Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Ppt of project 1


Published on

Comparative study of promotional schemes of indian airlines with their competitors

  • Be the first to comment

  • Be the first to like this

Ppt of project 1

  1. 1. Comparative Study Of Promotional Schemes of Indian Airlines with their competitors Kirti Dhingra
  2. 2. Objectives of the Study <ul><li>To study the Promotional Schemes of Indian Airlines and compare them with their competitors </li></ul><ul><li>To study the structure and designing of different promotional schemes </li></ul><ul><li>Suggesting different techniques to enhance the existing schemes </li></ul><ul><li>Recommending new ideas of promotional schemes and fares </li></ul>
  3. 3. Emergence of Promotional Schemes In Indian Airlines Industry <ul><li>Liberalization </li></ul><ul><li>Civil Aviation Policy </li></ul><ul><li>Air Corporations (Transfer of Undertaking and Repeal) Act, 1994 </li></ul><ul><li>Private Carriers </li></ul><ul><li>Low Cost Carriers </li></ul><ul><li>Competition </li></ul>
  4. 4. Starting point of promotional offers in Indian <ul><li>In 1992, department of Sales & Promotions </li></ul><ul><li>First, strategy was Frequent Flyer Programmes </li></ul><ul><li>In 1993, Jet Airways and Air Sahara </li></ul><ul><li>In 2002, unprecedented development in the commercial aviation industry in India. </li></ul><ul><li>Jet Airways-'Everyone Can Fly’ </li></ul><ul><li>Indian-'U Can Fly‘ </li></ul><ul><li>Air Sahara-'Steal a Seat' </li></ul>
  5. 5. Promotional Schemes? <ul><li>Sales promotions </li></ul><ul><li>“ Marketing communications employed for a pre-determined, limited time to increase customer demand, stimulate demand or improve product availability” </li></ul>
  6. 6. Objectives of Promotional Schemes <ul><li>Building Brand Equity </li></ul><ul><li>Building Consumer Loyalty </li></ul><ul><li>Increase in Market Share </li></ul><ul><li>Increase in Revenue </li></ul>
  7. 7. Promotional Schemes/Fares of Indian <ul><li>Schemes </li></ul><ul><li>IA-ABN AMRO Bank Debit Card </li></ul><ul><li>Super Saver Utsav Plus </li></ul><ul><li>Corporate Super Saver </li></ul><ul><li>IA-Amex Co-brand Card </li></ul><ul><li>Flying Returns </li></ul><ul><li>IA Packages </li></ul><ul><li>Surf-n-Save </li></ul><ul><li>Bid & Fly </li></ul><ul><li>Platinum Card </li></ul><ul><li>i-mint Coalition loyalty Programme </li></ul><ul><li>Fares </li></ul><ul><li>Easy Fares </li></ul><ul><li>Unchecked Fares </li></ul><ul><li>Spot fares </li></ul><ul><li>Indian Family Fares </li></ul><ul><li>Economy premium fares for travel in Executive class </li></ul><ul><li>Apex-fare (14 Date Slab) </li></ul>
  8. 8. Promotional Schemes/Fares of Jet Airways <ul><li>Schemes </li></ul><ul><li>Jet Escapes </li></ul><ul><li>Jet Airways CitiBank Credit Cards </li></ul><ul><li>Jet Elite Surprises </li></ul><ul><li>JP Offer </li></ul><ul><li>Companion Free Offer </li></ul><ul><li>Fares </li></ul><ul><li>Concessional Fare </li></ul><ul><li>One Fare </li></ul><ul><li>Advance Purchase Web Fares </li></ul>
  9. 9. Coupon Schemes <ul><li>Indian ( Super Saver) </li></ul><ul><li>4 & 8 coupon package in economy & Executive class with optional coupons of 2 & 4 respectively </li></ul><ul><li>Validity period 4 to 8 months </li></ul><ul><li>Price per coupon for 8 coupon scheme is more in Indian </li></ul><ul><li>Jet Airways (One fare) </li></ul><ul><li>6 & 8 coupons in economy and premiere class with no optional advantage </li></ul><ul><li>Validity period 3 to 4 months </li></ul><ul><li>Jet price is Rs1051.25 less than for economy and Rs326.25 less for business class </li></ul>
  10. 10. Cntd…… <ul><li>Indian offers 12 & 20 Coupons in economy and executive class in “Corporate Super Saver Scheme” </li></ul><ul><li>Jet offers 6 & 8 for Premiere class and 12 & 16 for Economy class in “Corporate One Fare Scheme” </li></ul><ul><li>For economy class, price/coupon is less for Indian and for business class it is more as comparison to Jet Airways </li></ul>
  11. 11. Joint Promotions-Co-brand cards <ul><li>Indian has a tie-up with American Express Bank (Credit Card) and ABN Amro Bank (Debit Card) </li></ul><ul><li>It offers in 3 category Gold, Silver and Green </li></ul><ul><li>Jet Airways has a tie-up with City Bank (Credit Card) </li></ul><ul><li>It has 2 category Gold & Silver </li></ul>
  12. 12. Features of Co-brand Cards <ul><li>Discounts on tickets </li></ul><ul><li>Free FFP Membership </li></ul><ul><li>Discount on other promotional Schemes </li></ul><ul><li>Upgrade Vouchers </li></ul><ul><li>Accident Insurance </li></ul><ul><li>Bonus Miles </li></ul><ul><li>Extra Baggage Allowance </li></ul>
  13. 13. Contest Schemes <ul><li>Jet Airways- ‘Jet Elite Surprises’ </li></ul><ul><li>Kingfisher- ‘Cheer@HomeContest’ </li></ul><ul><li>Air Deccan- ‘SMS Contest’ </li></ul><ul><li>Indian- ‘Fly Indian Get Haier’ </li></ul>
  14. 14. Apex (Advance purchase Excursion) Fare Factors of Comparison <ul><li>Date Slab- IA (D-14) and Jet (D-10, D-15, D-20 & D-25) </li></ul><ul><li>Sectors- IA (145) and Jet (33) </li></ul><ul><li>FFP Points </li></ul><ul><li>Free Baggage Allowance </li></ul><ul><li>Journey </li></ul>
  15. 15. Holiday Packages <ul><li>On the basis comparison of different features and fare, Indian offers best holiday Packages as compare to Jet Airways with stable validity period. </li></ul><ul><li>On average basis Jet charge more than Indian </li></ul>
  16. 16. Companion Scheme <ul><li>Indian and Kingfisher offers 50% discounts on full fare business class for companion and Jet offers 100% on special fare </li></ul><ul><li>Having more sectors availability in scheme ,Indian has a big advantage on both Jet and kingfisher. </li></ul>
  17. 17. Exclusive Schemes of Indian <ul><li>Platinum card </li></ul><ul><li>I-mint coalition loyalty programme </li></ul><ul><li>Easy fares </li></ul><ul><li>Unchecked fares </li></ul><ul><li>Spot fares </li></ul><ul><li>Economy Premium Fares for travel in Executive class and Bid & Fly </li></ul>
  18. 18. Recommendations <ul><li>Databased Marketing </li></ul><ul><li>Relationship Marketing </li></ul><ul><li>Weekend Schemes </li></ul><ul><li>Free Baggage Allowance for Students in domestic flights </li></ul><ul><li>Escort Free </li></ul><ul><li>Booking through Debit Cards </li></ul><ul><li>Marketing through Travel agents </li></ul><ul><li>Inflight Marketing (Contest Schemes) </li></ul>
  19. 19. Conclusion <ul><li>Competition is the major factor to bring Promotional Schemes/fares as an important marketing tool to attract customers. Now, Indian Airline industry is gaining momentum to stable its position through fleet expansion and merger & acquisition. Recently, Indian merged with Air India and became the part of a single entity, National Aviation Company Ltd and its impact on the promotional offers of Indian can be seen in the coming few months. </li></ul>