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I, Æ
      , hereby declare that project report submitted by me entitled
³
 
  Æ      
 Æ

´
in the partial fulfillment for the degree of M.B.A to I.B.C.S, SOA university,Bhubaneswar is
the record of original work done by me . I have done this under under the guidance of internal
guide Lecturer Æ
  . No part of the content of this report has been
submitted to any institution/university for the award of any other degree. Previous works in
this field have been duly acknowledged as and when they have been referred.

Place: TaraPrasad Patra

Date: Regd no.

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This is serve gratitude to all those people without whom this PROJECT would have
never seen the light of the day. An endeavor is difficult to even initiate without the help of
many souls who were always there by the grace of god. This project is a blessing from them.

My project has become a reality only because of co operation of many people who had
helped me in completing this project. I sincerely extend my gratitude to Æ
 ! 

"#who has given me this golden opportunity to have an insight in the corporate world
and who has been a source of inspiration, guidance and support.

I       sincerely thank my esteemed guide Æ
  !  

"#
$! % " &! 'for his valuable guidance and co operation rendered to me throughout
the project report. It would not have been possible for me to complete this project without
their meticulous guidance and suggestions.

I give my thanks to  %(
  Æ  for his valuable contribution, co

operation and guidance from time to time for completion of this project.

Last but not the least I would like to thank my  !)  !) ! !!  
Æ who directly or indirectly help me during the course of project without which
project would have been a Herculean task.

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It¶s a thing of massive gratitude for me to present this summer training project report
on the topic 
 
  Æ        

Æ* 
* , completed in an unrivaled organization Æ,
at *
. Mobile telephony adoptions on the rise and recent technological
innovations have dramatically enhanced the capabilities of the wireless telephony.

The goal of this two months training was to bring together a group of corporate people
with me, so that I can learn the corporate culture from the mobile communication industry.
We will discuss the following topic areas and prior to the workshop; invite participants to
identify specific issues that they feel are particularly relevant and timely.

I myself have for a long time deeply interested in studying consumer trends &
behavior towards mobile industry.

This project attempts to Identify and define areas related to consumer behavior
regarding new connection services. It also attempts to develop at least first approach to these
areas, to think through polices, principles, and practices to accomplish the new tasks and to
satisfy the customer needs. By this practical training I am able to equip the manager with the
understanding, the thinking, the knowledge, and the skills for todays and also for tomorrow¶s
market exigency.

Initially I was just having the theoretical knowledge about all Marketing policies,
practices and functions, but after joining this organization, I got most of the practical
knowledge. I have come to know, what actually happens in the organizations.

Though it is not possible to have the information of all the spheres in market, in such a
very short period, but I tried to get more and more about all functions and practices applied in
practical working.

Now the mobile communication are the fastest growing industry .We can reach to
anyone, anywhere across world trough mobile connectivity. Justlook in the areas there in
health, education, banking, insurance, travel, couriers, manufacturing, entertainment,
government, computer, helpdesks; the list goes on .Market is going on global & so the need
of communication is emerging day by day«.

This project report has been painstaking and thoroughly prepared to cover extensively
various facets-both micro as well as macro-of the field of telecommunication marketing. Its
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coverage is broad and up to date and it is balanced in terms of concept and application. Since
customers are the most important asset of any organization, there is increased emphasis on
the need for understanding people in a manner to satisfy them through quality of services.

The language of the presentation is highly communicative so that it becomes

interesting and comprehensible.

This project is intended for a wide audience. It will be useful to not only the students
of management, marketing management and consumer behavior, but also to the people in
any other field and management practitioners who want to understand and enrich their
understanding of consumer trends & effectively manage their sale.

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|| TATA Docomo comes to you from the joint venture of, TATA tele services one of the
biggest company of India and NTT Docomo of Japan.NTT Docomo one of the pioneer in 3G
technology and having the biggest market share in Japanese market.

TATA Docomo provides a range of telecom services, which include cellular, Basic,
Internet and recently introduced national long distance. With a foot print of 18 telecom circles
in India, covering the four metros and more than four million satisfied customers.

The project is based on the study of consumer trends, behavior, preferences and level
of satisfaction and market size of TATA DOCOMO. This study titled as above aims at
exploring the new strategies followed by Tata DOCOMO. This study will also explore what
changes Tata DOCOMO is bringing in order to increase its visibility and market presence.
This study aims to explore the overall functioning and position of Tata DOCOMO Postpaid in
the marketplace. It also aims to know customer perception regarding Tata DOCOMO. To
know about these facts this report will primarily focus on the customer through retail outlay.
It is also important because it will explore the sales and distribution system of Tata
DOCOMO which is considered to be one of the strongest not only in the Orissa but also in
India. This project also covers a detailed observation and study of the retailer behaviors. The
various observations and studies were done through questioner, direct marketing, market
visits and from the prepaid dealer of Tata DOCOMO.

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Chapter ±1(Introduction)
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The project work entitled a PENETRATION OF TATA DOCMO BLACBERRY WITH
SERVICE IM MULTI BRAND OUTLET with special reference to Tata tele service.
This type of handset has been limited within premium class people only, still Tata docomo
has attempted to expand the boundary. The strategy of selling blackberry was to catch the
premium class market share. Persons using blackberry mostly ,use various services like,e-
mail,ims,browsing etc.the focus has been to find a long term customer base and enhancing
company¶s market share in that segment.
This project attempts to Identify and define areas related to consumer behavior
regarding new connection services. It also attempts to develop at least first approach to these
areas, to think through polices, principles, and practices to accomplish the new tasks and to
satisfy the customer needs.
Now the mobile communication s are the fastest growing industry .We can reach to
anyone, anywhere across world trough mobile connectivity. Just look in the areas they are in ;
health,education,banking,insurance,travel,couriers,manufacturing,entertainment,government,
computer helpdesks; the list goes on .Market is going on global & so the need of
communication is emerging day by day.
The data needed for the study has been collected from the retail outlet and from people
through questionnaires. Analysis and interpretation has been done by using the statistical
tools and data¶s are presented through tables and charts.

D
D Æ
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The project intended to promote blackberry handsets through multi brand outlets.
Though this type of handset has been limited within premium class people only, stillTata
docomo has attempted to expand the boundary.
The strategy of selling blackberry was to catch the premium class market share.
Persons using blackberry mostly ,use various services like,e-mail,ims,browsing etc.the focus
has been to find a long term customer base and enhancing company¶s market share in that
segment.
Day by day the no. of companyµs manufacturing handsets has increased in rapid
pace. There has been a cut throat competition between the companies to sell their handsets.
For selling those handsets and to get maximum profits, mbos have been a first destination for
brand searchers. To promote a set with service has no meaning without a multibrand outlet.
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This project attempts to Identify and define areas related to consumer behavior
regarding new connection services. It also attempts to develop at least first approach to these
areas, to think through polices, principles, and practices to accomplish the new tasks and to
satisfy the customer needs. By this practical training, I am able to equip the manager with the
understanding, the thinking, the knowledge, and the skills for todays and also for tomorrow¶s
market exigency.
Though it is not possible to have the information of all the spheres in market, in
such a very short period, but I tried to get more and more about all functions and practices
applied in practical working µI have particularly stress as on.
This is the boom time for mobile industry. Youths are having keen flair for mobile
communication.
Now the mobile communication s are the fastest growing industry .We can reach
to anyone, anywhere across world trough mobile connectivity. Just look in the areas they are
inhealth,education,banking,insurance,travel,couriers,manufacturing,entertainment,governmen
t,computer helpdesks; the list goes on .Market is going on global & so the need of
communication is emerging day by day.

D
+   
  , 
I saw that though the times area hard but if same thing innovative is done ,people will
get more craze for that. This study, complex as it is has acquired new dimensions with the
dynamic social and technological changes of the past two decades. Changing technologies,
cultural diversity, more educated work force and awareness of rights and privileges have
prompted a new look at the entire organizational structures and systems.
This project is intended for a wide audience. It will be useful to not only the students
of management, marketing management and consumer behavior, but also to the people in
any other field and management practitioners who want to understand and enrich their
understanding of consumer trends & effectively manage their sale.


D
-   .*  

A research question is the methodological point of departure of scholarly research
in both the natural sciences and humanities. It is the question which the research sets out
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to answer. The research questions are derived from the current basis of theory and
empirical evidence.|It aims to extend the existing market integration research by applying
an approach that focuses on an event which occurs at a later stage in the market
integration process but that is nevertheless likely to have a significant impact on the level
of market integration|||||||
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The overall objective of the project was to promote blackberry handsets trough multi
brand outlets. The strategy of selling blackberry was to catch the premium class market
share.

'!$%|&|

To Identify and define areas related to consumer behavior regarding new connection
services. It also attempts to develop at least first approach to these areas, to think through
polices, principles, and practices to accomplish the new tasks and to satisfy the customer
needs.

D
0   Æ 1

Research is a systematic method of finding solutions to problems. It is essentially an
investigation, a recording and an analysis of evidence for the purpose of gaining knowledge.
According to Clifford woody, ³research comprises of defining and redefining problem,
formulating hypothesis or suggested solutions, collecting, organizing and evaluating data,
reaching conclusions, testing conclusions to determine whether they fit the formulated
hypothesis.
D#(#D|! )*"|"#|
A sample design is a finite plan for obtaining a sample from a given population. Simple
random sampling is used for this study.
D#(#+|&$#|
The universe chooses for the research study is the multi brand outlet and people of
Bhubaneswar.
D#(#,|! )*|-#|
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Number of the sampling units selected from the population is called thesize of the sample.
Sample of 50 customer and 34 retailer shop were taken.
D#(#.|! )*"|$'$#|
The procedure adopted in the present study is Non probability sampling.
D#(#(|
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The data¶s were collected through Primary and secondary sources |
D#(#(#D|$ !$%|$#|
The primary sources are discussion with outlet and customer, data¶s collected through
questionnaire.
D#(#(#+|'!$%|$#|
The secondary data mainly consists of data and information collected from records, company
websites and also discussion with the management of the organization.
D#(#1|2!$#|
A well defined questionnaire that is used effectively can gather information on both overall
performance of the test system as well as information on specific components of the system.
A defeated questionnaire was carefully prepared and specially numbered. The questions were
arranged in proper order, in accordance with the relevance.
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D#(#3|! )*|
A finite subset of population, selected from it with the objective of investigating its properties
called a sample. A sample is a representative part of the population. A sample of 100
respondents in total has been randomly selected. The response to various elements under each
questions were totaled for the purpose of various statistical testing.
D#(#4|$!|0|!!#|
The data are presented through charts and tables.
D#(#5|*|!'|/6|0$| !*%#|
Microsoft excel is used.

D
2   , 

This project was undertaken for a specific period in Tata DOCOMO to find out the relevant
information regarding the increase of the sale of Tata DOCOMO blackberry through the retail
point, & how to maintain the brand image of Tata DOCOMO by providing its better service
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to the existing and new customer. It is an exercise that is well planned into the curriculum
giving the researcher a valuable opportunity to understand the working dynamics of the
organization and to experiment and exhibit the recently acquired management and
administration skills.

D
3    
.
Chapter 1 describes the importance of the project, relevance of the study, research
methodology, research question etc. chapter 2 describe about the company¶s profile.
Chapter 3 tells the objective of the company i.e. what is the vision, mission
etc.Chapter 4 describe the review of literature, and it means what strategy have
followed in earlier. Chapter 5 belongs to analysis and interpretation of data, what the
customer and retailer say. After that interpretation of data takes place. Chapter 6
indicates the result and after that suggestion an at last conclusion

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||||||||||A marketing strategy defines objectives and describes the way you're going to satisfy
customers in your chosen markets. It does not have to be written down but it is easier to
communicate to outsiders, like your bank manager or other investors, when it is.

A set of strategies found quite commonly in smaller businesses are growth strategies. One way to
look at strategies to grow your business is through the way you will use products and markets or
customers.

Ã|  !
%454 !  #!

Market penetration is a strategy of increasing your share of existing markets. You might
achieve this by raising customers' awareness of your products and services or finding new
customers. For further information on planning effective marketing communications see the
Related Items section below for a link to the Factsheet: Planning marketing communications.

Ã|  !
%45!6  #!

Market development is a strategy of finding and entering new markets with your current
product or service range. The new market could be a new region, a new country or a new
segment of the market. For further information on on selecting and entering new markets see
the Related Items section below for a link to the Factsheet: Entering new markets.

Ã|
!6
%454 !  #!
Product development is a strategy for enhancing benefits you deliver to customers by
improving your existing products and services or developing new ones.

Ã|
!6
%45!6  #!
Diversification is a strategy that usually carries high costs and high risks. It often requires
firms to adopt new ways of doing business and so has consequences far beyond simply
offering new products/services in a new market. It is therefore usually a strategy to be
adopted when other options are not feasible.

The key in marketing strategy is to understand and match the capabilities of your firm to the
opportunities available in the market. You will therefore need a range of information such as :

Ã| Æ #!7 data about the size and growth rate of the market, who potential customers are,
what they buy, when they buy, from whom and through whom do they buy, etc
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Ã| %
!8!7 data on who direct competitors are, their products, prices, etc. It also
helps to identify indirect or potential competitors who may take you by surprise.

Ã| ! 97 data within your business will help to assess the strengths and weaknesses of
your product/service and its core capabilities.

Your business judgement will play a key part in deciding marketing objectives, target markets
and suitable positioning strategies.

Æ #!& !&"4%%(7 

The constituent parts of a marketing strategy are based on a thorough and objective
understanding of the current situation. They usually include:

Ã| !4%
!%(!!7 the customer groups you serve the benefits they are seeking and
which you deliver, and the technology you use. This may provide you with what some
companies call a 'vision' or 'mission statement', a set of words explaining what your business
is about and where it is going.

Ã| Æ #!&% !48!7 e.g. market share, sales or market share growth, market entry,
increase awareness, etc.

Ã|  &!!&!
%%&7 the specific customer groups or segments you are

targeting and your business' position in those segments. For further information on
segmenting and targeting customers see the Related Items section below for a link to the
Factsheet: Segmentation, targeting and positioning.

Ã| Æ #!&:7 the products, price, place (distribution) and promotion that you are using as
'marketing tools' to deliver benefits to your customers and beat competitors.
Implementation: includes action plans, budgets, timescales and resources.

The best marketing strategy is not going to help if it you cannot implement it. When you have
finished your marketing strategy, it is worth checking that you have the operational capacity and
processes capable of fulfilling the extra orders, delivering on time and providing any extra services
reliably and efficiently.

If your order book has been increasing month-on-month, this would indicate a growing demand
from your products or services. Beware however, that sales can deflate as your competitors enter the
market, or you saturate it, so don't be over enthusiastic with your projected revenuein your business
plan.
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||There are four basic ways to improve your business revenue:|

1. Continue with what you are doing and increase the purchases from your existing client bank.

2. Take your existing products or services to new clients or change your routes to market. i.e. direct
sales, internet, catalogue.

3. Develop new services or products to sell to your existing clients.

4. Develop or bring in expertise to sell to a new market. i.e. freelance business development or sales.

There is no one single answer, all or any of them could be the answer for you.

So, as you plan your company's financial future, it's important to analyse carefully your
current market place in terms of your available client base and what your competitors are doing.
Remember to review your competitor analysis on a regular basis as they will be reviewing yours.

As well as growing organically using your existing resources, you could also expand by
buying a competitor or another business that will extend your current product or services range. This
is known as 'acquisition' this will generally require more business funding and often opportunities
present themselves when least expected.

Business owners often underestimate the amount of funding that that's needed to break into a
new market, launch a new product or service or even take on a major new contract.

However, to access this funding, you will need to spend considerable time and energy
creating a workable and viable strategic business plan, which should show that you have a good
grasp and understanding of how much cash you need and what your intended use will be.

BlackBerry is a line of mobile e-mail and smart phone devices developed by Canadian
company Research in Motion (RIM). While including typical smart phone applications
(address book, calendar, to-do lists, etc., and telephone capabilities), the BlackBerry is
primarily known for its ability to send and receive Internet e-mail wherever it can access a
mobile network of certain cellular phone carriers. It commands a 20.8% share of worldwide
smartphone sales, making it the second most popular platform after Nokia's Symbian OS. The
first BlackBerry device was introduced in 1999 as a two-way pager. In 2002, the more
commonly known smartphone BlackBerry was released, which supports push e-mail, mobile
telephone, text messaging, Internet faxing, Web browsing and other wireless information
services. It is an example of a convergent device.
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BlackBerry first made headway in the marketplace by concentrating on e-mail. RIM currently
offers BlackBerry e-mail service to non-BlackBerry devices, such as the Palm Treo, through
the BlackBerry Connect software.

The original BlackBerry device had a monochrome display, but all current models have color
displays. Most current BlackBerry models have a built-in QWERTY keyboard, optimized for
"thumbing", the use of only the thumbs to type, and there are also several models that include
a SureType keypad for typing, and two models that are full touch-screen devices with no
physical keyboard. System navigation is primarily accomplished by a scroll ball, or
"trackball" in the middle of the device, older devices used a track wheel on the side.

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 Tata Teleservices Limited spearheads the Tata Group¶s presence in the telecom sector. The Tata
Group had revenues of around USD 70.8 billion in Financial Year 2008-09, and includes over 90
companies, over 363,039 employees worldwide and more than 3.5 million shareholders.

Incorporated in 1996, Tata Teleservices is the pioneer of the CDMA1x technology platform
in India. It has embarked on a growth path since the acquisition of Hughes Tele.com (India) Ltd
[renamed Tata Teleservices (Maharashtra) Limited] by the Tata Group in 2002. It launched mobile
operations in January 2005 under the brand name  4% and today enjoys a pan-India
presence through existing operations in all of India¶s 22 telecom Circles. The company is also the
market leader in the fixed wireless telephony market. The company¶s network has been rated as the
µLeast Congested¶ in India for five
consecutive quarters by the Telecom
Regulatory Authority of India through
independent surveys.

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  Æ brand
name. TATA DOCOMO arises out of the Tata Group¶s strategic alliance with Japanese telecom
major NTT DOCOMO in November 2008. TATA DOCOMO has received a pan-India license to
operate GSM telecom services²and has also been allotted spectrum in 18 telecom Circles. The
company has rolled out GSM services in 17 of India¶s 22 telecom Circles in the quick span of less
than a year.

TATA DOCOMO marks a significant milestone in the Indian telecom landscape, and has
already redefined the very face of telecom in India, being the first to pioneer the per-second tariff
option²part of its µPay for What You Use¶ pricing paradigm. Tokyo-based NTT DOCOMO is one of
the world¶s leading mobile operators²in the Japanese market, the company is the clear market
leader, used by over 50 per cent of the country¶s mobile phone users.

Tata Teleservices operates under six different brands²

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1)  4%(CDMA services),
2) %4%%(GSM services),
3)  &Æ%9!)
4)9#" (which is the brand for fixed wireless phones),
5)%% (the company¶s brand that provides a variety of options for wireless mobile
broadband access) and
6) +/. TTSL recently entered into a strategic partnership agreement with Indian retail giant Future
Group to offer mobile telephony services under a new brand name²T24²on the GSM platform.
The exciting new brand was unveiled in February and it has commenced the GSM operations under
the brand name T24 in Andhra Pradesh and will roll out services in other circles shortly.

Today, Tata Teleservices Ltd, along with Tata Teleservices (Maharashtra) Ltd, serves nearly
70 million customers in more than 450,000 towns and villages across

The country, with a bouquet of telephony services encompassing Mobile Services, Wireless
Desktop Phones, Public Booth Telephony and Wire line Services. TTSL¶s bouquet of telephony
services includes mobile services, wireless desktop phones, public booth telephony, wire line
services and enterprise solutions.

.TTSL was named The Best Emerging Markets Carrier by Telecom Asia, and received 8
awards at the World HRD Conference, including 5th Best Employer in India. The company also
received 3 awards at the Telecom Operator Awards 2010 from Tele.net; Best Company, CEO of the
Year and Best Quality of Service, and ×


 
award for µÆ% %88! %(!
! ;


! :4!99!4!Æ%!9

Tata Business Excellence Model is a framework which helps companies to achieve

excellence in their business performance. This is the chosen model by theTATA group to help
in building globally competitive organizations across TATA Group companies. TBEM is
based on the Malcolm BAL ridge National Quality Award Model of the U.S.

! ! 8! !!
%  %9! !&!&4%
!8!!7

Ã| To help improve organizational performance practices, capabilities, and results

Ã| To facilitate communication and sharing of best practices information among all

organizations within TATA Group.

Ã| To help in guiding organizational planning and opportunities for learning

 |
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! !  !9%!(%99%6&!%(D ! !9!% !9!%4!
7

Ã| Visionary Leadership

Ã| Customer-driven Excellence

Ã| Organizational and Personal Learning

Ã| Valuing Employees and Partners

Ã| Focus on the Future

Ã| Managing for Innovation

Ã| Management by Fact

Ã| Social Responsibility

Ã| Focus on Results and Creating Value

Ã| Agility

The Core Values and Concepts are embodied in seven Categories, as follows:

Ã| Leadership

Ã| Strategic Planning

Ã| Customer and Market Focus

Ã| Measurement, Analysis, and Knowledge Management

Ã| Work force Focus

Ã| Process Management

Ã| Business Results

Æ

Tata DOCOMO is Tata Teleservices Limited¶s 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 license to operate GSM
telecom services in 19 of India¶s 22 telecom Circles-and has also been allotted spectrum in 18
telecom Circles. Of these, it has already rolled out services in 17 Circles-Tamil Nadu, Kerala,
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Orissa, Karnataka, Andhra Pradesh, Maharashtra, Mumbai, Madhya Pradesh-Chhattisgarh,
Haryana-Punjab, Kolkata, Rest of West Bengal, Jharkhand, Bihar, UP (East), UP (West),
Gujarat and Himachal Pradesh.

Tata DOCOMO marks a significant milestone in the 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 the clear market
leader, used by over 50 per cent of the country¶s mobile phone users.

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 technology,
as also products and services like the I-Mode, e-wallet and a plethora of lifestyle-enhancing
applications. Today, while most of the rest of the industry is only beginning to talk of 4G
technology and its possible applications, DOCOMO has already started conducting 4G trials
in physical geographies, not just inside laboratories!

DOCOMO is a global leader in the VAS space, both in terms of services and handset
designs, particularly integrating services at the platform stage.

Tata DOCOMO has also set up a µBusiness and Technology Coordination Council¶,
comprising of senior personnel from both companies. The council is responsible for the
identification of key areas where the two companies will work together. DOCOMO, the
world¶s leading mobile operator, will work closely with the Tata Teleservices Limited
management and provide know-how to help the company develop its GSM business.

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. Tata Teleservices has received a pan-India license to operate
GSM telecom services, under the brand Tata DOCOMO 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 Tata DOCOMO brand marks a significant milestone in the 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 in Japan with a 50 per cent
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 3Gtechnologies, as also
products and services like the i-modeTM, mobile payment and a 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 Tata DOCOMO brand.

TATA DOCOMO also introduces blackberry mobile phone with services for corporate
people.

Tata DOCOMO has also set up a 'Business and Technology Cooperation Committee,
comprising of senior personnel from both companies. The committee is responsible for the
identification of key areas where the two companies will work together. DOCOMO, the
world's leading mobile operator, will work closely with the Tata Teleservices Limited
management and provide know-how on helping the company develop its GSM business.

BLACKBERRY HANDSET

94#! " is a line of mobile e-mail and Smartphone devices developed by

Canadian company Research In Motion (RIM). While including typical Smartphone
applications (address book, calendar, to-do lists, etc., and telephone capabilities), the
BlackBerry is primarily known for its ability to send and receive Internet e-mail wherever it
can access a mobile network of certain cellular phone carriers. It commands a 20.8% share of
worldwide Smartphone sales, making it the second most popular platform after Nokia's
Symbian OS.[2][3] The service is available in North America and in most European
countries.[4]
|
|
The first BlackBerry device was introduced in 1999 as a two-way pager. In 2002, the
more commonly known Smartphone BlackBerry was released, which supports push e-mail,
mobile telephone, text messaging, Internet faxing, Web browsing and other wireless
information services. It is an example of a convergent device.

The original BlackBerry device had a monochrome display, but all current models have
colour displays. Most current BlackBerry models have a built-in QWERTY keyboard,
optimized for "thumbing", the use of only the thumbs to type, and there are also several
models that include a Sure Type keypad for typing, and two models that are full touch-screen
devices with no physical keyboard. System navigation is primarily accomplished by a scroll
ball, or "trackball" in the middle of the device, older devices used a track wheel on ht e side
and newer devices like the Blackberry Bold 9700 or Curve 8520/8530 use a small pad for
navigation "track pad" instead of a trackball.

Tata docomo introduce black berry mobile with service for corporate
people, celebrities¶ etc.TATA DOCOMO provide 3 top model of blackberry:-

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TATA DOCOMO SERVICES
|
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Tata Teleservices, in October 2007 launched Tata Zone, an infotainment portal on Tata
Indicom BREW-enabled mobile phones, in Hindi. This service has applications, pricing
details, downloads and browsing instructions in Hindi. The rationale behind this was simple:
- 66% of all Indians speak Hindi, while less than 5% understand English.
Tata DoCoMo was formed in November 2008 as an alliance between Tata
Teleservices and NTT Do Como
Currently, Tata Docomo Mobile service is available in these following circles:
Ã| Andhra Pradesh
Ã| Bihar & Jharkhand
Ã| Chennai
Ã| Gujarat
Ã| Haryana
Ã| Himachal Pradesh
Ã| Karnataka
Ã| Kerala
Ã| Kolkata
Ã| Madhya Pradesh
Ã| Maharashtra & Goa
Ã| Mumbai
Ã| Orissa
Ã| Punjab
Ã| Tamil Nadu
Ã| Uttar Pradesh (East)
Ã| Uttar Pradesh (West)
Ã| West Bengal
Ã| Chhattisgarh
It offers both prepaid and postpaid GSM cellular phone with presence in 11 circles including
Madhya Pradesh & Chhattisgarh, Orissa, Maharashtra & Goa, Punjab, Haryana, Uttar Pradesh,
Karnataka, Kerala, Tamil Nadu, Chennai, and West Bengal. It has become very popular with its
one second pulse especially in semi-urban and rural areas. They are launching their service from
the south of India to central, east and north.

 ((9

TATA DOCOMO recently launched BlackBerry Services. As of now TATA

DOCOMO users have option to choose between 2 Plans -+<< and =<<. Plan Do
299 is a basic plan; it allows checking up to 10 of your mails like Hotmail, Yahoo, and
|
|
Gmail etc. So DO 299 Plan is for those people whose primary requirement is to check &
send emails and chat while on the move. Plan Do 899 provides unlimited Domestic Data
Usage. International Data is charged at Rs.5.5 per 10 KB. If you are using any one
of TATA DOCOMO's partner networks while roaming nationally then your data usage
through the BlackBerry Browser (which includes Instant Messaging, access to configured
mails on the device and social networking through Face book or MySpace icons on the
Device) is free on the DO 899 and DO 299 BlackBerry Data Plans.. Only usage of the
Dive-In Portal (WAP Portal) and Internet Browsing (either as a tethered modem or
through any other browser other than the BlackBerry Browser) will be charged at the rate
of 10 paisa/10 KB.

%
 %7%+<<$Æ99!'%=<<$ '





94#! "! !! 84!
The easiest way of getting e-mails, instant messages, socially networking or just browsing the
net. Most suitable for individuals who plan to carry their lives with them on the move.
! !
Ã| 44! 
 % D -5 Æ !9 44%7Now configure your personal mails
like Yahoo!, Gmail , Rediff, Hotmail, etc.
Ã| *9! !97 There is no quota on BlackBerry Internet Service with our
unlimited data plan.
|
|
Ã|  Æ!&&7Including Yahoo! Messenger, Google Talk and Windows Live
Messenger.
Ã| Æ9
9! 9%:! 8!6 % !97 Your BlackBerry handheld will show all
configured mailboxes in a single screen.
Ã| 4! 8!6&7 Open and view email attachments in any of these popular
formats : Microsoft Word (.doc), Microsoft PowerPoint (.ppt), Microsoft Excel (.xls)
,Adobe pdf (.pdf), Corel Wordperfect ( .wpd), ASCII text (.txt), ZIP Archive ( .zip),
Images (.jpg, .bmp, .png, .gif, .tiff).
Ã| ! ! %6&7Browse and surf websites anytime.
94#! " ! !! 84!
It¶s never been easier getting email, attachment viewing, web browsing and instant messaging
on the go!
BlackBerry Internet Service can be up and running in just a few steps, regardless of email
account type - and without IT support. It¶s the easiest, most affordable way for individuals or
small businesses to start using BlackBerry devices.
BlackBerry push technology lets you receive your email effortlessly because messages are
automatically pushed to your device.
Æ9
9!!944%!& %
Add up to 9 supported personal and work email addresses on your BlackBerrySmartphone.
And if you need a new one, choose a unique BlackBerry email address just for your
Smartphone.
! %95! ! 944!
Enjoy the convenience of automatic, push delivery and mailbox synchronization with the
most popular Internet-based email accounts on your BlackBerry Smartphone. Whether you
prefer AOL Mail, Windows Live Hotmail, Google Mail or Yahoo! Mail, enjoys on-the-go
access to your web mail.
4 !>
On BlackBerry smart phones with cameras, you can take pictures and then email your shots
to friends or family. Just snap and send!
 %6! 
Take the web with you. With the BlackBerry Internet Service browser, you get full access to
the Internet on the go, so you can browse the same sites on your BlackBerry device that you
browse at your desktop PC.
"%46"% 
! %94%4
Take your instant messaging with you. Instant messaging (IM) applications on BlackBerry
smart phones keep you in touch with your IM contacts²no matter where you are or what
you're doing.
The BlackBerry Internet Service gives you access to many of the instant messaging
applications that you already use on your BlackBerrySmartphone, including:
BlackBerry smart phones support Yahoo! Messenger, Windows Live Messenger, Google
Talk, AOL Instant MessengeR service and ICQ when integrated with BlackBerry Internet
Service
|
|
"%4994#! "
Update your status the moment you feel like it. Instantly share and tag funny pictures you just
took. Post on your friends¶ walls from wherever you are! Stay in touch with your social world
from almost anywhere with social networking on your BlackBerrySmartphone.
Post, poke and more with Face book , share all your pictures on the go with Flicker and get
everything you love about MySpace on your BlackBerrySmartphone
1 Certain features outlined herein require a certain BlackBerry Smartphone or a minimum
version of BlackBerry Desktop Software and/or BlackBerry Device Software. 2 When you
subscribe for, acquire, or use third party products and services with RIM products or services
you accept that: 1. It is your sole responsibility to (a) ensure that your airtime service
provider will support all of their features; (b) identify and acquire all required intellectual
property and other licences prior to installation or use and to comply with the terms of such
licences; 2. RIM provides such products and services on an ³AS IS´ basis with no express or
implied conditions, endorsements, guarantees, representations or warranties of any kind, and
assumes no liability whatsoever with respect to them.

Æ   
Ã| Wouldn't it be great if you could check your emails on the go, and get instant
messaging at an affordable price with absolutely no usage charges.
Ã| Now check upto 10 of your mails like Hotmail, Yahoo!, Gmail.
Ã| This could also be your official account on POP3 access.
Ã| You may also view and send attachments in popular formats like MS Word, MS
Excel, and PowerPoint.
Ã| That's not all. Chat with your friends on all the popular messengers like MSN, Gtalk,
Yahoo! Messenger.
Ã| What's more... it works on any BlackBerry device on Tata DOCOMO
Ã| All this at an unbelievable monthly rental of Rs. 299 only!
Ã| So if your primary need is to check email and chat while on the move, Tata
DOCOMO DO 299 is for you.

94#! "Æ!
It¶s never been easier to get email, attachment viewing, and instant messaging on the go!
BlackBerry MaiLite can be up and running in just a few steps, regardless of email account
type and without IT support. It¶s the easiest, most affordable way for individuals or small
businesses to start using BlackBerry devices.
BlackBerry push technology lets you receive your email effortlessly because messages are
automatically pushed to your device.
! %95! ! 944!
Enjoy the convenience of automatic, push delivery and mailbox synchronization with the
most popular Internet-based email accounts on your BlackBerry smartphone. Whether you
|
|
prefer AOL Mail, Windows Live Hotmail, Google Mail or Yahoo! Mail, enjoy on-the-go
access to your web mail.
 !98! "!4%9%&"
Messages are delivered automatically to your smartphone and you can be notified as soon as
they arrive.2
!64!
There¶s no need to wait until you¶re in front of your computer to open attachments. Whether
it¶s a picture from last weekend¶s party or an important presentation from a co-worker, you
can open it on the spot. Supported attachment formats include:
Ã| JPEG
Ã| Adobe PDF
Ã| Microsoft Word, Microsoft Excel and Microsoft PowerPoint
4 !>
On BlackBerry smartphones with cameras, you can take pictures and then email your shots to
friends or family. Just snap and send!
"%46"% 
! %94%4
Enjoy many of the instant messaging features you already enjoy on your computer on your
BlackBerry smartphone, including Yahoo! Messenger,Windows Live Messenger, Google Talk
,AOL Instant Messenger service and , when integrated with your BlackBerry MailLite
service.
1.| Certain features outlined herein require a certain BlackBerry smartphone or a
minimum version of BlackBerry Desktop Software and/or BlackBerry Device
Software.
2. When you subscribe for, acquire, or use third party products and services with RIM
products or services you accept that: 1. It is your sole responsibility to (a) ensure that
your airtime service provider will support all of their features; (b) identify and acquire
all required intellectual property and other licences prior to installation or use and to
comply with the terms of such licences; 2. RIM provides such products and services
on an ³AS IS´ basis with no express or implied conditions, endorsements, guarantees,
representations or warranties of any kind, and assumes no liability whatsoever with
respect to them.

DO 899 DO 299

Rental / Month 899 299

Free Domestic Data usage (in KB) unlimited unlimited email and IM only

Data Usage Charges (per KB in paisa) nil nil

|
|

TTSL offers services such as News, Games, Faith and Prayers, Ring tones, Streaming TV,
Fun Shows, Video Zone, Song Download Express, Cricket, Internet Surfing, Astrology, and
Mobile Office among others.

!8!94!%%(89!!! 84!(% % 4%! 
!!49!7

%(! !4&7
This enables you to involve three people (including yourself) in one telephonic conversation.
You can use the conferencing facility even when the Tata Indicom Public Phone Booth is
closed, from the comfort of your home. The Tata Indicom Public Phone Booth conferencing
has a user-friendly Auto Caller Unit (ACU) system with a voice prompt facility that provides
complete privacy for conversations. An independent number and password ensure utmost
security. At the end of the call the ACU announces the call charges and balance credit
amount.
%%499&7
You can call to update yourself on your horoscope, cricket scores, tension easers
(jokes and thought of the day), city information and news.
? "7
Enquiry everywhere!
%! ! 84!7
This is a dedicated customer call centre, available for all queries, complaints and suggestions

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During my summer training period I have visited 34 multi brand outlay. Detail
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From above chart we find that the percentage of sale of nokia is more as compare to other
company.it indicate that people refer the nokia mobile very much .

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25% customers prefer airtel blackberry, 10% tata docomo customer and 30% is blackberry
customer getting other service.

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Sl. no Description %
1 MATRICULATE 3
2 Graduate 39
3 Post graduate 26
4 Others 32

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Current issues/ gaps
Customer related
Ã| Life Cycle Management - No monitoring & managing of BB customer life Cycle.
Ã| No dedicated resource for Network visits for Blackberry.
Ã| Not in reach of Customer- Issue of Match Box Distribution.

Visibility gaps
Ã| Visibility of Blackberry Product POP material is very Low
Ã| Stock Availability in Retail is Nil
Ã| Promoter of Blackberry is not present in any retail outlet.

Handheld support gaps

|
|
Ã| Demo handheld to Retail Market

Ã| Handheld Price is not competitive as Local Mkt. BB handheld.

Ã| BB connect services should start in BBSR Mkt.

Ã| No Knowledge of Blackberry Handheld & Services to retail Mkt.(Technical &

Feature)

Ã| Handheld Model unavailability.

Ã| IMEI Base of top High End user of handset Data base of Tata Docomo.

Ã| High Investment Business.

Relationship building gaps

Ã| No monitoring & managing of customer life Cycle.

Ã| Retailer Engagement toward the BB Handheld.

Ã| No welcome visit to customer for configuration the handheld and

transfer the Data.

Ã| Fear of after Sales Services

Ã| The customer is a highly demanding. We are not well trained to

provide services to him.

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±| Identify Top Multi Brand Outlets selling handsets of 20k & Above.
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±| Touch base with the MBO and explain the margins on Blackberry.

±| Leverage DSE financial strength for extension of credit to MBO to start with.

±| Training of MBO staff on Blackberry.

±| Placement of product along with leaflets, broachers, Danglers etc.

±| Convincing of MBO for in-shop branding at the MBO to attract walk in.

±| Deployment of promoters at the upcoming interested MBO to help execute

sales of Blackberry initially.

±| BB SPOC in one 1 per DSA & Promoter to be place in MBO.

±| DEMO handheld to provide in MBO.

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By virtue of its connectivity and advertising strategy TATA DOCOMO is successful in
grabbing the market share to some extent, in India.
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But despite of this TATA DOCOMO has a long way to go. In order to dominate big
players like Airtel, reliance and BSNL, it has to create stronger network and as customers are
giving more emphasis on network.

Now market has become so competitive, in order to sustain and increase market share,
new schemes should be introduced. The schemes should be changed in regularly.

In order to make advertisements more popular more celebrities should be signed.

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|||||||||The conclusion of my study is that TATA DOCOMO¶S Advertisement has a major

impact on its users. People like its schemes very well. TATA DOCOMO has created a good
image on the mind of the new users of cellular service. TATA DOCOMO has adopted a very
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good strategy by providing a new connection with blackberry, which is perceived as a
premium class mobile. Within one and a half year.

The project was a good learning experience for me as I got an opportunity to apply
my theoretical and conceptual knowledge on marketing through Tata DOCOMO¶s new
marketing strategies. From the analysis it may be concluded that though the retail point
outlay the penetration of blackberry should generate a good business for the company in the
future.

TATA DOCOMO is successful in capturing a major portion of the market, adopting

various strategies like heart touching advertisements and promotion through MBO¶s .It has
also increased its goodwill by promoting several NGO¶s .For providing best service and
grabbing market opportunity it has got Asian award as the best company in emerging market.

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:: 8|

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||||||||||||||||||9..$$$   . &
"


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"


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 ."  ""

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×

||||||||||||||' MARKETING MANAGEMENT, PHILIP COTLER
' FUNDAMENTALS OF MARKTING, KOTLER & ARMSTRONG

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2!$|
À|$% $|
NAME:-««««««««.
OUTLET NAME: - «««««««««
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ADDRESS:-«««««««
CONTACT NUMBER: - ««««««««.
1)| WHICH COMPANY MOBILE U SELLS MORE?
a)| NOKIA
b)| SAMSUNG
c)| LG
d)| SONY ERICSSON
e)| OTHER
f)| ALL OF THE ABOVE
2)| DO YOU SELL BLACKBERRY?
a)| YES
b)| NO
IF YES THEN PROCEED,
3)| WHAT IS THE PERCENTAGE OF BLACKBERRY SOLD IN A MBO?
a)|0-10
b)|11-20
c)| 21-30
d)|31-40
e)| ABOVE 40

4)| DOES U THINK SERVICE IS IMPORTANT WITH BLACKBERRY?

a)| YES
b)| NO
5)| ACCORDING TO YOU WHICH ARE THE BEST SERVICE FOR BLACBERRY?
a)| AIRTEL
b)| TATA DOCOMO
c)| IDEA
d)| VODAFONE
e)| RELIANCE
f)| OTHER
If TATA DOCOMO then proceeds further,
6) WHICH FEATURE OF TATA DOCOMO FORCED YOU TO USE IT?
A) ADVERTISEMENT B) CONNECTIVITY C) SCHEMES D) GOODWILL E) OTHER
(SPECIFY)
7) HOW MANY TATA DOCOMO CUSTOMER IN YOUR OUTLET?
A) LESS THAN10% B)10 TO 30% C)30 TO 50% D)50 TO 70% E)MORE THAN 70%
8) DO YOU THINK TATA DOCOMO CAN BECOME MARKET LEADER ONE DAY ?
A) YES B)NO C)CAN¶T SAY
9) WHICH TYPE OF CUSTOMER IS COMING TO YOUR OUTLET?
a) LOWER CLASS
B) LOWER MIDDLE CLASS
C) MIDDLE CLASS
D) UPPER MIDDLE CLASS
E) HIGHER CLASS
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10) WHAT IS THE PERCENTAGE OF UPPER MIDDLE CLASS AND HIGHER CLASS
CUSTOMER COMING TO YOUR OUTLET?
A) 0-20
B) 21-40
C) 41-60
D) 61-80
E) ABOVE 80
À|&' %($|
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1)| YOUR EDUCATION QUALIFICATION:-
A)| MATRICULATE
B)| GRADUATE
C)| POST GRADUATE
2)| YOUR SEX:-
a)| MALE
b)| FEMALE
3)| YOUR MARITAL STATUS
a)| SINGLE
b)| MARRIED
4)| YOUR AGE :-
a)| 15-18 YEARS
b)| 19-25YEARS
c)| 26-35YEARS
d)| ABOVE 35 YEARS
5)| YOUR OCCUPATION:-
a)| GOVT. SERVICE
b)| PVT SERVICE
c)| BUSINESS
d)| SELF ±EMPLOYED PROFESSIONALS
e)| HOUSE WIFE
f)| OTHERS
6)| YOUR MONTHLY INCOME:
a)| LESS THAN 10000
b)| 10000-15000
c)| 15000-20000
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d)| ABOVE 20000

7)| WHICH COMPANY MOBILE SET YOU USE?

a.| NOKIA
b.| SAMSUNG
c.| LG
d.| SONY ERICSSON
e.| OTHER
8)| WHAT IS THE PRICE OF THE MOBILE SET?
a.| 0-5000
b.| 5001-10000
c.| 10001-15000
d.| 15001-20000
e.| ABOVE 20001
9)| WHICH SERVICE THAT YOU USE?
a.| AIRTEL
b.| TATA DOCOMO
c.| BSNL
d.| IDEA
e.| VODAFONE
f.| AIRTEL
g.| RELIANCE
h.| OTHER
10)|YOU KNOW ABOUT BLACKBERRY?
a)| YES
b)| NO

IF YES THEN PROCEED,

11)|IF YOU WANT TO BUY A BLACKBERRY SET THEN WHICH SERVICE YOU
USE IN THAT SET?
A)| AIRTEL
B)| TATA DOCOMO
C)| IDEA
D)| VODAFONE
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E)| RELIANCEE
F)| OTHER
IF TATA DOCOMO THEN PROCEED,
6) WHICH FEATURE OF TATA DOCOMO FORCED YOU TO USE IT?
A) ADVERTISEMENT B) CONNECTIVITY C) SCHEMES D) GOODWILL E) OTHER
(SPECIFY)
7) HOW MANY TATA DOCOMO USERS ARE IN YOUR PHONE BOOK?
A) LESS THAN10% B) 10 TO 30% C) 30 TO 50% D) 50 TO 70% E) MORE THAN
70%
8) WHICH TYPE OF ADVERTISEMENT YOU MOST LIKE IN TATA DOCOMO?
A) AUDIOVISUAL B) PRINT C) AUDIO D) BILLBOARDS
9) WHAT DO YOU LIKE IN TATA DOCOMO?
A) POST PAID B) BROAD BAND C) DOCOMO+BLACKBERRY D) 1S PULSE
10) WHICH SERVICE YOU LIKE MOST IN TATA DOCOMO?
A) MISSED CALL ALERT B)FREE RINGTONES C)FREE HELLO TUNE D) ASTRO
PACK E)JOKES F)NEWS ALERT G)CRICKET H)ALL
11) DO YOU THINK TATA DOCOMO CAN BECOME MARKET LEADER ONE DAY?
A) YES B) NO C) CAN¶T SAY
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