EXECUTIVE SUMMARY

INTRODUCTION

In an informal meeting held with the dealer of TATA Indicom Smart PCO of

Belgaum city, a research project was discussed where the dealer wanted to know the

potential market available in Belgaum city to increase their sales by focusing in such

area. The study will provide solutions to some of the crucial points like the specific

region in Belgaum city from where the dealer can get additional customers, market status,

and factors which are given due significance by customers.

Hence based on the above explanation the project is briefed with a Research Title

as: “Identifying Potential Market for TATA Indicom SMART PCO in Belgaum City”.

AREA COVERED

The entire Belgaum City is considered in this study. Belgaum city is divided into

four areas by name AREA-1,AREA-2,AREA-3,AREA-4. The segmenting is done to

know specific region in which most of potential customers are existing.

AREA-1: AREA-2:

 Camp
 Angol
 Railway
 Udyambag
Station Area
 Vadgaon
 Samadevi Galli
 Shahpur
 Kirloskar Road

1
 AREA-3: AREA-4:

 Auto Nagar  Azam

 Shrinagar Nagar

 Shivaji  Club Road

Nagar  Khade

 Gandhi Bazar

Nagar
[Note (the areas also cover its nearby places)]

DATA COLLECTION APPROACH:

The information necessary for this research study is collected by tapping primary

and secondary sources. The sources are as follows:

Primary Sources:

a) Questionnaire

b) Personal interaction

Secondary Sources:

a) Related Information from Internet:

b) Books and Publications.

2
SELECTION OF SAMPLE:

 Population: Shops situated in Belgaum city.     

 Sampling Frame: Shops.

 Sampling Unit: shop owners.  

 Sampling Size: 100.

 Sampling method: Judgmental.

SELECTED METHOD FOR ANALYSIS & MEASUREMENT

TECHNIQUES:

The measurement and evaluation of the data is done using statistical tools and

techniques such as Simple Percentage Method and Graphical Representation with help of

data code sheet using SPSS software.

OBJECTIVES:

 To find out the potential markets for Tata Indicom coin box.

 To find out the areas where the Tata Indicom should give more focus.

 To find out the competitors position and their strategies.

 To give appropriate suggestions for improvement.

3
FINDINGS:

 Potential market found in this project for TATA Indicom SMART PCO is

AREA-1.

 While conducting the survey it is been found that most of the customers

were unaware about the TATA Indicom schemes.

 The shops which do not have a PCO are 23%.

 Reliance is offering 1 month validity along with the scheme at the cost of

Rs 79 only but TATA Indicom is offering validity of 10 days at a cost of

Rs100.

SUGGESTIONS

 TATA Indicom must improve its services.

 TATA Indicom needs to improve customer relations, to achieve it the

customers complaints must be solved as soon as possible.

 Areas where there is network and voucher non availability problems are

prevailing must be taken care seriously.

 The price of validity voucher must be reduced and its validity period must

be increase.

 AREA-1 is having potential customers so the company must concentrate

in this area.

4
  Company must take some steps to create awareness in the market.

SCOPE OF THE STUDY:

 This project is restricted to Belgaum city only.

 This project is only on the SMART PCO not for any other product

provided by the TATA Indicom.

 This project only reveals those areas where the potential market exists but

also the areas where the TATA Indicom is not performing well.

 Information given by respondents during the survey is considered to be

correct and true.

CONCLUSION:

The potential market identified for TATA Indicom SMART PCO is AREA-1.

Firm must concentrate in this AREA to improve its sales. During the survey it was also

found that most of the operators who have not chosen TATA Indicom feel that the TATA

Indicom is weak in rendering service.

5
 INTRODUCTION
This project is undertaken and submitted in partial fulfillment of the requirement

for the award of Master’s Degree in Business Administration. The project is associated

with marketing research and management.

The project includes a research study done at Belgaum City to Identifying

Potential market for TATA Indicom SMART PCO. This project will definitely help the

company and its sales person to understand the market in a better way and adjust its

function as per the requirement of the market. This research work will also help me to

gain practical knowledge by undertaking this project for a specified period of two months

from 15th May to July 14th, 2007.

In an informal meeting held with the dealer of TATA Indicom Smart PCO of

Belgaum city, a research project was discussed where the dealer wanted to know the

potential market available in Belgaum city to increase their sales by focusing in such

area. The study will provide solutions to some of the crucial points like the specific

region in Belgaum city from where the dealer can get additional customers, market status,

and factors which are given due significance by customers.

Thus the project chosen for research is “Identifying Potential market for TATA

Indicom SMART PCO in Belgaum city”.

6
PROCEDURE CARRIED OUT FOR SOLUTION:

The Belgaum city is a big area to identify a particular region more clearly as

potential market is a difficult task. So in this project the Belgaum city is divided into four

AREAS for the convenience and for the interpretation of the information collection

during the survey.

AREAS AND THEIR DESCRIPTION:

AREA-1:

• Angol

• Udyambag

• Vadgaon

• Shahpur

AREA-2:

• Camp

• Railway station area

• Samadevi Galli

• Kirloskar Road

7
AREA-3:

• Auto nagar

• Shrinagar

• Shivaji nagar

• Gandhi nagar

AREA-4:

• Azam nagar

• Club Road

• Khade Bazar

• Shahunagar.

[Note: The areas also cover its nearby places]

The sample size considered in this project is 100. From each AREA 25 samples

are taken. Every 20th shop in each area is considered as sample but based on judgment.

8
SCHEME OF TATA INDICOM SMART PCO TAKEN IN THIS

PROJECT IS AS FOLLOWS:

Bundled Coin Collection Box 2500 Package

The scheme is known as Bundled Coin Collection Box 2500 Package and the

investment by the operator per CCB is Rs 2500 only (Two Thousand Five Hundred only).

The entire amount of 2500 is towards a refundable, non-interest bearing security deposit

to be paid to TTSL (TATA Tele Service Limited). Any increase in the service tax, sales

tax or levy of any additional or other new taxes/duties will be born by the operator.

Components of CCB provided under the scheme

a. Network Interface Unit.

b. Coin Collection Box.

c. One triangular glow sign for visibility support (optional).

9
 The above items (a) to (c) are the properties of TTSL and are provided to the

operator as a facility by TTSL under the scheme to be retained by the operator until

termination of this agreement. Upon termination of the agreement due to any reason, the

operator shall duly return the said properties to TTSL. The operator shall be responsible

for safe keeping of the said properties of TTSL and to be held liable for any loss, damage

to the said properties at the time of return of the same. At the time of termination of this

agreement by either party the deposit amount shall be refunded to the operator after

deducting any damages to TTSL property and any outstanding against the operators

account.

Recharge Vouchers Applicable

Cost Return
Recharge Talktime
to operator on Investment
Voucher Options (Rs)
(Rs) %

CCB350 350 311.83

28

CCB600 600 534.57

43

CCB850 850 757.31

54

CCB1500 1500 1336.42

10
 67

CCB2000 2000 1781.90

72

Traffic Structure

The operator shall charge from the customer a traffic equal to what is laid down in

the following table. This traffic may be changed as per regulatory directions from time to

time by TTSL.

Call type Pulse rate Traffic per pulse rate

(Inclusive of service at

12.24%)

Local calls 60 seconds Re.1

Intracircle calls 60 seconds Re.1

Intercircle calls (STD) 20 seconds Re.1

Note: The pulse rate and the traffic are subject to change on the discretion of

TTSL.

11
 MARKET STATUS
BSNL:

Basically there are four players in the Belgaum market for PCO. BSNL is leader

and there is a competition prevailing among remaining for second place. BSNL provide

PCO only at a cost of Rs 1000 to the operators but at 30% flat commission and Rs300 as

monthly rental which is only a post paid scheme. It is excluding taxes. Whereas other

players have different schemes and commission slabs.

AIRTEL:

Airtel is providing both prepaid and post paid with the following slabs.

For post paid:

In the post the minimum rental for operator is 350 + (12.24% tax on coin

collected by operator)

Commission slab Percentage of commission

0 to 750 37

751 to 1750 40

1751 and above 42

The above amount starts after paying the minimum rental.

12
For prepaid:

In the prepaid there is no minimum rental.

The vouchers available are as follows

Voucher Percentage of profit

412 43

774 53

1448 67

The above vouchers are with validity of 1 month.

For getting Airtel prepaid connection the operators have to pay Rs 1112 out of

which 500 is deposit and 412 are currency, and Rs 200 SIM/Activation charges. Whereas

for getting Airtel post paid the operators has to pay Rs 1000 out of which Rs 500 are

deposit (refundable) and Rs 500 are installation charges. But in the both mentioned costs

of installation does not include the Coin Collection Box charges. Operator must purchase

it from outside or if want can get from the Airtel. Its charges ranges from Rs2200 to

Rs2500 differ model to model.

13
RELIANCE COMMUNICATION:

One of competitive player is Reliance which is providing PCO’s in prepaid

facility and have following slabs for commission to operators

Voucher Percentage of Validity

commission

Rs357 43 only Local 30 days

Rs 402 54 for STD Local 30 days

Rs 738 67 only local 60 days

Rs 900 60 only local 60 days

For getting Reliance PCO connection the operator has to pay Rs 2573 which

include 1800 for coin collection box, Rs738 talk time and Rs 35 for other charges.

TATA INDICOM:

The scheme is known as Bundled Coin Collection Box 2500 Package and the

investment by the operator per CCB is Rs 2500 only (Two Thousand Five Hundred only).

The entire amount of 2500 is towards a refundable, non-interest bearing security deposit

to be paid to TTSL (TATA Tele Service Limited). Any increase in the service tax, sales

tax or levy of any additional or other new taxes/duties will be born by the operator.

14
 Cost Return
Recharge Talktime
to operator on Investment
Voucher Options (Rs)
(Rs) %

CCB350 350 311.83

28

CCB600 600 534.57

43

CCB850 850 757.31

54

CCB1500 1500 1336.42

67

CCB2000 2000 1781.90

72

The pulse charges for all are same but for reliance and Airtel it differs. In

reliance only 1 voucher provide STD, whereas in Airtel there is no such facility.

Call type Pulse rate Traffic per pulse rate

(Inclusive of service at

12.24%)

Local calls 60 seconds Re.1

Intracircle calls 60 seconds Re.1

Intercircle calls (STD) 20 seconds Re.1

15
 STATEMENT OF THE PROBLEM

TITLE OF THE PROJECT:

“Identifying the potential market for the TATA Indicom SMART PCO in

Belgaum city”.

 Management Problem: unidentified potential market in Belgaum city.

 Research Problem: To find out the potential market area for TATA

Indicom’s SMART PCO in Belgaum city to improve sales.

OBJECTIVE OF THE STUDY

Main Objective:

 To find out the potential markets for Tata Indicom SMART PCO in

Belgaum city.

Sub-objectives:

 To find out the areas where the Tata Indicom should give more focus.

 To find out the competitors position and their strategies.

 To give appropriate suggestions for improvement.

 To get the practical knowledge of market.

16
 SCOPE OF THE STUDY

Scope is the boundary where this project is applicable and shows the areas where

it cannot be applied.

 This project is restricted to Belgaum city only.

 This project is only on the SMART PCO not for any other product provided by

the TATA Indicom.

 This project only reveals those areas where the potential market exists but also

the areas where the TATA Indicom is not performing well.

 Information given by respondents during the survey is considered to be correct

and true.

17
 TELECOM INDUSTRY IN INDIA
Year Events

1851 First Telephones in India

1943 Nationalization of Telephone companies

1985 Dot was created

1986 Creation of MTNL &VSNL

1991 Telecom equipped liberalized

1994 Licenses for paging

Telecom policy announced

Guidelines for private sector participation in basic services

Cellular licenses issued for metros

Tenders for 2nd operator in basic services apart form Dot on

circle basis

1995 VSNL launches internet services

1996 TRAI formed

1998 Internet policy announced

1999 New telecom policy announced

18
 In 1999, the Government of India authored a very forward looking National

Telecom Policy 1999 (NTP-1999), which acknowledged that access to

telecommunications is of utmost importance for the achievement of the country’s social

and economic goals. Availability of affordable and effective communication for the

citizens was the core vision and goal of this telecom policy. Since the announcement of

the Policy, the Government has undertaken various concrete steps to achieve the policy

objectives.

The migration from a fixed to a revenue share license regime provided the desired

relief to the private operators - earlier burdened by huge debts that they had to service

owing to their license fee commitments. This was the starting point of the cellular

revolution being witnessed in the country today, wherein almost 2 million lines are

getting added to the network every month.

One of the fastest growing sectors in the country, telecommunications has been

zooming up the growth curve at a feverish pace in the past few years. Indian

telecommunication firms added 6.3 million new subscribers in February 2007, taking the

total user base above 203 million. India has the sixth largest Network in the world.

Telecommunication has helped in developing India a leading Nation in the world.

19
 INTRODUCTION TO TATA GROUP

The Tata Group comprises 96 operating companies in seven business sectors:

information systems and communications; engineering; materials; services; energy;

consumer products; and chemicals. Jamsetji Tata founded the Group in the mid 19 th

century, a period when India had just set out on the road to gaining independence from

British rule. Consequently, Jamsetji Tata and those who followed him aligned business

opportunities with the objective of nation building this approach remains enshrined in the

Group's ethos to this day.

The Tata Group is one of India's largest and most respected business

conglomerates, with revenues in 2005-06 of $21.9 billion (Rs 967,229 million), the

equivalent of about 2.8 per cent of the country's GDP, and a market capitalization of

$51.3 billion. Tata companies together employ some 2, 46,000 people. The Group's 28

publicly listed enterprises among them stand out names such as Tata Steel, Tata

Consultancy Services, Tata Motors and Tata Tea — have a combined market

capitalization that is the highest among Indian business houses in the private sector, and a

shareholder base of over 2 million. The Tata Group has operations in more than 54

countries across six continents, and its companies export products and services to 120

nations.

20
 The Tata family of companies shares a set of five core values: Integrity,

Understanding, Excellence, Unity and Responsibility. These values, which have been part

of the Group's beliefs and convictions from its earliest days, continue to guide and drive

the business decisions of Tata companies. The Group and its enterprises have been

steadfast and distinctive in their adherence to business ethics and their commitment to

corporate social responsibility.

This is a legacy that has earned the Group the trust of many millions of

stakeholders in a measure few business houses anywhere in the world can match.

21
FIVE CORE VALUES OF TATA GROUP:

The Tata Group has always sought to be a value-driven organization. These

values continue to direct the Group's growth and businesses. The five core Tata values

underpinning the way we do business are:

 Integrity: We must conduct our business fairly, with honesty and

transparency. Everything we do must stand the test of public scrutiny.

 Understanding: We must be caring, show respect, compassion and

humanity for our colleagues and customers around the world, and always work for

the benefit of the communities we serve.

 Excellence: We must constantly strive to achieve the highest possible

standards in our day-to-day work and in the quality of the goods and services we

provide.

 Unity: We must work cohesively with our colleagues across the Group

and with our customers and partners around the world, building strong relationships

based on tolerance, understanding and mutual cooperation.

 Responsibility: We must continue to be responsible, sensitive to the

countries, communities and environments in which we work, always ensuring that

what comes from the people goes back to the people many times over.

22
 TATA TELESERVICES (TTSL)

Tata Teleservices (TTSL) spearheads the

Tata Group's presence in the Indian telecom

sector. Incorporated in 1996, the company was

the first to launch CDMA mobile services in

India (in the Andhra Pradesh circle).

With the acquisition of Hughes

Tele.com (India), now Tata Teleservices

(Maharashtra), in December 2002, the company

swung into expansion mode. TTSL currently

offers services under the brand name 'Tata

Indicom' in 20 circles in India: Andhra Pradesh, Chennai, Gujarat, Karnataka, Delhi,

Maharashtra, Mumbai, Tamil Nadu, Orissa, Bihar, Rajasthan, Punjab, Haryana, Himachal

Pradesh, Uttar Pradesh (East), Uttar Pradesh (West), Kerala, Kolkata, Madhya Pradesh

and West Bengal.

23
 TTSL, which heralded convergence technologies in the Indian telecom sector, is

today the market leader in the fixed wireless telephony market with a customer base of

over 2.68 million.

TTSL's telephony services include mobile services, fixed wireless phones (FWP),

public booth telephony and wireline services. Among its value-added services are voice

portal, roaming, post-paid internet services, three-way conferencing, group calling, wi-fi

internet services and data services.

24
 COMPANY PROFILE

Name of the Concern: - BARAFWALA & COMPANY

Address: - 11, High Street Camp

Belgaum-590 001

Type of Concern: - Authorized Dealer of TATA Indicom

PCO & STD.

Departments: - MIS, Sales, Complaint Handling.

Objective: - To be the Market Leader and Spread

the products in entire Belgaum City.

Competitors: - Reliance

BSNL

Airtel

25
Main Management Of the Co: - Mr. AZIZ .I. BARAFWALA

(Owner)

Mr. Asif .N. Todewale

(MIS Executive)

Importance: - Authorized Dealer helps customers to get

best service for their Products.

Phone no: - 0831-2437964

Fax: - 91-831-437964

26
 SAMPLING

Sampling is the selection of a fraction of the total number of units of interests to

decision makers for the ultimate purpose of being able to draw general conclusion about

the entire body of units.

The persons who designed the sampling plans for the research situations had to

answer the two basic questions involved in every sample design: “What kind of sample

should we take?” and “How large should it be”?

The kind of sample taken for this study report is non-probabilistic one. A

sampling technique in which units of sample are selected on the basis of personal

judgment or convenience, the probability of any particular member of the population

being chosen is unknown. The population is Shops situated in Belgaum city.

Several kinds of non-probability samples are in common use. They include

convenience, judgment, quota and purposive samples. Hence the sample taken for this

study is Judgmental which means the researcher selects the sample on its personal

judgment about some appropriate characteristics of the sample member with the size of

100.

27
 Sampling frame is the list of elements form which the sample may be drawn. In

this project the sampling frame is Shops.

The sampling unit is the single element or group of elements subject to selection

in the sample. Here in this project the sampling unit chosen is the shop owners.

SELECTION OF SAMPLE:

 Population: Shops situated in Belgaum city.     

 Sampling Frame: Shops.

 Sampling Unit: shop owners.  

 Sampling Size: 100.

 Sampling method: Judgmental.

28
 DATA COLLECTION

It is the stage in which the researcher collects the data. Many research techniques

involve many methods of data collection. The survey method as selected in this project

requires some form of direct participation by the respondent. The respondent is

participated by filling out a questionnaire and interacting.

1. PRIMARY DATA

Primary data is a first hand data collected by the researcher. It can be

collected through a number of different methods, and sometimes more than one can apply

to a single research problem. Following are the methods applied for collecting primary

data.

 Administrating Questionnaire

Questionnaire is a tool used in research project employing questioning. In this

project the entire survey is done through administrating such questionnaire.

 Personnel Interaction

It is one in which there is a face to face connect between interviewer and

respondent. The owner (Mr. Aziz Barafwala) and MIS Executive (Mr. Asif

Todewale) has played the role of respondent. The information gathered from them

is used for problem identification in the initial stage of project.

29
2. SECONDARY DATA:

Secondary data is the data which is already collected by some one else and which

is used for our study purpose. The secondary data is used as a source for information

relating to the schemes and the areas covered by the firm in Belgaum city. Following are

the sources of secondary data used in this project

 Pamphlets

The pamphlets provided the data about the schemes offered by the dealer in the

Belgaum city.

 Area charts:

Area chart is used for the research purpose is Belgaum heights for dividing the

market into four different areas.

 Websites

This data is used to know about the actual parent company’s position which is

assisted in drawing conclusion about the approach and the strategy to be used in

the project.

30
 ANALYSIS & INTERPRETATION

1. The usual flow of customers at your shop is

1. Less than 10 2. 10 to 20 3. More than 20

AREA-1 AREA-2

AREA-3 AREA-4

31
INTERPRETATION

AREA1: About 88% of the shops have more than 20 customers for coin box on a

particular day and remaining 12% say they have customers ranging 10 to 20 per day.

AREA 2: About 80% of the shops have more than 20 customers for coin box on a

particular day and remaining 20% say they have customers ranging 10 to 20 per day.

AREA 3: About 76% of the shops have more than 20 customers for coin box on a

particular day and remaining 24% say they have customers ranging 10 to 20 per day.

AREA 4: About 60% of the shops have more than 20 customers for coin box on a

particular day, 32% say they have customers ranging 10 to 20 per day and remaining 8%

say that they have customers less than 10 per day.

OVERALL

32
The usual flow of customers as visible in the frequency Stable is more than 20, which is

76% but 2 % which shows less than 10 customer must not be targeted by the firm.

2. Do you have a PCO at your shop?

1.Yes 2.No

AREA-1 AREA-2

AREA-3 AREA-4

33
INTERPRETATION

AREA 1: In this area 20% of the shops owners do not have a PCO at their shop and the

remaining 80% have a PCO at their shop.

AREA 2: In this area 12% of the shops owners do not have a PCO at their shop and the

remaining 88% have a PCO at their shop.

AREA 3: In this area 28% of the shops owners do not have a PCO at their shop and the

remaining 72% have a PCO at their shop.

AREA 4: In this area 32% of the shops owners do not have a PCO at their shop and the

remaining 68% have a PCO at their shop.

OVERALL
Do you have a PCO
Valid Cumulative
Frequency Percent
Percent Percent
Yes 77 77.0 77.0 77.0
Valid No 23 23.0 23.0 100.0
Total 100 100.0 100.0

34
Shops which have PCO is 77% but whereas 23% of shops do not have PCO, the 23% can

be a potential customers for TATA Indicom SMART PCO.

3. If No, would you like to have a PCO in your shop?

1. Yes 2. No

AREA-1 AREA-2

AREA-3 AREA-4

35
INTERPRETATION

AREA 1: In this area 40% of the shop keepers are not interested in having a PCO at their

shop where as the remaining 60% of the shop keepers are interested to have a PCO at

their shop.

AREA 2: In this area 33.3% of the shop keepers are not interested in having a PCO at

their shop where as the remaining 66.7% of the shop keepers are interested to have a

PCO at their shop.

AREA 3: In this area 71.4% of the shop keepers are not interested in having a PCO at

their shop where as the remaining 28.6% of the shop keepers are interested to have a

PCO at their shop.

AREA 4: in this area 75% of the shop keepers are not interested in having a PCO at their

shop where as the remaining 25% of the shop keepers are interested to have a PCO at

their shop.

OVERALL
If No would you like to have one
Valid Cumulative
Frequency Percent
Percent Percent
Yes 9 9.0 39.1 39.1
Valid No 14 14.0 60.9 100.0
Total 23 23.0 100.0
Missing System 77 77.0
Total 100 100.0

36
The shops which don’t have PCO are 23% out which 9 shop owners are agree to have

PCO of TATA Indicom.

4. Do you think a PCO /additional PCO in your shop can bring

some more business for you?

1. Yes 2. No

AREA-1 AREA-2

AREA-3 AREA-4

37
INTERPRETATION

AREA 1: In this Area 56% of the shop keepers do not feel that an PCO or an additional

PCO can bring in more business to the him, but where as the remaining 44% of the shop

keeper agree that an PCO can bring more business to him.

AREA 2: In this Area 88% of the shop keepers do not feel that an PCO or an additional

PCO can bring in more business to the him, but where as the remaining 12% of the shop

keeper agree that an PCO can bring more business to him.

AREA 3: In this Area 84% of the shop keepers do not feel that an PCO or an additional

PCO can bring in more business to the him, but where as the remaining 16% of the shop

keeper agree that an PCO can bring more business to him.

AREA 4: In this Area 76% of the shop keepers do not feel that an PCO or an additional

PCO can bring in more business to the him, but where as the remaining 24% of the shop

keeper agree that an PCO can bring more business to him.

OVERALL

38
Shop owners who are agree for additional/ a PCO is 24%, out which 10% are already
Do you think a PCO or Additional PCO in your shop can having a PCO at their shop.
bring some more business
Valid Cumulative
Frequency Percent
Percent Percent
5. If you have given an
Yes 24 24.0 24.0 24.0 option for PCO in your
Valid No 76 76.0 76.0 100.0 shop which option you
will select?
Total 100 100.0 100.0

1. Pre-paid 2. Post paid

AREA-1 AREA-2

AREA-3 AREA-4

39
INTERPRETATION

AREA 1: From the above graph we can see that if the shop keepers are given an option to

select from Post paid and Pre paid, 40 % of the shop keepers are willing to select Post

paid and remaining 60% of the shop keepers are preferring for Pre paid.

AREA 2: From the above graph we can see that if the shop keepers are given an option to

select from post paid and pre paid, 44 % of the shop keepers are willing to select Post

paid and remaining 56% of the shop keepers are preferring for Pre paid.

AREA 3: From the above graph we can see that if the shop keepers are given an option to

select from post paid and pre paid, 40 % of the shop keepers are willing to select Post

paid and remaining 60% of the shop keepers are preferring for Pre paid.

AREA 4: From the above graph we can see that if the shop keepers are given an option to

select from post paid and pre paid, 72 % of the shop keepers are willing to select Post

paid and remaining 28% of the shop keepers are preferring for Pre paid.

OVERALL
If you have given an option for PCO which option you will
select
Valid Cumulative
Frequency Percent
Percent Percent
Valid Pre-
54 54.0 54.0 54.0
paid
Post 46 46.0 46.0 100.0
paid

40
 Total 100 100.0 100.0
54% of the shop owners prefer prepaid facility which shows the possibility for growth to
TATA Indicom as it comes with only prepaid facility.

6. What influence you the most while selecting PCO Service

Provider?

1. After sales service 2.Return on investment (Profit)

3. Less cost 4.Others

AREA-1 AREA-2

AREA-3 AREA-4

41
INTERPRETATION
AREA 1: while selecting PCO the operators give preference to the following influencing

factors: After sales service 48%, Profit 32%, Less Cost 12%, and Other 8%. We can say

that the operators are more influenced by the After sales service as it constituted Highest.

AREA 2: while selecting PCO the operators give preference to the following influencing

factors: After sales service 28%, Profit 60%, Less Cost 8%, and Other 4%. We can say

that the operators are more influenced by the Profit as it constituted Highest.

AREA 3: while selecting PCO the operators give preference to the following influencing

factors: After sales service 48%, Profit 32%, Less Cost 12%, and Other 8%. We can say

that the operators are more influenced by the After sales service as it constituted Highest.

AREA 4: while selecting PCO the operators give preference to the following influencing

factors: After sales service 48%, Profit 48%, Less Cost 4%, and Other 8%. We can say

that the operators are more influenced by the After sales service and Profit as both

constituted Highest.

OVERALL
What influence you most while selecting PCO service
provider
Valid Cumulative
Frequency Percent
Percent Percent
Valid After
sales 43 43.0 43.0 43.0
service
Profit 43 43.0 43.0 86.0

42
 Less cost 9 9.0 9.0 95.0
Other 5 5.0 5.0 100.0
Total 100 100.0 100.0
After sales service and Profit are the basic factors which influence shop owners to while
selecting PCO service provider.

7. Which company’s PCO you would like to have?

1. Airtel 2. Reliance

3. TATA Indicom 4. BSNL

AREA-1 AREA-2

AREA-3 AREA-4

43
INTERPRETATION

AREA 1: 52% of the shop owners prefer to have TATA Indicom SMART PCO, whereas

28%, 8% and 12% prefer Airtel, Reliance, BSNL respectively.

AREA 2: 48% of the shop owners prefer to have BSNL, whereas 4%, 12% and 36%

prefer Airtel, Reliance, TATA Indicom SMART PCO respectively.

AREA 3: 60% of the shop owners prefer to have BSNL, whereas 0%, 8% and 32%

prefer Airtel, Reliance, TATA Indicom SMART PCO respectively.

AREA 1: 44% of the shop owners prefer to have TATA Indicom SMART PCO, whereas

12%,28% and 16% prefer Airtel, Reliance, BSNL respectively.

OVERALL
Which company’s PCO you would like to have
Valid Cumulative
Frequency Percent
Percent Percent
Airtel 11 11.0 11.0 11.0
Reliance 14 14.0 14.0 25.0
TATA
Valid 41 41.0 41.0 66.0
Indicom
BSNL 34 34.0 34.0 100.0
Total 100 100.0 100.0

44
Most of the customers prefer TATA Indicom SMART PCO and BSNL but in some

specific areas only. We can see AREA-2 and AREA-3 is dominated by BSNL whereas

AREA-1and AREA-4 is dominated by TATA Indicom SMART PCO.

8. If Prepaid (TATA Indicom). From the following which recharge voucher you
would select?

Cost to operator Talktime Profit

(Rs) (Rs) (Rs)

350 311.83
98 1

600 534.57
258 2

850 757.31 459 3

1500 1336.42 1005 4

2000 1781.90 1440 5

AREA-1 AREA-2

45
 AREA-3 AREA-4

INTERPRETATION

Area 1: In this Area voucher no 3 and voucher no 5 are being demanded more when

compared to other vouchers.

Area 2: In this Area voucher no 4 is demanded more when compared to other vouchers.

Area 3: In this Area voucher no 2 and voucher no 3 is demanded more when compared to

other vouchers.

Area 4: In this Area voucher no 2 is demanded more when compared to other vouchers.

46
OVERALL
If TATA Indicom from the following which voucher you would select ?

Frequency Percent Valid Percent Cumulative Percent

voucher 1 6 6.0 14.6 14.6

voucher 2 14 14.0 34.1 48.8
voucher 3 10 10.0 24.4 73.2
Valid
voucher 4 5 5.0 12.2 85.4
voucher 5 6 6.0 14.6 100.0
Total 41 41.0 100.0
Missing System 59 59.0
Total 100 100.0

The voucher 2 is being

demanded more in the
market. The reason behind
this may be at a lesser cost
higher profit. Voucher 2
approximately fetches Rs.
258 as profit i.e. 43% .

47
9. What do you like about the above selected Brand?

1. Brand Name 2. Service

3. Schemes 4. Other

AREA-1 AREA-2

AREA-3 AREA-4

48
INTERPRETATION

AREA 1: in this Area 48% of the shop owners selected the brand due because of it’s

schemes and 40% have selected the brand due to service provided by the company to

them.

AREA 2: in this Area 84% of the shop owners selected the brand due because of it’s

service and 16% have selected the brand due to schemes available with the company.

AREA 3: in this Area 52% of the shop owners selected the brand due because of it’s

service and 40% have selected the brand due to schemes available with the company.

AREA 4: in this Area 56% of the shop owners selected the brand due because of it’s

service and 36% have selected the brand due to

schemes available with the company.

What do you like about selected brand

Valid Cumulative
Frequency Percent
Percent Percent
Brand
4 4.0 4.0 4.0
Name
Service 58 58.0 58.0 62.0
Valid
Schemes 35 35.0 35.0 97.0
49
Other 3 3.0 3.0 100.0
Total 100 100.0 100.0
OVERALL
The operators are giving more importance to service while selecting the brand and next
preference is given for schemes.

10. What do you dislike about the TATA Indicom (if not chosen in 7th
question)?

1. Network coverage 2. Service

3. Schemes 4. Other

AREA-1 AREA-2

AREA-3 AREA-4

50
INTERPRETATION

AREA 1: the operators who have not selected TATA Indicom in 7 th Question because of

Service problem 53.8%, Schemes 15.4% and Other 30.8%.

AREA 2: the operators who have not selected TATA Indicom in 7 th Question because of

Service problem61.9%, Schemes 19%, Network problem 9.5% and Other 9.5%.

AREA 3: the operators who have not selected TATA Indicom in 7 th Question because of

Service problem 82.3%, Network 5.9% and Other 11.8%.

AREA 4: the operators who have not selected TATA Indicom in 7 th Question because of

Service problem 71.4%, Network 21.4% and Other 7.2%.

OVERALL
What do you dislike about TATA Indicom (if not chosen in 7th
question)?
Valid Cumulative
Frequency Percent
Percent Percent
Network
6 6.0 10.2 10.2
coverage
Service 43 43.0 72.9 83.1
Valid
Schemes 2 2.0 3.4 86.4
Other 8 8.0 13.6 100.0
Total 59 59.0 100.0

51
Missing System 41 41.0
Total 100 100.0
Most of the operators, who have not selected TATA Indicom, because they feel that the
service provided by the company is not up to the mark of the operators.

FINDINGS
1. AREA-1 has maximum potential customers for TATA Indicom SMART PCO, as

it constitutes 52% of total market at AREA-1. Therefore the potential market found in

this project for TATA Indicom SMART PCO is AREA-1.

2. The market leader is BSNL but while conducting the survey it is been found that

the customers were unaware about the TATA Indicom schemes but when they come

to know about their schemes most of them agree to go for TATA Indicom. The reason

behind this is TATA Indicom’s PCO comes with prepaid facility and the commission

margin is greatly higher than the BSNL.

3. BSNL is giving 30% as commission to the operator but whereas TATA Indicom’s

commission to operators varies from voucher to voucher it starts with 28% (CCB350)

but as the recharge amount increases the commission margin increases like at

CCB2000 operators commission is 72%, a much bigger rate than the BSNL.

4. About 76% of the operators say that the customers for coin box at there shop are

more than 20. This figure shows that the flow of customers is higher in the market at

the operators PCO.

52
5. The shops which do not have a PCO are 23% , it is not a small margin it is almost

1/4th of the total market the company can concentrate in this market and can improve

their sales.

6. Reliance is offering 1 month validity along with the scheme at the cost of Rs 79

only but TATA Indicom is offering validity of 10 days at a cost of Rs100. This kind

of scheme is not been offered by Airtel in prepaid and since BSNL is offering only

post paid scheme therefore it is not applicable.

7. TATA Indicom’s schemes are superior to any other brand but the service is the

major factor where it lacks and need improvement.

8. AREA-1 operators are very much influenced by the TATA Indicom schemes

therefore most part of this area agrees for getting TATA Indicom connection.

9. Operators who are already using TATA Indicom’s SMART PCO are facing the

problem of non availability of recharge vouchers in some specific areas, which

making them to switch to some other brand.

53
 SUGGESTIONS

1. TATA Indicom must improve its services.

2. There is a strong competition to survive in the market, TATA Indicom

needs to improve customer relations, to achieve it the customers complaints must

be solved as soon as possible.

3. Areas where there is network and voucher non availability problems are

prevailing must be taken care seriously.

4. The price of validity voucher must be reduced and its validity period must

be increase so that the operators who are facing the problem of slow business can

make use of the scheme in better way.

5. AREA-1 is having potential customers so the company must concentrate

in this area.

54
6. During the survey it is found that the most of the operators are unaware

about TATA Indicom’s SMART PCO schemes so the company must take some

steps to create awareness in the market.

7. Firm must ensure the supply of recharge voucher to be timely to operators.

8. In Gandhi Nagar area network problem exists it needs to be solved.

9. The initial deposit cost is high it must be reduced.

55
 CONCLUSION
The potential market identified for TATA Indicom SMART PCO is AREA-1.

Firm must concentrate in this AREA to improve its sales. During the survey it was also

found that most of the operators who have not chosen TATA Indicom feel that the TATA

Indicom is weak in rendering service.

TATA Indicom is having good scheme as in the survey it is found that most of the

shop owners are influenced by the schemes provided by TATA Indicom SMART PCO.

The reason behind this is the percentage of commission is highest than any other service

provider in Belgaum city. AREA-1 is a potential market for TATA Indicom SMART

PCO because most of the shop owners in this region selected TATA Indicom due to

higher profit margin.

Company is facing more competition from BSNL as it is the oldest player in the

market. The main strength of TATA Indicom is its schemes and brand name. Problem of

handing quires is weakness the company should concentrate more and come up with new

idea to overcome this problem.

56