A Study On Marketing Strategies of Tata Docomo

A STUDY ON MARKETING STRATEGIES OF TATA DOCOMO
TELECOM SECTOR IN INDIA:
More 150 million (Approx) telephones network is one of the largest communication networks in
the world, which continues to grow at a blistering pace. The rapid growth in the telecom sector
can be attributed to the various pro-active and positive policy measures taken by the government
as well as the dynamic and entrepreneurial spirit of the various telecom service providers both in
private and public sector. The telecom sector has shown impressive growth during the past
decade. Today more two striking features of this growth VIZ. Increasing preference for mobile
phones and higher contribution of private sector in the incremental growth have predominated the telecom sector. The share of mobile phones (including WLL mobiles.) has
overtaken the shares of landlines with 93% (Approx) in the total number of phones. The private
sector contribution also increasing rapidly. Currently more than 80 lakhs phones are being used
added each month and it is targeted that by the total number of phones may reach a level of 700
millions taking the tele-density to more than 60% which is currently at 55% (Approx).
1|Page
"The implementation of the National Telecom Policy of 2012 is a positive step. But its
immediate impact will be limited," said Mahesh Uppal, director of a telecom consultancy firm,
Com First. "The current controversies of 2G (second generation) and 3G (third generation)
telecom services have less to do with policy and more with the process. Those disputes cannot be
resolved by changes in policy," Uppal told IANS h wants to raise its stake beyond 64.38 per cent.
Investment is a priority for the sector but not foreign equity, per se," said Uppal.
Experts said telecom players were looking for market capitalization and consolidation."The
operators have started to focus on subscriber quality and have done away with the lucrative
dealer commissions and promotional minutes. After 2008, for the first time, India has witnessed
a surge in voice tariff," said Jaideep Ghosh, partner witn KPMG.
NETWORK EXPANSION:
The total number of telephone subscribers has reached 563.24 million at the end of February as
compared to 281.62 million. The overall tele-density has increase to 71.26% in February.
WIRELESS SERVICE:
The wireless segment saw a surge of 17.4 million subscribers last month compared to 8.20
million in December 2011. This pushed the total wireless subscribers base to 680.8 million by
January.
WIRELINE SUBSCRIBERS:
The wire line segment subscriber base stood at 99.73 million with a decrease of 0.16 million at
the end of January.
2|Page
TELEDENSITY:
The gross subscribers base reached 600.83 million at the end of March. The tele- density is
24.63% at the end of January as compared to 18.31% at the end of March registering an increase
0f 6%.
BROADBAND
Broadband subscription reached 15.13 million in May 2013 from 15.09 million in April 2013.
Provide affordable and reliable broadband-on-demand by the year 2015.
To Provide fiber connectivity to 2,50,000 Gram panchayats thru BBNL
Requirement of massive infrastructure in broadband.
INCREASING ROLE OF PRIVATE SECTOR:

The private sector has played a significant role in the growth of telecom sector. The share of
private sector has rise 85% in December from 64.14% in November.
TARIFF REBALANCING MEASURES:
There has been a dramatic fall inconsiderably in recent months especially for cellular services.
The long distance domestic as well as international charges have also fallen considerably.
TELECOM REGULATORY AUTHORITY OF INDIA (TRAI):

TRAI was established under the Telecom Regulatory Authority Of India Act, 1997 enacted on
March 28, 1997. The goals and objective of TRAI are focused towards providing a regulatory
framework that facilitates achievement of the objective of New Technology Policy (NTP) 1999.
TRAI has endeavoured to encourage greater corporation in the telecom sector together with
better quality and affordable prices.
3|Page
About TATA DOCOMO
Tata Docomo is Tata Teleservices Limited's telecom service on the GSM platform-arising out of
the Tata Group's strategic alliance with Japanese telecom major NTT Docomo in November
2008. Tata Teleservices has received a license to operate GSM telecom services in 19 of India's
22 telecom Circles-and has also been allotted spectrum in 18 telecom circles. Of these, it has
already rolled out services in all the 18 Circles that it received spectrum in from the Government
of India-Tamil Nadu, Kerala, Orissa, Karnataka, Andhra Pradesh, Maharashtra, Mumbai,
Madhya Pradesh-Chhattisgarh, Haryana-Punjab, Kolkata, Rest of West Bengal, Jharkhand, Bihar,
UP (East), UP (West), Gujarat, Himachal Pradesh and Rajasthan.
Tata Docomo has also become the first Indian private operator to launch 3G services in India,
with its recent launch in all the nine telecom Circles where it bagged the 3G license. In
association with its partner NTT Docomo, the Company finds itself suitably positioned to
leverage this first-mover advantage. With 3G, Tata Docomo stands to redefine the very face of
telecoms in India. Tokyo-based NTT Docomo is one of the world's leading mobile operators-in
Japan, the company is the clear market leader, used by nearly 55 per cent of the country's mobile
phone users.
NTT Docomo has played a major role in the evolution of mobile telecommunications through its
development of cutting-edge technologies and services. Over the years, technologists at Docomo
have defined industry benchmarks like 3G technology, as also products and services like i-Mode,
e-wallet and a plethora of lifestyle-enhancing applications. Last year itself, while most of the rest
4|Page
of the industry was only beginning to talk of 4G technology and its possible applications,
Docomo had already concluded conducting 4G trials in physical geographies, not just inside
laboratories! Docomo is a global leader in the VAS space, both in terms of services and handset
designs, particularly integrating services at the platform stage. The Tata Group-NTT Docomo
partnership will see offerings such as these being introduced in the Indian market through the
Tata Docomo brand. Tata Docomo has also set up a Business and Technology Coordination
Council', comprising of senior personnel from both companies. The council is responsible for the
identification of key areas where the two companies will work together. Docomo, the world's
leading mobile operator, will work closely with the Tata Teleservices Limited management and
provide know-how to help the company develop its GSM business.
On the CDMA platform, despite being the latest entrant, Tata Indicom has already established its
presence and is the fastest-growing pan-India operator. Incorporated in 1996, Tata Teleservices is
the pioneer of the CDMA 1x technology platform in India. Today, Tata Teleservices Ltd, along
with Tata Teleservices (Maharashtra) Ltd, serves over 84 million customers in more than 450,000
towns and villages across the country, with a bouquet of telephony services encompassing
Mobile Services, Wireless Desktop Phones, Public Booth Telephony and Wireline Services.
SCOPE OF STUDY
1. To identify the difference type of market performance of TATA DOCOMO.
5|Page
2. To study the market of Docomo of marketing strategies, manufacturing process, technology

adopted, Production Company on big scale telecommunication sector.
3. To compare various parameters policy, export scenario, collaboration, advertising, future

prospect for the Tata Docomo and government policies.
4.To study the level of customer satisfaction in Docomo.
5.To study customer buying behaviour and factors which influence the purchase decision
process.
6.To study consumer preferences.
7.To study the consumer trend in telecommunication sector.
8.To study competitive marketing strategies adopted by Tata Docomo.
OBJECTIVE OF STUDY
6|Page
1.To study the schemes and services provided Tata Docomo
2.To study the Tarrif charged by Tata Docomo
3.To study the unique features and services provided by Tata Docomo
4.To study SWOT analysis of Tata Docomo
5.To know the impact of purchasing behavior of the buyer
6.To study the customer satisfaction level regarding the services proided by Tata
Docomo
7.To know the customer preference for specific services
8.To identify the cost reduction factor
METHODOLOGY
It means the tools or methods used for collecting the data from the field . The data is
collected in two ways
PRIMARY DATA : it is the first hand data collected directly from the field
DIRECT INTERVIEWS
7|Page
- The study will be carried out in Kasaragod

- primary data will be collected through questionnaire
- The authoritative person and administrative staff will be interviewed directly to gather required
information
SECONDARY DATA :The secondary data which is collected initially for some other purpose
- Extensive library research
- various websites
- books magazines and newspapers
SAMPLING DESIGN : which Involves sample unit , sample size, sample technique The
study titled Market Analysis on TATA DOCOMO was carried out in Kasaragod district of Kerala
state. to know the Market analysis of Tata Docomo.
Kasaragod has been selected as the study area as it is one of the good market for Telecom. Over the
years the district has seen an increase in the level of income and standard of living of the people..
All these factors have led to increase in Telecom sector.
SAMPLE UNIT : The targets who will be interviewed is the consumers and employees of
the company and the manager
SAMPLE SIZE: the number of interviewers may differ on the number of customers and
the no of respondents are to be 50.
SAMPLE TECHNIQUE :
- Forming questionnaire
8|Page
- Random sampling techniques

- Direct questions to the customer
Design of the Questionnaire:
The questionnaire was drafted using open ended questions, close ended and multiple choice
questions. Care was taken to see that as far as possible. No ambiguous questions were asked.
The questions were simple and easy to understand. Lengthy questions were avoided.
SOCIAL RELEVANCE
The study of Market Analysis on Tata Docomo has a great social relevance and contribution to
the society. The market is providing tata telecom to the consumers, the consumers can make the
choice of their own which is attractive and useful to them. It recommends appropriate strategies
to the marketers for the success of their brand. This study will helps the people to get a better
knowledge about the mobile sim cards with different offers which is available in Indian market.
LIMITATION
- In the view of the limited time available for the study.
-This study was conducted only in kasaragod. This may not give a generalized conclusion
-The respondents were less interested in answering the questionnaire. As they felt that it
was an interruption to their regular work.
-The conclusions are based on the opinions expressed by the customers. Hence they
cannot be assured to unbiased or true representation of reality
CHAPTER SCHEME
9|Page
CHAPTER 1- INTRODUCTION : To give brief of the industry and the research topic ,
conceptual framework, statement of the problem , scope of the study , objectives of the
study , research methodology , sample design limitations of the study , social relevance and
chapter scheme.
CHAPTER 2- COMPANY PROFILE : to give brief history of the company , locations ,
organization structure , operation and unique features of the unit
CHAPTER 3- REVIEW OF THE LITERATURE: to review the articles investigates for the
purpose of the study.
CHAPTER 4 - THEOTRICALPERSPECTIVES OF THE STUDY : before the start of the
project all the surveys as to be done , there should be a hypothesis
CHAPTER 5 - ANALYSIS AND INTERPRETATIONS: examinations
all
the charts and
statistical analysis used for the study

CHAPTER 6 - FINDING, SUGGESTIONS, CONCLUSIONS: this is to give conclusion after
the study and to suggest the company for ways to improve after our analysis.
BRIEF HISTORY
10 | P a g e
Tata Docomo is Tata Teleservices Limited's TTSL telecom service on the GSM platform arising
out of the Tata Group's strategic alliance with Japanese telecom major NTT Docomo in
November 2008. Tata Teleservices has received a pan-India license to operate GSM telecom
services, under the brand Tata Docomo and has also been allotted spectrum in 18 telecom
Circles. TTSL and has already rolled out its services in various circles. The launch of the Tata
Docomo brand marks a significant milestone Indian telecom landscape, as it stands to redefine
the very face of telecoms in India. Tokyo-based NTT Docomo is one of the world's leading
mobile operators-in the Japanese market, the company is clearly the preferred mobile phone
service provider with a 50 percent market share. NTT Docomo has played a major role in the
evolution of mobile telecommunications through its development of cutting-edge technologies
and services. Over the years, technologists at Docomo have defined industry benchmarks like 3G
technologies, as also products and services like the i-mode TM, mobile payment and a plethora
of lifestyle-enhancing applications. Today, while most of the rest of the industry is only
beginning to talk of LTE technology and its possible applications, Docomo has already started
conducting LTE trials in physical geographies, not just inside laboratories! Docomo is also a
11 | P a g e
global leader in the VAS (Value Added Services) space, both in terms of services and handset
designs, particularly integrating services at the platform stage. The Tata Group-NTT Docomo
partnership will see offerings such as these being introduced in the Indian market under the Tata
Docomo brand. Tata Docomo has also set up a 'Business and Technology Cooperation
Committee, comprising of senior personnel from both companies. The committee is responsible
for identification of the key areas where the two companies will work together. Docomo, the
worlds leading mobile operator will work closely with Tata Teleservices Limited management
and provide know- how on helping the company develop its GSM business. Despite being a late
entrant, Tata Indicom, TTSL's CDMA brand, has already established its presence and is the
fastest-growing pan-India operator. Incorporated in 1996, Tata Teleservices Limited is the
pioneer of the CDMA 1x technology platform in India. Today Tata Teleservices Limited, along
with Tata Teleservices (Maharashtra) Ltd, serves over 37 million customers in more than 320,000
towns and villages across the country offering a wide range of telephony services including
Mobile Services, Wireless Desktop Phones, Public Booth Telephony and Wire line Services.
HISTORY
12 | P a g e
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 pan-India license to
operate GSM telecom services and has also been allotted spectrum in 18 telecom Circles. The
company has rolled out GSM services in 14 of Indias 22 telecom Circles in a quick span of under
six months. The company plans to launch pan-India operations by the end of FY 2009-10. Tata
Docomo marks a significant milestone in the Indian telecom landscape, and has already redefined
the very face of telecoms in India, being the first to pioneer the per- second tariff option-part of its
Pay for What You Use pricing paradigm. Tokyo-based NTT Docomo is one of the worlds
leading mobile operators-in the Japanese market, the company is the clear market leader, used by
over 50% of the countrys mobile phone users. Tata Docomo is part of the Indian conglomerate
Tata Group. The company received the license to operate GSM services in nineteen telecom
circles and was allotted spectrum in eighteen of these circles and launched GSM services on 24
June 2009.
Corporate Philosophy
13 | P a g e
With the aim of creating a new world of communications culture, we NTT Docomo will devote
all the skills, know-how and energy towards the establishment of more "personal
communication" with our customers that contribute to their heartfelt satisfaction.
A New World of Communications Culture

More personal communication
Reliable access
Real time access
E-communication One-to-one personal
This gives birth to a new world of communications culture
Freedom to enjoy communications anytime, anywhere with anyone
Opening of endless lifestyle horizons
14 | P a g e
Launched 3G Network
On 5 November 2010, Tata Docomo became the first private sector telecom company (third
overall) to launch 3G services in India, with a 20 city launch. Tata Docomo's HSPA+ 3G
network, set up with the assistance of NTT Docomo, supports high-speed internet access with
speeds of up to 21.1 Mbit/s. The network also supports high definition voice for superior quality
voice calls.On July 19, 2011, Docomo and Aircel entered into a roaming agreement for 3G
services to jointly roll out 3G networks in the circles where they both have spectrum. In the
spectrum auction held last year, Aircel won 3G spectrum in 13 of India's 22 circles (service
areas), while Tata Docomo was awarded 3G licenses in nine circles. This deal would give both
companies 3G coverage in 19 telecom circles of India. They will not have coverage on 3 circles Delhi, Himachal Pradesh and Mumbai.Still the companies have three circles in common Karnataka, Kerala and Punjab.On December 14, 2011, Docomo ended its agreement with Aircel.
Both operators ended the deal after the Department of Telecom said that such 3G arrangements
15 | P a g e
were illegal, as the pacts violate licence terms and conditions. Tata Docomo and Aircel currently
have bilateral roaming agreements to allow their subscribers to seamlessly use 3G on roaming.
Docomo had about 1.5 million 3G subscribers as of May 2011
TATA DEVICES
TATA PHOTON MAX Wi-Fi

TATA PHOTON Wi-Fi HUB
TATA PHOTON MAX
TATA PHOTON PLUS
TATA PHOTON 3G+
TATA PHOTON 3G
TATA PHOTON WHIZ
TATA WALKY OLIVE V-FC 9300
TATA WALKY HUAWEI F203
TATA PHOTON MAX Wi-Fi

16 | P a g e
Wi-Fi sharing for up to 5 devices
With Tata Photon Max Wi-Fi you can connect through 5 Wi-Fi devices !! Connect your Tablet,
Your Spouse Mobile, Children Smartphone all through just 1 Photon Max Wi-Fi Connection.
With Tata Photon Max Wi-Fi you get the advantage of high speed internet in a few easy steps.
Just plug in your Tata Photon Max to the computer, follow a few simple installation process and
get ready to enjoy internet speeds of up to 6.2 Mbps!
The best coverage
Operation at a frequency of 800 MHz, Tata Photon Max Wi-Fi super hero in your palms.It
penetrates walls so that you get superior indooe connectivity
TATA PHOTON Wi-Fi HUB
Enjoy up to 7.2 Mbps downlink speed
Dual mode Get fast internet even nn 3G areas with Tata Photon plus service
Share with multiple users, connect up to 5 devices at the same time
TATA PHOTON MAX

17 | P a g e
Photon max offers data transfer and acces to internet speeds up to 6.2 Mbps
Connects directly to the Photon Max Network with easy installation and activation
Photon Max operates at a frequency of 800 MHz which can penetrate better
TATA PHOTON PLUS
Photon plus offers data transfers and acces to internet at speeds up to 3.1 Mbps
Now you can connect to the Photon plus Prepay&Postpay network with easy installation
& activation via Photon Maps
18 | P a g e
No additional roaming charges across 306 cities in India where Photon Plus coverage is
available
TATA PHOTON 3G+
Plug and play
Enhanced signal strength with receive diversity
Large storage
USB 2.0 high speed
Enjoy HD gaming
TATA PHOTON 3G
Powered with blazing speeds
19 | P a g e
Flash drive with 32 GB data storage
Enjoy HD gaming
View and Download videos
One touch access to multiple Emails
TATA PHOTON WHIZ
Photon Whiz offers data transfers and access to internet at speed up to 153.6 Kbps
Connect directly to the Tata Docomo kn CDMA network
Actual in ternet speed will depend on multiple factor
TATA WALKY OLIVE V-FC 9300
20 | P a g e
Internet Connectivity
Alarm
Powerful Battery Backup
Tons of other Intelligent features
TATA WALKY HUAWEI F203
3-Way conference
Alarm
21 | P a g e
Powerful Battery Backup
Tons of other features
Vision
To develop Tata Docomo into a world class Indian Telecommunication brand connecting the
people..
Mission
To Be the most admired multi-national Indian Telecommunication company providing

world class service to the people which the people love.
Create an organization that people enjoy working for, doing business with and investing
in.
The Logo and its meaning

Tata Docomo Do the new
Do the new is the tagline of Tatas GSM service.
22 | P a g e
You will never see a brand (NTT DoCoMo) which has only 26% stake dominate 74% (did not
measure) of the logo. NTT DoCoMo a Japanese telecom company holds 26% stake in Tata
Teleservices Limited. And the new brand which came out of this is Tata Docomo.
If there is one brand that most Indians know then it is salt-to-software maker Tata. Tata
Docomo messes with that very brand by giving it a lesser real estate. And guess what it has
worked. Just like the name Tata, DoCoMo has a rhyming name too.
Market Competitors of Tata Docomo:
Airtel
Reliance Communication
BSNL
Idea
Aircel
Vodafone
SERVICES & NETWORK AVAILABLE

Currently, Tata Docomo mobile services available in these following circles:
NETWORK AVAILABLE
23 | P a g e
24 | P a g e
Bihar & Jharkhand
Madhya Pradesh
Tamil Nadu
Chhattisgarh
Orissa
Haryana
Andhra Pradesh
Chennai
Karnataka
Eastern Uttar Pradesh
Kerala
Western Uttar Pradesh
Kolkata
Punjab
Maharashtra & Goa
Rajasthan
PLANS
Internet Plans
Post Free Data Usage

MRP(Rs.)
Free Usage Details
Validity Days
Charges
249
3 GB
45
10p/ 10KB
1.25 GB + 0.25 GB
30
10p/ 10KB
1.25 GB + 0.25 GB
25
10p/ 10KB
1 GB
30
10p/ 10KB
1 GB
25
10p/ 10KB
750 MB
21
10p/10KB
500 MB
12
10p/10KB
300 MB
10p/ 10KB
250 MB
10p/ 10KB
150 MB
10p/ 10KB
100 MB
10p/ 10KB
159
148
139
126
95
69
37
31
26
16
25 | P a g e
5***
Till midnight on
25 MB
10p/ 10KB
day of recharge
SMS & Voice call Plans

(Best plan @ Rs. 899)
Plan
Monthly Rental (Rs.)
Call charges
SMS charges
899
Local
Unlimited calls
STD
Unlimited calls
ISD
ISD tariff details
Local SMS
Rs.0.6/ SMS
National SMS
Re.1.2/ SMS
International SMS
Rs.5/ SMS
1p/ 1kb for 1st 30 MB
Post which 1p/ 10kb
1p/ 1kb for 1st 30 MB
Post which 1p/ 10kb on On-Net
Home
Data charges
Roaming
roaming & 10p/10kb on Off- Net

roaming
International Roaming
for International Roaming tariff details
1.2p/ sec. on On-Net roaming
Re.1/ min. on Off-Net roaming
1.2p/ sec. on On-Net roaming
Rs.1.5/ min. on Off-Net roaming
Outgoing Local
National Roaming
charges
LOCATION:
26 | P a g e
Outgoing STD
TATA DOCOMO STORE LTD

Malabar Square,
New Bus stand,
Kasaragod p.o : 671121
In the showroom there are well-trained and efficient work force and the much needed
sophisticated infrastructure to cater the demands of the customers round the clock. Tata Docomo
showroom was launched at Kasaragod in June 2010. Within a short span they were able to
expand their operations and established their unique presence in the entire district, they have
recently started their operations at all the small towns in Kasaragod district. Their focus is to
provide the customers with a unique sale and service experience and their mission is to be with
them always and ensure a life- long association with their organization. Tata Docomo thank all
their customers for their patronage and blessings and also for successful ongoing journey of Tata
Docomo.
Operations
Tata Docomo believe that
the secret of companys achievements is in giving their
customers what they desire, and their
belief in the implementation of up-to-minute
techniques and resources in their operations. This, in turn, has helped the company in
creating cost effective, state of the art
solution, which stress on modern trends and
customer need. The groups main motto is to customer satisfaction guaranteed provide our
clients with the highest value for their money, coupled with an international level of style
and treatment .
27 | P a g e
ORGANISATION STRUCTURE
28 | P a g e
UNIQUE FEATURE OF UNIT

In an agreement to jointly create an inspirational business model for mCommerce, country's
leading telecommunications company, Tata Docomo has enrolled IT titan, Infosys as its
technology partner for Tata Docomo money
-The Giant in Telecom Industry Tata Docomo partners with Singapore-based mobile content
service provider Novosol to offer sports value added services (VAS). This partnership estimates
the revenue to Rs.500 Crores yearly.
-Tata Docomo, Axis Bank in deal to provide mobile banking services in un-banked areas
-Bharti and Qualcomm announce partnership for 4G
-Tata Docomo ranks first in terms of subscriber in Cellular Operators Association of India
(COAI)
-Tata Docomo signs agreement with Opera Software Country's largest telephone services
provider, Tata Docomo, has entered into an agreement with Opera Software to allow its
subscribers to access the latters unique proxy-server-based browser on their mobile phones.
-Tata Docomo mulls expansion in Malawi; may invest up to $25 Millions
-Tata Docomo gets Euro Finance Treasury award
-Walmart likely to stay with Bharti for new Indian multi-brand retail Joint Venture
-Telecom giant Tata Docomo introduced the world first intercontinental roaming facility, which
would offer free incoming calls to African businessmen, tourists and students while travelling in
India, Sri Lanka and Bangladesh, said the media reports.
-Tata Docomo launches an Emergency Alert Service for its customers to alert message with
location details to 10 different mobile numbers.
STATISTICS
29 | P a g e
Third largest telecom network in the world.
Largest operator in INDIA is BSNL.
INDIAS mobile market is the fastest growing market in the world.
Worlds leading Japan based Telecom Company.
Over the years technologies of DOCOMO has defined industry bench marks like 3G
technology.
o It is the global leader in value added services.
TATA telecom Incorporated in 1996.
Tata Teleservices is the pioneer of the CDMA 1x technology platform in India. Deep
involvement in the launch of 3G has inspired us to create an infrastructure that will
allow people and all kinds of objects to communicate a wealth of information.
Extended systems will link the home, the office and any number of other locations to
bring greater convenience to all aspects of everyday life. For the future, it is our aim
to incorporate information gathered by all five senses to achieve an array of services
far beyond anything envisaged to date.
NTT DOCOMO is already making rapid progress in such areas through a wide range
of innovative research, building expertise and techniques as we move forward
towards exciting new business opportunities.
Innovating dreams
30 | P a g e
Our goal is to create a broad array of exciting new services. Services that will bring
undreamed-of convenience to people everywhere.
In addition to Audio Barcodes and 3D Display System introduced in this website,

cutting edge technologies beyond the imagination are already under development.
These include a system that makes distant objects feel like an extension of the human
body for ultra realistic experiences, and advanced chips that will allow items such as
household appliances to communicate. What's more, we are actively realizing 4G
technology
such
as
MIMO
(Multiple-Input-Multiple-Output)
multiplexing
technology and a wireless access communications system, as well as contributing to

the establishment of specifications for global standardization.
Researchers at NTT DOCOMO have a clear vision of the future. A future that will
unite all of the above advances and many more, to create a world where people can
communicate at a higher level, regardless of time and space
Telecom industry in India is dominated by major companies like Tata Docomo,

Vodafone in GSM services.
Competition is very intense due to low differentiation.
India ended March this year with 391.76 million mobile lines and tele density is
around 36.98.
Tata Docomo enjoys 33.9%, Idea 11.6% Vodafone 19.6 and Tata CDMA has 7.2% of
market share respectively.
31 | P a g e
PRICE
o It having attractive tariff plan: TATA DOCOMO having 1paisa /sec it is applicable
for both prepaid and postpaid.
Developing an integrative model of internal and external marketing(2013)

Author : Ahmed Shahriar Ferdous, Carmel Herington & Bill Merrilees
The purpose of this paper is to propose a model which presents an expanded view of the
beneficial impact of internal marketing (IM) in organizations. The model innovatively proposes
links between the development of internal market orientation, internal marketing programs and
external market orientation and external marketing programs. As a significant novel contribution
to knowledge, this model advocates a continual process of improvement as marketing knowledge
develops. Such an approach to the development of the marketing programs within an
organization potentially increases business success and competitive advantage. The model has
implications for organizational management, where internal marketing programs are desirous.
Future research opportunities are suggested, including assessment of the model.
32 | P a g e
The role of marketing managers' commitment and involvement in marketing strategy

implementation(2013)
Author : B. Ramaseshan, Asmai Ishak & Fazlul K. Rabbanee
This study examines the role of marketing mangers' commitment and involvement in
implementing marketing strategies. The data were collected from marketing managers of
different organizations who had implemented a strategic marketing plan in the last five years.
The study reveals that marketing mangers' commitment towards strategy implementation has a
significant positive impact on organizational performance. Innovative culture, top management
support and job autonomy were considered to be the key antecedents of managers' commitment.
All three antecedents were found to have significant positive impact on commitment. In addition,
commitment was found to partially mediate the links of top management support and autonomy
with organizational performance. It was also found that marketing managers' involvement
moderates the relationship between job autonomy and managers' commitment. The managerial
implications are discussed.
A review of the relationships and impact of market orientation and market positioning on
organisational performance(2013)
Author : Charles Blankson, Kirsten Cowan, John Crawford,Stavros Kalafatis, Jaywant
Singh & Stanley Coffie
The debate concerning the importance of adopting a market orientation in collaboration with
market positioning strategies has gone on for years. Nevertheless, on their own, market
orientation and market positioning do not guarantee profitable firm performance unless
marketers employ and integrate both on a long-term basis. Achieving this synergy is somewhat
problematic owing to focus on short-term operational exigency, as well as the lack of research
identifying the relationship between the two concepts. This review fills the gap in the literature
by answering two questions: What is the relationship between firm market orientation capability
and firm market positioning strategies? How does this relationship impact the performance of
organisations? The article sheds light on these issues and contributes to the debate by proposing
relationships between positioning strategy and market orientation. Furthermore, the researchers
33 | P a g e
propose how positioning mediates the relationship between market orientation and business
benefits.
The digital era requires new knowledge to develop relevant CRM strategy: a cry for adopting
social media research methods to elicit this new knowledge(2013)
Author : Sarah Quinton
To develop strategies for customer relationship management further insight informed by research
is required to address the step-change brought about by the digitalised consumer environment.
The central proposition is that the digital environment, emphasising social media, could be
further employed as both the site and also the tool for research, thereby creating valuable new
knowledge from which to develop strategy. Consumers now have multi-modal relationships with
businesses as well as each other, many of which are digital and exist across social media
platforms. Strategic marketing needs to respond to the digital era by embracing social media
informed research. This discussion paper encourages marketing scholars to consider employing
new social media and digital research methods that include the co-creation of research with
consumers. More relevant output is likely through the employment of social media and cocreational research, upon which contemporary CRM strategy can be formulated.
Improving market orientation: the theory of constraints-based framework(2013)

Author : Mahesh C. Gupta , Gurjeet Kaur Sahi & Hardeep Chahal
The existing literature affirms an improved payoff in business performance when a business unit
displays a high degree of market orientation (MO). However, the literature is still scarce in
providing market managers a systematic and effective mechanism for implementing and
improving market orientation. In this paper, we propose a framework based on the theory of
constraints (TOC) as a mechanism to achieve an optimal degree of market orientation and
thereby accomplish the ultimate goal of maximising business (financial, employees and
customers-related) outcomes. We discuss how three dimensions methodology, measures and
mindset of the framework relate to market orientation using a well-known TOC case study.
34 | P a g e
Finally, we conclude our paper with research directions for further strengthening the relationship
between MO and TOC and making market orientation truly a firm-wide endeavour as intended
and acknowledged in the marketing literature.
TABLE NO. 4.1

Table shows the analysis of the respondents according to the age
AGE
RESPONDENTS
PERCENTAGE
15-20
18
36
20-25
10
20
25-30
10
20
30 & above
12
24
TOTAL
50
100
35 | P a g e
Chart 4.1 shows the analysis of the respondents according to the age
AGE
24
15-20
36
20-25
25-30
20
30 & above
20
SOURCE : PRIMARY DATA

INTERPRETATION
As per the above the survey it can be seen that :
36% respondents ages are in between 15 20
20% respondents ages are in between 20 25
20 % respondents ages are in between 25 30
24% respondents ages are in between 30 and above
TABLE NO 4.2
Table shows the analysis of the respondents on the basis of Gender
GENDER
RESPONDENTS
PERCENTAGE
Male
28
56
Female
22
44
TOTAL
50
100
36 | P a g e
Chart 4.2 shows the analysis of the respondents on the basis of Gender
GENDER
44
Male
56
Female

INTERPRETATION
Above diagram shows that 56% of male users and the remaining 44 % are the female users of
the Tata Docomo
TABLE NO 4.3
Table shows the analysis of the respondents according to their Occupation
OCCUPATION
RESPONDENTS
PERCENTAGE
Student
13
26
Employee
22
44
Business
12
24
Other
37 | P a g e
TOTAL
50
100
Chart 4.3 shows the analysis of the respondents according to their Occupation
OCCUPATION
60
44
40
26
24
20
6
0
Student
Employee
Business
Others

INTERPRETATION
Above diagram shows that 26 percent of users are the students , 44 percent comes under the
employee, 24 percent of respondent comes under business and the remaining 6 percent are
others
TABLE NO 4.4
Table shows the analysis of the respondents according to the users of Mobile phone
USERS
RESPONDENTS
PERCENTAGE
Less than 1 year
10
1-2 year
15
30
2-3 year
18
36
38 | P a g e
More than 3 year
22
44
TOTAL
50
100
Chart4.4 shows the analysis of the respondents according to the users of Mobile phone
RESPONDENTS
50
45
40
35
30
25
44
20
36
15
30
10
5
10
0
Less than 1 year
1-2 year
2-3 year
More than 3 yaer

INTERPRETATION
In this above diagram it shows the years of using the Tata Docomo:
Thus 10 percent group of people comes under the category of less 1years , 30 percent are under
the group of 1 2 years, 36 percent group of people comes under the category of 2 3 years
and remaining 44 percent under more than 3 years
TABLE NO 4.5
Table shows the analysis of the respondents according to the purpose of using services.
PURPOSE
RESPONDENTS
PERCENTAGE
Personal use
15
30
Business use
10
Both
30
60
39 | P a g e
TOTAL
50
100
Chart 4.5 shows the analysis of the respondents according to the purpose of using mobile
services.
RESPONDENTS
30
Personal use
Business use
Both
60
10

INTERPRETATION
In this above diagram it shows the purpose of using the Tata Docomo:
Thus 30 percent group of people using the Tata Docomo for the purpose of personal use , 10
percent of people using for business use as well remaining 60 percent group of people comes
under the category of both
TABLE NO: 4.6
Table shows the analysis of the respondents according to the awareness of tele
communication services
AWARENESS
RESPONDENTS
PERCENTAGE
Yes
40
80
No
10
20
40 | P a g e
TOTAL
50
100
Chart 4.6 shows the analysis of the respondents according to the awareness of tele
communication services
RESPONDENTS
100
90
80
70
60
50
80
40
30
20
20
10
0
Yes
No

INTERPRETATION
This above chart shows opinion on which aware of tele communication service, thus maximum
number of people were responded positively about 80 percent and remaining 20 percent
responded negatively.
TABLE NO: 4.7
Table shows the analysis of the respondents according to Prefered services of networks
PREFERED SERVICES
RESPONDENTS
PERCENTAGE
2G
32
64
3G
18
36
TOTAL
50
100
41 | P a g e
Chart 4.7 shows the analysis of the respondents according to Prefered services of networks
RESPONDENTS
70
64
60
50
40
36
30
20
10
0
2G
3G

INTERPRETATION
In this above chart, it shows the opinion of the respondents about their prefered services and the
respond is 64 percent of people are using 2G network service and the remaining 36 percent of
people are using 3G network service.
TABLE NO: 4.8

Table shows the analysis of the respondents according to different types of connections.
CONNECTIONS
RESPONDENTS
PERCENTAGE
Pre-paid
35
70
Post paid
15
30
42 | P a g e
TOTAL
50
100
Chart 4.8 shows the analysis of the respondents according to different types of connections.
RESPONDENTS
30
Pre-paid
70
Post paid

INTERPRETATION
This above chart shows different kinds of service provided by Tata Docomo as post-paid and prepaid Thus which figure shows 70% of respondent are using pre-paid connection and the
remaining 30% are using the post-paid connection.
.
TABLE NO: 4.9

Table shows the analysis of the respondents on users of Tata photon sevices.
COMMENT
RESPONDENTS
PERCENTAGE
Yes
28
56
No
22
44
43 | P a g e
TOTAL
50
100
Chart 4.9 shows the analysis of the respondents users of Tata Photon services
RESPONDENTS
44
Yes
No
56

INTERPRETATION
This above chart shows opinion on users of Tata photon services thus the majority of people
were using the photon services about 56 percent and rest of 44 percent were not.
TABLE NO: 4.10

Table shows the analysis of the respondents according to the users of internet services
COMMENT
44 | P a g e
RESPONDENTS
PERCENTAGE
YES
37
74
NO
13
26
TOTAL
50
100
Chart 4.10 shows the analysis of the respondents according to the users of internet services
RESPONDENTS
26
NO
74
YES
10
20
30
40
50
60
70
80

INTERPRETATION
This above chart shows the opinion about users of internet services, in that 74 percent of people
are using internet services and remaining 26 percent of people were not aware of internet.
TABLE NO: 4.11

Table shows the analysis of the respondents opinion on the basis of calling at customer care
OPINION
45 | P a g e
RESPONDENTS
PERCENTAGE
YES
39
78
NO
11
22
TOTAL
50
100
Chart 4.11 shows the analysis of the respondents opinion on the basis of calling at customer
care
RESPONDENTS
22
YES
NO
78

INTERPRETATION
In this above chart, it shows the opinion of the respondents about calling at customer care and the
result is 78 percent of people are use to call at customer care and the remaining 22 percent of
people are not use to call at customer care.
TABLE NO: 4.12

Table shows the analysis of the respondents reason for call at customer care
46 | P a g e
REASON
RESPONDENTS
VALUE ADDED SERVICES

INFORMAYION REGARDING
14
5
PERCENTAGE
28
10
NEW SCHEMES
COMPLAING
OTHER QUERRIES
TOTAL
26
52
5
10
50
100
Chart 4.12 shows the analysis of the respondents reason for call at customer care
RESPONDENTS
52
60
50
40
30
20
10
0
28
10
10
SOUR
CE : PRIMARY DATA
INTERPRETATION
In this above chart, it shows the opinion of the respondents about what the reason they call at
customer care , thus which shows highest number of people are use to call for complaining
reason about 50percent , 28 percent of people call for the reason is value added services , 10
percent of people calls to know information regarding new schemes and remaining 10 percent
calls for other querries.
TABLE NO: 4.13
Table shows the analysis of the respondents according how much people spend for mobile
services per month
47 | P a g e
SPENDING
RESPONDENTS
Below Rs.100
PERCENTAGE
Rs.400 above
2
8
10
30
4
16
20
60
TOTAL
50
100
Rs.100-200
Rs.200-400
4.13 shows the analysis of the respondents according how much people spend for mobile
services per month
RESPONDENTS
60
60
50
40
30
20
16
20
4
10
0
Below Rs.100
Rs.100-200
Rs.200-400
Rs.400 above

INTERPRETATION
In this above diagram which shows the detail of people spend on mobile service per month :
4 percent of users comes under the group below Rs 100 , 16 percent of users comes under the
group of Rs 100- 200 , 20 percent of users comes under the group of Rs 200-400 and remaining
60 percent under the group of Rs 400 and above
TABLE NO: 4.14
Table shows the analysis of the respondents according to the purchase decision of the
customer
48 | P a g e
PURCHASE DECISION
RESPONDENTS
PERCENTAGE
Price&Discount
28
56
Network coverage
10
Customer services
12
24
Any others
10
TOTAL
50
100
Chart 4.14 shows the analysis of the respondents according to the purchase decision of the
customer
RESPONDENTS
Any others
10
Customer services
24
Network coverage
10
Price&Discount
56
10
20
30
40
50
60

INTERPRETATION
In this above chart it shows the opinion of the respondents about purchase decision on Tata
Docomo and the respond is 56 percent of people looking for the price and discount, 10 percent
on the base of network coverage , 24 percent on the base of customer service , the remaining 20
percent comes under the category of any other
TABLE NO: 4.15
Table shows the analysis of the respondents according to different sales schemes
49 | P a g e
SALES SCHEME
RESPONDENTS
PERCENTAGE
Recharge offer
25
50
Value Added Services
10
Discount scheme
15
30
Any other
10
Chart 4.15 shows the analysis of the respondents according to different sales schemes
60
50
RESPONDENTS
50
30
40
30
20
10
10
10
0

INTERPRETATION
In this above chart it shows the opinion of the respondents about the sales schemes while
purchasing any connection thus which shows highest number of people focuses on the recharge
offer about 50 percent , 10 percent of people focus on value added service and 30 percent on
discount scheme and remaining others
TABLE NO: 4.16

Table shows the analysis of the respondents according to satisfactory level of Tata Docomo
50 | P a g e
SATISFACTORY LEVEL
RESPONDENTS
PERCENTAGE
Satisfied
20
40
Unsatisfied
13
26
Very satisfied
14
Very unsatisfied
10
20
Chart 4.16 shows the analysis of the respondents according to satisfactory level of Tata
Docomo
RESPONDENTS
14
Satisfied
47
20
Unsatisfied
Very satisfied
Very unsatisfied
19

INTERPRETATION
This above chart shows us the clear responds of the satisfactory level of Tata Docomo
connection the above responds say that 47% are satisfied with quality of service and 20% say
that they are very satisfied with the product and around 14% are very unsatisfied with the
connection and remaining 19% are unsatisfied
TABLE NO: 4.17
51 | P a g e
Table shows the analysis of pricing policy of Tata Docomo

PRICING POLICY
RESPONDENTS
PERCENTAGE
VERY GOOD
18
36
GOOD
16
32
POOR
12
24
VERY POOR
TOTAL
50
100
Chart 4.17 shows the analysis of pricing policy of Tata Docomo
RESPONDENTS
40
35
30
25
36
20
32
24
15
10
5
0
VERY GOOD
GOOD
POOR
VERY POOR

INTERPRETATION
In this above diagram which shows the giving rank to pricing policy of Tata Docomo ,thus
figure shows 36 percent of people given the rank of very good,32 percent of people comes
under the group of Good,24 percent of people comes under the category of Poor and remaining 8
percent are comes under the group of Very poor.
TABLE NO: 4.18
52 | P a g e
Table shows the services of Tata Docomo

SERVICES
RESPONDENTS
PERCENTAGE
Sms sevices
14
28
Voice based services
10
20
GPRS
10
20
STD & Local call services
16
32
TOTAL
50
100
Chart 4.18 shows the services of Tata Docomo
RESPONDENTS
40
32
35
28
30
25
20
20
20
15
10
5
0
Sms sevices Voice based services
GPRS
STD & Local call services

INTERPRETATION
This above chart shows us the different services of Tata Docomo, the above responds say that 28
percent of people are like sms services,20 percent of people are like Voice based services,20
percent of people are like GPRS services and remaining 32 percent of people are goes for STD &
Local call sevices .
FINDINGS
53 | P a g e
From the study it was found that more than 36% respondents are from the age between
15-20 and more than 20% from 2530.
It is found that 56% of respondents were male.

It is found that 44% of respondents were employees.
It is found that 44% of respondents were using the mobile for more than 3
years.
It is found that 60% of respondents were using service for both personal and
business use.
It is found that 80% of respondents were aware of telecommunication
service.
It is found that 64 % of respondents use 2G network.
It is found that 70% of respondents have prepaid connection.
It is found that 78% of respondents obtain the customer care services.
It is found that 52% of respondents use customer care services to register
their complaints.
54 | P a g e
It is found that 60% of respondents spend more than Rs 400 per month for
mobile services.
It is found that 56% of respondents preferred Tata Docomo for cheap rates
and discounts provided by the company.
It is found that 50% of respondents looks at recharge offers of the company.
It is found that 47% of respondents were satisfied by the service provided by
the company.
It is found that 36% of respondents view the pricing policy of Tata Docomo
as very good.
It is found that 32% of respondents use the service for STD and local calls.
55 | P a g e
SUGGESTIONS
The network coverage is another asset for the companys image, which needs to be
preserved in future.
The overall image of the customer care services was found to be good but with some
loopholes related to delays in problem solving.
The company should be more prompt in handling the queries and problem of the
customer, which is vary essential for the prepaid card so as to retain the customers with
the company in future.
The customer care executives should be more efficient in handling the customer and also
more friendly and polite their conversation, while dealing with the customer.
Call rates is affordable so it should be maintained at this level.
Many people are using mobile, but majority of them are not aware of the technology they
are using. Many times it happens that a person doesnt know which technology satisfied
his need. Hence awareness should be created among them regarding advantages and
differences in the technology.
56 | P a g e
CONCLUSION
After analysis and interpretation of the data it can be concluded that Tata Docomo is providing
a broad range of various schemes ranging from international calling to hello tunes. This is the
critical factor to attract various customers. Wide range of schemes is also leading to increase
in number of customers with rapid pace for Tata Docomo. Tariff charges introduced by the
Tata Docomo are found to be cheaper than other services. Tata Docomo has emerged as a
giant killer due to their tariff plans and heading towards the position of dominator.
Tata Docomo is providing some unique features and services like pay per second, SMS per
character, pay per site plans that are making them being different from their competitors.
Awareness of the Tata Docomo is spreading widely among people due to their promotional
activities. Buyers are now insisting for cheaper plans or threatening out. Majority of the
customers are satisfied with the services of the Tata Docomo and they are not ready to switch
on to other service providers.
57 | P a g e
58 | P a g e

A Study On Marketing Strategies of Tata Docomo

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

A Study On Marketing Strategies of Tata Docomo

Uploaded by

Copyright:

Available Formats

A STUDY ON MARKETING STRATEGIES OF TATA DOCOMO

TELECOM SECTOR IN INDIA: