Aircel's Promotional Strategy: Differentiating through Innovation

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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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Case Details:


Case Code : MKTG273 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Shipping & Handling Charges extra


Brand Management / Marketing Communication
Case Length : 18 Pages
Period : 2005-2011
Pub Date : 2011
Teaching Note : Not Available
Organization : Aircel
Industry : Telecom
Countries : India


This case is about the promotional strategies adopted by India-based mobile operator Aircel. Aircel entered the highly competitive Indian telecom market in the year 1999. It adopted innovation as its key branding strategy and communicated with customers through simple and thoughtful advertising campaigns. The case discusses the various marketing strategies adopted by a relatively late entrant into the Indian market and how it increased its subscriber base. Aircel was one of the first mobile operators to introduce its advertising campaign on Facebook. The case explains how Aircel promoted its services through several media like TV, print, out-of-home (OOH), and radio.

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

It used celebrity endorsement as well as cause-related marketing. Within a short time of its launch, Aircel had become one of the top mobile operators in India. According to experts, the company's unique promotional strategies helped it survive and grow in the highly competitive telecom sector. The case concludes by highlighting the challenges Aircel could face as a relatively new player in the highly competitive and fast-saturating Indian mobile phone market. This case is aimed at MBA/MS level students as part of the Brand Management/ Marketing Communication/ Marketing Management curriculum.


Study the promotional strategies of Aircel
Study how Aircel differentiated itself by focusing on innovative marketing campaigns
Understand issues and challenges in out-of-home (OOH) and cause-related marketing
Understand the importance of innovative marketing for mobile operators
Analyze the impact of advertising on the revenue growth of a company
Understand the issues and challenges faced by new players in the mobile services sector
Explore the future strategies Aircel could adopt to increase its subscriber base.


  Page No.
Not A Me Too? 1
The Indian Telecom Industry 2
About Aircel 3
Promotional Strategy 4
Out of Home Advertising (OOH) 5
Advertising with CSR 6
Cause Related Marketing 7
Television and Print Advertising 8
Internet and Mobile Advertising 9
Results 9
Looking Ahead 10
Exhibits 13


Differentiation, Promotional strategies, Innovative marketing campaigns, Out-of-home (OOH), Cause-related marketing, Celebrity brand endorsement, Sponsorships, Advertising, Core values of the brand, brand communication, Internet and mobile advertising, Aircel, Telecom, India

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