The whole marketing of aviation industry depends on
two phases- making promises, keeping promises. The airlines has to focus both
on the ground level service as well as the In-flight services. A distinguish in
price even promotes and markets your airline .
Premium Pricing- Use a high
price where there is a uniqueness about the service.
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.
A new concept called Aviationmarketing has evolved
over past few years where big firms are hired to market the airlines. These
people are experienced in this particular field. They provide a full range of
strategic and creative marketing services focused on aviation, aerospace and
travel to help a company soar.
Their hands-on approach to marketing manages every
phase of the company's program from initial concept to full implementation.
With Aviation Marketing Consulting, the airline can focus on running business
while they manage the day-to-day details of running an effective marketing
program that will generate leads and have sales soaring.
Talking about Indigo airlines in particular, it is the
leader today in the domestic aviation industry.
Indigo Airlines is one of the cheapest domestic airlines
in India which is owned by InterGlobe Enterprises and Mr. Rakesh Gangwal
The core product of Indigo airlines is of course Air
travel. The traveling is mostly for passengers but the cargo line of Indigo
airlines is growing fast as well. Indigo airlines, being the country’s largest
low-cost carrier offers one of the best airline services in the country. For
the past three years, Indigo has managed to create profit whereas its
competition has been making loses. This has largely been due to the fact that the
airline increased its capacity and efficiency in its services while containing
costs. As a way of increasing capacity, new flights have been introduced in
order to get more passengers.
For instance, while the total airline capacity in
India reduced by 4%, Indigo managed to increase its capacity by unprecedented
39%. Another strategy that Indigo applied is deft route planning such that it
increased the number of aircrafts per route instead of only increasing the
number of routes. The low-cost model strategy, purchasing only one type of
aircraft and keeping the operational costs as low as possible coupled with an
emphasis on punctuality are the main reasons for its success even when the
airline industry in India was going through its rough.
No airline has worked harder at capturing the
local market better than IndiGo Airlines. The airline relies on its cost and
availability to promote its brand across the market. This investments in
advertisements are low because it affects the cost. However, Indigo did come
out with a few TVC’s of its own as well as does good advertising online. The
airline has adopted a strategy of connecting flights to other destinations from
one destination such that customers will not have to book another airline to
arrive to their destination. For instance, it has connected four flights from
Ranchi to Delhi, Mumbai, Patna and Bangalore and plans are underway for it to
add Kolkata and Raipur.