BYAKHILA G. 1201006 ANUDEEP K.

1201011 ARINDAM ROY 1201013 SNIGDHA PANDEY 1201099 UMA MARRI 1203053 BANASHREE DEY 1203066

The Past: Barter system Local trades-handicraftstextiles-spices-precious metals

The modern: Innovation- leading to marketing

Post liberalization Scenario:

INNOVATION

The requirements: Clear Vision Market Knowhow Right strategy Risk tolerance

Businesss today rely on innovation

Customer is the king

Economic instability

Competition

Product Price Promotion Place

MARKETING

INNOVATE

STRATEGIZE

IMPLEMENTATION

SUCCESS

OPERATIONS

1. Full service Airline

2. Budget Airline

----------- A CASE

Established: 2006 by Rakesh Gangwal and Rahul Bhatia, of InterGlobe Enterprises

Shares: InterGlobe - 51.12% Caelum Investments 48.88% Operates 32 destinations in India and abroad with 355 flights each day Implements the HUB and SPOKE model Pricing strategy: typically fares increase with increase in seats filled

Air India (Dom) 16.8% IndiGo 26.0%

Jet Airways 20.7%

JetLite 6.7% Kingfisher 4.2% Spicejet 18.6%

Go Air 6.9%

- Low Cost Airline -IndiGo stands for three things 1. Being on time 2. Being courteous and hassle-free 3. Offering low fares.- Aditya Ghosh, President, IndiGO Airlines

THE TECHNIQUE
1. Cost cutting 2. Younger fleet 3. Right basics 4. Efficient management of technology

THE OUTCOME
1. Low Fares 2. Customer friendly 3. On time services

.A Contrast

Increasing Debts always failed to attract good investors since its inception. his poor commitment to the stake holders Employee Retention failed to deliver its services and it was not able to pay back salaries to its employees

Declining Trust failed to deliver the trust among the customers, shareholders, suppliers and even the government authorities. Even the government was not willing to bail out KFA from the financial crisis.
Brand Conflict: acquired a low cost carrier Air Deccan Economic Slow Down increasing fuel costs and the operational costs slowed down their services Failure to focus on Points of Parity failed to deliver common services like safety, comfort and economy pricing Tough competitors