Indigo Airlines has strong brand awareness and a positive brand image in India. A survey was conducted to analyze customer perceptions of the Indigo Airlines brand. Key findings included that over 70% of respondents recognized the Indigo brand image and logo. Affordability was the strongest brand association. Over 75% of respondents said they would recommend Indigo to others due to its convenience and affordable prices. The majority of customers were satisfied with Indigo's service given its prices. In conclusion, Indigo has high customer loyalty and brand resonance due to its reliability and affordable fares.

1. BRAND
AWARENESS OF
INDIGO AIRLINES

2. COMPANY PROFILE
IndiGo is a low-cost airline headquartered at Gurgaon, Haryana, India. It is the largest airline in
India by passengers carried and fleet size, with a 41.3% domestic market share as of June 2018.
It is also the largest individual Asian low-cost carrier in terms of jet fleet size and passengers
carried, and the seventh largest carrier in Asia with over 46 million passengers carried in 2017.
The airline operates flights to 66 destinations – 51 domestic and 15 international. It has its
primary hub at Indira Gandhi International Airport, Delhi. The airline was founded as a private
company by Rahul Bhatia of Inter Globe Enterprises and Rakesh Gangwal, a United States-based
expatriate Indian in 2006.

3. MISSION: “Providing “low fares, on-time flights and a hassle-free experience” to our
passengers.”
VISION: To be on of the leading airlines brand all over the world.

4. 7P’S OF INDIGO AIRLINE SERVICES
PRODUCT:
 Air travel
 Magazine
PRICE:
 Online tickets
through
agencies
 Direct online
booking
through site.
PLACE:
 AIRPORT
TERMINALS
.
PROMOTION:
 Television
broadcast.
 Social media
marketing.
PROCESS:
 Service
delivery.
 Transparent
service
management.
PEOPLE:
 Travel agents
 People directly
related to the
airline services.
PHYSICAL
EVIDENCE:
 Ground
 In flight.

5. STP OF INDIGO AIRLINES
SEGMENTING:
 Cost conscious
customers.
 College students
TARGET:
 Lower middle
class and upper
middle class.
 People with
travel related
jobs.
POSITIONING:
 Low cost tickets.
 Limited
passenger
service.
 Frequent and
reliable
departures.

6. BRANDING STRATERGY
 Indigo is the Number 1 brand in India in the airline industry.
 Since its inception Indigo has been successful in creating a positive brand image, even in its
commercials it pitches itself as a low cost carrier and “every time on time” arrival.
 It has won several awards for being the low-cost carrier from the year 2007-2015 continuously.

7. BRAND KNOWLEDGE:
WITH RESPECT TO BRAND AWARENESS:
oBrand recognition: Several elements of the brand communication, from the website, to airport
hoardings and social media advertising. The recruitment ads in their inflight magazine, the box
of snacks and so on. There is an element of consistency in all of them and it goes beyond the
font. All of these contributes towards the brand recognition of Indigo Airlines.
– The inflight magazine is called ‘Hello 6E’
– A recruitment ad for air hostesses in the inflight magazine says ‘30,000 feet above regular jobs’
– the copy on the sliding walkway leading to the aircraft says, ’50 million and climbing’.
– the snack box containing cashews says ‘Nut case’
There are many such instances across their various touch points with consumers. The light touch
of humor and the puns have an effect. They make the brand likeable.

8. WITH RESPECT TO BRAND IMAGE:
Affordable
Dependable
On time flights.

10. SURVEY ON INDIGO’S BRAND
AWARENESS
We conducted a survey on the brand awareness of Indigo Airlines. The survey was conducted
through google docs. And some face to face interviews.
We framed a simple questionnaire on google forms which had multiple choice questions.
We choose questions relating to the brand associations of the brand, Indigo airlines. This
helped us not only to collect information regarding the brand but also the customer loyalty
towards the brand.
Our target audience were mostly our college students, families and friends. We also circulated
the form within different audience such as business men, employees, professionals etc.
The forms were circulated through google forms and responses were noted.

11. Sample Questionnaire

12. FINDINGS AND ANALYSIS
We received 45 responses on the google forms.
The respondents were varying from the age of 18years to 60 years old.
From the 45 respondents, 52.3% were male and 47.7% were female respondents.

13. Analysis: the students are more actively having transactions with airlines and are
willing to participate in such surveys to gain information.
0
2
4
6
8
10
12
14
16
18
Business Men Professionals service students Retired
occupation
occupation
OCCUPATION:
45 responses

14. Analysis: 23% of people travel once in 2 years which makes experience a vital part of there
travelling. Most of the families responded for family holidays in a year or 2 and employees
told us that they have irregular travel plans and are more likely to travel once in a week or so.
The 42% belongs to the college students who go back home in holidays.
23%
42%
26%
9%
once in a week once in 6 months yearly once in 2 years

15. Analysis: people are trusting the indigo airlines most due to affordability and also the
frequency of the flights in domestic terminals makes people trust them more. Vistara
is the 2nd preferable.

16. Analysis: 73.3% people were able to recognize the brand image. This is because of
the different add sales that has been promoted by indigo airlines

17. Analysis: A lot of people have chosen Indigo airlines as there medium of travel but
this wasn’t a sign of brand loyalty as it was noted under ‘’sometimes’’. But the 31.6%
people are representing brand loyal customers who only prefer Indigo Airlines
whenever they travel.

18. Analysis: 61.9% people were able to recognize the logo and spontaneously spoke
about the relevance of the logo. One respondent said, ‘’it has 26 dotted lines in the
logo, what can be more simpler?’’

19. Analysis: 77.3% respondents responded positively about relating with the tag
line saying that indigo has always been punctual and has never made
customers face any serious delay issues.

20. Analysis: 59.1% people who are watching television has remembered about going
through an add of indigo airlines which depicts the sense of brand recall.

21. Analysis: More of the customers liked the in flight services as there is a lot of hustle
bustle in the domestic terminals from where the indigo flights departs. So, the on
ground services weren’t up to the mark.

22. Analysis: affordable can be termed as the strongest brand association of the Indigo
airlines as 24 out 45 respondents have opted affordability as a relevant attribute.
Customers also mentioned about the convenience of services offered by the airlines.

23. Analysis: 79.5% people suggest there familyfriends to travel through indigo airlines
as it Is convenient as well as affordable. It also shows us a picture of brand loyalty and
brand knowledge of the airline.

24. Analysis: most of the respondents were satisfied with the services offered by the
airlines abiding its prices. Customers who have travel oriented jobs have reported
about hazel free check-ins and discounts.

25. LIMITATIONS
We faced certain problems while conducting and circulating the survey. The below mentioned
are some of them:
Respondents didn’t take the survey seriously and gave irrelevant responses.
It was difficult to facilitate the exact motive behind the survey as people are not very aware of
the brand knowledge concept.
We received undefined responses by google forms which further created problems in the
finding and analysis.
Finding the concrete information with a higher sample size would have been tough for us to
interpret, so we chose a niche target area.

26. CONCLUSION
So we have concluded our survey with a brand resonance model of the Indigo airlines which has
been derived by the responses and opinions of our respondents.
FEELINGS
RESONANCE
JUDGEMENT
PERFORMANCE IMAGERY
SALIENCE
• High loyalty
• Personal
attachment
• Reliability

27. PRESESENTED BY :
ANANYA MISHRA (USC16009)
SANIDYA SHARMA (USC16046)