The airline is trying to reduce the headache one has to go through to get a ticket and that is why it has availed the online tickets. Indigo Airlines makes sure their flight deck crew meets all the regulatory and licensing requirements. Download. Competitive advantage in the Marketing strategy of Indigo Airlines. The companies are not associated with MBA Skool in any way. IndiGo’s Strategy . Indigo Airlines is considered one of the best airlines that offer professional services at economical prices. Its Broadway campaign which announced Indigo Airlines going international was done by Wieden+Kennedy creative agency. They take very good care of the shipments. Let us start the Indigo Airlines Marketing Mix & Strategy: The product strategy and mix in Indigo Airlines marketing strategy can be explained as follows: Indigo Airlines is one of the leading airline players in India. The investment in developing a creative communication strategy for your firm will provide you with a targeted blueprint aimed at developing your core message. The aircrafts are well maintained and provides comfortable journey to the passengers. Indigo has a highly professional staff which makes sure that their processes are smooth and hassle free. The consumers have to buy their meals in case they want to have anything on board. I check out everything online because of my job profile. They also provide supplementary services like web check in, food on board etc. IndiGo airlines shows how market-facing strategy and operating choices come together to make it happen. Indigo Airlines has fulfillment centers where customers can book and pay for their tickets. The chartered flight services still remain an area not exploited by Indian aviation industry and IndiGo airlines can play a major role in tapping the potential in that particular market. An airline advertising agency which provides impeccable airline advertising solutions for Indigo airlines. Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Indigo Airlines. It is also responsible for the entry, operation and return of the aircraft at the end of the lease. When consumers compare prices they find that Indigo Airlines provides them with low fares and quality, on time services. Your email address will not be published. The airline operates 679 daily flights to 40 destinations and is the second largest low-cost carrier in Asia. Indigo Airlines has entered international markets has boosted its brand value. The core product of Indigo airlines is of course Air travel. The engineering department maintains and repairs each aircraft whenever needed. It has been reviewed & published by the MBA Skool Team. I am a serial entrepreneur & I created Marketing91 because I wanted my readers to stay ahead in this hectic business world. Indigo Airlines provides low cost air transportation service to the consumers. Price is what gives Indigo its edge over other competitors, therefore it is an important component of it marketing mix. Although Indigo Airlines is among the biggest global industry players, market penetration is still the primary intensive growth strategy as the company is currently present in numerous consumer markets with further growth potential. Other promotion methods used by Indigo aircraft include media vehicles like billboards, print media advertising and advertising on travel portals. This is advantageous in that: it helps contain costs because new destinations will require infrastructure costs and help in creating more customers because they will be viewed as reliable in the few destinations they operate. Indigo’s cost control department has a huge role to play in this. With decrease in prices and increase in the number of passengers every day, Indigo faces a tough competition from SpiceJet and Air India. Currently it has 15 Airbus320 NEOs. It makes optimal use of technology to determine the petrol needed to travel from one place to another. Indigo Airlines has 14 new generation A320neos which forms a part of their 126 fleet. They serve 22 cities within India with 188 daily flights. Strategy Management at IndiGo Airlines 1. they have targeted.the middle class and lower middle class customers and it positioned itself as a Low Cost No Frills airlines In Indian Sub-continenet 8 P's Of Indigo Airlines 1. products Indigo Airlines provides 2 types of product services they … Related. In 2006, flying in India was a dream. This way, the airline gets the benefit of frequent flying in comparison to the others. The strategies adopted by Indigo Airlines to reduce its operational cost and enhance its revenue are discussed in the case. One of its major competitive advantages is that the air tickets can be booked online and the customer services are very friendly at the same time. which have helped the brand grow. Despite the decline in the aviation industry and global economic slowdown, IndiGo has accelerated its growth rate. Indigo Airlines gives discount to senior citizens and students. Following is the distribution strategy of Indigo Airlines: Indigo Airlines currently operates in 40+ destinations and the expansion is ongoing. IndiGo, the budget airline, has metamorphosed into the fastest growing and largest airline in India with a market share of 38.9%. Highly profitable and fastest growing airline in India. Hence, this concludes the Indigo marketing mix. Thus, IndiGo’s strategy is to provide more capacity on select routes, rather than spread itself thinly over several. I will surely update it slowly but steadily. However, IndiGo did come out with a few TVC’s of its own as well as does good advertising online. 3. So that’s one flaw I found. Marketing needs to be responsive to global events and crises to build brand trust between an airline and a passenger. Indigo airlines are preparing to add new promotional offers for the customers. It provides optional services of meals which are prepaid. This is their core product in their marketing mix. IndiGo is able to make consistent profits as it follows the strategy implemented by Southwest Airlines of the U.S. Therefore, we tried to understand its success story so far. Considering Indigo to be currently the best airline in India in terms of efficiency of flight operations, and profitability. Promotion in the marketing mix of Indigo airlines. I found the place description a little out of place, basically for one reason: online presence. While that is the case, the airline has ensured that its core strategies are maintained. Indigo Airlines is trying to expand its overseas network with more flights to Middle east and Southeast Asia. Literature review of the passenger airline business models Full service carrier, low-cost carrier and charter airlines. The goal of this marketing plan is to summarize a new online marketing strategy to attract the potential customers from other airlines, to draw in the very first time holidaymakers as well. There are several marketing strategies like product/service innovation, marketing investment, … In fact, that happens to be its competitive advantage when travelers are comparing prices. In Indigo Airlines SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors. This has largely been due to the fact that the airline increased its capacity and efficiency in its services while containing costs. By ben hun. As of now no. Airport operations and customer services(AOCS) department manages all the ground operations. The airline’s destinations can be found throughout the major cities of the country. 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. Tickets for Indigo airlines can be booked through different methods- online booking through its website, Through the mobile app, on call to the Indigo call center and through authorized travel agents. Price in the marketing mix of Indigo airlines. Place in the marketing mix of Indigo airlines. Products in the marketing mix of Indigo airlines. This marketing mix of Indigo airlines discusses the 4P’s which have been executed in an excellent manner by Indigo such that Indigo is one of the leading low cost carrier in the country. This gives an insight in the promotion and marketing strategy of the airline’s marketing mix. Segmentation helps the brand in understanding various groups of customers based on distinctive population variable.. Undifferentiated targeting strategy is what the brand uses to cater to the growing needs of the customers. IndiGo Airlines is one of the cheapest, if not the cheapest airline in India. IndiGo is one among the biggest fleets in the country with 98 planes and counting. This investments in advertisements are low because it affects the cost. This makes it one of the most sought airline services in India because of its quality services as well. Indigo has a fleet of 91 aircraft, it offers 564 daily flights connecting to 37 destinations including 5 international destinations. Marketing Mix of Facebook – Facebook Marketing Mix, Marketing Mix of Bentley – Bentley Marketing Mix, Marketing Mix Of Cheerios – Cheerios Marketing Mix, Marketing Mix Of Southwest Airlines – Southwest Airlines Marketing Mix, Marketing Mix Of Lufthansa Airlines – Lufthansa Airlines Marketing Mix, Marketing Mix of Oracle – Oracle Marketing Mix, Marketing Mix of SoftBank – SoftBank Marketing Mix, Compensation Management – Definition, Importance, Objectives, Types and Softwares, Law of Effect by Edward Thorndike – Definition and Meaning. The airline relies on its cost and availability to promote its brand across the market. Indigo has continuously built around this image through its tongue-in-cheek advertisements on television and print media. The names and other brand information used in the Marketing Mix section are properties of their respective companies. Indigo Airlines does a lot of promotions through billboards/hoardings. No airline has worked harder at capturing the local market better than IndiGo Airlines. • Indigo has a good opportunity to enter the aircargo market. Indigo airlines should focus on long haul aircrafts both for domestic and international sectors. Indigo Airlines seeks to add Doha and Sharjah via different routes to its destinations. So for services, i rarely write the remaining 3 P’s. Strategic Management Project IndiGo Since its Inception approximately ten years ago, IndiGo has created a brand name for itself through different strategy practices which are rarely seen in the Indian Airline Industry. Indigo uses computer-generated mechanisms to determine how much petrol it will need from Point A to point B. It was normal to catch the latest Shah Rukh Khan movie w hile you were served warm Chicken Tikka Masala for dinner, on a 1 hour 45 minute flight from Mumbai to Delhi. The aim of the organisation is to boost the current market show by at least 30%. The low-cost model strategy, purchasing only one type of aircraft and keeping the operational costs as low as possible coupled with an emphasis on punctuality are the main reasons for its success even when the airline industry in India was going through its rough. This marketing mix of Indigo airlines discusses the 4P’s which have been executed in an excellent manner by Indigo such that Indigo is one of the leading low cost carrier in the country. For instance, while the total airline capacity in India reduced by 4%, Indigo managed to increase its capacity by unprecedented 39%. It gives seasonal and time to time discounts on its mobile app and website. It provides special assistance to passenger with special needs, passengers with infants, Minors, expectant mothers and medical passengers. It communicated its key offering of reaching everywhere on time and also announced its international operations. Also read Indigo Airlines SWOT Analysis, STP & Competitors. Download pdf The airlines should also implement effective influencer marketing strategies. It is the largest airline in India in terms of passengers carried with a 36.8% market share as of February 2016. IndiGo revised its capacity addition for FY19 to 30% from 25%. We understand the competitive nature of the B2B marketing environment. I will update the article for In flight sales. The traveling is mostly for passengers but the cargo line of Indigo airlines is growing fast as well. IndiGo airlines shows how market-facing strategy and operating choices come together to make it happen. MBA Skool is a Knowledge Resource for Management Students & Professionals. Findings IndiGo airlines entered the low cost carrier market in aviation industry in 2006. The airline has adopted a strategy of connecting flights to other destinations from one destination such that customers will not have to book another airline to arrive to their destination. 2.2.2.2 Product Development (Secondary Strategy) What is the product development strategy? Thus, its savings on petrol is high and airline petrol is very very costly. Innovative marketing strategies are important for most of the industries, especially airlines. [INDIGO AIRLINES] IGTC 2 Service and retail marketing Page 8 Conclusion From the report we can conclude that IndiGo airlines have a competitive advantage over other services in terms of customer loyalty, services offered and the important of all the pricing strategy adopted by Indigo. Indigo Airlines Marketing Plan Travel and leisure Essay. It carries around 4,035,677 passengers in a month. Strategic Management Indigo Airlines 5347 Words | 22 Pages. The brand uses undifferentiating targeting strategy due to which it is losing out marketsshare in the competitive industry. As influencers have millions of fans, people love the things that those influencers promote. IndiGo was able to increase the passenger load factor by six percentage points, and increase its domestic market share of the domestic skies from 22 per cent in 2012 March to 28 per cent in 2013. People are daily reading news about the flight delays, bad customer service and those significant additional charges. The Marketing Mix section covers 4Ps and 7Ps of more than 800 brands in 2 categories. Set up in the year 2006, Indigo Airlines is one of the cheapest domestic airlines in India which is owned by InterGlobe Enterprises and Mr. Rakesh Gangwal. Their major responsibility lies in the safety and security of the passengers. Indigo Airlines is India’s most efficient low cost carrier operating flights to 43 destinations which includes 6 international destinations. Indigo is … Most analysts believe that the aggressive deployment of planes should take its market share to at least 45% in the next three years from 43% at present. Over the years it has become India’s most preferred airline due to its low cost fares and high quality. Which is why we strategically design marketing communications programs to accommodate evolving business landscapes. April 25, 2019 By Hitesh Bhasin Tagged With: Marketing mix articles. Marketing strategy for Indigo. Memorable storytelling and creatively design … There is no info about physical evidence, people, process. This strategy must be analysed in the context of industry competition and the financial health of its peers. The aim of the promotions is to increase the user base and also rope in new customers. Set up in the year 2006, Indigo Airlines is one of the cheapest domestic airlines in India which is owned by InterGlobe Enterprises and Mr. Rakesh Gangwal. Excellent offerings and on-board services provided by Indigo Airlines. IndiGo Airlines positions itself as a “low cost, no frills” airlines. Aviation turbine fuel prices constitutes about 40% of the operating cost of an airline. Whatever might cause a disruption in the industry, airline marketing teams should always be ready to protect and push forward the brand they are representing. It was started in August 2006 and in a decade it has grown to have a market share of 40.3% (as of December 2016). Show More. The airlines sells food, beverages, gift items as well as accessories in flight and although a small portion of the revenue, this definitely adds a lot to the bottom lines. In order to serve its customers, QANTAS airlines use a mix of Geographic, Demographic and Psychographic variables. Adoption of this strategy requires Indigo Airlines to lower the prices and use different marketing and promotional strategies to push the sales in the existing customer market. It was awarded the title of ‘BestDomesticLowCostCarrier’ MarketSegmentation Indigo airlines havesegmentedintoaCost Conscious Passengers service. Zoomtra.com is an authorized partner of Indigo Airlines. (May 2015). With its fleet of 78 aircrafts and as many as 508 flights daily, it operates 29 domestic and international destinations whiles its competitor SpiceJet as 56 of its aircraft operating 45 destinations. There are several marketing strategies like product/service innovation, marketing investment, customer … They ensure the smooth functioning of all the activities related to passenger travel. It was normal to catch the latest Shah Rukh Khan movie w hile you were served warm Chicken Tikka Masala for dinner, on a 1 hour 45 minute flight from Mumbai to Delhi. Indigo Airlines saves huge cost on this very expensive resource. Strategic Management INDIGO AIRLINES Europe Asia Business School Strategic Management Your Tutor's Name: Prof. Bella Butler Full name of the student: Deepak Namram Full name of the student: Gargi Kumari Full name of the student: Sujata Sah Student number: 09104 Student number: 09105 Student number: 09121 Due Date: 10th Sep 2009 Date submitted: 10th Sep 2009 We declare the attached …