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MARKETING PROJECT
AIRLINES INDUSTRY
Group –5, Section - CAbhishek Jha (08P119)Amit Maheshwari(08P125)Mangesh More(08P149)Mohit Nagpal (08P148)Parag Raheja (08P153) Tushar Mehta (08P172)
 
 Table of Contents
Overview & Scope of the project and Methodologies used...........................................................4 
Overview ...................................................................................................................................4Scope and Methodology ............................................................................................................5
Overview of the industry....................................................................................................... .........6 Competitive analysis................................................................................................... ...................8
Product level analysis ................................................................................................................8
Core product and supplementary services ...............................................................................8Core Product .......................................................................................................................8Information ....................................................................................................................9Consultation ....................................................................................................................9Order taking ....................................................................................................................9Hospitality & Caretaking ................................................................................................9Billing & payment ...........................................................................................................9Product levels ........................................................................................................................10The Core benefit ...............................................................................................................10The basic product .............................................................................................................10The expected product ........................................................................................................10The augmented product .....................................................................................................10The potential product ........................................................................................................10
Brand related aspects ..............................................................................................................11
Brand positioning ..................................................................................................................11Positioning of a few airline brands operating in India .......................................................11Kingfisher Airlines - Full Frills - True Value Carrier .....................................................11Spicejet - McDonalds of the skies .................................................................................12Jet Airways ..................................................................................................................12Air Deccan - Simplifly Deccan - Kingfisher Red ..........................................................12Brand model for airlines .......................................................................................................13
Pricing ......................................................................................................................................14
Pricing Environment .............................................................................................................15Selecting the price objective ................................................................................................15Premium Pricing: ..............................................................................................................15Value for Money Pricing: ..................................................................................................16Determining Demand ............................................................................................................16Estimating costs ....................................................................................................................16Analyzing competitor’s costs, prices and offers ....................................................................17Adapting Prices .....................................................................................................................17
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Price discounts and allowances .........................................................................................17Differential pricing ............................................................................................................17Initiating and Responding to Price Changes ..........................................................................18
Supply chain / Inbound logistics ............................................................................................18
Primary activities – Inbound logistics ...................................................................................18
Marketing Communications ..................................................................................................19
Advertising ...........................................................................................................................19Sales Promotion ....................................................................................................................20Public Relations ....................................................................................................................21Telemarketing .......................................................................................................................21In-flight advertising ..............................................................................................................21
Costumer segmentation and their distinctive characteristics..................................................... .22
On the basis of usage ...............................................................................................................22
Passenger ..............................................................................................................................22Business Passengers ..........................................................................................................22Leisure Travelers ...............................................................................................................22Freight ...................................................................................................................................23Air cargo service ...............................................................................................................23
On the basis of geography ......................................................................................................23On the basis of behavior .........................................................................................................23
Bargain Hunters ....................................................................................................................23Relationship Buyers ..............................................................................................................24
Critical factors for success ................................................................................ .........................25
Steps that government should take ........................................................................................25Steps that Industry should take .............................................................................................26
 Insights derived from study................................................................................... ......................26  Annexure # 01.................................................................................................. ...........................28 Annexure # 02.................................................................................................. ...........................32 Annexure # 03.................................................................................................. ...........................32 Annexure # 04.................................................................................................. ...........................35 Annexure # 05.................................................................................................. ...........................38 References................................................................................................................................. ...39
Table of figures
Competitive advertising between airlines: GoAir vs Kingfisher vs Jet Airways.........................20 Month-wise domestic traffic (aircraft movements) at top 46 indian airports.............................28 Month-wise domestic traffic (Freight Movements) at top 46 indian airports.............................29 Month-wise domestic traffic (passenger movements) at top 46 indian airports.........................30 Airlines - Product level analysis..................................................................................... .............32
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