7P’s OF SERVICES MARKETING MIX

WITH REFERENCE TOAIRCEL

BY:OJAS AGGARWAL (IMBA/4550/11)

SAKSHAM BHADOURIA (IMBA/4583/11)

The Aircel Group is a result of alliance between Maxis Communications Berhad of Malaysia (74% equity) and Sindya Securities & Investments Private Limited (26% equity).

Aircel was founded in the year 1999. Its headquarters is in chennai, India. Mr. Sandip Das is the CEO of the company. It is India’s 5th largest telecommunication

service provider with around 65 million subscriber.

INTRODUCTION

7 P’s OF SERVICES MARKETING MIX

Aircel prepaid Aircel Postpaid Aircel 3G Value added Services

I. Aircel Pocket InternetII. Aircel Pocket AppsIII. My AircelIV. Subscription ServicesV. Pocket LearningVI. Job Alerts

PRODUCT

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.

PRICE

Through Television, Print, Internet, Radio, etc.

It uses 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 sponsor for Chennai Open ( the only Tennis tournament in India), and Professional Golf tour of India.

PROMOTION

Aircel is operating in 23 telecom circles. Aircel customer care stores, distributors like

general stores, etc. Aircel has multiple and convenient store

locations throughout the country. They provide sales and support through one of the largest and most extensive networks of stores.

PLACE

Process for services is very easy and customers can avail it very easily.

Go to Aircel store/Website Choose a service Pay the appropriate fees Take the respective service Avail the facilities

PROCESS

Sim Cards Bills Before and after sale documents

PHYSICAL EVIDENCE

Management Employees Customers and Customer Service

PEOPLE

Employability :- Provide sustainable opportunities for

underprivileged youth by skilling them in skills suited to the markets.

Some of the skills taught are basic sales techniques, customer relationships, hospitality, etc.

Post skilling youth are able to secure for themselves sustainable livelihood opportunities.

SERVICES TO SOCIETY

Education:- They run computer learning centres for

children from underprivileged backgrounds. Children and youths are taught the

microsoft ULIP curriculum that induces both basic and intermediate curriculum.

This project is run in with partnership with various NGO’s in schools and NGO shelters.

Environment:-  ‘Save Our Tigers' is a cause related

campaign started by Aircel during the latter part of 2008 with an aim to create mass awareness on the plight of this magnificent beast and rally efforts to save it.

THANK YOU..!