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Aircel goa distribution study


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Study of the Aircel Distribution Network in Goa

Study of the Aircel Distribution Network in Goa

Published in: Marketing, Business, Travel

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  • 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 • • • • • • 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 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 • • • • • • Mr. Pinak Bhowmick-Ex Marketing head Aircel Mr. Sahil- Sales head Aircel Goa