The document provides an overview of the Indian aviation industry from 2019-2021, including a SWOT analysis of major players like Indigo and SpiceJet. It highlights strengths, weaknesses, opportunities, and threats for both airlines, with a focus on pricing strategies and marketing decisions. Recommendations for enhancing their market positions include leveraging domestic leadership for Indigo and expanding destinations for SpiceJet.

1. INDIAN AVIATION INDUSTRY - SNAPSHOT
IGTC Batch 2019-21
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2. MARKETING STRATEGY ANALYSIS
Fleet size 260 Revenue Rs.298 Bn (2018-19)
Destinations 100 Total Assets Rs.250 Bn (2018-19)
Fleet size 117 Revenue Rs.11,200cr (2018-19)
Destinations 53 Total Assets Rs.4,109cr (2018-19)
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3. SWOT ANALYSIS
INDIGO SPICEJET
Strength:-
• Low fares
• Service quality.
• Fuel efficient
aircrafts.
Weaknesses:-
• Less
differentiation.
• Sustaining profits.
• Dependence on
volumes.
Opportunity:-
• Increasing middle
class population.
• Increase in
domestic tourism.
• Chartered flight
services.
Threats:-
• Fuel cost.
• Competition.
• Government
policies.
Strength:-
• Low fares.
• Tourism
partnership.
• Brand
positioning.
Weaknesses:-
• Low market
share.
• Low international
destination.
• Frequent offers.
Opportunity:-
• More routes and
destinations.
• Growing interest
on tourism.
• Growing demand
for foreign travel.
Threats:-
• Fuel costs.
• Government
policies.
• Competition.
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4. SEGMENTATION & POSITIONING
INDIGO
• Low fares.
• On time.
• Courteous, Hassle free service.
o Benefit segmentation.
To cater to the changing needs.
Benefits of low pricing.
SPICEJET
• Low fares.
• Brand positioning
“SUNRISERS HYDERABAD”
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5. MARKETING MIX - PRODUCT DECISIONS
Essentially service, supplemented by physical products
INDIGO
In-flight services:-
Prepaid food.
On ground services:-
6 E priority.
SPICEJET
In-flight services (Add ons):-
Food.
SpiceMax.
On ground services:-
SpiceMax.
Spice Lounge.
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6. MARKETING MIX - PRICING DECISIONS
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 Bucket pricing.
 Demand supply dynamics.
 Load factor.
 Flexi Fares.

7. MARKETING MIX - CHANNEL DECISIONS
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Both INDIGO & SPICEJET have their own websites for booking.
Third party booking websites are :-

8. MARKETING MIX -
INTEGRATED MARKETING COMMUNICATION (IMC) DECISIONS
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9. TONGUE IN CHEEK
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10. STRATEGY RECOMMENDATIONS
INDIGO
Build upon domestic leadership.
Tie-ups.
SPICEJET
Increase number of destinations.
Punctuality.
Welcoming of passengers.
Tie-ups.
Offer red-eye flights.
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