Tata DOCOMO, the GSM brand of Tata Teleservices Limited, has announced the launch of “Postpay @ your doorstep”, an initiative where Tata DOCOMO would assist potential customers with their queries on new post pay connections. Through a simple process, a customer can readily get access to a postpay connection, at his doorstep with expert guidance from Tata DOCOMO.
To avail this service, customers just need to call the toll free number 1800 266 0000 where they would be guided by Tata DOCOMO representatives, who would help suggest the best value plan, customized to the needs of the customer based on their usage amount and usage pattern. Once the customer decides on a postpay plan, the call center executives sends a representative to collect the documents from customer’s location and deliver the SIM card whenever and wherever he desires.
Brand Image of Tata and Docomo
This is another important factor which proves as a major strong point for Tata Docomo. Tata DOCOMO 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. Both of these are Big brand names in their respective countries; viz. Tata in India and NTT Docomo in Japan. 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 in Japan with a 50 per cent market share.
Variety of plans on offer Tata Docomo focuses not only on the price but also makes sure that the variety of services offered is not compromised. There are a number of tariff plans for post pay customers as well as for prepay customers. Also, many Value added services ensures that customers are not deprived of the facilities they would be using. Among the services offered are Tata Docomo Buddy net, GPRS, Caller tunes, Missed call intimation and many more.
Affordability of services With its tariff plans, docomo ensures that all the products that it offers are available to the common man too. The benchmark prices of its products and services would mean that the services that were affordable only to a certain section of the society would now be available to the commonest of the common man. Simplicity in services offered.
Tata Docomo: Do The New Silver
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.
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...