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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.com



India's 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 has
Aircel commenced                                West Bengal.                      62.5 million
operations in 1999                                                                subscribers
in TamilNadu
                      Aircel began its          In October 2010, Aircel
The Aircel Group is   outward expansion in      completed its Pan India
a joint venture
                      2005 and met with         footprint, presence in all 23
between Maxis
                      unprecedented success     telecom circles, with the
Communications
                      in the Eastern frontier   launch of GSM mobile
Berhad of Malaysia
                      circles. It emerged a     services in Rajasthan.
and Apollo
                      market leader in
Hospital
                      Assam and in the
Enterprise Ltd of                               Aircel has won 3G spectrum
                      North Eastern
India, with Maxis                               across 13 circles and BWA
                      provinces within 18
Communications                                  spectrum in 8 circles in
                      months of operations.
holding a majority                              recently spectrum auction in
stake of 74%.                                   2010
BRAND MEDIA DETAILS                               (SOURCE: AFAQS.COM)


                               Creative
                               Agency:
                                Dentsu
                             Communicati
                              ons Pvt Ltd

            Baseline: It's                     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 RESPONSIBILITY




During 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 statistics




Aircel Pocket
Finder TV ad
RADIO
                             Celebrate Love on
Complete take Over
of 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 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      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-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)
THE MESSAGE
Creative and Simple

The 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
Thank You

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Aircel Integrated Marketing Communication

  • 1. 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
  • 2. 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.com India's 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.
  • 3. 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 has Aircel commenced West Bengal. 62.5 million operations in 1999 subscribers in TamilNadu Aircel began its In October 2010, Aircel The Aircel Group is outward expansion in completed its Pan India a joint venture 2005 and met with footprint, presence in all 23 between Maxis unprecedented success telecom circles, with the Communications in the Eastern frontier launch of GSM mobile Berhad of Malaysia circles. It emerged a services in Rajasthan. and Apollo market leader in Hospital Assam and in the Enterprise Ltd of Aircel has won 3G spectrum North Eastern India, with Maxis across 13 circles and BWA provinces within 18 Communications spectrum in 8 circles in months of operations. holding a majority recently spectrum auction in stake of 74%. 2010
  • 4. BRAND MEDIA DETAILS (SOURCE: AFAQS.COM) Creative Agency: Dentsu Communicati ons Pvt Ltd Baseline: It's Product time to move Category: on. Telecom Brand: Aircel Media Sub Product Agency: Category: Starcom Cellular Worldwide Services Brand Ambassador: MS Dhoni
  • 5. 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
  • 6. CORPORATE SOCIAL RESPONSIBILITY During 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
  • 7. 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.
  • 8. ` 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.
  • 9. ` 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
  • 10. 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 statistics Aircel Pocket Finder TV ad
  • 11. RADIO Celebrate Love on Complete take Over of REDFM on day Aircel Radio Misty Valentine Zone- V- of launch Day Special, 2010
  • 12. 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.
  • 13. SALE PROMOTION AND EXPERIENCE Launched Launched 'iPhone 4 ‘Play IPL’ in on Aircel' Malls interactive zones in Malls
  • 14. 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-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)
  • 15. THE MESSAGE Creative and Simple The 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

Editor's Notes

  1. Video: Save our tiger and old man
  2. Video Its time to move on: company realized that young users are not looking at a cheap price but offerings which they can use — group community calling, faster data transfer and downloads. It also realized that these young users are much more ready to change their numbers — they simply upload their number on Facebook for their large group of friends to know.
  3. Facebook voice ad
  4. Facebook voice ad
  5. After all, in 10 years of its launch, Aircel has remained a relatively small player which depends for over 57 per cent of its subscribers on just one state — Tamil Nadu (including Chennai). With 18 million subscribers and a 6.41 per cent share.