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!" 
I Harivansh Verma declare that this
project titled ´ PROMOTIONAL STRATEGY OF
INDIAN AIRLINESµ is an original work done
by me under the guidance of Dr. Devashish
Bose ( Director) . I further declare that it is
my original work as a part of my academic
course .
ë Executive summary
ë Objectives
ë Introduction
ë History of Indian Airlines
ë Revenue for Indian Airlines
ë SWOT analysis of Indian Airlines
ë Marketing strategy
ë Marketing initiatives
ë Concequenses of marketing strategy
ë conclusion
ë The current millennium has unfolded new
business rules , most the significant of them
being that company has to constantly look
into mind`s of customer . Customer loyalty
play`s a significant role and today securing
that loyalty requires quality at right price
and of course last but not the least i.e
creating awarness about their service .It
was a great experience in collecting
information of such a reputed company ,
which has in it the ability to retain
costumer
I feel great pleasure in doing my project
´ PROMOTIONAL STRATEGY OF INDIAN AIRLINESµ .
The whole hearted support of the exeutives of
the Indian Airlines has enabled me to complete
this project.
This project is all about the ´Marketing initiatives
taken by Indian Airlinesµ with a rapidly changing
technology , social , economic , political- legal
and the trend toward`s globalization of business
and industry , emerging of various private
airlines ; effective promotional strategy has
become a very challening job .
V To Identify the service offered by Indian
Airlines.
V To study the promotional strategy followed
by Indian Airlines
ë The erstwhile     Limited or
currently known as Indian, was India·s first state
owned domestic airline. Indian Airlines was set
up under the aegis of federal Union Ministry of
Civil Aviation and based in New Delhi. Its main
bases were the international airports in Chennai,
Mumbai, Kolkata and New Delhi
ë Till 1990,     enjoyed a monopoly in
the Indian air space. However, The economic
liberalisation process initiated by the
Government of India ended Indian Airlines'
dominance of India's domestic air transport
industry. Indian Airlines faced tough competition
from private airlines like Jet Airways
ë    or   is completely
owned by the Government of India and
together, with its subsidiary Alliance Air,
Indian carries a total of over 7.5 million
passengers annually. Indian joined hands with
Air India in 2007 and are collectively known
as Air India. Indian is referred to all the
domestic flights, while Air India refers to all
the international flights.
ë The new airline's headquarters is stationed in
Mumbai, and have a fleet of more than130
aircrafts
ë Indian Airlines, in its new „ „ of Air India
can be identified with its key color as orange
and a contemporary graphic representation
of a flying swan with the „
„„ placed inside it, the imagery
depicting traditional Indian hospitality and
service
ë It was set up on June 15, 1953 after legislation came
into force to nationalise the entire airline industry in
India. Two new national airlines were to be formed
along the same lines as happened in Britain with
BOAC and BEA. Air India International took over
international routes and Indian Airlines Corporation
took over the domestic and regional routes.
ë Eight former independent domestic airlines; Deccan
Airways, Airways - India, Bharat Airways, Himalayan
Aviation, Kalinga Air Lines, Indian National Airways,
Air India, Air Services of India, were merged to form
the new domestic national carrier. Indian Airlines
Corporation inherited a large fleet of 74 DC-3
Dakotas, 12 Vikings, 3 DC-4s and various smaller
types from the 8 airlines that made it up
ë Today nearly 80% of the customer are
provided by the travel agent to the Indian
Airlines and these travel agent are 2000 in
number spanning the whole country . Indian
Airlines provides 5% and 7% commission on
domestic and international fares respectively
to the travel agent .
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ë The product that Indian Airlines sels are space ,
it may be its seats or cargo space . This product
is highly perishable and costly . Airlines earn
revenue by selling this space . This means that
higher the seats sold , more is the revenue
generated . Thus if the plain goes in the air with
empty space ,this means that much space has
perished . Thus the life cycle of the airline`s
product begins and ends with each flight . To
manage this situation a well developed
marketing strategy is required , such a strategy
considers a portfolio of product and takes into
account the anticipated moves of competitors .
Indian airlines took number of economic
initiatives and brought about significant
improvements in its product . Sustained and
meaningful campaign was launched to
disseminate information about the
improvement`s

The marketing initiatives taken were :-


d Extra seat
d Wider seats
d Choice of meals
d Senior citizen discount
d Check -in plus
d Diet special.
d Dial- a- cancellation
d Reporting time
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ë Aircraftutilization has increased.
ë Productivity of pilot rised.
ë Increased international operation .
ë Employee morale.
ë Passengers perception improves
ë The healthy competition of domestic air lines
has set new trends in the quality of service.
Previously in the monopolistic environment
of Indian Airlines the quality and the desire
to win over the constraints was totally
missing . With the up coming of Jet Airways
there is sea changes in the quality of service
and the pride of the job .
M Hence today it is the matter of great
significance that the Indian Airlines staff now
cares about the passenger comfort and takes
pains to see that the flight is on time .
ë Advertising has brought awarness among the
people regarding Indian Airlines
ë It is seen that people who are aware of the
airline are not just verbally aware but also
prefer to travel by that air lines . This
depicts that the effect of advertising of is
directly propotional to the uses to the
airlines.
ë It is a fact that it is mandatory for the
government officials to travel by indian
airines .
d Due to constraint of time , a larger number
of topic were not chosen.
d Marketing strategy of a company is indeed a
closely guarded secret especially in the face
of stiff competition as in the case of the
airlines sector in India . Therefore to
extract information on the marketing
strategy was a difficult task .

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