IIM Shillong

1. Chandan Gupta shivamgggupta@gmail.com 08974053631 Jasdeep Singh Bhatia jasdeep0910@gmail.com 08974052907 Nimesh Nair nimesh281286@gmail.com 08974053668 IIM Shillong Team Name : Parindey

2. The encircled markets are yet to mature in terms of teledensity. Penetration of telecom services must increase in these areas before 3G can successfully capture these markets. It would be better to concentrate on increasing penetration currently than on 3G. Be Region Specific Contemporary consumers usually associate with the value they are getting out of each service, and they should be able to recognize the needs (known or latent) which are getting satisfied with 3G. 3G is too wide to be promoted as a single good thing especially when one knows that the tastes and preferences of an Indian consumer is largely influenced by the region he/she belongs too. Increasing Awareness 1) Educate people about the differences between 2G and 3G services. The consumers must be able to comprehend the added benefits that they will get if they switch to 3G. 2) Aircel Experience zones must be setup in all the circles to apprise the customers about the benefits that they can get from ‘Aircel 3G services’. 3) A special helpline can be started which can entertain the queries of existing or prospective customers as per their age, occupation, etc. Region Specific strategy will concentrate on the specific benefits of 3G that will be accepted by the customers in these different regions 1)TN,AP : Education is one of the prime concerns, 3G service must provide access to a vast resources of knowledge centres, online coaching classes, video calling to tuition centres/friends for doubt clearing/group study if needed. 2)Kerala, AP, Punjab: Lots of people/students study abroad and work outside (Middle East, Western Countries) from these regions, so all communication should be focussed on the qualities of high speed internet of 3G that these people can use of to stay connected with their loves ones 24*7 and that too at affordable rates than normal calling on a longer run. 3)AP, Kerala, Karnataka, TN : Advertisements and all communication should target Religious sentiment that can be tapped by giving free access to loads of Aartis, devotional music, photos through unlimited use of 3G and associated services 4)J&K, Assam, NE : 3G should open a world for them that they have never seen before. Existing and intermittent restrictions have made calling, messaging and even content on TV regulated for genuine customers, 3G gives them seamless connectivity in all these mediums In U.P.(E), Kolkata, West Bengal and Jammu & Kashmir, growth of Aircel is less as compared to the industry standards. Also in places like Assam and Punjab have shown high potential for Aircel. This kind of data can provide helpful insights for future target markets. 3G: Way Forward

3. The focus has clearly shifted from acquiring a million to acquiring one customer. A specific strategy for 5 years would be too futuristic especially in the ever changing competitive scenario of Indian telecom sector. But following strategies can be used to penetrate the given segments: • Youth • Colleges (especially Engg. Colleges and B-Schools) can be one of the most attractive destination if Aircel has to penetrate the youth segment. They can award scholarships to selected students in schools and offer live projects to students in colleges (both Engg and MBA). This will give let the students to know how things are done in telecom domain in real timeand sure to generate enough curiosity for brand Aircel. • a)The long term benefit for the company would be an association with the colleges. Aircel can leverage on such associations by offering attractive new connections (with promotional offers) every time during the admission process. The penetration through such a process will be very effective and very viral. • b) The company has to have a signature song or tune which can associate it with the youth. • In terms of offerings – options diverse plans and give them “make your plan” option wherein they can customize their plan (chose from the options that Aircel will offer) because this segment is very cost-conscious. • Rural Area/Tier III Cities • a)  Aircel should connect with rural India through initiatives like pulse polio drops, installation of hand pumps in villages where availability of water is an acute problem, shades on public places(bus stops, railway stations, etc.) to prevent from sun during summers and getting wet in rains and promote Aircel through these shades. • b) Aakash(the tablet) has already got 3 lac pre-launch bookings. Aircelcan collaborate with Datawind for providing the connectivity services by giving Sim cards and connections to the users of Aakash (theTablet). The low cost tablet can actually become Aircel service experience provider tool, which if accepted can increase their subscriber base especially in rural India. • c)Aircel’shas a tie-up with Apollo Healthcare where an aircel customer can talk to a medical consultant from Apollo in case he/she needs an urgent medical advice.  Considering the fact that many people in rural India and Tier III cities do not have an access to basic medical services and preliminary health advice in case of an emergency, such a service can be very useful for customers in these areas. Aircel needs to promote this m-Health initiative in rural areas and Tier III cities • d ) The company can send sales executives (may be fresh MBA graduates) to rural areas who shall try to build a personal touch with the customers in rural India by apprising them about the special services that the company can provide these people and the benefits they accrue from these services in routine practices and occupation. • e) Clubbing of circles – Circles like U.P, Bihar can be clubbed with cities like Delhi and Mumbai where a lot of migrant workers from that state are a prospective target customers. Any kind of subsidy on these groups would attract this large customer base. Rural & Youth : The future

4. The strong signal strength needs to be communicated through all of their present modes of communication: Advertisements Print ads Social Media Radio can be one of the most media through which the message can be communicated as even radio quality is synonymous with strong signal strength. Messages like “this clarity of song is powered by Aircel” can be incorporated in between radio transmissions. Click to open Videos like the one embedded ensures of capturing the youth, with the inherent message of strong signal strength. http://www.youtube.com/watch?v=vPkdiiuom-E Go to youth : Success ensured

5. I-phone : GenNext • IPhone benefits are well known and no differentiation is possible on that when compared to its competitors.So,we will actually have to differentiate the offering of the same. • The plans that are offered by Aircel need to be diverse and should start with a lower range considering the fact that 31.4 million Indian households are middle-class families. The Indian consumer is very price sensitive and after buying a Rs.50000 phone, a very few of them would like to pay Rs.1000 each month as a rent with very less choice available (which happens in case of Aircel. • So “make your own plan” is the first step that should be on Aircel’s cards. The company can offer customisability of the plans. • To build an emotional connect with the iPhone customers, Aircel can give surprises to them on occasions like Birthdays, Anniversaries etc. (by offering them premium/special services free of cost for some time or at least for the day), making them feel elite and special being a member of I-cell. • iPhone users would automatically be members of a group say I-cell where they will be eligible to some exclusive features like free lounge tickets of Aircel sponsored sports events like Chennai Open, IPL Chennai super kings matches, etc.; tickets to IPL parties, a chance to win a lunch with Chennai super kings every month, etc. • Bridge Alliance is well positioned to develop innovative solutions to meet their customers’ need for a seamless roaming experience across the alliance members’ network. The same should be leveraged by Aircel to attract more customers for its iPhone offering. • Most of the users of iPhone in India are people who belong to upper middle class and rich families and they keep on commuting between neighbouring countries for business purposes or otherwise. Aircel should leverage this membership of the Maxis by providing these customers attractive international roaming packages and a suite of integrated value-added privileges when they are travelling in countries like Malaysia, Singapore, Hong Kong, South Korea, Thailand, etc.    • Also Maxis can tie-up with South-East Asian Countries’ service providers for a SAB (South-East Asian block) where in Aircel members can get subsidised calling and roaming in these countries which are one of the most visited tourist destinations every year.

6. References: : www.telecomcircle.comhttp://www.trai.gov.in/Default.asp Thank You..