Marketing Mix of Air India and its Competitors

Marketing Mix Air India Jet Airways Indigo SpiceJet

Product  Launched in 1932  Launched in 1992  Launched in 2006  Launched in 2005
 Provides only  Airline services is  Provides Low cost air  Service can be
passenger transport the main product transportation divided into 2
services; Cargo and provided in 2 service to the categories –
services classes – economy customers Economy Class and
decommissioned in and business  Provide SpiceMax. Economy
2012  Some of the supplementary class targets
 Fleet primarily features include services like web passenger who
consists of secure flight check in, food on require only basic
aeroplanes from passenger data, pets board, mobile flying service.
Boeing and Airbus transport etc ticketing and pick SpiceMax is a
 The flight, along with  It operates as a full- and drop services premium service
in-flight service carrier  Indigo’s CarGo which includes extra
entertainment and services is also leg space, priority
its premium lounges catching up fast check in, priority
are some of the main  Carry postal mails, boarding etc
products. It is a full- like speed post, army  Paid add on facilties
service carrier mails etc like meals, Lounge
facility etc
Price  Prices based on the  Generally costlier as  Price gives Indigo an  One of the cheapest
route of air traffic, compared to other edge over its airlines.
distance, no of halts airlines competitors.  Offers SpiceCash to
on the way,  Pricing strategy  Provides customers its frequent travellers
competition etc dependent on with low prices and  Dynamic pricing
 Two-part pricing distance, quality and on time model based on
technique – Economy competition, services. booking date, based
class and Business demand etc  Aviation fuel on class of travel.
Class. This helps  Targets corporate constitutes 40% of its
them gain profits by and business operating cost,
tapping the buying customers through resulting in a huge
capabilities of its Jet Privilege by cost saving.
different segments of offering discounts  Provides optional
people with varying meals; gives student
earning levels and senior citizen
 Premium Pricing for discounts
the Business class
Place  Presence in all the  Good presence in  Covers the length  Operates across 34
cities of India most cities and breadth of India cities in India.
 Tickets can be  Well maintained  Tickets can be  Tickets can be
availed from its website for tickets availed through its booked through its
website and other purchase, website and other website or other
ticket booking cancellations etc ticketing websites ticketing agencies
agencies  Also has customer such as like paytm, goibibo
helpdesks and a makemytrip.com, etc
dedicated ticket yatra.com etc
counter in all
operating airports
Promotion  Tagline ‘Air India..  Promotions through  Does a lot of  Launched many
Truly Indian’, online ads, TV ads, promotion through humorous campaigns
leverages the fact banners, hoardings billboards and for promoting
that it is government etc. SpiceMax. Also uses
 owned to create a  Also endorse hoardings to increase banners at airports
brand equity. through events. Jet the user base and other prime
 Promotional was the official  Communicates its locations.
activities in the travel partner of important offering of  Promoted brand by
Indian Railways Mumbai Indians in reaching everywhere sponsoring Sunrisers
website, tickets can IPL 2016. on time Hyderabad in IPL
be bought through  Launched in-flight  Collaborated with 2014
IRCTC portal collection Magic- ICICI where a  Also promotes itself
 Tied up with travel Box to provide relief customer would get by engaging on social
agencies such as services during discounts if he books media
yatra.com, calamities tickets using ICICI
goibibo.com to be debit/credit card
easily available to the
customers
Process  Premium lounges  Due to several good  Highly professional  Easy booking of
make passenger stay processes in place staff to make tickets through its
easy for smooth processes smooth website.
 Smooth transition operations, Jet and hassle free.  Advance check in and
from purchase of Airways maintains a  Customers informed mobile ticket usage
tickets to delivery of good relation with in advance in case of facilities also
luggage the customers and delays available
 Provides alternatives avoids bad word of  Has ‘hold and pay’
in case of flight mouth facility which allows
reschedule/cancellati customer to hold the
on booking for a brief
period of time.
Physical  Physical evidence  Physical evidence  Has fulfilment  Physical evidence
Evidence through aeroplanes, through aeroplanes, centres where through aeroplanes,
airport kiosks, airport kiosks, customers can book spicejet kiosks in
website etc. Also has website etc. Space, tickets. Also has airports,
premium lounges in comfort is kept as airport counters for SpiceLounges at
major cities per the class the bookings and various locations. Has
customer is inquiries about a mobile app fro
travelling in travelling check in, seat
information preference, meal
booking etc
People  Service quality is the  All personnel are  Professional cabin  Crew of spicejet is
primary concern well trained as per crew for high quality very customer
which has been global standards. service. centric. Crew is
possible due to Encourages  Airport operations considered as a
highly skilled employees to report and customer brand image. The
professionals from any misconduct or services(AOCS) uniforms were
pilot to cabin crew unethical behavior department ensures modified to reflect
and people catering smooth ground youthfulness and
to supply chain operations. glamour.
activities  Personnel go through  Crew is highly skilled
rigorous training and professional and
which lasts for satisfies the
months customer needs.