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A Project Report On: "Extramarks Education Private Limited"
A Project Report On: "Extramarks Education Private Limited"
Project Report
On
By
VIBHOR KUMAR
Division- A
Roll No. - 1st Year A-57
Course- PGP + SMU
BATCH- 2010-2012
SUBMITTED To
I, Vibhor Kumar, session 2010-2012, do hereby declare that this project report has
been submitted by me in partial fulfilment of the requirement of Post Graduate
Program in Management (DUAL-Marketing & IB) of Indira School of Career
Studies (ISCS), Pune. I also declare that this report is my own and has not been
previously submitted by anyone for the award of any degree or diploma to any
other institution.
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ACKNOWLEDGEMENT
persistent pursuing of seemingly evasive goals and the will to make them
happen. And its only appropriate that the ones who really made a difference
the day.
The success of this project would have remained distant and elusive
without Mr. Amitesh Shukla, State Head of M.P & C.G – EXTRAMARKS
EDUCATION PVT. LTD. Who not only acted as my guide but also
along with his strength of character have left a deep imprint not just on this
of exemplary leader.
team work and wonderful ways of sharing knowledge have gone a long in
floor that was offered to me. Finally, without their enormous support this
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Table of Content
1 Company Profile 5
2 Product Profile 12
3 SWOT Analysis 17
4 Positioning 20
5 Job Profile 22
Performance Management
6 25
System
7 Use Of I.T in Organization 27
8 Transaction Processing 28
9 Performance Tracking 29
11 Learning Experience 32
12 Bibliography 34
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EXTRAMARKS EDUCATION PRIVATE LIMETED
Introduction
The After School Study Programme of Extramarks is used by about 7,00,000 lakh
students. These services are offered through internet, which enable students to
study anywhere-any time. Extramarks has also created a community of Students,
Teachers and Parents which has become very popular with the internet users in a
short period.
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Keeping pace with today’s globalization and technological changes in education -
Extramarks Education Private Limited, in association with the largest-listed
company, Reliance Industries, provides 360º new age digital education solutions,
thereby, empowering Indian youth to step in with the latest technology and have
anytime, anywhere access to quality study support. Also, in the long run, being a
Computer Aided Learning (CAL) Company, Extramarks desires to reach out to the
students in the remotest corner of the country. It endeavours to add new
dimension in the learning process by making it more user-friendly, effective and
affordable. And with its unique contribution, Extramarks was awarded with the
Special JURY Award for Best ICT enabled content for K-12 segment in eIndia
awards 2011.
Presence
With the Registered Office in Delhi and Corporate Office in Noida, Extramarks has
a total of 8 offices in India with a total employee strength (including that of
employed on contractual obligations) of 2600 persons. The company's products
are used in 250 cities all across India. Presence all across India.
Vision
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To provide 360º education support in schools and after school, to make the
Mission
Provide the best learning and teaching tools so that the schools are at par
Ensure overall development of the child and bring the World into the
Values
Extramarks believes that the educational aspirations are simplicity in learning and
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Innovation: To provide global technological child centric solutions, both at
Management Team
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Atul Kulshrestha, Chairman.
Company. He also launched two prominent internet portals i.e. Bharnet.com and
Salahakar India.com.
Rohit Jain has rich experience in implementing projects and handling service and
and ideology behind Extramarks. He has created the team Extramarks and
Alumnus of University of Bradford, UK, TSM and Amity University, having over 21
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A Chartered Accountant with over 17 years of experience, out of which 12 years in
education industry. Prior to joining the company, she was “Group CFO” in
Educomp Solutions Limited. Has rich & varied experience in finance (primary &
She was awarded the “Best Woman CFO” BY ICAI (The Institute of Chartered
Accounts of India) in 2011. She was also awarded one amongst 14 chosen India’s
Meenakshi has over 24 years of experience in the field of teaching and education.
She is a post graduate and M.Ed with work experience of at all levels including
that of Principal and Director. She was associated with G.D. Goenka Schools as
Director (Academics).
and taxation domain and having experience in Debt raising / private equity
financing etc.
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PRODUCT PROFILE
Extramarks Smart Learn Classes are taking the schools to 21st century learning-
teaching environment. In today's world, when children are technology savvy from a
young age, the classrooms are remaining in the same traditional state. The
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pedagogy used by Extramarks by implementing a layered content structure in the
to the teachers to use the technology as per their own choice. Professionals
process very interesting in the classrooms. As the modules are mapped to the
curriculum followed by the school, they not only provide ease of use but also
These Technology Enabled Class Rooms use State of the Art Hardware
White Board, Server, Computer, UPS, Podium and other installation and net-work
hardware.
To bring forth and nurture the individuality of every child, Extramarks has
Card.
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CCE includes Formative (FA) and Summative (SA) Assessments. As per the
CBSE guidelines, every SA consists of one test per term and FA includes a
minimum of six tests every term, hence increasing the number of tests three folds
for both teachers and students, as well as making the the task of collecting and
collating data tedious for teachers. This complex task is made easy by Extramarks
CCE Report Card, which has become an imperative tool for the teachers. This
intelligent software, after entering the marks, collates the data automatically and
generates the report card without involving any manual work, in just 3 minutes!
Features
Provides ease and freedom of use to teachers to evaluate each child continuously
and comprehensively.
manually, but Extramarks Report Card can reduce the time taken for this
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Student wise performance graph
Intelligent Time Saver: There is no need to collate data in the end. Just by
the entry of marks, the data is automatically collated and generated in the
format of record.
SCHOOL LABS:
It is said that “we learn things the best way when we experience them ourselves”
teaching-learning solution.
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With the help of demonstration models, list of experiments, detailed manuals and
concepts in a better way by letting them experience the theory themselves and
temperament and logical thinking in them from an early age, thus shaping up their
Assessment Centre
This automated module allows teachers to assess the overall performance of the
student. Assessment Center maps the student’s and teacher’s ID and cuts down
the lengthy test preparations, manual checking, result preparations and filing of
Test Centre
Test Center provides automated CCE mapped MCQs testing modules for self
review and improvement with instant results. These can be conducted as per the
flexibility of subject, time, and difficulty level with automated and tabulated results.
wise Q&A, CCE-based Short / Long Answer tests, CCE-based MCQs, Practice
papers, Model papers and Board exam papers, it helps in identifying Student’s
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Improvement Zone as teachers come to know if a student is lacking in
SWOT ANALYSIS
STRENGTHS:-
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All learning tools created in-house.
Company has both in-school & after school study support programs to help
service.
WEAKNESS:-
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OPPORTUNITIES:-
With a student base of around 232 million in schools and 15.5 million
respective markets.
Government initiatives-
products resulting into increase in top line and bottom line of the Company.
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THREATS:-
Stiff Competition-
The Company faces stiff competition from existing entities and new
entrants in the industry. The Company obtains majority of its revenue from
the Indian markets which is dominated by the public sector with around
92.5% participation with regards to schools and by the private sector with
around 74% participation with regards to colleges. This leaves out ample
market to capture especially in case of schools for the private sector. Also,
CBSE Tutoring are now available whose price are less or more beneficiary
POSITIONING
installations, driven by product superiority and peer pressure among schools, and
world’s lowest GERs (17%), low literacy rates and number of schooling years (5.1)
Secondary Education), by FY12 India will need ~150,000 more private schools
early start in Smart Class and K-12 businesses: We believe that Smart learn Class
by FY16) is the clear class leader and we foresee a widening lead over
competition. Extramarks is also increasing focus on the K-12 business at the right
time, and we forecast it will be in use in 200+ schools by FY15 (currently 36).
Securitization of Smart learn Class receivables and K-12 execution through the
which is vital to capturing this opportunity. BUY with DCF TP of Rs865: We believe
that acceleration will gain visibility in the coming quarters (management has
guided for 2500 Smart Class schools in FY11, compared to 355added in 3QFY10).
too fast for its execution capability to keep pace, as well as increased involvement
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in government business purred by the Right to Education Act. BUY with DCF TP of
S.No. Company
1 Educom
2 Next Education
3 Extramarks
5 HCL
6 Edurite
7 Class Teacher
8 Mexus
9 NIIT
10 Everron
JOB PROFILE
Approaching schools.
contracts).
Generating Leads.
generation.
Work Process
Client profiling - Identify the decision maker in first two or three meetings.
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Pitching to the Client: Second Stage
Give the school the vision by pitch LARGE number of classes (with or
Create aspiration.
Sell laterally rather than vertically (in terms of capturing the classes).
Discuss price only after demo – (for most of the accounts, not where you
Third Stage
Servicing Cues
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2. Don’t be tentative / hold back - if you have doubts, unresolved issues, scale
helps the employee’s to acquire and develop technical, managerial and behavioral
knowledge, skills & abilities and the values , beliefs & attitudes necessary to
perform present and future roles. The process of Performance Appraisal helps the
is the basis of Extramarks. It was viewed that Performance Appraisal was useful
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decide employee’s promotion or transfer, salary determination. But the recent
performance level and actual performance and the gape between these two. This
abilities, belief and attitudes necessary exists to achieve goals; the degree of
Performance Appraisal
the employees of the Organization to improve their abilities so as to meet both the
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The performance appraisal is done in Extramarks by calculating over
all business given by employees. Various contests were organized by the sales
IT USE IN ORGANIZATION
As extramarks itself an I.T company who makes educational software for schools,
For its Sales department extramarks gives SMS (Sales Management System)
which helps sales person to do daily reporting of his daily work, he can also fill his
conveyance details in this for reimbursement purpose & he can also do the Price
For Consumers Extramarks provide Online tutoring program for after school
support.
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TRANSACTION PROCESSING
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PERFORMANCE TRACKING
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CONCLUSIONS AND RECOMMENDATIONS
Observation:
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Company has not wide range of product portfolio in its basket in
The Company reach is diverse, but in some areas the reach is good while
Also Company should work towards improvement of its after sale service.
Recommendation:
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Though databases are there they are not used properly. The sales person
not just sell but maintain good long-term sustainable relations with Schools
from the competition & they have to visit each Schools at least twice a
week.
Company should also increase the product portfolio in its basket to attract
client.
LEARNING EXPERIENCE
PERSONAL EXPERIENCE:
professionally and learn a lot of things about life. It makes me more alive
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practically and changes my perspective to see life. It helps me to sync my
professional life with personal. It groomed me a lot. The hectic work schedule
SPEAKING skills.
CO-OPERATING skills.
ADAPTABILITY.
SELF RELIANCE.
LISTENING skills.
INITIATIVE.
PERSUADING skills.
Professional Experience:
develop inter-personal skills and it also teaches me how to deal with colleagues,
subordinates and boss. From my work I learn how to complete tasks in more
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perfectionist way. From this, I also learn key account management. From my work
Negotiation Skills.
ANALYSING skills.
Critical thinking.
NETWORKING.
DECISION-MAKING skills.
COMMERCIAL AWARENESS.
Bibliography
The Content has been collected from the following sites and webpage:
www.extramarks.com
www.wikipedia.com
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www.google.com
www.justdial.com
www.managementparadise.com
www.knowyourcity.com
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Favorably 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.
Tata Teleservices Limited also has a significant presence in the GSM space,
through its joint venture with NTT DOCOMO of Japan, and offers differentiated
products and services under the Tata DOCOMO brand name. Tata DOCOMO
arises out of the Tata Group's strategic alliance with Japanese telecom major NTT
telecom Circles. The company has rolled out GSM services in all of these 18
Tata DOCOMO marks a significant milestone in the Indian telecom landscape, and
has already redefined the very face of telecoms in India, being the first to pioneer
the per-second tariff option—part of its 'Pay for What You Use' pricing paradigm.
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the Japanese market, the company is the clear market leader, used by over 50 per
The Tata Teleservices Limited bouquet comprises four other brands as well—
Virgin Mobile, Walky (which is the brand for fixed wireless phones), the Photon
family (the company's brand that provides a variety of options for wireless mobile
broadband access, and T24. TTSL recently entered into a strategic partnership
agreement with Indian retail giant Future Group to offer mobile telephony services
under a new brand name—T24—on the GSM platform. The exciting new brand
was unveiled in February and the company announced the commercial launch of
GSM operations under the brand name T24 in June, starting with the city of
Today, Tata Teleservices Ltd, along with Tata Teleservices (Maharashtra) Ltd,
serves over 85 million customers in more than 450,000 towns and villages across
entity kicking off operations with 18,000 towers, thereby becoming the largest
independent entity in this space—and with the highest tenancy ratios in the
Areas of business
TTSL became the first Indian private telecom operator to launch 3G services in
India under the brand name Tata DOCOMO, with its recent launch in all the nine
telecom circles where it bagged the 3G license. Through its association with NTT
DOCOMO — one of the world’s leading mobile operators — the company finds
venture with NTT DOCOMO has also earned it a significant presence in the GSM
space. Tata DOCOMO has received a pan-India license to operate GSM telecom
services, and has been allotted spectrum in 18 telecom circles, in which it has
The TTSL bouquet comprises four other brands as well — Virgin Mobile, Walky
(for fixed wireless phones), the Photon family (that provides a variety of options for
wireless mobile broadband access), and T24. Of these, T24 was formed of a
Strategic partnership with Future Group to offer mobile telephony services on the
GSM platform.
Quippo Telecom Infrastructure. The combined entity, later named Viom Networks,
kicked off operations with 18,000 towers, thereby becoming the largest
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independent entity in this space. Viom Networks now has a portfolio of close to
45,000 towers and has the highest tenancy ratios in the industry.
Today, TTSL, along with TTSL (Maharashtra), serves over 84 million customers in
more than 450,000 towns and villages across the country, with a bouquet of
Virgin Mobile India: a brand franchise arrangement with the Virgin Mobile
group.
Location
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Affirmative Action Policy
Tata Teleservices believes that for accelerating growth and competitiveness in the
rapidly developing economy, organizations must promote and expand job / income
generation opportunities for all sections of society. Within this framework, Tata
Teleservices commits to Affirmative Action for social equity for the disadvantaged
the workplace.
business. For the socially disadvantaged, the company will take steps to create
Tata Teleservices will also undertake initiatives that will increase the
communities.
the company’s Distribution Channels and other business arenas on the basis of
equal merit.
Tata Teleservices will undertake to provide scholarship and help materially and
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Affirmative action initiatives will conform to the Corporate Sustainability objectives
of Tata Teleservices and will aim at developing the disadvantaged sections of the
society.
Tata Teleservices will report progress on Affirmative Actions in its Annual Report.
Governing Council
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Broad Categories under Affirmative Action
Employability: Make the people from SC/ST people more employable in the job
become entrepreneurs duly assisted by skills of running the business and also
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Initiatives
Total SC/ST Trainees hired from 2008 Batch till date : 72 / 710 (10%)
79 / 1735 (4.5% Employees both in FTC & pbpc rolls in COCO stores are
10% (16 out of 60) Candidates trained thru’ STRIVE & employed as DST in
27% (29 out of 104) Youth from socially backward segment trained on cust
service, selling skills & computers for 90 days in association with Dr.
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Initiatives taken to provide Employability:
30 Merit Scholarship (10 per year) given for students selected thru' FAEA
scholarship.
Tribes of India, Dehradun (6 students per year for Rs. 1 lac/ year).
Sponsored hostel fees for SC/ST girl child (Rachna) who joined National
Law college towards hostel fee reimbursement (Rs. 30,000/- given each
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4. Distribution of book & library infrastructure to SC/ST children from
‘Primary Pathshala School in village Paitepur in UP - East.
10. 1 day personality development program conducted thru’ ASRM for all
SC/ST FTC Employees.
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54 Franchisees given to people of SC/ST community spending 3.75 Lacs
from the company towards subsidizing the store infrastructure.
achieve excellence in their business performance. This is the chosen model by the
results
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The Criteria are built on the following set of 11 Interrelated Core Values and
Concepts:
Visionary Leadership
Customer-driven Excellence
Agility
Management by Fact
Social Responsibility
Systems Perspective
follows:
Leadership
Strategic Planning
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Measurement, Analysis, and Knowledge Management
Process Management
Business Results
The TBEM criteria are the operational details of the Core Values, applied to the
The 7 Criteria Categories are divided into 18 items and 32 Areas to Address
Tata Teleservices Limited as a part of the TATA Group has adopted the TATA
Business Excellence model as an intricate part of its operation structure and uses
results in focus.
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Corporate Sustainability
Working for the disadvantaged sections of the society is a way of life at the Tata
core values of the Tata Group for over a century now—and Tata companies have
not only been proactive on compliance with regulatory requirements, but have also
Keeping in tune with the changing business, environmental and social scenarios
the Tata Group has adopted the term 'Corporate Sustainability’ instead of
The main objective behind the CS initiatives of TTL is to use telecom to impact the
economic, educational and health initiatives. Keeping in mind the Tata Group
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guidelines and the objective mentioned above, we have identified and
Toward the end of 2008, with the then new TTL Corporate Sustainability team
having come on board, Tata Teleservices Limited began the process of joining the
select few Tata Group companies that, under the guidance of the Tata Council for
Community Initiatives, had put together their CS Big Picture. Education and
Environment were identified as the two primary pillars for CS at TTL, with all
That having been said, it was also decided that rather than put a stop to all the
good work that many of TTL’s 22 Circle offices were doing (but which were not
aligned to the Big Picture), the CS team would let these carry on for the cause of
continuity in the target communities, slowly bringing them under the pillars
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Board of Directors
Designation: Chairman
Company: Tata Teleservices Ltd.
Mr. K. A. Chaukar
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Mr. Srinath Narasimhan
Mr. I. Hussain
Designation: Director
Company: Tata Sons Ltd.
Mr. N. S. Ramachandran
Designation: Director,
Company : Tata Teleservices Ltd.
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Mr. Anuj Maheshwari
Designation: Director
Company: Temasek Holdings Advisors
India Pvt Ltd., ("THAIPL")
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Dr. Kiyohito Nagata
Mr. N Chandra
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TATA TELESERVICES MAHARASHTRA LIMITED (TTML)
TTML commenced landline operations in 1998 and today has the largest wire line
base in Mumbai and Maharashtra amongst all private operators, with over 6,
50,000 subscribers, and with over 50% market share. It commenced full mobility
wireless services on the CDMA-1X platform in 2004-5 and has over 12 million
The company also has a significant presence in the GSM space, through its joint
venture with NTT DOCOMO of Japan, and offers differentiated products and
services under the TATA DOCOMO brand name. Tata DOCOMO arises out of the
Tata Group’s strategic alliance with Japanese telecom major NTT DOCOMO in
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November 2008. The Company rolled out its GSM services under the brand name
Tata DOCOMO marks a significant milestone in the Indian telecom landscape, and
has already redefined the very face of telecoms in India, being the first to pioneer
the per-second tariff option—part of its ‘Pay for What You Use’ pricing paradigm.
the Japanese market, the company is the clear market leader, used by over 50 per
With a full portfolio of products and services for different categories of retail and
TTML is well positioned to lead the market. The company has been rated as the
Bombay Stock Exchange (BSE) and National Stock Exchange (NSE), and has
over 500,000 shareholders. Its revenue for the fiscal 2009-10 was Rs.2277.81
and Goa. Formerly Hughes Tele.com (India), the company was taken over by Tata
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Teleservices in 2002. It is the market leader in fixed wireless phones in
Maharashtra.
Areas of business
phones, public telephone booths and wireline services. Its suite of broadband data
network and application services includes leased lines, DSL, WiFi, ethernet,
Location
The Company is registered in Mumbai and has operations all over the state,
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TATA DOCOMO
platform-arising out of the Tata Group's strategic alliance with Japanese telecom
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
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
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bagged the 3G license. In association with its partner NTT DOCOMO, the
With 3G, Tata DOCOMO stands to redefine the very face of telecoms in India.
Japan, the company is the clear market leader, used by nearly 55 per cent of the
most of the rest of the industry was only beginning to talk of 4G technology and its
DOCOMO is a global leader in the VAS space, both in terms of services and
handset designs, particularly integrating services at the platform stage. The Tata
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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
On the CDMA platform, despite being the latest entrant, Tata Indicom has already
platform in India. Today, Tata Teleservices Ltd, along with Tata Teleservices
(Maharashtra) Ltd, serves over 84 million customers in more than 450,000 towns
HISTORY
NTT Docomo holds 26% share in the jointly formed company. It has also emerged
as the first mobile operator in India to have re-introduced ‘per second’ pulse, after
Loop Mobile (formerly BPL Mobile) discontinued their 'pay per second' service
which was introduced in 2004.From October 2009 TRAI announced that TATA
teleservice is India's no.1 tele service brand Tata Teleservices Limited spearheads
the Tata Group’s presence in the telecom sector. The Tata Group had revenues of
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around US $75 billion in financial year 2008-09, and includes over 90 companies,
Indicom and today enjoys a pan-India presence through existing operations in all
of India’s 22 telecom Circles. The company is also the market leader in the fixed
wireless telephony market with its brand Walky. The company has recently
introduced the brand Photon to provide a variety of options for wireless mobile
broadband access. The company’s network has been rated as the ‘Least
Congested’ in India for last five consecutive quarters by the Telecom Regulatory
Tata Teleservices Limited now also has a presence in the GSM space, through its
joint venture with NTT DOCOMO of Japan, and offers differentiated products and
services under the TATA DOCOMO brand name. TATA DOCOMO arises out of
the Tata Group’s strategic alliance with Japanese telecom major NTT DOCOMO in
Circles. The company has rolled out GSM services in 14 of India’s 22 telecom
Circles in a quick span of under six months. The company plans to launch pan-
and has already redefined the very face of telecoms in India, being the first to
pioneer the per- second tariff option-part of its ‘Pay for What You Use’ pricing
operators-in the Japanese market, the company is the clear market leader, used
Limited, serves over 58 million customers in more than 410,000 towns and villages
services, wireless desktop phones, public booth telephony, wire line services and
enterprise solutions.
swap strategic agreement between its telecom tower subsidiary, Wireless TT Info-
entity kicking off operations in early 2009 with 18,000 towers, thereby becoming
the largest entity in this space-and with the highest tenancy ratios in the industry.
2010-11.
SMS offers
AP - Pay for the First 3 Local SMS everyday and get the next 150 Local
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KK - Pay for the First Local/ National SMS everyday and get the next 100
TN - Pay for the First 3 Local SMS everyday and get the next 750 Local
SMS Free for day Pre-STD, ISD and National Roaming without rental.
VISION
We will leverage our strength in executing complex global- scale projects to make
customer delight and enhance business productivity. We will also generate value
for our capabilities beyond indian borders while enabling millions of India’s
Airtel
Reliance Communication
BSNL
Idea
Aircel
Vodafone
Page | 62
SERVICES & NETWORK AVAILABLE:
Tamil Nadu
Orissa
Andhra Pradesh
Karnataka
Kerala
Kolkata
Madhya Pradesh
Chhattisgarh
Haryana
Chennai
Punjab
MARKETING STRATEGY
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Tata Docomo appears to be banking heavily on its tariff plans – the company is
offering a 1 second pulse instead of the usual 1 minute pulse that other telecom
operators are offering. This means that consumers are charged on a per second
basis, instead of a per minute basis, and end up saving money on unused
seconds. A nifty little application “How much can you really save” on Docomo’s
website explains how this works. Rs. 0.01/second is a marked change from the Rs
MARKETING MIX
Product
Price
Place
Promotion.
PRODUCT:
TATA DOCOMO having good range of services. Tata Docomo provides both post
paid and prepaid services. Tata Docomo having good quality network which
PRICE:
It having attractive tariff plan: TATA DOCOMO having 1paisa /sec it is applicable
PLACE:
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It having good range of channels of distribution: As Tata already exist in this field
PROMOTION:
and newspapers. Due to that reason it was reaching public very fast.
or service in ways that the market does not expect, typically by being lower priced
Indian Telecom space was “disrupted” by Tata DoCoMo when they came out with
We’ve earlier seen how Reliance India Mobile changed the mobile industry by
coming up with the lowest tariff in the beginning of this decade. The call charges
were around Rs 2-3 per minute and because of Reliance this was brought down to
Tata DoCoMo was the next one to employ disruptive innovation in the Indian
mobile industry. Currently the game is not played on the price front but Value
added services front, which is evident from the advertisements of Airtel (Madhavan
Page | 65
If Aircel is redefining how telecom operators approach value added services and
GPRS in India, Tata DoCoMo is doing its bit to change billing practices.
The joint venture between Tata Teleservices and Japanese telecom major NTT
DoCoMo officially began rollouts with a plan to invest $2 billion for its pan-India
GSM services.
Tata DoCoMo appears to be banking heavily on its tariff plans – the company
offers a 1 second pulse instead of the usual 1 minute pulse that other telecom
operators were offering. This means that consumers are charged on a per second
basis, instead of a per minute basis, and end up saving money on unused
seconds. A nifty little application “How much can you really save” on DoCoMo’s
website explains how this works. Rs. 0.01/second is a marked change from the Rs
Now while this plan might sound unique, it isn’t that it hasn’t been tried before:
back in 2004, Tata Indicom had launched 1 second pulse plans, which going by
At present, Tata DoCoMo has launched voice portals, 24-hour music, cricket
commentary and voice chat, apart from offering free Missed Call Alerts and
VoiceMail.
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Interestingly, voice based services are also being priced with a per-second-pulse:
24 hour music and voice chat are priced at Rs. 0.02/second. Caller Tune search
service ‘Genie’ is also being priced at Rs. 0.02/second. This is a marked change,
again, from the per minute pricing, and can offer consumers cheaper options.
The pay per second model has really paid off well for the latest entrant in the
Indian GSM space, Tata-DoCoMo. The new pricing strategy from Tata-DoCoMo
has changed the rules of the GSM game, which is dominated by AirTel and
2010.
Mobile pricing innovation – Tata DoCoMo now charges per website for Mobile
Browsing!
This is surely a first world over – Tata DoCoMo have gone ahead and launched an
innovative mobile Internet offering which allows users unlimited usage of their
Tata DoCoMo has been forefront in coming up with various attractive pricing
schemes, especially, in the pay-per-use paradigm. They were first to introduce pay
per second billing on calls, which now is followed by every mobile service provider.
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They followed it with pay-per-minute and pay-per-call pricing plans as well which
has made them one of the fastest growing Mobile companies in India.
and unheard of pricing strategy. This is a very thoughtful strategy and something
Those with multiple site browsing needs can opt for a combo pack at just Rs 25
per month.
sites (Facebook, Twitter, Linked-In, Orkut), mail options (Gmail, Yahoo, Rediff)
Having said this, there is also a caveat – If you thought it was valid for unlimited
use…it is not.
Tata DoCoMo pay per site plan categorizes each service under 2 different genres
– Social Networking Site and Emailing & Instant Messaging. Each site under this
genre is priced at Rs. 10/- bundled with 200 MB free data usage valid for 30 days,
post which customers will be charged at 1p/kb. There are also 2 Combo options –
SNS Combo Pack and Emailing Combo Pack and each Combo Pack is priced at
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Rs. 25/- bundled with 500 MB free data usage post which the customers will be
charged 1p/kb.
We have been quite impressed the way Tata DoCoMo have gone about their
On 8th September 2009, the GSM branch of the Indian carrier Tata introduced a
novel pricing strategy for text messaging. Under the brand “Diet-SMS“, Tata-
basis.
by habit, tend to pepper their text messages with abbreviations and acronyms.
Under the new plan, Tata-DoCoMo charges “one paisa per character”. For
example, a text which reads “tnx” (for “thank-you”) is charged at 3paise instead of
The Impact
Tata DoCoMo has gathered significant market share, owing to its pricing
strategies.
Existing mobile operators are matching the price and the clear winners are the
subscribers since all the competition is sending the prices downhill.
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Competitor Analysis
The competition has intensified the past few months with new players and
schemes coming in. There has never been a better time for the customer to get a
There are at least six if not more operators to choose from in ever circle. In June
09, TATA DOCOMO broke the old system of tariff by introducing per second billing
system. As soon as they did this, the other followed suit with price cuts
everywhere. Suddenly the idea of calls being free was not so outrageous. The
prices were reduced to such an extent that the viability of the business was in
Market share
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The government issued fresh licenses in 2008.As a result of this the market gets
crowded though incumbents‟ still hold larger market shares are shown above.
However a point to note is that the new players have lower entry costs with very
deep pockets. They also have no legacy issues like the older players and hence
are more adept to changes market situations. The cost of infrastructure has
reduced dramatically due to the market growth and DOCOMO had an advantage
here.
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MARKET CAPITALISATION:
As profits margins are becoming thin, the market capitalization of listed telecom
companies has fallen. Though there have been some signs of recovery
India - Tata Docomo, the youngest among telecom players in India to offer GSM,
is presently banking on its services to garner visibility and a share in the telecom
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pie. The launch of Tata Docomo also announced the intention of the brand to
associate with the thought 'do'. Tata Docomo, for the first time in the country,
offered pay-per-second billing; though other telecom providers have followed suit
since. The company has carried out a few adverts that highlight the brand's unique
features and some other topical advertising during Ganesh Chaturthi and Diwali.
The latest from the GSM provider is the 'Friendship Express' TVC. The ad opens
inside train, where everyone is doing their own thing. A couple of the travelers
don't like the solemn mood and start humming the Docomo tune. Slowly and
steadily, others pitch in and soon most of the train is singing along. The ad ends
with the super, 'Why walk alone when we can dance together'.
Cutting through the clutter that the Indian telecom landscape finds itself in—with
customers forced to jostle with confusing and complicated products, services and
tariff plans—Tata DOCOMO is ‘Doing the New’ again, with the launch of its new
brand campaign, aptly titled ‘Keep It Simple’. Tata DOCOMO’s unique Keep It
which will be aired during the course of this IPL season. It focuses largely on how
Tata DOCOMO simplifies the telecom experience, and hence the consumer’s life,
starts by illustrating a complexity in the category, and presents the Tata DOCOMO
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SWOT ANALYSIS
STRENGTH
WEAKNESS
OPPORTUNITIES
THREATS
STRENGTHS:-
TYPE :
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CALL RATES:
Tata Docomo 1
Tata CDMA 1
Other GSM 1
Landline/CDMA 1
STD rates 2
Tata Docomo 2
Tata CDMA 2
Other GSM 2
WEAKNESS:-
Signal strength.
OPPORTUNITIES:-
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Introduce 3G compatible services.
offers.
THREATS:-
Tata has to clarify whether this 1ps/sec will continue till its lifecycle.
Pack hi-speed internet on the go with Tata DOCOMO's 3G HSUPA e-stick for your
laptops & desktops. Now set yourself free from the hassle of wires & installations
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and experience superfast internet where even the fixed mobile broadband signals
fail. Pick this to keep pace with your need for speed.
Features:
Powered with blazing speeds, it enables huge data exchange in seconds and also
doubles up as a Flash Drive with upto 32GB of data storage. Enjoy the following
features:
abroad
USB 2.0 High Speed : Rated 40 times faster than its predecessor interface,
USB 1.1
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Cool Features
Mbps
Speed downlink - up to
7.2Mbps
Cool Applications
Mobile TV Videos
Specification
General
Size 71×26×12.5 mm
Memory Support upto 32GB microSD card
Networks HSUPA / HSDPA / WCDMA / EDGE / GPRS / GSM
Interface
USB 2.0 high speed
Type
System
Supports most types of laptop and desktop PC
support
Windows 7, Windows Vista (32 bit & 64 bit),
Windows XP (SP2 & later)
Mac (10.4 & later)
OS supported
Linux Versions supported - (Ubuntu 9.04 & 9.10,
Fedora 11, 12 & 13,Opensuse 11.3)
From factor USB Stick
Rx diversity Yes
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Prepay Offer:
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1999 7.2 HSUPA 100% money back
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MRP (Rs.) Speed (Mbps) Data
500 3.6 650 MB
600 3.6 1 GB
750 3.6 2GB
750 7.2 1.5 GB
1000 7.2 3 GB
SWOT ANALYSIS
1. STRENGTH
2. WEAKNESS
3. OPPORTUNITIES
4. THREATS
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STRENGTHS:-
• Good infrastructure.
WEAKNESS:-
• Signal strength.
• Customer service.
• Expensive.
OPPORTUNITIES:-
THREATS:-
• If the signal strength is not increased it may lead to change in the network service
by the customers.
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• Heavy competition from all other network providers.
Product:
TATA DOCOMO having good range of Services: Tata Docomo provides both post-
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TATA DOCOMO Quality network: Tata DOCOMO having good quality network
Place:
Price:
Tata Docomo has several attractive affordable price both for prepaid & post-paid.
Promotion:
Data card is a specialty product .That is why promotional activities are mainly
focused around in store promotional activity as well as other medium like print
media, hoarding and posters and they are also having brand zone (Dive In
Definition of Internet
networks that transmit data by packet switching using the standard Internet
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Protocol (IP). It is a "network of networks" that consists of millions of smaller
various information and services, such as electronic mail, online chat, file transfer,
and the interlinked web pages and other resources of the World Wide Web
(WWW).
Remote Access
Collaboration
Streaming Media
File Sharing
Voice Telephony
applications during urgent business trips and the urge for some entertainment
while on the move are some drivers increasing the demand for data card usage.
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Apart from these factors, as the name of Tata Indicom's data card, 'Plug 2 Surf',
suggests, ease of use with plug and play factor is also a driver for growth.
faster surfing and higher download speeds, convenience of surfing the Internet
while on the move, simple to use, and affordable tariffs are among the key reasons
for the data card growth, in both the laptop and desktop segments.
Wire line broadband connections are yet to penetrate the vast semi-urban and
rural parts of the country where entrepreneurs, officials, students, etc have the
need to surf the Internet for various purposes. Though the laptop penetration in
these areas has not made a significant mark, desktop penetration is comparatively
more.
With data cards offering convenient access to the Internet, a number of companies
have started to tie up with service providers to avail bulk network connections for
their employees on the go and allow them to utilize their time during business
travels. Since data cards can be used with desktop also, it cuts down the office
infrastructure costs as well. With the data card segment witnessing steady growth,
affordability will go up, which, in turn, will drive growth. “As the data card growth
increases, speed evolves and prices come down, affordability will go up and more
users can begin to think of data card as an affordable solution,” says an Airtel
spokesperson. And growth of mobile telephony in India has created users with
specific needs like m-commerce that require wireless Internet, driving the wireless
data card growth. Once the concept of mobile wallet and its applications hit the
market in India in the near future, the wireless data card segment is also expected
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Apart from this, Internet charges in costly hotels are very high. With the availability
of data cards and USB modems, frequent business travellers who stay in costly
star hotels can access the Internet and corporate applications on their laptops and
avoid using the Internet facility at hotels, saving on high Internet charges.
The tie-up with the telcos has proven to be the biggest factor that has been
responsible for the growth of the services and have acted as a catalyst for vendors
in boosting their equipment sales. Indian operators have learnt from the
developments in other countries. The rates of data usage have been kept low and
Huawei has tied up with Tata Indiacom, Reliance, MTS, and BSNL for supply of
data cards in India. ZTE provided its CDMA EVDO and 1X data cards to MTS and
Reliance, and 3G data cards to Reliance and Tata. The third ranker of last fiscal-
Micromax-has tie-ups with Airtel, BSNL, MTNL, Reliance, and Aircel. Olive also
The data card market in India, which has been registering a growth of about 100%
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bottomed out, market analysts feel that growth in data cards usage will not only
get telcos additional moolah but also cushion the drop in average revenue per
user (ARPU).
Deepak Gulati, president mobility, Tata Teleservices, said, “Our revenues on data
card contributes approximately 15% of the overall revenues and we expect this
number to gradually increase as the demand for data cards continue to surge
amongst mobile executives, growth in the penetration of laptops and the increased
While CDMA players like Reliance Communications and Tata Teleservices control
a majority of this market, with a share of 50% and 30% respectively, new entrant
suggest that about 2.5 lakh data cards are sold every month. By the end of this
year, data card shipments in India are expected to touch about four million units.
“So far, the data card market was dominated by CDMA players, but with 3G, both
GSM and CDMA providers would be on a par in providing data services on the
However, penetration of 3G data cards will be gradual as operators are still rolling
out their services in a phased manner. Also, all operators do not have pan India
license, which limits the possibility of selling data cards. “Once we see some sort
of stability in roll out of 3G services and seamless connectivity, this business will
reach its peak, since it has the ability to offer high speed data services,” added
Gulati.
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The industry is of the firm belief that affordable tariff plans, prices of data cards,
the convenience data cards offer in accessing the internet, and the growing needs
to use data cards by business and personal travelers, will drive the future growth
Recently, RCom has slashed its data card prices from R1,499 to R1,099 and
offers unlimited data usage at affordable tariff at R169 across the country except
the top 1,000 towns. Tata also has two variants costing R1,799 and R999.
competition, data card tariffs and prices will go down. Innovating and differentiating
these services would be a key for operators. 3G data cards will demand a
Vodafone Essar and Idea have already launched 3G ready USB modem. “We are
operator in GSM space which is aggressively expanding data card market and
currently largest importer of data card in GSM space,” said an Idea Cellular
spokesperson.
Growth Factors
Multiple factors worked in favor of the data card industry in India in FY 2011 that
led to momentum in the sale of data cards all across the verticals.
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Anytime, anywhere accessibility is the driving force for the data card market
growth. With rise in the sales of netbooks and laptops, portability is of prime
data cards. Mobility can be easily said to be the USP that has been driving this
segment.
Affordability is also a major push factor as the prices have gone down heavily
which has led to an uptake even by mid level consumers.The growth has been
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such that the fixed broadband is also facing tough competition from the mobile
broadband.
Greener Pastures
Consumers have started looking beyond the connectivity pipe now, and have
the most popular and downloaded applications in tune with the global trend.
The number of mobile broadband subscribers surpassed DSL subscribers for the
first time in 2009 and since then every fiscal has clearly seen the tilt of the
consumers adopting mobile broadband. With this market dynamics, the future for
Though some argue that when mobile phones could be used as modems to
access internet, why spend more on another card? Well, with data cards you don't
have to worry about the battery or carrying another cable to connect. Above all,
The Deterrents
All players are competing with each other to give affordable tariff rates for their
data cards. But still the rates are very high when compared to countries like the
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UK. In the UK, wireless broadband connection through 3G technology costs about
£10 per month and that too with a data download speed faster than 256 Kbps.
International travelers who have used data cards with faster speed are not
satisfied with data cards and USB modems services offered in India. So, in India,
data cards mean accessing a bare minimum net connectivity only for a sizable
population. That is why it is said that data cards have not exactly taken off in India.
To get the feedback of retailers regarding the products & services of the
company.
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To know the competitors product & policies from retailers.
SUBOBJECTIVES
card.
To find out the consumer preference of Data card among various data card
manufacturers.
Research Methodology
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the nature of particular work, time and resources available along with the desire
level of accuracy.
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DATA ANALYSIS & INTERPRETATION
(a) Up to 10
(b) 10 to 20
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No. of Data Cards
Interpretation: 38% of the retailers responded that they sell more than 20 DATA
CARDS per month, whereas 32% of them said that they sell 10-20 DATA CARDS
per month, and rest 30% responded that they sell up to 10 data cards per
month.
RETAILERS
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RETAILERS
TATA PHOTON is the most sold Internet Service Provider, followed by IDEA
BRANDS
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RETAILERS
(a) Up to 10
(b) 10 to 20
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RETAILERS
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Interpretation: 92% of the retailers responded that they sell up to 10 DOCOMO
DATA CARDS per month, whereas 6% of them said that they sell 10-20
DOCOMO DATA CARDS per month, and rest 2% responded that they sell more
(f) Vodafone 0
(g) MTS 7
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Interpretation: According to the responses given by the
WHY
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Interpretation: Retailers said that they prefer promoting the
quality.
offers on time?
(a) YES
(b) NO
(a) Yes 82
(b) No 18
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Interpretation: Major part of the respondents, i.e. 82% says that
interpreted that there is proper flow of information & also on time ,but
Chandan nagar & Kothrud etc because some retailer of these areas
(a) SMS 26
(b) Calls 20
(c) DSE 48
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(d) Posters 6
said that they come to know about new schemes from SMS,
and rest 26% responded that they come to know about new
(d) Daily 3
(e) None 6
that DSE visit Thrice a week & 21% retailers said that DSE
visit Twice a week. Whereas,3% said that DSE visit Daily .So
retailers where they visit once a week or none (in areas like
for?
c) IDEA f) VODAFONE
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g) MTS
(c) Idea 14
(d) Reliance 6
(e) BSNL 1
(f) Vodafone 0
(g) MTS 2
IDEA.
10) Which one is the most important factor for customer which
Speed factor.
Observation:
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• DOCOMO having several types of tariff plan but it’s
nagar).
available.
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Recommendation:
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• DOCOMO can customize its credit policy according to
Additional Suggestions:
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Bibliography
Page | 111
The Content has been collected from the following sites
and webpage:
www.punediary.com
www.google.com
www.classifields.com
www.sulekha.com
www.justdial.com
www.managementparadise.com
www.knowyourcity.com
www.tatadocomo.com
www.scribd.com
Page | 112
ANNEXURE
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QUESTIONNAIRE
Respondent’s Details
Name: Store
Name:
Address: Pin
code:
Mode of Business:
Signature:
Contact Number:
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2) Which one is the Top selling data card:
…………………………..................
...............................................................................
why:
d) BSNL
e) RELIANCE
f) IDEA
g) AIRTEL
e) TATA INDICOM
f) TATA DOCOMO
g) Vodafone
h) MTS
………………………………………………………………
…
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6) Whether you get POP & Information of new schemes
and offers on time:
(a) YES
(b) NO
(a) SMS
(b) DSE
(c) Posters
(d) Calls
b) Twice a week
d) TATA DOCOMO
e) TATA PHOTON
f) IDEA
g) AIRTEL
e) RELIANCE
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f) BSNL
g) VODAFONE
h) MTS
Purchasing decision:
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