Services at IndiGo Airlines

Presented By: Sudip Dutta

PGDM 2010 -2012
Marketing Major
Globsyn Business School, Kolkata

Indian Aviation Industry

Aviation industry in India in 9th largest industry and fastest growing
industry in the world.

The number of travellers carried by domestic airlines between January and June
2010 increased 21.86 per cent to 25.71 million, contrasted with 21.09 million in
the corresponding time span of 2009, facts and figures supplied by diverse
household airlines showed.

With Air traffic extending to augment at over 21 per cent in June, India's largest
low-cost carrier Indigo is catching up to restore Air India at the third spot in
terms of market share. According to the facts and figures issued by the
Directorate General of Civil Aviation, Indigo has expanded its market share
to 16.4 per cent, close to Air India's 16.9 per cent. Amidst the other airlines,
JetLite bagged 26.5 per cent, pursued by Kingfisher at 21 per cent and Air India
amidst the LCCs, IndiGo is pursued by SpiceJet at 13.3 per cent, Go Air at 5.8 per
cent and Paramount at 0.3 per cent. The number of traveller soaring in June this
year increased to 4.57 million from 3.76 million in the identical month last year.

 IndiGo Airlines commenced operations on the 04th of August 2006 with

their inaugural flight from Delhi to Imphal
Founded by Rahul Bhatia and Rakesh Gangwali. InterGlobe established
IndiGo the following year, modelled on US low cost carrier JetBlue and
bolstered with an investment from president & CEO Bruce Ashby (a former
US Airways EVP).
Consolidating its
. position as the fastest growing airline in India with 237
flights, connecting 25 destinations across the nation, in a short span of
almost 5 years.
January 19, 2011 India's largest low fare airline, IndiGo, has been
granted international traffic rights, by the Government of India, to operate
services from several cities in India to Singapore, Bangkok, Dubai and
Muscat during the forthcoming summer schedule
India, August 12, 2010After bagging the prestigious Skytrax World
Airline Award for being the best low cost airline of India & Central
Asia at the World Airline Awards.

Airline wise- Market Share

Chair Factor

IndiGo Airlines described the highest chair factor of 90.7 per cent,
pursued by flavour Jet Airways 88.5 per cent,
Paramount Airways 86.8 per cent,
Kingfisher Airlines 85.1 per cent,
Go Air 84.0 per cent,
JetLite 83.6 per cent,
Jet Airways 80.5 per cent
Air India household 72.3 per cent, in that order.
The general on-time presentation (OTP) of scheduled domestic airlines in
June 2010 has been 78.5 per cent.
IndiGo has a simple philosophy: offer fares that are always low, flights
that are on time, and a courteous, hassle-free travel experience. IndiGos
On Time Performance is one of the best in India. IndiGos Technical
Dispatch Reliability is 99.91% making it the airline with the least number
of cancellations in India.

4Ps OF MARKETING MIX

PRODUCT

PLACE

PRICE

Design.

Distribution
Channels.

List Price.

Quality.
Range.

Methods of
Distribution.

Brand Name.

Coverage.

Features.

Location.

Discounts.
Commissions
.

PROMOTIO
N
Advertising.
Sales
Promotion.

Surcharges.

Salesmansh
ip.

Extras.

Publicity.

RAINBOW OF SERVICE MARKETING MIX

PRODUCT

PRICE

PLACE

PROMOTION

PEOPLE

PROCESS

PHYSICAL
EVIDENCE

PRODUCT MIX
Giving a Feel For The Product Inside a
Service Wrapper .
Consumers are demanding not products, or features of products
but the
benefits they will be offered.
The airline product includes of two types of services:
1. On the Ground Services.
2. In-Flight Services.

PRICE MIX

Premiu
m
Pricing

Value For
Money
Pricing

Cheap
Value
Pricing

LowCost
Pricing

APEX
Fares

PLACE MIX

Online 24-hour
reservation Systems.
Consolidation.
Tour Operator/ Travel
Agent.
Affiliated with
companies.

PROMOTION MIX

Advertising
Airlines advertisement needs to keep in mind the image of country, the
scenic beauty, tourist attractions, rich cultural heritages or which would
attract number of tourists.

Publicity
The PRO, receptionist, travel agents, media people are very important
people in publicizing the business.

Sales Promotion
The travel agents, tour operators, frontline staffs contribute a lot to
the promotion of airlines business.

Word of Mouth
Customer Loyalty Ladder.

PEOPLE MIX
Competence.
Reliability.
Caring Attitude.
Responsiveness.
Initiative.
Problem Solving Ability.
Goodwill.

PROCESS MIX

Reservation.
Flight Information.
Facilities at the Airport.
Baggage Handling.
Meal Service.
Flight Entertainment.
Deliver Quality Service.

PHYSICAL EVIDENCE

In-flight:

On the ground:

Aircraft.
Seating Configuration.
Good Inner-exteriors.
Cleanliness.
Uniforms.
Ambience.
Baggage.
Labels or Tag.

Booking offices or ticket

counters.
Paperwork.
Brand Logo.
Tickets.

PROCESS FLOW DIAGRAM OF SERVICES DELIVERY

The services delivery process flow diagram (PFD) is
as hyperlinked.

Positioning Strategies
Price & Product Attributes Economy oriented
Customer Service Processes On time every time
Strong & Organized Service Distribution & Delivery
Systems
Healthy & Luxurious Service Environment
Competent Service Personnel

Tag line - On Time Every Time

Application of Focus Strategy Analysis

BREADTH OF SERVICE OFFERINGS

Narrow
Many
NUMBER OF
MARKETS
SERVED

Few

Service
Focused

Fully Focused
(Service and
market
focused)

Wide
Unfocused
(Everything
for everyone)

Market
Focused

IndiGo Airlines concentrates on a particular type of

market which is economy-driven and only serves that
market. Thus it adopts FULLY FOCUSED Strategy.

Evaluation of Competition
With Air traffic extending to augment at over 21 per cent in
June, India's largest low-cost carrier Indigo is catching up to
restore Air India at the 3rd spot in terms of market share.
According to the facts and figures issued by the Directorate
General of Civil Aviation, Indigo has expanded its market
share to 16.4 per cent, close to Air India's 16.9 per cent.
Amidst the other airlines, JetLite bagged 26.5 per cent, pursued
by Kingfisher at 21 per cent and Air India amidst the LCCs,
IndiGo is pursued by SpiceJet at 13.3 per cent, Go Air at 5.8
per cent and Paramount at 0.3 per cent.
The number of traveller soaring in June 2011 increased to 4.57
million from 3.76 million in the identical month last year.