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  • Marketing Mix Strategies in Indian Aviation Industry

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    Reshma Manue
    47 vizualizări15 pagini
    The document discusses marketing in the Indian airline industry. It provides an overview of the history and growth of air travel globally and in India. Some key points made include: - Services are consumed at the same time as they are produced and cannot be stored. Effective marketing mix is important. - India's airline market is dominated by private players, who hold 75% market share. India is the 9th largest aviation market. - The 7Ps of marketing framework is applied to airlines, covering product, price, place, promotion, people, process, and physical evidence. Examples are given for each. - Market shares of major Indian airlines are provided from Q1 2009 data.

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    Airline Industry

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    The document discusses marketing in the Indian airline industry. It provides an overview of the history and growth of air travel globally and in India. Some key points made include: - Services are consumed at the same time as they are produced and cannot be stored. Effective marketing mix is important. - India's airline market is dominated by private players, who hold 75% market share. India is the 9th largest aviation market. - The 7Ps of marketing framework is applied to airlines, covering product, price, place, promotion, people, process, and physical evidence. Examples are given for each. - Market shares of major Indian airlines are provided from Q1 2009 data.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PPTX, PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    47 vizualizări15 pagini

    Marketing Mix Strategies in Indian Aviation Industry

    Încărcat de

    Reshma Manue
    The document discusses marketing in the Indian airline industry. It provides an overview of the history and growth of air travel globally and in India. Some key points made include: - Services are consumed at the same time as they are produced and cannot be stored. Effective marketing mix is important. - India's airline market is dominated by private players, who hold 75% market share. India is the 9th largest aviation market. - The 7Ps of marketing framework is applied to airlines, covering product, price, place, promotion, people, process, and physical evidence. Examples are given for each. - Market shares of major Indian airlines are provided from Q1 2009 data.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PPTX, PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    din 15

    RESHMA V K 10KUCMA033

    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 and enhanced marketing mix need to be deployed .

    Its not about simply reaching about to customers with the right service. But, its also about creating that right desire to possess service.

    The Airline industry came into existence during the 17th centuries. Origin of Indian aviation industry can be traced back to the year 1912. Air travel remains a large and growing industry. It facilitates economic growth, world trade, international investment and tourism and is therefore central to the globalization taking place in many other industriesrvel remains a large and growing industry. It facilitates economic owth, world trade, international investment and tourism and is therefore central to the globalization taking place in many other industries

    India has the private airlines as its key players 75% of the market share is owned by the private sector. India is the 9th largest aviation market in the world.

    Market Share. The market shares of the Major Airlines (First quarter2009) are as given :

    COMPANY

    ENABLING PROMISES

    MAKING PROMISES

    PROVIDER KEEPING PROMISES

    CUSTOMER

    7 PS OF MARKETING IN AIRLINESSERVICE MARKETING MI

    PRODUCT

    PRICE

    PLACE

    PROMOTION

    PEOPLE

    PROCESS

    PHYSICAL EVIDENCE

    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.

    Price Mix
    Premium pricing:- Use a high price where there is a uniqueness about the product or service. Such high prices are charge for luxuries

    Cheap-value pricing:- This approach is used where external factors such as recession or increased competition force companies to provide 'value' products and services to retain sales

    APEX fares:- Apex or advance purchase fares are special fares valid on economy class on specified sectors. They are much lower than the normal fares.

    Place mix
    Online 24-hour reservation Systems.

    Tour Operator

    Travel Agent

    People Mix
    Reliability

    Caring Attitude

    Goodwill

    Process mix
    Reservation.

    Flight Information.
    Facilities at The Airport. Baggage Handling. Meal Service. Flight Entertainment. Deliver Quality Service

    PHYSICAL EVIDENCE
    On the ground:
    Booking offices or ticket counters. Paperwork.

    In-flight: Aircraft, Seating Configuration. Good Inner-exteriors.

    Tickets.

    Ambience.

    S.No 1. 2. 3. 4. 5. 6. 7. 8.

    Site Indian Airways Kingfisher Air India Air Deccan Lufthansa India Airlines Air Sahara IndiGo Alliance Air

    9. 10.

    Paramount Airways Private Limited


    Jet Airways

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