This document discusses the marketing mix of the airline industry. It defines the marketing mix as the different choices organizations make to bring products or services to market. For services like airlines, an enhanced marketing mix is needed that creates desire for the service beyond just reaching customers. The marketing mix in airlines includes 7 Ps - Product, Price, Place, Promotion, People, Process, and Physical Evidence. Each P is then defined in the context of airlines, such as product mix including on-ground and in-flight services, price mix including premium and low-cost options, and promotion mix involving advertising, publicity, and sales promotions. Air India is used as an example, outlining its background, products/services, places

1. MARKETING MIX OF AIRLINES INDUSTRYMARKETING MIX OF AIRLINES INDUSTRY
Presented by:
PREMVIR SINGH CHAUHANPREMVIR SINGH CHAUHAN
MBA MARKETINGMBA MARKETING

2. WHAT IS
MARKETING
MIX…..?

3. MARKETING MIX
`MARKETING MIX’ is a general
phrase used to describe the
different kinds of choices
Organisations have to make In
the whole process of bringing
a product or services to market.

4. Services are distinguished from products mainly because they are
generally produced at the same time as they are consumed, and cannot be
stored away or taken. An enhanced marketing mix needs to be deployed.
Its Not About Simply Reaching Out to Customers With the Right Service.
But, Its Also About Creating That Right Desire to Possess The Service.
Services are Deeds, Processes, and Performances….

5. MARKETING MIX IN AIRLINES INDUSTRY
Presented by:
Presented by:
Prem Vir Singh
Prem Vir Singh
Chauhan
Chauhan

6. PRODUCT PRICE PLACE PROMOTION PEOPLE PROCESS
PHYSICAL
EVIDENCE
RAINBOW OF SERVICE MARKETING MIX

7. LET US WE RELATE THE 7 P’S OF
MARKETING MIX TO AIRLINES
INDUSTRY

8. 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

9. 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
Airlines service products
 CABIN SERVICE.
 CATERING SERVICE
 RAMP SERVICE.
 OTHER SERVICE.

10. PRICE MIX
Premium
Pricing
Value For
Money
Pricing
Cheap
Value
Pricing
APEX
Fares
Low-Cost
Pricing

11.  Online 24-hour reservation
Systems.
 Consolidation.
 Tour Operator/ Travel Agent.
 Affiliated with companies.
PLACE MIX

12. PROMOTION MIX
Advertising
Publicity
Sales promotion
Word of mouth
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.
Advertising

13. PROMOTION MIX
Advertising
Publicity
Sales promotion
Word of mouth
The PRO, Receptionist, Travel
Agents, Media People Are Very
Important People in Publicizing The
Business.

14. PROMOTION MIX
Advertising
Publicity
Sales promotion
Word of mouth
The Travel Agents, Tour Operators,
Frontline Staffs Contribute a Lot to The
Promotion of Airlines Business.

15. PROMOTION MIX
Advertising
Publicity
Sales promotion
Word of mouth ‘Customer Loyalty Ladder’ .

16.  Competence.
 Reliability.
 caring Attitude.
 Responsiveness.
 Initiative.
 Problem Solving Ability.
 Goodwill.
PEOPLE MIX

17.  Reservation.
 Flight Information.
 Facilities at The Airport.
 Baggage Handling.
 Meal Service.
 Flight Entertainment.
 Deliver Quality Service.
PROCESS MIX

18. 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.

19. COMPANIES BACKGROUND
AIR INDIA THE OLDEST AND LARGEST
AIRLINE OF INDIA….
WAS FOUNDED IN THE YEAR 1932 BY
TATA SONS LTD.
AND IN 1953 GOVERNMENT OWNED IT AND
NAMED AIR INDIA.

20. PRODUCT/SERVICE
 CABIN SERVICE.
 CATERING SERVICE
 RAMP SERVICE.
 OTHER SERVICE.

21. PLACE
2 HUBS IN INDIRA GANDHI
INTERNATIONAL AIRPORT
AND
CHATRAPATI SHIVAJI
TERMINUS.
1 IN DUBAI INTERNATIONAL
AIRPORT.
• 150 DESTINATIONS..

22. PRICE
•SHORT/LONG
DISTANCES.
•NUMBER OF HALTS.
•CATEGORY/CLASSES.
• APEX FARES

23. PROMOTION