Spice jet

Online Brand Positioning

SpiceJetFlying for everyone

INTRODUCTION

The purpose of this project was-

• To gather information regarding online brand of SpiceJet.

• To find out ways to connect with the youth of today through internet media.

• To extract information as to what needs to be done to capture the minds of people whenever they think about a domestic airliner.

• To recommend measures that can be adapted to achieve the above mentioned objectives.

METHODOLOGY/PROJECT PLANNINGThe project was divided into 3 stages-

1. Market Survey: A questionnaire was designed, containing 14 questions. Respondents of the age group 16-25 years were catered. Results were complied through MS-Excel and interpreted.

2. Recommendations: On the basis of compilation of market survey conducted & extracting online positioning information, recommendations were formulated, short-listed & finalized.

3. Online Promotion: Information was collected regarding online brand of SpiceJet through various networking sites, and its official website. An interactive online survey was also prepared, answered by 50 people. Online promotion strategies of SpiceJet & competitors compared, followed by creation of the 1st SpiceJet blog.

MARKET SURVEY

1.

1. How popular do you feel is SpiceJet as an airliner?

10%

19%

34%

18%

19%

90% and above

80-90%

60-80%

40-60%

Below 40%

2. How often do you find a SpiceJet promo while browsing the internet; particularly the

pages talking about domestic carriers?

68 13.60%

130 26%

176 35.20%

126 25.20%TOTAL 500

Very Often Quite Often A few times Rarely

The above table indicates that most of the people notice an online SpiceJet promo, a very few times.

68 out of 500 respondents, i.e. about 13% say that they notice the promo very often, whereas 25% rarely find any promotional advertisement for SpiceJet. (Online)

3. How many times have you participated in the online surveys asking for feedbacks relating to any

kind of service?

85 17%

102 20.40%

153 30.60%

160 32%TOTAL 500

Never

More than 10 times 5-10 times Less than 5 times

As per the above table, considerable number of people show interest in participating in the online surveys.102 out of 500 respondents, i.e. 20% have participated in the online surveys at least 5 times, but at most 10 times.We also find that number of people participating at least once, i.e. 3rd category (less than 5 times) comes out to be 30%.This implies that about 50% people show interest in filling online surveys.On the contrary, only 32% people never participate in such surveys.

People participating in online surveys (Graph)

More than 10 times

5-10 times

Less than 5 times

Never

0

100

200

300

400

500

600

4. What in your opinion is a better source of advertising for the airline sector?

0

20

40

60

80

100

120

140

160

180

200

Blogs or Communities on SocialNetworking Sites

Brand Logo displayed in search-engine web pages

Text Messages/Pop-up boxes

Attractive “online offers”

5. RANK your preferences which you consider while booking a ticket with any domestic airliner.

RANK %age

131 III 26.20%

155 I 31%

70 IV 14%

144 II 28.80%TOTAL 500

Brand Name Consideration Cost of ticket Commercial Advertisements In-flight services

From the above compiled data, we can easily conclude that 31% of the respondents give 1st preference to cost of ticket whereas 29% feel that in-flight services are secondary to their choice.Also, people consider commercial advertisements the least while deciding to book a ticket with any domestic carrier.

6. Which random domestic carrier comes first into your mind while browsing the web for planning a trip, checking destinations and comparing fares?

18%

36%22%

24%

SpiceJet

Kingfisher Airlines (Kingfisher Red)

Jet Airways

Indian (Air India & Indian Airlines)

7. What in your opinion can make an online advertisement more attractive?

183 36.60%

189 37.80%

128 25.60%

n/aTOTAL 500

Video Clips Flash Animations Images/Still Photos Any other (specify)

As per the above table, maximum people, i.e. 38% feel that flash animations over the internet sites regarding any sort of advertisement can definitely make an online advertisement attractive. Very closely followed by video clips, 37% feel that video clips can catch the attention of people.Therefore more emphasis should be laid on promoting brand through flash animations, over all possible sites.

8. Who according to you, should appear in an online advertisement in order to catch the

attention of the youth?

0 50 100 150 200

Ordinary Persons

Company Officials

Leading Film Actors

A Sportsperson

9. According to you, which among the following networking sites would be the best-suited for

online advertisements today?

262 52.40%

135 27%

103 20.60%TOTAL 500

Facebook Orkut Twitter

Clearly, Facebook is the site to be used for online advertising, as it caters to the maximum youth traffic today. More than half of the respondents i.e. 52% feel that Facebook can be used to promote brands.Official Groups over the Facebook need to be created, maintained, promoted and sustained through adequate means.

10. Are trip advisory websites like makemytrip.com, yatra.com etc. relevant to you?

314 62.80%

186 37.20%TOTAL 500

11. What do you think about “Pop-Ups” advertising a valuable content?

66 13.20%

341 68.20%

93 18.60%TOTAL 500

Indifferent

Yes, certainly No, useless

BeneficialIrritating

63% people strongly feel that advisory websites assist them a lot while planning a trip and booking tickets with an airline.

As far as pop-up advertising is concerned, most people dislike such form. From the above data, 68% people find it to be “Irritating”.The total of people liking pop-ups and who feel indifferent about it, comes out to be 32%, which is less than even half of the respondents. Thus, it should be practiced the least.

12. What is the first thing that comes to your mind when you hear “SpiceJet”?

154 30.80%

220 44%

126 25.20%TOTAL 500

Popular Brand Name Cheap Air Fares Quality Service

44% people have the perception that spicejet is just a cheap air carriage. Hence, there is a need to take step ahead so that spicejet is known as a popular brand name and for quality services.

13. Do you visit an airline’s website before going to a travel agent for booking a ticket?

289 57.80%211 42.20%

TOTAL 500

14. Kindly rate the difficulty level in e-booking procedure for tickets.

141 28.20%

297 59.40%

62 12.40%TOTAL 500

Very easy

Very difficult

YesNo

Easy

By looking at the above table, we can easily make out that a majority of 58% people visit an airline’s website before going to a travel agent, hence websites need to be maintained & updated on regular basis, should be made more attractive and traffic handling efficiency should be increased.

E-booking procedure seems to be easy for majority of people. However, 28% respondents still feel it is very difficult. It can be ignored as it is not a major cause for concern.

RECOMMENDATIONS

2.

Promoting the brand online through video clips and Promoting the brand online through video clips and flash animationsflash animations

The advertisements should consist of :-The advertisements should consist of :-@ @ Luxurious travel for common man Luxurious travel for common man @ Joyful travel for children @ Joyful travel for children @ Well trained air-hostesses@ Well trained air-hostesses@ Awards won by spicejet @ Awards won by spicejet @ Snaps of the destinations@ Snaps of the destinations@ Provision for sports kit @ Provision for sports kit @ Provision for the pets @ Provision for the pets @ Provision for wheelchairs@ Provision for wheelchairs

JOYFUL TRAVEL FOR CHILDRENChildren are known for the amount of noise they make. During an airline journey people consider taking back their chairs and having a relaxing and comfortable travel. But even if there is even one noisy child onboard everyone’s peace is set on fire. Children if awake, cannot be kept in control unless they are some means to keep them busy.

So, organizing small contests onboard helps in maintaining the silence in the plane.

These contests may be :-

CREATIVE WRITING COMPETETION

DRAWING COMPETETION: Just giving the children piece of paper with some line drawing and set of crayons will keep them busy. The best coloring can be issued in the magazine or in advertisements. This would encourage the children.

The parents and co-passengers would not be disturbed by the racket caused by children. And hence families would like to travel through SpiceJet.

Making SpiceJet a popular brand nameMaking SpiceJet a popular brand name

• First of all SpiceJet it self claims it to be a low First of all SpiceJet it self claims it to be a low cost airline and that is the reason people know cost airline and that is the reason people know it as a cheap air fare airline. So it should it as a cheap air fare airline. So it should emphasis more on brand name or a slogan so emphasis more on brand name or a slogan so that people know it by that name. that people know it by that name.

• For e.g. for Pepsi-its slogan is ‘yeh hai For e.g. for Pepsi-its slogan is ‘yeh hai youngistan meri jaan.’ and people know it by youngistan meri jaan.’ and people know it by that name. So SpiceJet’s slogan flying for that name. So SpiceJet’s slogan flying for everyone should be made more popular and everyone should be made more popular and used more often than cheap fares is used.used more often than cheap fares is used.

Making the official website more popularMaking the official website more popular

In order to make people visit the websites before they plan In order to make people visit the websites before they plan a trip is to make them aware of the offers. This could be a trip is to make them aware of the offers. This could be done by sending newsletters to people who frequently done by sending newsletters to people who frequently travel by air. In this manner people who have to plan a trip travel by air. In this manner people who have to plan a trip in front of them would prefer spicejet because they would in front of them would prefer spicejet because they would know what are the latest offers and schemes. But mailing know what are the latest offers and schemes. But mailing newsletters very frequently and on daily basis is not helpful newsletters very frequently and on daily basis is not helpful and only leads to compelling the person to spam. and only leads to compelling the person to spam.

http://www.spiceroutemag.com/ : Is a part of SpiceJet which : Is a part of SpiceJet which gives information about its destinations and all the tourist gives information about its destinations and all the tourist attractions but there are hardly any people who actually attractions but there are hardly any people who actually know about this site. It is indeed a very helpful and know about this site. It is indeed a very helpful and informative link. Making people aware of this link through informative link. Making people aware of this link through snapshots animation will help SpiceJet a lot.snapshots animation will help SpiceJet a lot.

Making online advertisements more attractiveMaking online advertisements more attractive

As per the conducted survey, 38% people feel that As per the conducted survey, 38% people feel that the product/service being advertised, would be the product/service being advertised, would be more attractive and effective if publicized by a more attractive and effective if publicized by a leading actor. leading actor.

A leading example of a product being promoted A leading example of a product being promoted by a leading actress as the brand ambassador is by a leading actress as the brand ambassador is the case of hair products of Fiama-di-Wills, whose the case of hair products of Fiama-di-Wills, whose brand ambassador is the leading actress Deepika brand ambassador is the leading actress Deepika Padukone. As a result of the influence, turnover is Padukone. As a result of the influence, turnover is appreciably high. appreciably high.

There SpiceJet is recommended to promote online There SpiceJet is recommended to promote online advertisements by collaborating up with a advertisements by collaborating up with a celebrity (preferably an actor), to make the online celebrity (preferably an actor), to make the online advertisements look more catchy and attractive.advertisements look more catchy and attractive.

Spicejet provides provision for :-

•Wheelchairs

•Pets

•Sports-kit

•Stretchers

Regular Online SurveysRegular Online Surveys

Apart from promoting the brand, the officials should also be aware Apart from promoting the brand, the officials should also be aware of the perceptions of user about the brand. Online surveys is the of the perceptions of user about the brand. Online surveys is the best way to come in contact with millions of the people. Internet is best way to come in contact with millions of the people. Internet is very easy to access for the people now a days. very easy to access for the people now a days.

Conducting online surveys tells the company what services people Conducting online surveys tells the company what services people want, what should be improved, whether or not people are satisfied, want, what should be improved, whether or not people are satisfied, what would people like to see next time they use the product, what what would people like to see next time they use the product, what new services do people desire. And this is not based on views of 1 new services do people desire. And this is not based on views of 1 person but people all over India.person but people all over India.

As per the market survey, people have welcomed the idea of online As per the market survey, people have welcomed the idea of online surveys as a considerable percentage of people have participated in surveys as a considerable percentage of people have participated in online surveys between a range of 5-10 times. Hence it is very online surveys between a range of 5-10 times. Hence it is very feasible to conduct regular online surveys, at least from regular feasible to conduct regular online surveys, at least from regular customers, if not random people. customers, if not random people.

An online survey could be conducted through social networking An online survey could be conducted through social networking sites or on the official websites, or through search engines. sites or on the official websites, or through search engines.

1. Humans love money. But at the same time they prefer quality services. Most the people mainly belonging to middle class prefer to choose their airliner on the basis of cost of the ticket as they can not afford to travel by business class. But these people are not the ones who travel frequently.

2. The higher middle class people are the one who travel by air frequently and they prefer to travel by airline considering their brand name and services and cost would be their last option to choose. They are attracted by the relieving and lavishing advertisements and flash animations on their laptop screens.

3. So, with more advertisements online will make people aware of the brand and hence they will make a wise option.

1. Many people feel safe to book a ticket through a travel agent rather than doing the booking themselves online. This is because of their misconception that online booking is not safe. They do not feel safe with sharing their credit card details and other important details online.

2. But more significant reason for this is that people are unaware of how secure is the website. Most of the computer viruses enter the computers through internet. People hence feel unsafe to open the websites which do not promise 100% security.

3. In order to make people prefer online booking of tickets rather than through a travel agent it should be made sure that online ticketing process is user-friendly, time-saving, not hectic and easy to access by common man.

PROMOTING THROUGH YouTube

YouTube is the most visited website for videos. All the TV shows, advertisements, news, latest music videos and trailers can be easily seen through youtube. SpiceJet has also added its advertisements and offer videos on this website but without success. In order to increase the no. of views of these videos an application can be created. This could be as follows:-

When the people view the video of SpiceJet on YouTube, they come across say a 10 digit number which they can use to get discounts on the SpiceJet air tickets. The digits could be randomly placed anywhere in the video so that people have see the video with concentration. New schemes and offers can be advertised in this way and people will hence come to know about these offers and hence prevail these them. And if they are satisfied with this they would recommend this to their co-workers and the viewers of the video will increase and so will the number of people choosing SpiceJet for flying.

Ideas On-board

Organizing a quizzes, contests and surveys onboard will help the people to remain engaged in work and with no time to say, “This flight is so boring.”

The contest can be:-

GIVE A SUITABLE SLOGAN FOR SPICEJET AND YOU COULD WIN A FREE RETURN TICKET. ONE LUCKY WINNER FROM EVERY FLIGHT.

People would be attracted by such an offer as they would know that there is some probability that they win a free return ticket if their slogan gets selected. The people who win would be very glad and they would suggest others to travel SpiceJet, creating a chain of people. Also they would choose to travel through SpiceJet every time they have to travel. Moreover whenever they buy a SpiceJet ticket they will make sure that they have contest winning slogan in their mind.

EXAMPLE OF A SURVEY THAT CAN BE CONDUCTED ONBOARD

1.NAME2.ADDRESS3.AGE (a) 18-20 years (b) 20-30 years (c) 30-40 years (d) 40-50 years (e) 50-60 years (f) 60 years or above4.What are your educational qualifications?

(a) Below High School (b) High School/Higher Secondary (c) Graduation (d) Post Graduation

5.Where did you board this flight?6.Where will you get off?7.Flight Number8.Date(DD/MM)9.What is the purpose of taking this flight?

(a) Government work (b) Business (c) Personal work (d) Vacation (e) Any other (please specify)

10.How many airline trips have you made during the past one year?

(a) None before (b) 1-3 (c) 4-6 (d) 7-9 (e) 10 or more

In connection with the present flight, we would like to know how you feel about it. Please give your ratings for each of the following items:-

11. Arrangement regarding reservation(a) Excellent (b) Good (c) Fair (d) Poor (e) Very Poor

12. Punctuality of the flight(a) Excellent (b) Good (c) Fair (d) Poor (e) Very Poor

13. Quality of the service at the airport(a) Excellent (b) Good (c) Fair (d) Poor (e) Very Poor

14. Arrangement at the airport lounge(a) Excellent (b) Good (c) Fair (d) Poor (e) Very Poor

15. Announcements during the flight(a) Excellent (b) Good (c) Fair (d) Poor (e) Very Poor

16. Quality of service in respect of meals(a) Excellent (b) Good (c) Fair (d) Poor (e) Very Poor

17. Did you have any difficulty on this flight?(a) Yes (b) No

18. If yes, please specify.

19. Taking all the factors into consideration, what is your overall rating in respect of this flight?(a) Excellent (b) Good (c) Fair (d) Poor (e) Very Poor

20.What suggestion/s would you like to offer for its improvement?

GROUPS

APPLICATIONS

EVENTS

The group should be popular among all the age groups. The creators of the group should frequently check the group and keep the members informed about the new offers and schemes. QUIZES AND CONTESTS:- People can be kept in the pockets through frequent quizzes and contests but these should not be so frequent that it turns out to be boring.Online quizzes should be interesting and something that people find interesting.

EVENTS: - If the group organizes events, it will be visited more frequently by the people and response would be great and regular.

An application on a social networking site would help promote spicejet.

The application could be in a form of a game.

@It should have different levels and to reach to the next level of the game the person has to give in a spicejet ticket no.

@When the person crosses a certain set of levels he would be eligible for a lucky draw through which he could win exciting prizes.

@And when he reaches a very high level he could be awarded with special offers to keep in check.

•This is based on observation that children love to compete with each other and always want to be on a higher level of the game that has friend has reached.•Hence, they will ask their parents to fly through SpiceJet so that they can advance to a higher level.

ONLINE PROMOTION

3.

ONLINE SURVEY• For the purpose of promoting the

brand online, an online survey was also conducted through the free survey website: www.AdvancedSurvey.com (survey no. 70396)

• The link to this survey was promoted on all networking sites including Facebook, and was posted on the blog as well.

• An e-mail regarding the same was forwarded to about 70 e-mail addresses, out of which 50 responses were recorded and compiled with the results of the questionnaire.

• Number of persons who left the survey incomplete was found to be 12 (excluding 50).

• The interface shows the percentage regarding every option of the question answered by the respondent.

• Online surveys attract people more, as it is less time consuming.

• Every person who logs into his e-mail account, can take the survey just by clicking the link provided in the invitation mail.

• The respondent can also change his chosen option at any point of time during the survey.

• Separate text boxes were provided for textual answers.

LET’S HAVE A LOOK AT SOME OF THE SCREENSHOTS….

SpiceJet Blog

The first ever blog of SpiceJet has been created through blogspot.com, a free blog creator website; which is fully functional so far.

The link to the blog: www.spicejet338.blogspot.com has been posted on Facebook, Orkut, E-mails sent to people (regarding online survey).

The blog has attracted many people so far, with approximate blog-views totaling to 47.

Blog visitors are allowed to post comments on all the posts by the SpiceJet team. Even “anonymous” people can post comments. This has been enabled, keeping in mind attitude of all those respondents who do not wish to sign in through their e-mail accounts before posting comments.

The blog is regulated and updated daily with new and interesting posts. Separate “news” and “search” sections have been provided in the blog to attract traffic. Soon we look forward to linking the blog with major networking sites and make it accessible simply by once clicking the link.

If the blog is successful in the near future, income can also be earned by way of providing space to vendors for posting their advertisements.

The blog also has a weekly poll; results are analyzed at the end of the poll and posted on the blog. Attractive pictures have also been embedded to catch the attention of the visitors.

Blog Screenshots

www.spicejet338.blogspot.com

LEFT: Weekly Poll, Blog ArchiveRIGHT: Comments posted by visitors COMMENTS PAGE

Vs

Basis Kingfisher SpiceJet

Features/Online services offered

Kingfisher provides option for planning your trip.

SpiceJet does not provide any such service.

Mode of online advertising used

Groups on social networking sites. Small advertisements on search engines.

Complexity of official website

Use of technical terms makes it difficult for the common man.

It is more user-friendly website with less technical jargon.

User-friendly interface Gives a lot of information, but at the same time is a complicated website.

Only limited and required information is provided, thus making it user-friendly.

Attractive offers and their layout on the official website

King Club offers 3 tiers of membership - King Red, King Silver and King Gold

4th anniversary offer- this offer is valid only for all passengers who flew Spicejet on may 23,2009.

Online ticketing process: mode of payment & complexity

Credit card is accepted.

A lot of information than required is asked if a national ticket is to be booked.

Cash and credit cards are accepted.

Terms and conditions of making a payment do not give much information.

SLOGANS

Out of the questionnaires filled by the respondents, the following 14 slogans were short-listed, which can be used as slogans

for advertising purposes by SpiceJet.

Fly with class, fly SpiceJet

Fly for pride, fly SpiceJet

Fly to the end of the skies

Reach out like a free bird- SpiceJet

Your luxury, our duty- SpiceJet

Quality without Cost- SpiceJet

SpiceJet- Traveler’s Paradise

Its always a gain to travel in a plane when SpiceJet is the name

SpiceJet- Fly Your Way

Easy on pocket, high on style- SpiceJet

A pinch of salt, a dose of spice makes the journey exciting & nice- SpiceJet

My dream is to fly, over a rainbow so high- SpiceJet

CREDITS…..

Team Leader

Shweta Goel (SRCC)

Team Captain

Akhil Gahlawat (SRCC)

Team Members

Shranika Chauhan (SRCC)

Jasmin (DPS, RKP)

Prithvi (DPS, RKP)

Market Survey

Shweta, Shranika, Jasmin, Prithvi

Online Survey

Akhil Gahlawat