Aircel's Promotional Strategy: Differentiating through Innovation

Case Studies | Case Study in Business, Management, Operations, Strategies, Business Case Study

ICMR HOME | Case Studies Collection

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

To download Aircel's Promotional Strategy: Differentiating through Innovation case study (Case Code: MKTG273) click on the button below, and select the case from the list of available cases:

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500+ Shipping & Handling Charges extra

Marketing Case Studies
Marketing Management Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies
Case Studies by Area
Case Studies by Industry
Case Studies by Company

Custom Search

Please note:

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.

Chat with us

Strategic Management Formulation, Implementation, & Control, 12e

Please leave your feedback

Leave Your Feedback

ICMR India ICMR India ICMR India ICMR India RSS Feed

<< Previous

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-,,,, and Cashing in on the passion for cricket in India, it took high impact cricket properties on, rediff scorecard, and the MSN cricket & sports section...


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...

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies


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)

Custom Search

Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Textbooks, Workbooks, Case Study Volumes.