A case about indigo airlines 2351 words 10 pages up, up and away air of confidence how indigo went from being a small airline to a spunky player which took on aviation biggies to grab third spot in the market tushar srivastava a decade ago, they were just another bunch of travel agents in a sea of similar commission brokers. So he becomes a loyal customer and indigo gets a larger share of the ranchi market and adds new customers, says the analyst. Simpliflying launches worlds first iphone app for airline executives. Indigo, the budget airline, has metamorphosed into the fastest growing and largest airline in india with a market share of 38. The companies with mainly local capital, the companies being turkey centred and the companies having a license for scheduled. Strategic management indigo airlines essay 5357 words cram. Introduction indigo is an indian budget airline company headquartered at gurgaon, india. Comparison between lowcost and traditional airlines. Indias airline industry was an oligopoly, with six major players in the market.
Price is what gives indigo its edge over other competitors, therefore it is an important component of it marketing mix. It is also the largest individual asian lowcost carrier in terms of jet fleet size and passengers carried, and the sixth largest carrier in asia with over 64 million passengers carried in. Marketing strategies and tactics business victoria. Senior executives from some of the worlds leading airlines say this is their top business challenge, according to a recent accenture study that examines digital readiness at airlines. Analysis of indigos profitability in the draining indian civil. In todays ga world, change may be inevitable, but growth is not. Evaluating marketing results should be a logical extension of any aviation marketing plan. The aim of the organisation is to increase the current market share by at least 30%. As of 2020, there are several marketing strategies like productservice innovation, marketing investment, customer experience etc.
Lately, the emergence of other budget and luxury airlines pose threat to emirates. Service marketing mix of indigo airlines iosr journal. From digital strategy to airline strategy accenture. Agenda aviation industry about indigo airlines pest analysis porters 5 forces analysis swot and tows analysis competitive strategy.
It mainly targets people by offering the benefits of low pricing as air travel is perceived as an expensive travelling option by targeting different markets judiciously considering. Strategy management project indigo airlines airlines low cost. The competition between lowcost and traditional airlines in framework of business industry is harsh. Indigo airlines marketing mix of indigo airlines the.
The business strategy of mcdonalds jing han school of economics, yunnan university no. Today we are launching the latest report in our skift trends reports service, content marketing strategies for airlines. Spicejet marketing mix 4ps strategy mba skoolstudy. Marketing mix of spicejet analyses the brandcompany which covers 4ps product, price, place, promotion and explains the spicejet marketing strategy. Todays leading airlines use original content to inform, entertain, build. This paper aims to apply the management process of strategy and analyse the three levels of strategy by which airasia is able to maintain its reputation as the top lowcost carrier lcc in asia. A case study model for strategic marketing planning for airport managers william rankin university of central missouri abstract marketing planning in an airport as with other organizations is all about selecting appropriate target groups and formulating a marketing mix to achieve marketing objectives and financial targets.
Marketing strategy of indigo airlines indigo marketing. To identify the service delivery gap in the airline industry in order to. For quite some time now, simpliflying has been at the cuttingedge of thoughtleadership in airline branding and marketing. Marketing lessons from indigo airlines strategy with rs. Pdf proposal of marketing strategies for emirates airlines. Cebu pacifics success can be attributed to a lowprice strategy and loyal customers. Creating an effective configuration for an airline in the indian market. Pricing strategy is a crucial aspect to maximizing revenue.
Marketing strategy that implemented by low cost airlines. The american manufacturer, through its marketing strategy which rests on a favorable brand image, has evolved into a large. Indigo airlines is considered one of the best airlines that offer professional services at economical prices. Our pricing solution equips airlines with the ability to manage fares in a competitive and timely manner. That rivalry forces airlines to use certain price strategies, promotions in order to uphold existing customers and attract new. Marketing mix of indigo airlines analyses the brandcompany which covers 4ps product, price, place, promotion. Pdf on dec 16, 2016, arun aditya sahay and others published indigo. Cebu pacific was ranked the third largest low cost airline in asia. The airlines strategy has already been adequately explained elsewhere in this plan. Page 4 of 4 southwests marketing and advertising goal is to be very clear in their lowfare message but at the same time create and reinforce the companys nutty image freiberg and freiberg, 1997. The goal of this marketing plan is to outline a new marketing strategy to attract the potential customers from other airlines, to attract the first time travellers as well. Marketing mix of indigo airlines the marketing mix of indigo airlines discusses the 4ps, which is been smartly executed by indigo airlines. Air india, jet airways, spicejet and low cost carriers i. Frequent flyer program is one of the marketing strategies of southwest airline but it is not adopting by most of the low cost airlines.
Marketing case study on indigo airlines slideshare. Indigo airlines are planning to introduce new promotional offers for the potential customers. Segmentation, targeting, positioning in the marketing strategy of indigo airlines. The strategy ensures that a traveller from ranchi will not have to look at a nonindigo flight to go to any of these destinations. It is the fastest growing and also the largest airline in india. Indigo airlines marketing free download as powerpoint presentation. Airline business plan sample strategy and implementation. Indigo airlines is present in a very competitive airlines segment in india.
Indigo has a fleet of 91 aircraft, it offers 564 daily flights connecting to 37 destinations including 5 international destinations. It is the largest airline in india by passengers carried and fleet size, with a 47. Your strategy should articulate how youre going to deliver your products or services in ways that will satisfy your customers. The strategies adopted by indigo airlines to reduce its operational cost and enhance its revenue are discussed in the case. Indigo airlines, for giving his valuable insights regarding our project. Although not a direct marketing strategy, this strategy has seen it gain more. It is only apt that we use the iphone 4 tagline to kickstart our new iphone app for airline marketing executives. Indigos strategy is to provide more capacity on select routes, rather than. If it has the cash to sustain itself for another two years, indigo surelywill be one of the big players in the lowcost space globally with itsexpected fleet size of about 100 planes by 2016. Once youve defined your customers or target market, you need to start developing and implementing tactics or. Why do you think value pricing is not just about lowering prices of your products. Below is the pricing strategy in indigo airlines marketing strategy.
Southwest attempts to do three things in their advertising. Marketing performance metrics are useful in determining not only what areas of your marketing strategy help you achieve your goals but also what areas you need to improve. Strategy management project indigo airlines free download as pdf file. Here is the marketing strategy of indigo airlines, which is one of the fastest expanding airlines in india, with low costing being its main. In the marketing mix of indigo airlines the price plays a major role in it. Indigo airlines marketing mix 4ps indigo airlines marketing strategy. It now wants to add kolkata and raipur to the list. Indigo is an indian lowcost airline headquartered in gurgaon, haryana. The most effective marketing strategy for lead generation. Products of indigo airlines yes, the main product of. Indigo airlines entered the low cost carrier market in aviation industry in 2006. How digital innovation is engaging audiences and improving customer experience in the airline aviation sector. As each destination requires new investments rentals, staff, groundhandling, equipment et. The case also explores whether the profits earned by indigo are sustainable in the long run and focuses on the changes in the competitive positioning of indigo airlines as it switches from the position of a low cost player.
Indigo airlines aims to become the number one leader in the low cost airline. Doc principles of marketing case study cebu pacific. An effective marketing strategy will help you to define the overall direction and goals for your marketing. The systems powerful data query tools help pricing analysts examine relative market data including competitors changes to make the right decisions at the right time. Marketing strategy of indigo airlines indigo marketing strategy. Download as docx, pdf, txt or read online from scribd.
Indigo, launched in 2006, had become indias largest airline and a dominant player, after having taken advantage of market conditions, including a rise in per capita income that led to increased demand for air travel. The marketing mix of indigo airlines discusses the 4ps of indigo which is the cheapest consumer and cargo airline in india with a fantastic growth rate. Marketing plan of indigo airlines free download as word doc. Indigo has the potential to become a global lowcost carrier,provided it can tide over the current slowdown. Marketing plan of indigo airlines airlines low cost carrier scribd. What has catapulted this airlines to such an exalted position especially when airlines are going bankrupt or flying into losses. Ppt marketing project indigo free download as powerpoint presentation.
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