IndiGo is pursuing a market penetration strategy by considering acquiring Air India or Jet Airways to gain market share. It is also pursuing a market development strategy by participating in the Regional Connectivity Scheme UDAN to connect unserved routes. IndiGo focuses on maintaining low fares, on-time flights, and good customer service to build its brand equity as India's largest and most dependable low-cost airline known for value and reliability.

1. BRAND MANAGEMENT
BRAND TRACK II
PRESENTED BY:
SHIVANGI
ADITI
KRITIKA
DEVYANI
SHRESHTH

3. AGENDA POINTS
• BRANDING BY INDIGO
• CURRENT STRATEGIES OF INDIGO
• CAMPAIGNS BY INDIGO
• CUSTOMER RELATIONSHIP MANAGEMENT IN INDIGO
• BRAND PERSONALITY
• BRAND DYNAMICS PYRAMID
• BRAND ASSET VALUATOR
• BRAND IDENTITY PRISM
• BRAND REPORT CARD

5. BRANDING OF INDIGO
• IndiGo media campaign has focused more on Customer
service and low pricing where it is hard to be compared
• Indigo check-i ou te s featu e a e s sa i g I dia s
Coolest Ai li e a d he k-i ueues ha e CUT The Red
Tape sig s.
• Ad e tisi g is i ele a t if the usto e e pe ie e is t
g eat.

6. BRANDING STRATEGY
IndiGo has a summarily stated three-point corporate mantra that is
trotted out regularly in press releases:
• Offer fares that are always low,
• flights that are on time, and
• a courteous, hassle-free travel experience.
Mohit Jayal des i es the ta get o su e as ot a de og aphi
ut a ps hog aphi a d the a d as ha i g a a u da e of
crossover appeal.

7. IF THE DEAL WITH AIR INDIA DOES NOT FRUCTIFY, THEN
INDIGO MIGHT LOOK AT JET AIRWAYS
• I diGo s clear focus on gaining market
share in international markets through
the inorganic route
• Consolidation of the top two players in
the industry. The consolidated entity
would have an overall market share of
more than 57 percent.
• Integration strategy of Horizontal
Integration to gain control over
competitors.

8. COST LEADERSHIP STRATEGIES BY INDIGO
• Indigo is offering all-inclusive
tickets starting at Rs. 1,005 on one-
way flights.
•Indigo student discount and
senior citizen discount
(sales promotion strategy)
•Price warrior in the regional
connectivity business
offer fares up to 50 per cent
lower on regional connectivity
routes

9. INDIGO MAY PARTICIPATE IN SECOND ROUND BIDS FOR
UDAN
• Low-cost carrier IndiGo is likely to participate in the second round of
bidding in the Regional Connectivity Scheme (RCS), popularly known
as the UDAN (Ude Desh ka Aam Naagrik) to buy 50 aircraft
• At present, IndiGo operates with a fleet size of 140 carriers and
touches 39 destinations in India
• UDAN seeks to connect un-served and under-served airports as well
as make flying more affordable for the masses. The scheme would be
in operation for a period of 10 years. It has a market-based
mechanism in which airlines bid for seat subsidies

10. IndiGo Is Trying To Pursue
Market Penetration Strategy By
Thinking Of Acquiring Air India
Or Jet Airways
And
Market Development Strategy
By Participating In Regional
Connectivity Scheme UDAN

12. INDIGO TEAMS UP WITH SADHGURU JAGGI VASUDEV'S ISHA
FOUNDATION TO 'RALLY FOR RIVERS'
•Campaign, across its 46
desti atio s. Rall fo Ri e s
or Nadhi Abhiyaan is a nationwide
awareness campaign by Guru
Sadhguru Jaggi Vasudev and Isha
Foundation.

13. INDIGO EARLY- FOR THOSE WHO LIKE TO STAY
AHEAD.
• If you reach the airport
early, you can book an early
flight out at just INR 1000.

14. #INDIGOTURNS11 CONTEST
In order to participate in the Promotion, the participant must:
(i) follow IndiGo on Twitter or Instagram; and
(ii) either share his/ her best moment with IndiGo, in form of a photograph,
and wish IndiGo in the most creative way in maximum eleven (11) words
or simply wish IndiGo in the most creative way in maximum eleven (11)
o ds Post .
(iii)Participant must use #IndiGoTurns11 and tag @IndiGo6E while sharing
the Post on Twitter and Instagram.

15. SHARE YOUR STORIES

16. CELEBRATING TEACHERS DAY ALL THIS MONTH. A 6E SALUTE
TO OUR AMAZING FACILITATORS AT #IFLY

18. TAKE OF TUESDAYS BY INDIGO

19. LONG WEEKEND CAMPAIGN

22. CUSTOMER RELATIONSHIP MANAGEMENT ACTIVITIES
IN INDIGO AIRLINES
• 6E membership Scheme
• Indigo Corporate plan
• Partial Payment Schemes
• FAM trips

27. BRAND DYNAMICS PYRAMID=BRAND EQUITY PYRAMID
•Customers of IndiGo are
aware of IndiGo.
They know IndiGo as
I dia s la gest ai li e
with largest fleet
(SALIENCE)

28. RELEVANCE= IDENTITY OR SALIENCE
•Customers of IndiGo
think that IndiGo meets
their wants and needs by
providing them On Time
Flight and good travelling
experience

29. PERFORMANCE= MEANING
•Performace of IndiGo is very upto
mark with on time service, with
spotless interiors and very
courteous staff. The price of tickets
is also very competitive.
• IndiGo is fun , cheeky and spunky

30. ADVANTAGE=RESPONSE
•IndiGo is always on time as it states
in its message. The journey is
comfortable with quality experience.
There is high professionalism
•Customers feel IndiGo to be a high
value for money airline and they find
it dependable and feel satisfied.

31. BONDING= RESONANCE
The customers feel a deep,
psychological bond with IndiGo.
They feel a personal attachment
with IndiGo and are highly loyal
towards it because they find it
reliable.

33. BAV (BRAND ASSET VALUATOR

34. MARKET LEADER STRATEGY
Mobile: Online ticket Booking,
arranging wheelchairs, New Mobile
application for checking flight status,
pre-booked seats and meal on fights
Position: Tagline- o -time, low fares,
Courteous, Hassle- free, low cost airlines
Preemptive: Indigo placed the largest
order in commercial history during
2011 with Airbus180 aircraft, keeping
in mind the future competitions

37. Parameters
Delivering the
benefits customers
truly desire
Indigo offers core benefit of timely arrival. The airline has used this insight
to make customers a party to delivering this outcome.
Stays relevant Best low cost domestic airline (India on the Go)
Prices are based on
value
Indigo Airlines is one of the cheapest, if not the cheapest airline in India.
In fact, that happens to be its competitive advantage when travelers are
comparing prices. This makes it one of the most sought airline services in
India because of its quality services as well.
Indigo’s success goes to the cost control department at Indigo airlines
Well positioned
relative to
competitors
Strong backing Promoters and is one of the largest low cost carriers in
India
Indigo's single fleet no frills.
Only Economy class.

38. Is consistent Planning to acquire Air India or Jet Airways.
Consistent campaigns. New routes and New destinations
Brand portfolio and
hierarchy make
sense
InterGlobe Aviation or IndiGo has no sub brands. It is able to
maintain its meaning in the mind of its customers consistently as a
low cost airline which is on time and provides a pleasant
experience.
Brand make use of
full repertoire of
marketing activities
to build brand
equity
IndiGo makes use of full repertoire of marketing activities to build
its brand equity. Promotion methods used by Indigo airline include
media vehicles like billboards, print media advertising and
advertising on travel portals.
Social media promotion on twitter and Facebook via various
campaigns and sales promotion activities
Other airlines advertise low fares or other promotional offers,

39. Brand managers understand
what brand means to
customers
Brand managers of IndiGo understands what the
brand means to customers. They keep their focus
on enhancing their present image of Regular Guy
who tries to belong with the crowd by launching
various campaigns like “Leave your Toothbrush
behind”, “No Platinum No Gold No Silver”, “Ap
Qatar mein Hain”, “Gift of Space”.
It also focuses on enhancing its perceived qualities
of cheeky, youthful and fun by launching
campaigns like FIT TO FLY, Share your stories
etc.
Brand enjoy good support in
a consistent manner
In comparison to competitors, the workers are
provided with healthy working conditions,
incentives and motivation. IndiGo enjoys a good
relationship with other external stakeholders such
as various governments, shareholders, and the
local community.

40. IndiGo's success model relies on consistent
low fares, on-time performance and least
flight cancellations. However, the airline's
biggest edge over others is its emphasis on
customer focus. Fliers want on time journey.
IndiGo has been able to connect with its
customers very effectively at psychological
level as well. Customers feel IndiGo to be a
high value for money airline and they find it
dependable and feel satisfied.
Company monitors the
sources of Brand Equity
Currently IndiGo is a major player in Indian
Domestic market. Its vision is to become a
major player in International market as well.
IndiGo is currently trying to pursue this vision
by taking a step towards acquiring Air India or
Jet Airway