“RETAIL MAPPING”

A TRAINING REPORT SUBMITTED TO

PUNJAB TECHNICAL UNIVERSITY

JALANDHAR
IN PARTIAL FULLFILMENT OF THE REQUIREMENT FOR THE
AWARD OF DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

(MBA DEGREE)

IGCE
SACHIN PATHAK
UNIV. ROLL NO. 90412265367

INDO GLOBAL COLLEGE OF ENGINEERING

ABHIPUR-140109, SAS NAGAR, MOHALI (PUNJAB)
 “RETAIL MAPPING”
A TRAINING REPORT SUBMITTED TO

PUNJAB TECHNICAL UNIVERSITY

JALANDHAR
IN PARTIAL FULLFILMENT OF THE REQUIREMENT FOR THE
AWARD OF DEGREE OF

MASTEROF BUSINESS ADMINISTRATION

(MBA DEGREE)
BY

SACHIN PATHAK UNIV. ROLL NO. 90412265367

(MBA 3RD SEM.)

INDO GLOBAL COLLEGE OF ENGINEERING

ABHIPUR-140109, SAS NAGAR, MOHALI (PUNJAB)
 DECLARATION

“I Sachin Pathak hereby declare, that all data and

analysis listed out in this training report is
independent and original work. I have made
genuine research work for preparing this project
under the guidance of Dr. Inderjit. I also declare
that I have not submitted this training report to any
other institution organization before.”

SACHIN PATHAK
ROLL NO. 90412265367
MBA 3RD SEM
 CERTIFICATE

This is to certify that Sachin Pathak has worked on

the project entitled “Retail Mapping”. This report
or any part of it has not been previously submitted
for the award of any other degree or diploma of
either this university or any other university. This
project was done under my guidance in partial
fulfillment of the requirement for the award of MBA
degree. This bonafide research work is original and
his performance and conduct during the period was
satisfactory.

Faculty Guide
Dr. Inderjit
 INDO GLOBAL COLLEGES
Abhipur Mohali

Retail mAPPING
Submitted By
Mr. Sachin Pathak

In partial fulfillment of the requirement for the award of Degree of MBA from
Punjab Technical University Jalandhar 2010-2011.

Acknowledgement
I would like to express my gratitude towards “TATA TELESERVICES LIMITED” for giving me
the opportunity to undergo an enriching training and learning experience in their organization.

I am also extremely thankful to Er. Sachin Bakshi (Deputy Manager), my project guide for his
support. And I would like to thank all of the team members that I had an opportunity to work
with, it was truly a privilege. I thank Mr. Ashwani Sharma (Assistant General Manager), Mr.
Neeraj Chopra (Senior Manager), and Mr. Varinder Kumar (Deputy Manager); I was able to
learn so much from all of you and as able to complete my project successfully.

I also express my gratitude to my summer internship guide, Dr Inderjit Singh, faculty, Indo
Global Colleges Mohali for providing necessary guidance from time to time essential to the
completion of my project.
 CHAPTER I
Introduction to Project (Need of the study)

1.1 INTRODUCTION

Communication has been one of the most important aspects of the growth of human society and
culture. Telecommunications, the transmission of signals over a distance for a purpose of
communication, is also very important. It provides business, money and market stability in the
world. The telecom sector is one of the leading contributors to India's flourishing economy.
Telecommunication Sector Opportunities in India assures a transparent, safe, and secured
ambiance for the telecom market. It includes introduction of Internet telephony services,
privatization of VSNL, and introduction of a number of international long distance services
sector. The opportunities in the Indian telecom sector is increasing at a massive pace with the
introduction of newer and innovative schemes in various sectors and at present the telecom
sector in India is claimed to be one of the major contributors in India's flourishing economy.

Mapping
A market is any one of a variety of different systems, institutions, procedures, social relations
and infrastructures where by persons trade, and goods and services are exchanged, forming part
of the economy. It is an arrangement that allows buyers and sellers to exchange things.

Market Penetration
1. Increasing market share of an existing product, or promoting a new product, through strategies
such as bundling, extensive advertising, lower prices, or volume discounts.

2. Measure of the extent of a product's sales volume relative to the total sales volume of all
competing products, expressed as a percentage. Formula: Sales volume of a product x 100 ÷
Total sales volume of all competing products.

TATA is a rapidly growing business group based in India with significant international
operations. The TATA name is a unique asset representing leadership with trust. TATA
Teleservices spearheads the Group’s presence in the telecom sector. Incorporated in 1996,
TATA Teleservices was the first to launch CDMA mobile services in India with the Andhra
Pradesh circle. TATA Teleservices has established a robust and reliable 3G ready telecom
infrastructure that ensures quality in its services.
Customer satisfaction in telecommunications will reflect the service delivery process as
experienced by customers. The interaction between customers and the delivery system is effected
via alternative contact points; each one of them will be investigated for its impact on the overall
customer satisfaction. That is, the service delivery system can be decomposed into alternative
customer contact points that shape customers' overall judgment about the organization. Each
contact point may retain a relative independence concerning criteria of customer satisfaction
such as personnel, speed, reliability, and pricing.

1.2 Objectives of the study

Primary objective:
To study and increase the availability of Tata indicom products at all the Retail outlets in the
Tricity (Chandigrah, Mohali, Panchkula).
Secondary objectives:
 1: To study the satisfaction of the consumers with our services as well as competitors
services
 2: To know the awareness of customers regarding wireless data cards (Photon+)
 3: To know about the commissions and others payouts being provided to the retailers by
the competitors so that we can pitch ourselves strongly with respect to our competitors.

1.3 Significance of the study

The significance of this study is to increase the market penetration of Tata Teleservices products
in the Tricity (Chandigarh, Mohali, and Panchkula) as well as:
 To increase the knowledge of retailers about TTSL products.
 To increase the customer loyalty.
 To analyze the strength and weakness of competitors

CHAPTER II
 Industry Profile

2.1 INDUSTRY PROFILE

Introduction
Telecom in the real sense means transfer of information between two distant points in space. The
popular meaning of telecom always involves electrical signals and nowadays people exclude
postal or any other raw telecommunication methods from its meaning. Therefore, the history of
Indian telecom can be started with the introduction of telegraph.
The Indian telecommunications industry is the world's fastest growing telecommunications
industry, with 671.69 Million telephone (landlines and mobile) subscribers and 635.51 Million
mobile phone connections as of June 2010. It is also the second largest telecommunication
network in the world in terms of number of wireless connections after China. The Indian Mobile
subscriber base has increased in size by a factor of more than one-hundred since 2001 when the
number of subscribers in the country was approximately 4 million to 430 Million in 2009. The
below graph depicts the growth of subscribers base from 1999 to 2009(in millions).

As the fastest growing telecommunications industry in the world, it is projected that India will
have 1.159 billion mobile subscribers by 2013. Furthermore, projections by several leading
global consultancies indicate that the total number of subscribers in India will exceed the total
subscriber count in the China by 2013. The industry is expected to reach a size of Rs 344,921
crore (US$ 73.47 billion) by 2012 at a growth rate of over 26 per cent, and generate employment
opportunities for about 10 million people during the same period. According to analysts, the
sector would create direct employment for 2.8 million people and for 7 million indirectly. In
2008-09 the overall telecom equipments revenue in India stood at billion) a year before.

The status of development of the various services of the telecom sector is being
outlined here.

Wire line:
The subscriber base of Wire line subscribers as on 31st March 2009 was 37.96 million as
compared to 39.42 million subscribers on 31st March, 2008 registering a decrease of 1.46
million subscribers during the year 2008-09. Out of the 37.96 million wire line subscribers, 27.38
million are urban wire line subscribers and 10.58 million Rural Subscribers. The status of the
wire line subscribers during the last six years is depicted.

Wireless
The wireless subscriber base was 391.76 million subscribers at the end of the financial year in
comparison to the subscriber base of 261.07 million at the end of March, 2008. It added 130.69
million subscribers in the financial year 2008-09 registering an annual growth rate of about 50.06
%. The total subscriber base of wireless services has grown from 33.69 million in March, 04 to
391.76 million in March, 09 as depicted in Figure 1.2.
Internet
The Internet subscriber base in the country as of 31st March 2009 stood at 13.54 million as
compared to 11.09 million during the previous year, registering an annual growth rate of about
22.09%. Internet Subscriber base for the last six years.

Broadband:
The total Broadband subscriber base has reached 6.22 million by the end of March, 2009 as
compared to 3.87 million by the end of March 2008 thereby registering a net addition of 2.35
million broadband subscribers during the financial year 2008-09 with growth rate of
60.72%.Broadband Subscriber base for the last five years.
Teledensity:
The tele-density at the end of March, 2009 reached the mark of 36.98% as compared to 26.22%
at the end of previous year recording an increase of nearly 10.76%. The trend of growth of
teledensity.
Review of wireless (GSM&CDMA) services:
The Wireless Industry crossed 391 million subscribers mark at the end of the financial year
2008-09. The total subscriber base of 391.76 million comprise of 297.26 (75.88%) million GSM
and 94.50 (24.12%) million of CDMA subscribers. During the financial year 2008-09 around
130.69 million subscribers were added registering a growth rate of 50.06% as compared to
58.12% during the year 2007-08. The subscriber growth of Wireless Operators (GSM and
CDMA) from March 2004 to March 2009 is depicted in the fig
Major Players in the Industry

There are three types of players in telecom services:

 State owned companies (BSNL and MTNL)
 Private Indian owned companies (Reliance Infocomm, Tata Teleservices,)
 Foreign invested companies (Hutchison-Essar, Bharti Tele-Ventures, Escotel, Idea
 Cellular, BPL Mobile, Spice Communications)

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The major players of Indian telecom industry are described one by one below:-
Name Bharat Sanchar Nigam Limited (BSNL)

Year of Establishment 2000

Type of Services GSM + CDMA

Company Profile Bharat Sanchar Nigam Ltd. is World's 7th largest

Telecommunications Company providing comprehensive
range of telecom services in India: Wireline, CDMA
mobile, GSM Mobile, Internet, Broadband, Carrier service,
MPLS-VPN, VSAT, VoIP services, IN Services etc. Within
a span of five years it has become one of the largest public sector
unit in India.
Products Wireless,Telephone,Internet,Television,Datacards

Sales/Revenues/Turnover USD 7.03 billion (Turnover)

Global Presence/ Marketing It has a network of over 45 million lines covering 5000 towns
Network with a customer base of 31.55 million Wireline, 4.58 million
CDMA-WLL and 54.21 million GSM Mobile subscribers.
Acquisitions / Strategic Alliances

Future Prospect BSNL plans to expand its customer base from present 47 millions
lines to 125 million lines and infrastructure investment plan to the
tune of Rs. 733 crores (US$ 16.67 million) in the next three
years.
Name Reliance Communications

Year of Establishment 1999

Type of Services GSM + CDMA

Company Profile Reliance Telecom's cellular services are available in 340 towns
within its eight-circle footprint. Reliance Infocomm also offered
for the first time in India, mobile data services though its R-
World mobile portal. This portal leverages the data capability of
the CDMA 1X network. Reliance
Infocomm offers a complete range of telecom services covering
mobile & fixed line telephony including broadband, national &
international long distance services, data services & a wide range
of value added services & applications aimed at enhancing
productivity of enterprises and individuals.
Products Wireless,Telephone,Internet,Television,Datacards

Sales/Revenues/Turnover USD 4.89 billion(Revenue)

Global Presence/ Marketing Reliance Communications has IP-enabled connectivity

Network Infrastructure comprising over 150,000 kilometers of fiberoptic
cable systems in India, the US, Europe, Middle East,and the Asia
Pacific region.
Acquisitions / Strategic Alliances International wholesale telecommunications service
provider, FLAG Telecom amalgamates with Reliance
Gateway, a wholly owned subsidiary of Reliance Infocomm
in 2004 Reliance Communication acquired a US based Yipes
Holdings, Inc. ("Yipes"), the leading provider of managed
Ethernet services in 2007.
Future Prospect The company plans to concentrate on mobile content services
other than voice. It also plans to spend Rs 5 billion every year for
the next three years. This CAPEX will be used for network
expansion of its CDMA business to over 4,500 towns from the
present 2,000 towns and expansion of its GSM operations. The
company also plans to launch international data roaming facility
in Canada, followed by Latin America and then to Asian
countries like Japan, South Korea, China and other countries.
Name Vodafone
Year of Establishment Acquired majority stake in Hutch Essar in India, by buying
out complete stake of Hutch in 2007, Essar is still minority
stakeholder in company
Type of Services GSM

Company Profile Vodafone Essar in India is a subsidiary of Vodafone Group

Plc and commenced operations in 1994 when its
predecessor Hutchison Telecom acquired the cellular
licence for Mumbai. Vodafone Essar now has operations
in 16 circles covering 86% of India's mobile customer base,
With over 45.78 million customers. Vodafone Essar, under
the Hutch brand, has been named the 'Most Respected
Telecom Company', the 'Best Mobile Service in the country' and
the 'Most Creative and Most Effective Advertiser of
The Year'.
Products Mobile & Data Cards

Sales/Revenues/Turnover USD 69,378.08 million (Revenue)

Global Presence/ Marketing It has operations in 25 countries across 5 continents and 40

Network partner networks with over 200 million customers
Worldwide.
Acquisitions / Strategic Alliances

Future Prospect Vodafone Essar is expecting to touch over 35 million

customers across 400,000 shops and thousand of hutch’s
own employees along with employees of its business
associates.Vodafone emerged as a most admired marketer in
India
Name Tata Teleservices

Year of Establishment 1996

Type of Services GSM + CDMA

Company Profile Tata Teleservices is a part of the $70.8 billion Tata Group, which
has 90 companies, over 363,039 employees and more than 3.5
million shareholders.

Products Tata Teleservices’ bouquet of telephony services includes Mobile

services, Wireless Desktop Phones, Public Booth Telephony and
Wireline services. Other services include value added services
like voice portal, roaming, post-paid Internet services, 3-way
conferencing, group calling, Wi-Fi Internet, USB Modem, data
cards, calling card services and enterprise services.
Sales/Revenues/Turnover

Global Presence/ Marketing Tata Teleservices has presence in all of india’s 22 telecom
Network circles.

Acquisitions / Strategic Alliances
Future Prospect
Tata Teleservices has acquired Hughes Tele.com (India)
Limited [now renamed Tata Teleservices (Maharashtra)
Limited] in 2002
The company is also expanding its footprint, and has paid
Rs.4.17 billion ($90 million) to DOT for 11 new licenses
Under the IUC (interconnect usage charges) regime.
Name Idea

Year of Establishment 1995

Type of Services GSM

Company Profile Idea Cellular is part of the Aditya Birla Group, which is
India's first truly multinational corporation. Aditya Birla
Nuvo Ltd. holds 35.7 per cent, Birla TMT Holdings Ltd.
44.9 per cent, Grasim 7.5 per cent, and Hindalco 10.1 percent in
Idea.
Products Mobile & Data Cards

Sales/Revenues/Turnover USD 2.56 billion

Global Presence/ Marketing
Network
Acquisitions / Strategic Alliances
Future Prospect
Has a customer base of over 17 million, IDEA Cellular has
operations in Delhi, Maharashtra, Goa, Gujarat, Andhra
Pradesh, Madhya Pradesh, Chattisgarh, Uttaranchal,
Haryana, UP-West, Himachal Pradesh and Kerala.
Merged with Tata Cellular Limited in 2001, thereby
acquiring original license for the Andhra Pradesh Circle
Acquired RPG Cellular Limited and consequently the
license for the Madhya Pradesh (including Chattisgarh)
Circle in 2001 In 2004 acquired Escotel, incumbent cellular
service provider in Haryana, UP(W) & Kerala and new licensee
in HP Acquired Escorts Telecommunications Limited
(subsequently renamed as Idea Telecommunications Limited) in
2006 Merger of seven subsidiaries with Idea Cellular Limited in
2007
Idea also plans to enter rural and neglected circles as a
Strategy to gain subscribers. Other advancements in the
telecom industry will help it cut costs - use of e-mail to
send bills to customers; sharing cell sites; smaller base
transmission stations that will mean lesser infrastructure
requirements and expenses and independent tower
Operators. Along with its plan to go for a national long
distance licence, it will also look at international long
Distance in the near future.
Name Bharti Airtel

Year of Establishment 1995

Type of Services GSM

Company Profile Bharti Tele-Ventures Limited was incorporated on July 7,

1995 for promoting investments in telecommunications services.
Its subsidiaries operate telecom services across India. Bharti’s
operations are broadly handled by two companies: the Mobility
group and the Infotel group.
Products Mobile, Wireline , Data Cards , DTH

Sales/Revenues/Turnover USD 7.254 billion

Global Presence/ Marketing
Network
Acquisitions / Strategic Alliances
The mobile business provides mobile & fixed wireless services
using GSM technology across 23 telecom circles while the Airtel
Telemedia Services business offers broadband & telephone
services in 94 cities.
Bharti Telecom and British Telecom formed a 51%:49% joint
venture, Bharti BT Internet for providing Internet services, in
1998.
Bharti Tele-Ventures acquired an effective 32.36% equity
interest in Bharti Mobile (formerly JT Mobiles), the cellular
services provider in Karnataka and Andhra Pradesh circles
in 1999 Bharti Telesonic entered into a joint venture, Bharti
Aquanet, With SingTel for establishing a submarine cable
landing station at Chennai in 2001
A 50:50 joint venture between Bharti and SingTel, to
undertake the largest infrastructure project between
Singapore and Indian companies in 2001

Future Prospect Bharti Airtel company is planning to set up 3000 more towers as
part of enhancing their rural coverage and will now focus on
rural and semi-urban areas.
Name HFCL

Year of Establishment 2000

Type of Services CDMA

Company Profile HFCL Infotel Ltd. The basic telephony services provider in
Punjab & launched its basic telephony services on 16th October
2000. Connect is business venture of Himachal Futuristic
Communication Ltd. India’s leading telecommunication giant.
Connect is further supported by the expertise of Lucent
Technologies USA, Huawei Technologies, IT Chennai, Compaq
Cisco. CGI, Bell Nexxia and Cincom with an investment of over
Rs 1400 crores, HFCL Infotel has setup a state of the art network
in over 130 towns and circles in Punjab. The average revenue per
line (ARPL) for CONNECT is amongst the highest in the
country.
Products Besides fixed line telephony, mobile telephony and internet
access, CONNECT’s services include an array of broadband,
enhanced and data services like internet leased lines, ISDN, VPN,
Centrex, Web Hosting, DSL and server Co-location. Customized
solutions are also available for its Corporate Customers &
additionally, services like Video Conference, Audio Conference,
Phone to mail and VMS form an important part of the
CONNECT portfolio.
Sales/Revenues/Turnover

Global Presence/ Marketing

Network

Acquisitions / Strategic Alliances

Future Prospect

Market Share of Telecom Players

Market share, in strategic management and marketing is, according to Carlton O'Neal, the
percentage or proportion of the total available market or market segment that is being serviced
by a company. It can be expressed as a company's sales revenue (from that market) divided by
the total sales revenue available in that market. It can also be expressed as a company's unit sales
volume (in a market) divided by the total volume of units sold in that market. It is generally
necessary to commission market research (generally desk/secondary research) to determine,
although sometimes primary research) to estimate the total market size and a company's market
share.
Increasing market share is one of the most important objectives of business. The main advantage
of using market share as a measure of business performance is that it is less dependent upon
macro environmental variables such as the state of the economy or changes in tax policy.
However, increasing market share may be dangerous for makers of fungible hazardous products,
particularly products sold into the United States market, where they may be subject to market
share liability.

The below pie chart shows the market share of Indian telecom companies for the year 2010:-
 Market Share of Indian Telecom Companies

MTNL Uninor Sistema ShyamLoop Mobile S Tel Videocon HFCL Infotel

Aircel 0.850% 0.840% 0.700% 0.480% 0.190% 0.110% 0.060% Bharti Airtel
6.399% Reliance Comm + RTL
Vodafone Essar
Bharti Airtel BSNL
Idea 21.728% TTSL
10.859%
Idea
Aircel
MTNL
TTSL Uninor
11.289% Reliance Comm + RTL
17.488% Sistema Shyam
Loop Mobile
S Tel
BSNL Videocon
11.749% HFCL Infotel
Etisalat
Vodafone Essar
17.258%

The below fig shows the market share of telecom companies in tabular
form:-

Telecom Companies % age Market Share in 2010

 Bharti Airtel 21.73

Reliance Comm + RTL 17.49

Vodafone Essar 17.26

BSNL 11.75

Tata Teleservices Ltd 11.29

Idea 10.86

Aircel 6.4

MTNL 0.85

Uninor 0.84

Sistema Shyam 0.7

Loop Mobile 0.48

S Tel 0.19

Videocon 0.11

HFCL Infotel 0.06

Etisalat 0
 Company PROFILE

History

Tata Teleservices is part of the Tata Group. Tata Teleservices spearheads the Group’s presence
in the telecom sector. Incorporated in 1996, Tata Teleservices was the first to launch CDMA
mobile services in India with the Andhra Pradesh circle.
The company acquired Hughes Telecom (India) Limited [now renamed Tata Teleservices
Limited] in December 2002. With a total Investment of Rs 19,924 Crore, Tata Teleservices has
created a Pan India presence spread across 20 circles that include Andhra Pradesh, Chennai,
Gujarat, J & K, Karnataka, Delhi, Maharashtra, Mumbai, North East, Tamil Nadu, Orissa, Bihar,
Rajasthan, Punjab, Haryana, Himachal Pradesh, Uttar Pradesh (E), Uttar Pradesh (W), Kerala,
Kolkata, Madhya Pradesh and West Bengal.
Having pioneered the CDMA 3G 1x technology platform in India, Tata Teleservices has
established 3G ready telecom infrastructure. It partnered with Motorola, Ericsson, Lucent and
ECI Telecom for the deployment of its telecom network.
The company is the market leader in the fixed wireless telephony market with a total customer
base of over 3.8 million.
Tata Teleservices’ bouquet of telephony services includes Mobile services, Wireless Desktop
Phones, Public Booth Telephony and Wire line services. Other services include value added
services like voice portal, roaming, post-paid Internet services, 3-way conferencing, group
calling, Wi-Fi Internet, USB Modem, data cards, calling card services and enterprise services.
Some of the other products launched by the company include prepaid wireless desktop phones,
public phone booths, new mobile handsets and new voice & data services such as BREW games,
Voice Portal, picture messaging, polyphonic ring tones, interactive applications like news,
cricket, astrology, etc.

Tata Teleservices Limited along with Tata Teleservices (Maharashtra) Limited have a subscriber
base of 36 million customers (as of April 2009) in more than 5,000 towns. Tata Teleservices has
also acquired GSM licenses for specific circles in India.
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 November 2008. TATA DOCOMO has received a
pan-India license to operate GSM telecom services and has also been allotted spectrum in 18
telecom Circles. The company has rolled out GSM services in 17 of India’s 22 telecom Circles in
the quick span of less than a year. The company plans to launch pan-India operations by the end
of FY 2010-11.

Company Structure

Tata Teleservices Limited (TTSL) is a subsidiary of the Tata Group headquartered in Navi
Mumbai, an Indian conglomerate. It operates under the brand name Tata Indicom in various
telecom circles of India. In Nov 2008, Japanese telecom giant NTT Docomo picked up a 26 per
cent equity stake in Tata Teleservices for about Rs 13,070 crore ($2.7 billion) or an enterprise
value of Rs 50,269 crore ($10.38 billion). In Feb 2008, TTSL announced that it would provide
CDMA mobile services targeted towards the youth, in association with the Virgin Group on a
Franchisee model basis.
Finance:
Finance within an organization is all about helping a company manage its money, to run the
business, grow the business, make acquisitions, plan for its financial future and manage any cash
on hand. The four main areas of concentration are: liquidity, flexibility, compliance with laws
and regulatory support. The key to a successful finance function is performing well in business
with a long term view of what going to make your company successful.

Human Resource
Our vision

 Trusted service to 100 million happy customers by 2011

 To be a Strategic Partner in Business, making TTSL an “Employer of Choice”

Our Mission
To empower every Indian to connect with the world affordably
 To provide competent & “CRISP” Human Resource in the organization.
 To create innovative and flexible people-centered programs and services to attract and
Retain best & the brightest talent.
 To create a culture of performance, this encourages teamwork, learning & innovation.
To create a leadership pipeline based on organizational values.
 To enrich quality of life of the employee for Work-Life balance
Marketing Team
The Marcom function looks into all the activities related to the marketing of Mobile, Wireless
Phones - Walky, Internet Access Devices and High end handsets.
This includes activities right from determining the Positioning for our offerings in the market,
Consumer Research (pre Launch & post launch) to evaluate consumer response & constructing
an effective Go-to Market plan for the launch of any new product service launched.

The Key categories handled are:

Postpaid mobiles: Complete marketing plan and communication for all new Tariffs, Add on
Packs & initiatives targeted primarily at new acquisitions.

Tata Telesevices Brands

Tata Teleservices operates under five different brands Tata Indicom (CDMA services), Tata
DOCOMO (GSM services), Virgin Mobile, Tata Walky (which is the brand for fixed wireless
phones), Tata Photon (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 it has
commenced the GSM operations under the brand name T24 in Andhra Pradesh and will roll out
services in other circles shortly.

TTSL Brands

Tata Tata Tata Tata Virgin T 24

Docomo Indicom Walky Photon Mobile

TATA DOCOMO marks a significant milestone in the Indian telecom landscape, and has already
redefined the very face of telecom in India, being the first to pioneer the per-second tariff option
part of its ‘Pay for What You Use’ pricing paradigm. Tokyo-based NTT DOCOMO is one of the
world’s leading mobile operators in the Japanese market; the company is the clear market leader,
used by over 50 per cent of the country’s mobile phone users.
Product Range

Tata Tele Services provides three services Dial up internet, mobile and landline connection.
Products / Services.

Mobile services
TTSL gives two types of Mobile Services:

Prepaid Mobile: In Prepaid service we make an advance payment for the usage i.e. to make
Calls and use data services. There are no deposits to be made for STD/ISD. These features are
pre activated.

Postpaid Mobile: Postpaid service, the company itself generate the monthly bill to the
Customers. TATA Indicom postpaid mobile phone STD call charges are amongst the lowest in
India for distances over 500 km with absolutely no additional-airtime charges. Most importantly,
TATA Indicom postpaid mobile phone offers superior voice clarity, congestion free networks,
high speed data access, and coverage in over 1000 cities.
Landline Services:

TTSL gives two types of Landline services:

Wireless Phone: TTSL has introduced

wireless landline phones “Walky”, which
has the features of a mobile phone i.e. sms
(send receive), FM, internet access, speaker
phone, phone book etc. It also offers
limited mobility.
Landline phones: TTSL offers instant phone connections. TATA Indicom Landline
Phone services based on the state of the art Optical Fiber Cable-based backbone. It has a superior
voice clarity, secure and tamper proof lines and responsive and friendly service.

Internet Services:-
TTSL provides 3 types of internet services:-

Dial-up Internet through landline from TATA Indicom, provides bundled

dialup internet access along with Landline connection. This dialup internet
service is activated by default for on customer’s phone, no separate
subscription is required. Customers have to purchase an external modem or use
PC/Laptop’s internal modem to connect to internet. After creating the dialer on
computer,intenet facility will activate.

Mobile internet: -
TATA Indicom offers world-class internet services through the CDMA
Network Just connect TATA Indicom mobile phone, using a data cable to PC
or Laptop & Get started. TATA Indicom Internet through mobile service offers
world-class standards for Wireless Internet access. The benefits are:
· High speed Internet access.
· No need to buy an external modem since your existing TATA
Indicom mobile phone has one.
· User can receive and make voice calls when no active data transfer takes place
Wireless Internet

It is a USB modem, so we can use where ever we go. It provides High speed
connection and free downloading. It is a plug n play device i.e. no installer cd is
required. Device comes with a Micro SD Card Slot, enabling the user to
customize it even as a thumb drive. User can carry his data, music and files and
be connected to the internet, all with one device.

Huawei EC1260

Financial Analysis
The net sales of TTSL grew at a CAGR of around 12% over the last three years ended FY09 due
to an increase in the subscriber base during this period. However, due to an increase in operating
costs owing to the expenses incurred on the roll out of its services, PBILDT declined during
FY09. The interest cost of the company increased substantially in FY09 mainly due to an
increase in the term debt and working capital borrowings. The change in the equity share capital
during FY09 was due to the capital restructuring carried out by TTSL to write off its losses and
unabsorbed depreciation and also on account of the issue of equity shares to NTT DoCoMo,
additional equity subscription by its existing shareholders and conversion of Zero Coupon
convertible debentures into equity. The net worth of TTSL increased substantially during FY09
owing to an infusion of equity in the form of shares issued to NTT DoCoMo and through the
reduction in the debit balance of the profit and loss account due to revaluation of investment in
Tata Teleservices (Maharashtra) Ltd. as per the arrangement of restructuring. As on March 31
2009, TTSL had cash and bank balance of Rs.9, 091 crore due to infusion of equity capital
through fresh issue of equity to NTT DoCoMo. The overall gearing of the company had
improved to 1.32 as on March 31, 2009.

Revenues grew 1.7% to Rs. 513 crores for the quarter ended June 30, 2009, compared to Rs.
505 crores for the quarter ended June 30, 2008.

EBITDA grew 1.9% to Rs. 158 crores for the quarter ended June 30, 2009, compared to Rs.
155 crores for the corresponding quarter of the previous year; EBITDA growth of 19% as
compared to EBITDA of the immediate preceding quarter

Market Share
The below table shows the Market Share of TTSL in current year and in last 3 years

Year Market Share (%)

2010 11.29%

2009 8.13%

2008 9.46%

2007 9.7%

The above
Graph shows the Market share of TTSL for current year and last three years
Milestones/Future Projection

Milestones:
Tata Teleservices Limited has added 2.33 million new subscribers in the month of May 2010 to
cross the 70-million-subscribers milestone in a span of just over five years since the launch of its
mobile telephony services in early 2005.  Tata Teleservices Limited and Tata Teleservices
(Maharashtra) Limited has shown a subscriber growth rate of more than 100 per cent in the last
12 months from 35 million subscribers in May 2009.
The last financial Year has been an extremely successful one for Tata Teleservices Limited,
wherein the company introduced its new GSM brand Tata DOCOMO, introduced its industry-
changing ‘Pay-Per-Second’ and ‘Pay-Per-Call’ tariff plans, unleashed products like Photon TV
and Mobile TV, and offered lifestyle-impacting products like Buddy net, diet-sms and many
others.
“With the countdown on 3G services having begun, we will continue to walk the innovation
path, providing our customers with differentiated products and services which will take telecom
to the next level. We are working closely on the creation of such relevant products with our
partners, particularly NTT DOCOMO, which is acknowledged as the world leader in telecom
technology development; and look forward to the next wave in Indian telecoms.”

Future Projections:
Tata Teleservices Ltd. is seeing rapid growth and the Indian telecom business is expected to
reach 100 million subscribers by the end of 2010.Tata is the fastest telecom to reach 70 million
subscribers in just over five years from launching cellular phone services..The company added
millions of subscribers as consumers have purchased new phones or switched cell phone
companies.
Tata has a new payment system that many consumers find attractive. Tata's pay-per-call system
charges users by the second rather than by the minute, cutting the cost of cell phone bills. In
addition, India's fifth-largest cellular operator took a chance a year ago with a national launch of
a GSM network. Before that, it provided cellular phone service using CDMA technology.
CDMA was launched in India much later than GSM, and that's one of the reasons that GSM
players enjoy a greater market share.
NTT Docomo, a Japanese cellular company, owns 26 percent of Tata Teleservices. It invested
about $2.7 billion in the company in a deal that closed in March 2009.
In a related matter, Quippo-WTTIL recently announced an agreement to acquire 21st Century
Infra Tele Limited, an owner and operator of telecommunication towers and a subsidiary of Tata
Teleservices Maharashtra Limited, for an enterprise value of INR 13,180 million, or 289.77
million U.S. dollars.
Research Methodology
Research Methodology

Introduction

Research methodology is a careful investigation or inquiry in systematic manner and finding

solution to a problem under investigation. It accompanies of defining and redefining problems
formulating hypothesis or reaching conclusion and at last carefully testing the conclusion to
determine whether they fit the formulating hypothesis. My research methodology has a specific
framework for collecting the data in an effective manner. I have taken two types of data into
consideration e.g. Primary data and secondary data.
My major emphasis is on gathering the primary data. The secondary data will be used to more
things clear.
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 can be classified as:

 Exploratory research

 Constructive research

 Empirical research

Exploratory research
Exploratory research provides insights into and comprehension of an issue or situation. It should
draw definitive conclusions only with extreme caution. Exploratory research is a type of research
conducted because a problem has not been clearly defined. Exploratory research helps determine
the best research design, data collection method and selection of subjects. Given its fundamental
nature, exploratory research often concludes that a perceived problem does not actually exist.
Exploratory research often relies on secondary research such as reviewing available literature
and/or data, or qualitative approaches such as informal discussions with consumers, employees,
management or competitors, and more formal approaches through in-depth interviews, focus
groups, projective methods, case studies or pilot studies. The Internet allows for research
methods that are more interactive in nature.

Constructive research
Constructive research is perhaps the most common computer science research method. This type
of approach demands a form of validation that doesn’t need to be quite as empirically based as in
other types of research like exploratory research.
Empirical research
Empirical research is research that derives its data by means of direct observation or experiment,
such research is used to answer a question or test a hypothesis (e.g. "Does something such as a
type of medical treatment work?"). The results are based upon actual evidence as opposed to
theory or conjecture; as such they can be replicated in follow-up studies.

Other Types of Researches

Primary Research
Primary research (also called field research) involves the collection of data that does not already
exist, which is research to collect original data. Primary Research is often undertaken after the
researcher has gained some insight into the issue by collecting secondary data. This can be
through numerous forms, including questionnaires, direct observation and telephone interviews
amongst others. This information may be collected in things like questionnaires and interviews.
There are basic approaches to data collections using primary methods:
Qualitative research
Quantitative research

Quantitative research

Quantitative research refers to the systematic empirical investigation of quantitative properties

and phenomena and their relationships. The objective of quantitative research is to develop and
employ mathematical models, theories and/or hypotheses pertaining to phenomena. The process
of measurement is central to quantitative research because it provides the fundamental
connection between empirical observation and mathematical expression of quantitative
relationships.

Qualitative research

Qualitative research is a method of inquiry appropriated in many different academic disciplines,

traditionally in the social sciences, but also in market research and further contexts. Qualitative
researchers aim to gather an in-depth understanding of human behavior and the reasons that
govern such behavior. The qualitative method investigates the why and how of decision making,
not just what, where, when. Hence, smaller but focused samples are more often needed, rather
than large samples.
Secondary Research
(Also known as desk research) involves the summary, collation and/or synthesis of existing
research rather than primary research, where data is collected from, for example, research
subjects or experiments.
The term is widely used in market research and in medical research. The principal methodology
in medical secondary research is the systematic review, commonly using meta-analytic statistical
techniques
Research Design

Introduction

“Research design is an arrangement of conditions for collections and analysis of data in a manner
that aims to combine relevance to the research purpose with economy in procedure.” The design
includes an outline of what the researcher will do from writing the hypothesis and its operational
implications to the final analysis the data.

Data Collection Method

Data collection is a basic step and of vital importance. On which success or failure of the study
depends. All researchers can tap into two sources of data.
 Primary Data
 Secondary Data

Primary Data
Primary data are obtained by a study specifically designed to fulfill the data needs of the problem
at hand. Such data are original in character. These data are raw material. They are the
measurement observed and recorded as a part of original study. They are original in character.
The investigator or researcher directly collects this data. The basic form of obtaining this data is
by observing and questioning.
The Primary data was a detailed interview schedule with the help of a detailed questionnaire. The
samples were drawn purposively from various areas for the relevance of study. Discussions were
held with the general, branch manager and executives of the company to design and execute the
research

Secondary Data
Data which are not originally collected but rather obtained from published or unpublished
sources are known as secondary data.
They are not originally drawn by the researcher as fresh data. These are collected by some other
person for this purpose and published. These types of data can be collected through various
sources.
For this study the secondary data were collected from magazines ,journals , references and
websites and manuals of the TATA Indicom.
In this present study we have used primary and secondary data source. The primary data
was collected by using the questioner method.

Statistical Tools Used

Data is collected and analyzed by using:

 Pie chart
 Graphs
 Tables

For this, data collection method was used. In the data collection method, both primary and
secondary data were collected to meet the objectives. The primary data was collected by a survey
based on the questionnaire. It was formulated on the basis of information gathered by me with
the help of Mr. Sachin Bakshi, who provided useful guidelines and objective of my study.
The questions were listed in a pre arranged order and the object of enquiry was reveled to the
respondents.
Sampling Technique

Sampling is the process of learning about the population on the basis of a sample drawn from it.
In the sampling techniques instead of every unit of the universe only a part of universe is studied
and the conclusion is drawn on that basis for the entire universe. The process of sampling
involves three elements.
 Selecting the sample,
 Collecting the information,
 Making an Inference about the population.

In order to collect the data from the respondent, the Judgment sampling technique was used.
The respondents who were asked to fill the questionnaire are called Sampling units. These
comprise of retailers of different areas of Tricity (Chandigarh, Mohali and Panchkula).

Sample Size
Size of sample means the number of sampling units selected from the population for
investigation.
The sample size which we choose was
Retail Outlet = 150
Limitations of the Study

 The findings of the study were based on the opinion of the respondents, which may be
biased.
 The study is confined to Tricity only, thus the conclusions based on it will represent
Tricity only.
 Lack of time and finance prevented from carrying out in depth study.
 Hesitation and ignoring attitude of the respondents was also a major hurdle in the study
that had wasted a lot of time.
 Not possible to cover whole of population size, this is inability of sample size
 Analysis

&

Interpretations

In the data analysis and interpretation, the questions being asked from the respondents are taken
into consideration for preparing an overall idea about a particular point. The questions are
mentioned one by one and the findings are explained through graphical representations showing
the overall market idea. Following is the interpretation mentioned below:
Retail Mapping Questionnaire
Q1: Are you aware about and sells any of Tata Indicom Products (Mobile/Walky/Photon +
(postpaid or prepaid))?

Awareness about Tata Indicom Sales of Tata's Products

Products
Selling Not Selling
Aware Not Aware
2%

Not Selling
40%
Selling
60%

98%

Interpretation:-
The above pie charts depicts that almost ( 98% of total retail count ) knows about the Tata
indicom products and only 60 % of the total retail count in the tricity sells the products offered
by Tata indicom.

Q2: Which Company provides Best Schemes/Payouts and Services?

 Companies Providing Best Schemes/Payouts

Connect
10%
Vodafone
5% Airtel
32%
Idea
13%

Tata BSNL
25% 15%

Interpretation:-

The above graph depicts the best schemes/payout and services provided by different telecom
companies. Airtel holds the maximum share of 32 % in terms of best schemes and services
followed by Tata teleservices (25%) and BSNL(15%).

Q3: How many customers visit your shop and enquire about wireless internet data cards?
 Customers Enquired for Wireless Data Cards
Enquiring Not Enquiring

Not Enquiring
30%

Enquiring
70%

Interpretation:-
The above chart depicts the enquiry about the wireless internet data cards by the customer that
visit the multi brand retail outlet in the Tricity. Of the total, 70% of the customer enquired about
the wireless data cards.
Q4: Have you ever experienced photon plus services (speed upto 3.1 Mbps) and know about live
TV on EVDO Handsets?

Photon Plus Services Live TV on EVDO Handsets

Experienced Not Experienced Experienced Not Experienced

Experienced
Experienced 20%
25%

Not Experienced
75% Not Experienced
80%

Interpretation:-
The above graphs depict the experience of multi brand retail outlets surveyed, about photon plus
(wireless broadband data card) and EVDO services offered by Tata Indicom. While 75% of the
retail counters have not experienced the Photon plus services and 80 % of them haven’t
experienced Live TV on the EVDO handsets.

Q5. Are you satisfied by Tata Indicom Postpaid Services? If no, ask him about the reason
 Satisfaction Level Reason for Non Satisfaction
Satisfied Not Satisfied Payout/Inc
entive
13%
Billing Related Problem
38%
Not Satisfied
40%
Satisfied
60%

Coverage Issue
50%

Interpretation:-
The above graph depicts the %age satisfaction level of the retail counter offering Tata Indicom
postpaid services. 60% of them are satisfied by the services. The reason for non satisfaction is
also depicted in the chart with 20% of the MBROs complaining about the coverage, followed by
billing related issues (15%) and payout/incentive (5%).

Q6: Do you require Branding to be done at your shop? If yes, please mention below the type and
size of branding (Flex / in shop Branding).
 Want Branding

No
20%

Yes
80%

Interpretation:-
The above chart depicts the %age of MBROs interested in branding of Tata Indicom products to
be done at their outlets so as to increase the walkin of the customer regarding enquiry about the
tata Indicom products.80% of the MBROs wants the branding to be done at their outlet.
Chapter 6
CONCLUSION

&

SUGGESTIONS
CONCLUSION :

 Tata Teleservices Limited is providing the best schemes and payouts for retailers and
customers.
 Average number of the customers is satisfied with services of Tata Teleservices Limited.
 Maximum numbers of customers are using the telecom services of Airtel and broadband
services of connect.
 Majority of customers are not aware of internet data card provided by Tata Teleservices
Limited and have not experienced it.
 Majority of customers do not know about live TV on EVDO Handsets provided by Tata
Teleservices Limited.

SUGGESTIONS :

 Tata Teleservices Limited needs to improve its coverage so that customers remain
satisfied with its services.
  Tata Teleservices Limited needs to improve its billing services.
 TTSL needs to increase its branding at retail outlets to make the customers more
aware about its products.
 TTSL needs to improve after sale services to satisfy the needs of the customers.
 More branding can help increase tata sales in rural areas.
 Awareness amongst the retailers can furthermore increase the sales of the of Tata
products.

BIBLIOGRAPHY.
- Books:
1. Naresh Malhotra, Marekting Research- An applied Orientation, 4th Edition
 2. C.R. Kothari, Research Methodology- Methods and Techniques, Revised Second
Edition

- Websites:
www.tataindicom.com/misc/aboutus.asp

www.tata.com

www.auspi.com

www.coai.com

www.communicationdirectnews.com

www.rediff.com

www.protocols.com

www.hardwaresecrets.com

http://www.iimahd.ernet.in/ctps/index.htm

www.economywatch.com
 Questionnaire

Retail Mapping Questionnaire

Q1: Are you aware about and sells any of Tata Indicom Products (Mobile/Walky/Photon +
(postpaid or prepaid))?

Ans: ………………………………………………………………………………………

Q2: Which Company provides Best Schemes/Payouts and Services?

Ans: ……………………………………………………………………………………….
Q3: How many customers visit your shop and enquire about wireless internet data cards?

Ans: ……………………………………………………………………………………………

Q4: Have you ever experienced photon plus services (speed up to 3.1 Mbps) and know about live
TV on EVDO Handsets?

Ans. ………………………………………………………………………………………………...

Q5. Are you satisfied by Tata Indicom Postpaid Services? If no, ask him about the reason.

Ans: ………………………………………………………………………………………………...

Q6: Do you require Branding to be done at your shop? If yes, please mention below the type and size of
branding (Flex / In shop Branding).

Ans: ………………………………………………………………………………………………