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Marketing mix of Aircel surf excel

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  • 1. 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)
  • 2. PRODUCT •Aircel prepaid •Aircel Postpaid •Aircel 3G •Value Added Services • Aircel PocketInternet • Aircel PocketApps • My Aircel • Subscription Services
  • 3. 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
  • 4. 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.
  • 5. PLACE •Aircel is operating in 23 telecom circles •Aircel Customer care Stores, distributors like: general stores,chemists,etc
  • 6. PROCESS •Process for services is very easy and customers can avail it very easily. Go to Aircel Store Choose a service Pay the appropriate fees Take the respective service Avail the facilities Give the feedback •121 is the Aircel’s IVR number which can be dialed from anywhere in India.
  • 7. PHYSICAL EVIDENCE •Sim Cards •Bills •Before and after sale documents
  • 8. PEOPLE •Management •Employees •Customer Service
  • 9. 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.
  • 10. • 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
  • 11. • 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.
  • 12. PRICE Surf Excel products price ranges from Rs10 to Rs700
  • 13. PROMOTION •Brand Philosophy: Stains make our world better. Stains are good •The tag line of Surf Excel is “Dirt Is Good”(Daag Ache Hain).
  • 14. • Surf Excel have launched the ‘Back to School’ campaign. More than 160 NGOs from across India are part of this campaign.
  • 15. 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.

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