This is a presentation on Indigo Airlines, a Marketing management project how they as a company evolved overcoming and competing other companies. This presentation views about their strategies and porter's five forces.

1. On time every time

2. Introduction
• Indigo has India's largest passenger airline with a market share of 41.3% as of June 2018.
• Their USP is being on-time, low cost and providing a value-for-money hassle-free experience.
• Started in 2006 by Rahul Bhatia of InterGlobe Enterprises. The company based headquartered
at Gurgaon, Haryana, India operates to 52 destinations both domestic and international.
•
They currently have a fleet of 175 aircraft including 41 new generation A320 NEOs and 10 ATRs.

3. JANUARY FEBRUARY MARCH APRIL MAY
Founded by Rahul Bhatia and Rakesh Gangwal.
INCEPTION
The passenger market share was close to
17.3%
3rd largest in India
2nd largest in a record time of 6 years
Delivery of 50th aircraft
Largest deal of 27 $ billion in airline
business
Placed 250 airbus orders
Market share of 41.3%
Largest in india
8/28/2018
2006 2010 2012 2015 2016
Flying through the years

4. Competitors

5. 4 Ps
• 40+ Destinations
• 126 Airbus
• Airbus 320 Neo Every
Month
• Through
Billboards/Hoarding
s
• Low Fares, High Quality &
Time Services.
• Aviation Turbine Fuel
Prices Constitutes About
40% Of The Operating
Cost
• Provides low cost air
transportation services
• cargo services named
cargo
PRODUCT PRICE
PLACEPROMOTION

6. Segmentation
• Demographic
• Geographic
• Psychographic
• Benefit
Targeting
Cost Conscious
On-time
Performance
Less
Addititonal
Services

7. Branding & Positioning
• IndiGo has a 3 point corporate mantra - Low Cost, On-Time, Courteous.
• “Advertising is irrelevant if the customer experience isn’t great”
• Customers shouldn't feel cheap just because the tickets bought are
cheap.
• The company started off as a carrier for infrequent travelers, describing
how it made it easier for middle-class people to travel by air.
• However, it subtly switched to also target corporate travelers by
depicting how their work is more efficient and how it gets its
passengers to the destination, on time.

9. • Rise of fuel costs
• New entrants with low fares
as competitors
• Establish international
routes
• Provide more hospitality
and comforts.
• Point of
differentiation(POD) is less
• Limited no. of routes and no.
of seats (180) compared to
other airlines.
• No.1 in market share
• Successful
implementation of low
fares strategy
• On-time departures
Strengths Weakness
Threats
Opportuni
ties
SWOT Analysis

10. Porter’s 5 forces
RIVALRY
FIRMS
NEW
ENTRANTS
BUYERS
SUBSTITUTES
SUPPLIERS
Threat of New Entrants:
Switching cost is low so customer can easily
choose low cost carriers
Bargaining Power of suppliers:
supplier are few they are in better position
to bargain
Bargaining power of buyers
Switching from one airline to another as
there is low switching cost
Availability of Substitute
Direct Substitutes are low cost carriers like
SpiceJet and Go Air
Competitive Rivalry
It is highly competitive industry with low
return of margin.

11. Brand Equity, Brand Value
RESONANCE
JUDGEMENTS FEELING
PERFORMANCE IMAGERY
SALIENCE
• RESONANCE->High Loyalty, Personal attachment
Reliability
• FEELING->Satisfaction and high value for money
• JUDGEMENTS->Always on Time, Quality experience
• IMAGERY->Fun, Cheeky and Spunky
• PERFORMANCE->On time service, Competitive
prices
• SALIENCE->India’s largest airlines, Maximum routes

12. Marketing strategies
• DEFENSE STRATEGIES
• The aim of defensive strategies is to reduce probability of attack,
divert attacks to less threatened areas and lessen their intensity.
• POSITION DEFENSE
• It means occupying the most desirable position in consumer’s mind.
IndiGo has created this position in people’s mind when it comes to
low-budget travel and on-time service.

13. Recommendations
• Increasing advertisement in tier 2 cities will attract more economic
pricing concerned segment seeking low cost carrier services.
• Starting the loyalty program like prime membership and star cards.
• Indigo should take part in UDAN scheme in international routes.