Promotional mix is the specific methods which are used by the companies to promote their products and make customer aware about their businesses. Promotional mix is also known by communication mix. There are many methods which are used in promotional mix these are advertising, personal selling, direct marketing, sales promotion, discounts, public relations and event sponsorship. Every method has its own merits and demerits. Companies are very specific and careful during selecting the right promotional strategy for their product. A wrong selection can completely destroy the image of company and at the same time ruined the sale of the product.

Telecom sector is a service industry which has its own characteristics such as intangible, inseparable, heterogeneous, perishable. The customer base is also different. Some customer resides in urban areas and some are in remote areas. The requirements of customers are also vary from each other. Some of them prefer pre-paid plan other prefer post-paid plan. For some customers calling is important and for others value added service are the attraction points. Some of them prefer low tariff plan on the other hand some customers give preference to good network coverage.In such case telecom companies take extra care while selecting promotional mix for their services. These companies offer various products to their customers and one promotional activity is not fit for every product and to a large customer base. Most of the telecom companies use advertising, personal selling and direct marketing promotional strategies.Telecom sector is highly competitive so companies try to attract customers through various offers, discount and other methods of sales promotions. Some companies try to make their presence in the market through event sponsorship also.Due to high level competition in telecom industry companies try to attract and retain the customers. The selection of brand ambassador is equally important for the telecom companies. Customers are highly influence by these people and try to connect with them. A wrong selection can decrease the market share of the company.  As the mobile number portability (MNP) facility is also available, it’s easy to switch the telecom operator for unsatisfied customers. Companies should be proactive rather than reactive.

KEYWORDS: Promotional Strategy, Intangible, Remote Area, Low Tariff, Mobile Number Portability.