Founded 2004

Commenced operations 23 May 2005

 Indira Gandhi International Airport (Delhi)
Hubs

 Chennai International Airport

 Chhatrapati Shivaji International Airport (Mumbai)
Secondary hubs  Netaji Subhash Chandra Bose International Airport
(Kolkata)

 Bengaluru International Airport (Bangalore)

 Cochin International Airport (Kochi)
 Pune International Airport
Focus cities  Rajiv Gandhi International Airport (Hyderabad)
 Sardar Vallabhbhai Patel International Airport
(Ahmedabad)

Fleet size 25
Destinations 22
Company slogan "Get More When You Fly"
Headquarters Gurgaon
Key people Neil Mills, CEO
Website SpiceJet.com
Area served India, Srilanka, Nepal
 Kalanidhi Maran
Key people

 Airlines & Aviation

Services
Revenue $400.52 million USD (2009)
Employees 2,000+ (2009)
 SpiceJet is a low-cost airline headquartered in Gurgaon, India. It began service in May
2005 and by 2008, it was India's second-largest low-cost airline in terms of market share.
SpiceJet was voted as the best low-cost airline in South Asia and Central Asia region by Skytrax
in 2007. Following the acquisition by Kalanithi Maran, Spicejet went to be part of Kal Airways,
Sun Group in 2010.

SpiceJet, India's leading low cost airline, is a

reincarnation of ModiLuft. It is promoted by Ajay Singh and
the Kansagra family. SpiceJet marked its entry in the Indian
skies with 99 fares for the first 99 days, with 9,000 seats
available at this rate.

This deal was followed up with a 999 promotional

scheme on select routes. Their marketing theme "offering
low 'everyday spicy fares' and great guest services to price
conscious travelers. Their aim is to compete with the Indian
Railways passengers travelling in air conditioned coaches.

On 15 July 2008 Billionaire Wilbur Ross suggested he would invest 345 crore
(US$76.59 million) in the low cost airline. The board of directors of SpiceJet accepted an offer
in-principle from the US-based PE firm that would make available about 345 crore (US$76.59
million) to SpiceJet, a joint statement issued by SpiceJet and WL Ross & Co.

Indian media baron Kalanidhi Maran acquired a major stake (37.7%) in this airline on
June 2010. On December 9, 2010, SpiceJet made a firm order for 15 Bombardier Dash 8 Q400
and options for another 15.

Destinations
SpiceJet flies to 22 destinations across India, Nepal and Sri Lanka. It commenced
international operations with flights from Chennai to Colombo, Sri Lanka on 7th October 2010,
and flights from New Delhi to Kathmandu, Nepal on 9th October 2010.

Segmentation:
 Major segment by SPICE JET is upper middle class, business people, small
entrepreneurs, top level managers, and other people seeking in budget travelling via air.

Target market:

Spicejet has targeted the high-medium income group and also need of speedier
travelling. Also targeted the consumers who keen to have air travel but at low cost and not much
facilities.

Positioning:

“SpiceJet, India's leading low cost airline”

Company positioned its brand in the mind as

people as India’s leading low cost airline. For that
company tried to reduce its costs and make possible
affordable price for air travelling with satisfactory
facilities provided.

AD Campaigns:
SpiceJet aims to expand user base with its maiden TV campaign
SpiceJet has announced the launch of its first set of television commercials communicating
unique customer service features and product benefits, thus, aiming to redefine the way this
category communicates.

SpiceJet has announced the launch of its first set of television commercials communicating
unique customer service features and product benefits, thus, aiming to redefine the way this
category communicates.

“The campaign comprises five TVCs, all of which are stitched together with a singular campaign
promise, enunciated in the campaign line, "Get more when you fly SpiceJet”, said Bhaskar
Ghosh, VP, account management, Contract Advertising. “It aims to gently provoke those who
have not experienced flying with SpiceJet or do not fly regularly with it to take note of value-
added features and benefits they can expect to enjoy while flying SpiceJet."

Each film describes the travails of a non-SpiceJet traveller – with a subtle irony as the voiceover
guides the viewers through each character’s situation; and the film ends by highlighting the fact
that this person always had the choice of flying SpiceJet which could have solved his problem.
Besides communicating consumer benefits such as web check-in, the films also highlight
SpiceJet’s network and reach.
SpiceJet bets big on online advertising
OBJECTIVE: MORE REACH WITH LOW COST

SpiceJet India aims to increase its revenue through the ad space selling on its website. The
company is focusing on Internet marketing, search engine marketing and database marketing to
promote Spicejet.com as well as specific promotions and offers to their database of SpiceJet
guests.

SpiceJet currently has two prominent positions on the homepage and a few positions across the
site. Spaces are also available on the e-tickets and mailers in the form of signature lines or slugs.
It also has a database of more than eight lakh registered users and promotional mailers to this
database are also available to advertisers.

Samyukth Sridharan, Chief Commercial Officer, SpiceJet Ltd, said, “We are a transaction-based
site, hence customers who visit our site are serious customers. The average visitor spends 4.8
minutes on our site, which is huge compared to any other online portal. We are targeting Rs 80-
100 million in the first year through online ad sales. Our competitors are all online portals like
Indiatimes.com, ebay.com, etc.”

The ad properties can also be bought on fixed rates for certain duration. The spaces can be
bought directly through SpiceJet or through their online agency, Interactive Avenues. The
SpiceJet model works on CPM, CPL and CPA deals, which are used to achieve brand building
and direct response at the lowest cost.

“Our share of the domestic aviation traffic stood at 10.5 per cent in the January-March 2008
period. Online bookings through Spicejet.com and through our online distribution partners is
nearly 50 per cent of all tickets booked. Currently, we have started with a few positions available
on our site, and based on the response we receive, we will look at increasing the number of
positions and come up with innovations,” Sridharan added.

According to industry experts, Internet penetration in India was estimated to have grown at an
average of 60 per cent in the last five years, while online advertising was estimated to be worth
Rs 750 crore by 2010.
 SpiceJet set to move away from clichéd airline ads

Low cost airline, SpiceJet is looking to revamp its image through its first brand
campaign, launched last month, which says - Get more when you fly. With Contract Advertising
as its new creative agency since December, the airline aims to move away from the regular price
point led advertising and focus on its special flying services.

The airline will therefore highlight services such as web-check in, taking care of
unaccompanied minors for no extra charge or taking along one's sports kit for free in its ad
campaign using schematic and subtle creatives.

To ensure the success of this campaign SpiceJet is keen on exploring all forms of media
including magazines, press, outdoor media, television and radio. Digital media like banner
advertising and search engine optimization are also being looked into to make an imprint on
consumers.

SpiceJet hopes this campaign will turn the tide in the airlines’ favour ahead of the peak
holiday season at the end of the year.