Title of the project

Advertising and marketing in Indian airline industry

Submitted by: - Shishir sharma . MMS-II - B Marketing. Sem-IV Project guide : Prof Anant Farkare Year of submission : 2012

General Introduction of the project The first part of this study will include analyzing promotional strategies used in Indian Airline industry as a whole; . In this part role of advertising in airline sector and how it infuences the performance of the sector would be studied .Second part of the report will focus on analysing promotional strategies used by Indian airlines ,and how the growth of internet has made it possible for indian aviation sector to sell their services effectively. Objectives of study
1) Understanding airline market. 2) Process of marketing planning and its efectivness 3) Various ways of promoting the product 4) Studying the infuence of internet on airline sector

Scope of Study 1) It could be refered by advertising agencies , to study the promotional strategies employed by airline sector . 2) It could be refered by students to understand service marketing effectively.

Review of Literature 1) On-line marketing for airlines Attracting potential customers to airline websites is the first step towards boosting the sale of flight tickets online.The orchestration of online marketing campaigns aimed at Internet

users is one of the methods that is giving the best results in this direction.One of the several possibilities available is email marketing. According to a survey conducted by the Travel Agents Association of India , over 35 million Internet users made a travel reservation after receiving information on offers or promotions by email.The same study also found that in 2011 ten million people were influenced by email marketing to make a trip or journey that they otherwise would not have made.This means that an online offer may be the start of a transaction or at least a way of attracting customers to the brand and its website.In order to start up online marketing campaigns, the definition of the goals to be attained and the performance of prior segmentation of the data bases to be employed are both crucial. It is also important to reach persons forming part of the target audience who will receive the offer favourably, with a strong interest in the services offered by the airline. At the same time this type of actions will contribute to brand notoriety.In this context the e- marketing campaigns conducted by Jet airways (which according to organiza.com managed to attract 11,000 new customers) or Vueling are of special interest. One of the most interesting elements of these actions is the possibility for the results, degree of acceptance and participation and speed of reply to be measured.The effectiveness of these campaigns depends to a great degree on the definition of an appealing offer, preferably linked to an attractive prize along with a creative message, the capacity to make an impact on the selected target, clearly described benefits and hopefully with a tendency towards virality. http://www.revistadeinternet.com/e_Marketing/2619/2009/06/17/El-80-recuerda-lascampanas-on-line

2)Air India's 10-day promo scheme offers unlimited travel-

In a bid to clutch back its steeply falling market share, the cash-strapped Air India today launched a short-term promotional scheme for the domestic sector that offers passengers unlimited travel in the economy and executive classes for a 10-day period.The promotional scheme, the platinum and silver passes, will be valid for 10 days, the airline said in a statement here."Our effort is to provide our passengers with the most competitive prices while ensuring the best customer service," said an AI spokesperson.While a silver pass passenger can fly on the economy class to any domestic sector of one's choice for Rs. 30,000, the platinum pass holder can travel in the executive class to any domestic route for Rs. 50,000, inclusive of all taxes.

Read more at: http://www.ndtv.com/article/india/air-indias-10-day-promo-scheme-offersunlimited-travel-112534

Research methodology:

1) Formation of problemThere's a lot that airlines would rather passengers didn't know, especially when it comes to buying a ticket, lost luggage or compensation when things go wrong. For years the government made noise about addressing the problems, and airlines still did pretty much whatever they wanted.Service providers often tack on the fees and surcharges that are not disclosed to the customer in the advertised price,hidden fees are frequently used in airline and air travel advertising

2) Methods of Collection of dataPrimary Data 1.1. Questionnaire 1.2. Personal interview 2. Secondary Data 2.1. Secondary research 2.2. Web sites

3) Research Instrument : Primary Data:- a) Direct Personal Observation b) Indirect Oral Interviews c) Survey and Questionnaires Secondary Data- d) Website, Books and Newspaper.

4) Sampling Method: Random sampling would be adopted .

5)

Sampling size : 30.

6) Research Limitation :

a) Quality of Report will depend upon the response of the Individuals. b) Since Sophisticated tools or scientific methodology is not used there could be some inconsistency. c) Due to the limitation of time, there were some of the factors, which were not considered in the study

7) Bibliography: 1) http://www.revistadeinternet.com/e_Marketing/2619/2009/06/17/El-80-recuerda-lascampanas-on-line 2) http://www.ndtv.com/article/india/air-indias-10-day-promo-scheme-offers-unlimitedtravel-112534 Book

Stephen Shaw ,Airline Marketing and Management Fifth edition ,Ashgate publications , 2007.