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Airline Industry Marketing
Airline Industry Marketing
CREW MEMBERS
Its not about simply reaching about to customers with the right service. But, its also about creating that right desire to possess service.
Market Share. The market shares of the Major Airlines (First quarter2009) are as given in the pie chart below:
ENABLING PROMISES
MAKING PROMISES
CUSTOMER
PRODUCT
PRICE
PLACE
PROMOTION
PEOPLE
PROCESS
PHYSICAL EVIDENCE
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 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
People Mix
Reliability
Caring Attitude
Goodwill
Process mix
Reservation.
Flight Information. Facilities at The Airport. Baggage Handling. Meal Service. Flight Entertainment. Deliver Quality Service
PHYSICAL EVIDENCE
On the ground:
Booking offices or ticket counters. Paperwork.
Tickets.
Ambience.
6.
7. 8.
Air Sahara
IndiGo Alliance Air Paramount Airways Private Limited Jet Airways
9. 10.
Kingfisher Airlines Limited launched scheduled airline services on May 9, 2005 with 4 daily flights between BOM & BLR and one A-320 aircraft.
There are tools for mood lighting such as web chat, inseat plugins for music, liveTV with 16 channels on each seat
Introduction
Jet Airways is an airline based in Mumbai, India. It is India's third largest airline. Jet Airways also operates two low-cost airlines, namely Jetlite (formerly Air Sahara) and Jet Airways Konnect.
Jet airways acquired Air Sahara in 2006. Jet Airways already has domestic as well as international flights.
Jet Airways won Double Honour Travel Trade Gazette Travel award.
Kingfisher is one of only 6 airlines in the world to have a 5 star rating from Skytrax, along with Asian Airlines, Malaysia Airlines, Qatar Airways, Singapore Airlines and Cathay Pacific Airways.
They were the first Indian airline to receive the World Travel Market Global Award, the world's premier global travel event in London
S.W.O.T. Analysis
- Key Attraction
Experience exceeding 14 year Only private airline with international operation Largest fleet size
- Key Problem
Loosing domestic market share Scope for improvement in inflight service
- Opportunities
Untapped air cargo market Scope in international service and tourism
- Threats
S.W.O.T. Analysis
- Key Attraction
First airline with full new fleet of aircraft Brand image with Flamboyant Personality of Vijay Mallya Unmatched in flight service
- Key Problem
Service delivery to metros and other big cities High ticket pricing High attrition in top brass
- Opportunities
Under penetrated domestic market International market Expanding tourism industry Fleet size expansion
- Threats
Existing Operators Fuel price hike
COMPETITORS ANALYSIS
P.E.S.T. Analysis
- Political Issue
License issue for international operation Infrastructural constraint
- Economic Effects
Rising income level Reduced fare but yet not enough
- Social Effect
Sound Pollution Plane hijacking
- Technology Effect
Modernization of aircrafts
The growth of e-commerce and eticketing
Recommendations
Concentrate Domestic Market Hire Big Brand Ambassadors
Frequency of TV Advertisements
Vibrant Image Tie-Ups