MRP REPORT

Name: RITIKA DUA

Enrollment No: 0901201915
Email Id: ritikadua@ymail.com
Phone no: 09620369891
 PROJECT PROPOSED
A Critical Analysis on the Competitive Position of Tata-Indicom & Impact of Brand Tata-Indicom .

DESCRIPTION OF THE PROJECT

The study aims at critically analyzing the competitive position of Tata Indicom in prepaid segment in Bangalore.
It compared the service offerings of Tata Indicom with the competitors. The study also explored the
perspective of customers and retailers about the brand Tata Indicom.

Tata Indicom has emerged as the fastest growing wireless operator as per the latest data published by TRAI for
the year ending March 2009. The wireless services operator registered a remarkable increase in its market
share from 3.53 per cent in March '04 to 9.7 per cent by March '07. On the other hand, almost all the other
players registered a decline in their market share in the same period. Tata Teleservices has crossed the
milestone of 19 million subscribers. Since establishing a pan-India presence in March 2005, Tata Teleservices
has registered a CAGR of 112 per cent, the highest in the Industry. Tata Indicom added close to 7.6 million
subscribers in the last fiscal, resulting in a year-on-year increase of 86 per cent in its total subscriber base,
again highest in the industry.

A total of 100 retailers will be interviewed in Bangalore region and perception of Tata Indicom customers and
non- Tata Indicom customers will be studied using a sample size of 50 each. The interview with the
respondents gave insights into the brand perception and service effectiveness.

Objectives of the project

Primary Objectives:

� Understand competitive position of Tata-Indicom in the pre-paid segment in Bangalore & nearby region.

� Identify priority areas of improvement ahead in Brand Tata-Indicom

Secondary Objectives:

� A comparative study of the offerings of various service providers in Bangalore region.

� An understanding of the distribution channel of Tata-Indicom .

� Audit of the distributors and interviews of retailers to understand the on-ground performance as against
projected growth.

Methodology:
MARKETING RESEARCH

RESEARCH DESIGN
· Exploratory & Descriptive Experimental research
The research is primarily both exploratory as well as descriptive in nature. The sources of information are both
primary & secondary. A well-structured questionnaire is prepared. to collect the customer’s perception and
buying behavior through this questionnaire.
The study conducted will be a conclusive descriptive statistical study; I will come to the decision
which will be precise and rational. The study is conclusive because after doing the study the researcher will
comes to a conclusion regarding the position of the brand and key areas of improvement in the market.
Thus, this, conclusive descriptive statistical study is the best study for this purpose as it provides the necessary
information which is utilize to arrive at a concrete decision.
methodology::
Sampling methodology
Sampling Technique:
Convenience Sampling

Sampling unit :
a. Customers: Any person currently subscribed to any cellular Prepaid services residing in Bangalore.

b. Retailers: Any person currently undertaking activations of new SIMs or involved in sale of Recharge
coupons for any Service providers operating in the geographical area Bangalore region.

c. Distributor: Any person or organization currently on the rolls of Tata Tele services Ltd as an authorized
distributor for any area in Bangalore.

Sample size:
Customers and retailers of around 100

RESEARCH FLOW
Project schedule:
9th Aug,2010…………………………..Project Proposal

6th-10th Dec,2010…………………..Project interim report

7th-11th March,2011………………Project final report

Limitations of the study

• The study is limited to geographic area of Bangalore.

• The sample size is too small to map finer trends on the topic.
 • Time constraint on the part of respondents leading to random responses in multiple choice questions
and incomplete answers.

References
Books
Books:

Philip Kotler(Marketing Management)

Naresh Malhotra( Marketing Research)

Services marketing by Christopher lovelock

Web Resources:

www.tataindicome.com
www.tataindicome.com

www.vvodafone.in
www.

www.rncos.com

Faculty guide: Ashish Dashs