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.
G roup N o
8
Abhishek Gupta ( - )09FT 006Ankur Verma ( - )09FT 018Ankush Singla ( -
)
09FT 019Anupam Choudha
ry ( - )09FT 022
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,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
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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
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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
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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
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: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
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Analysis
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.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
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Awareness of TATADOCOMO
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Information about TATADOCOMO is through?
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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
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!Thank You
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