Tata Indicom Brand Management
Tata Indicom Brand Management
Tata Indicom Brand Management
Tata Teleservices Limited (TTSL) is an Indian broadband and telecommunications service provider based in Mumbai. It a subsidiary of the Tata Group, which operates under the brand name Tata Docomo in various Telecom circles of India. The company is also the market leader in the fixed wireless telephony market. The company's network has been rated as the 'Least Congested' in India for five consecutive quarters by the Telecom Regulatory Authority of India through independent surveys. They entered the 'prepaid' segment by launching, under the Tata Indicom brand, its '100 % Sachai True Paid' offered across all its circles. Tata Indicom also offered a collection of 1,000 mobile games, the latest handsets, and new voice and data services such as BREW games, picture messaging, polyphonic ring tones, and interactive applications.
SWOT Analysis Strengths Flexible Plans Good Advertising Celebrity Brand Ambassadors Threats Competitors prices offering low Weakness Price competitions Untapped Rural Market
Opportunity Latest and low cost technology Value Added Services Fast expanding cellular Market
They want that their customers will be able to experience the advantages of being on Tata Indicoms network, the change in its brand positioning by unveiling a full -fledged new brand campaign with an aggressive tagline Switch to Tata Indicom And Experience the Difference. And in late 2008 till now they change themselves from Experience the Difference to Suno Dil Ki Awaaz which is focused on Emerging India and empowering people to listen to their hearts and follow it. This change spins around the emotional quotient is perfectly crafted to ensure that people believe in the brand Tata Indicom. The new positioning clearly brings out the message that on the service aspect it gives you more clear reception and sound quality while the emotional benefit is that it encourages you to listen to your inner voice.
A full-fledged new brand campaign with an aggressive tagline Switch to Tata Indicom And Experience the Difference gave it a successful opening towards the market share. And in late 2008 till now they change themselves from Experience the Difference to Suno Dil Ki Awaaz which is focused on Emerging India and empowering people to listen to their hearts and follow it. This change spins around the emotional quotient is perfectly crafted to ensure that people believe in the brand Tata Indicom.
Rebranding On 20 October 2011, Tata DoCoMo brought its brands - CDMA, GSM, Walky (Fixed Wireless Phone), Photon, INTERNET - under the Tata Docomo name. All subscribers to these services were migrated to the Docomo brand on 20 October 2011. The companys other brands - Virgin Mobile and T24 - are not part of the rebranding and will retain their names.