Promotional Strategies of Cellular Service Providers in India |
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Introduction Contd...Reliance was another player that cashed on its innovative promotional strategies which included celebrity endorsements and attractive talk time schemes. Idea, relied heavily on its creative media advertising sans celebrities.
The GoI introduced the National Telecom Policy (NTP) in 1994 with a view to improving India's position in global telecommunications. The introduction of the NTP led to a metamorphosis of the industry as it allowed the private sector to invest in telecommunications.
Bharti, a part of Bharti Enterprises6, was the first to launch its cellular service on July 7, 1995. Bharti's cellular services were launched under the brand name 'AirTel'and were categorized as pre-paid7 services and post-paid8 services. The postpaid service was launched under the brand name “AirTel” whereas its prepaid services were launched under the brand name “Magic”... 6] Established in 1976, Bharti Enterprises was India's leading Telecom and Healthcare conglomerate. It had profits of $320 million and revenues of $ 1,790.776 million for the financial year 2004. |
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