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.