Potential market @ tata indicoms mba project report marketing

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Executive Summary.

The main objective of this study is to understand the public awareness of Tata

Indicoms Don’t Stop Mobile Phone & to study customer profile & understand the

potential market for Don’t Stop Mobile Phone.

The sample size for this study is 100 respondents and a structured questionnaire

was used to collect information from them.

In this survey it was found that only 64% of the respondents are aware about this

scheme & Tata have a heavy compitation with Reliance & Airtel.

Objectives

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To know the awareness of the customer about Tata Indicom.

To study consumer profile.

To study market potential for Tata Indicom telephone service in Dharwad city.

SCOPE OF THE STUDY

The study will help the company to know the awareness of Tata Indicom’s Don’t

Stop Mobile in Dharwad city.

The study will help to know the potential market for Don’t Stop Mobile.

The company can find out where their competitors stand.

The study will help the company to know the customer profile.

The study covers the customers who are mobile users & non users in Dharwad city.

LIMITATIONS OF THE STUDY

Not single work is exception to the limitations every work has got its own

limitations, so due to time constraint my study confines only to Dharwad city and it is not

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possible to make extensive study. It is assumed that the sample selected represents entire

population.

RESEARCH METHODOLOGY

Data source: Primary data (field survey)

Area of Research: Dharwad city.

Research instrument: Questionnaire.

Sample Plan: Personal Interview.

Sample Unit: Businessman, Students, Job holders, etc.

Sampling method: Non probability method, Convenience sampling method.

Sample Size: 100 respondents.

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About Tata Group

Tata Group Profile

The Tata Group Comprises 93 Companies Operating in seven Business Sectors.

Information Systems & Communication, Engineering, Materials, Services, Consumer

Products and Chemicals. The Group was founded by ‘Jamsetji Tata’ in the mid 19 th

century, a period when India had just set out on the road to gaining independence from

British rule. Consequently, Jamsetji Tata and those who followed him aligned business

opportunities with the objective of Nation building.

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The Tata Group is one of India’s Largest & most respected business

conglomerates, with revenues in 2004-05 of $ 17.8 billion, the equivalent of about 2.8

percent of the country’s GDP.

The Tata companies together employ some 220,000 people. The group’s 32

publicly listed enterprises among them standout names such as Tata Steel, TCS, Tata

Motors and Tata Tea have a combined market Capitalization that is the highest Indian

business houses in the Private sector and a share holder base of over 2 Million.

The Tata Group has operations in more than 40 countries across six continents, and

its companies export products and services to 140 nations.

The Tata Family of companies shares set of five core values Integrity,

Understanding, Excellence, Unity, and Responsibilities. These Values which have been

part of the group’s beliefs and convictions from its earliest days continue to guide and

drive the business decisions of Tata companies. The Group and its enterprise have been

stead fast and distinctive in their adherence to business ethics and their commitment to

corporate social responsibility. This is a legacy that has earned the Group the trust of many

millions of stakeholders in a measure few business houses any where in the world can

match.

LEADERSHIP WITH TRUST

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The Tata Group is one of India’s oldest, targeted and most respected business

conglomerates. The group’s business are spread over seven business sectors. It comprises

93 companies and operates in six continents. It employs some 220,000 people and

collectively has a shareholder base of over two million.

THE SEVEN BUSINESS SECTORS;

I ENGINEERING

1. Tata Auto Comp Systems.

2. Tata Motors.

Engineering Service:

1. Tata Projects.

2. TCE Consulting Engineering.

3. Voltas.

Engineering Products:

1. TAL-Manufacturing Solutions.

2. Telco Constructions Equipments Comp.

3. TRF.

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II. MATERIALS:

1. Tata Advanced Materials.

2. Tata Steels.

III. ENERGY

1. Tata B.P.Solar.

2. Tata Power.

IV.CHGEMICALS

1. Rallis India.

2. Tata Chemicals.

3. Tata Pigments.

V. SERVICES

1. Indian Hotels.

2. THDC.

3. Tata AIG General Insurance.

4. Tata AIG Life Insurance.

5. Tata Asset Management.

6. Tata Financial Services.

7. Tata Investment.

8. Tata Share Registry.

9. Tata Economic Consultancy services.

10. Tata Quality Management Services.

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11. Tata Services.

12. Tata Strategic Management Group.

VI. CONSUMER PRODUCTS

1. Tata Tea.

2. Tata Ceramics.

3. Tata Mc Graw Hill Publishing Comp.

4. Tital Industries.

5. Trent.

VII. INFORMATION SYSTEMS & COMMUNICATION

1. Nelito Systems.

2. TCS.

3. Tata Elxsi.

4. Serwizsol.

5. Tata Infotech.

6. Tata Technology.

7. Idea Cellular.

8. Tata Teleservices.

9. VSNL.

10. Tatanet.

11. Nelco.

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Purpose/ Objectives

At Tata Group the purpose is to improve the quality of life of the communities they

serve. They do this through leadership in sectors of National Economic significance, to

which the group brings a unique set of capabilities. This requires them to grow

aggressively in focused areas of business, about which they were well aware.

There heritage of returning to society what they earn trust among consumers,

employees, shareholder & community. This heritage is being continuously enriched by the

formalization of the high standards of behavior expected from employees and companies.

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The Tata name is unique asset representing leadership with trust. Leveraging this

asset to enhance group synergy and becoming globally competitive is the route to

sustained growth and long term success.

FIVE CORE VALUES

The Tata Group has always sought to be a valued driven organization. These

values continue to direct the group’s growth and businesses. The core Tata values under

pinning the way they do business are:

1. INTEGRITY.

2. UNDERSTANDING.

3. EXCELLENCE.

4. UNITY.

5. RESPONSIBILITY.

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BOARD OF DIRECTORS.

Mr. Ratan N. Tata Mr. K. A. Chaukar Mr. S. K. GuptaDesignation: Chairman Designation: Managing Director. Designation : Group Telecom AdvisorCompany : Tata Sons Ltd Company : Tata Industries Ltd. Designation : Director

Mr. R. Gopalakrishnan Mr. N. S. Ramachandran Mr. I. HussainCompany : Tata Sons Ltd Designation : Director Designation : Direc

Company : TTSL . Company : Tata Sons Ltd.

Dr. Mukund Govind Rajan Mr. N. Srinath Dr. J. J. IraniDesignation : Vice President Designation : Director Designation : DirectorCompany : Tata Sons Ltd. Company : Tata Sons Ltd Company : TTSL.

.

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Mr. S. RamadoraiDesignation: CEO & Managing DirectorCompany: Tata Consultancy Services Limited.

About Tata Teleservices Limited (TTSL)

The Tata Group presence in the telecom sector, Incorporated in 1996, the company

was first to launch CDMA mobile services in India (in A.P) circle.

Tata Teleservices is the part of core. Tata Group, which has over 90 companies

over 220,000 employees and more than 2 million shareholders. With an investment over

9000 crore in Telecom.

Tata Teleservices spreads the group’s presence in the Telecom sector. Incorporated

in 1996. Tata Teleservices was the first to launch CDMA mobile services in India in the

circle of Andhra Pradesh.

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Starting with the major acquisition of Hughes Tele.com (India) Limited [now

renamed Tata Teleservices (Maharashtra) Limited] in December 2002, the company has

swung in to expansion mode. Tata Teleservices operates in 20 circles i.e. Andhra Pradesh,

Chennai, Maharashtra, Tamil Nadu, Orissa, Bihar, Rajasthan, Punjab, Harayana, Himachal

Pradesh, Uttar Pradesh(East), Uttar Pradesh (West), Kerla, Kolkata, Madhya Pradesh and

West Bengal. The investment in Tata Teleservices Limited (including Tata Teleservices

(Maharashtra) Limited) as on March 2005 totals 14,446 crores.

Having Pioneered the CDMA 3G1x technology platform in India. Tata

Teleservices has established a robust and reliable telecom infrastructure that ensures

quality in its services.

It has partnered with Motorola, Eric son, Lucent and ECI Telecom for the

deployment of a reliable, technologically advanced network

o The company, which heralded convergence technologies in the Indian

Telecom sectors. Today this is market leader in the fixed wireless telephone

market with a customer base of over One Million for the period ended 2.8

for the period ended September 2005.

Tata Teleservices bouquet of telephone services includes Mobile services, Fixed

Wireless Phones, Public Booth Telephony, Wireless services; other services include value

added services like voice portal, roaming, 3-way conferencing, group calling and data

services.

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Tata company launches Prepaid FWP and Public Booth Phones, a range of new

handsets, new voice and data services such as BREW games, picture messaging,

polyphonic ring tones, interactive applications like NEWS, Cricket, Astrology, etc. these

are in addition to its existing services of post paid mobile, post paid mobile and post paid

mobile FWP. Tata services has strong workforce of [6000]. In addition, TTSL has created

more than [20000] indirect jobs through outsourcing of its manpower needs. [Number may

be verified from HR].

Today, Tata Teleservices limited along with Tata Teleservices (Maharastra)

Limited serve more than 6 million customers in 160 towns and aims at 4000 towns by

March 06. With an ambitious rollout both within existing circles and across new circles,

Tata Teleservices is to provide customers with enhanced customer service and

convenience, Tata Teleservices Limited launched “ihelp”-an Intra Voice Response

System.

Products & Services TTSL

Tata Indicom offers a complete range of offer able telecom solutions for

our home and business needs. Be it Tata Indicom Mobile, Smart Wireless Service, Public

Phone Booths, Broadband or Centrex. They are present in every sphere of the

telecommunications market, endeavoring to make our life comfortable hassle free. They

have a wide range of products and services offering to meet every need of yours.

Voice:

Tata Indicom Mobile

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Tata Indicom walky

Tata Indicom Fixed Wire phone Connection

Tata Indicom ISDN Services

Tata Indicom Centrex

Tata Indicom E1 Links

Tata Indicom Basic/ Primer rates ISDN

Tata Indicom Managed Leased Lines

Tata Indicom Direct Inward Dialing(DID)

Tata Indicom Public Phone Booths

Tata Indicom Voice Reminders Services

Data

Tata Indicom Shared and Dedicated Internet Bandwidth

Tata Indicom Virtual Private Network (VPN)

Tata Indicom Hosting Services

Tata Indicom Internet Access Solutions

Tata Indicom ADSL & DSL

Tata Indicom Internet Through Mobile

Internet

Tata Indicom Postpaid Internet Connection

Tata Indicom Broadband Internet Service

Tata Indicom Corporate Dial up

Tata Indicom Corporate Internet ISDL

Tata Indicom Internate Private Leased Circuits(IPLC)

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Tata Indicom Internate Leased Lines(ILL)

Tata Indicom Managed Data Network Services (MDNS)

Tata Indicom INMARSAT

Tata Indicom TV Uplink

Tata Indicom Internet Data Centers

Tata Indicom NLD Leased Line

Tata Indicom Conference Services

Tata Indicom Conference Call Services

Tata Indicom Web conferences Services

Tata Teleservices Market Share 2005

Tata Teleservices (TTSL) crosses the 4.5 million subscriber mark.

India’s youngest National Telecom player increases wireless market share to 11.74

percent during the month of June.

Within the CDMA Wireless segment, TTSL achieves a cumulative market share of

25 percent. TTSL records consistent increases in subscriber base and market share,

month on month.

Tata Indicom is amongst the fastest growing brands in India today.

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Tata Teleservices, one of India’s premier mobile and fixed service

providers, announced that they have achieved a market share of 12 percent in the

month of June.

Tata Teleservices is No 4 slot in terms of incremental market share in the wireless

market in the month of June.

Tata Teleservices is now present in over 1400 towns across 20 circles of the

country. The Company has achieved a market share of 62 percent in fixed wireless

service in June 2005. This clearly indicates that brand Tata Indicom surging ahead,

and is today one of India’s fastest growing telecom brands.

Tata Teleservices enjoys a substantial presence in the countries telecom

space, and is all set to redefine the existing benchmarks of the telecom service

category in India through marketing innovations and introduction of new

generation value added services.

The Tata Indicom brand name spance across retail, enterprise, wholesale as

well as Inter National services offered by the telecom service arms. Today TTSL is

committed to providing the best services to all it’s the customers and making Tata

Indicom the Preferred Choice of million of customers across the country.

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About Tata Indicom & its Milestones:

March 1996

Letter of intent (LOI) issued to the company in March 13,1996 to provide

basic telephone services in the state of Andhra Pradesh.

November 1997

Licence agreement signed with DOT for operating basic telephone services

in the circle of Andhra Pradesh on November 14.

1998

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First to introduce the concept of smart card technology in Pay Telephone

business. Tata has signed up with Schumberger of France to establish their

November 2002

Tata Teleservices Services unveils its new brand Tata Indicom while

launching its services (CDMA Mobile, Basic Phone Connect Tamil Nadu and

Karnataka).

December 2002

Tata Indicom launched in Delhi & Gujarat.

Tata Teleservices Services spreads its service network to the national

capital and Gujarat. Services inaugurates by the then mini information Technology

Late Shri Pramod Mahajan.

March 2003

Tata Indicom customer base across 50,000 more than half million people

across the nation are now satisfied customers of Tata Indicom.

August 2003

Tata Indicom customer base crosses 80,000. CDMA Mobile service

launched in Maharastra.

January 2004

Tata Indicom crossed the half million customer market in fixed wireless

segment by registering over 300% growth in its fixed wireless customer base since

January 2003. With over half million Fixed Wireless retail customers and over

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30,000 Fixed Wireless Payphones. Tata Indicom continues to be the leader in

Fixed Wireless Segment.

February 2004

Tata Indicom subscribers can now send International SMS across 170

countries and 533 operators. Tata Indicom launches SMS based entertainment and

Entertainment services

March 2004

QUALCOMM and Tata Teleservices announce plans to offer Wireless

application and services Via BREWTM and BREW cha Solutions.

April 2004

Tata Teleservices launches Tata Indicom Prepay Service on smart Service

in New Delhi and Hyderabad, which offers 25% savings on monthly usage.

June 2004

Tata Indicom Subscriber base crosses 2 million marks.

September 2004

Tata Indicom launches prepaid service under the brand name of “True

Paid”.

October 2004

Tata Indicom repositions its fixed Wireless Phone category under the brand

name “Walky”.

February 2005

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Tata Indicom competes roll outs in new circles with its services now

available in 20 circles.

March 2005

Tata Indicom launches its exclusive portal for women on its mobile phones

called “Women’s Zone”.

May 2005

Tata Indicom service made available in 100 cities. Tata Indicom crosses the

critical 1,000 city marks.

Tata Indicom Subscriber base touches the 4 million mark.

June 2005

Tata Indicom launches its first own exclusively branded phone under the

brand name “Indicom Gem”.

August 2005

Tata Indicom Subscriber base touches the 5 million mark. Tata Indicom

service made available in 1500 cities. Tata Indicom crosses the 1500 city mark.

October 2005

Tata Indicom launches the first of its kind offer “Non Stop Mobile in the

Mobile Prepaid market”.

Tata Indicom Subscriber base crosses the 6 million mark.

November 2005

Tata Indicom acquire over 1 million gross subscribers in the in this month.

And Tata Indicom Subscriber base crosses the 7 million mark.

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About Mahima Technologies

Showroom:

Mahaveer Plaza,

Tikare Road,

Dharwad

Ph: 5510469, 5510569.

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This Mahima Technologies is in nature of Franchise system. And it is

serving people up to its best capacity with staff capacity strength of 7 in Dharwad.

The management team is:

1. Mr. Basavaraj N.N -Showroom Manager.

2. Miss. Amruta -Pre sales Executive.

3. Miss. Mamta. -Cashier.

4. Mr. Vinay. -Prepaid Sales Executive.

5. Miss. Pallavi -Customer Care Executive.

6. Mr. Chandan -Customer Care Executive.

7. Mr. Basavaraj Y. -Login Co-ordinator.

Sales Executives.

1. Mr. Shivu.

2. Mr. Shamil.

3. Mr. Naveen.

4. Mr. Vishal.

5. Mr. Virendra.

The showroom serves to the people of Dharwad from morning 8.30 to 6.30

in all 7 days of a week.

Research Design

The research will be conducted to gather information from 100 respondents & a

structured questionnaire will be used to collect the information from the respondents. The

data which is collected from them will be analyzed and classified.

Management problem

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People prefer Reliance over to Tata Indicom.

Research Problem

In this the research problem is to understand why people prefer Reliance Mobile

Phone Service over to Tata Indicom.

Objective

Potential market for Tata Indicom’s don’t stop mobile phone service in Dharwad

city)

To determine the market share in Dharwad city.

Sub Objective

Publicity.

To know the Income (purchasing power) of the respondents.

To know the Awareness level about Tata Indicom’s don’t stop mobile phone

service.

Sources of data

Primary data: This data will be collected directly from respondents by personnel

interview through questionnaire.

Secondary data: This data is generally developed and published for some purpose

other than for helping to solve the problem at hand. In this study the secondary data is

collected from interaction and discussions with officials At Tata Indicom showroom @

Dharwad. & also this data collect from Magazines, Websites of the firm Tata Indicom.com

Questionnaire

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A structured questionnaire was designed to collect the data from the respondents.

Before collecting the data a pilot survey of 10 respondents was done to know the accuracy

of the questionnaire and to know the questions which can be easy to understandable by the

respondents. After this survey some corrections were made and finally used to collect

information from 100 respondents from various areas in Dharwad city.

Method of Sampling

Population: Individuals from Dharwad city.

Sample Frame: Individuals wishing to avail telephone service in Dharwad city.

Extent : Dharwad.

Time/Period of the study : 15-05-2006 to 15-07-2006.

Sample unit: Individuals (Businessman, Students, Professionals, House wives, Job

Holders.)

Sample Method: Non-probability sampling, Convenience sampling method.

Sample size: 100 respondents.

Measurement Technique

During this research questionnaire is used as measurement techniques for

obtaining information directly from the respondents.

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Analysis of the Data

In this study the relationship between independent variable and independent

variables are expressed in the form of percentage of the total population and the data is

analysed by using tabular and graphical representation.

Ethics of Research

Report is based on facts and is not manipulated.

Report is not misleading any way.

Feelings of the respondents unhurt.

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Hypothesis

1. More number of people in Dharwad city has monthly income below Rs.5000?

Sample size (n) = 100

Found No =47

Method Z test

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H0=P>50%

H1>P<50%

Z=P-PO

PO(1- PO)

N

Where P=Found Number/Sample Size

PO=1-P

P=47/100=0.47

PO =1-0.47=0.53

=0.47-0.53

0.53(1-0.53)

100

=0.06

0.049

=1.22

@=a 0.05 level of significance the critical value of Z @=1.96. The computed value of

Z=1.22 falling in the acceptance region thus Null Hypothesis is accepted. This indicates

that nearly half of the population belongs to Middle class with monthly income is below

Rs.5000. Thus they can potential customer.

2. More number of people in Dharwad city are aware/knows nothing about Tata

Indicoms Don’t Stop Mobile?

Sample size (n) = 100

Found No =36

Method Z test

H0=P>50%

H1>P<50%

Z=P-PO

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PO(1- PO)

N

Where P=Found Number/Sample Size

PO=1-P

P=36/100=0.36

PO =1-0.36=0.64

=0.36-0.64

0.64 (1-0.64)

100

=0.28

0.048

=5.83

@=a 0.05 level of significance the critical value of Z @=1.96. The computed value of

Z=5.83falling in the acceptance region thus Null Hypothesis is rejected. This indicates that

there is no evidence to support the hypothesis. It can therefore be concluded that the

awareness level of Tata Indicom is more.

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Everyday sales of the different mobile Phones in the Dharwad city.(information is

directly collected from mobile phone sellers.)

Tata Indicom (Nagashanti Teleservices)

Reliance(Maniyar collections)

Airtel (Niky teleservices)

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Hutch (Niky teleservices)

Spice (Niky teleservices)

Company Every day sales

Tata 7-8

Reliance 50

Airtel 4

Hutch 1

Spice 1( in 4 days)

1. Are you using any Mobile Phone service?

Yes No Total

66 44 100

2. If yes which mobile phone service you have?

Airtel 28

BSNL 09

Tata Indicom 05

Reliance 14

Spice 02

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Hutch 08

Total 66

3. Why did you choose this company?

Price 08

Good Service 12

Network 27

Advertisement 02

Offers/Schemes 16

Others 01

Total 66

4. What is the main purpose to have a mobile?

Out Going 03

In coming 22

Messaging 04

For all 37

Total 66

5. Every month how much you are spending on your mobile?

Below Rs.300 47

Rs.300-Rs.500 18

Rs.500-Rs.1000 01

Rs.1000 & above 00

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Total 66

6. Do you want to have/change your mobile phone service in near future?

Yes 34

No 49

May be 17

Total 100

7. If yes which company you have planned?

Airtel 13

BSNL 04

Tata Indicom 03

Reliance 05

Spice 03

Hutch 05`

Not decided 18

Total 51

8. Why you will choose this company?

Price 12

Offers/Schemes 24

Network 12

Advertisement 01

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Others 02

Total 51

9. Do you know about Tata Indicom’s don’t Stop mobile scheme (2 years out going

free)?

Yes 64

No 36

Total 100

10. If yes how do you came to know?

Executive 04

Friends 19

Television 27

NEWS Paper 13

Pamphlet 01

Others 01

Total 64

11. Do you want to have this service in future?

Yes 31

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No 33

Total 64

12. What is your sex (Gender)?

Male 82

Female 18

Total 100

13. What is your age?

15-20 09

20-30 55

30-40 25

Above 11

Total 100

14. Are you living in your own house?

Yes 74

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No 26

Total 100

15. Do you own the following?

Car 16

Colour TV 57

Bike 43

Refrigerator 27

None in above 22

16. What is your Occupation?

Job holder 20

Businessman 30

Professional 09

Student 19

Others 22

Total 100

17. What is your monthly income?

Below Rs.5,000 47

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Rs.5,000-10,000 22

Rs.10,000-15,000 04

Above 15,000 05

No Earnings 22

Total 100

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0

5

10

15

20

25

30

35

40

45

50

Tata Reliance Airtel Hutch Spice

Series1

The above graph shows that the every day sales of different mobile phones

in Dharwad city from different shops & also in the survey it was found that

Reliance is top @ present situation. Maniyar collection who is a dealer of Reliance

phones every day he is selling 50 mobile phones. Tata is @ second position,

Nagashanti teleservices are selling 7-8 mobile phones everyday. Airtel is @ third

position, Hutch is @ fourth at least one connection everyday & Spice is @ Fifth

position one connection in every four day & these services are selling by Niky

teleservices.

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1. Are you using any mobile phone service?

From this survey it was found that amongst 100 respondent 66% are using mobile

phones and remaining 34% of respondents are not using any mobile phone service.

This indicates that in Dharwad city maximum number of people are using mobile

phones.

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66

44

Yes No

42


Airtel

BSNL

Tata

Reliance

Spice

Hutch

0

5

10

15

20

25

30

1

Airtel

BSNL

Tata

Reliance

Spice

Hutch

The above graph shows that the number of respondent presently using different

mobile phone services.

In the total 100 respondents 28% of respondents are using Airtel’s service.

This shows that the Airtel is at top.

9% of respondents are using BSNL.

Only 5% of respondents are using Tata Indicom mobile phones.

14% of respondents are using Reliance mobile phones. This indicates that

reliance is at second position.

2% of respondents are using Spice.

8% of respondents are using Hutch.

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Price

Good Service

Network

Advertisement

Offers

Other

0

5

10

15

20

25

30

1

Price

Good Service

Network

Advertisement

Offers

Other

The above graph shows that the reasons for choosing different mobile phone

services.

In the total 100 respondents.

8% of respondents give preference for Price.

12% of respondents give preference to Good Service.

27% of respondents give preference for Network Coverage.

Only 2% of respondents choose their service because of Advertisement.

16% of respondents have chosen or give preference for Offers or Schemes.

1% of respondents choose others. Others include friends are working etc.

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3

22

4

37

Out Going03

Incoming

Messaging

For All

The above graph shows that what is the main purpose to have or purchase mobile

phone services. In the survey below mentioned points were found.

In the total 100 respondents 3% of respondents are purchased mobile

phone for making out going calls.

22% of respondents are purchase for Incoming calls.

Only 4% of respondents were purchased for Message purpose.

And 37% of respondents are purchase for all purpose.

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Below 30047 300-500 500-1,000 Above 1,000

S1

47

18

1 0

The above graph shows the expenses that are spending every month on their

mobile phones.

47% of respondents are spending every month below Rs.300.

18% of respondents are spending from Rs300 to Rs.500 every month on

their mobile phones.

Only 1% of respondents are spending Rs.500 to Rs.1000 per month.

No one is spending Rs.1000 and above.

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34

49

17

0

5

10

15

20

25

30

35

40

45

50

Yes No May be

Yes

No

May be

The above graph shows that the number of respondent wants to have mobile

phones that do not have mobile phones and the respondents who wants to change

their service that they already have.

In the total 100 respondents 34% of respondents wants to have or change

their mobile phones.

Nearly 49% of respondents are don’t want to have or don’t want to change

their mobile phone services.

And remaining 17% of respondents are not decided weather they have to

buy or not.

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13

435

3

5

18

Airtel

BSNL

Tata

Reliance

Spice

Hutch

Not Decided

The above graph shows that the respondents who want to change or have a new

mobile phone service.

13% of respondents have planned to buy Airtels service.

4% of respondents have planned to buy BSNL.

3% of respondents have planned to buy Tata Indicom.

5% of respondents have planned to buy Reliance.

3% of respondents have planned to buy Spice.

5% of respondents have planned to buy Hutch.

And 18% of respondents have not decided.

BABASAB PATIL 48


Price

Offers

Network

Advertisement

Others

0

5

10

15

20

25

Price Offers Network Advertisement Others

Series1

The above graph shows that the reasons for choosing different mobile phone

services.

12% of respondents give preference for Price.

24% of respondents have chosen or give preference for Offers or Schemes

12% of respondents give preference to Network Coverage.

1% of respondents give preference for Advertisement.

2% of respondents choose others. Others include friends are working etc.

BABASAB PATIL 49

9. Do you know about Tata Indicom’s Don’t Stop mobile scheme (2 years out

going free)?

Yes

No

0

10

20

30

40

50

60

70

1

Yes

No

The above graph shows that the number of respondent are aware about Tata

Indicoms’s Don’t stop Mobile Phones.

In the survey it was found that in the total 100 respondents 64% of

respondents are aware about this scheme.

And remaining 36% of respondents are unaware about this scheme.

BABASAB PATIL 50

10. Yes how do you come to know?

4

19

27

13

1 1

0

5

10

15

20

25

30

1

Executive

Friends

TV

NEWS Paper

Pamphlet

Other

The above graph shows that the number of respondents are come to know about

this scheme from diffrent mediums.

Only 4% of respondents are come to know from the executives.

10% of respondents are come to know from their friends.

27% of respondents are come to know from Television.

13% of respondents are come to know from local NEWS Papers.

1% of respondents are come to know from Pamphlets.

And 1% of respondents are come to know from other source.

BABASAB PATIL 51


Yes

No

30

30.5

31

31.5

32

32.5

33

1

Yes

No

The above graph shows the number of respondents wants to have this service in

future or not.

31% of respondents want to have this service.

And remaining 33% of respondents don’t want to have this service.

BABASAB PATIL 52

12. What is your sex (Gender)?

Male

Female

0

10

20

30

40

50

60

70

80

90

1

Male

Female

The above graph shows that the sex wise classification of the respondents.

In total 100 respondents 82% of respondents are males.

And remaining 18% of respondents are females.

BABASAB PATIL 53


15-20

20-30

30-40

Above 40

0

10

20

30

40

50

60

1

15-20

20-30

30-40

Above 40

The above graph shows that the age wise classification of the respondents.

In the total 100 respondents 9% of respondents are coming under the age

between 15 to 20 years.

55% of respondents are coming under the age between 20 to 30 years.

25% of respondents are coming under the age between 30 to 40 years.

And remaining 11% of respondents are coming under the age of 40 years

and above.

BABASAB PATIL 54


Yes

No

0

10

20

30

40

50

60

70

80

1

Yes

No

The above graph shows that the number of respondents are living in their own

house.

In the total of 100 respondents the74% of respondents have their own

house.

Remaining 26% of respondents do not have their own house.

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15. Do you own the following?

Car

Colour TV

Bike

Refridgerator

None in Above

Car

Colour TV

Bike

Refridgerator

None in Above

The above graph shows that the number of respondents is using the following

luxuries goods.

16 respondents out of 100 respondents are using Car.

57 respondents out of 100 respondents are using Colour TV.

43 respondents out of 100 respondents are using Bikes.

27 respondents out of 100 respondents are using Refrigerator.

22 respondents out of 100 respondents are using not using above

mentioned Luxuries goods.

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20

30

9

19

22

0

5

10

15

20

25

30

1

Job Holder

Businessman

Professional

Student

Others

The above graph shows that the respondents occupation.

20% of respondents are job holders.

30% of respondents are Business mans.

9% of respondents are Professionals.

19% of respondents are Students.

Remaining 22% of respondents others. Others include House wives etc.

BABASAB PATIL 57


47

22

45

22

0

5

10

15

20

25

30

35

40

45

50

1

Below 5,000

5,000-10,000

10,000-15,000

Above 15,000

No Earnings

The above graph shows that the monthly income of the respondents. In the survey

it was found that out of 100 respondents.

47% of respondents are come under below Rs.5000 per month.

22% of respondents are coming under Rs.5000 to 10,000 per month.

4% of respondents are coming under 10,000 to 15,000 per month.

Only 5% of respondents are coming under Rs.15,000 & above.

And remaining 22% of respondents do not have any income.

BABASAB PATIL 58

Findings

In 100 respondents presently 66% of respondents are using mobile phones and

Airtel is at top because maximum number of respondents are using this service

means 28% of respondents are using Airtel.

More number of respondents gave more preference to network coverage for that

reason they have preferred different services. In this survey it was found that 27%

of respondents prefer network coverage.

In this survey it was found that 47% of respondents are spending below Rs.300

every month. This indicates that maximum number of respondents wants have a

mobile phone service at affordable price with less expenses.

In this survey it was found that 18% of respondents who wants have to have or

change their mobile phone near future have not yet planned.

It was found that 24% of respondents will choose their mobile phone service on the

basis of different offers or schemes which is provided by the company.

In Dharwad city 64% respondents are aware about Tata Indicoms Don’t Stop

Mobile Schemes. This shows that maximum number of respondent in Dharwad

city is aware or knows about this scheme.

In this survey it was found that 27% of respondents are come to know about this

scheme through television. This indicates that advertisement through television is

more effective source for creating awareness.

31% of respondents in Dharwad want to have Tata Indicom’s Don’t stop mobile

scheme. This shows the potentiality for this scheme in Dharwad city.

In the survey it was found that 9% of respondents who are job holders were more

interested to have this service.

BABASAB PATIL 59

In 100 respondents 82% of respondents are males. This shows that in Dharwad

maximum numbers of respondents are male respondents who are using mobile

phones.

It was found that 47% of respondents are having their monthly income below

Rs.5000 per month.

Conclusion

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From the survey analysis it was found that in Dharwad City more than half of

respondents are aware about Tata Indicoms Don’t Stop Mobile and maximum number of

respondents are come to know only from TV and from their friends.

In this survey it was also found that more number of respondents have perception

in their mind that the Network Coverage of the Tata Indicom is not good as compare to

others. But @ present the sales of the Tata Indicom Mobiles shows that the perception of

the respondents is changing towards Tata Indicom.

In short many respondents are still not decided to which company’s service they

have or buy and nearly 31% of the respondents want to have this service. So they have

opportunity in Dharwad city and the company has an opportunity so it suggests that they

catch the such customers to tap the market.

Recommendations

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1. More number of respondents have their monthly income below Rs.5000. And such

kind of population wants to have mobile phones at affordable price & this Don’t

Stop mobile scheme they can afford so it suggest that to catch such kind of

population.

2. More number of the respondents are come to know about this scheme from TV and

Friends. So it suggests that they should use other sources of advertisement like Big

Eye Catching Hoardings and Road shows etc as Reliance is doing in Dharwad.

3. More number of the respondents don’t want to have this service. Reason for that is

they have perception that the network of the Tata Indicom is not good compare to

its compotators. So it suggests that the co should take relevant steps or promotional

activities to change the perception.

4. Tata has a heavy compitation with Airtel & Reliance. Reliance is offering various

schemes to catch middle & lower class segment so Tata should also introduce more

number of offers to attract such segment.

5. In the Dharwad more number of people have ability to purchase mobile phones this

indicates that Dharwad has a big market for mobile phones. So catch such kind of

population to tap the market or to utilize such kind of opportunity.

BABASAB PATIL 62

Bibliography.

BABASAB PATIL 63

MARKETING RESEARCH BY DONALD S. TULL & DELL HAWKINS.

PRINCIPLE OF MARKETING BY PHILLIP KOTLER & ARMSTRONG.

NEWSPAPER AND MAGZINES

COMPANY MANUALS.

WWW.TATA INDICOM.COM.

This is an anonymous survey

(Please do not mention your name)

Dear respondent.

1. Are you using any mobile phone service? (if no go to Q No 6)

BABASAB PATIL 64

http://WWW.TATA/

a) Yes b) No


a) Air tel b) BSNL

c) Tata Indicom d) Reliance

e) Spice f) Hutch


a) Price b) Good service

c) Network d) Advertisement

e) Others


a) Out going calls b) Incoming calls

c) Messaging d) for all


a) Below 300 b) 300-500

c) 500-1000 d) Above 1000


a) Yes b) No

c) May be


a) Air tel b) BSNL

c) Tata Indicom d) Reliance

e) Spice f) Hutch

g) Not Decided


a) Price b) Schemes

c) Network d) Advertisement

e) Others

12. Do you know about Tata Indicom’s Don’t Stop mobile scheme (2 years out going

free)? (if no skip to Q No 12)

a) Yes b) No

13. If yes how do you came to know?

BABASAB PATIL 65

a) Executive b) Friends

c) TV d) NEWS Paper

e) Pamphlet f) Others


a) Yes b) No

12. What is your sex?

a) Male b) Female


a) 15-20 b) 20-30

c) 30-40 d) 40 and above


a) Yes b) No

15. Are you using the following?

a) Car b) Colour TV

c) Bike d) Refrigerator

e) None in Above


a) Job Holder b) Businessman

c) Professional d) Student

e) Others


a) Below 5000 b) 5000-10,000

c) 10,000-15,000 d) Above 15,000

e) No earnings

Any Suggestions:

BABASAB PATIL 66

QNo 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17

1 a d a d a c g b a c b b B a b e e

2 a d e b a b a c b b C a a e e

3 b a g a b a C a b e a

4 a b b d c b a d a a D a c d a d

5 a a c d b b b a D b c a b

6 b a g c a c a a C a c a b

BABASAB PATIL 67

7 a b c d b b a c a b C a bd a b

8 a a d b a b b a A a e d e

9 b a a c b a B b b e a

10 a a d b a b b a C b bcd e c

11 a f e d a a a b a d a a C a abc b a

12 a d b b a b a d b a C a b a d

13 a d e b a c g d b a D b e c a

14 a d b b a b a d b a C a b a d

15 a a c d a b a b b a B a f e a

16 a a c b b b b a C a abcd e b

17 a a c d a b a c a a B b e c a

18 b a a a a b a a B b b e a

19 b c g b a c b a B b e b a

20 b a a a a b a a B a b e a

21 b b b a B b abcd d e

22 a f e b a c g b a d a a C b e a c

23 b a d b a b a a D a e a e

24 b b b a B a e a b

25 b a f b a d b a C b e a b

26 a c b d b b a b a a D a c a c

27 a f e d a b b a B a ab b a

28 b a a c a b b a B b b d e

29 b b b b A b b d e

BABASAB PATIL 68

30 a b c d a b a c a b B b b a b

31 a c b d b b a c a b C a a a b

32 b b b b A a b d e

33 a a b a b b b a B a bc b a

34 b a a c b a B a bc b a

35 a d b d a b b a B a c b a

36 b b b b D b b a c

37 a a b d a a g b a c a b C a a a b

38 a d a b a c g a b a B a e c a

39 a f a d a a a b a d b a B a bcd e a

40 a f a d a a e b a c a a C a e e a

41 a b c d a b a b b a B a bc b b

42 b b b a D b e e a

43 b c a c a b b a B b c d e

44 b c g c a b b a B a e b a

45 a a c d a a a a a c a a C a b b a

46 a a c d a a b a a d b a B a e b b

47 a d e d b c g b a b b b C a acd e e

48 a e e d b b b a B a bc c b

49 a a e d a c f b b a B a c b a

50 a b c b a b a f b a B a c b a

51 a a e d b b b a B a b b b

52 a a c b a b a b b a B a c b a

BABASAB PATIL 69

53 b b a b b a C a e b a

54 b b a b b a C a e b a

55 b a g b a b a a C a e b a

56 a a a d a a a b b a B a abcd b b

57 b a d a a d b a B b e b a

58 a b c d b b a c b a C a c b b

59 a c f d a b a c a b B a bd e e

60 a a c b a c b a b a B a bd d e

61 a d a d b b a b b a B a bcd c a

62 a d c d a b a e b a B a bcd d a

63 b c f b a c b a B a bcd b a

64 a a b b b c c b a b a a B a b e a

65 a a c c a b a c a b B a b c f

66 a d a b b b a c b a B a abcd b b

67 a a c b a b a c a a A a abcd d a

68 a a c b a a e a b b A a abcd d e

69 b a c b a c a b A a c d e

70 a c e a b b b c b b A a bd d e

71 b b b b A b e d a

72 a d b d b b a b a a B a abcd d e

73 a b e d a a c b a a a a D a bcd a d

74 a a c d a b a c a a B a c a a

75 a a c b a b a a b a D a bcd a a

BABASAB PATIL 70

76 b b b a D a bc a a

77 b a g c a b a a D a abcd b b

78 a a c d b b a c b a B a bcd c a

79 b a g a a a b a B b b b a

80 a f e c a c g b b a B a abcd b b

81 a b c d a b a c b a B b b b a

82 b a d b a c a a C b b b a

83 a a c b a a e a a c b a B b b b a

84 a a e d a b b a B a c d e

85 b a d a b a B b e e a

86 b a f e a c a a B b e e a

87 b a b c b a C b b e a

88 a a c b a a a b b a B a b e a

89 a a b a b b a b b a B a c b a

90 b a f b b a A a abc d e

91 a a c b a a g c b a C a e a b

92 a a b b a b a c b b B b e e e

93 a c e d a c g b a d a a C a c c b

94 a d c b a c g b a d a a C b bd c b

95 a f e c a a b c a d b b B a bd d e

96 a b c d c b a a b a C a abcd c b

97 b a a d a c a a B a bd d e

98 a d c d a c g c a b b a B a bc e a

BABASAB PATIL 71

99 a c a d a a a b a d b a B a c b a

100 a f e c a c d c a b a a B a e d e

BABASAB PATIL 72