Presentation

Marketing Management
By Saketh, Hariprasath, Prateek, Ravikanth, Apoorva Dhimar
 SWOT ANALYSIS
Strengths Weaknesses
• Positive Image • Sustaining Profits

S W
• Services • Over Dependence on volume
• High Stakeholders Engagement • The Grounding of aircraft
• Corporate Social Engagement • Increasing fuel prices
• Fleet Strategy

Opportunities Threats
• Growing Demand of foreign Travel
• Globalization
• Increase in the demand
• Increasing Partnership
O T • High competition
• Costing
• Pandemic Situation
• Terrorist Attack
• Increase in Domestic Tourism • Government Regulations
 5C Analysis Understanding of sociocultural,
regulatory,technological,economic and
Indigo Airlines spends heavily on R&D
It promotes innovation and physical contexts is necessaryto make
to preserve its leadership position..
supports creative ideas. right business decisions.

Its Financial position is strong and can

afford to scale up production as a result
of successful marketing strategies.
Indigo Airlines targets both high
end and low-end market
segments.
The primary market segment
of Indigo imiddle and lower
class people who want
affordable choices.
It is able to create superior
value for its target customers
relative to the competition.
Availability of several substitutes
has increased bargaining power of
customers.
Indigo keeps up with the latest product and
Company process innovations, all recent
Context
developments to stay ahead of its
competitors.
5 C’S
MARKETING
Indigo Airlines has partnered with
MIX various collaborators that allowed the
Customers
company to develop new product lines
Collaborators
and enhance the product development
and distribution process.
Competitors
Indigo is looking to collaborate with 12
global airlines in the coming years to
consolidate its position in the Indian
This Forces Inidgo to provide high
Airline Industry.
quality products at low price
 Segmentation, Targeting & Positioning

SEGMENTATION POSITIONING

• Indigo has customers • Provides low cost travel

in the middle income by increasing number
group who prefer low of economy seats.
cost travel. TARGETING • By using a no-frill
• People in urban and model i.e. providing
semi urban areas of • Frequent travelers only necessary
age 25-60 prefer low cost travel services.
to save costs.
• People having travel
related jobs.
Marketing Mix 7P’s People
 Indigo follows a low cost model, hence it’s target
customer are the middle and upper middle class people.
Product
 The internal employees and external people are also
 It provides low cost air transportation Place
important for efficient working of the airlines.
service to it’s customers. • Indigo’s primarily focus on domestic market,
 In the same price range it offers quality with market share of 57.7% in India.
service relative to it’s competitor. • Indigo has 74 domestic routes and 25
international routes across major cities.
Process
Physical environment
 Indigo maintains transparency in
it’s entire process to gain loyal MARKET  On ground services like baggage handling,

customers. MIX check-in counters and booking office.

 It’s excellent service helps it gain  In-flight services like ambience in aircraft,

trust among the customers. service by flight crew and amenities are crucial

Price
 Indigo’s low cost model helped it
succeed in the domestic market.
 Indigo also offers constant discount to
it’s customers.
Promotion
 Indigo airlines captured the market share with it’s low cost model
and availability across locations which helped to promote it’s
brand.
 Indigo also promoted through billboards, print media and
 Digital Marketing

• Focus on the attractive factors

of destination.
• Integrating their moto lean
clean flying machine.
• Show that indigo will bring
their travel dream come true.

• Flying is not boring.

• It can be interesting and the
• Using Scenic pictures to
view can be awesome from
promote their new services.
the sky.
• Using emotional factor to
• Show how it feels when they
reminisce people.
choose indigo.
• Promoting their low fares.
 Improvements Needed

• Focus on the People in 7P’s. Treat and Reward employees fairly

• Reposition themselves as People centric organization.
• World has already started to open up and travel industry is on growth line once again.
• Transform advertisement strategy into - Indigo helps to go back to Good days
Thank you