airline project final

8/3/2019 Airline Project Final

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INSTITUTE FOR INTEGRATED LEARNING INMANAGEMENT

GRADUATE SCHOOL OF MANAGEMENT

DOMESTIC AIRLINESFUDGE & BEWILDEREDCUSTOMERS

Submitted by: Submitted to:

Abhishek Swami Prof. Ajeet Sharma

Gaurav Yadav

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Ishu Mann

Madhav Uniyal

Nupur Roy

Rahul Goel

Rukhsar Julekha

Objective

To determine the present scenario of the five private airlines service

in India.

To study the approach of the general public toward these airline

services.

To study the growth and expansion of Domestic Airlines.

To study the structure and workings of Domestic Airlines.

To compare various Domestic Airlines.

To study the achievements of Domestic Airlines.

To know the important aspect of Domestic Airlines.

Scope

The betterment of the onboard services.

Providing affordable airfares.

Developing more airline destinations.

Methodology

Using statistical tools: Pie charts and Bar graphs.

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Using marketing mix methodology.

Using survey sheets: through hand distribution.

Using online survey: through email distribution..

A Brief Introduction of Airlines

GoAir Airlines

Established in June 2004, GoAir Airlines is a low-cost budget airline,

based in Mumbai. It has been showcased as The People's Airline. It is

promoted by Wadia Group, which has been at the forefront of industry in

India, for the past 116 years. GoAir Airlines is the brainchild of Jeh Wadia,

who is the Managing Director of GoAir.

IndiGo Airline

IndiGo is the latest entrant to the domestic civil aviation space in India.

Based in Gurgaon, Haryana, India, the low cost carrier took off its

inaugural flight from Delhi to Imphal (via Guwahat), on August 4, 2006.

InterGlobe Enterprises, a renowned travel corporation, is the owner of

IndiGo.

Jet Airways

Jet Airways is Indias premier private airline. Naresh Goyal is currently the

chairperson of Jet Airways, who is also the founder of the airline. It holds

the distinction of being the second largest airline in India, next to

Kingfisher. Jet Airways has won a number of awards in recognition of the

world-class standards of its service.

Kingfisher Airline

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Kingfisher Airlines is a private airline based in Bangalore, India.

Currently, it holds the status of India's largest domestic airline, providing

world-class facilities to its customers. Owned by Vijay Mallya of United

Beverages Group, Kingfisher Airlines started its operations on May 9,2005, with a fleet of 4 brand new Airbus - A320

SpiceJet Airlines

SpiceJet is a low-cost airline of India, headquartered in New Delhi. The

airline started its operations in May 2005, with an aim to become Indiasmost preferred low cost airline, by providing the lowest air fares and the

highest consumer value to the price sensitive consumers of the country.

The Market Research

Define the problem:

In this project we are making a research on which airline service is mostly

preferred by the Indian consumers. The airline services used for the survey

are:

Indian

Jet airways

Kingfisher

Spicejet

Indigo

Goair

Develop the research plan

Data Source: As researchers we collected the primary information by

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approaching the prospects of the sample directly.

Research approach: We have collected the primary data by doing survey

in Delhi and other NCR regions. Surveys are best suited for descriptive

research. We have done this survey to know the peoples knowledge,beliefs,preferences and satisfaction regarding their choice about the airline

services.

Research Instruments:The instruments used to analyze the samples

questionnaire. A questionnaire is consist of both open end and closed-end

question.the close end questions helps us to directly know the idea to the

point whereas the o pen end questions helps us to take suggestions and the

inner view points of the sample prospects in an elaborate manner.

Sampling plan:

1.Sampling unit: here the sample unit is consist of all those people who

travel by flight. It includes both business travelers as well as vacation

travelers.

2. Sample size: as we are making a survey over a small area and for a small

duration so our sample size is consist of only 30 prospects.3. Sampling procedures:To make the research we have selected a

convenience sample,the most accessible population members from Greater

Noida and Delhi.

Collect the Information:In this process of collecting the information we are distributing the

questionnaire among prospect present in the area of new delhi and its NCR

.

Analyze the information:In this method we have gone through each answered question and selected

the best option as the net outcome.the airline service in which people travel

the most are kingfisher

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After analysing the data collected yet,it has clearly shown in the previous

bar graph that Kingfisher has occupied the place in customers mind.

On the basis of affordability this pie chart shows about which airlineservice is most preferred:

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Present the findings:

In this report with the help of bar graphs and pie charts, we have showing

the preference of customer in Air service and also which airline is perfect

or we can say lies on the top of customer mind.After thet we have compare

the customer preferred airline with the airline which is on the top of the

market at present.

Make the decision:

After analyzing all the steps of market research, the last step is to makedecision that which airline is best according to the customer.Though

primary market research done by us shows that people prefer to use

kingfisher but the secondary data collected from website and other

magazines signifies that Jet Airways occupy the maximum percentage of

market share.

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PRESENT CONDITION OF MARKET

Market share

Current market share of Indian carriers in the domestic aviation market isshown below:

Jet Airways and Jet Lite 25.9%

Kingfisher Airlines 21.4%

NACIL 18.2%

IndiGo 15.7%

SpiceJet 12.6%GoAir 5.9%

Paramount Airways 0.3%

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THE 4 PS OF MARKETING

Product Mix

Giving a Feel For The Product Inside a Service Wrapper .

Consumers are demanding not products, or features of products but

the benefits they will be offered. The airline product includes of two types of services:

1. On the Ground Services.

2. In-Flight Services.

Price Mix

Premium pricing:- Use a high price where there is a uniqueness

about the product or service. Such high prices are charge for luxuries.

Cheap-value pricing:- This approach is used where external factors

such as recession or increased competition force companies to

provide 'value' products and services to retain sales.

APEX fares:- Apex or advance purchase fares are special fares valid

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on economy class on specified sectors. They are much lower than the

normal fares.

Place mix

Online 24-hour reservation Systems.

Tour Operator

Travel Agent

Promotion Mix

Advertising- keep in mind the image of the country,

tourist attraction, cultural heritage

Publicity- Travel agent, PRO, media people Sales promotion- Tour operators, frontline staff

People Mix

Reliability

Caring Attitude

Goodwill

Process mix

Reservation.

Flight Information.

Facilities at The Airport.

Baggage Handling.

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Meal Service.

Flight Entertainment.

Deliver Quality Service.

COMPARISION BETWEEN JET

AIRWAYS AND KINGFISHER

KINGFISHER JETAIRWAYS

Kingfisher is one of the latest

Airlines in INDIA.

Kingfisher acquired 46%

share in Air Deccan.

Domestic airlines poised to gointernational flights.

In a short span of 2 years its

market share has become 28%

including Air Deccan.

Personal in-flight

entertainment in every seat.

It was awarded the Best New

Airline Of the Year award.

Already have training academy

Kingfisher is one of only 6

airlines in the world to have a

5 star rating

from Skytrax, along withAsian Airlines, Malaysia

Jet Airways is the experienced

airline in INDIA.

Jet airways acquired Air

Sahara in 2006.

Jet Airways already has

domestic as well as

international flights.

Jet Airways has its market

share 31% including Air

Sahara.

Average entertainment services Jet Airways won Double

Honour Travel Trade Gazette

Travel award.

They are plan to start training

academy

They were the first Indian

airline to receive the WorldTravel Market Global Award,

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Airlines, Qatar Airways,

Singapore Airlines and Cathay

Pacific Airways.

the world's premier global

travel event in London

Air Transport World Award

2001 for Market Development

Advertising and Branding

Hoardings

Brand Ambassadors

Sponsorships

Event Organization

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CONCLUSION

After analysing all the data and facts & figures, we as a group

came to an conclusion that Kingfisher is leading in the customer

point of view but Jet Airways secure more market share and it

leads in present market. In all areas like advertising etc. Jet

airways holds its position. We have surveyed a sample size of 100

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people for the airline service which includes various areas like on

board service which further includes seating comfort, cleanliness

of toilets, magazine service and all that. Keeping these point in

mind general people choose Kingfisher as the best option and

according to market research it is clearly shown with the of bar

chart and pie chart in the previous pages that Jet Airways would be

the best option and has the largest network and market share.

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airline project final

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