How Aricel Made Brand Equity.

1. Aircel-Building Brand Equity
CASE STUDY
By: Sher Bahader Khan Mashriqi

2. Outlines
Profile of Aircel Background of Aircel Synopsis Aircel Services List
Case Study Question Answer to Question Conclusion Thank you

3. AircelProfile
Aircel
• Type Public company
• Industry Telecommunications
• Founded 1999
• Headquarters Gurgaon, Haryana, India
• Key people Kaizad Heerjee, CEO
• Products Mobile telephony, wireless broadband
• Revenue US$ 1.159 billion (2012)
• Members 90.34 million (June 2015)
• Parent Maxis (74%) Apollo Hospitals (Sindya
Securities and Investments 26%)
• Website aircel.com

4. India's telecommunication network is the third largest in the world on the basis of its
customers, and Aircel was founded by Chinnakannan Sivasankaran in 1999 in Tamil
Nadu of India and became the leading mobile operator in that state in eighteen
months. and one of the fastest growing mobile operators in India. In December 2003,
it entered Chennai and established itself as a market leader. The success story
repeated itself in the other places such as the Northeastern states, Orissa, Bihar,
Jammu and Kashmir, Himachal Pradesh, West Bengal, Kolkata, Kerala, Andhra
Pradesh, Karnataka, Delhi, Uttar Pradesh (West and East),Maharashtra, especially
Mumbai, and Goa.
Background of Aircel

5. Malaysian telecom company Maxis Communications bought a 74% stake in the
company from Sivasankaran in 2005. The remaining 26% stake is held by Sindya
Securities and Investments promoted by Suneeta Reddy, Managing Director
of Apollo Hospitals. The company got a fillip when it was allocated a spectrum for
thirteen new circles across India by the Department of Telecom. With over 90.34
million people as a customers base, Aircel is a national operator now , and second
Telecom provider in 23 Telecom circles in India.
.
Continue

6. Aircel Services List

7. Connotation of AIRCEL Logo
The stripes in the Loge stand for Simplicity,
Creativity and Trustworthiness whereas the
Colors stand for vibrancy and youthfulness.
The Name- Aircel
The name means Air-cellular which signifies
sturdy network and connectivity.

8. Synopsis

9. What do you think about Aircel as a

10. Yes, Aircel is a Brand.
According to (AMA), Brand is a name, term, sign, symbol, or design, or
a combination of them, intended to identify the goods or services of one
seller or group of sellers and to differentiate them from those of
competitors.

11. Cont…..
Because Aircel is the successful competitor among Top Ten major
telecom players In India, and it is the characteristic of solid brand to
make over a business from a small player into a successful competitor.
Despite of this , Aircel:
1. Determineded brand’s target audience. (youth)
Which is the foundation for building a brand, Because You can’t be everything to everyone, right?
2. Defined a branding mission statement.
Before building a brand your target audience trusts, and need to know what value your business provides.
Aircel logo (Simplicity, Creativity and Trust), tagline (Explore your world of possibilities), and message
(It is time to move on) reflect this mission.

12. Cont…..
3. Delineated the key qualities & benefits that Aircel offers.
Fresh Networks, simplified tariff plan, good value added services (VAS) recharge dhamaka in Uttar Pradesh,
local calls at ten paisa in Tamil Nadu, and Chennai, unlimited night calling and sms packages in West Bengal
double talk time on prepaid recharges in Mumbai, and ABCD prepaid in Kerala, etc.
4. Formed brand’s business voice.
According to the nature of Aircel, its business voice is: professional, friendly, service-oriented,
and informative, etc.
5. Integrated brand into every aspect of business.
Aircel brand is visible and reflected to customer everywhere customer sees (and doesn’t see)from business
cards, to advertisements, packaging, and stamp of your logo.
6. Create a great brand logo & tagline.

13. Cont…..
7. Stayed true to its brand.
Doesn’t constantly change its brand to avoid customers confusion, and the inconsistency make long-term
brand building more difficult.
8. Aircel is a biggest advocate of its brand.
Because once a brand is built , you (and your employees) are the best advocates to market your brand.

14. Conclusion
Subsequent to definition, functions, means , and benefits of brand the case
study illustrated the core values of Aircel brand are simplicity, creativity,
and trust, and Aircel has been in India for eleven years, in spite of strong
Competition Aircel has been able to draw customers attention to itself
across the country , due to heavily investment , exciting offers Innovative
customized products, and new out-of box ideas, Value added Services,
And cost effective schemes.

15. Cont….
Succinctly, after the mentioned highlights the bottom line is that Aircel
with over 90.34 million People as customers ,and second major telecom
provider in 23 Telecom circles in India acknowledged, and perceived that
Aircel is not a product In a factory, but , without doubt it is a brand in the
mind of people.

17. Delineante the various factors that
have been used by Aircel to build its
equity.
Answer to Second Question

18. What is Brand Equity?

19. • “A set of assets and liabilities linked to a brand, its name and
symbol, that adds to or subtracts from the value provided by a
product or service to a firm and/or to that firm’s customers.”
David Aaker
• Major asset categories.
• 1. Brand name awareness
• 2.Percived quality
• 3. Brand loyalty
• 4.Brand associations.
Cont…

20. Cont…

21. Cont…

22. Cont…

23. Cont…
The Brand Equity Outline
Brand Loyalty
Reduced marketing costs
Trade leverage
Attracting new customers via awareness and reassurance
Time to respond to competitive threats
Brand Awareness
Anchor to which other associations can be attached
Familiarity which leads to liking
Visibility that helps gain consideration
Signal of substance/commitment
Brand Associations, including Perceived Quality
Help communicate information
Differentiate/Position
Reason-to-buy
Create positive attitude/feelings
Basis for extensions

24. The bottom line is
For Brand awareness Aircel has invested heavily in promotional activities to build brand
awareness and brand equity. In May 2009 spent over 350 million for buying space in news
paper, magazines, and television channels to promote its products.

25. Cont…
Another of their exercises that created a lot of buzz and Won them appreciation.

26. Cont…

27. Cont…

28. Cont…
Aircel has also actively involved the out of home (OOH) media to build Brand
awareness and brand equity.

29. Cont…
On 1 February 2010 Aircel launched it s initiative ‘save our Tiger’ In partnership
with Dentsu Communications and WWF India (i.e co-branding)

30. Cont…
Aircel has also sponsored many events or activities related to sports, as Event marketing

31. Aircel Perceived Quality
Reason to buy
Differentiate /Position
A price premium
Chanel member interest
Brand extinctions
Answer to Why?

32. Aircel Perceived Quality

33. • Aircel made its loyalty by, Keeping high quality, Engaged its customers (target market),
Gave them a reason to come back, Stayed relevant, Provided Value, and Showed them
appreciation.
Aircel Loyalty

34. • Aircel made its association due to following points:
• Helped buyers to remember its brand for its unique qualities.
• Differentiated its from competitors.
• Provided reasons to buy its product.
• Created positive attitudes or feelings towards its brand/product
Aircel Association

35. Conclusion
Aircel with its innovative strategies (IMC) and out-of-the-box thinking they have
been able to generate a lot of buzz in their target market, the innovative use of
the OOH media, use of ‘save the tiger’ campaign in its television, and advertising
has helped Aircel cut above the clutter, and created a strong brand equity.

37. Part #3
• Comment on how Aircel, despite being a late
Entrant has still been able to create a brand
identity and brand knowledge in the target
market.

38.  Aircel, a late entrant into the competitive Indian telecom
sector, adopted innovation as its key branding strategy. The
service provider focused on the multi-functionality of the
product. Aircel offered fresh networks, simplified tariff
plans, and good Value Added Services (VAS) to subscribers.
 The core values of the Aircel brand were Simplicity,
Creativity, and Trustworthiness. In the year 2009, the most
innovative advertising and marketing campaigns came
from Aircel. The brand communicated with customers
through simple, thoughtful ads. It positioned itself around
the tagline, 'Explore Your World of Possibilities', and
targeted youth across multiple segments.
Aircel, created brand identity and brand knowledge in the target market.

39.  The mobile operator tried to increase its market share by
offering competitive tariff plans and VAS offerings like location-
based services & phone banking to attract subscribers in
metros. Aircel was also associated with the Indian Premier
league (IPL), as the official sponsor of the Chennai Super Kings
team. It had initially roped in Indian Cricket Captain M.S. Dhoni
(Dhoni) for advertisements and branding. Further more Aircel
Targeted only specific audiences.
Built social media presence.
Optimized website.
Made its brand easily identifiable.
Conducted events.
Focused on content.
And finally giveaway stuff .
Cont….

40. Conclusion
So, because of the mentioned points Aircel created its brand
identity, and knowledge in target market

41. Conclusion

42. Further suggestions for Aircel to build its brand equity.
1. 3rd

43. Further suggestions for Aircel to build its brand equity.
Aircel regulated from a niche player (South India) to a national player (pan-lndia),
Aircel has come a long way and is still growing. it is the 3rd largest telecom player
(on the basis of the number of customers) and has successfully taken on biggies like
Airtel and Vodafone. With its innovative strategies and out-of-the-box thinking,

44. Cont….
as it a non stopping process we suggest
Aircel authorities to Introduce a High Quality
Products into the Marketplace ,Solve
customers’ problems easily .Train employees
to believe in its brand, and utilize the
mentioned opportunities (Fast expanding cellular market, Untapped
ruler market, Latest technology, Value added service.) and finally they
should follow Leveraging Secondary Brand
Knowledge to build strong brand equity in
the Market .