7/29/2019 Aircel Reduced Slides

1/40

Aircel

7/29/2019 Aircel Reduced Slides

2/40

Aircel Network Presence

1999: Launched in India

(Tamil Nadu)

2005: Started expanding

Operations to NE states

and J&K

2009: Got licenses for

remaining circles

2010 End: Presence in all

23 Circles

7/29/2019 Aircel Reduced Slides

3/40

Telecom Industry 2005 (GSM)

1999 2005 2009 2010 2011 2012 2013

7/29/2019 Aircel Reduced Slides

4/40

Strategy

Target customers: Youth and small and

medium enterprises

Insight: Customer has the perception that all

the mobile service providers

offer the same prices when it

comes to calls and services

Strategy: Focus on Value added services

Main Focus: Increasing Brand Awareness

1999 2005 2009 2010 2011 2012 2013

7/29/2019 Aircel Reduced Slides

5/40

Enters M S Dhoni

Successful

Leader

Popular

Dependable

1999 2005 2009 2010 2011 2012 2013

7/29/2019 Aircel Reduced Slides

6/40

All the campaigns

7/29/2019 Aircel Reduced Slides

7/40

World of possibilities

7/29/2019 Aircel Reduced Slides

8/40

2009: World of Possibilities

Aircel 3G

Aircel Pocket Apps

Blyk on AIrcel

Its Time to Move On

7/29/2019 Aircel Reduced Slides

9/40

2009: World of Possibilities

7/29/2019 Aircel Reduced Slides

10/40

2010: Save Our Tigers

7/29/2019 Aircel Reduced Slides

11/40

Apr 2012: Lets Keep Believing

7/29/2019 Aircel Reduced Slides

12/40

Sep 2012: Limitless

7/29/2019 Aircel Reduced Slides

13/40

TVC

1999 2005 2009 2010 2011 2012 2013

7/29/2019 Aircel Reduced Slides

14/40

Print Media

1999 2005 2009 2010 2011 2012 2013

7/29/2019 Aircel Reduced Slides

15/40

7/29/2019 Aircel Reduced Slides

16/40

Save our Tiger

7/29/2019 Aircel Reduced Slides

17/401999 2005 2009 2010 2011 2012 2013

7/29/2019 Aircel Reduced Slides

18/40

1999 2005 2009 2010 2011 2012 2013

7/29/2019 Aircel Reduced Slides

19/401999 2005 2009 2010 2011 2012 2013

7/29/2019 Aircel Reduced Slides

20/40

Joined :2008

Joined :2010

1999 2005 2009 2010 2011 2012 2013

7/29/2019 Aircel Reduced Slides

21/40

1999 2005 2009 2010 2011 2012 2013

7/29/2019 Aircel Reduced Slides

22/40

Belief

7/29/2019 Aircel Reduced Slides

23/40

Misplaced Belief

A single ad

commercial in

television

No integration with

other media

Just asking to believe

No relevance with

the brand

1999 2005 2009 2010 2011 2012 2013

7/29/2019 Aircel Reduced Slides

24/40

Limitless

7/29/2019 Aircel Reduced Slides

25/40

Limitless TVCs

1999 2005 2009 2010 2011 2012 2013

7/29/2019 Aircel Reduced Slides

26/40

Innovative Flash Mobs

Limitless Dhaki

1999 2005 2009 2010 2011 2012 2013

7/29/2019 Aircel Reduced Slides

27/40

Tie-up with STOY

1999 2005 2009 2010 2011 2012 2013

7/29/2019 Aircel Reduced Slides

28/40

Sponsorship

IPL Chennai

Open

Professional

Golf Tour ofIndia

Shillong

LajongFootball

Club (SLFC)

Lakme

FashionWeek

1999 2005 2009 2010 2011 2012 2013

7/29/2019 Aircel Reduced Slides

29/40

Presence on FB

1999 2005 2009 2010 2011 2012 2013

7/29/2019 Aircel Reduced Slides

30/40

1999 2005 2009 2010 2011 2012 2013

7/29/2019 Aircel Reduced Slides

31/40

Out of home

Innovation

7/29/2019 Aircel Reduced Slides

32/40

Out Of Home Advertising

BHUVNESHVA

R & KOLKATA

GUJRAT

UP

1999 2005 2009 2010 2011 2012 2013

7/29/2019 Aircel Reduced Slides

33/40

DELHI

RAJASTHAN

PUNJAB &

HARYANA

Out Of Home Advertising

1999 2005 2009 2010 2011 2012 2013

7/29/2019 Aircel Reduced Slides

34/40

Out of Home Ad - INNOVATIVE

1999 2005 2009 2010 2011 2012 2013

7/29/2019 Aircel Reduced Slides

35/40

Sales Promotion

1999 2005 2009 2010 2011 2012 2013

7/29/2019 Aircel Reduced Slides

36/40

Youth Engagement Initiatives

These initiative aimed at providing opportunities and ways to empower the youth

Book2Practice and Project Shaktiyam

1999 2005 2009 2010 2011 2012 2013

7/29/2019 Aircel Reduced Slides

37/40

Present Scenario

Market share, social media

7/29/2019 Aircel Reduced Slides

38/40

2,805,844

Likes

54,326talking about this

1999 2005 2009 2010 2011 2012 2013

7/29/2019 Aircel Reduced Slides

39/40

****

7/29/2019 Aircel Reduced Slides

40/40

Conclusion

Was the decision to use VAS as USP

for youth correct