Promotional Strategies of Cellular Service Providers in India

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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 : MKTG106 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Marketing, Advertising and Sales Promotion
Case Length : 11 Pages
Period : 2000-05
Pub Date : 2005
Teaching Note : Available
Organization : -
Industry : Cellular Industry
Countries : India


The case gives an insight into the various promotional strategies implemented by the major cellular service providers in the Indian cellular market. The GoI's decision to liberalize the telecom sector in 1994 transformed the entire telecom industry, with many private companies foraying into the sector.

With the consequent grant of licenses for providing cellular services, there was a surge in the number of cellular services providers which continued till the late 1990's. By the year 2000, stiff competition between players in the cellular market prompted each player to formulate more novel strategies in order to retain their market share.

Most of the promotional strategies revolved around capturing the younger generation who formed a major part of the target market. Celebrity endorsements, special season offers, festival discounts, and innovative advertisement campaigns were used by the cellular service providers as tools to push back the competition and increase their market share.


• The evolution of the Indian telecom industry.

• The factors that played a major role in the establishment of the cellular services market in India.

• Compare the various promotional strategies implemented by the major players in the cellular services market.


  Page No.
Introduction 1
Background Note 2
The Promotional Campaigns 3
Exhibits 8


Indian Telecom Sector, Bharti Tele-Ventures Limited, Bharat Sanchar Nigam Limited, Hutchinson-Essar limited, Idea Cellular limited, Reliance India Mobile, Global System for Mobile Technology, Code Division Multiple Access, Celebrity Endorsements, Department of Telecommunications, National Telecom Policy, R-World, “RIM Celebrations”, MTNL, Telecom Regulatory Authority of India.

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