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Ppt of project 1

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Comparative study of promotional schemes of indian airlines with their competitors

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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>

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