AIR INDIA –TURN AROUND

STRATEGY

BY- GROUP 8
ABARNA,ANUDHARANI,RAGHVAN,RAMYA,RIYAZ,
NIKITA
INTRODUCTION

 Air India is an air charter firm that offers international and domestic
 passenger and cargo services.
 Air India is a Government company. Pradeep Singh Kharola is the
 Managing Director of Air India and has an approval rating of 66 from
 Owner members. Air India's latest funding round was a Debt for
$229.4M
 on Nov 2017. Air India's top competitor is SpiceJet, led by Ajay Singh,
 who is their Managing Director.

 Founded: 1932

 Headquarters: New Delhi

 Estimated Annual Revenue-$3.4B

 Estimated Employees-28,085
FINANCIALS
COMPATATIVE MARKET SHARE
MARKETING
 Companion Free Scheme
 Special Companion Free Scheme

 Preferred Agent Programme (PAP)

 Corporate House Scheme

 Agency Commission

 Performance Linked Bonus (PLB)

MARKETING STRATEGY OF AIR INDIA

PRODUCT

Air India at one time had two products. Passenger

and cargo transport. However, the cargo
transport of Air India has been decommissioned in
2012,

For passenger transport, Air India uses a fleet

of Boeing and Airbus planes. The flight, along with
in flight entertainment and its premium lounges
are some of the main products of Air India.
MARKETING STRATEGY OF AIR INDIA

PRICE

Air India has different prices based on the route of

Air traffic as well as the distance and finally the
number of halts on the way.

Two kinds of pricing exist – Economy class and

Business class. The pricing of Air India is competitive
pricing as none of the airline operators can
nowadays exist without keeping competition in
mind.

The travel via Air India is not much renowned, and

hence the airline cannot demand premium pricing.
MARKETING STRATEGY OF AIR INDIA

PLACE

Point of purchases i.e. ticketing counters at traveling

agencies, online options (E.g. Membership
promotions, couple tickets, Tourist packages for
agencies and various other individual and corporate
offers).

Air India is an Indian government operated airline in

itself creates a brand equity for the airline.

Regular banners and outdoor promotions are carried

out by Air India. Finally, the airline offers various trade
discounts and trade tie ups to promote its own
business via the B2b channel.
MARKETING STRATEGY OF AIR INDIA

PROMOTION

All Airline tickets are nowadays booked online

so that place in Air India does not matter
much. Most online retail sites like yatra.com,
make my trip, Expedia have Air India airlines
listed on their portal, and this is
where people can buy Air India tickets.
BRANDING

 Frequent flyer
programme
 Premium lounges

 Logo
OVER ALL BUSINESS
PERFORMANCE
OPERATIONS
EXPANSION OF MARKET
 Air India flies to a total of 94 destinations
including 54 domestic destinations and 40
international destinations in 28 countries
 across four continents around the world.
TURNAROUND PLAN
 CRISIS STABILIZATION
 NEW LEADERSHIP
 STAKEHOLDER
MANAGEMENT
 Strategic Route Optimization and Planning

High
Aircraft On time
Utilization performance

Least
Efiicient Operational
Turnaround Customer
MRO Efficiency time satisfaction
Loyalty In flight
incetives Services

Young
aircraft
fleet

Establish New Delhi as a global hub and target emerging destinations

Fig: Strategic focus

THANK YOU