|
  

 CREW MEMBERS

‡ ROLL NOS.
‡ 25
‡ 58
 u |  
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rServices are distinguished from products mainly because

they are generally produced at the same time as they are
consumed and cannot be stored away or taken and
enhanced marketing mix need to be deployed .

rIts not about simply reaching about to customers with the

right service. But, its also about creating that right desire to
possess service.
 |
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‡ a
Airlin
industry cam
into
ist
nc
during t

17t c
nturi
s.

 
 


 



 





‡ Air trav
l r
mains a larg
and growing industry. It

facilitat
s
conomic growt  world trad

int
rnational inv
stm
nt and tourism and is
t
r
for
c
ntral to t
globalization taking plac
in
many ot
r industri
s
   











  



 





‡ India is the 9th largest aviation market in

the world.
m







‡ Mark
t S ar
. The market shares of the
Major Airlines (First quarter2009) are as given
in the pie chart below:
 THE SERVICE MARKETING
TRIANGLE
‡ One can better understand the workings of
airlines by looking at its marketing triangle.
COMPANY

ENABLING PROMISES MAKING PROMISES

PROVIDER CUSTOMER

KEEPING PROMISES
 p
 p

  p 



6
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 6


‡ ˜iving a F

l For a
³Product´ Insid
a S
rvic

Wrapp
r .

‡ Consum
rs ar
d
manding not products or f
atur
s

of products but t
b
n
fits t
y will b
off
r
d.

‡ a
airlin
product includ
s of two typ
s of s
rvic
s:

1. On t
˜round S
rvic
s.
2. In-Flig t S
rvic
s.
 6 


Pr
mium pricing:- Use a high price where there is a uniqueness

about the product or service. Such high prices are charge for
luxuries

C
ap-valu
pricing:- This approach is used where external

factors such as recession or increased competition force companies
to provide 'value' products and services to retain sales

APEX far
s:- Apex or advance purchase fares are special fares

valid on economy class on specified sectors. They are much
lower than the normal fares.
 6
 
Onlin
24- our r
s
rvation Syst
ms.

aour Op
rator

arav
l Ag
nt
 Promotion Mi
Adv
rtising- k

p in mind t
imag
of t
country
tourist attraction cultural
ritag

Publicity- arav
l ag
nt PRO m
dia p
opl

Sal
s promotion- aour op
rators frontlin
staff

 P
opl
Mi
R
liability

Caring Attitud

˜oodwill
 6

 
R
s
rvation.

Flig t Information.

Faciliti
s at a
Airport.

Baggag
Handling.

M
al S
rvic
.

Flig t Ent
rtainm
nt.

D
liv
r Quality S
rvic

 6
On t
ground: In-flig t:

Booking offices or ticket counters. Aircraft, Seating Configuration.

Paperwork. Good Inner-exteriors.

Tickets. Ambience.
Top 10 Airline Companies Of India
 
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.

 
 Introduction
‡ J
t Airways is an airline based in
Mumbai, India.

‡ It is India's third largest airline.

‡ Jet Airways also operates two low-cost

airlines, namely Jetlite (formerly Air
Sahara) and Jet Airways Konnect.
 j
  
  

‡ Kingfisher is one of the ‡ Jet Airways is the

latest Airlines in INDIA. experienced airline in
INDIA.

‡ Overall growth in year ‡ Overall growth in year

2008-09 is 37%. 2008-09 is 16%.
‡ Kingfisher acquired ‡ Jet airways acquired
46% share in Air Air Sahara in 2006.
Deccan.
‡ Jet Airways already
‡ Domestic airlines has domestic as well
poised to go as international
international flights. flights.
 j
  
  
‡ In a s ort span of 2 y
ars ‡ J
t Airways as its
its mark
t s ar
as mark
t s ar
31%
b
com
28% including including Air Sa ara.
Air D
ccan.

‡ P
rsonal in-flig t ‡ Av
rag

nt
rtainm
nt

nt
rtainm
nt in
v
ry s
rvic
s.
s
at.
‡ It was awarded the ‡ Jet Airways won
µBest New Airline Of Double Honour Travel
the Year¶ award. Trade Gazette Travel
award.

‡ Already have training ‡ They are plan to start

academy training academy.
‡ Kingfisher is one of only 6
airlines in the world to have a 5
star rating
from Skytrax, along with Asian
Airlines, Malaysia Airlines,
Qatar Airways,
Singapore Airlines and Cathay
Pacific Airways.
‡ Air aransport World Award
‡ They were the first Indian
airline to receive the World
Travel Market Global Award,
the world's premier global
travel event in London
2001 for Market Development
 „
  
 
- K
y Attraction - K
y Probl
m
‡ Experience exceeding 14 year ‡ Loosing domestic market share
‡ Only private airline with ‡ Scope for improvement in in-
international operation flight service
‡ Largest fleet size

- Opportuniti
s -a r
ats
‡ Untapped air cargo market ‡ Strong competitors
‡ Scope in international service ‡ Fuel price hike
and tourism ‡ Overseas market competition
 „
  
 
- K
y Attraction - K
y Probl
m
‡ First airline with full new fleet ‡ Service delivery to metros and
of aircraft other big cities
‡ Brand image with Flamboyant ‡ High ticket pricing
Personality of Vijay Mallya ‡ High attrition in top brass
‡ Unmatched in flight service

- Opportuniti
s - a r
ats
‡ Under penetrated domestic ‡ Existing Operators
market ‡ Fuel price hike
‡ International market
‡ Expanding tourism industry
‡ Fleet size expansion
C„„„
  




‡ Hoardings
‡ Brand Ambassadors
‡ Sponsorships
‡ Event Organization
   „  
 
- Political Issu
- Economic Eff
cts
‡ License issue for international ‡ Rising income level
operation ‡ Reduced fare but yet not
‡ Infrastructural constraint enough

- Social Eff
ct - a
c nology Eff
ct

‡ Sound Pollution ‡ Modernization of aircrafts
‡ Plane hijacking ‡ The growth of e
e--commerce and e
e--
ticketing
Consum
r C oic
Param
t
rs
 
 

‡ Conc
ntrat
Dom
stic Mark
t

‡ Hir
Big Brand Ambassadors

‡ Fr
u
ncy of a Adv
rtis
m
nts

‡ ibrant Imag

‡ ai
-Ups