Spicejet
20
Spice Jet Marketing Mix
-
Upload
ayona12340000 -
Category
Business
-
view
2.832 -
download
1
Transcript of Spicejet
Spice Jet Marketing Mix
Airline Industry Domestic Airlines carried - 438 million
in Jan- Sept 2012 as per DGCA $446 million worth of FDI attracted from
April 2000 to Sept 2012 as per DIPP Civil Aviation market – CAGR 16% during
2012-13 as per RNCOS report. Average passenger yields – 29%
compared to previous year
Spice Jet 23rd May 2005 Spice Jet was earlier known as Royal
Airway 2500+ employees
Marketing Theme & AIM Offering Low ‘Everyday Spice fares’ and
great guest services to price conscious travellers
Aim – Compete with the Indian Railways Passengers travelling in Air Conditioned Coaches
Spice Jet Carrier Domestic Share – 19.20% from 16.80% last
year Capacity Deployed increased 31% due new aircrafts
like Q400 bombardier Operating revenue increased 39% due to addition of
aircrafts 330 daily flights to 42 Indian Cities and 7 International
Destinations No. of departures went up 25% 27% growth in number of passengers Average passenger yields went up 29% to Rs 4412
from Rs 3421
Bombardier Q400 Aircraft
Marketing Mix - Product Core Product is Transportation Supplementary Product – Check IN
Services Paid In Flight Refreshments In Flight Entertainment – Magazines Luggage Services Assigned Seats – Preference for Online
Booked Tickets Online Check IN
Marketing Mix - Promotion Word of Mouth Marketing Print ads in newspaper and
magazines TV commercials Internet Media Initiatives Outdoor Mix
Hoardings at railway platforms, airports and shopping malls
Marketing Mix – Promotional Techniques
Brand Campaign Flying for Everyone Get more when you fly Spice Jet
Spicy Codes
Marketing Mix - Price Best Low Cost Airline Intelligent mixed low
prices ticket with decent onboard services to satisfy frequent travelers
Spicy Fares – Innovative pricing: Rs 2013
Every 99th Online ticket free
Started off with a price of Rs99 for the first 99 days
Marketing Mix - People Most important ‘P’ The Airhostesses
Marketing Mix - Place
Marketing Mix - Place International - Dubai, Colombo,
Guangzhou, Kabul ,Kathmandu, Male and Riyadh
Boeing 737-800/ 900ER aircrafts 15 Bombardier Q400 aircraft for
enhancing connectivity to Tier II and Tier III cities.
Marketing Mix – Physical Evidence Environment in which the
service is delivered and where the service industry and customer interact
Aircraft will make the physical evidence in this service
Configured in a single economy class having 189 seats
Booking offices and ticket counters extremely spacious and well designed
Marketing Mix - Process The process signifies flow & reach of
services to the ultimate users Purchasing Process: From time of
reservation to seat confirmation
