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...

The Indian Telecom Industry

The telecom sector in India was regulated by Telecom Authority of India (TRAI). The main players in the telecom industry were state-owned mobile operators, private Indian-owned companies, and foreign investment companies...

About Aircel

Launched in 1999, the Aircel Group was a joint venture between Maxis Communications Berhad (Maxis) of Malaysia and Apollo Hospital Enterprise Ltd (Apollo) of India, with Maxis holding a majority stake of 74%...

Promotional Strategy

Aircel came out with innovative marketing techniques to attract customers. It focused on its core values - Simplicity, Creativity, and Trustworthiness - and positioned itself around the tagline, 'Explore Your World of Possibilities'...

Out of Home Advertising (OOH)

Aircel, which had confined itself to the southern states until 2005, needed an ingenious marketing campaign when it entered the North. Hence, the company used OOH extensively which it thought to be effective and different...

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

Advertising with CSR

In March 2009, Aircel put up an inflated raft on a bill board at Milan Subway in Mumbai, which had witnessed a lot of flooding during the monsoon season. The message on the bill board read, "In case of emergency, cut rope"...

Cause Related Marketing

On January 30, 2010, Aircel in association with WWF-India launched a social campaign called "Save our Tigers" to raise awareness about the dwindling population of tigers in India and across the globe...

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