Presented By:Priyanka Ghosh (104)

Mohit Tihara (61)Rajarshi Dutta(108)

Udit Grover(97)Sameer Kochhar(89)

TATA DOCOMO was launched for

people believing in some different

services( Hatke services).

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.

OUR PRODUCT : TATA DOCOMO GSM Mobile Services

Prepay connection

1p/ second - Anywhere In India

ISD calls on 1 second charging

Best SMS rates from Tata DOCOMO

Postpaid Connection

Pay as per actual usage only Get charged for your airtime

usage on a per second basis.

GPRS

GPRS is the Mobile Data service that

gives you the power to enjoy

continuous wireless connection to Internet

even when you are on the move.

Objective To Double the sales.

Current sales of TATA DOCOMO: 2007-08 are estimated at

$62.5 billion (around Rs 251,543 crore), of which 61 per cent is

from business outside India.

 DoCoMo enters Indian market with picking up a 26% stake,

worth $2.7 billion, in Tata Teleservices, the No. 6 player in India.

Integrated marketing communication is integration of all marketing tools, approaches,

and resources within a company which maximizes impact on consumer mind.

Hence, We were developing an IMC program for out product TATA DOCOMO to

identify opportunities and threats in the environment to make quality contact with our

customers.

Integrating all the promotional tools

Marketing Plan: IMC

Promotions Opportunity Analysis

1) Establishing Marketing Communications Analysis

2) Establish Objectives.

3) Developing a Communicating Budget

4) Adapting Promotional Strategies.

5) Match your tactics with your strategies

Promotions Opportunity AnalysisThe process of identifying target audiences for the offering (Products & services).

Two key objectives for promotions opportunity analysis:

Determine which promotional opportunities exist for the firm, and

Identify the characteristics of each target audience so that we can

precise advertising and marketing communications messages can

reach them.

Conduct a Communication market analysis

Competitive analysis

Opportunity Analysis

Target Market Analysis

Customer Analysis

Positioning Analysis

Competitor

Opportunity Analysis

Tata Docomo have a great opportunity to expand its services in

providing GSM Mobile connection all over India.

To introduce any new plans for internet users.

Introduce 3G compatible services.

To introduce new combined plans like SMS, Internet, Calling

integrated offers.

Target MarketIdentify the benefits customer are seeking and determine the various ways

in which the customer can be reached.

For such we need to plan a Target Market Analysis:

Identify markets with unfulfilled needs.

Divide the overall market into smaller segments.

Positioning through marketing strategies such as advertising campaigns

for each smaller groups.

Target Audience (Customer Analysis) According to Marketing Investment perspective, an advertisement must reach the larger

audience which is in more number.

Good act must reach the desired customer.

Our Audience:

Brand Loyalist (This group of customers are studied at first in order to understand

people’s think, when they buy, why they buy or where they buy and how they evaluate

a product.)

Other Brand Loyalist

Promiscuous (No loyalty towards any particular Brand)

Non- Users

Target Audiences

1. User

2.payer

3.Influential 4.

Buyer

Whom Should We TARGET?

DESIRED CUSTOMER

TARGET AUDIENECS

Product Positioning Analysis:

Advertising

Competitors

Use or application

Price-quality Relationship

Product user

Various Offers

Innovative discounts

Unique Selling Proposition (USP)

The unique selling proposition highlighted by

Tata DoCoMo was the 'pay-as-you-use'

scheme under which the subscriber would be

charged one paisa per second and only for the

duration of use. Based on this concept, the

company formed its tagline 'Do the new'.

DO THE NEW

For Young Generation :

Friendship Theme

Tata Docomo has Released a brand

new advertisement with The Title Tata

docomoFriendship Express where a group of

people from different customs, different place,

different ages will be travelling together and

it’s all about how the tune Do Dooo Do which

makes a magic over there!

TATA DOCOMO: Offerings

Tata Docomo offers 1 paisa/sec call to US, Canada from Punjab.

TATA DOCOMO now offers Daily and Weekly plans for BlackBerry.

Tata DOCOMO offers free social networking on BuddyNet.

Tata Docomo SMS offers- Free 750 SMS per day offer RC 30 details.

Tata DOCOMO brings you an exclusive opportunity to participate in the

Major Auditions of INDIA's GOT TALENT.

Tata DOCOMO is awarded 'Best Emerging Markets Carrier' at the 13th Annual

Telecom Asia Awards (2010). 

Establishing Marketing Communications

Objectives.

1. Develop Brand awareness.

2. Enhance brand’s Image by improving the quality of brand, i.e.

connectivity.

3. Enhance purchase actions or Repeat Purchase actions by introducing new

product feature of Tata Docomo.

4. To know the impact of promotional activities on the purchasing behavior

of the buyer.

Communication objectives that are derived from such marketing

objectives can be measurable by:

1. Sales volume

2. Market share

3. Profits

4. Return on Investment.

Communication Objectives

DOCOMO is a firmly established market leader

DOCOMO has become a 26-per cent shareholder in Tata Teleservices.

Limited and three DOCOMO Directors will be named to join the TTSL

Board.

The company is a strong market leader used by more than 50 percent of

Japan’s mobile phone users. NTT DOCOMO, under which the

Japanese telecom.

company was to acquire 26 per cent of the common shares of Tata

Teleservices Limited—in accordance with the capital-alliance

agreement.

Developing a Communicating Budget Establishing a Communication Budget.

An unrealistic

assumptions about the

relationship between

promotional expenditures

and sales.

PROMOTIONAL EXPENDITURE

SALES

Methods of determining communication budget:

Percentage of sales method

Meet the competition

“What we can afford”

Objective and task

Payout planning

Quantitative models

Advertising Budget

Advertising35%

Consumer Promotions20%

Trade promotions45%

Sales

ADVERTISEMENT & PROMOTION

BLACKBERRY & TATA DOCOMO

Adapting Promotional Strategies Primary Market for Tata Docomo are the teenagers and the young adults as for now the southern Region

and slowly the entire country.

Tata Docomo’s ad are vibrant and colorful. They focus on happy and the audience who are much more

active in life. The Young Adults Revealed study shows massive mobile penetration amongst young

adults worldwide, with 92 per cent owning a handset.

The Communication Strategy of Tata Docomo is to reach it’s target customer carefully by it’s slogan

such as “ DO THE NEW”. The Young Adults Revealed study shows massive mobile penetration

amongst young adults worldwide, with 92 per cent owning.

The Tata Docomo OOH and print ads have been received very well and the freshness handset.

Match your tactics with your strategies

Tactics are activities to support strategies. Tactics include promotional

campaigns around themes based on strategies.

They add Excitement or interest to what company plans to provide.

Tata Docomo strongly believes in adding tactics to it’s strategies by providing:

Coupons

Bonus Packs

Contest and prizes

OUR NEW OFFERINGS:

Students Moving from their HOME

STATE to another City to study:

Free Prepaid SIM CARDS.

Cheaper calling (1p/sec) within the state.

Slashed calling cards to their Home Country.

Cheaper calling to landline or Wire-Less phones.

SIM CARDS•Free of costs.*

•@Rs100(Postpaid)*

*Conditions Apply

MARKET SEGMENTATION

MARKET SEGMENATATION BY

CONSUMER GROUPS:DemographicsPsychographics

GenerationsGeographic areasGeodemographics

Benefit SegmentationUsage Segmentation

Business-To-Business

By IndustryBy Size

By geographic LocationBy product usage

By Customer Value

Demographic: Tata Docomo targeting Young Adults and

teenagers, Both male and female who mostly live on small earnings or pocket money.

Psychographic Segmenting:AIO - Attitudes Interest and Opinions

“Psychographic & Technology”

Segmentation Basis:-

Gadget Freak.

Technology Inclined.

A GSM brand of Tata Teleservices Limited, having license to

operate in 20 out of total of 22 telecom circles of India, has set

a target to cover entire southern region like Chennai, Tamil

Nadu, Kerala and Orissa Telecom circle,

The company has recently started rolling out services in

Kolkata, West Bengal, Bihar and Madhya Pradesh circles and

aims to expand its pan India, with the exception of Jammu &

Kashmir and North-East.

Segmentation by Geographic Location

Tata Teleservices’s GSM Mobile service Tata

DoCoMo has launched its commercial

operations in Orissa. 

The company has also

started its GSM services in

Tamil Nadu and Kerala,

and currently covers a total

of 20,847 towns and

villages, 4,205 km of

national Highay.

BENEFIT SEGMENTATION Tata Docomo introduces new prepaid

special tariff coupon 'Tariff & SMS & Talk time Pack’ in Tamil Nadu.

Tata Docomo introduces Daily And Weekly prepaid BlackBerry plans.

Tata Docomo introduces Daily And Weekly prepaid BlackBerry plans.

Nokia,Tata Docomo Tie Up to Offer “Ovi Life Tools”

Segmentation by Product Usage TATA DOCOMO has been offering a wide range of telephony

services including:

Product Usage

BUSINESS-TO BUSINESS SEGEMENTATION

A segmentation system that classified business

customers into segments and determined the

opportunity of each segment. 

Business segmentation can also drive changes to

marketing communications and advertising.

The growing list of successful business segmentation projects suggests principles that any company can adopt for B2B marketing success:

Leverage the value of two pieces of basic company information: size and industry classification.

A business database can help compare customer files to a known universe to calculate market penetration by size and industry segment.

Use data on existing business customers to score profit potential, prioritize acquisition, retention and cross-selling initiatives.

Measure the effectiveness of segmentation-based sales and marketing programs using metrics like quarter-over-quarter sales, cost to convert prospects into customers and direct mail response rates. Then fine-tune marketing based on these metrics.

THANK YOU.!!!