DOCOMO Marketing

7/30/2019 DOCOMO Marketing

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TATA Teleservices

TTSL is a subsidiary of the TATA group.

Incorporated in 1996.

Divisions:

A. Tata Indicom

B. Tata DoCoMoC. Virgin Mobile India


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NTT - DoCoMo

NTT DoCoMo is the predominant mobile phoneoperator in Japan.

Total assets worth $ 65.438 Billion.


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Tata - DoCoMo

November 2008 Tata Teleservices partners withNTT DOCOMO.

Tata DOCOMO entered the Indian market as the 9thGSM operator.

Offers both prepaid and postpaid GSM cellularphone with presence in 19 circles.


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PEST Analysis: An EnvironmentalScanning

PEST Analysis is an analysis of the Company at abroad macro level and examines the company under

the headings of:

POLITICAL

ECONOMIC

SOCIAL

TECHNOLOGICAL


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Political

Government and legal issues affecting how thecompany operates:

Regulation Infrastructure

Banning of phone use in certain circumstances

Health issues


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Economic

Factors influencing the purchasing power of customersand the company are cost of capital

Cost of 3G licenses

Cost of calls being driven down

Recession

With two giants NTT and TATA, they dont mindadding the number of zeroes in their marketing

budget.


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Social

Demographic and cultural aspects of the environmentthat influences customer needs and market size

Health issues Demographics

Social trends

Picture phones Mobile etiquettes

Saturation Point


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Technological

3G

UMTS (2.5G)

GPRS/WAP

SMS/MMS

EDGE


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STP Analysis

Segmentation

Targeting

Positioning


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Segmentation

Income.

Age.

Service Usage.

Nature of CustomerA. Institutional.

B. Sole.

Life of the Service. Geographical Condition.


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Targeting

Adopting a multi segment approach.

Offering series of differentiated products to theirrespective markets.

Home calling cards for the family of those professionalswho work abroad.

Cheap SMS facility for youth.

Facilities for circle users.


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Positioning

First in the market for the Pay per second.

First in the market for pay per site.

Schemes like listen to your song when dial others.


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Target Market

India has 648.73 million subscribers in total.

Projected that India will have 1159 million mobilesubscribers by 2013.

Market of 510.27 more mobile connections.

So even though it is a late entrant the potentialfor it to become the largest Operator doesexist.


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Product Life Cycle


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BCG Model


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Current marketing Objectives

Want to be the top mobile service provider by the endof year 2013.

The average revenue per user is being falling now so itis the objective of TATA DOCOMO to regain the

ARPU.

India is having is high customer base with lowpenetration level that so they want to cash on this.


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Current Marketing Objectives

Innovate and deliver on customers totalcommunications need

Need to educate consumers about cellular telephonyA. Can I call STD?

B. Can I use my phone in an elevator?

C. What is airtime?


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Current Marketing Strategies

Using Social Networking and other sites likeFacebook, Orkut, Twitter etc. for marketing:

A dedicated Social Media team at Interface was builtto execute the plan.

All products, offers and schemes were firstannounced to our Twitter followers before they

were allowed on any other media.


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Innovative customer care:

If the company fails to meet pre-determined levels of

service standards, the subscribers would becompensated with monetary benefits!

Customer Care using Live Chat!


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Innovative SchemesDo The New Everyday with Tata DOCOMO Daily Plans.

Calling & SMS

1 paisa per 2 seconds.

STD at 3p/4sec.

Night calling at 1 paise/6seconds.

Even in roaming the calling rates remain the same.

GPRS Pay per site.

Pay Rs. 10 and view one site unlimited for a month

Pay 1 paisa for 1 kb of data surfed.


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SWOT ANALYSIS


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Strengths

New to Indian market

NTT DoCoMo, Japan

TATAs presence in the market

Innovative tariffs


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Weakness

Lack of own infrastructure

High spending on advertising

Lack of holistic approach


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Opportunities

Booming Indian telecom industry

De-regularisedpolicy by the govt

Rural Market

Docomoannouncing expansion upto 42%


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Threats

12 other major players in the market

Customer loyalty

Change in government policy

New entrants

60% Market share captured by Public Players.


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Marketing Communication Objectives

Building Product Category/Wants.

Creating Brand Awareness.

Enhance Attitudes, influence Purchases.


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Commercial Strategy

Rebranding:Stores

Mass Media Coverage

Innovative Distribution to reach the customer:Exclusive shops

Hub and Spoke

Associate distributors

Customer service:

Shops and call centresVansHelp desks


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Competitive Analysis

Vodafone

They are targeting middle class persons as their target audience. Itcan be justified by their product like Rs. 10 chhota recharge.

Airtel

Elite, Up-market professionals, entrepreneurs.

Uninor

Like docomo it primarily focuses on pricing.


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Marketing Objectives

Creating brand awareness.

To make it the largest provider of telecom services in thecountry to capitalize on the large rural market!!

To take the leap from a leading domestic player to amajor global player.

To be on top of the mind of the consumers.

Increase sales.


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Marketing Plan

PERSONAL TOUCH IN ADVERTISING:

Other major telecom companies have advertisementsthat people want to relate to.


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Marketing Plan

Do Away With BLACKOUT Days.


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Marketing Plan

Rural Segment:


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Marketing Plan

Collaboration with Low-end Handset

Manufacturers.


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Marketing Plan

Attractive schemes

Promote Postpaid

Documents

DOCOMO Marketing