A
Project Report On
A Study on Retail Visibility and Database Maintenance Model.
With special reference to
Tata TeleServices Limited
Submitted to
Sharadchandra Pawar Research Institute of Technology Computer Management and Career Development.
PUNE
For the partial fulfillment of the requirement For the award of the degree of
Master of Marketing Management (M.M.M)
BY
Anurag Nagar (2005-07)
COMPANY CERTIFICATE
INSTITUTE RECOMMENDATION
This is to certify that Mr. Anurag Nagar is a bonafide student of Sharadchandra Pawar
Research Institute of Technology Computer Management and Career Development.
PUNE He has successfully carried out his Summer Project titled, A Study on Retail
Visibility and Database Maintenance Model. At Tata TeleServices Limited
This is the original study of Mr. Anurag Nagar and important sources used by him have
been acknowledged in his report. This report is submitted in the fulfillment of two year
full time course of MMM (2005-2007) as per the rules of the Pune University.
He has worked under our guidance and direction.
(Director) (Project guide)
ACKNOWLEDGEMENT
I take this opportunity to express my heartfelt gratitude to all the people who have
extended their assistance and provided me, information during the tenure of the project
and am greatly indebted to them for guiding and supporting me through out the project
and sparing some of their valuable time.
I would like to express my deep gratitude to Mr.Vinay Goel (Sr.executive marketing)
of Tata TeleServices limited my guide foaming his expert guidance and support
throughout the project.
This project report couldn t have been completed without guidance of our Director and
project guide.
I express my sincere thanks and gratitude to above stated person who has helped me
directly and also who have helped me indirectly during my project. The immense scope
of this project has helped me to understand many parameter of marketing in the telecom
industry.
Anurag Nagar
MMM-II
TITLE
INDEX
Sr.
No.
Particulars Page No.
1. Executive Summary
2. Objective of the Project
3. Scope of the Project
4. Industry Profile
5. Company Profile
6. Research Methodology
7. Analysis, & Interpretation Of the Data
8. Observations & Findings
9. Limitations
10. Conclusions & Recommendations
11. Bibliography
12. Annexure
Questionnaire.
Executive summary
Today s economy is somewhere based on digital revolution and telecommunication
sector. India is the fourth largest telecom market in Asia after China, Japan and South
Korea. The Indian telecom network is the eighth largest in the world and the second
largest among emerging economies. At current levels, telecom intensiveness of Indian
economy measured as the ratio of telecom revenues to GDP is 7% percent as compared
with over 11 percent in developed economies.
Historically, the telecom network in India was owned and managed by the Government
considering it to be a natural monopoly and strategic service, best under state's control.
However, in 1990's, examples of telecom revolution in many other countries, which
resulted in better quality of service and lower tariffs, led Indian policy makers to initiate a
change process finally resulting in opening up of telecom services sector for the private
sector.
Retailing is the set of business activity that adds value to the product s and
services sold to the customers for their personal and family use. Often people think of
retailing only as the sales of products in stores.
In this project we can study the retail visibility of Tata Indicom with the respect of
other service provider s. This project was carried out considering the two factors of retail
visibility that are internal and external visibility. Also the performance of the distributors
and the sales of the product are carefully studied.
The purpose of the project was to ascertain the working of the distributors through
the retailers and the working of the distributors appointed by the service provider. Also to
know the weekly visits of the company sales executives in order to gather the information
about the working of the distributors. To ascertain the merchandising status of Tata
Indicom with respect to other service provider. The retailers were questioned about the
timely intimation by the Tata Indicom for their newly launched schemes and also whether
they are satisfied with the services of Tata Indicom or not.
The summer training at Tata TeleServices limited at jaipur in rajasthan I was
assigned with the topic as: a study on retail visibility and database maintenance model
as a project work. The duration of the project assigned to me was of two months (May 06
to July 06).
The summer training programs are designed to give the future mangers feel of
being a part of corporate world and closer look to the working environment of the
company. This summer training program bridges the gap between the bookish knowledge
and work experience. Summer training program made us to understand how theoretical
knowledge will be applied in practical field
I exactly in this context that I was privileged enough to join Tata TeleServices ltd,
a part of Tata group, as a summer trainee. The experience that I have gathered over past
eight weeks has certainly provided me with an orientation, which believe will help me
and shoulder any assignment successfully in future.
The project deals with the study of the Tata TeleServices ltd. Situated at Jaipur
(Rajasthan) All the information is collected by the observation and unstructured
interviews while having direct contact with the retailers. For this project I had selected
120 retail outlets in various part of Jaipur city, outlets were selected in such a way that
shall provide maximum information for the research undertaken. The purpose of the
research was to measure the market potential of TATA INDICOM in jaipur city of
Rajasthan.
In Short it can be concluded that Airtel is the major player in Jaipur, followed by
Realiance.Tata Indicom is also an emerging player and it needs to gain a greater market
share in order to compete with the top player s. Tata Indicom is continuously improving
on its retail visibility to gain a larger customer base.
This analyzed data was later on converted into the form of graph, such as pie
chart, bar graph, etc. This is to make result easily comprehensible by anyone going
through this report. This also made it easy to draw conclusion based on the research and
provide a presentable format of the report.
On the basis of project various suggestions are given which may help the
company for making sales promotional activities more effective.
OBJECTIVES OF STUDY
The topic of project work was Study on Retail Visibility and Database Maintenance
Model
PRIMARY OBJECTIVES:
1. To measure the retail visibility of Tata Indicom with respect to other service providers.
2. To analyze the sales of Tata Indicom in the Jaipur city of Rajasthan.
3. To study the internal and external retail visibility of Tata Indicom.
4. The working of sales executives and distributors in the city of Jaipur.
5. Analyze the Market Position of the Product.
SECONDARY OBJECTIVE:
1. To know the awareness of Tata Indicom brand.
2. Market potential of Tata Indicom.
3. Collecting of data /information for marketing intelligence system.
4. To know the exact working of the retailers in Jaipur.
5. Perception of retailers about the product.
SCOPE OF STUDY
As this study also help the company to understand where they stand in the market with
their competitor s .The study will also help to know the opinion and expectation of the
retailers and users from the company as far as sales promotion support is concern.
AREA OF OPERATIONS:
My areas of operations were major crowded and market places, in which I could gather
maximum information about the project I was working upon. Monitoring
The prepaid and postpaid connections recharge coupons of Tata Indicom with respect to
other service providers. And also to study the internal and external retail visibility of Tata
Indicom.
TIME SCOPE:
I started my study from May 2006 to July 2006. Thus, the time
Period for my project work was only two months. And the information collected
Is from the study during these two months.
GEOGRAPHICAL SCOPE:
Because of the time limitations of two months and transportation barrier, I was only able
to cover the major market places in Jaipur city.
INDUSTRY PROFILE
THE INDIAN TELECOM SECTOR
India is the fourth largest telecom market in Asia after China, Japan and South
Korea. The Indian telecom network is the eighth largest in the world and the second
largest among emerging economies. At current levels, telecom intensiveness of Indian
economy measured as the ratio of telecom revenues to GDP is 7% as compared with over
11% in developed economies.
Historically, the telecom network in India was owned and managed by the
Government considering it to be a natural monopoly and strategic service, best under
state's control. However, in 1990's, examples of telecom revolution in many other
countries, which resulted in better quality of service and lower tariffs, led Indian policy
makers to initiate a change process finally resulting in opening up of telecom services
sector for the private sector.
The Indian telecommunication network is undergoing a revolutionary change, in
terms of coverage, quality and range of services. As of September 1999, the network
equipment capacity has grown to 22.63 million lines in about 25,394 exchanges and has
registered an annual growth rate of 16.5 percent over the last six years, amongst the
fastest in the world. J P Morgan, the global equity research and investment company, has
forecast an annual growth of over 20 percent for the Indian telecom sector over the next
five years.
The demand for the next 10 years is estimated to be 81.83 million lines (i.e. an
addition of 67.40 million lines). Assuming that the Department of Telecommunication
('DOT') is able to grow at an annual rate of 12-13 percent through internal accruals alone,
the projected demand gap is expected to range between 20 and 25 million lines in 2007.
Investments to the tune of Rs1, 900 billion (US$ 53 billion) are required for the provision
of these new connections.
Indian telecom is poised for a boom by the turn of the century. The network is
expected to expand to a level of 20 million connections. Here by various services
provided to customers with value added services like Credit Card Authorization, Voice
Mail and AudioNet Services, Electronic Mail, Public Mobile Radio Trunking Service,
Radio Paging Service etc.
Talking about service like 1(G), 2(G), and 3(G) services which are in boom,
nowadays every subscriber wants value added services like visual radio and push to talk
services which belongs to 3(G) technology, in India 3(G) technology in form of visual
radio launched in Delhi. In brief
1(G) technology: - First generation technology or 1(G) technology is an analog
technology used for telecommunications, license is issued to only to operator.
2(G) technology: - Second generation technology is a digital technology used for
telecommunications. Introduced in 1990 s, perfect example of 2(G) are GSM (GLOBAL
SYSTEM OF COMMUNICATION) and CDMA (CODE DIVISION MULTIPLE
ACCESS), well 2(G) technology is successor of 1(G) technology.
3(G) technology-: Third generation technology is a triple play having video as well as
data. It s a more mature technology, 3(G) has 4-5 times higher voice capability than 2(G)
services. This service better serves to higher advantage to rich mobility experience.
COMPANY PROFILE
Tata TeleServices Limited 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 Telecom (India) Limited [now
renamed Tata TeleServices (Maharashtra) Limited] in December 2002, the company
has swung into expansion mode. Tata TeleServices operates in 20 circles i.e. Andhra
Pradesh, Chennai, Gujarat, Karnataka, Delhi, Maharashtra, Mumbai, Tamil Nadu,
Orissa, Bihar, Rajasthan, Punjab, Haryana, Himachal Pradesh, Uttar Pradesh (E),
Uttar Pradesh (W), Kerala, Kolkata, Madhya Pradesh and West Bengal.Tata
TeleServices, which heralded convergence technologies in the Indian telecom sector, is
the world leader in the fixed wireless service market, with a 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 TeleServices bouquet of telephony services includes mobile services, fixed
wireless phones, public booth telephony, wireline services and value-added offerings
such as voice portal, roaming, post-paid internet services, three-way conferencing, group
calling and Wi-Fi internet. The company pioneered the CDMA 3G1x technology
platform in India, and has established a robust and reliable telecom infrastructure that
ensures quality in its services. Tata TeleServices has partnered Motorola, Ericsson,
Lucent and ECI Telecom for the deployment of a reliable, technologically advanced
network.
The Tata Group's 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 Limited is the central, specialized enterprise sales and marketing unit
for the Tata Group's telecom initiatives. The unit is the benchmark telecom player in the
enterprise space and was formed with a view to providing customized, end-to-end voice
and data solutions to customers across India. It delivers cost-effective, integrated
solutions that are designed to fulfill the most complex communication needs.
AREAS OF BUSINESS
Tata TeleServices Ltd. pioneered the CDMA 3G1x technology platform in India. The
company has established a robust and reliable telecom infrastructure that ensures quality
in its services. It has partnered Motorola, Ericsson, Lucent and ECI Telecom to deploy a
reliable and technologically advanced network.
Tata TeleServices Ltd 's telephony services include mobile services, fixed
wireless phones (FWP), public booth telephony and wire line services. Among its value-
added services are voice portal, roaming, post-paid Internet services, three-way
conferencing, group calling, wi-fi Internet services and data services.
The company has entered the 'prepaid' segment by launching, under the Tata
Indicom brand, its '100 % Sacchai True Paid' offering across all its circles. Tata Indicom
also offers a collection of 1,000 mobile games, the latest handsets, and new voice and
data services such as BREW games, picture messaging, polyphonic ring tones, and
interactive applications. Tata TeleServices limited currently serves 10 million customers
in all over the country.
CORPORATE MANIFESTO
At the Tata Group our purpose is to improve the quality of life of the communities we
serve. We do this through leadership in sectors of national economic significance, to
which the Group brings a unique set of capabilities. This requires us to grow aggressively
in focused areas of business.
Our heritage of returning to society what we earn evokes trust among consumers,
employees, shareholders and the community. This heritage is being continuously
enriched by the formalization of the high standards of behavior expected from employees
and companies. The Tata name is a unique asset representing leadership with trust.
Leveraging this asset to enhance Group synergy and becoming globally competitive is the
route to sustained growth and long-term success.
CORPORATE STATEMENT
Enriching life by enabling reliable and affordable communication anytime,
anywhere
We will strive to be the preferred partner to our customers by providing
appropriate and cost-effective communication solutions.
The Tata Group has always sought to be a value-driven organisation. These
values continue to direct the Group's growth and businesses. The five values
underpinning the way we do business are;
Integrity: We must conduct our business fairly, with honesty and transparency.
Everything we do must stand the test of public scrutiny.
Understanding: We must be caring, show respect, compassion and humanity for
our colleagues and customers around the world, and always work for the benefit
of the communities we serve.
Excellence: We must constantly strive to achieve the highest possible standards in
our day-to-day work and in the quality of the goods and services we provide.
Unity: We must work cohesively with our colleagues across the Group and with
our customers and partners around the world, building strong relationships based
on tolerance, understanding and mutual cooperation.
Responsibility: We must continue to be responsible, sensitive to the countries,
communities and environments in which we work, always ensuring that what
comes from the people goes back to the people many times over.
COMPANY SLOGAN AND LOGO
ORGANIZATIONAL STRUCTURE
Products and Services
Tata Indicom offers a complete range of affordable telecom solutions for your home and
business needs. Be it Tata Indicom mobile, Smart Wireless Service, Public Phone booths,
Broadband services or Centrex, we are present in every Sphere of the telecommunications
market, endeavoring to make your life comfortable and hassle free.
Tata Indicom has a wide range of product and service offering to meet every ones need:
Voice: -
1. Tata Indicom Mobile
2. Tata Indicom Push-To-Talk Service
3. Tata Indicom Smart Wireless Service
4. Tata Indicom Fixed Wire Phone Connection
5. Tata Indicom ISDN Services
6. Tata Indicom Centrex
7. Tata Indicom E1 Links
8. Tata Indicom Basic/Primary Rate ISDN
9. Tata Indicom Managed Leased Lines
10. Tata Indicom Direct Inward Dialing (DID)
11. Tata Indicom Public Phone Booth
12. Tata Indicom Voice Reminder Services
Data: -
1. Tata Indicom Shared and Dedicated Internet Bandwidth
2. Tata Indicom Virtual Private Networks (VPN)
3. Tata Indicom Hosting Services
4. Tata Indicom Internet Access Solutions
5. Tata Indicom ADSL & DSL
Internet: -
1. Tata Indicom Post-Paid Internet connection
2. Tata Indicom Broadband Internet Services
3. Tata Indicom Corporate Dial Up
4. Tata Indicom Corporate Internet ISDN
5. Tata Indicom Internet Private Leased Circuits (IPLC)
6. Tata Indicom Internet leased lines (ILL)
7. Tata Indicom Managed Data Network Services (MDNS)
8. Tata Indicom INMARSAT
9. Tata Indicom TV Uplink
10. Tata Indicom Internet Data Centers
11. Tata Indicom NLD leased line
12. Tata Indicom Conference Services
13. Tata Indicom Conference Call Service
14. Tata Indicom Videoconference Service
15. Tata Indicom Web Conference Service
16. Tata Indicom Video Telephony Service
MAJOR PLAYERS IN RAJASTHAN:
RELIANCE INFOCOM the biggest private sector CDMA mobile & all telecom service
providers and the biggest competitor of Tata Indicom. With its wide network of users and
network spread all over India, it posses the biggest challenge to Indicom.
TATA INDICOM- CDMA, WLL MOBILE, FWP, FWT PROVIDER. A new player in
Rajasthan trying to establish its foot steps in the market with tough future in the market
and threats the present telecom player with its new idea and deals for the customer
satisfaction and services. Presently possess 9 percent market in Rajasthan and planning
more.
BSNL- Bharat Sanchar Nigam Limited, the biggest telecom service provider in INDIA
owned by government offering all sorts of services starting from basic landline to WLL
and GSM mobile phones (Tarang, Cellone, Excel& broad brand)
AIRTEL- Owned by Bharti Telecom is the most efficient and widely spread GSM
mobile service of India. Operating in Rajasthan at a large scale. Posses largest share in
Rajasthan market.
HUTCH - The Indian brand for GSM mobile services of ORANGE earning a lead in
Rajasthan in telecom sector.
CONTACT: -
TATA TELESERVICES LIMITED
THE GUMAN-I,
AMRAPALI CIRCLE,
VAISHALI NAGAR,
JAIPUR-302015
RAJASTHAN
Tel: +91-141-5550101
Fax: +91-141-5115880
WEBSITE: WWW.TATATELESERVICES.COM
BOARD OF DIRECTORS
The Tata TeleServices Limited Group Currently Operates in 20 circles i.e. Andhra
Pradesh, Chennai, Gujarat, Karnataka, Delhi, Maharashtra, Mumbai, Tamil Nadu, Orissa,
Bihar, Rajasthan, Punjab, Haryana, Himachal Pradesh, Uttar Pradesh (E), Uttar Pradesh
(W), Kerala, Kolkata, Madhya Pradesh and West Bengal.
These cities are fully interconnected through the Group's own fiber optic network
and some leased lines from other service providers. The Group also provides post-paid
dial-up Internet access and content services.
And the bouquet of Board of Directors comprises of:
Mr. Ratan. N.Tata Designation: chairman Tat sons and limited.
Mr. N. S. Ramachandran Designation: Independent Director Company: Tata Teleservices Ltd.
Mr. Arunkumar R. Gandhi Designation: Director
Mr. S. Ramadorai Designation: Director Company: Tata Consultancy Services Limited
Mr.R.Gopalakrishnan Designation: Director Company: Tata Sons Ltd.
Mr.Ishaat Hussain Designation: Director Company: Tata Sons Ltd
Mr.Raymond Bickson Designation: Director Company: Indian Hotels
HISTORY
A saga of vision, commitment and fortitude.
As much an institution as it is a business conglomerate, the Tata Group is unique in more
ways than one. Established by Jamsetji Tata in the second half of the 19th century, the
Group has grown into one of India's biggest and most respected business organizations,
thanks in no small part to its entrepreneurial vision, its commitment to ideals that put
people before profits, and its fortitude in the face of adversity and whole process is
carried away by three Tata titans: Jamsetji Tata, JRD Tata and Naval Tata.
The Tata family of companies shares a set of five core values: integrity, understanding,
excellence, unity and responsibility. These values, which have been part of the Group's
beliefs and convictions from its earliest days, continue to guide and drive the business
decisions of Tata companies. 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.
TATA Group of companies for household and consumer products:
1 .CMC 12. Tata Power
2. Indian Hotels Company 13. Tata Sponge Iron
3. Nelco 14. Tata Motors
4. Rallis India 15. Titan Industries
5. Tata Chemicals 16. Tayo Rolls
6. Tata Coffee 17. Tata Tea
7. Tata Consultancy Services 18. VSNL
8. Tata Elxsi 19. Trent
9. Tata Investment Corporation 20. Tinplate Company of India
10.Tata Steel (Tisco) 21. Voltas
11.Tata Teleservices limited 22. TRF
23.TATA METALIKS
MILESTONES
1. Tata Indicom service made available in 1500 cities. Tata Indicom crosses the 1500
city mark.
2. Tata Indicom launches its exclusive portal for Women on its mobile phones called
"Woman's Zone".
3. Tata Indicom repositions its Fixed Wireless Phone category under the brand name "
4. Tata Indicom crossed the half million-customer mark in the Fixed Wireless segment
by registering over 300% growth in its Fixed Wireless customer base since January
2003. With over half million Fixed Wireless retail customers and over 30,000 Fixed
Wireless payphones, Tata Indicom continues to be the leader in the Fixed Wireless
segment.
5. Tata Teleservices (AP circle) is rated as one of the "Great Places to Work" in a
Business World survey
6. Acquisition of Hughes Tele.com
Tata Teleservices Limited acquires Hughes telecom, a company that had a strong
presence in basic telephony in the states of Maharashtra & Goa.
7. Digital DSL Services launched
Tata Teleservices Limited endeavor to provide customers with wide ranging data
applications continues with the launch of DSL Data services. DSL gives customers
the flexibility of simultaneously meeting his Data & POTS needs on a single line.
8. As far concerned every month increasing lucrative customer base of Tata Indicom
reached 10mn till now.
9. Tata group hikes stake in VSNL: Tata Sons has 7.64%.
10. Tata Indicom brand ambassador Sania Mirza launches the New Smarter Walky
11. 10,000 customers are added to the Walky fixed wireless service family per day
across 20 circles.
12. The New Smarter Walky will be available across 9,000 retail outlets
Tata Teleservices signs contract with ZTE for rural telecom network in India .ZTE
Corporation, the fastest growing global provider of telecommunications equipment and
network solutions, has been selected by Tata Teleservices (TTSL), a
leading CDMA telecommunication service provider in India, to deploy All-IP
CDMA2000 solutions for rural telecom networks throughout India in the coming three
years.
The Indian telecom market has experienced phenomenal growth in recent years. The
mobile subscriber base is now over 100 million and tele-density in major metros is more
than 40%. Rural telecom coverage is a critical focus for the Department of
Telecommunications, India, because it will benefit rural consumers, who make up over
72% of the country s population.
BCG Matrix:(Boston consulting Group)
The growth-share matrix is divided into four cells, indicating different type of business:
1. Question marks
TTSL that operates in high growth markets but have low relative market shares.
According to Question mark situation, TTSL has to spend money on equipment to keep
up with the fast growing market.
2. Stars
AIRTEL is the market leader in a high growth rate. According to the Star, AIRTEL
Company must spend substantial fund to keep up with the high market growth and to
fight off competitors attacks.
3. Dogs
In dog condition companies have weak market share in the low growth markets.
Players should think whether to continue with this business or switch over to another
business.
4. Cash Cows
Stars with a falling growth rate that still have the largest relative market share but
market growth rate has slowed. No player of telecom lies in cell.
RESEARCH METHODOLOGY
Research is a careful investigation or enquiry specially through search for new facts in
any branch of knowledge and a systematized effort to gain new knowledge. Marketing
research is the systematic and objective identification, collection, analysis dissemination
and use of information for the purpose of improving decision making related to the
identification and solution of problems and opportunities in marketing. We define or
identify the marketing research problem or opportunity and then determine what
information is needed to investigate it.
The research was conducted for knowing the Retail Visibility of Tata Indicom in
the Jaipur city of Rajasthan. For the research I had visited 120 retail outlets.
The task involved was to gather information about Tata Indicom retail visibility of
Jaipur city and also reviewing the sales and interior, exterior retail visibility of Tata
Indicom in respect with other service providers in Jaipur.
RESEARCH TYPE
1. A TYPE OF ACADEMIC RESEARCH
This project has been done mainly for the fulfillment of academic requirements.
RESEARCH DESIGN
A research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in
procedure.
Research designs are of following types
DESCRIPTIVE
DIAGNOSTIC
EXPERIMENTAL
CAUSAL
EXPLORATORY
In this project, exploratory type of research design has been used.
RESEARCH TYPE - EXPLORATORY RESEARCH.
This method is undertaken when researcher is interested in knowledge about
characteristics of certain group. As in this particular case I wanted information regarding
a particular group i.e. retailers and retail visibility of Tata Indicom in jaipur city, In which
I deal directly with retailers. Hence I selected Exploratory research as the type of
research.
RESEARCH DURATION
The research was conducted over duration of two months from May to July 2006.
DATA COLLECTION:
For this project work I collected data from both the Secondary and Primary data
Sources.
SECONDARY DATA SOURCE:
The Product Leaflets, Information from Company s Website and The
Training provided by the existing seniors.
Sources of Information.
Also I referred to News Papers Advertisements to collect information for my
Project work.
PRIMARY DATA SOURCE:
The survey done to collect the data from the retailers by questionnaires, observations and
interviews in the city of Jaipur were the major sources of primary data.
SAMPLING
Sampling is one of the most fundamental concepts underlying any research work. Most
research studies attempt to make generalization or draw inferences regarding the
population, based on their study of a part of the population that is the sample.
METHOD OF SAMPLING:
Sampling is one of the most fundamental concepts underlying any research work.
The sampling method used for project was simple Random and purposive sampling. The
sample size is selected randomly with a purpose to cover maximum possible given area.
SAMPLE SIZE:
My sample size for this project work was 120 Retail outlets.
SAMPLE FRAME.
The entire list that contains the sample unit is known as sample frame; As it is not
possible to cover all the outlets in the given limited time period, outlets were chosen in
such a way that shall provide maximum information in all the areas.
In this case my sample frame was area of Jaipur city i.e.
Mansarovar -13
Tonk Road -10
Malviya Nagar -20
Pratap Nagar -18
Sanganer -19
Durgapura -16
Bajaj nagar -7
Mahesh nagar -5
Bani Park - 12
Data Analysis & Interpretation
( I ) Interior Retail Visibility
(A) Interior Visibility of One Way Vision
Service provider No. Of one way Vision
Percentage Tata Indicom 8 13%
Hutch 15 25% Reliance 18 30%
Airtel 20 32% Total 61 100%
.
Observations: -
From the above figure it can be clear that Tata Indicom has 13% of One way Vision in
Interior Visibility while other players like Airtel has 32%, Reliance has 30% and Hutch
has 25%. Airtel holds the largest share in one-way vision in Jaipur. Tata Indicom is trying
to match with airtel, as it is an important part of retail outlets.
Interior Visibility of One Way Vision
Tata Indicom
13%
Hutch25%
Reliance30%
Airtel32%
Tata IndicomHutchRelianceAirtel
(B) Interior Visibility of Wall Mounted
Telecom Service provider No. Of Wall Mounted Percentage Tata Indicom 8 11%
Hutch 17 24% Reliance 19 27%
Airtel 27 38% Total 71 100%
Interior Visibility of Wall Mounted
Tata Indicom11%
Hutch24%
Reliance27%
Airtel38%
Tata IndicomHutch
RelianceAirtel
Observations
From the above figure it can be inferred that Tata Indicom has 11% of Wall Mounted in
Interior Visibility while other players like Airtel has 38%, Reliance has 27% and Hutch
has 24%. Tata Indicom holds less Interior retail Visibility Of Wall Mounted in Jaipur and
adjusted areas.
(II) Exterior Retail Visibility of Signage s
Service Provider Number of External Signage s
Percentage
Tata Indicom 37 19%
Hutch 44 23% Reliance 52 27%
Airtel 62 31% Total 195 100%
Number of External Signages
Tata Indicom19%
Hutch23%
Reliance27%
Airtel31%
Tata Indicom
Hutch
Reliance
Airtel
Observations
From the above graph, it is cleared that Tata Indicom has 19% shares of exterior retail
visibility; on the other hand Airtel has highest exterior retail visibility that is 31% and
reliance and hutch holds 27% and 23% respectively. Exterior retail visibility holds a key
position in any of retail outlet.
(III) Number of Respondents Satisfied With the Service of TATA INDICOM
(YES\NO) No. Of Respondents PERCENTAGE
Yes 77 64% No 43 36%
Total 120 100%
No. of Respondents
Yes64%
No36%
YesNo
Observations
This survey was carried out to know whether the retailers were satisfied with the services
of Tata Indicom, and according to the above graph it is clear that majority of the retailers
were satisfied with their services.
It was found that: -
64% of the retailers were satisfied with the services.
36 % of the retailers were not satisfied with the services of Tata Indicom.
(IV) Awareness of all the schemes launched by the Tata Indicom
(YES\NO) No. Of Respondents Percentage Yes 72 60% No 48 40%
Total 120 100%
No. of Respondents
Yes60%
No40%
Yes
No
Observations
From the above survey, it is conclude that -
60% of the retailers were aware of the schemes launched by Tata Indicom
40% of the retailers were not aware of the schemes launched by Tata Indicom
(V) Sales per month of prepaid connection per outlets
Service Provider Average sales of prepaid connection per month
Tata Indicom 12 Hutch 15
Reliance 20 Airtel 15
1215
2015
0
5
10
15
20
25
Tata Indicom Hutch Reliance Airtel
Service Provider
Ave
rag
e S
ales
Per
Mo
nth
Observations
It can be understood from the above graph that reliance holds the maximum number of
average prepaid connections sold per outlet in a month that was 20, followed by hutch
and airtel at 15 each, and Tata Indicom at 12.
(VI) Sales per month of recharge coupons per outlets
Service Provider Average sales of recharge coupons per month Tata Indicom 17000
Hutch 19000 Reliance 25000
Airtel 20500
17000 19000
2500020500
05000
1000015000200002500030000
TataIndicom
Hutch Reliance Airtel
Service Provider
Ave
rag
e S
ales
Per
M
on
th
Observations
It is found that the average numbers of recharge coupons sold by retailers in a month of
each service providers were as Reliance Rs.25000, Airtel Rs.20500, Hutch Rs.19000,
Tata Indicom-Rs.17000. It is clear from the above graph that reliance holds the major
market share in Jaipur as it holds the maximum no sales of connections as well as
recharge coupons.
(IX) Weekly visits for merchandising by the distributor per outlets
Service Provider Avg.weekly visits for merchandising by the distributor
Tata Indicom 3 Hutch 2
Reliance 3 Airtel 4
0
1
2
3
4
5
TataIndicom
Hutch Reliance Airtel
Service Provider
Avg
.wee
kly
visi
ts
Observations
From the above graph, it can be concluded that average weekly visits for merchandising
by the distributor per outlets of Tata Indicom and Reliance were 3 per week but Hutch
and Airtel are 2 and 4 relatively.
FINDINGS
From the research project carried out some findings these are as follow:
The retailers were highly satisfied with the offers offered by the company and also by the
working of the distributors. The company has invested large amounts in the internal and
external retail visibility. The retailers are well communicated by the company about the
newly launched or to be launched schemes. The existing retailers did not have any
problem with the quality of the product and the services provided by the company and the
distributors.
The new launched super Saver home plan is very good according to the survey
conducted from the retailers.
It was found that some retailers were unaware of the sales promotional
Scheme provided by Tata TeleServices. The some retailers did not knew of such
Schemes the Tata Indicom was having.
As far as awareness is concerned about TATA Indicom Services is very good.
More than 80% respondents are well aware about TATA Indicom
The internal and external merchandising of Tata Indicom as compared with other
service providers was better due to the good coordination between the company and the
distributors.
The company is blessed with good marketing department, which gives the
company good and relevant information about the market, which makes possible for them
to chalk out schemes, which shall suit the present market condition.
LIMITATIONS OF THE STUDY
1. The study was carried out in jaipur city only.
2. Sample size was of only 120 retail outlets.
3. Time constraint.
4. As the collected data in the month of May to July the result could not be considered
consistent for the whole year.
5. I faced problem of avoidance towards giving information. The retailer thinks it to be
Useless and wastage of time.
6. Large Geographical area.
7. Few retailers couldn t respond well to my questions.
8. Lack of awareness about Tata TeleServices limited in prospects mind.
CONCLUSIONS
With the opening economy and growing awareness there exist a big potential in telecom
industry in India. High growth, huge dropping prices and heavy competition is the future
scenario of growing Indian telecom market.
It was observed that internal and external retail visibility of Tata Indicom is better
than the other service providers; the working of the distributor is a major factor in the
success of Tata Indicom in jaipur city.
By taking basic objective into consideration this research found out various problems
with sales promotion activities of the company .it is found out that most of the retailers
give more preference to commission offered to them for selecting a particular service
provider. Business house, chain of retailers and professionals give more preference to
TATA Indicom than its competitor, according to me Tata Indicom should promote its
services in such a way that all segments of the society can use its services so that it can
have a larger customer base. For example schemes should be launched for students (like
of hutch, college campus) and special cards for women (like ideas, women s card).
The only service which was laid back is the flexibility to recharge prepaid connections,
like top up cards, e-recharge, recharge through ATM s etc.
Finally I would like to conclude that company should adopt changing habits and
perception of retailers and user should be studied from time to time and its adoption so as
to survive and make profits in such a competitive market scenario.
RECOMMENDATIONS
At last I like to conclude and suggest TTSL in which I had worked for two months and I
am proud to be part of such an organization, which is a part of Tata group of companies.
It was observed that the retail visibility of Tata was excellent in the city of jaipur, but
was not as such in the remote areas near Jaipur (like of Sanganer, Chomu etc)
The number of retailers should be increased in order to match the competitor s
progress.
Easy access of Prepaid and postpaid connections should be made available to retailers
so that they can serve the customers as and when they need.
Retailers should be encouraged by the distributors to use the Word-Of-Mouth
Marketing.
The company should gather regular information from the distributors regarding the
current market trends and situation.
Tata Indicom should promote or sponsors the culture events like gathering in
colleges, fashion show, jaipur festival etc. in order to grasp the younger section of the
society
Retailers and sales executives should be trained in order to educate the customers
about the product benefits so that more detail communication can take place between
customers and TATA Indicom personals. There is a need to take the feedback of
TATA Indicom personals from the existing customers.
Company should enter in rural market to capture more market share, because the
urban market already saturated.
The out dated external and external retail visibility should be withdrawn from the
market.
A proper demonstration should be given by the special cell in the retail outlets by the
company or by display board to make the customer aware about the accessing of Tata
Indicom services.
BIBLIOGRAPHY
BOOKS REFERRED
MARKETING MANAGEMENT, PHILIP KOTLER, 11TH Edition, Prentice
Hall Of India Pvt. Ltd.
MARKETING MANAGEMENT, V. S. RAMASWAMY and S.
NAMAKUMARY, 3rd Edition, MacMillan India Ltd
MARKETING RESEARCH, C.R.KOTHARI, 2nd Edition, NEW AGE
INTERNATIONAL PUBLISHERS.
REFERENCES
WEBSITES VISITED
www.tataindicom.com
www.indiainfoline.com
www.icra.com
www.google.co.in
COMPANY SOURCES
Leaflets and Brochures of the product of the company.
Training from the company, Company s data.
ANNEXURE
QUESTIONNAIRE FOR RETAILERS
Surveyor s Name:
Date of visit:
GENERAL PROFILE
Zone: -
Distributor Name: -
Area Sales Manager: -
Outlet s Name: -
Contact Person: -
Outlet s Address: -
Outlet Category: -
1) How many prepaid connection do you sell in a month?
a) Airtel B) Hutch
C) Tata Indicom D) Reliance
2) What amount of recharge coupons are sold every month?
a) Airtel B) Hutch
C) Tata Indicom D) Reliance
3) What number of weekly visits by company sales executive?
A) Airtel B) Hutch
C) Tata Indicom D) Reliance
4) How many weekly visits for sales by the distributor?
A) Airtel B) Hutch
C) Tata Indicom D) Reliance
5) How many weekly visits for merchandising by the distributor?
A) Airtel B) Hutch
C) Tata Indicom D) Reliance
6) Are you timely informed by the schemes launched by Tata Indicom?
A) Yes B) No
7) Are you satisfied with the service provided by Tata Indicom?
A) Yes B) No
8) Have you ever been in shortage of handsets or recharge vouchers of Tata Indicom?
A) Yes B) No
9) Any further suggestions: -____________________________________________
_____________________________________________________________________
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