an airline business concept in Pakistan

1. Airline Business

2. Business Concept
• Business Industry/sector
• Aviation Industry/Air transport Industry
• Industry’s current Trends and Opportunities
• Intra Pakistan air traffic growth is 9.9% over
the next 20 years (said IATA)
• Pakistan Aviation Industry got few number of Players so its an easy
opportunity for new Entrance

3. Industry’s current Trends and Opportunities
• High Traffic growth potential (9.9% Pakistan, World 4.1%)
• Declining Fuel prices
• Great potential with CPEC
• Few Players in the industry
• Unserved or Poorly served needs
• Mismanagement and inefficiencies of PIA

4. Outcomes of PIA’s Poor Management
• PIA’s Domestic Market Share
• In FY-2010 is 72%
• In FY-2015 decreased to 51%
• And still decreasing

5. Core Business
• Nature of Business
• Air travelling service
• Unique Selling Preposition(USP) or Core competency
• No schedule Delays
• Cheap Fares
• Equality in Customer treatment

6. Marketing Plan
• Brand Elements
• Business Name ------------------- Country Link Airlines (CLA)
• Brand Slogan ------------------- Quick - Simple - Comfortable
• Brand Color ------------------- Blue

7. Brand Logo
airlines

8. Major Competitors
• Pakistan International Airline (PIA)
• Shaheen Air International (SAI)
• Airblue Limited
Latest Entrants
• Rayyan Air
• Fly Pakistan Air
• Vision Air

9. Market Share (Domestic Passenger Traffic)
• According to Fiscal Year 2015
13%
9%
27%
51%
Domestic Passenger traffic
Air Blue Indus Airlines Shaheen Airlines PIA

10. Target Customers
• Business Mix
• Leisure (Holiday or Vocational Travelers)
• VFR
• Focusing on Moderate income groups

11. Customer Needs
• Apparent Need
• No Delay
• Good Service
• Good Environment
• Real Need (our first priority)
• Safety
• Comfortable Travelling

12. Marketing Strategies

13. One of Our Prime Marketing Objective is to Construct Shared
Benefit Relations with Competitor with some overall Economic
Objective of the country in Mind

14. Product Positioning
• Our customer differentiate us form our competitors by Timely
serviceability
• Low-Fares
• High flight Frequency
• Passenger Treatment Philosophy Include
• No first class or status co preference
• Standard light refreshment meals (cost saving)
• No assigned Seats
• No transfer of luggage by other airlines

15. M Porter’s Competitive Strategy Matrix
Source: M Porter, Competitive Strategy. The Free Press 1980 p.39.

16. Cost Leadership-Focus
• Low Distribution Costs
• Non-Refundable Tickets (but transferable tickets)
• Point-to-Point Only
• High Aircraft Utilization
• Make possible ways to utilized high load factor
• Hire Air force Retired Pilots
• Low Fleet Costs
• Low maintenance cost without compromising maintenance standards
• Save commission cost by eliminating Travel agents

17. Distribution Strategies
• Direct Channel Distribution strategy- main focus
• Travel agencies (only a start-up strategy)
• Future Distribution Plans
• Airline call centers
• Sales offices
• Airport ticket desks
• Our future plan is to eliminate paper ticket by replacing
confirmation PIN code numbers to identified passenger for flight.

18. Advertising and promotional Strategies and Objectives
• Direct representation-online
• Promotion and sponsorship
• Frequent flier reward
• Press and public relation
• Advertising (display/media)
• Telecommunication Media

19. Advertising Objectives
• Promote Brand Image
• Promote Brand Values
• Influence Policy Maker
• To make Effective Staff Motivation Policy

20. Advertising Decisions
• Based On
• Goal Setting
• Selection advertising agency
• Media buying
• Media relations
• Creative strategies
• Monitoring success
• Advertising life cycle

21. Fleet Details
• Since we starting business from small scale level we made to choose
• ATR Aircrafts 72-500 or 600 series
• 3 ATR 72-600 at star-up (Dry Lease)

22. ATR 72-600 Specifications
• Twin turboprop engine
• Short-haul regional aircraft
• Seat capacity max. 78
• Advance aviation system and equipment

23. Initial Rout Structure