Internal Branding vs External Branding - Tata Teleservices Ltd.

4563 Words Feb 17th, 2011 19 Pages
Symbiosis Institute of Operations Management

Marketing Management Project Report

INTERNAL BRANDING vs EXTERNAL BRANDING STRATEGIES OF TATA TELESERVICES LTD.

Submitted by Debasmita Acharya (001) Bhupesh Dua (026) Yadwinder Singh (081) Sandeep Soman (103) Mankaran Singh (123)

Branding Strategies at Tata Teleservices Ltd.

Contents
INTRODUCTION .................................................................................................................... 3

OBJECTIVE ............................................................................................................................ 3

BACKGROUND
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It launched mobile operations in January 2005 under the brand name Tata Indicom and today enjoys a pan-India presence through existing operations in all of India 's 22 telecom Circles. 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 six consecutive quarters by the Telecom Regulatory Authority of India through independent surveys. Tata Teleservices Limited has also become the first Indian private telecom operator to launch 3G services in India under the brand name Tata DOCOMO, with its recent launch in all the nine telecom Circles where it bagged the 3G license. In association with its partner NTT DOCOMO, the Company finds itself favourably positioned to leverage this first-mover advantage. With 3G, Tata DOCOMO stands to redefine the very face of telecoms in India.
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Branding Strategies at Tata Teleservices Ltd.

Tokyo-based NTT DOCOMO is one of the world 's leading mobile operators—in Japan, the company is the clear market leader, used by nearly 55 per cent of the country 's mobile phone users. Tata Teleservices Limited also has a significant presence in the GSM space, through its joint venture with NTT DOCOMO of Japan, and offers differentiated products and services under the Tata DOCOMO brand name. Tata DOCOMO arises out of the Tata Group 's strategic alliance with Japanese telecom major NTT DOCOMO in November 2008. Tata DOCOMO has

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