Abstract

The case provides a detailed account of how Bharti Cellular Ltd., one of the leading players in the Indian cellular telephony market built up its pre-paid cellular service brand, Magic. Besides examining the circumstances that necessitated revamping of the marketing strategy for the brand in early 2002, the reactions of Bharti’s competitors to these initiatives have also been described. The case also discusses its future prospects in the pre-paid cellular market in India, in the light of the intensifying competitive pressures.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Dynamics of pre-paid cellular card market in India
• and Refere.

Keywords

Bharti Cellular Ltd., Indian cellular telephony, pre-paid, cellular service brand, Magic, necessitated, revamping , marketing strategy, 2002, Bharti, competitors, future prospects