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See all Premium member Presentation Transcript : COMPANY PROFILE Aircel group is a joint venture between Maxis Communications Berhad of Malaysia and Apollo Hospital Enterprise of India Maxis holds a majority stake of 74% Aircel commenced operations in 1999 and has gained a foothold in 18 circles: Chennai, Tamil Nadu, Assam, North East, Orissa, Bihar, Jammu and Kashmir, Himachal Pradesh, West Bengal, Kolkata, Kerala, Andhra Pradesh, Karnataka, Delhi, UP (West), UP (East), Maharashtra and Goa and Mumbai. It has recently gained an allocation of additional spectrum by the Department of Telecom for 13 new circles across India. Customer base: The company has over 20 million customers in the country Maxis Communications Be of Malaysia and Apollo Hospital Enterprise of India. Maxis holds a majority stake of 74 per cent. Aircel commenced operations in 1999 and has gained a foothold in 18 circles: Chennai, Tamil Nadu, Assam, North East, Orissa, Bihar, Jammu and Kashmir, Himachal Pradesh, West Bengal, Kolkata, Kerala, Andhra Pradesh, Karnataka, Delhi, UP (West), UP (East), Maharashtra and Goa and Mumbai. Recently has gained an allocation of additional spectrum by Department of Telecom for 13 new circles across India. The company has over 20 million customers in the country. Innovative Marketing strategy : Innovative Marketing strategy “We wanted our communication to have shock value and be differentiated and disruptive” says Tarun Nigam, ED- India north and Pakistan How AIRCEL created a niche in the competitive marketing? Disruption is the core of marketing strategy Different media with customized approach Has focused on Innovation as its branding strategy Online SpaceVoicemail On Facebook : Online SpaceVoicemail On Facebook It launched a voicemail application on Facebook, that allows users to put up voice messages rather than plain text messages. So no need to pay for Voice SMS sending to your friend if they are on FaceBook. Within 10 days, Aircel managed to get 190 users to sign up for voice- sms application. The first time an Indian Telecom Brand Aircel is offering voice messaging service with Face Book. Rationale: Youth into confidence and thought Facebook, a social networking site is a lucrative medium and great space to create the buzz. Consumers tend to believe their peer reviews more than standalone advertisements Broadcast Medium Starcom's approach for Aircel national launch : Broadcast Medium Starcom's approach for Aircel national launch In order to build the 'Perception' powerful integration routes were worked out on lead GEC channels. Star Plus,was the key innovation driver. The lead protagonists of the 5 Top Shows on Star Plus welcomed Aircel and had the star-cast talking about the launch on prime time. These creatives were aired at a high frequency during launch week Further to this, various innovations, such as Logo Bug, Score Bug and Animated Aston Bands were planned on News Channels to create engagement during content time Print Medium : Print Medium In Print also, the whole 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. Radio For Radio too, aircel went beyond the mundane and did a complete takeover of Red FM on the day of launch with an All Day Inventory Roadblock, Station ID Integration and complete overhaul of the station format to fit within the brand template. Great Success achieved through Launch Campaigns : Great Success achieved through Launch Campaigns On the whole, an effective high visibility presence was established 360 degrees across mediums, with several 'Aircel First‘ innovations done in order to lift the brand to the level of a player of national stature. Aircel Bagged CMAI INFOCOM National Telecom Award 2009 for “Excellence In Marketing of New Telecom Service”(27 July,2009) Television Commercial : Television Commercial Team India Captain Dhoni was picked as the brand ambassador because of the brand’s alliance with Chennai Superkings, which emerged a strong brand in IPL-2008 Slide 8: Aircel’s advertising simply talks about the value-added services that they are offering. Product Positioning is done by differentiating on the basis of VAS. Appeal: Rational appeal. The advertising is purely in the logical space rather than trying to connect with consumers emotionally. Target Audience: Youth REGIONAL ADVERTISING(Mumbai) : REGIONAL ADVERTISING(Mumbai) Launch : In Mumbai, Mudra projected the Aircel logo on the Gateway of India . The idea was that since Gateway of India is considered to be the gateway to Mumbai, the projection on the historic structure paved a gateway for new consumers of Aircel. Other Innovations : Other Innovations The 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 season in India helped guarantee top of the mind recall value Slide 12: Be it the ‘Just arrived‘ boxes at airport, or the Direction Tree , Aircel branded airport placards had names of celebrities, such as Tom Cruise, which immediately grabbed people's attention The Story Begins…. : The Story Begins…. Slide 14: A Few Days Back…At Milan Subway History Repeated Itself…On 15th July’09 : History Repeated Itself…On 15th July’09 Water Water Everywhere… : Water Water Everywhere… Slide 18: The Rope Was Cut…… We Are Happy To Help…Aircel : We Are Happy To Help…Aircel Slide 22: A Solution…And CSR *CSR-Corporate Social Responsibility People Using “Aircel Boat”. That’s What They Called It ! : People Using “Aircel Boat”. That’s What They Called It ! Reaching Destinations… : Reaching Destinations… Under The Bridge…Trying To Rescue : Under The Bridge…Trying To Rescue And Finally… : And Finally… Everybody Talking About…… : Everybody Talking About…… Advertising with CSR : Advertising with CSR The raft idea was conceptualised and executed by Primesite, Mudra group's OOH division, for Aircel. The trigger for this idea was the news that Mumbai will witness the highest tides and the Met Department's subsequent admission that Mumbai will flood and that they can do nothing about it, given the city infrastructure. Aircel relishes its role as a solution provider, rather than a mute bystander." Future of Aircel : Future of Aircel Aircel has plans to invest $3 billion in the next 3 years for becoming a pan-India operator. In the next 6-9 months, the company will launch operations in rest of Maharashtra, Goa, Gujarat, Madhya Pradesh, Rajasthan and Haryana As a part of its strategy to promote the Aircel brand more, the company plans to have 15,000 recharge outlets in the city It is in the process of co-developing a special handset for senior citizens. This will only have four buttons; one each for the doctor and police with two for calling two relatives. Aggressive retentive advertising THANK YOU : THANK YOU You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.