INDIAN TELECOMMUNICATION

• Third largest telecom network in the world.

• Largest operator in INDIA is BSNL.

• INDIA’S mobile market is the fastest growing

market in the world.
 TATA DOCOMO
• TATA DOCOMO is from TATA Tele service LTD.

• TATA DOCOMO marks a significant milestone

in Indian telecom landspace.

• First mobile service provider to have second

pulse tariff.
 Ntt DOCOMO
• Worlds leading Japan based telecom
company.

• Over the years technologies of DOCOMO has

defined industry bench marks like 3G
technology.

• It is the global leader in value added services.

 TATA Telecommunications LTD.
• TATA telecom Incorporated in 1996.

• Tata Teleservices is the pioneer of the CDMA

1x technology platform in India.
 Objectives

• To know the awareness about the brand.

• To check quality of brand(i.e., connectivity etc).

• To study the unique product feature of brand.

• To know the impact of promotional activities on the purchasing behavior of the buyer.
 RESEARCH METHODOLOGY
• Primary Data:
Questionnaire

• Secondary Data:
internet, books

• Sample size:40
SWOT ANALYSIS

Strength
Weakness
Opportunities
Threats
 STRENGTHS
 First to introduce seconds’ tariff plan
(Seconds pulse).
 Brand image of Tata services.
 Large variety of plans.
 Plans are affordable by any common
persons.
 Type 
 Pulse rate 1 sec
 Price pack Rs 49
 Validity Life long
 Free airtime on pack(Rs) Rs 5
 

Local Rates Paise/sec

TATA DOCOMO 1
Tata CDMA 1
Other GSM 1
Landline/CDMA 1

STD Rates
TATA DOCOMO 2
Tata CDMA 2
Other GSM 2
Landline/CDMA 2
 WEAKNESS
 Signal strength.
 Post paid connections are not available
as of now.
 Customer service.
 Concentrating only on rural area.
 OPPORTUNITIES
• Have a great opportunity to expand its services.
• To introduce any new plans for internet users.
• Introduce 3G compatible services.
• To introduce new combined plans like SMS,
Internet, Calling integrated offers.
 THREATS
 If the signal strength is not increased it
may lead to change in the network
service by the customers.
 Tata has to clarify whether this 1ps/sec
will continue till its life cycle.
 Heavy competition from all other
network providers
 Competitive environment
• Telecom industry in India is dominated by
major companies like Airtel, Vodafone in GSM
services.
• Competition is very intense due to low
differentiation.
• India ended March this year with 391.76
million mobile lines and teledensity is around
36.98.
• Airtel enjoys 33.9% , Idea 11.6% Vodafone
19.6 and Tata CDMA has 7.2% of market share
respectively.
 MARKETING MIX

What is marketing mix?

The ‘marketing mix’ is a set of controllable

tactical marketing tools that work
together to achieve company’s objective.
 4p’s
What are 4ps ?
4ps is also called marketing mix.4ps consists of
• Product
• Price
• Place
• Promotion
 PRODUCT

• TATA DOCOMO having good range of

Services: Tata Docomo provides both postpaid
and prepaid services.
• TATA DOCOMO Quality network: Tata
DOCOMO having good quality network which
provide clarity in voice.
 PRICE
• It having attractive tariff plan: TATA
DOCOMO having 1paisa /sec it is applicable
for both prepaid and postpaid.
 PLACE
• It having good range of channels of
distribution: As Tata already exist in this field
of telecommunications as Tata Indicom. It has
wide range of channels of distribution to sell
TATA DOCOMO services
 Promotion
• Advertising: TATA DOCOMO following
different style of advertising pattern in TV’s
and newspapers. Due to that reason it was
reaching public very fast.
• Sales promotion: due to unique feature of
TATA DOCOMO it helps the sales people to
decrease burden.
If life changes in seconds why to pay
for minutes….???
Awareness of TATA DOCOMO
Information about TATA DOCOMO is
through?
Attractiveness of customers
towards TATA DOCOMO
Opinion regarding tariff plan
offered by TATA DOCOMO
Connectivity of TATA DOCOMO
Opinion towards paisa/second pulse
Ratings of TATA DOCOMO
Suggest others to take TATA
DOCOMO
 Suggestions
• Increase network coverage: Few of customers not satisfy with net
work coverage. If Tata increase more towers more customers are
satisfy
• Increase download speed of internet: the download speed of Tata
Docomo is very slow. If it increases speed of download it may
increase the brand image
• Concentrate on SMS tariff: No difference from the competitors
SMS tariff if it made slight changes it will attract more customers
• Avoid black marketing of Sim’s by dealers: due to doing black
marketing the brand image decreases
• More customer service centers are requiring: More customer
service centers are require meeting the desires of customers.
 CONCULSION

• Tata Docomo has good brand image.

• It was the first company to introduce the
seconds pulse.
• It has a good future if it improves the signal
levels.
• It has good promotion in the market.
 BIBLIOGRAPHY
BOOKS:
 Marketing management : Philip Kotler
 Business Research Methods: Donald R
Cooper
WEBSITES:
 www.TATADOCOMO.com
 www.mbaforum.com
 www.marketingpractise.blogspot.com