Given the worry about how sudden increase in number of subscribers could lead to a distinct fall in quality standards, TTSL has been extremely well focussed on not allowing their quality differentiation to fall a bit. For records, month after month, TTSL has been adjudged the best quality network by the Telecom Regulatory Authority of India consistently for over a year now! Sardana further adds, “We will continue to innovate to provide world-class offerings to our subscribers.” It’s quite clear that competitors are worried – Vodafone has launched its rather alluring late-night call-scheme of Rs.10 per minute, evidence of a retaliatory pricing attack in progress.
Of course, with operations in multi-sectors and regions, managing resources is a top of the line operational factor for TTSL. But could a worry now for TTSL also be their various brands cannibalising the markets of each other? MD Sardana rejects the proposition when he talks to 4Ps B&M, “Each brand stands for a unique value proposition and hence would not be encroaching into each other’s territory. There is a wide range of customers that we are catering too and our idea is to provide the maximum choice to our customers with our brands and a plethora of offerings such as pay-per-second, pay-per-call et al.”
At least for this year, Sardana is not taking any prisoners in the competitive war and is going all out to publicise the various ‘shop more, talk more’ positioning statements of TTSL. To his advantage, the DOCOMO brand has been adjudged the most visible brand of 2009 by Synovate, much thanks to the intense advertising supporting the brand. And as we mentioned before, the all India #5 ranked (in terms of subscribers) TTSL is already knocking on the doors of the #4 ranked government behemoth BSNL, whose ‘one-India’ tagline and suave Deepika Padukone, their brand ambassador, may help to some extent in warding off the competition. But there is no debating the fact that not only has DOCOMO arrived, it has introduced a branding warfare never before seen in the industry.
Of course, with operations in multi-sectors and regions, managing resources is a top of the line operational factor for TTSL. But could a worry now for TTSL also be their various brands cannibalising the markets of each other? MD Sardana rejects the proposition when he talks to 4Ps B&M, “Each brand stands for a unique value proposition and hence would not be encroaching into each other’s territory. There is a wide range of customers that we are catering too and our idea is to provide the maximum choice to our customers with our brands and a plethora of offerings such as pay-per-second, pay-per-call et al.”
At least for this year, Sardana is not taking any prisoners in the competitive war and is going all out to publicise the various ‘shop more, talk more’ positioning statements of TTSL. To his advantage, the DOCOMO brand has been adjudged the most visible brand of 2009 by Synovate, much thanks to the intense advertising supporting the brand. And as we mentioned before, the all India #5 ranked (in terms of subscribers) TTSL is already knocking on the doors of the #4 ranked government behemoth BSNL, whose ‘one-India’ tagline and suave Deepika Padukone, their brand ambassador, may help to some extent in warding off the competition. But there is no debating the fact that not only has DOCOMO arrived, it has introduced a branding warfare never before seen in the industry.
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