GROUP PROFILE

There is a difference between making money

for oneself and creating wealth for others. This

is the story of a business house that has

created wealth for a nation. It is a story of

struggle, anxiety, adventure and achievement.

This is the story of pioneers.

The TATA Group was founded by JAMSETJI NUSSERWANJI TATA in the mid

19th century, a period when India had just set out on the road to

gaining independence from British rule.

The Tata Group has operations in more than 54 countries across six

continents, and its companies export products and services to 120

nations.

THE GROUP PURPOSE

At the Tata Group their 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.

• Their heritage of returning to society what they earn evokes trust

among consumers, employees, shareholders and the community.

• The Tata name is a unique asset representing leadership with trust.

CORE VALUES

Tata has always been values-driven. These values continue to direct

the growth and business of Tata companies. The five core Tata values
underpinning the way we do business are:

• Integrity:
We must conduct our business fairly, with honesty and transparency.
Everything we do must stand the test of public scrutiny.

• Understanding:
We must be caring, show respect, compassion and humanity for our
colleagues and customers around the world, and always work for the
benefit of the communities we serve.

• Excellence:
We must constantly strive to achieve the highest possible in our day-

to-day work and in the quality of the goods and services we serve.

• Unity:
We must work cohesively with our colleges across the group and with
our customers and partners around the world, building strong
relationships based on tolerance, understanding and mutual
cooperation.

• Responsibility:
We must continue to be responsible, sensitive to the countries,
communities and environments in which we work, always ensuring
 that what comes from the people goes back to the people many times
over.

THE RATAN REVOLUTION

Ratan N Tata has been chairman of Tata Sons, the
Tata promoter company, since 1991. He is also
chairman of other Tata companies, including Tata
Motors, Tata Steel, Tata Consultancy Services,
Tata Power, Tata Tea, Tata chemicals, Indian
Hotels and Tata Teleservices.

OBJECTIVES
• Returns must be greater than cost of capital.

• Economies of scale should be derived.

• Each company must be the industry leader occupying one of the top

three positions.

• The business identified must have potential for high growth and should

be globally competitive.

Dr. JAMSHED IRANI:

“Always identify customer’s requirements, segregate

the market accordingly and then cater to the

requirement of that particular market segment".

- Mr Bijou Kurien, vice president, Titan

GROUP HOLDING STRUCTURE
 TATA TELE RETAIL BUSINESS

Tata Tele Retail Business is a subsidiary of the Tata Group

headquartered in Navi Mumbai, an Indian conglomerate. It operates under
the brand name Tata Indicom in various telecom circles of India. In Nov
2008, Japanese telecom giant NTT Docomo picked up a 26 per cent equity
stake in Tata Teleservices for about Rs 13,070 crore ($2.7 billion) or an
enterprise value of Rs 50,269 crore ($10.38 billion). In Feb 2008, TTSL
announced that it would provide CDMA mobile services targeted towards
the youth, in association with the Virgin Group on a Franchisee model
basis.

Tata Teleservices Provides mobile services under 3 Brand names:

• Tata Indicom (CDMA Mobile operator)

• Tata DoCoMo (GSM Mobile operator)
• Virgin Mobile (CDMA Mobile operator)
• Virgin Mobile (GSM Mobile operator)
• Tata Sky (DTH Satellite TV provider)

SENIOR MANAGEMENT

Mr. Sardana is an Electrical Engineer from Delhi University College of

Engineering and a Post Graduate in Cost Accountancy
(ICWAI). He also has a Post Graduate Diploma in
Management from Delhi apart from having attended the
Top Management Programme from Indian Institute of
Management, Ahmedabad. Before taking over the reigns
of Tata Teleservices Ltd., he was the Executive Director of the Tata Power
Company Ltd.
 Mr. Anil Sardana
Designation : Managing Director
Mr. Sardana began his career as an Engineer Trainee at the National
Thermal Power Corporation (NTPC), and undertook various responsibilities
before leaving the Corporation in 1994 as a Senior Manager, where he
worked in areas of core engineering, project management and operations
divisions.

He also serves on the Boards of several companies, including Tata

Teleservices Ltd., Coastal Gujarat Power Ltd., Wireless – TT Info Services
Ltd. and Emco Ltd.

TITLE NAME & BIO

CHAIRMAN Mr. Ratan N. Tata
MANAGING DIRECTOR Mr.Anil K. Sardana
COO,Tata Teleservices, Mr. Atul Kansal
J&K

Pioneered in the CDMA 3G 1 x technologies

• Established a robust and reliable 3G ready telecom

infrastructure that ensures quality in its services.

• Partnership with Motorola, Ericsson, Lucent and ECI Telecom for

the deployment of a reliable, technologically advanced network.

• The market leader in the fixed wireless telephony market with a

total customer base of over 3.8 million.

• Strong workforce of 6000.

Our products

The products are under the below:-

Internet and Broadband
 Internetand
Internet and
Broadband
Broadband

Dialup Total
Dialup Total Wireless
Wireless
Wireless
Wireless Wi-Fi
Wi-Fi
Internet
Internet Internet
Internet

Mobile
Mobile
Photon Whiz
Photon Whiz
Internet
Internet

HSIA
HSIA
(Photon)
(Photon)

RETAILING

Retailing consists of the sale of goods

or merchandise from a fixed location,
such as a department
store, boutique or kiosk, or by mail, in
small or individual lots for direct
consumption by the
purchaser. Retailing may include
subordinated services, such as delivery. Purchasers may be individuals or
businesses. In commerce, a "retailer" buys goods or products in large
quantities from manufacturers or importers, either directly or through
a wholesaler, and then sells smaller quantities to the end-user. Retail
establishments are often called shops or stores. Retailers are at the end of
the supply chain. Manufacturing marketers see the process of retailing as
a necessary part of their overall distribution strategy. The term "retailer"
is also applied where a service provider services the needs of a large
number of individuals, such as a public utility, like electric power.

Shops may be on residential streets, shopping streets with few or no

houses or in a shopping mall. Shopping streets may be
for pedestrians only. Sometimes a shopping street has a partial or
full roof to protect customers from precipitation. Online retailing, a type of
electronic commerce used for business-to-consumer (B2C) transactions
and mail order, are forms of non-shop retailing.

Shopping generally refers to the act of buying products. Sometimes this is

done to obtain necessities such as food and clothing; sometimes it is done
as a recreational activity. Recreational shopping often involves window
shopping (just looking, not buying) and browsing and does not always
result in a purchase

Types of retail outlets

A marketplace is a location where goods and services are exchanged. The
traditional market square is a city square where traders set up stalls and
buyers browse the merchandise. This kind of market is very old, and
countless such markets are still in operation around the whole world.

In some parts of the world, the retail business is still dominated by small
family-run stores, but this market is increasingly being taken over by
large retail chains.

Retail is usually classified by type of

products as follows:
  Food products
 Soft goods - clothing, apparel, and other fabrics.
 Hard goods ("hardline retailers") - appliances, electronics, furniture,
sporting goods, etc.

There are the following types of retailers by marketing strategy:

 Supermarkets - sell mostly food products;

 Department stores - very large stores offering a huge assortment of
"soft" and "hard goods";
 Discount stores - tend to offer a wide array of products and services,
but they compete mainly on price;
 General merchandise store - a hybrid between a department store
and discount store;
 Warehouse store - low-cost, often high-quantity goods piled on
pallets or steel shelves; warehouse clubs charge a membership fee;
 Variety store or "dollar store" - extremely low-cost goods, with
limited selection;
 Demographic - retailers that aim at one particular segment (e.g.,
high-end retailers focusing on wealthy individuals).

Some stores take a no frills approach, while others are "mid-range" or

"high end", depending on what income level they target.

• GENERAL STRUCTURE OF RETAIL STORES

 RETAIL
STORES

FULL QUICK
SERVICE SERVICE
OUTLET OUTLET

COCO DODO
COCO DODO (COMPANY OWNED (DEALER OWNED
(COMPANY OWNED (DEALER OWNED AND COMPANY AND DEALER
AND COMPANY AND DEALER OPERATED)
OPERATED)
OPERATED)
OPERATED)
 • J&K RETAIL STORES

J&K RETAIL
STORES

COCO DODO
(COMPANY OWNED (DEALER OWNED
AND COMPANY AND DEALER
OPERATED) OPERATED)

33
10
JAMMU (QUICK
SRINAGAR (FULL SERVICE
(RESIDENCY SERVICE
(LAL CHOWK) OUTLET)
ROAD) OUTLET)

RETAIL PRICING
The pricing technique used by most retailers is cost-plus pricing. This
involves adding a mark-up amount (or percentage) to the retailer's cost.
Another common technique is suggested retail pricing. This simply
involves charging the amount suggested by the manufacturer and usually
printed on the product by the manufacturer.

In Western countries, retail prices are often called psychological prices or odd prices. Often
prices are fixed and displayed on signs or labels. Alternatively, when prices are not clearly
displayed, there can be price discrimination, where the sale price is dependent upon who the
customer is. For example, a customer may have to pay more if the seller determines that he or
she is willing and/or able to. Another example would be the practice of discounting

RETAILING IN INDIA
Retailing is one of the pillars of the economy in India and accounts for
35% of GDP.
The retail industry is divided into organised and unorganised sectors. Over
12 million outlets operate in the country and only 4% of them being larger
than 500 sq ft (46 m2) in size. Organised retailing refers to trading
activities undertaken by licensed retailers, that is, those who are
registered for sales tax, income tax, etc. These include the corporate-
backed hypermarkets and retail chains, and also the privately owned
large retail businesses. Unorganised retailing, on the other hand, refers to
the traditional formats of low-cost retailing, for example, the local kirana
shops, owner manned general stores, paan/beedi shops, convenience
stores, hand cart and pavement vendors, etc. In India, a shopkeeper of
such kind of shops is usually known as a dukandar.
Most Indian shopping takes place in open markets and millions of
independent grocery shops called kirana. Organized retail such
supermarkets accounts for just 4% of the market as of 2008. Regulations
prevent most foreign investment in retailing. Moreover, over thirty
regulations such as "signboard licences" and "anti-hoarding measures"
may have to be complied before a store can open doors. There are taxes
for moving goods to states, from states, and even within states.
TATA INDICOM RETAIL IN INDIA

The company's retail business has around 3,000 outlets nationally;

comprising 600 TTSL owned stores and around 2,500 stores in the
Franchisee format. Tata Indicom already covers the top 700 towns in India
in terms of population through Tata Indicom Exclusive Stores.

Tata Indicom also maintains an online portal for its customers i-choose
where the customers can buy Tata Indicom post-paid connections and
prepaid recharge vouchers with an upfront commitment of activation and
delivery of the handset within 72 hours.

MAJOR INDIAN RETAILERS

 Vivek Limited Retail Formats: Viveks, Jainsons, Viveks Service

Centre, Viveks Safe Deposit Lockers
 PGC Retail -T-Mart India, Switcher , Respect India , Grand India
Bazaar ,etc.,
 REI AGRO LTD Retail-Formats:6TEN Hyper & 6TEN Super
 RPG Retail-Formats: Music World, Books & Beyond, Spencer’s Hyper,
Spencer’s Super, Daily & Fresh
 Pantaloon Retail-Formats: Big Bazaar, Food Bazaar, Pantaloons,
Central, Fashion Station, Brand Factory, Depot, all, E-Zone etc.
 The Tata Group-Formats: Westside, Star India Bazaar, Steel junction,
Landmark, Titan Industries with World of Titans showrooms, Tanishq
outlets, Chroma.
 Lifestyle International-Lifestyle, Home Centre, Max, Fun City and
International Franchise brand stores.
 Pyramid Retail-Formats: Pyramid Megastore, TruMart
 Nilgiri’s-Formats: Nilgiris’ supermarket chain
 Subhiksha-Formats: Subhiksha supermarket pharmacy and telecom
discount chain.
 Trinethra- Formats: Fabmall supermarket chain and Fabcity
hypermarket chain
 Vishal Retail Group-Formats: Vishal Mega Mart
 BPCL-Formats: In & Out
 Reliance Retail-Formats: Reliance Fresh
  Reliance ADAG Retail-Format: Reliance World
 German Metro Cash & Carriage.

BRAND

A brand is the identity of a specific product, service, or business. A brand

can take many forms, including a name, sign, symbol, color combination
or slogan. The word brand began simply as a way to tell one person's
cattle from another by means of a hot iron stamp. A legally protected
brand name is called a trademark. The word brand has continued to
evolve to encompass identity - it affects the personality of a product,
company or service.

BRANDING APPROACHES

Company name

Often, especially IN the industrial sector, it is just the company's name

which is promoted (leading to one of the most powerful statements of
"branding"; the saying, before the company's downgrading, "No one ever
got fired for buying IBM").

In this case a very strong brand name (or company name) is made the
vehicle for a range of products (for example, Mercedes-Benz or Black &
Decker) or even a range of subsidiary brands (such as Cadbury Dairy Milk,
Cadbury Flake or Cadbury Fingers in the United States).

BRAND MANAGEMENT

Brand management is the application of marketing techniques to a

specific product, product line, or brand. It seeks to increase a product's
perceived value to the customer and thereby increase brand franchise
and brand equity. Marketers see a brand as an implied promise that the
level of quality people have come to expect from a brand will continue
with future purchases of the same product. This may increase sales by
making a comparison with competing products more favourable. It may
also enable the manufacturer to charge more for the product. The value of
the brand is determined by the amount of profit it generates for the
manufacturer. This can result from a combination of increased sales and
increased price, and/or reduced COGS (cost of goods sold), and/or
reduced or more efficient marketing investment. All of these
enhancements may improve the profitability of a brand, and thus, "Brand
Managers" often carry line-management accountability for a brand's P&L
(Profit and Loss) profitability, in contrast to marketing staff manager roles,
which are allocated budgets from above, to manage and execute. In this
regard, Brand Management is often viewed in organizations as a broader
and more strategic role than Marketing alone.

The annual list of the world’s most valuable brands, published by

Interbrand and Business Week, indicates that the market value of
companies often consists largely of brand equity. Research by McKinsey &
Company, a global consulting firm, in 2000 suggested that strong, well-
leveraged brands produce higher returns to shareholders than weaker,
narrower brands. Taken together, this means that brands seriously impact
shareholder value, which ultimately makes branding a CEO responsibility.

The discipline of brand management was started at Procter & Gamble PLC
as a result of a famous memo by Neil H. McElroy.

PRINCIPLES OF BRAND MANAGEMENT

A good brand name should:

• be protected (or at least protect able) under Trademark law.

• be easy to pronounce.
• be easy to remember.
• be easy to recognize.
• be easy to translate into all languages in the markets where the
brand will be used.
• attract attention.
 • suggest product benefits or suggest usage (note the trade-off with
strong trademark protection.)
• suggest the company or product image.
• distinguish the product's positioning relative to the competition.
• be attractive.
• stand out among a group of other brands.

>fighting brand >corporate branding >individual branding >family

branding >"

FUNCTIONS OF BRAND

(For consumers) Identification of source of product, Assignment of

responsibility to product maker, Risk reducer, Search cost reducer,
Symbolic device, Signal of quality.

(For Manufacture)

Means of identification to simplify handling and tracing Means of legally

protecting unique features, Signal of quality level to satisfied customers,
Means of endowing products with unique associations, Source of
competitive advantage, Source of financial returns. ("Strategic Brand
Management" 3rd edition, Kevin Lane Keller)

TATA INDICOM’S BRAND AMBESSDORS

The Tata Indicom brand is endorsed by bollywood

actress Kajol & cricketers Irfan Pathan and
Yousuf Pathan.

Tata Teleservices has recently launched the

Virgin Mobile Brand to target the youth
segment.
 PERSONAL EXPERIENCE

In Tata Teleservices, it is a great experience and the details and way they
provide us with the latest on going and incoming projects and the
technology they are using. Some of the information we are provided with
is as follows:

WRAP UP
Wrap up done in portal called CRM which give an overview of the query a
post paid customer has made regarding the current service being used by
him/her. This helps to analyse the customer requirement and help him to
further enhance his experience with the Brand.

Tata Teleservices in JK has set the target of 98% wrap up achievement

across all exclusive stores for more information gathering and providing
the crisp service to each postpaid customer.

RETAIL STORES

They also educated us about the Exclusive retail stores in Jammu &
Kashmir.

RETAIL
STORES

FULL QUICK
SERVICE SERVICE
OUTLET OUTLET

COCO DODO
COCO DODO (COMPANY OWNED (DEALER OWNED
(COMPANY OWNED (DEALER OWNED AND COMPANY AND DEALER
AND COMPANY AND DEALER OPERATED)
OPERATED) OPERATED)
OPERATED)
VISIT TO EXCLUSIVE STORES IN JAMMU

During our training period we also visited different store of the Tata Tele
Retail Business and had a knowledge test of REs (Relationship
Executives) and also spent a day/week in order to take a look of their
working and the way they resolve the customer’s queries and issues.

PROJECT WORK

INTRODUCTION

As we all know that without complete satisfaction of the customers it is

not possible for any organisation or company to serve its customers with
good deeds. So, I also found that it is very important for an organisation to
take care of all its customers and its company’s duty to look after all the
quarries and conflicts of the customers towards their company so that one
can resolve them and provide efficient services to their customers. In
order to achieve that thing different companies setup their service centres
and retail business stores or retail units. In these retail and service units,
all the complaints regarding their connections, billing and any other
technical problems can be resolved.
The customer only has to reach these units or centres
and can resolve one’s quarries regarding service, billing and any other
regarding one’s service. So the main motto of the project is to resolve all
the quarries of the customers and make sure one can enjoy all the
services uninterruptedly.

OBJECTIVE
The main objectives of the project are as under:
• To ensure that customer enjoy all the services uninterruptedly.
• To ensure that if any customer has any quarry regarding one’s
services can be resolve as soon as possible.
• Also ensures that there should be good relationship between
company and the customers.

DETAILS

In order to resolve customers queries one should know the previous data
and all the information regarding the query so that one can sought out the
problem.
In Tata Indicom it is very important issue to resolve the customer’s
problems and make good relationship among the company and the
customers for further rise of the company.

In order to do so, Tata Indicom has opened its different retail and service
stores at different location in J&K. As I belong to Jammu so the procedure I
found is very effective and satisfactory.

SYSTEM INTEGRATION

CAP : The customer account/Del details are entered in CAP.

METASOLV : All post-installation changes are done in Metasolv.
SHLR : Used for provisioning customers on the network.
BP : The billing system.
CRM : Customers requests are captured in CRM.

The procedure is as follows:

• When a customer comes or calls to the executive, it is very much

important that the executive has to listen to the customer quarry
very carefully and with patience.
• After listening to the quarry, the executive opens the Customer
relationship management data entry software(CSR) and asks for the
prerequisite data of the customer as shown below:

As per the profile configured for a

user the responsibilities will appear
 • As soon as the Customer Relationship Management data entry
window is displayed, the customer executive asks for the personal
details such as name, address, phone number and so on.

• After filling the prerequisite data of the customer, Service request

window is opened as shown below:

DASHBOARD
 • Dashboard includes all the primary information and further links to
detailed information in 3 categories
– Account information
• Nos. of DEL’s
• Services details of DEL’s like features, calling levels, etc.
• Deposit on hand
– Billing Information
• Bill images and details of each bill for the last 6 months
• Current outstanding, unbilled information and payment
history
– Interaction information includes
• Number of Open and closed service requests and
trouble tickets
• TTL notes and interactions
DASHBOARD DETAIL
Double clicking on any information reflecting on the Dashboard will give a
drill down list.
Further details can be seen through that drill down list
The “Refresh” button is used for retrieving latest information

VIEWING RECORDED INTERACTIONS

“Interactions” on the dashboard shows the number of interactions with
the subscriber till date.
Each time we open the account of any subscriber, CRM increments one
interaction in his account

 The interactions tab captures the history of all interactions

with the customer.
 Data can be sorted by date , User id,result, reason or outcome
by clicking the respective heading.
 After opening a account in CRM if Interaction is not captured
then a default interaction is captured
CURRENT OUTSTANDING
The “Current Outstanding” field indicates the total billed amount for the
account, which is yet to be paid by the customer.

If “Current Outstanding” reflects with a negative sign, it indicates that, the

customer has paid excess.
The drill down list of “current outstanding” reflects invoice/billing
information with payment history and current dues.
On double clicking on any of the fields, the specific payment that is
adjusted against a specific bill would be displayed along with the payment
mode details.
NEW BILL IMAGE
The drill down list of “Bill Image” will show the invoice no, bill generation
date and billing cycle for the last 6 months.

On double clicking on any invoice number, the actual bill image will pop
up.

When ever a customer asks for a duplicate bill, it is this bill from CRM that
is sent to the customer.
CRM BILL IMAGE
The CRM is always shown in PDF format as shown below:
CALL WRAP UP
Whenever there is an interaction with a customer, information is
captured in the call wrap-up screen.

If a Service Request/ Complaint is created in the interaction, auto call

wrap is generated by the system based on the Request/Complaint
category.

Information is classified in three subsequent categories

Outcome – Reason – Result
WRAPPING UP THE CALL

Wrapping up is the conclusion of the call or query of the customer,

regarding billing inquiry or the services the customer is using and also
important to provide uninterruptedly service. If this thing is left than
the services may be interrupted. So wrapping up of a call is also an
important task of the customer service relationship.
SCOPE

This will help in maintaining the good relationship between the company
and the customers so that further improvements in the service provided
by the company are taken place.
In my opinion, this thing can be further improved by taking some means
such as:
• The customer executives should be well trained in attending the
customers and also in resolving their quarries as earliest as
possible.
• There should be easiest way for the customers to know their plan
details instead of long talk with the customer executives.
• There should be more retail and service outlets for the customers in
different location and areas that are easily approachable to the
customers.

CONCLUSION
In my opinion, this helps in maintaining the good relationship between the
company and the customers so that further improvements in the service
provided by the company are taken place. Customer executives have to
be well trained in all the respects so that they can attend the customers
comfortably and listen to them with patience. This will also help in
maintaining the good relationship among the executives also.

REFERENCES

Ms. Puneet Kour (Retail Operations, TTRB)

Puneet.kour@tatatel.co.in

Ms. Arushi Sadhotra(Astt. Manager Marcom)

Arushi.sadhotra@tatatel.co.in

EXCLUSIVE RETAIL STORES:

REVANT COMMUNICATION
Janipur, Jammu.

GLOBAL TELE COMMUNICATION

Canal Road, Jammu.
FSO.canal@tatatel.co.in

WEBSITES:

http://www.scribd.com

http://www.tataindicom.com

http://www.wikipedia.com

http://www.freshersworld.com

http://www.google.com