Professional Documents
Culture Documents
The Indian Aviation Industry
The Indian Aviation Industry
GROUP 6
Common terms used in aviation
Low-cost carriers
Indigo - 14%
Spicejet - 12.5%
*SOURCE: CMIE
Marketing Segmentation-jet
Demographic segmentation
Jet has two economy class subsidiaries, namely Jet Lite
and Jet Airways Konnect
Psychographic segmentation
Golden Jet Escapes
Jetkids which is a special program for children aged 2 to
12
Jet mall in partnership with ELVY-premier and domestic
Behavioral segmentation
Jet Privilege- for frequent flyers
Jet Mobile
Marketing Segmentation-Air India
Demographic - Business and economy
class
Psychographic -
national carrier as a household name.
Behavioural -
still preferred airline for the govt staff and
old clientele.
Market Positioning-Jet
a. User postioning
Three-dimensional billboards in Mumbai to
hardsell the company’s message on more leg
room
b.Quality Positioning
c.Benefit postioning
Air India-
a. Attribute positioning
The Maharaja mascot exists since 1948
-positioning using years of existence
b. User positioning
c. Benefit postioning
d. Price postioning
Strategies Adopted-Jet Airways
Refilling
ATF in hubs in north east for its flights
where people switch connecting flights
Reason- ATF prices low
M
A
R
K
E
T
-6.5%
G
R
O
W
T
H
-13%
1 0
RELATIVE MARKET SHARE
GE MATRIX
JET AIRWAYS
OMBINED WITH JET LITE , JET KONN
MARKET
ATTRACTIVENESS
WEIGHTAGE GRADE TOTAL
FACTORS
HIGH
3.67
PASSENGER FLIGHTS
JET AIRWAYS
MEDIUM
.7 ( Combined )
23
%
( 3 . 45 ,
2 . 65 )
2.33
LOW
1
Ansoff Matrix for Jet Airways
Je t A irw a ys
Product Present New
Market
Market Development
§ International Star-Alliance
membership
§
§ Targeting potential
customers travelling in AC
by rail
Product Development
•
• Jet Konnect—a new service 15%
cheaper than Jet airways launched
in domestic and very soon in
international routes.
•
• Jet Escapes travel package
Diversification
•
•
• Jet Mall for lifestyle products
SWOT ANALYSIS
HELPFUL ( in achieving the HARMFUL ( in achieving the
INTERN objective ) objective )
AL STRENGTHS WEAKNESSES
ORIGIN Financial restructuring
3 billion $ debt due to expansion
(attri Access to financial resources
Massive fleet expansion
EXTERN
AL OPPORTUNITIES THREATS
ORIGIN New expansion to middle east High and rising ATF prices.
nment) telepresence
MARKET
SURVEY
ON
AVIATION INDUSTRY
OBJECTIVE
• TO UNDERSTAND THE CONSUMER
BEHAVIOR OF INDIANS
TRAVELLING BY AIR.
• TO DETERMINE THE CURRENT
SCENARIO IN AVIATION
INDUSTRY.
•
•
1. How do you choose an
airline to travel ?
2. Number of times u have
travelled by air in past three
months?
3. Reasons for last air travel?
4. In Which class do you
normally fly?
5. How do u rate services offered
by following airlines?
6. What do you think about no
frill/low cost airlines?
7. how do you perceive Jet as a
brand?
8. What factors do you
consider before buying a
airline ticket ?
9. What do you think about
the following economy classes
of Jet?
10. Which discount is
attractive?
CONCLUSION
• Thus we see in our survey that there
is a sustained demand for low-cost
carriers triggered by the economic
downturn. Jet’s low cost carriers Jet
Konnect & Jet Lite will enable Jet to
survive in this environment.
•
•
•
• Once the economy bounces back to
its bullish levels Jet can expect a
huge growth in revenues from its full
service carrier and until then low cost
Suggestions
§ People welcome economy class
flights.
§
§ Low cost airlines need to advertise
more to position themselves in the
minds of people
§
§ Jet is perceived as a comfort brand
§
§ People look for discounts more than
any other factor when choosing an
Questionnaire