Tata Docomo is a mobile service provider in India owned by Tata. It focuses on flexible plans that charge customers per second of use rather than per minute to save customers money. It has strengths in brand visibility and youth appeal but weaknesses in high prices compared to competitors and service center issues. It sees opportunities in the growing cellular market and untapped rural areas. Major competitors include Reliance, Idea, Vodafone and Airtel. Tata Docomo's vision is to make leading communication services affordable for individuals and businesses in India while generating value beyond Indian borders.

1. Logo
Parent Company Tata
Category Mobile service provider
Sector Telecommunication
Tagline/ Slogans Do the New; Because Life changes in seconds
USP Pioneer to introduce Per second pulse
STP
Segment Middle and upper middle class
Target Group Students; senior citizens
Positioning Pay only as per use by the Simplicity of plans
SWOT Analysis
Strength 1.Flexible plans
2.Good advertising
3.High brand visibility
4.Youth appeal, assistance/ JV from NTT Docomo
(Japan), VAS
5.Ability to attract customers with various plans
Weakness 1.Price competition from BSNL and MTNL
2.Service centre issues

2. 3.Untapped Rural Market
4.Price Higher than BSNL and MTNL
5.Simlar and monotonous plans schemes
Opportunity 1.Fast expanding cellular market
2.Latest and low cost technology
3.Untapped rural market
4.Value added services
Threats 1.Competitors low price offering
2. Saturation point in Basic telephony service
3.Mobile Number Portability
Competition
Competitors 1.Reliance
2.Idea
3.Vodafone
4.Airtel
5.Aircel
6.MTNL
7.BSNL
8.Uninor
9.Tata Indicom
10.Virgin

3. VISION
We will leverage our strength in executing complex global- scale projects to
make leading edge information and communication services affordable by all
individual consumers and business in india. We will offer unparalleled value to
create customer delight and enhance business productivity. We will also generate
value for our capabilities beyond indian borders while enabling millions of
India‘s knowledge workers to deliver their services globally
Opportunity
Have a great opportunity to expand its services
To introduce any new plans for internet users
Introduce 3g compatible service.
To introduce new combined plans like sms ,internet,calling integrated offers
TATA DOCOMO PRICING STRATEGY
Tata DoCoMo appears to bebanking heavily on its tariff plans – the company
offers a 1 secondpulse instead of the usual 1 minute pulse that other
telecomoperators were offering. This means that consumers are chargedon a per
second basis, instead of a per minute basis, and end upsaving money on unused
seconds. A nifty little application ―
Howmuch can you really save

4. ‖ on DoCoMo‘s website explains howthis works. Rs. 0.01/second is a marked
change from the Re 1/minandRs. 0.49/min charges that usually apply.Now while
this plan might sound unique, it isn‘t that it hasn‘t beentried before: back in
2004, Tata Indicom had launched 1 secondpulse plans, which going by their
current plans, appears to have beenshelved. At present, Tata DoCoMo has
launched voice portals, 24-hourmusic, cricket commentary and voice chat, apart
from offering free Missed Call Alerts and Voicemail. Interestingly, voice based
services are also being priced with aper-second-pulse: 24 hour music and voice
chat are priced at Rs.0.02/second. Caller Tune 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
Tata DoCoMo launched ‗Keep it Simple‘ campaign withRabirKapoor!
Cutting through the clutter that the Indian telecom landscapefinds itself in—
with customers forced to jostle
Complicated products, services and tariff plans—Tata DOCOMO is ‗Doing the
New‘ again, with the launch of its new brand campaign, aptly titled ‗Keep It
Simple‘. Tata DOCOMO‘s unique
Keep It Simple
Campaign is in a form of a stand-up comedy show with many episodes, which
will be aired during the course of this IPL season. It focuses largely on how Tata
DOCOMO simplifies the telecom experience, and hence the consumer‘s life, by
providing differentiated products and services. Each individual advertisement
starts by illustrating a complexity in the category, and presents the Tata
DOCOMO product and/or service as a means of simplifying things. This
campaign is simple, captures the various moods of Ranbir—depicting those of
Tata DOCOMO
Self Analysis

5. differentiate themselves on VAS platform. In the VAS space also we would replicate the pay
per second model, which is in line with our strategy to simplify.