Marketing Plan of Indigo Airlines

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IndiGo Airlines

The aviation sector is one of the major economic drivers for prosperity, development and employment in a country. The rapidly expanding aviation sector in India handles about 2.5 billion passengers across the world in a year. Currently, India is the ninth largest civil aviation market in the world. India is expected to be amongst the top five nations in the world in the next 10 years. But the Indian Aviation industry has been going through a turbulent phase over the past several years facing multiple headwinds. With the government allowing 49% of FDI in civil aviation recently there is going to be a lot of happenings in this particular sector. So we as a group decided to focus upon one of the major domestic players in our civil aviation industry i.e. IndiGo Airlines

Group C6 Group Members:
1) Aditya Khajuria (2012130) 2) Mallika Grover (2012151) 3) Raunak Arora (2012169) 4) Rohan Harsh (2012173) 5) Shreya Chaurasia (2012175) 6) Vinay Harinarayanan (2012184) 7) Vineet Shreshtha (2012185) COMPETITORS AND THEIR MARKET SHARE:

The following are the competitors and their market share in the Indian market.

Data From FEB-2012. KFA has lost major part of their market share since then.

CORPORATE OBJECTIVE:

We believe that we offer the lowest fares by staying focused, which keeps our costs down without cutting corners or compromising on things that matter. IndiGo is built for people with things to do, places to be, people to see - who don't want to waste time, money or energy in the process. By minimizing the cost/time/tension of air travel, IndiGo opens up a country full of opportunities. With IndiGo, you've got a billion reasons to fly! IndiGo incorporates the best hardware, software, interface design & personnel from around the world. The Indigo team uses all of these resources to design processes and rules that are safe and simple, that make sense, and that cut waste and hassles, which in turn ensures a uniquely smooth, seamless, precise, gimmick-free customer experience at fares that are always affordable. IndiGo focuses on doing one thing, and doing it well.

MARKETING OBJECTIVES:

Volumes and Profits
The domestic airlines carried 39.82 million passengers during January-August 2012, as against 39.63 million passengers during the corresponding period of previous year.The revenue on the domestic network increased by 33 per cent during April-August 2012 period as compared to the same period last year, presenting an increase of Rs 531 crore (US$ 98.33 million).Indigo posted Rs 650 crore profit in 2012 and is the only huge profit making airline in India. IndiGo’s objective is to maintain the highest market share amongst the Indian Carriers. IndiGos current market share is 27 %. Having clocked a profit of over Rs66 Cr in the first fiscal, Indigo aims to achieve a profit of around 340 Cr by year end. The passenger traffic has grown at the rate of 17-18 per cent in the last few years. According to an assessment of the overall outlook of the sector, the fleet of the commercial airlines is expected to touch approximately 1,000 aircraft in 2020. The air transport (including air freight) in India has attracted foreign direct investment (FDI) worth US$ 438.39 million from April 2000 to June 2012, as per data released by Department of Industrial Policy and Promotion (DIPP). Foreign airlines carry 82 per cent of India’s air cargo traffic, which is projected to grow at 10-12 per cent rate over the next five years. Time Frame

Having clocked a profit of over Rs66 Cr in the first fiscal, Indigo aims to achieve a profit of around 340...
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