Aircel Marketing Mix

• Name : AIRCEL Group• Type : Joint venture between Maxis

Communications Berhad of Malaysia and Sindya Securities & Investments Pvt Ltd

• Industry : Telecommunications• Founded : 1999• Headquarters : Chennai,India• Key People : Sandip Das, CEO• India’s 5th largest GSM Service provider with

64.88 mn subscribers. (Source: COAI, June 2012)

PRODUCT •Aircel prepaid•Aircel Postpaid•Aircel 3G•Value Added Services• Aircel PocketInternet• Aircel PocketApps • My Aircel• Subscription Services

PRICE

•Aggressive Pricing strategies

•Flexible Pricing mechanism

•Unlimited 3G now starts at Rs 8

•Aircel Chillax Packs

•105% plus talk time for recharges above Rs.250

PROMOTION

•TV, Print, Internet and radio

•It used celebrity endorsement as well as cause-related marketing.

•Aircel is one of the sponsors of the IPL Team Chennai Super Kings. It is also the major sponsors for Chennai Open (the only ATP tennis tournament in India), and Professional Golf Tour of India.

PLACE

•Aircel is operating in 23 telecom circles

•Aircel Customer care Stores, distributors like: general stores,chemists,etc

PROCESS

•Process for services is very easy and customers can avail it very easily.Go to Aircel StoreChoose a servicePay the appropriate feesTake the respective serviceAvail the facilitiesGive the feedback

•121 is the Aircel’s IVR number which can be dialed from anywhere in India.

PHYSICAL EVIDENCE

•Sim Cards

•Bills

•Before and after sale documents

PEOPLE

•Management

•Employees

•Customer Service

Marketing Mix

PRODUCT

• Launched in 1959.

• One of the oldest detergent powders in India.

• Surf Excel products include Surf Excel Matic, a detergent powder designed specially for washing machines as it has a low lather formula.

• Surf Excel Quickwash is a product that

saves up to 2 buckets of water.

• Surf Excel Blue is used for Fabric and

Colour Care.

• Surf Excel also has some specialist products like Gentle Wash, a liquid detergent, and Surf Excel Bar, a nil mineral detergent bar

• Surf excel Quickwash, Blue are available in the

following packs.

4000g,3000g,1000g,750g,500g,200g(refill).

• Surf excel Bar is available in the following pack.

400g,250g,200g,125g,100g,75g.

PRICE

Surf Excel products price ranges from Rs10 to Rs700

PROMOTION

•Brand Philosophy: Stains make our world better. Stains are good

•The tag line of Surf Excel is “Dirt Is Good”(Daag Ache Hain).

• Surf Excel have launched the ‘Back to School’ campaign. More than 160 NGOs from across India are part of this campaign.

PLACE

HUL distribution network – key strength

•Direct coverage in over 2 million retail outlets

•Its products are available in over 6.4 million outlets in the country.