INDIAN AVIATION INDUSTRY

(A Marketing Perspective)
EVOLUTION OF
INDIAN AVIATION
INDUSTRY
 EVOLUTION OF INDIAN AVIATION
INDUSTRY

191
1
First
commercial
flight from
Allahabad to
Naini
EVOLUTION OF INDIAN AVIATION
INDUSTRY

191 191
1 2
The first
domestic air
route between
Karachi and
Delhi was
opened by the
Indian State Air
services
EVOLUTION OF INDIAN AVIATION
INDUSTRY

191 191 191

1 2 5
The first Indian
airline, Tata
Sons Ltd.,
started a regular
airmail service
between Karachi
and Madras
EVOLUTION OF INDIAN AVIATION
INDUSTRY

191 191 191 192

1 2 5 7
Department
of Civil
Aviation was
set up
EVOLUTION OF INDIAN AVIATION
INDUSTRY

191 191 191 192 193

1 2 5 7 7
The Indian
Aircraft Act
was
formulated
in 1937
EVOLUTION OF INDIAN AVIATION
INDUSTRY

194
0
Hindustan
Aeronautics
Limited (HAL)
was set up by
Walchand
Hirachand
EVOLUTION OF INDIAN AVIATION
INDUSTRY

194 194
0 1
Indias first
aircraft, the
Harlow trainer
was rolled out
for test flight.
EVOLUTION OF INDIAN AVIATION
INDUSTRY

194 194 194

0 1 6
Air India came
into being when
Tata Airlines
changed its
name to Air
India.
EVOLUTION OF INDIAN AVIATION
INDUSTRY

194 194 194 195

0 1 6 3
The Indian
Parliament
passed the Air
Corporations Act,
1953
EVOLUTION OF INDIAN AVIATION
INDUSTRY

194 194 194 195 195

0 1 6 2 3
Civil Helicopter
Services were
introduced in the
country
 EVOLUTION OF INDIAN AVIATION
INDUSTRY

197
2
The
International
Airports
Authority of
India (IAAI) was
constituted.
EVOLUTION OF INDIAN AVIATION
INDUSTRY

197 198
2 6
The National
Airports
Authority was
constituted.
EVOLUTION OF INDIAN AVIATION
INDUSTRY

197 198 198

2 6 7
The Bureau of
Civil Aviation
Security was
established.
EVOLUTION OF INDIAN AVIATION
INDUSTRY

197 198 198 199

2 6 7 1
Sahara Airlines
started its
operations
EVOLUTION OF INDIAN AVIATION
INDUSTRY

197 198 198 199 199

2 6 7 1 4
Air Corporations
Act, 1953 was
repealed and was
replaced by Air
Corporations
(Transfer of
Undertaking and
Repeal) Act, 1994
 EVOLUTION OF INDIAN AVIATION
INDUSTRY

199
5
Airport Authority
of India was
constituted by
merging the
International
Airport Authority
of India with
National Airports
EVOLUTION OF INDIAN AVIATION
INDUSTRY

199 199
5 9
CIAL Airport was
the first airport in
India which was
built with public-
private
participation and
was made
operational.
EVOLUTION OF INDIAN AVIATION
INDUSTRY

199 199 200

5 9 3
Entry of low cost
carriers. Air
Deccan started
its services
EVOLUTION OF INDIAN AVIATION
INDUSTRY

199 199 200 200

5 9 3 4
Government
approved setting
up of private
Greenfield
airports at
Hyderabad and
Bangalore.
EVOLUTION OF INDIAN AVIATION
INDUSTRY

199 199 200 200 200

5 9 3 4 5
The Government
designated Air
India, Indian
Airlines, Jet
Airways and Air
Sahara to operate
international
services.
 EVOLUTION OF INDIAN AVIATION
INDUSTRY

200
6
Low Cost Carrier
Indigo started its
operations
EVOLUTION OF INDIAN AVIATION
INDUSTRY

200 200
6 7
AI-IA merged
and was
cleared by
Empowered
Group of
Ministers
Jet Airways
acquired Air
EVOLUTION OF INDIAN AVIATION
INDUSTRY

200 200 200

6 7 8
The path breaking
Greenfield Airport
Policy of the
Government was
announced.
EVOLUTION OF INDIAN AVIATION
INDUSTRY

200 200 200 200

6 7 8 9
AERA was
established to
regulate the
economic aspects
of airports. It is an
autonomous body
set up by an Act
of Parliament.
EVOLUTION OF INDIAN AVIATION
INDUSTRY

200 200 200 200 201

6 7 8 9 0
Airport Economic
Regulatory
Authority
Appellate Tribunal
(AERAAT) was
established.
 ARRAY OF THE
SERVICES OFFERED
CHARTER SERVICES
BUSINESS CLASS SERVICES
COMBINATIONAL CARRIER
SERVICES
LOW COST CARRIERS
FULL CARRIER SERVICES
CHARTER SERVICES
Air charter is the business of renting
an entire aircraft as opposed to
individual aircraft seats
Airlines specializes in selling
transportation by the seat.
Air-charter companies focus on
individual private aircrafts, time
sensitive cargo & air ambulance.
They offer services such as:-
Helicopters and
Charted jets categories
Turbo props
Light jets
Mid-size jets
Heavy jets
BUSINESS CLASS SERVIVES
Business class travel is available
on many commercial airlines in
the airline industry.
Full business class is usually
provide with schedule flexibility
to air travellers.
It was distinguished from the
economy class travel by the
quality of seating, food, drinks,
ground service and other
BUSINESS CLASS FACILITIES
Extra inches of seat width.
Legroom.
More degrees of recline the seats.
Electric seat controls to adjust, leg rest
&lumbar support.
Larger personal TV screens.
Laptop Power Ports.
Premium Food and Wine Service.
Increased cabin staff to passenger ratio.
eye masks and toiletries.
TYPES OF BUSINESS CLASS SEATS
Cradle Seats

Angled Lie Flat Seats

Flat Bed Seats

Cabin Seats
COMBI CARRIER SERVICES
Combi aircraft in commercial
aviation is an aircraft that can be
used to carry either passengers,
as an airliner, or cargo as a
freighter, and may have a
partition in the aircraft cabin to
allow both uses at the same time
in a mixed passenger/freight
combination.
CLASSIFICATION OF
SERVICES
ON THE BASIS OF
COVERAGE
Intercontinental Flights-
fly between two different continents.
Intra-continental Flights-
fly between different countries located in
the same continent.
Domestic Flights-
fly between various destinations within a
same country.
Regional Flights-
fly between two locations within a state of
a country.
ON THE BASIS OF
SEGMENTATION
Low Cost Carrier (LCC)-
(also known as a no-frills, discount
or budget carrierorairline, or LCC) is
anairlinethat generally
haslowerfares and fewer comforts.
Full Service Carrier (FSC)-
typically offers passengers in flight
entertainment , checked baggage,
meals, beverages and comforts such
as blankets and pillows in the ticket
price.
ON THE BASIS OF NATURE
Civil Aviation
It includes all scheduled flights, both
private and commercial except
military.
General Aviation
It includes all non-scheduled flights,
both private and commercial.
Military Aviation
All aircrafts used for military
purposes come under this category.
ON THE BASIS OF
SCHEDULE
Scheduled air transport service-
It includes domestic and international
airlines.
Non-scheduled air transport
service-
It consists of charter operators and air taxi
operators.
Air cargo service-
Includes air transportation of cargo and
mail. It may be on scheduled or non-
scheduled basis.
INDIGO AIRLINE
 EVOLUTION OF
INDIGO AIRLINES
Founded in 2006 as a private company
by Rahul Bhatia of InterGlobe
Enterprises and Rakesh Gangwal, a
United States-based NRI.
IndiGo took delivery of its first Airbus
aircraft on 28 July 2006
In December 2010, IndiGo replaced
state-run carrier Air India as the third
largest airline in India, behind Kingfisher
Airlines and Jet Airways with a
passenger market share of 17.3%.
The airline launched international
services in September 2011.
In2012, IndiGo was the most
profitable airline in India and
became the second largest airline
in India in terms of passenger
market share.
In January 2013, IndiGo was the
second fastest growing low-cost
carrier in Asia behind Indonesian
As of March 2014, IndiGo is the
second largest low-cost carrier in
Asia in terms of seats flown.

As of February 2016, it is the

largest airline in India in terms of
passengers carried with a 36.8%
market share.
SEGMENTING
TARGETING
POSITIONING
Segmentation (Price Conscious
Passengers)
 LCC Services
Point to point system
Uniform fleet of aircraft
Single class
High seat density
Utilize second tier airports
Lower fares
Fewer comfort
No meals
Target Group
Lower Middle Class / Middle Class
Services Offered
Information Service

advertiseme
nts

email
website
system

Informati
on
Booking Service

Source:
Payment Service

Debit
card
Cash Credit
card
Payme
nt
 Enhancing Services

Source:
Source:
Source:
Source:
 Hospitality

Source:
Source:
Source:
 PROCESS

A perspective of flower of service

Highlightingcore, facilitating and

enhancing services.
Source:
Process + Physical
evidence + People
Source:
STRATEGIC STEPS
Dead space
advertisement
(promotion)

Indigo put its message on dead space.

For example the engine.
It cost them nothing but it was yet another vehicle
through which they communicated with there
guests.
Indias coolest airlines
(people)
To create perception that Indigo is the coolest airline
they make sure that the air hostesses should neither
have long hair nor sport hair bun.
they have crafted an international look for them.
to make sure that every air hostess had the same look,
Girl Power (process)
They make sure that cabin is under the complete

control of women air hostess & they proudly

wore girl power literally on there sleeves.

House Color (physical
evidence)
Most successful brands own
a color Indigo own blue.

When a brand owns a house

color, the brand recognition
could go up by up to 70%.

And Indigo have taken all

steps to own deep color of
indigo as its signature
color.
Step-less ladder (service)
All airlines have step- ladder for passengers to climb &
board the aircraft.
For differently-abled person this is very challenging.
Indigo introduced step-less stairs which were friendly for
differently-abled guests.
Branded food (product)
Food sold on board was branded It was
not just Kathi Roll but Narula s Kathi roll.