a study on marketing strategies of tata docomo

A STUDY ON MARKETING STRATEGIES OF TATA DOCOMO

TELECOM SECTOR IN INDIA:

More 150 million (Approx) telephones network is one of the largest communication networks in

the world, which continues to grow at a blistering pace. The rapid growth in the telecom sector

can be attributed to the various pro-active and positive policy measures taken by the government

as well as the dynamic and entrepreneurial spirit of the various telecom service providers both in

private and public sector. The telecom sector has shown impressive growth during the past

decade. Today more two striking features of this growth VIZ. Increasing preference for mobile

phones and higher contribution of private sector in the incremental growth have pre-

dominated the telecom sector. The share of mobile phones (including WLL mobiles.) has

overtaken the shares of landlines with 93% (Approx) in the total number of phones. The private

sector contribution also increasing rapidly. Currently more than 80 lakhs phones are being used

added each month and it is targeted that by the total number of phones may reach a level of 700

millions taking the tele-density to more than 60% which is currently at 55% (Approx).

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"The implementation of the National Telecom Policy of 2012 is a positive step. But its

immediate impact will be limited," said Mahesh Uppal, director of a telecom consultancy firm,

Com First. "The current controversies of 2G (second generation) and 3G (third generation)

telecom services have less to do with policy and more with the process. Those disputes cannot be

resolved by changes in policy," Uppal told IANS h wants to raise its stake beyond 64.38 per

cent. Investment is a priority for the sector but not foreign equity, per se," said Uppal.

Experts said telecom players were looking for market capitalization and consolidation."The

operators have started to focus on subscriber quality and have done away with the lucrative

dealer commissions and promotional minutes. After 2008, for the first time, India has witnessed

a surge in voice tariff," said Jaideep Ghosh, partner witn KPMG.

NETWORK EXPANSION:

The total number of telephone subscribers has reached 563.24 million at the end of February as

compared to 281.62 million. The overall tele-density has increase to 71.26% in February.

WIRELESS SERVICE:

The wireless segment saw a surge of 17.4 million subscribers last month compared to 8.20

million in December 2011. This pushed the total wireless subscriber’s base to 680.8 million by

January.

WIRELINE SUBSCRIBERS:

The wire line segment subscriber base stood at 99.73 million with a decrease of 0.16 million at

the end of January.

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TELEDENSITY:

The gross subscriber’s base reached 600.83 million at the end of March. The tele- density is

24.63% at the end of January as compared to 18.31% at the end of March registering an increase

0f 6%.

BROADBAND

Broadband subscription reached 15.13 million in May 2013 from 15.09 million in April 2013.

Provide affordable and reliable broadband-on-demand by the year 2015.

To Provide fiber connectivity to 2,50,000 Gram panchayats thru BBNL

Requirement of massive infrastructure in broadband.

INCREASING ROLE OF PRIVATE SECTOR:

The private sector has played a significant role in the growth of telecom sector. The share of

private sector has rise 85% in December from 64.14% in November.

TARIFF REBALANCING MEASURES:

There has been a dramatic fall inconsiderably in recent months especially for cellular services.

The long distance domestic as well as international charges have also fallen considerably.

TELECOM REGULATORY AUTHORITY OF INDIA (TRAI):

TRAI was established under the Telecom Regulatory Authority Of India Act, 1997 enacted on

March 28, 1997. The goals and objective of TRAI are focused towards providing a regulatory

framework that facilitates achievement of the objective of New Technology Policy (NTP) 1999.

TRAI has endeavoured to encourage greater corporation in the telecom sector together with

better quality and affordable prices.

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About TATA DOCOMO

Tata Docomo is Tata Teleservices Limited's telecom service on the GSM platform-arising out of

the Tata Group's strategic alliance with Japanese telecom major NTT Docomo in November

2008. Tata Teleservices has received a license to operate GSM telecom services in 19 of India's

22 telecom Circles-and has also been allotted spectrum in 18 telecom circles. Of these, it has

already rolled out services in all the 18 Circles that it received spectrum in from the Government

of India-Tamil Nadu, Kerala, Orissa, Karnataka, Andhra Pradesh, Maharashtra, Mumbai,

Madhya Pradesh-Chhattisgarh, Haryana-Punjab, Kolkata, Rest of West Bengal, Jharkhand,

Bihar, UP (East), UP (West), Gujarat, Himachal Pradesh and Rajasthan.

Tata Docomo has also become the first Indian private operator to launch 3G services in India,

with its recent launch in all the nine telecom Circles where it bagged the 3G license. In

association with its partner NTT Docomo, the Company finds itself suitably positioned to

leverage this first-mover advantage. With 3G, Tata Docomo stands to redefine the very face of

telecoms in India. Tokyo-based NTT Docomo is one of the world's leading mobile operators-in

Japan, the company is the clear market leader, used by nearly 55 per cent of the country's mobile

phone users.

NTT Docomo has played a major role in the evolution of mobile telecommunications through its

development of cutting-edge technologies and services. Over the years, technologists at Docomo

have defined industry benchmarks like 3G technology, as also products and services like i-Mode,

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e-wallet and a plethora of lifestyle-enhancing applications. Last year itself, while most of the rest

of the industry was only beginning to talk of 4G technology and its possible applications,

Docomo had already concluded conducting 4G trials in physical geographies, not just inside

laboratories! Docomo is a global leader in the VAS space, both in terms of services and handset

designs, particularly integrating services at the platform stage. The Tata Group-NTT Docomo

partnership will see offerings such as these being introduced in the Indian market through the

Tata Docomo brand. Tata Docomo has also set up a ‘Business and Technology Coordination

Council', comprising of senior personnel from both companies. The council is responsible for the

identification of key areas where the two companies will work together. Docomo, the world's

leading mobile operator, will work closely with the Tata Teleservices Limited management and

provide know-how to help the company develop its GSM business.

On the CDMA platform, despite being the latest entrant, Tata Indicom has already established its

presence and is the fastest-growing pan-India operator. Incorporated in 1996, Tata Teleservices

is the pioneer of the CDMA 1x technology platform in India. Today, Tata Teleservices Ltd,

along with Tata Teleservices (Maharashtra) Ltd, serves over 84 million customers in more than

450,000 towns and villages across the country, with a bouquet of telephony services

encompassing Mobile Services, Wireless Desktop Phones, Public Booth Telephony and Wireline

Services.

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SCOPE OF STUDY

1. To identify the difference type of market performance of TATA DOCOMO.

2. To study the market of Docomo of marketing strategies, manufacturing process, technology

adopted, Production Company on big scale telecommunication sector.

3. To compare various parameters policy, export scenario, collaboration, advertising, future

prospect for the Tata Docomo and government policies.

4.To study the level of customer satisfaction in Docomo.

5.To study customer buying behaviour and factors which influence the purchase decision

process.

6.To study consumer preferences.

7.To study the consumer trend in telecommunication sector.

8.To study competitive marketing strategies adopted by Tata Docomo.

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OBJECTIVE OF STUDY

1.To study the schemes and services provided Tata Docomo

2.To study the Tarrif charged by Tata Docomo

3.To study the unique features and services provided by Tata Docomo

4.To study SWOT analysis of Tata Docomo

5.To know the impact of purchasing behavior of the buyer

6.To study the customer satisfaction level regarding the services proided by Tata

Docomo

7.To know the customer preference for specific services

8.To identify the cost reduction factor

METHODOLOGY

It means the tools or methods used for collecting the data from the field . The data is

collected in two ways

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PRIMARY DATA : it is the first hand data collected directly from the field

DIRECT INTERVIEWS

- The study will be carried out in Kasaragod

- primary data will be collected through questionnaire

- The authoritative person and administrative staff will be interviewed directly to gather required

information

SECONDARY DATA :The secondary data which is collected initially for some other purpose

- Extensive library research

- various websites

- books magazines and newspapers

SAMPLING DESIGN : which Involves sample unit , sample size, sample technique The

study titled Market Analysis on TATA DOCOMO was carried out in Kasaragod district of Kerala

state. to know the Market analysis of Tata Docomo.

Kasaragod has been selected as the study area as it is one of the good market for Telecom. Over the

years the district has seen an increase in the level of income and standard of living of the people..

All these factors have led to increase in Telecom sector.

SAMPLE UNIT : The targets who will be interviewed is the consumers and employees of

the company and the manager

SAMPLE SIZE: the number of interviewers may differ on the number of customers and

the no of respondents are to be 50.

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SAMPLE TECHNIQUE :

- Forming questionnaire

- Random sampling techniques

- Direct questions to the customer

Design of the Questionnaire:

The questionnaire was drafted using open ended questions, close ended and multiple choice

questions. Care was taken to see that as far as possible. No ambiguous questions were asked.

The questions were simple and easy to understand. Lengthy questions were avoided.

SOCIAL RELEVANCE

The study of Market Analysis on Tata Docomo has a great social relevance and contribution to

the society. The market is providing tata telecom to the consumers, the consumers can make the

choice of their own which is attractive and useful to them. It recommends appropriate strategies

to the marketers for the success of their brand. This study will helps the people to get a better

knowledge about the mobile sim cards with different offers which is available in Indian market.

LIMITATION

- In the view of the limited time available for the study.

-This study was conducted only in kasaragod. This may not give a generalized conclusion

-The respondents were less interested in answering the questionnaire. As they felt that it

was an interruption to their regular work.

-The conclusions are based on the opinions expressed by the customers. Hence they

cannot be assured to unbiased or true representation of reality

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CHAPTER SCHEME

CHAPTER 1- INTRODUCTION : To give brief of the industry and the research topic ,

conceptual framework, statement of the problem , scope of the study , objectives of the

study , research methodology , sample design limitations of the study , social relevance and

chapter scheme.

CHAPTER 2- COMPANY PROFILE : to give brief history of the company , locations ,

organization structure , operation and unique features of the unit

CHAPTER 3- REVIEW OF THE LITERATURE: to review the articles investigates for the

purpose of the study.

CHAPTER 4 - THEOTRICALPERSPECTIVES OF THE STUDY : before the start of the

project all the surveys as to be done , there should be a hypothesis

CHAPTER 5 - ANALYSIS AND INTERPRETATIONS: examinations all the charts and

statistical analysis used for the study

CHAPTER 6 - FINDING, SUGGESTIONS, CONCLUSIONS: this is to give conclusion after

the study and to suggest the company for ways to improve after our analysis.

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BRIEF HISTORY

Tata Docomo is Tata Teleservices Limited's TTSL telecom service on the GSM platform arising

out of the Tata Group's strategic alliance with Japanese telecom major NTT Docomo in

November 2008. Tata Teleservices has received a pan-India license to operate GSM telecom

services, under the brand Tata Docomo and has also been allotted spectrum in 18 telecom

Circles. TTSL and has already rolled out its services in various circles. The launch of the Tata

Docomo brand marks a significant milestone Indian telecom landscape, as it stands to redefine

the very face of telecoms in India. Tokyo-based NTT Docomo is one of the world's leading

mobile operators-in the Japanese market, the company is clearly the preferred mobile phone

service provider with a 50 percent market share. NTT Docomo has played a major role in the

evolution of mobile telecommunications through its development of cutting-edge technologies

and services. Over the years, technologists at Docomo have defined industry benchmarks like 3G

technologies, as also products and services like the i-mode TM, mobile payment and a plethora

of lifestyle-enhancing applications. Today, while most of the rest of the industry is only

beginning to talk of LTE technology and its possible applications, Docomo has already started

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conducting LTE trials in physical geographies, not just inside laboratories! Docomo is also a

global leader in the VAS (Value Added Services) space, both in terms of services and handset

designs, particularly integrating services at the platform stage. The Tata Group-NTT Docomo

partnership will see offerings such as these being introduced in the Indian market under the Tata

Docomo brand. Tata Docomo has also set up a 'Business and Technology Cooperation

Committee, comprising of senior personnel from both companies. The committee is responsible

for identification of the key areas where the two companies will work together. Docomo, the

world’s leading mobile operator will work closely with Tata Teleservices Limited management

and provide know- how on helping the company develop its GSM business. Despite being a late

entrant, Tata Indicom, TTSL's CDMA brand, has already established its presence and is the

fastest-growing pan-India operator. Incorporated in 1996, Tata Teleservices Limited is the

pioneer of the CDMA 1x technology platform in India. Today Tata Teleservices Limited, along

with Tata Teleservices (Maharashtra) Ltd, serves over 37 million customers in more than

320,000 towns and villages across the country offering a wide range of telephony services

including Mobile Services, Wireless Desktop Phones, Public Booth Telephony and Wire line

Services.

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HISTORY

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 14 of India’s 22 telecom Circles in a quick

span of under six months. The company plans to launch pan-India operations by the end of FY

2009-10. Tata Docomo marks a significant milestone in the Indian telecom landscape, and has

already redefined the very face of telecoms in India, being the first to pioneer the per- second

tariff option-part of its ‘Pay for What You Use’ pricing paradigm. 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% of the country’s mobile phone users. Tata Docomo is part of the

Indian conglomerate Tata Group. The company received the license to operate GSM services in

nineteen telecom circles and was allotted spectrum in eighteen of these circles and launched GSM

services on 24 June 2009.

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Corporate Philosophy

With the aim of creating a new world of communications culture, we NTT Docomo will devote

all the skills, know-how and energy towards the establishment of more "personal

communication" with our customers that contribute to their heartfelt satisfaction.

A New World of Communications Culture

More personal communication

Reliable access

Real time access

E-communication One-to-one “personal

This gives birth to a new world of communications culture

Freedom to enjoy communications anytime, anywhere with anyone

Opening of endless lifestyle horizons

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Launched 3G Network

On 5 November 2010, Tata Docomo became the first private sector telecom company (third

overall) to launch 3G services in India, with a 20 city launch. Tata Docomo's HSPA+ 3G

network, set up with the assistance of NTT Docomo, supports high-speed internet access with

speeds of up to 21.1 Mbit/s. The network also supports high definition voice for superior quality

voice calls.On July 19, 2011, Docomo and Aircel entered into a roaming agreement for 3G

services to jointly roll out 3G networks in the circles where they both have spectrum. In the

spectrum auction held last year, Aircel won 3G spectrum in 13 of India's 22 circles (service

areas), while Tata Docomo was awarded 3G licenses in nine circles. This deal would give both

companies 3G coverage in 19 telecom circles of India. They will not have coverage on 3 circles -

Delhi, Himachal Pradesh and Mumbai.Still the companies have three circles in common -

Karnataka, Kerala and Punjab.On December 14, 2011, Docomo ended its agreement with Aircel.

Both operators ended the deal after the Department of Telecom said that such 3G arrangements

were illegal, as the pacts violate licence terms and conditions. Tata Docomo and Aircel currently

have bilateral roaming agreements to allow their subscribers to seamlessly use 3G on roaming.

Docomo had about 1.5 million 3G subscribers as of May 201115 | P a g e

http://en.wikipedia.org/wiki/Aircel

http://en.wikipedia.org/wiki/NTT_Docomo

http://en.wikipedia.org/wiki/Evolved_HSPA


TATA DEVICES

TATA PHOTON MAX Wi-Fi

TATA PHOTON Wi-Fi HUB

TATA PHOTON MAX

TATA PHOTON PLUS

TATA PHOTON 3G+

TATA PHOTON 3G

TATA PHOTON WHIZ

TATA WALKY OLIVE V-FC 9300

TATA WALKY HUAWEI F203

TATA PHOTON MAX Wi-Fi16 | P a g e


Wi-Fi sharing for up to 5 devices

With Tata Photon Max Wi-Fi you can connect through 5 Wi-Fi devices !! Connect your Tablet,

Your Spouse Mobile, Children Smartphone all through just 1 Photon Max Wi-Fi Connection.

With Tata Photon Max Wi-Fi you get the advantage of high speed internet in a few easy steps.

Just plug in your Tata Photon Max to the computer, follow a few simple installation process and

get ready to enjoy internet speeds of up to 6.2 Mbps!

The best coverage

Operation at a frequency of 800 MHz, Tata Photon Max Wi-Fi super hero in your palms.It

penetrates walls so that you get superior indooe connectivity

TATA PHOTON Wi-Fi HUB

Enjoy up to 7.2 Mbps downlink speed

Dual mode – Get fast internet even nn 3G areas with Tata Photon plus service

Share with multiple users, connect up to 5 devices at the same time

TATA PHOTON MAX

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Photon max offers data transfer and acces to internet speeds up to 6.2 Mbps

Connects directly to the Photon Max Network with easy installation and activation

Photon Max operates at a frequency of 800 MHz which can penetrate better

TATA PHOTON PLUS

Photon plus offers data transfers and acces to internet at speeds up to 3.1 Mbps

Now you can connect to the Photon plus Prepay&Postpay network with easy installation

& activation via Photon Maps

No additional roaming charges across 306 cities in India where Photon Plus coverage is

available

TATA PHOTON 3G+

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Plug and play

Enhanced signal strength with receive diversity

Large storage

USB 2.0 high speed

Enjoy HD gaming

TATA PHOTON 3G

Powered with blazing speeds

Flash drive with 32 GB data storage

Enjoy HD gaming

View and Download videos

One touch access to multiple Emails

TATA PHOTON WHIZ

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Photon Whiz offers data transfers and access to internet at speed up to 153.6 Kbps

Connect directly to the Tata Docomo kn CDMA network

Actual in ternet speed will depend on multiple factor

TATA WALKY OLIVE V-FC 9300

Internet Connectivity

Alarm

Powerful Battery Backup

Tons of other Intelligent features

TATA WALKY HUAWEI F203

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3-Way conference

Alarm

Powerful Battery Backup

Tons of other features

Vision

To develop Tata Docomo into a world class Indian Telecommunication brand connecting the

people..

Mission

To Be the most admired multi-national Indian Telecommunication company providing

world class service to the people which the people love.

Create an organization that people enjoy working for, doing business with and investing

in.

The Logo and its meaning

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Tata Docomo – Do the new

“Do the new” is the tagline of Tata’s GSM service.

You will never see a brand (NTT DoCoMo) which has only 26% stake dominate 74% (did not

measure) of the logo. NTT DoCoMo a Japanese telecom company holds 26% stake in Tata

Teleservices Limited. And the new brand which came out of this is Tata Docomo.

If there is one brand that most Indians know then it is salt-to-software maker – Tata. Tata

Docomo messes with that very brand by giving it a lesser real estate. And guess what – it has

worked. Just like the name Tata, DoCoMo has a rhyming name too.

Market Competitors of Tata Docomo:

Airtel

Reliance Communication

BSNL

Idea

Aircel

Vodafone

SERVICES & NETWORK AVAILABLE

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http://img1.trak.in/wp-content/uploads/2009/07/TataDoCoMo.jpg


Currently, Tata Docomo mobile services available in these following circles:

NETWORK AVAILABLE

Bihar & Jharkhand

Tamil Nadu

Orissa

Andhra Pradesh

Karnataka

Kerala

Kolkata

Maharashtra & Goa

Madhya Pradesh

Chhattisgarh

Haryana

Chennai

Eastern Uttar Pradesh

Western Uttar Pradesh

Punjab

Rajasthan

PLANS

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o Internet Plans

MRP(Rs.) Free Usage Details Validity DaysPost Free Data Usage

Charges

249 3 GB 45 10p/ 10KB

159 1.25 GB + 0.25 GB 30 10p/ 10KB

148 1.25 GB + 0.25 GB 25 10p/ 10KB

139 1 GB 30 10p/ 10KB

126 1 GB 25 10p/ 10KB

95 750 MB 21 10p/10KB

69 500 MB 12 10p/10KB

37 300 MB 8 10p/ 10KB

31 250 MB 5 10p/ 10KB

26 150 MB 5 10p/ 10KB

16 100 MB 3 10p/ 10KB

5*** 25 MBTill midnight on

day of recharge10p/ 10KB

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o SMS & Voice call Plans

(Best plan @ Rs. 899)

Plan

Monthly Rental (Rs.) 899

Call charges

Local Unlimited calls

STD Unlimited calls

ISD ISD tariff details

SMS charges

Local SMS Rs.0.6/ SMS

National SMS Re.1.2/ SMS

International SMS Rs.5/ SMS

Data charges

Home 1p/ 1kb for 1st 30 MB

Post which 1p/ 10kb

Roaming

1p/ 1kb for 1st 30 MB

Post which 1p/ 10kb on On-Net

roaming & 10p/10kb on Off- Net

roaming

International Roaming for International Roaming tariff details

National Roaming

chargesOutgoing Local

1.2p/ sec. on On-Net roaming

Re.1/ min. on Off-Net roaming

Outgoing STD 1.2p/ sec. on On-Net roaming

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Rs.1.5/ min. on Off-Net roaming

LOCATION:

TATA DOCOMO STORE LTD

Malabar Square,

New Bus stand,

Kasaragod p.o : 671121

In the showroom there are well-trained and efficient work force and the much needed

sophisticated infrastructure to cater the demands of the customers round the clock. Tata Docomo

showroom was launched at Kasaragod in June 2010. Within a short span they were able to

expand their operations and established their unique presence in the entire district, they have

recently started their operations at all the small towns in Kasaragod district. Their focus is to

provide the customers with a unique sale and service experience and their mission is to be with

them always and ensure a life- long association with their organization. Tata Docomo thank all

their customers for their patronage and blessings and also for successful ongoing journey of Tata

Docomo.

Operations

Tata Docomo believe that the secret of company’s achievements is in giving their

customers what they desire, and their belief in the implementation of up-to-minute

techniques and resources in their operations. This, in turn, has helped the company in

creating cost effective, state of the art solution, which stress on modern trends and

customer need. The group’s main motto is to customer satisfaction guaranteed provide our

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clients with the highest value for their money, coupled with an international level of style

and treatment .

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ORGANISATION STRUCTURE

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UNIQUE FEATURE OF UNIT

In an agreement to jointly create an inspirational business model for mCommerce, country's

leading telecommunications company, Tata Docomo has enrolled IT titan, Infosys as its

technology partner for Tata Docomo money

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-The Giant in Telecom Industry Tata Docomo partners with Singapore-based mobile content

service provider Novosol to offer sports value added services (VAS). This partnership estimates

the revenue to Rs.500 Crores yearly.

-Tata Docomo, Axis Bank in deal to provide mobile banking services in un-banked areas

-Bharti and Qualcomm announce partnership for 4G

-Tata Docomo ranks first in terms of subscriber in Cellular Operators Association of India

(COAI)

-Tata Docomo signs agreement with Opera Software Country's largest telephone services

provider, Tata Docomo, has entered into an agreement with Opera Software to allow its

subscribers to access the latters unique proxy-server-based browser on their mobile phones.

-Tata Docomo mulls expansion in Malawi; may invest up to $25 Millions

-Tata Docomo gets Euro Finance Treasury award

-Walmart likely to stay with Bharti for new Indian multi-brand retail Joint Venture

-Telecom giant Tata Docomo introduced the world first intercontinental roaming facility, which

would offer free incoming calls to African businessmen, tourists and students while travelling in

India, Sri Lanka and Bangladesh, said the media reports.

-Tata Docomo launches an Emergency Alert Service for its customers to alert message with

location details to 10 different mobile numbers.

STATISTICS

Third largest telecom network in the world.

Largest operator in INDIA is BSNL.

INDIA’S mobile market is the fastest growing market in the world.

World’s leading Japan based Telecom Company.

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Over the years technologies of DOCOMO has defined industry bench marks like 3G

technology.

o It is the global leader in value added services.

TATA telecom Incorporated in 1996.

Tata Teleservices is the pioneer of the CDMA 1x technology platform in India. Deep

involvement in the launch of 3G has inspired us to create an infrastructure that will

allow people and all kinds of objects to communicate a wealth of information.

Extended systems will link the home, the office and any number of other locations to

bring greater convenience to all aspects of everyday life. For the future, it is our aim

to incorporate information gathered by all five senses to achieve an array of services

far beyond anything envisaged to date.

NTT DOCOMO is already making rapid progress in such areas through a wide range

of innovative research, building expertise and techniques as we move forward

towards exciting new business opportunities.

Innovating dreams

Our goal is to create a broad array of exciting new services. Services that will bring

undreamed-of convenience to people everywhere.

In addition to Audio Barcodes and 3D Display System introduced in this website,

cutting edge technologies beyond the imagination are already under development.

These include a system that makes distant objects feel like an extension of the human

body for ultra realistic experiences, and advanced chips that will allow items such as

household appliances to communicate. What's more, we are actively realizing 4G

technology such as MIMO (Multiple-Input-Multiple-Output) multiplexing

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technology and a wireless access communications system, as well as contributing to

the establishment of specifications for global standardization.

Researchers at NTT DOCOMO have a clear vision of the future. A future that will

unite all of the above advances and many more, to create a world where people can

communicate at a higher level, regardless of time and space

Telecom industry in India is dominated by major companies like Tata Docomo,

Vodafone in GSM services.

Competition is very intense due to low differentiation.

India ended March this year with 391.76 million mobile lines and tele density is

around 36.98.

Tata Docomo enjoys 33.9%, Idea 11.6% Vodafone 19.6 and Tata CDMA has 7.2%

of market share respectively.

PRICE

o It having attractive tariff plan: TATA DOCOMO having 1paisa /sec it is

applicable for both prepaid and postpaid.

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Developing an integrative model of internal and external marketing(2013)

Author : Ahmed Shahriar Ferdous, Carmel Herington & Bill Merrilees

The purpose of this paper is to propose a model which presents an expanded view of the

beneficial impact of internal marketing (IM) in organizations. The model innovatively proposes

links between the development of internal market orientation, internal marketing programs and

external market orientation and external marketing programs. As a significant novel contribution

to knowledge, this model advocates a continual process of improvement as marketing knowledge

develops. Such an approach to the development of the marketing programs within an

organization potentially increases business success and competitive advantage. The model has

implications for organizational management, where internal marketing programs are desirous.

Future research opportunities are suggested, including assessment of the model.

The role of marketing managers' commitment and involvement in marketing strategy

implementation(2013)

Author : B. Ramaseshan, Asmai Ishak & Fazlul K. Rabbanee

This study examines the role of marketing mangers' commitment and involvement in

implementing marketing strategies. The data were collected from marketing managers of

different organizations who had implemented a strategic marketing plan in the last five years.

The study reveals that marketing mangers' commitment towards strategy implementation has a

significant positive impact on organizational performance. Innovative culture, top management

support and job autonomy were considered to be the key antecedents of managers' commitment.

All three antecedents were found to have significant positive impact on commitment. In addition,

commitment was found to partially mediate the links of top management support and autonomy

with organizational performance. It was also found that marketing managers' involvement

moderates the relationship between job autonomy and managers' commitment. The managerial

implications are discussed.

A review of the relationships and impact of market orientation and market positioning on

organisational performance(2013)

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Author : Charles Blankson, Kirsten Cowan, John Crawford,Stavros Kalafatis, Jaywant

Singh & Stanley Coffie

The debate concerning the importance of adopting a market orientation in collaboration with

market positioning strategies has gone on for years. Nevertheless, on their own, market

orientation and market positioning do not guarantee profitable firm performance unless

marketers employ and integrate both on a long-term basis. Achieving this synergy is somewhat

problematic owing to focus on short-term operational exigency, as well as the lack of research

identifying the relationship between the two concepts. This review fills the gap in the literature

by answering two questions: What is the relationship between firm market orientation capability

and firm market positioning strategies? How does this relationship impact the performance of

organisations? The article sheds light on these issues and contributes to the debate by proposing

relationships between positioning strategy and market orientation. Furthermore, the researchers

propose how positioning mediates the relationship between market orientation and business

benefits.

The digital era requires new knowledge to develop relevant CRM strategy: a cry for

adopting social media research methods to elicit this new knowledge(2013)

Author : Sarah Quinton

To develop strategies for customer relationship management further insight informed by research

is required to address the step-change brought about by the digitalised consumer environment.

The central proposition is that the digital environment, emphasising social media, could be

further employed as both the site and also the tool for research, thereby creating valuable new

knowledge from which to develop strategy. Consumers now have multi-modal relationships with

businesses as well as each other, many of which are digital and exist across social media

platforms. Strategic marketing needs to respond to the digital era by embracing social media

informed research. This discussion paper encourages marketing scholars to consider employing

new social media and digital research methods that include the co-creation of research with

consumers. More relevant output is likely through the employment of social media and co-

creational research, upon which contemporary CRM strategy can be formulated.

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Improving market orientation: the theory of constraints-based framework(2013)

Author : Mahesh C. Gupta , Gurjeet Kaur Sahi & Hardeep Chahal

The existing literature affirms an improved payoff in business performance when a business unit

displays a high degree of market orientation (MO). However, the literature is still scarce in

providing market managers a systematic and effective mechanism for implementing and

improving market orientation. In this paper, we propose a framework based on the theory of

constraints (TOC) as a mechanism to achieve an optimal degree of market orientation and

thereby accomplish the ultimate goal of maximising business (financial, employees and

customers-related) outcomes. We discuss how three dimensions – methodology, measures and

mindset – of the framework relate to market orientation using a well-known TOC case study.

Finally, we conclude our paper with research directions for further strengthening the relationship

between MO and TOC and making market orientation truly a firm-wide endeavour as intended

and acknowledged in the marketing literature.

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TABLE NO. 4.1

Table shows the analysis of the respondents according to the age

AGE RESPONDENTS PERCENTAGE

15-20 18 36

20-25 10 20

25-30 10 20

30 & above 12 24

TOTAL 50 100

Chart 4.1 shows the analysis of the respondents according to the age

36%

20%20%

24%

AGE

15-2020-2525-3030 & above

SOURCE : PRIMARY DATA

INTERPRETATION

As per the above the survey it can be seen that :

36% respondents ages are in between 15 – 20

20% respondents ages are in between 20 – 25

20 % respondents ages are in between 25 – 30

24% respondents ages are in between 30 and above

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TABLE NO 4.2

Table shows the analysis of the respondents on the basis of Gender

GENDER RESPONDENTS PERCENTAGE

Male 28 56

Female 22 44

TOTAL 50 100

Chart 4.2 shows the analysis of the respondents on the basis of Gender

Male56%

Female44%

GENDER

MaleFemale


INTERPRETATION

Above diagram shows that 56% of male users and the remaining 44 % are the female users of

the Tata Docomo

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TABLE NO 4.3

Table shows the analysis of the respondents according to their Occupation

OCCUPATION RESPONDENTS PERCENTAGE

Student 13 26

Employee 22 44

Business 12 24

Other 3 6

TOTAL 50 100

Chart 4.3 shows the analysis of the respondents according to their Occupation

Student Employee Business Others0

20

40

60

26%

44%

24%

6%

OCCUPATION


INTERPRETATION

Above diagram shows that 26 percent of users are the students , 44 percent comes under the

employee, 24 percent of respondent comes under business and the remaining 6 percent are

others

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TABLE NO 4.4

Table shows the analysis of the respondents according to the users of Mobile phone

USERS RESPONDENTS PERCENTAGE

Less than 1 year 5 10

1-2 year 15 30

2-3 year 18 36

More than 3 year 22 44

TOTAL 50 100

Chart4.4 shows the analysis of the respondents according to the users of Mobile phone

Less than 1 year 1-2 year 2-3 year More than 3 yaer0

5

10

15

20

25

30

35

40

45

50

10%

30%36%

44%


INTERPRETATION

In this above diagram it shows the years of using the Tata Docomo:

Thus 10 percent group of people comes under the category of less 1years , 30 percent are under

the group of 1 – 2 years, 36 percent group of people comes under the category of 2 – 3 years

and remaining 44 percent under more than 3 years

TABLE NO 4.5 39 | P a g e

RESPONDENTS


Table shows the analysis of the respondents according to the purpose of using services.

PURPOSE RESPONDENTS PERCENTAGE

Personal use 15 30

Business use 5 10

Both 30 60

TOTAL 50 100

Chart 4.5 shows the analysis of the respondents according to the purpose of using mobile

services.

Personal use30%

Business 10%

Both60%

Personal useBusiness useBoth


INTERPRETATION

In this above diagram it shows the purpose of using the Tata Docomo:

Thus 30 percent group of people using the Tata Docomo for the purpose of personal use , 10

percent of people using for business use as well remaining 60 percent group of people comes

under the category of both

TABLE NO: 4.6

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RESPONDENTS


Table shows the analysis of the respondents according to the awareness of tele

communication services

AWARENESS RESPONDENTS PERCENTAGE

Yes 40 80

No 10 20

TOTAL 50 100

Chart 4.6 shows the analysis of the respondents according to the awareness of tele

communication services

Yes No0

10

20

30

40

50

60

70

80

90

100

80%

20%


INTERPRETATION

This above chart shows opinion on which aware of tele communication service, thus maximum

number of people were responded positively about 80 percent and remaining 20 percent

responded negatively.

TABLE NO: 4.7

Table shows the analysis of the respondents according to Prefered services of networks

41 | P a g e

RESPONDENTS


PREFERED SERVICES RESPONDENTS PERCENTAGE

2G 32 64

3G 18 36

TOTAL 50 100

Chart 4.7 shows the analysis of the respondents according to Prefered services of networks

2G

3G

0

10

20

30

40

50

60

70 64%

36%

RESPONDENTS


INTERPRETATION

In this above chart, it shows the opinion of the respondents about their prefered services and the

respond is 64 percent of people are using 2G network service and the remaining 36 percent of

people are using 3G network service.

TABLE NO: 4.8

Table shows the analysis of the respondents according to different types of connections.

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CONNECTIONS RESPONDENTS PERCENTAGE

Pre-paid 35 70

Post paid 15 30

TOTAL 50 100

Chart 4.8 shows the analysis of the respondents according to different types of connections.

Pre-paid70%

Post-paid30%

Pre-paidPost paid


INTERPRETATION

This above chart shows different kinds of service provided by Tata Docomo as post-paid and

pre-paid Thus which figure shows 70% of respondent are using pre-paid connection and the

remaining 30% are using the post-paid connection.

.

TABLE NO: 4.9

Table shows the analysis of the respondents on users of Tata photon sevices.

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RESPONDENTS


COMMENT RESPONDENTS PERCENTAGE

Yes 28 56

No 22 44

TOTAL 50 100

Chart 4.9 shows the analysis of the respondents users of Tata Photon services

No44%

yes56%

YesNo


INTERPRETATION

This above chart shows opinion on users of Tata photon services thus the majority of people

were using the photon services about 56 percent and rest of 44 percent were not.

TABLE NO: 4.10

Table shows the analysis of the respondents according to the users of internet services

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RESPONDENTS


COMMENT RESPONDENTS PERCENTAGE

YES 37 74

NO 13 26

TOTAL 50 100

Chart 4.10 shows the analysis of the respondents according to the users of internet services

YES

NO

0 10 20 30 40 50 60 70 80

74%

26%

RESPONDENTS


INTERPRETATION

This above chart shows the opinion about users of internet services, in that 74 percent of people

are using internet services and remaining 26 percent of people were not aware of internet.

TABLE NO: 4.11

Table shows the analysis of the respondents opinion on the basis of calling at customer care

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OPINION RESPONDENTS PERCENTAGE

YES 39 78

NO 11 22

TOTAL 50 100

Chart 4.11 shows the analysis of the respondents opinion on the basis of calling at customer

care

78%

22%

RESPONDENTS

YESNO


INTERPRETATION

In this above chart, it shows the opinion of the respondents about calling at customer care and the

result is 78 percent of people are use to call at customer care and the remaining 22 percent of

people are not use to call at customer care.

TABLE NO: 4.12

Table shows the analysis of the respondents reason for call at customer care

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REASON RESPONDENTS PERCENTAGE

VALUE ADDED SERVICES 14 28

INFORMAYION REGARDING

NEW SCHEMES

5 10

COMPLAING 26 52

OTHER QUERRIES 5 10

TOTAL 50 100

Chart 4.12 shows the analysis of the respondents reason for call at customer care


INTERPRETATION

In this above chart, it shows the opinion of the respondents about what the reason they call at

customer care , thus which shows highest number of people are use to call for complaining

reason about 50percent , 28 percent of people call for the reason is value added services , 10

percent of people calls to know information regarding new schemes and remaining 10 percent

calls for other querries.

TABLE NO: 4.13

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VALUE ADDED SERVICES

INFORMAYION REGARDING NEW

SCHEMES

COMPLAING OTHER QUERRIES0

10

20

30

40

50

60

28

10

52

10

RESPONDENTS


Table shows the analysis of the respondents according how much people spend for mobile

services per month

SPENDING RESPONDENTS PERCENTAGE

Below Rs.100 2 4

Rs.100-200 8 16

Rs.200-400 10 20

Rs.400 above 30 60

TOTAL 50 100

4.13 shows the analysis of the respondents according how much people spend for mobile

services per month

Below Rs.100 Rs.100-200 Rs.200-400 Rs.400 above0

10

20

30

40

50

60

4%

16%20%

60%


INTERPRETATION

In this above diagram which shows the detail of people spend on mobile service per month :

4 percent of users comes under the group below Rs 100 , 16 percent of users comes under the

group of Rs 100- 200 , 20 percent of users comes under the group of Rs 200-400 and remaining

60 percent under the group of Rs 400 and above

TABLE NO: 4.14

48 | P a g e

RESPONDENTS


Table shows the analysis of the respondents according to the purchase decision of the

customer

PURCHASE DECISION RESPONDENTS PERCENTAGE

Price&Discount 28 56

Network coverage 5 10

Customer services 12 24

Any others 5 10

TOTAL 50 100

Chart 4.14 shows the analysis of the respondents according to the purchase decision of the

customer

Price&Discount

Network coverage

Customer services

Any others

0 10 20 30 40 50 60

56

10

24

10


INTERPRETATION

In this above chart it shows the opinion of the respondents about purchase decision on Tata

Docomo and the respond is 56 percent of people looking for the price and discount, 10 percent

on the base of network coverage , 24 percent on the base of customer service , the remaining 20

percent comes under the category of any other

TABLE NO: 4.15

49 | P a g e

RESPONDENTS


Table shows the analysis of the respondents according to different sales schemes

SALES SCHEME RESPONDENTS PERCENTAGE

Recharge offer 25 50

Value Added Services 5 10

Discount scheme 15 30

Any other 5 10

Chart 4.15 shows the analysis of the respondents according to different sales schemes

Recharge offer Value Added Services Discount scheme Any other0

10

20

30

40

50

6050

10

30

10


INTERPRETATION

In this above chart it shows the opinion of the respondents about the sales schemes while

purchasing any connection thus which shows highest number of people focuses on the recharge

offer about 50 percent , 10 percent of people focus on value added service and 30 percent on

discount scheme and remaining others

TABLE NO: 4.16

50 | P a g e

RESPONDENTS


Table shows the analysis of the respondents according to satisfactory level of Tata Docomo

SATISFACTORY LEVEL RESPONDENTS PERCENTAGE

Satisfied 20 40

Unsatisfied 13 26

Very satisfied 7 14

Very unsatisfied 10 20

Chart 4.16 shows the analysis of the respondents according to satisfactory level of Tata

Docomo

Satisfied47%

Unsatisfied19%

Very satisfied20%

Very unsatis-fied14%

SatisfiedUnsatisfiedVery satisfiedVery unsatisfied


INTERPRETATION

This above chart shows us the clear responds of the satisfactory level of Tata Docomo

connection the above responds say that 47% are satisfied with quality of service and 20% say

that they are very satisfied with the product and around 14% are very unsatisfied with the

connection and remaining 19% are unsatisfied

TABLE NO: 4.17

51 | P a g e

RESPONDENTS


Table shows the analysis of pricing policy of Tata Docomo

PRICING POLICY RESPONDENTS PERCENTAGE

VERY GOOD 18 36

GOOD 16 32

POOR 12 24

VERY POOR 4 8

TOTAL 50 100

Chart 4.17 shows the analysis of pricing policy of Tata Docomo

VERY GOOD GOOD POOR VERY POOR0

5

10

15

20

25

30

35

40

3632

24

8

RESPONDENTS


INTERPRETATION

In this above diagram which shows the giving rank to pricing policy of Tata Docomo ,thus

figure shows 36 percent of people given the rank of very good,32 percent of people comes

under the group of Good,24 percent of people comes under the category of Poor and remaining 8

percent are comes under the group of Very poor.

TABLE NO: 4.18

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Table shows the services of Tata Docomo

SERVICES RESPONDENTS PERCENTAGE

Sms sevices 14 28

Voice based services 10 20

GPRS 10 20

STD & Local call services 16 32

TOTAL 50 100

Chart 4.18 shows the services of Tata Docomo

Sms sevices Voice based services GPRS STD & Local call services

0

5

10

15

20

25

30

35

40

28

20 20

32


INTERPRETATION

This above chart shows us the different services of Tata Docomo, the above responds say that 28

percent of people are like sms services,20 percent of people are like Voice based services,20

percent of people are like GPRS services and remaining 32 percent of people are goes for STD &

Local call sevices .

FINDINGS

53 | P a g e

RESPONDENTS


From the study it was found that more than 36% respondents are from the age between

15-20 and more than 20% from 25‐30.

It is found that 56% of respondents were male.

It is found that 44% of respondents were employees.

It is found that 44% of respondents were using the mobile for more than 3

years.

It is found that 60% of respondents were using service for both personal and

business use.

It is found that 80% of respondents were aware of telecommunication

service.

It is found that 64 % of respondents use 2G network.

It is found that 70% of respondents have prepaid connection.

It is found that 78% of respondents obtain the customer care services.

It is found that 52% of respondents use customer care services to register

their complaints.

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It is found that 60% of respondents spend more than Rs 400 per month for

mobile services.

It is found that 56% of respondents preferred Tata Docomo for cheap rates

and discounts provided by the company.

It is found that 50% of respondents looks at recharge offers of the company.

It is found that 47% of respondents were satisfied by the service provided by

the company.

It is found that 36% of respondents view the pricing policy of Tata Docomo

as very good.

It is found that 32% of respondents use the service for STD and local calls.

55 | P a g e


SUGGESTIONS

The network coverage is another asset for the company’s image, which needs to be

preserved in future.

The overall image of the customer care services was found to be good but with some

loopholes related to delays in problem solving.

The company should be more prompt in handling the queries and problem of the

customer, which is vary essential for the prepaid card so as to retain the customers with

the company in future.

The customer care executives should be more efficient in handling the customer and also

more friendly and polite their conversation, while dealing with the customer.

Call rates is affordable so it should be maintained at this level.

Many people are using mobile, but majority of them are not aware of the technology they

are using. Many times it happens that a person doesn’t know which technology satisfied

his need. Hence awareness should be created among them regarding advantages and

differences in the technology.

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CONCLUSION

After analysis and interpretation of the data it can be concluded that Tata Docomo is

providing a broad range of various schemes ranging from international calling to hello tunes.

This is the critical factor to attract various customers. Wide range of schemes is also leading

to increase in number of customers with rapid pace for Tata Docomo. Tariff charges

introduced by the Tata Docomo are found to be cheaper than other services. Tata Docomo has

emerged as a giant killer due to their tariff plans and heading towards the position of

dominator.

Tata Docomo is providing some unique features and services like pay per second, SMS per

character, pay per site plans that are making them being different from their competitors.

Awareness of the Tata Docomo is spreading widely among people due to their promotional

activities. Buyers are now insisting for cheaper plans or threatening out. Majority of the

customers are satisfied with the services of the Tata Docomo and they are not ready to switch

on to other service providers.

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a study on marketing strategies of tata docomo

Documents

private sector contribution

role of private sector

telecom players

public sector

growth of telecom sec

national telecom policy

generation telecom services

telecom consultancy