Tata Docomo is one of the leading mobile service providers in India, known for introducing the second pulse tariff plan. It has a large customer base due to its affordable plans and strong brand image as part of the well-known Tata group. However, to maintain its market share against intense competition, Tata Docomo needs to improve its network coverage and connectivity as some customers reported issues. It also needs to focus on enhancing value-added services like internet speeds to attract more users going forward.

2.  Third largest telecom network in the
world.
 Largest operator in INDIA is BSNL.
 INDIA’S mobile market is the fastest
growing market in the world.

3.  TATA DOCOMO is from TATA Tele service
LTD.
 TATA DOCOMO marks a significant
milestone in Indian telecom landspace.
 First mobile service provider to have
second pulse tariff.

4.  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.

5.  TATA telecom Incorporated in 1996.
 Tata Teleservices is the pioneer of the
CDMA 1x technology platform in India.

6.  To know the awareness about the brand.
 To check quality of brand(i.e., connectivity etc).
 To study the unique product feature of brand.
 To know the impact of promotional activities on the purchasing behavior of the buyer.

7.  Primary Data:
Questionnaire
 Secondary Data:
internet, books
 Sample size:40

9.  First to introduce seconds’ tariff
plan (Seconds pulse).
 Brand image of Tata services.
 Large variety of plans.
 Plans are affordable by any
common persons.

10.  Type
 Pulse rate 1 sec
 Price pack Rs 49
 Validity Life long
 Free airtime on pack(Rs) Rs 5
Local Rates
Paise/sec
TATA DOCOMO 1
Tata CDMA 1
Other GSM 1
Landline/CDMA 1
STD Rates
TATA DOCOMO 2
Tata CDMA 2
Other GSM 2
Landline/CDMA 2

11.  Signal strength.
 Post paid connections are not
available as of now.
 Customer service.
 Concentrating only on rural
area.

12.  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.

13.  If the 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 life
cycle.
 Heavy competition from all other
network providers

14. • 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.

15. What is marketing mix?
The ‘marketing mix’ is a set of
controllable tactical marketing
tools that work together to
achieve company’s objective.

16. What are 4ps ?
4ps is also called marketing mix.4ps consists of
 Product
 Price
 Place
 Promotion

17.  TATA DOCOMO having good range of
Services: Tata Docomo provides both
postpaid and prepaid services.
 TATA DOCOMO Quality network: Tata
DOCOMO having good quality network
which provide clarity in voice.

18.  It having attractive tariff plan: TATA
DOCOMO having 1paisa /sec it is
applicable for both prepaid and postpaid.

19.  It having good range of channels of
distribution: As Tata already exist in this
field of telecommunications as Tata
Indicom. It has wide range of channels of
distribution to sell TATA DOCOMO
services

20.  Advertising: TATA DOCOMO following
different style of advertising pattern in
TV’s and newspapers. Due to that reason
it was reaching public very fast.
 Sales promotion: due to unique feature
of TATA DOCOMO it helps the sales
people to decrease burden.

23. Awareness of TATA DOCOMO

24. Information about TATA
DOCOMO is through?

25. Attractiveness of customers
towards TATA DOCOMO

26. Opinion regarding tariff plan
offered by TATA DOCOMO

27. Connectivity of TATA DOCOMO

28. Opinion towards paisa/second
pulse

29. Ratings of TATA DOCOMO

30. Suggest others to take TATA
DOCOMO

31. Suggestions
 Increase network coverage: Few of customers not
satisfy with net work coverage. If Tata increase more
towers more customers are satisfy
 Increase download speed of internet: the download
speed of Tata Docomo is very slow. If it increases speed
of download it may increase the brand image
 Concentrate on SMS tariff: No difference from the
competitors SMS tariff if it made slight changes it will
attract more customers
 Avoid black marketing of Sim’s by dealers: due to
doing black marketing the brand image decreases
 More customer service centers are requiring:
More customer service centers are require meeting the
desires of customers.

32.  Tata Docomo has good brand image.
 It was the first company to introduce the
seconds pulse.
 It has a good future if it improves the signal
levels.
 It has good promotion in the market.

33. BOOKS:
 Marketing management : Philip Kotler
 Business Research Methods: Donald R
Cooper
WEBSITES:
 www.TATADOCOMO.com
 www.mbaforum.com
 www.marketingpractise.blogspot.com