Date post: | 17-Jan-2015 |
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Presented By: Group 3Abhinav Agarwal -043003Amit Nagar-043008Deepali Agarwal-043019Deepika Raghavan-043020Hitaishi Gupta-043026Sonali Verma-043054
INTEGERATED MARKETING COMMUNICATION
Reliance; 16.81%
Vodafone; 16.56%
Idea; 11.55%
BSNL; 10.91%
Tata; 9.97%
Aircel; 6.84%
Uninor; 3.67%
Bharti; 19.70%
Others; 3.90%
The number of telephone subscribers in India increased to 914.59 million and Aircel Subscribers to 62.5 million at the end of October 2011.
Service Provider wise Wireless Market Share
Wireless Subscriber Base FY06-FY11
India's teledensity has improved from under 4% in March 2001 to around 71% by the end of March 2011.
Data Source: Trai Company data Data Source: Indiatelecomonline.com
Aircel commenced operations in 1999 in TamilNadu The Aircel Group is a joint venture between Maxis Communications Berhad of Malaysia and Apollo Hospital Enterprise Ltd of India, with Maxis Communications holding a majority stake of 74%.
In December 2003, it launched commercially in Chennai and quickly established itself as a market leader
Aircel began its outward expansion in 2005 and met with unprecedented success in the Eastern frontier circles. It emerged a market leader in Assam and in the North Eastern provinces within 18 months of operations.
By 2006, the company gained a foothold in 9 circles including Chennai, Tamil Nadu, Assam, North East, Orissa, Bihar, Jammu & Kashmir, Himachal Pradesh and West Bengal.
In October 2010, Aircel completed its Pan India footprint, presence in all 23 telecom circles, with the launch of GSM mobile services in Rajasthan.
Aircel has won 3G spectrum across 13 circles and BWA spectrum in 8 circles in recently spectrum auction in 2010
By October 2011, Aircel has 62.5 million subscribers
BRAND MEDIA DETAILS (SOURCE: AFAQS.COM)
Brand: Aircel
Creative Agency: Dentsu
Communications Pvt
Ltd
Product Category: Telecom
Sub Product
Category: Cellular Services
Brand Ambassado
r:MS Dhoni
Media Agency: Starcom
Worldwide
Baseline: It's time to move on.
SPONSORSHIP
Indian Premier League
Aircel Chennai Open
Professional Golf Tour of
India
Fashion: Aircel has
partnered with major fashion shows of the country such
as Lakmé Fashion Week
and Delhi Couture
Week
Aircel Bowling
League and National Tenpin
Bowling Team Championshi
p
During July 2009, Mumbai monsoon, Aircel came up with this innovative idea of Aircel rafts that helped people sail through flooded streets of Mumbai
CORPORATE SOCIAL RESPONSIBILITY
Over 1.01 million people
joined the campaign on the
microsite
Fan following online(Facebook
, twitter) crosses 225000
Media and celebrities jump
in to make it bigger
Brand awareness
zooms ahead
Celebrities associated with campaign:• Amitabh Bacchan• Pranoy Roy• M.S.Dhoni• Baichung Bhutia• Mallaika Arora Khan• Diya Mirza• Manish Malhotra
In print medium also the focus was on creating disruption by deviating from the existing formats.
For TOI, a landmark innovation was executed wherein the masthead was changed to ‘Move on India’ in keeping with the brand tag line.
` OUT OF HOME
IPL scoreboard enabled commuters at the busy
Mahim Causeway to keep track of the latest scores. Their innovative
IPL Scorecard bill-boards during the IPL
seasons guaranteed top of the mind recall value
for the brand.
In Mumbai, Aircel logo was projected on
Gateway of India.
Be it the ‘Just Arrived’ boxes at the airport or the ‘Direction Tree’, Aircel branded airport placards had names of celebrities, such as Tom
Cruise, which immediately grabbed
people’s attention.
` OUT OF HOME
Creating Disruption and Innovation has become hygiene for Aircel
Innovative Aircel Launch in Gujarat in September 2010
Started new VAS services- Music Connect in May 2010
TELEVISION
Aircel Pocket Finder TV ad
You tube statistics
There have been 50 TV
commercials since its
launch which can be
viewed on youtube
M.S. Dhoni and Surya as
brand ambassadors
It’s time to move on TV
ad
Aircel Wi-Fi TV ad
Celebrate Love on Aircel Radio Misty Valentine Zone- V- Day Special, 2010
Complete take Over of REDFM on day of launch
RADIO
DIGITAL MEDIA
•Launched Voicemail application on facebook, that allowed users to put up voice messages rather than plain text messages. The first time an Indian telecom brand offered voicemail service with facebook. •Rationale: Aimed at targeting youth and with Facebook, created a significant buzz.
SALE PROMOTION AND EXPERIENCE
Launched 'iPhone 4 on Aircel'
interactive zones in
Malls
Launched ‘Play IPL’ in Malls
BRAND- BRAND AMBASSADOR FIT
But will Dhoni be able to catapult Aircel into a pan-India mobile service company of substance? • 57% of their subscriber base comes from Tamil
Nadu.• Had to drop Dhoni at the launch of INQ handsets (He
was the ambassador of Max Mobile as well)
Brand Values:
• Simple• Creative• Trustworthy
Target Segment:
• Students mainly Youth
• Small and medium Enterprises
• Migrant workers.
Dhoni????
• Cricket• Sponsored
Chennai Super Kings and IPL
• Youth can relate.
• It’s time to move on.
THE MESSAGE
Message not very target audience
centric
• Donate old mobiles for aged people
• All ads that are aired during a period may be inconsistent with each other
Messages are independent of
each other
• CSR vs Pomp and Show
• Brand Image/ personality is not clearly defined in the minds of the consumers.
Communications more centric in
west (Mumbai) and South
• Company should advertise more in tough battlegrounds like North.
Creative and Simple
The Problem
Thank You