Date post: | 15-Jan-2017 |
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VISTARA AIRLINES : MARKETING STRATERGY
CREW MEMBERS
SANJANA IYER19
ISMILE SHAIKH
43
AUSTIN TRINDADE
55
SAVIOFERNANDES
12
RAHULNAIR
32
RAJESHSHETTY
47
Marketing Objective– Create brand awareness about Vistara amongst
domestic flights– Increase the customer base in proportion to the
flights
Target Segment – Business and high end travelers who want
personalized experience and premium service– Mid- level Management who travel for Corporate
purpose– People who are looking for end to end service.
AboutAn Indian airlines based in New Delhi – 51:49 ratio joint venture between Tata Sons and
Singapore Airlines – The carrier commenced Operation on 9th January 2015
and operates 164 flights per week with 5 Airbus A320 aircraft
– First carrier to offer premium economy seats on domestic flights in India apart from the usual Economy & Business class.
ABOUT
VISTARA FLEETS & ROUTES
Aircraft In Service Orders
Passengers
DeliveryBusiness
Premium
Economy
Total
Airbus A320-200 7 6 16 36 96 148 Deliveries by
March 2016.
Airbus A320 neo — 7 TBA Deliveries
through 2018.
Total 7 13
PRODUCTS & SERVICES
OFFERS – • Economy Class (96 seats)• Premium Economy Class (36
seats)• Business Class (16 seats)
IN-FLIGHT ENTERTAINMENT – • For business class passenger - pre-
loaded tablets• Vistara selects BAE
systems IntelliCabin in-flight entertainment system which will stream content to passenger's personal devices
CATERING – Offers 4 different meals (breakfast,
refreshment, lunch and dinner). 1 veg, 1 non-veg dish in economy class 2 veg, 1 non-veg in premium economy 2 veg, 2 non-veg dishes for business
class
• Mobile phone boarding passes• Frequent-flyer program: Club Vistara
MARKETING STRATERGIES FOR POWER LOOK
POWER PRODUCT POWER RELATIONS
MARKETING STRATERGIES PROCESS
TARGET AUDIENCE• New price sensitive customers who
seek quality travel from/to non capital cities.
• Business travellers – existing and new customers seeking a higher quality service compared to other major airlines.
TRY TO UNDERSTAND• Consumer Insights Research• Brand is known but recall is
important.• Completely Different mode of
Advertising.
PROVIDING• Competitively priced without
sacrificing quality.• Modern, innovative and sustainable
alternative providing quality service. (youngest fleet)
• Environment – efficient , sustainable and respectful
POWER LOOK
POWER LOOK
• Road shows and Press conference to Announce its entry to new city
• Connect with travel agents, tour operators and local airline personnel & given information.
• Innovative Advertisement campaigns that connect the people to brand
A V I S T A R A
POWER VISIBILITY + POWER CONVENIENCE + POWER CONNECTIVITY
JOIN HANDS
Fly the new feeling"We Try Harder."
UNIQUE STRATEGY
A V I S T A R A
Avis Rent a Car System, LLC, better known as Avis is American car rental company.
Avis Budget Group operates the Avis brand in North America, Latin America, the Caribbean, India, Australia and, New Zealand.
Avis is the second largest car rental agency in the world
Avis is a leading rental car provider to the commercial segment serving business travelers at major airports around the world, and to leisure travelers at off-airport locations.
Avis was the first car rental business to be located at an airport.
In January 2013, the company agreed to acquire Zip car for $491 million
Their corporate motto is "We Try Harder"
In 1981, the company instituted its system of vehicle tracking, that was not coincidentally named Advanced Vehicle Identification System
‘vistaar’, a sanskrit word meaning “limitless expanse”. •Vistara is a full service airline & Only third full-service domestic airline
•Back in the airline business after 6 decades
Strong ShareholdingTata Sons, the holding company of Tata Group, partnered with Singapore Airlines.Tata Sons holds 51% stake while the remainder is with Singapore Airlines
Ground handling agreement and Outsourcing strategyThe airline has tied up with Air India, which will manage its ground-handling and engineering services.
Airbus over BoeingSingapore Airlines chose Airbus’s A320 for this venture. Aircraft will be leased.
•Team lead and Direction•Tata veteran Prasad Menon is the chairman for TATA SIA Airlines Limited. He also a Chairman for other sector in TATA group of companies
POWER LOOK STRATEGIES
POWER PRODUCT / SERVICE
• Offer in flight lounge in the First Class• Entertainment Service:
Information communication Entertainment
• OnAir: Wifi in the sky
COMPLEMENTARY PRODUCT
GETTING THE ACT RIGHT
Vistara needs to have a cost base that is closer to LCCs, and a premium front-end.
We need to deliver them the service that they would not able to resist
The airline is controlling other non-customer facing expenses as well, including outsourcing services
They give superiority to punctuality over experience. the airline is aiming to achieve higher on-time performance (OTP) through combined efforts
The boarding for each class - business, premium economy, economy is designated, which results in quick processing.
Vistara also announced a strategic partnership with the Taj Group, India’s largest hospitality company.
DIFFERENTIATION IS KEY
Connect to complain sites so to understand customer problems Ask customer problem of travel & try to solve them
Vistara's office has a look and feel of a start-up. Nobody in the senior management - not even Yeoh - has a cubicle or cabin.
Introducing the "premium economy" class. The idea is to cater to people who cannot afford business class - or even people who can afford business class but find it too expensive - but also do not enjoy economy class services
Vistara says it is the only airline to offer exclusivity to premium economy passenger by having a separate cabin.
POWER RELATION
Building and maintaining client relationships is a central part of working life & Leads to re use of service
Communicate Openly and Effectively
Share Your Knowledge
Network
Manage Time and Meet Deadlines
Be Honest and Be Yourself
NETWORKING STRATEGIES
• The option would let you find about & interact with the people you are travelling.
• Buy sharing your linked in profile you become a participant
• This can be used to attract professionals that travel.
POWER RELATION STRATEGIES• Focus on points where we could connect
and leave an image with the customer.
• A customer service center - rebook passengers if their flight is cancelled prior to their arrival
• Offer wireless flight notification to improve information delivery and radio frequency identification (RFID) baggage tags to reduce lost customer baggage
• Offer frequent flyer rewards & loyalty card points which could be used across all brand outlets & service of the company
• Build relationships online: Set up a LinkedIn group, a Twitter profile,
and a Facebook page. Include links to your profiles in all future
communications with clients Use these channels to aggressively
communicate with your customers• Go above and beyond: Implement
anticipatory service
THANK YOU FOR FLYING
WITH