MARKETING MANAGEMENT

EMERGING ENVIRONMENT OF
AIRLINES

Presented By –
Kirti, Divya, Harendra,
Praveen
FACTS OF THE CASE
• Air Corporation Act, 1953
• ATO’s permitted to import aircrafts.
• Announcement by Minister of Civil
Aviation.
• Meaning of ATO (Air Taxi Operators)
• The main ATOs.
• Two aspects from marketing standpoint.
• PLF – Passenger Load Factor
•
•
•
•
PROBLEMS
• Low PLF
• Lack of facilities at airports
• High cost of fuel
• Delays
• Timing and punctuality issues
• Negligence of Customers other than
business executives and tourists
• Poor access
•
•
INDIAN AIRLINES – AN
ANALYSIS
q Problems Faced
• Decreasing market share
• Supply > Demand = PLF low
• Nominal market leader
• Poor services
• Poor investment return on the training of
the employees
INDIAN AIRLINES – AN
ANALYSIS CONTD
q Steps to maintain & improve market
position
• Low cost tickets
• Time to time offers
• Packages for other frequent travelers
• Focus on feeder routes
• Improvisation in the services provided
• Inexpensive food
•
•
SERVICE DIFFERENTIATION
• Cut down airfares with increase in
standards of services
• Short waiting lines
• Fast security checks
• Short check in – check out time
• Variety in food
• Communication of delay in flights
• Good in-flight movies
• Hot pre-flight towels
• Comfortable seats
SERVICE DIFFERNTIATION
CONTD

• Polite, active & attentive flight attendants

• Service should not be hampered during
shift changes
• New and colored logo which brings lively
charm
• Waiting time should be less
• Service with smile
•
STRENGHTS OF VARIOUS
ATO’s
q East – West Airlines
• By far the largest
• Rs. 300 crore turnover
• Economy class better than others
• Seeing to attract travelers from gulf


q Damania
• First to exploit differing needs of
customers.
• PLF – 70 %
• Leader of major routes.
• Drinks on house, flowers & choice cuisine

q ModiLuft
 Strong business traveler appeal
 PLF – 80 %
 Provides world class services
 Provides incentives such as frequent flier
programs
 Highest punctuality rate – 98.5%


q Jet Airways
• Youthful fleet
• PLF – 65%
• Extra space in business class
• Round the clock-reservation
• Faster access for foreign tourists

q NEPC
• New routes – less competition


q Archana
• Tie ups with tourism corporations
• Special deal with MP government
• Cooperative tie-ups for feeder routes
• 100% PLF in Delhi-Kulu sector
Airlines / TURNOVE PLF SERVICES OTHERS
Bases R PROVIDED
EAST – 300 crore - Better Attracting
WEST economy class gulf
DAMANI 97 crore 70% Drinks on travelers
Leader of
A house, flowers major routes
MUDILU 100 crore 80% & choice world Provides
Provides
FT cuisine
class services, incentives
JET 127 crore 65% punctuality
Extra space, Youthful
AIRWAY round the fleet
S
NEPC 3.5 crore per - clock rev. New routes
ARCHAN month
3.5 crore 100% for Tie - ups
A one route


 THANK YOU