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PROJECT REPORT ON

JOINT VENTURE WITH RESPECT TO TATA DOCOMO

SUBMITTED BY

SIDDHESH GOAD

T.Y.B.M.S.

2012 - 13

PROJECT GUIDE

MS ARCHANA DIMBLE-BAGAL

SUBMITTED TO

UNIVERSITY OF MUMBAI

VIDYALANKAR SCHOOL OF INFORMATION TECHNOLOGY

(AFFILIATED TO UNIVERSITY OF MUMBAI)

VIDYALANKAR MARG, WADALA (E),

MUMBAI 400 037


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A Project Report on

JOINT VENTURE WITH RESPECT TO TATA DOCOMO

Submitted By

SIDDHESH GOAD

T.Y.B.M.S Semester V

2012 - 13

Submitted To

University of Mumbai

Vidyalankar School of Information Technology

(Affiliated to University of Mumbai)

Vidyalankar Marg, Wadala (E),

Mumbai 400 037


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VIDYALANKAR SCHOOL OF INFORMATION TECHNOLOGY

(Affiliated to Mumbai University)

ertific te

This is to certify that

Mr./Ms. _________________________________ of B.M.S

Semester _____ has undertaken & completed the project work titled

______________________________ during the academic year

__________ under the guidance of Mr./Ms. _______________

submitted on _________ to this college in fulfillment of the curriculum ofBachelor of Management Studies, University of Mumbai.

This is a bonafide project work & the information presented is True &

original to the best of our knowledge and belief.

PROJECT COURSE EXTERNAL PRINCIPAL

GUIDE CO-ORDINATOR EXAMINER


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DECLARATION

Vidyalankar School of Information Technology

(Affiliated to University of Mumbai)

Vidyalankar Marg, Wadala (E),

Mumbai 400 037

I SIDDHESH GOAD of Vidyalankar School of Information Technology, T.Y.B.M.S

Semester V hereby declare that I have completed the project on JOINT VENTUREWITH RESPECT TO TATA DOCOMO in academic year 2001213.

The information submitted is true and original to the best of my knowledge.

Signature of the Student,

SIDDHESH GOAD


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ACKNOWLEDGMENT

I hereby acknowledge all those who directly or indirectly helped me to draft the

project report. It would not have been possible for me to complete the task without their

help and guidance

First of all I would like to thank the principal Dr. Rohini Kelkar Madam and the

coordinator Prof. Vijay Gawde Sir who gave me the opportunity to do this project work.

They also conveyed the important instructions from the university from time to time.

Secondly, I am very much obliged of Prof. Ms Archana Dimble-Bagal for givingguidance for completing the project

Then I must mention the person who co-operated with me. They not only

rendered time out of their busy scheduled but also answered my queries without

hesitation. He/ She gave me information on their system of working in their organization

and told me how Promotional Strategies are done in their organization.

Last but not the least, I am thankful to the University of Mumbai for offering the

project in the syllabus. I must mention my hearty gratitude towards my family, other

faculties and friends who supported me to go ahead with the project.


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EXECUTIVE SUMMARY

JOINT VENTURE

A joint venture is generally understood as technical and financial collaboration

either in the form of Greenfield projects, take- over or alliances with existing

Companies.

In India, no legal definition as such has been given to joint ventures. Indian joint

ventures usually comprise two or more individuals/companies, one of whom may

be non-resident, who come together to form an Indian private/public limited

company, holding agreed portions of its share capital.

A joint venture agreement primarily provides for the manner in which the

shareholders of the joint venture company may transfer or dispose of theirshares. It is also commonly referred to as a shareholders agreement.

Telecommunication sector. Telecommunication Industry is basically complex and

fastest growing industry. The industry observes the maximum competition in

terms of customer retention and better service.

TATA DOCOMOs Service Point model offers the solution to the problem.

The project covers the operational aspects of operating the large number service

points smoothly and 3G auctions, the various activities that TATA DOCOMO

plans for the customer satisfaction and customer delight.


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INTRODUCTION TO THE STUDY

Aim of doing the project:

To Implement the management study and understand them better in the way ofour project.

The objectives of this study/project as follows:

To study the schemes and services provided by Tata Docomo.

To study the various tariffs charged by Tata Docomo.

To study the unique features and services offered by Tata Docomo.

To perform a SWOT analysis of TATA Docomo.

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

buyer.

To study the Customer satisfaction level regarding the services provided by Tata

Docomo.

RESEARCH METHODLOGY

PRIMARY DATA:

Data collected from sample of 200 people in Ratnagiri involved in different

professions by questionnaire method.

Data collected by visiting Tata Docomo Retail Shop (Roopraj Telecom).

SECONDARY DATA:

Data Collected from Internet.

Information received from various pamphlets, brochures and journals of Tata

Docomo.


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LIMITATION

Sample size was restricted to Ratnagiri city as it was difficult to approach people

outside that because of time constraint. So sample size was limited.

Improper decision- many respondents could not have sufficient time to answer/ fill

the questionnaire.

Inadequate information- some of the questions were not answered/ filled properly

or accurately.

Project study was conducted only for 3 months June to September 2011

Limitation of the study:

The study was limited to Tata Docomo prepaid mobile user only.

The study was limited only to know the level of satisfaction of the prepaid Tata

customer and no further action was taken to make them satisfied if they were not

satisfied.

The study was limited to only few days so each and every aspect of satisfaction

could not be covered.

The management did not disclose the confidential data.


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INDEX / CONTENT

Sr.no Topic PageNo.

1. Company Profile

2. History

3. Customer Satisfaction

4. Marketing Strategy

5. Availability

6. Plans

7. Competitors Analysis

8. SWOT Analysis

9. Growth of Telecom

10. Advertising and its Impact for Tata

Docomo

11. Buying Preference Celebrity Promotion

12. Article By Times Of India

13. Statement Of The Problem

14. Technology Acceptance Model (TAM)


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15. Data Analysis

16. Case Study

17. Findings

18. Recommendation

19. Conclusion

20. Annexure

21. Bibliography


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COMPANY PROFILE

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. Tata Teleservices has received a

pan-India license to operate GSM telecom services, under the brand TATA

DOCOMO and has also been allotted spectrum in 18 telecom Circles. TTSL and has

already rolled out its services in various circles.

The launch of the TATA DOCOMO brand marks a significant milestone

Indian telecom landscape, as it stands to redefine the very face of telecoms in India.

Tokyo-based NTT DOCOMO is one of the world's leading mobile operators-in the

Japanese market, the company is clearly the preferred mobile phone service provider

with a 50 percent market share.

NTT DOCOMO has played a major role in the evolution of mobile

telecommunications through its development of cutting-edge technologies and

services. Over the years, technologists at DOCOMO have defined industry

benchmarks like 3G technologies, as also products and services like the i-mode TM,

mobile payment and a plethora of lifestyle-enhancing applications. Today, while most

of the rest of the industry is only beginning to talk of LTE technology and its possible

applications, DOCOMO has already started conducting LTE trials in physical

geographies, not just inside laboratories!

DOCOMO is also a global leader in the VAS (Value Added Services) space,

both in terms of services and handset designs, particularly integrating services at the

platform stage. The Tata Group-NTT DOCOMO partnership will see offerings such as

these being introduced in the Indian market under the TATA DOCOMO brand.

TATA DOCOMO has also set up a 'Business and Technology Cooperation

Committee, comprising of senior personnel from both companies. The committee is

responsible for identification of the key areas where the two companies will work

together. DOCOMO, the worlds leading mobile operator will work closely with Tata


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Teleservices Limited management and provide know- how on helping the company

develop its GSM business.

Despite being a late entrant, Tata Indicom, TTSL's CDMA brand, has already

established its presence and is the fastest-growing pan-India operator. Incorporated

in 1996, Tata Teleservices Limited is the pioneer of the CDMA 1x technology

platform in India. Today Tata Teleservices Limited, along with Tata Teleservices

(Maharashtra) Ltd, serves over 37 million customers in more than 320,000 towns and

villages across the country offering a wide range of telephony services including

Mobile Services, Wireless Desktop Phones, Public Booth Telephony and Wire line

Services.


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HISTORY

Tata Teleservices Limited now also has a presence in the GSM space,

through its joint venture with NTT DOCOMO of Japan, and offers differentiated

products and services under the TATA DOCOMO brand name. TATA DOCOMO

arises out of the Tata Groups strategic alliance with Japanese telecom major NTT

DOCOMO in November 2008. TATA DOCOMO has received a pan-India license to

operate GSM telecom services and has also been allotted spectrum in 18 telecom

Circles. The company has rolled out GSM services in 14 of Indias 22 telecom Circles

in a quick span of under six months. The company plans to launch pan-India

operations by the end of FY 2009-10.TATA DOCOMO marks a significant milestone

in the Indian telecom landscape, and has already redefined the very face of telecoms

in India, being the first to pioneer the per- second tariff option-part of its Pay for What

You Use pricing paradigm. Tokyo-based NTT DOCOMO is one of the worlds leading

mobile operators-in the Japanese market, the company is the clear market leader,

used by over 50% of the countrys mobile phone users.


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Corporate Philosophy

With the aim of creating a new world of communications culture, we NTT

DOCOMO will devote all the skills, know-how and energy towards the establishment

of more "personal communication" with our customers that contribute to their heartfeltsatisfaction.

A New World of Communications Culture

More personal communication

Reliable access

Real time access

E-communication One-to-one personal

This gives birth to a new world of communications culture

Freedom to enjoy communications anytime, anywhere with anyone

Opening of endless lifestyle horizons


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To achieve this

In order to create a world of more innovative and enriched communications, we

will improve service quality, aggressively move forward with the development of

various services. We will also research and develop a more advanced user-friendlycommunications interface, and at the same time we will provide these services and

technologies to an ever expanding area.

Customer Satisfaction:

Communications those are always ready when needed.

Capability to contact whomever, from wherever and whenever the customer

desires. Happiness that comes from heart-to-heart communications.

Bringing customers another step closer to realizing their dreams.

Responding to every customer with consideration, courtesy and thoroughness.

Providing products that give customers easy and convenient access to cutting-

edge functionality.

To achieve this

First and foremost, we will fulfill expectations of customers by fulfilling our

response to their needs through improved service quality, building original

networks, enriching functionality and expanding the service area. In addition, by

providing an expanding and ever-improving selection of services at inexpensive

rates, we will deliver satisfaction to a growing diversity of customers.

Making the most of the talents of each individual in our company.

Respect for the individuality and sense of values that are unique to each person.

Enable internal corporate communication to flow free from vertical and horizontal

organizational barriers.

Make the most of the ideas of each individual.


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Foster a corporate culture that is not restricted by conventional thinking and

systems.

Create a creative office environment that supports the fulfillment of the individual.

Fostering an "open" corporate culture that welcomes the ideas and views of the

individual.

Evaluate personnel based on their merits.

Build a company that overflows with a challenging spirit.

To achieve this

By improving our system and programs for the enhancement of human

resources and unifying our human resource development, we will empower each

individual to exert their skills to the utmost of their capabilities and discover new

potential. At the same time, we will strive to create a workplace that motivates

individuals through measures such as improvement of the working environment and

labor conditions and enhancement of health and welfare benefits.

VISION

We will leverage our strength in executing complex global scale projects

to make leading edge information and communication services affordable by allindividual consumers and business in India. We will offer unparalleled value to create

customer delight and enhance business productivity. We will also generate value for

our capabilities beyond Indian borders while enabling millions of Indias knowledge

workers to deliver their services globally.


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STATISTICS

Third largest telecom network in the world.

Largest operator in INDIA is BSNL.

INDIAS mobile market is the fastest growing market in the world. Worlds leading Japan based Telecom Company.

Over the years technologies of DOCOMO has defined industry bench marks

like 3G technology.

It is the global leader in value added services.

TATA telecom Incorporated in 1996.

Tata Teleservices is the pioneer of the CDMA 1x technology platform in

India. Deep involvement in the launch of 3G has inspired us to create an

infrastructure that will allow people and all kinds of objects to communicate a

wealth of information. Extended systems will link the home, the office and

any number of other locations to bring greater convenience to all aspects of

everyday life. For the future, it is our aim to incorporate information gathered

by all five senses to achieve an array of services far beyond anything

envisaged to date.

NTT DOCOMO is already making rapid progress in such areas through a

wide range of innovative research, building expertise and techniques as we

move forward towards exciting new business opportunities.

Innovating dreams

Our goal is to create a broad array of exciting new services. Services that will

bring undreamed-of convenience to people everywhere.

In addition to Audio Barcodes and 3D Display System introduced in this

website, cutting edge technologies beyond the imagination are already under

development. These include a system that makes distant objects feel like an

extension of the human body for ultra realistic experiences, and advanced

chips that will allow items such as household appliances to communicate.

What's more, we are actively realizing 4G technology such as MIMO

(Multiple-Input-Multiple-Output) multiplexing technology and a wireless


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access communications system, as well as contributing to the establishment

of specifications for global standardization.

Researchers at NTT DOCOMO have a clear vision of the future. A future that

will unite all of the above advances and many more, to create a world where

people can communicate at a higher level, regardless of time and space

Telecom industry in India is dominated by major companies like Airtel,

Vodafone in GSM services.

Competition is very intense due to low differentiation.

India ended March this year with 391.76 million mobile lines and tele density

is around 36.98.

Airtel enjoys 33.9%, Idea 11.6% Vodafone 19.6 and Tata CDMA has 7.2% of

market share respectively.

PRICE

It having attractive tariff plan: TATA DOCOMO having 1paisa /sec it is

applicable for both prepaid and postpaid


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Disruptive Innovation in the Indian Telecom Industry by Tata Docomo

Wikipedia defines disruptive innovation as an innovation that improves a

product or service in ways that the market does not expect, typically by being lower

priced or designed for a different set of consumers.Indian Telecom space was Disrupted by Tata Docomo when they came

out with a 1 paisa per second tariff.

We have earlier seen how Reliance India Mobile changed the mobile

industry by coming up with the lowest tariff in the beginning of this decade. The call

charges were around Rs 2-3 per minute and because of Reliance this was brought

down to around Re 1 per minute.

Tata Docomo was the next one to employ disruptive innovation in the

Indian mobile industry. Currently the game is not played on the price front but Value

added services front, which is evident from the advertisements of Airtel (Madhavan

and Vidya Balan) and Vodafone (Zoozoos) in the past.

If Aircel is redefining how telecom operators approach value added

services and GPRS in India, Tata Docomo is doing its bit to change billing practices.

The joint venture between Tata Teleservices and Japanese telecom major

NTT Docomo officially began rollouts with a plan to invest $2 billion for its pan-India

GSM services.


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Customer Satisfaction

The 21 century belongs to the service sector. The customer of yester

year was a silent person who uncomplainingly purchased the goods from the market

place. There is a new customer emerging today. Customer satisfaction can bedefined as, customer satisfaction is the feeling derived by the consumer when he

compares the actual performance of the products with the performance that he

expects of it.

The measurement of the customer satisfaction typically begging when a

company realizes that their customer s is the people, who provide the revenues that,

hopeful, will cover expenses. Most companies start by establishing a customer

satisfaction baseline. Then they target year by year improvement.

Understanding customer requirement and delivering superior quality goods

and services to achieve composer satisfaction lead to the retention and growth of the

customer.

General Idea about the satisfied customer:

Satisfaction is a personas feeling of the pleasure or disappointment. It is

resulting from comparing a products perceived performance with his or her

expectations from it. Satisfaction is more of an emotional concept. Today

organization are aiming at high satisfaction rather than at customer delight because

customers who are

just satisfied still find it easy to switch over when a batter offers comes along. Those

who are highly satisfied are much less ready to switch over. High satisfaction or

delight creates an emotional bound with the brand and customer starts looking at an

offering emotionally and just rationally.

The aim of marketing is to meet and satisfy target customers needs and

wants but knowing customer is never simple. Customer may state their needs and

wants but act otherwise. They may not be in touch with their deeper motivations.


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They may respond to influential to change their mind at the last minute. Some of

todays most successful companies are raising expectation and delivering

performances to match. These companies are aiming at TCS- Total customer

Satisfaction.

Increasing competition (whether for-profit or nonprofit) is forcing businesses

to pay much more attention to satisfying customers. In a competitive marketplace

where businesses compete for customers, customer satisfaction is seen as a key

differentiator and increasingly has become a key element of business strategy.

Customer Loyalty:

These four factors will greatly affect your ability to build a loyal customer base:

Products that are highly differentiated from those of the competition.

Higher end products where price is not the primary buying factor.

Products with a high service component.

Multiple products for the same customer.

Loyal Customers and Loyal Workforces

Building customer loyalty will be a lot easier if you have a loyal workforce not

at all a given these days. It is especially important to retain those employees who

interact with customers such as sales people, technical support, and customer-

service people. Many companies give a lot of attention to retaining sales people but

little to support people.

The increasing trend today is to send customer service and technical supportcalls into queue for the next available person. This builds no personal loyalty and

probably less loyalty for the firm. Before going this route, be sure this is what your

customers prefer.


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Instant Feedback:

Recently, many organizations have implemented feedback loops that allow

them to capture feedback at the point of experience. For example, National Express,

one of the UK's leading travel companies invites passengers to send text messages

whilst riding the bus. This has been shown to be useful as it allows companies to

improve their customer service before the customer defects, thus making it far more

likely that the customer will return next time.

Listen to your customers:

Is there anything more exasperating than telling someone what you want or what

your problem is and then discovering that that person hasnt been paying attention andneeds to have it explained again? From a customers point of view, I doubt it. Can the

sales pitches and the product babble. Let the customer talk and show them that you are

listening by making the appropriate responses, such as suggesting how to solve the

problem.


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MARKETING STRATEGY

Tata Docomo appears to be banking heavily on its tariff plans the company

is offering a 1 second pulse instead of the usual 1 minute pulse that other telecom

operators are offering. This means that consumers are charged on a per second

basis, instead of a per minute basis, and end up saving money on unused seconds.

A nifty little application How much can you really save on Docomos website

explains how this works. Rs. 0.01/second is a marked change from the Re 1/min and

Rs. 0.49/min charges that usually applies.

MARKETING MIX

4PS OF MARKETING MIX:

Product

Price

Place

Promotion.

PRODUCT:

TATA DOCOMO having good range of services. Tata Docomo provides both

postpaid and prepaid services. Tata Docomo having good quality network which

provides clarity in voice.

PRICE: It

having attractive tariff plan: TATA DOCOMO having 1paisa /sec it is applicable for

both prepaid and postpaid.


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PLACE: It

is having good range of channels of distribution: As Tata already exist in this field of

telecommunications as Tata Indicom. It has wide range of channels of distribution to

sell TATA DOCOMO services.

PROMOTION:

Advertising: TATA DOCOMO following different style of advertising pattern in TV

and newspapers. Due to that reason it was reaching public very fast.

TATA DOCOMO PRICING STRATEGY

Tata Docomo appears to be banking heavily on its tariff plans the company

offers a 1 second pulse instead of the usual 1 minute pulse that other telecom

operators were offering. This means that consumers are charged on a per second

basis, instead of a per minute basis, and end up saving money on unused seconds.

A fifty little application How much can you really save on Docomos website


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explains how this works. Rs. 0.01/second is a marked change from the Re 1/min and

Rs. 0.49/min charges that usually apply.

Now while this plan might sound unique, it isnt that it hasnt been tried before

back in 2004, Tata Indicom had launched 1 second pulse plans, which going by theircurrent plans, appears to have been shelved.

At present, Tata Docomo has launched voice portals, 24-hour music, cricket

commentary and voice chat, apart from offering free Missed Call Alerts and Voice

Mail.

Interestingly, voice based services are also being priced with a per-second-

pulse: 24 hour music and voice chat are priced at Rs. 0.02/second. Caller Tune

search service Genie is also being priced at Rs. 0.02/second. This is a marked

change, again, from the per minute pricing, and can offer consumers cheaper

options.

An initiative that has taken the service provider industry by storm

The pay per second model has really paid off well for the latest entrant in

the Indian GSM space, Tata-Docomo. The new pricing strategy from Tata-Docomo

has changed the rules of the GSM game, which is dominated by AirTel and

Vodafone. Tata-Docomo also launched its first mobile handset in September 2010.

Mobile pricing innovation Tata Docomo now charges per website for Mobile

Browsing!

This is surely a first world over Tata Docomo have gone ahead andlaunched an innovative mobile Internet offering which allows users unlimited usage of

their favorite websites on mobile for a fixed cost.

Tata Docomo has been forefront in coming up with various attractive pricing

schemes, especially, in the pay-per-use paradigm. They were first to introduce pay

per second billing on calls, which now is followed by every mobile service provider.


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They followed it with pay-per-minute and pay-per-call pricing plans as well which has

made them one of the fastest growing Mobile companies in India.

The new pay-per-website offering however, takes it to a complete

different level and unheard of pricing strategy. This is a very thoughtful strategy and

something which has potential to growth rapidly. Tata Docomo pricing strategy.

Pay per site offer two combination:

Those only interested in single websites need to pay Rs 10 per site

Those with multiple site browsing needs can opt for a combo pack at just Rs 25 per

month.

Customers have a bundle of options within various categories of social

networking sites (Facebook, Twitter, and Linked In, Orkut), mail options (Gmail,

Yahoo, Rediff) and chat messengers (GTalk, Yahoo! Messenger, Nimbuzz).

Having said this, there is also a caveat If you thought it was valid for

unlimited useit is not.

Tata Docomo pay per site plan categorizes each service under 2 different

genresSocial Networking Site and Emailing & Instant Messaging. Each site under

this genre is priced at Rs. 10/- bundled with 200 MB free data usage valid for 30

days, post which customers will be charged at 1p/kb. There are also 2 Combooptions SNS Combo Pack and Emailing Combo Pack and each Combo Pack is

priced at Rs. 25/- bundled with 500 MB free data usage post which the customers will

be charged 1p/kb.

We have been quite impressed the way Tata Docomo have gone about

their innovative pricing models as well as marketing strategies.

Per Character SMS Pricing

On 8th September 2009, the GSM branch of the Indian carrier Tata

introduced a novel pricing strategy for text messaging. Under the brand Diet-SMS,

Tata-DOCOMO bills its customers by-the-character, rather than on a per message

basis.


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It is a very attractive marketing scheme, since many wireless subscribers,

almost by habit, tend to pepper their text messages with abbreviations and acronyms.

Under the new plan, Tata-Docomo charges one paisa per character.

For example, a text which reads tnx (for thank-you) is charged at 3paise instead of

the normal sms charge.

The Impact

Tata Docomo has gathered significant market share, owing to its pricing

strategies.

Existing mobile operators are matching the price and the clear winners are the

subscribers since all the competition is sending the prices downhill.

Tata Docomo pricing strategy.


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ADVERTISING MEDIA CHANNELS

India Tata Docomo, the youngest among telecom players in India to

offer GSM, is Presently banking on its services to garner visibility and a share in the

telecom pie. The launch of Tata Docomo also announced the intention of the brand to

associate with the thought 'do'. Tata Docomo, for the first time in the country, offered

pay-per-second billing; though other telecom providers have followed suit since. The

company has carried out a few adverts that highlight the brand's unique features and

some other topical advertising during Ganesh Chaturthi and Diwali. The latest from

the GSM provider is the 'Friendship Express' TVC. The ad opens inside train, where

everyone is doing their own thing. A couple of the travelers don't like the solemn

mood and start humming the Docomo tune. Slowly and steadily, others pitch in and

soon most of the train is singing along. The ad ends with the super, 'Why walk alone

when we can dance together'.


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Tata Docomo launched Keep it Simple campaign with Rabir Kapoor!

Cutting through the clutter that the Indian telecom landscape finds itself in

with customers forced to jostle with confusing and complicated products, services

and tariff plans Tata DOCOMO is Doing the New again, with the launch of its new

brand campaign, aptly titled Keep It Simple. Tata DOCOMOs unique Keep It

Simple Campaign is in a form of a stand-up comedy show with many episodes,

which will be aired during the course of this IPL season. It focuses largely on how

Tata DOCOMO simplifies the telecom experience, and hence the consumers life, by

providing differentiated products and services. Each individual advertisement startsby illustrating a complexity in the category, and presents the Tata DOCOMO product

and/or service as a means of simplifying things. This campaign is simple, captures

the various moods of Ranbir depicting those of Tata DOCOMO


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Advertisement strategy

Tata DOCOMO ropes in Ranbir Kapoor as brand ambassador

NEW DELHI: Tata Docomo, the GSM brand of Tata Teleservices (TTSL), todayappointed Bollywood star Ranbir Kapoor as its brand ambassador.

The company has inked a two-year contract with Kapoor and will roll out

various televisions, print and outdoor campaigns with the actor, starting with the

upcoming Indian Premier League (IPL) tournament.

"We think Tata Docomo is an inspirational brand and so is the charm and

personality of Ranbir Kapoor, so it is a great match. We will leverage him in various

campaigns to build the brand further," TTSL Head Corporate Marketing Gurinder

Singh Sandhu told PTI.

Tata DOCOMO will undertake various marketing initiatives with Ranbir

Kapoor, including television commercials, print campaigns, outdoors and retail front

displays, he added.

The company will introduce its new campaign during the IPL tournament,

which kicks off on April

According to media analysts, Tata Docomo is expected to spend in excess

of Rs 50 crore for the 360-degree campaign during the IPL season.

Other telecom operators like Bharti Airtel, Idea Cellular andReliance

Communicationshave also appointed Bollywood stars as their brand ambassadors.

While Airtel has worked with Shahrukh Khan, Saif Ali Khan and Kareena

Kapoor, Idea Cellular has Abhishek Bachchan as its ambassador. RelianceCommunications has worked with Hrithik Roshan.

Vodafone, on the other hand, has found success with its 'Zoozoos', the egg

shaped cartoon characters featured in its ad campaign.
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Market Competitors of Tata Docomo:

Airtel

Reliance Communication

BSNL

Idea

Aircel

Vodafone

SERVICES & NETWORK AVAILABLE

Currently, Tata Docomo mobile services available in these following

circles:

Bihar & Jharkhand

Tamil Nadu

Orissa

Andhra Pradesh

Karnataka

Kerala

Kolkata

Maharashtra & Goa

Madhya Pradesh

Chhattisgarh


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Haryana

Chennai

Eastern Uttar Pradesh

Western Uttar Pradesh

Punjab

Rajasthan ,Recently Launched Aand Rest of West Bengal, Recently

Launched.


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PLANS

Tata DOCOMO Daily Plans. When every

day is different, why have a fixed plan? A

brand new day calls for a brand new

plan. Choose from Daily plans on local,

STD, Night calling, GPRS & Music and

make your own Daily Plan.

Benefits:

Anytime purchase

Minimal cost

Ease of process

How to subscribe:

Dial *141# and choose from Daily plans on local, STD, Night calling, GPRS & Music.


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Product options:-

Daily Rental Packs (Rs.2)

All local at 1p/2sec

STD at 3p/4sec

Local Night On-net at 1p/10sec

Local On-net at 1p/6sec

USA/Canada & UK(F) at 3p/sec

Gulf at 11p/sec

All local & National SMS at 1p

Weekly Rental Packs (Rs.10)

All local at 1p/2sec

STD at 3p/4sec

Local Night On-net at 1p/10sec

Local On-net at 1p/6sec

USA/Canada & UK(F) at 3p/sec

Gulf at 11p/sec

All local & National SMS at 1p

Talk More

30 local minutes @ Rs.5 on

Tata DOCOMO Network.

30 local minutes @ Rs.12 across

Networks.

30 local/National minutes @ Rs.14

10 Local/National minutes @ Rs.5

Night Talk

Now converse through the night.

60 Free Local Night minutes on

Tata DOCOMO Network.

30 Free local On-net minutes @ Rs.

20 Free local minutes @ Rs.5

a. GPRS

10MB Free Browsing @ Rs.5 only.World Calling


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10 minutes to USA/Canada @ Rs.2

5 minutes to USA/Canada @ Rs.10

a. Entertainment

15 minutes FREE music @ Rs.5

a. Cricket

Cricket Alerts @ Rs.5/day

Terms and Conditions:

Daily implies active till 12 midnight on the same day of pack activation. Ex: A

subscriber activated the pack on 25th Feb'10 then the pack with daily validity will

expire at midnight of 25thFeburary'10#.

In case on night packs the expiry of the pack will be 7 am of the next day of activation

of the pack. Ex: A subscriber activated the night pack on 25 thFeb'10 then the pack

with daily validity will expire at 7 am of 26thFeburary'10#.

The pack will get activated maximum within 2 hrs of request receipt on the system.

You will get an automated confirmation SMS once the same is configured on our

systems.

You can activate multiple packs in a day.


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Pay Per Site Packs:-

Pay Per Site Type MRP(Rs.) Validity

(Days)

GPRS free

Usage

Combo Packs

Mail Combo Mail 25 30 500MB

Social Networking Sites

Combo

SNS 25 30 500MB

Mail Packs

Gmail+GTalk Mail 10 30 200MB

Rediffmail Mail 10 30 200MB

Yahoo Mail

+

Yahoo Messenger

Mail 10 30 200MB

'Social Networking Sites Packs

Facebook SNS 10 30 200MB

Twitter SNS 10 30 200MB

LinkedIN SNS 10 30 200MB

Orkut SNS 10 30 200MB

Nimbuzz SNS 10 30 200MB


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SMS offers:

Pay for the First 3 Local SMS everyday and get the next 150 Local SMS free for the

day

Pay for the First Local/ National SMS everyday and get the next 100 Local/ National

SMS free for the day

Pay for the First 3 Local SMS everyday and get the next 750 Local SMS Free for

day Pre-STD, ISD and National Roaming without rental.

Automatic alerts when your Balance is Low.


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Competitor Analysis

The competition has intensified the past few months with new players and

schemes coming in. There has never been a better time for the customer to get a

mobile phone connection

There are at least six if not more operators to choose from in ever circle. In

June 09, TATA DOCOMO broke the old system of tariff by introducing per second

billing system. As soon as they did this, the other followed suit with price cuts

everywhere. Suddenly the idea of calls being free was not so outrageous. The prices

were reduced to such an extent that the viability of the business was in questions.

The competitive environment of TATA DOCOMO can be looked at from the following

perspectives.

Market share


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The government issued fresh licenses in 2008.As a result of this the

market gets crowded though incumbents still hold larger market shares are shown

above. However a point to note is that the new players have lower entry costs with

very deep pockets. They also have no legacy issues like the older players and hence

are more adept to changes market situations. The cost of infrastructure has reduced

dramatically due to the market growth and DOCOMO had an advantage here.

MARKET CAPITALISATION:

As profits margins are becoming thin, the market capitalization of listed

telecom companies has fallen. Though there have been some signs of recovery


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Airtel vs Tata Docomo

The equal competitors are coming up with their new tariffs, plans, special packs and

their varying services to prove themselves to be much competitive and trying to

anchor them firmly in this mobile sector.

Currently the Tata Docomo came up with its services with an all new tariff scheme of

pay per second which has brought out a massive revolution in the market.

On 30th Oct the leading mobile service provider Bharti Airtel launched their much

awaited Pay per Second tariff all throughout India. The tariff comparison with Airtel

and TATA Docomo is as follows,

Airtel with its inception on 2001 renders number of customers but their tariff, call rates

to different network makes confusion and remains unstable. But Docomos 1p/sec

throughout India makes consumers to keep track of their account and controls

expenses.

Airtel has kept different SMS charges even in their Pay Per Second plan with local

sms being charged at Re.1 and National sms at Rs.1.50, whereas Docomo

introduced SMS charges based on the number of characters. No recharges are

needed to opt for per second calling after one year.

Package activation of Airtel ranges from Rs.64 to Rs.99 and varies from circle to

circle. Docomos does not charge anything extra for activating the per second pack

since the tariff plan by default is on per second basis.

The Airtel tariff calculation is hard ranging from 1p/sec to 1.2p/sec , but 20% higher to

other operators whereas A2A calls are kept at 1p/sec and that to other operators are

charged at 1.2p/sec. But Tata Docomo is offering a limited period offer of STD calls

at 1p/sec.

But Airtel is older than Docomo so it has compact network links than Docomo , so

this is the place where Docomo has to establish itself.

Meanwhile it is found that Docomo with both GSM and CDMA network added

over 4 million subscribers in September, beating market leader Bharti Airtel yet

again. Airtel had 2.5 million new users in September.


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SWOT ANALYSIS

STRENGTH

WEAKNESS

OPPORTUNITIES

THREATS

STRENGTHS:

First to introduce seconds tariff plan (seconds pulse)

Good brand image of Tata services

Having large variety of plans

Plans are affordable by any common person.

WEAKNESS:

Signal strength.

Postpaid connections are not available as of now.

Customer services are not satisfactory.

Concentrating only on rural areas.

OPPORTUNITIES:

Have a great opportunity to expand its services.


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To introduce any new plans for internet users.

Introduce 3G compatible services.

To introduce new combined plans like, SMS, Internet, Calling integrated offers.

THREATS:

If signal strength is not increased it may lead to change in the network service by

the customers.

Tata has to clarify whether this 1ps/sec will continue till its lifecycle.

Heavy competition from all other network providers.


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Growth of Telecom

The Indian Telecom sector has proved to be an international success story. The sector

has witnessed a commendable growth over the past two years. With an overall

subscriber base of 914.60 million and a teledensity of 76.03%, the sector continues togrow from strength to strength. With the urban teledensity reaching 166.54%, the

market has been showing signs of maturity. Rural India is the key target market likely to

drive the next round of growth, particularly for voice based services. It is envisaged that

rural teledensity of 40% would be reached by end of 2014. 3G and BWA are expected

to reinvigorate the maturing urban markets and help in bringing balanced growth of

economy. The aggressive growth observed by mobile services is yet to be replicated in

case of broadband service, where the subscriber base currently stands at more than 12

million. The Government has a vision to provide telephone connection and broadband

facilities on demand across the country at an affordable price and it strives to achieve

the same.

The growth of telecom sector since 2007:

Subscribers

Subscribers' base ( in million)

March'07 March'08 March'09 March'10 March'11 October'11

Wireline 40.77 39.41 37.96 36.96 34.73 33.19

Wireless 165.09 261.08 391.76 584.32 811.60 881.41

Total Phones 205.87 300.49 429.73 621.28 846.33 914.60

Internet 9.21 11.05 13.65 16.10 19.69 -

Broadband 2.29 3.81 6.22 8.77 11.79 12.84*

Data

services/31.3 65.5 117.82 177.87 381.40 -


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The 11th plan (2007-2012) had envisaged provision of 600 million connections. The

number of telephone connections both wireline and wireless put together stands at

914.60 million on 31.10.2011. This registers an addition of 869.83 million connections

by October 2011 against a target of 600 million connections by end of the 12 thPlan i.e.

March 2012. Wireless subscribers increased to 881.41 million by October 2011,

exhibiting a Compound Annual Growth Rate (CAGR) of 43.93% . During the first seven

months of the current year 2011-12, the wireless connections grew by 8.60%. The

number of Internet subscribers grew by 22.30%, while the broadband subscribers grew

at 34.43% during the year 2010-11.

Change in composition of sector:

Public vs. Private: The liberalization efforts of the Government are evident in the

growing share of the private sector. The private sector is now playing an important role

in the expansion of telecom sector which is evident from the following table:

Number of Telephones ( in million)

Year

PSUs' Network Private Network

Total

%age

Share

of

PSUs'

Wirelin

e

Wireles

sTotal

Wirelin

e

Wireles

sTotal

Wireless

internet#

# accessing internet through wireless networks as per quarterly reports of TRAI

*up to September 2011 .


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2007 37.46 33.93 71.39 3.31 131.16134.4

8

205.8

734.68%

Number of Telephones ( in million)

Year

PSUs' Network Private Network

Total

%age

Share

of

PSUs'

Wirelin

e

Wireles

sTotal

Wirelin

e

Wireles

sTotal

2008 35.23 44.32 79.55 4.19 216.76220.9

4

300.4

926.47%

2009 32.92 56.63 89.55 5.04 335.13340.1

8

429.7

320.84%

2010 31.33 74.54105.8

75.63 509.78

515.3

8

621.2

817.04%

2011 28.69 97.31126.0

06.04 714.29

720.3

3

846.3

314.89%

October'1

126.99 101.82

128.8

16.20 779.59

785.7

9

914.6

014.08%

The share of private sector in the number of telephones has increased from

65.32% (134.48 million telephones) at the end of March, 2007 to 85.92% (786 million

telephones) at the end of October, 2011.


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Wireless vs. Wireline:

The preference for use of wireless phones has also been predominant in the

sector. This is confirmed from the rising share of wireless phones, which increased from

80.19% (165.09 million) at the end of March, 2007 to 96.37% (881.41 million) at theend of October, 2011.

Trend in Teledensity:

Teledensity in the country is steadily increasing from 18.22% as on 31.3.07 to

70.89% as on 31.03.11 and currently stands at 76.03% as on 31.10.11. However, there

is a wide gap between urban teledensity (166.54%) and rural teledensity (36.81%).

Rural Telephony:

97.09% of the villages in India have been covered by the Village Public

Telephones (VPTs). Apart from the 308.87 million connections provided in the rural

areas, 576350 VPTs have been provided till 31.10.2011.

Policy Reforms and New Initiatives

For a dynamic sector, reforms are necessitated by dynamics of changes

including technological innovations. The telecom sector in India has been witnessing a

continuous process of reforms since 1991. During the recent years, various policy

initiatives have been carried out to give boost to the sector. Major policy initiatives and

milestones achieved in Telecom Sector include:

A Mobile Number Portability (MNP):

MNP was launched by the Prime Minister on January 20, 2011. The MNP service

allows subscribers to retain their existing mobile telephone number even when they

switch from one access service provider to another irrespective of mobile technology or

from one technology to another technology of the same or any other access service

provider within the same service area.


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Implementation of MNP has not only given wider choices to the Indian

subscribers but has also induced service providers to offer innovative, affordable and

competitive traffic plans for the benefit of the masses. As on November 30, 2011, 19

million mobile customers have successfully ported their mobile numbers to the service

providers of their choice.

B Telecom Commercial Communications Customer Preference Regulations

2010:

Telecom Commercial Communications Customer Preference Regulations

(TCCCPR) 2010 came into force on September 27, 2011. TCCCPR 2010 gives options

to customers to exercise their preference, separate number for telemarketers starting

with 140, easy registration of the telemarketers, sharing of database, blacklisting

provisions, filtering of calls and SMS by service providers, effective complaint redressal

system and financial disincentive on access providers.

In order to curb unsolicited commercial communication, which were a major

cause of disturbance and inconvenience for telecom users, TRAI notified Telecom

Unsolicited Commercial Communication Regulations in 2007, putting in place a

framework for controlling unsolicited commercial communications. This regulation was

further improved through two amendments in 2008. As a result of this regulation, the

number of unsolicited calls decreased but the number of unsolicited SMS increased.

The Indian telecom customer demanded more from TRAI, which led to enforcement of

TCCCPR 2010.

C Foreign Direct Investment (FDI):

Foreign Direct Investment (FDI) is one of the important sources to meet the

requirement of huge funds for rapid network expansion. The FDI policy provides an

investor-friendly environment for the growth of the telecom sector. Telecom has

emerged as the third major sector attracting FDI inflows after services and computer

software sector. At present, 74% to 100% FDI is permitted for various telecom services.


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This investment has helped telecom sector to grow. The growth of FDI in Telecom

Sector since 2007 is as under:

Foreign Direct Investment(in million US$)

2006-07 2007-08 2008-09 2009-10 2011-12 2011-12

(upto Sept.

2011)

FDI 478 1261 2558 2554 1665 1901

D Declining Tariff:

The telephone tariffs have declined dramatically over the last two years making

the mobile telephone affordable to the common man. There are a large number of

options available for the subscribers to choose from the market depending upon their

usage profile. The prepaid tariffs have gone as low as paise per second.

E Manufacturing of Telecom Equipment:

The exponential growth witnessed by the telecom sector in the past decade has

led to the development of the telecom equipment manufacturing and other supporting

industries. With the advent of next-generation technologies and operators looking to roll

out 3G and broadband wireless access services, the demand for telecom equipment

has increased rapidly. In an attempt to capitalize on this opportunity, the Government is

focusing on developing the domestic manufacturing industry. The Indian equipment

manufacturing sector has come a long way in the past few years. From being an import-

centric industry, it is slowly but steadily moving towards becoming a global telecom

equipment manufacturing hub. In 2002-03, India produced telecom equipment worth Rs

144 billion, which increased to Rs 520 billion in 2010-11, making a growth of 265 per

cent.


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One of the key reasons for this trend is the setting up of domestic manufacturing

facilities by Indian companies along with multinational companies. The market is

currently dominated by multinational companies like Nokia, Nokia Siemens Networks,

Ericsson, Alcatel-Lucent, Motorola, LG Electronics, Samsung etc. which have set up

their production facilities in the country over the past decade and many more are

planning to set up. Also, with Indian as well as multinational companies setting up base

in India, the country is not only emerging as a manufacturing hub but is also planning to

increase its telecom exports. In the year 2006-07, India exported equipment worth Rs

18.98 billion, which increased by over 730 per cent to Rs 158 billion in 2010-11. Indian

mobile handset companies increased their share in the domestic market to 14 per cent

in 2009-10 from 3-4 per cent in 2008-09. Domestic brands have established themselves

in the market and are competing with international handset vendors.

The Government is supporting the domestic equipment manufacturing industry

and the growth of indigenous technology. With efforts from both the Government and

the industry, India can build a conducive ecosystem to boost the equipment

manufacturing sector, which can lead to the creation of an industry that will compete

with the best in the world. With above initiatives India is expected to be a manufacturing

hub for telecom equipment.

F Draft National Telecom Policy(NTP2011): Draft NTP 2011 was announced

on October 10, 2011. NTP2011 proposes to provide stable, rationale and

objective policy regime over next decade or so:

To make available secure, reliable and affordable voice telephony and high

speed broadband services to every citizen in India with special focus on rural andremote areas.

To improve the broadband experience by enhancing the speed of delivery.

To make India a global hub of manufacturing for all electronic products including

telecom equipment with substantial value addition within the country and

safeguard security concerns of the nation.


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For simplification and rationalisation of licensing regime, transparent system for

allocation of spectrum and enable efficient usage of spectrum.

For discovery of price of spectrum through market related processes.

To achieve One Nation- Full Mobile Number Portability

To enable free roaming throughout the country.

To harness full potential of mobile phones for enabling provision of citizen centric

services related to education, health, employment, agriculture, entertainment,

banking & insurance services, skill upgradation, vocational training etc.

To encourage indigenous manufacture of cost effective mobile devices.

The faster roll out of high speed and reliable broadband in rural and urban areas will

enable decentralised governance, participative democracy and delivery of basic

services such as health and education to every citizen of the country. The thrust on

manufacturing will promote entrepreneurship, create more job opportunities, reduce

imports and improve security. Efficient usage of scarce resources like spectrum will

result in better quality of service to the customers at affordable cost. The new policy

regime will be beneficial to end consumers/citizens, Telecom Service Providers, Value

Added Service Providers, Government and Manufacturers. Policy is likely to be

approved by the June 2012.

G. National frequency Allocation Plan:

The National Frequency Allocation Plan-2011 (NAFP) came into effect from

October 1, 2011 to ensure its efficient and effective management. Radio spectrum is

becoming increasingly important for all walks of life and needs to be managed rationally.

NAFP-2011 is a policy document which contains spectrum allocation for various

radio communication services/applications in different frequency bands. This document

provides the basis for development, manufacturing and spectrum utilization activities in

the country, both for Government and private sectors.


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H Recent initiatives undertaken by USOF:

The strategy for network expansion in rural areas mainly involves provision of phones

in the viable areas through market mechanism and through Universal Service Obligation

Fund (USOF) in the non-viable areas. While Village Public Telephones (VPTs) willenable public access, a scheme of Infrastructure sharing by Infrastructure Providers and

Universal Service Providers has been launched under USOF to create infrastructure in

rural and remote areas. The achievements of the schemes under USOF are as under:-

Apart from the 308.87 million connections provided in the rural areas,

576350 VPTs have been provided till 31.10.11. 97.09% of the villages in

India have now been covered by the VPTs.As on 30.10.2011, 7289 towers i.e. about 99% have been set up under

shared mobile infrastructure scheme. The infrastructure so created is

being shared by three service providers for provision of mobile services.

As on 30.09.2011, a total of 2,24,631 broadband connections have been

provided and 5674 kiosks have been set up in rural and remote areas

under Rural Broadband Scheme for expanding provision of Wireline

Broadband Connectivity upto village level.

Another Scheme has been launched to provide sufficient back-haul

capacity to integrate the voice and data traffic from the access network in

the rural areas to their core network by strengthening the OFC network.

This scheme considers Optical Fibre Cable (OFC) Network augmentation

between the blocks' HQ and Districts' HQ to begin with.USOF, through this

Scheme, shall provide subsidy support for augmentation, creation and

management of intra-district SDHQ-DHQ OFC Network on the condition

that it will be shared with other Telecom Operators at the rates prescribed

in the Agreement. Assam has been taken up first for implementation.


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Some of the pilot projects undertaken by USOF are as under:-

(i) Support is being provided for mobile charging stationsin 5000 villages through

Tata Energy Research Institute ( TERI) project of Lighting a Billion Lives (LaBL). The

solar mobile charging stations in these 5000 villages are to be provided in a phased

manner over a period of two years from the date of signing of the Agreement. Till

30.04.2011, mobile charging stations have been established in 322 villages.

(ii) A Memorandum of Understanding (MoU) has been signed with BSNL for

financial support from USOF for provision of Broadband enabled Rural Public

Service Terminals (RPSTs) to eligible Woman SHGs (Self Help Groups) on pilot

basis in the states of HP and Rajasthan. BSNL shall provide an RPST to one eligibleSHG from each of its eligible rural wire-line exchanges under the MoU as per agreed

terms & conditions with subsidy support from USO Fund. At present, 150 RPSTs (100 in

Rajasthan and 50 in HP) have been provided under this scheme.

(iii) Recognizing the vital role that Information Communication Technology (ICT) can

play in the empowerment of rural women, a scheme has been launched for pilot

projects aimed at facilitating Self Help Groups (SHGs) access to ICT enabled services.

Financial support from USO Fund is to be provided towards Value Added Service (VAS)subscriptions for SHGs in accordance with the provisions of underlying subsidy

Agreements. At present MoUs have been signed for Proof of Concept (PoC) for 8

mobile VAS projects in the state of Tamilnadu, Kerala, Maharashtra, Uttar Pradesh,

Uttarakhand, Andhra Pradesh, Rajasthan and the Union Territory of Puducherry.


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I Implementation of National Optical Fibre Network (NOFN): All village

Panchayats are to be connected through NOFN to enable delivery of public and

private electronic services to citizens in urban and rural areas.

Broadband is a tool for improving the life of people by providing affordableand equitable access to information and knowledge. For individual,

broadband has direct impact on their day to day life style and behaviour. For

State, it enormously contributes towards trade and generation of employment.

Many Information and Communication Technologies (ICT) applications such

as e-commerce, e-banking, e-governance, e-education and tele-medicine

require high speed Internet connectivity.

Government has approved National Optical Fiber Network in October 2011

for providing Broadband connectivity to all Panchayats at a cost of approx

20,000 Crore.

The plan is to extend the existing optical fiber network up to Panchayats. The

Network will be available to telecom service providers for providing various

services to the citizens in non-discriminatory manner. As per the approval of

the Cabinet, the action for establishing and operationalising Special Purpose

Vehicle (SPV) has been initiated for management and operation of the NOFN

and ensuring non-discriminatory access to all service providers.

In economic terms, the benefits from the scheme are expected through

additional employment, e-education, e-health, e-agriculture etc. and reduction in

migration of rural population to urban areas. As per a study conducted by the

World Bank, with every 10% increase in broadband penetration, there is an

increase in GDP growth by 1.4%.

NOFN will also facilitate implementation of various e-

governance initiatives such as e-health, e-banking, e-education

etc. thereby facilitating inclusive growth.

The Network will provide a highway for transmission of voice,

data and video in rural areas. It will enable the broadband

connectivity upto 2 Mbps, capable of providing various


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electronic services like education, health, entertainment,

commerce etc; to people and businesses.

The people in rural areas, student, entrepreneurs, various Government

Departments providing services under e-gov projects will be benefitted. It willalso provide connectivity to various public institutions like Gram Panchayats,

Primary Health Centres (PHCs), schools etc. in rural areas. It will also result in

investment from the private sector both for providing different services and

manufacturing of broadband related telecom equipment.

The NOFN project would be implemented in 2 years.


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Advertising and its Impact for Tata Docomo

Man in the Airplane - New TATA DOCOMO TV Ad

Celebrity Promotion for Tata Docomo R. Kapour

Ranbir Kapoor dons new avatar for Tata Docomos new campaign

Tata Docomos new campaign with Ranbir Kapoor to go on air with IPL season

5TT Correspondent | 04 Apr 2012

Tata DOCOMOs campaign featuring film actor Ranbir

Kapoor will to go on air with the Indian Premier League

(IPL) season 5. The company said the new brand

campaign is simple, drawing attention to the

ridiculousness of service paradigms in telecom. RanbirKapoor is endearing in his all-new, unimaginable avatar in

IPL Season 5 Refresh the core service differentiators of Tata.

With this campaign, we are reinforcing the core proposition of the brand, and reiterating

the service differentiators that brand Tata DOCOMO offers to its customers, Gurinder

Singh Sandhu, Head, Marketing, Tata Teleservices, said.

The idea here is to communicate effectively the unfairness and rigidity that exists in the

telecom industry, and this has been beautifully conceptualized and executed by way of

drawing analogies with another service industry. An eatery, manned by a grumpy yet

endearing old man; the restaurateur!


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Commenting on this new avatar, Tata DOCOMOs brand ambassador Ranbir Kapoor

said, This is a unique approach to advertising and I am very excited to be part of it. With

this campaign, we are attempting to be really different? And I am sure people will like it.The campaign reflects values that I believe in personally. Transparency, honesty and

true value. This is a brand that believes in DO, and that also strikes a strong chord with

me.

In every promo, Tata DOCOMO differentiators have been talked about, highlighting the

specific consumer pain points that have been contextualized with similar parallels in the

restaurant. Be it the No Unfair Balance Deductions or Enjoy the Best Internet

Experience. Always, Ranbir the restaurateur uses innuendos and raillery in an

uncharacteristic gruff voice to flummox the customer, while driving home Tata

DOCOMOs central message in a lucid yet rib-tickling manner.

In continuation to its first series of Keep it Simple, Silly Campaign, this IPL Season 5 will

see Tata DOCOMO launching a simple yet refreshingly different approach. While the

first set of exciting promos tickles the audience and drives home our key message, we

will be expanding the ambit and messaging, with various other marketing initiatives also

pushing the message. The TV campaign will be supported with a brand surround

campaign print, outdoors, on-ground and retail, Sandhu added.

Tata DOCOMO is involved with IPL as an associate sponsor with its leading wireless

broadband service brand, Tata DOCOMO Photon Max, which was recently, conferred

the Product of the Year 2012 award for Best Innovation by AC Neilsen. Tata DOCOMO

has been able to foster a strong brand-customer relationship by offering uncomplicated

telecom solutions with no hidden conditions or unwanted service activations.

Ritesh Ghoshal, head brand marketing, Tata Teleservices, explained, Imagine aworld where everyone starts treating you like your telecom operator does. Thats the

analogy weve drawn, and how Tata Docomo differs from that.

The brand is also an associate sponsor with IPL 5. Ghoshal said, We a re an associate

sponsor on IPL, as we have been for the past two years. We use IPL as a media


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property rather than an association property. We dont associate with teams. When the

IPL comes around, all other channels take a hit in viewership; prime time viewership

moves to cricket. The remote comes into the hands of my core TG which is the male

audience 15-45, all over India, and thats why we leverage it as a media property.

Ranbir Kapoor's New Look Spells Magic! Tata DOCOMO's New Campaign is

Refreshingly Different

Be Smart, Pay Per Second: virtues of per second billing allows customers to save up to

23% on their mobile bills - Campaign refreshes Tata DOCOMO's core service

differentiators of no fine-print, no hidden conditions and no unwarranted balance

deductions - Ranbir Kapoor is endearing in his all-new, unimaginable avatar in IPL

Season 5 Refresh the core service differentiators of Tata

Bengaluru, Karnataka, April 8, 2012 /India PRwire/-- Cutting through the clutter that the

Indian telecom landscape finds itself in-with customers forced to jostle with confusing

and complicated products, services and tariff plans-Tata DOCOMO is doing a standout

act yet again, with the launch of its new brand campaign that urges customers to pay by

the second, always.

Scheduled to go on air with the Indian Premier League Season 5, the new brand

campaign is simple, drawing attention to the ridiculousness of service paradigms in

telecom. The campaign refreshes the core service differentiators of Tata DOCOMO-no

fine-print, no hidden conditions and no unwarranted balance deductions. Tagged as

innovators and the first to introduce the concept of Pay Per Use, the brand, with this

unique campaign, reinstates the message that paying by the second always benefits the

customer. Tata DOCOMO charges the customer on a per-second pulse-not by the

minute-leading to saving of up to 23% on mobile bills!
http://www.indiaprwire.com/http://www.indiaprwire.com/


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"With this campaign, we are reinforcing the core proposition of the brand, and reiterating

the service differentiators that brand Tata DOCOMO offers to its customers," Mr

Gurinder Singh Sandhu, Head, Marketing, Tata Teleservices, said. "The idea here

is to communicate effectively the unfairness and rigidity that exists in the telecom

industry, and this has been beautifully conceptualized and executed by way of drawing

analogies with another service industry-an eatery, manned by a grumpy yet endearing

old man; the restaurateur!"

Commenting on this new avatar, Tata DOCOMO's brand ambassador Ranbir Kapoor

said: "This is a unique approach to advertising and I am very excited to be part of it.

With this campaign, we are attempting to be really different-and I am sure people will

like it. The campaign reflects values that I believe in personally-transparency, honesty

and true value. This is a brand that believes in DO, and that also strikes a strong chord

with me."

In every promo, Tata DOCOMO differentiators have been talked about, highlighting the

specific consumer pain points that have been contextualized with similar parallels in the

restaurant. Be it the 'No Unfair Balance Deductions' or 'Enjoy the Best Internet

Experience. Always', Ranbir the restaurateur uses innuendos and raillery in an

uncharacteristic gruff voice to flummox the customer, while driving home Tata

DOCOMO's central message in a lucid yet rib-tickling manner.

In continuation to its first series of 'Keep it Simp le, Sil ly 'campaign, this IPL Season 5

will see Tata DOCOMO launching a "simple" yet "refreshingly different" approach.

"While the first set of exciting promos tickles the audience and drives home our key

message, we will be expanding the ambit and messaging, with various other marketing

initiatives also pushing the message. The TV campaign will be supported with a brand

surround campaign-print, outdoors, on-ground and retail," Mr Sandhu added.

Tata DOCOMO is involved with IPL as an associate sponsor with its leading wireless

broadband service brand, Tata DOCOMO Photon Max, which was recently conferred

the 'Product of the Year 2011' award for 'Best Innovation' by AC Neilsen.


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Buying Preference Celebrity Promotion

Impact of celebrity endorsement on overall brand

The motif behind total branding may be decocted as an attempt to amalgamate diverse

activities to win customer preference. Apropos to this context, the topic Impact of

celebrity endorsement on overall brand, is a significant one. The crescendo of

celebrities endorsing brands has been steadily increasing over the past years.

Marketers overtly acknowledge the power of celebrities in influencing consumer-

purchasing decisions. It is a ubiquitously accepted fact that celebrity endorsement can

bestow special attributes upon a product that it may have lacked otherwise. But

everything is not hunky-dory; celebrities are after all mere mortals made of flesh and

blood like us. If a celebrity can aggrandize the merits of a brand, he or she can also

exacerbate the image of a brand.

If I may take the liberty of rephrasing Aristotles quoteon anger, Any brand can get a

celebrity. That is easy. But getting a celebrity consistent with the right brand, to the right

degree, at the right time, for the right purpose and in the right way... that is not easy.

Celebrity endorsements are impelled by virtue of the following motives:

Instant Brand Awareness and Recall.

Celebrity values define, and refresh the brand image.

Celebrities add new dimensions to the brand image.

Instant credibility or aspiration PR coverage.

Lack of ideas.

Convincing clients.

The scope of a celebrity on the incumbent brand:

Simply stating, a brand is a differentiated product and helps in identifying your product

and making it stand out due to its name, design, style, symbol, color combination, or

usually a mix of all these.


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Before we can scrutinize the effects of celebrity endorsement on the overall brand, we

have to ferret the implicit nuances that act as sources of strong brand images or values:

Experience of use: This encapsulates familiarity and proven reliability.

User associations: Brands acquire images from the type of people who are

seen using them. Images of prestige or success are imbibed when brands are

associated with glamorous personalities.

Belief in efficiency: Ranking from consumer associations, newspaper editorials

etc.

Brand appearance: Design of brand offers clues to quality and affects

preferences.

Manufacturers name & reputation: A prominent brand name

(Sony,Kelloggs,Bajaj,Tata) transfers positive associations

The celebritys role is the most explicit and profound in incarnat ing user associat ions

among the above-mentioned points. To comprehend this, let us analyze the multiplier

effect formula for a successful brand:

S=P* D*AV--the multiplier effect

Where S is a successful brand,P is an effective product.

D is Distinctive Identity

and AV is Added values.

The realm of the celebritys impact is confined to bestow a distinctive identity and

provide AV to the brand; the celebrity does not have the power to improve or debilitate

the efficiency and features of the core product. Thus, we are gradually approaching an

evident proposition claiming,

The health of a brand can definitely be improved up to some extent by celebrity

endorsement. But one has to remember that endorsing a celebrity is a means to an end

and not an end in itself.


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An appropriately used celebrity can prove to be a massively powerful tool that magnifies

the effects of a campaign. But the aura of cautiousness should always be there. The

fact to be emphasised is that celebrities alone do not guarantee success, as consumers

nowadays understand advertising. They know what advertising is and how it works.

People realize that celebrities are being paid a lot of money for endorsements and this

knowledge makes them cynical about celebrity endorsements.

Compatibility of the celebritys persona with the overall brand image

A celebrity is used to impart credibility and aspirational values to a brand, but the

celebrity needs to match the product. A good brand campaign idea and an intrinsic link

between the celebrity and the message are musts for a successful campaign.

Celebrities are no doubt good at generating attention, recall and positive attitudes

towards advertising provided that they are supporting a good idea and there is an

explicit fit between them and the brand. On the other hand, they are rendered useless

when it comes to the actual efficiency of the core product, creating positive attitudes to

brands, purchase intentions and actual sales.

Certain parameters that postulate compatibility between the celebrity and brand image

are:

Celebritys fit with the brand image.

CelebrityTarget audience match

Celebrity associated values.

Costs of acquiring the celebrity.

CelebrityProduct match.

Celebrity controversy risk.

Celebrity popularity.

Celebrity availability.

Celebrity physical attractiveness.

Celebrity credibility.


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Celebrity prior endorsements.

Whether celebrity is a brand user.

Celebrity profession.

Successful celebrity endorsements for a brand- An Indian perspect ive

The latter part of the '80s saw the burgeoning of a new trend in Indiabrands started

being endorsed by celebrities. Hindi film and TV stars as well as sportspersons were

roped in to endorse prominent brands. Advertisements, featuring stars like Tabassum

(Prestige pressure cookers), Jalal Agha (Pan Parag), Kapil Dev (Palmolive Shaving

Cream) and Sunil Gavaskar (Dinesh Suitings) became common. Probably, the first ad

to cash in on star power in a strategic, long-term, mission statement kind of way was

Lux soap. This brand has, perhaps as a result of this, been among the top three in the

country for much of its lifetime.

In recent times, we had the Shah Rukh-Santro campaign with the objective of mitigating

the impediment that an unknown Korean brand faced in the Indian market. The

objective was to garner faster brand recognition, association and emotional unity with

the target group. Star power in India can be gauged by the successful endorsement

done by Sharukh for three honchos- Pepsi, Clinic All Clear and Santro. Similarly, when

S Kumars used Hrithik Roshan, then the hottest advertising icon for their launch

advertising for Tamarind, they reckoned they spent 40 - 50 per cent less on media due

to the sheer impact of using Hrithik. Ad recall was as high as 70 per cent, and even the

normally conservative trade got interested.

In the Indian context, it would not be presumptuous to state that celebrity endorsements

can aggrandize the overall brand. We have numerous examples exemplifying this claim.

A standard example here is Coke, which, till recently, didn't use stars at all

internationally. In fact, India was a first for them. The result was a ubiquitously appealing

Aamir cheekily stating Thanda matlab Coca Cola. The recall value for Nakshatra

advertising is only due to the sensuous Aishwarya. The Parker pen brand, which by

itself commands equity, used Amitabh Bachchan to revitalize the brand in India.


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According to Pooja Jain, Director, Luxor Writing Instruments Ltd (LWIL), post Bachchan,

Parker's sales have increased by about 30 per cent.

India is one country, which has always idolized the stars of the celluloid world.

Therefore it makes tremendous sense for a brand to procure a celebrity for itsendorsement. In India there is an exponential potential for a celebrity endorsement to be

perceived as genuinely relevant, thereby motivating consumers to go in for the product.

This would especially prove true if the endorser and the category are a natural lifestyle

fit like sportspersons and footwear, Kapil-Sachin and Boost or film stars and beauty

products.

Some Global Examples:

Globally, firms have been juxtaposing their brands and themselves with celebrityendorsers. Some successful ongoing global endorsements are as follows:

Celebrity endorsements have been the bedrock of Pepsi's advertising. Over the

years, Pepsi has used and continues to use a number of celebrities for general

market and targeted advertising, including Shaquille O'Neal, Mary J. Blige,

Wyclef Jean, and Busta Rhymes, who did a targeted campaign for their Mountain

Dew product.

George Foreman for Meineke. He has also sold more than 10 million Lean Mean

Fat-- Reducing Grilling Machines since signing with the manufacturing company.

James Earl Jones for Verizon and CNN.

Nike golf balls, since the company signed Tiger Woods in 1996, have seen a $50

million revenue growth. Nike's golf line grossed more than $250 million in annual

sales. In 2000 he renegotiated a five-year contract estimated at $125 million.

Other successful endorsements like NikeMichael Jordan, DunlopJohn

McEnroe, AdidasPrince Naseem Hamed, and so on.

Venus Williams, tennis player and Wimbledon champion has signed a five-year

$40 million contract with sportswear manufacturer Reebok International Inc.


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Advantages of a celebrity endorsing a Brand

Brands have been leveraging celebrity appeal for a long time. Across categories,

whether in products or services, more and more brands are banking on the mass

appeal of celebrities. As soon as a new face ascends the popularity charts, advertisersqueue up to have it splashed all over. Witness the spectacular rise of Sania Mirza and

Irfan Pathan in endorsements in a matter of a few months. The accruement of celebrity

endorsements can be justified by the following advantages that are bestowed on the

overall brand:

Establ ishment o f Credibi l i ty: Approval of a brand by a star fosters a sense of

trust for that brand among the target audience- this is especially true in case of

new products. We had the Shah Rukh-Santro campaign. At launch, Shah Rukh

Khan endorsed Santro and this ensured that brand awareness was created in a

market, which did not even know the brand.

Ensured Attent ion: Celebrities ensure attention of the target group by breaking

the clutter of advertisements and making the ad and the brand more noticeable.

PR coverage : is another reason for using celebrities. Managers perceive

celebrities as topical, which create high PR coverage. A good example of

integrated celebrity campaigns is one of the Worlds leading pop groups, theSpice Girls, who have not only appeared in advertisements for Pepsi, but also in

product launching and PR events. Indeed, celebrity-company marriages are

covered by most media from television to newspapers (e.g. The Spice Girls and

Pepsi)

Higher deg ree of recal l: People tend to commensurate the personalities of the

celebrity with the brand thereby increasing the recall value. Golf champion Tiger

Woods has endorsed American Express, Rolex, and Nike. Actress CatherineZeta-Jones is used by T-Mobile and Elizabeth Arden. 007 Pierce Brosnan

promotes Omega, BMW, and Noreico.


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Disadvantages of a celebrity endorsing a brand:

The celebrity approach has a few serious risks:

1. The reputat ion of th e celebr i ty may d erogate after he/she h as endorsed the

product: Pepsi Cola's suffered with three tarnished celebrities - Mike Tyson,

Madonna, and Michael Jackson. Since the behaviour of the celebrities reflects on

the brand, celebrity endorsers may at times become liabilities to the brands they

endorse.

2. The vampire effect: This terminology pertains to the issue of a celebrity

overshadowing the brand. If there is no congruency between the celebrity and the

brand, then the audience will remember the celebrity and not the brand. Examples

are the campaigns of Dawn FrenchCable Association and Leonard RossiterCinzano. Both of these campaigns were aborted due to celebrities getting in the

way of effective communication. Another example could be the Castrol commercial

featuring Rahul Dravid.

3. Inco nsistency in th e professional popu lar ity of the celebr i ty: The celebrity may

lose his or her popularity due to some lapse in professional performances. For

example, when Tendulkar went through a prolonged lean patch recently, the

inevitable question that cropped up in corporate circles - is he actually worth it? The2003 Cricket World Cup also threw up the Shane Warne incident, which caught

Pepsi off guard. With the Australian cricketer testing positive for consuming banned

substances and his subsequent withdrawal from the event, bang in the middle of

the event, PepsiCo - the presenting sponsor of the World Cup 2003 - found itself on

an uneasy wicket


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4. Mult i brand endorsements b y the same celebr i ty wou ld lead to overexpos ure:

The novelty of a celebrity endorsement gets diluted if he does too many

advertisements. This may be termed as commoditisation of celebrities, who are

willing to endorse anything for big bucks. Example, MRF was among the early

sponsors of Tendulkar with its logo emblazoned on his bat. But now Tendulkar

endorses a myriad brands and the novelty of the Tendulkar-MRF campaign has

scaled down.

5. Celebr i t ies endorsing one brand and us ing anoth er (com pet i tor): Sainsburys

encountered a problem with Catherina Zeta Jones, whom the company used for its

recipe advertisements, when she was caught shopping in Tesco. A similar case

happened with Britney Spears who

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