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MPE -2009-11 - DIV B
Group A
Asif Khan Roll No: 64 Amit Kothari Roll No: 67 Tushar Mistry Roll No: 84 Sumit Mukherjee Roll No: 87 Ramesh Nair Roll No: 93
Jignesh Parmar Roll No: 107
SQUARE
The color orange is a mix of
yellow and red which denotes,learning through sharing and
the green arrow shows growththrough prosperity, environmentconcerns etc.
Services Marketing Presentation- Low Cost Airlines v/s Full Service Airlines
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Started in1912
In 1932, JRD Tata founded Tata Airline, the first Indian airline
At the time of independence, nine air transport companies werecarrying both air cargo and passengers
Fastest growing aviation industries in the world 9th largestaviation market in the world
Private airlines account for around 75% share of the domestic
aviation marketCAGR at 18 per cent, 454 airports and airstrips in place in India,of which 16 are designated as international airports
Airline Industry
http://www.google.co.in/imgres?imgurl=http://3.bp.blogspot.com/_9FiapjOaxGk/SV5a3CNuj5I/AAAAAAAABNI/t0hqodv5wRg/s400/JRD-1982-After-Re-enacting-1932-flight.PNG&imgrefurl=http://onlybombay.blogspot.com/2009/01/tata-airlines-precursor-to-air-india.html&h=343&w=400&sz=221&tbnid=p2jMmt9fB2OyzM:&tbnh=106&tbnw=124&prev=/images?q=Photos+of+J+R+D+Tata+flying&hl=en&usg=__glUiFJ3W3Li91DdSKX5BEKEViP8=&ei=2QC8S4PaHcaKOO-lzZ4I&sa=X&oi=image_result&resnum=4&ct=image&ved=0CBAQ9QEwAw8/8/2019 Services Presentation (Low Cost Carriers vs Full Service Airlines)
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Registered growth of18.3% as compared to last year419.34 Lakh passengers carried by domestic airlines from Jan-Oct 2010354.55 Lakh passengers carried in the corresponding period in 2009
Passenger growth
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Changing dynamics over the years
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Indian domestic air traffic still growing atmore than 10%
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Industry Challenges
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Target Markets
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Competitive Pressure
Serv
ice
Price
Low cost carriers are
changing the game
Positioning of various airlines
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7Ps of Services Mix
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Flower of Services
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Product Analysis
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Product as a Service
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Price Mix
Airline Costs
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PLACE MIX
%20 increase in ticket purchases online% -20 reduction in travel operator involvement
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Promotion MIX
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Competence
Reliability
Caring Attitude
Responsiveness
Initiative
Problem SolvingAbility
Goodwill
PEOPLE MIX
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Reservation
Flight Information
Facilities at The Airport
Baggage Handling
Meal Service
Flight Entertainment
Deliver Quality Service
PROCESS MIX
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PHYSICAL EVIDENCE
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Service Quality
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Key Parameters For Customers Satisfaction
Timely check inTimely departureTimely arrivalValue for moneySafety
Some common passenger experiences
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Service Quality
Service Quality Model
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Service Quality Model
Word-of-mouthcommunications
Personal needs
Past experience
Expected service
Perceived service
Service delivery(including pre-and
post-contacts )
Translation ofperceptions intoservice-qualityspecifications
Managementperceptions of
consumer
expectations
Externalcommunications
to consumers
GAP5
GAP4
GAP3
GAP2
GAP1
CONSUMERMARKETER
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Customer Service Delivery
Passenger(pax)
Line ofInteraction
Front Line
Line ofInternalInteraction
Support
&Internet based Reservation Ticketing
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Research Findings( Dr. M.N. Khan & V.R. Dutt of FMS And Dr. S .C. Bansal of IIM-L)
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There is no difference in the gap between customers perceived and expectedservice quality vis--vis Tangibility - Legacy Support Services among differentcategories of airlines.
There is no difference in the gap between customers perceived and expectedservice quality vis--vis Tangibility Additional LCC Support Services among
different categories of airlines.
There is no difference in the gap between customers perceived and expectedservice quality vis--vis Tangibility Flight among different categories ofairlines.
There is no difference in the gap between customers perceived and expectedservice quality vis--vis Reliability among different categories of airlines.
There is no difference in the gap between customers perceived and expectedservice quality vis--vis Empathy among different categories of airlines
Research Findings( Dr. M.N. Khan & V.R. Dutt of FMS And Dr. S .C. Bansal of IIM-L)
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Competitive Dynamics
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Strategies for Future Sustenance
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The Airlines industry is cyclical in nature due to uncertainties which are beyond
its control
Brands have to be built in such a manner that they survive the lean periods ontheir strength of being able to differentiate themselves with others
Pricing is the most sensitive issue in airline industry and is done depending on
the demand of the marketSwitching is more frequent in case of low fare airlines whereas businesssegments are more brands loyal
LCCs have positioned themselves in competition to railways by making travelaffordable.
It is not possible for them to compete with railways on price front
Should aim to highlight features such as lesser travel time and betterin-flight facilities
LCC - Fares acts as the deciding factorFSC - Determining factors are flight schedule, reliability, quality andconnections with less emphasis on fare
In conclusion
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United breaks guitar
Dont mess with customers
Source: http://www.markpack.org.uk/united-airlines-dave-carroll-youtube/
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