Tata Docomo Marketing

8/3/2019 Tata Docomo Marketing

1/35


2/35

TATA Teleservices

y TTSL is a subsidiary of the TATA group.

y Incorporated in 1996.

y Divisions: A. Tata Indicom

B. Tata DoCoMoC. Virgin Mobile India


3/35

N TT - DoCoMo

y N TT DoCoMo is the predominant mobile phoneoperator in Japan.

y Total assets worth $ 65.438 Billion.


4/35

Tata - DoCoMo

y N ovember 2008 Tata Teleservices partners withN TT DOCOMO.

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

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


5/35

PES T Analysis: An E nvironmentalS canning

PE ST Analysis is an analysis of the Company at a broad macro level and examines the company under

the headings of:

y P OLITICALy E CON OMICy SOCIALy TE CHN OLOGICAL


6/35

P olitical

Government and legal issues affecting how thecompany operates:

y R egulationy Infrastructurey Banning of phone use in certain circumstancesy

Health issues


7/35

E conomic

F actors influencing the purchasing power of customersand the company are cost of capital

y Cost of 3G licensesy Cost of calls being driven downy R ecession

With two giants N TT and TATA, they dont mindadding the number of zeroes in their marketing budget.


8/35

S ocial

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

y Health issuesy Demographicsy Social trendsy

P icture phonesy Mobile etiquettesy Saturation P oint


9/35

Technological

y 3G

y

UMTS (2.5G)

y GP R S/WA P

y

SMS/MMS

y E DGE


10/35

S TP Analysis

y S egmentation

y Targeting

y P ositioning


11/35

S egmentation

y Income.y Age.y Service Usage.y N ature of Customer

A. Institutional.B. Sole.

y Life of the Service.y Geographical Condition.


12/35

Targeting

y Adopting a multi segment approach.

y Offering series of differentiated products to theirrespective markets.

y Home calling cards for the family of those professionals who work abroad.

y Cheap SMS facility for youth.

y F acilities for circle users.


13/35

P ositioning

y F irst in the market for the P ay per second.

y F irst in the market for pay per site.

y Schemes like listen to your song when dial others.


14/35

Target Market

y India has 648.73 million subscribers in total.

y P rojected that India will have 1159 million mobile

subscribers by 2013.

y Market of 510.27 more mobile connections.

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


15/35

P roduct Life Cycle


16/35

BCG Model


17/35

C urrent marketing Objectives

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

y The average revenue per user is being falling now so itis the objective of TATA DOCOMO to regain the A R P U.

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


18/35

C urrent Marketing Objectives

y Innovate and deliver on customers totalcommunications need

y N eed to educate consumers about cellular telephony A. Can I call STD?B. Can I use my phone in an elevator?

C. What is airtime?


19/35

C urrent Marketing S trategies

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

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

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

were allowed on any other media.


20/35

C urrent Marketing S trategies

Innovative customer care:

y If the company fails to meet pre-determined levels of service standards, the subscribers would becompensated with monetary benefits!

y Customer Care using Live Chat!


21/35

Current Marketing Strategies

Innovative S chemesDo The N ew E veryday with Tata DOCOMO Daily P lans.

y

Calling & SMS1 paisa per 2 seconds.STD at 3p/4sec.N ight calling at 1 paise/6seconds.

y E ven in roaming the calling rates remain the same.y GP R S

P ay per site. P ay R s. 10 and view one site unlimited for a month

P ay 1 paisa for 1 kb of data surfed.


22/35

SW OT ANALY S I S


23/35

S trengths

y N ew to Indian market

y NTT DoCoMo, Japan

y TATAs presence in the market

y Innovative tariffs


24/35

W eakness

y Lack of own infrastructure

y High spending on advertising

y Lack of holistic approach


25/35

Opportunities

y Booming Indian telecom industry

y De-regularisedpolicy by the govt

y R ural Market

y Docomoannouncing expansion upto 42%


26/35

Threats

y 12 other major players in the market

y

Customer loyalty y Change in government policy

y New entrants

y 60% Market share captured by P ublic P layers.


27/35

Marketing C ommunication Objectives

y Building P roduct Category/Wants.

y Creating Brand Awareness.

y E nhance Attitudes, influence P urchases.


28/35

C ommercial S trategy

y Rebranding :Stores

Mass Media Coveragey Innovative Distribution to reach the customer :

E xclusive shopsHub and Spoke Associate distributors

y C ustomer service :Shops and call centres

VansHelp desks


29/35

C ompetitive Analysis

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

AirtelE lite, Up-market professionals, entrepreneurs.

UninorLike docomo it primarily focuses on pricing.


30/35

Marketing Objectives

y Creating brand awareness.

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

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

y To be on top of the mind of the consumers.

y Increase sales.


31/35

Marketing P lan

PE R SON AL TOUCH I N ADV E R TISI N G:

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


32/35

Marketing P lan

Do Away W ith BLA CK OUT Days.


33/35

Marketing P lan

Rural S egment:


34/35

Marketing P lan

C ollaboration with Low-end HandsetManufacturers.


35/35

Marketing P lan

Attractive schemes

P romote P ostpaid

Documents

Tata Docomo Marketing