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Competitive Communication Analysis

Group 1

Group 1 | PTMBA | IIIrd Yr Marketing | IMC

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COMPETITIVE COMMUNICATION ANALYSIS?
To find answers to  Are You Running With the Pack? Or you stand out from the Crowd?  What is competition doing?  Is my communication is just words or is actually persuading the consumer to act?  How do I offer value proposition which is compellingly distinct from my competitors?   How well am I able to communicate my message to consumer? What perception customers carry about my Brand personality? ««««we must plan and execute competitive communication analysis.

Goal of competitor analysis is to enable you to simplify predictions of competitor¶s moves and counter moves when multiple competitors are involved.

Group 1 | PTMBA | IIIrd Yr Marketing | IMC

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Tata Sky
Isko Laga Dala to Life Jhingalala

Group 1 | PTMBA | IIIrd Yr Marketing | IMC

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Marketing Communication Mix Advertising Personal Selling Word of mouth Direct marketing PR and publicity Marketing Communication Mix Sales promotion Interactive marketing Events and experiences Group 1 | PTMBA | IIIrd Yr Marketing | IMC 4 .

TATA SKY .EVENTS Group 1 | PTMBA | IIIrd Yr Marketing | IMC 5 .

TATA SKY ± SALES PROMOTION Group 1 | PTMBA | IIIrd Yr Marketing | IMC 6 .

AIRTEL SALES PROMOTION Group 1 | PTMBA | IIIrd Yr Marketing | IMC 7 .

WAP Advertising  200.Direct Selling.000+ Tata Sky Plus STBs through Helpline only  The first DTH Service Provider to incorporate WAP advertising Group 1 | PTMBA | IIIrd Yr Marketing | IMC 8 .

Objective of Communication Category need Brand awareness Brand attitude Brand purchase intention (Cold war campaign) Group 1 | PTMBA | IIIrd Yr Marketing | IMC 9 .

DESIGN OF COMMUNICATION Group 1 | PTMBA | IIIrd Yr Marketing | IMC 10 .

 Rational  Social  Trust of Tata and Superior Technology of Sky  Attractive Solutions for the whole family  Reasonable rates Communication covering Customer service. dependable. Flexibility and Better Product Brand Ambassador Perfectionist. believable super star.Message Strategy Isko laga dala to«. Group 1 | PTMBA | IIIrd Yr Marketing | IMC 11 .

Successful super star. Wish karo« Ghar Aayi Zindagi«. Communication covering Quality. liked by all ages. 12 Group 1 | PTMBA | IIIrd Yr Marketing | IMC .Message Strategy Ghar aayi zindagi  Rational  Social  Ego-Satisfaction     Talks about Own Satellite Better Quality (HD) Dish karo«. emotions and ego massaging Brand Ambassador Dynamic.

Message Strategy Better product  Rational  Social  Picture Quality (Dil Titli)  Focus on Product features and Technology Communication covering Quality. Emotions and better product Brand Ambassador Current hot pair of the Bollywood. symbolizing commitment. relationship and dedication Group 1 | PTMBA | IIIrd Yr Marketing | IMC 13 .

Message Strategy Sabse aadhunik DTH  Rational  Ego satisfaction  Latest Technology  Fastest Customer Service Bollywood upcoming star Communication covering Fast service and ego massaging Brand Ambassador Group 1 | PTMBA | IIIrd Yr Marketing | IMC 14 .

CREATIVE STRATEGY  Informational appeal  Transformational appeal Group 1 | PTMBA | IIIrd Yr Marketing | IMC 15 .

RELIANCE BIG TV INFORMATIONAL ADVT Group 1 | PTMBA | IIIrd Yr Marketing | IMC 16 .

Message Source Group 1 | PTMBA | IIIrd Yr Marketing | IMC 17 .

Uniqueness of communication     Authenticity (TATA +Amir Khan) Proactivity / Contemporary Funny ± High Recall Value Category Leadership Group 1 | PTMBA | IIIrd Yr Marketing | IMC 18 .

Target customer  Middle class family with kids and in-laws (A. C cities)     Loves Cricket. Bollywood. Saas Bahu Serials Religious Astrology Aspiring to move up Group 1 | PTMBA | IIIrd Yr Marketing | IMC 19 . B.

Perceptual Map Quality High Cable TV Low DD Direct High Price Low Group 1 | PTMBA | IIIrd Yr Marketing | IMC 20 .

Stories Women ± Shopping.Tata Sky ± Isko laga dala.Learning. makes life full of fun«!!! Group 1 | PTMBA | IIIrd Yr Marketing | IMC 21 . to life ZINGALALA«. Games. Cooking Elders ± Active Darshan English Speaking Astrology Makes the whole family happy.!       Wholesome DTH Service for full family KIDS .

Outdoor. Radio. very successful (TV. Local festivals. Print. School Contact Programs)  Lot of Creative Awards  Differentiator ± Customer Service  Proactive brand  Brand Image : ‡ Young and innovative company focused at providing the best products and services to its customers and willing to go the extra mile to make their life Zingalala  Result : Fastest growing DTH service in India Group 1 | PTMBA | IIIrd Yr Marketing | IMC 22 . Van promotions.Tata Sky ± IMC  High voltage 360 Degree Campaign. Internet. Mall and Cinema Activations.

Tata Sky Isko Laga Dala to Life Jhingalala PART II Group 1 | PTMBA | IIIrd Yr Marketing | IMC 23 .

indiadth.DTH Market in India (DD Direct excluded) Market Share .in/2011/07/15/dth-market-share-subscribers/ Group 1 | PTMBA | IIIrd Yr Marketing | IMC 24 . 2005 Sept.2011 DTH Operator Launched in June. 2008 March. 2008 Sept. 2006 Subscribers 1. 2009 Source : http://www.1 crore 60 lakh 56 lakh 55 lakh 36 lakh 30 lakh 8% 9% 16% 19% 31% 17% D Nov. 2008 Dish TV Tata Sky Big TV Airtel Digital TV Sun Direct Videocon D2H April.

hifivision.html Group 1 | PTMBA | IIIrd Yr Marketing | IMC 25 .com/digital-cable-dth/12703-dth-why-4.Regional Preference Source: http://www.

iAstro. Active Games.  Super Saver pack: 124 channels and costs Rs 275 per month. Active Cooking.Its interactive services such as Active Topper. iNews. Active Astrology. Its interactive services includes iNet. Active Wizkids. iTravel. Active Stories. iMatinee. i Kisan. etc Packages  Super value:110 channels and .  Super Value pack: 103 channels and costs Rs 200 per month. Packages  Super Hit pack: 63 channels and costs Rs 160 per month. Active Learning. Active English. iLearn. iSports. etc. Active Darshan. Active Mall.  SuperValue Kids pack : 104 channels and costs Rs 225 per month. costs Rs 127 per month  New value: 118 channels and costs Rs 160 per month  Economy: 155channels and costs Rs 221per month  Mega : 177 channels and costs Rs 304 per month  Ultra : 184 channels and costs Rs 364 per month Group 1 | PTMBA | IIIrd Yr Marketing | IMC 26 .

ICICI Active. Sports Active. Packages Titanium pack: 193 channels and costs Rs 332. Jobs Active. Shaadi Active. News Active. Travel Active. Bhakti Active.Its interactive services include Gaming.5 per month Child pack :190 channels and costs Rs 165per month Platinum Shine Pack +1 free top up: 190 channels and costs Rs 312per month Gold : 165 channels and costs Rs 210per month Silver :145 channels and costs Rs 125per month South platinum : 190 channels and costs Rs 312per month South Gold :155 channels and costs Rs 190per month South Silver: 145 channels and costs Rs 125per month Group 1 | PTMBA | IIIrd Yr Marketing | IMC 27 . Traffic Active. etc. Multilingual Service. Astro Active.

hifivision.View from top Source: http://www.com/digital-cable-dth/12703-dth-why-4.html Group 1 | PTMBA | IIIrd Yr Marketing | IMC 28 .

DTH HD Market in India Market Share .2011 32% 20% 26% 22% Dish TV Tata Sky Airtel Digital TV Others Source: Media Partners Asia Group 1 | PTMBA | IIIrd Yr Marketing | IMC 29 .

TATA SKY HD Group 1 | PTMBA | IIIrd Yr Marketing | IMC .

What can we watch on Tata Sky HD Group 1 | PTMBA | IIIrd Yr Marketing | IMC .

TATA SKY HD+ Group 1 | PTMBA | IIIrd Yr Marketing | IMC .

Group 1 | PTMBA | IIIrd Yr Marketing | IMC .

Brand Features Technology Movies on Demand (no of channels) Audio Languages offered No. of True HD channels Costing Packages Offered Optional / Regional / Add on packages Total no of channels Total cost of acquiring all channels (per month) Cost of Set Top Box (`) Total Cost of Ownership (1st year) (`) Performance Program information (days) Favourite channel groups Tata MPEG-2 5 6 7 5 22 163 470 2590 7900 4 1 Dish TV MPEG-2 5 20 3 4 15 198 550 2990 7990 4 7 Airtel MPEG-4 2 10 3 8 98 197 435 3090 5100 7 4 34 Group 1 | PTMBA | IIIrd Yr Marketing | IMC .

What does this mean?  Core Product is almost similar  Some minor differences in augmented product in the form of interactive and value added services Group 1 | PTMBA | IIIrd Yr Marketing | IMC 35 .

Features and better product .  Better price  Rational appeal Communication covering Quality.Message Strategy Position: Quality of service  Focus on Product features and Technology  High sound quality and high definition picture for greater experience.

Communication covering Quality.Communication Strategy Tagline : Dish karo«. Wish karo«  Fulfills every wish of the viewer seeking the best in entertainment  Talks about Own Satellite  Better Quality (HD)  Rational appeal  Positioning : Ghar Aayi Zindagi«. emotions and ego massaging -move from mere functional communication to a more emotional paradigm .

Communication Strategy Tagline : Isko laga daala toh life jingalala«.  Value = (Perceived +Real) benefits Cost  Emotional appeal Communicating ³ Value´  Benefits from the product  One stop for complete family entertainment  Delighting customer with value added service  Flexibility of packages Group 1 | PTMBA | IIIrd Yr Marketing | IMC 38 .

Something for the whole family High Technology.Comparison : Communication Vs Differentiation DTH Operator Message Diferentiator Match : Isko laga daala toh life jingalala«. superior quality 2007 : Having own satellite 2009 : Something for whole Family 2011 : High in techn Digital TV ‡ 2007: Dish Karo. Wish karo ‡ 2009 : Ghar aayi Zindagi ‡ 2011 : Are you Hded yet? ‡ ‡ ‡ Group 1 | PTMBA | IIIrd Yr Marketing | IMC 39 .

Kingfisher Fly the good times Group 1 | PTMBA | IIIrd Yr Marketing | IMC 40 .

Competitive landscape 2010-11 Group 1 | PTMBA | IIIrd Yr Marketing | IMC 41 .

Online medium Advertising Sales promotion Personal Selling Marketing Communication Mix Direct marketing PR and publicity B2B Space Events and experiences Extensively used Interactive marketing Group 1 | PTMBA | IIIrd Yr Marketing | IMC 42 .Marketing Communication Mix ± Airline Industry Predominantly On board. Print.

PR & Publicity Marriott International ties up with the only Five Star Airline in India Guests can earn up to 4 times King Miles from June-September 2011 Mumbai. a leading lodging company to provide its members luxurious stay options across the world. King Club members can also enjoy a host of other privileges such as no blackout dates i. Springhill Suites and Residence Inn by Marriott and many more. today announced a tie-up with Marriott International. Fairfield Inn & Suites. King Club members will now earn King Miles for their stay at any of the 3.400 Marriott International properties worldwide. Over and above. King Club members can also earn 2 King Miles per 1 USD spent by booking their stay at various Marriott properties such as The RitzCarlton. Marriott Hotels & Resorts and JW Marriott among others while earning 1 King Mile per 1 USD spent for stay at Courtyard. Group 1 | PTMBA | IIIrd Yr Marketing | IMC 43 . redemption against exclusive products on Air Boutique ONLINE. lounge vouchers. 2011: King Club. Common members can convert their Marriott Reward Points into King Miles for redemption against free flights. upgrades on Kingfisher First.e. the only Five Star Airline in India. Renaissance Hotels. King Club members can book their stay at any Marriott International property all year round. India's most rewarding frequent flyer program of Kingfisher Airlines. June 15.

Newspapers Magazine Advertisement Group 1 | PTMBA | IIIrd Yr Marketing | IMC 44 . Websites.Advertising  Printing . Magazines.Commonly used medium for IMC  Hoardings.

schemes. Group 1 | PTMBA | IIIrd Yr Marketing | IMC 45 .Interactive Marketing / Relationship Marketing     Frequent Flyer Program (Loyalty Building) King Club ± Kingfisher Jet Privilege ± Jet Airways Personalized Mails to King Club Members about newer flight options. reward points etc. miles earned.

Speeches / Lobbying / Annual reports / Company magazine YES YES Annual Reports / Co. Magazine YES Co Magazine Co Magazine NO YES Catalogs / Mailings / Email / Web Sites None B2B Sales presentation s / incentive programs YES YES (Not Sports) NO YES YES YES NO NO YES YES YES YES YES YES YES NO NO NO NO NO NO NO YES YES YES NO NO NO YES YES NO YES NO YES YES NO NO 46 Group 1 | PTMBA | IIIrd Yr Marketing | IMC .Utilization of Communication Mix Brand / Element Sub element of Mix Kingfisher Jet Indigo Air India Spice jet Go Air Paramount Jagson Advertising Sales Promotion Events & Experiences PR Direct & Interactive Word of Mouth Personal Selling Print / Electronic / Outdoor / Symbols & logos YES YES YES Contests / Coupons / Rebates / Tie-ins / loyalty programs YES YES NO contests Coupons / Rebates YES Coupons / Rebates Coupons / Rebates NO NO Sports / Entertainm ent.

DESIGN OF COMMUNICATION Group 1 | PTMBA | IIIrd Yr Marketing | IMC 47 .

Charming. emotions and ego massaging Group 1 | PTMBA | IIIrd Yr Marketing | IMC 48 .´ Target Group ± Professionals.³The Kingfisher Airlines family will consistently deliver a safe. Dedicated and extremely committed individual Communication covering service. Rich People Services ± Across value ladder Brand Ambassador Young. Business Executives. value-based and enjoyable travel experience to all our guests.Message Strategy Fly Good Times  Rational  Social  Ego satisfaction (King Club) ± x factor ‡ First airline to offer exclusive entertainment onboard ‡ Youthful & Vibrant image of parent brand ± leveraged ‡ Vision .

Message Source  Kingfisher Celebrities ± Deepika Padukone & Yana Gupta Group 1 | PTMBA | IIIrd Yr Marketing | IMC 49 .

Jet Airways will be the most preferred domestic airline in India. which other competing airlines will seek to match. It will be the automatic first choice carrier for the travelling public and set standards. Jet Boutique.Message Strategy The Joy of Flying  Rational  Social  Ego satisfaction ‡ Most successful private airline in India ‡ Multiple services Jet Mall. Jet Spark. Jet Kid. Group 1 | PTMBA | IIIrd Yr Marketing | IMC 50 . Target Group ± Professionals. Charismatic personality Communication covering convenience and luxury. Business Executives. Rich People Services ± Across value ladder Brand Ambassador An Icon. ‡ Mission .

SpiceJet¶s mission is to become India¶s preferred low-cost airline. ‡ Mission . to price sensitive consumers Target Group ± Smaller Corporates.Message Strategy Flying for everyone  Rational  Social ‡ Low Cost airline. delivering the lowest air fares with the highest consumer value. Middle Class People NO Brand Ambassador Web Check in Group 1 | PTMBA | IIIrd Yr Marketing | IMC 51 . ‡ Looking at volume to improve bottom line.

places to be.Message Strategy  Rational ‡ Low Cost airline. Time Conscious NO Brand Ambassador Group 1 | PTMBA | IIIrd Yr Marketing | IMC 52 . people to see .who don't want to waste time. ‡ IndiGo is built for people with things to do. money or energy in the process Target Group ± Professional who are Frequent Travelers. ‡ USP ± ON TIME.

for Govt Employees who can get their tickets free on this airline Target Group ± Professional who are Frequent Travelers. ‡ USP ± ON TIME.Message Strategy  Rational ‡ Low Cost airline. µAtithi Devo Bhava¶ Brand Mnemonic Group 1 | PTMBA | IIIrd Yr Marketing | IMC 53 . ‡ Air India is built for people who want to travel with the Indian Hospitality. Time Conscious Truly Indian.

It's captivating theme.Message Strategy FLY SMART  Rational  Social ‡ Low Cost airline. Charming and Bollywood attraction Group 1 | PTMBA | IIIrd Yr Marketing | IMC 54 . 'Fly Smart' is aimed at offering passengers a consistent. Middle Class People Brand Ambassador Beautiful. ‡ GoAir is positioned as 'the Smart People's Airline'. quality-assured and timeefficient service Target Group ± Professionals.

Communication  Kingfisher Group 1 | PTMBA | IIIrd Yr Marketing | IMC 55 .

Communication  Kingfisher Group 1 | PTMBA | IIIrd Yr Marketing | IMC 56 .

Communication  Kingfisher Group 1 | PTMBA | IIIrd Yr Marketing | IMC 57 .

Communication  Kingfisher Group 1 | PTMBA | IIIrd Yr Marketing | IMC 58 .

Communication  Kingfisher Group 1 | PTMBA | IIIrd Yr Marketing | IMC 59 .

Communication  Jet Airways Group 1 | PTMBA | IIIrd Yr Marketing | IMC 60 .

Communication  Jet Airways Group 1 | PTMBA | IIIrd Yr Marketing | IMC 61 .

Communication  Jet Airways Group 1 | PTMBA | IIIrd Yr Marketing | IMC 62 .

Communication  Jet Airways Group 1 | PTMBA | IIIrd Yr Marketing | IMC 63 .

Communication  Jet Airways Group 1 | PTMBA | IIIrd Yr Marketing | IMC 64 .

Communication  Jet Airways Group 1 | PTMBA | IIIrd Yr Marketing | IMC 65 .

Communication  Jet Airways Group 1 | PTMBA | IIIrd Yr Marketing | IMC 66 .

Communication  Jet Airways Group 1 | PTMBA | IIIrd Yr Marketing | IMC 67 .

Communication  Jet Airways Group 1 | PTMBA | IIIrd Yr Marketing | IMC 68 .

Communication 
Jet lite

Group 1 | PTMBA | IIIrd Yr Marketing | IMC

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Communication 
Jet Konnect

Group 1 | PTMBA | IIIrd Yr Marketing | IMC

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Communication 
Spice Jet

Group 1 | PTMBA | IIIrd Yr Marketing | IMC

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Communication  SpiceJet Group 1 | PTMBA | IIIrd Yr Marketing | IMC 72 .

Communication 
SpiceJet

Group 1 | PTMBA | IIIrd Yr Marketing | IMC

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Communication 
SpiceJet

Group 1 | PTMBA | IIIrd Yr Marketing | IMC

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Communication 
Indigo

Group 1 | PTMBA | IIIrd Yr Marketing | IMC

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Communication  Indigo Group 1 | PTMBA | IIIrd Yr Marketing | IMC 76 .

Communication  Indigo Group 1 | PTMBA | IIIrd Yr Marketing | IMC 77 .

Communication  Air India Group 1 | PTMBA | IIIrd Yr Marketing | IMC 78 .

Communication  Air India Group 1 | PTMBA | IIIrd Yr Marketing | IMC 79 .

Communication  Air India Group 1 | PTMBA | IIIrd Yr Marketing | IMC 80 .

Communication  Air India Group 1 | PTMBA | IIIrd Yr Marketing | IMC 81 .

Communication  Air India Group 1 | PTMBA | IIIrd Yr Marketing | IMC 82 .

Communication  Air India Group 1 | PTMBA | IIIrd Yr Marketing | IMC 83 .

Communication  Air India Group 1 | PTMBA | IIIrd Yr Marketing | IMC 84 .

Communication  Air India Group 1 | PTMBA | IIIrd Yr Marketing | IMC 85 .

Communication  Air India Group 1 | PTMBA | IIIrd Yr Marketing | IMC 86 .

Communication  Air India Group 1 | PTMBA | IIIrd Yr Marketing | IMC 87 .

Communication  Go Air Group 1 | PTMBA | IIIrd Yr Marketing | IMC 88 .

Communication  Go Air Group 1 | PTMBA | IIIrd Yr Marketing | IMC 89 .

Communication  Rivalry amongst different Airlines Group 1 | PTMBA | IIIrd Yr Marketing | IMC 90 .

Communication  Rivalry amongst different Airlines Group 1 | PTMBA | IIIrd Yr Marketing | IMC 91 .

Differentiation (Communication)  Skytrax ± 5 star certified airline Group 1 | PTMBA | IIIrd Yr Marketing | IMC 92 .

Perceptual Map Quality High Low High Price Low Group 1 | PTMBA | IIIrd Yr Marketing | IMC 93 .

Kingfisher Fly the good times Part II Group 1 | PTMBA | IIIrd Yr Marketing | IMC 94 .

Touch-points with Customer: Air travel« Short listing and buying the ticket based on need and features On Board Experience on board while travelling Customer engagement by marketer post travel Before Travel Post Travel Group 1 | PTMBA | IIIrd Yr Marketing | IMC .

Holiday packages boarding and lodging & earn loyalty points.Benefit statement ± Features Before travel Features Benefits Connectivity / Flight Timings RATIONAL BENEFITS ‡ Cheap fares making air travel affordable. Sick advance.Alliance their requirement connecting to their with booking portals schedules / business / family timings. EMOTIONAL BENEFITS Luggage handling Assistance . Luggage allowance ‡ Facility to web check in to select seat well in Medical Care . Expectant Mothers ‡ Consumer can choose premium class of Alliance with other partners travel. Group 1 | PTMBA | IIIrd Yr Marketing | IMC . Pricing ‡ Helps consumers to pick their flights as per Ease in booking .Infant / Kids / ‡ Enhanced features create consumer pull. passengers ‡ While shifting base pets can travel along. Multiple Class of travel ‡ Booking through web portals. ‡ Holiday travel packages including travel.Old. Web Check-in ‡ In the event of connection not available Pet care / Travel enables consumer to earn loyalty points with alliance airlines. tele booking On ground assistance offer convenience.

encouraging consumer to aspire to travel.Comparative travel services ± Before travel Fea Connec Flight imings icing E se in ooking . however pricing becomes an issue. Sick passengers Luggage handling Asssitance .nfant / Kids / E pectant Mothers Alliance with other partners Holiday packages We Check-in Pet care / ravel re Kingfis er Jet ndigo ir ndia ice jet Go ir Kingfisher & Jet score over other competitors in terms of services before travel.lliance ith ooking ortals Multiple Category of travel On ground assistance uggage allowance Medical Care . Group 1 | PTMBA | IIIrd Yr Marketing | IMC High Medium Low .Old.

EMOTIONAL BENEFITS ‡ Passengers get access to entertainment making travel an enjoyable experience. ‡ New aircraft ensure sitting comforts and safety. hygienic and variety of food does matter. ‡ Food & Beverage in longer flights. ‡ Quality. Age of Air Craft Group 1 | PTMBA | IIIrd Yr Marketing | IMC . ‡ Business travelers prefer airline which has high on time travel record. ‡ Business travelers can use on board office equipment and communication facilities in an event of urgent business situations.Benefits statement Features ± On board Features Safety On time travel On board entertainment Food & Beverages Type of Air Craft Benefits RATIONAL BENEFITS ‡ Safety is of prime importance. time being most precious.

Comparative travel services ± On board Fea ure Safe On me rave On board en er a nmen Food & Beverage pe of A r Craf Age of A r Craf K ng er Je Ind go A r Ind a Sp e je Go A r High Medium Low ‡ Kingfisher and Jet Airways lead the pack with all the facilities. however their low cost versions namely KF Red. ‡ Air India has wide variety of air craft and some of the planes are old and hence score average. Group 1 | PTMBA | IIIrd Yr Marketing | IMC . Jetlite. ‡ Indigo / Spicejet and Go air all are low cost airlines and hence do not offer any frills. Jet Konnect do not have them all.

Lounge facilities Free drop at destinations Group 1 | PTMBA | IIIrd Yr Marketing | IMC . ‡ Free drop facilities make business travelers feel comfortable especially at new locations. ‡ Passengers are offered lounge facilities with complementary facilities like food and beverages etc to make them feel comfortable during waiting period during connecting flights / before flying.Benefits statement Features ± Post travel Features Loyalty program redemptions Benefits EMOTIONAL BENEFITS ‡ Passengers are given free domestic and international tickets as redemption.

 ¤¢ ¤ © ¤¢  ¦ © ee o High  ¤ £  ¢  § Lo ¦  ¤¨ © ¦ ¨ ¢¦ § ¦¥ ¡¤£ ¢¡ Lo o c Feature e e o Kingfisher e e e o Medium Low Group 1 | PTMBA | IIIrd Yr Marketing | IMC   et Indigo Air India Spice jet Go Air . ‡ None of the low cost fliers offer any such benefits. ‡ Air India scores over others by offering.Comparative travel services ± On board ‡ Both Kingfisher and Jet offer 5 star type Lounge facilities to their consumers with Jet scoring above all. free drop at destination but only on select international route.

‡ Product features have been chosen to fulfill the need of consumers across the value ladder. ‡ Each of these carriers have successfully communicated their positioning to the target consumers. low cost carriers offer NO FRILL travel to increase their revenue. Group 1 | PTMBA | IIIrd Yr Marketing | IMC . ‡ Whereas full cost carriers look at relationship marketing and value added services to improve their revenue.Summary: Air travel services ‡ Marketers have defined their TG and accordingly are offering services at different price points in each segment.

differentiated product & services in line with their positioning (except KF Red) Premium services delivered on board. however Indigo has differentiated their Services though µOn time¶ travel benefit Group 1 | PTMBA | IIIrd Yr Marketing | IMC . though no major differentiation (except Jet lite & Jet konnect) Delivering as promised Delivering as promised No specific tag-line No specific tag-line .Communication v/s Differentiation Well delivered.

Shyam Devikar Sanjay Shah Naziya Maknojia Deepali Desai Padmakumar Unni Sammir Vichare Akshay Wadhwa -6 -15 -17 -24 -34 -35 -36 THANK YOU Group 1 | PTMBA | IIIrd Yr Marketing | IMC 104 .