Marketing Management 1

Project Report- Domestic Airlines

DOMESTIC AIRLINE INDUSTRY STRUCTURE AND MARKET SHARE- FY

2017-18

Company Name Market Share(2019)

InterGlobe Aviation Ltd. 49
SpiceJet 14.8
Air India 13.5
GoAir 11.1
Vistara 4.7
Others 6.9

IndiGo has hit a 49.9% market share beating Air India and Spicejet to Become #1
Airlines. The shrinking of the market share of Jet Airways started since 2014 which
has benefited IndiGo. IndiGo is followed by Air India, with a 13.5% market share
and Spice Jet with a 14.8% market share. GoAir has carried about 11.90 lakh
passengers and clocked 11.1% market share.
During the last three years, the aviation industry of India is of the fastest growing
industries of the country. Also, it is expected to gain momentum and continue
with its progress in the coming years. There is a probability that the aviation
industry of India will be the third largest on a global scale.
The difference in market share between IndiGo and other airlines is evident and
speaks volumes about the growth and popularity of IndiGo airlines. IndiGo
has always been on top of the graph and looks like that won’t be changing any
time soon.

Market Share
5% 13% Air India
15%
11% GoAir
7%
InterGlobe
Aviation Ltd.

49% Others

REVENUE SALES & NET PROFIT

 Financial Net Number of
Company Name Year Sales Profit passenger
InterGlobe Aviation Ltd. 2018 23967.74 2242.6 5,21,42,000
SpiceJet 2018 7879.3 566.6
Air India 2018 23900.4 -5348
GoAir 2017 3309 205.25
Vistara 2018 2228 -430

IndiGo reported a profit of Rs 2242.6 crores in 2017-18 with total turnover of

23967.74 crores. But in 2018-19 IndiGo reported a profit of Rs 156 crore, down 93
per cent from Rs 2,242 crore in 2017-18. Fiscal 2019 being a tough year for the
airline industry in India because of high fuel prices, weak rupee and intense
competitive environment.

Vistara had reported a loss of Rs 431 crore. The airline’s latest loss figure is
mentioned in Tata Sons’ Financial Year for 2018. The report does not give the
details of revenue and break-up of expenses.

SpiceJet reported a profit of Rs 556.6 crores in 2017-18 with total turnover of

7879.3 crores. The Gurgaon-headquartered airline has obtained several domestic
slots at key airports, which were left vacant by Jet Airways in current year.

Sales
4% InterGlobe
5% Aviation Ltd.
SpiceJet
39%
39% Air India

13% GoAir

GoAir reported a profit of Rs 205.25.6 crores in 2017-18 with total turnover of

3309 crores.

AirIndia had reported a loss of Rs 5348 crore with total turnover of 23900.4 crores.
PRODUCT MIX OF PLAYERS
Getting the product right is the single most important activity of marketing. If
the product isn’t what the market wants, no amount of price adjustment or brilliant
promotion will encourage consumers to buy it. The airline product is quite a
complex one since it comprises of a service of incorporating the temporary user of
airline seat and certain tangible products such as free flight bags or a free bottle of
duty free spirit to encourage booking.

The airline product includes of two types of services:

1. On ground services,
The on-the-ground services include a convenient airport with car parking facilities,
duty free’ shopping quick and efficient checking of baggage, efficient service at
reservation counter, transport to the airport, etc.
IndiGo – Partnered Lounges, Premium services.

6E Flex
Make unlimited changes to your booking or cancel without incurring a fee.

Fast Forward
Check-in first & get your bag(s) before anyone else.

Excess Baggage
Pre-book additional baggage on your booking.

Sports Equipment
Prepay your sports equipment handling fee for a seamless journey.

Lounge Services
Relax & unwind at IndiGo partner lounges.

Air India – Partnered Lounges – Maharaja Lounges, Premium Services.

Vistara – Lounge for business class.
GoAir -Lounge and premium services.
SpiceJet – Premium services.

2. In-flight services.
The service provided inside is intangible and is highly variable. The airhostesses
are trained to provide polite, warm and courteous service. The courteous service
that the representatives at the baggage counter, reservation counter provide goes a
long way in developing customer loyalty. The travel agents of the airlines also
need to be efficient and polite.
IndiGo – Free Water Cups, Chargeable Snacks, Hello 6E Magazine.
Air India – i3000 Thales system, Shubh Yatra Magazine, Showtime
Vistara – Bluebox System, Wifi, Multimedia library, Complimentary meal for all,
with different options for different class.
GoAir – No complimentary refreshments, Buy on board and Go-Getter Magazine.
SpiceJet – No Complimentary refreshments, Buy on board meal and no inflight
entertainment system.

4 P’s and Product Plan

AIR INDIA

Product:
Air India is one of the leading airlines in India providing international and
domestic travel. Air India provides only passenger transport services; thus, it is
committed to provide the best possible services to its customers. A look at the
marketing mix product strategy is by understanding its services to customers. Air
India passenger fleet primarily consists of aeroplanes from Boeing and Airbus. It
also leases a few of its fleet so as to
reduce cost and maintain quality service
level. It has a vast network of routes
across the world connecting India. This
vast network enables Air India to cater
services across the most important cities
and business centres worldwide. It
provides high level of safety for its
passengers and maintains quality safety
standards so as to ensure repeat service
purchase for its passengers. Providing
premium club memberships to its
passengers and fly returns programme for frequent passengers enables Air India
to have a high brand recall among other competitors in the airline industry.

Premium Club Membership

THE MAHARAJAH CLUB
The Maharajah Club is an exclusive tier of discerning travelers, who enjoy range of
special services from Air India
GOLDEN EDGE CLUB
As a Golden edge club member, you enjoy a number of benefits including 25%
bonus FR points, 20kgs excess baggage allowance, priority check-in, lounge access
SILVER EDGE CLUB
As a Silver edge club member, you enjoy a number of benefits including 15%
bonus FR points, 10kgs excess baggage allowance, priority check-in.

Price:
Air India is a leading airline player in India with a pricing strategy based on
competition and sectors it covers. Keeping in mind of being a highly-coveted
airline in India, Air India prices airline tickets such that it is easily accessible to
middle class families. Air India uses two-part pricing technique so that they are
able to gain profits by tapping the buying capabilities of different segments of
people with different earning levels. Quality of service is something that they do
not compromise with, so the basic technique adapted while setting the price is
depended on the length of the journey and the amount of time the travel will
take. Premium pricing is primarily done to target Business class passengers as
they have a high tendency to pay and avail premium services. This gives an
overview on the marketing mix pricing strategy of Air India.

Place:
Air India has its presence in all cities in India. Being the primary choice of airline
travel, Air India service base has been increasing year on year. Air India has flights
connecting India with major cities and business headquarters across the world.
Tickets for Air India can be availed from their websites and other ticket booking
agencies.
They have also tied up with various agencies to sell their tickets, thus increasing
their service base and capabilities.

Promotion:
By promoting their tagline “Air India…. Truly Indian”, Air India has leveraged huge
gains by being able to promote their brand. By being integrated with Government
of India, it sets up a standard as being a fully government controlled transport
system. Air India has tied up with various travel agencies like yatra.com,
goibibo.com, etc. This has helped them to be easily presentable to their
customers, and in such ways the customers are easily able to avail tickets. Its
promotion activities continue in the Indian Railways website, wherein customers
are easily able to avail Air India tickets via the IRCTC portal, thus it makes easy for
the customers to plan journey accordingly and easily. Joint promotion with
Amadeus, is a short term promotional strategy which Air India implements.

2. SPICE JET
Product:
SpiceJet is one of the leading airline companies in India. The core service in the
product strategy in the marketing mix of SpiceJet is its flight. SpiceJet has got a total
of 40 aircrafts in its fleet out of which 4 aircrafts are Boeing 737-900, 22 aircrafts are
Boeing 737-800 and 14 aircrafts are BOMBARDIER Q400. SpiceJet does not offer
any business class or Premium Economy Class cabins instead its service can be
divided into 2 catogories:

a.
Economy class: This class targets travellers who cannot afford more price and
require standard service. Travellers opting for it just enjoy the basic flying service.
SpiceJet aircrafts are modern, vibrant colour and stylish and gives a feel of
international flights.
b. SpiceMax: This is a kind of
premium service provided to the
travellers. Travellers needs to pay extra
for this premium service while booking
their seat online or at the airport
counter. A SpiceMax seat has extra leg
space onboard, and the traveller is
provided with complementary meal,
priority bag check in and priority
boarding facility.
Also the travellers are provided with
paid add on facilities like quality veg-
non veg meal, Spice Lounge facility,
Spice Talk (Sim card for international
call usage) facility and many more.

Price:
SpiceJet is known to provide one of the cheapest airline service in India. It faces
tough competition from Indigo, Jet Airways and Vistara. Due to large number of
competitors targeting low cost carrier segment, SpiceJet follows competitive pricing
in its marketing mix strategy by offering a mix of both low cost ticket and decent
onboard facilities to its travellers. SpiceJet also brings various schemes and
discount offers to attract more travellers. SpiceJet also offers SpiceCash to its
frequent travellers which act as a reward point that can be used for getting
discounts. SpiceJet offers discount on prebooking of tickets and add on services and
special discount for Indian Armed force people, Students, Senior Citizens and small
and medium enterprise travellers. The company also follows a dynamic pricing
model based on the date of booking ticket and provides multiple fare rate based on
the class of travel (SpiceMax or economy) chosen by customer.

Place:
SpiceJet has its hub at three airports at Indira Gandhi International Airport (in Delhi),
Rajiv Gandhi International Airport (in Hyderabad) and Netaji Subhash Chandra Bose
International Airport (in Kolkata).SpiceJet operates 246 daily flights across 34 cities
in India and 7 international destinations like Dubai, Colombo, Kabul, Riyadh etc. Any
traveller can book a ticket online from SpiceJet’s website or any ticket booking
website like goibibo, paytm etc or offline from tour operators, airport etc. A traveller
can ask for special assistance from customer care service. SpiceJet also actively
participates on social media like Twitter, Facebook etc to interact with potential
travellers.
The company is also planning to expand its fleet size and operations in tier 2 and
tier 3 cities by buying new Bombardier Q400 turboprop planes and Boeing 737 MAX
8 planes.

Promotion:
SpiceJet has an integrated marketing campaign focusing on TV, Digital, Print,
Outdoor, Cinema and Airports for its promotion. SpiceJet has done a lot of
humorous campaigns for promoting its premium service SpiceMax. SpiceJet
recently got a makeover when it launched new uniform in red hot spicy avatar for its
air hostess and other crew members. This is done to enhance the brand image of
SpiceJet as glamorous and youthful. SpiceJet also uses outdoor channels like
banners at airport or any prime location. SpiceJet also addresses issues and
engages with customers on social media like Facebook, twitter. SpiceJet also
promotes its add on services like SpiceClub, FlyForSure etc on its website and its
mobile app. SpiceJet also promotes its mobile app by giving special discount on
booking tickets from app. SpiceJet also publishes its magazine for promotion of its
services and other products. SpiceJet has also been promoting its brand by
sponsorship for sports teams like sponsoring Sunrisers Hyderabad in ILP 2014 and
other sponsorship for social cause like educational tour for J&K girls etc.

3.VISTARA
Product:
The core service offered by Vistara is flight. Vistara offers its customers to choose
among 3 class of flight seat bookings, which can be covered in the products of the
marketing mix:
a. Business Class: For its 148 seater Airbus A320, Vistara offers three separate
cabins with 16 seats reserved as business class seats. Moreover the size of seats
and the leg space provided is more than that offered by its competitors thus
providing more comfort to travellers. This class offers premium service and has
highest fare rate.
b. Premium Economy Class: This is a new class service introduced by Vistara.
This class targets travellers generally from corporate world who wants to get
premium service but cannot afford business class neither they want to travel under
economy class. For its 148 seater Airbus A320, Vistara offers 36 seats in premium
economy class.
c. Economy class: For its 148 seater Airbus A320, Vistara offers 96 seats under
economy class. This class targets travellers who cannot afford more price and
require standard service.
Also the travellers are provided with quality veg-non veg meal . Vistara is known for
updating its menu to satisfy its customers. Vistara also provides free wifi connection
to all its travellers.

Price:
Vistara operates on premium market segment in airline industry which is majorly
dominated by low cost operating carriers. Vistara charges premium prices for its
services both on-board and on-ground. The company believes in providing good and
memorable flying experience to its travellers at a reasonably premium price. The
company also follows a dynamic pricing model based on the date of booking ticket
and provides multiple fare rate based on the class of travel chosen by customer.
Instead of providing steep discount, Vistara has its own club of loyal customers ‘Club
Vistara’,which is a frequent flyer program, which helps travellers to get reward points
on the basis of expenditure done by him/her for ticket booking. This reward point act
as a discount for its loyal travellers. Vistara follows a policy of no hidden restriction
and follows uniform pricing rules. Thus, the pricing strategy in the marketing mix of
Vistara is not solely dependent on competitors and regulation authorities, but also
covers the market dynamics.

Place:
Vistara has its hub at Delhi Indira Gandhi International Airport. Vistara began its first
operation between Delhi and Mumbai. Within 20 months of commencement of its
operations Vistara served nearly 2.5 million customers. Vistara has a fleet of
Airbus320-200 aircraft. The size of this fleet is 13. Vistara is also planning to
introduce 7 new Airbus A320neo by year 2017-18. The airline operates in 18
destinations in India. Any traveller can book a ticket online from Vistara’s website or
any ticket booking website like goibibo, paytm etc or offline from tour operators,
airport etc. A traveller can ask for special assistance from customer care service.
Vistara also actively participates on social media like Twitter, Facebook etc to
interact with potential travellers.
The company is yet to launch flights for international operation.

Promotion:
Vistara is a late entrant in domestic airline industry in India but has been able to
create a niche for itself in market. Vistara has an integrated marketing campaign
focusing on TV, Digital, Print, Outdoor, Cinema and Airports for its promotion. The
company has chosen Deepika Padukone as its brand ambassador. Vistara has
done many ads campaigns to promote its brand campaign ‘Fly the new feeling’ by
trying to connect with the viewers emotionally and showing feeling of joy in their ads.
A 360 branding approach in the promotional strategy in the marketing mix of Vistara.
Vistara also used a tag line ‘High standards, economically in print ads to target
people who want to feel unique experience at value for money. Vistara has targeted
both entertainment channels like Colours, Sony and news channels like NDTV etc
for promotional ads. Vistara also uses outdoor channels like banners at airport or
any prime location. Vistara also addresses issues and engages with customers on
social media like Facebook, Twitter.

4. INDIGO
Product:
Indigo Airlines is one of the leading airline players in India. Indigo Airlines provides
low cost air transportation service to the consumers. This is their core product in
their marketing mix. They also provide supplementary services like web check in,
food on board etc. They have a variety of meal options for their consumers. For
consumer’s convenience and comfort Indigo Airlines also provides online booking,
mobile ticketing and pick and drop services.

Indigo’s Cargo services named CarGO is also catching up very fast. They take very
good care of the shipments. They have special packaging for fragile packages
which come under 6E priority. They do not accept perishable shipments like
seafood, dairy, plants, meat. Indigo Airlines also carries postal mails like speed
post, ordinary mail and Army mail.

6E Prime
Get the seat and snack combo of your choice along with our Fast Forward service.

IndiCombo
Pre-book & enjoy your favourite snack combo on-board.

Seat Plus
Choose a window seat, aisle seat or a seat with extra legroom.

IndiGo Promise
IndiGo promise protects you against flight delay, cancellation and lost baggage.

Infant
Travelling with an Infant?

Unaccompanied Minor
Between the age of 5-12 years and Flying Solo?

Travel Assistance
Get Travel Assistance and Protect Your Travel.

Price:
Indigo Airlines is present in a very competitive airlines segment in India. Price is
what gives Indigo its edge over other competitors, therefore it is an important
component of it marketing mix. When consumers compare prices they find that
Indigo Airlines provides them with low fares and quality, on time services. Indigo’s
cost control department has a huge role to play in this. It makes optimal use of
technology to determine the petrol needed to travel from one place to another.
Aviation turbine fuel prices constitutes about 40% of the operating cost of an
airline. Indigo Airlines saves huge cost on this very expensive resource. It provides
optional services of meals which are prepaid. The consumers have to buy their
meals in case they want to have anything on board. With these little knacks it
controls its cost.
Indigo Airlines gives discount to senior citizens and students. It gives seasonal and
time to time discounts on its mobile app and website. There is a fee charged on
flight cancellations and rescheduling.

Place:
Indigo Airlines currently operates in 40+ destinations and the expansion is
ongoing. Indigo Airlines covers the length and breadth of India. It also covers 6
international destinations which includes Dubai, Singapore, Muscat, Kathmandu,
Bangkok. Indigo Airlines operates a fleet of 126 Airbus320 aircraft and since
March 2016 it is adding one Airbus320NEO every month. Currently it has 15
Airbus320 NEOs. Airbus 320 NEO promises to burn lesser fuel which will reduce
Indigo’s operating cost. Indigo Airlines is trying to expand its overseas network
with more flights to Middle east and Southeast Asia.
Indigo Airlines seeks to add Doha and Sharjah via different routes to its
destinations.

Promotion:
Indigo Airlines has come out with a few television Commercials and online
advertisements to promote itself. Indigo Airlines does a lot of promotions through
billboards/hoardings. The aim of the promotions is to increase the user base and
also rope in new customers.
Its Broadway campaign which announced Indigo Airlines going international was
done by Wieden+Kennedy creative agency. It communicated its key offering of
reaching everywhere on time and also announced its international operations.
Indigo Airlines collaborates with bank for its promotions, for example the Indigo-
ICICI bank promotion where one would get a cashback if one books the tickets
using a ICICI debit or credit card. This gives an insight in the promotion and
marketing strategy of the airline’s marketing mix.

GROWTH STRATEGIES
AIR INDIA – Air India received its first of three 737-800s last week, and is looking to
acquire another 23 of the type, plus up to 66 new widebodies. The 737-800 fleet, to
be operated by new low-fare subsidiary Air India Express, is a new type for the
carrier. Air India Express plans to launch in late April, initially serving three cities
in southern India and six destinations in the Middle East. Services to four
additional Indian cities and three South-East Asian destinations will be added later
in the year.
SPICE JET- Spice Jet have also started cargo planes. It is looking quite good.
The focus is clearly on growth and at the same time to keep costs lower to ensure
profitability.

They have ordered for 200 planes to be delivered by 2024. The first 10 were
delivered in December 2018. In addition, they have ordered 50 smaller propeller
planes, mostly for Udan type routes. Of these, currently they have 27 planes with
them, so these have started coming in quite rapidly.

VISTARA - Vistara recently obtained government approval to launch international

flights. It currently operates 730 flights a week to 24 cities in the country using a
fleet of 22 single-aisle Airbus A320. The airline has been slow to expand and
currently accounts for just 4% of the domestic market. It aims to start international
operations to Colombo in a month of two.

It plans to add about 60 planes, including 10 Boeing 787 Dreamliners in the next
half decade through a mix of direct orders, lease and options. The rest are Airbus
A320 neos and A321 neos
INDIGO - Distribution strategy in the Marketing strategy of Indigo
Airlines. Indigo is flying to 40 destinations and daily operating 680 flights has
helped the company in emerging as a market leader. It outsources inflight
catering/eatables from an outside vendor. These are presented to customers on
payable basis.
GoAir- GoAir is rethinking its growth strategy due to the ever-rising fuel prices
and ongoing troubles with new plane engines and the reducing number of pilots.
Fuel cost is majorly affecting the airline’s profit, and to cope with that, GoAir is set
to lease out some of its old planes.
Sources told BT that an external consultant had been hired by the airline to look
after its network planning. Following this, they decided to maximize frequency on
the profitable metro to non-metro routes, instead of adding newer destinations.

CUSTOMER’S VALUE ASSESSMENT, KEY FEATURES & PRODUCT

KEY RESPONSIBILITY AREAS (KRA)

INDIGO- Reason's why the airline has managed to scale to the top, despite being
the youngest airline in India.
Indigo's stuck to its low-cost, single class model unlike rivals Jet and Kingfisher
While Kingfisher and once market-leading Jet Airways bought rivals, flew
multiple plane models and struggled to mix full-service and low-fare options,
IndiGo stuck with its policy of offering one class of no-frills service on a single
type of plane. Indigo has chosen to stick to the world's best-selling single-aisle
aircraft, the Airbus A320.
Selling and leasing back planes helps its balance sheet.

5 reasons why IndiGo is market leader today

As Mallya grounded more than half of Kingfisher planes to create a capacity
vacuum,Indigo managed to not only increase its passenger traffic but also its fleet
size.
Secondly, it maintains a young fleet by selling and leasing back its planes. IndiGo
uses six-year sale and leaseback agreements, so the airline is constantly replacing
its aircraft. This prevents the need for overall checks and major repairs, which
means IndiGo understands how to work the margins.
Operationally it would be impossible to make a profit at the very low fares they
were offering through the first four years of operations, where ticket prices on
Indigo were roughly 40 percent of cost of operation.
Even before starting operations in 2006, Indigo had placed a firm order for 100
Airbus A320 aircraft in June 2005, which gave it a pricing advantage. The airline
then acquired parking lots in Delhi and Mumbai, and by the time the first Indigo
flight was announced, it had already scheduled the first 20 aircraft.
Also it focused on inorganic expansion by adding a plane every six weeks. A
report in the Economic Times says Indigo's fleet size has grown to 58 aircraft from
42 in the last one year, implying that the Rahul Bhatia-promoted carrier added 16
aircraft in the last 12 months.
"Eight aircraft have been added to IndiGo's fleet since January and two more will
come by year-end. This is one connection as to how it could lap up the spillover
traffic from Kingfisher better than Jet Airways, whose capacity on the domestic
routes has largely remained static," the report said.
The third reason is Bhatia's obsession with detail and quality. IndiGo's executives,
including staff at the check-in counters, air crew and sales and marketing staff are
hired only after Bhatia meets each of them individually. Besides, the airline also
employs far fewer people, with one of the industry's leanest work forces.
The airline also broke industry standards with simple things like turnaround time.
This is the time taken for a plane to be ready for the next flight between landing
and take off. IndiGo boasts of a turnaround time of less than 30 minutes.

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Obviously less time on the ground means more time in the air which also reduces
fuel burning. A report in the Business Standard had said earlier that IndiGo's
aircraft spend more than 11 hours a day in the sky, compared to the industry
average of eight or 10 hours.
It's all about customer focus:
IndiGo's success model largely relies on consistent low fares, regular on-time
performance and minimal flight cancellations. However, the airline's biggest edge
over others is its focus on customer focus. "Would you like to be on time or would
you like to be three hours late and have the nicest champagne and caviar on board,"
Bhatia had asked earlier this year in an interview with ET. Fliers want on time
journey at reasonable prices and this has helped IndiGo inch past stalwarts to reach
this milestone.
Other airlines advertise low fares, marketing or other promotional offers on their
websites, IndiGo only emphasises on-time performance. Indigo has continuously
built around this image through its tongue-in-cheek advertisements on television
and print media.
Using technology smartly:
Unlike manual systems used by other airlines, IndiGo planes are equipped with a
digital link system for for transmission of short, simple messages between aircraft
and ground stations via radio or satellite called Aircraft Communications
Addressing and Reporting System (ACARS). Before every IndiGo flight departs
an automatic message is triggered from the aircraft to its operations control centre -
and immediately the same departure time gets recorded in the software. Similarly,
the moment the flight lands an automatic message is triggered from aircraft to
control centre. Hence, the on-time performance is diligently monitored for every
flight in real time.
"Reaching your destination in less time to make best utilisation of vacations is
what an average passenger look for, and IndiGo won its common man by this very
basic model," an aviation analyst told Firstpost.
Even the airline's president Aditya Ghosh has frequently repeated that IndiGo
keeps the whole business of flying simple for our customers. Ghosh had earlier
explained that "simplified pricing" means one fare, inclusive of all taxes and other
charges, an easy-to-navigate website etc. "One of every two of our customers is an
infrequent flier and many are first-time fliers. It is important for us to simplify
flying for them. So we want to keep flying simple. We have features such as queue
busters at most airports, where if you are carrying only cabin luggage, you need
not stand in a check-in queue and these queue busters would print boarding cards
from hand-held machines quickly."
Indigo has realised that in a services industry, where competition is so cut throat, it
needs to deliver on its promise, which clearly seems to be going in its favour, at
least domestically.

GoAir- In November 2005, GoAir launched its operations as a low-fare carrier to

commoditize air travel and offer airline seats at a marginal premium to train fares
across India. The airline currently operates over 230 daily flights and
approximately 1600 weekly flights across 30 destinations – 24 domestic and 6
international.
The GoAir route network spans across prominent business metros as well as key
leisure destinations across the Indian subcontinent. GoAir currently renders its
services at the airports in Ahmedabad, Bagdogra, Bengaluru, Bhubaneswar,
Chandigarh, Chennai, Delhi, Goa, Guwahati, Hyderabad, Jaipur, Jammu, Kochi,
Kolkata, Kannur, Leh, Lucknow, Mumbai, Nagpur, Patna, Port Blair, Pune,
Ranchi, Srinagar, Abu Dhabi, Bangkok, Dubai, Malé, Muscat and Phuket. Through
this route network GoAir ensures a smart value-for-money option for both business
and leisure travellers, without compromising on either safety or service factors.
GoAir's distribution network has been well-researched. Following a thorough
evaluation of the available mediums, the airline has introduced a gamut of options,
specially designed to make tickets very accessible to its passengers. GoAir hosts
convenient online booking options on its website www.GoAir.in wherein a
passenger or his associate can book GoAir tickets anytime round the clock, 365
days a year from the comfort of their home. For those passengers who do not have
a credit or a debit card or access to a web networked computer, tickets can be
booked from other distribution mediums including Travel Agents or via GoAir’s
Call Centres. Tickets can also be booked from GoAir airport counters.
GoAir is positioned as 'the Smart People's Airline'. Its captivating theme, 'Fly
Smart' is aimed at offering passengers a consistent, quality-assured, and time-
efficient service through 'pocket-friendly' fares. The airline uses a state-of-the-art
Airbus A320 aircraft fleet.
GoAir executes its business model on the basic three-tier principle - 'punctuality,
affordability, and convenience'. The airline has recently partnered with Navitaire, a
leading technology provider of automated aviation and travel-related software
solutions, for its Passenger Service System . By adopting such technology
solutions, GoAir is equipped with superior process efficiency, thereby enabling its
passengers to save great amount of time.
Adding a milestone to its journey, in October 2016, GoAir passed the International
Air Transport Association's Operational Safety Audit (IOSA).
As part of its expansion plan, GoAir has placed a firm order of 144 Airbus A320
Neo aircraft. The delivery of the same has begun and currently has 47 Aircraft as
part of its fleet.
The Wadia Group has been in the forefront of corporate India for over 250 years.
Today, the Group is broadly diversified into several growth industries covering
aviation, textiles, chemicals, petrochemicals, plantations, foods, electronics, light
engineering, health, laminates, real estate and consultancy. The Wadia Group has
consistently emerged as a market leader in every arena it had stepped in. Over the
years, the Wadia Group has developed an enviable record of successfully
managing diverse technologies. The Wadia Group has earned a reputation as a
household brand through its businesses like Britannia and Bombay Dyeing.
VISTARA- Tata-SIA run joint venture airline Vistara today offered a slew of
benefits, including additional 5-kg cabin baggage free of cost and preferred
seating, to its corporate customers.
The other benefits include exit rows and complimentary priority check-in,
boarding, and baggage-handling, among others.
All the benefits under the 'Vistara Corporate Flyer' programme come over and
above other customer benefits of being a corporate customer, which include special
fares and free change .

LEADING AND LAGGING INDICATORS FOR INDUSTRY

LEADING FACTORS
The Indian air transport sector has shown very strong growth in recent years –
particularly on the domestic market segment.
In June 2018, the domestic India market recorded its 46thconsecutive months of
double-digit year-on-year growth; an outstanding performance and one which is
showing no signs of ending anytime soon. The air transport market in India
employs more than 390,000 people and supports another 570,000 more in the
supply chain. Overall the industry contributes some US$30 billion annually to
India’s GDP.
The fundamental drivers of air passenger demand –including population and
demographics and increasing incomes –are favourable and supportive of ongoing
growth over the longer-term. Over the next 20 years IATA forecasts growth of
6.1% per year on average –the number of annual air passenger journeys is
forecast to increase by more than 350millionover the period, moving to almost
520million journeys in 2037.

LAGGING FACTORS
High costs and low yields. Implosion of the country’s second largest airline.
Persistent technical issues plaguing two of the most popular passenger aircraft
models flown by India’s airlines. Together, these factors have now plunged India’s
aviation industry to its most precarious phase in the last five years or so.

Airlines in India have been appealing, in vain, to the government for a decade for
a reduction in taxes on fuel. Jet fuel is 35-40% more expensive in India than in the
rest of the world, because of relatively high tax rates.

CAPA Centre for Aviation, a Sydney-based consultant, estimates the current

number of pilots in India at 7,963. In 10 years, airlines will have to hire 17,164
more. The projected growth in capacity, because of plane orders, will lead to a
14% shortfall in commander pilots, a part of which will have to be fulfilled by
more expensive expatriates, leading to a rise in the wage bill, the second biggest
cost chunk after fuel.

BRANDING ELEMENTS OF PLAYERS

INDIGO-
Go IndiGo
Vistara
Fly the new feeling
The name Vistara has been derived from the Sanskrit term Vistaar which means
aerial expanse, and the logo depicts the mathematically balanced universe.

Spicejet
Red Hot Spicy / Flying for everyone

GoAir
Fly smart

Air India
Air India... Truly Indian / Your Palace in the sky