Lovely Professional University

Phagwara, Punjab

Assignment

Of

Advertising
(MGT-962)

Topic: TATA DOCOMO

Submitted To, Submitted By,

Mr. Rohit Vij

Diwakar Acharya
Sec- EB6801A10
Reg. no. 10801631
Company Overview:
TATA DoCoMo, usually referred to as DoCoMo, is a Tata Teleservices Limited's (TTSL)
cellular service provider on the GSM platform-arising out of the Tata Group's strategic joint
venture with Japanese telecom giant NTT Docomo in November 2008. Tata Teleservices
received a pan-India license to operate GSM telecom services, under the brand "TATA
DoCoMo". Tata Docomo launched GSM services on 24 June 2009. It first launched in South
India and currently operates in 18 of 23 telecom circles. Tata Teleservices is the country's fourth
largest operator in terms of wireless subscribers (including both CDMA and GSM), after Bharti
Airtel, Reliance Communications and Vodafone. Tata DOCOMO offers both prepaid and
postpaid GSM cellular phone in 18 circles. It has become very popular with its one second pulse
especially in semi-urban and rural areas. They are launching their service from the south of India
to central, east and north. Tata DOCOMO had about 32.82 million users at the end of June 2010.

Opening Strategy:
TATA DOCOMO marks a significant milestone in Indian telecom landspace. First mobile
service provider to have second pulse tariff. World’s leading Japan based telecom company.
Over the years technologies of DOCOMO has defined industry bench marks like 3G technology.
It is the global leader in value added services. TATA telecom Incorporated in 1996. Tata
Teleservices is the pioneer of the CDMA 1x technology platform in India.

The Communication Goal:

Launch Tata Docomo, the 10th entrant in the crowded Indian telecom market ruled by Strong
Established Brands.

Innovative Media Strategy:

The challenge was to Differentiate and Distinguish the brand and own a distinct consumer mind
space; an imperative given the relative service parity and quick replication of offers by
competition. The media evolved an approach which was completely‘Un-Telecom’ like, each
element tailored to bring alive the brand personality.

‘Do The New’ became the Media mantra.Choices challenged the norms of media usage and
content.

The strategy was then taken to the next level. Consumers were co-opted into the brand to ‘Do the
New’themselves either through animation or jingle play. These were then further amplified
across media for spreading the Tata Docomo message.
Engaging Creativity:

Media Choices broke paradigms to bring the message to life.

Radio, a hero of circle launches instead of usual print or TV. All channels came together as
Station. Docomo on launch morning with all RJs together sharing the Do the New message.

Digital was a driver medium, not only for new content or formats but also for allowing
consumers to create their own rendition of the Brand message by tweaking the logo or the brand
tune. On TV, ‘Do the New’ rounds were a part of format shows and marquee events. ‘Do the
New’ twists on Cricket resulted in Simul-Contests in live Cricket.

No large format ads in print, Tata Docomo led with Content intrusions.OOH formats went
beyond the regular in location as well as styling.

Encompassing the Audience:

Consumers were touched across contacts, all highlighting the ‘Do The New’. Radio RJs shuffled
their regular jock talk and telecast timings on Station Docomo to exemplify the message across 8
launch markets and top 13 stations. Not only did 48 TV channels Do the New with New Format
shows, Special rounds and innovative Cricket usage, But also telecast the Consumers version of
Do the New with special animations on Music Channels and a Consumer created jingle for Tata
Docomo on Star TV. Do The New magic continued across consumer media moments, always
unexpected and away from the usual. Be it a floral hoarding to greet Onam or innovative signage
on buses. The final layer was digital with the ‘Create’ site for consumers to do their own versions
of the brand visuals or tune. Fans built up across networking sites like Facebook, Orkut and
many others involving consumers in spreading and sharing the Tata Docomo ‘Do the New’
message through consumer generated content.

Advertising strategy:
Docomo, the Japanese telecom major, has entered the Indian market in partnership with Tata and
a revolutionary pricing – the second pulse rate. That is not the only revolutionary thing they are
doing in marketing – their promotion strategy ranges from traditional to new media with the ads
tweaked accordingly, but keeping the theme uniform – catchy music, docomo word formation
and conveying the brand as well as the 1sec pulse rate message clearly.

The TV and the Radio ads are designed slightly differently. The TV ads are visual treat with the
“do”, “co”, “mo” forming and arranging itself to form “docomo”, the music stays in the
background. In the radio ads, they have used music to create the same effect of using the blocks
of ‘do”, “co”, “mo” to arrange itself into “docomo”. The creativity in the ad is subtle and
enjoyable. They have used concepts like seesaw, over water, cat and balancing act etc. for the
“docomo” formations

So what exactly was the recipe for success?

Doing the new

Maybe a little of a lot of things, but one is sure communication played a pretty important role in
the equation. From the word go, the communication has very systematically established the
name, the signature tune (a quirky tune that doesn't want to stop buzzing in my brain) and a
series of well-thought-out and executed advertising messages. The pay per day scheme was
something novel, especially in a market where a monthly billing cycle seems par for the course.
The targeting of the youth was obviously great strategy, and the communication has only been
growing from strength to strength. OK, the “friendship express” is certainly not a favourite,
though it squarely established the signature tune but the TVCs created by Draftfcb + Ulka that
launched the pay per day scheme are winners. My favourite is the one where two young boys
wait impatiently with their remote-controlled cars for a third friend to join them in a parking lot.
When he does arrive, he doesn't seem to have a car with him. When quizzed he seems to dial a
number and a real sports car revs up and screeches to a halt alongside the two toy cars. The
driver of the car, a rather attractive number, raises her eyebrows as the two friends stare in shock
and the third seems to dissolve in laughter.

Very young, very quirky, very well made and very well acted. I love the way the third boy
laughs. It never fails to make me smile. That's good communication for you.

Pricing Differentiation:

Tata Docomo appears to be banking heavily on its tariff plans – the company is offering a 1
second pulse instead of the usual 1 minute pulse that other telecom operators are offering. This
means that consumers are charged on a per second basis, instead of a per minute basis, and end
up saving money on unused seconds. A nifty little application “How much can you really save”
on Docomo’s website explains how this works. Rs. 0.01/second is a marked change from the Re
1/min and Rs. 0.49/min charges that usually apply.
Now while this plan might sound unique, it isn’t that it hasn’t been tried before: back in 2004,
Tata Indicom had launched 1 second pulse plans, which going by their current plans, appears to
have been shelved.

Services: I-mode, LBS, m-Commerce To Be Launched

At the launch of Tata Docomo, Toshinari Kunieda, SVP and MD, Global Business Division,
NTT DOCOMO had said (pdf) that DOCOMO shall bring to India i-mode, LBS and
mobile payment services.

At present, Tata Docomo has launched voice portals, 24-hour music, cricket commentary and
voice chat, apart from offering free Missed Call Alerts and VoiceMail. Interestingly, voice based
services are also being priced with a per-second-pulse: 24 hour music and voice chat are priced
at Rs. 0.02/second. Caller Tune (CRBT) search service ‘Genie’ is also being priced at Rs.
0.02/second. This is a marked change, again, from the per minute pricing, and can offer
consumers cheaper options.

The telecom brand has launched its jingle, with the aim of building familiarity with the brand

Tata Docomo, the youngest among telecom players in the country to offer GSM, is presently
banking on its services to garner visibility and a share in the telecom pie.

The launch of Tata Docomo also announced the intention of the brand to associate with the
thought 'do'. Tata Docomo, for the first time in the country, offered pay-per-second billing;
though other telecom providers have followed suit since.

The company has carried out a few adverts that highlight the brand's unique features and some
other topical advertising during Ganesh Chaturthi and Diwali.

The latest from the GSM provider is the 'Friendship Express' TVC. The ad opens inside a train,
where everyone is doing their own thing. A couple of the travellers don't like the solemn mood
and start humming the Docomo tune. Slowly and steadily, others pitch in and soon most of the
train is singing along. The ad ends with the super, 'Why walk when we can dance together'.
afaqs! spoke to K S Chakravarthy a.k.a. Chax, national creative director, Draft FCB Ulka to
understand why the three-month-old telecom company chose to build on a jingle.

Brand update strategy:

 Tata DOCOMO launches 3G in many circles

Tata DOCOMO, the GSM arm of Tata Teleservices Ltd, has launched its 3G services in Hubli,
Dharward and Belgaum. Tata DOCOMO's HSPA+ 3G Network supports high-speed Internet
access with speeds of up to 21.1 Mbps. According to Mr Deepak Gulati, Executive President,
Mobility Business Division, Tata Teleservices Ltd, “We plan to introduce more products and
services with the support from our partner, NTT.

 Tata DOCOMO rolls out T24 mobile service in Gujarat

Tata DOCOMO, the GSM brand of Tata Teleservices Limited (TTSL) today rolled out its new
'T24' mobile service in Gujarat, a brand launched in alliance with the retail chain giant Future
group."It is a unique marketing alliance between a retailer group and telecom operator that offers
customers free talk time on purchases or recharges made at any of the Future group outlets," Tata
DOCOMO COO.

 Tata Docomo recharge offer

Tata Docomo, the GSM brand of Tata Teleservices Limited has introduced an offer on recharge
voucher of Rs. 24 for all its pre-paid customers.Nagarapasad Velamuri, Chief Operating Officer
of Tata Docomo, Tamil Nadu circle, said that under this new offer, customers recharging with
Rs. 24 will be able to make all local and STD calls at 1 paise for two seconds.

 Tata DoCoMo launches juice-up pack

Madurai Tata DoCoMo, has introduced an offer for a recharge of Rs 24 for pre-paid
customers. Under this new offer, new and existing pre-paid customers will be able to make
local and STD calls at 1 paise/2seconds and the tariff is valid for 30 days across Tamil
Nadu, said Mr Nagaprasad Velamuri, Chief Operating Officer, Tata DoCoMo, Tamil Nadu
Circle, in a release to the press. — Our Correspondent©

 Tata Docomo introduces Blood Helpline Service on SMS

In a first of its kind initiative, Tata DOCOMO today announced that it has introduced a life-
saving blood helpline service on SMS exclusively for its customers to enable them to seek or
provide help in case of blood-related medical emergencies.Circle Head for Tata DOCOMO's
Operations in UP (West), Vivek Chandel, told media persons here that the service was
launched keeping in mind that blood donation.

Availability & good Services:

It has wide range of channels of distribution to sell TATA DOCOMO services promotion
Advertising: TATA DOCOMO following different style of advertising pattern in TV s and
newspapers. Due to that reason it was reaching public very fast.

Sales promotion: due to unique feature of TATA DOCOMO it helps the sales people to decrease
burden. The company provides good customer service. The company to interact to customer so
they provide some interesting plan to the customer. Like that role over plan, diets plan and
discovers.

Tata has to clarify whether this 1ps/sec will continue till its life cycle. Heavy competition from
all other network providers.

Telecom industry in India is dominated by major companies like Airtel, Vodafone in GSM
services. Competition is very intense due to low differentiation. India ended March this year with
391.76 million mobile lines and teledensity is around 36.98. Airtel enjoys 33.9% , Idea 11.6%
Vodafone 19.6 and Tata CDMA has 7.2% of market share respectively.

Effectiveness:
 Results that broke the norms as well.

 22 Million Subscribers added in record time.

 Number 1 in adding subscribers consistently over last 7 months.

 Tata Docomo ‘Do The New’ Community has already enrolled 1Mn fans online.

Recommendations:
 If Tata increase more towers more customers are satisfy.

 Increase 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.

 Concentrate on SMS tariff: No difference from the competitor, SMS tariff if it made
slight changes it will attract more customers.
 Avoid black marketing of SIM by dealers: due to doing black marketing the brand image
decreases.

 More customer service centers are requiring: More customer service centers are require
meeting the desires of customers.