2. A Singapore-based full-service airline,
SilkAir currently flies to 49 destinations
across 12 countries and is the regional
wing of Singapore Airlines.
SilkAir pedigrees as one of Asia-Pacific’s
leading regional carriers began
as Tradewinds Charters formed in 1975.
Positioned as a premium, short-to-medium
haul regional carrier gives it a unique
appeal amongst leisure and business
travellers in Asia
3. • Service excellence
• Cost Effective
• Safety
• Integrity
• Unprecedented flying
experience
• Connects the less- reached
much-heard destinations
• Concern for staff
4. A budget, no-frills, low-cost, upstart
airline
It’ s frequent flyer programme ‘Kris
Flyer miles’ means ‘Kris Flyer smiles’
Connects to more exotic destinations
People asking for more flights
through FB page
Many Tier II and Tier III cities in
India are pushing for air services
Woos more business class travellers
in India
6. Share of top states/UTs of India in
number of domestic tourist visits
in 2014
Tamil Nadu
Uttar Pradesh
Karnataka
Maharashtra
Andhra Pradesh
Others
25.6%
12.9%
10.3%
6.8%
6,3%
38.3%
Share of top states/UTs of India
in number of foreign tourist
visits in 2014
Tamilnadu
Maharashtra
Uttar Pradesh
Delhi
Rajasthan
West Bengal
Kerala
Others
20.6%
19.4%
12.9%
10.3%
6.8%
6.1%
4.1%
19.8%
Source-https://en.wikipedia.org/wiki/Tourism_in_India
7. PASSENGER PROFILE Singapore
Indonesia
Europe
Other region
Australia &
China
America
India
Japan & Kor
Malaysia
13%
12%
11%
10%
8%
4%
3% 3% 3%
0
2
4
6
8
10
12
14
16
Share in % (2014)
Share in %
33%
Source-https://en.wikipedia.org/wiki/Tourism_in_India
8.
9. Threat of new entrants- High
11 new airline companies (ex. Air Asia, Air carnival , Air Costa, Air
Vistara, Air Pegasus…)commenced in India after 2010 and
among them only one ceased(Air Mantra).
As per the new government rules in India, airlines must still have
20 planes before they can fly internationally, but no longer need to
have operated for five years.
Threat of Substitutes- High
Bus, Railways, Private road transport.
Bargaining Power of Suppliers-Low to Medium
Being the major suppliers are Boeing and Airbus, the company hasn’t
faced any troubles in upgrading its flights
10. Competition within the industry- High
• Scoot, the Philippines' Cebu Pacific, South Korea's Jeju Air, Thailand's
Nok Air and NokScoot, Tigerair Singapore, Tigerair Australia and Japan's
Vanilla Air have all formed the new 8-member-strong partnership, Value
Alliance which can be a competition to Silk Air fleet.
• Competition also arises from Air Vistara, Jet Airways , Tiger Airways and
many regional companies and also lead international players.
Bargaining Power of Customers- Medium
Passenger profile of wide ethnicity demands more, but increasing disposable
incomes among a growing middle class are boosting air travel.
11. Strength
•Silk Air has good multiple passenger
brand positioning
•Silk Air can boast on its leading service
excellence in aviation industry.
•The company has a strong phase of
growth
•Has a strong network in the Tier 2 cities
•Always been a prestigious name among
aviation sector
S
Weakness
•Low network among US and European
travellers
•Lack of strong alliances
•Low network to Tier 1 cities
•Shortage of advertisements and PR
activities
Opportunities
•Now Indian government is looking to develop
about 350 dilapidated or underused airstrips
across India into "no frills airports.
•Silk Air can cater to the demanding needs of
domestic travellers to different cities.
•The company can woo in Indian passengers
flying to Asia –Pacific region.
•With it’s service excellence , Silk Air can
develop a strong network of loyal customers.
Threats
•Indian govt plans to bring down airfares to 2,500
rupees per hour of flying time.
•As per the new rule, airlines will now be charged
a cess on domestic routes to pay for subsidized
flights.
•More and more companies are entering into
domestic market and can also begin their
international service if they have 20 or more
flights.
12. Networking-Needs strong networking among
foreigners arriving in India since the FTA increase is
4.2%.
Advertising and Marketing-More novel marketing to
reach target customers from United States, United
Kingdom and Srilanka
Enlarging Connectivity-Adopt methods to connect
with domestic travellers to eight cities since the
domestic travellers have increased by 12.92%.
Building strong customer base-Pitch in travellers
from substitute travel methods.
Bring in first time travellers to India
13. Bring in the joy of flying, especially to first time flyers
Tell them about time saving ,cost –effective, easy and
comfortable travel and one need not know English to travel
in a flight.
Create travel-tour-packages for old and lonely, honeymoon
or couples, students, adventurers, family and friends
Ally with the great Indian emotion
Ally with ‘Swadesh Darshan ‘,[Coastal circuit, Eco Tourism
Circuits (Andhra Pradesh and West Bengal),] ‘National
Mission on Pilgrimage Rejuvenation and Spiritual
Augmentation Drive (PRASAD)’ and also ‘Transform India’.
14. Make hassle free travel within India
Leverage ‘Tradewinds Tours and Travel Private Limited’
More travellers from Asian countries to India should
prefer Silk Air
15. Advertising Campaigns (Print media and Out –door)
Public Relations (Boost the usage of regional languages, )
Corporate Social Responsibility
Digital Advertising
(Facebook, Twitter, website, YouTube,
Smart phone apps…)
More International Cooperation/Strategic
Partnerships
Print and production
Events and Exhibitions
Market research
16. Budget-15,00,000 INR
Budget Split- OOH and Digital Advertising
OOH- Hoardings across 8 Indian destinations of Silk Air
Digital Advertising- Smart Phone App, YouTube videos of
testimonials, Facebook advertisements, Facebook contests &
Twitter
17. സുപ്രഭാതം… ಶುಭ ೋದಯ…
शुभ प्रभात… శుభోదయం…
সুপ্রভাত… காலை வணக்கம்…
Even at the altitude of 30,000 feet , we speak your regional language ; feel the
warmth of local flavour amidst silky clouds. Silk Air, A joy to fly…
18. Silky Clouds Welcomes You… Silky-fly your Journey with Silk Air…
Sky has limits , we know your limits. A flight journey within your budget…
19. If your destination defines your destiny, fly with Silk Air…
Avail our special offers on ‘Kris Flyer Miles’ for business class travellers.
20. Apologizing for compromising your diet plans,
Next time please travel with us on your ‘cheat day’.
Silk Air , Silky-fly your Journey…
