marketing planning, aviation industry
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8/4/2019 Marketing Planning, Aviation Industry
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4/14/12
Marketing Strategies of IndianAviation Companies
Special Reference: IndiGo Airlines
Group 3
11P131 Ashwini Kumar Pathak
11P132 B Goutam Kumar
11P133 Deepak Bansal11P134 Dipesh Kaien
11P135 Divya Shruthi Mantena
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Introduction to IndianAviation Industry
• Liberalization of economy along withderegulation policy induced a boomin the Indian Aviation Industry
• In 2006, the private carriersaccounted for around 75% share of the domestic aviation market.
• There are 15 scheduled operator’spermit holders including two regionalones and two in the cargo category,
with 419 aircraft endorsed on their
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Introduction to IndianAviation Industry
• Indian aviation industry is the 9thlargest in the world
•
It is the fastest growing in the worldand has tripled in the last 5 years
• The Indian commercial aerospace
market is estimated to absorb about1,100 commercial jets worth US$ 130billion over the next 20 years
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SWOT Analysis of AviationIndustry
STRENGTH WEAKNESS
Economic GrowthLiberal and Investor FriendlyEnvironment
Political Stability
High Fuel CostNeed of Skilled ResourcesHigh Cost Infrastructure
Lack of Connectivity of Tier II and Tier III CitiesAirports at long distances fromresidential area
OPPORTUNITY THREAT
Under-penetrated MarketCapturing the Railways marketUntapped Air Cargo MarketIncreasing Purchasing PowerGrowing Tourism
Shortage of trained PilotsVolatile Oil market
Terrorist Attacks
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PEST Analysis
Political Analysis
•
Liberalization of the Sector• Excise Duty and Sales Tax on Aviation Turbine Fuel
• Modernization of Airports
• Interface form Other Agencies
•
Entry Barriers for New Players
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PEST Analysis
Economic Analysis
•
Contribution to Economy
• Rising Fuel Costs
• Investments in the Sector
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PEST Analysis
Social Analysis
• Developments in Airport Cities
•
Employment Opportunities
•
Ensuring a Level Playing Field
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PEST Analysis
Technological Analysis
•
Growth of Electronic Ticketing
• Satellite based Navigation Systems
• Technical Cooperation with EU
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Differential Strategies
• IndiGo : On time performanceguaranteed!! Even at low fares!!
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Differential Strategies
• Spicejet : No Frill plain vanilla airtravel at cheapest rates
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Differential Strategies
• KingFisher : Value added services likesnacks at Low Cost Carrier fares
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Introduction To IndiGoAirlines
• IndiGo is the fastest growing airline in thecountry. Flown over 32 million passengerson over 223000 flights in the last 5 years
•
Current market share grown up to 19.6 percent, since launch with the fleet of 42 A-320 aircraft.
•
IndiGo’s revenue increased by 35% toRs.2664.5 crore for FY10 and managed togrow its net profit by more than five timesto Rs.550 crore for the same period
•
Has ordered 180 Airbus-320 aircraft for
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Introduction To IndiGoAirlines
International Flights
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Introduction To IndiGoAirlines
• Best Overall Performer at theAssocham Civil Aviation
•
Indy’s Award for the Best DomesticAirline, Feb 2011ion CentenaryAwards, May 2011
• Best Low Cost Airline Service byIndian Travel Mart Awards,
• IndiGo’s On-Time Performance hasbeen 94.6 per cent (April 2011) -best in the Industr Au ust 2010
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Project Objectives
• To analyse the marketing strategiesof civil aviation service companies inIndia from the perspective of IndiGo
Airlines• To analyse customer behaviour and
preferences with regard to the
airlines• To analyse consumer response to
pre-flight, in-flight and post-flight
services provided by airlines and
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Pricing Strategy
• Rise in fuel prices
• New Technologies
•
Route selections and Destination
MAXIMUM AIRCRAFT UTILIZATION
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Online Booking and Features
Online booking
• Airline Websites
•
3rd Party Websites
Features
• Travel Insurance
• Frequent Flier Program
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Advertisement
• “On Time” Campaign
• “Design for the Indian Traveler”Campaign
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Statistical Analysis• Hypothesis
•
• H1: Students and Working professionals have different considerations whilechoosing an airline.
• H2: Different age groups will have different considerations while choosing anairline.
• H3: Different income groups will have different considerations whilechoosing an airline.
• H4: The distance of airport from your place of travel will have a significantimpact on the customers preference for different pre-flight and post-flightservices proposed.
• H5: The distance of airport from your place of travel will have a significantimpact on the mode of travel adopted.
• H6: The frequency of travel has a significant impact on how sensitive thecustomer is to the services being offered and hence customer’s loyaltytowards the airline.
• H7: Pricing strategies of different airlines has a significant impact on the’
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Conclusions•
High preference to pre and postflight services of pick-up & dropfacilities, check-in assistance
•
Wake-up call preferred by morepercentage of professionals ascompared to students.
•
Attribute most associated to IndiGobrand is Punctuality and CostEffectiveness
•
As a brand IndiGo should
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Limitations
NO PUBLICLISTING
LIMITEDSAMPLESPACE
RESTRICTEDFOCUSSED
GROUP
DISCUSSIONS
RESTRICTEDAGE GROUP
ONLY INDIANCUSTOMER
BASE
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Implications of Project
EFFECTIVENESSOF EXISTINGSTRATEGIES
ATTEMPT TO
CREATE A NEWSEGMENT
INSIGHT INTOCONSUMER
PREFERENCESBRAND VALUEASSOCIATIONS
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