The document discusses the airline industry in India. It provides details about key players in the Indian airline market, with private airlines owning 75% market share. India is the 9th largest aviation market globally. The document then covers various aspects of service marketing for airlines, including the product mix, price mix, place mix, promotion mix, process mix, physical evidence, gaps in service quality, SWOT analysis, and opportunities in the industry.
3. WhAt is service
MArketing?Services are distinguished from products mainly
because they are generally produced at the same time as
they are consumed and cannot be stored away or taken
and enhanced marketing mix need to be deployed .
Its not about simply reaching about to customers with
the right service. But, its also about creating that right
desire to possess service.
4. Airlines As A service
industry
The Airline industry came into existence during the
17th
centuries.
Origin of Indian aviation industry can be tracedOrigin of Indian aviation industry can be traced
back to the year 1912.back to the year 1912.
Air travel remains a large and growing industry. It
facilitates economic growth, world trade, international
investment and tourism and is therefore central to the
globalization taking place in many other industries
5. • India has the private airlines as itsIndia has the private airlines as its
key playerskey players
• 75% of the market share is owned by75% of the market share is owned by
the private sector.the private sector.
• India is the 9th largest aviation market
in the world.
8. PRODUCT PRICE PLACE PROMOTION PEOPLE PROCESS PHYSICAL
EVIDENCE
RAINBOW OF SERVICE MARKETING MIX
9. 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.
10. Price
MixPremium 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 on economy class on specified sectors. They are much
lower than the normal fares.
11. Place mix
Online 24-hour reservation Systems.
Tour Operator
Travel Agent
People
Mix
Reliability
Caring Attitude
Goodwill
12. 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
14. PHYSICAL EVIDENCE
On the ground:
Booking offices or ticket counters.
Paperwork.
Tickets.
In-flight:
Aircraft, Seating Configuration.
Good Inner-exteriors.
Ambience.
17. Service Quality Dimension (RATER)
Interaction
Quality
Interaction
Quality
Physical
Environment
Quality
Physical
Environment
Quality
Outcome
Quality
Outcome
Quality
Service
Quality
Service
Quality
Product
Quality
Product
Quality
Price
Price
Customer
Satisfaction
Customer
Satisfaction
Situational
factors
Situational
factors
Personal
Factors
Personal
Factors
Reliability
Assuranc
e
Tangibles
Empathy
Respons-
ivness
18. SWOT analysis
STRENGTHS:
• Liberal Environment
• Modern Fleet
• High Quality
• Economic Growth
• Growing Tourism
• THREATS:
• Middle east aviation
• Terrorism
WEAKNESSESS:
• Airport Infrastructure
• Airways Infrastructure
• National Carrier
• Deep Pockets
• High Cost Structure
• Skilled Resources
19. • A large & growing potential market
• Developing alternative revenue streams
– Air cargo operations
– Airframe, engine & component overhaul
– Ground handling
– Training
– Leveraging the internet
• Access to new markets
Opportunities
