Here are the 7 p's in aviation industry of a leading company- Spice jet. it is describing how spicejet is using marketing P's as a good marketing strategy.

1. Presentation
Of
Service Marketing
“Marketing Strategy
of Spicejet”
Submitted to :
Mr. Samarth
Submitted by:
Sweta Saroha

2. About SpiceJet
 SpiceJet is a Indian airline which was founded in the year 2005. It is
known for its low cost airline services and the main competitors are
Indigo, Jet Airways, Vistara etc. This airline company has its
headquarter in Gurgaon, India. The airline hubs are at Indira Gandhi
International Airport (in Delhi), Rajiv Gandhi International Airport (in
Hyderabad) and Netaji Subhash Chandra Bose International Airport (in
Kolkata). The company slogan is ‘Red Hot Spicy’. The company’s
chairman and managing director is Ajay Singh. The size of fleet of
SpiceJet is 40 and it operates in 34 cities across India and 7
international destinations operating 246 flights daily. SpiceJet is
currently the fourth largest airline by number of passenger carried in
India. As per DCGA statistics of January 2017, SpiceJet has also set the
record for best on-time performance amongst all other airlines thrice in
a row.

3. It faces tough competition from Indigo, Jet Airways and Vistara. Due to
large number of competitors targeting low cost carrier segment, Spice
Jet follows competitive pricing in its marketing mix strategy by
offering a mix of both low cost ticket and decent onboard facilities to its
travelers.
Marketing Mix of Spice Jet analyses the brand/company which covers
4Ps (Product, Price, Place, Promotion) and explains the SpiceJet
marketing strategy. The article elaborates the pricing, advertising &
distribution strategies used by the company.
Let us start the Spice Jet Marketing Mix:
Marketing Mix of Spice jet

4. Spice Jet is one of the leading airline companies in India. The core service in the product
strategy in the marketing mix of Spice Jet is its flight. Spice Jet has got a total of 40
aircrafts in its fleet out of which 4 aircrafts are Boeing 737-900, 22 aircrafts are Boeing
737-800 and 14 aircrafts are BOMBARDIER Q400. Spice Jet does not offer any business
class or Premium Economy Class cabins instead its service can be divided into 2
categories:
a. Economy class: This class targets travelers who cannot afford more price and require
standard service. Travelers opting for it just enjoy the basic flying service. Spice Jet
aircrafts are modern, vibrant color and stylish and gives a feel of international flights.
a. Spice Max: This is a kind of premium service provided to the travellers. Travellers
needs to pay extra for this premium service while booking their seat online or at airport
counter. A Spice Max seat has extra leg space onboard, and the traveller is provided
with complementary meal, priority bag check in and priority boarding facility.
Product

5. Price
 Spice Jet is known to provide one of the cheapest airline service in India. It
faces tough competition from Indigo, Jet Airways and Vistara. Due to large
number of competitors targeting low cost carrier segment, Spice Jet follows
competitive pricing in its marketing mix strategy by offering a mix of both low
cost ticket and decent onboard facilities to its travellers. Spice Jet also brings
various schemes and discount offers to attract more travellers. Spice Jet also
offers Spice Cash to its frequent travellers which act as a reward point that can
be used for getting discounts. Spice Jet offers discount on pre booking of
tickets and add on services and special discount for Indian Armed force
people, Students, Senior Citizens and small and medium enterprise travellers.

6. Place
Spice Jet has its hub at three airports at Indira Gandhi International Airport (in
Delhi), Rajiv Gandhi International Airport (in Hyderabad) and Netaji Subhash
Chandra Bose International Airport (in Kolkata).Spice Jet operates 246 daily
flights across 34 cities in India and 7 international destinations like Dubai,
Colombo, Kabul, Riyadh etc. The company is also planning to expand its fleet
size and operations in tier 2 and tier 3 cities by buying new Bombardier Q400
turboprop planes and Boeing 737 MAX 8 planes.

7. Promotion
 SpiceJet has an integrated marketing campaign focusing on TV, Digital, Print,
Outdoor, Cinema and Airports for its promotion.
 SpiceJet has done a lot of humorous campaigns for promoting its premium
service SpiceMax. SpiceJet recently got a makeover when it launched new
uniform in red hot spicy avatar for its air hostess and other crew members.
This is done to enhance the brand image of SpiceJet as glamorous and
youthful.
 SpiceJet also uses outdoor channels like banners at airport or any prime
location. SpiceJet also addresses issues and engages with customers on social
media like Facebook, twitter.
 SpiceJet also promotes its add on services like SpiceClub, FlyForSure etc on
its website and its mobile app.
 SpiceJet also promotes its mobile app by giving special discount on booking
tickets from app. SpiceJet also publishes its magazine for promotion of its
services and other products.

8. Other P's of Spice jet
 Since this is a service marketing brand, here are the other three Ps to make it the 7Ps
marketing mix of Spice Jet.
People
 SpiceJet is known for delivering highest standards of excellent service to its travellers.
The complete crew of SpiceJet is fully dedicated towards customer centricity.
 The SpiceJet crew is also considered as the brand image of the company and recently
the uniform of all crew members were changed to reflect youthfulness and glamour.
SpiceJet has always encouraged its employees to foster ownership, leadership, seeking
growth opportunities and service oriented.
 SpiceJet also provides travel benefits to employees and their families. SpiceJet has also
come up with welfare initiative for its employees to support their families providing
education and health benefit policies.
 The entire front end crew within SpiceJet plane is highly skilled and professional to
deliver services to travellers as promised. From air hostesses to pilot, flight attendant to
freight movers, all are contributing to create a warm ambience for its travellers

9. Process
 SpiceJet has got many processes in its marketing mix. A customer a go to the
website to book a ticket. The traveller needs to enter source and destination,
date of travel, number of passengers and then choose among the available
flights.
 The customer then needs to agree to terms and conditions and make payment
to confirm booking. The ticket containing flight details will be mailed to
customer’s email id and mobile number.
 The customer can also follow this booking procedure from any other website.
At the day of check in at SpiceJet counter at airport the traveller need to
deposit their baggage and enjoy the journey.
 All the process handling will be performed from SpiceJet’s side. SpiceJet
provides travellers to get SpiceMax category service to get some privilege like
business class traveller. A customer can do advance check in and use mobile
ticket

10. Physical Evidence
 SpiceJet is known for providing low cost flying option with standard services
to its travellers. SpiceJet has got 40 planes as a physical evidence in airline
industry.
 SpiceJet also offers SpiceMax service option where the seats of its airplanes
are more comfortable and have got more leg spacing.
 The onboard experience provided by SpiceJet is seamless as the interior look is
modern and gives a feel of international airline. SpiceJet also offers in flight
dinning as a paid add on service to travellers. SpiceJet also offers its own
magazine to travellers.
 SpiceJet also has its own mobile app from which traveller can check in, choose
seat and meal preference, order boarding pass. Travellers can also take
assistance from SpiceJet kiosk at airports.
 SpiceJet also offers SpiceLounge service at various location like Delhi,
Bengaluru, Hyderabad etc to its travellers. This covers the entire SpiceJet
marketing mix.

11.  Thank you