presentation on service marketing on domestic airline sector

SERVICE MARKETING DOMESTIC

AIRLINE SECTOR

Presented By:Diwakar Das

Pooja AgarwalPrachi Khemani

Shruti JainVibhav Kaushal

MARKET SIZE• Total domestic passengers carried by the scheduled domestic airlines between January and April 2013 were 20.289 million, revealed the official statistics.

• No-frill carrier IndiGo lead in terms of market share with 29.7 per cent of the pie, followed by Jet Airways-Jet Lite combine at 22.6 per cent, Spice Jet 19.6 per cent, Air India Domestic 19.2 and Go Air at 8.9 per cent for the January-April 2013 period.

• The air transport (including air freight) in India has attracted foreign direct investment (FDI) worth US$ 449.26 million from April 2000 to march 2013, as per the data released by Department of Industrial Policy and Promotion (DIPP).

29.7%

22.6

19.6%

19.2%

8.9%

MARKET SHARE

INDIGO

JET AIRWAYS + JET LITE

SPICE JET

AIR INDIA

GO AIR

ROAD AHEADPrivate participation in expanding air transport network and related infrastructure has propelled growth of air traffic in a big way in India. Industry analysts estimate that India would be the third largest aviation market by 2020, whereby it would be well-equipped to handle 336 million domestic and 85 million international passengers

Mr Ajit Singh, the Minister for Civil Aviation, has further revealed that in order to enhance air connectivity, airlines are expected to add around 370 aircrafts, worth US$ 27.5 billion, to their fleet by the year 2017. Moreover, it is estimated that commercial fleet size would reach 1, 000 by 2020 from 400 today, and 1, 000 General aviation aircrafts by 2020 including fleet renewal. Estimated investment requirement for the General aviation aircrafts alone is to the tune of US$ 4 billion.

RELATING WITH SERVICE MARKETING MIX

The service marketing mix is also known as an extended marketing mix and is an integral part of a service blueprint design. The service marketing mix consists of 7 P’s as compared to the 4 P’s of a product marketing mix. Simply said, the service marketing mix assumes the service as a product itself. However it adds 3 more P’s which are required for optimum service delivery.

The product marketing mix consists of the 4 P’s which are Product, Price, Place and Promotion.

The extended service marketing mix places 3 further P’s which include People, Process and Physical evidence. All of these factors are necessary for optimum service delivery. 

PRODUCT• Transportation •On Ground Services- Check in, Airport lounges, Immigration• In Flight Services- Food(Cuisines), Entertainment, Magazines• Special Assistance- Medical Care, Child Care, Care to Handicap • Cargo Services

PRICE

Price depends on the following factors:-• Class Of Travel• Date Of Booking• Routes• Day Of Travel

PLACE• Airport• Travel Agency• Internet

PROMOTION• Television• Newspapers• Magazines• Banners/Hoardings• Internet

PEOPLE• Customers• Skilled & professionally trained pilots• Ground staff• Flight attendants• Freight movers & packers• Security personnel

PROCESS

• Reservation• Check in• Baggage handling• Food Service• Entertainment

PHYSICAL EVIDENCE• Air ticket• Boarding Pass• Aircraft Seating • Aircraft Interior • Cleanliness• Ambience

RELATING WITH CHARACTERISTICS OF SERVICES

• Intangibility- Transport Service• Inseparability- Passenger & aircraft• Heterogeneity- Differs on the basis of class• Perishibility- Lasts till the duration of journey or till the airport

TYPE OF SERVICE PROCESS?

Aviation industry is a people processing service industry as the passenger himself

need to be present to take the service without him it would not be possible .

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