Tata Do Como Branding

8/8/2019 Tata Do Como Branding

1/19

.

G roup N o

8

Abhishek Gupta ( - )09FT 006Ankur Verma ( - )09FT 018Ankush Singla ( -

)

09FT 019Anupam Choudha

ry ( - )09FT 022


2/19

,anese market the company is clearly the

preferred mobile phone service provider

,-

te telecom service

providershaving a

pan Indiapresence

across all of Indi

a s 2

, ,,

to its customers under the TataIndicom Tata DOCOMO Photon and Walky brands an

-

m service onthe GSM plat

form arisingout of the T

ata Group's strategic allianc

,

,

,

being a late entrant Tata Indicom TTSL's CDMA brand has already established its

Introduction


3/19

AndhraPradesh

Bihar&Jharkhand

Gujarat

Chennai

Haryana

HimachalPradesh

Karnataka

Kerala

Kolkata

MadhyaPradesh&

Chhattisgarh

Maharashtra&Goa

Mumbai

Orissa

Punjab

Rajasthan

TamilNadu

UttarPradesh(East)

UttarPradesh(West)

WestBengal

Currently, Tata Docomo Mobile service is available in these following circles;

launching their service from the south of India to


4/19

Brand Positioning

, , , ,pioneer relevant open exciting, ,cool youthful colorful and

uncomplicated

-country's newest and most exciting GSM telecom services company

Tata Docomo believes in building a brand that appeals tothe customer not as a mobile operator but as a brandthat inspires the customer to do what he wants to in.life

Target audience

Young Adults and teenagers

Brand Essence

!Do the new

Brand Promise

Brand personality


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( ).introduce seconds tariff plan Seconds pulse

.age of Tata services

.riety of plans.e affordable by any common persons

STRENGTHS

.

Signal strength

.Customer service

.Concentrating more on rural area

WEAKNESS

.Have a great opportunity to expand its services.To introduce any new plans for internet users

.Introduce 3G compatible services, ,To introduce new combined plans like SMS Internet Calling integrated offe

TRAI s number portability is going to be launched soon and it will give th

OPPORTUNITIES

.increased

it may lead to change in the network service by the customers/ .is 1ps sec will continue till its life cycle

er network providers

THREATS


6/19

thinking behind the various brandinginitiatives

build a unique brandproperty

.

ak the set paradigms and offer our consumers something different

.

onsumers in th

eir growth in

their bid to be Number On

e eventually

To reach out tocustomers

quickest rollout in past three months and we have al

first to release a logo in three differ

,At the time of our launch we bought the complete


7/19

:Tata DOCOMO Webpresence

he ChallengeThe Challenge set before the team could be summarized in three simple

:objectives.1 Tata DOCOMO is a brand that does everything differently so create a" "web presence that's unconventional and non telecom ish

.2 " "Establish the brand promise of Doing the New through innovativetools and features on the website

.3 Make the website a place of interaction with the brand

" "ional Home Page for the Stop and take Notice effect

nteract and Establish- he Second Effect- he Savings Calculator- ostpay Plan Builder- ostpay Exact PlanCalculator

,he website was linked to Twitter Facebook and Orkut accounts encouraging visito

ngagement- .all about co creation and user participation The website has kept pace by exten

.sections Eg . .reate tatadocomo com


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.e 2009 and by December the site had more than 1 million unique users per month.ay left behind many of the incumbents

try measure to check relative poll.ahead of even market leader Airtel by a long distance

ld has been successfully created in the digital space through a balanced mix of

Theres

ult

:Tata DOCOMO Webpresence

22Mn Subscribers added in record time

# 1 in adding subscribers consistently ov

er last 7 months

Tata Docomo Do The New Community has alr

eady enrolled 1Mn


9/19

Analysis


10/19

.1 Network Quality

.2 Tariff Plan

.3 Customer Service

.4 Brand status.5 Value added services

factors in the order of importance that one considers befor

Brand Recall

AirtelVodafoneRelianceidea

Tata docomoAircel


11/19

Awareness of TATADOCOMO


12/19

Information about TATADOCOMO is through?


13/19


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Connectivity of TATADOCOMO


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S t th t t k TATA


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Suggest others to take TATADOCOMO


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B A Vm o d e l


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:ncrease network coverage Few of customers not satisfy with.net work coverage

:ncrease download speed of internet the download speed of.Tata Docomo is very slow If it increases speed of download it may

increase the brand image:oncentrate on SMS tariff No difference from the competitors

SMS tariff if it made slight changes it will attract morecustomers

:void black marketing of Sim cards by dealers due todoing black marketing the brand image decreases

etter customer service

Suggestions


19/19

!Thank You

Tata Do Como Branding

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