Presented By:

Priyanka Ghosh (104)

Mohit Tihara (61)
Rajarshi Dutta(108)
Udit Grover(97)
Sameer Kochhar(89)
TATA DOCOMO was launched for
people believing in some different
services( Hatke services).

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.
OUR PRODUCT : TATA DOCOMO
GSM Mobile Services
Prepay connection
1p/ second - Anywhere In India
ISD calls on 1 second charging
Best SMS rates from Tata DOCOMO

Postpaid Connection
Pay as per actual usage only Get charged for your airtime
usage on a per second basis.

GPRS
GPRS is the Mobile Data service that
gives you the power to enjoy
continuous wireless connection to Internet
even when you are on the move.
Objective
 To Double the sales.

 Current sales of TATA DOCOMO: 2007-08 are estimated at

$62.5 billion (around Rs 251,543 crore), of which 61 per cent is
from business outside India.

  DoCoMo enters Indian market with picking up a 26% stake,

worth $2.7 billion, in Tata Teleservices, the No. 6 player in India.
 Integrating all the promotional tools

Integrated marketing communication is integration of all marketing tools, approaches,

and resources within a company which maximizes impact on consumer mind.

Hence, We were developing an IMC program for out product TATA DOCOMO to

identify opportunities and threats in the environment to make quality contact with our

customers.
Marketing Plan: IMC
Promotions Opportunity Analysis

1) Establishing Marketing Communications Analysis

2) Establish Objectives.

3) Developing a Communicating Budget

4) Adapting Promotional Strategies.

5) Match your tactics with your strategies

 Promotions Opportunity Analysis
The process of identifying target audiences for the offering (Products & services).

Two key objectives for promotions opportunity analysis:

 Determine which promotional opportunities exist for the firm, and

 Identify the characteristics of each target audience so that we can

precise advertising and marketing communications messages can

reach them.
Conduct a Communication market analysis

 Competitive analysis

 Opportunity Analysis

 Target Market Analysis

 Customer Analysis

 Positioning Analysis
Competitor
Opportunity Analysis
 Tata Docomo have a great opportunity to expand its services in
providing GSM Mobile connection all over India.
 To introduce any new plans for internet users.
 Introduce 3G compatible services.
 To introduce new combined plans like SMS, Internet, Calling
integrated offers.
Target Market
Identify the benefits customer are seeking and determine the various ways
in which the customer can be reached.

For such we need to plan a Target Market Analysis:

 Identify markets with unfulfilled needs.
 Divide the overall market into smaller segments.
 Positioning through marketing strategies such as advertising campaigns
for each smaller groups.
Target Audience (Customer Analysis)
 According to Marketing Investment perspective, an advertisement must reach the larger
audience which is in more number.

 Good act must reach the desired customer.

Our Audience:
 Brand Loyalist (This group of customers are studied at first in order to understand
people’s think, when they buy, why they buy or where they buy and how they evaluate a
product.)
 Other Brand Loyalist
 Promiscuous (No loyalty towards any particular Brand)
 Non- Users
Target Audiences

DESIRED
CUSTOMER
TARGET AUDIENECS

Whom Should 1. User 2.payer

We TARGET?
3.Influential 4. Buyer
 Product Positioning Analysis:

Advertising

Competitors

Use or application

Price-quality Relationship

Product user

Various Offers

Innovative discounts
Unique Selling Proposition (USP)

The unique selling proposition highlighted by Tata DoCoMo

was the 'pay-as-you-use' scheme under which the

subscriber would be charged one paisa per second and

only for the duration of use. Based on this concept, the

company formed its tagline 'Do the new'.

DO THE
NEW
 For Young Generation :

Friendship Theme
Tata Docomo has Released a brand
new advertisement with The Title Tata
docomoFriendship Express where a group of
people from different customs, different place,
different ages will be travelling together and
it’s all about how the tune Do Dooo Do which
makes a magic over there!
 TATA DOCOMO: Offerings

 Tata Docomo offers 1 paisa/sec call to US, Canada from Punjab.

 TATA DOCOMO now offers Daily and Weekly plans for BlackBerry.

 Tata DOCOMO offers free social networking on BuddyNet.

 Tata Docomo SMS offers- Free 750 SMS per day offer RC 30 details.

 Tata DOCOMO brings you an exclusive opportunity to participate in the Major

Auditions of INDIA's GOT TALENT.

 Tata DOCOMO is awarded 'Best Emerging Markets Carrier' at the 13 th Annual

Telecom Asia Awards (2010). 

 Establishing Marketing Communications
Objectives.
1. Develop Brand awareness.

2. Enhance brand’s Image by improving the quality of brand, i.e.

connectivity.

3. Enhance purchase actions or Repeat Purchase actions by introducing new

product feature of Tata Docomo.

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

of the buyer.
 Communication Objectives

Communication objectives that are derived from such marketing

objectives can be measurable by:

1. Sales volume

2. Market share

3. Profits

4. Return on Investment.
 DOCOMO is a firmly established market
leader
 DOCOMO has become a 26-per cent shareholder in Tata Teleservices.
 Limited and three DOCOMO Directors will be named to join the
TTSL Board.
 The company is a strong market leader used by more than 50 percent
of Japan’s mobile phone users. NTT DOCOMO, under which the
Japanese telecom.
 company was to acquire 26 per cent of the common shares of Tata
Teleservices Limited—in accordance with the capital-alliance
agreement.
Developing a Communicating Budget

Establishing a Communication Budget.

An unrealistic
assumptions about the
S relationship between
A promotional expenditures
L
and sales.
E
S

PROMOTIONAL EXPENDITURE
Methods of determining communication
budget:

 Percentage of sales method

 Meet the competition

 “What we can afford”

 Objective and task

 Payout planning

 Quantitative models
Advertising Budget
Sales

Advertising
35%
Trade promotions
45%

Consumer Promotions
20%
ADVERTISEMENT & PROMOTION

BLACKBERRY &
TATA DOCOMO
 Adapting Promotional Strategies
 Primary Market for Tata Docomo are the teenagers and the young adults as for now the southern Region
and slowly the entire country.

 Tata Docomo’s ad are vibrant and colorful. They focus on happy and the audience who are much more
active in life. The Young Adults Revealed study shows massive mobile penetration amongst young
adults worldwide, with 92 per cent owning a handset.

 The Communication Strategy of Tata Docomo is to reach it’s target customer carefully by it’s slogan
such as “ DO THE NEW”. The Young Adults Revealed study shows massive mobile penetration amongst
young adults worldwide, with 92 per cent owning.

 The Tata Docomo OOH and print ads have been received very well and the freshness handset.
Match your tactics with your strategies

 Tactics are activities to support strategies. Tactics include promotional

campaigns around themes based on strategies.
 They add Excitement or interest to what company plans to provide.
 Tata Docomo strongly believes in adding tactics to it’s strategies by providing:

 Coupons
 Bonus Packs
 Contest and prizes
OUR NEW OFFERINGS:

Students Moving from their HOME

STATE to another City to study:

 Free Prepaid SIM CARDS.

 Cheaper calling (1p/sec) within the state.

 Slashed calling cards to their Home

Country.
Cheaper calling to landline or Wire-Less phones.

SIM CARDS
•Free of costs.*

•@Rs100(Postpaid)*

*Conditions Apply
MARKET SEGMENATATION BY
CONSUMER GROUPS: Business-To-Business
 Demographics
 Psychographics  By Industry
 Generations  By Size
 Geographic areas  By geographic Location
 Geodemographics  By product usage
 Benefit Segmentation  By Customer Value
 Usage Segmentation

MARKET
SEGMENTATION
Demographic:
 Tata Docomo targeting Young Adults and teenagers, Both
male and female who mostly live on small earnings or
pocket money.
Psychographic Segmenting:
AIO - Attitudes Interest and Opinions

“Psychographic & Technology”

 Segmentation Basis:-

 Gadget Freak.

 Technology Inclined.
 Segmentation by Geographic Location
 A GSM brand of Tata Teleservices Limited, having license to
operate in 20 out of total of 22 telecom circles of India, has set
a target to cover entire southern region like Chennai, Tamil
Nadu, Kerala and Orissa Telecom circle,
 The company has recently started rolling out services in
Kolkata, West Bengal, Bihar and Madhya Pradesh circles and
aims to expand its pan India, with the exception of Jammu &
Kashmir and North-East.
Tata Teleservices’s GSM Mobile service Tata
DoCoMo has launched its commercial
operations in Orissa. 

The company has also

started its GSM services in
Tamil Nadu and Kerala,
and currently covers a total
of 20,847 towns and
villages, 4,205 km of
national Highay.
BENEFIT SEGMENTATION
 Tata Docomo introduces new prepaid special tariff
coupon 'Tariff & SMS & Talk time Pack’ in Tamil
Nadu.
 Tata Docomo introduces Daily And Weekly prepaid
BlackBerry plans.
 Tata Docomo introduces Daily And Weekly prepaid
BlackBerry plans.
 Nokia,Tata Docomo Tie Up to Offer “Ovi Life Tools”
Segmentation by Product Usage

 TATA DOCOMO has been offering a wide range of telephony

services including:

Product
Usage
BUSINESS-TO BUSINESS
SEGEMENTATION

 A segmentation system that classified business customers into

segments and determined the opportunity of each segment. 

 Business segmentation can also drive changes to marketing

communications and advertising.

The growing list of successful business segmentation projects suggests
principles that any company can adopt for B2B marketing success:

 Leverage the value of two pieces of basic company information: size and
industry classification.
 A business database can help compare customer files to a known universe to
calculate market penetration by size and industry segment.
 Use data on existing business customers to score profit potential, prioritize
acquisition, retention and cross-selling initiatives.
 Measure the effectiveness of segmentation-based sales and marketing
programs using metrics like quarter-over-quarter sales, cost to convert
prospects into customers and direct mail response rates. Then fine-tune
marketing based on these metrics.
THANK YOU.!!!