A CASE STUDY ON STRATEGIES

OF TATA DOCOMO

COMPANY PROFILE
TATADOCOMO 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.
Tata Teleservices has received a pan-India license to operate GSM telecom
services, under the brand TATADOCOMO and has also been allotted
spectrum in 18 telecom Circles. TTSL and has already rolled out its
services in various circles
The launch of the TATADOCOMO brand marks a significant milestone
Indian telecom landscape, as it stands to redefine the very face of
telecoms in India. Tokyo-based NTT DOCOMO is one of the world's leading
mobile operators-in the Japanese market, the company is clearly the
preferred mobile phone service provider with a50 percent market share
NTT DOCOMO has played a major role in the evolution of mobile
telecommunications through its development of cutting-edge
technologies and services. Over the years, technologists at DOCOMO
have defined industry benchmarks like 3G technologies, as also products
and services like the i-mode TM, mobile payment and a plethora of
lifestyle-enhancing applications

Mission and Vision

The broad vision of the Group is to be a truly

global company regarded for its commitment,

quality and trust.
Ratan N Tata, the chairman of Tata Sons, the Tata
promoter company outlines this vision with these
words - "One hundred years from now, I expect
the Tatas to be much bigger than it is now. More
importantly, I hope the group comes to be
regarded as being the best in India best in the
manner in which we operate, best in the products
we deliver and best in our value systems and
ethics. Having said that, I hope that a hundred
years from now we will spread our wings far

Core values
The Tata name is a unique asset representing leadership with trust.
Leveraging this asset to enhance group synergy and becoming globally
competitive is the chosen route to sustained growth and long-term success
TataInternationals values, as stated by them are:
Integrity:We will conduct our business fairly, with honesty and transparency.
Everything we do must stand the test of public scrutiny.
Understanding:We willbe caring, show respect, compassion and humanity
for our colleagues and customers around the world, and always work for the
benefit of the communities we serve.
Excellence:We will constantly strive to achieve the highest possible
standards in our day-to-day work and in the quality of the goods and services
we provide.
Unity:Wewill work cohesively with our colleagues across the group and with
our customers and partners around the world, building strong relationships
based on tolerance, understanding and mutual cooperation.
Responsibility:We will continue to be responsible, sensitive to the countries,
communities and environments in which we work, always ensuring that what
comes from the people goes back to the people many times over.

Laying the Social Media Strategy

At the very core of the Social Media strategy was the idea

of humanizing a telecom brand and make it warm, friendly

and conversational.
The strategy was simple yet brilliant. Reach out to every
corner of the web and to every possible TG not as a
corporate brand but as a friend willing to engage the
consumer in a one-on-one dialogue on anything and
everything pertaining to the brand, its offers, its
deficiencies as well as anything to do with telecom per se.
The desired outcome was clear in everyone's mind to
build the most loyal set of beta customers who will
champion the brand in their micro-communities at every
moment.

Execution strategy
A dedicated Social Media team at Interface

was built to execute the plan. Twitter,

Facebook, Orkut, Youtube accounts were
opened up and optimized even before the
brand launch took place.
The website itself actively solicited visitors to
signup to the Tata DOCOMO communities
months before it became a fad for others.
The Social Media team set about targeting
each of the Social Media platforms differently.

The e-marketing strategy

Key aspect of the strategy

The Tata DOCOMO social media strategy
has been carefully built on five pillars
Build consumer engagement
Address and resolve complaints
Crowd sourcing
Build brand advocacy
Micro communication

Swot analysis
STRENGH
oFirst to introduce
seconds tariff
plan (Seconds pulse).
oBrand image of Tata
services.
o Large variety of plans.
o Plans are affordable
by any common
persons

WEAKNESS
Signal strength.
Post paid connections are not
available as of now.
Customer service.
Concentrating only on rural area.

Opportunities
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 offers

THREATS
If the signal strength is not increased it may

lead to change in
the network service by the customers.
Tata has to clarify whether this 1ps/sec will
continue till its life cycle.
Heavy competition from all other network
providers

Corporate Strategy
Consistent with the Groups Broad Vision and growth objectives,

Tata Teleservices has adopted strategies in sync with these goals

through a Combination of Stability, Expansion and Retrenchment
Strategies
Balancing the needs of all stakeholders and encouraging value
creation throughout the organization
Continuously satisfying customers growing needs and
expectations with innovative and customized cutting edge
solutions
Creating an engaged and empowered workforce committed to
delivering high performance

MARKETING STRATEGIES

Advertisement strategies

Advertisement strategies
Tata Docomo was the 1st telecom company to launch a social media

campaign. Tata Docomo is one of the most influential companies on

social media today. ItsFacebook community currently has almost 20
million members and counting
Today, this company uses almost every major social media platform
out there.Although theirDo the New tagline has been successful
in attracting new customers, what separates Tata Docomo from
other telecom brands is their focus on quality rather than quantity
By roping in ranbir kapoor to perform the advertisement it wanted

to capture the youth as he is one of the youth icon at present

Present of south indian star like vijay also the company wanted to
attract the south-indian telecom market with regional stars.

Layout of the strategy

Layout of the strategy

Engagement
Tata Docomo creates social media content for any occasion or festival that people are interested in. Be it Diwali, a cricket
match or a F1 race, they ensure that customers are kept excited and involved with regular updates.

Theircall to action marketing planis working successfully. For instance, one of their recent Facebook statuses asked
When you dont have a TV to watch your favorite match, does your operator provide this service on phone? With clever
questions such as this and other interesting updates, the brand displays that they know how to keep their customers
interested.
Addressing Problems & Queries
Every query is a business opportunity and every problem is a chance to showcase your customer support. Tata Docomo
certainly understands this and ensures that any questions or issues are matters of priority, even on social networks.
It is never easy toaddress problems on such a huge network, but the companys top management is invested in ensuring
optimal service .Whether a connection problem, billing issue or an activation grievance, the brandsTwitter account helps
customers solve any complaint.
Crowd Sourcing
With the launch of innovative user-friendly products and unique marketing ideas, Tata Docomo always has something new
to offer. Their product development team is quite efficient and creative, which is also a contributing factor to the brands
success on social media.
Online platforms work best when a brand stands out from its contemporaries. People like to be a part of community that
is cool and compelling. Tata Docomo offers interesting social platform deals for its followers.
Brand Loyalty
In the current telecom scenario of number portability, customers can always switch to a new service provider if they are
unhappy with services. Here, social networking helps Tata Docomo show customers that they care.
With an estimated secondary reach of 6 million followers, this company celebratesfan recognition. They regularly upload
greeting and Thank You messages, plus they also reward brand loyalty by awarding individuals the honor of being a Fan
of the Week on Twitter and Facebook. This is certainly a small price for the support of thousands.
Communication
Take our words for it; Tata Docomo is not just any other company on social media. They have a dedicated team that keep
a track of your name, occupation and anycommunicationthat youve had with the brand.
The database is certainly huge but with one click they know all about their customers. How does it help? Well, it allows for
a more personal touch when addressing issues. Knowing details about customers might not matter in the financial books,
but knowing that the brand is taking the time to create that personal, human-to-human connection will make customers
feel valued.

Final outcome of e-marketing

Market share of tata docomo

conclusion
It was one of the first companies that navigated the

uncharted waters ofsocial media. Indian companies were

not too keen to invest in social media marketing at first, but
Tata Docomo planned and implemented a strategy that has
certainly benefited them
In 5 years it has able to capture 11% share in indian market
though being a late entrance.
With innovative advertisement and with 1paisa/second
scheme it jus shook the telecom industry and made big
player like airtel panic and they later brought out the per
sec scheme
Signal penetration in rural market is weak and is abig concern if

its want to capture the rural market