Professional Documents
Culture Documents
Divisions:
NTT - DoCoMo
operator in Japan.
Total assets worth $ 65.438 Billion.
Tata - DoCoMo
NTT DOCOMO.
Tata DOCOMO entered the Indian market as the 9th
GSM operator.
Offers both prepaid and postpaid GSM cellular
SOCIAL
TECHNOLOGICAL
Political
Government and legal issues affecting how the company operates:
Regulation
Infrastructure
Banning of phone use in certain circumstances Health issues
Economic
Factors influencing the purchasing power of customers and the company are cost of capital
Cost of 3G licenses Cost of calls being driven down Recession
With two giants NTT and TATA, they dont 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 issues
Demographics
Social trends Picture phones
Mobile 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
Targeting
Adopting a multi segment approach. Offering series of differentiated products to their
Positioning
Target Market
India has 648.73 million subscribers in total. Projected that India will have 1159 million mobile
subscribers by 2013.
So even though it is a late entrant the potential for it to become the largest Operator does exist.
BCG Model
of year 2013.
The average revenue per user is being falling now so it
communications need
Need to educate consumers about cellular telephony
to execute the plan. All products, offers and schemes were first announced to our Twitter followers before they were allowed on any other media.
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
Weakness
Opportunities
Threats
12 other major players in the market Customer loyalty Change in government policy New entrants 60% Market share captured by Public Players.
Commercial Strategy
Rebranding:
Stores Mass Media Coverage
Customer service:
Shops and call centres Vans Help desks
Competitive Analysis
Vodafone
They are targeting middle class persons as their target audience. It can be justified by their product like Rs. 10 chhota recharge.
Airtel
Elite, Up-market professionals, entrepreneurs.
Marketing Objectives
Creating brand awareness. To make it the largest provider of telecom services in the
Marketing Plan
Marketing Plan
Marketing Plan
Rural Segment:
Marketing Plan
Marketing Plan
Attractive schemes
Promote Postpaid