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Indian Airline Industry Case Study

Indian Airline Industry Case Study

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Published by Brijesh Kumar Singh
Advertising and sales promotion strategies adopted by Aviation Sector.
Advertising and sales promotion strategies adopted by Aviation Sector.

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Published by: Brijesh Kumar Singh on Jul 20, 2010
Copyright:Attribution Non-commercial

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03/29/2013

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IILMAdvertisement, Sales &Promotion
Project on Advertising and sales promotionstrategies adopted by Aviation Sector.
 
Submitted to - Dr 
. Jyotsna Mukherjee FromBrijesh Kumar SinghPGP20095884
 
 
Contents
I
ntroduction ................................................................................................................................ 3
 
I
mportance .............................................................................................................................. 4
 
Presence Scenario ................................................................................................................... 5
 
Classification & Types ............................................................................................................ 6
 
Advantages ............................................................................................................................. 7
 
Four P¶s ..................................................................................................................................... 8
 
Product ................................................................................................................................... 8
 
Price ....................................................................................................................................... 9
 
Promotion ............................................................................................................................. 11
 
I
ntegrated Marketing Communication ............................................................................... 11
 
PEST Analysis: The
I
ndian Airline
I
ndustry ............................................................................. 13
 
Political Factors .................................................................................................................... 13
 
Economic Factors.................................................................................................................. 14
 
Social Factors ....................................................................................................................... 15
 
Technological Factors ........................................................................................................... 15
 
F
IV
E PRODUCT LE
V
ELS....................................................................................................... 17
 
The Core Service: ................................................................................................................. 17
 
The Supplementary Services: ................................................................................................ 17
 
The Augmented Service: ....................................................................................................... 18
 
Future Service: ...................................................................................................................... 18
 
Extended Marketing Mix .......................................................................................................... 19
 
People ................................................................................................................................... 19
 
Physical Evidence ................................................................................................................. 20
 
Process .................................................................................................................................. 21
 
Segmentation ............................................................................................................................ 22
 
Marketing strategies - Air-
I
ndia ............................................................................................... 23
 
FUTURE PROSPECTS OF
IN
D
I
A
 N
A
I
RL
IN
E SECTOR ........................................................ 25
 
 
I
ntroduction
Airline Industry in India is one of the fastest growing aviation industries in theworld. With the liberalization of the Indian aviation sector, airline industry in India hasundergone a rapid transformation. From being primarily a government-owned industry,the Indian airline industry is now dominated by privately owned full service airlines andlow cost carriers. Private airlines account for around 75% share of the domestic aviationmarket. Earlier air travel was a privilege only a few could afford, but today air travel hasbecome much cheaper and can be afforded by a large number of people.The origin of Indian civil aviation industry can be traced back to 1912, when thefirst air flight between Karachi and Delhi was started by the Indian State Air Services incollaboration with the UK based Imperial Airways. In 1932, JRD Tata founded TataAirline, the first Indian airline.Airline organizations can be classified into a number of segments depending onthe nature and degree of services they provide. Major Indian carriers are pressing theirfeet on the accelerator to reach an acme of service level by the year 2010 when theirfleet strength will meet 500 to 550. In the previous two years more than 135 aircraftshave been introduced to keep up with the increasing number of passenger traffic inIndian aerospace. A number of domestic airline groups have emerged in a reasonablyshort span of time to make the market furiously competitive.
 

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