finalllllSTP_OF_INDIAN

8/7/2019 finalllllSTP_OF_INDIAN

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ABOUT AIR INDIA. Founded by J.R.D. Tata (the father of Civil

Aviation in India ) in 1932.Indian ( ), formerly IndianAirlines was a major Indian airline basedin Mumbai and focused primarily ondomestic routes, along with severalinternational services to neighbouringcountries in Asia.

The Indian airline was set up under the Air Corporations Act, 1953 with an initialcapital of 32 million and startedoperations on 1 August 1953.


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C ODE SHARE AGREEMENTS.

Indian has code share agreements with thefollowing airlines:

Air India Regional GMG Airlines Gulf Air Uzbekistan Airways Turkish airline Kuwait airways Lufthansa.


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L IVERY The aircraft livery used while the company was

called I ndian Airlines was one of the longest incontinuous use in the airline industry. Its aircraftwere mainly white, with the belly painted in lightmetallic grey. Above the windows, "IndianAirlines" was written in English on one side andHindi on other.

The logo of the new airline is a red colouredflying swan with the `Konark Chakra' in orange,placed inside it.


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FL EET.

Indian operates an all Airbusfleet consisting of the A320family.

Airbus A319-100 : in service24,386 passengers.

Airbus A320-200 : in service28,146 passengers.Airbus A321-200 : in service20,176 passengers.


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C ontd..

Operates to 64 stations out of which 17 areconnected to international destinations. The Airbus A321 aircraft connects all major

metros, including all flights on the Delhi-Mumbaisector.

Convenient connectivity has been providedto/from major metros like Chennai, Kolkata,Hyderabad and Bangalore for passengersbooked on the NonStop flights.

Air India Express operates 200 weekly flights onits network between 17 Indian cities.


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AIR INDIA NETWORK.


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Spacious cabin, comfortableseats and the luxury of in-flight entertainment makethis a superior product that

travellers look forward to.As more and more A321sand A319s join the fleet,they will gradually replace

the A320s which arecurrently deployed on manydomestic sectors.

FL YING WITH INDIAN


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F REQUENT FL YER

PROGRAMME. Air India has a Frequent Flyer Programme branded"Flying Returns. Members of the Flying ReturnsProgramme (FRP), the most attractive FRP for theIndian traveller, can accrue mileage points while flyingon Air India, Lufthansa and flights of Air Indias codeshare partners, and redeem them for award tickets onAir India or Lufthansa. Through tie-ups withleading hospitality-associated organisations in India,members can earn additional mileage points to redeemtheir tickets faster. "Flying Returns" has a membership of nearly 6,00,000 in India, the Gulf, UK, USA, Canada andSouth-East Asia.


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Dining

The airline offers a choice of menus to suit all types of palates. There is western

nouvelle cuisine, an appetizingchoice of Asian specialities. Besides, if any passenger has a

special food requirement, hecan choose from any of the 23special meals.

Alcoholic beverages are servedcomplimentary in first class.


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OTHER SERVI C ES

In flight entertainment- channel for Regional songs,Japanese channel is available for our Japanesepassengers.video programmes include a choice of the most recentEnglish and Hindi feature films.Air India Express- Online bookings can be done onhttp://www.airindiaexpress.in/F acilities on the Ground- lounge for transit passengersat Mumbai Airport is equipped with shower facilities, Wi-Fi, a gymnasium and a business centre. At other international airports, Air India has tie-ups with other international airlines or local Airports Authorities for

lounge facility.


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Contd..

Speedy MessageService (SMS)

Advance C heck-inE-Ticketing

Air IndiaC

allC entres


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Indian (New Horizons enduring

values) The carrier was a monopoly provider of

scheduled domestic air service until 1994, when

deregulation took place. The national carrier hasbeen positioned as a reliable, economic brandwhich reaches out to all destinations includingthose not covered by the private airlines. After years of neglect the carrier also rebranded in2006 with a new livery and logo, whichemphasizes the name Indian rather thanIndian Airlines.


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Re-BRANDING The process of re-branding took place in 2005. The steps in the way to re-branding of Air India

by DMA - Dropping of hyphen from its , name i.e. from

Air-India to Air India. Tagline Fly Well adopted. Designing the seats (by DMA). New uniform (new look to traditional sari)designed by Ritu Beri. A graphic swan with Ashoka Chakra design.


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Air IndiaKingfisher Airlines

Jet airwaysIndigo

Spice jet

Air India Kingfisher Airlines

Jetairways

Indigo

Air IndiaKingfisher

AirlinesJet airways

Air IndiaKingfisher

Airlines

Total set Awareness test Consideration set Choice set Decision

Air India

BUYING PRO C ESS


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SEGMENTATION


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SEGMENTATION contd

Segmentation involves finding out whatkinds of consumers with different needsexist.

Some look for price while others are moreinterested about services provided andreliability.

Indian segments consumers looking for privacy and luxury and those who arewilling to pay for the brand name.


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SEGMENTATION contd

Indian suggested that in order for market segmentation tobe effective, all segments must be:

Distinct is each segment clearly different from other.Accessible buyers should be reached throughappropriate promotional programmes and distributionchannels.

Measurable the segment should be easy to identify andmeasure.Profitable the segment should be sufficiently large toprovide a stream of constant future revenues and profits?


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SEGMENTATION contd

Attributes Seekers

Income(demographic) Rs. 3 lacs to Rs. 5 lacs p.a.

Location(geographic) Tier - I, Tier - II

Age Group (demographic) 30-55yrs

Purpose of travel(pschographic) Business, Leisure

Lifestyle (psychographic) Orthodox/conventional

Occupation(demographic) Business executives

Loyalty (behavioral) Loyal/switchers

Usage rate (behavioral) Frequent

Family life cycle(demographic) Older, married having older children


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TARGETING.

They target young married,old married professionals(age group 30-55) with small kids and with income levelsmore than Rs 5 lakhs per annum; who generallycommute between Tier 1 and Tier 2 cities ; travel for business and leisure ; frequent fliers. These fliers aregenerally observed to be hard core loyals.

Target mainly on professionals and upper class people Moreover Air India target the government employees

entitled to air fare from their department, for LTC(leavetravel concession) or the department trip.


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POSITIONING.


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POSITIONING contd

The positioning for Air India has been focusedas a quality & premium traffic airline.

The coverage of its new avatar has got excellentmedia hype. Advertising & Public relations havecommunicated its new image.

Consumers know that they just have to pay a bitmore for high level of comfort during the journey.

This shows how efficiently they have positionedthemselves in the market as a premium brandthat provides high quality service at a bit extracost.


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POSITIONING contd

It is also positioned as reliable economic brandwhich reaches out to all destination including thosenot covered by the private airlines

Along with this it also tries to position itself as apremium brand airline that would compete with theworld.

Air India portrays itself as the full service carrier airline with unparallel and unique in flightentertainment option.

Moreover Air India carry the image of a state ownedcarrier, which gives the customer a sense of trust.


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POSITIONING STARTEGY.

Air India uses marketing communications inone of two main ways to position:-

brands, namely to position a brand either functionally or expressively (symbolically). Functionally positioning emphasizes the

features and benefits, whilst expressive positioning emphasize the

social and hedonic satisfactions that it canbring. Both approaches make a promise.


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OFF IC IAL MAS C OT

THEMAHARAJA


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Picture gallery


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