Presentation on “TATA DOCOMO”

PR Campaign

Presented By:

SYNDICATE-10

Do Communications Over the

Mobile Network
 Public Relations Campaign:
Public Relations (or PR) is a field
concerned with maintaining public
image for high-profile people,
commercial businesses and
organizations, non-profit associations
or programs.
A campaign is a program of
promotional activities intended to
accomplish a specific objective. A
good public relations campaign
will help develop the image and
reputation of your business.

The elements to consider in creating a public relations campaign include:

Audience or Public – A group of people to whom your company needs to
be responsive and responsible.
Goals of your campaign – What is it that you hope to achieve? Do you want to
attract new customers? 
Medium of communication – Print journalism? Broadcast media? Your Web site?
Word of mouth?
Framework of your campaign –The actual steps taken to advance your cause and
achieve your goals.
Phrasing of the message - What are the reasons why your business is involved in
the particular activity? What is it that you want to
say?
 Different tools of PR campaign:
 PRINT MEDIA  WRITTEN SPEECH
 PRESS RELEASE  INTERNAL NEWSLETTERS
 PHOTOGRAPHS AND PUBLICATIONS
 EVENTS AND PRESS
 INTERNET SUPPORT
 WEBSITE  CORPORATE ADVERTISING
 E-MAIL  CONFERENCES AND
 CASES HISTORIES/ STUDIES SEMINARS
 AUDIO AND VISUAL
 ADVERTORIALS - Advertisement +
 NEWS AND PUBLICITY
Editorial
 POSTER AND CALENDAR
 INTERVIEWS/FEATURES
 BROCHURE
 Brand Profile: TATA DOCOMO

 Tata DOCOMO arises out of the Tata Group’s

strategic alliance with Japanese telecom major NTT
DOCOMO in November 2008.
 The company has rolled out GSM services in 14 of
India’s 22 telecom Circles in a quick span of under six
months.
 NTT DO CO MO acknowledged player in 3G
technology.
 Its an first to pioneer the per-second tariff option—part
of its ‘Pay for What You Use’ pricing paradigm.
 3G ready network.
 Print Media
• Print media, including newspapers and magazines, is on the
defensive as public relations campaigns migrate to the virtual
world of the Internet.
• Traditional media content providers still command high
audiences, however, and are able to attract PR firms, albeit at
lower prices than before the Internet came of age.
• For PR campaigns, traditional media presents a way to reach
older, more conservative audiences whose trust in old media is
far higher than that of the Internet.
• Newspaper ads and TV commercials, while skipped over by
many people, can still increase brand recognition and
strengthen market position of the advertised company.
 Out of Home Campaigning

Tata Docomo ad
was splashed at
every traffic
island in
Hyderabad with
orange colour to
catch the public
eye.
They can also educate the
public on road rules by putting
their ad in the following format.
If required they can fix the Red, D “ ”
orange and green lights for
traffic purpose.
C “ ”
D"O" ("O" in Green colour) in use-
charge

C"O" ("O" in Orange colour) pause M“ ”

-no charge

M"O" ("O" in Red colour) stop - no

charge
 Sponsorship
Sponsorship is an effective
communication tool for public relations
campaigns. Sponsoring a sports team or a
popular event can greatly boost any PR
campaign, delivering a message that the
PR provider is not only anxious about
placing ads in the media, but also does not
shy away from giving money to worthy
causes.
 What we propose….
•With Commonwealth games 2010 round the
corner, Tata Docomo can extend sponsorship
to this event.
•They can provide a short code, which can be
used to make bookings for seats by the
public.
• Also the operator can facilitate its
subscribers by using the short code to
receive updates about the event.
•This will do a PR as well as generate
revenue.
Also Docomo
can sponsor for
the cabs for
mass
transportation
during the
event.
It can be a very
good method to
increase
visibility.
Merchandising for the Games
At the airport
 For the internal employees

• For the internal employees, it can provide

free entry to the games.

•The proposed cabs can be arranged for

the employees as well, till the event lasts.
 CELEBRATION 1

 July 16th, 2009 July 19th, 2010

 3 lucky winners daily

 2 other bumper prizes

 MUMBAI’S TWITTER FESTIVAL
 Concept?  How did it happen in India?

11th Sept, 2009

Govt. has done its bit

by bringing in right to
education bill. Now it’s
our turn – adopt a child
if u can!!!!
Social Networking & Blogs
 Social Networking Websites
• Twitter
• Facebook
• Orkut
• Stumble Upon
• Technorati
• Digg
• Icio
 Reasons
• Target Audience
– Internet & Tech Savvy(Socially Active People)
– Young Users
– Enterprise(Corporate) Customers
• It is a compulsion rather than an option
• Allows quick fix solution
• Impacts large audience & Creates Buzz
• Impacts wider audience & Cheapest Mode
 Benefits of Online PR
Campaign
• Social media allows the organization to
engage in two-way communication
• Receive immediate feedback from their
various stakeholders and public.
• If properly planned helps in creating a
Positive Word of Mouth.
• Helps increase sales and benefits
• Additional source for attracting
 Possible Suggestions
• Viral Flash Movies –Online e-mails
– Importance of 1 Second/Significance of Money
being saved.
• Point Based Reward System
– Exclusive Clubs and Privileges, Event Invites &
Goodies
• Endorsements
– Specialized VAS or Individual Recognitions
• Video Games on Social Networking portals
– Similar to the one like Mafia Wars & Farm Ville
Thankyou!!!!!!!!!