Airtel Magic - Selling a Pre-paid Cellphone Service

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTG040 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Marketing Mix
Case Length : 12 Pages
Period : 2002
Pub Date : 2003
Teaching Note : Available
Organization : Bharti Cellular Limited, Spice Telecom
Industry : Cellular
Countries : Switzerland


The case provides a detailed account of how Bharti Cellular Ltd., one of the leading players in the Indian cellular telephony market built up its pre-paid cellular service brand, Magic.

Besides examining the circumstances that necessitated revamping of the marketing strategy for the brand in early 2002, the reactions of Bharti's competitors to these initiatives have also been described.

The case also discusses its future prospects in the pre-paid cellular market in India, in the light of the intensifying competitive pressures.


Understand the dynamics of pre-paid cellular card market as part of the Indian cellular telecommunication market.


  Page No.
Casting The Celebrity Magic 1
Background Note 2
All Set to Create Magic 3
The Industry Strikes Back 5
The Future - Far From Magical 7
Exhibits 9


Bharti Cellular Ltd., Indian cellular telephony, pre-paid, cellular service brand, Magic, necessitated, revamping , marketing strategy, 2002, Bharti, competitors, future prospects

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