Pricing Strategy

Indigo :
Market Penetration and Price Differentiation

Low Cost And High Quality of Service

Price to be diffrentiated with respect to days before the travel.*
High seating density and load factor.
No frills such as free food/drinks or lounges
Targeting segments locally based on seasons and festivals
Recently launched EMI option for consumers thereby expanding the potential customer
* For more than 15 days to prior to travel with other fixed base fare would vary 101 to
501,within 14 days of travel the base fare would reach up to 1500,and in case of within 7 days of
travel the base fare could vary up to 4500

Advertisement Strategy

Hoardings at airports with focus on Best on time performance

Advertisement through social networking medium-Facebook,Twitter,YouTube etc
Collaboration with Multiplexes in major cities to promote the airline and its special offers
Advertisement hoardings in multi-storeyed buildings and offices
Advertisements in magazines targetting Urban population

Sponsering fashion shows, talent hunts, New Year parties etc

Collaboration with consumer banks, credit card companies, hotels, ticketing websites to
promote special offers, discounts and cash back

 Giving IndiGo promotion a local flavour by promoting in regional languages in

respective sectors
Sending special offer details to frequent fliers by sms, email etc
Targeting foreigners in Tourist circuits

Promotional Strategy
Communication Objectives-Indigo will be promoting the below three things majorly as part of
its advertising programme-On-time performance , Affordable fares and Hassle free passenger
experience.

Pricing strategy of spicejet

The airline marked its entry in service with Rs. 99 fares for the first 99 days, with 9000
seats available at this rate.
High seating density and load factor.
No frills such as free food/drinks or lounges
Targeting segments locally based on seasons and festivals

Advertising strategy of spicejet

SpiceJet has a unique marketing strategy that focuses on word-of-mouth marketing,

supported by print and Internet media initiativxes.
It has also introduced on-board merchandise sales such as goggles, airplane models,
perfumes, caps and watches.

High quality of service offered during the flight

Pricing strategy of go air

Go Air's objective is to offer its passengers a consistent, quality-assured and efficient

performance at affordable fares.

Go Air airlines has tried to target the First, Second and Third A/C Railway passengers
and Volvo Bus Passengers. GoAir has strategically divided the fare structure in such a
way that the railway passengers can benefit most from this arrangement.

Its fares are 40% lower than that of traditional airlines.

The chief motto of GoAir is to provide a consistent, time-efficient operation while

maintaining the low fare scheme through the state-of-the-art Airbus A320 Aircraft fleets

Advertisement strategy of goair

GoAir and as part of its strategy to maintain quality, it has strategically tied-up with the
Radixx International, a leading technology provider of automated aviation and travel
related software solutions

Initially, the airline was limited to Mumbai, Ahmadabad, Goa and Coimbatore. With
induction of more aircraft, the network has expanded its wings and now Go Air services
can be availed in 13 cities. Go Air has 61 flights daily to all theses places.

Focuses on providing quality service

Best on-time performance

pricing strategy of jetlite

JetLite tries to sell maximum number of tickets through dynamic pricing. The tickets are
priced according to the availability and demand of tickets. In airline industry, the marginal
cost of flying an additional customer is very low. Thus, JetLite tries to maximize its revenue
by selling the maximum number of tickets possible. It earns its revenues not only from the
sale of tickets but also from the sale of food items and any other service for which it charges
over and above the price of the ticket

Advertising strategy of jetlite

The main adevrtising strategy of JetLite allows to book tickets both online and by an Interactive
Voice Response (IVR) system. This eliminates the need for commissions payable to middlemen.
Internet booking also obviates the need of ticketing agents and additional workers, thus cutting
down the wage bill. Moreover, the paperwork associated with transactions is considerably
reduced. The tickets are sent online to the email address of the customer and the customer can
get a printout of the ticket himself. All this helps in bringing down the cost of transactions
resulting in lower ticket prices.

Pricing strategy of indan airlines