Académique Documents
Professionnel Documents
Culture Documents
of
Indigo
Indigo
Airlines
4Ps
STP
SWOT Analysis
Competitive
Strategy
Strategic
Branding
Class)
Recommendations
INDIGO
Low fares, on-time flights and a hassle-free
experience
Plans to serve 100 cities in India, south East Asia, Middle East and
China by 2025
4Ps
ofofIndigo
4Ps
Indigo
Product
Place
Price
Promotio
n
Middle and
lower middle
Income
Group
Business
class
Targeting
Positioning
Differentiation
People who
travel by
trains & wish
to save time
Other airline
customers
People who
travel for
official
reasons
Low pricing
with no
compromise
on quality
service.
On time
performance
Hassle-free
Service
Not much
product
differentiatio
n
It provides
time saving
services like
web-check
in, kiosks
Mobile
booking App
SWOT Analysis
Strength
High brand awareness &
brand equity
Successful
implementation of low
cost strategy
Continuous innovation to
improve on non price
factors
Weakness
Product differentiation is
less
Competitors can easily
replicate offerings
Opportunity
Middle Class taking to
the skies
Opening up of
International Skies.
Threats
Plenty of new LCCs to
compete with.
Rising Labour costs.
Rising Fuel Costs.
Market Strategy
Be
Go
Focus
Aim
Product Mix
Core
Transportation
Supplementary
Augmented
Online booking
Variety of meal
options
Pick up and drop
service
Mobile ticketing
Check in
Food on board
Connecting flight
Complementary
gifts
In-flight
entertainment
Frequent flier
programs
320s and
One
One
Honestly
New Product
Premium Economy
Is between the standard
economy class and
business class cabins by
offering some of the
comforts of a premium
seat for a reasonable
price.
Features :
Adjustable headrests,
leg rests, or lumbar
support
Segment
Comfort
Conscious
Passengers
Target
Position
Business
Comfortable
class /
and hassle
Middle Class
free
Pricing or
Prices
festivals
Promotion Mix
Communication
On-time
performance
Affordable
Hassle
fares
Advertising
Publicity
Airlines
The PRO,
Advertisement
Receptionist, Travel
Needs to Keep in
Agents, Media
Mind the Image of
People Are Very
Country, The Scenic
Important People in
Beauty, Tourist
Publicizing The
Attractions, Rich
Business.
Cultural Heritages or
Which Would Attract
Number of Tourists.
Sales Promotion
The Travel Agents,
Tour Operators,
Frontline Staffs
Contribute a Lot to
The Promotion of
Airlines Business.
Word of Mouth
Customer Loyalty
Ladder .
Promotional Activities
Collaboration with multiplexes in major cities to promote the airline and its
offers
What they
are doing
What they
should
continue to do
What we
recommend
Keeping costs
optimal thus fare
prices low
Advertising is
helping in keeping
brand top of the
mind
Have a connecting
flight between
destinations
About to issue an
IPO
Associate with car
rentals/hotels
Continue being close to the customer by being consistent in their services and
comfort to customers
Aviation Industry :
"The easiest way to become a millionaire is
to start off as a billionaire and then enter
the aviation business".
Richard Branson