PRODUCT NAME - INDIGO AIRLINES

BRAND NAME - INTERGLOBE AVIATION

LIMITED
GROUP – IV

HK Sharma Rahul Kushwah Rishabh Agnihotri

Tariq Islam Hemanth Sudev Pooja Sharma
 TABLE OF CONTENTS

MARKETING
01 INTRODUCTION 02 STRATERGIES

CUSTOMER
FEEDBACK &
03 GROUP
COMMENTS

04 CONCLUSION 05 REFERENCES
 INTRODUCTION

➢ IndiGo commenced operations in August 2006 by Rahul

Bhatia of InterGlobe Enterprises and Rakesh Gangwal, a
United States-based NRI.

➢ IndiGo domestic market share in January 2021 stood at

54.3%, according to DGCA.

➢ IndiGo serving 90 destinations including 24 international

destinations.

➢ Fleet of 281 aircraft including 120 new generation A320

NEOs, 102 A320 CEOs, 25 ATRs and 34 A321 NEO.

➢ Awarded ‘Best Low-Cost Airline in Central Asia and

India’.
 INTRODUCTION

➢ Ranked as one of the best airlines in terms of on-time performance.

➢ IndiGo is India’s largest passenger airline operating as a low-cost

carrier.

➢ IndiGo has been recognised among the most valuable and

strongest airline brands.

➢ Awarded ‘Safety Partner - Best Aircraft Turn Around Activity’

➢ Awarded the ‘Companies with Great Managers Award’.

➢ IndiGo’s learning academy ‘ifly’ also won awards for best practices
in Learning and Development under six different categories.
 HISTORY
➢ IndiGo began its operations on 4th August 2006 with a service from New Delhi to
Imphal via Guwahati.

➢ 2011-12: IndiGo replaced the state run flag carrier Air India as the top third airline
in India. It already had 17.3% of the market share.

➢ By early 2012, IndiGo had taken the delivery of its 50th aircraft in less than six
years.

➢ As of 2012, IndiGo replaced Kingfisher as the second largest airline in India in

terms of market share.

➢ On 17 August 2012, IndiGo became the largest airline in India in terms of market
share (27%) surpassing Jett Airway, six years after operations commenced.

➢ 2013-14: IndiGo was the second fastest growing low-cost carrier in Asia behind
Indonesian airline Lion Air.

➢ Indigo announced a Rs.3,200 crore initial public offering on 19 October 2015 which
opened on October 27, 2015.
 INDIGO : PRODUCT
➢ INDIGO’s product is Travel.

➢ Competition – Not just any other airlines

but any mode of transport.

➢ Product Positioning:
• Frequent , conveniently timed flights.
• Low Fares.
• Point to point routes.
• Frequent and reliable departures.
• Limited Passenger Service.
• Targeting high load factor.
 INDIGO : PRODUCT
➢ Indigo follows a short haul, high frequency,
low-cost strategy.

➢ INDIGO’s Strategy:
❖Be visible – go all out to project yourself.
❖Go Local – Connect with Middle class.
❖Aim to compete with Railways.
❖Low cost and High Quality of Service.
❖High seating density and load factor.
❖No frills such as ’free’ food/drinks or lounges.
❖Deal with customer Honestly.
 SWOT Analysis

S W O T
OPPORTUNITIES
❖ Freight
STRENGTHS

THREATS
❖ Business model Market ❖ High ATF
❖ High Brand ❖ Lack of Product ❖ Increase Prices

WEAKNESSES
Awareness depth and ❖ Increasing
breadth Domestic Air
❖ Cost Leadership ❖ Too Many Traffic Labour Cost
❖ High Efficiency Players ❖ Competitors
❖ Untapped ❖ Chartered
❖ Age of domestic Cargo Services ❖ Economic
Equipment Segment Slowdown
❖ No established ❖ Regional
❖ Debt Free alliances Connectivity ❖ COVID-19
❖ Continuous ❖ International ❖ Govt Policies
Absence
Improvements
INDIGO MARKETING STRATEGY - PRICE

➢ Core strategies for cost reduction:

❖ No Frills
• No free food & beverages
• Assigned seating
• Ticketless airline
• Online check-in
• No refund
• Secondary Airports
• Internet sales
• Travel agents
• Call centres
INDIGO MARKETING STRATEGY - PRICE
➢ Core strategies for cost reduction:
❖ More fuel-efficient aircraft
❖ New technologies and Biofuel to reduce
emissions
❖ Installing winglets to reduce drag and fuel use
❖ Removing excess weight
❖ Limiting the airplane idling times

On-Time Performance (OTP)

Carrier Percentage
IndiGo 93.7 %
Vistara 85.8%
AirAsia India 85 %
Air India 82.7 %
SpiceJet 76.9 %
GoAir 72.8 %
 CUSTOMER SURVEY
AGE GROUP GENDER

➢ AGE GROUP
➢ 56.8% WAS IN THE AGE BRACKET OF 31-40

➢ GENDER
➢ 64.8% - MALE & 35.2% - FEMALE
 CUSTOMER SURVEY
MOST PREFERRED AIRLINE FOR DOMESTIC AIR TRAVEL

➢ 89.8% OF THE CUSTOMER INTERVIEWED

RATED INDIGO AS THE MOST PREFERRED
AIRLINE FOR DOMESTIC AIR TRAVEL
 CUSTOMER SURVEY

➢ CUSTOMERS WERE INTERVIEWED FOR THE

AMOUNT OF TIME THEY SPEND ON AN
AVERAGE WAITING IN LINE AT DIFFERENT
LOCATIONS - 5 TO 10 MINS
 CUSTOMER SURVEY
In Fight Service of Indigo Airline
70
60
50
40
30
20
10
0
Availability of Appearance Space for Comfort of Cleanliness Noise level of
Flight of Flight luggage Seating of aircraft aircraft
attendants crews storage
Excellent Good Poor Bad

➢ IN FLIGHT SERVICE OF INDIGO AIRLINE –

ALMOST ALL THE SERVICES WERE RATED
BETWEEN GOOD TO EXCELLENT
 CUSTOMER SURVEY
FLIGHT SERVICE OF INDIGO AIRLINE

➢ PROS : ➢ CONS :
❖ CABIN CREW BEHAVIOUR ❖ QUALITY OF FOOD
❖ PUNCTUALITY ❖ EXTRA BAGGAGE CHARGES
❖ EASE OF BOOKING
❖ CONNECTIVITY
 CUSTOMER SURVEY
AREA OF IMPROVEMENT IN INDIGO AIRLINE

➢ EXTRA BAGGAGE COST & LEG SPACE INSIDE CABIN

WAS THE MOST RECOMMENDED BY CUSTOMERS

➢ ALL THE CUSTOMERS WERE HAPPY WITH THE

PUNCTUALITY
 CONCLUSION
➢ Following features have been rated best:-
❖ Punctuality
❖ Connectivity

➢ From the above study and analysis,

we can conclude that as already IndiGo
airlines is making its mark in the market.

➢ Strategies implemented by the airline

have given good results so far and
the same is expected in future.
 REFERENCES
✓ Annual Report of
InterGlobe-Aviation-Limited-
FY-2019-2020.

✓ www.goindigo.com

✓ www.centreforaviation.com
 THANKS
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