By: Sura Divakar Srishti Kalwar Nitesh Ashok Nihar Aiswaria Chandran

has jumped to 9th position in world's aviation market from 12th in 2006. The rapidly expanding aviation sector in India handles about 2.5 billion passengers across the world in a year; moves 45 million tones' (MT) of cargo through 920 airlines, using 4,200 airports and deploying 27,000 aircraft. The domestic airlines carried 39.82 million passengers during January-August 2012, as against 39.63 million passengers during the corresponding period of previous year The revenue on the domestic network increased by 33 per cent during April-August 2012 period as compared to the same period last year, presenting an increase of Rs 531 crore (US$ 98.33 million). Recording the strongest growth in the world, India's domestic aviation market has tripled in the past five years, according to a latest report of the International Air Transport Association (IATA). India posted a strong domestic growth at 25.6 per cent in the aviation sector, and continuing its trend of high-speed growth for a robust market.
India

Leader Challenger Follower Nicher

: : : :

Indigo Jet airways Spicejet Mantra

Strengths:
Lower

air fares in India outbound travel in India

Tourism Growing

Modernization
Rising Fleet The

of non metro airports

share of low cost carriers

expansion by state owned carriers

opening up of new international routes by Indian government

Establishment

of new airports and restructuring of old airports

Weakness:
Poor

infrastructure at airports. Acute shortage of trained pilots and technicians. Stiff rules and regulations for operation. High operational cost for airlines. High security threats in the subcontinent. Training infrastructure incompatible both in terms of quality and quantity. Shortage of qualified instructors due migration to schedule operation. Pressure on quality standard of inducted pilots. Infrastructural constraints

Opportunities:
The

number of air travelers is about 0.8 per cent of the population India's civil aviation passenger growth, at 20 per cent, is among the highest in the world. India's civil aviation ministry expects 100 million passengers by 2020. India anticipates doubling of passenger traffic over the next decade. Economic Growth Vibrant middle class: Increasing Consumerism and Affordability common man Under-penetrated markets Growth in Tourism Currently domestic passenger market is growing at 50%

Threats:
Government

Regulations; Though the govt. is making changes in the regulations, it needs to move at a much faster pace on this. Aviation in India is over regulated and needs to free itself from govt. shackles. Inadequate infrastructure. Acute shortage of Pilots and maintenance engineers. Security and safety. Low profit margins and high operating costs. Other faster means of transportation

IndiGo
Mission:

To continue to deliver just three things-fly on time, keep planes neat and clean and deliver a certain level of service that people have come to recognize us for.
Vision : To open up a country full of opportunities by minimizing the cost/time/tension of air travel. Competitive Advantage:

Affordable fares, On-time service, Hassle free service

Indigos stuck

to its low-cost, single class model unlike rivals Jet airways.

Selling and
Quality

leasing back planes helps its balance sheet.

and detail key to good service.

Its all
Using

about customer focus.

technology smartly.

Mission: To achieve the pre-eminent position by offering a high quality service and reliable , comfortable and efficient operations. Upgrading the concept of domestic airline travel by being the world class domestic airline. Vision: To be the most preferred domestic airline in India and to be the automatic first choice carrier for the travelling public and set standards which other competing airline will seek to match. Competitive Advantage:

Total revenue On time performance.

Maintain

market leadership in the domestic market Develop two equally strong pillars: domestic and international operations Consistently provide a superior product to our passengers Seamless connectivity spanning domestic and international routes Improving cargo revenue potential -domestic and international Reduce unit cost of operations, Focus on reducing operating costs (specifically fuel), Reduction in selling and distribution cost (on-line bookings), Re-negotiation of agreements with various service providers Best customer Service. Serve both business and economic class. Acquired Sahara airlines thus getting stronger hold in market. Several Schemes to acquire and retain customers ;Regular customers enjoys discounted fare

Mission: To become Indias preferred low cost airline, delivering the lowest air fares with the highest consumer value, to price sensitive consumers. Vision: To address and ensure that flying is for everyone. Competitive Advantage:

Low cost, Successful marketing campaigns.

Entered

with Rs. 99 fares for first 99 days offering low everyday spicey fares. Aims to compete with Indian Railways AC segment. Aims at future fleet expansion to increase market share. Offering free tickets. Corporate deal offers. Concessional fares for students.

nnnnnjhgjfgfss

Mission: To endeavor to provide radical services to the passengers and to unite four states thereby increasing the reach in proximity for both business and leisure travellers. Vision: To deliver best flight services by offering unique and custom made solutions to air travellers. Marketing Strategy Focus only on four states- Punjab, Haryana, Himachal and Jammu & Kashmir.