIZ. Increasing preference for mobile phones and higher contribution of private sector in the incremental
growth have pre-dominated the telecom sector. The share of mobile phones (including WLL mobiles.) has
overtaken the shares of landlines with 93% (Approx) in the total number of phones. The private sector
contribution also increasing rapidly. Currently more than 80 lakhs phones are being used added each month
and it is targeted that by the total number of phones may reach a level of 700 millions taking the tele-
density to more than 60% which is currently at 55% (Approx).

Network Expansion:

The total number of telephone subscribers has reached 563.24 million at the end of February as compared to
281.62 million. The overall tele-density has increase to 71.26% in February.

Wireless services:

The wireless segment saw a surge of 17.4 million subscribers last month compared to 8.20 million in
December 2012. This pushed the total wireless subscriber’s base to 680.8 million by January.

Wireless Subscribers:

The wire line segment subscriber base stood at 99.73 million with a decrease of 0.16 million at the end of
January.

Teledensity:

The gross subscriber’s base reached 600.83 million at the end of March. The tele- density is 24.63% at the
end of January as compared to 18.31% at the end of March registering an increase 0f 6%.

Increasing role of Private Sector:

The private sector has played a significant role in the growth of telecom sector. The share of private sector
has rise 85% in December from 64.14% in November.
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Tariff rebalancing measures:

There has been a dramatic fall inconsiderably in recent months especially for cellular services. The long
distance domestic as well as international charges have also fallen considerably.

Telecom Regulatory Authority of India (TRAI):

TRAI was established under the Telecom Regulatory Authority Of India Act, 1997 enacted on March 28,
1997. The goals and objective of TRAI are focused towards providing a regulatory framework that facilitates
achievement of the objective of New Technology Policy (NTP) 1999. TRAI has endeavoured to encourage
greater corporation in the telecom sector together with better quality and affordable prices.

CORPORATE PHYLOSIPHY
With the aim of creating a new world of
communications culture, TATA DOCOMO
devote all the skills, know-how and energy
towards the establishment of more "personal
communication" with customers that contribute
to their heartfelt satisfaction.
 A New World of Communications
Culture
 More personal communication (Fig.1- Corporate philosophy of Docomo)
 Reliable access
 E-communication One-to-one “personal
 This gives birth to a new world of communications culture
 Freedom to enjoy communications anytime, anywhere with anyone
 Opening of endless lifestyle horizons

To achieve this
In order to create a world of more innovative and enriched communications, docomo is improving service
quality; aggressively move forward with the development of various services. Tata Docmo will also
research and develop a more advanced user-friendly communications interface, and at the same time we will
provide these services and technologies to an ever expanding area.

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Customer Satisfaction:
 Communications those are always ready when needed.
 Capability to contact whomever, from wherever and whenever the customer desires.
 Happiness that comes from heart-to-heart communications.
 Bringing customers another step closer to realizing their dreams.
 Responding to every customer with consideration, courtesy and thoroughness.
 Providing products that give customers easy and convenient access to cutting-edge functionality.

To achieve this
 First and foremost, we will fulfil expectations of customers by fulfilling our response to their needs
through improved service quality, building original networks, enriching functionality and expanding
the service area. In addition, by providing an expanding and ever-improving selection of services at
inexpensive rates, we will deliver satisfaction to a growing diversity of customers.

Employees’ satisfaction:
 Making the most of the talents of each individual in our company.
 Respect for the individuality and sense of values that are unique to each person.
 Enable internal corporate communication to flow free from vertical and horizontal organizational
barriers.
 Make the most of the ideas of each individual.
 Foster a corporate culture that is not restricted by conventional thinking and systems.
 Create a creative office environment that supports the fulfillment of the individual.
 Fostering an "open" corporate culture that welcomes the ideas and views of the individual.
 Evaluate personnel based on their merits.
 Build a company that overflows with a challenging spirit.
 By improving system and programs for the enhancement of human resources and unifying our
human resource development, Tata Docomo empowers each individual to exert their skills to the
utmost of their capabilities and discover new potential. At the same time, they strive to create a
workplace that motivates individuals through measures such as improvement of the working
environment and labour conditions and enhancement of health and welfare benefits.

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Vision
Tata Docmo leverage its strength in executing complex global scale projects to make leading edge
information and communication services affordable by all individual consumers and business in India. Tata
Docomo also offers unparalleled value to create customer delight and enhance business productivity. They
also generate value for their capabilities beyond Indian borders while enabling millions of India’s knowledge
workers to deliver their services globally.

STATISTICS
 Third largest telecom network in the world.
 Largest operator in INDIA is BSNL.
 INDIA‟S mobile market is the fastest growing market in the world.
 World’s leading Japan based Telecom Company.
 Over the years technologies of DOCOMO has defined industry bench marks like 3G technology.
 It is the global leader in value added services.
 TATA telecom Incorporated in 1996.
 Tata Teleservices is the pioneer of the CDMA 1x technology platform in India. 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. Extended systems will link the home, the office and
any number of other locations to bring greater convenience to all aspects of everyday life. For the
future, it is our aim to incorporate information gathered by all five senses to achieve an array of
services far beyond anything envisaged to date.
 NTT DOCOMO is already making rapid progress in such areas through a wide range of innovative
research, building expertise and techniques as we move forward towards exciting new business
opportunities.
 Telecom industry in India is dominated by major companies like Airtel, Vodafone in GSM services.
 Competition is very intense due to low differentiation.
 India ended March this year with 391.76 million mobile lines and tele density is around 36.98.
 According to national research, Airtel enjoys 33.9%, Idea 11.6% Vodafone 19.6 and Tata CDMA has
7.2% of market share respectively.

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AVAILABILITY OF TATA DOCOMO SERVICES:

Tata DoCoMo mobile services are available in the following telecom circles:

State CDMA 2G 3G
Madhya Pradesh

Maharashtra & Goa

Mumbai

Andhra Pradesh

Bihar & Jharkhand

Gujarat

Haryana

Himachal Pradesh

Karnataka

Kerala

Kolkata

Orissa

Punjab

Rajasthan

Tamil Nadu

Chennai

Uttar Pradesh (East)

Uttar Pradesh (West)

West Bengal

Assam

North-East

Jammu and Kashmir

Delhi
(Table 2- Availability of Tata Docomo Services)

With effect from 17 June 2013, Docomo does not offer postpaid services, on both CDMA and GSM, in
Bihar, Rajasthan and West Bengal (except Kolkata).
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VARIOUS MARKETING STRATEGIES USED BY TATA DOCOMO:

What do you mean by Market?

In marketing, the term market refers to the consumers or organizations that is interested in the product, has
the resources to purchase the product, and is permitted by law and other regulations to acquire the product.
The market definition begins with the total population and progressively narrows.
A public place where buyers and sellers make transactions, directly or via intermediaries. Also sometimes
means the stock market

What do you mean by Strategy?

Strategy is a long term course of action through which an organization relates itself with the environment so
as to achieve its objective.
Strategy is the direction and scope of an organization over the long-term; which achieves advantage for the
organisation through its configurations of resources within a challenging environment, to meet the need of
market s and to fulfil stakeholder’s expectations.
Strategy is an action that managers take to attain one or more of the organization goals. Strategy can also be
defined as “a general direction set for the company and its various components to achieve a desired state in
the future. Strategy results from the detailed strategic planning process.”

What do you mean by Marketing Strategy?

A marketing strategy is a process or model to allow a company or organization to focus limited resources on
the best opportunities to increase sales and there by achieve a sustainable competitive advantage.
A strategy that integrates an organizations marketing goal into a cohesive whole. Ideally drawn from market
research, it focuses on the ideal product mix to achieve maximum profit potential. The marketing strategy is
set out in a marketing plan.
A marketing strategy is a process that can allow an organisation to concentrate its limited resources on the
greatest opportunities to increase sales and achieve a sustainable competitive advantage.

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DOCOMO’S STRATEGIES:
The strategies used by Docomo to acquire market are-
SEGMENTING, TARGETING DIFFENTIATED MARKETING AND POSITIONING.
Segmenting:

1. Geographic region.

2. Density.

3. Social classes & Income level.

Targeting:

1. Company executives

2. Lower, upper, middle income segment.

Positioning:

1, Transparent

2. Innovative

3. Liberating

Here, Tata docomo has various plans and tariff rates as per the need and requirements of various
segmentations, such as corporate plans for business people, night plans, low tariff plans for middle and lower
income group, blackberry with their telecom services for middle and high income group.

Tata docomo is following full market coverage strategy as they have wide range of offering for the
customers i.e. various tariff plans depending upon the segment the customer belongs to for example the
charges for the corporate plans are different from that of residential use plants.

 Differentiated Marketing:

For full market-coverage they are following the differentiated marketing strategies, under which for each
market segment there will be different marketing mix for example the charges for corporate plans are
different from those of home plans and the feature are also different on the both

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 MARKETING MIX OF TATA DOCOMO:
Marketing Mix decision must be made for influencing the trade channels as well as the final consumers. The
4p’s represents the sellers view of the marketing tools available for influencing buyers. From a buyer’s point
of view, each marketing tool is designed to deliver a customer benefits.
Rest 4 P are of Service marketing. Services marketing is the marketing based on relationship and value. It
may be used to market a service or a product. Marketing a service-based business is different from
marketing, a goods-based business.

1. Product:
 Design
 Technology
 Usefulness
 Convenience
 Value
 Quality
 Packaging
 Branding
 Accessories
 Warranties

2. Price:
 Strategies
 Skimming
 Penetration
 Psychological
 Cost-plus loss leader, etc

3. Place:
 Retail
 Distributor
 Mail order
 Internet
 Direct sales
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4. Promotion:
 Special offers
 Advertising
 Endorsement
 User trials
 Direct mailing
 Leaflets/posters
 Free gifts
 Competitions
 Joint ventures

5. People:
 Employee.
 Management.
 Culture.
 Customer service.

6. Process:
 Especially relevant to service industries.
 How are services consumed?

7. Physical Environment:
 Smart
 Run-down
 Interface
 Comfort
 Facilities

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PRICING STRATEGY:
Pricing strategies for products or services encompass three main ways to improve profits. These are that the
business owner can cut costs or sell more, or find more profit with a better pricing strategy. When costs are
already at their lowest and sales are hard to find, adopting a better pricing strategy is a key option to stay
viable.
They are following differential pricing strategy; they are offering varied tariff plans from which the
customers can choose as per their requirements.
STRATEGIES:

PRODUCT Offer A basic Offer Value Increase In

product service. added service. number of value
added services.

PRICE Charge cost-plus Price To Price to Match

Penetrate or Best
market. competitors.

DISTRIBUTION Build selective Build Intensive Build More

distribution. distribution. intensive
distribution.

ADVERTISING Build Product Build awareness Stress Brand

Awareness interest in the differences and
among early mass market. benefits.
adopters.

SALES Use heavy sales Increase to build Increase To

Promotion To And Maintain encourage brand
PROMOTION
switching
Entice people to relationship with .
subscribe. customers.

(Table 3-Pricing Strategy of Docomo)

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 CHATPER 2
THEORETICAL FRAME WORK

21
BUSINESS HERARCHY OF A STAR ENTERPRISES-
A Star Enterprises is one of the leading distributors in Jalandhar zone out of 7 Distributors. A Star Enterprise
is supervised by CSM- Mr Hemant Bawa and ZBM- Mr Amit Goel. It has 595 Outlets under it which is
being handled by 6 DSE’s and a Back end. A Star is dealing with all the products of Tata Docomo.
Here is the regional hierarchy-

Zonal Business Manager

Company sales Manager(CSM)

Astar Enterprises
(Distributor)

DSE 1 DSE 2 DSE 3 DSE 4 DSE 5 DSE 6 Back end

111 105 105 98 72 104 Total 595

Retailers
58 45 62 53 54 63
53 60 43 45 18 41
(Figure 2- Hierarchy of Tata Docomo)

Details-

Total Outlets= 595

Transacting Outlets= 335

Non Transacting Outlets= 260

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 FUNCTIONS OF VARIOUS PEOPLE IN ORGANISATION:

(A) Functions of Distributor (A Star Enterprises)

Telecommunications is a sophisticated and vast field and while every individual uses telecom services in
some form or the other, for a business organization choice of the products can become a much more complex
decision. Serving the client’s demands therefore needs to be managed with extreme care and caution and a
methodical approach. It will also ensure that the carriers are able to understand customers’ requirements and
then execute the solution.
This is where the role of a telecom distributor comes in.

1. Monitoring software technology

A telecom distributor will also spend a lot of time in keeping track of the way technology is
unfolding in the telecom business. This is indeed a very dynamic field because almost every day
there are new technologies that are being introduced in the market and an agent or an individual may
not really have the time and know-how to find out more about this technology and whether it is
something that should be presented to the end customer. Therefore, one of the responsibilities of a
telecom distributor is to check up on nascent technologies and make an analysis of their own
bustness.

2. Structuring price quotes

A telecom distributor will also be able to help agents to get structured price quotes that they can carry
to the customer. By making the process of lead generation, marketing, price quoting and payments a
smooth and operational one, a telecom distributor has to perform a role of a “coordinator” more than
anything else.

3. Relationships
When it comes to the entire ecosystem of the different individuals and companies that go into making
a telecom network, then one of the biggest roles that a telecom distributor performs is that of
fostering and nurturing relationships within the ecosystem. Thus, there can be vendors, agents,
customers, software sellers and many other players within this ecosystem but a telecom distributor or
master agent will help them connect with each other in a relevant and meaningful manner which
delivers higher value proposition. For instance, an agent may need the help of a product specialist in
a particular domain but may not know where to go. Now if he were to approach a telecom distributor,
then he would be connected with the appropriate product specialist in no time at all.

4. Customer development and market development

Another role that a telecom distributor has to perform pertains to developing market share and
customer base for a telecom carrier. Assuming that the carrier’s products and solutions are all high-
quality ones then it will be up to the telecom distributor to work with the customer and tell them
about the availability of such high-quality products. Therefore a telecom industry distributor plays an
eminent role in fostering customer and market relationships also.

23
Criteria required for Distribution ship in DoCoMo:-

Sr.No. Sole Proprietorship

1 Evaluation Sheet (Signed by CSM & ZM)
2 Demand Draft Copy

3 Demand Draft Original - Named on Tatal Teleservices Ltd, Payable at Chandigarh

with Channel Stamp on Backside of Demand Draft
4 Bank Certificate
5 1 Snap
Identification Proof of Person signing Agreement with TTSL (Self Attested Copy of
6
Passport / Ration Card / Driving Licence/ Voter ID Card)
7 PAN Card
8 VAT Certificate
9 Service Tax
10 Application form from Distributor regarding Distributorship
11 49 Pages Agreement with Stamp & Sign on all pages and additional stamp sign as per
the attachment (on normal paper)
12 Payout & Amendment Policy (TTSL Letter Head)
13 Clawback Policy (3 Pages)
Indemnity Bond on Rs. 50 Stamp Paper on Firm's Name (Notarised Attested) (While
14 taking Print out on Indemnity (Appendix-2), the word "Performa for………." should be
removed.)
15 Schedule C on Rs. 50 Stamp Paper on Firm's Name (Notarised Attested)

Rs. 25 Stamp Paper on Firm's Name. Following Text to be printed on Stamp Paper.
16
“This stamp paper forms integral part of the Channel partner Agreement executed
between M/s Tata Teleservices Ltd. and M/s
………………………………………………………………………….. and has been affixed to the
Agreement for the purposes of stamp duty.”
17 Ownership / Possession Proof of Principal Place of Business
> For Rented Property:- Self Attested copy of Lease Agreement/ Lease Deed/ Rent
17 a. Deed/ Affidavit coupled with Rent receipt (in case no document is executed and its
oral understanding)/ Affidavit coupled with copy of expired lease deed/ Agreement
(in case agreement has not been extended further in writing);

17 b. > For Self Owned Property:- Self Attested copy of Sale Deed/ Allotment Letter/
Transfer Letter/ Jamabandi/ Any other document signifying possession/ ownership
18 Audited Balance Sheet CA Attested (For last three years)
19 IT return for last 3 years
20 Bank Account Statement for last 6 month
21 Alternate Mobile Number & E Mail address of Channel Partner
(Table 4-Ctriteria for distribution ship)

24
Sr.No. Partnership Firm
1 Evaluation Sheet (Signed by CSM & ZM)
2 Demand Draft Copy

3 Demand Draft Original - Named on Tatal Teleservices Ltd, Payable at Chandigarh

with Channel Stamp on Backside of Demand Draft
4 Bank Certificate (Enclosed)
5 1 Snap of All Partners
Identification Proof of all Partners (Self Attested Copy of Passport / Ration Card /
6
Driving Licence/ Voter ID Card)
7 Firm's PAN Card
8 Firm's VAT Certificate
9 Firm's Service Tax
10 Application form from Distributor regarding Distributorship
11 49 Pages Agreement with Stamp & Sign on all pages and additional stamp sign as per
the attachment (on normal paper)
12 Payout & Amendment Policy (TTSL Letter Head)
13 Clawback Policy (3 Pages)
Indemnity Bond on Rs. 50 Stamp Paper on Firm's Name (Notarised Attested) (While
14 taking Print out on Indemnity (Appendix-2), the word "Performa for………." should be
removed.)
15 Schedule C on Rs. 50 Stamp Paper on Firm's Name (Notarised Attested)

Rs. 25 Stamp Paper on Firm's Name. Following Text to be printed on Stamp Paper.
16 “This stamp paper forms integral part of the Channel partner Agreement executed
between M/s Tata Teleservices Ltd. and M/s
………………………………………………………………………….. and has been affixed to the
Agreement for the purposes of stamp duty.”
17 Ownership / Possession Proof of Principal Place of Business
> For Rented Property:- Self Attested copy of Lease Agreement/ Lease Deed/ Rent
17 a. Deed/ Affidavit coupled with Rent receipt (in case no document is executed and its
oral understanding)/ Affidavit coupled with copy of expired lease deed/ Agreement
(in case agreement has not been extended further in writing);

17 b. > For Self Owned Property:- Self Attested copy of Sale Deed/ Allotment Letter/
Transfer Letter/ Jamabandi/ Any other document signifying possession/ ownership
18 Partnership Deed
19 Authorisation Letter in case of One Authorised signatory
20 Audited Balance Sheet CA Attested (For last three years)
21 IT return for last 3 years
22 Bank Account Statement for last 6 month
23 Alternate Mobile Number & E Mail address of Channel Partner
(Table 5- Ctriteria for distribution ship)

25
 (B) Functions of ZBM (Zonal Business Manager)-
 ZBM controls the whole zone.
 He is also an employee of company who not only governs Distributors, Retailers and DSE’s but
CSM’s also.
 He is the highest authority of district.
 He conveys to company need of market.
 He analyse data received from company and get the required work done through CSM’s.

(C) Functions of CSM (Channel Sales Manager)-

 CSM is an employee of company to govern the area/distributor appointed to him.
 He makes sure that Distributors, Retailers and DSE’s are working according to company policies.
 They have to achieve targets assigned to them by company with the help of distributors.

(D) Functions of DSE’S (Direct Selling Executive) –

 DSE’s are the agents of distributors who perform sales and services to retailers on behalf of
distributors.
 To visit and help retailers regarding any problem they are facing.
 To communicate the schemes and offers for the period are being conveyed to retailers or not.
 To motivate and Boost the morale of retailers by giving them schemes and offers.
 To achieve daily target of activations assigned by distributor.
 To Complete DUAO- Daily Unique Activating Outlets.
 To give the POP (Point of Purchase) material (posters, hangings, books etc) for advertising to
Retailers.
 To bring CAF (Customer application form) daily for the activations done by their counters.
 To supply the retailers with all the products they require.

26
PRODUCT AND SERVICES OFFERED BY TATA DOCOMO- Following are the Services offered by
Tata Docomo in Country.

(Table 6- Product and Services offered by Tata Docomo)

Out of these A star Enterprises deals with-

Internet Services-
 Photon
 3G
Voice solution-
 Docomo
 Virgin
 Indicom
Recharge facilities-
 EVD
 Paper card

27
MAIN COMPONENTS OF BUSINESS:
(A) Targets--
Targets are assigned by company looking at the past performance of the area which distributor holds. Given
are the three aspects-
 Targets for Sims- In Sims there are targets for :
o MNP(Porting)
o Tata Docomo Sims,
o Virgin Sims
o Indicom Sims
 Targets for EVD- These targets involve the targets of Primary, Secondary and Tertiary.
 Targets for Paper card.- Paper card should be 20% of For the month of June targets were assigned by
Company as follows
Following are the Targets of A Star Enterprises for the month of June -

GSM – Voice GSM – Data Primary RC-9

Tran Act DUAO Act DUAO 3G GPRS Sms Min
325 225 35 35 2 70 3900 3900 1950

Gross - VOICE Targets EVD + Paper

Active Paper
Dist Mdn Dist Name TD VMI MNP Gross 3G Primary Tertiary Primary
A Star
9041701233 Enterprises 1778 198 150 1700 70 53.8 44.1 8

Gross – Targets EVD Primary CDMA – Voice CDMA - Data

Active CDMA
Dist Mdn Dist Name Voice Data Gross Tertiary Handset Data Tran Act DUAO Act DUAO
A Star
9041701233 Enterprises 90 25 72 5.6 55 25 245 46 3 12 1
(Table 7- Target of June A Star)

And this is how target was divided amongst DSE’s according to their retailers and experience.
DSE TD VMI MNP
Number Targets Targets Targets Total Duao 3G Photon
7696029853 600 60 30 690 6 20 5 Dheeraj
8699243676 290 30 30 350 5 10 8 Sandeep
7696100113 250 40 30 320 5 8 2 Harmeet
7696024809 300 40 30 370 5 10 6 Inder
8699242397 170 10 15 195 5 10 2 Jatin
8699179568 168 18 15 201 5 12 2 Nishant
Total 1778 198 150 2126 35 70 25
(Table 8- Target distributed among DSE’s)
28
HVC- High Value Charge target has been introduced by Tata Docomo to enhance the sale of recharges of
high value. Dse’s are assigned task of sending sms from retailers mobile- ‘HVC’ to 52291.
The target is being assigned by company to the retailer according to their past performance.On achieving the
assigned target, retailers get Rs 10 extra on every HVC recharge they do.This has increased the sale of high
value recharges and hence giving high profit to retailers as well as distributors.
Target Achieved till date report:
TD Gross
TD G MTD %Age %Age Month LM- %
Tgt Tgt FTD Ach MTD Ach RRR CRR LMSD Trending Exit Gr
1777.5 1319 73 1224 93% 69% 69 53 1204 1643 1617 2%

MNP
MNP G MTD %Age %Age Month LM- %
Tgt Tgt FTD Ach MTD Ach RRR CRR LMSD Trending Exit Gr
-
150 111 0 48 43% 32% 13 2 88 62 99 45%

Virgin Gross
Virgin G MTD %Age %Age Month LM- %
Tgt Tgt FTD Ach MTD Ach RRR CRR LMSD Trending Exit Gr
-
197.5 147 1 28 19% 14% 21 1 46 31 65 39%

3G Gross
3G G MTD %Age %Age Month LM- %
Tgt Tgt FTD Ach MTD Ach RRR CRR LMSD Trending Exit Gr
-
70 52 1 26 50% 37% 6 1 37 31 67 30%

Evd Tertiary (TD+Virgin) GSM POOL

Tert LM- % DBR DSE Ave
Tgt FTD Ach %Age RRR LMSD Exit Gr Balance Balance Tertiary Stock
44.10 0.90 20.96 48% 2.89 20.64 26.89 2% 3.00 0.18 1.02 3

EVD Primary (TD+Virgin+CDMA) Paper Primary (TD+Virgin)

EVD P LM- % Pap P LM- %
Tgt %Age AR LMSD Exit Gr Tgt FTD Ach %Age AR LMSD Exit % Gr Contri
53.80 44% 3.75 21.35 28.05 12% 8.00 0.39 2.12 26% 0.74 5.97 6.01 -65% 8%
Table 9

29
 (B) Activations:
Activations process is as following:
1. CAF- Customer Application Form which is filled checking at the proofs submitted by the customers.
 CAF is sent with a proof and a photo of customer with the stamp of Retailer and Distributor
on CAF.
 CAF is then collected by CAF auditor and collector.
 The CAF is collected within a day to ensure all the incentives to distributor and retailers.
 In case CAF is not sent in a week time,
 Number is automatically deactivated,
 Those CAF which are not appropriate are sent back by the company which are known as
rejected CAF.
2. LR Verification- In case proof is of some other state, Local reference of customer receives call to
confirm if he lives in town or not.
3. Tele-verification- In case customer has given local proof, after updation of proof in company,
customer calls at 59059 and confirms his name, Address and F. Name.
4. First call- After TV or LR is done; activation is counted only when customer calls at any number
and talks for around 1 min. This is done to confirm if the number is a genuine activation or not.
After all these steps being followed, Activation is considered done.
Following are the Activations done by A Star Enterprises in the month of April, May and June.
ACTIVATIONS- APRIL MAY JUNE
VIRGIN 81 39 52
3G 39 36 43
TATA DOCOMO 2180 1479 1437
MNP 65 52 76
TOTAL 2365 1606 1608
Table 10
90
80
70
60
ACTIVATIONS

50 VIRGIN The Graph of change in activations has

40 been shown in Figure 3 and Figure 4
3G
30
MNP
20
10
0
APRIL MAY JUNE (Figure 3)
MONTH

30
 2500

2000
ACTIVATIONS

TATA
1500 DOCOMO
TOTAL
1000 ACTIVAIONS

500

0
APRIL MAY JUNE (Figure 4)
MONTH

As we can see there is decline in activations, the reasons for that are following:-
1. Slum in the market in May and June months.
2. Reshuffling of areas in Jaladhar zone,
3. Decrease in outlets under A Star enterprises.

More info-
 Activations report can be downloaded for the same month or last month.
 Activations can be monitored through SSTATALLY software.
 Even hourly report can be downloaded and status of numbers can be checked easily.

Activation Reports are of three types-

 Subscriber activation report- Which shows the activation report of normal gsm Tata Docomo
numbers.
 CDMA Activation Report- It shows the the activation report of Tata Indicom or Photon Numbers.
 MNP Activation report- It show the number being ported from some other network to Tata docomo
and the status of those numbers.

31
 (C) EVD (Electronic Voucher Distribution)
Electronic Voucher Distribution or EVD is the means of distributing value and prepaid vouchers
electronically using a central server and a portable Point-of-Sale (POS) transaction terminal at the retail
outlet.

A Point-of-Sale (POS) is typically the location where a transaction occurs. A POS terminal is a handheld or
portable device that is used to complete the sales transaction. The POS terminal may be connected to a
central server where the transaction and the customer account are updated. On the successful completion of a
transaction, a POS may generate a receipt/voucher having the transaction details.

Advantages of Electronic vouchers over Scratch cards:-

Unlike scratch cards, Electronic vouchers are terminal printed vouchers with PIN number, serial number,
amount, expiry date etc. Advantages of Electronic Vouchers
 Simple to use
 Low capital investment
 More availability of stock
 Minimize fraud and theft
 Easy to track the voucher for status updates
 Centralized control

What are the projected business benefits to operators, distributors, retailers and end-users?

 Reduce scratch card printing, distribution and storing

 Increased revenues from distributors and retailer.
 Guaranteed stock
 Centralized distribution and Accounting control
 Minimize fraud and theft
 Low capital investment
 Minimize the transaction cost
 More potential to sell directly to End Users
 Can introduce more denominations

32
 EVD

Primary Secondary Tertiary

(Figure 5- Types of EVD)

There are three parameters of EVD viz.

 Primary
 Secondary
 Tertiary

The data related to EVD is checked in https://evdapps.tatatel.co.in:4443/GsmEvdWeb/newEVD.evd

is called EVD software.

This is the screen shot of this website.

(Figure 6- EVD Software)

33
Primary EVD-
It is the amount which is transferred by company to distributor. After checking the NEFT transferred in
consideration of order of EVD.
Here is the example of data for amount of Primary EVD for the month of June which is Rs 3005082.
TRANS ID SAP_CODE DISTRIBUTOR AMOUNT TRANS DATE BILL DOC NO
166594681 1041010256 9041701233 65023.59 01/06/2013 08:01:22PM 6125166173
171073005 1041010256 9041701233 7369.68 30/06/2013 01:42:26PM 6125170813
170983074 1041010256 9041701233 54535.91 29/06/2013 05:00:32PM 6125170557
170972143 1041010256 9041701233 104866.27 29/06/2013 04:00:11PM 6125170547
170850347 1041010256 9041701233 31463.02 28/06/2013 09:00:23PM 6125170431
170816848 1041010256 9041701233 73413.75 28/06/2013 06:00:21PM 6125170407
170633071 1041010256 9041701233 94389.1 27/06/2013 04:21:07PM 6125170234
170578221 1041010256 9041701233 41950.71 27/06/2013 12:01:04PM 6125170145
170485435 1041010256 9041701233 78657.58 26/06/2013 06:00:55PM 6125170115
170285586 1041010256 9041701233 89145.26 25/06/2013 04:20:44PM 6125169967
170126623 1041010256 9041701233 94389.1 24/06/2013 06:20:37PM 6125169832
169881232 1041010256 9041701233 94389.1 22/06/2013 05:21:04PM 6125169432
169709563 1041010256 9041701233 36706.88 21/06/2013 07:00:58PM 6125169281
169623456 1041010256 9041701233 41950.71 21/06/2013 12:20:15PM 6125169181
(Table 11- Primary EVD Report)

SECONDARY EVD-
It is the amount which is transferred from distributor’s demo to DSE’s demo and DSE’s demo to Retailer
Demo. Secondary for the month of June was Rs 2945543.
Here is the example of Data Details we get in EVD website in which donor is distributor or Dse’s.
TRANSID RECIPIENT DONOR TRANSACTION_DATE AMOUNT
166522456 8699998825 8699179568 01/06/2013 01:15:57 PM 3081
166524388 9041704699 8699179568 01/06/2013 01:22:32 PM 1540
166526103 7696029853 9041701233 01/06/2013 01:29:06 PM 15000
166526598 9041722342 7696024809 01/06/2013 01:31:03 PM 1027
166533710 8699259417 7696029853 01/06/2013 02:01:09 PM 1027
166534333 7696761621 8699243676 01/06/2013 02:04:22 PM 1027
166534487 9041704357 7696029853 01/06/2013 02:05:23 PM 1542
166535842 9041718567 7696029853 01/06/2013 02:12:32 PM 1027
166536024 9041705023 8699179568 01/06/2013 02:13:30 PM 513
166537290 9041717579 8699179568 01/06/2013 02:20:34 PM 1027
166537737 9041718017 8699243676 01/06/2013 02:23:22 PM 3081
166537868 9041784524 7696029853 01/06/2013 02:23:46 PM 1540
166539942 9041717974 8699243676 01/06/2013 02:35:59 PM 2055
166541705 9041562637 7696100113 01/06/2013 02:47:56 PM 7319
166541880 9041717716 7696029853 01/06/2013 02:48:54 PM 1027
166546476 8699073388 9041701233 01/06/2013 03:21:58 PM 1027
(Table 12- Secondary EVD Report)

34
TERTIARY EVD-
It is the amount which is transferred by Retailers to Customers. There is the target of tertiary to be achieved
by each distributor. The details of each retailer’s transaction are updated from company end regularly.
Here is the example of trend of retailers Tertiary EVD under A star Enterprises.
CDMA + GSM TERTIARY TREND
DSE No. Retailer Name Ret_MDN Apr May June July
A R REPARING
7696024809 CENTER 7696203273 0 0 3276 3319
7696024809 Akam Electron. 9041701418 3909 4296 2206 1700
7696024809 AMIT TELECOM 9041784629 0 0 0 0
7696024809 AMIT TELECOM 9041704354 19312 18652 16034 8559
7696024809 ASHWANI TELECOM 8699073388 15672 11702 15849 7996
7696024809 Chabra BARTAN 9041701422 0 0 0 0
7696024809 CHAHAT TRAVELS 9041784622 4144 3197 3650 1392
7696024809 Deepa Communication 9041704350 13145 11109 9110 7022
7696024809 Dhand Gift House 9041701403 6861 4264 5022 2627
7696024809 DHAND TELECOM 9041704379 166 0 0 0
7696024809 ESS KAY MOBILES 7696831268 4636 2896 1331 29
7696024809 GUPTA COMPUTER 9041880845 0 190 787 20
GURU KRIPA
7696024809 TELECOM 9041785982 8296 8687 9703 4003
7696024809 H R TELECOM 9041702667 14632 19347 16332 8914
HARKARAN
7696024809 TELECOM 9041702597 10 0 0 0
7696024809 IK SERVICE 9041562889 0 0 0 0
7696024809 INDER MOBILE 7696782241 20 0 3227 4432
7696024809 ISHU TELECOM 8699663860 0 0 0 0
7696024809 J R KING MOBILE 9041703688 7251 5633 5825 3896
7696024809 Jagdambay Medicine 9041701487 7634 8130 8332 5403
7696024809 JAHNVI TELECOM 9041718582 7671 7332 7057 4926
7696024809 JIYA MOBILE JUN. 8699998812 5259 6796 4569 1707
7696024809 Kundra Optical 9041701442 5639 11772 5468 4084
7696024809 LIZA TELECOM 8699071129 0 10 0 0
7696024809 LUCKY TELECOM 9041702684 17712 19069 16016 8811
MAA JAGDAMBAY
7696024809 elec 9041895736 17509 12786 12082 8030
MAHI MOBILE
7696024809 CENTRE 9041783396 10768 5445 9499 2507
7696024809 Mehak Collection 9041701424 5636 5955 2548 1837
(Table 13- Tertiary EVD)

35
This shows the Primary and Secondary EVD used in the month of April, May, June -

EVD APRIL MAY JUNE

SECONDARY 2796895 3819877 2945543
PRIMARY 2989753 3990763 3005082
(Table 14)

4500000

4000000

3500000

3000000

2500000 PRIMARY
EVD

2000000 SECONDARY

1500000

1000000

500000

0
APRIL MAY JUNE
MONTH

(Figure 7- Primary and Secondry EVD for April, May and June)

We can also check 6 Months trend of activations done by retailers and EVD Tertiary in THR report Sent by
Regional manager to distributor.

Here is the format of THR report:- (Figure 8)

36
 ORDERING PROCESS OF EVD, SIM CARD AND PAPER CARD-
 First of all we will login https://sstatally.tatatel.co.in/DOeSSTA/Login.jsp ESTATALLY website
using our distributor ID and Password.
 Select ‘Purchase order’ tab and then ‘Raise Purchase Order’
 Select the Item code which we wish to order.
 Select Quantity..
 Mention Bank name and Transaction number of Transfer which we made in Payment process.
 Press Submit.
 Notes- Order will be processed after 3 hours of NEFT.
Here are the screen shots of ordering process-

(Figure-9)

(Figure- 10)

37
Balance/EVD maintenance:
 Once purchase order is made, Company Transfers balance to Distributor end.
 Distributor then transfers the required amount to DSC’s.
 DSC’s then visit Mobile counters (Retailers) and transfer them required amount of EVD.
 Retailers then recharge customers’ mobile numbers.
 Balance of EVD at distributor end to be maintained at the end of the day in June month was
Rs 286000 and Rs 304000 for the month of June. This norm is based on 3 days tertiary.
 In the opposite way payment Transfers from
Customers > Retailers > DSC’s > Distributors > Bank > Company

Banking process:
 Deposit cash in State Bank of Patala.
 Open www.onlinesbp.com/saral
 Select ‘Payments/ Transfers’ tab.
 Then select ‘Interbank Transfer’.
 Select NEFT and press Proceed.
 Enter amount, Mark on ‘I accept the Terms and Conditions’ and Submit.
 Fill transaction password.
 Then SBP will send on our registered mobile High Security Password to confirm transaction.
 In this way we have transferred the Amount in Tata Tele Services Ltd, Deutsche Bank,
Mumbai.
 Notes- Payment is to be made before 4 pm.
-Order will be processed after 3 hours of NEFT.

(Figure-9)

38
 (Figure-10)

(Figure-11)

(Figure-12)

(Figure-13)

(Figure-14)

39
PAYOUTS AND COMMISSION
There are three parties involved in getting payout and commission when talking about distributor end. Viz.
 Distributors
 DSE
 Retailers

1. Distributor-
 Margin of EVD 4.68% is being transferred side by side as distributor makes transaction. And out of
this 2.68% is given to retailers. So, pDistributor’s margin remains 2%.
 On activating new connections there is different incentive based on the type of connection. Viz
Virgin, Tata Docomo, 3g, Indicom ect. Certain targets are given each month and on achieving
these targets the slab rate of profits increases.

2. DSE- Direct Selling Executives-

They are appointed and trained by distributor himself. And the salary is also decided by distributor
according to their experience and qualifications. DSE’s Salary varies from 6000-10000. And they are
given incentives on DUAO and Gross Targets assigned to them.

3. Retailers-
They get commission according o the sales they do. Retailers have commission in following things-
 Margin @2.7% on EVD is given to retailer when he purchases EVD from DSE. Eg. IF a
retailer purchases EVD of Rs 1000, He is being transferred Rs 1027 by DSE.
 OTF- On the front profit is transferred to retailer when he makes first recharge on new
connections according to the different type of FRC’s.
 Margin in Paper card sold to customers is 2.68%.
 Beside EVD margin and OTF on FRC, Retailer also gets payout according to their
performances. Payout is decided the basis of slabs of new activations.

40
 CHATPER 3
RESEARCH METHODOLOGY

41
RESEARCH
The process used to collect information and data for the purpose of making business decisions.
The methodology may include publication research, interviews, surveys and other research techniques, and
could include both present and historical information.
Research in common parlance refers to a search for knowledge. One can also define research as
a scientific and systematic search for pertinent information on a specific topic.

RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. It may be understood as a
science of studying how research is done scientifically. In it we study the various steps that are generally
adopted by a researcher in studying his research problem along with the logic behind them.

(a) RESEARCH PROBLEM

1. Demand for Tata Docomo in comparison to Demand for other Tele services providers.
2. Customer’s expectation from retailer’s point of view.
3. The market acceptance of Tata Communication by the retailers
4. What could be the future demand of Tata Docomo?
5. Rating of products of Tata Docomo.

(b) OBJECTIVES OF THE PROJECT

The purpose of research is to discover answers to questions through the application of scientific
procedures. The main aim of research is to find out the truth which is hidden and which has not been
discovered as yet.
The objectives of this study/project as follows:
 To study the working of Tata Docomo Distributor.
 To study the Market of Tata Docomo.
 To study the unique features and services offered by Tata Docomo.
 To perform a SWOT analysis of TATA Docomo.
 To know the impact of promotional activities on the purchasing behaviour of the buyer.
 To study the retailer satisfaction level regarding the services provided by Tata Docomo.
 To study consumer satisfaction from the view of retailers.

42
(c) RESEARCH DESIGN
The research is done in Basic, Analytical and Conclusive ways.
The data is being collected on primarily basis. Histograms, bar charts, Pie charts, Line charts are being used
to analyse and interpret the data. Field research is done and data being collected by DSE’s of A Star
Enterprises by Questionnaire method.

(e) POPULATION
The population of this study is 595 Outlets of Tata Docomo, Out of which these 335 counters are
Transacting. All these outlets come under the distribution channel of A Star Enterprises. The study has been
conducted to do the market analysis of these outlets by selecting random sample outlets from them.

(f) SAMPLE AREA

The sample has been selected from Jalandhar from following areas-
 Sodal Road,
 Dav College Road,
 Maqsudan Road,
 CRPF Camp,
 Gadaipur market,
 Focal Point,
 Bye pass road,
 Gobind Nagar,
 New Hargobind Nagar,
 Transport Nagar,
 Gandhi Nagar and
 Nearby areas.

(g) SAMPLE SIZE

Sample size of 50 Retailers has been taken out of 595 Outlets.

(h) METHOD OF DATA COLLECTION- 5 DSE’s were given 10 questionnaires each. Out of the outlets
under their channel, they selected 10 outlets each and got the data filled in questionnaires.

43
(i) STATISTICAL TOOLS USED FOR INTERPRETATION AND ANALYSIS
Histogram analysis with charts.

(j) DELIMITATION OF STUDY

The main limitation of this study is that the retailers have told their perception about the consumer’s view
which can be biased or on personal experience according to the location of their outlet.
 Biasness on the part of DSE is possible.
 Sample size is 10% of population which may make a difference in result.
 Study was limited to Tata Docomo retailers only.

44
 CHAPTER 4
ANALYSIS AND INTERPRETATION

45
DATA PRESENTATION, ANALYSIS AND INTERPRETATION:

The base for the below analysis is questionnaire filled by the retailers of Jalandhar. And the main basis for
which this whole project has been undertaken is as follows:

Question1. Which telecom companies are you dealing with?

This table shows the number of retailers out of 50 dealing with particular brands

Operator No. of Outlets Percentage

Airtel 48 96%
Idea 44 88%
Reliance 40 80%
BSNL 44 88%
Vodafone 48 96%
Tata Docomo 50 100%
Videocon 45 90%
(Table 15)

60

50
50 48 48
44 44 45
40
40

30

20

10

0
Airtel Idea Reliance BSNL Vodafone Tata Docomo Videocon

(Fig. 15)
It shows that out of 50 retailers of Tata Docomo,
96% are serving Airtel and Vodafone because of their demand in market,
90% are dealing with Videocon,
88% with BSNL and Idea,
80% with Reliance which shows that demand for Reliance is very less in the market.
46
Question 2- Among them which brand are demanded by customers the most?

These are the opinion given by Retailers in multiple choice.

Operator Retailers Percentage
Airtel 25 50%
Idea 6 12%
Reliance 4 8%
BSNL 1 2%
Vodafone 15 30%
Tata Docomo 20 40%
Videocon 8 16%
(Table 16)

30

25
25

20
20

15
15

10 8
6
5 4

1
0
Airtel Idea Reliance BSNL Vodafone Tata Docomo Videocon

(Fig. 16)

According to the research a result following is the sequence of demand for the company in market-

1. Airtel
2. Tata Docomo
3. Vodafone
4. Videocon
5. Idea
6. Reliance
7. BSNL
This again shows that Airtel is on the top according to Retailer’s opinion.
47
Question 3. How would you rate the experience with following brand?

This has been rated by retailers

Services Excellent Good Average Below Average
Tata Docomo 9 18% 32 64% 9 18% 0 0%
Vodafone 17 34% 25 50% 6 12% 2 4%
Airtel 32 64% 11 22% 7 14% 0 0%
BSNL 4 8% 18 36% 22 44% 6 12%
Videocon 7 14% 14 28% 15 30% 14 28%
(Table 17)
Tata Docomo

Below Average Tata Docomo

0%

Average Excellent
18% 18%

Good
64%

(Fig. 17)
Most of the result for Tata Docomo is Good ie.64%
18% of retailers have rated Tata Docomo as Excellent,
18% as Average, and
0% choose Below average.

48
Vodafone (Fig. 18)

Below Average
Vodafone
4%

Average
12%
Excellent
34%

Good
50%

34% result for Vodafone is Excellent, 50% for is good, 12% is Average, and 4% result is Below Average.

Airtel (Fig. 19)

Below Average Airtel

2%

Average
14%

Good
21%
Excellent
63%

Being the most preferred brand, Airtel has got 63% excellent remarks, It has got 21% Good remarks, It has
got 14% Average remarks, and has got 2% Below average.

49
BSNL (Fig. 20)
Below
Average BSNL
2%

Excellent
9%

Average
49% Good
40%

BSNL due to its less competitive schemes and offers is showing 49% Average results,
40% Good result,9% Excellent and 2% Below Average.

Videocon (Fig. 21)

Videocon

Excellent
14%

Below Average
28%

Good
28%

Average
30%

Retailers have neutral opinion about Videocon.

14% rated it as Excellent, 28% rated it as Good, 30% as Average, and 28% as Below Average.

50
Question 4- What are the features customers look from service provider?
Following is the list of opinion about services demanded by customers.
Features Retailers Percentage
E-Recharge 3 6%
Prices and Discount 12 24%
Brand Name 23 46%
Network coverage 24 48%
Service & Support 15 30%
Other offers 6 12%
(Table 18)

30

25 24
23

20

15
15
12

10
6
5 3

0
E-Recharge Prices and Brand Name Network Service & Other offers
Discount coverage Support

(Fig. 22)

Network Coverage and Brand name are the most looked upon feature by customers according to survey.
48% of Outlets marked Network coverage,
46% of Outlets marked Brand name,
30% on Service and Support,
24% on Prices and discount,
12% on Other offers, and
6% on E-Recharge.

51
Question 5. Which of these marketing/ Sales scheme attracts customers while purchasing any
connection?

Marketing Strategy attracting the customers are as follows-

Marketing/ Sales Schemes Outlets Percentage

Recharge Offers 27 54%
Value Added Services 10 20%
Discount Schemes 19 38%
Other Services 10 20%
(Table 19)

30
27

25

20 19

15

10 10
10

0
Recharge Offers Value Added Services Discount Schemes Other Services

(Fig. 23)
We can see that Recharge offer plays most important role as a marketing strategy for customers as 54%
retailers has marked it.
38% marked Discount Schemes,
20% marked Value added services and
20% marked Other services.

52
Question 6. Which Product/ Services of Tata Docomo are you selling?

Out of 50 Retailers, following are the number of retailers who offer the mentioned product or services.

Products/ Services Outlets Percentage

Tata Photon 26 52%
Virgin Sims 18 36%
3G Sims 19 38%
EVD 41 82%
Docomo Sims 41 82%
Indicom Sims 15 30%
Paper card 39 78%
(Table 20)

45
41 41
39
40

35

30
26
25

18 19
20
15
15

10

0
Tata Photon Virgin Sims 3G Sims EVD Docomo Sims Indicom Sims Paper card

(Fig. 24)

EVD and Paper card are must as those customers who have Docomo product needs to get recharge of it. SO
EVD and Paper card is present in 82% and 78% shops respectively.
And Tata Docomo sims being the main product is present in 52%

53
Question 7. How long you have been dealing with Tata Docomo?

As Tata Docomo has came into existence 4 years before, Retailers have been dealing with Tata Docomo
from 0-4 years.

Time Period Outlets

0-2 years 19
2-5 years 35
(Table 21)

0-2 years
35%

2-5 years
65%

(Fig. 25)

65% Retailers are dealing with Tata Docomo and

its products from 2-5 years.
And 35% are dealing from 0-2 years.

54
Question 8. How would you rate TATA DOCOMO performance as your expectation?

Following is the rating for TATA DOCOMO performance.

Components Outlets
Good Network Coverage 9
Good Internet Speed 16
Easy Recharge 22
Service as per expectation 3
(Table- 22)

25
22

20

16
15

10 9

5
3

0
Good Network Good Internet Speed Easy Recharge Service as per
Coverage expectation

(Fig. 26)

44% Retailers has marked Easy Recharge as best performance of Tata Docomo
32% has marked Good Internet Speed,
18% has marked Good Network coverage, and
6% has marked Service as per expectation.

55
Question 9. How often do DSE visit your outlet?

Direct selling Executive is supposed to visit the counter thrice a week in normal cases or as needed. Here is
the table showing DSE’s visit timing.

Time interval Outlets Percentage

Everyday 23 46%
Twice in a Week 7 14%
Once in a Month 2 4%
After 1 day 13 26%
Once in a week 5 10%
Never 0 0%
(Table-23)

Chart Title
25
23

20

15
13

10

7
5 5

2
0 0
Everyday Twice in a Once in a After 1 day Once in a week Never
Week Month

(Fig. 27)
DSE visits 46% Retailers daily as they are activating counters and proofs are to be collected on daily basis.
26% retailers get the visit after a day.
14% retailers get the dse visit Twice a week,
10% retailers get the dse visit once in a week and
4% retailers get the dse visit once in a month.

56
Question 10. Rate the following contributes of TATA DOCOMO.

Following are the service aspect of Tata Docomo and their rating by Retailers.

Services Excellent Good Average Below average

Network converge 7 14% 22 44% 18 36% 3 6%
Offers/Scheme 9 18% 32 64% 8 16% 1 2%
DSE Support 25 50% 20 40% 4 8% 1 2%
Value Added Services 15 30% 23 46% 9 18% 3 6%
Advertisement 9 18% 28 56% 11 22% 2 4%
Incentive & Commission 6 12% 22 44% 17 34% 5 10%
Activation process 5 10% 29 58% 7 14% 9 18%
(Table- 24)

Network Coverage

Below
Average Network Coverage
6%

Excellent
14%

Average
36%

Good
44%

(Fig. 28)
It shows that the network is good in most of the regions on Jalandhar where the research is conducted.
44% retailers have rated it Good,
36% have rated it Average,
14% have rated it Excellent and
6% have rated it Below Average.

57
Offer/ Scheme (Fig. 29)
Below
Offer/ Schemes Average
2%

Average Excellent
16% 18%

Good
64%

As Tata Docomo is famous for its offers and schemes, 18% people has given Excellent,
64% people has given Good Rating,
16% has given Average,
And 2% has given Below average.

DSE Support (Fig. 30)

Below
Average DSE Support
2%

Average
8%

Excellent
50%
Good
40%

50% retailers are satisfied with the DSE support giving them Excellent rating,
40% have given Good rating,
8% have given Average, and
2% have given below average.
58
Value Added Services (Fig. 31)
Below
Average Value Added Services
6%

Average Excellent
18% 30%

Good
46%

30% retailers has rated Value added services as Excellent,

46% has rated it Good,
18% has rated it Average, and
6% has rated it Below Average.

Advertisement (Fig. 32)

Below
Average Sales
4%

Excellent
18%
Average
22%

Good
56%

18% have rated the advertisement of Tata Docomo Excellent,

56% has rated it Good,
22% has rated it Average,
4% has rated it Below average.
59
Incentive and Commission (Fig. 33)

Incentve and Commission

Below
Average Excellent
10% 12%

Average
34%

Good
44%

12% of retailers think that Incentive and Commission given by Docomo are Excellent,
44% think that it is good,
34% think it is Average,
10% think it is below average.

Activation Process (Fig. 34)

Activation Process

Below
Excellent
Average
12%
10%

Average
34%

Good
44%

12% of retailers think that Activation process of Tata Docomo is Excellent,

44% think that it is Good,
34% think it is Average, and
10% think it is below average.

60
Question 11. What are the services Docomo needs to improve?

According to retailers, the services which Docomo need to improve are listed below-
Services Retailers Percentage
Network coverage 20 40%
Customer service 2 4%
SMS plans 5 10%
Advertisement ways 1 2%
Call rates 1 2%
Internet plans 2 4%
Activation period 8 16%
Incentives and commission 11 22%
(Table 25)

25
20
20

15
11
10
5
5 3
2 2
1 1
0

(Fig. 35)

40 % of retailers say that Network coverage of Docomo needs to be improved,

22% of retailers thinks Incentives and commission needs to be improved,
16% marked Activation period,
10% marked SMS plans,
4% marked for Customer service and Internet plans, and
2% marked for Advertisement ways and Call rates.

61
 CHAPTER 5
FINDINGS OF STUDY

62
 FINDINGS:
 Tata Docomo is one of the top teleservices company in India giving the tough
competition to Airtel, Vodafone, Videocon and other leading brands.
 Tata Docomo is the second most preferred brand in telecom sector after Airtel.
 The experiences of retailers of Tata Docomo are mostly good.
 Retailers of Tata Docomo are of view that customers seek for good ‘Price and
Discount’ from service providers.
 The customers get attracted by Marketing and Sales schemes.
 Tata Docomo is offering many products viz- Tata Photon, Virgin sims, 3G Sims,
EVD, Docomo sims, Indicom sims, and Paper card. Out of these Tata Docomo sims is
being sold the most.
 Since Tata Docomo has been launched 4 years back, maximum Outlets are dealing
with it for 2-4 years.
 Easy recharge is the best performance attribute of Tata Docomo followed by Good
Internet speed.
 DSE is supposed to visit the outlet thrice in a week. But if needed he visits the outlet
daily. Most of the outlets have marked DSE’s visit them on daily basis.
SWOT Analysis of Tata Docomo done on the basis of study-

SWOT Analysis
Strength  Flexible plans and Recharge offers.
 Good advertising
 Good internet speed
 Good distribution services
 Good brand image of Tata Docomo
 Affordable plans by common person.
 Youth appeal
 First to launch per second tarrif plan
 Ability to attract customers with various plans
 Prices less than Almost all the brands
 One of the best networks providing 3G services
 Fast activating process.

63
  Service centre issues.
Weakness
 Similar and monotonous plans schemes
 Network issues
 Lack of postpaid services.
 Customer services are not satisfactory.
 Comparatively less Incentives and commission offered to
retailers
 Untapped market of Ludhiana, Amritsar and other rural areas.
Opportunity  Fast expanding cellular market.
 Latest and low cost technology.
 Untapped other areas of Punjab- Amritsar and Ludhiana.
 Value added services.
 Introduce new plans for internet users.
 Introduce 3G in more regions.
 Activation process upgradation.
Threats  Brand name of Airtel is inducing customers to choose it.
 Price competition with Videocon, Reliance and BSNL
 Mobile Number Portability to other brands due to weak signal
strength.
Competition
Competitors  Airtel
 Vodafone
 Idea
 Videocon
 Reliance
 BSNL
(Table 26- SWOT analysis)

64
 CHAPTER 6

SUGGESSION/ RECOMMENDATION

65
Suggestions/ Recommendations to company:
Though Tata Docomo is one of the most preferred brand, it needs to improve many things to get top
position in market.

Following are the aspects of business which when improved can bring Tata Docomo at top of the list.

 To get the preference of consumers, the network coverage is another asset for the company’s image,
which needs to be preserved in future. Following are the recommendation for Network improvement.
o Improve Network in Rural Areas of Punjab.
o Plant towers in Ludhiana and Amritsar which can fetch them very high profit as these are two
of the most populated and developed cities in Punjab.
o The Network should be as good comparing to the competitors like Airtel and Vodafone.
o 3G network should be established in all the regions.

 About Services and products offered by Tata Docomo, these are the features they need to improve-
o Schemes and offers should be ass innovative as Videocon and Reliance.
o Though Docomo provides one of the best Internet services, it needs to improve the 3g
network in many areas to give best internet speed.
o Photons and 3G sims should be more advertised so that more demand of it is created.
o Photons and 3G sims should be made available in all the outlets.
o Value added services should be good enough to give competition to other players in market.
o Activation process which is about 1 day should be reduced so that customers get the activated
sims very quickly.
o Service and support at customer care end should be improved.
o They should also give easy E Recharge facilities to customers.
o All the products of Tata Docomo should be present in all the outlets so that they are easily
available to customers.
o The offers which are most liked by customers should be maintained.

66
 CHAPTER 7

CONCLUSION/ SUMMARY

67
Conclusion/ Summary
Tata DOCOMO is Tata Teleservices Limited's telecom service on the GSM platform—arising out of the
Tata Group's strategic alliance with Japanese telecom major NTT DOCOMO in November 2008. Tata
Teleservices has received a license to operate GSM telecom services in 19 of India's 22 telecom C ircles—
and has also been allotted spectrum in 18 telecom Circles. Of these, it has already rolled out services in all
the 18 Circles that it received spectrum in from the Government of India—Tamil Nadu, Kerala, Orissa,
Karnataka, Andhra Pradesh, Maharashtra, Mumbai, Madhya Pradesh-Chhattisgarh, Haryana-Punjab,
Kolkata, Rest of West Bengal, Jharkhand, Bihar, UP (East), UP (West), Gujarat, Himachal Pradesh and
Rajasthan.

Tata DOCOMO has also become the first Indian private operator to launch 3G services in India, with its
recent launch in all the nine telecom Circles where it bagged the 3G license. In association with its partner
NTT DOCOMO, the Company finds itself suitably positioned to leverage this first-mover advantage. With
3G, Tata DOCOMO stands to redefine the very face of telecoms in India. Tokyo-based NTT DOCOMO is
one of the world's leading mobile operators—in Japan, the company is the clear market leader, used by
nearly 55 per cent of the country's mobile phone users.

NTT DOCOMO has played a major role in the evolution of mobile telecommunications through its
development of cutting-edge technologies and services. Over the years, technologists at DOCOMO have
defined industry benchmarks like 3G technology, as also products and services like i-Mode, e-wallet and a
plethora of lifestyle-enhancing applications. Last year itself, while most of the rest of the industry was only
beginning to talk of 4G technology and its possible applications, DOCOMO had already concluded
conducting 4G trials in physical geographies, not just inside laboratories!

Tata DOCOMO has also set up a 'Business and Technology Coordination Council', comprising of senior
personnel from both companies. The council is responsible for the identification of key areas where the two
companies will work together. DOCOMO, the world's leading mobile operator, will work closely with the
Tata Teleservices Limited management and provide know-how to help the company develop its GSM
business.

68
After analysis and interpretation of the data it can be concluded that
o Tata Docomo is providing a broad range of products ranging from sims to photon. This is the critical
factor to attract various customers. Wide range of schemes is also leading to increase in number of
customers with rapid pace for Tata Docomo.
o Tariff charges introduced by the Tata Docomo are found to be cheaper than other services.
o Tata Docomo has emerged as a giant killer due to their tariff plans and heading towards the position of
dominator.
o Tata Docomo is providing some unique features and services like pay per second, SMS per character,
pay per site plans that are making them being different from their prepaid competitors.
o Awareness of the Tata Docomo is spreading widely among people due to their promotional activities.
o Distribution and Sales channel of Tata Docomo is very effective.
o Majority of the retailers are satisfied with the services of the Tata Docomo and they recommend it to
others.

69
 BIBLIOGRAPHY:

Tata Docomo Website www.tatadocomo.com

Research Methodology Info www.newagepublishers.com/samplechapter/000896.pdf
Wikipedia en.wikipedia.org/wiki/Main_Page
Tata Teleservices website http://www.tatateleservices.com/t-aboutus-ttsl-organization.aspx
Tata Docomo sstatatally software https://sstatally.tatatel.co.in/DOeSSTA/Login.jsp
EVD Software- https://evdapps.tatatel.co.in:4443/GsmEvdWeb/newEVD.evd
TATA Prepay Book June 2013
Documents provided by A Star Enterprises

70
ANNEXTURE

71
Marketing Analysis of Tata Docomo
Dear respondent,

I Avneet Kaur studying in Rayat and Bahra Group if Institutes want to Study on “Market Analysis
of TATA DOCOMO.” The information given by you will only use for research and study purpose and I
give assurance to keep the information as secret.

PERSONAL INFORMATION
Outlet-
Retailer Name-
Area-
Contact Number-
MARKET ANALYSIS OF TATA DOCOMO

1. Which telecom companies are you dealing with?

Airtel [] Vodafone []
Idea [] Tata DoCoMo []
Reliance [] Videocon []
BSNL []

2. Among them, which brand is demanded by customer the most?

Airtel [] Vodafone []
Idea [] Tata DoCoMo []
Reliance [] Videocon []
BSNL []

3. How would you rate the experience with following brand?

Services Excellent Good Average Below Average
Tata Docomo
Vodafone
Airtel
BSNL
Videocon

4. What are the features customers look from service provider?

E-Recharge [] Prices and Discount []
Brand Name [] Network coverage []
Service & Support [] Other offers []

5. Which of these marketing/ Sales scheme attracts customers while purchasing any connection?
Recharge Offer [] Discount scheme []
Value added services [ ] Other servies []

72
6. Which Product of Tata Docomo are you selling?
Tata Photon [] Docomo Sims []
Virgin Sims [] Indicom Sims []
3G Sims [] Paper card []
EVD []

7. How long you have been dealing with Tata Docomo?

0-2 Years [] 2-5 Years []
5-10 Years [] More than 10 years []

8. How would you rate TATA DOCOMO performance as your expectation?

Good network coverage [] Easy recharge []
Good internet speed [] Service as per expectation []

9. How often do DSE visit your outlet?

Every day [] After 1 day []
Twice in a Week [] Once in a week []
Once in a month [] Never []

10. Rate following contributes of TATA DOCOMO.

Services Excellent Good Average Below average
Network converge
Offers/Scheme
DSE Support
Value Added Services
Advertisement
Incentive & Commission
Activation process

11. What are the services Docomo needs to improve?

Network coverage [] Call rates []
Customer service [] Internet plans []
SMS plans [] Activation period []
Advertisement ways [] Incentive and commission []

12. Do you recommend TATA DOCOMO to others?

Yes [] No []

13. Would you like to give us any suggestion to improve our services?
_________________________________________________________________________________
________________________________________________________________________________

Thank You!
73