Business Strategy of Air India

Marketing Strategy of Air India

A marketing strategy helps a company to achieve business goals and objectives. the
company has proven to be a major contender amongst most of the other airlines in
India. However, even though the company seeks to be India’s major ambassador to
the rest of the world, it is bound to face a lot of competition, considering the vast
amount of competition in a country as big as India itself. Let’s check out how Air India
markets itself.
The brand utilizes undifferentiated techniques because of which it is missing out on
business sectors share in a business of this sort. To make an unmistakable picture
in the brains of clients, it utilizes a mascot to make a brand picture of neighborliness
and a rich legacy, along these lines it utilizes. Value-based situating strategies are
also heavily implemented by Air India. Several factors, along with governmental aid
have also assisted Air India with arising as the biggest worldwide Carrier out of India.
Air India’s Digital Presence
Digital presence is as important as a marketing strategy. In today’s time, each one of
us is hooked up with different social media and to be active on each platform is a
must.
 Promotes new operations and routes
 Contest results
 Pictures of the meals provided by them
 Pictures of their fleets
 Pun intended captions
 New features like “web check-in”
 Their pilots in their workplace
 Interaction through festive posts
 Engagement with their followers is nearly equal to zero as there are no such
activities or campaigns carried out on either of their social media platforms.
 Covid protocols
 Some undeniable procedures before boarding the flight
 They retweet the news articles that are about them
On LinkedIn, the posts are the same as Instagram, Twitter, and Facebook. Insights
and job vacancies are updated by the company. The impact of social media on
business is no doubt huge. Organizations understand the essence of social media in
building the brand and increasing overall revenue.
Air India Marketing Campaigns
Marketing campaigns promote products through different types of media, such as
television, radio, print, and online platforms. It not only promotes the product but also
sends a meaningful message to connect with the customer. Campaigns carried out
by Air India guarantee the best and the safest travel experience.
1. Mascot
Probably India’s most recognizable mascot, the Air India Maharaja is usually
depicted standing with his hands folded graciously in a namaste or bowed with his
hand over his heart to welcome his guests. But now, the mascot has various other
transformations. Let’s look at some of them.
2. A dig at Indigo
Air India released two advertisements on Twitter in a veiled thread at IndiGo after a
video showed one of its employees entering into a scuffle with a passenger. After the
assault incident of IndiGo, Air India took a dig at IndiGo and promised “unbeatable
service” with the letter ‘beat’ in blue- the theme color of IndiGo. The second one
depicts Air India’s mascot ‘Maharaja’ in his trademark style with the tagline, “We
raise our hands ONLY to say namaste”

IndiGo came in for criticism on Twitter for the incident with some calling for its
boycott.
3. War Ads
Air India and IndiGo are in war ads. Air India is stepping up its advertising campaign
to lure consumers. Air India put up an advertisement on a wall panel right behind
IndiGo’s check-in counters with a message- “Next time fly with Air India and feel the
difference.”. It doesn’t mention any rival but the strategic placement says it all. Even
IndiGo didn’t back off. It replied to Air India with an advertisement.

However, such aggressive marketing is a first for the national carrier. Air India is
trying to muscle its way into the consumer’s mind with high-pitched advertising and
discount offers.

Digital is the new name. You need to be alert, adaptable, and executive on the
trends. Having a digital presence makes it easy for consumers to browse through
your portfolio even when you are sleeping. It facilitates easy access without labor
and rent. Let’s see how JSW Steel cracked this.
Top 5 Competitors of this brand

 IndiGo: It is officially known as InterGlobe Aviation Limited was founded in

2006 by Rahul Bhatia and Rakesh Gangwal. It is one of India’s leading LCCs
and largest airlines.

 SpiceJet: It was founded in 1984 by Ajay Singh and Bhupendra Kansagra, it is

an Indian budget airline that primarily serves domestic destinations within
India.

 Emirates: It is a subsidiary of The Emirates Group and one of the two flag
carriers of the United Arab Emirates. It was founded in 1985.

 Jet Airways: It was founded in 1992, initially began operating as an air taxi,
and slowly grew into full operations. Jet Airways started international flights in
the year 2004.

 Air Asia: It is a Malaysian multinational low-cost airline. It is the largest airline

in Malaysia by fleet size and destinations. It was founded in 1993.