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world.
To know the impact of promotional activities on the purchasing behavior of the buyer.
Primary Data:
Questionnaire
Secondary Data:
internet, books
Sample size:40
First to introduce seconds’ tariff
plan (Seconds pulse).
Brand image of Tata services.
common persons.
Type
Pulse rate 1 sec
Price pack Rs 49
Validity Life long
Free airtime on pack(Rs) Rs 5
Local Rates
Paise/sec
TATA DOCOMO 1
Tata CDMA 1
Other GSM 1
Landline/CDMA 1
STD Rates
TATA DOCOMO 2
Tata CDMA 2
Other GSM 2
Landline/CDMA 2
Signal strength.
Post paid connections are not
available as of now.
Customer service.
area.
Have 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.
If the signal strength is not
increased it may lead to change in
the 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
• 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.
What is marketing mix?
Promotion
TATA DOCOMO having good range of
Services: Tata Docomo provides both
postpaid and prepaid services.
TATA DOCOMO Quality network: Tata
DOCOMO having good quality network
which provide clarity in voice.
It having attractive tariff plan: TATA
DOCOMO having 1paisa /sec it is
applicable for both prepaid and postpaid.
It having good range of channels of
distribution: As Tata already exist in this
field of telecommunications as Tata
Indicom. It has wide range of channels of
distribution to sell TATA DOCOMO
services
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.
Awareness of TATA DOCOMO
Information about TATA
DOCOMO is through?
Attractiveness of customers
towards TATA DOCOMO
Opinion regarding tariff plan
offered by TATA DOCOMO
Connectivity of TATA DOCOMO
Opinion towards paisa/second
pulse
Ratings of TATA DOCOMO
Suggest others to take TATA
DOCOMO
Suggestions
Increase network coverage: Few of customers not
satisfy with net work coverage. 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
competitors SMS tariff if it made slight changes it will
attract more customers
Avoid black marketing of Sim’s 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.
Tata Docomo has good brand image.
It was the first company to introduce the
seconds pulse.
It has a good future if it improves the signal
levels.
It has good promotion in the market.
BOOKS:
Marketing management : Philip Kotler
Cooper
WEBSITES:
www.TATADOCOMO.com
www.mbaforum.com
www.marketingpractise.blogspot.com