7 P’s OF MARKETING MIX

PRODUCT
PRICE
PLACE
PROMOTION
PEOPLE
PROCESS
PHYSICAL EVIDENCE

AIR INDIA
BY
DIVYANSHU RANJAN
BBA TY,SEM-5
ROLL-51
MOS
INTRODUCTIO
N OF AIR INDIA
• Air India is the flag carrier airline of India, headquartered at New Delhi.[8] It
is owned by the Government of India, which has approved the sale of 
Air India Limited to Talace Private Limited, a Special-Purpose Vehicle
 (SPV) of Tata Sons. The sale is expected to close in December 2021. Air
India operates a fleet of Airbus and Boeing aircraft serving 102 domestic
and international destinations.[9][10] The airline has its hub at 
Indira Gandhi International Airport, New Delhi, alongside several focus
cities across India. Air India is the largest international carrier out of India
with an 18.6% market share.[11] Over 60 international destinations are
served by Air India across four continents. The airline became the 27th
member of Star Alliance on 11 July 2014.
• The airline was founded by J. R. D. Tata as Tata Airlines in 1932; Tata
himself flew its first single-engine de Havilland Puss Moth, carrying air mail
 from Karachi's Drigh Road Aerodrome to Bombay's Juhu aerodrome and
later continuing to Madras (currently Chennai). After World War II, it
became a public limited company and was renamed as Air India. On 21
February 1960, it took delivery of its first Boeing 707 named Gauri
Shankar and became the first Asian airline to induct a jet aircraft in its fleet.
[12] In 2000–01, attempts were made to privatise Air India and from 2006

onwards, it suffered losses after its merger with Indian Airlines. Another

privatisation attempt was launched in 2017, which concluded with
ownership of the airline and associated properties reverting back to the
Tatas in 2021.
 Air India at one time had two products.
Passenger and cargo transport.
PRODUCT However, the cargo transport of Air
India has been decommissioned in
2012, and the airlines only operates
through passengers. 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.
 Air India has different prices based on
the route of Air traffic as well as the
distance and finally the number of halts
PRICE on the way. At the same time, within a
flight, 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.
Along with this, the travel via Air India
is not much renowned, and hence the
airline cannot demand premium pricing.
PLACE • 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.
PROMOTION
•  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). The
fact that Air India is an Indian government
operated airline in itself creates a brand
 equity for the airline. Besides this, 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.
PEOPLE
• Air India has a team of skilled &
professionally trained pilots, ground staff,
flight attendants, freight movers and packers,
security personnel, management decision
makers and most importantly, customers.
 • To avail of the air service, there is online
or manual booking of tickets followed by
confirmation at security desks on arrival
PROCESS at the airport at least 2 hrs before the
scheduled commencement of the journey.
After boarding the aircraft, basic after
sales services are provided to those who
avail of the range of services available.
Besides, arranging for passenger travel
post landing to the convenient
destination, arrangements made if flights
are delayed or rescheduled etc are some
of the value additions that the airline
offers to provide improved 
customer satisfaction.
PHYSICAL
EVIDENCE
•  All Air India planes are spacious and
excellent in their service. Their premium
lounges too are very very comfortable.
Hence, many people like to travel from Air
India itself.