Aircel is a joint venture between Maxis Communications of Malaysia and Sindya Securities of India. It operates mobile networks in several Indian states and is among the top 5 GSM and top 7 overall mobile service providers in India. Aircel offers prepaid and postpaid plans, 2G/3G data, value-added services, and wireless broadband. In Goa, Aircel's distribution network includes a head office, service centers, distributors who sell prepaid services, and associations with brands, though some key associations are not yet active in Goa.
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Aircel goa distribution study
1. DISTRIBUTION NETWORK OF AIRCEL
Project in Marketing Management by
FLOYD TAVARES
SECTION C
2011146
Introduction
The Aircel group is a joint venture between Maxis Communications Berhad of
Malaysia and Sindya Securities & Investments Private Limited, whose current
shareholders are the Reddy family of Apollo Hospitals Group of India, with Maxis
Communications holding a majority stake of 74.
Aircel commenced operations in 1999 and is today the leading mobile operator in
Tamil Nadu, Assam, North- East and Chennai.
It is India’s fifth largest GSM mobile service provider & seventh largest mobile
service provider (both GSM and CDMA.
AIRCEL: POD
• Aircel introduced the innovative Pocket Internet cards for Free GPRS service for
1day/3days/7days/30days
• Aircel was the first to introduce Online service to subscribe and manage Dialer tunes
• It is the first in country to introduce SMS bank/Phone Book/Reminder/Talking SMS
• Aircel is known for its value added services and application (VAS )
2. PRODUCT MIX
Aircel provides its customers with the following products
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Prepaid Services
Postpaid services
Data plans: 2G / 3G Services
Associate Partners (
(Handsets)
Value Added Services(VAS)
Wireless broadband
3. 3G distribution in India
India:
Aircel paid 6499.46 crores for 3G spectrum in 13 circles - The circles it will provide 3G in
are Andhra Pradesh, Assam Bihar, Jammu & Kashmir, Karnataka, Kerala Kolkata, Madhya
Assam,
Kerala,
Pradesh & Chhattisgarh North East, Orissa Punjab, Tamil Nadu, Uttar Pradesh
Chhattisgarh,
Pradesh(East)
& Uttarakhand and West B
Bengal.
Broadband wireless access distribution in India:
Aircel paid 3438.01 crores for spectrum in 8 circles, the second highest wins overall - after
Reliance Communications. The circles it has won spectrum are Andhra
Pradesh, Assam, Bihar Jammu & Kashmir, North East, Orissa, Tamil Nadu and West
Bihar,
Bengal. It also has 3G spectrum in all these circles.
DISTRIBUTION NETWORK IN INDIA
Aircel follows 3 modes of distribution
1. Online distribution
2. Retail distribution
3. Mobile distribution
Online Distribution: it consists of 2 types, direct and indirect distribution
Mobile distribution uses m commerce for distribution of its various value added services
m-commerce
Retail network in India
Aircel has 3 modes of distributing its products and services to the retail network namely
1. Corporate network
• Distribution and customer service via Company owned company
stribution
operated (COCO) stores
• Distribution via service centres
• Distribution via company owned website
2. Contractual Network
• Distribution primarily of prepaid services via distributors
• Every region has multiple distributors depending on the size of the
location
• Distribution via websites like freecharge.in
3. Associations
• Aircel associates with various brands to promote and push sales of its
rcel
products and services
• Some of the brands it has associated with are iPhone, Samsung , Nokia,
me
blackberry
• The iPhone 3 was launched by Aircel and Airtel in India
• It has an exclusive tie
tie-up with Samsung across Samsung stores
4. DISTRIBUTION IN GOA
Aircel has its head office situated in Gera Imperium at Panaji. The head office services as
a one stop shop for its customers. In Goa similarly the various modes of distribution are:
1. Corporate network:
• Post paid services: Direct distribution of postpaid services through the
head office only
• Although payments for postpaid services can be done online
• Corporate office runs service centres that provide customers with a
mode of enquiry and service
• Although nationally company runs COCO stores, in Goa the COCO stores
should be opening soon
Postpaid team at the head office in Panaji consists of
i. 1 manager
ii. 2 supervisors
iii. 4 sales executives
They also are responsible for direct selling to the corporate
Service Centres: One stop shops that do not qualify as COCO stores are called Service
centres . In Goa the company runs service centres at the following locations
• Vasco
• Margao
• Ponda
• Mapusa
2. Contractual network:
• Contracts are setup between distributors wh responsible for reaching the
product and services to the population
• Distributors are primarily responsible for distribution of prepaid services
Goa has 6 distributors
1. Ponda- Bramanand agencies
2. Margao- Balaji enterprises
3. Panaji- Krishnaruk agencies
4. Bicholim- Shaik Enterprises
5. Siolim- Anita enterprises
6. Vasco – Rajmehkul distributors
• Distributors generally have two types of staff
1. Collection agent
2. Feet on street (FOS)
5. 3. ASSOCIATIONS:
• Goa is yet to market some of their key associations in a big way
• Apple iPhone 3 was launched nationally at various COCO stores but Goa
missed out on the same since it does not have its own COCO store
• Blackberry services are not yet available in Goa
• Another major association with Samsung mobiles is missing in Goa since
Samsung does not have its exclusive store
REFERENCES
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Mr. Pinak Bhowmick-Ex Marketing head Aircel
Mr. Sahil- Sales head Aircel Goa
www.aircel.com
http://www.medianama.com/2010/05/223-3g-auction-india-endsprovisional-winners/
http://www.medianama.com/2010/06/223-indias-broadband-wirelessauction-ends-operator-circlewise-results/
http://en.wikipedia.org/wiki/Aircel