This document discusses a marketing research project on the Indian airline industry. The project aims to:
1) Research the major players in the Indian airline industry and identify their key service points of contact.
2) Determine the important attributes that contribute to an airline's brand value and survey people on the importance of these factors.
3) Survey three major airlines to analyze their performance on these attributes and identify their strengths and opportunities for improvement.
The project has already identified the six major Indian airlines, their service touchpoints, and ten key attributes. A questionnaire has been developed and responses are being collected. Next steps involve analyzing the responses, selecting three airlines to study in depth, and preparing a report on findings
This document discusses a marketing research project on the Indian airline industry. The project aims to:
1) Research the major players in the Indian airline industry and identify their key service points of contact.
2) Determine the important attributes that contribute to an airline's brand value and survey people on the importance of these factors.
3) Survey three major airlines to analyze their performance on these attributes and identify their strengths and opportunities for improvement.
The project has already identified the six major Indian airlines, their service touchpoints, and ten key attributes. A questionnaire has been developed and responses are being collected. Next steps involve analyzing the responses, selecting three airlines to study in depth, and preparing a report on findings
This document discusses a marketing research project on the Indian airline industry. The project aims to:
1) Research the major players in the Indian airline industry and identify their key service points of contact.
2) Determine the important attributes that contribute to an airline's brand value and survey people on the importance of these factors.
3) Survey three major airlines to analyze their performance on these attributes and identify their strengths and opportunities for improvement.
The project has already identified the six major Indian airlines, their service touchpoints, and ten key attributes. A questionnaire has been developed and responses are being collected. Next steps involve analyzing the responses, selecting three airlines to study in depth, and preparing a report on findings
This document discusses a marketing research project on the Indian airline industry. The project aims to:
1) Research the major players in the Indian airline industry and identify their key service points of contact.
2) Determine the important attributes that contribute to an airline's brand value and survey people on the importance of these factors.
3) Survey three major airlines to analyze their performance on these attributes and identify their strengths and opportunities for improvement.
The project has already identified the six major Indian airlines, their service touchpoints, and ten key attributes. A questionnaire has been developed and responses are being collected. Next steps involve analyzing the responses, selecting three airlines to study in depth, and preparing a report on findings
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Airline Industry
GROUP -7, MARKETING MANAGEMENT - II
Why this industry?
One of the most widely used services in the world. Huge number of competitors Need to differentiate due to the no of competitors A lot of service contact points. Starting from ticket booking to arrival at the destination. It was a widespread belief that airlines are masters of transport economics and not of customer experience. This has changed a lot in the past few years. With a lot of new private players coming in, the war is getting bigger by day.
What we intend to do?
Enlist and carry out the research on the players in the Indian airline industry scene. Identify the service point of contacts. Based on them enlist all the attributes that contribute towards the brand value of an airline. Conduct a research asking people to rate the importance of the factors according to their preferences. On basis of the collected results, take three players in airline industry and carry out a detailed survey on them. Find out the performance of these brands with respect to the attributes. Analyze the PODs and POPs on the basis on answers received.
What have we already done?
Identified the six major players in India: Air India, SpiceJet, Indigo, Go Air, Vistara and Jet Airways. Identified the service point of contacts and enlisted the ten major attributes: 1. Booking Experience 2. Prices 3. Connectivity 4. On time Service 5. Check-in Procedure 6. Courteous Staff 7. Shuttle Service 8. On board meal 9. In-flight entertainment 10. Cancellation/Rescheduling Policy
What have we already done?
(cont.) Made the questionnaire and are in the process of collecting responses.
The Road Ahead..
Analyze the responses and take the three best airlines on its basis. Make a detailed questionnaire and conduct research on the PODs and POPs these airlines have. To analyze and find the strengths of each player over its other competitors Find the room for possible improvement for each of them Prepare a detailed report on the whole process, the findings, our analysis and the key learnings of the whole project
