3. About Company
Indian cellular service provider on the GSM
& CDMA.
Strategic joint venture between Tata
Teleservices and NTT Docomo (November
2008)
Country's sixth largest Operator in terms of
subscribers.
First to launch 3G Services in India
4. Issues & Problems faced by
Company
Sales were Dropping down comparitively
with Competitors
Network issues
Poor relationship with Retailers
Poor Communication Of information by
DSE’s
5. Issues & Problems faced by
Retailers
No Regular Visits to Retail Outlet by
ASM’s
Lag in Payment of Claims.
Network Coverage
Retailer’s Not satisfied with Company
Services.
6. Activities Campaign
Proper Survey Of Market (To Find out the
Problems and it’s Criticality)
Regular visit to retail Outlets To ensure
proper sale of product.
Finding out the positioning of product so as
to take appropriate Plans for sales to rise
up
Brand Promotion Activities.
7. Survey Of Market
In this Phase, we took Feedback from
various Retail Outlets.
We classified outlets into
1. DUAO (Daily Unit Activating Outlet)
2. AO (Activating Outlet)
3. NAO (Non Activating outlet)
8. Feedback from retail chain
•After Visting The Retail outlets, we collected the data, sampled it
and did analysis
•This Helped in understanding , how our product was positioned in
the market, and in the mindset of customers
•Following is a Sample Data of Sakkardara Market Area.
Retail
Outlet
Idea Vodafone Airtel Uninor docomo
Shahu
Mobile
25 30 15 30 10
Atish
Mobile
15 10 5 15 5
Parmatma
Mobile
5 20 5 20 5
K2 Mobile 15 25 15 20 15
9. Positioning of Product
25%
22%
10%
8%
24%
11%
Sales
Idea
Vodafone
Airtel
Uninor
Reliance
Docomo
10. Strategic Implementation
For incrementation in sales, organisation
implemented some of the schemes as
follows:
My Best Offer.
Happy Recharge.
Nagpur Ka Raja Kaun.
Maharaja DSE Kaun.
Hum Tum (Love Dhamaka) Offer.
11. My Best Offer
My Best Offer has got maximum attractions
since the scheme is in the market.
By simply dialing *232*Customer Mobile
number # by the retailers its gives one of
the best offers to the customers.
Customers can also check his Best offer by
simply dialing *232#
Retailers also promoted “My Best Offer”
because of getting an extra commissions
on these recharges.
12. Happy Recharge
Happy Recharge is also one of the best
plans which company has adopted to
attract more & more customers.
As the plan starts from Rs.110 which gives
a maximum talk time of Rs.130.
Customers responded to the Happy
Recharge and it has already attracted TATA
DOCOMO subscribes.
13. Nagpur ka Raja Kaun
It consisted of Lucky
draw among all the
activating outlets
scattered overall Nagpur.
Winner was ‘Maa
Bhavani’ Mobile shop
present in Aashirwad
Nagar.
14. Maharaja DSE Kaun
This was another Scheme implemented for
top 10 DSE’s. A lucky draw was carried out
among the top 10 DSE’s among various
Distributor points.
The Conditions were:
No FRC Pending.
No FCD Pending.
15. Brand Promotion
For Promoting the Product, we set up
Canopies at Various Hot-spot locations.
Under Canopy activities, we implemented
following plans;
Simple Offer
Product Price Rs.25
Talktime 61 minutes
Internet 200 MB 3G
Validity 1 month
Hum Tum (Love Dhamaka) Offer
Product Price 40 Rs
Talktime 20 Rs
Internet 200 MB 3G
Special Offer 60000 Sec Free
T2T for calling
16. Continue….
Simple Offer has got good numbers of new
users.
As it has 61 minutes as talk time & 200 MB
3G Data.
HUM TUM offer was also one of the
successful scheme offered by the
company.
HUM TUM Offer itself registered more than
300+ new subscribes in a single day.
HUM TUM Offer has a long term existence
17. Conclusion
There is a huge demand of the TATA
DOCOMO products but needs
modification on in the terms of network
connectivity.
A frequent visit by “AREA SALES
MANAGER” can give a boost to the
retailers.
Claims cycle should be reduce from 15
days to 7 days.
18. Continue…
DSE’s needs continues up gradation in
terms of new launch & other activity.
Company should again rethink on OTF
given to the retailers.
Customers & Retailers complaints must
given top priorities by management.