Professional Documents
Culture Documents
Project Report
On
INDIAN AIRLINES
In partial fulfillment of BBA
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ACKNOWLEDGEMENT
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DECLARATION
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EXECUTIVE SUMMARY
The current millennium has unfolded new business rules most the
significant of them being that company has to constantly look into
minds of the customer. Customer loyalty plays a significant role
and today securing that loyalty requires quality right price and of
course last but not the least i.e. creating awareness about their
service. As a trainee, I was given knowledge about the way and
style of their working, their routine and their environment. It was a
great experience in getting under such a reputed company, which
has in it the ability to retain customer.
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INDEX
CHAPTER – 1
• Preface
• Objective
• Research methodology
CHAPTER – 2
• Introduction
• Company profile
• Marketing strategy
CHAPTER – 3
• Analysis of data
CHAPTER – 4
• Questionnaire
• Suggestion
• Conclusion
• Limitation
BIBLIOGRAPHY
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PREFACE
different sectors.
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OBJECTIVE
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RESEARCH METHODOLOGY
that create value in the mind of the customer. But the perception of
value is a subjective one, and what customer’s value this year may be
quite different from what they value next year. As such, the attributes
For the purpose of study, data from the in-house survey conducted by
the marketing department (secondary data) has been used and also for
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coming out with the recommendation. It was also felt that mere
secondary data would not provide in-depth information for the analysis,
hence it was decided that interactive discussions with the managers and
AVIATION INDUSTRY
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INTRODUCTION
Though the Open Sky Policy was announced 11 years back, for all
practical purposes, the Indian aviation industry actually took off with the
entry of as many as 6 companies in the first half of 1991 when the state
saw its market share drop and its supremacy challenged. Pilots let the
airline in hordes to more lucrative jobs with the private operators, which
suddenly realized that there were airlines willing to offer that little extra
bit that means so much, and Indian Airlines suddenly saw its market
The growing disenchantment with the services (or lack of it) of IA and
large network in a short span. Jet Airways grew slowly and not only
player.
While the market share of private operators soared to 41% from 1996 to
1999 (eating into IA’s share), the initial euphoria died out in 1997 when
the Air Corporation Act of 1953 was repealed and it became obligatory
for ATOs with three or more aircraft to become scheduled airlines and
for scheduled airlines to fly at least 10% of their capacity to the far flung
to non-trunk stations.
With this, came the realization that a whole lot of overheads associated
with the flying were involved and higher utilization of the leased aircraft
there was a mismatch between the returns and the outgo, some of them
shut shop.
But, even before the guidelines were issued in 1997, DAMANIA, which
UB AIR and RAJ AIR followed it. By the first quarter of 2000, three more
March 2000.
They came, some faltered, most fell by the side, but while they were
complacency, and prepared it to battle for its tort with the likes of Jet
upswing again. And as aviation experts projected, only the players who
understood the rules of the game, have survived and are prepared to
industry.
preparing for a face life that should really gear up the domestic market.
Indian Airlines, despite its failure to phase out older aircraft, is regaining
lost ground.
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Today, the Indian sky is left for Jet Airways, Sahara Airlines and Indian
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INDIAN AIRLINES – A PROFILE
ATR-42, Boeing 737, wide bodied airbus A300s, one Fly-By-Wire Airbus
year 1953 and celebrated its Golden Jubilee in the year 2003
Indian Airlines has been setting the standards for civil aviation in India
since its inception. It has many first to its credit, including the
and Walk-In Flights. Moving with time, Indian Airlines is one of the first
that of Alliance Air. The passenger carriage, which was 0.5 million in
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together with its subsidiary airlines carries a total of over 7.8 million
Indian Airlines have been divided into four regions i.e. Eastern region,
Its unique orange & white logo emblazoned on the tails of all its aircraft
is perhaps the most widely recognized Indian brand symbol that has
captains are trained in all types of aircraft in the Indian Airlines fleet.
State-of-the-art full flight simulators are available for A300, A320 and
B737 aircrafts.
Airline code:-
IC - Indian Airlines
CD - Alliance Air
Aircraft acquisition:-
ATR - ATR-42
154 - TU 154
62 - IL 62
Class:-
C - Business class
J- Executive class
Y - Economy class
Days:-
1 - Monday
2 - Tuesday
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3 - Wednesday
4 - Thursday
5 - Friday
6 - Saturday
7 - Sunday
FLEET STRENGTH
A-300 4 20.5
A-320 41 8.7
B-737 11 18.8
D-228 2 14.6
ATR-42 4 -
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AIRCRAFT TYPE J Y TOTAL
CAPACITY
BOEING-B737 - 119 119
AIRBUS-A320 20 125/126 145/146
AIRBUS-A300B2 33 215 248
AIRCRAFT UTILIZATION
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TYPE OF REVENUE FLYING HOURS UTILIZATION PER
ANNUM(HOURS)
1999-00 2000-01 2001-02 1999- 2000- 2001-02
00 01
A-300 24886 24804 19629 2274 2400 2491
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REVENUE FOR INDIAN AIRLINES
Today nearly 80%of the customers are provided by the travel agents to
the Indian Airlines and these travel agents are 2000 in number spanning
STRENGTHS
Large fleet.
Experienced staff.
Government Backing.
facility.
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WEAKNESSES
Ageing fleet.
Political/Bureaucratic interference.
expenses.
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OPPORTUNITIES
encouraging.
Government of India.
THREATS
competitor.
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MARKETING STRATEGY OF INDIAN AIRLINES
The product that Indian Airlines sells are ‘SPACE’ it may be its seats or
cargo space. This product is highly perishable and costly. Airlines earn
revenue by selling this space. This means that higher the seats sold
more is the revenue generated. Thus if the plane goes in the air with
empty space, this means that much space has perished. Thus the life
cycle of the airline’s product begins and ends with each flight.
which there exist many competitors who follow the marketing concept, a
AFTERMATH
To rectify the melody that has been slowly but surely creeping, resulting
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TURN AROUND STRATEGY:
implement a Turn Around Strategy. To find its place in the sun again, IA
1. HRD Initiatives
As the first step free and frank discussions with a cross section of the
all stations to communicate the details and vision behind all major
outflows despite the fact that market wages were being given, were
entered into.
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2. Increased Utilization of Aircraft
to put in more flying hours and steps had to be taken to increase the
Commanders.
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3. Increased International Operations
Yangon.
was to hive off certain activities into separate profit centers, to make
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linkage between productivity and emoluments has been created,
The first of such profit centers was the state-of-the-art Jet Engine
earnings of CTE from outside party jobs after fully meeting the
Indian Airlines has also set up a subsidiary airline, Alliance Air. This
5. Marketing Initiatives
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meaningful campaign was launched to disseminate information about
I. PRODUCT IMPROVEMENT
1999-00
EXTRA SEAT-PITCH:
WIDER SEATS:
aircraft.
CHOICE OF MEALS:
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SENIOR CITIZEN DISCOUNT:
2000-01
CHECK-IN PLUS:
BAGGAGE PLUS:
Allowance.
DIET SPECIAL:
methods and mediums, sugar, salt, and fat free diet meals and
mineral water.
MEAL SPECIAL:
FESTIVAL FOODS:
X’mas.
DIAL-A-CANCELLATION:
REPORTING TIME:
6. Incentive Schemes
with generous doses of incentives, the agents, who account for two-
thirds of the airline sales, will just not respond. The airline has
guarantees were frozen at last year’s level for all the agents and not
agents from plumping for more sales. The airlines set up an “agency
7. Price
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In the year 1999, IA started a “make up strategy” i.e. slash in price for
entitle users to redeem their credit card points against mileage points
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9. Offer of Free Pagers by Mobilink
It has also tied up with Mobilink to offer free pagers to some 70,000
frequent flyers at six major metros. The pagers will enable the airline
etc. While the pagers service will be free in the first year, in the
subsequent years, Mobilink will levy a nominal user fee. The pager
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blitzkrieg to drive home its strengths: IA’s schedule advantage, same
press ads, posters, picture postcards, calendars and the “travel wise
disarm the angry passengers, one of the ads said: “We admit Indian
Airlines does not give you the same choice as others do”, followed by
copy that read, “Indeed, no other airline offers such a wide choice of
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The second campaign in the same year was a progression of the first
benefits that arise from IA’s strengths that were brought out in the
share of the business. Unlike the passenger segment, the cargo cell
catching up.
attempt to touch every nook and corner of the country with the Indian
IA has learnt to be a lot more flexible in its dealings with cargo agents
tariffs. What was unthinkable till some years aback has now become
a distinct reality.
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With the implementation of the turnaround strategy, pilot
4. Creation of Commanders -
Indian Airlines had lost 166 pilots to private airlines. After the
5. International operations -
6. Employee morale -
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With increased training efforts and management-staff interaction, there
What is significant is that no man-days were lost in the last two years.
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From the ‘least preferred’ airline in 1997, IA has now become the
the last three years, show that Indian Airlines is now ahead of the
private airlines.
MODE and MDRA also show that Indian Airlines is the most preferred
carrier presently.
you market it ?
does it. The tangible aspects include price, promotion and place. To
distribution).
Since the product of all the airlines is the same, why does one airline
fare better than the other? This is because of the positioning of the
easy to remember who is first, and much more difficult to remember who
is second. Even if the second entrant offers a better product, the first
one more over has a large advantage that can make up for other
shortcomings.
In the eyes of the agents Jet Airways is the best placed in comparison to
that of Indian Airlines in the next place in the eyes of the customers.
They feel that same is the case in the eyes of the customers (this data is
Indian Airlines was the first airline in the country but it is now positioned
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CHOICE OF AIRLINES
160
140
120
100
IC
80
S2
60 9W
40
20
0
CUSTOMER AGENTS
IC – Indian Airlines
S2 – Jet Airways
9W – Sahara Airlines
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EFFECT OF ADVERTISEMENT S
60 51
50
40
27
22
30
20
10
0
Indian Airlines Jet Airw ays Sahara Airlines
DOMESTIC AIRLINES
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This shows that people are generally aware of Indian Airlines (as
compared to Sahara and Jet and actually travel by it also). The most
it and also travel by it. Most liked feature of the advertisement is the
media.
This shows that people who are aware of the airline are not just verbally
aware but also prefer to travel by that airline. This depicts that the effect
travel by IA.
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Positioning of a service can be done either through promotional
PROMOTIONAL SCHEMES-
PROMOTIONAL FARES-
Airlines follows dual fare policy for its domestic service. The two types of
1) USD FARE-
A. USD fare is applicable for all sales made abroad for domestic
B. USD fare is also applicable for all sales made in India for
i. Foreign nationals.
2) INR FARE-
PAX:
and Bhutan.
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RESERVATION-
sector all over the network from a single location in its booking
time limit basis and purchase the tickets before the expiry of the
making reservations.
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Also special assistance is offered to the passengers who require
special handling over and above the normal attention, like the
FARES-
as US Dollars (USD). The INR fare consists of basic fare and two
Besides, there are some special fares and discounts for senior
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CANCELLATION CHARGES-
IA domestic tickets, issued on normal fare, are valid for one year from
the date of issue. International tickets are valid for one year from the
few sectors:
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Round Trip Promotional Fare/Return Fare (RTP) – Round
few sectors:
few sectors:
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QUESTIONAIRE
1.
Brand Awareness – Top of the
Mind Recall
Indian airlines 57%
Indian Airlines
Presentation 56%
Message 15%
Media 19%
Others 10%
Jet Airways
Message 61%
Presentation 20%
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Media 19%
Sahara Airline
Media 50%
Presentation 30%
Message 20%
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SUGGESTION BY THE PASSENGERS
of the flights.
departure.
humane.
transit baggage.
The baggage tags should have a solid glue system. The present
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RECOMMENDATION/SUGGESTION
The research study and the analysis of various aspects tapped lead to
providing more efficient services both on the ground and in the air
the flight.
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There should be internal and external audits to look in to the
that they would have to quote on the tickets. The points would
certain number of points they will be given FOC’s. This will also
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Holiday packages should be sold only through Indian Airlines
metros.
made mandatory.
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Delayed flight, which is a very painful experience for the travelers,
passengers.
The flight of Alliance Air should be made more attractive that can
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Service innovations like automated flight schedules, over the
network
passengers.
accessible.
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CONCLUSION
The healthily competition of domestic airlines has set new trends in the
Airlines the quality and the desire to win over the constraints was totally
dismal. With the oncoming of Jet Airways and Sahara Airlines there is
sea change in the quality of service and the pride of the job.
staff now cares about the passenger comfort and take pains to see that
the flight is on time. Indian Airlines so should try the high percentage
of service.
Indian Airlines (as compared to Sahara and Jet and actually travel by it
moderately aware of it and also travel by it. Most liked feature of the
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This shows that people who are aware of the airline are not just verbally
aware but also prefer to travel by that airline. This depicts that the effect
travel by IA.
priority as this will not only provide the necessary input and the feedback
but also would go a long way in improving the image of Indian Airlines.
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LIMITATIONS OF THE STUDY
chosen.
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BIBLIOGRAPHY/REFERENCES
www.indianairlines.com
www.indianairlines.net
www.indian-airlines.com
www.indian-airlines.nic.in
www.indianairlines.indiatimes.com
www.jetairways.com
www.airsahara.com
www.airliners.com
www.airsahara.net
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