Govind Daga (58) Naman Mathur (57) Priyanka Aggarwal (44) Sumit Puri (56)

TATA Teleservices

TTSL is a subsidiary of the TATA group.

Incorporated in 1996.

Divisions:A. Tata IndicomB. Tata DoCoMoC. Virgin Mobile India

NTT - DoCoMo

NTT DoCoMo is the predominant mobile phone operator in Japan.

Total assets worth $ 65.438 Billion.

Tata - DoCoMo

November 2008 – Tata Teleservices partners with NTT DOCOMO. 

Tata DOCOMO entered the Indian market as the 9th GSM operator.

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

PEST Analysis: An Environmental Scanning

PEST Analysis is an analysis of the Company at a broad macro level and examines the company under the headings of:

POLITICALECONOMICSOCIALTECHNOLOGICAL

Political

Government and legal issues affecting how the company operates:

RegulationInfrastructureBanning of phone use in certain

circumstancesHealth issues

Economic

Factors influencing the purchasing power of customers and the company are cost of capital

Cost of 3G licensesCost of calls being driven downRecession

With two giants NTT and TATA, they don’t mind adding the number of zeroes in their marketing budget.

Social

Demographic and cultural aspects of the environment that influences customer needs and market size

Health issuesDemographicsSocial trendsPicture phonesMobile etiquettes Saturation Point

Technological

3G

UMTS (2.5G)

GPRS/WAP

SMS/MMS

EDGE

STP Analysis

Segmentation

Targeting

Positioning

Segmentation

Income. Age.Service Usage.Nature of Customer

A. Institutional.B. Sole.

Life of the Service.Geographical Condition.

Targeting

Adopting a multi segment approach.

Offering series of differentiated products to their respective markets.

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

Cheap SMS facility for youth.

Facilities for circle users.

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.

Target Market

India has 648.73 million subscribers in total.

Projected that India will have 1159 million mobile subscribers by 2013.

Market of 510.27 more mobile connections.

So even though it is a late entrant the potential for it to become the largest Operator does exist.

Product Life Cycle

BCG Model

Current marketing Objectives

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

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

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

Current Marketing Objectives

Innovate and deliver on customers total communications 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?

Current Marketing Strategies

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

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

All products, offers and schemes were first announced to our Twitter followers before they were allowed on any other media.

Current Marketing Strategies

Innovative customer care:

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

Customer Care using Live Chat!

Current Marketing Strategies

Innovative Schemes“Do 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.

SWOT ANALYSIS

Strengths

New to Indian market

NTT DoCoMo, Japan

TATA’s presence in the market

Innovative tariffs

Weakness

Lack of own infrastructure

High spending on advertising

Lack of holistic approach

Opportunities

Booming Indian telecom industry

De-regularised policy by the govt

Rural Market

Docomo announcing expansion upto 42%

Threats

12 other major players in the market

Customer loyalty

Change in government policy

New entrants

60% Market share captured by Public Players.

Marketing Communication Objectives

Building Product Category/Wants.

Creating Brand Awareness.

Enhance Attitudes, influence Purchases.

Commercial Strategy

Rebranding:StoresMass Media Coverage

Innovative Distribution to reach the customer:

Exclusive shopsHub and SpokeAssociate distributors

Customer service:Shops and call centresVansHelp desks

Competitive Analysis

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

AirtelElite, Up-market professionals, entrepreneurs.

UninorLike docomo it primarily focuses on pricing.

Marketing Objectives

Creating brand awareness.

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

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

To be on top of the mind of the consumers.

Increase sales.

Marketing Plan

PERSONAL TOUCH IN ADVERTISING:

Other major telecom companies have advertisements that people want to relate to.

Marketing Plan

Do Away With BLACKOUT Days.

Marketing Plan

Rural Segment:

Marketing Plan

Collaboration with Low-end Handset Manufacturers.

Marketing Plan

Attractive schemes

Promote Postpaid