Marketing Mix

for Airlines
Team Members:
1. Pruthviraj Deshmukh
2. Akshay Jadhav
3. Ashwin Chaudhary
4. Harsh Atarde
5. Nikhil Naikwadi
MARKETING MIX
● The marketing mix is a tool for considering the different elements that go into promoting a brand and its products and
services.

● The term "marketing mix" became popularized after Neil H. Borden published his 1964 article, The Concept of the Marketing
Mix.Borden began using the term in his teaching in the late 1940's after James Culliton had described the marketing
manager as a "mixer of ingredients".

● The marketing mix is marketing strategy tool, which was traditionally limited to the core 4Ps of Product, Price, Place and
Promotion.The 4Ps were designed at a time where businesses were more likely to sell products, rather than services and
the role of customer service in helping brand development wasn't so well known.Over time, Booms and Pitner added three
extended ‘service mix P’s': Participants, Physical evidence and Processes, and later Participants was renamed People.

● 7P’s of Marketing Mix are as follows

1. Product 5. People
2. Price 6. Process
3. Promotion 7. Physical Evidence
4. Place
PRODUCT
0 Low-
1 Full Service 02 Cost

1. On ground services 1. On ground services

● Special services ● Checkin services
● Check in services ● Pickup and drop services
● Pickup and drop services ● Special services
● Jet lounge (premier class)
1. In-flight services
1. In-flight services ● Beverages, meals and entertainment
● Beverages, meals and entertainment ● Mobiles services
● Mobile services ● Seating option
● Special services
● Seating options

Note: Both Full Service and Low-Cost Airlines have “Transport” as their core
Product
PRICE
0 Low-
1 Full Service 02 Cost

• Charges premium prices for its services both on-board
and on-ground
• Believes in providing good and memorable flying
experience to its travellers at a reasonably premium
price.  •
• 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.
• Offers additional benefits to its regular flyer to maintain
their loyalty via reward points.
• Price includes meals, luggage and baggage charges,
amenities and extras.
• Provides service at minimum possible cost to
customers.
• Aim is to provide service at low cost rather than building
relations with customers.
Follows a dynamic pricing model based on the date of
booking ticket and supply demand management.
• Single class cabins with same price for all.
• Travellers have to pay extra for meals, luggage and
baggage charges, amenities and extras.
MUMBAI TO DUBAI FLIGHT COST
Rs. 16,000

MUMBAI TO DUBAI FLIGHT COST

FOR BUSINESS CLASS
Rs. 1,87,000.
PROMOTION
0 Low-
1 Full Service 02 Cost

● Indigo Airlines has come out with a few television

● By promoting their tagline “Air India…. Truly Indian”,
Commercials and online advertisements to promote itself.
Air India has leveraged huge gains by being able to
● The airline relies on its cost and availability to promote
promote their brand. 
its brand across the market. This investments in
● Air India has tied up with various travel agencies like
advertisements are low because it affects the cost.
yatra.com, goibibo.com, etc. 
● Its Broadway campaign which announced Indigo Airlines
●  Its promotion activities continue in the Indian
going international was done by Wieden+Kennedy creative
Railways website, wherein customers are easily able
agency.
to avail Air India tickets via the IRCTC portal, thus it
● Other promotion methods used by Indigo aircraft include
makes easy for the customers to plan journey
media vehicles like billboards, print media advertising and
accordingly and easily.
advertising on travel portals.
● Joint promotion with Amadeus, is a short term
promotional strategy which Air India implements.
PLACE
PEOPLE
PROCESS
PHYSICAL EVIDENCE
0 Low-
1 Full Service
1. On Ground
● Booking office
● Baggage Facility System
● Ground Handling System
● Boarding Pass
● Flying Ticket
● Jet Lounge
1. In-flight
● Amenities Provided
● TV screen
● Cleanliness
● Royal Ambience
02 Cost
1. On Ground
● Booking Office
● Baggage Facility System
● Ground Handling System
● Boarding Pass
● Flying Ticket
1. In-flight services
● TV screen
● Normal Ambience
● cleanliness
COVID-19 IMPACT ON AIRLINES
● Full-service network carriers are likely to be major losers since the recovery in international markets will be slower and
they may face new competition with the potential entry of new airlines in their home hub markets.

● Low-cost carriers are expected to concentrate in primary markets with possible entry in hub airports, and a general
reduction in frequencies at the route level.

● In a report released on July 3, CAPA India also talked of a higher capitalisation need for Indian airlines, up from $2.5
billion to $3.5 billion.

● Indian aviation sector may be reduced to just two to three players, from more than half a dozen now, including Air
India, IndiGo, SpiceJet and GoAir.

● Recent traffic has mostly comprised of essential repositioning traffic, with passengers that were stuck in the wrong
place when the lockdown was announced returning to their home base. Discretionary travel has been limited, as
reflected in the fact that more than 90 percent of bookings have been for one-way travel, compared with 40 percent
prior to COVID.
THANK YOU !