A Project Report On A Study on Retail Visibility and Database Maintenance Model. With special reference to Tata TeleServices Limited Submitted to Sharadchandra Pawar Research Institute of Technology Computer Management and Career Development. PUNE For the partial fulfillment of the requirement For the award of the degree of Master of Marketing Management (M.M.M) BY Anurag Nagar (2005-07)
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A
Project Report On
A Study on Retail Visibility and Database Maintenance Model.
With special reference to
Tata TeleServices Limited
Submitted to
Sharadchandra Pawar Research Institute of Technology Computer Management and Career Development.
PUNE
For the partial fulfillment of the requirement For the award of the degree of
Master of Marketing Management (M.M.M)
BY
Anurag Nagar (2005-07)
COMPANY CERTIFICATE
INSTITUTE RECOMMENDATION
This is to certify that Mr. Anurag Nagar is a bonafide student of Sharadchandra Pawar
Research Institute of Technology Computer Management and Career Development.
PUNE He has successfully carried out his Summer Project titled, A Study on Retail
Visibility and Database Maintenance Model. At Tata TeleServices Limited
This is the original study of Mr. Anurag Nagar and important sources used by him have
been acknowledged in his report. This report is submitted in the fulfillment of two year
full time course of MMM (2005-2007) as per the rules of the Pune University.
He has worked under our guidance and direction.
(Director) (Project guide)
ACKNOWLEDGEMENT
I take this opportunity to express my heartfelt gratitude to all the people who have
extended their assistance and provided me, information during the tenure of the project
and am greatly indebted to them for guiding and supporting me through out the project
and sparing some of their valuable time.
I would like to express my deep gratitude to Mr.Vinay Goel (Sr.executive marketing)
of Tata TeleServices limited my guide foaming his expert guidance and support
throughout the project.
This project report couldn t have been completed without guidance of our Director and
project guide.
I express my sincere thanks and gratitude to above stated person who has helped me
directly and also who have helped me indirectly during my project. The immense scope
of this project has helped me to understand many parameter of marketing in the telecom
industry.
Anurag Nagar
MMM-II
TITLE
INDEX
Sr.
No.
Particulars Page No.
1. Executive Summary
2. Objective of the Project
3. Scope of the Project
4. Industry Profile
5. Company Profile
6. Research Methodology
7. Analysis, & Interpretation Of the Data
8. Observations & Findings
9. Limitations
10. Conclusions & Recommendations
11. Bibliography
12. Annexure
Questionnaire.
Executive summary
Today s economy is somewhere based on digital revolution and telecommunication
sector. India is the fourth largest telecom market in Asia after China, Japan and South
Korea. The Indian telecom network is the eighth largest in the world and the second
largest among emerging economies. At current levels, telecom intensiveness of Indian
economy measured as the ratio of telecom revenues to GDP is 7% percent as compared
with over 11 percent in developed economies.
Historically, the telecom network in India was owned and managed by the Government
considering it to be a natural monopoly and strategic service, best under state's control.
However, in 1990's, examples of telecom revolution in many other countries, which
resulted in better quality of service and lower tariffs, led Indian policy makers to initiate a
change process finally resulting in opening up of telecom services sector for the private
sector.
Retailing is the set of business activity that adds value to the product s and
services sold to the customers for their personal and family use. Often people think of
retailing only as the sales of products in stores.
In this project we can study the retail visibility of Tata Indicom with the respect of
other service provider s. This project was carried out considering the two factors of retail
visibility that are internal and external visibility. Also the performance of the distributors
and the sales of the product are carefully studied.
The purpose of the project was to ascertain the working of the distributors through
the retailers and the working of the distributors appointed by the service provider. Also to
know the weekly visits of the company sales executives in order to gather the information
about the working of the distributors. To ascertain the merchandising status of Tata
Indicom with respect to other service provider. The retailers were questioned about the
timely intimation by the Tata Indicom for their newly launched schemes and also whether
they are satisfied with the services of Tata Indicom or not.
The summer training at Tata TeleServices limited at jaipur in rajasthan I was
assigned with the topic as: a study on retail visibility and database maintenance model
as a project work. The duration of the project assigned to me was of two months (May 06
to July 06).
The summer training programs are designed to give the future mangers feel of
being a part of corporate world and closer look to the working environment of the
company. This summer training program bridges the gap between the bookish knowledge
and work experience. Summer training program made us to understand how theoretical
knowledge will be applied in practical field
I exactly in this context that I was privileged enough to join Tata TeleServices ltd,
a part of Tata group, as a summer trainee. The experience that I have gathered over past
eight weeks has certainly provided me with an orientation, which believe will help me
and shoulder any assignment successfully in future.
The project deals with the study of the Tata TeleServices ltd. Situated at Jaipur
(Rajasthan) All the information is collected by the observation and unstructured
interviews while having direct contact with the retailers. For this project I had selected
120 retail outlets in various part of Jaipur city, outlets were selected in such a way that
shall provide maximum information for the research undertaken. The purpose of the
research was to measure the market potential of TATA INDICOM in jaipur city of
Rajasthan.
In Short it can be concluded that Airtel is the major player in Jaipur, followed by
Realiance.Tata Indicom is also an emerging player and it needs to gain a greater market
share in order to compete with the top player s. Tata Indicom is continuously improving
on its retail visibility to gain a larger customer base.
This analyzed data was later on converted into the form of graph, such as pie
chart, bar graph, etc. This is to make result easily comprehensible by anyone going
through this report. This also made it easy to draw conclusion based on the research and
provide a presentable format of the report.
On the basis of project various suggestions are given which may help the
company for making sales promotional activities more effective.
OBJECTIVES OF STUDY
The topic of project work was Study on Retail Visibility and Database Maintenance
Model
PRIMARY OBJECTIVES:
1. To measure the retail visibility of Tata Indicom with respect to other service providers.
2. To analyze the sales of Tata Indicom in the Jaipur city of Rajasthan.
3. To study the internal and external retail visibility of Tata Indicom.
4. The working of sales executives and distributors in the city of Jaipur.
5. Analyze the Market Position of the Product.
SECONDARY OBJECTIVE:
1. To know the awareness of Tata Indicom brand.
2. Market potential of Tata Indicom.
3. Collecting of data /information for marketing intelligence system.
4. To know the exact working of the retailers in Jaipur.
5. Perception of retailers about the product.
SCOPE OF STUDY
As this study also help the company to understand where they stand in the market with
their competitor s .The study will also help to know the opinion and expectation of the
retailers and users from the company as far as sales promotion support is concern.
AREA OF OPERATIONS:
My areas of operations were major crowded and market places, in which I could gather
maximum information about the project I was working upon. Monitoring
The prepaid and postpaid connections recharge coupons of Tata Indicom with respect to
other service providers. And also to study the internal and external retail visibility of Tata
Indicom.
TIME SCOPE:
I started my study from May 2006 to July 2006. Thus, the time
Period for my project work was only two months. And the information collected
Is from the study during these two months.
GEOGRAPHICAL SCOPE:
Because of the time limitations of two months and transportation barrier, I was only able
to cover the major market places in Jaipur city.
INDUSTRY PROFILE
THE INDIAN TELECOM SECTOR
India is the fourth largest telecom market in Asia after China, Japan and South
Korea. The Indian telecom network is the eighth largest in the world and the second
largest among emerging economies. At current levels, telecom intensiveness of Indian
economy measured as the ratio of telecom revenues to GDP is 7% as compared with over
11% in developed economies.
Historically, the telecom network in India was owned and managed by the
Government considering it to be a natural monopoly and strategic service, best under
state's control. However, in 1990's, examples of telecom revolution in many other
countries, which resulted in better quality of service and lower tariffs, led Indian policy
makers to initiate a change process finally resulting in opening up of telecom services
sector for the private sector.
The Indian telecommunication network is undergoing a revolutionary change, in
terms of coverage, quality and range of services. As of September 1999, the network
equipment capacity has grown to 22.63 million lines in about 25,394 exchanges and has
registered an annual growth rate of 16.5 percent over the last six years, amongst the
fastest in the world. J P Morgan, the global equity research and investment company, has
forecast an annual growth of over 20 percent for the Indian telecom sector over the next
five years.
The demand for the next 10 years is estimated to be 81.83 million lines (i.e. an
addition of 67.40 million lines). Assuming that the Department of Telecommunication
('DOT') is able to grow at an annual rate of 12-13 percent through internal accruals alone,
the projected demand gap is expected to range between 20 and 25 million lines in 2007.
Investments to the tune of Rs1, 900 billion (US$ 53 billion) are required for the provision
of these new connections.
Indian telecom is poised for a boom by the turn of the century. The network is
expected to expand to a level of 20 million connections. Here by various services
provided to customers with value added services like Credit Card Authorization, Voice
Mail and AudioNet Services, Electronic Mail, Public Mobile Radio Trunking Service,
Radio Paging Service etc.
Talking about service like 1(G), 2(G), and 3(G) services which are in boom,
nowadays every subscriber wants value added services like visual radio and push to talk
services which belongs to 3(G) technology, in India 3(G) technology in form of visual
radio launched in Delhi. In brief
1(G) technology: - First generation technology or 1(G) technology is an analog
technology used for telecommunications, license is issued to only to operator.
2(G) technology: - Second generation technology is a digital technology used for
telecommunications. Introduced in 1990 s, perfect example of 2(G) are GSM (GLOBAL
SYSTEM OF COMMUNICATION) and CDMA (CODE DIVISION MULTIPLE
ACCESS), well 2(G) technology is successor of 1(G) technology.
3(G) technology-: Third generation technology is a triple play having video as well as
data. It s a more mature technology, 3(G) has 4-5 times higher voice capability than 2(G)
services. This service better serves to higher advantage to rich mobility experience.
COMPANY PROFILE
Tata TeleServices Limited spearheads the Group's presence in the telecom sector.
Incorporated in 1996, Tata TeleServices was the first to launch CDMA mobile services in
India with the Andhra Pradesh Circle.
Starting with the major acquisition of Hughes Telecom (India) Limited [now
renamed Tata TeleServices (Maharashtra) Limited] in December 2002, the company
has swung into expansion mode. Tata TeleServices operates in 20 circles i.e. Andhra
Pradesh, Chennai, Gujarat, Karnataka, Delhi, Maharashtra, Mumbai, Tamil Nadu,
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