Comparing Emirates & Indigo Airlines 7Ps Marketing Mix

1. Comparison of Service
Airlines Industry
Emirates Indigo Airlines
Positioning Emirates airlines is a premium way
of travelling across the globe for
Corporates and Upper Class
Indigo Airlines is a low cost no frills
airlines connecting India for Cost
Conscious Passengers
Product • Boeing and Airbus
• Services in terms of first class,
business class and economy
class
• Offers all the premium comforts
• Shower on flights & private
suits
• Excellent internal services-
housekeeping, healthcare
• Airbus320
• Provides low cost air
transportation service to the
consumers
• Supplementary services like web
check in, food on board
• Indigo’s Cargo services named
CarGO for shipments
• Carries postal mails like speed
post, ordinary mail and Army
mail.
Price Dynamic pricing policy for
customers with different needs and
belonging to differential financial
statuses
Indigo Airlines provides them with
low fares and quality, on time
services, has cost control department
to give edge over other competitor
Place • Operation from Dubai
• Links 150 cities across 80
countries and six continents
across the globe
• Sale of tickets through travel
agents, tour operators &
websites
• Operates in 40+ destinations in
India , covers 10 international
destinations
• Tickets can be booked online,
website, mobile app, on call to
the Indigo call center and through
authorized travel agents.
Promotion • Advertisements in magazines,
newspapers, television, radio,
websites
• Sponsored ICC cricket world
cup in 2011 as well as 2015
• Price discounts during the off
season
• Television commercials and
online advertisements
• Billboards/hoardings
• Collaborates with bank
• For example the Indigo-ICICI
bank promotion for cashback if

2. • Innovative campaigns like “The
Kids Go Free” wherein meals,
tickets and accommodation of
the kids was free with two paid
members which generated lot of
business for the company
• Frequent flyer programs &
loyalty rewards to its regular
customers via discounts and
lounge access
one books the tickets using debit
or credit card
People Emirates has got an employee force
of more than 50,000 people
worldwide. This includes
management, pilots, crew and other
staff. The airline carries more than
50 million passengers worldwide.
23,711 Employees in various
department like engineering, cabin
crew, pilots, deck crew, operations
and customer services
Process Airlines has first class lounges,
special services, customer relations
and additional services which have
a stream-lined end to end process.
Every global operation and service
is looked after by the management
and priority is given to customer
services.
• It has “hold and pay” facilities
which allow their customers to
hold their bookings for a brief
amount of time.
• Indigo has a customer service
where people can call in for their
queries and suggestions and a
highly professional staff to assist
passengers in every step.
Physical
Evidence
• Dedicated terminal in Dubai,
which has state of the art
facilities
• Stylish offices, lounges at
airports, in-flight entertainment
• Planes
• Corporate office is situated n
Gurgaon
• Fulfilment centres for ticket
booking
• International reservations offices
• Aircrafts
Tagline/
Slogan
Be good to yourself, Fly Emirates;
Fly Emirates. Keep Discovering
Go IndiGo
USP Emirates is a premium airline
serving global destinations
Indigo Airlines gives on time
performance at the lowest prices