Service Marketing

PRESENTED TO:-Dr. Mukesh Porwal

PRESENTED BY:-Goutam ChoudharyDivyaprakash Mishra

GROUP-1

Industry TelecommunicationsFounded In 1999 Founded By Chinnakannan

Headquarters Chennai, Tamilnadu, India

Products Mobile telephony, Wireless broadband services

Revenue US$ 1.159 billion (2012)Parent Maxis Communications (74%)

Website aircel.com

• Aircel group is a joint venture between Maxis Communications Berhad of Malaysia and Apollo Hospital Enterprise of India

• Maxis holds a majority stake of 74%• Aircel commenced operations in 1999 and has gained a foothold of in 18 circles : Chennai, North East, Assam,

Orissa, Bihar, Jammu & Kashmir, Andhra Pradesh, Karnataka, Delhi, UP, Maharashtra and Goa and Mumbai• It has recently gained an allocation of additional spectrum by the dept. of telecom for 13 new circles• The Company has around 20 million customers in the country

AIRCEL CONTRIBUTION IN GDP AT GLOBAL LEVELAND INDIA

Aircel is India’s fifth largest and fastest growing GSM mobile service provider with a subscriber base of 65.1 million.GDP contribution to 8% regarding partnership with ASKME.

 Aircel is a pan India operator with a presence across 23 circles.

Aircel is one of the most influential mobile service provider in India. ASKME indulge partnership with Aircel for pay per lead of billing system. Currently SMEs (small and medium enterprises) increased to Forty eight million (48), the economy GDP contributed to eight percent (8%).

Aircel enters into strategic partnership with ASKME to empower SME segment In India, there are over 48 million SMEs, contributing 8 percent to economy’s GDP; proving to be a segment with huge market potential.

Aircel launches 3G service in Arunachal Pradesh, Itanagar and Naharlagun which the customers can avail on their mobile phones or via Aircel 3G dongles.

Aircel announces free mobile radio service ,Thursday, 07 August 2014 03:27 PM

Telecom operator Aircel on Thursday announced to offer free mobile radio service using which customers can listen song of their choice anytime.

JOB OPPERTUNITIES AIRCEL FOR NEXT 5 YEARS

Aircel - Zonal Business Head (12-15 yrs)

Customer Care Executives For Telecom Process (Voice)In NOIDA& NCR Region.

Customer Care Executives For Telecom Process (Voice).

Aircel inbound process call center. Aircel call center hiring 12th pass candidates.

sr Manager For Area Telecom job.

Electrical/ Electronics/ IT Jobs in Telecom.

Telecom ,Telecom Engineer ,Rf Engineer ,Bts Engineer.

COMPETITORS

Competitors of Aircel :-Aircel is the fifth largest carrier in India. Its competitors are (in order of customer totals):

* Reliance Communications* Airtel* Vodafone Essar* BSNL* Idea Cellular* Tata Teleservices* Mts India

Product Offerings

• Postpaid mobile connection• Prepaid mobile connection• Recharge vouchers• Value added services• Broadband connection

Extra Data Offer:- Now get 50 % more Data on Selected packs. Limited period offer available on Etopup & USSD mode only. Offer Start Date: 05-August-2014

Introducing ISD calls at local rates:-now only dial 54444,and enjoy ISD calls at LOCAL RATES without any rate cutter.

Be early bird:-

Get free Aircel 3G or 2G data with new mobile phones :Snapdeal Offer

Aircel mobile money

New Product strateg

Automatic Number retention scheme (for prepaid):

services to the SIM card will be discontinued if there is no activity.

Price& pricing strategy• Aggressive

Pricing strategies

• Flexible Pricing mechanism

2. Data plans

Recharge

Free Data Limit Validity Speed Available On

7 8MB 1 day Upto1.8 Mbps Prepaid92 200MB 30 days Upto3.6 Mbps Prepaid+Postpaid

203 500MB 30 days Upto3.6 Mbps Prepaid+Postpaid602 2GB 30 days Upto3.6 Mbps Prepaid+Postpaid

1250 10GB 30 days Upto7.2 Mbps Prepaid+PostpaidPostpaid Mobile bundle Plans

Recharge Free Data Limit Voice SMS Validity Speed Available On

Local A2A

(Mins)

STD(Mins)

(L+N)

132 75 MB 100 50 100 30 days Upto3.6 Mbps Prepaid252 150MB 200 100 250 30 days Upto3.6 Mbps Prepaid502 350MB 400 200 400 30 days Upto3.6 Mbps Prepaid

Prepaid Mobile bundle Plans

Recharge

Free Data Limit Voice SMS Validity Speed Available On

Local(Mins)

STD(Mins)

(L+N)

132 75 MB 50 50 100 30 days Upto3.6 Mbps Postpaid252 150MB 100 100 250 30 days Upto3.6 Mbps Postpaid502 350MB 200 200 400 30 days Upto3.6 Mbps Postpaid

PLACE• Aircel is operating in 23 telecom circles• Aircel Customer care Stores, distributors like: general

stores,chemists,etc

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.

PROMOTIONAL STRATEGY

• OUT OF HOME ADVERTISING (OOH)• CAUSE RELATED MARKETING• TELEVISION AND PRINT ADVERTISING• INTERNET AND MOBILE ADVERTISING• ADVERTISING WITH CSR

CORE PRODUCTSIM CARD OF

AIRCELBetter network

Aircel pocket internet

Aircel pocket apps

My Aircel

Plan-149, free 500Min, 300SMS, Min-3 connection CUG Free in corporate Connection,

Plan-249, free 750Min,

500SMS, Min-5 connection

CUG Free in corporate

Connection,

Plan-499, free 1000Min,

2500SMS, 2GB Net, Min-5

connection CUG Free in

corporate Connection,

6 gb Data pack, enjoy facebook free for 2

month

Aircel internet 4 GB plan ab jitna caho utne

diler tune aur gaane sunao

FLOWER OF SERVICES FOR AIRCEL

Third PhaseDesign of Blue Print of Aircel

The blueprint is a technique used for service innovation , but has also found application in diagnosing problems With operational efficiency and can be used to conceptualizing structural change.

Contents:• Customer Action• Front stage • Backstage• Support Process• Physical Evidence

Blueprint:-

Aircel Blue print

Aircel Physical Evidence

Dress color of staff members

(Red Color)Aircel Logo Banner Air condition in aircel service

center and showroom

Customer action

Purchase of sim card

Selecting prepaid and post paid

option

Selection of plan 2G and 3G

Activation of sim card

Ask for Recharge option

PaymentStage

1

Line ofInteraction with Retailer face to face Shopkeeper Or

Retailer

Call of varifacation form

call center

Front Stage

Phone contracts

Aircel My Service

Back Stage

Line of

VisibilitySim card No

Usd code no on voucher *123#

Activities need to happen in order for service to be delivered Contact details, address conformed by service provider

Back

st

age

Internet plans, local call rates, limited &

unlimited

Entry in dextop , like cont.details and other details by backstage staff

Failure of Plans Of Aircel

• Un availability of services• Network Problem• Unavailability of recharge vouchers• Very expensive data plans• send sms diverted to unknown number• balance deduction• online recharge cheat• Activating internet pack• Deduction of balance for no reason.• Balance deducted without information.• Illegal Balance duduction of Rs.130/-• Aircel: 3G/2G data not getting recharged• REGARDING DEACTIVATE 3G• Mobile number disconnected• Bad Signal Reception in Certain Areas of the City

Backup plan of Aircel:-

• Better availability of services• Perfect good network• Short out all the issues of customers and give them assurance• Availability of recharge coupons in all shop.• Increase data plan.• Lower rate data plans.• Fast customer care services.