Summer Project 2010

A STUDY ON
THE BEHAVIOUR OF TELECOM RETAILERS THAT DEAL WITH TATA

INDICOM IN NAGAON TOWN
A SUMMER INTERNSHIP PROJECT FOR PARTIAL FULFILLMENT

OF THE REQUIREMENTS OF
MASTER OF BUSINESS ADMINISTRATION-6th SEMISTER
2008-2010
Academin Guide Organational Guide
Professor Mrinmoy Sarma Mr. Durgesh Sukla

Dept. of Business Administration, Channel Manager,
Tezpur University,. Tata Telesevices,
Sonitpur, Assam Assam Circle
SUBMITTED BY,
Mr. Rudra Sharma
Roll NO. BPT08016
Partial knowledge is an important suffix to theoretical knowledge; one can not merely rely
upon the theoretical knowledge. Classroom makes the fundamental concepts clear, but
practical study in a industry has significant role to play in a subject of business management
to develop managerial skills, it is necessary that they combine their classroom learning with
the knowledge of real business environment .
I am extremely happy to present this research report before the esteemed teachers/
management entitled STUDY THE BEHAVIOUR OF TELECOM RETAILERS THAT
DEAL WITH TATA INDICOM IN NAGAON TOWN
It has not only helped me to enhance my knowledge about retail sector and responsibilities
towards retailer’s welfare but also gave new dimension to knowledge about psychology and
attitude of retailers towards the companies excusive retail units.
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“One who is learning to walk seeks assurance in the several hands that are there to hold
him against faltering and several voices that cheer him on. I have drawn this analogy to
script my gratitude towards several people who have facilitated my summer internship.”
Firstly I would like to express my deepest sense of gratitude and sincere thanks to Mr.
Sourav Gogoi ( Prepaid Head-Assam, TTSL) and Mr. Saugat Kashyap (Zonal Manager,
TTSL) for giving me a golden opportunity to do my summer training at Tata Indicom
TATA TELESERVICES LTD. (TTSL). I am highly indebted to my organizational guide
Mr. Durgesh Shukla (Channel Manager, TTSL) for helping & supporting me in the entire
project work. I am also highly indebted to the whole staff of TTSL, Nagaon for their
continuous support, guidance and encouragement. I would also like to express my special
gratitude towards Prof. Mrinmoy Sarma, Dept. of Business Administration, Tezpur
University. Whose guidance helped lay the foundation of this project.
Rudra Sharma
2
Tata Teleservices Limited (TTSL) is a part of the Tata Group of Companies, an Indian
Conglomerate. It runs under the brand name Tata Indicom. My summer training in Tata
Indicom has provided me the knowledge about the attitude of retailers towards a particular
operator and help me to know their preference and behaviour towards a particular operator’s
product and services and their level of satisfaction while dealing with those.
Title of the Project:
STUDY THE BEHAVIOUR OF TELECOM RETAILER THAT DEAL WITH TATA
INDICOM IN NAGAON TOWN
Project Objectives:
 To ascertain the attributes that influences the retailer’s choice of a telecom product.
 Identify and analyze retailer’s needs and problems.
 Level of satisfaction of Tata Indicom retailer.
Area of study and duration:

This study covers at Nagaon town and its nearby area. The duration of the project study was
two months (June 1st – July 31st 2010).
Methodology:
Secondary Data:- Collection of secondary data through internet and materials provided by
the organization.
Primary Data: -Primary data were collected from the respondents through the distribution
of questionnaire.
Major Findings:
1) Tata Indicom priced its handsets in such a way that a person from a very low income
group can also afford to buy.
2) Retailers are satisfied by the frequent visit by FOS.
3) Qualities of low range handsets are poor.
3
4) Most of the retailers preferred Tata Indicom due to the attractive profit margin
offered by the company in handsets, walky, internet devices and in connections.
5) After sale service of handsets, walky and internet devices, Tata Indicom is lagging
far behind than its competitors.
6) Sales promotional measures of Tata Indicom are not adequate.
7) Tata Indicom products are difficult to sell.
8) Retailers are dissatisfied due to unavailability of network in rural areas.
BRBU - Branded Retail Business Unit.

CDMA - Code Division Multiple Access.
CMBU – Consumer Market Business Unit.
EBS - Enterprise Business Unit
F - Frequency.
FOS - Field Officer Sales.
GSM - Global System for Mobile Communications
HNI - High Network Individuals
REL - Reliance Telecom
SMS - Short messaging Service
VODA – Vodafone
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Page No.
Preface I
Acknowledgement II
Executive Summary III
Glossary IV
Chapter I
1. Company profile 1- 3
Chapter II
2.1. Tata Indicom– Products & Services 4 -7
2.2. Brand and Distribution 7-8
2.3. SWOT ANALYSIS 8-9
Chapter III
3.1. Research Objective 10
3.2. Scope of the study 10
3.3. Limitation of the study 11
Chapter IV
4.1. Research Methodology 12
Chapter V
5.1. Sample retailer profile 13
5.2.Data Analysis and Interpretation 13-33
Chapter VI
5
6.1. Findings 34-35
6.2. Conclusion and Recommendation 36-37
Bibliography
Annexure
CHAPTER I
1. COMPANY PROFILE
Sources (www.tata.com. 2010)
The Tata Group is one of India’s oldest, largest and most respected business houses. The
Tata Group is a multinational conglomerate based in Mumbai, India. In terms of market
capitalization and revenues, Tata Group is the largest private company in India. It has
business in Steel, Automobiles, Information Technology, Communication, Power, Tea and
Hotels. The group of company has operations in more than 80 countries across six
continents, and export products and services to 85 countries around the world.
The net revenue of Tata companies, was around Rs319,534 crore in 2009-10, with 57 per
cent of this getting from business outside India. Tata companies employ around 395,000
people nationally and internationally. The name of Tata has got its position in India for 140
years for its adherence to strong values and business ethics.
Each of the Tata company has its own board of directors and shareholders, to whom it is
answerable. There are 28 publicly listed Tata enterprises and they have a combined market
capitalisation of about $98.22 billion (as on October 14, 2010), and a shareholder base of 3.4
6
million. The major Tata companies are Tata Steel, Tata Motors, Tata Consultancy Services
(TCS), Tata Power, Tata Chemicals, Tata Tea, Indian Hotels and Tata Communications.
Tata Steel became the sixth largest steel maker in the world after it acquired Corus, later
renamed Tata Steel Europe. Tata Motors is among the top five commercial vehicle
manufacturers in the world and has recently acquired Jaguar and Land Rover. TCS is a
leading global software company, with delivery centres in the US, UK, Hungary, Brazil,
Uruguay and China, besides India. Tata Tea is the second largest branded tea company in
the world, through its UK-based subsidiary Tetley. Tata Chemicals is the world’s second
largest manufacturer of soda ash and Tata Communications is one of the world’s largest
wholesale voice carriers.
The Tata brand is also gaining international recognition. Brand Finance, a UK-based
consultancy firm, recently valued the Tata brand at $9.92 billion and ranked it 51st among
the world's Top 100 brands. BusinessWeek magazine ranked Tata 13th among the '25 Most
Innovative Companies' list and the Reputation Institute, USA, recently rated it 11th on its
list of world's most reputable companies.
Founded by Jamsetji Tata in 1868, Tata’s early years were inspired by the spirit of
nationalism. It pioneered several industries of national importance in India: steel, power,
hospitality and airlines. In more recent times, its pioneering spirit has been showcased by
companies such as TCS, India’s first software company, and Tata Motors, which made
India’s first indigenously developed car, the Indica, in 1998 and recently unveiled the
world’s lowest-cost car, the Tata Nano.
Tata companies have always believed in returning wealth to the society they serve. Two-
thirds of the equity of Tata Sons, the Tata promoter company, is held by philanthropic trusts
that have created national institutions for science and technology, medical research, social
studies and the performing arts. The trusts also provide aid and assistance to non-
government organisations working in the areas of education, healthcare and livelihoods.
Tata companies also extend social welfare activities to communities around their industrial
units. The combined development-related expenditure of the trusts and the companies
amounts to around 4 per cent of the net profits of all the Tata companies taken together.
7
Going forward, Tata is focusing on new technologies and innovation to drive its business in
India and internationally. The Nano car is one example, as is the Eka supercomputer
(developed by another Tata company), which in 2008 was ranked the world’s fourth fastest.
Anchored in India and wedded to traditional values and strong ethics, Tata companies are
building multinational businesses that will achieve growth through excellence and
innovation, while balancing the interests of shareholders, employees and civil society.
TATA TELESERVICES LTD. Sources (www.tatateleservices.com. 2010)
Tata Teleservices Limited spearheads the Tata Group’s presence in the telecom sector. The
Tata Group had revenues of around USD 70.8 billion in Financial Year 2008-09, and
includes over 90 companies, over 363,039 employees worldwide and more than 3.5 million
shareholders.
Starting with the major acquisition of Hughes Tele.com (India) Limited [now renamed Tata
Teleservices (Maharashtra) Limited] in December 2002 the company swung into an
expansion mode. With the total Investment of Rs 19,924 Crore, Tata Teleservices has
created a Pan India presence spread across 22 circles that includes Andhra Pradesh, Gujarat,
Karnataka, Delhi, Maharashtra, Mumbai, Tamil Nadir, Orissa, Bihar, Rajasthan, Punjab,
Haryana, Himachal Pradesh, Uttar Pradesh (E), Uttar Pradesh (W), Kerala, Madhya Pradesh
,West Bengal and North- East.
Having pioneered the CDMA 1X technology platform in India, Tata Teleservices has
established a robust and reliable 3G ready telecom infrastructure that ensures quality in its
services. It has partnered with Motorola, Ericsson, Lucent and ECI Telecom for the
deployment of a reliable, technologically advanced network.
It launched mobile operations in January 2005 under the brand name Tata Indicom and
today enjoys a pan-India presence through existing operations in all of India’s 22 telecom
Circles. The company is also the market leader in the fixed wireless telephony market. The
company’s network has been rated as the ‘Least Congested’ in India for five consecutive
quarters by the Telecom Regulatory Authority of India through independent surveys.
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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 Group’s
strategic alliance with Japanese telecom major NTT DOCOMO in November 2008. TATA
DOCOMO has received a pan-India license to operate GSM telecom services—and has also
been allotted spectrum in 18 telecom Circles. The company has rolled out GSM services in
17 of India’s 22 telecom Circles in the quick span of less than a year. The company plans to
launch pan-India operations by the end of FY 2010-11.
Tokyo-based NTT DOCOMO is one of the world’s leading mobile operators—in the
Japanese market, the company is the clear market leader, used by over 50 per cent of the
country’s mobile phone users.
Tata Teleservices operates under five different brands— Tata Indicom (CDMA services),
Tata DOCOMO (GSM services), Virgin Mobile, Tata Walky (which is the brand for
fixed wireless phones), Tata Photon (the company’s brand that provides a variety of
options for wireless mobile broadband access) and T24. TTSL recently entered into a
strategic partnership agreement with Indian retail giant Future Group to offer mobile
telephony services under a new brand name—T24—on the GSM platform. The exciting new
brand was unveiled in February and it has commenced the GSM operations under the brand
name T24 in Andhra Pradesh and will roll out services in other circles shortly.
Today, Tata Teleservices Ltd, along with Tata Teleservices (Maharashtra) Ltd, serves nearly
70 million customers in more than 450,000 towns and villages across the country, with a
bouquet of telephony services encompassing Mobile Services, Wireless Desktop Phones,
Public Booth Telephony and Wireline Services.
In December 2008, Tata Teleservices announced a unique reverse equity swap strategic
agreement between its telecom tower subsidiary, Wireless TT Info-Services Limited, and
Quippo Telecom Infrastructure Limited—with the combined entity kicking off operations
with 18,000 towers, thereby becoming the largest independent entity in this space—and with
the highest tenancy ratios in the industry. Today, the combined entity has a portfolio of
nearly 35,000 towers.
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TTSL’s bouquet of telephony services includes mobile services, wireless desktop phones,
public booth telephony, wireline services and enterprise solutions.
Over the last few months, Tata Teleservices’ industry-best and innovative offerings have
gained industry-wide recognition and the Year 2010 saw TTSL add many notable accolades
to its name. TTSL was named The Best Emerging Markets Carrier by Telecom Asia, and
received 8 awards at the World HRD Conference, including 5th Best Employer in India. The
company also received 3 awards at the Telecom Operator Awards 2010 from Tele.net; Best
Company, CEO of the Year and Best Quality of Service, and Business Standard award for
‘Most Innovative Brand of the Year’.
CHAPTER II
2.1 TATA INDICOM - Products & Services

Sources (www.tatainicom.com)
The product and services of TTSL in India may be primarily divided into following
categories:
 VOICE
 MESSAGING
 DATA
 FIXED LINE
 HANDSET
 DIAL UP INTERNET
 MOBILE INTERNET
 WIRELESS PHONES
Now these services can again be categorized into two segments on the basis of realization of
the price from the customer.
• PREPAID
• POSTPAID
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In Assam under the brand of TATA INDICOM has however not launched its all the service
as it started its operation couple of years back.. However the following services are available
for consumers in Assam.
 VOICE
 MESSAGING
 DATA
 HANDSET
 MOBILE INTERNET
 WIRELESS PHONES
.Mobile internet:- TATA Indicom offers world-class internet service through the CDMA
network.. Just connect TATA Indicom Data Card or Photon devices to PC or Laptop & get
started. TATA Indicom Internet through mobile service offers world-class standards for
wireless Internet access. The benefits are:
High speed Internet access.
No need to buy an external modem since your existing TATA Indicom mobile phone has
one. User can receive and make voice calls when no active data transfer takes place.
Wireless internet it is used with a USB modem, so we can use where ever we go. It provides
high speed connection and free downloading.
Prepaid mobile: In Prepaid service we make an advance payment for the usage i.e. to make
calls and use data services. There are no deposits to be made for STD/ISD. These features
are pre-activated. Also, need not wait for a bill to be generated to know the usage & then
pay accordingly. Features are
Free SMS, Roaming in over 2400 cities, STD & ISD Facility.
Post-paid mobile: In Post-paid service, the company itself generate the monthly bill to the
customers. TATA Indicom post-paid mobile phone STD call charges are amongst the lowest
in India for distances over 500 km with absolutely no additional-airtime charges Most
importantly, TATA Indicom post-paid mobile phone offers superior voice clarity,
congestion-free networks, high speed data access, and coverage in over 1000 cities.
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Mobile handset: TATA Indicom has the widest range of CDMA Handsets to choose from a
range of the top CDMA mobile handsets from Samsung, Huawei and Haier with low price.
Features of Walky Fixed Wireless Phones:
Get Missed Call details
Send and receive SMS
Store family and friends numbers in the in-built phone book
Get Receiver Off-hook Alarm
Receive calls when receiver off-hook (after the alarm period)
Avail Hotline with timer facility
Select from 10 in-built ring tones
Get alerts for unread messages
Talk more with 2 hours talk time & 24 hours standby time
Set Alarm and Reminder Alerts
Speed dial from Phone Book
Track calls with the Call Log Register
Dial frequently called numbers from memory and save time
Make an emergency call, even if your phone is disconnected
Install the phone without disfiguring your walls
Control cost with per minute alerts
Speaker Phone
Walky Wireless Service
Savings on monthly bills by paying just landline rates
Roam at home
Retain your number even when you change home or office
Get a quick connection
Save using Group Call across wireline, mobile and wireless phones
Enjoy voice based Infotainment services*
Avoid suffering dead phones or irritating linesmen
Book a connection from the comfort of your home
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TATA Indicom Phone Connections Advantage
Superior voice clarity
Instant and hassle -free connections
Accurate billing
Secure and tamper - proof lines
Responsive and friendly service
TATA indicom have more than 1000 retail outlets in a district
TATA have their own retail business unit located at all cities. These are: -
HNI
BRBU
EBS
CMBU
HNI ( High network individuals) HNI network is used for selling only post-paid products of
TATA Indicom like data cards, walky talky, mobile phones. It provides after sales service
also.
EBS (Enterprise Business Service) The Enterprise Business Service function drives business
growth & customer centricity by providing telecom related solutions to Corporate Entities.
The EBS function also undertakes customer relationship management and retention along
with revenue enhancement and channel management.
BRBU (Branded Retail Business Unit)
The Branded Retail Business Unit looks after the retail chain of the TATA Indicom
Exclusive stores. Branded retail has a national presence with over 3100 outlets comprising
of 600 TTSL (Company) owned stores and more than 2500 stores in the Franchisee
format Branded Retail outlets have become the touch points for its customers in more than
top 1000 towns in India.
CMBU (Consumer Market Business Unit)
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The Consumer Market Business Unit (CMBU) deals with the large and dynamic pre-paid
segment of the telecom sector. CMBU has always offered to its customers with innovative
offers like Non Stop Mobile (Lifetime Validity) attractive bundled packages (handsets +
connections), cheapest tariff plans, etc.
TATA Indicom has many promotional programs like
Television advertisement
Calls free with special recharge offer
Free downloading for internet facility
Handset Upgrade program for all the individual post paid customers etc…
TATA Indicom products have different pricing strategies. There are two types of pricing
strategies. They are market skimming and market penetration. Skimming means fixing at
high price and selling to those customers who are less price sensitive. Penetration means
fixing at low price initially. TATA Indicom follows their product by fixing the price at
high.ie; market skimming. The price includes the hand set and connection charge.
2.2 BRAND AND DISTRIBUTION
Tata Indicom’s products and services are available directly, via True Value Shop of Tata
Indicom and indirectly via third party service providers, independent dealers, distributors
and Retailers, to both consumer and business customers in the majority of markets under the
Tata Indicom brand.
TATA INDICOM
PRIMARY SALES
DISTRIBUTOR
SECONDARY SALES
RETAILER
TERTIARY SALES
CONSUMER
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Source: Tata Teleservice
DISTRIBUTION AND CHANNEL OF SALES AT TATA INDICOM
The distribution Model comprises basically comprises of three entities-
1. A distributor who is given a territory to service.
2. A Distributor FOS (“Feet on Street” on payroll of the distributor) who is appointed by the
distributor to service a particular area of his overall territory.
3. A Retailer who is an entity who purchases stock from the distributors. Through the FOS
of his area) and sells it to the end consumer.
2.3 SWOT ANALYSIS
An informal strength, weakness, opportunities and threat analysis is done with the input
received from the oragnisation. The salient features are shown below.
Strengths:
The company’s name, TATA, is the biggest strength and support behind the plan and it
helps in establishing the faith of the customer as well as retailer.
* Availability of product to customer in more faster then other competitor. (Hand to hand).
* The package offered is very attractive.
* Low initial investment.
* Low local call rates.
* Low denomination prepaid vouchers available.
* No monthly rental.
* No worthwhile competitor. B.S.N.L. is the main competitors but monthly rental is a big
weak point for them.
* The market hitting is very efficient as the dealer is using persona; sale technique by using
local salesmen and providing services door to door.
Weaknesses:
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* The sales team is not properly trained and not properly paid. As the result the false plan
descriptions are spread to the customer and the sales team is not showing commitment
towards the dealer and the customer.
* There is no identity proof issued from the company’s side to the salesman, so the people
are not showing faith towards them.
* The phone system is battery operated and the backup is very small.
* Salesmen in procuring stock and CAF waste Lot of time.
* Changes in the plan are not timely conveyed to the salesmen.
* The distributor is not showing his commitment towards the company.
* The distributor is not very much interested in providing after sale service to customer.
Opportunities
* By providing on time and best service to the customer, the company can gain customer
loyalty and customer satisfaction.
* The well-trained and motivated salesmen can prove an asset to the company and can
increase sales volume and customer satisfaction.
* If the length of cable provided with magnetic antenna is increased, demand for PPA will
be reduced.
* If higher denomination vouchers are introduced revenue will increase.
Threats
* The poor service satisfaction is the biggest threat to the company. If the customer will not
get on time service they will definitely switch to the other phone system and sales will fall
down.
* The rumours are also the major threat to the business. Being illiterate, rumours affect the
rural customers the most and the company’s image gets affected.
* The weak marketing activity is also the threat to the image. The customer is not getting
proper information about the plan and the dealer and the salesman are fooling them.
* The rainy season is also the threat to the sales volume because it becomes difficult to reach
the prospective customer.
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* The stock supply and the voucher availability are very poor so it affects the customer’s
faith and satisfaction.
* Changes in the plan are not timely conveyed to the salesmen.
* The dealer doesn’t give due attention to the important identity proof of the customer
submitted to him and also in some cases it get misplaced. It is also the threat as it makes the
customer to suffer.
Technical Complaints:
* Battery discharges in short span of time.
* Calls are charged at the higher rates than mentioned in plan.
* Receivers are defective in majority of instruments.
CHAPTER III
3.1 RESEARCH OBJECTIVE
It has been observed that the retailers of the company have not been taken keen interest in
the products, which ultimately might affect the sales of Tata Indicom products.
Therefore, a need was felt to study the retailers’ behaviour as to choice of products vis-à-vis
their need and satisfaction level.
The purpose of research is to discover answers to question through the application of
scientific procedure. The main aim of research is to find out the truth which is hidden and
which has not been discovered as yet and to understand the behaviour of the retailers that
deals in the products of TATA INDICOM in Nagaon and further capture their satisfaction
level that is influenced by various technical and non technical factors. Thus the following
research objectives are taken up for this study.
1 To ascertain the attributes those influence the retailer’s choice of Tata Indicom
product.
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2. Identify and analyze retailers’ needs and problems
3. Level of satisfaction of Tata Indicom retailer.
4. To offer suggestions to improve the services of Tata Indicom.
The present study is done in Nagaon and it is decided to consider all leading mobile
operators like AIRTEL, AIRCEL, RELIANCE, TATA-INDICOM, IDEA, VODAFONE
and BSNL for the survey. For handset, there are more than 10 Brands of Mobile phones
available in the market. Within each brand there are various models, each with different
attributes and functions. This research will open the doors of retailer’s behaviour towards
walky, internet devices and handset.
3.2 SCOPE OF THE STUDY
 The study gives the information about the telecom market.
 This will helps to identify the retailer’s preferences and their complaints towards the
company.
 The study will helps to the company for identifying the retailer’s needs and wants.
3.3 Limitations of the study
Lack of Universal application: - since the study had been conducted only in a selected
region and only in telecom retailers, the applicability of the study in different region and
consumer products are restricted.
Probability based study: - Study is being done with the aid of judgement sampling. Hence
the entire retailers had not been considered for their feedback and the inference drawn on the
basis of selected sampling.
Business of the respondents: - Some respondents were busy with their schedule and hesitate
to cooperate with the researcher and because of their busy business hours; they had
completed the questionnaire quickly which may yield some inherent errors.
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CHAPTER IV
4.1 RESEARCH METHODOLOGY
DATA COLLECTION
Primary Data: -Data collected by conducting new research called primary data. Primary
data were collected from the respondents through the distribution of questionnaire gave us
detail understanding regarding the preference, choice, need, problems and complaints of
retailers. The questionnaire consists of 8 closed questions where the respondents mentioned
their response in numerical form.
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Secondary Data:- Already existing data are called secondary data. I collected them by
following method.
· Internet.
· Materials provided by Organization.
The secondary data study gave us insights on understanding the behaviour of retailers and
various concepts on the sale of pre-paid products and handset models.
AREA OF THE STUDY:
This study covers Nagaon town and its nearby area. The duration of the project study was
two months (June 1st – July 31st 2010).
SAMPLE SIZE:
The number of retailers in Nagaon town that deal with Tata Indicom product is
approximately 120 and out of which only 83 retailers are working actively. Initially I wanted
to take responses from all 85 active retailers to avoid any sampling error. However, it was
found that only 50 retailers were cooperative, and hence I could gather data from only these
50 retailers.
A list of 50 retailers is given in appendix 5.
DATA COLLECTION INSTRUMENT:
Data are collected through distribution of questionnaire to the retailers. Each

questionnaire consists of 8 closed questions. Retailers are asked to put their responses
against each question which are based on numerical scale of 1-5 that measures needs,
choices, problems and satisfaction level.
Apart from that retailers were asked to voice their problems, needs, and wants. The
findings are mentioned in chapter 6.
CHAPTER V
5.1 Sample Retailer Profile
Profile of Retailers
Male Female Total
20
Age group Married unmarried Married unmarried
Below 25 1 6 0 0 7
25 – 35 5 22 3 0 30
Above 35 7 4 2 0 13
Total 50
Majority of the respondents who participated in the survey are unmarried and between 25 to
35 age category. The conducted study had ensured maximum participation of males.
5.2. DATA ANALYSIS & INTERPRETATION
5.2 (A) Sales representative frequency of visits to a retailer in a week.
Mean of frequency of visit by FOS
Airtel Aircel BSNL REL Vodafone Idea Tata Indicom
N Valid 49 49 49 49 49 49 50
Missing 1 1 1 1 1 1 0
Mean 3.59 3.14 1.90 3.04 3.59 2.94 4.20
Mean of Frequency Of Visit

5
4.2
3.59
3.59
3.14
4
3.04
2.94
3
1.9
Mean
2
1
0
Airtel AircelBSNL REL Voda Idea Tata
Indicom
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Percentage of satisfaction level among different brands
Airtel Aircel BSNL REL Voda Idea Tata

Indicom
f % f % f % f % f % f % f %
Highly dissatisfied 2 4 5 10 23 46 6 12 1 2 5 10 1 2
Moderately
dissatisfied 4 8 5 10 11 22 11 22 11 22 19 38 6 12
Neither satisfied
nor dissatisfied 12 24 19 38 12 24 16 32 10 20 4 8 4 8
Moderately
satisfied 25 50 18 36 3 6 7 14 12 24 16 32 10 20
Highly satisfied 6 12 2 4 0 0 9 18 15 30 5 10 29 58
f = Frequency
FREQUENCY OF VISIT
highly dissatisfied moderately dissatisfied
neither satisfied nor dissatisfied moderately satisfied
highly satisfied
60
50
40
% 30
20
10
0
Indicom
PLAYERS
Frequency of visit by FOS .
Interpretation
From the above data we can analyze that the mean is highest incase of Tata Indicom having
4.20 followed by Vodafone and Airtel with 3.59 each. From a retailer’s point of view, it is
always expected that the sales person of a company i.e. (FOS & DSE) gives him a daily
visit. So from this analysis it can be clearly found out that retailer’s are highly satisfied with
Tata Indicom and Vodafone in terms of visit. So here Tata Indicom is ahead with a daily
visit with 58% to the retailers followed closely by Vodafone with 30.6%. However a retailer
most dissatisfied by the visit of sales representatives is with BSNL having 46.9% which is
followed by Reliance by 12%. So far as moderately satisfied is concerned both Airtel and
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Aircel are very far ahead than the rest of the service providers, having 51% and 36%
respectively. Thus, the sales persons who give less visit to the retailers are not preferred and
such retailers are not very satisfied working for the said companies.
5.2 (B) Which company has got the best pricing.
Mean of Best Pricing
N Valid 49 49 49 49 49 49 50
Missing 1 1 1 1 1 1 0
Mean 3.98 3.59 1.88 3.57 3.14 3.27 4.12
Mean of Best Pricing

3.98
4.12
4.5
3.59
3.57
4 3.14
3.27
3.5
3
1.88
2.5
Mean
2
1.5
1
0.5
0
Indicom

Indicom
f % f % f % f % f % f % f %
Moderately
dissatisfied 2 4 2 4 14 28 8 16 15 30 11 22 2 4
Neither satisfied
Moderately
satisfied 18 36 13 26 3 6 12 24 6 12 16 32 14 28
23
f = Frequency
BEST PRICING
50
40
30
%
20
10
0
Indicom

highly satisfied
Interpretation
From this analysis it can be gathered that in terms of pricing the clear verdict of retailers
goes to Tata Indicom with 44%. The other service provider are a no match to Tata Indicom
strong pricing strategies with Airtel having 36% , Reliance with 28%, Aircel with 20% and
BSNL having 0% of retailers verdict. The major reasons behind the fact as to why retailers
have voted for Tata Indicom as having the best pricing is that presently Tata Indicom is
having an edge over other operators because of its good offerings and customer schemes
with new connection like Pay per call Plan, Pay per second etc. Moreover the price of its
handsets and internet devices are comparatively low than the products of its competitors.
Some of its handsets like ZTE, are bundled with free talk time of 1000 mins, Whereas no
other operator is offering so much with new prepaid connection. Moreover the mean of Tata
Indicom is much higher than its competitors. This is the reason why most retailers said that
Tata Indicom product is worth the value and is appropriately priced. Price details are
mentioned in the annexure1,2,3.
5.2 (C) For retailers which company’s product is easy to sell.
Mean of Easy to Sell
24
N Valid 49 49 49 49 49 49 50
Missing 1 1 1 1 1 1 0
Mean 4.51 4.61 2.53 3.12 3.69 2.96 1.88
Mean of Easy to Sell
4.61
4.51
3.69
3.12
4
2.96
3 2.53
1.88
Mean
2
0
Indicom

Indicom
f % f % f % f % f % f % f %
Moderately
dissatisfied 1 2 0 0 18 36 5 10 3 6 11 22 5 10
Neither satisfied
Moderately
satisfied 9 18 13 26 7 14 7 14 15 30 11 22 5 10
25
EASY TO SALE
80
60
% 40
20
0
Indicom

highly satisfied
Interpretation
As per the data it can be seen that 66% retailers voted for Airtel and Aircel products which
are very easy to sell. Followed by Vodafone at 34%, whereas Reliance at 24%, Idea at 14%,
BSNL at 2% and Tata Indicom is only at 6%. So far as mean is concerned Aircel is leading
by 4.61 followed by Airtel 4.51. Now surprisingly in the earlier question retailer agreed that
the Tata Indicom has product worth its value, but even then most retailer are saying that
Tata Indicom products are difficult to sell.
After going through the close-ended questions, Aircel and Airtel seem to be winner and the
major reasons underlying such response can be found out to be are:-
 Good demand from customers
 Price supported by good network availability in the state
 Easy for retailers to convince customers
 Satisfied customers bring new customers
 No network congestion providing more customer satisfaction.
 Good relationship from the FOS.
Major reasons underlying why the products of Tata Indicom are difficult to sell are:-
 Requires CDMA supported handsets
 Low battery backup
26
 Non availability of network in the rural areas.
 Photon Plus internet devices need photon plus town to perform as per specification.
 Poor after sale service of handsets and internet devices.
5.2(D) Which company is offering the best profit margin to the retailers.
Mean of Best Profit Margin
N Valid 49 49 49 49 49 49 50
Missing 1 1 1 1 1 1 0
Mean 4.02 4.04 1.92 3.88 3.29 3.39 4.30
Mean of Best Profit Margin

4.04
4.3
4.02
3.88
4.5
4
3.29
3.39
3.5
3
1.92
2.5
Mean
2
1.5
1
0.5
0
Indicom

Indicom
f % f % f % f % f % f % f %
Moderately
dissatisfied 1 2 0 0 23 26 5 10 13 26 7 14 1 2
Neither satisfied
Moderately
satisfied 23 46 13 26 4 8 14 28 11 22 24 48 18 36
27
Highly satisfied
15 30 20 40 0 0 18 36 8 16 3 6 24 48
f = Frequency
BEST PROFIT MARGIN
50
40
30
%
20
10
0
Indicom

highly satisfied
Interpretation
From the analysis it can be inferred that regarding profit margin Tata Indicom is the clear
winner with 48% highly satisfied. Aircel coming in the second with 40%, Reliance at 36%,
Airtel at 30% and BSNL at 0%.The mean of Tata Indicom is 4.3 followed by Aircel 4.04,
Airtel 4.02 and least is of BSNL i.e. 1.92. The main reason for Tata Indicom becoming the
winner is that it gives Rs.5 per connection to the Retailer who sells it to the end customer for
Rs.49 plus extra margin for the handsets sold. Moreover this margin even increases when
retailer’s schemes goes on.
5.2(E) Which companies retailers schemes are better as compared to

other.
Mean of Best Scheme
28
N Valid 49 49 49 49 49 49 50
Missing 1 1 1 1 1 1 0
Mean 3.31 3.57 1.00 4.12 2.78 2.71 4.52
Mean of Best Scheme
4.52
5
4.12
3.57
3.31
2.78
2.71
3
Mean
2
1
0
Indicom

Indicom
f % f % f % f % f % f % f %
Highly
dissatisfied 0 0 0 0 49 98 0 0 0 0 0 0 0 0
Moderately
dissatisfied 2 4 0 0 0 0 0 0 14 28 15 30 0 0
Neither satisfied
Moderately
satisfied 15 30 20 40 0 0 25 50 3 6 1 2 12 24
f = Frequency
29
BEST SCHEME
100
80
60
%
40
20
0
Indicom

highly satisfied
Interpretation
Now if we analyze the two charts, we can find out that in terms of schemes Tata Indicom
tops the charts with 64% retailers are highly satisfied. Which is followed by Reliance,
Aircel, Airtel, Vodafone and Idea. So far as BSNL is concerned, retailers are highly
dissatisfied with 98%. The reason is that BSNL do not provide any sales schemes to the
retailers. If we look at the mean of best scheme we found that Tata Indicom ( 4.52 ) tops the
list followed by Reliance ( 4.12 ), Aircel (3.57 ), Airtel ( 3.31 ) , Vodafone ( 2.78 ) and Idea
( 2.71 ). On clearly analyzing the close-ended questions the reason for such findings are that
the schemes floated by Tata Indicom are better as compared to others, which are easier to
achieve and the company representative helps the retailers a lot in achieving retailers target
a lot.
Regarding schemes other company usually give away Easy-Recharge in place of gift, but
Tata Indicom give away gifts and cash most of the time which is liked by the retailers.
Vodafone sales person informs the retailers about the scheme in advance, which gives
retailers enough time to plan as to how to go for such schemes and achieve it.
5.2 (F) Which company’s service quality is better as compared to others.
30
N Valid 49 49 49 49 49 49 50
Missing 1 1 1 1 1 1 0
Mean 4.20 4.27 3.55 2.22 3.27 2.86 3.64

Mean of Service Quality
Mean of Service Quality

4 .2 7
4 .2
4.5
3 .5 5
3 .6 4
4
3 .2 7
3.5
2 .8 6
3
2 .2 2
2.5
Mean
2
1.5
1
0.5
0
Indicom

Indicom
f % f % f % f % f % f % f %
Moderately
dissatisfied 0 0 0 0 5 10 18 36 9 18 14 28 1 2
Neither satisfied
Moderately
satisfied 13 26 20 40 6 12 4 8 12 24 7 14 17 34
f = Frequency
31
BEST SERVICE QUALITY
60
50
40
% 30
20
10
0
Indicom

highly satisfied
Interpretation
Satisfaction and dissatisfaction of retailer regarding a particular service provider depend
upon the service quality of a particular telecom operator. Here we talk of service quality of a
particular service provider it basically comprises of five vital components or factors viz:-
• Companies fast responsiveness to a problem
• Company having helping attitude
• Company abiding by the time frame promised
• Company having empathetic look
• Company whose dealings are reliable
It is clearly visible that Aircel is the best in terms of service quality. Retailers are satisfied
being associated with the company and they also feel motivated to influence customers for
Aircel. Retailers satisfied being associated with - 46%
This is closely followed by Airtel, Tata Indicom. The mean is highest incase of Aircel i.e.
4.27 followed by Airtel ( 4.2 ), Tata Indicom ( 3.64 ), BSNL ( 3.55 ).
The major reasons behind as to why retailers voted Airtel in this parameter are-
• Less harassment to both retailer and customer
• Overall satisfaction to both retailer and customer
• Problem solving attitude of company people
32
• Fast service and processing
• More turnover for retailers
• Excellent distributor service
• Good network availability
• Less network congestion
5.2 (G) Company offering variety of products to retailers.
Mean of Variety of Products
N Valid 49 49 49 49 49 49 50
Missing 1 1 1 1 1 1 0
Mean 3.49 3.67 3.10 3.69 3.69 3.45 4.26
Mean of Variety of Products
4 .2 6
4.5
3 .6 7
3 .6 9
3 .6 9
3 .4 9
4
3 .4 5
3 .1
3.5
3
2.5
Mean
2
1.5
1
0.5
0
Indicom

Indicom
f % f % f % f % f % f % f %
Moderately
dissatisfied 9 18 4 8 11 22 7 14 7 14 7 14 0 0
Neither satisfied
Moderately 13 26 7 14 4 8 13 26 11 22 13 26 17 34
33
satisfied
f = Frequency
VARIETY OF PRODUCT OFFERING
50
40
30
%
20
10
0
Indicom

highly satisfied
Interpretation
From the survey it is found that the variety of product is most important to retailers so far as
their business is concerned. From the above data it is seen that the mean variety of product
is highest in case of Tata Indicom having 4.26 followed by Vodafone and Reliance with
3.69 each. From a retailer’s point of view, it is always expected that retailers wants variety
of products to satisfy all sort of market demand. So from the collected data it is clearly seen
that retailer’s are highly satisfied with Tata Indicom and Vodafone in terms of product
offering. Indicom is ahead with 46% followed closely by Vodafone with 40%.
5.2 (H) Which company’s promotional activities are best.
Mean of Best Promotional Activities
34
Statistics
N Valid 49 49 49 49 49 49 50
Missing 1 1 1 1 1 1 0
Mean 4.20 4.27 3.55 2.22 3.27 2.86 2.82
Mean of Best Promotion
4.27
4.2
4.5
3.55
4
3.27
3.5
2.82
2.86
3
2.22
2.5
Mean
2
1.5
1
0.5
0
Indicom

Indicom
f % f % f % f % f % f % f %
Highly
dissatisfied 0 0 0 0 0 0 12 24 0 0 0 0 I 2
Moderately
dissatisfied 0 0 0 0 5 10 18 36 9 18 14 28 21 42
Neither satisfied
Moderately
satisfied 13 26 20 40 6 12 4 8 12 24 7 14 8 16
Highly satisfied
23 46 21 42 13 26 0 0 5 10 0 0 3 6
f = Frequency
35
BEST PROMOTION
60
50
40
% 30
20
10
0
Indicom

highly satisfied
Interpretation
From the survey it is found that more than 40% of the respondents voted for Airtel and
Aircel in term of best promotional activities and the rest of the brands are lagging far
behind. The reason why Airtel seems to be clear winner, it has best promotional schemes.
Their involvement in demand generation activities like canopy campaign, umbrella
campaign, free distribution of gifts etc. is high as compared to its competitors. If we take a
look at the mean of best promotional activities of different brand we find that Aircel tops the
chart which is followed by Airtel, BSNL, Tata Indicom and Vodafone.
Comparison of mean among different brands

Indicom
Frequency of Visit 3.59 3.14 1.9 3.04 3.59 2.94 4.2
Best Pricing 3.98 3.59 1.88 3.57 3.14 3.27 4.12
Easy to Sale 4.51 4.61 2.53 3.12 3.69 2.96 1.88
Best Profit Margin 4.02 4.04 1.92 3.88 3.29 3.39 4.3
Best Scheme 3.31 3.57 1 4.12 2.78 2.71 4.52

Best Service
Quality 4.2 4.27 3.55 2.22 3.27 2.86 3.64
Variety of
Products 3.49 3.67 3.1 3.69 3.69 3.45 4.26
Best Promotion 4.2 4.27 3.55 2.22 3.27 2.86 2.82
36
Pictorial representation of the comparison of mean among different brands.
FRV
5
4
B PROMP BP
3 Airtel
2 Aircel
1 BSNL
VOP 0 E2S REL
Voda
Idea
Tata Indicom
BSQ BPM
BS
Interpretation
Now if we compare the means of the above mentioned variables among the mentioned
brands we can easily find out that Tata Indicom is preferred by most of the retailers.
From the retailers point of view to sell the products of Tata Indicom is one of the
most difficult tasks because for every new connection retailers need to sell a handset or an
internet device. So far as easy to sell is concerned Tata Indicom is least preferred by most of
the retailers with mean 1.88. Here Aircel dominated the other brands with mean 4.61.
Reverse is the case in the case of frequency of visit to retailers by FOS is concerned.
Tata Indicom is the clear winner with mean 4.2 followed by Airtel and Vodafone with mean
3.59 each. Regular visit by FOS highly impacts the behaviour of the retailer and creates a
better bonding between the retailer and company. In this case BSNL seems to be the last
choice among the retailers.
So far as best pricing of product is concerned, Tata Indicom has the highest mean
with 4.12 and it is followed by Airtel, Aircel, Reliance, Idea, Vodafone and BSNL. The
reason behind its success is that it has priced its products in such a way that even a poor can
afford a handset with a connection. Moreover it has priced its call rates much cheaper than
its competitors.
37
Again Tata Indicom is the clear winner in case of providing best profit margin to the
retailers. BSNL is again the least choice among the retailers because the profit margin
offered by BSNL is too low as compared to its competitors.
If we look at the best scheme provided to retailers then we have found that Tata
Indicom once again dominated other brand with mean 4.52 followed by Reliance with 4.12
and the least preferred brand is once again BSNL with mean 1.
So far as best service quality is concerned Aircel and Airtel are the most preferred
brands among the retailers having mean with 4.27 and 4.2. The two brands are preferred by
most of the retailers because both the brand has large work coverage with low network
congestion. Tata Indicom scored 3.64 not due to poor network congestion or voice clarity or
call drop but due to poor after sales service of handsets, walky and internet devices.
Tata Indicom has a wide range of product line which is preferred by most of the
retailers because it helps the retailers to satisfy the needs and retain its valuable customers.
Here Tata Indicom dominated its competitors with highest mean of 4.26 which is followed
by Reliance and Vodafone with mean 3.69 each.
Aircel and Airtel dominated the rest of the brands so far as best promotion is
concerned. Retailer preferred Aircel and then Airtel most because their involvement in
demand generation activities like canopy campaign, umbrella campaign, free distribution of
gifts etc. is highest as compared to its competitors.
38
CHAPTER VI
6.1. FINDINGS
The study was done to analyze the retailer’s behaviour regarding Tata Indicom
products/services. The study proved fruitful and many facts came to the light. The following
were the findings of the study:
Objective 1
The attributes that influences the choice of Tata Indicom products
In case of pricing of products, Tata Indicom seems to the best among other retailers.
1.1.
Tata Indicom priced its handsets in such a way that a person from a very low
income group also can afford to buy. Percentage of highly satisfied retailer is 44
whereas moderately satisfied 28. {Refer para 5.2 (B)}
Profit margin is one of the important attribute for the choice of any brand. 48%
1.2.
retailers are highly satisfied and 36% seems moderate satisfied with the policy of
Tata Indicom. Most of the retailers preferred Tata Indicom due to the attractive
profit margin offered by the company in handsets, walky, internet devices and in
connections. {Refer para 5.2 (D)}
The schemes floated by Tata Indicom are better as compared to others, which are
1.3.
easier to achieve and the company representative including FOS helps the retailers a
lot in achieving the schemes. Percentage of highly satisfied retailer is 64 whereas
moderately satisfied 24. {Refer para 5.2 (E)}
39
Quality of service and coverage of network are also the determining factor for the
1.4.
choice of any brand. So far as voice clarity, call drop are concerned the services of
Tata Indicom are good. But in case of after sale service of handsets, walky and
internet devices, Tata Indicom is lagging far behind than its competitors. Moreover,
if we look at the network coverage, network is available only in cities, towns and
national highways and there is no network in most of the rural areas. So due to the
mentioned reason retailers voted against Tata Indicom. Percentage of retailers of
Tata Indicom that are highly satisfied is 16 whereas moderately satisfied 8 where as
percentage of retailers of Aircel that are highly satisfied is 42 whereas moderately
satisfied 40. {Refer para 5.2 (F)}
Objective 2
Retailers need and problems:
Retailers need low range handsets/devices from reputed popular brand so that
2.1.
problems regarding handsets/devices could be minimized. ( Open ended questions )
2.2. Retailer always wants new replacement of promotional materials like danglers,
Streamers, stickers, posters etc. periodically. They also want company
representatives to conduct canopy or umbrella campaign in front of their retail
outlets frequently. ( Open ended questions )
Most retailers are saying that Tata Indicom products are difficult to sell. 62%
2.3.
retailers voted against Tata Indicom, the major reasons underlying why the products
of Tata Indicom are difficult to sell are:-
 Requires CDMA supported handsets
 Low battery backup
 Non availability of network in the rural areas.
 Photon Plus internet devices need photon plus town to perform as per
specification.
 Poor after sale service of handsets and internet devices.
40
 Non availability of low range popular branded handsets, walky and internet
devices. {Refer. para 5.2 (C)}
Objective 3
Level of satisfaction of Tata Indicom retailer
3.1. Since the customer service is low, most of them are neither satisfied nor dissatisfied
with the after sales services of the company. Highly satisfied is 16% whereas
moderately satisfied 8%. {Refer para 5.2 (F)}
3.2. 42% respondents are moderately dissatisfied with the sales promotional measures of
Tata Indicom. {Refer. para 5.2 (H)}
3.3. Regular visit highly impacts the behaviour of the retailer and creates a better bonding
between the retailer and company. So far as frequency of visit by FOS is concerned,
Tata Indicom is far ahead than its competitors. 58% of the retailers are highly satisfied
whereas 20% are moderately satisfied. {Refer para 5.2 (A)}
3.4. Level of satisfaction is high in case of profit margin offered by Tata Indicom because
48% retailers are highly satisfied and 36% seems moderate satisfied. {Refer para 5.2
(D)}
3.5. Retailers satisfaction goes to Tata Indicom with 44% highly satisfied. The other
service providers are no match to Tata Indicom strong pricing strategies.
6.2. CONCLUSION AND RECOMMENDATION
CONCLUSION
Now taking into account the observation and findings and considering the parameters set in
the questionnaire it can be concluded that out of the mentioned parameters that is,
• Frequency of visit,
• Pricing,
• Profit Margin,
• Schemes,
• Best promotion,
41
• Service Quality;
Frequency of visit frequency, Best pricing, Best profit margin, Best Scheme and Variety of
Product Tata Indicom is ahead, though it is closely followed by Aircel and Airtel.
In the other parameters i.e Best service Quality, Easy to sell and Best Promotional activities
Aircel is ahead. So here we can clearly see that Aircel, Airtel are focusing on better service
quality as a sales and distribution strategy, however for Tata Indicom the primary strategy is
to lure the retailers with Best profit margin, Variety of products, Best Scheme and Best
service Quality.
From the observation and the findings of the survey it comes out clearly that the
retailers play a very vital role in acquiring customers by influencing their decision making in
favour of the service provider which the retailers likes the most. It also comes out clearly
that profit margin is not the only reason for which a retailer sells a particular brand but other
aspects such as service quality and pricing of products and services are equally important.
The survey also brings out clearly that Tata Indicom entered to this market just one year
back even though it worked tremendously well to occupy the mind share of the retailers with
its attractive pricing, quality service , attractive retailer schemes etc.
However from the survey it has also clearly come out that no doubt being a new entrant it
has quite well garnered the faith and belief of retailers but there are certain problem areas
for Tata Indicom too. A segment of retailers feel that there is less promotional activities in
the important areas as a result of which the retailers are not able to build up a good
customer base which is there in case of Airtel, Aircel, BSNL and Reliance. Similarly
another segment of the retailers feel that there is a scope of improvement in the case of Tata
Indicom’s distributor service. As it is a known fact that after sales service is not adequately
handled by the distributor which affects the service quality of the service provider. An
another problem area identified with Tata Indicom is the network availability, which is not
there like other operators who have started their operations much before Tata Indicom
entered in this market. As a result of which retailer does not feel comfortable in influencing
a customer who needs extensive network within the state.
42
So if these problem areas are being worked upon by the Tata Indicom than there is every
possibility in the near future that Tata Indicom will definitely surpass all other competitors
and will be the preferred service provider of the retailers.
RECOMENDATIONS
After the completion of the whole survey and going through the observations and findings, I
would like to put forward certain opinions from my end, which will definitely help Tata
Indicom as a service provider to increase the satisfaction level of retailers. My
recommendations are:-
 Regarding frequency of visit, Tata Indicom should try to maintain the same pace.
Regular visit highly impacts the behaviour of the retailer and creates a better bonding
between the retailer and company.
 Tata Indicom should try to increase the efficiency of its sales person. Proper training
should be given to them where they should be told as how to improve relation with the
retailers, become a good listener, perform their duties efficiently so that overall
satisfaction level of retailers can be increased.
 Regarding the Service Quality, Tata Indicom should try to improve its overall service
quality by responding to the problems of retailers in time, by incorporating a more
helping attitude, by providing fast service and having an empathetic look towards the
retailers problem.
 There should be constant monitoring of the distributors activities as any lapse in duties
from their end highly affects the retailers and damage the brand name.
 Tata Indicom as a new entrant should try to match the network availability with other
operators operating within the state, in the absence of which retailers find it difficult to
convince customers on the ground of network coverage.
 Tata Indicom should introduce low range handsets/devices from reputed brand so that
problems regarding handsets/devices could be minimized.
43
BIBLIOGRAPHY
References:
1. Philip Kotler and Kevin Lane Keller (2005), Marketing Management Twelfth Edition,
Prentice Hall, Delhi.
2. Singh J,(2002), Customer Satisfaction and Loyalty judgement, Journals of Academy od
Marketing Management, pp.18-35
3. Payne Adrian (1998) Marketing Plans For Service Business
4. Websites
4.1. http://www.tata.com/aboutus/sub_index.aspx?sectid=8hOk5Qq3EfQ= retrieved on 5th
August 2010.
4.2. http://www.tatateleservices.com/t-aboutus-ttsl-organization.aspx retrieved on 5th
August 2010.
4.3. http://www.tataindicom.com/t-prepaid-plans.aspx retrieved on 5th August 2010.
44
Appendix 1
PLAN & TARRIF OF TATA INDICOM (Prepaid)
PLAN Outgoing Outgoing PER SMS PER SM

PLAN / Validit Outgoing
CHARGE/ Call STD STD PER SMS NATIONAL/ INTERN
RECHARGE y Outgoing local calls STD
RECHARGE time own other LOCAL(Rs) LOCAL IONA
NAME (Days) landline
( Rs.) Network network (Rs.) (Rs)
Own Other To Land

Network(Rs.) Network(Rs) line(Rs.)
Pay per call Rs.66 Daily

Plan rental Rs.1 0 90 1/10min 1/10min 1/10min 3/10min 3/10min 3/10min 0.00 0.00 5.00
Pay per call Rs.51 Daily

flexi Plan rental Rs.1 0 90 local & STD upto 1 min =25p,local=Rs.1/5min,std=Rs.2/5min, 0.50 0.50 5.00
Non Stop
Chat Plan Rs.48 0 90 0.3/min 0.3/min 0.3/min 0.5/min 0.5/min 0.5/min 0.30 0.30 5.00
Pay per call

flexi Plan Rs.53 0 90 local & STD 1p/sec,4th,5th,6th,10th,11th,12th minutes of any call is free 0.50 0.50 5.00
200
Talk Plus Rs.299 min 90 1/min 1/min 1/min 1.5/min 1.5/min 1.5/min 0.00 0.00 5.00
500
Talk Zyada Rs.499 min 90 1/min 1/min 1/min 1.5/min 1.5/min 1.5/min 0.00 0.00 5.00
60min
local
Happy & 60
Sunday min
pack Rs.199 STD 30 25p/min 35p/min 35p/min 45p/min 45p/min 45p/min 0.50 0.50 5.00
SUK 50
Walky Rs.50 0 90 0.90/min 0.90/3min 0.90/3min 1.5/min 1.5/min 1.5/min 0.50 0.50 5.00
Pay per call

Walky new Rs.50+RC
customer Rs.7 0 7 1/10min 1/10min 1/10min 3/10min 3/10min 3/10min 0.00 0.00 5.00
Pay per call

Plan Walky RC Rs.254 Rs.54 90 1/10min 1/10min 1/10min 3/10min 3/10min 3/10min 0.00 0.00 5.00
45
.
Appendix 2
SMS PACKS
PLAN RER SMS
PER SMS
PLAN / CHARGE/ Call Validity PER SMS LOCAL/ FREE
INTERNATIONAL
RECHARGE NAME RECHARGE time (Days) LOCAL(Rs) NATIONAL LOCAL/NATIONALSMS
(Rs)
( Rs.) (Rs.)
SMS PACK 15 0 30 0.50 0.50 5.00 75

SMS PACK 30 0 30 0.50 0.50 5.00 30
SMS PACK 55 0 30 0.50 0.50 5.00 1500
TOPUP
PHOTON PLUS
CALL
TOPUP AVAILABLE
TIME RETAILER
MRP (Rs) ON
(Rs.) MARGIN
(%)
10 7.07 PRC 3.5
25 20.67 PRC/ERC 3.5
50 41.52 PRC/ERC 3.5
100 43.33 PRC/ERC 3.5
220 89.65 PRC/ERC 3.5
222 222 ERC 3.5
250 250 ERC 3.5
300 300 ERC 3.5
Recharge
350 350 ERC 3.5 Value Usage Validity Speed
500 500 ERC 3.5
3.1 mbps
1000 1000 ERC 3.5
100 150 MB 7 Days
200 250 MB 30 Days
500 650 MB 30 Days
700 1 GB (1024 MB) 30 Days
850 2 GB (2048 MB) 30 Days
1000 4 GB (4096 MB) 30 Days
1200 5 GB (5120 MB) 30 Days

1350 10 GB (10240 MB) 30 Days
2000 3 GB (3072 MB) 90 Days
Recharge Vouchers for Photon Whiz
46
Recharge Value Usage Validity Peak /off peak Hours Speed
8am to 10 pm 10pm to 8 am 3.1 mbps
224 Rs.199.35 30Days 60p/min 13p/min
349 Rs.310.60 30 Days 26p/min 12p/min
449 Rs.399.60 30 Days 24p/min 10p/min

777 Unlimited 30 Days Unlimited Unlimited
Appendix 3
HANDSETS , WALKY AND INTERNET DEVICES
Free Call Connection

First Free call
Handsets/Assesories time Charge Selling price
Recharge time/Usage(Min)
(Rs.) (Rs.)
ZTE FWP WALKY 10 50.00 0.00 1299.00
C2 WALKY 10 50.00 0.00 1449.00
LSP WALKY 450T 10 50.00 0.00 1449.00
HUAWEI INTERNET
10 50.00 0.00 1699.00
WALKY
HUAWEI ETS 2205 10 49.00 0.00 1099.00
HAIER C301R Rs.200 1.00 0.00 899.00
ZTE S131 1400min 1.00 0.00 1199.00
SAMSUNG FORTESS 0 99.00 0.00 1199.00
HUAWEI C2809 0 99.00 0.00 1299.00
SAMSUNG DUO 0 1.00 0.00 6999.00
SAMSUNG MORION 0 99.00 0.00 1499.00
SAMSUNG EXPLORE 0 99.00 0.00 3499.00
ZEN C440 0 1.00 0.00 1999.00
SAMSUNG HERO 0 99.00 0.00 1699.00
SAMSUNG RAGA 0 1.00 0.00 1499.00
HUAWEI C2806 0 99.00 0.00 999.00
HUAWEI C5100 0 99.00 0.00 3555.00
HUAWEI C2607 0 1.00 0.00 999.00
HUAWEI C22803 0 99.00 0.00 1099.00
HUAWEI C2901 0 99.00 0.00 1499.00
HUAWEI C2206 0 99.00 0.00 1049.00
HUAWEI C200 0 1.00 0.00 2199.00
HUAWEI EC121 0 149.00 0.00 1399.00
OLIVE CM200 0 149.00 0.00 1399.00
PHOTON Whiz
HUAWEI EC USB
0 0.00 0.00 2399.00
MODEM
HUAWEI PHOTON
0 0.00 0.00 2499.00 1 GB
PLUS
47
Appendix 4
QUESTIONNAIRE
Request for co-operation:

Dear Sir/Madam,
I am a student of MBA (PT) in Tezpur University, Tezpur, Assam. As a

part of our course curriculum, I have been assigned to conduct a survey to find out the “
Behaviour of telecom retailer at Tata Indicom (prepaid)” among the various retailers
that deals in the products of Tata Indicom in Nagaon town.
I would like to request you to spend a few minutes to answer the following
questionnaire. Your kind co-operation and honest response would be very helpful for
attaining the objective of the study. The information will be kept confidential and will be
used for academic purpose only.
Thanking you
Rudra Sharma
6th Semester
MBA (PT)
Roll no-BPT08016
(MARKETING)
48
1. Name of Retail outlet :
2. Name of Proprietor :
3. Address :
4. Phone :
5. Sex :
6. Age :
7. Email id :
Scale:
In respect of the parameters listed below, Please rate on a scale of 1----5
5 4 3 2 1
Moderately Neither satisfied nor Moderately Dissatisfied
Satisfied Satisfied dissatisfied dissatisfied
Questions:
1. Whose sales representative frequently visits you in a week?
Airtel Vodafone
Aircel Idea
BSNL Tata Indicom
Reliance Telecom
2. Which company has got the best pricing?
Airtel Vodafone
Aircel Idea
BSNL Tata Indicom
Reliance Telecom
3. Which company’s product is easy to sell?
Airtel Vodafone
Aircel Idea
BSNL Tata Indicom
Reliance Telecom
4. Which company is offering the best profit margin to the Retailers?
49
Airtel Vodafone
Aircel Idea
BSNL Tata Indicom
Reliance Telecom
5. Which companies Retailers schemes are better as compared to other?
Airtel Vodafone
Aircel Idea
BSNL Tata Indicom
Reliance Telecom
6. Which company’s service quality is better as compared to other?
Airtel Vodafone
Aircel Idea
BSNL Tata Indicom
Reliance Telecom
7. Which company is offering variety of products to the Retailers?
Airtel Vodafone
Aircel Idea
BSNL Tata Indicom
Reliance Telecom
8. Which company's promotional activities are best?
Airtel Vodafone
Aircel Idea
BSNL Tata Indicom
Reliance Telecom
Date Signature
50
Appendix 5
SL NO RETAILER NAME
1 TVS NAGAON
2 ANUWARA PCO
3 AVTAR MOBILE
4 B M ENTERPRISE
5 PANKAJ GARODIA
6 A & SONS ENTERPRISE
7 BHUYAN NETWORK
8 BIKASH SORE
9 BUBU STORE
10 COMMUNICATION 2100
11 M/S SARASWATI ENTERPRISE
12 DAS TRADERS
13 DEY SERVICE
14 DIGANTA STORE
15 UPASONA STORES
16 EASY COMMUNICATION
17 GANAPATI OFFSET
18 GANGUTRI PRINTERS
19 GFS COMPUTER CENTER
20 GIFT CENTRE
21 J P MEDICAL
22 JAFRIN SALE POINT
23 JAY ENTERPRISE
24 JOGAMAI ENTERPRISE
25 KALITA BOOK STALL
26 KARALI TRADERS
27 SMASH CORNER
28 MAA KALI TELECOM
29 MAHALAXMI GROUP
30 MAHARAJA CATARING HOME SERVICE
31 GANESH STORE
32 MOBILE CARE
33 MOINA STORE
34 NAMITA PHARMA
35 MUSIC CENTER
36 N K PCO
37 PRANJAL STORE
38 PUSPANJALI
39 R B STORE
51
40 RAY TELECOM
41 RENU MEDICAL STORE
42 SHAH ELECTONICS
43 SHARADA PCO
44 SHIVAM COMMUNICATION
45 STUDIO SAGRIKA
46 MAYA AUTOMOBILE
47 SWAPAN ENTERPRISE
48 U.P.COMINICATION
49 UPAHAR
50 UTPAL BARUAH COM
52

Summer Project 2010

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Summer Project 2010

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A STUDY ON

THE BEHAVIOUR OF TELECOM RETAILERS THAT DEAL WITH TATA

A SUMMER INTERNSHIP PROJECT FOR PARTIAL FULFILLMENT

Academin Guide Organational Guide

Professor Mrinmoy Sarma Mr. Durgesh Sukla

the knowledge of real business environment .

management entitled STUDY THE BEHAVIOUR OF TELECOM RETAILERS THAT

DEAL WITH TATA INDICOM IN NAGAON TOWN

attitude of retailers towards the companies excusive retail units.

TTSL) for giving me a golden opportunity to do my summer training at Tata Indicom

TATA TELESERVICES LTD. (TTSL). I am highly indebted to my organizational guide

gratitude towards Prof. Mrinmoy Sarma, Dept. of Business Administration, Tezpur

University. Whose guidance helped lay the foundation of this project.

Area of study and duration:

BRBU - Branded Retail Business Unit.

Executive Summary III

2.1. Tata Indicom– Products & Services 4 -7

2.2. Brand and Distribution 7-8

2.3. SWOT ANALYSIS 8-9

3.1. Research Objective 10

3.2. Scope of the study 10

3.3. Limitation of the study 11

4.1. Research Methodology 12

5.1. Sample retailer profile 13

5.2.Data Analysis and Interpretation 13-33

6.2. Conclusion and Recommendation 36-37

Tata Group is a multinational conglomerate based in Mumbai, India. In terms of market

business in Steel, Automobiles, Information Technology, Communication, Power, Tea and

years for its adherence to strong values and business ethics.

wholesale voice carriers.

list of world's most reputable companies.

nationalism. It pioneered several industries of national importance in India: steel, power,

world’s lowest-cost car, the Tata Nano.

government organisations working in the areas of education, healthcare and livelihoods.

TATA TELESERVICES LTD. Sources (www.tatateleservices.com. 2010)

Teleservices (Maharashtra) Limited] in December 2002 the company swung into an

,West Bengal and North- East.

deployment of a reliable, technologically advanced network.

quarters by the Telecom Regulatory Authority of India through independent surveys.

launch pan-India operations by the end of FY 2010-11.

country’s mobile phone users.

bouquet of telephony services encompassing Mobile Services, Wireless Desktop Phones,

Public Booth Telephony and Wireline Services.

nearly 35,000 towers.

public booth telephony, wireline services and enterprise solutions.

‘Most Innovative Brand of the Year’.

2.1 TATA INDICOM - Products & Services

the price from the customer.

for consumers in Assam.

wireless Internet access. The benefits are:

High speed Internet access.

high speed connection and free downloading.

pay accordingly. Features are

Features of Walky Fixed Wireless Phones:

Get Missed Call details

Send and receive SMS

Store family and friends numbers in the in-built phone book

Get Receiver Off-hook Alarm

Receive calls when receiver off-hook (after the alarm period)

Avail Hotline with timer facility

Select from 10 in-built ring tones

Get alerts for unread messages

Set Alarm and Reminder Alerts