WhAt is service
MArketing?Services are distinguished from products mainly
because they are generally produced at the same time as
they are consumed and cannot be stored away or taken
and enhanced marketing mix need to be deployed .
Its not about simply reaching about to customers with
the right service. But, its also about creating that right
desire to possess service.
Airlines As A service
The Airline industry came into existence during the
Origin of Indian aviation industry can be tracedOrigin of Indian aviation industry can be traced
back to the year 1912.back to the year 1912.
Air travel remains a large and growing industry. It
facilitates economic growth, world trade, international
investment and tourism and is therefore central to the
globalization taking place in many other industries
• India has the private airlines as itsIndia has the private airlines as its
key playerskey players
• 75% of the market share is owned by75% of the market share is owned by
the private sector.the private sector.
• India is the 9th largest aviation market
in the world.
PRODUCT PRICE PLACE PROMOTION PEOPLE PROCESS PHYSICAL
RAINBOW OF SERVICE MARKETING MIX
• Giving a Feel For The “Product” Inside a Service
• Consumers are demanding not products, or features
of products but the benefits they will be offered.
• The airline product includes of two types of
1. On the Ground Services.
2. In-Flight Services.
MixPremium pricing:- Use a high price where there is a uniqueness
about the product or service. Such high prices are charge for
Cheap-value pricing:- This approach is used where external
factors such as recession or increased competition force companies
to provide 'value' products and services to retain sales
APEX fares:- Apex or advance purchase fares are special fares
valid on economy class on specified sectors. They are much
lower than the normal fares.
Online 24-hour reservation Systems.
Advertising- keep in mind the image of the country,
tourist attraction, cultural heritage
Publicity- Travel agent, PRO, media people
Sales promotion- Tour operators, frontline staff
Facilities at The Airport.
Deliver Quality Service
On the ground:
Booking offices or ticket counters.
Aircraft, Seating Configuration.
Service Quality Dimension (RATER)
• Liberal Environment
• Modern Fleet
• High Quality
• Economic Growth
• Growing Tourism
• Middle east aviation
• Airport Infrastructure
• Airways Infrastructure
• National Carrier
• Deep Pockets
• High Cost Structure
• Skilled Resources
• A large & growing potential market
• Developing alternative revenue streams
– Air cargo operations
– Airframe, engine & component overhaul
– Ground handling
– Leveraging the internet
• Access to new markets