Market Potential of Sme and Corporate Segment For Tata Indicom Services

1.
INTRODUCTION
1.1 GENERAL INTRODUCTION
In today’s competitive world aggressive marketing has become more attractive

in the telecom industries at company, state, national, international level. As we see it,
there are, essentially, two approaches to marketing: Defensive marketing and
Aggressive marketing, Defensive marketing is all about keeping what we have
already. For Instance, a strategy for reducing churn in our customers could be
regarded as defensive because we are deploying techniques to try to keep our
customers from being lured by the aggressive marketing of our competitors,
Aggressive marketing therefore is trying to get more. By “More” we could be
referring to, capturing more customers. Cross selling to existing customers, Up-selling
to existing customer. A well-structured strategy involving well-organized and
managed campaigns is a good example of aggressive marketing. The concept of
campaigns is quite simple and well known to most of us. We have all been the targets
of marketing campaigns at same point.
In the previous days there were no much difference and many improvements
in technology as compared to today. But today we find more differences in the
telecom field more of a technological support and improvements have developed and
more competitive telecom industries have emerged mainly concentrating on SME
(Small scale Medium Enterprise) for the corporate connections. Some of them
supporting the corporate connections for small-scale medium enterprise are Tata
Indicom, BSNL, Reliance, Airtel, and Hutch. Small scale Medium Enterprises
industry related service/business enterprises with investment up to Rs 500,000 in
fixed assets, excluding land building, are called Small scale Medium Enterprises.
In cellular service there are two main competing network technologies: Global
System for Mobile Communications (GSM) and Code Division Multiple Access
(CDMA). Cellular carriers including sprint PCS, Singular Wireless, Verizon and T-
mobile use one or the other. Understanding the difference between GSM and CDMA
will help us to choose a carrier that uses the preferable network technology for our
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needs. CDMA, a proprietary standard designed by Qualcomm in United States, has
been the dominant network standard for North America and parts of Asia. However,
GSM network continue to make inroads in the United States, as CDMA networks
make progress in other parts of the world. There are camps on both sides that firmly
believe either GSM or CDMA architecture is superior to the other. Data transfer
speed: with the advent of cellular phones doing double and triple duty as streaming
video devices, pod cast receivers and email devices, speed is important to those who
use the phone for more than making calls. CDMA has been traditionally faster than
GSM, though both technologies continue to rapidly leapfrog along this path. Both
boast “3G” standards or 3rd generation technologies.
The key to success in today’s dynamic corporate world is to have a reliable

and affordable telecom network. In fact often the success of the company is
determined by the pace of information flow, both within and outside the company.
Tata Indicom allows your entire team to remain in touch with one another, constantly
and simultaneously, even when all or some of them are mobile or geographically
separated. That way your entire team can take prompt decisions and always remain in
control and importantly Tata Indicom is the most cost effective communication tool.
Ever since its inception, Tata Indicom has considered the corporate world as a niche
segment and has been catering to the communication needs of this sector through a
team of highly dedicated professionals. Highlights of Tata Indicom corporate
connection: The tariffs are available to individuals are also available to the corporate
with the additional benefit of free call management services (call wait, call hold and
call divert) Itemized bill and voice mail service. The Tata Indicom tariff plan is only
available to the corporate subscribers and is available for an initial minimum
subscriptions connection. Subsequently, any number of connections can be added.
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1.2 THEORETICAL BACKGROUND OF THE STUDY
Marketing: Market refers to the set of all actual and potential buyers of the product
and service.
Marketing is the delivery of customer’s satisfaction at profit. The goal of the
marketing is to attract new customers by promising superior value, and to keep
current customers by delivering satisfaction. The concept of exchange leads to the
concept of the market.
A market consists of all the potential customers sharing a particular need or
want who might be willing and able to engage in exchange to satisfy the need or want.
A market as the aggregate demand of potential buyers for a product or service.
Prospects: A prospect is someone whom the marketer identifies as potentially willing

and able to engage in an exchange of values. The underlining fact is that no company
can survive if it cannot sell its products. If the company cannot attract customers it
will be eventually forced to shut down. Realizing this, orienting the company policy
towards the important role of the customers is the essential characteristics of
marketing.
Implementing “Marketing” means that the company strives to identify its
customers, their needs preference and buying motivations as accurately as possible so
that it can respond to them, precisely with its products, styling, packing and servicing.
Relationship and Network: Relationship marketing is the practice of building long-

term satisfying relation with key parties – customers, suppliers, and distributors. In
order to retain their long term preferences and business relationship marketing results
in strong economic, technical and social ties among parties. The process of creating,
maintaining, and enhancing strong, value-laden relationships with customers and
other stake holders.
A marketing network consists of the company and all of its supporting
shareholders, customers, employees and other with whom it has built mutually
profitable business relationships.
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Need Want And Demand: Marketing starts with human needs and wants. A need is
a state of deprivation of some basic satisfaction. People require food, clothing, shelter,
belongings, and esteem. Marketers do not create needs. Needs pre-exit marketers,
wants are desire for specific satisfiers needs. A need becomes a want when it is
related to a particular product and services. Human wants are continuously shaped
and reshaped by marketers, social forces and institutions.
Marketing Strategy: The logical, comprehensive plan of action through which a firm
intends to reach customer satisfaction at a profit in the market place.
Defensive marketing: Is all about keeping what we have already. For instance, a
strategy for reducing churn in our customers could be regarded as defensive because
we are deploying techniques to try to keep our customers from being lured by the
aggressive marketing of our competitors.
Aggressive marketing: Aggressive marketing therefore is trying to get more, By

“More” we could be referring to,
• Capturing more customers.
• Cross-selling to existing customers.
• Up-selling to existing customers.
A well-structured strategy involving well-organized and managed campaigns

is a good example of aggressive marketing. The concept of campaigns is quite simple
and well knows to most of us. We have all been the targets of marketing campaigns at
same point.
Tata Indicom International Private Leased Circuit (IPLC) Service is high-
speed solution for enterprises with large and varied communication requirements.
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Secure, Dedicated Network
IPLC is a point-to-point data service solely dedicated for your business needs.
Since you get dedicated bandwidth, you can be assured of complete security and
privacy in your communication. This service entitles you to high-speed connectivity-
24 hours a day, anywhere in the world via submarine cable or satellite.
Widest range of Applications

Tata Indicom IPCL is a high capacity, high speed digital circuit that provides
you an opportunity to combine a variety of telecommunication applications, including
the transmission of digitized voice, high speed data, high speed fax and graphics for
video phones. As the service provides integration of all three applications at the same
time, it gives you a distinct advantage over other modes of communication.
Benefits of IPLC
Security: Security is critical for any corporate network. As such, it is the primary
concern for businesses contemplating the use of IPLC. Our dedicated bandwidth and
sophisticated software and hardware ensure complete security of your communication
and the flow of information remains confidential between two communication points.
Reliability and Diversity: We provide the necessary reliability and diversity by

allowing to switch over to a different path should a link or device fall. This is ensured
by our network management team, which manages the traffic in case of failure of any
of the links. Our diverse cable network ensure that all possible diversity
Can be provided to you. Ad it’s worth mentioning that we offer maximum diversity to
ensure high availability of the service.
Total support: The network management team works round-the –clock to ensure
faultless services to you. Any fault is immediately reported and efforts are made to
restore the service at the earliest. We have put into place stringent international
benchmarks for ensuring that the highest level of service is available to you.
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Single Window Clearance: The half-circuit for which will facilitate for arranging the
local loop from your business premises to ours. For any fault reporting/
troubleshooting, it will act as a single point of contact to restore the service.
Access to IPLC Service: It as a point of its presence in 23 locations across the

country from where IPLC services can be provided through international gateway.
IPLC services are available as half circuits. The other half of the circuit refers to the
distant end carrier, which will carry traffic to the destination address as provided
while subscribing to the service. IPLC services are available for speeds ranging from
64 kbps to 155 mbps. Even like managed IPLC where end-to-end manageability of
the circuit is available. This ensures quick fault identification, which facilitates
restoration of the service at the earliest. This type of service is currently available with
SingTel only. IPLC services are available on IRU basis.
Moments of Truth: Every time a customer encounters firm or the service provider
and its communication and other technologies, a service, moment is created; it is
called as “moments of truth”. Also called “Moments of Truth”-The Service
Encounter.
Every service moment is a dynamic force with a potential to fuel self –
reinforce relationship with customer and is an opportunity to gain market share and
profit.
Marketing mix: It is those marketing decision-variables which when blended

together will from a marketing strategy designed to satisfy the firm’s customers.
The major instruments of marketing mix in the hands of management are:
Product mix: The aggregate of the products offered for sale by a firm. The product
mix may be measured in breath (i.e., the number of product lines carried), or in depth
(i.e., the assortment of sizes, types, colors, and styles within each product lines).
Promotional mix: The selected combination of advertising, publicity, sales,

promotion, and personal selling used to communicate with inform, and sell goods to
the customer.
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Price mix: The establishment of a realistic price framework to maintain a company’s
competitive position in the market place.
Place mix: The decision to market good through a particular channel to achieve the
most economic or cost effective result.
Personnel mix: The decision to recruit and develop a group of employees to

implement the marketing program and provide customer satisfaction effectively.
After sales services: It is a business activity by which a company serves the customer
in post-sales period. It may be regarded as an attribute of the product itself. Customer
service (i.e., after sales services) and delivering quality services is the major issue
determining the competitive edge of organizations.
Customer satisfaction: The extent to which a product perceived performance

matches a buyer’s expectations. If the product’s performance falls short of
expectations, the buyer is dissatisfied. If performance matches or exceeds
expectations, the buyer is satisfied or delighted.
Consumer Satisfaction = Actual performance by the firm

Consumer Expectations
Expectation shape customer perception of product/ firm’s performance.

Customer perceptions of the firm and its offer are shaped by:
a) Work of month publicity- like recommendations from friends, relatives,
neighbors and peer group at work place.
b) Personal experience on the part of the customers.
c) Personal needs of individual’s customers.
d) External communication-like the publicity of the firm in the media and its
advertisement and other corporate communications.
Customer Value: The difference between the values the customer gains from owing
and using a product and the costs of obtaining the product.
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Customer Value = Gain from the product – The costs of that product.
Introduction to Service
Service is any activity or benefits that one party can offer to another that is
essentially intangible and does not result in the ownership of anything. Its production
may or not be tied a physical product.
Service has four characteristics that greatly affect the design of marketing programs:
Intangibility, inseparability, variability and perish ability.
Customer Satisfaction in the Service of an Industry
Satisfaction is a person’s feeling of pleasure or disappointment resulting from

comparing a products perceived performance (or outcome) in relation to his or her
expectation.
Satisfaction is a function of perceived performance and expectations the
customer is dissatisfied. If the performance exceeds, expectations, the customer is
satisfied. If the performance exceeds, expectations are influenced by their past buying
experience, friends, associates, advice, marketers, competitor’s information and
promises. If marketers raise expectations too high, the buyer is likely to be
disappointment.
Many companies in the service sector are aiming for high satisfaction because
customers who are first satisfied find it easy to switch when a better offer comes
along. Those who are highly satisfied are much less ready to switch. High satisfaction
or delight creates an emotional affinity with the brand not just a rational preference.
The result is high customer loyalty.
In order to satisfy the customer completely the telecom service should have
very good service. After the customer has applied for the connections the telecom
service should not think that their work is done. They should make sure that the
connection and services is served in excellent manner. Proper network and excellent
services are provided with the ultimate object of satisfying customer wants. In a free
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uncontrolled economy, it is the customer who determines what kind of connections
and tariff plan required for them, that influence the telecom industry what is mainly
required for the customers shall be produced, it is the customer (both present and
potential) who influences the prices and determines where, when and how the telecom
brand name is marketed.
The customers not only determine income of business, but also directly affect
the success of a business. A corollary to consumer satisfaction is the need to protect
him against monopoly restrictive and unfair trade practices customer satisfaction and
protection, there provide the rational of business depends on customer’s satisfaction.
Determinants of consumer behavior

a) Culture determinants
1. Culture:
Culture is the most basic fundamental determinants and ads yet another dimension
to the study of consumer behavior. ‘Culture refers to the symbols, artifacts and
behavioral patterns which are passed on socially from one generation to the next.
It includes belief, values, norms, and signs. Culture is specific to the area in which
they evolve.
2. Sub Culture:
Each culture will contain smaller groups of sub culture that provide more specific
identification and socialization for its members. These sub cultural divisions are
certain socio-culture and demographic variables like nationality, religion,
geographic, locality, caste age, etc.
Sub culture groups have their unique consumption patterns that provide important
bases to the marketers. These have significant implications for market
segmentation, product development, advertising, merchandising, branding and
packaging,
3. Social class:
Social class may take the form of a caste system where the member of the
different caste is reared for certain roles cannot change their caste membership.
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Social classes also influence the buying behavior and show distinct product and
brand preferences in purchasing decisions related to clothing and jewelry, leisure
activity and automobiles.
b) Social factor:
1. Reference group:
Groups having direct influence on a person could comprise of People with whom
the person interact on a continuous basis Such as family, friends’ neighbors and
colleague’s. People may be influenced by some social organization and trade
unions.
A reference group can influence the consumers by introducing Him/her to new life
style by influencing the person’s attitudes and behavior that may affect the
person’s actual product / brand choice.
2. Family:
Members of the buyer family can exercise a strong influence on the buyer
behavior. Marketers are interested in the roles and relative influence of the
husband, wife children and parents on the purchase of a large variety of products
and services.
c) Personal factors:
1. Age and Stage of Life cycle:
People’s choice of the goods and services changes over their lifetime. This change
can be observed right from childhood to maturity especially in taste and
preferences related to cloths, wants and reaction activities.
The stage of life cycle can be said to be a psychological feeling of a certain
transformation-taking place as they go through life and experiencing sudden
changes in consumption pattern.
2. Occupation:
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A person’s occupation has direct effect on his choice of goods and services.
Marketers will have to identify which occupational groups will be interested in
their products and workout marketing strategies communicate about their products
and services to the relevant occupational group and induce a positive buying
motive in particular consumer,
3. Economic Circumstances:
People’s economic circumstances consist of his/her income, savings, assets ability
to borrow and attitude towards spending.
With the increase in per capita income and improved standard of living, there will
be a willingness on the part of the consumer to purchase products.
So, the marketer as to proper market analysis and research and produce, price and
promote their products and services, so as to motivate people to purchase the
same.
4. Life Style:
Life style of a person conveys more than the person’s social class or personality
alone. Person’s social class will help in analyzing the persons behavior is likely to
be an understanding of a persons life style will help in giving a profile of a whole
persons patterns of living and interacting with the world.
5. Personality:
Each person has got a distinctive personality, which will influence his/her buying
behavior. Personality can be used to analyze consumer behavior because
marketers have seen that there exists co-relation between personality types and
product/brand choices. Some of the trait used to describe a person’s personality
are; self-confidence, dominance, achievement, deference etc.
6. Self Concept:
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Self-concept is a person’s image of himself or self-image. Each person carries a
self-image of him/her and will purchase goods or services that match the self-
image.
Thus marketers have to develop and communicate brand images that will match
the self- image of the target customers.
d) Psychological Factors:
1. Motivation:
Motivation is an active, strong driving force that exists to reduce a state of tension
and protect, satisfy and enhance the individual and his self-concept. It is one that
lets the individual to act in a particular way.
Motives can be conscious or unconscious, relational or emotional, positive or
negative.
2. Perception:
Marketing management is concerned with the understanding of the process of
perception because, perception leads to thought and thought leads to action.
Perception is the process where by stimuli are received and interpreted by the
individual and translated in to a response.
3. Learning:
In behavioral science, learning means any change in behavior, which comes about
as a result of experience. Learning is the process of acquiring knowledge. Consumer
behavior is a process of learning because it is modified according to the consumer’s
past experience and the objectives he or she has set.
4. Attitude:
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The concept of attitude occupies a central position in the consumer behavior studies
in particular because attitude measurements help in understanding the prediction of
consumer behavior. ‘Attitude’ refers to the predisposition to behave in a particular
way when presented with a given stimulus and the attitude towards place, people
products and things can be positive or negative or favorable or unfavorable. Attitude
develops gradually as a result of experience; they emerge from interaction of
persons with family, friends, and reference groups.
The theoretical background of the study helps in knowing the existing customer’s
satisfaction towards Tata Indicom and new customer’s wants and services, and
Tata Indicom’s services for the existing ‘SME’ and ‘Corporate’, The study also
helps in improving service provider, aggressive marketing, more value good
services, broad band service and speed up connectivity.
From this study we expect to know what extent the Tata Indicom Marketing
activities benefited to the small-scale industries and what things that customers get
benefit and expect from the corporate connection of Tata Indicom.
From the survey we also try to get the feedback and be aware of Tata Indicom
corporate connections and the customer’s satisfaction and expectations.
1.3 NEED OF THE STUDY
1. It is necessary to know the present competition of Tele Services so that the

study is helpful to the company for taking decision in upgrading product according to
needs and wants of the consumer.
2. It is also necessary to find out and analyse the factors, which influence a
customer to buy Tata Indicom.
3. It is necessary to know the responses of the consumer regarding the price,
quality, and performance of the Tata Indicom.
4. The study will help to know whether the consumers are aware towards Tata
Indicom.
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5. Awareness about the introduction of new services to the SME, who were
previous Tata Indicom users.
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2. DESIGN OF THE STUDY
2.1 TITLE OF THE STUDY

Study on market potential and customer satisfaction of SME and corporate
Segment connections for Tata Indicom Services
2.2 STATEMENT OF THE PROBLEM
Regarding Potential of “SME” and corporate towards Tata Indicom

connections, Tata Indicom providing new Tariff plans for small scale medium
enterprises. The problem areas are
• Problems, which are commonly faced like billing complaints and delay of
their present connection.
• Problems regarding Marketing of Tata Indicom
• Problems faced by customers regarding corporate connections connectivity of
Tata Indicom
2.3 OBJECTIVE OF THE STUDY

 To study the existing customer’s satisfaction towards Tata Indicom
 To know about new customers services and needs towards Tata Indicom
 To know about Tata Indicom’s services like Internet facilities for the
existing ‘SME’ and ‘Corporate’
2.4 SCOPE OF THE STUDY
The scope of the study gives idea to develop the Tata Indicom corporate
connections in the small-scale medium enterprises. The study helps in improving
existing customer’s satisfaction level. This helps in retaining the existing customer’s.
The study helps in knowing the competitive advantage of Tata Indicom corporate
connections. This helps the Tata Indicom (CDMA) telecom industry in focusing the
key factors in which they get advantage. The study helps in knowing the existing
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customer’s satisfaction towards Tata Indicom and new customers wants and services,
and Tata Indicom ’s services for the existing ‘SME’ and ‘Corporate’, the study also
helps in improving service provider, aggressive marketing, more value good services,
broad band service and speed up connectivity.
2.5 RESEARCH METHODOLOGY OF THE STUDY
Description of the Research Design
Research design is a formal investigation or specification of methods and

procedures for acquiring the information needed to store the problem. A research
design is the arrangement of condition for collection and analysis of data in a manner
that aims to combine relevance to the research purpose with economy in procedures.
The research design used for this study is Exploratory Research.
The objective of exploratory research is to explore or search through a

problem or situation to provide insight and understanding. As the major purpose of
exploratory studies is the identification of problem (including the identification of
relevant variables) and the formulation of new alternative course of action. The
focus of the study is mainly based on new idea and innovation.
Qualitative research is done for the study by adopting survey method for collecting
relevant information to analyze the behavior and attitude of respondents towards Tata
Indicom corporate connection. The sampling design followed in the survey is random
sampling and convenience sampling in which each population elements has a known
and has equal chance of selection. Generally customers as a source of primary data
collection have been surveyed for the purpose of obtaining information. For this
research work only small scale medium enterprise are considered as customer’s, the
sample size of customer’s is 150. Consumers have been surveyed through the
questionnaire in personal.
The purpose of the study is to know and give ideas to develop the Tata
Indicom corporate connections in the small-scale medium enterprises. The study helps
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in improving existing customer’s satisfaction level. This helps in retaining the existing
customer’s. From the study we expect to know what extent, the study helps in
knowing the competitive advantage of Tata Indicom corporate connections. This
helps the Tata Indicom (CDMA) telecom industry in focusing the key factors in
which they get advantage. The study helps in knowing the existing customer’s
satisfaction towards Tata Indicom and new customers wants and services, and Tata
indicom’s services for the existing ‘SME’ and ‘Corporate’, the study also helps in
improving service provider, aggressive marketing, more value good services, broad
band service and speed up connectivity.
From the study we expect to know what extent the Tata Indicom Marketing
activities benefited to the small-scale industries and what things that customers get
benefit and expect from the corporate connection of Tata Indicom. The tariff plans for
corporate connections are made so excellent so that it’s easily affordable for small
scale medium enterprises, which is very effective and money saving compared to
other telecom packages. Tata Indicom is providing new services and more value
added services recently for existing “SME”. From the survey we also try to get the
feedback and be aware of Tata Indicom corporate connections and the customer’s
satisfaction and expectations.
The Encyclopedia of social science defines research as “The manipulation of

generalizing to extend, correct or verify knowledge”. This definition highlights the
primary purpose of research, via…. arriving at generalization and the method of
manipulation, which is an aspect of experimentation adopted for the purpose.
Marketing research is the systematic collection of the information from

sources outside the business or research organization.
The search for facts may be made through
1. Arbitrary or unscientific method.

2. Scientific methods.
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1. Arbitrary method:
Arbitrary method of seeking answers to questions consists of imagination,
opinion, blind belief or impression.
2. Scientific methods:
This is a systematic rational approach to seeking facts. It eliminates the
drawbacks of the arbitrary method. It is objects, precise, and arrives at conclusion on
the basis of verifiable evidence.
There are different types of research, they are
a) Exploratory Research
b) Descriptive Research and
c) Casual Research
a) Exploratory Research: The objective of exploratory research is to explore or

search through a problem or situation to provide insight and understanding. The focus
of the study is mainly based on new idea and innovation.
b) Descriptive Research: The main objective of descriptive research is to describe

something like market characteristics, relevant group, unit’s designation, salary limits,
dependents etc.
c) Casual Research: A type of conclusion research where the major objective is to

obtain evidence regarding cause and effect relationship. The study is based on finding
the cause of current situation.
Exploratory Research is being used for this project work.
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2.6 SAMPLING PROCEDURE
The aggregate of all the units pertaining to a study is called population or the
universe. Population is the largest group to be studied; a member of the population is
an element. It is the unit of study, a part of the population is known as a sample. The
process of drawing a sample from a larger population is called sampling.
It is the process of learning about the population on the basis of Sample drawn
from it. Thus in the sampling technique instead of every unit of the universe only the
part of the universe is studied and the conclusions are drawn on the basis for the entire
universe. A sample is a sub-set of the population units. The sample design is essential
and a pre-requisite to data collection and a definite plan must be determined before
any data is actually collected. In this specific study, the researcher has adopted the
random sampling as each and every unit of the population has an equal opportunity of
being selected. The aggregate of all the units pertaining to a study is called population
or the universe. Population is the largest group to be the list of sampling units from
which is taken is called the sampling frame. For the present study purpose,
convenience sampling and random sampling.
The total number of respondents selected for study is only one hundred fifty
customers from small-scale enterprise. Convenience and random sampling undertook
the study.
Convenience sampling
Convenience sampling is a non –probability sampling. It means selecting

sampling units in a just hit and miss- fashion, example interviewing people whom i
happen to meet
Convenience sampling, as the name implies, is based on the convenience of

the researcher who is to select a sample. This type of sampling is also called
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accidental sampling, as he respondents in the sample are included in it merely on
account of their being available on the spot where the survey is in progress. Thus, a
researcher may stand at a certain prominent point and interview all those or selected
people who pass through that place.
Random sampling
A random sample gives every unit of the population a known and non-zero
probability of being selected. Since random sampling implies equal probability to
every unit in the population, it is necessary that the selection of the sample must be
free from human judgment. Random sampling as each and every unit of the
population has an equal opportunity of being selected.
Sampling size
The sampling size of the customer’s chosen for the study is only one hundred
fifty customers from small-scale enterprise. That is 150 respondents were surveyed
and interviewed directly, keeping in mind the time constraints. Convenience and
random sampling undertook individuals consisting of both men and women of the
study.
Sampling frame
The target population for the study consists of customers from small-scale
enterprises as per the convenience.
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2.7 DATA BASE
The instrument used for this study is structured interview schedule. Questions
related to objectives of the study from the major portion of the interview schedule. It
mainly consists of multiple- choice questions that the respondents can mark one or
more of the several choice of answers. And a few open ended questions where the
respondent is free to answer regarding his present corporate connection and some
data’s that would support the survey.
Sources of Data
Primary data regarding customer’s satisfactions and other feedbacks for the
study were collected with the help of a questionnaire. Survey was taken by direct
interview.
2.8 FIELD WORK

The project involved a fieldwork of one month where in the survey was
carried out, around- 150 respondents were questioned to get the feedback, which
supports the study that is carried out for Tata Indicom.
2.9 ASSUMPTION OF THE STUDY

The review of the literature session analyzes the significant research studies.
The secondary data may be used as a soul for a research study. Since in many
research, researchers like to consider secondary data inadequate or unusable to know
and understand, the exact data is a primary data and other information’s that supports
the survey. If we want to have first hand information on any happenings or events,
primary data is very helpful. Thus two main methods by which primary data can be
collected are observation and communication.
In the present scenario, the Internet facilitate the researcher in such a way that
which the researcher can collect everything. Perhaps, it indicates the profile of the
company, library sources as well as historically significant research studies.
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2.10 LIMITATIONS OF THE STUDY
The study has certain limitations under which it was carried out. As they were
unavoidable, so it was decided to carry out study in spite of all these limitations.
The limitations are as fallows: -
1. The respondents were not clear of specific marketing jargons used in
questionnaire.
2. The time period was limited and the study has to be carried out within that
period.
3. Some of the respondents were not fully co-operative and some of them felt
annoyed to give and interview.
4. Tata Indicom doesn’t have any library that can facilitate any research work.
5. The study was restricted to Bangalore city only.
6. However care has been taken to reduce adopting the cross checking while
seeking the information from the respondent.
7. Some customers refuse to give data regarding the survey as the felt unsecured.
8. Few respondents who happened to be the subscriber of high rent were not
willing to disclose the rent paid as they felt the disclosure of the price might
lead to some tax problems. It took some efforts to convince them about the
academic nature of the survey.
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2.11 OVERVIEW OF THE REPORT
In chapter 1 the general introduction and theoretical background has been
presented by the researcher.
In chapter 2 the researcher has presented the Objective of the study, research
methodology of the study, sampling procedure, sources of data, data collection
instruments, limitation of the study faced by the researcher.
In chapter 3 the researcher has presented the topics like theoretical background
of the study, industrial background of the study.
In chapter 4 the researcher has presented the topics like profile of the
organization, profile of the sample unit, then the organizational chart and the
functional departments of the organization, organizational structure and chart.
In chapter 5 classification and tabulation of data, analysis and interpretation of
data collected through fieldwork.
In chapter 6 conclusion and suggestion, here the researcher has made
explained the finding of the research work, the contribution of the research work and
an overall conclusion for the project work.
23
3. PROFILE OF THE ORGANIZATION
3.1 ORIGIN OF THE ORGANIZATION
The Tata group is one of India’s largest and most respected business
conglomerates with revenue in 2004-2005 at $17.8 Billion equivalent of 2.8% of
countries GDP. J.R.D Tata founded the group in the mid 19 th century. Tata Tele
service is the telecom venture of Tata Group and Tata Indicom is the brand name for
the products and services offered by the company.
Tata Teleservices is of the part of the INR 76,930(US $17.10 billion) Tata
group, that has over 90 companies, over 220,000 employees and more than 2 million
shareholders. With an investment of over INR 9,000 Crore (US $ 2 billion) in
telecom,
The group has a formidable presence across the telecom value chain.
Tata Teleservices spearheads the group’s presence in the telecom sector.

Incorporated in 1996, Tata Teleservices was the first to launch CDMA mobile
services in India with the Andhra Pradesh circle. Starting with the major acquisition
of Hughes Tele.com (India) limited now renamed Tata Teleservices (Maharashtra)
limited in December 2002, the company swung into expansion mode Tata
Teleservices operates in 20 circles. The investment in Tata Teleservices limited
(including Tata Teleservices (Maharashtra) limited as of March 2005 totals INR
14,446 Crores (US $3.21 billion).
Having pioneered the CDMA 3G1x technology platform in India, Tata

Teleservices has established a robust and reliable telecom infrastructure that ensures
quality in its services. It has partnered with Motorola, Ericsson, Lucent and ECI
telecom for the deployment of a reliable, technologically advanced network.
24
The company, which heralded convergence technologies in the Indian telecom
sector, is today the market leader in the fixed wireless telephony market with a
customer base of over 2.8 million for the period ended September 05.
Tata Teleservices’ bouquet of telephony services includes mobile services,
Wireless phones, public telephony booth, and wire line services, Other services
include value added services like voice portal, roaming, 3-way conferencing, group
calling and data services. Today, Tata Teleservices limited along with Tata
Teleservices Maharashtra limited serve more than 7 million customers in 1700 towns
and aims at 4000 towns by march’06. With an ambitious rollout plan both within
existing circles and across new circles, Tata Teleservices is offering world-class
technology and user-friendly services in 20 circles
The company has launched prepaid FWP and Public phone booths, a range of
new handsets, new voice and data services such as BREW games, picture messaging,
polyphonic ring tones, interactive applications like news, cricket, astrology, etc. These
are in addition to its existing services of postpaid mobile, prepaid mobile and postpaid
FWP.
VSNL is probably India’s largest Internet service provider and Tata owns a
stake in VSNL of 45% equity. VSNL is spear heading the International telecom foray
of the Tata Group and has established its presence in key international geography
such as USA UK, Singapore and Hong Kong.
The company is rapidly growing its retail and corporate presence under the
Tata Indicom brand through products such as High Speed Broad Band and Dial-up
Internet also Net Telephony and calling cards. The telecom services of the Tata group
are offered under the brand name Tata Indicom and cover all segments from retail and
enterprise; to whole sale and international. The objective is to make Tata Indicom the
preferred telecommunications choice of customers across the country.
Tata Indicom enterprise business unit (TIEBU) launched in 2003 is the

central specialize enterprise sales and marketing for the Tata Group Tele Service.
The unit is the benchmark telecom player in the enterprise space and was formed with
25
a view to provide customized end-to-end voice, and data solution to customers across
India.
The Tata Groups commitment to building a substantial presence in India’s

telecom industry has seen it play a leading role in the development of the country’s
communications infrastructure. The telecom services of the group are offered under
the brand name Tata Indicom, and cover all segments, from retail and enterprise to
wholesale and international.
The objective is to make Tata Indicom the preferred telecommunications

choice of customers across the country. Tata Teleservices, which heralded
convergence technologies in the Indian telecom sector. Is the world leader in the fixed
wireless service market, with customer base of 1.8 million? Aggressive marketing
plans and a slew of new product offerings –including brand names such as true paid
and walky- have driven rapid subscriber growth.
Tata group comprises 93 operating companies in seven business sectors.

Information system, communications, engineer, materials, services energy, consumer
products and chemicals. Tata group operations more than 40 countries six continents,
and its companies export products and services to 140 nations.
The group and its enterprises have been steadfast and distinctive in their
adherence to business ethics and their commitment to corporate social responsibility,
this is a legacy that has earned the group the trust of many millions of stakeholders in
a measure few business houses anywhere in the world can match.
Presence of large number players especially in the mobile industry as ensured

stiff competition in the telecom industry. Competition is based on technology and
more importantly price. Key to success is therefore value added service but at
affordable prices. Since customers of all the segments in the telecom industry are
value conscious, factors such as rate-plan and coverage are key differentiate in the
Indian market. The Indian consumer is now having an increasing choice with large
26
number services launched. In respect to the CDMA services growth is further more in
this segment.
The CDMA market is growing in a solid pace and it accounts for nearly 432%
of all the new mobiles sold in the Indian telecom market. Things are quite similar in
the western countries telecom industry and the growth is in with the trend of US or
Europe, where in India many Indian companies and foreign companies launching
services amidst stiff competition and with their own competitive advantage. As a
result the CDMA market is increasing with a study growth and new launches and also
upgrading the existing services. Most of the companies adopted aggressive marketing
activities in order to achieve certain pre-determined objectives, like Reliance. These
marketing activities are done as a huge amount of investment is made. The study
undertaken in this particular project in order to know the existing customers
satisfaction towards Tatindicom, to know new customer’s wants and services, and to
know Tata indicom’s services for the existing ‘SME’& ‘Corporate’, and also to know
existing customer’s attitude and new customer’s satisfaction towards Tata Indicom
which is the fast growing telecom in the telecom industry, In this study the researcher
gets the feedback from Tata Indicom customer’s as well as other customer’s like
BSNL, Reliance, and other telecom corporate connections, In terms of the customers
satisfaction and attitude that helps in ascertaining the total satisfaction towards Tata
Indicom and also further improvements can be made or not, the researcher had
carried out the survey on the problem.
27
3.2 PROFILE OF THE SAMPLE UNIT
According to the study “ Potentials of SME and corporate connections towards

Tata Indicom, As far the study is concerned around 150 of the sample was taken only
on small scale enterprises, no much preference was given to the age and sex and other
personal data while taking the survey, most of them were business man, professionals,
and technicians, as far as the survey was taken only their personal identities like
name, contact number and name of the enterprise was noted and the rest of the data
wasn’t required for the survey. So all the personal data was not recorded regarding
age, sex, income etc. and the survey was done only in small-scale medium enterprises.
28
3.3 ORGANIZATIONAL CHART
EXECUTIVE DIRECTOR
Vice-president
Marketing
General
Manager
Finance Production Quality control H.R.

Manager
Manager Manager Manager
Assistant
Manager
Secretary
Floor in charge
Finishing in charge
Stores in charge
Quality Checkers
Controllers
29
ORGANIZATION STRUCTURE FOR FINANCE FUNCTIONS
Board of directors
Managing director
Production Personal financial Marketing

Director Director Director Director
Treasurer Controller
Auditing Credit Planning Inventory

management & budgeting Management
Retirement Cost Performance Accounting

Benefits control Evaluation
30
ORGANIZATION STRUCTURE OF HRD
CORPORATE LEVEL
Senior V. President
Of human resources
Employment Labor/industrial employee

and relations relations
development executive executive
Executive
Employment Training/ Labor EEO

recruitment Development relations manager
manager manager supervisor
Nonexempt Professional Employee Human

Compensation and Training Resource
Manager technical manager Information
Recruiting dir. Systems
Manager
Benefits Managerial Manager of Employee

Manager and exec. Management
communications
Recruiting Development Director
director
Recruiting
Interviewers
31
3.4 FUNCTIONAL DEPARTMENT OF THE ORGANIZATION
The entire company works under different departments for smooth operation.
The main departments of Tata Indicom are given below.
Human Resource (H.R)
The main function of human resource management is putting right person to

right time. The main functions of human resource department are
 Administration: All other department of the company under control of
human resource management and also providing suitable workers for each
department. The human resource management 0trying to maximum utilizes
the human resources.
 Recruitments: The second responsibility of H.R management is recruiting
the people based on the needs of the each department. In this time the H.R
management should consider the skill of employ through the aptitude test and
direct interview.
 Training: After the recruitment the next step is given the training based on
skills and which department is appointed. The HR management arranges the
facilities for training.
Accounting
The accounting department is the other main department of the company. The
accounting department is classifying, summarizing and recording the financial data.
The main responsibilities are:
 Timely recording of all monitory transactions.
 Solving the legal complaints.
 Attending to various auditing, the company is conducting statutory auditing
two times in a year; excise and tax department is conducting another auditing I
a year.
 Providing management information system.
 Insuring all fixed assets and stock and employees etc.
32
Material department
The material department is another important department of the company. The

main function of these departments is material control for smooth production. The
other functions are:
 Scheduling the raw material.

 Accept quotations from different suppliers.
 Selecting the suppliers based on quality, price, delivery time etc
 Issue purchase order to selected suppliers.
 Accepted material from suppliers.
 Transfer for quality checking, after checking the defective items will be
rejected and non-defective materials transfer to store.
 Issue raw material for production as per indene issued from production
departments.
 Preparing direct material cost (DMC) of all finished goods.
Customer assurance and system

The main functions of this department are:
 Inwards and outwards quality checks quality check.
 Quality check at supplier end.
 Awareness among staff and supplier.
 Uniformity in quality standards of materials maintaining.
Make necessary design based on customer’s complaints.
Production department:
Another department is the production department, which converts the raw

material in to finished food products. The other functions are:
 Intend material to store as per the production schedule.
 Provide training for operators in association with HR.
33
 Adopting various ways and means for productivity and assured quality.
4.1 ANALYSIS AND INTERPRETATION
1. Have you heard about Tata Indicom providing excellent corporate

connections for small-scale, medium enterprises and also better services?
Table 1
Sample Size 150 Yes No
No of respondents 80 70
Percentage 53.4 46.6
Analysis:
From the above table we can see:
53.4% of the respondents are heard about Tata Indicom providing excellent corporate
connection for SME. 46.6% of the respondents are unaware.
34
Graph 1 showing the awareness of Tata Indicom providing corporate connection
for SME
70
Yes
No
80
Figure 1
Interpretation:
From the above analysis we can see that majority of 53.4% of the respondents have
heard about Tata Indicom providing excellent corporate connection for SME and
46.6% of the respondents are unaware of this corporate service
35
2. Do you have Tata Indicom corporate connection
Table 2
Percentage 20 80
Analysis:
From the above table we can see that:

20% of the respondents have Tata Indicom corporate connection.
80% of the respondents don’t have Tata Indicom corporate connection.
36
Graph 2 showing the SME having Tata Indicom corporate connection
Yes
No
30
120
Figure 2
Interpretation:
From the above analysis we can say that majority of 80% of respondents are not
having Tata Indicom connections the remaining 20%of the respondents are having
Tata Indicom corporate connection. From this analysis we see that the majority 80%
of the respondent are not having Tata Indicom corporate connection.
37
3. If no mention your corporate connection --------------------
Table 3
Corporate connection No of Respondents 120 Percentage
Reliance 25 20.8
Airtel 40 33.4
BSNL 30 25
Hutch 25 20.8
Analysis:
From the above table we can see that:
20.8% of Respondents are using Reliance corporate connection.
33.3% of Respondents are using Airtel corporate connection.
25% of Respondents are using BSNL connection.
20.8 of Respondents are using Hutch corporate connection.
38
Graph 3 showing other corporate connections supporting SME
25
40
Relaince
Airtel
BSNL
Hutch
25
30
Figure 3
Interpretation:
From the above analysis we can see around 20.8% of Respondents are using Reliance
corporate connection, and 33.3% of Respondents are using Airtel corporate
connection and also 25% of Respondents are using BSNL connection, and the
remaining, 20.8% of Respondents are using Hutch corporate connection. From the
above analysis 33.3% of majority of the respondents prefer Airtel corporate
connections.
39
4. Any problems regarding billing for ISD or STD.
Yes □ No □
Table 4
Analysis:
13.3% of respondents are facing problems regarding billing for ISD or STD
86.7% of respondents are not facing problems regarding billing for ISD or STD.
40
Graph 4 showing problems regarding billing of ISD or STD
20
Yes
No
130
Figure 4
Interpretation:
From the above analysis we can interpret that 86.7% of the respondents are not facing
problems regarding billing for ISD or STD the remaining 13.3% of the respondents
are facing problems regarding billing for ISD and STD. So in this case we can say
majority of the respondents are not facing problems regarding billing for ISD and
STD.
41
5. If you had faced any other problems regarding Billing.
Table 5
Feed back No of respondents 150 Percentage
Delay 20 13.3
Extra charges 60 40
Other complaints 70 46.7
Analysis:
13.3 % of the respondents facing delay in billing.

40% of the respondents facing extra charges.
46.7% of the respondents facing other complaints regarding billing.
42
Graph 5 showing other problems regarding billing
70
70
60
60
50
40
Series1
30
20
20
10
0
Delay ExtraCharges Other complaints
Figure 5
Interpretation:
From the above analysis we can say that most of the respondents (46.7%) had faced
other complaints like network busy, disconnecting of network etc. the other 40% of
the respondents have faced extra charges and remaining 13.3% of the respondents
have faced delay in billing. So we can see that most of the respondents have faced
complaints regarding billing in Tata Indicom as well as in other corporate connection.
43
6. Did customer care/services respond well regarding your billing problems?
Table 6
Sample size 150 Yes No
Analysis:
73.3% of the respondents are responded well by customer care.
26.7% of the respondents are not responded well by customer care.
44
6. Graph showing customer care /services responds regarding billing problems
40
No
Series1
110
Yes
0 20 40 60 80 100 120
Figure 6
Interpretation:
From the above analysis we can see that majority of the respondents around 73.3% of
the respondents have responded well by customer care regarding billing problems and
the remaining 26.7% of the respondents have not responded well by customer care.
From this analysis, we can say that most of the respondents are responded well by
customer care.
45
7. Regarding billing problems, complaints, delay what would you like to say to
the customer services provided.
Table 7
Particulars No of respondents Percentage
Strongly satisfied 22 14.7
Satisfied 68 45.3
Moderate 28 18.7
Dis-satisfied 32 21.3
Analysis:
14.7% of the respondents are strongly satisfied by the customer service provided.
45.3% of the respondents are satisfied by the customer service provided.
18.7% of the respondents are moderate towards customer service provided.
21.3% of the respondents are Dis-satisfied by the customer service provided.
46
Graph 7 showing satisfaction level of customer services provided for billing and
other complaints.
68
70
60
50
40
32
28
30 Series1
22
20
10
0
Strongly Satisfied Moderate Dis-Satisfied
Satisfied
Figure 7
Interpretation:
From the above analysis 14.7% of the respondents are strongly satisfied by the
customer service provided for billing and other problems. The majority of the
respondents 45.3% are satisfied by the customer service provided and the 18.7%of the
respondents are moderately satisfied by the customer service provided the remaining
21.3% of the respondents are Dis-satisfied by the customer service provided. From
this above analysis, we can say that most of the respondents are satisfied by the
customer service provided regarding billing complaints
47
8. Regarding customer care and services are you satisfied with the present
Connection? Is it
Table 8
Excellent 62 41.3
Good 53 35.3
Average 35 23.3
Analysis:
41.3% of the respondents saying excellent about customer service

35.3% of the respondents saying Good about customer service.
23.3% of the respondent’s opinion about customer service is Average
48
Graph 8 showing satisfaction level of customer care and services with the present
connections.
70 62
60 53
50
40 35
Series1
30
20
10
0
Excellent Good Average
Figure 8
Interpretation:
From the above analysis we can see that majority of the respondents of 41.3% saying
excellent about customer service and 35.3%of the respondents saying good about
customer service and the remaining 23.3 %of the respondent’s opinion about
customer service is average. In this case we can see that most of the respondents
having the opinion as excellent regarding satisfaction level of customer care and
services with the present connection.
49
9. If good/ average are you planning to have all your lines to Tata Indicom.
Table 9
Particular No of respondents Percentage
Yes 18 12
No 40 26.7
Already Having 30 20
Analysis:
12% of the respondents are planning to have all their lines to Tata Indicom.
26.7% of the respondents are not ready to have all their lines to Tata Indicom.
20% of the respondents are already having all their lines to Tata Indicom.
50
Graph 9showing good/average planning to have Tata Indicom connection.
40
40
35
30
30
25
Yes
18
20 No
Already Having
15
10
0
Yes No Already Having
Figure 9
Interpretation:
From the above analysis we can say that most of the respondents 26.7% are not ready
to have all their lines to Tata Indicom and 12% of the respondents are planning to
have all their lines to Tata Indicom and 20% of the respondents are already having all
their lines to Tata Indicom. So we can say that most of the respondents are not ready
to have all their lines to Tata Indicom.
51
10. How would you rate your Network?
Table 10
Particulars No of Respondents Percentage
Excellent 61 40.7
Good 58 38.7
Average 20 13.3
Poor 11 7.3
Analysis:
40.7% of the respondents rating their network as excellent.

38.7% of the respondents rating their network as Good.
13.3% of the respondents rating their network as Average.
7.3% of the respondents rating their network as Poor.
52
Graph 10 showing the network rating of the respondent’s present connection.
70
60
50
40
61 Series1
30 58
20
20
10
11
0
Excellent Good Average Poor
Figure 10
Interpretation:
From the above analysis 40.7% of the respondents rating their network as excellent
and the 38.7% of the respondents rating their network as Good and 13.3% of the
respondents rating their network as Average and the remaining 7.3% of the
respondents rating their network as Poor. From this analysis we see that 40.7% of the
respondents are satisfied with their present connections network.
53
11. What are the reasons for using this particular brand of network?
Table 11
Particulars No of Respondents Percentage
Rate plan 72 48
Features 21 14
Special offers 29 19.3
Others 28 18.7
Analysis:
48% of the respondents are using the brand because of rate plan
14% of the respondents are using the brand because of features.
19.3% of the respondents are using the brand because of special offer.
18.7% of the respondents are using the brand because of other reason.
54
Graph 11 showing the respondents preference for a particular brand of network.
80
72
70
60
50
40 Series1
29 28
30
21
20
10
0
Rate Plan Features Special Offers Others
Figure 11
Interpretation:
From the above analysis majority of 48% of the respondents prefer the brand because
of rate plan and 19.3%% of the respondents are using the brand because of special
offers and around 18.7% of the respondents are using the brand because of other
reasons like brand image, etc and the remaining 14% of the respondents are using the
brand because of features. From this analysis we can say that majority prefer rate
plan.
55
12. Amount you paid last month ------------------, units consumed last month-----
Calling pattern you follow
Table 12
Particulars % Of call of respondents
To mobile 68
To land line 32
Analysis
68% calls of respondents are to mobile.

32% calls of respondents are to land line.
56
Graph 12 Showing calling pattern of the respondent.
32
Mobile
Landline
68
Figure 12
Interpretation:
From the above analysis we can see that around 68% of the calls of respondents are to
mobile and remaining 32% of the calls of respondents are to land line. From this
analysis we can say that most of the calls are to mobile and very few to landline.
57
13. Normal call to mobile or Landline is,
Table 13
One minute 35 23.3
More than one minute 115 76.7
Analysis:
23.3% of respondents’ call to mobile or land line one minute.

76.7% of respondents’ call to mobile or land line more than one minute.
58
Graph 13 showing calls to mobile and landline for one minute or more.
115
One Minute
Morethan One minute
35
Figure 13
Interpretation:
From the above analysis we can find out 23.3% of respondents’ calls to mobile/land
line for one minute and the remaining 76.7% of respondents’ calls to mobile or
landline for more than one minute. From this analysis we can say that more than a
minute is the majority most of the respondents have spoken so far.
59
14. If you are a new customer, do tell us your wants and services towards Tata
Indicom.
Table 14
Good service 38 25.3
Network coverage 95 63.4
Reduce tariff in ISD 17 11.3
Analysis:
25.3% of the respondents want good services from Tata Indicom.

63.4% of the respondents want network coverage from Tata Indicom.
11.3% of the respondents want reduce tariff plan in ISD from Tata Indicom.
60
Graph 14 showing new customers’ wants and services towards Tata Indicom
100
90
80
70
60
Good Services
50 95
Netw ork Coverage
40
Reduce Tariff plan in STD
30
20 38
10 17
0
Good Services Netw ork Reduce Tariff
Coverage plan in STD
Figure 14
Interpretation:
From the above information we can see that 63.4% of the respondents want network
coverage from Tata Indicom and
25.3% of the respondents want good services from Tata Indicom and 11.3% of the
respondents want to reduce tariff plans in ISD from Tata Indicom.
61
15. Tata Indicom is providing a new Tariff plans for small-scale medium
enterprises, which is very effective and money saving, Do you like to have
such plans.
Table 15
Percentage 40 60
Analysis:
40% of the respondents would like to switch on to Tata Indicom

60% of the respondents like to remain with their present connection.
62
Graph 15 showing the respondents liking to have new tariff plans for SME from
Tata Indicom.
90
Yes
No
60
Figure 15
Interpretation:
From the above analysis we can see around 40% of the respondents would like to
switch on to Tata Indicom and remaining, 60% of the respondents like to remain with
their present connection. From this analysis around 40% have the willingness to join
Tata Indicom.
63
16. Do you want any body to get in touch with you regarding service and new
product of Tata Indicom?
Table 16
Percentage 20 80
Analysis:
20% of the respondents want to get in touch with Tata Indicom.

80% of the respondents are not willing to get in touch with Tata Indicom.
64
Graph 16 showing the interest of respondents to get in touch with Tata Indicom.
120
120
100
80
Yes
60 No
30
40
20
0
Yes No
Figure 16
Interpretation:
From the above information we can find out 80% of the respondents are not willing to
get in touch with Tata Indicom and the remaining 20% of the respondents wants to get
in touch with Tata Indicom.
65
17. Tata Indicom is giving more services for small-scale medium enterprises.
Do tell us about the services. Is it
Table 17
Feed back No of respondents Percentage
Excellent 40 26.7
Good 90 60
Average 20 13.3
Analysis:
26.7% of the respondents consider excellent services from Tata Indicom.

60% of the respondents consider good services from Tata Indicom.
13.3% of the respondents consider average services from Tata Indicom.
66
Graph 17 showing the feedback of respondents regarding services for SME from
Tata Indicom
90 90
80
70
60
50
40
40
Series1
30
20 20
10
0
S1
Excellent
Good
Average
Figure 17
Interpretation:
From the above analysis we can find out 26.7% of the respondents consider excellent
services from Tata Indicom and 60% of the respondents consider good services from
Tata Indicom and the remaining 13.3% of the respondents consider average services
from Tata Indicom. From this analysis we see that 26.7% have accepted excellent and
60% have accepted good regarding services for SME.
67
18. Do tell us about the satisfaction, regarding Tata Indicom services for
‘SME’.
Table 18
Level of satisfaction No of respondents Percentage
Strongly satisfied 15 10
Satisfied 30 20
Moderate 80 53.3
Dis-satisfied 25 16.7
Analysis:
10% of the respondents are strongly satisfied with Tata Indicom services for SME.
20% of the respondents are satisfied with Tata Indicom services for SME.
53.3% of the respondents are moderately satisfied with Tata Indicom services for
SME.
16.7% of the respondents are strongly Dis-satisfied with Tata Indicom services for
SME.
68
Graph 18 showing satisfaction level regarding Tata Indicom
80
80
70
60
50
40
30 Series1
30 25
20 15
10
0
Strongly Satisfied Moderate Dis-Satisfied
Satisfied
Figure 18
Interpretation:
From the above analysis we can see that 10% of the respondents are strongly satisfied
with Tata Indicom services for SME and 20% of the respondents are satisfied with
Tata Indicom services for SME and around 53.3% of the respondents are moderately
satisfied with Tata Indicom services for SME and the remaining 16.7% of the
respondents are strongly Dis-satisfied with Tata Indicom services for SME.
69
19. Are you satisfied with Tata Indicom connection?
Table 19
Percentage 28 72
Analysis:
28% of the respondents are satisfied with Tata Indicom.

72% of the respondents are not satisfied with Tata Indicom
70
Graph 19 showing satisfaction regarding corporate connection
42
Yes
No
108
Figure 19
Interpretation:
From the above analysis we can see that around 28% of the respondents are satisfied
with Tata Indicom and the remaining 72% of the respondents are not satisfied with
Tata Indicom. From this analysis we can say that only 28% prefer Tata Indicom.
71
20. If No, what problem are you facing?
Table 20
Feedback No of respondents Percentage
Billing 20 13.3
Network 60 40
Services 28 18.7
Analysis:
13.3% of the respondents are facing Billing problem.

40% of the respondents are facing network problem.
18.7% of the respondents are facing service problem.
72
Graph 20 showing the respondents feedback that are not satisfied with Tata
Indicom
28
Servieces
Servieces
60
Netw ork Netw ork
Billing
20
Billing
0 10 20 30 40 50 60
Figure 20
Interpretation:
From the above analysis we can say that 13.3% of the respondents are facing Billing
problems and the 40% of the respondents are facing network problems and the
remaining
18.7% of the respondents are facing service problems. If Tata Indicom use aggressive
marketing to solve these entire problem then will be able to be the market leader.
73
21. Do tell us about your expectation towards Tata Indicom
Table 21
Expectations No of respondents Percentage
Aggressive marketing 80 53.3
Speed up connectivity 40 26.7
Broadband service 30 20
Analysis:
53.3% of the respondents are expecting aggressive marketing from Tata Indicom.
26.7% of the respondents are expecting speed up connectivity from Tata Indicom.
20% of the respondents are expecting broadband service from Tata Indicom.
74
Graph 21 showing expectations of the respondents towards Tata Indicom
80
70
60
50
80 Aggressive marketing
40
Speedup Conectivity
30 Broadband Services
40
20 30
10
0
Aggressive Speedup Broadband
marketing Conectivity Services
Figure 21
Interpretation:
From the above analysis we can see that majority of 53.3% of the respondents are
expecting aggressive marketing from Tata Indicom and 26.7% of the respondents are
expecting speed up connectivity from Tata Indicom and the remaining 20% of the
respondents are expecting broadband service from Tata Indicom. From this analysis
we see that 53.3% of the respondents prefer and also have expectations to Tata
Indicom to go for Aggressive marketing.
75
22. If an existing customer then do tell us about Tata Indicom customer
services.
Table 22
Feedback No of respondents Percentage

Excellent 20 13.3
Good 80 53.3
Average 40 26.7
Poor 10 6.7
Analysis:
13.3% of the respondents feel excellent about Tata Indicom customer service
53.3% of the respondents feel good about Tata Indicom customer service
26.7% of the respondents feel average about Tata Indicom customer service.
6.7% of the respondents feel poor about Tata Indicom customer service.
76
Graph 22 showing the existing customers feedback of customer services about
Tata Indicom.
80
80
70
60
50 Excellent
40
Good
40
Average
30 Poor
20
20
10
10
0
Excellent Good Average Poor
Figure 22
Interpretation:
From the above analysis we can see that around 13.3% of the respondents feel
excellent about Tata Indicom customer service and 53.3% of the respondents feel
good about Tata Indicom customer service and around 26.7% of the respondents feel
average about Tata Indicom customer service and the remaining 6.7% of the
respondents feel poor about Tata Indicom customer service. From this analysis we see
more over 13.3% feel excellent and 53.3% feel good about the customer service of
Tata Indicom.
77
23. What expectation you like to have from Tata Indicom services, Is it,
Table 23
Expectations No of respondents Percentage
Good tariff plan 20 13.3
Good customer support
system 40 26.7
Excellent coverage 90 60
Analysis:
13.3% of the respondents expecting good tariff plan.

26.7% of the respondent’s good customer support system.
60% of the respondents expects for excellent coverage.
78
Graph 23 showing expectations of the respondents to Tata Indicom services.
20
Good Tariff Plan
Good Customer support

40 system
90 Excelent Coverage
Figure 23
Interpretation:
From the above information we can see that 13.3% of the respondents are expecting
good tariff plans and 26.7% of the respondent’s prefer good customer support system
and the majority of 60% of the respondents expecting excellent coverage. From this
analysis most of the respondent’s expectations are excellent coverage.
79
24. Do customer services of Tata Indicom give you better services?
Table 24

Percentages 45.3 54.7
Analysis:
45.3% of respondents are satisfied with Tata Indicom.

54.7% of respondents are not satisfied with Tata Indicom.
80
Graph 24 showing customer service of Tata Indicom giving better services.
90
80
70
60
Yes
50
82 No
40 68
30
20
10
0
Yes No
Figure 24
Interpretation:
From the above analysis we can find out 45.3% of respondents are satisfied with Tata
Indicom and remaining 54.7% of respondents are not satisfied with Tata Indicom.
From this analysis we can say that 54.7% of the respondents are not satisfied with
Tata Indicom.
81
25. Your views and suggestions to improve the services, Is it,
Table 25
Views& suggestions No of respondents Percentage
Target rural market 60 40
Service provider 25 16.7
More value good
services 65 43.3
Analysis:
40% of the respondents suggest for target ting rural market.

16.7% of the respondents suggesting for service provider.
43.3% of the respondents suggesting for more value good service.
82
Graph 25 showing views and suggestions to improve the service of Tata Indicom
70 65
60
60
50
40 Target Rurel Market
30 25 Service provider
More value good services
20
10
0
Target Rurel Service More value
Market provider good services
Figure 25
Interpretation:
From the above analysis we can see that 40% of the respondents suggesting for
targeting rural market and around 16.7% of the respondents is suggesting for service
provider and the remaining majority of 43.3% of the respondents suggesting for more
value good service. From this analysis we see that most of the respondents prefer
more value good services and also target rural market.
83
26. Give me your expectations and suggestions regarding Tata Indicom
corporate connections.
Table 26
Suggestion regarding No of respondents Percentage
Corporate connection
Excellent 20 13.3
Good 65 43.3
Average 65 43.4
Analysis:
13.3% of the respondents suggested excellent.

43.3% of the respondents suggested good.
43.4% of the respondents suggested average.
84
Graph 26 showing expectations and suggestions regarding Tata Indicom
corporate connections.
70
60
50
40 Excellent
65 65 Good
30 Average
20
20
10
0
Excellent Good Average
Figure 26
Interpretation:
From the above analysis we can say that 13.3% of the respondents suggested excellent
regarding the corporate connections of Tata Indicom and around 43.3% of the
respondents suggested good, and the remaining
43.4% of the respondents suggested average. From this analysis only 13.3% of the
respondent have said excellent regarding the Tata Indicom corporate connections.
85
26.1 If Good /Average give some suggestions regarding your expectations.
Table 26.1
Expectation No of respondents Percentage
Network coverage 75 50
Attractive offers 35 23.4
Good tariff plan 20 13.3
Analysis:
50% of the respondents suggesting to improve network coverage

23.4% of the respondents suggesting for attractive offers.
13.3% of the respondents suggesting for good tariff plan.
86
Graph 26.1 showing good/average respondents suggestions and expectations
80
70
60
50
Netw ork coverage
40 75 Attractive offers
Good tariif plan
30
20 35
20
10
0
Netw ork coverage Attractive offers Good tariif plan
Figure 26.1
Interpretation:
From the above analysis we can say that 50% of the respondents suggesting to
improve network coverage and around23.4% of the respondents suggesting for
attractive offers and the remaining 13.3% of the respondents suggesting for good
tariff plans. From this analysis most of the respondent prefers network coverage.
87
5. SUMMARY
5.1 FINDINGS
The findings from the study
 Most of the customers are not aware of Tata Indicom providing corporate
connections to small-scale medium enterprises.
 Around few customers have the corporate connections of Tata Indicom in
SME
 Airtel is the highest corporate connection provider for SME
 Many of them have faced extra charges in Tata Indicom connections
 Regarding Customer care and services the respondent’s feedback is good and
average.
 Most of the respondents are satisfied with reliance, Bsnl, and hutch
connections.
 Some of the respondents are willing to take Tata Indicom connections because
of good tariff plan. Most of the respondents prefer good customer support
system and excellent coverage.
 Most of the respondents have considered reliance and Bsnl giving excellent
network and services.
 New customer’s expectation regarding Tata Indicom is network coverage and
good services.
 Most of the respondents are not satisfied with Tata Indicom connections.
 Most of the respondents want Tata Indicom to have aggressive marketing,
speed up connectivity, broadband service.
 New customer’s expectations for Tata Indicom services are excellent
coverage, good customer support system.
 Most of the customer wants more value good services, and target rural market.
 Most of the customers are complaining about the network coverage.
 From this study few of the respondents are facing billing problems, network
problem and facing even service problem.
88
5.2 SUGGESTIONS
After collecting all the data from the sources and analysis the findings, I would
like to make following suggestions regarding the corporate connections of Tata
Indicom to SME and other recommendation, which the sponsor may consider:
 Tata Indicom should advertise regarding corporate connection to SME

 Airtel is the market leader in providing corporate connections for SME so Tata
Indicom should go for aggressive marketing; speed up connectivity and
broadband service.
 Tata Indicom should provide excellent service in order to retain customers.
 Most of the respondents are not satisfied with Tata Indicom, so it should
come up with excellent network and service, and also good customer support
system.
 It should Target rural market, as its nearest competitor’s are Bsnl and reliance
so aggressive marketing is a must.
 New customer’s expectations for Tata Indicom services is very high they need
excellent coverage, good customer support system and an excellent broad
band services
 Like reliance which as come up with reliance web, Tata Indicom have to
make use of this broad band service which also help the SME to speed up
connectivity as most of the SME are now using internet connections Tata
Indicom have to concentrate on it.
 Most of the customers are complaining about the network coverage, so it
should see that most of the areas in India both rural and urban have to be
covered by Tata Indicom in both network and services.
 Some of the respondents have faced billing problems, network problems and
service problem. If Tata Indicom solves all these problems out aggressive
marketing most of the customers will shift to Tata Indicom connection.
89
5.3 CONCLUSION
A study was conducted regarding the potential of SME and corporate towards
Tata Indicom connection. From this study it is easy to analyze that the corporate
connections of Tata Indicom towards SME around half of the respondents were aware
of the connection which Tata Indicom is providing for the present SME, only few of
the respondent had Tata Indicom corporate connection for this study a sample size of
150 of SME was taken, many of the respondents had different corporate connections,
regarding billing complaints extra charges and other minor complaints were heard
from the respondent.
From all the respondents a certain percentage were previous Tata Indicom
users but due to lack of services and product falls they have moved to other service
providers
Most of the customers were satisfied with customer service and network of
BSNL and Reliance, most of the respondents were satisfied with their present
connections, only a few respondents are interested to have corporate connections
because of good tariff plans, most of the respondents have considered Tata Indicom as
average network provider. Most of the respondents prefer calls to be more than one
minute. Many of the new customers want good services and network coverage’s,
majority of the respondents are considering if Tata Indicom gives more services for
SME it would be excellent, Tata Indicom is facing network problems, Tata Indicom
should be ahead in the present world with aggressive marketing, speed up
connectivity and broad band service.
The project helped in studying the major telecom providers segment and
determining the consumer’s expectation, satisfaction and attitude in the telecom
segment. The project also aimed at ascertaining the competitive level in the telecom
industry, for corporate connections to small-scale medium enterprises.
90
BIBLIOGRAPHY
Books
• Philip Kotler
Marketing management eleventh edition
Published by Pearson education (Singapore), Indian branch
• Tom Cannon
Basic Market principle and marketing
Published by Casell publisher’s ltd.
• Ronald S Rubin
Marketing Research VI edition
Prentice hall of India pvt.ltd, New Delhi
• G C Beri
Marketing Research third edition
Published by Tata McGraw-Hill publishing company ltd, New Delhi
• Tata Indicom broachers and magazine.

• Company web site: www.tataindicom.com
91
QUESTIONNAIRE
Dear Sir/ Madam,
I am Vijesh kumar k, student of 4th semester MBA, Kristu

Jayanti College, Doing a market Research on “Study On Market
Potential of SME and Corporate Segment For Tata Indicom
Services”.
1. Have you heard about Tata Indicom providing excellent corporate connections
for small-scale, medium enterprises and also better services?
Yes □ No □
2. Do you have Tata Indicom corporate connection

Yes □ No □
3. If no mention your corporate connection --------------------
4. Any problems regarding billing for ISD or STD.

Yes □ No □
5. If you had faced any other problems regarding Billing.

Delay □ Extra charges □ Other Complaints□
6. Did customer care/services respond well regarding your billing problems.

Yes □ No □
7. Regarding billing problems, complaints, delay what would you like to say to
the customer services provided.
Strongly satisfied □ Satisfied □ Moderate □ Dis-satisfied □
92
8. Regarding customer care and services are you satisfied with the present
Connection. Is it?
Excellent □ Good □ Average □
9. If good/ average are you planning to have all your lines to Tata Indicom.
Yes □ No □ Al ready having □
10. How would you rate your Network?

Excellent □ Good □ Average □ Poor □
11. What are the reasons for using this particular brand of network?
Rate- plan □ Features □ Special offers □ Others□
12. Amount you paid last month ------------------, units consumed last month-----
Calling pattern you fallow
Calls to mobile -----------%
Calls to land --------------%
13. Normal call to mobile or Landline is,

One minute □ Or More □
14. If you are a new customer, do tell us your wants and services towards Tata
Indicom.
Good services □ Network coverage □ Reduce Tariff in ISD □
15. Tata Indicom is providing a new Tariff plans for small-scale medium
Enterprises, which is very effective and money saving, Do you like to have
such plans.
Yes □ No □
16. Do you want any body to get in touch with you regarding service and new
Product of Tata Indicom?
Yes □ No □
93
17. Tata Indicom is giving more services for small-scale medium enterprises. Do
Tell us about the services. Is it?
18. Do tell us about the satisfaction, regarding Tata Indicom services for ‘SME’.
Strongly satisfied □ Satisfied □ Moderate □ Dis-satisfied □
19. Are you satisfied with Tata Indicom connection?

Yes □ No □
20. If No, what problem are you facing?

Billing □ Network □ Services □
21. Do tell us about your expectation towards Tata Indicom

Aggressive Marketing □ Speed up Connectivity □
Broad Band Service □
22. If an existing customer then do tell us about Tata Indicom customer services.
Excellent □ Good □ Average □ Poor □
23. What expectation you like to have from Tata Indicom services, Is it,
Good tariff plan □ Good customer support system □
Excellent coverage □
24. Do customer services of Tata Indicom give you better services?

Yes □ No □
25. Your views and suggestions to improve the services, Is it,

Target Rural Market □ Service provider □
More value good services □
26. Give me your expectations and suggestions regarding Tata Indicom corporate
94
Connections.
If Good /Average give some suggestions regarding your expectations.

Network coverage □ Attractive offers □
Good tariff plans □
Your Good Name ----------------------------------------------

Business Name -------------------------------------------------
Contact Number ------------------------------------------------
Thank you Sir/ Madam for your patience and time to have a few minutes with you.
Date:------------ Signature:--------------
95
96

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1.

1.1 GENERAL INTRODUCTION

In today’s competitive world aggressive marketing has become more attractive

The key to success in today’s dynamic corporate world is to have a reliable

Prospects: A prospect is someone whom the marketer identifies as potentially willing

Relationship and Network: Relationship marketing is the practice of building long-

Aggressive marketing: Aggressive marketing therefore is trying to get more, By

A well-structured strategy involving well-organized and managed campaigns

Widest range of Applications

Reliability and Diversity: We provide the necessary reliability and diversity by

Access to IPLC Service: It as a point of its presence in 23 locations across the

Marketing mix: It is those marketing decision-variables which when blended

Promotional mix: The selected combination of advertising, publicity, sales,

Personnel mix: The decision to recruit and develop a group of employees to

Customer satisfaction: The extent to which a product perceived performance

Consumer Satisfaction = Actual performance by the firm

Expectation shape customer perception of product/ firm’s performance.

Customer Satisfaction in the Service of an Industry

Satisfaction is a person’s feeling of pleasure or disappointment resulting from

Determinants of consumer behavior

1.3 NEED OF THE STUDY

1. It is necessary to know the present competition of Tele Services so that the

2.1 TITLE OF THE STUDY

2.2 STATEMENT OF THE PROBLEM

Regarding Potential of “SME” and corporate towards Tata Indicom

2.3 OBJECTIVE OF THE STUDY

2.4 SCOPE OF THE STUDY

2.5 RESEARCH METHODOLOGY OF THE STUDY

Description of the Research Design

Research design is a formal investigation or specification of methods and

The research design used for this study is Exploratory Research.

The objective of exploratory research is to explore or search through a

The Encyclopedia of social science defines research as “The manipulation of

Marketing research is the systematic collection of the information from

1. Arbitrary or unscientific method.

a) Exploratory Research: The objective of exploratory research is to explore or

b) Descriptive Research: The main objective of descriptive research is to describe

c) Casual Research: A type of conclusion research where the major objective is to

Convenience sampling is a non –probability sampling. It means selecting

Convenience sampling, as the name implies, is based on the convenience of

2.8 FIELD WORK

2.9 ASSUMPTION OF THE STUDY

3.1 ORIGIN OF THE ORGANIZATION

Tata Teleservices spearheads the group’s presence in the telecom sector.

Having pioneered the CDMA 3G1x technology platform in India, Tata

Tata Indicom enterprise business unit (TIEBU) launched in 2003 is the

The Tata Groups commitment to building a substantial presence in India’s

The objective is to make Tata Indicom the preferred telecommunications

Tata group comprises 93 operating companies in seven business sectors.

Presence of large number players especially in the mobile industry as ensured

According to the study “ Potentials of SME and corporate connections towards

Finance Production Quality control H.R.

Production Personal financial Marketing

Auditing Credit Planning Inventory

Retirement Cost Performance Accounting

Employment Labor/industrial employee

Employment Training/ Labor EEO

Nonexempt Professional Employee Human

Benefits Managerial Manager of Employee

Human Resource (H.R)

The main function of human resource management is putting right person to

The material department is another important department of the company. The