Airline Industry

GROUP -7, MARKETING MANAGEMENT - II

Why this industry?

One of the most widely used services in the world.
Huge number of competitors
Need to differentiate due to the no of competitors
A lot of service contact points. Starting from ticket booking to arrival at the
destination.
It was a widespread belief that airlines are masters of transport economics
and not of customer experience. This has changed a lot in the past few years.
With a lot of new private players coming in, the war is getting bigger by day.

What we intend to do?

Enlist and carry out the research on the players in the Indian airline industry
scene.
Identify the service point of contacts.
Based on them enlist all the attributes that contribute towards the brand
value of an airline.
Conduct a research asking people to rate the importance of the factors
according to their preferences.
On basis of the collected results, take three players in airline industry and
carry out a detailed survey on them.
Find out the performance of these brands with respect to the attributes.
Analyze the PODs and POPs on the basis on answers received.

What have we already done?

Identified the six major players in India: Air India, SpiceJet, Indigo, Go Air, Vistara and Jet
Airways.
Identified the service point of contacts and enlisted the ten major attributes:
1. Booking Experience
2. Prices
3. Connectivity
4. On time Service
5. Check-in Procedure
6. Courteous Staff
7. Shuttle Service
8. On board meal
9. In-flight entertainment
10. Cancellation/Rescheduling Policy

What have we already done?

(cont.)
Made the questionnaire and are in the process of collecting responses.

The Road Ahead..

Analyze the responses and take the three best airlines on its basis.
Make a detailed questionnaire and conduct research on the PODs and POPs
these airlines have.
To analyze and find the strengths of each player over its other competitors
Find the room for possible improvement for each of them
Prepare a detailed report on the whole process, the findings, our analysis and
the key learnings of the whole project

Thank YOU!