 An airline's basic function is to transport

passengers and their luggage from one point to

another. Just like any other service industry,
the airline industry provides a service for a set
price.
 Capital intensive
 Labor intensive
 Thin margin
 Seasonal
 Travel agencies play an important role in
selling tickets.
 RAINBOW OF SERVICE MARKETING MIX

PRODUCT PRICE PLACE PROMOTION PEOPLE PROCESS PHYSICAL

EVIDENCE
1. PRODUCT –

 Giving a Feel For The “Product” Inside a

Service Wrapper .
• Consumers are demanding not products, or features of
products but the benefits they will be offered.

Services as a part of product provided by airline are:

ONGROUND SERVICES
 Reservation counters
 Flight information display
 Baggage screening
 Check-in
IN-FLIGHT SERVICES
 Free water
 Food
 Comfortable seating
Core Product
 The core product of indigo airlines is that they provide low cost
passenger air transportation for middle class and lower middle class
customers so that they can also experience flight journey.
Supplementary Product
 Along with the core product they also offers supplementary product.
They are like Check in , Food on board ,Connecting flight while traveling
where the service is not available, Complementary gifts along with the
travel, In-flight entertainment such as music, movies games and
Frequent flier programs
Augmented Product
 A commodity that has both the primary physical attributes and the non-
physical attributes that are added to increase the product's value. They
Augmented product are-
 Online booking
 Variety of meal options
 Pick up and drop service
 Mobile ticketing
2. PRICE
 Premium pricing: Use a high price where there is
uniqueness in service
 Cheap-Value pricing- used where there is stiff
competition happening
 Apex-fares-advance purchase fares valid on
economy class on specified sectors. They are
much lower than the normal fares. APEX fares are
airline fares that usually discounted because they
have advance purchase requirements. APEX
stands for Advance Purchase Excursion Fares.
APEX fares are typically non-refundable and may
have many other restrictions.
3. PLACE
 Online reservation system 24X7
 Tour operator/Travel agencies
 Affiliate with companies.
 PROMOTION MIX

Airlines Advertisement Needs to Keep in

Mind the Image of Country, The Scenic
Advertising
Beauty, Tourist Attractions, Rich Cultural
Heritages or Which Would Attract
Number of Tourists.
Publicity

Sales promotion

Word of mouth
 PROMOTION MIX

Advertising

The PRO, Receptionist, Travel

Agents, Media People Are Very
Publicity Important People in Publicizing The
Business.

Sales promotion

Word of mouth
 PROMOTION MIX

Advertising

Publicity

The Travel Agents, Tour Operators,

Sales promotion Frontline Staffs Contribute a Lot to The
Promotion of Airlines Business.

Word of mouth
 PROMOTION MIX

Advertising

Publicity

Sales promotion

Word of mouth ‘Customer Loyalty Ladder’ .

5. PEOPLE
The factors that constitute the airline people
mix is :
 Competence
 Reliability
 Caring attitude
 Responsiveness
 Initiative
 Problem solving ability etc.,
6. PROCESS
The system used to assist the organisation in
delivering the service:
 Reservations
 Flight information
 Facilities at the airport
 baggage handling
 Meals service
 Flight entertainment
 Delivering quality service
7. PHYSICAL EVIDENCE:
On ground-
 Booking offices or ticket counters
 Paperwork
 Brand logo
 Tickets
In-flight –
 Aircraft
 seating configuration
 Good inner exteriors
 Cleanliness
 Uniform
 Labels or tags