Aircel's Promotional Strategy: Differentiating through Innovation
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Case Details:
Case Code : MKTG273
Case Length :18 Pages
Period : 2005-2011
Pub Date : 2011
Teaching Note : Not Available
Organization : Aircel
Industry : Telecom
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 Contd...
Television and Print Advertising
During the launch of Aircel, integration routes were worked out on leading General Entertainment Channels such as Star Plus. On the day of the launch, Aircel flooded all the channels with its advertisements and the brand was launched during prime time by the leading protagonists of the top five shows on Star Plus...
Internet and Mobile Advertising
To achieve mass reach, Aircel chose mass portals like- Yahoo.com, MSN.com, Rediff.com, Sify.com, and Indiatimes.com. Cashing in on the passion for cricket in India, it took high impact cricket properties on Cricinfo.com, rediff scorecard, and the MSN cricket & sports section...
Results
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According to some analysts, Aircel had come a long way from being a Chennai-based telecom operator to a pan-Indian mobile operator with a subscriber base of over 50 million at the end of 2010...
Looking Ahead
According to some industry experts, Aircel was a relatively small player in the Indian mobile services market and over 57% of its subscribers were based in just one state i.e. Tamil Nadu. As of March 2010, Aircel was at the fifth place among GSM operators in India, with a market share of 8.38% after Airtel, Vodafone, Idea, and BSNL...
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Exhibits
Exhibit I: Subscriber Base of Mobile Phone Operators (GSM &
CDMA) (March 2005-March 2009)
Exhibit II: Aircel - OOH Advertising
Exhibit III: Aircel Boat Campaign
Exhibit IV: Screenshot of "Save Our Tigers" Website
Exhibit V: Market Share of Mobile Service Providers (as on August 31, 2010)
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