Brand-Tata Indicom Submitted To: Institute of Management and Globle Education PGDM 2010-12
Brand-Tata Indicom Submitted To: Institute of Management and Globle Education PGDM 2010-12
Brand-Tata Indicom Submitted To: Institute of Management and Globle Education PGDM 2010-12
PGDM 2010-12
Submitted to
Submitted by
Vinay dixit
SEM 1 st
8
WINING BRAND STRATEGIES
Retention strategy
Tata Indicom has set its mind to give a tough fight to its competitors by giving users
benefits they never even thought of. This strategy by Tata which provides existing Tata
users who have completed 6 months of usage to upgrade to a better cell phones. These
cell phones are priced at a discount and are backed by free talking minutes. Thus Tata is
providing double benefits to its users, which is an attractive one.
Pay Per Second
Pay per Second tariff with lower call charges to its subscribers across all telecom
circles, TATA Indicom grabs the huge amount of market by this strategy. This strategy
gives the high competition to its competitor. when this strategy adopt by everyone ten it
come up later with 3 on 3‘ bonus offer where in if subscribers make a continuous call
for 3 minutes then they can avail the next 3 minutes absolutely free on the same call.
Pyar ka bandhan
To counter the reliance 499 pack strategy (Reliance to Reliance free) they have adopted
the strategy of Pyar ka bandhan offer in which one connection of Tata Indicom you get
another connection free and the making the call also will be free between these two
connection.
Ulta plan
From ulta plan customer can get a cheapest call rate than local. Here company is
targeting student ,worker or employee who lives away from their house. This plan is
very beneficial for that people.
Market research
Objectives of the study
Primary objective:
To study the customer evaluation of TATA Indicom services at Kerala market.
Secondary objectives
To find out the telecommunication users in the Kottayam market.
To know the age and gender wise classification for usage of
telecommunication facility.
To find out which all services have been tried by the respondents so far
To know the customer’s opinion about the competitors of TATA Indicom
To know the factors affecting the purchasing behavior of
telecommunication customers.
To find out the attributes that affects the buying behavior of the TATA
indicom service
To find the customer’s attitude towards TATA Indicom services
To find out the customer’s opinion about the hand set which provide by
TATA Indicom.
To know the satisfaction level of recharge vouchers offered by the company.
To find the reasons for cancellation of TATA Indicom connection.
Significance of the study
Consumer feedback is providing the market reflections to the marketer. This
enables them to gain awareness about their market performance and
customer preference. The conducted study examined the customer satisfaction status
on various service offerings by TATA Indicom and the major focus has given
to draw the reasons behind cancellation of services. The results related to the
said area are an eye opener to the marketer for identifying his gaps and fix it
at the earliest.
The ruling factors of today’s market is having a common axis named
‘consumer’, who is deciding the destiny of any firm in the market. Hence the
study on related area is having significance to the selected telecom operator
and since it is common to other operators in the same and related field, the
problems that had drawn through the survey may be a reference for other
marketers also. The researcher had gained familiarity and practical exposure
to the real market world through the conducted study. This can also be a
secondary source for other people who plan or are conducting studies in the
similar area.
INDUSTRY PROFILE
The Indian Telecommunications network with 110.01 million connections is
the fifth largest in the world and the second largest among the emerging
economies of Asia. Today, it is the fastest growing market in the world and
represents unique opportunities for U.S. companies in the stagnant global
scenario. The total subscriber base, which has grown by 40% in 2005, is
expected to reach 250 million in 2007. According to Broadband Policy
2004, Government of India aims at 9 million broadband connections and 18
million internet connections by 2007. The wireless subscriber base has
jumped from 33.69 million in 2004 to 62.57 million in FY2004- 2005. In the
last 3 years, two out of every three new telephone subscribers were wireless
subscribers. Consequently, wireless now accounts for 54.6% of the total
telephone subscriber base, as compared to only 40% in 2003. Wireless
subscriber growth is expected to bypass 2.5 million new subscribers per
month by 2007. The wireless technologies currently in use are Global System
for Mobile Communications (GSM) and Code Division Multiple Access
(CDMA). There are primarily 9 GSM and 5 CDMA operators providing mobile
services in 19 telecom circles and 4 metro cities, covering 2000 towns across
the country.
Brand ambassador of Tata indicom
Cricket star Iran path an and Yusuf path an is brand ambassador of Tata
indicom.
NTT DoCoMo bought 26% in Tata Teleservices in 2008 for $2.7 billion. The
Japanese company specializes in third-generation, or 3G, services which it
anticipated would come to India soon at the time it bought stake.
Overall, TTSL has spent Rs 8,000 crore to Rs 9,000 crore, including around
Rs 7,000 crore on spectrum fees, on its 3G launch so far.
The company will remain committed to TTSL’s win in the Indian telecom
race, he said. “We are not financial investors, we are strategic. If we just
wanted financial return, we would have selected another more profitable
operator. Our success is in Tata’s success.”
Tata Indicom offer: Talk endlessly for Re 1
According to Times of India
Telecom operator Tata Teleservices on Tuesday launched a scheme that will
enable its CDMA subscribers to talk endlessly for just Re.1.
Breaking away from the usual practice of charging subscribers on a one minute-
pulse basis, Tata Teleservices CDMA callers will be charged Re.1 for all local
calls and Rs.3 for long distance calls, regardless of the duration of the call.
The pay-per-call product has been launched on the prepaid platform, and
subscribers opting for it will be charged a daily fee of Re.1.
The company is also offering short messages service (SMS) at Re.0.50, for both
local and national SMS.
The pay-per-call service will be offered by Tata Indicom, the CDMA arm of Tata
Teleservices.
"Pay-per-call will change the pricing paradigm in the telecom space," said Tata
Teleservices managing director Anil Sardana.
Added Vineet Bhatia, the company's chief operating officer for Delhi and head of
the northern region: "The service gives consumers freedom to talk to their hearts'
content without any of the hassles they face on the charging front."
SWOT ANALYSE
Strength
Brand recognition.
Cost effective service.
Technical expertise.
High customer satisfaction.
Weakness
Low ARPO.
Limited variety of handsets.
Unable to attract post-paid.
User & corporate customer.
Limited Tariff plans.
Opportunities
Government policy of providing unified liceness.
Introduction of 3G network in India.
Contribution of rural subscriber is only 24%.
Increase demand of wireless internet.
Threats
Increase number of competitors.
Reducing ARPU.
Competitor‘s aggressive marketing.
Competitor‘s superiority in broad brand.
Customer shift towards GSM service provider.
7p’s
Product
Landline
Mobile internet.
Wireless internet.
Mobile connection.
price
Competitive pricing strategy.
promotion
Television advertisement.
Call from with special recharge offer.
Free downloading for internet facility.
Handset upgrating program for all individual post paid customer.
Special discount with purchase of handset etc.
Place
Present in all 22 circle.
Has corporate head quarter in Mumbai.
people
Customer relationship offers friendly.
Disciplined staff.
Process
Manufacture.
Distributor.
Retailer.
Consumer.
Physical evidence
Phone on offer.
Simcard, modeletc attractive and convenient.
Current position
Tata indicom company is 5 largest company with 11.05% .And in wireless
subscriber where tata indicom have 4th position. Bharti airtel is on top position in
wireless subscriber. And 4th rank in wirline with 3.38%.2nd rank in CDMA ,here
again Bharti airtel is on top.
Financial analysis
As compare to previous year their income increase by 10.90% in 2009-10.
And unfortunately company net loss increased by nearly 86% in 2009-10.
Financial analysis
Current ratio is0.4 in 2009-10 against 0.58 in2008-09.
Quick ratio is 0.40 in 2009-10 against 0.57 in 2008-09.
Gross profit margin at 1.28%.
Net profit margin at 13.44.
Growth in income
2500
2000
1500
1000
500
0
2009-10 2008-09 2007-08
Loss
450
400
350
300
250
200
150
100
50
0
2009-10 2008-09 2007-08
comparison