Tata Vistara

Marketing
Campaign
Group 1| IMC Agency Pitch
Members:
Baidyanath Bose | Jeevan M. | Nishant Prakash |
Saket Hawelia |

Indian Aviation Industry

Full Service Carriers in India

80%

Domestic Passenger Load Factor

70%
60%
50%
40%
30%
20%
10%
0%

International Passenger Traffic Change

18%
16%
14%
12%
10%
8%
6%
4%
2%
0%

Source: ICRA Research Se

3

Reforms-led push vital to rejuvenate the industry

Profitabi
lity
pressure
s

Likely to
continue
as cost
and
competitio
n-led
headwinds
persists

Growing
Capacity

Capacity
to outpace
demand in
the nearterm

Industrywide load
factors to
remain
subdued

Longerterm
growth
prospect

LT growth
prospects
to remain
contingent
on reforms

Weak
Financial
Position

Addressin
g weak
financial
position to
remain a
priority for
airlines

Airport
Infrastruct
ure Space

Dj vu
situation

Competitio
n is set to
rise again
after a
brief
period of
consolidati
on

Regional
Airline
Policy
Open
Skies
Agreemen
t
Reduction
in taxes
on Jet
Fuel

MEANINGFUL AND DEFINING DIFFERENTIATION STRATEGY REQUIRED

4

Market Situation Analysis

Operational
Metric

Market Share

OTP %

Competitors
Efficient
Fliers

Cancellations

89.90%
84.50%
83.60%
81.90%
75.20%
4% 1% 0%
9%

0.00%

31%

17%

Indigo
Spice Jet
Air India
Jet
Airways
Go Air
Jet Lite

250

19%

CSAT Metric

18%

OTP %

All data are as of September, 2014

228

100.00%

197

100.00%

98.47%

150

123
90.24% 113

82

84.21%

100.00%
90.00%
85.00%
80.00%

Air India

3.00%

105.00%
95.00%

50
0

2.00%

Cancellations

200

100

1.00%

Spice Jet

Go Air

No. of Complaints

Jet Airways

IndiGo

75.00%

% Complaints addressed

Market Situation Analysis (contd.)

Two classes of seat besides the Economy

Class:
1. Executive Class
2. First Class
Executive Class:

Your palace
in the sky

158 degree recline seats with sufficient

leg space and side space. AVOD
entertainment system with meal choice
of Asian and Western dishes
First Class:
Completely flat beds with large personal
screen fitted in front for entertainment;
wide variety of meals with wine and
champagne

Animation used: Please view on slide show mode

Market Situation Analysis (contd.)

Two classes of seat besides the Economy

Class:
1. Premiere Business Class
2. First Class
Premiere Business Class:

The joy of
flying

180 degree recline seats in herringbone

style. Stylish entertainment system with
wider array of meal and beverage
choices
First Class:
Closing doors to offer privacy; the seat
has a massage function as well; enough
room to dine with a friend!

Market Situation Analysis (contd.)

Implications for Vistara

Experience
the
difference
A mixed positioning as only the first 5
rows are for the business class
Not much differentiation in service
offering as compared to the economy
class; only additions are the extra leg
space and a little more variety in food
and beverages
8

Despite a saturated airline market in

India, the real competition would only
be from Jet Airways and Air India
The most important challenge for
Vistara would be to offer a service
which so far has not been introduced
in the Indian market and at the same
time judiciously price the same;
considering the extremely price
sensitive Indian customer

SEGMENTATION & TARGETING

Segmentation &
Targeting
Customers are segmented
into classes of status
conscious air traveler, SEC
upper middle, HHI 25K+,
Wired, Professional. clearly
defined target audience- SEC
A, SEC B+ (socio-economic
class) in the age group of 2555 years of age
This segment has traveled
extensively and is aware of
international travel trends
They are modern, trendy and
upwardly mobile looking for a
great flying experience
9

We are considering to build relationships between the IPL

teams, ISL teams, other national sports athletes and national
teams as their official flying partners
We are also considering to make contracts between the
business firms as their Business class/ Premium Air travel
providers for corporates who travel frequently

Exact customer groups to be targeted would be covered in later sections

Factors that influence consumer buying decision

Comfor
t

Service

Flight
Schedul
e

Factors that Tata Vistara should address to

reinforce their Brand image:

Reliabili
ty

FACTOR
S

Safety
Service

Quality
Service

Connectio
ns

Compa
ny
Policy
10

Quality

Flight
Schedu
le

Fare

* Detailed profile and contact information of all respondents can be found in the appendix slides

Comfor
t

POSITIONING

Tata Vistara is leveraging on its promise of luxurious flying experience. It is dedicated to

deliver world class flying in India. It is a full fledged service carrier airline with an
unparalleled in flight experience aiming to transform air travelling. It is an aspirational
brand.

VIStaR

Its the way to fly

All airlines gets you somewhere...its the experience

that matters..!

11

Customer Based Brand Equity for Tata Vistara

Resonance
SIA brand
association
helps in building
the Quality & Credibility
Providing world
class Inflight
Experience &
Timely flights

Judgements
Performanc
e

Feelings

TATA brand association

Helps in building Trust & Warmth

Imagery

The TG will itself helps in building

up the Aspirational Image

Salience
12

The existing relationships

between the Indian TG and TATAs helps in
Building Loyalty & Attachment towards
brand

The colour Violet and

Gold helps the TG to
identify the airline and
also these colour are
associated with
Luxury

IMC Program - Objectives

Marketing
Objectives
Identify Tata Vistara as a differentiated
player in Indian Airlines Industry
Concentration on personalized
customer services, designed to delight
with intuitive thoughtfulness
Provide easy business & tourist travels
across major Indian cities
Offer a seamless flying experience at all
touch points, on the ground or in the air
by creating a truly full service carrier
proposition
Offer quality in every aspect of
customer engagement
13

IMC Program - Objectives

IMC
Objectives
Create Vistara brand awareness as
an airline with an intention to
transform airline experience

Create favorable brand attitude

among the potential customers

Extracting more business from newly

built customer base by focusing on
Customer Relationship Management
with the motto of treating every
customer uniquely
Transforming newly acquired customers
into Vistara ambassadors to spread
positive word of mouth

14

IMC Program - Objectives

Media
Objectives
Simple and comprehensive message
Same theme for different audience in
different messages
New offering, aimed at customers
demanding special air travel
experience

Pulsing advertising i.e. varying the

intensity of advertising throughout the
campaign
15

Media Choice:
Selectivity- geographic & audience
Impact- very high LanguageEnglish

IMC Strategies & Programs

IMC Mix
Advertisi
ng

Direct &
Online
Marketin
g

Sales
Promoti
on

Public
Relation
s
16

IMC Strategies & Programs

Advertisi
ng

WHY?

Timeliness

MESSAG
E
LIFESTYLE

Newspaper

FANTASY

High Reach
Magazine

TV

Radio

Demographic/Geogra
phic Selectivity
Image Building/
Prestige

SERVICE/EXPERIE
NCE
PERSONALITY
FUNCTIONAL
BENEFITS
TESTIMONIALS

17

IMC Strategies & Programs

Sales Promotion
HYDERABAD

CORPORAT
ES

TOURISTS

Ticket Helpdesks

SRINAGAR

GOA

MUMBAI
DEL
HI

Travel Agencies/Agents

PATNA

CHANDIGARHBANGALORE

POLITICIAN
S

During Campaigns, specific offers

18

IMC Strategies & Programs

CRM: Customer Loyalty

Program
VISTARA MILES: Customers can earn and
redeemmilesforflights

VISTARA POINTS: Travel Agencies/Help Desks can earn

points on each deal they crack for us. This can be
redeemed in form of an airline ticket/ gifts

FEEDBACK: Customers can also earn Vistara Miles for the

feedback they post for each of their Vistara journey

19

IMC Strategies & Programs

Direct & Online

Marketing
Twitter

Instagra
m

Blogs
LinkedIn
360 Degree
Approach

Web
Portal
Foursquar
e

20

Testimoni
al

Facebo
ok

Pinteres
t

Mobile
Apps

Roll-out Plan
Routes planned for the near future
Srinagar
Chandigarh
New Delhi

Patna

Mumbai
Goa
Hyderabad
Bangalore

21

Tentative Timeline till December 2015

No
2014 vDe
c
2015
Jan
Feb
Mar
Apr
Ma
y
Jun
Jul
Au
g
Sep
t
Oct
No

Bookings Now Open Ad for all T.G.s

Year long
Targeted
Targeted
CRM
Mailers
Print/TV Ads
mailers
Srinagar
Goa and
and
Patna
targeted
ads
Mumbai,
Hyderaba
Targeted
d and
Print/TV Ads
Bangalore
Srinagar
+
Sales
Targeted
Promotion
Mailers
through
Patna
Targeted Ads
Helpdes
Goa
ks
Politicia
Corporat
Tourists
ns
es

Design for Bookings Open Ad (Mid-November)

e
m
Ti
to
N
PA
EX
D
ur
yo
o
riz
Ho
ns

Unwind.
Relax.
Enjoy!

BOOKINGS
NOW
OPEN!

BO

KI
N

GS

NO

PE
N

Say
goodbye
to the cold
and boring
aircraft
food
Because
you
are more
than just a
seat number
to us

Where the journey is

as enjoyable as the
destination

22

Details like
routes and
timings on the
back of the flip
cover

More legspace than

any other
Indian
carrier
A team that
is dedicated
to your
service

Cook to
Order:
As per your
taste and
liking
Book the
Cook:
Special
Cuisines
from world
renowned
chefs

Targeted Print Ad for Corporates

Say No to compromise
Yes to wholesome meal
Cook to Order:
Pre-order your meal and let
us know how and when
youd like to have it during
your flight

Book the Cook:

kipping meals between meetings?

23

Book the Cook main courses

are specially curated and
designed by our panel of
renowned chefs including
Indias Sanjeev Kapoor

* Scan the QR code on the right to

download our app and know more
about our loyalty programs to get the
best out of our offerings

Targeted Print Ad for Tourists (Sample for Goa Only)

Say No to
compromises
Yes to awesome
Bestexperiences!!!
in Class Seats:
Recliners with maximum leg
space and on-demand
entertainment for you to
unwind before and after a
memorable trip

World Class Cabin

Crew:
Why cant the journey be
as awesome as the
destination?
24

to ensure you have a

memorable experience with all
our on-board offerings you
even have a personalized
name plate on your seat!

Targeted Mailer Ad for Politicians and Officials Involved in Elections

(Mail Header This Election Season, Fly with Vistara)

Say No to compromises
Yes to comfort and
indulgence!!!
Best in Class Seats:
Recliners with maximum leg
space and on-demand
entertainment for you to
unwind before and after a
hectic day at work

Cook to Order:

Need a break from all the

Rallies and Sabhas?
25

Have your meals the way you

like them! Enjoy our exclusive
range of wines and drinks on
offer
* Click here to know more about our loyalty programs and get the best
out of our offerings

PR Activity During Pravasi Bharatiya Divas (January 5 th - 9th,

2015)
Where NRIs, Political Leaders,
High Ranked Government
Officials and all major
Corporate Houses galore
Ideal place where all 3 of our
major TGs would be present
simultaneously reason
enough to Sponsor?
Corporate stalls feature at on
Exhibition Space Vistara to
have its own space
The exhibition space can be
utilized to showcase the inflight facilities and ambience
Our presence on all major
International airports and Superior
features to other domestic carriers
would appeal to NRIs
26

Thank You
27