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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Not A Me Too? Contd...

On receiving the award, Gurdeep Singh (Singh) COO, Aircel, said, "This award means a lot to us as this acknowledges our pan-India presence and further encourages us to become a Mass Iconic Brand that truly believes in earning for itself a satisfied customer base, proud employees, & competition that respects us."5

Aircel, a late entrant into the competitive Indian telecom sector, adopted innovation as its key branding strategy. The service provider focused on the multi-functionality of the product. Aircel offered fresh networks, simplified tariff plans, and good Value Added Services (VAS) to subscribers.

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

The core values of the Aircel brand were Simplicity, Creativity, and Trustworthiness. In the year 2009, the most innovative advertising and marketing campaigns came from Aircel. The brand communicated with customers through simple, thoughtful ads. It positioned itself around the tagline, 'Explore Your World of Possibilities', and targeted youth across multiple segments.

The mobile operator tried to increase its market share by offering competitive tariff plans and VAS offerings like location-based services & phone banking to attract subscribers in metros. Aircel was also associated with the Indian Premier league (IPL)6, as the official sponsor of the Chennai Super Kings team. It had initially roped in Indian Cricket Captain M.S. Dhoni (Dhoni) for advertisements and branding...

Excerpts >>

5] "Aircel Bags CMAI INFOCOM National Telecom Award 2009 for 'Excellence in Marketing of New Telecom Service,", July 27, 2007.

6] The Indian Premier League (IPL) is a professional league for Twenty20 cricket competitions in India.

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