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 )

PRODUCT MIXAircel provides its customers with the following products

• Prepaid Services

• Postpaid services

• Data plans: 2G / 3G Services

• Associate Partners (

• Value Added Services(VAS)

• Wireless broadband

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

3G distribution in India

Aircel paid 6499.46 crores for

are Andhra Pradesh, Assam

Pradesh & Chhattisgarh

& Uttarakhand and West B

Broadband wireless access distribution in India:

Aircel paid 3438.01 crores for spectrum in 8 circles, the second highest wins overall

Reliance Communications. The circles it has won spectrum are

Pradesh, Assam, 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

Mobile distribution uses m

Retail network in India

Aircel has 3 modes of distributing its products and services to the retail

1. Corporate network

• Distribution

operated (COCO) stores

• Distribution via service centres

• Distribution via company owned website

2. Contractual Network

• Distribution

• 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

products and services

• Some

blackberry

• The iPhone 3 was launched by Aircel and Airtel in India

• It has an exclusive tie

3G distribution in India:

6499.46 crores for 3G spectrum in 13 circles - The circles it will provide 3G in

Assam, Bihar, Jammu & Kashmir, Karnataka, Kerala

Chhattisgarh, North East, Orissa Punjab, Tamil Nadu, Uttar Pradesh

West Bengal.

Broadband wireless access distribution in India:

3438.01 crores for spectrum in 8 circles, the second highest wins overall

Reliance Communications. The circles it has won spectrum are Andhra

Bihar, Jammu & Kashmir, North East, Orissa, Tamil Nadu

It also has 3G spectrum in all these circles.

DISTRIBUTION NETWORK IN INDIA

3 modes of distribution

Online distribution

Retail distribution

Mobile distribution

it consists of 2 types, direct and indirect distribution

uses m-commerce for distribution of its various value added services

Retail network in India

Aircel has 3 modes of distributing its products and services to the retail

Corporate network

stribution and customer service via Company owned company

operated (COCO) stores

Distribution via service centres

Distribution via company owned website

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

rcel associates with various brands to promote and push sales of its

products and services

me of the brands it has associated with are iPhone, Samsung , Nokia,

blackberry

The iPhone 3 was launched by Aircel and Airtel in India

It has an exclusive tie-up with Samsung across Samsung

The circles it will provide 3G in

Kerala, Kolkata, Madhya

Uttar Pradesh(East)

3438.01 crores for spectrum in 8 circles, the second highest wins overall - after

Andhra

Tamil Nadu and West

distribution

commerce for distribution of its various value added services

Aircel has 3 modes of distributing its products and services to the retail network namely

via Company owned company

prepaid services via distributors

Every region has multiple distributors depending on the size of the

rcel associates with various brands to promote and push sales of its

of the brands it has associated with are iPhone, Samsung , Nokia,

The iPhone 3 was launched by Aircel and Airtel in India

Samsung stores

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)

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

• www.aircel.com

• http://www.medianama.com/2010/05/223-3g-auction-india-ends-

provisional-winners/

• http://www.medianama.com/2010/06/223-indias-broadband-wireless-

auction-ends-operator-circlewise-results/

• http://en.wikipedia.org/wiki/Aircel