Srilankan Airlines Presentation

GROUP MEMBERS THILANKA S.D.A.D BM14406836

BHASHANA L.I BM14405396

AKMEEMANA T BM14408434

PATHIRANA B.P.N.P BM14408748

INTRODUCTION•Flag Carrier of Srilanka

•Founded on 1947 as Air Ceylon

•Commenced Operations in July 1979

•Operates hubs at Colombo and Mattala

•Member of One world

•Travel to 32 destinations

•Slogan –’You’re our World”

PRODUCT

•Air Service

•Cargo handling

•Air Taxi

•Srilankan Catering

•Srilankan Holidays

VISION

•To be the most preferred Airline in Asia.

MISSION

•We are in the air transportation business. We provide our customers with a

reliable and pleasant travel experience. We provide our business partners with a

variety of innovative, professional and mutually profitable services. We meet

shareholder expectations of profitably marketing Sri lanka and contributing

towards the well-being of society. We are a competent, proactive and diligent

team. Our contribution is recognized and rewarded

SWOT ANALYSISStrength• Traditional market share of 50%• Fleet of 21 Aircrafts• Membership of One World• Reputation of good hospitality

Opportunities• Increase in tourism industry in Srilanka.• Market in Maldives• Srilanka is in a aviation Hub.

Weaknesses• Unnecessary government intervention and Control• Shortage of pilots replace the experience pilots.• Less fleet of airlines.

Threats• Unfavorable weather conditions• High competition from Middle East airlines.• Global economic downturns an affect the leisure

business.

PESTAL ANALYSIS

•Political environment

•Economic environment

•Social environment

•Technological environment

•Natural environment

•Legal environment

COMPETITOR ANALYSISColombo Capacity Share

Srilankan Airlines Emirates Mihin Air Qatar AirwaysCathay Pacific Jet Airways Singapore Airlines Spice jet

SEGMENTATION

•Geographic Segmentation- According to the continent

•Psychographic Segmentation- Business class and Economic class

•Behavioral Segmentation-

Pre-assigned seating

‘Fly smiles’ frequent flyer program

Priority check-in

TARGETING

Srilankan Passengers

Leisure Travelers

Business Travelers

Business Class

Economy Class

BusinessClass

Economy Class

POSITIONING

•Brand Positioning Strategy

•Product Positioning Strategy

•Competitive Pricing Strategy

PRODUCT STRATEGY

•In Srilankan Airlines main product is the Air Services.

1. Core product – Air travelling

2. Basic product –Business class, Economic class

3. Expected product –Safety, Entertainment

4. Augmented product- Extra luggage, More promotions

5. Potential product –Frequent flyer program named “Fly Smiles”

PRICING STRATEGY•One of the Four Major Elements of the Marketing Mix is Price

1. Penetration Pricing

2. Premium Pricing

3. Competition Pricing

4. Value Pricing

5. Bundle Pricing

6. Market Skimming Pricing

PROMOTION STRATEGY

Strategy how the Business Organization Spread the Word about the Product

or Service to Customers, Stakeholders and the Broader Public.

1.Social Media

2.Frequent Flyer Program

3.Promotions for 35 Anniversary

4.Student Promotions

DISTRIBUTION STRATEGY

•Sri Lankan Airlines Consumer

•Sri Lankan Airlines Airline Agents Consumer

THANK YOU!

ANY QUESTIONS?