SlideShare a Scribd company logo
Service Marketing- Three Stage Approach
Service
Marketing Plan
Stage 1
Tangibility &
intangibility
Select the company
Industry profile in India
Major competitors
Process service activity
flow chart(gaps)
Consumer behaviour
(pre purchase, purchase
& post purchase)
Stage 2
Service Mix: 7
Ps
7 Ps of service mix
Product
Price
Place
Promotion
People(staff &
customers)
Process
Physical evidence
Stage 3
Recommendatio
ns
Recommendations for Service Gap on 7 Ps
Front stage & back stage service gaps
Prepare activity flow
chart & consumer
survey
Services Marketing
Topic :- Indigo Airlines,
Stage 1 :- Tangibility & intangibility.
Stage 2 :- Service mix 7 p’s.
Stage 3 :- Recommendations.
By:- Karan Bhagat
Rachit Shiv
Akshay Dhamankar
Aneesh Sheety
Indian Aviation Industry
Aviation industry in India in 9th largest industry and fastest growing industry in the world.
The number of travellers carried by domestic airlines between January and June 2010
increased 21.86 per cent to 25.71 million, contrasted with 21.09 million in the
corresponding time span of 2009, facts and figures supplied by diverse household airlines
showed.
With Air traffic extending to augment at over 21 per cent in June, India's largest low-cost
carrier Indigo is catching up to restore Air India at the third spot in terms of market share.
According to the facts and figures issued by the Directorate General of Civil Aviation,
Indigo has expanded its market share to 16.4 per cent, close to Air India's 16.9 per cent.
Amidst the other airlines, Jet-JetLite bagged 26.5 per cent, pursued by Indigo at 21 per
cent and Air India. amidst the LCCs, IndiGo is pursued by SpiceJet at 13.3 per cent, Go Air
at 5.8 per cent and Paramount at 0.3 per cent. The number of travellersoaring in June this
year increased to 4.57 million from 3.76 million in the identical month last year.
Founded 2005
Commenced operations AUGUST 2006
Company slogan ON TIME, EVERY TIME
KEY PLAYER MR. RAHUL BHATIA , CHAIRMAN
MR.ADITYA GHOSH,MD
Website www.goindigo.in
MARKET SHARE 27%
INDIGO AIRLINES
Executive Summary
 India’s best performing Low Cost Airline in terms of
profit
 Established in 2005 as a subsidary of Interglobe
Interprises
 A fleet of 30 aircrafts making 170 flights daily, across
22 destinations in India
 Plans to acquire 125 new aircrafts by 2025
 Plans to serve 100 cities in India, South East Asia,
Middle East and China by 2025
The IndiGo Dream…
Why IndiGo ?
 Emergence of the Great Indian middle class willing to
spend money for swifter travel
 For the Individual on the Go,who values time and on-
timliness
 Budget travel is not cheap travel, Quality of Service
Mission Statement :
To be the best Airline in India by providing the following values to the
customer:
- Affordable Fairs
- Ontime performance
- Hasslefree Service
• Indigo Airlines commenced operations on the 04th of August 2006 with
their inaugural flight from Delhi to Imphal
• Consolidating its position as the fastest growing airline in India with 237
flights, connecting 25 destinations across the nation, in a short span of
almost five years.
• January 19, 2011– India's largest low fare airline.
.
AWARDS AND ACHIEVEMENTS
Best Domestic Low Cost Service by TAAI (2010)
Safety Excellence Award by BIAL (2010)
Skytrax Central Asia's best low-cost airline award (2011)
Safety Excellence Award by Rajiv Gandhi
International Airport(2009)
Indigo airlines rachitso4
Airline wise- Market Share
Tag line-”On time every time”
PRODUCT
•Design.
•Quality.
•Range.
•Brand Name.
•Features.
PLACE
•Distribution
Channels.
•Methods of
Distribution.
•Coverage.
•Location.
PRICE
•List Price.
•Discounts.
•Commissions.
•Surcharges.
•Extras.
PROMOTION
•Advertising.
•Sales
Promotion.
•Salesmanship.
•Publicity.
4P’s OF MARKETING MIX
PRODUCT PRICE PLACE PROMOTION PEOPLE PROCESS PHYSICAL
EVIDENCE
SERVICE MARKETING MIX
Indigo airlines rachitso4
Giving a Feel For The “Product” Inside a Service Wrapper .
•Consumers are demanding not products, or features of products but the
benefits they will be offered.
•The airline product includes of two types of services:
1. On the Ground Services.
2. In-Flight Services.
PRODUCT MIX
Product
Core
• Transportation
Supplementary
• Check in
• Food on board
• Connecting flight
• Complementary gifts
• In-flight entertainment
• Frequent flier
programs
Augmented
• Online booking
• Variety of meal
options
• Pick up and drop
service
• Mobile ticketing
On the Ground Service(1/2)..
In flight Service (2/2)
PRICE MIX
Premium
Pricing
Value For
Money
Pricing
Cheap
Value
Pricing
APEX
Fares
Low-Cost
Pricing
• Online 24-hour reservation
Systems.
• Consolidation.
• Tour Operator/ Travel Agent.
• Affiliated with companies.
PLACE MIX
Promotion Mix
Word of Mouth
‘Customer Loyalty Ladder’ .
Sales Promotion
The Travel Agents, Tour Operators, Frontline Staffs Contribute a Lot to The Promotion of Airlines Business.
Publicity
The PRO, Receptionist, Travel Agents, Media People Are Very Important People in Publicizing The Business.
Advertising
Airlines Advertisement Needs to Keep in Mind the Image of Country, The Scenic Beauty, Tourist Attractions,
Rich Cultural Heritages or Which Would Attract Number of Tourists.
Indigo airlines rachitso4
Indigo airlines rachitso4
Promotion:
advertisements & publicity
Sales Promotion
Travel Agencies Front line staff
Promotional Strategy
Communication Objectives-Indigo will be promoting the
below three things majorly as part of its advertising
programme-On-time performance , Affordable fares and
Hassle free passenger experience.
Advertisement Strategy
 Hoardings at airports with focus on Best on time
performance
 Advertisement through social networking medium-
Facebook,Twitter,YouTube etc
 Collaboration with Multiplexes in major cities to
promote the airline and its special offers
 Advertisement hoardings in multi-storeyed buildings
and offices
 Advertisements in magazines targetting Urban
population
Advertisement Strategy contd..
 Sponsering fashion shows, talent hunts, New Year parties
etc
 Collaboration with consumer banks, credit card
companies, hotels, ticketing websites to promote special
offers, discounts and cash back
 Giving IndiGo promotion a local flavour by promoting in
regional languages in respective sectors
 Sending special offer details to frequent fliers by sms,
email etc
 Targeting foreigners in Tourist circuits
Advertisement through Social Media
• Competence.
• Reliability.
• caring Attitude.
• Responsiveness.
• Initiative.
• Problem Solving Ability.
• Goodwill.
PEOPLE MIX
• Reservation.
• Flight Information.
• Facilities at The Airport.
• Baggage Handling.
• Meal Service.
• Flight Entertainment.
• Deliver Quality Service.
PROCESS MIX
Cancellations,Complaints(2/2)
• On the ground:
• Booking offices or ticket
counters.
• Paperwork.
• Brand Logo.
• Tickets.
PHYSICAL EVIDENCE
In-flight:
•Aircraft.
•Seating Configuration.
•Good Inner-exteriors.
•Cleanliness.
•Uniforms.
•Ambience.
•Baggage.
•Labels or Tag.
Indigo airlines rachitso4
The IndiGo Advantage
 Multiple Short haul point to point flights
 Using only one type of aircraft to minimize Maintenance
overheads
 Lean Operating Strategy to maximize efficiency
 Minimum turn around time, keeping Aircraft in air for
most of the time
 Employee welfare and resultant loyalty
 Making Low budget flying a pleasant experience
MARKET SHARE
MARKET SHARE IN 2011 MARKET SHARE IN 2012
Consumer behaviour
• Making a Reservation.
• Components of the Amount Paid to IndiGo for
Travel: Basic Fare, Surcharges and Fees.
• Changes/ Cancellations/ Refunds.
• Special Rules and Charges for Certain
Customers, Pets and Baggage.
• Checking and Cabin Baggage.
• Onboard the Aircraft
Blue Print of Indigo AIRLINES
Service Gaps flow chart
Gaps in the present service design:
GAP 1
• Lack of upward communication:
• The employees of Indigo airlines are don’t do
upward communication with their senior
manager due to which manager can not able to
understand what happening in the organisation.
• The employees of “Indigo Airlines” are not able to
implement the service of serve food to customers
properly due to customers are not happy by the
service of “Indigo Airlines”
GAP 2
• Absence of customer driven standard:
• In the ‘economy class’ there is problem that
Indigo airlines can not able to provide
customers driven standard and quality of
service to the customers.
• In Indigo airlines the airhostess takes lot of
time to deliver the order of customers.
GAP 3
• Failure to match supply and demand:
• Customers are not taking the responsibility
that to keep clean the environment of airlines
and flight, due to which lot of cost incurred in
the cleaning the flight and surrounding of
airlines.
GAP- 4
• Lack of integrated marketing communication:
• The advertising and promotional activities of
the Indigo airlines is very low due to which
there is the problem that customers are not
aware about scheme and discount on flights.
• Inadequate horizontal communication:
Service Gap Recommendations
• GAP-1
• Improvement in upward communication
• First of all the employees of the organisation have to encourage to do the communication with the group member
and with the manager even also manager have to appreciate the communication of the employees and have to
give feedback to the person who are doing communication with managers by that procedure we can able to do
improvement in the upward communication of Indigo Airlines
• Service recovery:
• The Indigo airlines have to give training to the employees to the various parameters such as
• 1. How to serve food to the customers
• 2. How to deal with the customers
• 3. How to meet the expectation of customers
• Gap-2
• Customer driven standard:
• The Indigo airlines have to give training to the employees that to how to behave ethically with the customers by
the help of training programme and there implementation we can able to meet the customer driven standard
• GAP-3
• Demand and supply:
• To meet the demand of the customers and to keep the smooth supply of goods in the flight the ‘supply chain
management’ should maintain properly and to meet the demand of customers.
• GAP - 4
• Integrated marketing communication:
• Indigo airlines should implement the ‘intranet’ facility to set the horizontal communication within the organisation
due to which all problem of horizontal communication will be removed.
Final Recommendation
• we recommend that IndiGo must increase its
domestic operations by starting flights connecting
to new destinations.
• So using the cost leadership strategy, IndiGo can
gain competitive advantage over its competitors
as the first mover.
• Once the above strategy is successful and results
in promising revenue growth, IndiGo canuse
extension to freight and chartered services as the
next objective for further expansion
• Extension
• Currently, IndiGo is concentrating only in
domestic passenger flights.
• However, the freight/cargo market and charted
plane service are the areas that can prove to be
good potential market for IndiGo.
• Besides, chartered flight services are an untapped
market for IndiGo.
• Thus, IndiGo has a huge opportunity to expand in
both these arenas.
Thank you

More Related Content

What's hot

Indigo - Service Marketing (Study)
Indigo - Service Marketing (Study)Indigo - Service Marketing (Study)
Indigo - Service Marketing (Study)
Yohan DSouza
 
Airline industry of india air india case study
Airline industry of india  air india case studyAirline industry of india  air india case study
Airline industry of india air india case study
Dhruva Methi
 
Marketing case study on Indigo Airlines
Marketing case study on Indigo AirlinesMarketing case study on Indigo Airlines
Marketing case study on Indigo Airlines
Neelutpal Saha
 
Pricing strategy of Indigo airlines
Pricing strategy of  Indigo airlinesPricing strategy of  Indigo airlines
Pricing strategy of Indigo airlines
Bhooshan Kanani
 
indigo airlines
indigo airlinesindigo airlines
indigo airlines
vishnugmarar
 
CASE STUDY ON THE SUCCESSFUL JOURNEY OF INDIGO AIRLINES
CASE STUDY ON THE SUCCESSFUL JOURNEY OF INDIGO AIRLINES CASE STUDY ON THE SUCCESSFUL JOURNEY OF INDIGO AIRLINES
CASE STUDY ON THE SUCCESSFUL JOURNEY OF INDIGO AIRLINES
VARUN KESAVAN
 
IndiGo Airlines
IndiGo Airlines IndiGo Airlines
IndiGo Airlines
Kannan Knight
 
Vistara service marketing
Vistara service marketingVistara service marketing
Vistara service marketing
kushal arora
 
IndiGo Airline Strategy_PPT by Suddhwasattwa Mukherjee
IndiGo Airline Strategy_PPT by Suddhwasattwa MukherjeeIndiGo Airline Strategy_PPT by Suddhwasattwa Mukherjee
IndiGo Airline Strategy_PPT by Suddhwasattwa Mukherjee
Suddhwasattwa Mukherjee
 
Project report (1)
Project report (1)Project report (1)
Project report (1)
Amrit Kumar
 
Indigo Airlines Strategy
Indigo Airlines StrategyIndigo Airlines Strategy
Indigo Airlines Strategy
Abhishek Naik
 
CRM in indigo airlines
CRM in indigo airlinesCRM in indigo airlines
CRM in indigo airlines
Romil Shukla
 
Indigo final report
Indigo final reportIndigo final report
Indigo final report
PranabMishra10
 
Indigo Airlines
Indigo AirlinesIndigo Airlines
Indigo Airlines
Zil Shah
 
Indigo Airlines - International Marketing - Met Students
Indigo Airlines - International Marketing - Met Students Indigo Airlines - International Marketing - Met Students
Indigo Airlines - International Marketing - Met Students
Rajesh Shetty
 
Aviation Sector In India
Aviation Sector In IndiaAviation Sector In India
Aviation Sector In India
Jatin Tanwar
 
Indigo strategy execution plan short
Indigo strategy execution plan shortIndigo strategy execution plan short
Indigo strategy execution plan short
Jatinder Singh
 
Indigo Business
Indigo BusinessIndigo Business
Indigo Business
Ankur Madharia
 
Indian Aviation Industry or Market structure of Indian Airlines
Indian Aviation Industry or Market structure of Indian AirlinesIndian Aviation Industry or Market structure of Indian Airlines
Indian Aviation Industry or Market structure of Indian Airlines
Yash
 
Air India ppt
Air India pptAir India ppt
Air India ppt
AzraNadaf1
 

What's hot (20)

Indigo - Service Marketing (Study)
Indigo - Service Marketing (Study)Indigo - Service Marketing (Study)
Indigo - Service Marketing (Study)
 
Airline industry of india air india case study
Airline industry of india  air india case studyAirline industry of india  air india case study
Airline industry of india air india case study
 
Marketing case study on Indigo Airlines
Marketing case study on Indigo AirlinesMarketing case study on Indigo Airlines
Marketing case study on Indigo Airlines
 
Pricing strategy of Indigo airlines
Pricing strategy of  Indigo airlinesPricing strategy of  Indigo airlines
Pricing strategy of Indigo airlines
 
indigo airlines
indigo airlinesindigo airlines
indigo airlines
 
CASE STUDY ON THE SUCCESSFUL JOURNEY OF INDIGO AIRLINES
CASE STUDY ON THE SUCCESSFUL JOURNEY OF INDIGO AIRLINES CASE STUDY ON THE SUCCESSFUL JOURNEY OF INDIGO AIRLINES
CASE STUDY ON THE SUCCESSFUL JOURNEY OF INDIGO AIRLINES
 
IndiGo Airlines
IndiGo Airlines IndiGo Airlines
IndiGo Airlines
 
Vistara service marketing
Vistara service marketingVistara service marketing
Vistara service marketing
 
IndiGo Airline Strategy_PPT by Suddhwasattwa Mukherjee
IndiGo Airline Strategy_PPT by Suddhwasattwa MukherjeeIndiGo Airline Strategy_PPT by Suddhwasattwa Mukherjee
IndiGo Airline Strategy_PPT by Suddhwasattwa Mukherjee
 
Project report (1)
Project report (1)Project report (1)
Project report (1)
 
Indigo Airlines Strategy
Indigo Airlines StrategyIndigo Airlines Strategy
Indigo Airlines Strategy
 
CRM in indigo airlines
CRM in indigo airlinesCRM in indigo airlines
CRM in indigo airlines
 
Indigo final report
Indigo final reportIndigo final report
Indigo final report
 
Indigo Airlines
Indigo AirlinesIndigo Airlines
Indigo Airlines
 
Indigo Airlines - International Marketing - Met Students
Indigo Airlines - International Marketing - Met Students Indigo Airlines - International Marketing - Met Students
Indigo Airlines - International Marketing - Met Students
 
Aviation Sector In India
Aviation Sector In IndiaAviation Sector In India
Aviation Sector In India
 
Indigo strategy execution plan short
Indigo strategy execution plan shortIndigo strategy execution plan short
Indigo strategy execution plan short
 
Indigo Business
Indigo BusinessIndigo Business
Indigo Business
 
Indian Aviation Industry or Market structure of Indian Airlines
Indian Aviation Industry or Market structure of Indian AirlinesIndian Aviation Industry or Market structure of Indian Airlines
Indian Aviation Industry or Market structure of Indian Airlines
 
Air India ppt
Air India pptAir India ppt
Air India ppt
 

Similar to Indigo airlines rachitso4

Enterprise & Desk analysis For Aviation Industry
Enterprise & Desk analysis For Aviation Industry Enterprise & Desk analysis For Aviation Industry
Enterprise & Desk analysis For Aviation Industry
mayurwadulkar1
 
indigo value chain ppt
indigo value chain pptindigo value chain ppt
indigo value chain ppt
WASEEM KHAN
 
Airlines UDDAN
Airlines UDDANAirlines UDDAN
Airlines UDDAN
Rupal Lala
 
Indigo airlines report
Indigo airlines reportIndigo airlines report
Indigo airlines report
Madhu Kiran
 
airblue-presentATION-1PPT_(1)_(1).pptx
airblue-presentATION-1PPT_(1)_(1).pptxairblue-presentATION-1PPT_(1)_(1).pptx
airblue-presentATION-1PPT_(1)_(1).pptx
AqsaIshaq7
 
Mapping the success of indigo airlines.
Mapping the success of indigo airlines.Mapping the success of indigo airlines.
Mapping the success of indigo airlines.
Parth Singh
 
Spicejet industry analysis
Spicejet industry analysisSpicejet industry analysis
Spicejet industry analysis
Sana Shariff
 
AirAsia India: Strategies for Next 3 Years
AirAsia India: Strategies for Next 3 YearsAirAsia India: Strategies for Next 3 Years
AirAsia India: Strategies for Next 3 Years
Vipul Aurange
 
AirAsia India: Strategies for Next 3 Years
AirAsia India: Strategies for Next 3 YearsAirAsia India: Strategies for Next 3 Years
AirAsia India: Strategies for Next 3 Years
Vipul Aurange
 
Reliance airlines
Reliance airlinesReliance airlines
Reliance airlines
Vatsal Singh
 
Kingfisher
KingfisherKingfisher
Kingfisher
Hemanth Yadavalli
 
SSM PPT based on aviation topic - Fly India
SSM PPT based on aviation topic - Fly IndiaSSM PPT based on aviation topic - Fly India
SSM PPT based on aviation topic - Fly India
Priyanka Shetty
 
Management Case Solution for Indonesian Airlines to Compete Global
Management Case Solution for Indonesian Airlines to Compete GlobalManagement Case Solution for Indonesian Airlines to Compete Global
Management Case Solution for Indonesian Airlines to Compete Global
Dwitya Aribawa
 
Aviation mo s final
Aviation mo s finalAviation mo s final
Aviation mo s final
marketingdaibs
 
Branding strategies_Airport customer services
Branding strategies_Airport customer servicesBranding strategies_Airport customer services
Branding strategies_Airport customer services
BHARATANKURDOGRA
 
How to start low cost Domestic Airlines service( Air lines my dream)
How to start low cost Domestic Airlines service( Air lines my dream)How to start low cost Domestic Airlines service( Air lines my dream)
How to start low cost Domestic Airlines service( Air lines my dream)
Somnath Barbhai
 
Aptech aviation & hospitality academy
Aptech aviation & hospitality academy Aptech aviation & hospitality academy
Aptech aviation & hospitality academy
marstravelport
 
Aptech Aviation & Hospitality Academy
Aptech Aviation & Hospitality Academy Aptech Aviation & Hospitality Academy
Aptech Aviation & Hospitality Academy
Aptech Aviation in Delhi
 
Indigo airlines
Indigo airlinesIndigo airlines
Indigo airlines
Abinav kumar
 
AIR ASIA -GROUP 3.pptx
AIR ASIA -GROUP 3.pptxAIR ASIA -GROUP 3.pptx
AIR ASIA -GROUP 3.pptx
Rishabh332761
 

Similar to Indigo airlines rachitso4 (20)

Enterprise & Desk analysis For Aviation Industry
Enterprise & Desk analysis For Aviation Industry Enterprise & Desk analysis For Aviation Industry
Enterprise & Desk analysis For Aviation Industry
 
indigo value chain ppt
indigo value chain pptindigo value chain ppt
indigo value chain ppt
 
Airlines UDDAN
Airlines UDDANAirlines UDDAN
Airlines UDDAN
 
Indigo airlines report
Indigo airlines reportIndigo airlines report
Indigo airlines report
 
airblue-presentATION-1PPT_(1)_(1).pptx
airblue-presentATION-1PPT_(1)_(1).pptxairblue-presentATION-1PPT_(1)_(1).pptx
airblue-presentATION-1PPT_(1)_(1).pptx
 
Mapping the success of indigo airlines.
Mapping the success of indigo airlines.Mapping the success of indigo airlines.
Mapping the success of indigo airlines.
 
Spicejet industry analysis
Spicejet industry analysisSpicejet industry analysis
Spicejet industry analysis
 
AirAsia India: Strategies for Next 3 Years
AirAsia India: Strategies for Next 3 YearsAirAsia India: Strategies for Next 3 Years
AirAsia India: Strategies for Next 3 Years
 
AirAsia India: Strategies for Next 3 Years
AirAsia India: Strategies for Next 3 YearsAirAsia India: Strategies for Next 3 Years
AirAsia India: Strategies for Next 3 Years
 
Reliance airlines
Reliance airlinesReliance airlines
Reliance airlines
 
Kingfisher
KingfisherKingfisher
Kingfisher
 
SSM PPT based on aviation topic - Fly India
SSM PPT based on aviation topic - Fly IndiaSSM PPT based on aviation topic - Fly India
SSM PPT based on aviation topic - Fly India
 
Management Case Solution for Indonesian Airlines to Compete Global
Management Case Solution for Indonesian Airlines to Compete GlobalManagement Case Solution for Indonesian Airlines to Compete Global
Management Case Solution for Indonesian Airlines to Compete Global
 
Aviation mo s final
Aviation mo s finalAviation mo s final
Aviation mo s final
 
Branding strategies_Airport customer services
Branding strategies_Airport customer servicesBranding strategies_Airport customer services
Branding strategies_Airport customer services
 
How to start low cost Domestic Airlines service( Air lines my dream)
How to start low cost Domestic Airlines service( Air lines my dream)How to start low cost Domestic Airlines service( Air lines my dream)
How to start low cost Domestic Airlines service( Air lines my dream)
 
Aptech aviation & hospitality academy
Aptech aviation & hospitality academy Aptech aviation & hospitality academy
Aptech aviation & hospitality academy
 
Aptech Aviation & Hospitality Academy
Aptech Aviation & Hospitality Academy Aptech Aviation & Hospitality Academy
Aptech Aviation & Hospitality Academy
 
Indigo airlines
Indigo airlinesIndigo airlines
Indigo airlines
 
AIR ASIA -GROUP 3.pptx
AIR ASIA -GROUP 3.pptxAIR ASIA -GROUP 3.pptx
AIR ASIA -GROUP 3.pptx
 

Recently uploaded

Case study on Indian Ecommerce logistics
Case study on Indian Ecommerce logisticsCase study on Indian Ecommerce logistics
Case study on Indian Ecommerce logistics
UnheardShayari
 
Mandated reporting powerpoint to help with understanding your role
Mandated reporting powerpoint to help with understanding your roleMandated reporting powerpoint to help with understanding your role
Mandated reporting powerpoint to help with understanding your role
khidalgo2
 
The IIT Madras Product Management Casebook 23-24.pdf
The IIT Madras Product Management Casebook 23-24.pdfThe IIT Madras Product Management Casebook 23-24.pdf
The IIT Madras Product Management Casebook 23-24.pdf
Keerthiraja11
 
Entrepreneurial mindset: An Introduction to Entrepreneurship
Entrepreneurial mindset: An Introduction to EntrepreneurshipEntrepreneurial mindset: An Introduction to Entrepreneurship
Entrepreneurial mindset: An Introduction to Entrepreneurship
Sanjay Joshi
 
WAM Corporate Presentation July 2024.pdf
WAM Corporate Presentation July 2024.pdfWAM Corporate Presentation July 2024.pdf
WAM Corporate Presentation July 2024.pdf
Western Alaska Minerals Corp.
 
Importance of Quality Transformations in VUCA World
Importance of Quality Transformations in VUCA WorldImportance of Quality Transformations in VUCA World
Importance of Quality Transformations in VUCA World
Ankur860831
 
AI at Work​ The demystification of AI and real-world stories on how to apply ...
AI at Work​ The demystification of AI and real-world stories on how to apply ...AI at Work​ The demystification of AI and real-world stories on how to apply ...
AI at Work​ The demystification of AI and real-world stories on how to apply ...
Auxis Consulting & Outsourcing
 
Patrick Dwyer Merrill Lynch - Founder of the Dwyer Family Foundation
Patrick Dwyer Merrill Lynch - Founder of the Dwyer Family FoundationPatrick Dwyer Merrill Lynch - Founder of the Dwyer Family Foundation
Patrick Dwyer Merrill Lynch - Founder of the Dwyer Family Foundation
Patrick Dwyer Merrill Lynch
 
شركات إبراهيم العرجاني: لدعم الاقتصاد المصري
شركات إبراهيم العرجاني: لدعم الاقتصاد المصريشركات إبراهيم العرجاني: لدعم الاقتصاد المصري
شركات إبراهيم العرجاني: لدعم الاقتصاد المصري
إبراهيم العرجاني
 
Corporate Governance for South African Mining Companies
Corporate Governance for South African Mining CompaniesCorporate Governance for South African Mining Companies
Corporate Governance for South African Mining Companies
James AH Campbell
 
Discover who your target audience is and reach them
Discover who your target audience is and reach themDiscover who your target audience is and reach them
Discover who your target audience is and reach them
Quibble
 
foodgasm restaurant and Bar pune road.docx
foodgasm restaurant and Bar pune road.docxfoodgasm restaurant and Bar pune road.docx
foodgasm restaurant and Bar pune road.docx
PraghyaBhandari
 
A STUDY OF MUTUAL FUND OF BANK OF INDIA .pdf
A STUDY OF MUTUAL FUND  OF BANK OF INDIA .pdfA STUDY OF MUTUAL FUND  OF BANK OF INDIA .pdf
A STUDY OF MUTUAL FUND OF BANK OF INDIA .pdf
rsonics22
 
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
dimplekumaridk322
 
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAAPAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
lawrenceads01
 
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptxThe-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
Jindal Global University, Sonipat Haryana 131001
 
brojjeddah Home Services Company in Saudi Arabia
brojjeddah Home Services Company in Saudi Arabiabrojjeddah Home Services Company in Saudi Arabia
brojjeddah Home Services Company in Saudi Arabia
brojjeddah
 
Best Practices in Negotiation for Business Management Students
Best Practices in Negotiation for Business Management StudentsBest Practices in Negotiation for Business Management Students
Best Practices in Negotiation for Business Management Students
zoyaws1
 
Staffan Canback - The 18 Rays of Project Management
Staffan Canback - The 18 Rays of Project ManagementStaffan Canback - The 18 Rays of Project Management
Staffan Canback - The 18 Rays of Project Management
Tellusant, Inc.
 
Cracking the Customer Experience Code.pptx
Cracking the Customer Experience Code.pptxCracking the Customer Experience Code.pptx
Cracking the Customer Experience Code.pptx
Workforce Group
 

Recently uploaded (20)

Case study on Indian Ecommerce logistics
Case study on Indian Ecommerce logisticsCase study on Indian Ecommerce logistics
Case study on Indian Ecommerce logistics
 
Mandated reporting powerpoint to help with understanding your role
Mandated reporting powerpoint to help with understanding your roleMandated reporting powerpoint to help with understanding your role
Mandated reporting powerpoint to help with understanding your role
 
The IIT Madras Product Management Casebook 23-24.pdf
The IIT Madras Product Management Casebook 23-24.pdfThe IIT Madras Product Management Casebook 23-24.pdf
The IIT Madras Product Management Casebook 23-24.pdf
 
Entrepreneurial mindset: An Introduction to Entrepreneurship
Entrepreneurial mindset: An Introduction to EntrepreneurshipEntrepreneurial mindset: An Introduction to Entrepreneurship
Entrepreneurial mindset: An Introduction to Entrepreneurship
 
WAM Corporate Presentation July 2024.pdf
WAM Corporate Presentation July 2024.pdfWAM Corporate Presentation July 2024.pdf
WAM Corporate Presentation July 2024.pdf
 
Importance of Quality Transformations in VUCA World
Importance of Quality Transformations in VUCA WorldImportance of Quality Transformations in VUCA World
Importance of Quality Transformations in VUCA World
 
AI at Work​ The demystification of AI and real-world stories on how to apply ...
AI at Work​ The demystification of AI and real-world stories on how to apply ...AI at Work​ The demystification of AI and real-world stories on how to apply ...
AI at Work​ The demystification of AI and real-world stories on how to apply ...
 
Patrick Dwyer Merrill Lynch - Founder of the Dwyer Family Foundation
Patrick Dwyer Merrill Lynch - Founder of the Dwyer Family FoundationPatrick Dwyer Merrill Lynch - Founder of the Dwyer Family Foundation
Patrick Dwyer Merrill Lynch - Founder of the Dwyer Family Foundation
 
شركات إبراهيم العرجاني: لدعم الاقتصاد المصري
شركات إبراهيم العرجاني: لدعم الاقتصاد المصريشركات إبراهيم العرجاني: لدعم الاقتصاد المصري
شركات إبراهيم العرجاني: لدعم الاقتصاد المصري
 
Corporate Governance for South African Mining Companies
Corporate Governance for South African Mining CompaniesCorporate Governance for South African Mining Companies
Corporate Governance for South African Mining Companies
 
Discover who your target audience is and reach them
Discover who your target audience is and reach themDiscover who your target audience is and reach them
Discover who your target audience is and reach them
 
foodgasm restaurant and Bar pune road.docx
foodgasm restaurant and Bar pune road.docxfoodgasm restaurant and Bar pune road.docx
foodgasm restaurant and Bar pune road.docx
 
A STUDY OF MUTUAL FUND OF BANK OF INDIA .pdf
A STUDY OF MUTUAL FUND  OF BANK OF INDIA .pdfA STUDY OF MUTUAL FUND  OF BANK OF INDIA .pdf
A STUDY OF MUTUAL FUND OF BANK OF INDIA .pdf
 
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
 
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAAPAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
 
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptxThe-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
 
brojjeddah Home Services Company in Saudi Arabia
brojjeddah Home Services Company in Saudi Arabiabrojjeddah Home Services Company in Saudi Arabia
brojjeddah Home Services Company in Saudi Arabia
 
Best Practices in Negotiation for Business Management Students
Best Practices in Negotiation for Business Management StudentsBest Practices in Negotiation for Business Management Students
Best Practices in Negotiation for Business Management Students
 
Staffan Canback - The 18 Rays of Project Management
Staffan Canback - The 18 Rays of Project ManagementStaffan Canback - The 18 Rays of Project Management
Staffan Canback - The 18 Rays of Project Management
 
Cracking the Customer Experience Code.pptx
Cracking the Customer Experience Code.pptxCracking the Customer Experience Code.pptx
Cracking the Customer Experience Code.pptx
 

Indigo airlines rachitso4

  • 1. Service Marketing- Three Stage Approach Service Marketing Plan Stage 1 Tangibility & intangibility Select the company Industry profile in India Major competitors Process service activity flow chart(gaps) Consumer behaviour (pre purchase, purchase & post purchase) Stage 2 Service Mix: 7 Ps 7 Ps of service mix Product Price Place Promotion People(staff & customers) Process Physical evidence Stage 3 Recommendatio ns Recommendations for Service Gap on 7 Ps Front stage & back stage service gaps Prepare activity flow chart & consumer survey
  • 2. Services Marketing Topic :- Indigo Airlines, Stage 1 :- Tangibility & intangibility. Stage 2 :- Service mix 7 p’s. Stage 3 :- Recommendations. By:- Karan Bhagat Rachit Shiv Akshay Dhamankar Aneesh Sheety
  • 3. Indian Aviation Industry Aviation industry in India in 9th largest industry and fastest growing industry in the world. The number of travellers carried by domestic airlines between January and June 2010 increased 21.86 per cent to 25.71 million, contrasted with 21.09 million in the corresponding time span of 2009, facts and figures supplied by diverse household airlines showed. With Air traffic extending to augment at over 21 per cent in June, India's largest low-cost carrier Indigo is catching up to restore Air India at the third spot in terms of market share. According to the facts and figures issued by the Directorate General of Civil Aviation, Indigo has expanded its market share to 16.4 per cent, close to Air India's 16.9 per cent. Amidst the other airlines, Jet-JetLite bagged 26.5 per cent, pursued by Indigo at 21 per cent and Air India. amidst the LCCs, IndiGo is pursued by SpiceJet at 13.3 per cent, Go Air at 5.8 per cent and Paramount at 0.3 per cent. The number of travellersoaring in June this year increased to 4.57 million from 3.76 million in the identical month last year.
  • 4. Founded 2005 Commenced operations AUGUST 2006 Company slogan ON TIME, EVERY TIME KEY PLAYER MR. RAHUL BHATIA , CHAIRMAN MR.ADITYA GHOSH,MD Website www.goindigo.in MARKET SHARE 27% INDIGO AIRLINES
  • 5. Executive Summary  India’s best performing Low Cost Airline in terms of profit  Established in 2005 as a subsidary of Interglobe Interprises  A fleet of 30 aircrafts making 170 flights daily, across 22 destinations in India  Plans to acquire 125 new aircrafts by 2025  Plans to serve 100 cities in India, South East Asia, Middle East and China by 2025
  • 7. Why IndiGo ?  Emergence of the Great Indian middle class willing to spend money for swifter travel  For the Individual on the Go,who values time and on- timliness  Budget travel is not cheap travel, Quality of Service Mission Statement : To be the best Airline in India by providing the following values to the customer: - Affordable Fairs - Ontime performance - Hasslefree Service
  • 8. • Indigo Airlines commenced operations on the 04th of August 2006 with their inaugural flight from Delhi to Imphal • Consolidating its position as the fastest growing airline in India with 237 flights, connecting 25 destinations across the nation, in a short span of almost five years. • January 19, 2011– India's largest low fare airline. .
  • 9. AWARDS AND ACHIEVEMENTS Best Domestic Low Cost Service by TAAI (2010) Safety Excellence Award by BIAL (2010) Skytrax Central Asia's best low-cost airline award (2011) Safety Excellence Award by Rajiv Gandhi International Airport(2009)
  • 12. Tag line-”On time every time”
  • 13. PRODUCT •Design. •Quality. •Range. •Brand Name. •Features. PLACE •Distribution Channels. •Methods of Distribution. •Coverage. •Location. PRICE •List Price. •Discounts. •Commissions. •Surcharges. •Extras. PROMOTION •Advertising. •Sales Promotion. •Salesmanship. •Publicity. 4P’s OF MARKETING MIX
  • 14. PRODUCT PRICE PLACE PROMOTION PEOPLE PROCESS PHYSICAL EVIDENCE SERVICE MARKETING MIX
  • 16. Giving a Feel For The “Product” Inside a Service Wrapper . •Consumers are demanding not products, or features of products but the benefits they will be offered. •The airline product includes of two types of services: 1. On the Ground Services. 2. In-Flight Services. PRODUCT MIX
  • 17. Product Core • Transportation Supplementary • Check in • Food on board • Connecting flight • Complementary gifts • In-flight entertainment • Frequent flier programs Augmented • Online booking • Variety of meal options • Pick up and drop service • Mobile ticketing
  • 18. On the Ground Service(1/2)..
  • 21. • Online 24-hour reservation Systems. • Consolidation. • Tour Operator/ Travel Agent. • Affiliated with companies. PLACE MIX
  • 22. Promotion Mix Word of Mouth ‘Customer Loyalty Ladder’ . Sales Promotion The Travel Agents, Tour Operators, Frontline Staffs Contribute a Lot to The Promotion of Airlines Business. Publicity The PRO, Receptionist, Travel Agents, Media People Are Very Important People in Publicizing The Business. Advertising Airlines Advertisement Needs to Keep in Mind the Image of Country, The Scenic Beauty, Tourist Attractions, Rich Cultural Heritages or Which Would Attract Number of Tourists.
  • 27. Promotional Strategy Communication Objectives-Indigo will be promoting the below three things majorly as part of its advertising programme-On-time performance , Affordable fares and Hassle free passenger experience.
  • 28. Advertisement Strategy  Hoardings at airports with focus on Best on time performance  Advertisement through social networking medium- Facebook,Twitter,YouTube etc  Collaboration with Multiplexes in major cities to promote the airline and its special offers  Advertisement hoardings in multi-storeyed buildings and offices  Advertisements in magazines targetting Urban population
  • 29. Advertisement Strategy contd..  Sponsering fashion shows, talent hunts, New Year parties etc  Collaboration with consumer banks, credit card companies, hotels, ticketing websites to promote special offers, discounts and cash back  Giving IndiGo promotion a local flavour by promoting in regional languages in respective sectors  Sending special offer details to frequent fliers by sms, email etc  Targeting foreigners in Tourist circuits
  • 31. • Competence. • Reliability. • caring Attitude. • Responsiveness. • Initiative. • Problem Solving Ability. • Goodwill. PEOPLE MIX
  • 32. • Reservation. • Flight Information. • Facilities at The Airport. • Baggage Handling. • Meal Service. • Flight Entertainment. • Deliver Quality Service. PROCESS MIX
  • 34. • On the ground: • Booking offices or ticket counters. • Paperwork. • Brand Logo. • Tickets. PHYSICAL EVIDENCE In-flight: •Aircraft. •Seating Configuration. •Good Inner-exteriors. •Cleanliness. •Uniforms. •Ambience. •Baggage. •Labels or Tag.
  • 36. The IndiGo Advantage  Multiple Short haul point to point flights  Using only one type of aircraft to minimize Maintenance overheads  Lean Operating Strategy to maximize efficiency  Minimum turn around time, keeping Aircraft in air for most of the time  Employee welfare and resultant loyalty  Making Low budget flying a pleasant experience
  • 37. MARKET SHARE MARKET SHARE IN 2011 MARKET SHARE IN 2012
  • 38. Consumer behaviour • Making a Reservation. • Components of the Amount Paid to IndiGo for Travel: Basic Fare, Surcharges and Fees. • Changes/ Cancellations/ Refunds. • Special Rules and Charges for Certain Customers, Pets and Baggage. • Checking and Cabin Baggage. • Onboard the Aircraft
  • 39. Blue Print of Indigo AIRLINES
  • 41. Gaps in the present service design: GAP 1 • Lack of upward communication: • The employees of Indigo airlines are don’t do upward communication with their senior manager due to which manager can not able to understand what happening in the organisation. • The employees of “Indigo Airlines” are not able to implement the service of serve food to customers properly due to customers are not happy by the service of “Indigo Airlines”
  • 42. GAP 2 • Absence of customer driven standard: • In the ‘economy class’ there is problem that Indigo airlines can not able to provide customers driven standard and quality of service to the customers. • In Indigo airlines the airhostess takes lot of time to deliver the order of customers.
  • 43. GAP 3 • Failure to match supply and demand: • Customers are not taking the responsibility that to keep clean the environment of airlines and flight, due to which lot of cost incurred in the cleaning the flight and surrounding of airlines.
  • 44. GAP- 4 • Lack of integrated marketing communication: • The advertising and promotional activities of the Indigo airlines is very low due to which there is the problem that customers are not aware about scheme and discount on flights. • Inadequate horizontal communication:
  • 45. Service Gap Recommendations • GAP-1 • Improvement in upward communication • First of all the employees of the organisation have to encourage to do the communication with the group member and with the manager even also manager have to appreciate the communication of the employees and have to give feedback to the person who are doing communication with managers by that procedure we can able to do improvement in the upward communication of Indigo Airlines • Service recovery: • The Indigo airlines have to give training to the employees to the various parameters such as • 1. How to serve food to the customers • 2. How to deal with the customers • 3. How to meet the expectation of customers • Gap-2 • Customer driven standard: • The Indigo airlines have to give training to the employees that to how to behave ethically with the customers by the help of training programme and there implementation we can able to meet the customer driven standard • GAP-3 • Demand and supply: • To meet the demand of the customers and to keep the smooth supply of goods in the flight the ‘supply chain management’ should maintain properly and to meet the demand of customers. • GAP - 4 • Integrated marketing communication: • Indigo airlines should implement the ‘intranet’ facility to set the horizontal communication within the organisation due to which all problem of horizontal communication will be removed.
  • 46. Final Recommendation • we recommend that IndiGo must increase its domestic operations by starting flights connecting to new destinations. • So using the cost leadership strategy, IndiGo can gain competitive advantage over its competitors as the first mover. • Once the above strategy is successful and results in promising revenue growth, IndiGo canuse extension to freight and chartered services as the next objective for further expansion
  • 47. • Extension • Currently, IndiGo is concentrating only in domestic passenger flights. • However, the freight/cargo market and charted plane service are the areas that can prove to be good potential market for IndiGo. • Besides, chartered flight services are an untapped market for IndiGo. • Thus, IndiGo has a huge opportunity to expand in both these arenas.

Editor's Notes

  1. effective March 08,2011. The launch marks IndiGo’s entry in the Chhattisgarh region, consolidating its position as the fastest growing airline in India with 237 flights, connecting 25 destinations across the nation, in a short span of almost five years.