OBJECTIVES OF THE PROJECT

The objectives of this study/project as follows:

To identify the strategies Tata Docomo is following to grab the
Indian market.
To study the schemes and services provided by TataDocomo.
To study thevarious tariffs charged by TataDocomo.
To study the unique features and services offered by
TataDocomo.
To perform a SWOT analysis of TATADocomo.
To know the impact of promotional activities on

the

purchasing behavior of the buyer.

To study the Customer satisfaction level regarding the
services provided by TataDocomo.

COMPANY PROFILE
TATADOCOMO is Tata Teleservices Limited's TTSL telecom service
on the GSM platform arising out of the Tata Group's strategic
alliance with Japanese telecom major NTT DOCOMO in November
2008. Tata Teleservices has received a pan-India license to
operate GSM telecom services, under the brand TATADOCOMO
and has also been allotted spectrum in 18 telecom Circles. TTSL
and has already rolled out its services in various circles.
The launch of the TATADOCOMO brand marks a significant
milestone Indian telecom landscape, as it stands to redefine the
very face of telecoms in India. Tokyo-based NTT DOCOMO is one
of the world's leading mobile operators-in the Japanese market,
the company is clearly the preferred mobile phone service
provider with a50 percent market share.
NTT DOCOMO has played a major role in the evolution of mobile
telecommunications through its development of cutting-edge
technologies and services. Over the years, technologists at
DOCOMO

have

defined

industry

benchmarks

like

3G

technologies, as also products and services like the i-mode TM,

mobile

payment

and

plethora

of

lifestyle-enhancing

applications. Today, while most of the rest of the industry is only

beginning to talk of LTE technology and its possible applications,
DOCOMO has already started conducting LTE trials in physical
geographies, not just inside laboratories!
DOCOMO is also a global leader in the VAS (Value Added
Services) space, both in terms of services and handset designs,
particularly integrating services at the platform stage. The Tata
Group-NTT DOCOMO partnership will see offerings such as these

being introduced in the Indian market under the TATADOCOMO

brand.
TATADOCOMO has also set up a 'Business and Technology
Cooperation Committee, comprising of senior personnel from
both companies. The committee is responsible for identification
of the key areas where the two companies will work together.
DOCOMO, the worlds leading mobile operator will work closely
with Tata Teleservices Limited management and provide knowhow on helping the company develop its GSM business.
Despite being a late entrant, TataIndicom, TTSL's CDMA brand,
has already established its presence and is the fastest-growing
pan-India operator. Incorporated in 1996, Tata Teleservices
Limited is the pioneer of the CDMA 1x technology platform in
India.

Today

Tata

Teleservices

Limited,

along

with

Tata

Teleservices (Maharashtra) Ltd, serves over 37 million customers

in more than 320,000 towns and villages across the country
offering a wide range of telephony services including Mobile
Services, Wireless Desktop Phones, Public Booth Telephony and
Wire line Services.

HISTORY
Tata Teleservices Limited now also has a presence in the GSM
space, through its joint venture with NTT DOCOMO of Japan, and
offers

differentiated

products

and

services

under

the

TATADOCOMO brand name. TATADOCOMOarises out of the Tata

Groups strategic alliance with Japanese telecom major NTT
DOCOMO in November 2008. TATADOCOMO has received a panIndia license to operate GSM telecom services and has also been
allotted spectrum in 18 telecom Circles. The company has rolled
out GSM services in 14 of Indias 22 telecom Circles in a quick
span of under six months. The company plans to launch panIndia operations by the end of FY 2009-10.TATADOCOMO 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 worlds leading mobile operators-in the Japanese

market, the company is the clear market leader, used by over
50% of the countrys mobile phone users.
Corporate Philosophy
With the aim of creating a new world of communications culture,
we NTT DOCOMO will devote all the skills, know-how and energy
towards the establishment of more "personal communication"
with our customers that contribute to their heartfelt satisfaction.

A New World of Communications Culture

More personal communication
Reliable access
Real time access
E-communicationOne-to-one personal
This gives birth to a new world of communications culture
Freedom to enjoy communications anytime, anywhere with
anyone
Opening of endless lifestyle horizons

To achieve this
In order to create a world of more innovative and enriched
communications, we will improve service quality, aggressively
move forward with the development of various services. We will
also research and develop a more advanced user-friendly
communications interface, and at the same time we will provide
these services and technologies to an ever expanding area.
Customer Satisfaction:
Communications those are always ready when needed.
Capability

to

contact

whomever,

from

wherever

and

whenever the customer desires.

Happiness that comes from heart-to-heart communications.
Bringing customers another step closer to realizing their
dreams.
Responding to every customer with consideration, courtesy
and thoroughness.
Providing products that give customers easy and convenient
access to cutting-edge functionality.
To achieve this
First and foremost, we will fulfill expectations of customers by
fulfilling our response to their needs through improved
service

quality,

building

original

networks,

enriching

functionality and expanding the service area. In addition, by

providing an expanding and ever-improving selection of
services at inexpensive rates, we will deliver satisfaction to a
growing diversity of customers.

 Making the most of the talents of each individual in our

company.
Respect for the individuality and sense of values that are
unique to each person.
Enable internal corporate communication to flow free from
vertical and horizontal organizational barriers.
Make the most of the ideas of each individual.
Foster

corporate

culture

that

is

not

restricted

by

conventional thinking and systems.

Create a creative office environment that supports the
fulfillment of the individual.
Fostering an "open" corporate culture that welcomes the
ideas and views of the individual.
Evaluate personnel based on their merits.
Build a company that overflows with a challenging spirit.
To achieve this
By improving our system and programs for the enhancement of
human resources and unifying our human resource development,
we will empower each individual to exert their skills to the
utmost of their capabilities and discover new potential. At the
same time, we will strive to create a workplace that motivates
individuals through measures such as improvement of the
working environment and labor conditions and enhancement of
health and welfare benefits.
VISION

We will leverage our strength in executing complex global scale

projects to make leading edge information and communication
services affordable by all individual consumers and business in
India. We will offer unparalleled value to create customer delight
and enhance business productivity. We will also generate value
for our capabilities beyond Indian borders while enabling millions
of Indias knowledge workers to deliver their services globally.
STATISTICS
Third largest telecom network in the world.
Error! Hyperlink reference not valid.Largest operator in
INDIA is BSNL.
INDIAS mobile market is the fastest growing market in the
world.
Worlds leading Japan based Telecom Company.
Over the years technologies of DOCOMO has defined
industry bench marks like 3G technology.

It is the global leader in value added services.

TATA telecom Incorporated in 1996.

Tata

Teleservices

is

the

pioneer

of

the

CDMA

1x

technology platform in India. Deep involvement in the

launch of 3G has inspired us to create an infrastructure
that will allow people and all kinds of objects to
communicate a wealth of information. Extended systems
will link the home, the office and any number of other
locations to bring greater convenience to all aspects of
everyday life. For the future, it is our aim to incorporate
information gathered by all five senses to achieve an
array of services far beyond anything envisaged to date.
NTT DOCOMO is already making rapid progress in such
areas through a wide range of innovative research,

building expertise and techniques as we move forward

towards exciting new business opportunities.
Innovating dreams
Our goal is to create a broad array of exciting new
services.

Services

that

will

bring

undreamed-of

convenience to people everywhere.

In addition to Audio Barcodes and 3D Display System
introduced in this website, cutting edge technologies
beyond the imagination are already under development.
These include a system that makes distant objects feel
like an extension of the human body for ultra realistic
experiences, and advanced chips that will allow items
such as household appliances to communicate. What's
more, we are actively realizing 4G technology such as
MIMO

(Multiple-Input-Multiple-Output)

technology

and

wireless

access

multiplexing
communications

system, as well as contributing to the establishment of

specifications for global standardization.
Researchers at NTT DOCOMO have a clear vision of the
future. A future that will unite all of the above advances
and many more, to create a world where people can
communicate at a higher level, regardless of time and
space
Telecom

industry

in

India

is

dominated

by

major

companies like Airtel, Vodafone in GSM services.

Competition is very intense due to low differentiation.
India ended March this year with 391.76 million mobile
lines and teledensity is around 36.98.

Airtel enjoys 33.9%, Idea 11.6% Vodafone 19.6 and Tata

CDMA has 7.2% of market share respectively.

 PRICE

It having attractive tariff plan:TATADOCOMO having

1paisa /sec it is applicable for both prepaid and
postpaid.

Disruptive Innovation in the Indian Telecom Industry by

TataDocomo
Wikipedia defines disruptive innovation as an innovation that
improves a product or service in ways that the market does not
expect, typically by being lower priced or designed for a different
set of consumers.
Indian Telecom space was Disrupted by TataDocomo when they
came out with a 1 paisa per second tariff.
We have earlier seen how Reliance India Mobile changed the
mobile industry by coming up with the lowest tariff in the
beginning of this decade. The call charges were around Rs 2-3
per minute and because of Reliance this was brought down to
around Re 1 per minute.
TataDocomo was the next one to employ disruptive innovation in
the Indian mobile industry. Currently the game is not played on
the price front but Value added services front, which is evident
from the advertisements of Airtel (Madhavan and VidyaBalan)
and Vodafone (Zoozoos) in the past.
If Aircel is redefining how telecom operators approach value
added services and GPRS in India, TataDocomo is doing its bit to
change billing practices.
The joint venture between Tata Teleservices and Japanese
telecom major NTT Docomo officially began rollouts with a plan
to invest $2 billion for its pan-India GSM services.
Customer Satisfaction
The 21 century belongs to the service sector. The customer of
yesteryear was a silent person who uncomplainingly purchased

the goods from the market place. There is a new customer

emerging today. Customer satisfaction can be defined as,
customer satisfaction is the feeling derived by the consumer
when he compares the actual performance of the products with
the performance that he expects of it.
The measurement of the customer satisfaction typically begging
when a company realizes that their customer s is the people,
who provide the revenues that, hopeful, will cover expenses.
Most companies start by establishing a customer satisfaction
baseline. Then they target year by year improvement.
Understanding customer requirement and delivering superior
quality goods and services to achieve composer satisfaction lead
to the retention and growth of the customer.
General Idea about the satisfied customer:
Satisfaction

is

personas

feeling

of

the

pleasure

or

disappointment. It is resulting from comparing a products

perceived performance with his or her expectations from it.
Satisfaction is more of an emotional concept. Today organization
are aiming at high satisfaction rather than at customer delight
because customers who are
just satisfied still find it easy to switch over when a batter offers
comes along. Those who are highly satisfied are much less ready
to switch over. High satisfaction or delight creates an emotional
bound with the brand and customer starts looking at an offering
emotionally and just rationally.
The aim of marketing is to meet and satisfy target customers
needs and wants but knowing customer is never simple.
Customer may state their needs and wants but act otherwise.
They may not be in touch with their deeper motivations. They

may respond to influential to change their mind at the last

minute. Some of todays most successful companies are raising
expectation and delivering performances to match. These
companies are aiming at TCS- Total customer Satisfaction.
Increasing competition (whether for-profit or nonprofit) is forcing
businesses to pay much more attention to satisfying customers.
In a competitive marketplace where businesses compete for
customers, customer satisfaction is seen as a key differentiator
and increasingly has become a key element of business strategy.
Customer Loyalty:

These four factors will greatly affect your ability to build a

loyal customer base:

Products that are highly differentiated from those of the

competition.

Higher end products where price is not the primary buying

factor.

Products with a high service component.

Multiple products for the same customer.

Loyal Customers and Loyal Workforces

Building customer loyalty will be a lot easier if you have a loyal
workforce not at all a given these days. It is especially important
to retain those employees who interact with customers such as
sales people, technical support, and customer-service people.
Many companies give a lot of attention to retaining sales people
but little to support people.

The increasing trend today is to send customer service and

technical support calls into queue for the next available person.
This builds no personal loyalty and probably less loyalty for the
firm. Before going this route, be sure this is what your customers
prefer.
Instant Feedback:
Recently, many organizations have implemented feedback loops
that allow them to capture feedback at the point of experience.
For example, National Express, one of the UK's leading travel
companies invites passengers to send text messages whilst
riding the bus. This has been shown to be useful as it allows
companies to improve their customer service before the
customer defects, thus making it far more likely that the
customer will return next time.
Listen to your customers:
Is there anything more exasperating than telling someone
what you want or what your problem is and then discovering that
that person hasnt been paying attention and needs to have it
explained again? From a customers point of view, I doubt it. Can
the sales pitches and the product babble. Let the customer talk and
show them that you are listening by making the appropriate
responses, such as suggesting how to solve the problem.

MARKETING STRATEGY
TataDocomo appears to be banking heavily on its tariff plans the
company is offering a 1 second pulse instead of the usual 1
minute pulse that other telecom operators are offering. This
means that consumers are charged on a per second basis,
instead of a per minute basis, and end up saving money on
unused seconds. A nifty little application How much can you
really save on Docomos website explains how this works. Rs.
0.01/second is a marked change from the Re 1/min and Rs.
0.49/min charges that usually applies.
MARKETING MIX
4PS OF MARKETING MIX:
Product
Price
Place
Promotion.
PRODUCT:
TATADOCOMO

having

good

range

of

services.TataDocomo

provides both postpaid and prepaid services. TataDocomo having

good quality network which provides clarity in voice.

PRICE:
It having attractive tariff plan: TATADOCOMO having 1paisa
/sec it is applicable for both prepaid and postpaid.

PLACE:
It is having good range of channels of distribution: As Tata
already exist in this field of telecommunications as TataIndicom.
It has wide range of channels of distribution to sell TATADOCOMO
services.
PROMOTION:
Advertising:

TATADOCOMO

following

different

style

of

advertising pattern in TV and newspapers. Due to that reason it

was reaching public very fast.

TATADOCOMO PRICING STRATEGY

TataDocomo appears to be banking heavily on its tariff plans the
company offers a 1 second pulse instead of the usual 1 minute
pulse that other telecom operators were offering. This means
that consumers are charged on a per second basis, instead of a

per minute basis, and end up saving money on unused seconds.

A fifty little application How much can you really save on
Docomos website explains how this works. Rs. 0.01/second is a
marked change from the Re 1/min and Rs. 0.49/min charges that
usually apply.
Now while this plan might sound unique, it isnt that it
hasnt been tried before

back in 2004, TataIndicom had

launched 1 second pulse plans, which going by their current

plans, appears to have been shelved.
At present, TataDocomo has launched voice portals, 24-hour
music, cricket commentary and voice chat, apart from offering
free Missed Call Alerts and VoiceMail. Interestingly, voice based
services are also being priced with a per-second-pulse: 24 hour
music and voice chat are priced at Rs. 0.02/second. Caller Tune
search service Genie is also being priced at Rs. 0.02/second.
This is a marked change, again, from the per minute pricing, and
can offer consumers cheaper options.
An initiative that has taken the service provider industry
by storm
The pay per second model has really paid off well for the latest
entrant in the Indian GSM space, Tata-Docomo. The new pricing
strategy from Tata-Docomo has changed the rules of the GSM
game, which is dominated by AirTel and Vodafone. Tata-Docomo
also launched its first mobile handset in September 2010.
Mobile pricing innovation TataDocomo now charges per
website for Mobile Browsing!
This is surely a first world over TataDocomo have gone ahead
and launched an innovative mobile Internet offering which allows
users unlimited usage of their favorite websites on mobile for a
fixed cost.

TataDocomo has been forefront in coming up with various

attractive

pricing

schemes,

especially,

in

the

pay-per-use

paradigm. They were first to introduce pay per second billing on

calls, which now is followed by every mobile service provider.
They followed it with pay-per-minute and pay-per-call pricing
plans as well which has made them one of the fastest growing
Mobile companies in India.
The new pay-per-website offering however, takes it to a complete
different level and unheard of pricing strategy. This is a very
thoughtful strategy and something which has potential to growth
rapidly. TataDocomo pricing strategy.
Pay per site offer two combination:

Those only interested in single websites need to pay Rs 10 per

site

Those with multiple site browsing needs can opt for a combo
pack at just Rs 25 per month.
Customers have a bundle of options within various categories of
social networking sites (Facebook, Twitter, and Linked In, Orkut),
mail options (Gmail, Yahoo, Rediff) and chat messengers (GTalk,
Yahoo! Messenger, Nimbuzz).
Having said this, there is also a caveat If you thought it was
valid for unlimited useit is not.
TataDocomo pay per site plan categorizes each service under 2
different genres Social Networking Site and Emailing & Instant
Messaging. Each site under this genre is priced at Rs. 10/bundled with 200 MB free data usage valid for 30 days, post
which customers will be charged at 1p/kb. There are also 2
Combo options SNS Combo Pack and Emailing Combo Pack and
each Combo Pack is priced at Rs. 25/- bundled with 500 MB free
data usage post which the customers will be charged 1p/kb.

We have been quite impressed the way TataDocomo have gone

about their innovative pricing models as well as marketing
strategies.
Per Character SMS Pricing
On 8th September 2009, the GSM branch of the Indian carrier
Tata introduced a novel pricing strategy for text messaging.
Under the brand Diet-SMS, Tata-DOCOMO bills its customers
by-the-character, rather than on a per message basis.
It is a very attractive marketing scheme, since many wireless
subscribers, almost by habit, tend to pepper their text messages
with abbreviations and acronyms.
Under the new plan, Tata-Docomo charges one paisa per
character. For example, a text which reads tnx (for thankyou) is charged at 3paise instead of the normal sms charge.
The Impact
TataDocomo has gathered significant market share, owing to its
pricing strategies.
Existing mobile operators are matching the price and the clear
winners are the subscribers since all the competition is sending
the prices downhill.
TataDocomo pricing strategy.

ADVERTISING MEDIA CHANNELS

India TataDocomo, the youngest among telecom players in
India to offer GSM, is Presently banking on its services to garner
visibility and a share in the telecom pie. The launch of
TataDocomo also announced the intention of the brand to
associate with the thought 'do'. TataDocomo, for the first time in
the country, offered pay-per-second billing; though other telecom
providers have followed suit since. The company has carried out
a few adverts that highlight the brand's unique features and
some other topical advertising during Ganesh Chaturthi and
Diwali. The latest from the GSM provider is the 'Friendship
Express' TVC. The ad opens inside train, where everyone is doing
their own thing. A couple of the travelers don't like the solemn
mood and start humming the Docomo tune. Slowly and steadily,
others pitch in and soon most of the train is singing along. The
ad ends with the super, 'Why walk alone when we can dance
together'.Cutting through the clutter that the Indian telecom
landscape finds itself in with customers forced to jostle with
confusing and complicated products, services and tariff plans
Tata DOCOMO is Doing the New again, with the launch of its
new

brand campaign,

aptly

titled

Keep

It

Simple.

Tata

DOCOMOs unique Keep It Simple Campaign is in a form of a

stand-up comedy show with many episodes, which will be aired
during the course of this IPL season. It focuses largely on how
Tata DOCOMO simplifies the telecom experience, and hence the
consumers

life,

by

providing

differentiated

products

and

services. Each individual advertisement starts by illustrating a

complexity in the category, and presents the Tata DOCOMO
product and/or service as a means of simplifying things. This
campaign

is

simple,

captures

the

Ranbirdepicting those of Tata DOCOMO

various

moods

of

Advertisement strategy
TataDOCOMO ropes in RanbirKapoor as brand ambassador
NEW DELHI: TataDocomo, the GSM brand of Tata Teleservices
(TTSL), today appointed Bollywood star RanbirKapoor as its
brand ambassador.
The company has inked a two-year contract with Kapoor and will
roll out various televisions, print and outdoor campaigns with the
actor, starting with the upcoming Indian Premier League (IPL)
tournament.
"We think TataDocomo is an inspirational brand and so is the
charm and personality of RanbirKapoor, so it is a great match.
We will leverage him in various campaigns to build the brand
further," TTSL Head Corporate Marketing Gurinder Singh Sandhu
told PTI.
TataDOCOMO will undertake various marketing initiatives with
RanbirKapoor, including television commercials, print campaigns,
outdoors and retail front displays, he added.
The company will introduce its new campaign during the IPL
tournament, which kicks off on April
According to media analysts, TataDocomo is expected to spend
in excess of Rs 50 crore for the 360-degree campaign during the
IPL season.
Other

telecom

operators

like

BhartiAirtel,

Idea

Cellular

and Reliance Communications have also appointed Bollywood

stars as their brand ambassadors.

While Airtel has worked with Shahrukh Khan, Saif Ali Khan and
KareenaKapoor, Idea Cellular has AbhishekBachchan as its
ambassador.

Reliance

Communications

has

worked

with

HrithikRoshan.
Vodafone, on the other hand, has found success with its
'Zoozoos', the egg shaped cartoon characters featured in its ad
campaign.
Market Competitors of TataDocomo:
Airtel
Reliance Communication
BSNL
Idea
Aircel
Vodafone

SERVICES & NETWORK AVAILABLE

Currently, TataDocomo mobile services available in
these following circles:
Bihar & Jharkhand
Tamil Nadu
Orissa
Andhra Pradesh
Karnataka
Kerala
Kolkata
Maharashtra & Goa
Madhya Pradesh
Chhattisgarh
Haryana
Chennai
Eastern Uttar Pradesh
Western Uttar Pradesh
Punjab
Rajasthan ,Recently LaunchedAandRest of West Bengal,
Recently Launched.

PLANS
Tata

DOCOMO

Daily

Plans. When every day

is different, why have a
fixed plan? A brand new
day calls for a brand
new plan. Choose from
Daily

plans

on

local,

STD, Night calling, GPRS

& Music and make your
own Daily Plan.

Benefits:

Anytime purchase

Minimal cost

Ease of process
How to subscribe:
Dial *141# and choose from Daily plans on local, STD, Night
calling, GPRS & Music.

Product options:-

Daily Rental Packs (Rs.2)

All

local at 1p/2sec

STD

at 3p/4sec

Weekly Rental Packs (Rs.10)

All local at 1p/2sec

STD at 3p/4sec

Local

Night On-net at 1p/10sec

Local Night On-net at 1p/10sec

Local

On-net at 1p/6sec

Local On-net at 1p/6sec

USA/Canada
Gulf
All

& UK(F) at 3p/sec

at 11p/sec

local & National SMS at 1p

USA/Canada & UK(F) at 3p/sec

Gulf at 11p/sec
All local & National SMS at 1p

Talk More
Night Talk

30 local minutes @ Rs.5 on

Now converse through the night.

Tata DOCOMO Network.

60 Free Local Night minutes on

30 local minutes @ Rs.12 across

Tata DOCOMO Network.
Networks.

30 local/National minutes @ Rs.14

30 Free local On-net minutes @ Rs.3

10 Local/National minutes @ Rs.5

20 Free local minutes @ Rs.5

a.

World Calling

GPRS

10 minutes to USA/Canada @ Rs.20

10MB Free Browsing @ Rs.5 only.

a.

Entertainment
15 minutes FREE music @
Rs.5

5 minutes to USA/Canada @ Rs.10

a.

Cricket
Cricket Alerts @ Rs.5/day

Terms and Conditions:

Daily implies active till 12 midnight on the same day of pack

activation. Ex: A subscriber activated the pack on 25 th Feb'10
then the pack with daily validity will expire at midnight of 25 th
Feburary'10#.

In case on night packs the expiry of the pack will be 7 am of

the next day of activation of the pack. Ex: A subscriber activated
the night pack on 25th Feb'10 then the pack with daily validity will
expire at 7 am of 26th Feburary'10#.

The pack will get activated maximum within 2 hrs of request

receipt on the system. You will get an automated confirmation
SMS once the same is configured on our systems.

You can activate multiple packs in a day.

Competitor Analysis

The competition has intensified the past few months

with new players and schemes coming in. There has never been
a better time for the customer to get a mobile phone connection
There are at least six if not more operators to choose
from in ever circle. In June 09, TATA DOCOMO broke the old
system of tariff by introducing per second billing system. As soon
as they did this, the other followed suit with price cuts
everywhere. Suddenly the idea of calls being free was not so
outrageous. The prices were reduced to such an extent that the
viability of the business was in questions. The competitive
environment of TATA DOCOMO can be looked at from the
following perspectives
Market share

The government issued fresh licenses in 2008.As a

result of this the market gets crowded though incumbents still
hold larger market shares are shown above. However a point to
note is that the new players have lower entry costs with very

deep pockets. They also have no legacy issues like the older
players and hence are more adept to changes market situations.
The cost of infrastructure has reduced dramatically due to the
market growth and DOCOMO had an advantage here.

MARKET CAPITALISATION:

As profits margins are becoming thin, the market capitalization of

listed telecom companies has fallen. Though there have been
some signs of recovery
AirtelvsTataDocomo
The equal competitors are coming up with their new tariffs,
plans, special packs and their varying services to prove
themselves to be much competitive and trying to anchor them
firmly in this mobile sector.
Currently the TataDocomo came up with its services with an all
new tariff scheme of pay per second which has brought out a
massive revolution in the market.
On 30th Oct the leading mobile service provider BhartiAirtel
launched their much awaited Pay per Second tariff all

throughout

India.

The

tariff

comparison

with

Airtel

and

TATADocomo is as follows,
Airtel with its inception on 2001 renders number of customers
but their tariff, call rates to different network makes confusion
and remains unstable. But Docomos 1p/sec throughout India
makes consumers to keep track of their account and controls
expenses.
Airtel has kept different SMS charges even in their Pay Per
Second plan with local sms being charged at Re.1 and National
sms at Rs.1.50, whereas Docomo introduced SMS charges based
on the number of characters. No recharges are needed to opt for
per second calling after one year.
Package activation of Airtel ranges from Rs.64 to Rs.99 and
varies from circle to circle. Docomos does not charge anything
extra for activating the per second pack since the tariff plan by
default is on per second basis.
The Airtel tariff calculation is hard ranging from 1p/sec to
1.2p/sec , but 20% higher to other operators whereas A2A calls
are kept at 1p/sec and that to other operators are charged at
1.2p/sec. But TataDocomo is offering a limited period offer of STD
calls at 1p/sec.
But Airtel is older than Docomo so it has compact network links
than Docomo , so this is the place where Docomo has to
establish itself.
Meanwhile it is found that Docomo with both GSM and
CDMA network added over 4 million subscribers in September,
beating market leader BhartiAirtel yet again. Airtel had 2.5
million new users in September.
The battle has just begun as new operators are still to join
the war. Do have your say what you edict is going to be ?

SWOT ANALYSIS

STRENGTH

WEAKNESS

OPPORTUNITIES

THREATS

STRENGTHS:

First to introduce seconds tariff plan (seconds pulse)

Good brand image of Tata services

Having large variety of plans

Plans are affordable by any common person.

WEAKNESS:
Signal strength.
Postpaid connections are not available as of now.
Customer services are not satisfactory.
Concentrating only on rural areas.
OPPORTUNITIES:

Have a great opportunity to expand its services.

To introduce any new plans for internet users.

Introduce 3G compatible services.

To introduce new combined plans like, SMS, Internet, Calling

integrated offers.

THREATS:
If signal strength is not increased it may lead to change in the
network service by the customers.
Tata has to clarify whether this 1ps/sec will continue till its
lifecycle.
Heavy competition from all other network providers.

INTERNAL ENVIRONMENTAL ANALYSIS OF TATA DOCOMO

Brand Image of Tata and Docomo
This is another important factor which proves as a major strong
point for Tata Docomo. Tata DOCOMO is Tata Teleservices Limited's
(TTSL) telecom service on the GSM platform-arising out of the Tata
Group's strategic alliance with Japanese telecom major NTT
DOCOMO in November 2008. Both of these are Big brand names in
their respective countries; viz. Tata in India and NTT Docomo in
Japan. Tokyo-based NTT DOCOMO is one of the world's leading
mobile operators-in the Japanese market, the company is clearly
the preferred mobile phone service provider in Japan with a 50 per
cent market share. Variety of plans on offer Tata Docomo focuses
not only on the price but also makes sure that the variety of
services offered is not compromised. There are a number of tariff
plans for post pay customers as well as for prepay customers.
WEAKNESSES OF TATA DOCOMO
One major weakness of this organization would be the lack of
adequate infrastructure to service the subscribers that it may
initially achieve owing to the low prices. The key issue would be
network coverage, where the customers would prefer that a call go
through, or not be disconnected, than save Rs. 0.5-Re.1 on a call.
At the same time, since operators have so far been focused on the
land-grab...
MORALE OF EMPLOYEES IN AN ORGANISATION
Good Morale
Morale is a way of describing how people feel about their jobs,
employers and companies, and those feelings are tied to the
behaviors and attitudes that employees exhibit in the workplace.
When employees have good morale, they feel committed to their
employers, loyal to their jobs and motivated to be productive. They
work harder, produce more, meet deadlines and give it their all.
Low Morale
According to BNET, a website that offers business management
advice, low morale takes a toll on employee performance and
productivity. Employees become less motivated to work, less
committed to their employers, exhibit an attitude of indifference
and are absent more often. Companies pay the consequences of
low morale, as less work gets done and time and money are
wasted. Such characteristics may not always indicate low morale.
Be sure that you don't misdiagnose employees as having low
morale when they may just be having a bad day. Low morale is
indicated by a pattern of these behaviors and attitudes over time.

MANAGEMENT SYSTEM OF TATA DOCOMO

The goal of the Management System and OrganisationOptimisation
is to introduce a new organisation and management system at the
level of a selected company or a group of companies (holding), as
the case may be. The solution's standard subject matter is the
conceptual preparation of the client's new organization and the
implementation thereof, which is broken down into detailed
organisational and functional patterns including job structure and
category. Other steps include a preparation of the company's
(holding) management rules, setting the basic functions,
competencies,
powers
and
responsibilities
for
individual
management levels of a company (holding), and the preparation of
a company's (holding) basic internal policies.
ORGANISATIONAL CULTURE OF TATA DOCOMO
In TATA DOCOMO the organizational culture is the workplace
environment formulated from the interaction of the employees in
the workplace. Organizational culture is defined by all of the life
experiences, strengths, weaknesses, education, upbringing, and so
forth of the employees. While executive leaders play a large role in
defining organizational culture by their actions and leadership, all
employees contribute to the organizational culture.
EXTERNAL ENVIRONMENTAL ANALYSISPolitical
Not favourable in terms of Recent spectrum allocation {2Gscam}.

Political lobbying is prevalent and many companies are taking

advantage of it.It has become ubiquotious and creates lots of
hassels for the firms.

Due to 2G Scamtherre will be tighter control and auditing

system.

Also UPA will bring some new changes as the social pressure
is so high{Anna hazaremovemenet}.Some new guidelines are
coming up.

TATA may get truly benefitted by their inherent policy of no

form of corruption.TATADocomo should be ready for a patient game
so that this political uncertainity gets settled.

ECONOMICAL
Teledensity has improved from under 4% in March 2001 to
53% by the end of March 2010.Cellular telephony has emerged as
the fastest moving business segment.

Due to high growth rate,hgherteledensity and sustainable

domestic demand cellular telephony will surely reamain in the pink
of health in India.

Unexplored rural market.Usage may be low but volume can

be high.

Due to immense competition and lowest call rates in the

world there are wafer thin margins as well.

SOCIAL
Youth population is increasing,adoption to new technologies
has become daily routine,more litracy rate and more purchasing
power of Domestic consumers makes this industry more than
attractive.

Youth will control the economy within next 10 years and

companies need to meet their ever changing and newest
deamands.

Plans and tariffs need to be updated according to current

demand and social habbits.

Devolopment of new apps and cool value added services are

in demand.
TECHNOLOGY
Tata Docomo is enjoying the distinct advantage of the
backing up of NTT Docomo which proven innovative technology.It is
first in Inidia to roll out 3G services in India resulted a growth of
30%-40% in VAS and also planning to bring in 3G enabled mobile
phones at an affordable price.

It
should
try
to
capitalize
the
capabilities
of
Wimaxtechnologies,a high speed data connection,which is
supposed to have 12 million subscribers by 2012.

As 3G technologies has made in roads in India there is a

growing emphasis on speed and coverage.

ENVIRONMENTAL
People have growing concern about the kind of damage
cellular wave do to the brain and other parts of the body.

TATA Docomo should be the first to acknowledge the concern

of the people by innovating ways that that can make the waves
less harmfull.

LEGAL
Recently due to alligations and speculations surrounding the
2G Spectrum sale many service providers are in legal doldrums and
have to face wrath of CBI and judiciary.

Whereas TATA Docomo has benefitted from his fare policies,it

should par its back for this and march on with the progress it has
seen with full vigour,

STP ANALYSIS-

Recommendations

The

availability of

recharge

voucher should be made

available when required by the customers. As this give the good

impression about the company.

The network coverage is another asset for the companys

image, which needs to be preserved in future.

The overall image of the customer care services was found to

be good but with some loopholes related to delays in problem
solving.

The company should be more prompt in handling the queries

and problem of the customer, which is vary essential for the
prepaid card so as to retain the customers with the company in
future.

The customer care executives should be more efficient in

handling the customer and also more friendly and polite their
conversation, while dealing with the customer.

After sales service is required to be maintained properly,

which is not up to the mark

Call rates is affordable so it should be maintained at this

level.

Many people are using mobile, but majority of them are not
aware of the technology they are using. Manytines it happens
that a person doesnt know which technology satisfied his need.
Hence awareness should be created among them regarding
advantages and differences in the technology.

Supplementary facilities like call wait, call forward, call hold,

call divert, call conference should be made more effective to
attract customers.

CONCLUSION
After analysis and interpretation of the data it can be
concluded that TataDocomo is providing a broad range of various
schemes ranging from international calling to hello tunes. This is
the critical factor to attract various customers. Wide range of
schemes is also leading to increase in number of customers with
rapid pace for TataDocomo.
Tariff charges introduced by the TataDocomo are found
to be cheaper than other services. TataDocomo has emerged as
a giant killer due to their tariff plans and heading towards the
position of dominator.
TataDocomo is providing some unique features and
services like pay per second, SMS per character, pay per site
plans

that

are

making

them

being

different

from

their

competitors.
Awareness of the TataDocomo is spreading widely among
people due to their promotional activities. Buyers are now
insisting for cheaper plans or threatening to opt out.
Majority of the customers are satisfied with the services
of the Tata Docomo and they are not ready to switch on to other
service providers.