Promotional Strategies of Cellular Service Providers in India
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Case Details:
Case Code : MKTG106
Case Length : 11 Pages
Period : 2000-05
Pub Date : 2005
Teaching Note : Available
Organization : -
Industry : Cellular Industry
Countries : India
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts
The Promotional Campaigns
In 1995, the Indian cellular industry looked very promising. With ever increasing globalization and expanding business activities, cell phones became a necessity for business on the move. The younger generation also began to flaunt the cell phone as a status symbol. Soon cell phones were being used not only as a tool for communication but also as a source of entertainment...
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Year 2000-02
In the year 2000, AirTel formulated an advertising campaign which was arguably the first of its kinds from the cellular service sector. AirTel roped in famous movie actors Shahrukh Khan and Karishma Kapoor as brand ambassadors for its prepaid service “Magic”.
The company felt that celebrity endorsement was a suitable way to promote the brand and an effective tool for expanding market share.
On February 16, 2001, AirTel launched a massive Rs.25 million launch campaign -“You Can Do Magic” featuring the two Bollywood actors...
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Year 2003 (Cricket, Bollywood and Celebration)
By 2003, the cellular service market had ten major players and the situation demanded that service providers come up with novel ideas to attract the consumer. Festivals and special occasions were times when cellular service providers offered a range of schemes. In February 2003, AirTel launched a Valentine's Day Promotion Contest, which was targeted primarily at youth celebrating Valentine's Day...
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Year 2004 (Special Plans and Loyalty Schemes)
With a view to reaping the benefits of the pre-paid segment, RIM launched its prepaid service in 2004. The launch campaign involved a rally of motorbikes and cars bearing the RIM prepaid flags along with the RIM catch line “Mujhme Hai Wo Baat” (It's There Within Me). The first cavalcade was flagged off by famous model Katrina Kaif. Commenting on the positioning of the RIM prepaid service, Kaushik Roy, marketing head, Reliance Infocomm, said, “The RIM pre paid is primarily targeted at the youth, and we hope that by these on ground promotional activities, the youth becomes more aware of our fantastic value proposition... |
Exhibits
Exhibit I: Cellular Service Providers
Exhibit II: Market Share & Subscriber Base of GSM Service Providers
Exhibit III: Market Share & Subscriber Base of CDMA Operators
Exhibit IV: Top Ten Advertisers in the Year 2003
Exhibit V: Top Ten Advertisers on Television 2004
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