Presentation on service marketing on Domestic Airline sector

1. Presented By:
Diwakar Das
Pooja Agarwal
Prachi Khemani
Shruti Jain
Vibhav Kaushal

2. • Total domestic passengers carried by the scheduled
domestic airlines between January and April 2013 were
20.289 million, revealed the official statistics.
• No-frill carrier IndiGo lead in terms of market share with
29.7 per cent of the pie, followed by Jet Airways-Jet Lite
combine at 22.6 per cent, Spice Jet 19.6 per cent, Air India
Domestic 19.2 and Go Air at 8.9 per cent for the January-
April 2013 period.
• The air transport (including air freight) in India has
attracted foreign direct investment (FDI) worth US$ 449.26
million from April 2000 to march 2013, as per the data
released by Department of Industrial Policy and Promotion
(DIPP).

3. 29.7%
22.6
19.6%
19.2%
8.9%
MARKET SHARE
INDIGO
JET AIRWAYS + JET
LITE
SPICE JET
AIR INDIA

4. Private participation in expanding air transport network and
related infrastructure has propelled growth of air traffic in a
big way in India. Industry analysts estimate that India would
be the third largest aviation market by 2020, whereby it would
be well-equipped to handle 336 million domestic and 85
million international passengers
Mr Ajit Singh, the Minister for Civil Aviation, has further
revealed that in order to enhance air connectivity, airlines are
expected to add around 370 aircrafts, worth US$ 27.5
billion, to their fleet by the year 2017. Moreover, it is estimated
that commercial fleet size would reach 1, 000 by 2020 from 400
today, and 1, 000 General aviation aircrafts by 2020 including
fleet renewal. Estimated investment requirement for the
General aviation aircrafts alone is to the tune of US$ 4 billion.

5. The service marketing mix is also known as an extended
marketing mix and is an integral part of a service blueprint
design. The service marketing mix consists of 7 P’s as compared
to the 4 P’s of a product marketing mix. Simply said, the service
marketing mix assumes the service as a product itself. However
it adds 3 more P’s which are required for optimum service
delivery.
The product marketing mix consists of the 4 P’s which are
Product, Price, Place and Promotion.
The extended service marketing mix places 3 further P’s which
include People, Process and Physical evidence. All of these
factors are necessary for optimum service delivery.

7. • Transportation
•On Ground Services- Check in, Airport
lounges, Immigration
• In Flight Services-
Food(Cuisines), Entertainment, Magazines
• Special Assistance- Medical Care, Child
Care, Care to Handicap
• Cargo Services

8. Price depends on the following factors:-
• Class Of Travel
• Date Of Booking
• Routes
• Day Of Travel

9. • Airport
• Travel Agency
• Internet

10. • Television
• Newspapers
• Magazines
• Banners/Hoardings
• Internet

11. • Customers
• Skilled & professionally trained pilots
• Ground staff
• Flight attendants
• Freight movers & packers
• Security personnel

12. • Reservation
• Check in
• Baggage handling
• Food Service
• Entertainment

13. • Air ticket
• Boarding Pass
• Aircraft Seating
• Aircraft Interior
• Cleanliness
• Ambience

14. • Intangibility- Transport Service
• Inseparability- Passenger & aircraft
• Heterogeneity- Differs on the basis of class
• Perishibility- Lasts till the duration of journey
or till the airport

15. Aviation industry is a people processing
service industry as the passenger himself
need to be present to take the service
without him it would not be possible .

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