Swot Analysis of Docomo

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SWOT Analysis Of Docomo

Strengths: Postpaid Connection@Doorstep
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
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Radio RJs shuffled their regular jock talk and telecast timings on Station Docomo to exemplify the message across 8 launch markets and top 13 stations.
Not only did 48 TV channels Do the New with New Format shows, Special rounds and innovative Cricket usage, But also telecast the Consumers version of Do the New with special animations on Music
Channels and a Consumer created jingle for Tata Docomo on Star TV.
Do The New magic continued across consumer media moments, always unexpected and away from the usual. Be it a floral hoarding to greet Onam or innovative signage on buses.
The final layer was digital with the ‘Create’ site for consumers to do their own versions of the brand visuals or tune. Fans built up across networking sites like Facebook, Orkut and many others involving consumers in spreading and sharing the Tata Docomo ‘Do the New’ message through consumer generated content.
Effectiveness:
Results that broke the norms as well!
22Mn Subscribers added in record time
#1 in adding subscribers consistently over last 7 months
Tata Docomo ‘Do The New’ Community has already enrolled 1Mn fans online

First one to use social media tool

The perfect reason for Tata DOCOMO to draw up an extensive strategy to harness the power of Social Media and build the brand with its consumers.
Laying the Social Media Strategy
At the very core of the Social Media strategy was the idea of

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