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Natty Docomo

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Market Survey Of Mobile Service Providers(With special reference to Retailers & End Users) Location: SURAT (South Gujarat Circle)

Submitted To :External Guide:

Mr. Shubham SoodenZonal Manager, Tata DOCOMO Teleservices Ltd

Internal Guide:

Prof. D. Zacharich SamuelMarketing Department, SDA College, Surat


I, Anand Lakker, Seventh Day Adventist College, Project Trainee, hereby declare that the reference to Retailers and End Users) is an authentic work done by me.

following project report titled: Market Survey of Mobile Service Providers (with special

The information and data given in this report are true and to the best of my knowledge. I also various available resources.

acknowledge that I took the help of both primary and secondary data collection through

Anand LakkerSeventh Day Adventist College, Surat Project Trainee TATA DOCOMO.


Exchange of ideas generates a new object to work in a better way. Whenever a person is helped and co-operated by other, his heart is bound to pay gratitude and obligation to them. We are honored to be attached with prestigious organization. We extend our sincere gratitude to the management of Tata Docomo Teleservice Limited for availing us and giving us an opportunity to work with them and assisting us in our project whenever required.

We thank Mr. Shubham Sooden, Zonal Manager Tata DOCOMO Teleservices Ltd. who spared his valuable time and gave us opportunity to work and undertake this project in Tata Teleservices Ltd. and guided us throughout this project. We would like to express our sincere gratitude towards Mr. Imran Khan (Senior Marketing Executive-TATA DOCOMO), for providing us the opportunity to work and learn with them. We are extremely grateful to my esteemed project guide, Mr. Imran Khan (Senior Marketing Executive-TATA DOCOMO) for giving us an opportunity to work with him and his indispensable help and guidance throughout this project and for inspiring us to strive to achieve the best in difficult situations.

This acknowledgement would be incomplete without thanking Mr. Jimmy Modi (Senior Executive, TATA DOCOMO), who helped us in all possible manner at all possible time during the course of this project and all the above we would like to give special thanks to Mr. Aayush Makharia (Trainee, Christ College, Bangalore), Co-partner in project & our Institute faculty Prof. D. Zacharich Samuel whose timely guidance and support at crucial junctures made the undertaking of this project an enriching learning experience. Last but not least we would like ideas and suggestions. to thank all our friends who have been work with us in a special project, with their innovative


The research provides an opportunity to a student to demonstrate application of his/her knowledge, skill and competencies required during the technical session. Research also helps the student to devote his/her skill to analyze the problem to suggest alternative solutions, to evaluate them and to provide feasible recommendations on the provided data. Identifying the telecom sector as one of the prime movers to the Indian economy, new telecom policies and regulation by Government of India aims at establishing world-class telecommunications infrastructure in the country. Ranked sixth among the world telecom sectors Indian telecom services are the fastest growing of all the telecom sectors in the world. The mobile phone industry in India is growing rapidly and has even left China behind by some measures, whereas wireless operators are competing for the available and expanding spectrum. A record 5.9 Million new mobile phone subscribers were drawn by the Telecom sector in India in the month of August 2006, according to the COAI (Cellular Operators Association of India). The rise in the overall tele-density follows the increase in overall penetration of mobile phones in the country. The subscriber base has already gone above the 90 Million mark. India is likely to have 21.3 Million 3G users by the year 2010. Within the coming two years, India is expected to become the 3rd largest mobile market in the world, replacing Japan, after US and China. In the future, 3G technology needs to be harnessed fully for enhancing the penetration of broadband in the congested urban areas. The rise in demand for telecom services in India is not restricted only to the basic telephony services. It has rather expanded its horizon to cellular, radio paging, value-added services, Internet, and global mobile communication by satellite (GMPCS) services in the country. Predicting the growth many analysts envision that the demand of Indian telephony and cellular services are expected to rise further over the next few years.

Table of Contents


Page No

1. Synopsis---------------------------------------------------------------------- --------2. Indian Telecom An Insight--------------------------------------------------- -

History of Telecom---------------------------------------------------------- Indian Telecom Industry A New Horizon------------------------------------- Market Share in All India----------------------------------------- ---------------3. Government Policy----------------------------------------------------------------------4. New Trends----------------------------------------------------------------- --------5. Background of TATA DOCOMO----------------------------------------------------- -----

Tata-------------------------------------------------------------------- TTSL------------------------------------------------------------------- ------ TATA DOCOMO------------------------------------ -------- TATA DOCOMO PREPAY---------------------------------------------------------------------6. SWOT Analysis------------------------------------------------------------ ---------

Marketing Mix------------------------------------------------------------ --------7. Perceptual Mapping------------------------------------------------------ -----------8. Porters Five Force Analysis------------------------------------------------------9. Research Methodology--------------------------------------------------- -----------

Methodology------------------------------------------ ---------------------- Data Analysis of Market -----------------------------------------------10. Findings, Recommendations & Conclusion ---------------------------------

Retailers Findings----------------------------------------------------- ---------- Recommendations-------------------------------------------------------------- Conclusion-------------------------------------------------------------------------

11. Appendix------------------------------------------------------------------- --------

Bibliography----------------------------------------------------------- -------------- Questionnaires & Fact Sheet-------------------------------------------------


Objective To study the market potential of Mobile Services in Surat Region of South Gujarat Circle. Customers/Retailers requirements with respect to products offered in mobile industries. To discover ways to Enhance Acquisition & Revenue. To create an awareness about the services and products of TATA DOCOMO. Scope of Study We have conducted this research in order to study what kind of services the customers/retailers prefer in Surat region and it will be useful to the organizations for making new products.

Research Design We have used Exploratory Research and used Strata Sampling (Non-Probability Sampling) & Random Sampling (Probability Sampling) to serve the purpose, with the Customers/retailers of Mobile Phones in the vicinity of Surat. Limitations Although we have tried our level best to prepare this report an error free report every effort has been made to offer the most authenticate position with accuracy. But there may be a possibility of some error in our report also.

As whole of our project and our findings are based on the information gather through survey fact sheet, hence there might be a possibility that respondent may have given wrong or partially correct information. The research was conducted in a limited area. Less time was a major constraint. The respondent were limited so cannot be treated as a whole population.

History of TelecomIndian Telecommunication A Timeline


First operational land lines were laid by the government near Calcutta (seat of British power)

1881 1883 1923 1932

Telephone service introduced in India Merger with the postal system Formation of Indian Radio Telegraph Company (IRT) Merger of ETC and IRT into the Indian Radio and Cable Communication Company (IRCC)


Nationalization of all foreign telecommunication companies to form the Posts, of Communications

Telephone and Telegraph (PTT), a monopoly run by the government's Ministry


Department of Telecommunications (DOT) established, an exclusive provider of domestic and long-distance service that would be its own regulator (separate from the postal system)


Conversion of DOT into two wholly government-owned companies: the Videsh Sanchar Nigam Limited (VSNL) for international telecommunications areas. and Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan

1997 1999

Telecom Regulatory Authority of India created. Cellular Services are launched in India. New National Telecom Policy is adopted.


DoT becomes a corporation, BSNL

Cellular Telephony in India 1992 Telecommunication sector in India liberalized to bridge the gap through

government spending & to provide additional resources for the nations telecom

target. Private s

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