MARKETING MIX IN AIRLINES INDUSTRY

Current market share of Indian carriers

GoAir 6% SpiceJet 13%

Jet Airways Kingfisher NACIL IndiGo SpiceJet GoAir Paramount Airways

25.9 21.4 18.2 15.7 12.6 5.9 0.3

IndiGo 16%

Chart Title

Paramount Airways 0% Jet Airways 26%

NACIL 18%

Kingfisher 21%

THE INDIAN AVIATION POLICIES

As of 30 October 2007 the total fleet size of commercial airlines in India is 439. the Air Corporation Act of 1953 In 1994, This ACT was repealed with a view to remove monopoly of air corporations on scheduled services, enable private airlines to operate scheduled service, convert Indian Airlines and Air India to limited company and enable private participation in the national carriers However, beginning 1990 private airline companies were allowed to operate air taxi services, resulting in the establishment of Jet Airways and Air Sahara. These changes in the Indian aviation policies resulted in the increase of the share of private airline operators in domestic passenger carriage to 68.5% in 2005 from 0.4 of 1991

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.

Frequent-flyer program A frequent flyer program (FFP) is a loyalty program offered by many airlines. Most systems reward travelers with a specific number of points based on the distance traveled (such as 1 point per mile flown), although systems vary. Many programs also allow points to be obtained not just through flying, but by staying at participating hotels, or renting a vehicle from a participating company.
Many frequent flyer programs identify travelers who fly more than a few times per year by awarding them different status levels, which in turn give a number of benefits. Status levels vary from scheme to scheme, but benefits can include: Access to business and first class lounges with an economy ticket Access to other airlines' lounges Increased mileage accumulation (such as doubling or tripling) Reserving an unoccupied adjacent seat The ability to reserve specific seats, such as exit row seats with more leg room Free or discounted upgrades to a higher travel class Priority in waitlisting or flying standby Preference in not being bumped if a flight is oversold Priority of luggage (to be prioritized on transfer and to be displayed on the belt first) Ability to grant status to another person Eliminating of program's miles expiration rules

PRICE MIX

Premium Pricing

Value For Money Pricing

Cheap Value Pricing

Low-Cost Pricing

APEX Fares

PLACE MIX

Online 24-hour reservation Systems. Consolidation. Tour Operator/ Travel Agent. Affiliated with companies.

PROMOTION MIX

Advertising

Airlines Advertisement Needs to Keep in Mind the Image of Country, The Scenic Beauty, Tourist Attractions, Rich Cultural Heritages or Which Would Attract Number of Tourists.

Publicity

Sales promotion

Word of mouth

PROMOTION MIX

Advertising
The PRO, Receptionist, Travel Agents, Media People Are Very Important People in Publicizing The Business.

Publicity

Sales promotion

Word of mouth

PROMOTION MIX

Advertising

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

Sales promotion

Word of mouth

PROMOTION MIX

Advertising

Publicity

Sales promotion

Word of mouth

Customer Loyalty Ladder .

An advertisement in Times Square for travel on the Boeing 777-200LR from New York City to Mumbai

An IndiGo Airport bus at Kolkata International Airport IndiGo is a private domestic low-cost airline based in Gurgaon, Haryana, India. And It was awarded the title of Best Domestic Low Cost Carrier in India for 2008

The Air India Memorial in Toronto, Canadadedica ted to the victims of Air India Flight 182

On 23 June 1985 Air India Flight 182 Emperor Kanishka a Boeing 747237B (registered VT-EFO) was blown up in mid-air, mid-flight by a suitcase-bomb planted by Babbar Khalsa Terrorists allegedly as revenge for the Indian Government's operation on the Golden Temple on June 1984.

PEOPLE MIX
Competence. Reliability. caring Attitude. Responsiveness. Initiative. Problem Solving Ability. 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.

In-flight:
Aircraft. Seating Configuration. Good Inner-exteriors. Cleanliness.

Brand Logo. Tickets.

Uniforms. Ambience. Baggage. Labels or Tag.

Air India's Maharaja Lounge at New York

Business Class seats onboard the Boeing 777

Kingfisher Airlines registered office at theUB Group Towers in Bangalore, India

By GROUP-8 Biswajit Ghosh H12.

2009 AIMS PGPM/G8