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TATA Teleservices
TTSL is a subsidiary of the TATA group.
Incorporated in 1996.
Divisions:
A. Tata Indicom
B. Tata DoCoMoC. Virgin Mobile India
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NTT - DoCoMo
NTT DoCoMo is the predominant mobile phoneoperator in Japan.
Total assets worth $ 65.438 Billion.
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Tata - DoCoMo
November 2008 Tata Teleservices partners withNTT DOCOMO.
Tata DOCOMO entered the Indian market as the 9thGSM operator.
Offers both prepaid and postpaid GSM cellularphone with presence in 19 circles.
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PEST Analysis: An EnvironmentalScanning
PEST Analysis is an analysis of the Company at abroad macro level and examines the company under
the headings of:
POLITICAL
ECONOMIC
SOCIAL
TECHNOLOGICAL
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Political
Government and legal issues affecting how thecompany operates:
Regulation Infrastructure
Banning of phone use in certain circumstances
Health issues
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Economic
Factors influencing the purchasing power of customersand 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 mindadding the number of zeroes in their marketing
budget.
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Social
Demographic and cultural aspects of the environmentthat influences customer needs and market size
Health issues Demographics
Social trends
Picture phones Mobile etiquettes
Saturation Point
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Technological
3G
UMTS (2.5G)
GPRS/WAP
SMS/MMS
EDGE
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STP Analysis
Segmentation
Targeting
Positioning
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Segmentation
Income.
Age.
Service Usage.
Nature of CustomerA. Institutional.
B. Sole.
Life of the Service. Geographical Condition.
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Targeting
Adopting a multi segment approach.
Offering series of differentiated products to theirrespective markets.
Home calling cards for the family of those professionalswho work abroad.
Cheap SMS facility for youth.
Facilities for circle users.
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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.
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Target Market
India has 648.73 million subscribers in total.
Projected that India will have 1159 million mobilesubscribers by 2013.
Market of 510.27 more mobile connections.
So even though it is a late entrant the potentialfor it to become the largest Operator doesexist.
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Product Life Cycle
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BCG Model
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Current marketing Objectives
Want to be the top mobile service provider by the endof year 2013.
The average revenue per user is being falling now so itis the objective of TATA DOCOMO to regain the
ARPU.
India is having is high customer base with lowpenetration level that so they want to cash on this.
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Current Marketing Objectives
Innovate and deliver on customers totalcommunications 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?
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Current Marketing Strategies
Using Social Networking and other sites likeFacebook, Orkut, Twitter etc. for marketing:
A dedicated Social Media team at Interface was builtto execute the plan.
All products, offers and schemes were firstannounced to our Twitter followers before they
were allowed on any other media.
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Current Marketing Strategies
Innovative customer care:
If the company fails to meet pre-determined levels of
service standards, the subscribers would becompensated with monetary benefits!
Customer Care using Live Chat!
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Current Marketing Strategies
Innovative SchemesDo 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.
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SWOT ANALYSIS
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Strengths
New to Indian market
NTT DoCoMo, Japan
TATAs presence in the market
Innovative tariffs
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Weakness
Lack of own infrastructure
High spending on advertising
Lack of holistic approach
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Opportunities
Booming Indian telecom industry
De-regularisedpolicy by the govt
Rural Market
Docomoannouncing expansion upto 42%
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Threats
12 other major players in the market
Customer loyalty
Change in government policy
New entrants
60% Market share captured by Public Players.
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Marketing Communication Objectives
Building Product Category/Wants.
Creating Brand Awareness.
Enhance Attitudes, influence Purchases.
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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 centresVansHelp desks
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Competitive Analysis
Vodafone
They are targeting middle class persons as their target audience. Itcan be justified by their product like Rs. 10 chhota recharge.
Airtel
Elite, Up-market professionals, entrepreneurs.
Uninor
Like docomo it primarily focuses on pricing.
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Marketing Objectives
Creating brand awareness.
To make it the largest provider of telecom services in thecountry to capitalize on the large rural market!!
To take the leap from a leading domestic player to amajor global player.
To be on top of the mind of the consumers.
Increase sales.
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Marketing Plan
PERSONAL TOUCH IN ADVERTISING:
Other major telecom companies have advertisementsthat people want to relate to.
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Marketing Plan
Do Away With BLACKOUT Days.
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Marketing Plan
Rural Segment:
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Marketing Plan
Collaboration with Low-end Handset
Manufacturers.
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Marketing Plan
Attractive schemes
Promote Postpaid