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PERCEPTUAL MAPPING ONINDIGOINDIGO AND AIR INDIAAIR INDIA
BY:-SMITA
and
VIDYASHREE
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INDIGOINDIGOGo IndiGo
Vision
To be the significant service provider renowned for it¶s end-to-end business
solutions that bring desired visible changes to enterprises within the Africancontinent.
Mission
To seek, acquire and deliver ground breaking innovative end-to-end businesssolutions through partnerships that will bring adequate return on investment.
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Founded
:- 2005
Commenced operations :- 4 August 2006
Hubs :- Chhatrapati Shivaji International Airport(Mumbai), Indira Gandhi
International Airport (Delhi), Netaji Subhash Chandra Bose International
Airport(Kolkata)
Focus cities :- Bengaluru International Airport (Bangalore), Chennai International
Airport, Cochin International Airport(Kochi), Pune International Airport, Rajiv
Gandhi International Airport (Hyderabad), Sardar Vallabh bhai Patel International
Airport(Ahmedabad)
estinations :- 25 Countries
Slogan :- Go IndiGo
Parent company :- InterGlobe Enterprises Headquarters Gurgaon, Haryana
K ey people :- Rahul Bhatia (MD) and Aditya Ghosh (President)
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Indigo focuses on doing one thing, and doing it well.
One type of airplane - brand-newAirbus A320s
One type of fare - low
One type of customer service - professional
One type of route - serving destinations within India
One way to deal with delays and cancellations - honestly
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BRAND POSITIONING
³We believe that we can offer the lowest fares by staying focused, which keeps our
costs down without cutting corners or compromising on things that matter´
It was awarded the title of Best Domestic Low Cost Carrier in India for 2008.
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.
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AIR INDIAAIR INDIA
� Air India is a state-owned flag carrier and
currently the oldest airline of the Republic of India.
� It is a part of the Indian government-owned National aviation company of India Limited
(NACIL)
� Air India was founded by J. R. D. Tata in July 1932 as Tata Airlines, a division of Tata Sons
Ltd.
� The airline operates a fleet of Airbus and Boeing aircraft serving Asia, Europe and North
America.
�
On 1 March 2009, Air India had made Frankfurt Airport at Frankfurt am Main as itsinternational hub for onward connections to United States from India.
� Currently they have decided to make the new terminal 3 at Delhi's Indira Gandhi International
Airport the hub for international and domestic operations.
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BRAND PROFILE
� It is the 16th largest airline in Asia.
� Air India has two major domestic hubs at Indira Gandhi International
Airport and Chhatrapati Shivaji International Airport.
� Air India's worldwide network today covers 44 destinations by operating services
with its own aircraft and through code-shared flights
� Air India¶s fleet consists of 38 aircrafts.
� The services they offer are Frequent f lyer programme , Premium lounges, In-
f light entertainment
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BRAND POSITIONING
� To provide convenient connectivity in the short-range routes at
the most affordable prices to passengers.
� Company slogan :Your Palace in the Sky
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INDEX
INDIGO
:- COMPANY¶S POSITIONONG
:- CUSTOMER¶S PERCEPTION
AIR INDIA
:- COMPANY¶S POSITIONING
:- CUSTOMER¶S PERCEPTION
Rating has been done on 1 to 9 scale.
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FARE CHARGES V/S OFFER S PROVIDEDFARE CHARGES V/S OFFER S PROVIDED
9
8
7
6
1 2 3 4 5 6 7 8 9
4
3
2
GOOD
OFFER S
PROVIDED
POOR OFFER S
PROVIDED
HIGH FARE CHARGES
LOW FARE CHARGES
1
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PER FOR MANCE V/S SER VIOCEPER FOR MANCE V/S SER VIOCE
9
8
7
6
1 2 3 4 5 6 7 8 9
4
3
2
GOOD SER VICEPOOR SER VICE
HIGH PER FOR
MANCE
LOW PER FOR MANCE
1
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PUNCTUALITY V/S SER VICES PROVIDEDPUNCTUALITY V/S SER VICES PROVIDED
9
8
7
6
1 2 3 4 5 6 7 8 9
4
3
2
GOOD SER VICE
PROVIDED
POOR SER VICE
PROVIDED
PUNCTUAL
NOT PUNCTUAL
1
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PIE CHART SHOWING CUSTOMER¶S PER CEPTION ABOUT INDIGOPIE CHART SHOWING CUSTOMER¶S PER CEPTION ABOUT INDIGO
DEPENDING UPON FOLLOWING PARAMETER S.DEPENDING UPON FOLLOWING PARAMETER S.
f are charges (73%)
off ers provided (71%)
perf ormance (74%)
punctuality (74)
service provided (68%)
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PIE CHART SHOWING CUSTOMER¶S PER CEPTION ABOUT AIR INDIAPIE CHART SHOWING CUSTOMER¶S PER CEPTION ABOUT AIR INDIA
DEPENDING UPON FOLLOWING PARAMETER S.DEPENDING UPON FOLLOWING PARAMETER S.
f are charges (60%)
off ers provided (77%)
perf ormance (76%)
p nct ality (71%)
service provided (76%)
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THANK YOU FOR YOUR ATTENTIONTHANK YOU FOR YOUR ATTENTION