Marketing Project : Tata Photon

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  • Topic: Tata Teleservices, Broadband, Tata Group
  • Pages : 18 (3925 words )
  • Download(s) : 349
  • Published : April 27, 2012
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Table of Contents
INTRODUCTION3
BRAND AND PRODUCT BACKGROUND:4
TATA PHOTON:4
Features of Tata Photon+4
Services of Tata Photon5
SITUATION ANALYSIS:6
TOP COMPETITORS7
MARKETING OBJECTIVES:8
MARKETING ANALYSIS & STRATEGY:8
EQUITY INDEX/PRICE ANALYSIS:10
INSIGHTS FROM MEDIA:12
TVC I (Get Speed Get Time)13
TVC II14
MEDIA ANALYSIS AND RECOMMENDATIONS:16
PACKAGING:17
Who am I (Brand)?17
What am I (Product)?17
Why am I?18
IMPLEMENTATION – BUDGET & PROJECTIONS:20
TATA PHOTON NEW APPLICATIONS:23
BIBLIOGRAPHY:24

INTRODUCTION

Tata Teleservice is part of the Tata Group and is the owner of the product TATA PHOTON. Tata Teleservices spearheads the Group’s presence in the telecom sector. Incorporated in 1996, Tata Teleservices was the first to launch CDMA mobile services in India with the Andhra Pradesh circle.

The company acquired Hughes Telecom (India) Limited now renamed as Tata Teleservices Maharashtra) Limited in December 2002. With a total Investment of Rs 19,924 Crore, Tata Teleservices has created a Pan India presence spread across 20 circles that includes Andhra Pradesh, Chennai, Gujarat, J & K, Karnataka, Delhi, Maharashtra, Mumbai, North East, Tamil Nadu, Orissa, Bihar, Rajasthan, Punjab, Haryana, Himachal Pradesh, Uttar Pradesh (E), Uttar Pradesh (W),Kerala, Kolkata, Madhya Pradesh and West Bengal.

Tata Teleservices’ bouquet of telephony services includes Mobile services, Wireless Desktop Phones, Public Booth Telephony and Wire line services.

Other services include value added services like voice portal, roaming, postpaid Internet services, 3-way conferencing, group calling, Wi-Fi Internet, USB Modem, data cards, calling card services and enterprise services. Some of the other products launched by the company include prepaid wireless desktop phones, public phone booths, new mobile handsets and new voice & data services such as BREW games, Voice Portal, picture messaging etc KEY POINTERS:

Vision: Trusted service to 100million happy customers by end of 2011.

Mission: To empower every Indian to connect with the world affordably.

Values: Fairness through meritocracy, Trust based on Accountability, Tenacity for results, Pioneering spirits, Excellence in execution, Leadership with Humility

BRAND AND PRODUCT BACKGROUND:

TATA PHOTON:

Tata Indicom has introduced its High-Speed Internet Access called Tata Photon plus, which is a new Broadband wireless service for the business users and technology enthusiasts in our country.

Basically, Tata Photon is an improved name of Evolution Data Optimized (EVDO). At present this service is available in the limited cities and in addition to this it is reliant on the service signals of Proton+ whether or not are accessible in your region.

Tata Photon is Tata Indicom’s Wireless Broadband facility, which offers great Internet wireless connectivity solutions.

Features of Tata Photon+

✓ It is very convenient to handle
✓ Quick installation and activation is possible
✓ It supports Win Vista, Win XP and Win 2000
✓ It is compatible with Laptop and Desktop PC
✓ It is to the most 20-times, faster than the prevailing wireless technology ✓ It offers a downlink speed of 3.1 MBPS, depending upon the day time and network strength. Also it offers an average-speed of 300 to 700 KBPS.

This Tata Photon service can be easily available though Wireless Router and USB Modem. This service is not at all expensive, since it provides you with wireless freedom. The basic plan of Tata Photon commences with 0.5 GB download limit at Rs. 500 per month. One has the opportunity to access the services of Tata Photon by making use of USB modems which will at first cost you around Rs.3500 (all charges include@ first place).

USB modem is the most appropriate choice for the Laptop or Home PC users. All you are required to do is to plug in the USB Modem into the Laptop and now you can...
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