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 VisionThe 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 beyond India..."

Core values

Tata International‘s 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 will be 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: We will 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.

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

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

Build consumer engagementAddress and resolve complaintsCrowd sourcingBuild brand advocacyMicro communication

The Tata DOCOMO social media strategy has been carefully built on five pillars

Swot analysis

STRENGH

oFirst to introduce seconds’ tariffplan (Seconds pulse).oBrand image of Tata services.o Large variety of plans.o Plans are affordable by any common persons

WEAKNESSSignal strength. Post paid connections are notavailable as of now.Customer service.Concentrating only on rural area.

OpportunitiesHave 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

THREATSIf the signal strength is not increased it may

lead to change inthe 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 Group’s 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 strategiesTata 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. Its Facebook community currently has almost 20 million members and counting

Today, this company uses almost every major social media platform out there.  Although their ‘Do 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.

 Their call to action marketing plan is working successfully. For instance, one of their recent Facebook statuses asked “When you don’t 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 to address problems on such a huge network, but the company’s top management is invested in ensuring

optimal service .Whether a connection problem, billing issue or an activation grievance, the brand’s Twitter 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 brand’s 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 celebrates fan 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 any communication that you’ve 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.

Tata Docomo is perhaps the best example of success through social networking in the Indian scenario.

Final outcome of e-marketing

Market share of tata docomo

conclusion It was one of the first companies that navigated the

uncharted waters of social 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 it’s want to capture the rural market