VIATION INDUSTRY IN INDI
Jun 19, 2015
AVIATION INDUSTRY IN INDIA
MARKET PLAYERS
Major market players
KINGFISHER AIRLINES
JETAIRWAYS
INDIGO AIRLINES
Kingfisher Airlines is built on the strong core values of lifestyle, trendiness and the boundless energies of youth ; 5 STAR airlines
On Kingfisher Airlines travellers are called as ‘GUESTS’.
In-flight entertainment, where each guest has a personalized video screen with a choice of channels.
The gourmet meals feature six different vegetarian and non-vegetarian menu options.
The company came up with only one class airlines rather than other airlines that had Business Class; Economy Class
By OnAir ,KFA offer its passengers a full range of passenger communication services.
Other features are largest comparable seats ,state-of-art-lounge, assigned seating and zero-wait-check-in -counters.
•Geographic region•Income level
SEGMENTATION
•Kingfisher First(Company Executives)•Kingfisher Class(lower-middle, upper-middle, lower-upper class)
TARGETING
•Lifestyle•Quality•Benefits
POSTIONING
PROMOTION
Co branding/partnership with like-minded brands.
KFA spends close to 40 Crores on various media and below the line marketing activities.
KINGFISHER FIRST , a print campaign to promote its first class.
KFA made use of various fashion shows, celebrity golf matches, New Year parties all to build its “Kingfisher” brand.
The Kingfisher First Polo Classic in Mumbai was a gala brand activation extravaganza.
LATEST CAMPAIGN
The most preferred domestic airline in India.
Jet Airways pride themselves on providing the highest possible level of customer service.
ON GROUND SERVICES : At Jet Airways , service on the ground is as important as service in the air.
JET PRIVILEGE :THE CUTOMER LOYALTY PROGRAM ,India’s first five –tiered loyalty program to its frequent fliers.
CARGO :Jet Airways has been on the forefront in the transportation and handling of general and special cargo.
SPECIAL ASSISITANCE for Infant and child Care, Expectant Mothers, Unaccompanied Minors, Guests with disabilities.
JETKIDS : A program made by keeping in mind that "how long would the kid be amused by clouds“.
The JETSPARK initiative is a first-of-its-kind attempt by any airline to create a long lasting relationship with its future flyers.
•Primary Segment : Geographic Segment•Customer Segment: Premier Class, Economic Class
SEGMENTATION
•Premier class, economic classTARGETING
•High value for high pricePOSTIONING
USP Customer relationship and punctuality
LATEST CAMPAIGN
PROMOTION
It has primarily focused on the Budget carrier segment in India .
The focus is purely on offering the cheapest and affordable fares.
As budget carrier it has pre-allotted seating arrangements compared to the free sitting provided by the other budget carriers which creates problems of its own.
On time performance: It has one of the best on-time performance which it strives to maintain even in the face of poor infrastructure.
The ground staff is well groomed and prompt in their services and ensure that the passengers know clearly the various day to day nuances.
Indigo has 0% cancellation of flights.
It has one of the leanest workforce amongst the airline companies. They operate a fleet of 40 planes with just 4000 people which translates into a ratio of 1:100
•Cost conscious PassengersSEGMENTATION
•Lower middle class/middle classTARGETING
•Low Cost ,No frillsPOSTIONING
LATEST CAMPAIGN ANNOUNCES THE NEW ROUTES THAT THE AIRLINES IS OFFERING.THE CAMPAIGN IS TAKING PLACE IN THE TARGET CITIES THROUGH VARIOUS MEDIA FORMATS.
STRENGTHS WEAKNESS OPPORTUNITI
ES
THREATS
KINGFISHER
New fleet of aircraft Flamboyant image Unmatched flight service Route rationalization
Yet not in profit High ticket pricing Service delivery to
metros and big cities
Untapped air cargo market
Expanding tourism industry
Fleet size expansion
Existing operators Fuel price hike
JETAIRWAYS
14 years experience Largest fleet size Customer relationship
and punctuality
Loosing domestic market share
Old fleet Weak brand
promotions
Scope in international service and tourism
Strong competitors
Fuel price hike Over seas market
competition
INDIGO Only LCC to make
consistent profits Not on too many
routes Opening up of
international skies Largest market share
among LCC in Indian market
Rising fuel costs Rising labour costs Plenty of new LCC
to compete with.