By: Dhiraj nakum

SAMMURY
• One of the leading players in the Indian cellular
telephony market built up its pre-paid cellular service
brand, magic

• Necessitated revamping of the marketing strategy for

the brand in early 2002

• The case also discusses its future prospects in the

pre-paid cellular market in India
 CHARACTER IDENTIFICATION
• Vivek Goyal,CEO, Bharti Mobitel Ltd

• Pawan kapoor,chief executive, Bharti mobile (Andhra Pradesh)

• R H Rao, MD, Bharti Mobinet Ltd,

• Hemant suchdev, director, marketing and corporate

communications, bharti enterprise

• The famous Cricketer Saurav Ganguly & leading movie stars

Madhvan and kareena kapoor Shahrukh khan as endosers
 PROBLEM IDENTIFICATION
• The cellular service providers offered only post-paid
services

• Bharti's competitors launched various promotional

campaigns for their brands

• All are focusing heavily on the pre-paid card segment

due to high potential
• As the competition would make price-cuts and heavy
investments in advertising and promotion

• The biggest challenge came in the form of cell one

 PROBLEM ANALYSIS
• To be very costly as compared to landline
communications

• Like, winners of a soccer world cup, gold coins,

watches and talk time under special scheme

• They are doubts about the profitability of theirs

segment
• It was believed overcome by building up a vast
customer

• The rental charges of cell one much lower than those

of any other player
 FINDINGS ALTERNATIVES
• To design new marketing strategies and pricing
strategy to expand their user

• Tie-up with a leading Indian private sector bank

• The company charged different rates for incoming and

outgoing calls and launched its regional roaming

• It is a youth brand
 EVALUATION OF ALTERNATIVE
• Because they provide better service in newer area and
bring about changes in pricing positioning and
advertising

• It is combination of customer benefit and technological

advancement

• Its about time slot for outgoing and incoming calls and
utilize roaming services in over 66 country across the
world

• Fresh and youthful image were chosen

 SELECTION OF BEST ALTERNATIVES
• Magic connection was very easy

• Valid only for specific period

• Company provided a grace period

• Free caller line

• Balance on screen

• Utilize the roaming services

• Different scheme

• Useful information
 STRENTH
• Early entrants in the industries
• Visible pre-paid cellular brand in the
country
• Design new marketing strategy
• Innovative move
• Flexible rate
• Stable position
 WEAKNESS
• Initially they charge high teriff rate

• Valid only for specific period

 OPPORTUNITIES
• Company provide grace period

• Earlier analyze estimate subscriber(4.5ml

2004 increase 25ml)

• Planning to launch service to new area

 THREATES
• Slow growth of cellular phone service

• Due to competition leads to price cuts

• Vast years of experience in Indian telecom

sector is BSNL