SUMMER TRAINING REPORT

ON

ANALYSIS OF CONSUMER
BEHAVIOUR
AT

FOR PARTIAL FULFILLMENT OF

MASTER OF BUSINESS ADMINISTRATION
(Affiliated to G.B. Technical University2011-2013)
BY
JUNAID AHMAD SIDDIQUI
Roll No. : 1106170058
MBA-3rd Sem.
UNDER THE GUIDENCE OF :
Organisation Guide:-

College Guide :

Mr. Yogesh Kumar Agrawal

Dr. Vivekanand Pandey

(Manager)

(H.O.D) SCM

SHERWOOD COLLEGE OF MANAGEMENT

LUCKNOW

PREFACE
The present study is undertaken to understand the Analysis of Consumer Behaviour in
Tata Docomo. In India & the views of its employees. It is done under the guidance of
Mr. Vivekanand Pandey (Prof.), SCM Lucknow. The study was done to find out the
Analysis of Consumer Behaviour in Tata Docomo. and to know the Employees
perception towards Analysis of Consumer Behaviour in Tata Docomo this survey was done
in Lucknow city. The data was processed using computer aided tools such as MS-EXCEL,
SPSS frequency tables were used for analysis, the study was conducted from duration of
summer training i.e., for a period of one month in the city of Lucknow.

ACKNOWLEDGEMENT
Preparing a project of this nature, is a arduous task and I was fortune enough to get support
from a number of people to whom I shall always remain grateful for helping me in
completing this project within the stipulated time limit.
I take the opportunity to express my deep sense of gratitude towards my research guide Mr.
Yogesh Kumar Agrawal for giving me due freedom of decision making and at the same time
strictly adhering to high quality of my work.
I would also wish to acknowledge my friends for their moral support, encouragement and
patience throughout the course of this project.
I would like to express my gratitude to all these persons and to all the respondents for their
patience throughout the numerous discussions I have had with them during the course of this
project.

Name of student
JUNAID AHMAD SIDDIQUI
3rdSem

DECLARATION
I, JUNAID AHMAD SIDDIQUI hereby declare that I have carried out my project in
title Analysis of Consumer Behaviour in Tata Docomo

I further declare that this is my original work and no part of this

report has been published or submitted to anybody or University for
award of Degree

Student Name:JUNAID AHMAD SIDDIQUI

Roll No. 1106170058

EXECUTIVE SUMMARY
TATA Docomo comes to you from the joint venture of, TATA tele services one of the
biggest company of India and NTT Docomo of Japan.NTT Docomo one of the pioneer in 3G
technology and having the biggest market share in Japanese market.
TATA Docomo provides a range of telecom services, which include cellular, Basic,
Internet and recently introduced national long distance. With a foot print of 18 telecom circles
in India, covering the four metros and more than four million satisfied customers.
The project is based on the study of consumer trends, behavior, preferences and level
of satisfaction and market size of TATA DOCOMO. This study titled as above aims at
exploring the new strategies followed by Tata DOCOMO. This study will also explore what
changes Tata DOCOMO is bringing in order to increase its visibility and market presence.
This study aims to explore the overall functioning and position of Tata DOCOMO Postpaid in
the marketplace. It also aims to know customer perception regarding Tata DOCOMO. To
know about these facts this report will primarily focus on the customer through retail outlay.
It is also important because it will explore the sales and distribution system of Tata
DOCOMO which is considered to be one of the strongest not only in the Orissa but also in
India. This project also covers a detailed observation and study of the retailer behaviors. The
various observations and studies were done through questioner, direct marketing, market
visits and from the prepaid dealer of Tata DOCOMO.

Contents:

Subject items

Page no.

Chapter 1(Introduction)
1.1.importance of study
1.2.relevance of the project
1.3.Research question
1.4.research objective
1.5.research methodology
1.5.1.sampling design
1.5.2.universe
1.5.3.sample size
1.5.4.sampling procedure
1.5.5.method of data collection
1.5.6.questionnare
1.5.7.sample
1.5.8.presentation of data
1.5.9.tools and technique for analysis
1.6. scope of the project
1.7. chapterisation

Chapter-2( review of literature)

Strategy for entering new market

Chapter-3(company profile)

Concerned industry scenario

Current profile of the company
Brief profile of product with service

Chapter-4(project detail)

Chapter-5(analysis and interpretation of data)

Retailer surevey
Table,graph,interpretation

Customer survey
Table,graph,interpretation

Chapter-6(summary and conclusion)

Finding
Suggestion
Recommendation
conclusion

Annexure

bibliography
sample question of questionnare

Chapter-1

The project work entitled a PENETRATION OF TATA DOCMO BLACBERRY WITH

SERVICE IM MULTI BRAND OUTLET with special reference to Tata tele service.
This type of handset has been limited within premium class people only, still Tata docomo
has attempted to expand the boundary. The strategy of selling blackberry was to catch the
premium class market share. Persons using blackberry mostly ,use various services like,email,ims,browsing etc.the focus has been to find a long term customer base and enhancing
companys market share in that segment.
This project attempts to Identify and define areas related to consumer behavior
regarding new connection services. It also attempts to develop at least first approach to these
areas, to think through polices, principles, and practices to accomplish the new tasks and to
satisfy the customer needs.
Now the mobile communication s are the fastest growing industry .We can reach to
anyone, anywhere across world trough mobile connectivity. Just look in the areas they are in ;

health,education,banking,insurance,travel,couriers,manufacturing,entertainment,government,
computer helpdesks; the list goes on .Market is going on global & so the need of
communication is emerging day by day.
The data needed for the study has been collected from the retail outlet and from people
through questionnaires. Analysis and interpretation has been done by using the statistical
tools and datas are presented through tables and charts.

1.1-IMPORTANCE OF STUDY
The project intended to promote blackberry handsets through multi brand outlets.
Though this type of handset has been limited within premium class people only, still Tata
docomo has attempted to expand the boundary.
The strategy of selling blackberry was to catch the premium class market share.
Persons using blackberry mostly ,use various services like,e-mail,ims,browsing etc.the focus
has been to find a long term customer base and enhancing companys market share in that
segment.
Day by day the no. of companys manufacturing handsets has increased in rapid
pace. There has been a cut throat competition between the companies to sell their handsets.
For selling those handsets and to get maximum profits, mbos have been a first destination for
brand searchers. To promote a set with service has no meaning without a multibrand outlet.
This project attempts to Identify and define areas related to consumer behavior
regarding new connection services. It also attempts to develop at least first approach to these
areas, to think through polices, principles, and practices to accomplish the new tasks and to
satisfy the customer needs. By this practical training, I am able to equip the manager with the
understanding, the thinking, the knowledge, and the skills for todays and also for tomorrows
market exigency.

Though it is not possible to have the information of all the spheres in market, in
such a very short period, but I tried to get more and more about all functions and practices
applied in practical working I have particularly stress as on.
This is the boom time for mobile industry. Youths are having keen flair for mobile
communication.
Now the mobile communication s are the fastest growing industry .We can reach
to anyone, anywhere across world trough mobile connectivity. Just look in the areas they are
inhealth,education,banking,insurance,travel,couriers,manufacturing,entertainment,governmen
t,computer helpdesks; the list goes on .Market is going on global & so the need of
communication is emerging day by day.

1.2- RELEVANCE OF THE PROJECT

I saw that though the times area hard but if same thing innovative is done ,people will
get more craze for that. This study, complex as it is has acquired new dimensions with the
dynamic social and technological changes of the past two decades. Changing technologies,
cultural diversity, more educated work force and awareness of rights and privileges have
prompted a new look at the entire organizational structures and systems.
This project is intended for a wide audience. It will be useful to not only the students
of management, marketing management and consumer behavior, but also to the people in
any other field and management practitioners who want to understand and enrich their
understanding of consumer trends & effectively manage their sale.

1.3- RESEARCH QUESTION

10

A research question is the methodological point of departure of scholarly research

in both the natural sciences and humanities. It is the question which the research sets out
to answer. The research questions are derived from the current basis of theory and
empirical evidence. It aims to extend the existing market integration research by applying
an approach that focuses on an event which occurs at a later stage in the market
integration process but that is nevertheless likely to have a significant impact on the level
of market integration

11

1.4- RESEARCH OBJECTIVE

Primary objective
The overall objective of the project was to promote blackberry handsets trough multi
brand outlets. The strategy of selling blackberry was to catch the premium class market
share.
Secondary objective
To Identify and define areas related to consumer behavior regarding new connection
services. It also attempts to develop at least first approach to these areas, to think through
polices, principles, and practices to accomplish the new tasks and to satisfy the customer
needs.

12

STRATEGY FOR ENTERING NEW MARKET

A marketing strategy defines objectives and describes the way you're going to satisfy
customers in your chosen markets. It does not have to be written down but it is easier to
communicate to outsiders, like your bank manager or other investors, when it is.
A set of strategies found quite commonly in smaller businesses are growth strategies. One way to
look at strategies to grow your business is through the way you will use products and markets or
customers.

Current-product/current-market
Market penetration is a strategy of increasing your share of existing markets. You might
achieve this by raising customers' awareness of your products and services or finding new
customers. For further information on planning effective marketing communications see the
Related Items section below for a link to the Factsheet: Planning marketing communications.

Current-product/new-market
Market development is a strategy of finding and entering new markets with your current
product or service range. The new market could be a new region, a new country or a new
segment of the market. For further information on on selecting and entering new markets see
the Related Items section below for a link to the Factsheet: Entering new markets.

New-product/current-market
Product development is a strategy for enhancing benefits you deliver to customers by
improving your existing products and services or developing new ones.

New-product/new-market
Diversification is a strategy that usually carries high costs and high risks. It often requires
firms to adopt new ways of doing business and so has consequences far beyond simply

13

offering new products/services in a new market. It is therefore usually a strategy to be

adopted when other options are not feasible.
The key in marketing strategy is to understand and match the capabilities of your firm to the
opportunities available in the market. You will therefore need a range of information such as :

Market data: data about the size and growth rate of the market, who potential customers are,
what they buy, when they buy, from whom and through whom do they buy, etc

Competitive data: data on who direct competitors are, their products, prices, etc. It also helps
to identify indirect or potential competitors who may take you by surprise.

Internal data: data within your business will help to assess the strengths and weaknesses of
your product/service and its core capabilities.

Your business judgement will play a key part in deciding marketing objectives, target markets
and suitable positioning strategies.
Marketing strategy consists of:The constituent parts of a marketing strategy are based on a thorough and objective
understanding of the current situation. They usually include:

The scope of the business: the customer groups you serve the benefits they are seeking and
which you deliver, and the technology you use. This may provide you with what some
companies call a 'vision' or 'mission statement', a set of words explaining what your business
is about and where it is going.

Marketing objectives: e.g. market share, sales or market share growth, market entry, increase
awareness, etc.

14

Target segments and positioning: the specific customer groups or segments you are targeting
and your business' position in those segments. For further information on segmenting and
targeting customers see the Related Items section below for a link to the Factsheet:
Segmentation, targeting and positioning.

Marketing mix: the products, price, place (distribution) and promotion that you are using as
'marketing tools' to deliver benefits to your customers and beat

competitors.

Implementation: includes action plans, budgets, timescales and resources.

The best marketing strategy is not going to help if it you cannot implement it. When you have
finished your marketing strategy, it is worth checking that you have the operational capacity and
processes capable of fulfilling the extra orders, delivering on time and providing any extra services
reliably and efficiently.
If your order book has been increasing month-on-month, this would indicate a growing demand
from your products or services. Beware however, that sales can deflate as your competitors enter the
market, or you saturate it, so don't be over enthusiastic with your projected revenue in your business
plan.

There are four basic ways to improve your business revenue:

1. Continue with what you are doing and increase the purchases from your existing client bank.
2. Take your existing products or services to new clients or change your routes to market. i.e. direct
sales, internet, catalogue.
3. Develop new services or products to sell to your existing clients.

15

4. Develop or bring in expertise to sell to a new market. i.e. freelance business development or sales.
There is no one single answer, all or any of them could be the answer for you.
So, as you plan your company's financial future, it's important to analyse carefully your
current market place in terms of your available client base and what your competitors are doing.
Remember to review your competitor analysis on a regular basis as they will be reviewing yours.
As well as growing organically using your existing resources, you could also expand by
buying a competitor or another business that will extend your current product or services range. This
is known as 'acquisition' this will generally require more business funding and often opportunities
present themselves when least expected.
Business owners often underestimate the amount of funding that that's needed to break into a
new market, launch a new product or service or even take on a major new contract.
However, to access this funding, you will need to spend considerable time and energy
creating a workable and viable strategic business plan, which should show that you have a good
grasp and understanding of how much cash you need and what your intended use will be.
BlackBerry is a line of mobile e-mail and smart phone devices developed by Canadian
company Research in Motion (RIM). While including typical smart phone applications
(address book, calendar, to-do lists, etc., and telephone capabilities), the BlackBerry is
primarily known for its ability to send and receive Internet e-mail wherever it can access a
mobile network of certain cellular phone carriers. It commands a 20.8% share of worldwide
smartphone sales, making it the second most popular platform after Nokia's Symbian OS. The
first BlackBerry device was introduced in 1999 as a two-way pager. In 2002, the more
commonly known smartphone BlackBerry was released, which supports push e-mail, mobile

16

telephone, text messaging, Internet faxing, Web browsing and other wireless information
services. It is an example of a convergent device.
BlackBerry first made headway in the marketplace by concentrating on e-mail. RIM currently
offers BlackBerry e-mail service to non-BlackBerry devices, such as the Palm Treo, through
the BlackBerry Connect software.
The original BlackBerry device had a monochrome display, but all current models have color
displays. Most current BlackBerry models have a built-in QWERTY keyboard, optimized for
"thumbing", the use of only the thumbs to type, and there are also several models that include
a SureType keypad for typing, and two models that are full touch-screen devices with no
physical keyboard. System navigation is primarily accomplished by a scroll ball, or
"trackball" in the middle of the device, older devices used a track wheel on the side.

17

CHAPTER -3

18

TATA TELESERVICES LTD

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 DOCOMO in November 2008. TATA DOCOMO has received a panIndia license to operate GSM telecom servicesand 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.
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
optionpart of its Pay for What You Use pricing paradigm. Tokyo-based NTT DOCOMO is one of

19

the worlds leading mobile operatorsin 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 six
different brands
1) Tata Indicom (CDMA services),
2) Tata Docomo (GSM services),
3) Virgin Mobile,
4) Tata Walky (which is the brand for
fixed wireless phones),
5) Tata Photon (the companys brand that provides a variety of options for wireless mobile
broadband access) and
6) T24. TTSL recently entered into a strategic partnership agreement with Indian retail giant Future
Group to offer mobile telephony services under a new brand nameT24on 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 Wire line Services. TTSLs bouquet of telephony
services includes mobile services, wireless desktop phones, public booth telephony, wire line
services and enterprise solutions.
.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.

20

TATA Business Excellence Model

Tata Business Excellence Model is a framework which helps companies to achieve
excellence in their business performance. This is the chosen model by the TATA group to help
in building globally competitive organizations across TATA Group companies. TBEM is
based on the Malcolm BAL ridge National Quality Award Model of the U.S.
The Criteria have three important roles in strengthening competitiveness:

To help improve organizational performance practices, capabilities, and results

To facilitate communication and sharing of best practices information among all

organizations within TATA Group.

To help in guiding organizational planning and opportunities for learning

The Criteria are built on the following set of 10 Interrelated Core Values and Concepts:

Visionary Leadership

Customer-driven Excellence

Organizational and Personal Learning

Valuing Employees and Partners

Focus on the Future

Managing for Innovation

Management by Fact

Social Responsibility

21

Focus on Results and Creating Value

Agility
The Core Values and Concepts are embodied in seven Categories, as follows:

Leadership

Strategic Planning

Customer and Market Focus

Measurement, Analysis, and Knowledge Management

Work force Focus

Process Management

Business Results

22

TATA DOCOMO
Tata DOCOMO is Tata Teleservices Limiteds telecom service on the GSM platformarising out of the Tata Groups 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 Indias 22 telecom Circles-and has also been allotted spectrum in 18
telecom Circles. Of these, it has already rolled out services in 17 Circles-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 and Himachal Pradesh.
Tata DOCOMO marks a significant milestone in the Indian telecom landscape, as it
stands to redefine the very face of telecoms in India. 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.
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 the I-Mode, e-wallet and a plethora of lifestyle-enhancing
applications. Today, while most of the rest of the industry is only beginning to talk of 4G
technology and its possible applications, DOCOMO has already started 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.
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

23

identification of key areas where the two companies will work together. DOCOMO, the
worlds leading mobile operator, will work closely with the Tata Teleservices Limited
management and provide know-how to help the company develop its GSM business.
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 in the 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 in Japan with a 50 per cent
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-modeTM, mobile payment and a plethora of lifestyleenhancing 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 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.

24

TATA DOCOMO also introduces blackberry mobile phone with services for corporate
people.
Tata DOCOMO has also set up a 'Business and Technology Cooperation Committee,
comprising of senior personnel from both companies. The committee 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 on helping the company develop its GSM business.

25

INDIAN TELECOMMUNICATION

Third largest telecom network in the world.

Largest operator in INDIA is BSNL.

INDIAS mobile market is the fastest growing market in the world.

TATA DOCOMO is from TATA Tele service LTD.

TATA DOCOMO marks a significant milestone in Indian telecom landspace.

First mobile service provider to have second pulse tariff.

Ntt DOCOMO

Worlds leading Japan based telecom company.

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

It is the global leader in value added services.

TATA Telecommunications LTD.

TATA telecom Incorporated in 1996.

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

26

OBJECTIVES

To know the awareness about the brand.

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

To study the unique product feature of brand.

To know the impact of promotional activities on the purchasing behavior of the

buyer.

27

MARKETING MIX

What is marketing mix?

The marketing mix is a set of controllable tactical marketing tools that work together
to achieve companys objective.

4ps
What are 4ps ?
4ps is also called marketing mix.4ps consists of

Product

Price

Place

Promotion

28

PRODUCT

TATA DOCOMO having good range of Services: Tata Docomo provides both
postpaid and prepaid services.

TATA DOCOMO Quality network: Tata DOCOMO having good quality

network which provide clarity in voice.

PRICE

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

applicable for both prepaid and postpaid.

PLACE

It having good range of channels of distribution: As Tata already exist in this

field of telecommunications as Tata Indicom. It has wide range of channels of
distribution to sell TATA DOCOMO services

Promotion

Advertising: TATA DOCOMO following different style of advertising pattern in

TVs and newspapers. Due to that reason it was reaching public very fast.

29

Sales promotion: due to unique feature of TATA DOCOMO it helps the sales
people to decrease burden.

30

TATA PHOTON

Tata Photon Plus USB Tariffs

Service available in Jaipur, Jodhpur, Kota, Neemrana and Udaipur
only.
Now get a Tata Photon Plus Postpaid connection at Rs.1799/Get 100% Cashback on select plans!
Time/ Data Based Plans

Data
Based

Time
Based

Plan Name

Monthly
Free Usage
Rental (Rs)

Additional
Usage
Charges

Photon Plus
Starter

250

250 MB

Re. 0.50/MB

Photon Plus
Lite

500

650 MB

Re. 0.50/MB

Photon Plus
1GB

650

1 GB

Re. 0.50/MB

Photon Plus
2GB

750

2 GB

Re. 0.50/MB

300 Min

Re. 1/Min

1800 Min

Re. 1/Min

Photon Plus 5
250
Hours
Photon Plus
30 Hours

500
31

Photon Plus
60 Hours
Photon Plus
Day & Night
Plan

750

3600 Min

Re. 1/Min

950

3600 Min (Day)

& 5400 Min
(Night)

Re. 1/Min

Terms and Conditions:

The discounts are applicable only for new Photon Plus
connections

The Bill Value Discounts are applicable only for first 12 months
from the date of activation

The discount value will be corresponding to the rental plan that

the customer selects during activation of connection.

Data Usage refers to total data transfer (Upload + Download).

The plan rental and free data usage in the first bill would be
prorated.

The free unutilized data usage cannot be carried forward to the

next month.

Voice calls & SMS will be barred on the Photon Plus device.

Terms and Conditions :

Service tax at applicable rates and any other applicable
government levies will be charged extra.

Period

Time

Day

7AM to 11 PM
32

Night

11PM to 7AM

Unlimited Plans

Plan
Name

Usage
Beyond
Monthl Free Usage at
Bundled
y
speeds up to
Usage at
Rental 3.1
speeds up
(Rs)
Mbps(Downlink)
to 155
Kbps

Total
Monthly Discounts
Discount over 12
s (Rs.)
months
(Rs.)

Photon+
Mega
950
5GB
Unlimited

5 GB

Unlimited

150

1800

Photon+
Power
1100
Surf
Unlimited

10 GB

Unlimited

150

1800

Photon+
Super
1500
Surf
Unlimited

15 GB

Unlimited

150

1800

Terms and Conditions:

Service tax at applicable rates and any other applicable
government levies will be charged extra.

*100% Cashback Offer is also applicable on the Photon Plus

Day & Night Plan

The Cashback Offer is applicable only for new Photon Plus

connections

In case of plan change, the offer will not be applicable

The plan rental and free data usage in the first bill would be
prorated.

The free unutilized data usage cannot be carried forward to the

next month.

**Night - 11 p.m. to 7 a.m.

33

Device Bundled Offers

Plan
Name

Custom
er
Subscripti
Addition
Bundled Package
on Period
al Usage Benefit
Usage
Incl.
(Months)
Charges
Taxes
(Rs.)

Post 6
months
,
monthl
y rental
(Rs.)

Device +
Photon+
1 GB
6
HARP

1 GB

3900

Re 0.5/
MB

1 GB
Usage
650
per
month for
6 months
Device +

Photon+
2 GB
6
HARP

2 GB

4500

Re 0.5/
MB

2 GB
Usage
750
per
month for
6 months
Device +

Photon+
60
6
Hours

3600 Min 4500

Re 1/
Min

3600 Min
Usage
750
per
month for
6 months
Device +

Photon+
5 GB
6
Unlimite
d HARP

5 GB
Unlimited
NA
950
* Usage
per
month for
6 months
*Post 5 GB (at speeds up to 3.1 Mbps), Unlimited Usage will be
available at 155 Kbps
5 GB
Unlimite 5000
d*

34

GCC charges will be extra

In case of disconnection within the subscription period, no

refund will be provided

Migration to any other plan will not allowed within the

subscription period

The free unutilized data usage cannot be carried forward to the

next month.

Prepaid:
Recharge Vouchers
Now get a TATA Photon Plus Prepaid connection at Rs. 1799/(Incl. SUK)
SUK (Starter Kit) Details
MRP

Rs 100

Benefit

Get 1 GB Usage free valid over 30 Days

FRC for Photon Plus Prepaid

FRC in
Rs.

Bundled Free
Usage

Validity (in
Days)

Grace Period (in

Days)

4 GB

30

90

2
Unlimited*
30
90
*post 2GB customer gets unlimited usage at 64Kbps within validity
period
Recharge Vouchers
35

Recharge Value

Usage

Validity

300

1 GB (1024 MB)

7 Days

250

250 MB

30 Days

500

650 MB

30 Days

1500

6 GB (6144 MB)

90 Days

2500

10 GB (10240 MB)

90 Days

Tata docomo 3g postpaid unlimited

Smart Life Plans
Monthly Rental
(Mbps)
Data at Peak Speed
3G 3.6 Mbps Don 5 GB @ 1000 Plan
GB
3G 3.6 Mbps Don 10 GB @1250 Plan
GB
3G 7.2 Mbps Don 5 GB@1275 Plan
GB
3G 7.2 Mbps Don 10 GB@1500 Plan
GB
3G 21 Mbps Don 15 GB@2000 Plan
GB
Basic plan
MRP (Rs.)
500 3.6
750 3.6

3g postpaid
Speed (mbps)
650 MB
2 GB

Data

36

(Rs.) Data

Peak Speed

1000

Unlimited 3.6

1250

Unlimited 3.6

10

1275

Unlimited 7.2

1500

Unlimited 7.2

10

2000

Unlimited 21

15

37

BLACKBERRY HANDSET
BlackBerry is a line of mobile e-mail and Smartphone devices developed by Canadian
company Research In Motion (RIM). While including typical Smartphone applications
(address book, calendar, to-do lists, etc., and telephone capabilities), the BlackBerry is
primarily known for its ability to send and receive Internet e-mail wherever it can access a
mobile network of certain cellular phone carriers. It commands a 20.8% share of worldwide
Smartphone sales, making it the second most popular platform after Nokia's Symbian OS.[2][3]
The service is available in North America and in most European countries.[4]
The first BlackBerry device was introduced in 1999 as a two-way pager. In 2002, the
more commonly known Smartphone BlackBerry was released, which supports push e-mail,
mobile telephone, text messaging, Internet faxing, Web browsing and other wireless
information services. It is an example of a convergent device.
The original BlackBerry device had a monochrome display, but all current models have
colour displays. Most current BlackBerry models have a built-in QWERTY keyboard,
optimized for "thumbing", the use of only the thumbs to type, and there are also several
models that include a Sure Type keypad for typing, and two models that are full touch-screen
devices with no physical keyboard. System navigation is primarily accomplished by a scroll
ball, or "trackball" in the middle of the device, older devices used a track wheel on the side
and newer devices like the Blackberry Bold 9700 or Curve 8520/8530 use a small pad for
navigation "track pad" instead of a trackball.
Tata docomo introduce black berry mobile with service for corporate
people, celebrities etc.TATA DOCOMO provide 3 top model of blackberry:-

38

1) BlackBerry 9000
2) BlackBerry Curve 8520
3) BlackBerry 8900

39

BlackBerry Bold 9000

Price : 26,990

40

Feature

BlackBerry 9000

Market Name

Bold

Wireless email / Organizer / Browser / Phone

Yes

Camera

BlackBerry

Yes

Video Recording

Curve 8520

Yes

Media Player

Yes

SMS / MMS

Yes

GPS

Yes

Length / Width / Depth / Weight

Price : 14,990

4.48"/2.06"/0.59"/136
BlackBerry 8520
g
Yes
Trackball

Feature
Wireless
Trackballemail/Organizer/Browser/Phone
/ Track wheel
Keyboard
Camera

QWERTY

Yes

Built-in Speakerphone
Video recording

Yes

Yes

Bluetooth
Media Player

Yes

Yes

Color display
SMS/MMS

Half VGA resolution

Yes

Standby Time / Talk Time

GPS

13.5 Days / 4.5 Hrs

No

Flash memory / Micro SD card

Length/ Width/ Depth/ Weight

1 GB + 128 MB / 4.429"/
Yes
2.36"/ 0.54"/

Wi-Fi

Yes

106g

Works on
Trackball/Trackwheel/Trackpad

Yes

Trackpad

900/1800/850/1900/900/1800/GPRS/EDGE
Keyboard

QWERTY

Network
Built-in speakerphone

Yes

Bluetooth

Yes

Color display

High resolution 320x240

Standby time / Talk Time

17 Days / 4.5 Hrs

Flash memory / microSD card

256 MB / Yes

41

Wi-Fi

Yes

Works on 900/1800/850/1900/900/1800/GPRS/EDGE

Yes

Network

Blackberry 8900
Price: 19,990

42

Feature

BlackBerry 8900

43

Market Name

8900 Curve

Wireless email / Organizer / Browser / Phone

Yes

Camera

Yes

Video Recording

Yes

Media Player

Yes

SMS / MMS

Yes

GPS

Yes

Length / Width / Depth / Weight

4.29"/2.36"/0.53"/109.9g

Trackball / Track wheel

Trackball

Keyboard

QWERTY

Built-in Speakerphone

Yes

Bluetooth

Yes

Color display

High resolution

Standby Time / Talk Time

15 Days / 5.5 Hrs

Flash memory / Micro SD card

256 MB / Yes

Wi-Fi

Yes

Works on

Yes

900/1800/850/1900/900/1800/GPRS/EDGE Network

TATA DOCOMO SERVICES

Tata Teleservices, in October 2007 launched Tata Zone, an infotainment portal on Tata
Indicom BREW-enabled mobile phones, in Hindi. This service has applications, pricing
details, downloads and browsing instructions in Hindi. The rationale behind this was simple:
- 66% of all Indians speak Hindi, while less than 5% understand English.

44

Tata DoCoMo was formed in November 2008 as an alliance between Tata

Teleservices and NTT Do Como
Currently, Tata Docomo Mobile service is available in these following circles:

Andhra Pradesh

Bihar & Jharkhand

Chennai

Gujarat

Haryana

Himachal Pradesh

Karnataka

Kerala

Kolkata

Madhya Pradesh

Maharashtra & Goa

Mumbai

Orissa

Punjab

Tamil Nadu

Uttar Pradesh (East)

45

Uttar Pradesh (West)

West Bengal

Chhattisgarh

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 to central, east and north.
Tariff Plans

TATA DOCOMO recently launched BlackBerry Services. As of now TATA

DOCOMO users have option to choose between 2 Plans - DO 299 and DO 899. Plan Do
299 is a basic plan; it allows checking up to 10 of your mails like Hotmail, Yahoo, and
Gmail etc. So DO 299 Plan is for those people whose primary requirement is to check &
send emails and chat while on the move. Plan Do 899 provides unlimited Domestic Data
Usage. International Data is charged at Rs.5.5 per 10 KB. If you are using any one
of TATA DOCOMO's partner networks while roaming nationally then your data usage
through the BlackBerry Browser (which includes Instant Messaging, access to configured
mails on the device and social networking through Face book or MySpace icons on the
Device) is free on the DO 899 and DO 299 BlackBerry Data Plans.. Only usage of the
Dive-In Portal (WAP Portal) and Internet Browsing (either as a tethered modem or
through any other browser other than the BlackBerry Browser) will be charged at the rate
of 10 paisa/10 KB.

46

Comparison: Do 299 (Mail lite) and Do 899 (BIS)

Black berry internet service

The easiest way of getting e-mails, instant messages, socially networking or just browsing the
net. Most suitable for individuals who plan to carry their lives with them on the move.
Features

Access up to 10 POP3/IMAP email accounts: Now configure your personal mails like
Yahoo!, Gmail , Rediff, Hotmail, etc.

47

Unlimited emails: There is no quota on BlackBerry Internet Service with our

unlimited data plan.

Instant Messaging: Including Yahoo! Messenger, Google Talk and Windows Live
Messenger.

Multiple mailboxes view on handheld: Your BlackBerry handheld will show all
configured mailboxes in a single screen.

Attachment viewing: Open and view email attachments in any of these popular
formats : Microsoft Word (.doc), Microsoft PowerPoint (.ppt), Microsoft Excel
(.xls) ,Adobe pdf (.pdf), Corel Wordperfect ( .wpd), ASCII text (.txt), ZIP Archive (
.zip), Images (.jpg, .bmp, .png, .gif, .tiff).

Internet Browsing: Browse and surf websites anytime.

BlackBerry Internet Services

Its never been easier getting email, attachment viewing, web browsing and instant messaging
on the go!
BlackBerry Internet Service can be up and running in just a few steps, regardless of email
account type - and without IT support. Its the easiest, most affordable way for individuals or
small businesses to start using BlackBerry devices.
BlackBerry push technology lets you receive your email effortlessly because messages are
automatically pushed to your device.
Multiple email account integration

48

Add up to 9 supported personal and work email addresses on your BlackBerry Smartphone.
And if you need a new one, choose a unique BlackBerry email address just for your
Smartphone.
Personal/Web-Based Email Access
Enjoy the convenience of automatic, push delivery and mailbox synchronization with the
most popular Internet-based email accounts on your BlackBerry Smartphone. Whether you
prefer AOL Mail, Windows Live Hotmail, Google Mail or Yahoo! Mail, enjoys on-the-go
access to your web mail.
Picture This!
On BlackBerry smart phones with cameras, you can take pictures and then email your shots
to friends or family. Just snap and send!
Browser
Take the web with you. With the BlackBerry Internet Service browser, you get full access to
the Internet on the go, so you can browse the same sites on your BlackBerry device that you
browse at your desktop PC.
Stay in touch with your personal contacts
Take your instant messaging with you. Instant messaging (IM) applications on BlackBerry
smart phones keep you in touch with your IM contactsno matter where you are or what
you're doing.
The BlackBerry Internet Service gives you access to many of the instant messaging
applications that you already use on your BlackBerry Smartphone, including:

49

BlackBerry smart phones support Yahoo! Messenger, Windows Live Messenger, Google
Talk, AOL Instant MessengeR service and ICQ when integrated with BlackBerry Internet
Service
Stay Social On BlackBerry
Update your status the moment you feel like it. Instantly share and tag funny pictures you just
took. Post on your friends walls from wherever you are! Stay in touch with your social world
from almost anywhere with social networking on your BlackBerry Smartphone.
Post, poke and more with Face book , share all your pictures on the go with Flicker and get
everything you love about MySpace on your BlackBerry Smartphone
1 Certain features outlined herein require a certain BlackBerry Smartphone or a minimum
version of BlackBerry Desktop Software and/or BlackBerry Device Software. 2 When you
subscribe for, acquire, or use third party products and services with RIM products or services
you accept that: 1. It is your sole responsibility to (a) ensure that your airtime service
provider will support all of their features; (b) identify and acquire all required intellectual
property and other licences prior to installation or use and to comply with the terms of such
licences; 2. RIM provides such products and services on an AS IS basis with no express or
implied conditions, endorsements, guarantees, representations or warranties of any kind, and
assumes no liability whatsoever with respect to them.

MAILITE

Wouldn't it be great if you could check your emails on the go, and get instant
messaging at an affordable price with absolutely no usage charges.

50

Now check upto 10 of your mails like Hotmail, Yahoo!, Gmail.

This could also be your official account on POP3 access.

You may also view and send attachments in popular formats like MS Word, MS
Excel, and PowerPoint.

That's not all. Chat with your friends on all the popular messengers like MSN, Gtalk,
Yahoo! Messenger.

What's more... it works on any BlackBerry device on Tata DOCOMO

All this at an unbelievable monthly rental of Rs. 299 only!

So if your primary need is to check email and chat while on the move, Tata
DOCOMO DO 299 is for you.

BlackBerry MaiLite
Its never been easier to get email, attachment viewing, and instant messaging on the go!
BlackBerry MaiLite can be up and running in just a few steps, regardless of email account
type and without IT support. Its the easiest, most affordable way for individuals or small
businesses to start using BlackBerry devices.
BlackBerry push technology lets you receive your email effortlessly because messages are
automatically pushed to your device.
Personal/Web-Based Email Access

51

Enjoy the convenience of automatic, push delivery and mailbox synchronization with the
most popular Internet-based email accounts on your BlackBerry smartphone. Whether you
prefer AOL Mail, Windows Live Hotmail, Google Mail or Yahoo! Mail, enjoy on-the-go
access to your web mail.
Push-delivery technology
Messages are delivered automatically to your smartphone and you can be notified as soon as
they arrive.2
View attachments
Theres no need to wait until youre in front of your computer to open attachments. Whether
its a picture from last weekends party or an important presentation from a co-worker, you
can open it on the spot. Supported attachment formats include:

JPEG

Adobe PDF

Microsoft Word, Microsoft Excel and Microsoft PowerPoint

Picture This!
On BlackBerry smartphones with cameras, you can take pictures and then email your shots to
friends or family. Just snap and send!
Stay in touch with your personal contacts
Enjoy many of the instant messaging features you already enjoy on your computer on your
BlackBerry smartphone, including Yahoo! Messenger,Windows Live Messenger, Google Talk

52

,AOL Instant Messenger service and , when integrated with your BlackBerry MailLite
service.
1. Certain features outlined herein require a certain BlackBerry smartphone or a
minimum version of BlackBerry Desktop Software and/or BlackBerry Device
Software.
2. When you subscribe for, acquire, or use third party products and services with RIM
products or services you accept that: 1. It is your sole responsibility to (a) ensure that
your airtime service provider will support all of their features; (b) identify and acquire
all required intellectual property and other licences prior to installation or use and to
comply with the terms of such licences; 2. RIM provides such products and services
on an AS IS basis with no express or implied conditions, endorsements, guarantees,
representations or warranties of any kind, and assumes no liability whatsoever with
respect to them.

DO 899

DO 299

899

299

unlimited

unlimited email and IM only

nil

nil

Rental / Month
Free Domestic Data usage (in KB)
Data Usage Charges (per KB in paisa)

TTSL offers services such as News, Games, Faith and Prayers, Ring tones, Streaming TV,

53

Fun Shows, Video Zone, Song Download Express, Cricket, Internet Surfing, Astrology, and
Mobile Office among others.

We have launched a host of value added services for our customers. These include :

Conferencing:
This enables you to involve three people (including yourself) in one telephonic conversation.
You can use the conferencing facility even when the Tata Indicom Public Phone Booth is
closed, from the comfort of your home. The Tata Indicom Public Phone Booth conferencing
has a user-friendly Auto Caller Unit (ACU) system with a voice prompt facility that provides
complete privacy for conversations. An independent number and password ensure utmost
security. At the end of the call the ACU announces the call charges and balance credit
amount.
Fun doo calling:
You can call to update yourself on your horoscope, cricket scores, tension easers
(jokes and thought of the day), city information and news.
Inquiry:
Enquiry everywhere!
Customer service:
This is a dedicated customer call centre, available for all queries, complaints and suggestions

54

CHAPTER=4

55

During my summer training period I have visited 34 multi brand outlay. Detail shown
below

Sl.n

M.B.O

ADDRESS

CONTACT PERSON

CONTAC

1.

Debasis kanungo

NUMBER
97785637

Madhusudan Subudhi

68
99370708

2.

Royal electronics

Bapuji

Allied Corner

Nagar
Bapuji
Nagar

3.

Video Graph

Bapuji

78
S.akhtar

Nagar
4.

Mobile Stop

Bapuji

79
Ram chandra dash

nagar
5.

Exclusive

Bapuji

Unicorn

Bapuji

99370708
61

Arvind patnaik

nagar
6.

99370708

98613644
79

Surya patra

nagar

99370771
34

7.

Laxmi Enterprise

Bapuji

Manoranjan patra

99374995

8.

Tele Plaza

nagar
Bapuji

Butu

07
99370736

nagar
9.

10.

Lingaraj watch and

Bapuji

communication

nagar

Suraj watch nd co

Bapuji
nagar

56

88
Madhav subudhi

99370736
75
90403026
35

11

Cheer Electronics

Bapuji

Debendra padhi

nagar

99370736
72

md.ilias

97787109
09

12.

Cheer Electronics

Bapuji

Debendra padhi

nagar

99370736
72

md.ilias

97787109
09

13.

Sweeta Communication

Bapuji

Manoranjan pradhan

nagar
14.

Cell Net Tele Link

Bapuji

01
Litu

nagar
15.

Tele Point

Bapuji

New Generation

Bapuji

Ravi Kumar

Saitech

Bapuji

98610233
31

S.C Patra

nagar
17.

06742536739

nagar
16.

98610594

06742597878

P.K.Mohanty

nagar
18.

Technology

Bapuji

Chinna

nagar
19.

Cell Net Tele Link

Ashok

86
Litu

nagar
20.

Allied Corner

Ashok

22.

Cell World

B.N.Traders

Madhusudan Subudhi

99370708
78

Ashok

Satya Prakash

nagar

Kanungo

Ashoka

Madan lal agarwal

57

94372320
08

nagar
21.

99370742

94370120
80
0674-

market
23.

Cell Point

Ashoka

2537850
Prakash Kumar Nayak

market
24.

Sale Point

Subham

6532670
D.K.Patra

market
25.

Sale Bazaar

Subham

Sale Mart

Subham

Surendra sethy

Tele shoppe

Saheed

Jitendra Routray

Handset Harbour

Saheed

S.K.Jena

Laxmi Mobile and Services

Saheed
nagar

30.

Aumshree

Saheed

Ranjan Patra

Gsm4u

Saheed

T.Nakumkumar.Subud 98611500
hi
Manoranjan Udgata

B.M.Electronics

Priyadarsha

S.K.Sahoo

Ajanta Watch Co

Priyadarsha

B.Panda

Sruti Solution

Priyadarsha
ni market

58

98530921

98610330
12

Anwar Khan

ni market
34.

98610367

01

ni market
33.

04

51

nagar
32.

99370710
32

nagar
31.

98610123
45

nagar
29.

99370709
56

nagar
28.

99370764
72

market
27.

99370725
29

market
26.

0674-

97761221
64

C.M.Paricha

99372798
95

Sort-Listed of Active Retailer:

On the basis of retailer interest & other parameter regarding penetration of blackberry out of
34 m.b.o, 15 m.b.o selected as hot one
M.B.O

ADDRESS

CONTACT

CONTACT

Royal electronics
Unicorn

Bapuji Nagar
Bapuji Nagar

PERSON
Debasis kanungo
Surya patra

NUMBER
9778563768
9937077134

Allied Corner

Bapuji Nagar

Madhusudhan

9937070878

subudhi
Mobile Stop

Bapuji Nagar

Ram Chandra dash

9937070861

Exclusive

Babuji Nagar

Arvind Patnaik

9861364479

Cheer Electronics

Bapuji Nagar

Debendra padhi

9937073672

Allied corner

Ashok nagar

Madhusudhan

9937070878

Cell net tele link

Cell Net Tele Link

Ashok nagar
Bapuji Nagar

subudhi
litu
Litu

9437232008
0674-2536739,

Tele Point

Bapuji nagar

Ravi kumar

9437232008
9861023331

Cell world

Ashok nagar

Satya prakash

9437012080

kanungo
B.N.Traders

Ashoka market

Madan lal agarwal

0674-2537850

Cell Point

Ashoka market

Prakash kumar

0674-6532670

59

nayak
Sale point

Subham market

Sale mart

Subham market

D.K.Patra
Jitendra Routray

60

9937072529
9937070956

61

RESEARCH METHODOLOGY
Research is a systematic method of finding solutions to problems. It is essentially an
investigation, a recording and an analysis of evidence for the purpose of gaining knowledge.
According to Clifford woody, research comprises of defining and redefining problem,
formulating hypothesis or suggested solutions, collecting, organizing and evaluating data,
reaching conclusions, testing conclusions to determine whether they fit the formulated
hypothesis.
1.5.1 Sampling Design.
A sample design is a finite plan for obtaining a sample from a given population. Simple
random sampling is used for this study.
1.5.2 Universe.
The universe chooses for the research study is the multi brand outlet and people of
Bhubaneswar.
1.5.3 Sample Size.
Number of the sampling units selected from the population is called the size of the sample.
Sample of 50 customer and 34 retailer shop were taken.
1.5.4 Sampling Procedure.
The procedure adopted in the present study is Non probability sampling.
1.5.5 Methods of Data Collection.
The datas were collected through Primary and secondary sources.
1.5.5.1 Primary Sources.
The primary sources are discussion with outlet and customer, datas collected through
questionnaire.
1.5.5.2 Secondary Sources.

62

The secondary data mainly consists of data and information collected from records, company
websites and also discussion with the management of the organization.
1.5.6 Questionnaire.
A well defined questionnaire that is used effectively can gather information on both overall
performance of the test system as well as information on specific components of the system.
A defeated questionnaire was carefully prepared and specially numbered. The questions were
arranged in proper order, in accordance with the relevance.
1.5.7 Sample
A finite subset of population, selected from it with the objective of investigating its properties
called a sample. A sample is a representative part of the population. A sample of 100
respondents in total has been randomly selected. The response to various elements under each
questions were totaled for the purpose of various statistical testing.
1.5.8 Presentation of Data.
The data are presented through charts and tables.
1.5.9 Tools and Techniques for Analysis.
Microsoft excel is used.
1.6- SCOPE OF THE PROJECT
This project was undertaken for a specific period in Tata DOCOMO to find out the relevant
information regarding the increase of the sale of Tata DOCOMO blackberry through the retail
point, & how to maintain the brand image of Tata DOCOMO by providing its better service
to the existing and new customer. It is an exercise that is well planned into the curriculum
giving the researcher a valuable opportunity to understand the working dynamics of the
organization and to experiment and exhibit the recently acquired management and
administration skills.

63

1.7-CHAPTERISATION.
Chapter 1 describes the importance of the project, relevance of the study, research
methodology, research question etc. chapter 2 describe about the companys profile.
Chapter 3 tells the objective of the company i.e. what is the vision, mission
etc.Chapter 4 describe the review of literature, and it means what strategy have
followed in earlier. Chapter 5 belongs to analysis and interpretation of data, what the
customer and retailer say. After that interpretation of data takes place. Chapter 6
indicates the result and after that suggestion an at last conclusion

64

CHAPTER-5

65

Retailer survey:#1 Table what is the number of different mobiles you sell in a month.
Company Name

In Number

In Percentage

Nokia

60

60%

Sony Ericson

7%

Samsung

8%

Lg

5%

Motorola

7%

Other

13

13%

Total

100

100

66

Graphical Representation

In number
tatadocomo
airtel
idea
vodafone
bsnl
reliance

Interpretation:From above chart we find that the percentage of sale of nokia is more as compare to other
company.it indicate that people refer the nokia mobile very much .

67

#2 table number of blackberry with service you sell in a month

Company name

In number

Percentage (%)

tatadocomo

10

10

airtel

25

25

idea

vodafone

10

10

bsnl

reliance

15

15

other

30

30

total

100

100

68

Graphical Representation

In number

tatadocomo; 10%
other; 30%
airtel; 25%
idea; 5%
reliance; 15%
bsnl; 5% vodafone; 10%

Interpretation
Above chart indicate that retailer sells blackberry with service in a affordable price. About
25% customers prefer airtel blackberry, 10% tata docomo customer and 30% is blackberry
customer getting other service.

69

Customer survey:#1Table: educational qualification

Sl. no

Description

MATRICULATE

Graduate

39

Post graduate

26

Others

32

3
32
39

26

# 2 table sex of the respondents

70

#1 Table: mobile service you use

Company Name

In Number

Percentage

DOCOMO

15

15%

Idea

10

10%

Reliance

17

17%

Vodafone

13

13%

BSNL

15

15%

Airtel

25

25%

Others

10

10%

100

100

Total

Graphical representation

In percentage
DOCOMO
10
25

15

Idea

15
10

Reliance

17

BSNL

Vodafone
Airtel

13

Others

Interpretation:Out of 100%, 25 % people are using airtel service, 17% using reliance, 15% are Tata docomo
user and rests are other users.

71

72

#2 Tables: IMPORTANCE REGARDING TATA DOCOMO SERVICE

What is important for you?
SERVICE

IN NUMBER

PERCENTAGE (%)

Connectivity

17

17

Coverage

25

25

Roaming

22

22

Local call

30

30

100

100

All
Total

Interpretation:-people use tata docomo due to its call tariff and also coverage. There is also a
good roaming facility

73

#3 Features of TATA DOCOMO forced people to use it, is

h
C
ile
rtT
a

Interpretation:- the advertisement that tatadocomo showing forced people to use.

Also due to its good connectivity .

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Awareness of TATA DOCOMO

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Information about TATA DOCOMO is through?

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Attractiveness of customers towards TATA DOCOMO

77

Opinion regarding tariff plan offered by TATA DOCOMO

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CONNECTIVITY OF TATA DOCOMO

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OPINION TOWARDS PAISA/SECOND PULSE

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Ratings of TATA DOCOMO

81

Suggest others to take TATA DOCOMO

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Chapter=6

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FINDING
Current issues/ gaps
Customer related

Life Cycle Management - No monitoring & managing of BB customer life Cycle.

No dedicated resource for Network visits for Blackberry.
Not in reach of Customer- Issue of Match Box Distribution.

Visibility gaps

Visibility of Blackberry Product POP material is very Low

Stock Availability in Retail is Nil
Promoter of Blackberry is not present in any retail outlet.

Handheld support gaps

Demo handheld to Retail Market

Handheld Price is not competitive as Local Mkt. BB handheld.

BB connect services should start in BBSR Mkt.

No Knowledge of Blackberry Handheld & Services to retail Mkt.(Technical &

Feature)

Handheld Model unavailability.

IMEI Base of top High End user of handset Data base of Tata Docomo.

High Investment Business.

Relationship building gaps

No monitoring & managing of customer life Cycle.

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Retailer Engagement toward the BB Handheld.

No welcome visit to customer for configuration the handheld and

transfer the Data.

Fear of after Sales Services

The customer is a highly demanding. We are not well trained to

provide services to him.

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SUGGESTION
Tapping of Multi Brand Outlets

Identify Top Multi Brand Outlets selling handsets of 20k & Above.

Touch base with the MBO and explain the margins on Blackberry.

Leverage DSE financial strength for extension of credit to MBO to start with.

Training of MBO staff on Blackberry.

Placement of product along with leaflets, broachers, Danglers etc.

Convincing of MBO for in-shop branding at the MBO to attract walk in.

Deployment of promoters at the upcoming interested MBO to help execute

sales of Blackberry initially.

BB SPOC in one 1 per DSA & Promoter to be place in MBO.

DEMO handheld to provide in MBO.

Increase network coverage: Few of customers not satisfy with net work coverage. If
Tata increase more towers more customers are satisfy
Increase download speed of internet: the download speed of Tata Docomo is very
slow. If it increases speed of download it may increase the brand image
Concentrate on SMS tariff: No difference from the competitors SMS tariff if it
made slight changes it will attract more customers
Avoid black marketing of Sims by dealers: due to doing black marketing the brand
image decreases
More customer service centers are requiring: More customer service centers are
require meeting the desires of customers.

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RECOMMENDATION

By virtue of its connectivity and advertising strategy TATA DOCOMO is successful in

grabbing the market share to some extent, in India.

But despite of this TATA DOCOMO has a long way to go. In order to dominate big
players like Airtel, reliance and BSNL, it has to create stronger network and as customers are
giving more emphasis on network.

Now market has become so competitive, in order to sustain and increase market share,
new schemes should be introduced. The schemes should be changed in regularly.
In order to make advertisements more popular more celebrities should be signed.

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CONCLUSION

The conclusion of my study is that TATA DOCOMOS Advertisement has a major

impact on its users. People like its schemes very well. TATA DOCOMO has created a good
image on the mind of the new users of cellular service. TATA DOCOMO has adopted a very
good strategy by providing a new connection with blackberry, which is perceived as a
premium class mobile. Within one and a half year.
The project was a good learning experience for me as I got an opportunity to apply
my theoretical and conceptual knowledge on marketing through Tata DOCOMOs new
marketing strategies. From the analysis it may be concluded that though the retail point
outlay the penetration of blackberry should generate a good business for the company in the
future.
TATA DOCOMO is successful in capturing a major portion of the market, adopting
various strategies like heart touching advertisements and promotion through MBOs .It has
also increased its goodwill by promoting several NGOs .For providing best service and
grabbing market opportunity it has got Asian award as the best company in emerging market.

Tata Docomo has good brand image.

It was the first company to introduce the seconds pulse.

It has a good future if it improves the signal levels.

It has good promotion in the market.

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Questionnaire
FOR RETAILER
NAME:-.
OUTLET NAME: -
ADDRESS:-
CONTACT NUMBER: - .
1) WHICH COMPANY MOBILE U SELLS MORE?
a) NOKIA
b) SAMSUNG
c) LG
d) SONY ERICSSON
e) OTHER
f) ALL OF THE ABOVE
2) DO YOU SELL BLACKBERRY?
a) YES
b) NO
IF YES THEN PROCEED,
3) WHAT IS THE PERCENTAGE OF BLACKBERRY SOLD IN A MBO?
a) 0-10
b) 11-20
c) 21-30
d) 31-40
e) ABOVE 40
4) DOES U THINK SERVICE IS IMPORTANT WITH BLACKBERRY?
a) YES
b) NO
5) ACCORDING TO YOU WHICH ARE THE BEST SERVICE FOR BLACBERRY?
a) AIRTEL
b) TATA DOCOMO
c) IDEA
d) VODAFONE
e) RELIANCE
f) OTHER
If TATA DOCOMO then proceeds further,
6) WHICH FEATURE OF TATA DOCOMO FORCED YOU TO USE IT?
A) ADVERTISEMENT B) CONNECTIVITY C) SCHEMES D) GOODWILL E) OTHER
(SPECIFY)

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7) HOW MANY TATA DOCOMO CUSTOMER IN YOUR OUTLET?

A) LESS THAN10% B)10 TO 30% C)30 TO 50% D)50 TO 70% E)MORE THAN 70%
8) DO YOU THINK TATA DOCOMO CAN BECOME MARKET LEADER ONE DAY ?
A) YES B)NO C)CANT SAY
9) WHICH TYPE OF CUSTOMER IS COMING TO YOUR OUTLET?
a) LOWER CLASS
B) LOWER MIDDLE CLASS
C) MIDDLE CLASS
D) UPPER MIDDLE CLASS
E) HIGHER CLASS
10) WHAT IS THE PERCENTAGE OF UPPER MIDDLE CLASS AND HIGHER CLASS
CUSTOMER COMING TO YOUR OUTLET?
A) 0-20
B) 21-40
C) 41-60
D) 61-80
E) ABOVE 80

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FOR CUSTOMER

1)
A)
B)
C)
2)
3)
4)

5)

6)

YOUR EDUCATION QUALIFICATION:MATRICULATE

GRADUATE
POST GRADUATE
YOUR SEX:a) MALE
b) FEMALE
YOUR MARITAL STATUS
a) SINGLE
b) MARRIED
YOUR AGE :a) 15-18 YEARS
b) 19-25YEARS
c) 26-35YEARS
d) ABOVE 35 YEARS
YOUR OCCUPATION:a) GOVT. SERVICE
b) PVT SERVICE
c) BUSINESS
d) SELF EMPLOYED PROFESSIONALS
e) HOUSE WIFE
f) OTHERS
YOUR MONTHLY INCOME:
a) LESS THAN 10000
b) 10000-15000
c) 15000-20000
d) ABOVE 20000

7) WHICH COMPANY MOBILE SET YOU USE?

a. NOKIA
b. SAMSUNG
c. LG
d. SONY ERICSSON
e. OTHER
8) WHAT IS THE PRICE OF THE MOBILE SET?
a. 0-5000
b. 5001-10000
c. 10001-15000
d. 15001-20000
e. ABOVE 20001
9) WHICH SERVICE THAT YOU USE?
a. AIRTEL
b. TATA DOCOMO
c. BSNL
d. IDEA
e. VODAFONE

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f. AIRTEL
g. RELIANCE
h. OTHER
10) YOU KNOW ABOUT BLACKBERRY?
a) YES
b) NO
IF YES THEN PROCEED,
11) IF YOU WANT TO BUY A BLACKBERRY SET THEN WHICH SERVICE YOU
USE IN THAT SET?
A) AIRTEL
B) TATA DOCOMO
C) IDEA
D) VODAFONE
E) RELIANCEE
F) OTHER
IF TATA DOCOMO THEN PROCEED,
6) WHICH FEATURE OF TATA DOCOMO FORCED YOU TO USE IT?
A) ADVERTISEMENT
B) CONNECTIVITY
C) SCHEMES
D) GOODWILL
E) OTHER (SPECIFY)

7) HOW MANY TATA DOCOMO USERS ARE IN YOUR PHONE BOOK?

A) LESS THAN10%
B) 10 TO 30%
C) 30 TO 50%
D) 50 TO 70%
E) MORE THAN 70%

8) WHICH TYPE OF ADVERTISEMENT YOU MOST LIKE IN TATA DOCOMO?

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A) AUDIOVISUAL
B) PRINT
C) AUDIO
D) BILLBOARDS

9) WHAT DO YOU LIKE IN TATA DOCOMO?

A) POST PAID
B) BROAD BAND
C) DOCOMO+BLACKBERRY
D) 1S PULSE
10) WHICH SERVICE YOU LIKE MOST IN TATA DOCOMO?
A) MISSED CALL ALERT
B)FREE RINGTONES
C)FREE HELLO TUNE
D) ASTRO PACK
E)JOKES
F)NEWS ALERT
G)CRICKET
H)ALL
11) DO YOU THINK TATA DOCOMO CAN BECOME MARKET LEADER ONE DAY?
A) YES
B) NO
C) CANT SAY

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BIBLIOGRAPHY
Websites:http://www.tatadocomo.com/blackberry-devices.aspx
http://www.tatadocomo.com/blackberry-internet-service.aspx
http://www.tatadocomo.com/blackberry-tariff-plans.aspx
http://www.tataindicom.com/t-aboutus-ttsl-organization.aspx
http://www.tatadocomo.com/enterprise-ntt-docomo.aspx

BOOKS:# MARKETING MANAGEMENT, PHILIP COTLER

# FUNDAMENTALS OF MARKTING, KOTLER & ARMSTRONG

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