Physical evidence as a key component of services marketing mix, A presentation on the physical evidence used by the aviation sector for services marketing.

1. Physical
Evidence In
Aviation Industry
By
Reynold Alexander : MS1920050
Betrabet Anchita : MS1920049
Bhatt Vaibhav : MS1920054
Services Marketing Internal Assessment
5th Semester, TYBMS (A)
2019-2020
Prof. Ketan Vira

2. Physical evidence as part of the services marketing mix
Services as we know are largely intangible when marketing.
However customers tend to rely on physical cues to help them
evaluate the product before they buy it. Therefore marketers
develop what we call physical evidence to replace these physical
cues in a service. The role of the marketer is to design and
implement such tangible evidence. Physical evidence is the
material part of a service.

3. Physical Evidence In Aviation Sector
• Making a trip by air involves a set of complex experiences over a period of
hours with many opportunities for the air passengers to be pleased and
comfortable, or disappointed, frustrated and infuriated. Air passengers make
decisions on a particular flight to board based, largely on their perceived safety
and past experiences with the airline, which in turn depend on the quality of
service product provided by the airline. Airline operators increasingly strive to
attract, build, and retain customers through the quality of their service product
offerings. In this regard, many airline operators invest heavily on innovative,
streamlined, and efficient service systems to improve performance and remain
in the competition.
• The aircraft by itself, the seating configuration meant to be comfortable and
spacious, and the in-flight food provide physical evidence to the airline service.

4. Component Of Physical
Evidence in Aviation
Industry
• Physical Environment
The physical environment is the space by
which you are surrounded when you
consume the service. So for a meal this is
the restaurant and for a journey it is the
aircraft that you travel inside. The physical
environment is made up from its ambient
conditions; spatial layout and functionality;
and signs, symbols, and artefacts.

5. Component Of Physical
Evidence In Aviation Industry
• Ambience
The ambient conditions include temperature,
colour, smell and sound, music and noise. The
ambience is a package of these elements which
consciously or subconsciously help you to
experience the service. Ambience can be diverse.
The ambience of an airline is relaxing and calm,
and the music and smells underpin this experience
,which enhance this customer experience. The
marketer needs to match the ambience to the
service that is being delivered.

6. Component Of Physical
Evidence In Aviation
Industry
• Spatial Layout
The spatial layout and functionality are the
way in which furniture is set up or
machinery spaced out. Think about the
spatial layout of an airline that you have
visited and how this affects your
experience of the service. Functionality is
more about how well suited the
environment is to actually accomplish your
needs. For example is the seat in the
airplane is comfortable, or can you reach
your life jacket when on an aircraft.

7. Component Of
Physical Evidence
In Aviation
Industry
• Corporate branding (signs, symbols
and artefacts)
Finally corporate image and identity are
supported by signs, symbols and artefacts
of the business itself. When you visit an
airport there are signs which guide you
around the facility smoothly, as well as
statues and logos displayed throughout
the complex along with the symbols
using the particular colour to create
corporate identity of the airlines. This is
all important to the physical evidence as a
fundamental element of the services
marketing mix.

8. Food & Beverage
The in-flight food is a very important aspect,
a wide selection of meals is offered to the
passengers. Passengers are requested to
indicate their reference at the time of
reservation itself. Aviation companies offer
various dishes to cater to the needs of different
segments of customers from accross the globe.
Many Aviation companies have a separate
kitchen for preparation of veg and non-veg
foods. High quality of raw materials are used
by the companies for food preparation,
specially designed refrigerators are used to
store the raw materials to maintain the quality
and the standard of the foods.
E.g : Jet Airways provides stylish crockery
designed by foreign designers which are of
high quality stainless steel.

9. Food &
Beverage
Aviation companies takes special care while serving the
foods to the customers, proper cutlery and napkins are
provided along with the food for the comfort of the
customers.
The in-flight food is catered by TajSATS Air Catering,
another joint venture between Tata and a Singaporean
company, headed by Chef Arun Batra. Vistara offers
four different meals for each cabin for different time of
the day.
The airline has a range of signature mocktails
and cold beverages for you to choose from.
Main meals include three meal options.
Premium economy class customers will enjoy a
welcome drink, and choice of three main meal
options inflight. All beverages are also
complimentary.

10. Aviation Crew Uniform
It helps in socializing the crew members and customers.
It helps to identify the firms personnel's.
It facilitates perception of consistent performance.
Provides a means of differentiation as well-dressed
personnel are perceived as – more intelligent, better
workers and more interactive
It also acts as a brand identity as every airline has a own
different uniform.

11. INDIGO-
CREW
UNIFORM
• Blue is the colour of sky and sea. It is usually
associated with depth and stability. Symbolizing trust,
loyalty, wisdom, confidence, intelligence, faith, helps
in creating a relationship with its passengers. Blue is
also considered beneficial to the mind and body. It
helps in calming the passengers.
 Also the uniform acts as a promotional tool as it has
the tag of the company from the dress to the cap and
even the identity card.
 Blue uniform reflects their corporate identity

12. Vistara – Leg
Space
• At Vistara Airlines, the aircraft by itself,
the seating configuration which is meant to
be comfortable and spacious.
• Boeing and Airbus are the 2 best
commercial aircraft makers and almost all
airlines. The seating is such that it is
comfortable and there is enough leg space.
• Vistara Airlines has introduced new sleeper
seats with electric controls for reclining
lumbar support, leg rest extension,
expanded seat back height for a more
insulated environment, thus providing
highly comfortable seating.

13. Vistara –
lounge
• On 29 March 2016, Vistara inaugurated premium
lounge service for its Business-class passengers
and Club Vistara Platinum & Gold members at the
departure level of Terminal 3 of Indira Gandhi
International Airport at Delhi. The lounge is spread
across 250 square meters on the air-side and can
seat 75 people at a time.
• The lounge has the most premium designed
furniture and elegant infrastructure which creates a
good brand image and a postitive perception about
the company in the minds of the customers.

14. Automated
Kiosks For
Boarding Pass
• This facility is available with almost every
airline company, they provide an automated
boarding pass to the travelers who don’t have
luggage or are just carrying a handbag, for
self-check in purpose.
• This facility is most convenient for frequent
business travelers who have limited time so
they can self-print their boarding pass from
any of the kiosks located nearby.
• This also allows the travelers to choose the
seats according to their preference.

15. Loyalty
Programmes
• Many Airline companies have introduced a loyalty
programme for their frequent travelers , to
improve the company-customer relations during
the long run and also to face the competition
effectively & efficiently.
• Under this programme the frequent flyers of the
company are given complimentary rewards on
their journey which can be free meals, coupons,
special lounge access and upgrades to business
class, free flights and extra baggage allowance.
• Loyalty cards are provided to the frequent flyers
under (FFP) to distinguish them from others
flyers.
• E.g : Club Vistara, JetPrivilege, Miles & More etc.