Marketing Mix

of
Indigo

 Indigo

Airlines

4Ps
STP

SWOT Analysis

Competitive

Strategy

Strategic

Plan and Core Competencies

Branding

and Promotional Strategy (Business

Class)
Recommendations

INDIGO
Low fares, on-time flights and a hassle-free
experience

Indias fastestgrowing domestic airlines

Indias best on -time performance & least flight cancellations

It is the largest airline in India in terms of passengers carried with a

39.8% market share as of July 2016

A fleet of 103 aircraft making 373 flights daily across 40 destination

Plans to serve 100 cities in India, south East Asia, Middle East and
China by 2025

4Ps
ofofIndigo
4Ps
Indigo

Product
Place
Price
Promotio
n

Low Cost Carrier

Operates Domestic flights & a few to international
destinations
Cargo Service offered as well
Tickets can be booked online with a number of portals
Flies to 37 Destinations & is constantly trying to add
new destinations
Maintains costs & passes on the benefits to the
customers with low pricing
Constantly trying to compete with other LCCs
Very actively promotes brand through
TVC/Print/Outdoor/Digital
Offers discount coupons to passengers onboard all its
flights to encourage repeat purchases

Segmentation, Targeting, Positioning &

Differentiation
Segmentation

Middle and
lower middle
Income
Group
Business
class

Targeting

Positioning

Differentiation

People who
travel by
trains & wish
to save time
Other airline
customers
People who
travel for
official
reasons

Low pricing
with no
compromise
on quality
service.
On time
performance
Hassle-free
Service

Not much
product
differentiatio
n
It provides
time saving
services like
web-check
in, kiosks
Mobile
booking App

SWOT Analysis
Strength
High brand awareness &
brand equity
Successful
implementation of low
cost strategy
Continuous innovation to
improve on non price
factors

Weakness
Product differentiation is
less
Competitors can easily
replicate offerings

Opportunity
Middle Class taking to
the skies
Opening up of
International Skies.

Threats
Plenty of new LCCs to
compete with.
Rising Labour costs.
Rising Fuel Costs.

Market Strategy
Be

Visible go all out to project yourself as Future

Market Leader

Go

Local Connect with the Middle Class

Focus
Aim

on your core Competencies and market them

to compete with railways in the long run.

Product Mix
Core
Transportation

Supplementary
Augmented
Online booking
Variety of meal
options
Pick up and drop
service
Mobile ticketing

Check in
Food on board
Connecting flight
Complementary
gifts
In-flight
entertainment
Frequent flier
programs

Strategic Plan and Core

Competencies
One
type of Airplane Brand New Airbus

320s and

Neo Airbus 320

One

type of fare Low

One

type of customer services Professional

One

way to deal with delays and Cancellations

Honestly

New Product
Premium Economy
Is between the standard
economy class and
business class cabins by
offering some of the
comforts of a premium
seat for a reasonable
price.

Features :

1-2 extra inches of

seat width

2-3 extra inches of

seat recline

Adjustable headrests,
leg rests, or lumbar
support

Laptop Power Ports

Premium Food Service

STP Premium Economy Class

Segment
Comfort
Conscious
Passengers

Target
Position
Business
Comfortable
class /
and hassle
Middle Class
free

Price Mix Strategies

Dynamic
Value
Low
No

Pricing or

for money Pricing

Cost and High Quality service

frill such as free food, drinks and lounges

Prices

are based on local Events and seasons and

festivals

Promotion Mix
Communication

Objectives - Indigo will be promoting

the below three things majorly as part of its advertising
programme

On-time

performance

Affordable
Hassle

fares

free passenger experience.

Advertising
Publicity
Airlines
The PRO,
Advertisement
Receptionist, Travel
Needs to Keep in
Agents, Media
Mind the Image of
People Are Very
Country, The Scenic
Important People in
Beauty, Tourist
Publicizing The
Attractions, Rich
Business.
Cultural Heritages or
Which Would Attract
Number of Tourists.

Sales Promotion
The Travel Agents,
Tour Operators,
Frontline Staffs
Contribute a Lot to
The Promotion of
Airlines Business.

Word of Mouth
Customer Loyalty
Ladder .

Promotional Activities

Hoarding at airports with focus on Best on Time performance

Advertisement through social networking medium like Facebook, Twitter, etc.

Collaboration with multiplexes in major cities to promote the airline and its
offers

Hoardings in multistoried buildings and offices

Ads in magazines targeting urban population

Sponsoring fashion shows, talent hunts, new year parties, etc.

Collaboration with consumer banks, credit card companies, hotels, ticketing

websites to promote special offers, discount, cashback etc.

Promoting in regional languages in respective sectors thus giving a local

flavor

Sending special offers to frequent fliers through SMS email, etc.

What they
are doing

What they
should
continue to do

What we
recommend

Keeping costs
optimal thus fare
prices low
Advertising is
helping in keeping
brand top of the
mind
Have a connecting
flight between
destinations
About to issue an
IPO
Associate with car
rentals/hotels

Issue the IPO to add

more planes to their
fleet
Continue with low &
competitive pricing
Offer coupons to
customers on board
to get repeat
purchases
Increase
international
destinations

Activate their loyalty

program Indigo Star
Card
Increase advertising
in tier 2 cities where
the spends would be
less & people do have
the income
Associate with IRCTC
to offer special
discounts to people
who travel to major
airports & then have
to take the train to
reach smaller towns

Meet the Global challenge and increase its footprint

Increase depth by venturing into cargo and chartered airlines

Continue being close to the customer by being consistent in their services and
comfort to customers

Come up with innovative offerings

Provide exciting and affordable travel packages

Increase tie-ups with hotels and banks

Differentiate themselves even more by improving media and communication

channels thus improving the overall communication plan

Continue to improve organizational development, which is a critical to airlines

Aviation Industry :
"The easiest way to become a millionaire is
to start off as a billionaire and then enter
the aviation business".
Richard Branson