Scribd Logo
Upload

Welcome to Scribd!

  • 353 views

    Akhil Jain Arth Vyas Kingshuk Bangabash Prasanna Narayanan

    Uploaded by

    Prasanna Narayanan
    SpiceJet is India's second largest low-cost airline that aims to make air travel affordable for all. Its marketing strategies include offering low fares comparable to train ticket prices and expanding its fleet and routes. SpiceJet promotes through word-of-mouth, print, and internet advertising. Its goals are to become India's most preferred low-cost airline and compete with trains for price-sensitive customers. Key challenges include a small fleet and high competition in the low-cost airline market in India.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    Akhil Jain Arth Vyas Kingshuk Bangabash Prasanna Narayanan

    Uploaded by

    Prasanna Narayanan
    353 views14 pages
    SpiceJet is India's second largest low-cost airline that aims to make air travel affordable for all. Its marketing strategies include offering low fares comparable to train ticket prices and expanding its fleet and routes. SpiceJet promotes through word-of-mouth, print, and internet advertising. Its goals are to become India's most preferred low-cost airline and compete with trains for price-sensitive customers. Key challenges include a small fleet and high competition in the low-cost airline market in India.

    Original Description:

    Study of spice jet

    Original Title

    Spice Jet

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    SpiceJet is India's second largest low-cost airline that aims to make air travel affordable for all. Its marketing strategies include offering low fares comparable to train ticket prices and expanding its fleet and routes. SpiceJet promotes through word-of-mouth, print, and internet advertising. Its goals are to become India's most preferred low-cost airline and compete with trains for price-sensitive customers. Key challenges include a small fleet and high competition in the low-cost airline market in India.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    353 views14 pages

    Akhil Jain Arth Vyas Kingshuk Bangabash Prasanna Narayanan

    Uploaded by

    Prasanna Narayanan
    SpiceJet is India's second largest low-cost airline that aims to make air travel affordable for all. Its marketing strategies include offering low fares comparable to train ticket prices and expanding its fleet and routes. SpiceJet promotes through word-of-mouth, print, and internet advertising. Its goals are to become India's most preferred low-cost airline and compete with trains for price-sensitive customers. Key challenges include a small fleet and high competition in the low-cost airline market in India.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 14

    MARKETING STRATEGIES OF SPICE JET FOR ATTRACTING FDI

    By: Akhil Jain Arth Vyas Kingshuk Bangabash

    Prasanna Narayanan

    INTRODUCTION OF COMPANY

    Spice Jet is a low-cost airline headquartered in Gurgaon, India Began services on 23 May 2005 Today, it is India's second-largest low-cost airline in terms of market share

    Spice Jet was voted as the best low-cost airline in South Asia and Central Asia region by Skytrax in 2007

    MARKETING VISION
    Spicejet airlines India is a low cost airline with fares often bordering 1st AC rates of Indian railways Vision is to make Spice jet the number one low cost airline in India

    GOALS
    To become Indias most preferred low cost airline, by providing the lowest air fares and the highest consumer value to the price sensitive consumers of the country.

    VISION
    To ensure that flying is no longer confined to CEOs and business travellers, but affordable to everyone

    MISSION
    To become Indias preferred low-cost airline, delivering the lowest air fares with the highest consumer value, to price sensitive consumers

    MARKETING GOALS
    Plan to induct nine more aircrafts by 2014 Target to raise revenue USD 400million to USD 550 million in next 12 months To have five more hubs in Chennai, Ahmedabad, Bangalore, Kolkata and Delhi Aims to compete with Indian Railways AC segment Aims at future fleet expansion to increase market share

    MARKETING STRATEGIES
    Word of mouth marketing, supported by print and internet media. Introduction of on board merchandise such as goggles, airplane models, perfumes, caps and watches Improvement of quality of service.

    CHALLENGES
    Small fleet structure Small load efficiency compared to Air Deccan Competition with new entrants Market share of East-central India High attrition rate

    IDEAL CUSTOMER
    Budget airlines are popular with: Young tourists
    Backpackers

    College kids
    Travelers who want the cheapest possible route

    MARKET DESCRIPTION
    Age group 21 and above Occupation Passengers Income group above than 1,50,000Per annum Have grown children and, often, grandchildren as well Professional (white collar) occupations For business man

    SWOT ANALYSIS OF SPICE JET


    Strength Weakness Entered with Rs. 99 fares for first A fixed-cost perishable 99 days product Offering low everyday spicy fares Limited sector (concentrated at only north west- south Fleet of 6 Boeing 737-800 with India) 189 Seats Small load efficiency compare to Air deccan SWOT ANALYSIS

    Opportunities: Future Fleet Expansion will increase its Market Share Attractive fares and up to date Quality service will generate a huge customer base

    Threats: High Attrition Rate Killer competition Fare war has broken out across Indian skies

    10

    SEVEN Ps OF SPICEJET
    PRODUCT Core product: Transportation
    Supplementary product: Online check in services

    In-flight refreshment: Provides snacks and beverages in

    selected longer duration flights, but you have to pay for them in cash on the flight.

    11

    SEVEN Ps OF SPICEJET
    PROMOTION Word-of-mouth marketing Print ads in newspapers and magazines TV commercials Outdoor mix is has concentrated primarily on hoardings, railway platforms, airports, shopping malls PRICE Spice Jet is India's 'best low cost airline. They have intelligently mixed low-priced ticket prices with decent on board services to satisfy frequent travellers. Innovative pricing has also been central to the company's success.

    12

    SEVEN Ps OF SPICEJET
    PEOPLE At Spice jet, people is the most important p. The airhostesses at spice jet come in contact with the customers in the process of providing the service, while the cock-pit crew are employees who contribute to the service product but do not come in direct contact with the customers. At spice jet the front line staff play a critical role in ensuring that the service is delivered to the customers as promised.

    13

    SEVEN Ps OF SPICEJET
    PLACE: Domestic and Some Asian countries in urban city. PHYSICAL EVIDENCE At spice jet, the aircraft by itself would make up the physical evidence in this service. Spice Jet's aircraft are configured in a single economy class having 189 seats, which is among the highest in the industry . PROCESS Purchasing process at spice jet begins at the time of reservation goes on to the confirmation of seats.

    14

    You might also like