BY : ATIQ KARTHIK MOHAN

Type Industry Founded Headquarters Key people

Joint Venture Telecommunications 1999 Chennai, Tamil Nadu, India Sandip Das, CEO Gurdeep Singh, COO Pragas Pathy Mobile telephony, Wireless broadband services Maxis Communications (74%) aircel.com

Products Parent Website

 Aircel group:
 Is an Indian mobile network operator headquartered in Chennai, Tamil Nadu, that provides wireless voice, messaging and data services in India.  It is a joint venture between Maxis Communications Berhad of Malaysia and Sindya Securities & Investments Private Limited.

 It is India s fifth largest GSM mobile service provider .  Seventh largest mobile service provider (both GSM and CDMA).  A subscriber base of over 51.83 million, as of January 31, 2011.

 Aircel commenced operations in 1999 and today the leading mobile operator in Tamil Nadu, Assam, North- East and Chennai.

 Aircel has also obtained permission from Department of Telecommunications (DoT) to provide International Long Distance(ILD) and National Long Distance (NLD) telephony services.  It also has the largest service in Tamil Nadu.

 Aircel commenced operations in 1999 and has gained a foothold in 18 circles: a) Chennai i) Himachal Pradesh b) Tamil Nadu, j) West Bengal c) Assam, k) Kolkata d) North East, l) Kerala e) Orissa,,,,, m) Andhra Pradesh, f) UP (West), n) Karnataka, g) UP (East), o) Bihar, h) Jammu and Kashmir, p) Maharashtra and Goa and Mumbai.

 It has recently gained an allocation of additional spectrum by the Department of Telecom for 13 new circles across India.

3g and BWA:
Aircel paid 6499.46 crores for spectrum in 13 circles.  BWA Aircel paid 3438.01 crores for spectrum in 8 circles.

 Competitors of Aircel :
*Reliance Communications * Airtel * Vodafone Essar * BSNL * Idea Cellular * Tata Teleservices * Mts India

Its competitors are (in order of customer totals)

 Products of Aircel :

1.Prepaid a)Start-up Kit b)Fun-do Pack c)Ratecutter d)Recharge Vouchers e)E Recharge 3.Pocket Internet

2 .Postpaid a)Double Benefit 100 Plan b)Double Plus 250 Plan c)Double Plus 450 Plan d)Plan 125

 Aircel Business Solutions :

 Aircel Business Solutions (ABS), part of Aircel, is an ISO 9000 certified company.  ABS is a registered member of WiMAX forum both in the Indian and International Chapters.  ABS product range includes enterprise solutions such as Multiprotocol Label Switching Virtual Private Networks(MPLS VPNs), Voice over Internet Protocol(VoIP) and Managed Video Services on wireless platform including WiMAX.

Brand Value
Brand defined by (core value)  Simple-Signifies freedom from hardship, effort or confusion  Creative-Discovery of new ideas or concepts to find innovative solutions to your problems  Trustworthy-Being dependable, reliable and by keeping the promises which they have made

Target Audience  Youth  Low income group  Middle Class

Sponsorships :
 Aircel is one of the sponsors of the Indian PremierLeague Cricket 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.  Aircel has partnered with major fashion shows of the country such as Lakm Fashion Week and Delhi Couture Week.

Innonative marketing strategy

 Aircel wanted communication to have shock value, disruptive(An innovation that creates a new market by applying a different set of values, which ultimately (and unexpectedly) overtakes an existing market. E.g,the lower priced Ford Model T) and differentiation.  How Aircel created a niche in the competitive marketing? a)By adapting Disruption as the core of marketing strategy and. b)By using Different media with customized approach.  Aircel has focused on Innovation as its branding strategy

Awards and Achievements

 Excellence in Marketing of New Telecom Service - CMAI Infocom National Telecom Award 2009. Top 10 Marketers in 2009 -Business Today. NASSCOM CNBC IT User Award 2009 Telecom category.

  

Brand Leadership Award - World Brand Congress Conference 2009.

 Market share 9% planning to increase it to 13% in 8years.

 Strengths >
 Good customer care service.  Internet service.  Recharge margins.  Liberelisation effort by government.

Weakness >
 Late entry in the market.
 Less brand visibility.  Less network tower.

 Opportunities >
 Gather larger markets.  Inclination of people towards gsm.  3g and 4g telecom service

Threats >
 Partially on the part of government.
 Declining average revenue per user.  content piracy

 Future 1. 2.

of Aircel :

Aircel has plans to invest $3 billion in the next 3 years for becoming a pan-India operator. In the next 6-9 months, the company will launch operations in rest of Maharashtra, Goa, Gujarat, Madhya Pradesh, Rajasthan and Haryana As a part of its strategy to promote the Aircel brand more. The company plans to have 15,000 recharge outlets in the city. It is in the process of co-developing a special handset for senior citizens. This will only have four buttons; one each for the doctor and police with two for calling two relatives. Aggressive retentive advertising

3. 4. 5.

 BRAND AMBASSADOR :
1. Ms dhoni

Thank you