Swot Analysis of Docomo Essay Example

customers, and offer several value-added services to meet the needs of their customers. Some of the services available include Tata Docomo Buddy net, GPRS, Caller tunes, Missed call intimation, and more. Tata Docomo strives to make their services affordable and accessible to everyone, ensuring that even the common man can avail of their products.

The benchmark prices of Tata Docomo's products and services would make them accessible to a wider range of people, including those who were previously unable to afford them. The company emphasizes simplicity in the services it offers and utilizes effective advertising, as seen in its campaign slogan "Do The New Silver."

The overall goal of Tata Docomo's communication strategy is to successfully launch the brand in the competitive Indian telecom market, where it is the 10th entrant amidst strong established brands. To achieve this, the company implements an innovative media strategy that aims to differentiate and distinguish the brand, aiming for a unique place in consumers' minds. This is particularly important given the similar services offered by competitors and their ability to quickly replicate offers.

The media developed an unconventional approach that was not typical of the telecom industry. Each aspect was customized to showcase the brand's personality. The Media adopted the mantra of 'Do The New'. They made daring choices that defied the traditional norms of media usage and content. This strategy was elevated to the next level by involving consumers in the brand to also 'Do The New'. This was achieved through animations or jingle play. These interactive experiences were then extensively promoted across various media platforms to spread the Tata Docomo message. The Media's innovative creativity shattered conventions, particularly

in circle launches where radio took center stage instead of the usual print or TV advertisements.

All channels unified under the name Station Docomo on the day of launch, with all radio jockeys sharing the message of Do the New. The digital platform not only provided new content and formats, but also allowed consumers to personalize the Brand message by modifying the logo or brand tune. On television, the concept of 'Do the New' became a regular part of format shows and major events. The integration of 'Do the New' into cricket broadcasts led to interactive contests. Instead of large advertisements in print, Tata Docomo focused on integrating content into the medium. In out-of-home advertising, there was a departure from traditional formats in terms of location and design.

Consumers across various channels and platforms were exposed to the message of 'Do The New'. Station Docomo altered their regular radio broadcasts and telecast schedules in 8 launch markets and top 13 stations to highlight this message. In addition, 48 TV channels embraced the concept of 'Do The New' through new format shows, special rounds, and innovative use of cricket content. Moreover, these TV channels also featured special animations on music channels and a consumer-created jingle for Tata Docomo on Star TV to communicate the Consumers version of Do The New. The impact of the Do The New campaign was felt throughout various consumer media moments, always surprising and different from the norm.

The text highlights the various ways in which Tata Docomo engaged with consumers to promote their brand message, "Do the New." They utilized different mediums such as floral hoardings for Onam and innovative signage on buses. The

digital layer of their campaign involved the creation of a website called "Create," where consumers could make their own versions of the brand visuals or tune. Additionally, fans were encouraged to spread and share the brand message through consumer-generated content on social networking sites like Facebook and Orkut. The effectiveness of this campaign was evident through the record-breaking addition of 22 million subscribers in a short period of time. Tata Docomo also established a strong online presence with their "Do The New" Community, which already boasts one million enrolled fans. Notably, they were the first to utilize social media tools for their campaign.

Tata DOCOMO created an extensive strategy to utilize Social Media in order to build its brand and connect with consumers. The main goal of the strategy was to make the telecom brand more personable and approachable. The approach was straightforward but clever: engage with consumers as a friend rather than a corporate entity. The aim was to have open and personalized conversations about the brand, its products, any shortcomings, and the telecommunications industry in general.

The goal was to create a loyal group of beta customers who would passionately promote the brand within their small communities. To achieve this, Interface established a dedicated Social Media team. They created and optimized accounts on platforms such as Twitter, Facebook, Orkut, and YouTube even before the brand was officially launched. The website also encouraged visitors to sign up for Tata DOCOMO communities well in advance. The Social Media team then implemented distinct strategies for each platform.

Twitter has a more sophisticated and technology-focused audience compared to other social media platforms. Tata DOCOMO recognized the significance of these influential

individuals and ensured they received the value they deserved by following the brand. All products, promotions, and campaigns were initially announced to our Twitter followers before being shared on any other form of media. Our Twitter followers often received sneak peeks and exclusive previews long before the product was ready to be launched. Currently, Tata DOCOMO has over 7500 followers, and we have personal knowledge of most of their identities.

We have successfully resolved their telecom issues, forwarded their messages to the appropriate individuals within the company, and achieved resolutions. Additionally, we have reached out to individuals who have been absent for a lengthy period of time to check in. It is evident that Facebook possesses a significant and influential community, which we recognized as an important factor in brand advocacy from the beginning. Tata DOCOMO took the initiative to foster discussions among its Facebook fans. Similar to Twitter, we have maintained direct communication with all of our fans, assisting in problem-solving, offering information, and escalating concerns.

The community has been actively involved through a range of status updates that include discussions on TV commercials, jingles, product service launches, and fun and games. Orkut, with its large user base, has been recognized as a crucial tool for managing public sentiment towards the brand. The forum serves as a means for community feedback and also allows for free discussions on specific topics related to products, services, or the brand itself. In addition, contests have frequently been hosted on the platform to keep community members engaged. Youtube serves as the main hub for all brand commercials and videos.

Tata DOCOMO has taken a different approach by not only uploading

brand created videos, but also featuring animation videos created by users on the create.tatadocomo.com platform. This reflects their strategy of being present on various social media platforms, including lesser-known Indian portals. They are committed to reaching potential consumers, even if the reach of the portals is limited.

The Tata DOCOMO strategy for third party blogs and forums was proactive and reactive. They regularly scanned hundreds and thousands of blogs and forums to monitor any mentions of Tata DOCOMO. Whenever a user posted a question, comment, or complaint, the Social Media team made it their priority to respond and resolve any issues mentioned. Unlike other brands in India, Tata DOCOMO created official accounts on numerous blogs and forums and always responded using their official identity. This approach has helped increase the visibility of the Tata DOCOMO brand.

Milestone Brandcom is creating significant visibility for Tata DOCOMO by utilizing a Live and Audio Backed Billboard for their consumer promotion titled "Jeet Ki Ghanti Kabhi Bhi Baj Sakti Hai." This groundbreaking approach in Out of Home advertising and communication, once again sets a new standard, as Milestone Brandcom showcases the communication on the billboard with audio and an actual celebratory moment taking place at the site, capturing the essence of Tata DOCOMO's latest consumer promotion offer - "Jeet ki Ghanti Kabhi Bhi Baj Sakti Hai."

This unique contest allows customers to participate without any requirement to purchase or have a connection to Tata DOCOMO GSM or CDMA. It aims to reward loyal customers for their continued trust in the brand. The campaign's objective is to effectively convey the message of Tata DOCOMO's Jeet Ki Ghanti Kabhi Bhi Baj Sakti Hai contest

by standing out from the usual outdoor advertising clutter.

The objective was to implement a unique and powerful concept that conveys the message that Tata DOCMO customers have the opportunity to win a Bike every hour and a car every day through this contest! Background of the Campaign: By pushing the boundaries of conventional marketing, Milestone Brandcom played audio ads on billboards located in high-traffic areas and intersections every 5 minutes. The audio started with a bell sound representing victory, followed by the announcement of the offer, targeting both people and vehicles in the surrounding area.

The objective was to enhance people's interaction with the billboard and achieve strong brand recall for the offer. Milestone Brandcom also incorporated the band baaja theme and featured a live music band beneath certain ground level billboards at important city intersections. The band played the Jeet ki Ghanti tune, accompanied by a prominent Chevrolet bike as the grand prize, which garnered significant attention and made a lasting impact.

The live billboard was a real icebreaker as it caught the attention of thousands of pedestrians and passing cars. Many people even missed the lights a few times because they were so captivated by it. This innovative marketing tactic allowed for significant brand exposure and interaction with the target audience. The goal was to create maximum buzz around the promotional offer. These "live hoardings" could be found in Gujarat, MP, Chhattisgarh, Punjab, Maharashtra, and other places. Milestone Brandcom pioneered this milestone by creating the first-ever "talking billboard" in Madhya Pradesh.

The text emphasizes the use of live band performances at music band parties to captivate audiences in various cities and states across India. Additionally, it

highlights how this tactic created a significant roadblock at Junna Bazar Chowk in Pune, where all the hoardings on the junction spanning 9300 square feet were utilized for display. This extensive communication effort was necessary to effectively convey the magnitude of the offer, as standard text and image shots would not have sufficed. Ultimately, the goal was to break through traditional out-of-home communication barriers and amplify the brand's offering.

Incorporating the television campaign's communication theme, the team cleverly utilized the energy and festiveness of a 'Band Baaja Party', a commonly used tradition for happy occasions and celebrations throughout India. This brought the promotional offer to life on the streets, taking our communication strategy to the next level and creating a real-life outdoor celebration," stated Mr. Nabendu Bhattacharyya, Founder and Managing Director at Milestone Brandcom. Our dedication to innovation has consistently kept us ahead, both in our services and advertising and marketing campaigns. As the industry evolves, it is crucial to stand out and ensure strong brand recall. Each marketing campaign adopts a creative and innovative approach, fostering greater brand recall and customer loyalty. The use of such innovative branding showcases our commitment to delivering maximum benefits to all our customers.

The goal was to allow OOH space to expand the possibilities of pure branding and make it more interactive and engaging. Team Milestone successfully executed a campaign that achieved its goal of engaging customers and increasing visibility for the 'Jeet Ki Ghanti' campaign nationwide," stated Mr. Ritesh Ghosal, Head of Brand Marketing for Mobility at Tata Teleservices Limited. In addition to billboards, other outdoor mediums, such as pole kiosks, were utilized effectively by displaying larger-than-life cutouts of

the band crew below each kiosk.

Results Till now, this branding and unique voice over branding has received incredible feedback from our customers in this segment. In just 24 days of the contest, Tata DOCOMO has reached over 10 million participation and continues to grow. Customers nationwide have won over 56 lakh worth of talk-time, 212 Bikes, and 25 Cars. This contest is the first of its kind where customers are rewarded on an hourly basis across India.
Source: http://www.indiaprwire.com/pressrelease/telecommunications/20120111108771.htm
Tata DOCOMO is soaring in Punjab with sky advertising.

On Nov 24, 2009, in New Delhi, Tata DOCOMO, the GSM brand of Tata Teleservices, announced a new offering for roaming services. This offering allows Tata DOCOMO subscribers to make incoming and outgoing local and STD calls while on roaming for one paisa per second. This move is in response to the competitive nature of the Indian mobile services space.

Tata DOCOMO has launched a new campaign in Punjab (Chandigarh, Mohali, Panchkula) to stand out from other brands. They have creatively used a unique medium - an aircraft with a large billboard measuring 19 ft in height and 95 ft in length. The billboard displays the message "One paisa per second pure bharat main" in bright colors. The aircraft flew across the Tri-city, covering all prime locations and sectors, attracting the attention of the crowd.

The aerial letters attached were 7 ft in height and approximately 110 ft long, making the total length of the billboard 210 ft long. Speaking to allaboutoutdoor, S. S. Dhillon, Managing Director of Sky Ads, stated, "This was a successful multi-city campaign that greatly increased the client's brand visibility." Mr. Aditya Gupta,

Chief Operating Officer of Tata DOCOMO in Punjab, Haryana, and Himachal, added, "Tata DOCOMO introduced the innovative Pay Per second concept."

The goal was to create a strong impression and draw customers to both appreciate the product and understand Tata DOCOMO's brand values. Our unique selling point is providing high performance at a lower cost, not just with 1 paisa per second on tariffs, but also across our range of products and services. Dhillon discussed the effectiveness of aerial billboards, stating that they have a higher retention rate compared to traditional media and can leave a lasting impression on viewers.

Aerial banners have a lasting impact on viewers and are hard to forget. Unlike TV channels, people can't ignore or switch off an aerial ad. The colorful words in an aerial message bring satisfaction to people. Almost everyone looks up at the sky when they see a Sky Ads plane advertising in the air, resulting in a nearly 100% "seen" rate. (Source: http://allaboutoutdoor. com/News/kNews_Details. aspx? Id=533) The Tata DOCOMO social media strategy is based on five pillars.

At Tata DOCOMO, we have consistently implemented consumer engagement programs with a strong focus on social media. These programs have allowed us to develop ongoing connections with a significant number of our fans. Whether it's dietsms, a campaign exclusively launched through social media, or ageekthing, which utilized platforms like Orkut, gadgets, Facebook applications, and automated Twitter tools, or even happy DOYear, a game accessible through Facebook, Twitter, and Orkut, we have successfully extended our brand's reach beyond day-to-day interactions with our customers.

Addressing and resolving complaints has always been a priority for Tata DOCOMO, including through social media. Even before the launch

of social media engagements, the company established a dedicated customer response mechanism to swiftly handle and resolve any grievances or inquiries raised through these platforms. The top management at Tata DOCOMO has made efforts to ensure that issues raised via social media channels are effectively resolved. Whether it is problems with activation, network connectivity, handset settings, or billing related matters, all concerns are promptly addressed and resolved.

It is not surprising that the Tata DOCOMO Twitter account was initially called the "unofficial helpline". Early on in the brand's social journey, Tata DOCOMO realized that it had many supporters who had various ideas for new product-service offerings that could set the company apart. The social team has consistently interacted with these beta consumers to gather feedback on their usage and preferences, discuss product ideas, and test concepts to aid in the development of appealing product service offerings.

The icing on the cake was involving our techy Twitter followers to hack into a social game launched by Tata DOCOMO for the ageekthing contest and suggest ways to prevent others from doing so. Gprs packs and parts of the buddyNet program are recent product service launches that have relied on crowd sourcing inputs. Tata DOCOMO has been able to build extremely loyal fans on social media through continuous engagement and proactive problem resolution. Recognizing these efforts through features like fan of the week on Facebook and Twitter has further strengthened the cause. Micro communication is also key in these efforts.

Having close to 100,000 direct followers and reaching over 6 million through secondary channels, Tata DOCOMO's communication reaches a significant audience. The social team at Tata DOCOMO takes note of the

names, occupations, and previous interactions with thousands of fans, allowing them to engage with each individual on a personal level. This personalized approach has a high impact on our messaging. As a result, Tata DOCOMO has successfully built a strong and loyal youth fanbase through its social media strategy, firmly establishing itself as an innovator brand and embodying the essence of "do the New."

The values of honesty, transparency, and sincerity are well-established in the minds of consumers for Tata DOCOMO. Their social presence is not seen as a marketing gimmick but rather as a genuine effort to connect and engage with every fan and follower. They have the authority to solve their problems. A comment on Twitter summarizes the success of Tata DOCOMO's social media: "In the world of telecom, if airtel is Microsoft, Tata DOCOMO is google. DoDo do Do Do...".
Third-party reviews can be found at the following links:
* http://microreviews.org/social-media-presence-indian-telecom-majors-1-facebook/
* http://microreviews.org/social-media-presence-of-indian-telecom-majors-part-2-twitter/
* http://microreviews.org/social-media-presence-of-indian-telecom-majors-part-3-website-ad-blog/
* http://www.prasanthp.com/2009/12/docomo-and-social-media-marketing/
* http://2020social.com/social-media-in-india-tata-review/

Tata DOCOMO has a significant Klout on Twitter, even when compared to global heavyweights. Currently, Tata DOCOMO's Twitter Klout is equal to AT;T, which is impressive considering the short period it took to achieve this level, as displayed in the graph below.

The social mention parameters such as strength and passion surpass the competition by a significant margin. A grade of 99.8 indicates that the Tata DOCOMO Twitter Account ranks higher than 99.6% of all Twitter Accounts. Similarly, a grade of 87 indicates that the Tata Docomo Facebook Account ranks higher than 87% of all Facebook Accounts. We have formed partnerships and here is what our clients say: Interface Business Solutions has greatly contributed to our business success, not only

in the internet domain but also in gaining a better understanding of our consumers and providing valuable insights for developing improved strategies.

Dinesh Sharma Head Sales ; Marketing Samsung CDMA Latest Projects Tata Teleservices Follow Us Source: http://www. interface. co. in/tata-docomo-social-media-case-study. aspx Weaknesses Signal Strength     One major weakness of this organization would be the lack of adequate infrastructure to service the subscribers that it may initially achieve owing to the low prices. The key issue would be network coverage, where the customers would prefer that a call go through, or not be disconnected, than save Rs. 0. -Re. 1 on a call. At the same time, since operators have so far been focused on the “land-grab”... Source : http://www. oppapers. com/essays/Swot-Of-Docomo/291670 Inefficient Customer Care, Service centre issues challenges: The challenges for GSM services | More than challenges, there are significant opportunities that lie ahead. 3G is a big opportunity for brands to grow their market base (more importantly, corner the discerning customers who are likely to explore ‘a lot more’ that a mobile phone can do).

It will also create opportunities for value-added services (VAS) and their potential benefits to customers with their phones. Number portability will be a challenging time for all industry participants. Once users have the option to switch operators, they will likely choose brands they are loyal to, presenting a significant opportunity for Tata DOCOMO. Another opportunity lies in VAS adoption. The first step is to identify value-added services that are relevant to customers' lives.

SWOT Analysis:

Strengths:

1. Flexible plans

2. Good advertising

3. High brand visibility

4. Youth appeal, support from NTT Docomo (Japan), VAS

5. Ability to attract customers

with various plans

Weaknesses:

1. Price competition from BSNL and MTNL

2. Service center issues

3. Untapped Rural Market

4. Higher price compared to BSNL and MTNL

5. Similar and monotonous plan schemes

Opportunities:

1. Fast expanding cellular market

2. Latest and low cost technology

3. Untapped rural market

4. Value added services

Threats:

1. Competitors offering lower prices

2. Saturation point in basic telephony service

3. Mobile Number Portability