Caselet Code : CLSM031
Publication date : 2005
Subject : Services Marketing
Industry : Telecom
Length :
 04 Pages
Price :  Rs. 100 (Detailed Pricing Info)

To download this short case study (No. CLSM031) click on the link below, and select from the list:

» Services Marketing Caselets

» Marketing Case Studies **

» Case Studies Collection

 
Current Exchange Rates
INR 100.00 = USD ($),
                 = GBP (£),
                 = EURO (€)
Currency data courtesy coinmill.com
INR is INDIAN RUPEES (Rs.)
 
 
Abstract

This caselet discusses the entry of Hutch into India and its innovative offerings to the Indian customer. It discusses the value added services offered by Hutch to entertain the customers. It also gives an insight on the telecom company's efforts to differentiate its strategies in light of the cultural diversity in India.


Issues:

» Innovation in cellular services

»  Importance of understanding Indian culture for MNCs

»  Value added services in telecom

Key words:

Hutchison Telecom, SMS, MMS, GPRS Roaming, EDGE Technology, Ring Tones, Mobile Services.

Questions for Discussion:

1. Hutchison Telecom (HT), a global player, entered the Indian Telecom Industry in 1994 to provide mobile services to the Indian customer. How did Hutch go about designing its service offerings for the Indian customer?

2. Attracting and convincing the Indian customer to use its services was the major objective of Hutch. How effective were the promotion strategies used by Hutch in achieving this objective?