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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"Our marketing strategy aims to bring to the forefront the multi-functionality of the phone."¹

- Rahul Saighal, Chief Marketing Officer, Aircel in 2009.

"I've never seen as many innovations on any other brand on such a consistent basis. The circle teams at Aircel have been pushing us to raise the bar on innovations. We are trying to create 'opportunities to chat' and people are actually talking about them, so it's been quite a success."²

- Aneil Deepak, Senior Vice-President, Primesite³ in 2009.

Not A Me Too?

In 2009, India-based mobile operator Aircel Limited (Aircel) bagged the CMAI INFOCOM⁴ National Telecom Award 2009 for 'Excellence in Marketing of New Telecom Service'. Launched in 1999, Aircel was the fastest growing mobile operator in the country with a subscriber base of over 48 million as of 2010. It had a presence in 23 Telecom Circles and was the market leader in the Tamil Nadu, Assam, North-East, and Chennai circles.

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1] Debabrata Das and Roudra Bhattacharya, "Hello and Hard Sell," www.thehindubusinessline.in, June 11, 2009.
2] Surina Sayal, "Aircel to the Rescue with its Functional Innovation," www.afaqs.com, July 20, 2009.
3] Primesite is the out-of-home (OOH) unit of Mudra Max, which provides expertise in brand building.
4] INFOCOM jointly with Communications and Manufacturing Association of India (CMAI), an apex trade and business promotion body, announced the National Telecom Awards 2009. The awards were held annually to recognize and encourage technology players for their contribution in building a robust and advanced national telecom network and infrastructure.

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