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INSTITUTE FOR INTEGRATED LEARNING INMANAGEMENT
GRADUATE SCHOOL OF MANAGEMENT
DOMESTIC AIRLINESFUDGE & BEWILDEREDCUSTOMERS
Submitted by: Submitted to:
Abhishek Swami Prof. Ajeet Sharma
Gaurav Yadav
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Ishu Mann
Madhav Uniyal
Nupur Roy
Rahul Goel
Rukhsar Julekha
Objective
To determine the present scenario of the five private airlines service
in India.
To study the approach of the general public toward these airline
services.
To study the growth and expansion of Domestic Airlines.
To study the structure and workings of Domestic Airlines.
To compare various Domestic Airlines.
To study the achievements of Domestic Airlines.
To know the important aspect of Domestic Airlines.
Scope
The betterment of the onboard services.
Providing affordable airfares.
Developing more airline destinations.
Methodology
Using statistical tools: Pie charts and Bar graphs.
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Using marketing mix methodology.
Using survey sheets: through hand distribution.
Using online survey: through email distribution..
A Brief Introduction of Airlines
GoAir Airlines
Established in June 2004, GoAir Airlines is a low-cost budget airline,
based in Mumbai. It has been showcased as The People's Airline. It is
promoted by Wadia Group, which has been at the forefront of industry in
India, for the past 116 years. GoAir Airlines is the brainchild of Jeh Wadia,
who is the Managing Director of GoAir.
IndiGo Airline
IndiGo is the latest entrant to the domestic civil aviation space in India.
Based in Gurgaon, Haryana, India, the low cost carrier took off its
inaugural flight from Delhi to Imphal (via Guwahat), on August 4, 2006.
InterGlobe Enterprises, a renowned travel corporation, is the owner of
IndiGo.
Jet Airways
Jet Airways is Indias premier private airline. Naresh Goyal is currently the
chairperson of Jet Airways, who is also the founder of the airline. It holds
the distinction of being the second largest airline in India, next to
Kingfisher. Jet Airways has won a number of awards in recognition of the
world-class standards of its service.
Kingfisher Airline
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Kingfisher Airlines is a private airline based in Bangalore, India.
Currently, it holds the status of India's largest domestic airline, providing
world-class facilities to its customers. Owned by Vijay Mallya of United
Beverages Group, Kingfisher Airlines started its operations on May 9,2005, with a fleet of 4 brand new Airbus - A320
SpiceJet Airlines
SpiceJet is a low-cost airline of India, headquartered in New Delhi. The
airline started its operations in May 2005, with an aim to become Indiasmost preferred low cost airline, by providing the lowest air fares and the
highest consumer value to the price sensitive consumers of the country.
The Market Research
Define the problem:
In this project we are making a research on which airline service is mostly
preferred by the Indian consumers. The airline services used for the survey
are:
Indian
Jet airways
Kingfisher
Spicejet
Indigo
Goair
Develop the research plan
Data Source: As researchers we collected the primary information by
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approaching the prospects of the sample directly.
Research approach: We have collected the primary data by doing survey
in Delhi and other NCR regions. Surveys are best suited for descriptive
research. We have done this survey to know the peoples knowledge,beliefs,preferences and satisfaction regarding their choice about the airline
services.
Research Instruments:The instruments used to analyze the samples
questionnaire. A questionnaire is consist of both open end and closed-end
question.the close end questions helps us to directly know the idea to the
point whereas the o pen end questions helps us to take suggestions and the
inner view points of the sample prospects in an elaborate manner.
Sampling plan:
1.Sampling unit: here the sample unit is consist of all those people who
travel by flight. It includes both business travelers as well as vacation
travelers.
2. Sample size: as we are making a survey over a small area and for a small
duration so our sample size is consist of only 30 prospects.3. Sampling procedures:To make the research we have selected a
convenience sample,the most accessible population members from Greater
Noida and Delhi.
Collect the Information:In this process of collecting the information we are distributing the
questionnaire among prospect present in the area of new delhi and its NCR
.
Analyze the information:In this method we have gone through each answered question and selected
the best option as the net outcome.the airline service in which people travel
the most are kingfisher
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After analysing the data collected yet,it has clearly shown in the previous
bar graph that Kingfisher has occupied the place in customers mind.
On the basis of affordability this pie chart shows about which airlineservice is most preferred:
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Present the findings:
In this report with the help of bar graphs and pie charts, we have showing
the preference of customer in Air service and also which airline is perfect
or we can say lies on the top of customer mind.After thet we have compare
the customer preferred airline with the airline which is on the top of the
market at present.
Make the decision:
After analyzing all the steps of market research, the last step is to makedecision that which airline is best according to the customer.Though
primary market research done by us shows that people prefer to use
kingfisher but the secondary data collected from website and other
magazines signifies that Jet Airways occupy the maximum percentage of
market share.
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PRESENT CONDITION OF MARKET
Market share
Current market share of Indian carriers in the domestic aviation market isshown below:
Jet Airways and Jet Lite 25.9%
Kingfisher Airlines 21.4%
NACIL 18.2%
IndiGo 15.7%
SpiceJet 12.6%GoAir 5.9%
Paramount Airways 0.3%
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THE 4 PS OF MARKETING
Product Mix
Giving a Feel For The Product Inside a Service Wrapper .
Consumers are demanding not products, or features of products but
the benefits they will be offered. The airline product includes of two types of services:
1. On the Ground Services.
2. In-Flight Services.
Price Mix
Premium pricing:- Use a high price where there is a uniqueness
about the product or service. Such high prices are charge for luxuries.
Cheap-value pricing:- This approach is used where external factors
such as recession or increased competition force companies to
provide 'value' products and services to retain sales.
APEX fares:- Apex or advance purchase fares are special fares valid
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on economy class on specified sectors. They are much lower than the
normal fares.
Place mix
Online 24-hour reservation Systems.
Tour Operator
Travel Agent
Promotion Mix
Advertising- keep in mind the image of the country,
tourist attraction, cultural heritage
Publicity- Travel agent, PRO, media people Sales promotion- Tour operators, frontline staff
People Mix
Reliability
Caring Attitude
Goodwill
Process mix
Reservation.
Flight Information.
Facilities at The Airport.
Baggage Handling.
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Meal Service.
Flight Entertainment.
Deliver Quality Service.
COMPARISION BETWEEN JET
AIRWAYS AND KINGFISHER
KINGFISHER JETAIRWAYS
Kingfisher is one of the latest
Airlines in INDIA.
Kingfisher acquired 46%
share in Air Deccan.
Domestic airlines poised to gointernational flights.
In a short span of 2 years its
market share has become 28%
including Air Deccan.
Personal in-flight
entertainment in every seat.
It was awarded the Best New
Airline Of the Year award.
Already have training academy
Kingfisher is one of only 6
airlines in the world to have a
5 star rating
from Skytrax, along withAsian Airlines, Malaysia
Jet Airways is the experienced
airline in INDIA.
Jet airways acquired Air
Sahara in 2006.
Jet Airways already has
domestic as well as
international flights.
Jet Airways has its market
share 31% including Air
Sahara.
Average entertainment services Jet Airways won Double
Honour Travel Trade Gazette
Travel award.
They are plan to start training
academy
They were the first Indian
airline to receive the WorldTravel Market Global Award,
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Airlines, Qatar Airways,
Singapore Airlines and Cathay
Pacific Airways.
the world's premier global
travel event in London
Air Transport World Award
2001 for Market Development
Advertising and Branding
Hoardings
Brand Ambassadors
Sponsorships
Event Organization
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CONCLUSION
After analysing all the data and facts & figures, we as a group
came to an conclusion that Kingfisher is leading in the customer
point of view but Jet Airways secure more market share and it
leads in present market. In all areas like advertising etc. Jet
airways holds its position. We have surveyed a sample size of 100
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people for the airline service which includes various areas like on
board service which further includes seating comfort, cleanliness
of toilets, magazine service and all that. Keeping these point in
mind general people choose Kingfisher as the best option and
according to market research it is clearly shown with the of bar
chart and pie chart in the previous pages that Jet Airways would be
the best option and has the largest network and market share.
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