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TATA Teleservices

TTSL is a subsidiary of the TATA group. Incorporated in 1996.

Divisions:

A. Tata Indicom B. Tata DoCoMo C. 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:
POLITICAL ECONOMIC

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

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. who work abroad.

Home calling cards for the family of those professionals

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 telephony

A. 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

TATAs 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-regularisedpolicy by the govt Rural Market

Docomoannouncing 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:
Stores Mass Media Coverage

Innovative Distribution to reach the customer:


Exclusive shops Hub and Spoke Associate distributors

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.

Uninor Like 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!! major global player.

To take the leap from a leading domestic player to a

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

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