OF MANAGEMENT AND RESEARCH, KANPUR
Batch – 15TH Batch
(2009 – 2011)
SUBMITTED TO: SUBMITTED BY:
Mr. Abhishek Srivastava Sneha Arora (1256) (Lecturer Retail & Marketing)
I am indebted to the all powerful ALMIGHTY GOD for all the blessings he showered on me and for being with me throughout the study.
I would like to express my sincere thanks to my institute Dr. Gaur Hari Singhania Institute of Management and Research who provided me an opportunity to do this project.
I am deeply obliged to Mr. Abhishek Srivastava(Faculty Marketing) for her exemplary guidance, cooperation and support which enabled me to complete my project and without whose help this term paper would not have been success.
I also take this opportunity to express my deep gratitude to my loving parents and colleagues who are a constant source of motivation and for their never ending support and encouragement during this project.
The Airline Industry
The aviation industry in India has grown by leaps and bounds in recent years in terms of kilometres flown as well as customers serviced. The economy of a country is substantially determined by the quality of air transport. The airlines today have made themselves more popular among its customers by various marketing tactics like: * Reduced costs of air tickets for frequent flyers.
* E-ticketing i.e. virtually eliminating the need for agents. * Selling tickets through online auctions, various freebies and accommodation offers provided at lower rates. * Improved and interactive staff.
* Increase in aircraft capacity
These are a few of the many reasons for the increasing popularity of the airlines. In terms of quantity the airlines industry turnover in the year 99 was approximately 44 billion, 14 million passengers travelled using its services. I have chosen the airline JETSET a domestic carrier. THE SERVICE MARKETING TRIANGLE
One can better understand the workings of airlines by looking at its marketing triangle.
ENABLING PROMISES MAKING PROMISES
There are three entities in the entire transaction
He is the person who wishes to satisfy his need i.e. of Transportation from one destination to another. Company:
This is both the dreamer and the offerer. It is the various airlines, which offer its aviation services to satisfy the customers demand for transportation from one destination to another. For e.g.: The Indian airlines Provider:
These are finally the people who interact with the customers. They are the ones who carry out the final transaction. The customers actually come in contact with the service provider and not the company. For e.g.: The Airhostess and the crew.
Segmentation in Airlines
Segmentation in airlines can be done on the following basis:- 1. Usage: Under usage segmentation it is determined what is the usage or purpose of travelling. On the basis of usage customers can be further divided as: Business travelers:
They are very important for the profitability of the airline. They are willing to pay a premium price.A flexible reservation services is very critical to them as most of their tickets are not booked in advance and also have a chance of cancellation. Also since they are frequent fliers they would certainly look for certain extra facilities. Business travelers include:- * Industrial Customers: It includes big industrialist, firm owners etc. * Executive class: It includes chief executives, managers, chartered accountants etc. Leisure travelers:
They are a totally different...