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SUBMITTED TO
UNIVERSITY OF MUMBAI AND R.E. SOCIETYS R.P. GOGATE COLLEGE OF ARTS & SCIENCE, AND R.V. JOGALEKAR COLLEGE OF COMMERCE, RATNAGIRI
Avowal
I, the undersigned hereby declare that the project report titled STUDY OF TATA DOCOMO prepared under the guidance of Mrs.Shameem.J.Memon is an original work by me. The Findings and recommendations of the study are based on the information collected by me. The information collected by me is true to best of my knowledge.
ACKNOWLEDGEMENTS
My special thanks got to our principal Dr. Subhash Deo for giving me an opportunity to do this project and also vice principal of commerce faculty Mr. B. K. Ghate. Not to forget our coordinator Mr. M. R. Sakhalkar for their precious support. I would express my gratitude to Mrs. Ashwini Deosthali, HOD of BMS department & Mrs. Shameem J. Meman for their philanthropic and overriding efforts for developing my career. My novice of the practical world would not have got me far, had it not been under the direction of Mrs. Shameem J. Meman, my project guide.
It was a formidable task but the active guidance and help from Sathish Eknath Ghosalkar (Manager, Roopraj Telecom) it would not have diluted into a research project. Last but not least I wish to acknowledge the support of my family, friends, and each and every member contributed to this project.
INDEX
SR. NO. TOPICS CHAPTER 1 01 02 03 04 EXECUTIVE SUMMARY OBJECTIVES METHODOLOGY LIMITATIONS CHAPTER 2 01 02 03 04 05 06 07 08 HISTORY COMPANY PROFILE CUSTOMER SATISFACTION MARKETING STRATEGY AVAILABILITY PLANS COMPETITORS ANALYSIS SWOT ANALYSIS CHAPTER 3 01 PRESENTATION AND INTERPRETATION OF DATA FINDINGS RECOMMENDATIONS CONCLUSION CHAPTER 4 01 02 ANNEXTURE WEBLIOGRAPHY AND BIBLIOGRAPHY
02 03 04
EXECUTIVE SUMMARY
TATA DOCOMO is Tata Teleservices Limited's TTSL telecom service on the GSM platform arising out of the Tata Group's strategic alliance with Japanese telecom major NTT DOCOMO in November 2008. Tata Teleservices has received a panIndia license to operate GSM telecom services, under the brand TATA DOCOMO and has also been allotted spectrum in 18 telecom Circles. TTSL and has already rolled out its services in various circles. India is the fastest growing major mobile market in the world .Building on leading position in the market, TTSL. Aims to capitalize on the growth potential to significantly increase the subscriber base and market share. The telecom sector is increasing day by day and the competition is getting more and tougher. Initially Tata service was providing CDMA and after tie up with DOCOMO they come up in GSM as TATA DOCOMO. The project is about customer satisfaction for Tata Teleservices Limited with special Reference to GSM prepaid customer in Ratnagiri city. As the title suggest, how the customer is satisfied with the service of Tata teleservice through GSM prepaid mobile. The primary objective of this research project is to find the satisfaction level of GSM prepaid mobile user and to find out the reason why user prefer any particular technology. The second objective was to study the features of the technology. The research was carried out in survey method. The data for this research was
STUDY OF TATA DOCOMO collected by two methods. Primary data was collected with the help of questionnaires and interviews. Different questionnaires were used for GSM and non existing users. Secondary data regarding company profile and GSM information was collected from internet. The sampling technique used was random sampling. The sampling size was 200 for each GSM, non existing user.
RESEARCH METHODLOGY
PRIMARY DATA:
LIMITATION
Sample size was restricted to Ratnagiri city as it was difficult to approach people outside that because of time constraint. So sample size was limited. Improper decision- many respondents could not have sufficient time to answer/ fill the questionnaire. Inadequate information- some of the questions were not answered/ filled properly or accurately. Project study was conducted only for 3 months June to September 2011
COMPANY PROFILE
TATA DOCOMO is Tata Teleservices Limited's TTSL telecom service on the GSM platform arising out of the Tata Group's strategic alliance with Japanese telecom major NTT DOCOMO in November 2008. Tata Teleservices has received a pan-India license to operate GSM telecom services, under the brand TATA DOCOMO and has also been allotted spectrum in 18 telecom Circles. TTSL and has already rolled out its services in various circles. The launch of the TATA DOCOMO brand marks a significant milestone Indian telecom landscape, as it stands to redefine the very face of telecoms in India. Tokyo-based NTT DOCOMO is one of the world's leading mobile operators-in the Japanese market, the company is clearly the preferred mobile phone service provider with a 50 percent market share. NTT DOCOMO has played a major role in the evolution of mobile telecommunications through its development of cuttingedge technologies and services. Over the years, technologists at DOCOMO have defined industry benchmarks like 3G technologies, as also products and services like the i-mode TM, mobile payment and a plethora of lifestyle-enhancing applications. Today, while most of the rest of the industry is only beginning to talk of LTE technology and its possible applications, DOCOMO has already started conducting LTE trials in physical geographies, not just inside laboratories!
R. E. SOCIETYS GOGATE JOGALEKAR COLLEGE RATNAGIRI.
STUDY OF TATA DOCOMO DOCOMO is also a global leader in the VAS (Value Added Services) space, both in terms of services and handset designs, particularly integrating services at the platform stage. The Tata Group-NTT DOCOMO partnership will see offerings such as these being introduced in the Indian market under the TATA DOCOMO brand. TATA DOCOMO has also set up a 'Business and Technology Cooperation Committee, comprising of senior personnel from both companies. The committee is responsible for identification of the key areas where the two companies will work together. DOCOMO, the worlds leading mobile operator will work closely with Tata Teleservices Limited management and provide know- how on helping the company develop its GSM business. Despite being a late entrant, Tata Indicom, TTSL's CDMA brand, has already established its presence and is the fastest-growing pan-India operator. Incorporated in 1996, Tata Teleservices Limited is the pioneer of the CDMA 1x technology platform in India. Today Tata Teleservices Limited, along with Tata Teleservices
(Maharashtra) Ltd, serves over 37 million customers in more than 320,000 towns and villages across the country offering a wide range of telephony services including Mobile Services, Wireless Desktop Phones, Public Booth Telephony and Wire line Services.
HISTORY
Tata Teleservices Limited now also has a presence in the GSM space, through its joint venture with NTT DOCOMO of Japan, and offers differentiated products and services under the TATA DOCOMO brand name. TATA DOCOMO arises out of the Tata Groups strategic alliance with Japanese telecom major NTT DOCOMO in November 2008. TATA DOCOMO has received a panIndia license to operate GSM telecom services and has also been allotted spectrum in 18 telecom Circles. The company has rolled out GSM services in 14 of Indias 22 telecom Circles in a quick span of under six months. The company plans to launch pan-India operations by the end of FY 2009-10.TATA DOCOMO marks a significant milestone in the Indian telecom landscape, and has already redefined the very face of telecoms in India, being the first to pioneer the persecond tariff option-part of its Pay for What You Use pricing paradigm. Tokyo-based NTT DOCOMO is one of the worlds leading mobile operators-in the Japanese market, the company is the clear market leader, used by over 50% of the countrys mobile phone users.
Corporate Philosophy
With the aim of creating a new world of communications culture, we NTT DOCOMO will devote all the skills, know-how and energy towards the establishment of more "personal communication" with our customers that contribute to their heartfelt satisfaction.
A New World of Communications Culture More personal communication Reliable access Real time access E-communication One-to-one personal This gives birth to a new world of communications culture Freedom to enjoy communications anytime, anywhere with anyone Opening of endless lifestyle horizons
To achieve this
In order to create a world of more innovative and enriched communications, we will improve service quality, aggressively move forward with the development of various services. We will also research and develop a more advanced user-friendly communications interface, and at the same time we will provide these services and technologies to an ever expanding area.
Customer Satisfaction:
Communications those are always ready when needed. Capability to contact whomever, from wherever and whenever the customer desires. Happiness that comes from heart-to-heart communications. Bringing customers another step closer to realizing their dreams. Responding to every customer with consideration, courtesy and thoroughness. Providing products that give customers easy and convenient access to cutting-edge functionality.
To achieve this
First and foremost, we will fulfill expectations of customers by fulfilling our response to their needs through improved service quality, building original networks, enriching functionality and expanding the service area. In addition, by providing an expanding and ever-improving selection of services at inexpensive
R. E. SOCIETYS GOGATE JOGALEKAR COLLEGE RATNAGIRI.
STUDY OF TATA DOCOMO rates, we will deliver satisfaction to a growing diversity of customers. Making the most of the talents of each individual in our company. Respect for the individuality and sense of values that are unique to each person. Enable internal corporate communication to flow free from vertical and horizontal organizational barriers. Make the most of the ideas of each individual. Foster a corporate culture that is not restricted by conventional thinking and systems. Create a creative office environment that supports the fulfillment of the individual. Fostering an "open" corporate culture that welcomes the ideas and views of the individual. Evaluate personnel based on their merits. Build a company that overflows with a challenging spirit.
To achieve this
By improving our system and programs for the enhancement of human resources and unifying our human resource development, we will empower each individual to exert their skills to the utmost of their capabilities and discover new potential. At the same time, we will strive to create a workplace that motivates individuals through measures such as improvement of the working environment and labor conditions and enhancement of health and welfare benefits.
R. E. SOCIETYS GOGATE JOGALEKAR COLLEGE RATNAGIRI.
VISION
We will leverage our strength in executing complex global scale projects to make leading edge information and communication services affordable by all individual consumers and business in India. We will offer unparalleled value to create customer delight and enhance business productivity. We will also generate value for our capabilities beyond Indian borders while enabling millions of Indias knowledge workers to deliver their services globally.
STATISTICS
Third largest telecom network in the world. Largest operator in INDIA is BSNL. INDIAS mobile market is the fastest growing market in the world. Worlds leading Japan based Telecom Company. Over the years technologies of DOCOMO has defined industry bench marks like 3G technology. It is the global leader in value added services. TATA telecom Incorporated in 1996. Tata Teleservices is the pioneer of the CDMA 1x technology platform in India. Deep involvement in the launch of 3G has inspired us to create an infrastructure that will allow people and all kinds of objects to communicate a wealth of information. Extended systems will link the home, the office and any number of other locations to bring greater convenience to all aspects of everyday life. For the future, it is our aim to incorporate information gathered by all five senses to achieve an array of services far beyond anything envisaged to date. NTT DOCOMO is already making rapid progress in such areas through a wide range of innovative research, building expertise and techniques as we move forward towards exciting new business opportunities. Innovating dreams
R. E. SOCIETYS GOGATE JOGALEKAR COLLEGE RATNAGIRI.
STUDY OF TATA DOCOMO Our goal is to create a broad array of exciting new services. Services that will bring undreamed-of convenience to people everywhere. In addition to Audio Barcodes and 3D Display System introduced in this website, cutting edge technologies beyond the imagination are already under development. These include a system that makes distant objects feel like an extension of the human body for ultra realistic experiences, and advanced chips that will allow items such as household appliances to communicate. What's more, we are actively realizing 4G technology such as MIMO (Multiple-Input-Multiple-Output) multiplexing technology and a wireless access
communications system, as well as contributing to the establishment of specifications for global standardization. Researchers at NTT DOCOMO have a clear vision of the future. A future that will unite all of the above advances and many more, to create a world where people can communicate at a higher level, regardless of time and space Telecom industry in India is dominated by major companies like Airtel, Vodafone in GSM services. Competition is very intense due to low differentiation. India ended March this year with 391.76 million mobile lines and tele density is around 36.98.
STUDY OF TATA DOCOMO Airtel enjoys 33.9%, Idea 11.6% Vodafone 19.6 and Tata CDMA has 7.2% of market share respectively. PRICE It having attractive tariff plan: TATA DOCOMO having 1paisa /sec it is applicable for both prepaid and postpaid
Customer Satisfaction
The 21 century belongs to the service sector. The customer of yester year was a silent person who uncomplainingly purchased the goods from the market place. There is a new customer emerging today. Customer satisfaction can be defined as, customer satisfaction is the feeling derived by the consumer when he compares the actual performance of the products with the performance that he expects of it. The measurement of the customer satisfaction typically begging when a company realizes that their customer s is the people, who provide the revenues that, hopeful, will cover expenses. Most companies start by establishing a customer satisfaction baseline. Then they target year by year improvement. Understanding customer requirement and delivering
superior quality goods and services to achieve composer satisfaction lead to the retention and growth of the customer.
STUDY OF TATA DOCOMO just satisfied still find it easy to switch over when a batter offers comes along. Those who are highly satisfied are much less ready to switch over. High satisfaction or delight creates an emotional bound with the brand and customer starts looking at an offering emotionally and just rationally. The aim of marketing is to meet and satisfy target customers needs and wants but knowing customer is never simple. Customer may state their needs and wants but act otherwise. They may not be in touch with their deeper motivations. They may respond to influential to change their mind at the last minute. Some of todays most successful companies are raising expectation and delivering performances to match. These companies are aiming at TCS- Total customer Satisfaction. Increasing competition (whether for-profit or nonprofit) is forcing businesses to pay much more attention to satisfying customers. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy.
Customer Loyalty:
These four factors will greatly affect your ability to build a loyal customer base: Products that are highly differentiated from those of the competition.
R. E. SOCIETYS GOGATE JOGALEKAR COLLEGE RATNAGIRI.
STUDY OF TATA DOCOMO Higher end products where price is not the primary buying factor. Products with a high service component. Multiple products for the same customer. Loyal Customers and Loyal Workforces Building customer loyalty will be a lot easier if you have a loyal workforce not at all a given these days. It is especially important to retain those employees who interact with customers such as sales people, technical support, and customer-service people. Many companies give a lot of attention to retaining sales people but little to support people. The increasing trend today is to send customer service and technical support calls into queue for the next available person. This builds no personal loyalty and probably less loyalty for the firm. Before going this route, be sure this is what your customers prefer.
Instant Feedback:
Recently, many organizations have implemented feedback loops that allow them to capture feedback at the point of experience. For example, National Express, one of the UK's leading travel companies invites passengers to send text messages whilst riding the bus. This has been shown to be useful as it allows companies to improve their customer service before the customer defects, thus making it far more likely that the customer will return next time.
R. E. SOCIETYS GOGATE JOGALEKAR COLLEGE RATNAGIRI.
MARKETING STRATEGY
Tata Docomo appears to be banking heavily on its tariff plans the company is offering a 1 second pulse instead of the usual 1 minute pulse that other telecom operators are offering. This means that consumers are charged on a per second basis, instead of a per minute basis, and end up saving money on unused seconds. A nifty little application How much can you really save on Docomos website explains how this works. Rs. 0.01/second is a marked change from the Re 1/min and Rs. 0.49/min charges that usually applies.
PRODUCT:
TATA DOCOMO having good range of services. Tata Docomo provides both postpaid and prepaid services. Tata Docomo having good quality network which provides clarity in voice.
PRICE:
It having attractive tariff plan: TATA DOCOMO having 1paisa /sec it is applicable for both prepaid and postpaid.
PLACE:
It is having good range of channels of distribution: As Tata already exist in this field of telecommunications as Tata Indicom. It has wide range of channels of distribution to sell TATA DOCOMO services.
PROMOTION:
Advertising: TATA DOCOMO following different style of advertising pattern in TV and newspapers. Due to that reason it was reaching public very fast.
STUDY OF TATA DOCOMO Interestingly, voice based services are also being priced with a per-second-pulse: 24 hour music and voice chat are priced at Rs. 0.02/second. Caller Tune search service Genie is also being priced at Rs. 0.02/second. This is a marked change, again, from the per minute pricing, and can offer consumers cheaper options.
Mobile pricing innovation Tata Docomo now charges per website for Mobile Browsing!
This is surely a first world over Tata Docomo have gone ahead and launched an innovative mobile Internet offering which allows users unlimited usage of their favorite websites on mobile for a fixed cost. Tata Docomo has been forefront in coming up with various attractive pricing schemes, especially, in the pay-per-use paradigm. They were first to introduce pay per second billing on calls, which now is followed by every mobile service provider. They followed it with pay-
STUDY OF TATA DOCOMO per-minute and pay-per-call pricing plans as well which has made them one of the fastest growing Mobile companies in India. The new pay-per-website offering however, takes it to a complete different level and unheard of pricing strategy. This is a very thoughtful strategy and something which has potential to growth rapidly. Tata Docomo pricing strategy.
STUDY OF TATA DOCOMO We have been quite impressed the way Tata Docomo have gone about their innovative pricing models as well as marketing strategies. Per Character SMS Pricing On 8th September 2009, the GSM branch of the Indian carrier Tata introduced a novel pricing strategy for text messaging. Under the brand Diet-SMS, Tata-DOCOMO bills its customers by-thecharacter, rather than on a per message basis. It is a very attractive marketing scheme, since many wireless subscribers, almost by habit, tend to pepper their text messages with abbreviations and acronyms. Under the new plan, Tata-Docomo charges one paisa per character. For example, a text which reads tnx (for thank-you) is charged at 3paise instead of the normal sms charge.
The Impact
Tata Docomo has gathered significant market share, owing to its pricing strategies. Existing mobile operators are matching the price and the clear winners are the subscribers since all the competition is sending the prices downhill. Tata Docomo pricing strategy.
Cutting through the clutter that the Indian telecom landscape finds itself in with customers forced to jostle with confusing and complicated products, services and tariff plans Tata DOCOMO is Doing the New again, with the launch of its new brand campaign, aptly titled Keep It Simple. Tata DOCOMOs unique Keep It Simple Campaign is in a form of a stand-up comedy show with many episodes, which will be aired during the course of this IPL season. It focuses largely on how Tata DOCOMO simplifies the telecom experience, and hence the consumers life, by providing differentiated products and services. Each individual advertisement starts by illustrating a complexity in the category, and presents the Tata DOCOMO product and/or service as a means of simplifying things. This campaign is simple, captures the various moods of Ranbir depicting those of Tata DOCOMO
R. E. SOCIETYS GOGATE JOGALEKAR COLLEGE RATNAGIRI.
Advertisement strategy
Tata DOCOMO ropes in Ranbir Kapoor as brand ambassador NEW DELHI: Tata Docomo, the GSM brand of Tata Teleservices (TTSL), today appointed Bollywood star Ranbir Kapoor as its brand ambassador. The company has inked a two-year contract with Kapoor and will roll out various televisions, print and outdoor campaigns with the actor, starting with the upcoming Indian Premier League (IPL) tournament. "We think Tata Docomo is an inspirational brand and so is the charm and personality of Ranbir Kapoor, so it is a great match. We will leverage him in various campaigns to build the brand further," TTSL Head Corporate Marketing Gurinder Singh Sandhu told PTI. Tata DOCOMO will undertake various marketing initiatives with Ranbir Kapoor, including television commercials, print campaigns, outdoors and retail front displays, he added. The company will introduce its new campaign during the IPL tournament, which kicks off on April According to media analysts, Tata Docomo is expected to spend in excess of Rs 50 crore for the 360-degree campaign during the IPL season.
STUDY OF TATA DOCOMO Other telecom operators like Bharti Airtel, Idea Cellular and Reliance Communications have also appointed Bollywood stars as their brand ambassadors. While Airtel has worked with Shahrukh Khan, Saif Ali Khan and Kareena Kapoor, Idea Cellular has Abhishek Bachchan as its ambassador. Reliance Communications has worked with Hrithik Roshan. Vodafone, on the other hand, has found success with its 'Zoozoos', the egg shaped cartoon characters featured in its ad campaign.
STUDY OF TATA DOCOMO Western Uttar Pradesh Punjab Rajasthan ,Recently Launched Aand Rest of West Bengal, Recently Launched.
PLANS
Tata DOCOMO Daily Plans. When every day is different, why have a fixed plan? A brand new day calls for a brand new plan. Choose from Daily plans on local, STD, Night calling, GPRS & Music and make your own Daily Plan.
Benefits:
How to subscribe:
Dial *141# and choose from Daily plans on local, STD, Night calling, GPRS & Music.
Product options:-
local at 1p/2sec at 3p/4sec Night On-net at 1p/10sec On-net at 1p/6sec & UK(F) at 3p/sec
All local at 1p/2sec STD at 3p/4sec Local Night On-net at 1p/10sec Local On-net at 1p/6sec USA/Canada & UK(F) at 3p/sec Gulf at 11p/sec All local & National SMS at 1p
STD
Local Local
11p/sec
Daily implies active till 12 midnight on the same day of pack activation. Ex: A subscriber activated the pack on 25 th Feb'10 then the pack with daily validity will expire at midnight of 25th Feburary'10#.
In case on night packs the expiry of the pack will be 7 am of the next day of activation of the pack. Ex: A subscriber activated the night pack on 25th Feb'10 then the pack with daily validity will expire at 7 am of 26th Feburary'10#.
The pack will get activated maximum within 2 hrs of request receipt on the system. You will get an automated confirmation SMS once the same is configured on our systems.
Pay Per Site Packs:Pay Per Site Type MRP(Rs.) Validity (Days) Combo Packs Mail Combo Social Networking Sites Combo Mail Packs Gmail+GTalk Rediffmail Yahoo Mail + Yahoo Messenger 'Social Networking Sites Packs Facebook Twitter LinkedIN Orkut Nimbuzz SNS SNS SNS SNS SNS 10 10 10 10 10 30 30 30 30 30 200MB 200MB 200MB 200MB 200MB Mail Mail Mail 10 10 10 30 30 30 200MB 200MB 200MB Mail SNS 25 25 30 30 500MB 500MB GPRS free Usage
SMS offers:
Pay for the First 3 Local SMS everyday and get the next 150 Local SMS free for the day Pay for the First Local/ National SMS everyday and get the next 100 Local/ National SMS free for the day Pay for the First 3 Local SMS everyday and get the next 750 Local SMS Free for day Pre-STD, ISD and National Roaming without rental. Automatic alerts when your Balance is Low.
Competitor Analysis
The competition has intensified the past few months with new players and schemes coming in. There has never been a better time for the customer to get a mobile phone connection There are at least six if not more operators to choose from in ever circle. In June 09, TATA DOCOMO broke the old system of tariff by introducing per second billing system. As soon as they did this, the other followed suit with price cuts everywhere. Suddenly the idea of calls being free was not so outrageous. The prices were reduced to such an extent that the viability of the business was in questions. The competitive environment of TATA DOCOMO can be looked at from the following perspectives
Market share
The government issued fresh licenses in 2008.As a result of this the market gets crowded though incumbents still hold larger market shares are shown above. However a point to note is that the new players have lower entry costs with very deep pockets. They also have no legacy issues like the older players and hence are more adept to changes market situations. The cost of infrastructure has reduced dramatically due to the market growth and DOCOMO had an advantage here.
As profits margins are becoming thin, the market capitalization of listed telecom companies has fallen. Though there have been some signs of recovery
STUDY OF TATA DOCOMO Package activation of Airtel ranges from Rs.64 to Rs.99 and varies from circle to circle. Docomos does not charge anything extra for activating the per second pack since the tariff plan by default is on per second basis. The Airtel tariff calculation is hard ranging from 1p/sec to 1.2p/sec , but 20% higher to other operators whereas A2A calls are kept at 1p/sec and that to other operators are charged at 1.2p/sec. But Tata Docomo is offering a limited period offer of STD calls at 1p/sec. But Airtel is older than Docomo so it has compact network links than Docomo , so this is the place where Docomo has to establish itself. Meanwhile it is found that Docomo with both GSM and CDMA network added over 4 million subscribers in September, beating market leader Bharti Airtel yet again. Airtel had 2.5 million new users in September. The battle has just begun as new operators are still to join the war. Do have your say what you edict is going to be ?
SWOT ANALYSIS
STRENGTH WEAKNESS OPPORTUNITIES THREATS
STRENGTHS:
First to introduce seconds tariff plan (seconds pulse) Good brand image of Tata services Having large variety of plans Plans are affordable by any common person.
WEAKNESS: Signal strength. Postpaid connections are not available as of now. Customer services are not satisfactory. Concentrating only on rural areas.
STUDY OF TATA DOCOMO OPPORTUNITIES: Have a great opportunity to expand its services. To introduce any new plans for internet users. Introduce 3G compatible services. To introduce new combined plans like, SMS, Internet, Calling integrated offers. THREATS: If signal strength is not increased it may lead to change in the network service by the customers. Tata has to clarify whether this 1ps/sec will continue till its lifecycle. Heavy competition from all other network providers.
ANSWERS
NO.OF RESPONDENTS
PERCENTAGE%
YES
192
96
NO
Respondents
4%
Yes 96% No
Interpretation
The above graph shows that 96.5%people are using mobile and 3.5% people are not using mobile.
ANSWER
NO.OF RESPONDENTS
a b
YES NO
167 33
Respondents
No 17%
Yes 84%
Interpretation
The above graph shows that people are more concerned about the technology they are using.83.5% users are concerned about technology. And 16.5% users have no concern from that.
Q.3) How would you rate the voice clarity of your GSM mobile connection?
ANSWER NO.OF RESPONDENTS a b c Excellent Good Average 32 113 43 PERCENTAGE % 16 56.5 21.5
Bad
4.5
Worst
1.5
Respondents
60% 50% 40% 30% 20% 10% 0% Excellents Good Average Bad Worst
Respondents
Interpretation
The above graph shows the rating given by GSM mobile users to the voice quality.16% GSM users are delighted with quality and 56.5% users are satisfied with that.
Q.4) How would you rate network coverage strength on GSM mobile connection?
ANSWER NO.OF RESPONDENTS a b c Excellent Good Average 93 63 34 46.5 31.5 17 PERCENTAGE %
Bad
10
Worst
Interpretation
The above graph depicts the coverage strength experienced by the GSM users. GSM users are getting better coverage strengths. 46.5% GSM users are highly satisfied with network coverage. 31.5% users are satisfied, 5%are not satisfied with that.
R. E. SOCIETYS GOGATE JOGALEKAR COLLEGE RATNAGIRI.
Q.5) How would you rate supplementary facilities like call wait, call hold, call forward, call divert, call conference on GSM mobile connection?
ANSWER NO.OF RESPONDENTS a b c Excellent Good Average 48 76 68 PERCENTAGE % 24 38 34
Bad
Worst
38%
34%
0% Worst
Interpretation
The above graphs shows the satisfaction level of GSM mobile users .24% users are highly satisfied, 38% are satisfied, 34% are find it average and 4% are dissatisfied with supplementary services offered to them.
R. E. SOCIETYS GOGATE JOGALEKAR COLLEGE RATNAGIRI.
Q.6) How would you rate the Internet connectivity and data transfer service on GSM?
ANSWER NO.OF RESPONDENTS
a
60 77 45
Bad
13
36.5
Worst
2.5
50% 40% 30% 30% 20% 10% 0% Excellent Good Average Respondents Bad Worst 2.50% 22.50% 38.50% 36.50%
Interpretation
Still many people are not aware of internet services offered to them by their services provider .GSM users are more satisfied with the internet and data services offered to them then other competitors. 30% users are highly satisfied, 22.5% are found it average, and 36.5% are not satisfied with that.
Q.7) How would you rate security and confidentiality regarding call theft on GSM mobile connection?
ANSWER NO.OF RESPONDENTS a b c Excellent Good Average 25 79 75 PERCENTAGE % 12.5 39.5 37.5
Bad
16
Worst
2.5
45.00% 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% Ewcellent 12.50%
39.50%
37.50%
Interpretation
The above graph shows that security and confidentiality regarding call theft on GSM mobile connection is good as number of respondents consider it at satisfactory level. 39.5%users find it good, 37.5% users find it average, and 8% users find it not at satisfactory level.
Q.8) How would you rate dual personal and business number facility on GSM mobile connection?
ANSWER NO.OF RESPONDENTS a b c Excellent Good Average 20 84 73 10 42 36.5 PERCENTAGE %
Bad
19
9.5
Worst
42% 36.50%
Interpretation
Although 10% find it excellent but 42% users find it good, 36.5% users find it average, 9.5% find it bad and 2% find it not satisfactory.
Q.9) How would you rate tariff rate of your Tata Docomo prepaid connection?
ANSWER NO.OF RESPONDENTS a b c Excellent Good Average 15 65 85 7.5 32.5 42.5 PERCENTAGE
Bad
25
12.5
Worst
10
50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Excellent Good 7.50% 32.50%
42.50%
Interpretation
7.5% Tata Docomo mobile users find it excellent, majority of users 42.5%find it average, 12.5% are not satisfied with it.
Q10.) How would you rate STD tariff plans of Tata Docomo communication?
ANSWER NO.OF RESPONDENTS a b c Excellent Good Average 75 85 35 PERCENTAGE % 37.5 42.5 17.5
Bad
2.5
Worst
42.50%
Interpretation
The above graph shows that 37.5% respondents are delighted with the STD tariff plans. 42.5%are satisfied with that.17.5% find it average and 205% are not satisfied with it.
STUDY OF TATA DOCOMO Q.11) How would you rate the customer care service of Tata Docomo mobile connection? ANSWER NO.OF RESPONDENTS a b c Excellent Good Average 17 35 74 PERCENTAGE % 8.5 17.5 37
Bad
46
23
Worst
28
14
Average Respondents
Bad
Worst
Interpretation
When I asked the customers of Tata Docomo about the services of Tata Docomo customer care 17% said that it is excellent. And most of customers find it average. Some of them said they are not satisfied with their services.
Voice clarity
Cheaper internet Cheaper handset with facilities with less more features expensive handsets Respondents
Interpretation
Majority of GSM users consider good voice clarity as the biggest strength of GSM. According to 17% of users lesser chances of handset theft is the biggest strength of GSM.24% of users say that cheaper handset with more features make GSM a popular choice.
ANSWER
NO.OF RESPONDENTS
PERCENTAGE % 39.5
79
121
60.5
60.50% 39.50%
Respondents
Interpretation
The majority of users said that the biggest weakness of GSM is the limited international roaming facility.
STUDY OF TATA DOCOMO Q14) Based on your experience with GSM technology are you likely to recommend GSM technology to your friends and relatives who may be planning to purchase a new mobile?
ANSWER
NO.OF RESPONDENTS
PERCENTAGE
a b C
50.00% 40.00% 30.00%
89 41 70
44.5 20.5 35
35% 20.50%
Interpretation
44.5% users will like to recommend the GSM technology to their friends and relatives.20.5% users would not recommend it to their friends, and 35% are not sure for that.
ANSWER
NO.OF RESPONDENTS
PERCENTAGE
a b C
102 46 52
51 23 26
23%
26%
No Respondents
Interpretation
Majority of respondents 51% found prepaid voucher easily available at retail outlet, 23% say that it is not easily available, and 26% found it not available at sometimes.
R. E. SOCIETYS GOGATE JOGALEKAR COLLEGE RATNAGIRI.
STUDY OF TATA DOCOMO Q16.) How would you rate international roaming facility on GSM mobile connection?
ANSWER
NO.OF RESPONDENTS
PERCENTAGE % 7.5 22 25
a b c
15 44 50
Bad
56
28
Worst
35
17.5
30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% Excellents Good 7.50% 22%
25%
28% 17.50%
Average Respondents
Bad
Worst
Interpretation
Majority of people find international roaming facility is not satisfactory.22% find its good 28% find its not satisfactory.
Respondents
27%
5% 68%
Respondents
Yes No
8%
92%
STUDY OF TATA DOCOMO Q.19) Opinion regarding tariff plan offered by TATA DOCOMO.
Excellent 77%
Respondents
Stongly Satisfied Satisfied Dissatisfied Strongly Dissatisfied
8%
5%
27% 60%
Respondents
Yes No
10%
90%
Respondents
Excellents Good Average
27% 43%
30%
Respondents
Yes No
25%
75%
FINDINGS
It is found that TATA Teleservices is the first company to launch prepaid 1 pec. p/sec. services in the country. The call rates are found to be at par with the other competitors. The availability of the recharge voucher was found good. But some time it is not available. Most of the respondents found the customer care service is not satisfactory. Nearly all the respondents told that Quick Problem Solving is desirable quality in the customer care Executives. The queries and problem of the customer were solved but not immediately, there is a scope for improvement. More stress was given on customer acquisition then satisfying the Existing customers. While conducting a survey it was found that still many people are not aware of the term GSM and CDMA even they basic difference between them. The voice clarity of GSM is better than CDMA. When CDMA phones are near any digital or magnetic instrument the poor crack due to interference and also cross connection problems are faced by some of the users. GSM users are satisfied with good coverage strength anywhere.
STUDY OF TATA DOCOMO Many people who are interested in internet connectivity and data transfer services get attracted to GSM. As internet connectivity and data transfer is cheaper with GSM. It is found that international roaming facility is not so good as it should be. Supplementary facilities like call wait call forward, call hold, call divert, call conference is satisfied the users.
Recommendations
The availability of recharge voucher should be made available when required by the customers. As this give the good impression about the company. The network coverage is another asset for the companys image, which needs to be preserved in future. The overall image of the customer care services was found to be good but with some loopholes related to delays in problem solving. The company should be more prompt in handling the queries and problem of the customer, which is vary essential for the prepaid card so as to retain the customers with the company in future. The customer care executives should be more efficient in handling the customer and also more friendly and polite their conversation, while dealing with the customer. After sales service is required to be maintained properly, which is not up to the mark Call rates is affordable so it should be maintained at this level.
STUDY OF TATA DOCOMO Many people are using mobile, but majority of them are not aware of the technology they are using. Many tines it happens that a person doesnt know which technology satisfied his need. Hence awareness should be created among them regarding advantages and differences in the technology. Supplementary facilities like call wait, call forward, call hold, call divert, call conference should be made more effective to attract customers.
CONCLUSION
After analysis and interpretation of the data it can be concluded that Tata Docomo is providing a broad range of various schemes ranging from international calling to hello tunes. This is the critical factor to attract various customers. Wide range of schemes is also leading to increase in number of customers with rapid pace for Tata Docomo. Tariff charges introduced by the Tata Docomo are found to be cheaper than other services. Tata Docomo has emerged as a giant killer due to their tariff plans and heading towards the position of dominator. Tata Docomo is providing some unique features and services like pay per second, SMS per character, pay per site plans that are making them being different from their competitors. Awareness of the Tata Docomo is spreading widely among people due to their promotional activities. Buyers are now insisting for cheaper plans or threatening to opt out. Majority of the customers are satisfied with the services of the Tata Docomo and they are not ready to switch on to other service providers.
ANNEXURE
Questionnaire Personal details: Name: Address: Occupation: Gender: Male ( ) Female ( )
Q.2) Does it really matter whether you go for GSM or CDMA? a) Yes b) No
Q.3) How would you rate the voice quality of your GSM mobile connection? a) Excellent c) Average e) Worst b) Good d) Bad
STUDY OF TATA DOCOMO Q.4) How would you rate network coverage strength on GSM mobile connection? a) Excellent c) Average e) Worst b) Good d) Bad
Q.5) How would you rate supplementary facilities like call wait, call hold, call forward, call divert, call conference on GSM mobile connection? a) Excellent c) Average e) Worst b) Good d) Bad
Q.6) How would you rate internet connectivity and data transfer service on GSM? a) Excellent c) Average e) Worst b) Good d) Bad
STUDY OF TATA DOCOMO Q.7) How would you rate security and confidentiality regarding call theft on GSM mobile connection? a) Excellent c) Average e) Worst Q.8) How would you rate dual personal and business number facility on GSM mobile connection? a) Excellent c) Average e) Worst Q.9) How would you rate tariff rate of your Tata Docomo prepaid connection? a) Excellent c) Average e) Worst b) Good d) Bad b) Good d) Bad b) Good d) Bad
STUDY OF TATA DOCOMO Q.10) How would you rate STD tariff plans of Tata Docomo communication? a) Excellent c) Average e) Worst Q.11) How would you rate the customer care service of Tata Docomo mobile connection? a) Excellent c) Average e) Worst Q.12) According to you what is the biggest strength of GSM mobile? a) Voice clarity b) Cheaper internet facilities with less expensive handsets c) Cheaper handsets with more features. d) Less chances of handset theft. b) Good d) Bad b) Good d) Bad
STUDY OF TATA DOCOMO Q.13) According to you what is the biggest weakness of GSM mobile? a)Less flexibility of changing service provider. b)International roaming very limited. Q.14) Based on your experience with GSM technology are you likely to recommend GSM technology to your friends and relatives who may be planning to purchase a new mobile? a) Yes b) No c) Cant say
Q.15) Is Tata Docomo prepaid voucher easily available at retailer outlet? a) Yes b) No c) Sometimes not available Q.16) How would you rate international roaming facility on GSM mobile connection? a) Excellent c) Average e) Worst b) Good d) Bad
STUDY OF TATA DOCOMO Q.17) Introduction about Tata Docomo is through a)Family b)Friends c)Media
Q.19) Opinion regarding tariff plan offer by TATA DOCOMO. a) Average b) Good c) Excellent Q.20) Opinion towards paisa/second pulse a) Satisfied c) Dissatisfied b) Strongly d) strongly dissatisfied