A

PROJECT REPORT
ON

“To study the market share in broadband industry of

Industrial Customer”
At
TATA DOCOMO (TATA TELESERVICES)

Submitted to Savitribai Phule Pune University

In Partial Fulfillment of Requirement for the Award of

MASTER OF BUSINESS ADMINISTRATION
2014-2016

By
Adarsh Bagrecha

Under the guidelines of

Prof. Prajakta Pawar

Sinhgad Institute of Business Administration and Research

Pune
 DECLARATION

I, Adarsh Bagrecha, the undersigned, hereby declare that the Project

Report titled “To study the market share in broadband industry of
Industrial Customer” written and submitted by me to (the University of
Pune or SIBAR), in partial fulfillment of the requirement for the award of
Master of Business Administration is my original work and the conclusions
drawn therein are based on the material collected by myself.

Place: Pune Adarsh Bagrecha

Date: / / MBA

2
 ACKNOWLEDGEMENT

This project has been an honest & dedicated attempt to make the analyst
on marketing material as authentic as it could. And I earnestly hope that
it provides useful and workable information & knowledge to any person
reading it.

During this period, I had the pleasure of working closely with accomplished
organization people who shared with me their experience and helped me
in completion of my research.

I express my sincere thanks to my external mentor Mr. Subham Goswami &

my institute faculty Prof. Prajakta Pawar for guiding me.

Lastly I am grateful to my parents who have been my mentors &

motivators. I am also thankful to all my batch mates who have been directly
or indirectly involved in successful completion of this project & also I’m
grateful to Entire Tata Tele Services ltd for the co-operation during my
project.

3
 CERTIFICATE

This is to certify that the Project Report titled “To study of market share
in broadband industry of Industrial Customers for Tata Tele Services”
which is being submitted herewith for the award of Master of Business
Administration, Pune is the result of the original research work completed
by Adarsh Bagrecha under my supervision and guidance and to the best of
my knowledge and belief the work embodied in this Project Report has not
formed earlier the basis for the award of any degree or similar title of this
or any other University or examining body.

Prof. Prajakta Pawar Dr. Avadhoot Pol

Project Guide Director

Place: Pune

Date:

4
 TABLE OF CONTENTS

Sr. No. Particular Page No.

1. Executive Summary 8

2. Background 9-29
a) Basic introduction of the project
b) Sector Information
c) Company Overview
d) Products/Services
e) Departments

3. Objectives of the study 30

4. Research Methodology ; Methods and Tools 31-36

adopted for analysis
5. Analysis of the project 1 37-42

6. Analysis of the project 2 43-44

7. Learning, Finding & Observation, Suggestion 45-48

8. Limitation of the study 49

9. Conclusion 50
10. Appendix 51-53

11. Bibliography 54

5
 CONTENTS

Executive Summary ................................................................................ 8

Basic introduction to project .................................................................... 9
SECTOR INFORMATION .......................................................................... 10
INDIAN TELECOM INDUSTRY .................................................................. 10
Introduction ................................................................................. 10
Market Size .................................................................................. 10
Investment ................................................................................... 11
Government Initiatives ..................................................................... 12
Road Ahead .................................................................................. 13
Executive Summary of Telecom Sector .................................................. 14
Segment of Telecom Market .............................................................. 15
Wireless market share in terms of total subscribers................................... 16
Fixed Line Market Share ................................................................... 17
Internet increasing rate of subscribers & broadband market share ................. 18
Broadband Subscription .................................................................... 18
Notable Trends in Indian Telecom Sector ............................................... 19
Emergence of Tower Industry ............................................................. 20
Porters Five Forces Analysis ............................................................... 21
Company Overview .............................................................................. 22
TATA GROUP IN COMMUNICATIONS ......................................................... 23
TTL Profile ..................................................................................... 23
Tata Teleservices (Maharashtra) Limited .................................................. 26
Board of Directors ............................................................................. 27
Products/Services offered by TTL ............................................................. 28
Departments in Tata Tele Services ............................................................ 29
Objectives ........................................................................................ 30
Project 1 ........................................................................................ 30
Project 2 ........................................................................................ 30
RESEARCH METHODOLOGY...................................................................... 31
The study of conducting research is Research Methodology. ............................. 31
Likert Scale..................................................................................... 33

6
 Likert Scale Example: ...................................................................... 34
How can we analyses Data from a Likert Scale ........................................... 35
Critical Evaluation............................................................................. 35
Methods & Tools Adopted for Analysis ..................................................... 36
Customer Satisfaction ...................................................................... 36
Lead Generation ............................................................................ 36
Customer Satisfaction Level.................................................................... 37
A study of customer satisfaction level (Location Pune, around 50 customers of Tata
Tele Services) .................................................................................. 38
Type of Business ............................................................................ 38
Existing Employees of companies/customers ........................................... 39
Workstations or pcs/laptops used by the customers .................................. 40
Rating of Services using a 5 scale rating ................................................ 41
Problems facing by the customers ....................................................... 42
Lead generation .................................................................................. 43
Lead Generation for Tata Tele service in & around Pune ............................... 44
Location ...................................................................................... 44
Conversion: .................................................................................. 44
Learnings .......................................................................................... 45
The learning outcomes during this two project:.......................................... 45
Observation & Findings ....................................................................... 46
Suggestions ..................................................................................... 47
Limitation of the study ....................................................................... 48
Conclusion ........................................................................................ 49
Appendix .......................................................................................... 50
Bibliography ...................................................................................... 54

7
 EXECUTIVE SUMMARY

My work as a Summer Trainee in Tata Tele Services was to collect Raw Data from the
market or we can say from different localities in Pune which was allocated to us, so as
to find out the different modes or medium to find Industrial customers, such as small
or medium companies and to promote Tata’s services to expand their business & if
there is any requirement of any services then forward the data of customer to
concerned person.

Apart from above work , as a Summer Trainee I was also Supposed to ask them what
are the services they are using currently & if there is any Tata services they are using ,
then taking feedback of the customers by using a questionnaire. I have done a research
using Likert scale & questionnaire to know the customer satisfaction level of Tata users
in & around Pune.

Thus after doing the Studies I can say that there is a huge scope for Tata to retain their
customers & also expand their business, because in Pune there are thousands of
potential customers who need services which Tata Tele Services are giving.

8
 BASIC INTRODUCTION TO PROJECT

Nowadays the most valuable thing is Information & to gather information we all need
Internet or network connection. Tata Tele Services is a popular company of giving these
services to their customers both industrial & individual. I have done my SIP from Tata
Tele Services, & my work was based on field visit, knowing customers, gathering
information about them, during this period I thought about taking feedback from
customers who are already using services of Tata services. This project is based on
customer satisfaction of services given by Tata Tele Services. The title of the project,
“A study of market share in broadband industry of Industrial Customers for Tata
Tele Services in Pune”.

9
 SECTOR INFORMATION

Telecommunication

INDIAN TELECOM INDUSTRY

Introduction

Telecom services have been acknowledged globally as an essential tool for the socio-
economic development of a nation. India is currently the world’s second-largest
telecommunications market and has registered exceptional growth in the past few
years.

The Indian mobile economy is growing rapidly and will contribute approximately US$
400 billion to India’s gross domestic product (GDP), according to report prepared by
GSMA in collaboration with BCG.

The rapid strides in the telecom sector have been facilitated by liberal policies of the
Government of India that provide easy market access for telecom equipment and a fair
regulatory framework for offering telecom services at affordable prices. The
deregulation of foreign direct investment (FDI) norms has made the sector one of the
fastest growing and a top five employment opportunity generator in the country.

Market Size
• Telecommunications is one of the prime support services needed for rapid growth
and modernization of various sectors of the economy. Driven by strong adoption
of data consumption on handheld devices, the total mobile services market
revenue in India will reach US$ 29.8 billion in 2014 and is expected to touch US$
37 billion in 2017, registering a compound annual growth rate (CAGR) of 5.2 per
cent, according to research firm IDC.

10
 • According to a study by GSMA, it has been expected that smart phones will
account for two out of every three mobile connections globally by 2020 and India
is all set to become the fourth largest Smartphone market.
• India is projected to have 213 million mobile internet users by June 2015, a 23
per cent rise over a six month period, according to Mobile Internet in India 2014
report.
• The broadband services user-base in India is expected to grow to 250 million
connections by 2017, according to the UK-based GSM Association (GSMA).
• India saw the fastest growth in new mobile-phone connections with 18 million
net additions in the third quarter of 2014, followed by China with 12 million new
additions, according to a report by Swedish mobile network equipment maker
Ericsson.
• The Indian telecom sector is expected to create four million direct and indirect
jobs over the next 5 years on the back of the government’s efforts to increase
penetration in rural areas along with the growth in the Smartphone numbers and
internet usage, according to estimates by Randstad India. “The telecom sector
has been growing aggressive at an average for 35 per cent a year for close to two
decades,” said Mr. K Uppaluri, CEO, Randstad India.

Investment
• With daily increasing subscriber base, there have been a lot of investments and
developments in the sector. The industry has attracted FDI worth US$ 16,994.68
million during the period April 2000 to January 2015, according to the data
released by Department of Industrial Policy and Promotion (DIPP).
• Some of the major developments in the recent past are:
• Sterlite Technologies Ltd has announced an annual seed fund of US$ 100,000 to
strengthen India’s investments in broadband technology research, by investing
in Indian start-ups, working on innovative broadband deployment technologies.
• Maxx Mobilink plans to start production of mobile handsets at its Haridwar plant,
beginning with assembling devices from April 2015. Maxx will invest over Rs 6
crore (US$ 965,615.81) initially in setting up the R&D laboratory.

11
 • Huawei Technologies has won two contracts worth a combined US$ 120 million
from Bharti Airtel and Idea Cellular to upgrade their wire line networks.
• Tata Communications has invested in acquiring capacity in Seabras-1, a
submarine cable being developed between the US and Brazil, seeking to increase
services in the Latin American region.
• Bharti Airtel and IHS Holding have signed an agreement under which latter will
acquire about 1,100 telecom towers across Zambia and Rwanda.
• Ericsson has won a seven-year deal worth more than US$ 1 billion to manage the
network of Reliance Communications across 11 service areas, making the Swedish
telecom gear maker the only service provider to manage the pan-India network
of a mobile phone operator.

Government Initiatives
• The government has fast-tracked reforms in the telecom sector and plans to
clear the proposal allowing spectrum trading and sharing ahead of the year-end
deadline as it wants to lift the business sentiment for the forthcoming airwave
auction. Some of the other major initiatives taken by the government are as
follows:
• The Government of Uttar Pradesh (UP) has secured investment deals valued at
Rs 5,000 crore (US$ 804.64 million) for setting up mobile manufacturing units in
the state.
• The Government of India plans to roll out free high-speed wi-fi in 2,500 cities
and towns across the country over the next three years and the programme,
involving an investment of up to Rs 7,000 crore (US$ 1.12 billion), will be
implemented by state-owned Bharat Sanchar Nigam Ltd (BSNL).
• Citizens of India are expected to get a minimum of 2 megabits per second (MBPS)
Wi-Fi speed at every government owned service point such as railways stations,
airports, bus stops, hospitals and all government departments that deal with the
public on a daily basis.
• The Union Cabinet of India has approved the largest ever telecom spectrum
auction that is targeted to fetch at least Rs 64,840 crore (US$ 10.43 billion). The

12
 government will sell 380.75 megahertz (MHz) of second generation (2G) spectrum
in three bands—the premium 900 MHz, 1800 MHz and 800 MHz
• To speed up the national optical fibre network (NOFN) project, the Department
of Telecommunications (DoT) has advised officials to use public buildings such as
post offices, railway stations and schools.
• The Government of Kerala has decided to allow mobile telecom service providers
to set up towers on government land and buildings. This is the first time that a
State Government has opened its own land, buildings and offices to mobile
companies.

Road Ahead
India will emerge as a leading player in the virtual world by having 700 million internet
users of the 4.7 billion global users by 2025, as per a Microsoft report.

With the government’s favorable regulation policies and 4G services hitting the market,
rapid growth is expected in the Indian telecommunication sector in the next few years.
Also, with developments in this sector, services such as security and surveillance,
remote monitoring of ATM machines, home automation, traffic management, retail,
logistics and grid energy could eventually facilitate optimization of resources.

Exchange Rate Used: INR 1 = US$ 0.016 as on March 24, 2015 1

1
Source: Media Reports and Press Releases, Cellular Operators Authority of India (COAI), Telecom
Regulatory Authority of India (TRAI), Department of Telecommunication (DoT), Department of Industrial
Policy and Promotion (DIPP)

13
Executive Summary of Telecom Sector

• With a subscriber base of nearly 964 million by the end of November

Second
2014, India has the second largest telecom network in the world
largest
subscriber
base

• With 164.81 million internet subscription, India stood third highest

Third Highest
in terms of total internet users in 2013
number of
Internet
Users

Most of the • Mobile based internet is a key component of India internet usage,
internet with seven out of eight users accessing internet from their mobile
accessed phones
through
mobile
phones

• Urban teledensity stood at 147.38 per cent & rural teledensity at

Rising 45.76 per cent as of november 2014, up from 87.1 per cent & 23 per
cent, respectively, in march 2009
Penetration
Rate

• Availibility of affordable smartphones & lower rates are expected to

Affordability drive growth in the Indian Telecom Industry
& Lower
Rates

2
Telecom Regulatory Authority of India, Planning Commission, Aranca Research

14
Segment of Telecom Market

Telecom

Mobile (Wireless) Fixed Line (Wireline) Internet Services

Consists of
companies that
Comprises
operate & maintain Includes Internet
establishments
switching & Service providers
operating &
transmission facilities (ISPs) that offer
maintaining switching
to provide direct broadband internet
& transmission
communications connections through
facilities to provide
through landlines, consumer &
direct
microwaves or a corporate channels
communications via
combination of
airwaves
landlines & satelite
link-ups

3
Source: Aranca Research

15
Wireless market share in terms of total subscribers

• Bharti Airtel is the market leader, with a 23 per cent share of total subscription,
followed by Vodafone (18.9 per cent share)
• The top five players – Bharti Airtel, Vodafone, Idea, Reliance, and BSNL – account
for over 79 per cent of the total subscribers
• Tata is ranked 7, following aircel at number 6, as percent share of total
subscription. 4

4
Source: Telecom Regulatory Authority of India, Aranca Research Notes: BSNL - Bharat Sanchar Nigam Limited,
FY15* - As of November 2014

16
Fixed Line Market Share

• Total fixed-line subscription stood at 27.1 million, while teledensity reached 2.17
per cent due to wide usability of the wireless segment in FY15*
• BSNL is the market leader with a 63 per cent share, followed by MTNL (13 per
cent)
• BSNL, MTNL, and Bharti together account for 89 per cent of the total fixed-line
market 5

5
Source: Telecom Regulatory Authority of India, Aranca Research Notes: BSNL - Bharat Sanchar Nigam Limited,
FY15* - As of November 2014

17
Internet increasing rate of subscribers & broadband market share

• The number of Internet subscribers increased at a CAGR of 52% to 243 million in

2014 from 8.6 million in 2006 6

Broadband Subscription

• BSNL has the largest share (22.7 per cent) of the total broadband market
• Bharti Airtel has the second-largest share (22.1 per cent) of the broadband
market 7

6
Source: Telecom Regulatory Authority of India, Business Monitor International, Aranca Research Notes: * -
Including Internet Access by Wireless Phone Subscribers, CAGR - Compound Annual Growth Rate; BSNL - Bharat
Sanchar Nigam Ltd, Internet live stats
7
Source: Telecom Regulatory Authority of India, Aranca Research Notes: FY15* - Data as of November 2014

18
Notable Trends in Indian Telecom Sector

•The green Tleecom concept is aimed at reducing carbon footprint of

the telecom industry through lower energy consumption
Green •TRAIN initiated a consultation process in May 2010, requesting
Telecom inputs from firms across the telecom value chain to provide
recommendations on green telecom's framework & implementation

•There are over 62,443 uncovered villages in India; these would be

provided the village telephone facility with subsidy support from
Expansion to the goverment's Universal Service Obligation Fund ( thereby
rural markets increasing rural teledensity )
•In November 2014, the rural subscriber base accountd for 41% of the
total subscriber base, thereby fuelling the sector's growth

•The most significant recent developments in wirless

communications include BWA technologies such as WiMAX & LTE.
Emergence of
•WiMAX is expected to have attracted around 8-10 million
BWA subscribers
technologies
•Reliance Jio, the only operator which bagged 4G spectrum in all 22
circleds, is planning to roll out its 4G LTE services in 800 Indian
cities between april & June 2015

Telecom •The Telecom Commission (TC) is likely to set up a Telecom Finance

Finance Corporation (TFC) for channelling funding for telecom projects at
Commission competitive rates in order to facilitate investment in the sector

•To boost local research and manufacturing of telecom products, the

goverment has proposed an investment of USD 32.2 billion in three
Rising phrases: i) USD 9.2 billion to the Telecom Research & Development
Investments Fund, ii) USD 4.6 billion for the Telecom Entrepreneurship Promotion
Fund , & iii) USD 18.4 billion to the Telecom Manufacturing
Promotion Fund during the 12th Five-Year Plan

Outsourcing •As part of the recent outsourcing trend, operators have outsourced
non-core functions such as network maintenance, IT operations & customer
activities service

•In October 2014, 7.7 million mobile banking transactions were

reported, up 75% from a year ago
Mobile •Availability of affordable smartphones, along with a rise in the
Banking security level of mobile transactions, is expected to boost growth of
transactions conducted via phones, with the overall transaction
value being tri[led in 2014 from last year
8

8
Source: Aranca Research, Reserve Bank of India

19
Emergence of Tower Industry

Higher Focus on Sergregation

Rising Operating tower sharing of towers into
Competition Cost & debt to reduce seperate
burden costs companies

• A surge in the subscriber base has necessitated network expansion covering a

wider area, thereby creating a need for significant investment in telecom
infrastructure
• To curb costs and focus on core operations, telecom companies have been
segregating their tower assets into separate companies
• Creating separate tower companies has helped telecom companies lower
operating cost and improve capital structure; this has also provided an additional
revenue stream
• Inspired by the success seen by Indian players in towers business, most of the
operators around the world are replicating the model 9

9
Source: Aranca Research

20
Porters Five Forces Analysis

10

10
Source: Aranca Research

21
COMPANY OVERVIEW

22
TATA GROUP IN COMMUNICATIONS

Communications is among the Tata Group's larger investments, with over $7.5 billion
already committed. The Group's objective is to provide end-to-end
telecommunications solutions for business and residential customers across the nation
and internationally. The Group's communications activities are currently spread
primarily over four companies-Tata Teleservices Limited, its associate Tata
Teleservices (Maharashtra) Limited, Tata Communications (erstwhile VSNL) and Tata
Sky. Together, these companies cover the full range of communications services,
including:

Telephony Services: Fixed and Mobile

Media & Entertainment Services: Satellite TV

Data Services: Leased Lines, Managed Data Networks, IP/MPLS VPN, Dial-up Internet,
Wi-Fi and Broadband

Value-added Services: Mobile and Broadband Content/Applications, Calling Cards, Net

Telephony and Managed Services

Infrastructure Services: Submarine Cable Bandwidth, Terrestrial Fiber Network and

Satellite Earth Stations and VSAT Connectivity

TTL Profile
Tata Teleservices Limited spearheads the Tata Group’s presence in the telecom sector.
The Tata Group includes over 100 companies, over 450,000 employees worldwide and
more than 3.8 million shareholders.

Incorporated in 1996, Tata Teleservices Limited was the pioneer of the CDMA 1x
technology platform in India, embarking on a growth path after the acquisition of
Hughes Tele.com (India) Ltd [renamed Tata Teleservices (Maharashtra) Limited] by the
Tata Group in 2002. Over the last few years, the company has launched significant

23
services CDMA mobile operations in January 2005 under the brand name Tata Indicom,
market-defining wireless mobile broadband services under the brand name Tata Photon
in 2008 and 2G GSM services under the brand name Tata DOCOMO in 2009.

Tata Teleservices Limited also has a significant presence in the 2G GSM space, through
its joint venture with NTT DOCOMO of Japan, and offers differentiated products and
services. Tata DOCOMO was born after Tata Group’s strategic alliance with Japanese
telecom major NTT DOCOMO in November 2008. Tata DOCOMO received a pan-India
license to operate GSM telecom services and rolled out GSM services in all the 18
telecom Circles where it received spectrum from the Government of India in the quick
span of just over a year.

One of the key milestones in October 2011 was the brand integration exercise at TTL,
which saw the Company’s many brands being consolidated under its single flagship
brand, Tata DOCOMO. This helped TTL leverage the benefits of brand synergies and
capitalize on its vast retail and distribution network, which is the largest amongst all
private telecom operators in the country.

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 per-
second tariff option part of its ‘Pay for What You Use’ pricing paradigm.

Tata Teleservices Limited also became the first Indian private telecom operator to
launch 3G services in India under with the launch of services in November 2010 in all
nine telecom Circles where the company bagged the 3G license. In association with its
partner NTT DOCOMO, the Company finds itself favorably positioned to leverage this
first-mover advantage. With 3G, Tata DOCOMO has begun to redefine the very face of
telecoms in India. Tokyo-based NTT DOCOMO is one of the world’s leading mobile
operators in Japan, the company is the clear market leader, used by nearly 55 per cent
of the country’s mobile phone users.

TTL 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

24
platform. Tata Teleservices also has a strategic tie up with Virgin Mobile that primarily
caters to youth segment offering mobility services on both CDMA and GSM platform.

Tata Teleservices is the undisputed market leader in the fixed wireless telephony
market amongst private operators. In the wireless mobility space, the company in the
past has been rated as the ‘Least Congested Network’ in India for eight consecutive
quarters by the Telecom Regulatory Authority of India through independent surveys.

Today, Tata Teleservices, along with Tata Teleservices (Maharashtra) Limited, has a
reach 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
which has been re-christened as VIOM Networks has a portfolio of nearly 60,000 towers.

The company in the recent past has won many awards. 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'. Tata DOCOMO was recently recognized as the best “Utility VAS Service
Provider” and “Best Mobile Broadband Service Provider” for the year 2012 by Frost &
Sullivan.

25
Tata Teleservices (Maharashtra) Limited

Tata Teleservices Maharashtra Limited (TTML) spearheads the Tata group's presence in
the telephony sector in the telecom circles of Maharashtra (including Mumbai) and Goa

TTML commenced landline operations in 1998 and today has the largest wire line base
in Mumbai and Maharashtra amongst all private operators. It commenced full mobility
wireless services on the CDMA-1X platform in 2004-5.

The Company also has a significant 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. The Company
rolled out its GSM services under the brand name TATA DOCOMO in Mumbai,
Maharashtra and Goa.

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 per-
second tariff option - part of its ‘Pay for What You Use’ pricing paradigm. 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.

With a full portfolio of products and services for different categories of retail and
enterprise consumers, and an excellent network backed by good customer care, TTML
is well positioned to lead the market. The company has been rated as the no. 1 wireless
operator in terms of overall customer satisfaction across Maharashtra (including
Mumbai) and Goa, in surveys commissioned by the Telecom Regulatory Authority of
India (TRAI). The company is listed on the Bombay Stock Exchange (BSE) and National
Stock Exchange (NSE), and has around 500,000 shareholders.

26
Board of Directors

27
PRODUCTS/SERVICES OFFERED BY TTML

28
DEPARTMENTS IN TATA TELE SERVICES

• Sales Team
• Marketing
• Network
• Service Delivery
• Service Assurance
• Order Entry
• Billing
• Finance
• HR

29
OBJECTIVES

Project 1
A study of market share in broadband industry

Objectives of the Study

I have studied about market share in broadband industry of Tata Tele Service by taking
feedback of Industrial customers in & around Pune. My objectives were during this
project

1. To study the market share in broadband industry of Tata Teleservices among

industrial customers in and around Pune
2. To discover the major reasons for the dissatisfaction of the customers
3. To make suitable suggestions/ recommendations for the improvement of services
provided by Tata Teleservices

Project 2
A study of generating lead for Tata Tele Services

Objectives

1. To generate lead for Tata Tele services by visiting & approaching to industrial
customers.
2. To get idea of how to get new leads or information about companies.

30
 RESEARCH METHODOLOGY

THE STUDY OF CONDUCTING RESEARCH IS RESEARCH METHODOLOGY.

Research can also be defined as

1. Search for knowledge

2. Systematic and scientific search for getting relevant answers on any taken
up specific topic.

3. Scientific enquiry into a subject.

4. Research is a movement from the unknown to the known.

5. It is the voyage of discovery

According to Bulmer,

Research is primarily committed to establishing systematic, reliable and valid

knowledge about the social world.

According To Clifford Woody,

Research comprises of

• Defining and redefining problems.

• Formulating hypothesis (basic idea)

• Collecting

• Organizing

• Evaluating data’s

• Making decisions

• Suggesting solutions

• Reaching conclusions

31
 • Finally, carefully testing the conclusions

To determine whether they fit the formulated Hypothesis.

Research Methods: May be understood as all those methods or techniques that

are used by a researcher for conducting a Research depending upon the methods.

1. Library Research:
Analysis of historical records and documents.
Statistical compilation, references, abstracts, guides manipulation
(handle with skill)
2. Field Research:
Observation, questionnaires, personal, Group or telephonic interviews,
case study.
3. Laboratory Research:
Group (team) study, use of audio visual tools.

Research Methodology: is the way doing systematically solve the research

problem.

32
Likert Scale

• Various kinds of rating scales have been developed to measure attitudes directly
(i.e. the person knows their attitude is being studied). The most widely used is
the Likert Scale.
• Likert (1932) developed the principle of measuring attitudes by asking people to
respond to a series of statements about a topic, in terms of the extent to which
they agree with them, and so tapping into the cognitive and affective
components of attitudes.
• Likert-type or frequency scales use fixed choice response formats and are
designed to measure attitudes or opinions (Bowling, 1997; Burns, & Grove,
1997). These ordinal scales measure levels of agreement/disagreement.
• A Likert-type scale assumes that the strength/intensity of experience is linear,
i.e. on a continuum from strongly agree to strongly disagree, and makes the
assumption that attitudes can be measured. Respondents may be offered a
choice of five to seven or even nine pre-coded responses with the neutral point
being neither agree nor disagree.
• In it final form, the Likert Scale is a five (or seven) point scale which is used to
allow the individual to express how much they agree or disagree with a particular
statement.

For example:

• Ecological questions are the most important issues facing human beings today.
• Strongly agree / agree / don’t know / disagree / strongly disagree
• Each of the five (or seven) responses would have a numerical value which would
be used to measure the attitude under investigation.

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Likert Scale Example:
Agreement

• Strongly Agree
• Agree
• Undecided
• Disagree
• Strongly Disagree

Frequency

• Very Frequently
• Frequently
• Occasionally
• Rarely
• Never

Importance

• Very Important
• Important
• Moderately Important
• Of Little Importance
• Unimportant

Likelihood

• Almost Always True

• Usually True
• Occasionally True

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 • Usually Not True
• Almost Never True

How can we analyses Data from a Likert Scale

• Summarize using a median or a mode (not a mean); the mode is probably the most
suitable for easy interpretation.

• Display the distribution of observations in a bar chart (it can’t be a histogram, because
the data is not continuous).

Critical Evaluation

• Likert Scales have the advantage that they do not expect a simple yes / no
answer from the respondent, but rather allow for degrees of opinion, and even
no opinion at all. Therefore quantitative data is obtained, which means that the
data can be analyzed with relative ease.
• However, like all surveys, the validity of Likert Scale attitude measurement can
be compromised due social desirability. This means that individuals may lie to
put themselves in a positive light. For example, if a likert scale was measuring
discrimination, who would admit to being racist?
• Offering anonymity on self-administered questionnaires should further reduce
social pressure, and thus may likewise reduce social desirability bias. Paulhus
(1984) found that more desirable personality characteristics were reported when
people were asked to write their names, addresses and telephone numbers on
their questionnaire than when they told not to put identifying information on the
questionnaire.

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Methods & Tools Adopted for Analysis

Customer Satisfaction

a) Primary data : From questionnaire

b) Secondary data – Website
Research approach: Survey method
Research instrument – Questionnaire
Sample Plan – Personal interview
Sample Unit – Existing Customers of Tata Tele Services
Sampling Method: Convenience Sampling
Sample Size – 50 customers

Lead Generation

a) Primary Data: Questionnaire/Personal Interaction

b) Secondary Data: Website
Research Approach : Survey Method
Research Instrument : Personal interaction/Approach
Sample Unit: Industrial Customers in & around Pune

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CUSTOMER SATISFACTION LEVEL

37
A study of customer satisfaction level (Location Pune, around 50
customers of Tata Tele Services)
Type of Business

SR. No Options Total

1 Finance/Banking/Insurance/Share Broker 1
2 IT/Software/Web 4
3 Construction/Real-estate 2
4 Hospitality 2
5 Trade/Distributor/wholesaler 3
6 Manufacturing 5
7 Consulting Research/media/advertising/Event 2
8 Institutes 3
9 Automobile 1
10 Travel 1

Total

5
4
3 3
1 2 2 2 1 1

Total

Interpretation
I have taken Industrial customers as my sample among which Manufacturing sector
customers are most, followed by IT sector customers, using likert scale attitude
measurement by taking mode of the values of the result of respondents.

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Existing Employees of companies/customers

SR NO Options Total
1 <10 8
2 11 to 50 6
3 51 to 100 2
4 101 to 500 1
5 >500

Total

1, 6%
2, 12% <10
11 to 50
8, 47% 51 to 100
101 to 500
6, 35% >500

Interpretation
Most companies have permanent working employees under 10.

All the companies have not shared the data.

So sample is not full

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Workstations or pcs/laptops used by the customers

SR no Options Total
1 <10 8
2 11 to 50 8
3 51 to 100 1
4 101 to 500
5 >500

Total

1, 6%
<10
11 to 50
8, 47% 51 to 100
8, 47% 101 to 500
>500

Interpretation
Among my sample customers in most companies workstations or pc users are in between
1 to 50

All the samples didn’t filled the data

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Rating of Services using a 5 scale rating

SR No Options Total
1 Excellent 5
2 Good 22
3 Average 11
4 Below Average 1
5 Poor 8

Total

8, 17% 5, 11%
Excellent
1, 2% Good
Average
11, 23% Below Average
22, 47%
Poor

Interpretation
Most of the customers have rated good of the services they are using currently. That
means most of the customers are satisfied, but dissatisfied customers are also noticed
& the percentage of dissatisfied customers are almost 20%. And customers who have
given feedback as their services in average position are almost 22%. 58% customers are
satisfied with the services, which are good, but dissatisfaction can lead to switch to
competitors & loss of market share can occur.

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Problems facing by the customers

SR No Options Total
1 Connection Error 10
2 Service Problem 8
3 Price/Cost 1

Total

1, 5%

Connecion Error
Service Problem
8, 42% 10, 53%
Price/Cost

Interpretation
When it was asked about service problem, the dissatisfied customers mostly said that
Connection error occurs which is not always fault of someone, this always cannot be
controlled. But Service problem have noticed among customers which is a very
disappointing thing & this area should be focused more to make customer happy & loyal
to the company.

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LEAD GENERATION

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Lead Generation for Tata Tele service in & around Pune
Location – In & around Pune.

During this project I have visited industries in & around Pune to promote the services
offered by Tata Tele Services, & generate lead for Tata Tele Services.

This project is based on the analysis and identifying the characteristics of target
organizations for a company through customer acquisition in B2B market. This included
service marketing of the IT products with visiting existing leads as well as new leads.
Also profiling of the companies visited was done that helped towards the process of
customer acquisition for Enterprises.

Conversion:
Lead Generation Column1
Total Visited 174
Requirement 26
Percentage 14.9425287

During this project I have visited over 170 Industrial customers for generating lead &
also to get feedback. Among those I have got requirement of new services almost 30 &
the rate is almost 15%.

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 LEARNINGS

The learning outcomes during this two project:

• Communication skills
• B2B marketing approach
• Handling Rejection
• Difference in needs of customer
• Grooming
• Data handling
• Knowledge of industrial sectors/MIDC in & around Pune

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 OBSERVATION & FINDINGS

 Customers are not always in a happy mood to fill up a survey from which no way
benefits them.
 They feel disturbed and sometimes they act so rudely.
 For the service issue some customers already have moved to our competitors,
which is their strength and also because of their service issue some has come to
us.
 The service issue goes through a big medium & hence the service come lately
 Some account managers are not in touch with their customers or may be in touch
but not in a good way.
 Target Customers are not aware of all the products/services offered by Tata Tele
Services
 Because all the services may not be required by the same customers.
 There are a bit of delay in service issue in many cases.
 The reason for the service issue may not be the fault of company or a single
person’s fault.
 It was also seen that in one building different customers were using same service,
but complain coming from one or two, so Expectation of customer is also an
Issue.
 Because this service is wired base, and technical fault can come at any time
because of natural disasters or rats interfering or any such other cases.
 There are sometimes problem occurs because of lack of communication,
between customers & sales person or company, and also between employees.
 It has also come to my notice that proper documents are also a major problem
sometimes in case of taking new connection.
 Sometimes channel partners are also responsible for delay in service or
connection.

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 SUGGESTIONS

 The time required for corrective action after the customer registers a complaint
should be minimized.
 Communication between customers, employees should be clear.
 Communication between channel partners also required.

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 LIMITATION OF THE STUDY

• My sample is only 50; it is not enough samples to reach out to a suitable

conclusion, because there are thousands of Tata users out there in Pune.
• Every project has its limitations; this project is no longer exception. I had faced
a number of problems during the project work. Following are the limitations of
this study:
• The scorching summer & unexpected rain in Pune made it difficult to cover all
the areas for the survey.
• No proper knowledge of route that created problem to reach every area of Pune.
( even with help of Google map & gps it was impossible to get the proper
knowledge of area - MIDCs in Pune )
• Little trouble faced for some persons due to conservative mind and orthodox in
nature.
• Some people had no time to give me answer.
• Sometimes respondent do not tell the truth.
• Sometimes the concerned person was not there, and go back to that place again
was difficult, because some of the customers stay too far away from the city.

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 CONCLUSION

The whole study was based on field research & I want to conclude that this
project/research helped me a lot understand about customer satisfaction level based
on their needs & service they are getting, & also I have learned about the approaching
method a lot.

Though it was hard to complete this project because of lot of difficulties, but it was
fun to have challenges in path & overcome it.

There is always dissatisfaction among customers we can notice because of their

expectation of service, but it is impossible to satisfy every individual customer. And
also it is not always fault of company or someone individual for the problems customer
face.

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 APPENDIX

Questionnaire

50
51
Currently Using Services of TATA –

ILL BB DC PRI OTHER _____________________

SPEED OF THE CONNECTION / PLAN USING _____________________________

Please give us rating about our services which you are using currently

1. ILL - Excellent Good Average Below Average Poor

Problems (If any) - Connection Error Service Problem Price/Cost

Others (Please Specify) ________________________________________________

Area where we should improve more in this service (Please Specify )

___________________________________________________________________

2. PRI - Excellent Good Average Below Average

Poor

Problems (If any) - Connection Error Service Problem Price/Cost

Others (Please Specify) _________________________________________________

Area where we should improve more in this service (Please Specify)

___________________________________________________________________

3. BB - Excellent Good Average Below Average Poor

Problems (If any) - Connection Error Service Problem Price/Cost

Others (Please Specify) _________________________________________________

Area where we should improve more in this service (Please Specify)

___________________________________________________________________

4. DC - Excellent Good Average Below Average

Poor

Problems (If any) - Connection Error Service Problem Price/Cost

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Others (Please Specify) _________________________________________________

Area where we should improve more in this service (Please Specify)

___________________________________________________________________

5. Other - Excellent Good Average Below Average

Poor

Problems (If any) - Connection Error Service Problem Price/Cost

Others (Please Specify) _________________________________________________

Area where we should improve more in this service (Please Specify)

_______________________________________________________________________

Remarks :
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
________________

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 BIBLIOGRAPHY

Books

• Marketing Management - Marketing Philip Kotler

• Research Methodology – Tull n Hawkins

Websites
• http://www.ibef.org
• http://www.tatateleservices.com

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