final project report - philemon

8/7/2019 FINAL PROJECT REPORT - Philemon

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CHAPTER 1

Introduction to theCompany

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INTRODUCTION TO THE COMPANY

1.1: TATA GROUP

Tata Teleservices Limited spearheads the Tata Groups presence in thetelecom sector. The Tata Group had revenues of around USD 70.8 billion in

Financial Year 2008-09, and includes over 90 companies, over 363,039 employees

worldwide and more than 3.5 million shareholders. The TATA name has been

respected in India for 140 years for its adherence to strong values and business

ethics.

The business operations of the TATA Group currently encompass seven

business sectors: communications and information technology, engineering,materials, services, energy, consumer products and chemicals. The Groups 27

publicly listed enterprises have a combined market capitalisation of some $60 billion,

among the highest among Indian business houses, and a shareholder base of 3.2

million. The major companies in the Group include TATA Steel, TATA Motors, TATA

Consultancy Services (TCS), TATA Power, TATA Chemicals, TATA Tea, Indian

Hotels and TATA Communications.

The Groups major companies are beginning to be counted globally. TATA

Steel became the sixth largest steel maker in the world after it acquired Corus. TATA

Motors is among the top five commercial vehicle manufacturers in the world and has

recently acquired Jaguar and Land Rover. TCS is a leading global software

company, with delivery centres in the US, UK, Hungary, Brazil, Uruguay and China,

besides India. TATA Tea is the second largest branded tea company in the world,

through its UK-based subsidiary Tetley. TATA Chemicals is the world's second

largest manufacturer of soda ash. TATA Communications is one of the world's

largest wholesale voice carriers.

In tandem with the increasing international footprint of its companies, the

Group is also gaining international recognition. Brand Finance, a UK-based

consultancy firm, recently valued the TATA brand at $11.4 billion and ranked it 57th

amongst the Top 100 brands in 11 the world. Business week ranked the Group sixth

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amongst the .World's Most Innovative Companies and the Reputation Institute, USA,

recently rated it as the World's Sixth Most Reputed Firm.

Founded by Jamsetji TATA in 1868, the TATA Group's early years were

inspired by the spirit of nationalism. The Group pioneered several industries of national importance in India: steel, power, hospitality and airlines. In more recent

times, the TATA Group's pioneering spirit has been showcased by companies like

TATA Consultancy Services, India's first software company, which pioneered the

international delivery model, and TATA Motors , which made India's first

indigenously developed car, the Indica , in 1998 and recently unveiled the world's

lowest-cost car, the TATA Nano , for commercial launch by end of 2008.

The TATA Group has always believed in returning wealth to the society itserves. Two thirds of the equity of TATA Sons, the TATA Groups promoter

company, is held by philanthropic trusts which have created national institutions in

science and technology, medical research, social studies and the performing arts.

The trusts also provide aid and assistance to NGOs in the areas of education,

healthcare and livelihoods. TATA companies also extend social welfare activities to

communities around their industrial units. The combined development-related

expenditure of the Trusts and the companies amounts to around 4 per cent of theGroup's net profits.

Going forward, the Group is focusing on new technologies and innovation to

drive its business in India and internationally. The Nano car is one example, as is the

Eka supercomputer (developed by another TATA company), which in 2008 is ranked

the world.s fourth fastest. The Group aims to build a series of world class, world

scale businesses in select sectors. Anchored in India and wedded to its traditional

values and strong ethics, the Group is building a multinational business which willachieve growth through excellence and innovation, while balancing the interests of

its shareholders, its employees and wider society.

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1.2: TATA TELESERVICES LIMITED

Brand Name: TATA Indicom

Brand Ambassador: Kajol (Bollywood actress) and Cricketers Irfan Pathan

and

Yousuf Pathan

Network: CDMA 2000-1x

Network Coverage: 22 Telecom circles

Subscriber base: > 70million

Market Share: 10-15%

Subscriptions: Post Paid, Pre Paid, internet facility

Tata Teleservices Limited spearheads the Tata Groups presence in the

telecom sector. The Tata Group had revenues of around USD 70.8 billion in

Financial Year 2008-09, and includes over 90 companies, over 363,039 Employees

worldwide and more than 3.5 million shareholders.

Incorporated in 1996, Tata Teleservices is the pioneer of the CDMA 1x

technology platform in India. It has embarked on a growth path since the acquisition

of Hughes Tele.com (India) Ltd [renamed Tata Teleservices (Maharashtra) Limited]

by the Tata Group in 2002. It launched mobile operations in January 2005 under the

brand name Tata Indicom and today enjoys a pan-India presence through existing

operations in all of Indias 22 telecom Circles. The company is also the market leader

in the fixed wireless telephony market. The companys network has been rated as

the Least Congested in India for five consecutive quarters by the Telecom

Regulatory Authority of India through independent surveys.

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 Groups strategic alliance with Japanese telecom major NTT

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DOCOMO in November 2008. TATA DOCOMO has received a pan-India license to

operate GSM telecom services and has also been allotted spectrum in 18 telecom

Circles. The company has rolled out GSM services in 17 of Indias 22 telecom

Circles in the quick span of less than a year. The company plans to launch pan-India

operations by the end of FY 2010-11. TATA DOCOMO marks a significant milestone

in the Indian telecom landscape, and has already redefined the very face of telecom

in India, being the first to pioneer the per-second tariff option part of its Pay for

What You Use pricing paradigm. Tokyo-based NTT DOCOMO is one of the worlds

leading mobile operators in the Japanese market, the company is the clear market

leader, used by over 50 per cent of the countrys mobile phone users.

Tata Teleservices operates under five different brands Tata Indicom(CDMA services), Tata DOCOMO (GSM services), Virgin Mobile, Tata Walky

(which is the brand for fixed wireless phones), Tata Photon (the Companys brand

that provides a variety of options for wireless mobile broadband access) and T24 .

TTSL recently entered into a strategic partnership agreement with Indian retail giant

Future Group to offer mobile telephony services under a new brand name T24 on

the GSM platform. The exciting new brand was unveiled in February and it has

commenced the GSM operations under the brand name T24 in Andhra Pradesh and

will roll out services in other circles shortly.

Today, Tata Teleservices Ltd, along with Tata Teleservices (Maharashtra)

Ltd, serves nearly 70 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.

In December 2008, Tata Teleservices announced a unique reverse equity

swap strategic agreement between its telecom tower subsidiaries, Wireless TT Info-Services Limited, and Quippo Telecom Infrastructure Limited with the combined

entity kicking off operations with 18,000 towers, thereby becoming the largest

independent entity in this space and with the highest tenancy ratios in the industry.

Today, the combined entity has a portfolio of nearly 35,000 towers.

TTSLs bouquet of telephony services includes mobile services, wireless

desktop phones, public booth telephony, wire line services and enterprise solutions.

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Over the last few months, Tata Teleservices industry-best and innovative

offerings have gained industry-wide recognition and the Year 2010 saw TTSL add

many notable accolades to its name. TTSL was named The Best Emerging Markets

Carrier by Telecom Asia, and received 8 awards at the World HRD Conference,

including 5th Best Employer in India. The company also received 3 awards at the

Telecom Operator Awards 2010 from Tele.net; Best Company, CEO of the Year and

Best Quality of Service, and Business Standard award for

Most Innovative Brand of the Year.

RETAIL

The company's retail business has around 3,000 outlets nationally;

comprising 600 TTSL owned stores and around 2,500 stores in the Franchisee

format. Tata Indicom already covers the top 700 towns in India in terms of population

through Tata Indicom Exclusive Stores .

1.3: Innovative Retail Concept of the Year -Tata Teleservices

Limited

The Global Jury of Asia Retail Congress has chosen Tata Teleservices Ltd as

the WINNER of this years Innovative Retail Concept of the Year, part of the Reid &

Taylor Awards for Retail Excellence, 2009. The award is being given to Tata

Teleservices Limited for spearheading a unique trend in online retailing with the

launch (in January 2008) of an online store i-choose for experiencing and

purchasing mobile connections.

Asia Retail Congress is represented by 60 countries from across different

parts of the world it is a non-profit making activity, aimed at the professional cause

of development and growth.

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i-choose provides customers the ultimate convenience of buying Tata Indicom

post-paid connections at a click of the mouse, with an upfront commitment of

activation and free doorstep delivery of the working handset within three working

days. The service, which is accessible across India, was conceptualized by the Tata

Teleservices Limited marketing team to ensure a leisurely and satisfying shopping /

gifting experience.

The award recognizes the many firsts that i-choose brings to TTSL and its

consumers, viz

TTSL is the first service provider to introduce an online retail store; i-choose

empowers consumers to conduct research, compare and select from a wide range of

handsets, tariff plans and value-added services, and offers the ultimate inconvenience;

Customers get to choose their preferred mobile number;

Post-paid connections are accessible across the country at the click of a mouse;

Upfront commitment of free delivery and activation within three working days;and

Accessed simply by logging in to www.ichoose.in

i-choose has been developed by Tata Teleservices to empower consumers

to make an informed and well-researched choice from a wide range of Tata Indicom

handsets, tariff plans and value-added services. Customers can compare and select

the appropriate tariff plan, handset and value-added packs to suit their personal

requirements and lifestyle demands. The e-shop is easy to navigate with a clutter-

free design format and ensures convenience, even for a first-time Internet-user.

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1.4: CULTURE, VALUES, VISION

Culture

Where adding value to the markets, customers and communities we serve is

business as usual.

Values

Service and business at Tata Communications is guided by a commitment to ethicaland responsible conduct.

Integrity: Trust travels, must conduct our business fairly, with honesty and

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

Understanding: Open the world, 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.

Flexibility: Act agile, work to create, design and grow in an environment that

supports our customers and people with adaptive thinking and action.

Excellence: Go the distance, 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: Journey as one, must work cohesively with our colleagues across the

Group and with our customers and partners around the world, building strongrelationships based on tolerance, understanding and mutual cooperation.

Responsibility: Advance life, 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.

Vision

Deliver a new world of communications to advance the reach and leadership of

our customers.

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Commitment

Invest in building long-lasting relationships with customers and partners and

lead the industry in responsiveness and flexibility.

Strategy

Build leading-edge IP-leveraged solutions advanced by our unmatched global

infrastructure and leadership in emerging markets.

1.5: BOARD OF DIRECTORS

Mr. Ratan N. Tata

Designation: Chairman

Company: Tata Teleservices Ltd.

Mr. K. A. Chaukar Designation: Managing Director

Company: Tata Industries Ltd.

Mr. Anil Kumar Sardana

Designation: Managing Director

Company: Tata Teleservices Limited

Mr. I. HussainDesignation: Director

Company: Tata Sons Ltd.

Mr. N. S. Ramachandran

Designation: Director,

Company : Tata Teleservices Ltd.

Mr. N. Srinath

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Designation: CEO & MD

Company: Tata Communications Ltd.

Dr. Mukund Govind Rajan

Designation: Managing Director

Company: Tata Teleservices Maharashtra Ltd.

Mr. Anuj Maheshwari

Designation: Director

Company: Temasek Holdings Advisors

India Pvt Ltd., ("THAIPL")

Mr. Toshinari Kunieda

Designation: Senior Vice President

Managing Director Global Business Division

Company: NTT Docomo, INC.

Mr. Kiyoshi Tokuhiro

Designation: Senior Vice President

Managing Director of Network Department


Mr. Kazuto Tsubouchi

Designation: Executive Vice President

Chief Financial Officer


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1.6: AWARDS TO THE COMPANY

TTSL has won the Global HR Excellence Award 2009 under the Institution

Building Category by World HRD Congress .

TTSL has won the Global HR Excellence Award 2009 under the Institution

Building Category by World HRD Congress in its Annual Award Ceremony held on

6th Feb 09. 63 Indian and Multinational Organizations participated in various

Categories of the HR Excellence Awards. Delegates from over 60 countries

participated in the event organized by World HRD Congress, which is a renowned

conglomerate which drives HR excellence through Employer branding, HR research,

and Best HR and People development practices.

Various Institution Building Initiatives of TTSL like Trainee Scheme,

Mentoring, Gyan Tarang, Tata Indicom Theme Leadership Initiative (TITLI),

Promising Practices, Darpan Employee Engagement Model etc were appreciated

by Senior Industry Leaders who were part of the jury. We thank all employees of

TTSL who have collectively made this possible.

TTSLs PROJECT DRISHTI BAGS 2ND NATIONAL TELECOM AWARD

Joint initiative by Tata Teleservices Ltd and the National Association for the

Blind provides viable employment opportunities for the disabled and visually-challenged New Delhi, May 16, 2008: On the occasion of World Telecom Day, Tata

Teleservices Ltd, the fastest-growing telecom service provider received the 2nd

National Telecom Award 2008 for connecting with the physically challenged through

project Drishti. In an event organized by the Telecom Equipment Manufacturers

Association (TEMA), Mr. Navin Chadha, Chief Information Officer (CIO), Tata

Teleservices, received the award from the Union Minister for Communications & IT,

Mr. Thiru A Raja. Accepting the award, Mr. Chadha, CIO, who is also the ProjectManager for Drishti, said: I would like to convey my gratitude to the entire team at

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TTSL & NAB for marking this noble initiate a huge success. Project Drishti is bringing

new hope and opportunities to thousands of people who live with visual disabilities.

In fact, the success of Project Drishti has set the roadmap for implementing similar

projects at a national level. Infusing good corporate citizenship has always been at

the core of our business. We always strive to make a positive contribution to

communities by supporting a wide range of socioeconomic, educational and health

initiatives. Project Drishti is one of our several projects under the Corporate

Sustainability initiative", Mr. Chadha added.

Drishti is a Corporate Sustainability initiative of TTSL, an enterprising idea to

help the visually challenged become self-reliant, economically-independent, self-

confident and bread-winners for their families. A dedicated team at TTSL trains theagents and mentors them for personality development, voice modulation, handling

customers, etc. The first pilot project was set up in Mumbai with 10 visually-

challenged individuals making outbound calls to Tata Teleservices customers and

educating them on various schemes, offers and promotions. Today, there are 20

agents working at the call center and plans are on the anvil to add 10 more. With its

growing popularity and demand, Tata Teleservices also plans to initiate this project

in New Delhi.

The initiative functions on the basis of an internally developed software

Interactive Voice Response (IVR). This software records customer updates in

specific formats as it identifies errors and omissions made by the agents, thereby,

taking up the responsibilities of a supervisor. It enables the visually-challenged

agents to work as efficiently as any other customer service agent providing

complete guidance and the required help to the caller.

Innovative Retail Concept of the Year - Tata Teleservices Ltd.

IT Service Provider of The Year Award .

Telecom Operator Awards 2010 from Tele.net :-

Best Company,

CEO of the Year and

Best Quality of Service and Business Standard award for Most

Innovative Brand of the Year.

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1.7Go Green

It gives great pleasure to inform you that Tata Teleservices Limited (TTSL)

has become one of the few Companies in the country that has a streamlined andeffective process for recycling of e-was

As a responsible Tata Group company, TTSL is committed to reducing its

carbon footprint and recognizes that being a Telecom service provider, indirectly

responsible for generating some quantities of e-waste; both on account of building

business (i.e., increase in the number of cell phone users) as well as conducting

business operations (computers, peripherals etc). In order to minimize the adverse

impact of our overall business operations on environment, we have tied up withAttero Recycling, the first e-waste recycler in India, authorized by Ministry of

Environment and Forests, Government of India; to responsibly dispose e-waste

Shredder & Fe Separator generated by the Company and as a by-product of the

services we deliver.

Bridging urban-rural divide

TTSL, SNDT, University, HP Labs, Atom Tech, ADC Krone & Indian PCOTeleservices Ltd have entered a strategic alliance to develop and disseminate

mobile education for remote teaching and learning in rural communities and

physically challenged. The alliance has the following features:

Tata Teleservice Ltd (TTSL) and Multi Commodity Exchange of India (MCX)

have entered into a strategic alliance with the intention to:

(1) Disseminate information on spot and future process of commodities, and

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(2) Provide technology based information services for the economic benefit of

farmers and other participants in the rural ecosystem.

1.8: PRODUCTS

1-Mobile phone

Prepaid mobiles

TATA Indicom has three wonderful prepaid plans for you. Each plan comes

with unique benefits to cater to different needs. So choose the one that best

fits your pocket and your need.

SMS

Roaming in over 2400 citiesSTD & ISD Facility

Caller Line Identification-Balance Carry Forward

Anywhere/ Anytime Recharge

Instant Balance Enquiry

Postpaid mobile

Tata Indicom postpaid mobile phone STD call charges are amongst the

lowest in India for distances over 500 km with absolutely no additional-

airtime charges!

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Most importantly, Tata Indicom postpaid mobile phone offers superior

voice clarity, congestion-free networks, high speed data access, and

coverage in over 1000 cities.

2- Wireless phone

Indicom 10

Tata Indicom is proud to bring you a revolutionary new home phone -

Tata Indicom with a unique 10 digit number for small & semi urban towns. A

superior phone with advanced features like Internet, caller ID, speaker phone,

address book etc. And Tata Indicom 10 is available in both Prepaid and

Postpaid versions, so that you can choose what suits your requirementsbest... With Tata Indicom 10, you control your monthly home phone budget.

Walky

Presenting the TATA Indicom Walky with features like Caller Line

Identification, SMS, Missed Call details, Internet, Phone book and Speaker

phone, with extremely low tariffs. Now, with a choice between a Postpaid

connection and a Prepaid connection, you can regulate your usage the wayyou want to.

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3- Land line phone

Landline

Tata Indicom offers you almost instant phone connections. Get Tata

Indicom Landline Phone services based on the state of the art Optical Fibre

Cable-based backbone. Enjoy greater voice clarity and say goodbye to

excessive billing.

Tata Indicom Phone Connections Advantage

Superior voice clarity

Instant and hassle - free connections

Accurate billing

Secure and tamper - proof lines

Responsive and friendly service

24 x 7 friendly customer service

eCentrex

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Now, simplify your voice and data communication network by

subscribing to Tata Indicom eCentrex solution. eCentrex serves the dual

purpose of a phone as well as an extension, with direct outward and inward

dialing. Enjoy the group calling benefits & bundled internet on Tata Indicom

eCentrex solution.

4- Internet & Broadband

Dial up

Get Tata Indicom Dialup Connection, from the pioneers of internet in India.

Experience reliable, economical, convenient dialup internet connects from Tata

Indicom Total Internet, brought to you by Tata Communications Internet Services

Limited the people who introduced Internet in India. Avail of great offers on dialup

internet access, applications & services, net telephony, global roaming and more.

Also, enjoy a wide range of content from entertainment to education and music to

business services with your Tata Indicom Total Internet account.

Photon+

Tata Teleservices introduces Tata Photon+ its new Mobile Broadband Service, the

next generation technology for Hi speed Mobile Internet connectivity solution. With TataPhoton+ service you now have access to Mobile Internet at never before speeds, where

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ever you are Tata Photon+ service gives you the freedom to access internet anywhere in

your office and also gives you consistent performance. So now go ahead & subscribe to

this innovative new service from Tata Teleservices & enjoy a truly world class, first of its

kind internet experience.

ADSL

Tata Teleservices (Maharashtra) Ltd. provides ADSL (Asymmetric Digital

Subscriber Line) in Maharashtra & Goa. The "asymmetric" in ADSL means that data

from the customer to the Internet (upstream/upload) travels at a different speed than

data from the Internet to the customer (downstream/download). With the help of above technology we facilitate High Speed Internet Access and allow multiple Data,

Voice and Video to be carried over cable. ADSL connection can eliminate the

frustrating delays associated when waiting to download information and graphics

from the International sites thus providing Hi speed internet access.

Net Telephony

Make international calls at local rates!

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Call USA/UK/Canada for Re.1/min.

Call Gulf for Rs. 7.5/min.

All this, for no activation fee/monthly rentals. You just pay for the minutes that

you talk!

Tata Indicom Photon+, the new high-speed USB wireless internet connection

from Tata Indicom could soon be with us.

Tata Indicom has launched the high-speed internet service in several cities in

India. Bangalore, Chennai, Jaipur, Mumbai, Jammu & Kashmir & North East Statesare some of the places where the high-speed Photon+ is available, and the service

is expected to be available in more cities soon.

Tata Indicom Photon+ is a HSDPA internet connection with a USB device.

Plug in the USB modem into your laptop or desktop, and you get wireless internet

broadband access at speeds as high as 3.1 mbps. The service will be costly though.

And the actual speed will depend on the number of simultaneous users, signal

strength and the websites accessed.Tata Indicom already offers a USB net access device which it calls Plug2Surf.

This is a low-speed Net access USB device, which offers a maximum speed of 153.6

kbps. The Tata Indicom Photon+ will be a welcome change for wireless internet

users from the low speeds of Plug2Surf.

The Tata Indicom Photon+ wireless broadband internet access speed of 3.1

mbps is about 20 times higher than that of existing wireless net access services,

including those provided by Tata Indicom

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Features and Benefits:

Internet experience like never before.

Express wireless broadband service with data rates up to 3.1 Mbps that truly

supports both business and consumer needs - faster access to e-mail, large file

transfers, large presentations and superior experience of audio and video

streaming.

USB and Router models supported - useful for individuals, Business People,

SMBs, Small offices / Home offices (SOHO), Traders, Households, Students, etc.

Dual compatibility between HSIA and CDMA 1X coverage/mode.

Simplicity through self-install software making deployment effortless.

Superior service quality through TATA Indicoms reliable, secure and congestion

free network

Stylish and sleek, to complement your laptop aesthetics.

Instantaneous business solution with LAN/WLAN connectivity.

OS support for Windows 2000/XP/Vista and Mac OS X

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TATA DOCOMO is a Tata Teleservices Limited's ( TTSL ) cellular service

provider on the GSM platform-arising out of the Tata Group 's strategic joint venture

with Japanese telecom giant 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

has already rolled out its services in various circles.

It offers both prepaid and postpaid GSM cellular phone with presence in 11

circles including Madhya Pradesh & Chhattisgarh, Orissa , Maharashtra & Goa ,

Punjab , Haryana , Uttar Pradesh , Karnataka , Kerala , Tamil Nadu , Chennai , and West

Bengal . It has become very popular with its one second pulse especially in semi-

urban and rural areas. They are launching their service from the south of India tocentral, east and north.

Virgin Mobile is a brand used by many mobile phone service providers based

in the United Kingdom and operating in Australia , Canada , France , India , Qatar ,

South Africa and the United States; the brand survived only briefly in Singapore . The

international Virgin Mobile businesses each act as independent entities, usually in a

partnership between Sir Richard Branson's Virgin Group and an existing phone

company. Virgin Group provides the brand, and the phone company operates the

network infrastructure.

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1.9: IMAGE OF MOBILE AND DATA PRODUCT

SAMSUNG HUAWEI HAIER TATA INDICOM

INDICOM TATA WALKY BLACKBERRY

PHOTON WHIZ PHOTON + OLIVE ZIPBOOK

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CHAPTER 2Introduction to the

Project Topic

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INTRODUCTION TO PROJECT TOPIC

Tata Teleservices Limited spearheads the Tata Groups presence in the

telecom sector. The Tata Group had revenues of around USD 70.8 billion in

Financial Year 2008-09, and includes over 90 companies, over 363,039 employees

worldwide and more than 3.5 million shareholders.

Incorporated in 1996, Tata Teleservices is the pioneer of the CDMA 1x

Technology platform in India. It has embarked on a growth path since the Acquisition

of Hughes Tele.com (India) Ltd [renamed Tata Teleservices (Maharashtra) Limited]

by the Tata Group in 2002. It launched mobile operations in January 2005 under the

brand name Tata Indicom and today enjoys a pan-India presence through existing

operations in all of Indias 22 telecom circles. The company is also the market leader

in the fixed wireless telephony market. The companys network has been rated as

the Least Congested in India for five consecutive quarters by the Telecom

Regulatory Authority of India through independent surveys.

The development of the telecom sector has experienced a major process of

transformation in terms of its growth, technological content, and market structure in

the last decade through policy reforms introduced by the Government. The impetus

of these changes is expected to continue, and at a much faster pace. The study aims

to analysis that with the increase in competition in telecom services, higher levels of

retailers satisfaction in the distribution channel with affordable prices and improved

quality of services achieving or not. Wireless telephony and the Internet are

expected to be the preferred means of communication as convergence of

telecommunications, broadcasting, and information technology progresses. The

Telecom Regulatory Authority of India (TRAI) has the mandate to safeguard the

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customers interests and to set the standards of quality of service. The rapid

technological advances which have taken place in the telecom sector have brought

about significant improvements in the quality of service provided to customers. With

the digitization of exchanges, and up gradation of external network, the fault rate has

come down.

Telecom distribution channel in India basically comprises of three actors (entities)-

1. A distributor who is given a territory to service.

2. A DSR or FOS (on payroll of the distributor) who is appointed by thedistributor to service a portion of his overall territory.

3. A retailer who is an entity who purchases stock from the distributors (from

the servicing DSR) and sells it to the end consumer.

Of course other conventional channels like direct sales/online sales or

branded retailer are also used.

Distribution channel is generally seen to be contributing to around 65-75% of

a telecom company's subscriber base as well as revenues.

The pricing technique used by most retailers is cost-plus pricing . This involvesadding a markup amount (or percentage) to the retailer's cost. Another common

technique is suggested retail pricing . This simply involves charging the amount

suggested by the manufacturer and usually printed on the product by the

manufacturer.

In the telecom distribution channel retailers is the party from which the

companies get their customer. Thus the companies have to take various strategies

to get their maximum customers by giving their advertisement in the retail shop to

25

COMPANY DISTRIBUTOR RETAILERS CONSUMERS
http://en.wikipedia.org/wiki/Pricinghttp://en.wikipedia.org/wiki/Cost-plus_pricinghttp://en.wikipedia.org/wiki/Markup_(business)http://en.wikipedia.org/wiki/Suggested_retail_pricehttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Pricinghttp://en.wikipedia.org/wiki/Cost-plus_pricinghttp://en.wikipedia.org/wiki/Markup_(business)http://en.wikipedia.org/wiki/Suggested_retail_pricehttp://en.wikipedia.org/wiki/Product_(business)


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get the customer attention keeping in view the benefits of retailers who will sell the

company products to the ultimate customers.

The project which was carried on the topic An analytical insight into retail

channel management by TATA TELESERVICES LIMITED in Guwahati city .

The main objective of research was to know the visibility i.e. merchandising of

the Tata Indicom brands and the availability of Tata Indicom products in various retail

shop at Guwahati city. And the channel payout in a distribution channel in

comparison to others brands.

The research work carried was conducted by personal structured interview

of retailers and recording of the data on the questionnaire. The research is based on

100 respondents (having Tata Indicom brands) i.e. judgmental survey.

From the research it is found that there is vast opportunity for the company if

they provide a good service at Guwahati towards the consumers as well as to the

retailers who is directly related to customers. The merchandising of the brands in the

retails shop should be improved to create awareness among the consumers in the

market.

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CHAPTER 3

Objective, ScopeAnd Limitations

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3.1 NEED OF THE STUDY

One of the foremost needs of retailers in the telecom distribution channel is

the commission and various benefits from the companies. Therefore to meet the

requirement of retailers many companies are using different strategies. In this

direction, Tata Teleservices Ltd. comes up with their strategies to capture the

retailers market.

This study titled " An Analytical Insight into Retail Chanel Management by

Tata Teleservices Ltd in Guwahati city" is undertaken to examine the

management of retail channel by Tata Teleservices Ltd, to find out any loopholes

and to make appropriate suggestions.

3.2 OBJECTIVES OF THE STUDY

1 .To determines the level of visibility of the "TATA INDICOM" brand visa viz.

competition.

2. To determine the level of availability of Tata Indicom products in the retail

channel.

3. Comparative study of channel payout in the retail

3.3 SCOPE OF THE STUDY

The scope of this survey is defined by the objectives of the study. The study

was basically for the fulfillment of the objectives. The scope is confined to the

retailers of Guwahati city.

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The scope is limited only to the retailers providing Tata Indicom products and

connections along with others telecom service company.

The scope of the study is limited only to some specific areas of the Guwahati city.

The study can further extended for the entire Guwahati city.

The areas are segmented into the following clusters:-

Rajgarh Road- Chandmari- Silpukhri-Guwahati club

R.G.Baruah Road- Zoo Tiniali-AIDC-Junali-Zoo-Sundarpur-Ganeshguri

- Hengrabari

G.S,Road- Ganeshguri- Wallfort- Christian Basti- Post Office- ABC- Bhangagarh-

Bora service- Ulubari- Lachit Nagar

GMCH Road- Rupnagar- Birubari- Kalapahar- Bhaskar Nagar- Lalganesh-

Jyotikuchi.

3.4 LIMITATION OF STUDY

1. Long time was involved for direct interviewing.2. The people were quite conservative in giving the information in few areas.

3. Lack of financial support by company.

4. Time constraints.

5. Non Co-operation from some of the respondents (retailers).

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CHAPTER 4

Research

Methodology

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RESEARCH METHODOLOGY

Research can be defined as a scientific and systematic search of pertinent

information on specific topic. In fact research is an art of scientific investigation.

Marketing research can be defined as a systematic design, collection, and analysis

and reporting of data and findings relevant to a specific marketing situation facing the

company.

Research methodology is a way to systematically solve the research problem.

It may be understood as a science of studying how research is done scientifically.

Research methodology is a technique to solve a problem logically.According to Clifford Woody research companies defining and redefining

problem, formulating hypothesis or suggested solutions; collecting, organizing and

evaluating data; making deductions and reaching conclusions to determine they are

fit the formulating hypothesis.

The study under taken was regarding the perception of retailers about Tata

Indicom company visibility, availability of product in their respective retail shop and

the services such as commission, gift, etc towards them (retailers).

The research type adopted to analyze the topic was done by using

Judgmental survey method.

4. 1) RESEARCH DESIGN

Fundamental to the success of any marketing research is sound research

design. Research design is the basic frame work, which provides guidelines for the

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research process. It is a map or blueprint according to which research is conducted.

The function of research design is to ensure that the required data are collected

accurately and economically.

The Descriptive research is done on the basis of descriptive nature of thedata.

The market areas are segmented into the following clusters:-



- Hengrabari




Jyotikuchi.

4. 2) Sources of Data

There are two sources of data collection.

1. Primary data

2. Secondary data

My research project was mainly done through collecting primary data.

Sources of primary data:

Personal structured interview was taken from the retailers by visiting the

retail shops in some areas of Guwahati city as assigned and accordingly it was made

from the questionnaire in hand.

Sources of secondary data:

Database from company distributor.

Internet websites.

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4.3) Scaling Technique

A Nominal Scale of measurement technique has been implemented.

4. 4) Data Collection Method

Personally Administered Questionnaire.

Collection of information through Personal interview

with respondents (retailers).

Observation

4.5) Research Instrument

Questionnaire is used as the research instrument in the project to get the

primary data.

4.6) Survey Method

Sample Unit: -

According to the objective of the survey the sample unit taken is the

Retailers i.e. from whom we get the required information .

Pilot Survey: -

To get the required information from the retailers, the pilot survey is made

to find the loopholes in the first questionnaire made and the numbers of retailers with

whom the survey's made is 5(five)

Sampling procedure: -

The sampling methods used are Judgmental and Convenient Sampling.

Sampling frame: -

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Since judgmental and convenient sampling method is used i.e a non-

probabilistic sampling technique, so no sampling frame is required.

Sample Size: -

The sample size of survey is 100 retailers of TATA Indicom in specified

area of Guwahati city.

Sampling Instrument: -

Since the topic is such that, it depends direct on the primary sources to

get the proper information, so the Personal structured interview is made through

personally administered questionnaire.

Research Area: -

The area for research conducted is Guwahati city as specified by

organization guide. The areas under Guwahati city specified for research are as

follows:



- Hengrabari




Jyotikuchi.

4. 7) Analysis Technique

The data collected through questionnaire are analyzed very carefully and

accordingly the collected data are scrutinized. The various technique used in the

research to analyze the data are Bar diagram and pie-charts with the help of MS

excel and tables.

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CHAPTER 5Data and Data

Analysis

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DATA AND DATA ANALYSIS

5.1: LEVEL OF VISIBILITY OF TATA INDICOM BRAND VISA VIZ

COMPETITION.

a) Size of hoarding in retail shops :-

BRAND BIG MEDIUM SMALL

TATA INDICOM 8 48 23

RELIANCE 18 57 16

AIRTEL 12 62 24

AIRCEL 16 54 15

VODAFONE 7 52 6

IDEA 12 51 18

Table 5.a: Size of the hoardings used by different telecom brands.

0

10

20

30

40

50

60

70

BIG MEDIUM SMALL

TATA INDICOM

RELIANCE

AIRTELAIRCEL

VODAFONE

IDEA

Figure 5.a: Size of the hoardings used by different telecom brands.

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From the bar diagram it was found that Airtel has more hoardings in different

sizes in Average and Tata Indicom has the least. In some retail shop Tata Indicom

brands hoardings are not available like in the area of Birubari, Kalapahar and

Lalganesh of Guwahati in comparison to other brands like Airtel, Reliance, Idea and

Aircel.

b) Size of Glow Sign in retail shops:-

Table 5.b: Size of the glow sign used by different telecom brands.

0

10

20

30

40

50

60

70

BIG MEDIUM SMALL

TATA INDICOM

RELIANCE

AIRTEL

AIRCEL

VODAFONE

IDEA

Figure 5.b: Size of the glow sign used by different telecom brands

From the bar diagram it is found that glow sign of the brands comes only under

medium size in which Airtel has more glow sign in the retail shops and Idea has the

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BRANDS BIG MEDIUM SMALL

TATA INDICOM 48

RELIANCE 54

AIRTEL 63

AIRCEL 56

VODAFONE 52

IDEA 38


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least. In comparison Tata Indicom is averagely having their glow sign in some areas

more and in some area it is not available.

c) Size of Posters in retail shops:-

BRANDS BIG MEDIUM SMALL

TATA INDICOM 12 84

RELIANCE 14 78

AIRTEL 22 73

AIRCEL 18 80

VODAFONE 82

IDEA 74

Table 5.c: Size of the posters used by different telecom brands.

0

10

20

30

4050

60

70

80

90

RETAILERS

BIG MEDIUM SMALL

SIZE

TATA INDICOM

RELIANCE

AIRTEL

AIRCEL

VODAFONE

IDEA

Figure 5.c: Size of the posters used by different telecom brands.

From the bar diagram it is found that the posters are generally comes under big

and medium size and brands are using medium size posters more. But Airtel, Aircel

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and Reliance are using big size posters also. Tata Indicom in comparison to others

brands has more posters in medium size but not the big posters

d) Number of posters in the retail shop:-

BRAPNDS 1-4 nos 4-8 nos 8-12 nos

TATA INDICOM 15 68 11

RELIANCE 13 77 8

AIRTEL 10 74 14

AIRCEL 18 66 12

VODAFONE 24 59 8

IDEA 22 64 13

Table 5.d: Number of the posters used by different telecom brands.

01020304050607080

RETAILERS

1-4 NOS 4-8 NOS 8-12 NOS

NUMBERS OF POSTERS

TATA INDICOM

RELIANCE

AIRTEL

AIRCEL

VODAFONE

IDEA

Figure 5.d: Number of the posters used by different telecom brands.

From the bar diagram it is found that almost all brands are

having averagely equal posters in the retail shops. Therefore Tata Indicom is also

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having equal numbers of posters averagely in the retail shops in comparison to

others brands.

5.2: AVAILABILITY OF TATA INDICOM PRODUCTS IN THE RETAIL

SHOP.

a) Postpaid and Prepaid connections:-

CONNECTIONS YES (in %) NO (in %)

POSTPAID 67 33

PREPAID 43 57

Table 5.e: Availability of Postpaid and Prepaid connections in retail shop.

0

10

20

30

40

50

60

70

RETAILERS

POSTPAID PREPAID

CONNECTIONS

YES

NO

Figure 5.e : Availability of Postpaid and Prepaid connections in retail shop.

From the data it is found that maximum retailers are giving postpaid

connections than the prepaid connections in the Guwahati city.

Photon plus and Photon whiz:-

DEVICE YES (in %) NO (in %)

PHOTON PLUS 58 42

PHOTON WHIZ 39 61

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Table 5.f: Availability of Photon plus and whiz in retail shop.

0

10

20

30

40

50

60

70

RETAILERS

PHOTON PLUS PHOTON WHIZ

PHOTON DEVICE

YES

NO

Figure 5.f: Availability of Photon plus and whiz in retail shop.

From the data it is found that maximum retailers are having Photon plus

device to sell as the demand for Photon plus device is very high in the market than

the Photon whiz.

Mobile Handsets :-

INDICOM HANDSETS YES (in %) NO (in %)

SAMSUNG 62 38

HUAWEI 71 29

HAIER 73 27

INDICOM 52 48

ZTE 47 53

BLACKBERRY 8 92

Table 5.g: Availability of Mobile handsets of Tata Indicom brands in retail shop.

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0

20

40

60

80

100

RETAILERS

SAMSUNG HUAWEI HAIER INDICOM ZTE BLACKBERRY

HAND SETS

YES NO

Figure 5.g: Availability of Mobile handsets of Tata Indicom brands in retail shop.

From the data it is found that maximum retailers are having the Indicom

CDMA handsets in their retail shops as they have to sell it with the CDMA

connections except the Blackberry because it is very costly and complicated to

handled by consumers.

TATA WALKY :-

WIRELESS LANDLINE YES (in %) NO (in %)

TATA WALKY 57 43

Table 5.h: Availability of Tata Walky in retail shop.

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43

0

10

20

30

40

50

60

RETAILERS

TATA WALKY

YES

NO

Figure 5.h: Availability of Tata Walky in retail shop

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From the data it is found that the retailers are selling the different range of Walky

if they get the customers and maximum retailers are selling it as it has a highest

market share in wireless landline in Guwahati market.

OLIVE ZIPBOOK :-

PHOTON NOTEBOOK YES (in %) NO (in %)

OLIVE ZIPBOOK 1 99

Table 5.i: Availability of Olive Zipbook in retail shop.

0

20

40

60

80

100

RETAILERS

OLIVE ZIPBOOK

YES

NO

Figure 5.i: Availability of Olive Zipbook in retail shop

From the data it is found that maximum retailers are not

having the Olive Zipbook because it has very low market share and consumers do

not prefer for this notebook which has net (photon) connections by default but if

consumers are demanding for it then retailers make available for them by contacting

to the respective distributors agents.

5.3: CHANNEL PAYOUT OF DIFFERENT BRANDS IN VOICE AND

DATA CONNECTIONS :-

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COMMISSION ON VOICE CONNECTIONS:-

COMPANY POSTPAID CONNECTIONS

(in Rs)

PREPAID CONNECTIONS

(in Rs)

TATA INDICOM 250 30

RELIANCE 250 40

AIRTEL 250 40

AIRCEL 250 40

VODAFONE 250 40

IDEA 250 40

Table 5.j: Table of Commissions on postpaid and prepaid connections provided by

different telecom brands.

0

50

100

150

200

250

IN RUPEES(Rs)

POSTPAIDCONNECTIONS

PREPAIDCONNECTIONS

TATA INDICOM

RELIANCEAIRTEL

AIRCEL

VODAFONE

IDEA

Figure 5.j: Commissions on postpaid and prepaid connections provided by


From the data it is found that all brands are giving equal commissions to

the retailers in postpaid connections i.e. Rs 250. But in prepaid connections of Rs

100, only Tata Indicom gives Rs 30 in a connection and on the other hand all

brands are giving Rs 40 in a connection to the retailers.

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COMMISSIONS ON DATA CONNECTIONS:-

COMPANY DATA DEVICE

(in Rs)

DEVICE CONNECTIONS

(in Rs)

TATA INDICOM 204 250

AIRTEL 200 250

IDEA 200 250

VODAFONE 200 250

Table 5.k: Table of Commissions on data device with connections provided by


0

50

100

150

200

250

IN RUPEES (inRs)

DATA DEVICE DATACONNECTIONS

TATA INDICOM

AIRTEL

IDEA

VODAFONE

Figure 5.k: Commissions on data device with connections provided by different

telecom brands.

From the data it is found that all brands which have their data device give

equal commissions to the retailers in a connection i.e. Rs 200 for data device and

Rs 250 for data connections but except Tata Indicom which gives Rs 4 more than

others brands.

5.4: Having postpaid bill payment counter (Through E-recharge)according to question number 6 in questionnaire.

YES (in %) NO (in %)

32 68

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Table 5.l: Table showing the retailers having postpaid bill payment counter

NO68%

YES32%

YESNO

Figure 5.l: Pie- chart showing the retailers having postpaid bill payment counter

From the data it is found that 32% of retailers are having Tata

Indicom postpaid bill payment counter which is done by Easy- recharge and otherstelecom companies are also having with Tata Indicom.

CHAPTER 646


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Findings and

Recommendation

6.1: Visibility of Tata Indicom brands in comparison to other brands

in the retail shop.

The visibility of Tata Indicom Brands in terms of hoardings comparatively to

others brands is almost same but in some area it is not at all good .(according

to figure 5.a)

The visibility of Tata Indicom Brands in terms of glow signs comparatively to

others brand is average in some areas and in some area it is not available.

(according to figure 5.b)

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Tata Indicom in comparison to others brands has more posters in medium

size but not the big posters . (according to figure 5.c)

Tata Indicom is also having equal numbers of posters averagely in the retail

shops in comparison to others brands. (according to figure 5.d)

6.2: Availability of Tata Indicom products in the retail shop.

The retailers are giving postpaid connections more than the prepaid

connections in the Guwahati city. (according to figure 5.e)

The retailers are having Photon plus device to sell as the demand for Photonplus device is very high in the market than the Photon whiz. (according to

figure 5.f) The retailers are having the Indicom CDMA handsets in their retail shops as

they have to sell it with the CDMA connections except the Blackberry because

it is very costly and complicated to handled by consumers. (according to

figure 5.g)

The retailers are selling the different range of Tata Walky if they get the

customers and maximum retailers are selling it as it has a highest market

share in wireless landline in Guwahati. (according to figure 5.h)

The retailers are not having the Olive Zipbook because it has very low market

share and consumers do not prefer for this notebook which has net (photon)

connections by default . (according to figure 5.i)

6.3: Channel payout of Tata Indicom in comparison to other

telecom brands for voice and data connections.

Retailers are getting same percentage of commissions from all brands in

giving any postpaid connection and Tata Indicom also giving the same.

(according to figures5.j)

In case of prepaid connections, retailers get same percentage of commissions

from all the brands except Tata Indicom which gives lesser amount of commissions. (according to figures 5.j)

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In case of data device and connections all brands give equal commissions to

the retailers in a connection i.e. Rs 200 for data device and Rs 250 for data

connections but except Tata Indicom which gives Rs 204, which is more than

others brands. (according to figures 5.k)

6.4: Others findings

All retailers are purchasing the product from distributor agents i.e. FoS.

Maximum retailers are getting 4-6 subscribers of Tata Indicom in a month.

Apart from commissions maximum retailers are not getting any offers from

Tata Indicom (e.g. Gifts, Vouchers etc).

There is a problem of lengthy process of recharging the prepaid numbers.

Consumers are satisfied with the Network of Tata Indicom.

Retailers are not satisfied with the service of Tata Indicom.

Retailers are not satisfied with the distribution channel.

6.6: RECOMMENDATIONS

The company should organize promotional activities.

In some areas of Guwahati the merchandising of the Tata Indicom in the retail

shops should be improved (e.g. Kalapahar, Birubari, Lalganesh, Hengrabari,

etc)

The handsets of the Tata Indicom brand should be marketed in Mobile shops.

The data product (i.e. Photon) and Olive Zipbook of Tata Indicom should be

marketed in the various computers retail shops.

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Awareness of Olive Zipbook and its advantage should be done in the market.

Recharging process of prepaid should be made easy.

Aggressive marketing is required.

Have special promotional activities of new launches.

Better service should be provided to the retailers by giving some special offers

or gifts or any scheme.

Awareness of CDMA phones and its advantages should be spread through

aggressive marketing.

Business mans are the one of the potential customers and so aggressive

promotional campaign should be targeted to them.

CHAPTER 750


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Conclusion

CONCLUSION

Therefore, from the following market research work carried out on an

analytical insight into retail channel management by TATA TELESERVICES

LIMITED in Guwahati city, it can be concluded that-

The company is yet to come up to the expectation of retailers.

Retailers of few areas are not satisfied with the distribution channel.

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Tata Photon (plus and whiz) and Tata Walky is having a greater market

shares in their respective product line.

Network is the strength.

Recharge problem is becoming one the major issue to be solved in

prepaid connections.

Monopoly in CDMA network.

The advertisement in the retails shops is satisfactory in main roads of the

city but in by lane of the respective main roads is not satisfactory.

There is very less prepaid customer for Tata Indicom in the city.

BIBLIOGRAPHY

BOOKS: -

Kotler, Philip and Keller, Kevin Lane (2008). Marketing Management (13 th Edition).

Prentice hall India

Kothari, C.R. (2009). Research Methodology - Methods & Techniques (1st Edition).

New Delhi: New Age International (P) Limited .

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Website-

http:// www.tataindicom.com

http:// www.google.com

http:// www.wikipedia.com

ANNEXURE

Questionnaire of Project Report

For

Master in Business Administration

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http://www.iocl.com/http://www.iocl.com/http://www.iocl.com/http://www.iocl.com/http://www.iocl.com/http://www.iocl.com/


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Gauhati University

Dear Sir/Madam,

As a part of the Master of Business Administration Curriculum, I

am doing a project on AN ANALYTICAL INSIGHT INTO RETAIL CHANNEL

MANAGEMENT BY TATA TELESERVICES LTD IN GUWAHATI CITY. Therefore

this questionnaire has been framed to get information on the same.

I, kindly request you to co-operate with me, regarding the following

information which will be used only for my academic purpose. It will be consider

highly confidential.

Philemon Bamon

1. Name of retail shop, address and contact number?

2. Presently what are the different telecom brands are you dealing with?

BRAND PLEASE TICK TO AVAILABLE BRAND

Reliance

Airtel

Aircel

Vodafone

Idea

Tata Indicom

3. Are you dealing in both voice and data products of different telecom brands?

(a) Yes (b) No

4. If yes then of which telecom brands are you dealing in both data and voice?

5. What type of connections do you provide?

(a) Prepaid (b) Postpaid (c) or both

6. Are you having a postpaid bill payment counter? (Yes or No)

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7. What strategy is applied by different company to make their product visible to

Customers in your retail shop? (Size according to Big, Medium or Small)

Company Size of

Hoarding

Size of

glow sign

Size of

posters

No. of

display

No. of

posters

Pamphlets

against every

product(yes or

no)

Tata Indicom

Reliance

Airtel

Aircel

Vodafone

Idea

8. Is there any other strategy used by different telecom company?

(a) Yes (b) No

9. If yes, what strategies are they using to make their product visible and mention

the name of their companies?

10. What are the different products of Tata Indicom are available in your retail Shop?

(i) Postpaid connections (a) Yes (b) No

(ii) Prepaid connections (a) Yes (b) No

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(iii) Photon plus device (a) Yes (b) No

(iv) Photon whiz device (a) Yes (b) No

(v) Mobile handsets

* Samsung (a) Yes (b) No

*Huawei (a) Yes (b) No

*Haier (a) Yes (b) No

*Indicom (a) Yes (b) No

* Blackberry (a) Yes (b) No

* ZTE (a) Yes (b) No(vi)Tata walky (a) Yes (b) No

(v) Olive Zipbook (a) Yes (b) No

11. If No, then for how many days it is not available in your retail shop?

(i) Postpaid connections.

(ii) Prepaid connections .

(iii) Photon plus device ..

(iv) Photon whiz device

(v) Mobile handsets

* Samsung

*Huawei

*Haier

*Indicom

* Blackberry ..

* ZTE .

(vi)Tata walky

(v) Olive Zipbook .

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12. Where from do you purchase the Tata Indicom products?

(a)Direct company agent (through DSE) or (b) Distributor agent (through FoS)

13. Are DSE or FOS are providing you their product with detailed information? (Yes

or no)

14. How much percentage of commission do you get for connections from different

Telecom companies?

Company Postpaid

connections

Prepaid connections Data device Data connections

Reliance

Airtel

Aircel

Vodafone

Idea

Tata Indicom

15. How many connections do you get in a month for Tata Indicom?

16. What are the offers do you get by Tata Indicom apart from commission?

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17. In comparison to Tata Indicom what are the offers do you get from any other

telecom companies apart from commission?

18. According to you which telecom company provides you a better service?

..

final project report - philemon

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