1. PROJECT REPORT
ON
MARKET ANALYSIS
OF TATA DOCOMO
AT DISTRIBUTOR END
Presentation By-
Avneet Kaur
MBA 3rd sem IM-A
Roll no.- 1274736

2. COMPANY PROFILE

3. • India’s mobile market is fastest growing market in world.
• TATA DOCOMO marks a significant milestone in Indian
telecom landspace.
• Tata Docomo is the third largest telecom network in the
world.
• TATA telecom Incorporated in 1996.
• TATA DOCOMO is Tata Teleservices Limited's (TTSL)
telecom service provider with the joint venture of the Tata
Group's and NTT DOCOMO which came into existence on
November 2008.
• First mobile service provider to have second pulse tariff
and 3G in India.
• It is the global leader in value added services.

4. • The name DoCoMo is officially an abbreviation of the
phrase, "do communications over the mobile
network", and is also from a compound word dokomo,
meaning "everywhere" in Japanese.
• On 20 October 2011, Tata teleservices brought its
services under the name Tata Docomo.
• A Star Enterprises is the authorised distributor of Tata
Docomo in Jalandhar.
• A Star enterprises, Leading distributor out of 7
distributors in Jalandhar area has 595 outlets to
manage and distribute the services and products of
Tata Docomo.
• Out of 595, 335 outlets are Transacting and 260 non
transacting.

5. RESEARCH
METHODOLOGY

6. The objectives of this study/project are as
follows:
• To study the working of Tata Docomo Distributor.
• To study the Market of Tata Docomo.
• To study the unique features and services offered by
Tata Docomo.
• To perform a SWOT analysis of TATA Docomo.
• To know the impact of promotional activities on the
purchasing behaviour of the buyer.
• To study the retailer satisfaction level regarding the
services provided by Tata Docomo.
• To study consumer satisfaction from the view of
retailers.

7. Companies most popular amongst
dealers
(Question 1- Which telecom companies are you dealing with?)
48
44
40
44
48 50
45
0
10
20
30
40
50
60

8. Brand demanded by customers the
most
(Question 2- Among them which brand are demanded by customers
the most?)
25
6
4
1
15
20
8
0
5
10
15
20
25
30

9. Rating of Brands
(Question 3. How would you rate the experience with following
brand?)
Excellent
18%
Good
64%
Average
18%
Below
Average
0%
Tata Docomo
Excellent
34%
Good
50%
Average
12%
Below
Average
4%
Vodafone

10. Excellent
63%
Good
21%
Average
14%
Below
Average
2%
Airtel
Excellent
9%
Good
40%
Average
49%
Below
Average
2%
BSNL

11. Excellent
14%
Good
28%
Average
30%
Below
Average
28%
Videocon

12. Features that attract customers the
most
(Question 4- What are the features customers look from service
provider?)
3
12
23 24
15
6
0
5
10
15
20
25
30
E-Recharge Prices and
Discount
Brand
Name
Network
coverage
Service &
Support
Other offers

13. Most attractive Marketing/ Sales
scheme
(Question 5. Which of these marketing/ Sales scheme attracts
customers while purchasing any connection?)
27
10
19
10
0
5
10
15
20
25
30
Recharge Offers Value Added
Services
Discount Schemes Other Services

14. Most sold Product/Service by Docomo
(Question 6. Which Product/ Services of Tata Docomo are you selling?)
26
18 19
41 41
15
39
0
5
10
15
20
25
30
35
40
45
Tata
Photon
Virgin
Sims
3G Sims EVD Docomo
Sims
Indicom
Sims
Paper card

15. Relationship of dealer with Tata Docomo
(Question 7. How long you have been dealing with Tata Docomo?)
0-2 years
35%
2-5 years
65%

16. Rating of Tata Docomo performance
(Question 8. How would you rate TATA DOCOMO performance as
your expectation?)
9
16
22
3
0
5
10
15
20
25
Good Network
Coverage
Good Internet
Speed
Easy Recharge Service as per
expectation

17. DSE’s visit frequency at outlets
(Question 9. How often do DSE visit your outlet?)
23
7
2
13
5
00
5
10
15
20
25
Everyday Twice in a
Week
Once in a
Month
After 1 day Once in a
week
Never
Chart Title

18. Rating of Tata Docomo’s features
(Question 10. Rate the following attributes of TATA DOCOMO)
Excellent
14%
Good
44%
Average
36%
Below
Average
6%
Network Coverage
Excellent
18%
Good
64%
Average
16%
Below
Average
2%
Offer/ Schemes

19. Excellent
50%Good
40%
Average
8%
Below
Average
2%
DSE Support
Excellent
30%
Good
46%
Average
18%
Below
Average
6%
Value Added Services

20. Excellent
18%
Good
56%
Average
22%
Below
Average
4%
Sales
Excellent
12%
Good
44%
Average
34%
Below
Average
10%
Incentive and
Commission

21. Excellent
12%
Good
44%
Average
34%
Below
Average
10%
Activation Process

22. Improvement required
(Question 11. What are the services Docomo needs to improve?)
20
2
5
1 1 2 3
11
0
5
10
15
20
25

23. FINDINGS OF STUDY

24. FINDINGS
• Tata Docomo is the second most preferred brand in telecom
sector after Airtel.
• The experience of retailers of Tata Docomo are mostly good.
• Retailers are of view that customers seek for good ‘Price and
Discount’ from service providers.
• While purchasing a connection, customers look for good
recharge offer which act as marketing tool for company.
• Out of the products and services sold by Tata Docomo,Tata
Docomo sims are being sold the most.
• Since Tata Docomo has been launched 4 years back,
maximum Outlets are dealing with it for 2-4 years.
• Easy recharge is the best performance attribute of Tata
Docomo followed by Good Internet speed.
• Most of the outlets have marked DSE’s visit them daily.

25. SOWT of Tata Docomo
STRENGTHS-
•Flexible plans and Recharge offers,
•Good advertising,
•Good internet speed,
•Good distribution services,
•Good brand image of Tata Docomo,
•Affordable plans by common person,
•Youth appeal,
•First to launch per second tarrif plan,
•Ability to attract customers with various plans,
•Prices less than Almost all the brands,
•One of the best networks providing 3G services,
•Fast activating process.

26. Weakness:
•Service centre issues.
•Similar and monotonous plans
schemes
•Network issues
•Lack of post-paid services.
•Customer services are not
satisfactory.
•Comparatively less Incentives and
commission offered to retailers
•Untapped market of Ludhiana,
Amritsar and other rural areas.
Opportunity:
•Fast expanding cellular market.
•Latest and low cost technology.
•Untapped other areas of Punjab-
Amritsar and Ludhiana.
•Value added services.
•Introduce new plans for internet
users.
•Introduce 3G in more regions.
•Activation process up gradation.
Threats:
•Brand name of Airtel is inducing
customers to choose it.
•Price competition with Videocon,
Reliance and BSNL
•Mobile Number Portability to other
brands due to weak signal strength.
Competitors:
•Airtel
•Vodafone
•Idea
•Videocon
•Reliance
•BSNL

27. SUGGESSION/
RECOMMENDATION

28. • Though Tata Docomo is one of the most preferred brand, it
needs to improve many things to get top position in market.
• Recommendation for Network improvement:
 Improve Network in Rural Areas of Punjab.
 Plant towers in Ludhiana and Amritsar.
 The Network should compete Airtel and Vodafone’s net.
 3G network should be established in all the regions.
• Recommendation for Product & Services improvement:
 Schemes and offers should be ass innovative.
 3g network must be improved in many areas.
 Photons and 3G sims should be advertised more.
 Value added services should be good enough to give competition to
other players in market.
Activation process which is about 1 day should be reduced so that
customers get the activated sims very quickly.
 They should also give easy E Recharge facilities to customers.
All the products of Tata Docomo should be present in all the outlets
so that they are easily available to customers.
The offers which are most liked by customers should be maintained.

29. CONCLUSION/ SUMMARY

30. After analysis and interpretation of the data it can be concluded
that
• Tata Docomo is providing a broad range of products ranging
from sims to photon. This is the critical factor to attract various
customers. Wide range of schemes is also leading to increase in
number of customers with rapid pace for Tata Docomo.
• Tariff charges introduced by the Tata Docomo are found to be
cheaper than other services.
• Tata Docomo has emerged as a giant killer due to their tariff
plans and heading towards the position of dominator.
• Tata Docomo is providing some unique features and services
like pay per second, SMS per character, pay per site plans that
are making them being different from their prepaid competitors.
• Awareness of the Tata Docomo is spreading widely among
people due to their promotional activities.
• Distribution and Sales channel of Tata Docomo is very effective.
• Majority of the retailers are satisfied with the services of the Tata
Docomo and they recommend it to others.

31. BIBLIOGRAPHY:
1. Tata Docomo Website : www.tatadocomo.com
2. Research Methodology Info :
www.newagepublishers.com/samplechapter/000896.pdf
3. Wikipedia : en.wikipedia.org/wiki/Main_Page
4. Tata Teleservices website :
http://www.tatateleservices.com/t-aboutus-ttslorganization.aspx
5. Tata Docomo sstatatally software :
https://sstatally.tatatel.co.in/DOeSSTA/Login.jsp
6. EVD Software :
https://evdapps.tatatel.co.in:4443/GsmEvdWeb/newEVD.evd
7. TATA Prepay Book June 2013
8. Documents provided by A Star Enterprises

32. Thank you