INTEGERATED MARKETING COMMUNICATION Presented By: Group 3 Abhinav Agarwal -043003 Amit Nagar-043008 Deepali Agarwal-043019 Deepika Raghavan-043020 Hitaishi Gupta-043026 Sonali Verma-043054
Wireless Subscriber Base FY06-FY11 Service Provider wise Wireless Market Share Others, 3.90 % Reliance, 16. 81% Bharti, 19.70 % Uninor, 3.67 Vodafone, 16 % .56% Aircel, 6.84% Idea, 11. Tata, 9.97% BSNL, 10.91 % Data Source: Trai Company data Data Source: Indiatelecomonline.comIndias teledensity has improved from under 4% in March 2001 to around 71% by the end of March 2011. 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.
In December 2003, it By 2006, the company gained a launched foothold in 9 circles including commercially in Chennai, Tamil Chennai and quickly Nadu, Assam, North established itself as a East, Orissa, Bihar, Jammu & By October market leader Kashmir, Himachal Pradesh and 2011, Aircel hasAircel commenced West Bengal. 62.5 millionoperations in 1999 subscribersin TamilNadu Aircel began its In October 2010, AircelThe Aircel Group is outward expansion in completed its Pan Indiaa joint venture 2005 and met with footprint, presence in all 23between Maxis unprecedented success telecom circles, with theCommunications in the Eastern frontier launch of GSM mobileBerhad of Malaysia circles. It emerged a services in Rajasthan.and Apollo market leader inHospital Assam and in theEnterprise Ltd of Aircel has won 3G spectrum North EasternIndia, with Maxis across 13 circles and BWA provinces within 18Communications spectrum in 8 circles in months of operations.holding a majority recently spectrum auction instake of 74%. 2010
BRAND MEDIA DETAILS (SOURCE: AFAQS.COM) Creative Agency: Dentsu Communicati ons Pvt Ltd Baseline: Its Product time to move Category: on. Telecom Brand: Aircel Media Sub Product Agency: Category: Starcom Cellular Worldwide Services Brand Ambassador: MS Dhoni
SPONSORSHIP Indian Premier Aircel Chennai Professional Fashion: Aircel Aircel Bowling League Open Golf Tour of has partnered League and India with major National fashion shows Tenpin of the country Bowling Team such as Lakmé Championship Fashion Week and Delhi Couture Week
CORPORATE SOCIAL RESPONSIBILITYDuring July 2009, Mumbai monsoon, Aircel came up with this innovative idea of Aircel rafts that helped people sail through flooded streets of Mumbai Over 1.01 million people joined the campaign on the Celebrities associated with microsite campaign: • Amitabh Bacchan Fan following online(Facebook, t • Pranoy Roy Brand awareness witter) crosses zooms ahead • M.S.Dhoni 225000 • Baichung Bhutia • Mallaika Arora Khan Media and • Diya Mirza celebrities jump in to make it bigger • Manish Malhotra
PRINT 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 In Mumbai, Aircel logo Be it the ‘Just Arrived’ commuters at the busy was projected on boxes at the airport or the Mahim Causeway to keep Gateway of India. ‘Direction Tree’, Aircel track of the latest scores. branded airport placards Their innovative IPL had names of Scorecard bill-boards celebrities, such as Tom during the IPL seasons Cruise, which immediately guaranteed top of the mind grabbed people’s attention. recall value for the brand.
` OUT OF HOME Innovative Aircel Launch in Started new VAS services- Music Gujarat in September 2010 Connect in May 2010 Creating Disruption and Innovation has become hygiene for Aircel
TELEVISION There have M.S. Dhoni It’s time to Aircel Wi-Fi been 50 TV and Surya as move on TV TV ad commercials brand ad since its ambassadors launch which can be viewed on youtube You tube statisticsAircel PocketFinder TV ad
RADIO Celebrate Love onComplete take Overof REDFM on day Aircel Radio Misty Valentine Zone- V-of launch Day Special, 2010
DIGITAL MEDIA•Launched Voicemail application on facebook, that allowed users to put up voice messages rather than plaintext 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 Launched iPhone 4 ‘Play IPL’ in on Aircel Malls interactive zones in Malls
BRAND- BRAND AMBASSADOR FIT Brand Values: Target Segment: Dhoni???? • Simple • Students mainly • Cricket • Creative Youth • Sponsored • Trustworthy • Small and Chennai Super medium Kings and IPL Enterprises • Youth can relate. • Migrant workers. • It’s time to move on.But will Dhoni be able to catapult Aircel into a pan-Indiamobile 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)
THE MESSAGECreative and SimpleThe Problem Message not very Messages are Communications target audience independent of more centric in west centric each other (Mumbai) and South • Donate old • CSR vs Pomp and • Company should mobiles for aged Show advertise more in people • Brand Image/ tough • All ads that are personality is not battlegrounds like aired during a clearly defined in North. period may be the minds of the inconsistent with consumers. each other