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India's Most Admired Airline Brand 2010
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India's Most Admired Airline - 2010

India's Most Admired Airline - 2010

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India's Most Admired Airline Brand 2010 Presentation Transcript

  • 1. India’s Most Admired Airline Brand 2010 Social Media Research Report Highlights March 2010
  • 2. Introduction
  • 3. An observational word of mouth research study of major brands in the Indian Airline Industry as represented by consumer conversations across the internet
  • 4. Rankings
  • 5. Overall Rankings Airline Industry Airline Rank Kingfisher Airlines 1 Jet Airways 2 Indigo 3 Spicejet 4 Indian Airlines 5 GoAir 6 Paramount Airways 7 Jetlite 8 Kingfisher Red 9 MDLR Airlines 10 Jagson Airlines 11
  • 6. Category Rankings Full Service Carriers Low Cost Carriers Airline Rank Airline Rank Kingfisher Airlines 1 Indigo 1 Jet Airways 2 Spicejet 2 Indian Airlines 3 GoAir 3 Paramount Airways 4 Jetlite 4 MDLR Airlines 5 Kingfisher Red 5 Jagson Airlines 6
  • 7. Association Rankings Booking and Customer Service Rank General Feedback Rank Onboard Service experience Rank Category Airline Rank Category Airline Rank Category Airline Rank Jet Airways 1 Kingfisher Airlines 1 Jet Airways 1 Kingfisher Airlines 2 Jet Airways 3 Kingfisher Airlines 3 Full Service Full Service Full Service Indian Airlines 5 Indian Airlines 5 Paramount Airways 5 Carriers Carriers Carriers MDLR Airlines 6 Paramount Airways 9 Indian Airlines 7 Paramount Airways 9 MDLR Airlines 10 MDLR Airlines 8 Indigo 3 Spicejet 2 Indigo 2 Spicejet 4 Indigo 4 Spicejet 4 Low Cost GoAir 7 Low Cost Jetlite 6 Low Cost GoAir 6 Carriers Jetlite 8 Carriers Kingfisher Red 7 Carriers Kingfisher Red 9 Kingfisher Red Not enough data GoAir 8 Jetlite 10 Jagson Airlines Not enough data Jagson Airlines Not enough data Jagson Airlines Not enough data
  • 8. Punctuality Rank Ground/Airport Services Rank Category Airline Rank Category Airline Rank Jet Airways 2 Kingfisher Airlines 1 Kingfisher Airlines 4 Jet Airways 2 Full Service Full Service Indian Airlines 6 Indian Airlines 5 Carriers Carriers Paramount Airways Not enough data Paramount Airways 7 MDLR Airlines Not enough data MDLR Airlines 9 Indigo 1 Spicejet 3 Spicejet 3 Indigo 4 Low Cost GoAir 5 Low Cost GoAir 6 Carriers Jetlite Not enough data Carriers Jetlite 8 Kingfisher Red Not enough data Kingfisher Red Not enough data Jagson Airlines Not enough data Jagson Airlines Not enough data
  • 9. Toplines
  • 10. • Kingfisher Airlines recorded the highest volume of conversation closely followed by Spicejet and Jagson Airlines recorded lowest volume of conversation. • Consumer Review Sites recorded the maximum number of conversations as compared to other venues. • The total number of mentions as recorded was 1254 with Kingfisher Airlines accounting for the biggest chunk closely followed by Spicejet. Jagson Airlines recorded the lowest number of mentions. • Booking and Customer Service as an association claimed the 29 percent of the total mentions followed by Ground/Airport Services at 24 percent, General Feedback at 22 percent, Onboard Service Experience at 15 percent, and Punctuality at 10 percent. • 14 percent of the total mentions very Highly Negative, 61 percent were Negative, 12 percent were Positive, and 13 percent were Highly Positive.
  • 11. • Under the ‘Booking and Customer Service’ association, Jet Airways was ranked highest whereas Paramount Airways was ranked lowest. • Under the ‘General Feedback’ association, Kingfisher Airlines was ranked highest whereas MDLR Airlines was ranked lowest. • Under the ‘Onboard Service Experience’ association, Jet Airways was ranked highest whereas Jetlite was ranked lowest. • Under the ‘Punctuality’ association, Indigo was ranked highest whereas Indian Airlines was ranked lowest. • Under the ‘Ground/Airport Services’ association, Kingfisher Airlines was ranked highest whereas MDLR Airlines was ranked lowest.
  • 12. Methodology
  • 13. • The study was conducted for the period from 1st December 2008 to 30th November 2009. • The players in Indian airline industry were broadly divided in two categories -‘Full Service Carriers’ and ‘Low Cost Carriers’. • Of the eleven brands chosen for the scope of this study, five belonged to full service category whereas six were from low cost category. • Historic internet search volume data was used to identify major keywords/key-phrases associated with all the brands. • The keywords/key-phrases were then run on a proprietary search engine to sample conversations from various social media venues. • All sampled conversations were manually assigned pre-defined associations. A mention refers to associations of a brand within a conversation. Each conversation can have multiple associations and each association is referred to as a mention. • The associations used for the purpose of the study were defined as ‘Booking and Customer Service’, ‘Ground/Airport Service’, ‘Onboard Experience’, ‘Punctuality’ and ‘General feedback’. • Each mention was assigned a sentiment ranging from highly negative to highly positive. • A cumulative score was arrived at, based on mention volume and sentiment for each brand.
  • 14. Analysis and Charts
  • 15. Conversations
  • 16. Industry Conversation Volume
  • 17. Conversation Volume Distribution Across Brands 160 147 146 139 140 120 111 100 82 80 75 75 75 75 75 75 75 75 75 75 75 Total 60 60 58 51 834 40 20 20 11 9 0 Kingfisher Jet Airways Indian Paramount MDLR Indigo Spicejet GoAir Jetlite Kingfisher Jagson Airlines Airlines Airways Airlines Red Airlines Volume Industry Average Full Service Carriers Low Cost Carriers 160 147 160 146 139 140 140 120 111 120 100 100 Total 76 76 76 82 76 76 76 Total 75 75 75 75 75 80 459 80 375 58 60 60 60 51 40 40 20 20 11 20 9 0 0 Kingfisher Jet Airways Indian Paramount MDLR Indigo Spicejet GoAir Jetlite Kingfisher Jagson Airlines Airlines Airways Airlines Red Airlines Volume Category Average Volume Category Average
  • 18. Mentions A mention refers to associations of a brand within a conversation. Each conversation can have multiple associations and each association is referred to as a mention.
  • 19. Mention Volume Full Service Carriers Low Cost Carriers
  • 20. Full Service Carriers
  • 21. Low Cost Carriers
  • 22. Mention Associations and Sentiment
  • 23. Conclusions
  • 24. • There is an increase in the number of people discussing issues related to airlines with each other. Increasingly more people are becoming part of such online discussions which in turn impacts their purchase decisions. • Most of the consumers initiate these conversations on consumer review sites which implies the increasingly people are looking at internet as not just a medium to vent out their expressions but also to learn from and share with each other the information and opinions they have about brands. • Majority of the conversations were centred on booking & customer service and ground/airport services. Handling delays and cancellations, refunds, and baggage damage and loss emerged out as the most problematic conversation themes. • Most of the conversations recorded a negative sentiment implying that people are more probable of sharing negative experiences as compared to positive ones. • With increasing competition and globalization, it is imperative that brands be aware of consumer perceptions around them being reflected by pure and organic sources like consumer conversations. • The internet offers brands the unique opportunity to not just listen to consumers but also to engage with their consumers and prospective consumers in a meaningful dialogue.
  • 25. Intellitrense Drizzlin Media Research Services For any queries contact: robin.abraham@drizzlin.com (M) +91 9833320768 www.drizzlin.com A Branding 2.0 Consultancy New Delhi • Mumbai • Singapore • London • New York