Marketing Strategy For Indigo PDF
Marketing Strategy For Indigo PDF
Marketing Strategy For Indigo PDF
Mark@Inc.
Adding flight to your wings
Resonance
•Post flight evaluation Talkability &
•Perception of IndiGo Reinforcement
Enhance involvement by
Leading Global LCCs Analyzed improving brand talkability to
Current Positioning
fortify positioning
• On Time Insights 1 2 3
• Low Cost
• Hassle-free Next Step
• Courteous Entire consumer experience should Product &
resonate brand personality Promotion Strategy
Positioning Strategy– Aiming that spot in consumer’s mind
PRODUCT STRATEGY PROMOTION STRATEGY
Hong Kong,
North Asia
Guangzhou, Shanghai
South-East Bangkok, Singapore,
Asia Jakarta
See Appendix 1 for further details on each geography Favorability for IndiGo’s
next phase of growth Low High
Going global – designing the market strategy
Continue with LCC model
Gradually
Product
move to
orange
Europe sweet spot
Benefits by 2016
North Asia
Cost
3 China, Japan, Korea
2 Consumer segmentation is consistent across
S-E Asia geographies => keep the TG consistent as in
Promotion
Africa 1 India => Keep positioning & personality same
1 Indonesia, Malaysia,
Philippines Enter each market with the 3S communication
e.g. “Sheikh it Baby” campaign for Dubai
India Re-inforce low-cost, hassle-free and on-time
Middle-East as strong PoP; 3S as PoD
Dubai, Abu
Dhabi, Doha Hub-and-spoke model with a difference –
distance between hubs and India to be less
Place
Chronological order Order Year of entry Area Hub Other major cities than 8 hours (to keep only 1 aircraft size and 1
of entry based on: skill base to reduce costs)
1 2013 Middle-East Dubai Doha, Abu Dhabi New hubs to fuel growth post 2015-16
1.Growth sectors
2.Region growth 1 2013 South-East Asia Singapore Bangkok, Jakarta
3.Density of Indians Pricing to be based on regional sensitivities:
Price
2 2014/15 North Asia Guangzhou Hong Kong, Shanghai ATF prices, infrastructure, aviation
3 2015-16 East Europe Istanbul West Europe penetration, LCC penetration
Appendix 1
Analysis of geographies for future growth – sample analysis
Macro-economic trends Future plans Industry trends LCC market Proposed airports
(growth, industry, aviation (geographic (competitive landscape, (players, competitor (Growth sectors &
sector, ease of doing expansion, aircraft costs, new sectors) moves) their distances upon
business, ATF prices) deliveries) entering)
Strong state protectionism Aircraft delivery peaking Downfall of SAA, power base Currently untested Addiis Ababa
AFRICA
Poor safety records in 2013, negligible by Power shifting to East Africa Fastjet trying to make a Nairobi
High taxes 2017 Next growth in China-Africa pan-Africa LCC network Cairo
Under-developed infra Growth in traffic post from Nairobi, Addis Ababa Ryanair set base in Morocco
Strong recovery in Libya Biggest hurdles – cost, Morocco
7 of 10 highest growth regulatory pressures
economies present in Africa
19% rise in ATF costs Aircraft delivery strong 2012 - year of bankruptcies High penetration (30%) Istanbul
EUROPE
Slim growth forecasts till 2022 Healthy growth rate of 8% NAS ordered 321 planes
Emissions trading scheme Expansion likely to East Turkey-Africa showing by 2022, launching long-
Africa growth hauls to NY and London
Big 3 airlines starting LCCs
Easyjet operating in 49 out
of top 100 market pairs