ppt mrktng air deccan

8/22/2019 Ppt Mrktng Air Deccan

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Air Deccan

EVERYONE - CAN FLY

Made By: Group 10

SIDDHARTH B60

SWARNIMA B62

PRIYA B67


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The Indian

economy has

grown at an

average rate of

around 8% in

the last

decade: The

rise in business

and leisure

travel (bothdomestic and

international)

Since 2003,

when low fare

travel in India

was usheredin, a number of

low cost

carriers (LCC)

have entered

to serve thisfast growing

market

However, all of

the LCC

carriers and

with rareexceptions

even the full

service carriers

(FSC) charging

higher fareshave been

making losses.

On 19

December

2007, it was

announced

that Air Deccan

would merge

with Kingfisher

Airlines.

An Overview


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LCC

A low-cost carrier

Or low-cost airline

Considered as a no frills, discount or cheapflight

An airline offering low fares with fewer

comforts.


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Strategies planned by Air Deccan

Misson : Provide reliable, low cost and safe travel to the

common menStrategies:

High Aircraft Utilization

Route planningDynamic pricing

Cost reduction

Marketing & promotion


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Major players in the Industry


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Positioning of Different Carriers:


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Empowering every Indian to flyVision:

To demystify air travel by providing

reliable, low cost and safe travel to

the common man by constantlydriving down the fares as an on going

mission.

Mission:


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No Frills

This means that it does not offer any complementary services offered by

other full-service airlines.

Complimentary services include multi-cuisine food, airport lounges,

magazines, entertainment, etc.

Incur not only the basic cost of food but also the cost of oven,

microwave, preheated food cabins and serving trolleys.

Moreover, the aircraft becomes lighter as a result of offloading of

heating appliances which increases the fuel efficiency of the aircraft.

This reduces costs associated with food, appliances, heating and serving

(stewards and stewardess) thus, resulting in major costs savings.


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STP ANALYSIS

SEGMENTATION

-geographic

TARGETING

-smallbusiness man

-middle class

POSITIONING-LCC

-quality


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MARKETING MIX


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Product

No frills air travel.

Price

Air Deccan has low fares 25% of seats at pricing between Rs 700 to Rs

1500

50% of seats were priced half of FSCs

The rest 25% seats priced 70% FSCs.


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Place

It provides its services in 8 cities

Customers can book their ticket by calling the 24

hour call center.

The customers also get their tickets in retail outlets

Promotion

Promoted through print and outdoor media Its advertisement mainly focus on low fares.

Television advertisement


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RE- BRANDING

Purpose: to re-energize the brand

Before

Deccan colors withyellow and blue

Crew uniform-Blueand white

After

Signature color of redwas incorporated intodeccan aircrafts

Changed to red


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SWOT ANALYSISStrengths :

Leader in LCC segment

First to target the middle class : First moveradvantage

Highest load efficiency A Lean-and-Mean approach to staffing

Weaknesses : Focuses mostly on South Indian market

Limited staff


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Opportunities :

Plenty of scope for expansion of operations

Could start Seasonal Employment

Threats :

High attrition rate

The threat of new entrants into Low Price

Segment especially IndiGo, Go Air and SpiceJet

High Risk Perception


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Why Low Cost Airlines are not so

successful in India ???


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Reasons

Failed in effective administration

Poor services

Unable getting subsidiesLess interest of Government

Failed in building trust factor


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INNOVATIVE SUGGESTIONS BY WHICH

THEY CAN KEEP THEIR COST LOW

They should minimize the days of their flight.

Discount offers on occasions & for Newlymarried couples.

Toll-free number on which tickets can be

easily booked.


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CONCLUSION

Air Deccan was successful in starting a low cost

carrier and was able to carry forward the initiative

that it has undertaken. The current scenario is

something different as Air Deccan was overtaken byKingfisher.

On 28 September 2011, Chairman Vijay

Mallya announced that the company would soon

stop operations of Kingfisher Red as it did not believe

in low-cost operations any longer.
http://en.wikipedia.org/wiki/Vijay_Mallyahttp://en.wikipedia.org/wiki/Vijay_Mallyahttp://en.wikipedia.org/wiki/Vijay_Mallyahttp://en.wikipedia.org/wiki/Vijay_Mallya


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ppt mrktng air deccan

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