Aircel IMC strategy

8/13/2019 Aircel IMC strategy

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Presented By: Group 3

Ankit Kr Marodiya - 063008Arup Sarkar -063010

Karan Khara - 063019

Naman Gupta-063026

Naveen Singh-063028

Suryaveer Singh-063056

INTEGERATED MARKETING

COMMUNICATION


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The number of telephone subscribers in India stands at 904.56 million and AircelSubscribers at 65.1 million at the end of October 2013.

India's teledensity has improved from under 4%in March 2001 to around 73%by the endof October 2013.

Source: TRAI

Source: TRAI

2008-09 2009-10 2010-11 2011-12 2012-13

391.76

584.32

811.59919.17 867.8

Telecom Industry's Growth over last 5 yearsNumber of Wireless Subscribers in

Bharti,21.69

Vodafone, 17.56

Reliance,

14.17

Idea ,14.01

BSNL,

11.66

Tata,

7.65

Aircel,

6.92

Others,6.34 Market Shares 2012-13


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Commencedoperations in 1999

in Tamil Nadu

Is a joint venture

between MaxisCommunicationsBerhadof Malaysia

and Apollo HospitalEnterprise Ltd ofIndia, with Maxis

Communications

holding a majority

stake of 74%.

December 2003, it

launched

commercially in

Chennai and quickly

established itself as

a market leader

Began its outward

expansion in 2005and

met with

unprecedented success

in the Eastern frontier

circles. Emerged amarket leader inAssam and in theNorth Easternprovinces within 18months of operations.

2006, gained a foothold in 9circles including Chennai, TamilNadu, Assam, North East, Orissa,

Bihar, Jammu & Kashmir,

Himachal Pradesh and West

Bengal.

October 2010, Aircel

completed its Pan India

footprint, presence in all 23

telecom circles, with the

launch of GSM mobile

services in Rajasthan.

Won 3G spectrum across 13

circles and BWA spectrum in

8 circles in the spectrum

auction in 2010

October 2013,

Aircel has 65.1

million subscribers


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SPONSORSHIPS

Indian Premier League

Aircel Chennai Open

Professional Golf Tour of India

Fashion: Aircel has partnered with major fashion shows of thecountry such as Lakm Fashion Week and Delhi Couture Week

Aircel Bowling League and National Tenpin Bowling TeamChampionship


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During July 2009, Mumbai monsoon, Aircel came up with this innovative idea of Aircel rafts that helpedpeople sail through flooded streets of Mumbai

CORPORATESOCIALRESPONSIBILITY

Over 1.01 millionpeople joined thecampaign on the

microsite

Fan followingonline(Facebook,twitter) crosses

225000

Media andcelebrities jump into make it bigger

Brand awarenesszooms ahead

Celebrities associated with

campaign:Amitabh Bacchan

Pranoy Roy

M.S.Dhoni

Baichung Bhutia

Mallaika Arora Khan

Diya Mirza

Manish Malhotra


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*Digital media


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*

Aircel Buddy of the Year Video


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PRINT


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*

OUTOFHOME

Billboards and buoysat bus queue shelters

in low-lying areas inMumbai prone to

waterlogging duringthe monsoons. Themessage is Aircel

helps Mumbai to sailthrough its network.

In Mumbai, Aircellogo was projected

on Gateway of India.The effectiveness ofthis ad can be seenthrough the brandawareness whichreached over 80%

within the first fewweeks.

Companys corevalues like creative

and trustworthyreflect in thisproduct, which will

enable theircustomers to enjoyone rate for voice,

SMS and data servicesin their respective

home circles and even

while they are onroaming.


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TELEVISION

Insight

Joy is not alwaysderived by onlygetting big things inlife

But could also befelt through littlethings

Insight

People would beunderstandably excitedor nervous about theprospect of comingface-to-face with theircricket heroes andwould be rehearsingfor the big day

Insight

Consumers desire 3Gservices on their mobilephones, they are notable to avail it due tothe high price.

'Pocket internet'service, deals with theprice issue


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Viewership on Youtube Twitter & Facebook


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Complete take

Over of RED FM on

day of launch

RADIO

Play Your Own

Channel with Aircel


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*Sale Promotion and Experience

Launched'iPhone 4on Aircel'

interactivezones in

Malls

Launched PlayIPL in Malls


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*Brand- Brand Ambassador Fit

Brand Values:

Simple

Creative Trustworthy

TargetSegment:

Students

mainly Youth Migrant

workers.

Positioning

Future of

telephony Data Play


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YOUTHANK

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Aircel IMC strategy